Impact of Cultural Factors on Consumer Behavior: A Cross-cultural Study

Abstract

This cross-cultural study examines the impact of cultural factors namely cultural traditions, cultural beliefs, and cultural values on consumer behavior patterns across selected cities. With globalization influencing consumption habits, understanding how deeply rooted cultural dimensions shape purchasing decisions has become increasingly important for businesses and marketers. Drawing upon a sample of 450 respondents, the study employs a structured questionnaire to capture insights into consumer behavior influenced by diverse cultural backgrounds. Statistical tools such as reliability analysis, exploratory factor analysis (EFA), and regression analysis are used to validate constructs and identify significant relationships. The findings reveal that cultural beliefs and values play a substantial role in shaping consumer preferences and decision-making processes, while cultural traditions influence brand loyalty and consumption frequency. The study provides valuable implications for marketers aiming to tailor their strategies to culturally distinct consumer segments and highlights the necessity of incorporating cultural sensitivity in marketing practices across different regions.