5 SustainableMarketing
5 SustainableMarketing
5 SustainableMarketing
By
Dr. Dinesh Nilkant
Dr. Varsha Agarwal
Prof. Sunitha B K
ICSBMPSI-2021
Eureka Publications
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ISBN: 978-81-950380-9-1
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Special Thanks to
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6th Semester BBA A
Abstract
Customer relationship management (CRM) has a growing popularity and
is becoming one of the hottest academic and practical topics in the
business field. In fact, due to the competitive environment, CRM is crucial
and has become aniche for firm performance. However, there is limited
research that reveals the relationship between CRM dimensions and
Marketing capabilities.
CRM enables Organizations to know their customers better and to build
sustainable relationships with them. The main components of CRM are
people, technology, and processes. This paper provides an extensive
review of the literature regarding the CRM procosses. In addition, for
organizations to be successful adopter and implementers of CRM
program/systems, they should understand the need for business process
reengineering and effective anticipation and Management of the change
that may accompany any CRM initiatives.
This step emphasizes on increasing the understanding of CRM concept
and communicating and spreading the knowledge of the promising benefits
of CRM programs/ systems to all parties in the organization. All that will
contribute in increasing the success rate of CRM programs/ system
implementation.
Introduction
Knowing your customers better will enable you to serve them better and
keep them loyal forever. This is the Main theme of customer Relationship
Managerment (CRM).
A business philosophy reference stated that “CRM is a relationship
orientation, customer retention and superior customer value created
through process management.” As a business strategy “CRM is a customer
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focus. Consequently, this study is being done with the aim of filling the
gap that has been left because of the very little attention gives to the
above-mentioned dimensions in the hotel industry, Therefore, it is logical
to go into details of about CRM dimensions as follows:-
Customer Orientation
It is important in the first instance to confirm that the Main Main purpose
behind customer-Oriented behaviours is to increase customer long- lasting
satisfaction and to create customer- loyalty. Therefore, studies have
demonstrated that good customer- oriented behaviours, in an organization,
definitely ensures a treamondously positive impact on its performance.
Moreover, current researches have revealed that service firms, like hotels,
require a better understanding of customer orientation and its great
importance to such firm and their performance.
As in the service oriented organization, the delivery of service in a hotel
occure when there is interaction between service providers and the service
encounter. Further more, serveral studies revealed that there is a relation
ship between customer orientation and Marketing planning capabilities.
Hence, we note that despite the numerous positive impacts of customer-
orientation on organization performance, the fact remain that there is still a
shortage of literature about customer-orientation impact on hotel
performance.
CRM Organization
First and foremost, to enhance service employees to conduct customer-
Oriented behaviours, organizations have to develops an appropriate
working enviroment for service in work, for instance, providing staff with
the modern tools and technology, customer- inspirational leadership, and
appropriate rewards system. As a result of the previous supportive working
conditions, organizations can ensure the required customer oriented
behaviours of their employees.
The researchers also argue that CRM cannot be successful even if the
organization enjoy the most advanced technology and adapt a customer-
oriented approach, unless the project is completely integrated by them.
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Further, as a confirmation for this point stress that CRM success dues not
only require technological quality or systems, but it also requires an
effective service concept as well as suitable operation procedures.
Thus, the success of CRM implementation relies on the active involvement
of the employees in the organization itself.
Inevitably, all the organization resources have to be integrated in order to
implement CRM successfully and in turn, to improve organization
performance.
It goes without saying that knowledge about customer plays a vital role in
CRM, taking into our consideration the fact that the Main purpose behind
collecting data about customers is to get a clear image about them from
different perspectives.
Knowledge Management
Needless to say that useful information about customers can be gathered
through interactions with them or from different touch points within the
organization itself, and the criterion for deciding whether CRM is
successful or not, is to effectively transform customer information into
customer knowledge.
In this connection, we can say that Manging knowledge effectively can
greatly help an organization to have success in building better customer
relationship, resulting in a positive impact on the organization
performance.
Customer knowledge management is firmly associated with Marketing
capabilities, and it greatly enables organizations to take strategic
managerial decisions for improving their performance.
Technology Based CRM
CRM strategy will end in failure if the information technology is not used
properly, thus the suitable use of technology in marketing is one of the
greatest opportunities in hotel industry, because of the fact that it is
important to get the right information from the right people at the right
time, so that the right decisions can be made and/or the service can be
rendered.
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CRM can play a key role in developing marketing capabilities, Thats mean
CRM antecedes the development of marketing capabities in the
organization.
Thus, it can be said that marketing capabilities is an intergrated process,
designed to make use of corporate knowledge, skills, and resources, It
enables businesses to meet there customers need in a better way, through
value added services to their products.
Conclusion and Recommendation
In conclusion, this study has provided a theretical model to show the firm
relationship between CRM dimensions, marketing capabilities and hotel
performance. It contributers enormously to the body of knowledge, as it
provides a comprehensive framework that is used for explaining the
impact of the CRM four dimensions on hotel performance.
Moreover, this dimensions of customer-relationship management and hotel
industry performance and uniquely extends the body of knowledge by
explaining the theortical possibilities of the mediating role of marketing
capabilities in the relationship between CRM dimensions and hotel
performance.
References
1. Customer Relationship Management: Key components for IT success,
Industrial Management and Data base. 2011 understanding success
and failure in customer relationship management. Industrial Marketing
Management. 2012.
2. Planning and Doing: The Relationship between Marketing Planing
2010.
3. An Evaluation of divergent perspectives on customer relationship
management. Toward a common understanding of an emerging
phenomenon. 2008.
4. A case of managing customer relationship management.
5. Empricial insignt and lesson learned. 2009.
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02
Retailers Strategies for Engaging the
Customers through Mobile App
Dr. Yashashwini. A1, Umesh Babu. G2
1
Associate Professor, CMS-Jain deemed to be University, Bengaluru.
2
Assistant Professor, East West Institute of Technology, Bengaluru.
E-mail Id: [email protected], [email protected]
Abstract
Mobile apps have become go-to-tactic for retailers as they offer the
promise to provide convenient digital engagement. In this research we can
find two types of customers who are best served with these apps- “offline-
only” customers they purchase exclusively from the retailer’s physical
store, and “distant” customers who don’t purchase through physical store
but feels convenient to access the same on app, which in turn convenient
for customer engagement. The result of the research confirms the
economic value of retailer apps and the significant marketing strategy
adopted to enhance customer engagement.
Keywords: Distant customers, Digital engagement, Customer
engagement, Segmentation variables.
Introduction
1
Today’s competitive market place, retailers are adding value to the
business by adding mobile app which in turn very convenient to the
customers for shopping and enhance customer engagement (Gill et al.,
2017). 2Engagement entails non-transactional interactions with the retailer
such as physically assessing the fit and feel of products, drawing on the
expertise of a salesperson or of user reviews, and identifying alternative
products using the retailer's online recommendations (Van Heerde, 2018).
3
“In today's competitive landscape, a mobile application is not just another
piece of technology for retailers, it is a vital tool to engage shoppers with
their brand”. Evidence suggests that engaging customers is important
because it increases customer value. inquiry.” A natural question in
assessing this impact is which customer segments are best served by the
app. By focusing only on customers who access the app we can provide a
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Distant Customer
Offline-only Customer
Firm Actions
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The above table shows KMO and Bartlett’s Test value to be 0.917 which
make the data suitable for research.
Cronbach's Alpha- Reliability Statistics
Cronbach's Alpha N of Items
0.963 5
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Anova
Sum of df Mean F Sig.
Squares Square
Between 107.141 17 6.302 41.683 .000
Groups
Within Groups 19.958 132 .151
Total 127.099 149
From the above table which can see that significance value is 0.000 which
is less than the required vale of 0.05 which makes the hypothesis
acceptable.
Anova
Sum of df Mean F Sig.
Squares Square
Between 101.593 17 5.976 56.322 .000
Groups
Within Groups 14.006 132 .106
Total 115.599 149
The above table shows that significance value of 0.000 for the hypothesis
Findings, Recommendation and Conclusion
Findings
This suggests that distant and offline-only customers find their interactions
with the app to be more valuable, which, although we cannot measure it
directly; implies they find these actions more engaging. This result
suggests that the digital engagement offered by the app is especially
important for distant customers who lack easy access to the physical
engagement offered by the store. For distant customers, the app may serve
as a substitute for directly visiting the website or for incurring the costs of
traveling to the store.
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03
A Study on Consumer’s Preference towards
Coca-Cola in the Reference to Mangalore District
Velita Carlo1
1
St. Agnes College (Autonomous), Mangalore University, Karnataka.
E-mail Id: [email protected]
Abstract
The study is based on the customer’s preference towards Coca-Cola. A
sample survey is of 63 respondents which was undertaken with the
reference to Mangalore city. The main objective of the study is to know the
customer preference towards Coco-Cola drink.
Keywords: Soft drinks, Coco-Cola, need of consumers, Customer
preference.
Introduction
Coca-Cola is a carbonate soft drink manufactured by Coca-Cola Company
in the late 19th century by John Stith Pemberton. It is originally marked as
a temperance drink and intended as a patent medicine. The drinks name
refers to two of its original ingredients: coca leaves and kola nuts.
Consumer preference is defined as the subjective tastes of individual
consumers, measured by their satisfaction with those items after they’ve
purchased them. This satisfaction is often referred to as utility. Consumer
value can be determined by how consumer utility compares between
different items.
Consumer preferences can be measured by their satisfaction with a specific
item, compared to the opportunity cost of that item since whenever you
buy one item, you forfeit the opportunity to buy a competing item.
The preferences of individual consumers are not contained within the field
of economics. These preferences are dictated by personal taste, culture,
education and many other factors such as social pressure from friends and
neighbors. For example, someone who prefers to own a specific brand of a
smartphone because her friends all have the same brand.
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People often prefer some aspects of a product, but not others. When
comparing sofas, the color, fabric and size of the sofas can each have an
impact on consumer preference, as well as the number of extra cushions
they have. Not all of these aspects carry the same weight. When
comparing two restaurants, for example, you may prefer the food and the
ambiance of one over the other, but having a rude waiter at one restaurant
may cause you to prefer the other restaurant overall.
While consumer preference is an indicator of consumer demand, it’s
important to note that consumer choices are not always determined by
preference alone. Choices are often limited by a consumer’s income or
budget, compared to the cost of the item, which is why so few people drive
luxury cars or fly first-class.
Objectives
To change the sales strategies according to the needs of customers
To know the percentage of people using a particular product
To identify the factors affecting consumers buying behavior
To observe the customers preference towards Coca-Cola
To evaluate the reason to buy cola drinks
Research methodology
Research design: data collected for the study has been divided into 2 parts
Primary data: this data is mainly gathered through the questionnaire
being distributed
Secondary data: this data is collected through various secondary sources
like previous project reports, internet journals and books.
Sample design: the study is directed by the public
Sample unit: selected public
Sample size: 63 consumers
The scale was used for measurement of items. Respondents were asked to
reveal their agreeableness and disagreeableness for the statement whereas
1=strongly agree, 2=agree, 3=neutral, 4=disagree, 5=strongly disagree.
Sample area: Mangalore District
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Limitations
Quality of information is highly related to respondent’s knowledge
The area of study is limited to Mangalore state only. So result may
vary according to geographical area.
Economic and market conditions may very
Study is confined to consumers mostly belonging to age group
between 15-35years.
Literature review
Anand (2016), a study on consumer’s preference towards Coca-Cola
This study was conducted to know the factors which influence people
consumer to prefer cold drinks and major finding of the study is that “coca
cola” is more popular and preferred by rural respondents among all other
categories as its percentage i.e. 22% and 12% of the rural consumers prefer
“limca brand”.
Bangera (2011), study on consumers preference and satisfaction of
Coca-Cola
highlighted the consumer preference and satisfaction towards Coca-Cola
products of ATC beverages with sample size of 70 and this study revealed
that taste and flavor of the product is the main factor which influence the
consumer to try out the product and concluded that the product offers by
the company is good in quality but consumers are less aware of it due to
less proportion activity.
Rowena (2007), a study on preference towards coca cola among
college students in Mangalore city of Karnataka
This study highlight the frequency of brand switching and preference
towards coca cola among college students in Mangalore city of Karnataka.
This study also revealed that a large number of consumers would
eventually try out a new product, the youth will do so at a much quicker
pace and they fail to remain loyal to a single brand but alter preferences
from one brand to another in the same product class over a period of time.
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Table 20.Do you think taking too much coke would cause health problems?
Yes 50 79.3
No 2 3.1
Don’t know 11 17.4
Table 21.What do you think about the characteristics of coca cola logo?
Bright colour 32 50.7
Eye catching pattern 30 47.6
Other 1 1.5
Table 22.Will you focus on coca-colas new products?
Yes 38 60.3
no 25 39.6
Table 23.What all changes do you want the
manufacturer to make in it to promote sale?
Quality 22 34.9
Price 14 22.2
Advertisement 11 17.4
Flavor 16 25.3
Table 24.What is your most preferred channel
for purchasing Coco-Cola products?
Super markets 24 38.09
Retails 14 22.2
Local shops 16 25.3
Pubs &Restaurants 9 14.2
Table 25.Do you suggest Coca-Cola brand to your family/friends?
Yes 45 71.4
no 18 28.5
Findings
1. In the study female respondents are more compared to male
respondents.
2. As majority of the respondents belongs to students and employee
communities, one can expect good sales of Coca-Cola.
3. The majority of the respondents are young and they are found of
consuming Coca-Cola for several reasons.
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Suggestions
Suggestions have been made based on certain factors as highlighted by the
study.
Efficient Promotional activities pertaining to consumers are to be
taken up.
Company should improve the quality of packaging.
Introduction of a new flavor is suggested to make the product
promotion more efficient.
The company should do the more advertisements to increase the sales.
Conclusion
This treatment of customer has to be continued and different plans in the
future have to be introduced by the company to achieve its vision. To
survive in this competitive era company has to come up with many
innovative taste and flavor.
The study shows consumer prefer Coca-Cola due to taste, quality, price
level and other factors they are satisfied with Coca-Cola when it is
compared to other soft drinks.
The company should also see that they won’t compromise with the
environment and health of the living creature. Has consuming over Coca-
Cola may lead health issues.
References
1. Anand (2016), a study on consumer’s preference towards Coca-Cola,
2. Bangera (2011), study on consumer’s preference and satisfaction of
Coca-Cola.
3. Banumathy and Hemameena (2006), Customer satisfaction and
customer’s preferences towards soft drinks.
4. Bererly J. Tepper, (1998), “Sources of Customer Preferences with soft
drinks. “A Comparative study of different customers segment.”
5. Donnelly (1995) “Companies need to continuously innovate to
maintain market leadership,”
6. Grimm (2004), a study on consumer’s preference towards Coca-Cola.
7. Punitha (2005), a study on consumer’s preference towards soft drinks.
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8. Ray (2009), a study on preference towards coca cola among the young
generation.
9. Rowena (2007), a study on preference towards coca cola among
college students in Mangalore city of Karnataka.
10. Stephen Daniells (2008), “Marketing Research Methodology” Pearson
Education.
11. Thomas Michael, 2012, “Impact of Media on consumers Brand
Preference, “A Study on carbonated Beverage market with reference
to Coca-Cola”.
12. William R. George (1999), “A Study of Marketing strategies and
Brand Preference,” Journal.
13. Z. Ahmed (2013), a study on consumers purchase decision towards
Coca-Cola
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04
Green Marketing in Indian Scenario:
Challenges and Opportunities
Dr. K. Balaji1
1
Assistant Professor in MBA, Sree Vidyanikethan
Institute of Management, Tirupati, A.P India.
E-mail Id: [email protected]
Abstract
In the modern era of globalization, it has become a challenge to keep the
consumers in fold and even keep our natural environment safe and that is
the biggest need of the time. Green marketing is a phenomenon which has
developed exacting importance in the contemporary market and has
emerged as a significant concept in Indian scenario than other parts of the
world, and is seen as an essential approach of facilitating sustainable
development. In this explorative study, the main prominence is given for
the concept, necessitate and significance of green marketing. Data has
composed from various source like books, journals, websites and
Magazines. It explores the major issue in implementation of green
marketing practice. The study escalates the present situation of Indian
market and explores the challenges have with green marketing.
Keywords: Green Marketing, Environment, Traditional Marketing,
Consumerism, Marketers.
Introduction
First of all, environment and environmental problems, one of the reason
why the green marketing emerged. According to the American Marketing
Association, green marketing is the marketing of products that are
presumed to be environmentally safe. Thus green marketing incorporates a
broad range of activities, including product modification, changes to the
production process, packaging changes, as well as modifying advertising.
Green marketing refers to holistic marketing concept wherein the product,
marketing consumption on disposal of products and services happen in a
manner that is less detrimental to the environment with growing awareness
about the implications of global warming, non-biodegradable solid waste,
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Research Methodology
The investigate is exploratory in nature; it focus on Literature review,
Magazines, Journals, websites and the other consistent source.
Review of Literature
Pride and Ferrell (1993) stated that Green marketing, also alternatively
known as environmental marketing and sustainable marketing, refers to an
organization's efforts at designing, promoting, pricing and distributing
products that will not harm the environment.
Polonsky (1994) defines green marketing as .all activities designed to
generate and facilitate any exchanges intended to satisfy human needs or
wants, such that the satisfaction of these needs and wants occurs, with
minimal detrimental impact on the natural environment.
Elkington (1994: 93) defines green consumer as one who avoids products
that are likely to endanger the health of the consumer or others.
Kilbourne, W.E. (1998) discussed areas that must be examined for their
effect in the marketing/environment relationship, namely economic,
political and technological dimensions of the cultural frame of reference.
Donaldson (2005) in his study reported the strong faith of consumers in
the known commercial brands and in the feeble behavior referring to the
"green" claims, which was the main cause behind the consuming failure to
interpret their concerns beyond the environment in their behavior.
According to Prakash (2002), the relationship between the marketing
discipline, the public policy process and the natural environment is
important.
Alsmadi (2007) while investigating the environmental behavior of
Jordanian consumers reveals a high level of environmental conscience.
Frazier (2008) The decision to use environmental claims in marketing
communications is a serious one. Environmental claims must be honest,
sincere and a reflection of the organization's mission.
Brahma, M. & Dande, R. (2008), The Economic Times, Mumbai, had an
article which stated that, Green Ventures India is a subsidiary of New
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the masses and that will take a lot of time and effort.
2. Cost Factor- Green marketing involves green technology, green
power/energy for which a lot of money has to be spent on R&D
programmes for their development and subsequent promotional
programs which ultimately may lead to increased costs.
3. Convincing customers- The Company should ensure that they
undertake all possible measures to convince the customer about their
green product, the best possible option is by implementing Eco-
labeling schemes.
4. Sustainability- Initially the profits are very low since renewable and
recyclable products and green technologies are more expensive.
5. Non Cooperation- The firms practicing Green marketing have to
strive hard in convincing the stakeholders and many a times it may fail
to convince them about the long term benefits of Green marketing as
compared to short term expenses.
6. Avoiding Green Myopia- Green marketing must satisfy two
objectives: improved environmental quality and customer satisfaction.
Suggestions
There are some suggestion that an organizations should implement for
catering challenges.
1. The consumer needs to be educated and made aware of the
environmental threats.
2. Make sure that consumer feel that they can make a difference.
3. The Organization and the Government work in unison towards the
common goal of minimizing the detrimental environmental impact of
their activities.
4. The Organization must use USP (Unique Selling Proposition).
Conclusion
Green marketing is a tool for defending the environment for upcoming
cohort. It is not going to be an effortless model. Indian market consumers
too are prepared to pay top price for green products. Therefore there is a
need for green marketing and a need for a shift in the consumer‘s behavior
and approach towards more environment friendly life styles. Finally green
marketing requires that consumers want a cleaner environment and are
willing to pay for it, possibly through higher priced goods, modified
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05
A Study on Consumer Preference on
Lakmeproducts in Mangaluru
Rithika M1, Dr. Neethu Suraj1
1
St. Anges College (Autonomous) Mangalore.
E-mail Id: [email protected], [email protected]
Abstract
The consumers are the largest economic group in any country and the
present-day business activities are because of consumers only. Thus,
consumers are the pillars of the economy. The consumers are not only
heart of marketing system consumer sovereignty has become a myth on
account of the variety of problem in the process of merchandising the
study of consumer behavior enables marketer to understand and predict
consumer behavior in the market place. Every individual perceives the
world through his senses like hearing, touch, smell, sight and awareness.
The purpose of this research is to study the consumer behaviour and
perception towards cosmetics with special reference to the Lakme
cosmetics products. To understand the attitudes and perception of
consumer's towards Lakme products. Majority of respondents are level of
satisfaction towards the quality of Lakme products is high. Even though
their prices are high, consumer are much satisfied while buying the Lakme
products due to their quality and effectiveness. Thus, Lakme products are
playing a vital role in satisfying the wants of the consumers. The company
can improve the design and look to attract more customers. Data collected
for the study has been divided into 2 parts Primary data this data was
mainly gathered through questionnaire being distributed. Secondary data.
The data collected through various secondary sources like previous
project reports from college library and, internet journals and books. The
study is directed towards the lecturers and students of the educational
institution in Mangaluru. Simple Percentage analysis is used for
calculations. Google form questionnaire is used for survey purpose. The
sample taken for the study includes 50 respondents.
Keywords: Products, Consumer Satisfaction, Consumer Behaviour.
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Introduction
Lakmé is an Indian cosmetics brand which is owned by Hindustan
Unilever. Having Kareena Kapoor and Ananya Pandey as the ambassador,
it ranked at number 1 among the cosmetics brands in India. Lakme started
as a 100% subsidiary of Tata Oil Mills (Tomco). It was named after the
French opera Lakmé, which itself is the French form of Lakshmi (the
goddess of wealth) who is renowned for her beauty. It was started in 1952
famously, because then Prime Minister Jawaharlal Nehru was concerned
that Indian women were spending precious foreign exchange on beauty
products and personally requested JRD Tata to manufacture them in India.
Simone Tata joined the company as director and went on to become the
chairperson. In 1996, Tata sold off their stakes in Lakmé Lever to HUL,
for Rs 200 Crore (45 million US$).
In the Brand Trust Report 2012, Lakme was ranked 104th among India's
most trusted brands and following year it was ranked 71st on the list. In
2014, Lakme was ranked 36th among India's most trusted brands
according to the Brand Trust Report 2014. The company is the title
sponsor for Lakme Fashion Week (LFW) a bi-annual fashion event which
takes place in Mumbai.
The consumers are the largest economic group in any country and the
present-day business activities are because of consumers only. Thus,
consumers are the pillars of the economy. The consumers are not only
heart of marketing system consumer sovereignty has become a myth on
account of the variety of problem in the process of merchandising the
study of consumer behaviour enables marketer to understand and predict
consumer behaviour in the market place. It also promotes understanding of
the role that consumption plays in the lives of individuals.
Objectives of the Study
To understand the attitudes and perception of consumer‘s towards
Lakme products.
To study the growth of the cosmetic sector in today‘s scenario.
To analyses the consumers awareness level towards Lakme products.
To find out the satisfaction level of consumer‘s towards Lakme
products.
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this study on AMOS 16. The SEM results show that there is a close
relationship between customer satisfaction and brand image. The result
of SEM also shows that there is a close relationship between the brand
image and the intent to be loyal and that the relationship between
customer satisfaction and loyalty intent was considered weak. The
indirect relationship between customer satisfaction and loyalty through
branding proved to be very strong. The measure of the benefit of the
brand image is the functional, social, symbolic, experiential and
aesthetic improvement. A survey was conducted among 250
respondents. The results also showed that overall satisfaction affects
customer retention, which means marketers must focus on branding
benefits to strengthen customer loyalty.
9. KISAN SHIVAJIRAO DESAI (2014): In his study he found that the
factors influence on buying behaviour. Buying Behaviour is having a
positive correlation to Advertisements. The research was conducted by
taking a sample of 100 respondents. It is also suggested to make
advertisement quality and content to attract the customers.
10. AKWASI AMPOFO (2014): It is concluded in his study that
advertisement itself is not enough to gain customers. But as a cosmetic
industry they need to advertise to create awareness about the products.
And also, income plays a major role in purchase of cosmetics. And
also, it suggested the cosmetic Industries to give offers and Discounts.
The sample size for the study is 25.
11. G. SYAMALA (2013): “Study of the products of Lakme company ltd.
with reference to Pune city, Lakme is an Indian cosmetics brand from
Unilever”. It began as a wholly-owned subsidiary of Tata Oil Mills
(TOMCO), part of the Tata Group, named after the French opera, the
goddess of wealth. Lakme Indian Cosmetics was founded in 1952. The
then Prime Minister Jawaharlal Nehru personally asked JRD Tata to
make it in India. Simone Tata joined the company as a director and
then became president. In 1996, Tata sold its shares for 200 crores ($
45 million) to HUL. Lakme still occupies a special place in the heart
of Indian women. In this research report, customer satisfaction with
Lakme is highlighted. In addition, an attempt is made to find out who
the competitors are and which different Lakme products are used by
the customers.
12. JUNAID (2013): It is found that the Cosmetic Usage is depends on the
Income of the people. Youth are using more cosmetic items.
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Interpretation
As shown in the table and chart the survey was conducted among 50
respondents in which 17 use for lipstick, 13 use for face, 11 use for eyes, 6
use for nail enamel and 3 use for hair spa purpose.
Table 2.What do you think is the Main
Reason for your use of Lakme Products
Response Frequency Percentage
Quality 26 52%
Availability 11 22%
Variety 7 14%
Price 4 8%
Promotion 2 4%
Source: Primary Data
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Interpretation
As shown in the table and chart the survey was conducted among 50
respondents says that 26 for quality, 11 for availability, 7 for variety, 4 for
price and 2 for promotion is the main reason to buy the lakme products.
Table 3.Which of the Following Products
of Lakme have you Been Using
Response Frequency Percentage
Kajal 15 30%
Mascara 14 28%
Compact 11 22%
Hair Spa 6 12%
Creams 4 8%
Source: Primary Data
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Interpretation
As shown in the table and chart the survey was conducted among 50
respondents 15 are using kajal, 14 are using for mascara, 11 are using for
compact, 6 are using for hair spa and 4 are using creams in lakme
products.
Table 4.Are You Satisfied With The Lakme Products
Response Frequency Percentage
very satisfied 21 42%
Satisfied 14 28%
Neither satisfied nor dissatisfied 10 20%
Dissatisfied 4 8%
Very dissatisfied 1 2%
Source: Primary Data
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Interpretation
As shown in the table and chart the survey was conducted among 50
respondents 21 are very satisfied, 14 are satisfied, 10 are neither satisfied
nor dissatisfied, 4 are dissatisfied and 1 is very dissatisfied with
lakmeproduct
Table 5.Which Online Website do you Prefer to Purchase Lakme Products
Response Frequency Percentage
Amazon 23 46%
Filpkart 11 22%
Myntra 11 22%
Ajio 5 10%
Source: Primary Data
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Interpretation
As shown in the above table and chart the survey was conducted to 50
respondents 23 respondents prefer amazon, 11 prefer flipkart, 11 prefer
myntra and 5 prefer ajio online website to purchase lakme products
Table 6.How Did you Come to Know about the Lakme Brand
Response Frequency Percentage
Through advertisement 19 38%
Word mouth influence 11 22%
Internet 11 22%
Newspaper 5 10%
Work place 4 8%
Source: Primary Data
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Interpretation
As shown in the above table and chart the survey was conducted to 50
respondents in which 19 respondents came to know through
advertisement, 11 respondents came to know through word mouth
influence, 11 respondents came to know through internet, 5 respondents
came to know through newspapers and 4 respondents came to through
work place.
Research Methodology
Methodology is an essential aspect of any research of investigation. It
enables the investigation to look at the problem in a systematic,
meaningful and in an orderly way. The present study is descriptive and
analytical one. This study is based on secondary data.
Primary Data
This data was collected mainly through the questionnaire which was
distributed.
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Secondary Data
Secondary data refers to the information or fact has been collected already
through newspaper, related journal and through Internet.
Research Design
The research design refers to preplanning of what a researcher does in his
study the design adopted in the study comes under descriptive and
analytical research. Such the data collected from the annual report of the
company is analyzed under various, statistical tools.
Sampling Size
50 samples have been undertaken for the purpose of study. The
respondents were selected by adopting convenience sampling technique.
Care was taken to given due representation to the entire population that is
from private employee, government employee, student, business and
homemaker. Again, care has been taken to include respondents of different
locations at Mangaluru District.
Limitations of the Study
1. The project is subject to following limitations of the study.
2. Sample size in 50 due to the constraints of time and resources.
3. The method which was adopted for collecting the data i.e., convenient
sampling method in this study has its own limitations.
4. The customer response may be biased and it has only limited
applications.
5. The study pertains only to the selected respondents of Mangaluru.
Therefore, the findings out of the study cannot be generalized at all
places.
Findings of the Study
1. 92% of the respondents use the Lakme products.
2. 34% of the respondents are using the Lakme products for lipstick,
26%for face, 22% for eyes, 12% for nail enamel and 6% for hair spa.
3. 30% of the respondents are using Lakme products for less than 5
years, 24% for 2years, 18% for more than 5 years, 14% for 1 year and
2 years.
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23. Majority of the respondents did not face any problems while using
Lakme products.
Conclusion
This research study thus given insight into consumer behaviour and
consumer perception related to the usage of Lakme products in Mangaluru.
Naturally, a person grooming himself or herself perceives that their level
of confidence and happiness would increase. Now a day more of men also
interested to use cosmetic products. Lakme should launch new categories
of beauty products for men. Consumer buying behaviour is the important
factor to forecast the sales of any products in a particular area. So, the
company should keep a close eye on market situation.
Even though their prices are high, consumer are much satisfied while
buying the Lakme products due to their quality and effectiveness. Thus,
Lakme products are playing a vital role in satisfying the wants of the
consumers. The company can improve the design and look to attract more
customers.
References
1. Bernstein, Douglas A. (5 March 2010). Essentials of Psychology.
Cengage Learning. pp. 123-124. ISBN 978-0-495-90693-3. Retrieved
25 March 2011.)
2. Elizabeth A. Minton, Lynn R. Khale (2014). Belief Systems, Religion,
and Behavioural Economics. New York: Business Expert Press LLC.
ISBN 978-1- 60649-704-
3. E. Bruce Goldstein (2009) 'Sensation and Perception; 8th Edition,
University of Pittsburgh and University of Arizona ISBN-10:
0495601497 | ISBN-13: 9780495601494, pp. 5-7
2. Gregory, Richard. "Perception" in Gregory, Zangwill (1987) pp. 598-
601.
3. J. Scott Armstrong (1991). "Prediction of Consumer Behaviour by
Experts and Novices". Journal of Consumer Research (Journal of
Consumer Research Inc.) 18: 251-256. i:10.1086/209257.
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06
Green Marketing-An Analysis
of Starbucks Company
Paladugula Krishna Jayanth1
1
BBA 3rd Year, International School of Business Research,
(Affiliated to Banglore University) Electronic City, Banglore.
E-mail Id: [email protected]
Abstract
GREEN MARKETING concept is acceptable in letter and spirit to all
stakeholders such as producers, consumers, governments and investors
etc. at large as it protects, conserve environment and brings sustainability
in providing healthy and eco-friendly goods & services, which helps in
planet safeguarding. Ethical consumerism is a broad term that selling a
good product at reasonable price, with pure ingredients,TRANSPARENCY
of information and promotion.The transparency in sustainable design,
consistent messaging intentional pricing, and social proof that enables
financial reward and environmentally fairness of the company. Green
marketing aims to improve their communication in terms of ethically
conscious products. Sometimes misleading consumers on their true
intention may happen by the companies which phenomenon is
GREENWASHING. The trust between business to consumer is damaged
which can further lead to boycott of the particular product. GREENPRICE
for the products may be a little higher than the convention alternatives due
to the change in process, technology inputs and modifications, but in the
long run the price will become reasonable. The social responsibility has
started that companies must behave in an environmental friendly
fashion.The present study explains the green marketing strategies,
methods and an analysis is made how the Starbucks Company has adopted
it for its growth and expansion to achieve the previously achieved goal.
Keywords: Green Marketing, sustainability, Transparency, Green
Washing, Green Price, Strategies.
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Introduction
Climate changes caused variation in the environment such as earth
warming, severe flooding, serious rains and no rains, earthquakes, tsunami
and many unfavourable changes in temperatures. This has lead to several
countries taking action to safeguard rich earthly environment. The safeless
technologies and production methods are increasingly harming the eco and
earthly environment in which the human beings and other living creatures
are facing serious side effects. Unhealthy sourcing and production
processes accompanied by the release of poisonous wastages. Ethical
consumerism brings awareness among the suppliers of goods and services
to follow in letter and spirit. It involves marketing of goods at fair price,
usage benefits, safety and social responsibility to the society at large. Thus
Green Marketing and ethical consumerism helps the producer and the
consumer interdependently and protect the world earth environment.
Green Marketing refers to the process of selling products or services based
on the environmental benefits. The consumers will view greenness in
production, packaging and marketing that leads to pro decisions of buying.
Green Marketing satisfies human needs and environmental conditions and
strengthens ecological balance. The term Green Marketing refers to the
planning, development and promotion of products or services that satisfy
the needs of consumers for the quality, output prices and services without
negative effect on the environment with regard to use of inputs.
Meaning
Green marketing is a broad term which covers producing of products or
rendering of services and selling, based on their environmental benefits.
The products or services have environmentally friendly production,
packaging and selling. It pulls customers willingness to purchase. Green
marketing is the marketing of products that are presumed to be
environmentally safe and which cover all activities such as product
suitability, its shapes and modifications, production process, usage of
packaging material to fulfil environmental safety conditions.
Ethical consumerism refers to purchase of more goods and services which
are ethically sourced. Ethically produced, ethically distributed to satisfy
the consumers. Ethical consumerism is a broad term which involves of
telling a good product at good price but also covers so many other factors
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Stakeholders Acceptance
The Green Marketing has acquired wide acceptance by all stakeholders.
There should be a need to lay down the standard with regarding to green
source, production, marketing and advertising for an objectivity judgment
by international agencies. It will encourage the activities and much-needed
levels of playing fields.
Factors that Promote Green Marketing
The practice of green marketing by organizations will add to the costs in
sourcing, modifications to the production process and fair advertising etc.
Generally the following factors will affect the green marketing.
Income Level: The increase in income levels of consumers probably helps
to consume these goods as the income increases the demand for green
products also increases.
Younger Age People: Generally younger people aware of latest trends in
technology, environment factors, production process, social interaction
and shows more interest in general well being of the society, ultimately
motivated to purchase green products or services.
Social Norms: People are more likely to consume ethically when they live
in an area which is relatively common and influence the green products
consumption.
Exploitation: The green consumers will be exploited by the organizations,
deliberately mislead the public by false matter and using appropriate
words such as natural, real, environmental friendly have become
thoroughly polluted to increase product sales.
Green Market Trends
The organizations have realized that:-
Organizations believe there is moral obligation for social
responsibility to the environment to give back something to the
society.
The consumers are referring green products that do not harm health,
environment and quality perspective.
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07
Concerns of Supply Chain Management and
Threats in the Resilient Markets
Dr. Abhishek Sharma1
1
Assistant Professor, Bareilly College, Bareilly (U.P.)
E-mail Id: [email protected]
Abstract
Because of the expanded rivalry and multiplication of different items, the
market request has gotten unpredictable and overseeing vulnerability has
become significant piece of inventory network. Many assembling
organizations in India are confronting intense rivalry and trouble in
coordinating with the market costs of items made in different nations.
Ware related items contend basically on cost though short life cycle items
contend on highlights, assortment and execution. For some, ware based
items, Indian organizations don't have the economies of scale. To oversee
Highly esteemed items the organizations need to come out with different
imaginative arrangements like systems administration with providers who
are situated in various topographical areas.
Keywords: Uncertainty, Short life cycle Products, Highly Valued
Products, Performance.
Preamble
“Supply Chain management is a set of approaches utilized to efficiently
integrate suppliers, manufacturers, warehouses and stores, so that
merchandise is produced and distributed at the right quantities, to the
right locations, and at the right time, in order to minimize system wide
costs while satisfying customer service level requirements”
David Simchi- Levi, Phillip Kaminsky, Edith Simchi-Levi
Inventory network has arisen as one of the most remarkable business
devices in the new occasions. Providers, producers, wholesalers, retailers
and a large group of administration associations have found that they need
to either change their activities or be beaten by rivalry from more forceful
organizations. Organizations are moving towards a complete arrangement
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Transportation
Facility area
Information
Sourcing and
Pricing
Production: The Performance of the supply chain depends upon what
is produced, how it is produced and when it has to be produced.
Inventory: All the raw materials, work in progress and finished goods
comprises inventory. Any change in inventory policies can greatly
affect the efficiency and responsiveness of the supply chain.
Transportation: Inventory has to be moved through various
combinations of transportation modes. The responsiveness and
efficiency of the supply chain is significantly affected by the choice of
transportation routes and modes.
Facility location: Decisions regarding the location of the facilities,
their capacity have a major impact on the performance of the supply
chain.
Information: Information consists of analysis of data regarding
inventory, facilities, transportation and customers throughout the
supply chain. It helps the supply more efficient and responsive.
Sourcing: Source is a specific location or enterprise where goods are
obtained. It is the activity of buying or procuring the right materials in
right quantities of right quality, in right condition, in the right time, at
the right price from the right supplier. An effective procurement
strategy involves reduction in no of suppliers due to which buyers can
negotiate effectively with limited suppliers.
Pricing: Pricing affects the customer segment which is price sensitive.
Sellers adapt short term discounts to eliminate supply surpluses.
Customers with varying needs can be attracted with the help of
differential pricing strategy which helps to either increase revenues or
decrease costs.
Challenges for Achieving Strategic Fit
Increasing Product Variety
Makers have depended on mass customization to satisfy the client's need
for altered items. The intricacy of store network increments with the
expansion in item assortment. Expanded assortment prompts expanded
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run at less limit or stay at work longer than required to satisfy client needs,
imperfect strategic costs, item will be at wrong spot at some unacceptable
time affecting client care. Having a strong danger the executives
methodology can assist you with alleviating regular disappointments. An
all around arranged and executed methodology can assist you with limiting
and control the effect startling occasions can have on your inventory
network, while boosting the open doors they can introduce.
Inventory network the executives is sharp in putting resources into RFID
these days as it can give them preferences in perceivability of their items
through the inventory network. The advantages are viewed as enhancing
different strategies for perceivability, for example, Electronic Data
Interchange and bar coding. Different advantages of RFID can be seen
outside of ordinary inventory network, for example, a decrease in burglary
from the stores, transport or capacity, and an impediment to increment in
item falsifying. Both of these issues are costing organizations billions of
dollars every year. Drug organizations are progressively stressed over
forging and RFID labels on every item may assist with this issue.
Inventory network the board has become a critical factor in the
achievement or disappointment of any firm.
References
1. D.K .Agarwal, Logistics and Supply Chain Management, MacMillan
Publishers Ltd, 2003.
2. K.Shridhara Bhatt, Logistics and Supply Chain Management,
Himalaya Publishing House, 1st Edition.
3. Sunil Chopra, Peter Meindl, D.V. Kalra, Supply Chain management,
Pearson Education Inc.3rd Edition.
4. Rakesh singh, when scm works and when it doesn’t, Indian
Management, December 2002, pp40-42.
5. http://www.ciilogistics.com/newsroom.htm.
6. https://newsletter.ciilogistics.com/march2013/1w/nlfull.htm#article.
7. http://www.softwarethinktank.com/articles/%EF%BB%BF-top-5-
reasons-supply-chains-fail.
8. http://www.supplymanagement.com/news/2013/the-five-major-issues-
facing-supply-chain-leaders.
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08
A Study on the Changing Customer Perceptions
towards Health Insurance amidst COVID-19
Sharon Elizabeth Jacob1, Dr. Kanchana Naidu2
1
Student, III B.Com (Commerce), Women’s Christian College, Chennai
(Affiliated to University of Madras)
2
Associate Professor, Department of Commerce, Women’s Christian College,
Chennai (Affiliated to University of Madras)
E-mail Id: [email protected], [email protected]
Abstract
The health insurance sector in India saw slow growth in the country as a
vast majority of the population either remains unaware of health
insurance or looks at it as an investment with no return. Even of those
insured, a large portion remains inadequately insured, failing the very
purpose of health insurance. But the COVID-19 pandemic caused a
tremendous growth in the health sector from early 2020. This paper
primarily aims to determine whether the recent growth is just a temporary
response to the pandemic, or whether the pandemic had indeed caused a
permanent change in the mindset of the public towards health insurance.
In addition to it, the perceived benefits and satisfaction derived from
health insurance policy by policy-holders are also studied.
Keywords: Health Insurance, Policy Holders, COVID-19, Pandemic,
Customer Perception.
Introduction
Health insurance is a type of insurance which provides the insured
coverage for medical, surgical, and sometimes dental expenses and the
cost of prescription and over-the-counter drugs incurred by them, in return
for a periodic payment of a sum called premium. Doing so, the risk is
spread over all the insured. Most comprehensive insurance programs today
cover the expenses associated with routine, preventive, and emergency
medical procedures. Health insurance providers (can be government or
standalone private insurance providers) can either reimburse the insured
for the expenses incurred by them, or can also directly pay the health care
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Primary Data
Primary data was collected via structured questionnaires in the form of
Google Forms from respondents all over India.
Secondary Data
Secondary data was collected from research articles, journals, newspapers
and statistical publications.
Data Analysis & Interpretation
Table 2 shows the health insurance status of the respondents. Majority of
the respondents (96.67%) had an existing health insurance policy .70% of
the respondents had a private insurance provider while the rest of the
respondents’ insurance provider was the government. Highest number of
respondents (12) paid an annual premium of more than Rs.30,000. 46.67%
of the respondents knew that COVID-19 was covered under their
insurance plan.
Table 3 depicts the reasons the respondents had for taking up health
insurance. It shows that the primary reason people take up health insurance
is for risk cover, followed by better medical treatment and rising medical
costs.
Table 4 shows that the majority of the respondents strongly agree that
health insurance reduces out of pocket expenditure and also leaves the
savings intact in case of health emergencies.
Table 5 shows the satisfaction derived by the respondents from their
health insurance policies, in respect to various aspects of the policy.
Highest satisfaction is derived from the availability of good linked
hospitals followed by the reputation of the insurance provider, their
customer service, coverage provided by the plan and the claim settlement
speed and procedure.
Table 6 shows a comparison of the respondents’ attitude towards health
insurance and its advisability before the pandemic and now during the
pandemic. Before the pandemic only 10 of the respondents would have
highly recommended health insurance to others, while after the onset of
the pandemic 22 respondents highly recommended health insurance.
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Table 1.Demographics
Particulars Variables Frequency Percentage
Gender Male 14 46.67%
Female 16 53.33%
Transgender 0 -
Age Below 30 years 11 36.67%
30-45 years 3 10%
45-60 years 16 53.33%
Above 60 years 0 -
Marital status Married 19 63.33%
Unmarried 11 36.67%
Separated 0 -
Widowed 0 -
Education Graduate 14 46.67%
Post-Graduate 6 20%
Professional 4 13.33%
Others 6 20%
Occupation Student 11 36.67%
Unemployed 0 -
Salaried 17 56.67%
Self Employed / Business 2 6.67%
Monthly income Below Rs.15,000 2 6.67%
Rs.15,000-Rs. 30,000 1 3.33%
Rs.30,000-Rs. 50,000 3 10%
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Conclusion
People today are aware of health insurance and its various features and
benefits. Majority of the policy holders look at health insurance as
necessary as they reap multiple benefits (like risk coverage, linked
hospitals, etc.) and are highly satisfied with their insurance provider and
their insurance policy. The pandemic has aided in improving the value and
perceived necessity of health insurance as after the onset of the pandemic
the proportion of the respondents who earlier either recommended or were
neutral towards health insurance decreased and the proportion who highly
recommends health insurance increased significantly. This depicts that the
growth in the health insurance sector after the onset of the pandemic is not
just a temporary response to the COVID-19 pandemic, but a shift in the
perspective of the policy holders as to how important and necessary health
insurance is in today’s world.
References
1. Anjali Jacob, A study on customer perception towards health
insurance inRanny Taluk, International Journal of Advance
Research and Development, Volume 3, Issue 12, 2018.
2. Arunesh Garg, Satisfaction and Problems of Health Insurance
Policyholders in India, International Journal of Banking, Risk and
Insurance Volume 1 Issue 2 September 2013.
3. Garage D, Tare S, Das S. A study on consumer's understanding of
health insurance benefits. J Dent Res Rev 2020;7, Suppl S2:62-4.
4. Jyoti Prakash Rath, Dr. Maheshwar Sahu. (2017). “A Study on
Growth And Development of Health Insurance In India In The Post
Privatization Era.” International Journal of Research-
Granthaalayah, 5(3), 287-292.
5. Khan, Muazzam & Bharathi, S. Vijayakumar & Londhe,
Bhausaheb. (2015). Ranking the Critical Buying Factors of Private
Health Insurance Using Analytic Hierarchy Process. Indian Journal
of Science and Technology. 8. 35-42. 10.17485/ijst/2015/
v8iS6/62090.
6. Muthu, M. Vinoth., A study on health insurance schemes of select
health insurance companies in india, 2019.
7. Prof. Nirav R. Joshi, Prof. Suraj M. Shah, An Empirical Study On
Consumer’s Perception Towards Health Insurance In Ahmedabad
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09
Post COVID-19 Brand Care: A Perspective
on the Strategies for Advertising
and Marketing Campaign
Iqra Manzoor1, Dr. Zia-ul-Haq2, Nadia Rashid3
1
Senior Research Fellow, Central University of Kashmir.
2
Senior Assistant Professor, Central University of Kashmir.
3
Senior Research Fellow, Central University of Kashmir.
Abstract
With the spread of COVID-19, conventional wisdom was questioned. This
pandemic has effected every aspect of life and economy. It has effected the
face of business, marketing, branding and advertising forever. Customers
and business organisations both faced disruptions and now the vaccine is
on its way to reach all the regions of the globe. Therefore, there is a need
to carry on lives and work by adopting appropriate measures and
strategies. This paper presents the overall strategies that can be put into
place by brands to revive post COVID-19 pandemic. The strategies that
can help the businesses to deal with the changing times include;
addressing the concerns of consumer, communication and campaigns
according to the changing times, employing influencers and endorers.
Keywords: brands, COVID-19, pandemic, advertising.
Introduction
There have been a number of lethal virus pandemics throughout the history
of mankind. In the 14th century (between AD 1346-1353), the Bubonic
plague (also known as Black Death) killed almost 75 to 200 million of the
human population. From February 1918 to April 1920, the Spanish flu
(also known as the 1918 flu pandemic) was a lethal influenza pandemic
caused by the H1N1 influenza a virus (wikipedia).
In current times, viruses such as Ebola and SARS are less lethal than their
predecessors, still managed to wipe out a significant number of infected
people. Towards the end of 2019 a new virus broke out in the Chinese
region of Wuhan named COVID-19 by the World Health Organization
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(WHO), within a month reached epidemic status and within two months
elevated to a pandemic status (Escalas, 2004).
The virus has effected the consumer behaviour making it highly palpable
as the mortality rate increased due to its global spread. It has resulted in
the empty retail store shelves and panic buuying for certain catagory of
products. This behaviour was due to fear and anxiety and fear that
emerged in the face of virus (Holt, 2005, 2012).
The effect of corona virus pandemic on world economy is most likely to
be unprecedented after the Great Depression of 1930 (Euronews, 2020)
and has therefore resulted in the most significant changes in the history of
marketing. Due to social distancing and widespread lockdown worldwide,
the short term effect of the virus could be felt immediately.
The post pandemic era will have the effect as it has caused the intense
economic, cultural, social and political impact (He, H., & Harris, L. 2020).
There is no certainity about when the pandemic will end and how long its
effect will be felt. There seems be be unison that the recovery will be
difficult and slower than the ‘Great Recession’ of 2008 (R. Taylor, C.,
2020).
Organisations have been troubled by uncertainities and doubt and the
situation is evident in the business and marketing. The COVID-19
pandemic has caused changes in the consumer behaviour which inturn has
resulted changes in the marketing, promotions and advertising. Brands
have reevaluated their strategies regarding current and post pandemic
marketing and advertising campaigns to maintain constant flow of income.
During these challenging times advertising industry have suffered as the
expenditure on advertising and marketing campaigns have declined
worldwide substantially (R. Taylor, C., 2020). This paper aims to discuss
the strategies regarding advertising and marketing campaigns that brands
can put into place to revive after COVID-19 pandemic.
COVID-19 and Brands
Many countries were send into lockdown and some businesses are
effected far more than others. COVID-19 pandemic has effected each
sector differently. As the vaccine is out and yet to reach all the regions, it
is already impacting several things and is imperative to consider what post
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will require a change after the pandemic is over. Brands should make
changes in the advertising and marketing campaigns by focusing on
creative and strategic marketing campaigns and ads. Investing in ads and
campaigns is crucial to be in existance post pandemic.
Communication for new normals
COVID-19 is bizarre time for businesses and marketers. Contactless
payments and deliveries are the new normal due to the pandemic. It has
caused attitudinal shift resulting in new consumer behaviournad that is not
the status quo. Post COVID-19 era will be different for brands and
marketers with a different behaviour of customers. Customers will be
looking for reassurance and want to deal with the brands that were
considerate during the pandemic times. It will be cost effective for
companies to make changes in the pre and during pandemic campaigns
then creating brand new content. Brands who hadsend a social message a
social message to audience during these tough times should make relevant
changes to the existing content so that their empathy and insightfulness is
not forgotten.
Moving beyond advertising communication
Brands need to be tactful, mindful and empathetic to the customers during
these tough times. Brands must admit the crisis while constantly reflecting
right tone and message that will retain the customers. This can be achieved
by right marketing campaigns. Brands must also use a representative to
gain market, whether an influencer or endorser, to disseminate the content.
Truthful, accurate and clear content should be dessiminated from the
bloggers and influencers.
Conclusion and Directions for Future Research
“Its not the strongest of the species that servives, nor the most intellegent,
but the one most responsive to change” Charles Darwin, 1809.
COVID-19 pandemic is the tough times for individuals and businesses as
the crisis is something that has establised new business reality and created
a new normal. Brands had lowered the spending on advertising as COVID-
19 has brought panic and caution into the business world. This article
presents the strategies that brands can put into place to revive post
COVID-19 pandemic. Compared to pre COVID-19 crisis, the challenges
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to the businesses were far greater during pandemic times due to unstable
situation and changing behaviours. Brands can actively adopt new
strategies in post crisis time to serve the changing needs and behaviours of
consumers. The main objective of the paper was to put forward the overall
advertising and marketing campaign strategies for the brands but future
analysis should focus on deeper issues relating to advertising and
segements of customers. From the research perspective, it is important to
conduct studies which would extend the current findings. The academic
community can engage in studies on following research questions:
What is the impact of attitude and intention of customers towards
advertising and marketing campaign post COVID-19 pandemic?
How change in consumer behaviour due to crisis has changed their values
and beliefs?
What could be the long tern and short term impact of COVID-19
pandemic on advertising after the pandemic is over?
How the long term and short term change in advertising and marketing
campaign would effect brands?
What is the impact of influencer marketing towards advertising and
marketing campaign post COVID-19 pandemic?
Such studies could help brands to better understand the market post
COVID-19 pandemic and make a stronger existence.
References
1. ‘Pandemic’, accessible at: https://en.wikipedia.org/wiki/Pandemic#:~:
text=Throughout%20human%20history%2C%20there%20have,people
%20in%20the%2014th%20century, accessed on 25 December, 2020.
2. Charles R. Taylor (2020) Advertising and COVID-19, International
Journal of Advertising, 39:5, 587-589, DOI: 10.1080/02650487.
2020.1774131
3. Escalas, J. E. (2004). Narrative processing: Building consumer
connections to brands. Journal of consumer psychology, 14(1-2), 168-
180.
4. Euronews (2020), ‘COVID-19: World economy in 2020 to suffer
worst year since 1930s Great Depression, says IMF’, accessible at:
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https://www.euronews.com/2020/04/14/watch-live-international-
monetary-fund givesworld- economic-outlook-briefing-on-COVID-19,
accessed 20 December, 2020.
5. He, H., & Harris, L. (2020). The Impact of COVID-19 Pandemic on
Corporate Social Responsibility and Marketing Philosophy. Journal of
Business Research.
6. Holt, D. B. (2005). How societies desire brands: Using cultural theory
to explain brand symbolism. In Inside consumption (pp. 295-313).
Routledge.
7. Holt, D. B. (2012). Cultural brand strategy. In Handbook of marketing
strategy. Edward Elgar Publishing.
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A Study on the Role of Recent
Trends in Digital Marketing
Mr. Mohammed Tazeer1, Mrs. Basanthi Goswamy1
1
Asst Professor, Darshan College, Affiliated to Bangalore University, St.
Anthony’s Institution, Opp. RV College, Mysore Road, Bangalore-560059.
E-mail Id: [email protected], [email protected]
Abstract
The rapidly emerging digital economy is challenging the relevance of
existing marketing practices, a radical redesign of the marketing consists
the business needs of the modern times. To reach minimum customers in
the globe it is necessary to assist marketing by using the technology.
Digital marketing is an umbrella term for marketing using digital
technologies which include internet, mobile phones, display
advertisements and of any other digital medium. Marketing in today’s
environment performs various marketing initiatives which reflect
marketing in the dawn of new age of marketing. The trend of digital
marketing is growing day by day with the main concepts of Internet
marketing that is turning into an dynamic platform of digital marketing
along with the electronic gadgets like the digital billboards, tablets and
smart phones, gaming consoles, and many such gadgets that help in digital
marketing. Flipkart with its innovative digital marketing have created a
niche market in online stores competing with the conventional stores
showing the power of online marketing. The case study analyses how
Flipkart.com has brought in an array digital and online marketing
strategies to succeed and make it big in the digital marketing sector.
Digital marketing is going to be top on the agenda of many marketers, and
they might be looking for innovative ways to market online, reduce cost
per lead, increase click-through-rates and conversion rates, and discover
what’s hot in digital marketing. The specific challenges associated with
the new age of marketing and suggestions to overcome it.
Keywords: Digital marketing, SEO, SEM, E-Commerce marketing,
flipkart.com, business models, insights, non internet channels such as
mobile phones, SMS, MMS, challenges and suggestions.
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6. 40% of internet users are most likely to use social networks to keep in
touch with what their friends are doing, whilst only 27% use social to
research/find products to buy.
7. 25% of Instagram ads are single videos. Social Media and video
viewing are the two most popular online activities, together accounting
for more than a third of all internet time.
8. 86% of consumers prefer more authentic and honest brand personality.
9. User-generated content has a 4.5% higher conversion rate.
Online Reputation Management [ORM]
It is coined by public relation. Basically ORM is a process which includes
undertaking of the comprehensive research and the analysis of the online
content. Tracking the user’s actions, opinion about a brand. It reduces the
risk of featuring amongst the negative user sentiments.
Google +
Google has described Google + as a ‘social layer’ that enhances many of
its online properties and that it is not simply a social networking website,
but also an authorship tool that associates web content directly with its
owners or authors. It is the second largest social networking site in the
world after face book.
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Online Advertising
It is a very important part of digital marketing. It is also called internet
advertising through which companies can deliver their message about the
products or services. Internet based advertising provides the content and
advertisements that best matches to consumer interests. It’s common to
hear that Google+ is great for reaching people in tech and it could be true
based on these demographics.
E-mail Marketing
Email marketing when messages about the products or services are sent
through email to the existing or potential consumer, it is defined as email
marketing. Direct digital marketing is used to send advertisements to build
brand and customer loyalty and also to build customer trust and to make
brand awareness. Companies can promote its manufactured goods and
services by using this element of digital marketing easily.
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Ecommerce statistics
1. Email marketing and SEO are the most frequent sources of ecommerce
traffic for respondents across all revenue ranges while channels such
as affiliates and content marketing were less frequently used.
2. Average ecommerce conversion rates are 1%-2%. Even if you are
doing everything right, you can still expect to win the sale around 2%
of the time.
3. For the majority of online transactions, the path from awareness to
conversion is very short - 71% of consumers make their purchase
within a week of awareness or desire.
4. Less than half (43%) of companies with online stores report seeing
significant traffic from social media.
5. In Q2 201, total digital commerce has grown to account for over 1 in
every 6 discretionary dollars spent by consumers.
6. Consumers in Australia, New Zealand, Canada, France, Belgium and
South Africa were most likely to be influenced by price or promotions.
In these countries, more than 38 % of consumers said price and
promotions were the factors that drove their most recent product
choice.
7. 64% of consumers say that watching a video on social media
influenced them to make a purchase.
8. 22% of Omni-channel sellers sell through other marketplaces
(including Amazon, Etsy, eBay, etc.
9. Ecommerce is growing 23% year-over-year, yet 46% of American
small businesses do not have a website.
10. 37% of online spend in the US and Europe is now made through
Amazon. This figure is 57% for US consumers.
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Of course, the most relevant question for marketers is: are people using
SMS to interact with businesses? The answer is yes-more than 1 in 10
SMS exchanges in the US are with businesses. Typically these messages
fit into one of three categories:
Confirmations and verifications (such as purchase confirmation,
identity verification)
Customer service (asking questions, resetting passwords)
Coupons and special offers (timely deals, location-based marketing)
Like email, there are laws surrounding unsolicited SMS messages-users
must opt-in to receive texts. According to a recent report, the top 5 reasons
users opt-in is:
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Affiliate Marketing
It is a type of performance based marketing, in this type of marketing
companies reward their affiliates for each visitor or customer they bring by
marketing efforts created on behalf of a company. An industry has four
major core players the merchants, the network, the publisher and the
customer. The market has grown in such complexity resulting in the
emergence of a secondary tier of player including affiliate management
agencies, super affiliates and specialized third party vendors.
Pay Per Click [PPC]
In marketing it a way of using search engine advertising to generate clicks
to a particular website rather than ‘earning’ those clicks organically. PPC
is good for searchers and advertisers. It is the best way for companies to
advertise and also brings low cost with greater engagement with the
products and services.
Advantages of Digital Marketing
Stay Updated with Products or Services
Digital marketing technologies allow the end consumers to stay with the
company information updated. Nowadays a lot of end users can access
internet at any place and at any time and these companies are continuously
updating information about their products or services.
Greater Engagement with Digital Marketing
Consumers can engage with the company’s various activities. Consumers
can visit company’s website, read information about the products or
services and make purchases online and also provide feedback.
24/7 Shopping
Since internet is available all day long, there are no time restrictions for
when customers want to purchase a product or service online.
Apparent Pricing
Company shows the prices of products or services through digital
marketing channel and this makes prices very clear and transparent for the
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A Feasibility Study on Creating a New Model
to Encourage Textile E-Marketing
Bhanusree P1, Dr. Ethan Malar. J2
1
Student, III B.COM (Accounting & Finance) Women’s Christian College,
Chennai (Affiliated to University of Madras)
2
Associate Professor, Department of Commerce (Accounting & Finance)
Women’s Christian College, Chennai (Affiliated to University of Madras)
E-mail Id: [email protected], [email protected]
Abstract
The project titled ‘A feasibility study on creating a new model to
encourage textile e- marketing’ is carried out with the main objective of
introducing a new model to encourage textile e-marketing and to forecast
the demand of this online platform.
This study focuses on customer’s requirements and anxieties while
shopping online. Confidentiality of information, delivery of right orders,
user-friendly nature and rating of the online platform play an important
role in the customer’s decision as to whether to place the orders online or
to go for traditional shopping. Also, the cost of the product increases as it
passes from manufacturer or producer to wholesaler, then to retailer and
finally to consumer. An online platform can bring great cost advantage to
both the manufacturer and consumer by connecting them directly, thereby
removing a chain of intermediaries between them. In addition to that,
textile societies and clusters have fewer opportunities to engage in online
marketing compared to other players in the industry. Textile shopping is a
recurring activity for any human being that can range from clothing
requirements to decoration requirements. Hence, an all in one platform
for the textile choices of customers that connects major players in the
textile industry through an online platform saves considerable time and
effort and can boost textile trade.
The satisfaction of consumers and cost concerns of sellers are important
factors deciding the price and quality of any product as well as continuous
trade of that product. Hence, the researcher has tried to forecast the
demand of an online platform that directly connects consumers with textile
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cluster listed with the online platform and also facilitate online tailoring if
required of material either bought through this online platform or already
in the hands of the customer. It also incorporates features like cash or
credit payment, rating and reviews etc. and protects the confidentiality of
data while being able to be user-friendly. This research focuses on
feasibility study of this online platform by collecting information
regarding the demand of this online platform from consumers and the
willingness of sellers to sell through it.
Relevance to Sustainable Business Environment and Social
Innovation
A sustainable business environment is one where profitability, concern for
environment and social commitment are in harmony. This online platform
supports profitability of sellers by aiding to avoid costs involved in setting
up and maintenance of physical outlets and related expenses. In certain
cases, it can facilitate commencement of production after receiving orders
which ensures efficiency of raw materials used. This is impossible in case
of physical outlets. Also online platforms do not require buyers to burn
petrol or diesel to buy the product. It aids in moving into a paperless
economy. Thus, it also takes into account environmental concerns. Social
commitments can be kept by ensuring safe working conditions, providing
equal opportunities etc. This online platform promotes fair trade by
charging the seller’s only a reasonable commission out of their sales rather
than exploiting them and also can help reduce pollution. Thus, this new
model of an online platform integrating various players in the textile
industry is in support of sustainable business environment and social
innovation.
Challenges
India has one of the fastest growing internet populations in the world.
Although, India has an online population of 500 million only 50 million
online users buy some kind of products online. According to the World
Bank report, ’Unleashing E-commerce for South Asian Integration’,
although e-commerce in India has grown substantially in recent years,
online sales as a percentage of total retail sales were only 1.6% compared
to 14% for China and 15% globally.
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consumers can enjoy cost benefits as they are directly connected with the
seller and save their time and effort with facilities like free delivery. This
online platform also provides equal opportunities to textile societies and
clusters for online sales. This online platform acts as a single stop shop
and single solution for all the textile requirements of the consumers and
can boost the textile trade in India.
References
1. Annual report of Ministry of Textiles 2019-20.
2. Statista: E-commerce in India-statistics and facts published by
Sandhya Keerlery.
3. Wikipedia: History of textile industry in India.
4. www.ipinnovative.com-Research article titled ‘Impact of Coronavirus
on Indian textile sector’ authored by Ashok Panigrahi.
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Impact of Digital Marketing on Consumer
Behavior and Satisfaction Rate in India:
Perspective to Y Generation
Mr. Arunkumar1, Mr. Diwakar. B1
1
Assistant Professor, Allum Karibasappa Institute of Management, Ballari.
E-mail Id: [email protected], [email protected]
Abstract
In the era of digitization, buying behavior of the consumer has gone to the
heights of purchasing through online and has created new streams for all
sectors towards the product design, product features, price, discount, offer
and so on. To encounter the market/consumer, now-a-days digital
marketing uptrend an essential role in grabbing the interest of consumer
behavior towards buying through various approaches of digital marketing
such as social media, pop-ups, e-mail, websites, blogs, mobile apps and
others. Consumers are inherently focused through psychological,
personal, social and cultural factors towards buying behavior motives and
decision. The research study is basically examined on traditional to
modern marketing by selecting the Y generation (millennial) born kids
who are early adopters of digital platform and play a predominant role in
the aces towards research and transformation of digitization to an
advanced level along with Z generation. There always exists a selection of
favored digital platforms by Y and Z generation but rest of the un-favored
strategies must be perceived positively by both the generations.
Keywords: Digital marketing, consumer buying behavior, y gen, z gen,
traditional and modern marketing.
Introduction
Digital Marketing is a strategy to promote products and services by
different gates of digital channels to reach large customers at specific time
through their favored channel at any part of the globe via Internet and it’s
also called as ‘Online marketing’ or ‘Web marketing’ or ‘Internet
marketing’. With the switch of marketing techniques to digital from
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(10%)
Cashless Transact-ion
Flexibility (30%)
(40%)
Direct
(50%)
Customized
(60%)
Product Comparison
(70%)
Trust
Discounts (80%)
worthiness
website
Search
FACTORS - - - - - - - - - -
Social Media 1 3 3 4 4 12 11 15 32 15
Websites 2 6 5 1 7 25 18 12 7 17
Email 2 3 1 17 13 11 16 12 13 12
Mobile App 4 6 9 7 9 15 14 5 14 17
Pop-ups 0 8 6 12 9 12 12 15 8 18
User feedback's 0 3 9 7 8 15 26 7 11 14
Content 3 12 15 13 8 14 11 8 4 12
Marketing
Digital 6 10 13 5 2 7 10 17 14 16
Discounts
Video Ads 5 9 2 12 8 11 10 18 10 15
Blogs 5 5 11 7 12 10 16 11 10 13
35
30 Cashless Transaction
(10%)
25
20 Ease Access (20%)
15
10 Flexibility (30%)
5
0 Direct to website (40%)
Customized Search
(50%)
Product Comparison
(60%)
Interpretation
Customized return policy and cash back is accepted by respondents as
highest motivating variables to mobile app and social media. Discount is
second towering variable to influence factors like pop-ups, digital
discounts, video ads and next to second its trustworthiness variable
inducing to go for user feedback and blog options. Few other variables like
product comparison, direct to website, flexibility motivates to choose
modern purchase platforms like website, email and content marketing
respectively.
To Assess Consumer Satisfaction Rate at Online Shopping Sites in
India
Table 2.Analysis of consumer satisfaction level
on online purchase by various attributes
VARIABLES
Dissatisfied
Very
Satisfied
Not
Neutral
Satisfied
Very
satisfied
Extremely
FACTORS - - - - -
Discounts 6 6 31 38 19
Cash Back 5 24 28 24 19
Wide Range of Products 7 7 14 40 32
Easy Return Policies 4 16 20 38 22
Flextime Shopping 4 8 19 35 34
Price 4 12 34 34 16
Privacy 9 13 11 30 37
Prime Days 4 18 27 33 18
Product Comparison 6 7 27 37 23
Door Step Delivery 3 8 10 30 49
Credit to Wallet 14 28 24 19 15
COD 6 7 15 33 39
Loyalty Benefits 8 13 24 38 17
Trust on Brands 4 11 33 31 21
Post Purchase Service 4 12 38 33 13
Damage free delivery 12 13 26 25 24
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Personnel Contact 4 16 25 33 22
Grievance Response 4 17 28 33 18
Order Tracking 5 8 19 36 32
No Cost EMI 10 8 29 31 22
60
50
40
30
Very Dissatisfied
Not Satisfied
20
Netural
Very Satisfied
10
Extremly Satisfied
0
Prime Days
COD
Order Tracking
No Cost EMI
Price
Cash Back
Privacy
Credit to Wallet
Personnal Contact
Wide Range of Products
Loyalty Benefits
Discounts
Trust on Brands
Post Purchase Service
Grievance Response
Flextime Shopping
Product Comparison
Door Step Delivery
Interpretations
Consumers are switching to digital shopping platforms which made them
extremely satisfied with following attributes like privacy, door step
delivery and cash on delivery. Few other consumers are just satisfied
through digital shopping with attributes like discounts, wide range of
products, easy return policy, flextime shopping, price, prime days, product
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Abstract
Amidst the competitive and complex market scenario in India, it is difficult
to analyze the changing attitudes, likes, dislikes and satisfactory levels of
customers. The field is such that only the ending and most outstanding will
survive without being choked. The attempt made here is to analysis the
customer satisfaction level towards Supermarket. On the outset itself the
problem was identified and defined as to assess the customer satisfaction
towards food and grocery retailing and design marketing strategies for
enhancement of customer happiness in clear terms with the help of a pilot
survey.
The researcher carried out this survey keeping in mind the need and
importance of the proposed study. And this has enabled the researcher to
easily determine the scope and objectives of this study.
Descriptive approach was considered ideal for the study as it entailed the
ever changing opinion of the customers. Simple random sample has been
taken as 100 respondents with 20 respondents from each of the retail
outlet brands such as food world, subhiksha, spencers, fabmall and
reliance fresh. These outlets have been from in Bangalore north.
They were considered adequate to represent the entire characteristics of
the population for the study. Primary data was collected using structured
questionnaire as an effective instrument. The collected data was tabulated
for the purpose of consolidation and logicality, and the same was analyzed
and interpreted in a judicious way to facilitate systematic progression of
the subject matter of the study.
The findings were taken up for drawing logical conclusions. Based on the
findings suitable suggestions and recommendations were brought out for
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their services and raise their prices and less service. New store types meet
widely different consumer preferences for service levels and specific
services.
Retailers can position themselves as offering one of four levels of service:
1. Self service: Self service is the cornerstone of all discounts operations.
Many customers are willing to carry out their own locate-compare-
select process to save money.
2. Self-selection: Customers find their own goods, although they can ask
for assistance.
3. Limited service: These retailers carry more shopping goods and
customers need more information and assistance. The stores also offer
services (such as credit and merchandise-return privileges).
4. Full service: Salespeople are ready to assist in every phase of the
locate-compareselect process. Customers who like to be waited on
prefer this type of store. The high staffing cost, along with the higher
proportion of specialty good as and slowermoving items and the many
services, results in high-cost retailing.
Marketing Decisions
In the past retailers held customers by offering convenient location, special
or unique assortments of goods, greater or better services than competitors
and store credit cards. All of this has changed. Today, national brands such
as Calvin Klein, Izod and Levi’s are found in department stores, in their
own shops, in merchandise outlets and in off-price discount stores.
In their drive for volume, national-brand manufacturers have placed goods
everywhere. The result is that retail-store assortments have grown more
alike. Service differentiation also has eroded. Many department stores
trimmed services and many discounters have increased services.
Customers have become smarter shoppers. They do not want to pay more
for identical brand, especially when service differences have diminished;
nor do they need credit from a particular store, because bank credit cards
are almost universally accepted.
Supermarkets have opened larger stores, carry a larger number and variety
of items and upgrade facilities. Supermarkets have also increased their
promotional budgets and moved heavily into private brands. Retailers’
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Traditional markets are making way for new formats such as departmental
stores, hypermarkets, supermarkets and specialty stores. Western-style
malls have begun appearing in metros and second-rung cities alike,
introducing the Indian consumer to an unparalleled shopping experience.
As organized retailers carve out a bigger piece of the retail pie for
themselves it’s an exciting time for the retail sector.
With the growth of organized retailing estimated at 40 per cent (CAGR)
over the next few years, Indian retailing is clearly at a tipping point. India
is currently the ninth largest retail market in the world.
The Indian retailing sector is at an inflexion point where the growth of
organized retail and growth in the consumption by Indians is going to
adopt a higher growth trajectory.
The Indian population is witnessing a significant change in its
demographics. A large young working population with median age of 24
years, nuclear families in urban areas, along with increasing working-
women population and emerging opportunities in the services sector are
going to be the key growth drivers of the organized retail sector.
Initially, this was about Indian corporate houses rolling out malls and
supermarkets, but with Wal-Mart coming into the Indian market, the era of
the superstore is dawning.
Unlike the kirana stores that served us for decades, this new breed of retail
chains is heavily dependent on IT.
Wal-Mart, the world’s largest retailer, and Bharti Enterprises have signed
a Memorandum of Understanding (MoU) to explore business opportunities
in the Indian retail.
Review of Literature
The retail sector in India is highly fragmented and organized retail in the
country is at a very nascent stage. Of the 12 million retail outlets, more
than 80% are run by small family businesses which use only household
labour. China and Brazil, took 10-15 years to raise the share of their
organized retail sectors from 5% to 20% and 38% respectively. India too is
moving towards growth and maturity in the retail sector at a fast pace.
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Abstract
With the development of digital era social media consumers have been
increasing and are becoming more dependent on digital marketing. The
new digital marketing channels would become more prevalent and immune
to situations like COVID 19 and companies enhancing in promoting their
products and services to diversified public. Companies are selecting
suitable marketing channels to strengthen the product brand name to
consumers and public at large and allocating budget requirements.
Companies have taken steps to assess current trends during COVID 19,
planned future realistic goals by stabilizing channels, developing
marketing contents, product messages and accessibility of product services
to outreach the consumers and at his residence. Further, organizations
have applied the marketing strategies such as pay per click, search engine
optimizations, social media, Ecommerce, Email, user generated content,
interactive content etc., to meet COVID 19 lockdown situation making
their products, services available to consumers. Because of COVID 19 the
consumers have changed their habits in the ways of bulk purchasing,
searching products on digital platforms, and spending more on groceries,
domestic, pharmacy, health care conscious products and entertainment
items while staying at home. The present study analyses the digital
marketing strategies, challenges, channels that are available to COVID 19
situational sales and also described the impact of the COVID 19 on digital
marketing.
Keywords: Digital Marketing, COVID 19, Social Media, Consumers,
Companies.
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Introduction
Digital Marketing is a component of marketing activities that utilizes
mobile phones, computers, digital media platforms to sell the products and
services. 1990s are recognized as a start for digital marketing but however
it became more sophisticated in 2000s and 2010s with the growth of
proliferation devices that access digital media. With the development of
social media platforms educated consumers became more dependent on
web marketing for their common and daily requirement from 2013
onwards. Today it has become inseparable from the concepts of marketing
and technology development. The concept of digital marketing enhances
the customer relationship management. Now a day’s consumers are using
different channels for product information and their behavior diversified
the marketing technologies. Digital marketing is also referred as internet
marketing, online marketing or web marketing.
Objectives of Study
a) To analyze the digital marketing platform and strategies that has been
working prior and during COVID 19 in the market arena.
b) To study the changing consumer, active digital sales, COVID 19
marketing challenges and successful digital companies during COVID
19
c) To give conclusions based on the study.
Source of Data: The present study is based on the secondary data on
digital marketing sustainability during COVID 19 and impact of corona on
digital marketing growth.
Methdology: The secondary data is collected with regard to digital
marketing strategies, changing consumer and market challenges prevailed
during COVID 19 and conclusions are given based on it.
Distinctive Characters
Digital Marketing offers new channels in addition to conventional that
works entirely on many online platforms. It enables enormous availability
of data to public and help companies to make better informed campaign
decisions. Digital Marketing would become more prevalent if there is
brand awareness, price benefits, quality and belief exists and it is immune
to situations like COVID 19 and strikes other situations. It is having a
better future growth and the COVID 19 situation promoted its track to
greater extent.
There was 5 trillion online ads growth annually in digital media by
2014 and the digital media spending growth crossing 49%.
During the COVID 19 the digital marketing played vital role in getting
products as public was unable to move outside.
As per Zeniths Advertising Forecasts 5% growth in expenditure per
annum and 330 billion dollars of the advertising will reach by 2021
which account 49% of global expenditure.
The location based marketing is a great attracting point that half of the
advertisers increasing their budget. Further reduction in Instagram
rates is also an impact showing factor.
The factors such as revenue on SnapChat rose from 1.21 billion dollars
to 1.68 billion dollars in 2019 and social referral traffic was grown by
110% in the last two years.
Brand Awareness
Brand awareness is the prerequisite of consumer buying decision. Content
market institute study reveals that 83% of digital marketing expenses are
invested on enhancing brand name in public.
Impact of Brand Awareness on Digital Marketing
Because of brand awareness 71% of retail purchases are made in USA
and 82% of online shoppers are looking for the services from well
known brands.
A survey by Statista projects that 231 million people in USA use
internet shopping and compare products and prices.
According to Deloitte, one in three US consumers is influenced by
social media when buying a product and 47% interact with the brand
on social media.
Benefits of Social Media Marketing
Company can promote diversified large audiences at social media
platforms at little cost or no cost.
Companies directly deals with customers on personalized and direct
marketing and feed back is allowed on both the sides.
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Abstract
Health insurance has become inevitable due to changes in life style and
genesis of varieties of diseases. Urbanization and industrial development
have created issues of water pollution, air pollution, soil pollution and
ultimately created threats to the life of people which has also made health
insurance inevitable. The present study focuses on buying behaviour
towards health insurance in Gujarat. The present study is based on
primary data collected with the help of structured questionnaire. The study
found that There is significant influence of demographical factors (such as
Region, Educational Background, Income and Age) on buying behaviour
towards health insurance. It can be said that most of the individuals in
Gujarat are without health insurance and those who are having health
insurance have inadequate health insurance coverage. Those who have
Health Insurance, they buy for family and meeting increasing or high
health care cost. The most commonly cited reasons for not taking health
insurance policy was poor service provided.
Keywords: Buying behaviour, Health Insurance, Demographical Factors,
Health Care.
Introduction
According to the Several studies and government records, considerable
part, even up to three fourth of health care expenses are borne by
individuals and in about 40% of the cases, this leads to huge financial
liability for the affected families. This is further compounded by the
government policy to gradually withdraw from secondary and tertiary
medical care, opening up the field for private sector which inherently is
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profit motivated. Moreover, life styles are changing which results into new
disease patterns that invite for long term medication, coupled with the cost
of medical care. The state of Gujarat has been considered to be developed,
advanced in health care and people are believed to be health conscious,
especially in preventive medical care. In spite of this, the incidence of life
style diseases is high in Gujarat.
Hence, the present study aims to study buying behaviour towards health
insurance as well as to understand the factors influencing the purchase
decision of health insurance policies in the state of Gujarat. The study has
been based on Primary data collected through structured questionnaire. It
is hypothesized in the present study that there is no significant influence of
demographical factors on buying behaviour towards health insurance of
the respondents.
Therefore a study on factors influencing consumer purchase decision in
the health insurance market is relevant for two reasons: 1) The existing
shortage of studies and research gap in an area which is having social
relevance and 2) To understand consumer disposition towards health
insurance concept and the reasons for purchase or non-purchase of health
insurance.
Literature Review
Author and Major Findings
Year
(Dewey, Proposed the classical five stage model of the
1910) consumer buying process. Stage 1: Problem or need
recognition, Stage 2: Information search , Stage 3:
Evaluation of alternatives, Stage 4: Purchase decision,
Stage 5: Post purchase behavior
(Zeithma & Consumer decision making involves a number of sub-
Berry, 1988) concepts. Some researchers have suggested that
consumers are 'value driven'. A consumer's perceived
value may be seen as an expression of 'an overall
assessment of the utility of a product (or service)
based on perceptions of what is received and what is
given. The consumer decision making happens after
the consumer’s evaluation of their perception.
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From the above review of empirical works, it is clear that different authors
have approached buying behaviour for insurance products in different
ways in varying levels of analysis. These different approaches helped in
the emergence of more and more literature on the subject over time. It
gives an idea on extensive and diverse works on buying behaviour for
insurance products. It has been noticed that the studies on consumer
purchase decision of insurance products in various aspects provide
divergent results relating to the study period overlap or coincide. The main
reason for divergence in the results is use of different method for the
measurement of buying behaviour. All the studies aimed to analyze
buyers’ behaviour towards insurance products in India & abroad with
number of factors. The survey of the existing literature reveals that no
specific work has been carried out to examine and ascertain buyers’
behaviour towards insurance products in Gujarat. The present study is an
attempt in this direction and therefore, aims to enrich the literature on
Consumer Purchase Decisions of Health Insurance.
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Objectives
To study buying behaviour towards health insurance.
To understand the factors influencing the purchase decision of health
insurance policies.
Methodology
Geographical coverage
Hence, the research work had geographical coverage of Urban areas of
Gujarat i.e. all eight municipal corporations-Ahmedabad, Surat, Vadodara,
Rajkot, Jamnagar, Junagadh, Bhavnagar and Gandhinagar-together
constituting about 75% of the total urban population.
Sampling Method and Sample Size
The research study has used multi stage random sampling as the method of
sampling. The sample size of the present study was 800 respondents from
all the 8 municipal corporation of the State of Gujarat.
Research Instrument: Questionnaire
Data has been collected using a structured questionnaire based on literature
study. The questionnaires have been delivered in person to the respondents
to ensure better response rate and completed questionnaires have been
collected, providing opportunity for the respondents to clarify point, if any.
Research Design
To understand the buying behaviour of the respondents about health
insurance in Gujarat, the data pertaining to demographical factors (such as
Educational background, Occupation, Income, Age) and variable (such as
hospitalization, medical expenses, source to meet heath care expenses,
health insurance coverage, reasons for having and not having health
insurance) has been collected and analysed. The following hypothesis was
framed:
Null Hypothesis-There is no significant influence of demographical factors
on buying behaviour towards health insurance of the respondents.
Alternate Hypothesis-There is significant influence of demographical
factors on buying behaviour towards health insurance of the respondents.
Hypothesis Testing
The primary data collected was coded and tabulated and analysis was
conducted using MS Office-Excel
Limitations
The present study has also faced problems due to some external factors
which were out of control. Though an effort has been made to ensure
correctness of data collected, it might be possible that some of the
respondents have not provided accurate data. The geographical scope was
limited to the state of Gujarat. Hence, the generalisation of findings might
be limited to societies similar to Gujarat.
Result and Discussion
Age Category of Respondents
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Gender-wise Breakup
Male Female
Vadodara 59.86394558
40.13605442
Surat 89.61038961
10.38961039
Rajkot 60
40
Junagadh 96.20253165
3.797468354
Jamnagar 85.71428571
14.28571429
Gandhinagar 83.51648352
16.48351648
Bhavnagar 79.75460123
20.24539877
Ahmedabad 69.75308642
30.24691358
Out of total respondents investigated for this study, overwhelming majority of them were males (80%) whereas
less percentage was found to be female (20%). In an Indian society the household are normally headed by the
males. It is also observed that in developed cities i.e. Vadodara, Rajkot and Ahmedabad response from women
was found to be good as compared to the developing cities i.e. Bhavnagar, Gandhinagar and Jamnagar; while the
cities having dominance of rural population i.e. Surat, Junagadh have very low participation from women.
Occupation
Occupation
Percentage
Individual’s occupation does have a bearing on his personality and so also the ways of looking at the problem
before him. The quality of life and health is also determined by an individual’s occupation and the income he
derives from it. Occupation of an individual also influences him or her in buying particular health policy or
insurance policy which in turn reflects pattern of behaviour and level of understanding of particular phenomenon.
Hence, occupation was investigated by the researcher as one of the variables for the present study. As people of
Gujarat are business minded, about 50 percentages of the respondents were self-employed and about more than 40
percentages of respondents were working in public and private organisations and professionals. About 10
percentages of the respondents were employed in agriculture and other economic activities including NRI. Hence,
the sample represented fair participation of the respondents as far as occupation was concern.
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Education
Below Graduation
Degree Holder (Other than Professional Degree)
Post Graduate (Other than Professional Degree)
Professional Degree Holder
3%
7%
28%
62%
Education is one of the most important characteristics that can affect the individual’s attitudes and the way of
looking and understanding any particular phenomena. Hence, the variable ‘Educational Level’ was investigated by
the researcher and it was found that educational background varied from region to region and 61 percentage had
education below graduation level, 28.45 percentage were educated up to degree level, 7 percentage attained post-
graduation and only 3 percentage of the respondents were holding professional degree. It was found that due to
low level of educational background, much effort should be required to create awareness about health insurance
among people in Gujarat.
Marital Status
84.26
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Percentage
Percentage
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Hospitalization
Hospitaization
As idea about requirement of Health Insurance can be known
from hospitalization of the respondents. The higher the
chances of hospitalization, the greater the chances of buying of
health insurance. Hence, variable “Hospitalization” has been
14 studied. It was found that 86 percentages of the respondents
were not hospitalized and hence they did not feel the need of
health insurance. The health insurance providers are required
to convince them health insurance will provide safety and
protection to the entire family against uncertainty of heath care
requirements.
86
NO YES
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Major Observations
Conclusion
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References
1. Arual Minesh Rajkumar, P., & Kannan, N. (2014). Factors Affecting
Customer's Preferences for Selection of Life Insurance Companies:An
Empirical Study with Reference to Tamilnadu. International Journal
of Accounting & Business Management, 2(1), 87-95.
2. Dewey, J. (1910). How We Think. Boston, MA: D C Health & Co.
3. Hansen, T. (2005). Perspectives on consumer decision making: An
integrated approach. Journal of Consumer Behaviour, 4(6), 420-437.
4. Jetawat, P. H., & Mistry, S. H. (2017). Demographic Analysis of
Factors Influencing Purchase of Life Insurance Products in Gujarat.
International Journal of Engineering Development and Research,
5(3), 1087-1094.
5. Lulla, R., & Monu, B. (2015). Changing Perception Of Consumers
Towards Insurance Products (A Comparative Analysis Between Public
Sector & Private Sector Companies). International Journal of
Engineering Technology, Management and Applied Sciences, 3(March
(Special Issue)), 605-615.
6. Patel, V. (2002). Raising awareness of Consumer’s options in the
Individual Health Insurance Market. Health Aff (Millwood)(July-
December, Suppl Web Exclusives), 367-371.
7. Sidhardha, D., & Sumanth, M. (2017). Consumer buying behavior
towards life insurance: An analytical study. International Journal of
Commerce and Management Research, 3(7), 1-5.
8. Suman, S., & Kapoor, M. (2014). Advertising Effectiveness on
Consumer Decision Making & Decision Making : Study ofInsurance
Industry. International Journal of Advancements in Research &
Technology, 3(1), 83-94.
9. Yadav, b., & Tiwari, A. (2012). A Study On Factors Affecting
Customers Investment Towards Life Insurance Policies. International
Journal of Marketing, Financial Services & Management Research,
1(7), 106-123.
10. Zeithma, P. A., & Berry, L. L. (1988). SERVQUAL: A Multiple- Item
Scale for Measuring Consumer Perceptions of Service quality. Journal
of retailing, 64(1l), 112-117.
Abstract
Purpose- The aim of this article is to study consumer buying behavior
towards chips withreference to Bingo and Lays”using factor analysis
approach
Research design- In this paper, variables were identified with the help of
literature Review, which set the relationship between demographics and
tool factor analysis between demographics through which we can study
and establish interrelationship among them.
Findings- The result of Factor analysis identified that, there are Eight
prominent factors, they are: Taste, Availability, Variety, Quality,
Packaging, Price, Visibility, Flavors.
Research limitations- The factor analysis has the prominent factors listed
by inputs of the primary data and which could be biased and may
influence and reliability of the model. The factor analysis does not provide
the ranking or hierarchy of the factors in the research, which may be fixed
using ISM-interpretive structural modelling.
Originality- This study has bbeen made in the period of Sep 2020- Dec
2020 to explore the feasible relationship of Ddemographics and factors of
the consumer buying behaviour to understand the perception ofconsumers
towards chips in Hubli-Dharwad.
Keywords: Buying behaviour, Brand preference, Snacks food.
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Introduction
The Indian food industry is poised for huge growth, increasing its
contribution to world food trade every year. In India, the food sector has
emerged as a high-growth and high-profit sector due to its immense
potential for value addition, particularly within the food processing
industry.
The food industry, which is currently valued at US$ 39.71 billion! is
expected to grow at a Compounded Annual Growth Rate (CAGR) of 11
per cent to US$65.4 billion by 2018. Food and grocery account for around
31 percent of India’s consumption basket.
Accounting for about 32 per cent of the country’s total food market, The
Government of India has been instrumental in the growth and development
of the food processing industry. The government through the Ministry of
Food Processing Industries is making all efforts to encourage investments
in the business. It has approved proposals for joint ventures (JV), foreign
collaborations, industrial licenses and 100 per cent export-oriented units.
Literature Reviews
Tempting food words activate eating simulations: Papies, 15
November 2013-The study of Tempting food words activates eating
simulations of eating the food includes lot of test and texture
temperature off food, situations of eating food, etc.Here in this
literature, we can find the chips especially potato chips are shown ass
unhealthy food because people are forgetting natural and health food
for snacks.
Effect of ripening on eating quality of keitt mango chips: F.
Appiah, P. Kumah, I. Idun, J.R. Lawson (2009)-As per this article
consuming Mango can provide vitamins A, B & C to our body but
Mango is seasonal fruit so it will be stored and make use as per
requirement. Chips showed increased levels of protein and crude fiber
with ripening whereas the levels of carbohydrates declined.
Magnesium levels in chips increased with ripening whereas the levels
of phosphorus, potassium, calcium and sodium declined.
Fish and chips with a side order of Trans fat: The nutrition
implications of eating from fast food outlets: Sue Lloyd Martin
Caraher Tim Madelin (2010)-The article says that chips and fish are
likely to be high tin less healthy, saturated fat, because the oil that they
are cooked in will most likely have been used a number of times. This
will be cooked with remaining fried oil which is not good to human
body where in this case was studied on school and college children.
The only Problem is, children will like their chips’: education and
the discursive production of ill-health: John Evans, Bethan Evans &
Emma Rich (2006)-Eating chips is an extension of the restricted
dietary practices of the home into the school canteen. Although the
concept of lifestyle features prominently in this discourse, it is
fundamentally disconnected from the sociocultural conditions that
pupils may experience.it is he or she who will determine the
authenticity of the patient’s/pupil’s condition. Help feed and define a
culture that builds pressures for perfection and competence that are
impossible and even undesirable to achieve. Rather than having palate
full of fruit now it is chips.
Taste or health: A study on consumer acceptance of corn chips:
Beverly J.TepperAmy C.Trail (1998)-In this this case After evaluating
305 adult consumer data shows result that Data were analyzed using
unique factors like, perception about the corn chips , health dimension
and respondents attitude towards fat in diet and sensory attribute like
color & crunchiness of respondents.
Modification of Fishbein and Ajzen's theory of reasoned action to
predict chip consumption: G.Towler R.Shepherd-This article
explains that 288 respondents replied for questionnaire of consumption
of high fat food item I.e. chips. The important predictor reported that
the theory of reasoned action is both the person’s attitude and the
subjective norm also perceived control over predictor of intention of
behaviour.
Construal levels of healthy eating. Exploring consumers’
interpretation of health in the food context: Amber Ronteltap Siet
J.SijtsemaHans DagevosMariët A.de Winter (2012)-Health of person
is very important for their survival here in this case the study aims
explore, operationalize and test consumer’s interpretation of healthy
eating by using insights from construal level theory. Perception and
Presentation both are different from each other where perception will
thinks and believe in whereas Presentation is interpreting or
implicating the task for example, people thinks apple is healthy food
but the thing is how much they eat that apple is the matter.
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Potato chips are one of the most convenient food options currently
available for people to keep pace with their busy lifestyle. It shortens
the meal preparation time and can be served in the form of a quick
snack or part of the meal.
The raw materials that are used in the manufacturing of potato chips
are potatoes, oil and salt, which are widely available in every part of
the world. Hence, reliable supply of potatoes and other materials are
ensured, thereby providing the potato chips market with a constant
supply and efficient production planning.
Developing countries are expected to drive the global potato chips
market in the coming years. Earlier, the consumption of potato chips
was largely confined to the western countries. However, with the
emerging trend of westernisation of food consumption patterns in
addition to growing economy, rise in middle class population and
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Chips Market
The global potato chips market reached a value of US$ 30 Billion in 2019.
The market is further expected to exhibit stable growth during 2020-2025.
Potato chips represent one of the most popular snack foods consumed
across the globe. These are thin slices of potato which are seasoned after
being fried until crisp. At the time of frying, the sugar present in potatoes
combine with amino acids and turns brown which results in the yellowish-
brown colour of potato chips. In addition to this, potato chips are
processed and stored in such a way that they are inert towards any
microbiological spoilage, chemical and enzymatic activities as well as
moisture or other vapor migration. The taste, texture and colour of the
chips remain unaltered for a long period of time. Apart from this, potato
chips are generally packed and sold in air-tight plastic bags which
significantly increases the longevity of the products.
Bingo Chips
Bingo was launched by ITC Foods in March 2007 with a wide range of
exciting packaged salted snacks. The range now includes multiple flavor
variants of Potato Chips & Finger Snacks. The brand is associated with
youth, fun and excitement. It fullfils the consumers need for variety and
novelty in snacks.
Strengths in the Bingo Chips
Special advertisement strategy: One of Bingo’s key advantages from
the beginning was that it used an attractive advertising campaign and
often portrayed itself as something special. The ads have made
consumers aware of its products and advertisement has a high recall
value.
Special product: Bingo has always been sold as a special triangle-
shaped chip. Besides this, the brand also has six sub-brands: Bingo
Yumoto’s Original, Bingo Yumitos, Bingo Rulz, Bingo Starters,
Bingo tedhe medhe, and Bingo mad angles. Bingo has tried to create a
good brand image for its products in the market.
Variety of flavors: Obviously, with so many sub-brands, Bingo was
expected to have a range of flavors, as is the case here. Today, Bingo
has 19 varieties in its kitty, each of which can be found here.
Strong Rural and Urban distribution Network: ITC has several
brands under its umbrella, most of which are linked to food and
beverage. As a result, the distribution of Bingo is also far and wide.
ITC is connected to rural areas. ITC also opened ITC Choupal Sagar
and created its reach in rural areas.
Backing ITC: ITC is one of India’s biggest FMCG firms and has deep
pockets as well. That’s why ITC ‘s funding is a really positive thing
for Bingo.
Weaknesses in the Bingo Chips
Advertising Low on TV: Bingo is advertised a lot at the beginning, but the
brand-building process has not proceeded, so brand recall is weak for the
brand right now.High-fat content: healthy people avoid high fat and high
cholesterol in potato wafers.
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brands are the two top brands in the in the Chips sector of the food
industry.
Buying is one of the most important variables in consumer behaviour. In a
marketing context, behaviour is predispositions towards specific brands,
products or companies that cause consumer respond favourably or
unfavourably towards them. Conditions of competition are changing
rapidly today and companies that strategize and react to these changes
promptly and quickly are the most successful.As per the survey most of
the female preferred tomato flavour of both Bingo and Lays and most of
the youth age between 21-30 prefer to have chips on usual basis.
This project was an opportunity to learn about the food industry and also
the Buying Behaviour of the people among Hubli and Dharwad.
References
1. C.Trail, B. J. (July 1998). Taste or health: A study on consumer
acceptance of corn chips. Food Quality and Preference.
2. F Mendoza, P. D. ( 2007). Colour and image texture analysis in
classification of commercial potato chips. Food Research
International,Elsevier.
3. F. Appiah, P. K. (2009). Effect of Ripening on Eating Quality of 'Keitt'
Mango Chips. ISHS Acta Horticulture 911.
4. G.TowlerR.Shepherd. (October 2012). Modification of Fishbein and
Ajzen's theory of reasoned action to predict chip consumption.
Appetite.
5. Jha, M. ( April 2013). Buying Behavior of Rural Consumer with
Reference to Packaged Food Products in Bihar . Bihar: International
Journal of Management Research And Review .
6. John Evans , B. E. (20 Dec 2006). The only Problem is, children will
like their chips’: education and the discursive production of ill-health.
JournalPedagogy, Culture & Society .
7. Machavolu, S. K. (Nov2013). Shopper's Perception Towards Store
Brands Within Retail Stores: A Case of Nellore City of Andhra
Pradesh. Clear International Journal of Research in Commerce &
Management.
8. Madelin, S. L. (2010). Fish and chips with a side order of Trans fat:
The nutrition implications of eating from fastfood outlets. Centre for
Food Policy.
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Abstract
During the pandemic situation, most of the companies have shifted to
digital platforms to make sales, despite the loss of physical presence. But
what about social enterprises whose marketing strategies were largely
dependent on offline platforms before? This research paper aims to find
out if social enterprises are using social media platforms to continue to
work for their social cause.We usedmultiple-case study method and
analysis of Instagram profiles of four social enterprises to give them a
profile optimization score based on 3 metrics: Building Brand Identity,
Engagement, and Bio Optimization. We were able state propositions of
current and potential application of social media marketing strategies for
social enterprises like building brand identity, audience engagement
activities, being on multiple digital platforms based on the target
audience, partnerships, collaborations and networking. However, a future
research should be done by considering a larger set of data, classifying
them based on their profit-orientations (non-profit, for-profit, and hybrid)
to understand specific marketing strategies that can collectively be used
for each of them. Other factors like reach of Instagram and Facebook
Marketplace (in case of profit-oriented social enterprises), Video content,
User Experience Scores should also be considered.
Keywords: Social Enterprises, Social Media Marketing.
Introduction
Social Media Marketing is the use of social media platforms to connect
with your target audience toincrease profits, sales, and building a brand
identity. The major social media platforms include Twitter, Instagram,
Facebook, YouTube etc. Our point of study is Instagram.
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entire feed while some may not. Having them in story highlights will make
it easier for the new audience to understand the cause better.
1. Understandable and Organized (1 Point)
2. Updated Regularly (1 Point)
Overview of Selected Enterprises
1. Phool (For-Profit Social Enterprise)
Social Cause: Making fragrance products by collecting temple waste,
reducing flower pollution and preserving the Ganges. Thereby, providing
better livelihoods for women.
Stores: Retail stores in Hyderabad, New Delhi, Goa, Bangalore, Jaipur and
Mumbai. Digital store on company website and Instagram shop.
Digital Promotion Platforms: Instagram, Facebook, Twitter, Linkedin,
Company Website
Featured on: Fast company, Forbes, Fortune Stanford Social Innovation
Review
2. Kranti (Non-Profit Social Enterprise)
Social Cause: Empowering girls from Mumbai's red-light areas by given
them education, a secure home and the chance to heal and become agents
of social change.
Impact: Trained and nurtured the first girls from India's red-light area to
study abroad, received UN awards for their social justice work, and
written, directed and performed their own play in front of 100K+ audience
members.Kranti girls are currently studying abroad in London, Rome,
Chicago, and Los Angelesand two older girls are in well-paid positions
with NGOs in Mumbai and Bangalore.
Digital Promotion Platforms: Instagram, Facebook, Twitter, YouTube,
Company Website
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Story Highlights
Name of the company/ Understandable, Regular Total
organisation Organized (1) Updates (1) Score (2)
Phool 1 1 2
Kranti 1 0.5 1.5
KhaDigi 0.5 0 0.5
Paint It Red 1 1 2
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for more than 2-3 months constantly. During a conversation with the
creative head of KhaDigi, ‘Suhani Shridhar’, she said, “KhaDigi hasn’t
had a great online presence before. Launching our business on Gocoop
during the pandemic made us realize the amount of reach we can get from
an online presence. We will be doing a rebranding of our logo and
inculcate strategies to give a feel of aesthetics to our brand”.
Proposition 2: Partnership, Networking and Collaborations is the new
trend
Every brand is now connecting with micro-influencers to promote their
products. Paint It Red partnered with ‘TRUCUP’ who provided menstrual
cups at subsidized rates. For an art sale, artists from across the country
donated their artwork for an exclusive sale on their social media handles
through which over INR 50,000 was raised in 2 weeks. Phool has an
affiliate marketing programme. KhaDigi spoke about their future plans of
connecting with micro-influencers in the fashion industry to promote their
products on Instagram.
Proposition 3: Being on multiple digital platforms based on the target
audience
While developing digital presence on one digital platform is the first step,
it is also important to find other platforms that is more suitable for the
cause and the target audience. Paint It Red collect funds through ‘Impact
Guru’ while selling pins on ‘Say It With A Pin’. KhaDigi sell their fabrics
on ‘Gocoop’, a handloom fabric ecommerce store. They also plan on
launching the enterprise on various other platforms like Etsy and Jaypore.
We can learn from this that social enterprises need to identify other
platforms that can help them in raising funds or selling their products.
Conclusion and Future Research
In this article, we have described the application of social media marketing
in social enterprises. Based on the analysis of cases, this article has the
following implications: First, we find that consistency in using brand
colours, regular updates, and audience engagement activities plays a
significant role in building an identity of asocial enterprise. Secondly,
social enterprises need to identify other platforms that can help them in
raising funds or selling their products. Thirdly, partnership, networking
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Abstract
Marketing refers to activities a company undertakes to promote the buying
or selling of a product or service. Marketing includes advertising, selling,
and delivering products to consumers or other businesses. Some marketing
is done by affiliated on the behalf of the company. Professionals who work
in a corporation's marketing and promotion departments seek to get the
attention of key potential audiences through advertising. Promotions are
targeted to certain audiences and may involve celebrity endorsement,
catchy phrases or slogans, memorable packaging or graphic designs and
overall media exposure. This research work aims for studying the various
possible departments of marketing.
Keywords: Global Marketing, Green Packing Development, Impact and
Role of Social Marketing, Green Retailing Analysis, Green Marketing and
Ethical Consumerism, Sustainable Consimer Behaviour, Contomporary
Issues in Marketing, Brand Sustainability, Use of Marketing in Social
Innovation, Boosting Eco-Friendly Brand Image, Media and
Environmental Changes, Digital Marketing.
Global Marketing
Global marketing is defined as the process of maintaining the marketing
strategies which involve simply selling of good globally and
internationally. In simple words selling of goods from one country to
another. Global marketing is more than selling your product or service
globally. It is the full process of planning, creating, positioning, and
having the product promotion in such a way to make your company stand
on global level.
Business of a company or organisation will only flourish when there is a
proper marketing done for the company.
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social media marketing is that you can reach to your targeted audience,
stay engaged with them and respond to their queries quickly.
There are major benefits of using social media to promote your brand.
Some of them are:
1. The growth of social signals- Your search engine optimization
endeavour can be boosted to a large extent by social signals.
Remember that the more people talk about your brand on social media,
like, follow and recommend your brand page to others, the more
chances of your web page to rising up in search ranking.
2. Promoting company branding and consciousness- Social media
users can always keep the memory of your brand alive in the minds of
a vast number of people by sharing your page on their walls. This in
the turn will create awareness about your product, which eventually
will convert into more customers.
3. Do not underestimate word of mouth advertising- People tend to
believe familiar people more than descriptions or reviews of your
goods on your webpage. If you keep your current customers satisfied
and happy, ultimately they will be the one who will promote your
brand to their friends and acquaintances
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Green Retailing
Green Marketing and Ethical Customerism
Green marketing refers to the process of selling products or services based
on their environmental benefits. Such a product or service may be
environmentally friendly in itself or produced or packaged in an
environmentally friendly way. It takes advantage of customers’
willingness to purchase, and sometimes pay a premium for products that
provide private benefits as well as public environmental benefits.
Green marketing targets such customers under the assumption that they
will pay a premium for environmentally-preferable, or green, electricity
products, and the development of this customer driven market has been
heralded by some as offering significant, new, ‘market-based’
opportunities for renewable’s.
Importance of Green Marketing
In terms of marketers
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Most agree that climate change is a serious threat. It has increasingly been
recognized by scientists and policymakers as a consumer behaviour issue:
What, how, and how much people consume directly impacts the
environment. Sustainable consumer behaviour is behaviour that attempts
to satisfy present needs while simultaneously benefiting or limiting
environmental impact. Moreover, understanding sustainable consumer
behaviour is central to any paradigm shifts in how society approaches
environmental problems. This article summarizes and organizes research
from the past 20 years and explores the psychological drivers of
sustainable consumer behaviour. Four areas of scientific inquiry that have
dominated research agendas are identified:
a) Cognitive Barriers,
b) The Self,
c) Social Influence,
d) Product Characteristics.
The objective is to provide a valuable research tool that stimulates
additional research in the area of sustainable consumer behaviour.
Brand Sustainability
A sustainable brand is one that has successfully integrated environmental,
economic and social issues into its business operations. However, many
companies that consider themselves to be sustainable only meet one-third
of this definition. The communications marketplace has been losing the
battle to maintain the sanctity of this concept as companies, activists and
others throw the word “sustainable” around to refer solely to
environmental issues. However, as I’ve discovered in my work branding
sustainable businesses, focusing on the environmental side is a good place
to start. Sustainability has become a buzzword, especially in the fashion
industry. With consumers seeking more ethical clothing, organizations are
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Brand Sustainability
Use of Marketing in Social Innovation
In the front-end of the innovation process, social innovation marketing
contributes to the identification of future and new market opportunities
and research into customer needs: Research into customer requirements in
specific market segments or product categories.
There is a key role of social innovation in marketing-
1. Restoring trust in business
2. Adapting to resource scarcity and environmental concerns
3. Attracting and retaining talent
4. Changing performance metrics
5. Search for growth and inclusion at scale
When the word social innovation comes, social media plays a important
role in marketing which indeed helps in the great value of market and
helps to expand business more.
Sustainable green building of brands will attract a huge customer base, and
will be attractive for the company. By this the name of the company will
be in good hands, as the people of this era are totally concerned for the
ecosystem.
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19
Green Packaging Practices
used in Textile & Garment Industry
Dr. Manjali Sharma1
1
Center of Management Studies.
Ever thought of fabrics and garments that can purify the air, and keep the
atmosphere clean? A path breaking technology helps decrease the quality
of the air by harnessing on the power of light triggered catalysts that break
the pollutants in the air down. The garments can decompose pollutants by
majority, by vehicles, and even by industries. Nano particles of titanium
dioxide are applied to the clothes by washing or spraying.
Garments become the catalytic surface to cleanse the air. The raw
materials for such treatments are oxygen and titanium dioxide, which are
available in plenty and exist naturally in the atmosphere. Moreover, a
special fabric is not required for such treatment; hence individuals get all
their existing garments washed with catalytic material to purify air.
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fibres to make denim pants and jackets. A single pair of jeans uses 8-9
twelve or twenty ounce bottles.
Similarly denim pants are made out of beer bottles and t-shirts out of clean
water bottles, discarded x-ray films, and yogurt cartons. Just one glass
bottle takes one million years to break down completely in the
environment. Recycling bottles to make fashionable garments would save
the planet from huge landfills and at the same time provide an innovative
pair of jeans. The beer bottles are decomposed into fine particles which are
later melted and squeezed into fibre. The fabrics used are a mix of 25
percent glass bottle fibres and 75 percent cotton. The cross section of
bottles and cotton fibres result into a soft material, giving the same results
of the traditional denims.
The garment and clothing industry is waking up to the changing times and
making efforts to keep the environment clean. Brands today, are
encouraging consumers to use recycled clothes and turn towards more
sustainable products. With inventing fibres with scrapped waste, waterless
dyeing techniques, pattern making with zero waste and textiles that purify
air, clothing technologies are bringing new possibilities to make sure they
keep it clean and green.
References
1. Treehugger.com
2. Urbantimes.com
3. Missingdimensions.com
Image Courtesy
1. Fashionista.com
2. Greenbiz.com
3. Treehugger.com
4. Livbit.com
Abstract
Green marketing is a progressive issue that most of its dimensions are
unknown or intangible for consumers. Also consumer behaviour is defined
and analysed through its awareness of green marketing issue which causes
purchasing decision. It is the process of developing products and services
and promoting them to satisfy the customers who prefer products of good
quality, performance and convenience at affordable cost, which at the
same time do not have a determined impact on the environment.
Companies all over the world are striving to reduce the impact of products
and services on the climate and other environmental parameters. It
includes a brand range of activities like product modification, changing
the production process, modified advertising and change in packaging that
aimed at reducing the detrimental impact of products and their
consumption and disposal on the environment.
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Fairly often individuals think that they are educated green buyers when in
fact they do not always have the complete knowledge regarding products,
labelling and sustainable supply chains. Many respondents, which were
students in this thesis had a knowledge about sustainability and there needs
to be more information for people which have not chosen to study or work
in this area. An important lesson is that consumers are able to change the
views and strategies of companies by making better choices and the
awareness of how you’re purchasing decisions is not known to a greater
extent. This has to change and gathering information about different
ingredients as well as the processes around the end product is vital in
becoming a green consumer.
References
1. Akenji, L. (2014). Consumer scapegoatism and limits to green
consumerism. Journal of Cleaner Production, 63, 13-23.
2. Ankit, G. & Mayur, R. (2013). Green Marketing: Impact of Green
Advertising on Consumer Purchase Intention. Advances in
Management, 6 (9), 14-17.
3. Balabanis, G. (2013). Surrogate Boycotts against Multinational
Corporations: Consumers’ Choice of Boycott Targets. British Journal
of Management, 24 (4), 515-531.
4. Chen, Y. & Chang, C. (2013). Greenwash and Green Trust: The
Mediation Effects of Green Consumer Confusion and Green Perceived
Risk. Journal of Business Ethics, 114 (3), 489-500.
5. Krahmann, E. (2013). Green consumer markets in the fight against
climate change. European Security, 22 (2), 230-247.
6. Lane, E.L. (2013). Green Marketing Goes Negative: The Advent of
Reverse Greenwashing. Intellectual Property & Technology Law
Journal, 25 (1), 20-26.
7. www.greenmarketing.net/stratergic.html.
Abstract
This case study narrates the insightful and interesting story of Tata Nano,
the world's cheapest car. Though much applauded and publicized for the
feat of having manufactured a car at an impossibly low cost, Tata Motors
faced many challenges in making this car a viable commercial proposition
and subsequently faced many challenges in achieving the desired success.
Tata successfully created an altogether new segment of minicar through
Nano. They targeted those middle-class family who aspire to have car but
due lack of money they can have bikes only. But the much-hyped Tata
Nano could not match the expectation of people and ultimately withdrawn
from market due to poor sales.
A number of factors like initial production delays, product attributes,
economic crisis, political controversies, and wrong target market all
contributed to failure of Tata Nano. In the highly competitive market
Positioning plays a vital role but Tata made a blunder by positioning
Nano as the “cheapest car” which ultimately damaged the most. Tata
tried to change its image form cheapest car to smart city car but it was too
late.
This paper discusses about what went wrong to make this car
commercially successful.
Keywords: Tata Motors, Nano, Cheapest Car, Cheap car stigma,
Positioning.
Introduction
The Tata Nano is a city car manufactured by Tata Motors. Made and sold
in India, the Nano was initially launched with a price of one lakh rupees or
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The Product Nano When Tata first designed the Nano, engineers tried to
strip down features to keep costs in check. When the first models hit the
roads, the base model had no air conditioning, no stereo and just a single
windshield wiper. There was much that the Nano lacked and ultimately
failed to attract the mass.
Looking at the ‘looks’ factor: The design of the Tata Nano did not go
down too well with the target Indian consumer, who concentrate more on
how something ‘looks’. The average Indian wanted a car that his neighbor
would envy. For many the car was just a glorified tuk-tuk only. According
to many it sounded like an auto-rickshaw also.
The cheap car stigma / Misaddressed ‘the cheap car’ officially. Buying
a car in India at least is associated with social status and prestige; if a
person owns a car, he is assumed to be successful and settled. It differs
hugely from the Western market, where cars are more of a necessity rather
than luxury. If a person buys a car in US, no one gives a damn unless it’s a
Ferrari or Lamborghini.
Tata made a big mistake by using the term ‘cheap’ as the USP of Nano. It
was like calling Sachin Tendulkar ‘the short man’ instead of ‘the little
master’. Tata failed to understand the consumer psychology. The people
the car was targeting didn’t want have the stigma of owning the cheapest
car in the world so many of them stretched their budgets and bought other
car. The story might have been different have they used a word like “the
most affordable car” than “the cheapest car”.
Negative publicity & failed PR management: The Nano's image also
tarnished by a series of cases in 2010 when the cars caught fire. The
company said it investigated and that the blazes weren't the result of any
manufacturing defect. Yes, a few Tata Nano’s caught fire-but, weren’t
there a hundred other Tata Nanos that did not? But the people started
suspecting safety standards of Nano largely because the car was positioned
as a cheap car. People tend to believe that built in quality was
compromised to keep the price in check. The PR cell at Tata failed to
contain the collateral damage done by the spiraling negative publicity,
which was one of the reasons Tata Nano did not take off.
Expectation versus reality: An average Indian family of four had
difficulty fitting in Nano. There was no boot-space, the car was not meant
for the rough Indian roads which all went down very negatively into the
Indian psyche, and hence the lack of acceptance of Tata Nano.
Target Market problem: The value engineering and innovation was
brilliant. But it was never quite clear who the car was for. Was it to replace
a two-wheeler for commuting, was it a second car for an affluent family or
an aspirational first car for a 30-year-old, or was it for all of these people?
Unrealistic Pricing: was it actually one lakh rupee car?
Announced as the most affordable production car in the world, Tata aimed
for a price of one lakh rupees, which was approximately $2,000 US at that
time. However in reality very few got the car in that price due to multiple
factor. Apart from shifting of plant from Singur to Gujarat the price of the
car negatively affected by recession at world level from early 2008.
These all ultimately made the price of one lakh an unrealistic one and Tata
had to increase the price. A fully equipped Nano was sold at around
200,000 rupees (two lakh) while still being perceived as a one lakh value.
For the price of a Nano, one could easily get a 3 year old "full" car. By
stretching a bit one could have a far better Maruti Suzuki Alto.
Attempt of revival
Struggling to get desired sales the Tata decided to revive the brand many
time though it failed every time. Initially Tata stepped up its efforts,
including a new marketing campaign, dealerships in midsized cities and
financing options for the car with the help of 29 Indian banks. Tata also
tried to revamp Nano by bringing modernized avatar, with more safety
features; of course, the price of the car has also increased. Tata also tried to
reposition the Nano as "cool people's car" in place of its original
positioning of "people's car". It gave the car a face-lift, adding a stereo,
hubcaps and chrome trim, raised the price and started a new marketing
campaign to give it more prestige. The company also tried to design the
car to make it more appealing to buyers under 35 years old and a little
more aspirational than what it was before. Tata also tried to position Nano
as the 'smart city car' suitable for city driving.
Even after all these efforts the Tatas were not able to revive the brand;
largely due to poor perception held by the people at large coupled with
some strategic blunders made by the company.
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Conclusion
The failure of Tata Nano is a great lesson for all the marketers. The car
was coined as a dream come true for a common man of India. It was
targeting the middle class who would have never thought of purchasing a
car. It was able to successful to connect with people and created huge
hype. But the hype it created started vanishing when production got
delayed for more than a year. When it was actually launched the buzz
around it already had gone. Furthermore the global recession made it
difficult for company to sale Nano at one lakh rupee. When Tata increased
the price it further distanced the customers. The biggest damage was done
when the car was positioned as the cheapest car. People disliked it and
started shifting to other options. Ultimate damage was done when few cars
caught with fires which developed an impression that quality of Nano was
compromised to keep the price in check.
The idea to produce Nano was to bring car in the range of a common man
but Tata made a mistake of setting an unrealistic price of one lakh rupee. It
further became difficult to keep price in check due to shifting of plant from
Singur to Sanand and global recession. Tata was able to create a new
market segment of minicar for entry level buyers but missed out on the
opportunity to grab it successfully with Nano which later on grabbed by
company like Renault (kwid) and Maruti (Alto) etc.
In many ways Tata Motors failed to carry forward the excitement from the
launch. Nano’s failure can also be contributed to its poor positioning
strategy and inability to justify increased pricing and product quality.
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References
1. http://trak.in/tags/business/2013/11/30/ratan-tata-nano-failed/ accessed
on 15/3/17.
2. http://www.letuspublish.com/7-reasons-tata-nano-not-take-off-expect
ed/ accessed on 15/3/17.
3. http://www.businessinsider.com/tata-nano-failure-2011-12?IR=T
accessed on 15/3/17.
4. https://www.wsj.com/articles/SB100014240527023045207045791
25312679104596 accessed on 15/3/17.
5. http://economictimes.indiatimes.com/industry/auto/news/passenger-
vehicle/cars/tata-nano-failed-customer-aspirations-in-totality-maruti-
suzuki-chairman-r-c-bhargava/articleshow/55230430.cms accessed on
15/3/17.
6. https://nextbillion.net/why-the-failure-of-the-nano-has-been-a-success/
accessed on 15/3/17.
7. http://www.thereviewbin.in/why-did-tata-nano-fail/ accessed on
15/3/17.
8. https://hbr.org/2011/01/learning-from-tatas-nano-mista accessed on
15/3/17.
9. https://www.theguardian.com/commentisfree/2014/feb/03/tata-nano-
car-cheap-poor-safety-rating accessed on 15/3/17.
10. https://bloginnovation.wordpress.com/2011/10/23/why-tata-nano-
failed-indian-mothers-point-of-view/ accessed on 15/3/17.
11. http://www.thehindu.com/business/Industry/Nano-failed-to-meet-
peoples-aspirations-says-Maruti-chief/article16091813.ece accessed
on 15/3/17.
12. https://www.ft.com/content/7092436e-ee34-11e0-a491-00144feab49a
accessed on 15/3/17.
13. http://www.financialexpress.com/auto/news/unfazed-by-nano-failure-
tata-motors-to-roll-out-new-small-car/262899/ accessed on 15/3/17.
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22
Brand Sustainability in Textile Sector
Ms. Megha Gohil1, Dr. Manjali Sharma1
1
Sheth P.T. Mahila College of Arts & Science, Department of Apparel Design,
Vanita Vishram, Athwalines, Surat-395009, Gujarat.
Abstract
Nowadays, because of the environmental and social problems societies
around the world are facing, sustainability has been increasingly used in a
specific way. Sustainability is the processes and actions through which
humankind avoids the depletion of natural resources, in order to keep an
ecological balance that doesn’t allow the quality of life of modern
societies to decrease. In this way, the term “sustainability” has been
broadly applied to characterize improvements in areas like natural
resources overexploitation, manufacturing operations, and the linear
consumption of products, the direction of investments, citizen lifestyle, and
consumer purchasing behaviors, technological developments or business
and general institutional changes. This review paper is mainly focuses on
importance of sustainable development in textile sector and how young
Indian brands are celebrating sustainability by adopting traditional
aspects in modern era.
Keyword: Sustainable Development, Brand Sustainability, Textile.
What Is Sustainability?
Sustainability can be defined as the practice of maintaining world
processes of productivity indefinitely natural or human-made by replacing
resources used with resources of equal or greater value without degrading
or endangering natural biotic systems. Sustainable development ties
together concern for the carrying capacity of natural systems with the
social, political, and economic challenges faced by humanity.
Sustainability Science is the study of the concepts of sustainable
development and environmental science. There is an additional focus on
the present generations' responsibility to regenerate, maintain and improve
planetary resources for use by future generations.
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The textile industry needs to keep track of sustainability at every step of its
production. As a whole, it can be outlined to include the following
measures:
1. Utilization of natural resources water and energy in production
processes.
2. Availability of raw materials which are sustainable in the long-run
3. Handling of chemicals in processes like dyeing and coating
4. 4.Disposal and treatment of waste material Adherence to guidelines to
eliminate health-risks of workers, as well as consumers
5. Animal cruelty norms in the procurement of wool, silk, fur, etc.
If textile industry wants to make conscious progress without further
endangering nature, companies should take implement manufacturing
practices which reduces carbon footprint, invest in research &
development to use sustainable raw materials and produce environment-
friendly finished products. Many international clothing brands are today
leading the Sustainability Mission as they are best placed to drive
consumer opinion and also back-link it to production & sourcing practices.
Characteristics of Sustainable Fashion match the philosophies of "slow
fashion" in that emotional, ecological and ethical qualities are favored over
uniform and bland convenience. Slow fashion challenges growth fashion's
obsession with mass-production and globalized style and becomes a
guardian of diversity. It changes the power relations between fashion
creators and consumers and forges new relationships and trust that are only
possible at smaller scales. It fosters a heightened state of awareness of the
design process and its impacts on resource flows, workers, communities,
and ecosystems. Slow fashion often consists of durable products,
traditional production techniques or design concepts that strive to be
season-less or last aesthetically and materially for longer periods of time.
Sustainable fashion is a movement and process of fostering change to
fashion products and the fashion system towards greater ecological
integrity and social justice. Sustainable fashion concerns more than just
addressing fashion textiles or products. It comprises addressing the whole
system of fashion. This means dealing with interdependent social, cultural,
ecological, and financial systems. Sustainable fashion also deals with
considering fashion from the perspective of many stakeholders-users and
producers, all living species, contemporary and future dwellers on earth.
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the country, she also reuses leftovers from her Doh Tak Keh studio that get
translated into beautiful details on her creations.
2. Paaduks
Making shoes can be extremely wasteful if the resources are not used to
full potential. Enter Paaduks, the footwear brand that shapes old tires,
rubber mats, and even conveyor belts into comfortable, everyday-wear
sandals for men and women. Co-founded by Jay and Jothsna Rege in
2013, the brand made its first prototype with the help of a master cobbler
in Govandi, Mumbai. Its shoes have distinct Indian designs as they use
kalamkari, ikat, ajrakh, dabu, and indigo prints.
3. Nothing New
Nothing new gives sneakers a sustainable twist by using plastic worth 5.6
water bottles (one litre) in each pair. The brand claims that all the materials
that go into the making of its sneakers, down to its lace and the label, are
made from recycled plastic.
4. Natural Materials
Organic fibres reigned supreme in India in the form of cotton, jute, and
silk before synthetic materials like polyester, rayon, and nylon took over
the racks of fast fashion outlets. But now, Indian brands are turning to
organic cotton, banana fibre and ethically-sourced wool and interpreting
them in an urban aesthetic. “When we were exploring Indian craft and
sustainability, it was very clear to us that traditional techniques, materials
and methods of production defined sustainability in itself,” share Anvitha
Prashanth and Nikitha Satish of Kaiyaré.
5. Kaiyaré
This clothing and accessories brand strikes a harmonious balance of
everything handmade and sustainable, seeped in Indian craft traditions.
Besides using waste fabrics for its clothing, the brand also uses
agricultural waste like banana tree bark in its line of bags, baskets, and
home accessories. Kaiyaré works with the women artisans from the
villages around the forest reserves of Kabini in Karnataka and Madhya
Pradesh, highlighting the importance of working with the people who
inherit generational knowledge of natural fibres and fabrics.
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16. RaasLeela
Gujarat-based label RaasLeela’s designs use appliqué that are hand-
stitched from the smallest of the fabric remnants. All of its clothing-
handmade, upcycled, dye-free and bleach-free-celebrates local culture and
natural materials.
17. Kaleekal
Thiruvananthapuram-based Alan Alexander Kaleekal’s genderneutral
brand uses merino wool, silk, cashmere and organic cotton, and waste silk
yarns which is then hand-woven by local artisan clusters in Kerala.
18. Soham Dave
Electrical engineer-turned designer Soham Dave’s designs-from
monochromatic staples with traditional Ajrakh motifs to shibori dresses-
are consciouslyhandcrafted with biodegradable materials.
19. Local Craft Techniques
Every state in India has its unique certain weaving, dyeing, embroidery, or
printing technique that is sustainable in its very construct. Many young
brands are now relying on the deep sense of ecological responsibility and
wisdom of these techniques to guide them along the path of sustainability
in creativity. “It’s important for us to help sustain the future of these crafts
and the skilled artists who rely on it craft for their livelihoods. It would be
a real loss to let that intergenerational knowledge and expertise disappear,”
asserts Nisha Marani, creative director of Sunday/Monday.
20. Sunday/Monday
New York-based designer Nisha Mirani ’s textiles celebrate India’s craft
traditions with Indian motifs in her scarves, rugs, and tableware that are
handwoven in Gujarat and Rajasthan. The textiles are designed in New
York and handmade by the weaving families in Gujarat and a
blockprinting family in Rajasthan. Mirani, a daughter of Gujarati
immigrants, has a single-sighted motive to uphold, preserve, and showcase
India’s craftsmanship traditions in the global market.
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Abstract
This survey is conducted to know the Buying Behaviour of the consumers
towards Chips with reference to Bingo and Lays.
Project title- “A comparative study of consumer Buying Behaviour
towards chips with reference to Bingo and Lays” The main objectives to
conduct this survey are-To know the perception of consumers towards
Chips in Hubli-Dharwad. To understand the factors that influence
consumer to select the chips Brands of Lays and Bingo. To understand
which Brand is preferred more in Hubli-Dharwad.
This survey is conducted under descriptive research method with the
sample size of 400. The technique used to collect data is judgemental
sampling technique and convenience sampling and the data is collected
through questionnaire. The location selected to conduct this survey is
Hubballi and Dharwad.
And the result is as per the survey most of the female preferred tomato
flavour of both Bingo and Lays and most of the youth age between 21-30
prefer to have chips on usual basis.
Introduction
Food industry
The Indian food industry is poised for huge growth, increasing its
contribution to world food trade every year. In India, the food sector has
emerged as a high-growth and high-profit sector due to its immense
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The potato chips market has been segmented on the basis of different
type of product available for consumers including plain and
flavoured. Currently, plain potato chips are the most preferred type
of potato chips across the globe.
Breakup by Distribution Channel
Supermarkets/Hypermarkets
Convenience Stores
Specialty Food Stores
Online Stores
Others
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variants of Potato Chips & Finger Snacks. The brand is associated with
youth, fun and excitement. It fullfils the consumers need for variety and
novelty in snacks.
Backing ITC: ITC is one of India’s biggest FMCG firms and has deep
pockets as well. That’s why ITC ‘s funding is a really positive thing for
Bingo.
ITC is giving a good margin and has good delivery network hence its
availability is also good.
ITC’s Fair pricing guarantees spontaneous transactions.
Bingo has recently launched Bingo Starters for Bingo! Starters is a healthy
snack from ITC. Key ingredients of Bingo! Starters is dal (Pulses Chips).
This Chips is baked not fried and is a good source of protein and dietary
Fibre
Weaknesses in the SWOT Analysis of Bingo Chips-Bingo Chips
SWOT Analysis
Advertising Low on TV: Bingo is advertised a lot at the beginning, but
the brand-building process has not proceeded, so brand recall is weak for
the brand right now.
High-fat content: healthy people avoid high fat and high cholesterol in
potato wafers.
Wafers have a high customer brand switch, which makes it difficult to
understand customers.
Opportunities in the SWOT Analysis of Bingo Chips-Bingo Chips
SWOT Analysis
Micro-distribution-Bingo must be aimed at micro-distribution because
these potato chips are actually distribution focused games and reachability
is the winning factor.
Brand building-In addition to scope, Bingo also needs to concentrate on
that brand recall through better ads, something that Kurkure has done
consistently and has reaped the benefits.
Variety of taste and chip-More variety in taste and variety in chip texture
or shape will help Bingo in the long run. Variety is also a choice for food
items.
Leverage of successful ITC brand
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an annuals sales of 1 billion USD each. The company has the presence in
all popular chips categories such as potato chip, tortilla chip, and corn chip
sectors. This experience gives Lays the much-needed backing in the chips
category.
Wide distribution channel: PepsiCo which is currently the owner company
of Lays has a widespread distribution channel. This ensures that Lays is
made available in even remote locations which in turn has increased its
popularity manifold.
Target segment: Lays has the right segment as its primary target which is
the young adult. Through interesting advertisements and right brand
ambassadors who represent youth, vibrancy, and energy the brand has won
the hearts of millions of youngsters across the world.
Local Sourcing: One of the key strategies of Fritolays to win the hearts of
customers was to introduce local sourcing and connect them to the supplier
through one of their programs called “Lays Local Campaign” which was
introduced in the year 2009. Through this program, a customer could get
introduced to five farmers who were growing potatoes for the company.
This was done in order to ensure that the customer had no qualms about
the source.
Weaknesses in the SWOT analysis of Lays
Weaknesses are used to refer to areas where the business or the brand
needs improvement. Some of the key weaknesses of Laysare:
Reduction in snacks consumption: There has been a reduction in snacks
consumption globally due to growing health concerns. This reduction has
impacted the sales of Lays negatively.
Poor margins: There is very high competition in the snacks market and not
much scope for differentiation except in flavoring. The scope of price
differentiation is less since the customer is highly priced sensitive. Thus
these brands need to keep prices as low as possible with the result that the
margins are very low.
The low propensity for innovation: In a snack like Frito Lays there is very
low scope for innovation. The result is that the brand Lays which has been
in the business for a long time is losing market share to smaller rivals and
the low brand loyalty from customers is making them switch brands
aggressively.
Opportunities in the SWOT analysis of Lays
Some of the opportunities include:
Healthy snacks: There has been a shift of customer preference of
customers from snacks to healthy snacks. This has resulted in a creation of
a new market for baked snacks as well as organic snacks. These areas that
Lays can look into for new business.
Exposure: In comparison to earlier years people are more aware of global
brands as well as global flavors with the result that there is increased scope
for globalizing the offerings from Frito Lays.
Analysis of Lays
Some of the threats include
Competition: Some of the major competitors of Lays are Ruffles, Doritos,
Tostitos, and Cheetos. There is also growing competition from a lot of
local brands
In 1932 sal esman Herman W. Lay opened a snack food operation in
Nashville, Tennesse and, in 1938; He purchased the Atlanta,
Georgiapotato chip manufacturer “Barret Food Company” renaming it
“H.W. Lay & Company.” Lay criss-crossed the southern United States
selling the product from the trunk of his car. In 1942, Lay introduced the
first continuous potato processor, resulting in the first large-scale
production of the product.
The business shortened its name to “The Lay’s Company” in 1944 and
became the first snack food manufacturer to purchase television
commercials, with Bert Lahr as a celebrity spokesman.
His signature line, “so crisp you can hear the freshness,” became the
chips” first slogan along with “de-Lay-sious!” As the popular commercials
aired during the 1950s, Lay’s went national in its marketing and was soon
supplying product throughout the United States
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Chips showed increased levels of protein and crude fiber with ripening
whereas the levels of carbohydrates declined. Magnesium levels in chips
increased with ripening whereas the levels of phosphorus, potassium,
calcium and sodium declined.
ish and chips with a side order of Trans fat: The nutrition implications of
eating from fast food outlets
Sue Lloyd Martin Caraher Tim Madelin (2010)-The article says that chips
and fish are likely to be high tin less healthy, saturated fat, because the oil
that they are cooked in will most likely have been used a number of times.
This will be cooked with remaining fried oil which is not good to human
body where in this case was studied on school and college children.
The only Problem is, children will like their chips’: education and the
discursive production of ill-health
John Evans, Bethan Evans & Emma Rich (2006)-Eating chips is an
extension of the restricted dietary practices of the home into the school
canteen. Although the concept of lifestyle features prominently in this
discourse, it is fundamentally disconnected from the sociocultural
conditions that pupils may experience.it is he or she who will determine
the authenticity of the patient’s/pupil’s condition. Help feed and define a
culture that builds pressures for perfection and competence that are
impossible and even undesirable to achieve. Rather than having palate full
of fruit now it is chips.
Taste or health: A study on consumer acceptance of corn chips
Beverly J.TepperAmy C.Trail (1998)-In this this case After evaluating 305
adult consumer data shows result that Data were analyzed using unique
factors like, perception about the corn chips , health dimension and
respondents attitude towards fat in diet and sensory attribute like color &
crunchiness of respondents.
Modification of Fishbein and Ajzen's theory of reasoned action to predict
chip consumption
G.TowlerR.Shepherd-This article explains that 288 respondent replied for
questionnaire of consumption of high fat food item I.e. chips. The
important predictor reported that the theory of reasoned action is both the
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person’s attitude and the subjective norm also perceived control over
predictor of intention of behavior.
Construal levels of healthy eating. Exploring consumers’ interpretation of
health in the food context.
Amber Ronteltap Siet J.Sijtsema Hans Dagevos Mariët A.de Winter
(2012)-Health of person is very important for their survival here in this
case the study aims explore, operationalize and test consumer’s
interpretation of healthy eating by using insights from construal level
theory. Perception and Presentation both are different from each other
where perception will thinks and believe in whereas Presentation is
interpreting or implicating the task for example, people thinks apple is
healthy food but the thing is how much they eat that apple is the matter.
Color and image texture analysis in classification of commercial
potato chips
(F Mendoza, 2007)-It explains that The inclusion of independent color and
textural feature from images documentary features have potential or
possibility to model consumer behavior in the respect of visual taste
preferences of potato chips as not mentioning the company chips product.
Also categories the taste and preference of set of customers
Brand Awareness in Confectionery Food Products in Twin Cities of
Hubli-Dharwad (Karnataka)
(SA Shaikh, 2017)-The reporter is emphasis only on brand awareness
about snacks item where in Twin cities of Hubli-Dharwad. There people
more aware about the chips brand lays and bingo a good product in taste
wise they have got by choosing 300 samples.
perception and attitude about chips brands of Bingo. And the factors like
radio, newspaper, magazine, shopkeepers, window display etc.
A Study on the Relevance of Packaging in Children’s Purchase Decision
of Branded Potato Chips
(Tanmoy De, April-2011)-The study express that school going children
have self-expression to recall their chips brand packaging which has been
displayed over package maybe by identify the brand by brand logo, shape ,
package, colour, design also flavour of chips.
Buying Behavior of Rural Consumer with Reference to Packaged
Food Products in Bihar
(Jha, April 2013)-The report says that In India, fast moving consumer
goods in market is one of the major factor is package of food products to
recognize easily and it also focuses on how individuals make their
decisions to spend their available resource like money, time etc.,
Especially in rural market people may not aware or literate but people
perception towards the snacks like, chips takes place.
A study on customer satisfaction towards Lays chips, in Avadi, Chennai
(Sundarapandi C., 2015)-In this case, Customers plays important role in
the any business activity and its serious responsibility of business to get
consumer satisfaction and to earn good by them. The universe of the
population includes the respondents who are the consumers of Lays Chips,
with respect to Avadi.
Eliciting a policy response for the rising epidemic of overweight‐obesity in
India
(Reddy, 2005)-The report will explains the advertisements should not
mislead consumers to believe that the consumption of products advertised
would lead to positive personal changes. It need for suitable alternative
products that are both acceptable to consumers and affordable. As per the
case 70% of children eat chips once or more in a week .Companies brands
of potato chips (Lays and Bingo) give misleading information on trans-fat
content.
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Figure 1.Gender
From the above graph we come to know that 48% of the responses are
Male and 52% of the responses are female.
2) Age
Table 3.Age Group
Age
Frequency Percent
Valid Bellow 20 72 17.9
21-30 193 48.0
31-40 77 19.2
Above 40 60 14.9
Total 402 100.0
Source: Primary Data
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Table 4 Occupation
Occupation
Frequency Percent
Valid Student 205 51.0
Employee 118 29.4
Others 79 19.7
Total 402 100.0
Source: Primary Data
Figure 3.Occupation
From the above graph we come to know that 51% of the respondents are
students and 29% of the respondents are employees and 20% of the
respondents are others.
4) Time taken to select the brand
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Figure 6
From the above graph we come to know that 48% of the respondents
Bingo 23% of the respondents Lays and 15% of the respondents Ruffles
and 8% of the respondents pringles and 3% of the respondents others
usually buy product.
7) Which pack size is mostly preferred for chips?
Table 8.Which pack size is mostly preferred for chips
Which_pack_size_is_mostly_preferred_for_chips
Frequency Percent
Valid 12G (Rs 5) 93 23.1
25G (Rs 10) 144 35.8
52G (Rs 20) 103 25.6
90G (Rs 35) 62 15.4
Total 402 100.0
Source: Primary Data
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Figure 7
From the above graph we come to know that 36% of the respondents 25G
and 26% of the respondents 52G 24% of the respondents 12G and 15% of
the respondents 90G preferred size of the chips.
8) Which Bingo flavour would you choose?
Table 9.Which Bingo flavour would you choose
Which_Bingo_flavour_would_you_choose
Frequency Percent
Valid Tomato flavour chips 102 25.4
Cream and onion 120 29.9
Salted potato chips 137 34.1
others 39 9.7
5 4 1.0
Total 402 100.0
Source: Primary Data
Figure 8
From the above graph we come to know that 35% of the respondents
salted potato chips and 30% of the respondents cream and onion 26% of
the respondents tomato flavour chips 10% of the respondents others would
choose Bingo Flavour.
9) Which LAYS flavour you choose
Which_LAYS_flavour_you_choose
Frequency Percent
Valid magic masala. 59 14.7
Cream and onion. 108 26.9
tomato tango. 133 33.1
Classic salted. 79 19.7
other 23 5.7
Total 402 100.0
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From the above graph we come to know that 34% of the respondents
tomato tango 27% of the respondents cream and onion 20% of the
respondents classic slatted and 15% of the respondents are magic masala
6% of the respondents other choose Lays Flavour.
10) Whether shift between the products
Whether_shift_between_the_products
Frequency Percent
Valid No 175 43.5
Yes 227 56.5
Total 402 100.0
From the above graph we come to know that 57% of the respondents are
shift between the product and 43% of the respondents are not shift
between the product.
Factor Analysis
Rotated Component Matrixa
Component
1 2
Factor_Bingo_Taste .713 .233
Factor_Bingo _Availability .729 .074
Factor_Bingo _Variety .824 .072
Factor_Bingo _Quality .855 .104
Factor_Bingo _Packaging .848 .095
Factor_Bingo _Price .874 .080
Factor_Bingo _Visibility .865 .041
Factor_Bingo _Flavours .861 .120
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
From the above table it is found that the factors that influence the
respondents are Price (.874) and Taste(.233)of Bingo.
Rotated Component Matrixa
Component
1 2
LAYS_Factor_Taste .772 .070
LAYS_Factor _availability .779 .129
LAYS_Factor _Variety .859 .024
LAYS_Factor _Quality .908 .014
LAYS_Factor _Packaging .908 .014
LAYS_Factor _Price .874 -.041
LAYS_Factor _visibility .883 .010
LAYS_Factor _Flavour .874 .008
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
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From the above table it is found that the factors that influence the
respondents are Quality(.908) Packaging(.908)and Availability(.129) of
Lays.
Crosstabs
Gender * Which_Bingo_flavour_would_you_choose Crosstabulation
Count
Which_Bingo_flavour_would_you_choose Total
Tomato Cream Salted others 5
flavour and potato
chips onion chips
Gender Male 46 64 58 21 1 190
Female 56 56 74 18 3 207
Total 102 120 132 39 4 397
As per the above table we can say that 74 of the female buys salted potato
chips of Bingo where as 64 of males buy Tomato Flavour of Bingo.
As per the survey 75 of people age between 21-30 buys Tomato flavoured
Where as 61 of people aged between 21-30 buys cream and onion.
As per the above table we can say that 67 of Female buys tomato tango
whereas 64 of the male but Tomato flavour.
Age * Which_LAYS_flavour_you_choose Crosstabulation
Count
Which_LAYS_flavour_you_choose Total
magic Cream tomato Classic other
masala. and onion. tango. salted.
Age Bellow 19 20 21 11 1 72
20
21-30 27 58 66 38 4 193
31-40 8 17 30 14 8 77
Above 5 13 16 16 10 60
40
Total 59 108 133 79 23 402
As per the above table we can say that 66 of people aged between 21-30
preferred tomato flavour where as 58 of people aged between 21-30 prefer
onion flavour.
Gender * Time_taken_to_select_brand Crosstabulation
Count
Time_taken_to_select_brand Total
0 to 2min 3 to 5 min More than 5
min
Gender Male 73 66 51 190
Female 92 73 42 207
Total 165 139 93 397
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As per the above table we can say that 92 of the female takes time 0-2
minutes to select the brand whereas 73 of males take 0-2 minutes for the
same.
Age * Time_taken_to_select_brand Crosstabulation
Count
Time taken to select brand Total
0 to 2min 3 to 5 min More than 5 min
Age Bellow 20 49 21 2 72
21-30 102 69 22 193
31-40 9 38 30 77
Above 40 5 13 42 60
Total 165 141 96 402
As per the above table we can say that 102 of people aged between 21-30
takes 0-2 minutes to select the brand of chips whereas 49 of people age
bellow 20 takes 0-2 minutes to take select Brand.
Findings
1. 52% of the respondents are male where as 48% are female.
2. 18% of the respondents use chips frequently.
3. 48% of the respondents buys Bingo whereas 23% of the respondents
buy Lays brand.
4. 35% of the respondents prefer bingo salted potato flavour.
5. 34% of the respondents choose tomato tango flavour in lays brand.
6. According to the survey, among 8 factors, price factor and Taste
factors are the main factors that lead to influencing the purchase of
BINGO Chips.
7. According to the survey, among 8 factors, quality factor and
packaging and availability factors are the main factors that lead to
influencing the purchase of lays chips.
8. As per survey we can say that 67 of Female buys tomato tango
whereas 64 of the males but Tomato flavour.
9. As per the survey 75 of people age between 21-30 buys Tomato
flavoured Where as 61 of people aged between 21-30 buys cream and
onion.
10. As per the above table we can say that 66 of people aged between 21-
30 preferred tomato flavour where as 58 of people aged between 21-30
prefer onion flavour.
11. As per the above table we can say that 66 of people aged between 21-
30 preferred tomato flavour where as 58 of people aged between 21-30
prefer onion flavour.
12. As per the above table we can say that 92 of the female takes time 0-2
minutes to select the brand whereas 73 of males take 0-2 minutes for
the same.
13. As per the above table we can say that 102 of people aged between 21-
30 takes 0-2 minutes to select the brand of chips whereas 49 of people
age bellow 20 takes 0-2 minutes to take select Brand.
Suggestions
From the survey it is found that the Visibility of Bingo is less so the
company should focus on improving visibility of the Chips. so the sale
of Bingo Chips increases.
According to the survey it is found that the Flavour of lays is less the
company should improve the taste of other flavours. So that the other
flavours also get sold.
Conclusion
Both Bingo and Lays brands are the two top brands in the in the Chips
sector of the food industry
As per the survey most of the female preferred tomato flavour of both
Bingo and Lays and most of the youth age between 21-30 prefer to have
chips on usual basis.
This project was an opportunity to learn about the food industry and also
the Buying Behaviour of the people of Hubli and Dharwad.
References
1. C.Trail, B. J. (July 1998). Taste or health: A study on consumer
acceptance of corn chips. Food Quality and Preference.
2. F Mendoza, P. D. ( 2007). Colour and image texture analysis in
classification of commercial potato chips. Food Research
International,Elsevier.
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Annexures
1) Gender
Male
Female
2) Age
Bellow 20
21-30
31-40
Above 40
3) Occupation
Student
Employee
Home-maker
Others
4) Time taken to select the brand....
0 to 2min
3to 5 min
More than 5 min
5) How frequently you use chips?
Daily
Weekly
Sometimes
Occasionally
6) Which among the following products you usually buy?
Bingo
Lays
Ruffles
Pringles
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12) Whether did you shift between the products (Bingo & Lays)
Yes
No
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24
Strength of Social Media over Marketing
Mr. Piyush A Patel1, Mr. Yogesh J Patel1,
Mr. Shahnavajkhan Pathan1
1
Asst. Prof., Faculty of Computer Science, Shri C.J. Patel College of Computer
Studies, Sankalchand Patel University, Visnagar, Gujarat (India).
E-mail Id: [email protected], [email protected], [email protected]
Abstract
The growing popularity of social media has forced marketers to think of
social media in addition to the traditional functional areas of marketing.
Social media mainly relies on internet or cell phone based apps and tools
to share information between people. The number of social media users
today exceeds the population in some countries. The impact of social
media on marketing can be assessed by comparing marketing before
social media and marketing after the introduction of social media and the
type of technologies used in social media
Keywords: Marketing before Social Media, Evolution of Social Media,
Social Media Today, Web Technology, Impact of Social Media on
Marketing, Social Media Concerns and Criticisms.
Introduction
Social media are primarily internet or cell phone based applications and
tools for sharing information between people. It speeds up conversation
and connection between people. It includes popular networking websites,
like Face Book and Twitter; as well as bookmarking sites like Digg or
Reditt and uses web page technology.
Initially, social media may have started out for social engagement, but its
business value quickly became evident and they also became the
marketer's new best friend. As the use of social media becomes popular
and the number of social media users has grown more than the population
of some countries, marketers have had to seriously revise their game plan
to accommodate this change in the market. media landscape. The industry
is rewriting its conventional strategies and transforming the basic structure
of the campaign. Has social media once devoid of any commercial content
had such a big impact on the marketing industry?
Marketing Previous to Social Media
Social media has evolved over time, and its user base has grown even
more than the populations of some countries. During the 1930s,
newspapers and magazines were the choice of the media. P&G was the
first company to use advertising in print media. The 1950s were known as
the era of television advertising, which led marketers to turn to electronic
advertising. In 1960, the concept of corporate social responsibility
emerged. During the 1970s the computer was born and the logo, credit
card and direct marketing, media research, payroll, visa card and master
cards, etc. find the app. Cable TV was introduced in the 1980s and
changed the landscape of advertising media. With the launch of the World
Wide Web that is, www. AT&T was the first company to use modern
media for marketing
Evolution of Social Media
Early pioneers of social media were
User net (1979)
Bulletin Board System (1979)
Online Service (early to mid 1980‟s)
CompuServe (1980)
AOL (1983)
Genie (1985)
Internet Relay Chat (1988)
ICQ (mid 1990)
Early Social Networks were
Dating Sites
Online Forms
First true social networks were
Six Degrees (1997)
Asian Avenue, MiGente, Black Planet (1997-2001)
1. Live Journal (1999)
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Source www.socialbaker.com
Can directly meet the new growing expectations of consumer demand.
Besides its initial engagement, social media activity is also likely to be
sustained as attention is maintained for a period of time rather than for a
few moments. The impact of social media can be seen in TV commercials
that sign a call for consumers to visit their website, Facebook or Twitter
page with the promise of an exciting online experience, fun incentives, and
more. 'a sense of community that people really want to get involved in.
with. Consumers use social media for fun and it makes no difference to
them whether they join an unbranded or branded game. However, the more
successful the creation, the more likely consumers are to develop a sense
of loyalty to the hosting brand.
Many campaigns have taken advantage of technological tools. With these
tools, advertisers can track the destination of their message.
As Rohit Ohri, executive chairman, Dentsu India, says: “Communication
has moved from “one-to-many” to one-to- one” to “one-to-community”.
Evolved marketers are increasingly looking at targeting communities.”
These communities, he adds, are not just defined by occupation or
industry. Increasingly, communities are defined by interests. “Bikers,
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Conclusion
As the popularity of social media increases and there is no turning back, it
looks like social media will to a large extent overtake other functional
areas of marketing. Social media tries to bridge the gap between marketers
and consumers through ongoing dialogue, building trust, and engaging
with the right audience in the right way, as quickly as possible.
References
1. Shelley Singh, I Want You, The Economic Times, 21 December 2011.
2. Delshad Irani and Amit Bapna, Give Your Campaign 9 Lives, The
Economic Time, 18 Jan 2012.
3. Das B.and Sahoo J.S (2011),”social Networking Sites -Acritical
analysis of Its Impact on Personal and Social Life” International
journal of Business and social Science, july p 223.
4. www.socialbaker.com.
5. www.businessdictionary.com.
6. Nichole Kelly, 6 Ways to Track the Impact of Social Media on Public
Relations, Social Media Examiner.
7. Lakendradavis-846677, The Impact of Social Media on Marketing,
PPT-2007.
8. Social Media Wikipedia www.google.com.
Abstract
Corporate ethics means the set of rules and regulations or principles that the
organisations should follow. While in corporate ethics refers to a code of
conduct that corporate are expected to follow while doing corporate.
Through ethics a standard is set for the organisations to regulate their
behavior. This helps them in distinguishing between the wrong and the right
part of the corporate. The ethics that are formed in the organisation are not
a rocket science. These are based on the creation of a human mind. That is
why ethics depend on the influence of the place, time, and the situation. Code
of conduct is another term that is used extensively in corporate currently. It
is a set of rules that are considered as binding by the people working in the
organisation. Corporate ethics compromises of all these values and
principles and helps in guiding the behavior in the organisations. Corporate
should have the balance between needs of the stakeholders and their desire
to make profits. While maintaining these balances, many times corporate
require to dothe compromises. To combat such scenarios, rules and
principles are formed in the organisation. This confirms that corporate gain
money without affecting the individuals or society as a whole. The ethics
involved in the corporate reflect the philosophy of that organisation. One of
these policies determines the fundamentals of that organisation. As a result,
corporate often have the ethical principles. This paper discusses the
corporate ethics in sales promotion of goods and services.
Keywords: Entrepreneurs, Corporate, Customer, Advertisement,
Economy, Marketing.
Introduction
Ethical sales and marketing, or simply ethical sales promotion practices,
is not really a sales promotion strategy. It is more a school of thought
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that guides sales promotion efforts. Through sales ethics and ethical
marketing, responsibility, equality, and honesty are promoted. Of course,
this is a difficult subject to tackle because it is highly subjective and
everyone has a little different ideas of what constitutes right and wrong.
Because of that, ethical sales promotion isn’t so much a rule system as it
is a system of guidelines.Ethical sales promotion refers to the process by
which companies market their goods and services by focusing not only
on how their products benefit customers, but also how their benefits are
socially responsible or environmental causes. To put this another way
ethical sales promotion is not a strategyit is a philosophy. It includes
everything from ensuring whethersales promotions are honest and
trustworthy to build strong relationships with consumers through a set of
shared values. Companies with a focus on ethical sales promotion
evaluate their decisions from a corporate perspective for example
whether a particular sales will deliver the desired return as well as a
moral perspective whether a decision is right or morally sound. With that
out of the way let’s get to the good stuff.
Objectives
The ethical sales promotion has some principles as the conjoint standard of
truth will be observed in all forms of sales promotion communication.
Personal ethics will guide the actions of sales promotion professionals.
Advertising is set apart from entertainment and news and the line is clear.
Marketers will transparent about who is paid to endorse their
products.Consumers will be treated fairly depending on who the consumer
is and what the product is.Consumer privacy will be respected and upheld
at all times.Marketers will comply with standards and regulations set by
professional organisations and the government. Ethics should be discussed
in everysales promotion decisions in an open and honest way.
Corporate Ethical Principles
Essentially any corporate that run in India comprises of these ethical
principles. There is great pressure to do right instead of maximizing profits
and this principle is tested. The executives need to demonstrate courage and
personal integrity, by doing what thing is right.These are the principles,
which are upright, honorable. They need to fight for their beliefs. For these
principles, they will not back down and be hypocritical or experience.No
ethical behavior can be promoted without faith. And for trust loyalty needs to
be demonstrated. The administrators need to be worthy of this trust while
remaining loyal to the institutions and the person. There should be friendship
in the time of adversity and support and devotion for the duty. They should
not use or disclose personal information.
This leads to confidence in the organization. They should safeguard the
ability of a professional to make an free decision by avoiding any kind of
influence or the conflicts of interest.So, they should remain loyal to their
company and their colleagues. When they accept the other employees, they
need to provide a reasonable time to the firm and respect the proprietary
information attach to the previous firm. Thus, they should refuse to take part
in any activity that might take the undue advantage of the firm.The ethical
executives are honest while dealing with their regular work. They also need
to be truthful and do not deliberately deceive or mislead the information to
others. There should be an avoidance of the partial truths, overstatements,
misrepresentations, etc. Thus, they should not have selective omission by any
means possible.These are two necessarily different forms of behavior in the
organization. But they go in tandem that is why they have been put under one
principle. When the executive is ethical he is compassionate, kind, and
caring.There is one golden rule which states that help those who are in need.
Further, seek their accomplishments in such a manner that the corporate
objectives of the firm are achieved.
The executives also need to show respect towards the employee’s dignity,
privacy, autonomy, and rights. He needs to maintain the interests of all those,
whose decisions are at stake. They need to be courteous and treat the person
equally and rightly.The executives need not be just fair in all the dealings, but
they also should not exercise the wrong use of their power. They should not
try to use over each or other indecent manners to gain any sort of advantage.
Also, they should not take undue advantage of anything or other people’s
mistakes.Fair people are inclined more towards justice and ensure that the
people are equally treated. They should be tolerant, open-minded, willing to
admit their own mistakes. The executives should also be able to change their
beliefs and positions based on the situation.Any executive, if ethical, should
be a leader to others. They should be able to handle the responsibilities. They
should be aware of the opportunities due to their position. The executives
need to be a proper role model for others.
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designers both of whom are cautious of body image, which shows the
wrong message for female, especially young female.
The advert shows that going overboard with dieting is conventional and
that diet coke is the way of going about achieving a thin and attractive
body. It is ethically wrong to be using Karl Lagerfeld's extreme dieting
ways in order to promote diet coke. It is not only advocating an extreme
statement, but it is also sending the wrong message about the drink by
directly associating it to a “healthy ideal body”. Often the line between
ethical and unethical advertising is blurred, what may seem unethical to
some consumers or corporate, may not to for others. Therefore, in cases
like this, corporate should proceed with caution, because unethical
advertising and promotion can fail, causing consumers to shy away from
the company consequently defeating the purpose of any campaign.
Deceptive Advertising and Ethics
Another breach of sales promotion ethics has to do with the use of
deceptive advertising. This form of advertising is not specific to one target
market, and can sometimes go unnoticed by the public. There are a
number of different ways in which deceptive sales promotion can be
presented to consumers; one of these methods is accomplished through the
use of humor. In a study conducted by HassibShabbir and Des Thwaites,
238 sales promotions were assessed and 73.5 percent of them were found
to have used deceptive sales promotion practices. Of those sales
promotions that were conducted deceptively, 74.5 percent of them used
humor as a masking device in order to mislead potential customers.
Part of what drives this study is the idea that humor provides an escape or
relief from some kind of human constraint, and that some advertisers
intend to take advantage of this by deceptively advertising a product that
can potentially alleviate that constraint through humor. Through the study
it was also found that all types of humor are used to deceive consumers,
and that there are certain types of humor that are used when making
certain deceptive claims.It is important to understand that humor is not the
only method that is used to deter consumer's minds from what a product
actually offers. Before making important purchases, one should always
conduct their own research in order to gain a better understanding of what
it is they are investing.
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Corporate ethics compromises of all these values and principles and helps in
guiding the behavior in the organizations.
References
1. https://www.toppr.com/guides/corporate-communication-and-
ethics/corporate-ethics/meaning-and-ethical-principles-in-corporate.
2. https://smallcorporate.chron.com/ethical-practices-sales-marketing.
3. https://www.wordstream.com/blog/ws/2017/09/20/ethical-marketing.
4. https://www.wikipedia.org.
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26
The Growing Impact of Social Media in Sports
Dr. Kahkashan Khan1
1
Assistant Professor, Department of Humanities & Management Science, Madan
Mohan Malaviya University of Technology, Gorakhpur, Uttar Pradesh, India.
E-mail Id: [email protected]
Abstract
Online Mediahas affected every industry and it hasn't left the sports
business immaculate by the same token. The attention on Social Media in
the Internet Marketing and Search Engine Optimization (SEO) industry
has been filling quickly lately. Online Media is profoundly woven in our
social culture and Social Media stages like Twitter and Facebook have
empowered Professional groups and competitors overcome any issues
among fans and themselves.This research paper discusses about the
positive and negative role and impact of social media in sports.
The present research paper uses secondary sources such as newspaper
publications, periodicals, books, journals, internet resources, and other
relevant literature review published earlier. In addition various reports
and documents relating to the issue were used for the study. The analysis
for the study was qualitative and descriptive in nature.
Keywords: Sports, Social Media, Search Engine Optimization, Facebook,
Twitter.
Introduction
The ascending of cell phone clients and web-based media has changed the
manner in which we take a gander at assortment things in the present
society, remembering our commitment for sports. There are a wide range
of online media stages like Facebook, Twitter, Instagram and YouTube
and so forth; individuals can utilize these web-based media instruments
actually helpfully in their every day lives. Online media has become a
significant device for conveying substance and pulling in new perusers,
just as making more cooperation. The online media instruments have
affected the games from a wide range of ways, for example, interchanges
and sports promoting.
Clearly, web-based media is one of the main instruments for sports, the
fans and the competitors. Most importantly, as we probably am aware, the
number of inhabitants in web-based media clients has expanded drastically
over the previous years. Individuals can take part in the games, follow
their #1competitors and groups, and get the most refreshed games
substance promptly. Second, for sports associations, the benefits of
utilizing web-based media is that it can help sports associations to
fabricate associations with people in general, to decrease their showcasing
costs and to expand deals and so on Associations can utilize web-based
media to advance two-path discussions with people in general and
manufacture a network under their central goal. Third, online media has
got fascination as a fundamental apparatus for interfacing with avid
supporters. For singular avid supporters, web-based media is a significant
instrument for them to interface and offer data with others, to take part in
two-path correspondence with sports associations. At last, competitors can
profit by utilizing online media to associate with their fans, to manufacture
an individual brand and to advance themselves and so on Contrasted and
the customary media, the online media these days costs less however
influences all the more productively and all the more reliably. Only one
post for each day could make the competitor dynamic in his/her fans'
sights, which will bring comparing financial advantages. Furthermore, the
competitor himself/herself may appreciate more while sharing their games
pertinent updates, which will positively prompt a maintainable turn of
events.
Notwithstanding of the numerous advantages, there are still a few
negatives of online media in sports. For instance, awful substance can be
spread more rapidly than any other time; players may have no clue about
utilizing the online media fittingly; negative remarks from fans could
influence the exhibition of the competitors or the group, and so on There
are loads of cases showing that the utilization of web-based media among
competitors should be prepared and one awful post can significantly
impact the competitors just as the games associations. With everything
taken into account, online media is still at its early stages and will proceed
to develop, and the commitment of web-based media in sports is one of the
main issues in the games business. The avid supporters and competitors,
just as sports associations are holding onto online media as the main
instruments to advance, to convey and to collaborate.
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Online Media has truly changed the whole culture of sports utilization.
Today, alongside watching the game live, fans are likewise discussing it
live on Social Media. The discussions may incorporate a specific
exceptional episode out of the match, a unique presentation from a
headliner or a group.
Also, everybody needs to know whether others' thought process the
function. Because of every one of these, games have transformed from an
exhausting, singular movement to an intriguing gathering or network
building action.
A New Way of Doing Business
Online Media is additionally changing the way sports crews are working
together. Today, associations are using web-based media to fabricate
associations with people in general and diminish their advertising costs
other than expanding deals.
Concerning competitors, web-based media has become another and
worthwhile method of working together. Sportspersons today are utilizing
their noteworthy after on different stages like Instagram, Twitter, and
Facebook to advance brands, items or administrations. Famously known as
Social Media Marketing or Influencer Marketing, this type of
advancement crusade is increasing expanded prevalence among
associations.
Positive effect of media on sports
The positive effects of media in sport include:
Motivating the up and coming age of individuals to partake-Coverage of
game makes more individuals need to participate. For example Sports and
Gymnastics during the Olympics and Tennis during Wimbledon.
These positive good examples are made through the media's presentation
of their exhibitions.
The media can raise the profile of numerous games and individual players.
Introduction can likewise prompt expansions in investment. This is
particularly significant for minority sports. For example Hockey and Darts
are two genuine instances of this.
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This can be -
On-field conduct-Inappropriate activities, for example, swearing,
unsporting conduct and rough direct.
Off-field conduct-Rugby/Football players acting seriously in clubs and
negative press influencing proficient execution.
Production of negative good examples can cause the forceful conduct
found in pro game towards authorities to convert into grass root level.
There is an expanded tension on authorities as:
Bad choices are featured and examined in more detail by the media.
Increased media inclusion and pre/post game 'publicity' is likewise
frequently a purpose behind the ascent in player and onlooker
savagery. This makes an authorities work more earnestly.
Papers are frequently overwhelmed by a couple of sports. These will in
general be male-overwhelmed sports with betting organizations included
conspicuously. Females and ethnic minorities sports are demonstrated less
frequently.
Conclusion
Clearly, web-based media is one of the main devices for sports, the fans
and the competitors. Most importantly, as we probably am aware, the
number of inhabitants in web-based media clients has expanded
significantly over the previous years. Individuals can take part in the
games, follow their number one competitors and groups, and get the most
refreshed games substance immediately. Second, for sports associations,
the upsides of utilizing web-based media is that it can help sports
associations to fabricate associations with general society, to decrease their
advertising costs and to expand deals and so on Associations can utilize
web-based media to advance two-route discussions with people in general
and fabricate a network under their central goal. Third, online media has
got fascination as a fundamental apparatus for interfacing with avid
supporters. For singular avid supporters, online media is a significant
device for them to interface and offer data with others, to take part in two-
path correspondence with sports associations. At last, competitors can
profit by utilizing online media to interface with their fans, to assemble an
individual brand and to advance themselves and so on Contrasted and the
customary media, the web-based media these days costs less however
influences all the more productively and all the more reliably. Only one
post for every day could make the competitor dynamic in his/her fans'
sights, which will bring comparing monetary advantages. Additionally, the
competitor himself/herself may appreciate more while sharing their games
significant updates, which will unquestionably prompt a practical turn of
events.
In spite of the numerous advantages, there are still a few negatives of
online media in sports. For instance, awful substance can be spread more
rapidly than any other time in recent memory; players may have no clue
about utilizing the online media fittingly; negative remarks from fans
could influence the presentation of the competitors or the group, and so on
There are loads of cases demonstrating that the utilization of online media
among competitors should be prepared and one terrible post can
significantly impact the competitors just as the games associations. With
everything taken into account, online media is still at its outset and will
proceed to develop, and the commitment of web-based media in sports is
one of the main issues in the games business. The avid supporters and
competitors, just as sports associations are holding onto online media as
the main devices to advance, to impart and to cooperate.
References
1. Brown, M. (2003), “An analysis of online marketing in the sport
industry. User activity, communication objectives, and perceived
benefits”, Sport Marketing Quarterly, Vol. 12 No. 1, pp. 48-55.
2. Browning, B. and Sanderson, J. (2012), “The positives and negatives
of Twitter: exploring howstudent-athletes use Twitter and respond to
critical tweets”, International Journal of SportCommunication, Vol. 5
No. 4, pp. 503-521.
3. Burton, N. and Chadwick, S. (2008), “From Beckham to Ronaldo-
assessing the nature of footballplayers brands”, Journal of
Sponsorship, Vol. 1 No. 4, pp. 307-317.
4. Butts, F.B. (2008), “NCAA athletes and Facebook”, The Sport
Journal, Vol. 11 No. 1, pp. 23-30.
5. Cave, A. and Miller, A. (2015), “The importance of social media in
sport”, available at: www.telegraph.co.uk/sponsored/business/
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Abstract
Purpose: The study of the article aims in providing the knowledge and
information about brand sustainability, which play a major role in the
present era. The purpose of this paper is to make people understand how
the brand sustainability takes place and the importance of branding. The
past decades have witnessed top brands, namely, Apple, Google,
McDonald’s, Nike, Samsung and Walmart striving toward achieving the
status of “Global Sustainable Champion” (Fombrun, 2007; Papista et al.,
2018; WEF, 2018). In this article we discuss about the role of brands in
the creation of sustainable markets, it aims on highlighting the leading
role of sustainability and their strategies. The study provides a summary
on brand sustainability and its strategies, corporate brand, the strategies
and awareness of branding, consequences faced and outcome of brands in
COVID era, green branding among young consumers, the opportunity and
jeopardy behind branding.
Approach: Based on a systematic review of multiple sources of data
emerging around brand sustainability, including the topics covered on
various issues of brand sustainability.
Keywords: Brand sustainability, Green branding, young consumers,
corporate branding and its equity, brand sustainability during pandemic.
Introduction
Given that marketing discipline has consumer in the center of its
philosophy and marketplace as the main playground; and that it has often
been accused for creation of uncontrolled consumption of planet resources
(Christensen et al., 2007), Brand is a unique blend of functional and
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5. Peter Dauvergne and Jane Lister, Liu Institute for Global Issues,
University of British, Columbia “Global Environmental Change”.
6. Matthias Lehner and Sue Vaux Halliday, ISSN 1473-2866, available
at: http://www.ephemerajournal.org/contribution/branding-sustainabi
lity-opportunity-and-risk-behind-brand-based-approach-sustainable.
7. Xuan Gong, Changzheng Wang, Yi Yan, Maohong Liu and Rizwan Ali
from Economics and Management School, Wuhan University, China
“What Drives Sustainable Brand Awareness: Exploring the Cognitive
Symmetry between Brand Strategy and Consumer Brand Knowledge”,
Symmetry 2020, doi: 10.3390/sym12020198, available at: https://
www.researchgate.net/publication/338997263_What_Drives_
Sustainable_Brand_Awareness_Exploring_the_Cognitive_Symmetry
_between_Brand_Strategy_and_Consumer_Brand_Knowledge.
8. Peter Adams, May 2020, “Why sustainability could be more crucial -
and difficult-for brands in the COVID-19 era” available at: https://
www.marketingdive.com/news/why-sustainability-could-be-more-
crucial-and-difficult-for-brands-in-th/577503/.
9. Samer Ajour El Zein, Carolina Consolacion-Segura and Ruben
Huertas-Garcia from School of Business Administration, Technical
University of Catalonia, Spain, “The Role of Sustainability in Brand
Equity Value in the Financial Sector”, Sustainability 2020, Economic
and Business Aspects of Sustainability available at https://doi.
org/10.3390/su12010254.
10. Christensen, T.H., Godskesen, M., Gram-Hassen, K., Quitzau, M.,
Ropke, I. (2007), Greening the Danes? Experience with consumption
and environment policies“, Journal of Consumer Policy, Vol. 30, pp.
91-116.
11. Grant, J. (2008), “Green marketing”, Strategic Direction, Vol. 24 No.
6, pp. 25-27.
12. Meng, Y., Yang, Y., Chung, H., Lee, P.H. and Shao, C. (2018),
“Enhancing sustainability and energy efficiency in smart factories: a
review”, Sustainability, Vol. 10 No. 12, p. 4779.
13. Newell, P., 2010. The elephant in the room: Capitalism and global
environmental change. Global Environmental Change, doi: 10.
1016/j.gloenvcha.2010.11.011.
14. Woody, T., 2010. IBM suppliers must track environmental data, New
York Times, 14 April, available at http://green.blogs.nytimes.
com/2010/04/14/ibm-willrequire-suppliers-to-track-environmental-
data.
15. Papista, E., Chrysochou, P., Krystallis, A. and Dimitriadis, S. (2018),
“Types of value and cost in consumer-green brands relationship and
loyalty behavior”, Journal of Consumer Behaviour, Vol. 17 No. 1, pp.
101-113.
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28
Business Management Practices and Social
Innovation in Digital Marketing
Sahana B.C1, Manjula Bhaskar2
1
Assistant Professor, Department of B.Voc RM,
BMS College for Women, Bangalore-560004.
2
Lecturer, Department of B.Voc IT, BMS College for Women, Bangalore-560004.
E mail Id: [email protected], [email protected]
Abstract
Marketers are faced with new challenges and opportunities within this
digital age. Digital marketing is the utilization of electronic media by the
marketers to promote the products or services into the market. The main
objective of digital marketing is attracting customers and allowing them to
interact with the brand through digital media. This paper focuses on the
importance of digital marketing. Additionally the differences between
traditional marketing and digital marketing in this paper are presented.
This study has described various forms of digital marketing, effectiveness
of it and the impact it has on firm’s sales.
Keywords: Digital Marketing, Promotion, Effectiveness.
Introduction
Business management practices Focuses on Data-Driven Decision-Making
and also Combines Managerial and Leadership Skills. Social innovations
are new social practices currently that aim to meet social needs in a better
way than the existing solutions.
Social innovation is the process of developing and deploying effective
solutions to challenging and often systemic social and environmental
issues in support of social progress. Social innovation is one of the key to
the success of business.
In this current situation if you want to engage your audience or convert
customers and boost sales it is important for you to be sensitive towards
the latest digital marketing trends to stay in line and compete.
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Research methodology
The research was done by using the Secondary data-Newspapers,
magazines, articles, Journals, case Studies, online portals as a major source
of information.
Data Analysis
Traditional marketing has many facets. For instance, it includes tangible
items like print ads in magazines or newspapers, business cards. It can also
include commercials on radio or TV, posters, brochures and billboards.
Anything except digital ways to promote your brand is traditional
marketing.
Digital marketing includes social media mentions, websites, banner ads
and YouTube videos. Digital marketing is quite similar to traditional
marketing but just uses digital devices. One can start promoting business
through social media marketing. Online marketing is a form of inbound
marketing, and its main aim is for customers to find you.
Marketing your business through social media channels becomes easy like
online organic search, paid search or by reading content online like article
or blog. The audience becomes familiar with your content as and when
they keep seeing it, which helps build trust.
The differences between traditional and digital marketing
Traditional Marketing Digital Marketing
Traditional marketing includes Digital marketing includes online
print, broadcast, direct mail, and advertising, email marketing, social
telephone media, text messaging, affiliate
marketing, search engine
optimization, pay per click
No interaction with the audience Interaction with the audience
Results are easy to measure Results are to a great extent easy to
measure
Advertising campaigns are planned Advertising campaigns are planned
over a long period of time over short period of time
Success of traditional marketing Success of digital marketing
strategies can be celebrated if the strategies can be celebrated if the
firm can reach large local audience firm can reach some specific
number of local audience
One campaign prevails for a long Campaigns can be easily changed
time with ease and innovations can be
introduced within any campaign
Limited reach to the customer due Wider reach to the customer
to limited number of customer because of the use of various
technology customers technology
24/7 year-round exposure is not 24/7 year-round exposure is
possible possible
No ability to go viral Ability to go viral
One way conversation Two ways conversation
Responses can only occur during Response or feedback can occur
work hours anytime
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So far little evidence has been provided with regards to which digital tools
are actually used to address social needs (Smith and McKeen, 2011). To
sum up, digital tools ensure the tools by which SI players interact and the
present article aims at identifying current digital devices, channels and
platforms enabling new SI initiatives.
The latest digital marketing technology hype cycle
Across all digital platforms and marketing cloud services, the trends are
well documented by Gartner in their digital marketing hype cycles which I
summarize each year. Here is the latest visual from Gartner of the 2020
digital marketing hype cycle.
.
From reviewing the latest hype cycle here are the core marketing themes
that will be most significant for marketers considering their adoption of
digital technology in 2021 and beyond:
Conversational marketing
Consumer privacy and consent
Artificial Intelligence and machine learning for marketing
Personalization is referenced as personification.
Marketing Hubs (clouds) and email automation
Fewer new innovations
Conclusion
To conclude social innovation as well as business management practices is
involved in the field of digital marketing and has future scope for
implementation in industries, retail and business sector to be competitive
in today’s era.
Suggestion for Future Study
Here an attempt has been made to study Business management practices
and social innovation in Digital marketing. This study has one limitation
that it is based on secondary data, which allows other researchers to further
research. Digital channel in marketing has become essential part of
strategy of many companies. Nowadays, even for small business owner
there is a very cheap and efficient way to market his/her products or
services. Digital marketing has no boundaries. Company can use Artificial
Intelligence, chat bots and lot more to promote company itself and its
products and services.
References
1. https://digitalmarketinginstitute.com/blog/10-trends-in-digital-marke
ting-in-2020#:~:text=Get%20Involved%2C%20or%20Get%20Left,
among%20the%20most%20prominent%20trends.
2. https://socialinnovation.org/event_auto/branding-digital-marketing-
for-social-impact-how-to-get-started/.
3. https://www.researchgate.net/publication/300572133_The_Importan
ce_of_Marketing_for_Social_Innovation.
4. https://economictimes.indiatimes.com/tech/internet/internet-users-in-
india-expected-to-reach-500-million-by-june-iamai/articleshow/ 63000
198.cms?from=mdr.
5. https://www.mycustomer.com/marketing/technology/10-ways-to-trans
form-traditional-marketing-into-social-innovation.
6. https://digitalmarketinginstitute.com/blog/3-innovations-that-will-
transform-your-digital-marketing-strateg.
7. https://www.singlegrain.com/digital-marketing/digital-marketing-
trends-2021/.
8. Merisavo, M. (2005). The effects of digital marketing on customer
relationships. Managing Business in a Multi-Channel World: Success
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Abstract
Sustainable enterprise is working as an organization that attempt to
complete the needs of present and future generation of customers and
stakeholders through new businesses like green products those are
creative and innovative that speed up to positive social change, preserve
environment integrity and economic growth. Nowadays almost
government of every country is working to gain profits and to protect
environment. But still based on previous researches the majority of the
consumers still have lack knowledge about sustainable enterprises and
because of such low awareness towards green products organizations are
still not pushing towards developing more such type of products. The
purpose of the Present study is to find the relation status between
sustainable green marketing and consumer behaviour. Secondary data
was collected for the present study. Based on the previous data, this
relation can be improved by using some suggestions and these are
consumers need to aware for the environment condition and willing to pay
more to improve the environment. Companies are starting to educate the
masses with an increase in advertising that puts emphasis on green
products and how they are more beneficial for the consumers. This kind of
advertising goes a long way in educating the masses and promoting the
concept of green marketing among the people. Innovative methods,
strategies and policies to be developed and implemented so that it will
help the retailers and customers towards the sustainable change.
Keywords: Green marketing, Consumer behaviour, Environment change,
Improve relation.
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Introduction
The pollution is increasing day by day and one reason is that many types
of non-biodegradable products are available in markets. So that
Environmental issues are increasing day by day and it became a sizzling
topic nowadays as almost every country’s government and society has
started to be more aware about these issues. This leads to a trend of
enterprises of green marketing used by the firm as one of the strategies in
order to gain profit and protect the environment. "Green Marketing" refers
to holistic marketing concept wherein the production, marketing
consumption a disposal of products and services happen in a manner that
is less detrimental to the environment with growing awareness about the
implications of global warming, non-biodegradable solid waste, harmful
impact of pollutants etc., both marketers and consumers are becoming
increasingly sensitive to the need for switch in to green products and
services. All activities designed to generate and facilitate any exchanges
intended to satisfy human needs or wants, such that the satisfaction of
these needs and wants occurs, with minimal detrimental impact on the
natural environment. Due to increased environmental awareness over the
past decades, many economic sectors are recognizing the desperate need
for more sustainable business practices. Today the concept of
sustainability is almost constantly encountered by showing application in
corporate strategy, consumer choice, student education and academic
research. The need for sustainable business practices by corporations
around the world is identified to be a result of overall increase in the
consumer awareness of lack of environmental protection and social
inequities. It is important that the consumers’ behaviour should be
improvised and sustained with the help of using some useful methods by
which they will be willing to pay for green products by thinking for the
protection of environment and sustainability of green marketing can help
to make eco balance for environment.
Objective
To find the relation status between sustainable enterprises and consumer
behaviour.
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References
1. Bukhari, S. S. (2011). Green Marketing and its impact on consumer
behaviour. European Journal of Business and Management. 3(4).
ISSN 2222-1905. 2222-2839.
2. Davis, J. J. (1995). Consumer response to corporate environmental
advertising. Journal of Consumer Marketing, 11(2), 25-37. http://
dx.doi.org/10.1108/07363769410058902.
3. Doyle, J. (1992). Hold the Applause: A Case Study of Corporate
Environmentalism. The Ecologist, 22(3), 84-90.
4. Hanss, D. and Bohm, G. (2012). Sustainability Seen from the
Perspective of Consumers. IJC. DOI: 10.1111/j.1470-6431.
2011.01045.x
5. Jacob, J. and Jacob, J. (2012). Green Marketing: A Study of
Consumers’ Attitude towards Environment Friendly Products. Asian
Social Science. 8 (12). 1911-2017, 1911-2025. http://dx.doi.org/
10.5539/ass.v8n12p117.
6. Kotchen, M. J., and Reiling, S. D. (2000). Environmental attitudes,
motivations and contingent valuation of nonuse values: a case study
involving endangered species. Ecological Economics, 32(1), 93-107.
http://dx.doi.org/10.1016/S0921-8009(99)00069-5.
7. Ottman, J. (1998). Green Marketing: Opportunity for Innovation.
NTC-McGraw-Hill, New York, NY.
8. Shahidullah, A. K. M. and Haque, C. E. (2014). Environmental
Orientation of Small Enterprises: Can Microcredit-Assisted
Microenterprises be “Green”? Sustainability. 6, 3232-3251; doi: 10.
3390/su6063232.
9. Vandermerwe, S., and Michael, D. O. (1990). Customers Drive
Corporations Green. Long Range Planning, 23(6), 10-16. http://dx.
doi.org/10.1016/0024-6301(90)90096-M.
10. Wong FuiYeng & Rashad Yazdanifard (2015). Green Marketing: A
Study of Consumers’ Buying Behavior in Relation to Green Products.
Global Journal of Management and Business Research: E Marketing.
15 (5) Version 1.0. 2249-4588 & 0975-5853.
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30
Green Product Marketing: An Ethical Initiative
“Green Hai Tho Future Hai”
Abdal Ahmed1, Dr. Suman Vij2, Sumera Qureshi3
1
Research Scholar, Dept. of Management, Dehradun, Uk-India.
2
Associate Professor, Dept. of Management,
Shri. Guru Ram Rai University, Dehradun, Uk-India.
3
Research Scholar, Dept. of Law, H.N.B Garhwal University,
B.G.R Campus, Pauri, Uk-India.
E mail Id: [email protected], [email protected],
[email protected]
Abstract
Indian green marketing sector is growing day by day and many Indian
and international companies are producing green products or services &
also performing part of CSR which impact is showing positive impact on
environment. Green Revolution in India started as a new revolution in late
1960’s and its success attained within a decade. Whereas, Green
marketing was introduced internationally in 1975 and in India in 1990.
Concern for the society is changing Consumer Buying Preferences.
Trending and changing the attitude of the consumers are leading to a new
way of Green lifestyle.
Many national and international organizations are upgrading their roles
to perform Corporate Social Responsibility as a process in their
production and operations management to improve the quality of
environment. These changes in the marketing dynamics and preferences of
the consumers are observed by the organizations in order to capture to the
demands of the dynamic market.
The main aim of this research paper is to understand the change in the
market and preferences of consumer and to find out the numerous changes
that have been adopted by the organizations as well as the consumption
with respect to “Green Ethical Marketing”.
This research paper is based on secondary data collected through
different sources and their analysis, which include research papers by
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Literature Review
History of Green Marketing
The first wave of green marketing came in the 1980s. The substantial point
of reference for the principal wave of green marketing came in the form of
books which were called Green Marketing. They were by authored by Ken
Pattie (1992) in England and by Jacquelyn Ottman (1993) in the United
States of America. In India, Madhumita, G.& Sara. (2014) gave a brief
outlook of green marketing, how it works and its avenue in India.
Prothero, A. (1998) introduced several papers that were discussed in the
July 1998 issue of 'Journal of Marketing Management' which focused on
green marketing. Jain, S.K. & Kaur, G. (2004) discussed that business
firms too have risen to the occasion and have started responding to
environmental challenges by practicing green marketing strategies.
Chauhan, H.P.S. (2015) talked about sustainable development as per the
Report of the World Commission on Environment and Development by
UNO. He talked about the keys of success in green marketing, its
advantages and problems associated with it. Tiwari, J.(2014) talked about
green marketing being a tool for protecting the environment for future
generation. And may more taken part in strengthening the wave of Green
Products Marketing.
Green Production leads to Sustainable Corporate Management
Sustainable corporate management is that reduces the harmful impacts at
the time of production of products or even completely avoids them. The
main aim behind this type of production and marketing is that customers
should be encouraged to conscientiously and sustainably consume it.
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Abstract
The market revolution has brought us a new era- “of the digitalisation”
and this era has brought us some new tests and trials that seek to solve the
problems of organization in a better and new way. In the he digital era as
far as branding is concerned, it has brought many benefits to the
organization and it can be enormously a significant marketing tool, but
only when the organization administers to gain a positive relationship
between the brand and consumers and if it hold a relative advantage with
comparison to its adversaries; because, on the other hand, besides all
advantages it brings us, the digital era can set up many traps.
This paper is about the present scenario in the global market and pays our
attention to some segments of business which are important in digital era
for survival and the achievement of an organization.
It presents the existing awareness of consumers and their way of thought
process and buying behaviour. The purpose of this paper is to point out
conceptual frameworks of branding in Internet form, to show how those
frameworks can help marketing planners by organizing and integrating
the existing knowledge in development of successful strategies of branding
on the Internet.
A real example of one of the leading global brands that succeeded to win
the challenges of the digital era will be presented in this paper.
Keywords: digital era, digital marketing, Internet, branding, consumers.
Introduction
Modern business is categorised by everyday changes, that are rapid and
are often unpredictable. With the development of technology, &
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digitization, the initiation of Internet and the changes that came with it,
and is expected to come, is making the market digital. The information is
easily and much more accessible to manufacturers and also to the
consumers, so that they should be used as in the best possible way. Market
Communication is the key hypothesis for any successful business or any
organization. Organizations usually have various ways for communication,
creation to convey a special and perfectly clear message assigned to the
consumer. By the emergence of modern technology and digital era, has
change the attitude and the awareness of consumers which has been
presented in the paper, some consumers are identified with traditional
media, and younger modern generations apply digital media as a method
of informing and shopping. Each type of media proffers some advantages
as well as the constraints in the meaning of creativity.
Today it is not enough to publish the message in different media, it is
necessary to direct the marketing in media on what is important for the
people, with special accent on additional product value.
The Methodology and Discussion
The methodology is based on an analysis of several literary and research
sources and the purpose of this paper is to highlight the importance of
digital marketing and advertising as key to attract consumers.
This paper presents a theoretical research, where the application of
analysis, synthesis and comparison of relevant literature sources and
research, given inclusive thinking on the subject.
Questions that were analysed in this paper are the following:
RQ1: Reviewing of the new-digital age, and the advantages which it is
provided?
RQ2: Comparison of traditional and digital marketing / advantages and
disadvantages?
RQ3: Relationship between the digital age and the consumers?
The answers to these questions created the image of the current situation,
through this paper.
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4. Often there is no perception that the job market is changing every few
years. It is noted that the requirements of customers and
competitiveness significantly change every few years in industries
such as steel production, telecommunications, healthcare and
entertainment
5. Globalization and technology are the leading drivers through which a
new level of fragility in the global economy is created. The future is no
longer what it once was, the changes are happening so fast that the
ability to accept and adapt to change has become a competitive
advantage; the organization will change or they will perish. On this
basis, it can be concluded that there are three types of companies:
companies that make things possible,
which view events from the side,
those that wonder what happened. Marketing challenges faced by
today's organizations are
consumers are becoming more sophisticated and price sensitive,
have no time and seek greater benefits,
recognize that the equality of products from supplier to supplier is
increasing,
are less sensitive to manufacturing brand and are increasingly
accepting dealers’ brand and generic products,
expect a lot from provided service,
are less loyal to supplier.
All this indicates that organizations are faced with severe challenges trying
to improve their performance on the market. Wise, market-oriented
organizations improve: their own knowledge about customers,
technologies to connect customers and understanding their business
6. Such organizations are urging their customers to participate in creating
products, are available 7 days a week, 24 hours a day by phone or via
email.
They use technologies such as video conferences, sales automation,
websites and Internet and extranet. Such organizations have adopted and
apply the digital age. A premium will be achieved by organizations that
have invented new ways of creating, communicating and delivering value
to their target market. On this basis, it is concluded that organizations fall
into two types: those that change and those that disappear.
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the conversation, not a monologue. Nike brand has reduced the cost of
advertising on television and the press by 40% between 2010 and 2012,
but has increased the total marketing budget to $2.4 billion in 2012 [9],
which is directed as follows; Nike brand has chosen to use a combination
of technological innovations, analytics and social media to win a new
group of digitally educated consumers. Engineers and scientists associated
with prestigious organizations such as MIT and Apple are engaged in
building an exciting new technology and market research. One of their
biggest achievements was the creation of Nike + products in 2010-a device
that allows users to monitor their workout, upload results to the web,
monitor progress and share their achievements and experiences socially. It
is essential that this new community is constantly creating incredible
amounts of data, which Nike brand uses to track consumer behavior in
online communities and created space for the Nike supporters and creates
meaningful relationships between the brand and its consumers. Nike has
moved its Social Media Marketing team in the homes of the consumers.
Results: Nike's new approach-creating various social digital strategy,
which has achieved continuous communication with the customers and
provided data to users, necessary for further successful business of the
company, had great results. It all starts with understanding the business
challenges the brand is faced with. Effective marketing strategy should be
focused on the market; all important decisions must be based on solid
research and data. 380 Analyisis of digital marketing and branding for the
purpose of understanding the consumers in digital age
Conclusion
Every time has its own rules, so that business activities in business and in
life are effective, it is necessary to adapt and accept the rules. In this case
we should accept the rules of the digital age. In order to become powerful,
the brand, to be well-placed on the market, to guarantee the quality and
gain the loyalty of consumers, it is needed a lot of time, a large number of
different experts who will, through the process of creating and launching
the brand in the market, go through a number of different analytical tests.
Today, what helps to isolate a specific brand over its competitors is the
emotional value of the product or “higher value''. Modern consumers are
not satisfied with the basic, default product quality, which is why the
creators of the brand and marketing sector tend to create an adequate
emotional component for a specific brand, and thereby differentiate the
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Abstract
In today’s era the importance of “Green” is getting more importance.
Global warming is creating hazardous layer on the earth and its effects on
public is increasing day by day. Pollution from various sources is the
greatest contribution to the global warming. Therefore such issues are
demanding more for new market i.e. Green Marketing. The researcher has
studied green marketing and green packaging products and its effects on
consumers buying approach. The research has collected the data by
asking questionnaire to customers. The researcher has selected simple
random method for selecting respondents and thus conclude the research
buy adding more awareness about green marketing and green packaging
products
Keywords: Green Marketing, Green Packaging Products, Consumer
Approach.
Introduction
From 1980’s the environment is facing issues such as global warming,
green house effects, pollutions and change in climate. The waste from
industries, residential areas, restaurants, malls etc has lead to increase in
environmentalism which has raise the consumer to demand more for green
products. Before this organizations has used the green marketing concepts
as well as trying to develop green products that will help to decrease more
environmental problems. Many organizations are trying to solve issues
which are harmful to the environment and building up the interest towards
consumers. Thus green marketing done by the organizations will help to
meet consumers expectation and will also help to gain competitive
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activities. 30% customers says at any time the green products are available
at all place. 17% customers strongly agree about green marketing is more
effective than regular marketing followed by 4% are agree, 18% are
neutral and 11% customers are happy with the regular marketing.
Conclusions
The researcher hereby, concludes that it is very necessary to create more
awareness about green marekitng and green packaging products. The new
green market shows huge impact on customers mind as it eco-friendly in
nature. As literacy levels is increasing in India the response for Green
concepts is also in flow in the market. Green market and green packaging
products show undergo more promotion activities and should create
awareness in the market. As global warming is increasing rapidly thus the
usage of green concepts should also increase in flow.
References
1. Ankit, G., & Mayur, R. (2013). Green marketing: Impact of green
advertising on consumer purchase intention. Advances in
Management, 6(9), 14-17. Retrieved from http://ezproxy.snhu.edu/
login?url=http://search.proquest.com/docview/1437355962?accounti
d=3783.
2. Halbright, R., & Dunn, M. (2010). Case study: The Toyota Prius.
Retrieved from http://www.maxdunn.com/files/attachments/maxdunn/
PMBA:%20Presidio%20MBA%20Home/Prius_Marketing_Case_St
udy.pdf.
3. Ottman, J. A. (2011). The new rules of green marketing: Strategies,
Tools, and Inspiration for Sustainable Branding. Retrieved from
http://www.greenleaf-publishing.com/content/pdfs/NRoGM_ ch1_2.
pdf.
4. Tsai, M. T., Chuang, L. M., Chao, S. T., & Chang, H. P. (2012). The
effects assessment of firm environmental strategy and customer
environmental conscious on green product development. Environ
Monit Assess, 184, 4435-4447. doi: 10.1007/s10661-011-2275-4.
5. Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding
green marketing myopia. Environment, 48(5), 22-36, 2. Retrieved
from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/
docview/224016352?accountid=3783.
Appendixes
Name:-
Age:-
Gender:-
1) Are you aware about green products?
Yes
No
2) From where do you came to know about green products?
Magazines
Newspapers
Media
Others
3) Have you purchase any green products?
Yes
No
4) From the following qualities what makes you buy a green product?
Packaging
Brand
Eco-friendly
5) Would like to may more for green products?
Yes
No
6) Do you think green marketing benefits to the environment?
Yes
No
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Abstract
Digital marketing refers to the marketing of digital media goods or
services, primarily on the Internet, but also including mobile devices,
display ads and every other digital medium. Within this digital age,
marketers are presented with new threats and opportunities. Digital
marketing is the use of electronic media by advertisers to promote the
demand for goods or services. Digital marketing's main goal is to attract
consumers and encourage them to engage through digital media with the
brand. Since the 1990s and 2000s, the rise of digital marketing has
changed the way brands and companies by using technology for
marketing.
This paper focuses on the relevance of digital marketing, elements,
Advantages and digital marketing boost to today’s business. Moreover, it
also describes about Traditional Marketing and Digital Marketing.
Keywords: Digital Marketing, Promotion, Effectiveness, Customer Reach.
Introduction
Digital marketing is one type of marketing that is widely used to promote
products or services and to use digital channels to reach consumers.
Digital marketing, including channels which do not require the use of the
Internet, extends beyond internet marketing. It covers mobile phones (both
SMS and MMS), marketing for social media, display advertising,
marketing for search engines and many other forms of digital marketing.
Both marketing campaigns using an electronic device or the internet
include digital marketing. To communicate with current and prospective
customers, companies exploit digital platforms such as search engines,
social media, email and their websites. This may also be referred to as
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Social Media
One of the most significant digital marketing platforms is social media
marketing today. It is a computer-based tool that enables individuals to
create, share ideas, knowledge and images about the product or services of
the business. Internet users continue to spend more time on social media
channels than any other kind, according to Nielsen. Facebook, Twitter,
LinkedIn and Google+ are social media marketing networks. Companies
may promote product and service events through Facebook, run
promotions that comply with Facebook guidelines, and explore new
opportunities. Via Twitter, companies will increase their brand recognition
and exposure. It is the best method for marketing the goods and services of
companies. Professionals write their profiles on LinkedIn and exchange
information with others. In LinkedIn, the company can establish its profile
so that professionals can view and obtain more information about the
product and services of the company. Google+ is also a social networking
network that is more powerful than Facebook, Twitter and other social
media. Not only is it a simple social media network, but it is also a tool for
authorship that directly connects web content to its owner.
Online advertising
A very significant aspect of digital marketing is online advertising. It is
often referred to as internet advertisement in which the organization may
send a message about goods or services. Internet-based advertising offers
content and commercials that better serve the needs of customers.
Publishers place their goods or services on their websites so that free
information is accessed by customers or users. More productive and
appropriate advertising should be put online by advertisers. The business
manages its budget well by online ads and it has complete control over
time.
Email Marketing
It is known as email marketing when messages about goods or services are
sent to the current or potential customer via email. Direct digital marketing
is used to deliver advertising, create brand and consumer loyalty, build
customer interest, and raise awareness of the brand. Through making easy
use of this aspect of digital marketing, businesses may promote their goods
and services. Compared to ads or other types of media representation, the
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offer via “trusted” company can grab the attention of prospects which
might not have otherwise reached.
Search Engine Optimization (SEO)
SEO (search engine optimization) is the mechanism by which the
popularity of a website or web page in the "natural" or un-paid ("organic")
search results of a search engine is affected. Generally speaking, the earlier
(or higher rated on the search results page) and more often a website
appears in the list of search results, the more visitors. SEO can target
various types of search, such as image search, local search, video search,
academic search, news search, and vertical search engines relevant to the
industry.
Pay Per Click (PPC)
Pay-per-click marketing is a way to produce clicks on your website by
using search engine ads rather than "earning" such clicks organically. For
searchers and advertisers, pay per click is fine. As it brings low cost and
greater interaction with the goods and services, it is the best way for
company advertising.
Advantages digital marketin g b ri ngs to Customers
Digital marketing has altered consumer purchasing behaviour with rapid
technical advances. As seen below, it has provided customers with various
benefits:
Greater engagement
With digital marketing, customers can interact with the different
operations of the business. Consumers can visit the company's website,
read product or service information, make online transactions and provide
feedback.
Stay updated with products or services
Digital marketing technologies make it possible for customers to keep
updated with company information. A number of people can now access
the internet online at any time and businesses actively update details about
their goods or services.
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specific strategies for media to identify the best path for driving up digital
marketing performance.
To conclude, digital marketing has a promising future with all its pros and
cons for the long-term survival of the goods or services in the current
technological market.
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34
Socially Sustainable: Exploring Green Tourist
Behaviour Promotion through Social Media
Shruti Gulati1
1
PhD Scholar, Department of Commerce,
Delhi School of Economics, University of Delhi.
E-mail Id: [email protected]
Abstract
Social media is one of the most powerful inventions of today’s time and
era. It has the ability to transform consumer’s behaviours and attitude
towards a healthier, sustainable and an overall better economy.
Sustainability is the need of the hour, since resources are scarce which
makes them precious and require a rational usage. Green tourist
behaviour is a move which is welcomed globally and has several
international organisations promoting and backing the revolutionary
movement. An attempt has been made to study if social media which has
successfully become a part of everyone’s life, can rather help in inducing
the much-needed cultural change and an awakening towards
sustainability. Thus, taking basis of the Social Impact theory and AIDA
model, a conceptual framework has been proposed and empirically tested
on Indian tourist using PLS SEM in this exploratory study of the tourist
behaviour.
Keywords: Sustainability, tourist, user generated content (UGC),
destination, promotion, PLS-SEM.
Introduction
“We are living on this planet as if we had another one to go to.”
-Terry Swearingen
Very often we hear about global warming and the rising temperatures, the
depleting forests and the wildfires, natural calamities and disastrous mis-
happenings the roots of which is the ignorance of ‘sustainability’.
Sustainability is dire need in today’s time. The awakening for it is
inexistent or unknown is still a question to ponder deep over considering
how conveniently it is turned a blind eye to. In the era of social media,
there is an ease to inculcate any change through mass audiences and
minimal efforts. The relevance of social media advertising in tourism has
been previously been noted due to the ‘information intensive’ nature of the
industry, thus social media promotion helps in information dissemination
to tourists. (Hays et al., 2011)
While many studies have studied the impact of social media on tourist
behaviour such as Milano et al. (2011), Peasonen (2011), Hays (2013),
very few studies have studied the impact of social media on sustainable
tourism. This study seeks to fill this gap by proposing a conceptual
framework on how social media can be used to promote green tourist
behaviour and later empirically testing the impact of social media
promotion in generating sustainable demand.
This study aims to answer the following research questions:
What is green tourist behaviour?
Can social media be used for promoting green tourist behaviour?
Theoretical Background
Environmental Sustainability
UNEP and UNWTO (2005) have defined environmental sustainability as
“Make optimal use of environmental resources that constitute a key
element in tourism development, maintaining essential ecological
processes and helping to conserve natural heritage and biodiversity.”
Tourism
"Tourism comprises the activities of persons traveling to and staying in
places outside their usual environment for not more than one consecutive
year for leisure, business and other purposes." (UNWTO, 2017).
Sustainable Tourism
World tourism organisation has defined sustainable tourism as ‘‘tourism
that meets the needs of present tourists and host regions while protecting
and enhancing opportunities for the future’’ (WTO, 2000). Sustainability
is considered as the principle for economic development the essence of
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which is that it does not trade off human and ecological advancement.
Ideas such as futurity, equity and holism have found their space in the
sustainability concepts. (Pekkola et al., 2000)
Green Tourist Behaviour
Green tourist is a person who is travelling outside his place of residence
for travel or leisure or business but has concern for the environment and its
resources. Two prominent studies have been a breakthrough for
understanding the Green Tourist Behaviour i.e. Swarbrooke and Horner’s
(2007) and Miller’s (2003) where the propounded that Green behaviour
can be determined by three major factors i.e. information obtained from
various media channels and pressure groups, the disposable income and
employment. Social media tends to focus on the information aspect. The
areas of concern of a green tourist are shown in figure 1.
Social Media
Social media can be defined as “a group of Internet-based applications that
allow the creation and exchange of User Generated Content” (Kaplan &
Haenlein, 2010). Social media is a common platform for common people
with common interests, where people interact on without constraints of
time and place (Weber, 2009).
“Social media is the media people use to be social.”
-Safko (2010)
Social media marketing refers to the process that allows and empowers
firms and individuals to promote their products and services through social
media channels and reach mass audiences and thus tap communities that
may not be reached through traditional media channels (Weinberg, 2009)
Research Methodology
A sample of 250 Indian tourists was collected through a self constructed
questionnaire. All the variables were measured using a 5-point Likert scale
where 1 meant “strongly disagree” and 5 meant “strongly agree”. The
questions were self-constructed through an in-depth literature analysis and
thus taking into account research gaps of the existing literature. PLS-SEM
Path Modelling using Path coefficients has been used to test the
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Proposed Model
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To check the model fit, the predictive power is checked in PLS SEM and
values above the value of 0 are considered relevant for a new or just
discovered model (Hair et al., 2017; Chin 2010). R2 values indicate that the
endogenous latent constructs can predict moderately the exogenous
variables. The blindfolding Q2 show are above 0, hence endogenous latent
constructs can significantly and moderately predict the exogenous
variables (Chin, 2010).
Table 2.Predictive relevance
R2 Q2
Connect 0.38 0.102
Sustainable Demand 0.342 0.212
Discussion
While the concern for Sustainability has been a talked about area since
1980s (WCED), the advent of social media in marketing mix is fairly new.
The empirical results show that an Indian tourist gains awareness about
sustainable tourism through social media promotion activities and may
eventually demand sustainable tourism product and thus indulge in green
tourist behaviour. It is due to the transparency that media has now attained
through social media channels that prompts this sustainably aware
behaviour where questions can be asked and doubts clarified (Carter and
Rogers, 2008). At the same it can be seen that as much as social media
channels connect people, promotion activities may not actually help the
same. Only social platforms such as PlanetA can actually help through
collaborations etc. for promotion and demand generation. In tandem with
previous research, media dependency indeed positively affects purchase
intentions (Bigné-Alcañiz et al., 2008; Patwardhan & Yang, 2003). Social
media has indeed been instrumental in information dissemination which is
a vital aspect of adoption of green tourist behaviour and thus in lines with
the revolutionary studies by Swarbrooke and Horner’s (2007) and Miller’s
(2003). The conceptual framework proposed which is on lines of AIDA
model thus can be said to be effectively making a mark on tourists in terms
of building a connection and thus motivating them towards a sustainable
demand, this is in lines with previous studies indicating that consumer
behaviour about sustainability is shaped through internet when companies
share their sustainability initiatives (Thurau & Walsh, 2003; Men & Tsai,
2012; Reilly & Weirup, 2010).
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Abstract
The growth of ecologically favorable consumer behavior is increasing due
to the present environmental degradation. The focus of consumers has
shifted towards environmental protection. Hence the in-depth study on
green purchasing behavior and their attitude towards green products is of
crucial importance today. This study aims to investigate the role of
consumer behavior towards green products ecotourism. It also aims to
determine the examine the significance of awareness level of on consumer
buying behavior. It was hypothesized that there is a significant relation
between perception level and consumer buying behavior. An exploratory
survey was conducted through physical and online survey to determine
what eco-tourists feel while looking for eco products to buy. Results
revealed that participants significantly experience dissatisfaction while
buying eco-products in select destinations as it was felt that there exists
eco-selling without much emphasis on the ethics behind green marketing.
This study provided information on the importance of incorporating
ecological attributes to the design of consumer products. As of now, not all
companies offer eco-friendly products because it is not known if
consumers are willing to pay more for the “environment friendly”
attribute. This study hopes to shift the paradigm of companies as it will try
to establish the functional attributes along with product attributes related
to the environment. If an ethic based orientation can be managed, then
conservation and ecotourism can be sustainable as well as compatible in
nature.
Keywords: Consumer behaviour, Green products, Ecotourism, Eco-sell,
Sustainability.
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Introduction
Sustainability issues, green brands, and environmental consciousness are
on the rise in emerging economies. Government and consumers are
becoming conscious of environment related problems. In the past few
years ecotourism has become a trending word to sell a variety of products.
In some ways this resembles the tendency of manufacturers to label
numerous products as green or eco- friendly. There has been an increase in
the environmental awareness of consumers, which has also resulted in the
rise in demand for green products. This an observation which many
companies have taken advantage of by producing green products and
services (Chan,1999 ;Ottman 1992;Peattie & Ratnayaka 1992 ; Salzman
1991; Vandermerwe & Oliff ,1990) The concept of green products is
becoming more popular with the aspect of cosmetic and food items.
Marketers are keen to sell organic products with increasing awareness of
issues such as the environment, naturopathy, and the green world (Rana,
2012). Recently, studies on consumers’ environment-friendly behavior and
attitudes towards green products have gained prominence in emerging
economies. However the problem is that consumers do not know what
they are getting, nor its impact on the environment, and do not know how
the product differed from others, if, indeed, there was any difference.
There is no question that green sells. Green products are considered to be
more attractive in today’s market ( Juwaheer, Pudaruth and Noyaux 2012).
It is estimated at over $200 billion in 2006 (Gupta & Ogden 2009). There
are many studies that have discussed the role of personal and social factors
on green buying behavior (Khare, 2015). Green products can be stated as
having less of an impact on the environment and are less damaging to
human health than conventional products, and hence are also called
sustainable or environmentally friendly products. This reduces the usage
of conventional products. Conventional products are manufactured
conventionally. Knowledge and awareness about green products play a
very vital role in enabling the customers to use them. But this awareness
and knowledge do not exist holistically throughout all the spheres of the
society, thus restricting the usage of the green products.
Over the last decade, consumer consumption of goods and services has
increased tremendously across the world, leading to the depletion of
natural resources and severe damage to the environment (Rahman, 2015).
J. Polonsky (1994) defines green marketing as the activities designed to
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about the aim of this research and that the results can be shown to
interested parties. Ethical standards were greatly observed in this study.
Discussion
The results revealed that the majority of respondents have an average level
of awareness about green products in select destinations of Assam. Some
of the respondents were aware of green products whereas the majority of
middle-aged respondents have a significantly low level of awareness about
green products. It was found that the majority of respondents believe that
deterioration of the environment is a serious issue and green products can
contribute to saving the environment. The majority of respondents
supported the offered green products must be priced at low rates .
Consumers prefer green products over non-green products but due to the
high price of the products, some find it difficult to cope up with their
needs.
It was found that there is no significant relation between attitude towards
green products and the buying behavior of the consumers which depicts
that attitude does not play an important role in influencing the buying
behavior. Consumers tend to buy products that are favorable and fulfill
their needs.
As we can observe that the p-value (.000) is less than the alpha value
(0.05). It was inferred that there is a significant relation between awareness
level about green products and consumer buying behavior . However, It
was seen that most products are mostly unrelated to ecotourism, still the
green label is used to sell them. People with less awareness level about the
true nature of green products were often misguided through eco-selling.
Suggestions
Marketers need to attain comprehensive knowledge about issues
related to green products and how consumers perceive it. Most of the
consumers are not well aware of the green products and marketers
must promote their products with more emphasis on the ethics,
according to consumer needs and need to frame proper policies and
strategies related to segmentation and positioning. It is suggested that
marketers should identify the demographic variables that acts as key
factors which shape the green consumer profile.
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This will in turn increase trust, demand for, and satisfaction for the
products among the consumers. Further, it will also conserve the resources
on which the products are based , which in turn will raise the sustainability
of both the resource base and in general, the ecotourism industry. The
influence of affective variables such as specific emotions (guilt,
generativity) and role of promotion advertising was not studied in this
research and future research may explore these variables. Future studies
require to cater to the role of various other variables like trust, values,
indulgence which might act as moderators or mediators to the basic
constructs of green marketing and ethical consumerism.
References
1. Agyeman, C. M. (2014). Consumers' buying behavior towards green
products: An exploratory study. International Journal of Management
Research and Business Strategy, 3(1), 189-197.
2. Barman, A. (2008). Consumers’ Willingness to be Environmentally
Friendly (CWEF). International Journal of Management Science, 4(1),
51-65.
3. Bukhari, S. S. (2011). Green Marketing and its impact on consumer
behavior. European Journal of Business and Management, 3(4), 375-
383.
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Abstract
Green brands are increasingly becoming popular in India as an effective
alternative to those brands that consume more energy and exhaust more
natural resources. Yet, limited attention has been given to understand why
users of green products associate themselves with green brands in India.
The current study thus, endeavours to probe into the perceptions and
attitudinal dimensions of respondents dwelling in various metro cities
towards the personality of by several green brands. Consequently, it aims
to examine whether such personality dimensions have any significant
impact on the purchase intentions of consumers towards such brands, and
whether it affects active customer engagement and generates customer
loyalty in the long haul. Consumers tend to perceive green brands in a
manner that bears a robust relationship with ecological preservation as
well as sustainable business undertakings. To this end, a sample of 341
participants from India were interviewed, to offer their views with regard
to their purchase intentions, engagement levels as well as loyalty levels
towards green product offerings. The study revealed that all the three
hypotheses, namely the impact of green brand personality dimensions on
consumer purchase intentions, active customer engagement and consumer
loyalty, have been validated through the path analysis conducted as part
of the structural equation modelling procedure. It can be concluded that
the dimensions of brand personality have a significant impact on
consumer purchase intentions, active customer engagement as well as
customer loyalty. The study proffers pertinent implications for brand
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purchase them (Barbarossa and Pelsmacker 2016; Joshi and Rahman 2015;
Hojnik, Ruzzier, and Ruzzier 2019). In recent times, ‘green' has emerged
as the buzzword, especially among the younger populace, as the majority
of the people dwelling in nations such as India, Brazil, China, France, the
UK, and the US have testified (Saxena and Khandelwal 2010).
Academic research on pro-ecological consumerism dates back to the early-
1970s (Kirmani and Naved Khan 2016; Dursun et al. 2016). Subsequently,
this domain has witnessed phenomenal academic inquest by both
marketing practitioners as well as academicians, with specific emphasis on
the impact of marketing activities on the promotion of eco-friendly and
green products and services (Valecha, Mathur, and Khanna 2018;
Hartmann and Apaolaza-Ibáñez 2012; Dursun et al. 2016). This surge in
consumer as well as organizational cognizance of green marketing
attributes has been spurred by the rapid depletion of non-renewable energy
resources in current times across the world, along with the germination of
contaminants (Ogiemwonyi et al. 2020; Goh and Balaji 2016). In a study
by Orzan et al. (2018), it was observed that the likelihood of ecologically
conscientious consumers to prefer or procure green brands were higher for
those products whose production process was more eco-friendly.
Conceptual Framework
Brand personality, as shown in Figure 1, is a five-dimensional, twelve-
item construct. The goal is to determine whether the personality items of
green brands have any positive influence on consumer purchase intentions
(Hypothesis 1), active customer engagement (Hypothesis 2) and customer
loyalty (Hypothesis 3). They have been discussed below:
Hypothesis 1: There exists a significant relationship between the
dimensions of brand personality and consumer purchase intention of
green brands
Hypothesis 2: There exists a significant relationship between the
dimensions of brand personality and active customer engagement
towards green brands
Hypothesis 3: There exists a significant relationship between the
dimensions of brand personality and consumer loyalty towards green
brands
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Research Instruments
The twelve items are “down-to-earth”, “stable”, “responsible”, “active”,
“dynamic”, “innovative”, “aggressive”, “bold”, “ordinary”, “simple”,
“romantic” and “sentimental”. Similarly, consumer purchase intentions
refer to their purposes to procure green brands, products, and services. To
this end, the scale developed by Al-shaaban & Nguyen (2014) was used
along with specific items from the scale advanced by Morwitz (2014), and
Curvelo et al. (2019) was used. However, items in the scale had been
reoriented to suit the context of green brands as evident in the current
study. To measure active customer engagement, the study has adopted the
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ACE3 0.930
ACE4 0.879
ACE5 0.827
ACE6 0.924
Customer Loyalty (CL) CL1 0.839 0.727 0.914
CL2 0.849
CL3 0.819
CL4 0.902
Source: Compilations based on Field Data Collection by authors
All three conditions for convergent validity were fulfilled by the above
measurement frameworks (Hair et al. 2006; 2010). Thereafter, the
divergent validity of the aforementioned constructs has been calculated
using the square root of AVE and the correlation coefficient matrix. The
divergent validity is used to test whether or not the construct is truly
distinct from another theoretical construct. The results of the divergent
analysis are demonstrated in Table 5.
Table 5.Divergent Validity
Construct Inter-construct Correlations
BPI CPI ACE CL
BPI 0.974
CPI 0.935 0.981
ACE 0.962 0.940 0.988
CL 0.884 0.917 0.892 0.962
Source: Compilations based on Field Data Collection by authors
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The above path validation diagram reflects the ensuing path coefficients of
the hypothesized research model. All of the three hypotheses were
supported by the data entered into the model. Three endogenous variables
were tested in the model and the results revealed that brand personality as
a construct significantly influenced consumer purchase intention (β= 0.73;
p<0.05), thereby supporting hypothesis H1. Brand personality was also
found to be significant in positively influencing active customer
engagement (β= 0.68; p<0.05), supporting hypothesis H2 and finally
customer loyalty as well (β= 0.59; p<0.05), thereby supporting hypothesis
H3. A summary of the hypotheses testing results obtained from the path
analysis is displayed in Table 7.
Table 7.Validation of Path Analysis Results
Hypotheses Path Coefficient Direction Results
H1 BP CPI 0.179 Positive Supported
H2 BP ACE 0.388 Positive Supported
H3 BP CL 0.593 Positive Supported
Source: Compilations based on Field Data Collection by authors
The above table reveals that all the hypotheses have been validated
through the path analysis conducted as part of the SEM procedure. They
have all been validated and it can be concluded that the dimensions of
brand personality have a significant impact on consumer purchase
intentions, active customer engagement as well as customer loyalty.
Discussion
The current study has been an attempt to assess the impact of consumer
perceptions of green brand personality on purchase intentions, active
customer engagement, and customer loyalty towards such brands. The
results derived to support the hypothesized model. Specifically, the SEM
technique generated an acceptance of hypothesis 1, where it was observed
that consumer perceptions of the personality of green brands have a
significant impact on the purchase intentions of such consumers. It must
be noted that brand personality happens to be a key component of brand
identity, which aids in fostering valued brand equity (Su and Tong 2015).
In recent times, brand personality has evolved as one of the most relevant
aspects in marketing, because consumers tend to make purchase decisions
based on their perceptions of brands as opposed to the fundamental traits
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purchase green brands mostly from their neighbors and friends as well as
acquaintances. This indicates that word-of-mouth plays a key role in
positioning such green brands in a relevant manner. Green brands tend to
have a down-to-earth personality, coupled with dominant stable and
sentimental attributes. Together, this implies that such brands have a high
assurance factor associated with them. Such assurance implies that green
brands provide a form of sustenance and emotional backing to the target
consumers, thereby enabling them to not only sustain a judicious standard
of living but also help them develop a sense of protection for their
immediate environment, which in turn, defends them from the incidence of
any contingency. In the context of the current study, green brands have
also been found to be proficient in that the participants of the study had
developed a significant amount of reliance, belief, and endurance in a
specific green brand’s personality traits. While all consumers are equally
accountable for looking after the environment and maintaining its
threatened resources, power- and energy-hungry corporates should be
careful enough to ensure that they strictly abide by the environmental
norms.
The findings of the current study proffer valuable implications for the
manufacturers and consumers of green brands, and it posits that the
purchase behavior concerning green brands shall continue to remain an
important area of the academic inquest in the future. Green brands should
stress upon their colossal role in nurturing a green business milieu,
especially to their target consumers. To achieve this, marketers of green
brands should focus on developing exemplary green brand personalities to
fortify the green brand awareness and cognition of present and prospective
customers. This would help distinguish the paybacks of purchasing green
brands, as opposed to their traditional counterparts. Purchase intentions
can only be formed when the personality of the green brand personality is
consistent with the perceptions of consumers. Active customer
engagement is required in this context to facilitate this development. This
is accomplished when the manufacturers of green brands unswervingly
position, promote, and communicate their green product offerings
employing conventional and contemporary media such as digital, to boost
the positioning of green brands, along with developing favorable
dispositions and awareness levels among specific customer groups.
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Abstract
The Internet and digitalisation have changed the way consumers make
choices and have impacted on how businesses effectively monitor and
manage their brand. As eWOM travels fast there is need for managing
eWOM during online shopping as it can result into reputation building of
the brand. Companies need to take advantage of both the positive and
negative impacts of eWOM and adopt better eWOM strategies to enhance
their brand reputation. Research to date has indicated that eWOM can
influence customers’ purchase behaviours and hotel performance, but the
management of the process in marketing is still vague.
The study is conducted to gain insights about the strategies adopted by
managers to manage eWOM online. The manager’s response to the
customer’s reviews during online shopping is studied. The study aims to
fill the theoretical gap and build on the theories around branding and
management issues in relation to eWOM.
The study suggests that successful eWOM management can help
businesses to achieve a competitive advantage. The study also depicts
strategies to control and monitor the eWOM online.
Keywords: Ewom Management, Manager Response, Online Shopping,
Brand Reputation.
Introduction
A new generation of online tools, applications and approaches, such as
blogs, social networking sites, online communities and customer review
sites, commonly referred to as Web 2.0(Constantinides & Fountain, 2008)
have transformed the internet from a “broadcasting” medium to an
interactive” one allowing the wide technology-mediated social
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Discussion-Literature Review
eWOM
Globally, 61% online shoppers give importance to the electronic word of
mouth (eWOM) before making a purchase decision (Charlton 2015). In
India, eWOM is considered as a key driver that aids people in making an
online purchase as 20-50% of online sales are influenced by eWOM
(Marketingbuzzar 2015). Hence, marketers should find the right customer
segment and analyze online behaviour before launching any eWOM
campaign to engage those customers.
The internet has become a platform facilitating the “social” customer
electronic word of mouth (eWOM) and a major source of customer
information and empowerment (Constantinides & Fountain, 2008).A
fundamental element of the social eWOM is the Customer Generated
Content or CGC (Huang & Benyoucef, 2012). Through CGC individuals
share opinions and experiences on companies, brands, products or services
and create large-scale word of mouth networks. These way consumers can
make their personal opinions easily accessible to global communities or
individual peers who use the information as an extra factor supporting
their purchasing decisions (Dellarocas, 2003). Free and easy access to such
information has weakened the power of marketing communication;
Information provided by online peers’ influences customer perceptions,
preferences and decisions much more than information provided by
companies (Constantinides & Fountain, 2008).
The eWOM networks reach larger audiences and building on internet’s
low costs and multiple communication capabilities (Dellarocas, 2003).
Control of marketers and companies on communication channels and
messages migrates to consumers who become critical, more assertive and
powerful, taking over control of the information they obtain about
products, brands and companies. Consumers become co-creators of value
as direct stakeholders (Burtona & Khammash, 2010). The information in
consumer reviews is widely considered as more reliable than marketer-
sponsored information (Bickart & Schindler, 2001; Hung & Li, 2007; Ho-
Dac, Carson, & Moore, 2013). The changing nature of customer influence
presents businesses with risks as well as opportunities (Henning-Thurau,
Walsh, 2003). In order to mitigate threats on revenue or reputation,
companies are forced to develop monitoring capabilities and quick
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maintain their firm’s brands and products (Wilson et al., 2017). Businesses
could develop online review management strategies that plan, manage, and
leverage eWOM communication (Gvili & Levy, 2016). With the increased
importance of online reviews for service industries such as hotels,
managers are starting to pay more attention to eWOM feedback. For
example, the Director of Communications at Shangri-La Hotel Singapore
indicated the increasing importance of eWOM management and stated that
“today with savvy customers on the rise, online reviews are already a part
of marketing for most businesses” (Hew, 2017).Recent studies have found
that managerial responses can lead to better star ratings in the TripAdvisor
ratings and can have an impact on the volume of subsequent consumers
(Xie et al., 2016). Moreover, a managerial response can moderate the
influence of ratings and the volume of consumer eWOM on hotel
performance (Xie et al., 2016). However, these studies have only indicated
that hotel managers have generally responded more often to their guest’s
comments on third-party websites, for example, TripAdvisor. It has also
been found that hotel managers also respond more often to positive
reviews rather than negative reviews (Kwok & Xie, 2016; Xie et al.,
2016). Some studies indicated that overall, responses to eWOM ratings are
still relatively low (Lee & Blum, 2015), highlighting how, when or what
hotel managers should address in handling or responding to eWOM. There
is need for on-going evaluations of the eWOM management process as
technology continues to evolve.
Thus the conceptual framework is developed for the study.
Conclusion
The study centres on the managerial response and strategies adopted by the
managers in the management of eWOM during online shopping. The study
more generally contributes to the knowledge of marketers by providing
insights into the eWOM management and strategies adopted.
The study depicts that there is the requirement of the eWOM management
during online shopping. The study suggests strategies for managing
eWOM online. The study thus provides details about the eWOM
management.
References
1. Efthymios Constantinides.(2016). Impact of Online Product Reviews
on Purchasing Decisions. 12th International Conference on Web
Information Systems and Technologies, 20(1).
2. Xie, K. L., Zhang, Z., Zhang, Z., Singh, A., & Lee, S. K. (2016).
Effects of managerial response on consumer eWOM and hotel
performance. International Journal of Contemporary Hospitality
Management, 28(9), 2013-2034. doi:10.1108/ijchm-06-2015-0290.
3. Rosa M. Hern, ez-Maestro.(2020).Management response to eWOMin
rural lodging establishments.https://www.emerald.com/insight/
content/doi/10.1108/SJME-11-2019-0093/full/html.
4. Victoria Browning, Kevin Kam Fung So, Beverley Anne Sparks.
(2013). The Influence of Online Reviews on Consumers' Attributions
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5. Barbara A. Bickart.(2002). Internet forums as influential sources of
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6. Dr. Kerry T. Manis, Dr. Yang Wang, Dr. Alexander Chaudhry.(2020).
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2020/05/5-principles-for-responding-to-customer-reviews.
7. Nina Isabel Holleschovsky, Efthymios Constantinides. (2017). Impact
of online product reviews on purchasing decisions.
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2004). Management Science, Vol. 54, No. 3, pp. 477-491, 2008.
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MINISO (Japan) Marketing Strategy
Nasif Ahmed1
1
IMBA, Department of Business Administration,
University of International Business and Economics.
E-mail Id: [email protected]
Abstract
In the past two years, famous products have become popular in major
cities in China. In areas where there is a lot of people, such as pedestrian
streets or large shopping malls, "leisure products" and other Japanese
leisure brands will become your eyes. From the perspective of strategic
management, based on the blue ocean strategy, the popular well-known
brand-excellent brand marketing strategy has been analyzed and
researched. With the decline of the traditional physical retail industry and
the popularity of online retail, this article analyzes and researches the
marketing strategy of one of the most popular brands in the world-famous
products. The world-renowned products opened 1,600 stores in more than
two years, of which 1,400 were domestically, and were once popular in
major cities in the country. From the perspective of marketing mix
strategy, the secret to the success of famous and high-quality products is
analyzed.
Keywords: Strategy, Famous products, Sales channels, Marketing mix
Strategy.
Introduction
MINISO is an internationally renowned leisure emporium brand and a
sequence management enterprise. it absolutely was founded by Japanese
designer Miyake Junta and Chinese young entrepreneur Ye Guo Fu in
Tokyo, Japan. He wants to be the chief designer. Mr. Guo Fu follows the
"simple, natural, high-quality" business philosophy and also the "return to
nature" brand plan, and MINISO has always focused on aesthetic daily
necessities. looking forward to the fundamental ethics of wonderful
product design, high cost performance and comfy shopping experience,
MINISO has attracted the eye of consumers by setting personalized
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Objectives
1) To educate people about the real state of MINISO.
2) To promote MINISO’s design philosophy.
3) To advocate a relaxed and fashionable lifestyle and directs a superior
product consumption pattern.
Unique Market Entry Strategies
Compared with the traditional retail industry, MINISO has designed a
novel product style called "MINISO Style" with low price, high quality
and interesting appearance, which can meet the needs of today's
customers. MINISO is a business model called "Three Highs and Three
Lows". Three lows refer to low prices based on low costs and low profits,
while three highs refer to higher efficiency, higher technology and higher
quality. In order to maintain its price advantage, MINISO adopts a batch
quotation system to improve the bargaining power of large-scale
purchases. MINISO does not involve traditional retail that includes large-
scale intermediate channels, while MINISO is committed to customizing
acquisitions, which ultimately prevents suppliers from determining the
final product pricing. After the goods enter the warehouse, they will be
cleared in time according to the process to ensure that new goods arrive at
the store every 7 days. In addition, the gross profit margin should be
controlled. The company’s gross profit margin is controlled at around 8%,
while the gross profit of the store is controlled below 38% to ensure a truly
low price. MINISO has joined hands with the world's leading trading
suppliers and formed a global design team operated by Miyake Junya.
They adhere to the concept of returning to nature, comfort, purity and
happiness. With the help of extensive market research, we are defining
specific features and advantages that are valued by target market segments.
MINISO's marketing strategy is constructed on the placement of product
difference. The main target customers of MINISO are housing
manufacturers who require unique style products and services.
Marketing Communication Strategy
We position MINISO as a "fast fashion designer" brand in Japan because
they are creative and famous for their fashionable and special products,
high-quality products, and give priority to the health and safety of products
and materials. Their products are famous because they combine fashion
and leisure. Our marketing focus will be on brand awareness in Japan and
globally.
To create a Buzz, please do the following: Run a user-initiated photo
contest on the MINISO social media account and website to make more
people aware of it. Pull approaches to attract, retain and stimulate
customers: use advertising and mass media advancements, word of mouth,
customer affiliation management, and promotions and discounts.
Miniso Intensive Management
From the product packaging design and price, the products sold here are
full of brand characteristics, which completely makes the brand's "three
highs and three lows" business philosophy tense. The interior decoration
style of the store is unique, modest and fashionable, and emphasizes the
MINISO awareness. Store sellers and helpers tend to generate images of
high-end shopping environments.
Miniso Product Design Strategy
Therefore, we pursue a simple and natural life philosophy, design and
manufacture high-quality products at honest prices, while taking into
account the earth's resources, environment, recycling and other issues, so
as to truly return to the nature of nature and products.
MINISO is not only a brand that provides quality products, but also a way
of life. It does not pay attention to so-called trends. MINISO does not like
popular brands and increases their brand value by raising prices. On the
contrary, MINISO insisted on the consumer's point of view when
developing products, that is, return to the essence and return to nature.
MINISO provides various products at reasonable prices to extend the life
of customers. It provides direction for naturalness and simplicity in
consumers' lives.
The design of the MINISO logo is related to the image of the shopping
bag. It is simple and stylish. While perfectly showing the characteristics
of industry, it also emphasizes the concept of consumption, which is
highly recognizable and unforgettable.
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Brand Analysis
The Threat of Substitute Products
MINISO established a product center, responsible for the research and
development of all products. MINISO has 200 professional employees
who travel the world and go to all fashion cities to discover the most
promising trend-setting products and ideas. In the past, before paying
attention to the needs of target consumers and MINISO's delivery
capabilities, they put forward new product development suggestions. After
receiving the suggestion, we will determine its feasibility based on our
database. After the proposal is approved, it will be delivered to Miyake
and its international design team for design work. MINISO contains the
simple, unique, pure and simple features of Northern Europe and Japan.
This is the reason for establishing the unity of our product design.
Rivalry Among Competing Firms
When MINISO enters a new country, the company first conducts extensive
market research to understand local policies, laws and regulations, culture
and traditions. After entering the market, they will also make appropriate
adjustments in various aspects, for example, the products will change
according to local needs. However, they will never change our service
goals and location selection principles. Changes in consumption patterns
will not lead to changes in consumer demand. Customer needs always
exist, and consumers will never get tired of shopping in stores. When they
truly realize our dream of providing high-quality, low-cost products and
providing consumers with a relaxing shopping experience, they will
welcome our store. The main competitors of MINISO are DCM Holdings,
Izumiya and Chie Imai.
The threat of New Entrants
MINISO, the truth behind the global brand. China is hailed as a country of
blatant reproduction and questionable quality. Although things are slowly
changing. If you are in mainland China, please check Mo Bikes, a smart
bike-sharing system. It is very innovative and a model of Chinese
innovation. But these innovations are unacceptable in the traditional
market. After all, the Chinese do not even want to buy Chinese goods.
Let's take a look at the Japanese brand MINISO, which is Chinese. Their
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logo is similar to that of Uniqlo. Use a simple red box and sans-serif text.
However, MINISO added a small handle to make it look like a bag.
Rivalry Among Competing Firms
When MINISO enters a new country, the company first conducts extensive
market research to understand local policies, laws and regulations, culture
and traditions. After entering the market, they will also make appropriate
adjustments in various aspects, for example, products will vary according
to local needs. However, they will never change our service goals and
location selection principles. Changes in consumption patterns will not
lead to changes in consumer demand. Customer needs always exist, and
consumers will never get tired of shopping in stores. When they truly
realize our dream of providing high-quality, low-cost products and provide
consumers with a relaxing shopping experience, they will welcome our
store. The main competitors of MINISO are DCM Holdings, Izumiya and
Chie Imai.
Bargaining power of suppliers and Buyer
MINISO conducts global procurement wholeheartedly welcomes the
world's first-class import and export suppliers and manufacturers. MINISO
chain stores are located in large shopping malls, commercial streets and
popular leisure pedestrian shopping areas.
Therefore, we provide a product line for department stores. MINISO has
about 50,000 products, and about 500-1000 new products emerge every
month. It has been committed to the development of attractive products,
and to bring surprises and desires to consumers, thus becoming a casual
and popular brand.
Conclusion
Based on the comprehensive analysis of MINISO's marketing
environment and marketing strategy, the problems in MINISO's
marketing are analyzed. First, through the analysis of the marketing
environment, MINISO's industrial environment and consumer behavior
are analyzed. Then, from the perspective of marketing, it pointed out the
marketing problems currently faced by MINISO and proposed reasonable
countermeasures to evaluate the potential and missing factors of
MINISO's market development. First, homogenize the MINISO product,
which can be found in the paper. When innovating and improving new
products. MINISO’s marketing model is single and needs to be
increased. Added MINISO diversified marketing model. The
management system is not sound; the company should standardize
management. The product channels are unreasonable, and reasonable
distribution channels should be designed so that the products can bring
the greatest benefits to consumers. In addition, MINISO's success also
benefits from its successful marketing mix strategies, such as enhancing
market competitiveness, expanding the market scope and improving
economic efficiency.
References
1. Zhou Yu Quan, editor in chief of Zhang Ji xiao. Marketing. Beijing:
Tsinghua University Press, 2007.
2. Zhu Yue ling, relationship marketing strategy based on customer
trust. China Trade. Issue 16, 2010.
3. Kotler (United States), Keller (United States). Marketing
management. Shanghai: Shanghai people's Publishing House, 2009 /
11 / 01.
4. Zhou Wen gen, Xiao Jian ling. Channel development and
management. Beijing. Renmin University of China, 013 / 05 / 01.
5. Li Guo Qiang. Market Research and Market Analysis [M]. Beijing:
Renmin University Press of China 2005 / 79 / 86.
6. Zhu Fang ming. Brand promotion [M]. Beijing: China Economic
Press, 2010.
7. Old smile. Miniso taught a vivid lesson for physical stores. Sales and
Marketing [J1.2015, (33).
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39
Consumer Perception towards Digital
Payment Applications in Coimbatore City
Mrs. R. Naveena1, Dr. V. Mathan Kumar1
1
Assistant Professor, Department of Commerce, Karpagam Academy of
Higher Education, Coimbatore- 641021, Tamil Nadu, India.
Abstract
India is developing country and the technology is taking world to next
generation. In developing technology there is a huge way to gain the
information. In this world of technology, the sectors are growing faster.
There are some sectors has digitalized all the way banking sector has
develop in payment system. The e-commerce makes a new change in
payment system like banking cards, UPI, mobile wallet, internet banking,
mobile banking, BHIM app. The above said payment system more at UPI
Unified Payment Inference (UPI) is interacted with Reserve Bank of India,
launched in the year 2016 and linked with 142 banks. Virtual Payment
Interface (VPI), Mobile number, Account number & IFSC code, Aadhaar
number, QR code are methods of UPI and process are bank to bank;
social media to social media and it is real-time payment system in the
world. Digital Payment Application is financial or banking transaction of
money from one person to other person on online payment and it makes
great changes in India. In order to identify the Consumer Perception
towards Digital Payment Applications in Coimbatore city present study
have been carried out.
Introduction
Factor of digital payment growing merchants accepting digital payment
mode in short time of life, demonetization in digital payment application,
government policies on cashless economy in future growth, the major
factor is ease of use in digital payment application, smart phone uses is
increases in internet world, the transaction has regulatory support of
application and the improvement in the technology is important factor in
digital payment application. The digital payment application is uses in
micro, small, medium enterprises.
The mostly used applications are Paytm, Google pay, Amazon pay, Free
charge and PhonePe. The level of uses on digital payment is increasing in
daily life of payment. The digital payment is the one of the solutions for
the card less and cashless economy. The application gets details about
bank, branch, contact number, etc. The information has been secured with
software and details only share at the time of transaction like name,
amount and contact number it only shows to the receiver of the money.
The digital payment application has updated that they launch QR code for
the individual enterprises one scanning the code the sender sends the
money to the enterprises account without getting any information about
the banks, name and contact number. The enterprises started their business
without any credit facility.
The MSMs enterprises comes with new way of earning the money with the
consumers it helps many consumers to pay the money without cash in
hands. The major change occurs only the system is get changing ever time
the new things. The enterprises gain many things through the digital
payment application like bill their product, rewards and any time
transaction. The enterprises get digitalized in the year 2019 and digital
payment application introduce the location of the best enterprises the cam
register and make credit point for it. The enterprises are now uses the ease
way payment system as digital payment application.
Review of Literature
Dr. K. Kamatchi Eswaran (2019) conducted a study on “Consumer
Perception towards Digital Payment Mode with Special Reference to
Digital Wallets” and the study tendency on perception, preference and
satisfaction level of digital payment with 150 respondents. They found that
helped in adoption of digital payment and level of satisfaction more in
educated consumer.
Aleksandar Smolarezyk (2018) conducted a study on “Customer
satisfaction with mobile payment” with 164 respondents. The study
focused on consumer satisfaction and dissatisfaction of mobile payment
and satisfaction level of technology-based service. They found that
satisfaction ability to conduct payment quickly, easily and independent of
the possession of cash and cards. Dissatisfaction source is efficacy, safety,
and cross platform interoperability while designing their application.
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Methodology
Data
Data is collected through structured questionnaire.
Sampling
Convenience sampling method is adopted, data collected from 120
respondents residing in Coimbatore City.
Frame work of Analysis
Simple Percentage Analysis
Chi-square Test
Findings
Consumer Perception towards Digital Payment Applications- Socio
Demogrphic Profile
The Table 1 potrays the population engaged in use of digital payments.
Most of the respondents are from urban area (43.3), are male (63.3), are in
the age group of 18-24 years (84.2), are married (84.2), are post graduated
(45.8), are doing their own business (60.0). Their monthly income is up to
Rs.20000, Monthly Expenditure is between Rs.10000-15000 (36.7), know
about digital payment applications though friends(46.6), use of digital
application on monthly basis(35.8), their monthly spending on digital
application is between 501-1000(33.4), mode of payments through debit
cards(47.0), Experience towards use of digital applications between 13
months to 2 years (30.0) and majority of respondents use google pay
(58.4) digital application followed by phonepe (20.9) and paytm (12.5).
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occasions
Monthly spending on Less than 500 36 30.0
digital payments 501 to 1000 40 33.4
1001 to 2000 22 18.3
2001 to 3000 22 18.3
Mode of payment Debit cards 56 47.0
Credit cards 25 21.0
Mobile wallets 34 28.0
Others 5 4.0
Experience of digital Up to 3 months 20 16.6
payments Between 3 to 6 34 28.4
months
Between 7 to 12 18 15.0
months
Between 13 36 30.0
months to 2
years
Above 2 year 12 10.0
Digital Payment Phonepe 25 20.9
Applications Google pay 70 58.4
Paypal 2 1.6
BHIM 8 6.6
Paytm 15 12.5
Source: Primary Data
Consumer Perception towards Digital Payment Applications
Chi-square test is employed to find out the significant differences between
the observed distribution of data and the expected distribution.
Out of Eight independent variables selected for analysis, only two
variables are found to be significantly associated with consumers
perception namely, monthly income and monthly expenditure. Only
significant variables are elaborately discussed in the following paragraphs.
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PG 4 40 11 55
(7.3) (72.7) (20.0) (100.0)
Occupation
Public sector 0 1 0 1
(0.0) (100.0) (0.0) (100.0)
Private sector 5 23 7 35
(14.2) (41.8) (20.0) (100.0)
Student 1 7 4 12
(8.3) (58.4) (33.3) (100.0) 4.161
Business 8 54 10 72
(11.1) (79.1) (13.8) (100.0)
Monthly Income
Below-10000 11 19 1 31
(35.6) (61.2) (3.2) (100.0)
10000-15000 3 33 6 42
(7.1) (78.5) (14.4) (100.0) 14.019*
Above 20000 10 5 32 47
(21.2) (10.8) (68.0) (100.0)
Monthly Expenditure
Below-10000 5 30 5 40
(12.5) (75.0) (12.5) (100.0)
10000-15000 5 29 10 44
(11.4) (65.9) (22.7) (100.0) 18.331*
Above 20000 4 25 7 36
(11.1) (69.4) (19.5) (100.0)
Source: Primary Data
*Significant at one percent level
Monthly Income
The percentage of consumers with high level of perception is found high
among respondents whose monthly income is above Rs.20000 and the
percentage of consumers with low level of perception is found high among
respondents whose monthly income is below Rs.10000. There exist a
significant association between monthly income and level of perception
towards digital Payments. This indicates that Monthly income play a
significant role in acceptance of digital payments mode. Consumers with
high monthly income are more inclined to use the digital payments mode.
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Monthly Expenditure
The percentage of consumers with high level of perception is found high
among respondents whose monthly Expenditure ranges between Rs.10000
to Rs.15000 and the percentage of consumers with low level of perception
is found high among respondents whose monthly expenditure is above
Rs.20000. There exist a significant association between monthly
expenditure and level of perception towards digital Payments. This
indicates that Monthly Expenditure play a significant role in acceptance of
digital payments mode. Consumers with high Monthly Expenditure uses
the digital payments mode to pay their expenses.
Conclusion
The usage of digital payment applications day by day getting mor
familiarity in India with 44% increase after demonetarization in 2016. As
per RBI and National Payment Corporation of India, the cashless
transactions had been more intensive in familiar channels such as NEFT,
mobile Wallets, Mobile Banking, BHIM, UPI, etc. In recent days the
number of users has been increasing day by day with more number young
and adults, particularly the usage of digital payment applications by
students, employees and business persons. In overall the digital payment
application is most benefit to the users in terms of Quick payments,
avoiding to carry physical cash, save time, high secured payment, getting
discounts and rewards. Hence the posture of Indian citizens is shift which
is preference a excellent growth for cashless based economy. This will
include India towards more use of digital application mode payments.
References
1. K. Kamatchi Eswaran (2019) “consumer perception towards digital
payment mode with special reference to digital wallets” RESEARCH
EXPLORER-A Blind Review & Refereed Quarterly International
Journal ISSN: 2250-1940 (P) 2349-1647 (O), Volume 5, Issue 22
page no: 01-08.
2. Aleksandra Smolarczyk (2018) “Customer satisfaction with mobile
payments” thesis in Aalto University School of Business, page no: 2-
76.
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40
Role of Public Participation in
Social Innovation-A Study
Dr. Azmath Rukhsana1, Syed Bilal Irfan2
1
Assistant Professor, Dept of Commerce, BMS College for women, Bengaluru.
2
Assistant Professor, Dept of Management, HKBK Degree College, Bengaluru.
E-mail Id: [email protected], [email protected]
Abstract
Public participation is imperative for social innovation in any country.
The objective of any social innovation is to find out solutions that meet
social needs more effectively than those that already exist. In order to
develop solutions, it is first important to identify the challenges and
problems that need to be addressed. But often those driving an innovation
process are civil servants, public policy makers and non-profit leaders
who do not experience these problems and challenges first hand. Citizens
or the public themselves are best placed to articulate these challenges.
They have information about themselves that no government or
bureaucracy can ever have and so social innovators must recognise that
citizens or public are experts in their own lives and nobody else can better
understand the process. This paper highlights the need and importance of
public participation in social innovation, problems that need to be
addressed and the key areas for social innovation.
Keywords: Social innovation, public participation, innovation process.
Introduction
Both central and state Governments are facing societal challenges that are
acting as a brake on sustainable economic growth, leading to inequality
and instability in society, and how it affects upon the general well-being of
the society. Social innovation is a response to these challenges that offers
considerable new solutions, new methodologies and new conceptual
frameworks. “Social innovations are new solutions (products, services,
models, markets, processes etc.) that simultaneously meet a social need
(more effectively than existing solutions) and lead to new or improved
capabilities and relationships and better use of assets and resources. In
other words, social innovations are good for society and enhance society’s
capacity to act. ”Social innovation and its related fields (public services
innovation, social entrepreneurship, social enterprise, social investment,
design thinking) have generated much interest in recent years. Social
innovation as a self-defined field has emerged only within the last decade
or so but interest has spread quickly around the world. The existence of
social innovation is certainly not new, but social innovation as a self aware
field and a phenomenon recognized and taken seriously by policy makers
and public managers .Recently, Our world has created complex health
issues like the recent coronavirus pandemic which has affected the entire
world that require novel system solutions if we and our planet are to
survive and thrive.
Public Participation
Participation can be viewed as a continuum of interaction between
government and the public, ranging from informing and listening at one
end, to implementing jointly agreed solutions at the other; and in between
there is dialogue, debate and analysis. Public participation can be
described as a deliberative process by which interested or affected citizens,
civil society organisations, and government actors are involved in policy-
making before a political decision is taken. It is argued that a core
component of genuine participation is the possibility for involved
actors/stakeholders to change their mind, which enables people to come to
a shared understanding of issues and solutions instead of just exchanging
views.
One useful definition of public participation is provided by the
International Association for Public Participation. They examine the
different goals of public participation from the point of view of the state.
This is laid out as a spectrum of participation that moves from inform to
consult, to involve, to collaborate, to empower.
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and Restaurants Association where free meals are offered to all those who
couldn’t afford a meal across restaurants in the city.
The intention was to ensure that no one in Kozhikode goes hungry on
account of an empty or even lost wallet.
Langar Aid-A project by Khalsa Aid is providing food to individuals who
we know are in a vulnerable state and supply breakfast food items to
churches and other organisations that run breakfast clubs, these
include:Jesus Centre, Refuge Centre, God’s Kitchen, Foyer, Various
hostel/ lodges etc
Healthcare
Gaps continue to exist in health systems and access to health services, in
low- and middle-income countries, despite advances in disease prevention
and control, diagnosis and treatment. Social innovations provide a fresh
lens to strengthen health systems and primary health care. Through
participatory approaches, novel solutions are designed and implemented
by innovators, health system actors and other actors to address complex
and longstanding health problems.
Few inspiring examples of social innovation in healthcare are -
AYZH (pronounced “eyes”) a NGO started by Zubaida Bai with the
simple idea of developing affordable, appropriate health technologies
produced by women for women in rural India focus on addressing
women’s most pressing health needs like providing clean birth kits for
clean and safe delivery under project named JANMA, providing
postpartum mother care kit for post delivery comfort and cleanliness for
mothers under a project named JANANI and Project KANYA-Providing
Menstrual Health kit and giving girls and women confidence with clean,
reliable menstrual products.
Statistics reveal that of the 800,000 hearing impaired babies born globally
each year, a striking 100,000 are Indian. In a nation grappling with a lack
of resources, cases of hearing impairment in newborns go undiagnosed due
to the expensive screening equipment and procedures.
Project Listen UP of Sohum Innovation Labs India Pvt Ltd is aiming to
tackle this problem of no diagnosis with its development of a low-cost
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interacted with over 1,000 children since its inception and has over 400
stories in 10 Indian languages available on the website and SoundCloud
channel for free listening.
Conclusion
Although these concepts suggest an incredibly diverse range of activities,
we can identify three defining features of engagement or participation:
People take part in engagement activities voluntarily-participation can
be incentivised, but it cannot be coerced.
Engagement requires some form of action on the part of citizens-
participants are not simply passive recipients.
Participation and engagement activities are usually directed towards
some form of collective action which aims for a common purpose or
goal. This means that they are often strongly connected to a social
mission.
References
1. Arthur Schopenhauer (2003), The Process of Social Innovation,
https://www.mitpressjournals.org/doi/pdf/10.1162/itgg.2006.1.2.145.
2. Castro Spila, J., Luna, A. & Unceta, A. (2016): Social Innovation
Regime. An Exploratory Framework to measure Social Innovation.
SIMPACT Working Paper, 2016(1). Gelsenkirchen: Institute for Work
and Technology
3. Dharmadhikari, A. (2017, March 4). These 8 Initiatives Are
Transforming The Landscape Of Indian Education. Homegrown.
https://homegrown.co.in/article/21768/social-enterprises-8innovati ve-
initiatives-in-education-that-are-having-a-positive-impact-on-india.
4. Gavin Dykes, Jen Groff, Helena Renfrew-Knight and Dan Sutch.
(2010). Driving Social Innovation In Education. Hewlett Packard.
https://www.researchgate.net/publication/263125874_Social_Inno
vation_in_Education.
5. Kevin Chika Urama & Ernest Nti Acheampong (2013), Social
Innovation Creates Prosperous Societies, Stanford Social Innovation
Review, accessed 7 January 2021,
6. Konda, I., Starc, J., & Rodica, B. (2015). Social Challenges are
Opportunities for Sustainable Development: Tracing Impacts of Social
Entrepreneurship through Innovations and Value Creation. Economic
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41
A Conceptual Framework for Examining the
Role of Social Media in Consumer Engagement
Dr. Sunishtha Dhaka1, Dr. Sunny Dawar1, Ms. Savita Panwar1
1
Faculty of Management & Commerce, Manipal University Jaipur, Rajasthan (India)
Abstract
Consumer engagement is an intellectual construct which is related with
positively connect of consumer through cognitive, behavioral and
emotional activities during the personal or virtual interface with brand
communications. There is a need to define consumer engagement in a
better way to conceptualize and operationalize this for measuring the
consumer brand relationship. This can be viewed under the shadow of
relationship marketing, brand loyalty, marketing orientation, social
networks, and brand relationship framework. Social media is an
innovative marketing platform to engage the consumer for developing
better consumer brand relationship. Social media platforms allow the
firms to create, track and measure the consumer interest in the brand
offers of the firms by observing their likes, comments, and share. The
purpose of this research is to review the recent literature available
explaining the relationship between social media and consumer
engagement and would propose a conceptual framework based on the
reviews. The critical review of the available literature would provide
insights to future researchers related to antecedents and effects of social
media platforms on consumer engagement.
Keywords: Consumer engagement, Social media, User Generated Content
websites, Consumer relationship, Marketing orientation.
Introduction
Consumer engagement has become the vital factor to get the success as
effectively engaged customer would take interest in the companies offers.
Companies have to give value to its customers because without them no
business would sustain. It is very much essential that proper
communication must be implemented in small and larger firm so that
engagement may take place properly. With the quick development and
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Social media interaction with consumer defines the ways through which
consumer can be influenced for interacting with brands.
The current study has been undertaken for the fulfilment of following
objectives.
i. To examine the background of social media and consumer engagement
from various types of UGC platforms used by the firms to create value
ii. To develop the conceptual model based on the various factors derived
from the previous research done by earlier researchers.
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19. Wellman, B., Quan-Haase, A., Boase, J., Chen, W., Hampton, K., &
de Diaz, I. I. 2003. The social affordances of the Internet for
networked individualism. Journal of Computer-Mediated
Communication, 8(3).
20. Wixom, B. H. & Todd, P. A. 2005. A theoretical integration of user
satisfaction and technology acceptance. Information Systems
Research, 16(1): 85-102.
21. Yen, J., Fan, X., Sun, S., Hanratty, T., & Dumer, J. 2006. Agents with
Shared Mental Models for Enhancing Team Decision Making.
Decision Support Systems, 41: 634-653.
Abstract
Service-oriented industries are now focusing on capturing the encounter
behaviors of both service provider and service recipient. It depends on the
conditions of assessing the psychological needs of both parties in which
service-provider provides services to recipient and recipient reciprocate
service-provider in turn to their services. Drawing from service-encounter
needs theory (SENT), this research conducted two studies based on
exploring the service provider-recipient dyadic encounter relationships
between service quality and customer behaviors. By collecting data from
403 respondents from broad range of service industries, study 1 found that
service quality dimensions: reliability, responsiveness, assurance, and
empathy were found to have significant impact on customer satisfaction
but, tangibility did not affect customer satisfaction. Interestingly, customer
satisfaction is a psychological indicator of enhancing customer loyalty
behaviors (Zhang and Bloemer, 2008). So by surveying 361 respondents
from different industries, study 2 was proposed to explore the mediating
role of customer satisfaction between service quality and customer loyalty
behaviors: repurchase-intention (RPI), words of mouth (WOM) and
willingness to pay more (WPM) and to extend the literature of loyalty
behaviors. Study 2 results showed that there were significant mediating
relationships between service quality and RPI, WOM and WPM.
Moreover, the research provides the guidelines, limitations and future
directions.
Keywords: Service Quality, Customer satisfaction, Customer loyalty
behaviors, dyadic interactions, Pakistani service industries, Multi-
modeling approach.
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Introduction
Service quality and customer satisfaction are two important elements that
many service industries would delightedly profess to be endeavoring to
offer to their customers. These two elements are considerably used by
service and banking industries to assess the loyalty behaviors of their
customers. Particularly, service quality has been persistently expanded by
experts of various industries, business schools and popular business press
to obtain desirable results. However, the research says that most of them
would settle without any provoking on the importance of offering their
customers’ service quality (Caruana, Money, & Berthon, 2000). Many
practitioners have failed to distinguish between the two terms of service
quality and customer satisfaction and have often used the terms
interchangeably.
Service quality has been made an extensive amount of interest for social
scientists, practitioners and researchers in the past two decades. The
practitioners and researchers consider that service quality increases the
efficiency level of the firms (Ali & Raza, 2015, Al-Hawari, 2006;
Caruana, Money, & Berthon, 2000; Cheruiyot & Maru, 2013; Yoo & Park,
2007), service quality and customer satisfaction are interchangeable
variables (Caruana, Money, & Berthon, 2000), service quality is positively
linked to customer satisfaction by targeting customers only (Ali & Raza,
2015, Amin & Isa, 2008; Arasli, Katircioglu, & Mehtap-Smadi, 2005;
Awan, Bukhari, & Iqbal, 2011; Terrence Levesque, 1996). Despite the
pieces of literature works on service quality, there are some most critical
areas about which the researchers know little. First, although the
investigation of service quality perception is continuously growing,
employee-customer dyad, a self-reporting of employees-service quality
and customer experiences of satisfaction and loyalty behaviors have not
received empirical consideration in the service quality literature. Second,
most of the literature studies on service quality and customer satisfaction
have done in service industry (Ali & Raza, 2015; Caruana, Money, &
Berthon, 2000; Arasli et al., 2005; Newman & Cowling, 1996; Rust &
Oliver, 1994; Wang et al., 2003; Zhu et al., 2002) and in baking industry
(Caruana, Money, & Berthon, 2000; Ali & Raza, 2015; Amin & Isa, 2008;
Blanchard & Galloway, 1994). Unfortunately, other industries have always
been neglected and given less consideration in the literature. Interestingly,
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to be more reliable and valid and show their involvement in work than
supervisor and co-workers (Berry, Carpenter, & Barratt, 2012) and
customers show their experiences to reciprocate the employees because
satisfaction assessment needs experiences of the customers (Bolton and
Drew, 1991; Cronin and Taylor, 1994). Second, the research conducts
study 2 to explore the mediating role of customer satisfaction between
service quality and loyalty behaviors. Specially, the study 2 explores that
whether the employees’ self-reporting meets the desires of the customer’
satisfaction and customer loyalty behaviors e.g., re-purchase intention
(RPI), words of mouth (WOM) and willingness to pay more (WPM). The
study 2 also captures two-faced response system.
Literature Review and Conceptual Model
Service Quality
This is a general model and measurement instrument for all service
industries. Actually, much piece of work has recently been done by
researchers and social practitioners and they addressed the measurement
approach and conceptualization in the development of SERVQUAL model
in service industries. The SERVQUAL model has multiple dimensions and
has best diagnostic characteristics of the banking and hospitality contexts
over the other service quality measures such as SERVPERE (Angur et al.
1999), the SERVPERE dimensions were totally different from the
SERVQUAL dimensions because there were some overlaps (Jabnoun and
Al-Tamimi, 2003). Cui et al. (2003) exposed SERVPERF and
SERVQUAL were not unidimensional and they also revealed that while
analyzing confirmatory factor analysis, the measurement scales of
SERPERE lacked validity with samples from different cultures.
Even though the existence of multiple methodological problems have been
contested and are debated, the majority of research work has been strongly
predisposed by the conceptual model of service quality proposed by
Parasuraman et al. (1985), and consequently operationalized and advanced
by the same authors.
After the radical work of Parasuraman, Zeithaml, and Berry (1985), the
literature studies have paid much attention to service quality model. They
used the service quality construct based on 10 dimensions and proposed a
gap model. Afterwards, they reduced the service quality dimensions to 5 in
the year 1988. They developed the survey questionnaire of 22 items and
declared it as SERVQUAL model. Parasuraman, Berry, and Zeithaml
(1991; 1994) and Angur et al. (1999) stated that SERVQUAL model is the
combination of diagnostic characteristics and ensures some practical
implications. Now, this measurement model has been used by different
service industries and many academic researchers as well (Albert Caruana,
2000; Ali & Raza, 2015; Amin & Isa, 2008; Awan et al., 2011; Dölarslan,
2014; Lam & Woo, 1997; Raza et al., 2015; Wang, Lo, & Hui, 2003; Zhu
et al., 2002). These five dimensions of service quality are tangibility,
reliability, responsiveness, assurance and empathy.
Literature studies show five original dimensions of service quality whereas
some studies have been used six dimensions. The sixth dimension is
‘compliance’ which items have been taken from compliance aspect of
Islamic banking SERVQUAL scale (Othman and Owen, 2001). This study
conducted to multiple sectors known as multi-modeling. So, this study did
not take compliance scale. Karatape et al. (2005) advocated that service
quality measures addressed to one culture may influence service quality
sentimentalities in a different culture. Therefore, the present study
provides useful visions for researchers and academics in implementing
SERVQUAL in the Pakistani multiple contexts to capture the two faced
response rates that mean employee-customer dyad. The researchers have
done much piece of works on service quality and customer satisfaction.
These relationships are being addressed below:
Service quality and customer satisfaction
Previous literature studies argue that the service quality is a better
measurement enhances customer satisfaction (Dölarslan, 2014; Anderson
& Sullivan, 1993; Levesque & McDougall, 1996). Oliver (1980) explains
that customer satisfaction requires the needs of customer expectations of
the services and products. If the satisfaction measure matches the customer
expectations or even satisfaction measure exceeds customer expectations
then it can say that they are satisfied. If the performance measure does not
match or exceed, they are dissatisfied (de Wulf, 2003). Previous research
works have acknowledged different factors that influence the customer
satisfaction in the banking sector especially in the Europe and USA.
For the satisfaction of the customers, Greek Cypriot bank in Turkey
applied SERVQUAL technique to attain customer satisfaction. The service
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Moreover, Awan et al. (2011) examined that service quality and customer
satisfaction has well correlated to each other. These findings validate the
importance of service quality in the Pakistan banking sector. In recent
times, many literature studies have mainly focused on service quality and
customer satisfaction using different contexts. For example, Ali & Raza,
(2015) examined service quality dimensions and customer satisfaction in
the Pakistan internet banking sector. Their findings argue that the service
quality and customer satisfaction can only be better predicted through
SERVQUAL dimensions. Based on above discussion, the present study
may predict employee-customer response rate about the services rendered
by employees and the experiences of customers as recipient. For this
purpose, the hypothetical statements are proposing here:
Research hypotheses
On the basis of past empirical findings, the research hypotheses of this
study are as follows:
H1a: Tangibility dimension will positively and significantly affect
customer satisfaction.
H1b: Reliability dimension will positively and significantly affect
customer satisfaction.
H1c: Responsiveness dimension will positively and significantly affect
customer satisfaction.
H1d: Assurance dimension will positively and significantly affect
customer satisfaction.
H1e: Empathy dimension will positively and significantly affect customer
satisfaction.
H1f: Overall service quality will positive and significantly affect customer
satisfaction.
Research methodology of study 1
Participants and procedure
To test the proposed hypotheses, the study collected data form a broad
range of industries (e.g. hospitality industry, banking industry, food
industry and health industry). The study administered 500 survey
questionnaires among the service provider-recipient encounter’ dyads
however, 403 survey questionnaires were valid and reliable. The response
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rate was (80.6%). The employees were asked to respond the survey
questionnaires and forward the same to the customers in same time and
place. The employees’ questions were separated from the customers’
questions so that they can easily understand what the research want from
them. Majority of respondents were male (62.03%). 30% respondents were
found to have master degree, (50.12%) respondents were found to have
bachelor degree and (19.85%) respondents found having an education of
intermediate level. Ethnicity of the respondents (urban=67.7%, and
rural=32.3%) were also found.
Measurement scales
According to service encounter needs theory (SENT), service encounter’
outcomes can be assessed by both service provider on one hand and
service recipient on other (Bradley Graham et al., 2010), further define that
service-encounter must help both parties to accomplish their needs in
sense of their self-reporting competency and efficacy. Based on above
arguments, study 1 extends the literature of service provider-recipient
dyad. The employees responded to their portion of survey questionnaires
about their service quality because employees’ self-reporting behaviors are
likely to be more reliable and valid and show their involvement in work
than supervisor and co-workers (Berry, Carpenter, & Barratt, 2012).
Meanwhile, customers were asked to respond to their portion of survey
questionnaires about their satisfaction towards employees’ service quality.
All measurement scales of this study are measured on a 5-point Likert
scale ranging from (1) ‘strongly disagree’, (2) ‘disagree’, (3) ‘neutral’, (4)
‘agree’ and (5) ‘strongly agree’ to test the perception of employees and
experience of customers about service quality.
Service quality
The service quality scale including 22-items consists of five dimensions
has been adopted from Parasuraman et al., (1988). This measurement scale
includes five dimensions such are tangibility, reliability, responsiveness,
assurance and empathy.
Customer satisfaction
The ‘customer satisfaction scale’ is adopted from the literature study
(Caruana, 2002).
Individual characteristics
This study uses individual characteristics such as gender, education level
and ethnicity.
Findings of the study 1
To analyze the statistical data, the present study used structural equation
modeling, specifically, applied the latest version smart PLS 3.3.2. This
study runs the PLS-SEM technique because it is suitable for exploratory
researches where new relationships are being investigated (Hair et al.,
2018; Muhammad et al., 2017). Accordingly, this study proposed new
relationships among the constructs hence; this study is related to
exploratory nature. Moreover, this technique is appropriated for building
theories and predicting applications in contexts where the research is under
study and new as in the present study (Roldán and Sánchez-Franco, 2012).
Particularly, PLS-SEM technique is used at analyzing complex and multi-
dimensional model as Hair et al., (2012) argues that PLS technique is used
when the model is based on complexity and has many latent constructs and
indicators. Moreover, Partial Least Square (PLS-SEM) operates much in
multiple regression analysis (Hair et al., 2012).
Assessment of measurement model
PLS-SEM provides many rigorous measures for construct reliability,
convergent validity, and discriminant validity (Fornell, C., Larcker, D.F.,
1981; Hair et al., 2018). By using structural equation modeling, the study
performed a series of confirmatory factor analyses (CFA) to assess the
constructs’ validity and reliability. To assess the convergent validity of the
constructs, outer loadings, and AVE (average variance extracted) are
measured (Hair et al., 2012; 2013). Outer/factor loadings of latent
constructs should be greater than 0.70 or higher in exploratory research
(Joe F. Hair Jr, 2012; Hair et al., 2013). Importantly, factor loadings above
0.7 explain over 50% of the indicator variance (Hair et al., 2012; Joseph F.
Hair, 2013). By assessing EFA, the outer loading of one item of tangibility
(TAN4=0.691), and one item of customer satisfaction (CS1=0.625) were
below the acceptance threshold. So, these outer/factor loadings were
removed from the measurement model. Outer/factor loadings of constructs
are shown in (Table .1). Meanwhile, AVE should be 0.5 or greater than 0.5
(Hair et al., 2013), it should be greater than squared correlation (Fornell,
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C., Larcker, D.F., 1981) and square root of AVE of any construct must be
higher than the correlation with other constructs (Wong, 2013). Therefore,
the study found that AVE of all latent constructs was greater than the
acceptance threshold (Table .1).
To assess construct reliability, the internal consistency of constructs
typically evaluates as composite reliability and high values indicate higher
reliability (Sarstedt et al., 2014). Specifically, reliability values fall
between 0.60-0.70 in exploratory research (Hair et al., 2012) however, it
should be equal to and greater than 0.70 (Hair et al., 2013). The study
showed good composite reliability values of all constructs in (Table .1).
Table 1.Validity and reliability of the constructs (end of the chapter)
By assessing discriminant validity, the study used the HTMT ratio
(Heterotrait-monotrait) criteria (Henseler et al., 2015). HTMT criterion
recommends that HTMT values should be less than 0.90, acceptable
criteria (Henseler et al., 2015). This study calculated discriminant validity
and mentioned in (Table .2). Structural equation modeling was evaluated
and the study claimed that there were good validity and reliability of the
constructs.
Table 2.Discriminant validity (HTMT) ratio (end of the chapter)
Assessment of path model (Path Coefficient)
Smart-PLS 3.3.2 generates t-statistics to test the inner and outer model
significant level by applying a technique, called bootstrapping (Hair et al.,
2018). Bootstrapping was used to test respondents’ data with subsamples
5000 from the original sample size 403. Bootstrapping recommends three
values (e.g. path coefficient, t-values, and p-values) to reject and accept
the research hypothesis (Hair et al., 2014), t-values should be greater than
1.65 with (p<0.10), 1.96 with (p<0.05) and 2.57 with (p<0.01) (Hair et al.,
2014; Hair et al., 2013). This study used a 5% (0.05) significant level to
test the proposed hypotheses so that t-values should be greater than 1.96
with (p<0.05) because, t-values are considerable measures to test the
hypothesis whether it is significant or not (Wong, 2013). Table .3 presents
the effect of total service quality and each of dimensions of service quality
on customer satisfaction. The study found that tangibility had not a
significant impact on customer satisfaction (b = 0.049, p > 0.05). So, the
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Based on above evidence and to fill the study 1 research gap, Study 2 was
supposed to test the effect of both service quality and customer satisfaction
on customer loyalty behaviors. The study 2 was also conducted to explore
the mediating role of customer satisfaction between service quality and
loyalty behaviors of the customers. The expression of employees-service
quality may be hindered or strengthened the role of customer satisfaction
to loyalty behaviors (e.g. re-purchase intention, words of mouth, and
willingness to pay more). Research along this sight may carry the
significant practical implications of service provider-recipient dyads.
Particularly, the goal of the study 2 is to explore the mediating role of
customer satisfaction from employees self-reporting service quality to
customer loyalty behaviors (an employee-customer dyad).
Loyalty behaviors
According to Oliver (1997), loyalty behavior is defined as “a strong desire
to re-purchase or utilize a favorite service/product constantly in the future,
where same brand or hand-set is being purchased until the marketing
efforts would switch off the “loyalty behavior” (Oliver, 1999). However,
loyalty behavior is a dominant construct has good relationship with
marketing and is based on re-buying product/service (Zhang and Bloemer,
2008). For instance, current research works have shown that customer
loyalty is hypothesized from behavior, integrated and attitudinal
perspectives (Dölarslan, 2014; Homburg and Giering, 2001; Hur et al.,
2012). In addition to the present study, Fullerton (2003), Zhang and
Bloemer (2008) and Dölarslan, (2014) hypothesized loyalty as
fundamentally “behavioral intention” and identified three basic type
factors related to customer loyalty behavior:
1. Positive WOM (Word of mouth) communication;
2. (2) WPM (willingness to pay more); and
3. RPI (Repurchase intention)
WOM communication has much importance in the service industry as
defined well by (Hartline and Jones, 1996; Maxham, 2001; Zeithaml et al.,
1993, 1996), chiefly as it targets the customer attitudes and reduces the
level of risk and uncertainty during re-purchase decisions (Wangenheim
and Bayon, 2004). The previous study advocated that WOM
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Loyalty behaviors
The RPI and WOM communication scales have been found from the
literature studies (Dölarslan, 2014; Maxham 2001; Terrence Levesque,
1996). But this study adopted two items of RPI more comprehensive and
clear, suggested by (Terrence Levesque, 1996), three items of WOM
communication suggested (Dölarslan, 2014) and two items of WPM
communication also adapted from (Dölarslan, 2014; Zeithaml et al. 1996).
This scale will measure on 5 point Likert scale ranging from “1=strongly
disagree” to “5=strongly agree”.
Individual characteristics
This study uses individual characteristics such as gender and ethnicity.
Findings of study 2
Assessment of measurement model
By assessing the structural equation modeling, construct reliability and
validity were performed to test the factor structure known as construct
reliability and validity. Joseph F. Hair, (2013) suggests that a researcher
begins with examining the indicator factor’s loading. Therefore, the
present study adopts the Hair et al., (2018) criteria for factor loadings
which should be greater than 0.7. Factor loadings above 0.7 explains that
construct is over 50% of the indicator variance (Hair et al., 2018; Joseph
F. Hair, 2013). Moreover, composite reliability should be equal to or
greater than 0.70 (Hair et al., 2018). The study found that the factor
loading of all constructs was satisfactory and good according to
acceptance threshold. Therefore, there were good validity and reliability.
Table 4.Validity and reliability of the constructs (end of the chapter)
Based on HTMT (Heterotrait-monotrait) ratio criteria (Henseler et al.,
2015), HTMT values should be less than 0.90. The study proved that the
HTMT values of all constructs are less than the threshold value 0.90.
Therefore, there were good validity and reliability.
Table 5.Discriminant validity (HTMT) ratio (end of the chapter)
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was good model fitness in term of model accuracy; relevancy and effect
size (see tables 6, 7).
The discussion of study 2
In contrast, study 2 adopts the psychology behavior which involves three
distinctive loyalty behaviors such as (1) RPI, (2) WOM communication
and, (3) WPM. Study 2 extends the dyadic interactions of service provider
and service recipient by exploring the mediating role of customer
satisfaction between service quality and customer loyalty behaviors (RPI,
WOM and WPM). Study 2 found that there were significant and positive
mediating relationship between service quality and re-purchase intention
(RPI), between service quality and words of mouth (WOM) and between
service quality and willingness to pay more (WPM). There were all partial
mediations. In dyadic interactions, customers are now looking for better
services and they think which types of facilities are helpful in maintaining
their goodwill and make them comfortable. This research suggests that the
higher level of service quality give customers the higher level of
satisfaction in turn, produces higher level of customer loyalty behaviors.
Study 2 findings are consistent with Karatape et al. (2005), Dölarslan,
(2014), Mittal and Kamakura (2001) and Homburg and Giering (2001).
The uniqueness of study 2 also explains the behavior of two parties;
employees on one hand and customers on other. Dyadic interactions of
both parties mutually agreed with their psychological needs and emotions.
Customer gave the positive views on employees’ services exactly as
employees expect from their good doings that furtherly directs customer
loyalty behaviors.
Limitations and future directions
Every empirical research has some limitations and future directions.
Therefore, this research has also some limitations are: the data was
collected from only Pakistani service industries but there should be
selected international service industries to generalize the concept. Second,
the sample size of each study was small and covered the territory region of
Pakistan. Future research should be conducted on three-encounter
behaviors of supervisors at service quality level, satisfaction as employees’
level and loyalty behaviors at customers’ level. Future study may be
conducted on exploring the mediating effect of trust, organizational
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11. Anderson, S., Pearo, L.K. and Widener, S.K. (2008), “Drivers of
service satisfaction: linking customer satisfaction to the service
concept and customer characteristics”, Journal of Service Research,
Vol. 10 No. 4, pp. 365-381, DOI: 10.1177/1094670508314575.
12. Angur, M. G., Nataraajan, R., & Jahera Jr, J. S. (1999). Service
quality in the banking industry: Anbassessment in a developing
economy. International Journal of Bank Marketing, 17(3), 116-125.
13. Arasli, H., Katircioglu, S. T., & Mehtap-Smadi, S. (2005a). A
comparison of service quality in the banking industry. International
Journal of Bank Marketing, 23(70), 508-526.
14. Arasli, H., Mehtap-Smadi, S., & Katircioglu, S. T. (2005b).
Customer service quality in the Greek Cypriot banking industry.
Managing Service Quality, 15(1), 41-56.
15. Asubonteng, P., McCleary, K.J. and Swan, J.E. (1996),
“SERVQUAL revisited: a critical review of service quality”,
Journal of Service Marketing, Vol. 10 No. 6, pp. 62-81, DOI:
10.1108/088 76049610148602.
16. Athanassopoulos, A.D. (2000), “Customer satisfaction cues to
support market segmentation and explain switching behavior”,
Journal of Business Research, Vol. 47 No. 3, pp. 191-207, DOI:
10.1016/S0148-2963(98)00060-5.
17. Awan, H. M., Bukhari, K. S., & Iqbal, A. (2011). Service quality
and customer satisfaction in the banking sector: A comparative study
of conventional and Islamic banks in Pakistan. Journal of Islamic
Marketing, 2(3), 203-224.
18. Baron, R. & Kenney, D. (1986). The moderator-mediator variable
distinction in social psychological research: Conceptual, strategic
and statistical considerations. Journal of Personality and Social
Psychology, 51 (6), 1173-1 182.
19. Bei, L.-T. and Chiao, Y.-C. (2001). “An integrated model for the
effects of perceived product, perceived service quality, and
perceived price fairness on consumer satisfaction and loyalty”,
Journal of Consumer Satisfaction, Dissatisfaction and Complaining
Behavior, Volume 14, No.1, pp. 125-140.
20. Bitner, M. J. (1990). Evaluating service encounters: The effects of
physical surroundings and employee responses. Journal of M&ring,
54(April), 69-82.
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113. Zeithaml, V.A., Berry, L.L. and Parasuraman, D.B.A. (1996), “The
behavioral consequences of service quality”, Journal of Marketing,
Vol. 60 No. 2, pp. 31-46.
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congruence on consumer-service brand relationships”, Journal of
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service quality in consumer banking. International Journal of Service
Industry Management, 13(1), 69-90.
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Ass4 0.849***
Empathy 0.879*** 0.645***
Emp1 0.765***
Emp2 0.792***
Emp3 0.838***
Emp4 0.814***
Customer satisfaction 0.889*** 0.666***
CS1 0.625
CS2 0.845***
CS3 0.817***
CS4 0.823***
CS5 0.779***
Notes: AVE = Average variance extracted
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Rel2 0.787***
Rel3 0.836***
Responsiveness 0.924*** 0.710***
Res1 0.742***
Res2 0.884***
Res3 0.874***
Res4 0.868***
Res5 0.838***
Assurance 0.893*** 0.677***
Ass1 0.800***
Ass2 0.818***
Ass3 0.799***
Ass4 0.701***
Empathy 0.879*** 0.645***
Emp1 0.750***
Emp2 0.791***
Emp3 0.824***
Emp4 0.799***
Customer satisfaction 0.889*** 0.666***
CS1 0.859***
CS2 0.891***
CS3 0.778***
Re-purchase Intention 0.901*** 0.819***
RPI1 0.905***
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RPI2 0.905***
Words of mouth (WOM) 0.889*** 0.727***
WOM1 0.845***
WOM2 0.873***
WOM3 0.839***
Willingness to pay more (WPM) 0.934*** 0.876***
WPM1 0.940***
WPM2 0.932***
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43
Reconceptualizing Public Relation
in Post COVID-19 World
Aliyu Sani1, Desmond Onyemechi Okocha2
1
B.Sc, MBA, CNA, Department of Mass Communication, LIFE-ND,
Nigeria Bingham University, Nigeria.
2
PhD National Project Accountant Senior Lecturer, Department of Mass
Communication, LIFE-ND, NigeriaBingham University, Nigeria.
Introduction
Wilcox and Cameron [2009:5] explained that people often define public
relations by some of its visible techniques and tactics such as public in a
newspaper, a television interview with an organization spokesman or the
appearance of a celebrity at a special event. What people fail to understand
is that public relations are a process involving many subtle and far
reaching aspects. Public relations include research analysis, policy
formation, programming communication and feedback from numerous
publics. Its practitioners operate on two distinct levels, as advisers to their
clients or to an organization’s top management and as technicians who
produce and disseminate messages in multiple media channels.
L Davis {2004:202} argues that the home fro public relations functions is
still not clear in most organizations while Wilcox and Cameron {2009:5}
further claims that public relations practitioners serve as an intermediary
between the organisation and all the publics that exist in the organisation.
Theaker {2004:6} further claims that public relations as a discipline is
concerned with the reputation of organisation {product services or
individuals} with the aim of creating understanding and support.
Koekemoer {2004:397} argues that the differing concepts of public
relations reflect the revolution of this maturing function in organizations
and society. The above authors indicate the struggle of an emerging
profession seeking its unique identity. These various definitions are
important, as they are indicative of the rapidly changing roles of public
relations.
Definition of Public Relations
1. The belief and salient concept of Public Relations is that every
organization has a background or environment from which it operates.
Although most peoples especially in the business world today, were
familiar with, but have low or loose real mentality towards the art or
practice, because many title and officers were allocated to the
fractional with different duties or else.
2. The Webster’s new English dictionary (3rd edition) defines Public
Relations as the promotion of rapport and good will between a person
form or institution, special public or community at large through the
distribution of interpretative materials, the development of the
neighborly interplay and assessment of public interaction.
3. Looking at it professionally, Public Relations has been defined in
various ways, expert have contributed to its successful meaning, such
as sam black who says in 1934 that “the establishing of two-way
communication to resolve conflict of public interest, seeking common
ground or areas of mutual interest and establishment of understanding
base on truth knowledge with full information”.
4. according to Mexican statement, which was pronounced in an
international conference Public Relations practitioners held in Mexico
in 1978,says Public Relations is the act and social science of analyzing
trends, predicting their consequences, counseling the organization
actions which will serve both the organization public interest.
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44
Impact of E-Commerce Globally: Benefits of
Business Organization, Consumers and Society
Akriti Kumari1
1
IMBA, School of Business Administration, University of
International Business and Economics, Beijing, China.
E-mail Id: [email protected]
Abstract
The aim of this study is to understand the growth and impact of E-
commerce and its impact on current business aspects and job creation. E-
commerce is growing rapidly with its new concept and pace around the
world, thanks to the penetration of smartphones and the Internet to
various levels of society around the world. Growth and its profits are
already visible in research in developed countries, but if business goes to
developed and underdeveloped countries, we will see more positive results
in the future. E-commerce is opening a global business channel that will
witness the growth of business in the coming days. With the impact of
globalization and global economies around the world will witness
improved knowledge and growth as well as innovation in information
technology with the growth of E-commerce in today’s society. In addition
to the above, E-commerce will play an important role in the benefits of
consumers and the society.
Keywords: E commerce, global business, consumers, society.
Introduction
E-commerce, commonly known as e-commerce, is a next-generation
business methodology that facilitates and meets the diverse needs of
organizations around the world. E-commerce means transactions between
buyers and sellers on an electronic platform, which is explained in other
words as an "online meeting" that helps reduce the cost of doing business
and increase the speed and productivity of delivery. The World Wide Web
is the most common platform for e-commerce, but with the development
of various applications, the E-commerce industry is undergoing major
changes. E-commerce relies on various technologies, such as internet
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regarding the business transaction and that you can remain Competitive
with them.
1. The benefits of E-commerce for Business
a) International market: It used to be a single entity market in a
geographic area, but now it has become a borderless market including
national and international markets. By enabling e-commerce,
companies can now reach people from all over the world. In fact, all
E-commerce companies have become virtual multinational companies.
b) Saving operating costs: The cost of creating, processing, distributing,
storing and retrieving information on paper has been reduced.
c) Mass customization: E-commerce has completely changed the way
consumers purchase goods and services. Through processing, products
and services can be customized according to customer requirements.
In the past, when Ford started producing cars, customers could have
any color as long as it was black. Customers can now configure a car
that meets their specifications online within a few minutes via
www.ford.com.
d) Reducing telecommunications costs: The Internet is much cheaper
than value-added networks (VAN), which are dedicated to the
organization and its authorized partners based on the lease of
telephone lines. Sending a fax or e-mail over the Internet is also
cheaper than dialing directly.
e) Digitization of products and processes-especially in the case of
software and music/video products, which can be directly downloaded
in digital or electronic format via the Internet or sent to customers via
email.
f) There is no longer a 24-hour limit: customers or suppliers can contact
the company at any time.
Some of the advantages of E-commerce for companies are that by
increasing the customer base with lower barriers to goods, it can increase
potential market share. Provide safe and instant business transactions; in
the launch of new products and new services {24/7, 365 days of sales
(buyer and seller)}, it is also easy to engage in retail business, thereby
expanding the business scope.
E-commerce has a negative impact on businesses because they need to
update hardware and software regularly. The website needs to be
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the place of origin? Who pays for the return? Is it possible to refund?
Will I have anything left? How long does this take? Compare this to
the offline experience of returning the product to the store. Before
purchasing, be sure to check the return policy. Always make sure that
returns are an option
The social impact of E-commerce can be measured by satisfaction and
confidence from extensive use of the Internet. The areas with the fastest
population growth include students and youth who are users of advanced
applications and online technologies. The increase in the number of
Internet users has also led to substantial growth in other digital industries,
such as e-commerce, mobile commerce, and digital advertising.
Entrepreneurs are also attracted to advanced computer technology and its
usefulness for e-commerce. The development of educational levels at all
levels has generated a great demand for E-commerce and mobilE-
commerce markets. Changes in online shopping habits the online shopping
process has been continuous to make it easier, more understandable and
easier to use. As the online quote offers some attractive prices and
discounts. In addition to better transactions, it also changed the buying
habits of online shoppers.
The main advantage of online or online shopping is that you will never
know the characteristics of the product you are buying, and you will be
able to compare its quality and characteristics with reviews of other
competing brands and other products on the market. user. A cheerful
lifestyle has a great influence on various social media tools. Facebook,
Quicker, Snapdeal, Amazon, Pinterest, and Instagram allow consumers to
organize their favourite collection items and segments to share with others
around the world. Therefore, society can connect with individuals or
communities to share their views and ideas. The biggest advantage of E-
commerce is that it can provide secure purchase transactions over the
Internet and can verify and confirm credit card transactions in real time.
There are also big differences in E-commerce adoption between countries,
especially in marketing and after-sales. Digital solutions that replace
traditional applications provide many opportunities for businesses and
individual consumers. The services are directly oriented to the clients.
Product negotiations are too fast.
Conclusion
The following results are the conclusion of this article. E-commerce will
show tremendous growth in promoting global business and removing
barriers between countries, and will become an integral part of its
contribution to GDP. Countries will open their commodity import markets
through e-commerce, which will benefit all sectors of society in terms of
knowledge, skills, technological advancement and better forms of
marketing and employment. With technological developments that take
place every day, new advances and applications will be introduced every
day, and turnover will show growth. This leads to a situation where
customers start to order goods in nearby stores via the Internet and deliver
the products at their convenience. Digital marketing is also growing at a
faster rate. In every source, digital marketing has shifted from traditional
marketing to online marketing, and it is fast, simple and profitable.
Therefore, the integration of digital marketing and E-commerce will bring
innovation in marketing functions. The job market will undergo major
changes in the nature of jobs and the demand for technical skills. Most
customers live in rural areas and have insufficient knowledge of computers
and the Internet. Customers in some urban areas do not have credit
services, so online purchases and sales of products are limited to the urban
class who is proficient in computer and Internet. Due to E-commerce and
digital business, traditional jobs will be reduced, but this will open up new
horizons for work in the field of information and communication
technology. The final result will depend on the candidate's skill level, not
the department.
References
1. Malkawi, B. H. E-commerce in Light of International Trade
Agreements: The WTO and the United States-Jordan Free Trade
Agreement. International Journal of Law and Information Technology,
Vol. 15 No.2, 2007, 153-169.
2. Inc. Magazine-December 2010/January 2011English.
3. ECLAC. Electronic Commerce, International Trade and Employment:
Review of the Issues. UN, Economic commission for Latin America
and the Caribbean ECLAS, Washington Office, April 2002, pp 1-30.
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Abstract
The study aimed to discover how sustainability practices of marketing
professionals were learned though the social learning process. The study
is of importance given the role of marketing professionals in implementing
sustainability initiatives in the corporate sector. For this purpose, the real
life stories of Marketing professionals were critically analyzed. .Due to the
lack of previous research studies on how sustainability practices were
learned, primary data were collected by following a narrative inquiry
based research approach. To minimize the issue related with recalling the
most significant but sensitive data, we used systematically designed Life
story stimulated research guide by incorporating projective techniques to
stimulate past soft memories associated with learning sustainability by
marketing professionals. The collected inquiries provided a deeper
understanding that marketing professionals have followed a social
learning process with regard to learning sustainability. Furthermore,
Marketing professionals have not continued the whole social learning
process in respect of environmental sustainability. Study implied that
sustainability education should be based on more a practical curriculum
that is based on a social learning process, rather than being trapped in a
typical in-house classroom curriculum. The study contributed to expand
the knowledge base on learning suitability practices. Furthermore the
findings on learning suitability practice emphasized that social learning
processes of environmental sustainability have been compromised along
with the life of marketing professionals participating in the research.
Keywords: Sustainability, Social Learning process, Narrative inquiries,
Projective techniques.
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Introduction
Marketing managers are in a unique position in a firm's value chain to
include stakeholders' concerns in the strategy and to promote sustainability
practices in two ways. One is longstanding marketing focus on customer
relationships that extends to multiple stakeholders (Sheth, 2012). Murphy
et al. (2005) explains stakeholder relationship marketing as Creating,
maintaining and enhancing strong relationships with customer, employee,
supplier, community and shareholder or any stakeholder of a business with
the goal of delivering a long term economic, social and environmental
value to all stakeholders in order to enhance the sustainability business
performance of the enterprise. Second, marketing nowadays is
experiencing a shift from customer exchange to a value creation paradigm
encompassing all stakeholders (Sheth & Uslay, 2007). Recent marketing is
recommending a stakeholder marketing perspective to align with
sustainable business goals. Stakeholder marketing refers to activities
within a system of social institutions and processes for facilitating and
maintaining value through exchange relationships with multiple
stakeholders (Hult et al., 2011). Stakeholder orientation refers to the extent
to which a firm understands and addresses the stakeholders' demand in
their strategic plan and in their daily operations (Ferrell et al., 2010).
Adoption of stakeholder orientation provides the business firms an
opportunity to understand its impact on the stakeholders, anticipate
changing societal expectations and use its capacity for innovation to create
additional business (Lazlo et al., 2005).sibbel, (2009) Facilitate this
approach by pointing out the fact that focus now can be shifted towards
training the professionals who manage the resources, educate the public or
design the options from which the choices are made.
Hence, the aim of the research is to understand how sustainability is
learned by marketing professionals. The findings are based on a cross
sectional exploration of marketing professionals. Our aim is to contribute
to the knowledge of educating future Marketing professionals about the
contribution towards the achievement of sustainability. We also highlight
the fact that the world is not on the correct path of achieving sustainability
and more importantly it is currently being used only as a marketing tool in
satisfying companies’ economical goals. Reflection of an idea that the
correct path of achieving sustainability is being followed by the marketing
professionals is crucial to justify that the world or who are being served by
them are served fair.
Literature Review
Brundtland's report brought the concept of sustainability to the attention of
the global business world in 1987. The Brudlant report brought
Sustainable Development to the mainstream international political agenda
by creating a simple definition that became widely quoted worldwide
defining Sustainability as “Development that meets the present without
compromising the ability of future generations to meet their own needs”.
Sustainable development has been debated among three main sectors. As a
result, often it is presented being divided into the economy; environment
and society (Giddings et al., 2002) The three sectors are presented in
interconnected rings.
Pressure on resources, growing global population and an expanding
middle class, global crises and a changing role of government are
exacerbating global sustainability challenges, but also provide an
opportunity for businesses (Tilley and Young, 2006). As per Royal society
(2012), the effective way to reduce the negative environmental effects of
human activity is to decrease resource consumption of those who consume
the most. Companies play an important role in the society, creating and
fulfilling needs through marketing campaigns and the provision of product
and Services. The adoption of marketing plan has been successfully
developed as a vehicle for corporate cultural change towards a customer
focused outlook (Giles, 1989). Companies now may be viewed as the
potential driver for sustainable consumer behavior change (Bocken, 2017).
But the business is a composition of different managerial actions where
Marketing management plays an important role. Virtually all persons and
organizations engage in marketing activity at various times. However, they
do not engage with equal skills at all times (Kotler, 1972) Marketing
should be an engine of growth and profitability of the business (Morgan,
2012).
Pantelica et al (2016) argues that, marketing has a significant role in
shaping consumption patterns and therefore can be employed in pursuit of
more sustainable businesses practices (Supply Side) and the more
sustainable consumption (demand side). According to Pantelica et al
(2016) embedding sustainability practices in business and marketing
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Attention
Marketers, from childhood have got the opportunity to experience the way
how their parents engaged with the practices that associate with
sustainability; they have had their attention towards the practices in terms
of economic, environment and social through a role model. Different
marketers have had different role models in their life ranging from parents,
managers, teachers, lecturers, marketers to religious leaders. (Glasser,
2009)supports this idea, since passive learning relies on the wisdom
received of others, it is continuously used for making it readily available
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the narrow interest over the common good .This finding explains that there
is evident fact that marketer have influenced by a passive learning
(Glasser, 2009) Explains that it doesn’t require inputs in the form of
communication or interaction -direct feedback-from the living being.it
includes learning that results from reading newspapers ,watching a
blacksmith forge a tool, viewing a movie, listening to radio programme or
attending a lecture or poetry reading (without raising questions from the
audience), searching the internet, following a recipe. Further (Glasser,
2009) explains that passive learning could be observing the practices of
and interactions among others. Marketers explained that during their
childhood they could see how people worked with cohesion which still
they try to do. Marketer tends to follow the practices of the role model
which they trust. Here having demonstrated the fact of trust is again vital
since (Glasser ,2009) explains that, one of the drawbacks of passive
learning is that it depends on trust, where in the narrations of the marketers
trust fact is inherited in the role models they are interested in. When it
comes to the environmental suitability most of the marketers have got the
attention in their childhood how their parents worked friendly with the
environment but, the fact is that, environmental sustainability is more or
less a kind of passive learning which might have been influenced from the
fact that passive learning are needed to embraced, actively or at least
tactically encoded in the transferred knowledge. Where in most of the
narrations it is evident that, though marketers have seen how parents
engaged with the environment in pro ecological Behaviour, there is no
sufficient evidence of those values and assumptions being encoded in the
transferred knowledge. Marketers from childhood were transferred in
values and assumptions even by their parents to enjoy a more sustainable
life in terms of social and economic. This is evident that marketers explain
that they were encouraged to learn. There is an underlined motivation that
through learning only they can enjoy a better life since they can do a better
job.
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development like reducing interest rate under the economic sector, further
he argues that, sectorial attention is distracting thinking about the core of
sustainable development like the nature of the society, what priorities are,
how decisions should be made on whose interest.
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marketers. Hence the marketers are influenced by a trend that they are
moving towards Motivation towards the environmental sustainability, as a
result the core of sustainable development would be damaged.in addition
the findings of the research would support to the arguments that is being
developed, that, Material reality, where the economy must be nested in
society and the environment. Researcher brings forward this argument
supportive to the, (Giddings et al., 2002) the ‘nested’ model rather than the
‘three-ring’ model encourages a conceptual outlook sympathetic to
integration. Of course this again is a very broad-brush model. Most
humans live their lives in all three areas, often without sharp distinctions in
thought or practice.
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46
Brand Sustainability during Crisis
Sanjeev Chinnamanthur1
1
PhD Research Scholar Dayananda Sagar University, Under the guidance
of Dr Suresh Ranganathan, (Asst Professor, DSU, Bangalore)
E-mail Id: [email protected]
Abstract
SARS-Cov-2 virus, popularly known as COVID-19 pandemic has spread
farther, wider and faster than any wild fire has ever spread in the history
of human kind. COVID-19 is a deadly virus that has infected more than a
million in India and more than 10 million across the world. Caused over
1.5 Lakh deaths in India and close to two million deaths across the world
and continues to cause deaths on a daily basis with no respite. The virus
spreads human to human via droplets and also spreads airborne as
confirmed by world's renowned scientists and WHO. There have been
series of lockdowns across the world where all businesses are shut. All
industries are shut down affecting all sectors of businesses. In India
lockdown was announced on March 22nd. Lockdown has all the public
transport, malls, cinemas, airports, retail, sabzi mandis and markets were
shut. No public gathering of any sort allowed during lockdowns. Except
the essentials like chemists and hospitals, basic groceries, fruits and
vegetables vendors. And no individual is allowed to step out of the house.
This certainly has economic impact in terms of consumer spending and
government spending besides several job cuts, pay cuts. Even though the
lockdown is being implemented intermittently by the authorities,
essentially the markets and the human lives are largely in statue mode.
This paper focuses up on how brands sustain such statue mode. How
brands survive such a crisis. What brands must do to move across the
silent lanes and by lanes of human entitlements and lives. Come out
successfully out of the crisis and continue to succeed even long after the
crisis is over. As COVID-19 Pandemic crisis is the first of its kind, this
paper presents some little research done in relation to a crisis like this and
lays down the approach the brands should adopt in order to overcome
such crisis successfully.
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Brand as a logo
American Marketing Association defines (1960) brand as " A name, term,
design, symbol, or a combination of them, intended to identify goods or
services of one seller or group of sellers and to differentiate them from
competitors". Any brand will put consumer in the center. And every brand
marketing activity will revolve around the consumer in the center.
Brand as a company
Corporate identity is vital as favorable corporate identity gives competitive
advantage to organizations (van Reil and Balmer, 1997). This has been
emphasized by Simonin and Ruth (1998) in their article "Is the company
known by the company it keeps?". Scholars have also argued "a company
is known by its brands"(Varadaranjan et al., 2006).
Brand as a shorthand
Brands simply refer to an offer or service or a product. According to
Brown (1992) "a brand name is nothing more or less than sum of all the
mental connections people have around it". Consumers under time
constraint are more likely to buy brands with names they recognize
(Chevan, 1992).
Brand as identity system
As per Kapferer (1992) a brand has an identity structure with six
integrated facets of culture, personality, self-projection, physique,
reflection, and relationship. Product features, symbols constitute the
physical part of the brand, while character and attitude constitute the brand
personality, set of values for the culture, and so on and so forth. A brand is
much more beyond just a symbol or a label. It is positioned as an identity
of its own in the minds of a consumer.
Brand as an image in the consumer's mind
"A brand is a consumer's idea of a product" (Pitcher 1985). This image is
not-so-easily-erasable one in the mind of a consumer. Image can be
positive or negative depending on the kind of brand marketing activity and
the brand's delivery system against its' promise.
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not only empathize with their customers but also with their partners.
Which brings us to the point of regular and timely service to trade.
Volvo’s new digital initiative called "Contactless Programme" is a classic
example in this case. It is online car buying and servicing. Prospective
buyers are asked to fill in an E-book with the required details and Volvo
reaches out to the customer, enables the customer to pay online with
digitized finance offers and an online channel to buy the car and get a
contactless delivery. Existing customers can go online and book their car
for servicing at the nearest dealer location. Volvo cars is known for safety
technology and they live up to their core value by empathizing with their
customers via their new "Contactless Program".
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FigureA2.Source: Twitter.com
Enlarge
Brands need to have a big heart for not unnecessarily raising the prices of
the products during the pandemic. So brands need to enlarge their hearts.
Endure the loss in profits or rate of profit for a bigger gain. Organizations
hardly defocus from their revenue targets. Management must set a
precedent in such crisis times in particular and prioritize customer over
revenue. And that is being sensitive to the crisis situation. Customers will
appreciate it. And do not forget that the customers will remember the
brands who exploit the situation and take undue advantage of the situation
and they will remember not in a good light and not on a pleasant note. On
the other hand, extend extra offers and services to the customers. The offer
may be in terms of pricing or in terms of service or in terms of gift
coupons and so on and so forth. It doesn't matter in what form they come,
it will be welcomed. Only under the circumstances where your cost goes
substantially high and becomes impossible to absorb the cost within, only
then price rise as an option can be considered.
Embrace
What is heart to the body is employees to the organization. Embrace them.
Do not just lay them off. Customers will respect the brands or
organizations which take good care of their people. Remember happy
employees happy partners happy customers. You cannot afford a
disgruntled employee treating the customer with slightest disrespect during
a pandemic at the least. American grocery chain Trader Joe's initiative of
telling their employees who are not well to stay home gained accolades
from the customers. Essentially keep the employees with you and keep
them engaged and happy at the time of pandemic. Bring in renewed focus
upon existing subscriber base and reduce focus up on getting new
acquisitions. Customers may not like it in the midst of a crisis answering
the calls by the tele-calling agencies pushing for a sale. Instead leverage
your existing customers and delight them and turn your existing customers
as "Promoters" who will turn into strong brand ambassadors for you
during the crisis and remain so long after the crisis is over.
Erase
Any crisis is an opportunity for the brands to erase bad memories and
create new pleasant moments that can be cherished by for their customers.
This is the time when the customers will respect and remember the brands
that touch upon their lives. So brands need to walk that extra mile and
reach out to the customers. Especially the brands that made mistakes in the
past, this is your golden opportunity to revive and regain.
Enhance
Don't go dark during a crisis. Instead enhance over all branding activity
online, offline, OOH and so on and so forth. Make your brand Omni-
present. This is the time to invest in your brand as a long term brand
initiative. There have been a number of studies which show clear
advantage in more investments and a clear disadvantage for those who go
dark during any crisis. Customers expect brands to advertise and flourish
ahead with branding activity during crisis. Out of sight out of mind can't
be more apt than it is in this situation. Customers will not like it if they
don't hear from you. So brands need to shout out. Follow them and ensure
you create the right buzz. On the traditional side, ensure regular retail
presence in terms of enough POS material in the form of posters, danglers,
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flyers and so on. On the digital side make videos and be present on
YouTube. Brands like Dyson and Lego are making video content and
gaining eyeballs. Back home in India Durex has launched a new brand
campaign that signifies wearing a mask. The campaign is witty and
focuses upon the Durex brand core values. Coca-Cola launched an
innovative brand initiative in Philippines where it ran an advertisement
that all future spending on advertisement is being shifted to public service
announcements linked to fighting the pandemic. So brands wake up and
please don't go dark.
Conclusion
Brands need to adapt to the new business environment and formulate a
new marketing strategy in order to bring in a positive change in the lives
of their customers. They need to ensure that all the e's listed above are in
sync with only one objective and that is drive business better for the
betterment of their customers and therefore drive incremental revenue
market share (IRMS) for the organization. While doing all this, it is
imperative to keep the core values of the brand intact. Remember revenue
takes a back seat and the customer takes the front seat. This, as a policy,
all brands need to quickly adopt during the crisis and long after the crisis is
over and also on a continuous basis, in letter and spirit. Remember Rome
was not built in a day. Neither were brands. But there is always a fast track
approach or a crash course in every sphere of life. And a crisis is such an
inflection point in the life of a brand. If utilized in a wise manner, it will
not be exaggerating to say brand-sustenance and brand-revival can indeed
be fast-tracked during a crisis.
References
1. European Journal of Business and Management. ISSN-2222-1905
(Paper) ISSN 2222-2839 (Online) Vol4, No.3. 2012. Upendra Kumar
Maurya P. Mishra.
2. https://youtu.be/x6sYo4UYFmE Ref: Driving Digital Strategy: A
Guide to Reimagining Your Business-a book by Sunil Gupta Harvard
Business Publishing.
Abstract
With the development in networking technology, has become a boon in
collecting information from all around the world and which has resulted in
dissemination of information. With information all around, consumers are
aware of brands and products from all over the world, and with a good
economic background has influenced consumers to buy conspicuous
goods. This study intends to identify the e-retailing factors in influencing
conspicuous consumption. A structured questionnaire has been developed
and primary data has been collected in order to test the data and come out
with a result. The findings from the study reveals that there are many e-
retailing factors that influence conspicuous consumption, this study has
also identified the characteristics of conspicuous goods and identified the
social media platforms that are powerful in reaching consumers.
Keywords: Conspicuous, Luxury, E-retailing, Social Media.
Introduction
Consumption is no more seen as a simple satisfaction need, but it is seen
as a multi-variance of choices, expression of emotions and presentation of
life, identity construction, implementing social communication and
comparisons. Consumption has become a social lifestyle, where social
disproportions are visualized, social extremities are being formed and
social relations are being formed [Ilyin, 2005 and others]1 . Veblen says,
the means of communication and population mobility presents an
individual to the general public who do not have any other opportunities to
judge the individual’s venerability than those material valuables (and
probably education) that they, being under the direct supervision, are able
to show off [Veblen, 1984: 122]2. In the course of urbanisation process,
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people of luxury lifestyle living and the other group people living humble
lifestyle contradicting in the consumptions style.
Emilia Reis in her study8, “Influencing Factors on Consumer Buying
Behaviour of Luxury Goods-A Research On The Buying Behaviour Of
Young Consumers In Finland” has identified the characteristics of luxury
goods acknowledged by young customers of Finland and also found out
the buying behaviour of young consumers.
Christopher J. Berry9 in his book, “A Conceptual and Historical
Investigation” has defined the usage of luxury goods and used historical
views to explain the adoption of luxury goods. The great merit of Berry’s
work is to show the exact contrary with an intriguing mix of historical and
conceptual analysis. The author also talks about human desires and added
that in theoretical realisation, human desires has no boundary.
Zhang, J.Q., Craciun, G. and Shin, D.10 in their study, “When does
electronic word-of-mouth matter? A study of consumer product reviews”,
have demonstrated the importance of eWOM and also explained the
negative implications of eWOM which can result a negative impact on the
brand in the course of a long run of the business. An effective change in
the management of the business can lower down the duration of the
negative impact on the business, due to eWOM. Words of mouth can be
employed with an intelligent strategy to promote an idea or products.
The above reviews are focussed on conspicuous consumption and
representation to the social trend, reason that lies behind high end pricing,
rational behaviour of consumers on conspicuous consumption, increase of
young shoppers in buying conspicuous goods. This article aims at finding
out e-retailing factors influencing consumers in conspicuous consumption,
this article also aims at determining the characteristics of conspicuous
goods. Social media platforms are used to market the brands among
consumers, this article aims at identifying the social media platforms
influencing conspicuous consumption.
Objective of the Study
This study has three objectives, the first aim of this study is to identify the
factors that influences consumers buying through e-retailing for
conspicuous consumption, the second objective is to determine the
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(Dixit, S. & Sinha K. Amit 201612). The first objective is to identify the
factors that influences consumers buying through e-retailing for
conspicuous consumption
KMO and Bartlett’s Test
KMO is a test that determines the sampling adequacy, which should be
greater than 0.5 for a satisfactory factor analysis to proceed. In the table
the value of Kaiser-Meyer-Olkin measure of sampling adequacy is 0.688
which can be concluded that the sample size is adequate to derive the e-
retailing factors that influences conspicuous consumption.
Table 2.Showing the value of KMO and Bartlett’s Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .688
Bartlett's Test of Approx. Chi-Square 4123.838
Sphericity df 561
Sig. .000
Communalities
Communalities indicates the amount of variance in each variable that is
accounted for. In the table 3 we can see the communalities for 34 variables
that influences conspicuous consumption. In the table we can observe that
the range of the factors are from 55.7% to 89%, this indicates that the
variance for the factors that leads to conspicuous consumption contributes
significantly.
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Total Variance
In table 4 we can find out that all the seven extracted factors are those with
eigenvalue greater than 1. It is concluded that the 34 variables re reduced
to 7 predominant factors with cumulative vale percentage of 20.718,
34.662, 47.674, 58.346, 66.485, 72.689 and 78.788.
Table 4.Showing the Predominant Factors with eigen values (end of
the chapter)
Rotated Component Matrix
In the table it is observed that 33 variables have created six factors, the
first factor can be suitably named as “Product Judgement” with 7 variables
under it. The second factor with 7 variables can be termed as “Online
Features”, the third factor can be named as “Advertisements and Design”
with 6 variables under it, the fourth factor is suitably named as “Social
Media” with 5 variables under it, the fifth factors is termed as “Online
Information” which has 5 variables under it, the sixth factor is termed as
“Finance” with 3 variables under it.
The areas that influence conspicuous consumption online can be classified
into 6 factors. Product Judgement is experienced by any product or brand
before selling. A consumer before buying a conspicuous product, makes
his judgement on the product first, he looks at the quality, durability etc.
before buying a product. When a consumer shops online he looks at the
online features that contributes to his online shopping experience.
Consumers often read the reviews about products before buying it online
as they find it convenient in finding the right product. Advertisements also
play a very important role in influencing consumers in buying conspicuous
goods, advertisements and reviews by influencers in contributes to
conspicuous consumption. Ratings and social media hype about
conspicuous products influences consumers to buy conspicuous goods.
When online information and privacy is available, consumers feel more
comfortable to buy conspicuous goods online, with better pricing and
minimal taxes, online purchases become easy and fun.
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discourse in society and agendas and trends are being set about topics
ranging from environment and poltics to technology and entertainment
industry (Asur & Huberman, 2010).
The third objective is to identify the social media platforms influencing
conspicuous consumption. Thirteen social media platforms have been
taken for this study and the primary data has been tested statistically.
Table 7.One Sample T-Test find out the mean and t value of Social
Media Platforms Influencing Conspicuous Consumption (end of the
chapter)
The above table is the result of the statistical test of the thirteen variables
which has been tested statistically and it is found out that Instagram is the
variable with highest mean value of 4.38. YouTube has received the
second highest mean value with 4.18 and Facebook with third highest
mean value of 3.82. The t value of social media platforms influencing
conspicuous consumption. The table shows Instagram is a variable with
highest t value of 60.693, which signifies that the usage of Instagram is
high and the influencing power to buy conspicuous goods is high. The
variable with second highest t value is YouTube, with value of 53.348,
which signifies that after Instagram influencing power of YouTube to buy
conspicuous goods is high, then with third highest t value of 50.902 is
Facebook.
The study has identified the factors of E-retailing that are influencing in
conspicuous consumption. Six factors have been identified in this study,
the factors are concluded as Product Judgement, Online Features,
Advertisements and design, Social Media, Online Information and
Finance. Before buying any conspicuous goods a consumer, enter into the
stage of product judgement, where the consumer looks at the durability
and quality of the product. Then the next factor consumer gets influenced
with is the features that are available online and not in stores, for example
free shipping, shop at ease while sitting at home, online reviews,
comparison etc. Advertisements and design can be very influencing when
it comes to reputed brand, advertisements with offer information intrigue
consumers to shop. Social media has become a necessary factor for every
business, without social media it has become very hard to reach
consumers. Online information like trending all over media, google search
engines and social media platforms cane be very intriguing to check on the
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product and buy. There are various financial benefits when consumption is
done online, no extra tax, no delivery charge, extra discounts etc. can be
motivating to consume conspicuous goods. This study has also identified
the characters of conspicuous consumption and determined the social
media platforms influencing conspicuous consumption.
Recommendation of the Study
Conspicuous consumption as explained by Solomon and others, is an act
where an individual expresses the wealth visually, that symbolizes high
status consumer behaviour for the urge of social recognition(Solomon,
199214; Mason, 199815; Chaudhuri and Manjumar, 200616). This study is
executed with three objectives, the first is to identify the factors that
influences consumers buying through e-retailing for conspicuous
consumption, the second objective is to determine the characteristics of
conspicuous goods and the third objective is to identify the social media
platforms influencing conspicuous consumption. It has been observed that
six e-retailing factors are identified that influences conspicuous
consumption. These factors can be helpful for marketing the product or
brand to right consumers and through right channel. This study has also
identified various social media platforms, which can be used to advertise
or market a product in the right platforms. The study has determined the
characteristics of conspicuous goods or in other words it has identified the
behaviour or point of view of consumers when it comes to conspicuous
consumption, which will help the production sector in meeting consumer
desire as far as conspicuous consumption is concerned.
Conclusion
In this new generation of advanced technology, consumers are highly
exposed to multiple advertisements due to the presence of mass media
(Zhang et al (2010). This has resulted in dissemination of knowledge and
trends of different countries which has led to the rise in conspicuous
consumption. Berry has said that despite the presence of multiple luxury
brands around us in our existence, defining the term “luxury brand” has
become a difficult job due to its subjective and relative nature (Berry,
1994), a product that cost ten thousand rupees can be a luxury for a
customer but average product for another customer, in this study the
various characteristics of conspicuous goods are tested and the result is
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Table 6.One Sample T-Test find out the mean and t- value of characteristics of conspicuous goods
Test Value = 0
Mean Std. t df Sig. (2-tailed) Mean 95% Confidence
Deviation Difference Interval of the Difference
Lower Upper
Rarity 4.26 .691 62.040 99 < .001 4.240 4.10 4.38
Quality 4.24 .683 61.670 99 < .001 4.260 4.12 4.40
High Price 3.74 .848 44.089 99 < .001 3.740 3.57 3.91
Aesthetics 3.82 .869 43.959 99 < .001 3.820 3.65 3.99
Buying 3.80 .853 44.559 99 < .001 3.800 3.63 3.97
Experience
Heritage 3.76 .818 45.967 99 < .001 3.760 3.60 3.92
Status 3.70 .785 47.136 99 < .001 3.700 3.54 3.86
Extraordinary 3.78 .860 43.972 99 < .001 3.780 3.61 3.95
Symbolism 3.72 .780 47.721 99 < .001 3.720 3.57 3.87
Performance 4.14 .697 59.431 99 < .001 4.140 4.00 4.28
Public Figure 3.78 .860 43.972 99 < .001 3.780 3.61 3.95
Source: Compound Data
Table 7.One Sample T-Test find out the mean and t value of
Social Media Platforms Influencing Conspicuous Consumption
Test Value = 0
Mean Std. t df Sig. (2-tailed) Mean 95% Confidence
Deviation Difference Interval of the
Difference
Lower Upper
Instagram 4.38 .722 60.693 99 < .001 4.380 4.24 4.52
Facebook 3.82 .716 50.902 99 < .001 4.180 4.02 4.34
Twitter 3.48 .926 37.566 99 < .001 3.480 3.30 3.66
YouTube 4.18 .821 53.348 99 < .001 3.820 3.68 3.96
WhatsApp 3.18 .957 33.212 99 < .001 3.180 2.99 3.37
Messenger 3.02 .910 33.191 99 < .001 3.020 2.84 3.20
WeChat 2.42 .987 24.529 99 < .001 2.420 2.22 2.62
Tumblr 2.70 .835 32.341 99 < .001 2.700 2.53 2.87
Reddit 2.76 .976 28.288 99 < .001 2.760 2.57 2.95
LinkedIn 2.78 .991 28.062 99 < .001 2.780 2.58 2.98
Snapchat 3.22 .881 39.690 99 < .001 3.220 3.06 3.38
Pinterest 3.02 .953 31.681 99 < .001 3.020 2.83 3.21
Telegram 2.98 .864 34.477 99 < .001 2.980 2.81 3.15
Source: Compound Data
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