The effects of micro-cultural differences on consumer behaviour: the case of differences in the buying behaviours of Christian and Muslim consumers

摘要

This paper examines the effects of micro-cultural differences on buying behaviour, especially with regard to electrical and home appliances. Sixty-six Christian and Muslim consumers, citizens of a multicultural town, participated in 11 focus groups to allow the authors to examine the differences in the consumers' perceptions, attitudes and purchasing behaviour. The research took place in Komotini, a Greek town where Christian and Muslim consumers, with differences in religion and in other micro-cultural factors, have coexisted for decades. Results reveal that microculture develops different patterns of behaviour for Christian and Muslim consumers, based on their religious preferences and social class. Differences were also found between Christian and Muslim consumers in their perceptions of the ideal store, as well as in their buying selection criteria. The results suggest that micro-cultural differences have to be incorporated in retailers' marketing strategies in multicultural societies.