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# Cultural and Social Factors in Retail Consumer Behaviour Retail consumer behaviour refers to the way individuals or groups identify their needs, select products, make purchasing decisions, and use products or services. Consumer behaviour in retailing is influenced by several cultural and social factors. These factors affect what consumers buy, where they shop, how often they shop, and how much they are willing to spend. Culture is one of the most important influences on consumer behaviour. Culture includes the values, beliefs, customs, traditions, ____ ___ ______ _______ ________ __________ _________ ______ __________ ____ ____.
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