Cross-Cultural Consumer Behavior: A Comparative Study Between India and South Korea

Abstract

This study examines how cultural values influence consumer behavior in two culturally rich and economically dynamic nations: India and South Korea. Grounded in Hofstede’s cultural dimensions, the research compares patterns in brand loyalty, advertising appeal, digital adoption, and price sensitivity. The paper uses secondary data and qualitative content analysis to draw contrasts between collectivist influences in India and Korea, emphasizing the emotional, social, and innovation-driven motivations that shape buying decisions. Findings offer actionable insights for marketers targeting these distinct markets and contribute to the literature on Asian consumer behavior and cross-cultural marketing.In today’s globalized marketplace, understanding how cultural values influence consumer behavior has become critical, especially in cross-national contexts. This research explores the impact of cultural differences on consumer buying behavior in India and Korea—two emerging economies with distinct cultural traditions yet increasing economic and social interactions. The objective of the study is to examine how cultural variables such as individualism vs. collectivism, power distance, uncertainty avoidance, and communication styles shape consumer perceptions, preferences, and purchasing decisions in both countries. Drawing upon Hofstede’s cultural dimensions and related cross-cultural marketing theories, the paper investigates behavioral patterns such as brand loyalty, online shopping preferences, price sensitivity, and attitudes toward advertising. The findings highlight those Indian consumers, rooted in collectivist and high-context communication norms, prioritize social influence, familial opinion, and tradition in purchase decisions. Korean consumers, while also collectivist, demonstrate stronger digital integration, brand consciousness, and a greater openness to trend-driven products. These insights suggest that marketing strategies need to be culturally customized to maximize effectiveness. The paper also discusses the implications of cultural convergence and how globalization is slowly reshaping traditional consumption behaviors in both countries. Ultimately, this research provides a foundational understanding for businesses, marketers, and policy makers seeking to expand or localize products and services across Indian and Korean markets. The study contributes to the growing field of cross-cultural consumer research by offering comparative insights that can inform more culturally sensitive marketing approaches in Asia and beyond.

DOI: 10.7176/JMCR/95-04

Publication date:August 31^st 2025