Measuring material values testing the applicability of the Richins and Dawson material values scale in the context of the urban Indian youth

Pradeep KrishnatrayGupta, Ruchira2024-11-202024-11-20199800350http://ir.mica.ac.in/handle/123456789/894691p.en-USmarketing researchconsumer behaviourvalue systemsocio-cultural processpreferences for productspreferences for brandsurban Indian youthmaterial values scaleDelhiMeasuring material values testing the applicability of the Richins and Dawson material values scale in the context of the urban Indian youthThesis