Consumer behaviour in retailing is influenced by a combination of cultural, social, personal and psychological factors. Among these, cultural and social factors are particularly important because they shape the values, preferences, lifestyles and purchasing habits of individuals. Retailers need to understand these factors because consumers do not make purchasing decisions in isolation. Their choices are influenced by the culture in which they live, the social groups to which they belong, their family, friends, social status and the expectations of society. Culture refers to the set of values, beliefs, customs, traditions, norms and behavioural patterns shared by members of a society. It is one of the most fundamental influences on retail consumer behaviour. Culture determines what people consider desirable, acceptable or appropriate to purchase and consume. For example, food preferences differ significantly across cultures. In India, vegetarian food, spices, traditional sweets and festival-related products have strong demand among particular consumer groups. Similarly, clothing preferences are influenced by cultural traditions, religious practices and regional customs. Retailers therefore need to adapt their merchandise, product presentation and promotional strategies according to the cultural environment of their target market. Cultural values also influence perceptions of quality, price, convenience and status. In some cultures, consumers may place greater importance on saving money and purchasing products that provide long-term value, while others may be more receptive to premium or luxury products. Retailers operating in culturally diverse markets must recognise these differences rather than assuming that all consumers have identical preferences. Subculture is another important cultural factor. A subculture consists of people who share particular values and practices within a larger culture. Subcultures may develop on the basis of religion, region, language, ethnicity, age or other common characteristics. In India, consumers from different regions may have different preferences for food, clothing, festivals and household products. Retailers often use regional assortment and localised advertising to serve these different groups. For instance, the products displayed during Diwali, Eid, Christmas, Pongal or Onam may vary according to the local population and its cultural practices. Social class also influences retail behaviour. Social class is associated with income, occupation, education, lifestyle and social position. Consumers belonging to different social classes may have different purchasing patterns. Higher-income consumers may have greater demand for premium brands, luxury goods, sophisticated services and exclusive shopping experiences. Middle-income consumers may focus