âConsumer Perceptions of Global and Local Brands in the Indian ...
âConsumer Perceptions of Global and Local Brands in the Indian ...
âConsumer Perceptions of Global and Local Brands in the Indian ...
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efer to acculturation asone <strong>of</strong> <strong>the</strong> components <strong>of</strong> amore general construct,cultural <strong>in</strong>terpenetration,which <strong>in</strong>cludes <strong>the</strong>bidirectional l<strong>in</strong>ks betweenimmigrants <strong>and</strong> <strong>the</strong>ir hostcultureSelf Identity Burgess, 1999 Individuals want to makeMaterialismInglehert, R. (1994)“Economic Security <strong>and</strong>Value Change”, TheAmerican Political ScienceReview,sense <strong>in</strong> <strong>the</strong> <strong>in</strong>creas<strong>in</strong>glycomplicated world <strong>and</strong> oneway <strong>of</strong> do<strong>in</strong>g this is from<strong>the</strong> shift to social identity,<strong>the</strong> categorisation fromwhich <strong>the</strong>y belong to <strong>and</strong>to be recognised as part <strong>of</strong>a person’s basic sense <strong>of</strong>economic <strong>in</strong>security isformed dur<strong>in</strong>g childhood.If a person experiencedaffluence <strong>and</strong> economicstability as a child, later<strong>the</strong>y will pay less attentionto economic concerns <strong>and</strong>allocate more attention tohigher order needs, such asself-actualisation,freedom <strong>and</strong> quality <strong>of</strong>Consumer perceptions <strong>of</strong> <strong>Global</strong> <strong>and</strong> <strong>Local</strong> Br<strong>and</strong>s <strong>in</strong> <strong>the</strong> <strong>Indian</strong> retail Industry 33life.Rich<strong>in</strong>s. M, <strong>and</strong> Dawson.R, (1992), “A Consumer materialist tend to judge
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