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ABSTRACT In recent years, India has witnessed a transformation not only in economic standards but also in sociocultural factors. The traditional values, norms, and behaviors are being altered into more Westernized and global values. This is what meets the eyes of a typical observer. This research was directed toward ascertaining the transition of Indian society from a collectivist society to an individualist society with focus on individuals’ lifestyles and values. The purpose of the research was to understand the role of collectivist/individualist lifestyle variables on brand meanings by Indian university students. Correlation and multiple regression tests were administered to analyze the data. The findings suggest that Indian youths may appear to endorse Western values, but family traditions, group values, and national traditions play a pivotal role in determining brand meanings.
Arpita Khare (Wed,) studied this question.