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Khare, Arpita. "Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour." Marketing Intelligence & Planning 32, no. 1 (January 28, 2014): 2–20. http://dx.doi.org/10.1108/mip-04-2013-0062.
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Purpose – The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB). Design/methodology/approach – Data were collected through mall intercept technique in six cities across India. Findings – ECCB and CSII scales were applicable in Indian context. Factor analysis revealed two factors for ECCB scale: ecologically conscious purchase behaviour and green product attitudes. Normative, informative influence of CSII and income were predictors to ecologically conscious purchase behaviour. Normative influence emerged as predictor to green attitudes. Research limitations/implications – The study focuses itself only on CSII factors. It does not examine influence of variables like personal values, risk perception, and personality on ECCB. It does not examine role of consumers’ attitude towards conservation of energy and natural resources. Practical implications – The findings can be of immense use to firms marketing green brands in India. Social group acceptance and conformance is important for Indian consumers; advertising and promotional campaigns should use social groups for marketing green products. Consumer involvement and engagement can be created through social networking web sites. Ecologically concerns should be rewarded in order to encourage consumers to adopt green attitudes. Originality/value – Green marketing and ecologically conscious behaviour are upcoming research areas in India. There is limited research to understand Indian consumers’ concerns about environment. ECCB and CSII scales were used as it was assumed that using scales which have been tested and validated in other cultures would give reliable results.
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Paluri, Ratna Achuta, and Saloni Mehra. "Financial attitude based segmentation of women in India: an exploratory study." International Journal of Bank Marketing 34, no. 5 (July 4, 2016): 670–89. http://dx.doi.org/10.1108/ijbm-05-2015-0073.
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Purpose – The purpose of this paper is to identify factors influencing the financial attitudes of Indian women and then classifying Indian women based on these attitudes. These clusters are then studied for their characteristics. Design/methodology/approach – Literature reviewed led to the identification of variables influencing financial attitude of women. Nine of these variables (anxiety, interest in financial issues, intuitive decisions, precautionary saving, free spending, materialistic and fatalistic attitude, propensity to plan for long and short-term financial goals) were put through confirmatory factor analysis. These factors were then used as a basis for cluster analysis. The study was conducted in the city of Nashik, India, in 2014-2015, using convenience sampling. A self-reported questionnaire was used for the survey. Findings – Results of the study showed that only a third of the respondents did not buy any financial products. The most preferred financial products of Indian women were fixed deposits and insurance policies. Four clusters of women were identified, based on their financial attitudes – judicious consumers, conservative consumers, acquisitive consumers, unsure consumers. An analysis of the dispersion of the clusters shows that interest in financial issues has the greatest influence in the formation of clusters followed by the propensity to plan and materialistic attitude. Fatalistic attitude had the least influence in the formation of clusters. Research limitations/implications – The current study uses convenience sampling which is non-probability-based sampling and hence, lack generalizability of results. The sample for the current study is small, given the resource availability of the researcher and the unwillingness of women to participate in the survey. Practical implications – The paper provides important insights for the marketers of financial services, in understanding the women consumers in the expanding Indian market. Social implications – An understanding of the women consumers would help marketers develop products and financial literacy programs that suit the requirements of each specific group. By doing so the programs and communcation would be more effective. Originality/value – This paper discusses the financial attitudes and behavior of Indian women and further clusters these women based on their financial attitudes.
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Bhalla, Nandini, and Holly K. Overton. "Examining cultural impacts on consumers’ environmental CSR outcomes." Corporate Communications: An International Journal 24, no. 3 (August 5, 2019): 569–92. http://dx.doi.org/10.1108/ccij-09-2018-0094.
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PurposeThe purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.Design/methodology/approachUsing a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.FindingsTwo structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.Originality/valueThis study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.
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R. Muthukkumar, R. Muthukkumar, and Dr R. Sundhararaman Dr. R. Sundhararaman. "Consumers Attitudes and Preperences Towards Purchasing Non-Durable Items in India." International Journal of Scientific Research 2, no. 4 (June 1, 2012): 44–46. http://dx.doi.org/10.15373/22778179/apr2013/17.
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Tariq, Mohd, and Mohd Afaq Khan. "Offensive advertising: a religion based Indian study." Journal of Islamic Marketing 8, no. 4 (November 13, 2017): 656–68. http://dx.doi.org/10.1108/jima-07-2015-0051.
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Purpose Among various factors which help in shaping the attitude of consumers, religion and religiosity too play a vital role. This paper aims to inquire into the impact of religion and religiosity on the attitudes of Hindu and Muslim consumers of Northern India toward offensive advertising and the reasons which make the advertising offensive. Design/methodology/approach Responses regarding advertising of 11 controversial products and 7 reasons which make the advertising offensive were taken by distributing a questionnaire to a convenience sample of 250 university students of Northern India (comprising respondents from two major religions of India). Data were analyzed using descriptive statistics and t-test. Findings The findings confirmed that there is a significant difference in the attitude of consumers on the basis of religion and religiosity. Research limitations/implications As the study is conducted only in Northern India, findings generated through this may lack generalizability. Other limitations include small sample size and use of convenience sampling. Different sects under religion must be particularly studied. Practical implications Advertisers should consider religious sentiments of consumers into account to make advertisements more appealing to consumers. Originality/value The studies on religion and its relation with attitude toward advertising are even less frequent in Indian context. Hence, this study is a pioneering work which will open new doors for the marketers in India. It will help the marketers in properly targeting consumers based on their religious beliefs.
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Arora, Nupur, and Aanchal Aggarwal. "The role of perceived benefits in formation of online shopping attitude among women shoppers in India." South Asian Journal of Business Studies 7, no. 1 (March 5, 2018): 91–110. http://dx.doi.org/10.1108/sajbs-04-2017-0048.
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Purpose The purpose of this paper is to investigate the role of perceived benefits, namely, price, convenience and product variety in formation of online shopping attitude. The paper also studies the impact of online shopping attitude on online shopping intentions by the application of the theory of reasoned action. Design/methodology/approach A self-administered and structured online survey was conducted targeting female online shoppers of four metropolitan cities of India. A sample of 508 online shoppers was considered in the online survey. Confirmatory factor analysis was used to evaluate the research constructs, validity and composite reliability. Structural equation modeling and path analysis was also used to examine the hypothesized relationships of the research model. Findings The authors of the paper reveals that price benefit, convenience benefit and product variety benefit has a significant positive impact on online shopping attitude and there is a considerable positive relationship between online shopping attitude and online shopping intention among women in India. Product variety was found to be the most important perceived benefit for Indian women. Research limitations/implications The research sample included only women shoppers who indulge in online shopping. Future research is encouraged to emphasize on other groups and gender to identify with their online shopping attitudes. Another important limitation of the study is consequent from the geographical perspective of the present study; that is India. The findings are not necessarily applicable to the rest of the world. Therefore, reproduction of the current study in diverse countries would probably support and confirm its findings. Also, the present study is cross-sectional which does not demonstrate how attitudes of online shoppers may alter over time. The authors of the current study encourage future research to apply a longitudinal design to the study to understand the transforms in consumers’ attitudes toward online shopping over time. Finally, this study explained a general phenomenon, thus future research can be directed toward particular websites which may present different results. Practical implications The study supports the significance of perceived benefits (price, convenience and variety) as key drivers of attitudes toward online shopping among women in India. Marketers should distinguish the way they indulge their customers based on their perceived benefits of online shopping. In developing countries like India, where consumers, especially women, are generally depicted as risk averse, online shopping attitude plays an important role in the success of e-tailers. Certainly, if online shopping would not attach meaningful value and benefits to consumers, they would have negative attitude toward the same. Additionally, the empirical research study demonstrates variety to be the most important benefit for Indian women; ecommerce retailers should focus on maximizing the same to enhance online purchase intention among women customers. Women empowerment being the agenda in India currently, online retailers’ managers can benefit from such conclusions for targeting this huge untapped market and for future e-marketing policies. Originality/value This research paper is one of the very few endeavors that investigated online shopping attitudes in India. Prominently, it exposed the role of perceived benefits in online shopping attitude in India. Price is one of the most critical factor concerning Indian shoppers which is a part of the present study. National and international e-tailers preparing to develop and expand their operations to India have now important empirical verification concerned with the determinants of online shopping attitudes and behavior in India which shall aid in marketing strategy development and implementation.
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Mahapatra, Dr Sabita. "A study on consumers perception for green products: An empirical study from India." INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY 7, no. 1 (November 15, 2013): 924–33. http://dx.doi.org/10.24297/ijmit.v7i1.715.
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The last three decades have seen a progressive increase in worldwide environmental consciousness due to rising evidence of environmental problems. Environmental protection is increasingly becoming a necessity and part of a bigger agenda in the urbanising world of developing countries. Given the increasing deterioration of the environment, India as a developing country need to prevent pollution and preserve its natural resources. Environmental attitudes constitute a significant part of environmental consciousness. Therefore, this paper empirically investigates the attitude of Indian consumers towards the environment in general. A survey was developed and administered across India. A total of 162 Indian consumers responded completed the questionnaire. The present paper made an attempt to understand the factor that influences environment conscious behaviour for green products. The finding of the study would help government to better understand consumers' environment conscious behaviour, for developing effective environmental policies required to reinforce green purchase. Moreover, companies will have insight about how to profile green consumers in India, to develop effective messages that will functionally and emotionally appeal to their target customers.
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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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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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Venkatasubramany Iyer, Kavitha, and Anupam Siddhartha. "Brand placement in Web Series: Assessing consumer attitudes in India." Innovative Marketing 17, no. 2 (April 28, 2021): 33–44. http://dx.doi.org/10.21511/im.17(2).2021.04.
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Reports indicate that 49% of adults in India spend at least 2-3 hours consuming OTT media, rather than watching conventional television. With such changes in the way the general population is exposed to content, brands have also been adapting to the new patterns that this study investigates. This study was conducted to assess consumers’ attitudes and acceptance towards brand placement in the novel media format of web series based on the Technology Acceptance Model (TAM). This study, based on a survey of 278 individuals from Urban India settings, was conducted using a self-report questionnaire adapted from F Davis’s Perceived Usefulness, Perceived Ease of Use and User Acceptance of TAM questionnaire (1989). The study supports TAM and recognizes that the frequency of viewing Web Series directly relates to brand recall (R = 0.57, p < .001). Product/brand placement yields brand awareness for unknown or unpopular brands and provide evidence for higher engagement with the placement when the audiences have pre-existing positive attitudes towards the brand (t (277) = 27.11, p = .01). This study also confirms that TAM as a relevant model can be applied to understand how regularity and duration of viewing affect attitudes towards brands and their placement in Web Series. Brand placement in Web Series is perceived as useful and largely determines brand name recall. Thus, marketers should strategically consider using brand placement in Web Series as a part of their marketing communication plan, especially as this media with other related forms of advertisement are important for brands to keep up with the industry’s communication challenges.
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Kumar, Niraj, and Subhajyoti Ray. "Attitude towards soft drinks and its consumption pattern: a study of Gen Y consumers of India." British Food Journal 120, no. 2 (February 5, 2018): 355–66. http://dx.doi.org/10.1108/bfj-05-2017-0320.
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Purpose The purpose of this paper is to examine the consumption patterns and attitudes towards soft drinks among Indian youth. Design/methodology/approach A questionnaire was used to investigate consumption patterns, attitudes, and socio-demographic profiles of college-attending respondents between the ages of 18 and 30. Cluster analysis and factor analysis were undertaken to obtain a better understanding of the attitudes among young consumers towards soft drinks. A logistic regression model was used as a predictor to distinguish between frequent and non-frequent soft drink consumers. Findings Indian youths preferred diet drinks and fruit juices more than regular soft drinks. Soft drinks were mostly consumed as distinct drinks (not as substitutes) and on specific occasions. Easy availability of soft drinks at the locations closure to consumers was a critical factor in determining consumers’ purchase and consumption level. Attitude towards the utility and nutritional dimensions of soft drinks had a positive and significant influence on the frequency of consumption. Practical implications To remain competitive, soft drinks’ companies need to focus more on healthy products and those that are refreshing and relaxing. Social implications Regulating the availability of soft drinks in and around educational institutions will affect consumption of soft drinks and reduce diseases. Originality/value Only a few studies investigating consumption patterns and attitudes among Indian youth towards soft drinks. This study attempts to fill the gap.
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Jain, Varsha, Rohit H. Trivedi, Vikrant Joshi, and Aarzoo Daswani. "Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?" International Journal of Emerging Markets 10, no. 1 (January 19, 2015): 122–40. http://dx.doi.org/10.1108/ijoem-09-2011-0089.
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Purpose – With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products. Design/methodology/approach – The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs. Findings – It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI. Research limitations/implications – The study found that comparative advertising is effective for high as well as low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment. Practical implications – It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the product in order to develop favourable attitude towards the brand and PI. Originality/value – Comparative advertising is a growing domain and there has been very little contribution by the researchers specially on high and low-involvement product categories.
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Dangi, Neeraj, Sapna A. Narula, and Sandeep Kumar Gupta. "Influences on purchase intentions of organic food consumers in an emerging economy." Journal of Asia Business Studies 14, no. 5 (April 17, 2020): 599–620. http://dx.doi.org/10.1108/jabs-12-2019-0364.
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Purpose This paper aims to investigate the determinants of organic food buying behaviour in an emerging economy like India, where organic food yet has low market share in spite of its potential. Using the theory of planned behaviour (TPB) as the underlying basis, it attempts to explain the effect of attitude, subjective norms and the perceived behaviour control (PBC) on buying intention towards organic food among respondents in Delhi-National capital region, India. Additionally, it attempts to discriminate functional and constructive attitudes. Design/methodology/approach A quantitative questionnaire survey approach was used on 306 respondents and multiple linear regression was used to validate the research model. Findings Attitudes and PBC have a significant positive impact on the intention to purchase organic food. This paper found subjective norms to be weak and barely significant to intention. The results conclude that health motives, past purchase behaviour, knowledge, affordability and trust in organic certification label are the main facilitators in organic food purchase. Primarily, the respondents see buying organic food regularly as being of value and enjoyable to them. A more favourable appearance vs conventional food was negatively related to behavioural intention. Originality/value This research could aid all stakeholders in the organic food sector, particularly emerging economies like India where the organic market is still nascent. It could be an essential driver to improve customer involvement and thus aid them in the decision-making process to choose organic food over conventional food. It also attempts to establish the usability of TPB in assessing functional attitudes based on constructive attitudes for organic food purchase.
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Virdi, Preeti, Arti D. Kalro, and Dinesh Sharma. "Consumer acceptance of social recommender systems in India." Online Information Review 44, no. 3 (April 2, 2020): 723–44. http://dx.doi.org/10.1108/oir-05-2018-0177.
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PurposeCollaborative filtering based recommender systems (CF–RS) are widely used to recommend products based on consumers' preference similarity. Recommendations by CF–RS merely provide suggestions as “people who bought this also bought this” while, consumers are unaware about the source of these recommendations. By amalgamating CF–RS with consumers' social network information, e-commerce sites can offer recommendation from social networks of consumers. These social network embedded systems are known as social recommender systems (SRS). The extant literature has researched on the algorithms and implementation of these systems; however, SRS have not been understood from consumers' psychological perspective. This study aims to qualitatively explore consumers' motives to accept SRS in e-commerce websites.Design/methodology/approachThis qualitative study is based on in-depth interviews of frequent online shoppers. SRS are currently not very widespread in the Indian e-commerce space; hence, a vignette was shown to respondents before they responded to the questions. Inductive qualitative content analysis method was used to analyse these interviews.FindingsThree main themes (social-gratification, self-gratification and information-gratification) emerged from the analysis. Out of these, social-gratification acts as an enabler, while self-gratification along with some elements of information-gratification act as inhibitors towards acceptance of social recommendations. Based on these gratifications, we present a conceptual model on consumer's acceptance of social recommendations.Originality/valueThis study is an initial attempt to qualitatively understand consumers' attitudes and acceptance of social recommendations on e-commerce websites, which in itself is a fairly new phenomenon.
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Solanki, Sandip, and Krishna Murthy Inumula. "Farmers Markets: An Analysis of the Determinants of Consumers Attitudes and Behavior." Asian Journal of Agriculture and Rural Development 11, no. 1 (January 26, 2021): 63–70. http://dx.doi.org/10.18488/journal.ajard.2021.111.63.70.
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This research explores indicators of the attitudes, preferences, and features of customers who buy at farmers’ markets in India, using an intercept survey design. Single-stage purposive sampling was carried out in which consumers were targeted at weekend farmers’ markets at nine different locations within the state of Maharashtra, India. Over a 2-month period of data collection (eight weekend visits) a total of 255 consumers were interviewed on site at the time of purchase, from whom we collected 235 completed questionnaires. Consumers in the sample were divided into three clusters and were rated positively on all seven factors considered. The findings of the study are that in cluster 1, about 80% of consumers were willing to pay more at the farmers’ market rather than to go to a nearby retail outlet or supermarket. Cluster 2 comprised those consumers who prefer value for money while cluster 3 includes those consumers who gave a high rating to the hygiene and service conditions at the market. This research concludes that consumers are positive about the operation of farmers’ markets held near their home.
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Banerji, Diptiman, and Prashant Mishra. "An ethnocentric perspective of foreign multi-brand retail in India." International Journal of Retail & Distribution Management 46, no. 3 (March 12, 2018): 230–46. http://dx.doi.org/10.1108/ijrdm-11-2016-0204.
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Purpose The purpose of this paper is to understand the ethnocentric tendencies of Indian consumers towards foreign multi-brand retailers (FMBRs), and the influence that such ethnocentrism has on their attitudes towards, and future purchasing behaviour from, these international retailers. Design/methodology/approach The paper used a mall intercept method with a randomised data collection process to secure data from 119 organised retail shoppers in a major metropolitan Indian city. The analysis was carried out using analysis of covariance, bootstrapping mediation, multiple regression analysis, and Johnson’s relative weight analysis. Findings Two main results are as follows: concern for livelihoods of small retailers and a perception that earnings of foreign retailers are unjust are revealed as the most significant drivers of negative attitude towards FMBRs, and although high ethnocentric customers have a strong negative attitude towards FMBRs, they are open to the idea of making future purchases of goods that are not available with small retailers, from the foreign retail outlets. Research limitations/implications The study sample is from a single metropolitan city, albeit one which serves as a miniature version of the Indian society. As a limitation, the results might not be generalisable to small, non-metropolitan Indian towns. Practical implications These results provide valuable input regarding the marketing strategy and sustainability of foreign retailers planning to launch operations in India. For example, FMBRs should position themselves as not being in competition with existing small retail shops by offering a different array of products. Further, younger and more educated Indians are the least ethnocentric towards FMBRs, thus making them an attractive target segment. Originality/value Extant research has studied consumer ethnocentrism of Indian consumers towards foreign brands and products, but not towards FMBRs. This paper attempts to fill that research gap.
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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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Mishra, Sita, Gunjan Malhotra, and Garima Saxena. "In-store marketing of private labels: applying cue utilisation theory." International Journal of Retail & Distribution Management 49, no. 1 (October 27, 2020): 145–63. http://dx.doi.org/10.1108/ijrdm-04-2020-0152.
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PurposeThe purpose of this study is to examine the effectiveness of in-store private label marketing to impact the attitude of consumers towards private label brands (PLBs) by influencing consumers' perceived quality variations between the PLBs and national brands.Design/methodology/approachThis study is based on “Cue utilisation theory” and focusses on how retailers can influence consumers' perception of quality variations by providing them in-store marketing cues. Data was collected through the mall intercept method in New Delhi, India. Data analysis was done using AMOS 25 and the PROCESS SPSS macro.FindingsThis study establishes the effect of in-store private label marketing in improving consumers' quality perception of PLBs vis-à-vis national brands and thereby leading to a positive attitude towards PLBs. Further, the national brand promotions attitude is found to moderate the relationship between private label marketing and attitude towards PLBs. However, contrary to the authors' expectations, it has a positive effect on this relationship. The study found an insignificant moderation influence of price consciousness.Originality/valueThis study complements existing literature on “Cue utilisation theory” by demonstrating the importance of in-store private label marketing in improving consumers' attitudes towards PLBs. It also extends to fill some gaps in the literature by studying the direct, mediating and moderating relationship among in-store private label marketing, perceived quality variations, price consciousness, national brand promotion attitude and attitude towards PLBs, especially in an emerging market such as India.
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Khare, Arpita. "Antecedents to green buying behaviour: a study on consumers in an emerging economy." Marketing Intelligence & Planning 33, no. 3 (May 5, 2015): 309–29. http://dx.doi.org/10.1108/mip-05-2014-0083.
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Purpose – The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour. Design/methodology/approach – Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India. Findings – The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour. Research limitations/implications – Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined. Practical implications – The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors. Originality/value – Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.
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Sebastian, Francis, and Minimol M.C. "Cause-Related Marketing and Attitude Toward Corporate Image: An Experimental Study." SAGE Open 12, no. 4 (October 2022): 215824402211388. http://dx.doi.org/10.1177/21582440221138813.
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In a world of attention scarcity, cause-related marketing strategies generate a substantially greater impact. The neurophysiological mechanisms that support favorable consumer attitudes toward cause-related marketing messages are, however, rather little understood. This study attempts to comprehend how a marketer may employ cause-related marketing initiatives to improve the company’s reputation as well as how program, company, and product identities affect consumers’ attitude toward the corporate image. Following the classical experimental design, this study uses four stimuli to investigate the effects of cause type and cause category on attitude toward corporate image. The four different stimuli used in this study are exposure to a negative corporate image of a fictitious brand, exposure to a negative corporate image with exposure to cause-related marketing message on Save Amazon Rainforest, exposure to a negative corporate image, and exposure to cause-related marketing message on Educate Homeless Children project, and exposure to a negative corporate image and exposure to cause-related marketing message on feeding the hungry homeless children with a description about the gravity of hunger among the poor homeless children of India. For this study, 1,171 urban Indian consumers were used as the sample. The study suggests that empathy-embedded cause-related marketing communications are characterized by primary need-based humanitarian causes. This study thus validates the mirror neuron hypothesis, which confirms that customer-centricity increases with the degree to which the communication content is similar to that of the respondent. A higher degree of customer-centricity results in a better advertisement attitude, which improves consumer attitude toward the corporate image.
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Bharadwaj, Sundar G., P. N. Thirunarayana, and P. Rajan Varadarajan. "Attitudes towards Marketing Practices, Consumerism and Government Regulations: An Exploratory Survey of Consumers in India." Vikalpa: The Journal for Decision Makers 16, no. 1 (January 1991): 15–28. http://dx.doi.org/10.1177/0256090919910102.
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The myriad facets of consumerism have been examined by several authors during the last two decades in the context of industrialized nations. However, there is a dearth of research on consumerism in reference to developing nations. Against this background, the study by Bharadwaj, Thirunarayana and Varadarajan assumes importance as it focuses on consumer attitudes towards marketing practices, consumerism and government regulations in a developing country — India. The results of the study indicate a high level of consumer skepticism with the operating philosophy of businesses, dissatisfaction with prevailing market practices, and support for the consumerism movement.
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Iyer, Rajesh, Barry J. Babin, Jacqueline K. Eastman, and Mitch Griffin. "Drivers of attitudes toward luxury and counterfeit products: the moderating role of interpersonal influence." International Marketing Review 39, no. 2 (March 30, 2022): 242–68. http://dx.doi.org/10.1108/imr-02-2021-0091.
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PurposeThis study explores consumers' motivations to purchase luxury and counterfeit products using an international sample. In addition, it also examines the moderating role of interpersonal influence on this process. This study seeks to examine if the consumers who demand the highest quality express a preference for luxury goods over counterfeit goods.Design/methodology/approachSurvey research was employed to subjects from the USA, India, China and Russia. Responses from US and India consumers were collected using online software, whereas responses from China and Russia were collected with the help of a local market research firm.FindingsThe findings of the study indicate that consumers tend to show similar reactions based on the luxury and counterfeit consumption process examined here. In terms of interpersonal influence as a moderator, however, the study found it significantly impacts status seekers' attitude toward luxury and how a perfectionist shopper perceives counterfeit consumption.Originality/valueThis study is one of the first in the literature to empirically address both luxury and counterfeit consumption. Further it considers consumers from multiple countries with high levels of luxury good purchases.
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Uddin, S. M. Fatah, and Mohammed Naved Khan. "Exploring green purchasing behaviour of young urban consumers." South Asian Journal of Global Business Research 5, no. 1 (March 7, 2016): 85–103. http://dx.doi.org/10.1108/sajgbr-12-2014-0083.
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Purpose – The purpose of this study is to explore factors that affect green purchasing behaviour (GPB) of young Indian consumers. Design/methodology/approach – A total of 161 young Indian consumers between age group of 15 and 18 years residing in northern region of the country were surveyed employing researcher controlled sampling. Data was collected thorough structured refined research instrument that comprised scales to measure various facets of green purchasing behaviour using five point Likert scale. The research instrument also included questions for generating demographic profile of respondents. For the purpose of meeting the study objectives, research hypotheses, well-grounded in relevant theory were empirically tested using appropriate statistical tools. Findings – Exploratory factor analysis (EFA) revealed existence of five underlying factors namely green purchasing behaviour, environmental involvement, environmental attitude, environmental consciousness and perceived effectiveness of environmental behaviour that affect green purchasing behaviour of young urban consumers in India. Green purchasing behaviour and its variation across demographic variables has been ascertained by testing the considered hypotheses. Research limitations/implications – The results may not be providing generalizability. Practical/implications – This paper is expected to provide valuable insights in the area of green purchasing behaviour of young Indian urban consumers which can be of immense help to domestic and international marketers in dovetailing their marketing strategies and developing appropriate promotional messages. Originality/value – The paper attempts to provide a glimpse into the nature of green purchasing behaviour of young urban Indian consumers which has been scantily researched. Also the gender differences among young Indian consumers regarding green attitudes contributes to the worth of literature.
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Chawla, Deepak, and Himanshu Joshi. "Consumer perspectives about mobile banking adoption in India – a cluster analysis." International Journal of Bank Marketing 35, no. 4 (June 5, 2017): 616–36. http://dx.doi.org/10.1108/ijbm-03-2016-0037.
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Purpose The purpose of this paper is to identify which factors influence mobile banking adoption and examine those factors for segmentation, using a sample of Indian consumers. Design/methodology/approach In total, 59 statements were identified based on a literature review, focus group discussions and personal interviews. Exploratory factor analysis was conducted to identify the relevant factors. An online survey of 367 mobile phone users in India was conducted. Confirmatory factor analysis was conducted using structural equation modeling. Appropriate statistical techniques (hierarchical cluster analysis, k-means cluster analysis) were used to segment the users. A profile of each segment was developed based on demographics, mobile banking services used, and attitude and intentions toward mobile banking. Further, a post hoc test was used to test the variation between the obtained clusters and user attitudes and intentions toward mobile banking. The demographic characteristics of users within each cluster were also examined. Findings Mobile users were segmented into three clusters based on their perceptions of various factors influencing mobile banking. These segments were labeled as technology adoption (TA) leaders, TA followers and TA laggards. The results show that both attitude and intentions toward mobile banking significantly differs across the three segments. In terms of relative positioning, TA leaders have the most favorable attitudes and intentions followed by TA followers, and TA laggards. Age was found to significantly influence TA and usage. Research limitations/implications The findings of the study are based on responses from young, educated and salaried Indian consumers from large metro cities. Therefore, it is important to include respondents from smaller cities and towns to be able to generalize the findings. The sample is skewed toward users having accounts with private banks and hence, a balanced representation of respondents from public and private sector banks would help in identifying gaps pertaining to each sector. In future research, attempting to compare the results with other developing and developed countries may be beneficial. Practical implications The results offer service providers better knowledge about typical mobile banking user segments, providing banks with ideas for customizing their services to meet customer expectations. Originality/value This paper provides insights into factors that influence mobile banking adoption in India, which has not been investigated. In contrast to earlier studies conducted on internet banking, this study attempts to examine the perceptions, attitudes and intentions of mobile users. Although traditional TA models and theories of technology diffusion have been used, this study attempts to tailor the model specifically for mobile banking.
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Muhammad Rashid, Rao, Mahrukh Askari, Anita Laila, and Qurat ul Ain Rashid. "Role of Uncertainty as a Moderator on Consumers’ Purchase Intentions Towards Organic Food: A Comparative Study." Journal of Marketing Strategies 4, no. 1 (January 30, 2022): 100–119. http://dx.doi.org/10.52633/jms.v4i1.140.
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The growing advent of the organic food market requires knowledge about how consumers’ attitudes and lack of uncertainty increase or decrease purchase intention. This study examines the factors influencing consumers’ organic food purchase intention and the moderating role of uncertainty through a cross country comparative analysis conducted in three developing countries, where lack of food safety, environmental security, and health consciousness are considered to be the growing concern towards the success of organic food. To find the factors affecting purchase intention and attitude towards products produced organically, a theoretical model was developed and tested, representing factors of health consciousness, food safety concern, environmental consciousness, and consumers’ attitude, whereas uncertainty was taken as a moderator. Hence, the current study expands the existing literature by analyzing the model to integrate individuals’ organic food usage motives to extend their purchasing intentions. The quantitative data was collected from three countries, including Pakistan (n=287), India (n=256), and China (n=354). The findings revealed that health consciousness is a significant forecaster of shaping consumers’ attitudes toward organic food and influencing their intentions towards organic food purchasing. Moreover, the findings also indicated that consumers with a higher level of uncertainty avoid purchasing organic food. The results of this study will be useful for marketing managers, scholars, and retailers to develop appropriate strategies for marketing organic food.
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Jhamb, Deepika, Arun Aggarwal, Amit Mittal, and Justin Paul. "Experience and attitude towards luxury brands consumption in an emerging market." European Business Review 32, no. 5 (June 4, 2020): 909–36. http://dx.doi.org/10.1108/ebr-09-2019-0218.
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Purpose Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative of the Western world. Although there are a number of studies capturing the pre-purchase and purchase behaviour of consumers, there is a dearth of quality studies that have been conducted in this field to understand the post-purchase behaviour of consumers towards luxury brands, especially in the context of young shoppers in an emerging market context. Studying the post-purchase behaviour of shoppers is important to understand their experience with the brand. A negative experience could lead to a post-purchase dissonance, which in turn could lead to an unbalanced or distorted attitude towards the brand and other marketing stimuli. Keeping this in consideration, the purpose of this study is to explore the experiences and attitudes of young shoppers in India towards luxury consumption. Design/methodology/approach The study captured responses from young shoppers of Chandigarh and its satellite cities located in the relatively prosperous northwest region of India. The data were collected from 200 participants through a structured questionnaire that was based on an adapted “Attitude towards the concept of luxury” scale by Dubois and Laurent (1994) and “Brand Experience” Scale by Brakus et al. (2009). The structural equation modeling technique was applied to test the proposed model. Findings The empirical results indicate that sensory, intellectual, behavioural and affective experience play a significant role in building the attitude of consumers towards luxury brands. Research limitations/implications The study selected university students from Chandigarh (India) Tricity region as target respondents, which may limit the generalisability of the results to other target respondents in different regions of India or other countries. Practical implications The study is useful for researchers, academicians, marketers and retailers of luxury brands, as it gives fresh insights into understanding the consumer behaviour of a young segment towards the consumption of luxury brands in the post-purchase scenario, especially in the context of an emerging market. Originality/value The uniqueness of the study lies in the fact that it examines the post-purchase behaviour of a segment consisting of young, educated and aspirational individuals in one of the world’s fastest-growing major economies.
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Chandra, Raj, Abdul Munasib, Devesh Roy, and Vinay K. Sonkar. "Peer effects in the valuation and practices of food safety: findings from the study of dairy consumers in India." Indian Growth and Development Review 14, no. 2 (April 8, 2021): 223–41. http://dx.doi.org/10.1108/igdr-06-2019-0059.
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Purpose Information is often available to consumers through their social networks. Focusing on dairy consumers in India, this paper aims to present evidence of peer effects in consumers’ attitudes towards various food safety attributes and food safety practices. Design/methodology/approach Unobserved individual heterogeneities are crucial confounders in the identification of social (endogenous) effects. The identification is based on exploiting within-consumer variation across different aspects of attitude (or practices) related to food safety. Findings This paper uses a novel identification strategy that allows for average effects across attributes and practices to be estimated. Using the strategy, though this paper cannot estimate endogenous effects in each attribute or practice, this paper is able to identify such effects averaged over attributes or practices. Research limitations/implications Cross-sectional study, caste affiliation is not defined at the right level of granularity. Practical implications The results suggest that information campaigns aimed at creating awareness about food safety can have social multiplier effects, and this also translates into changes in the practices followed to mitigate food safety risks. Social implications In health-related awareness and practices, there are well-established cases of multiplier effects. The most significant example of this is the Pulse Polio campaign in India, where an awareness drives through social multiplier effects had such a significant impact that in 2012 India was declared polio-free. Perhaps, a similar campaign in matters related to food safety could be very fruitful. Originality/value The methodology and the issue are unique. Little exists in assessing social networks in the context of food safety.
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Gupta, Abhinav, and Upendra Singh. "Factors Affecting Environmentally Responsive Consumption Behavior in India: An Empirical Study." Jindal Journal of Business Research 8, no. 1 (December 18, 2018): 16–35. http://dx.doi.org/10.1177/2278682118810274.
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Environmental marketing continues to be a heavily researched area, in part due to a heightened awareness and concern for the environment among consumers. An area that has received considerable research attention is the relationship of various environmental attitudes and intentions with environmental behavioral outcomes. The conventional approach has been to linearly relate environmental attitudes and intentions among themselves and with behavioral outcomes, even though no clear pattern has emerged. The objective of the study is to understand the impact of factors influencing environmentally responsive consumption behavior on purchase intentions and purchase behavior. Data were collected from 514 respondents from Delhi. From the findings of this article, it can be stated that purchase behavior is the direct outcome of purchase intention. Further, purchase intention shows direct significant relationship, with subjective norm, attitude toward the behavior, willingness to pay, environmental consciousness, green self-identity, and perceived behavior control.
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Ashok, P. "Gender and Behaviour Differences Influencing on Web Shopping." Shanlax International Journal of Management 8, no. 4 (April 1, 2021): 54–59. http://dx.doi.org/10.34293/management.v8i4.3809.
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Despite several pieces of evidence showing the growth of Internet usage by Indian consumers. Online sales show less than 1 percent of the total retail sales in India. This may represent a great potential to grow yet some obstacles to overcome for online retailers. Many Indian consumers have low self-efficacy in using the Internet and feel shopping online to be eccentric. It seems that even for those who use the Internet regularly, the Internet is mainly for searching product information, comparing prices, and checking consumer reviews rather than making a purchase. Thus, the purpose of this study is to identify factors affecting Indian consumers’ attitudes towards shopping online. This information will help Internet retailers find a way to encourage Indian shopper’s online purchase behavior. Previous studies (i.e., Bhatnagar et al., 2000; Jarvenpaa and Todd, 1997; Vijayasarathy and Jones, 2000) attempted to identify factors affecting Indian online consumers’ online purchases. However, only risk and benefit factors identified from the US studies were applied to the Indian web shopping context, failing to incorporate Indian culturespecific factors. Thus, the purpose of this study is to identify factors affecting Indian consumers’ web shopping gender behavior, specifically elucidating them in the Indian context. In addition to the previously identified factors (i.e., Convenient and time-saving, on-time delivery, availability of detailed information about the product, safe and secure while shopping online, selection of goods available on the internet is a very broad, special offer/discounted prices, convenient and time-saving, shop online from a trustworthy website, easy price comparison to online and offline stores. Web shopping only if online prices are lower than actual price etc.); this study included Indian gender-specific factors that may play an important role in determining Internet adoption for e-commerce. Also, a potential gender difference in identifying factors affecting male/female purchase behavior was investigated.
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Kunja, Sambashiva Rao, Arvind Kumar, and Bramhani Rao. "Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook." Young Consumers 23, no. 1 (October 15, 2021): 1–15. http://dx.doi.org/10.1108/yc-11-2020-1261.
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Purpose The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook. Design/methodology/approach The paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing. Findings eWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions. Research limitations/implications The study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites. Practical implications A theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context. Originality/value The only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.
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Gupta, Vikas, and Manohar Sajnani. "Risk and benefit perceptions related to wine consumption and how it influences consumers’ attitude and behavioural intentions in India." British Food Journal 122, no. 8 (October 18, 2019): 2569–85. http://dx.doi.org/10.1108/bfj-06-2019-0464.
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Purpose The purpose of this paper is to discover the numerous risk and benefit perceptions involved in the patrons’ purchase and consumption decisions related to wine in India. It will also recognise and find out the motives behind the consumers’ drinking patterns and attitude towards wine, which affect their overall behavioural intentions (word of mouth and repurchase intentions). Design/methodology/approach Data were collected using a structured survey questionnaire from the 375 wine patrons in Delhi. Exploratory factor analysis was used in which the risk (five) and benefit (two) factors related to wine consumption were verified on a factor model using 25 constructs. It was a two-phase process in which the measurement model, with six constructs and 18 measurement items, were measured, trailed by the structural model. A conceptual framework was used to illustrate the relationships amongst the variables and was empirically verified. Findings The findings revealed that the risk and benefit perceptions of the wine patrons are not only interlinked but are also accountable for their fluctuations in attitudes. In the factorial analysis, it was discovered that perceived benefit factors, i.e. value for money and convenience, are accountable for positively affecting the attitudes of patrons towards the wines. The results also specify that an increase in benefit perception or decrease in risk perception will positively transform the patrons’ attitude towards wine. Originality/value Although a few studies have been done to find out the risk/benefit perceptions of wine consumers in the developed countries (i.e. USA, France, UK, etc.) but this will be the first attempt to find out how the consumption patterns and purchase decisions of wine consumers are affected in developing countries like India. Moreover, it will help the stakeholders to align their wine products as per the needs and demands of the patrons.
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Nowacki, Marek, Yash Chawla, and Joanna Kowalczyk-Anioł. "What Drives the Eco-Friendly Tourist Destination Choice? The Indian Perspective." Energies 14, no. 19 (September 30, 2021): 6237. http://dx.doi.org/10.3390/en14196237.
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Although eco-friendly (pro-environmental) behaviour in tourism has attracted interest among practitioners and scholars, little is known about the influence of these attitudes on the choice of eco-friendly destinations, especially in the context of emerging tourist markets such as India. Thus, this article aims to verify a model of the relationships between attitudes towards the environment and eco-friendly tourism, social and personal norms regarding environmentally responsible behaviour, perceived behavioural control, behavioural intentions regarding eco-friendly destinations and the willingness to pay for such trips using the theory of planned behaviour. The study used an online survey conducted with 598 Indians. The relationships between the variables were analysed using PLS-PM. The most important results indicated that (1) there are significant relationships between the attitude towards the environment, the attitude towards an eco-friendly destination, social and personal norms and behavioural control and intentions regarding travelling to eco-destinations and (2) well-educated young Indian consumers expressed a positive attitude towards eco-friendly destinations; however, there was only a very weak relationship between this attitude and willingness to pay more for trips to them. These findings are valuable for pro-environmental planning and the growing green market/economy, as well as for the discussion on the future of pro-environmental tourism development.
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Mathew, Priya Mary. "Attitude segmentation of Indian online buyers." Journal of Enterprise Information Management 29, no. 3 (April 11, 2016): 359–73. http://dx.doi.org/10.1108/jeim-08-2014-0078.
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Purpose – The purpose of this research paper is to apply the ABC model and examine the attitudinal segmentation of online consumer in India in terms of internet usage, perceived risks, website attributes, intent to do online purchase in future and preference of website attributes. Design/methodology/approach – A structured questionnaire was administered to 600 online consumers using field and online survey mediums. The logit analysis was applied to arrive at segmentation of online users. Findings – Findings show how attitudes are different of online users when they were segmented based on internet usage. This segmentation showed attitudes that were paradoxical in nature. To explain this paradoxical behaviour of online buyers, this study applied the logit analysis. The online users were further examined applying the ABC model of attitude. Three distinct segments of online users emerged. They are: CAB, CBA and BCA. Practical implications – The findings of this paper will be useful for online retailers who want to start e-commerce business in India. The findings are also useful for designing appropriate promotion and marketing strategies to entice online users to become online buyers. Originality/value – The key contributions of this paper are the new insights from using the ABC model. Based on usage of internet in number of hours, online buyers could be segmented into four groups. On further analysis using ABC model, this studied showed that a better segmentation of online buyers is possible and that is called attitudinal segmentation. The BCA attitudinal segment is a finding of this study and is unique to this research. This has not been done using Indian online buyers and this adds to the originality of the study.
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Sridhar, S., and P. Phadtare. "Behavioral shift of generation X towards OTT during Covid’19 in India." CARDIOMETRY, no. 22 (May 25, 2022): 176–84. http://dx.doi.org/10.18137/cardiometry.2022.22.176184.
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Over-the-top (OTT) services such as Netflix, Prime Video, Disney+ Hotstar, Zee5, etc., have changed consumers’ content consumption behavior. Globalization and Digitalization have encouraged consumers to have limitless access to the Internet for information, leisure, entertainment, and social interconnectedness. The increase in the availability of high-speed Internet, the latest smartphones, and breakthroughs in technology have created great opportunities for the OTT sector, with people preferring to consume content on-the-go digitally rather than traditional media services, such as cable television. The Covid’19 pandemic has seen an increase in viewership’s and subscriptions towards these streaming platforms, with people of different age groups adapting to changing viewership trends. This study aims to understand Generation X’s behavioral shift (Age 41 to 55) towards OTT during Covid’19 in India. The literature review talks about the Generation X cohort of consumers, their behavioral habits, and attitudes towards technology. It also discusses the changing trends of online content consumption and how Covid’19 has created a spark in viewership’s towards India’s online media services. The research study aims to perform explanatory research to establish a relationship between the increase in consumption and subscriptions of OTT services in India by Generation X and the impact of Covid’19 on the same. Data will be collected from consumer’s age amongst 41 to 55 in India via survey questionnaires, and linear regression tests will be performed to test the hypotheses and establish a correlation between the dependent and independent variables.
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Eshghi, Abdolreza, Juhi Gahlot Sarkar, and Abhigyan Sarkar. "Impact of online advertising on adolescent’s brand attitudes." Marketing Intelligence & Planning 35, no. 6 (September 4, 2017): 706–23. http://dx.doi.org/10.1108/mip-11-2016-0213.
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Purpose The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined. Design/methodology/approach Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions. Findings The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed. Originality/value The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.
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Thanki, Heena, Sweety Shah, Ankit Oza, Petrica Vizureanu, and Dumitru Doru Burduhos-Nergis. "Sustainable Consumption: Will They Buy It Again? Factors Influencing the Intention to Repurchase Organic Food Grain." Foods 11, no. 19 (September 30, 2022): 3046. http://dx.doi.org/10.3390/foods11193046.
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Global consumption trends point to rising demand for organic food as people become more health-conscious. The factors that people consider while making initial organic purchases have been discussed at length. However, the published research is scant about the factors that affect consumers’ propensity to repurchase organic goods. The present research fills this gap by focusing on what influences consumers’ decisions to repurchase organic grain. The Stimulus-Organism-Response (S-O-R) theory and the Theory of Planned Behaviour are the theoretical foundations of the present investigation. The consumer’s attitude toward organic grains and their desire to repurchase organic grains are influenced by health consciousness and previous experience. The repurchase intent was determined to be controlled by the buyer’s willingness to pay and their level of trust in the organic grain. This cross-sectional study collected the necessary data from five chosen urban centres in India. Smart PLS 3.2.9 was used to analyse the gathered data from 463 respondents. According to the findings, health consciousness and past experience favourably influence attitudes and repurchase intent. The trust that consumers have built up in organic grain as a result of past experiences is what drives their desire to make more purchases. Willingness to pay significantly controls and impacts the inclination to repurchase. The association between health consciousness and repurchase intention is partially mediated by attitude, as is the relationship between past experience and repurchase intention. The relationship between health consciousness and the desire to repurchase is partially mediated by the willingness to pay.
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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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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.
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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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Mady, Tarek. "What makes up intentions to purchase the pioneer? A theory of reasoned action approach in India and the USA." International Journal of Emerging Markets 13, no. 5 (November 29, 2018): 734–57. http://dx.doi.org/10.1108/ijoem-01-2017-0007.
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Purpose The purpose of this paper is to extend the research paradigm focusing on behaviorally-based first-mover advantages (FMA) by applying the widely-accepted Theory of Reasoned Action (TRA) and offers insights into differences between a mature market (USA) and an emerging market (EM) (India) regarding how intentions to purchase the pioneer are formed. Design/methodology/approach Utilizing samples of 208 USA and 194 Indian consumers, hypotheses examining the underlying beliefs, attitudes, social norms and purchasing intentions regarding pioneer brands are developed and tested using structural equation modeling. Findings Insights from the study suggest the TRA provides a means for assessing behaviorally-based FMAs across cultures, even as manifestations of purchase intentions differ significantly. According to the TRA and findings of this study, intentions are a function of overall attitudes and social norms. In the USA, individual attitudes were found to play a more significant role than social norms in formulating purchase intention. In India, social norms played a more dominant role in intention formation. Originality/value The study represents one of the first empirical attempts to shed light on the extent of behaviorally-based FMAs in an EM and how manifestations of intention to purchase the pioneer differ from mature markets. The study expands the behavioral paradigm of analysis to include one of the most sought-after EMs today (India) and provides one of the first empirical studies to utilize the TRA in addressing behaviorally-based FMAs.
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Kapoor, Deepa, and Alka Munjal. "Functional Foods: The New Secret of the Health Conscious Indian Women!!" Global Business Review 18, no. 3 (April 9, 2017): 750–65. http://dx.doi.org/10.1177/0972150917692196.
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In India, with growing disposable income and increased urbanization and health consciousness among people, the demand for functional foods is emerging. Consumers are more proactive about their health and this in turn has stirred the global market for functional foods and beverages. This article attempts to segment consumers using cluster analysis on the basis of their health orientation and perception towards functional foods. Correlation has been employed to measure the relation between health orientation and functional foods perception. The research has been carried out using primary data collected from 150 women respondents in Delhi NCR. Data analysis showed there is low correlation between health orientation and functional foods perception. Gym instructors and nutritionists are found to be the most important source of information for functional foods. Women respondents have been segmented into three distinct groups showing varied attitudes towards functional foods and health orientation. Among demographic characteristics, age affects the attitude towards self-health and consumption of functional foods.
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Victor, Vijay, Maria Fekete Farkas, and Zoltan Lakner. "Consumer Attitude and Reaction towards Personalised Pricing in the E-Commerce Sector." GATR Journal of Management and Marketing Review 4, no. 2 (June 25, 2019): 140–48. http://dx.doi.org/10.35609/jmmr.2019.4.2(6).
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Objective – This study examines consumer attitudes and reactions towards personalised pricing strategies in a negative and positive hypothetical purchase context. Methodology/Technique – The data was collected from 250 respondents from India through a set of two structured questionnaires, each one comprising either a positive or negative purchase scenario. Partial Least Square based Structural Equation Modelling (PLS SEM) was used to analyse the data. Findings – The results of the study imply that the consumers are concerned about the usage of their personal data for price customisation which reduces their repurchase intentions and increases the reprisal intention. The results also depict that a loyal customer base reacts positively to some extent to the personalised pricing strategy. Novelty –This study considers the impact of personalised pricing on the fair price perceptions, privacy concerns and customer loyalty in both positive and negative purchase contexts which is a novel in this research area. Type of Paper: Empirical. Keywords: Personalised Pricing; E-Commerce; Consumer Behaviour; Price Discrimination, PLS SEM. Reference to this paper should be made as follows: Victor, V.; Farkas, M. F.; Lakner, Z. 2019. Consumer Attitude and Reaction towards Personalised Pricing in the E-Commerce Sector, J. Mgt. Mkt. Review 4 (2): 140 – 148 https://doi.org/10.35609/jmmr.2019.4.2(6) JEL Classification: D82, D90, D11
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Khanna, Suvidha, Komal Nagar, Vinay Chauhan, and Sheetal Bhagat. "Application of the extended theory of planned behavior to street-food consumption: testing the effect of food neophobia among Indian consumers." British Food Journal 124, no. 2 (December 22, 2021): 550–72. http://dx.doi.org/10.1108/bfj-04-2021-0403.
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PurposeThe purpose of the paper is to find out how food neophobia, perceived risk and perceived value affect their consumers' attitude and consumption intention toward street-food, when researching tourists' food consumption.Design/methodology/approachThe framework is tested using primary data collected from 445 tourists drawn from a main urban center of Jammu situated in northern India. Structural equation modeling (SEM) technique was used to analyze data using partial least squares (PLS) method.FindingsFindings of the study provide evidence that perceived value of the street-food vendor through word of mouth (WoM) positively influenced tourists 2019 attitudes and intention to consumer street-food, while food neophobia lead to negative attitude and intention to consume. The findings further indicate that a significant negative relationship exists between perceived risk and intention to consume street-food.Originality/valueAlthough several studies have been conducted in the past related to the food experiences of tourists at various destinations, the current study is the first attempt to offer an Asian perspective on and fresh insights into factors affecting tourists' street-food selection in unfamiliar environments. The paper is useful for both practitioners and academicians interested in tourist consumption behavior and food tourism, as it would help in developing effective marketing and operational strategies to develop tourism through street-vending management.
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Wu, Jun, Anshu Saxena Arora, and Amit Arora. "Experience the “ambience”." International Journal of Emerging Markets 11, no. 2 (April 18, 2016): 148–74. http://dx.doi.org/10.1108/ijoem-11-2013-0204.
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Purpose – Ambient advertising is a unique, intimate and non-traditional form of communication between the product and the consumer; and uses all physical and environmental elements leading to stronger customer engagement. The purpose of this paper is to explore the innovations in ambient advertising including flash mob dancing, use of structures, posters, props, bus tickets, supermarket floors, shopping carts, bank receipts, animals, and other strange and unusual venues in developed economies (e.g. the USA) vs emerging economies (e.g. India). Design/methodology/approach – The research proposes relationship strength (R)-inherent drama (I)-prodigious execution (P) or R-I-P conceptual framework to measure ambient advertising and delves into the R-I-P constructs of ambient advertising. Findings – The results of Study 1 demonstrate that consumers’ global consumption orientation positively influences their attitudes toward ambient advertising. Results from Studies 2 and 3 exhibit interesting comparisons of innovations in ambient advertising between the USA and India; which improves understanding of globalization of ambient advertising in both developed and emerging economies. Relationship strength (R) between the product and the customer strengthens ad believability in both developed and emerging economies; while inherent dramatic surprise (I) displays contrasting results for developed and emerging economies. Prodigious execution (P) results in ad irritation for developed economies while it has no impact for emerging economies. Research limitations/implications – Overall R-I-P constructs of ambient advertising strengthen brand and ad attitudes and purchase intentions. The research has strong implications for advertising innovations in the USA vis-à-vis India, and demonstrates stronger implications of advertising internationalization across developed and emerging economies. Originality/value – The research is valuable in the context of emerging and developed economies of the world with respect to ambient advertising. The research explores the trends in ambient advertising and develops measures for testing perceptions of consumers in various world markets toward ambient advertising. The world economies exhibit varying levels of acceptance and appreciation to the global emerging advertising trends, and this presents a huge challenge to the companies worldwide.
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Ali, Imran, Mohammad Naushad, and Sulphey M. M. "Do trust and corporate social responsibility activities affect purchase intentions? An examination using structural equation modeling." Innovative Marketing 16, no. 4 (December 15, 2020): 62–73. http://dx.doi.org/10.21511/im.16(4).2020.06.
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Organizations place great value on corporate social responsibility (CSR), as it has been found to influence customer attitudes and intentions. This study analyzed the impact of CSR on consumers’ purchase intentions. The significance of this study arises from the fact that all progressive companies are increasing their expenditure on CSR activities. In this study, purchase intention was considered as a dependent variable, while trust, ethical, and legal CSR activities were the independent variables. Data for the study was collected from 210 randomly chosen respondents from amongst consumers of Delhi and National Capital Region of India. The data, analyzed using Structural Equation Modeling, found that trust, ethics, and legal CSR activities directly impacted consumer purchase intentions. These results indicate that legal factors do not significantly influence the corporate decision on spending on CSR activities. On the other hand, ethical factors and trust factors significantly influence the corporate decision on expenditure on CSR activities. The findings highlight companies’ requirements to be conscious of their social image. Probable limitations of the study could include sample size and the number of variables chosen.
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Sinha, Mona, Hufrish Majra, Jennifer Hutchins, and Rajan Saxena. "Mobile payments in India: the privacy factor." International Journal of Bank Marketing 37, no. 1 (February 4, 2019): 192–209. http://dx.doi.org/10.1108/ijbm-05-2017-0099.
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Purpose The purpose of this paper is to understand Indian consumers’ intention to use mobile payments by examining their adoption readiness (AR) in the larger context of their technology readiness (TR) and their privacy concerns (PCs). Design/methodology/approach A four-city, three language, paper and pencil survey yielded a sample of 600 respondents from India. Data were analyzed using structural equations modeling. Findings This study finds that AR positively mediates the relationship between TR and intention to adopt (IA) mobile payments. More importantly, PCs negatively moderate the relationship between AR and IA. Research limitations/implications Results will vary depending on country and other variables outside the scope of this study such as perceived risk, trust, etc. The sample was large but mainly comprised males, between 18 and 35 years of age. Practical implications The cash shortage due to a recent demonetization move in India had spurred mobile payment adoption but usage and retention remained low. Many other banking self-service technologies had not been successful and digitization was critical for easing payments and potentially paving the way for mobile banking. However, using mobile phones for financial transactions raises PCs that attenuate the positive impact of AR. Also, understanding overall attitudes with TR is important in a rapidly digitizing country with relatively novice users. Social implications Adoption of mobile payment technology can help address social and economic challenges in India, such as financial inclusion, corruption and tax evasion. Given the increasing awareness of privacy issues in India, mobile payment adoption, which already faces acquisition and retention challenges, will likely to face greater resistance in the future. Originality/value The findings add to the literature on emerging markets and marketing of technology products by identifying the critical role of privacy in the adoption of financial technology services. Moreover, the authors demonstrate that given the rapid introduction of technology in India, consumers’ overarching TR has to be considered along with AR for mobile payments. Thus, the authors offer a tripartite, customer–technology–transaction view of the mobile payment adoption process in India.
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Ushir, Rahul Baburao, and Dr P. Dolly Diana. "Consumer Perception Towards Online Pharmacy And Offline Pharmacy With Reference To Mumbai City." Asian Journal of Pharmaceutical Research and Development 10, no. 2 (April 18, 2022): 116–21. http://dx.doi.org/10.22270/ajprd.v10i2.1057.
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E-commerce investment in medical and pharmaceuticals is skyrocketing, which is assisting in the growth of either the online and offline supply of options for acquiring drugs to customers. This measure would ultimately assist the Indian drug industry in better meeting the demands of customers. The convenience given by e-medicines is allowing patients to shift from offline to online ordering modalities, particularly with the increased usage of the World Wide Web currently. Although a greater proportion of people, such as the elderly, disabled, and those living in remote areas, have begun to use this advanced practise on a regular basis, there remains a sizable segment of society that is still reliant on the traditional method of obtaining meds from drug stores and relies on it. Certain cases of fraudulent and inadequate information regarding pharmaceuticals and medicines being shown on these sites of "Pharmacies" and apps have been detected, making them unethical. Furthermore, it is clear that Internet prescription cannot replace the real physician's care of the patient, since patients are still at danger of significant medication interactions and adverse effects while using the online treatment approach.
Purpose: Study was done to investigate consumer perceptions about online and offline pharmacies in Mumbai, India, and if there is any danger involved with purchasing drugs from all these sources.
Design/ Methodology: The survey looked at people's attitudes about online and traditional pharmacies. Which of these do individuals in India tend to favour for their frequent pharmaceutical purchases? The investigation is conclusive in nature, and a casual research strategy was employed to assess people's behaviour and preferences regarding online and physical pharmacies. The research also included a qualitative component since the behaviour of buyers/consumers was examined. The descriptive component of the research is there just to analyse and comprehend the consumer's behaviour and the variables that lead to this choice.
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Prof. Saina Baby, Shradha Chhetri, Dr Semila Fernandes,. "VALIDATING PURCHASE INTENTIONS FOR GREEN COSMETIC PRODUCTS: APPLYING AND EXTENDINTHEORY OF PLANNED BEHAVIOR." INFORMATION TECHNOLOGY IN INDUSTRY 9, no. 1 (March 10, 2021): 773–85. http://dx.doi.org/10.17762/itii.v9i1.198.
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In the last few years, consumers in the Asian market have become conscious of green products and their impact on environmental welfare. Millennial consumers specifically, have started preferring environment friendly, socially responsible products and have come to be known as quick spenders tending the hedonistic consumption. The key intention of this research is to ascertain the variables that have an impact on the purchasing intentions which thereby affects the willingness of millennial buyers to pay a premium for eco-friendly and organic cosmetics in India by expanding the Theory of Planned Behavior by providing a structural equation model (SEM) and path analysis. Results of the study show that the subjective norms are an essential element affecting the environmental concerns and the attitudes of individuals towards green cosmetics which in turn, influence customers intention of purchasing these products and their willingness in paying a premium The research concludes that, with the presence of subjective norms to impose environment-friendly behavior and the correct attitude of individuals towards green cosmetics, the purchase intention and willingness of the millennial buyers to pay a premium for eco-friendly cosmetic products high.
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Jain, Varsha, and Saumya Pant. "Positioning Generation Y for Effective Mobile Communication: The case of three cities in India." Transnational Marketing Journal 3, no. 1 (May 31, 2015): 1–25. http://dx.doi.org/10.33182/tmj.v3i1.406.
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India is the second largest mobile phone market after China in terms of number of handsets sold also, usage has increased exponentially in the country. Indian mobile users have high disposable income and young consumers known as Generation Y primarily uses the phone and are very tech-savvy. Using the theory of reasoned action, which suggests that individual attitude and subjective norms and related to behaviour. We have developed three research questions pertaining to characteristics of Generation Y and their mobile usage. In total, 10 Focus Group Discussions (FGD) with 70 participants from different segments of the market were conducted in major leading cities such as Ahmedabad, Mumbai and Bangalore as it has 4.17 crore, 5.12 crore and 3.8 crore mobile phone users respectively. Preliminary findings indicate: Generation Y aspires to become independent. They have materialistic and social aspirations. They spend more time with friends and peers than their family. They access multiple media simultaneously such as TV, print, mobiles etc. Mobile phones are very close to their heart as it is an extension of their personality. They prefer to communicate on the virtual platform via mobile phone. The findings imply that Generation Y has moved from conspicuousness to subtle and hedonic expression. This research study provides a detailed understanding of nuances and characteristics of attitudes and intended behaviour of Generation Y.
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Gaur, Jighyasu, Mehdi Amini, Pratyush Banerjee, and Ritu Gupta. "Drivers of consumer purchase intentions for remanufactured products." Qualitative Market Research: An International Journal 18, no. 1 (January 12, 2015): 30–47. http://dx.doi.org/10.1108/qmr-01-2014-0001.
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Purpose – The purpose of this study is to understand whether being relocated to a society where remanufactured products are promoted can change consumers’ perception towards them. Also, the authors wish to identify major underlying factors for remanufactured product purchase intentions. There is strong evidence in the literature that factors such as societal norms, price, age, income, education level, and availability can have significant influence on the behavioral intentions of consumers. Design/methodology/approach – The nature of the study is to draw an embedded theory from data itself. To explore the research questions in this study, a grounded theory was used. The authors use a theoretical sampling technique and interviewed 45 India-born consumers residing in the USA for at least a period of more than six months. Findings – The results indicate that the level of environmental consciousness, individual values, post-use perceptions, nature of purchase and socio-cultural norms are the major drivers of consumer purchase intentions. Sub-categories of these five drivers are personal and contextual factors. Personal factors include personal attitudes and beliefs, individual personality and environmental consciousness. Contextual factors are societal norms, price, promotion/advertisement, service quality and brand image. Social implications – Use of remanufactured products is one of the ways to achieve sustainability. It is not only an environmentally friendly but also cost-effective approach. Given the major drivers identified through this study, firms can focus some on these drivers to improve their carbon footprint and bottom line. Originality/value – This study is first to consider the decision-making process of consumer purchase of remanufactured products. In this regard, our study offers some understanding of the entire process through an action diagram.
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Tripathi, Shalini N., and Masood H. Siddiqui. "Effectiveness of Mobile Advertising: The Indian Scenario." Vikalpa: The Journal for Decision Makers 33, no. 4 (October 2008): 47–60. http://dx.doi.org/10.1177/0256090920080404.
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In the current scenario, mobile internet applications enable consumers to access a variety of services: Web information search, SMS (short message service), MMS (multimedia message service), banking, payment, gaming, e-mailing, chat, weather forecast, GPS (global positioning service), and so forth. Collectively, we denominate this wide array of services as “mcommerce.” These digital media are considered to potentially improve the possibilities to reach consumers by allowing personalization of the content and context of the message. Combining customer's user profile and the context situation, advertising companies can provide the target customers exactly the advertisement information they desire, not just “spam” them with irrelevant advertisements. Drawing from Nysveen, Pedersen, and Thorbjornsen's (2005) grid of mobile internet services classification, this study attempts to critically analyse “person interactive” (goal-oriented) information and “person interactive” (experiential) messaging, targeting both utilitarian and hedonic benefits from the consumers' perspective. It analyses the effectiveness of mobile advertising in its current format (as prevalent in India). ‘Effectiveness’ for the purpose of this study has been concretized in terms of impact of mobile advertising on the purchase decision of the consumer. However, results of binary logistic regression indicate that mobile advertising in its current format does not have a significant impact on the purchase decision of a consumer, and that there might be other significant factors like a firm's marketing efforts (marketing mix), a consumers' socio-cultural environment (family, informal sources, non-commercial sources, social class, culture and sub-culture), and an individual's psychological field (motivation, perception, learning, personality, and attitudes) that affect his purchase decision. Mobile advertising in its current format is very generic in its approach, as substantiated by factor analysis performed on the data — marketing communication through mobiles primarily lacked in contextualization and perceived usefulness (for the target customers), and were disruptive in nature. Although mobiles are a powerful mode of marketing communication, the important issues at stake here are— what to say, how to say it, to whom, and how often. Communications get more and more difficult, as a large number of companies clamour for getting the consumers' increasingly divided attention through various means. Hence the challenge lies in customizing the marketing communication to suit individual needs (Customerization), i.e., reaching the right target market with the right message at the right time. Also, variations in consumer responsiveness towards mobile advertising have been examined using Analytic Hierarchy Process (AHP). Finally, some features enhancing the utilitarian and hedonic benefits drawn (or expected) from mobile advertising are prioritized. This enhancement of benefits can be implemented by incorporating Intelligent Software Agents, which make customerization of marketing messages a reality—delivering all the desired benefits (utilitarian⁄hedonic) to the consumers. Software Agents are programmes which fulfill a task independently on behalf of the user and can be adapted to the individual preferences and parameters of its instructor; software agents operate without intervention of the user at a specific problem definition.