The Effect of Sales Promotion on Consumer Based Brand Equity

The study was an attempt to find out the effect of Sales Promotion,Price and Premium Promotion,on Consumer Based Brand Equity.The dimensions of consumer Based Brand Equity under study were Brand Awareness and Associations,Perceived Quality and Brand Loyalty.The Product categories under study were Convenience Products,shopping Products and Specialty Products and the product classes taken were Toothpastes,Colour Television and Athletic Shoes.The brands under study were Convenience Products-Anchor,Closeup,Colgate and Dabur:Shopping products-LG,Onida,Samsung and Sony and Specialty Products-Action,Adidas,Nike and Reebok.The primary objective of the study was to examine the effect of Sales Promotion,Price and Premium Promotion,on Consumer Based Brand Equity(CBBE)

Buyer information and brand Choice behavior in markets with asymmetries

This thesis Entitled Buyer information and brand choice behaviour in markets with asymmetries.The period of transition set in by globalization and liberalization has ensued a onsiderable degree of homogeneity with western societies with respect to quantity and quality of goods and services.The study is aimed at finding out how the buyers adapt to the prevalent complex and dynamic market configuration by taking an archetypical situation of information gathering and brand- choice decision of select household consumer durables.The study was based on a set of 301 sample respondents who were either first time purchasers or repeat purchasers for household use, of the items under study in the sample area comprising of rural, urban and semi-urban areas. Data were collected using interview schedule and analysis of the same was done with standard statistical computer programs.Buyer confidence as perceived by buyers with respect to information acquisition and brand-choice represents the felt competence to effectively function in the market.In general, lower levels of education, income and occupation showed lower levels of search. The oldest were also low searchers. The repeat purchasers of the product searched less than the first purchasers. The most important source of information was word of mouth or information from others followed by television advertisements. The least important source of information was billboards, displays and similar forms of advertisements.The second factor is characterized by items representing ‘social attributes’ like, use by many others, use by peers, recommendation by significant others and reputation of the brand. The third factor represents ‘susceptibility to incentives and promotions’.

Refinance operations of the national bank for agriculture and rural development-the kerala experience

NABARD has completed 14 years of operation.ln the light of its experiences and achievements, the performance ev.ilu.ilion of the National Bank need to be looked into.This could provide certain criteria for its strength and weakness which may help in consolidating the institution for better utilisation of its potentialities. It is also noteworthy that no evaluative study on the National Bank has been conducted in Kerala. The Major objective of this study is to evaluate the role of NABARD in catering to the long-term agricultural requirements of Kerala for 1982 to 1992.This is done by analysing the quantum and quality of NABARD's schematic refinance. The qualitative indices like (1) the efficiency of loan recovery, (2) the impact or financial viability of NABARD refinanced schemes, (3) the credit gap, (4) the commitment-disbursement gap, and (5) the imbalances in the NABARD refinance form the core of the study.Hypotheses were formulated inorder to study and analyse these qualitative indices. The study is presented in eight chapters

Development Of A Pos Tagger For Malayalam-An Experience

A Parts of Speech tagger for Malayalam which uses a stochastic approach has been proposed. The tagger makes use of word frequencies and bigram statistics from a corpus. The morphological analyzer is used to generate a tagged corpus due to the unavailability of an annotated corpus in Malayalam. Although the experiments have been performed on a very small corpus, the results have shown that the statistical approach works well with a highly agglutinative language like Malayalam

English-Malayalam Cross-Lingual Information Retrieval – an Experience

This paper describes about an English-Malayalam Cross-Lingual Information Retrieval system. The system retrieves Malayalam documents in response to query given in English or Malayalam. Thus monolingual information retrieval is also supported in this system. Malayalam is one of the most prominent regional languages of Indian subcontinent. It is spoken by more than 37 million people and is the native language of Kerala state in India. Since we neither had any full-fledged online bilingual dictionary nor any parallel corpora to build the statistical lexicon, we used a bilingual dictionary developed in house for translation. Other language specific resources like Malayalam stemmer, Malayalam morphological root analyzer etc developed in house were used in this work

Detection of Flock Movement in Spatio-Temporal Database using Clustering Techniques - an Experience

In this paper, moving flock patterns are mined from spatio- temporal datasets by incorporating a clustering algorithm. A flock is defined as the set of data that move together for a certain continuous amount of time. Finding out moving flock patterns using clustering algorithms is a potential method to find out frequent patterns of movement in large trajectory datasets. In this approach, SPatial clusteRing algoRithm thrOugh sWarm intelligence (SPARROW) is the clustering algorithm used. The advantage of using SPARROW algorithm is that it can effectively discover clusters of widely varying sizes and shapes from large databases. Variations of the proposed method are addressed and also the experimental results show that the problem of scalability and duplicate pattern formation is addressed. This method also reduces the number of patterns produced

Significance Of Product Type And Brand In The Purchasing Behaviour Of Cattle Feeds: An Empirical Study In Kerala

Cattle feed industry is a major segment of animal feed industry. This industry is gradually evolving into an organized sector and the feed manufactures are increasingly using modern and sophisticated methods that seek to incorporate best global practices. This industry has got high potential for growth in India, given the fact that the country is the world’s leading producer of milk and its production is expected to grow at a compounded annual growth rate of 4 per cent. Besides, the concept of branded cattle feed as a packaged commodity is fast gaining popularity in rural India. There can be a positive change in the demand for cattle feed because of factors like (i) shrinkage of open land for cattle grazing, urbanization and resultant shortage of conventionally used cattle feeds, and (ii) introduction of high yield cattle requires specialized feeds. Earlier research studies done by the present authors have revealed the significant growth prospects of the branded cattle feed industry, the feed consumption pattern and the relatively high share of branded feeds, feed consumption pattern based on product types (like, pellet and mash), composition of cattle feed market and the relatively large shares of Kerala Feeds Ltd. (KFL) and Kerala Solvent Extractions Ltd. (KSE) brands, the major factors influencing the purchasing decisions etc. As a continuation of the earlier studies, this study makes a closer look into the significance of product types in the buyer behavior, level of awareness about the brand and its implications on purchasing decisions, and the brandshifting behavior and its determinants

Impact of Product Quality, Service Quality and Contextual Experience on Customer Perceived Value and Future Buying Intentions

Recognizing that high satisfaction leads to high customer loyalty, companies today are aiming for total customer satisfaction. This article explains relative impact of product quality, service quality and contextual experience on customer perceived value and intention to shop in the future. The data has been collected using a questionnaire from 205 customers of a national retailer chain. The relative importance of product quality, service quality and contextual experience on customer perceived value and thus on customer preference and future intentions was measured using multiple regression. Also, the contribution of perceived value to preference and thus on future buying intention was also measured. Structural Equation Model (SEM) using Amos 4 was used to find the overall fitness of the model. It was found that product quality, service quality and contextual experience have a major influence on customer perceived value

Influence of Frequent Flyer Programme and Airline Service Quality on Re-buy Intentions of Airline Frequent Passengers

The growth potential of service sector, especially the aviation sector in the Indian economy is splendid. Therefore, it is crucial for the airline service providers to realize their customers, design offers and deliver the desired value to their customers. This study reveals the effect of airline passenger satisfactions particularly on re-buy intentions derived from the attributes-level performance dimensions of both service aspects and loyalty programme of an airline. The mediation effect of satisfaction and other selected antecedents on the re-buy intention of a passenger is hypothesized in this study. Critical areas affecting buying intentions such as core service quality and loyalty attribute-level performances, effect of frequent flyer programme and service quality satisfaction, passenger trust on airline, brand image and moderating effects of perceived value, frequent programme status and travel frequency of airline passengers are linked in a structural model to assess the strength of each facet in affecting re-buy intentions. Implications to the airlines were made based on the finding that re-buy intentions cannot be attributed solely to the impacts of frequent flyer programme, rather affected through the mediation effect of airline service quality satisfaction, which is very much valid for the higher FFP status category of frequent travelers. The effects of moderation caused by perceived value, FFP status and flying experience were also found to be significant in making re-buy intentions.