In defining the problem and developing an approach, the researcher must be sensitive to the underlying cultural factors that influence consumption and purchase behavior.

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Cultural factors such as values, beliefs, attitudes, and social norms can significantly influence an individual's behavior, including their consumption and purchase behavior. Therefore, it is crucial for a researcher to be sensitive and considerate of these cultural factors when defining the problem and developing an approach for research.

In Defining the Problem and Developing an Approach, the Researcher