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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 key learning objectives are mentioned as follows:▪ analyse the attractiveness of the bike rental market using Michael Porter’s five forces model;▪ apply the TWOS framework to analyse the strengths and weaknesses of Tazzo;▪ evaluate various competitive strategies of Tazzo; and▪ identify the unique value proposition for such a service in an emerging market such as India.

Tazzo was an Indian technology bike rental start-up based in Hyderabad. It was a pioneer in providing on-demand bike rental services. Tazzo was founded in 2016 by Priyam Saraswat and Shivangi Srivastava, both from IIT Guwahati, Priyank Suthar from IIT Roorkee and Vikrant Gosain from IMT Hyderabad. Within two years since its inception, Tazzo had scaled up from 5 bikes to a fleet size of 600 bikes with more than 1,000 daily rides. They were making around 24,000 rides monthly with an average ticket size of INR 250. The revenues crossed INR 10 crores with more than 20,000 active users. In 2016, the market was nascent and the concept was new. There was huge demand for such an on-demand bike rental services for self-commute in the metros. However, increasing awareness of a huge untapped market in the bike rental market had led to entry of a flurry of competitors. Notable among them were Vogo, Bounce and ONN Bikes. Facing such intense competition Priyam, co-founder and CEO of Tazzo, had the challenge to be able to sustain his company’s early momentum. How would he be able to retain Tazzo’s market leadership position? Would it be possible for Tazzo to keep up the pace of growth amid increased competition? Would the company be able to ward off the challenges from its competitors? Priyam was facing all these challenging questions and had to quickly address them to continue to lead in this competitive race.

This case can be used in Marketing Management course’s “Competition Analysis” module for both MBA and executive-level programs dealing with marketing. This case study helps students in dealing with issues pertaining to a given market sector where a firm is operating, the strategies that could be used by the competitors and application of competitive strategies which the firm can apply.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to investigate computationally the hydrothermal characteristics for forced convective laminar flow of water through a channel with a top wavy wall and a flat bottom wall having metallic porous blocks.

The governing equations are solved computationally using a finite element method–based numerical solver COMSOL Multiphysics® for the following range of parameters: 10 ≤ Reynolds number (Re) ≤ 500 and 10^–4 ≤ Darcy number (Da) ≤ 10^–1.

The presence of porous blocks significantly influences the heat transfer rate, and the value of local Nusselt number increases with the increase in Da. The value of the average Nusselt number decreases with Da for the top wall and the same is enhanced for the bottom wall of the wavy channel with porous blocks (WCPB). The value of the average Nusselt number for WCPB is significantly higher than that of the wavy channel without porous block (WCWPB), plane channel without porous block (PCWPB) and plane channel with the porous block (PCPB) at higher Re. For PCPB, the performance factor (PF) is always higher than that of WCWPB and WCPB for Da = 10^–4 and Da = 10^–3. Also, PF for WCPB is higher than that of WCWPB for higher Re except for Da = 10^–4. Further, the value of for WCPB is higher than that of PCPB at Da = 10^–2 and 10^–1 at Re = 500.

The current study is useful in designing efficient heat exchangers for process plants, solar collectors and aerospace applications.

The analysis of thermo-hydraulic characteristics for laminar flow through a channel with a top wavy wall and a flat bottom wall having metallic porous blocks have been analyzed for the first time. Further, a comparative assessment of the performance has been performed with a wavy channel without a porous block, a plane channel without a porous block and a plane channel with porous blocks.

There exists insufficient literature on classification and taxonomy of tea leaves supply chain (TLSC), so the purpose of this paper is to study the existing TLSCs and classify them accordingly. Apart from this, the paper also focuses on identification of key decisions issues in the supply chains (SC) and developing a TLSC decision framework for the state of Assam in India.

The paper is based on a two-year detailed study on TLSC in Assam which encompasses 22 Tea Estates, 41 Small Tea Gardens (STGs) and a Research Institute (Tocklai Tea Research Institute). Secondary data were collected from relevant websites of various government organizations of India, company’s websites, annual reports, official statements from the companies, tea market reports, annual reports of the Indian Tea Association, the Tea Board of India, Tea Research Institute and published reports, etc.

The “point of origin” of TLSC is a tea garden, “point of consumption” is considered as a tea factory and green tea leaves (GTLs) forms the basic raw material. This SC includes mainly three players: Tea leaves growers, manufacturers of made tea and tea leaves agents. This study identifies the three types of TLSCs existing in Assam: TLSC1, TLSC2 and TLSC3. Among them, only TLSC1 is both responsive as well as an efficient chain, while the rest are only responsive chains. Later two SCs can be made efficient with the proposed TLSC4.

There is an insufficient literature on classification and taxonomy of TLSC, therefore the study (considerably the classification and taxonomy of TLSC) was developed from the primary data which were collected from the 22 Tea Estates and 41 STGs of four districts of Assam, because of limited time (two years). The study should have involved more tea estates and small tea gardens for better classification and taxonomy.

The proposed model suggests that small tea growers may create a co-operative whereby smaller tea gardens (STGs) (members of the co-operative) unite to act as a single large garden, set up their own co-operative factory and recruit permanent tea plucking laborers. This up-gradation of TLSC2 and TLSC3 to TLSC4 may enable a group of STGs to work in a manner similar to a Tea Estate.

To the best of authors’ knowledge this is one of the first studies to classify the TLSC in Assam.