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Mathieu Barry and Adjnu Damar-Ladkoo

Abstract

Mankind has always relied on transportation to move from one place to the other; be it by horse carriage or modernized vehicles. With rising environmental issues such as global warming, the transport industry had to evolve so as to provide greener means of transportation and satisfy demands for eco-friendly technologies. This study has shed light on consumer behaviours towards eco-cars, known as hybrid vehicles. This research was in the context of Mauritius and respondents who already drive a vehicle were targeted so as to prevent lack of information about key questions such as habits on fuel expenses and vehicle features. The survey method used, had 100% response rate and permitted the researcher to get fruitful insights about: the extent of introduction and penetration of hybrid vehicles, the factors influencing the purchase of eco-cars, the perceived benefits of owning a hybrid vehicle and the relationship between age and hybrid vehicles’ characteristics. One revelation of this study is that hybrid vehicles do not have the expected impacts on Mauritian consumers like they have on the international markets; though the younger generation- the leaders of tomorrow- are interested with eco-friendly automobiles.

Open access

Avinash Newaj and Adjnu Damar-Ladkoo

Abstract

Marketing is the art of delivering value whilst ethical marketing is to provide this value through what is morally right. This new era customers are well informed, more knowledgeable, less vulnerable to unethical practices and cannot be easily manipulated by marketers. Many companies are thus, moving towards ethical marketing so as to develop trust among existing and new customers. Strict regulations by the Mauritian government have further forced marketers to act ethically; whereby the advertising of alcoholic beers has been banned. Yet, indirect strategies have been adopted by marketers so as to pave their way in this competitive industry. What are they? Are customers aware about them and are they influenced? Road accidents, social violence and health problems are associated to such malpractice. This study has shed light on the above and measures have been proposed for the benefit of customers, marketers and the government. This study was connected to the ethical theories.

Open access

Brenda Sevanandee and Adjnu Damar-Ladkoo

Abstract

In the period of market globalisation, global trade has changed immensely. Country-of – origin play a significant role in global marketing as it has created huge market opportunities for both firm and countries around the globe. Many companies are venturing in overseas market as they would benefit from a larger market share and lower cost of the goods and hence, these companies have to mention about the country-of-origin on the label of their products so that consumers can know where the goods originate from. This research will enable entrepreneurs and businesses who are in the commercial industry to have a better insight on the perception of consumers about the country-of-origin effects in the context of brands of mobile phones. The study further highlighted about the impact of a country’s image on the consumers’ purchase intentions. For this study, both qualitative and quantitative approach were used and both primary and secondary data were captured with the usage of convenience sampling technique. With evolutions in technology and mobile phones sectors, it was imperative to investigate on the above topic so as to reveal insightful details about country-of-origin effect on consumer buying behaviours as well as on country-of-manufacture and country-of-assembly.

Open access

Tiruvenee Sawmy and Adjnu Damar-Ladkoo

Abstract

The internet triggered a significant rise in e-commerce as many businesses found that the advent of online business provides unparalleled opportunities for organisations to extend their operations overseas. In Mauritius, many retail and wholesale shops have decided to embark in the online experience and are contemplating to launch e-commerce websites, more specifically electronic ordering (e-ordering), where customers can then order for their products without having to move to the outlets. The aim of this study was to provide a thorough understanding of the several benefits and problems associated with the adoption of an e-commerce website by wholesale and retail shops. The following were done: an assessment of the readiness of customers to go online and an evaluation of employees’ motivation and opinion towards the implementation of e-commerce. The study mainly revealed that majority of the respondents had never purchased online and a significant number of customers were reluctant to order online despite the various guarantees provided. Moreover, 56% of the employees were against the implementation of an e-commerce website as they related it to an increased workload or a waste of resources. Consequently, relevant recommendations catering for all stakeholders were formulated for successful implementation of an e-commerce website.