Search results

This study aims to identify the major factors influencing the consumers to prefer milk products and also to analyze the awareness level of the Indian consumers.

In this study, the data is obtained through a structured questionnaire from Indian consumers considering convenience sampling under the nonprobability sampling technique. The consumer preference is explained using a multiple-regression model followed by analysis of variance (ANOVA), which shed insight on the significant differences between the variables that influence consumer preference for dairy products.

Investigation is done to analyze the factors influencing the consumers' buying behavior toward milk and its products. The results showed that quality, health consciousness, price and availability are the most influencing factors to buy milk products. Quantity of milk showed a significant relationship between age, monthly income and family size.

This study helps marketing managers to frame the marketing strategies based on consumer preference, quality, health consciousness, price and availability. The research outcome will not only be advantageous for the entrepreneurial perspective but also takes care of consumer likeliness. Though the research reveals the opinion of Indian consumers, it limits the likeliness of the western world. Because of the scarcity of resources, several dairy products are unexplored, which could pave the future scope of research.

The novelty of this study is to identify the quality, health consciousness, price and availability are the most influencing factors to buy milk products considering ANOVA and the multiple regression model.

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, affective response and general attitude toward ad was examined. Furthermore, reliability as a moderator in the relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, and affective response and the general attitude toward ad were studied.

Data from women consumers who subscribe to fashion magazines in India were collected and analyzed using a structured survey instrument. Women were selected because the products were related to women, including facial and body-care products, women sportswear, shampoos, lipstick, handbags, etc. Unit of analysis in this research is “observations,” and in all, 400 data points were analyzed, and to test hypothesized relationships, hierarchical regression and logistic regression were employed.

A conceptual model is developed and tested where (1) cognitive attitude toward ad, intrusiveness, evaluative judgments and affective responses are related to general attitude toward ad, and (2) general attitude toward ad is related to purchase intention. The hierarchical regression results show that (1) reliability moderates the relationship between cognitive attitude, intrusiveness, affective responses and general attitude toward ad. The logistic regression results support the positive relationship between general attitude toward ad and purchase intention.

Since the present research is based on self-report measures, the limitations of social desirability bias and common method bias are inherent. Second, this research focuses only on women consumers and products purchased by women. The research has implications for literature on advertising, especially women-related products.

This study contributes to practicing managers who are interested in promoting the women-related products. This study highlights the importance of general attitude toward ad as a precursor for consumers purchase intention. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on consumer behavior.

This study provides new insights about the effects reliability on general attitude toward ad and consumers' purchase intention. The conceptual model developed in this study adds novelty by considering reliability as a moderator, in addition to the direct relationships which have been studied by earlier researchers.

The purpose of this paper is to understand the role of entrepreneurial intention in promoting women entrepreneurship in Indian micro, small and medium enterprises (MSMEs). This study seeks to clarify the construct of entrepreneurial intention and then reports the validation of the entrepreneurial intention instrument.

An instrument has been designed and administered on a sample of 103 respondents across India from women entrepreneurs to understand the entrepreneurial intention by using cluster and snowball sampling. The data has been streamlined and then analyzed using descriptive analysis for validity and reliability checks.

This research was aimed to determine the constructs of entrepreneurial intention. Through data analysis, it has been observed that the reliability coefficients reveal the adequacy of the sample. The Cronbach’s alpha values for all the items in the instrument were found to be greater than or equal to 0.6. Strong correlations were also found between direct and indirect measures of entrepreneurial intention and hence confirmed that all the measures in the instrument were well constructed. Analysis has also explained the relationship between various constructs of entrepreneurial intention by using Pearson’s correlation coefficients. Strong and positive values of correlation explain the existence of the convergent and discriminant validity of the instrument.

The research results obtained from the analysis of reliability and validity tests not only provides the establishment of the relationship among the various constructs but also suggests that the model provides a promising potential to measure entrepreneurial intention. This study will contribute to new knowledge of the conditions of women entrepreneurship from different perspectives by developing and validating an analytic model for promoting the women entrepreneurship in MSMEs of India.

From a government perspective, this model will help in designing training programmes for promoting women entrepreneurship in India. The obtained result also brings significant implications for practice as well as raises a broad future direction for other researchers

Extended SCCT model has recently suggested an inclusive framework of factors affecting the entrepreneurial intention, there is not much attempt made in research using this theory as background for predicting intention in the context of women entrepreneurship. This paper attempts to fill this gap by formulating a conceptual model for measuring entrepreneurial intention among women entrepreneurs by integrating and adapting the constructs of extended social cognitive career theory model and entrepreneurial potential model.