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3852 items in total found

Working Papers | 2014

Buying Impulsive Trait: An effective moderator for shopping emotions and perceived risk

Piyush Kumar Sinha, Hari Govind Mishra, Surabhi Kaul, and Sarabjot Singh

The study provides an evidence of the relationship between buying traits, perceived risk and buying emotions. The study also indicates that the three emotional states of arousal and pleasure and dominance have significant relationship with impulsive buying behavior. Arousal which was active with buying intentions and impulsive buying was seen insignificant with moderating regression results. Buying impulsive trait was found to be significant moderator of pleasure, dominance, perceived risk and buying intention. Perceived risk was judged to have a negative relation with impulsive buying intension whereas it had no relation with Impulsive buying behavior. The study is expected to contribute towards the body of knowledge by building a model that incorporates affective, cognitive and individual factors related to impulsive buying.

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Working Papers | 2014

Impact of Consumer Social Responsibility and Brand Social Responsibility Image on Brand Loyalty

Piyush Kumar Sinha, Hari Govind Mishra, and Sarabjot Singh

The present paper focus on ITC notebook and try to understand consumer social responsibility for cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra effort for that brand, provided the donation amount invested by companies should be high as much high as company can provide for the cause. Elaborative offers and attitude toward the advertisement affect the social brand image of the company, and these two affects along with brand image produce positive results on brand loyalty among consumers for such low involvement products.

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Working Papers | 2014

Dominance of Affective over Cognitive Customer Satisfaction in Satisfaction-Loyalty Relationship in Service Encounters

Piyush Kumar Sinha, Hari Govind Mishra, and Surabhi Kaul

The paper reports on a study which aims to understand the role of cognitive and affective components of customer satisfaction in service encounters. The paper is structured to explore a brief synthesis of the extant literature on key conceptual issues concerning the role of emotion in service encounters. Subsequently, the paper explores the satisfaction-loyalty relationship when both cognitive and affective component are included. The focus of this study is to investigate the relationship between emotional satisfaction, service quality, customer loyalty, and relationship quality within a retail setting. A total of eight retail stores of Jalandhar city participated in the study. During a two-month data collection period, 200 customers were surveyed. Convenience sampling was employed and self-administered surveys were used to collect data. The Findings emphasize the dominant role of affective component in satisfaction loyalty relationship.

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Working Papers | 2014

My Journey with IIMA: An Autobiographical Account

T. V. Rao

Organizations and Institutions are platforms of learning and growth. It is left for us to choose our path and give and get the best during the time we are associated with it as a stake holder. This paper is a narrative of forty years of association of the author with IIMA-21 years on a full time basis, 7 years as Adjunct and a few years in between as a Visiting Professor. The paper intends to portray IIMA as centre for learning, academic leadership and Institution Building for any faculty member. It is a platform to learn from the various roles one performs there and from different organizations with which one gets to work with. Offering various programs that are innovative, courses that are new, interacting with colleagues and participants of various programs, doing research and even visitors to the Institute-they are all sources of learning. The author's narration of personal experiences, learning and accomplishments are described in support of this. Giving is the best way of getting.

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Working Papers | 2014

Weighted-Additive versus Reference-Dependent models of bundle evaluation: Evidence from discount framing on product bundles with surcharges

Arvind Sahay and Sumitava Mukherjee

Attractiveness of product bundles largely depends on how prices are framed. There is considerable disagreement among two contemporary models that posit how product bundles with discounts are evaluated. According to the weighted-additive model, discounts on the most important component in a bundle increases attractiveness. However according to the reference-dependent model, discounts on the most negatively valued component make a bundle more attractive. This research evaluated the relative influences of different price formats and discount offers for bundles with a primary product and a secondary surcharge component (shipping charge). Across two studies on a low and a high priced product, discounts on the negatively valued shipping surcharge increased attractiveness of the bundle compared to a similar discount on the product, thus supporting the reference-dependent model. Further, for a low priced product, bundling increased attractiveness while for a high priced product, partitioning was more attractive. Beyond theoretical understandings of price evaluation, these findings also have important practical implications for advertisers.

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Working Papers | 2014

Mortality Impact Evaluation of "Chiranjeevi Scheme" of Government of Gujarat

Dileep Mavalankar, Parvathy Sankara Raman, and K. V. Ramani

The maternal mortality ratio of Gujarat was 148/100,000 live births in 2009 (SRS, 2011a) and the infant mortality rate 41/1000 live births in 2011 (SRS, 2011b). The government of Gujarat announced Chiranjeevi Yojana in 2005 to reduce maternal and infant mortality. The scheme was pilot tested in five backward districts in the state. In 2007 the scheme was scaled up for the whole state. Under this scheme the state government paid private obstetricians a fixed sum of money to conduct free child birth services to BPL and tribal women. In 2010, Indian Institute Management, Ahmedabad carried out an impact evaluation study by selecting Banaskantha district which was one of the five pilot districts. Four blocks were selected from the district. The study was done in two phases. The first phase of the study collected records of all births, maternal deaths, infant deaths, deaths of women in the reproductive age group (15-49 years) and stillbirths. The study identified 34,375 births, 78 maternal deaths, 609 deaths of women in reproductive age group, 319 still births and 762 neonatal deaths over a two year reference period: May 2008-April 2010. The second phase of the study used case control method in which verbal autopsies were carried out for all identified maternal deaths. Two controls (mothers with complication in child birth and mothers with no complication during child birth) were selected for each maternal death. Verbal autopsies were also carried out for alternate neonatal deaths and stillbirths. One control was selected for each of the neonatal deaths and stillbirths. Results showed that there was reduction in maternal mortality, neonatal mortality and stillbirth for those women who availed the benefit of the scheme compared with the eligible non beneficiaries. However, these results were statistically not significant, due small number of maternal deaths, neonatal deaths and stillbirths collected during our reference period.

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Working Papers | 2014

Simultaneous evaluation of pro-self and prosocial bonus schemes: Implications for newer management policies towards social betterment

Sumitava Mukherjee and Arvind Sahay

Prosocial bonuses are incentive schemes where people get bonus money to spend on social causes or colleagues that can potentially improve functioning and satisfaction. It is not yet clear how people would evaluate and choose when simultaneously pro-self and prosocial options are posed. We presented three alternatives simultaneously for a bonus that could be spent on oneself or colleagues or poor people. Two studies measured predicted satisfaction for these alternative ways of spending the bonus and a third study examined whether people would indeed opt to spend a real monetary bonus prosocially when a pro-self option is available. Results provided converging evidences in support of prosocial bonuses if it is spent on poor people but not on colleagues.

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Working Papers | 2014

Brand Adoption by BoP Retailers

Piyush Kumar Sinha, Suraksha Gupta, and Saurabh Rawal

Previous studies with regard to brand adoption by retailers have focussed on large retailers who are approached directly by the brands. There is a lack of studies on how BoP retailers adopt brands who sell to a very different set of customers and are served indirectly through long indirect channels. Most studies have approached the subject from a distribution perspective of reaching to these markets. Sixty retailers belonging to different villages of Central and North Gujarat, were interviewed to understand their brand adoption process. The interviews were audio recorded, transcribed and analysed. A grounded theory based analysis was carried out. The analysis brought out six criteria used by the retailers in selecting brands with demand for the brand as the most dominant factor. Other criteria included brand adoption by other retailers, profitability, influence of wholesaler/distributor, and packaging.

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Working Papers | 2014

Elements of task definition shopping situations: A study in context of products high on haptic salience

Abhishek and Piyush Kumar Sinha

Marketing literature has identified task definitions as one of the important situational influences. Task definition features of a situation include an intent or requirement to select, shop for, or obtain information about a general or specific purchase. Researchers have tried to define planned and emergency shopping situations on basis of amount spent on trip and by customer-generated measures on the purpose of the shopping trip. In the studies using behavioral data, either an individual cut-off or an aggregate cut-off has been used. All these definitions of planned and emergency shopping situations are driven from practitioners' perspective and suffer from operationalization issues. This brings to fore a need to enhance the understanding about the concept of task definition. In this study, we make an attempt to understand and define the concept of task definition from customers' perspective. Based on the thematic analysis of data collected through qualitative interviews, we identify the elements of task definitions which customers consider salient in distinguishing between different task definitions. We conclude, based on the additional analysis of comparison of these elements across different product categories, that it is also important to consider the finer point in elements across two product categories for same type of shopping trip.

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Working Papers | 2014

Novel Features for Review Helpfulness Prediction

Srikumar Krishnamoorthy

Online reviews play a critical role in customers purchase decision making process on the web. The online reviews are often ranked based on user helpfulness votes to minimize the review information overload problem. This paper aims to study the factors that contribute towards helpfulness of online reviews and build a predictive model. It introduces a set of novel features for predicting review helpfulness. The proposed model is validated on two real-life review datasets to demonstrate its utility. A rigorous experimental evaluation also reveals that the proposed linguistic features are good predictors of review helpfulness.

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