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
Shri J.C. Gilani had started
a Management Consultancy firm ‘ASSOCIATED MANAGEMENT CONSULTANTS (P) LTD’
in 1964. This firm has conducted Management Development Programmes for Secretaries,
Personal Assistants and Senior Stenographers; Office Management Programmes for
Receptionists and Telephone Operators; Programmes on Indian Labour Laws for Supervisors,
Managers and Executives and Salesmanship Programmes for Salespersons. Over more than
50,000 Secretaries and PA’s have attended these programmes from different parts of
India.
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
Assistant Professor
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
Copy Editor:
Priyanka Gilani
Subscription Manager:
Meenakshi Gilani
From the Editor's Desk
Dear Readers,
We bring to you the March 2010 issue
of Indian Journal of Marketing.Prabandhan: Indian Journal of Management
has been made a monthly journal since January 2010 and has received a
stupendous response from academicians and researchers. The papers in this
issue lay a special emphasis on the Indian Retail Sector. The management
thanks all the patrons, academicians and researchers for their unending
support and patronage and requests the authors to contribute papers
relevant to the contemporary marketing scenario.
In the world of escalating competition, the fundamental nature of
marketing is changing at an unprecedented rate. Large scale efforts are
being made, often with impressive success, to channel the consumers’
unthinking habits, purchasing decisions, and thought processes by the use
of novice ways of establishing contact with the consumers and one such
strategy is to use celebrities for endorsing the products. Companies make
use of celebrities’ characteristics and quality to establish an analog
with the products’ specialties to position them in the minds of the target
consumers. The empirical study, “Impact of Celebrities' Multiple
Product Endorsements on Buyer's Attitude and Purchase Intentions” is an attempt to
evaluate the effects of Multiple Brand Endorsements by celebrities on
attitudes and the buying intentions of the consumers.
The Indian retail sector is highly fragmented with 97% of its business
being run by the unorganized retailers like the traditional family run
stores and corner stores. The 3% share of organized retail is quite low
when compared even to the other emerging countries. International
retailers see India as the last retailing frontier left as China's retail
sector is becoming saturated. A prime disturbing feature of the retailing
industry is the lack of a proper supply chain perspective. Hence, the
research paper, “Status of Supply Chain Management In Organized Vs
Unorganized Retail” aims to understand the function of SCM in
organized and un-organized retail stores and to find out the level of
integration between various partners of supply chain with the use of IT &
ITES in SCM.
Retailing is the largest private sector industry in the world economy with
the global industry size exceeding $6.6 trillion and a latest survey has
projected India as the top destination for retail investors. Subsequently,
many Indian business houses like Pantaloon, Reliance, Tatas, Birlas have
also announced plans to expand into retail. With around 12 million
outlets, India has the largest density of small shops in the world. Large
multinational retailers like Wal-Mart, TESCO, Carrefour, and Metro have
saturated home country markets and are now looking to expand into India.
The paper, “FDI - The Hijack of Indian Retail Market” explores how the
foreign players are trying to hijack the Indian Retail Market.
Private labels have come a long way over the last three decades. They
started with retailers wanting to offer cheaper substitutes. This was for
two reasons. One, having a private label meant that retailers could
negotiate a better margin from the manufacturer. And the other, when they
had private labels, they had a differentiator. The present case study,
“Private Brands and Store Loyalty: An Empirical Study in Noida” deals with
the private brands and store loyalty in the organized retail sector.
Competition in the mobile telecom is hotting up in India with the entry of
new players in the recent times. Service providers are busy designing
service packages to woo new customers to enhance the customer base. In the
process of capturing new customers, the present customers are being
neglected leading them to switch. Low switching costs in the pre-paid
segment and attractive start-up kits are encouraging customers to switch.
Moreover, introduction of number portability across the operators is going
to add fuel to customer switching. The present paper, “Customer Switching
Behaviour – An Evaluation of Factors Affecting Mobile Users” is an
empirical study that unearths the reasons for switching among the mobile
users in Andhra Pradesh telecom circle.
Global imbalance and inadequate financial regulation in U.S during
previous US government’s regime lead to the ‘Global financial Crisis’.
This has resulted in management top brass and functional experts to lose
their hairs to hold their market share in decreasing consumer demand
scenario. The research paper, “Marketing and Business Strategies For
Coping With The Global Financial Crisis” focuses on navigating through
recession by developing marketing strategies and tactics using
modification of product offers( bulk buying, bundled offers, combo
offers), brand building strategies, Advertising strategies, and new
product launch strategies.
The business of insurance is related to the protection of the economic
value of assets. It is a means of providing protection against financial
loss in a great variety of situations. It is a co-operative method for
spreading over the loss caused by one or more, caused by a particular
risk, over a number of persons who are exposed to it and who agree to
insure themselves against that risk. The paper, “A Study On Rural
Insurance Policy Holders Satisfaction In Dindigul,Tamil Nadu” studies the
various rural insurance policies offered by the general insurance
companies and assesses the level of satisfaction of policyholders on rural
insurance schemes.
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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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
the receipt of your paper by email and an article id will be issued to the
corresponding author. The author(s) should keep in mind that it would be
mandatory to cite this id while sending a query about a paper submitted
online. In the first page of the paper, please provide full names (first,
middle and last names) and full addresses (institute’s address along with
designation and correspondence address) along with email address of the
author(s).The author’s name or affiliations should not appear anywhere
else in the body of the manuscript ,because our peer-review process is
blinded. A brief biographical sketch of the author and an abstract of 200
words should accompany the manuscript on separate pages. The article
should mention the time period in which the research was conducted. The
corresponding author should send a signed soft copy of the Author
Disclosure Form for Reviewal along with the content submitted online (The
form can be downloaded from our website. It is available on the Guidelines
For Authors page). If the article is submitted by post, the hard copy must
be accompanied by one self -addressed stamped envelope. The enclosing
covering letter should have the author's designation, institution name
along with a signed hard copy of the Author Disclosure Form For Reviewal.
If any charges of plagiarism come to our notice and are proved, stringent
action would be taken against the offending authors.
Text Preparation: The acceptable file formats for the word processing
documents are “Word for Windows 1997-2003 document”. Manuscripts must be
double spaced, with 1-inch margins with “Times New Roman, Font Size 12,
black”. All tables, charts and graphs should be black and not in colour.
Wherever necessary, the source should be indicated at the bottom. Number
and complexity of such exhibits should be as low as possible. All charts
and graphs should be drawn legibly and figures should be indicated in
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titles. Please provide table(s) as real table(s) with rows, columns and
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cite a table title. Footnotes, italics, and quotation marks should be kept
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respects and arranged in alphabetical order. The scanned images taken from
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not clear so as to maintain optimum printing quality. Authors needing
assistance should contact the Copy Editor, Priyanka Gilani, at
priyanka.gilani@indianjournalofmarketing.com or 011-42654857,
011-32547238.
(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.
The final draft is subject to editorial amendments to suit the journal's
requirements. An electronic version of the manuscript in MS- Word would be
required once the paper is accepted for publication.
Please send your articles to:
Editor
Indian Journal of Marketing
Y-21, Hauz Khas
New Delhi-110016
Impact of Celebrities' Multiple Product Endorsements On Buyer's
Attitude and Purchase Intentions
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 mrinal_nalini@yahoo.co.in
Status of Supply Chain Management In Organized Vs Unorganized Retail
The Indian retail sector is highly fragmented with 97% of its business being
run by the unorganized retailers like the traditional family run stores and
corner stores. The 3% share of organized retail is quite low when compared
even to the other emerging countries. The organized retail, however, is at a
very nascent stage, though attempts are being made to increase its
proportion to 9-10% by the year 2010, bringing in a huge opportunity for
prospective new players. The sector is the largest source of employment
after agriculture, and has deep penetration into rural India; generating
more than 10% of India's GDP.
Nityanand Singh Assistant Professor Parvatibai Genba Moze College of
Engineering,Pune,Maharashtra nityanandsinghiaf@gmail.com
FDI - The Hijack of Indian Retail Market
Foreign Direct Investment (FDI) flows have increased
substantially in the last two decades. This has been a result of the
reduction of barriers to FDI, considerable improvements in
transportation and communication technologies, and the direct policy
measures implemented by many governments to attract FDI. These
developments have motivated the appearance of a large number of
empirical papers that test the expected benefits that FDI inflows are
assumed to bring to the host countries. Based on the result of these
studies, it is also possible to assess the economic benefits of the
governmental incentives to attract multinational enterprises (MNEs).
Increased FDI inflows to a country can create several economic effects.
Among others, FDI can affect labour and capital markets, trade patterns
and economic growth..
Kamaladevi B.
Research Student
Anna University
Chennai
Private Brands and Store Loyalty : An Empirical Study In Noida
Private labels have come a long way
over the last three decades. They started with retailers wanting to
offer cheaper substitutes. This was for two reasons. One, having a
private label meant that retailers could negotiate a better margin from
the manufacturer. And the other, when they had private labels, they had
a differentiator. The biggest change in the last decade or so has been
the entry of premium private labels. They are no longer saying “buy us
because we are cheap”, instead today; they are saying “buy us because we
are the best”. By offering high quality products, many private labels
have started charging more than regular manufacturers.
Retailers are looking at private labels or store labels as one of the
option to drive the customers to their stores. The emergence of
organized retailing in India has made Private Labels a reality. It is
now well within the reckoning of the consumer, retailers and brand
owners. A Private Label is not merely a product with the store/
retailer’s name on it. It takes more to qualify as a Private Label. The
consumer must see the Private Label product as distinct from being just
a ‘product in a pack’. There must be a clear perception that ‘it is
produced by this store’.
Rushina Singhi Lecturer Amity Business School Amity University Noida,Uttar Pradesh rushina.singhi@yahoo.co.in
Customer Switching Behaviour - An Evaluation of Factors Affecting
Mobile Users
Indian mobile services’ market has grown manifold in the last five years and
the subscriber base had crossed 320 millions by the end of October 2008. The
growing affluent-middle-class, low cost of handsets and call tariffs has
helped this stupendous growth. Even now, the penetration rate of mobile
phones in India, in comparison to other markets like China, Japan and
European countries, is low. This presents an enormous opportunity for the
Indian mobile service operators to enhance their market share through
mindshare. The recent policy initiative of allowing new operators in a
circle has added fuel to the competition in the cellular market bringing the
call tariffs to the lowest in the world. The fierce competition among the
cellular service providers resulted in numerous tariff plans, group plans,
contracts (life long validity etc.), and top-up plans. Today, an Indian
mobile customer is overwhelmed with the competing offers and service
packages from the competing operators.
Dr.V.Mallikarjuna Associate Professor Kandula School of Management KSRM College of Engineering Kadapa, Andhra Pradesh v.mallik@yahoo.com
Dr.G.Krishna Mohan
Professor
Kandula School of Management
KSRM College of Engineering Kadapa,Andhra Pradesh gkmohan4@yahoo.co.in
Marketing and Business Strategies For Coping With The Global
Financial Crisis
Global imbalance led to flood of money into U.S that
kept interest rates low, inflated price of real estate, shares and
assets. This can be considered to be the indirect cause of recession.
This had allowed banks to develop structures and innovative products
with higher returns. The products developed were so ‘innovative’ that
risks associated with it could not be comprehended and inability to
mitigate the risks led to today’s most used jargon ‘Global Financial
Turmoil’. The authorities for controlling and regulating the bank
activities in U.S had given their ‘blessings’ instead of intervening and
preventing the calamity at right periods. Since the U.S is the ‘mother’
of all economies, the impact was felt by all countries including
India.Thanks to prudent financial, monetary policies and balanced
foreign investment ceiling on different industrial sectors,the impact of
recession in India was less as compared to the other countries. With
global experts and leaders working on a way out of the financial crisis,
let us focus on strategies and tactics to negate and overcome the
implications of ‘Global financial Recession’ on consumer behaviour and
in markets.
C.Senthil Nathan Business Development Manager
Magnum Power Consultants
Trichy,Tamil Nadu nathan_mba@hotmail.com
A Study On Rural Insurance
Policyholders' Satisfaction In Dindigul, Tamil Nadu
The business of insurance is related to the
protection of the economic value of assets. It is a means of providing
protection against financial loss in a great variety of situations. It
is a co-operative method for spreading over the loss caused by one or
more, caused by a particular risk, over a number of persons who are
exposed to it and who agree to insure themselves against that risk1. It
is observed that the essence of insurance is to share losses and
substitute certainty by uncertainty.
Insurance plays a vital role in the modern society. Life insurance
assures to replace income lost to a family if the policy holder meets an
untoward incident. Fire insurance pays all or part of the loss if the
insured property is destroyed by fire. Motor vehicle insurance
compensates the cost of damages resulting from accident. Now-a-days,
people can also avail insurance to cover unusual types of financial
losses. Dancers have insured their legs against injury. Motion picture
producers have even insured the lives of animals starring in their
films2. The desire for security is sought to be safe by taking all the
precautions possible to avoid or prevent the consequences of risk3. The
rural insurance protects the interest of rural people. Insurance is a
mechanism that helps to reduce adverse consequences.
Dr.A.Venkatachalam Reader in Commerce G.T.N Arts College
Dindigul,Tamil Nadu
M.Sivakumar Research Scholar
G.T.N Arts College
Dindigul,Tamil Nadu svadgl@gmail.com
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