Correlates of American Web Series with Product Preference: Patterns of Influence on Indian Consumers

Abstract

It is a fact well documented that the sudden discernible upsurge in the disposable income of the
Indian consumers has increased their proclivity towards a more luxurious modus vivendi. Consumers
are always in the quest to elevate their standards of living which has brought about a seismic shift in
their daily modus operandi. One such exemplification would be the binge watching behaviour which
has been observed amongst Indian consumers especially during the tough period of quarantines. The
Indian consumers have shown great interest in watching web series over the last couple of years. In
this context, American web series has gained prodigious popularity especially among the Indian
youths and has sneaked into the lives of millions, even altering the habits, attitudes and behaviour of
such people. Such attitudes and behaviour generated from watching web series are also said to
trigger mass purchases of products that gets featured in the web series. The current research study is
attempted at probing into the perception of Indian consumers towards American products as a result
of watching American web series.