Papers by Vibhuti Tripathi
Determinants of Work-Life Balance for Working Mothers
Management Insight, Dec 17, 2016
Despite the growing prominence in the work force, working mothers are still found to be juggling ... more Despite the growing prominence in the work force, working mothers are still found to be juggling hard between work and family responsibilities with their increasing share of dilemmas and disparities. The paper studies the determinants of work life balance of working mothers and the potential sources of stress specific to working mothers and their consequences. The study addresses the main research objective which was to find out solutions to ease the dilemma that a working mother encounters while dividing her energy and capabilities between parenting, work, relationships and self. The survey was conducted in the city of Allahabad and 100 working mothers were surveyed on a structured questionnaire. SPSS software was used to analyze the data with the help of statistical tools like frequency, cross tabulation, chi square and Z test. The major findings of the survey highlighted that working mothers are mostly stressed with their primary responsibility of motherhood to the extent of forgetting one’s own well-being and physical health. The study recommends significant ways to balance work and family and achieve the most desired contentment of a working mother. The study reassures working mothers by reinventing, evolving and transitioning positively through the trials of working motherhood with knowledge, practice, strength and fulfillment. The modern work environment needs to reconsider the special needs of this working population, changing its orientation from male dominance to gender neutrality and parenting friendly behavior. Last but not the least, the family as a whole, needs to adjust accordingly, to the needs of the working mother so as to allow a healthier family to develop and grow consistently.
Bonfring International Journal of Industrial Engineering and Management Science, Apr 30, 2016
Global retailing is evolving into hi-tech business Indian retail market is poised to follow the p... more Global retailing is evolving into hi-tech business Indian retail market is poised to follow the path with large number of global players eyeing the market. 10.6% of growth Indian Retail market has experienced between the year 2010 and 2012. Revolution in Indian Retail has been brought about with the change in demographic profile, increase in income levels, urbanization, technology and globalization. Growth comes along with challenges, which retailers have to manage in order to sustain in the competitive environment. It is imperative for the retailers to offer adequate service levels to sustain. The determinants of service levels for a retailer can be linked to availability and variety which aspects can be maintained through a healthy inventory. The paper attempts to address the objective of identifying determinants of effective inventory management. An exploratory survey was conducted among 60 retailers from Allahabad, Lucknow, and New Delhi dealing with consumer durables. Data was treated with factor analysis and Regression analysis. Four Factors of Retailer Size, Supplier Relationship, Service Level and Demand Uncertainty emerged as the determinants of effective inventory management. Positive relationship emerged between Retailer Size, Supplier Relationship, Demand Uncertainty and Effective Inventory Management through regression analysis.
Global Business Review, Oct 15, 2019
Amid rising concern about protecting environment and reducing carbon emission, marketers do not j... more Amid rising concern about protecting environment and reducing carbon emission, marketers do not just need to advertise their product to inform and persuade the consumers, rather they are required to convince the consumers that their product is environment friendly and do not cause any harm to the environment. Celebrity Advertising has been very popular among the marketers, as these celebrities help to generate favourable attention towards the product. While choosing an endorser/celebrity, his/ her credibility plays a crucial role in persuading and convincing consumers. The present paper attempts to assess the effect of celebrity's credibility on consumer's attitude towards advertisement, brand and purchase intention in the context of green advertising. The study was conducted with a 2x2 factorial design (high v/s low) (celebrity's credibility v/s corporation's credibility) with an advertisement of a hypothetical company producing environment friendly ACs called, Sora. Data were collected from 252 college students by randomly exposing them in small group, to four different advertisements. The results confirmed a significant impact of celebrity credibility on attitude towards green advertisement. However, it had no direct impact on attitude towards brand or intention to purchase green products. Moreover, the effect of celebrity credibility on purchase intention was reported to be mediated through attitude towards advertisement and attitude towards brand.
The viability of benefit segmentation in Tier-II cities of India - identifying benefits sought by Indian customers
ABSTRACT
Experiencing Flavourful Fun: Delighting Customers the RB Way
Global Business Review, Apr 1, 2015
RB is a premium ice cream retailer which has become one of the world’s largest chains of ice crea... more RB is a premium ice cream retailer which has become one of the world’s largest chains of ice cream specialty stores with more than 5,800 stores throughout the globe. The company set up its operations in India in 1993 with its own manufacturing plant near Pune; it operates through 100 per cent franchisee parlours and modern food retail channels such as hotels, malls and restaurants. However, despite a huge potential, the sector is fairly competitive and tough to crack, for majority of consumers are still unfamiliar with the concept of premium ice creams and purchase local brands from unorganized players. Even with the growth of parlours, majority of volume sales happen via impulse purchase and take-home products. Given the presence of a multitude of players in the Indian ice cream market, most of them through multi-brand outlets and vending carts, RB faces a tough situation due to its business model and franchisee operations. Also, RB needs a further boost to develop the brand to ensure strong association to an innovative ice cream store that would cater to the neighbourhood families in an environment of fun, personalization and frolic. Thus, there is a need for RB to strategize in order to engage consumers and maintain profitable operations in India.
Managing shopping experience through mall attractiveness dimensions
Asia Pacific Journal of Marketing and Logistics, Sep 12, 2016
PurposeThe purpose of this paper is to understand the dimensions of mall attractiveness for India... more PurposeThe purpose of this paper is to understand the dimensions of mall attractiveness for Indian shoppers from the metro cities of New Delhi, Kolkata, Chennai and Mumbai; and subsequently investigate the effect of these dimensions on shoppers’ mall experience.Design/methodology/approachA shopper intercept survey was conducted in the aforementioned cities and 400 responses were obtained which were analysed with exploratory factor analysis and stepwise regression.FindingsThe results indicate that tenant management, facilities management, atmospherics and entertainment potential are the factors which attract shoppers to malls. Tenant management, facilities management and atmospherics also emerge as significant predictors of mall shopping experience.Research limitations/implicationsDue to limited resources, the research results may lack generalizability. Therefore, researchers are encouraged to test the derived factors and hypothesized relationships further.Practical implicationsContemporary retail settings have transited to offer holistic experiences, generated out of tenant mix, facilities and atmospherics. Managers of shopping malls can enhance their mall attractiveness by identifying an optimal mix of factors such as crowd management, tenant variety, parking, etc. as seen in the results of this study. Entertainment emerges as a mall attractiveness dimension but not as a significant predictor of shopping experience which shows that Indian shoppers’ inclination towards hedonism is still in elementary stages and economic pursuit continues to be a dominant motivator for visiting a mall.Originality/valueThis paper attempts to provide a holistic overview of mall attractiveness dimensions in India and its implications for shopping experiences.
The transformation of value and evolution of customer experience: an exploration of the typologies, facets and significance
International Journal of Indian Culture and Business Management, 2014
ABSTRACT The development of an assimilated global economy and advent of integrated communication ... more ABSTRACT The development of an assimilated global economy and advent of integrated communication technologies have played a defining role in re-moulding customers' perception of value. Value has evolved from being merely utility oriented to encompassing the entirety of customer's experience with products/services. This change has given organisations an opportunity to differentiate their offerings by creating exclusive and personalised experiences. This paper attempts to explore the transformation of value, consumption experiences and the components of their typologies. The study would help organisations to recognise the dimensions of experiential value which could be incorporated in their strategies to achieve competitive advantage.
Attitudinal Segmentation of Mobile Banking Users: A Perspective on Continuance Intention
Productivity (New Delhi), Dec 3, 2021
Key Research Issues and Agendas in Start-up post-Covid-19
International Journal of Entrepreneurship and Small Business
Attitudinal Segmentation of Mobile Banking Users: A Perspective on Continuance Intention
Productivity
Central European Business Review
The true identity of brands fades with changes in a market environment. Growing concerns regardin... more The true identity of brands fades with changes in a market environment. Growing concerns regarding the decline of long-established brands have caught the attention of academicians and practitioners both. There is undivided attention witnessed in literature to develop a research framework to identify antecedents and intervening factors and their impact on Brand Revitalization. The primary aim of the study is to categorise identified variables into different approaches and integrate intervening variables to propose a research framework for empirical validation. Based on the systematic literature review approach, 93 studies from more than three decades (1984 to 2021) were undertaken after applying inclusion and exclusion criteria. 62 percent qualitative research and 27 percent empirical and mixed research papers were obtained. A total of 63 variables from 18 empirical studies were categorised into two approaches of 'Brand re-enchantment' and 'Brand modernity', which significantly influenced brand revitalisation. 9 mediators and 12 moderators were obtained from which 'Advertising' was introduced as a mediator for effective brand revitalisation. The research paper provides a scope to empirically validate the proposed research framework in different sectors and industries to carry the domain of brand revitalisation to an advance level. Implications for Central European audience: According to Eurostat 1 , Annual inflation rate in the Euro Area increased from 4.1% in 2021 to 8.9% in 2022. Price has been accelerated for food, beverages, industrial goods and services. This has declined the purchasing power of consumers while making the of goods and services more expensive. As a result, demand-side is slowing down and consumers are shifting to low or no frills brands making it challenging for brands to capture the likely brand decline. However, mature or declining brands often enjoy strong brand equity and there is residual salience which can be leveraged to retain existing consumers. The study offers guidelines to recognize the acute
Dynamics of soil characteristics in eight-years old agri-horti-silviculture model in Bundelkhand region of Central India
Indian Journal of Agroforestry, 2019
The basic tenet of agroforestry is its ability to restore fertility of poor soil and the research... more The basic tenet of agroforestry is its ability to restore fertility of poor soil and the researchers always try to assess how different nutrients present in the soil respond to the presence of woody perennials amidst growing agri-crops. Hence, the present study was aimed to assess the effect of different woody plant species [Acacia senegal (L.) Willd. (kumat), Aegle marmelos (L.) Correa (bael), Citrus limon (L.) Osbeck (lemon), and Carissa carandas L. (karonda)], distance from their bases (0.5, 1.0, 2.0, 4.0 and 6.0 m) and depth (0–15 and 16–30 cm) on various soil characteristics [pH, electrical conductivity (EC), organic carbon (OC), available macro-and micro-nutrients) in a well established eight-years old agri-horti-silviculture model. The findings revealed that different plant species exhibited variable effects on studied soil parameters. Maximum OC, nitrogen (N), phosphorus (P) and iron (Fe) were recorded under A. senegal; EC, potassium (K) and manganese (Mn) under C. limon; an...
Conquering the Spiralling Sponsorships Through Ambush Marketing
Sponsorships worldwide have been on the rise. The rising fees make sponsorships an expensive prop... more Sponsorships worldwide have been on the rise. The rising fees make sponsorships an expensive proposition for companies. Companies that cannot afford to buy sponsorship may be inclined towards an ‘ambush’ tactic for both; defensive as well as offensive reasons. The paper analyses in detail the concept of ambush marketing to its genesis, personality and various strategies. Various legislative initiatives taken up by different countries are also addressed in the study. The outcome will be important not only to competitors and sponsors but to the marketing industry on the whole.
Journal of Retail & Leisure Property, 2010
and MBA from University of Allahabad. She has been teaching courses on Human Resource Management,... more and MBA from University of Allahabad. She has been teaching courses on Human Resource Management, Business Ethics and Economics. Her research interest lies in Human Resource and Entrepreneurship. She has co-authored a book on Managerial Economics, besides 15 research papers published in national and international journals and 10 research papers in various conferences.
Profiling Indian shoppers: an exploratory study of organised retail
International Journal of Indian Culture and Business Management, 2010
... Swati Agrawal is a Lecturer in GLA Institute of Technology and Management, Mathura, India. ..... more ... Swati Agrawal is a Lecturer in GLA Institute of Technology and Management, Mathura, India. ... Corporate houses such as the Tata Group, Aditya Birla Group and Reliance Industries have entered the retail sector to cash on the boom, and have opened a number of stores in ...
Indian Phytopathology, 2010
Abstract: A study was conducted to investigate the effect of soil moisture levels (field capacity... more Abstract: A study was conducted to investigate the effect of soil moisture levels (field capacity [FC], half field capacity [HFC] and double field capacity [DFC]) on growth and arbuscular mycorrhizal (AM) colonization of two crops (Phaseolus mungo Roxb. var. PU-35 and Triticum aestivum L. var. WH-147) and seedlings of two multi purpose tree species (Eucalyptus tereticornis Sm.[Clone C-7, ITC, Bhadrachalam] and Albizia procera Benth.). Significant increase in plant growth parameters and phosphorus (P) uptake was recorded ...
The insurance sector in India is rising rapidly to bring in growth and employment opportunities. ... more The insurance sector in India is rising rapidly to bring in growth and employment opportunities. Insurance companies are basically human intensive, and human resources act as an undoubted differentiator. Quality manpower and its retention would act as a litmus test. Turnover of sales force has been high because of low entry and exit barriers. The paper addresses issues of recruitment, retention and turnover of sales force in insurance companies. An attempt is made to integrate them to Maslowćs Need Hierarchy. A survey was conducted among 350 employees who worked in or had left insurance companies to analyze factors that influenced their decisions and job satisfaction. The data were treated with factor analysis. Factors such as Safety & Security, Social & Esteem and Personal Work Style emerged as the influencers to join insurance companies. Primary Needs and Social & Self Esteem Needs were the factors associated with job satisfactionč Stress, Career Advancement and Work Environment e...
Employer Branding: A Strategic Tool for Employee Retention in IT Industry
IUP Journal of Brand Management, Mar 1, 2020
Dealing With Ethical Dilemma
Handbook of Research on Ethnic, Racial, and Religious Conflicts and Their Impact on State and Social Security, 2022
The unique role of salespeople as “revenue generators” for any organization is pivotal for its gr... more The unique role of salespeople as “revenue generators” for any organization is pivotal for its growth and success. An interfacing role of salesperson between organization and customers facilitates customer belief and builds long-term relationships. Due to affiliative separation, salespersons face ethical dilemmas more often than their counterparts. The chapter delineates the unique characteristics of sales behavior and major influencers that affect a salesperson's ethical/unethical decision making. The authors recommend designing of effective ethical plan and its implementation to inculcate a robust ethical environment/culture within an organization.
Global Business Review, 2019
Amid rising concern about protecting environment and reducing carbon emission, marketers do not j... more Amid rising concern about protecting environment and reducing carbon emission, marketers do not just need to advertise their product to inform and persuade the consumers, rather they are required to convince the consumers that their product is environment friendly and do not cause any harm to the environment. Celebrity Advertising has been very popular among the marketers, as these celebrities help to generate favourable attention towards the product. While choosing an endorser/celebrity, his/her credibility plays a crucial role in persuading and convincing consumers. The present paper attempts to assess the effect of celebrity’s credibility on consumer’s attitude towards advertisement, brand and purchase intention in the context of green advertising. The study was conducted with a 2x2 factorial design (high v/s low) (celebrity’s credibility v/s corporation’s credibility) with an advertisement of a hypothetical company producing environment friendly ACs called, Sora. Data were colle...
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Papers by Vibhuti Tripathi