Technology based Internet has shortened the gap between continents, countries, cities, towns and villages and people. Different parts of the people have similar tastes, perceptions, styles and accessibility. Now Online shopping has opened the doors of globalization as it facilitate all the...

Objective – Literature suggest that companies should focus their Market Orientation (MO) on good marketing and business performance. However, previous research in this area deals mostly with large companies. The objective of this research is to study the significance of MO for small and medium...

Targeting - setting marketing policy differentially for different customers or segments - is an important marketing practice. Previous approaches to quantifying the benefits from targeting have typically calibrated a response model and used the variation in response parameter estimates to...

The order of present day business being global, a constant adaptation and reinvention of marketing strategies is imperative so as to face the challenge of satisfying the local customers in the global markets. In the Retail sector, India is currently witnessing tremendous growth; but there has...

Marketing is an amazing story, an incredible function and perhaps the most challenging thing because of the certainty of an event called quot;changequot;. Because of this, a product and its marketing strategies need to adjust itself to the changes. This has lead to the theories of Product Level...

Past research on queuing has identified social justice as an important determinant of consumers' waiting experiences. In queuing settings, people's perception of social justice depends on whether or not the principle of first in and first out (FIFO) has been violated. In this research, we argue...

Consumers often purchase products based on sales promotions that they can redeem only after making the purchase. Such deals typically offer consumers a reward contingent on their performing a certain quantity of consumer effort, and we use the term rebates to refer generally to this family of...

The duration heuristic refers to the tendency to evaluate services based on their duration rather than on their content. We propose that consumers rely on the duration heuristic because it simplifies the evaluation process. In particular, the duration heuristic is most likely to be seen when the...

A brand management framework is routinely advocated in gaining market share leadership within a product market, with consequent advantages accruing to the leading brand. Such a marketing-mix-based approach often fails to explain the absolute dominance of a leader over all other brands,...

The contribution of services to the development of every national economy is in the progress, they becoming the major contributor to the gross national product of most countries. In their turn, the customers become more demanding and powerful in their relationship with service providers. They...