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2768 items in total found

Working Papers | 2014

Weighted-Additive versus Reference-Dependent models of bundle evaluation: Evidence from discount framing on product bundles with surcharges

Arvind Sahay and Sumitava Mukherjee

Attractiveness of product bundles largely depends on how prices are framed. There is considerable disagreement among two contemporary models that posit how product bundles with discounts are evaluated. According to the weighted-additive model, discounts on the most important component in a bundle increases attractiveness. However according to the reference-dependent model, discounts on the most negatively valued component make a bundle more attractive. This research evaluated the relative influences of different price formats and discount offers for bundles with a primary product and a secondary surcharge component (shipping charge). Across two studies on a low and a high priced product, discounts on the negatively valued shipping surcharge increased attractiveness of the bundle compared to a similar discount on the product, thus supporting the reference-dependent model. Further, for a low priced product, bundling increased attractiveness while for a high priced product, partitioning was more attractive. Beyond theoretical understandings of price evaluation, these findings also have important practical implications for advertisers.

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Working Papers | 2014

Mortality Impact Evaluation of "Chiranjeevi Scheme" of Government of Gujarat

Dileep Mavalankar, Parvathy Sankara Raman, and K. V. Ramani

The maternal mortality ratio of Gujarat was 148/100,000 live births in 2009 (SRS, 2011a) and the infant mortality rate 41/1000 live births in 2011 (SRS, 2011b). The government of Gujarat announced Chiranjeevi Yojana in 2005 to reduce maternal and infant mortality. The scheme was pilot tested in five backward districts in the state. In 2007 the scheme was scaled up for the whole state. Under this scheme the state government paid private obstetricians a fixed sum of money to conduct free child birth services to BPL and tribal women. In 2010, Indian Institute Management, Ahmedabad carried out an impact evaluation study by selecting Banaskantha district which was one of the five pilot districts. Four blocks were selected from the district. The study was done in two phases. The first phase of the study collected records of all births, maternal deaths, infant deaths, deaths of women in the reproductive age group (15-49 years) and stillbirths. The study identified 34,375 births, 78 maternal deaths, 609 deaths of women in reproductive age group, 319 still births and 762 neonatal deaths over a two year reference period: May 2008-April 2010. The second phase of the study used case control method in which verbal autopsies were carried out for all identified maternal deaths. Two controls (mothers with complication in child birth and mothers with no complication during child birth) were selected for each maternal death. Verbal autopsies were also carried out for alternate neonatal deaths and stillbirths. One control was selected for each of the neonatal deaths and stillbirths. Results showed that there was reduction in maternal mortality, neonatal mortality and stillbirth for those women who availed the benefit of the scheme compared with the eligible non beneficiaries. However, these results were statistically not significant, due small number of maternal deaths, neonatal deaths and stillbirths collected during our reference period.

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Working Papers | 2014

Simultaneous evaluation of pro-self and prosocial bonus schemes: Implications for newer management policies towards social betterment

Sumitava Mukherjee and Arvind Sahay

Prosocial bonuses are incentive schemes where people get bonus money to spend on social causes or colleagues that can potentially improve functioning and satisfaction. It is not yet clear how people would evaluate and choose when simultaneously pro-self and prosocial options are posed. We presented three alternatives simultaneously for a bonus that could be spent on oneself or colleagues or poor people. Two studies measured predicted satisfaction for these alternative ways of spending the bonus and a third study examined whether people would indeed opt to spend a real monetary bonus prosocially when a pro-self option is available. Results provided converging evidences in support of prosocial bonuses if it is spent on poor people but not on colleagues.

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Working Papers | 2014

Novel Features for Review Helpfulness Prediction

Srikumar Krishnamoorthy

Online reviews play a critical role in customers purchase decision making process on the web. The online reviews are often ranked based on user helpfulness votes to minimize the review information overload problem. This paper aims to study the factors that contribute towards helpfulness of online reviews and build a predictive model. It introduces a set of novel features for predicting review helpfulness. The proposed model is validated on two real-life review datasets to demonstrate its utility. A rigorous experimental evaluation also reveals that the proposed linguistic features are good predictors of review helpfulness.

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Working Papers | 2014

Elements of task definition shopping situations: A study in context of products high on haptic salience

Abhishek and Piyush Kumar Sinha

Marketing literature has identified task definitions as one of the important situational influences. Task definition features of a situation include an intent or requirement to select, shop for, or obtain information about a general or specific purchase. Researchers have tried to define planned and emergency shopping situations on basis of amount spent on trip and by customer-generated measures on the purpose of the shopping trip. In the studies using behavioral data, either an individual cut-off or an aggregate cut-off has been used. All these definitions of planned and emergency shopping situations are driven from practitioners' perspective and suffer from operationalization issues. This brings to fore a need to enhance the understanding about the concept of task definition. In this study, we make an attempt to understand and define the concept of task definition from customers' perspective. Based on the thematic analysis of data collected through qualitative interviews, we identify the elements of task definitions which customers consider salient in distinguishing between different task definitions. We conclude, based on the additional analysis of comparison of these elements across different product categories, that it is also important to consider the finer point in elements across two product categories for same type of shopping trip.

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Working Papers | 2014

Brand Adoption by BoP Retailers

Piyush Kumar Sinha, Suraksha Gupta, and Saurabh Rawal

Previous studies with regard to brand adoption by retailers have focussed on large retailers who are approached directly by the brands. There is a lack of studies on how BoP retailers adopt brands who sell to a very different set of customers and are served indirectly through long indirect channels. Most studies have approached the subject from a distribution perspective of reaching to these markets. Sixty retailers belonging to different villages of Central and North Gujarat, were interviewed to understand their brand adoption process. The interviews were audio recorded, transcribed and analysed. A grounded theory based analysis was carried out. The analysis brought out six criteria used by the retailers in selecting brands with demand for the brand as the most dominant factor. Other criteria included brand adoption by other retailers, profitability, influence of wholesaler/distributor, and packaging.

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Working Papers | 2014

The Role of Government Regulation in Incubating Social Enterprises

Abhishek, Vaibhav Bhamoriya, Piyush Kumar Sinha, and Ankur Golwa

Social Enterprise is young, emerging, and a high potential domain attracting thousands of social entrepreneurs in India. Social enterprises, with their dual focus on financial sustainability and social impact, face a set of unique challenges. One of the most important challenge which has a major bearing on the working of social enterprises, is government regulation. The regulations faced by these social enterprises are defined by the legal structures under which these enterprises are incorporated. The legal structures that govern social enterprises need to be understood by the social entrepreneurs. This article, by describing and explaining the different regulations required for various legal structures, intends to help the social entrepreneurs to clearly see through the process of setting up their enterprise and its incubation phase.

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Working Papers | 2014

Impact of Store format on Shopping Involvement

Piyush Kumar Sinha and Dwarika Prasad Uniyal

Store formats exist in three forms of convenience, variety and experience. Shopping involvement tends to change across these formats. This current study (a) establishes the role of store formats on shopping involvement, (b) understands the change in the nature of involvement as the shopper moves to an experience store from a variety or a convenience store format, and (c) measures shopping involvement as different from purchase involvement or purchase-decision involvement. A 3 X 3 factorial design was created using the three formats and three levels of extent of information search representing different buying decisions. Participant observations at different formats were carried out, which was followed by in-depth interviews to understand the motivations and gratifications with regard to shopping and store formats. A new scale to measure Shopping Involvement was developed as different from purchase and purchase-decision involvement.

The study found that store formats impacted shopping involvement levels. The convenience format showed a lower level of involvement compared to other formats. However, there was no significant difference between the involvement levels of the variety store format and experience store format. The study showed that the expressive aspect of involvement became more prominent in experience store, while the functional involvement did not increase to the same extent. Shopping involvement in each of these formats also varied with the extent of information search. Retailers would benefit by adopting in-store activities that enhance involvement for the format used. They need to provide the correct type and amount of increase information to the shoppers for better shopping experience and building loyalty.

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Working Papers | 2014

Measuring and Managing Institutional environment of Institutes of Professional Education

T. V. Rao and Siddhartha Saxena

Questionnaire surveys of perceptions of institutional environment have been found to be a good diagnostic tool to facilitate self-renewal, leading to effective management of institutions of Higher education. Normally, such tools are developed by interviewing multiple stakeholders (faculty, students, staff, etc.). By now, a number of tools have been developed and used. This paper presents four such tools that have been used extensively as diagnostic tools. One of them was developed to predict the adoption of innovations in engineering colleges and polytechnics. The second one was developed as a part of the self-renewal effort of one of the institutes of professional education and used to bring about change. The third one was developed using the Stern's framework based on Henry Murray's need-press model, which attempts to study student preference for activities or student interests (needs) and correlate them with corresponding Institutional environment (press) as perceived by the students. The questionnaires have been found to give more useful data about institutions, in addition to what the theoretical models offer. In using these tools, the authors promote a collaborative approach of Institutions based in the same location or managed by the common stakeholders of these institutions for bench marking, self-renewal and improvements.

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Working Papers | 2014

Impact of interconnectedness of organizations on agility: A multi-theoretical perspective

Atul Arun Pathak

This paper conceptually explores the impact on the strategic agility of an organization due to it being a part of an inter-connected network of organizations. Organizations need to be strategically agile to respond to the challenges posed by dynamic environments. Existing literature has highlighted that today's organizations are more interconnected with each other than ever before in history. Also researchers are unanimous in their opinion that today's organizations face increased environmental dynamism. However, literature has not explored the relationship between organizational agility and inter-connectedness of organizations in a network. The focus of this paper is to bridge this gap by conceptually exploring whether an organization that becomes part of a network has the freedom and flexibility to evolve its own strategies, have an independent (of the network) understanding of the environmental changes, and even move from one network to another easily and without friction. The paper is based on network theory, resource dependent view and transaction cost theory.

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