13th IBA International Conference on Marketing – MARKCON 2020

Technical Sessions Schedule –January 10, 2020

Friday, 10th January, 2020 Track 1 – Marketing Strategies

1.30 pm to 3.45 pm
Venue: Class Room 1

Paper ID Authors Paper Title

83 Jeyalakshmi P and Reena Customer Segmentation Using Clustering And Lead Time
Raj Optimation: The Case Of Olist Store In Brazil
51 Ananya Sen and Madhavi A Review of Advertisements under Societal Marketing of
R Select Indian Companies: The Millennials’ Perspective
62 Shivanee Chauhan, Ashish The State of Art Business Ecosystem
Gupta, Anil Singh and
Rajneesh Chauhan
116 Chandra Kant Impact of Executive functions on Sales Effectiveness

45 Nilanjana Chakrabarty and A Study Of The Marketing Innovation Practices In Select

Sraboni Sarkar Higher Education Institutions In Bangalore

©Indus Business Academy, Bangalore

Friday, 10th January, 2020 Track 2 – Retail Marketing
1.30 pm to 3.45 pm
Venue: Class Room 2

Paper ID Authors Paper Title

28 Gautam Agrawal, Ritu Retail Design in Integrated Bricks & Clicks Retail
Chhikara, Aastha Deshpande Environment
and Ruchi Garg
40 Siddhi Gadekar, Subhash What lies beneath: The Untapped potential of Retail
Pillai, Jick Castanha, Marketing using Online platform. A Case Study of Goa, India
Indrawati and Chen Ruey
Feng
52 Gireesh Y.M and Nagaraj Learning queues to the retailers from modern formats of
B.V retailing – A study in district headquarters of Karnataka, India
54 Harith Sivan and Parvathy Effectiveness of Retail offers: How customers react to it?
A. S

84 Chandan A J and Reena Raj A Study On Product & Customer Profiling Of A Supermarket
In Bangalore

Friday, 10th January, 2020 Track 3 – Start-up Ecosystem and Marketing at MSMEs
1.30 pm to 3.45 pm
Venue: Class Room 4

Paper ID Authors Paper Title

43 S Shyam Prasad and Shampa Make in India as Determinant of Perceived Quality of the
Nandi Product
49 Anurag and Anshita Understanding The Profile And Motivation Of People Who
Kesarwani Start E-WoM
63 P Suhail and Y Srinivasulu Performance Based Service Quality Model for Patient
Satisfaction in Ayurveda Healthcare
 57 Kalashree Umesh and To Understand the Prevalence of Entrepreneurial Effectuation
Dilipchandra S in Marketing Decision Making in Micro Entrepreneurs in
Bangalore
120 Manjunath V Analytical Study on Marketing Challenges for Start-ups &
S and Nandeesh V. Hiremath MSMEs in Indian context

Friday, 10th January, 2020 Track 4 – Digital Marketing

1.30 pm to 3.45 pm
Venue: Class Room 5

Paper ID Authors Paper Title

24 Uttamkumar Digital marketing strategies for millennials

Kinange and Vijay Joshi
48 Swetha R, Samiksha Kabbur Comparative Analysis of Consumer Perception on Digital
and Shampa Nandi Wallets between Millennial, Gen Z and Generation X
81 Reetika Swaroop, Arjun Mobile marketing Redefined: the untapped potential of
Manohar Conversion Rate Optimisation on Mobile apps
154 Kavitha Gowda and Influence of Instagram in promoting gastro-tourism
Niharika M.
77 Meghna Sentiment Analytics on Indian Restaurants with user-
Verma and Aishwarya generated content-A case study of India
Chandrashekar

Friday, 10th January, 2020 Track 5 – Sustainability Marketing

1.30 pm to 3.45 pm
Venue: Class Room 6

Paper Id Authors Paper Title

26 Uttamkumar Kinange and A Conceptual Paper On External Environment Analysis
Nikhil Patil Models
27 Sabitha Niketh Sustainability Marketing versus Green Marketing the Future
of a Green Economy
74 Savita Sodhi and Anupam Green Marketing: Awareness on Jharkhand Context -
Ghosh Consumer perception and Preferences
 44 Shristi Tandukar and The role of green marketing to transform the green economy
Arbinda Shrestha Yadav and sustainable economic development: Evidence from Nepal
96 Soumya Singh and A pan-generation investigation of factors and personality
A.S.Suresh Iyer aspects influencing customer perception in sustainable
marketing
102 Kavitha Gowda and Linda Impact of green washing on the green purchase decision of
Adens consumers
107 Harshika Sondhi Sustainability Marketing: A Conceptual Paper

Friday, 10th January, 2020 Track 6 – Customer Experience and Engagement

1.30 pm to 3.45 pm
Venue: MDP Hall (BS)

Paper Id Authors Paper Title

100 Karishma Mahnot and Determinants of factors influencing experience centres and its
A.S.Suresh Iyer impact on consumer perception toward high involvement
buying decisions
101 Rahul Joseph, Srinath Determinants of factors of Organic Scent Marketing and its
Mukundan, Paul Sajith and impact on consumer purchase intention
A.S. Suresh Iyer
109 Donna Imam and Determinants of factors of compulsive buying behaviour and
A.S.Suresh Iyer its impact on the purchase intention of millennial and post-
millennial generation using tri-component model
110 Nikhitha Garlapati and Determinants Of Factors Of Consumers Buying Behaviour
A.S.Suresh Iyer And Its Impact On Purchase Intentions Towards Luxury
Fashion In Bangalore City
103 Rajiv Menon and Kavitha Factor Affecting The Decision Making Process Of Indian
Gowda Consumers With Respect To Hybrid Vehicles
71 Arun Kumar A, Pooja S., Consumer Perception On The Services Provided By Starmark:
Poornima R An Empirical Study
 Technical Sessions Schedule –January 11, 2020

Saturday, 11th January, 2020 Track 1 – Brand Management

9.30 am to 11.00 am
Venue: Class Room 1

Paper ID Authors Paper Title

66 Nandita Mishra, Tanusree Corporate Social Responsibility And Its Relation With
Chakraborty, Ahamed Basha Employee Perception Vis-Vis Employer Branding
J and Aishwarya Lakshmi V
153 Kavitha Gowda and Murali Impact of product design/packaging and brand image on
Krishna perfume preference
67 Tanusree Chakraborty, Personal Branding Among Young Consumers In a Media Rich
Madhurima Ganguly, Economy: Exploring The Enterprising Self
Shifana V M and Sharmila
S.
72 Ashok Natarajan, Muthu Dynamics Of Brand Knowledge And Story Telling: Why And
Abarna, Sayoni Gayen, How It Works
Jagdeeshwari J S
and Nandita Mishra
68 Ashok Natarajan, Can Personal Brand Differentiate You From Others?
Karthikeyan S, Sandhya S, Exploring Personal Branding Dynamics Among Millennials
Hariharasudan P

Variety Seeking Behaviour In Online Shopping And

Rupesh M., Harshita M., and Consumers’ Brand Preference: Can Personality Moderate The
69
Saluri Revathi Relationship
Saturday, 11th January, 2020 Track 2 – Customer Experience and Engagement
9.30 am to 11.00 am
Venue: Class Room 2

Paper ID Authors Paper Title

76 Mallika Srivastava and Customer Value: Luxury Vs Non-Luxury products

Sakshi Saraf
82 Deepthipriya Pillai and Analysis Of Consumer Purchase Behavior
Reena Raj
17 Abhishek S Rahul and Jessy Millennial State of Mind: Testing perceptual factors of
Nair aspirational luxury products among urban millennials in India
88 Kavitha Gowda and Ira The Effect Of Airline Service Quality On Customer
Agarwal Satisfaction And Loyalty In India

94 Rahul Joseph and Determinants of factors consumer purchase behaviour and its
A.S.Suresh Iyer impact on purchase intention with reference to beverage
brands Coca-Cola and Pepsi in different clusters of Goa

114 R Bhaskar, M Uday and N An Empirical Study On Consumer Attitude Towards

Roshini Advertisements

Saturday, 11th January, 2020 Track 3 – Retail Marketing

9.30 am to 11.00 am
Venue: Class Room 4

Paper ID Authors Paper Title

111 Divya Nair and N Meena Affective Priming Technique in Advertising- A Conceptual
Rani study with reference to FMCG Sector
98 Siddartha Singh and Determinants of factors of value chain efficiency, its
A.S.Suresh Iyer interrelations and its impact on channel efficiency: Evidence
from Indian organized FMCG industry
99 Gurucharan Bhat and Determinants of store attributes and its influence on consumer
A.S.Suresh Iyer buying behaviour in Value fashion stores using integrated
models of SOR, Brand Equity and Consumer Psychology
 106 Rajnish Kumar, Vasudevan
M and Prabha Kiran
85 Murali Someswara Rao and
Nagaraj Venkata
91 Pydisetty Nitin Kumar and
A.S.Suresh Iyer
Saturday, 11th January, 2020
9.30 am to 11.00 am
Venue: Class Room 5
Paper ID Authors
29 Kishore Raaj Suresh
89 Bipasha Chowdhury,
Satarupa Das, Jyotisko Ray,
Arindam Saha
112 Saranya P
93 Manasvi Sharma and
A.S.Suresh Iyer
Saturday, 11th January, 2020
11.15 am to 12.45 pm
Venue: Class Room 1
Paper Id Authors
13 Cristina Mary Alexander and
D.H.Malani Srinivasarao
50 Sonia Mathew, Ajay Jose and
Dony Peter Chacko
Visual Merchandising: Customers’ Inclination Towards
Impulsive Buying
A Study On Retail Store Attributes Influence On Consumer
Preference Of Store Selection In Visakhapatnam City
Factors influencing various stake holders in FMCG and its
impact on value chain: Evidence from General trade channel
in Bangalore City
Track 4 – Rural Marketing
Paper Title
M-Commerce in transforming rural India – An empirical
analysis of rural consumers’ acceptance behaviour and
technological readiness
Fast Move To Rural Then Move To Consumer Awareness –
Flavour Of FMCG
Impact on the Economy by the Rural Customers
Factors Influencing Intermediaries In Supply Chain Of
Consumer Healthcare Products And Its Impact Towards Their
Association With A Brand: Evidence From Rural Market Of
Central India
Track 1 – Customer experience and Engagement
Paper Title
Conceptualizing Customer Experience Quality in Taxi
Aggregation context
Consumer value perception of online meat purchase in
emerging markets
 121 Brijesh Singh, Sangeeta Impact of Relational Bonds on Customer Loyalty: An
Mehrolia and Dr. R. K Gopal empirical study on online apparel category wrt Millennial
Customers in Bangalore
95 Debarati Dutta and A.S.Suresh Factors of Sales, Branding, Technology, Consumer Buying
Iyer Behaviour and its Influence on Consumer Buying
Intention: Evidence from Business to Business Sector
90 Vikram S, Nikhil Kumar Singh A Study of Materialism Among Millennials
and Bijuna C Mohan
97 Kavya Pathak and A.S.Suresh A study of factors of online buying behaviour and its
Iyer impact on repurchases intention
61 Pragati Sinha Consumer Behaviour Data – A remedy to the dark side of
marketing in India

Saturday, 11th January, 2020 Track 2 – Brand Management

11.15 am to 12.45 pm
Venue: Class Room 2

Paper Id Authors Paper Title

22 Roshini S, Gemini.V.Joy and Share of Mind Perspectives of Employer Branding – An
Keerthana D Empirical Study
113 Latha Ramesh and Narayani The Association Between Brand Value, Profitability And
Ramachandran Firm Value Evidence From India
56 Suba Lakshminarasimhan A Study on Personal Branding and Self - Marketing
Strategies for Women Leaders in Corporate

70 Aju Simon P., Amridha Storytelling And Brand Building: Looking Through The
Varshney B S and Ashritha M Lens Of Neuroscience Behind Success Of Storytelling
117 Sangeeta Devanathan Tracing the Characteristics and Consequences of Luxury
Brand Consumption
Saturday, 11th January, 2020 Track 3 – Digital Marketing
11.15 am to 12.45 pm
Venue: Class Room 4

Paper Id Authors Paper Title

59 Vijayalakshmi Impact Of Social Media Usage On Online Buying Habits
M, Somashekar Among Millennial
C and Panneerselvam S
21 Robinson Colaco, Subhash Do Billboard advertisements has impact in the present
Pillai, Jick Castanha, digitalized world of business?. An exploratory study of
Indrawati and Yasmin Goan customers
Bepari
151 Ramesh K IoT and Providing Value for Consumers in Urban Location
23 Keerthana Dharmalingam, Online Purchase Decision Making Among Interactive
Gemini V.Joy and Roshini Media Users – A Conceptual Framework
Sugumaran
30 Pradnya Chitrao Social Media for Marketing communication in the Digital
Era
118 Akash M, Tarun Kumar S A Study on effectiveness of Mobile advertisement with
and Vignesh Swaminathan respect to Conversion Rate and Interaction when compared
C to other Digital Media

Saturday, 11th January, 2020 Track 4 –Marketing Strategies

11.15 am to 12.45 pm
Venue: Class Room 5

Paper Id Authors Paper Title

55 Vaisakh Ravi Nambiar, Indian Education System: Level Of Satisfaction Among
Purnita Deb and Tripti International Students
Gupta
 86 Madhuri Nyshadam and Great lies of food products you are buying into an analysis
Lalitha Vanteddu on marketing tricks
87 Shwetha S.P and Reena Loan Prediction Using Association And Classification
Raj
92 Vivek Narayan and Determinants of factors affecting pan generation to follow
A.S.Suresh Iyer Macro Influencers and its impact on purchase intention:
Evidence from cosmetics industry

Special Track – Teaching and Learning Through Innovative Practices

Saturday, 11th January, 2020
1.30 pm to 3.00 pm
Venue: Adarsh Memorial Auditorium

Paper Id Authors Paper Title

PI 111 Dr. Jessy Nair Co-creation for Continuous Learning
PI 112 Dr. Arul The Projects at PSGIM- Applications of the Ideas and
Skills to New Marketing Situations
PI 113 Dr. Suresh Iyer Contemporary Pedagogical Improvisations in Management
Education: a B-School Perspective
PI 114 Dr. Nripendra Singh Development of hybrid high-impact pedagogy and an
entrepreneurial ecosystem
PI 115 Dr. M.R Suresh Innovation in Teaching Marketing: Case of Product
Strategy and Brand Management