Influence of culture onconsumer behaviour: a model at personal level in pharmaceutical context

Abstract

This paper focuses on the building of conceptual model based on the Hofstede theory (1980; 1991) with extended theories for personally cultural values. As a result, a model for the relationshisp between personal cultural values and Vietnamese consumers’ buying intention in the context of non-prescription medication is established. The model is a new approach for the Hofstede’s theory at personally cultural level which was not developed and accepted before.