PLC in Terms of Effect of Cross Culture in Acceptance of Brands in India

All products have a product life cycle. In the product introduction or early stages, the product is a problem solution and prices are high, margins are high and order volumes are low. As acceptance of the product grows, the prices and margins start to come down while order volume increases. Globalization is an inevitable process in the 21st Century, and so is the cross-culturalization. On the one hand, the world is becoming more homogeneous, and distinctions between national markets are not only fading but, for some products, will disappear altogether. However, on the other hand, the differences among nations, regions, and ethnic groups in terms of cultural factors are far from distinguishing but become more obvious. Product Life Cycle, hereafter referred to as PLC is an important concept and method for any entrepreneur and setup in terms of understanding the performance or acceptance of the product in the target market. It also supports the understanding in terms of requirements steps required to be taken in the order of better positioning of the product. Whether a business owner, product manager or market manager, step back from the pressure of monthly goals, quarterly objectives and annual budgets: It enhances a long hand look at how to increase profitability and ROI over the life of the product, brand or industry. This study examined the effect of cross culture on acceptance of brands in India. It used a sample of 70 women residing in Mumbai, Maharashtra, varying in age groups 15 to 55. To provide our study with a quantified conclusion we have utilised statistical tool in terms of chi-square test. Our study indicated a definite impact of cross culture on the acceptance of brands in India. We offer theoretical implication of our study and suggest further research directions in the importance of cross culture study in India