01
Original Article
Open Access
Multivariate Relation Between Advertisements, Sales, and Profits: A Study on the Indian FMCG Industry
Mandeep Mahendru, Kalyan K. De
· pp. 7–23
DOI: 10.17010/ijom/2014/v44/i6/80367
This paper builds on the existing literature by studying the linkages between advertising expenditure, sales, and profits in India. The paper takes a sample of 100 FMCG companies in India and studies their advertising expenditure and sales for the period …
Keywords:
FMCG, Advertising Expenditure, Augmented Dickey-Fuller, Vector Auto Regression, Variance Decomposition Analysis, Johansen's Cointegration, Vector Error Correction, Firm Value
02
Original Article
Open Access
Perception of the Retailers Towards Marketing Mix Strategies: An Empirical Case Study on the Soft Drink Market in Visakhapatnam
V. V. Devi Prasad Kotni
· pp. 24–36
DOI: 10.17010/ijom/2014/v44/i6/80369
Marketing mix is a powerful tool that enables the marketers to concentrate on specific marketing tasks specialization wise (4Ps) and allocate the resources like money, time, and efforts to these tasks to be successful in marketing of products. On the …
Keywords:
Retailer Perception, Soft Drink Market, Marketing Mix, Promotion Mix
03
Original Article
Open Access
Impact of Emerging Agribusiness Establishments on Potato Marketing in Punjab
D. K. Grover, J. M. Singh, Jasdev Singh, Sanjay Kumar
· pp. 37–50
DOI: 10.17010/ijom/2014/v44/i6/80371
To revitalize agriculture in Punjab, crop diversification towards fruits and vegetables is being considered as one of the most promising alternatives. The major constraints inhibiting such diversification efforts have been the inadequate marketing opportunities for such crops owing to their …
Keywords:
Market Practices, Market Channels, Post-Harvest Losses, Agro-Processing, Agribusiness, Potato Cultivation
04
Original Article
Open Access
Louis Vuitton, Gucci, and Audi: The Luxury Retail Sector in India - Will it Grow or Go?
Neha Bothra
· pp. 51–61
DOI: 10.17010/ijom/2014/v44/i6/80372
In an era where competitive companies, big brands, and intellectual industrialists fail to sustain, one lucrative market has managed not only to survive, but also to entice a variety of eyeballs towards it with every passing day. The Indian luxury …
Keywords:
Luxury Retail Market, Indian Economy, Consumer Behaviour, Socio-Cultural Values, Luxury Brands
