Vol. 7, Issue 2, Part J (2025)

Culture is a powerful determinant of social behavior, shaping values, attitudes, and interpersonal interactions across communities. In tribal and rural regions, cultural norms play an even more influential role in guiding day-to-day life. The present study examines the role of culture in shaping social attitudes and behaviors among residents of Parvathipuram Manyam district in Andhra Pradesh. A total of 450 respondents from three mandals Gummalaxmipuram, Kurupam, and Komarada were selected through stratified sampling. Primary data were collected using a structured questionnaire and interviews.

The study reveals that cultural traditions, family structures, festivals, and social norms significantly shape people’s attitudes toward education, gender relations, community participation, and decision-making processes. Gender differences were observed in the extent of cultural influence, with women reporting greater pressure to follow traditional norms. Mandal-wise differences also emerged, with Komarada showing the strongest adherence to traditional culture. The study provides practical suggestions for balancing cultural preservation with social progress.