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

   Volume 44 • Number 11 • November 2014

A Sustainable Marketing Strategy Based on Customer Satisfaction: The Case of Dongbu Insurance in South Korea
Indian Journal of Marketing, 44(11), 7 – 21
In Market 3.0, where customers are participating in corporate business actions and decision making, the customers' role has become more important and has even turned into a core value every company should observe carefully in order to maintain it longer. Consequently, the only way to be more competitive is by adopting customer-centered key values. Dongbu Insurance, one of the top three insurance companies in South Korea, became a successful company by adopting this customer-centered management and has further developed its marketing strategy accordingly. The main purpose of this case study was to examine how the Korean insurance company overcame internal and external critical situations utilizing a competitive marketing mix strategy and how it became one of the most successful and sustainable insurance companies in Korea. To investigate this, secondary data analysis and comparative research methods were used according to the chronological improvements made by the insurance firm. This study stressed that the key factors of Dongbu's marketing mix strategy focused on customer satisfaction. Two crucial lessons that this study revealed about Dongbu Insurance is the importance of developing real customer-centered products and raising brand awareness and recognition by utilizing various channels such as call centers, SNS, blogs, customer evaluation groups, and the Promy brand. This case study would help the insurance industry to comprehend the importance of adopting a customer-centered marketing mix strategy in a hostile business environment. However, the findings from this research may not be generalized due to the fact that only one company case - Dongbu Insurance - was chosen from South Korea.
Keywords: customer satisfaction, marketing mix strategy, customer value, Dongbu Insurance, customer relationship, insurance industry
Paper Submission Date : May 19, 2014; Paper sent back for Revision : August 14, 2014 ; Paper Acceptance Date : September 9, 2014
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Sunhee Kang
Master Student, School of Business
Kyungpook National University
Daegu, Republic of Korea.
Bohyeon Kang
Assistant Professor
School of Business, Kyungpook National University
Daegu, Republic of Korea.
Product Placement Effectiveness in a Bollywood Movie with Debutant Actors: A Case Study
Indian Journal of Marketing, 44(11), 22 -35

India has one of the world's biggest movie industries in terms of the number of movies produced every year. Product placement has always been an interesting topic of discussion with reference to the movies as well as TV serials/commercials. The dual purpose of this study was to ascertain the perception of the respondents towards debutant actors and to examine the relationship between product placement effectiveness and debutant actors. Experimental design was used for conducting the research. A sample of 52 students was shown a movie clip of the movie Student of the Year as it had three debutant actors and was well received by the student community. The results revealed that the actors were basically judged on two major criteria - Charisma and Credibility. The effectiveness of different forms of product placement, that is, implicit product placement, integrated explicit product placement, and non integrated explicit product placement were analyzed. The results showed a difference in the recall rates of the three types of product placements. For all the three types of placement, the viewers recall, that is, implicit memory measurement and explicit memory measurement received no impact from the feelings of the respondents towards the debutant actors. The results from the current study also put forward that the debutant actors had no significant effect on product placement. Thus, the major objective of the study, that is, finding out the impact of debutant actors on product placement effectiveness gave interesting results, where star presence was found to have no effect on product placement.

Keywords : product placement effectiveness , McNemar test, implicit and explicit memory, debutant actor
Paper Submission Date : April 12, 2014; Paper sent back for Revision : May 25, 2014 ; Paper Acceptance Date : July 3, 2014

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Sneha Sharma
Research Scholar
University Business School, Panjab University
Sector 14, Chandigarh - 160 014.

Suresh K. Chadha
University Business School
Panjab University, Sector 14, Chandigarh - 160 014.

B. B. Goyal
University Business School
Panjab University, Sector 14, Chandigarh - 160 014.
Mall Patronage Behaviour : Understanding the Inter-linkages Between Shopping Motives, Shopper Demographics, and Shopping Behaviour
Indian Journal of Marketing, 44(11), 36 -48
The retailing sector in India has undergone significant metamorphosis in the past 10 years. Retailing is gradually inching its way towards becoming the next boom industry. Organized retailing has ushered a total transformation of the whole concept of shopping in terms of consumer buying behavior. Shopping today is much more than just buying – it is an experience in itself. The retailing business in India has witnessed a huge growth due to the emergence of supermarkets as well as centrally air-conditioned malls. Consumers are the major beneficiaries of the retail boom. The Indian consumer too is changing rapidly. They now have a choice to choose from a wide range of products, quality, variety, and prices. Consumers are now showing a preference for shopping malls, which enable them to shop a variety of products under one roof and offer a shopping experience in terms of ambience and entertainment. This research tried to examine the impact of shopping motives, demographical profile (age and gender) of shoppers on shopping behaviour: frequency of visits, time spent at the shopping mall, and amount spent on per visit. An attempt was also made to establish a relationship between shopping behaviour and patronage. The study results showed that shopping motives and shopping behavior of the shoppers differed by gender and generation (age group). The results also revealed that shopping behavior (frequency of visits and time spent at the shopping mall) had a positive relationship with patronage behaviour.
Keywords: shopping mall, patronage behavior, shopping motives, shopping behavior, hedonic and utility motives
Paper Submission Date: January 13, 2014; Paper sent back for Revision : June 20, 2014 ; Paper Acceptance Date : August 3, 2014
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Suman Yadav
Research Scholar
Department of Management, Jamia Hamdard
Hamdard Nagar, New Delhi - 110 062.

Sadaf Siraj
Assistant Professor
Department of Management
Jamia Hamdard, Hamdard Nagar, New Delhi - 110 062.

Nature and Role of Qualitative Market Research: An Alternative or a Complimentary Approach?
Indian Journal of Marketing, 44(11), 49 - 60
The purpose of this paper was to carry out an extensive review of qualitative market research and quantitative market research and comprehensively compare and contrast similarities and differences between the two. An extensive study of the concepts and practices of qualitative market research and quantitative market research is carried out from the literature. The findings identified that both research methodologies are very distinct based on their goals and techniques. A triangulation approach combining the two can lead to synergy in the research process. Another area where a need for cross fertilization is highlighted is between academic and applied practices to narrow the academic research divide.
Keywords: market research processes, qualitative market research, quantitative market research, triangulation
Paper Submission Date : May 5, 2014; Paper sent back for Revision : July 2, 2014 ; Paper Acceptance Date : September 9 , 2014
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Ankita Batra
M.Com Graduate
Department of Commerce, Faculty of Commerce and Business
Delhi School of Economics
University of Delhi
Delhi -110 007.