Relationship between situational variables and purchasing in India and the USA

Relationship between situational variables and purchasing in India and the USA Explores the universality of Belk’s concept of situational variables in their relationship with consumer purchase within two different cultures. Considers the relationship of five empirical dimensions with two measures of consumer purchase behaviour. The five empirical manifestations of the situational variables were included in surveys conducted in India and the USA. The empirical dimensions of the situational variables (frequency of shopping visit; the usual time of day for shopping; travel time; time spent; and number of companions) were all statistically significant when comparing India and the USA with respect to shopping behaviour (purchase of food or beverage and purchase of other products). Includes examples of how marketers might influence consumer situations within the Belkian framework in order to modify purchase behaviour. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Relationship between situational variables and purchasing in India and the USA

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651339610151890
Publisher site
See Article on Publisher Site

Abstract

Explores the universality of Belk’s concept of situational variables in their relationship with consumer purchase within two different cultures. Considers the relationship of five empirical dimensions with two measures of consumer purchase behaviour. The five empirical manifestations of the situational variables were included in surveys conducted in India and the USA. The empirical dimensions of the situational variables (frequency of shopping visit; the usual time of day for shopping; travel time; time spent; and number of companions) were all statistically significant when comparing India and the USA with respect to shopping behaviour (purchase of food or beverage and purchase of other products). Includes examples of how marketers might influence consumer situations within the Belkian framework in order to modify purchase behaviour.

Journal

International Marketing ReviewEmerald Publishing

Published: Dec 1, 1996

Keywords: India; National cultures; Purchasing techniques; Shopping; USA

References

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