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This paper attempts to explore and identify the growing segments of online buyers of premium brands in the context of the post-pandemic market in India. The multi-dimensional trait of fashion orientation has been used as the psychographic construct for segmenting young urban consumers who shop on e-commerce platforms.

An online study across major cities resulted in a sample of 555 urban consumers of premium apparel and accessories brands. Hierarchical, two-step and k-means cluster analysis were conducted to identify diverse consumer segments and arrive at a demographic and usage-based profiling of the clusters. Furthermore, one-way analysis of variance was conducted to assess the key drivers for an online purchase among the obtained segments.

The pioneering use of fashion orientation as a base for segmentation helped identify three distinct clusters of socially conscious fashionistas, fashion involved and fashion indifferent buyers. The study identified significant differences in the demographic composition as well as their usage patterns and purchase motivations to shop online.

The study looks at an extremely important but neglected category of premium brands. The distinct clusters of premium brand buyers highlighted by the study adds theoretical value as well as managerial insights for the premium brand marketer as they seek to target consumers in Asian economies.

This exploratory study aims to examine the prevalent triggers that motivate a premium brand purchase in an online vs offline retail format.

A binary logit analysis is used to build a predictive model to assess the likelihood of the premium brand consumer seeking an online or an offline platform. Demographic and usage-based profile of the two set of consumers is established through a chi-square analysis.

Three hundred and forty six urban consumers of premium branded apparels residing in two Indian Metros were studied. A predictive model with 89.6% accuracy was validated for distinguishing premium brand buyers who shop at brick-and-mortar store or online platforms. Quality and finish were factors sought by the online buyer, whereas autotelic need, pleasurable shopping experience and social approval were important triggers for an in-store purchase.

The study posits divergent demographics and motivational drivers that led to an online vs offline purchase. Though interesting and directional, the study results need to be examined across geographies and categories for establishing the generalizability of the findings.

The study findings indicate that premium brand manufacturers can devise an omni-channel strategy that is largely tilted toward the online platform, as the quality conscious and brand aware consumer is confident and thus open to an online purchase. The implication for the physical outlet on the other hand is to ensure exclusive store atmospherics and knowledgeable but non-intrusive sales personnel.

The study is unique as it successfully builds a predictive model to forecast online vs offline purchase decisions among urban millennials.

The study investigates the exclusive effect of advertiser credibility (AC) on consumer’s attitude towards the brand’s genuinity and subsequent brand loyalty (BL). Additionally, the study examines the moderating role of brand attachment (BA) and usage on the direct and indirect relationships between AC, consumer attitude and BL.

Five advertisements identified through a dipstick study served as brand stimuli and along with previously established scales were administered to a representative sample of 582 urban adult brand users. The two-step empirical study investigated the eight hypothesized relationships using covariance-based structured equation modeling.

Results indicated significant direct effects of AC on attitude towards brand genuinity and attitude towards brand genuinity on BL, respectively. The study established the pivotal role of consumer attitude towards brand genuinity in fully mediating the relationship between AC and BL. BA and usage (in years) were confirmed as significant moderators in the relationship between AC and consumer’s attitude towards brand genuinity.

The interlinkages between AC, consumer attitude and BL form the premise of BL practice for sustained brand performance.

The study adopts a novel approach to examine and analyze the complex interplay of the less researched advertiser or corporate credibility with consumer attitude, pre-existing BA and usage in influencing BL outcomes.

This study aims to explore the effect of eco-labels on green product purchase intention among consumers of electrical/electronic products in an emerging market context.

This study adopted an extended theory of planned behaviour to assess the effects of eco-labels. To measure the key constructs, scales pertaining to the relevant literature were used to design a structured questionnaire for empirical examination. A final data set of 680 consumers was analysed using structured equation modelling.

The results indicate that eco-labels significantly impact perceived behavioural control, attitude, subjective norms and consumers’ willingness to pay higher prices for environmentally friendly green products.

The findings not only complement research on green consumerism but also serve as an important direction for socially responsible marketers who aim to play an important role in propagating pro-social consumption among emerging cohorts of consumers. The importance of eco-labelling as an effective marketing tool is highlighted, with valuable insights for future research and practices pertaining to emerging consumer markets.

This study fills a void in contemporary research by examining consumers of electrical/electronic products that typically involve long-term usage, with potentially greater environmental footprints.

By working through the case and assignment questions, students will be able to conduct a marketing environmental analysis to aid strategic decisions; analyse the first-mover advantages of a retail firm and how these can be sustained; comprehend online retail business models and the challenges therein; understand the trade-offs of online/offline retail experiences specific to an emerging market’s beauty and personal care sector; conceptualize and formulate actionable growth strategies that balance the individual and collective requirements of brick and mortar and retail e-commerce environments.

The case is set in 2022, right after Nykaa – the pioneer of beauty and wellness e-commerce platforms in India makes a blockbuster stock market debut in 2021. Starting in 2012 with a disruptive online model for selling beauty and wellness products online in India, Nykaa had come a long way with expansions in physical retail and other segments such as fashion. The firm, which initially aimed to be a virtual store, is now thinking of aggressively expanding in the brick-and-mortar retail space as it opens its 85th retail outlet.

Falguni S. Nayar, founder and CEO of Nykaa, wanted to roll out 300 physical stores targeting 100 cities in India in the next couple of years. She aspired to establish Nykaa as a category leader as the “Indian Sephora” in the beauty and personal care market. Nykaa’s first-mover advantage in the online beauty and personal care marketplace worked well to establish it as a brand with positive endorsements by digital shoppers that enhanced the investment potential with potential financiers. However, the pandemic had brought every physical retailer to the online platform. Most e-commerce platforms dealing in grocery to lifestyle had added personal care products to their existing merchandise.

Additionally, several start-ups had ventured into the online marketplace. Online was a cluttered marketplace with little to no differentiation. In this bloodbath, would the first-mover advantage for Nykaa in the online space still count as a competitive advantage? Nayar was all set to expand Nykaa’s physical presence aggressively. The concern was that the beauty and personal care segment had also moved online as a function of long stay-at-home periods. In the post-pandemic times, would the customer indeed revert to brick and mortar once again? Nykaa was also into product formulations, but so was every big and small player in the space. What was the differentiated winning formula for the consumer’s heart and mind?

The case can be effectively used in foundation courses in marketing and a wide range of specialized courses on marketing management (core/foundation course), retail marketing and e-commerce/digital marketing and e-commerce for B-school learners. The complex decision points faced by an innovative e-commerce start-up firm on its road to market expansion make the case suitable for niche courses such as Marketing for Start-ups. Moreover, learners in executive MBA programs with considerable experience can benefit from the case analysis that balances a growing retail company’s long- and short-run objectives.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to obtain a market-oriented approach to segment individual investors in terms of their attitudes and behaviour towards investment. It also attempts to understand the impact of certain demographic variables like gender, age and education on the behaviour of individual investors in the emerging urban Indian market.

A structured questionnaire was used to obtain a total of 340 valid responses which were collected from March 2016 to August 2016. Factor analysis was used to explore the components. Based on these components, cluster analysis was used to identify different subgroups. Statistical techniques, namely, t-test, analysis of variance and Fisher’s least significant difference test were used to examine the impact of demographic variables.

Factor analysis displayed five components, namely, interest in financial matters, anxiety for money, logical decisions, concern for future and spending tendency. Cluster analysis indicates that individuals can be divided into five clusters based on these components. It further substantiates that gender and education have a significant association with each subgroup.

Individual investor segments that were identified and profiled may provide an opportunity for advisors, financial analysts, organisations and investors to improve investment decision making. In this way, financial service firms can identify and provide services based on group-specific needs.

To the best of the authors’ knowledge, this study is the first of its kind to segment Indian investors into different homogeneous groups based on their attitude and behaviour towards financial matters.

The four pillars of food security are availability, accessibility, utilization and stability. In order to facilitate food security, an attempt is made to design a fruit supply chain network (FSCN) considering multi-compartment reefer trucks (MCRT) to reduce total supply chain costs. This in turn increases affordability, decreases food loss and increases availability, which further helps in improving food security.

A mixed integer non-linear programming (MNILP) model is developed to minimize the overall cost considering MCRT and the same is solved by a heuristic approach. A real-world case study is conducted to test the robustness of the model.

There is a considerable cost saving with the new proposed model (MCRT). The number of trucks used is drastically reduced when the dedicated truck is replaced with MCRT. Overall, the design of the FSCN not only improves food security by lowering the total supply chain cost but also shows a high impact on sustainability. Since the proposed model is a mathematical formulation, the same model can be applied to other perishable commodities like vegetables.

The proposed FSCN still requires more intermediaries to be added for more practicality. The model will be suitable for emerging markets mainly because the food supply chain sector is not completely organized.

This study is one of the initial studies in the context of facility location and FSCN optimization, specifically focusing on the inclusion of capacitated DCs. This study has the potential to assist supply chain managers in achieving sustainability by optimizing location decisions, inventory levels and movement between facilities. This study provides a valuable contribution towards the sustainable development goal of zero hunger (food security) by increasing affordability for low-income people.

Information and communication technology (ICT) implementation has demonstrated usefulness in supply chain coordination and efficiency optimization in various industries and sectors. This study investigates the extent of ICT deployment in fruits and vegetable supply chains (FVSC) from “farm-to-fork” to ensure food security.

This paper employs a systematic literature review (SLR) methodology and identified a total of 99 journal articles ranging from 2001 to April 2023 for analysis. The reviewed articles have been classified based on the framework proposed from the perspective of food security. Bibliometric and content analysis is carried out with the final list of articles to extract useful insights.

The findings reveal that ICT implementation in FVSC is a relatively new research area; researchers have started investigating several aspects of ICT in FVSC through varied research methodologies. Experimental research aimed at addressing food safety and condition monitoring of fruits and vegetables (FV) has started to gain traction while theory building is yet to gain traction in the literature reviewed. Findings indicate further research is required on technologies like blockchain (BCT), artificial intelligence (AI) and machine learning (ML), especially on key objectives such as food security, and the triple-bottom-line approach of sustainability. It also indicates that implementing relevant ICTs in FVSC can help delay, if not avert, the food crisis predicted by Malthusian theory.

This study used only well-established databases to ensure quality of the studies examined. There is a possibility of missing out on articles from other sources not considered. As a result, future SLR studies may employ additional databases, such as Springer Link, Taylor and Francis, Emerald Insight and Google Scholar. Other methodologies such as expert interviews and extra empirical methodologies may also be employed to give a more balanced picture and insights into ICTs implementation in FVSC.

This study offers a summative detail of the status of ICT implementation in FVSC and can serve as a reference guide for stakeholders in developing strategies for efficient FVSC management. This research work highlights the impact of ICT implementation in FVSC on the four pillars of food security which include improved availability, accessibility, utilization and stability.

This study focuses on ICT implementation for food security in FVSC. The SLR highlights the gaps and proffers potential solutions that enhance global efforts on food security through ICT-enabled reduction in food waste and food loss in FVSC.

In Nigeria, family is most important. It is usually made up of people who are related by blood, marriage, or adoption. Family plays a major role in influencing the use of psychoactive substances by adolescents and can help protect the adolescents or the reverse. Family differs in so many ways, for example, in the extent of support for education, children’s upbringing, monitoring peer activities among others. There are certain family situations where values are not being instilled, parental and social guides are not in place to ensure that children are well brought up. High levels of economic hardship (such as unemployment), family conflict, poor communication skills, domestic violence, parental divorce or single parenting, death, parental criminal activity among others disrupt parenting which reduces adolescents’ emotional security and reinforce the use of aggression and interpersonal hostility which in turn expose them to certain risks of psychoactive substance use. It is in this context that this chapter examines how family factors affect the use of psychoactive substances among adolescents in Nigeria. Empirical investigations were carried out through a review of literature search. The findings show family factors having a significant influence on the use of psychoactive substances among adolescents in Nigeria. In addition, proper parental relationship through training of moral values, teachings of the immense danger attributed to the use of psychoactive substances through counseling and communication skills could serve as a control measure that will discourage the future use and thus improve the health, safety and the general well-being of the adolescents.

The purpose of this paper is to assess and compare different private healthcare settings based on perceived service quality in Indian context using analytical hierarchy process (AHP). The Indian private healthcare sector has been controlled by three categories of healthcare settings, namely, nursing clinics (NCs), non-corporate hospitals (NCHs) and corporate hospitals (CHs).

AHP was used to rank order of healthcare setting regarding the service quality dimensions and relative standings of every service provider with respect to its competitors. The authors collected random data from nine private hospitals situated in eastern and southern India. The authors proposed a feasible appraising approach based on AHP to decide the sustainability priority of dimensions like reliability, physical environment, empathy, efficiency, timeliness, transparency, affordability, communication, appropriateness and consistency in the Indian private healthcare industry.

The result demonstrates that Indian NCHs are performing better on customers’ perceived service quality, followed by CHs and NCs. The comparative performance of healthcare settings is an attempt to establish a performance ranking.

This research assesses dimensions of the service quality that need urgent attention. The results may provide insight to healthcare managers as to how they can improve their service quality in order to match customer expectation and to improve business performance.