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Brand extensions and cross-cultural effect on their acceptance

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  • R.K. Srivastava

Abstract

India being a melting pot of cultures, offers a diversified market, making it difficult for marketers to understand. The objective of this study is to examine whether cross-cultural differences exist in consumer perceptions of the various attributes in brand extensions. A survey was conducted to study the impact of cultural differences on brand extensions in the Indian scenario. There is variation in the responses of consumers of various regions for Indian and Foreign brand preferences as per this study. There also exists variation in response for influence of culture and tradition on brand purchase region wise. Cultural differences will exist in the rupee amount consumers would expect to pay for each product/brand extensions in India. This could be due to more analytical and income level of the region. With regards to colour, it was found that it was dependent on region and cultures of the respondents.

Suggested Citation

  • R.K. Srivastava, 2009. "Brand extensions and cross-cultural effect on their acceptance," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 2(4), pages 408-422.
    • Handle: RePEc:ids:ijicbm:v:2:y:2009:i:4:p:408-422
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