Cultural Values and Purchasing Reasons in Four Latin American Countries. an Exploratory Study.

Sofia Esqueda, IESA - Marketing Center - Professor, Venezuela
Olivia Perez, IESA - Marketing Center - Investigator, Venezuela
Latin America has been often characterized as a homogeneous cultural block. Mass consumer goods companies undertake global strategies in the region, based on this homogeneous statement. Assuming that Latin American consumers share similar values, motivation, reasons to purchase and use, regardless their country of origin. This study explores the cultural specificities present in 4 Latin American nations (Argentina, Colombia, Mexico and Venezuela) by identifying value priorities at a cultural level using the Schwartz Value Inventory (1994, 2006). Some implications of country cultural specificities in the usage and consumption of tech products (cell phones, computers, and music players) were assessed.
[ to cite ]:
Sofia Esqueda and Olivia Perez (2008) ,"Cultural Values and Purchasing Reasons in Four Latin American Countries. an Exploratory Study.", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 201-202.