Cross-Cultural Differences in Perceived Value Among Canadian Consumers

Abstract

Canada’s multicultural environment provides a unique context for studying how cultural backgrounds shape consumer perceived value. This research investigates cross-cultural differences in perceived value among Canadian consumers belonging to three dominant cultural groups: Western-European Canadians, South Asian Canadians, and East Asian Canadians. Using a mixed-method approach combining survey data (N = 412) and qualitative interviews (n = 30), the study examines variations in functional, emotional, social, and epistemic value perceptions. Results reveal significant cultural distinctions: South Asians emphasize social and relational value, East Asians prioritize quality and brand-driven functional value, while Western Europeans emphasize emotional and experiential value. These findings contribute to multicultural marketing theory and offer actionable insights for Canadian retailers aiming to customize value propositions for diverse consumer groups.