Consumer Behavior
Authors: Tammy R. Kinley (University of North Texas) , Bharath M. Josiam (University of North Texas) , Kirti Dutta (Usha & Lakshmi Mittal Institute of Management)
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).