Beyond the Global Brand: The Duality of Consumer Ethnocentrism and Cosmopolitan Fashion Preferences Among Young Indian Consumers

vStructured Abstract: Purpose: This study investigates the shopping behaviours, demographics, and cosmopolitan tendencies of college-going youth in Bengaluru, India, during the back-to-college season. experiences significantly influence such purchases. Originality: This study contributes to a deeper understanding of the consumption behaviour of a specific youth segment in India during a crucial retail period. It highlights the interplay between consumption, cosmopolitanism, consumer ethnocentrism, and purchase decisions. Practical implications: Marketers can leverage these insights by: Highlighting status and prestige associated with products Emphasizing global trends and multicultural aspects in promotions Creating enjoyable and stress-relieving shopping experiences Keywords: Consumer behaviour, back-to-college shopping, cosmopolitanism, status products, consumer ethnocentrism, hedonic consumption experience, marketing