Depict the impact of changing lifestyle on indian culture
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India has witnessed a transformation not only in economic standards
but also in sociocultural factors. The traditional values, norms, and behaviors are being altered into more
Westernized and global values. This is what meets the eyes of a typical observer. This research was
directed toward ascertaining the transition of Indian society from a collectivist society to an individualist
society with focus on individuals’ lifestyles and values. The purpose of the research was to understand
the role of collectivist/individualist lifestyle variables on brand meanings by Indian university students.
Correlation and multiple regression tests were administered to analyze the data. The findings suggest
that Indian youths may appear to endorse Western values, but family traditions, group values, and
national traditions play a pivotal role in determining brand meanings
but also in sociocultural factors. The traditional values, norms, and behaviors are being altered into more
Westernized and global values. This is what meets the eyes of a typical observer. This research was
directed toward ascertaining the transition of Indian society from a collectivist society to an individualist
society with focus on individuals’ lifestyles and values. The purpose of the research was to understand
the role of collectivist/individualist lifestyle variables on brand meanings by Indian university students.
Correlation and multiple regression tests were administered to analyze the data. The findings suggest
that Indian youths may appear to endorse Western values, but family traditions, group values, and
national traditions play a pivotal role in determining brand meanings
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