International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


Preferences Expressed By Asian-Indian Subjects for American Versus Asian Indian Print Advertisements
Durriya H. Z. Khairullah, Zahid Y. Khairullah

Marketing studies have demonstrated that Asian-Indians tend to patronize those marketers who develop culturally sensitive advertising campaigns to reach the Indian immigrants in the U.S. Based on this contention, the aim of this study was to gain insights regarding cultural differences that the Indian subjects of this study saw in terms of the general appearance, lifestyle, and personality of the models portrayed in  American magazine advertisements versus the Indian magazine advertisements of the same product class. The study also investigates whether the religious, caste, and regional differences among the Indian respondents in the U.S. has an impact on how they felt towards the Indian advertisements. The results and implications of the study are discussed.

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