Demand for hybrid car in Indian metro cities

Das, Debabrata; Srinivasan, R.; Dhankar, Raj S.

doi:10.1504/ijehv.2011.040470

Cited by 8 publications

(2 citation statements)

References 21 publications

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“…However, others found that Chinese are less price sensitive than Americans (Zhou and Nakamoto 2001). Similarly, Indians, compared with Americans, have been found to be more willing to pay a premium for products, suggesting that they may be more price sensitive (Das, Srinivasan, and Dhankar 2011). These findings further attest to the importance of isolating the distinct aspect of culture (e.g., PDB) rather than treating culture via a broad variable such as nationality.…”

Section: Discussionmentioning

confidence: 99%

Price No Object!: The Impact of Power Distance Belief on Consumers’ Price Sensitivity

Lee¹,

Lalwani²,

Wang³

2020

Journal of Marketing

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The role of culture in consumers’ price search and behavior has received limited attention in the literature. In the present research, the authors examine how the cultural dimension of power distance belief (PDB)—the extent to which people accept and endorse hierarchy—influences consumers’ price sensitivity. The authors propose that consumers high (vs. low) in PDB are less price sensitive because they have a higher need for closure, which motivates them to “seize and freeze” on a current offer and quickly arrive at the final purchase decision rather than search for a better price. Accordingly, the relationship between PDB and price sensitivity is moderated by variables that alter consumers’ need for closure, such as social density. Six studies (and five more summarized in the Web Appendices) using a variety of operationalizations of the key variables provide robust support for the relationship between PDB and price sensitivity and shed light on the underlying mechanisms and boundary conditions. Theoretical and managerial implications are discussed.

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Section: Discussionmentioning

confidence: 99%