ABSTRACT
This era of globalization has created a transnational exchange of people, trade, technologies, and innovations (Shome and Hegde, 2002). Consumers from different cultures have been reported to display different opinions, inclinations, and values and still continue to be hesitant to try new, foreign products (Suh and Kwon, 2002). This has serious implications in the consumer product domain where success is attributed by high sales of a product, and it is crucial that customers like what they see. For instance, Dell, which is an extremely successful computer manufacturer worldwide,
Introduction .............................................................................................................. 41 Background on Culture ............................................................................................ 43 Background on the Impact of Culture on Consumer Products ................................46
