Globalization does lead to change in consumer behavior: An empirical evidence of impact of globalization on changing materialistic values in Indian consumers and its aftereffects

摘要: Purpose – The purpose of this paper is to empirically substantiate if the forces globalization are impacting consumer culture and behavioral traits in a developing country (India).Design/methodology/approach Five hypotheses had been constructed address gaps literature with respect influence on prevalent nation. Predisposition towards foreign brand among Indian consumers was taken as proxy for global flows its studied existing materialistic values consumers. study covered sample size 557 respondents from five major cities India. raw data were collected help structured questionnaire analysis done by using various relevant statistical techniques.Findings results showed that predisposition brands significant impact younger significantly higher materiali...