Business Analyst Journal

Increasing globalisation, worldwide investment and production strategies, growth of global transport and, media and, advances in information and communication technologies have all accelerated global market integration. As against a multi-domestic strategy, a natural form of international segmentation for marketers, the homogeneity among consumers has reduced within countries whereas increasing across countries. Thus, the decision as to standardize or customize marketing strategy requires analysis of the behaviourial positions undertaken by consumers in marketplace. The study attempts to explore the various positions of homogenisation, localisation, hybridisation or marginalisation acquired by consumers in the globalised world. Study results support the co-existence of the multiple marketplace positions among Indian consumers, thereby providing important managerial implications and directions for future research.

Entrepreneurial intention is a conscious state of mind that precedes action and guides career decision-making. It plays a pivotal role in an individual's decision to set up a new business. In order to foster the entrepreneurial intentions of the youth an examination of their entrepreneurial intentions should be done. The aim of this paper is to examine the entrepreneurial intentions among university students studying in the public universities of Punjab. Based on the Theory of Planned Behavior (TPB), a tailor-made entrepreneurship intention instrument is developed and used to measure the entrepreneurial intention of a sample of 300 students from public universities in Punjab. Structural Equation Modeling was used to study the relative impact of identified factors on entrepreneurial intention. The findings revealed that attitude towards the behavior; perceived behavioral control and entrepreneurial education had a significant impact on the entrepreneurial intention. The present study contributes to body of knowledge of entrepreneurial intention by extending theory of planned behavior model and incorporating one of the most valued motivational determinants namely entrepreneurial education.