Comparison of Chinese and Indian consumers' evaluative criteria when selecting denim jeans

2010 ◽  
Vol 14 (1) ◽  
pp. 180-194 ◽  
Author(s):  
Byoungho Jin ◽  
Jin Yong Park ◽  
Jay Sang Ryu
Keyword(s):  
Design Methodology ◽  
Country Of Origin ◽  
Growth Potential ◽  
Chinese Consumers ◽  
Content Type ◽  
Retail Development ◽  
Evaluative Criteria ◽  
Potential Market ◽  
Indian Consumers ◽  
Practical Implications

PurposeUS apparel firms have been relatively slow exploring Chinese and Indian apparel markets, despite the countries' tremendous growth potentials. To help US apparel firms successfully enter these promising markets, this study aims to compare evaluative attributes that Chinese and Indian consumers utilize when purchasing denim jeans.Design/methodology/approachData were collected in Shanghai, China and Bangalore, India.FindingsThe results of the study confirmed that Chinese and Indian consumers ranked attributes differently. Chinese consumers placed the highest importance on price, followed by fitting, brand country of origin, quality, and design, whereas Indian consumers placed importance on fitting, brand country of origin, design, price, and quality, in descending order.Research limitations/implicationsCaution needs to be exercised in generalizing the findings since the data for this study were collected from one city in each country. The study tested the idea that the importance of attributes would be different between Chinese and Indian consumers as their cultures and retail development stages differ. This idea was supported in conjoint analysis.Practical implicationsThe findings indicate that a regional approach, assuming that all Asian markets are the same, is inappropriate. Thus, US apparel firms need to pay careful attention to differences in each Asian market.Originality/valueChina and India have been compared frequently in various ways: growth potential, market size, and population. Surprisingly, however, no study has attempted to compare Chinese and Indian consumers' evaluative criteria for apparel products. This is the first empirical study to show the differences between Chinese and Indian consumers in evaluating apparel products.

Brand expansion through reverse socialization: an example of iPhone in China

2020 ◽  
Vol 23 (1) ◽  
pp. 1-20
Author(s):  
Ruoshui Jiao ◽  
Jack Wei
Keyword(s):  
Design Methodology ◽  
Positive Influence ◽  
Cross Cultural ◽  
Cultural Barriers ◽  
Chinese Consumers ◽  
Content Type ◽  
Global Brands ◽  
Symbolic Meanings ◽  
Managerial Implications ◽  
Practical Implications

Purpose One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand. Design/methodology/approach Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data. Findings Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them. Practical implications Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments. Originality/value As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

National identifications as determinants of the reception of country-of-origin sensitive advertising

2016 ◽  
Vol 26 (1) ◽  
pp. 137-162 ◽  
Author(s):  
Torsten J. Gerpott ◽  
Ilknur Bicak
Keyword(s):  
Regression Models ◽  
Design Methodology ◽  
Country Of Origin ◽  
Empirical Work ◽  
Telecommunication Service ◽  
Content Type ◽  
Telecommunication Services ◽  
Important Group ◽  
Self Image ◽  
Practical Implications

Purpose – This paper aims to empirically analyze the extent to which advertising reception among consumers with a migration background (German-Turks) is influenced by a person’s strength of national identifications with his/her country-of-origin (COO) and with his/her country-of-residence (COR). The focus is on Turkey-sensitive advertisements (ads) of telecommunication service suppliers in Germany because such communication measures are quite common and about three million German-Turks constitute an economically important group. Design/methodology/approach – Measures of COO and COR identification as well as of three ad reception criteria were obtained in a survey of 291 German-Turks and analyzed via moderated regression models. Findings – Strength of COO identification was a significantly positive predictor of the frequency with which participants remembered Turkey-sensitive ads for telecommunication services. Additionally, COO identification related significantly to two criteria that capture facets of attitudes toward such ads. By contrast, COR identification acted partly as a moderator which attenuated links between respondents’ COO identification and two ad reception measures. Nevertheless, German-Turks with a strong COR identification (i.e. “accultured” consumers) were still receptive to Turkey-sensitive telecommunication services ads even if their self-image was simultaneously strongly dependent on their COO. “Alienated” German-Turks who identify neither with their COO nor with their COR were least responsive to ethnic ads. Practical implications – The research indicates that marketing practitioners should not use uniform communication measures to address migrant consumers with a specific COO but segment this target group further by simultaneously considering their members’ COO and COR identifications. Originality/value – The contribution of this paper results from the simultaneous inclusion of both COO and COR identifications as factors explaining differences in reactions to communication measures among migrant consumers which share the same COO. Furthermore, the scarcity of empirical work on reactions of German-Turks to ethnomarketing is reduced.

Consumer-small retailer relationships in Indian retail

Facilities ◽  
2014 ◽  
Vol 32 (9/10) ◽  
pp. 533-553
Author(s):  
Arpita Khare
Keyword(s):  
Design Methodology ◽  
Retail Stores ◽  
Market Demand ◽  
Content Type ◽  
Service Package ◽  
Competitive Strength ◽  
Indian Consumers ◽  
The Relationship ◽  
Regression Tests ◽  
Practical Implications

Purpose – The purpose of the study was to understand influence of assortment, store facility, service and relationship on Indian consumers’ small retailer patronage behaviour. The determinant of small retailer–consumer relationships was studied. Design/methodology/approach – Indian consumers were contacted through retail stores intercept method and requested to participate in the survey (n = 321). The questionnaire was adapted from the research conducted by Lee et al. (2008) and modified (some items on relationship were added). ANOVA and multiple regression tests were used to analyze the data. Findings – The Indian consumers’ prefer small retailers due to assortment, service, store facility and relationship. The older and younger populations differ in their reasons for preferring small retail stores. The results show that service and assortment influence consumer-small retailer relationships. Practical implications – The small retailers’ can harness the relationship and social interaction attribute of their service package for defending their turf against organized retail. The fast-moving consumer goods companies can use the competitive strength of small retailers for increasing their distribution in the interiors of the country and understanding market demand. Originality/value – There is limited research in India to understand competitive advantage of small retailers over organized retailing.

Identifying the important attitude of Islamic brands and its effect on buying behavioural intentions among Malaysian Muslims

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zulfiqar Ali Jumani ◽  
Sasiwemon Sukhabot
Keyword(s):  
Design Methodology ◽  
Theory Of Planned Behaviour ◽  
Country Of Origin ◽  
Kuala Lumpur ◽  
Planned Behaviour ◽  
Statistical Software ◽  
Content Type ◽  
Behavioural Intentions ◽  
Independent Variables ◽  
Practical Implications

Purpose Multi-national corporations (MNC) are investing in Malaysia to serve Malay Muslims by carrying the tag line “we are Islamic” for their products. Academicians defined it, as “Islamic brand/s”. Islamic brand/s further divided into three subcategories, namely, Islamic brand/s by compliance, Islamic brand/s by the customer and Islamic brand/s by country of origin. This study aims to identify the important aspect of the Islamic brand/s among the Malaysian Muslims, and it identifies, which Islamic brand aspect motivate Malay consumers to buy Islamic brands. Design/methodology/approach The conceptual model takes on in the current study was the theory of planned behaviour (TPB). The data was collected from three states of Malaysia (Penang, Kuala Lumpur and Johor Baharu) from 236 Malaysian Muslims through a structured survey instrument. Smart-partial least squares 3 statistical software was used for analyses. Findings Among Malaysian Muslims, the most important attitude is the Islamic brand/s by origin (country of origin) followed by the Islamic brand/s by the customer and Islamic brand/s by compliance. Research limitations/implications The study was conducted in three states of Malaysia, and the results are based on three attitudes of Islamic brands as independent variables and buying behavioural intentions (BI) construct of TPB. Practical implications Current study valuable for local businesses, MNCs, other Islamic and halal institutes. This study put light and give awareness of the positioning of the Islamic brand/s. Plus the intentions of users in selecting Islamic brand/s. Originality/value This research pursues to clarify consumers’ buying BIs in buying Islamic brand/s in Malaysia.

Small vs luxury cars: what is the coherent strategy for MNCs to survive in india’s automobile market?

2018 ◽  
Vol 34 (6) ◽  
pp. 30-32
Author(s):  
Leena Ajit Kaushal
Keyword(s):  
Automobile Industry ◽  
Bargaining Power ◽  
Design Methodology ◽  
Indian Market ◽  
Automobile Market ◽  
Content Type ◽  
Market Intelligence ◽  
Indian Consumers ◽  
Local Strategy ◽  
Practical Implications

Purpose The purpose of teh paper is to Explore why MNCs are not able to compete in Indian automobile industry and have very minimal market share. Design/methodology/approach Its a view point based on market intelligence. Findings In the circumstances where India consumers have abundant bargaining power due to the access to variety of products available in the same range, by different manufacturers, the MNCs can compete in the Indian market only by adopting local strategy and understanding local mindset of the customers. Researchlimitations/implications The study suggest that the MNCs can compete in the Indian market only by adopting local strategy and understanding local mindset of the customers. Practical/implications Its quite useful for MNCs planning to explore Indian automobile market. Practical/implications India has allowed 100 per cent FDI in Automobile sector. If MNCs strategically plan to cater to teh Indian consumers, that can help us upgrade technology and provide employment o our countrymen. Originality/Value Its a viewpoint.

Portfolio forming decisions: the role of intellectual capital

2016 ◽  
Vol 17 (3) ◽  
pp. 439-456 ◽  
Author(s):  
Marina Zavertiaeva
Keyword(s):  
Intellectual Capital ◽  
Design Methodology ◽  
Growth Potential ◽  
Innovation Activity ◽  
Investment Portfolio ◽  
Content Type ◽  
The Mean ◽  
Sharpe Ratios ◽  
Practical Implications

Purpose – The purpose of this paper is to present a tool to categorize companies as potentially profitable on the basis of an intellectual capital (IC) analysis. Design/methodology/approach – The paper distinguishes two crucial attributions for picking shares: IC and capitalization of IC-based growth potential. Using these two attributions, the author creates a portfolio from a sample of European companies and annually rebalances it. To test its attractiveness, the author then compares the portfolio with benchmarks and random portfolios during the period from 2006 to 2013 using a Sharpe coefficient. Findings – The comparison of the constructed portfolio with the benchmarks demonstrates the importance of IC for market investors and the validity of the proposed tool. The Sharpe ratio of the portfolio is significantly higher than the mean and median Sharpe ratios of random portfolios. In addition, the importance of IC for choosing proper investment goal increases in crisis. Research limitations/implications – This investigation can be improved by analysing other IC such as the qualification of CEOs, participation of the company in business alliances, and a company’s innovation activity. In addition, the paper considers only European companies. Practical implications – The proposed tool provides a method to construct investment-attractive portfolios on the basis of IC. Originality/value – The paper contributes to the literature by identifying the underestimated shares on the basis of a company’s IC and by developing an algorithm to create an IC-based investment portfolio.

Examining consumer responses to cross-border brand acquisitions

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1727-1749 ◽  
Author(s):  
Xiang Fang ◽  
Xiaoyu Wang
Keyword(s):  
Design Methodology ◽  
Home Country ◽  
Brand Image ◽  
Hierarchical Regression ◽  
Chinese Consumers ◽  
Content Type ◽  
Consumer Responses ◽  
Cross Border ◽  
Practical Implications ◽  
Different Levels

PurposeThe purpose of this study is to investigate the effect of cross-border acquisitions on brand image dimensions (functional, symbolic and global image) of the acquirer brand from a consumer’s perspective.Design/methodology/approachThe authors measured Chinese consumers’ perceptions of eight fictitious cross-border acquisition scenarios and tested the hypotheses by using multiple hierarchical regression.FindingsFirst, the acquisition significantly improves functional, symbolic and global image of the acquirer brand. Second, both image perceptions of the acquirer and the acquired brands before acquisition significantly impact post-image of the acquirer. The effect is greater for pre-image of the acquirer (dominance effect). Finally, brand fit, product fit and country-of-origin fit influence attitude toward the acquisition significantly.Research limitations/implicationsThere are limitations in the generalizations of the findings due to its reliance on a single country (China) and one industry (home appliances).Practical implicationsFirst, engaging in cross-border acquisitions significantly enhances the brand image of the acquirer brand. The global image has the largest improvement. Second, practitioners should carefully consider different levels of fit before the acquisition.Originality/valueThis study contributes to the extant literature by investigating brand acquisitions from the perspective of home country consumers (acquirer) and integrating multiple brand image dimensions and various levels of fit simultaneously.

scholarly journals The karma of consumption: role of materialism in the pursuit of life satisfaction

2019 ◽  
Vol 54 (1) ◽  
pp. 168-189 ◽  
Author(s):  
Rajat Roy ◽  
Fazlul K. Rabbanee ◽  
Himadri Roy Chaudhuri ◽  
Preetha Menon
Keyword(s):  
Life Satisfaction ◽  
Design Methodology ◽  
Emerging Market ◽  
Interactive Effects ◽  
Future Research ◽  
Content Type ◽  
Indian Consumers ◽  
Survey Results ◽  
Practical Implications

Purpose This paper aims to examine how social comparison (SC) and belief in karma (KA) encourage materialism (MAT) and promote consumers’ life satisfaction (LS). Design/methodology/approach Two studies were conducted with Indian middle class consumers to test the basic premises of the current research. The first one used a survey (N = 247), while the second one used an experimental design (N = 206). Findings The survey results showed that SC and belief in KA promoted MAT amongst Indian consumers and further enhanced their LS. Findings from the experiment revealed a novel two-way interaction, in that the KA–MAT relationship was moderated by the underlying motivation for MAT. Research limitations/implications Future research may validate and extend our findings using different samples to increase external validity. Practical implications By explaining the interactive effects of MAT, its underlying motivation and belief in KA, managers will gain a better understanding of why consumers in an emerging market like India purchase conspicuous products. Originality/value This is the first paper to study how the KA–MAT relationship influences LS amongst consumers in the world’s fastest-rising economy. Furthermore, no prior research has reported a boundary condition for the KA–MAT relationship studied here. The findings contribute to an extremely limited body of literature on KA and consumption.

Opportunities and challenges brought by the China outbound travel market

2018 ◽  
Vol 10 (6) ◽  
pp. 642-651
Author(s):  
Rong Huang ◽  
Tao Xu
Keyword(s):  
International Students ◽  
Design Methodology ◽  
Relevant Literature ◽  
Tourism Industry ◽  
Growth Potential ◽  
Research Gaps ◽  
Content Type ◽  
Negative Impacts ◽  
The Impact ◽  
Practical Implications

Purpose As the Chinese outbound travel market has become a paramount target for world tourism with significant growth potential, the purpose of this paper is to discuss the impact that the Chinese outbound travel market has on the European tourism industry. Design/methodology/approach The paper reviews both academic and trade literature to provide an overview of the opportunities and challenges that the China outbound travel market might bring to the European tourism industry. Findings The paper presents the major topics relating to China outbound tourism research and the current research gaps. Chinese outbound tourists are not a homogenous group of tourists. The paper addresses opportunities and challenges from two key segments of China outbound travel (Chinese international students and Chinese senior tourists). Practical implications The paper calls for alternative and innovative research methods and research behaviour in tracking the impact of Chinese outbound tourists. Closer collaboration between academics and industry practitioners might provide a better understanding of this market. Originality/value The paper offers recent insights on the Chinese outbound tourism market based on an analysis of relevant literature by both academics and industry practitioners. This allows the relevant stakeholders to adopt proactive strategies to minimise potential negative impacts and maximise opportunities.

Country-of-operation and brand images: evidence from the Chinese hotel industry

2017 ◽  
Vol 29 (7) ◽  
pp. 1814-1833 ◽  
Author(s):  
Seonjeong (Ally) Lee ◽  
Haemoon Oh ◽  
Cathy H.C. Hsu
Keyword(s):  
Design Methodology ◽  
Brand Image ◽  
Country Of Origin ◽  
Hotel Industry ◽  
Powerful Predictor ◽  
Content Type ◽  
Price Perception ◽  
Moderating Role ◽  
Practical Implications

Purpose Building upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories. Design/methodology/approach Based on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel’s brand origin. Findings Results reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction. Practical implications Country-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image. Originality/value This paper incorporates and establishes the role of country-of-operation image on hotel brand image.

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