Influence of Cultural Values on Indian Consumers' Local Store Loyalty

The purpose of the study was to examine the influence of cultural values on Indian consumers' local store loyalty behavior. The influence of collectivism, power distance, uncertainty avoidance, and long-term orientation was studied on store patronage behavior. Demographic factors like age, income, marital status, and cultural values like collectivism, power distance, uncertainty avoidance, and long-term orientation influence consumers' store loyalty behavior. The findings of the study can be used by government policy makers, retail companies, and retail practitioners in promoting local stores. The local stores can use cultural values in building long-term relationships with consumers.