A Cross-National Analysis of Intrinsic and Extrinsic Cues' Preferences of Premium Denim Products : A Case of Levi's and other Premium / Luxury Denim Brands

Abstract

This study has been conducted to investigate the Premium Denim brands’ intrinsic and extrinsic product cues which are significant for consumers when they want to shop for their favourite denim brands. The brands which are included in this study are Levi’s, Calvin Klein, Diesel, Armani and Gap. This research is a cross-national study and data are collected from India and European countries like Italy, Malta, UK, Poland, Sweden, Serbia etc. For intrinsic cues study we have taken products’ quality, fabric, color, fitting and uniqueness whereas for extrinsic cues we have taken pricing cues preferences, distribution channel preferences and promotional tools influences on Indian and European consumers. Design/Methodology/ Approach Online questionnaires link were shared through emails, whatsapp and linkedin and paper questionnaires were distributed to friends, universities students and to other people in India to collect responses from them. Students of “University of Ca’foscari, Venice, Italy” were met several times during lunch break and informed about research questionnaire. The google forms of questionnaire were sent to the university students and other respondents of European countries through emails and linked in. Hypotheses for intrinsic and extrinsic cues were developed and data analysis was conducted by SPSS statistical analyses. Originality/Value There are very few research papers written on both intrinsic and extrinsic cues and with an in- depth empirical research. Some scholars have written research papers on intrinsic cues and extrinsic cues separately. This study is an in-depth and comprehensive investigation of cross-national research on premium denim products’ intrinsic and extrinsic cues and its statistically significant preferences and influence differences between India and European countries’ consumers.