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

   Volume 44 • Number 8 • August 2014

Attribute - Level Performance Dimensions of Airline Service Quality: A Factor Analysis Approach
Indian Journal of Marketing, 44(8), 7 – 20
The airline industry is facing heavy competition in the deregulated aviation market as a consequence of the emergence of low-cost airlines offering their services at prices unmatched with their rivals' legacy models. Henceforth, it is imperial for the service providers to know the relevant facets of airline service quality attributes that are perceived by regular passengers. This paper aimed to explore the underlying dimensions of airline service quality attributes perceived by the regular passengers travelling in full service carriers. The underlying dimensions of airline service quality attributes were explored through factor analysis using principal axis factoring method with direct oblimin rotation using SPSS. Three dimensions evolved from the study, they are: Employee performance specific factors, service network (schedule) performance specific factors, and in-flight service performance (travel comfort) specific factors. There existed an overall statistical validity of the measurement model established by conducting confirmatory factor analysis with structural equation modeling using AMOS. Perceived differences in factor dimensions among passengers of different categories were compared and implications were provided for the airlines.
Keywords: airline service quality, in-flight services, attribute-level performance, factor analysis, airline marketing, structural equation modeling

Paper Submission Date: April 12, 2014; Paper sent back for Revision: May 11, 2014; Paper Acceptance Date: June 9, 2014
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Joemon Pappachan
Assistant Professor
CIAL Academy (A venture of Cochin International Airport Ltd.)
Kochi Airport P.O., Aluva
Cochin - 683 111, Kerala.
Moli P. Koshy
Professor (Marketing)
School of Management Studies, Cochin University of Science and Technology
Cochin - 682 022
Aligning Core Brand Values (CBV) and Corporate Social Responsibility (CSR) to Enhance Corporate Brand Equity (CBE): A Non – Monetary Approach
Indian Journal of Marketing, 44(8), 21 -31

The present paper offers a practical approach for building or strengthening a corporate brand. An entirely “end-user focused” and “solely profit-maximization” perspective of conducting business may not be conducive for corporate brands in today's global economy, where consumers are environmentally and socially conscious. The concepts of, and relationship between, core brand values (CBV) and corporate social responsibility (CSR) are discussed. We proposed that compatibility between CSR and CBV - which satisfies multiple stakeholders without sacrificing financial viability of an organization - can promote an organization's corporate brand equity (CBE). We presented two propositions relating CBV and CSR and provided illustrations of companies where CSR activities are congruent with CBV. The unique contribution of this paper is the novel suggestion of enhancing CBE through compatibility between CBV and CSR.

Keywords: corporate branding, brand equity, core brand values, corporate social responsibility
Paper Submission Date: March 31, 2014; Paper sent back for Revision: May 5, 2014; Paper Acceptance Date : June 19 , 2014
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Shiva Nandan
Professor of Marketing
International Management Institute (IMI)
New Delhi - 110 016.
Monica Nandan
Interim Dean
Wellstar College of Health and Human Services
Kennesaw State University, Kennesaw, GA – 30144
Revisiting Marketing Strategies for MSMEs in the Resilient Business Environment
Indian Journal of Marketing, 44(8), 32 -42
The growth of medium, small, and micro enterprises has been the most significant feature of a planned economy. It has a unique advantage of providing high rate of employment opportunities with lesser capital investment. The MSMEs consider the design, development, branding, and positioning of the product as the most critical decision amongst all the strategic decisions to be made while designing marketing strategies. This paper attempted to investigate the influence of marketing strategies in determining the success of an enterprise while exploring market avenues for a small scale firm. The study is based on primary data collected by using a structured questionnaire. Various statistical tools like mean, standard deviation, skewness, kurtosis, chi-square, correlation, and factor analysis had been used for data analysis. Analysis of various factors influencing the internal and external business environment suggest that market aesthetics and its market demand were the most decisive factors which influenced the decision of entrepreneurs. Henceforth, it could be summated that while designing the marketing strategies for a firm, the MSMEs made an assessment of various market factors. However, the industry requires constant upgradation of information regarding the use of newer production technology and market requirements for survival in the market and for facing the global pressures. It is suggested that the entrepreneurs should recognize the use of web portals and e-marketing and also develop cartel and clusters to build the requisite infrastructural and operational facilities to come at par with international standards.
Keywords: product, market, strategy, small scale industries, MSMEs
Paper Submission Date: April 17, 2014 ; Paper sent back for Revision : May 17, 2014 ; Paper Acceptance Date : June 19 , 2014
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Kulbhushan Chandel
Associate Professor, Department of Commerce
Faculty of Commerce and Management
Himachal Pradesh University
Shimla, Himachal Pradesh.

Nitya Sharma
Dy. Controller of Examination
Punjab Technical University
Kapurthala, Punjab.

Understanding Rural Buying Behaviour: A Study with Special Reference to FMCG Products
Indian Journal of Marketing, 44(8), 43 - 55
Rural India has become a massive consumer goods market with more than six hundred thousand villages and more than 70% of the population living in villages. In these rural markets, FMCG products have emerged as a major product category. Various researchers have found that rural and urban Indian consumers have different needs and wants. These differences have revealed a huge marketing potential for MNCs and other foreign investors, who try to explore rural regions for marketing opportunities. Thus, understanding rural consumer behaviour is very important for the marketers. This paper focused on the important factors that affect the rural purchase behaviour of FMCG products. The findings of this study indicate that price, brand name, quality, availability, packaging, and so forth were the important factors influencing the rural consumers' purchase decisions. The study also focused on the important aspects such as the effective modes of communication, reasons for switching brands, billing patterns, and satisfaction level among the rural consumers.
Keywords: rural consumers, FMCG products, consumer behaviour
Paper Submission Date: February 5, 2014; Paper sent back for Revision: March 18, 2014 ; Paper Acceptance Date : April 4 , 2014
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Gyan Prakash
Junior Research Fellow
Department of Management Studies
Indian School of Mines, Dhanbad
Jharkhand - 826 004.
Pramod Pathak
Professor, Department of Management Studies
Indian School of Mines, Dhanbad
Jharkhand - 826 004.
Impact of an Innovative Market Information System for Pulses in Northern Karnataka
Indian Journal of Marketing, 44(8), 56 - 65
Access to information can be truly empowering and aid decision-making, especially in agriculture. Recently, the government and private agencies initiated few programs for adoption of Market Information Systems (MIS) in the areas of agricultural marketing and agribusiness development in the country. In this context, an attempt was made in this paper to analyze the results of one such innovative project for disseminating market-related information to the pulses growing farmers in the Hyderabad-Karnataka region by taking into consideration the before and after situations. The results revealed that majority of farmers possessed communication assets like television and cell phones, but did not have knowledge about area under crop sown, awareness of quality specification of N-spot exchange, and prices of dals prevailing in the neighbouring markets, even though the formal agencies were distributing information on the same. The results after the project's implementation proved that majority of the farmers were fully aware of the following: prices of pulses in the market, quality of seeds for sale, fertilizers, manures & micronutrients, and plant protection chemical application while production, and so forth. Majority of the respondent farmers started using the disseminated information to decide which pulses were to be grown and how much area was to be allocated in the process of production decisions; and in case of marketing, when to sell, where to sell, whom to sell, and what quantity was to be sold. The study suggested strengthening the existing formal sources of agricultural extension, including post harvest and marketing management techniques in transfer of technology programmes, and disseminating information using modern information communication technologies.
Keywords: MIS in agriculture, pulses marketing, awareness on MIS, sources of market information, information communication technologies
Paper Submission Date : January 13, 2014 ; Paper sent back for Revision : May 19, 2014 ; Paper Acceptance Date : June 4 , 2014
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B. S. Reddy
Assistant Professor of Agricultural Economics
College of Agriculture
Bheemarayanagudi - 585 287

Ramappa K. B.
Associate Professor
Agricultural Development and Rural Transformation Centre
Institute for Social and Economic Change
Bengaluru -560 072, Karnataka
Rajeshwari B. N.
Assistant Professor of Agricultural Statistics
College of Agriculture, Bheemarayanagudi - 585 287

Suresh S. Patil
Professor & Head
Department of Agricultural Economics
College of Agriculture, UAS
Raichur - 584 102