Browsing Thesis and Dissertations by Subject "Retailing"

Now showing items 1-2 of 2

    • Essays on consumers’ responses to retail promotions 

      Kumari, Rashmi (Indian Institute of Management Ahmedabad, 2021-09-24)
      How do consumers respond to innovative forms of promotional strategies employed by retailers? This thesis attempts to answer this question across two essays, using experiments as a primary method of inquiry. In Essay 1, ...

    • Essays on the elements of consumer journeys in retailing 

      Akella, Laxminarayana Yashaswy (Indian Institute of Management Ahmedabad, 2023)
      "In two essays, I examine how elements in online and offline consumer journeys can be used to study consumer behaviour. In the first essay, I bring in the network theory perspective as an element to study online consumer ...