01
Original Article
Open Access
Customers' Opinion on Small Scale Retail Stores: A Case Study
K. Rama Mohana Rao, K. Ratna Manikyam
· pp. 5–15
DOI: 10.17010/ijom/2013/v43/i5/36382
The Indian Retail sector is dominated by small scale retailers. The organized sector occupies only 5 per cent share in the total retail sector. The presence of millions of small scale retailers in different product categories makes one realize that …
Keywords:
Ambience Factors, Customer Loyalty, Means of Communication, Retailing, Sales Promotion Techniques
02
Original Article
Open Access
Underlying Dimensions of Purchase Decision Process for Consumer Durables: A Confirmation of the Customer - Value Hierarchy Model
Rajesh Matai, Anil K. Bhat
· pp. 16–23
DOI: 10.17010/ijom/2013/v43/i5/36383
The purpose of this study was to find out the dimensions (factors) that customers use in deciding about purchasing a consumer durable, more specifically, a color television. A thirteen item questionnaire was used to elicit responses from 100 potential customers …
Keywords:
Factor Analysis, Customer-Value Hierarchy, Five Product Levels, Consumer Durables
03
Original Article
Open Access
Multidimensional Segments among Children in Urban Indian Families
Sunil Dhondopant Doke, Sarang Shankar Bhola
· pp. 24–33
DOI: 10.17010/ijom/2013/v43/i5/36384
A multidimensional segmentation procedure was run on 276 cases using Factor Analysis and Cluster Analysis that produced 24 segments among the children in urban India as per their user class of Lifestyle goods, Lifestyle, Personality and Media Exposure. A Discriminant …
Keywords:
Market Segmentation, Psychographics, Urban Children, Factor Analysis, Cluster Analysis, Discriminant Analysis, Purchase Decision, Influencers
04
Original Article
Open Access
A Study of Brand Preference and Consumption Pattern of Beer in Bareilly
Manish Gupta
· pp. 34–48
DOI: 10.17010/ijom/2013/v43/i5/36385
The present paper is an attempt to understand how brand preferences and consumption pattern of beer changes across demographic and other variables and more importantly, which product attributes are associated with these changes. The purpose of this paper is to …
Keywords:
Beer, Brand Preference, Demographic Variables, Alcoholic Beverage
05
Original Article
Open Access
Handicrafts of Meghalaya: An Analysis of the Marketing Practices
Madhuchhanda Das Gupta, Surajit Sen
· pp. 49–57
DOI: 10.17010/ijom/2013/v43/i5/36386
Meghalaya, home to three major tribal groups - the Khasis, the Jaintias and the Garos, is known for its handicrafts. The tribes of Meghalaya are known for weaving artistically designed products that not only have local demand, but also attract …
Keywords:
Handicraft, Marketing, Government Initiatives, Opportunities, Interventions
06
Original Article
Open Access
A Study of Demographic Variables Affecting Consumer Buying Behaviour with Reference to Synthetic Detergents
Sebabrata Chatterjee
· pp. 58–63
DOI: 10.17010/ijom/2013/v43/i5/36387
The research attempts to study the consumer buying behaviour of synthetic detergents in an Indian setting, specifically with reference to southern West Bengal. In this paper, the impact of a few demographic variables on consumer buying pattern has been established. …
Keywords:
Consumer Behaviour, Synthetic Detergent, Demographic Variables, FMCGs
