Ekta Duggal and Harsh V. Verma
Cool has been studied mostly in consumer samples drawn from Western countries. This study was inspired by paucity of literature on “cool” in an Indian context. There is certainty…
Abstract
Purpose
Cool has been studied mostly in consumer samples drawn from Western countries. This study was inspired by paucity of literature on “cool” in an Indian context. There is certainty that “cool” adds value and bestows desirability but there is uncertainty about what “cool” means. Since “cool” is a cultural phenomenon, the purpose of this paper is to explore its meaning in the Indian context.
Design/methodology/approach
The data were obtained on an open-ended questionnaire followed by depth probes on a sample of young consumers. The obtained scripts were coded and classified into semantic categories based on the grounded theory.
Findings
The study found that cool is indicated by seven facets, including being oneself, living life to the fullest, sense of humor and socially networked, and calm disposition. Unlike Western notions, in India, cool is not being deviant and hedonistic. The cultural and religious imprints are palpable in what is construed as cool in India.
Research limitations/implications
Transplanting the Western notions of cool for brand building is likely to be a risky proposition. It may not resonate with the inner cords of the Indian youth. The implication of this study is that it reveals possible ways in which cool can be incorporated in brand identity.
Practical implications
Cool is valued because it bestows distinction in subtle ways. Brands can gain traction among consumers by incorporating cool symbolism in their identity.
Originality/value
This study expands the understanding of cool in the context of an emerging market. This is one of the first studies to have probed the concept of “cool” in India.
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Ekta Duggal and Harsh Vardhan Verma
Research studies have attributed customer shift from offline to online retail to primarily functional reasons. Indian retailing differs from western counterparts in terms of…
Abstract
Purpose
Research studies have attributed customer shift from offline to online retail to primarily functional reasons. Indian retailing differs from western counterparts in terms of structure and socio-cultural-historical-economic context. The purpose of this paper is to find whether this shift is instigated by positive or negative drive.
Design/methodology/approach
The data were collected through group discussions and reflective experiential accounts in the form of text. The textual material was thematically analyzed to develop thematic networks. By this method, the text’s patent structures were explored, and underlying hidden patterns were identified.
Findings
Two global themes of “volition” and “violation” were discovered. At the patent level, customers are attracted to online in volition as it allows them to move to higher or desired value space. However, at the deeper level, customer shifted to online as a means to escape from violations involved in human-to-human dealings with offline retailers.
Practical implications
The way forward for offline retailers is to build their advantage based on human interactions. The salvation of offline retailing does not lie in trying to beat online retailers on their position of strength but in leveraging interactions to build social capital.
Originality/value
This study sought to explore and apprehend the meaning of customer shift from offline to online retail at deeper psycho-socio-cultural level.
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Srishti Nagarajan and Ekta Duggal
The present study aims to provide an overview of the life insurance industry in India and scrutinise various dimensions impacting life insurance uptake in accordance with the…
Abstract
The present study aims to provide an overview of the life insurance industry in India and scrutinise various dimensions impacting life insurance uptake in accordance with the views of the management representatives. An exploratory study was assumed by conducting in-depth face-to-face/telephonic interviews with six employees and one agent affiliated to the most prominent life insurance companies operating in India. The interviews focused on operation of life insurance companies in general, their work culture, approach towards individuals/customers, steps taken to attract and retain their human capital (agents), the overall impact of reforms on the life insurance industry and their tactics which make them unique in the market. The study observed that life insurance uptake in India is discernibly affected by an individual's financial knowledge, needs and the level of trust they have on the company apart from brand of the life insurance company and grievance redressal system. It was also found that reforms (Foreign Direct Investment (FDI) Policy, entry of private players) did bring about a difference in work culture, improved employment opportunities and increased the reach of the insurance industry in the country. The study highlights dimensions that life insurance companies constantly work/need to work upon to remain at the zenith of success, broadens the horizons of the life insurance industry in an emerging nation like India as it is one of the few studies to have probed the management's outlook of the Indian life insurance industry and holds scope for future theoretical investigation and development of a comprehensive model as well.
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Service quality is a perceptual construct that is likely to differ across industries, customer segments and markets. The purpose of this paper is to explore the construct of…
Abstract
Purpose
Service quality is a perceptual construct that is likely to differ across industries, customer segments and markets. The purpose of this paper is to explore the construct of retail service quality in the Indian context, and identifies quality components as a precursor to developing a quality measure.
Design/methodology/approach
Initially, the construct comprehension was done using exploratory research involving customer depth probes and juxtaposing it with the available literature. After defining the broad contours of retail service quality and surface considerations, the study attempted to discover retail service quality dimensions by factor analyzing the collected data.
Findings
It was found that retail service quality construct is composed of seven critical dimensions – ambience and layout, salespeople, merchandise, convenience, services, prices and customer care.
Research limitations/implications
The specific quality component structure found in this study highlights the need for managers to prioritise their retail operation and marketing efforts in sync with the uncovered quality dimensions.
Originality/value
This paper explored the quality phenomenon in the Indian retail context using a bottom-up approach. This paper provides the much-needed insights to firms that are entering the Indian market on what the quality means and the components it is made up of.