The impact of cultural adaptation on consumer decision making: case Danone Djurjura Algeria

Abstract

This study explores the impact of cultural adaptation on consumer purchase decision making in Algeri a. As international and multinational companies expand into diverse markets, understanding local consumer behavior becomes essential. The research aims to determine how cultural adaptation influences purchase decisions and whether this relationship is affected by brand perception, cultural identity, and sociodemographic factors. A quantitative study based on responses from 120 Algerian consumers found that cultural adaptation has a moderately positive impact on purchase decision making, significantly mediated by brand perception. While cultural identity showed no significant moderating effect, factors like age, gender, and region did, indicating varied responses across consumer segments. These results highlight the value of culturally adapted marketing in building stronger consumer connections and influencing purchasing behavior