Drsonal Purohit

• PhD (Management)/MBA/IIM-A Alumni
• Associate Professor at Symbiosis International University

The purpose of this study is to re-conceptualize the conventional marketing mix for Bottom of the Pyramid (BoP) markets and propose a revised framework by reorganizing the elements based on the customer perspective while retaining the principles of services marketing. Primary data was collected through a questionnaire with a sample size of 400 peop...

Purpose This paper aims to investigate the factors that affect mobile banking adoption among the bottom of the pyramid (BoP) group in an emerging market. Design/methodology/approach Data were collected from 332 bank customers in the BoP group through a questionnaire based on previously validated scales. Structural equation modeling (SEM) was appli...

The purpose of this paper was to examine the intention to adopt mobile payments among male and female customers of generation Z by surveying 365 undergraduate students and applying the Unified theory of acceptance and use of technology (UTAUT). The Structural equation modeling analysis using the SmartPLS revealed that social influence was the most...

Financial inclusion envisages bringing the people into the formal banking sector and mobile banking can help in this task. It is estimated that almost 85% of the BoP population in the world uses mobile phones but, whether the mobile banking will actually help the BoP and fulfill the purpose of financial inclusion remains a question. Limited researc...

Following the outbreak of COVID 19 in February 2020, Indian universities were shut down and used digital platforms to teach their students since then. Drawing from Kolb’s Learning Theory, John Dewey’s theory, Jack Mezirows transformative learning theory, and Jean Piaget’s theory, the authors in this paper offer a viewpoint on some of the practical...

Despite extensive research on the influence of religion on pro‐environmental behavior, little attention has been paid to the role of religious epics—that is, narratives that embody the core beliefs and moral values of religious traditions—as a mechanism for promoting such behavior. Using Hinduism as a case, this research seeks to bridge this gap by...

Influencer marketing has emerged as an important component of the brand marketing campaigns for enhanced customer relationships. This chapter discusses the evolution of influencer marketing from passionate enthusiasts to the contemporary artificial intelligence (AI) powered virtual agents shedding light on the social media era to the integration of...

Purpose Employee green behavior (EGB) is a type of pro-environment behavior at the workplace strategized by organizations to attain sustainable development goals. While organizations have prioritized eco-friendly practices to attain sustainability objectives, EGB has emerged as an essential area of research. Considering the need for sustained emplo...

Investment decision-making is often difficult for individual investors where millions of investors have similar access to information for saving and investment. The huge variation in the investment decision-making procedure makes the overall process complex and difficult to understand. The extant literature on determinants of investment decisions i...

Learning outcomes The learning outcomes of this case study are as follows: to understand the concept of social commerce and how it is different from e-commerce business, to discuss the unique features of Meesho’s social commerce model, to understand concepts of entrepreneurship (e.g. addressing the gap through business, pivoting), to understand the...

Despite the call in literature, the masstige brands in the service industry remain unexplored exposing an important literature gap. This study employed the masstige theory to explore and conceptualize luxury service brands. An initial pre‐test study was used to identify the masstige brands in the service category. Study 2 comprised a quantitative s...

Despite growing insight into customers' brand experience, its effect on brand evangelism, or a customer's intense brand support behavior, remains tenuous, exposing an important literature-based gap. Addressing this gap, we adopt a Service-Dominant logic/Consumer Culture Theory perspective to uncover how customers' brand experience dimensions drive...

This research examines travelers purchase behavior of “Airbnb experiences” by developing a model based on the stimulus organism response theory. Motivation, conceptualized as hedonic and utilitarian, is proposed to influence attitudes toward “Airbnb experiences.” The model is tested using data collected from two separate empirical studies on Indian...

This paper aims to understand the factors that influence mobile payment adoption among youth concerning Generation Z customers, who are the most significant drivers of mobile payments, specifically in developing countries. Data was collected through a questionnaire accomplished by 365 undergraduate students between 18 to 22 years of age. The partia...

The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and promotion effectiveness is yet to be explored. To fill this literature gap this study adopts a multi-dimensional approach to evaluate the factors that affe...

This study is an attempt to advance the theory of masstige marketing by conceptualizing the masstige buying behavior. The masstige theory is in the infancy stage, with little advancement in consumer behavior. Therefore, a mixed-method approach was used to explore the antecedents of behavioral intention towards masstige brands. Based on the qualitat...

Researchers on online consumer behavior have rarely discussed the subjective well‐being aspect or improving the life quality of the next billion as the bright side. Emerging technologies such as mobile payments have added to the life quality of people by enabling fast and convenient transactions online that can be performed anywhere and anytime. Th...

This case focuses on the strategic management practices of Adyar Ananda Bhavan (prevalently known as A2B), a quickly developing contemporary sweet chain of Chennai in South India that is currently proclaiming a target of 900 crores turnover from 2021 onwards with 8,000 employees. The case has a close theoretical association with the famous strategi...

Psychological comfort reflects the customer's peace of mind and a sense of ease during a service encounter that helps in maintaining strong relationships. However, the role of psychological comfort (PC) in retail service relationships is not fully explored. To fill this research gap, this study presents a unique conceptual model grounded in the sti...

Employment and employability have lately surfaced as a significant concern for India that stands as the world's second central higher education system. The post-COVID-19 era further demanded a comprehensive policy at the national level. The Indian government approved the new education policy (NEP), bringing changes to higher education in the countr...

This study examined the savings behaviour of rural poor with a focus on the motives of saving and preferred savings mechanisms. One of the major causes of financial distress in lower income groups especially in developing countries has been lack of sustainable saving. The existing literature has mainly focused on the saving capacities of rural poor...

COVID-19 has upended societies and dramatically altered everyday life across the globe. The outbreak of COVID-19 in different parts of the world is a major concern for all the administrative units of respective countries. India is also facing this very tough task of spreading virus. COVID-19 impacts have been outlined and clarified in depth in this...

The paper explored the segmentation of financial services sector at the bottom of the pyramid (BoP) in India. This could help managers in financial institutions to devise appropriate marketing strategies to address the needs of various segments. The study used benefit segmentation approach and studied the demographic characteristics of various segm...

In an educational institution, motivating teachers is very important as it results in more productivity, keeps the employees and students happier and supports the organization to exhibit their work force more productive, happier and in turn it supports the employers to retain their employees for longer time. In an organization motivation is adhered...

Owing to the outbreak of COVID 19 in February 2020, Indian universities were shut down and are using digital platforms to teach their students since then. Drawing from some existing theories of learning, the authors in this paper try to offer a viewpoint on some of the effective teaching practices which can be adapted in business schools in India t...

The main aim of this study is to examine the Expatriate entrepreneurship skills which motivate them to turn into a successful entrepreneur. United Arab Emirates has always welcomed Different expatriates no matter what color, religion, language sex or nationalities. And at present also United Arab Emirates is welcoming all the expatriates warmly and...

This case presents the hybrid business model of a social venture Gramshree. It provides arich description of an actual decision situation faced by the board of trustees regarding the selection of marketing channel for Gramshree for bringing sustainability to the business. Gramshree aimed at empowering women artisans by ensuring a steady income for...

This study investigates 389 expatriates in the UAE to examine their financial literacy level, relationship between the financial literacy and demographic characteristics. A questionnaire was used to study the financial literacy of expatriates from Asia, Africa, Europe, and North America. The findings reveal that the financial literacy of expatriate...

The Government made a paradigm shift in the economic policy by adopting the process of liberalization, privatization, and globalization at the end of the previous decade. IRDA was set up as regulatory body and the private sector was allowed entry both in general and life insurance sector in India. Due to this impact, the private players came up wit...