Browsing by Author "Karnika Gupta"

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    Characterizing and Profiling Global Segments of Responsible Consumers – A Narrative Review
    (Chitkara University Publications, 2017-04) Karnika Gupta; Narendra Singh
    The prime purpose of the paper is to examine and identify the determinants of responsible consumption behaviour by synthesizing the determinants’ structure as available in varied literature. Further, it profiles responsible consumers according to their identified categories of determinants. Content analysis is exercised on wide literature of more than one hundred research papers, articles and reports that narrate, characterize and profile responsible consumers. The identified demography of the responsible consumers includes: females, young, highly educated, academically intelligent, non-business academics, employed in high-status and leadership positions, members of small families and married with children living at home. According to sociological features, responsibles are the children of highly educated parents, get full support from their family, have liberal and democratic political views and hold time and availability to contribute for responsible acts. Viewing from an economic and geographic perspective, these consumers are average in income, satisfied with their income levels, not much wealthier and majority of them lives in urban areas and larger cities. The cultural features support them as collectivists with feeling of universalism. These consumers trust others, open to change, believe in civic-cooperation, like fun, have a network as members of environmental organizations, religious with extreme religiosity and love their country having highest national pride. As far as psychological features are concerned, they originate from a very good psyche, are initiators, internally controlled living indulgent lifestyles, future minded, less sceptic with high civic sense, creative, have harmony and believe in self efficacy. They are also environmentally concerned and settle in balance with nature. The paper will direct marketers in locating and serving the desired segment of responsible consumers. Information on various segmentation dimensions will facilitate easy policy making for STP model and favourable segmentation strategy formulation. The findings in the paper are based on the results of various studies which may be applicable only on the population similar to sample frame of the individual studies. Future researchers thus get a cue for a more refine research to supplement and enlarge the present inference of responsible consumer segments to disparate markets. The paper synthesizes vast varied literature for the first time in an evolving field of responsible consumption behavior. The outcome will provide base in theory formulation.
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    Do Demographics Shape Perceived Usefulness of Financial Technology? Evidence from an Indian Context
    (Chitkara University Publications, 2026-02-28) Rajesh Gupta; Karnika Gupta
    Purpose: This research aims to identify the significant demographic determinants and to examine the demographic differences that shape people’s perception of the usefulness of financial technology. Methods: Data were collected via an online survey questionnaire on perceived usefulness and demographic variables such as age, gender, marital status, place of living, education, academic field, tax-paying status, family type, family income, and occupation. After editing and outlier deletion, 412 usable responses were retained. Analysis was completed through descriptive statistics, correlation, regression, one-way ANOVA, and factor analysis. Results: Findings indicated perceived usefulness as a unidimensional, valid, and reliable construct. It was found that demographic factors such as age, marital status, place of living, education, tax-paying status, family income, and occupation significantly influence perceived usefulness. However, gender, academic field, and family type came out as insignificant determinants. Also, older respondents, married individuals, those living in urban and semi-urban areas, highly educated individuals, those who pay taxes, those belonging to high-income families, business professionals, and corporate and bank employees reported high levels of perception regarding the usefulness of financial technology. Implications: The study implicates building marketing and inclusion strategies according to key demographic characteristics to enhance adoption and accessibility. Originality: It contributes to the literature by adding marital status, academic field, tax-paying status, family type, and occupation as unique demographic variables that have not or have been minimally explored earlier. This provides unique value to the research for financial technology firms and policymakers and adds to the literature on financial technology.