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Compensatory
Consumption: Why Women Go Shopping When They're Fed Up
- -J
Mahesh Kumar
This
article explores the role and experience of compensatory consumption
in women's lives and conducts the research from a feminist
perspective and asks, "What are women's lived experiences
of compensatory consumption?" This is an under-researched
area and yet there are numerous links with other more widely
researched areas of consumer research, such as addictive consumption,
self-gift and compensatory eating behavior. Compensatory behavior
and consumption is a difficult area to research, however,
and therefore reviews the subject in the light of existing
literature, so that a research framework may be advanced to
enable a greater understanding of the concept. It presents
an overview of this research, together with preliminary findings
based on phenomenological interviews. The article clearly
demonstrates the significance of this area of study within
consumer research and proposes an agenda for further research.
© IUP. All Rights Reserved.
The
Influence of Celebrity Endorsement on Indian Youth: An Empirical
Study
--Devashish
Das Gupta
Celebrity
endorsement has been perceived by advertisers as an effective
method of promotion for a long time. Several studies show
that advertisements showing celebrities endorsing a specific
brand get more attention and recall than non-celebrity ads.
The choice of a particular celebrity for a brand is one aspect
that is critical to the success of any campaign. Several models
have been put forward examining the various criteria involved.
The present study is an attempt to evaluate five Indian celebrities
on five dimensions of trustworthiness, career performance,
role model status, compelling power and attractiveness and
to use the findings to analyze the effectiveness of the ads
they feature in (selected on the basis of respondent ad recall).
© IUP. All Rights Reserved.
Customer
Ownership Not Just Customer
Relationship - -Manjeesh Kumar Singh, Jagrook
Dawra, Sanjay Fuloria
"Success
is not an end in itself, but means to aim higher." The
last decade of the last century changed the way business operated
in India. Globalization and liberalization brought in the
much-dreaded competition from all quarters. The Indian companies
began to realize the importance of seamless flow of information
in fast changing market conditions. No longer do they have
the luxury of protectionism. As they become a part of the
increasingly global economy, information/knowledge of their
businesses becomes a key to survival. In this scenario of
chaos, technological advances come to the aid of entrepreneurs.
CRM is one such innovation that found many takers, and became
the talk of the town though it was present in the business
in one form or the other. But it is much broader than the
age-old principle that the customer is right. Instead, CRM
identifies how to profitably act on that premise, at all times,
across all channels and functions. This paper attempts to
redefine CRM. The authors feel that the present system of
outsourcing CRM to specialist ITES companies like the call
center is not always the right thing to do. While it does
lead to better customer handling and customer management,
it actually does not build up relationships strong enough
to retain the customer. Call-center method of CRM is too mechanistic,
and lacks a personal touch. It is reactive and not proactive
in its approach.
© IUP. All Rights Reserved.
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