Relationship between situational variables and purchasing in India and the USA

J. A. F. Nicholls · Sydney Roslow · Sandipa Dublish · Lucette B. Comer

35 citations0/0 files storedInternational Marketing Review

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

Explores the universality of Belk’s concept of situational variables in their relationship with consumer purchase within two different cultures. Considers the relationship of five empirical dimensions with two measures of consumer purchase behaviour. The five empirical manifestations of the situational variables were included in surveys conducted in India and the USA. The empirical dimensions of the situational variables (frequency of shopping visit; the usual time of day for shopping; travel time; time spent; and number of companions) were all statistically significant when comparing India and the USA with respect to shopping behaviour (purchase of food or beverage and purchase of other products). Includes examples of how marketers might influence consumer situations within the Belkian framework in order to modify purchase behaviour.

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References

1983The Cultural Relativity of Organizational Practices and Theories 1975Situational Variables and Consumer Behavior 1985Mood States and Consumer Behavior: A Critical Review 1989The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping 1974An Exploratory Assessment of Situational Effects in Buyer Behavior 1990The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior 1980Intrapersonal Affective Influences on Consumer Satisfaction with Products 1989Situational Ethnicity and Consumer Behavior

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