Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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Cultural Dimensions and MNC Brands: A Study in the Indian Context^∗

S. Ramesh Kumar and Karan Bajaj

A number of multinational brands have arrived in the Indian context. Cultural dimensions have a significant impact on the marketing mix elements of a brand—both in high-and low-involvement categories. This article attempts to develop a framework that will be useful to MNC brands entering India. This framework, known as the cultural orientation model, was developed after an analysis of the MNC brands which were launched both in developed markets and in the Indian market, in conjunction with an empirical study to obtain inputs on the cultural dimensions associated with the Indian psyche.

Keywords: MNC brands, consumer behaviour, fast moving ...