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Visit: Indian Journal of Finance

Visit: Prabandhan: Indian Journal of Management

 
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

jcgilani.jpg (13766 bytes)
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.


GUIDELINES FOR AUTHORS

Please refer to http://www.indianjournalofmanagement.com/guidelines.html for the Guidelines For Authors.


IMPORTANT DATES

The last date for submitting your papers is 20th February 2010.

CONTACT INFORMATION

The Editor
Prabandhan: Indian Journal of Management
Y-21 Hauz Khas
New Delhi – 110016

URL: http://www.indianjournalofmanagement.com
Email: editor@indianjournalofmanagement.com
priyanka.gilani@indianjournalofmanagement.com

 


 

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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 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 millions and billions. Tables and figures should contain self-explanatory titles. Please provide table(s) as real table(s) with rows, columns and cells. Each piece of information should reside in its own cell. Please cite a table title. Footnotes, italics, and quotation marks should be kept to the minimum. References and citations should be complete in all respects and arranged in alphabetical order. The scanned images taken from various sources should be redrawn (and not pasted as they are) if they are 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.

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Editor
Indian Journal of Marketing
Y-21, Hauz Khas
New Delhi-110016

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Forthcoming Issues

 

Volume XL • Number  4 • April 2010

Materialism : Construct Conceptualisation And Operationalisation

 

Manit Mishra

Attractiveness of Indian Comic Industry

 

Anjeet Khandelwal
 

Driving Factors and Effectiveness of Sales Promotion in Shopping Malls: A Consumer Perspective

Dr.Chandan A.Chavadi

Shilpa S.Kokatnur

Customer Relationship Management With Reference To Products of High Customer Involvement

Prof P.K.Chopra

Prof P.K.Mishra

A Study On Credit Card Holder's Expectation And Preference Towards Selected Banks In Coimbatore City
A.Kumaresan
K.Gowtham
I.Chitrakala
Existence of Brand Loyalty- A Myth Or a Reality?
 

Dr.Vijetha S.Shetty

Yemeni Customers' Perception and Attitudes Toward Asian Made Products

Ammar Yassin

Rohaizat Baharun

 

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Volume XL• Number 3 • March  2010

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

kamaladevimba@gmail.com

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

 

Dewyani Kawale
Employee
Coatings Specialities India Ltd
Mumbai
devyani_elite@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

Contact Us

Editor

Indian Journal of Marketing

Associated Management Consultants (P) Ltd.

Y-21, Hauz Khas, New Delhi - 110016

Telephone: 91-011-42654857,91-011-32547238

Email: editor@indianjournalofmarketing.com

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Copyright © 2010 •ISSN 0973-8703 •Listed In Ulrich's International Periodicals Directory, USA• Associated Management Consultants (P) Ltd.