Indian Journal of Marketing March 2007

Volume XXXVII • Number 3 • March 2007

Boutique Healthcare : The Way Forward For Not-For-Profit Healthcare Organizations
In India, provision of healthcare services is complex. At one level there is the public sector, which provides health services through the central government, state governments, municipal corporations and other local bodies. At the other level exists the private sector, which consists of the ‘not-for-profit’ and for-profit health sector. The not-for-profit health sector, which is very small, includes health services provided by NGOs, charitable institutions, missions, trusts, etc.
	Mr.Denny John Associate Administrator L.V.Prasad Eye Institute Hyderabad
Relationship Marketing: A Source of Competitive Advantage
The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.” In present era of cut-throat competition, it is no longer enough to satisfy the customers. You must delight them! As Philip Kotler puts it, “Today you have to run faster to stay in the same place.” The most important tool available to the business firms these days to make the customers happy is “Relationship Marketing".
	Dr.N.K.Sehgal Department of Evening Studies Punjab University Chandigarh
Most Popular Advertisements
In this article we will be seeing the three most popular ads of the recent past which were being enjoyed by you and me – India Shining, The Hutch, and last but not the least Pulliraja. We know that these advertisements were successful & it would be interesting to know the secrets of their success.
	Ms.Shanthi Nachiappan Assistant Professor Velammal College of Management & Computer Studies Chennai
Service Quality Measurement and Consumer Perception About the Services of Banking Institutions
Over the last few years, the increasing need to enhance income especially fee-based income, improve market share, improve quality of service and reduce cost of operations has forced most hanks to rethink and adopt varying business strategies and models. Key elements of strategies seen to be adopted by leading Indian banks include building a strong presence in India and international markets, customer-focused product innovation, financial resilience and a strong operating environment. Strong prudential and supervisory norms are requiring banks in India to conform to higher standards. As the Indian economy looks to integrate more into the global economy, the banking industry looks to keep pace. Key strategic elements: capital, consolidation and corporate governance are to be focused. The banking organizations need to make a time-to-time appraisal of their performance. The results of sales analysis, if indicate a sharp fall in the deposits, would be successful in identifying the reasons responsible for the same. If the competitive banks propose to offer a new service or a new scheme and the market test is to be conducted, the marketing research would make available the preferences and reactions of the prospects. If the old service or schemes are not getting a positive response, the marketing research would suggest ways to innovate the marketing resources. In this competitive era of global economy the efforts should be made to satisfy the users/ consumers. If we succeed in satisfying the consumers/users, we also get a success in increasing the market share which makes the ways for establishing leadership. It is against this background that we make an advocacy in favour of innovating the marketing efforts which simplify our task of satisfying the users. Today the repute service generating organizations are making sincere efforts to practice the concept of total quality management. This makes it essential that the policy decision makers make multi-cornered efforts to have a new perception of quality. As consumer is the king in the market in case of any industry, so their perception towards the banks services should be measured and expectations about the services of their banks must be satisfied.The proposed study covers the issues related with the measurement of service quality and record responses of the bank customers about the services of the Nationalized Banks in India.
Dr.H.C. Purohit Faculty Member Department of Business Economics VBS Purvanchal University Jaunpur, Uttar Pradesh	Avinash D.Pathardikar Faculty Member Department of HRD VBS Purvanchal University Jaunpur, Uttar Pradesh
Branding of Fuel by Indian Petroleum Industry and Its Impact (With Reference to the Branded Petrol)
India is becoming a global player. Government has and is deregulating various industrial sectors and is ending its monopoly. The liberalization process, which started in early 1990’s, has now placed India as a true global player in the global market. Name any industrial sector and the Indian people are ready to compete. Whether it is Information Technology or the Telecom sector, within a short span of time, the country has seen the emergence of an entirely new market category. A new area, which according to industry observers is setting trend in line with the global trends, is wherein petroleum companies are trying to build a loyal customer base by branding fuels. Generally fuels like petrol and diesel do not come under the category where there is much scope for product differentiation, and therefore branding of these products has been seen as a sea change in the Indian petroleum sector.
Dr.C.P.Gupta Assistant Professor Department of Management Hindustan Institute of Management & Computer Studies Mathura, Uttar Pradesh	Ms. Mitali Chaturvedi Lecturer Department of Management Sachdeva Institute of Technology Mathura,Uttar Pradesh
Retail Consumers Market in India- The Next Big Leap
Liberalization and a steady economic growth have driven a vast change in India. Till a few years ago, the Indian consumer was content with one channel of television – Doordarshan, a few retail stores in every city, one large national footwear chain – Bata, and the showrooms of various mills that retailed fabric. The scene is very different today, with malls, lifestyle stores, department stores and specialty stories, all vying for the customer’s attention. In a short span of a little over ten years, the market dynamics have changed phenomenally. The person driving this change is the consumer.India has been a nation of Dukandars – around 12 million retailers, more retail shops than the rest of the world put together. Retailing has been in our blood – as a shopkeeper or as a shopper. The business of retail in India has seen significant changes in the last few years. We have seen the emergence of new formats and the application of global concepts and constructs albeit with modifications to suit the Indian environment. It not only provides the Indian consumer a wide choice, but also represents a very large employment opportunity for people with diverse skill sets. Therefore this paper highlights the growth, demographic and consumer behavior, opportunities, challenges and emerging trends in retail consumer market.
Dr.M.Anbalagan Reader & Head PG & Research Department of Commerce & Business Admn Voorhees College Vellore,Tamil Nadu	V.Gunasekaran Lecturer Department of Commerce & Business Administration Voorhees College Vellore, Tamil Nadu
A Study on Brand Preferences of Washing Soaps in Rural Areas
India's rural markets have seen a lot of activity in the last few years. Since penetration levels are pretty high in most categories, future growth can come only from deeper rural penetration. Rural marketing has become the latest marketing mantra of most FMCG majors. True, rural India is vast with unlimited opportunities, waiting to be tapped by FMCG majors. To gain advantage of this, the Indian FMCG sector is busy putting in place a parallel rural marketing strategy. FMCG majors are aggressively looking at rural India since it accounts for 70% of the total Indian households.Today, India has a diverse range of detergents available off the shelf. The annual consumption of detergents in India ranges to thousands of tonnes. The formal sector with its increasing ability to influence consumers via advertisements is expanding its market share aggressively. The detergent market has evolved into a highly competitive one where myriad brands vie with each other to get the customers' attention. Each brand claims to clean whiter, boasting of technologically dubious terms such as fighting granules, power pearls, etc. This study aims at finding the factors influencing the rural customers to prefer a particular brand in detergent soaps. This study concludes with suggesting the strategic framework for Marketers to win over the hearts of the rural customers.
Dr.C.Anandan Director Sardar Vallabhai Patel Institute of Textile Management Coimbatore, Tamil Nadu	M.Prasanna Mohan Raj Lecturer Bharathidasan Institute of Mgmt Tiruchirappali Tamil Nadu Mr.S.Madhu Business Analyst Satyam Computer Services