Does Cultural Diversity Influence Consumer Behavior?

Culture is the fundamental character of a society that separates one from other cultural groups. Diversity, on the other hand, is also referred to as the real or perceived differences among individuals in relation to race, ethnicity, gender, sexual orientation, religion, work ethics and family status, appearance, and other identity-based attributes that affect interactions and relationships. In connection, cultural diversity is defined as the existence of a variety of cultural or ethnic groups existing within society. Thus, the paper aims to determine the relationship between cultural diversity and how it affects consumers in terms of purchasing products and services, and decision making. Hence, the researchers made use of simple random sampling wherein a total of 100 respondents were gathered and the use of online questionnaires was distributed. The quantitative method was used and One-Sample t-Test for testing the hypothesis, the researchers were able to conclude that the two hypotheses are all accepted which shows that there is a significant relationship and influence of the cultural variety on consumer behavior. Moreover, findings state that the cultural factors (basic values, needs, wants, preferences, perception, and behavior) are the ones that have the most influence on consumer behavior.