International Research journal of Management Sociology & Humanities
( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH
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THE INFLUENCE OF CULTURAL FACTORS ON CONSUMER BUYING BEHAVIOR
2 Author(s): MR.M.GUNASEKARAN,MR.C.EAHAMBARAM
Vol - 10, Issue- 4 , Page(s) : 101 - 105 (2019 ) DOI : https://doi.org/10.32804/IRJMSH
Nowadays, consumer behavioris influenced not only by consumer personalities andmotivations, but also by the relationships within families. Family is a social group and it can beconsidered the cornerstone of consumers so it has a crucial place in the perception of marketing. Marketers closely interested in this issue to know the family which changed andrenewed in course of time. It provides a tremendous advantage for a marketer to know thefamily structure and its consumption characteristics.