We test a door-to-door marketing intervention aimed to increase use of a tar- geted health product, in our setting chlorine tablets for drinking water purification. Specifically, we examine three treatments in which this good is: (1) sold alone, (2) sold alongside a familiar and cheaper side...

Customers can choose to buy products online without certain sensory experiences, such as touching, smelling or tasting. Consequently, product reviews are extremely important to implement online marketing strategies. While reviews can influence customers’ purchase decisions, how they affect the...

The paper investigates early stage “modern” grocery retail adoption in an emerging market using primary household level panel data on grocery purchases in India's largest city, Mumbai. Specifically, we seek insight on which socioeconomic class is more likely to adopt, and why. We model...

The objective of this study is to determine role of packaging and labeling on Pakistani consumer’s Purchase decisions. The purpose of this research is to examine the essential factors, which are driving the success of a brand and how these factors motivate the consumers while he/she involves...

Nokia tops the list this year among India's most trusted brands. The purpose of this research is to analyze the influence of brand personality of NOKIA to perceived quality. Approximately 214 respondents from a well known management institute are selected for this purpose. Respondents are asked...

Indian banking sector is growing rapidly and is expected to enjoy even better growth opportunities in the evolving future. Retail banking has always been prevalent in various forms ever since the evolution of banking. Retail lending in India is becoming an important segment of bank credit. It...

This paper identifies the various competitive strategies being deployed by the market leaders, market challengers, market followers and market nichers of Indian hair colour industry. The paper tends to reflect the adopted strategies in powder based, cream based and henna based colourant...

We examine the profitability and implications of online discount vouchers, which is a new marketing tool that offers consumers large discounts. Consumer pay a part of the total amount in advance for the service or product they want to buy. We would also make use of a theoretical framework...

Purpose: The study examines branding in business markets in India. The objectives of the study were to understand the importance of branding, the brand hierarchy, the purpose of branding, and the brand-building tools used in business marketing.Method: The study was exploratory in nature. Data...