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Mature businesses across all advanced countries are struggling to find new markets as these countries are aging with the consequence that their domestic markets are either stagnant or growing very slowly. Their future seems to be destined to come from emerging markets, India being one of them. The challenge is especially high for business organizations that are leaders in their industry. Also, marketing as a discipline has to serve the call of meeting societal and customer needs. The Indian market has been estimated huge in size, approximately 1.2 trillion in purchasing power parity for the households earning an annual income of less than 4,000. This comes to almost 880 million of Indian population of which 22 percent is urban India and 78 percent rural India, commonly referred to as Bottom of the pyramid/low income/subsistence markets. While these markets offer immense business opportunities they also pose challenges because of their unique characteristics such as low incomes, geographical dispersion, heterogeneity in culture, poor transport, communication and media infrastructure, lack of education, different life styles compared to other income segments, lack of affordability and availability which are actually the effects of poverty. The needs of this segment have to be addressed by the corporate world but it might need a new approach with new business frameworks for implementation. The first most important thing that companies must understand is what constitutes value for this segment, how is it different from other segments and how can firms offer value through their market offerings, accordingly what could be the successful business models. Decoding customer value at the bottom of the pyramid: an urban India perspective answers these questions through a practical, rigorous, and research-oriented way, written in a lucid and easy style for both practitioners and academicians for a quick grasp. This book would be a must read for Busineswws Executives across the globe with an interest in the low income customers in India. It will be a window for them to understand these customers and the perspective on value for them which can be incorporated in firm's products and services. This book is must for aMarketing Faculty in Indian Business Schools as this complements the existing Marketing core papers which fail to cover this side of the Indian Reality for B School Participants. Together Business and Academia may start aligning to this customer segment which is seen as a challenge and both sides fail to organize themselves.

The labour force participation rates in India stands at 27.2 % for women in comparison to 78.8% for men whereas globally, the gender gap in the labour force participation rate is 26.5% as per the report published by ILO (2017). The employment conditions are also reported to be vulnerable for the women in terms of fewer working hours; usually not by choice, access to social protection and ambiguous employment contract. Gender integration in the workforce is facilitated through developmental policies of the government such as cluster development and associated "rurbanisation" i.e. transformation of rural to urban areas. Sustainable economic growth requires greater women participation for the enhanced income of these "rurban" areas. Even though the economic necessity may lead to no choice but to work; for women, the gains from income may not lead to her overall well-being. To optimize these results of socio-economic policies, the policy-makers should be able to gauge the benefits as well as the loop-holes of investment and its impact on human development. This study assesses whether the stimulation to local economic development through income generation leads to narrowing gaps in areas of income, literacy and gender gap in the workforce. The paper also uses textual analysis to explore the idea and perception of gender integration at the workplace of the women natives of the rurban clusters of Greater Noida which has undergone a shift in the structure of its major economic activities. The study presents the perceptual findings of women and their preference towards work the balance between work and family, similar opportunities as men and obstacles at work. The socio-economic development of women is assessed to examine the role of rurbanisation in reducing the income-inequality gap.

PurposeThe quest to acquire new customers and retain the existing ones is a challenge for all aviation companies. This paper attempts to assist the aviation companies in tackling this challenge by revealing the most important factors that their customers consider to be the most important while making purchasing choices.Design/methodology/approachDrawing on three separate studies, this paper identifies the most important factors that influence consumers' choice of airlines in an emerging economy context. The first study adopts a qualitative approach with 20 respondents (Max QDA is used for analyzing these data), followed by the second study based on a quantitative survey with 105 participants, and finally, the third study which employs a multi-criteria decision-making technique named fuzzy analytic hierarchy process (AHP) on a sample of 12 expert customers.FindingsThe findings of this paper reveal that customer care quality and on-time arrival are the two most important factors that aviation customers consider while making their purchase decisions. In contrast, baggage allowance and fastest route to destination are the two least considered by aviation customers while making their purchasing choices.Research limitations/implicationsThis study includes only a geographic-specific segment of passengers. Future studies of consumer preferences in the aviation industry may include consumers belonging to other geographic regions. Furthermore, future studies may segment their sample populations based on factors other than age, the purpose of travel and booking medium.Practical implicationsThis investigation attempts to give a rich and holistic understanding of the different factors that influence the aviation choices of consumers of varying segments. This study has significant practical implications as modern-day airlines aim to optimally cater to the needs of their target segments without incurring additional costs on services that consumers do not deem to be as important.Originality/valueThis study highlights the importance attributed to each identified factor by passengers, something that previous research has mostly ignored.

AbstractAugmented reality (AR) has proven to be a potential source of disruption in the marketing discipline. Abundant research has attested to AR's potential by exploring the impact of AR attributes on behavioral intentions and users' attitudes. However, AR's potential to spark customer interactions, co‐create value, and foster brand advocacy remains poorly understood. This study explores whether and how AR can turn users into brand advocates. Applying structural equation modeling to a sample of 502 AR users, the study finds that AR empowers users during their shopping experience, creating strong brand attachment and engagement and ultimately leading to brand advocacy. This brand‐focused study, which goes beyond the technical aspects of AR, is unique and has the potential to inform the strategic decision‐making of managers aiming to enhance the customer experience by means of AR implementation.

The concept of digital literacy has been defined in numerous ways over the last two decades to incorporate rapid technological changes, its versatility, and to bridge the global digital divide. Most approaches have been technology-centric with an inherent assumption of cultural and political neutrality of new media technologies. There are multiple hurdles in every stage of digital literacy implementation. The lack of solutions such as local language digital interfaces, locally relevant content, digital literacy training, the use of icons and audio excludes a large fraction of illiterate people. In this article, we analyse case studies targeted at under-connected people in sub-Saharan Africa and India that use digital literacy programmes to build knowledge and health literacy, solve societal problems and foster development. In India, we focus on notable initiatives undertaken in the domain of digital literacy for rural populations. In Sub-Saharan Africa, we draw from an original project in Kenya aiming at developing digital literacy for youth from low-income backgrounds. We further focus on Senegal, Mali, Burkina Faso and Tanzania, where field studies have been conducted on the use of digital technologies by low-literacy people and on how audio and icon-based interfaces and Internet lite standard could help them overcome their limitations. The main objective of this article is to identify key performance indicators (KPIs) in the context of digital literacy skills as one of the pillars for digital inclusion. We will learn how digital literacy programmes can be used to build digital literacy and how KPIs for sustainable development can be established. In the final discussion, we offer lessons learned from the case studies and further recommendation for stakeholders and decision-makers in the field of digital health literacy.

The concept of digital literacy has been defined in numerous ways over the last two decades to incorporate rapid technological changes, its versatility, and to bridge the global digital divide. Most approaches have been technology-centric with an inherent assumption of cultural and political neutrality of new media technologies. There are multiple hurdles in every stage of digital literacy implementation. The lack of solutions such as local language digital interfaces, locally relevant content, digital literacy training, the use of icons and audio excludes a large fraction of illiterate people. In this article, we analyse case studies targeted at under-connected people in sub-Saharan Africa and India that use digital literacy programmes to build knowledge and health literacy, solve societal problems and foster development. In India, we focus on notable initiatives undertaken in the domain of digital literacy for rural populations. In Sub-Saharan Africa, we draw from an original project in Kenya aiming at developing digital literacy for youth from low-income backgrounds. We further focus on Senegal, Mali, Burkina Faso and Tanzania, where field studies have been conducted on the use of digital technologies by low-literacy people and on how audio and icon-based interfaces and Internet lite standard could help them overcome their limitations. The main objective of this article is to identify key performance indicators (KPIs) in the context of digital literacy skills as one of the pillars for digital inclusion. We will learn how digital literacy programmes can be used to build digital literacy and how KPIs for sustainable development can be established. In the final discussion, we offer lessons learned from the case studies and further recommendation for stakeholders and decision-makers in the field of digital health literacy.

The concept of digital literacy has been defined in numerous ways over the last two decades to incorporate rapid technological changes, its versatility, and to bridge the global digital divide. Most approaches have been technology-centric with an inherent assumption of cultural and political neutrality of new media technologies. There are multiple hurdles in every stage of digital literacy implementation. The lack of solutions such as local language digital interfaces, locally relevant content, digital literacy training, the use of icons and audio excludes a large fraction of illiterate people. In this article, we analyse case studies targeted at under-connected people in sub-Saharan Africa and India that use digital literacy programmes to build knowledge and health literacy, solve societal problems and foster development. In India, we focus on notable initiatives undertaken in the domain of digital literacy for rural populations. In Sub-Saharan Africa, we draw from an original project in Kenya aiming at developing digital literacy for youth from low-income backgrounds. We further focus on Senegal, Mali, Burkina Faso and Tanzania, where field studies have been conducted on the use of digital technologies by low-literacy people and on how audio and icon-based interfaces and Internet lite standard could help them overcome their limitations. The main objective of this article is to identify key performance indicators (KPIs) in the context of digital literacy skills as one of the pillars for digital inclusion. We will learn how digital literacy programmes can be used to build digital literacy and how KPIs for sustainable development can be established. In the final discussion, we offer lessons learned from the case studies and further recommendation for stakeholders and decision-makers in the field of digital health literacy.