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Cross Culture on Consumer Consumption Behavior: a Study of Selected Districts of Maharashtra”

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Cross Culture on Consumer Consumption Behavior: a Study of Selected Districts of Maharashtra” THE IMPACT OF CROSS CULTURE ON CONSUMER CONSUMPTION BEHAVIOR: A STUDY OF SELECTED DISTRICTS OF MAHARASHTRA THESIS SUBMITTED TO THE PADMASHREE DR.D.Y.PATIL UNIVERSITY’S DEPARTMENT OF BUSINESS MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF DOCTOR OF PHILOSOPHY In BUSINESS MANAGEMENT SUBMITTED BY: Ms.GAGANDEEP KAUR NAGRA Enrollment No: (DYP-PhD-076100018) RESEARCH GUIDE Dr. PRADIP MANJREKAR DEAN & PROFESSOR PADMASHREE DR. D.Y. PATIL UNIVERSITY, DEPARTMENT OF BUSINESS MANAGEMENT, Sector 4, Plot No. 10, CBD Belapur, Navi Mumbai – 400 614 JANUARY 2012 THE IMPACT OF CROSS CULTURE ON CONSUMER CONSUMPTION BEHAVIOR: A STUDY OF SELECTED DISTRICTS OF MAHARASHTRA DECLARATION I hereby declare that the thesis entitled “THE IMPACT OF CROSS CULTURE ON CONSUMER CONSUMPTION BEHAVIOR: A STUDY OF SELECTED DISTRICTS OF MAHARASHTRA” submitted for the Award of Doctor of Philosophy in Business Management at the Padmashree Dr. D.Y. Patil University Department of Business Management is my original work and the thesis has not formed the basis for the award of any degree, associate ship, fellowship or any other similar titles. Place: Navi Mumbai Date: Ms.Gagandeep Kaur Nagra (PhD Scholar) CERTIFICATE This is to certify that the thesis entitled “THE IMPACT OF CROSS CULTURE ON CONSUMER CONSUMPTION BEHAVIOR: A STUDY OF SELECTED DISTRICTS OF MAHARASHTRA” and submitted by Ms.Gagandeep Kaur Nagra is a bonafide research work for the award of the Doctor of Philosophy in Business Management at the Padmashree Dr. D. Y. Patil University Department of Business Management in partial fulfillment of the requirements for the award of the Degree of Doctor of Philosophy in Business Management and that the thesis has not formed the basis for the award previously of any degree, diploma, associate ship, fellowship or any other similar title of any University or Institution. Certified that the thesis represents an independent work on the part of the candidate. Place: Navi Mumbai Prof.Dr.R.Gopal Prof.Dr.Pradip Manjrekar Date: (Director & (Dean & PhD Research Guide) Head of the department) ACKNOWLEDGEMENT In the first place, I am indebted to the Padmashree Dr. D.Y. Patil University Department of Business Management, which has accepted me for Doctorate program and provided me with an excellent opportunity to carry out the present research project. I would like to thank Prof.Dr. Pradip Manjrekar, Dean and my research guide and to Prof.Dr. R.Gopal, Director and Head of Department of Business Management, Padmashree Dr.D.Y. Patil University, Navi Mumbai for having given me their valuable guidance for the project. Without their help it would have been impossible for me to complete the project. I thank my husband Capt.Rajinder Singh my daughter Ms.Kamal & son Hargun for their patience & support while I was busy in completing the project work . Place: Mumbai Gagandeep Kaur Nagra Date: (Signature of the PhD Scholar) CONTENTS CHAPTER TITLE PAGE NO. NO. List of Tables List of Figures List of Abbreviations CHAPTER 1 INTRODUCTION 1.1 The Culture 1 1.1.1 Culture and Marketer‟s Decision Making 3 1.2 Culture and Consumer Behavior 4 1.3 Cross Cultural differences 5 1.4 Cross Culture and Consumer Behavior 7 1.5 Impact of Cross Culture on Consumption with special 9 reference to studies using Hofstede‟s dimensions 1.6 Culture and Cross Culture Consumer Behavior Models 15 Sheth and Sethi‟s Model A-B-C-D Model Manrai and ManraiModel Luna and Gupta Model CHAPTER 2: LITERATURE REVIEW: 2.1 What is culture? In search for the Conceptual Core of Culture 23 2.2 Cultural Levels 25 2.3 National Culture 25 2.4 National Cross Cultural levels 26 2.5 Operationalizing Cross Culture 27 2.6 Introduction to Cross Culture Consumer Behavior 32-46 Main Authors and their contribution ideas in Cross Culture Consumer Behavior and Consumption Pattern International Studies of Cross Culture Needs for development in cross cultural research Relational cultural understanding - a way to develop cross cultural research 2.7 Hofstede‟s Cross Culture Dimensions 47 2.8 Hofstede‟s Cultural Dimensions And Its Impact On Consumer 61-77 Consumption Behavior Individualism-Collectivism and Its Impact on Consumer Consumption Behaviors Uncertainty Avoidance and Its Impact on Consumer Consumption Behaviors Masculinity Versus Femininity and Impact on Consumer Consumption Behaviors Power Distance and Its Impact on Consumer Consumption Behaviors 2.9 Comparison of Hofstede's Cross Cultural framework with 78 other models 2.10 Significance Of Hofstede's Cross Cultural Dimensions in 80 Cross Culture Consumer Behavior Studies 2.11 Operationalizing Cross Culture using Hofstede's Cross 82 Culture dimensions CHAPTER 3 CROSS-CULTURAL CONSUMER CONSUMPTION BEHAVIOR 3.1 An integrative framework for cross-cultural consumer 85 behavior 3.2 Cross Culture and consumer behavior 86 Emic and Etic approaches 3.3 The interaction of culture and consumer behavior 87 3.4 A framework and review of cross-cultural consumer behavior 94 3.5 Impact of Cultural Value System on Consumer Behavior 98-105 The Effect of Values on Consumer Behavior The Effect of symbols on Consumer Behavior The effect of rituals on Consumer Behavior 3.6 Dimensions of Indian culture 106-118 Cultural & Value dimensions of Indian Society: Analysis and Marketing Implications 3.7 3.7 The Impact of Globalization on Culture and Consumer 119 CHAPTER 4 ETHNOCONSUMERISM: A NEW PARADIGM TO STUDY IMPACT OF CULTURE AND CROSS CULTURE ON CONSUMER CONSUMPTION BEHAVIOR 4.1 What Is Ethnoconsumerism? 126 4.2 Consumerism as a Cultural Phenomenon 128 4.3 Consumerism As A Global Cultural Phenomenon 133 130 4.4 Ethnicity, Nature, and Scope 132-139 Ethnicity And Its Impact On Consumer Consumption Behavior 4.5 Principles of Generalization in Cross-Cultural Consumer 139 Behavior 4.6 Cross-Cultural And Consumer Behavior 142 4.7 Why Ethnoconsumerism? 144 CHAPTER 5 THE CHANGING DYNAMIC OF CONSUMER BEHAVIOR: IMPACT OF CROSS-CULTURE ON CONSUMER CONSUMPTION BEHAVIOR 5.1 Key Constructs And Dimensions Of Culture 152 5.2 Emerging Cross Cultural Dimensions 155 5.3 Cross Culture and its Impact on Self-Regulatory Goals 160 5.4 Cross Culture, Risk Taking, And Impulsivity 165 5.5 Cross Culture And Its Impact On Persuasive Appeals 170 5.6 Cross Cultural Differences in the Content of Message 170 Appeals 5.7 Cross Cultural Differences in Judgment and Persuasion 173 5.8 Cross Cultural Differences in Brand Representations 175 5.9 Brands As Symbols Of Self And Of Cross Culture 176 CHAPTER6 ISSUES EMERGING FROM GLOBALIZATION, FRAGMENTATION AND ITS IMPACT ON CROSS- CULTURAL CONSUMER CONSUMPTION BEHAVIOR. 6.1 Globalization And Fragmentation 180 6.2 Globalization, Fragmentation, And Research Imperatives 185 6.3 Paradigm Plurality And Integration 203 6.4 Micro-Macro Linking 205 CHAPTER 7 A POSTMODERN APPROACH TO CONSUMPTION PATTERN 7.1 Introduction 209 7.2 The Postmodern Consumer 210 7.3 Postmodern Conditions 212 7.4 Consumption and „Postmodern‟ Consumer Society 215 CHAPTER 8 CROSS CULTURE CONSUMER BEHAVIOR MARKETING RESEARCH 8.1 Introduction 219 8.2 Cross Culture Consumer Behavior Marketing Research 219 Epistemological Issues Methodological Issues Emic versus Etic approaches RESEARCH GAP 228 CHAPTER 9 OBJECTIVES OF THE STUDY 9.1 Problem Definition 229 9.2 Research objectives 230 9.3 Hypothesis 232 CHAPTER 10 RESEARCH METHODOLOGY 10.1 Understanding the issue 235 10.2 Conceptual model of this study 236 10.3 Survey Methods 238 Descriptive Methods Field Survey 10.4 Data Acquisition stage 242 10.5 Data Analysis stage 243 10.6 Selection of Samples 244 Locale of Research and sample size Sampling Design Sample size Justification 10.7 Tabulation and Statistical Analysis of Data. 246 10.8 Limitations of Study 246 CHAPTER 11 DATAINTERPRETATIONAND FINDINGS Data Interpretation 247-413 Summarisation of Findings 414 CHAPTER 12 MAJOR FINDINGS AND CONCLUSIONS 425 CHAPTER 13 Recommendations 431 Reference Section. Annex. I - Bibliography . Annex. II – Questionnaire. List of figures Figure Page Figure Title no. no. 16 1.6.1 Sheth And Sethis Model 1.6.2 18 Raju's A-B-C-D paradigm 1.6.3 Manrai and Manrai's framework of Cross-Cultural Consumer 20 Luna and Gupta's Model of interaction of culture and 1.6.4 consumer behavior Comparison of Hofstede's cross cultural framework with other 2.9.1 84 models Impact of Hofstede's dimensions in international marketing and 2.10.1 86 consumer behavio 3.4 A Framework And Review Of Cross-Cultural Consumer Behavior 99 3.7.1 The Impact of Globalization on Culture and Community 33 3.8.1 Culture–value integration roadmap in India 35 4.3.1 Relationship Between Culture and Economy 134 List of Tables Table no Title of the table Page. No 11.1(a) Sample size for Age North Maharashtra 247 11.1(b) Sample size for Education North Maharashtra 248 11.1(c) Sample size for Job profile North Maharashtra 249 11.2 (a) Sample size for Age West Maharashtra 250 11.2 (b) Sample size for Education West Maharashtra 251 11.2 (c) Sample size for Job profile West Maharashtra 252 11.3(a) Sample size for Age Marathwada 253 11.3(a) Sample size for Education Marathwada 254 11.3(a) Sample size for Job profile Marathwada 254 11.4(a) Sample size for Age Vidarbha 255 11.4(a) Sample size for Education Vidarbha 256 11.4(a) Sample size for Job profile Vidarbha 257 11.5(a) Sample size for Age Kokan 258 11.5(a) Sample size for Education Kokan 259 11.5(a) Sample size for Job profile Kokan 260 10.6(a) Sample size for Age Nagpur 261 10.6(a) Sample size for Education Nagpur 262 10.6(c) Sample size for Job profile
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