Culture plays an important and complex role in shaping consumer behaviour. This article attempts to appraise the role of culture in determining consumer behaviour of the aboriginal Tripuri tribes. Cultural aspects are measured by three globalization-linked cultural dispositions: cosmopolitanism...

Seeking status and national symbols during consumption is an established phenomenon for the consumers of developed nations. The role of these constructs in consumption behaviour for transitional economies needs more empirical evidence. This research is an attempt to assess the role that consumer...

In the era of globalization and technological advancements, ethnic identity (EID) is creating both opportunities as well as challenges for domestic and international marketers in formulating suitable marketing and branding strategies. This study attempts to investigate the role of EID in shaping...

•Individuals' interpretation of the world (i.e., self-construal) influences their consumption decisions including status consumption; however, it is under researched.•This study investigates the effects of self-construal on the intention for status consumption through a moderated mediation...

The paper is studied the association between various demographic factors and ethnocentric tendencies of consumers of Tripura. However the study further divided the consumers in to rural/urban as well as tribal/non-tribal. CETSCALE has used for the study. It is confirmed from the study that...

Growth for firms in India requires more and more penetration into the rural markets as urban markets in India are witnessing stagnation. Generalizing urban consumer research findings to formulate rural market strategies may not pave way for rural penetration. Firms need more and more rural...