Article2011

Globalization does lead to change in consumer behavior

78 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values Consumer Behavior and Market Dynamics

Abstract

Purpose The purpose of this paper is to empirically substantiate if the forces of globalization are impacting consumer culture and behavioral traits in a developing country (India). Design/methodology/approach Five hypotheses had been constructed to address the gaps in the literature with respect to the influence of globalization on prevalent consumer culture of a developing nation. Predisposition towards foreign brand among Indian consumers was taken as a proxy for global flows and its influence was studied on the existing materialistic values among the Indian consumers. The study covered a sample size of 557 respondents from five major cities in India. The raw data were collected with the help of structured questionnaire and analysis was done by using various relevant statistical techniques. Findings The results showed that predisposition towards foreign brands had a significant impact on materialistic values among the Indian consumers. The younger Indian consumers had significantly higher materialistic values than the older age groups. Lower income groups have showed significantly greater materialistic values than the higher income groups. Significant positive relationships were shown between materialistic values and the buyer behavior traits studied. Practical implications The managers should concentrate on the younger consumers, as they are the ones who are showing a definitive change in their buying behavior and increasing materialistic values. Alternatively, managers could modify their products to suit the requirements of older consumers. Originality/value The study empirically showed that Indian consumers' predisposition towards foreign brands and their materialistic values had significant positive correlation among them. Also, predisposition towards foreign brands along with demographical variables like age and gender significantly impact the materialistic values prevalent among Indian consumers.

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References

1990Culture Shift in Advanced Industrial Society 1990Disjuncture and Difference in the Global Cultural Economy 1990Culture shift in advanced industrial society 1990Disjuncture and Difference in the Global Cultural Economy 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1985Materialism: Trait Aspects of Living in the Material World 2002Materialism and Well-Being: A Conflicting Values Perspective 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries

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