India a Culture with Change and Continuity in Consumer Behaviour
Keywords:
Cultural, Nationalism, Region, ReligionAbstract
Culture plays silent as well as robust role in moulding consumer behaviour. Indian culture is a symphony of various cultural instruments. Culture gets power from region and religion. We can broadly divide Indian culture into three categories Westernization, Nationalist cultural style, Popular culture style. This research aims to find out the difference in consumer buying behaviour on the basis of selected cultural ideologies. We are also interested to find out the difference in consumer behaviour on the basis of regionalism and religion.
Data is collected from the Northern parts of India and statistical tool like paired t-test along with ANOVA is applied on the collected data.
There is no significant difference is found on the two hypotheses based on cultural factors. There is a significant difference found between the regional influence on consumer decision making and influence of religion on consumer decision making.
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