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Journal articles on the topic 'Indian consumers'
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1
Punyatoya, Plavini. "Effect of perceived brand environment-friendliness on Indian consumer attitude and purchase intention." Marketing Intelligence & Planning 33, no. 3 (May 5, 2015): 258–75. http://dx.doi.org/10.1108/mip-04-2013-0069.
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Purpose – The purpose of this paper is to examine the effect of perceived brand environment-friendliness (PBE) on brand trust and perceived brand value and the subsequent effect on consumer’s environment friendly (EF) brand attitude and EF brand purchase intention. The research also proposes a novel construct PBE. Design/methodology/approach – The current research involves a pretest to select a perceived EF brand. Then a survey is conducted among 223 Indian consumers. Structural equation modelling is used to analyse the data and to test the proposed integrated model. Findings – The results show that PBE is positively associated with brand trust and perceived brand value. High trust in the EF brand and high consumer perceived brand value lead to favourable attitude towards the brand. Consumers with positive EF brand attitude have significantly higher intention to purchase the brand. Practical implications – The paper provides interesting insights about Indian consumers’ evaluation of EF brands. These useful insights would enable both international and national marketers to develop more focused strategies catering to the Indian consumers. Originality/value – The paper empirically demonstrates that, when Indian consumers perceive a brand as EF, it leads to favourable attitude towards the brand and significantly positive purchase intention. There has been a little research focused on India in this field. So, the current paper offers vital guidelines to international marketers, who are planning to introduce their EF brands to Indian market.
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Ratten, Vanessa. "Indian and US consumer purchase intentions of cloud computing services." Journal of Indian Business Research 6, no. 2 (June 10, 2014): 170–88. http://dx.doi.org/10.1108/jibr-07-2013-0068.
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Purpose – The aim of this paper is to focus on consumer’s perceptions of ethical and innovative aspects of cloud computing services. Cloud computing is a technological innovation that more consumers are adopting because of its mobility and accessibility in storing data. While there has been an increased awareness of cloud computing by consumers, there is limited research about the factors influencing consumers to purchase cloud services. Design/methodology/approach – This study uses the technology acceptance model and the social cognitive theory as the theoretical frameworks to understand how perceived ease of use, perceived usefulness, ethical self-efficacy, innovation self-efficacy, performance expectancy and privacy impact purchase intention of cloud computing services. Research hypotheses are developed from the literature and tested by a survey questionnaire in India and the USA. Findings – The results of the analysis suggest that consumers in India and the USA are affected by similar factors when deciding to purchase cloud computing services, but differ in expectations about performance. Originality/value – This study utilizes Indian and US consumers to compare purchase intentions of technological innovations showing that there are more similarities than differences towards ethical and consumer innovativeness in both countries.
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Madhani, Jeet Virendrabhai, and Krunal Hareshkumar Rajyaguru. "IMPACT ANALYSIS OF DIGITAL MARKETING: AN INDIAN PERSPECTIVE." Jurnal Manajemen dan Kewirausahaan 22, no. 2 (September 1, 2020): 161–64. http://dx.doi.org/10.9744/jmk.22.2.161-164.
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The increasing use of digital media by consumers, companies utilizes digital marketing to outreach their market segments. The purpose of this study is to determine marketing strategies commonly utilized in digital communication and identify the preferred by consumers which influences decision making. Consumers have been identified as a driving force for online shopping. While there have been numerous studies about digital advertising, there has been little academic research focused on type of digital marketing strategies are preferred and influences their consumer’s behavior. A survey of 225 consumes indicated a preference for side panel ads and email ads; they do not like pop – up advertising. If provided a personal benefit like discount or reward they will write an online product review.
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Chauhan, Vikas, Rambalak Yadav, and Vipin Choudhary. "Analyzing the impact of consumer innovativeness and perceived risk in internet banking adoption." International Journal of Bank Marketing 37, no. 1 (February 4, 2019): 323–39. http://dx.doi.org/10.1108/ijbm-02-2018-0028.
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PurposeThe purpose of this paper is to understand consumers’ intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs (i.e. consumer innate innovativeness (II), domain-specific innovativeness (DSI) and perceived security risk (PR)).Design/methodology/approachThe data were collected through a questionnaire-based survey (487 usable responses) from Indian consumers. A two-step SEM approach (i.e. measurement model and structural model) was used to analyze the data.FindingsThe findings show the significant positive influence of perceived usefulness, ease of use, attitude, II and DSI on consumer’s intention to adopt internet banking. The PR was found to have a significant negative influence on consumers’ intention to adopt internet banking, and DSI was found to negatively influence PR.Research limitations/implicationsThe study is limited to users of a particular region of India. Furthermore, the study limits itself in determining consumers’ intention only, not actual usage.Originality/valueThe study is a preliminary attempt to examine consumer’s intention to adopt internet banking in India by analyzing innovativeness and perceived risk.
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Samanta, Jyotirmoy, and Neelotpaul Banerjee. "A Comparative Study on Factors Affecting Consumer’s Choice on Purchasing a Cellular Phone across India & US." International Journal of Business and Social Research 6, no. 6 (July 5, 2016): 59. http://dx.doi.org/10.18533/ijbsr.v6i6.971.
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<p>In the hasty budding plethoric technological space, mobile technology & devices play a noteworthy role. It’s imperative to take a cognizance of the fact that mobile market is contributing substantially to global economy as well as to an individual nation’s economy. Mobile devices market is predominantly consumer driven & this research work emphasizes on cross national comparative study among mobile consumers across India & USA. The study focuses on a thirty leading factors that influence consumers principally in their buying decision making process. An empirical survey of four hundred consumers was conducted across India & USA using a questionnaire. The study reveals that ‘Price’ is the pivotal factor that an Indian consumer considers at first place whereas an American buyer stresses upon ‘Brand Name’. Furthermore, it unveils that a US consumer looks for ‘EMI options’ for buying while Indian consumers concentrates on ‘Design of the device’. This study will aid mobile manufacturing firms to frame effective marketing strategies & help marketing managers to design effective marketing communications.</p>
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Khare, Arpita. "Consumer-small retailer relationships in Indian retail." Facilities 32, no. 9/10 (July 1, 2014): 533–53. http://dx.doi.org/10.1108/f-06-2012-0044.
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Purpose – The purpose of the study was to understand influence of assortment, store facility, service and relationship on Indian consumers’ small retailer patronage behaviour. The determinant of small retailer–consumer relationships was studied. Design/methodology/approach – Indian consumers were contacted through retail stores intercept method and requested to participate in the survey (n = 321). The questionnaire was adapted from the research conducted by Lee et al. (2008) and modified (some items on relationship were added). ANOVA and multiple regression tests were used to analyze the data. Findings – The Indian consumers’ prefer small retailers due to assortment, service, store facility and relationship. The older and younger populations differ in their reasons for preferring small retail stores. The results show that service and assortment influence consumer-small retailer relationships. Practical implications – The small retailers’ can harness the relationship and social interaction attribute of their service package for defending their turf against organized retail. The fast-moving consumer goods companies can use the competitive strength of small retailers for increasing their distribution in the interiors of the country and understanding market demand. Originality/value – There is limited research in India to understand competitive advantage of small retailers over organized retailing.
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Rehman, Varisha. "Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era." Global Business Review 18, no. 3_suppl (April 24, 2017): S19—S37. http://dx.doi.org/10.1177/0972150917693139.
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This article seeks to demonstrate the importance of the integration of specific cultural traits of Indian consumers on their buying behaviour. It offers better and more comprehensive insights into the factors that affect the buying behaviour of Generation X, Y and Z consumers. Through a conceptual framework, this article tries to bridge the gap between the Indian consumers’ perceptions and their actual buying behaviour. The study reported in this article also identifies the ‘influencers’ and ‘intermediaries’ of consumer behaviour for Generation X, Y and Z consumers. Participation and observation techniques were used to collect data from 14 Indian consumers. The analysis of data offered new empirical insights into Indian consumers. This article puts forward a conceptual framework of the impact of Indian culture on consumer behaviour for two settings—modern and postmodern era—that can be used by management practitioners for formulating their strategies regarding their product and promotion.
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Sahni, Vidur, and Vandana Chandhoke. "THE CHANGING PERCEPTION OF INDIAN CONSUMERS TOWARDS AYURVEDA AMID COVID-19 PANDEMIC: OPPORTUNITY FOR INDIAN MANUFACTURERS." International Ayurvedic Medical Journal 9, no. 8 (August 15, 2021): 1850–55. http://dx.doi.org/10.46607/iamj3909082021.
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In the wake of the COVID-19 pandemic, the reliance of people on Ayurvedic Science has relatively in-creased. This may be due to the limited availability of COVID-19 vaccine(s) in both rural and urban India. Even in territories where adequate vaccine availability is ensured by the government, significant apprehensions related to the efficacy of the vaccine continue to hover in the minds of Indian consumers. This specific pattern of consumer behavior across India encouraged Indian consumers to turn to ayurvedic medicines as an alternative to boost their immunity seek protection from Covid-19. However, the longstanding resistance towards Ayurvedic Medicine in the past due to their lower efficacy and other factors continues to act as a significant obstruction for firms trying to increase their customer base during the pandemic. The present paper interview uses the CEO of leading ayurvedic manufacturers to unravels how firms are ag-aggressively leveraging the power of marketing to reduce the resistance prevalent toward Ayurveda among Indian consumers. Specifically, the paper discusses all the dimensions of the marketing mix and its subsequent role in reducing the resistance to give it a holistic outlook. The paper concludes by high- lighting the implications for Ayurvedic firms who are looking for a complete transformation into vibrant health and medical system. Keywords: Covid-19, Ayurveda, Indian Consumers, Marketing Mix
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Khare, Arpita. "Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour." Marketing Intelligence & Planning 32, no. 1 (January 28, 2014): 2–20. http://dx.doi.org/10.1108/mip-04-2013-0062.
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Purpose – The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB). Design/methodology/approach – Data were collected through mall intercept technique in six cities across India. Findings – ECCB and CSII scales were applicable in Indian context. Factor analysis revealed two factors for ECCB scale: ecologically conscious purchase behaviour and green product attitudes. Normative, informative influence of CSII and income were predictors to ecologically conscious purchase behaviour. Normative influence emerged as predictor to green attitudes. Research limitations/implications – The study focuses itself only on CSII factors. It does not examine influence of variables like personal values, risk perception, and personality on ECCB. It does not examine role of consumers’ attitude towards conservation of energy and natural resources. Practical implications – The findings can be of immense use to firms marketing green brands in India. Social group acceptance and conformance is important for Indian consumers; advertising and promotional campaigns should use social groups for marketing green products. Consumer involvement and engagement can be created through social networking web sites. Ecologically concerns should be rewarded in order to encourage consumers to adopt green attitudes. Originality/value – Green marketing and ecologically conscious behaviour are upcoming research areas in India. There is limited research to understand Indian consumers’ concerns about environment. ECCB and CSII scales were used as it was assumed that using scales which have been tested and validated in other cultures would give reliable results.
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Khare, Arpita. "How cosmopolitan are Indian consumers?: a study on fashion clothing involvement." Journal of Fashion Marketing and Management 18, no. 4 (September 2, 2014): 431–51. http://dx.doi.org/10.1108/jfmm-05-2013-0066.
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Purpose – The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied. Design/methodology/approach – Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India. Findings – Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement. Research limitations/implications – One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness. Practical implications – The findings can prove helpful to international apparel brands marketing luxury and fashion clothing in India. However, since conformance to social norms was important for Indians, clothing manufacturers should use reference groups, opinion leaders, and celebrities to generate awareness. A blend of global and local lifestyle should be used. International luxury brands can customize their products to combine ethnic tastes. Originality/value – Fashion clothing market promises immense growth opportunities in India. There is limited research to examine influence cosmopolitanism on Indian consumers’ consumption behaviour. Knowledge about influence of global lifestyle, brands, mass media, and services on Indian consumers’ behaviour can help in targeting them effectively.
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Kautish, Pradeep, and Ganesh Dash. "Environmentally concerned consumer behavior: evidence from consumers in Rajasthan." Journal of Modelling in Management 12, no. 4 (November 6, 2017): 712–38. http://dx.doi.org/10.1108/jm2-05-2015-0021.
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Purpose This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the right marketing mix for consumers in the rural market. There is a great dearth of empirical research on consumer behavior facets on environment-friendly products for rural market in India. Design/methodology/approach Conclusive cross-sectional descriptive research design has been used to study the environmentally concerned consumer behavior (ECCB) for environment-friendly products with the help of a survey instrument relevant for empirical research. This paper adds to the existing literature by developing one model in the Indian context for the rural market. The research study used exploratory factor analysis and confirmatory factor analysis with structural equation modeling approach to analyze the collected data from consumers. Findings The major finding of the study is that consumers living in rural areas are aware about the environmental movement, but marketers have probably not fully explored the potential for environment-friendly products. The study strongly argues that organizations should leverage on the rural market opportunity in India. It confirms the need to tailor marketing mix for rural markets for determining behavioral dimensions of consumer decision-making. Research limitations/implications This empirical research paper is developed and applied in the Indian context, with special reference to the rural market of the country. Results may change when applied to different rural locations in the same country and/or different countries depending on their demographic variables, psychosocial factors and socioeconomic conditions. The findings of this study need to be viewed within the context of certain limitations of location, social and economic issues. The study provides the initial base for further research on the theme, as there are no such studies available on environment-friendly products. Practical implications This research study is highly useful for the business firms deciding on marketing mix variables for environment-friendly products in rural market scenario in India, and it provides inputs for formulating major policy decisions in marketing. The study provides insights for managers, policymakers and organizations operating in rural markets and working on different facets of environmental protection issues in different forms. Social implications It has been investigated across global markets that human activities have altered the natural ecosystem, so to make natural resources available for the future generation, there is a greater need to achieve more sustainable forms of development. The study provides insights from the rural Indian market for better adoption of environment-friendly products and will motivate marketers to explore the rural market horizon. Originality/value The study has been conducted with consumers who are residents of one small town in India. So far, no study has been conducted, and it is first such attempt to analyze the rural Indian market for environment-friendly products and consumer behavior ever since such products were launched in the country. This study provides an early glimpse into the workings of marketing practitioners who work on consumer strategy formulation and rural marketing decision-making for environment-friendly products.
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Bhalla, Nandini, and Holly K. Overton. "Examining cultural impacts on consumers’ environmental CSR outcomes." Corporate Communications: An International Journal 24, no. 3 (August 5, 2019): 569–92. http://dx.doi.org/10.1108/ccij-09-2018-0094.
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PurposeThe purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.Design/methodology/approachUsing a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.FindingsTwo structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.Originality/valueThis study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.
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Islam, Tajamul, and Uma Chandrasekaran. "Religiosity, values and consumer behaviour: a study of young Indian Muslim consumers." Journal of Consumer Marketing 36, no. 7 (November 11, 2019): 948–61. http://dx.doi.org/10.1108/jcm-10-2017-2415.
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Purpose This paper aims to examine the relationship between religiosity and consumer values, religiosity and consumer decision making styles (CDMS), and the mediating role of consumer values in the relationship between religiosity and CDMS among young Indian Muslim consumers. Design/methodology/approach Data were collected from 487 young Muslim consumers across three states of India through a survey using a structured questionnaire. The data were analysed by using the techniques of exploratory factor analysis and structural equation modelling. Findings Religiosity negatively influenced novelty-fashion consciousness and brand consciousness decision making styles. Religiosity was found to have a significant positive relationship with the “interests of collectivities (IOC)” values and a significant negative relationship with the “interests of individual (IOI)” values. The results indicate that both “IOI” values and “IOC” values mediated the relationship between religiosity and novelty-fashion consciousness and brand consciousness. Originality/value The results of the study provide vital insights regarding the relationship between religiosity, values and CDMS. It provides insights about the consumption behaviour of young Muslim consumers of India who have not been studied as a consumer group.
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Ashok, P. "Gender and Behaviour Differences Influencing on Web Shopping." Shanlax International Journal of Management 8, no. 4 (April 1, 2021): 54–59. http://dx.doi.org/10.34293/management.v8i4.3809.
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Despite several pieces of evidence showing the growth of Internet usage by Indian consumers. Online sales show less than 1 percent of the total retail sales in India. This may represent a great potential to grow yet some obstacles to overcome for online retailers. Many Indian consumers have low self-efficacy in using the Internet and feel shopping online to be eccentric. It seems that even for those who use the Internet regularly, the Internet is mainly for searching product information, comparing prices, and checking consumer reviews rather than making a purchase. Thus, the purpose of this study is to identify factors affecting Indian consumers’ attitudes towards shopping online. This information will help Internet retailers find a way to encourage Indian shopper’s online purchase behavior. Previous studies (i.e., Bhatnagar et al., 2000; Jarvenpaa and Todd, 1997; Vijayasarathy and Jones, 2000) attempted to identify factors affecting Indian online consumers’ online purchases. However, only risk and benefit factors identified from the US studies were applied to the Indian web shopping context, failing to incorporate Indian culturespecific factors. Thus, the purpose of this study is to identify factors affecting Indian consumers’ web shopping gender behavior, specifically elucidating them in the Indian context. In addition to the previously identified factors (i.e., Convenient and time-saving, on-time delivery, availability of detailed information about the product, safe and secure while shopping online, selection of goods available on the internet is a very broad, special offer/discounted prices, convenient and time-saving, shop online from a trustworthy website, easy price comparison to online and offline stores. Web shopping only if online prices are lower than actual price etc.); this study included Indian gender-specific factors that may play an important role in determining Internet adoption for e-commerce. Also, a potential gender difference in identifying factors affecting male/female purchase behavior was investigated.
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Joshi, Riddhish N., and Dr Yogesh C. Joshi. "Construction and Validation of Indian Consumer Ethnocentrism Scale: The Ice-Scale." Gadjah Mada International Journal of Business 23, no. 2 (May 21, 2021): 173. http://dx.doi.org/10.22146/gamaijb.58039.
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Globalization has unlocked and exposed domestic and overseas marketers to superior market opportunities. Additionally, it presents consumers worldwide with a vast number of local and foreign brand choices. Indian consumers, also now, have a broader choice of merchandise at their disposal as economic liberalization and privatization along with globalization have reduced the barriers to trade. In such a setting, the concept of consumer ethnocentrism can deliver deep insights about the preference of consumers toward domestic merchandise. The study aims to develop the Indian Consumer Ethnocentrism Scale (ICE-Scale) and validate the same. Data are collected using a structured questionnaire from urban and rural regions. The study constructed the Indian Consumer Ethnocentrism Scale (ICE-Scale), explored its dimensionality on a sample of 450 respondents, and validated the scale with another sample of 450 using exploratory factor analysis. It was established that the ICE-Scale encompasses two dimensions, namely, protective ethnocentrism and patriotic ethnocentrism. Additionally, the validity testing for the proposed scale and both the constructs were conducted through confirmatory factor analysis. The study advances the existing pool of information in the field of international economics, consumer psychology and global marketing. It also assists domestic producers to get an improved understanding of consumers’ ethnocentric tendencies which in turn would assist them in choosing superior marketing strategies and boosting their sales. The study will not only deliver certain social and policymaking insights to the domestic firms and government but also to the foreign firms functioning or planning to operate in India.
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Sharma, C. S., and Nitika Sharma. "Relationship between Consumers’ Spirituality and Green Purchasing Intentions: The Mediation Effect of Perceived Consumer Effectiveness." IIM Kozhikode Society & Management Review 6, no. 2 (December 9, 2016): 204–14. http://dx.doi.org/10.1177/2277975216665694.
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The article explores the role of ‘spirituality’ in green consumer behaviour. It proposes an original framework in order to explore the influence of spirituality on green purchasing intentions (GPI) of consumers through the mediating role of perceived consumer effectiveness (PCE). The data collected from Indian consumers were analyzed with the help of the mediation model proposed by Hayes (2008). By employing the consumer’s spirituality scale developed by Narang (2013) and the PCE scale of Kim and Choi (2005), the study found that the spiritual orientation of consumers significantly affects their GPI. The conclusions drawn from the study can be used by marketers to stimulate GPI by focusing on the role of spirituality among consumers. Since green has become a distinct way of positioning a product or a company, firms can employ environmental concerns and consciousness of consumers to magnetize new markets, customers and retain existing green consumers.
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Chaudhary, Asiya, Shabir Ahmad Hurrah, and Shafat Maqbool. "The Influence of Corporate Social Responsiblity on Actual Buying Behaviour: A Study of Indian Consumers." Metamorphosis: A Journal of Management Research 19, no. 1 (June 2020): 21–28. http://dx.doi.org/10.1177/0972622520931700.
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The purpose of this study is to empirically test the influence of corporate social responsibility (CSR) on the actual buying behaviour of Indian consumers. For this purpose, responses were collected from 378 Indian consumers. To examine the possible relationship, descriptive statistics and regression are used. The result shows that purchase intention, intended loyalty, and consumers’ trust of socially responsible firms have a positive impact on consumers’ actual buying behaviour. Furthermore, this study highlights that intended loyalty towards a socially responsible firm has a profound influence on the actual buying behaviour of Indian consumers. An immediate managerial implication of the findings suggests that to attract potential consumers, CSR should be integrated with consumers’ marketing mix, given that CSR pays off in the form of better consumer response.
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Verma, Meghna, and B. R. Naveen. "COVID-19 Impact on Buying Behaviour." Vikalpa: The Journal for Decision Makers 46, no. 1 (March 2021): 27–40. http://dx.doi.org/10.1177/02560909211018885.
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Executive Summary Pandemics like COVID-19 result in a disruption in the lifestyle and buying pattern of a consumer and adversely impact the global economy. Consumer purchase of country’s own brand and the products manufactured in their own country plays a vital role in the GDP of that country and help in revival of the country’s economy. This study focuses on understanding the factors that influence consumer’s buying behaviour and model these factors to understand the causal relationship using partial least square-structural equation modelling. An online survey which was carried out between 30 March 2020 and 18 April 2020. A total of 367 responses were collected during this period. Findings of the study indicate that economic nationalism, lockdown sentiments and sustainable approach (LSSA), and product-specific ethnocentric behaviour (PSEB) tendency significantly influence the willingness to buy country’s own brands and products. Present study results reveal that during pandemic consumers have realized the importance of hygiene products, environment-friendly products, regional (local) products, and satisfaction beyond shopping; these factors determine their willingness to buy Indian brands (WBIB)/made-in-India products. Further, post lockdown and post COVID era, consumers feel that buying Indian-made products and encouraging others to buy them would impact and revive the Indian economy constructively. It was also found that the influence of factors such as economic nationalism, LSSA, and PSEB on the WBIB is mediated by attitude towards foreign products. The findings of the study can aid marketing managers in planning appropriate promotion strategies to stimulate ethnocentric tendency, and cues can be provided to invoke a sense of economic nationalism in consumers when they buy products or services.
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Adnan, Arham, Asad Ahmad, and Mohammed Naved Khan. "Examining the role of consumer lifestyles on ecological behavior among young Indian consumers." Young Consumers 18, no. 4 (November 20, 2017): 348–77. http://dx.doi.org/10.1108/yc-05-2017-00699.
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Purpose The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers. Design/methodology/approach This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to describe its impact on the young consumer’s ecological profile. The study is based on an extensive literature review. The data were obtained from a questionnaire handed out to a sample of 250 students. With the information obtained, and after the scale validation process, a structural equation analysis has been conducted. Findings Findings of the study highlight that environmental patterns and lifestyle factors are those that best characterize the ecological market segment. This group of young consumers is characterized by their self-identity and a feeling of uniqueness. They are people who always try to improve themselves and take actions which pose a new challenge for them. They are also characterized by having an ecological lifestyle, selecting and recycling products and taking part in events to protect the environment. This type of consumer is a present and future investment for firms that are committed to the environment. Originality/value The results of this study might interest consumer behavior researchers and those firms that care about the ecological consumers. Moreover, previous studies have not dealt with young consumers. Further research is needed including new psychographic variables.
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Sharma, Poonam, Sonali Singh, and Richa Misra. "Wine-related lifestyle segmentation in the context of urban Indian consumers." International Journal of Wine Business Research 32, no. 4 (April 11, 2020): 503–22. http://dx.doi.org/10.1108/ijwbr-05-2019-0036.
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Purpose The purpose of this study is to understand consumers in the emerging wine market of India to ensure the best services. To this end, factors were identified to describe Indian wine consumer behavior and further segments for consumers were created based on the factors identified. Design/methodology/approach The research design is descriptive in nature and based on primary data. Data was collected by a structured questionnaire from 232 respondents in five major cities of India (Mumbai, Delhi NCR, Bangalore, Pune and Hyderabad). The scale was mainly adopted from wine-related lifestyle approaches. Findings The principal component factor analysis resulted in six factors, namely, drinking ritual, consumption reason (social), consumption reason (mood, enjoyment and relaxation), consumption practice, consumption planning and quality. Cluster analysis resulted in a three-cluster solution. These clusters were named as cautious social drinker, loner regular drinker and highly engaged drinker based on the attributes possessed. Originality/value The segmentation of urban Indian wine consumers will be helpful for marketers to identity and describe the differences in attributes and behaviors, to create customized promotions to match the needs.
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Chincholkar, Snehal. "How do Indian consumers behave when planning a leisure trip?" Worldwide Hospitality and Tourism Themes 11, no. 2 (April 8, 2019): 173–84. http://dx.doi.org/10.1108/whatt-12-2018-0083.
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Purpose This paper aims to explore Indian consumer behaviour towards tourism and identifies their preferences when planning leisure trips. Design/methodology/approach Based on a literature review, a questionnaire was designed giving more focus on pleasure or leisure trips. After that data were collected using an online survey method, and this yielded 165 responses that were analysed by using the Statistical Package for the Social Sciences (SPSS). Findings The findings reveal that among Indian tourists, highland locations are the most preferred location for a leisure trip. While selecting a tourist location and planning a leisure trip, Indian consumers look for security and safety followed by the available amenities, budget and weather conditions. Family and friends’ suggestions and the various activities available at the destination also have a moderate impact on the consumer’s choices. Research limitations/implications The article contributes to emerging research on the Indian tourism industry and consumer behaviour in tourism. Practical implications Research can help tourism companies and agencies to design innovative solutions to increase as well as maintain their customer base. Originality/value This article adds some value to the current literature specifically related to leisure tourism. The factors identified that impact on consumer decisions (including demographic factors) can be further investigated to provide innovative solutions.
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Islam, Tajamul, and Uma Chandrasekaran. "Effect of religiosity on ecologically conscious consumption behaviour." Journal of Islamic Marketing 7, no. 4 (November 14, 2016): 495–507. http://dx.doi.org/10.1108/jima-01-2015-0006.
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Purpose This study aims to explore whether religiosity influences ecologically conscious consumption behaviour (ECCB) among Muslim consumers in India. Design/methodology/approach A structured questionnaire was developed and administered to a sample of 191 young male Muslim respondents. One-way analysis of variance (ANOVA) and post hoc tests were used to test the proposed hypotheses. Findings The results indicated a significant positive correlation between religiosity and ECCB. Pro-religious and intrinsically religious consumers reported higher importance to ECCB than non-religious and extrinsically religious consumers. It is, therefore, concluded that religiosity plays an important role in determining ECCB among Muslim consumers in India. Research limitations/implications The study sample comprised Indian university students as respondents, whose consumption behaviours may be constrained by limited independent income. Further, only male students have been included because of methodological considerations. Practical implications This study suggests that green marketers can use religiosity as a possible segmentation variable to effectively position their products. Religious messages or symbols can be invoked in advertising and other communication campaigns by marketers to gain acceptance for green products and consumption behaviours among consumers. Originality/value Few studies have examined the role of religiosity and its impact on consumer behaviour. The present study sought to address this gap in literature and offers preliminary insights about how marketers can effectively use religious symbols for marketing green products to consumers. The study is an initial attempt to provide elementary understanding about the consumption behaviour of Indian Muslims who have been insufficiently investigated by marketing and consumer researchers.
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Vijay, Dr S. "A Study On Impact Of White Goods Towards consumers Preference." Journal of University of Shanghai for Science and Technology 23, no. 12 (December 18, 2021): 300–315. http://dx.doi.org/10.51201/jusst/21/121029.
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The market’s level of competition has risen as a result of the advent of the overseas white goods industry. With rising earnings, dual-income families, changing lifestyles, credit availability, greater consumer knowledge, and the introduction of new models by Indian and multinational companies, India’s consumer durable sector is riding the crest of the country’s economic boom. As the Durable market is growing rapidly, an understanding of the consumer behavior regarding the characteristic of consumers in influencing their buying behavior is crucial. Consumer requirements of Air-condition, Washing machine and Refrigerator are at present not limited to its basic function but also on other values like – efficiency, ease of use and comfort. The consumer durables industry is marked by the growth of multinational corporations (MNCs), exchange offers, discounts, and fierce competition. MNCs have a 65 percent market share in the consumer durables industry. The expanding Indian middle class is a major focus for multinational corporations. They compete on the basis of a firm grasp on the local market, well-known brands, and a large distribution network, whereas Indian companies compete on the basis of a firm grasp on the local market, well-known brands, and a large distribution network. Consumer durables penetration, on the other hand, is still low in India. At this juncture, this study has been undertaken for to find out the impact and reality of white goods market in India.
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Singh, Nidhi, Shalini Srivastava, and Neena Sinha. "Consumer preference and satisfaction of M-wallets: a study on North Indian consumers." International Journal of Bank Marketing 35, no. 6 (September 4, 2017): 944–65. http://dx.doi.org/10.1108/ijbm-06-2016-0086.
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Purpose The purpose of this paper is to test the conceptual model of consumers’ intention and satisfaction towards mobile wallets. This study uses the integrated UTAUT model which includes variables such as ease of use, trust, security, self-efficacy, etc., and an additional variable (hedonism) to test consumers’ behaviour in the context of mobile banking technologies. Regression analysis, ANOVA and descriptive analysis are used to test the relationship among several dimensions such as perceptions, preferences, satisfaction and usage rate of mobile wallets in North India. A sample of 204 North Indian consumers was taken to understand the consumers’ adoption behaviour towards mobile wallet. The study explains the significance of the proposed model and its effectiveness to understand the behaviour of North Indian consumers. The result shows a significant association between consumers’ perception, preference, usage and satisfaction. Security, trust and hedonism are few of the most influencing variables in the study. Demographic variables such as gender and age also influence consumer satisfaction and usage rate of mobile wallets in North India. The proposed model and results of the study bring valuable insights into researchers and practitioners in the context of usage of mobile wallets. Design/methodology/approach Various standardized scales were used in the present study. Statistical techniques like descriptive statistics, analysis of variance, t-test, χ2 and regression analysis were used to assess the data. The data were collected with three separate questionnaires on variables perception, preference, usage and satisfaction. Findings Findings of this study show a strong relation between customer’s perception, preference and satisfaction of mobile wallet users. The result also shows the impact of customer’s perception, satisfaction and preference on the usage rate of mobile wallets in India. The authors have collected responses from the various regions in south and North India. Research limitations/implications The first contribution of this study is that it shows a strong correlation between consumers’ perception, preferences and satisfaction. Various studies are available to understand the impact of perception on satisfaction (Samudra and Phadtare, 2012; Venkatesh and Davis, 2000, Thakur, 2013), but very few studies have integrated it with preference and mobile wallet usage. Moreover, no study is available on these variables specifically for North Indian consumers. This study is unique in the sense that it discuss the association of consumer’s perception with type of transactions they prefer to do in M-wallets. This paper also identify one more crucial factors, “hedonism” which is not discussed extensively in the literature. Practical implications The study has several implications to the mobile technology industry and the banking system to identify new strategies for mobile wallet usage. Factors like security, convenience and trust influence consumers’ intention. This indicates that industries and banks must verify users’ privacy norms and evaluate social trends to enhance user’s satisfaction and usage rate. Hedonism is determined as one of the significant variable to measure consumer’s satisfaction and usage tendency. Mobile technology providers should work on the appearances and design of the apps, and promote its convenience and benefits to increase its usage in North India. Based on the findings of this study, companies can also evaluate preferred wallet services for consumers, and factors affecting those services. This will help them to add more attractive services based on consumers’ feedback, and remove unwanted services. Social implications The study also stressed the impact of society and family/friends on mobile wallet’s usage. Customers learn new things from family and society and get influence with their choice and preferences. This will help institutions to understand various factors leads to mobile wallet usage and enhance the satisfaction level of customers. Originality/value Although various studies have been conducted on the perception of customers on various mobile payment systems, but this paper is the first of its kind to study customer’s perception about wallets and type of transactions; they prefer to do through mobile wallets. This paper also study the impact of mobile wallet usage and various factors affecting the usage rate. This paper also identified one crucial factor, “hedonism”, which is not discussed thoroughly in the literature, and its significance in North India.
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Swathi, T. V. S. S., and V. Narasimha Rao. "Impact of Socio-Economic Variables of Customers on the Antecedents of Customer Experience Management in Retail Sector: An Evaluative Study." Asian Journal of Managerial Science 8, no. 2 (May 5, 2019): 64–68. http://dx.doi.org/10.51983/ajms-2019.8.2.1550.
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In India there has been a tremendous change witnessed on the consumer behavior since the liberalization of Indian economy from the year 1990s. In a developing economy like India, the biggest challenge a retailer faces would be to tackle the ever-changing consumption practices. India is the world’s fifth largest global destination in the retail space. The consumers in different socio-economic classes will generally have different priorities which will affect how they spend their money. It is essential on the part of retailers to understand socio-economic and demographic factors of consumers, affecting the antecedents of customer experience management in retail trade. This paper is an empirical analysis to know the socio-economic factors impact on consumer behavior in retail sector.
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Mehta, Pooja, and Harpreet Singh Chahal. "Consumer attitude towards green products: revisiting the profile of green consumers using segmentation approach." Management of Environmental Quality: An International Journal 32, no. 5 (March 30, 2021): 902–28. http://dx.doi.org/10.1108/meq-07-2020-0133.
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PurposeOver the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products to green products. Hence, it becomes essential for academicians and marketers to understand the notion, attributes and a comprehensive profile of green consumers. Since consumer attitude towards green products is not widely studied in developing countries, the present study aims at exploring the profile of green consumers in India (Punjab State) based on the same in the Indian context.Design/methodology/approachThe study used the survey method, and a sample of 400 respondents was selected from the Punjab State of India. Initially, principal component analysis was employed to reduce the dimensions. Following this, cluster analysis was applied to segment consumer market in distinctive segments. Results of cluster analysis were validated with discriminant analysis and finally, differences amongst the segments of green and non-green consumers were examined to build on the profile of green consumers.FindingsThe study segmented the consumer market based on consumer attitude towards green products. Results of the study revealed four distinct segments. “Dynamic Green”, the largest cluster, presents truly green consumers who exhibit a positive attitude towards green products. Finally, the study highlighted the attitudinal profile of green and non-green consumers and differences amongst the segments were explained.Research limitations/implicationsSimilar study should be conducted in other developing/developed countries. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude towards green products. The study may also be extended to probe the connection between consumers' attitude and actual behaviour towards green products.Originality/valueThe study examined the role of consumer attitude towards green products in identifying the distinct segment of green consumers and determining different configurations of consumer characteristics to build on the profile of green consumers.
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Bailey, Ainsworth Anthony, Aditya Mishra, and Mojisola F. Tiamiyu. "GREEN consumption values and Indian consumers’ response to marketing communications." Journal of Consumer Marketing 33, no. 7 (November 14, 2016): 562–73. http://dx.doi.org/10.1108/jcm-12-2015-1632.
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Purpose This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express their environmental concern through their consumption behaviors. This study applies this construct in a marketing communications context. Design/methodology/approach Two conceptual models involving GREEN were developed, and data to test the models were collected in a survey conducted among a convenience sample of 284 Indian consumers. Findings The results show that GREEN can enhance understanding of consumers’ green attitudes and intentions. GREEN consumption values have an impact on how Indian consumers respond to advertising and public relations stimuli, as GREEN influences perceptions of green brand trust, attitudes toward green marketing communications and green brand support and purchase intentions. Research limitations/implications The research adds to the growing literature on green marketing in emerging economies and extends the application of the GREEN construct from the domain of consumer behavior to that of green marketing communications. Practical implications The results suggest that marketers should focus on developing green marketing communications strategy, rather than just green advertising strategies, and they can position their green products to appeal to consumers based on GREEN consumption values. Originality/value The study is the first to apply the GREEN construct in assessing consumer response to a brand’s green marketing communications; it also explores this issue in an emerging economy.
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Sharma, Rajesh. "Understanding Indian Consumer Attitudes towards Celebrity Based Television Advertising (CBTA)." Management and Labour Studies 34, no. 2 (May 2009): 165–82. http://dx.doi.org/10.1177/0258042x0903400201.
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Despite the obvious economic advantage of using relatively unknown personalities as endorsers in advertising campaigns, the choice of celebrities to fulfill that role has become common practice for companies competing in today's cluttered media environment During the past decades, celebrities have had a growing influence on consumers through mass media such as television. The proliferation of entertainment media worldwide has increased the exposure of celebrities to consumers and given them i.e., celebrities, an iconic status. In this article, we explore few important research questions. First, we seek to determine how attractive is celebrity based television advertising (CBTA) to the Indian consumer and what is the effect of CBTA on consumers' brand choice behavior? Next, we seek to explain how important is the celebrity-product match up? Lastly we seek to explain whether consumer attitudes towards CBTA, with respect to brand-choice behavior, vary by demographic variables such as sex and income. These research objectives were pursued through the empirical study of respondents in New Delhi. The data was analyzed primarily by One Sample t-test and One Way ANOVA. The main findings showed that the Indian consumers were interested in celebrity endorsements in advertising and found it attractive. Further, CBTA was found to positively influence consumers' brand choice behaviour. The study also found that celebrity-product match up was important for customers and that consumers' brand-choice is influenced by CBTA, due to demographic characteristics such as sex and income.
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Sondhi, Neena. "Assessing the organic potential of urban Indian consumers." British Food Journal 116, no. 12 (November 25, 2014): 1864–78. http://dx.doi.org/10.1108/bfj-04-2013-0098.
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Purpose – The purpose of this paper is to explore the potential for the purchase of organic food products amongst urban Indian consumers. Design/methodology/approach – The paper is based on a sample of 618 urban Indian consumers. The study questionnaire was developed to measure food-related lifestyle and attitudinal variables. The respondents were also questioned regarding their grocery purchase behaviour; awareness and purchase intentions regarding organic food. The data collected were analysed using SPSS 20.0 using factor, cluster and χ2 analysis to identify and profile the health-conscious segments and profile them based on their organic purchase intentions. Findings – In total, 33 lifestyle variables were reduced to five food-related attitudinal factors. Based on the five factors three potential clusters were identified. The urban Indian consumer was found to be environment, health and safety conscious. Sensitized and cautious segment of young, women living in nuclear families were more open to an organic alternative. The main barriers to successful adoption were premium pricing, doubtful certification and sporadic availability of organic food. Research limitations/implications – The urban Indian is ready to shift to a healthier option. However, the awareness, availability and price need to be managed more aggressively. A larger pan-India study to identify the high-potential belts and the domestic organic distribution and certification practices need to be assessed to formulate a focused marketing strategy. Originality/value – Paucity of literature exists about the potential organic consumers. Such studies are extremely meaningful for an organic marketer to design effective communication and distribution strategies in order to accelerate the adoption and preference for an organic purchase.
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Subhojit, M., and I. Tajamul. "Indian consumer’s receptivity to Chinese products in ‘aatma nirbhar Bharath’ era." CARDIOMETRY, no. 23 (August 20, 2022): 519–28. http://dx.doi.org/10.18137/cardiometry.2022.23.519528.
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With the global supply chain being disrupted due to the covid-19 pandemic and India embroiled in border tension with China, the Prime Minister of India gave an emergency appeal for ‘Aatma Nirbhar Bharat’ (self-reliant India). Given these circumstances, it is purposeful to comprehend how the consumers of India differentiate between the Chinese products and the domestic alternatives in this post-pandemic era of Aatma Nirbhar Bharat, where there are many product categories for which there is no or very few domestic alternatives available. The current study inspects the relationship among consumer ethnocentrism, animosity, quality-evaluation of Chinese goods and perceived inadequacy of domestic alternatives, and their impact on Indian consumers’ purchase intention regarding Chinese goods. Structural equation modeling was adapted to experiment with the suggested sample. The research outputs indicate that the sentiments of animosity and the degree of ethnocentrism in consumers have a remarkable influence on the buying intention regarding Chinese goods even when no or very few domestic alternatives are available. It is also found from the results that the perceived inadequacy of domestic alternatives has no significant impact on the buying intention regarding Chinese goods.
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Tolar, Martin M., Paul W. B. Hyland, and Charles E. O'Mara. "The Non–durable Consumption Expenditure Decision–making Process: Lessons from the Australian Experience." Vikalpa: The Journal for Decision Makers 23, no. 2 (April 1998): 19–27. http://dx.doi.org/10.1177/0256090919980204.
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In recent years⁄ the Indian economy has undergone a number of reforms, resulting in a more marketoriented economy. These reforms have also seen the emergence of a growing middle class with a high disposable income. This increased prosperity has led to increases in demand for both durable and nondurable consumer items. This paper by Tolar⁄ Hyland, and O'Mara reports upon a study of Australian consumers that is designed to provide manufacturers, retailers, and distributors of nondurable goods and services with an insight into what information influences consumers to purchase these items. In doing so, the paper also reports upon India's developing consumer markets. The results of the survey are then applied to the Indian experience with a view to presenting Indian managers with an insight into what determinants consumers take into consideration when purchasing non-durable goods and services.
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Khandelwal, Utkal, Seemant Kumar Yadav, and Yogesh Kumar. "Understanding Research Online Purchase Offline (ROPO) Behaviour of Indian Consumers." International Journal of Online Marketing 10, no. 1 (January 2020): 1–14. http://dx.doi.org/10.4018/ijom.2020010101.
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E-commerce business is increasing at a huge speed in India but still bigger cake is in the hand of offline retailers. Because of the easy accessibility of internet, a unique kind of consumer behaviour has been seen where the consumer searches products and information through internet and then purchases offline. This article accesses the factors why consumers research online and purchase offline. The objective of this study is measuring attitude towards ROPO behaviour. For this, a survey method has been used and data was collected online and offline. The principal component factor analysis technique is used in order to investigate the common factors that might explain underlying reasons for ROPO behaviour. It was found that factors affecting ROPO behaviour are product knowledge and information, online shopping infrastructure, quick possession, risk reduction, and shopping experience among Indian consumers. The findings of this study provide important insights for the e-commerce platforms which have spent money trying to be competitive and do not get the expected conversion.
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Jin, Byoungho, Jin Yong Park, and Jay Sang Ryu. "Comparison of Chinese and Indian consumers' evaluative criteria when selecting denim jeans." Journal of Fashion Marketing and Management: An International Journal 14, no. 1 (March 2, 2010): 180–94. http://dx.doi.org/10.1108/13612021011025492.
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PurposeUS apparel firms have been relatively slow exploring Chinese and Indian apparel markets, despite the countries' tremendous growth potentials. To help US apparel firms successfully enter these promising markets, this study aims to compare evaluative attributes that Chinese and Indian consumers utilize when purchasing denim jeans.Design/methodology/approachData were collected in Shanghai, China and Bangalore, India.FindingsThe results of the study confirmed that Chinese and Indian consumers ranked attributes differently. Chinese consumers placed the highest importance on price, followed by fitting, brand country of origin, quality, and design, whereas Indian consumers placed importance on fitting, brand country of origin, design, price, and quality, in descending order.Research limitations/implicationsCaution needs to be exercised in generalizing the findings since the data for this study were collected from one city in each country. The study tested the idea that the importance of attributes would be different between Chinese and Indian consumers as their cultures and retail development stages differ. This idea was supported in conjoint analysis.Practical implicationsThe findings indicate that a regional approach, assuming that all Asian markets are the same, is inappropriate. Thus, US apparel firms need to pay careful attention to differences in each Asian market.Originality/valueChina and India have been compared frequently in various ways: growth potential, market size, and population. Surprisingly, however, no study has attempted to compare Chinese and Indian consumers' evaluative criteria for apparel products. This is the first empirical study to show the differences between Chinese and Indian consumers in evaluating apparel products.
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Kumar, Prashant, and Bhimrao M. Ghodeswar. "Factors affecting consumers’ green product purchase decisions." Marketing Intelligence & Planning 33, no. 3 (May 5, 2015): 330–47. http://dx.doi.org/10.1108/mip-03-2014-0068.
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Purpose – The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature, their purchase behaviour towards green products is not yet clearly understood. So, the purpose of this paper is to study the factors affecting consumers’ green product purchase decisions in India. Design/methodology/approach – The research employs a survey-based method to test a theoretically grounded set of hypotheses. Using a 38-item questionnaire and snowball sampling method, the data were collected from 403 working Indian respondents in Mumbai. The data were analysed using exploratory and confirmatory factor analyses. Structural equation modelling was used to test the proposed hypotheses. Findings – The results witnessed that the respondents possess willingness to support environmental protection, realization of environmental responsibilities, and inclination towards searching green product-related information and learning about green products. Supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies and social appeal are identified as important factors affecting green product purchase decisions. Research limitations/implications – Results of the research are useful for marketing professionals for green products to develop effective green marketing strategies emphasizing personal relevance, social importance and environmental significance of purchasing, using and disposing green products that produce increased levels of satisfaction for customers and influence their decisions to buy green products. Originality/value – This research provides valuable insights into green consumer behaviour in Indian context by examining the factors that influence their purchase decisions towards green products.
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B.K., Dhanya, and Dr Velmurugan V.P. "Satisfaction Level of Customers in Demographic Variables in Public Sector Banks." Webology 19, no. 1 (January 20, 2022): 1017–27. http://dx.doi.org/10.14704/web/v19i1/web19070.
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The aim of our study is to look at the impact of various demographic parameters on Internet banking service excellence, client value, fulfillment, and trust. Increased competition and the emergence of financial liberalization-driven technology are pushing significant changes in the way Indian banks operate and provide services to their consumers. Banks are rapidly going into a new era of fantastic technological banking in order to ensure functional excellence and improved consumer loyalty. Because using technology to provide banking services costs money and time, it's vital to assess whether technological advancements genuinely improve client satisfaction. The aim of our study is to look at the effect of demographic factors on several determinants of consumer satisfaction in the Indian banking industry, as well as their relationship to service quality, value, and overall performance in electronic banking. In Thiruvananthapuram district, Kerala, India, a customer survey (N=290) of Indian public sector banks such as UDC Bank, Indian Bank, and Indian Overseas Bank gathered the required data. According to the data, consumers with a higher level of education and revenue who utilize Internet banking for a large portion of their financial requirements and have done so for a longer period appear to have a higher level of satisfaction. Customers' evaluations of the efficiency, value, satisfaction, and loyalty component of internet banking service were used to determine gender and age.
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Tuteja, Geetu, Shashank Gupta, and Vaishali Garg. "Consumer Trust in Internet Shopping." Paradigm 20, no. 2 (December 2016): 191–215. http://dx.doi.org/10.1177/0971890716670723.
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India has seen a tremendous growth in the number of Internet users in the last decade. Despite of the increase in the number of Internet users, the penetration rate of Internet shopping in the country remains low. Hence, this article focuses on building a model around the factors that are responsible for lack of trust in Indian consumers on Internet shopping and unveiling their effect on the consumers’ buying intention. Confirmatory factor analysis (CFA) and structure equation modelling (SEM) with AMOS 20.0 was used to confirm factor structure and to perform second-order SEM on the 5-point Likert scale proposed model tested empirically on a sample of 549 individuals. Our research indicates that there are various antecedents like brand orientation, website design, prior online purchase experience, quality orientation, perceived risk, perceived security control, perceived privacy control, perceived integrity, perceived competence, third-party integration and legal framework which affects consumer trust in Internet shopping which is positively associated with an intention to buy. However, the purchase intention of Indian consumers is influenced by the trustworthiness dimension of the model which depends on the factors affecting the consumer trust in e-shopping.
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Srivastava, R. K. "How differing demographic factors impact consumers’ loyalty towards national or international fast food chains." British Food Journal 117, no. 4 (April 2, 2015): 1354–76. http://dx.doi.org/10.1108/bfj-07-2014-0230.
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Purpose – The purpose of this paper is to study differing demographic factors affecting fast-food customers loyalty towards national or international fast food chains. It also compares the variation between global and local fast food chains as the products offered are culturally different. Design/methodology/approach – A variety of variables used to gain a holistic view, which includes factors such as quality, price, food and demographic profile of consumers affecting loyalty of fast food chains. The study adopts the theory and method of the trust-commitment-loyalty explanation chain and examines the consumer survey adapted from Fast food by Sahagun et al. (2014). The present analyses 542 filled questionnaires in which systematic sampling is used. Systematic sampling procedure is adopted. Findings – Indians prefer global fast food chains compared to Indian fast food chains. Loyalty towards global brands is higher than that for Indian brands because they are found to be of better quality which leads to higher frequency of visit and recommendation of the brands to their friends and colleagues. There are ethnic variations towards global and Indian fast food chains. Global brand of food chains generated more good word of mouth publicity compared to Indian food chains. Demographic factors play a role in the patronage of fast food chains. Research limitations/implications – One of the limitations of this research is the study adapts the theory and method of the trust-commitment-loyalty explanation chain and examines the consumer survey adapted from a study of Sahagun et al. (2014) on fast food for emerging markets. Only India is studied, but the addition of other countries like Brazil, China, Russia and South Africa can add value. Practical implications – Fast food managers had to illustrate the satisfaction on affective response, such as quality of food, convenient location, variety, service and value for money. Demographic variables like gender, age, education, income and ethnicity, global and local Brand will affect the perceptions. Originality/value – This is the first attempt to study the loyalty of consumers in emerging markets, which is witnessing the entry of many fast food global chains. It studies the demographic variables effect on the loyalty and the behaviour of consumers and compares to local and global brand fast food chains. The research will be use to global managers who are planning to expand in emerging markets like India.
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Matharu, Manita, Ruchi Jain, and Shampy Kamboj. "Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective." Management of Environmental Quality: An International Journal 32, no. 1 (August 27, 2020): 20–40. http://dx.doi.org/10.1108/meq-02-2020-0036.
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PurposeThe purpose of this study is to investigate the potential determinants of sustainable consumption behavior. This study describes lifestyle of health and sustainability (LOHAS) tendency and the effects of such lifestyles on the behavioral intentions for sustainable consumption in sharing economy.Design/methodology/approachThis research adapts LOHAS tendency, consumer attitude, subjective norm, perceived behavioral control and consumers' behavioral intention for sustainable consumption scale in Indian context to describe the sustainable consumption behavior by extending the theory of planned behavior (TPB). Data of 627 individuals collected through a questionnaire, after the scales validation process and thereafter a structural equation analysis has been performed.FindingsThe findings confirm the extended TPB, wherein LOHAS tendency has emerged as an antecedent to consumer attitudes for taking part in sustainable consumption. Results highlight that consumer attitudes, subjective norms and perceived behavioral control are significant determining factors of consumers' sustainable consumption behavior.Research limitations/implicationsThis study has examined the sustainable consumption behavior by considering the lifestyle tendency. A few other limitations are also discussed.Originality/valueConsumer behavior in sharing economy is surely one of the emerging research areas; there is dearth of research to understand Indian consumers' sustainable consumption, particularly from lifestyle perspective. This research establishes relationship between LOHAS tendency and sustainable consumption, which may serve as a contributor to sharing economy in terms of LOHAS consumer's lifestyle and their sustainable consumption behavior.
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Swapna Chander, T., and Anil Karanjkar. "A Study on the Strategies and Practices Adopted by Consumer Cooperative Store for Sustainable and Resilient Society: A Case of Bharati Madhyawarti Sahakari Grahak Bhander Ltd." Shanlax International Journal of Management 7, no. 1 (July 1, 2019): 9–24. http://dx.doi.org/10.34293/management.v7i1.544.
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Historically, the Indian retail sector has been dominated by small independent players such as traditional, small grocery stores and others. Especially Consumer cooperatives played a vital role to safeguard the consumers from the charge of intermediaries and to provide quality goods to consumers in the desired quantity and at reasonable prices. Recently organized, multi-outlet retail concept has gained acceptance and has since then accelerated. Information Communication Technology has also transformed the consumer buying behavior. Indian cities are witnessing a paradigm shift from traditional forms of retailing into a modem organized sector. In spite of several obstacles, there are some consumer cooperatives which have withstood and recovered from difficult conditions to stay in competition and performing well. Bharati Madhyawarti Sahakari Grahak Bhander Ltd is one such Consumer Cooperative store which is battling with modern retail environment. This study brings out the strategies and practices of Bharati Consumer Cooperative store to be sustainable and resilient. The study also analyzes the customer’s perception towards the consumers’ cooperative store and identifies the Store Choice Behaviour among the Consumers.
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Jain, Sheetal, Mohammed Naved Khan, and Sita Mishra. "Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior." Journal of Asia Business Studies 11, no. 1 (January 3, 2017): 4–21. http://dx.doi.org/10.1108/jabs-08-2015-0118.
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Purpose Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior. Design/methodology/approach A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling. Findings The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior. Originality/value This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.
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Misra, Richa, Sonali Singh, and Deepak Singh. "Analysing the Role of Consumer Ethnocentrism and Social Responsibility in the Preference of Ayurvedic Products." Management and Labour Studies 43, no. 4 (September 26, 2018): 263–76. http://dx.doi.org/10.1177/0258042x18797752.
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Ayurvedic indigenous products have grown significantly in the Indian market and seized a large consumer base within a short span of time. There has been a growing sensitivity among consumers in India that the use of Ayurvedic products in routine lifestyle including food products, cosmetics and household activities leads to a healthier life. The present study attempts to understand the perception of consumer for indigenous Ayurvedic products. The study also attempts to identify the underlying factors that influence the purchasing behaviour of consumers. In total, 151 respondents from Delhi-NCR, India, participated in the study. The study reveals that there is a significant influence of brand price, ethnocentrism and social responsibility on the preference of food products. Moderating role of social responsibility and consumer ethnocentrism on brand preference has also been studied. The present article reflects how a pre-launch perception, concern for health and breaking the traditional prototype can influence the perception of consumers. The multi-pronged approach by the government, marketers and other social institutions could break open a huge domestic and global market for Ayurvedic products.
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Hassan, Yusuf, and Jatin Pandey. "Examining the engagement of young consumers for religiously sanctioned food: the case of halal food in India." Young Consumers 21, no. 2 (November 1, 2019): 211–32. http://dx.doi.org/10.1108/yc-01-2019-0940.
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Purpose Religion plays an important role in promoting and inhibiting consumption of goods and services. Halal food, for instance, represents one such food permitted by Islam. Within a broader category of consumers for religiously sanctioned products such as halal food, young consumers represent an important segment, as they have a high lifetime value, thereby requiring special attention. This study aims to identify and examine individual and social factors that can foster young consumer’s engagement for halal products. Design/methodology/approach An inductive research approach using the Gioia method has been used to develop broader themes for discussion. The authors have also proposed a model for engaging young consumers for religiously sanctioned dietary products. Findings The paper provides empirical insights into the interplay of identities and value sources that encourages or forbids consumer engagement for halal products. Practical implications Globally, the halal food industry has been estimated to be worth $580bn, and it is growing at an average rate of 7 per cent annually. Marketers, thus, need to be aware of diverse consumers’ needs to provide a customized offering; they have to cater to adherent customers of these religiously sanctioned products by being sensitive to intricacies that make such food items consumable. The study will help marketers to better align their promotional strategies with the needs and requirement of young consumers. Originality/value In this paper, the authors have operationalized repeated interaction and associated consumption in the context of halal food to understand how religion and other factors play a role in strengthening or weakening consumer engagement. To the best of the authors’ knowledge, no study has been done to understand young consumer’s engagement for halal food products in the Indian context. India being a land of multi-religion and multi-culture, such studies can provide rich insights.
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Tripathi Nautiyal, Vandana, and Avadhut Atre. "A STUDY ON CONSUMER BEHAVIOUR OF URBAN INDIAN WORKING WOMEN TOWARDS OFFICE WEAR OUTFITS AND SUSTAINABLE FASHION." ShodhKosh: Journal of Visual and Performing Arts 3, no. 2 (September 2, 2022): 226–35. http://dx.doi.org/10.29121/shodhkosh.v3.i2.2022.152.
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The lifestyle of today’s urban consumers has dramatically changed due to various reasons which has led to a shift in their needs, preferences, and attitudes towards various product s in their day-to-day life. The urban working women’s entering the corporate workforce in India is increasing day by day. The increasing number of urban working women has led to demand of clothing appropriate for the workplace. Indian Urban women working in Corporates are opting right business attire as it gives them a serious image at their workplace with respect to their male counterparts. Also, in recent time there has been a surge in demand for sustainable products due to growing awareness of sustainable practices amongst Indian consumers. The purpose of this study is to understand the workplace clothing need and preference of urban women working in corporates. The research also tries to understand the attitude of such women towards sustainable fashion. A clear understanding of consumer behavior of urban Indian working women will help sustainable fashion marketers to attract and maintain their target consumer segment. The study is based on notable past research and two set of questionnaire surveys followed by subsequent data analysis. The findings suggest a scope for sustainable western business casual wear as a preferred choice of clothing in work environments among a new emerging class of women in urban India.
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Lee, Kwanyoung, R. Karina Gallardo, and Miguel Giacinti. "The Indian Demand for Imported Fresh Apples: Effects of Tariff Reductions." Journal of Agricultural and Applied Economics 52, no. 1 (August 27, 2019): 30–46. http://dx.doi.org/10.1017/aae.2019.32.
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AbstractWe estimated the impact of the Indian tariff on the demand for imported fresh apples from theUnited States. A 1% decrease in the tariff would increase the quantities demanded by 3.83%. If India eliminates the tariff on all imported fresh apples, total consumer welfare in terms of the imported fresh apple market will increase by $120 million yearly, 57% of the value of all fresh apples imported by India in 2015. This study adds evidence on the effects of tariff reduction on trade volume and welfare of consumers in the importing country.
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Menon, Balakrishnan. "Structured Equation Modelling on Consumer Purchase Behaviour of Passenger Cars." Vision: The Journal of Business Perspective 22, no. 2 (April 19, 2018): 144–52. http://dx.doi.org/10.1177/0972262918767040.
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With increased globalization, many prominent leaders in car manufacturing industry across the world have built their manufacturing units in India, through the application of direct investment collaboration route with Indian companies, by using the liberalized foreign direct investment (FDI) policy of the Indian Government. With multiple selective choices to consumers, the car segments have undergone a metamorphosis in India. With many makes, brands and models, customers have many choices currently. The predominant purpose of this article is to conceptualize and design a purchase decision model, which would strongly provide an orientation of determinants, which influenced the consumer buyer behaviour of passenger car owners. The study results conclusively validated that eight major variables strongly influenced the consumer purchase behaviour of car owners. The major findings of the study would facilitate practical application, specifically, in the highly segmented passenger car markets in India.
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Tripathi, Shalini N., and Masood H. Siddiqui. "Effectiveness of Mobile Advertising: The Indian Scenario." Vikalpa: The Journal for Decision Makers 33, no. 4 (October 2008): 47–60. http://dx.doi.org/10.1177/0256090920080404.
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In the current scenario, mobile internet applications enable consumers to access a variety of services: Web information search, SMS (short message service), MMS (multimedia message service), banking, payment, gaming, e-mailing, chat, weather forecast, GPS (global positioning service), and so forth. Collectively, we denominate this wide array of services as “mcommerce.” These digital media are considered to potentially improve the possibilities to reach consumers by allowing personalization of the content and context of the message. Combining customer's user profile and the context situation, advertising companies can provide the target customers exactly the advertisement information they desire, not just “spam” them with irrelevant advertisements. Drawing from Nysveen, Pedersen, and Thorbjornsen's (2005) grid of mobile internet services classification, this study attempts to critically analyse “person interactive” (goal-oriented) information and “person interactive” (experiential) messaging, targeting both utilitarian and hedonic benefits from the consumers' perspective. It analyses the effectiveness of mobile advertising in its current format (as prevalent in India). ‘Effectiveness’ for the purpose of this study has been concretized in terms of impact of mobile advertising on the purchase decision of the consumer. However, results of binary logistic regression indicate that mobile advertising in its current format does not have a significant impact on the purchase decision of a consumer, and that there might be other significant factors like a firm's marketing efforts (marketing mix), a consumers' socio-cultural environment (family, informal sources, non-commercial sources, social class, culture and sub-culture), and an individual's psychological field (motivation, perception, learning, personality, and attitudes) that affect his purchase decision. Mobile advertising in its current format is very generic in its approach, as substantiated by factor analysis performed on the data — marketing communication through mobiles primarily lacked in contextualization and perceived usefulness (for the target customers), and were disruptive in nature. Although mobiles are a powerful mode of marketing communication, the important issues at stake here are— what to say, how to say it, to whom, and how often. Communications get more and more difficult, as a large number of companies clamour for getting the consumers' increasingly divided attention through various means. Hence the challenge lies in customizing the marketing communication to suit individual needs (Customerization), i.e., reaching the right target market with the right message at the right time. Also, variations in consumer responsiveness towards mobile advertising have been examined using Analytic Hierarchy Process (AHP). Finally, some features enhancing the utilitarian and hedonic benefits drawn (or expected) from mobile advertising are prioritized. This enhancement of benefits can be implemented by incorporating Intelligent Software Agents, which make customerization of marketing messages a reality—delivering all the desired benefits (utilitarian⁄hedonic) to the consumers. Software Agents are programmes which fulfill a task independently on behalf of the user and can be adapted to the individual preferences and parameters of its instructor; software agents operate without intervention of the user at a specific problem definition.
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Deshbhag, Raksha R., and Bijuna C. Mohan. "Study on influential role of celebrity credibility on consumer risk perceptions." Journal of Indian Business Research 12, no. 1 (February 7, 2020): 79–92. http://dx.doi.org/10.1108/jibr-09-2019-0264.
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Purpose The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers. Design/methodology/approach The present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales. Findings The major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers. Research limitations/implications This study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements. Practical implications The research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness). Originality/value The study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers.
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Chopra, Komal. "Indian shopper motivation to use artificial intelligence." International Journal of Retail & Distribution Management 47, no. 3 (March 11, 2019): 331–47. http://dx.doi.org/10.1108/ijrdm-11-2018-0251.
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PurposeThe purpose of this paper is to understand motivation of young consumers to use artificial intelligence (AI) tools such as chatbots, voice assistants and augmented reality in shopping by generating Vroom’s expectancy theory of motivation using grounded theory approach.Design/methodology/approachGrounded theory approach has been used to develop the Vroom’s expectancy theory. Initially data were collected through participant interviews using theoretical sampling. These data were analyzed and coded using the three step process, i.e. open coding, axial coding and selective coding. The categories created during coding were integrated to generate Vroom’s expectancy theory of motivation.FindingsThe findings indicate that Vroom’s expectancy theory of motivation can be used to explain motivation of young consumers to use AI tools as an aid in taking shopping decisions. The motivation may be intrinsic motivation, extrinsic motivation or force choice motivation. Expectancy represents the ease of using the tools, instrumentality represents competence of tools in performing desired tasks while valence represents satisfaction, rewarding experience and trust in using of tools.Research limitations/implicationsThe findings of the study are based on grounded theory approach which is an inductive approach. Alternate research methodologies, both inductive and deductive, need to be employed to strengthen the external validity and generalize the results. The study is limited to shopping motives of young consumers in India. A comparison with other consumer motivational studies has not been done. Hence no claim is made regarding the advantage of Vroom’s theory over other motivational theories.Practical implicationsThe study has strong implications for retailers in developing countries which are seen as an emerging market for retail and have introduced AI tools in recent years. The Vroom’s expectancy theory will help retailers to understand consumer motivation in using AI tools or shopping.Originality/valueVroom’s expectancy theory to understand consumer motivation to use AI tools in shopping was generated using the grounded theory approach.
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Khondker, Habibul Haque, and Roland Robertson. "Glocalization, consumption, and cricket: The Indian Premier League." Journal of Consumer Culture 18, no. 2 (April 27, 2018): 279–97. http://dx.doi.org/10.1177/1469540517747094.
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With India’s robust, neo-liberal economic growth and the growing buying power of the Indian consumers, cricket, a popular sport in India, too, has been transformed. Indian Premier League is a short-format, high-value cricket league that features major international cricket stars who come to India to join one of the eight franchised teams that take part in this competitive tournament. Using the sociological framework of glocalization, this article argues that the intersection of the global economic forces and the local culture that celebrates cricket has created a glocal space for its performance, and with the mediation of communication technology, it has widened the viewership globally. Infused with Indian money, motifs, and meanings, a new spectacle of consumption is on offer. The emergent consumer culture has transformed the game itself, adding a showbiz quality to it. Through the analysis of Indian Premier League cricket, this article sheds light on the consequences of cultural globalization, at once homogenizing and heterogenizing, an essential characteristic of glocalization.
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Sukant, Mr. "FACTORS INFLUENCING BRAND PREFERENCE OF CONSUMERS IN INDIAN MOBILE TELECOMMUNICATIONS SERVICES." INFORMATION TECHNOLOGY IN INDUSTRY 9, no. 1 (March 10, 2021): 835–43. http://dx.doi.org/10.17762/itii.v9i1.203.
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This research paper aims to analyze the factors influencing brand preference of consumers in context of Indian mobile telecommunication industry. Brand Preference signifies preference that consumers have over other brands under basic assumption of brand availability and price equality. Brand Preference plays an important role in telecommunication sector as this sector in India is growing at a rapid rate and competition is getting tough every day. Questionnaire was floated to gather responses for attitude of consumers towards their brand preference in Indian mobile telecommunication industry. The questionnaire was in English language and was floated to students and working professional in Information technology industry. After getting a total of 280 responses, data was analyzed in SPSS and exploratory factor analysis was used to understand brand preference of consumers in Indian mobile telecommunication Industry. EFA identified four important factors namely brand awareness, service value attributes, customer value attributes and consumers attribute. Service value attributes turned out to be most important factor in influencing brand preference of consumers. This study will help the market players to improve their strategy so that more consumers prefer their brand over their competitors.