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Now showing items 11-20 of 24
Brand adoption by BoP retailers
(Emerald Group Publishing Ltd., 2017)
Purpose: The purpose of this paper is to develop a framework to understand how bottom of the pyramid (BoP) retailers adopt brands who sell to a very different set of customers and are served through long indirect channels. ...
Decision making process for bottom of the pyramid consumers: a case of FMCG products
(NMIMS Management Review, 2014)
The purpose of this paper is to examine the nature of
family purchase decision making at the Bottom of the
Pyramid (BOP) using a study of BOP consumers in
India. The primary objective is to identify the purchase
approach ...
Teaching social entrepreneurship: development through the juxtaposition of heart and head
(Indian Journal of Economics and Business, 2014)
Over the last two decades, we have witnessed the growing awareness of social entrepreneurship education especially in developing countries. The value of social entrepreneurship as a discipline is gaining grounds in today's ...
Impact of Store atmospherics on customer behavior: influence of response moderators
(Serialspublications.com, 2014)
This study aims to explore the theme of creating and managing the store atmosphere of exclusive stores from a customer's point of view. The findings from the study indicate that store atmospheric factors have a significant ...
Buying impulsive trait: an effective moderator for shopping emotions and perceived risk
(Indianjournals.com, 2014)
The study provides a strong evidence of the relationship between buying traits, perceived risk, and buying emotions. It substantiate arousal and pleasure and dominance have significant relationship with impulsive buying ...
The effect of CRM stages along with brand images and values on sustainable corporate performance
(Inderscience Enterprises Ltd., 2014)
The paper aims to understand the relation of customer relationship management (CRM) stages on the belief about sustainable performance, along with brand images and values as moderating factors and covariates. CRM stages ...
Role of haptic touch in shopping
(Decision, 2013-05-05)
Research on multisensory nature of consumption has highlighted importance of smell, taste, and touch during product evaluation and subsequent purchase decisions. However, there are very few studies in marketing which have ...
Role of gratitude and obligation in long term customer relationships
(Elsevier Ltd, 2016)
This paper examines the role of gratitude and obligation in customer relationships. We surveyed 398 customers exiting grocery and clothing stores in Ahmedabad and Jaipur cities in India, after they had finished shopping. ...
Antecedents to customer dependency in buyer-seller relationship: a BOP retailer investigation
(Sage Publications India Pvt. Ltd, 2016)
Relationship marketing research extensively covers such variables as customer dependence, satisfaction, trust and loyalty, which play an important role in building and maintaining long-term relationships. Countries like ...
Impact of consumer social responsibility and brand social responsibility image on brand loyalty
(International Journal of Management and Business Research, 2013)
The present paper focus on ITC notebook and try to understand consumer social responsibility for cause related
brand and how their preference level changes with different firm donations, and how this activity leads to ...