Customer Experience has been in focus of all marketers for many years by now. Customer experience remains on the marketing strategy table with due importance and guides the strategies at the end of the day. The customer experience is viewed in this article based on the “connect” established...

Brand Experience has been a buzz word for most marketers and the concept is still in its emerging form. Not fully defined in the context of marketing, companies are trying to build models that may be replicable for many in the industry. The main factor revealed while brand experience is defined...

There has been an uncompromising importance in marketing attached to the factors influencing preferences. The need and relevance of knowledge related to factors that directly or indirectly influence any marketing offer is of cause for competitive advantage. In this context this study is an...

The case aims at bringing relatedness to the otherwise independent terminologies yet practically a trilogy of matter to business as far as small business units are concerned. This case study tries to unearth the challenges women entrepreneurs face particularly such units which are labour...

Purchase of certain categories of products or services requires somewhat specialized knowledge about the category for making better informed decisions, the lack of which makes consumers susceptible to be influenced by influencers. Decorative paints are falling into such category and the...

Corporate Social Responsibility is to be considered at every corporate strategy table at present to materialize the vision of sustainability. Moreover the inspirational activity voluntarily to be executed has been pushed to the limits of tolerating compulsiveness whereby the contribution to the...

An Experience is engineered at the time when the customer consolidates sensory images and perceived value about the various encounters the customers had in relation to the various touch points encountered. This results in generating a connect with these brands in consideration from the total set...

There has been a tremendous improvement in the way financial institutions operate and this is primarily based on the need to generate sufficient competitive advantage in the competitive scenario within the regulatory boundaries. Customer knowledge about the financial institutions and the choice...

For the empowerment of rural (poor) women, most of the developing nations, including India, have developed means through Self Help Groups. Kerala , being one of the states with most literacy rates, the SHG concept has been understood and replicated with rigour. Such groups are provided with...