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end-user and community needs, or simply the market demand from the end user. Nonetheless three of theprominent modes of diffusion that the innovator has tried are mentioned below.MatsyafedThe Kerala State Co-operative Federation for Fisheries Development Ltd. or also calledMatsyafed is a registered Co-operative Apex Federation of primary level cooperative societies. Theengagement with Matsyafed is basically on the development and delivery of the marine system, based onthe Yanmar (brand of diesel engines) engines that would be procured by Matsyafed. The innovator issupposed to handle the development of the gearbox and the Z-drive, the installation and the after salessupport of these systems. Matsyafed has incorporated the initial phase of 24 units under the KeralaSustainable Urban Development program and is heavily subsidizing the project. These 24 units have beenprocured by Matsyafed, but only 4 boats have reached the end-users.Central Institute of Fisheries TechnologyThe Central Institute of Fisheries Technology (CIFT) is the only national centre in the country whereresearch in all disciplines relating to fishing and fish processing is undertaken and are planning a programfor the commercialization of the system. CIFT feels that the current system is not optimized to the fullestextent and the same can be done with some minor redesign on the innovation. This combined with asuitable boat design could give the innovation its fullest potential and energy efficiency.QURMOSThe innovator is also planning to have an independent agency for the marketing and distribution of thesystems. QURMOS is the name of the firm that was formed in this regard. The costs required getting thecommunication and distribution network in-place, seems to be the biggest hurdle at the present time.Sensemaking for MarketingThe issues described in the case study can be carefully analyzed to arrive at challenges for marketingresearch and practice.Attributes of the adopter at the grassrootThe adopter of the innovation at the grassroot is in many cases, in the emerging markets context, a personwith limited resources that he can share in acquiring the innovation. The key concerns here are that theadopter may not have the required financial resources to adopt the innovation. In the case, the fisherman –the adopter, is handicapped with low financial resources to acquire the innovation. The cost of productionhas to be managed in such a way to ensure that the fisherman can acquire the required resources. Toaddress the issues with the low financial resources, credit facilities have to be ensured to the adopter. Thiswould be the case only in instances where the innovation is of concern to the employment of the adopter.Now, since we are specifically discussing grassroot innovations; which are solutions to persistentproblems faced in the employment related aspects of the adopter, this situation would hold well.The role of institutions of credit have to be studied in detail, not just from a marketing point of view, butalso from the aspects of socio-economic development that these innovations could provide to the adopter.The role of informal social ties has to be understood in detail here. The agent and the money launderer inthe case have a great amount of influence in the financial resource availability of the adopter. This is acommon scenario across several of the emerging economies markets at thegrassroot level. The adopter in previous literature is suggested as a person with an individual will to take adecision on the adoption of the product. But, from the case study, we can see that the adopter in manyinstances in the emerging economies is not a person who has an individual opinion on the adoption of an
innovation. The adopter might be influenced by social hurdles that will restrict him from adopting aninnovation; even after being completely satisfied with the need fulfilling capacity of the innovation.The marketing challenge in the area of financial resource unavailability with the adopter is multifold. Thebelow points summarize the same.• Need to ensure the availability of financial resources with the adopter.• Need to understand and establish the role of social norms and networks, which influence the adopter inhis decision making.• Marketing research has to incorporate and establish a generalized set of factors that represent thegrassroot innovation adopter. This would require the changing of earlier understood nature of the adopter;as being classified only on the basis of innovativeness coefficients.Communication is another major concern for the marketer in the diffusion of grassroot innovations. In thecase of the diffusion of the diesel based marine engine, the communication was only through WOM. Thisis the case in many emerging markets, especially the rural markets in India. One might argue that thecollectivist societies in India, with good network effects, would have a high level of WOMcommunications; thus, this concern being invalid. In the case study the innovation was a potential productfor all the coastal states in India, but due to the regional differences, these innovations die down within afew settled communities. There are numerous similar examples in the National Innovation Foundation(NIF) libraries. The challenge of marketing here is to understand the required communication strategies toleverage on the WOM availability and ensure that the word keeps spreading.Challenges of the innovatorAny classic textbook of marketing will provide details on what the marketing strategy should be whenintroducing a new product. The role of communication, the role of promotions, the distribution mechanismand other aspects of how to manage the market have all been spoken time and again in the marketingliterature. But, does this work for the innovator turned entrepreneur at the grassroot? The characteristic ofan innovator at the grassroot is mostly a combination of low marketing budgets, unavailability ofmarketing expertise and concerns of survival. It would not be difficult for one to imagine the case whenthe innovator keeps the innovation to him and does not consider diffusing it into the market. Themarketing challenge here is to ensure that the innovator brings the product to the market and gets aid toget it diffused.Marketing must address this challenge by adopting an institutional setting. Marketing challenges that needto be addressed include;• To ensure that the innovator has the required set of resources to avail the market opportunity.• To enable the innovator with the marketing expertise that would enable him to ensure the marketingstrategy‘s successful implementation• Motivate the innovator to take the product to market• Marketing research has to ensure theorizing custom marketing activities plan for thegrassroot environments and emerging markets.The view that marketing must incorporate here is that the innovator has to be empowered to take theproduct to market with ease. The roles of institutions have to be highlighted in the theorizing of themarketing functionThe diffusion challengesThe challenges with the diffusion of the products are important in emerging markets, so as in any othermarket. But, in the emerging market context the importance of understanding the source of diffusionbecomes important. The network effects of the market may have a pull for the product due to its extreme
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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
Page 44 and 45: Four factors were extracted, togeth
Page 46 and 47: DiscussionThe key insights from the
Page 48 and 49: eturn on marketing investment. Reta
Page 50 and 51: What is Proximity marketing?Proximi
Page 52 and 53: Conjoint AnalysisFor identifying di
Page 54 and 55: Government service/ retail organiza
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Page 58: Adoption of alternate Technologies-
Page 63 and 64: ooth_campaign.htmlMcGovern, G.J., C
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Page 67 and 68: strategy, the less might be importa
Page 69 and 70: CustomerorientationH1aPlatforminnov
Page 71 and 72: Morgan, R.E. & Berthon, P. (2008).
Page 73 and 74: judged. On the other hand, Brand (1
Page 75 and 76: hairstyles are ‗Afro-centric‘ o
Page 77 and 78: METHODSubjectsConvenience sampling
Page 80 and 81: Use of hair extensions a symptom of
Page 82 and 83: When asked to state their reasons f
Page 84 and 85: The third most predominant reason f
Page 86 and 87: Khumalo, N.P., Jessop, S., Gumedze,
Page 88 and 89: that influence the diffusion of gra
Page 90: future studies. Perry (1998) has br
Page 93: acquired during times of a bad catc
Page 97 and 98: availability to the adopter, (2) la
Page 99 and 100: affective responses through nonverb
Page 101 and 102: Researchers acknowledge that advert
Page 103 and 104: markets as a form of sexual appeal
Page 105 and 106: constant, sexual illustrations had
Page 107 and 108: Table 2Categories and Proposed Cate
Page 109 and 110: construct Definition Examples of PV
Page 111 and 112: of understanding the type of persua
Page 113 and 114: Hovland, R., MacMahan, C., Lee, G.,
Page 115 and 116: Role of Gratitude and Obligation in
Page 117 and 118: obligation. Therefore, it is impera
Page 119 and 120: development of long term business r
Page 121 and 122: fulfilment of their desire for reco
Page 123 and 124: intentional, it has incurred some c
Page 125 and 126: This study is intending to use surv
Page 127 and 128: Cannon, Joseph P., Ravi S. Achrol,
Page 129 and 130: Martin, C. A. & Bush, A. J. (2000).
Page 131 and 132: Can we manage the influence of role
Page 133 and 134: Affective commitment (AC) refers to
Page 135 and 136: transactional theory,we draw upon t
Page 137 and 138: RESULTSConsistent with prior resear
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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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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Impact of Sensory Branding on Consu
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were selected by the consumers with
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Reaction to Advertisements and Bran
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„service‟ as ―an act or perfo
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proposed attributes that customers
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There are some limitations inherent
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SERQUAL Scale‖, Journal of Retail
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capabilities for stakeholder engage
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arrived at a consensus. Independent
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different levels of government to p
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NGOs and CBOs. In addition, the cor
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the information generated at each l
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A nation‘s capacity embodies the
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―…there is a lot of good work b
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manifested in many forms. Following
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Grindle, M. 1996. Challenging the S
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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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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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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