01
Original Article
Open Access
Moderating Effect of Facilitators and Barriers for Purchase of Green Products in India
Vishal Kumar Laheri
· pp. 7–21
DOI: 10.17010/ijom/2020/v50/i3/151026
The paper aimed to study the influence of factors that enable and inhibit consumers to purchase selected green product categories, that is, organic food products, organic personal-care products, and energy-efficient products. The enabling and inhibiting factors were examined as a …
Keywords:
Green Products, Organic Food Products, Organic Personal-care Products, Energy-efficient Products, Moderation
02
Original Article
Open Access
Role of Consumption Intent in Service Quality : Perceived Benefit Relationship
Barnabas Nattuvathuckal, Nandakumar Mekoth, Michael Sony
· pp. 22–32
DOI: 10.17010/ijom/2020/v50/i3/151027
The purpose of this study was two-fold. First, it explained the relationship between service quality and benefit perception. Second, it studied the role of customers' intent in the relationship. Following a descriptive design, data were gathered from a sample of …
Keywords:
Service Quality, Hedonic And Utilitarian Intents, Perceived Benefits, Moderation Effect
03
Original Article
Open Access
I Know Why I Choose Private Label Brands - Brand Equity Analysis in Organized Retailing
Shilpa Sarvani Ravi, M. V. Ram Prasad
· pp. 33–46
DOI: 10.17010/ijom/2020/v50/i3/151028
Private label brands (PLB), also referred to as 'store brands,' are termed to be saviors of the organized retail stores. As the retail revolution is taking place in India, consumers are finding private label products to be high-quality items that …
Keywords:
Retailing, Hyperstores, Private Label Brands, Brand Equity, Perceived Quality
04
Original Article
Open Access
Digital Marketing and Consumer Millennials : A Comparative Study of Men, Women, and Transgender Consumers' Buying Behaviour in Punjab
Pooja Sharma, Sushant Gupta, Deepika Kapoor
· pp. 47–57
DOI: 10.17010/ijom/2020/v50/i3/151029
Millennials play an enormous role in digital marketing as they are the ones who have grown up in a social media world. They are considered as a key target market for many digital marketing campaigns. Therefore, it is important to …
Keywords:
Digital Marketing, Consumer Millennials, Buying Behavior, Male Consumers, Female Consumers, Transgender Consumers
