Subhojit Banerjee

• PhD, MBA, BSc
• Professor (Assistant) at Gautam Buddha University

Purpose: The purpose of the study is to highlight the need for research on the relationship between consumer value, risk, and trust in the context of social cross-platform perceptions, specifically in India. The study aims to provide insights into how these factors influence consumers' cross-platform buying behavior, ultimately contributing to a be...

Purpose: The purpose of the study is to highlight the need for research on the relationship between consumer value, risk, and trust in the context of social cross-platform perceptions, specifically in India. The study aims to provide insights into how these factors influence consumers' cross-platform buying behavior, ultimately contributing to a be...

The purpose of this paper is to examine the effectiveness of social media on the different stages of consumers' cognitive stages through the Hierarchy of Effects (HOE) model for mobile banking adoption among consumers. A two-stage analytical approach with Structural Equation Modeling (SEM) and Neural Network (NN) analysis to bring out social media'...

With the advances in technology, consumers have equally shown positive inclination towards the adoption of the same on the premise of their saved time and energy and more so they have identified these technological advancements as a precursor to enhanced quality of life as a whole. Mobile banking is one such technology which has gained immense acce...

The paper specifically examines the revealed comparative advantage (RCA) that Indian movie industry enjoys globally. Longitudinal time-series data on Export value of Films was collected and Balassa Index (BI) Scores was calculated to exhibit revealed comparative advantage (RCA) of the Indian Film Industry. The paper shows distinctivecomparative adv...

India is one of the fastest growing economies in the mobile phone industry. In India consumers' mobile phones have become essential part of personal and business life. The disposable income of rural and urban consumers has increased steadily; there has been a major change in the attitude and desire of consumers. This research is to find out externa...

The role of peer-group environment as an influencing factor in purchase decisions is well established. This paper broadens the above premise and studies the influence of peer-group environment on an individual's promotional choice in the context of premium promotions or freebies. Two sets of college students with distinctive peer-group settings in...

Co-creation is becoming an innovative way for new technology development (NTD). We propose a four-staged co-creation model drawn upon a backdrop of ‘knowledge cloud’ for value creation and long-term customer commitment resulting in risk-sharing associated with NTD. The model is elaborated through the case of a leading semiconductor lithography equi...

Purpose – The purpose of this paper is to describe an initiative to improve the daily earnings of a rickshaw puller by training them to retail branded FMCG products based on a “bulk buying retail selling” model. The paper is based on the findings of a survey conducted 112 rickshaw pullers in a semi-urban district of eastern India. It also dwells on...

The inexpensive and extremely popular nature of e-mails with a large number of people using it on a daily basis has resulted in indiscriminate exploitation of the medium by spam senders. In order to control the menace of spam mails, governments of many countries have come up with strong preventive laws. This makes opt-in e-mail marketing a focus ar...

Price plays a very important role in any consumer buying decision process. One of the attempts to explain the consumer behavior vis-à-vis pricing involves the idea of reference pricing. It is very common to find practices of external reference pricing or advertised reference pricing by the grocery retailers. The paper attempts to offer a framework...

Rickshaw pulling is a large, labour-intensive, unorganised sector in India, involving 8 million individuals belonging to the lowest social strata. The article describes an initiative to increase the daily earnings of rickshaw pullers by training them to retail branded products, on a ‘bulk-buying retail-selling’ model. The article reports on a proje...

Purpose Marketers have been using discounts and freebies for sales promotion strategy for a long time, yet a dilemma concerning better promotion remains. The paper tries to address this issue through empirical research by classifying sales promotion based on their utility and relatedness to the product to which they are bundled. Design/methodology...

India is one of the fastest emerging markets. One study after another has projected it as one of the leading future economies. The Indian automobile sector is on a growth trajectory and, with an aspiring middle class and rising income levels, it is going to expand further. This paper is a multiattribute study of car purchase behaviour in the Indian...