Abstracts of Papers

Volume 1, No. 1

January- June 2007

Paper Title : Benchmarking Retail Stores: A DEA Approach
Author(s) : Rohita Kumar Mishra, Gokulananda Patel
Abstract
Rapid growth of retailing in recent years and upcoming many new firms in India has necessitated for benchmarking. The paper deals with study of benchmarking in retailing and compares the performance of some selected retail stores. This study is an application of Data Envelopment Analysis (DEA) to benchmark the retail stores. The analysis has found that only sales cannot increase the efficiency of a retail store
.......................................................................................................................................

Paper Title : Efficient Consumer Response: A Collaborative Process Between Manufacturers and Retailers to Deliver Value to Customer
Author(s) : Sanjay Kumar Kar
Abstract
This is a conceptual paper directed towards understanding application and benefits of ECR in India. The basic objective of ECR is to fulfill consumer wishes better, faster and at less cost. Therefore, both demand side and supply side holds key to achieving the objective of ECR. In practice it is well studied and documented that the retailers and manufacturers are able to reduce unnecessary distribution cost, minimize stock out and increase customer satisfaction. The collaborative marketing relationship in the form of ECR and Category management is helping the retailers and manufacturers to serve the customer better. ECR concept is relatively new to India; hence considerable amount of academic and industry level research is desirable.
.......................................................................................................................................

Paper Title : Concept of a MALL: Measuring attitude and perception of shoppers towards the malls of Mumbai
Author(s) : Dwarika Prasad Uniyal , Amrita Venkateswarlui
Abstract
“Malls” as a concept is still not very clear in the minds of the Indian shoppers. Recalls are dominated by mega-stores like Shoppers’ Stop and Lifestyle rather than actual malls like Crossroads or High StreetPhoenix. In order to make people appreciate the benefits of a mall, it is important for the mall owners to make shoppers realize the difference between malls and other existing formats in the retail industry. With so many malls opening up all across India, it is imperative for the Mall developers to choose their catchments area, anchor stores and positioning platform judiciously and know their target segments’ attitudes and behaviour towards them.
“Shopping is my hobby, everyday I come to the Mall to see something new” (Graham, 1988, p.6)
“In truth, I don’t go to the malls to shop. Sure I might buy something, but it’s not opportunity or need that brings me to a mall: it’s the glitter and glitz, the chance to mingle. A good mall is like a good man: it offers entertainment, excitement and enlightenment. (Gershman, 1988, p.43)
.......................................................................................................................................

Paper Title : Identifying A 'Low-Threshold' Consumer During Complaint- Resolution: A Conceptual Model in Subliminal Stimuli with Extrapolation to High-Involvement Products
Author(s) : Gunjeet Kaur
Abstract
This paper focuses on the importance of the perceptual process during an interactive complaint-resolution through which the ‘low-threshold’ consumer can be identified and suggests a new version of subliminal stimuli which can be used to identify a ‘low-threshold’ consumer. The forms of subliminal stimuli presented in the paper are conceptually different from the normally acceptable meaning of subliminal stimuli. The suggestions regarding the identification of a low-threshold consumer through ethical subliminal stimuli stimulation have important implications for defensive marketing strategy and relationship marketing, in particular the CRM
.......................................................................................................................................

Paper Title :The Challenges of Mass Customization on Emerging Markets
Author(s) : Steven Frumkin, Samuel Bradley, Siddhartha Hegde
Abstract
This paper details the importance of mass customization for the producers and marketers of apparel and how increasing competitive pressure requires the production of products that meets individual customer’s needs while providing them at a cost lower cost than similar mass produced items. The paper looks at the impact on manufacturers in terms of the capital investment costs to provide mass customized products along with discussing the IT and communications infrastructure requirements to effectively support the demanding communications systems needed
.......................................................................................................................................

Paper Title :Extraordinary Business Results - Thro’ Holistic Marketing
Author(s) :
Abstract
The illiterate of the 21st Century will not be those who can’t read and write, but those who cannot learn, unlearn and relearn. - Alvin Tofler

Imbibe the priceless lessons from this superbly simulating volume, Marketing Genius (Wiley India, 2006) by Peter Frisk, renowned strategic marketing guru and international business consultant with enviable track records in British Airways, American Express, Coca Cola and Microsoft! Every page is a provocation, challenges conventional thinking and is inclusive in the sense that it integrates the learnings from frontier areas in technology, psychology, sociology, all garnished with plain common sense.
.......................................................................................................................................

Paper Title :Current and Emerging Models in Food Retail—An Indian Look
Author(s) : Garima Dhamija
Abstract
Food and grocery is an exceedingly important element of the retail trade, due to the sheer size of consumer spending. This fragmented retail structure has also resulted in lack of investment in the supply chain, leading to negligible processing at source, inefficient storage and transportation of food products, wastage and value loss, and high cost of distribution. The study intends to enable the retailers looking at entering the Indian market to understand the retail format by setting up a supply chain for local produce, both as a foundation store for a future retail business, as well as to create goodwill for themselves amongst the Indian polity.
......................................................................................................................................

Paper Title :The Indian Retail Story – Reaching The Housewife
Author(s) : Preeti Reddy, Priyadarshini Narendra
Abstract
Organized retail is poised to be a significant player in the Indian marketplace in the time to come. However, the purchase and consumption habits of the Indian consumer are factors to be considered by players entering this arena. The study is a step towards gaining a better understanding of the Indian consumer. The study covers seven consumer lifestages, from schoolgoing children to retired individuals, ensuring that those Indians who have grown up in a liberalized India are covered by the study as much as those who grew up in ‘License-Raj’, and even those who were born in Colonial India. It provides insights into spending on 100+ categories including emerging categories like branded jewellery, gaming, Internet, mobiles and many more.
......................................................................................................................................