Browsing by Author "Mehta, Subhash C."
Now showing items 1-20 of 39
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Brand name influence on purchase preference
Mehta, Subhash C. (2010-05-28) -
Consumer image of Indian airlines
Mehta, Subhash C.; Jain, Abhinandan K. (1971-05-10) -
Consumer research and public policy: the case of sugar crisis of 1980
Mehta, Subhash C.; Chhatopadhyay, A.; Jain, B.K. (2010-03-14)Based on Consumer Study of Ahmedabad households, conducted immediately after the sugar crisis of 1980, the paper presents the changes that consumer consumption, buying and stocking patterns went through because of the high ... -
Development of a Generalised Scale for Pre-Testing Print Advertisements
Mehta, Subhash C. (2010-04-22) -
Durable Goods: An Exploratory Study of Consumer Behaviour
Mehta, Subhash C. (2010-04-08) -
Effect of Sexual Illustrations on Brand - Product Recall: An Experimental Study
Mehta, Subhash C. (2010-04-13) -
Effect of sexual illustrations on brand - product recall: an experimental study
Mehta, Subhash C.; Bhagwat, N. P.; Bhargava, Pravin (2010-03-29)This research study has attempted to experimentally measure effect of sexual illustrations on brand - product recall. The study is an extension of the work done by M. Ste adman and M.W. Alexander and Ben Judd, Jr. Published ... -
Effect of sexual illustrations on brand - products recall
Mehta, Subhash C.; Bhagwat, Nitin; Bhargava, Pravin; Vohra, Atul (1979-08-27)Following trends in the western world, Indian marketers have. of late. resorted to using sex appeal in advertisements. This study was conducted to test a few hypotheses relating to brand recall by broadening the concept of ... -
An experimental study: consumer's choice: judging quality of products
Mehta, Subhash C.; Parasuraman, A. (1972-03-22) -
An experimental study: impact of price, brand on consumer's choice
Mehta, Subhash C.; Parasuraman, A. (1972-03-21) -
Gasolene buying behaviour of car owners
Mehta, Subhash C. (1973-04-28) -
A generalised scale for pretesting print advertisements
Mehta, Subhash C.; Chhabra, H. S.; Raju, V. R. (2010-03-20)The Working Paper presents the findings of a research study which was initiated to develop a generalized scale which could be used to pretest an advertisement prepared by an agency or to compare alternate advertisements ... -
A generalized scale for pretesting print advertisements
Mehta, Subhash C.; Chabbra, H. S.; Raju, V. R. (1979-08-27) -
IA consumer image: promotional efforts will help image building
Mehta, Subhash C.; Jain, Abhinandan K. (1971-05-17) -
Improving overall image of Indian airlines
Mehta, Subhash C.; Jain, Abhinandan K. (1971-05-24) -
Industrial Buyer Behaviour: Study of Supplier Evaluation
Mehta, Subhash C.; Khurana, Rakesh (2010-04-23) -
Language translation in advertising and marketing research
Mehta, Subhash C.; Parekh, Jayshree S. (1981-05-20) -
Language translations in advertising and marketing research: need for recognizing measurement differences
Mehta, Subhash C.; Parekh, Jayshree S. (2010-03-14)This paper reports the findings of an empirical study, designed to test the following four hypotheses: H1 : When consumers rate the same advertisement on two language versions of the same work (adjective), the mean ratings ... -
Marketing Orientation in Indian Industry
Mehta, Subhash C.; Joag, Shreekant G. (2010-04-26) -
Marketing orientation in Indian industry
Mehta, Subhash C.; Joag, Shreekant G. (2010-03-14)An instrument with 54 items was developed to measure marketing orientation of Indian companies. Ninety-one senior marketing executives from a cross section of Indian manufacturing companies provided data on their perceptions ...