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Consumer Cosmopolitism: A study on buying Behavior of Youth

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 International Journal of Advanced Science and Technology
Vol. 29, No.9s, (2020), pp. 2416-2423

Consumer Cosmopolitism: A study on buying Behavior of Youth

Dr. Poojaa, Radhika Thapar Sonib and Deepika Varshneyc
a
Associate Professor, Rukmini Devi Institute of Advanced Studies, Affiliated to GGSIPU, Delhi
b,c
Assistant Professor, Rukmini Devi Institute of Advanced Studies, Affiliated to GGSIPU, Delhi

Abstract
Consumers with cosmopolitanism as individualities are the ones who appreciate the diversity brought by
different national and cultural origins and have openness towards foreign products. Consumer cosmopolitanism
has gained increasing attention as a potentially relevant consumer characteristic for explaining foreign product
preference and choice especially in youth. The purpose of the paper is to understand Indian youth consumption
behavior towards foreign products which leads to cosmopolitan behavior. Consumers consuming foreign
products demonstrate cosmopolitan behavior. For this study intercept method and purposive sampling technique
is used. Data is collected from 100 youth respondents both male and female in between the age of 20 years to 24
years in Delhi NCR from October 1’2019 to October 10’2019. Being youth as targeted respondent and intercept
method as a technique face to face interaction is done to collect data. Youth are taken as target as they have
eclectic consumption tastes and are innovative in their buying behavior. Hypothesis for the study is youth have
Cosmopolitanism behavior and thus buy foreign products. Data is analysed using exploratory factor analysis.
The result of the study confirms youth cosmopolitan buying behavior. The more cosmopolitan consumers have a
stronger tendency to buy foreign products. Scope of the study will help further researchers to analyse impact of
foreign product purchase over domestic product purchase thus impacting Indian economy.
Keywords: Consumer Cosmopolitanism (COS), Youth, Foreign Product Purchase (FPP), Intercept method,
Indian economy.

1. INTRODUCTION
Consumer cosmopolitanism has increased increasing attention as a potentially pertinent consumer characteristic
for explaining foreign product preference and choice especially in youth. Cosmopolitan consumers are generally
regarded as global citizens who view the world as a marketplace, and whose consumption traits transcend any
certain cultural setting (Cannon and Yaprak, 2002; Caldwell et al., 2006; Cleveland et al., 2009a). Extant
marketing literature mainly focuses on explaining why consumers might prefer domestic products and refrain
from buying foreign products but, however, is weak in explaining why consumers might intentionally opt for
foreign products. Against this background, consumer cosmopolitanism has gained increasing attention as a
potentially relevant consumer characteristic for explaining foreign product preference and choice. However,
empirical evidence on the impact of consumer cosmopolitanism on consumption behavior remains scarce.
Finally, it is worth mentioning that cosmopolitan consumers have a sense of individuality.
2. BACKGROUND OF THE STUDY
 Consumer cosmopolitanism: Review and replication of the CYMYC scale , (Petra Riefler, Adamantios
Diamantopoulos), Journal of Business Research, Volume 62, Issue 4, April 2009, Pages 407-419, it talks
about the absence of a proper measurement instrument as a major reason for this lack of empirical studies
by providing (a) a review of cosmopolitanism scales used in other research fields, and (b) a repetition with
extensions study of the CYMYC scale, the only consumer cosmopolitanism scale currently available. The
outcome of the study highlights a need for a new scale to measure the consumer cosmopolitanism construct.
To inspire additional exploration toward this path, the paper proposes an applied meaning of customer
cosmopolitanism alongside a nomological system to control the scale improvement process
 The influence of consumer cosmopolitanism and ethnocentrism tendencies on the purchase and visit
intentions towards a foreign country, (Ana Sousa and Helena Nobre), International Journal of Digital
Culture and Electronic Tourism 2(3):175-184 March 2018. The reason for this paper is to comprehend the
job of cosmopolitanism and ethnocentrism on buyers' inclinations for residential versus remote items and
their meeting goals. Discoveries uncover that cosmopolitan customers demonstrate a higher inclination to

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purchase outside items and visiting the nation. Then again, ethnocentrism appears to go about as a boundary
to visiting remote nations.
 Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer
Behavior: A Social Identity Theory Perspective (Katharina Petra Zeugner-Roth, Vesna Zabkar, and
Adamantios Diamantopoulos), Journal of International Marketing ©2015,American Marketing Association
Vol. 23, No. 2, 2015, pp. 25–54 ISSN 1069-0031X (print) 1547-7215 (electronic) . Buyers inclinations
for domestic over imported items have been explored in different isolated studies, however never in a single
model joining a few in-gathering and out-bunch shopper directions simultaneously. Expanding on social
character hypothesis, this examination creates and tests in two nations a theoretical model that evaluates the
general impact of purchaser ethnocentrism, national personality, and buyer cosmopolitanism on shoppers'
product decisions and eagerness to domestic and foreign products. Moreover, the investigation builds up an
observationally based typology of purchaser fragments utilizing these socio mental qualities and therefore
profiles them on utilization significant factors. The findings uncover a few unfamiliar examples with respect
to the interaction of shopper ethnocentrism, national character, and customer cosmopolitanism as drivers of
purchaser conduct and offer administrative direction on their significance as segmentation factors.
 How cosmopolitan are Indian consumers? A study on fashion clothing involvement (Arpita Khare), Journal
of Fashion Marketing and Management, Emerald, 18(4) September 2014. The purpose is to look at impact
of cosmopolitanism and buyers' susceptibility to relational effect on Indian purchasers' design attire
association. Directing impact of socioeconomics was considered. Information was gathered from seven
distinct urban areas in India (Delhi, Kolkata, Hyderabad, Guwahati, Lucknow, Indore, and Chandigarh).
The discoveries can demonstrate supportive to worldwide attire brands showcasing extravagance and design
dress in India. Be that as it may, since conformance to social standards was significant for Indians, attire
producers should utilize reference gatherings, feeling pioneers, and famous people to create mindfulness. A
mix of worldwide and nearby way of life ought to be utilized. Universal extravagance brands can redo their
items to consolidate ethnic tastes. Innovation/esteem ‐ Fashion dress market guarantees massive
development openings in India. There is constrained research to look at impact cosmopolitanism on Indian
customers' utilization conduct. Information about impact of worldwide way of life, brands, broad
communications, and administrations on Indian customers' conduct can help in focusing on them viably.
 Cosmopolitan Consumers as a Target Group for Segmentation, (Riefler, Diamantopoulos and Siguaw),
Journal of International Business Studies 43(3):285-305, April 2012. Through this paper Consumers' level
of cosmopolitan direction has been proposed as an amazing division base, as this trademark is relied upon to
drive buyers' preferences and inclinations. This article offers a conceptualization of the customer
cosmopolitanism build by: (1) portraying its applied area; (2) featuring its key measurements, in particular
liberality, assorted variety gratefulness, and utilization rising above outskirts; and (3) inspecting its
connections with hypothetically significant factors, explicitly purchaser ethnocentrism and worldwide
utilization direction. From an administrative viewpoint, discoveries recommend that the recognizable proof
and consequent focusing of cosmopolitan customers may well speak to a proper procedure for universally
dynamic organizations.
 The Effects of Consumer Cosmopolitanism on Purchase Behavior of Foreign vs. Domestic Products,
(Oliver Parts, Irena Vida) Managing Global Transitions 9(4):355–370. The reason for this exact
examination is to explore the impacts of customer cosmopolitanism on remote item buy conduct in three
significant classes of shopper items (liquor items, garments, furniture). In view of the current hypothetical
and observational information, we build up a reasonable model and recognize two extra develops as
forerunners of remote buy conduct, i. e., and purchaser ethnocentrism and customer information on brand
roots. The investigation results affirm the solid all out impact of buyer cosmopolitanism in buy conduct and
show a solid direct impact of this marvel on the social result. The more cosmopolitan customers have a
more grounded propensity to purchase outside as opposed to neighbourhood items. Then again, the
immediate connection among cosmopolitanism and buyer information on brand starting point was not
upheld in the investigation.

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 Will the Real-World Citizen Please Stand Up! The Many Faces of Cosmopolitan Consumer Behavior.
(Hugh M. Cannon, Adcraft/Simons-Michelson), Journal of International Marketing: Winter 2002, Vol. 10,
No. 4, pp. 30-52. The on-going globalization of marketing activities has given considerable impetus to the
study of cosmopolitanism as a consumer construct Latest research has concentrated on the regulating
exercises of cosmopolites, as customers who look to expand their social skylines by submerging themselves
in breadth of local cultural experiences. In spite of the fact that this is valid for certain cosmopolites in
certain conditions, it's anything but a general characteristic. The paper talks again to the first importance of
cosmopolitanism as introduced (freely) by Merton and Gouldner in the late 1950s, looking at the idea
considering ensuing exploration and the social forces that have would in general advance an increasingly
cosmopolitan point of view. They at that point propose a few examples of cosmopolitan conduct, just one of
which is a standardizing look for socially widening encounters. At last, they propose some administrative
implications for marketing practitioners.
 Cosmopolitanism: Concept and Measurement, Journal of Global Marketing (Anshu Saran and Morris
Kalliny), This paper states the development and validation of a short 6-item, reliable, valid self-report scale
to measure cosmopolitanism. Cosmopolitanism is a concept in which people have an inclination to learn
about groups other than their own, idea in which individuals have a tendency to find out about gatherings
other than their own. The concept has been in presence since days of difficult to memorise yet has picked up
essentialness with the two-decade-old procedure of globalization. More research on this could assist
advertisers with creating items/administrations and showcasing apparatuses that are increasingly appropriate
and adequate to the commercial center.
 The Effect of Cosmopolitanism on Purchase Behavior of Foreign Fashion Product among City's Youth, (Dr
Elangovan N, Prashanth Kochuveetil Cherian), IJARIIE-ISSN (O)-2395-4396 Vol-2 Issue-2 2016. The
investigation was led in Bengaluru, which is a cosmopolitan metro city in India. Customers in the age
gathering of 17-25 were a part of the investigation. The examination investigates the nearness of
cosmopolitan intent among youth and affirms its immediate impact on the buy conduct of outside design
item, which will offer vital course to the universal advertisers in picking up acknowledgment of their
contributions among buyer sections and gives headings to future inquires about. Higher pay encourages a
person to seek after recreation exercises like travel easily, who increment the connections with individuals
from different societies alongside presentation to worldwide media; in this manner individuals with higher
pay when all is said in done will in general display cosmopolitan inclination.
 Impact of Culture, Cosmopolitanism, and Price on Local Store Loyalty: An Empirical Study from India,
(Arpita Khare, S. K. Pandey and Preshth Bhardwaj), Journal of International Consumer Marketing, Volume
26, 2014 - Issue 4, Published online: 20 Jun 2014. The article looks at the impact of culture,
cosmopolitanism, and cost on neighbourhood store steadfastness. Cosmopolitanism had no effect on nearby
store devotion, however culture and cost did. Social elements of vulnerability evasion, long haul direction,
and independence were noteworthy supporters of nearby store steadfastness. The faithfulness develops was
not unidimensional; it showed in three elements: objective, quality, and no-nonsense unwaveringness. Cost
didn't have a significant impact when contrasted with social qualities.
 The role of personal cultural orientation in consumer ethnocentrism among Indian consumers, (Archana
Kumar, Ann Fairhurst and Youn-Kyung Kim), Emerald Group Publishing Limited, Journal of Indian
business research (Volume 5, Issue 4). The motivation behind this study is to investigate the role of
individual cultural orientation variables as antecedents of ethnocentric trends of Indian consumers. The
effect of ethnocentric trends on mind frames toward both foreign and domestic products and services is like
wised researched. The findings recommend that Indian consumers with high ethnocentric inclinations lean
toward domestic product/service while those with low ethnocentric inclinations lean towards foreign
product/service. Ethnocentrism is impacted by personal cultural orientations of Indian consumer’s example
cooperation, control separation, and vulnerability evasion.

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3. RESEARCH METHODOLOGY
3.1 Participants: Cosmopolitans have eclectic consumption tastes and are innovative in their buying behavior.
These same consumers are also influential as disseminators of product perceived quality and value to others in
their social circles. The survey is based on the primary data collected from the youth of different age groups
from national capital Delhi. Delhi being the national capital attracts more youth consumers and providing more
opportunities to youth to shop from shopping malls which have international brands thus showing cosmopolitan
behavior in their buying.
3.2 Construct Measurement: The statements used for survey are taken from CYMYC scale, (Petra Riefler,
Adamantios Diamantopoulos) and are named as COS (Consumer Cosmopolitan).
COS 1 I am interested in learning more about people who live in other countries.
COS 2 I enjoy exchanging ideas with people from other cultures or countries.
COS 3 I like to learn about foreign cultures.
COS 4 I enjoy watching foreign television programs.
COS 5 I feel comfortable with growing use of English or other foreign languages in society.
COS 6 I enjoy being with people from other countries.
COS 7 I like watching movies from different countries.
COS 8 I like listening to music of other countries.
COS 9 I like trying original dishes from other countries.
COS 10 When travelling in other countries, I make a conscious effort to get in touch with their culture and
traditions.
COS 11 I like to observe people of other countries, to see what I can learn from them.
COS 12 Having access to products coming from many different countries is valuable to me.
COS 13 The availability of foreign products in the domestic market provides valuable diversity.
COS 14 My quality of life would improve if more imported goods were available.
COS 15 I find imported goods more desirable than domestically produced products.
COS 16 In order to be fashionable; I often need to purchase foreign products.
COS 17 I enjoy getting taste of foreign products.
COS 18 I like to wear clothes with tags of foreign made.
COS 19 I like to buy international brands.
Table 1: Consumer Cosmopolitanism Statements COS
(Source: Research Output)
3.3 Research Instrument: A structured questionnaire was used as a research instrument, which was designed as
per the constructs defined in the previous section. The data is collected through Google forms to know that
whether young consumers have consumer cosmopolitan attitude while purchasing.
3.4 Data Collection and Sampling: For this study intercept method and purposive sampling technique is used.
Data is collected from 100 respondents both male and female in between the age of 20 years to 24 years in Delhi
NCR from October 1’2019 to October 10’2019. Being youth as targeted respondent and intercept method as a
technique face to face interaction is done to collect data. Data is analysed using exploratory factor analysis using
3 point likert scale of agree, neutral and disagree.
3.5 Hypothesis: Hypothesis for the study is youth has cosmopolitan buying behavior.

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4. Data Analysis and Interpretation:

4.1 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .527
Bartlett's Test of Approx. Chi-Square 402.773
Sphericity df 171
Sig. .000
Table 2: KMO and Barlett’s Test
(Source: Research Output)
Data sufficiency has been tested and it is found that KMO value is more than .6. Kaiser-Meyer-Olkin Measure of
Sampling Adequacy value is .527 which indicates that sample size is sufficient for the purpose of this study.
Bartlett's Test of Sphericity is significant that justify the sample suitability.
4.2 Communalities
Initial Extraction
Cos1 1.000 .429
Cos2 1.000 .540
Cos3 1.000 .642
Cos4 1.000 .716
Cos5 1.000 .702
Cos6 1.000 .784
Cos7 1.000 .703
Cos8 1.000 .671
Cos9 1.000 .616
Cos10 1.000 .618
Cos11 1.000 .580
Cos12 1.000 .630
Cos13 1.000 .587
Cos14 1.000 .737
Cos15 1.000 .634
Cos16 1.000 .719
Cos17 1.000 .597
Cos18 1.000 .615
Cos19 1.000 .705
Extraction Method: Principal Component Analysis.
Table 3: Communalities
(Source: Research Output)
The value of communalities has been mentioned in the above table. It is evident from the table it is clear that
except one statement rest has more than .5 values. Thus indicates that this statement can be used for the purpose
of this study.
4.3 Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
% of Cumulativ % of Cumulati % of Cumulative
Component Total Variance e% Total Variance ve % Total Variance %
1 3.301 17.374 17.374 3.301 17.374 17.374 2.031 10.690 10.690
2 1.894 9.968 27.343 1.894 9.968 27.343 2.011 10.587 21.277
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3 1.808 9.516 36.858 1.808 9.516 36.858 1.968 10.359 31.635

4 1.456 7.661 44.519 1.456 7.661 44.519 1.824 9.601 41.236
5 1.361 7.162 51.680 1.361 7.162 51.680 1.761 9.266 50.502
6 1.279 6.732 58.412 1.279 6.732 58.412 1.354 7.126 57.628
7 1.126 5.928 64.340 1.126 5.928 64.340 1.275 6.712 64.340
Extraction Method: Principal Component Analysis.
Table 4: Total Variance Explained
(Source: Research Output)
4.4 Component Matrix (a)
Component
1 2 3 4 5 6 7
Cos6 .612 -.529
Cos5 .587 .345 -.344
Cos17 .556 -.350
Cos8 .520 .346 -.343
Cos16 .507 .408 -.408 .312
Cos18 .485 -.357 .405
Cos13 .434 .321 .332
Cos11 .417 .379 .320 -.341
Cos7 -.590 .435
Cos4 .409 -.516 .448
Cos15 .390 .454 -.322 .329
Cos19 .303 -.756
Cos1 .569
Cos3 .342 .387 .336 .371
Cos9 .522 .401 .328
Cos12 .443 .301 .472
Cos10 .361 -.608
Cos14 .342 .301 -.513 .391
Cos2 .303 .320 -.373
Extraction Method: Principal Component Analysis.
a 7 components extracted.
Table 5: Component Matrix
(Source: Research Output)
4.5 Rotated Component Matrix (a)
Component
1 2 3 4 5 6 7
Cos6 .764 .434
Cos10 .720
Cos17 .684
Cos16 .791
Cos15 .764
Cos18 .546 .452 .306
Cos12 .780
Cos13 .698

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Cos5 .402 .564 .443

Cos4 .835
Cos7 .802
Cos8 .334 .392 .426 -.359
Cos19 .766
Cos1 -.623
Cos9 .755
Cos3 -.357 .632
Cos14 .320 -.720
Cos2 .443 .542
Cos11 .301 .390 .516
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 10 iterations.
(Source: Research Output)
Table 6: Rotated Component Matrix
4.6 Interpretation: Kaiser-Meyer-Olkin (KMO) Test is a measure of how suited the data is for Factor
Analysis. The value of KMO should not be less than 0.50 and in this case, the value is 0.527 which proves that
the data collected is valid. The Barlett’s Test of Spherecity is done to check for any null hypothesis and here the
correlation matrix does not have an identity matrix because the significance value is less than 0.05. This means
the factor analysis done will be useful for the data. Communalities indicate the common variance shared by
factors with given variables. Higher communality indicated that larger amount of the variance in the variable has
been extracted by the factor solution. For better measurement of factor analysis communalities should be 0.4 or
greater. The Eigenvalue table has been divided into three sub-sections, i.e. Initial Eigen Values, Extracted Sums
of Squared Loadings and Rotation Sums of Squared Loadings. The factor accounts for 64.340% of the variance.
Extraction Sums of Squared Loadings shows the number of rows in this panel of the table correspond to the
number of factors retained. Rotation Sums of Squared Loadings represent the distribution of the variance after
the varimax rotation. Factors are rotated so that they are easier to interpret. Rotation makes it so that, as much as
possible, different items are explained or predicted by different underlying factors, and each factor explains more
than one item. The idea of rotation is to reduce the number factors on which the variables under investigation
have high loadings. Exploratory Factor Analysis result shows that COS statements from 1 to 19 are accepted.
(COS 8) i.e. I like listening to music of other countries has lowest value of .426 in the result of factor analysis as
value. Results of Exploratory Factor Analysis reveals (COS 4) i.e. I enjoy watching foreign television is .835 has
a significant impact on youth to show cosmopolitan behavior. Results also show that youth have behavior of
watching movies from different countries. Youth show cosmopolitan behavior by buying foreign products to
show themselves as fashionable as per results.
Hypothesis of the study is accepted, revealing that youth has cosmopolitan buying behavior.
5. Conclusion, Limitations And Managerial Implications
Cosmopolitans have eclectic consumption tastes and are pioneering in their buying patterns. Youth are
influential and propagators of product quality and value to others in their social circles.
The results of the study confirm youth cosmopolitan buying behavior. The more cosmopolitan consumers have a
stronger tendency to buy foreign products. Youth have interest of listening and watching foreign channels,
movies and music. They carry an interest to adapt foreign culture and like to taste foreign dishes. Youth are even
comfortable with growing use of English and foreign languages in society. For further research a comparison
between foreign and domestic products can be done. As the data collection was restricted to only youngsters,
further studies can be done on all age groups. More work can be done in the stream of Market segmentation
masking consumer cosmopolitan as basis.

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Reference

[1] Consumer cosmopolitanism: Review and replication of the CYMYC scale, (Petra Riefler, Adamantios
Diamantopoulos), Journal of Business Research, Vol. 62, No. 4, April 2009, pp 407-419.
[2] Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer
Behavior: A Social Identity Theory Perspective (Katharina Petra Zeugner-Roth, Vesna Zabkar, and
Adamantios Diamantopoulos), Journal of International Marketing ©2015,American Marketing
Association Volume 23, No. 2, 2015, pp. 25–54 ISSN 1069-0031X (print) 1547-7215 (electronic) .
[3] Cosmopolitan Consumers as a Target Group for Segmentation, (Riefler, Diamantopoulos & Siguaw),
Journal of International Business Studies, Vol. 43, No. 3, pp 285-305, April 2012.
[4] Cosmopolitanism: Concept and Measurement, Journal of Global Marketing (Anshu Saran & Morris
Kalliny) Vol. 25, No. 5, pp: 282-291, https://doi.org/10.1080/08911762.2012.779196.
[5] How cosmopolitan are Indian consumers? A study on fashion clothing involvement (Arpita Khare),
Journal of Fashion Marketing and Management, Emerald, Vol. 18, No. 4 September 2014.
[6] Impact of Culture, Cosmopolitanism, and Price on Local Store Loyalty: An Empirical Study from India,
(Arpita Khare, S. K. Pandey and Preshth Bhardwaj), Journal of International Consumer Marketing,
Volume 26, 2014 - Issue 4,Published online: 20 Jun 2014.
[7] The Effect of Cosmopolitanism on Purchase Behavior of Foreign Fashion Product Among City's Youth,
(Dr Elangovan N, Prashanth Kochuveetil Cherian), IJARIIE-ISSN (O)-2395-4396 Volume 2 Issue-2 2016.
[8] The Effects of Consumer Cosmopolitanism On Purchase Behavior of Foreign vs. Domestic Products,
(Oliver Parts, Irena Vida) Managing Global Transitions Vol. 9, No.4, pp:355–370
[9] The influence of consumer cosmopolitanism and ethnocentrism tendencies on the purchase and visit
intentions towards a foreign country, (Ana Sousa and Helena Nobre), International Journal of Digital
Culture and Electronic Tourism Vol. 2, No. 3, pp 175-184 March 2018.
[10] The role of personal cultural orientation in consumer ethnocentrism among Indian consumers, (Archana
Kumar, Ann Fairhurst and Youn-Kyung Kim), Emerald Group Publishing Limited,Journal of Indian
business research ,Volume 5, Issue 4.
[11] Will the Real-World Citizen Please Stand up! The Many Faces of Cosmopolitan Consumer Behavior,
(Hugh M. Cannon and Attila Yaprak), Journal of International Marketing, Volume 10, No. 4 (2002), pp.
30-52.

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