Advertising Decision Making in Cameroon as a Cultural Framework

Abstract

The principal objective of this study is to investigate the impact of consumer culture on advertising decisions in Cameroon. The cultural variables used include: language, religion, individualism/collectivism, beliefs, values, customs, and pride. We collected primary data from the towns of Douala and Yaounde through the use of questionnaire, calculated Cronbach`s alpha for each of our measuring instruments to ensure their reliability. This data is analysed through Chi square analysis test, multiple correspondence analysis, the test of T student, poison regression analysis, and Spearman correlation test. We found out that prominent values influencing  advertising  decisions  are;  pride,  face  to  face  contact  in  business  negotiation,  elastic  time concept, long term orientation, and high social tides. Our results showed that consumer culture has a strong impact on advertising in all the regions with the exception of the centre and south regions. It is represented in the products we buy through design. Lastly, local models have a strong positive impact than foreign models, we recommend enterprises advertising in Cameroon to practice ethno advertising, and more so new products should first be advertised in the rest of the regions and gradually to the Centre and south Regions.

Keywords: Acculturation, Advertising, Collectivism, Face to face contact, Language, Long term orientation, Religion., and Elastic time concept, pride


Article Review Status: Published

Pages: 1-22 (Download PDF)

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