Adya Sharma - Academia.edu (original) (raw)

Papers by Adya Sharma

Indian Journal of Marketing, 2009

The role of children in the buying process has increased over the years. Though a lot of research... more The role of children in the buying process has increased over the years. Though a lot of research has been done in the West in understanding children's purchase influence, the need is also felt in the Indian context. This paper attempts to understand the role and influence of children in buying apparel. The opinion of the parents was also taken. The results indicate the growing importance of children in terms of taking their own decisions and also the discrepancy in the views of the parents and children.

Exploring the Dynamics of Consumerism in Developing Nations, 2019

The chapter explores the growing importance of children as consumers. The chapter would first dis... more The chapter explores the growing importance of children as consumers. The chapter would first discuss the importance, growth, and views on consumer socialization theory. The chapter would then take the discussion forward by introducing the change in the role of children not just as learners but as influencers. This section of the chapter concludes by initiating a discussion to understand the similarity and differences in the two theories: consumer socialization and reverse socialization. The theoretical overview provides the researchers a premise to integrate consumer socialization theory and reverse socialization to understand how children and parents acquire learning properties to be a consumer. Based on the two theories, a conceptual model was developed by the author to understand and indicate the process of children and parents becoming consumers. The chapter further discusses the changing social and economic scenario in developing nations with a special focus on India.

It was not long ago that children were not considered an important segment. Understanding the chi... more It was not long ago that children were not considered an important segment. Understanding the child as a consumer was limited to understanding the consumer socialization of children. However changing social and economic conditions have also changed the role of children as consumers. They have been viewed as three markets in one: current market, future market, and a market of influential that cause many millions of dollars of purchase among their parents. (Mc Neal, 1987). Avenues for this research have been defined in the West though in a limited manner. However research on the topic in India is very limited. McKinsey (2007) has forecasted that India will be the 5th largest consumer market by 2025. Spencer Stuart (2008) has identified kids, youth and urban Indian women as three emerging segments. Unlike the west, India has a young population with children under 15 years of age constituting 30% of our population (Census 2010). With the number of females increasing in employment (Chand...

This paper explores the establishment of relationships between sustainability and ecopreneurship.... more This paper explores the establishment of relationships between sustainability and ecopreneurship. The researchers have done a systematic literature review which is considered as a base for deriving the Interpretative Structural Model (ISM) and further MICMAC analysis is used to examine the driving power and dependence power of the variables. ISM is an approach which drives the researchers to study various aspects and relate variables. It highlights the important variables which have been arrived at, based on a systematic literature review, coupled with the interrelationship between the varied elements of the concept of ecopreneurship and sustainability. A conceptual framework has been developed to evoke debate and provide directions for future research. The framework proposed in this paper can be utilized to develop strategies toward sustainable development which are focused, practical and effective. A strong link is identified between entrepreneurialism and environmentalism.

Purushartha: A Journal of Management Ethics and Spirituality, 2017

Business environment is hyper-competitive, and constantly changing. To succeed in this environmen... more Business environment is hyper-competitive, and constantly changing. To succeed in this environment there is very pronounced need for a lifelong learning. To stay relevant and proactive, executives up and down the corporate hierarchy as well as business owners and all types of professionals are increasingly recognising the need to refine, update and expand their knowledge, perspectives, and skills. Today all top class owners and professionals have a desire to stay at the top of the game to effectively compete in the global business space

Children have been identified as an important consumer segment. Research on Consumer Socializatio... more Children have been identified as an important consumer segment. Research on Consumer Socialization of children has led to impressive findings over the years. However majority of the research on the topic has been done in North America and Europe. At the same time India has witnessed enormous changes in the last decade. As per Indian Census 2001it is a young nation with 36% of its population below the age group of 15 years. The changing family profile, rising disposable incomes, exposure to information has changed the family equations. Research done in trying to understand the socialization of Indian child is very limited. Research has shown that there are two major classes of socialization agents for children: the cognitive factors and the social factors. While cognitive factors are age related , the social factors cover family, media and peers. The paper critically examines the research done in the last three decades to understand the influence of family on consumer socialization o...

The Marketing world, has in general, tended to focus their attention on younger consumers with le... more The Marketing world, has in general, tended to focus their attention on younger consumers with less attention given to those over fifty. However, the world is undergoing a demographic transition. The 60+ group formed 5% of the population in the year 1970, but would form 16% of the population by 2050. This demographic segment is growing at about 2% every year, 60% faster than the total population (Population division of department of economic and social affairs of UN secretariat, 2004). Global Action on ageing advocates at the United Nations in New York to build a better society for older people across the globe. Numbers of older persons are increasing rapidly. One out of every 10 persons is now 60 years or above. By 2050, one out of five will be 60 years or older (Globalaging.org). This segment is definitely valuable because with increase in education etc., their financial worth has increased, they do have purchasing power. UN member states correctly see this growth among the elderl...

The Indian Journal of Social Work

Prabandhan: Indian Journal of Management

International Journal of Interactive Mobile Technologies (iJIM)

Spirituality has gained the interest of all generations in the past few years. The concept of spi... more Spirituality has gained the interest of all generations in the past few years. The concept of spirituality is very old but its popularity in the last few decades is worth noticing. Today spirituality is making inroads in different sectors like health sector, education, working culture etc. Social media on the other hand is a relatively new phenomenon which has changed the world forever. The impact and reach of social media is the maximum among all media tools. With the increased use of smart phone and other interactive technologies social media usage has grown with huge leaps and bounds. The paper tries to find a link to connect the old with new in search of a principled life as advocated by spirituality. The paper explores the journey of Spirituality and its usefulness in current context. The paper then traces the rise and impact of social media. The paper concludes by proposing a conceptual model that depicts use of social media to educate about spirituality. The integrative appr...

Indian Journal of Science and Technology

Advances in Marketing, Customer Relationship Management, and E-Services, 2000

This chapter aims to examine Chinese air passengers' perceived value of the Frequent Flyer Pr... more This chapter aims to examine Chinese air passengers' perceived value of the Frequent Flyer Programme (FFP), and its impact on passenger loyalty. The study develops and tests a conceptual model of three dimensions of FFP value (economic, emotional, and social), and passenger loyalty toward FFP (programme loyalty) and the airline (brand loyalty) with a sample of air passengers in China. The results show that emotional value has a positive impact on both programme loyalty and brand loyalty; economic value has a positive impact on programme loyalty only; but social value has no significant impact on either of the loyalty constructs. The chapter provides both theoretical implications to advance consumer research and practical implications for global airline business.

International Journal of Business Excellence, 2015

Procedia - Social and Behavioral Sciences, 2014

Children traditionally were not considered important consumer segment. However, with changing eco... more Children traditionally were not considered important consumer segment. However, with changing economic, social and demographic scenario, the situation has undergone a change. Substantial research has found that children have influence in family purchase decisions. McNeal (1987) categorized children as three markets in one: they are current market that spends money on their desires, they are a future market for most goods and services and they are markets of influential that cause billions of dollars of purchase among their parents. A study by Nickelodeon (2013) states that power of kids influence over purchasing decisions has increased significantly over the years and decision making among families is collaborative. McNeal (1998) reported that children's indirect purchase through influencing parents decisions soared from USD 5 billion in 1960s to USD 188 billion in 1997. Today children are not passive users but influential buyers and are socialized in this role from an early age. The topic gains special relevance from Indian context due to various reasons. The influence of children in decision making is still an unexplored topic in India. The study specially gains relevance as India has witnessed huge cultural, social and economic changes in the past decade. With compounded annual growth rate of 5.36% predicted for average household disposable income between 2005-2025 (McKinsey Global Institute, 2007) the financial position of families is much stronger. As per Census 2010 of India, demographically India is a young nation with 30% of the population below the age group of 15 years. According to consumer socialization theory family, peers, media are important socialization agents. Also according to research, child's influence is effected by product category, age of child, family communication pattern (Ahuja and Stinson, 1993, Caruana and Vassallo, 2003, Haynes et al, 1993; Ozgen, 2003). The model integrates these two different areas of research to develop a conceptual model to explore the relation of influence of children with respect to different factors. The model introduces the concept of "parent's re-socialization".

Indian Journal of Marketing, 2016

Indian Journal of Marketing, 2015

Researchers World : Journal of Arts, Science and Commerce, 2016

Objective-Changing socio economic scenario has changed the equations in the family. The tradition... more Objective-Changing socio economic scenario has changed the equations in the family. The traditional roles have been redefined. The paper attempts to understand the influence of children on family purchase decisions of technical products. Methodology-Scale to measure influence of the child was validated using exploratory factor analysis and convergent validity test. The hypothesis was tested using regression. In total 329 usable pairs of questionnaires of mother and child were analyzed. Findings-The results highlight the changing scenario in Indian urban families. Children play an important role in family purchase decisions. Age is a significant predictor of child's influence on purchase of technical products. Older children have more influence compared to younger children. The results also show that male child has more influence than female child on purchase of technical products. The results indicate that the opinion of the children is sought and valued in Indian urban families for purchase of technical products Novelty/improvements-The study has indicated the increasing influence of children in India urban families. The study is unique as it has tried understanding the influence on a product category (technical products) rather than a single product. Future research may also try to evaluate the effect of peer, media on influence of children