Feb'18

The IUP Journal of Marketing Management
Articles

Reducing Perceived Risk in Purchase of Uncertified Used Cars: Contributory Factors
Vivek Mishra and Biswajit Das

A growing middle class, an upsurge in disposable income levels and satisfactory availability of financing options have contributed to the enormous demand for used cars in India. However, the used car market in India is highly unorganized, operating with a large number of uncertified used car dealers, which leads to a high level of perceived risk among prospects. It is an arduous task for a prospect to transmute into a customer unless he/she feels that the risk perception is low. This study tries to ascertain the various factors that are instrumental in facilitating the reduction of perceived risk while purchasing uncertified used cars. Adopting convenience sampling, data was collected from a sample of 419 respondents, using a self-administered questionnaire. The responses were analyzed using SPSS package 20.0, by adopting Principal Component Analysis, followed by Regression Analysis. The results portrayed prominent factors impacting risk perception. A significant correlation between the same and predictor variables was also revealed. More...


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In-Store Shopping Environment and Impulsive Buying with Special Reference to Indore City
Nidhi Jhawar and Vivek S Kushwaha

The study is based on the objective to identify the influence of in-store shopping environment on the impulsive buying behavior of the customers. The two models of impulse buying—the impulsive decision-making theory and the consumer decision-making model—were studied to validate the study (Schiffman and Kanuk, 2007). Adopting the method of convenience sampling, 300 shoppers at D-Mart and Treasure Island of Indore city were considered for this study. The study revealed that factors that are economic in nature such as free gifts, coupons and price discounts are more likely influences on impulse buying than those with an atmospheric engagement effect like background music, in-store display and salesforce. More...


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A Study of Factors Affecting Customer Shopping Behavior
Rekha Attri and Vinay Jain

Marketers for long have been keen on understanding what drives the purchase behavior of the customers. The retail formats and the product assortments at these retail outlets are continuously changed and upgraded keeping in mind the changing customer tastes and the way they shop. Purchase decisions made by customers are influenced by multiple attributes. These attributes can range from store atmospherics, mood of the customer, product display, money available with the customers, brand name, etc. to name just a few. Fifteen statements related to the purchasing behavior of the customers were framed to study the demographic purchase behavior of the respondents. 113 respondents were reached out in Indore from January to March 2017. Store atmospherics, customer personality, marketing communications, service, retail outlet perceptions, availability of time and display at store are the seven factors which have been found to significantly affect the customer purchase behavior. More...


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The Impact of Website Designing Factors on Online Purchase Intention: Evidence from Fashion Brands
Nida Rubab, Shameem Shoukat, Muhammad Shaheen and Kamran Yousef Sandhu

This is the age of advertisement. Advertisement is considered a more effective tool for commercial success even in e-markets. The purpose of this study is to explain how website designing factors work and how they attract the customers. Website designing factors influence the online purchase intention in fashion brands, especially women-centric brands. To conduct this study on online shopping, advertisement convenience sampling method has been used and the total sample size was 384. The data has been analyzed using the research technique PLS-SEM. The results of the study show that some website designing factors like Interactivity, Security and Information Quality are valuable methods to attract the customers, generating awareness among the customers, besides providing information to the viewers. However, at times, website designing is unsuccessful in building the perception of the viewers for purchasing the product. The findings of the study are especially relevant to those situations where the marketers are planning to launch their products and also where it is expected that the commercials will be viewed only once. Further, the study is limited to fashion brands and can be expanded to other brands. More...


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