International Journal of Multidisciplinary Research and Development

E- ISSN: 2349-4182
P- ISSN: 2349-5979

Vol. 2, Issue 5 (2015)

Predisposition towards foreign brands: Scale development and validation

Author(s): Aastha Verma, Garima Gupta
Abstract: The present research article endeavors to generate a valid and reliable scale for the construct of “Predisposition towards foreign brands” PTFB in India. PTFB is a burgeoning behaviourl trait observed by many researchers among Indian consumer’s which is attributed to globalization of the marketplace. In an attempt to fulfill this the study adapts Gupta (2011) [17] scale of PTFB with ten items and four dimensions however in order to have a robust scale to measure the underlying construct of PTFB a detailed review of literature was carried out once again in this study which suggested a forty – two items and nine dimensions scale of PTFB. Thereafter through the method of Quantitative content validity followed by exploratory factor analysis and Confirmatory factor analysis the study produces a twenty – one items and five dimensions/ factors scale of PTFB. The author believes that the research will benefit the international marketing managers in devising the strategies for the consumer of India. Further, it also opens the possibility of testing the impact of PTFB on other behaviourl traits of the consumers to obtain a much deeper understanding of the consumer culture
Pages: 484-491  |  1003 Views  361 Downloads
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