From the data analysis, it was evident that face saving variable failed to explain the purchase behaviour of Indian consumers in the context of this study. It has to be noted that the face saving variable was first incorporated in the Fishbein model, for explaining the consumer behaviour in Confucian cultures like China and Korea. Even though, Confucian societies were characterised with high collectivism, strong uncertainty avoidance and larger power distance (Hofstede, 2001), it cannot be generalised to countries which are not mostly influenced by Confucian values. Even in Confucian cultures, the variable had performed with low significance. For example: In Chung and Pysarchik’s (2000) study on Korean consumer behaviour intention to
buy imported and domestic products, face saving variable had a weaker influence on attitude and purchase intention than other variables.