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Keywords: Consumer behaviour
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Journal Articles
VILAKSHAN - XIMB Journal of Management (2026) 23 (2): 288–308.
Published: 27 November 2025
... for the prospective OTT subscribers can be framed while targeting the segment of customers in terms of male and female, young and middle-aged customers, loyal and new customers. The consumer behaviour can also vary according to the product-focused or service-focused OTT providers, but the disparity is hard...
