Discovering Issues in Cross-Cultural Adaptation of Questionnaire Through PLS-SEM Analysis

This paper highlights validity issues in cross-cultural adaptation and translation of data collection tool that were highlighted through PLS-SEM analysis using SmartPLS software. The paper explains the tool adaptation and translation process in light of the challenging linguistic proficiency of bottom of pyramid customers in Pakistan. Moreover, in Eastern cultures, where religiosity is a comprehensive construct, data analysis suggests that divergent validity between different constructs tends to decrease because people associate them with their religiosity and self-proclaimed morality. This research studied aspirational purchases for the bottom of the pyramid market in Pakistan. It was seen that while aspirational purchases directly affected self-determination and subjective well-being, patience, as a state factor, did not let a person despair in the face of unmet desires. This model was valid according to the literature; however, in the context of the BoP population in Pakistan, the validity of this model was below the acceptance threshold. The data collection methodology was reviewed to find out what could be wrong, and interesting highlights that should be considered in future research are explained.