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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 ...