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Impact of Store Size on Impulse Purchase
-- Sumeet Gupta, Xu Heng and Vimal Sahu
Every store, whether organized or unorganized, attempts to entice customer towards its products and services.
In-store stimuli, such as product display, product price, large variety, store ambience, etc., form the core
reasons that influence consumers to purchase on impulse. Clearly, a large store must be able to attract more
impulse purchases from a customer as compared to a small store. However, there is a caveat here. The impulse
purchases made from a large store must be large enough to justify the investment and turnover of the store as compared
to a smaller-size store. Therefore, in this research we study the influence of store size on impulse purchase. The
study reveals that the impulse purchase as a ratio of total spending is high for the mid-sized departmental stores
when compared to small-sized and big-sized retail stores.
© 2009 IUP. All Rights Reserved
Effect of Switching Cost, Service Quality and Customer Satisfaction on Customer Loyalty of
Cellular Service Providers in Indian Market
--
S K Chadha and Deepa Kapoor
As the current market place becomes more competitive, consumers tend to become more and more
demanding. Mobile telecommunication service sector in India has been experiencing the highest growth rate in terms
of subscribers and revenues. With the increasing competition in cellular services, the consumers are
demanding more. The main condition for protecting the subscriber base is to win customer loyalty. This study attempts
to examine the effect of switching cost, service quality and customer satisfaction on customer loyalty in the
mobile telecommunication services. As many as 220 users of GSM services were surveyed in two cities in India. The
data was analyzed by regression analysis. The study shows that the switching cost, service quality and
customer satisfaction have positive association with customer loyalty. However, the customer satisfaction was found to
be the best predictor of customer loyalty.
© 2009 IUP. All Rights Reserved.
Viewer Relationship Management in Indian News Channels: An Analysis Using 7 Ps Framework
-- Anand Sapre and Amit Nagpal
People are curious and they watch news to get their curiosity satisfied. News is a window to the issues
affecting a person's world and the manner in which it is conveyed shapes the news, consumers' opinions and beliefs.
It allows the development of views on various topics, be it in terms of social structure, economic conditions
or political scenario. The question arises, `Can news channels provide better services with the use of Viewer
Relationship Management (VRM)?' Since news channels are a part of services, VRM analysis has been presented using the
7 Ps framework or services marketing mix.
© 2009 IUP. All Rights Reserved.
CASE
STUDY
A Case Study on ORPAT Group's Diversification
-- Khuman L Rathod
The Case deals with the ORPAT Group-one of the most successful family run business houses of Gujarat,
which has made its preference felt in several areas. With infusion of new blood and changing scenario, the group
has diversified businesses.
© 2009 IUP. All Rights Reserved.
BOOK
REVIEW
The Game - Changer: How You can Drive Revenue and Profit Growth
with Innovation
-- Authors: A G Lafley and Ram Charan Reviewed by Shailendra Dasari
Innovation, the prime mover of growth and competitiveness of corporate
entities, is surprisingly yet to be adopted as an integral part of business by a
large majority of organizations all over the globe. Apart from the lip service to
this `fancy' subject by some high profile CEOs and management gurus who have
been instrumental in producing quite a few titles, the efforts made to use
innovation as a strategy for growth and survival
of businesses are hardly visible, barring the initiatives of a few global organizations.
© 2009 IUP holds the copyright for the review. All Rights Reserved.
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