Open AccessAttitudes of the Indian Middle Class: A Theory of Planned Behavior Approach
Author(s) -
Somjit Barat
Publication year - 2022
Publication title -
athens journal of business and economics
Language(s) - English
Resource type - Journals
ISSN - 2241-794X
DOI - 10.30958/ajbe.8-1-2
Subject(s) - maslow's hierarchy of needs , government (linguistics) , test (biology) , class (philosophy) , marketing , hierarchy , theory of planned behavior , theory of reasoned action , middle class , action (physics) , need theory , globalization , public relations , political science , sociology , control (management) , business , psychology , social psychology , economics , management , computer science , paleontology , linguistics , philosophy , physics , quantum mechanics , artificial intelligence , law , biology
The author conducts a pilot study to investigate whether the benefits of global marketing and the purported liberal policies of the Government of India have percolated to the Indian middle-class since the year 2014, when the present government came to power. The author collects data through online surveys from Indian citizens, and then conducts a qualitative analysis of the same to test six propositions based on Maslow’s Hierarchy of Needs Model and the Theory of Reasoned Action. The author finds moderate to strong support for five of his propositions and sets the stage for a more robust research study that the author is planning to conduct on this highly relevant topic. Keywords: globalization, consumer experience, marketing strategy, political marketing