Vol. 45, No. 1-2 (Spring-Summer 2020)
Claim to Fame by the Indian Government: Fact or Fiction?
Pennsylvania State University,
conducts a pilot study to investigate whether the benefits of
global marketing and the purported liberal policies of the
Government of India have percolated to the Indian middle-class
since the year 2014, when the present government came to power.
The author collects data through online surveys from Indian
citizens, and then conducts a qualitative analysis of the same
to test six propositions based on Maslow’s Hierarchy of Needs
Model and the Theory of Reasoned Action. The author finds
moderate to strong support for five of his propositions and sets
the stage for a more robust research study that the author is
planning to conduct on this highly relevant topic.