Indian Journal of Science and Technology

Abstract

Background/Objectives: This study attempts to segment Indian handicraft consumers on the basis of three cultural dispositions stimulated by globalization, viz. consumer ethnocentrism, materialism, and world-mindedness. Methods/ Statistical analysis: An exploratory factor analysis was run for a dataset of 202 responses collected from a sample prepared by judgmental sampling technique and using a self-administered 33 item questionnaire. A combination of hierarchical and non-hierarchical cluster analysis was performed based on the regression factor scores. A two-step cluster analysis was finally performed to explore the demographic as well as psychographic profiles of respondents. Findings: Five clusters were obtained namely culturally oriented, non-materialistic, non-generous, materialistic and envious. Descriptive profiles of those clusters were developed along with their market targeting implications. Comparing the clusters, two very distinguished clusters emerged namely “materialistic” and “non-materialistic” which have diametrically opposite properties. One of the findings is in consensus with the existing finding i.e. ethnocentrism and materialism do not contradict each other. The findings were developed from a combined study of three cultural dispositions which points to the complex consequences of globalization and shows that consumer preferences in contemporary society are not based on compartmentalized values and hence calls for richer exploration. The results add value to the existing reports by delving into the complex interplay of homogeneity and heterogeneity in consumer preferences which have been developing due to contemporary social change in India. Improvements: Handicraft marketers can get further insights for segmenting Indian consumers on the studied dimensions. The artisan communities can become more competitive by such segmentation.

Keywords: Ethnocentrism, Globalization, Handicraft, Materialism, Profiling, World-Mindedness.