Volume XXXVIII • Number  7 • July  2008

An Attractiveness of Sarawak as Ecotourism Destination: An Overview of Natural Based Market Segment

Number of researchers elaborated ecotourism into few major principles: interest in nature; education and study; enjoyment and appreciation; culture; contributes to conservation; benefits local people; non-consumptive; and sustainable. There is a growing consensus that ecotourism consists of three basic criteria: natural and cultural attractions, educational or learning experiences and environmental, economic and socio-cultural sustainability (Blamey 1997, Weaver 2001). Thus, the main objective of this study is to review the ecotourism in Sarawak, mainly based on three factors of nature-based market segment: natural and cultural attractions; educational and learning experiences; and environment, economic and socio-cultural sustainability.

International Advertising Strategy:Standardization or Adaptation?

Advertising is one of the most critical elements of communication mix of a company and it plays very important role in building brand image. The power of successful transfer of promotion campaign around the globe is a considerable advantage of a globally oriented company in term of competitiveness. As world is witnessing globalization where business is expanding beyond the national boundaries, companies started viewing the whole world as a single market. Multinational companies very often face the trouble of whether to, up to what extent and in which way advertising should be adopted or changed before deploying a particular advertising message in the diverse international market. That is, under what situation international advertising campaign should be standardized or customized, and up to what extent? This is a Conceptual paper which aims at explaining rationale behind a particular approach of international advertising. This paper also talks about different situations which make a particular advertising approach successful across the countries.

Kunal Gaurav
Associate Professor(Marketing)
David Memorial Institute of Management
Secunderabad,Andhra Pradesh
kunalgaurav4u@yahoo.co.in

A Study on Export Performance of Dry Chillies and Its Products from India

Chillies are mainly traded in dried or powdered (ground) form and exported to developed countries such as USA and other Western European countries. In Karnataka Chilli (capsicum annum .L) is one of the most important commercial crops. A number of varieties are grown for the purpose of vegetables, spices, condiments, sauce and pickles. Besides, the red mature pimento pepper (C. annum) the small-fruited varieties are grown and used for their decorative purpose. The growth rates both in quantity and value of exports in dry chillies found to be increased significantly during study period (1960-61 2004-05). The growth in value of exports was higher than its quantity due to higher of unit value for the commodity. The nominal protection coefficients (NPC's) indicated that India is more competitive in the export of dry chillies owing to its suitable agro-climatic conditions and cheap labour.The United States of America (USA) and Malaysia were found to be highly loyal markets for Indian chilli as indicated by the retention of their previous shares of dry chillies exports from India by more than 39 and 41 per cents, respectively. Similarly, Srilanka was emerged as a major market for the Indian chillies.

Dr.Basavaraj Banakar
Faculty
Institute of Management Studies
and Research,Hubli
Karnataka
 

Mushroom Making- Profitable Agribusiness in Pune District of Western Maharashtra - A Case Study

Mushroom industry in India is developing fast especially cultivation of white button mushrooms and processed mushrooms. World production of mushrooms is 55 million MT (2006-07) but India contributes only 55,000 MT and stands nowhere in the world mushroom map. Punjab topped all other state in mushroom production. Mushroom cultivation has spread to almost all parts of the country. Production of mushroom in Maharashtra state is also increasing very fast. This crop required less space and water but the productivity per unit area is more. Generally in about 45 % of mushrooms produced are consumed in the fresh form. The rest of the 55 % is processed with 5 % in the dehydrated form and 50 % in canned form. This is because their self life in the fresh form is very short. Hence mushrooms are traded in the world market mostly in the processed form. Keeping in view the increasing demand of fresh white button mushroom as well as processed mushroom due to globalization and open Indian economy, a large scale ownership based mushroom production and processing unit viz, “Eco Valley Farms & Foods Ltd, Pune.” was selected for the study. The analyzed data on cost and returns from fresh mushroom production, marketing cost, margin and price spread, profitability of processing unit for the year 2006-07 have been presented. The main objectives of the studies are to estimate per unit cost of production, to analyze the marketing cost, margins and price spread and work out the profitability of the unit year.

Children in India have become most influential agents in the family purchase decisions and television the most popular medium to communicate with them. It is therefore important to understand their television viewing habits to enable marketers and advertisers reach out to them in a better way. This study focuses on understanding the television viewing behaviour of Indian kids. The research indicates that television watching is the most favourite activity among kids and they prefer watching television over playing, reading, socializing and studying but they do not like watching advertisement on television. Average television viewing time varies from 1.20 hours (School days) to 2.47 (Non – school days).

Marketing Practices and Problems of Cotton Cultivators in Virudhunagar District

Agricultural marketing involves in its simplest form -buying and selling of agricultural products. In modern marketing, the agricultural produce has to undergo a series of transfers or exchanges from one hand to another before it finally reaches the consumer.To sustain the pace of growth adequate marketing infrastructure, conductive policy environment and relevant mechanism for articulating the technological need of producers and processors needs to be organized.The present study is very helpful to know the marketing condition of cotton in Virudhunagar district. This study includes the problems faced by the cotton cultivators and hence it is very creditable to know the marketing structure of cotton..

Dr.R.Eswaran
Lecturer in Commerce
AKCAS,Kalasalingam University
Krishnan Koil-626190
 

Relationship Marketing: A Conceptual Analysis

Since the beginning of the phenomenon of marketing, there have been many changes in the business scenario, practically and academically. Over a long period of time, different concepts and conceptions have come into being and have been replaced by some other ones, yet the two aspects that have remained unchanged are – marketer and customer. Marketer plans and directs all the efforts towards the customers, and they know it intrinsically that their survival and well-being are in the hands of the customer. This inter-relationship shapes the structure of an organization, society and economy. Though both the parties hold equal importance, yet the role of marketer is more or less reactive, and the centre stage is held by the customer.

                       Prof.Harbhajan Bansal
Director
Haryana School of Business
Guru Jambheshwar University of Science
& Technology,Hisar,Haryana
bansal_harbhajan@rediffmail.com

Expenditure Pattern of College Girls in Dindigul Town,Tamil Nadu- An Exclusive Study

In an increasing and competitive world of raising purchasing power, compulsion of dual income in families becomes important. Thereby in most of the families in India, both the spouses go to work place in order to uplift their family and to have a smooth running of a family. As a result, very less time is devoted to take care of their children. Most of the families in India are nuclear, since both the spouse are busy with their work; children take care of themselves by fulfilling their wants. Due to the lack of time, parents make the habit of giving pocket money to children to meet their expenses without depending on them. Children in such type of families have been given freedom of choice in purchasing; there is a chance of misusing the money. The study covers this aspect also.

                      Dr.N.Rajasekar
Prof & Head
Department of Business Admn
Thiagarajar College
Madurai,Tamil Nadu
drennar2000@yahoo.com

Women and Shopping- An Empirical Study of Bangalore City

Shopping is seriously catching up the top position in the women’s leisure time activity list in the metros. No longer shopping is a compulsory responsibility; rather it’s a ‘pleasure trip’ with a whole range of activities involving browsing, window-shopping, entertainment and excitement. For women, shopping has emerged as a perfect tailor made activity that suits their feminine role. Shopping has given them an opportunity for social expression, knowledge enhancement, skill development, confidence, and decision making role at the household level. As Sam Walton has revolutionized “Walmartization” in retailing, women are on their way to make “Womenization of shopping” as consumers. Today, women as a successful business executive of the home are spanning their decisions from pin to pictures for their family with pleasure. It is their seriousness and experiential shopping behavior that’s making them an expert shopper. Retailers must en-cash this opportunity by concentrating and tailoring their strategies to suit and satisfy these “spending engines” that are going to drive the economies of the world in the coming days.

                    Dr.V.Murugaiah
Professor & Dean
Faculty of Commerce
Institute of Management Studies
Kuvempu University PG Centre
Davangere,Karnataka
dr_murugaiah@rediffmail.com