The purpose of this study was to test Indian consumers' purchase behaviors of foreign brand jeans using the proposed research framework. Two existing models form the theoretical framework to analyze Indian consumers' actual purchase behaviors of foreign brand jeans. To analyze the proposed research hypotheses, SPSS 15.0 and structural equation modeling (SEM) using LISREL 8.8 were used. Of the six hypotheses proposed, five were supported in the structural equation modeling analysis. Overall, attitude and perceived behavioral control had a positive effect on purchase intention. However, no relationship was found between face saving and subjective norm or between face saving and purchase intention. Also, no relationship was found between purchase intention and actual purchase, as hypothesized.Seventy percent of Indiaa#39;s citizens are less than 36 years old, and the country is home to 20% of the worlda#39;s population under the age of 24 (Sinha, 2005). Young Indian urbanites are willing to drive Ford cars, brush with Colgate toothpaste, wear Levia#39;s jeans, and dance to hip-hop ... Indians have been stereotyped as deeply spiritual people who reject materialistic values, but this stereotype no longeranbsp;...
|Title||:||Indian Consumer Purchase Behavior of Foreign Brand Jeans|
|Publisher||:||ProQuest - 2007|