UNDERSTANDING THE CULTURAL UNDERPINNINGS OF CONSUMER BEHAVIOR

AUTHOR – THAHIRA SHIREEN, STUDENT AT GIBS BUSINESS SCHOOL, BANGALORE

BEST CITATION – THAHIRA SHIREEN, UNDERSTANDING THE CULTURAL UNDERPINNINGS OF CONSUMER BEHAVIOR, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 135-140, APIS – 3920-0007 | ISSN – 2583-7230.

INTRODUCTION

In an increasingly globalized world, understanding the cultural underpinnings of consumer behavior is critical for businesses operating in the fast-moving consumer goods (FMCG) sector. FMCG products—characterized by their high turnover rates and frequent consumption—play an essential role in daily life, making them deeply embedded in cultural practices and consumer habits. Cultural factors such as traditions, social norms, values, and communication styles influence not only what consumers buy but also how and why they make purchasing decisions. This dynamic interplay underscores the significance of studying cultural influences within the FMCG domain.