Index of Paper Presentations for the Parallel Sessions - Academy of ...

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were selected by the consumers with low and high levels of PDI were drastically different as consumers with highlevels of PDI considered damage repair, hair fall control and dandruff control as the important parameters and theconsumers with low levels of PDI preferred fragrance, brand and conditioning as the crucial dimensions. It wasobserved that fragrance as a dimension performed considerably better than the other parameters as 72 out of 90respondents with low PDI scores gave it higher ranking.Regression analysis confirmed the hypothesis. The following basic regression equation was derived: Impact ofsmell on consumer PI = 4.965 – 0.598 (consumer PDI)The standard error or standard deviation of b was estimated as 0.048, and the value of the t statistic was - 12.446,with 198 (n-2) degrees of freedom. The critical value of t with 198 degrees of freedom and Level of Significance at5% is 1.9720 for a two-tailed test. The modulus of the calculated value of t was larger than the critical value andtherefore the null hypothesis was rejected. Hence there exists a significant linear relationship between consumer PDIand impact of smell on consumer PI. The negative sign of the slope (- 0.598) further established the accuracy of thealternative hypothesis. Therefore, consumers who have low levels of PDI while buying shampoos have a greaterimpact of the Fragrance of the shampoo on their PI as compared to consumers who have high levels of PDI whilebuying shampoos.The value of F statistic was 154.903 with 1 and 198 degrees of freedom. The calculated F statistic far exceeded thecritical value of 3.8889 determined at 5 % Level of Significance (LOS) with 1 and 198 degrees of freedom.Therefore, the relationship between consumer PDI and impact of smell on consumer PI was significant at 5% LOS,corroborating the results of the t test. Since the relationship between the two variables is significant, it can beconcluded that the values of impact of smell on consumer PI can be predicted on the basis of consumer PDI. In thiscase the R Square was 0.439. Adjusted R Square was 0.436. Thus, it can be concluded that almost 40% of thevariation in impact of smell on consumer PI can be explained by the variation in consumer PDI.Conclusion:Consumers with low levels of PDI showed higher impact of smell on their PI. It was also found that consumers withhigher levels of PDI had hair problems such as damage, dandruff and hair fall. Therefore, they desired a shampoothat would provide a solution for these problems and hence fragrance becomes secondary for them. However,consumers with low levels of PDI considered a shampoo mainly as a cleansing and conditioning agent. Fragrancewas found to be an important dimension for such respondents while purchasing shampoos.Implications:The findings of this empirical research contributed to the academia as well as practitioners. It was found thatconsumer PDI can serve as an important parameter for consumer segmentation. Based on the findings, there can betwo segments of consumers for shampoos: the Conscious Hair Segment that has sensitive hair and the Not-So-Conscious Hair Segment that has normal hair. Conscious Hair Segment consists of consumers who have higherlevels of PDI while buying shampoos where as the Not-So- Conscious Hair Segment has low PDI levels.Organizations can target both the segments and can position the product accordingly. The Hair conscious segmenthas sensitive hair and they are deeply involved while purchasing the shampoo. They have problems such as damagedhair, hair fall and dandruff. Hence they look at shampoo as a solution to tackle these problems. Thus positioning forthese consumers should be based on presenting various shampoos as a solution to solving various problemsassociated with this group of consumers. Not so Hair Conscious Consumers are involved at a low level while makingthe purchase decision. These set of consumers look at shampoos as merely cleansing and conditioning agents.Furthermore, the research concluded that fragrance is an important parameter for this segment of consumers and thusmust be included in the positioning strategy. Moreover, it was found that this segment is brand conscious and henceit is necessary to highlight the brand in the communication strategy along with fragrance (Refer Figure 1).
QuickTime and adecompressorare needed to see this picture.QuickTime and adecompressorare needed to see this picture.Moreover, smell in the shampoo category remains exploited at the implicit level of perception. The findings fromthis study clearly make a case for exploring the opportunity of bringing the fragrance of the shampoo at the explicitlevel of perception. This translates into movement of shampoos from ―Functional Products‖ to ―FragranceProducts‖. This means that smell should no longer play a mere secondary role in the case of shampoo but should bemarketed as an important product attribute on the lines of products such as perfumes, colognes, body deodorants,room fresheners, toilet fresheners, etc. This has several implications for product development for shampoosprimarily focussed on the attribute of smell.Furthermore, smell can also be used as a prominent part of packaging where innovative smell sensors such asscented labels can help to give the consumer a clear idea of the fragrance of the shampoo.References:References:Ajzen, I. (1985). From intentions to actions: a theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Actioncontrol: from cognition to behavior (pp. 11–39). Berlin: Springer.Cacioppo, J. T., Petty, R. E., Morris, K. (1983). Effects of need for cognition on message evaluation, recall, andpersuasion. Journal of Personality and Social Psychology, 45, 805-818.Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention, and behavior. Reading: Addison-Wesley.Goldsmith, R. E., Lafferty, B. A. and Newell, S.J. (2000), ―The Impact of Corporate Credibility on Consumer
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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Page 280 and 281: Main effects of brand reputationRes
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Page 294 and 295: Brand Communities on Social Network
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Page 372 and 373: May, 2012a. Lillian L. Cheng, Cheng
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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QuickTime and adecompressorare need
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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