Published Paper Details:

Right from the conceptualization of societal norms and regulations, culture has dominated the psychology of individuals. It can be interpreted as a sum of rituals, norms and values that are shared by persons belonging to a society and are passed on from one generation to another. By contemplating this fact, it becomes extremely vital to investigate that in a country like India which is a boon of rich cultural heritage, how efficiently prominent determinants form cultural norms so that Indian retail merchandisers can formulate their marketing policies accordingly and satisfy their consumers through profitable deals. As culture makes up the mentalities of individuals, it also impacts their buying behavior regarding the goods or services they purchase from the retail market. This paper primarily explores the determinants of culture and the extent to which they impact consumer buying behavior as the retail market is expanding greatly due to which, it has become significant to understand the psychology of consumers. The data was collected by self-structured questionnaires that were filled by 400 respondents belonging to the city of Agra. Initially, the researcher justified the relevance of four determinants of culture comprising of Gender, Age, Educational Status and Religion through t-test and one way ANOVA. In order to investigate the relationship between these determinants and consumer buying behavior, step-wise regression analysis was conducted which resulted in justifying that none of the determinants established a significant relationship with consumer buying behavior.