Green Marketing In India: Some Eco – Issues
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Indian Journal of Marketing, Volume 42, Number 11, pp. 5 - 15
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Green or Environmental Marketing satisfies human needs with minimal detrimental impact on the natural environment. Green marketing not only includes consumer goods and industrial goods, but also the services sector. In the process of distribution of goods and services, both the manufacturing and the services sector contribute towards the ecological imbalance and loss of the ozone layer. However, the role of the manufacturing sector in this regard is more significant. The process of manufacturing and selling goods and services with the least threat to the environment is a big issue before the business houses. Green marketing requires awareness not only from the consumers (consumers and industrial goods users), but also from the manufacturers of such goods. Ultimately, green marketing requires extra cost, but the stakeholders should be ready to bear that cost. Business firms have also started responding to environmental challenges by adopting and practicing green marketing strategies. The most important advantage of green marketing is that eco- friendly goods have a competitive advantage over other firms selling non-eco featured goods. At the same time, it should be noted that in the era of green marketing, each and every stakeholder should take part in this process as a social responsibility.
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Keywords: Green Marketing, Consumer, Production, Marketing, Eco- Friendly, Environmental Marketing
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H. Ramakrishna
Associate Professor,
Department of PG Studies in Commerce,
Government First Grade College,
Bellary, Karnataka.
drhramakrishna@gmail.com
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Cultural Values As Advertisement Themes In International And Indian Advertising
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Indian Journal of Marketing, Volume 42, Number 11, pp. 16 – 21
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The present review paper discusses the importance of cultural themes that are manifested in International and Indian advertisements. The review highlights if the advertisements have been influenced by the indigenous cultural background of the nation or not. Furthermore, the paper states through various advertisement examples across nations, the fact that culture is not immune to change, and that the advertisers are always faced with a challenge to embed the right cultural themes in advertisements with changing culture over the years. The review reiterates that standardization of advertisements across nations is not an advisable strategy. The review also explores the scope of identifying certain cultural values with respect to India, which can be probable values open to Modernism and change.
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Keywords: Advertising, Cultural Themes, Cross Culture, Standardization, Indigenous
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Sunil Barthwal
Assistant Professor
University of Petroleum and Energy Studies
Dehra Dun , Uttarakhand.
sunilb@ddn.upes.ac.in
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N.L. GuptaHead of Department Department of Management Studies Dehradun Institute of Technology Village Makkawala, Dehradun, Uttarakhand. hodmba.dit@gmail.com
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Deciphering Assorted Findings On Marketer Transgression Linked To Service Recovery Paradox
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Indian Journal of Marketing, Volume 42, Number 11, pp. 22 – 29.
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It has been of great importance both to academicians and practitioners to home in on the factors that constitute service failure. Though the need of the hour for the service providers is to provide efficient and defect-free services, it is almost diabolical that customers need to be nudged to complain. Service Recovery Paradox (SRP) refers to a seemingly illogical situation where – following a failure / recovery process – higher levels of customer satisfaction are achieved than in the case of customers who have not experienced any service failure. The goal of this research is built upon contemporary and current understanding by investigating the SRP using a string of published reports.
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Keywords: Services, Complaints, Recovery, Satisfaction, Paradox, Service Recovery Paradox (SRP)
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Effect Of Sales Promotions And Their Availability On Consumers’ Buying Behaviour: A Perspective On Personal Hygiene Products
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Indian Journal of Marketing, Volume 42, Number 11, pp. 30 – 37.
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The current market is cluttered with promotions and lucrative marketing offers in any and every category of consumer products. However, consumer loyalty still ranges supreme as a benchmark for comparisons, which acts as a prime barrier to consumer responses to different sales promotion schemes. The present paper attempts to investigate the consumer reflections on various sales promotion schemes in the Indian personal care market in accordance with several other important factors like availability, consistency in schemes, packaging and so on. The impact and influence of such factors are discussed in detail in the paper. The study highlights consumer responses to various marketing tactics used by different companies and analyses purchase decisions made during various sales promotion schemes and after viewing advertisements. It is concluded that sales promotions are considered to be a successful and effective weapon in the hands of the companies to make more sales and influence consumers to purchase personal care products as the consumers are rarely brand loyal for this category of products. However, sales promotion schemes may win a “share of the mind” but do not guarantee a place in the “share of the heart” for the firm.
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Keywords: Personal Care (Hygiene) Products, Sales Promotions, Brand Loyalty, Marketing
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Paragi Kuntal Shah
Faculty – Marketing and Law
Post Graduate Institute of Management
Amrut Mody School of Management
Ahmedabad, Gujarat.
paragishah@gmail.com
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Bijal Nishant MehtaFaculty – Marketing and Communication Post Graduate Institute of Management Amrut Mody School of Management Ahmedabad, Gujarat. bijal.nishant@gmail.com
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Marketing Cost Of Wheat At Different Marketing Places In Haryana
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Indian Journal of Marketing, Volume 42, Number 11, pp. 38 - 45
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Wheat has to undergo a series of transfers or exchange (channels) from one hand to another before it finally reaches the consumer. Keeping in view all transfers and channels involved in the marketing of wheat, an attempt has been made in the present paper to examine the marketing cost and its components and the share of marketing cost in the total sales at different marketing places by small, medium and large size farmers in Sirsa, Haryana in relation to the primary marketing channel i.e. from farmers to purchasers. The results of the study are based on primary as well as secondary data. The study concluded that a large amount of wheat was sold outside the village as compared to inside the village. Out of different cost components, the transportation cost comprised of a major share in the total marketing cost inside the village, and the agents' charges comprised of a major chunk of the total marketing cost outside the village. The paper also presents some useful suggestions to reduce the marketing cost of wheat both inside and outside the village.
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Keywords: Agricultural marketing, Marketing costs, Middleman, Regulated Market, Farmers
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Anita Dagar
Reader, Department of Economics
Maharshi Dayanand University, Rohtak
Haryana.
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Sandeep Kumar
Assistant Professor (Economics),
Swami Shraddhanand College
University of Delhi, Delhi
sakadyan@yahoo.co.in
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Female Adolescents and Young Adult Consumers’ Affinity For Online Flash Sales Concept In India: A Triangulation Approach
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Indian Journal of Marketing, Volume 42, Number 11, pp. 46 - 58.
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Modern day marketers have a tremendous opportunity to connect to women in a better way with the products they buy and the media technologies they use to make a positive impact in their lives. After a strong and immense growth in 2010, internet retailing just came shining ahead of all other retailing channels and emerged as a strong winner even after recession, driven by shifting consumer attitudes and mindsets. Remarkable transformation in economic independence, better access to education, better and improved career opportunities and higher pay scales in both developed and emerging economies have been some of the major factors responsible for the transformation of women into smart and intelligent consumers. Online flash sales sites are the latest buzz in India that have come up in response to rising investor interest in private sale portals across the globe such as the Gilt Group and Rue LaLa in USA and Ventee-Privee.Com in Europe. Today, the flash-sale shopping sites have their own loyal following, and the range of products offered varies from fashion to electronic gadgets to apparels to loads of other categories. The fact that shopping behavior varies not only between men and women, but is quite different between the women of different countries, religions and even age groups intrigued the researchers to get a deeper insight about the young female consumers' psyche and attitude regarding the online flash sales hype in India.
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Keywords: Consumer Buying Behavior, E-Commerce, Indian Female Adolescents , Young Adults, Online Flash Sales
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