Collectivism And Individualism : How Cultures Affect Supermarkets?
objective of this research is evaluation of the impact of culture in contact with individualism and collectivism on the purchasing intention in supermarkets. Structured research findings highlight that satisfaction of customers as well as evaluation of individualism and collectivism positive impact purchase intentions. Among various motivational variable as culture is to be considered as a critical element required for understanding consumer behavior. Among cultural variations and multiple dimensions impact in operations trend in supermarkets it can be highlighted that individualism vs collectivism acquired better part of the attention from researchers (Han, 2017). Researchers argued that the self-concept of people can be defined either in context with endo group or as independent entities who are detached from groups. Individualism vs collectivism is considered as quite broad construct for measurement of appropriate means followed by suggestion of its measurement at individual level