Browsing by Author "Sharma, Rajat"

Now showing items 41-51 of 51

    • Sustainable clothing: new frontier in India 

      Khatri, Aishwarya; Garg, Rajat (Indian Institute of Management Ahmedabad, 2020)
      The study is undertaken to understand the customer perception of sustainable garments within the Indian market. It provides an in-depth qualitative and quantitative analysis to identify the gaps in the marketing of current ...

    • Understanding anti-covid policies and its relation to consumer choices in budget hotels in India 

      S, Pavithran; S, Srivarshini (Indian Institute of Management Ahmedabad, 2021-12-14)
      After more than a year, India slowly unfolds its wings to fly back high. The economy is gradually gaining momentum, and businesses are slowly pushing towards normal. The hospitality industry is also opening slowly but still ...

    • Understanding switching and exiting behaviour in consumers of addictive smartphone apps 

      Avchare, Kundan R; Abhishek, R (Indian Institute of Management Ahmedabad, 2021-09-07)
      There are more than six billion smartphone users in the world. [1] China, India, and the US are the leading countries with 911.92 million, 439.42 million, and 270 million smartphone users respectively, as of May 2021. ...

    • Understanding the customer perception of a virtual tourism product 

      Waghmode, Avdhoot; Laskar, Sneha (Indian Institute of Management Ahmedabad, 2021-09-07)
      The tourism industry is a very vast, dynamic, and rapidly growing industry. It comprises all the organizations providing services meant for and used by tourists for various purposes at any stage of their travel. Tourists ...

    • Understanding the market potential for weekend gateways (One Day Picnic Places), conceptualizing the experience and crafting a strategy for such businesses. 

      Tiwari, Ridhima; Kothari, Yash; Shaha, Pritam Bharat (Indian Institute of Management Ahmedabad, 2022-12)
      In today’s modern world, time is a constraint, and everyone is looking for a short break for relaxation and rejuvenation, for spending quality time with the near ones. After a hectic work week, we often think to escape ...

    • Utilization of digital marketing in the FMCG sector 

      Phuntsok, Ngawang; Patidar, Rahul (Indian Institute of Management Ahmedabad, 2020)
      New channels of communicating, selling and buying are implemented so rapidly, that it is hard to keep up with the speed. For individuals, it may be considered a problem but for companies, it is something to worry about. ...

    • Viral marketing 

      Agarwal, Shiv Kumar; Mummidisetti, Vinod (Informs, 2021-09-07)
      Any business, be it big or small, spends a lot of money to market themselves and their offerings to their target consumers. It takes a lot of effort, careful planning and seamless execution in raising brand awareness. Even ...

    • Viral marketing 

      Asad, Mohammed; Krishna, Narra Sai (Indian Institute of Management Ahmedabad, 2021-08-07)
      Brands are constantly getting on the viral trend bandwagon on various traditional and social media to impact consumer behaviors. This would include but not be limited to moment marketing, meme marketing, viral YouTube ...

    • What motivates members to transact on social C2C communities?: a theoretical explanation 

      Trehan, Deepak; Sharma, Rajat (Journal of Consumer Marketing, 2020)
      This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any ...

    • What motivates the purchasing of green apparel products? A systematic review and future research agenda 

      Khan, Sher Jahan; Badghish, Saeed; Kaur, Puneet; Sharma, Rajat; Dhir, Amandeep (Wiley, 2023-01-22)
      The contemporary business landscape is witnessing an ever-increasing concern for environmental sustainability, which has also surfaced in the apparel industry through the introduction of green apparel. Whether the adoption ...

    • Why are you following me?: impact of ad repetition on ad avoidance on social media platforms 

      Sharma, Gauri; Uikey, Shruti (Indian Institute of Management Ahmedabad, 2020)
      The digital landscape is constantly evolving, and companies are adapting their marketing techniques with it. The internet has enabled the creation of targeted marketing and advertising which was not possible to this extent ...