Papers by indra meghrajani
Shodhsamhita, 2023
Consumers are becoming more digitally savvy in terms of both awareness and usage. They are becomi... more Consumers are becoming more digitally savvy in terms of both awareness and usage. They are becoming smarter in terms of their preferences and purchases as they use mobile and internet facilities more frequently. To purchase products, people are increasingly turning to digital platforms such as social media and various websites. There are numerous brands in a specific product category entering the market via various platforms. This makes it nearly impossible for brands to stand out in such a crowded market. As a result, brands are increasingly turning to influencer marketing. For those professionals on the cutting edge of purchase decisionmaking, this is a new approach to marketing since a decade. Influencer marketing is a new social media trend that focuses on influencing individuals rather than the target market as a whole. This creates a level of trust between the influencer and the reader/viewer that is nearly impossible for a brand to achieve with the customer on its own. The spread of social media over the last five years has further altered buying and selling techniques. Consumers can express their opinions about products and companies by leaving likes, comments, and shares on platforms such as Facebook, Twitter, and YouTube. As a result, there is an increasing need for businesses to provide positive customer experiences in order to reduce negative word-of-mouth messages that could easily spread among potential customers on social media platforms. Another form of social media that is extremely popular among females in the fashion industry is blogging. Fashion blogs have grown in popularity, and they are now regarded as one of the most effective means of sharing experiences and recommendations via the internet. They are a low-cost, high-impact method of marketing products directly to the intended customer. It is not only a place in which females go to find specific products to buy, but they also go to surf, read, and eventually find something desirable. It can increase online purchases via ecommerce sites, company websites, or social media platforms because it connects the user directly to the point of purchase. The aim of this study is to examine the idea of influencer marketing, its growth in India, and its increasing importance and scope. According to the outcomes of the study, various product categories, such as fashion, mobile, mobile accessories, movies, and restaurants, to name a few, have an impact on people through influencer marketing.
Emerald Emerging Markets Case Studies, Dec 16, 2022
Management Dynamics
The paper is an attempt to understand the purchase behavior of rural consumers with reference to ... more The paper is an attempt to understand the purchase behavior of rural consumers with reference to selected FMCG product. This is done by studying factors influencing their purchase decision, counterfeit products and their use, and the role of retailers in influencing the purchase decision of rural consumers of Gujarat. There is a wide availability of counterfeit products in the rural markets of Gujarat and the people are sometimes kept away formt the genuine products. The marketing implications got for the study contributes towards understanding the profile of the villagers. The demographic profile is very important to the marketers to study the needs and preference of the customers as per their gender, age, education and income. This helps the marketers to design the strategies which would be useful in selling the products to customer of different age group, gender, education and income. Price and value for money has been found the most important factors. The rural customers would prefer any brand which would be either low priced, may be in their budgets or may give them the value for their money. The rural customers are well aware of all the brands but they are unable to distinguish between the genuine and the counterfeits. Also the retailers are an important medium to influence them to buy the products.
Social Science Research Network, Apr 4, 2020
Emerging Economy Studies, 2022
In India, a national lockdown was enforced following the novel COVID-19 pandemic coronavirus. Thi... more In India, a national lockdown was enforced following the novel COVID-19 pandemic coronavirus. This article addresses social, psychological, and health issues following the lockdown, concentrating on women of all strata in India. A literature search was conducted using Google Scholar. Besides, current guidelines, including those of the World Health Organization and publications from a range of nonacademic outlets (e.g., news website publications), have been accessed. National lockdown programs have resulted in financial losses and mass concern and agony due to factors such as a sense of cornering and loss of control. We interviewed 21 Indian women from different ages and professional backgrounds. The outbreak and lockdown of COVID-19 have several implications for people’s lives, specifically females; stress, fear, frequent griefs, children’s school breaks, and lockdown in India have increased psychological issues and concern for the economic future of their families.
IRPN: Innovation & Strategy (Topic), 2012
The Indian rural market has a vast size and lately a very immense demand. Thus it offers great op... more The Indian rural market has a vast size and lately a very immense demand. Thus it offers great opportunities to marketers. The objective of the study was to study the competitive strategies adopted by rural retailers, strategies which are more useful for customer retention and the role played by the retailer in buying behaviour of the customer. A survey was conducted of 200 retailers in 19 villages having population of more than 5000 around Ahmedabad and Gandhinagar districts of Gujarat. The findings show that product variety, incentives to customers, services, the low prices, the size of the store and proper layout affect the buying behavior of the customer. Through this survey, the researchers suggest that retailers should carry variety of goods with respect to pricing and bundling of certain goods. Giving them low prices than usual would be advantageous. Having knowledge of competitors would help them know their own weaknesses. Giving cash discounts on bulk purchase would attract...
International Journal of Management, IT, and Engineering, 2014
Counterfeiting is viewed differently by different experts. From business perspective, the meaning... more Counterfeiting is viewed differently by different experts. From business perspective, the meaning of this term is unclear for two reasons: first, the definition rests on views about consumer perceptions; second, the attitude of the manufacturers towards availability of such products. Fake or counterfeiters are the imitations of main stream brands. They are the look-alikes or spell-alike of genuine products. The spread of the counterfeiters has grown globally in recent years. This research is important in Gujarat because there is an increasing availability of counterfeiters in its rural areas. The paper focuses on the preference of the consumers about the various available brands, their ability to differentiate between the genuine and the counterfeit products and intention of buying the counterfeit products with respect to skincare products in the villages of North Gujarat. A pilot study of the entire Gujarat was conducted and it was found that maximum counterfeit products were sold ...
Fake products are imitations of name-brand products. They are the look-alikes or spell alikes of ... more Fake products are imitations of name-brand products. They are the look-alikes or spell alikes of genuine products. This paper concentrates on the use of some fake FMCG products in the villages of Ahmedabad and Gandhinagar. The availability of fake FMCG products in villages is growing by leaps and bounds. From personal care products to processed foods, everywhere faking has grown. The growth in counterfeiting clearly has an economic impact on the marketplace and on the manufacturers of genuine products. The unfavorable economic impact on the manufacturers of genuine products should be obvious to, or at least assumed by, the end consumer, yet rural consumers continue to seek and purchase fake goods. What factors influence the attitudes that rural consumers hold towards fake products. Are the consumers unaware of the original products or are retailers influencing the rural consumers to buy these fake products. The sale of counterfeit products, in FMCG, represents a serious threat to bo...
Indian Journal of Applied Research, 2011
of India's population lives in 627000 villages in rural areas. As per the National Council fo... more of India's population lives in 627000 villages in rural areas. As per the National Council for Applied Eco- nomic Research (NCAER) study, there area as many 'middle income and above' households in the rural areas as there are in the urban areas. At the highest income level there are 2.3 million urban households as against 1.6 million households in rural areas. According to NCAER projections, the number of middle & high income households in rural India is expected to grow 80 million to 111 million by 2007. In the state of Gujarat with a population of 62% with 18066 Villages, in the district of Mehsana lie 593 villages where television, radio and hoardings everything is seen. Yet people buy and use locally made products and loose products. In this paper the researchers have tried to study the behavior behind using locally made brands, the awareness among the people about the brands, the brand recall, brand quality perception and also the brand liking. Where the urban markets have stagnated and the companies are rushing to rural areas then what is the behavioral intention behind buying locally made brands and loose products. The distribution system of the companies and also the technology has made it easier for rural people to have a feel of national brands. Yet the locally made brands rule the villages of Mehsana.
SRPN: CSR Enforcement Issues (Topic), 2012
Fake products are imitations of name-brand products. They are the look-alikes or spell alikes of ... more Fake products are imitations of name-brand products. They are the look-alikes or spell alikes of genuine products. This paper concentrates on the use of some fake FMCG products in the villages of Ahmedabad and Gandhinagar. The availability of fake FMCG products in villages is growing by leaps and bounds. From personal care products to processed foods, everywhere faking has grown. The growth in counterfeiting clearly has an economic impact on the marketplace and on the manufacturers of genuine products. The unfavorable economic impact on the manufacturers of genuine products should be obvious to, or at least assumed by, the end consumer, yet rural consumers continue to seek and purchase fake goods. What factors influence the attitudes that rural consumers hold towards fake products. Are the consumers unaware of the original products or are retailers influencing the rural consumers to buy these fake products. The sale of counterfeit products, in FMCG, represents a serious threat to bo...
Social Sciences Education eJournal, 2020
This paper investigates the perception of corporate managers regarding employability skills of ma... more This paper investigates the perception of corporate managers regarding employability skills of management students undertaking summer internship with them. The study is divided into two parts wherein the first part consists of literature review and in-depth interviews of senior managers, and it is devoted to identifying critical parameters that affect employability of management students. The second part of research consists of a survey of 195 company supervisors who rated 405 intern students on the 22 items identified in the first part. The results indicate that intern students lacked in communication skills, problem solving ability, analytical skills and business understanding but fared well in the other parameters like self-management, using [information and communications technology] ICT efficiently, people relations and team spirit, innovative approach and critical thinking, self-confidence and assertiveness and drive to learn.
SSRN Electronic Journal
The rapid growth in the technology has increased the use of electronic products worldwide. This h... more The rapid growth in the technology has increased the use of electronic products worldwide. This has caused the deterioration of the environment. The increasing extinction of the natural resources and the global warming has raised the major concern for the environment. These growing social and regulatory concerns for the environment have lead to an increase in the number of customers to consider eco-friendly products as major criteria for the purchase of electronic products. As the environment continues to worsen, it has become a constant public concern which has resulted into awakening of green movement in developing countries like India. The purpose of the paper is to study the attitude and intention of people having different demographical background, towards the purchase of eco-friendly electronics in the city of Ahmedabad. The aim of this research work is to investigate the consumer behavior and attitude towards the eco-friendly electronic products and see how they take environmental factors in consideration while making choices on buying such products. Use of a quantitative study has been made among a conveniently chosen sample.
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Papers by indra meghrajani