Impact of Intrinsic Religiosity, Extrinsic Religiosity, and Cultural Factors on Buying Behaviour

Abstract

Understanding cultural influences and religion has been crucial in consumer behavior. To be successful, marketers need to be aware of these factors in any nation or area. India is a diverse nation in many aspects. People in India adhere to various religious and cultural traditions. Every Indian state has its own culture, language, and way of life. Gujarat is among the nation's progressive states. Gujarat is crucial to the development and identity of India, both economically and culturally. It is a sizable and promising market for businesses. The current study examined how cultural and religious considerations influence Gujarati consumers' purchasing decisions. Extrinsic and intrinsic religiosities are the two sub dimensions of Religiosity. A total of 207 samples were gathered using the non probability convenience sampling technique throughout Gujarat. Multiple regression analysis was done to determine the impact. The dependent variable was purchasing Behavior, while the independent variables were cultural aspects and internal and external Religiosity. According to the findings, extrinsic Religiosity influences consumer behavior the most. Cultural influences and inherent Religiosity have an impact, respectively.