Evidence of a secular trend in attitudes towards the macro marketing environment in India: pre and post economic liberalization

Purpose – India has undergone dramatic changes since the economic liberalization of 1992. This study aims to provide an historical analysis to determine if consumer attitudes towards marketing practices and consumerism in India have changed measurably from 1990 to 2009.Design/methodology/approach – To measure consumer attitudes towards marketing and consumerism, an established research instrument was administered with 39 Likert scaled items measuring seven dimensions. Two samples were compared: 1990 vs 2009.Findings – The paper finds that 22 items exhibited significant differences. The mindset of Indians has evolved over the last two decades. Many of the changes were positive. However, the study does not provide a completely clean “bill of health” to the business community.Research limitations/implications – This paper used an urban sample; a rural sample would also be useful. Future research could examine other emerging economies such as Brazil, China, and Vietnam.Practical implications – The Indian mark...

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