Previous research studies have been carried out in different aspects of inter-firm influences, but no efforts have yet been taken to understand influence strategy wise variation across the countries and within a country across the industries. Hence, with an objective …

This paper investigated the beliefs and evaluations embarked on by a premium car buyer during the process of arriving at a decision to buy a premium car. The authors developed a scale using a sample of premium car buyers across …

With increasing competition in the cosmetic sector, nowadays, consumers are repeatedly flooded with information on different brands in the same product category of cosmetics. In such a situation, it might be a very costly affair for a company to ensure …

A family is an important constituent of consumers as a buying unit within a society. It is regarded as one of the most influential primary reference groups. In India, a nuclear family comprised almost of 63% of all families in …

The present book review analyzed Francis Cherunilam's book : Industrial Marketing : Text and Cases. In this book, the author has made an attempt to highlight the concept and basics of industrial marketing. He has also tried to explain the …