Papers by Dr Sunildro L . S . Akoijam
Panic buying in the second wave of COVID-19: the moderating effect of past buying experience
Journal of Asia Business Studies
Purpose With the advent of the second wave of COVID-19 pandemic, there is a need to analyse the s... more Purpose With the advent of the second wave of COVID-19 pandemic, there is a need to analyse the scenario of panic buying (PB) behaviour of the customers which was evident in the first wave. This paper aims to examine the PB scenario as well as the moderating effect of past buying experience (PBE) on PB in the second wave of the COVID-19 pandemic. Design/methodology/approach This study is based on the theories of stimulus–organism–response model and the competitive arousal model. Based on these theories, this paper investigates how panic situation created by external stimuli such as perceived scarcity (PS), perceived risk (PR), news in media (NM) and social learning affect the perceived arousal (PA) among people which in turn influence the PB behaviour of customers. Data were collected from 253 customers from different parts of India. Structural equation modelling is used to analyse the moderating effect of PBE on the PB in the second wave of COVID-19 pandemic. Findings The results i...
SSRN Electronic Journal, 2016
Manipur is a state situated in the Eastern-most corner of Northeast India. The state shares borde... more Manipur is a state situated in the Eastern-most corner of Northeast India. The state shares borders with other Northeastern states of Nagaland, Mizoram and Assam and the neighbouring country of Myanmar. Manipur has conducive Agro-Climatic Conditions for fruits and vegetables. It has also a good connectivity and link with South East Asian countries. It has supportive vegetation for various medicinal and aromatic plants. It also has a good transport infrastructure and effective air connectivity with major cities of the country including Delhi, Kolkata, Mumbai, Bangalore etc. Manipur has various unique and beautiful tourist destinations which attract a large number of tourists not only from within the country but also from abroad. The state is surrounded by green verdant hills with salubrious weather. It offers a variety of attractions for tourists including lakes, parks, historical places, gardens, waterfalls, mountains etc. This paper is an attempt to identify the branding components of Manipur as a differentiated tourist destination. It has adopted the destination branding model adapted from (from Saarinen 1997; Ooi 2001; Iliachenko 2005). The paper is exploratory in nature. In order to achieve the objectives, the cases of various attractive tourist destinations in Manipur have been taken into account. Moreover the SWOT analysis has also been used for better analysis. The findings of the study reveals that branding is an important element in identifying and differentiating tourist destinations in order to attract a large number of tourists from all over the globe. It also plays an important role in promoting the destination in a unique way.
Investigating the Bargaining Power of Buyers in Assam Silk Industry-A Critical Analysis
Towards excellence, Jun 30, 2022
Bargaining power of buyers is a very pertinent component to understand the competition in any ind... more Bargaining power of buyers is a very pertinent component to understand the competition in any industry to make effective strategic decisions. This study is an attempt to analyze the bargaining power of buyers in the Assam silk industry which holds a significant position not only in India but across the world because of its unique and quality products. Data were collected from 80 number of Assam silk sellers from Sualkuchi area of the state of Assam in India by focus group interview method through open ended unstructured schedule. The content analysis method is used for the study using Porter’s five forces framework. The findings indicates that there is existence of high bargaining power of buyers as there is availability of numerous silk substitutes at cheap price easily available at silk market of Assam with less distinguishing features, designs, texture and colours. Moreover, it is found that there is less or no switching cost for Assam silk customers and easy backward integration. As a result, the Assam silk industry is becoming less profitable and attractive for these customers who are highly price sensitive. In this regard, the Assam silk industry stakeholders and policy makers should undertake defensive strategies to mitigate the bargaining issues and offer quality products & services at lower prices to customers to sustain this age old industry
Exploring the COVID-19 Revival Strategies Adopted by Assam Silk Industry
Towards Excellence, 2021
COVID-19 pandemic has affected all the industries of India in general and the Indian textiles & h... more COVID-19 pandemic has affected all the industries of India in general and the Indian textiles & handloom and handicraft industry in particular to a great extent. In the same measure, the silk industry is no exception and the pandemic intensely affected the demand and supply of Assam silk products too. All the industries have devised different strategies to counter the effect and revive the industries. Similarly, the Assam silk industry has also adopted some revival strategies during this pandemic. In this backdrop, this study is an attempt to explore the strategies adopted by Assam silk shopkeepers to revive the silk industry. It further analyses various government assistances to sustain the silk industry. Primary data were collected from 60 number of Assam silk shopkeepers of Sualkuchi area by in depth interview through unstructured schedule. The findings indicate that the Assam silk shopkeepers failed to devise effective strategies but rather relied more on Government assistance i...
Investigating the link between Supply Chain Management Practices and Supply Chain Performance in Food processing industry
International Journal of Business Excellence, 2021
Panic buying in the second wave of COVID-19: the moderating effect of past buying experience
Journal of Asia Business Studies
Purpose With the advent of the second wave of COVID-19 pandemic, there is a need to analyse the s... more Purpose With the advent of the second wave of COVID-19 pandemic, there is a need to analyse the scenario of panic buying (PB) behaviour of the customers which was evident in the first wave. This paper aims to examine the PB scenario as well as the moderating effect of past buying experience (PBE) on PB in the second wave of the COVID-19 pandemic. Design/methodology/approach This study is based on the theories of stimulus–organism–response model and the competitive arousal model. Based on these theories, this paper investigates how panic situation created by external stimuli such as perceived scarcity (PS), perceived risk (PR), news in media (NM) and social learning affect the perceived arousal (PA) among people which in turn influence the PB behaviour of customers. Data were collected from 253 customers from different parts of India. Structural equation modelling is used to analyse the moderating effect of PBE on the PB in the second wave of COVID-19 pandemic. Findings The results i...
To buy or not to buy: factors influencing online purchase intention across clothing and apparel, consumer electronics and personal care products
International Journal of Electronic Marketing and Retailing, 2021
To buy or not to buy: factors influencing online purchase intention across clothing and apparel, consumer electronics and personal care products
International Journal of Electronic Marketing and Retailing, 2021
Journal of Asia Business Studies, 2023
Purpose
With the advent of the second wave of COVID-19 pandemic, there is a need to analyse the s... more Purpose
With the advent of the second wave of COVID-19 pandemic, there is a need to analyse the scenario of panic buying (PB) behaviour of the customers which was evident in the first wave. This paper aims to examine the PB scenario as well as the moderating effect of past buying experience (PBE) on PB in the second wave of the COVID-19 pandemic.
Design/methodology/approach
This study is based on the theories of stimulus–organism–response model and the competitive arousal model. Based on these theories, this paper investigates how panic situation created by external stimuli such as perceived scarcity (PS), perceived risk (PR), news in media (NM) and social learning affect the perceived arousal (PA) among people which in turn influence the PB behaviour of customers. Data were collected from 253 customers from different parts of India. Structural equation modelling is used to analyse the moderating effect of PBE on the PB in the second wave of COVID-19 pandemic.
Findings
The results indicate that the PS, PR and NM continue to be strong predictors of a buyer for PA. However, the PB is not reinforced by the moderation effect of PBE.
Research limitations/implications
This paper investigates the consumers’ PB behaviours in the wake of third wave of COVID-19 pandemic which add to the existing literature of COVID-19 pandemic. Moreover, this study also examines how previous buying experience can moderate the PB behaviour of the customers in subsequent phases of COVID-19 pandemic. This supports the potential effectiveness of self-regulation as an intervention strategy for reducing PB behaviours during the COVID-19 pandemic.
Practical implications
This study emphasises the impact of external stimuli like PS, PR and media coverage on PB behaviour, marketers and policymakers should manage to avoid triggers. Although PBE may not moderate PB during a pandemic, it can play a significant role in future buying behaviour. Anticipating potential triggers and designing effective marketing strategies that cater to customers' needs can help manage PB behaviour during disasters or pandemics. In addition, promoting conscious consumption awareness and self-regulation practices among customers can help manage PB behaviour, benefit the environment and society and make customers more responsible buyers.
Originality/value
To the best of the authors’ knowledge, this study examines the PB behaviour of customers during the second wave of COVID-19 pandemic for the first time. This study also investigates the moderating effect of PBE on the PB behaviour of customers during a pandemic which is new and significant that extends the literature on PB behaviour during a pandemic.
To buy or not to buy: factors influencing online purchase intention across clothing and apparel, consumer electronics and personal care products
International Journal of Electronic Marketing and Retailing, 2021
To Buy or Not to Buy: Factors influencing Online Purchase Intention across Clothing & Apparel, Consumer Electronics and Personal Care products
International Journal of Electronic Marketing and Retailing, 2023
The paper attempts to examine how different factors influence online purchase intention across th... more The paper attempts to examine how different factors influence online purchase intention across three product categories: clothing and apparel,
consumer electronics and personal care. Data were collected from
416 customers from different parts of India. Multiple regression is used to
analyse the influence of five important factors; subjective norms, perceived usefulness, perceived enjoyment, perceived risk and social media influence on online purchase intention across three the product categories. The results indicate that the five factors influence the online purchase intention differently across clothing and apparel, consumer electronics and personal care products. This paper makes a novel attempt towards understanding and investigating how these five factors impact the online purchase intention across the different product categories. The study is significant for online marketers in designing specific marketing strategies for the different product categories.
Decision-making using regression analysis: a case study on Top Tier Holidays LLP
The case journal, Feb 7, 2023
This study aims to investigate the factors that contribute to the overall tour experience and ser... more This study aims to investigate the factors that contribute to the overall tour experience and services provided by Top Tier Holidays. The study is mixed in nature, and the researchers have used analytical tools to analyse the data factually. Multiple regression using MS Excel is used in the study. Case overview/synopsis This case is based on the experiences of a real-life travel and tour company located in New Delhi, India. The case helps understand regression analysis to identify independent variables significantly impacting the tour experience. The CEO of the company is focused on improving the overall customer experience. The CEO has identified six principal determinants (variables) applicable to tour companies’ success. These variables are hotel experience, transportation, cab driver, on-tour support, itinerary planning and pricing. Multiple regression analysis using Microsoft Excel is conducted on the above determinants (the independent variables) and the overall tour experience (the dependent variable). This analysis would help identify the relationship between the independent and dependent variables and find the variables that significantly impact the dependent variable. This case also helps us appreciate the importance of various parameters that affect the overall customer tour experience and the challenges a tour operator company faces in the current competitive business environment. Complexity academic level This case is designed for discussion with the undergraduate courses in business management, commerce and tourism management programmes. The case will build up readers’ understanding of linear regression with multiple variables. It shows how multiple linear regression can help companies identify the significant variables affecting business outcomes.
Sustainability
India’s Assam silk products are well known and popular across the globe but have been facing stif... more India’s Assam silk products are well known and popular across the globe but have been facing stiff competition from numerous competitors. In this regard, there is a need to analyse the sustainable competitive advantages of Assam silk products to devise defensive strategies to sustain the age-old industry. Therefore, the purpose of this study was to identify the sustainable competitive advantages of the Assam silk products from buyers’ and sellers’ perspectives. Data were collected from 200 sellers and buyers through a standardised structured questionnaire; namely, the Buyers’ and Sellers’ Agreement Scale (BSAS). We employed the one-sample and independent-sample t-tests for the data estimation. The findings indicated that the Assam silk products had different levels of sustainable competitive advantages that mainly included quality, geographical indications, designs, durability, customer loyalty, customer base, timely delivery, product differentiation, product uniqueness, and innovat...
Decision-making using regression analysis: a case study on Top Tier Holidays LLP
The CASE Journal by Emerald, 2023
This study aims to investigate the factors that contribute to the overall tour experience and ser... more This study aims to investigate the factors that contribute to the overall tour experience and services provided by Top Tier Holidays. The study is mixed in nature, and the researchers have used analytical tools to analyse the data factually. Multiple regression using MS Excel is used in the study. Case overview/synopsis This case is based on the experiences of a real-life travel and tour company located in New Delhi, India. The case helps understand regression analysis to identify independent variables significantly impacting the tour experience. The CEO of the company is focused on improving the overall customer experience. The CEO has identified six principal determinants (variables) applicable to tour companies’ success. These variables are hotel experience, transportation, cab driver, on-tour support, itinerary planning and pricing. Multiple regression analysis using Microsoft Excel is conducted on the above determinants (the independent variables) and the overall tour experience (the dependent variable). This analysis would help identify the relationship between the independent and dependent variables and find the variables that significantly impact the dependent variable. This case also helps us appreciate the importance of various parameters that affect the overall customer tour experience and the challenges a tour operator company faces in the current competitive business environment. Complexity academic level This case is designed for discussion with the undergraduate courses in business management, commerce and tourism management programmes. The case will build up readers’ understanding of linear regression with multiple variables. It shows how multiple linear regression can help companies identify the significant variables affecting business outcomes.
Sustainability, 2023
India's Assam silk products are well known and popular across the globe but have been facing stif... more India's Assam silk products are well known and popular across the globe but have been facing stiff competition from numerous competitors. In this regard, there is a need to analyse the sustainable competitive advantages of Assam silk products to devise defensive strategies to sustain the age-old industry. Therefore, the purpose of this study was to identify the sustainable competitive advantages of the Assam silk products from buyers' and sellers' perspectives. Data were collected from 200 sellers and buyers through a standardised structured questionnaire; namely, the Buyers' and Sellers' Agreement Scale (BSAS). We employed the one-sample and independent-sample t-tests for the data estimation. The findings indicated that the Assam silk products had different levels of sustainable competitive advantages that mainly included quality, geographical indications, designs, durability, customer loyalty, customer base, timely delivery, product differentiation, product uniqueness, and innovation. The findings were new because this was the first study that identified the sustainable competitive advantages of India's Assam silk industry, which occupies a significant position in the world. The study will benefit India's Assam silk industry in devising strategies to face the challenges in sustaining and growing its business for a long time.
Tij S Research Journal of Economics Business Studies Rjebs, Oct 31, 2011
Food security in India has to be understood as a distress phenomenon, as with marginal increase i... more Food security in India has to be understood as a distress phenomenon, as with marginal increase in their incomes over time they are forced to cut down on their food consumption to meet other pressing demands of health and education that were not considered important in the past. High economic growth rates have failed to improve food security in India leaving the country facing a crisis in its rural economy. If food security is a complex objective, pursued with others (shelter, safety, health, self-esteem), in a world where individual households face diverse, complex and different livelihood opportunities, what role can policy possibly play? Can governments ever know enough to act? This paper is focused on the several foods security issues prevalent in the Indian scenario. Data are taken from relevant sources to analyse the gravity of the food security issues in India. It also covered the several development programmes taken up by the Indian government to counter various food security issues including several schemes and yojanas.
Tij S Research Journal of Social Science Management Rjssm, 2012
In recent times, microfinance has emerged as a major innovation in the rural financial marketplac... more In recent times, microfinance has emerged as a major innovation in the rural financial marketplace. Microfinance largely addresses the issue of access to financial services. In trying to understand the innovation of microfinance and how it has proved to be effective, one has to look at certain design features of microfinance. The thing that is of great importance here is to see how various models are being used to bridge the gap between the need for financial services across time, geographies, and risk profiles. In providing services that bridge this gap, formal institutions have limited access to authentic information both in terms of transaction history and expected behavior and, therefore, resort to seeking excessive information thereby adding to the transaction costs. This paper has attempted to analyse the various micro finance models being used by MFIs in India and also suggest some measures to improve the drawbacks of various models. It has also attempted to analyse the various challenges and prospects of microfinance in the Indian scenario.
Prospects and Challenges of Medical Tourism
Global Developments in Healthcare and Medical Tourism, 2020
Medical tourism has seen rapid growth in the past few years in Manipur from neighboring states as... more Medical tourism has seen rapid growth in the past few years in Manipur from neighboring states as well as countries, particularly Myanmar. Manipur is also trying to be on the medical tourism map of India with eminent medical practitioners across the state trying to take advantage of the Act East Policy of the Indian Government. Manipur witnessed a significant investment in healthcare over the last decade. With the emergence of some of the eminent hospitals and research institutes with advanced technology in the state, the diagnosis of many of the complicated medical problems are done effectively with minimal cost. The prospect looks bright, but challenges such as tag of being a ‘disturbed area' and complex visa procedures for foreign nationals could constraints to the exponential growth of medical tourism in Manipur, especially from neighboring countries. The chapter is an attempt to study the prospects and challenges of medical tourism in Manipur. The study is exploratory in na...
Rural credit: a source of sustainable livelihood of rural India
International Journal of Social Economics, 2012
Purpose - The purpose of this paper is to analyse the issues and concerns of Indian rural credit,... more Purpose - The purpose of this paper is to analyse the issues and concerns of Indian rural credit, which is a powerful tool for enhancing production and productivity and for poverty alleviation. Further it highlights some of the strategies adopted by Reserve Bank of India (RBI) to increase the rural credit facilities in the rural area of India. Design/methodology/approach - The various tools of rural credit are analysed in detail. The Regional Rural Bank (RRB) who play a vital role in increasing the rural credits is studied. Self Help Group (SHG)-Bank Linkage model of NABARD which creates an interface of the informal arrangements of the poor with the banking system is also analysed in detail. Findings - Rural credits serve as a tool for providing a sustainable livelihood for millions of rural Indians who don't have a means of livelihood. Several organisations like RRBs, Microfinance Institutions, NABARD, etc. are playing a major role in providing rural credit facilities to rural India. Reserve Bank of India (RBI) is formulating and regulating the policies and procedure to make the rural credit facilities available to most of the needy. In spite of several efforts put up by various organisations to increase the rural credit facilities, several challenges will prevail in the years to come. Originality/value - These aspects of the financial sector remain undervalued in mainstream literature on rural credit. With India being a nation in which more than 70 percent of people live in rural areas and rural credit being a powerful, and the only, tool for rural people in providing a means of livelihood, its importance and potential should be known to each individual.
Sustainable livelihood business strategies of village women: A case study of Wwags in Manipur
Asian Journal of Management, 2017
Uploads
Papers by Dr Sunildro L . S . Akoijam
With the advent of the second wave of COVID-19 pandemic, there is a need to analyse the scenario of panic buying (PB) behaviour of the customers which was evident in the first wave. This paper aims to examine the PB scenario as well as the moderating effect of past buying experience (PBE) on PB in the second wave of the COVID-19 pandemic.
Design/methodology/approach
This study is based on the theories of stimulus–organism–response model and the competitive arousal model. Based on these theories, this paper investigates how panic situation created by external stimuli such as perceived scarcity (PS), perceived risk (PR), news in media (NM) and social learning affect the perceived arousal (PA) among people which in turn influence the PB behaviour of customers. Data were collected from 253 customers from different parts of India. Structural equation modelling is used to analyse the moderating effect of PBE on the PB in the second wave of COVID-19 pandemic.
Findings
The results indicate that the PS, PR and NM continue to be strong predictors of a buyer for PA. However, the PB is not reinforced by the moderation effect of PBE.
Research limitations/implications
This paper investigates the consumers’ PB behaviours in the wake of third wave of COVID-19 pandemic which add to the existing literature of COVID-19 pandemic. Moreover, this study also examines how previous buying experience can moderate the PB behaviour of the customers in subsequent phases of COVID-19 pandemic. This supports the potential effectiveness of self-regulation as an intervention strategy for reducing PB behaviours during the COVID-19 pandemic.
Practical implications
This study emphasises the impact of external stimuli like PS, PR and media coverage on PB behaviour, marketers and policymakers should manage to avoid triggers. Although PBE may not moderate PB during a pandemic, it can play a significant role in future buying behaviour. Anticipating potential triggers and designing effective marketing strategies that cater to customers' needs can help manage PB behaviour during disasters or pandemics. In addition, promoting conscious consumption awareness and self-regulation practices among customers can help manage PB behaviour, benefit the environment and society and make customers more responsible buyers.
Originality/value
To the best of the authors’ knowledge, this study examines the PB behaviour of customers during the second wave of COVID-19 pandemic for the first time. This study also investigates the moderating effect of PBE on the PB behaviour of customers during a pandemic which is new and significant that extends the literature on PB behaviour during a pandemic.
consumer electronics and personal care. Data were collected from
416 customers from different parts of India. Multiple regression is used to
analyse the influence of five important factors; subjective norms, perceived usefulness, perceived enjoyment, perceived risk and social media influence on online purchase intention across three the product categories. The results indicate that the five factors influence the online purchase intention differently across clothing and apparel, consumer electronics and personal care products. This paper makes a novel attempt towards understanding and investigating how these five factors impact the online purchase intention across the different product categories. The study is significant for online marketers in designing specific marketing strategies for the different product categories.