PurposeThe present piece of research aims at enhancing our understanding of situational and intentional showrooming behaviour. The study further tests and validates a model based on the stimulus–organism–response framework to draw richer insights.Design/methodology/approachThe study adopts a two-phased approach to discover the consumers' rationale behind showrooming. In the first phase, a narrative-based examination followed by an inductive thematic analysis was employed. In the second phase, the stimulus–organism–response model was validated through structural equation modelling method.FindingsThe results of the study highlighted the factors that contribute to intentional and situational showrooming behaviour. Results show that consumers also showroom on account of situational circumstances such as assortment issues, poor sales-staff assistance and long payment queues at offline stores. However, intentional showroomers are primarily driven by perceived showrooming value which emerges as a combination of in-store search value and online purchase value. Past showrooming experience also plays a role in stimulating consumers to showroom. The results also revealed the moderating impact of product involvement and perceived product type, barring time pressure. The impact of showrooming self-efficacy was also observed.Research limitations/implicationsThe study majorly validates the factors stimulating intentional showrooming conduct intertwined with product-related factors, time pressure and showrooming self-efficacy. Hence, the future scope of the study lies in quantitatively validating the findings concerning situational showroomers as this would help draw richer insights.Practical implicationsThe findings of the study can be utilized by both offline and online retailers for managing showroomers.Originality/valueThe study offers rich insights on showrooming which has been identified as a major challenge being faced by offline retailers nowadays.

Purpose The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact of identified cultural factors on the overall brand loyalty of rural consumers. Design/methodology/approach A questionnaire was developed to measure cultural factors and brand loyalty of rural consumers. Exploratory factor analysis was carried out to identify cultural factors, and a regression analysis was carried out to study the impact of the identified factors on brand loyalty. Findings Four dimensions of culture were identified from the study, i.e. virtuousness, religion, sociability and ethnocentrism. The analysis reveals that virtuousness is the most influencing factor on brand loyalty of rural consumers, followed by sociability and religion. Ethnocentrism was found to have insignificant influence on brand loyalty. Research limitations/implications The Indian rural market is a market of opportunity and unlimited business potential. An understanding of the cultural factors of rural markets and their influence on brand loyalty would help marketers and business organizations build an appropriate market strategy to explore benefits. Originality/value The paper attempts to explore the influence of certain cultural factors on the brand loyalty of Indian rural consumers, which has not been researched extensively. This provides a good insight for all marketers who want to succeed in this market.

PurposeThe paper investigates shoppers' justification behind the showrooming behaviour and proposes an integrated SOR-MOA framework and a SAP-LAP model for a better understanding of the showrooming phenomenon.Design/methodology/approachThe study adopts a qualitative approach. A narrative-based examination followed by an inductive thematic analysis was employed to discover consumers' reasoning behind showrooming.FindingsThe results of the study affirmed the distinction between situational and intentional showrooming conduct. Situational factors have been classified across two categories: store-related (mismanagement at the store, assortment issues) and sales-personal related factors (disrespectful, rude, poor response and dishonest behaviour of the sales staff). However, factors corresponding to intentional showrooming conduct have been characterized as motivational (perceived value, past experience and perceived relative advantage), opportunity (retailer's support and services, channel availability and consumer empowerment) and ability (consumer skills)-related factors in aggregation with the stimulus organism response ideology. In addition, the study also highlights the consequences associated with the showrooming conduct of the shoppers.Research limitations/implicationsThe findings of the study need further exploration and examination through the adoption of a quantitative approach on a large sample size.Practical implicationsThe findings of the study can be utilized by offline retailers for devising strategies to counter showrooming customers and retain them as buyers.Originality/valueThe study emerges as the first piece of research to account for the ability and opportunity perspectives for better understanding of showrooming.

Purpose The purpose of this paper is to draw qualitative insights about Indian rural markets and marketing. First, the key aspirations of the rural customers are listed; then the paper explores an understanding about this potential market among marketing professionals; and finally, issues and concerns of customers in the Indian rural market are discussed. Design/methodology/approach In order to achieve the objectives, qualitative methodologies were used. An interview approach was adopted to identify the aspirations of rural customers. To draw insights into the perspectives of marketing professionals, focus group discussions (FGDs) and open online responses along with content analysis were used. FGDs were conducted to obtain insights pertaining to issues and concern from rural customers. Findings The paper enlists and ranks the key aspirations of Indian rural customers; a well-furnished concrete house tops the list followed by acquisition of land and property. The marketing professionals discuss their understanding of rural markets from the perspective of brand consciousness to the wave of changes they see. The rural customers speak about how children are new opinion leaders to the cultural threat they perceive. Research limitations/implications The Indian rural market, where roughly 12 percent of the global population resides, provides umpteen business opportunities. An understanding of the rural market would help marketers and business organizations build appropriate market strategies to tap the market. Originality/value The paper attempts to explore an understanding on the Indian rural market, which has not been researched extensively. The research frame work is holistic and involves the views and perspectives of key stakeholders.

Subject area Marketing management and marketing strategy, rural marketing, sales and distribution. Study level/applicability Students of business schools specialising in the area of marketing or rural marketing. Case overview The case focuses on the rural market. It deals with the alternative distribution channels adopted for last mile distribution among rural consumers of underdeveloped Odisha (India). The case discusses key issues pertaining to rural marketing, business viability, social issues and public sentiment.Easy access is an entrepreneurial venture by an erstwhile intellectual marketing professor of a premier B-school. The objective behind this initiative is multiple, viz., rural marketing, developing alternative distribution networks, women empowerment, etc. The case highlights that the business of Easy Access started with noble social objectives like women empowerment and developing a cost effective distribution network so that rural customers would be benefited. The case also highlights that the practices adopted by Easy access was not good enough to track & forecast demand effectively as well as the supply chain to replenish stock was not proper.Since the particular market is a backward region and there are number of Govt. schemes and people are given many things for free. People thought Easy Access is result of one of such schemes. Also there were social issues of improper address and mismatch identity (as mentioned in the case) etc.So the issues of demand forecasting and supply chain management along with social issues resulted in financial loss and thus the viability of business venture (Easy Access) is a concern. The social objectives associated with this venture are also at stake or at danger because of financial loss. Expected learning outcomes The case provides insights into the marketing concepts like rural marketing, marketing strategy in emerging markets and sales and distribution. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.