Myanmar is transitioning to an open market economy, but very little is known about Myanmar consumers and their attitudes towards globalisation. Using Hofstede’s cultural dimensions and social identity theory, this study sheds light on the role Myanmar consumers’ cultural values and social identity play in consumer preferences. This study also explores the relationship between Myanmar identity and consumers’ perceptions of products based on country of origin and attitudes towards globalisation. Results from a cross-sectional survey of Myanmar consumers in Yangon (N = 268) reveal that consumers displayed cultural traits similar to the ones from their neighbouring Southeast Asian countries. In addition, Myanmar consumers in Yangon do not express any particular consumer animosity towards products from other countries and seem open to globalisation. Findings provide IJAPS, Vol. 14, No. 1, 191–226, 2018 Myanmar Consumers’ Identity and Preferences 192 further insights into Myanmar culture and how to effectively communicate with Myanmar consumers.

中文翻译：

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缅甸的文化层面：探索仰光缅甸居民的社会认同，全球化态度与偏好之间的关系

缅甸正在向开放市场经济过渡，但对缅甸消费者及其对全球化的态度知之甚少。本研究使用霍夫斯泰德的文化维度和社会认同理论，阐明了缅甸消费者的文化价值观和社会认同在消费者偏好中的作用。这项研究还根据原产国和对全球化的态度，探讨了缅甸身份与消费者对产品的看法之间的关系。对仰光缅甸消费者的横断面调查结果（N = 268）显示，消费者表现出的文化特质与邻国东南亚国家的文化特质相似。此外，仰光的缅甸消费者并未对其他国家/地区的产品表现出特别的敌意，并且似乎愿意接受全球化。调查结果提供了IJAPS，第1卷。第14号，第191-226，2018年，缅甸消费者的身份和偏好192进一步了解缅甸文化以及如何与缅甸消费者有效沟通。