Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is widely acknowledged as the father of modern marketing and the world’s foremost expert on strategic marketing. He was voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking. He holds major awards including the American Marketing Association’s (AMA) Distinguished Marketing Educator Award and a Distinguished Educator Award from The Academy of Marketing Science. He has published extensively and has consulted for IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organisation and international marketing.Subhadip Roy is an associate professor of Marketing at the Indian Institute of Management, Ahmedabad, India. He has a PhD in marketing from the ICFAI University Dehradun. His research papers have appeared in reputed journals. He is also an avid case writer and his cases have appeared in case databases such as the Ivey Case Collection, Emerald Emerging Market Case Studies, the Case Journal and ET cases among others. His areas of interest are advertising, brand management and marketing research.Satyajit Chakrabarti is the Director of Institute of Engineering & Management, Kolkata, India. He obtained his PhD in Nanotechnology from the National Institute of Technology and a Master’s in Computer Science from the University of British Columbia. He is an avid philanthropist and social entrepreneur. He has published extensively in the fields of artificial intelligence, IOT and data science and has over 20 patents filed in various fields of technology. His special expertise includes management consulting, strategic management, technology applications, and problem- solving using innovation and innovative technologies.Dipak Saha is currently associated as an Experienced Professor of Marketing with a demonstrated history of leadership in the marketing discipline with the Department of Management, Institute of Engineering & Management, Kolkata, India, and has over 19 years of corporate and academic experience. He obtained his PhD from the University of North Bengal. He has published several articles in reputed and renowned scholarly journals. He is the co- author of the textbook, Marketing: A Conceptual Framework. He is a consultant and trainer in the field of Critical Thinking @Workplace and Strategic Management Decisions. He is the recipient of the AMP- Academic Excellence Award 2020 from the Academy of Management Professionals, India. His areas of interest are marketing analytics, consumer behaviour and brand management.Rabin Mazumder is a professor of Economics and Head of the Department of Management, Institute of Engineering & Management, Kolkata, India. He has a PhD in business management from the University of Calcutta. He has around 17 years of academic experience. His research papers have appeared in reputed journals. His book chapters have been published in various publications. He also authored two books on Economics at the secondary and undergraduate levels. His areas of interest are development economics, consumer behaviour and brand management.

• List of FiguresList of TablesList of ContributorsSeries Editors’ PrefaceAcknowledgementsIntroductionPART IPerspectives on Consumer Behaviour1 Mediating Influence of COVID- 19- Pandemic- Induced Lockdown on Rise of OTTSOUMIK GANGOPADHYAY, AKANKSHA SINGH, ANWESHA BOSE AND BAISAKHI GHOSH2 Measuring Consumer Perception on Digital Buying: A Lesson from PandemicGOURANGA PATRA AND SUMONA DATTA3 Impact of Country of Origin Image on Purchase Intention: A Case of Fashion Apparels in KolkataDIBYENDU CHATTARAJ AND SUJIT MUKHERJEE4 The Effect of Demographic Factors on Overconfidence Behavioural Bias of Mutual Fund InvestorsNIRALI DAVE AND TEJAL SHAH5 Farmers’ Query Analysis in Kisan Call Centres: A Cross- State Study during Covid- 19SUMANA BANDYOPADHYAY, SUDIP MUKHERJEE AND ANIRBAN SARKAR6 Online Shopping Motivation in COVID- 19 Times: A Study in West BengalUMAMA NASRIN HAQUE AND RABIN MAZUMDER7 Inquiry into Consumer Perception towards Plastic FurnitureVIVEK DHANDHANIA, ARIJIT GHOSH AND SHIVAJI BANERJEE8 Applicability of the Technology Acceptance Model in Examining Consumer Adoption Patterns of Online Video Streaming Services: A Factor- Analytic StudySHAUNAK ROY AND SHIVAJI BANERJEE9 What’s Weighing on Consumer Spending in the Fear of COVID- 19: A Grounded Theory ApproachPRITHA GHOSH AND RABIN MAZUMDER10 Effect of Online Shopping Due to Covid- 19 on the Survival of the Flea Market Vendors in KolkataSUCHISMITA MAITY11 Marketing Innovation and Sustainability in an Era of COVID- 19 with Special Reference to FMCG Companies and Consumers in BhopalMALAY GHOSH AND ALPA GHOSH12 Green Marketing Drivers and Their Role in Green Purchase Behaviour ・ A Meta- analysisATAUS SAMAD, DIBYENDU CHATTARAJ AND SOUMIK DAS13 Market Positioning and Perception towards Maize Crush Cattle Feed with Special Reference to Krushidhan Farmer Producer Company, North GujaratABHEESHEK DEV ROYE AND ANALJYOTI BASU14 Unravelling the MED- MOD Effects on the Relationship of Knowledge- Attitude- Intention along with Willingness to Pay in the Context of Green MarketingSWATI SHAW15 Segmentation ・ A Key to the Success of the Smartphone BusinessSOUMYA MUKHERJEE, MRINAL KANTI DAS, AVIK CHATTERJEE AND SOUMEE ROY CHOUDHURY (MUKHERJEE)16 Brand Selection Behaviour of Customers and Market Standing of 4G Internet Service Providers in Siliguri and Darjeeling Towns of North BengalSHUVENDU DEY, SHOMNATH DUTTA AND SANTANA GUHA17 Understanding the Tourists’ Dissatisfaction Traits of Heritage Sites in India: A Text Mining ApproachASHUTOSH PANDEY AND RAJENDRA SAHU18 How Trust Mediates Users’ Intention to Use Plastic Money: A Developing Economy’s PerspectiveKOMAL DHANDA AND USHA ARORAPART IIIndustrial Perspectives19 Growth of Immunity Boosters in Light of the COVID- 19 Pandemic: A Literature ReviewESHANI SADHUKHAN, SOUMIK GANGOPADHYAY AND ANIRUDDHA NAG20 Efficiency of Indian Marine Fisheries: A Comparative Study Using Data Envelopment AnalysisNEELANGSHU GHOSH21 Corporate Climate Change Disclosure and Firm Performance: Testing the Apocryphal RelationSANTI GOPAL MAJI AND NIVA KALITA22 Contribution of the Textile and Apparel Sector: Perspectives in the Context of the Indian Economy in a New NormalSUMEDHA MAJUMDER AND SHELLY DE (PANDIT)23 An Evaluation of the Working of the Regional Rural Banks (RRBs) in IndiaGOVIND PRASAD BHANDARI AND ANALJYOTI BASUIndex

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is widely acknowledged as the father of modern marketing and the world’s foremost expert on strategic marketing. He was voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking. He holds major awards including the American Marketing Association’s (AMA) Distinguished Marketing Educator Award and a Distinguished Educator Award from The Academy of Marketing Science. He has published extensively and has consulted for IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organisation and international marketing.Subhadip Roy is an associate professor of Marketing at the Indian Institute of Management, Ahmedabad, India. He has a PhD in marketing from the ICFAI University Dehradun. His research papers have appeared in reputed journals. He is also an avid case writer and his cases have appeared in case databases such as the Ivey Case Collection, Emerald Emerging Market Case Studies, the Case Journal and ET cases among others. His areas of interest are advertising, brand management and marketing research.Satyajit Chakrabarti is the Director of Institute of Engineering & Management, Kolkata, India. He obtained his PhD in Nanotechnology from the National Institute of Technology and a Master’s in Computer Science from the University of British Columbia. He is an avid philanthropist and social entrepreneur. He has published extensively in the fields of artificial intelligence, IOT and data science and has over 20 patents filed in various fields of technology. His special expertise includes management consulting, strategic management, technology applications, and problem- solving using innovation and innovative technologies.Dipak Saha is currently associated as an Experienced Professor of Marketing with a demonstrated history of leadership in the marketing discipline with the Department of Management, Institute of Engineering & Management, Kolkata, India, and has over 19 years of corporate and academic experience. He obtained his PhD from the University of North Bengal. He has published several articles in reputed and renowned scholarly journals. He is the co- author of the textbook, Marketing: A Conceptual Framework. He is a consultant and trainer in the field of Critical Thinking @Workplace and Strategic Management Decisions. He is the recipient of the AMP- Academic Excellence Award 2020 from the Academy of Management Professionals, India. His areas of interest are marketing analytics, consumer behaviour and brand management.Rabin Mazumder is a professor of Economics and Head of the Department of Management, Institute of Engineering & Management, Kolkata, India. He has a PhD in business management from the University of Calcutta. He has around 17 years of academic experience. His research papers have appeared in reputed journals. His book chapters have been published in various publications. He also authored two books on Economics at the secondary and undergraduate levels. His areas of interest are development economics, consumer behaviour and brand management.

• List of FiguresList of TablesList of ContributorsSeries Editors’ PrefaceAcknowledgementsIntroductionPART IPerspectives on Consumer Behaviour1 Mediating Influence of COVID- 19- Pandemic- Induced Lockdown on Rise of OTTSOUMIK GANGOPADHYAY, AKANKSHA SINGH, ANWESHA BOSE AND BAISAKHI GHOSH2 Measuring Consumer Perception on Digital Buying: A Lesson from PandemicGOURANGA PATRA AND SUMONA DATTA3 Impact of Country of Origin Image on Purchase Intention: A Case of Fashion Apparels in KolkataDIBYENDU CHATTARAJ AND SUJIT MUKHERJEE4 The Effect of Demographic Factors on Overconfidence Behavioural Bias of Mutual Fund InvestorsNIRALI DAVE AND TEJAL SHAH5 Farmers’ Query Analysis in Kisan Call Centres: A Cross- State Study during Covid- 19SUMANA BANDYOPADHYAY, SUDIP MUKHERJEE AND ANIRBAN SARKAR6 Online Shopping Motivation in COVID- 19 Times: A Study in West BengalUMAMA NASRIN HAQUE AND RABIN MAZUMDER7 Inquiry into Consumer Perception towards Plastic FurnitureVIVEK DHANDHANIA, ARIJIT GHOSH AND SHIVAJI BANERJEE8 Applicability of the Technology Acceptance Model in Examining Consumer Adoption Patterns of Online Video Streaming Services: A Factor- Analytic StudySHAUNAK ROY AND SHIVAJI BANERJEE9 What’s Weighing on Consumer Spending in the Fear of COVID- 19: A Grounded Theory ApproachPRITHA GHOSH AND RABIN MAZUMDER10 Effect of Online Shopping Due to Covid- 19 on the Survival of the Flea Market Vendors in KolkataSUCHISMITA MAITY11 Marketing Innovation and Sustainability in an Era of COVID- 19 with Special Reference to FMCG Companies and Consumers in BhopalMALAY GHOSH AND ALPA GHOSH12 Green Marketing Drivers and Their Role in Green Purchase Behaviour ・ A Meta- analysisATAUS SAMAD, DIBYENDU CHATTARAJ AND SOUMIK DAS13 Market Positioning and Perception towards Maize Crush Cattle Feed with Special Reference to Krushidhan Farmer Producer Company, North GujaratABHEESHEK DEV ROYE AND ANALJYOTI BASU14 Unravelling the MED- MOD Effects on the Relationship of Knowledge- Attitude- Intention along with Willingness to Pay in the Context of Green MarketingSWATI SHAW15 Segmentation ・ A Key to the Success of the Smartphone BusinessSOUMYA MUKHERJEE, MRINAL KANTI DAS, AVIK CHATTERJEE AND SOUMEE ROY CHOUDHURY (MUKHERJEE)16 Brand Selection Behaviour of Customers and Market Standing of 4G Internet Service Providers in Siliguri and Darjeeling Towns of North BengalSHUVENDU DEY, SHOMNATH DUTTA AND SANTANA GUHA17 Understanding the Tourists’ Dissatisfaction Traits of Heritage Sites in India: A Text Mining ApproachASHUTOSH PANDEY AND RAJENDRA SAHU18 How Trust Mediates Users’ Intention to Use Plastic Money: A Developing Economy’s PerspectiveKOMAL DHANDA AND USHA ARORAPART IIIndustrial Perspectives19 Growth of Immunity Boosters in Light of the COVID- 19 Pandemic: A Literature ReviewESHANI SADHUKHAN, SOUMIK GANGOPADHYAY AND ANIRUDDHA NAG20 Efficiency of Indian Marine Fisheries: A Comparative Study Using Data Envelopment AnalysisNEELANGSHU GHOSH21 Corporate Climate Change Disclosure and Firm Performance: Testing the Apocryphal RelationSANTI GOPAL MAJI AND NIVA KALITA22 Contribution of the Textile and Apparel Sector: Perspectives in the Context of the Indian Economy in a New NormalSUMEDHA MAJUMDER AND SHELLY DE (PANDIT)23 An Evaluation of the Working of the Regional Rural Banks (RRBs) in IndiaGOVIND PRASAD BHANDARI AND ANALJYOTI BASUIndex

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is widely acknowledged as the father of modern marketing and the world’s foremost expert on strategic marketing. He was voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking. He holds major awards including the American Marketing Association’s (AMA) Distinguished Marketing Educator Award and a Distinguished Educator Award from The Academy of Marketing Science. He has published extensively and has consulted for IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organisation and international marketing.Subhadip Roy is an associate professor of Marketing at the Indian Institute of Management, Ahmedabad, India. He has a PhD in marketing from the ICFAI University Dehradun. His research papers have appeared in reputed journals. He is also an avid case writer and his cases have appeared in case databases such as the Ivey Case Collection, Emerald Emerging Market Case Studies, the Case Journal and ET cases among others. His areas of interest are advertising, brand management and marketing research.Satyajit Chakrabarti is the Director of Institute of Engineering & Management, Kolkata, India. He obtained his PhD in Nanotechnology from the National Institute of Technology and a Master’s in Computer Science from the University of British Columbia. He is an avid philanthropist and social entrepreneur. He has published extensively in the fields of artificial intelligence, IOT and data science and has over 20 patents filed in various fields of technology. His special expertise includes management consulting, strategic management, technology applications, and problem- solving using innovation and innovative technologies.Dipak Saha is currently associated as an Experienced Professor of Marketing with a demonstrated history of leadership in the marketing discipline with the Department of Management, Institute of Engineering & Management, Kolkata, India, and has over 19 years of corporate and academic experience. He obtained his PhD from the University of North Bengal. He has published several articles in reputed and renowned scholarly journals. He is the co- author of the textbook, Marketing: A Conceptual Framework. He is a consultant and trainer in the field of Critical Thinking @Workplace and Strategic Management Decisions. He is the recipient of the AMP- Academic Excellence Award 2020 from the Academy of Management Professionals, India. His areas of interest are marketing analytics, consumer behaviour and brand management.Rabin Mazumder is a professor of Economics and Head of the Department of Management, Institute of Engineering & Management, Kolkata, India. He has a PhD in business management from the University of Calcutta. He has around 17 years of academic experience. His research papers have appeared in reputed journals. His book chapters have been published in various publications. He also authored two books on Economics at the secondary and undergraduate levels. His areas of interest are development economics, consumer behaviour and brand management.

• List of FiguresList of TablesList of ContributorsSeries Editors’ PrefaceAcknowledgementsIntroductionPART IPerspectives on Consumer Behaviour1 Mediating Influence of COVID- 19- Pandemic- Induced Lockdown on Rise of OTTSOUMIK GANGOPADHYAY, AKANKSHA SINGH, ANWESHA BOSE AND BAISAKHI GHOSH2 Measuring Consumer Perception on Digital Buying: A Lesson from PandemicGOURANGA PATRA AND SUMONA DATTA3 Impact of Country of Origin Image on Purchase Intention: A Case of Fashion Apparels in KolkataDIBYENDU CHATTARAJ AND SUJIT MUKHERJEE4 The Effect of Demographic Factors on Overconfidence Behavioural Bias of Mutual Fund InvestorsNIRALI DAVE AND TEJAL SHAH5 Farmers’ Query Analysis in Kisan Call Centres: A Cross- State Study during Covid- 19SUMANA BANDYOPADHYAY, SUDIP MUKHERJEE AND ANIRBAN SARKAR6 Online Shopping Motivation in COVID- 19 Times: A Study in West BengalUMAMA NASRIN HAQUE AND RABIN MAZUMDER7 Inquiry into Consumer Perception towards Plastic FurnitureVIVEK DHANDHANIA, ARIJIT GHOSH AND SHIVAJI BANERJEE8 Applicability of the Technology Acceptance Model in Examining Consumer Adoption Patterns of Online Video Streaming Services: A Factor- Analytic StudySHAUNAK ROY AND SHIVAJI BANERJEE9 What’s Weighing on Consumer Spending in the Fear of COVID- 19: A Grounded Theory ApproachPRITHA GHOSH AND RABIN MAZUMDER10 Effect of Online Shopping Due to Covid- 19 on the Survival of the Flea Market Vendors in KolkataSUCHISMITA MAITY11 Marketing Innovation and Sustainability in an Era of COVID- 19 with Special Reference to FMCG Companies and Consumers in BhopalMALAY GHOSH AND ALPA GHOSH12 Green Marketing Drivers and Their Role in Green Purchase Behaviour ・ A Meta- analysisATAUS SAMAD, DIBYENDU CHATTARAJ AND SOUMIK DAS13 Market Positioning and Perception towards Maize Crush Cattle Feed with Special Reference to Krushidhan Farmer Producer Company, North GujaratABHEESHEK DEV ROYE AND ANALJYOTI BASU14 Unravelling the MED- MOD Effects on the Relationship of Knowledge- Attitude- Intention along with Willingness to Pay in the Context of Green MarketingSWATI SHAW15 Segmentation ・ A Key to the Success of the Smartphone BusinessSOUMYA MUKHERJEE, MRINAL KANTI DAS, AVIK CHATTERJEE AND SOUMEE ROY CHOUDHURY (MUKHERJEE)16 Brand Selection Behaviour of Customers and Market Standing of 4G Internet Service Providers in Siliguri and Darjeeling Towns of North BengalSHUVENDU DEY, SHOMNATH DUTTA AND SANTANA GUHA17 Understanding the Tourists’ Dissatisfaction Traits of Heritage Sites in India: A Text Mining ApproachASHUTOSH PANDEY AND RAJENDRA SAHU18 How Trust Mediates Users’ Intention to Use Plastic Money: A Developing Economy’s PerspectiveKOMAL DHANDA AND USHA ARORAPART IIIndustrial Perspectives19 Growth of Immunity Boosters in Light of the COVID- 19 Pandemic: A Literature ReviewESHANI SADHUKHAN, SOUMIK GANGOPADHYAY AND ANIRUDDHA NAG20 Efficiency of Indian Marine Fisheries: A Comparative Study Using Data Envelopment AnalysisNEELANGSHU GHOSH21 Corporate Climate Change Disclosure and Firm Performance: Testing the Apocryphal RelationSANTI GOPAL MAJI AND NIVA KALITA22 Contribution of the Textile and Apparel Sector: Perspectives in the Context of the Indian Economy in a New NormalSUMEDHA MAJUMDER AND SHELLY DE (PANDIT)23 An Evaluation of the Working of the Regional Rural Banks (RRBs) in IndiaGOVIND PRASAD BHANDARI AND ANALJYOTI BASUIndex