Article2013

Indian consumers: are they the same across regions?

16 citations0/0 files storedInternational Journal of Emerging Markets

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

Purpose The purposes of this study are to empirically test the differences among three major cities in India by their affluence level, selected factors related to consumer purchase behaviors, and to examine the regional differences in purchase behaviors. Design/methodology/approach A total of 652 usable data were collected from consumers of age 18 years or older residing in Mumbai, New Delhi, and Bangalore, India via mall intercept surveys. Findings Overall, the findings confirmed that affluence level in each region explains the variances in region's values, attitudes, lifestyles, and consumption patterns of foreign branded goods. That is, Mumbai (i.e. the highest GDP among the three cities) showed individualistic characteristics (i.e. lower levels of face saving and group conformity). Attitude toward economizing was found to be inversely related to a city's affluence level with Bangalore (least affluent) having the highest attitude toward economizing and Mumbai (most affluent) having the lowest attitude toward economizing. Mumbai and New Delhi consumers purchased significantly more foreign jeans than Bangalore consumers. In purchasing foreign brand goods, social attributes (i.e. brand name and latest fashion) were more prominent in Bangalore consumers who are the most collectivistic in this study. Practical implications The findings of this study convey a clear message: assuming Indian consumers are the same across regions is a mistake and a localization approach should be considered to market to each region. Originality/value This study is one of the first attempts to examine regional differences in the Indian market. This study adds empirical evidence that differing economic affluence levels are critical in estimating consumption differences by region.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1976Individualism and Collectivism 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries 1994Consumer Ethnocentrism: A Test of Antecedents and Moderators 1995Consumer ethnocentrism: A test of antecedents and moderators 2001An online prepurchase intentions model 1984The Theory of Reasoned Action Applied to Coupon Usage 2006Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences

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