Indian Behavior Research Articles

Counterfeit conundrum: Insights into bottom of the pyramid consumer behavior in India

This study uses a phenomenological approach to examine consumption patterns of counterfeit goods by Bottom of the Pyramid (BOP) consumers in West Bengal, India. Forty-seven semi-structured interviews conducted with BOP consumers were subjected to thematic analysis. The study revealed four central themes for counterfeit consumption by BOP consumers: counterfeit purchasing patterns, brand recognition and purchase-point selection criteria, and counterfeit brand purchase criteria. Furthermore, this study contributes to the literature by revealing four counterfeit consumption patterns based on the awareness and willingness of BOP consumers. This study has critically analysed the role of neighbourhood retailers in counterfeit consumption at the BOP. Interestingly, this study also pioneered identifying the zone of awareness-indifference formed by normative influence and bounded rationality as coping strategies against vulnerability in the context of BOP counterfeit consumption. The implications of counterfeit consumption for marketers targeting the BOP have been discussed.

Impact of first impressions on female consumer behavior and adapting sales psychology in the automotive industry in semi-urban Vijayawada, India

Owing to the immense population of India (approximately 1,428,627,663) and the high drive towards advancing transportation, India has become a hot spot for the automobile industry to prove itself and witness extreme growth. This growth is fueled by the high profitability of customers, distributors, and consumers in their target market, attracting globally successful brands like Hyundai, Kia, and Toyota (Das, 2021). In the United States, women buy 62% of all new cars sold and influence more than 85% of all car purchases. Interestingly, in India, a report by Spinny indicates that 80% of passenger-car buying decisions are taken by women in the family. Additionally, 46% of second-hand car buyers are women (Mukherjee, 2016). As the sales industry and psychology collaborate to boost profitability, this paper is a study highlighting the current female consumer behavior in India and the techniques used to adapt sales psychology to increase profitability in the female consumer market.

Caste and Electoral Behaviour in India: An In-depth Analysis

Caste has long played a pivotal role in shaping electoral behavior in India, significantly influencing political outcomes since independence. This paper examines the intricate relationship between caste and politics, tracing its roots to the colonial era and analyzing how caste-based political mobilization has evolved in contemporary times. The rise of caste-based political parties, such as the Bahujan Samaj Party (BSP), Rashtriya Janata Dal (RJD), and Samajwadi Party (SP), has redefined the Indian electoral landscape. Additionally, the impact of caste identities on voting behavior, the role of coalition politics, and the use of social media in targeting caste groups are explored. While caste-based politics has empowered marginalized communities, it also poses challenges to governance and social cohesion. The paper concludes by reflecting on the future of caste in Indian electoral politics, emphasizing the need for more inclusive governance.

The Influence of Circular Economy Brands on Consumer Behaviour in India: A Bibliometric and Bibliographic Analysis

The Influence of Circular Economy Brands on Consumer Behaviour in India: A Bibliometric and Bibliographic Analysis

Assessment of Women's Online Shopping Behavior in India: Model Design and Analysis

The exponential increase in internet usage in India has driven the swift growth of e-commerce, with women playing a crucial role in this expanding digital economy. This research presents a thorough literature analysis and framework to examine the factors affecting the online purchasing behaviour of women in India. The study specifically attempts to examine the influence of psychological, social, cultural, economic, privacy and security, and technological aspects on the purchasing decisions of female consumers. This research underscores the difficulties women encounter in online purchasing, especially in apparel and cosmetics, providing a gender-specific perspective frequently overlooked in existing studies. This study's originality stems from its integrative methodology, synthesising findings from established consumer behaviour theories and applying them to the context of women's online buying practices in India, an area that has been insufficiently explored. By addressing these gaps, the study enhances the theoretical comprehension of women’s digital consumer behaviour and establishes a foundation for future practical strategies that businesses, marketers, and policymakers can utilise to improve the online shopping experience for Indian women.

Can Mobile Financial Services Influence Financial Behaviour in India?

The study examines the relationship between mobile financial services and individual financial behaviour in India, wherein a sizeable population is yet to be financially included. The study utilises the nationally representative data from the Financial Inclusion Insights survey conducted during 2018, representing over 45,000 individuals aged 15 years or above for the empirical analysis. The study indicates that the use of mobile financial services improves financial behaviour in India. Specifically, the study finds that using mobile financial services increases the likelihood of investment, having insurance and borrowing from formal financial institutions. Further, to address endogeneity concerns, we also employ Lewbel’s method and propensity score method, and the findings remain qualitatively similar. The empirical results of the study highlight that fastening the pace of access to mobile financial services can improve financial outcomes in developing country settings. JEL Codes: G51, G52, O16

Digital financial literacy, saving and investment behaviour in India

Digital financial literacy, saving and investment behaviour in India

Levels, Trends and Determinants of Tobacco Quitting Behaviour in India: Findings from Two Consecutive Nationally Representative Surveys

abstract Introduction: Quitting tobacco use is known to decrease mortality by 90% if successfully achieved before middle age. This analysis was conducted to assess the levels, trends and determinants of tobacco quitting behaviour amongst the Indian population. Materials and Methods: This was secondary data analysis of the National Family Health Survey (NFHS)-4 (2015–2016) and NFHS-5 (2019–2020) of India. Results: A rising trend (4%) in intention to quit tobacco was observed amongst women, while a decline in intention to quit (0.5%) was observed amongst men from 2015–2016 to 2019–2020. An increase in the quitting was observed amongst women with age, with higher levels of education, being married or widowed/separated/divorced, hypertensives and diabetic patients. Amongst men, a declining trend to quit was observed with increasing level of education amongst the richest and amongst smokers, alcohol users and diabetics. The trends in quitting increased amongst those who were exposed to mass media. Conclusion: This study shows an increase in tobacco quitting amongst females and a decline amongst men in the Indian population from 2015–2016 to 2019–2020.

Post-Pandemic Consumer Behavior Analysis: A Case Study of Product Purchases in India with Amazon Data

This study explores the fascinating topic of consumer behavior in India's post-pandemic environment, paying particular attention to the trends and variables affecting product purchasing. Consumer interests and preferences have undergone substantial alteration as a result of the COVID-19 pandemic. Businesses looking to adapt and flourish in the changing industry must comprehend how these shifts show up in consumer decisions. The research uses a thorough methodology to examine the nuances of customer behavior by fusing quantitative and qualitative techniques. In order to better understand post-pandemic consumer decisions, the research looks at psychological and socioeconomic aspects such as brand loyalty, safety concerns, and shifting economic conditions. Recognizing customer behavior is crucial for firms looking to customize their goods to address new requirements as India struggles with the pandemic's repercussions. In addition to adding to the body of knowledge on consumer behavior in academia, the research's conclusions can help firms in India navigate the challenging post-pandemic market environment. This study aims to clarify the complex relationship between market dynamics and consumer psychology, providing insight into the changing trends that define the Indian consumer environment in the post-pandemic age. Using data from Amazon, this study examines post-pandemic consumer behavior in India with an emphasis on goods purchases. Businesses and politicians need to understand how consumer behavior has changed as the globe recovers from the COVID-19 epidemic. Using information from Amazon, one of the top online retailers in India, this study looks into trends in product purchases, changes in customer preferences, and how the epidemic has affected consumers' purchasing habits. Through an analysis of patterns and insights obtained from Amazon data, this study offers significant insights into the evolving consumer behavior environment in post-pandemic India, assisting businesses and governments in making strategic decisions.

THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A CASE STUDY OF INSTAGRAM INFLUENCERS ON NIKE

In the era of digital marketing, social media influencers have emerged as powerful catalysts shaping consumer behaviour and brand perceptions. This study investigates the impact of Instagram influencers endorsed by Nike on consumer behaviour in India, focusing on brand perceptions, attitudes, purchase decisions, and brand loyalty. Through a mixed-methods approach combining quantitative surveys, qualitative interviews, and content analysis, data was collected from 150 participants representing diverse demographic segments. Key findings reveal that exposure to Instagram influencers positively influences consumer perceptions of Nike, leading to improvements in brand familiarity, image, trust, purchase intent, loyalty, and perceived quality. Participants exposed to influencers demonstrated higher purchase intentions and were more likely to consider and purchase Nike products compared to unexposed participants. Additionally, Nike's influencer marketing strategies significantly contributed to fostering brand loyalty, with influencer engagement, brand authenticity, customer satisfaction, and loyalty programs emerging as key predictors. Content analysis of influencer posts revealed predominant themes such as product features, lifestyle imagery, user testimonials, and promotional offers, highlighting the diverse strategies employed by influencers to engage their audience and promote Nike products. Sentiment analysis of participant comments indicated predominantly positive sentiment towards influencer content, underscoring its effectiveness in eliciting favorable reactions from consumers. This study contributes to the literature by advancing theoretical understanding, providing methodological insights, and offering practical implications for marketers. Recommendations for future research include exploring cross-cultural variations, conducting longitudinal studies, employing experimental designs, and addressing ethical considerations in influencer marketing practices. By embracing these recommendations, researchers can further enrich our understanding of influencer marketing dynamics and its implications for brands and consumers in the digital age. Keywords: Social media influencers, Instagram, Nike, consumer behavior, brand perceptions, purchase decisions, brand loyalty, influencer marketing.

Analyzing The Role of Digital Marketing in Growth of E-Commerce in India: A Multiple Holistic Approach

The study aim to explore and analyze the multifaceted relationship between digital marketing and e-commerce growth in the Indian context, considering various dimensions such as consumer behavior, technological advancements, regulatory frameworks, and market dynamics. However, while digital marketing is widely acknowledged as a critical driver of e-commerce growth, there exists a gap in understanding the specific mechanisms through which digital marketing influences the expansion of the e-commerce sector in India. The primary ways in which digital marketing influences consumer behavior in India is through personalized advertising and targeted messaging The role of digital marketing in driving the growth of e-commerce in India is a multifaceted phenomenon that requires in-depth analysis across various dimensions. By examining the impact of digital marketing on consumer behavior, technological innovations, regulatory frameworks, and market dynamics, this study aims to provide valuable insights for businesses, policymakers, and researchers seeking to understand and leverage the power of digital marketing in the Indian e-commerce landscape.

Voting Behavior in India: Comprehensive Overview

There is a misconception prevalent in certain political circles that the people of India cannot exercise their right to vote with propriety or discretion, because they are victims of illiteracy, poverty, caste animosity, religious fanaticism etc. But the voting behavior of the Indian people from the first general election till now confirms the fact that the above misconception is only of those people who do not understand the mind and brain of the Indian people, who do not understand the character and thinking of the voters of India. Till now, the Indian voters have shown discretion and efficiency in their voting, barring some exceptions, they have displayed discipline and have understood the value of voting rights. However, it is also true that in view of the diversity of India, its various factors have had a wide impact on the mindset and voting behavior of the voters. We should also be assured of the fact that their strong will is to maintain democracy. Therefore, we can say that the voting behavior of Indians is the pillar of democracy. Abstract in Hindi Language: कतिपय राजनीतिक क्षेत्रों में ऐसी भ्रामक धारणा व्याप्त है कि भारत की जनता अपने मताधिकार का प्रयोग औचित्य अथवा विवेक के साथ नहीं कर सकती, क्योंकि वह अशिक्षा, गरीबी, जातिगत द्वैष, धर्मान्धता आदि की शिकार है, लेकिन प्रथम आम चुनाव से लेकर अब तक भारतीय जनता का जो मतदान व्यवहार रहा है उससे इसी तथ्य की पुष्टि होती है कि उपर्युक्त भ्रामक मत केवल उन्हीं लोगों का है जो भारतीय जनता के मन मस्तिष्क को नहीं समझते, जिन्हें भारत के मतदाताओं के चरित्र एवं चिन्तन का बोध नहीं है। अभी तक भारतीय मतदाताओं ने अपने मतदान में जिस विवेक और कुशलता का परिचय दिया है, कुछ अपवादों को छोड़कर अनुशासनप्रियता प्रदर्शित की है और मताधिकार की कीमत समझी है। हालांकि यह भी सही है कि भारत की विविधता को देखते हुए उसके विभिन्न कारकों का व्यापक प्रभाव मतदाताओं की मानसिकता तथा मतदान व्यवहार पर पड़ा है। हमें इस तथ्य के प्रति भी आश्वस्त होना चाहिए कि उनकी दृढ़ इच्छा लोकतन्त्र को कायम रखने में है। अतः कह सकते हैं, भारतीयों का मतदान व्यवहार, लोकतन्त्र के लिए आधार स्तम्भ है। Keywords: भारत, चुनाव, राजनीतिक दल, मतदान व्यवहार, लोकतंत्र, मतदाता

Adoption of Digital Payment Systems and its Influence on Consumer Behaviour in India

The economic life of India is undergoing significant changes with the rapid adoption of digital payment systems. This study explores the complex relationship between this phenomenon and its subsequent impact on consumer behavior. The Digital India programme, technological advances and a young, tech-savvy population have all contributed to the growth of digital payments in India. This study examines the key factors influencing the adoption of digital payment methods with a focus on perceived ease of use. , security considerations and government incentives. It examines how these factors and demographics influence consumer choices about mobile wallets, UPIs, online banking and debit/credit cards. The study further analyzes the impact of digital payments on consumer purchasing behavior in India. We look at potential changes in online shopping habits, impulse buying trends and consumer tracking. The research explores how the convenience of digital transactions can increase online shopping and potentially impulse buying. On the other hand, it explores how these platforms could promote greater financial transparency by allowing consumers to more effectively control their spending.This mixed methods study uses a quantitative survey and qualitative interviews to gain a comprehensive understanding of this phenomenon. The quantitative study collects information on the use, perceptions and consumption behavior of digital payments from a representative sample of Indian consumers from various demographic groups. In-depth interviews with a smaller group of consumers provide a better understanding of their experiences and how digital payments have affected their shopping habits.The study aims to deepen understanding of the factors influencing the adoption of digital payment systems in India and their shopping habits. . effect on consumer behavior. It reveals the motivations for using digital payments, identifies potential changes in spending patterns, and provides insight into the changing consumer landscape. In addition, this study aims to inform decision-makers, financial institutions and businesses that want to take advantage of the opportunities offered by the digital payment revolution. Keywords Cashless Economy, UPI, Digital Payments, online Banking, Convenience, Security

Ethnocentrism and Xenocentrism Among Indian Consumers Towards Global Technology Brands: Importance of Brand Image and Brand Attitude

The purpose of this study is to investigate the role of consumer ethnocentrism and xenocentrism beliefs in influencing purchase behavior in India. Given its status as the most populous nation globally, with diverse consumer cultures and backgrounds, understanding Indian consumers’ biases toward domestic and foreign products holds significant value for both researchers and practitioners in refining their marketing communication strategies. A technology product, specifically a laptop computer, was selected to examine the ethnocentrism and xenocentrism tendencies of Indian consumers. Data (n = 373) for the study were collected through personal interviews with Indian consumers. The study’s results indicate that both perceived brand image and brand attitudes exerted a robust positive influence on Indian consumers’ purchase intentions for laptop computers. While the direct effects of ethnocentrism and xenocentrism on purchase intentions were minimal, they acted as moderators in the relationship between brand image, brand attitude, and purchase intentions for foreign brands. Developing a strong brand image and fostering positive brand attitudes should be prioritized in marketing communication campaigns to enhance global brand management.

Factors Affecting of Brand Image on Consumer Shopping Behavior in India

Factors Affecting of Brand Image on Consumer Shopping Behavior in India

Gender composition of children and sanitation behavior in India

Open defecation has been linked to various environmental and public health issues and has gained significant policy attention. Investing in better sanitation has also been advocated to provide women with privacy and protection from harassment. Nonetheless, previous research has shown that because of son-biased preferences, households in India underinvest in outcomes for their female children. Linking the gender composition of children to the sanitation behavior in Indian households, I find that households increase toilet ownership in the presence of female children by 5% in urban and 2.5% in rural areas, respectively. These results are robust to various empirical specifications, falsification tests, and bounding analysis to test for omitted-variable bias. Various heterogeneity analyses suggest that the decline in open defecation in response to having a female child is driven by households living in regions with a higher prevalence gender-based harassment and weaker law and order. These findings provide new evidence that differences in the gender composition of households create differential incentives to adopt toilets, which can be harnessed to reduce open defecation in India.

Insurer’s Risk-Taking Behavior in India: Does Board Matter?

This study investigates the board’s role in shaping insurers’ risk-taking using data of 49 Indian insurance firms from 2014 to 2021. We captured the insurer’s risk using four proxy measures: underwriting, investment, insolvency and total risks. To address potential endogeneity concerns in the relationship with board attributes, we employ a two-step Generalized Method of Moments (GMM) approach. Robustness checks are conducted using the panel quantile estimation approach. The empirical analysis reveals that life insurers face greater underwriting risk than non-life insurers. A larger board with duality appears to mitigate insurers’ risk, particularly in the case of life insurers. The presence of independent directors on insurer boards, along with an optimal frequency of board meetings, effectively mitigates risk among Indian insurers. The study concludes that dual regulations erode regulatory discipline among public insurers, leading to an inadequate governance structure.

Lottery factor and stock returns: Evidence from India

This study examines important aspects of lottery behavior in India using data from December 2001 to March 2021. We experiment with a new measure of lottery along with well-established measures. Our lottery measure focusing on more recent information is found to be appropriate for India. MAX has a unique role in predicting returns that is not subsumed by other risk measures. We find MAX, skewness, tail risk, and idiosyncratic volatility as relevant characteristics of lottery stocks. Using these, we construct a lottery factor representing investors’ risk-seeking behavior. This behavior is an outcome of mis-weighing probability of extreme gains or losses and leads to overreaction to attention-catching events. We augment the Fama-French five-factor model with our lottery factor. Our six-factor behavioral asset pricing framework is found to be an appropriate performance benchmark. Lottery behavior is mainly the result of retail investor actions and is linked to several behavioral biases.

A Quantitative Investigation into The Psychology of Suicide: Understanding Suicidal Ideation to Intervention Among the Young Adulthood in Guwahati

Suicide is a complex public health problem of global importance. Poisoning, hanging and self-immolation (particularly women) were the methods to commit suicide. Physical and mental illness, disturbed interpersonal relationships and economic difficulties were the major reasons for suicide. The vulnerable population was found to be women, students, farmers etc. A social and public health response in addition to a mental health response is crucial to prevent suicidal behaviour in India. The purpose of the study is to find out symptoms that everybody is probable in all likelihood to self-injure, and to prevent suicidal behavior among young adults. For the research simple Random Sampling Technique has been used to collect the data, of 100 participants with the help of Google Forms. The proposed research will be quantitative in nature. The purpose study’s main focus will be fieldwork based on quantitative surveys as well as the descriptive exploratory method. Members who shape the goal class were selected for the use of the questionnaires (18-25 years old). The overall pattern for this observation will encompass a hundred respondents from the city of Guwahati, 100 of whom will be male and one hundred of whom might be a lady. The resulting finding of standard deviation is 7.17 which means 45% of participants had moderate to high levels of suicidal ideation and 55% of participants had low levels of suicidal ideation.

The Impact of Quick Commerce on Consumer Behavior and Economic Trends in India: A Systematic Review

The rapid growth of e-commerce in India, driven by technological advancementsand increased internet penetration, has significantly influenced consumer behavior and economic trends. Quick commerce (q-commerce), a subset of e-commerce focusing on rapid delivery of goods, has emerged as a significant part of e-commerce. Q-commerce's impact extends beyond convenience; it reshapes consumer expectations and behaviors. Factors such as perceived benefits, socio-demographic influences, social pressures, and ease of use drive consumer engagement. The appeal ofquick delivery, combined with secure transactions and comprehensive service quality, improves consumer satisfaction and loyalty. However, challenges such as regulatory hurdles, infrastructure limitations, and intense competition persist. Addressing these through strategic planning, innovation, and government support is crucial for sustained growth. The economic implications of q-commerce are insightful. It attracts significant investment, stimulates market expansion, and transforms retail landscapes. Despite the potential, qcommerce businesses face sustainability challenges, including high operational costs, traffic congestion, and environmental impact. This systematic review expounds how q-commerce influences consumer behavior in India, offering insights for stakeholders to navigate this continuously changing environment and take advantage of the opportunities. Understanding these changing aspects is critical for informed decision-making and maintaining a competitive edge in the rapidly evolving q-commerce sector.