Myanmar’s Cultural Dimensions: Exploring The Relationship Among The Social Identity, Attitudes Towards Globalisation And Preferences Of Myanmar Consumers In Yangon
Myanmar is transitioning to an open market economy, but very little is known about Myanmar consumers and their attitudes towards globalisation. Using Hofstede’s cultural dimensions and social identity theory, this study sheds light on the role Myanmar consumers’ cultural values and social identit...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Sains Malaysia (USM Press)
2018
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| Online Access: | http://eprints.usm.my/41395/1/IJAPS-1412018_Art.-8191-226.pdf |
| Summary: | Myanmar is transitioning to an open market economy, but very little is known
about Myanmar consumers and their attitudes towards globalisation. Using
Hofstede’s cultural dimensions and social identity theory, this study sheds light on
the role Myanmar consumers’ cultural values and social identity play in consumer
preferences. This study also explores the relationship between Myanmar identity
and consumers’ perceptions of products based on country of origin and attitudes
towards globalisation. Results from a cross-sectional survey of Myanmar consumers
in Yangon (N = 268) reveal that consumers displayed cultural traits similar to the
ones from their neighbouring Southeast Asian countries. In addition, Myanmar
consumers in Yangon do not express any particular consumer animosity towards
products from other countries and seem open to globalisation. |
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