Indian consumers

In this competitive world people really desire not products, but memorable and unique experiences which are of great importance than the products. Providing unique and memorable experience is of utmost important both from consumer and marketers perspective. This research aims to analyze the antecedents and long-term consequences of brand experience of selected consumer durables. To identify the antecedents of brand experience exhaustive literature review and qualitative study in the form expert opinion was carried out. After that questionnaire was prepared which was pre-tested, the items for the questionnaire were adopted, modified and developed by referring to various research studies. This research work provides a reliable, pre-tested questionnaire for the integrated model showing the facilitators and consequences of brand experience for selected consumer durables. Also, this research work provides a roadmap for practising managers to precisely allocate budget and available resources to the facilitators/ antecedents to achieve favourable brand experience.

Online Grocery Shopping is increasingly becoming more popular and one of the most preferred modes of buying grocery online. Online Grocery has become a major field of interest for researchers worldwide. With this every thriving market for online grocery shoppers comes a need to study various facets of Online Grocery Shopping. This review paper presents a preliminary move to understand the factors that affect online impulse buying and the urge to buy online grocery impulsively. The review paper takes cue from a host of empirical papers and review papers that present the online impulse buying phenomenon and tries to establish a correlation on whether the same factors that lead to impulse buying of accessories, clothes, books, etc. can be the factors affecting online impulse buying of grocery. Unlike impulse buying of the aforesaid products, impulse buying of grocery is majorly propelled by the advent of aesthetically designed websites or mobile applications, ease of use, discounts, offers, mood states. The review paper aims to pave the path for future researchers who would like to work in this unchartered area of impulse buying of online grocer

An ethnography of new consumerism in India that focuses upon shopping malls. The article explores the various ways in which webs of familial relations and norms and ideas of a 'new' India interact and find expression through everyday acts of shopping.

A service guarantee is a promise by a company to compensate the customer in some way if the defined level of service delivered is not met The purpose here is to allow retailers to understand stiff competition and increasing customer expectations by adopting proactive strategies to become more customer-driven and offer higher service quality. The key finding obtained is that service quality directly influences the customer visits to the retail store. A company with poor service quality may want to focus primarily on causes of existing quality gaps, whereas a firm with high quality standards but limited market presence and quality reputation may want to focus mainly on transforming potential customers into loyal ones.

Meat consumption is on the rise in India. However, most studies on meat consumption have been conducted among Western audiences and there are relatively few insights into meat consumption in emerging markets, especially India, which tends to be stereotyped as a vegetarian nation. The aim of this qualitative study was to explore meat consumption practices among urban Indians aged 23–45 years. The sample comprised mainly Mumbai residents. The research methodology used constructivist grounded theory. Semi-structured face-to-face in-depth interviews was the main mode of data collection and the research used an iterative study design along with an inductive analysis approach. A key finding was that while meat consumption is on the rise, there are social stigmas still associated with it. This has led to discrepancies between consumption behaviours occurring in public (frontstage behaviours) and those carried out in private (backstage behaviours). Using Goffman's theory of self-presentation, the study provides insights into various ways in which backstage meat consumption occurs in collectivist Indian society today. The backstage setting can comprise places outside the home, such as restaurants, and in some instances, segregated ‘safe’ spaces within the home itself. Within these spaces, the study explores how certain consumption taboos are quietly broken while actions are taken to present appropriate frontstage appearances before various audiences. This study contributes to the relatively sparse literature on meat consumption in India while also using Goffman's theory to highlight the discrepancies between public and private consumption behaviours within the collectivist Indian context

Few consumer studies focus on movement from rural to urban spheres as an ephemeral phenomenon. Using data gathered from young urban and rural women attending an all-girls college in New Delhi, we illustrate how bodily territoriality is acted out through consumption choices to be used as part of 'territorial negotiation'.