Now showing items 1-6 of 6
Store format choice behavior for planned purchases – a case of bulk grocery
Store format choice is recognized as a significant and relatively long term decision for retailers as well as the consumers. The thesis studies this choice decision from consumer perspective in a planned purchase situation ...
Consumer evaluation of brand extensions: the process, and moderating role of involvement
Brand extension is the strategy of using a well-established brand name to enter a different product category. Consumers1 evaluation of a brand extension is primarily suggested to be a function of brand affect (attitude ...
Study of the repurchase behaviour of farmers: case of the Indian tractor market
Knowledge about a product category affects various aspects of the consumer buying process. This has been recognized by researchers as an important factor in the field of consumer behavior. It has been found to influence ...
The influence and interaction of online store brand and product brand on pre-purchase and post-purchase consumer behaviour
(Indian Institute of Management Ahmedabad, 2017)
Consumers often use product brand name and store brand name as proxies of quality while making purchase decisions. In an online shopping context, the inability of consumers to physically examine the products increases the ...
Essays on consumers’ responses to retail promotions
(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
(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 ...