Search

In recent years, consumers are increasingly attracted to nutraceuticals, an important part of food considered propitious for human health. Therefore, consumers are willingly switching to nutraceuticals and are ready to pay the premium price. This review aims to identify various factors that govern consumer purchasing of nutraceutical products. The outcomes presented in the review provide a closer understanding of consumer attitudes toward buying behavior and their impact on the growth of the global nutraceutical market. The nutraceutical market has been identified depending on the type of nutraceuticals, forms, and regions governing the nutraceutical market. Factors such as health consciousness, knowledge about a product, product availability, price, marketing strategies, and social factors influence consumers' actual buying behavior toward nutraceutical products. A mini survey in Mumbai city of India was conducted to add practical data to the review, and factors affecting consumers' willingness to buy nutraceutical products were identified. It was observed that the decision‐making toward buying nutraceutical products was affected by gender, age, education level, and acculturation. It was also identified that the legislation governing nutraceuticals needs to be harmonized throughout many parts of the world, which restricts the growth of this sector to some extent. The findings elucidate that nutraceutical industries should overcome the regulatory barriers and focus on developing innovative products, which will keep current consumers intact and help increase the consumer base and thus expand the nutraceutical market globally. [ABSTRACT FROM AUTHOR]

This study examines the factors influencing the choices of management students in India when selecting private business schools. A sample of 161 students from the top 100 privates as per the National Institutional Ranking Framework (NIRF). B-Schools in India were surveyed to explore the key determinants. The findings reveal that placement opportunities, location, and social media posts play a significant role in influencing student’s selection of private business schools. The research emphasizes the importance of considering these factors when designing marketing strategies for private business schools in India. Additionally, it raises concerns about the growing impact of social media on the decision-making process. The study provides valuable insights into the decision-making behaviours of management students and offers implications for educational institutions and policymakers. These findings can be utilized by educational institutions to develop effective marketing strategies to attract prospective students and by policymakers to improve the quality of higher education in India. [ABSTRACT FROM AUTHOR]

The third-largest by volume and the fourteenth-largest by value in the world is the pharmaceutical industry in India. It is one of the highest distributors of medicines in the world. The pharmaceutical market of India has unique characteristics and differentiate it from other countries. It has its own opportunities and challenges. There are only certain sectors which have flourished in Covid -19 period and pharmaceutical industry is one of them. Pharmaceutical marketing strategies in right direction will play an important role in the changing scenario. Those Pharmaceutical companies which will be selecting strategically correct marketing strategy, to influence the prescribing behaviour of doctors will be benefitting maximum. Huge promotional budget is allotted by the pharmaceutical companies for the advertisement of products, but choosing correct method of influencing the prescribing behaviour of doctors has a vast significance. This paper review & examine the various pharmaceutical strategies applied by the companies on doctors and their impact. Research has a vast academic relevance that it will provide an in-depth insight in the field of pharmaceutical marketing and managerial relevance in a way that conclusions of this research will guide the pharmaceutical companies to make better decision making in regards to selection of efficient pharmaceutical marketing strategy. The finding reveals that there are several strategies which are being used by pharmaceutical companies and there is a strong effect of these pharma marketing methods. [ABSTRACT FROM AUTHOR]

This paper, based on an empirical study of private schools (n=35) and families (n=105) in select localities (n=3), explores how diversified school market(s) operate in Alwar city in Rajasthan in India. It observes that private schools execute a range of strategies, both ethical and unethical, to influence parents and attract admissions. School strategies range from the most modern methods such as advertising through local television channels, WhatsApp, Facebook, roadside billboards, wall-paintings, door-to-door visits, etc., to the invoking of primordial affiliations such as kinship ties, caste, and religious identities to reach out to parents. Schools use promises like offering better English-medium education, ensuring the safety and security of children, strict discipline, and providing coaching to prepare students for admission to prominent government schools and the engineering and medical institutes of the country as marketing strategies to help them flourish in a competitive education market. [ABSTRACT FROM AUTHOR]

The Fast Moving Consumer Goods (FMCG) sector is a foundation stone of the growing Indian economy. This sector strikes every facet of human life. The FMCG producers now realize that there is a lot of prospect for them to enter into the rural market. The rising incomes and growing lifestyle is a significant attraction for this sector. There are more than middle income households in the rural areas as compare to the urban. Thus the rural marketing has been growing progressively over the years and is now bigger than the urban market. Globally, the FMCG sector has been successful in selling products to the lower and middle income groups in India. More than 70% of sales are made to middle class households today and over 50% of the middle class residing in rural India. The FMCG sector is energized about a rapidly increasing rural population whose incomes are intensifying and which is willing to spend on goods designed to improve their lifestyles. Also with a near saturation and cut throat competition in urban India, many manufacturers and marketers of this sector are driven to formulate new strategies for targeting the rural consumers. But the rural penetration rates are low. This presents a tremendous opportunity for manufacturers of branded products who can convert prospective consumers into consumers to buy their products. Companies including Multi National Companies and regional players started developing marketing strategies to attract this untouched market. While formulating the strategies, the marketers need to take care of the rural consumers differently from urban consumers because they are economically, socially and psycho-graphically different from each other. [ABSTRACT FROM AUTHOR]

Tiny Workshops is a place for real designers, woodworkers, tinkerers, craftsmen/women, and creators from around the world to share the spaces where they get work done. When India woke up from the shackles of slavery, it needs its own people to get ready with many talents to build the fort of economy. Evolution of tiny workshops was much needed for the nation. The growth of every single citizen is the growth of the nation. Talents bring opportunities, opportunities pave the way for the vision for the development. Such aspects have accomplishment when evolution of tiny workshops came into force. Marketing is the one of the basic need of the Business in the current day. So the large scale industries and the corporate companies separate their budget for the advertising and marketing. By the way tiny workshops does not have budget for their marketing and advertising for the business. So it is essential for them to handle effective and low cost marketing or advertising method. As they are small scale/tiny organization they cannot afford more or expensive budgets they use tiny strategies and methods for marketing. There are some factors that mainly affect the tiny workshops/workshops like shortage of funds, lack in technology, low skilled labors etc. Hence, the researcher made an attempt to study on marketing strategies followed by tiny workshops with special reference to Coimbatore city. It is found that offering discounts and on time delivery will be the best marketing strategies followed by tiny industries in study area. [ABSTRACT FROM AUTHOR]

Homestays are an emerging tourism and accommodation concept in India which has provided a significant contribution to Indian economy. Homestay offers hospitality which provides an exclusive experience where the tourist gets to know real culture and feel of the estimation. In spite of all the benefits offered by homestays, they are less popular in comparison to other accommodation services in India. This study has focused to review the factors which contribute to success of homestays in Indian Himalayan Region (IHR). The thorough analysis of the study revealed that some important factors leading to success of homestays are accessibility, authenticity, biodiversity, culture, attraction, environment friendly, safety and security of the tourist etc. Lack of awareness to end users is the main barrier which can overcome by using multimedia and advertisement. The finding from this review suggests that by focusing on the determinants of comfortable homestay, proper marketing strategies and sustainable practices, popularity and success of homestay could be highly improved. [ABSTRACT FROM AUTHOR]

Portrayal of women in the webseries differs according to the genera like, crime, comedy, thriller, drama etc. A new order of communication started after covid-19 lockdown where online viewership has increased tremendously on OTT platform especially when it comes to crime webseries in India. India is male dominated society and many issues related to women like, empowerment, education, suppression, harassment etc are still a matter of high concern. These Crime series are high on content like abusive language, explicit sex content, violence etc. and research finding shows that these series are liked to watch more by men in comparison to women. When it comes to the content as these webseries unlike films doesn't have any censor board to control the content and this freedom is seen in the creation and presentation of these series. Aim of the following study is to do a narrative analysis to understand the cultural influence and to have a deeper understanding about the way the women is portrayed in these crime webseries of India. Media have always stereotyped women and created an ideal image of women through its content. The study does an analysis how the women characters are portrayed and whether any ideal women image is portrayed. The study also collected opinion about portal of women in these series where (N=323) and interesting findings were presented both in qualitative and quantitative form. [ABSTRACT FROM AUTHOR]

India is the country of villages as two-third of the population survives in the rural areas. Marketers and the various big brands have major opportunities to enhance their brand value by expanding their market in a rural village. The rural population can generate a lot of profit for the companies therefore companies are showing their interest in the rural market. Large quantities of industrial and manufactured products are consumed by the rural people due to the green revolution. Rural markets provide a lot of opportunities in the form of untapped markets to increase income as well as increase the literacy level. Rural marketing strategy has been implemented by the marketers and Fast Moving Consumer Goods companies to take advantage of the opportunities. This article will help to explore the various possibilities along with the current scenario of the rural market. [ABSTRACT FROM AUTHOR]

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of "costumers" The SM provides a platform where "costumers" are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the "costumer"- brand relationship does have a positive and statistically significant impact on consumers' purchase intention through SM. [ABSTRACT FROM AUTHOR]

The study aims to examine the impact of socio demographic, marketing mix and greenwashing variables on the green purchasing intention (GPI) of Generation Z (Gen Z) towards environmentally friendly packaged drinks (EFPD) in India. The research surveyed 380 respondents who are residents of metropolitan cities of India with a minimum of 14 years of structured learning. The data is analysed through a structural equation modelling (SEM)–based multivariate approach by using SPSS 20 and AMOS 23. The results reflect that green price (PR), green advertisement (AT), green packaging (PG), and socio-demographic variables (SDV) of gender, education, and income positively influence the GPI of Gen Z towards EFPD whereas green washing (GW) reduces the GPI. SDV of age doesn't have any significant influence on GPI. The study provides insights into how companies can effectively utilize green marketing strategies to encourage environmentally friendly purchasing behavior and avoid GW practices that could harm their reputation and reduce consumer trust. Implications and future research directions have been made considering the study's findings. [ABSTRACT FROM AUTHOR]

In the hyper-competitive Indian airline industry, the low-cost carriers as well as full-service airlines are in dire need of innovative marketing strategies to engage their customers. To understand the dynamics behind the process of customer engagement, the purpose of this paper is to gain insights into the lived experience of consumers about their online air-ticket bookings experiences. In total, 60 frequent air travellers were approached to participate in the study and the self-completion diary method was incorporated to record their ticket booking experiences. The responses recorded in the diaries were analyzed on the basis of their content from which eight themes were derived. The findings bring forth the importance of hedonic experiential values along with utilitarian experiential values toward the engagement of customers during the online air-ticket booking process. The current study is one of the pioneers in conceptualization of customer engagement as a third-order construct by uncovering the sub-dimensions of the second order factors—utilitarian and hedonic experiential values. [ABSTRACT FROM AUTHOR]

Safechem Industries was the leading manufacturer of detergents and allied products in Eastern India under the brand name of 'SAFED'. Safed had local factories to service the eastern market at a lower cost than other organized players and this also enabled it to compete with the unorganized sector, especially in the rural markets. The case presents a situation in which the General Manager for Marketing & Strategy at Safechem Industries had to formulate the marketing and growth strategy for the future. The company is based mainly in rural parts of Eastern India. The case describes the detergent industry in India with a special focus on rural markets. It also elaborates on the strengths and weaknesses of Safechem with respect to the detergents market and the strategies adopted by it. The General Manager is expected to choose an appropriate marketing and strategic option to help the company achieve its growth plan. [ABSTRACT FROM AUTHOR]

Stable category meanings act as institutions that facilitate market exchange by providing bases for comparison and valuation. Yet little is known about meaning construction in new categories or how meaning translates into valuation criteria. We address this gap in a descriptive study of these processes in an emerging category: modern Indian art. Discourse analysis revealed how market actors shaped the construction of meaning in the new category by reinterpreting historical constructs in ways that enhanced commensurability and enabled aesthetic comparisons and valuation. Analysis of auction transactions indicated greater intersubjective agreement about valuation over time as the new category institutionalized. [ABSTRACT FROM AUTHOR]

China and India are the fastest-growing major markets in the world and the most popular markets for foreign entrants. However, no study has examined the success or failure of these entries. Using a new definition of success and a uniquely compiled archival database, the authors analyze whether and why firms that entered China and India succeeded or failed. The most important findings are rather counterintuitive: Smaller firms are more successful than larger firms, and firms entering more open emerging markets have less success. Other findings are that success is greater with earlier entry, greater control of entry mode, and shorter cultural and economic distances between the home and the host countries. Importantly, with or without control for these drivers, firms have less success in India than in China. The authors discuss the reasons for and implications of these findings. [ABSTRACT FROM AUTHOR]

The authors examine how organizational dimensions, including corporate culture and market orientation, affect performance in major Indian firms. The research uses a framework (the universal high performance model) developed in the United States and first tested in Japan to assess Indian organizational business-to-business relationships. Although there are some intuitively obvious substantive differences between Indian and Japanese companies, the general pattern of how various factors drive business performance is similar in both countries despite the different economic environments in India and Japan. [ABSTRACT FROM AUTHOR]

Existing literature provides little guidance to international managers for selling to public- and private-sector companies in emerging countries. This research attempts to fill this gap using the context of India. The study focuses on the criteria used by industrial buyers to evaluate suppliers. Four hypotheses related to the differences in the importance placed on economic criteria, familiarity with the supplier, reliability of the supplier, and other capabilities of the supplier by purchasing managers from public- and private-sector companies in India are proposed and tested. Purchasing managers from private-sector organizations place more importance on economic criteria and other capabilities of the supplier than do purchasing managers from public-sector organizations. However, there is no difference in the importance placed on the reliability of the supplier by public-and private-sector purchasing managers. Also, no differences in the perception of familiarity as a supplier evaluation dimension are found. Specific recommendations are made on the basis of the findings that can aid managers in making marketing strategy decisions, including positioning, pricing, product, promotion, and distribution decisions. Finally, limitations of the study and extensions for further research are provided. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination. Design/methodology/approach: The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Ten in-depth, semi-structured interviews were conducted with yoga practitioners from various backgrounds and yoga levels who have travelled to India for yoga tourism purposes. Findings: The findings determined that interpretation of yoga tourism is crucial in the choice of marketing approach adopted by destinations offering yoga retreats because, as the study has shown, various perceptions of yoga constitute the basis for particular promotional strategies. Research limitations/implications: Future research could expand on the sample size and demographics of the current study by investigating, possibly through comparative means, larger groups of more diversified yoga practitioners from different countries or backgrounds. Practical implications: It was recommended that India's tourism marketers re-design their approach concerning an 'authentic' yoga experience. Indian destination marketing organisations should target those searching for an authentic yoga experience and use imagery that is realistic. Originality/value: The findings of this study have led to the re-positioning of yoga tourism in India, utilising a unique combinative approach in which a more inclusive concept of wellness is juxtaposed against a lack of any religious referencing. It was also revealed that the motivations of yoga tourists are only partially targeted through an undifferentiated strategic marketing approach. [ABSTRACT FROM AUTHOR]

Ambassador, a product by Hindustan Motors previously deemed the "King of Indian Roads" has lost its clout with the emergence of the New Economic Policy in India (1991) because of resistance to change and lack of marketing orientation. Not only did the new corporate entrants appear as threats to them, but the consumers' changing demographics, needs, and preferences also went against the company. Therefore, Ambassador, the elegant Indian mystic, was pushed to the taxi segment. But the taxi segment was gradually populated by competitors such as Maruti Suzuki or Tata Indica. The Ambassador brand had again gone into limbo. As a final attempt to survive, the company planned to bring in the New Amby Sub-4 Meter in 2013. However, the managing director was in a dilemma whether to position it as a taxi or a passenger car and what should be the marketing strategy for it. [ABSTRACT FROM AUTHOR]

The author reports a field study of dyadic channel relationships in India. Among the findings is that a manufacturer's perceived power is related positively to the frequency of use of relatively high pressure influence strategies by its field representatives. The need to conduct studies across several industries and countries is underscored by the study findings. [ABSTRACT FROM AUTHOR]

The article contains a section of abstracts regarding foreign marketing from various publications. Some of the articles include "Entering New Export Markets through Concentration and Cooperation Among Firms," "Market Research in India," and "Programming Changes in Marketing in Planned Economic Development."

Copyright of International Research Journal of Business Studies is the property of Prasetiya Mulya Publishing, Universitas Prasetiya Mulya and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Collaboration between firms is not a new concept, but the new thing that can be seen is that the collaborations have increased significantly during the past couple of decades, along with the increasing international competition. Moreover, the nature of collaboration has changed, shifting from peripheral interests to the very core functions of the corporation, and from equity to non-equity forms of collaboration. This paper essentially focuses on the legal framework governing the various aspects of a Joint Venture in India in brief, the methods of Joint Ventures, as well as RBI regulations on the topic. The research methodology adopted is largely analytical and descriptive. Reliance has been placed largely on various sources like articles and online articles. [ABSTRACT FROM AUTHOR]

Small and marginal farmers in India face several difficulties in selling produce due to their scale of production and related transaction costs. Aggregation of produce under the aegis of a producer organization is seen as a possible solution for improving market access. This case is about Nava Jyoti, a producer organization based in Odisha, India. Nava Jyoti received support from several institutions in the form of grants, soft loans and managerial handholding at the time of its inception. However, after a few years Nava Jyoti had incurred losses due to several internal and external factors affecting its sales operations. Building profitable sales operations was the key for farmers to stand on their own feet since grants and other institutional support would not flow indefinitely. The time had come to review the sales operations and take corrective steps, finding an optimal route to market strategy was the envisaged outcome of the review process. Solutions had to be relevant to the context and capabilities of Nava Jyoti's members - small and marginal farmers in one of the poorest regions of the country. [ABSTRACT FROM AUTHOR]

Food and beverage marketing contributes to poor dietary choices among adults and children. As consumers spend more time on the Internet, food and beverage companies have increased their online marketing efforts. Studies have shown food companies' online promotions use a variety of marketing techniques to promote mostly energy-dense, nutrient-poor products, but no studies have compared the online marketing techniques and nutritional quality of products promoted on food companies' international websites. For this descriptive study, we developed a qualitative codebook to catalogue the marketing themes used on 18 international corporate websites associated with the world's three largest fast food and beverage companies (i.e. Coca-Cola, McDonald's, Kentucky Fried Chicken). Nutritional quality of foods featured on those websites was evaluated based on quantitative Nutrient Profile Index scores and food category (e.g. fried, fresh). Beverages were sorted into categories based on added sugar content. We report descriptive statistics to compare the marketing techniques and nutritional quality of products featured on the company websites for the food and beverage company websites in two high-income countries (HICs), Germany and the United States, two upper-middle-income countries (UMICs), China and Mexico, and two lower-middle-income countries (LMICs), India and the Philippines. Of the 406 screenshots captured from company websites, 67·8% depicted a food or beverage product. HICs' websites promoted diet food or beverage products/healthier alternatives (e.g. baked chicken sandwich) significantly more often on their pages (25%), compared to LMICs (14·5%). Coca-Cola featured diet products significantly more frequently on HIC websites compared to LMIC websites. Charities were featured more often on webpages in LMICs (15·4%) compared to UMICs (2·6%) and HICs (2·3%). This study demonstrates that companies showcase healthier products in wealthier countries and advertise their philanthropic activities in lower income countries, which is concerning given the negative effect of nutrition transition (double burden of overnutrition and undernutrition) on burden of non-communicable diseases and obesity in lower income countries. [ABSTRACT FROM AUTHOR]

Voluntary disclosures by firms have been gaining traction among the stakeholders as the inadequacies of mandatorily disclosed information are getting conspicuous. The customers are one of the most important stakeholder groups for any firm. This paper looks at how the extent and quality of voluntary disclosures by the supplier firms influence the impression that is formed in the minds of the users/buyers in the customer firms is manifested through the strength of the supplier brand. Consequently, we probe the effect voluntary disclosures have on corporate brand equity. This study has assessed the corporate brand equity of the firms directly from their customers which lends authenticity to the measured strength of the brand. This way the self-reporting bias is precluded from our research. The study was done on Indian B2B firms which is very crucial because business buyers pay more critical attention to the disclosures of their vendors. The findings strongly support that the better and more are the disclosures, stronger is the brand equity of the brands. [ABSTRACT FROM AUTHOR]

This case study describes the strategies of Hyundai Motor Company for entering and working in India, as part of its global management strategies. With its huge potential in market development, India attracted worldwide attention and was a place of fierce competition among global corporations. In the automobile industry, Hyundai Motor India (HMI) went into the production of national vehicles for India's citizens through localization of products and marketing as well as standardization of manpower and organization. This study will examine the strategies and role of HMI as the future leader of domestic markets and outpost for global exportation. [ABSTRACT FROM AUTHOR]

As increased angiogenesis has been related with the progression of Ovarian cancer, Metastatic colorectal cancer (mCRC), Metastatic renal cell, Glioblastoma multiforme, Non squamous non-small cell lung cancer (NSCLC), number of anti-angiogenic agents have been investigated or are currently in development, as a potential treatment options for patients with advanced disease. Bevacizumab, a recombinant monoclonal antibody having targeted action against vascular endothelial growth factor (VEGF) has gained European Medical Agency (EMA) approval for treating the cancer mentioned above in combination with chemotherapeutic agents. Globally the incidence/new cases for the cancer is about 14.1 millions, 8.2 million cancer deaths and about five year prevalence was around 32.6 million cancers individuals that were above 15 years. Globocan 2012 indicates that the number might increase to 19.3 million new cancer cases by 2025. In India there are about 1.1 million new cancer cases, 682,830 cancer deaths and five-year prevalence was around 1.8 million individuals having or diagnosed with cancer. There are very few targeted therapies that are available for treating such type of cancer and Avastin is one of innovator product are available to patients. But due to its high cost it become difficult for patients use the drug for treatment purpose. So there arises a need to bring a quality generic version of the innovator drug to benefit Indian patients. Many leading Indian companies are striving to develop or manufacture such lifesaving drugs to make it available to Indian patients. A systemic literature survey was carried out to identify data available for in such type of cancer and to foster the strategy with a vision to bring global availability of the quality product to Indian patients. [ABSTRACT FROM AUTHOR]

We investigate Zipf's Law on the size distribution and Gibrat's Law on the growth of sub-national populations in China, India and Brazil. We reject Zipf's Law for India, but not for China and Brazil; a log normal distribution also fits Brazil well, but not China and India. Gibrat's Law holds for Brazil; that is, lagged population is the best predictor of current population in Brazil. In China, market potential is an important predictor of population growth, while in India both crop area and market potential are important. Our results show that there is a diversity of experiences across countries, and we speculate that this diversity maybe caused by differences in the characteristics of the three countries. [ABSTRACT FROM AUTHOR]

Hokey Pokey, a popular "super premium" ice cream retailer, has over a dozen outlets based in India. Hokey Pokey offers "customized mix-in" flavors and realizes the importance of social media platforms to connect with its target consumers and create an engaging brand experience. However, with a limited marketing budget, the retailer needed to measure the success of its social media marketing efforts and create an optimized strategy. To accomplish this, we proposed and implemented a methodology to measure social media return on investment (ROI) and a customer's word-of-mouth (WOM) value by first creating a unique metric to measure the net influence wielded by a user in a social network, customer influence effect (CIE), and then predicting the user's ability to generate the spread of viral information. We then link WOM to the actual sales that it generates through a second metric, customer influence value (CIV), and we implement a strategy at Hokey Pokey to measure these metrics and identify their individual drivers. Finally, we refine our strategy to increase CIE and CIV, thereby impacting the profit. Our research shows that social media can be used to generate growth in sales, ROI, and positive word of mouth and can spread brand knowledge further. [ABSTRACT FROM AUTHOR]

Study on Adoption and Marketing behaviour of Maize growers", aimed to bring out a strategy to increase the adoption level of maize growers. The study was undertaken at three blocks viz. Udumalpet, Pollachi and Palladam blocks of Coimbatore district in Tamil Nadu. The analysis of extent of adoption indicated that the most favorable season for sowing was Adipattam by most of the farmers (54.44 %). Majority of the farmers followed all the maize field practices like basal urea application (61.11 %), top dressing (60.00 %), micronutrient application (46.70 %), seed treatment (34.50 %), weed crop protection (78.90 %) and water management (74.40 %). Most of the farmers in the study area (53.33 %) harvested the produce only when the seeds became dry and hard. The analysis of marketing behaviour indicated that the farmers sold the cobs in nearby town transporting through tractor. Study also indicated that one half of the respondents sold the entire harvested produce immediately after harvest through wholesalers. Majority of the farmers did grading and weighing before marketing the produce. Most of the farmers did not follow the storage pest protection measures. The neighbour farmers living in the same village were the main sources of information to the vast majority of maize growers. The crucial characteristics of the maize growers towards marketing behaviour were educational status, socioeconomic status, extension agency contact, storage facilities, market perception and market potential indicators. [ABSTRACT FROM AUTHOR]

The present research is an attempt to illustrate the attitudes of Indian consumers towards the insurance services. The study has been made by collecting the responses of consumers through structured questionnaire on five point Likert scale. A total 377 responses were collected to assess the level of awareness about the insurance services and their attitude towards insurance services. Findings of the research show that basic socio demographic and economic variables have significant impact on consumers' attitudes towards insurance services in Indian scenario. The findings of the present study may act as input for the insurance companies in Indian market to frame marketing strategies based on socio demographic and economic variables. [ABSTRACT FROM AUTHOR]

The purpose is to distinguish the initiatives taken by the state authorities and Central authorities to promote tourism in India. Gaps in the centralized promotional campaign, "Incredible India" are identified in this study. The methodology includes collection of secondary data and discursive analysis. Information relevance, Promotion strategy, and Key events and places were used for the comparative analysis for the purposes of the research paper. Above mentioned three factors need to be added to the centralized campaign, to give a holistic picture of India. The paper is unique as it is the first time that identification of gaps in the centralized campaign is done. [ABSTRACT FROM AUTHOR]

In this series, Business Strategy Review profiles one major thinker who has made a significant difference in how organisations are managed and how business careers have been shaped as a result. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to measure the risk perception of the employees in respect of equity shares, from the perspective of elements of marketing mix and to ascertain the degree of influence of elements of marketing mix on equity-related risk perception. Design/methodology/approach - Primary data based on the interview schedule were collected from the employees of Oil India Limited and various tables prepared. For analysis of data, Cronbach's alpha and Friedman test analysis were employed. Findings - Out of the four elements of marketing mix considered in the study, the degree of influence of price driven measure of risk perception is highest and others in order are product, promotion and place driven measure of risk perception, respectively. Originality/value - The paper is the first of its kind and hence original in nature. [ABSTRACT FROM AUTHOR]

The article discusses the emerging trend of fast food culture among Indian children and adolescents in which they are lured by marketing strategies and peer pressure. Obesity and cardiovascular diseases can reportedly develop early when a diet high in sugar, saturated fat, salt and calorie content is consumed. It is stated that intake of such foods among children can be reduced by an increased educational campaign on junk foods, nutritional labeling of foods, careful regulation of fast food marketing and promotion of healthy eating habits.

This article explores what anthropology has to say about contemporary business strategies for market expansion among poor consumers in Africa and Asia. Focusing on the activities of global consumer goods company Unilever in India, we show how anthropology can provide valuable insights into the hidden work and power relations involved in transforming an everyday commodity like soap into a composite object, what we call a ‘social good’, that is capable of simultaneously combating disease, tackling poverty and realizing value for shareholders. [ABSTRACT FROM AUTHOR]

Corporations in the developed world increasingly see India as a high-growth market and its companies as acquirers of their assets, global competitors, partners for enhancing the competitiveness of their global value chain and a source of new energy and dreams for the world economy. How did this all happen? Nirmalya Kumar shares the essence of what he learned from 10 trips to India to interview more than 30 CEOs and top executives who are unleashing the new global power of Indian firms. [ABSTRACT FROM AUTHOR]

Purpose -- MBA education in India is facing the same challenges as business. Upheaval of technology, changing customer expectations, global competition, online courses and societal responsibility are the major concerns. Failure to adapt to these challenges will question the academic contribution to business practice. Business school (B-school) branding is crucial to distinguish the services provided by one B-school from another. Considering the importance and relevance of adapting to the changing market forces, the purpose of this paper is to propose a conceptual model of brand-building for Indian B-schools. Design/methodology/approach -- A range of published literature related to the topic is thoroughly searched. The paper examines the viewpoints of various scholars with regard to the role of a student in a B-school. The services marketing perspective is analyzed and the gaps are identified through a robust literature survey. Based on the literature survey, an original conceptual model for brand-building for B-schools is proposed. Findings -- Some B-schools have adopted certain branding activities, but extant literature review reveals that B-schools in India do not practice an organized holistic approach to branding activities. Originality/value -- The proposed conceptual model is stage one in the process of understanding what goes into building a B-school brand. Stage two would empirically test the proposed conceptual model of brand-building. The proposed model is holistic, considering the role of important stakeholders such as students, faculty and corporate. This conceptual model will help B-school management to understand the role and importance of branding B-schools. It will provide an insight into the various parameters on which a B-school brand has to be built. [ABSTRACT FROM AUTHOR]

This case presents the dilemma of the decision maker in selecting the most appropriate market segment for Vanraj 10 HP mini-tractors — an innovation from a small farmer in Gujarat, India. Four market segments were identified: small and marginal farmers, large farmers, industries, and horticulture farmers. Vanraj was economical and possessed all the features of a big tractor. Mr. Trivedi, the decision maker, believed that the tractor would serve the needs of small and marginal farmers better, but his colleagues wanted him to think further before selecting any particular market segment for targeting. This case is useful for exploring segmentation and targeting decisions in marketing. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to identify facts of effective positioning mechanism for Indian market and develop a model that integrates three essential aspects of international trade, which have not been addressed combined yet. Design/methodology/approach: The article develops the information framework for Indian market positioning. The information mentioned in the framework is validated using statistical tools with R Software and refined using Principal Component Analysis and Factor Analysis. The outcome of analysis develops the model for effective positioning mechanism for Indian market. Findings: The study explores three statistically significant steps for effective Indian market positioning, which are finally summarized into 18 influencing variables in contrast to 91 variables available in literature. Research implications: The 18 variables explored in this study should be considered as initial set of information, only for Indian market positioning. It should not be taken as standard paradigm to be followed in all cases. Research needs to be made to valuate such implications. Practical implications: The model developed in this paper will be useful to both mature and ambitious international executives, in identifying the variables that can be considered for strategy formulation at different stages of Indian market positioning process. Originality/value: This article offers a model that addresses research on Indian market positioning. It attempts to establish a relationship among the three components of international business, which can bring potential benefits to the foreign players. [ABSTRACT FROM AUTHOR]

Kamdhenu Dairy was one of the biggest dairy unions in India that came into being in 1969. Kamdhenu dairy, with an annual sales turnover of Rs.5250 million, was procuring its milk from the regular suppliers residing in the villages using its own procurement network. The same network was being used to market other dairy products and essential items like fodder and medicine for the cattle to the milk suppliers. The company had recently chosen to sell tea using the same procurement network. The entry of Kamdhenu Dairy into tea marketing was justified as tea was a high margin product and did not require additional resource allocation for marketing in the local rural market. As the marketing of Kamdhenu Dan (cattle feed) and Kamdhenu Ghee had been quite successful, Mr. Samal, the CEO of Kamdhenu, thought the same network could be used to market Kamdhenu tea as well. However, Mr. Samal was worried over the stagnation of tea sales in recent times though initial sales were encouraging. There were already many national and local players who were quite entrenched in the regional tea markets of India. Kamdhenu dairy was neither a national player nor was it a leader in the local market. This forced Mr. Samal to think about the marketing strategy for Kamdhenu tea to achieve success in market penetration in India. Mr. Samal was carefully pondering over possible alternatives to decide how best he can deal with the situation. This case is useful for examining the issues related to market penetration strategy. [ABSTRACT FROM AUTHOR]

The IT industry, particularly IT enabled services (ITES), in India has shown remarkable growth over the past decade and continues to show resilience even in the face of a global downturn in the sector. While India has not been able to match China in manufacturing prowess, it may have found its competitive advantage in the area of knowledge-based services to which its factor endowments are uniquely suited. Yet, the tremendous potential and promise of this sector in spurring economic growth and national competitiveness may not be realized, if the numerous obstacles to the sector's growth are not removed. This paper traces the evolution of the IT industry in India, its positives and negatives and its potential to contribute to India's global competitiveness. Structural barriers in the national environment to the growth of this industry are identified and discussed. Conclusions and policy implications are presented. [ABSTRACT FROM AUTHOR]