IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v18y2017i3_supplps19-s37.html
   My bibliography  Save this article

Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era

Author

Listed:
  • Varisha Rehman

Abstract

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.

Suggested Citation

  • Varisha Rehman, 2017. "Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 19-37, June.
    • Handle: RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s19-s37
    DOI: 10.1177/0972150917693139
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150917693139
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150917693139?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Aaker, Jennifer L & Williams, Patti, 1998. "Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 241-261, December.
    3. Sudhir H Kale & John W Barnes, 1992. "Understanding the Domain of Cross-National Buyer-Seller Interactions," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(1), pages 101-132, March.
    4. Mehta, Raj & Belk, Russell W, 1991. "Artifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 398-411, March.
    5. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. "The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 434-448, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Boyd, D. Eric & Bahn, Kenneth D., 2009. "When Do Large Product Assortments Benefit Consumers? An Information-Processing Perspective," Journal of Retailing, Elsevier, vol. 85(3), pages 288-297.
    2. Masset, Julie & Decrop, Alain, 2016. "“God, I have so many ashtrays!” Dependences and dependencies in consumer–possession relationships," Journal of Business Research, Elsevier, vol. 69(1), pages 94-109.
    3. Wamwara-Mbugua, L. Wakiuru & Cornwell, T. Bettina & Boller, Gregory, 2008. "Triple acculturation: The role of African Americans in the consumer acculturation of Kenyan immigrants," Journal of Business Research, Elsevier, vol. 61(2), pages 83-90, February.
    4. Hollenbeck, Candice R. & Patrick, Vanessa M., 2016. "Mastering survivorship: How brands facilitate the transformation to heroic survivor," Journal of Business Research, Elsevier, vol. 69(1), pages 73-82.
    5. Anna J. Vredeveld & Robin A. Coulter, 2019. "Cultural experiential goal pursuit, cultural brand engagement, and culturally authentic experiences: sojourners in America," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 274-290, March.
    6. Daly, Bonita A. & Schuler, Drue K., 1998. "Redefining a certified public accounting firm," Accounting, Organizations and Society, Elsevier, vol. 23(5-6), pages 549-567.
    7. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    8. repec:oup:jecgeo:v:50:y:2023:i:2:p:282-302. is not listed on IDEAS
    9. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
    10. Shen Liu & Hongyan Liu, 2021. "Tagging Items Automatically Based on Both Content Information and Browsing Behaviors," INFORMS Journal on Computing, INFORMS, vol. 33(3), pages 882-897, July.
    11. Reynolds, Kate L. & Harris, Lloyd C., 2009. "Dysfunctional Customer Behavior Severity: An Empirical Examination," Journal of Retailing, Elsevier, vol. 85(3), pages 321-335.
    12. Tom Joerß & Payam Akbar & Robert Mai & Stefan Hoffmann, 2017. "Conceptualizing sustainability from a consumer perspective [Konzeptionalisierung der Nachhaltigkeit aus der Konsumentensicht]," Sustainability Nexus Forum, Springer, vol. 25(1), pages 15-23, June.
    13. Veronica Devenin & Constanza Bianchi, 2018. "Soccer fields? What for? Effectiveness of corporate social responsibility initiatives in the mining industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 866-879, September.
    14. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    15. Monica C. LaBarge & Martin Pyle, 2020. "Staying in “the works of living”: How older adults employ marketplace resources to age successfully," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(2), pages 742-774, June.
    16. Daisy Bertrand & Pierre-Yves Léo & Jean Philippe, 2019. "The New Go-Between Services: Peer-To-Peer Sharing Platforms In Hospitality Services," Post-Print hal-02299130, HAL.
    17. Wenbin Sun & Shanji Yao & Rahul Govind, 2019. "Reexamining Corporate Social Responsibility and Shareholder Value: The Inverted-U-Shaped Relationship and the Moderation of Marketing Capability," Journal of Business Ethics, Springer, vol. 160(4), pages 1001-1017, December.
    18. Cairns, George & Wright, George & Fairbrother, Peter & Phillips, Richard, 2017. "‘Branching scenarios’ seeking articulated action for regional regeneration – A case study of limited success," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 189-202.
    19. Davis, Lizhu & Hodges, Nancy, 2012. "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 229-239.
    20. Cooper, Holly B. & Ewing, Michael T. & Campbell, Colin & Treen, Emily, 2023. "Hero brands, brand heroes: How R.M. Williams inspired a cult following and created a shared sense of meaning," Business Horizons, Elsevier, vol. 66(3), pages 405-414.
    21. Park, Hyejune & Joyner Armstrong, Cosette M., 2019. "Is money the biggest driver? Uncovering motives for engaging in online collaborative consumption retail models for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 42-50.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s19-s37. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.