The growing population and rising incomes of emerging markets have captured the attention of marketers, including marketers of durable goods who have introduced a wide variety of models and features in rapid succession. In this paper, using data from Indian households, we determine the...

Purpose: The objectives of this research are to differentiate mobile internet users in terms of their physical context orientation and identify market segments that help companies and policy makers address user needs and behaviors. Design/methodology/approach: Two methodologies - focus groups...

India’s retailing sector is expected to remain in a transition spiral for the foreseeable future. Because of India’s unique context – in terms of history, regulation, institutions, demographics, geography, and traditions – there is limited applicability of the available theories of...

Purpose: The purpose of this study was to examine the differential effects of Location Based mobile advertisements on men and women in work leisure situations. Design/methodology/approach: The study conducted was in a scenario based experimental design in the 2X2X2 ANOVA format. Independent...

Location-based advertising (LBS) through mobile phones aims to remove geographical and information barriers between consumers and marketplace offerings by reaching shoppers when they are proximate to advertisers’ locations. Though such contextual advertising seems convenient, it may also be...