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Featured researches published by Paromita Goswami.


Asia Pacific Journal of Marketing and Logistics | 2009

Would Indian consumers move from kirana stores to organized retailers when shopping for groceries

Paromita Goswami; Mridula S. Mishra

Purpose – This article seeks to understand whether Indian consumers are likely to move from traditional kirana stores to large organized retailers while shopping for groceries.Design/methodology/approach – Two hypotheses were proposed: H1: customer patronage differs for different grocery store attributes and H2: customer perceptions of grocery store attributes differ for kirana stores and organized retailers. The study was carried out across four Indian cities‐ two major and two smaller cities with around 100 respondents from each city. Stratified systematic sampling design with a sample size of 409 was used for the study. Multivariate statistical techniques were used to analyze the data collected with the help of a structured questionnaire.Findings – Customer patronage to grocery stores was found to be positively related to location, helpful, trustworthy salespeople, home shopping, cleanliness, offers, quality and negatively related to travel convenience. Kiranas do well on location but poorly on cleanli...


Young Consumers: Insight and Ideas for Responsible Marketers | 2007

Structural equation modeling of value‐psychographic trait‐clothing purchase behavior: a study on the urban college‐goers of India

Sudas Roy; Paromita Goswami

Purpose – The purpose of this paper is to attempt to understand the frequent clothing purchase behavior of undergraduate urban college‐goers of India aged 18‐23 years and empirically prove the value‐psychographic traits‐clothing (VPC) purchase behavior hierarchy.Design/methodology/approach – A stratified systematic sample of 275 respondents was used to test the hierarchy. The List of Values (LOV) scale was submitted to exploratory factor analysis (EFA) with principal components analysis and varimax rotation. Confirmatory factor analysis (CFA) was used to validate EFA results. Next, structural equation modeling (SEM) with maximum likelihood estimation (MLE) was used to empirically prove VPC of the urban Indian college‐goers.Findings – The study finds that EFA of the LOV scale yielded two dimensions‐ outer‐directed values and inner‐directed values. Outer‐directed values influenced the psychographic traits – fashion‐consciousness and innovativeness positively, while fashion‐consciousness and innovativeness p...


Archive | 2007

Viability of Marketing Apparel Made of Lyocell Fabric: A Case Study on India

Paromita Goswami

The paper attempts to understand whether it is viable to market apparel made from lyocell fabric, an environmentally sustainable product in India.


Archive | 2007

Who Are the Victims of Gender Discrimination in the Choice of Stream of Education: Boys or Girls? A Study on Undergraduate Bengali Students of West Bengal, India

Paromita Goswami; Suvarna Sen

Considerable evidence exists of discrimination against females in India in terms of entitlements, opportunities, social seclusion, access to food and medical attention. Education can be an important instrument to reduce gender discrimination. Lower investments are made in the education of females in India especially at higher levels of education. The career an individual pursues depends to a large extent on the choice of stream of education at the undergraduate level in India. Although corporate glass ceiling has been researched enough, few have explored collegiate glass walls. Sexism is a two-edged sword, and boys also pay a price in terms of excessive family and social pressures to perform. In this paper we specifically examine whether discrimination affects girl students or boy students more. We limited the study to the Bengali community as it is perceived to be progressive and non-discriminatory in terms of raising the girl and the boy child. Results of the study indicate that most undergraduate students feel boys and surprisingly not girls are discriminated against when choosing the stream of education at undergraduate level. Consequently, implications of the study are discussed.


Management and labour studies | 2007

Exploring the Apparel Purchase Behavior of Urban Indian College-goers: A Qualitative Study

Paromita Goswami

The college-goers, as a market segment, are immensely significant in India in terms of both magnitude and spending capacity and one of the most important items purchased by young people is apparel. The apparel purchase behavior of the college-goers of Kolkata are explored in this paper in terms of types of apparel purchased, purchase frequency, store choice, and influence of shopping companions. Qualitative study with a purposive quota sampling design is used. Kolkata being a cosmopolitan city with residents of different states speaking different languages and belonging to different sub-cultures, the study helps explore the apparel shopping behavior of urban Indian college-goers in general.


International Journal of Consumer Studies | 2008

Is the urban Indian consumer ready for clothing with eco‐labels?

Paromita Goswami


Archive | 2009

Would Kiranas in Urban India Survive the Modern Trade Onslaught? Insight from Efficiency Perspective

Paromita Goswami


Archive | 2007

From Recall to Redressal: A Deconstructional Content Analysis of the Buladi HIV/AIDS Campaign in West Bengal

Arna Seal; Paromita Goswami; Mridula S. Mishra


Indian Journal of Marketing | 2007

Apparel Shopping Orientation of Urban Indians : A Study on Kolkata

Paromita Goswami


Journal of Business Research | 2017

Social entrepreneurship: Creating value in the context of institutional complexity

Helene Cherrier; Paromita Goswami; Subhasis Ray

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Arna Seal

Institute of Chartered Financial Analysts of India

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Devi Vijay

Indian Institute of Management Calcutta

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Himadri Roy Chaudhuri

International Management Institute

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Rohit Varman

Indian Institute of Management Calcutta

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Sudas Roy

Indian Institute of Management Calcutta

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Suvarna Sen

Institute of Chartered Financial Analysts of India

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