01
Original Article
Open Access
Knowledge Outlook of Indian Consumers Towards BHIM App
A. Arun Kumar, Daravath Vikas Nayak, Vedulla Shekhar
· pp. 7–16
DOI: 10.17010/ijom/2018/v48/i3/121979
As demonetization in India brought a sudden stir in the country, a need for online banking and mobile banking has risen drastically. This need directed the Indians to start looking towards digital money. The Government of India introduced the BHIM …
Keywords:
Knowledge Outlook, Indian Consumers, BHIM App, PCA Method
02
Original Article
Open Access
A Research on a Comparative Study of Some Brand Switching Models in Marketing
Rashmita Saran, R. J. R. Swamy
· pp. 17–32
DOI: 10.17010/ijom/2018/v48/i3/121980
This study compared the static model (Hendry's and SBS model) and dynamic model (DBS) of brand switching for predicting the future market shares ; also, it ascertained the consumer behavior of brand switching with regard to different demographic factors, identified …
Keywords:
Brand Switching Model, Static Model, Dynamic Model, Markov Model, SEM
03
Original Article
Open Access
"Affective Reactions" of Rural and Urban Voters to Government Campaign Commercials in Maharashtra
Mallika Srivastava, Shubhanshu Naik
· pp. 33–48
DOI: 10.17010/ijom/2018/v48/i3/121982
Purpose: The purpose of this paper was to study viewers' perception in Pune region, India about commercials of various campaigns run by the government. The present study undertook a review of extant literature and appreciative inquiry based survey using Schlinger's …
Keywords:
Brand Switching Model, Static Model, Dynamic Model, Markov Model, SEM
04
Original Article
Open Access
The Pleasure and the Guilt - Impulse Purchase and Post Purchase Regret : A Study of Young Indian Consumers
Kokil Jain, Shalini Gautam, Diksha Pasricha
· pp. 49–63
DOI: 10.17010/ijom/2018/v48/i3/121984
The main purpose of this research was to study and understand the factors that influenced the impulsive purchase behaviour in young Indian consumers and also the relationship it had with post purchase dissonance. The goal of this research was to …
Keywords:
Impulse Purchase, Post Purchase Dissonance, Hedonic Shopping Gratification, Price-consciousness And Product Aesthetics
