Title: Role of somatic markers in consumer durable brand selection in e-retail

Authors: Satish Chandra Ojha

Addresses: STEP-HBTI, HBTU Campus, AKTU, Lucknow, 226021, Uttar Pradesh, India

Abstract: Consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. Business leaders of consumer durable goods organisations know their importance of having ready to access timely, accurate, information and data for managing customer relationships across divisions. Additionally, the Indian consumer profile has changed in terms of education, income, occupation, reference group and media habits. The consumer buying preferences are rapidly changing and moving towards high-end technology products with acculturation. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. With the growth in disposable incomes, the demand for high-end products such as television, refrigerator, and air conditioners has increased considerably. Capitalising on brain nature, various marketers forayed into neuron-based marketing designs, especially based on the advertisements. The current examines the role of somatic markers in consumer durable brand selection in e-retail.

Keywords: brand selection; consumer durables; e-retail; Indian retail; somatic markers.

DOI: 10.1504/IJBFMI.2020.109279

International Journal of Business Forecasting and Marketing Intelligence, 2020 Vol.6 No.1, pp.1 - 16

Received: 05 Jul 2019
Accepted: 07 Sep 2019

Published online: 02 Sep 2020 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article