In the recent past, consumers in India have been at a point where there is a multiplicative effect in income growth, aspirations, and changed consumption patterns across income level segments. Therefore, understanding the rural consumer behavior and the process of …

Establishing and curating customer loyalty is an ever more important feature of contemporary marketing. In order to strengthen this aspect, companies frequently develop specialized loyalty programs. This paper aimed to provide better understanding of this topic by means of quantitative …

The brands make identification of products, services, and businesses convenient, easy, and more acceptable for the buyers. Besides, the brands help to differentiate them from competitors' offerings. The brands also communicate improved value and benefits to the business buyers. And …

Studies on prices have indicated varied learning of human behaviour in terms of how buyers perceive prices of products individually and how they think about prices when offered to them in a frame with some price offer combinations. Empirical studies …