Cross-Cultural Consumer Research in India:

With the emergence of India as a world market, the importance of understanding its consumer activities has become critical. This paper examines current literature addressing cross-cultural consumer research. Specifically, consumer research in demographics, psychographics, decision making, and the diffusion of innovation is examined from the perspective of extending these areas of study to the Indian market. The review examines the state of cross-cultural research, identifies areas that need to be more fully addressed by marketing researchers, and discusses implications with regard to the Indian market.