Browsing Student Projects by Author "Roy, Subhadip"

Now showing items 1-20 of 20

    • Analysis of direct vs indirect advertising and its effects on consumer perception of the brand 

      Sulthana, Bismitha; Udayabhanu, Pooja (Indian Institute of Management Ahmedabad, 2021-09-07)
      Comparative advertising is one of the marketing tactics that brands have widely used to grab the attention of the masses and persuade them to use their products over their competitors’. Some of these are direct in nature, ...

    • Are consumer’s empowered at all? investigating the role of empowerment on packaged food purchases in India 

      Singh, Asweta Kumari; Adhikary, Sriyanka; B., Sunder Raghavan; Suresh, Surya (Indian Institute of Management Ahmedabad, 2018)
      Packaged foods have become prominent in India, providing convenience and hygiene to the consumers. Many national, regional, local brands offer packaged food products in India and the market offers multiple choices to the ...

    • BLAROSE: navigating post-crisis challenges 

      Jain, Darpan; Saha, Sucharita (Indian Institute of Management Ahmedabad, 2020)
      On a rainy evening in mid-august, looking outside the window while sipping coffee, Ms. Avneet Kaur, co-founder and CEO of Blarose, was immersed in deep thought. Having been through significant early struggles, Avneet, along ...

    • Building brands with instagram story interactions 

      Bhawsar, Kanishk; Majumdar, Subham (Indian Institute of Management Ahmedabad, 2020)
      With the popularity of Instagram at its peak, and the number of pivots a user has for engaging with brands, marketing on Instagram has become extremely important to the growth strategies of these brands. It not only provides ...

    • Cause marketing by FMCG brands and its impact on purchase decision of Indian consumers 

      Rajguru, Sandeep; Redij, Aayush (Indian Institute of Management Ahmedabad, 2021-09-07)
      Our project will be focused on gaining insights about the latter kind of cause marketing, and specifically on studying the impact of purchase decisions of consumers in Indian markets when FMCG brands have employed such ...

    • Digital marketing in food industry 

      Garg, Abhishek; Prakash, Sneha K. (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 ...

    • Effectiveness of branded content as a marketing communications concept 

      Phuntsok, Ngawang; Pandey, Shivkar (Indian Institute of Management Ahmedabad, 2020)
      Little empirical research has gone into clearly defining what the concept of marketing through branded content actually encompasses. On the other hand, the interest in branded content/ content marketing / sponsored content ...

    • Exploring consumer behaviour on digital space related to ad fatigue and banner blindness 

      Rohilla, Kartik; Mohanta, Arnab (Indian Institute of Management Ahmedabad, 2020)
      Banner blindness is a phenomenon in web usability where visitors to a website consciously or unconsciously ignore banner-like information, which can also be called ad blindness or banner noise. (Wikipedia, 2020) Banner ...

    • Frugal innovation in rural India 

      Priyanka; Kumar, Devesh (Indian Institute of Management Ahmedabad, 2019)
      For major part of the millennia the focus of innovation in products and services has been on catering to the various needs of the high-income earners. The same approach was passed on to the developing countries when the ...

    • Impact of social media influencers on consumer behaviour 

      K, Amritha; S, Prabu (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. ...

    • Relevance of the seven deadly sins in marketing 

      Hmar, Danny Ramdinsanga (Indian Institute of Management Ahmedabad, 2021-12-14)
      Since time immemorial, sins and morality have been a subject of interest among religious communities. Many religions argue that human beings' natural desires and longings are sinful in nature if left unchecked. The ...

    • Sexual wellness market in India: Why aren’t we talking about female pleasure? 

      Ghuguloth, Sreehitha; Ramji, Sonali (Indian Institute of Management Ahmedabad, 2021-09-07)
      A major trend change that was observed in the last 5 decades is that consumption has increased in the smaller towns and cities as the metro cities continue to consume it at a higher rate. Tier-II towns like Jaipur, Surat, ...

    • Study of factors influencing consumer purchasing behaviour for healthy food products 

      Mukherjee, Agniv; Mazumder, Sayon (Indian Institute of Management Ahmedabad, 2020)
      Organic food is growing rapidly and currently about 160 countries and 1.8 million people practise organic agriculture. (Kilcher). The major reason for growth in consumption of organic foods is the growing commercialization ...

    • Study on content driven creative marketing: modern methods of user engagement 

      Baghel, Utkarsh; D. V., Nayana (Indian Institute of Management Ahmedabad, 2020)
      You are bound to come across promoted content or “ads” if you use any of the social media platforms be it Facebook, Instagram, Twitter, YouTube, etc. The content is subtly pushed in between the non-promoted organic content ...

    • Study on the effectiveness of different types of B2B advertising 

      Das, Kaustav; S., Sindhu (Indian Institute of Management Ahmedabad, 2020)
      This paper tries to explore more on the use of social media as a marketing tool in the B2B segment. The extant gap in the theoretical and the empirical world increases the challenges in understanding the adoption of social ...

    • Study on the social media strategies of Indian Super League (ISL) and Indian Premier League (IPL) clubs 

      R., Rakesh; Munda, Pranay (Indian Institute of Management Ahmedabad, 2020)
      The Hero Indian Super League (ISL), founded in 2014, is one of India's two existing domestic football tournaments, the other being the much older I-League. ISL was launched to grow the sport of football in India and increase ...

    • To understand the relation between celebrity capital life cycle and food product life cycle & its effect on consumer perception 

      Kaur, Manpreet (Indian Institute of Management Ahmedabad, 2020)
      Food & Beverage industry players have known to come up with innovative advertisement ideas to attract consumers in the competitive market. They communicate their product and brand value through innovative ads using ...

    • Understanding music in advertising and its effect on brand recall for FMCG 

      Bhatia, Sonakshi; KAS, Shonreithei Agnes (Indian Institute of Management Ahmedabad, 2020)
      ▪ According to IPA Databank findings, ‘musical ad campaigns are 27 percent more likely to report large business effects than non-music campaigns.’ ▪ A research report named “Strike a chord” involved working with neuroscience ...

    • Understanding the effectiveness of push notifications as a marketing tool on consumer perception and behavior for hyperlocal players in the food industry 

      Doiphode, Aditya; Mehta, Drashti (Indian Institute of Management Ahmedabad, 2020)
      This project course focuses on understanding if push notifications are effective marketing tools for brands in the food industry. The aim is to firstly understand the current consumer perception towards notifications, and ...

    • Understating the working and the impact of co-advertising in the space of movie trailers 

      Chhajer, Ananta; Nikam, Rudra (Indian Institute of Management Ahmedabad, 2020)
      The Indian film entertainment industry has been growing at 10 percent (YoY) in terms of the number of films released, in consequence of which we witness a stark increase in the marketing budget of 5-6 percent, a figure ...