Marketing

Brand name play a vital role when people look for products to purchase, use and to evaluate before they buy or dispose of products and services in which they expect will satisfy their wants and needs. In the present scenario companies use consumer driven approaches to substantiate their abilities to satisfy the countless emerging needs and wants of the modern consumer. Amongst these consumer driven approaches, branding has emerged as one of the crucial activities required in the building of a loyal customer base and the creation of an effective brand image. Consumers want to associate themselves with certain brands and this makes a large influence on their buying behavior . Understanding consumers’ behaviour is a crucial factor in the companies’ success around the world. Brand is a combination of name, symbol and design. Brands represent the customer’s perceptions and opinion about performance of the product. The powerful brand is which resides in the mind of the consumer. Brands differ in the amount of power and worth they have in the market place .The purpose of this paper is to analyze role of brand name when people take a purchase decision, especially in the purchase of car. The objective is to identify if buyers of passenger cars consider the brand name as an important cue while evaluating different alternatives.

Rural marketing determines the carrying out of business activities bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas. The predominantly rural character of India’s national economy is reflected in the very high proportion of its population living in rural area’With more than 700 million people living in rural areas, in some 5,80,000 villages, about two—third of its workforce was engaged in agriculture and allied activities with a contribution of 29 percent of India’s Gross Domestic Product (GDP), India’s economy is predominantly rural in character. India’s economy can be thought of as comprising of two main sectors, namely, the Rural Sector and the Urban Sector. The Rural sector is composed of two main sub sectors i.e. the agricultural sub sector and the non— agricultural sub sector For the past decade, business visionaries have argued that these people, dubbed the “Base of the Pyramid”, make up an enormous, untapped market. Some of the world's biggest, savviest corporations have aimed to address their basic needs — by selling them everything from clean water to electricity and from FMCG to consumer durables. “Improving the lives of billions of people at the bottom of the economic pyramid is a noble endeavour. It can also be a profitable one.” C.K. Prahlad. The paper studies the changing scenario of Indian rural markets and implies some suggestions in improving the marketing strategy in rural selling and market promotion. This paper is an attempt to provide some mettle solutions to these challenges as it studies and follows some successful rural marketing strategies of modern times. This is particular in context of rural sales strategies rural promotion mix.

This study aims to determine on the effectiveness of face to face interaction in establishment of SME brand personality. It helps to extend the understanding on effectiveness of face to face interaction, and important element in establishment of SME brand personality. To date, there have been minimal studies conducted on brand personality of SME restaurant either brand personality has been acknowledged by several service marketing researchers to have a great influence on consumer behaviors in various aspects such as consumer favorite and usage. Therefore from the data presented in this study, it can be expected that the findings can benefit both the industrial community and the academia by giving a new source of ideas and information. This study also adopted the variables that were used in web interaction by Bernard Jaworski and Jeffry F. Rayport (2001) to implement it to the face to face interaction. Future research should focus on the similar study of effectiveness of face to face interaction in fast food industry and others service sectors.

This paper explores the impact of entrepreneurial motivation towards business performance in SMEs in creative industry. The paper further identified four variables in entrepreneurial motivation that relate to the business performance, there are need for achievement, self-efficacy, locus of control and risk-taking. Entrepreneurial motivation is an asset especially for those who are involved in small and medium enterprises in the creative industry. Artists or business founder as the main player in the creative industry, where they should think entrepreneurially in a context of global challenge today. A good arts producers should not only think about the artistic value in their product, but they also should emphasize on how to utilize the strategic resources to fulfill consumer needs effectively in the competitive market. Entrepreneurial motivation becomes a crucial value to make a good business performance among arts founder of SME in creative industry.

An advertisement is a form of persuasive communication with the public. The communication is usually sided, in one direction from the advertiser and to the public. The member of the public are free to respond to it in their own way, the responses is at an individual or family level. There is little or no dialogue with the public, advertising forces itself upon the public. At the same time, especially in a democracy with a market economy, such communication is required so that intelligent choices are made. Advertising is the promotion of a product or service and is extremely pervasive in contemporary society. To maximize sales, companies will pay a premium for wide exposure through the mass media. Advertising space is common, but not restricted to these realms; billboards, public transportation, movies (product placement), schools, clothing, even bathroom stalls carry ads and the industry is constantly finding new ways to advertise.

Children are reported to be taking on more influential roles in the decisions of household purchases. Some of the reasons cited for this are changes in family structures like smaller families and single headed households. Other reasons like enhanced technology and the influx of mass media has also been noted. The aim of this study was to examine the extent of the influence that children, in the pre-adolescent age group, have on purchases. The study further looked at the influence of peers, the influence of television programmes and televised advertisements and the types of techniques used by children to influence a purchase decisions. A survey questionnaire was administered to a sample of thirty households with children within the target age group of eight to twelve years. The sample was randomly selected from the Berea West Senior Primary School in Berea West, Durban. These families fell into the middle income group. The results confirmed the existence of children’s influence on purchase decisions. The results also revealed that peer influence does play a significant role on children’s choices. However the influence of television featured less prominently. Influence tactics and techniques used by children was also analysed to see which were more frequently used.

The purpose of this paper is to investigate the impact of the storytelling technique on advertising effectiveness in the South African media landscape. The researcher adopted a qualitative research approach to establish whether the storytelling technique helps make advertising more effective in the South African media landscape. The methodology used in this research study was a case study approach which incorporated perspectives from the various marketing, advertising and media industries of South Africa, in the Gauteng region. A total of 12 in depth interviews were conducted. Respondents were recruited using the purposive sampling strategy. Two of the 12 respondents participated in the pilot study while the remaining ten participated in the actual research study. The research study found that storytelling advertising is indeed more effective than other forms of advertising due to it being more emotionally engaging therefore resulting in it being more enjoyable and memorable than functional advertising. The research study revealed that stories that are based on a universal human truth and are told in a simple and honest manner tend to resonate better with consumers. The study further revealed that advertising that is built around talking stories, which stir people’s emotions and pull their heartstrings, is more effective. It was also found that stories which are supported by a consistent use of distinctive brand assets such as characters, music and jingles, tend to be more memorable and therefore more effective. The results of the study led to the development of criteria marketers should employ when designing story telling advertisements.

Pen is a product, which has used by each and every person. There are various brands of pen in the market of different types of price, colour, design, grip, attractive ink, attractive body, etc. So the pen market is full of competition where the consumer possesses vast variety of choice to select his/her brand which depends on their perception. It is very difficult to find the consumer perception about pen, even though the present study tried to find how the consumer purchase and prefer the brand, what factors influence the purchase of preferred brand of pen? The technique of data collection is through questionnaire. The sampling technique used for this project is convenience sampling. A closed ended with suitable scaling, open ended questions and discussion with the respondents was used to collect the required primary data. In this survey primary data were collected through interview schedule and mall intercept. Statistical tool used for analysing the data are cross- tabulation, Chi-Square- Goodness of Fit, Friedman Test.

Over the years, horticulture emerged as a crucial and emerging part of agriculture, offering a wide range of choices to the farmers for crop diversification. It also provides sufficient opportunities for sustaining large number of agro industries which generate substantial employment opportunities. In India, there are a number of major fruits like banana, mango, citrus, papaya, apple, litchi, pineapple and many others. If we talk about the area covered under fruits we have found out that there is almost 100% increase in the area and 121% increase in production. Specifically speaking Apple is by far the most important fruit. Today, India ranks second in the world in terms of area under apple cultivation. With 2.5 million hectares under cultivation, India produces more than 1.4 million tonnes of apples every year (FAO). Among the fruit grown in India, apple has the third largest area under cultivation, after banana and mango. Being somewhat hard, the potential post-harvest losses in transportation are relatively low and shelf life compared to other tropical fruit grown in India is comparatively large.

Nowadays in many countries, demand for counterfeit branded products increased and this event makes the study of determinants of consumers counterfeit branded products purchase behavior more worthwhile than ever before. The purpose of this paper was examining the impact of perceived brand image on consumer purchase intention of counterfeits such as clothes and shoes in the context of non-deceptive counterfeiting. The explanatory construct in this study include a brand image (Brand Personality, Perceived product attributes, Perceived benefits). This study conducted in Tehran, Iran. The sample size was 188 consumers in Tehran. The results indicated two of three dimensions of the brand image constructs appear to be significantly influential to consumers purchase intention of counterfeit branded products. The reliability of all adopted scales and validity of questions measured and discussed by conducted Cronbach Alpha coefficient and content validity.