Culture plays an important and complex role in shaping consumer behaviour. This article attempts to appraise the role of culture in determining consumer behaviour of the aboriginal Tripuri tribes. Cultural aspects are measured by three globalization-linked cultural dispositions: cosmopolitanism (COSMO), materialism (MAT) and consumer ethnocentrism (CET). Consumer behaviour is measured by the importance a consumer attaches to purchase/use of a particular product. A total of 39 product items from seven product categories are evaluated. The categories included are global foods, global fashion, local foods, luxury items, appliances, technology and electronic items, and networking platforms. Collecting and analysing data from 702 Tripuri tribes, this study concludes that CET is the most dominant construct among Tripuri tribes. CET and COSMO also had significant roles in shaping consumer behaviour. COSMO is observed to have a significant positive association with both MAT and CET. No significant association is observed between MAT and CET. Tripuri tribes’ income class, religious belief, nature of residential location and dominating culture of the location are observed to have significant impact on shaping COSMO, MAT and CET tendencies. The study also concludes that it is not desirable for firms to utilize generalized findings related to impact of globalization-linked cultural dispositions in shaping consumer behaviour in their marketing strategy for specific niche groups like aboriginal tribes in India.

中文翻译：

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世界主义，唯物主义，消费者民族中心主义和消费者行为：来自印度原住民Tripuri部落的证据

文化在塑造消费者行为中扮演着重要而复杂的角色。本文试图评估文化在确定原住民Tripuri部落的消费者行为中的作用。文化方面是通过与全球化相关的三种文化倾向来衡量的：世界主义（COSMO），物质主义（MAT）和消费者民族中心主义（CET）。消费者行为由消费者对购买/使用特定产品的重视程度来衡量。对来自七个产品类别的39个产品项进行了评估。类别包括全球食品，全球时尚，本地食品，奢侈品，电器，技术和电子产品以及网络平台。收集和分析来自702个Tripuri部落的数据，这项研究得出的结论是CET是Tripuri部落中最主要的结构。CET和COSMO在塑造消费者行为方面也发挥了重要作用。观察到COSMO与MAT和CET都有显着的正相关。在MAT和CET之间没有观察到明显的关联。特里普里部落的收入阶层，宗教信仰，居住地点的性质以及该地点的主要文化对塑造COSMO，MAT和CET倾向具有重大影响。该研究还得出结论，对于特定的利基群体（如印度的土著部落），在其营销策略中，企业不希望利用与全球化相关的文化倾向的影响有关的广义发现来塑造消费者行为。在MAT和CET之间没有观察到明显的关联。特里普里部落的收入阶层，宗教信仰，居住地点的性质以及该地点的主要文化对塑造COSMO，MAT和CET倾向具有重大影响。该研究还得出结论，对于特定的利基群体（如印度的土著部落），在其营销策略中，企业不希望利用与全球化相关的文化倾向的影响有关的一般性发现来塑造消费者行为。在MAT和CET之间没有观察到明显的关联。特里普里部落的收入阶层，宗教信仰，居住地点的性质以及该地点的主要文化对塑造COSMO，MAT和CET的倾向有重大影响。该研究还得出结论，对于特定的利基群体（如印度的土著部落），在其营销策略中，企业不希望利用与全球化相关的文化倾向的影响有关的一般性发现来塑造消费者行为。