Does Promotional Mix Have a Long-Term Effect on Sales? A Case of the Pharmaceutical Industry in India
Somroop Siddhanta and Mithun Kumar Guha

The study explores the effect of promotional mix on net sales in the pharmaceutical industry in India over time. The data for promotional mix and sales revenue was sourced from the Capitaline database. Both the above time series variables were subjected to log transformation to start with. Thereafter, correlogram analysis and stationarity testing were conducted, which was followed by the Johansen cointegration test. Since no long-term association was found in the cointegration test, the Vector Autoregression was performed. Finally, tests for Impulse Response Function and Forecast Error Variance Decomposition were administered on both the variables. The results indicate a positive effect of promotion mix on net sales with a lag of one year. FullArticle...

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A Comparative Study of Perceived Service Quality of Cab Aggregators and Traditional Public Transport Services Using SERVPERF Model in National Capital Region
Garima Arora and Ashok Kumar

Tremendous development has been taking place across all the sectors in India and transportation industry has been no exception. The entry of radio cabs in the market in the early 2000s brought about a huge change in the largely unorganized taxi market of the country. Nevertheless, all categories of transport service providers need to examine the perceived service quality to better cater to passengers' needs. In this context, the current study aims to make a comparative analysis of perceived service quality of cab aggregators and traditional public transportation services in the National Capital Region (NCR) using SERVPERF (Service Performance) model. Primary data has been collected using well-structured standardized questionnaires. By using paired t-test, it has been concluded that there is a significant difference in perceived service quality of cab aggregators and traditional public transport services with respect to dimensions relating to tangibility, responsiveness, assurance and empathy. However, with regard to the reliability dimension, no significant differences have been observed in the service quality, pointing out an important takeaway for the cab aggregator industry. FullArticle...

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Factors Influencing the Promotion of Patented Ayurvedic Drugs by Ayurvedic Dealers in Kerala
Vipin Benny

In Ayurveda, Ayurvedic product dealers are promoting patented drugs along with traditional medicines. The manufacturers, along with respective sales force, are making valid attempts to inform doctors about their patented drugs. The dealers have maintained a direct relationship with the consumers in the market. They can easily identify the reactions of consumers in the usage of different products. The dealer's satisfaction has played a vital role in the marketing of patented drugs. This study investigates the factors that have influenced Ayurveda dealers to promote patented drugs in the market. It is based on 270 sample units of Ayurveda dealers in the state of Kerala. The results obtained indicate that competitive advantage, financial incentives and consumer satisfaction have greater influence on the promotion of patented drugs in Kerala. FullArticle...

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Development of Post-Purchase Consumer Regret Scale in Case of Online Purchase of White Goods, Brown Goods and Consumer Electronics in Assam, India
Anannya Boruah and Sinmoy Goswami

Post-purchase consumer regret is a negative emotion which can be detrimental and result in negative consequences for both consumers and marketers. The purpose of this paper is to propose and validate a Post-Purchase Consumer Regret (PPCR) scale in case of online purchase of white goods, brown goods and consumer electronics and to identify specific groups of consumers who require special attention for reduction of PPCR. The data has been collected from secondary sources as well as primary source, where a questionnaire has been administered amongst 200 respondents. Confirmatory Factor Analysis (CFA) was conducted for validation of the PPCR scale developed and one-way ANOVA and Independent Sample t-test were used to identify respondent groups who need special attention for reducing chances of PPCR. The study has helped in validating a revised scale for measuring PPCR in case of the aforementioned goods. It further shows that the marketers of aforementioned goods should focus on female and married consumers to reduce PPCR. The present study will help to identify the gap in our current knowledge to capture one's level of PPCR and thereby help in reducing it. FullArticle...

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