Now showing items 1-10 of 204
Trust and shopper patronage intentions: impact of congruity in store-shopper relationships
This study develops a Value-Congruity model of Trust for understanding how shopper trust builds in a store and how shopper patronage intentions are impacted at different levels of store-shopper relationship quality. The ...
Consumption patterns and macromarketing : a radical perspective
In studying the choices for consumption, marketing scholars have been almost totally occupied with a very narrow spectrum of choice, viz brand choice. This paper discusses the nature of consumption patterns and how social ...
New marketing in a new environment: some thoughts on a basic restructuring
A case is developed for some basic changes in the conceptual repertoire of the marketing discipline in view of the changes in the economic and social environment in India today. It is argued that the adaptation of existing ...
Growth strategy for tiny and rural industries sector need for marketing orientation
The paper proposes a three-dimensional conceptual framework for understanding the pedagogical methods. It discusses the characteristics of behaviour simulation and the relevant concepts of learning for these. Various ...
Ashima Attires: Case-Writing Project
Segmenting Shoppers on their Behaviour
Marketing in Rural India
Some Thoughts on Marketing to EC