July 2009

In-store shopping environment and impulsive buying

  The objective of the study was to investigate the influence of in-store shopping environment on impulsive buying among consumers. The impulsive decision making theory and the consumer decision making model were used to substantiate the study (Schiffman and Kanuk, 2007). A total of 320 shoppers conveniently sampled at a selected shopping mall served as the sample. A 5% test of significance showed that in-store...

Author(s): Mariri Tendai and Chipunza Crispen

July 2009

Determinants of brand equity - A blue print for building strong brand: A study of automobile segment in India

  This study explores the relationship between marketing mix elements as also elements not directly related to marketing mix and brand equity in situations where there are uncertainties of brand attributes. The authors explore multiple times automobile buyers in India. Direct marketing mix variables like price, distribution intensity, store image, advertising frequency, price promotion were considered, while...

Author(s): Tanmay Chattopadhyay, Shradha Shivani and Mahesh Krishnan