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Business, Management and Accounting >
International Journal of Marketing and Business Communication
Publisher:Publishing India Group
Editor in chief:Tejinderpal Singh
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Browse by Volumes
Child Psychology At Advertisements And Theory Of Visual Constructivism
Author:Ramesh Babu Kakumanu
Volume: 2 | Issue no: 4-2013 | Pagination: 62-66
Children's psychology is complex and quick learning especially at visual and vocal contents and adopts the learning and building knowledge about the advertisements in the process of visual constructivism. This study is about the child psychology in the approach of constructivism towards advertisements in animation channels and study includes kids who are in less than 7 years age group and tweens who are between 8-12 years age group with an objective to test the relevance of constructivist psychological theory related visual contents in the form of advertisements on cartoon channels. The total sample size is 275 including 140 kids and 135 tweens and the respondents are asked to give their preference of choice by ticking the right option, which are converted into contingency table and applied phi - correlation test with the help of chi-square test and as well cell chi-square test.
Determinants Of Consumer Involvement: A Quantitative Analysis Of Laptop Purchase
Volume: 2 | Issue no: 4-2013 | Pagination: 57-61
Consumer involvement is defined as feelings of interest, concern, and enthusiasm held towards product categories and brands. Consumers put more efforts, perceive various risks, and give more time for information searching to purchase a product which costs high and have the property of being more durable. The purpose of the study is to find out the impact of demographic variables and attributes on consumer involvement in purchase of laptop. Zaichkowsky's (1985) uni-dimensional conception of involvement is adapted. Econometric and statistical tools viz. ANCOVA, ANOVA and two sample independent T test are used. Result shows that laptop is high priced and mostly used by erudite people, therefore, education and salary play vital role in the level of involvement with the product. Customers aged between 25 and 35 are highly involved followed by age group below 25 in purchase of laptop, while upper age categories do not show that much involvement, hence age category is also an important determinant to know consumer involvement in product. Marketers must target below 25 age group to motivate them for purchasing laptop. They should make customize laptop and should also target upper age group and educate them about the significance of the laptop.
A Comparative Study Of Online Shopping Behaviour: Effects Of Perceived Risks And Benefits
Author:Sajid Nazir Wani, Sheeba Malik
Volume: 2 | Issue no: 4-2013 | Pagination: 42-56
This study investigates the role of perceived risks and benefits in influencing the consumer's purchase decision process during online shopping in UK and India. The purpose of this research is 1) to examine the relationship between consumer's beliefs (British and Indian) regarding online shopping risks and benefits and their attitude towards online purchase of products, 2) to study the relationship between consumer's attitude and intention of online purchase of products, and 3) to explore differences between British and Indian consumers in terms of the perceived benefits and risks towards online shopping. The study revealed support for the significant relationships for both Indian and British consumers between perceived risks and benefits and attitude towards online shopping. Significant differences in perceived risks and benefits associated with Internet shopping between Indian and British consumers were also observed. While Indian consumer's perceived more risks than British consumers the benefits of Internet shopping perceived by Indians were found to be significantly less.
Organisational Service Orientation Influencing Contact Employee And Customer Responses
Author:Mushtaq Ahmed Siddiqi
Volume: 2 | Issue no: 4-2013 | Pagination: 31-41
The study confirms direct and positive influence of several organisational service orientation-practices like Service Leadership Practices, Human Resources Management Practices, Service Encounter Practices and Service Systems Practices on customer service quality perception in a retail banking setting, where service quality perception is considered to be one of the most critical factors for performance. Using path analysis, a sample size of 190 frontline employees and 567 customers of four prestigious banks operating in northern most part of India was considered for analyzing and matching their perceptions to examine the causal relationships. The study also reports existence of indirect relationship between organisational service orientation-practices and customer service quality perception mediated through several intermediating variables. These intermediating variables are employee job attitudes like employee service effort, job satisfaction, and commitment. The intermediating variables apart from direct effect on customer evaluation are revealed to have measurable positive role in mediating the causal relationship between organisational service orientation practices and the customer evaluation.
Matching Of Different Attributes For Successful Manufacturing And Sales Management: A Strategic Relationship Approach
Author:Md. Borak Ali, Md. Rokonuzzaman
Volume: 2 | Issue no: 4-2013 | Pagination: 21-30
The main purpose of this empirical research is to find out the matching of the 'suppliers-manufacturer-product-distributorsconsumers' attributes (SMPDC Attributes) in consumer goods industries of Bangladesh. In total, 250 samples are used applying cluster sampling method. Data have been collected through semi-structured questionnaire. PAST 2.17 version is used for analyzing data. Results show that good matching of all five variables categories augment sustainability of firms in the industry. This study reveals that well-suited suppliers to manufacturer, an efficient manufacturing of a product, a high quality product with reliable distributors and suitable target customers for that product are essential to confirm success.
A Study On Cause And Product Importance Of Cause-Related Marketing Campaign
Author:Kota Neel Mani Kanta, P. Srivalli
Volume: 2 | Issue no: 4-2013 | Pagination: 12-20
This study is intended to observe the important charities and products felt by the public when they are to be participated in cause-related marketing. The study also reveals the association between the cause and product which is felt to be important by the public. These insights are more significant for the researchers in experimental research design and for marketers during the design of cause marketing programme. The study has been conducted in two stages, initially the study has found the cause and product important to the respondents and in the second stage the study has revealed the association between the cause and product felt important by the respondents. The study has been successful in finding the list of causes, products and congruence of cause and product which are been felt important.
A Literature Review On Demand Models In Retail Assortment Planning
Author:Alok Kumar Singh, Rohit Kapoor
Volume: 2 | Issue no: 4-2013 | Pagination: 1-11
A retailer assortment is defined as the mix of products carried by a retail store. Assortment planning (AP) is a process of selecting types and number of product to be kept from a given product line and also to determine the optimal level of inventory of these products. The assortment optimization problem in the literature varies because of the type of demand models considered by the authors or because of the context of the problem considered. Various authors have developed models in past that cater to various objectives associated with shelf-space allocation and assortment decisions. It has been observed that the demand estimation in any assortment planning problem mostly considered shelf-space and substitution parameters. In the current work, the assortment planning problem dealt by various researchers primarily with shelf-space and substitution effect consideration will be reviewed.
Brand Value Of Bridgestone Tyre Limited - A Study With Reference To Puducherry State
Author:N. Prabakaran, N. Panchanatham
Volume: 2 | Issue no: 3-2013 | Pagination: 58-61
In modern era, one of the most important aspects of the Marketing Management function is to increase the value of the brand in the market. Therefore companies need to maintain their value among the market by using marketing tools. The study examines the awareness and power of the brand of Bridgestone. This study was conducted in and around Puducherry. Questionnaire responses were collected from 196 respondents who are customers of Bridgestone. A pilot study was conducted on a small sample and the validity of the questionnaire items was tested. Simple percentage and Karl Pearson's coefficient were used to determine the Awareness and preference of the brand. We found that there is a positive association between the age and brand value of the customers.
Shopper Marketing As A Tool To Tap Impulse Buying Behaviour Of Consumers
Volume: 2 | Issue no: 3-2013 | Pagination: 50-57
Shopper Marketing, is gaining the attention of marketing agencies in India with stalwarts like Saatchi & Saatchi X, Ogilvy Action, Grey India getting into it. Shopper marketing essentially involves researching and gaining insights into shopper behaviour in a retail environment and then using those insights as a tool to influence consumer purchase decisions. This could be anything from placing products strategically to POP, sampling and promotions, digital signage, and utilizing other means of interactive display in retail stores. Shopper marketing and brand activation works well in large format retail stores that are really a minuscule part of Indian retail. In the case of modern trade, shopper marketing helps to have a conversation with the brand. Impulse buying behaviour is seen to be most affected by shopper marketing strategies. This paper aims to study the buying behaviour of shoppers in the face of shopper marketing strategies and to see if there is an effect of the same on the impulse purchases. The outcome of this paper is better understanding of the concept of impulse buying better and to comment on its practicality in shopper marketing.
A Comparative Study Of Mobile Banking Services In Public And Private Sector Banks
Author:Bharti Motwani, Sukhjeet Matharu, Sharda Haryani
Volume: 2 | Issue no: 3-2013 | Pagination: 42-49
Fierce competition in the banking industry in India has compelled the banks to be creative and innovative by offering value added services. In an attempt to cater to the ever increasing consumer expectations and demand, the banking industry has adopted mobile banking to offer banking services at the convenience and comfort of its customers. Mobile banking in India is still at a nascent stage. At the same time, many service providers are making substantial investments to take advantage of the business opportunities offered by wireless technology. So there is a need to understand the bank customer's acceptance of this service and to examine the factors affecting their intentions to use mobile banking. But, none of the researches contributes to compare the mobile banking services in public and private sector banks. This study was undertaken to understand the difference in customer perception regarding mobile banking services provided by public and private sector banks and to predict the relationship of usage of mobile banking services with its determinants separately in both public and private sector banks. Regression Analysis and Anova were used for data analysis.
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