With companies investing millions of rupees or dollars in marketing communication including advertising, it is but natural to examine its impact on the bottom line of the firm. With markets ruling the roost, practitioners and researchers have turned their attention towards examining the impact...

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...

In the backdrop of recent global meltdown and saturated urban markets, importance of rural markets is umpteen. The potential of rural markets is such that it can become next growth engine to our economy. Since Indian economy is global it is needless to say that this huge size of Indian rural...

Indian market is dominated by Public Sector Oil Marketing Companies in the marketing of petroleum products and the customer behavior that has intrigued the marketers has been lack of customer brand loyalty. Today marketing of petrol has changed from what it was and petrol is on its way to...

This empirical study contributes towards identifying the effect of both fake and real discounts in the Indian marketing environment. A common, but unsustainable practice in India is to increase the selling price and then offer a discount on the product. Increasing sales based on fake discount...

The Internet is growing at a rate of almost 50-100% per year in India. From being a medium for exchange of information and communication between the scientific research workers, it has opened a vast vista of entertainment and information (edutainment) for millions of people on the Internet...

Women Consumers are playing an important role in online shopping. The increasing use of internet by the women consumers in India provides an emerging prospect for online retailers. If online retailers know the factors affecting women consumers' buying behavior, then they can further develop...

Purpose: The purpose of this paper is to examine the dimensions of perceived risk, which influence consumers' purchase intention toward the retailers' private labels. Based upon the previous literature, majorly four dimensions of the perceived risk have been considered for the study. These...