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

   Volume 45 • Number 2 • February 2015

I Know it, so I do not Need to Touch it: Role of Brand Familiarity in Tactile Product Evaluation
Indian Journal of Marketing, 45(2), 7 - 19
The purpose of this study was to examine the role of brand familiarity in tactile product evaluation. The results of the two experimental studies showed that individual differences in need for tactile input affect purchase intentions depending upon the structure of the choice environment and familiarity levels of a brand. The well-developed knowledge structures for familiar brands allow consumers to access the diagnostic tactile cues from their memory in product assessment in an online environment. Conversely, for less familiar brands, the inaccessibility of predictive tactile cues in an online shopping environment reduces the purchase intentions. This study makes three important contributions. First, it showed that tactile inputs have a positive effect on purchase intentions in the touch environment, particularly for individuals with high levels of need for tactile input. Second, it posited that the lack of tactility can be overcome by offering familiar brands in the no-touch environment. Finally, it showed that for low need tactile input individuals, lack of tactility does not impede them from making online purchases. The paper discussed the implications of research findings and offered future research avenues along with limitations.
Keywords : tactile, brand familiarity, online purchase, touch environment
Paper Submission Date: May 5, 2014; Paper sent back for Revision : September 29, 2014 ; Paper Acceptance Date : October 24, 2014
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Subhash Jha
Assistant Professor of Marketing
Indian Institute of Management Udaipur (IIMU)
MLSU Campus, Udaipur- 313 001, Rajasthan.

M. S. Balaji
Taylor's Business School
Taylor's University, No 1, Jalan Taylors
47500 Selangor, Malaysia.
Coffee Chains Brewing Up the Taste Quotient of Indian Consumers : An Empirical Study in Delhi NCR
Indian Journal of Marketing, 45(2), 20 - 30

Indians largely have been accustomed to drinking tea, and coffee has been considered as a drink for the high - end population. However, this notion is changing, and the coffee culture in India is flourishing with the entrance of local and international brands of coffee chains. In addition to serving hot and cold varieties of coffee and snacks, coffee shops provide a leisurely experience and space to bring people closer to each other. With increasing number of players entering in the café market, the competition is mounting, and creating a space in the minds of the customers will be an uphill task for these outlets. This research highlighted the perceptual mapping of four coffee chains, that is, Café Coffee Day, Costa Coffee, Barista, and Starbucks. With a sample of 120 respondents, this paper attempted to explore various factors that may influence the selection of a particular coffee shop, and in addition, the paper also examined the respondents' purpose of visiting the coffee shops. Discriminant analysis was applied to construct the perception map of the customers. The results revealed that product quality and ambience were the most important attributes affecting customers' decision making in selection of coffee outlets.

Keywords: coffee chains, perceptual mapping, discriminant analysis, perception map
Paper Submission Date: June 3, 2014; Paper sent back for Revision: September 9, 2014 ; Paper Acceptance Date : October 2, 2014

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29 Wang, S. Y. (2000). A study of market segmentation and consumer behavior in coffee chain shops (Master Thesis). Graduate Institute of Business Administration, National Dong- Hwa University, Hualien County.
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Deepa Kapoor
Assistant Professor
Amity School of Business
F-3 Block, Amity University Campus, Sector 125
Noida - 201 303, Uttar Pradesh.
Alka Munjal
Director Academics
Amity University
E-2 Block, Noida, Uttar Pradesh.

Eradication of Plastic Carry Bags : The Shop Owners' Perception
Indian Journal of Marketing, 45(2), 31 - 40
Polythene bags, popularly referred to as plastic carry bags, are one of the most hazardous substances in the world, causing a lot of damage to the earth and its sustainability. Since the main source of supply of the plastic carry bags to the public are the shop owners, that is, super markets, vegetable & fruit vendors, and bakery and grocery stores, an empirical study was undertaken to assess the awareness of the shop owners about the hazards of plastic carry bags and their perceptions on how to eradicate them. Statistical tools like chi square test, weighted arithmetic mean, and K means cluster analysis were used to analyze the data collected from 400 shop owners belonging to various types of businesses. Three clusters of shop owners were identified - namely Defaulters, Ignorant Defaulters, and Partial Compliers. Bakery and grocery stores were found to be the major defaulters. The study found that strict implementation of the Plastic Waste Management and Handling Rules is the need of the hour.
Keywords : hazardous substances, eradication, awareness, waste management, plastic bags
Paper Submission Date : January 1, 2014; Paper sent back for Revision : April 25, 2014 ; Paper Acceptance Date : August 17, 2014
1 Adane, L., & Muleta, D. (2011). Survey on the usage of plastic bags, their disposal and adverse impacts on environment: A case study in Jimma city, Southwestern Ethiopia. Journal of Toxicology & Environmental Health Sciences , 3 (8), 234-248.
2 Clap, J., & Swanston, L. (2009). Doing away with plastic shopping bags: International patterns of norm emergence & policy implementation. Environmental Politics , 18 (3), 315-332. DOI:10.1080/09644010902823717
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P. S. Valarmathy
Galaxy Institute of Management
Tambaram - Sriperumbudhur Highway, Vellarai
Chennai - 602 105, Tamil Nadu.

Determinants of Price of Mustard Seed and Mustard Oil in Domestic Markets of India
Indian Journal of Marketing, 45(2), 41 - 46
India imports about half of its domestic consumption needs of edible oils. Among the different edible oilseeds grown in India, mustard occupies an important position as a large proportion of the Indian population consumes it as a vegetable oil. The farmers' decision regarding area allocation under oilseed crops is largely influenced by the prices of oilseeds. The study attempted to find the determinants of price of mustard seed and mustard oil in the domestic markets of India. A multiple linear regression analysis was fitted for the time series data. The results revealed that there was a positive and significant relationship between prices of sesame seed and mustard seed as well as between prices of soya oil and mustard oil. Therefore, it was concluded that sesame seed and soya oil were the close substitutes of the mustard seed and mustard oil respectively in the selected markets.
Keywords : determinants of price, multiple regression, prices of substitute crops, mustard seed, mustard oil
Paper Submission Date : January 10, 2014; Paper sent back for Revision : May 20, 2014 ; Paper Acceptance Date : June 9, 2014
1 Kumar, K. N. R., Lakshmi, K.S., & Raju, V.T. (2001). Price response analysis of agricultural commodities in Anakapalle regulated market of Andhra Pradesh. Agricultural Marketing, 44 (2), 17-19.
2 Kumar, K. N. R., Raju, V. T., & Lakshmi, K. S. (2000). Determinants of prices in regulated market under the Warangal Market Committee, Andhra Pradesh. Agricultural Marketing, 43 (2), 14-15.
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Dinesh Chand Meena
Scientist (Agril. Economics)
Central Soil and Water Conservation Research & Training Institute, Research Centre,
Agra-282 006, Uttar Pradesh.

O. P. Singh
Assistant Professor of Agricultural Economics
Department of Agricultural Economics
Institute of Agricultural Sciences
Banaras Hindu University
Varanasi-221 005, Uttar Pradesh.

Maina Kumari
Research Scholar
Department of Agricultural Economics
Institute of Agricultural Sciences
Banaras Hindu University
Varanasi-221 005, Uttar Pradesh.
Should I Win or Should I not Lose? : A Research Framework Exploring the Role of Motivation in Processing Brand Related Information in Advergames
Indian Journal of Marketing, 45(2), 47 - 58
Extant research dealing with information processing in advergames focuses mostly on players' limited capacity aspect of attention and persuasion knowledge, persuasive potency of advergames, information-processing fluency, and the development of flow and arousal among players. One primary facet of advergames that remains under-investigated is the effect of game outcomes, that is, wins and losses, on players' motivation and the influence of outcome-induced motivation on information processing. Furthermore, earlier studies predominantly considered players' explicit memory like brand recall and recognition while ignoring a salient unconscious measure, namely implicit memory. This paper provides a conceptual framework that explored the influence of advergame outcomes and messages on players' motivation and its subsequent impact on processing embedded brand elements. Conceptual fabric of the proposed model was derived from a motivational principle, regulatory focus theory, and implicit memory literature to explain how outcome-induced motivation influences players' nature of information processing, implicit memory, emotions, and brand and game attitudes. Academic and managerial implications were also discussed.
Keywords: advergames, advergame outcome, implicit memory, information processing, motivation, regulatory focus
Paper Submission Date: June 3, 2014; Paper sent back for Revision : December 2, 2014 ; Paper Acceptance Date : December 10 , 2014
Tathagata Ghosh
Assistant Professor
Department of Marketing and Strategy
E-209, ICFAI Business School Hyderabad
Survey No. 156/157, Donthanapally Village
Shankerpalli Mandal, Ranga Reddy District - 501 203
Venu Gopal Rao
Associate Professor and Coordinator
Department of Marketing and Strategy
C-102, ICFAI Business School Hyderabad
Survey No. 156/157, Donthanapally Village
Shankerpalli Mandal, Ranga Reddy District - 501 203
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