Asian Journal of Management

Ruchita Pangriya ¹, M. Rupesh Kumar ¹

Affiliations
1 Institute of Management, Christ University, Bangalore - 560029, Karnataka, IN

Abstract

Private label brands are capturing the Indian Market day by day. Both consumers and retailers are taking these brands hand by hand because of the various benefits associated with it. Private label brands are representing their strong presence in online as well as offline markets. In India online private label brands are in the very beginning phase and there is a lot of potential for research in this area. This article is a pilot study and with the objective of preparing a theoretical model and to understand how these variables are related to each other. For this purpose, a pool of items has been collected from the available literature. The responses collected from 100 respondents with a structured questionnaire. The researcher has used exploratory factor analysis to study four main factors have been extracted from factor analysis. Based on the extracted factors a model for the study is being prepared.

Keywords

Private-Label Brands, Store Brand, Retailers, E-Tailers, Factors Analysis, SEM.

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M. Rupesh Kumar ¹, A. G. V. Narayanan ²

Affiliations
1 Institute of Management, Christ University, Bangalore – 560025 Karnataka, IN
2 Studies Ebet Group of Institutions, Kangayam - 638108 Tirupur (Dist), Tamilnadu, IN

Abstract

This study mainly aims to identify the awareness of customers regarding the apparel Multi-Brand Outlets (MBOs) and its effect on demographic variables at Coimbatore city, India. The study was conducted for about 400 respondents in Coimbatore city (India). The research is a descriptive one. The data was analyzed using chisquare test. The study concludes that majority of the shoppers in Tier I city like Coimbatore are aware about this emerging format named as MBOs. The shoppers are aware of 5 to 10 Multi-Brand Outlets in Coimbatore city for fulfilling their shopping needs. Out of 400 respondents, 35 percent of the respondents are aware about the MBOs through a source called 'Walk by'. It was found that significant relationship exists between number of MBOs the respondents know and the age profile, marital status, and number of years living at Coimbatore city.

Keywords

Apparel Retailing, Emerging Retail Formats, Mbos-Multi-Brand Outlets, and Shoppers Awareness.

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M. Rupesh Kumar ¹, Kunal Sharma ¹

Affiliations
1 Institute of Management, Christ University, Bengaluru, Karnataka, IN

Abstract

This study aims to understand the level of influence of Pester Power on the purchase decisions of food products by the parents in a convenience store environment. This study is important, as marketers should be aware of how best they can utilize the factors leading to Pester Power, eventually facilitating the decision of purchase in their favour. The data was analyzed using SPSS. The research questions addresses - the purchase decisions on categories of food products influenced by Pester Power and attributes added to influence kids that in turn trigger Pester Power. The paper provides empirical insights about how retailers and advertisers benefited from the trends of pester power and how important are children as customers. The paper includes implications for the development of marketing campaigns for children and future research may also focus into areas of how peer groups and other socializing agents affect child's information sources affecting pester power.

Keywords

Consumer Behaviour, Kidfluence, Pester Power, Purchase Intention, Purchase Decision.

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