Understanding culture to build a successful experience: An Empirical study

  • G. Aiswarya et al.


Culture and behaviour are interrelated. Ideational definitions on culture often include knowledge, value, belief and information but exclude behaviour. Culture influences behaviour of an individual and by examining the behaviour, culture can be identified. This behaviour is shaped by the experiences, they come across. Studying the cultural variables is an important determinant in marketing. Understanding culture helps the marketers plan communication to better reach the consumers. Most of the research on culture primarily focuses on the organizational culture and the study of consumer culture remains unexplored. This study helps to identify the cultural elements in a diverse population and examine its role in shaping behaviour and shopping experience.