Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era

Abstract

This article seeks to demonstrate the importance of the integration of specific cultural traits of Indian consumers on their buying behaviour. It offers better and more comprehensive insights into the factors that affect the buying behaviour of Generation X, Y and Z consumers. Through a conceptual framework, this article tries to bridge the gap between the Indian consumers’ perceptions and their actual buying behaviour. The study reported in this article also identifies the ‘influencers’ and ‘intermediaries’ of consumer behaviour for Generation X, Y and Z consumers. Participation and observation techniques were used to collect data from 14 Indian consumers. The analysis of data offered new empirical insights into Indian consumers. This article puts forward a conceptual framework of the impact of Indian culture on consumer behaviour for two settings—modern and postmodern era—that can be used by management practitioners for formulating their strategies regarding their product and promotion.