01
Original Article
Open Access
Marketing Orientation Led by Consumer Motivations Towards Agribased Products : An Evidence from Udupi District in India
Vikram Baliga, G. Santhosha Shetty, Sandeep Shenoy
· pp. 7–19
DOI: 10.17010/ijom/2020/v50/i2/150438
In this paper, we analyzed consumer motivations towards locally grown fruits and vegetables in the city of Udupi, Karnataka (India). A survey was conducted using mix method (both qualitative and quantitative design) to elicit responses from consumer households of the …
Keywords:
Vegetable Consumption, Marketing Strategy, Consumer Preference, Fruits And Vegetables Marketing, Health Marketing Campaigns
02
Original Article
Open Access
Why Rent a Dress ? : A Study on Renting Intention for Fashion Clothing Products
Naeema Neefa Neerattiparambil, Shivkumar M. Belli
· pp. 20–34
DOI: 10.17010/ijom/2020/v50/i2/150439
Access-based consumption provided an opportunity to consumers to experience new and variety of products without actually buying. Fashion renting, a form of collaborative consumption (CC), is still in its nascent stage in India. Collaborative consumption (CC) has created new opportunities …
Keywords:
Rent, Dress, Fashion, Obsolescence, Female Consumers
03
Original Article
Open Access
Sub-Conscious Decision Mapping and Network Framework for Retail Market Consumption
Shuvam Chatterjee, Aritra Kundu
· pp. 35–51
DOI: 10.17010/ijom/2020/v50/i2/150440
Today’s world of marketing is a highly dynamic and volatile place due to high competitive clutter, and hence, every industry needs to accept the understanding of impulsive change as a new standard. This article focused on understanding brand awareness of …
Keywords:
Consumer Loyalty, Wellness Industry, ZMET, Relationship Patterns, Attribute Mapping
04
Original Article
Open Access
Attribute Preference Hierarchy Based Segments in the Indian Car Tyre Replacement Market – An Exploratory Study
Anshu Sharma
· pp. 52–66
DOI: 10.17010/ijom/2020/v50/i2/150441
Purpose: This study was undertaken during February-June 2019 to understand the attributes car owners considered while making a tyre purchase decision, and to understand if any meaningful customer segments emerged on the basis of their attribute preference hierarchy. Review of …
Keywords:
Consumer Behavior, Tyre Purchase Attributes, Cluster Analysis, Indian Tyre Market
