Culture and Consumer Behavior—A Study of Trinidad & Tobago and Jamaica

Abstract

This study examines the impact of culture on consumer behavior in two Caribbean countries namely Trinidad & Tobago, and Jamaica. A set of hypotheses are developed to understand the impact of culture on consumer behavior. Data is collected by surveying consumers from both countries. The findings of the research suggest there is a relationship between family structure, language (local dialect), values and beliefs on consumer behavior in both Trinidad & Tobago and Jamaica.