Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/21864
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dc.contributor.authorSaini, Gordhan
dc.contributor.authorSahay, Arvind
dc.contributor.authorKalyanaram, Gurumurthy
dc.date.accessioned2019-05-16T00:40:01Z
dc.date.available2019-05-16T00:40:01Z
dc.date.issued2018
dc.identifier.citationSaini, G., Sahay, A., & Kalyanraman, G. (2018). An empirical study of Latitude of Quantity Acceptance (LQA) in an emerging economy: India. Journal of Global Marketing, 31(2), 111-127. doi: 10.1080/08911762.2017.1413215en_US
dc.identifier.urihttp://hdl.handle.net/11718/21864
dc.description.abstractThis study examines three important research questions. First, is there a latitude of acceptance with respect to small quantity changes? Second, is there an asymmetric effect of quantity changes? Third, is there a differential effect between high-equity and low-equity brands in response to quantity changes which is acceptable to customers? The effect of quantity change on purchase intention was examined through the decrease (increase) in original quantity of high-equity brands (low-equity brands), keeping price constant. ANOVA and ANCOVA were used to estimate the main and interaction effects. Empirical results showthat: (a) there is evidence for LQA; (b) the effect of quantity change is asymmetric; and (c) the LQA range is larger for low-equity brands. A lower range of LQA for high-equity brands limits quantity reduction choice as a firm strategy and lowering price by a small percentage is unlikely to be successful for a low-equity brand.en_US
dc.publisherRoutledgeen_US
dc.subjectAsymmetric effecten_US
dc.subjectHigh- and low-equity brandsen_US
dc.subjectLatitude of quantity acceptance (LQA)en_US
dc.subjectPurchase intentionen_US
dc.titleAn empirical study of Latitude of Quantity Acceptance (LQA) in an emerging economy: Indiaen_US
dc.title.alternativeJournal of Global Marketingen_US
dc.typeArticleen_US
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