Sanjeev Varshney and Anita Goyal
Movement of people from one retail trade area to another in search of better options and deals has been studied across the world owing to its large impact on trade flow. Studies…
Abstract
Movement of people from one retail trade area to another in search of better options and deals has been studied across the world owing to its large impact on trade flow. Studies have been done in various rural and urban settings. However, almost all except one fails to provide a comprehensive model of outshopping which has its own limitations with regard to its applicability’s across cultures and in various settings. Nonetheless findings from the literature provides necessary inputs to start studies in various other cultures and settings. Results are presented in form of various definitions, various types, methodologies used, factors identified (individual characteristics, market characteristics, product related variables and accessibility factors) and patterns across continents. Attempts have also been made to explain their applicability to Indian conditions along with various limitations and gaps.
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The purposes of this study are to empirically test the differences among three major cities in India by their affluence level, selected factors related to consumer purchase…
Abstract
Purpose
The purposes of this study are to empirically test the differences among three major cities in India by their affluence level, selected factors related to consumer purchase behaviors, and to examine the regional differences in purchase behaviors.
Design/methodology/approach
A total of 652 usable data were collected from consumers of age 18 years or older residing in Mumbai, New Delhi, and Bangalore, India via mall intercept surveys.
Findings
Overall, the findings confirmed that affluence level in each region explains the variances in region's values, attitudes, lifestyles, and consumption patterns of foreign branded goods. That is, Mumbai (i.e. the highest GDP among the three cities) showed individualistic characteristics (i.e. lower levels of face saving and group conformity). Attitude toward economizing was found to be inversely related to a city's affluence level with Bangalore (least affluent) having the highest attitude toward economizing and Mumbai (most affluent) having the lowest attitude toward economizing. Mumbai and New Delhi consumers purchased significantly more foreign jeans than Bangalore consumers. In purchasing foreign brand goods, social attributes (i.e. brand name and latest fashion) were more prominent in Bangalore consumers who are the most collectivistic in this study.
Practical implications
The findings of this study convey a clear message: assuming Indian consumers are the same across regions is a mistake and a localization approach should be considered to market to each region.
Originality/value
This study is one of the first attempts to examine regional differences in the Indian market. This study adds empirical evidence that differing economic affluence levels are critical in estimating consumption differences by region.
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Talha Harcar, John E. Spillan and Orsay Kucukemiroglu
In the globalization age, with worldwide increases in dual income households, decision‐making has become more difficult and even more important than in the past. In this article…
Abstract
In the globalization age, with worldwide increases in dual income households, decision‐making has become more difficult and even more important than in the past. In this article, a five‐countries cross ‐ cultural comparisons of husband and wife decision‐making roles in the purchase of various goods and services in unlike environments is presented. Despite substantial cultural variation, there are surprisingly high degrees of similarities in family purchasing decision roles among the five countries. This study provides insights for managerial and public policy makers on the implications of cross‐cultural similarities and differences in consumer decision‐making.
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Kevin M. Fitzpatrick, Bettina F. Piko and Darlene R. Wright
Adolescents, because of the unique developmental stage they occupy, are particularly sensitive to their socio-cultural environment. Adolescents often define behaviors in light of…
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Adolescents, because of the unique developmental stage they occupy, are particularly sensitive to their socio-cultural environment. Adolescents often define behaviors in light of prevailing attitudes, values, and norms (i.e. culture) established across primary social domains. Specifically, overarching social structures (e.g. economic, political, religious, etc.), working through the local landscape (e.g. neighborhood, school, peer networks, and family), play a vital role in shaping adolescent development and influencing psychological, behavioral, and social outcomes (Arnett & Arnett-Jensen, 1994; Greenberger et al., 2000; Grob et al., 1996; McArdle et al., 2000). For youth, definitions of normative behavior vary, yet socio-cultural context continues to be important in defining who they are and what they do. Culture defines accepted standards of behavior, lifestyles, and life chances. As such, socio-cultural influences have been particularly strong predictors of health-compromising behaviors for this population subgroup (Fitzpatrick, 1997; Fitzpatrick & LaGory, 2000; Gibbons et al., 1995; Graham et al., 1991).
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Chwo-Ming J. Yu, Hsiao-Wen Lin and Hui-Yun Chiu
In recent years, many firms from developing countries (LDCs) have engaged in foreign direct investment (FDI). Interestingly some of these firms locate their investments in…
Abstract
In recent years, many firms from developing countries (LDCs) have engaged in foreign direct investment (FDI). Interestingly some of these firms locate their investments in developed countries (DCs) (i.e., upstream FDI), instead of in countries economically similar to or less than their home countries (i.e., downstream FDI). However, only a few researchers have examined the issues related to upstream FDI. Furthermore, when examining FDI, most studies have focused on manufacturing subsidiaries but paid less attention to sales subsidiaries. Due to the differences in nature, management of manufacturing and sales subsidiaries should be different. Using a case study approach and focusing on the behaviors of Taiwanese firms, we address two research questions: (1) what are the channel strategies adopted by the sales subsidiaries of Taiwanese high-tech firms (i.e., multinational corporations (MNCs) from LDCs (LDCMNCs)) in DCs? and (2) how do these subsidiaries manage their channels in DCs? Our findings are: (1) LDCMNCs tend to use multiple sales channels, to work with large national distributors, and to adopt high touch channels to market products in DCs; (2) to reduce channel conflict, less powerful LDCMNCs tend to adopt multiple independent channel system, instead of dual channel system; and (3) due to limited resources, LDCMNCs make more effort on designing channel conflict prevention mechanisms than designing channel conflict resolution mechanisms, emphasize more on building relationships with distributors and tend to use financial incentives/high-power incentives than use other types of incentives to motivate distributors. The findings of this study are helpful for LDC firms to operate their sales subsidiaries more effectively in DCs.
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Increased consumer mobility is a recurrent theme in retailing literature. A major ramification of increased mobility is that consumers are no longer restricted to their local…
Abstract
Increased consumer mobility is a recurrent theme in retailing literature. A major ramification of increased mobility is that consumers are no longer restricted to their local trade area. Consumers appear willing to forego secondary costs such as time, money and effort to shop at places when they feel product and service offerings are more compatible with their needs.
Dennis B. Arnett and Debra A. Laverie
The purpose of this research is to investigate four factors (fan identity salience, satisfaction, attachment, and enduring involvement) to assess their ability to differentiate…
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The purpose of this research is to investigate four factors (fan identity salience, satisfaction, attachment, and enduring involvement) to assess their ability to differentiate among three types of fans (frequent, moderately frequent, and infrequent attendees). A convenience sample of college fans of a university woman's basketball team is used. The results suggest both identity salience and enduring involvement may be useful as segmentation variables for sports marketers
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Gael M. McDonald and Patrick C.K. Pak
With limited intracultural ethical research in evidence this paper contributes to the theoretical discussion of expatriate ethical acculturation. Of particular interest to this…
Abstract
With limited intracultural ethical research in evidence this paper contributes to the theoretical discussion of expatriate ethical acculturation. Of particular interest to this study are the ethical attitudes of subcultural groups, particularly managers, who because of overseas assignment or immigration, are operating outside their usual national location. Research was undertaken to investigate whether ethical divergence or convergence, through acculturation, exists with ex patriate managers, and over what time period. Two locations, Hong Kong and Canada, were chosen for comparative study and the results indicated an interesting dichotomy. Ethical convergence, the adopting of host country ethical values, is evident with Hong Kong Chinese expatriate managers in Canada but did not occur with North American expatriates in Hong Kong. For the expatriate Chinese manager the research findings indicate that Hong Kong Chinese managers now residing in Canada develop a unique set of ethical attitudes that are significantly different from those of local managers in Hong Kong yet also significantly different from the attitudes held by local Canadian managers. A subtle form of ethical convergence is occurring. No significant relationship was found between ethical acculturation and the length of time being an expatriate Hong Kong Chinese manager in Canada except on two issues. For these issues the longer the time spent in Canada the greater the rise in ethical attitudes. A heterogeneous group of expatriate managers in Hong Kong was also evaluated and while predicate similarities existed between expatriates from China and Macau, statistically significant differences in ethical perceptions were found between the general population of expatriate managers (i.e. American, Australasian, British etc.,) and local Hong Kong Chinese managers.
Madhavan Parthasarathy, Vicki Lane and Mary Lee Stansifer
This paper aims to document changes in values of young Indian consumers over a 10-year period from 2004 to 2014. Given increases in per-capita income and living standards and…
Abstract
Purpose
This paper aims to document changes in values of young Indian consumers over a 10-year period from 2004 to 2014. Given increases in per-capita income and living standards and, particularly, the tremendous increase in exposure to global products and ideals via media advertising, and greater one-to-one interaction with Americans and other English-speaking people from individualistic cultures (India has over 250 million Internet users who communicate in the English language), it was proposed that young Indian consumers would adopt values associated with self-enhancement and individualism, forsaking self-transcendence-related ideals such as benevolence and universalism.
Design/methodology/approach
Data pertaining to the Rokeach value scale (RVS) were collected in New Delhi in 2004 and 2014 and tested using MANOVA.
Findings
The results strongly support the contentions, save a couple of surprises. Implications of this dramatic change in values in a relatively short period are discussed from a marketing perspective.
Originality/value
This is the first paper that empirically measures changing consumer values in India.