Symbolic consumption in Afghanistan and Germany

by

CHAPTER # 4: RESULTS AND FINDINGS1

Introduction1

Germany1

Demographic Findings1

Questionnaire Findings3

Correlation Analysis8

Regression Analysis10

Afghanistan13

Demographic Findings13

Questionnaire Findings14

Correlation Analysis20

Regression Analysis22

Interview analysis25

Summary26

REFERENCES29

APPENDIX33

Demographic information35

CHAPTER # 4: RESULTS AND FINDINGS

Introduction

The main focus of this particular research study is to examine how cultures difference affects consumers' behavior. In order to accomplish this proposed research aim a comparison among Germany and Afghanistan's customers is carried. This chapter presents the detailed findings of survey which is carried out for this study.

Germany

Demographic Findings

Descriptive Statistics

N

Minimum

Maximum

Mean

Std. Deviation

Age

200

19

65

38.68

10.919

Valid N (listwise)

200

The mean age group of survey respondents who have taken part in this particular research study is 38.68 years.

Education * Gender Crosstabulation

Count

Gender

Total

male

female

Education

Elementary school

0

1

1

High school

5

11

16

Bachelor

0

2

2

Master

8

13

21

Total

13

27

40

From the above table and cluster bar chart it can be observed that most of the survey respondents who have taken part in this research study were female. It can also be observed that most of the survey respondents who have taken part in this research study have Masters Degree. There were a large proportion of the survey respondents did not respond about their education level and gender.

Income * Gender Crosstabulation

Count

Gender

Total

male

female

Income

501-1000€

1

1

2

1001-1500€

0

3

3

1501-2000€

2

3

5

2001-2500€

2

4

6

2501-3000€

4

4

8

3001-3500€

3

7

10

> 3500€

1

3

4

Total

13

25

38

From the above table and cluster bar chart it can be observed that most of the survey respondents who have taken part in this research study were female. It can also be observed that most of the survey respondents who have taken part in this research study have their income within the range of 3001-3500€. There were a large proportion of the survey respondents did not respond about their education level and gender.

Questionnaire Findings

Symbolic Consumption

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

I don't agree at all

6

3.0

3.0

3.0

Strongly disagree

15

7.5

7.5

10.5

Disagree

21

10.5

10.5

21.0

Neutral

40

20.0

20.0

41.0

Agree

66

33.0

33.0

74.0

Strongly agree

40

20.0

20.0

94.0

I totally agree

12

6.0

6.0

100.0

Total

200

100.0

100.0

The above table presents the findings of “Symbolic Consumption”, there were different perception were asked from the survey respondents in terms of symbol, product and brand. There were 60 percent of the survey respondents from Germany, totally agree that products which they purchased and used communicate their identity. On other hand, they have perception that these products were important part of their personality. From the above table it can b observed that there were 20 percent of the survey respondents responded neutrally about the symbolic consumption in Germany. There were only 3 percent of the survey respondents responded as they don't agree at all with the symbolic consumption.

The term symbolic consumption is thus linked to the socially assigned meaning of goods, combined with the attribution of certain identifying groups in particular and specific contexts. With the increase in research and studies in the field of marketing, a number of theories and researches have emerged that do not only highlights and present the importance of the cultural and social meaning of goods, but at the same time, it also seeks to focus on the impact of the same on the purchase, use and display of products and services.

Culture

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

I don't agree at all

5

2.5

2.5

2.5

Strongly disagree

19

9.5

9.5

12.1

Disagree

14

7.0

7.0

19.1

Neutral

45

22.5

22.6

41.7

Agree

58

29.0

29.1

70.9

Strongly agree

45

22.5

22.6

93.5

I totally agree

13

6.5

6.5

100.0

Total

199

99.5

100.0

Missing

0

1

.5

Total

200

100.0

The above table presents the findings of “culture”, there were different perception were asked from the survey respondents in terms of power distance, uncertainty avoidance, collectivism, long-term orientation and ...