The major objective of this thesis is to research purchasing behaviors of African and Latin American consumers and disclose their differences against each other. In this study, the characteristics of consumer behavior were found out through survey in five countries such as Republic of South Africa, Ghana, Panama, Peru and Argentina. The result is summarized as follows:
People in Ghana and Panama prefer window type airconditioner, but in Republic of South Africa, split wall-mounted type is prefered. The main reason to buy window type is because its price is cheap.
In Africa, people prefer airconditioners of big capacity for living room, but in Latin America, people like medium or small capacity for bed room.
The most important factor in purchasing airconditioners was proved to be price in Africa, while quality in Latin America. Also, Africans are more dependent on brand name and design than Latin Americans, while Latin Americans are more dependent on quality and after service than Africans.
Both Africans and Latin Americans prefer airconditioner specialized shop and electronic shop in purchasing airconditioners. They don't show difference each other.
Africans are more dependent on shop display in obtaining information about airconditioner than Latin Americans and Latin Americans more dependent on Floor salesman and Brouchure/Catalogue than Africans.
As for several factors about airconditioner product, Latin Americans consider basic function as more important factor than Africans. Also, men treat product appearance as more important factor than women and women treat basic function more important than men.
In Africa, wives have more influence than husbands in selecting airconditioner, while in Latin America, husbands have stronger influence than wives.
The findings, however, should be interpreted with caution since this research has several limitations in sampling methods. Further research with more elaborated methodology and theory is suggested and encouraged.
