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Papers by Sarmistha sarma

Research paper thumbnail of Cases on Branding Strategies and Product Development: Successes and Pitfalls

Research paper thumbnail of Cases on Branding Strategies and Product Development: Successes and Pitfalls

Research paper thumbnail of Envisioning Delight in School Education Service

Advances in marketing, customer relationship management, and e-services book series, Jan 20, 2023

Research paper thumbnail of A study of Retail Display and Impulse Buying Behavior

Journal of Marketing and Consumer Research, 2014

Retail display plays an important role in the success of shopping experience in a retail environm... more Retail display plays an important role in the success of shopping experience in a retail environment. The influence of retail display of the buying decision of the consumer more so of the impulse buying decision has been a case of debate and research for a long period of time. India is a country where the retail revolution is at its growth stage at this time there is a need to analyse the parameters that lead to influence buying behavior of the consumers. The present study seeks to identify and empirically conclude the role and relevance of certain parameters of retail display on the impulse buying behavior of the consumers.

Research paper thumbnail of An Assessment of the Role of National Culture as a Determinant of Entrepreneurial Orientation

Journal of Economics and Sustainable Development, 2021

Entrepreneurship is an important factor of production. It is considered as a source of innovative... more Entrepreneurship is an important factor of production. It is considered as a source of innovative change. Thus it catalyzes enhancement in sustainable economic development of a nation. Entrepreneurship is inseparably interlinked with flexibility and knowledge. These two factors have gained importance as a source of competitive edge in the present globalized & interconnected economy. Entrepreneurship prevents concentration of economic activities, income and wealth and promotes decentralized development of commerce, trade and industry. This in turn, leads to removal of regional and industrial imbalance. Development of entrepreneurial activities and sustainable development in entrepreneurship have gained priority in national agenda across the world. Entrepreneurship is even more crucial for developing countries as it has high employment elasticity and potential for earning foreign exchange. However, entrepreneurship is essentially a behavioural aspect. Hence culture has a causal relationship with entrepreneurship. This paper aims at assessing the role of Hofstede's dimensions of culture in developing entrepreneurship in nations by using the technique of linear multi-variate regression.

Research paper thumbnail of An Empirical Study of National Culture Based on Hofstede Model and its Effect on the Inequal Distribution of Income and Wealth

The Management Accountant Journal

Research paper thumbnail of Cases on Branding Strategies and Product Development

Research paper thumbnail of AStudy of Customer Delight in the Indian banking sector based on Kano’sModel of Product Quality

Banking sector in recent times have been faced by numerous challenges of constantly providing bet... more Banking sector in recent times have been faced by numerous challenges of constantly providing better services towards achieving customer delight. Past research in customer satisfaction and service quality has resulted in increasing research efforts to look at new ways to evaluate these concepts. In the present era , the emphasis is on Customer Delight(CD) so as to exceed customer's expectations. The objective of this study is to identify the factors that create 'customer delight' and to measure the level of such 'delight' in the sample banks studied. This study has employed Kano's model of customer satisfaction in measuring level of 'delight' factors in the Indian banking segment. The total sample size of the study is 200 customers with 50 from each of the 4 selected banks under study and our study area is New Delhi. . In case of SBI it is seen that quick service, parking space and add on facilities like services for senior citizens , differently able...

Research paper thumbnail of Global Observations of the Influence of Culture on Consumer Buying Behavior

Advances in Business Strategy and Competitive Advantage, 2018

This is a self-archived version of an original article. This version may differ from the original... more This is a self-archived version of an original article. This version may differ from the original in pagination and typographic details.

Research paper thumbnail of A Service Quality Assessment of banks with special reference to State Bank of India (SBI) and HDFC Bank

Information and Knowledge Management, 2014

The service quality assessment of the banking sector has been an area of interest among many of t... more The service quality assessment of the banking sector has been an area of interest among many of the researchers worldwide. The present research aims to enrich the existing body of literature on the said subject.The research has used the SERQUAL model by Parsuraman et al. 1990. The findings have been made with respect two of the best banks in India-The State Bank of India(SBI) and the HDFC Bank. The findings of the study highlight the need and importance of focus on the elements of responsiveness and friendliness in the service delivery so that the customer is satisfied with the banking service.

Research paper thumbnail of Cultural Nuances in Changing Consumer Behavior

Global Observations of the Influence of Culture on Consumer Buying Behavior

Culture is significant to developing consumer behavior. Companies that have succeeded in understa... more Culture is significant to developing consumer behavior. Companies that have succeeded in understanding the dynamics of culture have been able to withstand the test of time in developing as successful companies. The constantly evolving marketing discipline has come to rest heavily on understanding the cultural nuances of the target market in an effort to decode the buying behavior. Culture shapes the way we lead our lives, therefore culture determines the consumption pattern of the consumers. Marketers have been closely monitoring the cultural clues in order to make their marketing strategies directed towards the target consumers. Here it is important to understand the extent to which culture governs consumer behavior and shapes the cultural positioning processes. This chapter discusses the concept of culture and its impact on consumer behavior and finally discusses upon the concept of cultural positioning citing various marketing examples.

Research paper thumbnail of Cases on Branding Strategies and Product Development: Successes and Pitfalls

Research paper thumbnail of Cases on Branding Strategies and Product Development: Successes and Pitfalls

Research paper thumbnail of Envisioning Delight in School Education Service

Advances in marketing, customer relationship management, and e-services book series, Jan 20, 2023

Research paper thumbnail of A study of Retail Display and Impulse Buying Behavior

Journal of Marketing and Consumer Research, 2014

Retail display plays an important role in the success of shopping experience in a retail environm... more Retail display plays an important role in the success of shopping experience in a retail environment. The influence of retail display of the buying decision of the consumer more so of the impulse buying decision has been a case of debate and research for a long period of time. India is a country where the retail revolution is at its growth stage at this time there is a need to analyse the parameters that lead to influence buying behavior of the consumers. The present study seeks to identify and empirically conclude the role and relevance of certain parameters of retail display on the impulse buying behavior of the consumers.

Research paper thumbnail of An Assessment of the Role of National Culture as a Determinant of Entrepreneurial Orientation

Journal of Economics and Sustainable Development, 2021

Entrepreneurship is an important factor of production. It is considered as a source of innovative... more Entrepreneurship is an important factor of production. It is considered as a source of innovative change. Thus it catalyzes enhancement in sustainable economic development of a nation. Entrepreneurship is inseparably interlinked with flexibility and knowledge. These two factors have gained importance as a source of competitive edge in the present globalized & interconnected economy. Entrepreneurship prevents concentration of economic activities, income and wealth and promotes decentralized development of commerce, trade and industry. This in turn, leads to removal of regional and industrial imbalance. Development of entrepreneurial activities and sustainable development in entrepreneurship have gained priority in national agenda across the world. Entrepreneurship is even more crucial for developing countries as it has high employment elasticity and potential for earning foreign exchange. However, entrepreneurship is essentially a behavioural aspect. Hence culture has a causal relationship with entrepreneurship. This paper aims at assessing the role of Hofstede's dimensions of culture in developing entrepreneurship in nations by using the technique of linear multi-variate regression.

Research paper thumbnail of An Empirical Study of National Culture Based on Hofstede Model and its Effect on the Inequal Distribution of Income and Wealth

The Management Accountant Journal

Research paper thumbnail of Cases on Branding Strategies and Product Development

Research paper thumbnail of AStudy of Customer Delight in the Indian banking sector based on Kano’sModel of Product Quality

Banking sector in recent times have been faced by numerous challenges of constantly providing bet... more Banking sector in recent times have been faced by numerous challenges of constantly providing better services towards achieving customer delight. Past research in customer satisfaction and service quality has resulted in increasing research efforts to look at new ways to evaluate these concepts. In the present era , the emphasis is on Customer Delight(CD) so as to exceed customer's expectations. The objective of this study is to identify the factors that create 'customer delight' and to measure the level of such 'delight' in the sample banks studied. This study has employed Kano's model of customer satisfaction in measuring level of 'delight' factors in the Indian banking segment. The total sample size of the study is 200 customers with 50 from each of the 4 selected banks under study and our study area is New Delhi. . In case of SBI it is seen that quick service, parking space and add on facilities like services for senior citizens , differently able...

Research paper thumbnail of Global Observations of the Influence of Culture on Consumer Buying Behavior

Advances in Business Strategy and Competitive Advantage, 2018

This is a self-archived version of an original article. This version may differ from the original... more This is a self-archived version of an original article. This version may differ from the original in pagination and typographic details.

Research paper thumbnail of A Service Quality Assessment of banks with special reference to State Bank of India (SBI) and HDFC Bank

Information and Knowledge Management, 2014

The service quality assessment of the banking sector has been an area of interest among many of t... more The service quality assessment of the banking sector has been an area of interest among many of the researchers worldwide. The present research aims to enrich the existing body of literature on the said subject.The research has used the SERQUAL model by Parsuraman et al. 1990. The findings have been made with respect two of the best banks in India-The State Bank of India(SBI) and the HDFC Bank. The findings of the study highlight the need and importance of focus on the elements of responsiveness and friendliness in the service delivery so that the customer is satisfied with the banking service.

Research paper thumbnail of Cultural Nuances in Changing Consumer Behavior

Global Observations of the Influence of Culture on Consumer Buying Behavior

Culture is significant to developing consumer behavior. Companies that have succeeded in understa... more Culture is significant to developing consumer behavior. Companies that have succeeded in understanding the dynamics of culture have been able to withstand the test of time in developing as successful companies. The constantly evolving marketing discipline has come to rest heavily on understanding the cultural nuances of the target market in an effort to decode the buying behavior. Culture shapes the way we lead our lives, therefore culture determines the consumption pattern of the consumers. Marketers have been closely monitoring the cultural clues in order to make their marketing strategies directed towards the target consumers. Here it is important to understand the extent to which culture governs consumer behavior and shapes the cultural positioning processes. This chapter discusses the concept of culture and its impact on consumer behavior and finally discusses upon the concept of cultural positioning citing various marketing examples.