Kalyan Kumar Guin

Impact of retailer personality on consumer‐based retailer equity

Purpose – The purpose of this paper is to explore the impact of retailer personality on consumer‐based retailer equity.Design/methodology/approach – The authors developed a retailer personality scale and find its impact on consumer‐based retailer equity by adopting the scale developed by Pappu and Quester. A mall‐intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in a metropolitan city, Kolkata, India. The questionnaire was used to collect data from seven department retail brands. The impact of each retailer personality dimension on each consumer‐based retailer equity dimension was explored, using structural equation modeling.Findings – The study proposed a five‐dimensional scale to measure department store personality. Results indicated that the three dimensions of store personality, namely sophistication, dependability and empathy, have significant positive impact on each consumer‐based retailer equity dimension except one (empathy→retailer...

Impact of Store Personality Antecedents on Store Personality Dimensions: An Empirical Study of Department Retail Brands

The objective of this study was to explore the impact of store personality antecedents on store personality dimensions. A mall-intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Questionnaire was used to collect data from busy shopping malls or centres located in different places of Kolkata with systematic sampling. The impact of store personality antecedents on store personality dimensions was explored using stepwise regression analysis. Results revealed that different sets of store personality antecedent affect various department store personality dimensions differently. The impacts of all sets are positive and significant. Arguably, this article was the first to explore the link between store personality antecedents and store personality dimensions in Indian and department store personality contexts.

Do apparel store formats matter to Indian shoppers

Purpose – The purpose of this paper is to explore store choice behaviour of Indian apparel shoppers and analyses the factors influencing their choice of retail formats from an emerging market perspective. Design/methodology/approach – The research draws on a data set of 336 structured questionnaires with adult urban Indian respondents to understand their perceptions about organised and unorganised apparel store formats. The exploratory study uses a comprehensive list of demographics, shopping situations and format stimuli parameters along with two established psychographic scales to assess the extent of their effect on the store choice of apparel shoppers. Findings – Factor analysis revealed five well defined store attributes influencing the apparel shoppers’ decision. The growing market for organised retail with a preference for multi brand stores is highlighted. The study establishes that the shoppers’ perception of single-brand stores is still going through a formative phase. Further at the micro level...

Data Mining in Market Segmentation: A Literature Review and Suggestions

The importance of data mining techniques for market segmentation is becoming indispensable in the field of marketing research. This is the first identified academic literature review of the available data mining techniques related to market segmentation. This research paper provides surveys of the available literature on data mining techniques in market segmentation. A categorization has been provided based on the available data mining techniques used in market segmentation. Eight online journal databases were used for searching, and finally, 103 articles were selected and categorized into 13 groups based on data mining techniques. The utility of data mining techniques and suggestions are also discussed. The findings of this study show that neural networks is the most used method, and kernel-based method is the most promising data mining techniques. Our research work provides a comprehensive understanding of past, present as well as future research trend on data mining techniques in market segmentation. We hope this paper provides reasonable insight and clear understating to both industry as well as academic researchers.

Evolution of Non-Food Organised Indian Retail: A Historical Perspective

This paper traces the history of evolution of non-food retail in India and seeks to capture the key stakeholders contributing to its robust growth. In order to better understand the dynamics of non-food retailing, which is one of the fastest growing industry segments in India, the paper also identifies the associated opportunities and challenges that will impact new retailers and foreign brands’ decisions to enter the Indian market. The study is basically exploratory in nature. The study collected data from both primary (including in-depth interviews and survey with organised and unorganised retailers, consumers and non-food manufacturers) and secondary sources (drawn from industry sources, which included national and international published sources from 2005 to 2011). Findings show that consumer durables and footwear are evolving as major contributors to non-food retail growth in India, and that consumers, manufacturers and retailers play an important role in impacting the opportunities and challenges in the evolution process of non-food retailing in India. The study was exploratory in nature and did not use any statistical tests to prove or disprove any hypothesis; it focused on non-food retail only. This review provides a comprehensive understanding to both academics and practitioners of the opportunities and challenges prevailing in the Indian non-food retail market.

Ocean World Water Park: destination marketing challenge

Subject area Marketing. Study level/applicability The case should ideally be discussed in an advanced second year MBA course or towards the end of a first year course where the students are already exposed to the basics of marketing. The case works well in courses on destination marketing, strategic marketing, campaign management, entrepreneurship. It also works well with executives, the case discussion affording the instructor an opportunity to illuminate the complexity of designing and implementing marketing strategy. Case overview Two young MBAs, each with a marketing specialization working in a bank, left their jobs and started their own company by buying a rubber plantation business from another businessman. The businessman was one of the co-owners of the “Ocean World Water Park” theme park (amusement park) close to Bhubaneswar-Cuttack twin city. The amusement park had good potential as it was located in an area with exponential growth of young executives having high disposable incomes. But the business performed poorly because of management ineffectiveness. The case explores the possibility of a turnaround. Expected learning outcomes The case: sensitizes students about the commercial implications of their marketing decisions by giving them adequate data to work on evaluating the revenue and profit impact of marketing initiatives on business; and helps them to understand that promotional variables are not independent in nature and hence separating the impact of one promotion when a large number of initiatives are operational, is not very dependable. Though the case provides a particular way of attempting to solve the problem, it does not lead to unique solutions. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.