The Impact of National Culture on International Marketing and Consumer Behavior in Iraqi Kurdistan, Focusing on Hofstede’s Model

Abstract

In order to investigate the influence of national culture on international marketing and consumer behavior and answer the research questions in Iraqi Kurdistan, this paper tend to identify Hofstede cultural dimensions and explain how these dimensions may impact the global marketing management. The first section of this study focuses on international marketing and national culture in order to investigate the past research on how national culture can impact international marketing and consumer behavior as dependent variable. Thereafter, some questions were asked and a quantitative self-respond questionnaire was used to measure the Iraqi Kurds cultural values. This research used convenience sample method and it is based on the population of 272 professional managers at different organizational levels. Then, it was combined with the past research results by the same author to bring consistency and reliability to the research and also reduce sample error. In the last section, data were analyzed and at the end a deep discussion was created to respond the questions. The findings explain the relationship between both variables and support the past works by De Mooij and Hofstede as concrete works that can be applied by international managers. Therefore, researcher concludes that this paper provide strong argument that there is positive relationship between national culture and international marketing. At the end some suggestions were made.

Keywords: Consumer Behavior, Context Model., Culture, Hofstde Model, International Marketing, Kurds


Article Review Status: Published

Pages: 73-101 (Download PDF)

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