What is it about?
This study explores how smart shopping works on shaping brand choice and how it is influenced by consumers’ cultural values. Smart shoppers are people who like to compare and track prices and promotions before making a purchase decision. This study found that the values that individuals acquire in their cultural environment significantly influence their behaviours and attitudes (self-concept) towards smart shopping, and further that consumers’ value frameworks condition their brand choice between store or national brands.
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Why is it important?
The values that individuals acquire in their cultural environment significantly influence their smart-shopper self-concept. More importantly, there are cross-country differences in consumers’ value frameworks that condition their brand choice between store or national brands.
Perspectives
Writing this article was a great pleasure as it has co-authors with whom I have had long standing collaborations. This article also lead to consumer behaviour research groups contacting me and ultimately to a greater involvement in smart shopping research
MÓNICA GÓMEZ SUÁREZ
Universidad Autonoma de Madrid
Read the Original
This page is a summary of: How individual value structures shape smart shopping experience and brand choices: an international perspective, European J of International Management, January 2019, Inderscience Publishers,
DOI: 10.1504/ejim.2019.10017655.
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