”Culture and Consumer Behavior—A Study of Trinidad & Tobago and Jamaica”

“Budaya dan Perilaku Konsumen — Studi tentang Trinidad & Tobago dan
Jamaika”

Sherrard Spiers1, Raghava R. Gundala2 & Mandeep Singh3

1 Arthur Lok Jack Graduate School of Business, Trinidad, West Indies
2 University of Wisconsin-Stout, Menomonie, Wisconsin, USA & Arthur Lok Jack Graduate
School of Business, Trinidad, West Indies
3 Western Illinois University, Macomb, Illinois, USA
Correspondence: Raghava R Gundala, Business Department, University of Wisconsin – Stout,
Menomonie, WI 54751, USA. Tel: 1-715-232-1193. Email: gundalar@uwstout.edu
Received: August 15, 2013 Accepted: April 28, 2014 Online Published: July 28, 2014
doi:10.5539/ijms.v6n4p92 URL: http://dx.doi.org/10.5539/ijms.v6n4p92
Sherrard Spiers1, Raghava R. Gundala2 & Mandeep Singh3
1 Arthur Lok Jack Sekolah Pascasarjana Bisnis, Trinidad, Hindia Barat
2 Universitas Wisconsin-Stout, Menomonie, Wisconsin, AS & Arthur Lok Jack Sekolah
Pascasarjana Bisnis, Trinidad, Hindia Barat
3 Universitas Illinois Barat, Macomb, Illinois, AS
Korespondensi: Raghava R Gundala, Departemen Bisnis, Universitas Wisconsin - Stout,
Menomonie, WI 54751, AS. Telepon: 1-715-232-1193. Surel: gundalar@uwstout.edu
Diterima: Agustus 15, 2013 Diterima: April 28, 2014 Online Diterbitkan: Juli 28, 2014
doi:10.5539/ijms.v6n4p92 URL: http://dx.doi.org/10.5539/ijms.v6n4p92
Abstract
This study examines the impact of culture on consumer behavior in two Caribbean countries
namely Trinidad & Tobago, and Jamaica. A set of hypotheses are developed to understand the
impact of culture on consumer behavior. Data is collected by surveying consumers from both
countries. The findings of the research suggest there is a relationship between family structure,
language (local dialect), values and beliefs on consumer behavior in both Trinidad & Tobago and
Jamaica.
Keywords: consumer behavior, culture, Caribbean, international marketing, Trinidad & Tobago,
Jamaica
Abstrak
Penelitian ini mengkaji dampak budaya terhadap perilaku konsumen di dua negara Karibia
yaitu Trinidad & Tobago, dan Jamaika. Serangkaian hipotesis dikembangkan untuk memahami
dampak budaya terhadap perilaku konsumen. Data dikumpulkan dengan mensurvei konsumen
dari kedua negara. Temuan penelitian menunjukkan ada hubungan antara struktur keluarga,
bahasa (dialek lokal), nilai-nilai dan keyakinan pada perilaku konsumen di Trinidad & Tobago
dan Jamaika.
Kata kunci: perilaku konsumen, budaya, Karibia, pemasaran internasional, Trinidad & Tobago,
Jamaika
1. Introduction
During 1970s and 80s the argument that consumers were converging (Levitt, 1983) or at least
that differences among consumers were fading, gathered wide support among many marketing
theorists and practitioners (Ohmae, 1989). This led to the premise that, in international
marketing, differences, in consumers does not matter. In the 1990s theoretical contributions of
culture’s impact on marketing started emerging (McCracken, 1986; Clark, 1990; Manrai &
Manrai, 1996). Culture, long recognized as important in anthropology, sociology and
psychology, was increasingly deemed to be of relevance in marketing (Ogden, Ogden, & Schau
2004). It was not long for widespread consensus to coalesce in the marketing literature
recognizing the influence of culture on the behavior of consumers (Barnhill, 1967; Hall, 1977;
Pitts & Woodside,1984; Kinsey, 1988; Rapaille, 2002; De Mooij, 2005; Backhaus et al., 2005).
1. Pendahuluan
Selama tahun 1970-an dan 80-an argumen bahwa konsumen berkumpul (Levitt, 1983) atau
setidaknya bahwa perbedaan di antara konsumen memudar, mengumpulkan dukungan luas di
antara banyak ahli teori pemasaran dan praktisi (Ohmae, 1989). Ini mengarah pada premis
bahwa, dalam pemasaran internasional, perbedaan, pada konsumen tidak masalah. Pada 1990-
an kontribusi teoritis dampak budaya pada pemasaran mulai muncul (McCracken, 1986; Clark,
1990; Manrai &; Manrai, 1996). Budaya, lama diakui sebagai penting dalam antropologi,
sosiologi dan psikologi, semakin dianggap relevan dalam pemasaran (Ogden, Ogden, & Schau
2004). Tidak lama bagi konsensus luas untuk menyatu dalam literatur pemasaran yang
mengakui pengaruh budaya terhadap perilaku konsumen (Barnhill, 1967; Hall, 1977; Pitts &
Woodside,1984; Kinsey, 1988; Rapaille, 2002; De Mooij, 2005; Backhaus et al., 2005).
1.1 Culture
As early as 1874, British anthropologist, Taylor, defined culture as a complex whole of
knowledge, belief, art, law, morals, customs and any other talents and habits acquired by
individuals as members of society. Redfield (1941) later defined culture as the conventional
understandings displayed in the act and artifact, which characterizes societies. Herskovits (1969)
said that cultures of no two peoples were identical. The customs of those who live close to one
another have greater likenesses than do the customs of those who live further apart. When
cultures are viewed objectively; they are seen as homogenous clusters. They can be grouped as
regions and can be delimited on a map (for example, the Caribbean Islands). Bock (1979) said
the striking differences among social groups are cultural. Further, he stated the language they
speak, the tools they use, the food they prefer, the career they choose, their ideas about beauty or
even the supernatural, all depend mainly on the culture of the group in which they are raised.
Hofstede (1980) highlighted the culture is a broad collective pattern of cognition, results, and
actions that have important effects for functioning societies, of groups within those societies and
individual members of such groups. Similar views are expressed by Schew et al. (1998). In
addition, they also said that culture is a set of learned values and beliefs, attitudes, practices and
forms of behavior that are shared by a society. These forms of behaviors are passed on from
generation to generation within that society, and that culture is one of the determinants of
decision-making and buying behavior.
1. Budaya
Pada awal 1874, antropolog Inggris, Taylor, mendefinisikan budaya sebagai keseluruhan
kompleks pengetahuan, kepercayaan, seni, hukum, moral, adat istiadat dan bakat serta
kebiasaan lain yang diperoleh oleh individu sebagai anggota masyarakat. Redfield (1941)
kemudian mendefinisikan budaya sebagai pemahaman konvensional yang ditampilkan dalam
tindakan dan artefak, yang menjadi ciri masyarakat. Herskovits (1969) mengatakan bahwa
budaya tidak ada dua bangsa yang identik. Adat istiadat orang-orang yang tinggal berdekatan
satu sama lain memiliki kemiripan yang lebih besar daripada adat istiadat mereka yang hidup
berjauhan. Ketika budaya dilihat secara objektif; Mereka dipandang sebagai kelompok
homogen. Mereka dapat dikelompokkan sebagai wilayah dan dapat dibatasi pada peta
(misalnya, Kepulauan Karibia). Bock (1979) mengatakan perbedaan mencolok di antara
kelompok-kelompok sosial adalah budaya. Lebih lanjut, ia menyatakan bahasa yang mereka
gunakan, alat yang mereka gunakan, makanan yang mereka sukai, karier yang mereka pilih,
ide-ide mereka tentang kecantikan atau bahkan supranatural, semuanya bergantung terutama
pada budaya kelompok tempat mereka dibesarkan.
Hofstede (1980) highlighted the culture is a broad collective pattern of cognition, results, and
actions that have important effects for functioning societies, of groups within those societies and
individual members of such groups. Similar views are expressed by Schew et al. (1998). Selain
itu, mereka juga mengatakan bahwa budaya adalah seperangkat nilai dan keyakinan yang
dipelajari, sikap, praktik dan bentuk perilaku yang dimiliki oleh masyarakat. Bentuk-bentuk
perilaku ini diturunkan dari generasi ke generasi dalam masyarakat itu, dan budaya itu adalah
salah satu penentu pengambilan keputusan dan perilaku pembelian.
Markus and Kitayama (1991) pointed out that cultural norms and beliefs are powerful forces
shaping people’s perceptions, dispositions, and behaviors and failure to take these cultural
differences into consideration could be the cause for failure of businesses. Apart from supporting
the findings of Hofstede (1980), Markus and Kitayama (1991), Havilland (1996) and Schew et
al.(1998) are all of the opinions that cultures are learned, mostly through language, rather than
inherited biologically, and parts of the culture work as an integrated whole.
Crandall and Schaller (2002) define culture as the total of socially transmitted behavior patterns
which are common across a particular group, which distinguishes that culture from other
populations. These socially passed on patterns include beliefs, behavior and enduring artifacts
that are produced because of those beliefs and behaviors. Schaller and Crandall (2004) argued
that the culture is not a single, observable set of behaviors, but it is something of an abstraction
inferred from noticing other specific set of actions such as beliefs, habits, and artifacts that are
more easily and directly noted.
By reviewing the literature from psychology, anthropology, consumer behavior and international
marketing, McCort and Malhotra (1993) hypothesized that there is a cultural impact on
individual cognitive functioning, namely perception, information processing, values, and self-
concept and contended that culture impacts almost every construct of concern to marketers.
Similarly, Usunier (1996) stresses that nearly every facet of consumer behavior is influenced by
culture.
Markus dan Kitayama (1991) menunjukkan bahwa norma dan kepercayaan budaya adalah
kekuatan yang kuat yang membentuk persepsi, disposisi, dan perilaku orang dan kegagalan
untuk mempertimbangkan perbedaan budaya ini dapat menjadi penyebab kegagalan bisnis.
Selain mendukung temuan Hofstede (1980), Markus dan Kitayama (1991), Havilland (1996) dan
Schew et al. (1998) adalah semua pendapat bahwa budaya dipelajari, sebagian besar melalui
bahasa, daripada diwariskan secara biologis, dan bagian dari budaya bekerja sebagai
keseluruhan yang terintegrasi.
Crandall dan Schaller (2002) mendefinisikan budaya sebagai total pola perilaku yang
ditularkan secara sosial yang umum di seluruh kelompok tertentu, yang membedakan budaya itu
dari populasi lain. Pola-pola yang diturunkan secara sosial ini termasuk kepercayaan, behavior
and enduring artifacts that are produced because of those beliefs and behaviors. Schaller and
Crandall (2004) argued that the culture is not a single, observable set of behaviors, but it is
something of an abstraction inferred from noticing other specific set of actions such as beliefs,
habits, and artifacts that are more easily and directly noted.
Dengan meninjau literatur dari psikologi, antropologi, perilaku konsumen dan pemasaran
internasional, McCort dan Malhotra (1993) berhipotesis bahwa ada dampak budaya pada
fungsi kognitif individu, yaitu persepsi, pemrosesan informasi, nilai-nilai, dan konsep diri dan
berpendapat bahwa budaya berdampak pada hampir setiap konstruksi perhatian pemasar.
Demikian pula, Usunier (1996) menekankan bahwa hampir setiap aspek perilaku konsumen
dipengaruhi oleh budaya.
Thus, the differences between a home country’s culture and international market’s culture can
have a significant impact and must be well understood before developing country-specific
marketing strategies. International marketing research has made associations with culture in
recent research, especially associated with product acceptance (Craig & Douglas, 2006),
differences in marketing strategies between the home and host country (Hewett et al., 2003).
Nakata (2003) said that 25 percent of leading scholarly journal articles in international marketing
incorporated cultures during the period of 1990 to 1995 and the same rose to 44 percent in 1995
to 2000. This was a clear sign marking the importance of the cultural and its influence on
international marketing. Osland and Bird (2000) and Nakata (2003) in the same context argued
that many of these studies looked at the culture as a static trait theory and argued that research
should go beyond “sophisticated stereotyping” towards “cultural sense-making in context.”
Based on the literature reviewed, culture for this research study is defined as “set of socially
acquired behavior patterns and meanings common to members of a particular society or social
group, including the key elements of family structure (Roberts, Gwin, & Martinez, 2004),
language (Takada & Jain, 1991), beliefs and values (Sojka & Tansuhaj, 1995).”

Dengan demikian, perbedaan antara budaya negara asal dan budaya pasar internasional dapat
memiliki dampak yang signifikan dan harus dipahami dengan baik sebelum mengembangkan
strategi pemasaran khusus negara. Riset pemasaran internasional telah membuat asosiasi
dengan budaya dalam penelitian terbaru, terutama yang terkait dengan penerimaan produk
(Craig &; Douglas, 2006), perbedaan strategi pemasaran antara negara asal dan tuan rumah
(Hewett et al., 2003).
Nakata (2003) mengatakan bahwa 25 persen artikel jurnal ilmiah terkemuka dalam pemasaran
internasional memasukkan budaya selama periode 1990 hingga 1995 dan hal yang sama
meningkat menjadi 44 persen pada tahun 1995 hingga 2000. Ini adalah tanda yang jelas
menandai pentingnya budaya dan pengaruhnya terhadap pemasaran internasional. Osland dan
Bird (2000) dan Nakata (2003) dalam konteks yang sama berpendapat bahwa banyak dari studi
ini melihat budaya sebagai teori sifat statis dan berpendapat bahwa penelitian harus
melampaui "stereotip canggih" menuju "pembuatan akal budaya dalam konteks."
Berdasarkan literatur yang ditinjau, budaya untuk studi penelitian ini didefinisikan sebagai
"seperangkat pola perilaku dan makna yang diperoleh secara sosial yang umum bagi anggota
masyarakat atau kelompok sosial tertentu, termasuk elemen kunci dari struktur keluarga
(Roberts, Gwin, & Martinez, 2004), bahasa (Takada & Jain, 1991), keyakinan dan nilai-nilai
(Sojka & Tansuhaj, 1995)."
1.2 Trinidad & Tobago
The culture of Trinidad &Tobago reflects the influence of African, Indian, Amerindian, Chinese,
British, French and to a lesser extent Spanish and Portuguese cultures. The most influential
single cultural factor in Trinidad& Tobago is Carnival, brought by French settlers from
Martinique in the later part of the 18th century. Originally the celebration was confined to the
elite, but it was imitated and adapted by their slaves and, after abolition of slavery in 1838, the
practice spread into the people. The cuisine of Trinidad & Tobago is drawn from the origins of
its people and as such is influenced by Creole, Indian and Chinese cuisine.
1.2 Budaya Trinidad &Tobago
Mencerminkan pengaruh Afrika, India, Amerindian, Cina, Inggris, Prancis dan pada tingkat
lebih rendah budaya Spanyol dan Portugis. Faktor budaya tunggal yang paling berpengaruh di
Trinidad & Tobago adalah Karnaval, yang dibawa oleh pemukim Prancis dari Martinik di
bagian akhir abad ke-18. Awalnya perayaan itu terbatas pada elit, Tapi itu ditiru dan diadaptasi
oleh budak mereka dan, setelah penghapusan perbudakan pada tahun 1838, praktik itu
menyebar ke orang-orang. Masakan Trinidad & Tobago diambil dari asal-usul rakyatnya dan
dengan demikian dipengaruhi oleh masakan Creole, India dan Cina.
1.3 Jamaica
Jamaican culture represents a combination of cultures that have occupied the Greater Antilles
island, Jamaica. The original Taino Settlers, followed by their Spanish conquerors (who were in
turn conquered by the British), all made major contributions in developing Jamaican culture.
However, it is the Africanslaves who became the dominant cultural force as they suffered and
resisted the harsh conditions of forced labor. After abolishing slavery, Chinese and Indian
migrants were transported to the island as indentured workers, bringing with their ideas from the
Far East. The official national language is English, with heavy use of local idiom. A local dialect
called Patois is widely spoken.
1.3 Jamaika
Budaya Jamaika mewakili kombinasi budaya yang telah menduduki pulau Antillen Besar,
Jamaika. Pemukim Taino asli, diikuti oleh penakluk Spanyol mereka (yang pada gilirannya
ditaklukkan oleh Inggris), semuanya memberikan kontribusi besar dalam mengembangkan
budaya Jamaika. Namun, budak-budak Afrikalah yang menjadi kekuatan budaya dominan
karena mereka menderita dan melawan kondisi kerja paksa yang keras. Setelah menghapus
perbudakan, Migran Cina dan India diangkut ke pulau itu sebagai pekerja kontrak, membawa
ide-ide mereka dari Timur Jauh. Bahasa nasional resmi adalah bahasa Inggris, dengan
penggunaan idiom lokal yang berat. Dialek lokal yang disebut Patois digunakan secara luas.
2. Consumer Behavior
Consumer behavior is defined as a field of study that focuses on consumer activities including
consumption analysis on why and how people use products, besides why and how they buy
products (Kotler and Armstrong, 2009). Consumer behaviors are activities and associations that
people undertake when buying, consuming, and disposing of products (Blackwell, Miniard, &
Engel, 2006). Consumer behavior is influenced and motivated by factors such as culture,
personality, life-stage, income, attitudes, motivators, feelings, knowledge, ethnicity, family,
values, available resources, opinions, experiences, peer groups, and other groups.
Culture influences various consumer behavior dimensions. Cross-cultural research, in fact,
identify minor or major differences, which may be traced to culture. The need for adopting a
broader perspective and exploring fundamental relationships in international marketing was seen
essential for advancement in this area (Cavusgil 1998).Efforts to understand consumer behavior
led to developing many general models depicting the major influences on consumers
internationally. In an early attempt to explain differences among cultures in their perceptions,
evaluations, and consumption behavior of a general product or service, Sheth and Sethi (1977)
developed a comprehensive theory of cross-cultural buyer behavior. This model on consumer
behavior considered many items of culture, including Language, Religion, Education, Roles,
Norms, Personality, Lifestyle, Socialization, and Tradition.
 According to Samli (1995), consumer behavior could be predicted using a scoring system on
relevant cultural variables that would allow to identify specific international consumer behavior
patterns. Samli (1995) proposed the following set of variables: class structure, language, context
(low/high), interpersonal relationships, needs hierarchy, role of the sexes, role of children,
territoriality, temporality, learning, work ethics, need for privacy, exploitation of resources,
resource utilization, family role in decision-making, family size, religiosity, tradition orientation,
and technology grasp.
Manrai and Manrai (1996) later offered a model of the effect of culture on consumer behavior.
They recognized complexity of culture and the difficulty of distinguishing it from its effects.
They preferred to consider components and consequences of culture, classified into social,
personal, and psychological categories. These were further classified as intermediary variables or
processes that affect consumer behavior domains that includes: product acquisition and
consumption behavior; the adoption and diffusion of innovations; either complaining or
complimenting behavior; consumer response to advertising and marketing communication;
responses to features on distribution and responses to aspects on pricing. Luna and Gupta (2001)
developed the direct and indirect impact of culture on consumer behavior. They saw culture
influencing consumer behavior through its manifestations: values, heroes, rituals, and symbols.
2. Perilaku konsumen
Perilaku konsumen didefinisikan sebagai bidang studi yang berfokus pada aktivitas konsumen
termasuk analisis konsumsi tentang mengapa dan bagaimana orang menggunakan produk,
selain mengapa dan bagaimana mereka membeli produk (Kotler dan Armstrong, 2009).
Perilaku konsumen adalah kegiatan dan asosiasi yang dilakukan orang ketika membeli,
mengkonsumsi, dan membuang produk (Blackwell, Miniard, & Engel, 2006). Perilaku konsumen
dipengaruhi dan dimotivasi oleh faktor-faktor seperti budaya, kepribadian, tahap kehidupan,
pendapatan, sikap, motivator, perasaan, pengetahuan, etnis, keluarga, nilai-nilai, sumber daya
yang tersedia, pendapat, pengalaman, kelompok sebaya, dan kelompok lainnya.
Budaya mempengaruhi berbagai dimensi perilaku konsumen. Penelitian lintas budaya, pada
kenyataannya, mengidentifikasi perbedaan kecil atau besar, yang dapat ditelusuri ke budaya.
Kebutuhan untuk mengadopsi perspektif yang lebih luas dan mengeksplorasi hubungan
mendasar dalam pemasaran internasional dipandang penting untuk kemajuan di bidang ini
(Cavusgil 1998). Upaya untuk memahami perilaku konsumen menyebabkan pengembangan
banyak model umum yang menggambarkan pengaruh besar pada konsumen secara
internasional. Dalam upaya awal untuk menjelaskan perbedaan antar budaya dalam persepsi,
evaluasi, dan perilaku konsumsi mereka terhadap produk atau layanan umum, Sheth dan Sethi
(1977) mengembangkan teori komprehensif perilaku pembeli lintas budaya. Model perilaku
konsumen ini mempertimbangkan banyak item budaya, termasuk Bahasa, Agama, Pendidikan,
Peran, Norma, Kepribadian, Gaya Hidup, Sosialisasi, dan Tradisi.
Menurut Samli (1995), perilaku konsumen dapat diprediksi dengan menggunakan sistem
penilaian pada variabel budaya yang relevan yang akan memungkinkan untuk mengidentifikasi
pola perilaku konsumen internasional tertentu. Samli (1995) mengusulkan serangkaian variabel
berikut: struktur kelas, bahasa, konteks (rendah / tinggi), hubungan interpersonal, hierarki
kebutuhan, peran jenis kelamin, peran anak-anak, teritorialitas, temporalitas, pembelajaran,
etika kerja, kebutuhan akan privasi, eksploitasi sumber daya, pemanfaatan sumber daya, peran
keluarga dalam pengambilan keputusan, ukuran keluarga, religiusitas, orientasi tradisi, dan
pemahaman teknologi.
Manrai dan Manrai (1996) kemudian menawarkan model pengaruh budaya terhadap perilaku
konsumen. Mereka mengakui kompleksitas budaya dan kesulitan membedakannya dari efeknya.
Mereka lebih suka mempertimbangkan komponen dan konsekuensi budaya, diklasifikasikan ke
dalam kategori sosial, pribadi, dan psikologis. Ini selanjutnya diklasifikasikan sebagai variabel
perantara atau proses yang mempengaruhi domain perilaku konsumen yang meliputi: akuisisi
produk dan perilaku konsumsi; adopsi dan difusi inovasi; baik perilaku mengeluh atau memuji;
respons konsumen terhadap periklanan dan komunikasi pemasaran; tanggapan terhadap fitur
pada distribusi dan tanggapan terhadap aspek pada harga. Luna dan Gupta (2001)
mengembangkan dampak langsung dan tidak langsung dari budaya pada perilaku konsumen.
Mereka melihat budaya mempengaruhi perilaku konsumen melalui manifestasinya: nilai,
pahlawan, ritual, dan simbol.
3. Methodology and Data Analysis
3.1 Hypothesis of the Present Study
Based on the above, this study examines the impact of culture on consumer behavior. The core
cultural variables considered for this study are; family structure, local dialect (language), and
values and beliefs. The study is limited to examining this influence in two selected Caribbean
Islands namely, Trinidad& Tobago and Jamaica. The intent of this research is to further the
existing literature (Tse et al., 1988; Lenartowicz & Roth, 2001; Okazaki, 2004) that examines the
impact of culture on consumer behavior.
It is hypothesized that in the study area:
H1: There is a relationship between family structure and consumer behavior.
H2: There is a relationship between Language (local dialect) and consumer behavior.
H3: There is a relationship between values and beliefs and consumer behavior.
3.2 Methodology
Following the extant literature, this study intends to study whether the independent variables
Family Structure, Language (Local Dialect), Values and Beliefs have any impact on consumer
behavior or otherwise. No known measure of the impact of culture on consumer behavior in the
study area was available, so the researchers constructed their own instrument based on the
literature. Munroe Multicultural Attitude Scale Questionnaire, which measures the multicultural
attitudes, was consulted in designing the questionnaire (Munroe & Pearson, 2006). The
instrument was pretested on 40 respondents.
Data was collected by administering a questionnaire to a pool of 428 respondents from both the
countries, 144 from Trinidad & Tobago and 284 from Jamaica. Krejcie and Morgan (1970)
formula was used to decide the sample size. Hodge and Hodge (2004) supported this method for
sample size determination. Simple, convenient sample was used to collect data.
To examine the relationship between a dependent variable Consumer Behavior and the
independent variables of culture, namely FS = Family Structure, LD = Language (Local Dialect),
VB = Values and Beliefs, a Stepwise Multiple Regression was utilized.
Multiple Regression Analysis a good method to find out the extent and magnitude to which the
movement independent variables was explained by the independent variables. Multiple
regression analysis was chosen as it selects the Independent Variable that contributes the most to
explain the dependent variable. The relationship is deemed as significant if it satisfied the
statistical significance level of 0.05.
The general regression model used for the study is specified below:

CB = a +bꭇFS+b2LD+b3VB
Where: b1 through b3 = regression coefficients for independent variables
Where, CB = Consumer Behavior
FS = Family Structure
LD = Language (Local Dialect)
VB = Values and Beliefs 3.3 Data Analysis
3. Metodologi dan Analisis Data
3.1 Berdasarkan hal di atas,
penelitian ini mengkaji dampak budaya terhadap perilaku konsumen. Variabel budaya inti yang
dipertimbangkan untuk penelitian ini adalah; struktur keluarga, dialek lokal (bahasa), dan nilai-
nilai dan kepercayaan. Studi ini terbatas untuk memeriksa pengaruh ini di dua Kepulauan
Karibia terpilih yaitu, Trinidad & Tobago dan Jamaika. Tujuan dari penelitian ini adalah untuk
memajukan literatur yang ada (Tse et al., 1988; Lenartowicz & Roth, 2001; Okazaki, 2004)
yang meneliti dampak budaya terhadap perilaku konsumen.
Dihipotesiskan bahwa di daerah studi:
H1: Ada hubungan antara struktur keluarga dan perilaku konsumen.
H2: Ada hubungan antara Bahasa (dialek lokal) dan perilaku konsumen.
H3: Ada hubungan antara nilai dan keyakinan dan perilaku konsumen.
3.2 Metodelogi
Mengikuti literatur yang masih ada, penelitian ini bermaksud untuk mempelajari apakah
variabel independen Struktur Keluarga, Bahasa (Dialek Lokal), Nilai dan Keyakinan memiliki
dampak pada perilaku konsumen atau sebaliknya.
Tidak ada ukuran yang diketahui tentang dampak budaya terhadap perilaku konsumen di
wilayah studi yang tersedia, sehingga para peneliti membangun instrumen mereka sendiri
berdasarkan literatur. Kuesioner, yang mengukur sikap multikultural, dikonsultasikan dalam
merancang kuesioner (Munroe & Pearson, 2006). Instrumen ini diuji coba pada 40 responden.
Data dikumpulkan dengan memberikan kuesioner kepada kumpulan 428 responden dari kedua
negara, 144 dari Trinidad & Tobago dan 284 dari Jamaika. Rumus Krejcie dan Morgan (1970)
digunakan untuk menentukan ukuran sampel. Hodge dan Hodge (2004) · Mendukung metode ini
untuk penentuan ukuran sampel.
Sampel yang sederhana dan nyaman digunakan untuk mengumpulkan data. Untuk menguji
hubungan antara variabel dependen Perilaku Konsumen dengan variabel independen budaya,
yaitu FS = Struktur Keluarga, LD = Bahasa (Dialek Lokal), VB = Nilai dan Keyakinan,
digunakan Regresi Berganda Bertahap.
Multiple Regression Analysis merupakan metode yang baik untuk mengetahui luas dan besarnya
pergerakan variabel independen yang dijelaskan oleh variabel independen. Analisis regresi
berganda dipilih karena memilih Variabel Independen yang berkontribusi paling besar untuk
menjelaskan variabel dependen. Hubungan ini dianggap signifikan jika memenuhi tingkat
signifikansi statistik 0,05.
Model regresi umum yang digunakan untuk penelitian ini ditentukan di bawah ini

CB = a +bꭇFS+b2LD+b3VB
Dimana: b1 hingga b3 = koefisien regresi untuk variabel independen Dimana,
CB = Perilaku Konsumen
FS = Struktur Keluarga
LD = Bahasa (Dialek Lokal)
VB = Nilai dan Keyakinan
3.3 Analisis Data

Table 1. Model summary for Trinidad and Tobago

Dependent variable: consumer behavior
Tabel 1. Ringkasan model untuk Trinidad dan Tobago Variabel
dependen: perilaku konsumen
In Trinidad & Tobago, the independent variables Family Structure (sig 0.036), Values and
Beliefs (sig. 0.042) had a significant impact on the dependent variable, Consumer Behavior. The
other variable Language (Local Dialect) do not significantly impact Consumer Behavior.
Multiple regression analyses indicated a strong relationship with the independent variables of
family structure, and values and beliefs with significances of 0.036 and 0.042 respectively with
that of the dependent variable consumer buying behavior.
In Trinidad & Tobago 67.3% of the variation in the dependent variable, Consumer Behavior, was
explained by the independent variables—Family Structure; Language (Local Dialect); Values
and Beliefs. The overall explanatory power of the model is good.
The R² (coefficient of determination) was used as a measure for the collective effects of all of the
independent variables. In Trinidad & Tobago 45.2% of the variation in the dependent variable,
Consumer Behavior, is explained by all the independent variables.
Table 2. Model summary for Jamaica
Dependent variable: consumer behavior
Di Trinidad & Tobago, variabel independen Struktur Keluarga (sig 0,036), Nilai dan Keyakinan
(sig. 0,042) memiliki dampak signifikan terhadap variabel dependen,Perilaku Konsumen.
Variabel Bahasa lainnya (Dialek Lokal) tidak berdampak signifikan terhadap Perilaku
Konsumen.
Analisis regresi berganda menunjukkan hubungan yang kuat dengan variabel independen
struktur keluarga, dan nilai dan keyakinan dengan signifikansi masing-masing 0,036 dan 0,042
dengan perilaku pembelian konsumen variabel dependen.
Di Trinidad & Tobago 67,3% variasi dalam variabel dependen, Perilaku Konsumen, dijelaskan
oleh variabel independen — Struktur Keluarga; Bahasa (dialek lokal); Nilai dan Keyakinan.
Kekuatan penjelasan keseluruhan dari model ini bagus.
R² (koefisien determinasi) digunakan sebagai ukuran untuk efek kolektif dari semua variabel
independen. Di Trinidad & Tobago 45, 2% variasi dalam variabel dependen, Perilaku
Konsumen, dijelaskan oleh semua independen.
Tabel 2. Ringkasan model untuk Jamaika
Variabel dependen: perilaku konsumen
In Jamaica, all independent variables Family Structure (sig 0.047), Language (Local Dialect)
(sig. 0.041), and Values and Beliefs (sig 0.036) have a significant impact on the dependent
variable, Consumer Behavior.
Multiple Regression Analysis supports that there is a strong relationship with the independent
variables of Family Structure, Attitudes, Values and Beliefs and Local Dialect with significances
of 0.047, 0.036 and 0.041 respectively with that of the dependent variable consumer behavior.
In Jamaica 79.7% of the variation in the dependent variable, Consumer Behavior, is explained by
the independent variables, Family Structure; Language (Local Dialect); Values and Beliefs. The
overall explanatory power, R, of the model is good.
The R2 (coefficient of determination) is used to measure for the collective efforts of all the
independent variables. In Jamaica, 63.5% of the variation in the dependent variable, Consumer
Behavior, is explained by all the independent variables.

Table 3. Data results and analysis for Trinidad & Tobago and Jamaica
Dependent variable: consumer behavior
In Jamaica, all independent variables Family Structure (sig 0.047), Language (Local Dialect)
(sig. 0.041), and Values and Beliefs (sig 0.036) have a significant impact on the dependent
variable, Consumer Behavior.
Multiple Regression Analysis supports that there is a strong relationship with the independent
variables of Family Structure, Attitudes, Values and Beliefs and Local Dialect with significances
of 0.047, 0.036 and 0.041 respectively with that of the dependent variable consumer behavior.
Di Jamaika 79,7% variasi dalam variabel dependen, Perilaku Konsumen, dijelaskan oleh
variabel independen, Struktur Keluarga; Bahasa (dialek lokal); Nilai dan Keyakinan. Kekuatan
penjelasan keseluruhan, R, dari model ini bagus.
R2 (koefisien determinasi) digunakan untuk mengukur upaya kolektif dari semua variabel
independen. Di Jamaika, 63, 5% variasi dalam variabel dependen, Perilaku Konsumen,
dijelaskan oleh semua variabel independen.
Tabel 3. Hasil data dan analisis untuk Trinidad & Tobago dan Jamaika
Variabel dependen: perilaku konsumen
The findings suggest that consumers in these two countries exhibit different buying behavior.
The local culture of each country has an impact on consumer behavior. These findings support
the research results of Brown (1995). Her study found that people show strong loyalty to their
country and its heritage. It suggests that certain markets are diverse in their interests and levels of
appreciation for foreign goods and services. The same continues even though ease of access to
foreign cultures through modern-day technologies is becoming increasingly cheaper and more
accessible and thus more prevalent in these societies.
In addition, given the number of factors that play an important role in consumer decision-
making, cultural factors do contribute significantly to the process. However, consumers in the
study areas continue to be influenced by their cultural identities which in turn affects their
consumer behaviors.
Temuan menunjukkan bahwa konsumen di kedua negara ini menunjukkan perilaku pembelian
yang berbeda. Budaya lokal masing-masing negara berdampak pada perilaku konsumen.
Temuan ini mendukung hasil penelitian Brown (1995). Studinya menemukan bahwa orang
menunjukkan loyalitas yang kuat kepada negara mereka dan warisannya. Ini menunjukkan
bahwa pasar tertentu beragam dalam minat dan tingkat apresiasi mereka terhadap barang dan
jasa asing. Hal yang sama terus berlanjut meskipun kemudahan akses ke budaya asing Melalui
teknologi modern menjadi semakin murah dan lebih mudah diakses dan dengan demikian lebih
lazim di masyarakat ini.
Selain itu, mengingat banyaknya faktor yang berperan penting dalam pengambilan keputusan
konsumen, faktor budaya memang berkontribusi signifikan terhadap proses tersebut. Namun,
konsumen di daerah studi terus dipengaruhi oleh identitas budaya mereka yang pada gilirannya
mempengaruhi perilaku konsumen mereka.
4. Conclusions
The research results suggest the culture has a significant influence on consumer behavior in
Trinidad & Tobago and Jamaica. The data and results suggest that buyers do not follow a
standardized purchase pattern in these two countries, and display different buying habits. The
findings clearly suggest that these cultures differ from each other. Further, the findings also
suggest that people display strong loyalty to their home country and its heritage. There is a
linkage between cultural norms affecting consumer behavior and marketers have to consider
these local characteristics when approaching these islands or two “pockets of uniqueness."So,
despite globalization and the supposed shrinking and convergence of markets with markets
supposedly becoming more similar, consumers continue to preserve their cultural identities,
heritage and ancestry.
International marketers strive for efficiencies of scale by developing standardized products of
dependable quality to be sold at reasonable prices across the global market. This approach
highlights cultural likenesses, regardless of geographic location of consumers. This approach
usually results in higher profits, lower real costs, global sourcing, homogeneity of consumer
behavior, political, legal, environmental compatibility, global corporate orientation, economies
of scale, and global corporate philosophy. There are disadvantages to a company adopting a
standardization approach in these islands as it will become less responsive to local needs,
distance itself from the market and customer reduces its adaptation to local behavior and often
will become less competitive locally. The data supports the findings of Herbig (1997) that there
may be the added difficulties of cultural differences, legal differences, language, communication
problems, geography, and parallel imports that a global corporation will face in trying to market
in Trinidad & Tobago and Jamaica.
Globalization trends have driven and will continue to drive consumers towards assimilation in
many ways. Convergence should not be taken for granted given the resilient and marked impact
of culture on consumer behavior (for example, Malhotra & McCort, 2001; Usunier, 1996). This
scenario stresses the importance of cross-cultural marketing research (Malhotra & Peterson,
2001; Craig & Douglas, 2006). If cultures were converging, as predicted, the opposite reaction
would be seen in this world of globalization.
Since marketing is based on the premise of satisfying the varied needs or wants of customers,
and these needs and wants are culturally driven, a successful marketer will seek to understand the
cultural values of the country in which they choose to operate. If a product fails to satisfy or
adequately address the consumer’s particular cultural values, the firm producing it must then
adjust or revise its product offering. In addition, the ability to address potential market from a
cultural point of view before marketing to a foreign country or even to transact business with
another society will separate the successful firm from the unsuccessful one.

4.kesimpulan
Hasil penelitian menunjukkan budaya memiliki pengaruh signifikan terhadap perilaku konsumen
di Trinidad & Tobago dan Jamaika. Data dan hasil menunjukkan bahwa pembeli tidak
mengikuti pola pembelian standar di kedua negara ini, dan menampilkan kebiasaan pembelian
yang berbeda. Temuan ini jelas menunjukkan bahwa budaya ini berbeda satu sama lain. Lebih
lanjut, temuan ini juga menunjukkan bahwa orang menunjukkan kesetiaan yang kuat kepada
negara asal mereka dan warisannya. Ada hubungan antara norma-norma budaya yang
mempengaruhi perilaku konsumen dan pemasar harus mempertimbangkan karakteristik lokal ini
ketika mendekati pulau-pulau ini atau dua "kantong keunikan." Jadi, terlepas dari globalisasi
dan seharusnya menyusut dan konvergensi pasar dengan pasar yang seharusnya menjadi lebih
mirip, konsumen terus melestarikan identitas budaya, warisan, dan leluhur mereka.
Pemasar internasional berusaha untuk efisiensi skala dengan mengembangkan produk standar
kualitas yang dapat diandalkan untuk dijual dengan harga yang wajar di pasar global.
Pendekatan ini menyoroti kesamaan budaya, terlepas dari lokasi geografis konsumen.
Pendekatan ini biasanya menghasilkan keuntungan yang lebih tinggi, biaya riil yang lebih
rendah, sumber global, homogenitas perilaku konsumen, politik, hukum, kompatibilitas
lingkungan, orientasi perusahaan global, skala ekonomi, dan global Filosofi Perusahaan. Ada
kerugian bagi perusahaan yang mengadopsi pendekatan standardisasi di pulau-pulau ini karena
akan menjadi kurang responsif terhadap kebutuhan lokal, menjauhkan diri dari pasar dan
pelanggan mengurangi adaptasinya terhadap perilaku lokal dan seringkali akan menjadi kurang
kompetitif secara lokal. Data tersebut mendukung temuan Herbig (1997) bahwa mungkin ada
kesulitan tambahan dari perbedaan budaya, perbedaan hukum, bahasa, masalah komunikasi,
geografi, dan impor paralel yang akan dihadapi perusahaan global dalam mencoba
memasarkan di Trinidad & Tobago dan Jamaika.
Tren globalisasi telah mendorong dan akan terus mendorong konsumen menuju asimilasi dalam
banyak cara. Konvergensi tidak boleh diterima begitu saja mengingat dampak budaya yang
tangguh dan nyata terhadap perilaku konsumen (misalnya, Malhotra & McCort, 2001; Usunier,
1996). Skenario ini menekankan pentingnya riset pemasaran lintas budaya (Malhotra &
Peterson, 2001; Craig & Douglas, 2006). Jika budaya menyatu, seperti yang diperkirakan,
reaksi sebaliknya akan terlihat di dunia globalisasi ini.
Karena pemasaran didasarkan pada premis untuk memuaskan beragam kebutuhan atau
keinginan pelanggan, dan kebutuhan dan keinginan ini didorong secara budaya, pemasar yang
sukses akan berusaha memahami nilai-nilai budaya negara tempat mereka memilih untuk
beroperasi. Jika suatu produk gagal memenuhi atau secara memadai memenuhi nilai-nilai
budaya tertentu konsumen, perusahaan yang memproduksinya kemudian harus menyesuaikan
atau merevisi penawaran produknya. Selain itu, kemampuan untuk mengatasi pasar potensial
dari sudut pandang budaya sebelum memasarkan ke negara asing atau bahkan untuk
bertransaksi bisnis dengan masyarakat lain akan memisahkan perusahaan yang sukses dari
yang tidak berhasil.

References
Backhaus, K., Joachim, B., & Markus, V. (2005). International Marketing. New York, NY,
USA: Palgrave Macmillan Ltd. Barnhill, J. A. (1967). Marketing Cultural Anthropology: A
Conceptual Relationship. University of Washington Business Review, 27(1), 73–84. Blackwell,
R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior. Mason, OH: Thompson
Higher Education Corporation. Bock, P. K. (1979). Modern Cultural Anthropology. New York:
Alfred A. Knopf, Inc. Brown, H. (1995). American Media Impact on Jamaican Youth: The
Cultural Dependency Theory. In H. S. Dunn (Ed.), Globalization, Communications and
Caribbean Identity (pp. 56–84). NY, NY: St. Martin Press. Cavusgil, S. T. (1998). Perspectives:
Knowledge Development in International Marketing. Journal of International Marketing, 6(2),
103–112. Clark, T. (1990). International Marketing and National Character: A Review and
Proposal for Integrative Theory. Journal of Marketing, 54(4), 66–79.
http://dx.doi.org/10.2307/1251760 Craig, C. S., & Douglas, S. P. (2006). Beyond National
Culture: Implications of Cultural Dynamics for Consumer Research. International Marketing
Review, 3(23), 322–342. http://dx.doi.org/10.1108/02651330610670479 Crandall, C. S., &
Schaller, M. (2002). Social psychology and the pragmatic conduct of science. Theory and
Psychology, 11, 479–488. http://dx.doi.org/10.1177/0959354301114003 De Mooij, M. (2005).
Global Marketing and Advertising: Understanding Cultural Paradoxes. California, USA: Sage
Publications. Havilland, W. A. (1996). Cultural Anthropology. Orlando, FL, USA: Harcourt
Brace College Publishers. Herbig, P. (1997). Handbook of Cross-Cultural Marketing. New York,
NY, USA: International Business Press. Herskovits, J. M. (1969). Cultural Anthropology. New
York: Alfred A. Knopf, Inc. Hewett, K., Roth, M. S., & Roth, K. (2003). Conditions influencing
headquarters and foreign subsidiary roles in marketing activities and their effects on
performance. Journal of International Business Studies, 34(6), 567–585.
http://dx.doi.org/10.1057/palgrave.jibs.8400054
www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 6, No. 4; 2014
98
Hodge, W. A., & Hodge, E. M. (2004). Paper presented at the Special Research Methods
Workshop. St. Augustine, Trinidad: The UWI Institute of International Relations, April 11–17.
Hofstede, G. (1980). Culture's consequences: International differences in work-related values.
Beverly Hills, CA: Sage. Kinsey, J. (1988). Marketing in Developing Countries. Hong Kong:
Macmillan Education Ltd. Kotler, P., & Armstrong, G. (2009). Marketing Management.
Englewood Cliffs, NJ, USA: Prentice-Hall. Krejcie, R. V., & Morgan, D. W. (1970).
Determining Sample Size for Research Activities. Educational and Psychological Measurement,
30, 607–610. Lenartowicz, T., & Roth, K. (2001). Culture assessment revisited: The selection of
key informants in IB cross-cultural research. Academy of International Business, Annual
Meeting, Sydney. Levitt, T. (1983). The Globalization of Markets. Harvard Business Review,
61(May/Jun), 92–102. Luna, D., & Gupta, S. F. (2001). An Integrative Framework for Cross-
cultural Consumer Behavior. International Marketing Review, 18(1), 45–69.
http://dx.doi.org/10.1108/02651330110381998 Malhotra, N. K., & McCort, J. D. (2001). A
Cross-cultural Comparison of Behavioral Intention Models – Theoretical Consideration and an
Empirical Investigation. International Marketing Review, 18(3), 235–269.
http://dx.doi.org/10.1108/02651330110396505 Malhotra, N. K., & Peterson, M. (2001).
Marketing Research in the New Millennium: Emerging Issues and Trends. Marketing
Intelligence and Planning, 19(4), 216–235. http://dx.doi.org/10.1108/EUM0000000005560
Manrai, L. A., & Manrai, A. K. (1996). Current Issues in Cross-Cultural and Cross-National
Consumer Research. New York, NY, USA: International Business Press/Haworth Press. Markus,
H. R., & Kitayama, S. (1991). Culture and the self: implications for cognition, emotion and
motivation. Psychological Review, 98(2), 224–253. http://dx.doi.org/10.1037/0033-
295X.98.2.224 McCort, D. J., & Malhotra, N. K. (1993). Culture and consumer behavior:
Toward and understanding of cross-cultural consumer behavior in international marketing.
Journal of International Consumer Marketing, 6(2), 91–127.
http://dx.doi.org/10.1300/J046v06n02_07 McCracken, G. (1986). Cultureand Consumption—A
Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer
Goods. Journal of Consumer Research, 13(June), 71–83. http://dx.doi.org/10.1086/209048
Munroe, A., & Pearson, C. (2006). The Munroe Multicultural Attitude Scale Questionnaire: A
New Instrument for Multicultural Studies. Educational and Psychological Measurement, 66(5),
819–834. http://dx.doi.org/10.1177/0013164405285542 Nakata, C. C. (2003). Culture theory in
international marketing: an ontological and epistemological examination. In S. C. Jain (Ed.),
Handbook of Research in International Marketing (pp. 209–227). Northampton, MA, USA:
Edward Elgar Publishing. http://dx.doi.org/10.4337/9781781950395.00019 Ogden, D. T.,
Ogden, J., & Schau, H. J. (2004). Exploring the Impact of Culture and Acculturation on
Consumer Purchase Decisions: Toward a Microcultural Perspective. Academy of Marketing
Science Review, 3, 2. Okazaki, S. (2004). Does Culture Matter? Identifying Cross-national
Dimensions in Japanese Multinational Product-based Websites. Electronic Markets, 14(1), 58.
http://dx.doi.org/10.1080/1019678042000175306 Osland, J. S., & Bird, A. (2000). Beyond
sophisticated stereotyping: cultural sense-making in context. Academy of Management
Executive, 14(1), 65–71. Pitts, R. E., & Woodside, A. G. (1984). Personal Values and Consumer
Psychology. Toronto, Canada: Lexington Books. Rapaille, C. G. (2002). The 7 Secrets of
Marketing in a Multi-Cultural World. Executive Excellence Publishing, Utah, USA. Redfield, R.
(1941). The Folk Culture of Yucatan. Chicago: University of Chicago Press. Roberts, J. A.,
Gwin, C. F., & Martinez, C. R. (2004). The Influence of Family Structure on Consumer
Behavior: A Re-enquiry and Extension of Rindfleisch et al. (1997) in Mexico