ISSN (Online) - 2349-8846
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Social Positioning of Urban Middle Class in India

Consumer Culture and Shopping Decisions

Based on an empirical study, this article addresses critical concerns surrounding shopping decisions of the middle class in Delhi and the National Capital Region. Using exploratory factor analysis, four factors that influence shopping decisions are extracted, namely peer pressure, money matters, shopping site, and brand value. These factors are examined at both aggregated and disaggregated levels according to income, age, and sex. The article reflects on how shopping decisions, consumption profiles, and aspirations are negotiated in reshaping social life. It projects that far from being materialistic, hedonistic, and self-centred, the middle-class shopper is cautious, price-sensitive, and seeks value for money.


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Updated On : 17th Jan, 2018


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