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An Empirical Investigation of Materialism in Indian Consumers

Year	2012
Volume/Issue/Review Month	Vol. - V \| Issue II \| July
Title	An Empirical Investigation of Materialism in Indian Consumers
Authors	Dr. Manit Mishra , Dr. B.B. Mishra
Broad area	An Empirical Investigation of Materialism in Indian Consumers
Abstract	The paper explores the consumer value of materialism in Indian socio-cultural milieu. The construct validity of the Richins & Dawson (1992) scale of materialistic values is established and relationship of materialism with the constructs of happiness, life-satisfaction, and religiosity is assessed using data collected from 252 respondents through a self administered questionnaire. The research methods used for analysis included MTMM approach for construct validation and correlation analysis for assessment of relationships. The analysis revealed that the Richins & Dawson (1992) scale has acceptable reliability, convergent validity and discriminant validity leading to construct validation. Further, while materialistic tendencies do not influence happiness and religiosity, it actually enhances the life-satisfaction level. The results have utilitarian value in terms of target market profiling, product positioning and designing of advertising appeal.
Description	The concept of the hedonic construct of materialism as an inherent constituent of lifestyle has been a profoundly dialectical construct. The issue has been of interest to a range of people â€“ from the dilettante who have dabbled in its aura to the prophe
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