Convergence or divergence? An econometric analysis of the role of culture on consumer purchase patterns

Abstract

The study aims to analyze the influence of national culture on purchasing pat-terns. We use footwear sales and compare the results with those of apparel gathered in another study. We perform a multiple regression analysis using national retail sales data from Puerto Rico and the United States, paying particular attention to the effects of seasonality. The results confirm that culture influences purchase and that special occasions can predict variations in sales. By comparing the results with those of apparel, we identify common behaviors and differences between categories. Our study contributes to the limited amount of empirical research available about the influence of national culture on consumer behavior, offering helpful information to retailers interested in entering these markets.