The Influence of Culture on Consumer Decision-Making Styles of Namibian Millennials: An Application of Hofstede's Cultural Dimensions

This article investigated the influence of cultural values on Namibian Millennials' consumer decision-making styles. Data was obtained by administering the consumer style inventory (CSI) and Hofstede Cultural Dimensions instruments to a random sample of 505 respondents from the three (3) major Universities in Namibia. Responses from the survey instruments were analyzed using SPSS version 22. Principal components analysis (PCA) was used to assess the underlying structure of the components and for assessing the reliability and validity through Cronbach's Alpha coefficients. To explore the relationships between consumer decision-making styles and the independent variables of the study, Pearson correlation, multivariate analysis of variance (MANOVA), and the analysis of variance (ANOVA), were used. The study found a significant relationship between Namibia Millennials decision-making styles and their cultural values. The findings are deemed important for marketers, entrepreneurs and government in the formulation and the use of effective strategies when addressing the needs of this group.