Indian Journal of Finance | Prabandhan: Indian Journal of Management | Arthshastra: Indian Journal of Economics & Research

   Volume 44 • Number 7 • July 2014

Factors Affecting Brand Trust: An Exploratory Investigation Among Indian Retail Consumers
Indian Journal of Marketing, 44(7), 7 – 17
Retailers aim at building brands that can command loyalty and win the trust of consumers. The valuations of brands undertaken by Interbrand shows that brands like Coca-Cola, Microsoft, Wal-Mart, and so forth are valued at sums larger than their turnovers. However, all brands do not succeed in becoming highly valued brands. When it comes to succeeding with branding, one of the key aspects of branding has been winning the 'trust' of consumers. This paper sets out to focus on the various aspects that engender brand trust among consumers of organized retail stores in India through a survey of consumers and elucidates the factors retailers need to manage to enable brand trust. We collected data from 260 shoppers by using 16 variables. The collected data were subjected to exploratory factor analysis (EFA) with principal axis factoring. The findings indicate that the retail consumer brand trust in India is influenced by four factors - Customer Commitment, Reliability, Reputation, and Retail Environment. The managerial implications of the present study are that retailers need to adopt strategies that evince customer commitment and a very good shopping ambience if they wish to engender brand trust and create a large base of loyal customers.
Keywords: brand trust, retailers, customer commitment, retail environment, brand loyalty, valued brand, branding

Paper Submission Date : February 5, 2014 ; Paper sent back for Revision : March 5, 2014 ; Paper Acceptance Date : April 17, 2014
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Rajesh Panda
Symbiosis Institute of Business Management Bengaluru (Constituent of Symbiosis International University (SIU))
#95/1, 95/2, Electronics City, Phase-1, Hosur Road
Bengaluru- 560 100.
director@sibm.edu.in , rajeshpanda.80@gmail.com
Biranchi Narayan Swar
Associate Professor-Marketing
Symbiosis Institute of Business Management Bengaluru (Constituent of Symbiosis International University (SIU))
#95/1, 95/2, Electronics City, Phase-1, Hosur Road
Bengaluru-560 100.

Kaushik Mukerjee
Professor, Symbiosis Institute of Business Management (Constituent of Symbiosis International University (SIU))
Symbiosis Knowledge Village, Gram: Lavale via Sus Road
Tal: Mulshi, Dist. Pune - 412 115.
kaushikmukerjee@sibm.edu , kaushikmukerjee@gmail.com
Factors of Product Customization for the 1200cc Passenger Car Segment: An Empirical Study in Central India
Indian Journal of Marketing, 44(7), 18 -29

Increasing competition in the automobile market has put a great challenge before car companies to cater to the specific needs of the customers in order to remain in business. The growing competition also requires frequent innovations in the industry. High cost associated with frequent innovations may cause big setbacks to these companies if any new launch of a passenger car model fails to attract the customers' attention. A precise model specification, catering to the needs and aspirations of the customers, is ,therefore, required. This paper is an effort to find out the factors that help the companies to customize their products as per varied customer needs, categorized on the basis of their socioeconomic classes such as age, city, occupation, income group, and their present car ownership status. The study investigated selected twenty variables as determinants of the customers' choice for the selection of a 1200cc car. Factor analysis (on the influencing variables) out of the said twenty variables was applied to the respective categories of customers. The analysis found varying factors that contributed differently in the customers' choice while selecting a 1200cc car. Considering these factors and their contribution, the passenger car companies, especially in the 1200cc segment, can incorporate appropriate specifications for innovation in their products.

Keywords: passenger car segment, factor analysis, product customization, automobile industry
Paper Submission Date : October 25, 2013 ; Paper sent back for Revision : February 7, 2014 ; Paper Acceptance Date : March 1, 2014
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Neeraj Kumar Jain
Assistant Professor
Industrial and Production Engineering Department
Shri Govindram Seksaria Institute of Technology and Science (SGSITS)
23, Park Road, Indore
Madhya Pradesh.
G. D. Thakar
Associate Professor
Industrial and Production Engineering Department
Shri Govindram Seksaria Institute of Technology and Science (SGSITS)
23, Park Road, Indore, Madhya Pradesh.
Used Durables and Online Buying: An Attitudinal Study of Indian Youth
Indian Journal of Marketing, 44(7), 30 -47
The present paper is an empirical paper based on an online survey conducted in the first quarter of the year 2013. Preliminary findings were presented at an international conference in the last quarter of 2013, and changes were made based on suggestions received from the co-delegates. The study attempts to investigate the attitude, perception, and motivation of Indian youth, especially management students, regarding their adoption of a distinguished selling/ buying online platform for used laptops through a consumer to consumer discount e-commerce portal. With an exploratory research design, this paper uses multivariate analyses to draw perceptual mapping of the proposed portal vis-à-vis other e-commerce sites. It simulates a business model with an integrated value chain from acquisition and selling of used laptops at a discounted price to a value added after sales/ post purchase service in a committed manner. A focus group discussion was carried out initially among the sampling units from the sampling frame of a management college to understand the antecedents. Based on the findings, a questionnaire was developed and pre-tested through a survey design. Across its two stages, the research used both exploratory and descriptive design in sequence. The second part of the research helps in conceptualizing an optimum marketing mix, and explaining differentiation and positioning variables for the commercial launch of such a venture. However, the current paper discusses only the first part of the study.
Keywords : consumerism, performance marketing, disposal behavior, consumer adoption, e-commerce
Paper Submission Date : December 17, 2013 ; Paper sent back for Revision : April 3, 2014 ; Paper Acceptance Date : May 5, 2014
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Surjit Kumar Kar
Assistant Professor - Marketing & Strategy Area
IBS Hyderabad, Donthanapally, Shankarapalli Road
Hyderabad- 501 203.

Monalisa Bhoi
Student, MBA-II, IBS Hyderabad
Donthanapally, Shankarapalli Road, Hyderabad- 501 203.

A Study on the Impact of Infrastructure Elements on Aspiring Home Buyers in the National Capital Region
Indian Journal of Marketing, 44(7), 48 - 59
While the most decisive factor for purchasing residential real estate has largely been location, location, and location, there are other factors such as price, amenities, and the developer repute, that also prove to be decisive for a potential home buyer in making the final choice. However, in the current scenario, elements such as water, energy, transportation, and other variables have assumed considerable significance for the prospective clients seeking to purchase a place to dwell in. This present scenario is largely attributed to the fact that certain premium townships across India, which were once most sought after in the initial stages of launch, post handover, the end users had multiple grievances pertaining to their surrounding support systems such as road, electricity, health care, and so forth. This set of interrelated support systems that makes life easier and contributes to the functioning of the society and its activities is termed as infrastructure. The simplified definition of infrastructure is that it is a framework under which various systems and their components operate and deliver service to the end users. Human beings, over a period of time, have created support frameworks in order to sustain themselves in and around their dwellings. From establishing living spaces in and around sources of food and water, in the present times, accessibility and proximity to places of work have taken precedence. Thus, an assessment of the findings of the study throws light on why infrastructure is slowly becoming a high-priority factor in influencing the home buyer's mindset.
Keywords: community, developer, fuel, government, infrastructure, livability, power, public - private partnership, society, sustainability, water
Paper Submission Date: February 10, 2014 ; Paper sent back for Revision : April 12, 2014 ; Paper Acceptance Date : May 6, 2014
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Rashi Mittal
Assistant Professor, School of Business Management
Noida International University, Yamuna Expressway
Gautam Budh Nagar, Uttar Pradesh.
Ananta Singh R.
PhD Research Scholar, Noida International University
Yamuna Expressway, Gautam Budh Nagar, Uttar Pradesh.