Influence of Korean Culture on Buying Behaviour among youths in Mizoram

Abstract

Examining the entrance behaviour to look for similarities in buying behaviour in the international market has been an interesting field area for marketing research. This paper examines the influence of Korean culture in northeast India and the entrance of the market through social similarity, lifestyle similarity, cultural similarity and product acceptance, cuisine similarity and product purchase. The study analyses the data collected from youngsters of Mizoram state in northeast India and moderation and mediation analysis was carried out. The moderation analysis was based on gender and mediation analysis with the variables of Korean cultural proximity, cultural adaption and purchase of Korean products.  The study finds that the inclusion of cultural influence mediates the relationship between the factors of cultural proximity and Korean product purchase.