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

Year : 2021 | Volume : | Issue : 1 | Page : 23-31
By

    Samuel S. Mitra

  1. Peter Arockiam. A

  2. Milton Costa

  3. Priyadarshini Rasquinha

  4. Aparajita Hembrom

  5. 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

[This article belongs to NOLEGEIN Journal of Consumer Behavior & Market Research(njcbmr)]

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 njcbmr 2021; 4:23-31
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 njcbmr 2021 {cited 2021 May 25};4:23-31. Available from: https://journals.stmjournals.com/njcbmr/article=2021/view=91375/

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Regular Issue Open Access Article
Volume 4
Issue 1
Received May 2, 2021
Accepted May 12, 2021
Published May 25, 2021
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