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Customer Values

In: Entrepreneurship and Innovation During Austerity

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  • Ian Chaston

Abstract

The behaviour of individuals during the purchase and consumption of goods is strongly influenced by national culture. In terms of understanding why variations in national culture exist, Berges et al (2006) proposed that the following key factors are of significance: (1) Religion: There is a diversity of different religions, with both similar and differing beliefs, across the world. These beliefs impact societal values, often providing the moral norms by which individuals are expected to abide. In certain cases, religious values are such that they also determine the basic economic tenets by which an entire nation’s lifestyle is defined. (2) Kinship: These are the values which exist inside the family unit. In some countries the breadth of kinship encompasses an extended group of relatives and spans a number of generations. Kinship is often very strong in Asian countries, which results in the primary loyalty of the individual being to the family and can influence people’s behaviour inside organisations. This can be contrasted with countries such as the USA where kinship vales are restricted to family and rarely determine values within the work environment.

Suggested Citation

  • Ian Chaston, 2013. "Customer Values," Palgrave Macmillan Books, in: Entrepreneurship and Innovation During Austerity, chapter 2, pages 19-35, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-32443-6_2
    DOI: 10.1057/9781137324436_2
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