A Comparison between Dairy Consumer Behavior of the Islamic Republic of Iran and France (with Cultural Approach)

Abstract Today, worldwide researches have been done throughout the world in relation to consumers' behavior. But there are still countries where are behaviorally unknown for the marketers. Iran is one of countries where can be attractive for international marketers. The aim of this study is to compare consumers' behavior of Islamic Republic of Iran and France (with cultural approach). Totally, 384 and 273 persons were participating in this research from Iran and France, respectively. Data was analyzed using descriptive statistics and independent sample t-tests. Results showed that there is a difference between two countries based on social class in terms of reference-group influence, Purchase risk reduction, variety seeking, enjoyment of bargain hunting, and class-based consumption. It was not seen a difference between two countries in terms of effort minimization.

Keywords: Consumer Behavior; the Islamic Republic of Iran ; France