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Indian households often exhibit a unique mix of spending habits, where they splurge on events such as weddings or festivals while simultaneously hunting for discounts and cashback offers on everyday purchases. This apparent contradiction can be analyzed using various consumer behaviour concepts like cultural influence, reference groups, family roles, and social class. Culturally, India places a significant emphasis on social celebrations like weddings and festivals, which are seen as milestones or rites of passage. These events are deeply ingrained in the cultural fabric and hold a high symbolic value. People tend to spend lavishly on __________ ____ _______ _______ ____ ______ ________ _______ ___ ______ _____.
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