A Method for Cross-Cultural Comparisons for Global Strategies

An easy and inexpensive-to-use measure is proposed to compare the relative importance of purposes for purchasing in different cultures. Following a description of the instrument, a simple scoring procedure is presented. The reliability of the measurement method is evaluated and its validity is also discussed. Results of a pilot survey conducted in the U.S. and in Canada (Quebec) are reported to illustrate the procedure. Strategic implications of some of the findings are suggested.