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New product introduction strategy in consumer products category in India
(2010-03-26)
The objective of this study is to obtain an insight into the nature of new product introduction strategies of Indian nature of new product introduction strategies of Indian organizations. Data on 237 product/brand launches ...
Comprehensive Analysis of Exclusive Brand Store Customer in Indian Market
(2009-08-03)
Segmentation classifies customers into groups which enables the retailers identify their target segment and provide the desired value. This paper is an attempt to group the customers and generate a profile of the revenue ...
Salesperson’s Customer Orientation: A Reconceptualization and a New Definition
(2009-07-30)
This study critically examines the existing domains, conceptualizations and operationalizations of the salesperson’s customer orientation constructs present in the literature. The widely used Salesperson orientation-Customer ...
Impact of Initial-Trust Image on Shopper Trust and Patronage Intentions
(2009-08-03)
The objective of this study is to examine the role of store image in influencing shopper trust and patronage intentions when 1) the store has never been visited and 2) the store has been visited. This study also identifies ...
Wheat Marketing and its Efficiency in India
(2009-08-08)
The study examines the marketing of wheat in India, focusing on the private marketing system, the marketing efficiency and quality. Wheat is now a major food staple in India, crucial to India’s food economy and security. ...
‘The Value-Congruity Relationship Model’
(2009-08-21)
Marketers have always aimed at improving quality of relationship with consumers. Recent efforts exploring into brand-consumer relationships indicates that individuals use the interpersonal relationship elements to forge ...
An Empirical View of the Different Types of Consumer Promotions in India
(2009-09-05)
The paper provides an empirical view of the range of promotions launched in the Indian market place from 1996 to 2003. The different promotions include free gift offers, price offs, extra product offers, exchange offers, ...
Can targeting work in food security programmes? a study of consumer behaviour and the fair price shop system for food in India
(2009-12-14)
In most major subsidised food distribution programmes, targeting of benefits to the principal beneficiaries is significant problem. For India s public distribution system for foodgrains which works through an immense network ...
A study of the evolution of nature and narration of brands in an emerging market
(Indian Institute of Management Ahmedabad, 2017-05-23)
Brands evolve over time as a result of factors that facilitate or force. Such changes could, firstly, be the result of changes in the operating environment, such as changes in either consumer-related aspects like consumer ...
Brand specific associations and consumer involvement in the evaluation of brand extensions
(Indian Institute of Management Ahmedabad, 1998-12-01)
Research in the area of brand extensions has focused on the themes of simple affect transfer and category based affect transfer to explain attitude towards the extension. Subsequent research stresses the importance of ...