Identifying dimensions of cultural diversity in India

Abstract

The objective of this research project was to identify dimensions of cultural diversity across India. In order to identify these dimensions, a secondary research comprising literature review as well as primary research comprising depth interviews was done. Based on the above research, useful insights regarding cultural differences across India were obtained. Based on these insights, dimensions of cultural diversity were identified. The World Values Survey data (India 2014 Wave 6) was used for testing the validity of these dimensions. The quantitative analysis was done in SPSS and involved Exploratory Factor Analysis and Hypotheses formulation and testing using univariate ANCOVA procedure. We propose that there exists significant cultural diversity in India across the dimensions oferception of Satisfaction, Harmony with Traditions, Religiosity, Male Dominance,Nationalism and Multiculturalism. It is essential that managers be cognizant of these regional cultural differences.