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

   Volume 45 • Number 7 • July 2015

A Study and Assessment of Selected Elements of the Visual Aspects of Collectible Chocolate Packaging with the Use of the Eye - Tracking Method
Indian Journal of Marketing, 45(7), 7 - 18
The visual aspect of packaging is a very important carrier of a specifically encoded market communication system. It is a certain form of a “language” that should lead to attracting the consumer's attention to a product, then decode the message, generate interest, trigger a purchase decision, and leave a long-lasting positive connotation. The aim of this study was to analyze the consumers' perception regarding the visual aspects of selected chocolate collectible wrappers with the use of the eye-tracking method. The subsidiary aim was to examine the reactions and acceptance of modern consumers to the visual aspects of the chocolate wrappers offered in the market in the 1970s and 1980s of the 20th century - a time when graphic designs were not directly connected with a product.
Keywords: packaging, visual aspect of packaging design, eye-tracking, consumer behavior, neuromarketing
Paper Submission Date : October 24, 2014 ; Paper sent back for Revision : March 15, 2015 ; Paper Acceptance Date : April 20, 2015
1 Ankiel-Homa, M. (2012). The value of the communication unit packages (pp. 22-30). Poznan : University of Economics Press.
2 Cholewa-Wójcik, A., & Świda, J. (2015). Perceptions of packages through the prism placed on them graphic elements - analysis using eye-tracking method. Opakowanie, 3, 75-80.
3 Ciechomski, W. (2008). Packaging as a promotion instrument. Log Forum, 4 (4), 1-9.
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6 Gelici-Zeko, M. M., Lutters, D., Klooster, R. t., & Weijzen, P. L. G. (2012). Studying the influence of packaging design on consumer perceptions (of dairy products) using categorizing and perceptual mapping. Packaging Technology and Science, 26 (4), 215-228. DOI: 10.1002/pts.1977
7 Hill, D. (2010). Emotionomics : Leveraging emotions for business success. Poznan : Rebis Press.
8 Kauppinen-Räisänen, H. (2014). Strategic use of colour in brand packaging. Packaging Technology and Science, 27 (8), 663-676. DOI: 10.1002/pts.2061
9 Lisińska-Kuśnierz, M., & Ucherek, M. (2006). Packaging in consumer protection (pp. 17-25). Cracow : University of Economics Press.
10 Ou, L.- C., Luo, M. R., Woodcock, A., & Wright, A. (2004). A study of colour emotion and colour preference. Part I: Colour emotions for single colors. Color Research and Application, 29 (3), 232-240. DOI: 10.1002/col.20010
11 Pradeep, A.K. (2010). The buying brain: Secrets for selling to the subconscious mind. New Jersey : John Wiley & Sons.
12 Singh, S. (2006). Impact of color on marketing. Management Decision, 44 (6), 783-789. DOI : http://dx.doi.org/10.1108/00251740610673332
13 Suero, M. I., Pardo, P.J., & Perez, A.L. (2010). Individual differences in colour vision. In D. Skusevich & P. Matikas (Eds.), Color perception: Physiology, processes and analysis, Neuroscience Research Progress Series . New York : Nova Science Publishers.
14 Świda, J. & Kabaja, B. (2013). The use of neuromarketing techniques to study the perception of product packaging. Marketing i Rynek, 11, 26-30.
15 Szczymczak J., & Ankiel-Homa, M. (2007). Packaging in marketing activities of companies (pp. 91-105). Poznan : University of Economics Press.
16 Terwogt, M. M., & Hoeksma, J. B. (1995). Colors and emotions: Preferences and combinations. The Journal of General Psychology, 122 (1), 5-17.
17 Wright R.D., & Ward, L.M. (2008). Orienting of attention. New York : Oxford University Press.
Agnieszka Sylwia Cholewa-Wójcik
Packaging Department, Cracow University of Economics, Rakowicka 27 St., 31-510 Cracow, Poland.
Jarosław Świda
Packaging Department, Cracow University of Economics, Rakowicka 27 St., 31-510 Cracow, Poland.
Green Marketing : The New Strategic Imperative by Firms in India
Indian Journal of Marketing, 45(7), 19 - 34
The world has now become a single stage, and we are now moving forward with a common goal of protecting the environment and attaining sustainable development. The green marketing philosophy is getting stronger among the masses, and this attitude of the consumers has forced the business fraternity to rethink and plan their strategies to do their businesses in a more innovative and environmentally friendly way. This has forced the industries to adopt ways and means to sell out their products by way of attracting customers by putting eco-labels and making products more of environmentally friendly in nature. This paper attempted to review green marketing in the Indian context and covered a comprehensive review of literature. Through some examples, it goes on to unearth Indian experiences of green marketing so far. This paper also highlighted future prospects of green marketing in India, and the benefits & stability that it can provide to the society.

Keywords: green marketing, economy, social, environment, opportunities, challenges, sustainable development

Paper Submission Date : May 5, 2014 ; Paper sent back for Revision : November 3, 2014 ; Paper Acceptance Date : February 23, 2015

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Kanak Tara
Junior Research Fellow (JRF)
Dept. of Management Studies
Indian School of Mines
Dhanbad-826 004, Jharkhand.

Saumya Singh
Associate Professor
Dept. of Management Studies
Indian School of Mines,
Dhanbad-826 004, Jharkhand.

Ritesh Kumar
Central Institute of Mining and Fuel Research (CSIR)
Barwa Road, Dhanbad-826 015
Product Placement in Movies : Relationship Between Beliefs Towards Product Placement and Usage Behavior
Indian Journal of Marketing, 45(7), 35-47
Product placement (PL) in movies is an emergent media vehicle for promoting brands and products. It is receiving a great deal of attention from both academicians and media persons. This paper presented an exploratory quantitative study that reports the beliefs of 163 college going students towards the practice of product placements and links them with product usage behavior. The study suggests that some beliefs are very useful in predicting the usage behavior and can be used potentially by marketers. A very limited number of studies have tried to explore this relationship in the past.
Keywords :  product placement in movies, beliefs about product placement, behavior, advertising
PPaper Submission Date : July 13, 2014; Paper sent back for Revision : February 2, 2015 ; Paper Acceptance Date : March 15, 2015
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3 Choubey, V., & Bumb, R. (2013). Promotion using product placement in movies: Perception of rural and urban Indian audience. Indian Journal of Marketing, 43 (4), 35-41.
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12 Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues & Research in Advertising, 20 (2), 31-49. DOI:10.1080/10641734.1998.10505081
13 Karrh, J.A., Frith, K. T., & Callison, C. (2001). Audience attitudes towards brand (product) placement: Singapore and United States. International Journal of Advertising : The Review of Marketing Communications, 20 (1), 3-24. DOI:10.1080/02650487.2001.11104874
14 Kaur, B (2014). Product placement in movies: The Bollywood experience. Global Journal of Finance and Management, 6 (1), 53-58.
15 Kureshi, S., & Sood, V. (2009). In film placements of product brands in Hindi films: Practices & preferences. South Asian Journal of Management, 19 (2), 37-59.
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18 Morton, C. R., & Friedman, M. (2002). "I saw it in the movies" : Exploring the link between product placement beliefs and reported usage behavior. Journal of Current Issues & Research in Advertising, 24 (2), 33-40. DOI:10.1080/10641734.2002.10505133
19 Nebenzahl, I. D., & Secunda, E. (1993). Consumers' attitudes towards product placement in movies. International Journal of Advertising, 12 (1), 1-11.
20 Nelli, R. P. (2009). Italian young people's attitudes toward product placement in movies: A cross cultural comparison of product placement acceptability. Communicative Business, 2, 58-85.
21 Nelson, M.R., & Devanathan, N. (2006). Brand placements Bollywood style. Journal of Consumer Behavior, 5 (3), 211-221. DOI: 10.1002/cb.173
22 Panda, T.K. (2004). Effectiveness of product placements in Indian films and its effects on brand memory and attitude with special reference to Hindi films. The IUP Journal of Marketing Management, August , 42-56.
23 Sharma, S., Chadha, S. K., & Goyal, B. B. (2014). Product placement effectiveness in a Bollywood movie with debutant actors: A case study. Indian Journal of Marketing, 44(11), 22 -35.
24 Sung, Y., de Gregorio, F. d., & Jung, J. - H. (2009). Non - student consumer attitudes towards product placement : Implications for public policy and advertisers. International Journal of Advertising : The Review of Marketing Communications, 28 (2), 257-285. DOI:10.2501/S0265048709200564
Ishtiaq Hussain Qureshi
Assistant Professor
The Business School
University of Kashmir
Srinagar - 190 006
Jammu & Kashmir.


Maleeha Gul
Assistant Professor
Department of Management Studies
University of Kashmir North Campus
Jammu & Kashmir

Permission Marketing : An Analysis with Reference to Banking Promotional E-mails
Indian Journal of Marketing, 45(7), 48-55

Permission marketing is a strategy which utilizes e-mail and mobile technology to send consumers information that they have agreed to receive. It seeks permission from the consumer to receive marketing messages. In short, customers volunteer to be marketed to. Permission marketing aims to build a customer group with a high-interest level by sending certain types of marketing information only to those who have specifically requested it. Banks require permission from customers before sending e-mails. Customers assess the behavior of banks and make a judgment about the integrity of a bank. The results of the present study revealed the factors which affected the permission given by customers to banks for sending promotional e-mails. The importance of the paper lies in the fact that it sheds light on the factors which affected the grant of permission based e-mails, the findings of which are presented in this paper. This research paper has implications for both academicians and the different practitioners who include bank marketers, especially practicing e-mail marketers in various capacities.

Keywords: permission, permission marketing, banks, bank marketing , e-mail marketing
Paper Submission Date : March 6, 2015 ; Paper sent back for Revision : May 5, 2015 ; Paper Acceptance Date : May 20, 2015
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8 Kumar, V., Zhang, X., & Luo, A. (2014). Modeling customer opt-in and opt-out in a permission-based marketing context. Journal of Marketing Research, 51 (4), 403-419. doi: http://dx.doi.org/10.1509/jmr.13.0169
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Nimit Gupta
Associate Professor
Fortune Institute of International Business
Plot No. 5, Rao Tula Ram Marg
Opp Army R&R Hospital
Vasant Vihar, New Delhi - 57.