01
Original Article
Open Access
Fighter Brands and Indian Consumers: A Study of Brand Narratives Using Ad Content Analysis
Surjit Kumar Kar, Tina Dasgupta
· pp. 7–21
DOI: 10.17010/ijom/2015/v45/i9/79801
Following the American Marketing Association, 'flanking' is understood as an indirect strategy aimed at capturing market segments (geographical or consumer groups), whose needs are not being well served by competitors, or when the competitors are unwilling or unable to retaliate. …
Keywords:
Flanking, Content Analysis, Brand Narratives, Fighter Brands, Flagship Brands
02
Original Article
Open Access
A Case Study of Bt Cotton in India: The PLC Framework
Bhavneet Kaur
· pp. 22–36
DOI: 10.17010/ijom/2015/v45/i9/79802
This paper aimed to track the marketing journey of GM (genetically modified) cotton in India. It used the basic concepts like PLC (product life cycle) and 4P's framework from the marketing theory to make interpretations. The article underwrote the marketing …
Keywords:
GM Cotton, PLC Theory, 4P's Framework, Commercialization of Bt Cotton, Competition
03
Original Article
Open Access
Healthy Food Selection: The Role of Nutritional Information of Packaged Foods on Consumers’ Purchase Intentions
Sandip Solanki, Jaydeep H. Sheth
· pp. 37–54
DOI: 10.17010/ijom/2015/v45/i9/79807
India is the world's second largest producer of food next to China and has the potential of being the largest food producer in the world. The food processing industry is the fifth largest industry in India in terms of production, …
Keywords:
Nutritional Information, Ready to Eat Food Products, Packaged Foods, Food Processing Industry, Healthy Food Selection
04
Original Article
Open Access
Mystery Shopping for Consumer Contentment, Reliance, and Adhesion in the Retail Industry: A Descriptive Study
Sourabh Bhattacharya, Bibhuti Bhusan Mishra, Uma Sankar Mishra
· pp. 55–63
DOI: 10.17010/ijom/2015/v45/i9/79809
Mystery shopping plays a crucial role in ascertaining service standards in the organized retail industry. At the present juncture, when products are same, discount rates are same on the same prices across formats; hence, service standards act as the biggest …
Keywords:
Mystery Shopping, Training, Competition, Visual Merchandising, Service Quality, Customer Research, Memory, Customer Behavior, Benchmarking, Service Delivery
