Tag Archives: Stansifer

Time-based Analysis of Changing Consumer Values in India

Madhavan Parthasarathy, Vicki Lane, Mary Lee Stansifer
Journal of Indian Business Research, Volume 7, Issue 3, Pp. 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 consumers would adopt values associated with self-enhancement and individualism, forsaking self-transcendence-related ideals such as benevolence and universalism.

Design/methodology/approach – Data pertaining to the Rokeach value scale (RVS) were collected in New Delhi in 2004 and 2014 and tested using MANOVA.

Findings – The results strongly support the contentions, save a couple of surprises. Implications of this dramatic change in values in a relatively short period are discussed from a marketing perspective.

Originality/value – This is the first paper that empirically measures changing consumer values in India.

A time-based analysis of changing consumer values in India

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 …
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A longitudinal exploratory study of changing perceptions toward an iconic brand in a developing country

Madhavan Parthasarathy, MaryLee Stansifer, and Rajeev Kumra
Journal of Indian Business Research, Vol. 2 Iss: 3, pp.138 – 152

Purpose – The purpose of this paper is to explore the changing perceptions of an iconic American product, namely Levi Jeans, in a rapidly developing country, namely Costa Rica, over a 20-year period from 1988 to 2008.

Design/methodology/approach – Changing perceptions were measured with regard to product attributes (e.g. relative advantage, compatibility, trialability, observability, and risk), and experience-related attributes (e.g. product durability, fit, comfort, and price). Further, the changing influence of these variables on repurchase intentions was measured. Data collected in 1988 and again in 2008 at a large Costa Rican university were compared.

Findings – The results suggest that globalization, increased competition, and cultural individualization have reduced Levis’ attribute advantages and thus brand equity. Implications for branding in other developing countries, especially India, are provided.

Practical implications – Modern Indian consumers are more picky, and are more concerned with lifestyle fit and observability issues. This combined with the growing affluent youth market in India leads to specific suggestions on how Levi can approach marketing strategy in the Indian market.

Originality/value – The paper is unique in that it is a longitudinal study of changing perceptions with data collected over a 20-year time period. Further, it provides specific recommendations for apparel manufacturers aiming to enter the Indian and other rapidly developing markets.