K J Somaiya Institute of Management Studies and Research

13th SIMSR GLOBAL MARKETING CONFERENCE

15th -16th February, 2018
on

“Marketing to the Global Consumer”

ACADEMIC PARTNERS
 Marketing to the Global Consumer

Globalization, defined as the process of global market and cultural assimilation, has transformed the way
businesses operate (Steenkamp & de Jong, 2010). This has led to the growth of global consumer segments that
are associated with certain places, people, and things. Granular understanding of consumer behavior and
responses therefore becomes that much more imperative. Corresponding to the growth of global segments is
the emergence of global consumer cultures, collective placements of consumption-related symbols in terms of
product categories, brands, consumption behavior etc which are significant to segment affiliates. Due to this,
globalization continues to have a profound impact on the consumer landscape. Globally, the cultural
landscapes is currently observing two divergent, yet concurrently occurring and strengthening aspects: the
homogenization and heterogenization of cultures. International consumer research fundamentally focuses in
one of two areas: (1) understanding consumer differences from the perspective of cultural, social, economic,
and other marketing environment elements; and (2) the search for common groups of consumers across
countries, for international market segmentation purposes. The latter focus suggests the possibility of the
existence, or imminent emergence, of global consumers.

Prior research describes consumers as being ethnocentric, cosmopolitan, xenocentric, global citizens, and/or
having a global identity. These various consumer groups offer theoretically well-suited segments which are
noticeable on their consumption behavior. This has led to the consumers having a strong affinity towards
global, foreign, and local brands.

In particular, there is a dearth of research that seeks to better understand the differences among theoretical
aspects of consumer dispositions and their ensuing brand preferences, their antecedents, the interaction and role
of how several identities in molding consumer behavior, the interface between global and local consumer
cultures, and to conclude, the probable expansion of numerous global consumer cultures across emerging
markets.

This 13th edition of the SIMSR Global Marketing Conference with the theme “Marketing to Global
Consumers” is aimed at unraveling the construct in all its manifestations. It will aim at identifying and
comprehending both local and global consumer cultures and their consequences (if any) on consumer behavior.
As such, we welcome submissions that seek to offer novel insights into the evolving nature of global and local
consumer cultures, their effects on consumers’ underlying decision making processes, as well as on how these
developments are rapidly bringing about a paradigm change in global and local consumption behavior.

It is poised to be a unique amalgamation of research and practice. Spread over two days, the conference will
witness engrossing panel discussions and deliberations by industry practitioners, experts, consultants and
academicians from the area of marketing. We solicit academic institutions and corporate business houses to
come together to sponsor and collaborate with us in this event. We look forward to your joining us in this
unique conference.
The Conference looks forward to rigorous and scholastic contributions which address the above mentioned
aims on similar issues relating to consumers’ diverse local, global and foreign dispositions. The Conference
will deliberate and discuss upon the following themes on recent and emerging developments. Suggested topics
include but are not limited to:
 1. Consumer dispositions in various cultures and its behavioral implications (ethnocentrism,
Xenocentrism etc.)
2. Consumer Behavior, its significance and applications for product and services marketing.
3. Marketing to global consumers through advertisements, promotions and other marketing
communications, tools including digital.
4. Deliberation in the framework of global and local consumption behavior.
5. Consequences of consumer culture, subculture and / or reference groups’ dispositions and local
branding.
6. Strategies for effective communication of brand globalness and localness positioning.
7. Influence of Culture, reference groups and society on marketing to global consumers.
8. Global consumer subcultures, occurring from the combination of demographics, social forces, and
consumption characteristics.
9. The relevant use of the “global” by the “local” in terms of products, lifestyles, ideas etc. to amalgamate
into local veracity and responsiveness.
10. New theories and paradigms in the realm of marketing to global consumer.
11. Role of gender and other demographics while marketing to the global consumer.
12. Online consumer behavior in its various aspects.
13. Implications of Country of origin and perception while marketing to global consumers.
14. Marketing to the global consumers: harnessing the digital platforms.
15. Marketing in emerging transition economies
16. Pricing and its impact on consumers.
17. marketing strategies adopted by local and global services marketers to understand and
address the cultural differences among their customers
18. Marketing management and strategies, Relationship management
19. Understanding young consumer behaviour in the retail process
20. Destination branding to global consumers.

Conference Objectives

The Objectives of the Conference are to offer a platform for marketing practitioners, academicians
and researchers to:

 Discuss the contemporary marketing issues and challenges in the changing consumer context.

 Discuss possible strategies and strategic options to overcome the challenges of technology,
competition, and changing consumer profile/behavior.

 Explore scholarly research on opportunities and threats in the changing market context in the
consumer landscape.
 Author Guidelines

Submission of the abstract will be made in Microsoft Word format to the Conference Co-
ordination Committee, not later than October 29, 2017 at
[email protected]. The author(s) should clearly mention under what track
of the conference, the abstract is to be included. All abstracts will be double blind peer
reviewed and only those approved by the reviewers will be selected. Extended abstracts of a
minimum of 1000 words and maximum 2000 words should be e-mailed in Microsoft Word.
Authors will be notified of acceptance of their submission by November 15, 2017. Selection
of papers for presentation will be based on the quality of abstracts. In case of any revisions
suggested by the reviewers the revised abstracts must be submitted by November 30, 2017
for inclusion in
Conference proceedings. Please click on Author Guidelines for extended abstract
submission to send abstracts.

EXTENDED ABSTRACT: (Times New Roman, Size 12, Regular, Single Line Spacing)

The extended abstract should cover the following aspects:

 Title,
 Purpose of study,
 The study hypotheses (if applicable),
 Brief literature review,
 Methodology adopted,
 Empirical or theoretical results and
 Managerial implications for theory and practice and
 Keywords (maximum 5)

Criteria for Evaluation of the Abstract:

Relevance: Is the topic relevant to the overall conference theme?

Methodology: Is there depth and rigor in literature review on the topic, secondary data and
primary research?
Originality: Does the research paper add new knowledge to the body of literature?
Managerial Implications: Does the research paper bring out relevant discussion points for
practicing managers
Best Paper Award
Best Paper Award will be given to recognize the outstanding contribution in the area of
marketing in the ever-changing consumer landscape based on the extended abstract and the
subsequent presentation during the Conference. The paper should clearly emphasize on the
theme of the conference.

Publication Opportunity
The conference will accept papers and allow authors to decide whether to publish the complete
paper in the Sponsoring Journal or publish an abstract only. Upon acceptance of the abstract,
the author(s) agree to the following: (a) to release the copyright to the 13th SIMSR Global
Marketing Conference, (b) to return the manuscript (abstract) in  correct format (via e-mail) to
the Proceedings Editor, and (c) at least one author will present the manuscript at the
conference and will pre-register as a condition for acceptance and publication.

Selected research papers presented at the 13th SIMSR Global Marketing Conference will be
considered for publication in the Journal. All selected extended abstracts will be published as
Conference Proceedings with ISBN Number, subject to copyright form duly signed
and submitted after acceptance of the extended abstract.

JOURNAL OF GLOBAL MARKETING - Published by Taylor and Francis (A ‘C’ category

in the ABDC List)
BUSINESS PERSPECTIVES AND RESEARCH – SAGE PUBLICATIONS
REVIEW OF PROFESSIONAL MANAGEMENT – (UGC Approved and indexed at J –
Gate, ProQuest and Ebsco)

More Journals to be added Soon……

REGISTRATION DETAILS:
For registration, please fill in the Registration Form and send it to Conference Chairperson, 15 th SIMSR Global Marketing
Conference, K.J.Somaiya Institute of Management Studies and Research, Mumbai, India along with a Demand Draft /
Cheque / NEFT of Application Fee in favor of “K.J.Somaiya Institute of Management Studies and Research”, payable at
Mumbai.

National
International
Delegate Type

Early Bird Late Registrations

(Till December 30, 2018)
Corporate Rs 6000** Rs 7000** $250

Academician Rs 4000* Rs 5000* $150

PhD Student Rs 2000* Rs 3000* $100

Management Student Rs 500* Rs 500* $50

Note:

Please Note:

The registration fees are inclusive of 18% GST.

(Registration Fee will include inaugural dinner, lunch and tea for the Conference days and a copy of the Conference Proceedings.)
 CONFERENCE MANAGEMENT COMMITTEE

Prof. (Dr) Kiran Sharma Prof. Isaac Jacob

Conference Chairperson Co-Conference Chairperson

ORGANIZING COMMITTEE

Prof. Abha Wankhede Prof. Neha Gupta Dr. Anjali Chopra

Prof. Neha Yadav Prof. Ralston Rajvaidya

For information & queries regarding paper submissions, accommodation on

campus etc:

CONTACT

Ms. Rupali Bedse

Academic Associate
[email protected]

Paper Submission at
[email protected]
Vidyanagar, Vidyavihar (East)

Ghatkopar (East), Mumbai,

Maharashtra - 400077

Website:
www.somaiya.edu/simsr

Phone:+91-22-67283000/50
 K. J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
REGISTRATION FORM
13th SIMSR Global Marketing Conference
15th-16th February, 2018
Title of the Paper____________________________________________________________________________

Author 1: __________________________ (M)/Tel. No.: _______________ Email Id.:____________________

Author 2: __________________________ (M)/Tel. No.: ______________ Email Id.:_____________________

Author 3: ___________________________(M)/Tel. No.: ______________ Email Id.:____________________

NAME OF THE ORGANIZATION:_____________________________________________________________

ADDRESS: _________________________________________________________________________________

Registration Fee*
National
Early Bird International
Delegate Type (Till December 15, 2017) Late Registrations
Corporate Rs 6000** Rs 7000** $250

Academician Rs 4000* Rs 5000* $150

PhD Student Rs 2000* Rs 3000* $100

Management Rs 500* Rs 500* $50

Student

Note: -The registration fees are inclusive of 18% GST.

i. Mode of Payment : DD Cheque Online Amount Paid

ii. Name of the Bank: ______________________
Registration Fee: Rs____________________
iii.Online Payment Details:
TOTAL: Rs______________________________
Axis Bank Ltd., Branch- Ghatkopar,
Sai Heritage, Tilak Road, Near Balaji Mandir,
Ghatkopar(E), Mumbai- 400077
Account No. : 0290 101 0038 6319
Signature with Date
IFS Code: UTIB0000029
 AUTHOR GUIDELINES

Centre for Consumer & Market Studies in Emerging Markets

13th SIMSR Global Marketing Conference

Marketing to the Global Consumer

Mumbai, INDIA

CONFERENCE FEB 15-16, 2 0 1 8

Abstract Submission Deadline: 24th October, 2017

Length Minimum of 1000 words; Max. of 2000 words (including title and key
GUIDELINES FOR EXTENDED ABSTRACT SUBMISSION
references)
Margins 2.5 cm or 1 inch throughout (left, right, top and bottom)
Orientation Portrait
Font Times New Roman, 12 point
Line Spacing Single line (for the main text of extended abstract) & Single (for key
references)
Title Title of paper, name(s) of author(s), affiliation (s), and contact details
Key Words Maximum of 5
References Limit to a maximum of 20
Conference Track Indicate the Track where you would want your paper to be included

Note: The extended abstract not adhering to the above given guidelines will be returned to the author(s). For a
sample extended abstract, you may please refer to the template given in page 2-3 of this document. For any
further clarification on the format of the extended abstract, please write to [email protected] with
a copy to Dr. Kiran Sharma ([email protected]).
 EXTENDED ABSTRACT TEMPLATE (SAMPLE)

An Empirical Study ……………among Indian Consumers

First author 1, Second author 2, Third author 3
1
K.J.Somaiya Institute of Management Studies and Research,
Vidyavihar, Mumbai 400077. 
Mobile: +91 **********; +91-022-******** / Fax: +91-022-********
Emails: [email protected] / [email protected] / [email protected]
2
Company ………………, Mumbai (India) 400076
Phone: Mobile: +91 **********; +91-022-2570**** / Fax: +91-022-2574****
[email protected] ; [email protected]
3
K.J.Somaiya Institute of Management Studies and Research,
Vidyavihar, Mumbai 400077. 
Mobile: +91 **********; +91-022-******** / Fax: +91-022-********
Emails: [email protected] / [email protected]
Extended abstract (for the track……………………………………………..)

Introduction: Patronage is defined as ‘business or activity provided by patrons’………… Kelly

defined “retail patronage” as a “customer’s commitment to make purchases from a particular
store” (Kelly, 1967).

Research Gap and Research Problem: The last few decades have witnessed an immense
increase in the study of patronage behavior. Numerous models of patronage behavior have been
discussed in the academic literature (Monroe and Guiltinan 1975; ……..Sheth 1983 ;…….).

Objectives of the Study: The specific objectives that we intend to meet

…………………………
…………………………………………………………………….............................

Literature Review: In the integration of literature……….Spiggle and Sewall (1987).

“Patronage refers to a consumers’ purchase pattern over a series of purchase tasks”.

Research Methodology: The research design employed for the present study is basically
………………………………….

Data Analysis and Results: The study has ………………………………………

……………………………………………………………………………………....

Managerial Implications: The present study is successful to the extent of

…………………………………………………….…………………………………

References:

Kelly, R. F. (1967). Estimating ultimate performance levels of new retail outlets. Journal of

Marketing Research, 13-19.

Monroe, K. B., & Guiltinan, J. P. (1975). A path-analytic exploration of retail patronage

influences. Journal of Consumer research, 2(1), 19-28.

Sheth, J. N. (1983). An Integrative Theory of Patronage Preference and Behavior. Patronage

Behavior and Retail Management. Ed. By William R. Darden and Robert F. Lusc.

Spiggle, S., & Sewall, M. A. (1987). A choice sets model of retail selection. The Journal of
Marketing, 97-111.