Models to understand customer behavior in auctions and household purchases
Guide(s)
Jonnalagedda, Sreelata
Department
Marketing
Area
Marketing
University
Indian Institute of Management Bangalore
Place
Bangalore
Publication Date
3-31-2025
Year Awarded
March 2025
Year Completed
March 2025
Year Registered
June 2019
Abstract
Extant literature recognises time as a limited resource (Becker 1965, Muth 1966) and emphasises the importance of understanding preferences towards time allocation to realise buyer behaviour patterns (Howard and Sheth 1969). In the first essay, we consider the results of a field experiment where the permissible bidding duration increased owing to an exogenous intervention by the auction platform. Herein, we identify the strategic responses by informed bidders thwarting the learning-by-bidding process and possible gains by naïve bidders. In the second essay, we examine the influence of the departure of one head of the household on the remaining head’s preferences for time allocation. Herein, we note the reduced consumption of a preferred convenience food despite prior inclinations.
Pagination
96p.
Copyright
Indian Institute of Management Bangalore
Document Type
Dissertation
DAC Chairperson
Jonnalagedda, Sreelata
DAC Members
Prakhya, Srinivas; Mukherji, Arnab; Ponnappan, Vedha
Type of Degree
Ph.D.
Recommended Citation
Vazrapu, Ravikanth, "Models to understand customer behavior in auctions and household purchases" (2025). Doctoral Dissertations. 103.
https://research.iimb.ac.in/doc_dissertations/103
Relation
DIS-IIMB-FPM-P25-18
