Browsing by Author "Rajguru, Sandeep"
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The branding potential of Indian mangoes and exploration of branding frameworks for horticulture products
Redij, Aayush; Rajguru, Sandeep (Indian Institute of Management Ahmedabad, 2021-12-14)The Global Horticulture market is estimated to be about USD 20.77 Billion in 2021, and India takes the second position in the world production of fruits, only behind China. However, despite a podium position in production, ... -
Cause marketing by FMCG brands and its impact on purchase decision of Indian consumers
Rajguru, Sandeep; Redij, Aayush (Indian Institute of Management Ahmedabad, 2021-09-07)Our project will be focused on gaining insights about the latter kind of cause marketing, and specifically on studying the impact of purchase decisions of consumers in Indian markets when FMCG brands have employed such ...