Dr.Jasveen Kaur awarded UGC, Major Research Project, with magnanimous amount of Rs.10,23,000
Author(s): SK VyasDr.Jasveen Kaur who has been awarded UGC, Major Research Project. Amritsar, October 28, 2015: Dr.Jasveen Kaur, Associate Professor of University Business School (UBS) in Guru Nanak Dev University, Amritsar has been...
Amritsar, October 28, 2015: Dr.Jasveen Kaur, Associate Professor of University Business School (UBS) in Guru Nanak Dev University, Amritsar has been awarded University Grants Commission (UGC), Major Research Project, with the magnanimous amount of Rs.10,23,000. This project is entitled “Gender Differentiation in Projecting Antecedents & Consequentials of Impulse Buying Behaviour of Indian Retail Shoppers”, and is for the tenure of Three years under prestigious scheme on support for research to only few chosen faculty in the universities selected on merit; and it is through rigorous discussion/ interview procedure on the basis of Relevance of the Project Topic that the amount of the grant is decided by the Panel of Experts in the National Commission-UGC Office, New Delhi.
This Project study has been designed for the retail marketers and big shopping malls that are trying to carve their existence & niche in the competitive scenario, especially with the advent of global players in the retailing sector. Since it is difficult for the branded retailers to vary prices significantly, they can capitalize on the phenomenal change that has occurred in the Indian retail consumer behaviour i.e. the unplanned buying and buying on impulse or excitement/allurement. Therefore, this Project will provide an insight into the growing tendency of the retail mall culture among the Indian shoppers and the various marketing approaches that need to be adopted by organized retailers for enhancing shoppers’ footfalls and alluring buyer conversion strategies for boosting customers’ purchasing tendencies, so as to increase their market share and profit margins. This project study shall segregate impulsive shopping behaviour between male and female retail customers and also the extent of impulsivity they exhibit in the light of attractive deals offered by shopping-malls marketers./ (SK Vyas, Jalandhar)
Date:
Wednesday, October 28, 2015