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DESCRIPTION:\n\nMs. Nymisha Bandi a doctoral student at 91şÚÁĎÍř i
 n the area of Retail Management will be presenting her research proposal e
 ntitled:\n\nBehavioral Retail Operations to Incentivize Customers\n\n \nFr
 iday\, November 29\, 2024\, at 9:00am – 11:00am\n\nStudent Committee Chair
 : Professor Saibal Ray and Professor Maxime Cohen\n\nPlease note that the 
 presentation will be conducted in hybrid mode.\n\n\nABSTRACT: \n\nRetailer
 s increasingly use behavioral insights to guide consumer choices\, balanci
 ng profit goals with promoting health and responsible choices. This propos
 al examines how promotional tactics like bundling\, discount and choice ar
 chitecture can encourage healthier choices. By combining insights from beh
 avioral economics\, operations management\, and machine learning\, we aim 
 to develop a framework that informs socially responsible retail practices 
 that do not sacrifice profitability thus ensuring that they remain viable 
 over time\n\nIn the first chapter\, we explore how bundling incentives can
  encourage healthier food choices in a convenience store setting. Testing 
 three types of add-on bundles—unhealthy\, healthy\, and choice—we found th
 at healthy bundles increased healthy purchases even when unhealthy options
  were also available. However\, this effect was temporary\, with customers
  reverting to original patterns after the promotion ended. The choice bund
 le also showed revenue benefits for retailers.\n\nThe second chapter exami
 nes the effectiveness of bundling versus discounting in promoting healthy 
 and unhealthy food choices. Through a field experiment across seven stores
 \, we tested six types of incentives and analyzed their impacts on sales\,
  revenue\, and profit. Our findings indicate that discounts are generally 
 more effective for boosting short-term sales\, whereas bundling is more ad
 vantageous for increasing revenue and profit\, particularly for healthy pr
 oducts. In contrast\, promotions on unhealthy products showed no significa
 nt effects\, likely due to the diminishing impact of prolonged promotions 
 over time. Overall\, bundling outperforms discounting when considering rev
 enue and profit gains.\n\nThe third chapter covers a broader range of reta
 il tactics for influencing customer decisions. Reviewing retail operations
  strategies from in-store design to digital promotions\, it details how ps
 ychology and data-driven insights shape consumer behavior. This chapter li
 nks research with practical strategies\, emphasizing the role of pricing\,
  promotion\, and digital tools in guiding choices and proposes new researc
 h directions in consumer behavior and retail strategy.\n\nIn conclusion\, 
 by building on recent studies that explore the impact of bundling\, price 
 framing\, and choice architecture\, this proposal will extend existing res
 earch into the development of actionable\, data-driven strategies. Ultimat
 ely\, this thesis will contribute to the broader field of socially respons
 ible retailing by proposing interventions that can serve the dual purpose 
 of supporting consumer well-being and enhancing retailer profitability.\n
DTSTART:20241129T140000Z
DTEND:20241129T160000Z
SUMMARY:PhD Research Proposal Presentation: Nymisha Bandi 
URL:/desautels/channels/event/phd-research-proposal-pr
 esentation-nymisha-bandi-361342
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