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Papers by vijay kulkarni
In today’s competitive environment only the best survives. To survive and grow, the retailers nee... more In today’s competitive environment only the best survives. To survive and grow, the retailers need to strategize their operations to ensure customer delight, repeat purchases and increase in profitability. The key to achieve this objective is to give exemplary shopping experience and convert the customer from browser to a spender and to a big spender. It is an integrated approach wherein all the components of retail mix work in unison and deliver the ultimate experience to the customers. Customer Expectation Management (CEM) is a program to enable large and complex organizations to deliver a financially optimal customer experience, resulting in increased customer loyalty and hence superior growth and financial performance (Enzminger, 2005). This study focuses on the role of various factors (availability of various products, quality of the products, stores atmospherics, pricing, working hours, behavior of employees, etc.) to deliver superior customer experience and isolates the factors which the customers consider as important while shopping in a retail chain grocery store.
International Journal of Marketing and Management Research, 2012
The study is about investigating the influence of celebrity endorsements on buying behavior of co... more The study is about investigating the influence of celebrity endorsements on buying behavior of consumers. The objective of the study is to find out the impact of various dimensions of celebrity endorsement on consumer buying behavior. The study was conducted in Pune city during 01.05.2014 to 15.06.2014. Exploratory Research Design is adopted for the purpose of the study. The sample size is 153 respondents. The sampling unit is consumers buying branded products. The findings of the study are: 1) Customer attention to the advertisements featuring celebrities results in recall and recognition of brands advertised by the celebrities 2) Buying decision of the customer is made easier by the credibility of the celebrity endorsing the product.3) Credibility of the celebrity influences the lifestyle of the customers 4) Change in life style due to usage of celebrity endorsed products enhances customers self esteem 5) Brand awareness created by advertisements featuring celebrities result in in...
The study is about customer perceptions about customer experience practices of Barista vs. Cafe
In today’s competitive environment only the best survives. To survive and grow, the retailers nee... more In today’s competitive environment only the best survives. To survive and grow, the retailers need to strategize their operations to ensure customer delight, repeat purchases and increase in profitability. The key to achieve this objective is to give exemplary shopping experience and convert the customer from browser to a spender and to a big spender. It is an integrated approach wherein all the components of retail mix work in unison and deliver the ultimate experience to the customers. Customer Expectation Management (CEM) is a program to enable large and complex organizations to deliver a financially optimal customer experience, resulting in increased customer loyalty and hence superior growth and financial performance (Enzminger, 2005). This study focuses on the role of various factors (availability of various products, quality of the products, stores atmospherics, pricing, working hours, behavior of employees, etc.) to deliver superior customer experience and isolates the factors which the customers consider as important while shopping in a retail chain grocery store.
International Journal of Marketing and Management Research, 2012
The study is about investigating the influence of celebrity endorsements on buying behavior of co... more The study is about investigating the influence of celebrity endorsements on buying behavior of consumers. The objective of the study is to find out the impact of various dimensions of celebrity endorsement on consumer buying behavior. The study was conducted in Pune city during 01.05.2014 to 15.06.2014. Exploratory Research Design is adopted for the purpose of the study. The sample size is 153 respondents. The sampling unit is consumers buying branded products. The findings of the study are: 1) Customer attention to the advertisements featuring celebrities results in recall and recognition of brands advertised by the celebrities 2) Buying decision of the customer is made easier by the credibility of the celebrity endorsing the product.3) Credibility of the celebrity influences the lifestyle of the customers 4) Change in life style due to usage of celebrity endorsed products enhances customers self esteem 5) Brand awareness created by advertisements featuring celebrities result in in...
The study is about customer perceptions about customer experience practices of Barista vs. Cafe