Kerala Cultural Symbolism-Impact and Influence on Purchase Intention
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Description
Kerala, known as “God’s Own Country,” boasts a unique cultural
heritage deeply rooted in traditions, art forms, and iconic elements. This
study investigates how cultural symbolism in Kerala affects consumers’
intent to buy. The study shows that cultural symbolism is crucial in influencing
consumers’ views and purchase decisions by using a qualitative research
approach. The findings offer insightful information for marketers, decisionmakers, and advocates of cultural preservation by deepening our
understanding of the connection between cultural symbolism and consumer
behaviour. Consumer purchase intentions and various elements responsible
for cultural symbolism were analysed in detail. Non parametric statistical
tools such as Mann Whitney U test, Kruskal Wallis H test and Fried man
test were employed for the analysis of the data.
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