MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Consumer Behavior & Market Research

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

  1. Samuel S Mitra
  2. Peter Arockiam. A
  3. Milton Costa
  4. Priyadarshini Rasquinha
  5. Aparajita Hembrom
  6. Ruby Mary Notts

Abstract

It is a fact well documented that the sudden discernible upsurge in the disposable income of theIndian consumers has increased their proclivity towards a more luxurious modus vivendi. Consumersare always in the quest to elevate their standards of living which has brought about a seismic shift intheir daily modus operandi. One such exemplification would be the binge watching behaviour whichhas been observed amongst Indian consumers especially during the tough period of quarantines. TheIndian consumers have shown great interest in watching web series over the last couple of years. Inthis context, American web series has gained prodigious popularity especially among the Indianyouths and has sneaked into the lives of millions, even altering the habits, attitudes and behaviour ofsuch people. Such attitudes and behaviour generated from watching web series are also said totrigger mass purchases of products that gets featured in the web series. The current research study isattempted at probing into the perception of Indian consumers towards American products as a resultof watching American web series.

Keywords

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