Madhavan Parthasarathy, Vicki Lane, Mary Lee Stansifer
Journal of Indian Business Research,Vol. 7, Issue 3, Pages: 271-291.
Purpose-This paper aims to document changes in values of young Indian consumers over a 10-year period from 2004 to 2014. Given increases in per-capita income and living standards and, particularly, the tremendous increase in exposure to global products and ideals via media advertising, and greater one-to-one interaction with Americans and other English-speaking people from individualistic cultures (India has over 250 million Internet users who communicate in the English language), it was proposed that young Indian …