The aim of this empirical article was to develop and validate a model to measure relationship marketing effectiveness in an Indian NBFC context that deals with small road transport operators (SRTOs). Data were collected from 302 truckers by five trained …

For the retail business to run successfully and to improve sales, the critical component is to display its products and services in a visually appealing manner. Retail merchandising assists the retailers to attract shoppers and influence their purchase. Often, the …

Consumption of milk is considered as an essential set of choices in our Indian food habits, due to which we attempted to find out the consumer preference of milk towards packaged milk and conducted a conjoint analysis of the factors …