Samenvatting

The purpose of this dissertation is to analyse purchase intention between citizens in the Netherlands with a Dutch or
Chinese background between 18 and 60 years of age. Prior to this, it is necessary to investigate cultural differences
by using the cultural dimensions of Hofstede. Cultural characteristics that are described in literary sources are linked
to three stages of the consumer decision process in order to research purchase intention of individuals with a Dutch
or Chinese background who are living in the Netherlands. This paper intends to provide a clear explanation for these
differences from a cultural perspective. Therefore, Hofstede’s cultural dimension theory is central to the report. In
addition, researching cultural differences leads to a more accurate understanding of the interaction between culture
and purchase intentions.