Influence of values on quality consciousness among Indian consumers

India is a country which possess the world's oldest and most diverse cultures embedded by a set of core values. In spite of this diversity, core values are cherished by the people across the country. Consumer choices are impacted to a good extend by their way of life, qualities and social class, alongside the society they connect with and those they respect. In general, values are held beliefs that are closely connected to culture about what's acceptable and desirable. The objective of this study is to understand the influence of values on quality seeking behavior of Indian consumers. A model was created to conceptualize and understand these factors. The study was conducted by means of an online survey which collected data from 166 respondents across 32 Indian cities. All variables used in the study are measured using standard scales taken from literature. The results from the logistic regression indicate that giving of more importance to values such as being well respected in the society and sense of accomplishment has a positive influence on the quality consciousness. The study further reveals that consumers who earn higher income tend to be more quality seeking than those who earn less income.