Riya Pallamreddy

Research

Research focusing on marketing strategies, consumer behavior, demographics, and cultural impact on business. 

The Influence of Cultural Differences on Human Behavior and Economic Decision-Making: Unravelling the Contributing Factors and Extent of Variation.

- Research paper Philip Chijui Liang from the University of Chicago with Lumiere Education

- Graded A+ & accredited top 20% of 500+ papers in the program

Do cultural differences affect economic behaviour and business practices? This paper attempts to answer this question to the best of its capabilities by utilising data on trust, prior beliefs, saving patterns, and religion within America, Europe, and Asia. This research paper utilises both primary data collection through surveys, as well as a literature review where previously compiled data is analysed to reach specific, relevant, and reliable information to answer the research question. With this, we find that through observations and experiences, humans learn many of their customs, behaviours, and beliefs from other individuals. The implicit assumption that all people have the same economic decision-making processes, the same sense of justice, and/or the same preference for punishment must be questioned if cultural differences actually have a significant impact on economic behaviour. This paper discusses how cultural differences may suggest multiple social structures, as well as various relationships involving profitability and efficiency, or they may make profitable intersociety relationships impossible, which results in a social structure that is economically unviable.

Unveiling the Impact of Marketing Strategies on Consumer Behaviour and Demographic Segmentation in India: A Comprehensive Study

- Under the mentoring of Prof Chittedi, University of Hyderabad

In today’s digital world, it has become challenging for businesses to rely on the “one size fits all” approach to consumers of different demographics. Brands and businesses must deeply understand their target consumer and their behavioural patterns to engage with them. This literature review focuses on providing some deeper insights into different generations around their spending patterns, preferences, and their digital savviness. With this, businesses can derive better strategies to reach out to their target consumers and build a stronger customer experience by being more relevant. This review also attempts to define each generation in detail and compare and contrast their habits and economic presence within a country’s economy.