Indian Journal of Marketing
is a refereed monthly journal on Marketing, Advertising and Sales
Management, which is being published since 1966. Its objective is to
disseminate knowledge which ensures good practice of professional
marketing. By encouraging research and thinking, it attempts to contribute
to a better perception of marketing theories, its framework, resources,
structures, systems, processes and performance of organizations. Its focal
point is on research and reflections relevant to academicians and
practicing managers. It follows the Double Blind Refereeing Process for
reviewing the research papers. Being a continuous medium of marketing
education, it enjoys the readership of academicians, students and
marketing managers from top B-schools, universities and colleges in India
and abroad. Some of our subscribers are:
Indian Institute of Management, Ahmedabad
Indian Institute of Management, Bangalore
Indian Institute of Management, Lucknow
Indian Institute of Management, Calcutta
Indian Institute of Management, Indore
Indian Institute of Management, Kozhikode
XLRI, Jamshedpur
Management Development Institute, Gurgaon
Narsee Monjee Institute of Management Studies, Mumbai
University Business School, Chandigarh
IRMA, Anand, Gujarat
SCHMRD, Pune
Shailesh J. Mehta, Indian Institute of Technology, Mumbai
Indian Institute of Technology, Kanpur
Indian Institute of Technology, Chennai
Department of Management Studies, Indian Institute of Science, Bangalore
Delhi School of Economics, University of Delhi, Delhi
Benares Hindu University, Varanasi
Indian Institute of Forest Management, Bhopal
Aligarh Muslim University, Aligarh
T.A. Pai Management Institute, Manipal
Christ College, Bangalore
Madurai Kamaraj University, Madurai
Loyola College, Chennai
Nirma Institute of Management, Ahmedabad
Department of Management Studies, University of Jammu, Jammu
School of Management Studies, Shri Mata Vaishno Devi University, Jammu
College of Business Studies, University of Delhi, Delhi
University of Kashmir, Srinagar
Institute for Financial Management & Research, Chennai
Birla Institute of Technology, Ranchi
Jamia Millia Islamia, Delhi
National Institute of Technology, Tiruchirappalli
National Institute of Technology, Durgapur, West Bengal
K.J. Somaiya Institute of Management, Mumbai
Guru Gobind Singh Indraprastha University, Delhi
The Technological Institute of Textiles and Sciences, Bhiwani, Haryana
Institute of Public Enterprise, Hyderabad
Department of Business Mgmt, Osmania University, Hyderabad
Symbiosis Institute of Mass Communication, Pune
Annamalai University, Annamalainagar
Rajasthan University, Jaipur
G.B.Pant University of Agriculture & Technology, Uttaranchal
Gujarat Agricultural University, Anand, Gujarat
Kurukshetra University, Kurukshetra
Manipur University, Imphal
ORG Marg, Baroda
Sikkim-Manipal Institute of Technology, East Sikkim
Indian Agricultural Statistics Research Institute, Delhi
St.Joseph's College of Commerce, Bangalore
Hyderabad Presidency College & PG Centre, Hyderabad
School of Economics,Devi Ahilya University, Indore
Vallabh Govt. College, Mandi, Himachal Pradesh
Himachal Pradesh University, Shimla
Guru Jambheshwar Univ, Hisar
Women's Institute for Studies in Devl Oriented Mgmt, Banasthali Vidyapith
...and the list is not exhaustive
About Us
Shri J.C. Gilani The Founder
Indian Journal Of Marketing was
started in 1966 and has been serving various universities and management institutions
since then. It is an authentic research publication dealing with Marketing, Advertising,
Consumer Behaviour and Sales Management in India .The Journal enjoys the readership of Top
Executives, Exporters, Business Entrepreneurs, University Professors, Post-Graduate
Students of Business Management and Field Sales Force.
The Founder, Shri J. Gilani was
born on 14th July 1934 in Multan (Now in Pakistan) and expired in March 1994. He lost his
father at a very young age of 6 Months. He did M.A. (English Literature) & M.B.A. by
dint of hard work under very difficult circumstances. He had more than 30 years experience
as a Management Consultant in India, U.S.A., Canada and England. He had been conducting
Management Development Programmes in India for Senior, Middle & First Line Management
Personnel.
Our Team
Editor:
Mrs. S. Gilani
Editorial Board:
Prof. V. Shekhar
M.Com., M.B.A., Ph.D.
Dean
Faculty of Management
Osmania University, Hyderabad,Andhra Pradesh
Dr.R.Vijayakumar
Faculty,Department of Commerce
Chikkanna Government Arts College
Tiruppur
Tamil Nadu
Dr.D.N.S.Kumar
Director-Continuing Education
Institute of Finance and International
Management
Bangalore,Karnataka
Dr.Kulbhushan Chandel
Reader
Department of Commerce
Himachal Pradesh University
Shimla,Himachal Pradesh
Dr.Sandip Anand
Associate Professor (Marketing)
Xavier Institute of Management
Bhubaneswar,Orissa
Mr. P.K. Mittal
M.B.A. (Faculty of Management Studies, Univ. of Delhi)
Managing Director
eMIT Peripherals Pvt. Ltd.
Noida, Uttar Pradesh
Assistant Editor:
Meenakshi Sawhney
Managing Editor:
Priyanka Gilani
Subscription Manager:
Meenakshi Gilani
From the Editor's Desk
Dear Readers,
We bring to you the July
2010 issue of Indian Journal of Marketing. You would be happy to know that
Indian Journal of Marketing, Indian Journal of Finance and Prabandhan:
Indian Journal of Management are now listed in Cabell’s Directory of
Publishing Opportunities, Ulrich’s International Periodicals Directory,
USA and also in EBSCO database. All the three journals are also listed on
Amazon.com. We have also joined the Facebook and Twitter communities- all
readers and patrons are requested to follow us on Facebook and Twitter for
enhanced interaction and for sending us your comments, suggestions and
feedback.
The July issue opens with a paper written by Dr. Sandip Anand. In the
context of social functionalist view of cognition, it is important to
understand which of following role related factors become dominant in
voting for reality shows: i.e. voters act as pragmatic politicians, or as
theoligicians, or as prudent prosecutors. The paper, “Understanding
Factors Related to Voting For Reality Shows: A Framework of Cognitive
Intermediation” aims to find out what kind of cognitive intermediation
is needed to make a reality show successful.
Reality television is
a genre of television programming that presents purportedly unscripted
dramatic or humorous situations, documents actual events, and usually
features ordinary people instead of professional actors. The genre has
existed in some form or another since the early years of television
(primarily with game shows), but has expanded significantly since Big
Brother first aired in 1999. Indian reality shows are the latest buzzword
for the television industry in India. The research paper, “Reality
Television Shows: Entertaining, Money Minting or Tantalizing?” aims to
answer from consumers’ perceptions, if the media has been responsible
enough in handling these shows. The study also highlights attitudes of
consumers towards reality shows.
Online buying refers to buying through the Internet. Online buying assists
buyers’ anywhere, offering a platform with immense flexibility. Internet
buying provides opportunity to individuals to buy and sell products using
a company’s website. The paper, “Online User Behaviour In Delhi - A
Factor Analysis” presents the factors that influence the online buyers
to purchase the product online. A quantitative methodology, using
responses given by three hundred and twenty respondents, is employed in
the analyses, which were selected from the different regions of Delhi.
The soft drinks industry is mainly dominated by the carbonated drinks. The
two major players in this industry are Coca-Cola and PepsiCo. In India,
these two players took up 95% of the market share for soft drinks sales in
2005. These two companies are arch rivals of each other, not only in
India, but also in the other parts of the world. The strategies employed
by these two cola majors, in particular the marketing strategies, make for
an interesting analysis. The research paper, “Marketing Strategies In
The Indian Soft Drinks Industry- A Case Study of PepsiCo and Coca-Cola
Limited” attempts to understand the impact of the marketing strategies
employed by these two companies in India and their effect.
Statistical, socio-economic characteristics or variables of a
population, such as age, sex, education level, income level, marital
status, occupation, religion, birth rate, death rate, average size of a
family, average age at marriage are the demographic factors that influence
people to borrow credit so as to upgrade their lifestyle and for upward
social mobility. The purpose of the paper, “A Study of the Relationship
Between Consumer Credit and Lifestyle Demographics of Consumers of
Bangladesh” is to identify the relationship between consumer credit
and lifestyle demographics of consumers of Bangladesh.
India Inc. is witnessing an emerging paradigm shift in rural marketing.
India has traditionally been an agrarian economy. Agriculture contributed
more than 50% to the GDP in 1960s. The result- even though global economy
was witnessing down turn in demand, India’s rural economy remained
virtually unscathed, in part due to country’s almost autonomous
agriculture sector. Agriculture sector is at the very core of the rural
economic prosperity along with other sectors like FMCG, consumer durables
etc. Given the importance and contribution of rural economy to the total
country’s economy and GDP, it makes it imperative for marketers to have a
360% view of this market. Hence, there is an urgent need to study the
strengths, weakness, opportunities and threats of rural marketing. The
article “Go Rural!! Hinterland – Challenges, Insights, Opportunities
and Strategies” may be of a good reference to marketers to help in
strategizing their marketing program and get the best possible results
from their truest efforts.
Experiential Marketing means creating a live, interactive experience
between the consumer and the product or brand instead of just telling them
about it. It’s a new way of thinking about marketing. Experiential
marketing benefits the company in a way that the customer connects with
the organization in a much deeper way; the company builds a unique
connection with customers, gains valuable information about them, and
provides more personalized communications. The paper, “Experiential
Marketing-Exploring New Horizons” sheds light on the various aspects
of experiential marketing and its various advantages by giving interesting
examples.
Mrs. S. Gilani
Editor, Indian Journal of Marketing
Call For Papers :
Prabandhan: Indian Journal of Management
Special Issue on Corporate Governance,Business
Ethics and Corporate Social Responsibility
RATIONALE
As the global economic scenario heads towards a slowdown, the moral worth
of business actions comes to the forefront. It is in such a scenario that
special focus has to be on various facets of corporate governance,
business ethics and corporate social responsibility. Technically, it is
possible to demarcate these concepts, but they share long and overlapping
interfaces as well. With mounting pressure on the business, the issues of
sustainability, accountability and transparency need to be addressed and
it is heartening that these issues have caught the attention of the
academia and the industry. A significant amount of research work is being
done on these issues in various institutions of higher learning. With the
objective of bringing various ideas on corporate governance, business
ethics and corporate social responsibility on one platform, we invite
original empirical articles from the academia, researchers, scholars and
practitioners for a special issue of Prabandhan: Indian Journal of
Management.
We welcome papers that are sensitive to the possible emergence of new
practices in these disciplines. We particularly encourage submissions that
explore the practices of concepts, practices and the consequences of
corporate governance, business ethics and corporate social responsibility
on the stakeholders at large. Analyzing the inter-relationships between
these concepts, contributing to the pool of thoughts in these topics and
providing insights to the researchers shall be the prime objectives of the
special issue. While the broad focus remains on corporate governance, some
of the areas under the discipline are outlined herein for your reference:
• Corporate governance in emerging economies.
• Stakeholders in corporate governance.
• Regulatory framework for corporate governance.
• Cross-country comparison of regulatory framework.
• Disclosure practices and malpractices.
• Protecting minority shareholders’ interests.
• Indices measuring corporate governance.
• Rating firms on corporate governance.
• Correlating corporate governance and corporate performance.
• Corporate governance and operational performance.
• Business ethics and corporate governance.
• Corporate social responsibility and corporate governance.
• Corporate governance and regulatory framework.
• Research issues in corporate governance.
• Case studies on corporate governance.
• Any other dimension fitting into the overall framework.
We request you to join us with your scholarly contributions in the form of
research articles, theoretical reviews, case studies etc.
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Guidelines for Authors
Indian Journal of
Marketing-a monthly refereed journal on Marketing welcomes
original papers from both academics and practitioners on marketing. Papers
based on theoretical/empirical research and experience should satisfy good
quality research and must reflect the practical applicability/policy
implications of the research.
Please adhere to the following instructions when
submitting an article to Indian Journal of Marketing.
Two or more referees review all contributions by
following the double blind system – that is, with the author’s name and
credentials deleted, so that the reviewers don’t know who is authoring the
work. The review process takes two months and the status would be known
within two months of submission of the article. It is mandatory to mention
a valid email address with content submitted online. We will acknowledge
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If any charges of plagiarism come to our notice and are proved, stringent
action would be taken against the offending authors.
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assistance should contact the Copy Editor, Priyanka Gilani, at
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(a) Text references should appear as follows: Recent works from (xxxx,
2005, yyyy, 2006) show...
(b) Journal references should be listed as follows: Prof. T.V. RamRaj
(2006),"Blog Marketing”, Indian Journal ofMarketing,Vol36(9),3-7.
(c) Books should be referred as follows: - V. Venkata Raman, G. Somayajulu
(2005),"Customer Relationship”, New Delhi: Tata McGraw Hill Publishing
Company Limited.
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Please send your articles to:
Editor
Indian Journal of Marketing
Y-21, Hauz Khas
New Delhi-110016
Understanding Factors Related To Voting For Reality Shows: A
Framework of Cognitive Intermediation
Studies of organizations and stakeholders suggest that
there is need of cognitive intermediation to create “Cognitively Just
Organizations”. This phenomenon is well explained by the theory of
cognitive intermediation (Anand, S. 2008). According to this theory of
cognitive intermediation, success of organizations or products/services
seem to be dependent upon their ability to create an environment for the
clients -where irrespective of the socio-economic inequality, equity at
the level of cognition can be delivered in terms of respect and
dignified treatment. There should be equity in the treatment given to
clients in terms of dignified message. So, ability of the organizations
or products/services to provide cognitive justice through cognitive
intermediation by process and structure of
organizations/products/services is likely to define their success. The
term 'cognitive justice' has been borrowed from Visvanathan's work (Visvanathan,
S. 1998, 2001). In the framework of cognitive justice, one gives equal
importance to people's voice across the sections of society.
Dr.Sandip Anand
Associate Professor- Marketing
Xavier Institute of Management Bhubaneswar,Orissa sandip@ximb.ac.in
Reality Television Shows : Entertaining , Money Minting or
Tantalizing?
As the economic flood gates opened in India, a new era of entertainment
revolution is being witnessed. The television continues to swamp our screens
and lives alike. This has been an overall impact of globalisation and
liberalization, which has led to the growth of so many new channels in
India. With the emergence of many new television channels, there has been an
up surge in the competition amongst each of these channels. Whether through
conduction of reality shows, religious pilgrimage telecasts or carving out
their niche by telecasting a variety of programmes for kids or women, each
of these channels is relying heavily on creativity and out of the box
thinking. Any new concept or a programme dished out on a channel- if is
successful, results in a mad rat race of other television channels for
showcasing similar programmes with minor alterations. It is one of the means
to increase their channel ratings and the end is always to outdo the other
channels. The 'similar-but-tweaked-here-and-there' shows get churned out by
the cut throat competition. Indian reality shows are the latest buzzword for
the television industry. Reality TV is the new mantra of television
producers and channel executives. Most of the television shows which are
being telecast nowadays are reality shows specializing in dancing, singing,
and acting. Everything now is a competition. So fierce is this competition
in the segments that almost every channel boasts of dishing out at least two
to three reality shows during their prime time. The Indian reality shows
have also been consistently successful in offering a wide variety. From
Talent Hunt Shows, to dance dramas, to acting-flicks, talk shows,
chat-shows, cookery shows…… the 'reality hunt list' is endless. All such
shows have engulfed most of the TV space by having a strong audience
following to bail them out, as these shows make the most of the emotional
quotient of the viewers.
Anagha Shukhre Assistant Professor
Institute of
Management Studies Ghaziabad,Uttar Pradesh
Online User Behaviour in Delhi - A Factor Analysis
The world is moving towards Electronic Commerce
activities at a very fast pace. Internet enables consumers to perform
many stages of the sales process in a quick and efficient manner. It
also provides comprehensive product information, facilitates comparison
shopping, and allows for a condensed sales process. Online buying refers
to buying through the Internet. Online buying assists buyers' anywhere,
offering a platform with immense flexibility. Internet buying provides
an opportunity to individuals to buy and sell products using a company's
website. According to the Internet in India [I Cube] 2007 report
published jointly by the Internet and Mobile Association of India and
IMRB International, the number of internet users in India in the ever
user or claimed user category touched 46 million in September 2007 from
32.2 million in September 2006. During the same period, the number of
active internet users reached 32 million from 21.1 million (Source: IMRB).
Dr.A.Sajeevan Rao Professor(Marketing) Fortune Institute of
International Business
New Delhi
Mokhalles
Mohd.Mehdi
Research Scholar
Fortune Institute of International Business
New Delhi
Marketing Strategies In The Indian Soft Drinks Industry - A Case
Study of PepsiCo and Coca- Cola Limited
The Indian soft drinks industry has
witnessed a radical change in the last few years. In India, after the
exit of Coke in 1977, Parle and Pure drinks controlled the soft drinks
market. By the end of 1970s, Campa Cola was practically alone in the
cola market. Parle introduced Thums Up in the beginning of 1980s. Until
1991, the domestic market was ruled by Parle, with a 60% market share.
Its 3 brands - namely Thumps Up, Gold Spot and Limca were the undisputed
leaders. The regional brands took up the remaining market. But the
market scenario changed drastically when in 1991, Pepsi Foods Limited (PFL)
made an entry in India. Since then, the face of Indian soft drinks
industry has changed completely. Today, the soft drinks industry in
India is dominated by two major players - Pepsi and Coca Cola Limited.
Like each industry, this industry too has its own contours of
strategies. In the current research paper, effort has been made to
identify and elaborate upon the strategies used by these two major
players in the Indian market.
Dr.M.K.Gupta Senior Lecturer Department of Commerce Govt P.G. College Faridabad,Haryana mkgupta1965@yahoo.co.in
Sreelata Neelesh
Research Scholar
Department of Commerce Govt P.G. College Faridabad,Haryana sreelata79@yahoo.co.in
A Study of The Relationship Between Consumer Credit and Lifestyle
Demographics of Consumers of Bangladesh
Bangladesh is a developing country. A large size of the population of this
country is coming up as middle class every year. They are in continuous race
to elevate the standard of their living and quality of life. Demographic
factors influence people to get the goods they need and want, when they need
and want those most for building their lifestyle. For this reason, they need
to possess basic necessities of life by paying the price at a time out of
their savings (National Bank Bangladesh Ltd., 2006). They cannot save money
at a time to buy essential household durables (like TV, fridge, furniture,
sofa-set etc.) to upgrade their lifestyle as they have to fulfill their
basic needs. In this situation, credit is necessary for them to buy
household goods. But their economic condition is not suited to get micro
credit; because micro credit is for poverty alleviation. They do not have
other resources to get a mortgage loan. Considering the demand, popularity
and profitably of the consumer credit scheme and to diversify the area of
investment as well as to play a beneficial role for the increasing number of
people of the country, most of the private banks in Bangladesh offer
consumer credit for their valuable customers (Prime Bank Ltd., 2007).At
first, Islami Bank Bangladesh Ltd. introduced a consumer credit in 1993 in
Bangladesh (Islami Bank Bangladesh Ltd, 1994). It was followed by Prime Bank
Ltd. and Social Investment Bank Ltd., all of which started their services in
1995. Soon, several other banks joined and today, 19 of the 48 commercial
banks offer consumer credit services in Bangladesh (Bangladesh Bank, 2006).
Dr.Ataur Rahman
Assistant Professor
Department of Business Administration
Southeast University Dhaka,Bangladesh ataurrahman74@yahoo.com
Go Rural!! Hinterland - Challenges, Insights, Opportunities and
Strategies
India Inc. is witnessing an emerging paradigm shift
in rural marketing. India has traditionally been an agrarian economy.
Agriculture contributed to more than 50% of the GDP in 60s. The result-
even though global economy was witnessing down turn in demand, India's
rural economy remained virtually unscathed, in part due to the country's
almost autonomous agriculture sector. Agriculture sector is at the very
core of the rural economic prosperity along with other sectors like FMCG,
consumer durables etc. Since ages, various rural development programs
have been run by corporates. Rural sector was the only one which
withstood the global economic down turn and continues to grow. For many
companies, rural market contributed almost 50% of their total sales
revenue. Companies have well realized that if growth is the only option,
rural market is the only way to grow ahead. And the organizations who
that take initial steps and leaps in the approach will benefit from the
first mover advantage, gain brand loyalty and better business growth.
However, the rural market has always been affected by agricultural
performance based on marginal land holdings, dependence on unpredictable
monsoons and still existing primitive and traditional ways of farming
due to marginal land holdings. The rural market in India brings in
bigger revenues in the country, as the rural regions comprise of the
maximum consumers in this country. The rural market in Indian economy
generates almost more than half of the country's income.
Vinod S. Gaikwad Product Manager
Piramal eSwashtya ( A rural tele medicine initiative)
Piramal Group Mumbai
pmvinodsg@gmail.com
Experiential Marketing - Exploring
New Horizons
Experiential marketing is more than an opportunity to
show off all the bells and whistles of a product. “It's all about
emotions and feelings, achieving some sort of feeling.” A person today
is bombarded with different kinds of advertising at every turn. May it
be the grocery store, the side of the buildings, email boxes and every
place in between. People in today's society are too busy with their
weekly calendars loaded with more things that they can do in a month. An
average person receives about a few hundreds of marketing messages per
day. These messages are greatly reducing the effectiveness of
traditional advertising. Managers feel it is no longer enough to have
functional features, benefits and quality- but you also need to provide
great experience to your customers. What is needed is a way to reach
potential customers that grab them emotionally and personally-
connecting them to a brand for life. Experience is on the hottest topics
today in Marketing Management.
Vaishalli Nikalje Head of Department(Marketing) Pune
Institute of Business Management Pune,Maharashtra vaishalli_nikalje@yahoo.com
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