01
Original Article
Open Access
The Variation of Consumer Anthropomorphism across Cultures
Phillip M. Hart, Subhash Jha
· pp. 7–16
DOI: 10.17010/ijom/2015/v45/i11/81873
Over the last 8 years, marketing research has begun to empirically probe consumer anthropomorphism or instances when consumers treat a product as human in one or more ways. Though theories of anthropomorphism commonly recognize that the phenomenon varies across cultures, …
Keywords:
Anthropomorphism, Cross-Cultural, India, USA
02
Original Article
Open Access
A Study on Brand Preference and Brand Switching Behaviour of Bt Cotton Farmers in Andhra Pradesh
C. Velavan, S. Naveen Kumar, S. Varadha Raj
· pp. 17–28
DOI: 10.17010/ijom/2015/v45/i11/81876
After the introduction of transgenic cotton, Bt cotton gained popularity amongst the farmers in Andhra Pradesh. It created interest among the seed companies to release more transgenic cotton varieties in the country. To reduce the difference between prices of Hybrid …
Keywords:
Brand Preference, Brand Switching, Bt Cotton Seeds, Garrett Ranking, Factor Analysis
03
Original Article
Open Access
Indian Consumers’ Materialistic Values: An Examination of Dimensionality and Instrument Development Through Exploratory Factor Analysis
Aastha Verma Vohra
· pp. 29–41
DOI: 10.17010/ijom/2015/v45/i11/81877
In this research paper, I attempted to find out the dimensions /factors of materialistic values/ materialism of Indian consumers, which is a behavior demonstrated by the consumers world over to obtain worldly possessions. There is sufficient discourse present in extant …
Keywords:
Materialism, Globalization, Content Validity, Factor Analysis, Scale Development, Reliability
04
Original Article
Open Access
Determinants of Customer Satisfaction in Context of Retail Malls: Empirical Evidence from India
Anish Yousaf, Neelika Arora, Anil Gupta
· pp. 42–56
DOI: 10.17010/ijom/2015/v45/i11/81880
The Indian consumer market has seen a significant growth in the number of modern-day shopping centers, popularly known as 'malls'. This industry is changing at a very fast pace, and global competition has brought new demands such as the provision …
Keywords:
Customer Satisfaction, Retail Infrastructure, Retail Management, Shopping Malls, Store Atmosphere
