01
Original Article
Open Access
Shifting Consumer Attitudes and Willingness to Pay for Premium Products — The Case of Unibic Cookies
Akshat Jain, Prateek Jain
· pp. 8–25
DOI: 10.17010/ijom/2024/v54/i3/173566
Purpose: The objective of this business case was to study and analyze how a new entrant could succeed in a highly competitive industry. The case described the various strategies undertaken by Unibic Foods India Pvt. Ltd. (Unibic) to create and …
Keywords:
Marketing, New Product Development, Strategy, Brand Strategy, Market Entry
02
Original Article
Open Access
Antecedents of Status Consumption of Fashion Brands – The Impact of Sustainability in the Post-COVID Era
Chhavi Taneja, Shveta Kalra
· pp. 26–43
DOI: 10.17010/ijom/2024/v54/i3/171933
Purpose: The present study developed a conceptual model for the antecedents of status consumption for fashion brands in India. It also decoded how increased consumer focus toward sustainability has impacted the consumption of fashion brands. Methodology: Six consumption values and …
Keywords:
Consumer Research, Consumer Marketing, Fashion, Marketing Strategy, Brand Preference, Differentiation
03
Original Article
Open Access
Do eWOM and Brand Image Drive Purchase Intention of Online Travel Shoppers : A Case Study of Delhi - NCR
Ashwerya Gupta, Ubba Savita
· pp. 44–60
DOI: 10.17010/ijom/2024/v54/i3/173567
Purpose: The increasing trend of traveling and the widespread use of the internet have led to a growth in the market for online travel buying. The present study yielded valuable insights into the impact of electronic word of mouth (eWOM) …
Keywords:
Brand Image, eWOM, IPMA, Online Travel Shopping, Purchase Intention
04
Original Article
Open Access
Analyzing the Application of UTAUT2 Model in Predicting the Adoption of Electronic Shopping in Nigeria
Pawan Kumar, Muhammad Umar Usman
· pp. 61–81
DOI: 10.17010/ijom/2024/v54/i3/170942
Purpose: Electronic shopping has become a global phenomenon with a significant impact on the economy. Previous studies have examined the factors affecting electronic shopping adoption using the unified theory of acceptance and use of technology (UTAUT2) in various countries. But …
Keywords:
Electronic Shopping, Adoption, UTAUT2 Model, Behavioral Intention, User Behavior, Nigeria
