Purpose The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers and behavioral intents for online fashion apparels in the Asian economic context, i.e. Indian market. Design/methodology/approach The research used a hypo-deductive strategy and all the constructs were amended from the previous scholarly work. The two-step methodology with structural equation modelling in terms of covariance-based methodology was deployed to weigh the measurement and structural models. Findings The conclusions reveal that value priorities in terms of hedonic vs utilitarian dimensions have a substantial influence on satisfaction, and satisfaction significantly affects intentions for online apparels. Additionally, customer satisfaction performs the role of a partial facilitator between hedonic and utilitarian values and purchase intents. In comparison to hedonic, utilitarian priorities display a superior outcome on customer satisfaction and purchase intents for fashion apparels getting sold online portals. Research limitations/implications The research will facilitate online researchers and fashion managers recognize the underlying dimensions of innovation-led perspectives on values, i.e. hedonic vs utilitarian, for satisfaction and behavioral intents. Practical implications The study results will assist online marketers, fashion portals and specialists recognize the characteristics of hedonic vs utilitarian dimensions to improve satisfaction facets and behavioral intents for online fashion apparels. Social implications The present scholarly work presents useful insights related to social transformation with respect to innovative online fashion apparel buying paradigms. Originality/value In an Asian market context, the paper is pioneer work to examine the comparative relationships among value priorities, e.g. hedonic vs utilitarian dimensions and their influence on satisfaction and purchase intents for the fashion apparels sold online sector a two-dimensional measure of consumption values.
PurposeThe successive waves of the Covid-19 SARS-II pandemic and the attendant lockdown imposed by the governments worldwide drove the economic activities to a halt. Offices and factories closed, production of goods and services declined and supply chains got severely disrupted. Many companies were embattled with the grim reality of shrinkage of aggregate demand, first due to supply shock and later due to loss of jobs and wages. Amidst all this, the handling and shipping of commodities became extremely complex. As the pandemic shifted consumer preference in favour of digital platforms, more and more fast-moving consumer goods (FMCG) companies were confronted with multiple strategies and choices of an appropriate distribution channel to ensure smooth delivery of raw materials and products. The present study aims to study this shift and its implications in the Indian context.Design/methodology/approachA mix-method approach, integrating quantitative and qualitative analysis, is employed to investigate the factors influencing the selection of distribution channels amongst general trade, modern trade, e-commerce and hyperlocal for FMCG companies in India. The first phase of the study uses exploratory factor analysis (EFA), followed by the application of analytical hierarchy process (AHP) approach in a fuzzy environment to realise the priority weights and ranking of the identified factors. Finally, sensitivity analysis is performed to confirm the robustness of the fuzzy analytical hierarchy process (FAHP) outcomes.FindingsThe study revealed that modern trade has emerged as the most favoured channel in the post-pandemic Indian economy. It has the potential to disrupt general trade. The study also revealed that the hyperlocal delivery model is not economically viable, and the partnership of FMCG companies with these applications is at best a short-term solution. However, it must be submitted that due to its sheer capability to ensure quick deliveries within a confined geographic area, hyperlocal delivery will gain momentum with the advancement of technology.Originality/valueThis study can be seen as the first attempt to investigate the issues related to the selection of the distribution channels in the FMCG sector of India using multi-criteria decision-making technique (MCDM).
Purpose: One of the emerging educational trends is an increase in global mobility of students to pursue higher education. This article attempts at ranking the determinants shaping the Indian students’ decisions in selecting an appropriate global destination. Method: The study was conducted in two stages. In the first stage, researchers conducted exploratory factor analysis (EFA) to find the factors shaping Indian students’ decision-making process. During the second stage, fuzzy analytical hierarchical process (FAHP) method based on triangular fuzzy numbers was applied to rank the above factors. Findings: The findings reveal four primary factors, which have been ranked in the following order—quality of education, overall cost, environment and human interface and influencers’ role. Limitations: Most of the sample respondents were from the management discipline, drawn from six Indian states. Implications: The findings will be beneficial for both academic institutions and policymakers of host countries in shaping appropriate marketing mix including branding strategies for developing countries like India. Indian policymakers can use it for further augmenting the ecosystem for higher education. Originality: Globally, several researchers have identified the factors that influence the decisions of students in pursuing international education. However, the novelty of this research is that it is a first attempt in investigating and ranking of these factors using FAHP approach, especially in an Indian context.
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