Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Sep11-Article3-Assessment of Influence of Materialistic Values On Consumption Innovativeness
- Price : 80.00
- Published on September 1, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Materialism has been a widely debated issue, in both oriental as well as occidental communities. The present study was aimed at an examination of the relationship between the hedonic value of materialism and the consumer behaviour parameter of consumption innovativeness through extensive literature review, as well as through empirical investigation by calculating zero-order correlation. Materialism was measured using the Richins and Dawson (1992) scale, whereas, consumption innovativeness was measured using the Hirschman (1981) scale, modified through factor analysis to fulfill the objective of the present study. The study revealed that there is a strong and significant possibility that the Indian consumers having greater materialistic tendencies would exhibit higher consumption innovativeness. The utilitarian value of the study for the industry is in the area of market segmentation, new product development and diffusion of innovation.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.