Mahesh Gopinathan addresses the students at Chandragupt Institute of Managaement, Patna, on Friday. Picture by Jai Prakash

Patna, Aug. 19: Chandragupt Institute of Management, Patna (CIMP), is planning to collaborate with Old Dominion University, Norfolk, Virginia on research on the effects of religion on consumer behaviour.

The decision was taken by the CIMP administration today after Mahesh Gopinathan, an assistant professor from College of Business and Public Administration of Old Dominion University, addressed the students and faculty members on the cultural differences between eastern and western consumers and how they affect the purchasing behaviour.

Gopinathan, while addressing the students, said several factors, like moral values, their upbringing and personality, affect the behaviour of consumers. He also threw light on how a consumer’s culture shapes his purchasing tendencies.

Gopinathan said he has conducted several researches on the topic where the results were in sync with his observation. Citing examples to the students, he explained how the behaviour of an individual could amount to culture shock for another.

He said: “From my personal experience, I can say that it is considered good to make noises while eating or drinking in Japan, as that means a person likes his food or beverage.”

On the purchasing power of consumers, Gopinathan said India, China and Brazil are emerging economies, as the purchasing power of individuals is growing strong in these countries. The market economy of these countries has also become stronger because of their huge population, he added.

“In the Indian context, real power of the economy is bestowed on the middle class and their purchasing power has gone up in the past few years,” said Gopinathan, adding that the growth of Indian economy is directly linked with the growth of the middle class.

Gopinathan also spoke on individualism and collectivism affecting consumer behaviour. “The western countries in the world have an individualistic approach while nations like Japan has a collective approach. India has a mix of both,” he said.

Gopinathan added that he is working with his team to develop a scale to measure how individualistic or collective approach affects consumer behaviour. Gopinathan has already conducted a survey on individualistic or collective behaviour as is displayed by people.

He also motivated the CIMP students about higher studies explaining them the various sectors where they pursue higher studies in countries like America.