Understanding the Mood of International Millennials Towards India

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Author(s): Soumik Parida (Independent Researcher, India)
Copyright: 2019
Pages: 24
Source title: Optimizing Millennial Consumer Engagement With Mood Analysis
Source Author(s)/Editor(s): Sabyasachi Dasgupta (O.P. Jindal Global University, India)and Priya Grover (Symbiosis International (Deemed University), India)
DOI: 10.4018/978-1-5225-5690-9.ch002

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This chapter explores what triggers international millennials moods in relation to India and its cultural attributes. The theoretical undertaking related to nation branding and soft power study was used as a basis for this research. In the light of the discussion carried out in the chapter, key Indian cultural attributes were briefly discussed. The major cultural attributes extensively discussed during this research were related to Indian cinema, Indian cuisine, religion, spirituality, and yoga. Twenty-two international millennials belonging to four different cultural groups were selected for the focus group research. Their perceptions about India brought out interesting insights in understanding how to promote India among different cultures.

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Understanding the Mood of International Millennials Towards India

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