Department of Management

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Author: search.filters.author.Dutta, Nirankush

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Now showing 1 - 10 of 23
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    A tale of stores and screens: Unveiling consumer behaviour in omnichannel retailing through the lens of behavioural reasoning
    (Elsevier, 2025-04) Dutta, Nirankush
    This research examines the mechanisms that foster or deter consumers’ adoption of digital storefronts that traditional brick-and-mortar retailers integrate for omnichannel operations in emerging markets, through the lens of Behavioural Reasoning Theory. Using a mixed-methods approach, the study first identifies specific reasons for and against shopping on the digital platforms of brick-and-mortar retailers through qualitative interviews with retail experts. These findings are then tested quantitatively with a survey of 1392 Indian omnichannel consumers, analysed using partial least squares structural equation modelling and importance-performance matrix analysis. The results reveal that perceived product quality and shopping flexibility are the main drivers for adoption, while the attractiveness of alternatives and concerns over delivery timeliness are key deterrents. Additionally, the analysis considers the influence of perceived compatibility and the moderating effect of product type, with electronics and clothing as representative of search and experience goods, respectively. The analysis finds that perceived compatibility exerts a moderate to low effect on consumers’ reasoning and their attitudes, and that deterrents have a stronger negative impact for experience goods in shaping consumers’ attitude towards adopting the digital storefronts of brick-and-mortar retailers. The findings advance Behavioural Reasoning Theory in retail contexts, providing actionable insights for brick-and-mortar retailers to enhance their omnichannel strategies by addressing consumer-specific motivations and barriers.
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    Generational dynamics of omnichannel customers: analysing shopping preferences across diverse product types
    (Emerald, 2025-01) Dutta, Nirankush
    This study explores the shopping orientations of omnichannel customers through the lens of generational cohort theory, which influences their decision-making style while shopping online. It offers key insights into how Generations X, Y and Z interact with digital platforms, helping retailers adapt to the shifting dynamics of modern customers.
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    Adoption and usage of the electronic national agriculture market: a literature review
    (CRC Press, 2023) Dutta, Nirankush; Chanda, Udayan
    Agricultural marketing is one of the lifelines for a sizeable population of India and it contributes 25 percent of the GDP. An effective agricultural marketing system can help farmers market their products at a fair and reasonable price. In recent years due to technological breakthroughs, the Indian agriculture sector is experiencing substantial shifts in irrigation strategies and the result is reflected in the surplus production of crops. Despite record production in crops the visible changes in farmers’ earnings are very negligible. The more profitable production of crops emphasizes the importance of agricultural marketing for the inclusive development of the agriculture and welfare of the farmers. “Thus the government and other organizations are trying to address the key challenges of agriculture in India, including small holdings of farmers, primary and secondary processing, supply chain, the infrastructure supporting the efficient use of resources and marketing, and reducing intermediaries in the market” (Sharma 2021). The National Agriculture Market (eNAM)- a pan-India electronic trading portal introduced in April 2016 to connect the Agricultural Produce Market Committees (APMC) mandis and to set up an integrated nationwide market for agricultural commodities. “It unites surplus production regions with deficit regions through an online platform, which may lead to better market competition, and thus better prices for farmers for their produce” (Venkatesh et al, 2021). This initiative was widely considered to be a game changer for farmers and the overall agricultural marketing sector of India. The present research paper reviews existing literature on the adoption of the e-NAM platform across different Indian states to highlight the status of adoption and acceptance by its various stakeholders
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    Omnichannel retailing: exploring future research avenues in retail marketing and distribution management
    (Emerald, 2023-07) Dutta, Nirankush
    This study explores the present state of research related to omnichannel retail, investigates retail's different sub-areas and suggests future research directions.
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    Showrooming: a retrospective and prospective review using the SPAR-4-SLR methodological framework
    (Emerald, 2023-12) Dutta, Nirankush
    This article undertakes a literature review on showrooming, offering an exhaustive overview of research publications and future research objectives that will contribute to extending the understanding of the phenomenon.
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    State of Research on Gamification for Online Consumers in SCOPUS Indexed Marketing Journals
    (Springer, 2024-08) Dutta, Nirankush
    In today’s business landscape, exceeding customer expectations is no longer a bonus; it’s the essential fuel for dominance. Hence, businesses are leaving no stone unturned. One rising strategy in this battle is engaging consumers through gamification. Game elements have direct and positive effects on users’ engagement in e-commerce. This evolving phenomenon has given rise to interest among researchers to study gamification and its effect on online consumers. This current paper attempts to synthesize these studies that have been published in Marketing journals over the years. Thus, this paper aims to provide direction for research on gamification to the Marketing scholars, and share a comprehensive view of the findings which the managers will find useful. Relying on the PRISMA framework and TCCM framework, a systematic literature review has been conducted for this study, to succinctly present the state of extant literature and identify the future scope of research.
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    Exploring consumer cynicism: a systematic literature review
    (Springer, 2024-09) Dutta, Nirankush
    This article conducts an extensive literature review on consumer cynicism from 2011 to August 2023. Its primary objective is to thoroughly explore existing research publications while pinpointing potential directions for future investigation. The study encompasses a vast body of consumer cynicism literature sourced from esteemed journals indexed by SCOPUS and ranked by ABDC. Employing the “Preferred reporting items for systematic reviews and meta-Analyses” (PRISMA) framework, the analysis delves into bibliometric aspects, including publication trends, citation patterns, and research methodologies, providing quantitative insights into consumer cynicism research. It comprehensively covers a spectrum of antecedents and dependent variables, vividly depicting the consumer cynicism landscape. Furthermore, the review critically assesses the scope of variables examined within the consumer cynicism context. Identifying the multitude and diversity of factors explored in the literature underscores the all-encompassing nature of research into this phenomenon. This comprehensive review contributes significantly to a deeper understanding of consumer cynicism and offers valuable directions for future research endeavours.
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    Identifying the drivers of ‘loyal showrooming’: a systematic literature review
    (Taylor & Francis, 2024-08) Dutta, Nirankush
    Retail showrooming behaviour is described as the phenomenon in which customers browse the products in-store before making the purchase online at a lower price. This is due to the fact that different shopping channels have emerged and have gained the attention of customers. However, customers do prefer visiting the showroom to check on the prices and best buying options within the store. The retail environment is progressing towards the environment where store-based offline shopping does exist with online shopping mediums, and retailers need to understand the factors that maximize customers’ purchase within the store during showrooming. This paper is aimed at establishing the significance of loyal showrooming and determining its drivers based on an extensive literature review of 168 research articles published in indexed journals during the last 12 years. It is suggested that retailers should adopt strategies based on the present multichannel retailing environment and the driving factors identified to convert the showroomers into loyal showroomers.
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    Effect of facilitating conditions on the use of social networks as pedagogical tool in higher education
    (Springer, 2024-10) Bhat, Anil Kumar; Dutta, Nirankush
    As internet connectivity gains ubiquity and social network sites emerge as the most popular venue for gathering of people of all ages, the government and educationists can think of putting social networks to better use by using it as a pedagogical tool, especially for higher education. Although some studies have been conducted in this regard, the findings often seem to lack proper scientific and statistical validation. Moreover, majority of these research works having been conducted in the Western countries, may not hold true in case of developing countries like India. The current research work focuses on this need and attempts to explore the present status of usage of social media in Indian institutes of higher education. Taking cue from the Unified Theory of Acceptance and Use of Technology, proposed by Venkatesh et al. (MIS Q 2(3): 425–478, 2003), we have checked whether there is a significant difference in perception among faculty members, students and administrators of higher educational institutions regarding availability of facilitating conditions to use social network sites for educational purposes. Appropriate statistical techniques have been used on a random sample to empirically validate the findings, which indicate that the expectation of faculty members, students and administrators in institutes of higher education vary regarding use of social media for academic purposes.
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    Direct to Consumer eCommerce (D2C) Business Model: The Dilemma of Getting It Right
    (IGI Global, 2023) Dutta, Nirankush
    Digital technologies are changing both the national and global business landscapes. Digitalization within firms and industries and newcomers from other fields give new conditions for competition through new business models. The Handbook of Research on Business Model Innovation Through Disruption and Digitalization discusses the aspects of the innovation of business models through disruption and digitalization. It further includes chapters on theories and practices related to the overall theme of how business models are developed. Covering topics such as agile networks, interactive business models, and managerial implications, this major reference work is a dynamic resource for business leaders and executives, IT managers, human resource managers, entrepreneurs, government officials, students and faculty of higher education, librarians, researchers, and academicians.