01
Original Article
Open Access
A Sustainable Marketing Strategy Based on Customer Satisfaction: The Case of Dongbu Insurance in South Korea
Sunhee Kang, Bohyeon Kang
· pp. 7–21
DOI: 10.17010/ijom/2014/v44/i11/80107
In Market 3.0, where customers are participating in corporate business actions and decision making, the customers' role has become more important and has even turned into a core value every company should observe carefully in order to maintain it longer. …
Keywords:
Customer Satisfaction, Marketing Mix Strategy, Customer Value, Dongbu Insurance, Customer Relationship, Insurance Industry
02
Original Article
Open Access
Product Placement Effectiveness in a Bollywood Movie with Debutant Actors: A Case Study
Sneha Sharma, Suresh K. Chadha, B. B. Goyal
· pp. 22–35
DOI: 10.17010/ijom/2014/v44/i11/80111
India has one of the world's biggest movie industries in terms of the number of movies produced every year. Product placement has always been an interesting topic of discussion with reference to the movies as well as TV serials/commercials. The …
Keywords:
Product Placement Effectiveness, Mcnemar Test, Implicit and Explicit Memory, Debutant Actor
03
Original Article
Open Access
Mall Patronage Behaviour: Understanding the Inter-Linkages Between Shopping Motives, Shopper Demographics, and Shopping Behaviour
Suman Yadav, Sadaf Siraj
· pp. 36–48
DOI: 10.17010/ijom/2014/v44/i11/80112
The retailing sector in India has undergone significant metamorphosis in the past 10 years. Retailing is gradually inching its way towards becoming the next boom industry. Organized retailing has ushered a total transformation of the whole concept of shopping in …
Keywords:
Shopping Mall, Patronage Behavior, Shopping Motives, Shopping Behavior, Hedonic and Utility Motives
04
Original Article
Open Access
Nature and Role of Qualitative Market Research: An Alternative or a Complimentary Approach?
Ankita Batra
· pp. 49–60
DOI: 10.17010/ijom/2014/v44/i11/80113
The purpose of this paper was to carry out an extensive review of qualitative market research and quantitative market research and comprehensively compare and contrast similarities and differences between the two. An extensive study of the concepts and practices of …
Keywords:
Market Research Processes, Qualitative Market Research, Quantitative Market Research, Triangulation
