The effect of collectivism on family meal consumption behaviour. Its implications on food companies in Sierra Leone

      Аннотация: This book covers the broad concept of culture, especially collectivism and highlight its impact on the behaviours of consumers and food companies. It has been able to clearly showcase that religion, ethnicity, conformity, reference groups and social class interact with each other in influencing consumers and businesses' behaviour in a typical collectivist setting. The first study to highlight the concept of interactionalism in cultural studies. The book is particularly framed to provide appropriate guide to multi-national companies; students interested in understanding the concept of culture; marketers; governmental and Non-governmental organisations,including the United Nations, who may be interested in exploring and understanding how collectivism affects not only the social consumption behaviour of individuals, but how it affects companies marketing their products in developing countries. The work is presented in an easy to understand format with an introduction to each chapter to enable readers to capture the content at a glance.

Ключевые слова: Collectivism, Conformity, culture, ethnicity, Ethnicity?, marketing, Reference groups, Religion, Social Class, family meal consumption behaviour, food companies