CULTURAL IMPACT ON CONSUMER PREFERENCE IN INTERNATIONAL MARKETS

Abstract

This study was intended to assess the impact of culture on consumer preference. The study employed a descriptive design and primary and secondary data sources were used and data was analyzed. Sampling was carried out on the population and convenience sampling technique was used to select the respondents for the study. 5- Likert scale questionnaire was used in the collection of primary data. The Statistical Package for Social Science (SPSS) 20 software was employed to analyze the results of the study in which pie charts and tables were utilized to help apportion percentages and one sample t test was utilized to determine if the sample mean was significantly different from the test value. The findings show that culture (language, politics, values and attitudes, and aesthetics) had a statistically significant difference between the sample mean and the test value of 3.5. It was worth noting that politics and aesthetics were significantly lower than the test value. The study recommends for trade relations to continue between both countries, Governmental bodies, businesses and firms are encouraged to ensure that language strategies used in a product or service should align with cultural norms and values, fostering inclusivity and avoiding unintended misinterpretations. Additionally, more work needs to be put into producing or manufacturing products that appeal to the end consumers values and attitudes as well as managing political factors. Which will demand the governments of Ghana and South Korea to come up with policies that promote easy trade and foster good relations since in the long run, a bad and inconsiderate policy can reduce patronage thus a fall in consumer preference.