Business Analyst Journal

The lack of sustained growth in agricultural output and deepening of paddy-wheat cultivation cycle over many decades have given impetus to policy prescription towards crop diversification in Bihar. The recent rise in area under fruits and vegetables as well as sugarcane has encouraged those who are observing the state's prospects closely. This essay asks for abundant caution while acknowledging the need and benefits of crop diversification. It explores the colonial agrarian history of Bihar to find similar trends towards crop diversification that did not bring any improvement in the economic conditions of the cultivators involved. The past pattern suggests that the nature of land, labour, credit and produce market was such that it exploited Bihar peasantry to the benefits of those who controlled these crucial inputs as well as channels of international trade. This has important lessons for the policy makers when the path of crop diversification is taken. If the government is serious about increasing crop diversity to boost agricultural growth and incomes of cultivators, then the choice of the cultivators has to be tilted by institutional means.

The term “experiential view” encompassing fantasies, feelings and fun associated with the consumption of goods and services was visibly introduced in marketing literature by Holbrook and Hirschman (1982). Since then, the concept has evolved from “consumption experience” to “customer experience” and recently to “brand experience”. This study has made an attempt to understand its relationship with brand loyalty. The importance of brand loyalty in ensuring a brand’s survival and growth is universally accepted. The other two variables- satisfaction and brand trust- have been included as the mediating variables in this study. A mediating variable is a variable that plays a causal intermediary role between an independent variable and a dependent variable. This paper covers the literature review and operationalisation of these four variables.