A retail perspective on the shopping behavior, cultures and personalities for China, United Arab Emirates, Belgium, India, Germany and America

This study aims to examine the shopping behaviors (online and in store), cultures and personalities of consumers within China, Belgium, India and Germany, and compares them to American shopping behaviors and to each other.

The data were collected through literature research and personality, cultural and shopping behavior research was assessed via surveys, while customer service oriented behaviors were measured through direct observation and survey methods using structured questionnaires and other approaches for data collection.

The findings showed implications of anticipating consumer’s behavioral responses, as well as the cultural and personality differences. The findings may help retailers with strategic business strategies to assess what attracts consumers the most and the least and then use this advantage to become successful internationally.

The current study is original, in that it uses multiple methods to collect data allowing for comparison across shopping industry groups including retail managers and even consumers themselves. Primary data of this type are difficult to obtain in China. This study contributes to the literature by showing that different industries may have different requirements in terms of the relationship between personalities and customer service levels among managers.