Abstract

The focus of this study was to understand the impact of culture on consumer decision-making for smallholder farmers in the Murewa district in Zimbabwe. The study relied on a mixed methodology while data were collected using a survey and key informant interviews. This study found that the culture of smallholder farmers has a predictive impact on their consumer decision-making styles. In addition, culture was revealed to be a source of power to cultural gatekeepers who can influence consumer decisions within the smallholder farming community. The study's findings were that smallholder farmers in the Murewa district use four main consumer decision-making styles. These are brand-conscious, novelty-fashion-conscious, recreational-hedonistic, and habitual-brand loyal. The study concluded that the culture of smallholder farmers has a predictive impact on their consumer decision-making styles. These are brand-conscious, novelty-fashion-conscious, recreational-hedonistic, and habitual-brand loyal. The study concluded that the culture of smallholder farmers has a predictive impact on their consumer decision-making styles. In addition, culture was revealed to be a source of power to cultural gatekeepers who can influence consumer decisions within the smallholder farming community. The study recommends that community cultural gatekeepers be used to strengthen consumer education among smallholder farmers to eliminate misinformation by manufacturers.

Key words: Culture, consumer decision-making, smallholder farmers, Murewa, Zimbabwe.