Suja R. Nair

• BA (Hons.), MBA, Ph.D
• Co-entrepreneur at Educe Micro Research

Since varied information from multiple sources is available in the contemporary world, using of data-driven analytics would help organisations in data integration that facilitate better decision-making and improved operational efficiency. While the COVID-19 posed umpteen challenges in the field of supply-chain-management (SCM), big data analytics (...

In the past few decades, the concept of social entrepreneurship has emerged as a popular area of research study and practice. However, despite women social entrepreneurs showing great potentials through a reduced gender gap in social entrepreneurship unlike commercial entrepreneurship where the gender gap is found to be high, not much literature is...

The dynamics in the retailing landscape can be attributed to the technological changes in this digitalised age and its effect is visible on the evolving consumer behaviours. Organisations have been forced to integrate new tools of technology into their retailing processes, and also build up competitiveness. While earlier retailers were in the drive...

COVID-19 has greatly disrupted lives and affected buying behavior of individuals. Countries were forced to impose lockdowns, alongside the practices of wearing masks, social distancing and hygiene have become the 'new normal'. This situation forced consumers to rework shopping habits, modify food patterns, develop healthy eating and online shopping...

Purpose In recent years, while the food and grocery retail in developed markets like Western Europe seem to be slowly facing saturation, it has been steadily growing in the Asia–Pacific region markets like India. This is mainly due to the emergence of modern retail and the changing consumer dynamics. This study purposes to assesses whether food and...

Growing consumer awareness of social, cause-oriented consumption has prompted many marketers to use the concept of cause-related marketing to increase consumers' participation in socially responsible consumerism. Cause-related marketing involves a mutually beneficial collaborative partnership between a for-profit brand and a non-for-profit organisa...

In the contemporary digitalised age, big data analytics have enabled organisations to automate and analyse multiple sources of data and information quickly such that it facilitates optimised decision making process that help in achieving organisational goals. While, from a strategic perspective analysing of the data for eventual analysis is vital,...

The concept of cause-related marketing (CRM) has been in vogue since the past few decades and involves marketing activities carried out with the purpose ‘to be successful in addressing worthwhile social causes', through collaboration with charitable organizations that help to increase profitability along with bettering the society, in mutually bene...

Description Ethics, entrepreneurship, and governance are very essential and crucial for the sustainable development of institutions of higher education, especially in the face of moral ambiguity or ethical lapses that could occur. As such, it is vital to explore how to facilitate the effective and efficient development of higher education instituti...

In the contemporary digitalised age, big data analytics have enabled organisations to automate and analyse multiple sources of data and information quickly such that it facilitates optimised decision making process that help in achieving organisational goals. While, from a strategic perspective analysing of the data for eventual analysis is vital,...

In the past few decades, the concept of social entrepreneurship has emerged as a popular area of research study and practice. However, despite women social entrepreneurs showing great potentials through a reduced gender gap in social entrepreneurship unlike commercial entrepreneurship where the gender gap is found to be high, not much literature is...

There is a growing public awareness of ethical issues along with rising disposable income and increase in education and knowledge. This is triggering the ethical conscience of consumers and leading them to ethical consumerism. Ethical consumerism has grown out of the consumer interest and concern on issues and the practical application of marketing...

While, women entrepreneurship is synonymous with women empowerment, tremendously contributing to growth of the economy, sustainable entrepreneurship calls for innovations and successful diffusion. Barriers like lower entrepreneurial ability, lack of funds, etc., often inhibit women entrepreneurial innovations. The main objective of this paper is to...

Ethics, entrepreneurship, and governance are very essential and crucial for the sustainable development of institutions of higher education, especially in the face of moral ambiguity or ethical lapses that could occur. As such, it is vital to explore how to facilitate the effective and efficient development of higher education institutions to put i...

Since more than one and half decades, the concept of shopping among Indians has undergone sea changes, which can be attributed to the changing demographics, urbanisation, a young workforce, etc. India has emerged as a retail destination with lots of growth potential in categories such as food and grocery (F&G) that needs to be explored. Although pr...

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Purpose There is tremendous growth potential for food and grocery (F&G) retail in an emerging market like India. Bengaluru is the third most populous city of India. With a total consumption expenditure of Rs 2,020 billion and per capita retail expenditure of Rs 67,289 (in 2015), Bengaluru has emerged as a sought-after retail market with many foreig...

Growing consumerism calls for all types of retailers to deliver quality product/service offerings and differentiated experiences in line to consumers' needs and preferences. Tech savvy consumers of today are engaged in multichannel buying behaviour and are not loyal to any particular format. Unorganized retailers are redoing their outlets to match...

Since the past two decades the concept of women entrepreneurship has gained recognition as a significant contributor towards the economic growth of the country. This can be attributed to the many encouraging factors like family support, flexibility in work family schedule, encouraging policies etc. Nevertheless, there also exist certain barriers th...

In this chapter the author analyses the field of cross-border entrepreneurship through a comprehensive and rich literature review covering the factors initiating entrepreneurship and how these can contribute towards value co-creation in cross-border markets. Nevertheless, there are certain challenges and obstacles that could impede cross-border ini...

Business organizations have been using various resources to successfully meet the demand-supply equation at the market place. However, today businesses and consumers have realized the biggest consequence and challenge confronting them is the need to protect and preserve the natural resources and that their production and consumption behaviour can d...

The rapid economic development of the Asia­Pacific region is causing climate changes, altering the growth of the agricultural markets, raising concern on issues related to food security and healthy food consumption. Countries in this region are realising the need to adopt sustainable agricultural practices. This paper with the help of an exhaustive...

Since the past two decades the concept of women entrepreneurship has gained recognition as a significant contributor towards the economic growth of the country. This can be attributed to the many encouraging factors like family support, flexibility in work family schedule, encouraging policies etc. Nevertheless, there also exist certain barriers th...

This second edition book on Consumer Behaviour and Marketing Research combines two vital aspects of the field of marketing therein. The book is divided into two parts: (1) Consumer Behaviour and (2) Marketing Research, covering the various facets of consumer behaviour and the steps involved in the marketing research process, respectively. It is an...

Institutions of higher education have a major role to play in preparing the younger generation for a propitious future. Apart from imparting quality education, they need to instill high ethical values and practices amongst the student fraternity. The purpose of this chapter is to discuss the various facets of education and the role of ethics in the...

Purpose: To understand the conceptual link to consumer food choice behavior and learn on how to add to customer value through branding is proposed. Methodology: Through a literature review the paper distinguishes the concepts relevant to consumer behavior and branding. The effects of these concepts while analyzing: consumer behavior in general and...

The objective of this study is to understand how the traditional and organised retailers' retail operations can influence the consumption behaviour in the context of the evolving Indian retail industry.The paper attempts to correlate the various store attributes as perceived by Indian consumers in patronising both the types of retail outlets.Throug...

A well acknowledged fact by consumer researchers and practitioners of Marketing is the diversity observed in consumer behaviour. The purpose of this book is to give in the hands of readers a textbook on ‘Consumer Behaviour’ made interesting and understandable with explanations on the various aspects of consumption behaviour, provided in a simple an...

The purpose of this paper is to review the changes that are taking place in the Indian retail sector today. India is poised to become a retail power house in the future. With many established foreign retailers eyeing to be a part of the retail growth story, this paper will provide information on the existing scenario to all of them. The information...

Institutions of higher education have a major role to play in preparing the younger generation for a propitious future. Apart from imparting quality education, they need to instill high ethical values and practices amongst the student fraternity. The purpose of this chapter is to discuss the various facets of education and the role of ethics in the...

Across the world, markets are going through turbulent changes on account of the recession generally affecting the demand-supply equations. So, it is really a testing period for marketers who have to identify ways on how to compete in the existing volatile, uncertain, complex, unpredictable and ambiguous marketing environment. In times of such uncer...

This textbook is a blend of the fields of Consumer Behaviour and Marketing Communication and has been written exclusively for students pursuing MBA, where these aspects are offered as a part of the UPTU course. This textbook is a modest attempt to help MBA students (under the UPTU course) develop an understanding about all the facets which go into...

In the past few years, Indian marketers had to deal with turbulent market conditions. On one side, the recession in the developed economies affected and its impact felt on the Indian markets. And on the other side, the marketers had to face stagnating volumes with parity in product brand offerings at the marketplace. Through the second editions on...

Retailing has come to occupy a prominent position in today's modern society. In spite of the Indian retail revolution it is said that over 90% of the sales in urban India are still through traditional retail outlets.Nevertheless, modern organized retail formats are slowly emerging as strong contenders among consumers in store choice decisions. This...

Organisations are unique living organisms whose basic components are the persons or individuals and they in turn, are a fundamental part of the society as a whole.Firms today exist in a knowledge economy and the characteristic of the organisation will be its dominance of knowledge as a factor of production towards increasing rewards and profits. Th...

Marketing in today’s context represents a tremendous opportunity. For the customers, it provides a wider choice in the selection and purchase of products & services. While, for marketing firms it provides an opportunity to explore new markets and offer services/products on a more equal footing with large organizations. But the highly competitive en...

As we have reached the third millennium, a big challenge before everyone interested in the field of marketing is to cope up with the dynamism in the field of consumer behaviour. The last decade has witnessed a new explosive market with diverse inputs and manifestations-the vital P’s–product, packaging, promotion, players and price structure. New br...