Sanjeev Tripathi | Indian Insitute of Management Ahmedabad (original) (raw)
Papers by Sanjeev Tripathi
This study focuses on Internet addiction and its impact on the consumer’s buying patterns. Here, ... more This study focuses on Internet addiction and its impact on the consumer’s buying patterns. Here, Internet addiction is a serious negative manifestation of Internet usage. There are extensive studies on Internet addiction. However, the means by which Internet addiction affects shopping patterns has not been sufficiently covered. Thus, this study’s focus is conceptual framework engaging the main reverses of Internet addiction in the context of online shopping. Through a thorough examination of related dimensions, we were able to conceptualise that the limits of sensation seeking, extensive presence of digital devices and almost unlimited access to the Internet could worsen the problems of Internet addiction in light of online shopping patterns. Further, we projected that Internet addiction and self-control had a bidirectional relation. To investigate further, we will use the requisite blend of qualitative and quantitative studies. The prospective use of these methods will serve two pu...
Indian Institute of Management Ahmedabad, 2016
The 12th South Asian Games were held in India in Guawhati and Shillong in February 2016, after re... more The 12th South Asian Games were held in India in Guawhati and Shillong in February 2016, after repeated rescheduling. There were a number of challenges to organizing the games such as lack of infrastructure, legacy of corruption from past games, shortage of time etc. However, the games were held within 90 days of the announcement of venues and final dates. Sri Yadav, the Secretary, Department of Sports wants to understand the key drivers of success behind organizing the event. He also wants to understand how the success of Indian athletes at SAG could be leveraged for success at larger events.
Indian Institute of Management Ahmedabad, 2016
Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the gl... more Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company was contemplating the launch of a new flavour of fruit juice and decided to conduct a feasibility study. It hired an external market research agency, India Monitor International (IMI) to conduct the market research. This case discusses the exploratory phase of the research conducted by IMI. This case is useful for participants in the Business Research Methods, Market Research and Qualitative Research courses.
Indian Institute of Management Ahmedabad, 2016
Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the gl... more Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company was conducting market research to identify a new flavour of fruit juice that it could launch. The case discusses how Fruitzone India Limited conducted the exploratory research and then prepared to conduct a confirmatory research. The case can be used to discuss different exploratory research techniques, how to interpret the findings of exploratory research and questionnaire construction. This case is useful for participants in the Business Research Methods, Market Research and Qualitative Research courses.
Advances in Marketing, Customer Relationship Management, and E-Services, 2018
Emotional branding is an effective way to create a long-lasting relationship with the customers. ... more Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.
Indian Institute of Management Ahmedabad, 2015
‘Fashion Destination’ was a prominent one-stop shop of clothing retail in Ahmedabad which has fac... more ‘Fashion Destination’ was a prominent one-stop shop of clothing retail in Ahmedabad which has faced business slowdown in the last 5 years. Vishal, who had recently taken over the management wondered, would renting of premium clothing be a good business model to get back to the business. While pondering over the issue Vishal did some secondary research had found that the Indian retail industry is growing at a fast rate and that the online rental service is an upcoming trend in Indian market. Vishal hired an external market research agency ‘Wright & Company’, before changing the business model, to clarify certain doubts regarding renting clothes as a social stigma, willingness of people to rent clothes, requirement of physical store, about target consumers and product assortment.
Journal of Retailing and Consumer Services, 2017
Abstract Marketing literature has consistently suggested that retailers should invest in building... more Abstract Marketing literature has consistently suggested that retailers should invest in building trust, as customers’ trust in the retailer results in a number of benefits for the retailer. The objective of this article is to understand the impact of buyers’ prior trust in retailers on their price unfairness perceptions. To investigate this, we conduct three experiments; the findings of the first experiment suggest that buyers’ prior trust in retailer has a dual impact (forgiveness and betrayal) on their perception of price unfairness. Trust helps to reduce price unfairness perceptions when the magnitude of the price increase is small, but accentuates this when the price increase is large. Moreover, forgiveness acts as a mediator between price increase and perceived price unfairness. This mediation effect of forgiveness depends upon a shopper's prior trust in the store. The second experiment replicates these findings in a real life experimental setting and thus establishes the robustness of the findings in real life contexts. The third experiment extends the boundaries of this research by demonstrating that the effect of trust on price unfairness perception depends on the nature of comparisons, i.e., whether the price comparison is made with one's own past price or with a price paid by someone else.
Journal of Retailing and Consumer Services, 2016
Retailers often use Tensile Price Claims (TPC) such as "upto 40% off" or "from 10% to 40% off" to... more Retailers often use Tensile Price Claims (TPC) such as "upto 40% off" or "from 10% to 40% off" to promote a line of merchandize. This enables them to have a salient communication while allowing specific level of discount on particular items. Recently, retailers have started using just-below TPC frames such as "upto 39% off". This research explores the influence of TPC framed with "just-below" numbers on consumers' perceived benefits through three studies. The results indicate that just-below temporal frames have a more favorable impact on consumer perceptions than round frames; this is contrary to left digit salience heuristic but is in line with anchoring and adjustment theory. The effect of just-below framing disappears both for deep discount levels and with sequential TPC discounts. This study has important managerial implications for the use of TPC as a promotional tool. The study also contributes to theory in multiple ways. & 2016 Elsevier Ltd. All rights reserved. "Minimum 10% off to 39% off" Pennydeals.in 2 "10% to 49% off " mytokri.com 3 "Upto 69% off" Bright European Skin Care Salon at New York & Company 4 "Upto 59% Off þ additional 10% off" Official deals 5 "Upto 79% off þ20% off" Dealnews.com 6
Journal of Consumer Psychology, 2019
Time is a scarce resource, and time-keeping has become a common part of our lives. This research ... more Time is a scarce resource, and time-keeping has become a common part of our lives. This research investigates the impact of exposure to a specific direction of time-keeping on resource deficiency perception and on compensatory consumption of calories. Results from four studies show that exposure to downward time-keeping (e.g. 601 seconds), compared to upward time-keeping (e.g. 160 seconds), results in a higher perceived resource deficiency, leading to a higher preference, consumption, and choice of caloric foods. The effect is attenuated for evaluation of calorie-lean foods, or by recalling instances of resourcefulness, or when time is not a resource (as in the case of waiting). Related alternate explanations are addressed. This research is the first to identify a novel antecedent of resource deficiency (i.e. time-keeping direction), and to elicit an unexplored aspect of temporal cognition, that exposure to direction of time-keeping can influence compensatory consumption in an unrelated domain. These findings contribute to the literature on temporal cognition and resource deficiency and may inspire further research in these domains.
International Journal of Indian Culture and Business Management, 2017
Professional sports leagues have become the dominant form of sports in most of the developed spor... more Professional sports leagues have become the dominant form of sports in most of the developed sports markets. However, sports leagues are appearing for the first time in emerging sports markets like India. This research is exploratory in nature and is aimed at identifying the factors that contribute to the success of Indian professional sports leagues. A mixed methods approach was adopted using semi-structured interviews, focused group discussions, and surveys. Data was collected from sports' experts and fans. The results show that factors that impact success of leagues can be of broadly summarised into two types: operational factors like league-federation relationship, scheduling and infrastructure; and fan acceptability factors like celebrities, quality of players, marketing communications and match-day experience. The findings from this research have implications for developing sports industry and research in emerging sports markets.
International Journal of Advertising, 2010
Journal of Service Research, Mar 3, 2022
Despite the widespread reliance on service bundles across industries (examples include theater se... more Despite the widespread reliance on service bundles across industries (examples include theater season-tickets, vacation packages, and annual sports passes), the impact of consumer-specific factors on the post-purchase consumptions of such bundles has received limited academic attention. Drawing on regulatory focus theory, we show that a consumer’s regulatory orientation influences the consumption of service bundles, and that the impacts are mediated by construal level. Using six studies (including a field study and a quasi-field experiment using Twitter data) we illustrate that prevention-focused individuals demonstrate concrete construal and are better able to resolve the ambiguity in allocating costs and benefits to individual bundle components, leading to higher consumption. By examining the role of a consumer’s regulatory orientation, our work advances the theoretical understanding of consumer behavior in response to the bundling of services. We make an important methodological contribution by demonstrating how text-mining can be innovatively utilized to analyze consumer posts on Twitter to infer regulatory focus and understand service bundle consumption. Our studies provide practical guidance to managers seeking to infer (using publicly available Twitter data and consumer-provided inputs during purchase) and prime (using advertisements and nudges) regulatory focus to understand/influence service consumption.
This study focuses on Internet addiction and its impact on the consumer’s buying patterns. Here, ... more This study focuses on Internet addiction and its impact on the consumer’s buying patterns. Here, Internet addiction is a serious negative manifestation of Internet usage. There are extensive studies on Internet addiction. However, the means by which Internet addiction affects shopping patterns has not been sufficiently covered. Thus, this study’s focus is conceptual framework engaging the main reverses of Internet addiction in the context of online shopping. Through a thorough examination of related dimensions, we were able to conceptualise that the limits of sensation seeking, extensive presence of digital devices and almost unlimited access to the Internet could worsen the problems of Internet addiction in light of online shopping patterns. Further, we projected that Internet addiction and self-control had a bidirectional relation. To investigate further, we will use the requisite blend of qualitative and quantitative studies. The prospective use of these methods will serve two pu...
Indian Institute of Management Ahmedabad, 2016
The 12th South Asian Games were held in India in Guawhati and Shillong in February 2016, after re... more The 12th South Asian Games were held in India in Guawhati and Shillong in February 2016, after repeated rescheduling. There were a number of challenges to organizing the games such as lack of infrastructure, legacy of corruption from past games, shortage of time etc. However, the games were held within 90 days of the announcement of venues and final dates. Sri Yadav, the Secretary, Department of Sports wants to understand the key drivers of success behind organizing the event. He also wants to understand how the success of Indian athletes at SAG could be leveraged for success at larger events.
Indian Institute of Management Ahmedabad, 2016
Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the gl... more Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company was contemplating the launch of a new flavour of fruit juice and decided to conduct a feasibility study. It hired an external market research agency, India Monitor International (IMI) to conduct the market research. This case discusses the exploratory phase of the research conducted by IMI. This case is useful for participants in the Business Research Methods, Market Research and Qualitative Research courses.
Indian Institute of Management Ahmedabad, 2016
Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the gl... more Fruitzone India Limited was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company was conducting market research to identify a new flavour of fruit juice that it could launch. The case discusses how Fruitzone India Limited conducted the exploratory research and then prepared to conduct a confirmatory research. The case can be used to discuss different exploratory research techniques, how to interpret the findings of exploratory research and questionnaire construction. This case is useful for participants in the Business Research Methods, Market Research and Qualitative Research courses.
Advances in Marketing, Customer Relationship Management, and E-Services, 2018
Emotional branding is an effective way to create a long-lasting relationship with the customers. ... more Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.
Indian Institute of Management Ahmedabad, 2015
‘Fashion Destination’ was a prominent one-stop shop of clothing retail in Ahmedabad which has fac... more ‘Fashion Destination’ was a prominent one-stop shop of clothing retail in Ahmedabad which has faced business slowdown in the last 5 years. Vishal, who had recently taken over the management wondered, would renting of premium clothing be a good business model to get back to the business. While pondering over the issue Vishal did some secondary research had found that the Indian retail industry is growing at a fast rate and that the online rental service is an upcoming trend in Indian market. Vishal hired an external market research agency ‘Wright & Company’, before changing the business model, to clarify certain doubts regarding renting clothes as a social stigma, willingness of people to rent clothes, requirement of physical store, about target consumers and product assortment.
Journal of Retailing and Consumer Services, 2017
Abstract Marketing literature has consistently suggested that retailers should invest in building... more Abstract Marketing literature has consistently suggested that retailers should invest in building trust, as customers’ trust in the retailer results in a number of benefits for the retailer. The objective of this article is to understand the impact of buyers’ prior trust in retailers on their price unfairness perceptions. To investigate this, we conduct three experiments; the findings of the first experiment suggest that buyers’ prior trust in retailer has a dual impact (forgiveness and betrayal) on their perception of price unfairness. Trust helps to reduce price unfairness perceptions when the magnitude of the price increase is small, but accentuates this when the price increase is large. Moreover, forgiveness acts as a mediator between price increase and perceived price unfairness. This mediation effect of forgiveness depends upon a shopper's prior trust in the store. The second experiment replicates these findings in a real life experimental setting and thus establishes the robustness of the findings in real life contexts. The third experiment extends the boundaries of this research by demonstrating that the effect of trust on price unfairness perception depends on the nature of comparisons, i.e., whether the price comparison is made with one's own past price or with a price paid by someone else.
Journal of Retailing and Consumer Services, 2016
Retailers often use Tensile Price Claims (TPC) such as "upto 40% off" or "from 10% to 40% off" to... more Retailers often use Tensile Price Claims (TPC) such as "upto 40% off" or "from 10% to 40% off" to promote a line of merchandize. This enables them to have a salient communication while allowing specific level of discount on particular items. Recently, retailers have started using just-below TPC frames such as "upto 39% off". This research explores the influence of TPC framed with "just-below" numbers on consumers' perceived benefits through three studies. The results indicate that just-below temporal frames have a more favorable impact on consumer perceptions than round frames; this is contrary to left digit salience heuristic but is in line with anchoring and adjustment theory. The effect of just-below framing disappears both for deep discount levels and with sequential TPC discounts. This study has important managerial implications for the use of TPC as a promotional tool. The study also contributes to theory in multiple ways. & 2016 Elsevier Ltd. All rights reserved. "Minimum 10% off to 39% off" Pennydeals.in 2 "10% to 49% off " mytokri.com 3 "Upto 69% off" Bright European Skin Care Salon at New York & Company 4 "Upto 59% Off þ additional 10% off" Official deals 5 "Upto 79% off þ20% off" Dealnews.com 6
Journal of Consumer Psychology, 2019
Time is a scarce resource, and time-keeping has become a common part of our lives. This research ... more Time is a scarce resource, and time-keeping has become a common part of our lives. This research investigates the impact of exposure to a specific direction of time-keeping on resource deficiency perception and on compensatory consumption of calories. Results from four studies show that exposure to downward time-keeping (e.g. 601 seconds), compared to upward time-keeping (e.g. 160 seconds), results in a higher perceived resource deficiency, leading to a higher preference, consumption, and choice of caloric foods. The effect is attenuated for evaluation of calorie-lean foods, or by recalling instances of resourcefulness, or when time is not a resource (as in the case of waiting). Related alternate explanations are addressed. This research is the first to identify a novel antecedent of resource deficiency (i.e. time-keeping direction), and to elicit an unexplored aspect of temporal cognition, that exposure to direction of time-keeping can influence compensatory consumption in an unrelated domain. These findings contribute to the literature on temporal cognition and resource deficiency and may inspire further research in these domains.
International Journal of Indian Culture and Business Management, 2017
Professional sports leagues have become the dominant form of sports in most of the developed spor... more Professional sports leagues have become the dominant form of sports in most of the developed sports markets. However, sports leagues are appearing for the first time in emerging sports markets like India. This research is exploratory in nature and is aimed at identifying the factors that contribute to the success of Indian professional sports leagues. A mixed methods approach was adopted using semi-structured interviews, focused group discussions, and surveys. Data was collected from sports' experts and fans. The results show that factors that impact success of leagues can be of broadly summarised into two types: operational factors like league-federation relationship, scheduling and infrastructure; and fan acceptability factors like celebrities, quality of players, marketing communications and match-day experience. The findings from this research have implications for developing sports industry and research in emerging sports markets.
International Journal of Advertising, 2010
Journal of Service Research, Mar 3, 2022
Despite the widespread reliance on service bundles across industries (examples include theater se... more Despite the widespread reliance on service bundles across industries (examples include theater season-tickets, vacation packages, and annual sports passes), the impact of consumer-specific factors on the post-purchase consumptions of such bundles has received limited academic attention. Drawing on regulatory focus theory, we show that a consumer’s regulatory orientation influences the consumption of service bundles, and that the impacts are mediated by construal level. Using six studies (including a field study and a quasi-field experiment using Twitter data) we illustrate that prevention-focused individuals demonstrate concrete construal and are better able to resolve the ambiguity in allocating costs and benefits to individual bundle components, leading to higher consumption. By examining the role of a consumer’s regulatory orientation, our work advances the theoretical understanding of consumer behavior in response to the bundling of services. We make an important methodological contribution by demonstrating how text-mining can be innovatively utilized to analyze consumer posts on Twitter to infer regulatory focus and understand service bundle consumption. Our studies provide practical guidance to managers seeking to infer (using publicly available Twitter data and consumer-provided inputs during purchase) and prime (using advertisements and nudges) regulatory focus to understand/influence service consumption.