Zusammenfassung
India’s tradition of luxury goes back in time when the maharajas were connoisseurs of luxury. They always satiated themselves with beautiful and handcrafted products. After independence in 1947, the country having taken the socialist route, the industrialist families still continued to engage with luxury products. Post the economic reforms in 1991, the Indian consumer has seen a significant increase in income across levels. And over the next decade, India is likely to experience the largest growth in total millionaire wealth. So today, it is no surprise that in the luxury market place, amongst Asian countries, India is being considered as a “promising territory for the future and a long-term player”.
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
Literatur
Ablett, J./Baijal, A./Beinhocker, E./Bose,A,/Farrell, D./Gersch, U./Greenberg,E./Gupta, S./Gupta, S. (2007): The “Bird of Gold ”: The Rise of India’s Consumer Market. Executive summary. Business, May 2007.
Askegaard, S./Kjeldgaard, D. (2002): The water fish swim in? Relations between culture and marketing in the age of globalization’’, in: Knudsen, T., Askegaard, S. and Jorgensen, A.N. (Eds), Perspectives on Marketing Relationship, Thompson, Copenhagen, pp. 13-35.
Banerjee S. (2008): Dimensions of Indian culture, core cultural values and marketing implications, in: Cross Cultural Management: An International Journal Vol. 15 No. 4, pp. 367-378.
Chadha, R./Husband, P. (2007): The cult of the luxury brand. Inside Asia’s love affair with luxury. London: Nicholas Brealey International.
Chaudhuri, H. R. (2006): Of Diamonds and Desires: Understanding Conspicuous Consumption from a Contemporary Marketing Perspective, Academy of Marketing Science Review.
Eng, T.-Y./Bogaert, J., 2010: Psychological and cultural insights into consumption of luxury western brands in India, in: Journal of Customer Behaviour,Emphasis>Vol. 9 No. 1, pp. 55-75.
Heisley, D. D./Cours, D. (2007): Connectedness and worthiness for the embedded self: A material culture perspective”, Consumption, Markets and Culture, Vol. 10, No. 4, pp. 425-450.
Hofstede, G. (1980): Culture’s consequences: International differences in work-related values. Newbury Park, CA: Sage.
http://www.clearlycultural.com/geert-hofstede-cultural-dimensions/power-distance-index.
India Luxury Review 2011- A CII-AT Kearney Report
Jaffer, A. (2006): Made for Maharajas: A Design Diary of Princely India
Kurien, C.T. (1995): Aspects of India’s Economy. New Delhi: Orient Longman
Maheswaran, D./Sharon, S. (2000): Issues and new directions in global consumer psychology, in: Journal of Consumer Psychology, Vol. 9 No. 2, pp. 59-66.
Mankekar, P. (1999): Screening Culture, Viewing Politics. An ethnography of television, womanhood, and nation in postcolonial India. London. Duke University Press.
Ramesh Kumar ,S. (2009): Consumer Behaviour and Branding : Concepts, Readings and Cases.
Suh, T./Kwon, I.-W. (2002): Globalization and reluctant buyers, in: International Marketing Review, Vol. 19 No. 6, pp. 663-80.
Vadukut, S. (2011): National Treasure, Mint Indulge, Mint, p.5
Wiedmann, K. P./Hennigs, N./Siebels, A. (2007): Measuring consumers’ luxury value perception: a cross-cultural framework, in: Academy of Marketing Science Review, Vol. 11, No. 7, pp. 1-21.
Zhang, Y./Neelankavil, J. P. (1997): The influence of culture on advertising effectiveness in China and the USA, in: European Journal of Marketing, Vol. 31, No. 2, 131–149.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Dave, K., Dhamija, G. (2013). Luxury Buying Behaviour and the Role of Culture: An Indian Context. In: Wiedmann, KP., Hennigs, N. (eds) Luxury Marketing. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4399-6_9
Download citation
DOI: https://doi.org/10.1007/978-3-8349-4399-6_9
Published:
Publisher Name: Gabler Verlag, Wiesbaden
Print ISBN: 978-3-8349-4398-9
Online ISBN: 978-3-8349-4399-6
eBook Packages: Business and EconomicsBusiness and Management (R0)