Impact of Culture on Mobile Phone Purchasing A Comparison between Thai and Swedish Consumers

Abstract: “Mobile phones as a communication technology fits into culture rather than imposes on a culture” (Xin, 2006).Therefore, the main purpose of this research was to investigate and to understand the impact national culture has on mobile phone buyer behaviour of Thai and Swedish consumers. The research was also conducted to identify whether there was a significant cultural difference of buying behaviour for these two cultures when purchasing mobile phones.  Hofstede’s cultural dimensions (individualism/collectivism and power distance) was addressed in order to examine if culture influences Thai and Swedish consumers when purchasing a mobile phone.  In order to examine the difference between Thai and Swedish consumers, a data analysis was conducted through the SPSS statistical program using an Independent Sample T-test and Pearson Correlations. The questionnaires were distributes to both Thai (70 sets) and Swedish (70sets) students in the University of Malardalen. The findings indicated that there is a significant difference between Thai and Swedish consumers in term of mobile phone purchasing behaviour as far as Hofstede’s cultural dimensions. A major contribution to this study is that it will provide an insight into the differences in culture between Swedish and Thai consumers, the Eastern and Western cultural divide and how culture influences mobile phone purchasing behaviour.   The findings will also assist managers in mobile phone organizations to manage the dynamics of culture through time as well as to enhance their communications and promotional strategies within an overall marketing strategy. Incorporating culture into their overall marketing and communications strategies will enable organizations to meet customer needs and expectations, sustain and increase growth along with market share and to maximize profitability.