The Effect of Impulsiveness and Promotional Types on Purchase Intentions in Taiwan: A Study

--Yang-Chu Lin, Yi-Chih Lee, Steven C H Lin and Yi-Xin Zheng

Price plays an important role in the planning and execution of marketing strategy. Therefore, in the current environment many enterprises use a different pricing model in order to increase their sales. Odd price is the common pricing model. This study investigates the different effects of pricing model, promotion type, brand awareness and consumer buying impulsivity on perceived price and purchase intentions and also examines the possible mediating effects of perceived price on the relationship.

© 2013 IUP. All Rights Reserved.

An Empirical Study on Customer Satisfaction with Special Reference to Domestic Sector Pumps in Coimbatore

-- G Devakumar

In today’s situation, the customer has multiple alternatives to choose at various points of purchase (POP). Therefore, dealers and sales personnel need to know the pulse of the customer and the customer’s touch points by thoroughly understanding the customers’ needs and wants. Thus, creating a superior customer value and ways to increase customer satisfaction is the order of the day during the purchase, prior to purchase, as well as post purchase process. At any point of time if the customer tends to be dissatisfied on any grounds, viz., emotional, psychological and personal ground, it will lead to customer switching behavior. In order to cater to the customers’ needs and satisfy them, various strategies, viz., customer service cell with highly trained personnel, emergency services and quick after-sales service and support, etc., have been identified. This study aims to identify the level of customer satisfaction rendered through the quality of service by the dealers, sub-dealers and retailers of the mini pump purchasers in Coimbatore city. This analysis was carried out using the input data collected from 250 respondents at various POP. The outcome of the study revealed that the commitment by the sellers, quick after-sales service, extended warranty terms and attitude of the sales personnel play a significant role in rendering customer satisfaction.

© 2013 IUP. All Rights Reserved.

Impact of Promotional Campaigns Featuring Kids on the Purchase Behavior of Customers

-- Garima Malik and Ch Abhinav Guptha

The Indian consumers have a high degree of family orientation. This orientation is not only limited to their family, but also extends to neighbors and friends. Brands that support family values are easily accepted in the Indian market since family values are far more important than values of ambition and achievement. The acceptance rate of ads which communicate family values is very high among Indian consumers. It is not difficult to guess as to why companies are increasingly using kids. The Indian family dynamics shows that the opinion leadership of children is increasingly becoming powerful and influencing the buying behavior of the whole family. The study explores the impact of kids' endorsement on the purchase behavior of the consumers. Statistical tools like ANOVA, regression, co-relation and chi-square test were used for analyzing the data and the results revealed that a majority of the respondents agreed that children do not influence the purchase decisions of the consumers, and there is no relation between marital status and influence of children on the purchase decision of respondents, i.e., respondents who are married and unmarried are more or less equally influenced by the advertisements endorsed by kids.

© 2013 IUP. All Rights Reserved.

Research Note
Destination Information Sources: A Spatial Study Across Time and Expenditure

--Mrinmoy K Sarma and Uttam K Baruah

The diffusion of destination-related information has been well recognized as a strategic tool of tourism marketing. Destination marketers use several information channels to gain mileage in creating awareness, enhancing interest, increasing desire and initiating prompt action amongst the targeted tourists to come and enjoy the resources. So, in the context of destination marketing, the use of information source is of strategic importance (Stabler, 1988; Chon, 1990; Echtner and Ritchie, 1991; Chacko, 1997; Chen and Uysal, 2002; Gallarza et al., 2002; and Sarma, 2003). A number of information sources are trusted by the tourists while forming an image of the destination (Reynolds, 1965; Gunn, 1988; and Fodness and Murray, 1997). However, the level of trust reposed on a particular channel for necessary information might be guided by some characteristics innate to the tourists. Researches show that tourists from divergent backgrounds use different sources of information in evaluating the destinations’ image (Sung et al., 2001; Fodness and Murray, 1997; Klenosky and Gitelson, 1998; and Gallarza et al., 2002). Some researchers have also suggested that the process of gathering information starts with visitors’ internal knowledge (Fodness and Murray, 1997; Vogt and Fesenmaier, 1998; and Gursoy and Umbreit, 2004). It is also recognized that cultural background bears influence on the use of information channel (Gursoy and Umbreit, 2004). Moreover, demographic characteristics and referrals play a significant role in shaping the use of a particular contour of information source (Vogt and Fesenmaier, 1998; Smith and Gregory, 2000; and Sarma, 2004). Studies also report that the state of destination image does not remain consistent over a longer period of time (Gartner, 1986; Gartner and Hunt, 1987; Chon, 1991; Echtner and Ritchie, 1991; and Gartner, 1993). Similarly, the effectiveness of information sources in communicating destination-related message also changes over the period (Sung et al., 2001). The degree of use may directly or indirectly show the extent to which an information channel is trusted by prospective tourists. Research can be extended to measure the changes, if any, in the degree of use of information channel over time; to measure the relationships between degree of use of information channel and extent of tourists’ expenditures and also to see whether specific tourists profile can be delineated on the basis of age, education, occupation and frequency of travel for degree of use of information channel. This paper tries to address these issues.

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