Market Segmentation by Financial lnstitution

The research problem selected for this study is one of the important issues in the field of financial market and its marketing dimensions on which researchers and academicians encourage more research studies. This research study may be relevant considering its significance in terms of some possible findings which may be useful to Fls in framing successful market segmentation approach to turn their dissatisfied and ‘merely' satisfied customers into ‘delighted’ customers, which in turn can result in better savings mobilisation. The household segments may also be benefited from the research findings if they bring about an attitudinal change in their savings behaviour. The importance of the study may be briefly highlighted in the following points. The research study examines existing theories on market segmentation by Fls and the findings might supplement the existing theories on this topic. The study brings to light certain clues to strengthen market segmentation approach of Fls.The study throws light on the existing beliefs and perceptions on customer behaviour which may be useful in effecting some positive changes in market segmentation approach by Fls. The study suggests certain relationship between market segmentation variables and customer behaviour in the context of marketing of financial products by Fls. The study supplements the existing knowledge on different dimension of market segmentation in the financial market which might encourage future research in the field.

Tourist Profiles and Characteristics vis-à-vis Market Segmentation of Ecotourism Destinations in Kerala

Kerala, a classic ecotourism destination in India, provides significant opportunities for livelihood options to the people who depend on the resources from the forest and those who live in difficult terrains. This article analyses the socio-demographic, psychographic and travel behavior patterns and its sub-characteristics in the background of foreign and domestic tourists. The data source for the article has been obtained from a primary survey of 350 randomly chosen tourists, 175 each from domestic and foreign tourists, visiting Kerala’s ecotourists destinations during August-December 2010-11. Several socio-demographic, psychographic and life style factors have been identified based on the inference from field survey. There is considerable divergence in most of the factors identified in the case of domestic and international tourists. Post-trip attributes like satisfaction and intentions to return show that the ecotourism destinations in Kerala have significant potential that can help communities in the region.

Alkaline protease production by marine fungus engyodontium BTMFS 10

The thesis entitled “Alkaline Protease Production by Marine Fungus Engyodontium BTMFS 10”.Proteases are the single class of enzymes, which occupy a pivotal position with respect to their application in both physiological and commercial filed. Protease in the industrial market is expected to increase further in the coming year. The current trend is to use microbial enzymes since they provide a greater diversity of catalytic activities and can be produced more economically. Main objective of theses studies are the optimization of various physicochemical factors in the solid state fermentation for the production of alkaline protease enzyme, characterization of the enzyme, evaluation of the enzyme for various industrial application. The result obtained the during the course of theses study indicate the scope for the utilization of this study Marine Fungus E. Album for extra cellular protease production employing solid state fermentation

Market Orientation in Indian Seafood Processing Firms

This thesis studied the impact of market orietnation on business performance, in the seafood industry, which is a unique situation wherein the firms were all 100% export oriented. The study was able to prove that in the context of the seafood indsutry, implementation of market orientation principles will lead to increase in business performance. The business performance variables were measured under two heads, namely economic performance and non-economic performance. Market orientation in Indian seafood firms was significantly and postiively related to both the performance measures. Under the non-economic performance, were the customer and employee consequences.Again market orientation was positively and significantly related to both the consequences.Thus, the implication arising from the study is this: market orientation in Indian seafood processing firms increases their business performance. The implementation of market orientation will help the seafood firms in gaining competitve advantages in exporting. This in turn will result in increased exports and the position of Indian seafood in the global market will be strengthened. It will thus become a leading player in the global fish trade. Next, the focus was on the effect of the antecedents on the market orientation of a firm. It was seen that several factors were antecedents to the adoption of market orientation principles. They include top management emphasis, conflict, centralization and reward system. It is noted that top management emphasis and support is vital to the market orientation programme. The top management needs to adopt market oriented behaviour and reinforce the need for being market oriented, for it to percolate down the line.Interdepartmental conflict is seen to affect market orientation positively. A large percent of the Indian seafood firms are traditionally family-owned companies, rather than professionally managed firms. This would result in promulgation of old ideas of management whereby, conflict was seen as a healthy exercise, which helped to build up each department's efficiency. But, this view in the long run proves to be detrimental to the firm's performance and must therefore be kept to a bare minimum, if any.Decentralisation of decision making facilitates the participation of the lower level employees and builds up their motivational levels and commitment to the firm. Thus employees are encouraged to make their own decisions, so that they can deal with customers faster and more efficiently. Reward systems help improve an employee's morale, provide encouragement and helps inculcate commitment and loyalty. It improves the employee's self worth and fulfills his need for achievement. A satisfied employee works better, produces more output and needs less supervision, and is happy, thereby reducing costs to the company for replacement and retraining, if the employee quits.Competitive intensity plays a moderating role on the market orientation business performance. Thus in times of greater competition, the relationship between market orientation and business performance grows stronger. Thus, this thesis was successful in investigating a positive relationship between business performance and market orientation.

"Profile of Industrial workers in Kerala - A Comparative Study of the Socioeconomic Profile of Workers in Traditional and Modern Industries

The objective of this study is to assess the changes that have been taking place in the socio-economic profile of organized industrial workers of Kerala in the context of the changes that have been taking place in the state's industrial structure. with this object in view, the study seeks to find out the similarities and differences in the profile of workers belonging to two Segments of factory sector industries in Kerala viz., modern and traditional segments. It also seeks to examine the factors leading to the differences in profile, if any, and their consequences. As noted earlier, the profile of workers may be influenced both by external societal factors and by internal factors like the difference in industrial structure and the technologies used. It is proposed to assess the relative importance of these two groups of factors. In drawing up the profile, we seek to find out whether the workers belonging to the organised sector of industry in Kerala particularly the more modern sector have begun to form a ‘select group‘ in the Kerala society and the total work force. Wherever possible, it is proposed to compare the profile of the Kerala workers with those of workers in other states of India. As an incidental objective, it is also proposed to find out to the extent possible, whether trends towards labour embourgeoisement and class shifting have begun to set in among the industrial workers of Kerala, particularly among the workers in the modern industries as a result of their relative affluence and their middle class socioeconomic background. besides, the study seeks to find out whether there is any difference in the class consciousness of workers belonging to these two segments of organized industry, arising from the differences in their economic status and social background.

Marketing Management in Small Scale Industrial Units of Women Entrepreneurs in Kerala - A Study with Reference to Ernakulam District",

The women entrepreneurs, who set up business units with encouragement and institutional support, find it difficult to market their products. The marketing concept is yet to be grasped in its entirety. Women entrepreneurs especially find the marketing fiinctions difficult to carry out. Hence, this study is carried out to understand the marketing management in SSI units of women entrepreneurs