Indian Millennials Research Articles

Millennial’s Tide Over the COVID-19 Crises: Buying Behavior of Indian Millennial’s Post-COVID-19 Crises

The COVID-19 pandemic had a catastrophic effect on the economies of the world. The COVID-19 crises had a huge impact on the way in which buying and selling is done. Complex consumer buying behavior became all the more unpredictable. For most companies, the pandemic had created a situation for innovation like never before. Generation Z (Gen Y) and generation Z (Gen Z) were the most affected segments during the turmoil. These generations are experiencing a roller-coaster ride. These cohorts were fast in adapting to the new challenges arising out of the COVID-19 upheaval. Gen Z had to attend online classes, while Gen Y was either attending online classes or those with jobs were working from home. Purpose: This article makes an attempt to understand the impact of COVID-19 on the buying behavior of the Indian millennials and to know the major sectors of the Indian economy which were exorbitantly influenced by them. Methodology: The research article is based on secondary data obtained from leading financial dailies, news reports observations and discussions with acquaintances. Findings: The research study hopes to shed light on the repercussions of the COVID-19 pandemic on the buying habits of the young generation in India. It will act as a beacon for companies to develop marketing strategies that are in congruence with the mindset of the millennial. Successful business models can be worked out keeping the millennial as the focus. Originality: The research is genuine and creatively inscribed; it visualizes the researchers’ speculation about the situation

Motivations to buy organic food in emerging markets: An exploratory study of urban Indian millennials

A broad literature indicates two primary motives for consumers using organic food, a concern for health and a concern for the environment. Surprisingly, there is far less research examining the relationship between motivation and its principle antecedent, consumer perceptions of organic food. The purpose of this research is to explore the relative perceptual profiles of organic food consumers who buy out of concern for their health and for the environment, respectively. Organic food consumption in emerging markets is currently growing faster than it is in Western markets. We survey a set of urban Indian millennial organic food users as representative of organic food users in emerging markets generally, and as drivers of a burgeoning organic food market in India, which has a huge millennial population, to determine their relative perceptions of organic food in a multi-attributed manner, according to their primary reasons for buying and consuming it.These results confirm the primacy of health and environmental motives among urban Indian millennial organic food users, and show that those who buy organic food primarily for their health are pragmatic types mostly concerned about performance and utility, whereas, those who buy primarily to help the environment are social individuals mostly concerned about their appearance to others. Interestingly, results also indicate an inverse relationship between consumers’ attitude toward organic food and their intention to buy it, suggesting that those consumers who use organic food for health reasons have a greater affinity for organic food, but those consumers who use it for environmental reasons are less price sensitive and more prone to actually buying it. Theoretical and managerial implications are discussed.

Exploring Gen Y Luxury Consumers’ Webrooming Behavior: An Integrated Approach

This study investigates Gen Y luxury consumers’ webrooming behavior. A total of 402 usable responses were collected using questionnaire surveys from the millennials in India. Confirmatory factor analysis (CFA) and PROCESS Macro were run to test the hypotheses. The findings show that the link between perceived usefulness of searching online, perceived ease of searching online, and webrooming intention is significantly mediated by attitude toward webrooming. Results also indicate that online risk perception moderates the association of attitude toward webrooming with webrooming intention. The results of this research will help luxury marketers in formulating effective channel strategies to maximize their reach via both offline and online channels. This study provides several contributions to the luxury marketing and retailing literature by examining luxury consumers’ webrooming intention using an integrated Technology Acceptance Model (TAM)–Theory of Reasoned Action (TRA) framework.

Extending the theory of planned behavior: factors fostering millennials’ intention to purchase eco-sustainable products in an emerging market

Based on the Theory of Planned Behavior model, this exploratory study aims to examine factors fostering millennials’ purchasing intentions toward eco-sustainable products in emerging markets and assess the interrelationship between environmental knowledge, environmental concern, subjective norms, green attitude, and perceived behavior. Data was collected from 446 Indian millennials using convenience sampling. The data were analyzed using the IBM SPSS and AMOS package using exploratory factor analysis, confirmatory factor analysis, and Structural Equation Modeling. The results revealed that environment knowledge, environmental concern, subjective norms, and perceived behavior factors significantly fostered green attitude. Millennial green attitude positively affected purchase intention and influenced millennials’ purchase behavior both directly and indirectly. The study variables had a positive interrelationship, except for subjective norms and perceived behavior. Environmental knowledge and environmental concerns were the strongest determinants of GPI toward GPB.

Autonomous/controlled travel motivations and their effect on travel intentions of Indian Millennials: a mixed method approach

ABSTRACT With the self-determination theory (SDT) as grounding, the current study uses qualitative investigation with twenty-five respondents and a two-stage quantitative validation with 782 respondents, to propose seven travel motivations for Indian millennials. These motivations are knowledge-seeking, escape, sense of accomplishment, experience stimulation, social relationships, destination rewards, and social media compulsion. These motivations are mapped to specific regulations in the SDT and organized into autonomous and controlled motivations. Both autonomous and controlled motivations have a significant impact on travel intentions. A judgemental sample of Indian millennials is drawn from the eligible client-list of a prominent tourism agency used as the sampling frame. The study guides destination managers to position their destinations aligned with the motivations that drive Indian millennials to travel.

SOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS

The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate the brand image in a better way. The study focuses on finding answers to questions like what are the new platforms to reach out to targeted consumers, Reasons for which customers follow a brand on social media? etc. Concepts related to the brand image, traditional media, social media marketing, and lastly branding on social media platforms are introduced and examined in the paper. The experimental part of the study consists of a quantitative survey on Indian millennials and generation Z customers, i.e. in the age group of 15-30 years. The results imply that in general social media marketing methods are more effective and can communicate brand image in a better way than that of traditional media. Also, today’s young generation is more attracted to the brands having a strong social media presence.

Development of a Model for Review Sharing in the Context of Mobile Phone Purchase Amongst Indian Millennials

Online reviews provided important information towards affecting consumers' online shopping behavior. However, little research had been done in India how reviews influence young consumers' online buying behavior and review sharing. Millennials are experimental in nature and also are influenced by peers. The purpose of this research was to study the influence of online reviews on millennials' purchase behavior and study the characteristics. It was carried out in two phases in series (quantitative survey followed by qualitative interviews). The analysis was carried on primary data collected from a sample of 297 millennials with diverse backgrounds through an online survey. Factor analysis was then used in the first phase. Scale development was done to operationalize variables followed by structured equation modeling. A model on online customer reviews (OCR) sharing was developed. ANOVA was used for hypothesis testing. Qualitative findings arrived through content analysis. The research empirically attributed that reviews matter for individuals with distinguishing traits.

Workplace Design Factors, Well-Being, and Ergonomics Training - A Case for Indian Millennial Employee

Ergonomics as a study of the workplace design to enhance business goals like productivity, and employee well-being, also involves adapting jobs and workplace to the worker. Ergonomics aims to provide working environment that minimizes the physical demands on the worker. Optimal workplace performance can be enhanced by incorporating psychological and cognitive aspects of human beings that is the ergonomics /human factor engineering. This study seeks to examine the physical conditions of a millennial employee’s workplace design factors and its impact on employee’s well-being. The ergonomic training will ease the stress amongst employees by informing them about possible harmful effects of incorrect postures and work-habits thereby enhancing employees’ perception of organizational support for employee well-being. This study attempts to understand the millennial employee’s preference for various workplace design factors to achieve their physical well-being. Primary data was collected using semi-structured interviews in a corporate in Delhi region, perception of workplace design and self-reported importance of Ergonomic training for their well-being was collected and analyzed.

Factors Influencing Price Perception for Fashion: Study of Millennials in India

Indians are culturally conditioned to be price sensitive, but do the Indian millennials hold similar price perception for fashion. This paper provides new insights into the price perception of Indian millennials for fashion and is the first to examine the influence of fashion involvement and personality traits viz., self-confidence and public self-consciousness with fashion innovativeness as a mediator and zodiac signs as a moderator on price perception with specific focus on price-quality schema of Indian millennials. A conclusive, descriptive and single cross-sectional research design was used to collect data from Indian millennials using a self-completion questionnaire. The model fit and hypothesized relationships between the variables were assessed using AMOS, a covariance-based structural equation modeling technique. The results indicate a statistically significant relationship between personality traits and price perception of Indian millennials for fashion. The mediating effect of fashion innovativeness was not found. The moderating effect of zodiac signs was observed. This study contributes to the understanding of the price perception of Indian millennials and brings to light a new dimension of the moderating role of zodiac signs. The results provide valuable inputs to the marketers in designing their marketing strategies.

Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies

ABSTRACT With growing awareness about the self, consumers are increasingly becoming conscious of the role of fashion clothing in enhancing and communicating their self-image. They seek to portray their self-image through an outward display of fashion style that is congruent to their concept of self. Consumer’s congruity however can be formed with both actual and ideal self. Recognizing this fact, the present study investigates the comparative impact of actual and ideal-fashion self-congruity on fashion consciousness and status consumption tendencies of millennials in India. The study also probes into the mediating role of fashion consciousness between the relationship of actual/ideal fashion self-congruity and status consumption. Using a sample of 751 millennials, the study confirms that ideal fashion self-congruity is a stronger predictor of fashion consciousness and status consumption in comparison to actual fashion self-congruity. In fact, actual fashion self-congruity did not have any significant impact on the two dependent variables. Additionally, the results of the study also point towards the mediating role of fashion consciousness between the relation of ideal fashion self-congruity and status consumption. The study points towards some notable implications for marketers of branded fashion wear by signifying the importance of the ideal-self in consumer decision-making process.

Millennials and Generation Z: a generational cohort analysis of Indian consumers

PurposeYoung consumers are recognized as an important and lucrative segment for the businesses across the globe. While initial steps have been taken to understand them, majority of the existing works consider both Millennials and Generation Z as a single and homogeneous market segment. The purpose of this study is to explore the consumer decision-making styles which are prevalent among Indian Millennials and Generation Z e-shoppers, and how significantly they differ from one another on each of those decision-making attributes.Design/methodology/approachThis exploratory study used the generational cohort theory (GCT) as a framework. The psychographic statements (Questionnaire items) employed were adopted from several past researches on store orientation and catalog orientation, and they were rephrased to suit to the context of Indian online shopping. The principal components factor analysis with promax rotation has been used to unearth the underlying decision-styles among 503 survey participants. Subsequently, the ANOVA model was run to examine the mean differences between the cohorts.FindingsThe factor analysis has revealed that frugality (Price), convenience (Home) and social desirableness are the most dominant shopping orientations (decision-styles) that prevail among Indian (Millennials and Generation Z) online shoppers though in varying degrees. The probing of ANOVA results suggested that, though both the cohorts favor e-shopping, Generation Z are more enthusiastic about online shopping than their Millennial counterparts do.Practical implicationsThough Generation Z and Millennials share few characteristics between them, they exhibit different consumer behaviors. Marketers need to customize their value offerings and marketing communications that resonate well with each generational cohort.Originality/valueAlmost all the existing research works that have been conducted so far on generational cohorts are from Western and European countries and one could confidently say that those findings cannot be applied for the developing nations such as India which is a complex and diverse country in terms of its language, custom, religion and practices with troublesome pasts. Moreover, this is the first empirical work to be conducted to unearth the generational differences that exist between Generation Z and Millennials to the best of authors' knowledge.

Moderating effect of self-efficacy and social influence on e-payments adoption among Indian millennials

Indian economy is aiming to achieve $1 trillion of economic value from the digital economy by 2025 with the help of increased infrastructure and digital adoptions. Inspired by TAM and UTAUT2 models, our study aimed at testing the moderating effect of self-efficacy (SE) and social influence (SI) on e-payments adoption among Indian millennials using primary data. It was found that PEU and security are positive and significant, both SE and SI have a moderating effect with security and PEU respectively and multi-group analysis gave more interesting insights on this. The findings are highly useful for managers, app designers and policymakers to increase the e-payments adoption, and thereby it helps India to become a cashless economy.

Moderating effect of self-efficacy and social influence on e-payments adoption among Indian millennials

Moderating effect of self-efficacy and social influence on e-payments adoption among Indian millennials

How Twitter advertising influences the purchase intentions and purchase attitudes of Indian Millennial consumers

How Twitter advertising influences the purchase intentions and purchase attitudes of Indian Millennial consumers

MILLENNIALS’ INTENTION TO WEAR FACE MASKS IN PUBLIC DURING COVID-19 PANDEMIC

Many studies in the wake of the COVID 19 pandemic have shown that millennials are reluctant to wear face masks while they are out in public. This poses serious threats to the community, especially to the vulnerable population with comorbidities. Addressing this issue, this study examines the effectiveness of a self-interest statement, collective interest statement, and legal enforcement statement in motivating millennials to wear a mask in public. This study collected data through online survey from Millennials in India and uses a t-test with Welch Approximation to compare the results of the three statements with a control text. The results show collective interest statement was more effective in motivating millennials to wear masks. Reflecting on this finding, the study proposes that authorities and media could frame their advertisements, campaigns and awareness programmes by emphasizing the health of family and friends to motivate millennials to wear face masks in public

Muslim Gen Yers in India: A Qualitative Analysis

Millennials are the most widely studied generational cohort who are often stereotypically described as a bunch of over-demanding, highly entitled, individuals who want everything here and now. Considering that generations are shaped by a multitude of socio-cultural factors, the present study explores the psyche of Millennials in India. The aim of this exploration is to discover the extent to which generational stereotypes represent Indian Millennials. Using Stryker’s Structural Symbolic Interactionism approach, the investigation conceptualizes stereotypes as social constructions and seeks to identify the socio-historical factors involved in their creation. Since Muslims are at a greater risk of communal stereotyping, the study focuses only on Muslim Millennials and attempts to accentuate the intersectionality of two disadvantaged identities (generation and religion) in order to better explain the participants’ lived experiences. Inferences are drawn from the interpretative phenomenological analysis of six semi-structured interviews, conducted with Indian Muslim Millennials. This analysis yielded four superordinate themes viz. Parental Role and Expectations, Technology, Multiplicity of selfhood, and Polarized Community Relationships which have been discussed in the light of existing theories and research.

Millennials Green Consumption Behavior and Its Linkage to Firms Marketing Competitiveness: Findings From Select Study in Uttarakhand

The pursuit of economic growth has led to severe damage to the environment. Over-exploitation of natural resources has had a significantly negative impact on the environment. Awareness of the destruction of natural resources resulting from human activities has raised the issue of environmental protection and environmental consciousness. The growing consciousness towards an environmental breakdown and climate change has necessitated the need for green consumption and the sustainability of resources. The adoption of green consumerism will not only address environmental and ecological issues but will also help firms to improve their performance and productivity by efficiently using resources and cutting down wastage. Therefore, the current study aims to explore the factors that shape the purchase intention of millennials in India. The four antecedents namely: subjective norm, perceived behavioral control, perceived value and attitude have been taken as an endogenous variable in the study. The structural equation modeling (SEM) has been used to test the proposed hypothesis in the study. The data were collected using systematic random sampling and a total of 500 respondents were approached to obtain the desired information. All hypotheses were found to be significant except for perceived behavioral control. The findings of the study will enrich marketers’ understanding of young consumers’ intent to buy green products. These findings may further provide insights to managers and policymakers to enhance the performance of firms.

Luxury rental purchase intention among millennials—A cross‐national study

AbstractIn the last few years, a radical shift has been observed in luxury consumption behavior, particularly in millennials who are increasingly inclined toward sustainability. There has been a tremendous rise in demand for services providing a non‐ownership model of consumption. However, hardly any study has focused on exploring the consumption behavior of the millennials for luxury fashion goods in the context of sharing economy. Hence, this research aims to examine the key drivers that affect millennials attitude and purchase intention of luxury fashion on rent. Data were collected via mall‐intercept questionnaire survey method from millennials in India and United Arab Emirates (UAE) who aspired to consume luxury fashion goods on rental basis. Statistical tests, including confirmatory factor analysis, multi‐group analysis, and structural equation modeling, were applied for data analysis. Furthermore, an integrated conceptual model based on self‐determination theory and theory of reasoned action is proposed to examine the key driving motivators that affect millennials' attitude and purchase intention of luxury fashion on rent in the UAE and India. The results reveal that significant differences exist across the nations. Experience value and identity projection value had a higher impact on UAE citizens than Indians. The current study is a pioneer study that attempted to understand the young consumer's attitude and purchase intention for luxury fashion rental consumption and examine differences and similarities of millennials across nations.

Intentions to use travel eWOM: mediating role of Indian urban millennials’ attitude

PurposeThis study aims to examine the impact of electronic word of mouth (eWOM) on behavioural intentions of Indian urban millennials to use it when they book travel. The eWOM has been measured on the basis of four dimensions, namely, perceived credibility, quality, quantity and completeness. eWOM attitude is studied as a mediator.Design/methodology/approachThe study first applies a confirmatory factor analysis to gauge validity and reliability. Then structural equation modelling was applied to test the research hypotheses after collecting responses from 288 Indian millennials from six North Indian cities. Mediation has also been examined using the bootstrapping method. The quality of the data was assured by Harman’s single-factor test.FindingsThe study reveals that millennials’ eWOM attitude fully mediates its perceived quality and its usage intentions at the time of booking travel. However, this mediation effect is partial with respect to other components of eWOM, namely, perceived credibility, perceived quantity and perceived completeness.Practical implicationsIndia has the largest millennial population (440 million) in the world out of which 33% live in urban cities. Hence, it becomes imperative for travel marketers to understand the attitude of millennials’ towards eWOM, shared on social media. They should understand that millennials prefer eWOM in social media over traditional advertising for fulfilling their informational needs. Therefore, by apprehending the impact of recipients’ perception towards various components of eWOM on their behavioural intentions to use it, market practitioners can design superior marketing campaigns that will help them to gain maximum in the changing business landscape.Originality/valueThe study is unique in the sense that to date no study to the limited knowledge of the researchers has investigated the attitude of Indian millennials towards eWOM on social media as a mediator to comprehend their behavioural intentions to use travel reviews when they book travel.

Cause-brand association (CBA): An empirical investigation into millennials in India

A cause-brand association (CBA) is a marketing strategy wherein a brand integrates a social cause, and aims to achieve both social as well commercial objectives. Millennials are often described as a socially-conscious age cohort. The objective of the study was to empirically examine millennials' responses towards the strategy of CBA. A sample of 622 respondents has been analysed using Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The results of the study revealed that attitude towards CBA influences millennials' purchase intentions (PI), behavioural intentions towards the cause (BI) and social media intentions (SMI). Moreover, there is a positive effect of SMI on PI, and BI on PI, which offers an alternative way to enhance purchase intentions. Likewise, the impact of SMI on BI also presents an unconventional way to enhance support for the cause. The study highlights practical implications for marketing managers, non-profit organisations (NPO) and academicians.