Volume 45 • Number
10 • October 2015
Family Communication Patterns and Children's Influence on
Indian Journal of Marketing, 45(10), 7 - 22
Traditionally, children were not viewed as consumers. They
were perceived as learners who learnt from various
socialization agents how to become consumers. The social,
cultural, and economic changes in the past few decades have
redefined the role of children in family purchase decisions.
Children’s influence on purchase decisions has been
acknowledged by the research fraternity. The paper
specifically explored the effect of family communication
patterns on children’s influence on purchase decisions.
Through hierarchical regression, empirical findings were
Keywords: reverse socialization, consumer socialization,
children, India, family communication, product category
Paper Submission Date : December 2, 2014 ; Paper sent
back for Revision : May 7, 2015 ; Paper Acceptance Date :
June 6, 2015
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(2008). Does country-of-origin matter in the
relationship between brand personality and purchase
intention in emerging economies? Evidence from China's
auto industry. International Marketing Review, 25 (4),
||Wilkes, R. E., Burnett, J.
J., & Howell, R. D. (1996). On the meaning and
measurement of religiosity in consumer research. Journal
of the Academy of Marketing Science, 14 (1), 47-56.
||Yousaf, S., & Malik, M. S.
(2013). Evaluating the influences of religiosity and
product involvement level on consumers. Journal of
Islamic Marketing, 4 (2), 163-186.
||Zainudin, A. (2012). A
handbook on SEM: Structural equation modelling (4th
ed.). Kelantan: Universiti Teknologi MARA Press.
||Zolfagharian, M., Saldivar,
R., & Sun, Q. (2014). Ethnocentrism and country of
origin effects among immigrant consumers. Journal of
Consumer Marketing, 31 (1), 68-84.
Professor, Department of Business Administration, Faculty of
Economics and Management Sciences, International Islamic
University Malaysia, P.O. Box 10, 50728 Kuala Lumpur,
Student, Department of Business Administration, Faculty of
Economics and Management Sciences, International Islamic
University Malaysia, P.O. Box 10, 50728 Kuala Lumpur,
Faculty of Management, Multimedia University, Persiaran
Cyberjaya, Selangor 63100, Malaysia.
Extent of Service Quality in Commercial Banks in Punjab
Indian Journal of Marketing, 45(10), 36-48
Commercial banks in India have experienced vital alterations
in their system. Liberalization, globalization, and
privatization provided banks with freedom, technology, and
improved internal systems, which help them to serve their
customers better. The purpose of this paper was to measure
the extent of service quality in commercial banks in Punjab.
The extent of service quality helps in filling up the gap
between expected and perceived service quality and gives a
wider picture to recognize the needs of the customers. The
SERVQUAL multi-item scale was used to measure the extent of
service quality in commercial banks in Punjab. The scale
consists of five parameters, that is, Tangibility,
Reliability, Responsiveness, Assurance, and Empathy. The
study conducted a comparative analysis of extent of service
quality in private and public sector banks in Punjab.
Primary data was collected from 200 top managers of private
as well as public sector banks. It was found that among all
the five factors of the SERVQUAL model, Responsiveness acted
as a dominant factor and had a greater impact on customers'
expected level of satisfaction and service quality.
Keywords : Service quality, customer satisfaction,
SERVQUAL, banking industry
Paper Submission Date : March 6, 2015 ; Paper sent back
for Revision : July 17, 2015 ; Paper Acceptance Date :
August 7, 2015
||Al-Tamimi, H.A. H., & Al-Amiri, A.
(2003). Analyzing service quality in the UAE Islamic
banks. Journal of Financial Service Marketing, 8 (2),
119- 132. DOI: 10.1057/palgrave.fsm.4770112
||Andaleeb, S.S., & Conway, C. (2006). Customer
satisfaction in the restaurant industry: An examination
of the transaction-specific model. The Journal of
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service quality. Journal of Retailing, 69 (1), 127-139.
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||Cronin Jr., J., & Taylor, S. (1992). Measuring
service quality: Reexamination and extension. Journal of
Marketing, 56 (3), 55-68. doi: 10.2307/1252296
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free banking on overall satisfaction: The use of
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(2014). The relationship between service quality and
customer loyalty in specialty super markets: Empirical
evidence in Vietnam. International Journal of Business
and Economics Research, 3 (5), 178-186. doi:
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Service quality evaluation by service quality
performance matrix. Total Quality Management & Business
Excellence, 14 (1), 79-89. DOI: 10.1080/14783360309706
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Customer preferences towards service industry: A
factorial study of restaurants. Indian Journal of
Marketing, 40 (1), 34 - 37, 48.
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service quality for U.S. and Korean customers of
discount stores – An exploratory study. Journal of
Services Marketing, 16 (3), 223-237. doi:
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Service quality delivery and its impact on customer
satisfaction in the banking sector in Malaysia.
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banking: The experience of two British clearing banks.
International Journal of Bank Marketing, 14 (6), 3-11.
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(1988). SERVQUAL: A multiple-item scale for measuring
consumer perceptions of service quality. Journal of
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service quality in the public sector : The potential for
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customer loyalty perspectives on two levels of retail
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Research Scholar, School of Business, Lovely
Professional University, Jalandhar, Punjab.
Professor and Head, School of Business, Lovely
Professional University, Jalandhar, Punjab.
Exploring the Relationship Between Demographic Factors
and Consumers’ Buying Behaviour Towards Cause - Based
Marketing: An Assessment Study
Indian Journal of Marketing, 45(10), 49-61
Cause - related marketing has been gaining strength for the
last two decades not only in the Western world, but across
the globe. Since its advent in the USA, it has been growing
continuously in Europe and other developed countries as
well. This marketing strategy is slowly penetrating into the
markets of developing countries and has the potential to
become a driving force in the field of social marketing.
Companies cannot hope to succeed in another country simply
by applying the successful model of a different country.
Corporations need to have country-specific data of
consumers' opinions so that they can come up with
appropriate marketing strategies. Since the contribution to
the cause is directly related to the sales and profit,
consumers can sometimes be sceptic about the companies'
motives behind these strategies or choose to support them
too. However, at the end, these strategies are extremely
crucial in creating a pragmatic approach in luring the
customers' choice in an extremely competitive environment.
Using a survey method, the paper attempted at evaluating
customers' opinion regarding cause - related marketing by
analyzing three measures: perception of customers, image of
a company, and intention of customers when purchasing CRM
Keywords: cause marketing, gender, consumer behaviour
Paper Submission Date : June 5, 2015 ; Paper sent back
for Revision : July 8, 2015 ; Paper Acceptance Date :
September 1, 2015
||Anuar, M. M., Omar, K., & Mohamad, O.
(2013). Does skepticism influence consumers intention to
purchase cause-related products? International Journal
of Business and Social Science, 4 (5), 94 - 98.
||Bennett, R., & Sargeant, A. (2005). The
non-profit marketing landscape: Guest editors'
introduction to a special section. Journal of Business
Research, 58 (6), 797 - 805.
||Brønn, P. S., & Vrioni, A. B. (2001).
Measuring Norwegians' skepticism to cause related
marketing. European Marketing Association Conference.
Bergen, May 2001. Retrieved from
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W. (2012). Goodwill hunting? Influences of product-cause
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||Cui, Y., Trent, E. S.,
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marketing: How generation Y responds. International
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Cause-related marketing appeals in advertising: Do they
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Factors influencing green purchasing behaviour:
Empirical evidence from the Lebanese consumers. Journal
of Consumer Behaviour, 13 (3), 188-195. DOI:
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Cause related marketing : Impact of size of corporate
donation and size of cause-related promotion on consumer
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||Gadhavi, D., Shukla, Y. S., & Patel, J.
D. (2014). Moderating role of cause related marketing
campaign between attitude towards products and purchase
intention: An experimental analysis. Indian Journal of
Marketing, 44 (3), 35-42.
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(2003). A study on the effect of cause-related marketing
on the attitude towards the brand: The case of Pepsi in
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The transformative potential of marketing from the
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M. (2013). Factors impacting responses to cause-related
marketing in India and the United States : Novelty,
altruistic motives, and company origin. Journal of
Business Research, 66 (3), 364-373.
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cross-cultural comparison of consumer attitudes toward
cause-related marketing. Social Marketing Quarterly, 9
||Mishra, H. G., Sinha, P. K., Singh, S.,
& Koul, S. (2013). Impact of consumer social
responsibility and brand social responsibility image on
brand loyalty. International Journal of Management and
Business Research, 3 (4), 297-309.
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marketing. Indian Journal of Marketing, 38 (10), 10-18,
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M.A. (1992). Consumer perceptions of organizations that
use cause - related marketing . Journal of Academy of
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Patterson, L. T. (1991). Tactical considerations for the
effective use of cause - related marketing. Journal of
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Consumer attitudes towards the future and some purchase
patterns. Journal of Consumer Behaviour, 4 (6), 407-419.
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Donations to charity as purchase incentives: How well
they work may depend on what you are trying to sell.
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S. (1997). A proposed model of the use of package claims
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Cause-related marketing: A coalignment of marketing
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Erez, M., (2003). On the robustness and the direction of
the effect of cause-related marketing. Journal of
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of consumer attitudes toward cause-related marketing.
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Senior Research Scholar (Doctoral Fellow), Department of
Management Studies, Indian Institute of Technology (IIT
Delhi), Hauz Khas, New Delhi-110 016 .
Assistant Professor of Marketing, Department of Management
Studies, Indian Institute of Technology (IIT Delhi), Hauz
Khas, New Delhi-110 016 .
B. Tech(Final Year), Chemical Engineering Department, Indian
Institute of Technology (IIT Delhi), Hauz Khas, New