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Now showing items 1-10 of 15
Rural consumer buying behaviour for consumer non durable branded goods
(Indian Institute of Management, Ahmedabad, 1993)
Analyzing marketing mix to relate the consumers' behavior and beliefs for high involvement goods
(Indian Institute of Management Ahmedabad, 2016)
Green marketing is an elusive concept for most companies especially in the domain of high involvement goods. In a developing country we see that there exist a number of factors that drive purchase of a high involvement ...
Psychographic segmentation of customers in time bound and unit bound online flash sales
(Indian Institute of Management Ahmedabad, 2016)
Studying consumer behavior on early delivery of online goods
(Indian Institute of Management Ahmedabad, 2016)
Product return in e-commerce: examining the marketing contingencies for emerging markets
(Indian Institute of Management Ahmedabad, 2020)
In recent years, e-commerce has changed how shopping was done in India. Increased penetration of mobile phones and internet systems has supported this e-commerce boom to a great extent. Even though the picture looks ...
Affordable luxury: perceptions
(Indian Institute of Management Ahmedabad, 2019)
Affordable luxury is an intriguing concept that is gaining huge momentum, especially amongst the millennials in developing nations. Affordable luxury, in our opinion, is seeking quality, bespoke products at an affordable ...
Digital marketing in food industry
(Indian Institute of Management Ahmedabad, 2020)
This paper aims to understand the different aspects of consumer behaviour that affect product purchase and attitude towards different food brands. We try to understand the consumer responses to different brands on social ...
Utilization of digital marketing in the FMCG sector
(Indian Institute of Management Ahmedabad, 2020)
New channels of communicating, selling and buying are implemented so rapidly, that it is hard to keep up with the speed. For individuals, it may be considered a problem but for companies, it is something to worry about. ...
Analysing consumer purchase behaviour in response to product packaging
(Indian Institute of Management Ahmedabad, 2021-09-07)
Consumer buying behavior is influenced by a number of factors, one of which is product packaging. Understanding the evolution of consumer behavior towards product packaging is a key criterion under consideration for the ...
Country wide animosity for foreign goods: an exploratory study
(Indian Institute of Management Ahmedabad, 2021-09-07)
Ethnocentrism and animosity play a significant role in the purchase decision of the consumer. Ethnocentrism is the perception of people regarding other cultures based on their experiences of their own culture. At the same ...