Decoding Indian Consumer Behaviour Toward Global Electronics Brands: A Cross-Cultural Analysis

Abstract

The growth of global electronics brands in India has reshaped consumer preferences, with rising incomes and digital exposure increasing openness to international products. Yet, traditional cultural values continue to guide purchase decisions. This study investigates how collectivism, power distance, uncertainty avoidance, and traditional mindset influence consumer perceptions and buying intentions, alongside the effects of perceived brand globalness, brand familiarity, social influence, and trust. Data from 100 respondents were analyzed using descriptive statistics, reliability tests, correlation, and regression. Findings reveal that collectivism strongly drives purchase intentions, while perceived brand globalness and familiarity enhance trust and aspirational appeal. Social influence, particularly via online platforms, significantly affects younger consumers. The study highlights the need for glocalized strategies, culturally aligned branding, and robust digital engagement for global electronics brands in India.