2nd IIMA Conference on Research in Marketing 329 Proceeds of 2nd IIMA Conference on Resear Resear Resear Resear Research in Mark ch in Mark ch in Mark ch in Mark ch in Marketing eting eting eting eting January 3-5, 2007 Compiled and Edited by Anand Kumar Jaiswal Arvind Sahay Piyush Kumar Sinha Sanjay Kumar Kar Vandana Sood Supported by Labdhi R. Bhandari Memorial Fund Indian Institute of Management, Ahmedabad, India