The Impact of Reference Groups and Product Familiarity on Indian Consumers’ Product Purchases

• 영문명: The Impact of Reference Groups and Product Familiarity on Indian Consumers’ Product Purchases
• 발행기관: 한국마케팅과학회
• 저자명: Yu Jong Pil Payal Kaishap Dutta Dawn Thorndike Pysarchik
• 간행물 정보: 『JGAMS』Journal of Korean Academy of Marketing Science Vol.17 No.2, 75~97쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

  Less than 3% of India’s food basket, consists of processed food, therefore processed food can be viewed as an innovation or new product to Indian consumers. This research investigates the effects of product familiarity and reference groups on Indian consumers’ attitudes and purchase behavior of new processed food products. For the study, the model is developed by modifying Cambel and Goodstein’s (2001) “Moderate Incongruity Effect” to include important cross-cultural influences on attitudes and purchase decisions among Indian consumers. Empirical analysis was conducted through structural equation modeling (SEM). SEM results indicated that reference group influence has a stronger positive effect on consumers’ attitudes and actual purchase behavior of more familiar processed foods than of less familiar processed food. In addition, attitudes have a stronger positive effect on consumers’ actual purchase of more familiar than of less familiar processed foods.

목차

〈Abstract〉
Introduction
CONCEPTUAL FRAMEWORK
FAMILIARITY AND EVALUATIONS
REFERENCE GROUP AND EVALUATIONS
METHODOLOGY
RESULTS
DISCUSSION
References
Appendix

키워드

Reference Group Product Familiarity Product Purchase Consumer" s Attitude Indian Processed Food