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Aspirations and entrepreneurial motivations of middle-class consumers in emerging markets: The case of India

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  • Javalgi, Rajshekhar (Raj) G.
  • Grossman, David A.

Abstract

The world is eyeing emerging markets where increasing numbers of consumers are entering into a new segment called the middle class. In emerging markets, this new segment of the population, as it moves up the economic ladder and seeks a better life, is considered the backbone of the economy. In this study, India is chosen because its economic progress, and changing cultural and demographics shifts, have set the stage for fundamental change of the country's middle class consumers, who are exhibiting new life-aspirations and entrepreneurial pursuits. While India's middle class continues to grow in size and importance, the existing research fails to fully address questions regarding their aspirations or life goals, entrepreneurial motivations, and demographic characteristics.

Suggested Citation

  • Javalgi, Rajshekhar (Raj) G. & Grossman, David A., 2016. "Aspirations and entrepreneurial motivations of middle-class consumers in emerging markets: The case of India," International Business Review, Elsevier, vol. 25(3), pages 657-667.
    • Handle: RePEc:eee:iburev:v:25:y:2016:i:3:p:657-667
    DOI: 10.1016/j.ibusrev.2015.10.008
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    5. Ferreira, Jennifer & Ferreira, Carlos, 2018. "Challenges and opportunities of new retail horizons in emerging markets: The case of a rising coffee culture in China," Business Horizons, Elsevier, vol. 61(5), pages 783-796.
    6. Gyensare, Michael Asiedu & Miri, Domnan & Zahoor, Nadia & Alajaty, Mahmoud, 2024. "Aspiring to go abroad: How and when international entrepreneurial aspiration fuel emerging markets entrepreneurial ventures’ internationalisation speed," Journal of International Management, Elsevier, vol. 30(2).
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    8. Eggimann, Andres & Kendzia, Michael Jan, 2022. "Rise of the Indian Middle Class and Its Impact on the Labor Market," IZA Discussion Papers 15410, Institute of Labor Economics (IZA).
    9. Li, Rong & Laroche, Michel & Richard, Marie-Odile & Cui, Xinyu, 2022. "More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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