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Volume 43 • Number
6 • June 2013 |
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Chocolate Packaging and Purchase Behaviour: A Cluster Analysis Approach |
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Indian Journal of Marketing, Volume 43, Number 6, pp. 5 -
14. |
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Packaging is regarded as an important component of our
modern lifestyle, and a significant element of the branding
process. Changing consumers' lifestyle and increasing
self-service has positioned product package as a tool to
stimulate impulse buying and increase sales promotion.
Chocolate is a product which is consumed irrespective of age
barriers. Today, chocolate is marketed in different ways to
different consumer segments and hence, packaging of
chocolates is ,therefore, critical. This study used a
hierarchical cluster analysis approach to organize a group
of 240 students into meaning clusters based on a combination
of several independent chocolate packaging cues (cluster
variables), which maximized the similarity of cases within
each cluster while minimizing the dissimilarity between
groups that were initially unknown. This was followed by one
- way ANOVA to ascertain the significant differences between
the groups on the classifying variables. Results reflected
that cluster variables ("Price and purchase decision") were
of paramount importance in purchase of chocolate bars.
Cluster variables "Look for expiry dates," "Colour and
purchase decision," and "Shape and purchase decision" were
significant across all the three clusters. Variables like
"Brand name and purchase decision," "Packaging material and
purchase decision," "Picture and purchase decision," and
"Size and purchase decision" were significant only for
Clusters 1 and 2. "Look for ingredients," "Look for
manufacturing unit's address," and "Look for nutritional
information" were significant for Clusters (1, 3) and (2,
3). Thus, the study scrutinized the key packaging cues
influencing 'student clusters'. |
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Keywords: chocolate, cluster, packaging, product,
purchase |
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Suraj Kushe
Shekhar
Ph.D. Scholar, Department of Management Studies
Kannur University, Thalassery Campus, Kannur - 670661,
Kerala.
surajkushe@gmail.com
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P. T.
Raveendran
Professor, Department of Management Studies
Kannur University, Thalassery Campus, Kannur - 670661,
Kerala.
ravindranpt@gmail.com
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Influence of Physical Evidence on Service Brand Image Dimensions and Brand Equity |
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Indian Journal of Marketing, Volume 43, Number 6, pp. 15 –
28. |
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Branding and brand equity benefits have long been
established for goods. Services which are said to be unique
and different from goods in view of its unique
characteristics need a different approach. The marketers
have been trying to influence the consumers through the
various marketing mix elements. In services, apart from the
traditional mix elements, there are additional elements that
hold relevance, collectively referred to as extended
marketing mix elements. Among the elements, physical
evidence has a definitive influence on brand image and
subsequent brand equity. Services are high in experience
quality, are personal in nature, and the consumers'
experience with the service firm is a key determinant to
image perception and brand equity. Physical evidence
encompasses the overall experience for the consumer and even
the people element, another mix element, which includes the
employees and the customers, who interact within the
physical environment. A positive experience significantly
affects the firm's brand equity. There is a dearth of
research in the area of marketing mix influence on brand
equity in the area of services .The present paper tries to
empirically investigate the influence of physical evidence
on brand image dimensions like user image, corporate image,
and service image and consequently, brand equity in services
through a study carried out in the retail banking sector.
The findings hold significant value for marketers by aiding
them in identifying the influence pattern. |
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Keywords: brand equity, physical evidence, brand image,
retail banking, services |
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|
Somnath
Mukherjee
Assistant Professor, Department of Management
Birla Institute of Technology, Ranchi Campus, Circular Road
Lalpur, Ranchi-1.
smukherjeebit@gmail.com |
Shradha Shivani
Professor, Department of Management
Birla Institute of Technology, Mesra, Ranchi.
shraddhashivani@bitmesra.ac.in |
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A Study on Post Purchase Behaviour with Special Reference to Mahindra Two Wheelers |
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Indian Journal of Marketing, Volume 43, Number 6, pp. 29
– 39. |
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The two-wheeler market in India is the biggest contributor
to the automobile industry, with a size of
`100,000 million. Today's customers are becoming
harder to please. They are smarter, more price conscious,
more demanding, less forgiving, and collect information
about many more competitors with equal or better offers. The
interaction between consumer expectations and actual product
performance produces either satisfaction or dissatisfaction.
At the higher levels of satisfaction, customers are likely
to re-purchase and even speak well of the company and its
products. The study aimed to assess expectations,
perceptions, and post purchase behaviour of Mahindra scooter
customers, which will enable both the manufacturer and the
distributors to know about the customers' expectations,
perceptions, and post purchase behaviour, that in turn helps
to reduce the post purchase dissonance and aids in enhancing
customer satisfaction. |
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Keywords: customer satisfaction, expectations,
perceptions, post purchase behaviour, two wheelers, scooters |
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| 6 |
Dutta, K., & Dutta, A. (2009). “Customer
Expectations and Perceptions across the Indian Banking
Industry and the Resultant Financial Implications.”
Journal of Services Research, 9 (1), pp.31 - 47. |
| 7 |
Freedonia ( 2013, January 1). “World Motorcycles to
2016 - Industry Market Research, Market Share, Market
Size, Sales, Demand Forecast, Market Leaders, Company
Profiles, Industry Trends.” Retrieved from
http://www.freedoniagroup.com/World-Motorcycles.html |
| 8 |
Harrison, P., & Shaw, R. (2004). “Consumer
Satisfaction and Post-Purchase Intentions: An
Exploratory Study of Museum Visitors.” International
Journal of Arts Management, 6 (2), pp.23-33. |
| 9 |
Hernandez, M., & Fugate, D. L. (2004). “Post
Purchase Behavioural Intentions: An Empirical Study of
Dissatisfied Retail Consumers in Mexico”, Journal of
Consumer Satisfaction, Dissatisfaction and Complaining
Behaviour, 17 (1), pp.152-171. |
| 10 |
IBS Center for Management Research (2010).
“Post-purchase Behavior - An Overview.” Retrieved from
http://www.icmrindia.org/courseware/Consumer%20Behavior/CBC15.htm
. |
| 11 |
India Brand Equity Foundation (2013, April).
“Automobile Industry in India.” Retrieved from
http://www.ibef.org/industry/automobiles.aspx |
| 12 |
Kapuria, D. (2005). “Indian Automotive Industry - An
Opportunity.” [powerpoint presentation] Retrieved from
http://www.hitechgears.com/images/auto_industries_perspective_2005.pdf |
| 13 |
Kotler, P., & Keller, K. L. et al. (2007). “Marketing
Management A South Indian Perspective.” Pearson Prentice
Hall of India, New Delhi, pp.166 - 170. |
| 14 |
Lilly, J. (2010). “Customer Perception and Preference
towards Branded Products (With Special Reference to
Television Sets).” Indian Journal of Marketing, 40 (2),
pp.49- 55, p.61. |
| 15 |
Lin, W.-B. (2009). “A Study of Relations among Service
Quality Differences, Post-Purchase Behaviour intentions
with Personality traits, and Service Recovery Strategy
as Intervening Variables.” International Journal of
Commerce & Management, 19 (2), pp.137- 147. DOI :
10.1108/10569210910967897. |
| 16 |
Lucero, C. (2008). “A Relationship Model between Key
Problems of International Purchasing and the
Post-Purchase Behaviour of Industrial Firms.” The
Journal of Business & Industrial Marketing, 23 (5),
pp.332-342. |
| 17 |
Menji, P. (2009). “Customer Satisfaction with Service
Quality: An Empirical Study of Public and Private Sector
Banks.” The ICFAI Journal of Management Research, 8 (9),
pp.7-18. |
| 18 |
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Government of India (2007). “Automotive Mission Plan
2006-2016.” Retrieved from
http://www.siamindia.com/upload/AMP.pdf |
| 19 |
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Motorcycle Market Forecast.” Retrieved from
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| 20 |
Nair, S. (2007). “World Motorcycles Forecasts for 2011 &
2016.” Retrieved from
http://www.prlog.org/10033859-world-motorcycles-forecasts-for-2011-2016.pdf |
| 21 |
Report Linker (2009, August). “World Motorcycles Market
(including Electric Bikes & Mopeds).” Retrieved from
http://www.reportlinker.com/p0148003/World-Motorcycles-Market-including-Electric-Bikes-and-Mopeds-.pdf |
| 22 |
Saklani, A. et al. (2000). “Positive Disconfirmation as
a Threshold to High Satisfaction.” Journal of Management
Research, 1 (1), pp.31-38. |
| 23 |
Sarangapani , A., & Mamatha, T. (2009). “Rural Consumer
Post Purchase Behaviour and Consumerism.” ASBM Journal
of Management, 2 (1), pp.176-209. |
| 24 |
Sehgal, V. , Ericksen, M., & Sachan, S. (2010). “Revving
the Growth Engine - India's Automotive Industry is on a
Fast Track.” Booz & Company, Retrieved from
http://www.booz.com/media/uploads/Revving_the_Growth_Engine.pdf |
| 25 |
Sekaran, U. (2007). “Research Methods For Business - A
Skill Building Approach.” Wiley India, New Delhi, p.294. |
| 26 |
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S.W. (2009). “Factors Affecting Customer Satisfaction in
After Sales Service of Malaysian Electronic Business
Market.” Journal of Canadian Social Sciences, 5 (6),
pp.9-19. |
| 27 |
Sify (2007). “Two-wheeler Industry Analysis.” Retrieved
from
http://im.sify.com/sifycmsimg/sep2007/Broadband/14529638_Industry_Report_Twowheeler.pdf |
| 28 |
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Key players and Types of two-wheelers.” Retrieved from
http://www.tamilnow.com/articles/indian-two-wheeler-industry.htm |
| 29 |
Zayad Ezilon.com (2008, September 27) . “Motorcycle
industry- Shifting from luxury-oriented to necessity
driven customers.” Retrieved from http://www.ezilon.com/articles/articles/10008/1/Motorcycle-industry--Shifting-from-luxury-oriented-to-necessity-driven-customers- |
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R.
Anitha
Principal, Sasi Creative School of Business
Coimbatore, Tamil Nadu.
anirkgoutham@yahoo.co.in
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V. Kanimozhi
Assistant Professor, Department of Management
Sasi Creative School of Business, Coimbatore, Tamil Nadu.
kanimozhi.viswanathan@gmail.com
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The Success of Shopping Malls Lies in the Hands of Mall Developers : A Study |
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Indian Journal of Marketing, Volume 43, Number 6, pp. 40
– 46. |
|
In India, out of the 12 million sq.ft of Indian shopping
centre space planned for opening in 2012, only about 60
percent was expected to be complete (JLLS) because of the
huge delay in mall projects in India's biggest cities. There
is a stress even in the business model as it is getting a
bit expensive. Real estate prices and construction costs are
rising, but the retail business is not growing enough to
absorb these costs. Retail rents are down by 30 to 40
percent as compared to the peak of 2008 (CRISIL). Shopping
malls, therefore, cannot mushroom without analyzing the
basics like the catchment area, the spending power of the
demography, and its business potential. The malls have to be
situated in places where there is scope for shopping.
Innovation is ,therefore, necessary and the retailers must
be encouraged to enhance their diversity of services, and
food and entertainment options must be encouraged rather
than enhancing the size of the mall/retailer engagement.
Better mall management must create ambience and a hygienic
and a clean environment must be created for family members
to enhance the loyalty of the consumers. The present study
is based on the multiple drivers of growth and the issues
being faced today by these shopping malls when more are
coming up, but they are not able to find the right rentals,
nor the required footfalls. A total marketing effort has to
be made by these upcoming mall developers to make their
ventures a success. |
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Keywords: mall developers, shopping malls, organized
retail, deferment, growth drivers |
| References |
| 1 |
Asia Pacific Property Digest, Fourth
Quarter 2012 (2013). “Improving Sentiment.” published by
Jones Lang LaSalle, Retrieved from
http://www.joneslanglasallesites.com/appd/wp-content/uploads/2013/02/APPD-4Q-2012.pdf |
| 2 |
Asia Pacific Report 4 Q (2011). “Market Beat Retail
Snapshot.” Cushman Wakefield Research, Retrieved from
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temDesc=document&cid=c43300026p&crep=Core&cdesc=binaryPubContent&Country=Asia&Language=EN |
| 3 |
ASSOCHAM Report (2012, October). “FDI in Retail-
Advantage Farmers.” published by Food & Agri Business
Strategic Advisory & Research (FASAR) team- Yes Bank in
association with ASSOCHAM. Retrieved from
http://www.assocham.org/arb/general/Background-FDI-Retail.pdf |
| 4 |
A.T. Kearney (2012). “Global Retail Development
Index (GRDI) Report, Global Retail Expansion: Keeps on
Moving.” Retrieved from
http://www.atkearney.com/documents/10192/302703/Global+Retail+Expansion+Keeps+On+Moving.pdf/4799f4e6-b20b-4605-9aa8-3ef451098f8a |
| 5 |
Business Monitor International (2013). “BMI India
Retail Report Q2.” Retrieved from S B Wire website
http://www.sbwire.com/press-releases/bmi-india-retail-report-q2-2013-new-report-available-227768.htm. |
| 6 |
CRISIL Research (n.d.) “Coverage on Retailing.”
Retrieved from
http://www.crisil.com/pdf/research/research-industry-toc-retailing.pdf |
| 7 |
Deloitte Report (2013). “Indian Retail Market
Opening door” Retrieved from
http://www.deloitte.com/assets/Dcom-India/Local%20Assets/Documents/Thoughtware/Indian_Retail_Report_Opening_more_doors.pdf |
| 8 |
Knight Frank Research Report (2010, December). “India
Organized Retail Market- Diagnosis & Outlook.” Q 1'
2010, Retrieved from
http://www.my.knightfrank.com/research/ |
| 9 |
Parikh, D. (2005). “Measuring Retail Service Quality: An
Empirical Study in a Developing Country.” South Asian
Journal of Management, 12 (2), p. 43. |
| 10 |
PwCPL Report (2011). “Winning in India's Retail Sector -
Factors for Success.” Pricewaterhouse Coopers Pvt. Ltd.
(PwCPL), Retrieved from
https://list2.pwc.fr/assets/files/lettre_retail-and
consumer/pwc_winning_in_india_retail_sector_1.pdf |
|
N. H. Mullick
Professor & Program Director (Marketing)
Institute for International Management & Technology, 336,
Udyog Vihar,
Phase-IV, Gurgaon-122001 , Haryana.
drnhmullick@gmail.com |
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Factors Affecting the Purchase of Staple Goods: An Empirical Study of Edible Oil Purchase in Tripura |
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Indian Journal of Marketing, Volume 43, Number 6, pp. 47
- 53. |
|
Edible oil is the most important type of cooking medium in
India and Tripura is no exception. The present paper is an
attempt to find out the underlying factors that are actively
considered by the consumers in Tripura while purchasing
edible oil. The paper also seeks to find out whether there
is any significant difference in the selection of the
underlying factors by the husband and the wife of the same
family. The paper concludes that Visible Brand, Healthy
Brand, Brand Communication, Packaging Design, Price of the
Oil, and Taste of the oil were the most important underlying
factors considered by the consumers while purchasing edible
oil. This paper also concludes that there is no significant
difference among the selection of variables while purchasing
edible oil by the husband and the wife of the same family. |
|
|
Keywords: factor analysis, Wilcoxon signed-rank test,
visible brand, healthy brand, brand communication, packaging
design, price of the oil, taste of the oil |
| References |
| 1 |
Afroj, S. (2012). “Factors Considered by
Lower Middle Class People of Khulna City, Bangladesh on
Buying Some Selective Consumer Products.” Global Journal
of Management and Business Research, 12 (5), pp. 1-10,
Retrieved from
https://globaljournals.org/GJMBR_Volume12/1-Factors-Considered-By-Lower-Middle.Pdf |
| 2 |
ICRA Rating Feature (2011). “Indian
Edible Oils Industry: Key Trends & Credit Implications.”
Retrieved from www.icra.in/Files/ticker/Indian_Edible_Oils_
- note11072011pdf |
| 3 |
Kotler, K. et al. (2009). “Marketing
Management: A South Asian Perspective.” 13th Edition,
New Delhi, India, Pearson Prentice Hall, p.168. |
| 4 |
Kujala, J. T., & Johnson, M. D. (1993).
“Knowledge and Search Behaviour for Habitual Low
Involvement Food Purchases.” Journal of Economic
Psychology, 14 (2), pp. 249-265. |
| 5 |
Kulshreshth, S., & Datta, P. (Eds.)
(2012). “The Marketing White Book 2012-13: One-Stop
Guide for Marketers.” 8th Edition, Business World, ABP
Pvt. Ltd., New Delhi, pp.189-191. |
| 6 |
Ramesh, P., & Murughan, M., (2012).
“Edible oil Consumption Pattern in India.” Retrieved
from www.ameft.com |
| 7 |
Sarwade, W.K. (2011). “Brand Preferences
and Consumption Pattern of Edible Oils in Maharashtra
State.” International Conference on Economics and
Finance Research, IPEDR Vol. 4 , pp. 330-334. |
|
Manish Das
Assistant Professor, Department of Business Management
Tripura University, Surjyamaninager, West Tripura - 799022.
das_maddy_23@yahoo.com
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Co-Branding: A Case Study of Micromax and MTV |
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Indian Journal of Marketing, Volume 43, Number 6, pp. 54
- 60. |
|
Co-branding is an instrument to introduce new products in
the market by partner brands. The aim of the present case
study is to identify the usefulness of co-branding in brand
building. Partner selections in co-branding as well as the
pessimistic side of co-branding have also been included in
the present research. The paper also discusses the role of
co-branding with the help of Micromax and MTV case study.
The study analyzes why partner selection is an important
aspect in co-branding. Proper partner selection increases
the brand equity of each partner. The study also discusses
the advantages and disadvantages of co-branding. The
research concludes that companies are adopting co-branding
as an extension strategy to maintain and to gain the market
share by introducing fresh products. |
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Keywords: brand, co-branding, marketers, partners, MTV,
Micromax |
| References |
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“Consumer Evaluations of Brand Extensions.” Journal of
Marketing, 54 (1), pp. 27-41. |
| 2 |
Aaker, D. A. (1991). “Managing Brand Equity.” The
Free Press, New York, pp.15-100. |
| 3 |
Akula, R. (2008). “Co-Branding - An Innovative
Strategy in Marketing.” Indian Journal of Marketing, 38
(6), pp. 29- 30, p. 41. |
| 4 |
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| 5 |
Deshmukh, M., (2011). “How to Select the Most
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http://toostep.com/idea/how-to-select-the-most-appropriate-brand-partner |
| 6 |
Eysenck, M. W., & Mark, T. K. (1990). “Cognitive
Psychology.” Lawrence Erlbaum Associates, London, pp.
50-100. |
| 7 |
Gaurang (2010). “Micromax Launches MTV X 360, A
Co-Branded Mobile.” Retrieved from
http://teleguru.in/2010/02/1527/ |
| 8 |
Ghosh, P. (2009). “Can Co-branding Help in Better
Brand Building.” Retrieved from
http://toostep.com/debate/can-Co-branding-help-in-better-brand-building |
| 9 |
Grossman, R. P. (1997). “Co-branding in
Advertising.” Journal of Product Brand Management, 6(3),
pp.191-201. |
| 10 |
Hadjicharalambous, C. (2001). “Show me your Friends
and I will tell you who you are: A Consumer Evaluation
of Co-branding Extensions using Structural Equation
Modeling.” Unpublished Doctoral Dissertation: Baruch
College, The City University of New York, pp.10-50. |
| 11 |
Hampton, J. E. (1987). “Inheritance of Attributes in
Natural Concept Conjunctions.” Memory and Cognition, 15
(1), pp.55 - 71. |
| 12 |
Hampton, J. E. (1997). “Conceptual Combination:
Conjunction and Negation of Natural Concepts.” Memory
and Cognition, 25 (6), pp. 888 - 909. |
| 13 |
How Micromax sells 1 million handsets every month
(2010, April 2). Retrieved from
http://business.rediff.com/interview/2010/apr/02/tech-inter-how-micromax-sells-1-mn-handsets.htm |
| 14 |
Joseph, L. (2010). “Micromax challenges Samsung, LG
in Mobile Phone Stakes.” Retrieved from
http://www.livemint.com/2010/02/08221833/Micromax-challenges-Samsung-L.html |
| 15 |
Loken, B., & John, D. R. (1993). “Diluting Brand
Beliefs: When do Brand Extensions have a Negative
Impact?” Journal of Marketing, 57 (3), pp.71-84. |
| 16 |
Mohan, B. C., & Sequeira, A. H. (2013). “Brand
Equity and Business Performance: Towards A Conceptual
Framework.” Indian Journal of Marketing, 43 (2), pp. 5 -
10. |
| 17 |
Park, C. W, Bernard, J. J., & Deborah, J. M. (1986).
“Strategic Brand Concept-Image Management.” Journal of
Marketing, 50 (4), pp.135 - 145. |
| 18 |
Park, C. W., Milberg, S., & Lawson, R. (1991).
“Evaluation of Brand Extensions: The Role of Product
Feature Similarity and Brand Concept Consistency.”
Journal of Consumer Research, 18 (2), pp.185 - 193. |
| 19 |
Park, C. W., Sung Y. J., & Allan, D. S. (1996).
“Composite Brand Alliances: An Investigation of
Extension and Feedback Effects.” Journal of Marketing
Research, 33 (4), pp.453 - 466. |
| 20 |
Rao, A. R., & Robert, W. R. (1994). “Brand Alliances
as Signals of Product Quality.” Sloan Management Review,
36(1), pp.87- 97. |
| 21 |
Samu, S, Krishnan, H. S., & Smith, R. E. (1999).
“Using Advertising Alliances for New Product
Introduction: Interactions Between Product
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Marketing, 63(1), pp.57 - 74. |
| 22 |
Simonin, L. B., & Ruth, J. A. (1998). “Is a Company
known by the company it keeps? Assessing the Spillover
Effects of Brand Alliances on Consumer Brand Attitudes.”
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| 23 |
Vishnu, J. (2011). “What are the aspects that one
should consider while co branding with another product.”
Retrieved from
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| 24 |
Vishnu, J., (2010). “Micromax Co-branding with MTV :
will this be successful?” Retrieved from http://toostep.com/debate/micromax-Co-branding-with-mtv-will-this-be-successfull. |
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Mokhalles M. Mehdi
Assistant Professor of Marketing, MIS & IT, School of
Business
The Assam Kaziranga University, Koraikhowa
NH 37, Jorhat, Assam.
mokhalles83@gmail.com |
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