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MANAV RACHNA INTERNATIONAL UNIVERSITY
Changing Consumer Buying Behavior of Baby Care Products: Trend Analytic Study
Synopsis
Submitted in partial fulfillment of the requirement for the Doctorate Degree in Management
By
NEHA WADHAWAN
(13/PhD/32)
Under the Supervision of
Dr. AMIT SETH(Professor, Faculty of Commerce and Business Studies)
Manav Rachna International University,
Faridabad(Haryana)
Faculty of Management Studies
MANAV RACHNA INTERNATIONAL UNIVERSITY,FARIDABAD, HARYANA
1
CERTIFICATE
This is to certify that the short synopsis entitled “Changing Consumer Buying Behaviour
of Baby Care Products: Trend Analytic Study” by NehaWadhawan, submitted in
fulfillment of the requirement for the Degree of Doctorate of Philosophy in Management
under Faculty Of Management Studies of ManavRachna International University
Faridabad during the academic year 2017 is a bonafide record of work carried out under my
guidance and supervision.
Dr. Amit Seth (Supervisor)
Professor
Faculty of Commerce and Business Studies
ManavRachna International University
2
TABLE OF CONTENTS
S.No. TOPICS Page.No.
1 Abstract 4
2 Introduction 5
3 Literature Review 9
4 Research Gap 13
5 Objectives of the study 14
6 Hypothesis of study 15
7 Research Methodology 16
8 Limitations 17
9 References 18
3
ABSTRACT
New opportunities and challenges would be experienced by retailers due to emerging
importance of in-store technological solutions and tech-savvy consumers using more of smart
devices and social networks. Changes have been brought to the retail environment which has
affected not only retailers but also product suppliers and consumers. Retail industry is
undergoing a drift from traditional retailing to omni-channel or multichannel retailing.
Perceiving and understanding all things, customers are using their own data and experience to
guide their own future experiences. The deployment of technology in retail has further
narrowed the traditional online and physical dichotomy. The focus is diverting from use of
channels to the interaction between customer and brand.
Though very challenging, yet it is important to have an understanding of buying behaviour of
consumers so as to know what they do (or don’t do) and the reasons behind.
Since, every human being is different from another it is not possible to relate basic rules of
consumer buying behaviour with buying decisions of all buyers.
The focus of the study will be to discover the gradual change proliferating in consumers’
buying behaviour from traditional physical outlets to online shopping, using internet as a
medium, particularly for baby care products.
The objective of the study revolves around having an understanding of the mode of buying,
affect of technology on buying decisions and to dig on the factors influencing change in
buying behaviour of consumers along with their most preferred mode of payment.
[Key words: Consumer buying behaviour, retailing, tech-savvy, interaction, internet,
payment.]
INTRODUCTION4
With the technological progression, more and more consumers are getting tech-savvy and are
trying to introduce their technological experience in most of their daily operations.
One of the major concerns of consumers has always been shopping.Shopping is no more a
need based activity nowadays. People do it for fun, experience and outing. Technology is
providing good opportunities to both seller and to the consumer to reach each other in more
faster, convenient and economic way.
Many people are opting for online shopping nowadays. In fact, the industry is exploding with
years, due to the potential benefits it is proving to the consumers. But at the same time,
buying products from traditional brick and mortar stores is still continuing. Some people are
sticking to this traditional mode of shopping and they have their own reasons connected to it.
Traditional shopping enables consumers to examine and feel the product before they
exchange the ownership of productsand money. There are people infact who go for both
online and offline shopping experiences.
The study intends to discover how change is coming in the buying behavior of consumers
from traditional physical market to online shopping experience through internet with focus on
baby care products.
Consumer BuyingBehaviour
Before understanding this industry in depth, it is important to understand who is a consumer
and what does the word consumer behaviour means?
A consumer is referred to any person who purchases a good or a service for his end
consumption, from the products available in the market. A consumer buys a particular
product according to his need, taste and affordability. But a lot of other factors also have an
influence on the decision making of a buyer.
A consumer buying behaviour has evolved as a part of Consumer behaviour (an area of
study),which explains how a consumer behaves during a purchase?, what factors influence
him and how he goes through the various stages of buying process before purchasing a
product or service for his or her end consumption or use.
According to the researcher, Consumer buying behaviour refers the following:
Purchase behaviour of the consumer
5
Use and role of technology while or before making a purchase
Mode of payment during the purchase.
Buying preferences (taking into consideration online or traditional retail formats)
Factors influencing buying decision.
Baby Care Market
“The term baby care may conjure up images of bibs and blankets, but the baby care market,
as defined by research company Euromonitor International, ranges all the way from products
for newborns to those aimed at children under 11 years old.”- www.CosmeticsBusiness.com,
article on Children’s market – doing it for the kids, 19-May-2011.
According to the researcher of the study, Baby care refers to the products which are necessary
for the hygiene and taking baby’s personal care.
For thepast few years, mothers have become more and more career oriented and leading a
very busy lifestyle. They don’t seem to compromise on any of their role. Therefore, in desire
to create a balance or to be a perfect mother, they are constantly looking for options which
could relieve them and at the same time prove to be better sources for their kids.
Baby products market is on a tremendous growth stage nowadays. Products available are
hitting the necessary needs as well as generating market driven needsamong new parents by
not only easing their role as new parents but also fulfilling basic necessities of new one in
best possible ways.
Global Baby Care Products Market
The overall baby care market comprises of baby personal care products like hair care, skin
care products, toiletries and baby convenience and safety products. Out of all these, baby skin
care and toiletries contribute maximum in elevating the market share and contributing
revenue to the overall global baby care products market and are expected to expand further.
The prime factors fuelling the growth of this segment include increase in the disposable
income of people, increase in birth rate particularly in developing countries, rise in personal
care and health care expenditure, increase in female workforce, more awareness among
6
consumers about sanitation and hygiene, improvement in lifestyle and consumption patterns
and many other factors related to urbanization.
However some of the factors posing challenges for the baby care market players are:
a. Strict regulations on companies to incorporate and use environment friendly materials
in manufacturing baby products, particularly baby diapers.
b. Providing good quality, non-toxic and skin friendly products to the consumers.
c. Ensuring the easy availability of products at affordable price.
d. High product manufacturing, development and innovation cost leading to high pricing
of the products.
e. Huge expenditure on mandatory clinical trials and procedures to make sure that the
products are fit for humans.
f. New entrants are finding it difficult to penetrate the market and are facing high entry
barriers and challenges particularly in baby skin care products in comparison to baby
toiletries.
g. Huge investments required for Research and Development.
Some of the major players of the global baby care industry include Procter and Gamble,
Kimberly Clark corp., Avon, Avent, Johnson and Johnson, Aveeno, L’Oreal Paris, Pigeon,
Nivea, Natura, Oral B Laboratories Ltd., Unilver and others.
Europe, Middle East and Africa (EMEA) proves to be the major and largest markets of global
baby care industry and are expected to remain as leaders during the fore coming years. Asia
pacific comes on a second position as a largest market for these products.
The rise in economic development, change in the lifestyle of consumers due to increase in
disposable income, huge underpenetrated market and many other factors provide ample scope
for further expansion of this baby care products industry at global level.
Baby Care Market in India
7
The estimated market size of baby products was around INR 15-25 billion in year 2012 and
online market for the products was around INR 1.0-1.2billion out of this. According to
experts, it is expected to boom and rise at the rate of 13.66% CAGR(Computed Annual
Growth Rate) in the years ahead. Whereas, the estimated growth in the number of babies of
age group 0-5 is up to 135 million by 2020.
Despite of uneven and unorganized nature of some of the baby care segments, like apparel,
toys and accessories, ethical nature is still prevailing in segments like skin care, Hair care and
food powered by few organized players.
Additionally, market is prevailing with huge demand and supply gap, creating scope for the
players to serve the segment better. The industry is also comingaccoss problems like scarcity
of raw material and risk from cheaper substitutes.
With the increase in the disposable income of average consumer base, adoption of organic
products, increased awareness of new and advance products, growing birth rate, increase in
tech-savvy consumers, modern retail concepts, increase in rate of working women, Indian
baby care market is getting powered up.
8
REVIEW OF LITERATURE
“Indian consumer is changing- more connected than ever, more tech-savvy and better
equipped to benefit from an ever-changing market” – According to the research report of CII
and Nielson India (2012) titled ‘Emerging consumer demand: Rise of the small town Indian’.
Literature Review: Purchase behavior of consumers
Kanchan, Kumar, & Gupta(2015) analyzed that consumers are turning up more opportunistic
these days. They bend to accept changes and look for new and better benefits they can obtain
from online retailers. There is huge growth in online sales, but to grab full potential of online
medium, businesses need a better understanding of their potential consumers, their demands,
reasons to buy online and the strategies to convert physical buyer into online buyer
Singh, Katiyar & Verma (2014) discussed about the ability of the retail environment to
convert consumers into buyers. Their research studied the impact of store atmospherics and
store layout on consumers buying behavior.
Deliya & Parmar(2012) concluded thatconsumer buying behaviour is highly affected by the
packaging of the product and its various elements like packaging colour, image, packaging
material, type and design of wrapper, font style, creative and many others.
According to white paper report from Confederation of Indian Industries (CII) and Nielson
India, titled ‘Emerging consumer demand: Rise of the small town Indian’- (2012), the
consumption pattern of small town India is drastically changing. Number of factors like hike
in disposable income, increasing awareness among youth, their corresponding high
aspirations, whereas increase in urbanization and advancement are leading factors of this
development.
9
According to the study of Sinha, Gokhle, & Thomas(2012), the different retail formats
including online retailing has affected the consumer buying behaviour .The diverse nature of
India, as a country is proving to be opportunistic to these retailers.
Consumer before doing any purchase undergo an extensive research process of gathering
information from numerous sources like family, friends and other channels of
communication. Retail is a growing sector in India and number of factors like price, product
features, brand, promotion, distribution channels, sales promotion techniques and other forms
of communication be a part of evaluation criteria. The focus of the study by researchers
Gupta &Mittal(2011) was more on consumer perception towards different retail formats
particularly in Haryana and NCR.
According to Melao (2008), electronic business in 1990s emerged as a core factor to
revolutionize the mode of interaction between customers, suppliers, retailers, employees and
other people of the organization.
Abel (2003) discussed in his paper through his research studies that there is a strong
association of systematic framework or mechanism of online services with human behaviour.
Therefore, innovation of e-commerce has greatly affected the buying behaviour of consumers
along with bringing change in market place.
Literature Review: Online shopping
Retailers Association of India- A.T. Kearney’s report on ‘Retail in the Era of connected
consumers’ (2016) is focused on the perspectives of Indian retailers and businesses who
want to move along with today’s tech-savvy consumers and understand their needs and create
winning strategies. The advanced connected retail and the intense shift in consumer’s
interface with retailers and businesses during their purchase decision is the result of digital
transformation. The study also discussed the steps to win in connected retail, along with key
capabilities.
Another reportof Gupta(2015) proclaimsthat females are more active in online shopping as
compared to males. Also youth generation between the age of 18 and 35, purchase more from
online sites, due to the evolution of technology in this group.
10
Pant(2014) through his research articletalked about the growing online businesses and the
corresponding change in buying behaviour of consumers; his report says that nearly 70 % of
the buyers knows about their purchase decision and makes up their mind before buying
online through online research and 40 % in total admits that they prefer to search on online
medium as it assists in making correct purchase decisions. Therefore, businesses need to use
significant time and money, develop, design and maintain their webstore.
Kaur(2013) examined and evaluated factors related to online shopping and online consumer
behaviour and also put forward their influence in online buying behaviour of consumers.
Nielson Global shopping report (2012) ranked the factors like price (majorly affecting
factor), followed by health factors, transportation, packaging, nutrition and store services,
which could impact majorly the Grocery purchase choice. It also discussed some of the
inferences for marketers.
Jhamb& Kiran(2011) strategically analyzed the Indian retail industry by identifying the
factors which affect the growth of Indian retail market and conducting SWOT analysis. The
result portrayed that infrastructure, economic growth and transforming demographics of
consumers are major factors leading to organized retail in India. Whereas, location of store,
management style and employees’ emoluments further boost up the retail business.
Miller (2000) researched that products and services are majorly influenced by their type, for
internet shopping. H also elaborated the sources which could explain the nature of internet
shopping. Bulkeley & Carlton (2000) further reported their research that one time purchases
are more prevalent on internet and is mainly based on consumers’ shopping motivation, could
be convenience and so on.
Maignan& Luka(1997) in their research cited that financial risk could act as a bane to internet
shopping and internet security could become a major point of concern in transactions through
internet, Rowley(1999).
Literature Review: Baby Care market
Research report of Euromonitor titled,’Baby and child specific products in India (May 2016)
highlights that leading players of the market like ‘Johnson and Johnson’ and ‘Dabur India’
are generating sales drive by educating consumers and creating awareness about these
11
products. The rise in growth is due to the growing affluent consumers in urban zones as well
as those penetrating the market. It has also listed number of factors leading to the growth in
demand, of baby products in India.
Kindarle (2015) in his market research report provides a comprehensive analysis of Indian
baby care market. It gives a highlight of the major market players and drivers of this industry
along with in-depth details of the products offered.
According to Nielson’s global baby care report, ‘OH, BABY! Trends in the Global Baby
Food and Diaper Markets’ (2015), covering 60 countries across Europe, Latin America, Asia
Pacific, Middle East, Africa, North America, the growth in diaper market is commendable in
developing markets. Even the penetration rate is also rising in developing markets. Asia
pacific leads the online purchasing queue in category of baby care products including toys,
clothes, diapers, food, bottles, baby skin care, strollers, baby car seat and baby rockers or
bouncers. Further, Infrastructural development, increase in tech-savvy consumers and high
internet penetration has fueled e-commerce in Asia,followed by economically viable delivery
modes.
Gyan Research Analytics in their report,’ Indian Baby Care Industry- Baby steps to growth’
(2014) says Indian baby care market is rising the ladder to become one of the fastest growing
baby care market of the world. Players of the market are attempting innovation and
development of the product at affordable price without compromising on quality and health
standards of the product.
Ken Research on‘Baby Care Market’(2014) through their report concluded that since 2008
till 2012 online baby care market in India showed a huge growth. The Indian market is
expected to touch new horizons due to the growing population and increase in expenditure on
baby care products by parents. The toiletries segment is contributed maximum in online
market, followed by baby apparels in year 2012.
Researcher Mikkelson(2012) in his report stated that the purpose of the study is to look for
reasons and factors influencing pregnant and new mothers to purchase various baby products
available in the market. It also focused on society’s view on the portrayal of ideal parents and
a mother’s feeling getting affected by to buy available baby products.
12
Baby care products market size, share, development, growth and demand forecast to 2020’,
revealed that global baby care market is highly segmented due to various product lines and
variations under them. New entrants are finding difficulty in entry and existing are finding
challenging to work due to stringent manufacturing related regulations, high cost of product
development, research and development and clinical trials.
Senior honors thesis report of Daniels (2009) states that when it comes to buy the products
for the baby, parents evaluate many alternatives through their researches. They do this not
only because they are too much concerned about the safety of the child but since most of the
new parents have no idea about the differences in the products available in the market.
Silver (2007) talked in his article‘Practice prevention baby care products- learning and
developmental disabilities initiatives’, talks about the products of concern, ingredients of
concern, used in baby care products along with their health effects and possible alternatives.
Through research perception of consumers and buying behavior of retail in contrast to
branded baby care toiletry products was investigated. It revealed that respondents associate
higher quality and low risk perception towards manufacturer – branded baby care products in
comparison to retail- brand baby care products.
RESEARCH GAP
With the given concepts and historical background of baby care industry, the present study
intends to stress on the various factors influencing drift in buying behaviour of consumers.
The study of literature expresses the gap of academic research in buying behaviour of
consumers of India, particularly related to baby care industry. Though researches exist on
several other fronts, but an integrated view of the same is missing. It has been observed that
none of the existing research work mentioned above have focus on change in buying
behaviour of consumers (particularly in India) from traditional to online shopping of baby
care products, as most of the studies have been conducted on consumer buying behaviour or
baby products in general. This constitutes a research gap and created a spark of motivation to
research in this line.
13
OBJECTIVES
On the bases of statistical researches, it has been reported that birth rates in western countries
are declining. Particularly if we talk about United States, there shows a decline in the birth
rate from 16.7 per thousand people in 1990 to 13 per thousand in 2010. Despite of this
reduction in birthrates in the country, the global baby care industry is experiencing a rise. The
market in year 2011 was nearly 44.7 billion U.S. dollars and the sale is expected to rise up to
66.8 billion U.S. dollars by year 2017. Some of the leading brands include Proctor and
Gamble’s ‘Pampers’ brand, Kimberly-Clark’s ‘Huggies’ brand and Johnson & Johnson.The
estimated market size of baby products in India was around INR 15-25 billion in year 2012
and is expected to rise 13.66% CAGR (Computed Annual Growth Rate) in the years ahead.
Online medium plays a significant role in rise of this sector. Online sales of baby care
products in India were worth $100 million in 2014 and further it is expected to riseup to $
500 million by 2017.
As per the researches done on baby care industry, not much consumer centric academic
research has been done till now, with much focus on drift from traditional to online retail
mediums, particularly in India. Though few research publications highlighting some of the
micro aspects of this industry could be found. Most of the research is industry analytical
study from business point of view.
If we take into consideration global research, lot of in-depth research has already been done,
which again creates a gap and scope for research of this industry particularly in India. The
research would be related to examining buying preferences of consumers, factors influencing
change in buying preferences, affect of technology on consumer buying decisions and to
determine the most preferred mode of online payment used by consumers, as not much
research has been done in this area.
The industry of baby care products is highly fragmented with wide width and huge depth of
product lines including skin care, health care, bath care, toiletries, feeding and nursing, baby
14
beauty and accessories, baby gear etc. The study intends to understand the changing buying
behaviour of consumers with online shopping particularly in baby care industry.
The present study to be conducted with following objectives in mind:
a. To examine the changing buying preference of consumers from traditional retail
stores to online retail stores.
b. To understand the key factors that influence shift in buying preferences of consumers
from traditional to online shopping with respect to Baby care products.
c. To understand how technology is affecting consumer buying decisions.
d. To determine the most preferred mode of payment used by consumers.
e. To determine future trends based on this study, particularly related to baby care
industry.
HYPOTHESIS OF THE STUDY
HA 1. There is a change in the consumer buying preference from traditional to online retail.
HA 2: There is relationship between technology and consumer buying decisions.
15
RESEARCH METHODOLOGY
A research design is a detailed framework of how an investigator will go about his
investigation. It typically includes data collection methods, means and
analysis, instruments to be employed, how the instruments will be used.
Research Design
A descriptive research will be majorly used in the study. A good description puts forward the
response of questions in mind of the researcher. A structured questionnaire would be used to
conduct a cross-sectional survey, out of which qualitative 500 respondent’s data will be used.
Sources of Data
Both primary and secondary data will be collected to validate and verify the objectives of the
study. A questionnaire would be designed and used to collect information on the desired
research and for verification of objectives and hypothesis testing. Whereas secondary data
from various published materials like Journals, newspapers, internet, company’s research
reports, books, magazines, publications and libraries, will be collected.
Research Method
Survey will be conducted as a primary data collection technique to fulfil the primary intention
of the researcher to collect data and analyze it.
Sample
Respondents can be of both genders (Male or Female) of different age group, income level,
who have made purchase or have been the buying decision maker of baby care products for
past five years. Specific and relevant qualitative data of 500 respondents will be taken.
Sample Design
16
Non-probability technique will be adopted. Convenience and judgement sampling methods
will be used for selecting sample from cities and towns coming under Delhi and National
Capital Region and representing the required population type.
Data Analysis
The collection of data would be followed by data analysis and interpretation phase. Results
will be given based on this generating further discussions and conclusions. As per the
demand of data being analyzed, appropriate statistical tools will be used.
LIMITATIONS OF THE STUDY
The study has certain limitations:
a. The study is restricted only to a specific region of Delhi & National Capital Region.
(NCR).
b. There is limitation of time to complete the study.
c. The study does not take into consideration the Wholesale Cash & Carry business
format.
d. There was shortage of financial resources to conduct the research on a broader scale.
17
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