Abstract:

At a macro level this paper establishes the relationship between 'Culture' and 'Shopping Behaviour'. The paper also identifies the unifying and differentiating themes which define and differentiate between the shopper segments across the globe. This will help in having a fundamental understanding of the shoppers. At a micro level, the segments are analyzed in detail to understand the key hooks. They are profiled on demographics and behaviour, which provides a comprehensive view of the segments. By analysing the macro structures and micro compositions, strategic recommendations are provided.