Indian Consumers' Purchase Behavior Toward US Versus Local Brands

Archana Kumar, Montclair State University
Youn Kyung Kim, University of Tennessee, Knoxville
Lou Pelton, University of North Texas


Purpose: The purpose of this paper is to examine the direct and indirect effects of individuals' self-concept, product-oriented variables (i.e. consumer's need for uniqueness (NFU), and clothing interest), and brand-specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US retail brand versus a local brand that are available in the Indian market. Design/methodology/approach: Data obtained from 405 college students in India were analyzed using structural equation modeling. Findings: This study found that Indian consumers' self-concept and NFU had indirect effects on purchase intention of the US brand and the local brand. Both self-concept and NFU positively influenced clothing interest. Clothing interest positively influenced perceived quality and emotional value for the US brand, but not for the local brand. Emotional value was found to be an important factor influencing purchase intention toward the US brand and the local brand as well. However, perceived quality did not affect Indian consumers' purchase intention of the US and local brand. Implications for both US and Indian retailers are provided. Originality/value: As India is witnessing multitude of US retailers in its market, this paper aids in the better understanding of the Indian consumers and their perceptions toward US and local clothing brands.