Cultural Values and Life Style

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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

COPY RIGHT 2012 Institute of Interdisciplinary Business Research
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Impact of Pakistani University Students Cultural Values and
Lifestyles on Meaning of Brands

Irshad Hussain Sarki*
Research Scholar
Sukkur Institute of Business Administration
Air Port Road Sukkur, Pakistan

Dr. Niaz Ahmed Bhutto
Associate Professor

Imran Arshad
Research Scholar

Rafique Ahmed Khuhro
Research Scholar

Abstract
Purpose The purpose of this paper is to assess the influence of Pakistani university students cultural
values and lifestyles on meaning of brands.
Design/methodology/approach Survey methodology was used to collect the data and a total of 212
useable surveys were used in this study. In this research multiple regression analysis was used to predict
the affect of the cultural values and lifestyles of Pakistani university students on meaning of the branded
products. ANOVA was used to analyze the Gender Differences among Pakistani University students
Collectivist and Individualist Lifestyle/Values and simple correlation was used to analyze the relationship
between cultural values and lifestyles of Pakistani university students and the brand meaning
Findings Results showed that there exists the influence of Pakistani university students cultural values
and lifestyle on meanings of brands. The findings suggest that there exist significant relationship between
cultural values and meaning of brands and meaning of brands can be predicted by the collectivist values
and life style.
Key words: Cultural, Values, Lifestyle, Meaning of culture, Pakistani culture, university
students

1. Introduction
Culture has been playing a vital role in all aspects of human behavior and it has become essential for
researchers and marketers to understand the influence of culture on the purchase decision of the
customers (Sojka and Tansuhaj, 1995). The understanding of national culture is essential for making the
marketing strategies according to the society value (Narver and Slater ,1990). Therefore, it is necessary
for the multinational companies to understand the cultural values of the customers when doinh business in

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different in different nations (Jung and Kau, 2011). Similarly , Yoo, Donthu and Lenartowicz (2011) say
that for the study of purchasing preferences of nations and their societies, the national culture has much
importance and it has much importance in those countries which contain heterogeneous population. Many
researchers say that culture should be studies at the individual level for the best managerial decision
(Kamakura and Mazzon, 1991; Kamakura and Novak, 1992).
For understanding of cultural values, researchers have used different constructs to understand the
influence of culture on the consumer behavior and most of the researchers followed the same constructs
as argued by the Hofstede (1991). According to him culture of a country can be understand by the
following five dimensions which are individualism/collectivism, uncertainty avoidness, power distance,
long term orientation and masculinity/feminity. He defined individualism/collectivism as the degree
through which individuals are separated into groups, according to him individualistic society is that in
which individuals look after them and they do not think about the groups, in the other hand in collectivist
society individuals look after the other group members and try to remain in one group. Masheswaran and
Shavitt (2000) describe that differences between individualistic and collectivistic society has much
importance in the understanding of the consumer decision making process.
According to Rothe (1995) collectivist society prefers those brands which give reinforce to the group
membership and individualistic prefer that brand which reinforces their independence .Therefore a brand
name is considered as a most influential factor for the symbolic values and key deriver of consumer
preferences (Alreck and Settle, 1999). For the expression of the social values and personal identity the
consumers consumer uses brands (Lewis and Bridger 2000). A brand name is considered as a most
influential factor for the symbolic values and key deriver of consumer preferences (Alreck and Settle,
1999). A brand meaning is actually the explanation of product to the consumers, what it can do for them
and how it is special for them along the other product category (Keller, 2004).
Markus and kitayama (1991) argue that eastern countries have the collectivist culture and the western
courtiers have the individualistic cultures. Therefore it is necessary to understand the nature of
individualist and collectivist values and life styles in the Asian countries. Khare (2011) did research to
analyze the impact of Indian cultural values and lifestyle on meaning of brands, but no research has been
done in Pakistan to analyze such an impact.
The purpose of this research is to assess the influence of Pakistani university students cultural values and
lifestyles on meaning of brands. For the understating of cultural values in Pakistan, university students are
taken as a sample in this research. The reason behind focusing on university students for the collection of
data is that young students pay more attention towards the promotional activities and also students are the
main target market for the companies. The population council of Pakistan (2007) states that there are 30
million young people aged 15-24 years. As in most countries the young people of Pakistan are aware of
the health issues and their well beings of the current situations and these are important for the political,
social and economic development and stability of the country. In this study the scale developed by Sun et
al. (2004) is used for the measurement of cultural values and lifestyle of Pakistani university students
while the scale developed by Strizhakova, Coulter and Price (2008) is used for the measurement of
meaning of brands.
The main objectives of this research are,
1- To analyze the relationship between the cultural values and lifestyle of Pakistani university
students and their understanding of brand meaning.
2- To analyze the Gender Differences among Pakistani University students Collectivist and
Individualist Lifestyle/Values.
3- To predict the affect of the cultural values and lifestyles of Pakistani university students on
meaning of the branded products.
This research can be useful for the brand manager while branding a product in such way that the brands
represent the cultural meaning to the customers. This research will also be useful in developing the
advertisement to target the Pakistani customers in an effective manner.
2. Literature Review
2.1Brands and Culture

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A brand is the name of things, ideas, places and people; it is also includes the process through which
companies give name to their products through which one person can differentiate product of one
company from the other ( Calder and Reagan, 2001). For the corporate success, it is essential that brand
name should be strong and this can be done only through the strong awareness of the product (Kapferer
2004). However Kay (2006) says that that strength of brand does not only lie in the differentiation of one
product from the other in the perception of the customer, but it is the added values and meaning for the
customer that a brand creates. Such a suggestion is also given by the Aaker (1996). Therefore a brand
name is considered as a most influential factor for the symbolic values and key deriver of consumer
preferences (Alreck and Settle, 1999). For the expression of the social values and personal identity the
consumers consumer uses brand (Lewis and Bridger 2000).
Kinara (2006) says that consumers in the developing countries perceive the branded product a high
quality than the consumer of developed countries without knowing the other benefits and characteristics
of consumption. Therefore a brand is the picture of the product which explains the every attribute of the
product such as what is its function, how does it perform, and how the consumer feel by having it (Pitta
and Franzak, 2008).
A lot of researches have been done which argue the importance of culture in consumption pattern of
different countries and the consumption decision of the customer is mostly affected by the cultural norms
(Oyserman,coon and Kemmelleier ,2002; Kim and Drolet,2003;sun et al., 2004).
Howard and Sheth (1969) defined culture as, Collective mental programming of people in a society.
And Hofstede (1991) divided the culture into four dimensions for the study of a culture, individualism
and collectivism is one of them. He defined individualism/collectivism as the degree through which
individuals are separated into groups, according to him individualistic society is that in which individuals
look after them and they do not think about the groups, in the other hand in collectivist society individuals
look after the other group members and try to remain in one group. Before this Hofstede (1980)
categorized the countries as the individualistic and collectivist in which most of the eastern countries are
categorized as the collectivist and western countries are categorized as the individualistic which is clearly
exhibited through the differences in habits and perception of these countries.
Rothe (1995) says that collectivist prefer those brands which give reinforce to the group membership and
individualistic prefer that brand which reinforce their independence. That is why collectivist society is
considered more brands loyal in comparison of the individuals (Yoo, 2009).
Lio and Wang (2009) also attributed that collectivist try to reinforce in-group preference while making
purchase decision. Platow, Mills, and Morrison (2000) say that individual identity can be well explained
through social identity. Hogg and Reid (2006) defined social identity as the individuals knowledge that
he belongs to certain social groups together with some emotional and value significance to him of this
group membership. Lam (2007) says that in collectivist societies brand decision are affected by the
social values and they are closely related to consumers social system.
Corbu (2009) states that even though globalization is effecting the purchase decision of customers but
there is still the tendency of social norms in the cultural values. In Human behavior social values can be
identified self concept, emotions, motivation and social interaction in the groups (Trafimow and Triandis,
1991). Intergenerational influence is also paying a vital role in the choice of branded products (Moore,
Wilkie and Lutz, 2002).
2.2 Brand Meaning
Brand meaning or meaning of brand is one of the latest concepts in the brand management. Davis (2007)
defined brand meaning as, the most definitive or core attributes of brands that the consumer perceive.
Henderson et al. (2003) described that brand meaning and brand association are the same thing. Moore
and Homer (2008) also say that the brand association and brand meaning give the same meaning and they
are the synonyms. Feldwick (2002) describes that it is collective perception of customer about a brand.
Companies and customers perceive brand meaning in different context. For a company brand meaning is
the significant value (Raggio and Leone, 2007). On the other hand brand had extrinsic and intrinsic values
for the customers and it develops several meaning and feelings of brands for the customers (Pitta and
Franzak, 2008). In the purchase decision of customer intrinsic values of brand play an important value
than the extrinsic value (Hong, Pecotich, and Schultz, 2002). Brand is the symbol of quality and status for

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most of the consumers. A brand meaning is actually the explanation of product of consumers, what it can
do for them and how it is special for them along the other product category (Keller, 2004). Furthermore,
Franzen, Giep, and Bouwman (2001) described ten types of brand meaning which are perceived quality,
presentation and advertising, symbolic meaning, brand sign, product related brand meaning, perceived
price, provenance, sub brands and other communication means. Kashyap and Bojanic (2000) state that
consumer asses brand through the experiential qualities not by the price and other quality elements.
Some study also shows that consumers of developing countries purchase the products from the developed
countries due to the perception of better quality, even though they do not meet their expectations (Wang
et al.2000; Kinra, 2006).
2.3 Culture and Marketing
A lot of studies have discussed the importance of culture in the every aspects of marketing and discussed
the most important dimensions of the culture (Hofstede, 1991; Steenkamp, 2001). But Hofstede (1980)
gave the four important dimensions of the culture which are necessary for the understanding of the
consumer behavior and other marketing activities. The most widely used dimensions of the culture given
by Hofstede (1980) are: Individualism / collectivism, masculinity/ feminity, power distance and
uncertainty avoidance.
Among all these four dimensions individualisms / collectivism dimension is mostly studied by the
researcher for the understanding of the consumer nature and for making the segments of the markets to
fulfill the needs of customers in a proper way (Triands, 1995).
Lio and Wang (2009) also attributed that collectivist try to reinforce in-group preference while making
purchase decision. Nakata and Sivakumar (2001) say that in the collectivist society people sacrifice their
personal interest for the welfare the society. Furthermore Yoo (2009) says that the collectivist people
maintain the strong buyer seller relationship and create the loyalty with their respective brands.
McCort and Malhotra (1993) says that it is very difficult in the understanding of cultural role in marketing
and the decision making process of customers because it is very much hidden and can be observed
directly. Triands (2004) says that individualism and collectivism has very much importance in the
understanding of the cultural role in the consumer behavior. Sun et al. (2004) describes that self identity,
cognition motivation and social behavior has been mostly used in the understanding of the cultural
research. Cultural is considered as one of the major role in the understanding of the norms and values of
any society (Schwartz and Bilsky, 1990) and it provides the best for the people and the society ( wells and
Prensky, 1996)
2.4 Pakistani cultural values
Pakistani Culture has unique importance because of its ethical and social values and it mostly turn around
the religion of Islam. Pakistan has multicultural environment and family values are known everywhere
and in the rural areas whole population has the collectivist values (Hayi, Mansoor 2010).
Routama & Hautala (2008) argue that Pakistan is more inclined toward the collectivist values in the
individualist and collectivist dimensions.
Hakim and Aziz (1998) say that Pakistani culture is divided in to four subcultures on the basis of ethnic
values and languages and they have different values and life styles. The Pakistani people have more
respect for the elders and give preference to the collectivism in the society and Pakistani society is
hierarchical in nature. Pakistan is a country with a unique and rich culture and in order to do business it is
essential to understand the value and attitudes of the Pakistani people (http://www.communicaid.com).
Hofstede (1991) describes the culture of a Pakistan as a country which has both individualist and
collectivist culture at a time and is more intended towards the collectivist society. His research shows that
the Pakistani culture has both dimensions of individualism and collectivism but the collectivism is
dominant in the country.
Pakistan is an eastern country and Markus and kitayama (1991) urges that eastern countries have the
collectivist culture and the western courtiers have the individualistic cultures. Mandelbaum (1970) says
that collectivist societies give more preferences to the family and in Pakistan people try to give more
concerns to their nears and dear ones. Masheswaran and Shavitt (2000) describes that differences between
individualistic and collectivistic society has much importance in the understanding of the consumer

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decision making process. Narver and Slater (1990) suggest that understanding of national culture is
essential for making the marketing strategies according to the society value.
Bhardwaj, park and Kim (2011) argues that consumers of developing countries like Pakistan give more
preference to the global branded products and are experiencing the standard quality of life. He further
says that consumer of developing countries are more band conscious and pay more intension to the brand
specific variables for the global brands like emotional values, perceived quality, and brand loyalty.

3. Methodology
This research is conducted to understand whether the cultural values (individualistic / collectivistic) and
lifestyles of Pakistani university students have any influence on meaning of the branded products. The
measurement scale used in this study is questionnaire which is comprises of two portions: the first section
of the measurement scale is used to measure the individualistic / collectivistic and life style values and the
second section of the measurement scale is used to measure the meaning of branded products.
The first section of the measurement scale is borrowed from the study of Sun et al. (2004) which
comprise the variable such as lifestyle, gender roles, group influence, financial satisfaction, life
satisfaction, family orientation and security and stability and this section comprises of 33 items of total
questionnaire. Second section of the measurement scale was borrowed from the study of Strizhakova,
Coulter and Price (2008) to measure the meaning of branded products and this portion contains the 30
items of the total scale which includes variables such as brand quality, values, group identity, status, self
identity, family traditions, and national traditions. There were 63 items in the measurement scale. The 5-
point likert scale was used to measure the responses of the respondents, with 1 representing the strongly
disagree and 5 representing the strongly agree.
The same scale was used by Khare (2011) to analyze the impact of Indian cultural values and lifestyles on
meaning of branded products on university students in India.
Random sampling technique was used in the collection of data, and the respondents were the graduate and
postgraduate students (aged between 18-25 years) studying in business administration departments of the
four universities of Pakistan. Faculties of the respective classes were requested to permit the students in
completing the questionnaires during the class hours. 400 questionnaires were distributed and 262
questionnaires were returned property filled while 49 questionnaires were partially filled thus rejected.
Only 212 useable questionnaires were used for this study. There were 52.4 % males and 47.6 % females
in the sample. SPSS 16 was used for the analyzing of the data.
4. Results and Discussion
4.1 Reliability
Kim et al. (2004) defined reliability as the consistency of outcomes when the aim of research is
repeatedly measured. Cronbachs alpha is usually used for the measurement of reliability and it measures
the correlation of items of variables, results are considered reliable if it is found more than 50%.the
reliability of all the 63 items of the instrument used in this survey was 81.5 %.
A one way ANOVA test was used to understand the differences between male and female university
students cultural values and lifestyle as indicated in table 1.
The results indicate that there exist significant differences between male and female in Gender role
construct of Pakistani university students cultural lifestyle and values which is significant at p <.001.
This is the fact that these kind of differences are clearly defined from the childhood of the male and
females of the Pakistan .Most of the females of Pakistan stay at home and they do not go for any job
because they are family oriented and supposed to fulfill their duties to the family members as compared to
the males (Khare, 2011). The results also indicate that there exist significant differences between male
and female in In-Group Contacts construct of Pakistani university students cultural lifestyle and values
which is significant at p <.05. This is due to the fact that Pakistan is an Islamic country and the females of
Pakistan remain at home and they have less contact with the world as compared to the males. Females are
limited to their home with their family members that is why they do not want to make any contact with
unknown person because it is against their Islamic values and societys norms and customs. The results
also indicate that there exist no significant differences between the genders in life satisfaction, financial

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satisfaction, life style, family orientation and security and stability constructs of Pakistani university
students cultural lifestyle and values.
A correlation test was run to understand the if there exist any relationship between the constructs of
individualistic / collectivistic lifestyle and the constructs of meaning of branded products as shown in
table 2. The results indicate that there exist positive relationship between the constructs of collectivist and
individualist lifestyle / values of Pakistani university students and the constructs of meaning of branded
products. Life satisfaction has positive relationship with brand meaning for self identity (significant at
0.01 level), group identity, status, and national tradition (significant at 0.05 level). The results suggest that
Pakistani consumers give more preference to status, and purchase those brands which show the values,
status, group values and self identity. Groups are given top priority while purchasing a brand. Along with
all these national traditions of the country are also kept in mind while purchasing a branded products.
The construct financial satisfaction has positive correlation with status construct of brand meaning
(significant at 0.05 level). There exist a positive significant relationship between life style and brand
meaning for brand quality, group identity, status and values (significant at 0.05 level) while self identity is
significant at 0.01 level. This means that young generation of Pakistan purchases those brands which
maintain their self identity status and values.
In-Group influence has positive correlation with values and family tradition of brand meaning (significant
at 0.01 level). Pakistani society is basically a collectivist society and the group has much importance in
this society and the consumers try to purchase those brands which provide identification with in the group
(McAlexander et al., 2002). While family orientation construct of cultural lifestyle / value has positive
relationship with status, values and family tradition constructs of brand meaning (significant at 0.01 level)
and group identity is significant at 0.05 level.
In collectivist society gender role has much importance and their role is clearly defined. Gender role
construct of cultural lifestyle / value has positive significant correlation with brand quality construct of
brand meaning at 0.01 level and has positive relationship with self identity (significant at 0.05 level The
construct security and stability of cultural lifestyle / value has positive significant correlation with brand
quality construct of brand meaning (significant at 0.05 level) and it has positive relationship with status
constructs of brand meaning (significant at 0.01 level).
Multiple regression analysis was used to predict the affect of the cultural values and lifestyles of
Pakistani university students on meaning of the branded products. For this the subscales of brands such as
brand quality, values, group identity, status, self identity, family traditions, and national traditions were
computed in one constructs as an dependent variable and the constructs of individualist /collectivist
lifestyle and values such as lifestyle, gender roles, group influence, financial satisfaction, life satisfaction,
family orientation and security and stability were taken as the independent variables.
The results suggest that meaning of branded products is predicted by life satisfaction, life style, in group
contact, family orientation and gender role. The results table 3 are indicating the strength of life
satisfaction (=0.134; P<0.05), Life style (=0.224; P<0.05), in group contact (=0.142; P<0.05), family
orientation (=0.178; P<0.05), and gender roles (=0.196; P<0.05) in predicting the meaning of branded
products among Pakistani university students. This study shows that understanding of brand meaning
plays an important role in the life satisfaction of the Pakistani university students and the brands are
undertaken as the life satisfaction, social norms, values and customs in the group.
5. Conclusion
The purpose of the research was to understand the influence of Pakistani university students individualist
and collectivist values and life styles on brand meaning. This research concludes that the some constructs
such as Gender role and In-Group contact of cultural values and lifestyles of Pakistani university students
vary across genders. This clarifies that role of gender is clearly described in Pakistani culture. Males do
jobs and remain outside the home and also they always remain in contacts with the colleagues, relatives
and neighbors. The results also indicate that there exist no significant differences between the genders in
life satisfaction, financial satisfaction, life style, family orientation and security and stability constructs of
Pakistani university students cultural lifestyle and values.
This research concludes that cultural values and lifestyles of Pakistani university students have
relationship with the brand meaning. This relationship shows that Pakistan university students prefer

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those brands which have relationship with their collectivist values and life style and try to use those
brands which are useful for the all group members of the group and avoid from those which are harmful
for their collectivist values.
This research also concludes that the understanding of brand meaning can be predicted by the collectivist
values and lifestyles of Pakistani university students. In this research the constructs of collectivist values
and life style such as life satisfaction, life style, in group contact, family orientation and gender role are
predicting the understanding of the brand meaning to the university students. This shows that the brands
have importance to the university students of the Pakistan when they communicate the collectivist
cultural meaning and provide the ways to express themselves.
5.1 Implications of Research
This research shows that cultural values and lifestyles play a vital role in the understanding of brand
meaning. Therefore this research can be a guide line for the brand mangers and advertising managers. A
brand manager should pay attention while naming a product in such way that it represents the cultural
meaning to the customers. Similarly advertisement and promotions of the brands should reflect the social
values and norms of the consumers. As research shows that Pakistan has a collectivist society so all the
promotion activities should be accordingly. So it is necessary for the success of multinational companies
to reflect the family and group values in Pakistan.
5.2 Limitations and Recommendations for Future Research
This research was done on the university students; therefore, it cannot be representative for the whole
population of Pakistan. Further research can be done on the older consumers of Pakistan to understand the
impact of values and lifestyle on the meaning of brands. A comparison of old consumers and university
students can be made to understand the significant differences between the groups. Future research can
also be done by taking some extra variables such as income, education, occupation, languages and region
of domicile to understand in depth differences of culture values and lifestyles influences on meanings of
brands in Pakistan.

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Annexure
Table 1: ANOVA Gender Differences among Pakistani University students: Collectivist and Individualist
Lifestyle/Values
Collectivist and Individualist
Lifestyle/Values

F

df

Sig.
Life satisfaction 0.856 1 0.356
Financial satisfaction 0.828 1 0.364
Life Style 2.459 1 0.118
In Group contact 4.982 1 0.049
*

Family Orientation 1.863 1 0.174
Gender roles 12.191 1 0.001
**

Security 1.433 1 0.233
*
Significant at 0.05 level (two tailed).
**
Significant at 0.01 level (two tailed).
Table 2: Correlation
Brand Meaning
Lifestyle/Values
Brand
quality
Self
identity
Group
identity Status Values
Family
tradition
National
tradition
Life satisfaction Pearson
Correlation
.050 .185
**
.145
*
.153
*
.010 .033 .159
*

Financial
satisfaction
Pearson
Correlation
.109 -.024 -.128 .147
*
-.084 -.038 -.046
Lifestyle Pearson
Correlation
.173
*
.251
**
.161
*
.150
*
.177
*
.087 .083
In -Group influence Pearson
Correlation
.017 .104 .127 .132 .143
*
.149
*
.117
Family orientation Pearson
Correlation
.005 .109 .150
*
.230
**
.194
**
.236
**
.103
Gender roles Pearson
Correlation
.186
**
.175
*
.102 .095 .065 .055 .112
Security Pearson
Correlation
.137
*
.072 .056 .173
**
.067 .055 .053
*
Correlation is significant at 0.05 level (two tailed).
**
Correlation is significant at 0.01 level (two tailed).

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Table 3: Regression Analysis of Collectivist Lifestyle variables on Pakistani University Students
Evaluation of Branded Products.
Note. Dependent variable is Brand meaning

Standardized coefficients
Lifestyle/Values

t

Sig.
Constant 5.877 .000
Life satisfaction .134 2.462 .045
*

Financial satisfaction -.100 -1.422 .157
Life Style .224 3.214 .002
*

In Group contact .142 2.077 .039
*

Family Orientation .178 2.592 .010
*

Gender roles .196 2.788 .006
*

Security .013 0.175 .861
R
2
.170 F = 5.429 P .05
Adjusted R
2

.139

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