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JABM JOURNAL of ACCOUNTING - BUSINESS & MANAGEMENT
Published by STIE Malangkucecwara
ISSN : 0216423X     EISSN : 26222167     DOI : -
Core Subject : Economy, Science, Education,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other
Journal of Accounting, Business and Management (JABM) provides a scientific discourse about accounting, business, and management both practically and conceptually. The published articles at this journal cover various topics from the result of particular conceptual analysis and critical evaluation to empirical research. The journal is also interested in contributions from social, organization, and philosophical aspects of accounting, business and management studies. JABM goal is to advance and promote innovative thinking in accounting, business and management related discipline. The journal spreads recent research works and activities from academician and practitioners so that networks and new links can be established among thinkers as well as creative thinking and application-oriented issues can be enhanced. A copy of JABM style guidelines can be found inside the rear cover of the journal. The Journal of Accounting, Business and Management (JABM) is published twice a year that is in April and October
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Articles 11 Documents
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Search results for , issue "Vol 29 No 1 (2022): April" : 11 Documents clear
Buy-o-logy of Indians: A Cultural Model of Studying Consumer Behaviour Renu Isidore; C. Joe Arun
Journal of Accounting, Business and Management (JABM) Vol 29 No 1 (2022): April
Publisher : STIE Malangkucecwara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31966/jabminternational.v29i1.830

Abstract

Every product is a cultural product and every buying is a cultural buying and therefore it is a cultural relationship between the consumer and the product. A consumer views the product from a worldview born out of different cultural practices that give birth to habits. The consumer uses a particular language to explain his/her worldview. In the process of relationship between the product and consumer, the consumer gives meaning to the product that he/she buys. Once the product is bought and consumed, the meaning he/she had given provides now a sense of fulfilment, a meaning to the consumer’s life that we call it cognitive resonance. If the product does not give the sense of satisfaction, it will cause a cognitive dissonance that makes the consumer dispose the product. Hence when we study the consumer behaviour, we need to focus on (1)the worldview that is born out of (2)culture, and expressed in (3)a language and the (4)relationship the consumer has with the product in the process of buying. In the entire process, the cultural worldview gives the consumer an agency, what we call human agency, to decide when, where why and what to buy. This paper suggests a way to study consumer behaviour from a cultural perspective.

Page 2 of 2 | Total Record : 11

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