Purpose: The article describes how cross-cultural communication might impact purchase decisions in the fourth stage of the decision-making process. It also examines how cultural value influences the Ghanaian consumer. The results and conclusions aim to help MNEs comprehend Ghanaian culture. Literature review: The reviewed literature discussed cross-cultural communication. Such as Hofstede's cultural aspects and how they affect the purchase decision. The author offered six hypotheses for the research model from the literature review. Methodology: A quantitative research design was used with a deductive research technique. An online questionnaire constructed with Google Forms was used to collect primary data, and it received 154 replies. Descriptive statistics, Cronbach's alpha, and Pearson's correlation were used to analyse the data. Findings: Hofstede's cultural qualities are positively linked to purchase decisions. Indulgence is the most vital link. The correlation research linked buying decisions to Hofstede's cultural characteristics. Positive connections were made. The thesis author analyses empirical data showing that Ghanaians keep to their culture but also follow trends.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-117630 |
| Date | January 2022 |
| Creators | Assi, Issa |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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