Rudkin, Alana and Erba, Joseph
(2018)
Myanmar’s Cultural Dimensions: Exploring
The Relationship Among The Social Identity,
Attitudes Towards Globalisation And
Preferences Of Myanmar Consumers In
Yangon.
International Journal of Asia Pacific Studies (IJAPS), 14 (1).
pp. 191-226.
ISSN ISSN: 1823-6243
Abstract
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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