Purpose – The purpose of this paper is to empirically substantiate if the forces of globalization are impacting consumer culture and behavioral traits in a developing country (India). Design/methodology/approach – Five hypotheses had been constructed to address the gaps in the literature...

Purpose – This paper seeks to explore whether predisposition towards foreign brands and consumer acculturation would differ across demographic segments in an emerging market (India). Further, the paper aims to investigate if predisposition towards foreign brands (acting as a proxy for forces...