The Power of Cultural Identity in Consumer Behavior: Social Factors and Purchasing Preferences

Consumer purchasing behavior is shaped by a combination of cultural, social, and personal factors that influence preferences and product choices. In Loja, Ecuador, the preservation of traditions and cultural identity is challenged by globalization and the increasing availability of both national and international products. This study examines the relationship between cultural values and purchasing decisions, highlighting the role of tradition, education, and perceived quality in the selection of local or foreign goods. A quantitative approach was employed through surveys conducted with a sample of 383 consumers in Loja. A Likert scale was used to assess the relevance of various cultural factors in consumer behavior, and chisquare tests were applied to identify significant relationships among variables. Statistical techniques were also implemented to detect consumption patterns and their key determinants. Findings reveal that 85.1% of consumers consider tradition a decisive factor in their purchasing decisions, reflecting a strong cultural attachment. The chisquare analysis confirmed a significant relationship between cultural values and the preference for national and local products (p < 0.05). Moreover, product quality (63.7%) and price (55.1%) emerged as the most influential factors, while brand and advertising had a lesser impact. In conclusion, cultural values significantly shape purchasing preferences in Loja, with a strong tendency toward preserving local identity through consumption.