- Aug 17, 2025
- 18 min read
Ukwuru Business Vol 25(10): 1-15
UKWURU BUSINESS
Ukw Busi. 2025; 25(10): 1-15. Published Online 2025 January 17
UkwBusID: USBusi2
NATIONAL CULTURE AND ITS EFFECT ON THE PURCHASING BEHAVIOUR OF UK CONSUMERS ATTENDING SAINSBURY STORES: A MICRO STUDY
Ukwuru, Edmund Ikpechi
ABSTRACT
Background
Culture is essential in present-day business environments due to globalisation. Various individuals from different cultural backgrounds arrive to do businesses, and businesses such as retail stores must adapt to cultural practices that can facilitate customer retention. This study was conducted to determine the effect of national culture on the purchasing behaviour of UK consumers who visit Tesco.
Method
The research method was quantitative survey research method; 25 participants were sampled using an electronic questionnaire designed on Survey Monkey. Responses were analysed on Microsoft Excel and presented on charts as percentages.
Findings
The findings of the study are; Most of the participants were of English nationality (56%); 64% of participants stated relying on both video and text reviews before purchasing products; also, 56% of participants were very likely to rely on the opinion of celebrities, 44% of participants were likely to associate price of a product with its quality. 60% of participants would wait for their delivery if it would cost less.
Conclusion
The conclusion is that consumer behaviour in retail stores is affected by differences in national culture.
Recommendations
Retail stores are required to consider the nationality of their customers before providing offerings.
Keywords: Globalisation, Sainsbury, National Culture, Purchasing Behaviour, Retail
1.0 Introduction and Background
Pratesi et al (2021) asserts on the popular definition of culture as the way of life of a people. Wrigley et al (2018) and Watanabe et al (2019) consider the applicability of culture in business settings. Organisations that have internationalised their operations are highly likely to deal with cultural differences. Similarly, in countries like the United Kingdom where the rate of migration has been very high, cultural differences between indigenous UK citizens and businesses, and the migrant population is likely to take effect. Ghosal et al (2020) recommends taking necessary steps that can improve the performance of businesses in light of cultural differences.
In retail businesses, culture is a critical issue because the way customers interact, their perspectives and approach to issues is strongly guided by their national culture. For example, people from different cultures are likely to prefer certain types of products when they visit retail stores or businesses. For example, McDonald’s changed their burger recipe when they began operating in India. Cultural issues have affected the success of Sainsbury and Tesco in the United States. Sometimes, simply hiring indigenous employees may not be enough; there is a strong need to recognise cultural differences and integrate them into business practices.
Hofstede (2019) put forward the theory or model of cultural dimensions. The model recognises six elements of culture; such as, power distance, individualism versus collectivism, uncertainty avoidance, masculinity versus femininity, long term orientation, and indulgence versus restraint. Customers who visit retail stores do so and behave in line with their cultural orientations. Hence, their approach to decision making and consumer behaviour would be influenced by their national culture (Kolk and Tsang, (2017).
The concept of consumer behaviour explains how consumers reach the decision to make purchases. Consumers are likely to reason independently or collectively before making purchases. Some consumers may make impulsive purchases, others may prefer to deliberate on the purchase before making the purchase. Mofokeng and Tan (2021) describe instances in which prices of products, variations between products, and the length of time for delivery influence customers differently on the basis of their national differences. Similarly, Gulfraz et al (2022) explains that some consumers engage with the reviews provided by other customers as a way of deliberating on the product before purchasing; however, some customers do not reviewing product reviews.
A company such as Sainsbury has been in operations for a considerably long time; as such, Sainsbury has achieved immense success in that time. For example, Bedford (2024a) reckoned that Sainsbury’s annual revenue for 2023/24 was GBP 36 billion. This high revenue achieved represented a 38% increase from 10 years ago; an indication of success and growth. Sainsbury ranks second in line to Tesco which is also doing remarkably well by capturing a 27% market share as opposed to the 15.3% market share of Sainsbury. Bedford (2024b) attributes the success of Tesco to its rapid adoption of technology. Such technology in present times may involve studying patterns of consumer behaviour and implementing it as an algorithm aimed at facilitating business operations.
Globalisation and Culture in Businesses; globalisation is the leading basis for cultural differences that are now pronounced. As people migrate for different reasons, the regions in which they find themselves are characterized by cultures that are slightly or very different from theirs. Shulyn and Yazadnifard (2015) therefore considered this intense presentation of cultural differences as the major hallmark of the 21st century business environment. Shackleton (1998) described the experience of Sainsbury when it internationalized in the 1990s; observation was that Sainsbury faced challenges abroad while being successful at home, but the strategies used abroad were ineffective at home. This underpins the effect of differences in culture. Wrigley et al (2018) also described the efforts of convenience stores to manage cultural differences as economic and digital transformation were taking place. Thus, globalization is the foremost facilitator of highly expressed cultural differences in business environments.
Effects of Cultural Dimensions; Connell et al (2022) argued that national culture did not affect the behaviour of customers, rather, it was the culture of the brands that affected the behaviour of customers. A potential reason for this outcome could have been that the number of customers who had to adapt their behaviour were insignificant. Whichever way to look at it, one party had to make a change; and it demonstrates the effect of culture. Alternatively, if consumers had an option in the case of Connell et al (2022) they would patronize a brand that had adapted to their own culture. For example when religious factor played out in McDonald’s decision to prepare burger that was suited to the requirements of Indians. Findings from Asamoah and Chovancova (2016) also revealed a statistically insignificant association between dimensions of culture expressed between consumers and businesses; for example culture was not associated with sex, power distance, individualism and collectivism, nor long term orientation. In contrast, they found that age was associated with dimensions of culture in Ghana.
Also, culture influences the performance of businesses; this is confirmed by Kanakaratne et al (2020) in which the national culture influenced the loyalty of customers. The online purchasing behaviour of customers in Asia was influenced by culture, and it was different from the observation among European consumers (Pratesi et al., 2021). What Pratesi et al (2021) observed was that Asian consumers quickly developed trust without skepticism; in contrast, the European consumers were concerned about the perceived risks. Moon and Sing (2015) also asserted that the culture of the business environments affects the consumer behaviour and decision making.
National Culture; the concept of national culture has been of importance since the 1950s; academics such as Hofstede (1980); Trompenaars (1993) and House et al (2004) looked into culture at different times. Although, there are differences in their explanations, the unifying point is that people from different cultures differ in their norms, behaviours, and values. Thus, Petersen et al (2015) posits the influence of these differences in culture on the patterns of consumer behaviour. de Mooji (2017) explained that the behaviour of consumers differ with respect to culture.
Thus, in the UK, application of Hofstede et al (2010) cultural dimension would reveal low power distance as opposed to high power distance in Asian countries. Similarly, the UK practices individualistic culture as opposed to collectivistic culture in several developing countries. Also, the UK emphasis on individual achievements rather than the sex of the individuals.
National Culture and its effect on the Behaviour of Consumers; Zhang et al (2014) have explained that national culture affects the behaviour of consumers. The authors recognized differences between Chinese and Dutch shoppers with respect to how loyalty was formed. Also, Diallo et al (2018) identified the impact of collectivism on loyalty among Senegalese, Moroccan, and Tunisian shoppers. The argument is that in nationalities that practice individualism, loyalty is less rapidly formed compared to those cultures where collectivism is the norm. Findings from Ndubisi et al (2021) also showed that among nationals from Turkiye, high level of uncertainty avoidance resulted in high level of loyalty in contrast to observations in Malaysia where the uncertainty avoidance was low. Thus, it implies that in the UK where there is low uncertainty avoidance, loyalty is not easily formed with brands. These evidences are not entirely applicable in all context; Lam (2007) revealed that despite high level of individualism and uncertainty avoidance, loyalty was rapidly formed. These observations by Lam (2007) may be tied to the fact that migration is rapidly causing cultural shifts such that the sample population in studies may not entirely reflect what is popularly known.
Cross-Culture Effects in Retail Stores; In one study conducted by Chaudhuri et al (2019) it was noted that the loyalty of customers was strengthened through the implementation of loyalty programmes; however, such a finding can be conflated by the role of cross-culture akin to the high level of dynamism between populations. According to Park et al (2013) among shoppers in the United States, there was low preference for long-term orientation; as such the shoppers preferred immediate rewards rather than the rewards associated with long term patronage or being loyal to the store. In contrast, findings from Thompson and Chmura (2015) also showed that the level of uncertainty avoidance was significantly high and it resulted in preference for immediate rewards. The basis of uncertainty avoidance is that since they were unsure of what the future holds they would rather receive their rewards at present. Thus, it is possible to assume that the differences between the findings in Park et al (2013) and Thompson and Chmura (2015) might arise from the fact that business conditions in a country continue to change rapidly in a way that spurs high level of uncertainty that forces the nationals to change their perspectives.
In light of the foregoing discussion, the role of national culture sometimes referred to as cross culture is considered for its impact in consumer behaviour of Tesco customers in the UK. Findings from various studies such as Zhang et al (2014) have confirmed the role of long term orientation Hofstede (2019) in consumer decision making among Chinese and Dutch nationals; differences were identified. Similarly, Diallo et al (2018) observed the role of individualism and collectivism among Moroccan, Senegalese, and Tunisian retailers in shopping malls; differences in cultures also played out.
The knowledge gaps here revolve around the following; Whether national culture affects the behaviour of consumers in the UK during pre-purchase; for example whether they deliberate on the product before purchasing or make impulsive purchases; also, the effects of national culture on consumer behaviour of retailers in the UK during the point of purchase. For example, do they affiliate prices of products with the quality of the products. Do they recognise variations in products; Lastly, the effects of national culture on consumer behaviour in the post-purchase stage.
Research Aim
The focus of this study is to examine the effect of national culture on the consumer behaviour of retailers in the UK who patronize Tesco. The researcher proceeds with the assumption that elements of culture differ between various nationalities.
Theoretical Framework: Cultural Dimensions theory; According to Hofstede et al (2010) national cultures fall within one or more dimensions such as individualism versus collectivism; high or low power distance; high or low uncertainty avoidance; focus on individual achievements rather than /or the sex of the individual; as well as high or low long-term orientation. Hofstede et al (2010) was criticized by Venaik and Brewer (2013); however, the theory is still highly applicable in present day. According to Litvin (2019), Hofstede’s cultural dimensions serve for understanding the behaviour of various groups of people depending on their nationality. Hofstede’s model can be applied in various contexts and it can explain the behaviour of consumers when making purchases and how they interact with retail businesses.
2.0 Research Methodology
The previous chapter reviewed various concepts and theories pertaining to the research question. Here, the methodology for the study is discussed by using research onion framework (Saunders et al., 2012).
Research Method
Quantitative research method was adopted in this study. It resulted in obtaining census-type data in a survey. Quantitative research method involves collecting large responses from large populations (Agterberg, 2021; Conaty, 2021). It facilitates counting the number of people who have similar opinions. In contrast, qualitative method seeks to identify the opinions of participants only. Thus, in this study, the number of participants whose national culture tends to influence their purchasing behaviour would be identified (Saunders et al., 2019; Vila-Henninger et al., 2022).
Data collection method
The method of data collection for this study was the survey method. Survey method is a census-style method in which the research counts the number of participants with similar opinions (Asvoll, 2013). In contrast, interviews and focused group discussions are used in qualitative research methods. Thus, to carry out the survey, the researcher designed questionnaire on Survey Monkey and distributed it to various participants.
Instrument for Data Collection
The decision to carry out a quantitative research meant that survey research method would be used for data collection rather than any other form of quantitative method of data collection; for example, experiment. This is because the focus is on the number of participants with similar opinions rather than comparing outcomes for two or more different groups. Thus, a survey research questionnaire was developed by using Survey Monkey. The questionnaire encompassed a total of ten closed-ended questions in which the participants of the study were required to provide responses by selecting an answer from the list of options. Closed-ended questions ensure that measurable opinion can be collected in line with census-counts as required in a quantitative study. In contrast, open-ended questions that allow participants to engage and discuss their views are more common in interview method of data collection for qualitative studies.
The questionnaire required only 2 minutes to provide complete responses from each participant.
Target Population
The target population was people who were living in the Birmingham city area at the time of the study.
Sampling
Participants were sampled by distributing the survey questionnaire through social media groups. The expected number of participants was 25 due to the restrictions placed by Survey Monkey.
Reliability, Validity, Generalisability
The reliability of the questionnaire was guaranteed by developing the questions from the literature review. The validity of the results was based on narrative synthesis comparing the findings with the findings in previous research. An alignment between findings of this study and other studies facilitated generalizability in line with carrying out a quantitative study.
Method of data analysis
The method of data analysis only involved descriptive statistics in which frequency and percentages for each response was presented on charts (Onwuegbuzie and Combs, 2011).
Ethics
Participants were debriefed about the study, and were required to provide consent to participate. All applicable aspects of UK data protection policy were adhered to.
Limitations
Quantitative research on the basis of positivism has been criticized by interpretivists for its reliance on surface rather than in-depth data. Hence, a mixed-methods study could have surmounted this form of limitation.
3.0 Results
3.1 Sociodemographic Data
The nationality of the respondents; most of the respondents in this study were of English nationality (56%), followed by 36% who were from other nationalities, and 8% who were Pakistani (figure 1).
3.2 The effect of national culture in the pre-purchase stage
The survey evidence indicates, several participants sometimes (60.00%) check product reviews prior to making purchases, the remaining 40.00% always check the product reviews prior to making purchases (Figure 2).
The evidence from the survey showed, 64.00% of respondents would engage with both text and video reviews of products before making purchases. Only 4.00% of respondents preferred video reviews, the remaining 32.00% preferred text reviews (figure 3).
The survey also showed the role of opinion from celebrities, most of the respondents (56.00%) would trust the opinion of celebrities depending on the type of product that they wanted to purchase (figure 4).
3.3 The effect of national culture in the purchasing stage
The results of the survey also revealed that majority of the participants (44.00%) were likely to purchase from a physical store as their preferred sales channel. The next highest percentage of responses was those who noted that the type of product influenced the choice of sales channel (figure 5).
Responses in figure 6 show that there was a 44.00% chance that respondents would associate price with quality of product, and another 44.00% of the respondents would do this sometimes (44.00%) (figure 6).
In figure 7, the highest number of responses was obtained for respondents who would prefer to purchase a product designed by a company.
In the process of making purchase decisions, majority of respondents (56.00%) stated the effect of context or situation as the main determinant of how they made purchasing decisions (figure 8).
3.4 The effect of national culture in the post-purchase stage
The responses in figure 9 confirm that most participants (60.00%) would prefer to wait for their delivery if it resulted in lower costs.
The percentage of responses in figure 10 indicate that most participants (44.00%) would still purchase a product even if it had slight variations.
The results show the nationality of participants; most of them are from England. The distribution of responses also show that preferences to purchases from different stores was influenced by national culture.
4.0 Discussion
The effect of national culture in the pre-purchase stage
In line with Hofstede (2019), nationalities may assume one of either components of cultural dimensions. Pertaining to information seeking behaviour; this study found that 60% of participants sometimes check the product reviews before making purchases. Lafevre (2013) argued that the practice of relying on product reviews is part of a collectivistic culture rather than an individualistic culture. Since most of the participants in this study were of English nationality (56%); therefore, individualistic, it is safe to say that they account for the majority of participants who only rely on product reviews sometimes. This is further corroborated by Lai et al (2013) who stated that among Americans (an individualistic culture), the reliance on product reviews was minimal. Similarly, the nature or type of review was of importance, and 64% of participants stated relying on both video and text reviews.
Also, 56% of participants were very likely to rely on the opinion of celebrities. Winterich et al (2018) posits that reliance on celebrity influence is common among individuals or nationalities that recognise high power distance. People of English nationality are more associated with low power distance, as such, they do not account for the high reliance or trust in the opinion of celebrities.
The effect of national culture in the purchasing stage
This study found that 44% of the participants would purchase from a physical store. This is explained by findings from Badrinaryanan et al (2012) which asserted that individualistic cultures are more likely to purchase their products offline, and are less likely to assume that products purchased online would be of similar quality as products purchased offline. This implies that there is a relationship between preference to purchase from a physical store, and being a person of English nationality.
Forty-four percent (44%) of participants in this study were likely to associate the price of a product with its quality. Meaning, the higher the price, the higher the quality, and vice versa. Lalwani and Shavitt (2013) argued that this type of practice is characteristic of nationalities that are considered as hoslitic thinkers (or collectivistic). It is further confirmed by Hofstede (2019) on the basis of acknowledging high power distance; this is because such nationalities (e.g. Pakistani, Indians, and Nigerians) would assume that more powerful people (highly priced) are very reliable (quality).
Similarly, most participants would prefer to purchase a product designed by a company. Paharia and Swaminathan (2019) argued that this type of practice is found among nationaltiies with high power distance. The implication is that people of English Nationality are less likely to purchase a product based on a company designing it. This is because they acknowledge low power distance, and believe that individuals should have as much power as corporations.
The effect of national culture in the post-purchase stage
The effect of national culture on willingness to wait for delivery; findings here was that 60% of participants would wait for their delivery if it would cost less. One study showed that individualistic cultures were interested in faster deliveries than collectivistic cultures (McLaughlin, 2014). However, there is the possibility that participants in general, would appreciate lower prices for longer waiting time, and depending on the type of product. Findings also showed that culture affects perceptions about product variation. Lowin (2017) noted that analytical thinkers (individualistic culture) would be less likely to purchase a product if there are variations in the design. In contrast, holistic thinkers (collectivistic cultures) would be more likely to purchase the product.
5.0 Conclusion
Majority of the participants were of English nationality; hence, they comprised the larger majority of participants. It was evident that culture affects how consumers seek for information before purchasing a product. Culture also affects several components such as how customers perceive price, where they would like to purchase products from, and whether they would purchase products manufactured by an individual or a company. The conclusion is that consumer behaviour in retail stores is affected by national culture.
Recommendation
Retail stores are required to consider the nationality of their customers before providing offerings.
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Acknowledgements
I would like to acknowledge the contributions from the Ukwuru Science Study Group.
Funding
Personal funding.
Author Information
Dr. Ukwuru, Edmund Ikpechi is a leading dynamic researcher in the social sciences.
Corresponding Author
Dr. Ukwuru, Edmund Ikpechi
Competing Interests
There are no competing interests for this study.
Rights
The publication is open for public use; credits must be provided by acknowledging the authors of the study.
Cite as
Ukwuru, E.I. (2025). National Culture and its Effect on the Purchasing Behaviour of UK Consumers Attending Sainsbury Stores; A Micro Study. Ukwuru Business, 25(1): 1-15.
Received: 24 November, 2024
Accepted: 22 December 2024
Published: 17 January, 2025
Keywords: Globalisation, Sainsbury, National Culture, Purchasing Behaviour, Retail
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