Presidency of Ronald Reagan Early corporate opposition[ edit ] During the Recession of — public confidence in business was low and the new criticism from consumer groups weakened trust in advertising, media, and branded goods. The idea that the public were the "guinea pigs" on whom corporations tested products was an idea which spread after the publication of , Guinea Pigsand industry sought to counter it and the general concept of consumer regulation over industry to restore market confidence. Africa[ edit ] African economies are heavily influenced by multinational corporations and lending institutions which have encouraged export-oriented industrialization. Gandhi promoted the idea that businesses have a trustee role in being responsible to the customers, workers, shareholders, and their community.
In this paper, I examine a number of cultural and social themes accompanying the consumerist trends in India.
Although India remains in the bottom half of the world economies, there is every reason to believe that this is not likely to last long, for many structural changes are evident including the transformation of the middle class which is at the vanguard of the consumer revolution.
Unlike some of the other Asian countries like Malaysia, Indonesia, Thailand, and Taiwan, where the "consumer revolution" has already forged ahead, or is in progress, India has been Consumerism in india slow starter in this push for change.
However, recent trends suggest that a wave of consumerism is spreading to India also. This paper is based partly on my ethnographic field work conducted in Madras, a Southern Indian city of approximately five million people, and partly on a reading of secondary sources.
This should be considered work in progress and, therefore, only some initial ideas are presented here. Consumerism in india general presentation in this paper will be thematic or topical rather than analytical, or theoretical.
That is, the paper explores several themes instead of a unifying set of research questions or a single theory. Thus this is a thick description of Indian culture and India as a consumer society. Many multinational corporations are beginning to invest in India. In this respect, India is no different from many other emerging consumer economies, whether they are in Eastern Europe, Asia or Latin America Arnould l, BelkGer and Belk l, Witkowski l This fact by itself does not give any special clue to the Indian scene unless one also examines what peculiar circumstances pertain to India.
In other words, just because there may be similarities across different markets and cultures on certain dimensions, it does not mean that the content and patterns of the developments are the same.
The paper will not provide a comparative analysis of India with other countries where similar developments may be taking place.
My experience in India has taught me some important lessons.
With the burgeoning of comparative studies, there may be a tendency among researchers to draw quick conclusions about cultures in which they may have only superficial familiarity. Any serious study of different cultures requires some deep knowledge gained through a proper study of the culture.
See Arnould l for a good example of writing with great cultural depth and understanding. This can be accomplished by a knowledge of the literature, the economic scene, and important cultural works that reflect the culture in some meaningful terms.
A second lesson that I have learnt is that belonging to a particular cultural group does not immediately qualify one to claim scholarly expertise on that group. It certainly helps, no doubt.
For example, many of the best works on India are written by non-Indian scholars who have devoted a great deal of time and effort over a period of several years. Their interpretations may be different from those of indigenous scholars but they are nevertheless well-informed and well-founded.
Although I am an Indian by birth, I couldn't have gained the knowledge required for my work without doing field work in India for sufficiently long duration seven months and studying the relevant literature that provided me with important theoretical insights needed to interpret my empirical observations.
Much research exists on the evolution of consumer societies in the West. Although there are some common characteristics in these societies, there are also many differences.
The differences are based on cultural variations within each culture. This is the reason why I have proposed a new paradigm for the study of consumerism based on cross-cultural differences.
I have labeled this "ethnoconsumerism" Venkatesh la. Recent cross-cultural work has shown us how the same products may undergo different consumer usages and experiences based on particular cultural norms and practices.
The case in point is the motor scooter dy Pessler l The author describes in great detail the cultural context and experience of the motor scooter in three different cultures, Italy, England and India. Part of the rising consumerism in India may be cast in the general context of global tendencies in consumerism.
Recent work suggests that global diffusion of consumerism has been aided by the expansion of multinationals, the diffusion of telecommunication and satellite technologies, the general dissatisfaction with socialist political regimes and rising economic success in East Asian countries.
Certainly, recent moves in India echo these developments. What is happening in India may also be described in postmodern terms. Indian development does not follow standard chronological sequences observed in some Western societies. Models of social change do not follow any known patterns of change.
Modernist methods found in the conventional social sciences have limited value when the objective is to capture change in non-Western cultures. This is because modernist thinking is regimented, very rationalistic and pseudo scientifically oriented.
Postmodernist thinking accommodates non-linear thinking, and is open-minded when it comes to alternate or non-orthodox patterns. For example, some new technologies in India are diffusing faster than some old technologies.
So, one cannot use the historical progression of the West as a model to study India.Jul 31, · Consumerism Latest Breaking News, Pictures, Videos, and Special Reports from The Economic Times. Consumerism Blogs, Comments and Archive News on kaja-net.com Have you read these stories?
GDP gallops to %, India off to a rousing start in Q1 of FY “Micro India from an earnings perspective is looking pretty strong.”. 4) The advertisement bombarded on the consumers make them quite confused and hence again a need for consumer kaja-net.comERISM IN INDIA 1) In vast country like India.
accepting life as it is and passive outlook are some of the factors which make consumer movement difficult to increase. uneducated. 2) Poverty. Consumerism in India and it's Effects, out of 10 based on 78 ratings Consumerism Consumer Protection Act , Consumerism in India, The Children’s Society, welfare of consumers Mumbai University may allow 2 Graduation courses at same time →.
2 CONSUMERISM IN INDIA ISSUE & PROBLEMS STATUS OF CONSUMERS TODAY IN INDIA CONTEXT The consumer is the forgotten man of the modern Indian.
Indian consumer durables market is broadly segregated into urban and rural markets, and is attracting marketers from across the world.
The sector comprises of a huge middle class, relatively large affluent class and a small economically disadvantaged class, with spending anticipated to more than. CONSUMERISM IN INDIA. Consumer movement is a relatively new concept in India. Markets of the developing countries like India are highly imperfect.1/5(1).