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ArticlePeer ReviewedOpen AccessPlagiarism Passed
Paper ID:10.55041/IJSREM36038

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

Stream/Area:

-

Subject:

-

Paper ID:

10.55041/IJSREM36038

Volume:

8 |

6 |

Jun 2024

Pages:

Publication Frequency:

Monthly (12 issues per year)

DOI
Digital Object Identifier
10.55041/IJSREM36038

License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.

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Authors

PCK

Prashanth Cherian Kochuveetil

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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

Cite This Article

Prashanth Cherian Kochuveetil, "Beyond the Global Brand: The Duality of Consumer Ethnocentrism and Cosmopolitan Fashion Preferences Among Young Indian Consumers," International Journal of Scientific Research in Engineering and Management, vol. 8, no. 6, Jun 2024. https://doi.org/10.55041/IJSREM36038

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Publication Date

6/24/2024

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The authors declare no conflict of interest related to this research work.

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