Page 46 - 2020

M.Phil.
(Social Sciences & Humanities)
INFLUENCE OF CULTURE FOR PRODUCT
INNOVATION ON BRANDS

Ph.D. Scholar : Raval Shivani M.
Research Supervisor : Dr. Abhishek Parikh

Regi. No.: 19055131006
Abstract :
Culture plays a very crucial role in the consumption pattern of the individual or
institutions and which depending on underlying cultural philosophies, the consumption
pattern is vary from customers to customers in every country. In India, there is a
diversified environment and diversified culture where every region and area has its own
set of mind. Particularly in Gujarat state there is one tradition is followed by the people.
The customers are very demanding and sensitive about their choice of brand. In some
cases, many customers are strongly believe to buy only an Indian products at this
situation the global brands must have to change their scenario of brand or strategy of the
products according to customers belief. This study focuses on how much brand
preferences are identified by cultural values of consumers in product innovation fiber and
to what extent each construct of values can explain brand preferences in Gujarat context.
As one of the factors that influence the innovation, culture has been paid more attention
in the broader sphere of business and management in recent years. Culture is the
cumulative concept that encompasses knowledge, belief, customs, practices and any
other habits acquired by people as members of society. In the current economic
panorama, innovation is considered to be an important source of sustainable competitive
advantage. The main aim for this study is to find out that how brands are facing the
problems when it comes to innovation in running product of the firm. The research
objective established in this research study is tested through the survey using a duly
frame and structure questionnaire. This study of administer to the target customers of
the particular brand are using a convenience sampling techniques. This study extended
for the further scope for future investigators to understand the consumer psychological
framework and consumer adaptability of this vulnerable age class or youngsters who
drifts more by technology than by price factors. The related data is collected from the
Gujarat state’s major cities like Ahmadabad, Baroda, Surat and Rajkot. The survey
instrument will be developed to collect the data. Target population for the study is
customers from those major cities. In this study relevant primary data is composed with
the assist of structured questionnaire by using non-probability convenience sampling
method. Organization or brands easily identify the scope of Innovation after this study the
brands can understand the people‘s needs and wants during Innovation. Future research
could be expanded to cross national or cross cultural value survey of Indian products as
well as global products.

Key words: Culture, Product Innovation, Brands, Organizations and Customers
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