Browsing by Author "Krishna, A"

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    Impact of bundle type, price framing and familiarity on purchase intention for the bundle
    (Journal of Business Research, 1995-01-01) Harlam, BA; Krishna, A; Lehmann, DR; Mela, C
    Bundling of products is very prevalent in the marketplace. For example, travel packages include airfare, lodging, and a rental car. Considerable economic research has focused on the change in profits and consumer surplus that ensues if bundles are offered. There is relatively little research in marketing that deals with bundling, however. In this article we concentrate on some tactical issues of bundling, such as which types of products should be bundled, what price one can charge for the bundle, and how the price of the bundle should be presented to consumers to improve purchase intent. For example, we hypothesize that bundles composed of complements or equally priced goods will result in higher purchase intention. We also hypothesize that price increases will result in larger purchase intention changes than price decreases. Further, we expect that the presentation format for describing the price of the bundle will influence purchase intention in general, and, depending on the price level of the bundle, different presentation formats will result in higher purchase intention. Finally, we hypothesize that purchase intention changes associated with different price levels will be higher for subjects who are familiar with the products than for subjects who are less familiar with the products. We used an interactive computer experiment conducted among 83 Master of Business Administration (MBA) students to test our hypotheses. Our findings suggest that: (1) bundles composed of complements have a higher purchase intent than bundles of similar or unrelated products, (2) consumers are more sensitive to a bundle price increase than to a bundle price decrease of equal amounts, (3) different presentation formats for describing the price of the bundle influence purchase intention, and (4) more familiar subjects respond to different presentations of equivalent bundles in different ways than less familiar subjects. We did not find any support for the hypothesis that bundles composed of similarly priced items have higher purchase intent than bundles composed of unequally priced products. © 1995.
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    Obstacles to social mobility in India—and the way forward
    (Current History, 2019-04-01) Krishna, A
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    Uneven Gains and Bottom-50 Districts: Intergenerational Educational Mobility in India
    (Economic and Political Weekly, 2023-10-21) Krishna, A; Bonu, S
    Using data from the National Family Health Survey-5 (2019–21), it is found that younger individuals (20–40 years) have made impressive gains in education. The average young Indian has a high school education—much better than their mother’s generation that went to school for only three years. Gender differences, large and concerning earlier, have nearly disappeared. However, areas of concern remain. Districts, rather than states, are variously forward and backward in education. People are mired in low-level education traps in a group of bottom-50 districts, which straddle state boundaries and are spread across the country. How much progress is made in the next generation will be determined by what happens in these lagging districts. Local innovation rather than standardised solutions will be required.