Dr.Urvashi
Makkar
Professor & Chairperson-Marketing
Institute of Management Studies
Ghaziabad |
Amandeep
Singh Sehra
Bhupesh Tewari
Jai Narayan Rai
Bhagirath Rao
Rahul Sharma
PGDBM-IInd Year
Institute of Management Studies
Ghaziabad |
Experiential Marketing :
The New Paradigm |
|
All organizations
everywhere, exist to create and deliver value to their customers. Building, designing and
offering holistic experience to the customer is also a value proposition, which can enable
organization in developing sustainable competitive advantage. Experiential Marketing
focuses on customer experiences that evoke the senses (sight, smell, sound, touch &
taste), heart and the mind. The new paradigm is a shift from Traditional Marketing, which
focuses on features (characteristics that supplement the product) and benefits
(performances characteristics that customers seek from a product). The article describes
how to evoke customer emotions deep – seated in the mind and create a connection with
the heart. |
|
Prof.
Timira Shukla
Chairperson-PGDBM(F/T) Programme
Institute of Management Studies
Ghaziabad
|
|
An
Evaluation of Television Advertisements of Masala Powder in Pollachi(Tamil
Nadu) |
|
The aim of this research is to evaluate the effectiveness of
television advertisement of a selected product. It seeks to explore the viewers recall
ability of various brands of advertisements of the product, brand awareness and influence
in purchase. A sample of 189 households are selected those who watch regional television
channels. The analysis shows no relation between recall ability and age, gender, channels,
programmes watched and time of viewership. It is concluded that majority of the viewers
have medium level of recall ability and it has influenced their purchase. |
|
R.Renjith
Kumar
Senior Lecturer
Department of Management
Arba Minch University
Ethiopia |
|
Recent Facets of Consumer Behaviour: A Case of Rural Market |
|
According to the census of 2001, India’s total population
is 102crore of which 71.89crore was of rural India, constituting 70% of the total
population. Inspite of this fact, marketers earlier concentrated on the urban markets and
scheduled their strategy accordingly. As the competition increased in urban areas, and
taking into account the increasing demand for FMCG’s in rural areas, the marketers
expanded their business in rural areas. Perhaps it has become a policy for their survival.
Marketers found different strategies to penetrate in the rural segment. The pioneer
corporate was HLL.Various surveys reveal that average rural household spends almost 60% of
their income on the food, which is reasonably a high amount. The demand for FMCG in that
way was going rapidly high as compared to the urban market. The market for FMCG is
estimated at around Rs. 50,000 crore. |
|
Mr.Rajesh
Shinde
Faculty, Department of Commerce
Dr.Babasaheb Ambedkar
Marathwada University,Aurangabad
Maharashtra
|
|
Apparel Shopping Orientation of Urban Indians : A Study on Kolkata |
|
Apparel trade has immense potential in India in terms of
increased consumer spend, export potential as well as branding opportunity. In this
context, this paper takes a look at the shopping orientation of urban Indians with the
help of a study on Kolkata in order to segment the shoppers on the basis of psychographic
as well as demographic dimensions. Kolkata being a cosmopolitan city with residents of
different states speaking different languages and belonging to different sub-cultures, the
study would help explore the apparel shopping behavior of urban Indians in general. It
also discerns the difference in the shopping orientations of brand-loyal and non-brand
loyal customers. Accordingly, the shoppers are divided into four categories, namely,
utilitarian shoppers, conservative shoppers, hedonic shoppers and socializing shoppers.
For this purpose, multivariate techniques of factor analysis, cluster analysis and
discriminant analysis are used. In terms of frequency of purchase the hedonic shoppers are
the best target group among the four segments of shoppers identified. As far as brand
loyalty is concerned, it was found that the brand loyal consumers prefer stores near their
homes and work places, realize the importance of paying higher price to get better quality
and look for more variety and quality in stores while purchasing apparel. |
|
Paromita
Goswami
Faculty Member
ICFAI Business School
Kolkata |
Online Stock Trading in India: An Empirical Investigation |
|
With IT fuelling Indian economy, Internet is adopted as
effective tool in catalyzing the business activities. Latest developments in information
technology have altogether changed the business done traditionally. As financial system is
becoming more complex it has become need of the hour where investors should comprehend the
data and understand recent intricacies of online trading. In Indian context e- trading is
relatively new phenomenon, which has yet to gain some significant meaning. In the past
investors have no other option to get market information except to contact their local
broker? But Internet trading in stock market is becoming medium of exchange whereby
investor can order stock exchange on simple mouse click sitting at his place. Keeping in
view current market requirement an attempt has been made in this research paper to analyze
current status of online trading in Indian scenario. Facts highlighted in this study
clearly reveal that although online trading is picking up its speed to tap investors yet
it is expected to adopt creative strategies to lure customers from physical trading to net
trading. |
|
Nidhi
Walia
Lecturer in Finance
Department of Management Studies
Punjab Institute of Management &
Technology, Gobindgarh
Punjab |
Ravinder
Kumar
Lecturer
Computer Science &
Engineering Department
Thapar Institute of Engineering &
Technology,Patiala,Punjab |
