|Track 15: Consumer Behavior & Retail Management|
Prof. S K Pandey
Indian Institute of Management Institute, Rohtak
Institute of Management Technology Ghaziabad, India
|Brief Description of The Track|
The retail sector has been going through tremendous changes over a period of time and the pace of such changes is poised to increase. The growing role of technology and the general impetus towards customization will make stores behave more like websites and websites like stores (Kahn, 2018). More and more brands are working towards the integration of different consumer touch points to increase their reach. Many factors are converging to make these changes and some of them are:
1. The dominance of e-commerce and m-commerce in the retail industry
2. Data is the new gold, with integration across various channels it has become easier for firms to store data. Data driven decisions based on consumer behaviours is the new trend in retailing.
3. More and more brands are going for vertical integration to deliver the product directly from factory to consumer.
4. Consumers have a lot of information available and social media is becoming a tool not only to for social needs but is also fast becoming a business tool. However, fundamental questions of consumer behaviour still remain relevant today. The Gen Z is going to form the major part of the consumer base by 2020. It is important that we make an effort in the direction to understand them. Add to this the power of the internet, social media and mobile, these technologies have given them a platform to raise their voice. The rising incidences of negativity towards brands makes marketing academicians examine the “dark” aspect of the consumer brand relationships (Dalli, Romani and Gistri, 2006).
Many other areas such as Data Privacy, New age advertising, Political Marketing, Green and sustainable Marketing, Fake News and Cross Cultural marketing are few areas which require the attention of the marketing researchers.
In view of this, the track invites papers which aim to contribute for making a better understanding of the consumer behaviour as well as retailing. Contributions are sought in all aspects of retailing, including the management of retailing, consumer response to retailing mix, the supply chains and distribution channels that serve retailers, the relationships between retailers and members of the supply channel, and all forms of direct marketing and emerging electronic markets to households. Submissions are invited in all areas related to retailing and consumer behaviour is not limited to the following suggestive topics