The relationships between collective-oriented values and materialism, product status signaling and product satisfaction: A two-city study

摘要: Purpose Prior research has found that consumers’ purchasing behavior varies amongst consumers of different cultures. The purpose this paper is to examine the luxury products by investigating relationships between their collective-oriented values (pertaining religion, family, and community), materialism or materialistic orientation, resulting in them using such signal social status others, whether they are getting satisfaction from products, an effort understand how behaviors vary Malaysian Saudi Arabian consumers. Design/methodology/approach Data were collected a questionnaire survey where 1,388 self-administered questionnaires Baby boomers, Generations X Y respondents two major cities: Kuala Lumpur, Malaysia Jeddah, Arabia. data analyzed structural equation modeling. authors also assessed structure reliability constructs developed for as well tested some hypotheses regarding interrelationships, across cities/cultures. Findings Findings demonstrate complexity cultures lifestyles societies. For consumers, tendency significantly influenced religious, family (inverse relationship), community values, whereas was only values. Saudis, there strong positive product signaling satisfaction, Malaysians, both but moderate strength. Overall, results show Malaysians more than Saudis. But, since Saudis have higher income, better position fulfill desire counterparts. Research limitations/implications The convenience sampling used study main limitation. Another limitation it done one city each countries. Practical implications Consumers cultures/cities do use society, despite country income levels consumption those gave satisfaction. Hence, practical implication, international marketers services could should continue market these countries. However, need factors influence hence marketing strategies take into consideration. Originality/value All issues discussed not been previously empirically investigated compared developing countries – Arabia, mono-cultural high-income country) (a multi-cultural upper middle rapid growth rates economic importance.