Browsing Student Projects by Author "Borah, Sourav"

Now showing items 1-20 of 26

    • Affordable luxury: perceptions 

      Jhunjhunwala, Avantika; Patil, Disha (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 ...

    • 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, ...

    • Business model innovation during Covid-19 

      Meena, Ankit; Naidu, Prajuwal J. (Indian Institute of Management Ahmedabad, 2020)
      Companies have been forced to rethink how their business is conducted due to the pandemic caused by COVID-19. Disruptions in both local and global supply chains, demand uncertainty, and lack of fiscal stimulus are some of ...

    • Changing consumer habits under CoVID-19: are they sustainable? 

      Dhiman, Aastha; Verma, Amrit (Indian Institute of Management Ahmedabad, 2020)
      In this project, we focus primarily on understanding the change in Indian consumer habits due to Covid-19. We have tried to assess if some consumer habits will see a permanent change or will they go back to pre-Covid times. ...

    • Consumer perception and attitude study of "organic" food products 

      Khatri, Aishwarya; Singh, Aman Kumar (Indian Institute of Management Ahmedabad, 2020)
      Organic food, in general, is defined as a product from an agricultural and farming system that restricts the use of synthetic fertilizers and pesticides. It is a type of food produced through methods and procedures complying ...

    • Country wide animosity for foreign goods: an exploratory study 

      Barua, Deepika; Mondal, Shuktisindhu (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 ...

    • Developing an extensive digital marketing strategy for retail business in the healthcare industry 

      Prachi; Paranjape, Pranjali (Indian Institute of Management Ahmedabad, 2021-12-14)
      With the advent of Covid-19, consumers avoided going out of home. But for safe & appropriate recommendations about one’s health, they needed access to the doctors. Hence many individual doctors as well as various online ...

    • Differentiating Gen Z with millennials: values and consumption 

      Singhal, Aditi; Chaudhary, Vartika (Indian Institute of Management Ahmedabad, 2019)
      Values have always been an essential element in studying and assessing individual behaviour in fields like anthropology, psychology, marketing and other disciplines. Values have been used as a basis to categorise and ...

    • Digital marketing adoption for B2B businesses: benefits and strategies 

      Kapoor, Ritvick; Sharma, Uday (Indian Institute of Management Ahmedabad, 2021-12-14)
      Marketing communications in the last two decades have come a long way from the traditional forms of TV/Print/Radio Ads. Technologies have enabled better targeting of customers by marketing setups through the use of Digital ...

    • In-store purchase behaviour of emerging market customers 

      Rajbhupinder, Bawa Yuvraj Singh; Alam, Md Sarfraz (Indian Institute of Management Ahmedabad, 2020)
      In this project, we focus primarily on understanding the in-store behaviour of Indian customers. First, we found out via literature review the current understanding of the factors that influence purchase decisions in retail ...

    • Insurance consumption behavior of millennials 

      Tosniwal, Prakhar; Arora, Shweta (Indian Institute of Management Ahmedabad, 2019)
      The project titled “Insurance Consumption Behaviour of Millennials” intends to test the perception, purchase intent and product requirements of insurance policies for millennials in India vis-à-vis Gen X. Insurance as a ...

    • Investigating strategic drivers affecting firm performance in emerging market multinational enterprises (EMNEs) 

      Singh, Divya; Medhe, Mitali (Indian Institute of Management Ahmedabad, 2019)
      In recent years, there has been a significant increase in the number of Emerging Market Multinational Enterprises (EMNEs) expanding internationally to developed markets. Existing literature on the internationalization of ...

    • Is love really blind?: platform and influencer engagement 

      Padmane, Akash; Lathoria, Ruchi (Indian Institute of Management Ahmedabad, 2020)
      With the advent of the internet and social media, a new form of endorsements, influencer marketing, has gained prevalence. With the aid of social media platforms, these influencers are more relatable than celebrities as ...

    • Market entry strategy for a home decor firm 

      Gupta, Shalini; Patel, Pratishtha (Indian Institute of Management Ahmedabad, 2019)
      “This world is but a canvas to our imagination” said David Henry Thoreau and we, at Hidden in Art, believe so is our home. We asked the consumers what do they think of home décor and turned out the statement by Thoreau is ...

    • Marketing practices in export industry in India 

      Pandey, Abhay Kumar; Mishra, Palak (Indian Institute of Management Ahmedabad, 2021-09-07)

    • The need for regional service customization in the gold finance industry 

      Joseph, John; Hooda, Varun (Indian Institute of Management Ahmedabad, 2021-12-14)
      Gold has a specific role in India's socioeconomic environment. Particularly in rural communities, it is viewed as a valuable asset, a hedge against inflation, and an immediate source of cash. India's households Gold is ...

    • Path to sustainability: marketing in Indian startups 

      Yadandla, Aditya; Sharma, Mehak (Indian Institute of Management Ahmedabad, 2019)
      Around ninety percent of Indian startups fail within the first five years, according to a Moneycontrol report (Moneycontrol news, 2018). In this age of high fund inflow and rapid scale up decisions, the strategies along ...

    • Political affiliations of consumers and their effect on service failures 

      Shah, Deven; Manasi, Susarla (Indian Institute of Management Ahmedabad, 2020)
      With the distance between companies and consumers decreasing, it has become extremely easy for customers to complain and access redressal and recovery strategies from companies. We also see that a customer’s overall ...

    • Product return in e-commerce: examining the marketing contingencies for emerging markets 

      Tiwari, Aarushi; Maurya, Vineet (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 ...

    • Salesforce compensation in startups 

      Bandavath, Achyutha; Saketh, Kodam (Indian Institute of Management Ahmedabad, 2020)
      Startups have traditionally found it difficult to survive, and this is evident by the Startup Genome 2019 report, which claims that 11 out of 12 fails (Startup Genome, 2019). Startups are often cash strapped and find ...