Books and journals Case studies Expert Briefings Open Access
Advanced search

Search results

1 – 8 of 8
To view the access options for this content please click here
Book part
Publication date: 20 January 2011

Fuelling India's Retail Boom – What Should Be the Right Policy?

Arpita Mukherjee

The retail sector is one of the fastest growing sectors in India. Increase in per capita income, growing urbanization, and economic reforms are some key factors that have…

HTML
PDF (139 KB)
EPUB (277 KB)

Abstract

The retail sector is one of the fastest growing sectors in India. Increase in per capita income, growing urbanization, and economic reforms are some key factors that have propelled its growth. The growing Indian market has attracted many foreign retailers and Indian corporates to invest in this sector. However, this is one of the few sectors in which there is a restriction on foreign direct investment. The sector is politically sensitive, and the Indian government is trying to formulate an appropriate policy regime.

In this context, based on a primary survey, this chapter tries to analyze what should be the right policy regime that will help to sustain the growth of retail in India. The chapter shows that due to the quasi-federal nature of governance, the retail sector is regulated by a large number of ministries/departments at the centre state and local level, which leads to multiple regulations and the requirement of multiple clearances. The laws relating to this sector are outdated and their definitions and enforcement varies across different states of India. Lack of supporting infrastructure, high real estate costs and low purchasing power of consumers are some other barriers. To sustain the growth of this sector, there is an urgent need for regulatory, fiscal, and other reforms. Precisely, the clearances process needs to be streamlined and outdated regulations should be amended. To encourage investment in the supply chain and inflow of technical know-how and skills the government should allow FDI in multibrand retail. However, since retail is a sensitive sector, India cannot take an international commitment on liberalization of retail before streamlining the domestic policy regime.

Details

International Marketing
Type: Book
DOI: https://doi.org/10.1108/S1474-7979(2011)0000021006
ISBN: 978-0-85724-448-2

Keywords

  • Retail
  • India
  • government policy
  • foreign direct investment (FDI)

To view the access options for this content please click here
Article
Publication date: 15 June 2012

Are Indian consumers brand conscious? Insights for global retailers

Arpita Mukherjee, Divya Satija, Tanu M. Goyal, Murali K. Mantrala and Shaoming Zou

The purpose of this paper is to assess Indian consumers' brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of foreign brands. It…

HTML
PDF (447 KB)

Abstract

Purpose

The purpose of this paper is to assess Indian consumers' brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of foreign brands. It provides key inputs for global retailers to harness the potential in growing consumerism in India.

Design/methodology/approach

A survey of 300 Indian consumers was conducted and the data were analysed using descriptive and simple regression techniques.

Findings

The study found that brand purchase in India varies across product categories. At present, consumer knowledge and use of foreign brands is low, and Indian consumers are price‐sensitive. Indian consumers are experimenting with brands and would like more foreign brands to enter the Indian market.

Research limitations/implications

Due to the small sample size, advanced econometrics techniques could not be used to analyse the dataset.

Originality/value

The paper is the first to assess the impact of retail liberalisation on Indian consumers' shopping behaviour, particularly their brand consciousness.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/13555851211237920
ISSN: 1355-5855

Keywords

  • Retail
  • Consumer behaviour
  • Global retailers
  • Brand consciousness
  • FDI
  • India
  • Retailing

To view the access options for this content please click here
Book part
Publication date: 20 January 2011

List of Contributors

HTML
PDF (51 KB)

Abstract

Details

International Marketing
Type: Book
DOI: https://doi.org/10.1108/S1474-7979(2011)0000021002
ISBN: 978-0-85724-448-2

To view the access options for this content please click here
Article
Publication date: 29 May 2020

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Pradeep Kautish, Arpita Khare and Rajesh Sharma

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand…

HTML
PDF (453 KB)

Abstract

Purpose

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India.

Design/methodology/approach

The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988).

Findings

The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions.

Research limitations/implications

This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption.

Practical implications

This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India.

Social implications

With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior.

Originality/value

This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-08-2019-2535
ISSN: 1061-0421

Keywords

  • Values
  • Brand consciousness
  • Behavioral intentions
  • Instrumental
  • Terminal
  • Fashion apparels

To view the access options for this content please click here
Article
Publication date: 26 September 2019

Do mall events affect mall traffic and image? A qualitative study of Indian mall retailers

Arpita Khare, Gaurav Awasthi and Rishi P. Shukla

Increased competition among different retail formats has led mall managers to focus on mall promotional activities to attract shoppers to malls. The purpose of this paper…

HTML
PDF (217 KB)

Abstract

Purpose

Increased competition among different retail formats has led mall managers to focus on mall promotional activities to attract shoppers to malls. The purpose of this paper is to understand Indian mall retailers views on mall events and its role in improving traffic, sales and mall image.

Design/methodology/approach

The current study used a qualitative to decipher mall retailers’ views regarding mall events. In total, 36 in-depth interviews of mall retailers across 13 metropolitan and non-metropolitan cities (Tier-I and Tier-II) were conducted to develop a comprehensive understanding of mall events organized by Indian mall managers.

Findings

The findings revealed that mall events were categorized under six different types: product launch events, events organized to promote the social cause, commemorate festivals, celebrity nights, events organized by retailers in malls and theme events. There were differences in the nature of events used by malls in bigger and smaller cities across India. The nature of mall events varied according to regional, cultural and lifestyle factors across the country.

Research limitations/implications

Mall managers can use the insights from the study on mall events for segmenting and targeting strategies. The different types of mall events can be used for improving footfall, sales and mall image. The study findings employ a grounded theory approach to understand mall retailers’ views on mall events. Future research can be directed toward understanding mall managers’ and consumers’ opinions about the relevance of mall events in improving footfall and profitability of malls.

Originality/value

Extant research has looked at mall events, their role and efficacy in a consolidated manner. The current study attempts to segregate the events organized by mall management into distinct categories and provide linkages of these categories concerning mall image and traffic.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/APJML-01-2019-0021
ISSN: 1355-5855

Keywords

  • India
  • Retailing
  • Emerging markets
  • Mall events
  • Mall retailers

To view the access options for this content please click here
Article
Publication date: 1 July 2019

Influence of consumer decision-making styles on use of mobile shopping applications

Subhro Sarkar, Arpita Khare and Amrut Sadachar

The purpose of this paper is to validate the consumer styles inventory (CSI) scale for understanding the decision-making styles of shopping app users. The validated scales…

HTML
PDF (287 KB)

Abstract

Purpose

The purpose of this paper is to validate the consumer styles inventory (CSI) scale for understanding the decision-making styles of shopping app users. The validated scales are used to examine the relationship between consumers’ decision-making styles and factors affecting the use of mobile shopping apps.

Design/methodology/approach

A total of 428 valid responses are collected from the users of the five most popular shopping apps. The mobile shopping apps are selected based on a popularity study. Data are collected from mobile app shoppers through an online survey.

Findings

Findings reveal a new set of factors that can be used for understanding use of mobile shopping apps. Decision-making styles influence the adoption of mobile apps for shopping. Factors responsible for the adoption of mobile shopping apps such as usefulness and risk perceptions differ across consumers with different decision-making styles.

Practical implications

The findings would facilitate online retailers in building focused marketing strategies for segmenting and targeting the consumers having different decision-making styles.

Originality/value

The current research is the first of its kind to examine the applicability of the CSI scale in the context of mobile app shoppers in an emerging economy. The findings enrich the existing literature by providing empirical support to the relationship between decision-making styles and factors affecting adoption of shopping using mobile apps.

Details

Benchmarking: An International Journal, vol. 27 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/BIJ-07-2018-0208
ISSN: 1463-5771

Keywords

  • Consumer styles inventory
  • Decision-making styles
  • Mobile shopping adoption
  • Mobile shopping app

Content available
Book part
Publication date: 26 November 2019

Prelims

Free Access
HTML
PDF (347 KB)
EPUB (1.7 MB)

Abstract

Details

The Gains and Pains of Financial Integration and Trade Liberalization
Type: Book
DOI: https://doi.org/10.1108/978-1-78973-999-220191001
ISBN: 978-1-83867-004-7

To view the access options for this content please click here
Article
Publication date: 24 February 2012

Influence of collective self esteem on fashion clothing involvement among Indian women

Arpita Khare, Ankita Mishra and Ceeba Parveen

The purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion…

HTML
PDF (146 KB)

Abstract

Purpose

The purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.

Design/methodology/approach

Data were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.

Findings

Fashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.

Research limitations/implications

There is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if women's fashion clothing involvement varies according to their working and non‐working status.

Practical implications

The findings can prove helpful to international and national apparel manufacturers and brands in planning branding and marketing strategies to promote fashion clothing among Indian women.

Originality/value

This is the first study to understand the fashion clothing involvement of Indian women with respect to collective self esteem.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/13612021211203023
ISSN: 1361-2026

Keywords

  • India
  • Women
  • Consumer behaviour
  • Fashion
  • Clothing
  • Collective self esteem
  • Identity
  • Age
  • Fashion clothing involvement

Access
Only content I have access to
Only Open Access
Year
  • Last 12 months (1)
  • All dates (8)
Content type
  • Article (4)
  • Book part (3)
  • Earlycite article (1)
1 – 8 of 8
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here