Retail Perception Differences in Two Collectivist Culture: Kiasu Versus Ubuntu

초록

The bulk of previous marketing research into culture varies culture and holds the business setting fixed. One key cultural norm of interest is the difference between collectivist and individualistic cultures. However, previous research suggests that not all collectivist cultures are the same. In our study we focus on consumer perception differences within two collectivist cultures: a developed (Singapore) and developing (South African Xhosa township) collectivist economy. We find dramatic differences with the influence of assurance and empathy on the customers’ willingness-to-buy. These differences are framed within each culture and discussed relative to a key cultural norm: kiasu (which roughly translates to “afraid to lose out”) in the Singapore study and ubuntu (which roughly translates to “I am because you are”) in the South African study.