Indian Journal of Marketing January 2007

Volume XXXVII • Number 1 • January 2007

International Joint Ventures in India: Motives of Australian Firms- An Exploratory Study through Resource Based Approach
There is a long tradition in marketing literature to study the ‘motives’ of IJV formation in different country contexts using different theoretical perspectives including transaction cost analysis and strategic management approach. The key objective of this paper is to investigate the motives of international joint ventures (IJV) formation of Australian firms in India. Despite the abolition of the legislative necessity for almost a decade, the IJV remains the most popular form of governance structure in India. The paper investigates the IJV motives using the resource-based view (RBV) of the firm. The empirical results of the RBV approach shed new light on specific resource seeking motives of Australian IJV parent firms in India. It provides evidence that seeking intangible resources is generally more important to Australian respondents than seeking tangible resources.
	Dr.Rajeev D Sharma Senior Lecturer Marketing Charles Darwin University Darwin AUSTRALIA
Evaluating Potential of Online Sales by "Electronic Shopping Test": A Conceptual Framework
Companies look at online sales as an experience rather than an investment. They still confuse how many consumers are ready to buy online. In addition, products have different acceptance level among customers and not all products can be sold at web stores. ES Test is a simple three steps approach to determine potential of online sales. By ES Test, consumer attitude towards online shopping, familiarity and confidence, and product characteristics are evaluated and overall ES Test is measured. Any score higher than 20 shows suitability for online sales. This study tried to establish relationship between potential of online sales mainly with three factors. Results showed that there is significant relationship between potential of online sales and consumer attitude towards online shopping, product characteristics, and familiarity and confidence. Evaluating of selling Malaysian Airline ticket by ES Test indicated that Malaysian Airline ticket is a suitable product for selling online in Malaysia.
Ahasanul Haque Department of Business Admin Faculty of Economics & Management Sciences International Islamic University Kuala Lumpur, MALAYSIA	Javed Sadeqzadeh Faculty of Management Multimedia University Cyberjaya,MALAYSIA Ali Khatibi School of Business Management University College of Technology and Management MALAYSIA
Customer Relationship Management (CRM) in Context of Food Marketing- A Fuzzy Logic Approach
The most successful brands on earth connect with their consumers emotionally in addition to logical facts and rational appeals. Effective food product marketers connect with concerned and aware consumers willing to pay a premium to buy food products by empowering them to clean the air, purify the water, or help save endangered forests and species. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities The present paper aims at ranking the various variables that lead to purchase, the paper also tries to show how Customer Relationship Management (CRM) can lead to the success of food marketing considering execution of Food Marketing as the prime responsibility of the marketer.
Devesh Mishra Madhurima Deb Vinod Gupta School of Management Indian Institute of Technology Kharagpur, West Bengal	Prof .Kalyan Kumar Guin Prof.Gautam Sinha Vinod Gupta School of Management Indian Institute of Technology Kharagpur, West Bengal
Green Consumerism - Issues and Implications
It is now widely accepted that societies, economies and the businesses within them need to find a more sustainable path for future development. Achieving this will involve saying some very new things about marketing and perhaps rediscovering some of the fundamental truths. Marketing has contributed to the current environmental crisis, because of its central role as a driving force behind the unsustainable growth in consumption or what could be termed over consumption. Marketing as it will become, by contrast, will become part of the solution. This will require the marketing of new, more sustainable produced products, new companies, new life styles, new values and new ideas."Green" is a term coined in Europe to refer to a particular politics and lifestyle; green consumerism involves making consumption decisions based on environmental concerns; implies a rejection of wasteful consumption. Green consumerism (or socially conscious consumerism) can be described as the use of individual consumer power to promote less environmentally damaging consumption, while still satisfying consumer wants and needs. Green consumerism means a great deal more than simply changing over from an earth-bashing product to a slightly more environmentally sensitive one. It means questioning both, the nature and volume of consumption.
Mrs.P.Santhi,Dr.U.Jerinabi Department of Commerce Avinashilingam Deemed University Coimbatore, Tamil Nadu	N.Mohandas Gandhi Assistant Professor Department of Mechanical Engineering Kumaraguru College of Technology Coimbatore,Tamil Nadu
Surrogate Advertising - The Positive Side
When the laws of a country do not permit advertising of a certain product category, the advertisers take the shelter of a brand extension. Advertising of alcoholic drinks in India is not permitted. To by pass this, some manufacturers of whisky or similar products launched brands of soda, mineral water under the same brand name as that of their popular whisky. Hence the meaning of ‘Surrogate advertising’ is duplicating the brand image of one product extensively to promote another product of the same brand.
T.Frank Sunil Justus Lecturer Department of Business Administration Annamalai University Annamalai Nagar, Tamil Nadu	P.U.Srinivas MBA Student Department of Business Administration Annamalai University Annamalai Nagar,Tamil Nadu
Retail Banking : Indian Scenario
Retail Banking is a typical mass-market banking where individual customers use local branches of a larger commercial bank. It refers to the dealing of commercial banks with individual customers. Services offered include fixed, current/ savings accounts mortgages, loans (eg. personal, housing, auto and educational) debit cards, credit cards and so forth.
Dr.K.S.Jaiswal Reader Faculty of Commerce & Management Studies Mahatma Gandhi Kashi Vidyapith Varanasi, Uttar Pradesh	Neetu Singh Research Scholar Faculty of Commerce & Management Studies Mahatma Gandhi Kashi Vidyapith Varanasi, Uttar Pradesh
An Empirical Study on Shampoo Consumption
Consumers are creatures of unique characteristics. Each one differs from every other in the universe. Each one behaves differently from time to time and place to place. This may be called the law of individual differences. Such being the case, it is worth to make a study of consumer behaviours in a particular situation. Shampoo is a low-cost, inexpensive, mass-consumption product, which requires search efforts with regard to availability, quality, price and other information related features. How do consumers come to know about the product? What makes them to turn to this new product? (giving up their traditional natural herb-oriented ‘Seehakkai Thool’ etc., how do they learn about different brands that flood the market? that taps their doorsteps.
	Dr.A.Vinayagamoorthy Reader Department of Commerce Periyar University Salem, Tamil Nadu