Browsing Thesis and Dissertations by Author "Jaikumar, Saravana"
Now showing items 1-1 of 1
-
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, ...