Decoding Festive Gifting In Mumbai: A Study On The Hedonic And Utilitarian Drivers Behind Purchase Of Cadbury Celebrations.
Authors: Ms. Aishwarya Naik Abstract: This study explores consumer perceptions of Cadbury Celebrations as a festive gifting brand in Mumbai, focusing on hedonic (emotional) and utilitarian (practical) purchase drivers. Based on a survey of 48 Mumbai, India based respondents, findings … Read More »