A Meta-Analytical Approach toward development of a
Comprehensive Measurement Scale for Consumers’ Perceived Risks from Innovative Offerings
Byramjee Framarz, Albohali Mohamed, Krishnan Krish and Webb Henry
The risks perceived by the customer from organizations’
new offerings can be attributed to as a major driver which will determine the proclivity
for adoption and potential for life cycle advancement and proliferation in the consumer
market. Based on a prior research endeavor which generated two consolidated components
namely product-related factors and consumer-related factors to respectively group
the various perceived risk elements and variables, this paper works on developing
a meta-analytical framework which congregates these risk-inducing factors in accordance
with their seminal literature insights and explanative. The research further attempts
to operationalize these risk-bearing components for empirically measuring the respective
variables in an effort toward proposing the development of a comprehensive measurement
scale for consumers’ perceived risks from innovative offerings.
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Factor Psychoanalysis on Brand Equity of Indian Car
Industry – An Empirical Study
Thiripurasundari U.
Brand Equity is the added value endowed by the brand
to the product. Although the idea of using a name or a symbol to enhance a product’s
value has been known to marketers for a long time, brand equity has gained renewed
interest in recent years. To analyze the importance of various factors like brand
knowledge, brand preference, brand loyalty, brand application etc. in car market
in Puducherry, the researchers have adopted cluster-sampling technique for choosing
sample respondents. The dealers of selected car brands are identified as clusters.
The sample of 300 car owners was surveyed for information in Puducherry. The marketing
efforts should be for the cause of the potential customers and the existing customers.
From the five psycho-factors, brand application factor has been rated as the most
important psycho factor in car industry in Puducherry. This study shows that it
is possible to establish where a company should focus its improvement efforts in
order to make it payoff.
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