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Title: An Assessment of Virtual World Brand Experience and Its Impact on Real World Purchasing Behavior in India
Researcher: Shruti Gill
Guide(s): Neelam Tandon, Shilpi Khandelwal
Keywords: Arts and Humanities,Arts and Recreation,Humanities Multidisciplinary
KPI - Key Performance indicators, Digital marketing, E- shopping, online shopping, Demonetisation, Consumer perception.
University: Jagannath University
Completed Date: 2019
Abstract: newline In the current environment where the macro economic factors are changing and new initiatives are being taken by the Central Government, it is important for multinational organisations to scan the environment on a constant basis to better understand the nature and extent of changes taking place in the market, consumer lifestyle, demographics etc. Demonetisation in India post November 8, 2016 has surged digital, cashless marketing and given a boost to the virtual presence of brands, companies, e-tail sites. E- Commerce is a rapidly emerging parallel channel of buyer- seller relationship and it has changed the marketing techniques and approach. Business organizations are experiencing a paradigm shift in their operations and marketing promotional strategies as digital or virtual world provides ample opportunities to an organization to enhance its business in a cost-effective manner. newlineThe existing literature on virtual marketing or digital marketing as studied by various authors revealed that there are various components and issues with respect to internet marketing practices that are important to building, sustaining and growth of the organization in today s era. Such literature studies are very generic in nature and not particularly confined to any established sector. This research gap was identified and the present study covered prominent cross sectional sectors in India consumer wear, fast moving consumer goods, consumer electronics and automobile to understand the extent to which digitalization or virtual presence has specially affected the consumer purchase decisions and consumption pattern. This research study would explicitly focus on understanding consumer buying habits and their approach towards purchase with respect to varied product categories, website selection, impact of online promotions, mode of payments,advertisements, retail merchandise, reviews on the internet, brand name, brand usage, previous usage experience with the product, product attributes, and other demographics. This stu
Appears in Departments:Department of Management Studies

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