Characterizing and Categorizing the Essence of Sport Consumption Behavior: A Thematic Analysis

Sport consumer decision making is a complex process in which an individual evaluates, acquires, uses, or disposes of sport products or services. This qualitative study aimed to identify, understand, and describe the essential characteristics of sport products consumption behavior among professional athletes in Thailand. In-depth interviewing was carried out on 25 professional athlete consumers who responded to semi-structured questions regarding their sport goods consumption. Thematic analysis was performed on the transcripts to describe the essential characteristics of the consumption and to identify overarching topics. Following social constructionism, three themes (i.e., acquisition, use, and disposal) were analyzed and eight categories (i.e., economy concern, gender independence, internet reliance, inquisitive mind, visibility quest, brand focus, environmental concern, gifting preference) were induced. The findings gave insight into athlete consumers’ behavioral characteristics in term of their sport products consumption. Understanding these points contributes to gaining leverage in planning a domestic marketing strategy for this kind of goods

Factors Influencing Online Shopping During Diwali Festival 2014: Case Study of Flipkart and Amazon.In

The Indian retail sector is witnessing a dramatic change because of changing mindset of the urban consumers. These consumers are spoilt for choices and are presented not only with different products and brands but also with diverse retailer formats such as departmental stores, specialty stores, and online shopping platforms. The prospect of online shopping is increasing in India because of many factors such as increased Internet literacy, perceived usefulness, ease of use, increased number of working women, entry from the global and local participants, and the increased visibility of online players, to name a few. E-tailing is the process of selling retail goods using the internet. The Indian e-tailing sector has matured enough to deal with the rapid transformations from the era of offline to online platform to be used by the consumers and addresses the challenges faced in this process. The paper examines the growth and opportunities in the Indian e-tailing sector by focusing on the current and future wave of the two big giant e- tailers in India, namely Flipkart and Amazon.in. The purpose of this research is to understand the positive and negative factors influencing the online shopping in India during the festive season. It also aims to explore the role of online shopping festival in driving the shopping explosion from consumer’s perspective. The study is basically to understand the strategies adopted by Flipkart and Amazon.in to capitalize on the “Diwali festive season 2014” to keep their consumers captivated and thereby increase their profits dramatically

Varieties of cultural crowdfunding: the relationship between cultural production types and platform choice

Due to the unique nature of the Cultural and Creative Industries (CCIs), the impact of crowdfunding on them is more significant than on other industries. This study investigates the association between crowdfunding campaigns in four different categories of cultural production and each campaign promoter's decision regarding platform choice (...