...Mohit Goswami; Yash Daultani; M. Ramkumar Purpose This paper analytically models and numerically investigates two operating levers, namely optimization of product price and optimization of product quality in the context of a manufacturer that sells the products directly in the marketplace...

... is empirical and descriptive in nature. The factors considered for the study include price, consumer knowledge, trust, attitude, behavioural intentions, subjective norms, perceived personal relevance and perceived consumer effectiveness. Findings The three major influential factors include price, trust...