1 publication

• Published Ahead of print Open access Article 12 May 2023

  Correlates of American Web Series with Product Preference: Patterns of Influence on Indian Consumers

  By Samuel S. Mitra, Peter Arockiam. A, Milton Costa, Priyadarshini Rasquinha, Aparajita Hembrom, Ruby Mary Notts

  Abstract: It is a fact well documented that the sudden discernible upsurge in the disposable income of the Indian consumers has increased their proclivity towards a more luxurious modus vivendi. Consumers are always in the quest to elevate their standards of living which has brought about a seismic shift in their daily modus operandi. One such exemplification would be the binge-watching behaviour which has been observed amongst Indian consumers especially during …

  Published in NOLEGEIN Journal of Consumer Behavior & Market Research · pp. 23–31 Read article →