Relationship between situational variables and purchasing in India and the USA

J.A.F. Nicholls (Florida International University, Miami, Florida, USA)
Sydney Roslow (Florida International University, Miami, Florida, USA)
Sandipa Dublish (Florida International University, Miami, Florida, USA)
Lucette B. Comer (Purdue University, West Lafayette, Indiana, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 December 1996


Explores the universality of Belk’s concept of situational variables in their relationship with consumer purchase within two different cultures. Considers the relationship of five empirical dimensions with two measures of consumer purchase behaviour. The five empirical manifestations of the situational variables were included in surveys conducted in India and the USA. The empirical dimensions of the situational variables (frequency of shopping visit; the usual time of day for shopping; travel time; time spent; and number of companions) were all statistically significant when comparing India and the USA with respect to shopping behaviour (purchase of food or beverage and purchase of other products). Includes examples of how marketers might influence consumer situations within the Belkian framework in order to modify purchase behaviour.



Nicholls, J., Roslow, S., Dublish, S. and Comer, L. (1996), "Relationship between situational variables and purchasing in India and the USA", International Marketing Review, Vol. 13 No. 6, pp. 6-21.

Download as .RIS




Copyright © 1996, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.