INTERCULTURAL AND GENDER DIFFERENCES BETWEEN CONSUMERS IN INDIA AND THE UNITED STATES: IMPLICATIONS FOR CONSUMER AWARENESS OF MATERIAL FLOW IN SUPPLY CHAINS

Dinesh Davé, Michael Dotson, James Stoddard

Abstract


This exploratory research represents a first attempt to measure consumer awareness of supply chain material flows.  To the extent that consumers become more aware of supply chain flows they will develop a better understanding of how the supply chain adds value to their purchases.  A survey was administered to a sample of U.S. and Indian consumers to determine whether there was a cultural impact on consumer awareness of supply chain material flows. While the samples differed by gender, a significant culture/gender interaction was found. Specifically, Indian females demonstrated a higher level of awareness of supply chain material flow than Indian men and the opposite was true for the U.S. sample. This result supports the effect of cultural differences on awareness of supply chain materials flows.

Keywords


Supply chain management, Materials flow in supply chain, Supply chain awareness, Intercultural differences, Gender differences, Consumer awareness.

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