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The IUP Journal of Marketing Management
ISSN: 0972-6845
A ‘peer reviewed’ journal indexed on Cabell’s Directory,
and also distributed by EBSCO and Proquest Database

Aug'16

Previous Issues

The IUP Journal of Marketing Management is a quarterly journal focusing on marketing strategy, marketing research and techniques, brand management, advertising, consumer behavior and other emerging and interdisciplinary issues.

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  • Marketing Strategy
  • Marketing Research and Techniques
  • Brand Management
  • Advertising
  • Consumer Behavior
  • Emerging and Interdisciplinary
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An Evaluation of In-Store Services to Enhance Customer Satisfaction
Behavioral Intention of Online Patronage: An Empirical Study of Determinants at Greater Noida
Portrayal of Women in Indian TV Advertisements: A Study of Audience Perception
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Contents
(August 2016)

An Evaluation of In-Store Services to Enhance Customer Satisfaction

-- V V Devi Prasad Kotni

Retail services are activities or a series of activities performed by retailers that are designed to enhance the customer satisfaction levels. In-store services are a kind of retail services provided by the retailer to ensure maximum customer convenience while the customers are shopping inside the outlets. The customers can be attracted and retained to a particular outlet if they are provided maximum convenience during shopping and maximum satisfaction after shopping. Hence it is very important for every retailer to know the expected in-store services by their target customers. The studies so far have either concentrated on overall retail services or determinants of a retail outlet choice. Therefore, an attempt has been made to organize a specific market research that identifies especially in-store services that enhance customer satisfaction by listening to the voice of the customers. A good number of retailers/retail managers of shopping malls, hypermarkets and supermarkets have been interviewed to know the in-store services provided by them. A structured questionnaire has been designed in such a way that it reflects the voice of the target market as it considers all in-store services obtained from interviews and previous studies. This specific market research can be organized in other urban/rural retail markets of the world by generalizing the methodology and variables (in-store services).

Article Price : Rs.50

Behavioral Intention of Online Patronage: An Empirical Study of Determinants at Greater Noida

-- Bishwa Ranjan Kumar and Nishakant Ojha

In this refinement and evolution-centric marketplace consumers’ decision-making process has grasped yet another medium, the medium of Internet, as an alternative channel for shopping. E-tailing is no more an emergent area of nascent organized retailing in India, rather it has leapfrogged and promises to be a multibillion industry in the future. With venture capitalists pouring funds, the sector has made industry and academia sit up and contribute towards its development. The purpose of this paper is to explore the determinants of shopper behavior such as convenience, customer service, Perceived Ease of Use (PEOU), Perceived Usefulness (PU), social networking, and website attributes to examine the influence of these factors on the behavioral intention to buy from online retail stores. The study is based on primary data collected from a sample of 145 respondents from colleges in Greater Noida by using simple random sampling technique. Necessary secondary data is also used to reinforce the model. A structured non-disguised questionnaire is administered and responses are measured on a 5-point Likert scale. Statistical tools like multiple correlations, multiple regressions and ANOVA are used to find out the strength of relationship and degree of association among the variables entered into the model.

Article Price : Rs.50

Portrayal of Women in Indian TV Advertisements: A Study of Audience Perception

-- Madhusmita Das and Sangeeta Sharma

Women nowadays have become an integral part of advertisements, both as the consumer and the influencer. Advertisers are usually criticized by the audience for portraying women as stereotypical and decorative objects. The perception of the audience regarding their portrayal in advertisements keeps on changing in its degree and intensity. The objective of the present study is to explore the perception of the audience regarding the portrayal of women in Indian TV advertisements and the differences among them on the basis of their gender, age and level of education. 104 respondents (equal number from both sexes) are randomly selected for the study. The primary data is collected through the survey method with the help of a structured questionnaire. The t-test and one-way ANOVA test, specifically the Tukey’s HSD test, are used to explore the perception difference among and within the groups. The findings of the study suggest that there is a statistically significant difference among the respondents’ perception on the basis of their gender, age and level of education. The study finds that men and women differ in their perceptions significantly; especially the younger generation (18-19 years and higher secondary qualified group) is found to have a statistically significant different perception in comparison to the other age and level of education groups taken as the subjects of the study, on the issue.

Article Price : Rs.50


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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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