01
Original Article
Open Access
Attribute - Level Performance Dimensions of Airline Service Quality: A Factor Analysis Approach
Joemon Pappachan, Moli P. Koshy
· pp. 7–20
DOI: 10.17010/ijom/2014/v44/i8/80125
The airline industry is facing heavy competition in the deregulated aviation market as a consequence of the emergence of low-cost airlines offering their services at prices unmatched with their rivals' legacy models. Henceforth, it is imperial for the service providers …
Keywords:
Airline Service Quality, In-Flight Services, Attribute-Level Performance, Factor Analysis, Airline Marketing, Structural Equation Modeling
02
Original Article
Open Access
Aligning Core Brand Values (CBV) and Corporate Social Responsibility (CSR) to Enhance Corporate Brand Equity (CBE): A Non - Monetary Approach
Shiva Nandan, Monica Nandan
· pp. 21–31
DOI: 10.17010/ijom/2014/v44/i8/80126
The present paper offers a practical approach for building or strengthening a corporate brand. An entirely "end-user focused" and "solely profit-maximization" perspective of conducting business may not be conducive for corporate brands in today's global economy, where consumers are environmentally …
Keywords:
Corporate Branding, Brand Equity, Core Brand Values, Corporate Social Responsibility
03
Original Article
Open Access
Revisiting Marketing Strategies for MSMEs in the Resilient Business Environment
Kulbhushan Chandel, Nitya Sharma
· pp. 32–42
DOI: 10.17010/ijom/2014/v44/i8/80131
The growth of medium, small, and micro enterprises has been the most significant feature of a planned economy. It has a unique advantage of providing high rate of employment opportunities with lesser capital investment. The MSMEs consider the design, development, …
Keywords:
Product, Market, Strategy, Small Scale Industries, MSMEs
04
Original Article
Open Access
Understanding Rural Buying Behaviour: A Study with Special Reference to FMCG Products
Gyan Prakash, Pramod Pathak
· pp. 43–55
DOI: 10.17010/ijom/2014/v44/i8/80132
Rural India has become a massive consumer goods market with more than six hundred thousand villages and more than 70% of the population living in villages. In these rural markets, FMCG products have emerged as a major product category. Various …
Keywords:
Rural Consumers, FMCG Products, Consumer Behaviour
05
Original Article
Open Access
Impact of an Innovative Market Information System for Pulses in Northern Karnataka
B. S. Reddy, Ramappa K. B., Rajeshwari B. N., Suresh S. Patil
· pp. 56–65
DOI: 10.17010/ijom/2014/v44/i8/80133
Access to information can be truly empowering and aid decision-making, especially in agriculture. Recently, the government and private agencies initiated few programs for adoption of Market Information Systems (MIS) in the areas of agricultural marketing and agribusiness development in the …
Keywords:
MIS in Agriculture, Pulses Marketing, Awareness on MIS, Sources of Market Information, Information Communication Technologies
