Indian Journal of Marketing March 2005

Volume XXXV • Number 3 • March 2005

Opportunism In Distribution Channels
In an organization, distribution function satisfies the utilities like place, form, time and cost. In order to maximize these utilities, functioning of the channels of distribution should be effective and intermediaries like wholesalers, distributors, and retailers should work collectively and unidirectional. Organizations have to be built with little or no gaps in the distribution system. Gaps would possibly lead to intermediaries becoming opportunistic and thus shirk or free ride. In order to check the opportunistic behaviour, understanding intermediaries on behavioral front in addition to the systems and structures in control would be a logical step. Researchers and industry are continuously undertaking numerous studies in order to read the opportunistic behaviour of the intermediaries, its causes and consequences.
G. Sridhar Fellow Student Institute of Rural Management Anand, Gujarat
Condition your Organisation with Knowledge Management and Managerial Excellence
Organisational concepts and strategies suggested by the classical organisational theorists have become obsolete with a turnaround in the organisational philosophies driven by the liberalisation, globalisation and privatisation. The concept of organisation as open dynamic systems replaced all functional organisation structures with dynamic and contingent structures. Mere possession of quantitative resources does not automatically ensure efficiency and effectiveness in modern organisations. This is not an exception to human resources even. While it is true that human resources alone provide utility to organisational resources, managerial personnel provide direction and guidance to the rest of human resources. Days were in dreams when it was believed that persons with qualities like intuition, wisdom, attractive personality, decision-making ability, controlling power etc., only become managers. Interestingly the reality is that mangers are not born, but made. In the context of growth in the management education, the world renowned management expert Peter F. Drucker has stated that managers are scarcest resource and hence to be used optimally to attain excellence. Developing professionalism by knowledge management and managerial excellence are the order of the day.
Dr. V. V. SUBRAHAMANYA SHARMA Associate Professor Department of Commerce and Business Management Kakatiya University WARANGAL drsharvani@yahoo.co.in drsharvani@rediffmail.com	Mr. RAVI KUMAR JAIN RESEARCH SCHOLAR Asst. Professor Badruak college PG center Hyderabad
Impact Of Effective Advertisement On Consumer Attitude
Advertisement, which is a crux of any market economy, plays a pivotal role in the economic progress of a nation. Even the erstwhile socialist nations no longer consider advertisement as a taboo rather they are veering round to the view that it is an indispensable component of any sales promotion measure with its benefit spreading over a long period of time. Advertising is indeed the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. Advertisements have become the part of life for everyone as a listener through some media or other. In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Under this situation, efficacy of the manufacturers, marketers and advertisers is tested in churning out advertisements, matching the expectations of the consumers, which may gradually bring about desired attitudinal changes in them.
Dr. F. R. Alexander Pravin Durai Reader in Commerce St. Joseph's College Tiruchirappalli Tamil Nadu
Rural Tourism Marketing – A Strategy For Global-Local Linkage
Realizing the potential of ‘tourism’ in the economic development as well as revenue generating powers of the country, the government has accorded industry status to its tourism sector. Tourism is world’s largest legitimate service industry that has multifactured activities, which are closely associated with global-local linkage. In the era of all pervading globalization, competition, core competence and outsourcing, for many developing countries, tourism has many potential benefits for rural areas also since jobs in the tourist industry often do not require advanced training, local men with few skills can readily work as food servers, retail clerks and hospitality workers. In addition, farmers growing fresh produce can take advantage of tourism to establish direct marketing channels for ready-to-eat products, which may also serve as outlets for processed foods such as jams, jellies, breads and preserves.
Dr. G. GANESAN Reader in Commerce Periyar Arts College Cuddalore	Dr. K. CHANDRA SEKAR RAO, Head, Dept. of Commerce Pondicherry University Pondicherry
Growth And Evalution Of Washing Machine Industry In India
Washing machines made their mark in the Indian market in the eighties. Videocon was the first company in India to introduce washing machines. Over the years, it has remained market leader, with an overall market share of 35%, by adopting flexible strategies. Initially, the challenge was to wean away homemakers from their traditional methods of washing clothes. But then, owing to high prices, the market appeared to be limited only to upper income urban households. The 1990s saw a change in the socio-economic scene in the country. Rapid economic growth, increase in the number of workingwomen, changing lifestyles and higher asprational levels with exposure to satellite television and easy consumer finance meant that demand for consumer goods rose phenomenally.
Dr. D. Raghunatha Reddy Associate Professor School Of Management Studies JNT University Kukatpally, Hyderabad, Andhra Pradesh	N. Sivakumar MBA 4th Semester Student School Of Management Studies JNT University Kukatpally, Hyderabad, Andhra Pradesh nshivakumar_20@yahoo.co.in
Marketing Operations Of Himachal Apples – An Overview
Apple is one of the oldest fruit known to man. Apples are bring produced in India for nearly half a century, but their production has increased rapidly only after 1960’s, mainly on account of excessive cultivation. Apple production is mostly confined to the northern states of Jammu & Kashmir, Himachal Pradesh and Uttar Pradesh. The annual production of apples in the country is now estimated at nearly a million towns. At present, apples are sold in every nook and corner of country and are available even in the remote villages.
Dr. Jai Singh Parmar Assistant Professor Institute of Management Studies H.P. University Shimla
A Study On Consumer Behaviour In The Marketing Of A Household Appliance In Chennai City Of Tamilnadu State
An analysis of the consumer behaviour is the first and foremost requirement for the successful formulation and implementation of marketing strategies. The study of consumer behaviour involves the process of identifying a) when consumers purchase b) what they purchase c) where they purchase d) how much they purchase e) their buying habits and motives etc. For marketers, it is important to be sufficiently well versed in the field of consumer behaviour so that they may make meaningful contribution to the development of marketing strategies.
DR. D. VENKATARAMA RAJU Reader Post Graduate and Research Department of Commerce Pachaiyappa’s College Chennai	S. SARAVANAN Ph.D. Research Scholar Post Graduate And Research Department Of Commerce Pachaiyappa’s College Chennai
Consumer Behaviour and Awareness with special reference to Edible Oil users – A study
Edible oils, as an important item of consumption, have rightly acquired considerable importance all these days. Being an essential food item for general populace, its importance can be gauged from the fact that it is used all over the world, as a major source of Nutrition for the human beings. Oils are used in the form of raw oils, refined and vanaspathi constituting 15 to 20 per cent of the consumers monthly budget. In this context the productivity of edible oil has assumed vital relevance to the economy of the world in general and the country’s economy like India in particular. Besides, oil industry has become a major organized sector with over 100 units in operation all over the country providing direct or indirect employment to over a million people.
A. V. Ramana Associate Professor Department of Commerce S.K. University Anantapur	P. Viswanath Research Scholar Department of Commerce S.K. University Anantapur