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Authors
Affiliations
1 Ballari Institute of Technology and Management, Jnana gangotri Campus, Allipur (V) Hospet road – Bellary, IN
Source
AMBER – ABBS Management Business and Entrepreneurship Review, Vol 4, No 2 (2013), Pagination: 54-65
Abstract
India is the seventh largest country in terms of area and oldest civilized realm with rich cultural heritage. India is called as sub continent due to its size and diversity in culture; many religions, castes, creeds live together, and each of these segments has different needs, wants, preferences and buying habits. The culture decides the types of products/services consumed by the people. Colour of the product is of prime importance in Indian subcontinent. The colour of the product is vastly influenced by the cultural factors; specifically some cultures have apprehension about products with certain colours, hence they are cornered and victimized. People in India live in a paradigm, as they do not prefer certain coloured products unanimously, there are certain cultural aspects causing people not to prefer certain coloured products. Therefore it is important for the organizations to keep this in mind before deciding on the products and their colours. Consequently an attempt has been made to empirically evaluate various cultural factors influencing the choice of colour and consumer buying preferences, therefore three product categories have been considered for the study viz, Automobiles, wall paints and traditional wear, with a pragmatic approach that aids in suggesting suitable strategies that ensures paradigm shift to sail over the tide comfortably.
Keywords
Culture, Diversity, Buying Preferences, Consumer Buying Behaviour.
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