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.
| Original language | English |
|---|---|
| Pages (from-to) | 127-133 |
| Number of pages | 7 |
| Journal | Journal of Retailing and Consumer Services |
| Volume | 44 |
| DOIs | |
| State | Published - 1 Sep 2018 |
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Keywords
- Acculturation
- India
- Need for distinctiveness
- Perceived value
- Western brand
- Western retail formats
Cite this
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Shifting value perceptions among young urban Indian consumers : The role of need for distinctiveness and western acculturation. / Mann, Manveer; Kwon, Wi Suk; Byun, Sang Eun.
In: Journal of Retailing and Consumer Services, Vol. 44, 01.09.2018, p. 127-133.Research output: Contribution to journal › Article
TY - JOUR
T1 - Shifting value perceptions among young urban Indian consumers
T2 - The role of need for distinctiveness and western acculturation
AU - Mann, Manveer
AU - Kwon, Wi Suk
AU - Byun, Sang Eun
PY - 2018/9/1
Y1 - 2018/9/1
N2 - 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.
AB - 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.
KW - Acculturation
KW - India
KW - Need for distinctiveness
KW - Perceived value
KW - Western brand
KW - Western retail formats
UR - http://www.scopus.com/inward/record.url?scp=85048957833&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2018.06.006
DO - 10.1016/j.jretconser.2018.06.006
M3 - Article
AN - SCOPUS:85048957833
VL - 44
SP - 127
EP - 133
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
ER -