Abstract
Subject area
Retailing.
Study level/applicability
Undergraduate and Master's level business and management courses.
Case overview
This case looks at the second largest oil company in India (Bharat Petroleum Corporation Limited (BPCL)) and examines an innovative services marketing concept that they introduced into the market in India for the first time, namely, one-stop truck shops. These new format truck-stops were targeted at the highway-based truckers in India who earlier had to stop off at multiple locations to eat and re-fuel increasing their on-road time and reducing their efficiency, much to the chagrin of their truck-fleet owners.
Expected learning outcomes
Students will be expected to build their knowledge of retailing in developing markets using the example of BPCL as a learning tool. The case examines differences in consumer behavior in developed vs developing markets, paying particular attention to the required need to differentiate the retail approach to suit the market.
Supplementary materials
Teaching note (with photographs).
Details
Keywords
Denver D’Rozario and Pravat K. Choudhury
The impact of assimilation on a consumer’s susceptibility to interpersonal influence is assessed in samples of first‐generation Armenian and Chinese immigrants to the US. We find…
Abstract
The impact of assimilation on a consumer’s susceptibility to interpersonal influence is assessed in samples of first‐generation Armenian and Chinese immigrants to the US. We find that: (a) Chinese immigrants are more susceptible to interpersonal influence than are Anglo‐Americans who in turn are more susceptible to this influence than are Armenian immigrants, (b) Chinese immigrants are especially susceptible to the normative type of interpersonal influence and (c) Chinese immigrants’ susceptibility to both types of interpersonal influence decreases significantly as they identificationally‐assimilate, whereas Armenian immigrants’ susceptibility to both types of interpersonal influence decreases significantly as they structurally‐assimilate into the Anglo‐American macro‐culture.