01
Original Article
Open Access
Role of Social Network in Defining the Impact of Marketing - Mix on Satisfaction from Food Items at Subsistence Marketplace
Yukti Sharma, Reshma Nasreen, Amit Kumar
· pp. 7–24
DOI: 10.17010/ijom/2019/v49/i2/141579
The current research study modified the traditional 4Ps (product, price, place, and promotion) of the marketing - mix model in an egalitarian manner for the consumers in subsistence or bottom of the pyramid (BOP) marketplace. For this study, subsistence marketplace …
Keywords:
Bottom of the Pyramid (bop) or Subsistence Marketplace, Compensatory Construct of Food Items, Marketing - Mix, Purchase Satisfaction, and Social Network
02
Original Article
Open Access
Flyers' Gratification Towards Rajiv Gandhi International Airport
A. Arun Kumar, D. Kiran Kumar, V. Shekhar
· pp. 25–37
DOI: 10.17010/ijom/2019/v49/i2/141581
Air travel has become the most considered mode of transportation being preferred by people today owing to the convenience, comfort, reduced time of travel, and cheaper air fares. The facilities available with the airports have become a matter of concern …
Keywords:
Flyers, Gratification, RGIA, PAF Method, CFA Model
03
Original Article
Open Access
Consumer Perception Towards Social Media Advertisements : A Study Done in a Semi-Urban City of South India
Adesh Padival, Lidwin Kenneth Michael, Sunith Hebbar
· pp. 38–51
DOI: 10.17010/ijom/2019/v49/i2/141582
The drastic growth in the usage of social media among the people in India has created a new platform for promotion, that is, social media advertisements. However, the effectiveness of these advertisements has been interrogated by many. Lower acceptance of …
Keywords:
Social Media Advertisements, Consumer Perception, Purchase Intention, Digital Marketing
04
Original Article
Open Access
An Exploratory Study of Positioning of Cement Brands in Rajasthan
S. Shyam Prasad, Vishwajeet Singh Rathore, Aslam Ahmed Kathawala
· pp. 52–60
DOI: 10.17010/ijom/2019/v49/i2/141583
This study was undertaken during April - July 2018 in order to understand the brand positioning of cement brands and consumer behaviour in buying cement in Rajasthan, India. The present literature has very few papers on the topic of cement …
Keywords:
Multidimensional Scaling, Cement Brands, Positioning, Consumer Behaviour
