a peer reviewed international journalicmrr.org/august_2013/ijmrr/0821300full.pdftable showing the...
TRANSCRIPT
www.icm
rr.or
g
SR. NO. P A R T I C U L A RS PAGE NO.
1.
A STUDY ON CONSUMER BEHAVIOUR AAVIN MILK AND MILK
PRODUCTS WITH SPECIAL REFERENCE TO SALEM DISTRICT
R.ARUL P.KANNAN
1-6
2.
A COMPARATIVE STUDY ON COMPETITIVE BENCHMARKING OF
CATERPILLAR 770G AND HITACHI EH 600 OFF HIGHWAY TRUCKS
IN INDIA
G.SARAVANAN Dr.P.VIKKRAMAN
7-16
3.
A STUDY ON IMPACT OF RETAIL STORE STRATEGY AMONG
CUSTOMERS OF SUPER MARKETS IN CHENNAI CITY
DDr.R.RADJAMANOGARY B.SAIPRIYA
17-23
4.
QUALITY PERCEPTION IN RAILWAY PASSENGER SERVICE (WITH
SPECIAL REFERENCE TO KARAIKUDI TOWN)
Dr. D. ANDREWS SCOTT
24-40
5.
CITY WOMEN CONSUMERS' SELF DECISION INFLUENCE ON
PURCHASE OF DURABLE GOODS
K.MARICHAMY
41-47
6 EFFECTIVENESS OF ADVERTISEMENTS AND PROMOTIONAL
STRATEGIES IN AUTOMOBILE INDUSTRY
BALAKRISHNAN R DAVID WINSTER PRAVEENRAJ D
48-55
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.i
cmrr
.org
A Peer Reviewed International Journal
IJMRR
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN: 2321 -0346
www.icm
rr.or
g
1
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
A STUDY ON CONSUMER BEHAVIOUR AAVIN MILK AND MILK PRODUCTS
WITH SPECIAL REFERENCE TO SALEM DISTRICT
R.ARUL1 P.KANNAN
2
1Assistant Professor, Department of Management Studies, Annai Mathammal Sheela
Engineering College, Erumapatty, Namakkal (District), Tamilnadu, India 2Research Scholar in Management, Research and Development Centre, Bharathiar
University, Coimbatore, Tamil Nadu, India
ABSTRACT
In this study we present the evolution of brand preference of milk among customers in Salem
City. Though the price of all branded milks are at par, the customers prefer a particular brand due to some
reason. it may be because of the price, quality, service or advertisement provided by branded milks. The
Essence of being in business by any business outfits is to produce for sales and profits. In order to remain
in business an organization must generate enough sales from its products to cover operating costs and
post reasonable profits. Considering, therefore, the importance of sales on business survival and the
connection between customers and sales, it is expedient for organizations to engage in programs that can
influence consumer decision to purchase its products. This is where the brand management is relevant.
Key words: Business Strategy, Brand management.
1. INTRODUCTION
There is increasing interest in understanding how and why AAVIN milk preference and choice
strategies vary with experience in a product category. A deeper understanding of such choice dynamics
can help managers design marketing programs that evolve with their customers over time. Such
knowledge may also help managers more accurately evaluate the lifetime value of a customer. Despite the
importance of these topics, few studies have examined the effect of product category experience on brand
choice in an effort to understand how preference evolves over purchase. Zinn, Walter; Liu, Peter C.
Journal of Business Logistics29. 2 (2008) Studies of consumer response to stockouts typically capture
intended behavior. After a stockout experience, consumers are asked what they intend to do. In contrast,
this research measured both intended and actual behavior. Consumers were interviewed twice; once
immediately following the stockout experience to gauge intended behavior and a second time 30 days
A Peer Reviewed International Journal
IJMRR
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN: 2321 -0346
www.icm
rr.or
g
2
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
later to ask what they had actually done in response to the stockout. Accordingly, the goals of this
research are to (1) compare consumer actual and intended behavior in response to stockouts and (2)
examine product characteristics, consumer characteristics and situational variables that may explain the
consumer's response.
Key results suggest that indicated behavior is a good indicator of actual behavior in situations
where the consumer intends to quit the search and a rather poor indicator when the consumer intends to
delay the search. Finally, of the several product characteristics, consumer characteristics and situational
variables examined, store loyalty, pre-visit agenda and product uniqueness have shown most promise to
help managers understand consumer actual and intended response to stockouts. Szerényi, Zsuzsanna
Marjainé; Zsóka, Ágnes; Széchy, Anna. An Enterprise Odyssey. International Conference Proceedings:
1501-1515,1517,11,18,21. Zagreb: University of Zagreb, Faculty of Economics and Business. (May 26-
May 29, 2010)
This study examined the relationship of consumer values, needs and purchase behavior in two
Asian consumer markets, China and South Korea.. Consumers in both country markets exhibited brand
loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each
need through brand loyal behavior differed between the two consumer samples.
While for brand-loyal Chinese consumers experiential image was the most important aspect of
the branded apparel appeal to female consumers, social image with performance quality assurance was a
more important feature of the branded apparel appeal to consumers in Korea. Implications for brand
image management for international markets were discussed. Hoyer, Wayne D; Stokburger-sauer, Nicola
E. Academy of Marketing Science. Journal40. 1 (Jan 2012): 167-180.
2. OBJECTIVES OF THE STUDY
1. To Study The Consumer Behaviour At Aavin milk
2. To Identify the factors influencing the purchase of Aavin milk and its product
3. To give suggestions to the management for better sales of their products.
4.
3. SCOPE OF THE STUDY
The study highlights the importance of Aavin milk in Salem city among the people. The common
problems faced by the consumers were also highlighted in this study. It also provides certain remedial
measures to eradicate the problems and to prove the performance of Aavin milk.
4. LIMITATIONS OF THE STUDY
The market survey was conducted only in Salem city. The survey method was adopted
for collecting the data in the study has its own limitations. Only selected of consumer behaviour
has been selected for this study.
5. RESEARCH DESIGN
The research design used for this project by the researcher is descriptive research design.
ISSN: 2321 -0346
www.icm
rr.or
g
3
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
5.1 SAMPLING DESIGN
5.1.1 POPULATION
It was study from the public about the consumer brand preference towards Aavin
milk references to city through data collected by interview schedules.
5.1.2 SAMPLING
Sampling is an object of the population for a particular study and members of the sample are the
study subjects. In these study 200respondents we have chosen from Salem city.
5.1.3 SAMPLING TECHNIQUE
The total population is initially divided by different area in Salem city. Using convenience
technique the sampling units were selected for the study and the information were collected from them.
TABLE NO.1
TABLE SHOWING THE FREQUENCY LEVEL OF BUYING
Frequency in buying No. of respondents Percentage
Once in a day 150 75
Twice in a day 40 20
Once in a week 5 2.5
Occasionally 5 2.5
Total 200 100
INTERPRETATION
From the table it is clear that, 75% of respondents prefer to buy Aavin milk once in a day,
20% of respondents prefer to buy Aavin milk twice in a day, 2.5% of respondents prefer to buy Aavin
milk once in a week and 2.5% of respondents prefer to buy milk occasionally.
TABLE NO.2
TABLE SHOWING THE CONSUMER PREFERENCE TOWARDS AAVIN PRODUCTS
Customer preference No. of respondents Percentage
Milk 120 60
Sweets 25 12.5
Curd 30 15
Butter 25 12.5
Total 200 100
INTERPRETATION
From the table it is clear that, 60% of respondents prefer to buy Aavin milk ,12.5% of
respondents prefer to buy Aavin sweets ,15% of respondents prefer to buy Aavin curd and 12.5% of
respondents prefer to aavin butter
ISSN: 2321 -0346
www.icm
rr.or
g
4
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
TABLE NO. 3
TABLE SHOWING THE CUSTOMERS PREFERENCE TOWARDS QUANTITY
Quantity No. of respondents Percentage
2 Litre 20 10
1 Litre 160 80
½ Litre 10 5
¼ Litre 10 5
Total 200 100
INTERPRETATION
From the table it is clear that, 10% of respondents buy 2 liter of milk per day,80% of respondents
prefer to buy1 liter ,5% of respondents buy ½ Liter and 5% of respondents buy ¼ per day.
TABLE NO. 4
TABLE SHOWING THE REASON OF PURCHASE
Reason of purchase No. of Respondents Percentage
Quality 120 60
Freshness 25 12.5
Neat package 15 7.5
Easy availability 40 20
Total 200 100
INTERPRETATION
From the above table it is clear that, 60% of respondents prefer to buy aavin milk due to
quality, 12.5% of respondents prefer to buy due to freshness, 15% of respondents buy due to neat package
and 20% of respondents buy because of easy availability.
TABLE NO.5
TABLE SHOWING THE PRICE LEVEL
Price level No. of Respondents Percentage
Strongly Agree 50 25
Agree 100 50
Neither agree nor disagree 25 12.5
Disagree 20 10
Strongly Disagree 5 2.5
Total 200 100
INTERPRETATION
From the above table it is clear that, 25% of respondents are strongly agree with the price
level of aavin milk, 50% of the respondents are agreed, 12.5% of the respondents are neither agree nor
disagree,10% of respondents are disagree and 2.5% of respondents are strongly disagree.
ISSN: 2321 -0346
www.icm
rr.or
g
5
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
TABLE NO.6
TABLE SHOWING THE QUALITY LEVEL
Quality level No. of Respondents Percentage
Strongly Agree 40 20
Agree 120 60
Neither agree nor disagree 30 15
Disagree 5 2.5
Strongly Disagree 5 2.5
Total 200 100
INTERPRETATION
From the above table it is clear that, 20% of respondents are strongly agree with the
quality of aavin milk, 60% of the respondents are agreed, 15% of the respondents are neither agree nor
disagree,2.5% of respondents are disagree and 2.5% of respondents are strongly disagree.
TABLE NO.7
TABLE SHOWING THE OVERALL SATISFACTION OF CONSUMERS COMPARED
TO OTHER PRODUCTS
Satisfaction level of consumers No. of Respondents Percentage
Highly satisfy 100 50
Satisfy 80 40
Neutral 10 5
Dissatisfy 5 2.5
Highly dissatisfy 5 2.5
Total 200 100
INTERPRETATION
From the above table it is clear that, 50% of the respondents are highly satisfy with the
aavin milk& milk products when compared to other products, 40% of the respondents are satisfied, 5% of
the respondents are neutrally accept the statement ,2.5% of respondents are dissatisfied and 2.5% of
respondents are highly dissatisfied.
5.1.4 SUGGESTIONS
1. The amount spent on the advertisement is very low; most of the people still don’t know what all the
products available in the Aavin stall are. The sales of the Aavin products can only be increased only if
people know about them and the only way to achieve is by advertisement. Various Aavin product names
can be made to display along with the pneumonic symbol at the side of the Aavin vehicles and in the
stalls.
2. Advertisement plays a crucial role in promoting the products. A small ad can be given in the front
page of the local daily regarding the qualities of the Aavin milk products once in a week. This will create
some awareness about the Aavin milk products.
3. The sales of the Aavin milk and milk products can be increased by setting a Aavin stall at the Erode
Railway station. Since the Erode junction being the hub to many rail routes, hundreds of trains from all
over India pass through the junction so surely there will be a huge response from the train travelers for the
Aavin milk and milk products.
ISSN: 2321 -0346
www.icm
rr.or
g
6
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
4. The sale can also be increased by some sales strategies. Since most of the consumers belong to
middle and lower middle class category they will not be able to pay the money daily so credit system can
be followed by collecting some deposit at the starting itself. Free door delivery can also increase the sales
of the Aavin products.
5. Automatic vending booths may be installed in main areas in the Erode town to facilitate the
customers to purchase milk round the clock.
6. Aavin website may be updated and popularized.
6. CONCLUSION
Promotion of sales and knowing consumer behavior are important aspects for selling the
product and achieve the highest sales level in the market. Through this study, we conducted the research
entitled ―A study on Consumer Behavior and Sales Promotion of Aavin Milk and Milk Product. This
study helps us to know the sales promotion strategies adopted by the company and consumer perception
towards the product. It also provides the steps to improve the sales in future and attain the highest growth
level in the market.
7. REFERENCE
1. Zinn, Walter; Liu, Peter C, (2008), Journal of Business Logistics vol 29. 2
2. Szerényi, Zsuzsanna Marjainé; Zsóka, Ágnes; Széchy, Anna. An Enterprise Odyssey. International
Conference Proceedings: 1501-1515,1517,11,18,21. Zagreb: University of Zagreb, Faculty of Economics
and Business. (May 26-May 29, 2010)
3. Hoyer, Wayne D; Stokburger-sauer, Nicola E. Academy of Marketing Science. Journal40. 1 (Jan
2012): 167-180.
ISSN: 2321 -0346
www.icm
rr.or
g
7
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
A COMPARATIVE STUDY ON COMPETITIVE BENCHMARKING OF
CATERPILLAR 770G AND HITACHI EH 600 OFF HIGHWAY TRUCKS IN INDIA
G.SARAVANAN1 Dr.P.VIKKRAMAN
2
1Research Scholar, Anna University & NPI Program Manager, Caterpillar India Private
Limited 2Associate Professor & HOD, Dept of Mgt Studies, Anna University, Regional Centre,
Coimbatore
ABSTRACT
Technological innovation is one of the principal determinants of business success. New product
development is one of the most important components of product policy and product management.
Product lines and products are appraised and are positioned effectively. For a higher level of growth, a
firm has to look beyond its existing products. A progressive firm has to consider new product
development as a cardinal element of its product policy. A business firm has to respond to these dynamic
requirements of its clientele and these responses take the shape of new products and new services.
Through such a response, the firm reaps a good deal of benefits. Production Studies of the new model of
trucks with the competitor machines and generating Production Study data to substantiate the advantages
of the new trucks over the competitors adds competitive edge value to New Product The results of this
study determines how systematic adherence of New Product Introduction process at Caterpillar for the
introduction of 40/50 ton rear dump trucks has paved way for the successful production launch of its
products and how Caterpillar 40/50T products were subjected to competitive benchmarking with similar
class products of competitors and emerged superior over competitors with regard to product performance
and reliability. In the process of study, the objectives are pre-determined. The methodology has been
designed to fulfill the objectives for the study.
Key Words: Competitive Benchmarking, New Product Introduction, Production Study, Product Launch.
1. INTRODUCTION
Technological innovation is one of the principal determinants of business success. New product
development is one of the most important components of product policy and product management.
Product lines and products are appraise and are positioned effectively. Brand decisions are taken wisely.
A Peer Reviewed International Journal
IJMRR
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN: 2321 -0346
www.icm
rr.or
g
8
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
For a higher level of growth, a firm has to look beyond its existing products. A progressive firm has to
consider new product development as a cardinal
element of its product policy.
Innovation is the essence of all growth. This is especially true in marketing. In an age of technological
advancements, change is a natural outcome – change in food habits, change in expectations and
requirements. Any business has to be vigilant to these changes taking place in its environment. People
always seek better products, greater convenience, newer fashion and more value for money.
New products become part and parcel of the growth requirements of the firm and in many cases, new
profits come to the firm only through new products. New products can be broadly classified into two
groups: new products arising out of technological innovations and new products arising out of marketing
oriented modifications. The first group involves innovations leading to intrinsically new products with a
new functional utility behind them. The second group involves mere marketing oriented innovations in
existing products; it gives rise to new versions of the existing products.
2. COMPETITIVE BENCHMARKING
Benchmarking is used to compare the organization’s processes or products to other
organizations, either internal or external to their own industry. This comparison can be on specific
product features, or can be on broad customer service categories, such as product delivery, product
warranty, etc.
The concept of benchmarking is important to achieving IPD. Benchmarking can be used in
support of IPD to improve the design process. During the initial design phase, a technique such as QFD
can be used to identify those issues that should be considered the most important to the customer. By
focusing on these issues, the design team can use benchmarking to identify other organizations that are
considered the best at each area. For example, if expediting product delivery is considered a strong
customer demand, organizations considered as “world class” in that area should be used as the
benchmark. By studying and adopting the “best practices” of industry, product and process can be
designed to deliver total customer satisfaction.
3. BENCHMARKING PROCESS STEPS
Following are the typical benchmarking process steps that are widely used.
a) Identify what is to be benchmarked.
b) Identify competitive companies.
c) Determine data collection method and collect data.
d) Determine current performance levels.
e) Project future performance levels.
f) Communicate benchmark findings and gain acceptance.
g) Establish functional goals.
h) Develop action plans.
i) Implement specific actions and monitor progress.
j) Recalibrate benchmarks
ISSN: 2321 -0346
www.icm
rr.or
g
9
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
4. BENCHMARKING GUIDELINES
Benchmarking consists of five basic phases: the planning phase, analysis phase, integration, action,
and maturity.
The planning phase is concerned with laying the foundation for the benchmarking effort. This phase
begins with the identification of the aspects of the organization that are to be benchmarked. After
identifying what to benchmark, we must identify those leading companies and organizations that we will
be comparing ourselves against. Finally, planning concludes with the determination of how data will be
collected.
The analysis phase is directed at understanding the organization’s current process practices and those of
the organizations being used as a benchmark. What we want is to understand and assess the strengths and
weaknesses of our internal performance. The questions that must be answered at this junction are: Is the
benchmark organization better? Why are they better? By how much? What best practices are they using
now or anticipated? How can we incorporate or adapt these practices into our organization? By
identifying these performance differences we can determine the improvement necessary to perform at the
same level as the “best”.
The integration phase translates the benchmarking investigation into a set of performance goals/targets.
This phase begins with management’s acceptance of the benchmark findings. In addition, the findings
must be communicated to all levels of the organization; the communication process lays the foundation
for establishing performance targets. The key to benchmarking is the conversion of the benchmark
findings into a set of operational principles which the organization can endorse and that can be used to
evaluate their performance.
The action phase is where change is initiated. This is where the findings of the benchmarking study are
incorporated into processes. This is also where plans for updating the benchmarking study and re-
evaluation is done.
Finally, the maturity phase is reached when the industry best practices are incorporated into the
organization’s processes and the organization as established itself has an industry leader.
5. SCALE PREPARATION
On-site studies utilizing truck scales are conducted for a number of purposes. Typically, they are
used to validate the measurements taken from the on-board payload system, be it TPMS or VIMS. In
other cases, weigh studies are conducted by tyre suppliers to quantify tyre performance and TKPH
estimates.
Production (or “Job”) studies typically involve a greater number of people involved in the measurement
of loading tool cycles. Trucks from the loading tool under observation will then be weighed to enable
calculation and verification of production rates.
Weigh studies typically involve the simple comparison of on board payload measurement to actual
weights recorded by scales. These are often performed as a contractual requirement, or where there is
dispute regarding the on board measurement of payloads.
ISSN: 2321 -0346
www.icm
rr.or
g
10
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Pre-Installation Checks and Preparation
The location of the pads must suit the track width of the truck models being weighed.
If a tyre company is involved in the production study, they may want to know the split not only
between left and right, but the splits by tyre position. In other cases, a site may be running a
mixed fleet of equipment. Measurement and assessment of the track width and dual spacing of
trucks on site is necessary to determine scale spacing.
In addition, the dimensions of the entry and exit pads to the scales must be considered.
The pads MUST be at the same height as the scale pads to ensure accuracy of scale results.
The pads should be 1.5 times the length of the truck wheelbase.
Scale Pad Area Preparation
Visually determine the location of the most level section of ground in the weigh area to locate the
scale pads.
Using pegs, string line, tape measures and spray paint, mark out the area required for the scale
pads.
If the area is visually level, use a rake to clear loose material from the surface. Otherwise, utilise a
motor grader or track-type tractor to level the area.
Ensure no rocks protrude. They will point load the scale pads and result in measurement
inaccuracy.
Check for flatness: the scale pad contact surface must have a surface flatness of 50mm or less.
One way to measure this is via string line:
Install stakes at each corner of the scale pad surface.
Starting at one corner, run a string line to each of the other pegs, ensuring they are perfectly level
as indicated by a string line level.
Measure from the ground up to the string line. The difference between any two measurements
(including diagonals) must not exceed 50mm.
NOTE: If a laser level or Surveyor with GPS equipment is available, they should be used in lieu
of a string line.
Recut the surface if it exceeds the flatness specification. DO NOT FILL low points as these have
the potential for shrinkage at a later time.
Using crusher dust or any fine material available on site, place a light screening on the pad
mounting area. This should be approximately 10-20mm thick. It is not intended to fill large holes
– only to distribute the load of the scale pads evenly.
Scale Installation
Inspect the scale pads to determine the identification number and location of cable connections.
Determine the orientation of the pads to achieve correct cable connections and location of
operator station.
Using the crane, lift and place the scale pads into position indicated by the paint marks or corner
pegs. Ensure the spacing between the pads suits the trucks on site.
ISSN: 2321 -0346
www.icm
rr.or
g
11
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Using spirit levels, string lines, laser levels or surveyor’s GPS equipment, check the surface of the
pads is still within the 50mm flatness specification.
If out of specification, remove the pads and correct the floor shape.
Entry/Exit Pad Preparation
Once satisfied with the position and level of the scale pads, prepare the entry and exit pads.
Obtain material to form the pads. In essence, this will be a road for the duration of the scale study
and must withstand repeated loading and maintain its structure. Usually, one or two loads of
material either side of the scale pads will be sufficient.
Using a track-type tractor or motor grader, have the pads formed to allow the unweighed axle to
rest at the same level as the axle on the scales. If pads are not constructed carefully, measurement
inaccuracy will result. The pad must be within 50mm of the height of the scale pads
(measured at location of the wheel on the pad).
Compact the pad using loaded trucks. Two passes is sufficient to begin with. Correct any
compaction that has occurred.
Using string lines, or more preferably, mine surveyors, ensure the heights of the entry and exit
pads are within specification.
Testing
After entry and exit pads have been compacted and checked for the correct heights, the load cell
results can be tested.
Connect cables between pads 1 and 2, connect the two cables between pad 1 and the operator
station module, connect power to the module from main supply or 12V, and switch the unit on.
For more detailed instructions, refer to the operation manuals accompanying the scales.
Allow the scales to warm up. Zero the displays.
Have an assistant stand on the corner of each load cell. The display should read “0.1”, which is
the assistant’s body mass (rounded to the resolution of the display – 0.1 tonnes or 100kg). If not,
check all cable connections and try again.
A light vehicle can be used to check scale pad readings. Check each axle on both scale pads.
Using an empty truck, test the scales again.
Perform a “Figure 8” test: repeat the above test from the opposite direction. The results from the
two tests should differ by less than 1% and after accurate installation will be around 0.5%.
ISSN: 2321 -0346
www.icm
rr.or
g
12
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
6. STATEMENT OF THE PROBLEM
Caterpillar, Inc. USA, is the world largest and leading manufacturer of construction and mining
machines, diesel and natural gas engines and industrial gas turbines. Caterpillar products and components
are manufactured worldwide.
Caterpillar India Private Limited (CIPL) is a 100% subsidiary of Caterpillar, Inc. USA. CIPL
manufactures Off-Highway dump trucks, front end loaders, hydraulic excavators and backhoe loaders.
These products are used in open cast mining, quarrying, irrigation, steel plants, cement plants, power
plants in the field of construction and material handling.
With the growing prospects in the Emerging market and to establish Caterpillar’s Worldwide market
leadership Off-Highway Truck group needs to launch a worldwide platform for the 40/50T to address
both emerging market and developed market needs by providing our customers the best value proposition
at a fair price. To address the pricing sensitivities in emerging markets it would be beneficial to leverage
the lower cost of producing the emerging markets offering at the CIPL plant. The study scope addresses
key customer, business, and regulatory requirements by delivering content that creates value, generating
stockholder wealth.
Product Description / Content
The primary machine changes that provide these deliverables are:
One Worldwide Platform – One WW Design & one WW Process
Lower O&O cost by providing best in class serviceability.
Improved Shift Quality
Improved Economy Mode
Tire Protection
Improved TCS & Lines Routing
Improved Operator comfort
Weight & Cost Reduction
Competitive Benchmarking
Competitive Benchmarking is the “Production Study” carried out by the OEM by comparing its
class of its product to the similar class of product of the competitor. This will necessitate establishing the
advantages and positive selling features with respect to performance over the competitor machines in the
market. The 2 major factors of comparison are Fuel Consumption and Productivity. The positive selling
features include lesser fuel consumption per hour and higher productivity measured in Fuel/Ton ratio.
ISSN: 2321 -0346
www.icm
rr.or
g
13
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
7. OBJECTIVES OF THE STUDY
Based on the New Product introduction Framework and Competitive Benchmarking, the research
objectives of the study is confined to:
Estimate potential productivity & theoretical productivity
Measure and compare fuel consumption
Measure actual truck cycle times & productivity
Compare performance with competition
Carry out Production Studies of the new model of trucks with the competitor machines and
generate Production Study data to substantiate the advantages of the new trucks over the
competitors;
Document lessons learnt and create scope for further improvements in the future programs.
8. RESEARCH METHODOLOGY
Research Design
In the present study, descriptive design was followed. Singh (1980) defined descriptive research
as a design to explain the characteristics of the variables as it is. In business research we quite often use
the term Ex post facto research for descriptive research studies. The main characteristic of this method is
that the researcher has no control over the variables; he can only report what has happened or what is
happening. The methods of research utilized in descriptive research are survey or study methods of all
kinds, including comparative and correlational methods. In the present study, it is related to the adherence
of the New Production Introduction process and the results of the production studies to place the new
product in the market. It is based on predetermined objectives and methodology. In the process of study,
the objectives are pre-determined. The methodology has been designed to fulfill the objectives for the
study.
9. SUMMARY OF THE FINDINGS
The present study concludes on the successful introduction of 40/50T Off-Highway Trucks to the
Growth Markets. The study provides benefits of following the rigorous NPI Process. The study details on
the Voice of the Customer (VOC) and Voice of the Business (VOB) analysis carried out upfront before
starting the NPI program, as mentioned in Figure 7.1
ISSN: 2321 -0346
www.icm
rr.or
g
14
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Figure 7.1 – VOC and VOB
The study rolls out the 8 phases of the Caterpillar New Product Introduction (NPI) Process and the
Metrics that govern it. It also details about the elaborate tools used in the NPI Process and the benefits
that arise due to following those tools.
The study unwinds the Strategy behind introducing 40/50T Off-Highway Trucks in Growth Markets and
its impact on Indian Economy and Growth. Selection of features that suit Growth Markets as mentioned
in Figure 7.2 and their effective utilization are clearly explained during defining the program goals.
The study reveals the Value Analysis (VET Analysis) of the features incorporated in the newly introduced
40/50T Off-Highway truck model. Production studies and competitive benchmarking of 40/50T Off-
Highway truck model with competitor machines of similar class provided an opportunity to validate the
performance of the newly introduced products in the market and provides a story for value selling and
higher returns, as depicted in Figures 7.5 and 7.6
770 / 772 Titan "X" Series
Information Systems / Electronics
Product Link X
Fluid Level Monitoring X
Economy Mode X X X
Autoidle/Autoshutdown X X
Messenger Display X
Advisor/CMPD Display X
Tire Pressure Monitoring X
TKPH X
Guardian X
Ground Level ET Port X X X
TPMS X
Cab and Operator Environment
Tilt Cab X
Heated Mirrors X
Power Mirror X
Foot rest X X
Hinged & Sliding RH Window X
Power Left Window X
Trainer Seat, Lap belt X X X
Seatbelt Indicator X
HID Lights X
ISO 5006 Visibility Package X
1 WAVS Package X
3 WAVS Package X
EU Arrangement (incl. suspension) X
Heater X
Autotemp
Air Conditioning X
Double Floor X
Radio Mounting Bracket X X
Map Light X X
Cigarette Lighter X X
Deluxe Instrument Cluster X X
Fuel Level Indicator - Cab X X X
Base
(Tender)
EM
(Private) Dev. Mkt. ATT
770 / 772 Titan "X" Series
Body
Dual Slope Body X
Flat Floor Body
8mm Liner (must select one)
12mm Liner (must select one)
16mm Liner (must select one)
20 mm Liner (must select one)
25mm Liner (must select one)
50mm Rubber (must select one)
100mm Rubber (must select one)
Various Sideboards
Safety
Retractable Ground Level Access System X
Improved Brake Slope Holding Capability X
Fire Supression Zone X
Self Adjusting Back-Up Alarm (audio/visual) X
Performance
ARC X
Extended Life Disc Brakes X
Cold Weather Starter X
Engine Heater 120V X
Engine Heater 240V X
Diesel Fuel Heater X
Compression Brake X
Exhaust Body Heat Routing X X X
Exhaust Muffler X
Exhaust Body Heat/Muffler Diverter X
TCS X
ECPC X
Advanced Shift Control X X
Serviceability
Ingress / Egress Lights X X
Engine Compartment Lights X
Side Work Lights X
High Speed Oil Change X X
Ground Level Grease Fittings X X
Groeneveld Auto Lube Power Supply Ready X X
Base
(Tender)
EM
(Private) Dev. Mkt. ATT
ISSN: 2321 -0346
www.icm
rr.or
g
15
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Figure 7.5 – Value Analysis
Figure 7.6 – Competitive Benchmarking
CAT 770G (40T) vs Competitor machine A
- 21% higher productivity o 12% higher payload o 5% faster haul time
- 3% lower fuel consumption - 24% metric ton/litre advantage CAT 772G (50T) vs Competitor machine B
- 12% higher productivity o 12% higher payload o 6% faster haul time
- 20% lower fuel consumption - 40% metric ton/litre advantage
ISSN: 2321 -0346
www.icm
rr.or
g
16
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
10. CONCLUSION
The study reconciles the deliverables that are needed for effective product production launch and
the Reflection Analysis provides insight on the positives happened in the NPI Program and improvements
that are needed as lessons learned in future programs. The results of this study determines how systematic
adherence of New Product Introduction process at Caterpillar for the introduction of 40/50 ton rear dump
trucks has paved way for the successful production launch of its products and how Caterpillar 40/50T
products were subjected to competitive benchmarking with similar class products of competitors and
emerged superior over competitors with regard to product performance and reliability.
11. SCOPE FOR THE FUTURE
The present study is the base for many studies to follow. The Reflection Analysis opens door for
many research works for young scholars. The lessons learned from the New Production Introduction
Process provides opportunities to look for new avenues and methodologies to improve the effectiveness
of the NPI process and reduce the lead time for NPI programs. The Production Studies provide base for
further studies with other competitor models and improve value selling in the growth markets. The study
also provides ample opportunities for future study in effective ways of handling and managing
Engineering changes and implementation. The PPRD Analysis sets up new platform for young scholars to
effectively capture analyze and manage customer issues.
12. BIBLIOGRAPHY
a. New Product Development & Introduction – SAP AG
b. New Product Development Process – Food Marketing Economics Magazine Fall 2008
c. New Product Development – Managing and Forecasting for Strategic Success – Robert J. Thomas
d. New Product Development Solutions – Tata Consultancy Services
e. New Product Development – Product Development & Management Association of India
f. New Product Development Process – Steps to develop New Products and Services – more
Business.com
g. New Product Development Research – B2B International
h. New Product Introduction – Caterpillar University
i. Road Map for New Product Development – Product Development Institute, Inc.
j. Hauler Review Guide – Edition 1, Vol 2009 ycvxCompetitive Benchmarking – Vol 2008 –
Caterpillar University
ISSN: 2321 -0346
www.icm
rr.or
g
17
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
A STUDY ON IMPACT OF RETAIL STORE STRATEGY AMONG CUSTOMERS OF
SUPER MARKETS IN CHENNAI CITY
1 2
1Professor, St.Joseph’s College of Engineering, Old Mamallapuram Road, Jeppiar nagar,
Chennai 2Assistant Professor, Asan Memorial Institute of Management, Velachery-Tambaram Road,
Chennai
ABSTRACT
Retail is India's largest industry with vast employment opportunities after agriculture and it has
the deepest penetration in rural India, generating more than 10% of India's GDP. In India the retail
market is large accounting for 10-11% of the GDP. India has largest retail outlet density in the world with
close to 10 million outlets today. These factors prove that retailing sector would be facing tremendous
growth in the future. In India the retail segment is still in the nascent phase. Most of the retailers are new
entrants to this sector. Most of the growth has been in the big cities and slowly the same would catch up
in other cities. In today's customer driven economy the power has shifted from the manufacturer to the
retailer. The retailer has gained prominence and the entire economy is becoming retailer-driven.
For the purpose of data collection supermarkets in Chennai city has been selected. Various factors
that would influence brand building of these supermarkets would be specifically analyzed and
conclusions would be drawn. Understanding how a retailer should be positioned and how the brand
assortment sold by the retailer is related to its image are thus of critical importance. Some retailers have
managed their brands more effectively than others, as is evident in their performance.
Keywords: Retail store, GDP, customer, supermarkets
1. INTRODUCTION:
Supermarkets chains now have extensive ranges of own branded products and it has now reached 50% of
grocery sales. However, developing the store as a brand is different from and goes beyond using own-
A Peer Reviewed International Journal
IJMRR
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Dr.R.RADJAMANOGARY B.SAIPRIYA
ISSN: 2321 -0346
www.icm
rr.or
g
18
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
label products. It requires a change in outlook from traditional retailing management, which tends to deal
with the various components of the retail format such as product range and store design, on a non-
integrated basis. Retail branding creates a brand preference, which goes beyond the product or service in
itself.
Retail brands get built by developing personal relationships with consumers rather than only through
product and pricing. Retailers use advertising to build their brands and promotions to drive store traffic.
Retailers have, still not felt the concept of individual customer communication outside the stores as a
necessity. It is necessary that they seek to add a new form of dialogue with their customers. The quality of
in-store service is a key factor in differentiating the retailer and winning a higher share of customer base.
The Staff must be trained and motivated to recognize the regular customers to the supermarket and to
offer them superior service.Successful retailing has always been said to be about getting the right type of
merchandising, forecasting, the supply chain, training and recruitment of high quality personnel and
category management.
Indian retailers should understand that the retail experience has become a popular leisure activity and
they are vulnerable to any new competition for customers’ entertainment.It is the quality and value of the
retail brands that they have sought to establish that will determine the loyalty of the retail shopper in
future. This study thus focuses on determining the retail store elements involved in customers choice of
store selection with special reference to supermarkets in Chennai city.
2. OBJECTIVES OF THE STUDY:
1. To determine the factors influencing consumers in choosing a particular supermarket.
2. To find out whether the variety of merchandise influence consumers’ selection of particular
supermarket.
3. To understand the effectiveness of store atmospherics influencing the consumers in choosing a
supermarket.
4. To study the level and quality of customer service in the supermarkets.
3. STATEMENT OF THE PROBLEM
In the competitive retail environment the customers look for experiences that a supermarket can
provide while delivering the products /services. Supermarkets tend to provide services that would increase
the value of merchandise by combining the tangible deliverables with the intangible such as courtesy,
access and reliability. The starting point of creating a unique brand identity is to identify the opportunities
for the target customer segment. This requires is in understanding their lifestyles as well as the customers’
needs and expectations. The building of a retail brand image of s supermarket is associated with
determining the specific value proposition that would be offered to the end consumers. The marketing
efforts of supermarkets have to fashion an image around the brand that is consistent with the same
benefits and also the various factors that would draw the consumers to the store. This study hence focuses
on identifying the appropriate brand building strategies that would help the supermarkets around the
Chennai city to enhance its brand image and would also create unique positioning in the minds of the
target consumer groups.
ISSN: 2321 -0346
www.icm
rr.or
g
19
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
4. SCOPE OF THE STUDY
This study on retail brand building of supermarkets in Chennai city would help in understanding and
identifying the strategies that are to be adopted by the retailers in developing their brand image. The
proposed research portrays the various issues involved in creating a unique brand identity of supermarkets
among the consumers. The present study would also identify the reasons associated with consumers’
choice of selecting a supermarket when compared with its competitors. This research would be also
provides the relative importance of brand building of supermarkets to excel in the present competitive
environment. This study would thus be of immense help to future researchers to understand the highly
valued brand of supermarkets in Chennai city.
5. RESEARCH METHODOLOGY:
Research is an intensive study in a particular field to achieve at a better conclusion of a problem.
Research Methodology is a systematic way of solving the problem. The methodologies followed for this
study are as follows.
Research Design
The research design is the basic framework or a plan for a study that guides the collection of data
and analysis of data. In this market survey the design used is Descriptive Research Design. It includes
surveys and fact-finding enquiries of different kinds.
Moreover cross table analysis has been done for processing the data and information is derived to
attain the objectives of the study.
Sampling Design
Population
The consumers of Chennai city would be taken for analyzing and generating the findings, which
is applicable for total market.
Sampling Technique
Simple Random Sampling Method is used to collect data.
Sample Size
The size of the sample is 106.
Sample Unit
The respondents of the study are part of population of Chennai city. Each family is considered to
be the sampling unit
Data Collection methods
The collection of data is considered to be one of the most important aspects in the research
methodology. Both primary and secondary data is used in this study in order to meet the requirements of
the purpose.
Primary Data
ISSN: 2321 -0346
www.icm
rr.or
g
20
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Under this study primary data would be collected by using Structured Questionnaire. The
structured questionnaire consists of both open-ended and closed-ended questions. The primary data has
been collected through the questionnaire by means of personal interview. The questionnaire consists of
number of questions printed in a definite order on a form. The primary data was collected from
individuals residing in Chennai City, with the help of questionnaire.
Secondary Data
The secondary data are sourced from various retail marketing websites, Magazines, Books,
Pamphlets, Periodical Surveys etc.
Tools Used
The collected data were analyzed with the help of the following tools by using SPSS Package.
Percentage analysis
Chi-square test
6. DATA ANALYSIS AND INTERPRETATION
SIMPLE PERCENTAGE METHOD
TABLE 4.1.1 GENDER OF THE RESPONDENTS
Gender Frequency Percentage
MALE 56 53
FEMALE 60 57
106 100
4.2 MONTHLY INCOME
Monthly Income Frequency Percentage
>10000 14 13.2
10-20K 50 47.2
20-30K 21 19.8
30-40K 21 19.8
Total 106 100.0
4.3 FREQUENCY OF STORE VISIT
Visit Frequency Percent
Daily 14 13.2
Once a wk 15 14.2
Thricea wk 21 19.8
Monthly 21 19.8
ISSN: 2321 -0346
www.icm
rr.or
g
21
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Rarely 35 33.0
Total 106 100.0
CHI SQUARE TEST
Null hypothesis: There is significant relation between frequency of store visits and new arrivals in the store.
Alternate hypothesis: There is no significant relation between frequency of store visits and new arrivals in the
store
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 34.398 3 .000
Likelihood Ratio 35.228 3 .000
Linear-by-Linear Association .234 1 .628
N of Valid Cases 106
INFERENCE:-
From the above table it is clear that there exists relationship between the frequency of store visits and
new arrivals in the store.
5.2 Null hypothesis:
Null hypothesis: There is significant relation between monthly income and purchase decision.
Alternate hypothesis: There is no significant relation monthly income and purchase decision.
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 18.367 2 .000
Likelihood Ratio 26.566 2 .000
Linear-by-Linear
Association
12.342 1 .000
N of Valid Cases 106
INFERENCE:-
From the above table it is clear that there exists relationship between monthly income and purchase
decision.
Null hypothesis: There is significant relation between frequency of store visit and effective billing procedure l
Alternate hypothesis: There is no significant relation between frequency of store visit and effective billing
procedure l
ISSN: 2321 -0346
www.icm
rr.or
g
22
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 34.800 4 .000
Likelihood Ratio 42.435 4 .000
Linear-by-Linear
Association
2.664 1 .103
N of Valid Cases 106
INFERENCE:-
From the above table it is clear that there exists relationship frequency of store visit and effective
billing procedure.
Null hypothesis: There is significant relation between gender and perception towards store environment.
Alternate hypothesis: There is no significant relation between gender and perception towards store
environment.
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 48.803 2 .000
Likelihood Ratio 58.631 2 .000
Linear-by-Linear
Association
41.419 1 .000
N of Valid Cases 106
INFERENCE:-
From the above table it is clear that there exists no relationship gender and perception towards store
environment.
7. FINDINGS OF THE STUDY
1. The respondents visiting the supermarkets are 50% and above females.
2. The customers of the supermarkets fall into the income category between
3. 10000-2000.
4. Regarding the frequency of store visits customers have divergent opinions . Few customers visit
rarely and few of them visit frequently.
5. Customers are satisfied with the billing system in their supermarkets.
8. SUGGESTIONS
There are various positive aspects shown by the customers towards the store design and product availability in
the stores. Customer’s loyalty towards a store could be maintained only through adequate customer service by
the staff and attending to their queries promptly. The promotional tool play a crucial role in developing the
ISSN: 2321 -0346
www.icm
rr.or
g
23
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
brand equity of customers. These aspects have to be properly designed and implemented by the stores for
customer retention and customer store loyalty.
9. CONCLUSION
This study is a clear indicator of the factors contributing to the brand equity of customers of various
stores. Also customers expectations of store design has been understood in this study. These insights provide a
clear picture for the retailers to build their brand image based on customer expectations.
REFERENCES
1. Pearson Stewart (1996) Building BrandsDirectly, Macmillan Press, London.
2. Knapp Duane E. ( 2000 ) The Brand Mindset, McGraw Hill New York NY.
3. Crane Tony ( 2004) ‘Battling the price chasm’, The Ashridge 360 Jounal.
4. Tony Kent (2003) Management and design perspectives on retail branding, International Journal of Retail
and Distribution Management, Vol.31 No.3, pp. 131-42.
5. ‘What’s eating Indian retailing?’ Business Standard , 10 July 2001.
6. ‘When you see color, think of petrol pumps’, Business Standard, 22 September 2004.
7. ‘Piping hot business’, Business Standard, 10 December 2004 Mall Wonder’, Economic Times, 1 April 2003.
8. ‘The Benetton Make over’ The Hindu Business Line, 07 August 2003
ISSN: 2321 -0346
www.icm
rr.or
g
24
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
QUALITY PERCEPTION IN RAILWAY PASSENGER SERVICE (WITH SPECIAL
REFERENCE TO KARAIKUDI TOWN)
Dr. D. ANDREWS SCOTT
Assistant Professor of Commerce, Alagappa Govt. Arts College, Karaikudi
ABSTRACT
The purpose of this study is to contribute to the literature of service quality importance in railway
passenger service. The study has been based upon the Servqual technique providing southern railways.
The study is undertaken from the perspective of the customers' perceptions. The five dimensions of
service quality measurement are Reliability, Responsiveness, Assurance, Empathy; Tangibles have been
examined to demonstrate the significance of service quality on customer satisfaction. The results endorse
the importance of enhanced complementary service standards in railway passenger services. Finally, the
findings provides there exists a negative gap between the perception and expectation with regards to all
the five dimensions of service quality such as Tangibles, Reliability, Responsiveness, Assurance and
Empathy. A wider negative gap is recorded on tangibility dimension and empathy dimension of service
quality.
.
Keywords: Passenger service GAP; servqual; customer satisfaction, Customer expectations,
1. INTRODUCTION
Customer is the most important person for any business enterprise. The business revolves around
the customer. The more the Customer behavior is learnt, the more the needs and wants of the customers
are fulfilled. The customer fulfillment response determines their level of satisfaction which is the key for
successful business. The difference between customer‟s expectation and experience, that is the perception
of actual services, leaves a gap which leads to dissatisfaction.
2. CUSTOMER EXPECTATION AND PERCEPTI0N
Customer expectations are the beliefs about service delivery that serve as standards or reference
points against which performance is judged. As customers compare their perceptions of performance with
A Peer Reviewed International Journal
IJMRR
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN: 2321 -0346
www.icm
rr.or
g
25
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
these reference points when evaluating service quality, thorough knowledge about customer expectations
is critical to services marketers. How customers perceive services, how they assess whether they have
experienced quality service, and whether they are satisfied are the various dimensions of customer
perceptions. Perceptions are always considered relative expectations. Knowing what the customer expects
is the first and possibly most critical step in delivering quality service. Being wrong about what customers
want can mean losing a customer‟s business when another company hits the target exactly.
3. SERVICE QUALITY AND CUSTOMER PERCEPTION
Service quality is a comparison of expectations with performance. In a linguistic sense, quality
originates from the Latin word „qualis‟ which means „such as the thing really is‟. There is an international
definition of quality, the „degree to which a set of inherent characteristics fulfils requirements‟ (BS EN
ISO 9000 (2000)
Quality can be defined as fitness for use, meeting customer requirements, and freedom from
deficiencies. In other words, quality is defined by the customer by meeting or exceeding their
requirements. Service quality is a critical element of customer perceptions. In the case of pure services
(e.g. health care, financial services, railway sector and education), service quality will be a dominant
element of customers‟ evaluations. In cases in which customer services or services are offered in
combination with a physical product also service quality may be very critical in determining satisfaction.
4. DIMENSIONS OF SERVICE QUALITY
The dimensions of service quality have been identified through the pioneering research of Parsu
Parasuraman, Vlarie Zeithaml, and Leonard burry. Their research identified five specific dimensions of
service quality that apply across a variety of service contexts. They are:
Reliability: ability to perform the promised service dependably and accurately
Responsiveness: willingness to help customers and provide to prompt services
Assurance: employees‟ knowledge and courtesy and their ability to inspire confidence
Empathy: caring and individualized attention given to customers
Tangibles: appearances of physical facilities, equipment, personal and written materials
A customer's expectation of a particular service is determined by factors such as
recommendations, personal needs and past experiences. The expected service and the perceived service
sometimes may not be equal, thus leaving a gap. Service quality becomes a customer judgment and
results from comparisons by customers of e expectations of service with their perceptions of actual
service delivered (see Gronroos 1984: Berry et al. 1985, 1988). If there is a short fall, then a service
quality gap exists which providers would wish to close. The concept of service quality gaps was
developed from the extensive research of Berry and his colleagues (Parasuraman et al. 1985: Zeithmal et
al. 1988). They defined service quality to be a function of the gap between customers‟ expectations of a
service and their perceptions of actual service delivery by an organization, and suggested that this gap is
influenced by several other gaps which may occur in an organization.
ISSN: 2321 -0346
www.icm
rr.or
g
26
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
5. STATEMENT OF THE PROBLEM
Customer satisfaction is the ultimate aim and understanding their behavior is the challenge of
every business enterprise. Customer satisfaction is driven by the quality of the product or service. Service
quality is the decisive factor for any service organization to create the difference and obtain competition
advantage. Indian Railway, more than 150 years old, is among one of the largest and oldest systems in the
world and its passenger service constitutes 60% of the transport output. However, it is reported that, a
very limited researches have been done on its service operations. A study on consumer behavior with
regards to the services rendered by the railway especially their expectations with regards to the quality of
the services, their perceptions on the service quality and the gap existing in between the expectation and
& perception gain very much importance in this context, which will help to assess and enhance the
railway especially passenger service quality. This is a study of such kind. The quality perception of the
passengers with regards to the railway passenger services rendered by Southern Railway in the study area
is the main focus of the study.
Review of related studies
The literature pertaining to relationship among service quality, customer's satisfaction and their
behavioural intention can be divided into two groups. The first, service management literature, proposes
that the service quality influences the customer satisfaction (Cronin et al., 2000; Dabholkar et al., 2000
and Schemenner 2004). The service quality is identified as the determinants of customer satisfaction in
banking (Naceur et al., 2002). The relative importance of service quality attached with customer
satisfaction and their behavioural intention is highlighted by Niki et al., (2006). The direct and indirect
links between service quality and the customers satisfaction and their behavioural intention are analysed
with the help of structural equation modeling (Festus and Maxwell, 2006).
Research Gap
The above said previous studies are analyzing the perception on service quality in railway
passenger services by customer satisfaction only on the SERVQUAL scale measure. There is no
exclusive study on the impact of perception on customer's satisfaction under different demographic
profile. Hence, a research models have been generated to fill up the research gap.
6. OBJECTIVES OF THE STUDY
The overall objectives of this study are to assess the passengers‟ service quality perception with
regards to the passengers‟ services rendered by southern railway. The following are its specific objectives.
1. To study the expectation and perception levels of the railway passengers with regard to the
railway passengers service.
2. To identify the gap between passengers expectation and perception.
3. To suggest the ways to eliminate the gap and to improve the service quality offered by southern
railways.
7. METHODOLOGY OF THE STUDY
The present study is an empirical research based on survey method. Primary data were collected
directly from the passengers of southern railway in the study area by using a pre-structured interview
schedule. The collected data were coded, tabulated and analyzed with the help of statistical tool
ISSN: 2321 -0346
www.icm
rr.or
g
27
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
SERVEQUAL and inferences have been drawn on the basis of the analysis. The sample size was
determined as 100 and the respondents were selected on the basis of Convenience sampling method.
8. SCOPE OF THE STUDY
This study deals with the assessment of passengers‟ quality perception on passenger services
rendered by Southern Railways in Karaikudi town. It is based on the investigation made through
interview method with the help of pre structured interview schedule. The passengers of Southern Railway
in the study area were chosen as the respondents for the study and the study was conducted during month
of June 2013.
9. LIMITATIONS OF THE STUDY
This study is subject to the following limitations. Due to time and other constraints the sample
size was confined to 100 which are small in number. Since the study is based on primary data, the
researcher had to depend on the information given by the respondents which might be biased. The study
was restricted to Karaikudi town area only. Therefore, the inferences cannot be generalized.
10. ANALYSIS AND INTERPRETATION OF DATA
This part deals with analysis and interpretation of the data. The data collected through the pre-
structured interview schedule from the selected sample respondents were tabulated, analyzed and
interpreted with the application of statistical tool SERVQUAL and within the light of the objectives of the
study. The demography of the passengers, their travel behavior, their service quality expectation and
perception the gap between the expectations and perception are the different dimensions of the analysis
the results and inferences of which are presented below.
11. DEMOGRAPHY OF THE PASSENGERS
The demographic profile of the railway passengers in the study area is presented in the table 1.
The passengers are classified on the basis of their demographic characteristics such as age, gender, area of
residence, educational qualification, monthly income and occupational status which are exhibited in the
following table.
ISSN: 2321 -0346
www.icm
rr.or
g
28
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
TABLE 1
PASSENGERS’ DEMOGRAPHY
Dimension Category No. Of the respondents Percentage
AGE
Below 30 23 23
31 – 40 17 17
41 – 50 26 26
51 – 60 16 16
Above 60 18 18
Total 100 100
Gender
Male 64 64
Female 36 36
Total 100 100
AREA
Rural 33 33
Semi-urban 41 41
Urban 26 26
Total 100 100
EDUCATIONAL
QUALIFICATION
Primary 2 2
Secondary 11 11
Higher Secondary 11 11
Diploma courses 12 12
Graduates 30 30
Post Graduate 22 22
Professional 12 12
Total 100 100
INCOME
Below 10,000 14 14
10,001- 20,000 34 34
20,001- 30,000 24 24
30,001- 40,000 16 16
Above 40,001 12 12
Total 100 100
OCCUPATION
Daily wagers 8 8
Businessmen 21 21
Agriculturist 4 4
Govt. Employee 20 20
Pvt. Employee 24 24
Student 15 15
Home Makers 8 8
Total 100 100
Source: Primary data
ISSN: 2321 -0346
www.icm
rr.or
g
29
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
TRAVEL BEHAVIOUR
The travel behavior consisting of their purposes of travel and choice of the service package of the
railway passengers in the study area has been studied by the researcher and the results are exhibited
below.
TABLE 2
TRAVEL BEHAVIOUR OF THE PASSENGERS
Dimension Category No. Of the respondents Percentage
PURPOSE OF
TRAVEL
Employment 15 15
Business 9 9
Personal 41 41
Tourism 21 21
Education 14 14
Total 100 100
CHOICE OF THE
SERVICE
PACKAGE
A/C Coach I Class 5 5
A/C Coach II Class 9 9
A/C Coach III Class 10 10
Reserved coach 45 45
Unreserved coach 31 31
Total 100 100
Source Primary data
SERVICE QUALITY PERCEPTION
The service quality is determined by several factors. The factors depend on the type of service
offered. In the analysis of service quality, there are various tools and service methods available among
which SERVQUAL is the most popular one. In the service quality analysis SERVQUAL scale is the older
and popular tool. In this study, the researcher has adopted the SERVQUAL scale for analyzing the
passenger service quality of southern railways in the study area.
In the SERVQUAL scale the service quality is analyzed under five different heads such as
tangibility dimensions, reliability dimensions, responsiveness dimensions, assurance dimensions and
empathy dimensions. The expectation and the perception of commuters of southern railways with regards
to all these five dimensions have been assessed and the gap of passengers‟ perception and expectation was
calculated applying SERVQUAL model.
In SERVQUAL Model, the attributes of service quality are considered equal to be calculated. The
expression of evaluation model is as follows:
Score of perception of Service Quality
Pi - Score of perception of indicator 1
Ei - Score of perception of indicator 1
ISSN: 2321 -0346
www.icm
rr.or
g
30
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Then, add all the scores in the sample in order to get arithmetic average scores, which is called
the average score of service quality
In the expression AVSQ - average score of service quality
SQ i -- perception of service quality of passenger 1
N – Total numbers in sample
The five dimensions of service quality in case of railway passengers‟ service and the calculation
of average SERVQUAL perception score for each dimension are described below:
TANGIBILITY
The tangibility dimension of Service Quality refers to the appearance of the physical
surroundings, infrastructure facilities, equipment and the personnel of a company. In other words, the
tangible dimension is about creating first hand impressions. A company should want all their customers to
get a unique positive and never forgetting first hand impression, this would make them more likely to
return in the future. Tangibility dimension relating to southern railway passenger services include many
factors among which eight important factors have been taken for the study. There are: Infrastructure and
physical facilities at stations, Infrastructure and physical facilities in trains, Neat appearance of the Staff,
Visual appeal of time table and Display boards, Cleanliness of the station and train, Peripheral services
(food, medical facilities, refreshment)in the train, Adaptation of latest technology in providing services
and Layout and Beautification of the station.
In the study of tangibility dimensions the expectation and perception of the passengers are
analyzed under Likert‟s five point scale and weighted mean scores are arrived. The following table
provides the level of expectation and perception of the railway passengers with regards to the above
factors.
TABLE 3
TANGIBILITY DIMENSION – SERVQUAL RESULTS
TANGIBILITY
FACTOR
DIMENSIONS
EXPECTATION
(E)
PERCEPTION
(P)
MEAN
GAP
SCORE
(P – E)
Avg.
SERVQUAL P
Score for
Tangibility
1. Infrastructure and
physical facilities at
stations 4.28 3.24 -1.04
2.Infrastructure and
physical facilities in
trains 4.00 3.14 -0.86
3. Neat appearance of
the Staff 4.00 3.16 -0.84
ISSN: 2321 -0346
www.icm
rr.or
g
31
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
TANGIBILITY
FACTOR
DIMENSIONS
EXPECTATION
(E)
PERCEPTION
(P)
MEAN
GAP
SCORE
(P – E)
3.125
4. Visual appeal of time
table and Display boards 3.68 3.16 -0.52
5. Cleanliness of the
station and train 4.32 2.84 -1.48
6. Peripheral services
(food, medical facilities,
refreshment)in the train 4.40 2.98 -1.42
7.Adaptation of latest
technology in providing
services 4.08 3.18 -0.90
8.Layout and
Beautification of the
station 4.00 3.30 -0.70
32.76 / 8 = 4.1 25 / 8 = 3.12 -0.97
Average un weighted Tangibility Gap score (gap score/8) -0.97
Source: Primary Data
The above table 3 shows the expectation and perception of passengers on the tangibility
dimension. It also shows the mean gap between the perception and expectation. In the analysis of
expectation of passengers it was found that the highly expected tangibility dimension is peripheral
services (Expectation Weighted score 4.4) such as food, medical facilities, refreshment and the like. The
next highly expected tangibility dimension is cleanliness of the station and train (Expectation Weighted
score 4.32) which is followed by infrastructure and physical facilities at stations (Expectation Weighted
score 4.28). It is inferred that people expect better service on peripheral services such as food, medical
facilities, refreshment and the like.
In the analysis of perception on tangibility dimensions of the passenger service of southern
railway, the lowest level perception is recorded on cleanliness of the station and train (Perception
weighted score 2.84) which is followed by the perception on peripheral services (Perception weighted
score 2.98) such as food, medical facilities, refreshment and the like. The level perception on
infrastructure and physical facilities in train is recorded with a perception weighted score of 3.14. It is
inferred that, among the various tangibility dimensions people perceive that cleanliness is very poor.
While analyzing the weighted average mean gap between the perception and expectation, a wider
negative gap is recorded on cleanliness of the station and train (mean gap score P-E -1.48) and peripheral
services (mean gap score P-E -1.42). It is understood that the level of expectation of passengers of
southern railway are not full on all the factors of tangibility dimension since all the factors recorded a
negative gap and a wider gap is shown on cleanliness.
The average weighted gap score (P-E) for the tangibility dimension of customer Satisfaction is -
0.97.
ISSN: 2321 -0346
www.icm
rr.or
g
32
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
RELIABILITY
The reliability Dimension of Service Quality refers to how the company is performing and
completing their promised service, quality and accuracy within the given set requirements between the
company and the customer. Reliability is just as important as a goof first hand impression, because every
customer want to know if their supplier is reliable and fulfill the set requirements with satisfaction.
Reliability dimension relating to southern railway passenger services include many factors among which
seven important factors have been taken for the study. They are: Accuracy in Record keeping, Accuracy
in timing of train, Adherence to punctuality of trains, Updated information about status of train during
travel, Problem solving and grievance handling, Security to passengers and their things and Cancellation
and refunding facility. In the study of Reliability dimensions, the expectation and perception of the
passengers are analyzed under Likert‟s five point scale and weighted mean scores are arrived. The
following table provides the level of expectation and perception of the railway passengers with regards to
the above factors.
TABLE 4
RELIABILITY DIMENSION – SERVQUAL RESULTS
Source: Primary Data
The above table 4 shows the expectation and perception of passengers on the reliability
dimension. It also shows the mean gap between the perception and expectation. In the analysis of
RELIABILITY
FACTOR
DIMENSIONS
EXPECTATION
(E)
PERCEPT
ION
(P)
MEAN
GAP
SCORE
(P – E)
Avg.
SERVQUAL
P Score for
Reliability
9. Accuracy in Record keeping 4.08 3.54 -0.54
3.30
10.Accuracy in timing of train 4.10 3.42 -0.68
11. Adherence to punctuality of
trains 4.22 3.38 -0.84
12. Updated information about
status of train during travel 3.88 3.22 -0.66
13. Problem solving and grievance
handling 4.16 2.86 -1.30
14. Security to passengers and their
things 4.28 3.00 -1.28
15. Cancellation and refunding
facility
4.24 3.68 -0.56
28.96/7= 4.10
23.1/7=
3.30
-0.80
Average un weighted Reliability Gap score ( gap score/7) -0.80
ISSN: 2321 -0346
www.icm
rr.or
g
33
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
expectation of passengers it was found that the highly expected reliability dimension is Security services
to things and passengers (Expectation Weighted score 4.28), the next highly expected reliability
dimension is Cancellation and refunding (Expectation Weighted score 4.24), which is followed by
Railways adheres to punctuality of trains (Expectation Weighted score 4.22). It is inferred that people
expect better service on Security services to things and passengers. In the analysis of perception on
reliability dimensions of the passenger services of southern railway, the lowest level perception is
recorded on Problem solving and grievance handling problem (Perception weighted score 2.86) which is
followed by the perception on Security services to things and passengers (Perception weighted score
3.00), next low level perception is recorded on Updated information about status of train during travel
(Perception weighted score 3.22). It is inferred that, among the various reliability dimensions people
perceive that Problem solving and grievance handling problem is very poor.
While analyzing the weighted average mean gap between the perception and expectation, a wider
negative gap is recorded on Security services to things and passengers (Mean gap score -1.28) and
Problem solving and grievance handling problem (Mean gap score -1.30) It is understood that the level of
expectation of passengers of southern railway are not full on all the factor of reliability dimension. Since
all the factors recorded a negative gap and a Wider gap is shown on Security services to things and
passengers.
The average weighted gap score (P-E) for the reliability dimension of customer Satisfaction is -
0.80.
RESPONSIVENESS
The responsiveness Dimension of Service Quality refers to the willingness of the company to
help its customers in providing them with a good, quality and fast service. This is also a very important
dimension, because every customer feels more valued if they get the best possible quality in the service.
Responsiveness dimension relating to southern railway passenger services include many factors among
which four important factors have been taken for the study. They are: Provision of sufficient information
to passengers on their needs, Prompt service by the employees to passengers, Employees‟ willingness to
help and Availability of staff in handling requests and grievances.
In the study of the Responsiveness dimensions, the expectation and perception of the passengers
are analyzed under Likert‟s five point scale and weighted mean scores are arrived. The following table
provides the level of expectation and perception of the railway passengers with regards to the above
factors.
ISSN: 2321 -0346
www.icm
rr.or
g
34
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
TABLE 5
RESPONSIVENESS DIMENSION – SERVQUAL RESULTS
RESPONSIVENESS
FACTOR
DIMENSIONS
EXPECTATION
(E)
PERCEPTION
(P)
MEAN
GAP
SCORE
(P – E)
Avg.
SERVQUAL P
Score for
Tangibility
16.Provision of sufficient
information to passengers
on their needs 4.42 3.36 -1.06
3.40 17. Prompt service by the
employees to passengers 4.14 3.38 -0.76
18. Employees‟ willingness
to help 4.14 3.56 -0.58
19. Availability of staff in
handling requests and
grievances 4.22 3.30 -0.92
16.92/4= 4.23 13.6/4= 3.40 -0.83
Average un weighted Responsiveness Gap score ( gap score/7) -0.83
Source: Primary Data
The above table 5 shows the expectation and perception of passengers on the Responsiveness
dimension. It also shows the mean gap between the perception and expectation. In the analysis of
expectation of passengers it was found that the highly expected Responsiveness dimension is Railway
staffs provide sufficient information to passengers on their needs (Expectation weighted score 4.42), the
next highly expected Responsiveness dimension is Availability of staff in handling requests and
grievances (Expectation weighted score 4.22), which is followed by Railway employees give prompt
service to passengers and Railway employees are always willing to help (Expectation Weighted score
4.14). It is inferred that people expect better service on Railway staffs provide sufficient information to
passengers on their needs.
In the analysis of perception on Responsiveness dimensions of the passenger service of southern
railway the lowest level perception is recorded on Availability of staff in handling requests and
grievances (Perception weighted score 3.30) which is followed by the perception on Railway staffs
provide sufficient information to passengers on their needs (Perception weighted score 3.36) next low
level perception is recorded on Railway employees give prompt service to passengers (Perception
weighted score 3.38). It is inferred that among various Responsiveness dimensions people feel that
Availability of staff and handling requests and grievances is very poor.
While analyzing the weighted average mean gap between the perception and expectation wider a
negative gap is recorded on Railway staffs provide sufficient information to passengers on their needs
(mean gap score -1.06) and Availability of staff n handling requests and grievances (mean gap score P-E -
0.92) It is understand that the level of expectation of passenger of southern railway are not full on all the
factor of Responsiveness dimension. Since all the factors recorded a negative gap and a wider gap is show
on Railway staffs provide sufficient information to passengers on their needs.
ISSN: 2321 -0346
www.icm
rr.or
g
35
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
The average weighted gap score (P-E) for the Responsiveness dimension of customer Satisfaction
is -0.83.
ASSURANCE
The assurance dimension of Service Quality refers to whether the company's employees are
skilled and able to gain the trust and confidence of the customers? If the customers are not comfortable
with the employees, there are a rather large chance that the customers will not return to do further
business with the company.
Assurance dimension relating to southern railway passengers services include many factors
among which five important factors have been taken for the study. They are: Trustworthiness of Railway
department, Safety in travel courteousness of employee, Employees knowledge to answer passengers‟
questions and information to passengers about delay.
In the study of Assurance dimensions the expectation and perception of the passengers are
analyzed under Likert‟s five point scale and weighted mean scores are arrived. The following table
provides the level of expectation and perception of the railway passengers with regards to the above
factors.
TABLE 6
ASSURANCE DIMENSION – SERVQUAL RESULTS
ASSURANCE
FACTOR
DIMENSIONS
EXPECTATION
(E)
PERCEPTION
(P)
MEAN
GAP
SCORE
(P – E)
Avg. SERVQUAL
P Score for
Tangibility
20. Trustworthiness of
Railway department 4.38 3.46 -0.92
3.476
21.Safety in travel 4.52 3.46 -1.06
22. courteousness of
employee 4.16 3.58 -0.58
23. Employees
knowledge to answer
passengers questions 4.06 3.40 -0.66
24. Information to
passengers about delay 4.20 3.48 -0.72
21.32/5= 4.264 17.38/5= 3.476 -0.788
Average un weighted Assurance Gap score ( gap score/7) -0.79
Source: Primary Data
The table 6 shows the expectation and perception of passengers on the Assurance dimension. It
also shows the mean gap between the perception and expectation. In the analysis of expectation of
passengers it was found that the highly expected Assurance dimensions is Safety in travel (Expectation
Weighted score 4.52) the next highly expected Assurance dimension is Trustworthiness of Railway
departments (Expectation Weighted score 4.38), which is followed by being informed if there are delays
(Expectation Weighted score 4.20). It is inferred that people expect better service on Safety in travel.
ISSN: 2321 -0346
www.icm
rr.or
g
36
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
In the analysis of perception on Assurance dimensions of the passenger service of southern
railway the low level perception is recorded on Railway employees have knowledge to answers passenger
questions (Perception weighted score 3.40), which is followed by on Trustworthiness of Railway
department and Safety in travel (Perception weighted score 3.46) next low level perception is recorded on
being informed if there are delays (Perception weighted score 3.48). It is inferred that, among the various
Assurance dimensions people perceive that Railway employees have knowledge to answers passenger
questions is very poor.
While analyzing the weighted average mean gap between the perception and expectation, a wider
negative gap is recorded on Safety in travel (mean gap score P-E -1.06) and Trustworthiness of Railway
department (mean gap score P-E -0.92) It is understand that the level of expectation of passenger of
southern railway are not full on all the factor of Assurance dimensions since all the factors recorded a
negative gap and a wider gap is show on Safety in travel.
The average weighted gap score (P-E) for the Assurance dimension of customer Satisfaction is -
0.79.
EMPATHY
The empathy dimension of Service Quality refers to how the company cares and gives
individualized attention to their customers, to make the customers feeling extra valued and special. The
fifth dimension is actually combining the second, third and fourth dimensions to a higher level, even
though they really cannot be compared as individuals. If the customers feel they get individualized and
quality attention, there is a very big chance that they will return to the company and do business there
again. Empathy dimension relating to southern railway passenger services include many factors among
which six important factors have been taken for the study. They are: Personal attentions and having best
interest at heart, Understanding passenger needs when they make inquires, easiness to plan a railway
journey, convenient railway operations, Availability of helpers in the trains and stations and Availability
of supporting staff.
In the study of Empathy dimensions the expectation and perception of the passengers are
analyzed under Likert‟s five point scale and weighted mean scores are arrived. The following table
provides the level of expectation and perception of the railway passengers with regards to the above
factors.
ISSN: 2321 -0346
www.icm
rr.or
g
37
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
TABLE 7
EMPATHY DIMENSION – SERVQUAL RESULTS
EMPATHY
FACTOR
DIMENSIONS
EXPECTATI
ON
(E)
PERCEPT
ION
(P)
MEAN
GAP
SCORE
(P – E)
AVERAGE
SERVQUAL
GAP Score for
Tangibility
25. Personal attentions and having
best interest at heart 4.34 3.34 -1.00
-3.40
26. Understanding passenger needs
when they make inquires 4.18 3.34 -0.84
27. Easiness to plan a railway
journey
4.16 3.70 -0.46
28. Convenient railway operations 4.30 3.68 -0.62
29. Availability of helpers in the
trains and stations 4.34 3.16 -1.18
30. Availability of supporting staff
4.20 3.20 -1.00
25.52/6=
4.253
20.42/6=
3.403 -0.85
Average un weighted Empathy Gap score ( gap score/7) -0.85
Source: Primary Data
The above table 7 shows the expectation and perception of passengers on the Empathy
dimension. It also shows the mean gap between the perception and expectation. In the analysis of
expectation of passengers it was found that the highly expected Empathy dimension is Personal attentions
and having your best interest at heart and Availability of helpers in the trains & stations (Expectation
Weighted score 4.34) the next highly expected Empathy dimension is Railway operations are convenient
to passengers (Expectation Weighted score 4.30), which is followed by Availability of supporting staff
(Expectation Weighted score 4.20). It is inferred that people expect better service on Personal attentions
and having your best interest at heart and Availability of helpers in the trains & stations.
In the analysis of perception on Empathy dimensions of the passenger service of southern
railway, the lowest level perception is recorded on Availability of helpers in the trains & stations
(Perception weighted score 3.16), which is followed by the perception on Availability of supporting staff
(Perception weighted score 3.20) the low level perception is recorded on Personal attentions and having
your best interest at heart, Understanding your needs when you make inquires is recorded with a weighted
score of 3.34. It is inferred that, among the various Empathy dimensions people perceive that availability
of helpers in the trains & stations is very poor.
While analyzing the weighted average mean gap between the perception and expectation a wider
negative gap is recorded on Availability of helpers in the trains & stations (mean gap score P-E -1.18),
Personal attentions and having your best interest at heart and Availability of supporting staff (mean gap
score P-E -1.00).It is understood that the level of expectation of passenger of southern railway are not full
ISSN: 2321 -0346
www.icm
rr.or
g
38
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
on all the factor of Empathy dimension since all the factors recorded a negative gap and a wider gap is
shown on Availability of helpers in the trains and stations.
The average weighted gap score (P-E) for the Empathy dimension of customer Satisfaction is -
0.85.
TABLE 8
OVERALL SERVQUAL RESULTS
SERVQUAL
FACTORS
SERVICE
DIMENSIONS
EXPECTATION
(E)
PERCEPTION
(P)
OVERALL
MEAN GAP
SCORE
( P – E )
1 Tangibles 4.10 3.12 -0.98
2 Reliability 4.10 3.3 -0.8
3 Responsiveness 4.23 3.40 -0.83
4 Assurance 4.26 3.48 -0.78
5 Empathy 4.25 3.40 -0.85
SERVQUAL overall Mean Gap Score ( 4.24 / 5 = -0.848) -0.848
Source: Primary Data
The above table 8 explains that there exists a high level of expectation on all the service
dimensions like. The highly expected service dimensions are Assurance (4.26) and Empathy (4.25) and
Responsiveness (4.23).
In the analysis of perception it is revealed that there exists a medium level of satisfaction since
the weighted mean scores of all the dimensions are between 3.4. However, low level of perception is
recorded on tangibility dimension (3.12) and reliability dimension (3.3)
While studying the gap between perception and expectation, it is found that there exists a
negative gap between all the dimensions. Wider negative gap is recorded on tangibility dimension (-0.98)
and Empathy Dimension (-0.85)
It is inferred from the above analysis on service quality that expectations of the passengers are
high but the quality perceived by the passengers is relatively poor.
12. SUMMARY OF FINDINGS
The findings of the study summarized as below.
The demographic profile of the railway passengers in the study area reveals that most of the
passengers availing the passenger services rendered by Southern Railways in the study area are found to
be middle age and old age people and larger number of men prefer railway passenger service compared to
women in the study area.
The level of education has a positive relationship with the preference to railway passenger
services. Most of the passengers are educated at higher education level.
ISSN: 2321 -0346
www.icm
rr.or
g
39
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Most of the passengers are belonging to middle income and higher income groups and a vast
majority of the railway passengers are businessmen and salaried class members.
Most of the railway passengers avail the services for personal and family affairs and for tourism
purposes. Most of them prefer reserved coaches than the unreserved coaches.
There exists a negative gap between the perception and expectation with regards to all the five
dimensions of service quality such as Tangibles, Reliability, Responsiveness, Assurance and Empathy. A
wider negative gap is recorded on tangibility dimension and empathy dimension of service quality.
13. SUGGESTIONS
Based on the above findings of the study, the researcher gives the following suggestions to
enhance the quality of southern railway services and to fill the gap between the passengers‟ expectation
and perception.
1. As there is exists a negative gap between the perception and expectation with regard to all
dimensions of service quality, especially on Tangibility dimension and Empathy dimension, a special
attention must be given on them and their quality must be enhanced.
2. In order to enhance the demography dimension the infrastructure facilities at station and the
peripheral services in the train should be enhanced and cleanliness should be maintained inside the
train and in the station. The empathy dimension shall be enhanced by providing more supporting staff
and personal attention on passenger‟s needs and grievances.
14. CONCLUSION
Transport plays a vital role in human life. Without transport, no one can move from one place to
another place for any activity and hereby no development can be achieved in individual life and the
economy of the nation. Though, we have many modes of transport in our country, majority of the people
are used to travel by train and they felt that it is the safest and comfortable mode of transport. But these
days the railway industry cannot be achieved the expected growth because of poor quality of services.
Therefore, the railway authority should be taken the necessary efforts to implement the
suggestions which the researcher stated through this report to enhance the service quality during the
following years which leads to not only the development of railway industry but also the economy of the
nation.
REFERENCES
1. Arash Shahin (2006), "SERVQUAL and model of service quality gaps: A frameworkfor determining
and prioritizing critical factors in delivering quality services", ICFAI University Press, 5 (1), 117-131.
2. Asubonteng, P., McCleary, K.J. and Swan, J.E (1996), "SERVQUAL revisited: a critical review of
service quality", Journal of Services Marketing, Vol. 10, No. 6, pp. 62-81.
3. Bojanic, D. C., & Rosen, L.D (1994), "Measuring Service Quality in Restaurants: An Application of
the SERVQUAL Instrument", Hospitality Research Journal, 18(1), 4-14
4. Brown, S.W. and Bond, E.U. III (1995), "The internal/external framework and service quality: Toward
theory in services marketing", Journal of Marketing Management, February, pp. 25-39.
ISSN: 2321 -0346
www.icm
rr.or
g
40
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
5. Cronin, Joseph Jr. & Stephen A. Taylor (1992), "Measuring Service Quality: A Reexamination and
Extension", Journal of Marketing, 56(3), 55-68.
6. Dube, L., Renaghan, L. M., Miller, J. M (1994),"Measuring Customer Satisfaction for Strategic
Management", Cornell Hotel and Restaurant Management Quarterly, (Feb) Vol. 35(1), 39-47.
7. Edwardson, M (1998), “Measuring emotions in service encounters: An. Exploratory analysis”,
Australasian Journal of Market Research, 6 (2), 34-48.
8. Ghouri, Arsalan. Mujahid., Khan, Naveed. Rehaman, Malik, Abdul., Razzaq,
Management&Marketing, volume IX, issue 2/2011
9. Lovelock, C.H., Edwardson M., Patterson P.G (1998) “Managing the customer Service function",
Sydney, Prentice-Hall, 423 – 445.
10. Oliver, Richard L 1981, "Measurement and Evaluation of Satisfaction Process in Retail Setting"
Journal of Retailing 57 (fall): 25-48.
11. Palmer, A. and O‟Neill, M (1999), "The effects of tangibles on long-term perceptions of service
quality", ANZMAC Annual Conference, University of New South Wales, Sydney.
12. Parasuraman A., Zeithaml Valarie A. and Berry Leonard L (1985), "A Conceptual Model of Service
Quality and Its Implications for Future Research", Journal of Marketing (Fall), 41-50.
13. Parasuraman, A., Zeithaml, V.A. and Berry, L.L (1988), "SERVQUAL: a multi-item scale for
measuring consumer perceptions of the service quality", Journal of Retailing, Vol. 64, No. 1, 12-40.
14. Parasuraman A., Zeithaml V. A. and Berry Leonard L (1988), "SERVQUAL: A Multiple-Item Scale
for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, 64 (1), (Spring), 12-37.
15. Zeithaml, Valerie, Leonard L. Berry and A. Parasuraman (1993), “The Nature and Determinants of
Customer Expectations of Service”, Journal of the Academy of Marketing Science, 21 (1), 1-12.
ISSN: 2321 -0346
www.icm
rr.or
g
41
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
CITY WOMEN CONSUMERS' SELF DECISION INFLUENCE ON PURCHASE OF
DURABLE GOODS
K.MARICHAMY
ASSISTANT PROFESSOR, PRINCIPAL INVESTIGATOR (UGC-MRP)
DEPARTMENT OF ECONOMICS, N.M.S.S.VELLAICHAMY NADAR COLLEGE, MADURAI
ABSTRACT
Last few years have witnessed of growing demands for different consumer products. Increase in demand
is a result of increase in income of the people and increase in discretionary income too. A rise in
discretionary income results usually in an increased spending by consumer on those items that raise their
living standards, Moreover, a trend for people to utilize their income for more comforts and facilities is
also developing. Last few years have witnessed of growing demands for different consumer products.
Increase in demand is a result of increase in income of the people and increase in discretionary income
too. A rise in discretionary income results usually in an increased spending by consumer on those items
that raise their living standards, Moreover, a trend for people to utilize their income for more comforts
and facilities is also developing.
Keywords: consumer products, durable products, competition
INTRODUCTION
The success of marketing efforts hinges largely upon the ability of the marketing department to
study buying behavior of their present and present and prospective customers and to deal with them
accordingly. The use of durable products is becoming increasingly popular in recent years in India. In
view of the recent role of women buying durable products, there have been several changes in the
marketing strategies of different types of durables in India. The introduction of different types of durables
has also brought out many significant changes in the tests and preferences of ultimate women‟s
consumers in recent years.
Last few years have witnessed of growing demands for different consumer products. Increase in
demand is a result of increase in income of the people and increase in discretionary income too. A rise in
A Peer Reviewed International Journal
IJMRR
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN: 2321 -0346
www.icm
rr.or
g
42
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
discretionary income results usually in an increased spending by consumer on those items that raise their
living standards, Moreover, a trend for people to utilize their income for more comforts and facilities is
also developing. Intense competition among the marketers of consumer durables and the increasing
awareness of consumers about their own needs is making a major difference in marketing of consumer
durables. In the context of the above scenario, it is interesting to study how the human beings i.e.
consumers, satisfy their different non-basic needs. Moreover, it is interesting to study, why they buy a
particular product, how they buy it, when they buy it, from where do they buy it, etc.
Significance of the study:
The success of the marketing program rests on the decision of the buyers or the ultimate users.
The behavioral studies make possible sophistication in consumers‟ motivation and thus, help a marketing
manager to show or display his perfection. Whoever wins the confidence wins the race and whoever loses
it is thrown. One way or the other, all of us is consumers. Hence, the marketing manager bears the vital
responsibility of studying the factors governing the decision making practices of the consumers at large.
An in-depth and careful study of the buyers‟ behavior may be more sensitive.
Today the Indian urban woman is an active partner in the family. She is the major factor in all
purchase decisions of her family. She has become family‟s purchasing agent. She has acquired a place in
the society by virtue of her education and employment. Indian manufactures realized the need of her
patronage and hence communicate with her and try to convince her through every possible media. They
plan the marketing strategy to attract this segment, satisfy their needs and retain them.
REVIEW OF LITERATURE
Bhawaniprasad Kumari (1987) have analysed “Impact of advertising on consumer durables markets: A
study of Refrigerator consumer” in this study a raking/importance of refrigerator among other consumer
durables is study of 200 owners of Allwyn refrigerator in the twin cities of Hyderabad and Secunderabad
and Districts of Nizamabad and Karimnagar in Andhra Pradesh indicates that a very positive impact of
advertising is found on the consumer durables market.
Mujahid-Mukhtar E,Mukhtar H (1991) has studied role of decision making for household durables:
good measure of women‟s power within a household in Pakistan. It is their influence in the purchase of
new home improvement technology good (cars, appliances, etc.), who‟s expense and life-long nature
makes their purchase an important decision. The study indentified various cultural and economic factors
that affect women‟s decision making power: urban women, women in nuclear families, educated women,
and working women generally have more decision making power than rural women, and working women
generally have more decision making power than rural women, women in extended families, illiterate
women, and unemployed women.
Gupta & Verma (2000) have done a study under convenience sampling of 50 household of New Delhi
by questionnaire. It indicates that husband‟s influence is considerably higher that the wives. Children also
play an active role in brand selection of CTV. Moreover educated and working women influence more
than non-working and less educated.
Jain and Sharam (2000) studied respondents out of 800 questionnaires of Delhi in five professional
category observed that selected products represent different product categories in terms of both durability
ISSN: 2321 -0346
www.icm
rr.or
g
43
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
and frequency of purchase as required. Study shows that the level of consumer involvement differ across
products. As against non-durables, consumer perceives durables as more involving products.
SRI-IMRB (2000) evaluated a comparison of the education and income levels of different clusters, and it
indicated that those who give higher priority to consumer electronic products are more educated and
affluent. The study also revealed that transportation durables preceded consumer electronic products in
the acquisition hierarchy, suggesting a tactical approach.
Venkteshwar and Rao (2000) have focused on tracing and identifying the elements in consumer
decision-making; the research has studied 200 urban workingwomen belonging to different occupation,
educational and income groups. Study observed television as a major source of information, for 65.5%
consumers. While group forces affects 50% respondents. Surprisingly 45%-employed women still feel
radio as a source of information. In purchase of consumer durables, 53% would decide for brand. Price is
relatively more important factor and husband and wife take decision jointly.
Objectives of the Research Study:
Following are the major objectives of this study:
1. To study the Socio-economic profile of the selected women consumers.
2. To study, the brand awareness of women consumers.
3. To study the buying behavior of sample women consumers.
4. To identify the factors, influencing the women consumers in the selection and use of particular
product.
Methodology :
The data for the purpose of the present study have been collected through primary and secondary
data. Primary data has been collected through a field survey by structured by structured pretested
questionnaire. The sources of secondary data include published data such as data from books, journals,
periodicals, brochures, reports research papers etc. the questionnaire is the major tool administered for
collecting primary data from the respondents.
Sample Design:
Size: to generalize the findings of the population as a whole. The researcher for the present study
has taken the total sample size of 100 (20 in each of the five durable product categories). The samples
selected are media literate people who have exposure to the television commercials.
Sampling Procedure:-
For the purpose of the study the respondents were selected from different places of the Madurai
city from different occupations, educational level, income and age groups. The respondents have been
selected for the personal interview through convenience sampling technique. The consumer of Madurai
city present a complex and varied group there is diversity in the religion, language, customs, life style
and Socio-economic trends. This was done to make sure that it was a representative sample.
ISSN: 2321 -0346
www.icm
rr.or
g
44
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
1. Attentively to Advertise in Different Media:
Attentive Yes No Total
News Paper 80 20 100
Magazines 44 66 100
Radio 42 58 100
Television 78 22 100
(Figures indicate percentage)
The table indicates that majority 80% women respondents are attentive towards newspaper
advertising. In case of magazines, 44% of women respondents are attentive.
It is observed that, 42% of the women respondents are attentive towards advertisements in radio.
The study reveals that majority 58% women respondents are not very much interested in listening to the
radio advertisements in Madurai city. It is interesting to note that majority 78% women respondents are
attentive towards advertisements on television.
2.Brand Awareness:
Durables
Brand Awareness
Mobile
phone
Refrigerator Washing
machine
Air conditioner Water purifier
100% awareness 24 12 53 48 33
Average Awareness 66 65 45 47 57
Indifference 10 23 02 05 10
Total 100 100 100 100 100
(Figures indicate percentage)
It is revealed from Table that, in case of mobile phone 24% refrigerator 12% washing machine
53%, washing machine 48% and water purifier 33% of the women respondents are fully aware about
different brands.
PLACE OF PURCHASE:
The place where consumer buy is important for a marketer to design the distribution strategy
because the product is to be made available at the where consumer shops it.
ISSN: 2321 -0346
www.icm
rr.or
g
45
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Place of Purchase of Durable Product by the consumer Respondents
Durables
Brand Awareness
Mobile
phone
Refrigerator Washing
machine
Air conditioner Water purifier
Company‟s Showroom 19 20 18 14 10
Authorized Dealers 42 62 52 35 32
Retailer‟s 39 18 30 51 58
Total 100 100 100 100 100
(Figures indicate percentage)
It has been observed from the Table that, majority of the respondents have preferred authorized
dealers as a best place to purchase selected durable products because in case of mobile phone 42% for
refrigerator 62%, 52% women for washing machine prefers it. The Table reveals that majority of women
respondents have purchased air conditioner and water purifier form retailers.
Factors Influencing Choice of Durable Products :
Factors Influencing the Choice of Durable products Purchased
Durables
Brand Awareness
Mobile
phone
Refrigerator Washing
machine
Air conditioner Water
purifier
Company‟s Advertising 13 11 3 5 15
Company‟s Reputation 9 7 10 12 9
Friend‟s Advice 12 6 2 7 2
Relatives Advice 4 4 5 6 7
Quality of the Product 11 11 13 20 12
Free Gift 10 5 4 6 2
Price (Less Discount) 13 10 16 13 22
Retailer‟s Advice 6 8 3 11 13
Joint Decision of
Family
14 25 26 15 10
Credit
Facility/Installment
8 13 18 5 8
Total 100 100 100 100 100
Source: Field Survey.( Figures indicate percentage).
Table notifies that factors influencing the choice of brand purchased durable products selected for the
study in case of mobile phone, refrigerator, washing machine air conditioner and water purifier. It has
ISSN: 2321 -0346
www.icm
rr.or
g
46
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
been observed from the Table that, in majority of the cases sample women have influenced by family‟s
joint decision. Because on an average 18% women respondents in Madurai city have influenced by joint
decision of family.
Followed by average 14.8% respondents are cost conscious buyers and price factor play
important role in their purchases. After that on an average 13.4% respondents are quality conscious
buyers and prefer only good quality durable products. On an average 10.4% respondents purchase durable
goods only if credit or installment facility is offered. 9.4% of the respondents each have influenced by
companies reputation and advertisement and have purchased selected durable products. After that retailers
advice, friends advise, free gifts with main product and relatives advice is also important for moderately
good number of respondents.
Findings:
The significant findings of the study are as following
a. Attentiveness of advertisements in news paper is more as compared magazines the proportion is
80:44
b. It is observed that the proportion of radio listeners and attentiveness is 66:42
c. The majority (78%) of the women respondents preferred Television as a best media of
advertisement. The proportion of viewers and attentive to advertisement in television is 97:78
d. Majority of women consumers in Madurai city are well aware about different brands and
characteristics of durable products available in the market.
e. Majority of the Women consumer respondents prefers Authorized Dealers to purchase mobile
phone, refrigerator, washing machine, air conditioner and water purifier. Consumer respondents
prefer retailers as a best place to purchase air conditioner and water purifier.
f. Company‟s advertisement, reputation, free gift, price and quality of the products and retailer‟s
advice are some of the factors influenced the choice of consumer durable. Friends and relatives
advise joint decision of the family and credit facility is responsible for purchase decision.
Marketing Implications and Conclusion:
Many marketers recognize the family as the decision making unit, a successful marketer is one
who identifies and examines the attitudes and behavior of one family member who determines unilaterally
of jointly whether to buy, what, where and when to buy. It is the urban housewife who plays this decisive
role in the family. Thus, the marketer‟s strategy is influenced at almost every turn by urban woman who
has become the family‟s purchasing agent. The middle class housewife is a cautious buyer, she is
not averse to change and therefore willing to try new products, but does not adopt any product instantly.
She possesses a good degree of awareness of the change taking place in her environment. Her growing
education level and the growth in media have contributed to his development. She is not only cost
conscious but also a quality conscious buyer. For her, free gift and price factor influence the purchase
decisions but other aspect like quality, performance and guarantee etc. are major considerations.
Marketers communicate with her and try to convince her through every possible media. Thus, a marketer
who understands the behavior of an urban woman and definitely have an advantage over his competitors.
ISSN: 2321 -0346
www.icm
rr.or
g
47
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
The market for consumer durables is becoming more competitive now a day. Therefore, the
producer of durable products should understand consumer interest much to find higher sale of their
products. The study concludes that the competitive market provides opportunity on one hand and threats
on the other hand to both the consumer and the producer; it is become quite important to improving core
products with value addition to enrich customer satisfaction more in the similar price range. Not only
quality improvements but improvement in after sales service can development replacement demand or
demand for second piece in the households.
Bibliography
Books:
1. Philip kotler (1994), „Marketing Management‟ (8th edition), prentice hall of India Pvt. Ltd. – New
Delhi.
2. J.C. Gandhi (1995), „Marketing A managerial Introduction‟, Tata McGraw –Hill publishing
Company Limited.
3. William J. Standon (1990), „Fundamentals of marketing‟, Mc Graw Hill publishing Co. Koga
kusha Ltd., Tokyo, p5.
4. S.A Sherlekar, (1998): Marketing Management, Himalay Publishing House, Mumbai.
5. Impact of promotions and value consciousness in online shopping behavior in India (2012):
Journal of Database Marketing and Customer Strategy Management.
ISSN: 2321 -0346
www.icm
rr.or
g
48
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
EFFECTIVENESS OF ADVERTISEMENTS AND PROMOTIONAL STRATEGIES IN
AUTOMOBILE INDUSTRY
BALAKRISHNAN R* DAVID WINSTER PRAVEENRAJ D**
*Assistant Professor (Selection Grade), School of Management Studies, Bannari Amman Institute
of Technology, Sathyamangalam, India.
**Assistant Professor (Senior Grade), School of Management Studies, Bannari Amman Institute of
Technology, Sathyamangalam, India.
ABSTRACT
The automobile industry is the world’s largest coordinated industrial production system. The growth in
the Indian Automobile Industry is more qualitative than quantitative and it is expected to have a
tremendous growth in the coming years. The main objective of the study is to analyze the Effectiveness of
Advertisement and Promotional Efforts carried out by Automobile Agency in Tirupur and the
Marketing Strategies used for Promotional activities. The study also aims at bringing out the pull
factors of importance of Brand Image and Brand Personality that has great hand in Promotional activities.
With addition the study also emphasis on the Effectiveness of Advertisement and Promotional
Activities carried on Social Networking Sites.
Keywords: Automobile Industry, Marketing Strategies, Advertisement And Promotional Activities
I. INTRODUCTION
The study is about analyzing marketing strategies in automobile industry effectively for the
promoting the products and services to the people. This study includes the importance of effectiveness of
advertisement and promotional activities carried out for promoting the products and services to the
customer.
In general the car industry is the one where the customer plays an important role and there is
tough and stiff competition in the global market. Focusing on present scenario the car industry has
adapted effective marketing strategies for attracting the people and to retain the existing customers. Each
A Peer Reviewed International Journal
IJMRR
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN: 2321 -0346
www.icm
rr.or
g
49
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
car brand has to face tough competition; hence it is necessary for the brands to build their brand image
within the people
This study focuses on effectiveness and importance of Brand Personality in Promotional activities
and also on Effectiveness of Advertisement and Promotional Activities carried out in Social Networking
Sites.
The data is collected from the Customers of the showroom with appropriate Questionnaire and
the collected data is analyzed using SPSS administering tests like FriedMan Test, Mann-Whitney U Test,
and Kruskal Wallis Test.
Suggestions were given to enhance the marketing strategies, to increase the event marketing
program, and also the need of brand ambassador in promoting the products and service, and also
interactive and innovative promotion in social networking sites
II. INDUSTRY PROFILE
MODERN GLOBAL AUTOMOBILE INDUSTRY
The modern global automotive industry encompasses the principal manufacturers, General
Motors, Ford, Toyota, Honda, Hyundai, Volkswagen, and Daimler Chrylser, all of which operate in a
global competitive marketplace. It is suggested that the globalization of the automotive industry, has
greatly accelerated during the last half of the 1990s due to the construction of important overseas facilities
and establishment of mergers between giant multinational automakers.
Industry specialists indicate that the origins in the expansion of foreign commerce in the
automobile industry date back to the technology transfer of Ford Motor Company's mass-production
model from the U.S. to Western Europe and Japan following both World Wars I and II.
The advancements in industrialization led to significant increases in the growth and production of
the Japanese and German markets, in particular. The second important trend in industrial globalization
was the export of fuel efficient cars from Japan to the U.S. as a result of the oil embargo from 1973 to
1974.
Increasing global trade has enabled the growth in world commercial distribution systems, which
has also expanded global competition amongst the automobile manufacturers. Japanese automakers in
particular, have instituted innovative production methods by modifying the U.S. manufacturing model, as
well as adapting and utilizing technology to enhance production and increase product competition.
There are a number of trends that can be identified by examining the global automotive market,
which can be divided into the following factors:
Global Market Dynamics
The world's largest automobile manufacturers continue to invest into production facilities in
emerging markets in order to reduce production costs. These emerging markets include Latin America,
China, Malaysia and other markets in Southeast Asia.
Establishment of Global Alliances
ISSN: 2321 -0346
www.icm
rr.or
g
50
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
U.S. automakers, "The Big Three" (GM, Ford and Chrysler) have merged with, and in some cases
established commercial strategic partnerships with other European and Japanese automobile
manufacturers. Some mergers, such as the Chrysler Daimler-Benz merger, were initiated by the European
automaker in a strategy to strengthen its position in the U.S. market. Overall, there has been a trend by the
world automakers to expand in overseas markets.
Industry Consolidation
Increasing global competition amongst the global manufacturers and positioning within foreign markets
has divided the world's automakers into three tiers, the first tier being GM, Ford, Toyota, Honda and
Volkswagen, and the two remaining tier manufacturers attempting to consolidate or merge with other
lower tier automakers to compete with the first tier companies.
1st Tier CompanyMergers
Volkswagen-Lamborgini
BMW-Rolls Royce
2nd Tier Company Mergers
Chrysler-MercedesBenz
Renault-Nissan-Fiat
3rd Tier Company Mergers
Mazda-Mitsubishi
Kia-Volvo
INDIAN AUTOMOTIVE INDUSTRY
The automotive industry in India is one of the largest in the world and one of the fastest
growing globally. India's passenger car and commercial vehicle manufacturing industry is the sixth
largest in the world, with an annual production of more than 3.9 million units in 2011. According to
recent reports, India overtook Brazil and became the sixth largest passenger vehicle producer in the
world (beating such old and new auto makers as Belgium, United Kingdom, Italy, Canada, Mexico,
Russia, Spain, France, Brazil), growing 16 to 18 percent to sell around three million units in the course
of 2011-12. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan,
South Korea, and Thailand. In 2010, India beat Thailand to become Asia's third largest exporter of
passenger cars.
As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive
vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second (after
China) fastest growing automobile market in the world. According to the Society of Indian Automobile
Manufacturers, annual vehicle sales are projected to increase to 5 million by 2015 and more than 9
million by 2020. By 2050, the country is expected to top the world in car volumes with approximately
611 million vehicles on the nation's roads.
The Indian Automobile Industry manufactures over 11 million vehicles and exports about 1.5
million each year. The dominant products of the industry are two- wheelers with a market share of over
75% and passenger cars with a market share of about 16%. Commercial vehicles and three-wheelers
ISSN: 2321 -0346
www.icm
rr.or
g
51
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
share about 9% of the market between them. About 91% of the vehicles sold are used by households
and only about 9% for commercial purposes. The industry has a turnover of more than USD $35
billion and provides direct and indirect employment to over 13 million people.
The supply chain is similar to the supply chain of the automotive industry in Europe and
America. Interestingly, the level of trade exports in this sector in India has been medium and imports
have been low. However, this is rapidly changing and both exports and imports are increasing. The
demand determinants of the industry are factors like affordability, product innovation, infrastructure and
price of fuel. Also, the basis of competition in the sector is high and increasing, and its life cycle
stage is growth. With a rapidly growing middle class, all the advantages of this sector in India are yet to
be leveraged.
With a high cost of developing production facilities, limited accessibility to new technology,
and increasing competition, the barriers to enter the Indian Automotive sector are high. On the other
hand, India has a well-developed tax structure. The power to levy taxes and duties is distributed among
the three tiers of Government. The cost structure of the industry is fairly traditional, but the profitability
of motor vehicle manufacturers has been rising over the past five years. Major players, like Tata
Motors and Maruti Suzuki have material cost of about 80% but are recording profits after tax of about
6% to 11%.
The key to success in the industry is to improve labor productivity, labor flexibility, and
capital efficiency. Having quality manpower, infrastructure improvements, and raw material
availability also play a major role. Access to latest and most efficient technology and techniques will
bring competitive advantage to the major players. Utilizing manufacturing plants to optimum level and
understanding implications from the government policies are the essentials in the Automotive Industry
of India.
Both, Industry and Indian Government are obligated to intervene the Indian Automotive
industry. The Indian government should facilitate infrastructure creation, create favorable and
predictable business environment, attract investment and promote research and development. The role
of Industry will primarily be in designing and manufacturing products of world-class quality
establishing cost competitiveness and improving productivity in labor and in capital. With a combined
effort, the Indian Automotive industry will emerge as the destination of choice in the world for design
and manufacturing of automobiles. The Indian market offers endless possibilities for investors.
III. IMPORTANCE OF THE STUDY
The latest move in two decades of automotive industry upheaval brought about by enormous
advances in the Marketing Strategies due to stiff and tough competition that is prevailing in the global
market. These advances are changed frequently according to the Product and Services introduced and
provided. The Manufacturers are using different modes of Medium for Marketing Activities.
This Research study is to study the Effectiveness of Advertisement and Promotional activities
carried down, its effects on customer and also impact of Brand image and Brand personality on Customer,
and Effectiveness of Advertisement and Promotional Activities in Social Networking Sites.
ISSN: 2321 -0346
www.icm
rr.or
g
52
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
IV. OBJECTIVES OF THE STUDY
The objectives are to study
The Effectiveness of the Advertisement and Promotional Efforts
Whether the Advertisement and Promotional Strategies are effectively reaching the
Customers.
Which medium of Advertisement and Promotional activities were successful.
Whether the Advertisement and Promotion enhances the Brand Image and Brand Personality.
The impact of Advertisement and Promotion efforts through Social Networking sites
V. RESEARCH METHODOLOGY
Descriptive Research
A descriptive design was used for this study as the study aimed to narrate facts and characteristics of units
studied for specific production. Descriptive research designs are those studies which are concerned with
describing the characteristics of particular individual or a group or a situation
Data Source
There are two different methods for collection of data to conduct this descriptive study. Both the primary
data and the secondary data are taken into account for the purpose of the study.
Primary Data
The instrument used to collect primary data is a well designed Questionnaire. The
questionnaire consist only the likely scaled responses. The questionnaire is carefully constructed and
properly setup.
Secondary Data
Any data gathered for some purpose are called secondary data. The secondary data may be external or
form within the firm. Some of the sources are company profiles and internet, etc. To analyze the Indian
Automotive shares, Car Segments in India and Sales trend in India secondary data is used.
Statistical Tools Used
Friedman Test
The FriedMan test is a non-parametric statistical test. Similar to the parametric repeated measures
ANOVA, it is used to detect differences in treatments across multiple test attempts. The
procedure involves ranking each row (or block) together, then considering the values of ranks by
columns.
ISSN: 2321 -0346
www.icm
rr.or
g
53
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
Mann- Whitney U Test
The Mann-Whitney U Test is used to compare differences between two independent groups when the
dependent variable is either (a) ordinal or (b) interval but not normally distributed. It is the nonparametric
alternative to the independent t- test.
Kruskal Wallis Test
The Kruskal Wallis test is used when you have one independent variable with two or more levels and an
ordinal dependent variable. In other words, it is the non- parametric version of ANOVA and a generalized
form of the Mann-Whitney test method since it permits two or more groups
VI. ANALYSIS OF DATA
VARIOUS FACTORS USED TO MEASURE THE EFFECTIVENESS OF ADVERTISEMENT
AND PROMOTIONAL EFFORTS
FRIEDMAN TEST - OUTPUT
Mean Rank Rank
Advertisement Claims 6.09 1
Advertised Product 6.01 2
Unique Advertisement 5.50 5
Buying Strategy 5.61 4
Advertisement appeal 5.38 6
Elicit Fun Viewing 5.76 3
Advertisement Worth
Talking
5.38 6
Worth repeating in future 4.74 9
Convincing level of Advertisement 5.21 8
Advertisement Better
than other Advertised products
5.33 7
N 250
Chi-Square 60.380
Df 9
Asymp. Sig. .000
ISSN: 2321 -0346
www.icm
rr.or
g
54
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
INFERENCE
From the above it is inferred that the rating of various factors measured to evaluate the overall
effectiveness of Advertisements and Promotional efforts. The table shows that, higher the mean rank
higher the responding level, lesser the mean rank lesser the responding level of the respondents. So the
factors pertaining to the advertising effectiveness need to be improved for effective reach of
Advertisement and Promotional Effectiveness
VARIOUS FACTORS USED TO MEASURE THE EFFECTIVENESS OF BRAND IMAGE
AND BRAND PERSONALITY
Mean Rank Rank
Brand Ambassador is beneficial for Promotion 3.94 6
Symbol of Brand built
recognition
3.99 5
Outstanding Brand Image 4.08 4
Value of Brand 4.06 3
Sense of Assurance 3.68 7
Way the brand is being perceived 4.09 2
Evolution of Brand Identity 4.17 1
The table shows that, higher the mean rank higher the responding level, lesser the mean rank lesser the
responding level of the respondents.
VII. FINDINGS
Advertisement and Promotion is used with the objective to increase sales of slow moving
products, and in off season, attract new customers, improve relationship and neutralize
competition effect.
Respondents agree that Advertisement and Promotional Activities are watched more on
Television Commercials and Newspaper.
Respondents agree that Marketing Strategies in Television Commercials, Event Management,
and Word of Mouth are more effective than the other Mode.
The impact of Advertisement and Promotions activities has great impact in their purchasing
decision.
The Purchasing Decision is sometime immediate and sometimes delayed.
Brand Ambassador is required as more than half of the respondent agrees that Brand Personality
plays important role in the Promotion of the Car.
ISSN: 2321 -0346
www.icm
rr.or
g
55
Volume 1, Issue 6 (August, 2013)
INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
Pee
r R
evie
wed
Jo
urn
al o
f In
ter-
Co
nti
nen
tal M
anag
emen
t R
esea
rch
Co
nso
rtiu
m
htt
p:/
/ww
w.ic
mrr
.org
The Advertisement and Promotion activities carried out in Websites and Social Networking Sites
have high impact on Customers.
Some respondents were ignorant about Advertisement and Promotional Activities carried out
in Websites and Social Networking Sites
VIII. SUGGESTIONS
Day to Day the Competition is getting tougher in the World, hence new Promising
Marketing Strategies can be implemented as the Customers can be easily brainwashed by
different Brands.
More Event Marketing Programs can be conducted; hence the People will be more aware of the
Brand
Event Marketing Programs can be conducted once in two months to attract new customer.
New Mode of Advertisement Strategies like Mobile Advertisement can be implemented.
Enhanced Advertisement Strategies can be implemented.
More Brand Promotional activities can be carried out to popularize the Brand image.
Brand Ambassador is needed
Advertisement and Promotional Activities in Social Networking Sites and Other Websites
can be more interactive and enhancing to attract the attention of the people
IX. CONCLUSION
Advertising and Promotional Activities is the fundamental tool. Advertisement normally has long-term
objectives like Building Brand Awareness or Building Consumers loyalty or repositioning to Brand.
Promotion is generally designed to supplement advertising and facilitates personal selling. It performs
the immediate task of increasing current sales. It aids selling by temporarily changing the existing
price value relationship of the product. Promotion is a direct and almost open inducement to consumers
to immediately try the product. Hence Effective Advertisement and Promotional activities has to be
carried to educate, persuade, reinforce and motivate customers and potential customers, and to retain
the existing customers and attract the new customers.
X. REFERENCES
1. Roland T. Rust, Tim Ambler, Gregory S. Carpenter, V. Kumar, & Rajendra K. Srivastava
(2004) “Measuring Marketing Productivity: Current Knowledge and Future Directions” Journal of Marketing - Vol. 68 (October 2004), 76–89
2. Tim Ambler (2003) “Marketing Metrics” Article first published online: 6 JAN 2003 DOI:
10.1111/1467-8616.00138
3. Raguhubir, P. and K. Corfman(1999, “When do Price Promotions Affect Pre-trial Brand
Evaluations?,” Journal of Marketing Research, Vol. 36, No. 2, pp.211-222.
4. Monroe, K. B. (1990). “Pricing: Making Profitable decisions.” New York: McGraw-Hill. 5. Blattberg, R.C., P. Peacock and S.K. Sen (1976), “Purchasing Strategies across Product
Categories”, Journal of Consumer Research, Vol. 3, #3, December, pp. 143-154
6. Prasana Rosaline Fernandez (2009) “Impact of Branding on Gen Y’s Choice”, Journal of the South East Asia research centre for Communication and Humanities, Vol. 1, No. 1, pp. 79-95.
ISSN: 2321 -0346