The Impact of Culture on Brand Personifications and Consumer’s Purchase Intentions of the Brand
Main Article Content
Abstract
A study of the Pan-European countries reveals differences in consumer behavior due to cultural differences among nations. India is similar to pan-European countries with myriad cultures and sub-cultures co-existing. One would like to know whether cultural differences exist amongst various ethnic populations in India and whether that influences consumer behavior. In particular, the study will ascertain the differences between female consumers of India and those who buy cosmetics products for themselves. Further, it would infer whether brand personifications of different culturally diverse Indian consumers vary from one part of the country to the other. Lastly, it will explore how the culture and sub-cultures of India are rooted in Hinduism or other religious practices in the country. Do Hindus from different parts of the country have brand personifications similar to the ones portrayed in cosmetics advertising? For this purpose, Hofstede’s six cultural dimensions, their relationship to brand personifications of Indian consumers, and their influence on consumers’ purchase intentions will be studied. This will help formulate brand positioning strategies for cosmetic brands in India due to cultural differences, family life cycle stages, Religious beliefs, language differences, Individual differences, and Differences in food consumption habits. The scope of the study is to find out how the role of culture, brand personifications, brand usage, brand awareness, attitudes to advertising, and attitudes to branding, along with demographic variables, affect the purchase intentions of Indian female consumers for cosmetics. Operationalize Hofstede’s six cultural dimensions and how they are related to brand personifications of Indian female consumers. Contrast differences in purchase intentions of female consumers in India based on the abovementioned characteristics and similar demographic variables