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Article
Publication date: 28 September 2012

Pavleen Soni and Raghbir Singh

Parents are seen to mediate media behavior of their children to protect them from negative and undesirable effects of advertising. In doing so, they either restrict TV viewing by…

1637

Abstract

Purpose

Parents are seen to mediate media behavior of their children to protect them from negative and undesirable effects of advertising. In doing so, they either restrict TV viewing by children or actively discuss ad content with children. The nature of mediation strategy to be used depends upon the age of their children. The purpose of this study is to uncover the nature of mediation strategies used by mothers of younger and older children in India. The findings and implications of the study are further discussed.

Design/methodology/approach

Data were collected from three cities of Punjab state of India – Amritsar, Jalandhar and Ludhiana and its capital city of Chandigarh during the period November 2010 to June 2011. The mothers were the basic sampling unit for the present study as they are seen to be the primary caregivers for children. Parents of children in eight schools (two from each city), were approached through the schools. The children were asked to take the questionnaire home and get it filled by their mother. Parental mediation of food advertising was measured through a parental advertising mediation scale developed by Valkenburg et al.

Findings

The results of the present study reveal that mothers of Indian children resort to mediation of ads in general and food ads in particular. The nature of mediation is also governed by age of children. Mothers of older children primarily use active advertising mediation and mothers of younger children use restrictive mediation strategies. It is also seen that mothers mediate the exposure of food ads more strongly in younger children as compared to older children.

Originality/value

Although vast literature exists about parental mediation of advertising to children, hardly any study has been conducted in India to investigate the nature of parental mediation of advertising to children. The present study adds to the existing literature by delving into this aspect in the Indian settings. More so, as age of children is witnessed to affect nature of parental mediation, this study also sheds light on the way parents in India mediate exposure of children to TV ads.

Details

Society and Business Review, vol. 7 no. 3
Type: Research Article
ISSN: 1746-5680

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Article
Publication date: 19 June 2007

Pavleen Kaur and Raghbir Singh

The retail boom in India brings tremendous opportunities for foreign as well as domestic players. The changing lifestyle of the Indian consumer makes it imperative for the…

4182

Abstract

Purpose

The retail boom in India brings tremendous opportunities for foreign as well as domestic players. The changing lifestyle of the Indian consumer makes it imperative for the retailers to understand the patterns of consumption. The changing consumption patterns trigger changes in shopping styles of consumers and also the factors that drive people into stores. Hence, the key objective of this paper is to uncover the motives that drive young people to shop in departmental stores or malls.

Design/methodology/approach

A sample of 115 students has been taken and their responses have been gauged through a personally administered, structured questionnaire.

Findings

The results reveal that the Indian youth primarily shop from a hedonic perspective. They importantly serve as new product information seekers, and the retailing firms can directly frame and communicate the requisite product information to them.

Originality/value

As not much work in India has been done in this context, the paper seeks to provide fruitful insights into the motives of Indian youth that can benefit academics as well as marketers.

Details

Young Consumers, vol. 8 no. 2
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 December 2004

Navdeep Aggarwal and Raghbir Singh

This article investigates the extent of market orientation in a country about which most readers of Marketing Intelligence & Planning will know little, at least in the marketing…

2141

Abstract

This article investigates the extent of market orientation in a country about which most readers of Marketing Intelligence & Planning will know little, at least in the marketing context. In India, the need to deliver superior value to consumers has assumed paramount importance, as globalization increases at a fast pace and local consumers become more demanding day by day. This empirical study of 22 Indian firms is based on the antecedents and determinants of market orientation, and hence of continuous superior performance, proposed by Narver and Slater. It finds that they exhibit some key features of market orientation, but fall short on others, notably internal communication and senior management's attitude to risk. The overall outcome is a commitment to intelligence gathering and dissemination, but a comparative lack of responsiveness to the market environment.

Details

Marketing Intelligence & Planning, vol. 22 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 19 July 2013

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

920

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

A persistent grumble of “baby boomers” is that younger generations, including those who are now students, are more materialistic they used to be. There us perhaps a grain of truth in this, although to be excessively censorious might be unfair; we now live in a more materialistic world and the “baby boomers”, as students, had better state support than today's undergraduates. It was perhaps easier to take a non‐materialist stance in those days.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Details

Strategic Direction, vol. 29 no. 8
Type: Research Article
ISSN: 0258-0543

Keywords

Available. Content available
Article
Publication date: 28 September 2012

Yvon Pesqueux

467

Abstract

Details

Society and Business Review, vol. 7 no. 3
Type: Research Article
ISSN: 1746-5680

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Article
Publication date: 1 June 2023

Imran Khan

The purpose of this paper is to empirically analyze the impact of remittance inflows on sustained economic growth in India.

362

Abstract

Purpose

The purpose of this paper is to empirically analyze the impact of remittance inflows on sustained economic growth in India.

Design/methodology/approach

This study has taken a time series dataset for the period of 1976–2021, and a nonlinear autoregressive distributed lag model technique (NARDL) has been applied to check the impact of remittance inflows along with other control variables, including broad money and service sector performance, on the sustained economic growth of India.

Findings

The results of the study indicated that in both the short and long runs, any positive shock in remittance inflows has a positive impact on the economic growth of India, while negative shocks do not affect economic growth.

Practical implications

The economic policymakers of India can use the findings of the study by implementing remittance-friendly policies. Moreover, NITI Aayog, the body working toward achieving sustainable development goals (SDGs) in India, can also use this study as a reference while making strategies to achieve SDG.

Originality/value

Economic growth has always been an area of interest among economists, researchers and policymakers. However, achieving sustained economic growth requires an analysis of those factors that themselves have sustained performance over a long period of time and have the potential to sustain it over the upcoming years. This study has taken remittance inflows as one such factor and investigated its impact on the sustained economic growth of India. At present, there is an evident gap in the literature that very little attention has been given to sustained Indian economic growth. Moreover, there is no study available in which the nonlinear impact of different variables has been tested on the economic growth of India.

Details

Journal of Economic Studies, vol. 51 no. 2
Type: Research Article
ISSN: 0144-3585

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Article
Publication date: 20 June 2023

Janhavi Abhang and V.V. Ravi Kumar

This study aims to develop a database of existing academic information in house purchase decision (HPD) using systematic literature review (SLR), to facilitate worldwide…

559

Abstract

Purpose

This study aims to develop a database of existing academic information in house purchase decision (HPD) using systematic literature review (SLR), to facilitate worldwide advancement of research under HPD domain.

Design/methodology/approach

This research examined papers from two reputable databases – Scopus and Google Scholar – from 1992 to 2022 using a scoping review technique (Arksey and O’Malley, 2005) and a theme analysis method. Out of 374, 181 articles fit the inclusion parameters and were evaluated using the theme analysis approach.

Findings

Data from 181 articles was evaluated thematically to create a thematic map of HPD research. Five main themes and their sub-themes were identified: consumer behaviour, housing attributes, factors influencing purchasing decisions, investment analysis and demographics, which proved essential in understanding HPD and customer preferences for house purchase.

Practical implications

Data from 181 articles were evaluated thematically to create a thematic map of HPD research. This SLR intends to provide useful new insights on consumer concerns about home purchases in the rapidly developing residential real estate market and the issues that marketers, housing sector stakeholders, real estate industry and existing and future researchers should prioritize.

Originality/value

This research is unique such that it is the only 30-year-long SLR on the subject matter of HPD. This paper makes a significant contribution to residential real estate domain signifying the present state of research in HPD.

Details

International Journal of Housing Markets and Analysis, vol. 17 no. 5
Type: Research Article
ISSN: 1753-8270

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