Influence of culture onconsumer behaviour: a model at personal level in pharmaceutical context

Trong Dinh Nguyen, Mai Kieu Phuong Hua
2013 Science and Technology Development Journal  
This paper focuses on the building of conceptual model based on the Hofstede theory (1980; 1991) with extended theories for personally cultural values. As a result, a model for the relationshisp between personal cultural values and Vietnamese consumers' buying intention in the context of non-prescription medication is established. The model is a new approach for the Hofstede's theory at personally cultural level which was not developed and accepted before.
doi:10.32508/stdj.v16i2.1481 fatcat:ahs4piq2bngl3jqgriaz5kkhva