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Perspectives in Marketing, Innovation and Strategy / edited by Philip Kotler, Subhadip Roy, Satyajit Chakrabarti, Dipak Saha and Rabin Mazumder
Mitwirkende(r): Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Contemporary Management Practices SeriesVerlag: Milton : Taylor & Francis Group, 2024Beschreibung: 1 Online-Ressource (295 p.)ISBN:- 9781000961232
- 9781003434467
- 9781000961263
- 658.8
- HF5415
- HF5415.32
Inhalte:
Zusammenfassung: This book provides guidelines for pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement innovative strategies in various industriesPPN: PPN: 1882621700Package identifier: Produktsigel: ZDB-4-NLEBK | BSZ-4-NLEBK-KAUB
Cover -- Half Title -- Series Information -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- List of Contributors -- Series Editors' Preface -- Acknowledgements -- Introduction -- Part I Perspectives On Consumer Behaviour -- Chapter 1 Mediating Influence of COVID-19-Pandemic-Induced Lockdown On Rise of OTT -- Introduction -- Methods -- Results and Discussions -- Conclusion -- References -- Chapter 2 Measuring Consumer Perception On Digital Buying: A Lesson From Pandemic -- Introduction -- Methods -- Results and Discussions -- Conclusion -- References
Chapter 3 Impact of Country of Origin Image On Purchase Intention: A Case of Fashion Apparels in Kolkata -- Introduction -- Country of Origin Image -- Perceived Product Quality -- Purchase Intention -- Methods -- Results and Discussions -- Profile of Respondents -- Validity and Reliability Test -- Correlational Analysis and Test of Hypotheses -- Conclusion -- References -- Chapter 4 The Effect of Demographic Factors On Overconfidence Behavioural Bias of Mutual Fund Investors -- Introduction -- Research Objective and Hypothesis Are as Follows
Hypothesis of the Study (Testing Based On Chi-Square Goodness of Fit Analysis) -- Methods -- Results and Discussion -- Insights -- Conclusion -- References -- Chapter 5 Farmers' Query Analysis in Kisan Call Centres: A Cross-State Study During Covid-19 -- Introduction -- Methods -- Results and Discussion -- Conclusion -- References -- Chapter 6 Online Shopping Motivation in COVID-19 Times: A Study in West Bengal -- Introduction -- Hypothesis -- Methods -- Results and Discussions -- Descriptive Statistics -- Conclusion -- References
Chapter 7 Inquiry Into Consumer Perception Towards Plastic Furniture -- Introduction -- Methods -- Results and Discussions -- Conclusion -- References -- Chapter 8 Applicability of the Technology Acceptance Model in Examining Consumer Adoption Patterns of Online Video Streaming Services: A Factor-Analytic Study -- Introduction -- Hypothesis -- Gender and Actual Consumption of Online Video Streaming Service(s) -- Age and Actual Consumption of Online Video Streaming Service(s) -- Methods -- Results and Discussion -- Factor Analysis -- Summary of Hypothesis Test Results -- Conclusion -- References
Chapter 9 What's Weighing On Consumer Spending in the Fear of COVID-19: A Grounded Theory Approach -- Introduction -- Methods -- Design and Participants -- Data Collection -- Data Analysis -- Inter-rater Reliability -- Kappa -- Results and Discussion -- Conclusion -- References -- Chapter 10 Effect of Online Shopping Due to Covid-19 On the Survival of the Flea Market Vendors in Kolkata -- Introduction -- Overview of Flea Markets -- Overview of the Online Market -- Conceptualisation and Theories of Consumer Behaviour -- Factors Affecting Consumer Behaviour -- Factors Affecting the Flea Market
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