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Brand Personality: An Empirical Study of Four Brands
in India
-- Saptarshi Purkayastha
The main objective of this study is to empirically measure the
brand personality of four chosen brands, viz., Motorola,
Raymonds, Samsung and 7 Up in the Indian context using a framework of brand
personality scale, as developed by Aaker (1997). The study was carried out
in Hyderabad. A questionnaire was designed for
this purpose. It contained the entire set of personality traits from
the Aaker's brand personality scale. In the
questionnaire, the respondents were asked to answer 15
questions with the purpose of measuring different dimensions of
brand personality. These questions were structured
on the Likert scale model. The data, obtained when analyzed using
factor analysis, gave different brand personality dimensions
which contained separate variables for different
brands, indicating that each brand should be treated
separately and the scale cannot be generalized for different types of
brands: 7 Up stood for sincerity, Samsung stood for innovativeness, Motorola for feisty and Raymonds for
excitement.
© 2009 IUP. All Rights Reserved.
Job Satisfaction Level of Scientists
in Government-Owned Research and Development Organizations in India
- - Ruchi Tewari
The paper focuses on job satisfaction of scientific professionals
working in government-run research and development organizations which are targeting indigenous technology developments.
The organizational structures of most of these organizations are divided into projects and facility
groups, where the former plays a proactive role in planning and conceiving and the latter provides
the deliverables and fulfilling requirements. The scientists in both the groups are engineers, and
therefore, are equally qualified and recruited at the same starting salary. Therefore, it made an interesting
study to investigate and compare their job satisfaction levels using Paul Spectors' Job Satisfaction
Survey (JSS) as the measurement instrument. The results show that as against the common
perception that the educated and learned scientists of our country are dissatisfied and are looking towards
careers in Western countries, the scientists are generally a satisfied lot and that beyond salary,
contingent rewards and recognition among co-workers will be the deciding factors for job satisfaction among
the intellectual and scientific community.
© 2009 IUP. All Rights Reserved.
An Insight into
Sustainability Reporting
-- Arup Choudhuri and Joy Chakraborty
The concept of sustainability has traditionally emphasized the environment,
although the focus of achieving sustainability encompasses other factors, such as
economic development and social equity. In the last few decades, financial reporting practices have
changed drastically from its black and white domain to greener pastures. In spite of such developments,
there is no unique business reporting structure that could illuminate the investors about the
sustainable performance of an organization besides the traditional financial statements. This paper unveils
the significance of disclosing sustainability performance statements in annual reports of the
companies and the initiatives that have been taken in that direction.
© 2009 IUP. All Rights Reserved.
Factors Influencing the Purchasing Decisions of Motor Bike Consumers:
A Comparative Study of Popular Brands
-- B S V Ramarao
In the present marketing scenario, competition plays a vital role. There is
a need for improvements of new products to face various challenges in the world market. Because
of this, companies are working on innovative ideas to bring improvements in their product design,
efficiency, look and better workability and so on. Now-a-days, motor vehicles have become the middle class
people's comfortable mode of transport. Out of all the available brands/companies, a few like Hero Honda,
Yamaha, Bajaj, TVS are highly popular. Of these, Hero Honda
is well-established in the market. Many surveys
have shown considerable difference between Hero Honda and the others. Observation of consumer behavior
is very important for any kind of manufacturer for making further improvements in their products. In
this study, consumer behavior is observed in two time frames, i.e., 2004 and 2008, and then comparison
is made to highlight and discuss the changes.
© 2009 IUP. All Rights Reserved.
Employers' Perspectives Regarding Performance Appraisal and
Reward Philosophy in Insurance Sector in Haryana
-- Neeraja and Aman
This paper studies the employer's perspectives regarding performance appraisal and reward
philosophy and the effect of demographic variables on it. The sample is selected on the basis of
convenient sampling method. This study is based on the hypothesis that demographic variables and
employers' opinions are independent of each other. This paper analyzes the data by using factor analysis,
reliability tests and chi-square Tests.
© 2009 IUP. All Rights Reserved.
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