https://www.i-scholar.in/index.php/ijom/issue/feed Indian Journal of Marketing 2023-12-01T13:47:19+00:00 Satya Gilani editor@indianjournalofmarketing.com Open Journal Systems <p>Indian Journal of Marketing (indexed in Scopus, Indexed in ABDC Journal Quality List (Rating : C)) is a double blind peer reviewed refereed monthly journal, which is being published since 1968. It is an authentic research publication dealing with the following topics: marketing, advertising, consumer behaviour, sales management, advertising &amp; promotion management, marketing strategy, customer loyalty, marketing segmentation and targeting, customer value modelling, business information systems (MIS), business law, communication, direct marketing, e-commerce, global business, marketing research, marketing theory &amp; applications, office administration/management, retailing, sales/selling, services, online branding, strategic use of IT, multichannel marketing, digital marketing, social media and social networks, viral marketing, mobile marketing, direct and interactive B2B marketing, and agricultural marketing among others.</p><p>Being a continuous medium of marketing education, it enjoys the readership of academicians, students, and marketing managers from top B-schools, universities, and colleges in India and abroad. Its objective is to disseminate knowledge, which ensures good practice of professional marketing. By encouraging research and thinking, it attempts to contribute to a better perception of marketing theories, its framework, resources, structures, systems, processes, and performance of organizations. Its focal point is on research and reflections relevant to academicians and practicing managers.</p> https://www.i-scholar.in/index.php/ijom/article/view/223625 Purchase of Unit Linked Life Insurance Policies: The Role of Agents’ Relationship-Selling Behavior 2023-12-01T13:42:25+00:00 Savitha Basri savitha.bs@manipal.edu Ankitha Shetty ankitha.shetty@manipal.edu <p><strong>Purpose :</strong> The objective of this study was to understand the influence of relationship-selling behavior on the selection of life insurance products.</p><p><strong>Methodology :</strong> Quantitative data were collected from 542 life insurance policyholders in Karnataka by adopting a cross-sectional survey methodology.</p><p><strong>Findings :</strong> Multinomial logistic regression model estimated the channel of distribution (individual agents), trust, interaction intensity, information sharing, and income to influence the selection of life insurance products.</p><p><strong>Practical Implications :</strong> Insurance companies should revamp corporate culture that stresses the interests of the customers over that of agents and curtail adaptive sales practices of agents who sell complex products that do not cover customers’ insurance needs. The promotion of customer-oriented ethical sales behavior focusing on trust, information sharing, and higher interaction intensity is the need of the hour. Efforts should be made to counter systemic short-termism and educate customers on the necessity for long-term investments instead of surrendering the policy where they lose the entire investment. Given that the quality and frequency of insurance agent–customer interactions play a major role in investor decision-making, agents are expected to be responsive and offer personalized inputs to facilitate the purchasing process.</p><p><strong>Originality :</strong> The current study added to the body of evidence supporting the relevance of relationship-selling behavior in the context of ULIPs. It also demonstrated the advantages of the corporate agent (bancassurance) model in not marketing complex products such as ULIPs.</p> 2023-11-01T00:00:00+00:00 https://www.i-scholar.in/index.php/ijom/article/view/223626 Effect of Negative Customer Experience and Negative Confirmation on Electronic - Word of Mouth : A Case of Food Delivery Apps in India 2023-12-01T13:42:57+00:00 Pardeep Bawa Sharma pardeep.e9064@cumail.in Rasna Pathak rasna.usb@cumail.in Diksha Ahuja rasna.usb@cumail.in <p><strong>Purpose :</strong> The present study explored a broad customer experience-disconfirmation-engagement framework by testing the effect of negative customer experience and negative confirmation on electronic word of mouth using customer engagement. The fact that negatively valenced customer engagement was seldom tested in such frameworks induced us to explore its effects.</p><p><strong>Methodology :</strong> Data were collected from 329 respondents against “negative customer experience,” “negative confirmation,” “negative customer engagement,” and “negative electronic word of mouth.” A two-step methodology was used wherein the measurement model was evaluated with the help of confirmatory factor analysis (CFA). After that, the proposed model was tested using structural equation modeling (SEM) using IBM SPSS AMOS 22.0. Bootstrapping was used to test the mediation effect.</p><p><strong>Findings :</strong> We found that negative customer experience and disconfirmation significantly affected negative customer engagement, which in turn significantly affected electronic word of mouth. The results also showed that negative customer engagement mediated between both negative disconfirmation and electronic word of mouth and negative customer experience and electronic word of mouth.</p><p><strong>Practical Implications :</strong> It was recommended that service managers should fill voids that pertain to the link between negative customer engagement and what may come thereafter. It would reduce the number of brand switchovers and lessen the dilution of service value.</p><p><strong>Originality :</strong> It investigated how negative customer engagement occurs in online service relationships, a construct that has never been employed in the customer confirmation–customer experience–word-of-mouth paradigm.</p> 2023-11-01T00:00:00+00:00 https://www.i-scholar.in/index.php/ijom/article/view/223627 Examining Online Grocery Purchase Intentions through an Extended TAM Framework : A Mediation Analysis Approach 2023-12-01T13:43:31+00:00 Kala Mahadevan kalamahadevan11@gmail.com Krunal K. Punjani profkrunal@gmail.com Sujata Joshi sjoshi@sidtm.edu.in <p><strong>Purpose :</strong> The present study has attempted to extend the TAM framework for online grocery shopping (OGS) by adding convenience (CON) and subjective norms (SN) as exogenous constructs and examines direct and sequential mediation among CON, SN, perceived ease of use (PEOU), perceived usefulness (PU), attitude toward (ATT) OGS, and online grocery purchase intention (OGPI).</p><p><strong>Methodology :</strong> This study proposed a conceptual model for OGS, for which data from 453 respondents across India were collected. Furthermore, this study employed a sequential mediation approach and tested the proposed constructs’ direct relationships.</p><p><strong>Findings :</strong> This study revealed that CON significantly impacted PEOU and PU, while PEOU significantly influenced PU and ATT. SN also influenced PU. Additionally, PU significantly affected ATT, and ATT influenced OGPI. Moreover, PU and ATT as sequential mediators significantly affected the relationships among SN–OGPI, PEOU–OGPI, and CON–OGPI, out of which complete mediation was found for PEOU–PU–ATT–OGPI, and the other two were partial mediation. Furthermore, CON–PEOU–ATT–OGPI was also found to have partial sequential mediation. This study added to the literature on OGS by extending TAM with SN and CON, a hitherto under-researched area in this domain.</p><p><strong>Practical Implications :</strong> The study had practical implications for e-retailers. Grocery e-retailers need to focus on the CON aspects of consumers. Additionally, website design characteristics need to be focused on, which in turn would have an impact on the PEOU of the website, which would favorably impact consumer ATT OGS.</p><p><strong>Originality :</strong> This study sought to address a critical gap in the research literature on OGS by examining the collective impact of SN and CON on the TAM constructs.</p> 2023-11-01T00:00:00+00:00 https://www.i-scholar.in/index.php/ijom/article/view/223628 Strategies for Channelizing Women Artisans as Entrepreneurs and Marketing of Handicraft Products : An Empirical Study 2023-12-01T13:47:19+00:00 Uma Shankar Yadav usyadav@mnnit.ac.in Ravindra Tripathi ravindra@mnnit.ac.in Mano Ashish Tripathi manoashish@mnnit.ac.in Parmod Kumar parmod.kumar@cumail.in <p><strong>Purpose :</strong> The study aimed to identify women’s entrepreneurship in the handicraft sector, suggest marketing strategies, and develop strategies for sustainable development and capacity building of women in this sector. When the world suffered during the COVID-19 pandemic, Indian migrant workers in other countries returned to their home countries because of job loss or cost-cutting by industry owners. In that situation, women in the handmade industry emerged as new entrepreneurs.</p><p><strong>Research Design/Methodology :</strong> We used the descriptive research method for this study. The data were examined using a stratified random sampling technique and related tools and software, notably SPSS. The correlation and ANOVA statistical procedures were used to test the hypotheses.</p><p><strong>Findings :</strong> Based on the data analysis and discussion, we discovered that strong methods for promoting the handicraft industry and women’s entrepreneurship could be devised to address the entrepreneurial dilemma. During a pandemic, this industry should have its own set of supported packages.</p><p><strong>Implications of the Research :</strong> Managers, legislators, and societal progress all profited from this. The handicraft industry was established to provide jobs for women living in rural and semi-urban areas. Our research was conducted using a trim-level sample size; therefore, it was unconstrained. By promoting fairness, marketing equilibrium, and diverging marketing economies for inclusive development, the growth of the handicraft industry improved sustainability.</p><p><strong>Originality :</strong> This study focused on women-led handicraft businesses in Indian and global marketplaces. This study was the first to include new and robust strategies.</p> 2023-11-01T00:00:00+00:00