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TRANSCRIPT
1. Buying Behaviour of Passenger Cars: A Study in South West Haryana
VOLUME XXXVIII • NUMBER 5 • MAY 2008
Indian Automobile sector is high on growth trajectory. According to auto industry experts Indian Automobile sales will grow at a CAGR of 9.5% to 13008 million by 2010. From 2006 through 2011, India will be the fastest-growing auto manufacturer among the world's top 20 car-making countries. The present study is conducted in South West Haryana which consists of Bhiwani and Mahendragarh districts. The study endeavor is to investigate empirically customer’s preference towards passenger car brand. Pre-purchase and post-purchase behaviour of the customers is evaluated and factors influencing the customers are determined by Perceptual mapping obtained from Multi-dimensional scaling. Overall results indicate that in south west Haryana region customers are more influences by friends and relatives than dealer and salespersons. Maruti dominates the market with three of its brands namely Maruti 800, Alto and Wagon-R. Brand name, fuel efficiency and price were found to be primary determinant for buying car in this region.
Dr.V.K.Kaushik
Asst Professor
Dept of Management Studies
TITS, Bhiwani, Haryana
Neeraj Kaushik
Sr.Lecturer
Dept of Management Studies
TITS, Bhiwani, Haryana
2. Impact Of Celebrity Endorsements On Brand Image
VOLUME 42 • NUMBER 2 • FEBRUARY 2012
Celebrity endorsements have been established as one of the most popular tools of advertising in recent times. It has become a trend and is perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity, but it is tough to establish a strong association between the product and the endorser. While the magnitude of the impact of celebrity endorsement on brands remains under the purview of gray spectacles, this paper is an effort to analyze the impact of celebrity endorsements on brands. The objective of this paper is to examine the relationship between celebrity endorsements and brands, and eventually, its impact on consumer's buying behavior as well as their brand preferences. The paper also proposes a 20 point model which can be used as a blue-print criterion and can be used by brand managers for selecting celebrities and capitalizing the celebrity resource through 360 degree brand communication, which is regarded as the foundation of the impact of celebrity endorsements.
Keyword : Celebrity Endorsement, Celebrity Credibility, Controversy Risk, Brand Personality, Brand Image.
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Debiprasad Mukherjee
Senior Business Analyst,
Business Process Management
Cognizant Technology Solutions,
Kolkata.
3. Factors Affecting Consumer Purchase Decision of Laptops VOLUME XL • NUMBER 10 • OCTOBER 2010
A comparative study of the various sales pamphlets of different laptop producing companies seems to suggest that almost all the laptop brands offer nearly the same configuration (processors, RAM
and graphics cards) and features (webcams, fingerprint scanners) in their products to the consumers. None of the brands can be seen as enjoying their product as exceedingly superior to its competition. With all things virtually equal within the box, what is it that makes a consumer choose one brand over another (Brand Preference and Product Differentiation)? Is it still within the box or outside of it that drives the decision? What is it that compels a consumer to purchase the Dell laptop instead of the HP when a consumer is comparing them side by side? Is it just the price? Did the consumer previously had a bad experience with HP? Are the Dell commercials intriguing enough to make consumers buy their products? Does a younger family member, with a higher degree of technical competency, tell an older family member that Dell is the only thing to buy? While the evaluative buying criteria consumers use when purchasing these products maybe known, what was not known was the impact each of them have in contributing to that decision.
Ravi Soni
Student,5th Year Dual Degree(B.Tech+M.Tech)
Computer Science Department
IIT Delhi
Delhi
Rohit Lohani
Student,Textile Department
IIT Delhi
Delhi
Mahim Sagar
Faculty
Department of Management Studies
IIT Delhi,Delhi
4. Effect Of Retail Sales Promotion On Buying Behaviour of Customers: An Empirical Study
VOLUME 41 • NUMBER 7 • JULY 2011
The Indian market is currently witnessing a retail boom with Organized Retailers offering a whole assortment of goods and services to consumers under one roof with congenial shopping ambience. With the Indian retail boom, many players are entering the market with different retail formats. As a result, competition is becoming very tough. Each player is trying to attract more customers through different sales promotional activities. But, the exact picture of the impact of sales promotion on consumer behaviour is yet unclear to the retailers. This paper tries to find out the impact of demographic parameters on retail sales promotion and overall buyers’ behavior on retail sales promotions.
Key words: Attract customer, Buying Behaviour, Organized Retailers, Retail Sales promotion
Gopal Das
Assistant Professor,
NSHM College of Management and Technology, Kolkata,West Bengal
5. Measurement and Validity of Jennifer Aaker's Brand Personality Scale For Close-Up Brand
VOLUME XXXVIII • NUMBER 10 • OCTOBER 2008
Throughout the past two decades, the development of new products has been a popular marketing strategy for many firms. According to the trade publication New Product News, consumer-product companies launch nearly 20,000 new products each year (compared to only 2,689 in 1980) and supermarkets carry an average of 30,000 products compared to 13,067 in 1982 (as cited in Belch & Belch, 2001)1. Because of an increase in marketplace competition, this newfound brand proliferation
threatens the survival of other recent brands. Brand differentiation is now becoming an important tactic for combating competition in this hostile marketplace. A viable solution for establishing the distinctiveness of a brand is through brand personality. Attaching personalities to brands contributes to a differentiating brand identity, which can make brands more desirable to the consumer.
Dr.P.C.Sekar
Reader
Madurai Kamaraj University
Madurai
Tamil Nadu
Bejoy John Thomas
Assistant Professor
Jamal Institute of Management
Tiruchirappalli,Tamil Nadu
6. Customer Shopping Behavior Among Modern Retail Formats: A Study of Delhi & NCR
VOLUME XXXIX • NUMBER 2 • FEBRUARY 2009
The Indian retail sector is going through a transformation and this emerging market is witnessing a significant change in its growth and investment pattern. Both existing and new players are experimenting with new retail formats. Currently two popular formats hypermarkets and supermarkets are growing at a rapid pace. Apart from the brick –mortar formats, brick -click and click-click formats are also increasingly functional on the Indian retail landscape. Consumer dynamics in India is also changing and the retailers need to take note of this and formulate their strategies and tactics to deliver the exact expected value to the customer. In the backdrop of all these developments the present paper makes an attempt to:
To find out the factors that affect the buyers’ decision among the modern retail formats, and Evaluates he comparative strength of these factors in buying decision process. It Reveals the Consumer Shopping Behavior) among the Modern Retail Formats with special reference to Delhi &
NCR. The empirical data has been collected with the help of Primary as well as secondary resources. The Primary research was conducted at Different Malls of Delhi & NCR.
Dr.S.V.Pathak
Reader
Department of Commerce
DDU Gorakhpur University
Gorakhpur,Uttar Pradesh
Aditya P.Tripathi
Lecturer
Department of Management Studies
Delhi School of Professional Studies & Research,GGSIP University
Delhi
7. Product Purchase Decision Making Process Among Urban Married Working Women in Tiruchirappalli District - An Analysis
VOLUME XXXIX • NUMBER 2 • FEBRUARY 2009
Urban women play a significant role in domestic and socio- economic life of the society. In India, over the years, both female and male roles have been changing. Many women are placing an increasing value on independence and the freedom to do what they want. Being aware of the dual responsibility at home and office, working wives are pressurized for time. As they enjoy economic freedom, it may appear that they make independent decisions. More women are also rejecting traditional roles related to submissiveness and home making. The rise in the importance of Information Technology has given rise to a variety of new professions. They have spawned a taste for a cosmopolitan lifestyle among the emerging middle class. Break–up of joint families, rise in the number of nuclear families and greater urbanization has increased the dependence on household appliances and labour - saving gadgets. In this scenario, women are becoming more visible in the markets and are emerging as the new decision makers at home.
Dr.(Sr).G.Sarguna Mary
Principal
Holy Cross College
Tiruchirappali,Tamil Nadu
8. Effectiveness of Celebrity Endorsements in Brand Recall and Purchase Decision
VOLUME XXXIX • NUMBER 6 • JUNE 2009
A celebrity endorser is someone who enjoys public recognition and who uses that recognition on behalf of a consumer good by appearing with it in an advertisement. Celebrity endorsement has become one of the most important communication tools for all the companies. Three variables have been identified as important for successful celebrity endorsements physical attractiveness of the celebrity, source credibility (trustworthiness and expertise) of the celebrity, and celebrity/brand congruency. The present paper studies the Effectiveness of Celebrity Endorsements in Brand Recall and Purchase Decision among Indian Consumers and employs primary data collected through a structured questionnaire. It uses non probabilistic convenient sampling to select the respondents. All the respondents were residents of Indore city in Central India and the survey was carried out in January – March 2008. The study suggests that celebrity endorsements are effective in Brand recall but are not effective in motivating people to buy the endorsed product. Celebrity – Brand fit is also important for successful celebrity endorsement.
Manish Mittal
Lecturer
Daly College of Business School
Indore,Madhya Pradesh
Praneet Tulsiyan
Student
Daly College of Business School
Indore,Madhya Pradesh
9. Do Multiple Time Consumers Also Observe Imperfectly? : The Case of Automobile Consumers in India
VOLUME XXXIX • NUMBER 6 • JUNE 2009
Consumer learning about quality of alternate brands of an experienced good may occur through several mechanisms. Increased attention has been focused on the nature of brand equity and on its role on improving market performance or financial success of products whose names influence the level of consumer acceptance (Aakar 1991). General observation on the importance of brand equity to marketing and financial results has also been discussed in the literature (Farquhar, 1989). Again scattered empirical studies have answered such questions as impact of brand equity on the success of line and category extensions designed to trade on the cachet of a brand name (Aakar and Keller, 1990). The challenge of measuring brand equity lies in the fact that numerous alternative approaches exist (Chattopadhyay, Shivani and Krishnan, 2008) but all such methods appear to be inherently imperfect (Shocker, 1991). In this paper, we estimate a dynamic choice model in which consumers correlate brand quality through price signals.
Tanmay Chattopadhyay
Marketing Manager
Amararaja Batteries Ltd
Hyderabad
Shraddha Shivani
Associate Professor
Department of Management
Birla Institute of Technology
Ranchi,Jharkhand
Mahesh Krishnan
Sales and Marketing Director
Goodyear India Limited
Faridabad, Haryana
10.Consumer Behaviour and Brand Preference Towards Onida Television - An Empirical Study With Reference To Karur,Tamil Nadu
VOLUME XXXIX • NUMBER 7 • JULY 2009
The television is a wonderful means of mass communication invented by J.L.Baird in 1926. Now our home has become a Cinema Hall. A Television is an audio-visual medium which enables us to hear and watch a variety of programmes, both live and recorded. The industries which produce the electronic devices and appliances for the use and conveniences of their customers are known at the Electronic industries. This industry manufactures varied forms of essential electronic appliances such as televisions to satisfy the wants of mankind. Now –a – days, televisions have become an essential item for mass based usage. They are manufactured in different sizes so as to meet the needs of various groups of people. They are usually rated with internal total mechanism and the television mechanism.
Dr.N.Kathirvel
Lecturer in Commerce & Management
Karpagam University
Coimbatore,Tamil Nadu
Dr.N.Chandrasekaran
Reader in Commerce
Salem Sowdeswari College
Salem,Tamil Nadu
11. Consumer Behaviour in Rural Markets : A-B-C-D Paradigm And Its Applications
VOLUME XL • NUMBER 1 • JANUARY 2010
According to the census of India, villages with clear surveyed boundaries not having a municipality, corporation or board, with density of population not more than 400 sq. km and with at least 75 percent of the whole working population engaged in agriculture and allied activities would qualify as rural markets. According to this definition, there are 585, 764 villages in the country. Of these, only 0.5 percent have a population above 10,000. Around 50 percent of the villages have population
between 200 and 1,000 and another 18 percent have a population less than 200. For FMCG and consumer durable companies, any territory that has more than 20,000 and 50,000 population respectively is a rural market. According to them, it is the class-II and III towns that are rural. According to the census of India 2001, there are more than 4,000 towns in the country. The census classified them into six categories-around 40-0 class-I towns with one lakh and above population (these are further classified into 35 metros and the rest, non-metros), 498 class-II towns with 50,000-99,999 population, 1,368 class-III towns with 20,000-50,000 population, 1,560 class-IV towns with 10,000-19,999 population. It is mainly the class-II and III towns that marketer’s term as rural and that partly explains their enthusiasm about the so-called “immense potential” of rural India.
Dr.S.Sakthivel Rani
Assistant Professor
Department of Management Studies
Kalasalingam University,Tamil Nadu
12.Customer Perception And Preference Towards Branded Products (With Special Reference To Television Sets)
VOLUME XL • NUMBER 2 • FEBRUARY 2010
People begin to develop preferences at a very early age. Some babies like apple juice, others water. Some kids play softball, others read. Some people thrive in the city and some need the quiet of the country. Some drink Coke while others prefer Pepsi. Our preferences are part of what makes us who we are. And the brands we seek out reflect our preferences. The competition among brands is fierce. In every product category, consumers have more choices, more information and higher expectations than ever before. Jockeying for position in a consumer’s preference set requires an aggressive strategy and constant vigilance. The marketer’s principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. The choice of an individual strategy or combination depends mainly on the nature of the branded product or service. The success of the strategy depends heavily on the marketer’s understanding of the preference building and bonding process.
Lilly J
Faculty
Department of Commerce & Computer Applications, PSGR Krishnammal College for Women
Coimbatore,Tamil Nadu
13. Impact of Celebrities' Multiple Product Endorsements On Buyer's Attitude and Purchase Intentions
VOLUME XL • NUMBER 3 • MARCH 2010
Advertising can be considered as one of the most important and sometimes, the most expensive choices to be made by marketing managers when planning for communications campaigns as the expenditure on it requires justification. The main goal of advertising is to generate the sale of products by having consumers relate to messages and claims being made through different advertising mediums. Advertising that can arouse feelings, create liking, stir desire, or persuade convincingly can have a great impact on the consumer, generating sales for that product. The advertisers want to make their product distinct and so valuable that the consumer will become a repeat buyer. Since the consumers of today live in a media saturated and product cluttered environment, advertisers must be careful not to confuse the consumer. The greater the number of competing brands advertised in a product category, the greater is the likelihood that the target brand and its advertised attributes will be either confused with other product information or simply passed over. When multiple brands are advertised in a specific product category, overlapping themes might become confusing to the consumer, resulting in the consumers forming weak associations with the product and the advertisement.
Mrinalini Pandey
Senior Lecturer
Department of Management Studies
Indian School of Mines, Dhanbad
Jharkhand
14. Consumer Decision Making Styles In Shopping Malls-An Empirical Study In The Indian Context
VOLUME XL • NUMBER 8 • AUGUST 2010
The consumer decision-making process is a complex phenomenon. The purchase of goods or services includes a number of factors that could affect each decision. Consumers are besieged by advertising, news articles, and direct mailings that provide abundant information, much of these are with mixed messages. In addition, increases in the number and variety of goods, stores, and shopping malls and the availability of multicomponent products and electronic purchasing capabilities have broadened the sphere for consumer choice and have complicated the process of decision making. Hence, an attempt has been made in this paper to know about the decision making styles of people in shopping malls.
Swaroop Chandra Sahoo
Professor(Marketing)
C.V.Raman College of Engineering
& Management
Bhubaneshwar,Orissa
Prakash Chandra Dash
Senior Lecturer(Marketing)
BIMIT
Bhubaneshwar,Orissa
15.An Empirical Study Of Online Social Influence Marketing With Reference To Customer’s Product Purchase Decision and Product Recommendation
VOLUME 41 • NUMBER 8 • AUGUST 2011
In recent times, people have started getting influenced by each other -- online, in small groups, through peer pressure, reciprocity or flattery - which has given rise to a whole new form of marketing, called Social Influence Marketing (SIM). It is defined as marketing to the network of peers that surround and influence the customer across social platforms like different Social Media (Online & Offline). The rise of SIM has made us realize that the social Web and the mainstream Web are converging and that digital marketers need to deliver better value exchanges to consumers and allow for influence, more directly. Online social influence marketing is practiced using various online social media tools like consumer opinions posted online through blogs, recommendations done by known people or unknown people through online social networks such as 'Orkut', 'Facebook' ,'Twitter' etc. It also includes anonymous consumer reviews sites, branded web sites, online video advertisements (e.g. done though 'Youtube') and online banner advertisements. This paper attempts to determine how much Online Social Influence marketing has been able to influence customer's product purchase decision and whether customers really trust these online social media in terms of peer reviews and other influential sources, which makes them believe these online social media, in order to make a product purchase decision. A chi - square test has been carried to find out the association between customer's purchase decision and the role Online Social Media has played in terms of influencing the customer and determining customer's trust in Online Social Media. The researchers have also investigated whether customers further recommend products to other people using Online Social Media tools.
Monika Sharma
Assistant Professor
Management Education & Research Institute
New Delhi
Deepshika Kalra
Faculty of Management
Management Education & Research Institute,New Delhi
16. Moments of Truth: An Empirical Analysis of Indian Consumers
VOLUME 41 • NUMBER 12 • DECEMBER 2011
This paper is an attempt to reveal the consumer’s perception about the point when they take their purchasing decision and form a relationship with a particular product or/ and service. They can form an impression before purchasing, during purchasing, after purchasing, or even after experiencing the same. These Moments of Truth are the critical and sensitive points when consumers actually decide whether they will purchase a product/service again or not. These touch points can be human, static and interactive interactions that mix together to create such impressions. Unfortunately, if a marketer fails to satisfy a customer upon even one Moment of Truth, it will completely eliminate the customer's memory of good service. On the other hand, getting it right can erase all the wrongs that the customer has experienced previously.
Keywords: Moments of truth, FMOT, TMOT, ZMOT, SMOT, Consumer touch points.
Arti Trivedi
MBA (IT) Student
Indian Institute of Information Technology Allahabad
Beenu Suri
MBA (IT) Student
Indian Institute of Information Technology Allahabad
Saurabh Mishra
Lecturer
Indian Institute of Information Technology, Allahabad
Pratika Mishra
Lecturer
Indian Institute of Information Technology, Allahabad
17. A Study On Consumer Buying Behaviour Of Home Appliances With Reference To LG Products
VOLUME 41 • NUMBER 12 • DECEMBER 2011
The research was conducted in Madurai city during the year 2006-07. Advanced research has been done in the year 2009. This is a study based on empirical research. The data were collected from both primary and secondary sources. Importance is given only to primary data. Though various statistical tools that are available for effective analysis, the researcher selected factor analysis, chi square test and weighted arithmetic mean to analyze various aspects with high standard and accuracy. Factor analysis was used to find factors determining the customers’ preference for LG products using SPSS Package. Chi square test was used to find whether income level of customers will affect the mode of payment, and whether income level of customers will affect the satisfactory level of price of LG. One sample “t” test was done to analyze the factors influencing the purchase behavior of the home appliances.
M. Nasrin Sulthana
Assistant Professor,
Department of M.B.A.,
St. Joseph’s College of Engineering,
Chennai
Dr. M. Sakthivel Murugan
Principal (Self Supporting Streams)
Associate Professor & Head,
Department of Corporate Secretaryship,Dhanraj Baid Jain College, Chennai
18. Effect Of Retail Sales Promotion On Buying Behaviour of Customers: An Empirical Study
VOLUME 41 • NUMBER 7 • JULY 2011
The Indian market is currently witnessing a retail boom with Organized Retailers offering a whole assortment of goods and services to consumers under one roof with congenial shopping ambience. With the Indian retail boom, many players are entering the market with different retail formats. As a result, competition is becoming very tough. Each player is trying to attract more customers through different sales promotional activities. But, the exact picture of the impact of sales promotion on consumer behaviour is yet unclear to the retailers. This paper tries to find out the impact of demographic parameters on retail sales promotion and overall buyers’ behavior on retail sales promotions.
Key words: Attract customer, Buying Behaviour, Organized Retailers, Retail Sales promotion
Gopal Das
Assistant Professor,
NSHM College of Management and Technology, Kolkata,West Bengal
19. Status Consideration And Buying Decisions - A Study With Reference To Kerala
Kerala, a small state within Indian Union has become an enigma and a paradox to many economists and development experts at national and international level. Kerala stands much ahead of the other
Indian states in terms of social indicators of development, even though the performance of the state in the economic front is dismal. Economic backwardness of Kerala does not reflect in the consumption level of the people. Consumption level of the state is above the national average and many well off states in India. Kerala accounts for more than 12% of the consumer market of the country although it holds less than 4% of the population. Consumption style of the state is characterized by high proportion of expenditure on non-food and non essential item like consumer durables and luxuries similar to those of developed countries. In rural Kerala, expenditure on food and non food items formed 45% and 55% respectively to total consumption expenditure whereas in urban areas, it was 40% and 60% respectively. However, in rural India, food and non-food expenditure constituted 55% and 45% respectively, the same in urban area was 43% and 57%. Kerala is not only better off compared with the national level, but is also standing a great deal more on non food and better off on food items. It reveals that Kerala has been experiencing an unprecedented consumption boom and increase in standard of living. Many economists tried to locate the factors behind such conspicuous consumption in Kerala. Among other factors, literacy, education, rapid urbanization, large scale outmigration of people especially to Middle East, is pointed out as the reasons for peculiar pattern of consumption in the state. The present study is also an endeavour in this regard.
Dr.K.P.Sumedhan
Associate Professor
MES Asmabi College
Kondungallur,Kerala