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The myth of consumer sovereignty: an exploratory study
(Westburn Publishers Ltd, 2015)
This paper discusses the myth of consumer sovereignty (CS). In doing so, the paper examines how marketers impose further constraints on the already bounded rationality of consumers. The purpose of this paper is multifold: ...
Indian consumer style inventory and its role in predicting Indian mall patronage intention
(Inderscience Enterprises Ltd., 2015)
The emergence of organised retail formats like malls in India has metamorphosed the retail scenario and transformed the consumers' shopping patterns. Consumer style inventory (CSI) has been successfully adapted for ...