Indian Behavior Research Articles

The Impact of Green Brand Trust on Green Brand Equity and Consumer Purchase Behavior in the Indian Automobile Industry and other industries around the world : A Review of Previous Researches

This paper explores the growing interest in the concept of green branding and its impact on consumer behavior, with a focus on the Indian automobile industry. With consumers increasingly concerned about the environment, the demand for eco-friendly products and services has risen, leading to greater attention being paid to the role of green branding in shaping consumer behavior. Past research has examined the connection between green brand trust and green brand equity, as well as the influence of green branding on consumer buying behavior in the Indian automobile market. While some studies have found that green brand trust can lead to a preference for eco-friendly vehicles, others have emphasized the importance of cultural and economic factors in understanding the impact of green branding. Despite these findings, more research is needed to understand the impact of green branding on consumer behavior in India. This paper reviews prior research on the subject and provides insights into the relationship between green brand trust and equity, as well as the impact of green branding on consumer purchasing behavior in the Indian automobile industry.

What determines private and household savings in India?

Using data from 1960 to 2016, this paper examines the determinants of private and household saving behavior in India. The results indicate that per capita real income and access to banks are significant determinants with favorable impacts on private as well as household saving rates in short as well as long run. Further, as inflation accelerates, the uncertainty about the future value of their accumulated savings and expected real rate of return discourage households and other private agents from saving. A desire to maintain a certain level of real expenditures also contributes to this decrease in saving rate. An increase in dependent population reduces private and household saving rates in the short run while it increases the private saving rate in the long run. The results further indicate that a rise in the real interest rate increases household saving rate in the short run but reduces both private and household saving in the long run. It does not seem to have any significant impact on total private saving in the short run. Additionally, increased corporate saving tends to reduce household saving in both time horizons. Further, both private and household saving rates have declined significantly after the global financial crisis. Finally, any deviation from the long run equilibrium for saving rates dissipates rather quickly. Overall, these results seem to suggest that policies intended to increase per capita income, lower inflation, and increase accessibility to banking will go a long way in increasing private and household saving in India.

An Empirical Analysis of the Psychological Factors Influencing the Purchase Behaviour in the Automotive Market

This article throws light on various discriminant functions that will best discriminate between different segments of consumers regarding the psychological factors influencing the purchase behavior in India's automotive market. The paper further highlights the importance of various promotional tools in the purchase of cars in India. The car market in India is one of the largest segments of the domestic auto industry. From a luxury product for the urban middle class in the eighties and earlier, a car has now become the favorite mode of personal transport and the most coveted personal household durable possession among nearly all consumer classes. The commercial vehicle segment's leading vehicle is the stylish, fuel-efficient and sturdy 4-stroke car, the purchase of which is influenced by various psychological factors like motivation, perception, learning, beliefs, and attitudes. Descriptive research using a stratified random sampling method was undertaken, and the study was conducted using both primary and secondary data. It was concluded that the “Beliefs and Attitudes” factor was the most effective psychological factor in discriminating among the urban consumers and the ‘Motivation’ factor was the most effective psychological factor in discriminating among the rural consumers in the choice of a car brand.

Impact of Celebrity Endorsement on Consumer Buying Behavior in India

Impact of Celebrity Endorsement on Consumer Buying Behavior in India

Cultural Values as Business Strategy in Product Marketing: A Study of Select Indian Toothpaste and Body Soap Brands

The consumers in the Indian society are vastly influenced by religion, societal values, belief system, and rootedness in the core tradition. These core values are strongly embedded in their sub conscious mind and sub-culture. Keeping in mind of the need of each set of customers, several FMCG brands are cautious about launching of their brands in India. The cosmetics and personal care industry is one of the fastest growing consumer products sectors in India. The buying behaviour of the consumers is greatly influenced by the culture and its apparent homogeneity of preferences. Not many studies were undertaken by the researchers on the influence of cultural values and its impact of the consumer preferences and behaviour in India. The aims and objectives of the present study are to determine the importance of the cultural values that contribute, shape the consumer behaviour in the Indian context for the select brands of toothpaste and body soap.

Study of Factors influencing home insurance buying behaviour in India

Study of Factors influencing home insurance buying behaviour in India

Exploring the Gender Dimension in Financial Inclusion in India: Insights from the Global Findex Database

Despite great progress in recent years in improving access to formal financial services in developing countries, there is still significant access and usage disparity between men and women. We use individual-level data from the World Bank’s Global Findex 2017 database to investigate the differences in the use of accounts by men and women who are account holders and who save and borrow money formally to provide a comprehensive picture of individuals’ financial behaviour in India. Employing treatment effects estimations through the use of propensity scores, we find that although there is improvement in saving behaviour, borrowing behaviour as well as financial resilience among men and women who save and borrow formally as compared to those who do not, women lag significantly behind men in terms of the same. Thus, expanding women’s access to economic opportunity is critical to achieving gender equality in financial inclusion and unlocking the potential for economic empowerment and development. Our findings can aid in the formulation of policies that consider the unique requirements of women in order to increase financial inclusion and close the gender gap in India.

Exploring the Effects of Innovative Retail Touchpoints on Consumer Buying Behavior in India: Application of the S-O-R Model

The retail industry in India has experienced unprecedented changes and growth in the past few years. Retailers need strategies that can improve consumer engagement towards their stores. Consumer engagement towards retailers is often affected by the various touchpoints that these retailers adopt. These touchpoints are the contact-points between a retailer and the consumers and can greatly shape the behavior of consumers. This study examines the effects of new touchpoints on consumer buying behavior. The study draws theoretical guidance from the Stimulus-Organism-Response (SOR) paradigm.

Revisiting the Long-Run Dynamic Linkage between Dividends and Share Price with Advanced Panel Econometrics Techniques

The log-linearized present value model (PVM) has been widely used in corporate finance to understand the long-run relationship between share price and dividends using panel data. However, the application of recently established panel econometric approaches that account for slope heterogeneity and cross-section dependency in the recent literature regarding the long-run link between share price and dividends in an Indian setting is limited. This paper re-examines the log-linearized PVM in an Indian setting using newly developed panel unit root, cointegration, and long-run dynamic estimation approaches. This study employed a panel dataset of 60 Bombay Stock Exchange (BSE)-listed Indian firms paying regular dividends for 28 years (1990–2017). The study found unit root, cointegration, and a long-run relationship between dividend and share price series for Indian firms during a 28-year sample period. By demonstrating the presence of a long-run link between share price and dividends, this paper contributes to the literature on the PVM, which is crucial in comprehending market rationality and share price behavior in India. This paper also discusses issues related to panel data, such as cross-section dependency and slope heterogeneity, as well as panel econometric approaches that can be applied in the appropriate settings.

Consumer Acatalepsy Towards Buying Behaviour for Need-Based Goods for Sustainability During the COVID-19 Pandemic

Purpose : The study aimed to examine the consumer acatalepsy towards buying behavior for need-based goods (NBGS) for sustainability during COVID-19 and behavioral intentions for NBGS using the framework of value – attitude – behavior in India. Design/Methodology/Approach : Using the extant literature review, the study developed a conceptual model describing consumers’ buying behavior and behavioral int entions related to NBGS. The research employed the hypo-deductive research design approach for carrying out the study. Findings : The study found that attitude, economic depression, subjective norms, perceived consumer effectiveness, availability of control, and buying intention were positively related to the buying behavior of consumers in the NBGS category. Research Limitations/Implications : The research offered new insights into academia and practice using instrumental values, terminal values, and consumer buying behavior. It is unique for providing a fresh perspective on the NBGS and consumer behavior in COVID-19 times. Practical Implications : As the study deep dived into the behavioral aspects of the consumers, it will help shape the attitude of market professionals to analyze the instrumental and terminal values thoroughly. The findings of the research will prove instrumental in more effective and efficient decision-making processes for need-based goods in the consumer market. Social Implications : At individual and social levels, values represent the guiding force that shapes human behavior. This study will help to extend the overall understanding related to consumer behavior in the domain of NBGS using the basis of value and its impact on the behavioral patterns of consumers. Originality/Value : In the context of NBGS, this research paper dealt explicitly with the behavioral factors related to instrumental and terminal values. The study is also unique in that it evaluates the various parameters related to consumers’ buying behavior in the NBGS category during COVID-19. Evaluating these factors makes the research unique and one of its kind in consumer behavior.

Decoding the hummus trail of India: regaining the lost prudence

ABSTRACT The paper explores the menace of drug tourism on the hummus trail of India. The study unfolds Israeli tourists’ socio-psychological background, motivations for escape and transformation, and drug use behaviour in India. A qualitative research design was applied to understand travel experiences. The finding highlights three significant themes supported by textual descriptions of narratives produced as evidence. Schmoll’s tourism consumer choice model was used to understand the travel decision-making process. The study proposes curating spiritual experiences through tourism for people’s mental health and well-being by replacing drug abuse on the hummus trail of India.

Effects of green marketing practices on consumer behavior in India

In today's world of globalization, the most pressing necessity is to protect not just the interests of customers and consumers, but also the environment. The growing evidence of environmental issues has caused a rise in global environmental awareness during the past three decades. Consumer concerns regarding environmental preservation and conservation are taken into consideration in environmentally responsible or "green" marketing. Green marketing initiatives draw attention to a company's goods and services that are better at protecting the environment. Products deemed "green" or "environment friendly" by consumers and manufacturers include low-power consuming (energy-efficient) electrics appliances, organic foods, lead-free paints, recyclable paper, as well as phosphate-free detergents. These products are gaining popularity among consumers and manufacturers alike. This study looks at how eco-labeling, eco-branding, and environmental advertising affect customer purchasing decisions. It's an effort to quantify that effect. Look into customer perceptions of green production efforts and the environmental effect of production operations as well.

Are expensive decisions impulsive? Young adults’ impulsive housing and real estate buying behavior in India

PurposeThe purpose of the study is to determine website quality, materialism, psychological factors, hedonic value and social media as factors that influence the young adults’ impulsive housing and real estate buying behavior in India. In addition, this study also measures the mediating effects of social media influence between psychological factors and hedonic value and young adults’ impulsive housing and real estate buying behavior.Design/methodology/approachRelated literature, quantifiable variables with a five-point Likert Scale, hypothesis testing and mediators are used to study the model. A systematic questionnaire that was divided into six sections was used. A total of 385 valid responses were collected and analyzed through a structural equation model.FindingsThe results suggest that materialism, psychological factors and social media have a considerable impact on young adults’ impulsive housing and real estate buying behavior. The findings also ascertained that website quality and hedonic value do not have a considerable impact on young adults’ impulsive housing and real estate buying behavior.Research limitations/implicationsThis study is limited to the responses of young consumers from a limited number of brokers and regions in India. Future studies could be more widespread across the globe.Originality/valueAs per the review of existing literature, this research is the first, to the best of the authors’ knowledge, to determine the factors affecting the impulse buying decision mainly in the housing and real estate sector with the target consumers being young.

A nexus of market web traffic and investor's behavior in the EdTech market: evidence of performance from US and India

PurposeThe unexpected outbreak of COVID-19 has expedited the trend toward online education. To facilitate undisruptive learning, EdTech companies are continuously working on providing solutions to restore teaching and learning practices. This has caused a significant behavioral shift of the investors in the EdTech market. This study aims to analyze the effects of Web Market Traffic on the increased number of investors funding an EdTech Company in the market.Design/methodology/approachBy drawing on the multi-method web analytics approach, this study analyses the nexus between Web Market Traffic and Investor's Behavior in the US and India, proving the hypothesized relationship in the proposed Model using a data sample of 300 EdTech Players.FindingsThere is a significant difference between the investor's behavior in India and the US. This study shows that the investors in the US are more inclined towards investing in EdTech companies in comparison to India. The Results demonstrate that monthly visits of consumers and the number of acquisitions by players positively affect the investor's behavior, while bounce rates take a toll on the number of investors.Practical implicationsThis Study suggests that EdTech investors in the US and India should harness Web Traffic to capture the EdTech market. Further, this study offers practical implications that EdTech players can use to attract potential investors and increase brand visibility by improving web market traffic parameters.Originality/valueThis paper's original contribution is to empirically shed light on the effects of web market traffic on the investor's behavior. The study emphasizes the quintessentiality of managing the bounce rates and monthly visits for an EdTech market to attract more investors and capital inflow that enhance brand visibility. The study found that the investors behave distinctly in the developed and emerging markets in the US and India.

NUTRITION EDUCATION INTERVENTION AND FAST FOOD BEHAVIOR IN INDIA

In recent years, fast-food (FF) consumption and obesity / overweight have become more frequent. The influence of a nutrition education intervention on Indian children's and parents' use of western-style-fast-food (WFF) was studied in a community-based intervention study. Two hundred and eight children aged four to six years old, as well as their parents, were selected at random from four daycare kindergartens in Varanasi, Uttar Pradesh. The Initial (I), midterm or metaphase (M), and final (F) WFF knowledge, attitude, and practice were evaluated using statistical methods (descriptive and analytical) to identify and compare both parents' and children's knowledge, attitude, and practice. Children and their parents were divided into "case" and "control" groups as per their nutrition knowledge or educational status. During breakfast, Indian children and parents do not consume a lot of WFF. The fact that WFF is considered as a "present, i.e. gift" or "interesting" rather than a "meal" is the major cause of this among youngsters. Weekends are when young people are most likely to consume WFF. The parents' WFF were significantly influenced by nutrition education (p 0.01), but not the children's. Indians, particularly children, should be taught healthy eating practices. Families' perspectives may lead to future research and nutrition education programmes.

Parental Perception of Alpha Kids’ Influence in General Buying Decisions During the COVID-19 Pandemic in India

This paper aims (i) to identify the parental perception of alpha kids’ influence on general buying decisions, and (ii) to examine the impact of alpha kids’ demographics (age, gender, and sibling) on the influence exerted by them in general buying decisions in families in India during the Covid-19 pandemic. This study is based on a cross-sectional survey approach. Primary data for the study was obtained in February 2021 through a structured questionnaire generated on Google Forms from a sample of mothers of 400 alpha children (aged 8-11 years) from rural and urban areas of Delhi (India). Notable findings that emerged from this study revealed that Indian parents perceive their alpha kids to exert significant influence in general buying decisions and this influence is moderated to some extent by the age, gender, and birth order of the children. The results of this study extend interesting theoretical and practical implications for marketers and practitioners to have a better understanding of family consumption behavior in India. Marketers must take note of these observations while designing and implementing marketing mix strategies in respect of various goods and services meant for children/family consumption in India to sustain the impact of the Covid -19 pandemic.

Examining rule-of-thumb consumption behavior in India: a note

PurposeThe present study aims to evaluate the aggregate consumption function from the perspective of the Euler equation using Indian macroeconomic data. Further, to examine the robustness of the findings for India, other developing nations are also studied.Design/methodology/approachQuarterly time-series data from 1996:1 to 2020:3 on consumption and income in India are used to evaluate the alternative model proposed by Campbell and Mankiw (1989). The alternative hypotheses in the present study are tested by estimating models using the instrumental variable approach. The lagged changes in the quarterly average of 91-day Treasury bill yields are used as the nominal interest rate instrumental variables along with other lagged instrumental variables.FindingsThe evidence presented in this study suggests that aggregate consumption is better explained when the permanent income model incorporates rule-of-thumb consumers, that is, individuals who consume their current income along with those who consume their permanent income.Practical implicationsThe new rule-of-thumb framework better explains some of the observed phenomena, such as why the expected changes in consumption are related to the expected changes in income, why the expected changes in consumption are unrelated to real interest rates (i.e. why the intertemporal elasticity of substitution is near zero) and why a high consumption/income ratio is usually followed by an increase in income growth.Originality/valueThis study adds to the limited literature on the Euler-based consumption function in developing economies.

Association of mass media exposure and alcohol consumption apropos alcohol-advertisement ban in India: multilevel analysis of panel data

ABSTRACT Introduction Understanding the role of mass media in shaping the perception of individual health behavior in India, alcohol promoting advertisement bans were imposed on all mass media platforms. However, minimal research explored how the mass media had influenced the alcohol behavior of Indian individual’s overtime after imposing a an. The present study examined the effect of mass media exposure to abate alcohol consumption behavior among the Indian population, adjusting for heterogeneity in the risk of alcohol consumption across India’s communities and states. Methods The India Human Development Survey panel data, including 16661 individuals, were used for analysis. Multivariable analyses were performed using three-level random intercept logit models to show the variation in consumption behavior across communities and states. Results Watching TV, listening to the radio and reading newspapers had no significant influence on alcohol consumption during 2005 and 2012, respectively. We have found a high correlation of alcohol consumption among individuals belonging to the same community and state. Conclusion The study found an insignificant association of mass media with alcohol consumption but higher heterogeneity at the community and state levels. Thus, it suggests programs and campaigns targeting a particular group to address India’s high-risk communities and states.

Effect of Psychological and Cultural Factors on Consumer Behaviour

Richard Thaler has won the 2017 Nobel Prize in economics for his work on behavioural economics, which tries to understand how humans make economic decisions and after that various researcher throughout the world started to pay their attention to search the effect of various factors on consumer buying behaviours. The present study aimed at to find out the effect of psychosocial and cultural factors on consumer buying behaviour in India. The perception, motivation, attitude and beliefs and social learning were the psychological factors while family, reference group, roles and status, cultural and subcultural factors are measured in the study. Data were collected from 200 adults. Psychosocial and Cultural Behaviour of Consumer Scale (PCBCS) developed by Dr Vikas Minchekar was used to collect the data. Results revealed significant differences in psychosocial and cultural behaviour of a consumer.

Continuous learning and employee performance: a moderated examination of managers' coaching behavior in India

PurposeBy integrating organizational support theory (OST) and social cognitive theory, this study investigates types of managers' coaching behavior as experienced by the employees. Furthermore, the study examines whether employees would exhibit greater task and contextual performance when organizational learning is blended with a specific coaching behavior of their manager.Design/methodology/approachUsing primary data from 298 software engineers working in select information technology companies across India, the current study attempts to assess moderating effect of managers' coaching behavior in two relationships, including continuous learning and employees' task performance (CL-TP) and continuous learning and employees' contextual performance (CL-CP).FindingsResult of exploratory factor analysis suggests that managers of select organizations exhibit two major types of coaching behavior: inspiration-based coaching behavior and facilitation-based coaching behavior. On the moderating role of coaching behavior, it is documented that facilitation-based coaching behavior significantly positively moderates both stated (CL-TP and CL-CP) relationships, whereas inspiration-based coaching behavior of supervisors has positive significant effect on CL-TP relationship but negatively moderates the CL-CP relationship.Research limitations/implicationsThe extent to which the findings of this study can be generalized is constrained by the limited sample and organizational context.Practical implicationsThe most important managerial implication for all learning organizations is that both kinds of coaching behaviors help improving the task performance of the employees, but managers should prefer facilitation-based coaching style in order to generate higher contextual performance of employees.Originality/valueThis study contributes to practitioners and existing literature by explaining how individual performance of employees is affected by the investment made by organizations in facilitating continuous learning.