A spontaneous purchase driven by a strong urge, without any pre-shopping intention, is termed impulse purchase. The study assesses the influence of store attributes, personal factors and situational factors on the impulse buying behavior of millennial consumers in India. It also examines the moderating effect of gender in this regard. Structural equation modeling was applied on the data collected from a sample of 600 respondents. The findings revealed that display, layout and ambience, situational factors, and personal factors significantly influence the impulse buying behavior of millennial consumers. The study further shows the significant moderating effect of gender on impulse buying behavior.

Ingredient branding has been established as a strategic brand alliance that can help brand managers differentiate their brands against competition. However, the role of a multilayered ingredient branding strategy, in which differently perceived ingredient brands (high/medium/low) on host brands which are themselves perceived differently (high/medium/low), has not been assessed in the past. The paper studies the influence of a multilayered ingredient branding strategy on three differently perceived host brands in the cream-filled cookies product category. The results are drawn from a sample of 289 respondents who answered questions about the initial and induced brand perception of the three host brands after the adoption of a combination of ingredient brands. The results reflect the influence of ingredient brands on the differently perceived host brands in different ways, which will be helpful to practitioners in adopting ingredient branding strategies for their brands. The results indicate the significant role of ingredient brands in shaping brand perception for host brands.

The study examines consumers' intention to use voice assistants to enhance their shopping experience on e-commerce platforms. For achieving the purpose of the study, data was obtained from around 500 respondents through an online questionnaire. Convenience and simple random sampling were used to collect responses from the participants. The study tested the UTAUT2 model to determine how well consumers embrace the use of digital assistants, especially voice assistants, for shopping in the online retail space. The findings suggest that various factors such as performance expectations, social influence, effort expectations, pleasure-seeking motivation, facilitating conditions, habits, and price value, have a significant positive impact on individuals' intention to use voice assistants for an enhanced online shopping experience. Although there are studies that have investigated the role of voice assistants in determining purchase intention, not many studies have been conducted in the retail sector. One significant implication is the potential of voice assistants to enhance the overall customer experience. By providing customers with personalized and convenient shopping experience, voice assistants can enhance satisfaction and loyalty among the customers, leading further to an increase in revenue for e-commerce retailers. Another implication is the potential for cost savings that may be achieved by implementing voice assistants in the e-commerce sector.

Millennials or Generation Y exhibit unique buying behavior because they have grown up in a digital world and their consumption behavior and purchase patterns are influenced by their online activities. The present study employed SPSS and AMOS to measure the impact of word-of-mouth (WOM) and electronic word-of-mouth (e-WOM) on the purchase intention of millennials towards refurbished electronic products. The study helps in understanding the purchase behavior of millennials, eventually assisting marketers in designing suitable strategies to attract and influence this significant market segment. Factor analysis and SEM were employed, and it was concluded that demographic variables, specifically family monthly income and gender, influence WOM and e-WOM and purchase intention of millennials. Further, the impact of e-WOM on millennials was insignificant. They were found to be more influenced by WOM, particularly in refurbished electronic products category.

The paper aims to provide an overview of the factors affecting the subjective wellbeing of social media users in the age group of 18-40 years. The study goals include developing a framework based on a Stimulus-Organism-Response (SOR) model and then examining the effects of psycho-social factors like social anxiety, materialism, compulsive buying, and subjective wellbeing on consumer behavior and marketing factors. Data was analyzed using partial least square structural equation modeling (PLS-SEM). The findings show that adult social media users are more socially anxious and materialistic; therefore, they are more likely to buy compulsively, negatively impacting their subjective wellbeing. Further, social media was found to moderate the relationship between social anxiety and compulsive buying as well as the relationship between materialism and compulsive buying.

The packaging of food products is turning out to be an essential vehicle of communication. The paper examines food packaging and its elements, and how they impact the buying behavior of consumers. Exploratory research was conducted on the displayed extrinsic cues on packaging of food items. Structural equation modeling was used to measure the interrelationship between external cues and buying behavior. The study found that extrinsic cues such as brand name, price displayed, date of manufacturing, country of origin, design of wrapper, color of the package, and nutrition information significantly influence consumers' purchase decision. It also found that male and female buyers responded in similar manner to all cues on the package, except for 'country of origin'.