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Effectiveness of global advertisement on culture of India: an emerging market

Rajesh Kumar Srivastava (University of Bombay, Bombay, India)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 26 January 2010



The purpose of this paper is to find out whether a global advertisement will be effective and how it is perceived; is it affected by consumers' age, education, religion besides collectivism, and individualistic behavior?


Descriptive research involving 1,000 respondents. Global advertisements of fast moving consumer goods and consumer durable products are taken for study using questionnaire technique. The focus is to elucidate information on the perception of a global advertisement and how it will be affected by education, age, religion and collectivism, and individualistic behavior.


It is found that culture does affect the perception of global advertisement. Religion, age, and education do play a role in perception of global advertisement – they play an important role in buying intention.

Research limitations/implications

The study is limited to the Indian scenario and can be applicable to SARC countries or South‐East Asian countries as they are the fastest growing emerging world markets.


This is an original research paper and its findings could be important in minimizing wastage. India, Thailand, Brazil, China, and Russia are important emerging markets. Understanding their culture, education, age, and religion could improve global advertisements' effectiveness.



Srivastava, R.K. (2010), "Effectiveness of global advertisement on culture of India: an emerging market", International Journal of Emerging Markets, Vol. 5 No. 1, pp. 102-113.



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