Shifting Value Perceptions Among Young Urban Indian Consumers: The Role of Need for Distinctiveness and Western Acculturation
Document Type
Article
Publication Date
9-1-2018
Abstract
Very limited research addresses cultural change and consumer decisions in key emerging markets experiencing proliferation of Western brands and retail formats. This study fills the gap in the literature by investigating the role of need for distinctiveness and Western acculturation in shifting value perceptions of Western brands and Western retail formats among young urban Indian consumers, an emerging market with growing spending power. Mall/market-intercept surveys in four Indian cities revealed that young urban Indian consumers’ need for distinctiveness accelerated Western acculturation, thereby enhancing perceived values of Western brands and Western retail formats. Such value perceptions significantly increased intention to buy Western brands at Western retail formats. Theoretical and managerial implications are discussed for retailers seeking to enter or expand in India, especially those targeting young urban consumers.
DOI
10.1016/j.jretconser.2018.06.006
MSU Digital Commons Citation
Mann, Manveer; Kwon, Wi Suk; and Byun, Sang Eun, "Shifting Value Perceptions Among Young Urban Indian Consumers: The Role of Need for Distinctiveness and Western Acculturation" (2018). Department of Marketing Faculty Scholarship and Creative Works. 225.
https://digitalcommons.montclair.edu/marketing-facpubs/225