Feb'20


The IUP Journal of Marketing Management

ISSN: 0972-6845

A 'peer reviewed' journal indexed on Cabell's Directory,
and also distributed by EBSCO and Proquest Database

It is a quarterly journal focusing on Marketing strategy, Marketing research and techniques, Brand management, Advertising, Consumer behavior, E-commerce and marketing strategies, Retail marketing vs. E-commerce and other emerging and interdisciplinary issues.

Privileged access to Online edition for Subscribers.

Focus Areas
  • Marketing Strategy
  • Marketing Research and Techniques
  • Brand Management
  • Advertising
  • Consumer Behavior
  • Emerging and Interdisciplinary Issues
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Article   Price (₹) Buy
Demystifying the Key Antecedents of Consumer Trust in Online Shopping and Testing the Mediating Role of Consumer Trust: An Empirical Study
50
Factors Affecting Millennials' Preference for Online Video Streaming Apps in Ahmedabad
50
On Building a Profitable Maintenance Business in Heavy Medical Equipment Market in B2G Segment
50
       
Contents : (Feb' 2020)

Demystifying the Key Antecedents of Consumer Trust in Online Shopping and Testing the Mediating Role of Consumer Trust: An Empirical Study
Saubhagya Bhalla

According to a report by financial services firm Morgan Stanley, online retail in India is estimated to grow over 1,200% to $200 bn by 2026, up from $15 bn in 2016. Lack of trust in online companies is a primary reason why many web users do not shop online. The present study is focused on the relationship of trust antecedents with consumer trust and consumer trust with online shopping. The data has been collected from 75 respondents through face-to-face interaction and Google forms. Linear regression has been applied to analyze the data. The results revealed that security and privacy concerns and perceived benefits are the major predictors of trust. However, familiarity with the site or prior knowledge, website design, layout and quality of information also positively impact trust. Consequently, consumer trust was found to have a significant relationship with online shopping.


© 2020 IUP. All Rights Reserved.

Article Price : Rs.50

Factors Affecting Millennials' Preference for Online Video Streaming Apps in Ahmedabad
Amish Soni and Hammad Puthawala

The study was carried out to examine the millennials' preference towards online video streaming apps in Ahmedabad, Gujarat. Video streaming is becoming a part of our modern daily lives. Today, millennials want to be entertained with stories made for them and consumed on devices at a time and place of their choice. Millennials start their day with technology, live along with technology and end with technology, and nowadays viewers engage in binge watching. The purpose of this study is to know why which millennials shift from traditional media to streaming platforms and how much time and money millennials spend on streaming apps. The results show that convenience/flexibility, choice-related content, catalogue of video, advertisement and technical glitch in the television are the factors which move respondents towards online video streaming apps. Based on the factor analysis, two factors were summarized out of the total items. Most of the respondents spend two to three hours daily on online video streaming app and a majority of them prefer movies, web series, TV shows, comedy, action and live sports contents on streaming platforms.


© 2020 IUP. All Rights Reserved.

Article Price : Rs.50

On Building a Profitable Maintenance Business in Heavy Medical Equipment Market in B2G Segment
Kiselev Vladimir Dmitrievich and Zuenkova Julya Alexandrovna

The study attempts to identify the basic theoretical foundations at the emerging market of HME that have an impact on the development of this innovative sector of the economy. The research item is presented as a case study (Keykis) and defined as follows: "Is it possible to build a profitable maintenance business in the market of HME in the B2G segment and guarantee its high-quality in the circumstance of legislative loophole?" The answers could serve as a basis for the development of legislative provisions and maintenance guidelines, as well as for forming managerial and marketing strategies for the company. The research methods consist in examining this phenomenon in a particularly challenging situation in time, space and interrelation of key participants of the emerging industry market, including public and private stakeholders, domestic and foreign businesses, responsible and irresponsible characters. The case study is based on authoring tools of academic economy that are applied in practice: the product matrix, the market carotid (3D economy model), and the amplified marketing strategy matrix. The results show the mutual influence of stakeholders on the new market branch of medical technologies and business development opportunities at the HME maintenance market in the Russian Federation. The practical importance of the paper is to facilitate the definition of difficult economic situation, provide guidelines for strategic processing and apply these tools to practical management.


© 2020 IUP. All Rights Reserved.

Article Price : Rs.50

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