Buying behavior of customers for different product categories varies because of different factors. This research was intended to find impact of visual merchandising on consumer buying behavior for two different product categories. The two product categories for study were apparel and furniture....

Trademarks are indeed about information, but trademark doctrine misunderstands trademarks’ information function. Trademark doctrine takes a broadcast view in a networked world. Rather than a world where a single source transmits messages to a passive public, we live in a world where many...

Marketers are always looking for more effective ways to entice consumers, with the goal to build a brand and sell more products and services. Long ago, armed with the knowledge that people enjoy winning prizes, savvy promoters began offering promotional contests and sweepstakes, which encourage...

Apparel industry in India is booming and there is fierce competition among various players in apparel segment in terms of lifestyle format. The study is aimed to find out impact of various dimensions of visual merchandising on impulse buying behavior of the customers visiting “Central...

In this paper, I develop afresh a comprehensive approach to market segmentation of Facebook users. The approach considers the implications of Facebook’s multi-sided platform (MSP) based business model. Using cluster analysis of survey data, I develop a basic 3 segments solution for the online...

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format....

Nearly all theoretically motivated models of consumer demand for multiple goods assume additive separability in preferences, i.e. the consumption utility of each good x is independent of the quantity demanded of another good y. This is a strong restriction that makes the solution of the...

The purpose of the present study was to test whether logo shape and color affect emotional and cognitive response to a new logo. In explorative part of the study the effect of amount of each of the additive primary color on logo perception was examined. Research was done on the sample of 190...

Promo code coupons delivered via email are a popular promotion tool. We study the effectiveness of these promotions by examining the factors that influence consumers to redeem promo codes, and the impact of redemptions on profits. We analyze a field experiment conducted by a national retailer...

Sales Executives play a vital role in hierarchy for generating revenue to the organization. The purpose of this paper is to know the perception of Sales Executives towards Sales Force Effectiveness (SFE) including factors influencing the same with respect to Pharma Industry. The method used for...