Cyber Times International Journal of Technology & Management

Increasingly consumer shopping behavior is being seen from the holistic perspective of the entire shopping experience. The experiential view of shopping takes a far more holistic approach to the consumption process, right from involvement to post purchase usage, and incorporates the hedonistic perspective into the existing, primarily cognitive rational information processing view of consumption. Hedonic shopping value refers to the sense of enjoyment and pleasure that the consumer receives from the entire buying experience associated with shopping leading to customer delight. This value perception could vary depending on individual shopping orientations, the cultural orientations as well as the economic and competitive environment in which the consumer shops.

The world economy is becoming increasingly cross-cultural. As marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both marketers and consumers. With a current border-thinning global economy, consumers around the world have been increasingly exposed to foreign products, giving them more buying choices. However, a border-thinning global economy means intensified foreign competition for domestic manufacturers in attracting and keeping local buyers.

This study shows the importance of Indian consumer attitudes towards products and classes of products in determining purchase behaviour, the bias of consumers towards domestic goods. This paper also attempts to explore the attitude Indians harbour towards consumption of domestic vis-à-vis foreign goods. The data from the study suggests tendency towards ethnocentrism that exists in Indians, which offers a vital clue to marketers for launching the products in their country of origin.