Beyond the Global Brand: The Duality of Consumer Ethnocentrism and Cosmopolitan Fashion Preferences Among Young Indian Consumers

Beyond the Global Brand: The Duality of Consumer Ethnocentrism and Cosmopolitan Fashion Preferences Among Young Indian Consumers

Author: Prashanth Cherian Kochuveetil
Email: prashanth.kochuveetil@nift.ac.in
Affiliation: Associate Professor, Department of Design Space, National Institute of Fashion Technology Bengaluru

Structured Abstract:

Purpose: This study investigates the shopping behaviours, demographics, and cosmopolitan tendencies of college-going youth in Bengaluru, India, during the back-to-college season.

experiences significantly influence such purchases.

Originality: This study contributes to a deeper understanding of the consumption behaviour of a specific youth segment in India during a crucial retail period. It highlights the interplay between consumption, cosmopolitanism, consumer ethnocentrism, and purchase decisions.

Practical implications: Marketers can leverage these insights by:

Highlighting status and prestige associated with products
Emphasizing global trends and multicultural aspects in promotions
Creating enjoyable and stress-relieving shopping experiences
Keywords: Consumer behaviour, back-to-college shopping, cosmopolitanism, status products, consumer ethnocentrism, hedonic consumption experience, marketing