FMCG brand extensions strategy and consumer buying behavior – An empirical study in Odisha region

Corporate decisions in managing brands are always influenced by market characteristics. The companies are constantly innovating newer marketing strategies to stay ahead & reap more benefits. In case of FMCG segment brand managers are applying popular approach of extending the successful and established brands. This research paper seek to provide an answer to the factors that influence brand extension strategies in case of FMCG segment and also tried to verify the influence of mediating variables like age, income, gender, education, profession and family size etc. The research is an in depth descriptive and empirical study aimed at finding out the influence of various factors like Perceived Risk, Similarity, Reputation, consumer innovativeness, Perceived quality and brand concept consistency in case of FMCG segment. The study is based the primary survey of 250 consumers across Odisha region about their choice and preferences of FMCG segment and their extensions. In this study the over all effect of brand extension strategies in both already extended parent brand and hypothetical extension of parent brands are examined

Digital Payment Continuance Intention Using Mecm: The Role of Perceived Experience

Purpose:  The purpose of this paper is to examine the determinants of digital payment continuance intention, which is essential for long term success.   Theoretical framework:  Expectancy confirmation theory developed by Oliver (1980) and then expectancy confirmation model by Bhattacherjee (2001) examined the need of continuance intention. Looking at the significance of digital payment through Mobile phones, Mobile expectation confirmation model and role of perceived experience need to be examined for continuance intention.   Design/methodology/approach:  Empirical data from 400 Indian users, who had prior experience with digital payment were analysed by using Confirmed factor analysis and structural equation modelling.   Findings:  The results confirmed that Mobile expectancy confirmation had exploratory power in explaining continuance intention, perceived usefulness, perceived experience and satisfaction of digital payment. Furthermore, perceived experience has moderating role in explaining the relationship between confirmation and continuance intention towards digital payment.   Research, Practical & Social implications:  The findings help financial service providers to understand the significance of meeting customer expectation and satisfying their need by enhancing perceived experience and usefulness, leading to favourable attitude towards digital payment and continuance intention.   Originality/value:  This study was based on MECM and contributing to the limited body of research on continuance intention towards digital payment. Furthermore, the role perceived experience was examined to establish the relationship between confirmation and continuance intention along with other variables like perceived usefulness and satisfaction