Browsing Working Papers by Author "Mehta, Subhash C."

Now showing items 1-12 of 12

    • Consumer research and public policy: the case of sugar crisis of 1980 

      Mehta, Subhash C.; Chhatopadhyay, A.; Jain, B.K. (2010-03-14)
      Based on Consumer Study of Ahmedabad households, conducted immediately after the sugar crisis of 1980, the paper presents the changes that consumer consumption, buying and stocking patterns went through because of the high ...

    • Effect of sexual illustrations on brand - product recall: an experimental study 

      Mehta, Subhash C.; Bhagwat, N. P.; Bhargava, Pravin (2010-03-29)
      This research study has attempted to experimentally measure effect of sexual illustrations on brand - product recall. The study is an extension of the work done by M. Ste adman and M.W. Alexander and Ben Judd, Jr. Published ...

    • A generalised scale for pretesting print advertisements 

      Mehta, Subhash C.; Chhabra, H. S.; Raju, V. R. (2010-03-20)
      The Working Paper presents the findings of a research study which was initiated to develop a generalized scale which could be used to pretest an advertisement prepared by an agency or to compare alternate advertisements ...

    • Language translations in advertising and marketing research: need for recognizing measurement differences 

      Mehta, Subhash C.; Parekh, Jayshree S. (2010-03-14)
      This paper reports the findings of an empirical study, designed to test the following four hypotheses: H1 : When consumers rate the same advertisement on two language versions of the same work (adjective), the mean ratings ...

    • Marketing orientation in Indian industry 

      Mehta, Subhash C.; Joag, Shreekant G. (2010-03-14)
      An instrument with 54 items was developed to measure marketing orientation of Indian companies. Ninety-one senior marketing executives from a cross section of Indian manufacturing companies provided data on their perceptions ...

    • Marketing research and the regional languages problem 

      Mehta, Subhash C.; Parikh, Jayshree S. (2010-07-27)
      Marketing research studies in India, particularly those based on consumer surveys, which extend data collection beyond a particular linguistic region, confront a serious problem of language comparability in the questionnaires ...

    • Marketing, yes, creative marketing of special bearer bonds 

      Mehta, Subhash C.; Bhatt, Udayan (2010-03-14)
      The paper examines the marketing tasks involved in case full potential of the special bearer bonds which is being introduced by the Government of India to mop up undeclared money that is accumulated in the economy. The ...

    • MIS-Marketing by the dream merchants: the case of state lotteries 

      Joag, Shreekant G.; Mehta, Subhash C. (2010-03-14)
      The paper pleads for a total review of state operated lotteries in India. The idea of state run lotteries came with the laudable objective of mobilizing surplus money in the society by exploiting the gambling instinct and ...

    • Organisational buying: supplier evaluation criteria for standard products 

      Mehta, Subhash C.; Khurana, Rakesh; Chhabra, H. S. (2010-03-14)
      The basic objective of the study was to understand the relative importance of various supplier attributes as perceived by purchase executives in India. The second objective of the study was to find out whether there were ...

    • Predicting new product success: role of product-category related variables 

      Mehta, Subhash C.; Pandya, Anil (2010-03-20)
      Can one identify the major characteristics of the product class that facilitate or hinder the initial success of new products? Answer to this question should be of considerable interest to marketing managements in India ...

    • Role conflict, tension and job satisfaction: a study of medical representatives 

      Mehta, Subhash C.; Chawla, D.; Pandya, A.M.; Roy, Surupa (2010-03-13)
      The present study was designed to empirically examine the following questions: (1) What are the most significant determinants of the concepts of role conflict, role clarity, quality of supervision, job tension and job ...

    • Supplier evaluation criteria for special projects: differences from standard products 

      Mehta, Subhash C.; Rao, C.P.; Kiser, G.E. (2010-03-14)
      Purchase executives in India were asked through a mail survey to rate 65 different suppliers attributes in regard to their importance for the purchase of standard and special products. While the standard products were of ...