Analysing Consumer Behaviour by Hofstede model


Hofstede’s model is the most popular tool for defining national cultures. It includes five dimensions: Power Distance, Individualism/Collectivism, Masculinity/Femininity, Uncertainty Avoidance and Long-/Short-Term Orientation. Analysing cultural characteristics based on the above dimensions could reveal interesting insights for marketers and could enhance marketing strategies.

Address the following issues/questions:

  • Critically analyse the role of culture in consumer behaviour as described by de Mooij and Hofstede (2011) by applying Hofstede’s model to your own national culture. Provide relevant examples that support your point of view.
  • In formulating your Key Concept Exercise, consider the following questions:
    • What impact does culture have on customer behaviour?
    • How would you apply Hofstede’s model to your own national culture?


This question belongs to marketing and discusses about customer behaviour and discusses Hofstede’s model for defining national cultures.

Total word count: 640


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