For the empowerment of rural (poor) women, most of the developing nations, including India, have developed means through Self Help Groups. Kerala , being one of the states with most literacy rates, the SHG concept has been understood and replicated with rigour. Such groups are provided with...

Customer Experience has been in focus of all marketers for many years by now. Customer experience remains on the marketing strategy table with due importance and guides the strategies at the end of the day. The customer experience is viewed in this article based on the “connect” established...

Purchase of certain categories of products or services requires somewhat specialized knowledge about the category for making better informed decisions, the lack of which makes consumers susceptible to be influenced by influencers. Decorative paints are falling into such category and the...