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Shenoy, Veena
- E-Word of Mouth and Buying Patterns of Consumers: A Thematic Analysis
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Authors
Affiliations
1 Assistant Professor, ISBR Business School, Bangalore, Karnataka, IN
2 Student, MBA, Bangalore University, ISBR Business School, Bangalore, Karnataka, IN
3 Student, MBA, Bangalore University, ISBR Business School, Bangalore, Karnataka
1 Assistant Professor, ISBR Business School, Bangalore, Karnataka, IN
2 Student, MBA, Bangalore University, ISBR Business School, Bangalore, Karnataka, IN
3 Student, MBA, Bangalore University, ISBR Business School, Bangalore, Karnataka
Source
Drishtikon: A Management Journal, Vol 11, No 2 (2020), Pagination: 15-22Abstract
Purpose: The purpose of current study is to examine the factors influencing E-word of mouth and to examine the impact of E-word of mouth on buying patterns of consumers towards the product “Samsung 7 in 1 (32cm) HD LED Smart TV”. Methodology: This study is qualitative in nature. Inductive reasoning method is used with 148 data points from Amazon and Flipkart for the product “Samsung 7 in 1 (32cm) HD LED Smart TV”. This is based on customer reviews and a content and thematic analysis has been made created on these reviews to understand the factors influencing E-word of mouth and its impact on buying pattern of consumers. Multiple reviews were observed using qualitative research to obtain a comprehensive description of the product. Findings: Based on the content and thematic analysis seven attributes were considered vital factors for E-word of mouth. The factors of E-word of mouth are product, price, place, promotion, packaging, installation and warranty. As per the current study product, price, place, promotion, packaging, installation and warranty are factors influences consumers on their buying patter of proposed product in this study. Managerial Implication: The 80:20 rules of marketing projects that 20% of your existing customers are happy and satisfied with your product and services, they will create 80% of your future business. This can be positive when customers have positive experience with products and services provided by Marketer. Hence more focus as to be given for the factors mentioned by customers regarding products and services as it will have impact on buying pattern of consumers. Originality of Value: More focus should be given to the reviews which has negative influence towards product proposed. Hence marketers can work on these factors and can improvise their product and brand. It also has various impacts on productivity, revenues and brand image of the organization.Keywords
E-word of Mouth, Buying Pattern, Consumers, Content Analysis, Thematic Analysis
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- Quality Management Systems - Need and Implementation Barriers for MSMEs in India
Abstract Views :219 |
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Authors
Affiliations
1 FPM Scholar, ISBR Business School, Bangalore, Karnataka, IN
2 Managing Director, ISBR Business School, Bangalore, Karnataka, IN
3 Assistant Professor, ISBR Business School, Bangalore, Karnataka, IN
1 FPM Scholar, ISBR Business School, Bangalore, Karnataka, IN
2 Managing Director, ISBR Business School, Bangalore, Karnataka, IN
3 Assistant Professor, ISBR Business School, Bangalore, Karnataka, IN
Source
Drishtikon: A Management Journal, Vol 12, No 2 (2021), Pagination: 31-50Abstract
This exploratory research studies the barriers for implementation Quality Management Systems in MSME Organisations in India. The key stakeholders identified for MSMEs are Leadership, Workforce, QMS and BE Practitioners and Customers. The methodology adopted is a Qualitative Analysis by Questionnaire followed by General Inductive approach. The study identifies Industry specific ISO certifications are valued by Customers and MSMEs. QMS is valued as important for defining processes, structured approach to work and organisational success. QMS enables Organisational Performance and Results, Growth and Sustainability, enhances Customer Focus, informs Leadership for right actions, supports employee engagement, performance, and growth, improves Quality and Reliability, helps to continually maintain, and improve processes, and makes organisation efficient and effective. Technology, Innovation, Organisation Knowledge, Transparency and Risk Management are also supported by good QMS Implementation. The constraints are improper Top management Commitment, QMS awareness, focus and implementation, Workforce reluctance, skills and knowledge, resources, Government support, Customer buying patterns, expensive Technological tools and lack of Innovation and new Products.Keywords
Quality Management System, ISO 9001, Business Excellence, MSMEs, IndiaReferences
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