Purpose The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers and behavioral intents for online fashion apparels in the Asian economic context, i.e. Indian market. Design/methodology/approach The research used a hypo-deductive strategy and all the constructs were amended from the previous scholarly work. The two-step methodology with structural equation modelling in terms of covariance-based methodology was deployed to weigh the measurement and structural models. Findings The conclusions reveal that value priorities in terms of hedonic vs utilitarian dimensions have a substantial influence on satisfaction, and satisfaction significantly affects intentions for online apparels. Additionally, customer satisfaction performs the role of a partial facilitator between hedonic and utilitarian values and purchase intents. In comparison to hedonic, utilitarian priorities display a superior outcome on customer satisfaction and purchase intents for fashion apparels getting sold online portals. Research limitations/implications The research will facilitate online researchers and fashion managers recognize the underlying dimensions of innovation-led perspectives on values, i.e. hedonic vs utilitarian, for satisfaction and behavioral intents. Practical implications The study results will assist online marketers, fashion portals and specialists recognize the characteristics of hedonic vs utilitarian dimensions to improve satisfaction facets and behavioral intents for online fashion apparels. Social implications The present scholarly work presents useful insights related to social transformation with respect to innovative online fashion apparel buying paradigms. Originality/value In an Asian market context, the paper is pioneer work to examine the comparative relationships among value priorities, e.g. hedonic vs utilitarian dimensions and their influence on satisfaction and purchase intents for the fashion apparels sold online sector a two-dimensional measure of consumption values.

PurposeThe study aims to facilitate the medical tourists visiting emerging countries for various kinds of ailments by ranking the possible destinations to avail medical treatments.Design/methodology/approachA Fuzzy Analytical Hierarchical Process (FAHP) with a mixed-method approach is applied to analyze data collected from patients and substantiate it with medical tour operators in India to gain managerial insights on the choice-making patterns of the patients.FindingsIndia is a preferred emerging market location due to the low cost and high medical staff quality. India offers value for money, whereas Singapore and Thailand are preferred destinations for quality and technology.Research limitations/implicationsThe study will facilitate the emerging markets' governments, hospitals and medical tourists to understand the importance of various determinants responsible for availing medical treatment outside their country.Practical implicationsThe study recommends that cost and quality care are the patients' prime focus; government policies must provide clear guidelines on what the hospitals and country environment can offer and accordingly align the marketing strategies.Originality/valueThis study is the first attempt to rank various factors affecting medical tourism using the FAHP approach.

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Purpose The purpose of this study is to understand the evolution, current competitive scenario, and future direction for the food-tech business in the Indian market. Design/methodology/approach The paper is based on press reports, industry reports, and secondary information about companies based on interviews of CEOs, analysts, industry trend watchers, and academicians. Findings The incumbents are competing on the basis of various parameters such as capital infusion (especially, funding), tie-ups with restaurants, customer loyalty, fleet size and management, and management of employees. High growth is driving volumes for all companies, although there is lack of differentiation in offerings. Companies need to build customer loyalty and seek diverse monetization models for profitability in the future. Research limitations/implications First, food-tech companies need to identify means of differentiation to gain competitive advantage. Second, customer loyalty is the key to long-term profitability and firms need to identify ways to build it. Promotions and offers cannot build loyalty. Third, firms would need to expand into different types of monetization methods, such as cloud kitchens, B2B food delivery services, to build revenues and profits. Practical implications Incumbents and prospective entrants in the food-tech industry need to understand the structure of the industry and the structure of competition to be able to succeed in the long term. They need to understand that promotions cannot be a differentiator and that funding will dry up. Therefore, it is critical to identify means of differentiation to build a loyal customer base. Social implications The food-tech industry in India has strong social foundation. More than 50 per cent of the Indian population is below the age of 25, the percentage of working population is increasing in India and so are income levels. In this context, the food-tech business is important as order outs are increasing. This, however, has also led to problems in the workforce for such startups as companies do not want to invest in employee training, safety or work conditions owning to high attrition rate because of the standardized nature of the job. Originality/value This paper makes an attempt to assimilate information about the progress of the food-tech industry in India in the last few years. It attempts to identify various factors that decide the nature of competition among incumbent players. It also identifies what factors these incumbents need to bear in mind while looking ahead.

Context:Fine-needle aspiration cytology (FNAC) is a proven diagnostic technique for establishing the benign or malignant character of breast lesions. Several cytological grading systems have been proposed for grading of carcinoma breast, with results similar to histologic grades.Aims:This study sought to evaluate the prognostic value of FNAC in invasive ductal carcinoma of breast by correlating it with histological grade.Settings and Design:Tertiary care hospital, retrospective analytical study.Patients and Methods:One hundred and fifty cases of breast carcinoma that underwent modified radical mastectomy consequent to an FNAC diagnosis were included in the study. Robinson's grading system and Elston–Ellis modification of Scarff–Bloom–Richardson grading system were used to assign cytologic and histologic grades, respectively.Statistical Analysis:The cytological grades were correlated with the histological grades using χ2-test and Spearman's rank correlation coefficient. The individual features of the cytological grades were correlated with the histological grades using Kappa coefficient and χ2-test. Values were considered significant at P < 0.05.Results:A statistically significant association was observed between cytologic and histologic grades (r = 0.97; P < 0.01) with sensitivity and specificity, respectively, of 100% and 93.95% for cytological grade 1, 100% and 100% for cytological grade 2 and 100% and 100% for cytological grade 3. Also, a positive correlation was found between each feature of the cytologic grade and the histologic grade (P < 0.05). Among these, a better correlation was demonstrated by cytological features like cell uniformity (Kappa coefficient = 0.50) and appearance of nucleoli (Kappa coefficient = 0.52).Conclusions:Robinson's cytologic grading system is a reliable grading method on FNAC smears of cases of carcinoma breast. It correlates well with Elston–Ellis modification of Scarff–Bloom–Richardson grade in invasive ductal carcinoma of breast.