Indian consumers' purchase behavior toward US versus local brands

Archana Kumar, Youn Kyung Kim, Lou Pelton

Research output: Contribution to journalArticleResearchpeer-review

22 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)510-526
Number of pages17
JournalInternational Journal of Retail and Distribution Management
Volume37
Issue number6
DOIs
StatePublished - 8 May 2009

Fingerprint

market
student
methodology
purchase
clothing
Purchase behavior
modeling
need
effect
Purchase intention
Self-concept
Emotion
Uniqueness
Perceived quality
product
India
Indirect effects
Retailers

Keywords

  • Brand awareness
  • Clothing
  • Consumer behaviour
  • Country of origin
  • India

Cite this

@article{2fbb91b49f5441398f00b8077ace4faa,
title = "Indian consumers' purchase behavior toward US versus local brands",
abstract = "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.",
keywords = "Brand awareness, Clothing, Consumer behaviour, Country of origin, India",
author = "Archana Kumar and Kim, {Youn Kyung} and Lou Pelton",
year = "2009",
month = "5",
day = "8",
doi = "10.1108/09590550910956241",
language = "English",
volume = "37",
pages = "510--526",
journal = "International Journal of Retail and Distribution Management",
issn = "0959-0552",
publisher = "Emerald Group Publishing Ltd.",
number = "6",

}

Indian consumers' purchase behavior toward US versus local brands. / Kumar, Archana; Kim, Youn Kyung; Pelton, Lou.

In: International Journal of Retail and Distribution Management, Vol. 37, No. 6, 08.05.2009, p. 510-526.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Indian consumers' purchase behavior toward US versus local brands

AU - Kumar, Archana

AU - Kim, Youn Kyung

AU - Pelton, Lou

PY - 2009/5/8

Y1 - 2009/5/8

N2 - 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.

AB - 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.

KW - Brand awareness

KW - Clothing

KW - Consumer behaviour

KW - Country of origin

KW - India

UR - http://www.scopus.com/inward/record.url?scp=69649090749&partnerID=8YFLogxK

U2 - 10.1108/09590550910956241

DO - 10.1108/09590550910956241

M3 - Article

VL - 37

SP - 510

EP - 526

JO - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

SN - 0959-0552

IS - 6

ER -