Marketing

The Study is mainly done to find out the relative effectiveness of celebrity endorsed advertisement, non-celebrity endorsed advertisement and advertisement with no endorsement in influencing the purchase intention of consumers. Further, the Study is done for the Same Product and for the low involvement Product especially personal care product. Given the purpose of the study, the descriptive research technique is used. In the Study, low-involvement non-food Product Category is considered and three type of endorsed advertisements (Celebrity, Non-Celebrity and No Endorsement) are used and the study is done on 200 Consumers. Three Print advertisements are used as stimuli. The study suggest that for low-involvement personal care product category especially in case of Print media, advertisements endorsed by Celebrity has more favourable/positive impact in influencing the Purchase intention of consumers as compared to advertisements with non-celebrity endorsement and advertisements with no endorsement at all. A major implication from the findings for the managers or advertising agencies is that the impact of advertisement has more favourable impact on consumers’ purchase intention when it is endorsed by celebrity especially for Print media.The contribution of the study is in addressing an area that has not been very well researched yet, and in addressing a research question that has not been investigated properly.

The main goal of this research is to study the relationship between Business Intelligence and productivity in the companies, manufacturer of pressure vessels, located in Amol – Mazandaran. The other goal of this research is to prioritize the factors of Business Intelligence using AHP approach. The population of the research consists of top, middle, and operating managers, that out of a group of 90 people, 76 of them have been selected, based on the Morgan Sample Capacity Estimating Table, as the sample of the study. For collecting data, two questionnaires of Business Intelligence and productivity have been used. At first, to analyze the research data, the efficiency of each unit has been measured by the help of DEA technique. Then by the help of descriptive and inferential statistics, the hypothesis of the research have been studied and finally the factors of Business Intelligence have been prioritized by the AHP approach. According to the results of DEA technique, units that have more resources will act in a weaker level in terms of efficiency. The result of testing the hypothesis showed that there was a positive and meaningful relationship between Individual (P=0.006), system quality (P=0.009), individual learning (P=0.043), competitive performance(P=0.01), and productivity. There is also a positive and meaningful relationship between Business Intelligence and productivity (P=0.02). Among the factors of Business Intelligence, the competitive performance is the most important factor in enhancing productivity, and the Mental Model Maintenance is the least one.

Businesses calculate the life time value of customers and extrapolate their future profits. Higher revenues are guaranteed only when the customer keeps a business relationship with the business for entire his or her life. Given the small sample population of micro businesses are keen to retain their customers for longevity of their profits as against a situation where a customer switches before his life time value ceases. This study indicates that micro businesses are keeping good customer relationship with its customers via word-of-mouth marketing which is considered as instrumental for success of majority of micro business as it serves as a credibility filter and is carried out independently by the customers. At the same time, this finding does not indicate any clear picture as to which form of marketing is doing better. Because our empirical analysis indicates that majority of micro business are dormant in the domain of social media marketing.

India is large population country; approximately 12.6 billion live in India. More population of India approximately 70% live in villages. So manufacturer huge focused on rural market. With more type of promotion manufacturer penetrate in this market. They clearly know that more sale generate more revenue. Now buyer /consumer are more conscious about product so they purchase anything very carefully. FMCGs (Fast moving consumer goods) are very short in life like daily uses thing like Beverages, bakery, sugar, detergent soap. FMCG are also called by consumer packaged goods. Although FMCGs product are non-durable goods buyer don’t think so much for purchase it. But presence of lot of competitor in this market, Buyer is always aware what he or she going to purchase. Buyer behavior and perception is very much affected on product. The objective of this paper analyze to buyer behavior towards FMCG product in rural markets. The paper also highlights the major FMCG products used by the consumers.

The purpose of the study is to test empirical and conceptualization of women consumer assessment of brand image, brand attitude and quality of a two-wheeler, which is considered as a durable product. The researcher’s interest to know the degree to which women’s preference varies with age, education, occupation, or other characteristics. The data is collected from the 149 women who uses two wheeler in Salem District. In the study the researcher have tried to measure the expectation and satisfaction of the women consumers towards two wheelers. The results derived from the study indicate that the factor that induces the consumers to buy a particular vehicle on account of special features like easy start, gearless, auto gear etc.

Consumer behavior refers to the act of individuals who are directly involved in purchase of goods. It is a new discipline that borrows heavily form concepts developed from study of individual, study of groups, study of how an individual operates in groups, and the influence of society on the individual. Factors like personality, perception, attitude and learning on the one hand and the product, price, physical attributes, advertising and societal influence on the other shape the behavior of consumers. There are number of brands of two-wheeler vehicle available in our country. Among the two-wheeler companies, TVS Company occupies first place in the country. Its TVS Scooty Pep is the best selling motor scooter in the market. Though other brands of vehicle have their own unique feature, TVS Scooty Pep still has a good demand in the market. To analyse the factors that influence the people to buy this vehicle, the researcher has undertaken this study. The results derived from the study helps to know the factors that influence the consumers to buy the product and to analyse why the consumers in Salem prefer TVS Scooty Pep. This study helps to enable the producer to make decision regarding further changes in promotional measures.

One of most important discussion in consumer behavior and marketing sciences is choice of product and buying behavior. Most behavioral researchers make an effort to make in behavior models. In this research, the effect of situational variables (time available, money available) on impulse buying investigated among different ethnics in Malaysia. These variables influenced to urge to buy impulsivity & at last this variable influenced to impulse buying. Data were collected in Malaysia (Chinese, Indians, Malay people). In this study, Path Analysis used to measure effect of variables. A descriptive statistics (Frequencies, Means, and Standard deviations) is used to describe the quantitative data. For measuring the validity and reliability of items, we used CFA (Confirmatory Factor Analysis) and Alpha Cronbach Coefficient respectively. Results revealed that the situational variables (money available and Time available) were influence to the felt urge to buy impulsively and impulse buying. Beside that positive effect has mediating role between situation variables and impulse buying.

This study investigates the impact of brand attributes on consumer. The objective of the study were to determine whether brand loyalty, perceived quality and brand awareness will jointly and independently predict purchase intention. The study employed survey research. Primary data was used for the study and questionnaire as research instrument. The sample surveys were 550 students of Ajayi Crowther University, Oyo. The 5 hypotheses formulated for the study were tested with Pearson’s regression, multiple regression and analysis of variance (ANOVA) with the aid of Statistical Package for Social Sciences (SPSS). The findings from the study showed that independent variables i.e. Brand loyalty, perceived quality and brand awareness are significant and will jointly and independently predict purchase intention. The findings indicated significant relationship between brand loyalty and purchase intention. The study also reveals that there is main and interactive effect of brand loyalty and perceived quality on purchase intention.

The study investigated the effect of workplace deviance on employee performance with reference to Unilever Manufacturing. Nigeria Plc. Lagos, Nigeria. The objective of the study is to determine whether organizational deviance and interpersonal deviance jointly affect employee performance and also to ascertain the association between workplace deviance behavior variable and employee performance. The study employed survey research. Primary data was used for the study with questionnaire as research instrument. The subjects were two hundred and twenty employees of Unilever Manufacturing, Nigeria Plc. The six hypotheses formulated for this study were tested using multiple regression and Pearson’s Correlation. The finding revealed that organizational deviance and interpersonal deviance jointly and individually predict employee performance, the result also indicated association between workplace deviance behavior variables adopted and business performance.

Various companies have and are planning to market their products into the rural areas. This paper basically talks about all those problems that the Co(s) may or have faced in promoting their products in the rural markets. Different challenges exist for the managers in how to best market their brands and establish themselves amongst rural people. In addition to the challenges & hindrances, the report also focuses on many opportunities that basically attract the marketers to come and promote their products. A vast potential exists in the rural areas that has been left unexercised for a long time. Now due to the saturation point that has or is about to be reached in the Urban & Semi-urban markets, the Co(s) are focussing now onto the rural areas and trying to capitalise on the great potential that the rural areas have in store. Thus the research paper covers all these aspects quite extensively to present the deep insights that prevail in the rural market scenario.