Ritu Chhikara

Bio: Ritu Chhikara is an academic researcher from BML Munjal University. The author has contributed to research in topics: Prejudice (legal term) & Architectural technology. The author has an hindex of 3, co-authored 10 publications receiving 18 citations.

Factors affecting adoption of electric vehicles in India: An exploratory study

Abstract: Although necessary, there are a large number of complex factors involved in making mass adoption of Battery Electric Vehicles in a developing country like India, a reality. This qualitative study encompasses exploration of the drivers for, barriers to, and support mechanisms involved in making this transition successful. 41 in-depth interviews across multiple stakeholders such as automobile manufacturers, suppliers, academicians & consultants, BEV owners, potential customers, and government officials were conducted. Inclination of the government towards investment in R&D and offering financial & non-financial benefits were identified as major drivers. Poor infrastructure and prevalent product related technical issues, high cost of manufacturing due to raw material imports in the country, and insufficient legislative support around incentives offered to customers came up as major barriers. Impactful awareness and promotional campaigns by govt and industry, increased collaboration between industry and academia, continuous testing and improvisation of vehicular performance could serve as support mechanisms.

Driving Customer Appeal Through the Use of Emotional Branding

Abstract: Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Evolution of luxury marketing landscape: a bibliometric analysis and future directions

Abstract: The concept of luxury is archaic, but it is only recently that luxury marketing (LM) has caught academic attention. The result is a growth in global publications. This study examines 34 years of scientific research on LM through bibliometric and content analysis of Scopus data consisting of 893 articles from 271 journals. Results reveal that though the field is still developing, it has been approached from multiple disciplines and methodologies. A structured bibliometric and content analysis enabled an in-depth study of the field’s evolution. Further, the results of bibliographic coupling indicate clusters of emerging themes in LM scholarship such as sustainability, social media marketing, counterfeiting, among others. Finally, a conceptual framework emerging from the thematic clusters and future research directions follow.

A Qualitative Insight Into the Personal Factors Impacting Online Impulse Behavior

Abstract: The purpose of the chapter is to have a deeper understanding of impulse buying and find out the different personal factors that affect the impulse behavior of the consumer in the online context. Phenomenology methodology was used by conducting 12 in-depth interviews with Gen Y as the main respondents. The interview transcripts were analyzed through the method of thematic analysis. This study found that factors such as sudden urge to buy, haptics, risk factors, persuasion, convenience, monotony and boredom, and trust were the dominant personal factors. These factors act as the triggers for consumers to make impulse purchase decisions. This study differentiates the personal and market-oriented factors and broaden the understanding of impulse buying behavior. The findings will enable the marketers to make effective strategies and help the business organizations to increase their revenues.

Comparing between Product-specific and General Impulse Buying Tendency: Does Shoppers’ Personality Influence their Impulse Buying Tendency?

Abstract: The sudden urge to buy, referred to as impulsive buying, is triggered by both a gamut of extraneous, market-related stimuli and internal psychological factors. The extant literature on this has majorly focused on the antecedents of impulsive shopping, prominent among these include traits (like sensation-seeking and impulse buying tendency or IBT), motives (utilitarian, hedonic), shoppers’ resources (time and money), and marketing stimuli. Although personality is a key determinant of consumer decision-making, the role of personality traits, specially extraversion, neuroticism, and conscientiousness, in impulse buying is not conclusive. Also, there exists a need for analysing impulse buying behaviour with respect to product-specific situations rather than general IBT. The present study fills this gap by analysing the role of three personality traits on impulse buying. A scenario-based online experiment was conducted, and the sample respondents were randomly categorised into two groups. The former group had respondents with an instrument to measure their IBT in general, while the later had respondents for whom the instrument was shared with a scenario built around the product category of apparel. With the data set of 386 respondents, the study reveals that the relationships between the two personality traits—extraversion and neuroticism, and IBT—are independent of the product category. However, the influence of conscientiousness on impulsive buying tendency depends on the product category. The study concludes with managerial implications.

Work-life Balance Decision-making of Norwegian Students: Implications for Human Resources Management

Abstract: Objective: The paper aims at identifying and assessing the significance of work-life balance determinants between the Youth of highly developed societies and its implications for human resources management on the example of Norway. Research Design & Methods: The research target group consists of 236 respondents recruited among Norwegian tertiary education students. It employed literature analysis , two-stage exploratory research: direct individual in-depth interviews, survey based on a self-administered, web-based questionnaire with single-answer, limited choice qualitative & quantitative, as well as explanatory research (informal moderated group discussions). Findings: The research on perceptions of determinants of quality of life and attractiveness of life strategies shows that in a country with relatively high socioeconomic development level, such as Norway, differences in rankings do exist. They can be observed in relevance to both material and non-material QoL determinants. Implications & Recommendations: The study revealed a need for deeper research on individually driven early decision-making of future employees and entrepreneurs. This will result in closer modelling of socioeconomic phenomena, including more accurate adaptation to trends on the labour market and creation of new business models. Contribution & Value Added: Research value added comes from the comparison of perceptions of quality of life determinants between countries at various stages of socioeconomic development and its implications for human resource management.

Repercussions of COVID-19 on small restaurant entrepreneurs: The Indian context

Abstract: In the pre-COVID period, the restaurant industry had significantly grown in India in the past decade due to rapid urbanization and modernization In the post-COVID period, the small restaurant entrepreneurs are fighting for their survival due to the lack of funds, a shift in the consumers' behaviour and perception, and negative cash flows It has led to the closure of restaurants, loss of employment, and adversely affected the allied industries The small restaurant entrepreneurs are exploring some new opportunities amid the crisis and adopting innovative approaches, technological and digital interventions to meet the consumers' need for a contact-less dining experience However, a joint effort on the part of entrepreneurs and government bodies will facilitate and fuel the restaurant industry's growth again

Ubiquitous Commerce for Creating the Personalized Marketplace: Concepts for Next Generation Adoption

Abstract: Ubiquitous commerce (u-commerce) creates a dynamic convergence of the physical and digital, producing Web-based wireless and next-generation technologies in ways that generate new levels of convenience and value for buyers and sellers. Ubiquitous Commerce for Creating the Personalized Marketplace: Concepts for Next Generation Adoption provides a compendium of definitions and explanations of concepts and processes within u-commerce, as well as research targets, objectives, techniques, and methodologies. This Premier Reference Source contains a collection of chapters authored by leading international experts, offering an in-depth description of key terms and concepts related to different areas, issues, and trends in u-commerce and technologies in modern organizations worldwide.

Survival of Private Sector Manufacturing Establishments in Africa: The Role of Productivity and Ownership

Abstract: textThis paper analyzes the risk of exit for privately-owned manufacturing establishments in a small African economy. It shows that changes in the structure of ownership following an economic reform have important implications on stablishment survival. The risk of exit is lower for establishments that belong to multi-unit firms as compared to single-unit establishments suggesting the presence of information and risk sharing mechanisms within a group. Although female-owned businesses tend to be smaller in size, they have better chances of survival than male-owned establishments. The probability of exit also declines significantly in establishment size and productivity.