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The IUP Journal of Marketing Management
ISSN: 0972-6845
A ‘peer reviewed’ journal indexed on Cabell’s Directory,
and also distributed by EBSCO and Proquest Database


Previous Issues

The IUP Journal of Marketing Management is a quarterly journal focusing on marketing strategy, marketing research and techniques, brand management, advertising, consumer behavior and other emerging and interdisciplinary issues.

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Information to Authors
  • Marketing Strategy
  • Marketing Research and Techniques
  • Brand Management
  • Advertising
  • Consumer Behavior
  • Emerging and Interdisciplinary
Reducing Perceived Risk in Purchase of Uncertified Used Cars: Contributory Factors
In-Store Shopping Environment and Impulsive Buying with Special Reference to Indore City
A Study of Factors Affecting Customer Shopping Behavior
The Impact of Website Designing Factors on Online Purchase Intention: Evidence from Fashion Brands
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(Feb, 2018)

Reducing Perceived Risk in Purchase of Uncertified Used Cars: Contributory Factors

--Vivek Mishra and Biswajit Das

A growing middle class, an upsurge in disposable income levels and satisfactory availability of financing options have contributed to the enormous demand for used cars in India. However, the used car market in India is highly unorganized, operating with a large number of uncertified used car dealers, which leads to a high level of perceived risk among prospects. It is an arduous task for a prospect to transmute into a customer unless he/she feels that the risk perception is low. This study tries to ascertain the various factors that are instrumental in facilitating the reduction of perceived risk while purchasing uncertified used cars. Adopting convenience sampling, data was collected from a sample of 419 respondents, using a self-administered questionnaire. The responses were analyzed using SPSS package 20.0, by adopting Principal Component Analysis, followed by Regression Analysis. The results portrayed prominent factors impacting risk perception. A significant correlation between the same and predictor variables was also revealed.

Article Price : Rs.50

In-Store Shopping Environment and Impulsive Buying with Special Reference to Indore City

-- Nidhi Jhawar and Vivek S Kushwaha

The study is based on the objective to identify the influence of in-store shopping environment on the impulsive buying behavior of the customers. The two models of impulse buying—the impulsive decision-making theory and the consumer decision-making model—were studied to validate the study (Schiffman and Kanuk, 2007). Adopting the method of convenience sampling, 300 shoppers at D-Mart and Treasure Island of Indore city were considered for this study. The study revealed that factors that are economic in nature such as free gifts, coupons and price discounts are more likely influences on impulse buying than those with an atmospheric engagement effect like background music, in-store display and salesforce.

Article Price : Rs.50

A Study of Factors Affecting Customer Shopping Behavior

--Rekha Attri and Vinay Jain

Marketers for long have been keen on understanding what drives the purchase behavior of the customers. The retail formats and the product assortments at these retail outlets are continuously changed and upgraded keeping in mind the changing customer tastes and the way they shop. Purchase decisions made by customers are influenced by multiple attributes. These attributes can range from store atmospherics, mood of the customer, product display, money available with the customers, brand name, etc. to name just a few. Fifteen statements related to the purchasing behavior of the customers were framed to study the demographic purchase behavior of the respondents. 113 respondents were reached out in Indore from January to March 2017. Store atmospherics, customer personality, marketing communications, service, retail outlet perceptions, availability of time and display at store are the seven factors which have been found to significantly affect the customer purchase behavior.

Article Price : Rs.50

The Impact of Website Designing Factors on Online Purchase Intention: Evidence from Fashion Brands

-- Nida Rubab, Shameem Shoukat, Muhammad Shaheen and Kamran Yousef Sandhu

This is the age of advertisement. Advertisement is considered a more effective tool for commercial success even in e-markets. The purpose of this study is to explain how website designing factors work and how they attract the customers. Website designing factors influence the online purchase intention in fashion brands, especially women-centric brands. To conduct this study on online shopping, advertisement convenience sampling method has been used and the total sample size was 384. The data has been analyzed using the research technique PLS-SEM. The results of the study show that some website designing factors like Interactivity, Security and Information Quality are valuable methods to attract the customers, generating awareness among the customers, besides providing information to the viewers. However, at times, website designing is unsuccessful in building the perception of the viewers for purchasing the product. The findings of the study are especially relevant to those situations where the marketers are planning to launch their products and also where it is expected that the commercials will be viewed only once. Further, the study is limited to fashion brands and can be expanded to other brands.

Article Price : Rs.50



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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.