The Role of Self-Congruity and Other Associative Variables on Consumer Purchase Decision

Culture and personality have become the focus of research in the field of social sciences. It is evident that a county’s culture plays a vital role not only in the development of individual personality but also in consumer decision making. Self-esteem is considered as a solution to modern life and an important variable which affects the purchase-decision of an individual. Like self-esteem, the peer influence is also the centre of research attraction in Management, Sociology, Psychology, and many other disciplines. Various studies have been devoted to understanding how different kinds of reference groups influence the behaviour of individuals. Show off is also one of the important latent variables which affects consumer decision making when it is associated with the cultural personality. The objective of this study is to understand the role of self-congruity and other associative variables on the purchase decision, while making decisions about a country with the purpose of products purchase. Three hundred respondents’ data was collected through structured questionnaire to achieve objectives of this investigation. To measure a cultural personality we incorporated the reliable and validated scale of culture personality. We ran series of multiple regression analyses to understand the influences of self-congruity and other associative variables on consumer decision making. The finding of this research showed that self-congruity affects the purchase decision of the consumer, but self-congruity more strongly presented its influence in consumer decision making when it was associated with selfesteem, peer influence and show off. The research findings provide significant implications to manufacturers focused on manufacturing country based products.