Thesummaryindian Consumer Article Summary And Discussion Que

Thesummaryindian Consumer Article Summary And Discussion Questionsthe Thesummaryindian Consumer Article Summary And Discussion Questionsthe The summary Indian Consumer Article Summary and Discussion Questions The Indian Consumer: Apparel Clothing Involvement In the article, “How Cosmopolitan are Indian Consumers?: A Study on Fashion Clothing Involvement,” published in 2013 author Arpita Khare explores the possible opportunities that await clothing manufacturers and retailers targeting the Indian consumer. Khare has chosen to focus this study on a country rich with culture and tradition. As one of the notable BRICS nations, India boosts a large population, a thriving economy and spends a substantial amount of money on luxury fashion apparel. And yet, there is still much to be discovered about the Indian consumer’s involvement in fashion. This study attempts to shed a light on this particular consumer in part by addressing the effect that cosmopolitanism has on their choices for apparel. At first read this article presents the Indian consumer much like any other fashion consumer from many given countries, even western countries. For example, Khare notes in regard to the Indian consumer “…new money is purchasing luxury clothing as a symbol of wealth and status.” So what makes the Indian consumer so different from other consumers in other countries? One difference is the dichotomy of this consumer’s fashion choices. According to this study Indian consumers carefully balance their taste for luxury fashion with the need to be accepted within their social environment. Although this may be said for other countries and cultures, India is unique in this regard. The Indian consumer is cosmopolitan. This consumer is open to the influence of other cultures as it desires to be regarded as a sophisticated country by the global community. However, this study shows the importance Indians place on tradition and culture, and this is what makes the Indian consumer so interesting. A good example of this is the popular Bollywood emergence influenced by the famous Hollywood in Los Angeles. This is an illustration of how cultural influence works in India. India accepts the influence but merges it with Indian’s own unique culture. Much like Hollywood’s influence on India’s entertainment industry, the study shows that the Indian consumer has a distinct openness toward global fashion brands, but wants to make them their own. However, age may be a factor. Not surprisingly, Khare’s literature review shows that younger Indian consumers are more cosmopolitan than older Indian consumers. Unfortunately, the ages of the participants in this study are relatively young, 18-40, so the findings in the study cannot confirm the findings in the review. It is interesting to note that many refused to participate in