scispace - formally typeset
Search or ask a question
Author

Suraj Kushe Shekhar

Other affiliations: Kannur University
Bio: Suraj Kushe Shekhar is an academic researcher from VIT University. The author has contributed to research in topics: Marketing mix & Packaging and labeling. The author has an hindex of 2, co-authored 22 publications receiving 33 citations. Previous affiliations of Suraj Kushe Shekhar include Kannur University.

Papers
More filters
01 Jan 2013
TL;DR: In this article, the authors have identified chocolate packaging cues influencing buying decisions of young consumers in Kannur District, Kerala State, India and concluded that the informational elements on packages positively influenced purchase decisions than visual elements as far as low involvement purchase categories (chocolates) were concerned.
Abstract: Packaging is an important element of modern lifestyle and branding process. Changing lifestyle and increasing self service has placed product package as a tool to stimulate impulse purchase and increase sales promotion. The present study identified chocolate packaging cues influencing buying decisions of young consumers in Kannur District, Kerala State, India. A Multiple cross sectional descriptive research with convenient sampling technique elicited data from 240 students. Kolmogorov-Smirnov test, Shapiro-Wilk test, Kruskal Wallis test, Mann-Whitney U tests were used to interpret the data. Inferential statistics showed that chocolate packaging had significant influence in purchase pattern of students. Males and females differed significantly with respect to variables named ‘Ingredients’ & ‘Manufacturing unit’s address’. ‘Quality’, ‘Material’, ‘Ingredients’ & ‘Manufacturing unit’s address’ were significant across certain age groups of the respondents. ‘Brand name’, ‘Material’ and ‘Ingredients’ differed significantly ac ross qualifications. However, it was concluded that the informational elements on packages positively influenced purchase decisions than visual elements as far as low involvement purchase categories (chocolates) were concerned.

11 citations

Journal ArticleDOI
25 Jul 2021
TL;DR: According to the World Health Organization (WHO), the word “infodemic” refers to too much information, including false and misleading information circulating in digital and physical environments du...
Abstract: According to the World Health Organization (WHO), the word “infodemic” refers to too much information, including false and misleading information circulating in digital and physical environments du...

10 citations

Journal ArticleDOI
TL;DR: In this paper, the authors identify consumers' perception and attitude towards various packaging cues on a high impulse, low involvement confectionary product, namely chocolates across a wide range of consumers.
Abstract: Packaging which is often called as the 'silent salesman' is an important component of marketing. Today, the importance of packaging has risen to such an extent that product packaging is rightly called as the fifth 'P' of marketing mix. This paper identifies consumers' perception and attitude towards various packaging cues on a high impulse, low involvement confectionary product, namely chocolates across a wide range of consumers. Data interpretations using SEM approach indicated that when consumers associations with packaging and beneficial dimensions were high, the tendencies to buy chocolates were also high. It was also observed that packaging and nutritional mislead had direct negative effect in buying influence of chocolates. Further, it was also concluded that packaging and attitude towards new designs also had direct negative effect in buying influence of chocolates. The results were significant in all the above mentioned situations.

5 citations

Journal ArticleDOI
27 Aug 2021
TL;DR: A novel disease was reported in December 2019 and it eventually became a global pandemic and the rapid spread became a public concern.
Abstract: A novel disease was reported in December 2019 and it eventually became a global pandemic. The rapid spread became a public concern. As expected, the media became a major source of information durin...

4 citations

Journal ArticleDOI
TL;DR: In this article, the authors examined consumer behavior and their attitudes towards buying different types of pharmaceuticals (like over-the-counter drugs, herbals, ayurvedic, analgesics etc).
Abstract: Pharmaceutical industry is a fastest growing industry in India. It is valued at above US 40 billion dollars. India exports large amount of drugs to difference parts of the world. Nowadays people are conscious of what they buy. Even if doctors prescribe a medicine, consumers resort to internet to get more information on the medicine before they consume it. Consumers have different perceptions on various kinds of drugs. Understanding the consumer attitude towards drugs will help the marketers to formulate marketing strategies better. The present study examines as to what the consumers look out when they reach to purchase a drug from the pharmacy. This paper scrutinizes and gives insights on consumer behavior and their attitudes towards buying different types of pharmaceuticals (like over-the counter drugs, herbals, ayurvedic, analgesics etc). The paper highlights the importance of factors like price, trust and brand in making importance purchase decisions. Further it was also observed that most of the people prefer buying over-the-counter drugs, which might end up being misused by the consumers. However, it was also found that consumers try to be well-aware of the medicine before buying or consuming it. Along with it, price sensitivity is something which majorly dominates the buying behavior of the consumers.

4 citations


Cited by
More filters
Journal ArticleDOI
TL;DR: In this paper, the relationship between consumers' perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products was investigated.
Abstract: This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products.,This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey.,The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality.,The findings of this research provide guidelines for marketing minimally branded products.,The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).

33 citations

Journal ArticleDOI
TL;DR: In this article, the authors present a systematic literature review of consumers' consumption and purchasing behavior towards cocoa and chocolate, showing that there is a strong focus on Fair Trade in chocolate and that the price and promotion are under-investigated issues.
Abstract: Chocolate is consumed all over the world. Since its origin, it has undergone many transformations to meet changing market demand. A better understanding of consumer behaviour is a key objective of any business, and so it is for chocolate businesses. In order to fulfil this aim, the current study presents a systematic literature review of consumers’ consumption and purchasing behaviour towards cocoa and chocolate. Two databases have been used to collect the literature: Scopus and Web of Science. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) flow diagram was used to identify the articles through the process of data screening and extractions. A total of sixty-four scientific articles have been selected. Research topics, methodological approach and data collection method were identified for each article selected. Then, the identified topics were grouped into four categories in order to obtain a model of major determinants in chocolate consumption: personal preferences, product attributes, socio-demographic factors and economic attributes. Results show that there is a strong focus on Fair Trade in chocolate. Moreover, the current literature review supports the fact that the price and promotion are under-investigated issues. This research represents a valuable tool, especially from a marketing point of view, by creating new channels and new sales opportunities for chocolate products.

25 citations

Journal ArticleDOI
TL;DR: In this article, the authors identify and analyse the elements of dairy product packaging which influence customer purchase decisions, according to these elements' compliance with their expectations; and to analyse the relations between final customers' expectations towards elements of DPs and their three chosen demographic characteristics including age, gender and level of education.
Abstract: Purpose – The purpose of this paper is to have two main research goals: to identify and analyse the elements of dairy product packaging which influence customer purchase decisions, according to these elements’ compliance with their expectations; and to analyse the relations between final customers’ expectations towards elements of dairy product packaging and their three chosen demographic characteristics including age, gender and level of education. Design/methodology/approach – The paper is theoretical and empirical in nature. In the theoretical part, the cognitive-critical analysis of the world’s literature on marketing and marketing management was applied. In the empirical part the following research methods were used: questionnaire survey for gathering primary data and statistical analysis (factor analysis and the Kruskal-Wallis independence test) for the analysis of the primary data and for statistical reasoning, which formed the basis for the final conclusions. Findings – On the basis of the researc...

23 citations

Journal ArticleDOI
TL;DR: In this paper, the authors investigated the extent that consumers prefer the localised packaging over standard packaging, and how the differences may vary across different product types, and found that the role of packaging is more pertinent for hedonic than for utilitarian products.
Abstract: Purpose – The aim of this study was to investigate the extent that consumers prefer the localised packaging over standard packaging, and how the differences may vary across different product types. An ongoing debate facing marketers is whether marketing approaches should be localised as international brands enter foreign markets. In practice, international brands often localise their packaging when sold in foreign markets. This research questions whether and under what conditions is this practice beneficial to foreign brands. Design/methodology/approach – The experiment used a 2 (product type: hedonic versus utilitarian) × 2 (packaging design: standard versus local) factorial designs. Product type was within-subjects, and packaging design was between-subject to minimise learning effects. For each product type, two product categories were used. Findings – Overall, the results show that the role of packaging is more pertinent for hedonic than for utilitarian products. For hedonic products, participants pref...

19 citations

Journal Article
TL;DR: In this paper, the influence of packaging on the purchase decisions of young consumers was studied by administering a specially developed questionnaire to 300 young consumers, and the results showed that non-vegetarian consumers are more concerned with environmental issues than vegetarian consumers, while the majority of the consumers attached importance to packaging and were willing to pay a premium price for packaged food products.
Abstract: Influence of packaging on the purchase decisions of young consumers was studied by administering a specially developed questionnaire to 300 young consumers. Consumers' perception about the importance and influence of packaging on purchase decision was studied on five points Likert's scale. To identify important attributes and delineate underlying dimensions Factor analysis was performed. It was found that the majority of young consumers attached importance to packaging and were willing to pay a premium price for packaged food products. Key functional attributes related to safety and convenience, utility, and economic and social costs were considered consequential while making purchase decisions. Results showed that non- vegetarian consumers are more concerned with environmental issues than vegetarian consumers. The study not only contributes to understanding the influence of packaging on the purchase of food products but also provides insight into consumers' preferences to the marketers of food products.

17 citations