A Peer Reviewed International Journalicmrr.org/August_2013/IJMRR/0821300full.pdfTABLE SHOWING THE CONSUMER PREFERENCE TOWARDS AAVIN PRODUCTS Customer preference No. of respondents

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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

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A Peer Reviewed International Journal

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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


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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.

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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

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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.

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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.

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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.

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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.


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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

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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.

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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.

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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%.

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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.

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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

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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)



20 mm 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

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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

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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

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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-


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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.


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.

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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

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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

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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)



Linear-by-Linear

Association

12.342 1 .000


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

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Chi-Square Tests




Linear-by-Linear

Association

2.664 1 .103


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




Linear-by-Linear

Association

41.419 1 .000


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

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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

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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


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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.

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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.


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

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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.


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.

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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

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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

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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

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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.

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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


The above table 4 shows the expectation and perception of passengers on the reliability


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

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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.


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


factors.

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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


The above table 5 shows the expectation and perception of passengers on the Responsiveness


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.

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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



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


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.

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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.


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



factors.

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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


The above table 7 shows the expectation and perception of passengers on the Empathy


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

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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


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.

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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.

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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.

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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


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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

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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.

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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


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.

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Place of Purchase of Durable Product by the consumer Respondents

Durables

Brand Awareness

Mobile

phone


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


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


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

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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.

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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.

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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


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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

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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

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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.

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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.

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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 nonparametric 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

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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.

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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.

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Documents

A Peer Reviewed International Journalicmrr.org/August_2013/IJMRR/0821300full.pdfTABLE SHOWING THE CONSUMER PREFERENCE TOWARDS AAVIN PRODUCTS Customer preference No. of respondents