CROSS-CULTURAL & ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOUR IN CURRENT SCENARIO

Pankaj Kumar

Abstract


Everybody in this world is a consumer. The heterogeneity among people across the world makes understanding consumer buying behaviour an intricate and challenging task. Every day of our life we are buying and consuming an incredible variety of goods and services. However, we all have different tastes, likes and dislikes and adopt different behaviour patterns while making purchase decisions. Many factors affect how we, as individuals and as societies, live, buy, and consume. External influences such as culture, ethnicity, and social class influence how individual consumers buy and use products, and help explain how groups of consumers behave. The study of culture encompasses all aspects of a society such as its religion, knowledge, language, laws, customs, traditions, music, art, technology, work patterns, products, etc. Culture is an extremely critical and all pervasive influence in our life. The purpose of the study was to aware about the Impact of cultural & environmental influences on consumer behaviour.

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ISSN : 2251-1547