Purpose – The purpose of this paper is to explore store choice behaviour of Indian apparel shoppers and analyses the factors influencing their choice of retail formats from an emerging market perspective. Design/methodology/approach – The research draws on a data set of 336 structured questionnaires with adult urban Indian respondents to understand their perceptions about organised and unorganised apparel store formats. The exploratory study uses a comprehensive list of demographics, shopping situations and format stimuli parameters along with two established psychographic scales to assess the extent of their effect on the store choice of apparel shoppers. Findings – Factor analysis revealed five well defined store attributes influencing the apparel shoppers’ decision. The growing market for organised retail with a preference for multi brand stores is highlighted. The study establishes that the shoppers’ perception of single-brand stores is still going through a formative phase. Further at the micro level of the decision process, significant differences are established by a number of variables. Research limitations/implications – The paper explores the store choice behaviour from a wider perspective that may be useful for future research on developing integrated store format choice models. However, the data used herein relates to a cross-section of shoppers in urban India due to the feasibility and convenience of studying relatively organised retail forms and structure of retail in an emerging market environment. Originality/value – The paper attempts to enumerate befitting analyses of factors that influence the store choice behaviour of apparel shoppers by using apt format classifications that are specific to the emerging retail market scenario in India.
PurposeThe study is designed to explore the drivers of customer satisfaction of leading mobile network providers in a high‐growth market like Kolkata a metropolitan city in India.Design/methodologyA framework was developed based on earlier study of eminent researchers pertinent to customer satisfaction of mobile network providers in Germany, France, Korea, Canada, the USA and Greece. The construct flexibility was considered as a new determinant for customer satisfaction. For this data were collected from 277 respondents and pertinent analysis were made using multivariate techniques.FindingsThe study finds that generic requirements, price, and flexibility are major drivers of customer satisfaction of mobile network providers and brand wise relevance of these key determinants.Research limitations/implicationsThe fixed line telephone directory was the sampling frame, and all the respondents considered in the survey had a fixed line but there are situations where customer subscribes only to mobile phones. It is also necessary to study other metropolitan cities of India to validate the results we have obtained for Kolkata. Originality/value – The current research has taken into account new driver of customer satisfaction in a high‐growth market and this is the first study on drivers of customer satisfaction of leading mobile network providers in the city of Kolkata, India.
In the era of Internet, it is not necessary to run an expensive market survey to explore what the users are saying about a product and to find out whether there are any modifications required within the product. There are several sites available where users from different parts of the world post their comments after using a product. These comments can be analyzed scientifically through text mining to understand how the users have used different words in relation to the said product. The current study has been focused at finding out the word association with Samsung Galaxy 3 (a high-end smart phone). It also deals with how a few keywords are related to other words through correlation analysis.
Purpose -The study is designed to explore the importance of appropriate marketing strategies for sustainability of small firms in India, a developing economy. Design/methodology/approach -A framework based on accepted definition of marketing strategy was developed which could notionally evaluate the appropriateness of marketing strategies and its impact on the market position of the firms. The framework was tested on a set of small scale bakery firms operating in the city of Kolkata. The marketing mix of the firms was studied through case study method. A customer survey was conducted to measure the firms' market offerings with respect to their target segment. For this, data were collected from 546 consumers and analyzed using multivariate techniques. Findings -It was observed that the firms, which could align their market offerings with respect to the target segment, achieved higher performance.Research limitations/implications -The framework used was easy and simple to comprehend. The only two input components required were the marketing mix elements and a corresponding survey to understand customer perceptions. The interpretation of appropriateness, which is reactive in nature, is important, particularly for small firms where marketing is mostly informal, unplanned, relies on intuition and differs from that of large companies. The marketing mix elements were composed through qualitative observations and interviews only. Further research may be undertaken to refine the same in future. Originality/value -The current research addresses the issue of interpreting the appropriateness of marketing strategy adopted by a set of small firms.
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