Short answer

Designers and marketers should consider the potential appeal of foreign manufacturing for ethnic wear products targeting the Indian market, and tailor their strategies based on consumer demographics and purchasing history.

Field: Innovation & Markets
Source: IOSR Journal of Business and Management (2013)
Method: Survey Research
Sample: 163 participants
Evidence: Moderate effect

Indian consumers exhibit a favorable attitude towards ethnic wear, such as saris, manufactured in foreign countries. This innovation & markets research insight is drawn from a 2013 study published in IOSR Journal of Business and Management. Using Survey research with 163 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should consider the potential appeal of foreign manufacturing for ethnic wear products targeting the Indian market, and tailor their strategies based on consumer demographics and purchasing history.

Study

Innovation & MarketsHigh ImpactModerate effect

Foreign-made ethnic wear garners positive consumer sentiment in India.

Indian consumers exhibit a favorable attitude towards ethnic wear, such as saris, manufactured in foreign countries.

IOSR Journal of Business and Management · 2013

Key Findings

01Indian consumers generally hold a positive attitude towards foreign-made saris.
02Demographic variables and actual purchase behaviour were found to be significant in explaining the overall model of consumer purchase intention.

Application

Design takeaway

How to apply

Conduct further market research to segment consumers based on their receptivity to foreign-made ethnic wear and test different marketing messages that highlight or downplay the origin of manufacture.

Project actions

01When researching consumer preferences, consider how the origin of a product might influence perceptions.
02Explore how demographic factors can shape attitudes towards imported goods, especially in culturally significant product categories.

Method & Evidence

AimTo investigate Indian consumers' purchase intentions towards foreign-made ethnic wear, specifically saris, considering demographic factors and actual purchasing behaviour.

MethodSurvey Research

ProcedureA survey questionnaire was administered to gather data on consumer attitudes, purchase intentions, and demographics related to foreign-made ethnic wear. The data were analyzed using statistical software.

Sample163 participants

ContextIndian consumer market for ethnic wear

Variables

IV["Demographics (e.g., age, income, education)","Actual purchase behaviour"]

DVPurchase intention towards foreign-made ethnic wear (saris)

Strengths & Limitations

Strengths

+Addresses a gap in literature regarding the 'foreign-made' perspective of ethnic wear.
+Utilizes a composite framework to examine multiple influencing variables.

Limitations

The study was conducted in India and may not reflect consumer attitudes in other countries. The sample size, while adequate for some analyses, might limit the generalizability of findings to the entire Indian population.

Reliability & validity

The study used SPSS for data analysis, suggesting a systematic approach to examining relationships between variables. However, the reliance on self-reported data and judgement sampling may impact external validity.

Think critically

To what extent does the 'foreign-made' aspect of ethnic wear contribute to perceived quality or status, and how might this differ across various demographic segments within India?

Design Principles

"Market receptivity to foreign origin in traditional product categories can be influenced by a combination of product attributes, consumer demographics, and perceived value."

Understanding consumer perceptions of foreign-made goods within traditional product categories is crucial for market entry strategies and product development. This insight can inform branding, marketing, and sourcing decisions for businesses operating in or targeting the Indian ethnic wear market.

What This Means for Your Design

People in India tend to like buying saris that are made in other countries.

How to use in your project

1.Use this study to justify investigating consumer attitudes towards the origin of manufactured goods in your own design project.
2.Cite this research when discussing market research findings related to consumer perceptions of foreign products.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that Indian consumers exhibit a positive attitude towards foreign-made ethnic wear, such as saris, suggesting that the origin of manufacture can be a significant factor in purchase decisions within traditional product categories. This finding has implications for market segmentation and product positioning strategies.

Source

IOSR Journal of Business and Management

Consumer Purchase Behaviour towards Foreign Made Ethnic Wear

journal · 2013

View source

Questions About This Research

What does the research say about foreign-made ethnic wear garners positive consumer sentiment in india?: Designers and marketers should consider the potential appeal of foreign manufacturing for ethnic wear products targeting the Indian market, and tailor their strategies based on consumer demographics and purchasing history. Evidence: IOSR Journal of Business and Management (2013).
Why does "Foreign-made ethnic wear garners positive consumer sentiment in India." matter for design?: Understanding consumer perceptions of foreign-made goods within traditional product categories is crucial for market entry strategies and product development. This insight can inform branding, marketing, and sourcing decisions for businesses operating in or targeting the Indian ethnic wear market.
How can designers apply this research?: Designers and marketers should consider the potential appeal of foreign manufacturing for ethnic wear products targeting the Indian market, and tailor their strategies based on consumer demographics and purchasing history.
What were the main findings?: Indian consumers generally hold a positive attitude towards foreign-made saris.. Demographic variables and actual purchase behaviour were found to be significant in explaining the overall model of consumer purchase intention.
What research method was used?: Survey Research with 163 participants.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2013 journal from IOSR Journal of Business and Management.
What should I do differently in my next project?: Conduct further market research to segment consumers based on their receptivity to foreign-made ethnic wear and test different marketing messages that highlight or downplay the origin of manufacture.
What are the limitations?: The study's findings may be limited by the specific sampling technique used and the focus on a single product category (saris).