Manuscript Number : IJSRSET2295221

A Cross-National Analysis of Intrinsic and Extrinsic Cues' Preferences of Premium Denim Products : A Case of Levi's and other Premium / Luxury Denim Brands

Authors(3) :-Abhijat Kumar Shukla, Dr. R. Shridhar, Dr. Anna Cabigiosu

This study has been conducted to investigate the Premium Denim brands’ intrinsic and extrinsic product cues which are significant for consumers when they want to shop for their favourite denim brands. The brands which are included in this study are Levi’s, Calvin Klein, Diesel, Armani and Gap. This research is a cross-national study and data are collected from India and European countries like Italy, Malta, UK, Poland, Sweden, Serbia etc. For intrinsic cues study we have taken products’ quality, fabric, color, fitting and uniqueness whereas for extrinsic cues we have taken pricing cues preferences, distribution channel preferences and promotional tools influences on Indian and European consumers. Design/Methodology/ Approach Online questionnaires link were shared through emails, whatsapp and linkedin and paper questionnaires were distributed to friends, universities students and to other people in India to collect responses from them. Students of “University of Ca’foscari, Venice, Italy” were met several times during lunch break and informed about research questionnaire. The google forms of questionnaire were sent to the university students and other respondents of European countries through emails and linked in. Hypotheses for intrinsic and extrinsic cues were developed and data analysis was conducted by SPSS statistical analyses. Originality/Value There are very few research papers written on both intrinsic and extrinsic cues and with an in- depth empirical research. Some scholars have written research papers on intrinsic cues and extrinsic cues separately. This study is an in-depth and comprehensive investigation of cross-national research on premium denim products’ intrinsic and extrinsic cues and its statistically significant preferences and influence differences between India and European countries’ consumers.

Authors and Affiliations

Abhijat Kumar Shukla
Research Scholar (Management), Department of Management Kalinga University, Raipur, Chhattisgarh, India & Visiting PhD Student (Ca’Foscari University of Venice, Venice, Italy)
Dr. R. Shridhar
Vice Chancellor, Kalinga University, Raipur, Chhattisgarh, India
Dr. Anna Cabigiosu
Associate Professor, Department of Management, Ca’Foscari University of Venice, Venice, Italy

Product Cues, India, Denim Products, Premium Denims, Cross-National Study, Intrinsic Cues, And Extrinsic Cues

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Publication Details

Published in : Volume 9 | Issue 5 | September-October 2022
Date of Publication : 2022-10-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 196-216
Manuscript Number : IJSRSET2295221
Publisher : Technoscience Academy

Print ISSN : 2395-1990, Online ISSN : 2394-4099

Cite This Article :

Abhijat Kumar Shukla, Dr. R. Shridhar, Dr. Anna Cabigiosu, " A Cross-National Analysis of Intrinsic and Extrinsic Cues' Preferences of Premium Denim Products : A Case of Levi's and other Premium / Luxury Denim Brands, International Journal of Scientific Research in Science, Engineering and Technology(IJSRSET), Print ISSN : 2395-1990, Online ISSN : 2394-4099, Volume 9, Issue 5, pp.196-216, September-October-2022. Available at doi : https://doi.org/10.32628/IJSRSET2295221      Journal URL : https://res.ijsrset.com/IJSRSET2295221

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