Correlates of American Web Series with Product Preference: Patterns of Influence on Indian Consumers

Open Access

Year : 2023 | Volume : | : | Page : –
By

Samuel S. Mitra

Peter Arockiam. A

Milton Costa

Priyadarshini Rasquinha

Aparajita Hembrom

Ruby Mary Notts

  1. Staff and Researcher St. Xavier’s College (Autonomous) Kolkata, West Bengal India
  2. Vice Principal St. Xavier’s College (Autonomous) Kolkata, West Bengal India
  3. Assistant Professor St. Xavier’s University Kolkata, West Bengal India
  4. Assistant Professor St. Xavier’s University Kolkata, West Bengal India
  5. Assistant Professor St. Xavier’s University Kolkata, West Bengal India
  6. Assistant Professor St. Xavier’s University Kolkata, West Bengal India

Abstract

It is a fact well documented that the sudden discernible upsurge in the disposable income of the Indian consumers has increased their proclivity towards a more luxurious modus vivendi. Consumers are always in the quest to elevate their standards of living which has brought about a seismic shift in their daily modus operandi. One such exemplification would be the binge-watching behaviour which has been observed amongst Indian consumers especially during the tough period of quarantines. The Indian consumers have shown great interest in watching web series over the last couple of years. In this context, American Web Series has gained prodigious popularity especially among the Indian youths and has sneaked into the lives of millions, even altering the habits, attitudes, and behaviour of such people. Such attitudes and behaviour generated from watching web series are also said to trigger mass purchases of products that gets featured in the web series. The current research study is attempted at probing into the perception of Indian consumers towards American products as a result of watching American Web Series.

Keywords: Web Series, American products, product preferences, purchase decisions, Indian consumers

How to cite this article: Samuel S. Mitra, Peter Arockiam. A, Milton Costa, Priyadarshini Rasquinha, Aparajita Hembrom, Ruby Mary Notts. Correlates of American Web Series with Product Preference: Patterns of Influence on Indian Consumers. NOLEGEIN Journal of Consumer Behavior & Market Research. 2023; ():-.
How to cite this URL: Samuel S. Mitra, Peter Arockiam. A, Milton Costa, Priyadarshini Rasquinha, Aparajita Hembrom, Ruby Mary Notts. Correlates of American Web Series with Product Preference: Patterns of Influence on Indian Consumers. NOLEGEIN Journal of Consumer Behavior & Market Research. 2023; ():-. Available from: https://journals.stmjournals.com/njcbmr/article=2023/view=91375

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Open Access Article
Volume
Received May 2, 2021
Accepted May 12, 2021
Published May 12, 2023
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