Title: Brand extensions and cross-cultural effect on their acceptance

Authors: R.K. Srivastava

Addresses: University of Bombay, Somaiya Institute of Management Studies and Research (SIMSR), Vidyanagar, Vidyavihar, Mumbai 400 077, India; 2/9/12, Bluemoon, Bhawaninagar, Marol, Mumbai 400059, India

Abstract: India being a melting pot of cultures, offers a diversified market, making it difficult for marketers to understand. The objective of this study is to examine whether cross-cultural differences exist in consumer perceptions of the various attributes in brand extensions. A survey was conducted to study the impact of cultural differences on brand extensions in the Indian scenario. There is variation in the responses of consumers of various regions for Indian and Foreign brand preferences as per this study. There also exists variation in response for influence of culture and tradition on brand purchase region wise. Cultural differences will exist in the rupee amount consumers would expect to pay for each product/brand extensions in India. This could be due to more analytical and income level of the region. With regards to colour, it was found that it was dependent on region and cultures of the respondents.

Keywords: brand extensions; colour; cross-cultural differences; FMCG; fast moving consumer goods; culture; India; consumer perceptions; brand preferences; regional differences.

DOI: 10.1504/IJICBM.2009.024654

International Journal of Indian Culture and Business Management, 2009 Vol.2 No.4, pp.408 - 422

Published online: 14 Apr 2009 *

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