Shifting value perceptions among young urban Indian consumers

The role of need for distinctiveness and western acculturation

Manveer Mann, Wi Suk Kwon, Sang Eun Byun

Research output: Contribution to journalArticleResearchpeer-review

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 languageEnglish
Pages (from-to)127-133
Number of pages7
JournalJournal of Retailing and Consumer Services
Volume44
DOIs
StatePublished - 1 Sep 2018

Fingerprint

Retail format
Acculturation
Distinctiveness
Emerging markets
Targeting
Mall
India
Market survey
Cultural change
Proliferation
Consumer decision
Perceived value
Retailers

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 journalArticleResearchpeer-review

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