Strategic Approach for

Marketing Management

Chief Editor

Dr. M. Syed Zafar

Editors

Dr. C. Samudhra Rajakumar

Dr. R. Sritharan

P. Balathandayutham

Published by

Strategic Approach for Marketing Management

Copyright © 2012 by Bonfring

All rights reserved. Authorized reprint of the edition published by Bonfring. No part of this book may be reproduced in any

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i

ANNAMALAI UNIVERSITY Pro-Chancellor Chettinad House

Rajah Annamalaipuram Chennai-600 028

12th July, 2012

Message

Dr.M.A.M. Ramaswamy, B.A., D.Litt.,

I am delighted to learn that the Management Wing of D D E, Annamalai University is

organizing an International Conference on Synchronizing Management Theories and

Business Practices, in association with Putra Intelek, Malaysia during July 27-29, 2012. I am

privileged to send my felicitations, greetings and best wishes to all the delegates not only

from India but also from various parts of the world.

The theme of the conference seems to be relevant and is need based. Management

practices are dynamic in nature. Whatever is taught in classrooms are obviously different

form the inherent practice of the corporate world. I am confident that the discrepancies,

deviations and divergence between principles and practice of management will be

discussed, during the three days of deliberations. I firmly believe that this Industry-

Institute interaction will result in fruitful recommendations to the Industry, Academic

Community and society at large.

I wish the International Conference all success.

(M A M Ramasamy)

iii

ANNAMALAI UNIVERSITY Vice-Chancellor

Annamalainagar-608 002 Phone: Office: 04144-238283

Res: 04144-238214, Fax: 04144-238080 E-mail: auvc_mr@hotmail.com

25th June, 2012

Message

Dr.M. Ramanathan, M.S. (G.S.), F.R.C.S. (Glasg), F.A.B.M.S

It gives me academic pleasure that the Business Administration Wind of DDE

Convenes the International Conference on Synchronizing Management Theories and

Business Practices in Association with Putra Intelek International College of Malaysia

during July 27-29, 2012. These deliberations will strengthen the connection between the

management theories and the practices. Further I learnt that the peer reviewed articles will

also be published in the form of book with ISBN and in the some of the International

Journals with ISSN. To make the deliberation live the organizers have also resolute to

award research Papers award for the session.

I wish the organizers for the grand success of this conference and I believe that

many more such conferences will be organized in future also to cater the needs of the

management people.

Dr.M. Ramanathan

v

ANNAMALAI UNIVERSITY Registrar

Annamalainagar – 608 002 Phone: Office: 04144 –238259

Fax: 04144 – 238080

13th July, 2012

Message

Dr.R. Meenakshisundaram, M.Com., M.Phil., Ph.D.,

I am much pleased to note that the Department of Business Administration–

Distance Education and On-Campus jointly organize the International Conference to bond

the theories and Business practices of Management. Since this the conference on Business

Practices all the fields of scholastic people are joining their hands to find out the solutions

to the challenges ahead when fusing the theories and the practices. Though the theories are

proved one, through such deliberations new theories could be invented to take up the

business practices for the benefit of the next generation in the globalised era. Even if it is

not a new venture to the faculties of Business Administration of Annamalai University, the

Directorate of Distance Education has entered into such new endeavor; I wish and

congratulate the organizing team for the great triumphant of this conference.

Dr.R. Meenakshisundaram

vii

ANNAMALAI UNIVERSITY Dean

Faculty of Arts Annamalainagar – 608 002

Message

Dr.D.Selvaraju, Ph.d.,

It is magnificent to know that the Management Wing of DDE, Annamalai University

has taken up the enormous task of the conducting the International Conference on

Synchronising the theories and the practicing in the field of Management which is the need

of the hour. At one time the Sellers had taken the importance and in one time Buyers had

taken the importance in the world of business. Now, we are in the third generation of

globalization. Now, the user pay policy has taken its own place. This is the opt time to

synchronise the theories with the business practices for further development. Such

synchronization will definitely solve the problems like global finanical crisis, melt down

etc. Such efforts are needed for the developing countries like India. To achieve the vision

2020 in the context of Business Practices, I hope that this International Conference will

pave a way for its own solution.

I wish the team for the wonderful and fruitful success of this conference.

Dr.D. Selvaraju

ix

ANNAMALAI UNIVERSITY Director

Directorate of Distance Education Annamalainagar – 608 002

Foreword

Dr. S. B. Nageswara Rao, Ph.D.,

I am pleased to write this foreword note to the proceedings of the international conference

on “Synchronizing Management Theories and Business Practices: Challenges Ahead”. Management

theories have been developed with the focus on bringing better efficiency in the business. But, the

challenges involved in running the businesses are changing constantly over the period of time and

there is a dire need to relook the theories and fundamental concepts. New ideas coupled with

innovative theories are essential for managing the issues in today’s complex business scenario.

Modern concepts have to be designed to meet the requirements of the corporate world to augment

their competitive strength. In this aspect, this conference provides an opportunity to disseminate

the knowledge gained through research works to practicing managers.

This book covers all the aspects of the management practices that link the theories to the

practical aspects and presents the subject matter from both academic and pragmatic points of view.

The articles incorporated in this book really offer greater insights to the readers about the latest

findings in the field of management. The editors have designed the book in such a way that it meets

the requirements of scholars of management studies, businessmen, administrators, politicians and

students of business administration. I am sure, that this book will be of immense help to the

scholars pursuing research in the field of Management Studies. I applaud the sincere efforts

putforth by the editors in bringing out this valuable book of knowledge.

Dr.S.B. Nageswararao

Director,Directorate of Distance Education

Annamalai University

Conference Chair

xi

Preface

Organizations have become successful in the highly competitive business world

through adopting innovative practices. These practices are unique and act as shield against

competition and provide the bases for sustainable growth. Firms spend millions of rupees

in developing creative practices not only for earning more revenue but also for launching

new products/services, lowering the manufacturing cost, enhancing the potential of human

resources, optimum utilization of funds, offering products with highest quality, efficient

administration and the like. However, the question is, to what extent these practices are

based on the theories developed over several decades. What is the link between the

fundamental theories we have learnt and the practical aspects prevail in the corporate

world, how the theoretical aspects provide guidelines in developing newer practices, and

whether the existing theories are modified or new ones are developed are some of the

significant issues that require consistent probing.

This edited book is an earnest attempt to disseminate the knowledge gained

through research by the academicians. Articles submitted by international scholars provide

global perspective in research. This book consists of articles related to issues involving

consumer behavior, brand building challenges, customer satisfaction, problems in services

marketing, prospects of social media, impact of advertising and the like. The insight gained

by reading this book not only assists the academicians but also practicing managers.

We take this opportunity to express our heartfelt thanks to our beloved Vice

Chancellor Prof. Dr. M. Ramanathan, for his constant encouragement and consent given to

publish this book. We are also grateful to the Registrar Dr. R. Meenakshisundaram for his

support. It is our duty to record our thanks to our beloved Director Dr. S. B. Nageswara Rao

for his constant support and encouragement in all our academic activities with great

admiration. We acknowledge all those who have munificently contributed their research

outcomes in this edited work.

xiii

Editorial Committee

Chief Editor Dr.M. Syed Zafar Editors Dr.C. Samudhra Rajakumar Dr.R. Sritharan P. Balathandayutham

Associate Editors Dr. M. Ramesh, Associate Professor in Business Administration, Annamalai University Dr. J. Tamilselvi, Assistant Professor in Business Administration, Annamalai University Dr. E. Selvarajan, Professor of Economics, Annamalai University Dr. P. Suresh Kumar, Director, School of Management, Bannari Amman Institute of Technology, Sathyamangalam Dr. Malmarugan, SVPITM, Coimbatore Dr. J. Sivasubramaniam, Dean, Shivani school of management, Trichy

xv

© 2012 Bonfring

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xvii

Contents

S. No. Title/Author Page No.

01 Cause Branding and Its Impact on Corporate Reputation

D. Muthukrishnaveni

01-05

02 Effect of the Quality of Service on Customer Satisfaction in Banking Industry

E. Ratnam

06-12

03 The Empirical Study of the Contribution of Promotional Mix on Brand

Equity: Mobile Service Providers

S. Sivesan

13-19

04 A Study of Advertising Ethics: Influence on People and Society

B. Venkatbabu and Dr.S. Arulkumar

20-22

05 Customer Relationship Management

T.R. Thiruven Kat Raj and Dr.P. Anbuoli

23-26

06 The Impact of Portraying Women as Sex Idols in Advertising on Adolescents

Snigda Sukumar and Dr.S. Venkatesh

27-31

07 Brand Management in South Indian Bank Limited

Dr.G. Veerakumaran and M.J. Manju

32-37

08 Green Marketing: Benefits, Opportunities and Challenges

S. Pandiselvi, R.R. Manasa and P. Punitha

38-40

09 Consumer Attitude toward Luxury Brands: Influence of Gender

Dr.G. Hari Shankar Prasad and M. Shiv Kumar Belli

41-46

10 Social Media and Marketing Strategies - A Legal Confrontation

R. Raja

47-51

11 Media and Opinion Making; Srilankan Tamil and English Newspaper’s

Editorials

Kiruththiga Tharumarajah

52-57

12 Impact of Real Estate on Organized Retailing in India-Issues and Trends

Shivkumar M. Belli and Dr. G. Hari Shankar Prasad

58-62

13 Factors Affecting the Consumers’ Behavior

Sathana Vaikunthavasan

63-68

14 “Perception of Brand, Price, Features and Product Quality”, an Empirical

Study in Health Food Drink Brands

C. Ashokan

69-75

15 Branding Strategies of the New Decade 76-79

xviii

Dr.S. Akilandeswari

16 Consumer Purchase Behaviour of E-Scooter in Tirunelveli City

T. Samson Joe Dhinakaran

80-84

17 Banking in India – Is the Strategy of Using Social Media in Marketing

Services Sustainable?

N. Pradeesh Kumar and Dr.P.N. Prasad

85-90

18 Product Disposition: Critical Review and New Directions

S. Usha and Dr. Uma Chandrasekaran

91-95

19 Effects of Advertising on Changing Consumer Behavior with Reference to

FMCG Products at Srikalahasti

B. Amarnath and N.G.A. Prasad

96-101

20 The Role of Gender in Perception of Service Quality and Satisfaction with

Hospital Services

Dr.C. Padmanaba Sivakumar

102-109

21 Paradigm Shift in Indian Banking Industry

A.S. Sathish and Ramakrishnan Venkatesa Kumar

110-116

22 Viewer Response Profile (VRP) - A Comparison of Branded Noodles

Category

Ramakrishnan Venkatesakumar and A.S. Sathish

117-123

23 Factors Influencing Consumer Preference of Mobile Phone

D. Ezhilarsan and Dr. M. Ramesh

124-128

24 Emerging Role of Retail Management in India – A Broader Perspective

R. Brindha and Dr.K. Vijayarani

129-134

25 A Study on the Organized Retail Store Attributes Salience and the Shopping

Behavior of Consumers’ in Coimbatore City

Dr.R. Prabhu and A. Anuradha

135-140

26 A Complete Study on Celebrity Endorsement by Using Tamil Cine Actors

K. Sadasivan and A. Amritha

141-146

27 Factors Influencing the Preference and Determinants of Expenditure on

Personal Fragrance among College Students

K. Sadasivan, A. Salai Mamani Sekaran and D. Sophia

147-151

28 Analytical Study on the Preference of Tablet PC’S Among Genders

K. Sadasivan, M. VijayRamRaju and D. Mayurika

152-155

29 Contemporary Issues in Marketing of Health Insurance Services in India 156-162

xix

Dr.S.A. Senthil Kumar and R. Ramamoorthy

30 A Study on Consumer Preference and Satisfaction towards the Usage of Dual

SIM Mobile Sets with Special Reference to Coimbatore City

G. Indrani and Dr.S. Suma Devi

163-167

31 Service Marketing Mix in Tourism - Role of the 5th P, to Make or Break -

Efforts of Kerala to Optimize the Mix

A.S. Radhakrishna Pillai and Dr.S. Pragadeeswaran

168-173

32 A Study on Consumer Behavior and Preference towards Water Purifier

L. Nithya and Dr.S. Suma Devi

174-179

33 A Study on Patient Satisfaction towards Service Provided by Vasan Eye Care

Hospital with Special Reference to Coimbatore City

M. Sulthana Barvin

180-185

34 Evolution of Social Networks in Marketing - An Empirical Analysis

V. Sakthirama and Dr.R. Venkatram

186-190

35 Green and Environmental Marketing

Jasjeet Singh

191-192

36 Branding Strategies of the New Decade

Ashishbanga

193-196

37 Changing Consumer Behavior in the Present Decade

Bhupendrakakay

197-198

38 Major Global Issues Encountered in Automobile Advertisement

D. Arokiaraj

199-203

39 Customer Attitude and Perception towards Private Label Products

Dr. K. Mahendran, S. Moghana Lavanya and Sumiya Banu

204-209

40 Social Marketing

Md.Javid Abbas

210-212

41 Public Attitude towards Advertising –A Study with Reference to Hindustan

Uniliver Limited Advertisements – Tirupati

K. Girish Kumar, G. Vara kumar and Dr.B. Amarnath

213-218

42 Advertisement and Promotion Factors to Drive Indian Telecom Sector to

International Market: an Empirical Study

S. Rajeswari and Dr.Y. Srinivasalu

219-224

43 Marketing Implications for Green Businesses

Kranti Chintakunta

225-230

xx

44 Impact of Television Advertising on Children –An Overview

C. Boopathy and Dr. M. Latha Natarajan

231-236

45 A Study on Consumers Impulse Buying in Retail Stores

Karthika, Dr. R. Mary Metilda and Dr. S. Prakash

237-244

46 Impact of the Social Media on the Consumer Behavior of the College

Students

M. Saravanapriya and S. Aramvalarthan

245-250

47 Relationship between Service Quality (SQ) and Bank Client Satisfaction

(BCS) in South Eastern Region (SER) of Sri Lanka

Ismail

251-255

48 Impact of Personality on Retail Patronage Behavior of Shoppers

T. Thiruvenkadam and Dr. N. Panchanatham

256-262

49 E-Marketing Impact on the Global Marketing

Javad sharifi boroujeni

263-267

50 A Study on the Effectiveness of Celebrity Endorsements for Cosmetics

among Young Women in Chennai City

LataRamaseshan and Dr. C. SamudhraRajakumar

268-273

51 A Study on Advertising Importance in Recent Trends

B. Merceline Anitha

274-279

52 Influence of Social Networking Sites on Business Performance

C. Magesh and Dr. K. Tamizh Jyothi

280-284

53 Consumer Behaviour Models: A Theoretical Approach

V. Viswaprakash and Dr. K. Sentamilselvan

285-290

54 A Study on the Effectiveness of Celebrity Advertisement among the College

Students

Dr. B. J. Mohit Wills, V. Suresh, K. Jaiganesh

291-298

55 How to Promote a Brand – A Case Study on Hamam

Dr. S. Muthumani and S. Lakshmi

299-304

56 A Study on the Awareness and Satisfaction of Technology Services Offered

by Banks

Preethi Sheshadri and Dr.S. Sheela Rani

305-309

57 College Students Satisfaction Level on SMS Services offered by Various

Mobile Phone Service Providers with Special Reference to Erode District – A

Study

Dr. A.G. Sudha and T. Mohanapriya

310-315

58 Green Marketing

M. Revathy and Dr.N. Kalyanaraman

316-319

xxi

59 Impact of Shopping Duration and Unplanned Purchases on Customers’ Share

of Wallet

C.R. Senthilnathan and Dr. K. Maran

320-326

60 Measuring Brand Equity of Top Ranked Public Sector and Private Sector

Banks in Cuddalore Town

S. Dinesh and Dr. P. C. Sekar

327-332

61 Social Networking Sites – its Impact on Business Communication

T. Kumar

333-338

62 Power of Word-of-Mouth with Other Channel of Communication in Purchase

Decisions

K. Natarajan and Dr. K. Soundararajan

339-343

63

Empirical Study on Service Quality Performance of Organized Retail Sector

with Reference to Grocery Stores in Trichy

C. ThirumalAzhagan and Dr. P. S. Nagarajan

344-352

64 Service Quality Gap in Private Sector Banks in Dindigul District

Dr. M. Ponniah

353-359

65 Customers’ Expectations, Perceptions and Service Quality Gap in Public

Sector Banks in Dindigul District

Dr. M. Ponnia

360-369