Influence of Demographics and Culture on Consumer Preferences in Pakistan

Abstract

This study delves into the intricate relationship between demographic factors, cultural influences, and consumer preferences in the context of Pakistan. Analyzing data obtained through convenience sampling involving 150 respondents, the study explores the impact of gender, age, and income groups on impulse buying behavior among Pakistani consumers. The model is subsequently assessed utilizing the statistical software tools SmartPLS and SPSS. The study revealed a significant impact of education and monthly income on the national culture of Pakistani consumers. Nevertheless, whereas the fundamental necessities experience minor influence, non-essential commodities are significantly affected by the cultural context of the nation. This study offers significant contributions to corporate entities functioning within the consumer products sector, particularly in the domain of classifying consumer products into categories of necessities or pleasures. The study's importance rests in its capacity to elucidate the ambiguities pertaining to the relationship between demographic characteristics and the national culture of Pakistani consumers, as well as its association with consumer demands and indulgences. The primary objective of this study is to examine the influence of national culture on consumer behavior and consumption patterns within the framework of globalization. Notably, these findings reinforce the influence of demographics on consumer preferences in Pakistan. Understanding these correlations holds significance for marketers and businesses seeking to tailor strategies that align with the diverse demographic landscape and cultural nuances prevalent in Pakistan's consumer market.