Indian Journal of Marketing August 2006

Volume XXXVI • Number 8 • August 2006

It's All At the Mall: Exploring Present Shopping Experiences
The research examined the influence of selected attributes on store patronage for doing shopping. When the market is flooded with products-branded and unbranded. The shoppers are in a dilemma to buy which one! The shoppers are really jostled with variety of brands and their mind is boggling where to stop for shopping? Shopper basically decides on the basis of store characteristics. The quality of stores taken together form the overall image of mall. They are basically exploring the shopping experiences in the malls. These changes in consumer behavior also augur well for the retailing industry. The organized retail chains, display all the products and the most attractive product catches the customer attention of shoppers. Most of these stores believe in creating not just a marketing activity with its customers, but rather favour relationship building with him so as to convert first time customers into a client. The Study concentrates on organized retailing, which consists of shopping malls coming up a big way in India. The decision to patronize a particular store usually starts with a set of characteristics or attributes that shoppers consider important. Retailers then use these attributes to make decisions regarding what store or stores can cater to their particular needs to different age cohorts with different promotional tools. Past retail and marketing studies have identified several shoppers-oriented store attributes such as price, quality, variety and discounts but these studies overlooked how the physical environment, store reputation and store location affects retail store patronage. In response to different demographic features of shoppers, entrepreneurs have developed new way to provide merchandising and rendering services so that a new fervour could be smelt and as a sequel totally new ambience could be experienced. Keeping these facts, the researchers have studied the nine characteristics of malls to elaborate the enthralling shopping experiences. This will provide academics, mall developers and retailers a richer understanding of various components that contribute to malls experiences, and allow them to more effectively study and market to this segment.
Prof. Anu Singh Lather Sr.Lecturer Management Department Maharaja Agrasen Institute of Management Studies New Delhi	Tripat Kaur Professor School of Management Studies G.G.S Indraprastha University Delhi
Eco-Tourism in Andhra Pradesh
Tourism plays a major role in the growth of an economy. The tourism industry generates large-scale employment and is also a large foreign exchange earner. The industry is the third largest foreign exchange earner in the country after jewellery and ready-made garments. The most popular destinations among domestic as well as foreign tourists include Hyderabad, Tirupati followed by Visakhapatnam, Vijayawada, Puttaparthi, and Srisailam etc. Hyderabad and Visakhapatnam airports are to be expanded to receive international flights. Hyderabad has been identified as one of the five locations in the country for the establishment of a full-fledged international airport. Direct flights to Singapore, Malaysia have recently commenced from Hyderabad in addition to other destinations. Hyderabad is being developed as a major transit hub between Europe and the Far East.
Dr.Prashanta Athma Associate Professor Department of Commerce Osmania University Hyderabad	Ms.Vijaya Lakshmi Student,M.Comm(IS) Department of Commerce Osmania University Hyderabad
A Study on the Effectiveness of the Advertising Techniques Used in the Personal Care Segment of Women Consumers
Advertising of late, has become a huge industry in India and there is no escaping from it. Today, just advertising a product is not enough. A lot of research needs to be done on the unique selling proposition of the product, the target audience, consumer’s demographics, consumer behaviour and many more. The advertisers need to analyse the various techniques that can be used for advertising and choose the most effective of the lot. A technique, which is successful for one product category, may not necessarily work well for an other category or even other brand.
G.Kavitha Dean- School of Communication & Media Studies MOP Vaishnav College for Women Nungambakkam Chennai
Consumer Behaviour and Brand Preference of Britannia Biscuits - An empirical study with reference to Salem, Tamil Nadu
The biscuit market in India is estimated to be 1.1million tons p.a., valued at Rs.35billion. The unorganized sector accounts for over 50% of the market. The market has been growing at a CAGR of 6-7% p.a. Per capita consumption of biscuits in India is estimated at a low 1.5kgs, reflecting the huge potential for growth. Manufacturing was reserved for small-scale upto 1997, which put large players at a disadvantage. In the organized sector, Britannia and Parle are the only national players with dominant market shares. Other organized players include domestic players like ITC, Bakeman’s, Champion, Kwality, Priya and MNC’s like SmithKline Consumer, Kellogg’s, Sara Lee, Heinz, Excelsia (Nestle) and United Biscuits.
Dr.K.Maruthamuthu,K.Krishnakumar Lecturer in Commerce Periyar University Salem,Tamil Nadu	M.Vasan Ph.D. Research Scholar Periyar University Salem,Tamil Nadu
Ethics in Advertisements and its Impact
The field of advertising is extremely broad and diverse. In general terms the course of advertisement is simply a public notice meant to convey information and invite patronage or some other response. It suggests that, advertising has two basic purposes: to inform and to persuade. While these purposes are distinguishable very often both are simultaneously present. Advertising is not the same as marketing (the complex of commercial involved in transferring goods from producers and consumers) or public relations (the systematic effort to create a favorable public impression or ‘image’ of some person, group or entity). In many cases, though it is a technique or an instrument employed by one or both of these.
Dr.M.Dhanabhakyam Lecturer Department of Commerce Bharathiar University Coimbatore, Tamil Nadu	S.Geetha M.Phil Scholar Department of Commerce Bharathiar University Coimbatore,Tamil Nadu