Antecedents to Local Store Loyalty: Influence of Cosmopolitanism, Culture and Price

Abstract

Developing economies like India are seeing increasing cosmopolitanism yet are culturally rooted. The two opposite phenomenon of keeping the traditional culture with accepting newer values has a tendency to affect consumer behaviour. The current research investigates if cosmopolitanism is affecting Indian customers or culture still plays the dominant role in determining loyalty. It was found that culture and price affected local store loyalty directly. Cosmopolitanism was not found to have direct effect on loyalty. Within cultural dimensions, Masculinity emerged as the most dominating trait. Minor modifications in cultural scale and major modifications in local store loyalty and cosmopolitanism is recommended for Indian consumers.