IIM Indore seeks to be a contextually-relevant business school with world-class academic standards that develops socially-conscious managers, leaders and entrepreneurs. IIM Indore is committed to: Excellence in management education, research, and training, Use of contemporary participant-centric pedagogies and teaching methods, A presence in emerging segments of management education.

IIM Indore

The ‘smartphone addiction’ is a popular theme in media. It has number of clear behavioural changes in addicts’ life and some of these aspects are yet to get due research attention. The present study identifies antecedents of smartphone addiction and its associated conflicts. The findings are based on data collected from adolescents, who are major targets for smartphone advertising and also vulnerable to addictions. The findings established ‘loneliness’ and ‘self-regulation’ as the main antecedents for smartphone addiction along with family, personal conflicts and poor academic performance as the significant negative consequences of its excessive use. The study findings would help to create awareness and offer insights for developing effective interventions for addressing smartphone addiction amongst adolescents. The planners, regulatory and administrative authorities will use the study findings to formulate measures that would promote positive coping mechanism to prevent smartphone addiction among adolescents.

Marketing

Behaviour and Information Technology

Smartphone addiction and associated consequences: role of loneliness and self-regulation

Goonj, an Indian non-profit organisation for fifteen years, has contributed to repositioning clothes beyond charity, with a mission to replicate the idea throughout the world and include clothes on the list of global development issues. Goonj principally provides a channel for urban households to donate used clothes and other materials to the slums and rural areas of India, thus providing a reusable resource while at the same time adding dignity to the end user. It therefore converts these unwanted items into an important resource for development. The founder, Anshu Gupta, was troubled by the fact that after years of independence there were communities in India that were still striving hard for the basic living needs of food, clothing and shelter. His desire was to make the Goonj cause a mass movement by getting many people involved directly and to come forward and take ownership of the initiative. The case provides students with an opportunity to study the workings of a developing country social enterprise and the opportunities and challenges it faces.

Journal of International Business Education

Goonj: The power of clothes to transform lives

Purpose This paper aims to provide an opportunity to study organization buying behavior, specifically buying and selling in the B2B context. The case demonstrates the need to understand the expectations of the buyer’s decision-making unit and the challenges involved in acquiring and retaining customers based on the articulated value proposition of the product. The case also provides an opportunity to explore the critical issues related to an organization’s buying process, while emphasizing on the importance of customer relationship management and the challenges involved in sales conversion. Design/methodology/approach The case is a filed-based study that aims to provide insight on differences between buying and selling in B2B &amp; B2C and an understanding on customer value proposition in B2B buying context. Findings The case provides a comprehensive overview on the key role of decision-making units and decision-making process in B2B context. Originality/value This is an India-specific field-based case study on B2B selling situation. The case provides a framework on salesperson B2B selling approach, techniques and skills in view of the changing business selling environment in the age of technologically advanced digital world.

World University root node

Fulltext

Journal of Business & Industrial Marketing

Must have or nice to have

PurposeThe purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which this work investigates in form of moderation effect of individual regulatory focus.Design/methodology/approachHypotheses are developed using social exchange theory and the elaboration likelihood model and tested using structural equation modelling. Data were collected online, using a random sample of 324 respondents in India.FindingsFindings indicate that source credibility and tie strength are instrumental in influencing acceptance of EWOM. A strong mediation role of acceptance of EWOM, confirms that people tend to forward information online only if they accept it.Research limitations/implicationsThis study represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on acceptance and subsequent forwarding of EWOM.Originality/valueThis study provides original insights about antecedents of FEWOM as well as the role of individual regulatory focus as a moderator in the process.

Marketing Intelligence & Planning

Acceptance and forwarding of electronic word of mouth

PurposeSuperior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that influence consumption experience and intention to continue shopping on a mobile phone.Design/methodology/approachThis study was carried out on students using a survey method. This study was conducted in the National Capital Region of India due to its large and diverse population. A purposive sampling technique was used to contact 380 respondents.FindingsThe data were analysed using a structural equation model. The results indicate search and possession convenience to be positively related to consumption experience while search, evaluation and post-purchase convenience are positively related to continuance usage intention. The findings of this study provide evidence that mobile phone is an effective channel for shopping due to search, evaluation, possession and post-purchase convenience.Research limitations/implicationsThis study used student population between the age group of 20 and 30 years, thereby limiting the generality of the results.Practical implicationsThis study provides insights to retailers and brand managers for crafting their mobile marketing strategies.Originality/value&nbsp;This study explores and uncovers, for the first time, convenience dimensions of a mobile shopping channel across various stages of consumers’ purchase cycle.

International Journal of Retail & Distribution Management

Mobile shopping among young consumers: an empirical study in an emerging market

PurposeThe purpose of this paper is to examine the effect of patient participation on patient satisfaction and the subsequent effect on patient behavior outcomesDesign/methodology/approachThe research employs self-administered survey method to test hypotheses. The convenience sampling approach is used to collected data from 410 patients in metropolitan cities of India. The data are analyzed using SmartPLS to test the proposed model.FindingsThe results shows patient participation is positively related to behaviour outcomes and patient confidence and satisfaction mediate the effect of patient participation on adherence.Researchlimitations/implications The study was limited to a small sample which may somewhat limit generalization of the findings. However, the findings, based on primary data, are insightful. Second, the current study was cross-sectional in nature, whereas a longitudinal study could had measured changes in perceptions over an extended time period.Practical implicationsThe results provide interesting insights about the significance of patient participation in positive behavior outcome. These insights will enable health care professionals and government to formulate a suitable policy through which to encourage patient participation in health treatment regimes.Originality/valueThe paper demonstrates the influence of patient participation on behavior. There has been little research on this aspect in the Indian context to date, so this study offers an important guideline to the health care industry in relation to introducing customer empowerment into health care regimes.

Benchmarking

Impact of participation on behaviour outcomes in health care service

Subject areaMarketing/Consumer behaviour.Study level/applicabilityThe case can be used for the postgraduate students and executives in a first-year Marketing Management class for an introductory session on understanding consumer decision in a business-to-consumer context. The case can be also used in a second-year elective course on Consumer Behaviour for the topic on consumer decision-making journey and managing customer experience through service excellence. This case would be most befitting to be used for the first introductory session of 75 minutes to give an overview on consumer behaviour.Case overviewThe dismal failure of Natasha’s desktop while preparing an important presentation due for submission compels Natasha (the protagonist) to make up her mind to buy a laptop. After consulting her friends and relatives, followed with intense search from different retail stores, Natasha finally decides to buy a Sony laptop from a multi-brand retail outlet with a price discount and freebies. Finally, when Natasha settled down to work on her new laptop on her pending presentation, she confronts some problem. Unable to identify the problem, she contacted the store sales representative to resolve the problem. However, the representative’s ineffectiveness in addressing the problem and promptly delivering the service leaves Natasha in a state of uncertainty and confusion. She seemed to be in a fix and undecided, wondering whether she should immediately rush to the repair centre with her desktop to fix the problem for the time being or she should leave the laptop and wait till the problem gets resolved.Supplementary materialsTeaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.Subject codeCSS 8: Marketing

Emerald Emerging Markets Case Studies

My experience of laptop purchase

&lt;p&gt;Internet has dramatically transformed the way present generation youth interact with one another. The usage of social networking sites is increasing drastically among urban youth in India. Ironically online behaviour among youth as an area of research is understudied. The purpose of this paper was to explore the perception, preference and usage of social network sites among the young population. The data was collected by a self-administered questionnaire through personal survey. Data analysis revealed respondents’ perception and preference for various social networking sites on parameters categorized as functional dimension and association dimension. The finding of the study provides useful insights for web designers regarding web features, design and content that would increase usage and preference. The research finding provides suggestions and directions for making social networking sites attractive, unique, engaging and user’s friendly.&lt;/p&gt;

International Journal of Business and Management

An Empirical Study on Youth’s Preference for Social Networking Sites

The present study uses conjoint analysis, to examine management students ’preference for choosing their elective course. Result suggests that choice of an elective course is largely a function of various criteria and priority. Two hundred second year management students, from different categories of B-schools, were asked to choose from a series of hypothetical choice tasks. The choice reflected participants'preference for an elective course from a list of courses, based on certain criteria. Data analysis revealed that criteria like course worth, pedagogy and instructor's background, emerged as the most important factor influencing students ’preference for an elective course.

SMART Journal of Business Management Studies

Choice of Elective Course Among Management Students in India

Consumer behavior falls into three distinct activities: searching, buying, and consuming. Though considerable research work has been conducted in the domain of buying behavior, however, much less is known about the most distinctive form of consumer behavior relating to consuming and shopping behaviour. This study aims to provide an insight on different types of shopping style among women in India. The present study tries to explore the shopping style of India consumer using exploratory factor and cluster analysis. A one-way ANOVA test way carried out to find out whether people with different personality and need priority differed in their shopper style. Results identified nine shopping style and three groups of shoppers. There was significant difference across respondents with different personality and need priority in their shopping style. The main objective of this research paper is to provide an understanding of consumer’s shopping styles for designing effective retailing strategy.

Review of Business Research

AN EXPLORATORY STUDY OF SHOPPING STYLE OF WOMEN

The primary aim of this paper is to present an integrated model of patient’s health care behaviour. In this paper an attempt is made to bring out the potential research area not yet explored. The paper is based on analysis and synthesis of existing literature to develop a model to explain patient’s health care behavior intention. The study been conceptual is limited to review of prior research. It offers new director for future research and significant insight to medical practitioners and policy makers.

International Proceedings of Management and Economy

Patient's Health Care Behaviour Intentions

A major shift has been observed in the banking sector in recent times worldwide. The Indian banking sector has witnessed a massive transformation over the last few years due to the introduction of certain government policies. Banks are now considering the development of new service quality policies and strategies that promote customer satisfaction and loyalty. The present study attempts to evaluate the service quality of Indian banks from the customer's perspective. We propose a fuzzy inference system for predicting various dimensions of service and identifying deficient service dimensions that promote effective strategy design.

Asian Academy of Management Journal

Service quality of Indian banks: A fuzzy inference system approach

Online shopping decisions are governed by consumer's level of exposure to internet and their preparedness and individual characteristic. There are a number of factors that influence what and why we buy. This paper attempts to weave both functional and psychological factors to understand their influence on online shopping behaviour. In this study an attempt is made to explore from the customer perspective some of the most important factors that influence online shopping behaviour using a RIDIT approach. In the present study, factors like trust, testing product quality or feature before purchase, exposure, easy reference/assistance in making purchase, product variety hard to find elsewhere, immediate need gratification, ease of navigation, shopping experience turned out to be some of the most important factors influencing browsers' online shopping behaviour. The findings of the present study will provide an insight into the most influential factors, to help marketers in designing their online channel as an acceptance channel for shopping.

International Journal of Internet Marketing and Advertising

A RIDIT approach to evaluate factors influencing online shopping behaviour

&nbsp;Financial inclusion refers to the process of ensuring fair, timely and adequate access to saving, credit, and insurance services, payment and remittance facilities, at an affordable cost in a fair and transparent manner by the mainstream institutional players. Studies at national and international level suggest that while opening of bank accounts can be the first step towards financial inclusion of the poor, keeping them connected with the banking system remains a challenge. The present paper attempts to carry a feasibility study in one of the most underdeveloped state in India, to understand the awareness and acceptance of financial service among people below poverty in order to design a customized micro financial product covering health insurance. Based on the self-administered survey it was found that the as needs and demand of the poor for health insurance, depend on local conditions, ‘One-size-fits-all’ should not be the criterion while designing an integrated micro finance product with micro health insurance being its prime component.

International Journal of Marketing and Technology

Feasibility study of integrated banking product for the rural poor in India

The last three decades have seen a progressive increase in worldwide environmental consciousness due to rising evidence of environmental problems. Environmental protection is increasingly becoming a necessity and part of a bigger agenda in the urbanising world of developing countries. Given the increasing deterioration of the environment, India as a developing country need to prevent pollution and preserve its natural resources. Environmental attitudes constitute a significant part of environmental consciousness. Therefore, this paper empirically investigates the attitude of Indian consumers towards the environment in general. A survey was developed and administered across India. A total of 162 Indian consumers responded completed the questionnaire. The present paper made an attempt to understand the factor that influences environment conscious behaviour for green products. The finding of the study would help government to better understand consumers' environment conscious behaviour, for developing effective environmental policies required to reinforce green purchase. Moreover, companies will have insight about how to profile green consumers in India, to develop effective messages that will functionally and emotionally appeal to their target customers.

International Journal of Management & Information Technology

A study on consumers perception for green products: An empirical study from India

Significant growth along with higher purchasing power of Indian customers has led to stiff competition in Indian healthcare sector. Customer perception of service quality plays a significant role when choosing or preferring a particular hospital. The objective of this study is to find out customer preference for healthcare services delivered by both public and private hospitals in India. For this purpose ‘SERVQUAL’ instrument was used to measure patients’ perception about service quality delivered by both public and private hospitals located in the capital city of India. An analysis covering 192 patients revealed gap between patients' expectations and perceptions across public and private hospitals with reference to quality of services delivered on selected parameters. In this article logistic regression analysis was used to forecast the probability of a patient to visit public hospital over private hospital and vice versa. The regression model used had a classification accuracy of 94.9%. Preference for a particular hospital across various clusters was identified using cluster analysis. The findings of the present study aims to provide hospital managers an insight for efficient resource allocation and mobilization based on patients' evaluation of service quality delivered by these hospitals.

Journal of Medical Marketing

A comparative study of service quality between private and public hospitals: Empirical evidences from India

Brand managers seeking for a loyal customer base need to build an emotional connection between the brand and consumers (Brady et al., 2004) particularly in a marketplace defined by heightened competition and commoditization. To the extent that advertising plays a key role in forging these bonds, there is a growing recognition that advertisers have an incomplete understanding of what it means when an emotional component is incorporated into their persuasive communication message. The present study tries to find out the preference of India consumers for emotion or rational appeal used in TV ads. The findings of the study emphatically proved that emotional appeals used in TV ads were preferred more and had a positive impact for respondent with different demographic and psychographics profiles. This was more profound among female respondents from lower age group and among respondents having achievement as their highest priority need. However, a mixed response was found for TV ads dominated with emotional appeals when a cross comparison was made across demographic and psychographics profile along with product life stage. In some case emotional appeal was preferred over rational appeal while rational appeal was preferred by respondents under some specific situation proving the fact that impact of appeal is situation specific. The present study hopes to provide direction to the advertising agencies in the matter of development an appropriate ad message. This study also aims to provide a cue for a proper mix of appeals in designing effective ad message.

International Journal of Business Insights & Transformation

Impact of TV ad Message Using Emotional Versus Rational Appeal on Indian Consumers

Using an illustrative case study on the Indian cosmetic industry, this paper illustrates the advantages of the rough set approach over conventional techniques for the extraction of decision rules from data sets, which can be useful in various marketing applications. The rule generated through the methodology can act as an ‘expert’, which may be referred to in future strategic decision-making. The approach gives results similar to the results obtained through statistical methods but without making any assumption.

IIMB Management Review

Attribute selection in marketing: A rough set approach

The marketing power of emotion traces the manner in which companies rely on emoting to connect with consumers, develop new products, improve their strategic position and increase brand recognition. Emotion is not the only element in making buying decisions, but a necessary condition if decisions are not to be continually postponed. It has been debated in the literature that consumers while making purchase, decisions are purely driven by cognitions. Recent studies, while examining how consumers actually make decisions in various shopping contexts, establish the fact that consumers are more often mindless rather than mindful decision makers. For many reasons, market research communities have been giving too much emphasis to consider rationally driven behaviours, thereby largely ignoring the influence of emotions. The present study makes an attempt to integrate these two broad themes with the propositions that it will infuse more life and realism into an understanding of consumer purchase process and theory of consumer satisfaction.