With more than six hundred thousand villages and nearly 70% of the population, rural India has be... more With more than six hundred thousand villages and nearly 70% of the population, rural India has become a mass market for FMCG consumption. It is known that rural consumers obtain low incomes, have low literacy levels, have low level of brand awareness, asymmetric information, inadequate communication and transportation facilities. This paper focuses on understanding of factors that affect the purchase decisions of FMCG in East India and the determinants of Brand Loyalty if any. KULTULI village in South Baruipur district of Kolkata city was taken to conduct our pilot study to identify key influencing variables. According to the study, rural consumers in Eastern India shows patronage towards the retailers from which they make routine low-involvement utilitarian purchases and were not specific to any brand.
Many past studies have reinforced the impact of web atmospherics on online consumer behavior. The... more Many past studies have reinforced the impact of web atmospherics on online consumer behavior. They have well captured the influence of task-relevant and mood relevant cues of the websites but there also exists another phenomenon of transportation into a narrative world using visual imagery cues. Today, Luxury brands are trying to outreach their consumers through an online website. With this objective, these brands are employing innovative solutions to improve the web atmospherics of their website. Our study tries to validate the psychological cues which create immersion into the narrative world and its impacts on online consumption behavior. This paper shows which are the website elements that the luxury brands are leveraging in order to enhance user engagement and make the user feel absorbed with the narrative conveyed by their websites.
With more than six hundred thousand villages and nearly 70% of the population, rural India has be... more With more than six hundred thousand villages and nearly 70% of the population, rural India has become a mass market for FMCG consumption. It is known that rural consumers obtain low incomes, have low literacy levels, have low level of brand awareness, asymmetric information, inadequate communication and transportation facilities. This paper focuses on understanding of factors that affect the purchase decisions of FMCG in East India and the determinants of Brand Loyalty if any. KULTULI village in South Baruipur district of Kolkata city was taken to conduct our pilot study to identify key influencing variables. According to the study, rural consumers in Eastern India shows patronage towards the retailers from which they make routine low-involvement utilitarian purchases and were not specific to any brand.
Many past studies have reinforced the impact of web atmospherics on online consumer behavior. The... more Many past studies have reinforced the impact of web atmospherics on online consumer behavior. They have well captured the influence of task-relevant and mood relevant cues of the websites but there also exists another phenomenon of transportation into a narrative world using visual imagery cues. Today, Luxury brands are trying to outreach their consumers through an online website. With this objective, these brands are employing innovative solutions to improve the web atmospherics of their website. Our study tries to validate the psychological cues which create immersion into the narrative world and its impacts on online consumption behavior. This paper shows which are the website elements that the luxury brands are leveraging in order to enhance user engagement and make the user feel absorbed with the narrative conveyed by their websites.
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Drafts by RAKESH ROUSHAN