Journal articles on the topic 'Consumer behavior – India'
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Suraj Kushe Shekhar, Tony P Jose, and Rehin K R. "Consumer buying behavior and attitude towards pharmaceuticals." International Journal of Research in Pharmaceutical Sciences 10, no. 4 (November 2, 2019): 3392–97. http://dx.doi.org/10.26452/ijrps.v10i4.1649.
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Pharmaceutical industry is a fastest growing industry in India. It is valued at above US 40 billion dollars. India exports large amount of drugs to difference parts of the world. Nowadays people are conscious of what they buy. Even if doctors prescribe a medicine, consumers resort to internet to get more information on the medicine before they consume it. Consumers have different perceptions on various kinds of drugs. Understanding the consumer attitude towards drugs will help the marketers to formulate marketing strategies better. The present study examines as to what the consumers look out when they reach to purchase a drug from the pharmacy. This paper scrutinizes and gives insights on consumer behavior and their attitudes towards buying different types of pharmaceuticals (like over-the counter drugs, herbals, ayurvedic, analgesics etc). The paper highlights the importance of factors like price, trust and brand in making importance purchase decisions. Further it was also observed that most of the people prefer buying over-the-counter drugs, which might end up being misused by the consumers. However, it was also found that consumers try to be well-aware of the medicine before buying or consuming it. Along with it, price sensitivity is something which majorly dominates the buying behavior of the consumers.
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Kautish, Pradeep, and Ganesh Dash. "Environmentally concerned consumer behavior: evidence from consumers in Rajasthan." Journal of Modelling in Management 12, no. 4 (November 6, 2017): 712–38. http://dx.doi.org/10.1108/jm2-05-2015-0021.
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Purpose This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the right marketing mix for consumers in the rural market. There is a great dearth of empirical research on consumer behavior facets on environment-friendly products for rural market in India. Design/methodology/approach Conclusive cross-sectional descriptive research design has been used to study the environmentally concerned consumer behavior (ECCB) for environment-friendly products with the help of a survey instrument relevant for empirical research. This paper adds to the existing literature by developing one model in the Indian context for the rural market. The research study used exploratory factor analysis and confirmatory factor analysis with structural equation modeling approach to analyze the collected data from consumers. Findings The major finding of the study is that consumers living in rural areas are aware about the environmental movement, but marketers have probably not fully explored the potential for environment-friendly products. The study strongly argues that organizations should leverage on the rural market opportunity in India. It confirms the need to tailor marketing mix for rural markets for determining behavioral dimensions of consumer decision-making. Research limitations/implications This empirical research paper is developed and applied in the Indian context, with special reference to the rural market of the country. Results may change when applied to different rural locations in the same country and/or different countries depending on their demographic variables, psychosocial factors and socioeconomic conditions. The findings of this study need to be viewed within the context of certain limitations of location, social and economic issues. The study provides the initial base for further research on the theme, as there are no such studies available on environment-friendly products. Practical implications This research study is highly useful for the business firms deciding on marketing mix variables for environment-friendly products in rural market scenario in India, and it provides inputs for formulating major policy decisions in marketing. The study provides insights for managers, policymakers and organizations operating in rural markets and working on different facets of environmental protection issues in different forms. Social implications It has been investigated across global markets that human activities have altered the natural ecosystem, so to make natural resources available for the future generation, there is a greater need to achieve more sustainable forms of development. The study provides insights from the rural Indian market for better adoption of environment-friendly products and will motivate marketers to explore the rural market horizon. Originality/value The study has been conducted with consumers who are residents of one small town in India. So far, no study has been conducted, and it is first such attempt to analyze the rural Indian market for environment-friendly products and consumer behavior ever since such products were launched in the country. This study provides an early glimpse into the workings of marketing practitioners who work on consumer strategy formulation and rural marketing decision-making for environment-friendly products.
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Kumar Premi, Jitendra. "Anthropological Approaches to the Study of Buying Behavior and Consumers Rights of Rural and Tribal Consumers in India: An Appraisal." Indian Journal of Research in Anthropology 5, no. 2 (December 15, 2019): 57–64. http://dx.doi.org/10.21088/ijra.2454.9118.5219.1.
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Business anthropology has emerged recently as a professional sub-field that joins together several streams of literature related to multiple dimensions of the business enterprise. A consumer is the one who pays something to consume goods and services produced. As such, consumers play a vital role in the economic system of a nation. The aims and objectives to be considered are as follows; to identifying cultural and socio-economic determinants which affect the buying behavior of rural and tribal consumers in the backward and tribal villages of India, to explore the awareness regarding legal provisions of the consumer rights among the rural and tribal consumers in backward and tribal villages of India and to investigate the incidents of violation and exploitation of the consumer rights of the rural and tribal consumers in backward and tribal villages of India. The paramount fact is that, we have the huge scarcity of the research work related to the consumer behavior, in the terms of business anthropological perspectives, especially on the tribal consumer behavior. One of the prime objectives of these kinds of studies is to investigate the impact of demonetization on the rural and tribal production, trade and markets. Apart from these there are no studies on the impact of demonetization on the tribes of India. Above mentioned facts have proved that that there is a big gap in the field of rural and tribal consumer behavior study, especially in the terms of business anthropology. Therefore, there is urgent need to conduct such type of study. The comprehensive analysis of the primary data which will collect from tribal and rural areas; will form a basis for recommendation and policy measures with consideration of the cultural, socio-economical and local particularities. The finding of the study would highlight various dimensions of problems encountered by rural and tribal consumers in terms of violation of their rights and exploitation through chain of disbursement of goods and services.
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Swathi, T. V. S. S., and V. Narasimha Rao. "Impact of Socio-Economic Variables of Customers on the Antecedents of Customer Experience Management in Retail Sector: An Evaluative Study." Asian Journal of Managerial Science 8, no. 2 (May 5, 2019): 64–68. http://dx.doi.org/10.51983/ajms-2019.8.2.1550.
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In India there has been a tremendous change witnessed on the consumer behavior since the liberalization of Indian economy from the year 1990s. In a developing economy like India, the biggest challenge a retailer faces would be to tackle the ever-changing consumption practices. India is the world’s fifth largest global destination in the retail space. The consumers in different socio-economic classes will generally have different priorities which will affect how they spend their money. It is essential on the part of retailers to understand socio-economic and demographic factors of consumers, affecting the antecedents of customer experience management in retail trade. This paper is an empirical analysis to know the socio-economic factors impact on consumer behavior in retail sector.
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Raza, MD DANISH, and Reshma Nikhat. "Impact of Coronavirus on Consumer Behavior." ECS Transactions 107, no. 1 (April 24, 2022): 11559–65. http://dx.doi.org/10.1149/10701.11559ecst.
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India being worst hit during the second wave of coronavirus left a devastating effect on lives and economy. India is facing the greatest crisis since its independence and people are feeling unsecured because of this deadly virus. Lockdown and social distancing have changed not only the consumer buying habits but also the shopping preferences. As coronavirus progressed the consumer optimism declined in India. Consumers are worried about personal and family safety. A majority of people are trying to do their work from home and stepping out only to buy the essential goods. This crisis has affected brand, category preferences, buying behavior, and spends. As purchase decision people are spending higher on their health and hygiene products and preferring home deliveries rather than visiting stores. People have adopted low touch activities which has increased digital payments and online transaction. This paper attempts to examine the impact of coronavirus on consumer behavior.
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Jain, Sheetal, Mohammed Naved Khan, and Sita Mishra. "Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior." Journal of Asia Business Studies 11, no. 1 (January 3, 2017): 4–21. http://dx.doi.org/10.1108/jabs-08-2015-0118.
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Purpose Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior. Design/methodology/approach A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling. Findings The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior. Originality/value This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.
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Chaudhary, Richa. "Green buying behavior in India: an empirical analysis." Journal of Global Responsibility 9, no. 2 (May 8, 2018): 179–92. http://dx.doi.org/10.1108/jgr-12-2017-0058.
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Purpose Using insights from theory of planned behavior (TPB), this study aims to examine the determinants and their relative importance in predicting green buying behavior among young educated consumers in India. Design/methodology/approach Data are collected from 202 young Indian consumers using online questionnaire survey. Confirmatory factor analysis is used to ensure the reliability and validity of study measures in the present context. Structural equation modeling is used to test the proposed research model. Findings Findings confirm perceived value and willingness to pay premium as significant predictors of the green purchase intention. In turn, green purchase intention significantly influenced green buying behavior. Practical implications This study by advancing the understanding on the factors influencing green product purchase intention and behavior among Indian youths will help the policymakers to design policies and programs to encourage the adoption of green purchase behaviors, which in turn will help in addressing the problem of environmental sustainability, which the whole world is struggling with. Originality/value This study validates the importance of TPB framework in comprehending consumer green product purchase intention and behavior in a culturally different context of India. Thus, this study contributes to the green marketing literature by examining the unique combination of variables in predicting green buying behavior in an integrated framework. It also extends the TPB by demonstrating the importance of additional constructs, perceived value and willingness to pay in predicting green purchase intention and behavior among young millennials in India.
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Gajbe, Gaurav, and Sidhharth Nagdive. "AN ANALYTICAL STUDY OF CONSUMER BEHAVIOR ABOUT PROMOTIONAL STRATEGY ADOPTED BY MARKETERS WITH SPECIAL REFERENCE TO ELECTRONICS DURABLE GOODS IN NAGPUR." International Journal of Advanced Research 10, no. 05 (May 31, 2022): 909–14. http://dx.doi.org/10.21474/ijar01/14794.
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Today, consumer behavior is important concept in the market and there are many factors influence the consumer behavior such as economical, cultural, social, psychological and personal. In the market every company want to understand the need of the consumer and in current market situation companies are making problem solving product of consumer. Electronics durable goods are important part of consumer in their day to day life so it is necessary to research. Marketers can influence consumer behavior through promotional strategy. Promotional strategy includes social Media Promotion, mail order marketing, product sample, point of sale promotion, customer referral incentive program. Many companies are working in this sector and every companies having large investment. Electronic durable goods include refrigerators, air conditioners, computers, televisions, washing machines, cell phones and kitchen appliances etc. The need of this research paper is to know the link between promotional strategy and consumer behavior. So far past study concern many authors study about consumer behavior about different sectors so it is necessary to study consumer behavior about promotional strategy adopted by consumer electronics durable goods companies. In the current market situation consumer is totally aware about product features that means consumer watch promotional strategy of the company. Today our countries literacy level is good and after globalization many foreign companies are making rout in the Indian market thats why consumer getting so much attraction and importance. Companies are designing their product after studying consumers taste and preferences. In the marketer side many competitors are their include Bajaj Electricals Ltd., Blue Star Ltd., Crompton Greaves Consumer Electricals Ltd., Godrej and Boyce Consumer Electricals Ltd., IFB Industries Ltd., Johnson Controls-Hitachi Air Conditioning India Ltd. Philips India Ltd. Etc. So in this cut throat competition one who understand consumer is survive in the market.
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Vijay, Dr S. "A Study On Impact Of White Goods Towards consumers Preference." Journal of University of Shanghai for Science and Technology 23, no. 12 (December 18, 2021): 300–315. http://dx.doi.org/10.51201/jusst/21/121029.
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The market’s level of competition has risen as a result of the advent of the overseas white goods industry. With rising earnings, dual-income families, changing lifestyles, credit availability, greater consumer knowledge, and the introduction of new models by Indian and multinational companies, India’s consumer durable sector is riding the crest of the country’s economic boom. As the Durable market is growing rapidly, an understanding of the consumer behavior regarding the characteristic of consumers in influencing their buying behavior is crucial. Consumer requirements of Air-condition, Washing machine and Refrigerator are at present not limited to its basic function but also on other values like – efficiency, ease of use and comfort. The consumer durables industry is marked by the growth of multinational corporations (MNCs), exchange offers, discounts, and fierce competition. MNCs have a 65 percent market share in the consumer durables industry. The expanding Indian middle class is a major focus for multinational corporations. They compete on the basis of a firm grasp on the local market, well-known brands, and a large distribution network, whereas Indian companies compete on the basis of a firm grasp on the local market, well-known brands, and a large distribution network. Consumer durables penetration, on the other hand, is still low in India. At this juncture, this study has been undertaken for to find out the impact and reality of white goods market in India.
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Singh Sarna, Ishaan. "IMPACT OF DIGITAL WALLETS ON CONSUMER BEHAVIOR IN INDIA." International Journal of Advanced Research 9, no. 09 (September 30, 2021): 220–36. http://dx.doi.org/10.21474/ijar01/13397.
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In todays tech-driven world, digital wallets such as Paytm, GPay, MobiKwik, and so on, are gaining immense popularity among consumers. With economies becoming digital as more and more consumers opt for computerized alternatives to the traditional leather wallet, the industry has become a profitable base for potential investors. In India, specifically, the growth of digital wallets has been propelled by the demonetization policy, which significantly reduced the volume of currency in circulation, implemented by the government in 2016. One of the major consequences of an increase in the popularity of digital wallets has been a shift in the behaviors and spending habits of consumers, particularly in India, where the transition to a cashless economy has been considerably rapid. The goal of this study is to assess the apparent impact of the transition to digital economies on consumer behavior, and the various factors associated with this shift. This assessment was made by surveying users of digital wallets, between the ages 18 and 65, to seek their responses on how shifting to digital wallets has impacted them, their spending habits, etc. The responses were closely analyzed and interpreted to come to a conclusion.
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ELANCHEZHIAN, J., and Dr K. KALAICHELVI. "Organic Consumer Behavior- Special reference to cereal /cereal products in the southern part of Tamilnadu." Think India 22, no. 3 (September 20, 2019): 757–67. http://dx.doi.org/10.26643/think-india.v22i3.8395.
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Consumers’ interest in organic products is increasing globally. As IFOAM 2016 report, only 1.2 % of the land has been utilized in organic agriculture method. The overall organic market has achieved 89.7 billion $ in 2016 in that, & 48.4 a billion in sales accounted for the USA and German alone. Total registered organic producer in the worldwide is 2.7 million in that India is the leading country which has 835,200 organic producers. But many of them are a small farmer, and they had shared 1.49 million hectares only. The Government of India (GOI) and the state governments have taken several steps to improve the regulatory mechanism and frame several schemes to incentivize organic farming. 2017 December, Food Standards and Safety Authority of India (FSSAI) have recognized both the certification systems (NPOP and PGS-India) valid for organic food products. From these steps, GOI has tried to create confidence in the organic products, so that, domestic consumers and export countries can trust Indian organic products. But still, the organic sector in India suffered from some unique characteristic that is the absence of proper branding, package, consumer awareness, purchasing power, and supply chain issues (Agarwal, 2018).
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Goriparthi, Ravi Kumar, Terefe Zeleke, and Merga Mekuria. "Consumer Behavior on Online Shopping in India." International Journal of Emerging Research in Management and Technology 6, no. 4 (April 20, 2017): 184–94. http://dx.doi.org/10.23956/ijermt/sv6n4/121.
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Kushwaha, Gyaneshwar Singh, and Nagendra Kumar Sharma. "Educated Young Consumer Purchase Behavior towards Green Products." International Journal of Green Computing 6, no. 1 (January 2015): 48–63. http://dx.doi.org/10.4018/ijgc.2015010105.
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Green marketing is one of the emerging fields in India. Educated young consumers are very advantageous segment for green marketing. This paper aims to evaluate the purchase behavior and reactions of educated young consumers towards ‘green products' which is an essential element of the green marketing. Various variables have been found on the basis of the literature review. The survey questionnaire was designed with the help of literature and expert's inputs and got 343 actual respondents. An exploratory factor analysis and linear regression analysis has been used to bring the findings of the study. The result of the study shows that EYCs (Educated young consumers) purchase behavior towards green product is positive. Green product awareness, Eco-labels and satisfaction and all these found significantly associated with the purchase behavior or intention, but premium price and consumer (those who are highly concern towards environment) has insignificant relationship with the purchase behavior. The concept of green marketing in India is emerging and the study can be a meaningful guide.
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PRIYADHARSINI, S. ANNIE. "Consumer Behavior and The Marketing Strategies of Fast Food Restaurants in India." Indian Journal of Applied Research 4, no. 4 (October 1, 2011): 1–3. http://dx.doi.org/10.15373/2249555x/apr2014/248.
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Mohan, Jagadish, and Dr Sushil Tiwari. "INVESTIGATING THE CUSTOMER BUYING BEHAVIOR OF FABRIC PRODUCTS IN INDIA." International Journal of Social Sciences & Economic Environment 5, no. 2 (December 30, 2020): 20–24. http://dx.doi.org/10.53882/ijssee.2020.0502003.
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Purpose: The purpose of this study is to understand the variables affecting the consumers while purchasing the products and to identify whether the purchase of the products creates or disappointment leading to affinity towards handloom products. Design/Research Methodology/approach: Data were collected from 251 handloom product customers in Bhopal through a questionnaire and collected data is analysed with the help of Percentage analysis and Factor analysis. Findings: The attitude of the consumers towards handloom products was highly influenced by the attributes of convenience, attraction, expectation and awareness. Research Implications: The consumers prefer handloom products for their regular use and were of the opinion that their reaction will differ towards price changes of handloom products and hence, the sellers can consider these as the important elements while fixing of the prices of the handloom products. Scope for future work / Research limitations: This study mainly focused to identify the factors influencing the attitude of the consumers towards purchase of handloom products and also study about the consumer attitude depending on the demographic factors of the handloom product. The consumers attitude may also be assessed by including some more attitudinal factors. Further this contribution surveyed 251 respondents from a particular city; hence the result may or may not be applicable to the other cities or states in India. Originality/value: The analysis based on secondary data has found that there are various studies on factors affecting consumer attitude but this paper has taken demographic factors affecting consumers purchasing attitude towards handloom products. Key Words: Demographic factors, factor analysis, customer delight Paper type: Research paper
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Habib, Sufyan, Nawaf N. Hamadneh, and Abdelaziz Alsubie. "Modeling Advertising Practices for Product Involvement and Consumer Impulsivity in Branded Apparel: A Case Study of Indian Consumers." Sustainability 13, no. 4 (February 20, 2021): 2309. http://dx.doi.org/10.3390/su13042309.
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The exponential growth of advertising in enhancing consumer impulsivity has drawn the interest of many researchers to explore the various dimensions of advertising and its effective modeling. The branded apparel product market has grown significantly, a large number of competitors have entered into the market with variant quality, and there are a number of attractive advertising practices. The main aim of this study was to analyze the advertising practices and their relationship with consumer product involvement and the impulsive buying behavior of consumers in branded apparel in India. In a survey of 445 Indian customers, the study indicated that advertising practices significantly affect consumer involvement in branded apparel products and enhance their impulsivity toward products. The study also indicated that the level of consumer involvement in the branded apparel product significantly mediates the relationship between advertising practices and consumer impulsive buying behavior. Effective advertising practices will help companies to enhance consumer involvement that will enable branded apparel companies in enhancing consumer impulsiveness toward products. Some of the managerial implications, limitations, and scope of future research are also presented in the study.
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Kundu, Vaibhav. "Consumer Behavior while Choosing Air Travel in India." International Journal for Research in Applied Science and Engineering Technology 9, no. 8 (August 31, 2021): 2422–28. http://dx.doi.org/10.22214/ijraset.2021.37776.
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Abstract: The domestic airline industry of India has been witnessing an enormous transformation over the period. Different class of people can avail this service due to modern specifications, affordability rates, ease of reachability, frequency of flights, quality of service, etc. The recent studies depict that the number of customers opting for domestic air travel has a steep increase when compared to the past numbers. This has been possible due to increase in connectivity of different areas and reducing the flight fares to increase the accessibility and reachability for the customers. Reducing fares and increasing connectivity does not only help the customers but it has also helped a lot to contribute to the business of airlines to a very large extent. This research mainly focuses on the consumer behavior while choosing different airlines. There are multiple factors which affect while choosing the appropriate flight company for travelling. There are different class of customers and accordingly the airline companies need to match their preferences. Some consumers want affordable rates whereas some customers want better quality o service. This research will basically give an idea which factors pertain the most while choosing the perfect flight for domestic travel within India. Keywords: Quality Service, IndiGo, SpiceJet, Go Air, Air Asia, Vistara, Air India, Statista, Holidify
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Shrivastava, Ram, and Manish Nagaich. "The cultural influence on consumer behavior in India." Environment Conservation Journal 14, no. 1&2 (June 16, 2013): 131–35. http://dx.doi.org/10.36953/ecj.2013.141223.
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This paper examines the effect of culture on the Indian retail market and the behavior of native consumers. Here we have tried to study in the change of behavior of consumers and their concern for their culture. Today’s era can be quoted as the era of consumerism where the market is designed and customized as per the need of hour. The focus is laid on the emerging trends in shopping and the changing shopping habits of Indians. Today the market has entirely changed the way of celebrating and living of consumers, on the other end Indian customers have accepted these re-design markets which are the resultant of the Globalization and Media, which is the most efficient and effective path of advertisement and awareness
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Sharma, Poonam, Sonali Singh, and Richa Misra. "Wine-related lifestyle segmentation in the context of urban Indian consumers." International Journal of Wine Business Research 32, no. 4 (April 11, 2020): 503–22. http://dx.doi.org/10.1108/ijwbr-05-2019-0036.
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Purpose The purpose of this study is to understand consumers in the emerging wine market of India to ensure the best services. To this end, factors were identified to describe Indian wine consumer behavior and further segments for consumers were created based on the factors identified. Design/methodology/approach The research design is descriptive in nature and based on primary data. Data was collected by a structured questionnaire from 232 respondents in five major cities of India (Mumbai, Delhi NCR, Bangalore, Pune and Hyderabad). The scale was mainly adopted from wine-related lifestyle approaches. Findings The principal component factor analysis resulted in six factors, namely, drinking ritual, consumption reason (social), consumption reason (mood, enjoyment and relaxation), consumption practice, consumption planning and quality. Cluster analysis resulted in a three-cluster solution. These clusters were named as cautious social drinker, loner regular drinker and highly engaged drinker based on the attributes possessed. Originality/value The segmentation of urban Indian wine consumers will be helpful for marketers to identity and describe the differences in attributes and behaviors, to create customized promotions to match the needs.
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Vani, G., and N. Panchanatham . "Toothpaste Brands –A Study of consumer behavior in Bangalore city." Journal of Economics and Behavioral Studies 1, no. 1 (December 15, 2010): 27–39. http://dx.doi.org/10.22610/jebs.v1i1.212.
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‘Consumer is king’ –the statement carries profound truth in it. Today the success of any firm depends upon the satisfaction of consumers. For satisfying the consumers the firm should know about the behavior of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted many research in this area, and they given only few suggestion, but there is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change looming large over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. This study mainly focus on understanding the external factors like demographic, social, cultural ,price, quality ,product attributes etc for buying toothpaste. The market share of any product is highly determined by the purchasing behavior of the consumers. Following study is conducted by the researcher to find out the behavior of the consumers, to analyze the preference of consumers, & consumer awareness. Descriptive research design was adopted and the data is collected through primary and secondary sources. The method adopted for conducting survey is questionnaire; Simple random sampling technique was adopted for selecting the consumers.
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Et. al., Shripad Joshi,. "Impact of Covid 19 Induced Conditions on the Consumer Behavior on A Short, Mid and Long Term, for Consumption of Services." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 2 (April 11, 2021): 1906–23. http://dx.doi.org/10.17762/turcomat.v12i2.1772.
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The covid-19 pandemic has demonstrated the interconnected and quiet picture of the nation with humans without their human touch – and that no one is safe until everyone is safe. With this pandemic different changes taken place and after fighting and juggling with it for around 4 months, consumers accepted the fact “this is new normal”. But this pandemic affected as well as changed the pattern of consumer behavior in so many ways be it behavioral change or psychological change. As the current situation made us all come across a lot of newness and to study that change in consumer behavior, my internship was an attempt to do a research on the impact of Covid19 induced conditions on the consumer behavior on a short, mid and long term impact for consumption of services. This research was taken out to understand the same in better way.
In the tenure of two months of my internship was to carry out a detailed analysis of consumer behavior in terms of services and their impact. This project’s primary objective was to perform set of task in order to study different psychological changes taking place in consumer for achieving the same I have giving following task which needs to be followed in the mentioned sequence itself.
The tasks were mainly divided into five sets:
Background study and collection of information related to covid-19.
Preparation of questionnaire on the basis of
Primary data collection from respondent (min.300) on telephonic
Analysis of data and key findings
Formation of report on the collected information
This market research was carried out with constraint, provided from the external mentor in terms of the selection of respondent. Covid-19 made a great impact on the consumer behavior in just a course of few months as few restrictions were imposed on the Indian citizen by the government of India to make sure health and safety of the people. This study in only recited to consumer of India who reside in India itself for a focused study and targeted group of people. Alongside this there was great learning regarding some technical knowledge like working on excel and analysis of the respondent’s response.
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Pandey, Rudresh, Ajay Massand, Suhasini BV, Lavi Sharma, Akansha Rai, Syazreen Aida, Daisy Mui Hung Kee, Rattanapoond Rattanapoond, Wan Syazwanie Syarina, and Normaizatul Ilyana. "A Comparative Study of Consumer Perception on the Usage of Cadbury Products in Malaysia and India." Journal of The Community Development in Asia 4, no. 1 (January 21, 2021): 106–15. http://dx.doi.org/10.32535/jcda.v4i1.1003.
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Chocolates and snacks are a humongous market all around the world. Mondelez International, the producer of Cadbury is a major player in this industry which perceives the Malaysian and Indian market differently. This study aims to examine the consumer perception on the usage of Cadbury products in Malaysia and India. The study would examine the association, usage, buying behavior and customer satisfaction in the two countries and identify similarities and differences among them. This study involves both primary and secondary data collected through various sources such as consumers from the two countries and publications. These findings provide a comparative insight about consumer perceptions about the products which help in understanding the two markets and marketing activities in detail.
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Khandelwal, Utkal, Seemant Kumar Yadav, Vikas Tripathi, and Vivek Agrawal. "E-consumer conformity and its impact on consumer attitude." Journal of Asia Business Studies 12, no. 4 (December 10, 2018): 455–68. http://dx.doi.org/10.1108/jabs-09-2015-0161.
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PurposeWith the tremendous increase in the number of netizens, online consumer behavior has become an important issue nowadays. One of the important issues of online consumer behavior is e-consumer conformity. This paper aims to explore prominent factors of e-consumer conformity and its impact on consumer attitude, which helps marketers to understand this new business arena and involve this relationship to enhance their business.Design/methodology/approachFor the purpose, convenience sampling was used with sample size of 510. Offline as well as online mode of survey was applied. The resultant hypotheses (based on the developed model depicting normative and informational consumer conformity effect on attitude) were examined by structured equation modeling.FindingsThe present study presents the different dimensions of e-consumer conformity and its difference in metro and non-metro cities on which marketers have to frame their strategies. The study revealed that the customer attitude is largely affected by others expectations (conformance with others expectations, NCC) rather others knowledge and expertise (ICC). Additionally, the comparison of virtual conformity behavior of metro and non-metro customers was made, and it was found that conformity behavior does not significantly differ in these two contexts.Practical implicationsBusiness saturation in metro cities, infrastructural growth and technological advancement in non-metro cities, companies are moving toward non-metro cities. Due to contextual differences existing between metro and non-metro market, it is difficult to trace the changes in the marketing policies and device the appropriate strategy accordingly for the marketers. In lieu of this, the present study presents the different dimensions of e-consumer conformity and its degree of difference in metro and non-metro cities on which marketers have to frame their strategies.Originality/valueGood number of research has been conducted on consumer conformity in India; however, there is a scarcity of literature in virtual consumer conformity in India. This research is not only establishing the relationship between virtual consumer conformity and consumer attitude but also establishing the difference of virtual consumer conformity in metro and non-metro cities in India.
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Blodgett, Jeffrey G., Aysen Bakir, Anna S. Mattila, Andrea Trujillo, Claudia Quintanilla, and A. Banu Elmadağ. "Cross-national differences in complaint behavior: cultural or situational?" Journal of Services Marketing 32, no. 7 (October 8, 2018): 913–24. http://dx.doi.org/10.1108/jsm-12-2017-0413.
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Purpose Previous research indicates that dissatisfied consumers in other countries react differently as compared to those in the USA, due to their cultural orientation. These studies, however, have not recognized that retail policies (regarding returns and exchanges) in the USA are much more liberal and “consumer friendly” than in other parts of the world, and thus it is possible that their conclusions are flawed. The purpose of this study, therefore, was to determine the extent to which cross-national differences in complaint behavior are due to cultural vs situational factors. Design/methodology/approach To examine this issue, a two-part study was conducted. Study 1 compared consumers living in China, India and Mexico to cohorts who immigrated to the USA. Study 2 compared individuals from those same countries to subjects who are native to the USA. Findings The findings indicate that situational factors (i.e. consumer-oriented vs restrictive refund/return/exchange policies) have a large impact on consumer complaint behavior (i.e. redress, negative-word-of-mouth and exit), and that the effects of culture are minor. Research limitations/implications To infer cause-effect, and establish scientific theory, one must rule out alternative hypotheses. Researchers who are investigating cross-cultural complaint behavior must take situational factors into account. Practical implications With the emergence of “global consumers” consumer expectations around the world are changing. Astute retailers should institute and promote more liberal return policies, thereby mitigating consumers’ perceived risk. Originality/value This study dispels the notion that culture is responsible for differences in cross-national consumer complaint behavior.
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Berezka, Svetlana, Vera Rebiazina, and Snezhana Muravskaia. "Changes in consumer behavior in the BRICS countries during the COVID-19 pandemic: The role of trust and anxiety." BRICS Journal of Economics 2, no. 1 (March 31, 2021): 53–73. http://dx.doi.org/10.38050/2712-7508-2021-29.
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In the spring of 2020, the COVID-19 pandemic created a new reality. Each country has implemented different measures to contain the pandemic, which has had many consequences for society and businesses. The purpose of this paper is to improve understanding of how the COVID-19 pandemic has changed consumer behavior in the BRICS countries and discuss the role of consumer trust and anxiety. A systematic literature review with a bibliometric analysis was carried out to identify research directions and reveal the role of trust and anxiety in consumer behavior. Differences in consumer responses to the COVID-19 pandemic challenges in Brazil, Russia, India, and South Africa were identified based on an analysis of an international database of online surveys. An empirical study of Russian consumers was conducted in the spring of 2020. Cluster and factor analyses were applied to reveal different consumer strategies of coping with the crisis. The study revealed differences in consumer trust and the level of anxiety in the BRICS countries. In the empirical study of Russian consumers, anxiety was identified as one of the factors in changing consumer behavior in response to the COVID-19 pandemic.
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Nittala, Rajyalakshmi. "Green Consumer Behavior of the Educated Segment in India." Journal of International Consumer Marketing 26, no. 2 (March 3, 2014): 138–52. http://dx.doi.org/10.1080/08961530.2014.878205.
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Ganapathiraju, M., and S. Fernandes. "Consumer Behavior and Emotional Satisfaction: Ready-To-Cook Food Products in India." CARDIOMETRY, no. 23 (August 20, 2022): 728–40. http://dx.doi.org/10.18137/cardiometry.2022.23.728740.
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In this paper, we are trying to understand the consumer behavior on the Ready-to-cook (RTC) food products that belong to the sector of convenience food products. In India, the consumption of ready-to-cook products increased drastically after urbanization. According to the Indian RTC Market Outlook, the total market of ready-to-cook food products is expected to grow with a CAGR of more than 18% by the end of 2024. A survey has been conducted among the different age groups of people to understand their interests and critical factors, leading to their behavior patterns in buying and consuming ready-to-cook food products. The analysis of the collected data is conducted in Excel and R for an in-depth understanding. Two models are run on R to predict the significant factors in customers’ satisfaction level regarding ready-to-cook food products. The first model predicts that store and availability are significant at a 90% confidence interval. In contrast, consumption, quality, and discounts are significant at a 95% confidence interval according to consumers’ satisfaction levels concerning ready-to-cook food products. The second model predicts that store and packaging are significant at a 90% confidence interval. In contrast, consumption, taste, and discounts are significant at a 95% confidence interval according to consumers’ satisfaction levels in buying a particular brand in ready-to-cook food products. This study focuses on consumption patterns of ready-to-cook food products concerning the consumers of different professions, different income levels, different age groups, etc.
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Muralidharan, Sidharth, and Fei Xue. "Personal networks as a precursor to a green future: a study of “green” consumer socialization among young millennials from India and China." Young Consumers 17, no. 3 (August 15, 2016): 226–42. http://dx.doi.org/10.1108/yc-03-2016-00586.
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Purpose Millennials, an understudied segment of the sustainable market, are enthusiastic about adopting greener lifestyles but fail to translate pro-environmental attitudes to actual behavior, thus understanding factors that motivate their actual purchase of green products is imperative. Using the consumer socialization framework, the researchers studied the impacts of social structural variables (i.e. age, gender, education and family structure), socialization agents (i.e. family, peers and mass media) and environmental concern on the buying behaviors of millennials from two of the world’s most populous nations: India and China. Design/methodology/approach Using online panels (Amazon M-Turk and sojump.com), online surveys were administered to an online sample of millennials aged 18-24 years from India (n = 253) and China (n = 255). Findings Hierarchical regressions showed that peer communication predominantly influenced green buying behavior of millennials from India, while family communication was most important to Chinese millennials. Environmental concern, an attitudinal outcome, directly impacted behavior and also mediated the relationship between significant socialization agents and buying behavior in both countries. Practical implications Considering the importance given to peers (India) and family (China), green marketers have to use specialized strategies when marketing their products to millennials in India and China. Instead of focusing on mass media campaigns, the study highlights the importance of “personal” social networks to curb the environmental issues plaguing their respective countries. Originality/value The current study extends the literature on millennials’ green consumer behavior by exploring millennials in India and China. The consumer socialization framework has not been applied to countries like India and China, and to understand green consumerism, the role played by influential agents such as family and peers in these collectivistic cultures and their potential to change green attitudes and behavior warrants further exploration. The possibility of mediating effects has been represented by weak correlations between socio-demographic and psychological factors. Using the consumer socialization framework, the current study explores environmental concern (EC) as a mediator in the model.
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Tripathi Nautiyal, Vandana, and Avadhut Atre. "A STUDY ON CONSUMER BEHAVIOUR OF URBAN INDIAN WORKING WOMEN TOWARDS OFFICE WEAR OUTFITS AND SUSTAINABLE FASHION." ShodhKosh: Journal of Visual and Performing Arts 3, no. 2 (September 2, 2022): 226–35. http://dx.doi.org/10.29121/shodhkosh.v3.i2.2022.152.
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The lifestyle of today’s urban consumers has dramatically changed due to various reasons which has led to a shift in their needs, preferences, and attitudes towards various product s in their day-to-day life. The urban working women’s entering the corporate workforce in India is increasing day by day. The increasing number of urban working women has led to demand of clothing appropriate for the workplace. Indian Urban women working in Corporates are opting right business attire as it gives them a serious image at their workplace with respect to their male counterparts. Also, in recent time there has been a surge in demand for sustainable products due to growing awareness of sustainable practices amongst Indian consumers. The purpose of this study is to understand the workplace clothing need and preference of urban women working in corporates. The research also tries to understand the attitude of such women towards sustainable fashion. A clear understanding of consumer behavior of urban Indian working women will help sustainable fashion marketers to attract and maintain their target consumer segment. The study is based on notable past research and two set of questionnaire surveys followed by subsequent data analysis. The findings suggest a scope for sustainable western business casual wear as a preferred choice of clothing in work environments among a new emerging class of women in urban India.
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Schultz, Don, and Varsha Jain. "Exploring luxury brand country of origin impact on purchasing behaviors in India." Asia-Pacific Journal of Business Administration 7, no. 3 (September 7, 2015): 216–36. http://dx.doi.org/10.1108/apjba-11-2014-0129.
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Purpose – Luxury brands’ marketing efforts have traditionally focussed on developed nations since that has comprised the majority of consumer demand. However, double-digit growth in developing nations such as India and China, have attracted the attention of most luxury brand managers. Using cue utilization theory, the authors conducted a qualitative study in two phases comprised of first, focus group discussions (FGD), structured observations (SO) and second, In-Depth Interviews (IDI) to understand the effects of country of origin (COO) on Indian consumers’ current day purchasing behaviors with luxury products. The paper aims to discuss these issues. Design/methodology/approach – Using cue utilization theory, the authors conducted a qualitative study in two phases comprised of first, FGD, SO and second, IDI to understand the effects of COO on Indian consumers’ current day purchasing behaviors with luxury products. A conceptual framework has been developed that should help luxury brands formulate marketing strategies for this booming market. Findings – Further, this study found that COO affects the exploration of luxury brands and this process is carried out digitally and primarily with friends. Luxury brand managers can insert detailed information about COO on web sites and can understand the keywords used in the search engines to facilitate consumers using appropriate consideration data. This research also found that COO is compared on the basis of quality, features and innovation. Research limitations/implications – The results of this study are only from one emerging country, i.e., India. Similar studies should be carried out in other emerging nations. Additionally, developed countries can also carry out comprehensive research in this domain as their behavior is also changing for COO and luxury brands. Originality/value – This insight can be used by the brand managers and they can develop apps and web sites that would help the consumers to compare the COO for their products. Additionally, this research found that COO helps the luxury consumers to evaluate the brands and how they associate it with consumer images. Luxury brand managers need to be conscious when their countries products/ brands have been rated low by the consumers as it could result in consumers simply discarding them from their consideration set.
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Maheshwari, Prateek, Nitin Seth, and Anoop Kumar Gupta. "An empirical approach to consumer buying behavior in Indian automobile sector." Industrial and Commercial Training 48, no. 3 (March 7, 2016): 156–62. http://dx.doi.org/10.1108/ict-09-2015-0061.
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Purpose – In today’s highly competitive business scenario, advertising symbolizes one of the key marketing activities. The purpose of this paper is to understand the relationship between advertisement effectiveness and consumer buying behavior for major automobile companies of central India. Design/methodology/approach – A judicious mix of qualitative (focus group and Delphi technique) and quantitative (structured questionnaire survey) research methods was used for the present study. Findings – Study found that for automobile sector, effective advertisements have a positive impact on consumer buying behavior. It suggests that customer’s attitude can be shaped favorably through effective advertising. Automobile companies must arrange special training sessions and learning programs for their sales force to ensure supportive customer purchasing behavior. Research limitations/implications – The scope of the present study is limited to major automobile companies of central India only. Although, the findings can be interpreted and generalized in a global business scenario. Originality/value – The research work is first of its kind that attempts to study the impact of effective advertising on consumer buying behavior in Indian automobile context. The findings and recommendations can be used for strategic planning of training sessions and workshops for different stakeholders in automobile industry.
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Garg, Ruchi, Jaydeep Mukherjee, Soumendu Biswas, and Aarti Kataria. "An investigation of antecedents and consequences of brand love in India." Asia-Pacific Journal of Business Administration 7, no. 3 (September 7, 2015): 174–96. http://dx.doi.org/10.1108/apjba-09-2014-0112.
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Purpose – The purpose of this paper is to explore the factors that drive consumer love toward a brand and the opportunities a consumer’s love create for a brand in India. Design/methodology/approach – A total of 23 in-depth interviews were conducted with consumers. The interview transcripts were analyzed through thematic analysis using qualitative software Nvivo10. Findings – This paper proposes a conceptual model where respect, brand experience, and brand reputation have been identified as factors driving brand love and affective commitment, consumer citizenship behavior, repurchases intention, consumer forgiveness, and attitude toward the extension as outcomes of brand love. Practical implications – Consumers bond with brand helps in mitigating the feelings of transgressions by the brand, and also protects brand from negative word of mouth. Consumers who are in love with a brand show positive attitude toward its extensions. These results provide pointers to brand managers on how to protect and expand the business. Originality/value – The extant brand love research seems to be solely in the western context. To the best of the author’s knowledge, this is the first study of its kind that empirically investigates antecedents and consequences of brand love in India.
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Namrata, S., and G. Aradhana. "Analysis of the Consumer Purchase Behavior of Personal Care Products in a Developing Country." CARDIOMETRY, no. 23 (August 20, 2022): 718–27. http://dx.doi.org/10.18137/cardiometry.2022.23718727.
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This study aims to understand the consumers’ purchase behavior of personal care products in India. The study will identify the various factors which impact the final purchase decision of the consumers. A qualitative study was undertaken by conducting semi-structured in-depth interviews. After data analysis, various themes enabled the authors to understand the purchase journey of who purchases these products. The study ascertained that the recommendations made by friends and family members play a critical role in selecting a personal care product. This product line’s critical touch points are the retail stores organized and unorganized, salons, and other outlets. Customers often consume online information about these products to familiarize themselves with the product features and design before buying it from the local convenience store. The study provides insights to marketers about the consumers’ thoughts while purchasing such products. This information can be used while planning the marketing and sales promotion of the product. The study’s findings provide a framework of the consumer purchase journey and a behavior model that brands can better understand their customers. This study ascertains the consumers’ journey in selecting a personal care product, through the consumers’ lenses. The study will enable marketers to arrive at new product ideas that can cater to the target segment.
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Boobalan, Kirubaharan, Nishad Nawaz, Harindranath R. M., and Vijayakumar Gajenderan. "Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior." Sustainability 13, no. 11 (May 27, 2021): 6023. http://dx.doi.org/10.3390/su13116023.
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Marketing campaigns of organic food emphasize utilitarian benefits and psychological benefits as well as consumer culture to enhance environmental sustainability. In order to study the purchase intention of organic food, the authors developed a model using antecedents like warm glow, subjective norm, attitude and perceived behavioral control. This study examines the model for the Indian and the USA samples and thus integrated using three theories: Theory of Planned Behavior (TPB), Pro-Social Behavior (PSB) Theory with the interaction of Consumer Culture Theory. The model is estimated using the multi-group Partial Least Square Structural Equation Modeling (PLS-SEM) technique using R software with samples from India (n = 692) and the USA (n = 640). Results differ for Indian and USA samples. The expectation of the “warm glow” resulted from an environmentally friendly purchase as having a higher influence on Indian samples than that of the USA. Further, the attitude towards organic food purchase intention is stronger for US samples than the Indian, and the group difference is significant, while all the relationships that take warm glow as an antecedent have higher β for Indian samples. Moreover, the study found that attitude towards organic food is a major element for US subsamples, whereas subjective norm plays a major role in Indian samples to adopt organic food. Managerially, the present study suggests that a firm marketing its organic food must concentrate more on “warm glow” for Indian consumers in order to improve their market share.
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Dizaji, Farzaneh Maleki. "The Indian Tribal Art Market." Journal of Social and Development Sciences 7, no. 4(S) (January 26, 2017): 23–28. http://dx.doi.org/10.22610/jsds.v7i4(s).1501.
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Abstract: In the study of art market of Indian tribal, creativeeconomy, cultural economy effect on consumer behavior, governmentprotection, changes of cultural believes and religion by tribal for increasing market, art economic etc. has been considered. In Indian tribal art economics, creative imagination coming from their culture, believes, religions etc. So it becomes more sensitive and restricted. The Field work was conducted in Bhopal (IGRMS), Madhya Pradesh, India. Data collection was performed by qualitative informal depth interview and quantitative data by questionnaire. Tools and technique were including photography, observation; case study (Bhil and Rathwa communities) Research duration was fromMay2015 to March 2016. Consumers of Indian tribal art divided to four categories: foreigners, NRI, artist and very rare common people. The government protection of Tribal art is based on Article 342. The protection is governed by the Ministry of Culture and Ministry of Tribal affairs, Government of India. And also by organizations like IGRMS, TRIFED, TRTI, Lalit Kala Academy etc. Protection of arts in India is performed under section 22 of the copy right Act 1957, intellectual property right and also scheme of “Market Development of Tribal Products/ Produce. In conclusion art marketing doesn’t have a particular formula for all type of art because they have different target audience.Keywords: Art Market, Creative Economy, Cultural Economy, Indian Tribal Art, Indira Gandhi Rashtriya Manav Sangrahalaya (IGRMS)
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B., Killa,, and Upadhyay, A.K. "Business Models in the Music Streaming Industry: A Critical Review of Literature on the Role of Audio Advertising." CARDIOMETRY, no. 24 (November 30, 2022): 887–95. http://dx.doi.org/10.18137/cardiometry.2022.24.887895.
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This paper aims to explore advertising on music streaming platforms as an opportunity for brands to advertise in India by studying users’ attitudes towards advertisements while listening to music on these platforms. The paper is an outcome of reviewing several published journals and articles referring to music streaming services, their revenue models, and their impact on consumer listening behaviors. The paper presents an overview of the music industry’s evolution, the piracy issues involved, and revenue models of music streaming platforms; free streaming and paid/premium models. It discusses the music consumption behavior of users and the effect of audio advertising on the platform. Finally, the paper emphasizes the targeting and personalization of ads. The research only concentrates on the Indian consumer of music streaming platforms and is limited to advertising on India’s streaming platforms. The paper critically examines India’s potentially growing industry – the audio streaming industry, which has not been previously reviewed. It studies the users of music streaming platforms in India to conclude their listening patterns and behavior towards ads on the platform and further research.
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Singh, Devinder Pal. "Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy." International Journal of Online Marketing 5, no. 1 (January 2015): 20–37. http://dx.doi.org/10.4018/ijom.2015010102.
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E-commerce offers significant opportunity for retailers in emerging markets like India due to the growing Internet popularity and rising incomes. But the Internet penetration growth does not commensurate with the online retail sales. This necessitates unraveling and understanding the online buying behavior. This paper employs ‘Theory of planned behavior (TPB)', ‘Technology acceptance model (TAM)' and self-image to unfold the online consumer behavior. It proffers an integrated model of online consumer behavior by integrating the self-image variable with the TPB and TAM models. The study tests the various components of integrated model and find that attitudes, subjective norms, self-image, and self-efficacy significantly impact online purchase intentions. The study makes significant theoretical contributions and provides valuable insights into the consumers' online purchase behavior.
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Prasad Kundu, Debendra. "CONSUMER BEHAVIOR AND PREFERENCE (ORGANIZED VS UNORGANIZED RETAIL)." International Journal of Engineering Applied Sciences and Technology 6, no. 11 (March 1, 2022): 106–15. http://dx.doi.org/10.33564/ijeast.2022.v06i11.022.
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Fast Moving Consumer Goods (FMCG) and grocery products, such as soaps, shampoos, detergents, biscuits, and so on, are the most basic and necessary needs for which the consumer frequents the market. We are all aware that in today's retail environment organized retailing coexists with the traditional model of the retail industry in the shape of local Kiryana stores. This research work is merely an attempt to investigate which format of retail sector consumers prefer to visit in response to such frequent needs. What are the main categorical characteristics that influence format selection, and is there any gender-related variation in format selection boarded? It was also investigated whether switching to a more ordered manner enhanced their overall spending. Finally, the study will look into popular retail shops as well as local Kiryana stores in different demographic groups across India. The responses of 256 people were gathered for this purpose. The percentage quote and independent samples t-test were used to examine the simple average. When needed, pie charts and bar graphs are also taken into account.
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Chaudhary, Sartaj, and Ajoy Kumar Dey. "A materialistic perspective of consumer decision-making styles." Journal of Indian Business Research 12, no. 2 (October 16, 2019): 231–48. http://dx.doi.org/10.1108/jibr-07-2017-0108.
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Purpose Materialism has become a topic of increasing interest to researchers and policymakers because it can influence consumer behavior. However, a clear picture of how this phenomenon impacts consumers has proven to be elusive. Using an integrated framework, this paper aims to derive hypotheses from theoretical concepts of materialism and consumer decision-making styles and uses a survey of 1,216 respondents in India to test the hypotheses. Design/methodology/approach The present study is the first of its kind to test the impact of materialist values on consumer decision-making styles among a sample of 13-18 years old school children. The constructs are validated through a first- and second-order confirmatory factor analysis and an integrated second-order structural model is developed. Findings This study finds that materialism is a positive predictor of “recreation/ hedonistic”,; “confused by over-choice”; “brand consciousness”; “perfectionistic high-quality consciousness”; and “habitual brand loyal” style of consumers. Further, materialism has a negative impact on “price value consciousness” of consumers. These findings have important implications for theory and practice. Research limitations/implications This study is restricted to school children in the National Capital Region and hence cannot be generalized to the whole young population in India. Originality/value Conceptualizing both materialism and consumer decision-making styles as second-order constructs, this is a maiden study that examines the impact of materialistic values on the consumer decision-making styles of young consumers.
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Chatterjee, Debaleena, and Ayan Chattopadhyay. "Binary Logistic Regression Modeling in Predicting Consumer Behavior towards Mutual Fund Investment." Asian Journal of Managerial Science 8, no. 1 (February 5, 2019): 59–65. http://dx.doi.org/10.51983/ajms-2019.8.1.1446.
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Mutual fund, as a financial investment option, has gained reasonable acceptance in India since its inception. While traditional forms of investment have its own merits, the sheen of mutual fund has also been realized by Indian investors. A huge investor class have scored mutual fund higher than its counterparts on many counts. While the popularity of this new age investment option is on a rise, however, a mixed view is also experienced. The present study explores the behaviour of investors’ towards mutual fund. The study is based on the premise of regression analysis and binary logistic regression has been used to develop a model that best represents the consumer behaviour. The best model selection is based on the information criteria of Akike. Also, from the model, the researchers have evaluated the probability of mutual fund purchase by consumers. Finally, the research work shows computation of odds ratio that signifies the extent to which the probability of purchasing mutual fund would change with unit change in the levels of the covariates. This study is descriptive in nature and is based on primary survey with a sample size of 376. The results reveal that high returns are the most preferred determinant of investment behavior followed by the liquidity which is also evident from the odds ratio computation.
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Strang, Kenneth David, and Narasimha Rao Vajjhala. "Predictors of e-service Consumption in a Highly Productive Brazil-Russia-India-China-South Africa Region Sample." International Journal of E-Services and Mobile Applications 12, no. 1 (January 2020): 39–56. http://dx.doi.org/10.4018/ijesma.2020010103.
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The authors investigated consumer e-commerce behavior in a Brazil-Russia-India-China-South-Africa (BRICS) region from a socio-cultural perspective. BRICS countries are important to study because they have a large population representative of other global e-services markets, they account for 40% of the world's population, 26% of the world's land and approximately a third of the world's gross domestic economic e-commerce production, plus residents are habitual consumers of mobile technology like smartphones. A binary logistic regression model revealed that young educated consumer satisfaction with e-services, e-service happiness, positive feelings and e-service pleasant feelings, but not e-service excitement, could predict purchase behavior. The model correctly classified 87.3% of the e-commerce consumers using two factors and a second model with one factor correctly categorized 90.5% of them. These results are important for managers and academics to consider.
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Kamath, Renuka, and Ashita Aggarwal. "It's not just a cup of “tea”: building consumer brand relationship." Emerald Emerging Markets Case Studies 5, no. 5 (September 24, 2015): 1–16. http://dx.doi.org/10.1108/eemcs-11-2013-0208.
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Subject area Marketing management, brand management, brand loyalty, brand consumer behavior. Study level/applicability MBA program or the Executive Education program. Case overview Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty. Expected learning outcomes The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes enclosed.
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Jain, Sheetal. "Assessing the moderating effect of subjective norm on luxury purchase intention: a study of Gen Y consumers in India." International Journal of Retail & Distribution Management 48, no. 5 (April 18, 2020): 517–36. http://dx.doi.org/10.1108/ijrdm-02-2019-0042.
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PurposeAlthough Generation Y consumers contribute significantly to the luxury market, still there is a limited amount of research conducted to explain their luxury consumption behavior, particularly in context of emerging markets like India. The main objectives of this study are to understand the key factors that affect luxury purchase intentions of Generation Y consumers using the theory of planned behavior (TPB) and to examine the moderating effect of subjective norm on other TPB variables, namely, attitude and perceived behavioral control.Design/methodology/approachPurposive sampling method was used to collect data from Generation Y luxury fashion consumers in New Delhi, India. Confirmatory factor analysis and structural equation modeling was employed to analyze the data.FindingsThe findings of this study revealed subjective norm and perceived behavioral control were positively related to luxury purchase intentions. Further, subjective norm was found to moderate the relationship between attitude and luxury purchase intentions.Originality/valueThis study will help consumer behavior researchers and practitioners to understand the core reason behind luxury purchase intentions of Generation Y consumers in India. It will enable luxury brand companies to create suitable marketing strategies which align with the mindset of this new demographic segment.
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Gajaria, Tejal K., and Vaibhav A. Mantri. "Perspectives and Attitudes towards the Functional and Safety Aspects of Seaweeds for Edible Applications in India." Foods 10, no. 12 (December 6, 2021): 3026. http://dx.doi.org/10.3390/foods10123026.
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Seaweeds are inevitable resources of nutrition bearing favorable rheological characteristics, which has resulted in their inclusion in a variety of daily consumer products. India, with its vast coastline and over 1000 species of seaweeds, presents tremendous potential to bring this resource into nutraceuticals and the food sector. The present survey was designed for the Indian population, which was further classified according to diet preferences, age groups, gender and various occupations. Their perceptions regarding nutritional aspects, sensory views, safety hazards and resource reliability were recorded. Among all groups studied, gender represented significant differences upon the various safety opinions recorded (p < 0.001) compared to the occupations, age groups and diet preferences studied. In addition, the dataset revealed the pro-phycological behavior of consumers subjected to vital concerns about bioresource reliability and pre-processing to avoid health hazards related to wild harvest or on-shore cultivated samples. In addition, consumer responses also revealed potential inhibitory factors in edible applications such as taste and smell. This study suggests that collaborative efforts among media, culinary experts and phycologists could play a pivotal role in promoting seaweeds in the rapidly expanding food sector industry of India.
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Habib, Sufyan, and Nawaf N. Hamadneh. "Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic." Sustainability 13, no. 18 (September 13, 2021): 10221. http://dx.doi.org/10.3390/su131810221.
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E-commerce industry has witnessed a phenomenal growth globally due to the sudden spread of the COVID-19 pandemic and the advancement of mobile Internet technology, with fast adaption of online shopping technologies by the customers. Previously, online shopping was only available in a few product categories and to a select group of consumers. The COVID-19 guidelines related to safety, physical distancing, closure, lockdown, and other restrictions have insisted that consumers shop online. Because of e-commerce growth, the grocery (FMCG) industry is also equipped with advanced technologies such as the Internet of Things (IoT), cloud computing, and block chain technology. This paper analyzes the UTAUT2 model and its influence on perceived risk and consumer trust in online purchase intention of grocery categories of products among Indian customers. We tried to analyze the growth potential of new technologies in grocery retail and formulated the hypotheses. The results showed that the spread of COVID-19 pandemic had a significant influence on the online shopping behavior of Indian customers. The outcome of the study partly assists businesses in understanding the impact of the factors of consumer adaption of technology, perceived risk associated with online transaction, consumer trust in online technologies and consumer online purchase intention of grocery products. To promote e-commerce in India, the current study suggests that marketers should try to develop consumer trust and lowering the perceived risk associated with online shopping. Some management implications and future area of study based on empirical findings are also highlighted in the present research work.
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Kannaiah, Desti, and A. Jayakumar. "Impact of Corporate Social Responsibility (CSR) Practices on Consumer Behavior (with Reference to FMCGs in Tamil Nadu)." International Journal of Business and Management 13, no. 3 (February 25, 2018): 28. http://dx.doi.org/10.5539/ijbm.v13n3p28.
Full textAbstract:
Business enterprises are traditionally known as engines for driving the economic performance of an entity, its success being measured in terms of high returns on equity and its contribution to the development of the society. The business enterprises get everything from the society for its survival and it is the obligation of the enterprise to return positive attitudes towards the society. If it fails to meet the expectations of the society, the society will punish the firm through their purchase behavior. Hence, the success of any business enterprise depends mainly on the ethical behavior of the enterprise towards the society. The Indian Government has made mandatory the CSR provisions and almost all the companies are actively engage in CSR activities. Fast Moving Consumer Goods (FMGCs) are the fastest growing industry in India and numbers of FMCGs companies are doing different CSR practices. Hence, it is essential to study about the impact of Corporate Social Responsibility practices on consumer behavior with reference to FMCGs in Tamil Nadu. For this, 600 responses were collected from selected corporations in TamilNadu by a structured questionnaire. Convenience sampling technique has been adopted to collect the primary data. The study concluded that there has been a positive impact among the consumers as the consumers in Tamil Nadu considered CSR in their purchase evaluation criteria, and they give much importance to CSR related products etc.
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KARAMAN, Davut, and Murat SARIKAN. "Bibliometric Analysis of Consumer Behaviour Research Conducted During the Covid-19 Pandemic Period." Alanya Akademik Bakış 6, no. 3 (September 30, 2022): 2943–59. http://dx.doi.org/10.29023/alanyaakademik.1141274.
Full textAbstract:
In recent years, the Covid-19 pandemic has brought with it changes in consumer behaviour. The purpose of this article is to examine the evolution and trends of consumer behaviour research during the Covid-19 pandemic period. The publications written on the subject of “covid” from the WoS database with the words “consumer behaviour” or “consumer behavior” in their titles were scanned in the business and management category, limiting the years 2020, 2021 and 2022. A total of 642 accessed publications were subjected to bibliometric analysis using the CiteSpace 6 program. The findings show that the number of studies in this field has increased. According to country collaboration analysis, there is a strong country collaboration network between the USA, China, India, Australia, South Korea and the UK. The most studied topic clusters are green consumer behaviour, consumer engagement behaviour and effective service quality. The three most used keywords are impact, consumer behaviour, and model. The study is important as it reveals the trend of consumer behaviour publications during the Covid-19 pandemic period. It is expected that the findings of the study will guide the consumer behaviour researches.
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Malarvizhi, J., and T. Chitra Devi. "A Study on Customer Satisfaction towards Patanjali Products in Theni District." International Research Journal of Management, IT & Social Sciences 5, no. 2 (February 7, 2018): 75. http://dx.doi.org/10.21744/irjmis.v5i2.611.
Full textAbstract:
Indian consumer segment is broadly segregated into urban and rural markets and is attracting marketers from across the world. Global corporations view India as one of the key markets from where future growth is likely to emerge. Consumers of this millennium have become more concerned about their health and also inclined to maintain the quality of life which is reflected through the preferential consumption of those products that protect the good state of their health as well as provide maximum satisfaction. To purchase a product the customer will go through a process of buying behavior. The choice and usage of a particular brand by the consumer over the time is affected by the quality benefits offered by the brand especially when it comes to the brand of eatable and cosmetics. This study also aims at identifying customer’s satisfaction towards present and expected products from Patanjali.
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Sahni, Vidur, and Vandana Chandhoke. "THE CHANGING PERCEPTION OF INDIAN CONSUMERS TOWARDS AYURVEDA AMID COVID-19 PANDEMIC: OPPORTUNITY FOR INDIAN MANUFACTURERS." International Ayurvedic Medical Journal 9, no. 8 (August 15, 2021): 1850–55. http://dx.doi.org/10.46607/iamj3909082021.
Full textAbstract:
In the wake of the COVID-19 pandemic, the reliance of people on Ayurvedic Science has relatively in-creased. This may be due to the limited availability of COVID-19 vaccine(s) in both rural and urban India. Even in territories where adequate vaccine availability is ensured by the government, significant apprehensions related to the efficacy of the vaccine continue to hover in the minds of Indian consumers. This specific pattern of consumer behavior across India encouraged Indian consumers to turn to ayurvedic medicines as an alternative to boost their immunity seek protection from Covid-19. However, the longstanding resistance towards Ayurvedic Medicine in the past due to their lower efficacy and other factors continues to act as a significant obstruction for firms trying to increase their customer base during the pandemic. The present paper interview uses the CEO of leading ayurvedic manufacturers to unravels how firms are ag-aggressively leveraging the power of marketing to reduce the resistance prevalent toward Ayurveda among Indian consumers. Specifically, the paper discusses all the dimensions of the marketing mix and its subsequent role in reducing the resistance to give it a holistic outlook. The paper concludes by high- lighting the implications for Ayurvedic firms who are looking for a complete transformation into vibrant health and medical system. Keywords: Covid-19, Ayurveda, Indian Consumers, Marketing Mix
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Jain, Sheetal, and Mohd Naved Khan. "Measuring the impact of beliefs on luxury buying behavior in an emerging market." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (July 10, 2017): 341–60. http://dx.doi.org/10.1108/jfmm-07-2016-0065.
Full textAbstract:
Purpose Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption. Design/methodology/approach Researcher-controlled sampling techniques (judgment and snowball sampling) were employed to collect data from actual users of luxury fashion brands in New Delhi (India). Statistical tests including confirmatory factor analysis and structural equation modeling were applied for data analysis. Findings The findings show that all three beliefs – attitudinal belief, normative belief (NB) and control belief – were positively and significantly related to attitude, subjective norm and perceived behavioral control (PBC). NB was found to have a positive impact on PBC as well as actual consumer purchasing behavior for luxury fashion brands. Originality/value This research contributes to the extant literature by bringing to light new findings that could help provide meaningful insights to the academicians and marketing practitioners.