01
Original Article
Open Access
Social Marketing - Predicting the Impact of Government Aided Health Insurance Project in Rural Tamil Nadu
T. N. Swaminathan, P. K. Viswanathan
· pp. 11–23
DOI: 10.17010/ijom/2016/v46/i9/101038
Social marketing is using marketing principles to influence the acceptability of social ideas. In developing countries, one of the contexts of social marketing is using marketing principles to foster the use of various health-related products and services independent of non-governmental …
Keywords:
Social Marketing, Chief Minister Insurance Scheme, Government Aided Health Insurance, Private Public Partnership (PPP), Tamil Nadu, Awareness, Satisfaction
02
Original Article
Open Access
Effect of Impulse Buying on Socioeconomic Factors and Retail Categories
M. Rupesh Kumar, A. G. V. Narayanan
· pp. 24–34
DOI: 10.17010/ijom/2016/v46/i9/101039
The study aimed to determine the impulse buying behaviour of shoppers at apparel multi-brand outlets using socio-economic factors and retail categories. The research is a descriptive one, and it was conducted among 400 Indian respondents. This research was carried out …
Keywords:
Buying Behaviour, EBOs-Exclusive Brand Outlets, Impulse Buying, MBOs-Multi-Brand Outlets, Retail Categories, Socio-Economic Factors
03
Original Article
Open Access
Role of Brand Image and Switching Cost on Customer Satisfaction-Loyalty Dyadic in the Mid-Market Hotel Sector
Abhisek Jana, Bibhas Chandra
· pp. 35–52
DOI: 10.17010/ijom/2016/v46/i9/101040
The study attempts to analyze the relationship between customer satisfaction and progressive phases of loyalty in mid-market hotel precinct. It succinctly intended to gauge the direct effects of brand image and switching cost on progressive phases of loyalty and moderating …
Keywords:
Customer Satisfaction, Customer Loyalty, Mid-Market Hotels, Switching Cost, Brand Image
04
Original Article
Open Access
Investigating the Consumer's Perception on Selection of Mid Segment Cars by Students : A Conjoint Approach
Amit Goyal, Atul Shiva
· pp. 53–63
DOI: 10.17010/ijom/2016/v46/i9/101041
The aim of this article was to investigate the relationship between various attributes of mid segment cars and the selection of a best choice amongst them by the students. For this purpose, we examined different attributes affecting the buying behaviour …
Keywords:
Mid Segment Cars, Conjoint Analysis, Panel Data Regression, Behavior, Consumers
