Influence of Culture and Store-attributes on Post-Purchase Behaviour in Unorganized Retail Sector of India: A Literature Review

Abstract This paper seeks to review the literature on the influence of cultural factors andstore attributes on consumers' post-purchase behavior (customer-satisfaction, customer loyalty and re-patronage behavior) in Indian unorganized grocery retail sector. The purpose of this paper is to determine how far this line of research has progressed. This paper has three sections including, description of variables under scrutiny, methodology and relationships among these variables in discussion, and finally conclusions from the existing literature.Most articles that deal with culture, store attributes, post purchase behaviour are empirical in nature and have been published from 1980 to the date. In Indian context, mostly theoretical work has been done which deserves great attention as they provide future research guidelines. It is also found that cultural factors and storeattributes affect consumer satisfaction which further leads to consumer loyalty and re-patronage behaviour of consumer.