The cultural influence on consumer behavior in India

Abstract

This paper examines the effect of culture on the Indian retail market and the behavior of native consumers. Here we have tried to study in the change of behavior of consumers and their concern for their culture. Today’s era can be quoted as the era of consumerism where the market is designed and customized as per the need of hour. The focus is laid on the emerging trends in shopping and the changing shopping habits of Indians. Today the market has entirely changed the way of celebrating and living of consumers, on the other end Indian customers have accepted these re-design markets which are the resultant of the Globalization and Media, which is the most efficient and effective path of advertisement and awareness