IGI Global Global Observations of the Influence of Culture on Consumer Buying Behavior (Advances in Business Strategy and Competitive Advantage)

About the Author Sarmistha Sarma is an Associate Professor at the Institute of Innovation in Technology and Management (affiliated to Guru Gobind Singh Indraprastha University, Delhi (India)) in the Department of Business Management. She has a PhD in Management from Fakir Mohan University, Balasore, Orissa, (India) along with a Master of Business Administration (M.B.A) from Gauhati University Assam (India). She likes to analyze the various factors leading to purchase decisions. Her research focuses on the ways lifestyle, culture, and ethnicity impact buying decisions. She is a founding member of the Center for Promotion of Multidisciplinary Research (CPMR), a society dedicated to the promotion of applied research in various disciplines. Product Description Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field.