Academic journal article ASBM Journal of Management

From the Desk of the Editor-in-Chief

Academic journal article ASBM Journal of Management

From the Desk of the Editor-in-Chief

Article excerpt

Change is the only constant, and it is more so in market dynamics. The pace of change is much faster in business environment. Consumers and their preferences have undergone sea change in the last one decade. Organised retail has more or less stabilised in respect of market growth and has taken a shape to a large extent. Sharma & Gautam, in their paper "Changing retail store dynamics - A study of the consumer durable market in South Africa" have attempted to explore the effect of retail formats on the customer buying behaviour in the consumer durable market with special reference to Johannesburg, South Africa. The findings have thrown several interesting results for strategising retail.

Customer preference is largely influenced across culture by the world becoming a global village. The customers have become highly selective towards brands in the mall. They also differentiate by using several evaluative criteria. In fact, the image of the store plays a critical role in attracting customers at the first instance; but subsequently, comparison based on several other factors of consumer preference comes to play. In an interesting study, Justus and Pevinson have tried to identify the dimensions of store image in apparel buying, and based on those dimensions, the authors have developed a scale to measure store image for buying apparel.

Of late, the concept of online shopping has become very popular among the new generation, though it has not undermined the popularity of the physical stores. Of course, streamlining of supply chain is quite essential for penetration in the rural areas. Kar & Pal have studied the factors that affect adoption of online shopping.

The brand and its dynamics have always been an important marketing strategy. Though commodity pricing attracts consumers, a large number of them in specific strata are highly brand conscious. Padmanabhan & Chandirasekaran have done extensive literature review and thrown a conceptual model on brand extension strategy.

To quote Prof. C. K. Prahalad from his book 'The Fortune at the Bottom of the Pyramid - Eradicating Poverty through Profits', the real unexplored opportunities are in the rural market. Ajith has examined the role of RUDI Multitrading Company Ltd. (RUDI) in generating higher income for small and marginal women farmers. …

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