Academic journal article IUP Journal of Marketing Management

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Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

This issue contains four papers covering various facets of marketing, including a study on the key factors affecting customer satisfaction, drivers for purchasing non-deceptive pirated products, factors influencing online shopping and a literature review on the country of origin.

The first paper, "Key Factors Affecting Customer Satisfaction with Iranian Retailer Stores: Evidence from Hypermarkets and Supermarkets", by Alireza Fazlzadeh, Samira Sahebalzamani and Babak Sarabi, measures the key factors that influence customer satisfaction, which may be useful in analyzing various factors like shopping frequency of customers and value of their purchases that plays a pivotal role in customer satisfaction. The authors conclude that hypermarkets and supermarkets must be more customer-oriented.

The second paper, "Understanding the Drivers for Purchasing Non-Deceptive Pirated Products: An Indian Experience", by Tejash Pujara and Sushil Chaurasia, studies the drivers for purchasing non-deceptive pirated products and found 'price' to be a major criterion for identifying pirated products; a few other non-price drivers which induce consumers to buy such products were also found. The study also found the impact of demographic characteristic of respondents on the importance attributed to different drivers. Apart from 'price', 'quality' was found important for consumers buying counterfeit products. …

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