What is it about?
The current study is an attempt to analyse the consumer behaviour of young customers towards the Indian made products. The results clearly indicate that young consumers are rational decision-makers as price and quality still influence their decision making.
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Why is it important?
Constructs like ethnocentrism and country of origin equally dominate the final purchase decision. Young customers get attracted to India made products and do consider them in their choice sets.
Perspectives
The study provides researchers in understanding the role of country of origin in shaping consumers' perceptions, preferences and buying. It also lends further support to retailers in understanding the need of dealing with technology-savvy customers who are leading to high cross-shopping phenomenon.
Dr. Sahil Singh Jasrotia
International Management Institute
Read the Original
This page is a summary of: Do young consumers buy country made products Evidence from India, International Journal of Management and Enterprise Development, January 2020, Inderscience Publishers,
DOI: 10.1504/ijmed.2020.10032699.
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