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

   Volume 45 • Number 3 • March 2015

 
Identification and Confirmation of Variables Influencing Manufacturer- Dealer Relationships for Steel and Allied Products
Indian Journal of Marketing, 45(3), 7 - 23
Purpose: This study aimed to identify and confirm the variables influencing manufacturer-dealer relationships for steel and allied products.

Approach and Methodology: The variables influencing manufacturer-dealer relationships were identified using exploratory factor analysis (EFA). Reliability and validity of the factors were established through confirmatory factor analysis using structural equation modeling.

Findings: Eight factors accounting for 78% of the total variance were identified . Out of these, five are antecedents, one is a mediating variable, and the other two are outcome variables.

Practical Relevance: Findings of this study would help manufacturers understand the variables that influence the channel relationships and research further into the dynamics of channel relationships for fine-tuning their strategies.

Original Contribution: New constructs, that is, Supplier Critical Support and Supplier Versatility have been added to the existing body of literature, which in conjunction with the variables already identified and established by earlier scholars provide the framework for understanding the dynamics of channel relationships. A composite construct, that is, Relationship Strength was also conceptualized and operationalized.

Research Type: Descriptive research conducted in a pre-determined geographical area.
Keywords: channel relationships, exploratory and confirmatory factor analysis, measurement model
Paper Submission Date : March 31, 2014; Paper sent back for Revision : December 2, 2014 ; Paper Acceptance Date : January 8, 2015
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28 Samaha, S. A., Palmatier, R. W., & Dant, R. P. (2011). Poisoning relationships: Perceived unfairness in channels of distribution. Journal of Marketing, 75 (3), 99-117.
29 Vázquez, R., Iglesias, V., & Álvarez-gonzález, L. I. (2005). Distribution channel relationships : The conditions and strategic outcomes of cooperation between manufacturer and distributor. International Review of Retail, Distribution and Consumer Research ,15 (2), 125 - 150. DOI:10.1080/09593960500049241
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Shailendra Dasari
Dean & Campus Head
IBS Business School
231, Baba Sabara Palya
Near Kengeri Check Post, Kengeri
Bangalore-560 060.
shailendrad@ibsindia.org


 
Rupa Gunaseelan
Professor
Department of School of Management
Bharathiar University
Coimbatore-641 046, Tamil Nadu.
rupaguna@gmail.com

Geetha Suresh
Associate Professor
University of Louisville, Kentucky, USA.
uoflgita@gmail.com
 
 
Measuring Advertising Effectiveness Through Inter Modulation of Affect and Cognition
Indian Journal of Marketing, 45(3), 24 - 38

Information processing models, involving affect and cognition, are replete with theories advocating prominence of cognition or affect or the hierarchies in which processing takes place. We have taken into account various literatures on information processing, along with recent advances on neuroscience to propose a model in which affect and cognition operate simultaneously and interactively in a mutually reinforcing manner. Any study to assess advertising effectiveness cannot ignore the role of involvement, cognitive resource allocation, and gender. The proposed model takes into consideration the moderating role of all these factors on various attitudes and behaviors. Looking at the recent surge in the tendency of advertisers to humanize the offer, the model developed can also determine the effectiveness of anthropomorphized advertisements as well, and explains the mediating role of affect and relatedness (generated as a consequence of category based processing on exposure to these advertisements) on purchase behavior.

Keywords: attitude, cognition, affect, schema, involvement
Paper Submission Date : May 19, 2014; Paper sent back for Revision : October 1, 2014 ; Paper Acceptance Date : December 2, 2014

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108 Wilson, T. D. (2002). Strangers to ourselves. Cambridge, MS, USA: The Belknap Press of Harvard University.
109 Witt, J.K., Proffitt, D.R., & Epstein, W. (2004). Perceiving distance: A role of effort and intent. Perception, 33 (5), 577 - 590.
110 Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of Marketing Research, 10 (February), 53-62.
111 Zaichkowsky, J. (1985). Measuring the involvement constraint. Journal of Consumer Research, 12 (3), 341- 352.
112 Zajonc, R. B. (1980). Feeling and thinking: Preferences need no inferences. American Psychologist, 35 (2), 151 - 175.
Sandeep Singh
Associate Professor
Acropolis Institute of Technology and Research
Indore Bypass Road, Manglia Square
Indore - 453 771
Madhya Pradesh.
sandeepindore@gmail.com
 
Anand Sapre
Director & Professor
International Institute of Professional Studies
DAVV, Indore, IIPS, UTD, Takshila Parisar, UTD
Bhawarkuan, Indore - 452 001
Madhya Pradesh.
aksapre@gmail.com
 
 
Brand Loyalty and Switching : An Empirical Study on Mobile Phone Usage Among Young Indian Adults
Indian Journal of Marketing, 45(3), 39 - 53
Mobile phones are emerging like a boon quench for providing facilities, which are beyond the common man's imagination. The mobile phone industry is growing at an incredible pace with no sign of a slowdown, and the Indian mobile market is one of the fastest growing markets in the world. Cell phones are a pervasive new communication technology, especially among young people. The youth have a unique behaviour compared to the older generations, with research showing that a lot of what they purchase represents their self-expression. Mobile devices are a part of their personal selves and are a vital component which connects them with the world and the people around them. The present study focused on the brand switching tendencies of young Indians and effectively analyzed the impact of different demographic variables on brand loyalty. A total number of 600 young adults comprising of both students and working professionals from various reputed colleges and companies in Bangalore were surveyed and their responses were analyzed using SPSS 20. The study indicated that Apple has the most loyal base of customers, though Samsung is the most popular brand, and among the various demographic factors, only age had an impact on brand loyalty. Technical incompatibility and new technical and value added features are the primary reasons for switching to a new handset.
Keywords : brand loyalty & switching, young adults, consumer buying behaviour, mobile phone
Paper Submission Date : June 19, 2014; Paper sent back for Revision : August 16, 2014 ; Paper Acceptance Date : November 3, 2014
References
1 AIMC (Research Communication Media Association) (2004). Navegantes en la Red. VI Encuesta AIMC a Usuarios de Internet. Retrieved from http:// www.aimc.es
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6 Biswas, S. (2012). Gender specific study on relative impact of convenience and non-convenience factors on mobile users' brand switching in Kolkata. Indian Journal of Marketing, 42 (10), 31- 40.
7 Bordeau, L., Chebat, J. - C., & Couturier, C. (2002). Internet consumer value of university students: E-mail vs. web users. Journal of Retailing and Consumer Services, 9 (2), 61- 69. DOI : http://dx.doi.org/10.1016/S0969-6989(01)00025-X
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9 Chakraborty, S. (2006). Mobile phone usage patterns amongst university students: A comparative study between India and USA (pp. 1-53). Master's paper for the M.S. in I.S degree, University of North Carolina. Retrieved from http://www.ils.unc.edu/MSpapers/3152.pdf
10 Goode, M. M. H., Davies, F., Moutinho, L., & Jamal, A. (2005). Determining customer satisfaction from mobile phones: A neural network approach. Journal of Marketing Management, 21 (7-8) , 755-778. DOI:10.1362/026725705774538381
11 Joines, J. L., Scherer, C. W., & Scheufele, D. A. (2003). Exploring motivations for consumer web use and their implications for ecommerce. Journal of Consumer Marketing, 20 (2), 90-108. DOI: http://dx.doi.org/10.1108/07363760310464578
12 Juyal, S.A. (2013). Effect of demographic factors on consumer buying behaviour of durables. Indian Journal of Marketing, 43 (12), 24-33 .
13 Karjaluoto, H., Karvonen, J., & Kesti, M., Koivumäki, T., Manninen, M., Pakola, J., Ristola, A., & Salo, J. (2005). Factors affecting consumer choice of mobile phones: Two studies from Finland. Journal of Euromarketing, 14 (3), 59-82.
14 Mallikarjuna, V., & Krishna Mohan, G. (2010). Customer switching behaviour- An evaluation of factors affecting mobile users. Indian Journal of Marketing, 40 (3), 42-46.
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16 Mort, G. S., & Drennan, J. (2007). Mobile communications: A study of factors influencing consumer use of M-services. Journal of Advertising Research, 47(3), 302 - 312. DOI : http://dx.doi.org/10.2501/S0021849907%20070328
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18 Porter, G., Hampshire, K., Abane, A., Munthali, A., Robson, E., Mashiri, M., & Tanle, A. (2012). Youth, mobility and mobile phones in Africa: Findings from a three-country study. Information Technology for Development, 18 (2), 145 - 162. DOI:10.1080/02681102.2011.643210
19 Ritson, M., & Elliott, R. (1999). The social uses of advertising: An ethnographic study of adolescent advertising audiences. Journal of Consumer Research, 26 (3), 260-277.
20 Rohm, A. J., & F. Sultan (2005). Brand in the hand: An exploratory study of mobile marketing communications. Paper presented at the European Academy of Management, April, 2005, Munich.
21 Sabnavis, M. (2002). Getting a fix on the new middle-class consumer. Indian Management, 41 (7), 52-54.
22 Schiffman, L., & Kanuk, L. (2008). Consumer behaviour (9th Ed., pp. 48 - 50). New Delhi : Prentice Hall of India.
23 Singh, J., & Goyal, B. B. (2009). Mobile handset buying behavior of different age and gender groups. International Journal of Business and Management, 4 (5), 179-187.
Shampa Nandi
Assistant Professor of Marketing
RJS Institute of Management Studies
Koramangala, Bangalore.
Shampa_nandi@yahoo.co.in 

J. K. Pattanayak
Head of the Department
Department of Management Studies
Indian School of Mines
Dhanbad, Jharkhand.
jkpattanayak@yahoo.co.in
 

 
 
Variance in Factors Influencing Buyer Behaviour Across Various Product Categories in FMCGs
Indian Journal of Marketing, 45(3), 54 - 68
FMCGs are not a single product. It is an umbrella term that holds together a number of different products. It includes cosmetics and toiletries, personal care products, household fabric care products, household cleaners, food products, and so forth. They are considered to be a low involvement product category, and all theories and models in consumer behavior are applied to this sector considering it to be as one product category. But is it really like that? Does the customer show the same kind of behavior while buying a perfume and while buying a toilet cleaner? This study attempts to find answers to these questions. A sample size of 537 households was selected for the survey. Hypotheses were derived from the literature reviewed for the study and were tested. The factors identified are price perception, loyalty to local retailers, and purchase decision involvement. Reliability and validity of the instrument were also tested. ANOVA was used to find out the differences among these factors across the various sub-categories in FMCGs. This study is all the more significant in the wake of current developments in the field of retailing. The findings will help in devising appropriate strategies to sell FMCG products to customers.
Keywords: buyer behaviour, FMCGs, loyalty to local retailers, price perception, purchase decision involvement
Paper Submission Date : June 3, 2014; Paper sent back for Revision : December 2, 2014 ; Paper Acceptance Date : February 5, 2015
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Smitha Siji
Assistant Professor
Rajagiri Centre for Business Studies
Rajagiri Valley, Kakkanad, Kochi - 682 039, Kerala.
smithasiji4@gmail.com