A Treatise on Cross-Cultural Analysis of Indian Consumers' Conspicuous Consumption towards Veblen Products

• 발행기관: 한국유통과학회
• 저자명: Rajasekhara Mouly Potluri Rizwana Ansari Siva Kumar Challa Lavanya Puttam
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2014 International Conference on Business and Economics (ICBE 2014), 41~50쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.07.31

영문 초록

Purpose: The main objective of the research is to identify reasons behind conspicuous consumption of Veblen products viz., fashion designer wear, diamond & gold jewellery and high-end cars to examine conspicuous consumption varies across both Aryan and Dravidian cultures which spread in North and South India respectively. Design/Methodology/approach: The researchers get into meticulous review of relevant literature on conspicuous consumption, along with cultural differences in India and administered a well-structured questionnaire, conducted personal interviews on various influential factors on the consumption of Veblen products. The convenience sampling technique used to gather data with a total sample of 200 equally selected from eight cities of both North and South Indiaand the collected data analyzed through ANOVA and Z-Proportion Test. Findings: Indian consumers' conspicuous consumption is significantly varies among the Veblen products selected for the study in the Aryan and Dravidian cultures in India. Out of 100 respondents, 43 percent responded positively towards fashion designer wear as against meager 17 to demonstrate their social status by purchasing diamond and gold jewellery in north India. To enhance self-image by wearing gold & diamond jewellery, 53 percent of respondents from south India reacted favorably whereas only 10confined from north. Regarding conspicuous consumption of branded accessories, 65 percent Aryan culture Indians responded positively as against just 45 percent from the Dravidian culture south Indians. Research limitations/implications: The research was comprehensively and exclusively limited to four cities each from North and Southern India which cover Aryan and Dravidian Cultures. Originality/value: This ingenious paper proffers valuable insights about conspicuous buying behavior of affluent class consumers in India. This is a pioneering effort on conspicuous consumption of Indians which is lucrative for both corporate sector an

목차

Abstract

1. Introduction

2. Literature Review

3. Research Methodology

4. Analysis and Discussion

5. Research Implications and Scope for Further Research

6. Conclusion

References

키워드

Conspicuous consumption Culture Aryan Culture Dravidian Culture Veblen Products India