Abstract
This study examines cultural factors such as customs, social norms, and values, and their influence on consumer buying behavior in Rohilkhand. It aims to explore how culture affects consumers' purchasing decisions and preferences within this specific context. Data were collected and analyzed from 399 consumers living in Rohilkhand, focusing on key aspects of culture: festivals, social norms that shape community beliefs, personal values, and family that influence their buying behavior.
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