Jack Welch Business Technology

In today's consumer-oriented society the utmost concern of the marketers is to know the consumers' decision-making process. Consumer decision making is a process describing how a consumer makes choices. There is a shortage of marketing scales in India and the scales developed in other countries are not necessarily appropriate for use in India. The purpose of this research is to construct a scale to assess the efficacy of consumer decision making. Based on the previous literature, a 19-item scale is constructed, and after checking the various psychometrics of the scale, the scale is reduced to nine items. This scale is constructed on five parameters: problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Psychometrics of the scale is tested with the help of data collected over two rounds. Using analytical tools like Cronbach's alpha, item to total correlation, t-test and exploratory factor analysis, the author concludes that the scale has desirable, reliable and valid properties and thus could be used by the aspiring researchers.

The purpose of this research is to construct a scale to assess the efficacy of advertising effectiveness in Indian market. There is a shortage of marketing scales in India and the scales developed in other countries are not necessarily appropriate for use in India. Advertising effectiveness is a strategy by which advertisers gain their stated advertising objectives. This research closely follows the procedure for developing better measure given by Churchill (1979). Psychometrics of the scale is tested with the help of data collected over two rounds of data collection. Drawing on previous literature a seventeen item scale is constructed at pilot study. After checking the various psychometrics of the scale, the scale is reduced to thirteen items for the final study. The analytical tools used are cronbach alpha, item to total correlation and exploratory factor analysis. This scale has the desirable reliability and validity properties. Thus, this scale could be used by the aspiring researchers.

The purpose of this research effort is to examine the factors influencing young Indian consumer decision making. Present research considers consumer decision making as a conscious and deliberate process, influenced the most by exposure, information processing, and advertising effectiveness. There is a greater need to study these factors in a country like India, which has the world's largest youth population and also is an emerging economy. This study identifies a positive relationship between exposure and information processing with consumer decision making. The research effort depicts that advertising effectiveness to a great extent influences consumer decision making and has a positive relationship with information processing.

The purpose of this article is to examine the influence of the pandemic, perceived risk, and cognitive dissonance on the need for cognitive closure. A consumer today wants an aversion towards the ambiguity that is created due to this pandemic. The data is collected using Amazon's Mechanical Turk panel. All of the filled questionnaires are analyzed using stepwise regression. The findings suggest that perceived risk, pandemic, and cognitive dissonance influence the need for cognitive closure, and perceived risk is the major predictor of cognitive closure. These results enrich our understandings with regards to the importance of designing the marketing strategies in a way that will lead to the reduction in the consumer perceived risk and cognitive dissonance created due to the pandemic.

Brand extension is a strategy by which marketers use the established brand name to enter into a new product category. However, to assess the efficacy of brand extension, there is a need to develop appropriate scales as the scales developed in other countries are not necessarily appropriate for use in India. The purpose of this study is to develop such scale. Accordingly four brands namely; Dabur ® , Reebok ® , Rexona ® and Samsung ® have been selected. All these brands have extended into new categories. This research closely follows the procedure for developing better measure given by Churchill (1979). Drawing on previous literature a sevenitem scale is constructed. Psychometrics of the scale are tested with the help of data collected in two rounds. The analytical tools used are Cronbach alpha, item to total correlation and exploratory factor analysis. This scale has the desirable reliability and validity properties. Thus, this scale could be used by the aspiring researchers.

Thepurpose of this research effort is to ascertain consumer memory though brand extension. The role of major factors influencing consumer memory (recall, recognition, involvement level and need for cognition) is examined with evaluation of Brand Extension. This research effort is conducted on Indian youth. Three scales are constructed in this research effort and its desirable reliability and validity properties are ascertained. All the hypotheses were tested with the help of chi square. Results were analyzed after additive partitions were done for all the significant contingency tables. Four brands selected in this study were Dabur®, Reebok®, Rexona®, and Samsung®. The findings of this research reveal that although consumers are considered cognitive misers but still have a high need for cognition and high involvement level consumer evaluate a Brand Extension more favourably. Results also reveal that high recall memory has no relationship with Brand Extension evaluation and recognition memory differs w.r.t different products.

The specific objectives of this research effort are to ascertain the importance of a familiar brand name; to determine the major sources of information about brand extension; to find out the relationship of assessment of core brand, and evaluation of original brand with evaluation of brand extension. The role of exposure and over exposure is also examined visa -vis brand extension evaluation. The relevant population for this study is youth i.e. those in the age of 15-24 years. Data was collected from 583 respondents selected with the help of multi-stage random sampling conducted on the population of educational institutions in a large urban area in North West India. Even though information processing is a culture related phenomena the Indian youth are exhibiting behavior very similar to that described in foreign literature. Five out of the six hypotheses are accepted. Familiar brand name is an important cue for consumers. Just as advertising is an important source of information about brand extension. Brand extension evaluation is positively related with assessment of core brand, evaluation of original brand and exposure to brand extension. Price is an important cue for the Indian youth and over exposure does not negatively affect evaluation of brand extension.

The paper reports findings from a two-stage study of consumer-brand relationships conducted between April 2021 and June 2021, at a time the COVID-19 pandemic had forced consumers to live through social distancing mandates and school/office closures. Initial exploration via focus groups began in April 2021 for the purpose of generating grounded theory, hypotheses, and measurement scales relevant to their experiences of brand consumption during this period. The second study tested the grounded hypotheses based on a nationwide sample of consumers in June 2021. The study finds evidence of three distinct brand-related behaviors in response to the COVID-19-induced stresses; i.e., heightened intentionality about brand choices, heightened concern for brand sponsors' ethical behaviors toward their employees, and engagement in brand evangelism behaviors.

PurposeThe purpose of this study is to develop a scale to measure coronavirus shopping anxiety. Numerous studies have developed a scale for measuring coronavirus anxiety and fear, notably absent is a concerted effort to review and assess the impact of coronavirus on the shopping anxiety of consumers. This scale fulfills this gap.Design/methodology/approachThe steps taken for checking the various psychometrics of the scale include item generation, followed by exploratory factor analysis (EFA) through SPSS and confirmatory factor analysis through AMOS. The data were collected from over 208 respondents.FindingsThis study resulted in the development of a nine-item scale with robust psychometric properties. The scale resulted in highlighting two factors related to anxiety: in-store shopping anxiety and online shopping anxiety.Research limitations/implicationsThe scale developed has the desirable reliable and valid properties that could be used by aspiring researchers.Practical implicatio...