Individualist vs. Collectivist Cultures: Shopping for Prestige in Australia

Abstract

This study compared the shopping patterns of two types of consumers within that Australian population—those conditioned by collectivist societies (Asian-born) and those conditioned by an individualist society (Australian-born). We hypothesised that consumers from collectivist societies are more prone to express their individuality and identity through the material acquisition of prestige goods than consumers from an individualist society. Data from the Roy Morgan Research syndicated survey of consumers were examined for three types of consumer behaviour: stores patronised for clothing purchases, stores used for the purchase of furnishings, and type of car currently owned. The findings indicate that Australian consumers originating from collectivist cultures have a stronger tendency to patronise prestige stores and drive upscale types of cars than Australian consumers who were born in their individualist nation. This pattern of consumer association with more prestigious stores is quite apparent even when income effects are held constant