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

   Volume 45 • Number 10 • October 2015

Family Communication Patterns and Children's Influence on Purchase Decisions
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 presented.
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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Adya Sharma
Deputy Director - Marketing, Symbiosis Centre for Management Studies, Survey #231, Near Lunkad Gold Coast, Viman Nagar, Pune-14, Maharashtra.
Vandana Sonwaney
Director - Marketing, Symbiosis Institute of Operations Management, Plot Number A-23, Shravan Sector, New Cidco, Nashik-8, Maharashtra.
The Effect of Country of Origin Image, Ethnocentrism, and Religiosity on Purchase Intentions : An Empirical Investigation on Bangladeshi Consumers
Indian Journal of Marketing, 45(10), 23 - 35
This research endeavour was undertaken in order to understand the effect of three different aspects namely, Country of Origin, Ethnocentrism, and Religiosity on Bangladeshi consumers' intention of purchasing imported or foreign products. At the initial stage of the study, 260 questionnaires were given out to Bangladeshi consumers in the cities of Dhaka and Chittagong. However, out of the 260 questionnaires, 230 were validated and tested for the purpose of statistical analysis. Descriptive analysis was conducted first in order to assess the demographic characteristics of the respondents, after which, exploratory factor analysis (EFA) was conducted, and finally, the hypotheses were tested, and the proposed model was verified through the application of structural equation modelling (SEM). The findings demonstrated that Country of Origin Image, Ethnocentrism, and Religiosity significantly affected Bangladeshi consumers' intention of buying imported products. The findings generated from this study will provide useful information to marketers who are selling imported or foreign products in the Bangladeshi market as well as help them in developing effective marketing strategies. At the same time, this study is also a meaningful contribution to literature, given the scarcity of research studies on this topic pertaining to Bangladesh.

Keywords: country of origin, ethnocentrism, religiosity, purchase intention, foreign products

Paper Submission Date : November 3, 2014 ; Paper sent back for Revision : June 6, 2015 ; Paper Acceptance Date : July 11, 2015

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59 Zainudin, A. (2012). A handbook on SEM: Structural equation modelling (4th ed.). Kelantan: Universiti Teknologi MARA Press.
60 Zolfagharian, M., Saldivar, R., & Sun, Q. (2014). Ethnocentrism and country of origin effects among immigrant consumers. Journal of Consumer Marketing, 31 (1), 68-84.
Ahasanul Haque
Professor, Department of Business Administration, Faculty of Economics and Management Sciences, International Islamic University Malaysia, P.O. Box 10, 50728 Kuala Lumpur, Malaysia

Naila Anwar
Student, Department of Business Administration, Faculty of Economics and Management Sciences, International Islamic University Malaysia, P.O. Box 10, 50728 Kuala Lumpur, Malaysia.

Abdullah Sarwar
Faculty of Management, Multimedia University, Persiaran Multimedia,
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
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Siddharth Sharma
Research Scholar, School of Business, Lovely Professional University, Jalandhar, Punjab.

Rajesh Verma
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 products.
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
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4 Chang, C. - T., & Liu, H. - W. (2012). Goodwill hunting? Influences of product-cause fit, product type, and donation level in cause-related marketing. Marketing Intelligence & Planning, 30 (6), 634 - 652. DOI: http://dx.doi.org/10.1108/02634501211262609
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8 Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behaviour: Empirical evidence from the Lebanese consumers. Journal of Consumer Behaviour, 13 (3), 188-195. DOI: 10.1002/cb.1482
9 Dahl, D. W., & yyyyjj, A. M. (1995). Cause related marketing : Impact of size of corporate donation and size of cause-related promotion on consumer perceptions and participation. In D. W. Stewart & N. J. Vilcassim (Eds.), 1995 AMA Winter Educators' Conference : Marketing Theory and Applications (Vol. 6., pp. 476 - 481). Chicago : American Marketing Association.
10 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.
11 García, I., Gibaja, J. J., & Mujika, J. (2003). A study on the effect of cause-related marketing on the attitude towards the brand: The case of Pepsi in Spain. Journal of Nonprofit & Public Sector Marketing, 11 (1), 111- 135. DOI:10.1300/J054v11n01_08
12 Green, T., & Peloza, J. (2014). How do consumers infer corporate social responsibility? The role of organization size. Journal of Consumer Behaviour, 13 (4), 282-293. DOI: 10.1002/cb.1466
13 Heath, T. P., & Chatzidakis, A. (2012). The transformative potential of marketing from the consumers' point of view. Journal of Consumer Behaviour, 11 (4) , 283-291. DOI: 10.1002/cb.1387
14 La Ferle, C., Kuber, G., & Edwards, S. 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. DOI:10.1016/j.jbusres.2011.08.017
15 Lavack, A. M., & Kropp, F. (2003). A cross-cultural comparison of consumer attitudes toward cause-related marketing. Social Marketing Quarterly, 9 (2), 3-16.
16 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.
17 Pandey, D. P. (2007). Cause related marketing. Indian Journal of Marketing, 38 (10), 10-18, 25.
18 Ross, J.K., Patterson, L.T., & Stutts, M.A. (1992). Consumer perceptions of organizations that use cause - related marketing . Journal of Academy of Marketing Science, 20 (1), 93-97. DOI : 10.1007/BF02723480
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20 Sarabia - Sanchez, F. -J. (2005). Consumer attitudes towards the future and some purchase patterns. Journal of Consumer Behaviour, 4 (6), 407-419. DOI: 10.1002/cb.27
21 Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24 (4), 434-446. DOI: http://dx.doi.org/10.1086/209519
22 Szykman, L. R., Bloom, P. N., & Levy, A. S. (1997). A proposed model of the use of package claims and nutrition labels. Journal of Public Policy & Marketing, 16 (2), 228-241.
23 Varadarajan, P.R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52 (3), 58-74. DOI: 10.2307/1251450
24 Yechiam, E., Barron, G., Erev, I., & Erez, M., (2003). On the robustness and the direction of the effect of cause-related marketing. Journal of Consumer Behaviour, 2 (4), 320 - 332. DOI: 10.1002/cb.111
25 Youn, S., & Kim, H. (2008). Antecedents of consumer attitudes toward cause-related marketing. Journal of Advertising Research, 48 (1), 123-137. DOI: 10.2501/S0021849908080136
Shruti Gupta
Senior Research Scholar (Doctoral Fellow), Department of Management Studies, Indian Institute of Technology (IIT Delhi), Hauz Khas, New Delhi-110 016 .

Harish Chaudhry
Assistant Professor of Marketing, Department of Management Studies, Indian Institute of Technology (IIT Delhi), Hauz Khas, New Delhi-110 016 .
Harsh Kamal
B. Tech(Final Year), Chemical Engineering Department, Indian Institute of Technology (IIT Delhi), Hauz Khas, New Delhi-110 016.