Arpita Khare

Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour

Purpose – The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB). Design/methodology/approach – Data were collected through mall intercept technique in six cities across India. Findings – ECCB and CSII scales were applicable in Indian context. Factor analysis revealed two factors for ECCB scale: ecologically conscious purchase behaviour and green product attitudes. Normative, informative influence of CSII and income were predictors to ecologically conscious purchase behaviour. Normative influence emerged as predictor to green attitudes. Research limitations/implications – The study focuses itself only on CSII factors. It does not examine influence of variables like personal values, risk perception, and personality on ECCB. It does not examine role of consumers’ attitude towards conservation of energy and natural resources. Practical implications – The findings can be of immense use to ...

Antecedents to green buying behaviour: a study on consumers in an emerging economy

Purpose – The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour. Design/methodology/approach – Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India. Findings – The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour. Research limitations/implications – Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined. Practical implications – The findings can help firms in understanding Indian consumers’ pred...

Factors affecting credit card use in India

Purpose – The purpose of this paper is to understand the moderating influence of Multi‐item List of Value (MILOV) on credit card attributes, age, and gender in credit use among Indian customers. The research examines the impact of “lifestyle” variables (convenience, use patterns, and status) on credit card use.Design/methodology/approach – Data were collected through mall intercept technique in six metropolitan cities of India. A self‐administered questionnaire was distributed to customers visiting the malls.Findings – Use and convenience emerged as the major determinants of credit card use among Indian customers. Use, convenience, and status attributes were moderated by “sense of belonging” and “sense of fulfilment” dimensions of MILOV. Young customers were likely to use credit cards.Research limitations/implications – The study does not examine the influence of customer income, occupation, and education on credit card use, as many customers were not willing to disclose the information. These demographic...

Innovativeness/Novelty-Seeking Behavior as Determinants of Online Shopping Behavior Among Indian Youth

The purpose of this research is to examine the relationship between innovativeness/novelty-seeking behavior of Indian youth and their online shopping behavior. Three hundred students studying in universities in the northern region of India between the ages of 18 and 24 years participated in the survey. The research findings show a positive relationship between innovativeness/novelty-seeking behavior and online shopping behavior. The article concludes that Indian youth are interested in online shopping Web sites because these Web sites provide the latest information about products and services. Their online shopping is influenced by Web site attributes such as convenience and flexibility. The surveyed population felt comfortable purchasing with cash because online transactions are considered insecure. The article concludes with some suggestions that companies can incorporate to successfully attract Indian youth to their Web sites for shopping.

Influence of collective self esteem on fashion clothing involvement among Indian women

Purpose – The purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.Design/methodology/approach – Data were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.Findings – Fashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.Research limitations/implications – There is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if womens fashion clothing involvement varies according to their working and non‐working status...

Antecedents to local store loyalty: influence of culture, cosmopolitanism and price

Purpose – Cosmopolitanism is on the rise in India and traditionally shoppers have been known to patronize local stores. There is a need therefore to see the effect of cosmopolitanism and culture in context of loyalty towards local stores. Grocery items constitute major portion of purchase from local stores, therefore, pricing was also considered as a variable affecting store loyalty. The paper aims to discuss this issue. Design/methodology/approach – The paper used conclusive approach using a structured questionnaire for survey. The sample consisted of 710 respondents. There was almost an equal representation of both genders and also of metropolitan and non-metropolitan consumers. Findings – Culture and price affected local store loyalty directly. Cosmopolitanism was not found to have direct effect on loyalty. Within cultural dimensions, masculinity emerged as the most dominating trait. Minor modifications in cultural scale and major modifications in local store loyalty and cosmopolitanism are also sugges...

How cosmopolitan are Indian consumers?: a study on fashion clothing involvement

Purpose – The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied. Design/methodology/approach – Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India. Findings – Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement. Research limitations/implications – One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness. Practical implications – The findings can prove helpful to international apparel brands marketing luxury and fashion cl...

Moderating effect of age and gender on consumer style inventory in predicting Indian consumers’ local retailer loyalty

Consumers’ outshopping behaviour affects the local retailer performance and profits. The current research examines the influence of age, gender and consumer style inventory (CSI) on Indian consumers’ local retailer loyalty. The findings suggest CSI cannot be applicable in Indian conditions, and only three decision styles – quality conscious, brand conscious and utilitarian conscious – emerge as significant. Local retailer loyalty behaviour was classified under convenience and relationship. Age and gender have a moderating influence on CSI in predicting Indian consumers’ local retailer loyalty. The brand conscious and utilitarian conscious consumers are more loyal to local retailers. Young and female consumers preferred to shop from the local retailers.

Impact of Indian Cultural Values and Lifestyles on Meaning of Branded Products: Study on University Students in India

ABSTRACT In recent years, India has witnessed a transformation not only in economic standards but also in sociocultural factors. The traditional values, norms, and behaviors are being altered into more Westernized and global values. This is what meets the eyes of a typical observer. This research was directed toward ascertaining the transition of Indian society from a collectivist society to an individualist society with focus on individuals’ lifestyles and values. The purpose of the research was to understand the role of collectivist/individualist lifestyle variables on brand meanings by Indian university students. Correlation and multiple regression tests were administered to analyze the data. The findings suggest that Indian youths may appear to endorse Western values, but family traditions, group values, and national traditions play a pivotal role in determining brand meanings.

Influence of Culture on Indian Consumers’ Preference to Shop at Small Retail Stores

ABSTRACT Indian retail industry has grown exponentially in the past decade. Liberalization in the sector has brought in foreign investment. Earlier research on the Indian retail sector suggests that economic growth, rising income, consumption levels, and a large middle class segment have contributed toward the growth of organized retailing. Organized retail is supposed to bring drastic changes in the retail landscape. Malls, supermarkets, and large discount stores are likely to affect the existence of small retailers. The current research focuses on the impact of culture on Indian consumers’ preference to shop at small retail stores. The results suggest that demographics like education, age, and gender and cultural factors influence consumers’ preference to shop at small retail stores.