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Country
of Origin and its Impact on Product Evaluation: A Conjoint
Analysis Study of Indian Consumers
--
Anil Gupta and Neelika Arora
Country of Origin research is one of the widely researched
areas in marketing. However, there are limited studies, which
have focused upon Indian consumers, the last being in 1986.
This paper examines the country of origin effects on consumers'
product evaluation with respect to two products: Television
and mobile phones. A conjoint analysis study reveals that
brand is the most important attribute followed by country
of origin for both products. Japan is the most preferred source
country for both the products followed by India. The findings
also indicate that the presence of authorized service center
is critical in product evaluation, in case of television.
©
2004 IUP. All Rights Reserved.
Service
Communication Challenges in the Tourism Industry: Gap 4 of
the Integrated Gaps Model of Service Quality Revisited Through
Select Cases
--
Ratnaja Gogula and Roli Sehgal
This paper explains about the Gap 4 of the Integrated Gaps
Model of service quality by Zeithmal and Bitner, the mismatch
between how the customers perceive service quality and how
the service provider interprets customer expectations of service
quality and the external communication issues for Tourism
Service Providers. The key reasons for Gap Model are the lack
of integrated services marketing communications, ineffective
management of customer expectations and different levels of
information, etc. Four cases on Shimla, Taj Mahal, Orchha,
and Kaudiyala Rafters Camp, which are tourist destinations,
are discussed. Important drives are studied for a tourist
who has visited or plans to visit the location, and these
have been found to be unique for different customers visiting
different locations. Further, Tourism Service Communication
Content and Corrective Directions are also suggested.
©
2004 IUP. All Rights Reserved.
A
Study on the Influence of Packaging in Brand Selection in
Toothpaste Industry
--
C
Anandan
The not so commonly dealt marketing strategy that most of
the firms will not be giving much importance may be packaging
of products. But still, it is of great relevance to judge
how far the betterment of packaging has influenced the preference
of customers to a specific brand and at the same time preventing
any major ecological hazards. Keeping in view the growing
concern of customers for a healthier and fit life, and the
importance being given to dental cleaning, the influence of
packaging on toothpaste industry is taken as the thread for
this study and the related aspects of packaging and other
influential factors are dealt with, keeping in view the growing
popularity of a better and attractive package for products
among the customers and the firms as well. The various dimensions
of packaging ranging from protection of contents to enhancing
the overall utility of the product have also influenced this
study. Packaging may be considered as a true value catalyst
in the toothpaste industry in view of the brand value it adds
to the product and the superior brand image it creates in
the customer's mind. The contributions from the respondents
and their cooperative attitude towards the survey conducted,
has helped a lot in sorting out the various crucial problems
facing toothpaste industry, which all melted down to some
feasible and fine solutions which any toothpaste firm can
implement without much prior preparations.
©
2004 IUP. All Rights Reserved.
Towards
Comprehensive Understanding of Characteristics of Successful
Entrepreneurs
--
R Nirmala
What makes an entrepreneur? Is he born or made? What are those
characteristics that differentiate successful entrepreneurs
and those that are not? Researchers had attempted to answer
these and related questions, with the primary objective of
identifying the profile of a successful entrepreneur and to
ascertain whether this profile remains common across different
cultures and across different disciplines. This conceptual
paper synthesizes the understanding of the almost mythical
personality of a successful entrepreneur.
©
2004 IUP. All Rights Reserved.
Competitive
Advantage in E-tailing: Use of Marketing and Technology
--
M
Krishna Chaitanya
Experts cite the lack of a sound business plan and a diminished
regard for basic marketing and management practices as major
reasons for the failure rate of Web-based retailers. The dotcom
platform alone was often viewed as a sufficient basis for
business success. This article provides a guide in applying
marketing management principles to Internet-based retailers.
The format for this guide uses marketing management plans,
providers, access, distribution, markets, products, prices,
and promotions. The practices and examples provided in this
guide are useful for gaining competitive advantage in the
retail and dotcom marketplaces.
©
2004 IUP. All Rights Reserved.
Marketing
- A Definitional Perspective for the 21st Century
Indian Marketer --
Suresh Garimella
Ever since the discussion on the nature and scope of marketing
was presented by Shelby Hunt, a lot of comprehensive corrections
have been attempted to be made to the definition of Marketing.
These definitional corrections were not just restricted to
the academia, but even the practitioners of marketing who
were and are asking questions about the scope of this discipline.
As is common with the practitioners, they answer their questions
largely within the domain of their own organizations and therefore
are limited by scope as well as exposure. However, gross global
changes as well as changes within various nations are presenting
a variety of dimensions that need to be recognized by all
concerned with the field of marketing. Is marketing of the
national culture and heritage, part and parcel of the domain
of the marketing functionary of an Indian goods marketer?
Is there a role for the marketing functionaries of a services
firm in influencing the decision as to whether a nation should
host the Olympics? What is the role of the marketer in the
protection of the environmental flora and fauna? Is he to
be concerned with the social responsibility profile of his
organization? Should the marketing manager of a consumer durables
company be interested in improving the literacy rates? Can
the definitional clarification of the field of marketing be
of any help in answering the above questions? Can academia
and industry agree upon the operational scope of marketing
in different kinds of economies? This paper will attempt at
answering some of these questions. The discussion is largely
theoretical and opinionated. No quantitative support is likely
to come by. However, the attempt will be to present a perspective
of marketing that will bring clarity both for the practitioners
and the academia.
©
2004 IUP. All Rights Reserved.
Bangalore
Water Supply and Sewerage Board (BWSSB)
--
Jayasimha
K R and Makarand Nadakarni
This case provides a comprehensive account of the origin,
foundation, growth, managerial and operational problems, labor
relationship, decline in performance, change of ownership,
and the initiatives taken by the new management team to revive
the company.
©
2004 IUP. All Rights Reserved.
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