Marketing

Customer satisfaction is end result of the service and products quality. This study measures the service quality dimensions given by Parasuraman (1990). The present study is taken up with an objective to measure the opinion of respondents on service quality such as product quality, price, product availability, store environment and design of product display. To assess the customer satisfaction; and to suggest specific steps to improve service quality of the retail store 120 samples are considered to pool up the opinions by structured questionnaire. This study tries to find interrelationship between various Retail Service Qualities dimensions, which will help the retailers to identify the steps needed to improve the overall quality of service.

Managing the marketing mix makes marketing seem to easy to handle and organize. Marketing is separated from other activities of the firm and delegated to specialists who take care of the analysis, planning and implementation of various marketing tasks, such as market analysis, marketing planning, advertising, sales promotion, sales, pricing, distribution and product packaging. Marketing departments are created to take responsibility for the marketing function of the firm, sometimes together with outside specialists on, for example, market analysis and advertising. Both in the marketing literature and in everyday marketing vocabulary the expression “marketing department”, and organization unit, is used as a synonym for marketing function, which is the process of taking care of the fulfilment of customer needs and desires. However, the organizational approach inherent in the marketing mix management paradigm is not very useful either. The psychological effect on the rest of the organization of a separate marketing department is, in the long run, often devastating to the development of a customer orientation or market orientation in a firm. A marketing orientation with, for example, high-budget advertising campaigns may be developed, but this does not necessarily have much to do with true market orientation and a real appreciation for the needs and desires of the customers. The existence or introduction of such a department may be a trigger that makes everybody else lose whatever little interest in the customers they may have had. The marketing department approach to organizing the marketing function has isolated marketing from design, production, deliveries, technical service, complaints handling, invoicing and other activities of the firm.

Firms over the years have sought for ways of marketing their products to enable them achieve their marketing objectives, including sales and profits. As a result, they have experimented with various marketing strategies over the years. All these marketing strategies have had varying degrees of success. However, until recently, trade shows, which was practiced hundreds of years ago was not part of the tools, even though it holds the key to the success of industry. Trade shows have been identified as a cost-effective tool for promoting products of all kinds and origins. Trade shows bring both sellers and buyers together under one roof to transact business. This way, firms interact with their prospective customers or dealers more directly at a relatively cheaper cost. In recent times, there has been the proliferation of trade shows in Ghana. Researchers identified potential benefits firms could derive from participating in such exhibitions as the motive behind such a move. The outcome of the research conducted has shown that indeed positive results are derived from participating in such fairs. These have been discussed thoroughly. Other issues that cropped up in the study included evaluating performance or effectiveness of participation, preparations firms made towards participating and challenges exhibitors faced during the participation of such fairs.

Purpose: The purpose of this study is to discuss that whether a major portion of the monthly budget of each household is spent on FMCG products. With more than 6, 38,588 villages and more than 72.2% of the population, rural India has become a massive consumer goods market. Further the purpose of this study is to examine the brand awareness in rural area and to study the interest of consumers in branded products of Fast Moving Consumer Goods (FMCG). Design/methodology/approach: The paper draws from a research study comprising qualitative methods as well as case study analyses. The central aspect of the approach to this topic is that it is a bottom?up perspective grounded in understanding rural markets. The theoretical scope of the paper includes brand awareness, FMCG products and consumer preferences in impoverished environment of rural markets. Findings: The authors' key finding is that FMCG has emerged as a major product category in rural consumption. Companies marketing FMCG to rural consumers cannot merely extend their general marketing strategies to rural markets. Instead, they need to devise rural specific strategies. The brand awareness is showing increasing tendency everywhere and Baroda Region of Gujarat State is not an exception to it. Research limitations/implications: This research has implications for theoretical and empirical advancement in the areas of structuring marketing activities in rural areas. Practical implications: This research has implications for several aspects of rural marketing strategy. To examine the validity of this general statement that is being discussed day in and day out by the researcher, market managers, producers, consumers, advertisers, etc. Originality/value: This paper suggests that brand awareness and spending power are inextricably linked in subsistence contexts with important implications for rural marketing. Research Paper on brand awareness in rural area of Fast Moving Consumer Goods in Baroda Region of Gujarat State is taken up.

The purpose of the study is to explore the more fields of customer based brand equity in Pakistan telecom sector. Moreover, an effort has made to view the existence of relationship between the brad equity factors. The questionnaire was distributed among the respondents by following the simple random sampling technique. Questionnaires were distributed among 315 respondents. Out of which only 207 were capable for properly filled. Data was analysed through SPSS and relationships between proposed variables was checked through Structural Equation Modelling (SEM). The findings of this study show a significant positive relationship among the four factors of brand equity. The relationships among perceived quality, brand awareness and brand associations are found to be quite strong while the relationship between these three variables and brand loyalty was relatively weaker. This research study highlights the area where companies should focus to gain a sustainable competitive advantage. Further research can be done to find out the root causes of the factors that weaken the relationship of brand loyalty with other variables.

Different media vehicles are used to influence the consumer buying choice and attitude formation. Television is one of the most vital and widely used medium of communication. The present study aims to find out the influence of television advertising on consumer attitude formation and purchase intention particularly in the telecom sector in Odisha. The survey was done to both mobile handset buyers and mobile service buyers with sample 675 and 657 respectively. The data is analyzed through Descriptive Statistics, ANOVA and Post Hoc Tukey test. The result indicated that the more the respondents agreed with the cognitive factors the more is the attitude towards the television advertisement; there is a significant difference between the mean of attitude for different groups of respondents who strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree and strongly disagree with the each of the cognitive factors. The study also revealed that mean of attitude and mean of purchase intention vary for each of the category in the demographic variables.

Children in middle-class India take important decisions in the home, thereby contributing majorly to household budget contours. From buying white goods and cars, to cell phones and grocery and even insurance policies, children under the age of 13 are deciding which brands their parents should or should not buy. On the other hand parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. The aim of this paper is to study the role of T.V. advertisement targeted to the Children in the purchase decision of the family. Today our market is flooded with advertisements targeted to children specially FMCG, Automobiles, Electronic goods sectors where child artists are used to influence the children watching the advertisements on T.V. and ultimately tell their parents about the product to be purchased. This promotional strategy adopted by many companies today has its pros and cons and the authors will try to discuss the same with the help of a primary study to be conducted in Jalandhar District of Punjab. The authors prepared a Questionnaire and apply descriptive statistics and regression analysis to find the impact of T.V. advertisement targeted to children on family purchase decision.

Just back from first frenzied shopping experience in the UK, a four year old ever-inquisitive daughter asked to her father, “Why do we not have a Harrods in Delhi? Shopping there is so much fun!” Simple question for a four-year-old, but not So simple for her father to explain As per the current regulatory regime, retail trading (except under single-brand product retailing — FDI up to 51 per cent, under the Government route) is prohibited in India. Simply put, for a company to be able to get foreign funding, products sold by it to the general public should only be of a ‘single-brand’; this condition being in addition to a few other conditions to be adhered to. That explains why we do not have a Harrods in Delhi.

Rural markets have become integral part of global market. The negative impact of all the recent economic crisis on urban India has been more than offset by encouraging performance in rural areas. To explore and understand rural market is crucial for any marketers today. Rural market is like goldmine with lot of difficulties. This needs to formulate a well designed strategy to feel the pulse of the rural consumers and to tackle the mystic rural market. Many companies go to rural markets, still to make money, not to guide or help or develop rural consumers. The rural marketers must think rural for long-term success instead of short-term profit. In this context this paper highlights the emerging trends and challenges in Indian rural Market.

This paper aims to examine factors influencing the relative importance of firms marketing strategy creativity. 100 completed and usable set of questionnaires was obtained from business managers, entrepreneurs and small business owner operating in surrounding Labuan areas in Malaysia. Data were analyzed by employing multiple regression analysis. Results revealed that Quality of Product and Technological Turbulence were found to be the leading factors influencing the relative importance of firms’ marketing strategy creativity. A creative strategy is the result of certain organizational characteristics and an appropriate strategy formulation process. The findings created an understanding of what attributes of external and internal factors influence the outcome of e-learning in high tech companies.