Rohit H. Trivedi

Pro-environmental behaviour, locus of control and willingness to pay for environmental friendly products

Purpose – Marketers have realized the importance of assessing consumers’ willingness to pay (WTP) before introducing green products across different target audience. The purpose of this paper is to examine the relative influence of consumers’ pro-environmental behaviours (PEBs) and environmental locus of control (ELOC) on their WTP for green products. Design/methodology/approach – The study sample consisted of 256 Indian consumers which were recruited with the help of convenience sampling. A structured questionnaire was administered with scales that were well established and that have been used in previous research. Data were analysed with the help of CFA and structural equation modelling to test the relationship of ELOC and PEB anon WTP. Second, clustering respondents according to their PEB and ELOC has been done to find its differential effect on WTP with the help of multivariate analysis of variance (MANOVA). Findings – Findings of the study highlight that WTP for green products is significantly predic...

Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?

Purpose – With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products. Design/methodology/approach – The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs. Findings – It was found that the comparative form of advertisement developed favoura...

Linking technopreneurial competence and education to business growth

This study aims to find the relationship between technopreneurial competence and education to business growth in Information Communication and Technology (ICT) sector. It is found that ICT companies are fast to develop, rapid to grow and at the same time have high risk of failure. Therefore, present study deals with the crucial topic of growth determinants and tries to link it with entrepreneur-specific factors. With the help of MANOVA and subsequent analysis, paper finds that business growth in ICT sector is linked with both technopreneurial competence as well as educational background. The major implication is that while dealing with technopreneurship, concerned regulatory and educational bodies should focus on developing more education and imparting individual-specific training that enhance their entrepreneurial competence so as to nurture more growth-oriented ICT businesses.

MGA Entertainment, Consumer Entertainment Products Company: Marketing Strategies for ‘Bratz’:

Toy industry in the US is product driven and full of challenges. This case presents an overview of the California-based Micro Games of America (MGA) Entertainment, which is a consumer entertainment products company, engaged in innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. It had more than 200 licences. In 2001, MGA launched a fashion doll called ‘Bratz’, and it sold 150 million Bratz dolls all over the world. Bratz line surpassed the legendary brand ‘Barbie’—Mattel, Inc.’s flagship brand—in a short span of time through many innovative marketing strategies and different product placement, roll-outs, tie-ins and other promotional tactics, despite facing many challenges, such as, fast-changing demographics, shorter product life cycle (PLC) and negative perceptions about brand. This case can be used to address two issues: first, structural change drivers and trends that shaped the toy industry in developed economies and, second, how to develop effective marketing strategies for product with shorter PLC in highly product-driven market?