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Purpose The growing wine market in India presents a tremendous opportunity for marketers to formulate a strategy targeted at the Indian consumers. The purpose of this paper is to identify the attributes that are important for young wine drinkers in their selection of wine, the preferred option within the identified attributes and the relative importance consumers place on the identified attributes. Design/methodology/approach In-depth interviews were carried out to identify the attributes of primary importance in the wine selection process. Subsequently, conjoint analysis was conducted on the data collected through a survey of 252 respondents which ranked purchase intention of profiles derived from an orthogonal design. Findings In-depth interviews revealed five factors as important in the choice of wine, namely, price, brand, taste, origin and type of the wine. The results of conjoint analysis showed price as the most important factor, followed by the type of the wine. Red was the most preferred type. Brand, taste and origin follow up in that order of importance with millennials preferring to buy familiar brands, sweet wines and of Indian origin. Originality/value The study contributes to the wine consumer behaviour research by identifying the attributes that are important for marketing of wine to the large segment of Indian millennial consumers. The findings will help marketers to better position their wines in the Indian market. The study will also aid in the development of product, branding and pricing decisions.

Purpose – Hypermarket is the most successful amongst organised retail formats in India. The purpose of this paper is to identify segments of hypermarket shoppers based on shopping motivation. The study profiles the identified segments on demographic characteristics and shopping outcomes, and compares the shopping motivation of hypermarket consumers with that of traditional store shoppers. Design/methodology/approach – The study involved a survey of 201 actual shoppers in a hypermarket and that of 117 actual shoppers in 20 traditional stores. Principal components analysis of the motives for shopping at hypermarket and traditional store identified the respective dimensions of shopping motivation. Cluster analysis of the factor scores obtained on shopping motivation at hypermarket revealed the typology of hypermarket shoppers. Chi-square test and MANOVA were used to profile the identified segments of hypermarket shoppers on demographic characteristics and shopping outcomes respectively. Findings – Results revealed different dimensions of motivation to shop at the hypermarket and traditional store and four types of hypermarket shoppers were identified: utilitarians, maximisers, browsers and enthusiasts. The utilitarians are motivated by functional benefits such as the price and variety of products; the maximisers seek functional as well as recreational benefits; the browsers are high on social motivation; and the enthusiasts are high on all dimensions of shopping motivation. These segments showed overall significant differences on demographic characteristics and shopping outcomes. Practical implications – The proposal for allowing FDI in multi-brand retail in India, a rapidly emerging market for global retail players, is at an advanced stage of policy making. Many national and multi-national retailers are in the process of expansion in India. This study adds to their understanding of Indian consumers. Based on the identified typology, the study suggests different strategies to target different segments of hypermarket shoppers. Originality/value – The study contributes to the growing field of cross-cultural research on shopping motivation by highlighting the typology of Indian hypermarket shoppers.

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Silver diamine fluoride (SDF), a low‐cost topical agent used in many countries to arrest dental caries, was cleared as a desensitizing agent by the Food & Drug Administration for the U.S. market in 2014. The aim of this study was to survey U.S. dental schools regarding their teaching of SDF. Email invitations were sent to all accredited U.S. predoctoral dental education programs (n=66) in September 2016. Deans, chairs, and selected faculty members were asked to respond or forward the survey‐link provided to the appropriate person in their school. Under the assumption that some respondents from the same school were unaware of SDF implementation across departments, multiple responses from the same school were collapsed for analysis. A total of 62 schools (94% response rate) responded to the survey, and 67.7% of them reported that SDF was part of their curricula. There was a wide variation across dental schools’ teaching about SDF indications and protocols of application. All but one school consistently agreed on using SDF for arresting caries on primary teeth. Only 18 respondents were able to confirm if there was an existing protocol at their school for the use of SDF. When re‐application after initially arresting caries with SDF was taught, 50% of respondents advocated 2×/year re‐application. Schools not teaching SDF (n=20) planned on including it in their curricula in the future. These findings suggest that, with the use of SDF increasing rapidly in the U.S. and its adoption in most dental schools, there is a need for the development of standardized evidence‐based protocols.

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PurposeThis paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets.Design/methodology/approachThe study employs a qualitative research approach based on semi-structured in-depth interviews with founders or senior managers of Indian firms who have been successfully operating in the Indian BOP market. The data is then systematically coded and categorized with the help of software to get better insights.FindingsThe findings of the paper indicate that although the traditional 4As of marketing are important, they do not explain the success of firms adequately. Based on the findings of the interviews, we propose an 8A model that comprises the original 4As along with adaptability, assistance, action innovation and accelerating scale.Practical implicationsThe proposed 8A framework would be useful for domestic and multi-national firms aiming to make a foray into the Indian BOP market.Originality/valueThe paper contributes to the literature on the BOP market by identifying the factors important for succeeding in the BOP market. It builds on the 4A model to propose 8As marketing framework in the context of BOP markets.