The Indian Consumer Experience: Shopping Behavior and the Involvement Construct
Indian consumer research is an emerging body of work. The current economic status of India has opened possibilities for the materialization of a new middle-income class, both in urban and in rural society (Khare, 2012). This has slowly evolved as a large generation of young individuals has sought better education to become professionals. In addition, a growing number of women are joining the workforce, increasing the number of dual-income family households (Kaur & Singh, 2007).
Keywords: Indian Consumers, involvement, Shopping Behavior
How to Cite:
Kinley, T. R. & Josiam, B. M. & Dutta, K., (2014) “The Indian Consumer Experience: Shopping Behavior and the Involvement Construct”, International Textile and Apparel Association Annual Conference Proceedings 71(1).