Please use this identifier to cite or link to this item: http://hdl.handle.net/10739/5138
Title: Foreign product preference among Indian consumers: the role of product reviews, word of mouth and quality of shared information
Authors: Lohan, Amanish
Ganguly, Anirban
Kumar, Chitresh
Talukdar, Asim
Keywords: Foreign product preference
Indian consumers
Product review
Word of mouth
Foreign apparel brand
Information quality
Issue Date: 25-Aug-2021
Publisher: Journal of Information and Knowledge Management, World Scientific, USA
Citation: Lohan, A., Ganguly, A., Kumar, C., and Talukdar, A. (2021). Foreign product preference among Indian consumers: the role of product reviews, word of mouth and quality of shared information. Journal of Information & Knowledge Management, 20(04), e.2150048.
Abstract: Decades post 1990 have seen rapid globalisation and technological advancement in the field of e-commerce, exposing consumers in emerging economies to an earlier unavailable wider range of foreign products and brands. Although the preference for both foreign and domestic products largely depends on consumer biases, studies show that shared information can influence consumer decision-making. This study aims to investigate the Indian consumers’ intentions towards foreign brands for apparel products. Using the theoretical foundation of the Theory of Planned Behaviour (TPB) and Social Exchange Theory (SET), the collected primary survey of 204 Indian consumers across a single product category (apparel) was analysed using Structural Equation Modelling (SEM). The study determined that both “product reviews” and “informal word-of-mouth” discussions have a positive and significant impact on consumer’s preference towards foreign brands. Further, the quality of information shared also plays a significant role in foreign brand preference. We also found evidence that an increase in income positively influences behaviour, however, the level of education has a negative influence. The findings of the study might serve as a roadmap for any foreign apparel brand looking to establish itself in an emerging market like India.
URI: https://doi.org/10.1142/S0219649221500489
http://hdl.handle.net/10739/5138
Appears in Collections:JGU Research Publications

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