Cultural influences on new product adoption of affluent consumers in India

Abstract

The purpose of the study was to explore how individual/personal and group-level factors influence Indian consumers' adoption of new food products. The results reflect the interdependence of consumers' individual views and beliefs with those of the group. Indian consumers' perceived characteristics of new foods and their innovativeness are key personal-level factors in impacting their new food purchase decisions. Reflecting collectivist tendencies, interpersonal communication sources and subjective norms at the group level are important mediators of Indian consumers' new food purchases. Marketing implications for food businesses are discussed.

Keywords:

• new product adoption
• India
• mass media
• interpersonal communication
• product diffusion
• innovation

Acknowledgement

This project was supported by the National Research Initiative of the Cooperative State Research, Education and Extension Service, USDA, Grant #2003-35400-13869.