Individual cultural values and consumer's choice of national brands

The main objective of this study is to identify the relationship between individual cultural values and the choice of national brands. The research examines the influence of individual cultural values on consumer choice of national shoes brands. The data collection was done through a structured questionnaire held in the northern region of Portugal. To measure the personal culture orientation of consumers we used the Sharma (2010) scale. We used exploratory factor analysis and logit regression to analyse data collected for shoes brands. The main findings suggest that Portuguese consumers are guided by individual cultural values as interdependence/independence, risk avoidance prudence, social inequality, tradition and power, and this influences consumer perceptions about national shoes brands. Individual cultural values that influence the choice of consumers for national brands are independence and tradition.