India is world's world's second largest consumer market and is the youngest country of the world in terms of age. This sort of phenomena makes India a hot market to cater for domestic as well as multi-national companies. Thus, all …

What price is to be charged for a product or a service is a question that haunts an entrepreneur at a crucial stage of the marketing process. Small scale entrepreneurs tend to take mainly cost of production as the basis …

Materialism has been a widely debated issue, in both oriental as well as occidental communities. The present study was aimed at an examination of the relationship between the hedonic value of materialism and the consumer behaviour parameter of consumption innovativeness …

Dramatic changes in mobile technology and worldwide push towards the third-generation technologies (3Gs) have started to shake the business world. Competitive advantage, core competency, etc. have become buzz words in the business world. Many questions around 3G are occupying the …

Advertising is a tool of marketing, which is used to influence and attract the customer as its aim is to create awareness, arouse interest and push sales advertising in a way by which a company communicates with its customers - …

Since the industrial revolution in the early 19th century, we have touched the milestone of modernism. And from early modernism to post modernity, industries have gradually moved towards consumers' needs and wishes. Nowadays, consumers deserve to have things as per …

The telecommunications market, in the last few years, has seen incredible technological advancement, which has fueled massive consumer adoption and brutal competition driven by commoditization. To drive profits in this business, you must increase the average lifetime value per customer …

When the nation's adventures spend crores of rupees a year for advertising, its effectiveness is a major concern. In some instances, advertising is the largest single cost in a company's marketing budget, and so the company should want to know …

Television (TV) food advertising has attracted attention for its potential role in promoting unhealthy eating among children. Children aged 2 to 11 years spend on an average, three hours a day watching television, which is more than with any other …

The rural markets are green pastures for companies today, as they are growing faster as compared to the urban markets. With their huge size and demand base, they offer great opportunities to the marketers. More than three-fourths of the country's …