In today’s globalised world economy, the nations are becoming extremely cross-cultural. A better understanding of global consumer culture and its influences on consumer behaviour will play an integral role for both international marketers and consumer researchers to penetrate new international markets. The role of cultural difference in the present cross-cultural environment is taken into consideration for localizing marketing strategies (Kroeber and Kluckhohn, 1952). The designing of international marketing strategies and understanding the local market cultures is a challenge for new consumer researchers to understand and analyse the needs of foreign consumers. It is essential to understand the aspects of cultural dimensions to assess the impact of culture on consumer decisions, as the culture tends to manipulate the decisions of the consumer based on cultural value system (Akaka and Alden, 2010). This cultural value system acts as a guide for interactions within the members of the society and between the consumer and its products.
What is culture? According to Hofstede (2001), the culture is defined as, “the collective programming of the mind which distinguishes the members of one group or category of people from another”. This definition focusses on the etic approach, where the researchers look for universal or culture free concepts and its theories. However, the emic methodology is an alternative approach focussing on the subject being researched and understanding its issues. Culture is defined emically as, “the ‘lens’ through which all phenomena are seen. It determines how these phenomena’s are adopted and assimilated” Luna and Gupta (2001). In fact, there are several models of culture differences which are utilized to determine the framework of culture in shared groups or in a group acting as an interpretive model of consumer behaviour. This paper evaluates the culture dimension models proposed by Hofstede (2001) and House (2004) and the impact of different cultures in global consumer market.