Namrata Rani, Vandana Goyal and Deepak Gupta
The main motive behind framing this paper is to provide a compromised solution for trapezoidal fuzzy number–multi-objective fully quadratic fractional optimisation model…
Abstract
Purpose
The main motive behind framing this paper is to provide a compromised solution for trapezoidal fuzzy number–multi-objective fully quadratic fractional optimisation model (TrFN-MOFQFOM) by avoiding ambiguities and confusion of decision-makers (DMs). Many researchers have used Taylor's series and parametric approach to transform fractional objective function into non-fractional ones, but Taylor's series expansion is valid only up to a neighbourhood. To avoid these extra efforts, this article suggests a methodology in which numerator of objective function is optimised under the condition of optimising denominator.
Design/methodology/approach
This paper suggests an efficient procedure to search for compromised solution of MOFQFOM with fuzzy coefficients using α-level set and FGP approach. Incomplete data in model is dealt with α-level set. Then after defuzzification, non-fractional models are built from fractional model to get optimal solution of every objective. Finally, the linear weighted sum of negative deviational variables is minimised to satisfy all objective functions up to maximum possible extent.
Findings
On applying suggested approach to the example given in end, the authors arrived at compromised solution having
Originality/value
This work has not been done previously by anyone. The idea being developed here of constructing non-fractional model by dealing numerators and denominators separately is completely new. 10; In the end, an algorithm, flowchart and numerical are also given to clarify the applicability of the suggested approach.
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Sachin Kumar, Praveen Goyal, Vinod Kumar and Vandana
The aim of the present study is to perform bibliometric analysis on available literature on the subject of cultural diversity in the tourism sector. The Scopus database is used to…
Abstract
The aim of the present study is to perform bibliometric analysis on available literature on the subject of cultural diversity in the tourism sector. The Scopus database is used to retrieve the research article data and 133 articles were fetched over a period of 33 years (1988–2021). The further analysis is performed using and Biblioshiny tool package of R programming language and VOSviewer. The findings for study not only reveal the trends of publications but also produced the information on most influential authors, journals, and universities which are actively contributing to the subject of cultural diversity in tourism. Various network graphs are also generated using software to draw meaningful conclusions. The present study will not only aid future investigators in understanding the past developments on the subject of cultural diversity in tourism but also help industry professionals in formulating better strategies and tactics keeping in mind the cultural dimension of tourism. The present study is a maiden attempt to perform the bibliometric analysis on the subject of cultural diversity in tourism.
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Vandana Bhama, Pramod Kumar Jain and Surendra Singh Yadav
– The purpose of this paper is to test whether Indian firms follow the pecking order theory under situations of deficiency as well as surplus.
Abstract
Purpose
The purpose of this paper is to test whether Indian firms follow the pecking order theory under situations of deficiency as well as surplus.
Design/methodology/approach
The study examines Indian firms included in the Bombay Stock Exchange (BSE) 500 index, covering a time span of ten years (2003-2012). An extended model of pecking order theory is tested for deficit and surplus firms separately. The authors use ordinary least square regressions to test the results.
Findings
The findings indicate that the pecking order theory is an excellent descriptor for deficit firms, but a poor one for surplus firms. Deficit firms frequently issue debt to fill up deficiency requirements but keep their debt ratios in limit. In marked contrast, surplus firms have low debt to equity ratios and only occasionally redeem debt. They tend to retain funds for future expansion and other operational needs.
Research limitations/implications
The study is limited to firms included in the BSE 500 index, but could be extended to others. Future research work could also focus on debt sub-components.
Practical implications
The present study is useful for firms that are considering capital structure decisions and supports finding that deficit and surplus firms behave differently.
Originality/value
This is the first study separately testing the pecking order between deficit and surplus firms in an emerging market.
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Sachin Kumar, Vinod Kumar, Vandana, Eva Ivanová and Sheshadri Chatterjee
The purpose of this study is to assess the impact of consumption values on customer satisfaction and intention to consume millet-based foods. This study examines both tangible and…
Abstract
Purpose
The purpose of this study is to assess the impact of consumption values on customer satisfaction and intention to consume millet-based foods. This study examines both tangible and intangible values of the millet-based food to the customer.
Design/methodology/approach
Based on consumption value theory (CVT), the present study evaluates the impact of consumption value factors such as emotional, epistemic, health, price, prestige and taste/quality values on satisfaction and intention to use millet-based foods and develops a unique research model. Later, leveraging a dataset comprising more than 410 responses from Pune city in India, a rigorous empirical examination of the proposed model was conducted employing SmartPLS 4.0 software.
Findings
The study's finding unveils both the significant and insignificant impacts of various consumption values, both from the tangible and intangible consumption value perspectives on satisfaction and intention to consume millet-based foods. The study also provides a validated food consumption model which can be used for other similar food consumption behaviour of the customers.
Research limitations/implications
This study provides insights as to how different consumption values impact the satisfaction of the customers for the millet-based food. This study illuminates additional aspects of the tangible and intangible factors impacting the satisfaction level of customers to consume millet-based products. Also, this is a cross-sectional study, and the respondents are only based in Pune, India. Thus, the study results cannot be generalised.
Originality/value
This study employs CVT to explore the unexplored impact of consumption values on satisfaction and intention to use millet-based foods, which is unexplored in the past literature. Moreover, this study develops a theoretical model with high explanatory power, and the research model adds value to the existing body of literature from areas such as food preference, consumer behaviour and value consumption insights.
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Sonal Kureshi and Vandana Sood
The purpose of this paper is to understand the growing phenomenon of brand placements in the Indian movie industry. The study goes further to compare the incidence and the nature…
Abstract
Purpose
The purpose of this paper is to understand the growing phenomenon of brand placements in the Indian movie industry. The study goes further to compare the incidence and the nature of brands placed within movies for the same time period.
Design/methodology/approach
A content analysis of 106 successful Bollywood movies between 1997 and 1999 was conducted and the incidence of brand placements within them and the execution style adopted were documented. Analysis of the brand appearances in 110 Hollywood movies was carried out and the volume of placements, kind of brands placed and the movie genre in which they were found was noted.
Findings
In‐film placements of entertainment and automobile brands were found to be highly prevalent in Indian movies. Showing the usage of the brand was the most common style of execution. The volume of in‐film placements in Hollywood movies was found to be far higher than that in Indian movies.
Research limitations/implications
This study being exploratory in nature has the inherent limitation of generalizability of the results.
Practical implications
This paper provides implications for marketing managers and movie producers employing this form of communication.
Originality/value
This study is one of the first to systematically record, analyse and compare the occurrence and the execution of brand placements in Indian movies in a non‐US context and compare and contrast the placement practices of these two movie industries.
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Marco Savastano, Sorin Anagnoste, Isabelle Biclesanu and Carlo Amendola
E-commerce expands product and service reach, emphasizing the need for strategic market approaches to enhance e-service quality and drive sales growth. This paper aims to assess…
Abstract
Purpose
E-commerce expands product and service reach, emphasizing the need for strategic market approaches to enhance e-service quality and drive sales growth. This paper aims to assess the relationship between the perceived quality of e-commerce platforms (characterized by measures of order and return convenience), customer satisfaction with online shopping and repurchase intention from online stores as well as examine whether demographic variables such as age, gender and area of residency (urban/rural) influence the ratings of each of these variables.
Design/methodology/approach
An online, self-administered survey gathered 108 valid responses from e-commerce customers. Data were analyzed in Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) through principal component analysis, confirmatory factor analysis and structural equation modeling (SEM) as well as correlation, descriptive statistics, difference of means tests and nonlinear regression.
Findings
Online shopping on e-commerce platforms is seen as convenient for both placing orders and managing returns. Additionally, consumers express satisfaction with their online shopping experiences and exhibit a strong intention to repurchase. The analysis revealed linear relationships between order convenience and customer satisfaction, between order convenience and repurchase intention and nonlinear relationships between return convenience, customer satisfaction and repurchase intention. No significant difference was found between the way the demographic variables rated the convenience, satisfaction and repurchase intention constructs.
Originality/value
This study contributes to the empirical literature on service quality in e-commerce by providing a streamlined model of the interactions among the factors as well as by isolating the nonlinear relationships and comparing results across three demographic variables. From a managerial standpoint, the findings suggest that strategies aimed at providing complete qualitative information and enhancing order and return convenience improve customer satisfaction and foster repurchase intention.
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Mudit Gera, Dharminder Kumar Batra and Vinod Kumar
This paper aims to understand the scholarly contributions to mobile advertising by analyzing the publishing trend from 2001 to 2022 from the documents indexed in the Scopus…
Abstract
Purpose
This paper aims to understand the scholarly contributions to mobile advertising by analyzing the publishing trend from 2001 to 2022 from the documents indexed in the Scopus database.
Design/methodology/approach
A total of 348 documents were selected for analysis published between 2001 and 2022. The garnered data was examined using a bibliometric domain mapping analysis technique using computer-aided software R and VOSviewer and manually exploring the articles.
Findings
The results of this study discover the most prolific authors in the mobile advertising domain and other seminal works carried out by productive researchers in the field of mobile advertising. The journals in which most instrumental research studies have been published are also identified. Moreover, the co-citation, bibliometric coupling and co-occurrence analysis of literature are also carried out to draw themes concerning mobile advertising research that have been identified and categorized.
Research limitations/implications
This research analyzed a singular, exclusive database, “Scopus,” which limited the sectoral scope of publications. Since the present research uses bibliometric analysis, these studies cannot conduct sentiment analysis of the chosen studies.
Practical implications
Marketing professionals looking after technological advancements may use this study to understand the broad scope of mobile advertising applicability across diverse domains and discuss the trade-offs that may address significant bottlenecks in mobile advertising applications.
Originality/value
To the best of the authors’ knowledge, this paper is one of the latest attempts in recent times to understand the research work in mobile advertising using a bibliometric domain analysis approach.
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Cemalettin Akdoğan, Tolga Özer and Yüksel Oğuz
Nowadays, food problems are likely to arise because of the increasing global population and decreasing arable land. Therefore, it is necessary to increase the yield of…
Abstract
Purpose
Nowadays, food problems are likely to arise because of the increasing global population and decreasing arable land. Therefore, it is necessary to increase the yield of agricultural products. Pesticides can be used to improve agricultural land products. This study aims to make the spraying of cherry trees more effective and efficient with the designed artificial intelligence (AI)-based agricultural unmanned aerial vehicle (UAV).
Design/methodology/approach
Two approaches have been adopted for the AI-based detection of cherry trees: In approach 1, YOLOv5, YOLOv7 and YOLOv8 models are trained with 70, 100 and 150 epochs. In Approach 2, a new method is proposed to improve the performance metrics obtained in Approach 1. Gaussian, wavelet transform (WT) and Histogram Equalization (HE) preprocessing techniques were applied to the generated data set in Approach 2. The best-performing models in Approach 1 and Approach 2 were used in the real-time test application with the developed agricultural UAV.
Findings
In Approach 1, the best F1 score was 98% in 100 epochs with the YOLOv5s model. In Approach 2, the best F1 score and mAP values were obtained as 98.6% and 98.9% in 150 epochs, with the YOLOv5m model with an improvement of 0.6% in the F1 score. In real-time tests, the AI-based spraying drone system detected and sprayed cherry trees with an accuracy of 66% in Approach 1 and 77% in Approach 2. It was revealed that the use of pesticides could be reduced by 53% and the energy consumption of the spraying system by 47%.
Originality/value
An original data set was created by designing an agricultural drone to detect and spray cherry trees using AI. YOLOv5, YOLOv7 and YOLOv8 models were used to detect and classify cherry trees. The results of the performance metrics of the models are compared. In Approach 2, a method including HE, Gaussian and WT is proposed, and the performance metrics are improved. The effect of the proposed method in a real-time experimental application is thoroughly analyzed.
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The learning outcomes of this study are as follows:Teaching Objective 1: Students will describe specific characteristics of the rural market in India and will draw out the…
Abstract
Learning outcomes
The learning outcomes of this study are as follows:
Teaching Objective 1: Students will describe specific characteristics of the rural market in India and will draw out the differences vis-a-vis the urban markets.
Teaching Objective 2: Students will describe about the push versus pull strategy and various channels of distribution in rural areas.
Teaching Objective 3: The students will explain the 4As of the rural marketing mix and apply the same in the context of the case.
Teaching Objective 4: The case can be applied with respect to the health-belief model to help students analyse the behaviour change model.
Teaching Objective 5: Students will analyse the challenges associated with supply chain and logistics in rural areas.
Case overview/synopsis
This case study looked at a start-up company Rugved Hygienecare Industries Private Limited and their sanitary napkin brand “Abolee” designed and targeted for rural women in India. Onkar Charegaonkar and Mithila Charegaonkar started this venture in December 2017, realizing that sanitary napkins solved a greater purpose of helping women hygienically manage menstruation, and at the same time, there was no threat to this product because over a period of time, it became a necessity of life. Onkar and Mithila believed in giving back to the society and at the same time generate revenue for their company. Onkar and Mithila needed to make a decision with respect to the distribution structure for Abolee to improve penetration in different rural areas of Maharashtra. Onkar and Mithila needed to strategize to create a remarkable impact in the rural areas. There were multiple challenges that were faced by Abolee, such as: creating awareness about hygienically managing menstruation options among women, ensuring that women consumers continue to use hygienic menstruation management material, creating a preference for Abolee among women consumers and deciding on whether to focus on driving sales through existing channel partners or to invest in finding out alternative avenues for selling “Abolee” in rural areas.
Complexity academic level
This case study was primarily written for understanding rural marketing aspects of marketing management courses at both the undergraduate level and the postgraduate level. This case study also indicated about the role of gender and its impact on consumer behaviour in rural areas. Although this case study was related to the rural Indian market, it can also be related to other emerging economies.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS8: Marketing.