An Empirical Investigation of Materialism in Indian Consumers
The paper explores the consumer value of materialism in Indian socio-cultural milieu. The construct validity of the Richins & Dawson (1992) scale of materialistic values is established and relationship of materialism with the constructs of happiness, life-satisfaction, and religiosity is asse...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Srusti Academy of Management
2012-12-01
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| Series: | Srusti Management Review |
| Subjects: | |
| Online Access: | http://www.srustimanagementreview.ac.in/paperfile/2102472468_An%20Empirical%20Investigation%20of%20Materialism%20in%20Indian%20Consumers-Dr.%20Manit%20Mishra,%20Dr.%20B.B.%20Mishra-Vol.%20-%20V%20%20Issue%20II%20%20July%202012.pdf |
| Summary: | The paper explores the consumer value of materialism in Indian socio-cultural
milieu. The construct validity of the Richins & Dawson (1992) scale of materialistic
values is established and relationship of materialism with the constructs of
happiness, life-satisfaction, and religiosity is assessed using data collected
from 252 respondents through a self administered questionnaire. The research
methods used for analysis included MTMM approach for construct validation
and correlation analysis for assessment of relationships. The analysis revealed
that the Richins & Dawson (1992) scale has acceptable reliability, convergent
validity and discriminant validity leading to construct validation. Further, while
materialistic tendencies do not influence happiness and religiosity, it actually
enhances the life-satisfaction level. The results have utilitarian value in terms
of target market profiling, product positioning and designing of advertising
appeal. |
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| ISSN: | 0974-4274 2582-1148 |