Current Issue : April - June Volume : 2014 Issue Number : 2 Articles : 5 Articles
Untapped rural market is booming now day due to increase in purchasing power of rural consumers and continuous demand for household electronics products. Objective of this study was to analyze the impact of key influencing factors on buying decision of rural consumer and influence of retailers, price and promotion on the buying behaviour. In order to extend literature beyond the domain of rural market, this study was conducted in the context of household electronics products stores. In addition, as with department stores, a wide variety of customers visit electronics stores making the sample more representative of the total population. The study was conducted in the Maharashtra state, in rural area which have franchised and privately-owned small retailer store. The sample was obtained using cluster sampling. Customers visiting a particular store at that time were approached as they left the store and data was collected with a personally administered survey. Nominal and ordinal scale was used to collect responses. Spearman’s rank correlation co-efficient Rho test, Yule’s’ Q for association of attributes and Karl Pearson’s Chi-square test for independence of variables were used for analysis with the help of SPSS 19 software. On the basis of this study it is concluded that first, retailers play key role of gatekeeper in the purchase decision making of rural consumers. Second, Value for money always matter for the rural consumers while purchasing the household electronic goods. There is positive association between demand by customers and price of products. Third, It is concluded that promotion scheme affect the consumers’ behavior....
The purpose of this paper is to examine four finest perfume brands. Two metaphor based\r\npersonification methods-mood-boards and job-sorting are employed to study the association that the\r\nparticipants have with the brands. Both methods use open ended assignments to decipher how\r\nparticipants think or feel about the research object in question. The study analyses the congruent\r\nvalidity of the two methods and differences in their ability to personify the chosen brands of deu. Both\r\nmethods yielded almost similar outcomes, thereby reiterating that the two methods possess congruent\r\nvalidity. The latter part of the paper analyses the brand personality characteristics that were connected\r\nto the celebrities and jobs, as identified in the mood-boards and job-sorting exercise respectively.\r\nSWOCC Brand Personality Scale, which is a further elaboration of Aaker�s brand personality research,\r\nwas used to provide a list of the personality characteristics....
The purpose of this paper is to examine the issues related to the marketing practices\r\nimplemented by the Greek company, Leon Tamaris & Co, producing and importing footwear.\r\nThus, the companyââ?¬â?¢s target market and competition are examined, a PEST and a SWOT\r\nanalysis are performed and the marketing mix is presented.\r\nTo gain an initial understanding of the marketing practices employed by the company, the\r\ncase study method was employed, since its fundamental characteristic is the ââ?¬Å?focus on a\r\nparticular setting or eventââ?¬Â.\r\nThe findings showed that the company, despite the economic crisis that has hit Greece and\r\nthe strong competition has encouraging results, its market share remains stable and an\r\nincrease in its sales is expected. The companyââ?¬â?¢s products are of high quality and prices are\r\ngood, thus it has a good fame in the market as a company offering ââ?¬Ë?value for moneyââ?¬â?¢. It has\r\nits own retail network and well trained employees and is trying to select the right employees\r\nto best fill all the positions. The company conducts market researches to identify customersââ?¬â?¢\r\nneeds and assess their satisfaction.\r\nThis paper can add to the present pool of knowledge in the footwear sector, since it is one of\r\nthe very few that have provided an important insight in the marketing practices in the Greek\r\nfootwear sector. The results of the study support the findings of other studies mentioned in\r\nthe literature and they can be of definite interest and potential value to managers in this\r\nsector....
Nowadays, the mobile phone industry in Taiwan is undergoing great competition. To\r\nunderstand more about the customer behavior in mobile phone industry, this research aims to\r\ninvestigate the influences of perceived brand quality (PBQ) and perceived brand prestige\r\n(PBP) on consumer purchase likelihood (CPL) of HTC and iPhone brands among Taiwanese\r\ncollege students. Quantitative research method is applied in this study. The data was collected\r\nfrom university students in Central Taiwan, then the data was analyzed using Statistical\r\nPackage for the Social Sciences (SPSS) 20. Total of 475 questionnaires were distributed, 452\r\nquestionnaires were collected, but 439 were usable. The results of this study support previous\r\nstudies, and indicate that perceived brand quality and perceived brand prestige are two main\r\nfactors influencing consumer purchase likelihood of both HTC and iPhone mobile phones in\r\nTaiwan. In addition, this study discovers that for Taiwanese university students, when\r\ncomparing HTC and iPhone, HTC�s quality has a higher influence on CPL than iPhone. On\r\nthe other hand, consumers� perception of iPhone prestige is higher than HTC�s prestige. In\r\nshort, Taiwanese consumers will choose HTC because of its perceived quality, and they would choose iPhone, because of its perceived prestige....
Although consumers� generally have positive attitudes towards ethically conscious behaviors,\r\ntheir actions are not unequivocally consistent with attitudes. Consumer research to understand\r\nthe adoption of ethically conscious behaviors is therefore important. This paper makes a crosscultural\r\nanalysis of consumers� ethical decision making process in the context of environment\r\nconsciousness (Europe, USA and China). A model of individual ethical decision making is\r\npresented and tested empirically. We suggest that the information targeted to convince the\r\nconsumers to engage in ethically conscious behaviors should appeal three subdivisions of their\r\nbelief structure; the information part, the concern part, and the self-belief part....
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