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Journal articles on the topic 'Indian Lifestyle Brand'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

H., R. Ganesha, and S. Aithal P. "Rational Distribution Channel Mix for Lifestyle Brands in India – An Empirical Study." An Empirical Study. International Journal of Case Studies in Business, IT, and Education (IJCSBE) 4, no. 1 (2020): 136–54. https://doi.org/10.5281/zenodo.3925852.

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Indian lifestyle brands need to understand the importance of their retailing distribution channels in relation to their overall brand image, products / categories they offer, target consumer group and their implications on the overall brand profitability and consumer perceptions over the brand image rather applying standard thumb rules, assumptions and misconceptions followed by other generalist brands or even short-term lucrative deals offered by distribution channel partners. It is evident that only few Indian brands are able to create true lifestyle brand image in their employees, investors

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H., R. Ganesha, and S. Aithal P. "Establishing True Lifestyle Brand in India: An Integrated Marketing Mix Framework." International Journal of Management, Technology, and Social Sciences (IJMTS) 5, no. 1 (2020): 261–84. https://doi.org/10.5281/zenodo.3901365.

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Humongous size of Indian retail market, evolution of modern and external brands friendly retailing formats in addition to attracting many Global lifestyle brands has also prompted many Indian exporters, manufactures, conglomerates and entrepreneurs to launch Indian lifestyle brands. It is evident that only a few Indian brands are able to create true lifestyle brand image in their employees, investors, competitors and consumers mind and the trueness level of the majority of Indian lifestyle brands is still a question. Majority of developing and developed Indian lifestyle brands assume that the

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H., R. Ganesha, and S. Aithal P. "Measuring the True Potential of Lifestyle Brands in India: A Firm-Level Scale for Existing and Potential Investors - (FL-LBSi)." International Journal of Applied Engineering and Management Letters (IJAEML) 4, no. 1 (2020): 279–302. https://doi.org/10.5281/zenodo.3929175.

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It is evident that among more than 5000 Indian lifestyle brands, only a few brands are able to create true lifestyle brand image in their employees, investors, competitors, and consumer’s minds and the trueness level of the majority of Indian lifestyle brands is still in question. The majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are unaware of implicit long-term strategical benefits of creating a true lifestyle brand image in consumer’s minds. In India, the lifesty

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H., R. Ganesha, and S. Aithal P. "Measuring the True Potential of Lifestyle Brands in India: A Consumer-Level Scale for Existing and Potential Investors(CL-LBSi)." nternational Journal of Case Studies in Business, IT, and Education (IJCSBE) 4, no. 1 (2020): 207–23. https://doi.org/10.5281/zenodo.3940586.

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It is evident that among more than 5000 Indian lifestyle brands, only a few brands have created true lifestyle brand image in their employees, investors, competitors, and consumer’s minds, and the trueness level of a majority of Indian lifestyle brands is still in question. The majority of developing and developed Indian lifestyle brands assume that the success of a lifestyle brand is measured basis the revenue or profit they generate and are unaware of implicit long-term strategical benefits of creating a true lifestyle brand image in consumer’s minds. In India, the lifestyle cate

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Khurana, Karan. "Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market." International Journal of Social Sciences and Management 5, no. 1 (2018): 18–30. http://dx.doi.org/10.3126/ijssm.v5i1.19005.

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This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism.This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent

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G P Dinesh and Divyabharathi. "Psychology of Fashion and Brand Image: A Case Study of Indian Consumer Perception." international journal of engineering technology and management sciences 7, no. 2 (2023): 384–93. http://dx.doi.org/10.46647/ijetms.2023.v07i02.046.

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Fashion psychology is the study of how clothing and appearance affect human behavior, emotions, and cognition. Whereas brand image refers to the perception of a brand in the minds of consumers, which is shaped by advertising, packaging, and other marketing efforts. The relationship between fashion psychology and brand image is that consumers often choose clothing and accessories based on how they want to present themselves to others, and a brand’s image can influence this decision-making process. For example, a person may choose to wear a certain brand of clothing because they associate it wit

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H., R. Ganesha, and S. Aithal P. "Exclusive Brand Outlet Expansion Framework for Lifestyle Brands in India (EBOE-LS)." International Journal of Case Studies in Business, IT, and Education (IJCSBE) 4, no. 2 (2020): 1–17. https://doi.org/10.5281/zenodo.3976932.

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Though EBOs’ (Exclusive Brand Outlet) risk-mitigation is a collective responsibility of lifestyle brand and the expansion partner (franchisee), a majority of lifestyle brands in India believe that the risk of capital investment/recurring expenses of EBOs and profit generated by EBOs has to be owned by the expansion partner. This belief and unbalanced business strategy of lifestyle brands though attract franchisees in the early stages of EBO expansion due to the brand’s reputation in the market or initial lucrative contract terms, it seriously fails to bring any long-term strategic

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Dr., Monirul Islam. "Emotional and Ingenious Marketing Campaigns for successful Brand promotions: A Case Study Based Approach on Indian Marketers." European Journal of Advances in Engineering and Technology 9, no. 11 (2022): 21–28. https://doi.org/10.5281/zenodo.10646932.

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<strong>ABSTRACT</strong> Indians are emotion centric people and marketers understood this. Marketers have been using emotional appeal in their marketing campaigns to connect with the Indian consumers for long. They gauged it as the best tool to place their brands strategically in the minds of the people. The new breed of advertisements touches the strong issues which are prevalent in our society and try to break the traditional norms, improve the country’s values, attitude, lifestyle, and thoughts, thus make Indians question the current situation. Companies in most cases keep their bran

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Kumar, Jitender, and Simran Sikka. "Measurement and validity of Jennifer Aaker’s brand personality scale for Indian apparel brands." Journal of Statistics and Management Systems 26, no. 7 (2023): 1833–42. http://dx.doi.org/10.47974/jsms-1150.

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In modern business, the rivalry has shifted from price to non-price, necessitating the use of not just the market, but also marketing tactics. Consumers are frequently connected to a product or a brand that is associated with their own identity. Positive purchase intention may be established through successful Brand personality as customers develop associations in their mental maps by responding to a brand. This study attempts to investigate whether the brand personality dimensions proposed by Aaker (1997) may be applied to Indian apparel businesses targeted at Generation Y. The study’s findin

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Dr B Nayeema and Koka Sri Vijay Durgesh. "A Project Report on “A Study on Consumer Brand Loyalty and Purchase Behavior Towards One8’s Products”." International Journal of Latest Technology in Engineering Management & Applied Science 14, no. 6 (2025): 541–46. https://doi.org/10.51583/ijltemas.2025.140600059.

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Abstract: This research shows that consumer brand loyalty and purchase behaviour towards One8, a celebrity-led lifestyle brand endorsed by Indian cricket icon Virat Kohli. The research aims to explore how factors such as product quality, brand image, celebrity endorsement, and emotional connection influence consumer decisions. With the rise of celebrity-endorsed brands in India, One8 has emerged as a key player in the lifestyle and athleisure market, offering a diverse product range including athleisure wear, fragrances, innerwear, footwear, and fitness services. The study utilized a descripti

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Priyan, J. Vimal. "Brand Preference Towards Footwears." International Journal of Marketing Research Innovation 2, no. 2 (2018): 20–29. http://dx.doi.org/10.46281/ijmri.v2i2.213.

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The Indian Footwear sector is a promising one with tremendous opportunity for growth both in the international and domestic market. With low production cost, abundant supply of raw material, evolving retail system, buying patterns and huge consumption market, this sector is posed to grow to great heights. But this market is highly fragmented. The Unorganized sector dominates the industry posing a threat to the organized players. The Indian consumers have become more discerning these days. The double income stance, increased disposable income among the urban middle class, brand and fashion Cons

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Kukreja, Aditi. "Impact of Social Media on Brand Marketing." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem45165.

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ABSTRACT This research paper delves into the transformative impact of social media on brand marketing, with a particular focus on the beauty, fashion, and lifestyle sectors. It outlines the gradual transition from traditional marketing channels such as print and television to interactive, content-driven platforms like Instagram, TikTok, and YouTube. By analyzing the digital strategies of prominent brands including Rare Beauty, Kay Beauty by Katrina Kaif, Bastian by Shilpa Shetty, Huda Beauty, and the emerging Indian jewelry label Lufiténo, the study explores how these brands effectively use so

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H., R. Ganesha, and S. Aithal P. "Consumer Communication Deployment Tactics: An Integrated Framework for Lifestyle Brands and Retailers in India (CCF-LS)." International Journal of Applied Engineering and Management Letters (IJAEML) 4, no. 2 (2020): 1–21. https://doi.org/10.5281/zenodo.3971552.

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Though consumer communication and orientation is a collective responsibility of all the departments/functions across the organization, a majority of lifestyle brands and retailers in India believe that the consumer communication is the deliverable of a single department/function that is widely and erroneously tagged as Marketing Department. This belief is distracting them from understanding the long-term positive impact on consumer patronage and they continue to use high-cost advertisements as one of the major tactics for consumer communication. A single theory, model and framework of consumer

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Dr., T. Balaji. "A STUDY ON CONSUMER'S PREFERENCE AND MISBRANDING OF PATANJALI AYURVED LTD." International Journal of Scientific Research and Modern Education 3, no. 1 (2018): 6–9. https://doi.org/10.5281/zenodo.1146646.

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The Indian herbal market is flooded with numerous well-known and recognised herbal brands. Consumers of this millennium have become more concerned about their health and also inclined to maintain quality of life which is reflected through the preferential consumption of those products that protects the good state of their health as well as provide maximum satisfaction. In pursuit of a healthy lifestyle Indian have become more inclined to Ayurvedic or Herbal therapy as alternative healthcare for natural cure. The choice and usage of a particular brand by the consumer over the time is affected b

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K, Sasi Kumara, and Sadika Sultana M. "A Study on Consumer Awareness, Preference and Attitude towards Mall Culture with Reference to Coimbatore District." Journal of Management and Science 1, no. 2 (2011): 313–23. http://dx.doi.org/10.26524/jms.2013.36.

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The growth of integrated shopping malls, retail chains and multi-brand outlets is evidence of consumer behavior being favorable to the growing organized segment of the business. Space, ambience and convenience are beginning to play an important role in drawing customers. Malls, which are now anchored by large outlets such as Westside and Lifestyle and are resided by a lot of Indian and international brands, are also being seen as image benchmarks for communities. Various factors on which the Indian consumers base their choice of going to the shopping mall or the unorganized markets have been a

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Misra, Richa, Sonali Singh, and Renuka Mahajan. "An Analysis on Consumer Preference of Ayurvedic Products in Indian Market." International Journal of Asian Business and Information Management 11, no. 4 (2020): 1–15. http://dx.doi.org/10.4018/ijabim.2020100101.

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With the growing awareness of lifestyle diseases and risk related to chemical-based products, there has been an increasing interest in green/natural products. The purpose of this study is to analyze the recent surge in the growth rate of Ayurved Market and to explore factors that are driving or inhibiting the said pattern. The study will use descriptive statistics and exploratory factor analysis to understand the factor influencing the consumer perception of Ayurvedic products. The study will also investigate the relation between the demographic factors and preference for Ayurvedic products. T

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Habib, Sufyan, Nawaf N. Hamadneh, and Mohammed Arshad Khan. "Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis." Sustainability 13, no. 12 (2021): 6833. http://dx.doi.org/10.3390/su13126833.

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This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between t

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Thangamani. "Impact of Branding on Consumer Behaviour." Shanlax International Journal of Management 6, no. 3 (2019): 74–79. https://doi.org/10.5281/zenodo.2553781.

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Liberalization, globalization and privatization policies have not only improved the global position of the Indian economy but also affected the demographic trends, lifestyle and culture of the people by the various brands and its performance. The main objective of the study is to analyse the impact of branding on consumer behavior and its effect on the domestic industry.   Brand holds a great importance in consumer’s life. Consumer’s choose brands and trust them the way they trust their friends and family members to avoid uncertainty and quality related issues. Fashion in

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Macwana, Purvi, M. D. Gurjar, A. K. Makwana, K. C. Kamani, and M. C. Prajapati. "A Study on Ice Cream Brand Preference Survey for Youth of Anand City." Journal of Scientific Research and Reports 31, no. 7 (2025): 196–206. https://doi.org/10.9734/jsrr/2025/v31i73241.

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Ice cream consumption among urban Indian youth has surged due to lifestyle shifts and evolving preferences, yet brand loyalty and decision-making behavior remain underexplored. This study addresses the gap by analyzing youth-centric brand preferences in Anand City’s growing FMCG segment. This study investigates ice cream brand preferences and consumption habits among youth in Anand City. Conducted in January 2024, the research surveyed 100 respondents aged 15 to 30 using a web-based questionnaire. The demographic analysis revealed a predominantly young sample, with 79% aged 21-25, a slight fem

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Kriti, Ojha Sulekha Ojha. "A Study on Attributes and Buying Behaviour of Females towards Intimate Apparels." Journal Of The Textile Association (JTA) 85, no. 02 (2024): 1–7. https://doi.org/10.5281/zenodo.13303559.

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Lingerie as a product category now boasts a wide product range, with creative advances serving as theindustry's backbone. Consumers today have an array of options, ranging from fashion and styling to highend fashion. The fact that women fashion has always been reflected as advancements in society which isundeniable. And, as Indian women reach adulthood, the statement takes on added significance whendiscussing what they wear. Financial freedom is one of the top concerns for Indian women, particularlyin urban areas, and with it comes the opportunity to live a lifestyle that suits one's interests

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Verma, Meghna, and B. R. Naveen. "COVID-19 Impact on Buying Behaviour." Vikalpa: The Journal for Decision Makers 46, no. 1 (2021): 27–40. http://dx.doi.org/10.1177/02560909211018885.

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Executive Summary Pandemics like COVID-19 result in a disruption in the lifestyle and buying pattern of a consumer and adversely impact the global economy. Consumer purchase of country’s own brand and the products manufactured in their own country plays a vital role in the GDP of that country and help in revival of the country’s economy. This study focuses on understanding the factors that influence consumer’s buying behaviour and model these factors to understand the causal relationship using partial least square-structural equation modelling. An online survey which was carried out between 30

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Dr., Mohan S. Rode. "Emerging Challenging Face in Indian Banking." International Journal of Trend in Scientific Research and Development 2, no. 3 (2019): 2311–17. https://doi.org/10.31142/ijtsrd11669.

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Banks now a day's plan to lay greater stress on consumer banking in the coming years, with a view to achieve higher market penetration and profitability. Technology has paved way for expanding the horizon of consumer banking and has smartened up the said business of banking. In the pre liberalization days, banking was considered as a chore you would like to finish off as quickly as possible. Today, the scenario is totally different. Banks driven by the ever growing competition have improvised on existing features and created new facilities that are more customers friendly. Growing Indian m

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Misra, Richa, Sonali Singh, and Deepak Singh. "Analysing the Role of Consumer Ethnocentrism and Social Responsibility in the Preference of Ayurvedic Products." Management and Labour Studies 43, no. 4 (2018): 263–76. http://dx.doi.org/10.1177/0258042x18797752.

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Ayurvedic indigenous products have grown significantly in the Indian market and seized a large consumer base within a short span of time. There has been a growing sensitivity among consumers in India that the use of Ayurvedic products in routine lifestyle including food products, cosmetics and household activities leads to a healthier life. The present study attempts to understand the perception of consumer for indigenous Ayurvedic products. The study also attempts to identify the underlying factors that influence the purchasing behaviour of consumers. In total, 151 respondents from Delhi-NCR,

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Chaudhary, Shivani. "Analysing Symbiosis between Advertising and Discursive Practices through Celebrity Endorsement in Selected Indian Gaming Apps." English Language Teaching and Linguistics Studies 5, no. 2 (2023): p102. http://dx.doi.org/10.22158/eltls.v5n2p102.

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Popularity of gaming apps is gaining momentum across the globe. The locale of this paper is Indian scenario wherein the symbiosis of advertising and discursive practices has been gauged. The aim of this paper was to fathom the nuances of advertising praxis having celebrity endorsement as its locus. The paper uses Norman Fairclough’s Critical Discourse Analysis (CDA) as research methodology to analyse the linguistic (verbal and non-verbal) and ideological aspects of the selected eSports and Gaming advertising campaigns. A field survey was conducted on 500 college going students to study the imp

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Sonika Siwach, Sachin Datt, and Himadri Shekhar Dey. "Literature Review: Indian Consumers' Behavior towards Buying Fashion Apparel Online." International Journal of Latest Technology in Engineering Management & Applied Science 14, no. 4 (2025): 734–38. https://doi.org/10.51583/ijltemas.2025.140400085.

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Abstract: This review paper provides a comprehensive examination of the changing behavior of Indian consumers in the context of online fashion apparel shopping. With the rapid rise of internet penetration, smartphone usage, and digital payment infrastructure, India has witnessed a significant transformation in retail consumption patterns, particularly in the fashion segment. This review delves into the key factors influencing consumers’ online apparel purchasing decisions, including individual characteristics such as brand consciousness, price sensitivity, fashion awareness, and impulsiveness.

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Prof., Saniya Rafique Nachan. "A Study on Consumer Preference While Buying Luxury Products." International Journal of Advance and Applied Research 4, no. 19 (2023): 109–11. https://doi.org/10.5281/zenodo.8134126.

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Consumer preferences are subjective individual tastes, likes and dislikes, and predispositions measured by their satisfaction with those items after they have purchased them. This satisfaction is often referred to as utility. When you're building or marketing a product to your target consumers, you need to consider their personal preferences to get the best possible results. The Luxury market in India is growing rapidly and consumers are well aware of luxury brands and have observed their increase in marketplace visibility both at retail, through advertising and their exposure to othe

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Gupta, Kajal S., Milind L. Pardeshi, and Rajesh S. Hiray. "Cost variation analysis of commonly prescribed anti-diabetic drugs available in Indian market: a pharmaco-economic study." International Journal of Basic & Clinical Pharmacology 11, no. 1 (2021): 47. http://dx.doi.org/10.18203/2319-2003.ijbcp20214888.

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Background: Diabetes mellitus (DM) is a chronic metabolic disorder requiring lifelong treatment. Due to rapid expansion of urbanization, unhealthy diet habits and sedentary lifestyle, the incidence of DM is increasing. The chronic nature of DM causes significant personal suffering and economic difficulty to families. The was aimed at investigating the cost difference in various brands of the same oral anti-diabetic drug.Methods: The minimum and the maximum cost in rupees (INR) of a particular anti-diabetic drug manufactured by various pharmaceutical companies were obtained from current index o

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Limaye, Prof Anand N. "Z U D I O ' S D I V E S I N B L U E O C E A N." MET SRUJAN 01, no. 01 (2025): 125–32. https://doi.org/10.34047/sj/20251109.

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Zudio, a value lifestyle brand owned by Trent, has made a significant impact on the Indian retail landscape, particularly by focusing solely on offline stores and avoiding e-commerce—an unconventional approach in today’s digital age. Zudio has rapidly expanded across tier-2 and tier-3 cities, bringing modern retail experiences to underserved regions. Its strategy aligns with the Blue Ocean Strategy, which focuses on creating new market spaces and uncontested demand rather than competing in saturated markets (RedOceans). By positioning itself between Shein’s efficiency and Zara’s trendiness, Zu

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Bhargava, Sheela, and Parul Gupta. "Boat: the Indian startup scripts a revolutionizing growth strategy." Emerald Emerging Markets Case Studies 12, no. 2 (2022): 1–40. http://dx.doi.org/10.1108/eemcs-09-2021-0318.

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Learning outcomes The case will help learners to analyse how effective handling of an extended marketing mix of 7Ps (product, price, place, promotion, physical evidence, participants and processes) makes a startup profitable in its initial years of inception; understand the significance of the online marketing strategies like digital marketing and social media marketing implemented by firms to attain a competitive edge amongst established local and global competitors; examine the strategic challenges faced by a business enterprise while entering an emerging market; analyse the growth strategie

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Rath, Badal B. "Maruti Ertiga launch in India by new category creation." Emerald Emerging Markets Case Studies 3, no. 6 (2013): 1–8. http://dx.doi.org/10.1108/eemcs-08-2012-0147.

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Subject area Marketing. Sub subjects: customer segmentation, targeting, positioning and new product launch strategies. Study level/applicability This case can be taught at degree and master level management programmes including distance education mode in business schools having marketing management as one of the subjects. Case overview Maruti Suzuki a leading global Japanese car manufacturer recently launched a new multi utility passenger car with the brand name Ertiga. Ertiga was launched by Maruti Suzuki as life utility vehicle (LUV) using lifestyle categorization instead of using car catego

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Tripathi, Sameer Kumar. "The Rise of Indian Mall Culture and The Shopping Habits of the Middle Class." RESEARCH REVIEW International Journal of Multidisciplinary 8, no. 5 (2023): 160–65. http://dx.doi.org/10.31305/rrijm.2023.v08.n05.021.

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This paper looks at the rise of mall culture in India and how it has changed the shopping habits of people in the middle class. India's shopping scene has changed a lot in the last few decades, especially since modern shopping malls have opened in most of the country's big cities. These stores have become places where people go to relax, have fun, and shop. They meet the changing needs and wants of the growing middle class. The goal of this study is to find out what makes malls so famous and how consumer behavior in this age group is changing over time. The study is based on a thorough review

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Jaykumar, V. "Teenagers Perceptions of Retail Format in Shopping Malls: A study on Forum Mall and its Patronage in Bangalore." Atna - Journal of Tourism Studies 11, no. 2 (2016): 81–93. http://dx.doi.org/10.12727/ajts.16.5.

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The Indian retail market has grown at a double-digit compound annual growth rate over the last five years and was worth an estimated $554bn in 2011 and is expected to grow further. The Indian economy grew throughout the global downturn, with increasing consumer purchasing power bolstering the retail sector. Retailing is now the second highest contributor to India’s gross domestic product. (PR Newswire, New York, 2012)."Facebook, Twitter and more have become de rigueur rather than optional for centre marketers,"(Henry,Alison). “Centre owners and managers are also placing renewed emphasis on enh

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Dr., Aparna Goyal*. "TO STUDY AND EXPLORE THE CUSTOMER ATTITUDE TOWARDS SAFER NATURAL PRODUCTS QUALITATIVELY FOR FMCG FOODSECTOR ECO-BRANDINGIN INDIAN SCENARIO." INTERNATIONAL JOURNAL OF RESEARCH SCIENCE & MANAGEMENT 4, no. 7 (2017): 8–27. https://doi.org/10.5281/zenodo.824931.

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As a minimum requirement people need and want to see clearly the food's description, the brand, the use by/ best before date, and the price. Respondents know that words lie, pictures mislead, and marketers tell stories. Consequently, the overriding principle of the product description and food packaging is to let the product offer direct sensory evidence of its appearance and qualities. In the super market, the sight of food is the primary indexical evidence available to the customer. Transparency/visibility becomes an overriding goal in food packaging because it enables direct, sensory produc

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Kakkar, Shalini. "Psychographic Determinants of Organic Tea Consumption: An Empirical Study." Journal of Business Strategy Finance and Management 07, no. 01 (2025): 19–30. https://doi.org/10.12944/jbsfm.07.01.03.

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Indian consumers value the consumption of tea as a habitual and social concept. However, with increased health problems in society, a new variant of organic tea has emerged providing all with natural flavors. Organic tea consumption has grown multifaceted with rapid urbanization encompassing consumer health benefits, cultural alignment, and environmental sustainability leading to growth in usage and awareness. The organic food market landscape is in the early stages of growth hence the study will help explore consumers' attitudes, beliefs, and preferences in consuming organic tea. The study wi

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Krithika, S. "Human Resource Practices In The Organised Retail Sectors." International Review of Business and Economics 4, no. 2 (2020): 238–44. http://dx.doi.org/10.56902/irbe.2020.4.2.34.

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Indian organized retail market is growing at a fast pace due to the boom in the India retail industry. In 2005, the retail industry in India amounted to Rs 10,000 billion accounting for about 10% to the country’s GDP. The organized retail market in India out of this total market accounted for Rs 350 billion which is about 3.5% of the total revenues. Traditionally the retail industry in India was largely unorganized, comprising of drug stores, medium, and small grocery stores. Most of the organized retailing in India have started recently and is concentrating mainly in metropolitan cities. The

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Khare, Arpita. "How cosmopolitan are Indian consumers?: a study on fashion clothing involvement." Journal of Fashion Marketing and Management 18, no. 4 (2014): 431–51. http://dx.doi.org/10.1108/jfmm-05-2013-0066.

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Purpose – The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied. Design/methodology/approach – Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India. Findings – Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderate

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Kanaujia, Anurag. "Public Information Systems and Alternative Therapeutic Approaches for Cancer in India." Journal of Multidisciplinary Research in Healthcare 7, no. 1 (2020): 13–31. http://dx.doi.org/10.15415/jmrh.2020.71002.

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Background: Early detection can decrease incidences of mortality related to cancer in India. Primary tests at detection centres (generally established in urban areas and mobile facilities), need to be followed by specialized cancer centric tests. This leaves a gap for discontinuation of diagnostic process. Other factors like the prevalence of Complimentary and Alternate medicine systems (CAM), availability of mainstream healthcare services, cultural and social beliefs need to be understood for new formats for diagnosis and treatment to be devised for minimizing delay in cancer diagnosis.

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Mishra, Suman. "Looking westwards: Men in transnational men’s magazine advertising in India." Global Media and Communication 13, no. 3 (2017): 249–66. http://dx.doi.org/10.1177/1742766517734254.

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This study examines advertising content of four top-selling Indian editions of transnational men’s lifestyle magazines ( Men’s Health India, GQ India, FHM India and Maxim India) to understand how it constructs masculinity for upper-class urban Indian men. Through content analysis of advertisements, the study finds greater presence of international brands and Caucasian models than domestic Indian brands and Indian models. Male models often appear alone and in decorative roles as opposed to professional roles. The study discusses the emergence of class-based glocal masculinity that helps assimil

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Prof Nagunuri Srinivas. "The Role of Influencer Marketing in Shaping Brand Image." International Journal of Latest Technology in Engineering Management & Applied Science 14, no. 5 (2025): 915–21. https://doi.org/10.51583/ijltemas.2025.140500095.

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Abstract: It studies the specific context of Hyderabad market in evaluating the influence of influencers on structural to brand image. Influencer marketing is one of the most potent strategies of digital marketing that brands can use for reaching social media users by focusing on specific segments. The credibility that trusted influencers build with their audience has enormous power to sway public perception of brands. In the context of Hyderabad's unique marketplace, the study examines the impact of influencer marketing on the brand image along with changes in the consumer behavior process le

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Thomas, Renny. "Atheism and Unbelief among Indian Scientists: Towards an Anthropology of Atheism(s)." Society and Culture in South Asia 3, no. 1 (2016): 45–67. http://dx.doi.org/10.1177/2393861716674292.

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Taking into account the specific contexts and cultural specificities lends different meanings to categories like ‘atheists’, ‘agnostics’ and ‘materialists’, this ethnographic discussion of scientists shows the limitations of Western atheism to capture the everyday life of Indian scientists. The article argues that Indian atheism(s) need not be, nor is it actually, identical with the brands of Western atheism. By trusting ethnographic data, we see that atheistic scientists called themselves atheists even while accepting that their lifestyle is very much a part of tradition and religion. For the

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Lucky Mehta and Dr. Reenu Shukla. "Analysis of Multiple Marketing Strategies and their management in food and beverages brands in India." Journal of Advances and Scholarly Researches in Allied Education 21, no. 1 (2024): 62–66. http://dx.doi.org/10.29070/v0cfhm84.

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Over the years, the changing purchasing habits of Indian consumers have seen a tremendous transition. A better state of the economy, exposure to international media, travel abroad, the degree of urbanisation, educational attainment, and the introduction of new employment prospects in the service sector, such as in information technology. Some of the drivers include call centres and shopping that affects consumer habits. Due to economic changes implemented two decades ago, the middle class has grown significantly. In India, altering spending habits are occurring as disposable income rises. For

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Garg, Ankit. "A STUDY ON CONTEMPORARY STATE AND POTENTIAL OF FRANCHISING IN INDIA." International Journal of Engineering Technologies and Management Research 3, no. 11 (2020): 7–14. http://dx.doi.org/10.29121/ijetmr.v3.i11.2016.67.

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Franchise is an opportunity carrying huge growth potential, where an entrepreneur buys a proven business model and automatic recognition by paying a fee and a share in the revenue. To observe the current scenario of Indian Franchise, three prosperous brands i.e. Coffee day xpress, Goli vada pav, NIIT are studied thoroughly. The brands have been analyzed on various parameters i.e. investment, expected returns, presence, future business opportunity.. It has been found that more than 50 brands under a dozen of sectors are knocking on the doors of our country which includes foreign (Muffin Break,

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AGRAWAL, KANAK. "Customer Awareness and Satisfaction of Godrej Appliances in Chhattisgarh." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04367.

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Abstract: The Indian home appliance market has expanded rapidly, driven by rising incomes and changing consumer lifestyles. In this context, this study examines customer satisfaction and brand awareness for Godrej Appliances in Chhattisgarh. Using a mixed-methods approach, a structured questionnaire (with 63 respondents) was administered across diverse demographic segments, complemented by in-depth interviews. The survey covered product quality, performance, design, pricing, after-sales service, brand reputation, and overall satisfaction, along with measures of Godrej brand awareness and reaso

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Khare, Arpita, and Geetika Varshneya. "Antecedents to organic cotton clothing purchase behaviour: study on Indian youth." Journal of Fashion Marketing and Management: An International Journal 21, no. 1 (2017): 51–69. http://dx.doi.org/10.1108/jfmm-03-2014-0021.

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Purpose The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour. Design/methodology/approach Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India. Findings Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing

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Basu, Rituparna, and Neena Sondhi. "Nykaa: retailing decisions in an emerging market." Emerald Emerging Markets Case Studies 13, no. 2 (2023): 1–39. http://dx.doi.org/10.1108/eemcs-12-2022-0449.

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Learning outcomes By working through the case and assignment questions, students will be able to conduct a marketing environmental analysis to aid strategic decisions; analyse the first-mover advantages of a retail firm and how these can be sustained; comprehend online retail business models and the challenges therein; understand the trade-offs of online/offline retail experiences specific to an emerging market’s beauty and personal care sector; conceptualize and formulate actionable growth strategies that balance the individual and collective requirements of brick and mortar and retail e-comm

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Vijay, Dr S. "A Study On Impact Of White Goods Towards consumers Preference." Journal of University of Shanghai for Science and Technology 23, no. 12 (2021): 300–315. http://dx.doi.org/10.51201/jusst/21/121029.

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The market’s level of competition has risen as a result of the advent of the overseas white goods industry. With rising earnings, dual-income families, changing lifestyles, credit availability, greater consumer knowledge, and the introduction of new models by Indian and multinational companies, India’s consumer durable sector is riding the crest of the country’s economic boom. As the Durable market is growing rapidly, an understanding of the consumer behavior regarding the characteristic of consumers in influencing their buying behavior is crucial. Consumer requirements of Air-condition, Washi

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PRETHEESH, I. "STUDY ON WORKING CAPITAL MANAGEMENT RELIANCE RETAIL LIMITED." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem45741.

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ABSTRACT Reliance Retail Limited, a subsidiary of Reliance Industries Limited, is India’s largest and fastest-growing retailer, with a diversified presence across grocery, fashion and lifestyle, electronics, pharma, and e-commerce sectors. Established in 2006, the company has played a pivotal role in transforming India's retail landscape by leveraging its extensive supply chain, technological innovation, and customer-centric approach. Through strategic acquisitions, omnichannel retailing, and the expansion of private labels, Reliance Retail has established a robust pan-India footprint. Its int

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Kollabathula, Aravind and Ramchandra. "A STUDY ON RURAL MARKETING OF FAST-MOVING CONSUMER GOODS [MILK] PRODUCTS IN GUNTUR DISTRICT OF ANDHRA PRADESH." MULTILOGIC IN SCIENCE XIII, no. XXXXVII (2023): 833–35. https://doi.org/10.5281/zenodo.8111966.

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Fast Moving Consumer Goods (FMCG) also known as consumer-packaged goods are consumed every day by the average consumers and it has become part of everyday life for most of the urban and rural people, used up over short period of days, weeks or months and within one year. The items in FMCG include all consumables (other than groceries, pulses) and non-consumable that people buy at regular intervals. Since the past few years, the income of rural Indians is raising and their mindset to buy FMCG products are increasing rapidly with improving their lifestyle. With this improving interest of rural c

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Bhattacharjee, Anuradha. "Impact of “Cultural Imperialism” on Advertising and Marketing." Journal of Intercultural Communication 17, no. 3 (2017): 1–12. http://dx.doi.org/10.36923/jicc.v17i3.743.

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“Cultural imperialism”, a highly debated concept, refers to how an ideology or a way of life is exported from one country to another through movement of cultural goods. A major driver of cultural imperialism in the era of globalization, are large corporations, many of whom have their base in the United States. Viewed “as homogenizing forces”, these corporations through their global brands are known to sell the same tastes and styles along with their values and lifestyle to consumers throughout the world. Because there is controversy over whether global media industries create uniform desires a

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B., Madhan Kumar, and Bhavadharani N. "FOOTWEAR EXPORT PERFORMANCE IN INDIA." International Journal of Scientific Research and Modern Education (IJSRME) 7, no. 1 (2022): 121–24. https://doi.org/10.5281/zenodo.6805746.

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The Indian Footwear Component sector has exported from India are for Children, Gents and Ladies includes: Leather Shoe uppers, Leather Sandals Uppers and Leather Boot Uppers. The changing lifestyles and increasing affluence, domestic demand for footwear components is projected to grow at a faster rate than has been seen. There are already many new domestic brands footwear and many foreign brands such as Nike, Adidas, Puma, Reebok, Liberty, Bugati  etc. have also have been able to enter the market. One of the major factors for success in niche international fashion market is India’s

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