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Now showing items 11-15 of 15
Consumer Behaviour in MBA entrence Exam Preparation
(Indian Institute of Management Ahmedabad, 2022-03-21)
The objective of the study is to analyse the consumer behaviour in MBA examination preparation and to test the hypothesis of MBA entrance examination preparation to be shifting online and to study the various parameters ...
Impact of social media influencers on consumer behaviour
(Indian Institute of Management Ahmedabad, 2021-09-07)
When it comes to the marketing of the products, influencers have the choice of disclosure. Studies show an increasing trend of consumers trusting influencers who disclose the endorsed products to that of non-disclosure. ...
Furniture marketing in metaverse era
(Indian Institute of Management Ahmedabad, 2023-08-14)
The report analyses the marketing potential of airport retail stores. It presents a global picture of
the industry and how Indian retail varies from its international counterparts. In India, there is a
significant growth ...
Sales promotions’influence on the consumer behaviour and perception: the moderating effect of purchase frequency
(Indian Institute of Management Ahmedabad, 2022)
The purpose of the study is to examine the moderating effect of the purchase frequency on the effectiveness of the sales promotion. The study uses a cross-sectional experimental set up to understand the moderating effect ...
Investigating the extent of negative celebrity endorsement or image perception on consumers’ purchase intention
(Indian Institute of Management Ahmedabad, 2023-08-16)
The modern world of marketing communication is replete with advertisements, and therefore, it is hard to differentiate one’s advertisement from its competitors. The glamour of a celebrity seldom goes unnoticed, and it has ...