01
Original Article
Open Access
Brand Equity and Business Performance: Towards a Conceptual Framework
Bijuna C. Mohan, A. H. Sequeira
· pp. 5–10
DOI: 10.17010/ijom/2013/v43/i2/34047
A Brand is considered to be one of the most important intangible assets of any business. Companies spend a considerable amount of their revenue and time on brand building activities. In this scenario, there arose a need for the justification …
Keywords:
Brand Equity, Business Performance, Brand Awareness, Brand Loyalty, Brand Association
02
Original Article
Open Access
Confirmatory Factor Modeling on Emerging Consumer Purchase Behaviour of Passenger Cars
Balakrishnan Menon, Jagathy Raj V. P.
· pp. 11–26
DOI: 10.17010/ijom/2013/v43/i2/34048
With globalization and liberalization, many world leaders in automobile manufacturing such as Ford, General Motors, Honda, Toyota, Suzuki, Hyundai, Renault, Mitsubishi, Benz, BMW, Volkswagen and Nissan set up their manufacturing units in India in joint venture with their Indian counterpart …
Keywords:
Consumer Behaviour, Passenger Cars, Security Features, External Influence, Comfort Factors, Convenience Factors
03
Original Article
Open Access
Modeling Store Characteristics as Antecedents of Impulse Purchase
Ramesh Kumar Chaturvedi
· pp. 27–36
DOI: 10.17010/ijom/2013/v43/i2/34049
This research intended to give a specific answer to what in-store factors favorably influence impulse buying that retailers could use to their advantage. Indeed, it has a hedonic approach, yet, it is quite valuable from the retailer's point of view. …
Keywords:
Retailing, Impulse Buying, In-Store Factors, Footfalls, Retail Consumer, Research Modeling
04
Original Article
Open Access
Organic Products: Marketing Practices and Problems in the Plains and Hilly Regions of Uttarakhand
Surabhi Singh
· pp. 37–49
DOI: 10.17010/ijom/2013/v43/i2/34050
In the present study, the investigator explored the problems perceived in marketing of organic products by farmers in Uttarakhand state of India. Descriptive research design with survey method, wherein data were collected through face-to-face structured interviews with 72 farmers in …
Keywords:
Organic Farming, Marketing Practices, Marketing Problems, Distribution Channels, Retailers
05
Original Article
Open Access
Estimation of Price Spread and Marketing Efficiency of Brinjal in Different Marketing Channels: A Case Study
Soumya Kanta Dwibedy
· pp. 50–56
DOI: 10.17010/ijom/2013/v43/i2/34051
Efficient marketing plays an important role in increasing the producer's share in consumer's rupee and maintains the tempo of increased production. In the present study, the cost of cultivation, profit, price spread and marketing efficiency in the marketing of Brinjal …
Keywords:
Price Spread, Marketing Efficiency, Shepherd's Method, Acharya's Method, Brinjal, Market Channel
06
Original Article
Open Access
Milk Preferences of Consumers and Effect of the Marketing Mix on Consumers' Purchase Decision of Dairy Products
Nahid Mohammed Tawfik Fawi, Mohamed Osman Mohamed Abdalla
· pp. 57–62
DOI: 10.17010/ijom/2013/v43/i2/34052
Milk and dairy products experience high consumption rates in Sudan; consumers show wide variations in their preferences for different milk types and dairy products available in the local market. Consumers' purchase decisions are influenced by various factors. Study of such …
Keywords:
Milk, Consumer, Purchase Decision, Marketing Mix, Khartoum, Dairy Products
