Indian Journal of Marketing is
a monthly journal on Marketing, Advertising and Sales Management, which is 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. Being a continuous medium of
educating and training professionals in the arena of marketing, 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
Head,Department of Commerce
Government Arts College
Udagamandalam, The Nilgiris
Tamil Nadu
Dr.D.N.S.Kumar
Associate Dean
Alliance Business School
Bangalore,Karnataka
Dr.Kulbhushan Chandel
Assistant Professor
Department of Commerce
Himachal Pradesh University
Shimla,Himachal Pradesh
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
Senior Manager:
Deepak Sawhney
Subscription Manager:
Meenakshi Gilani
From the Editor's Desk
Dear Readers,
We bring to you July 09 issue of Indian Journal
of Marketing. We have increased the number of pages of Indian Journal of
Finance from 40 to 56 pages and the number of pages of Indian Journal of
Marketing from 56 to 64. Quality has been the hallmark of our journals.
Even in the face of pressing inflationary concerns, we never took any half
measures with the different attributes of our journals. We use the best
paper available in the market- this paper comes from the house of
Ballarpur Industries limited (BILT), which is India’s largest paper
company and the only Indian company to rank amongst the top 100 paper
companies in the world. This paper has precedence over the others of its
kind as it has a longer shelf life, is non-toxic, is environment friendly,
has exceptional whiteness and the least amount of opacity among its peers.
In order to maintain the paramount quality of the journals and to cope up
with the overhead costs of printing, we have increased the annual
subscription amount of Indian Journal of Marketing and Indian Journal of
Finance from Rs.900 to Rs.1000; which is a minimal hike of Rs.100 after a
period of two years.
Some cases of plagiarism and violation of the declaration have come to the
notice of the management. The management would take stringent action
against the authors who are violating the rules and regulations of the
organization. The authors who flout the rules will be blacklisted and
their articles will not be considered for publication in Indian Journal of
Marketing, Indian Journal of Finance and Prabandhan: Indian Journal of
Management. The authors should note that some changes have been made in
the declaration - the declaration should state that the paper is the
original contribution of the authors (has not been copied from any
source/individual); all references have been duly acknowledged at the
appropriate places and the paper is neither published nor under
consideration for publication elsewhere.
We would also like to inform the authors that they should make optimum use
of the website and should preferably submit the articles online for
reviewal as it simplifies and expedites the reviewal process.
We acknowledge the authors for contributing well-researched and innovative
papers for the journals and extend our thanks to all of our readers and
patrons for their unending support and patronage.
Mrs. S. Gilani
Editor, Indian Journal of Marketing
Articles Invited for
Prabandhan: Indian Journal of Management
Dear Readers,
It is with great pleasure that we inform you that we have been able to
fulfill our promise of bringing you a valuable journal that provides
insights into fields of management other than marketing and finance. To
complement Indian Journal of Marketing and Indian Journal of Finance, we
have started publishing Prabandhan : Indian Journal of Management.
It is a referred journal on diverse areas of management such
as Human Resources Management, Operations Management and Strategic
Decision Making among others. Its objective is to disseminate knowledge
which ensures good practice of professional management. Its focal point is
on research and reflections relevant to academicians and practicing
managers.
To comprehend and to deal with multi-disciplinary subjects and issues,
academicians and students need to be knowledgeable about inter-related
disciplines of management. To encourage and promote research across a wide
breadth of management topics, this journal has articles pertaining to the
following fields of management:
1. Human Resources Management
2. Organizational Behaviour
3. International Business
4. Economics
5. Data Analysis and Decision Making
6. Technology and Operations Management
7. Strategic Decision Making
8. Negotiations and Competitive Decision Making
9. Ethics in Management
10. Entrepreneurship and Innovation
11. Public Management
12. Rural Management
We look forward to get articles on original and insightful studies, new
theories and critical reviews on the above mentioned topics from your
faculty for publication in Prabandhan: Indian Journal of Management.
All articles relevant for Marketing and Finance will be considered for
publication in Indian Journal of Marketing and Indian Journal of Finance
respectively.
We are sure that you would like to subscribe to Prabandhan: Indian
Journal of Management. The annual subscription charges are Rs. 700/-,
which are payable in advance through a Demand Draft/Money Order drawn in
favour of Indian Journal of Management, payable at New Delhi. We
shall start sending you the copies on receipt of your subscription
remittance.
Please send your article to :
Editor Prabandhan: Indian Journal of Management Y-21,Hauz Khas
New Delhi-110016
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Indian
Journal of Marketing-a Monthly referred 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.
Text Preparation:
Authors should send one
copy of the manuscript along with one self- addressed stamped envelope.
The text should be double spaced on A4 size paper with one-inch margin all
around. The author’s name should not appear anywhere in the body of the
manuscript to facilitate the blind review process. An abstract of 200
words and a brief biographical sketch of the author should accompany the
manuscript on separate sheets. The article should mention the time period
in which the research was conducted. The authors should send a declaration
stating that the paper is their original contribution (has not been copied
from any source or individual) and is neither published nor under
consideration for publication elsewhere.
All
tables, charts and graphs should be black and not in color. 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 cleanly and legibly and figures should be indicated
in million and billion. Tables and figures should contain self-explanatory
titles. 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.If any charges of
plagiarism come into our notice and are proved, stringent action would be
taken against the offending authors.
(a) Text references should appear as follows:Recent works from (xxxx,2005,yyyy,2006)
show...
(b) Journal references should be listed as follows:Prof TV RamRaj (2006),"Blog
Marketing",Indian Journal of Marketing,Vol 36(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
Two or more referees review all contributions by following the double
blind system. The review process takes two months and the status would be
known within two months of submission of the article. In order for
expeditive response for status of the articles, authors are requested to
mention their email address with content submitted online. 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 self
declaration stating that the paper is the authors’ original contribution
(has not been copied from any source or individual) and is neither
published nor under consideration for publication elsewhere.
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, HauzKhas
New Delhi-110016
Or
Submit the article through Submit an Article Online Form.
The Relevance of Personal Selling in Today's Marketing Scenario- A
Theoretical Perspective
Personal selling is one of the oldest forms of
promotion. Promotion, as part of the marketing mix, increases company
sales by communicating product information to potential customers. The
four basic parts of a firm’s promotional effort are personal selling,
advertising, public relations, and sales promotion. Personal selling can
be defined as personal communication of information to persuade a
prospective customer to buy something – a good, service, idea, or
whatever – that satisfies an individual’s needs. It is the personal
selling process that allows marketers the greatest freedom to adjust a
message to satisfy customers' information needs. Personal selling allows
the marketer or seller to communicate directly with the prospect or
customer and listen to his or her concerns, answer specific questions,
provide additional information, inform, persuade, and possibly even
recommend other products or services.
Binu Markose Research Scholar
Department of Management Studies Indian Institute of
Technology-Madras Chennai
Measurement in Marketing : A Study on Construct Validation With Special
Reference To Multirait-Multimethod (MTMM) Matrix
Marketing being a Social Science has to
investigate and offer theoretical explanations, backed by empirical
evidence, for the behaviour of consumers. This requires development of
measuring instruments which can unequivocally assess the abstract nature
of constructs relevant to marketing e.g. personality, attitude,
consumption innovativeness, materialism etc. Construct validation is a
significant step towards formulation of justified measurement
instruments for such abstract marketing conceptualisations. The
marketing researchers have been operationalising abstract concepts
through measurement instruments in the form of questionnaires carrying
relevant statements. However, these instruments need to go through a
statistically appropriate process to determine their ability to capture
the construct in totality. The attempt should be towards determining if
the measuring instrument is able to represent the construct, the whole
of the construct, and nothing but the construct. The present study
provides a detailed discussion on the conceptual underpinnings and
ensuing indispensability of construct validity. This is followed by an
in-depth review of the marketing research literature on the construct
validation process, which involves determination of reliability,
convergent validity and discriminant validity of the measuring
instrument. The measures of reliability of a scale viz. Cronbach
coefficient alpha and item-to-total correlation are discussed in the
succeeding sections. The assessment of convergent and discriminant
validity through Campbell and Fiske’s (1959) Multitrait-multimethod (MTMM)
matrix has been profoundly delved upon, followed by an exhaustive
evaluation of a modified, but more practical, version of
Multitrait-multimethod (MTMM) matrix, as put into application by Ruekert
and Churchill (1984).
Manit Mishra
Assistant Professor & Dean(SW) DRIEMS Business School Cuttack,Orissa manitmishra@rediffmail.com
Feed Forward Enabled Interface of Artificial Neural Network To System
Dynamics Modeling For Developing Experiential Expert System For
Decentralized Marketing Logistics
Neural networks have the potential of
accurately describing the behavior of extremely complex systems such as
being encountered in decentralized logistics. Learned feed-forward is a
great way to reduce dynamic tracking error of a feedback based
decentralized logistics control system in those cases where logistics
events recur. The present paper primarily proposes a possible interface
of ANN into SD modeling offering a tremendous opportunity of developing
an Experiential Expert System for logistics control, policy formulation
and decision-making. Additionally, in the area of soft computational
research targeting optimization solutions, ANN-SD-Genetic Algorithmic
integration can also prove to be a potent framework for the optimization
of logistical processes and decision variables. Hence, the research
proposition suggested here on the whole highlights the prospective
systemic interface and compatibility between System Dynamics, Artificial
neural network and Genetic Algorithm.
Dr.Sanjay
Bhushan
Department of Management
Faculty of Social Sciences Dayalbagh Educational Institute
Agra,Uttar Pradesh sanjaybhushan@lycos.com
Building Brands By Helping Others Win
A basic decision in marketing products is
branding, in which an organization uses a name, phase, design, symbol,
or a combination of these, to identify its products or services of a
business and distinguish them from those of competitors. Brand is a
means of differentiating a company’s products or services from those of
its competitors. A good brand helps company charge premium price for
their products or services, since customers prefers to buy good branded
product and they will be loyal customers. There is plenty of evidence to
prove that customers will pay a substantial price premium for a good
brand and remain loyal to that brand. Therefore, it is important for the
companies to build brand. At this juncture it better remember
MacDonald’s quote that is emphasizing the relationship as an importance
factor in building a brand “…it is not factories that make profits, but
relationships with customers, and it is company and brand names which
secure those relationships”. Businesses that invest in and sustain
leading brands prosper whereas those that fail are left to fight for the
lower profits available in commodity markets. In the globalised business
environment every business wants to be a customer's first choice.
Therefore building and managing a brand can play a significant part in
making that happen.
Dr.G.Sudarsana Reddy Professor in Management(MBA)
Seshadripuram Institute of Management Studies,Bangalore
Dr.M.Muniraju
Senior Faculty
Department of Commerce
Bangalore University,Bangalore
Managing Global Brands
The innovative and aspiring marketers of 21st
century are looking out for opportunities in the global market by
creating and nurturing ‘global’ brands. Creating a global brand and
managing it is entirely a different thing. The global brands are those
brands which have their presence in most of the global markets. They are
termed as ‘global’ by virtue of their recognition and acceptance in the
different geographies of the world. Marketers who have ‘big picture’ in
their mind can only think of creating ‘global’ brands. Global branding
demands a lot of effort, commitment, resources, and passion. A marketer
who aspires for owning global brands has to understand the markets and
customer-needs in a crystal clear manner. There are many global brands
present in the market and each have their own story of creation and
performance. This article tries to bring out salient issues involved in
creating, nurturing, and managing of global brands, with examples. It
also deals with benefits available to the marketers and risks involved
in developing global brands. The author intends to bring out the issues
by referring to the information appearing in different journals,
magazines, websites, etc. to create a knowledge on the topic.
Prof.Nitin
S.Dhopeshwar
Assistant Professor KLE Society's Institute of Management & Research
Hubli,Karnataka dhopeshwar_ns@yahoo.com
Export Marketing in Bangladesh: Problems and Prospects
Exports from developing countries has
increased substantially in recent years. Bangladesh, as a developing
country, also tried to access to international markets through following
the export marketing strategies. However, business organizations in
Bangladesh are facing dearth of knowledge about export marketing
problems and remedies in this regard. The present study tried to
accumulate the existing scattered information and literature to provide
some guidelines for the export marketers and the policy makers. Future
research incorporating on more empirical data and facts were suggested
for helping the business organizations to improve the export performance
of in Bangladesh.
Sayeed Alam Assistant Professor
Department of Business Administration East West University
Dhaka,Bangladesh
Monowar
Hossain Mahmood
Associate Professor
Department of Business Administration
East West University
Dhaka,Bangladesh
mmonowar@hotmail.com
Indian Dairy Sector -Status and Policy Options
Agricultural development has been associated mainly
with an increase in the production of cereals. In India majority of the
people have less than one hectare of land. Due to small holdings these
cultivators are unable to meet the basic requirements for their
livelihood. While on the other hand, growing urbanization and income
levels resulted in an increased purchasing power, higher literacy there
by health and nutrition concerns and changes in life style might have
provided an impetus to an increased demand for this sector. Scarcities
of resources in terms of livestock lead to the need for major Policy
reforms in the dairy sector. India dairy sector during past 6 decades
had shown consistent growth trends which in turn resulted in its best
ranking in world dairy scenario, which is only possible with balanced
growth of livestock and proper dairy infrastructure development
throughout the country.
Meenakshi Gupta Faculty in Agriculture
Marketing
Shri Mata Vaishno Devi University Katra,Jammu & Kashmir
Role and Influence of Children in Buying Children's
Apparel
The role of children in the buying process has
increased over the years. Though a lot of research has been done in the
West in understanding children’s purchase influence, the need is also
felt in the Indian context. This paper attempts to understand the role
and influence of children in buying apparel. The opinion of the parents
was also taken. The results indicate the growing importance of children
in terms of taking their own decisions and also the discrepancy in the
views of the parents and children.
Adya
Sharma
Faculty
Symbiosis Institute of International Business,Symbiosis International
University,Pune,Maharashtra adyaindia@gmail.com
Marketing Research On Consumer Pull and Dealer Push
of Branded TMT Bars
The paper entitled Marketing Research on Consumer
Pull and Dealer Push of Branded TMT bars is aimed at exploring consumer
pull and dealer push of branded TMT bars in concurrent with steel
industry. The paper carries the details about what steel as a product,
global overview of steel sector along with domestic steel industry
journey since from 1907 and discusses how the steel industry evolved
overtime through policy changes as well as reforms taken by the
government pre liberalization and post liberalization period. The paper
holds the details of objectives and as well as scope and significance of
steel sector to the developing India.
Dr.K.S.Sarala Selection Grade Lecturer
Department of Commerce Sahyadri Ats & Commerce College
Shimoga,Karnataka kssmurthy94@yahoo.co.in
Consumer Behaviour and Brand Preference Towards Onida
Television - An Empirical Study With Reference To Karur,Tamil Nadu
The television is a wonderful means of mass
communication invented by J.L.Baird in 1926. Now our home has become a
Cinema Hall. A Television is an audio-visual medium which enables us to
hear and watch a variety of programmes, both live and recorded. The
industries which produce the electronic devices and appliances for the
use and conveniences of their customers are known at the Electronic
industries. This industry manufactures varied forms of essential
electronic appliances such as televisions to satisfy the wants of
mankind. Now –a – days, televisions have become an essential item for
mass based usage. They are manufactured in different sizes so as to meet
the needs of various groups of people. They are usually rated with
internal total mechanism and the television mechanism.
Dr.N.Kathirvel Lecturer in Commerce &
Management
Karpagam University Coimbatore,Tamil Nadu pnk70_samy@yahoo.co.in
Dr.N.Chandrasekaran
Reader in Commerce
Salem Sowdeswari College Salem,Tamil Nadu
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