May'21
The IUP Journal of Marketing Management
Focus
The second paper, ?The Power of Celebrity Attributes in Purchase Decision and Brand Loyalty Among Indian Consumers? by Manish Mittal, found that celebrity endorsement and attributes have positive influence on both consumer?s purchase decision and brand loyalty. The expertise of celebrity endorser emerged as the most influential celebrity attribute affecting purchase decision and brand loyalty. Familiarity of celebrity was found to have no significant influence on purchase decision, while trustworthiness, similarity and physical attractiveness were found to be insignificant in impacting consumer?s brand loyalty. The study further pointed out that the expertise of the celebrity is the most important attribute impacting purchase decision and brand loyalty of consumers. It is reasonable to believe that if an endorser is an expert in the domain of the endorsed product, the consumer will perceive the endorser as a good fit. It is
advised that while selecting the celebrity endorser, the organization, marketers and advertisers should consider the expertise of the endorser as the most important parameter and not his/her familiarity and physical attractiveness. While selecting a celebrity endorser, corporates can use expertise as a primary attribute and likeability as a secondary attribute.
The third paper, ?E-Marketing Strategy: A Qualitative Study for Manipur?s Handloom and Handicraft Sector? by Muskan Garg, Mansi Gupta and Rakesh Mohan Joshi, focuses on locating the key marketing challenges faced by the weavers of Manipur, the feasibility of e-marketing and accordingly devise an online marketing strategy for them. This study has adopted a qualitative approach to collect and summarize the findings. Building on the challenges, the study has developed an e-marketing strategy for the upliftment of the sector. As part of the e-marketing strategy, the first step would be to create awareness amongst weavers and artisans regarding the use and feasibility of online mediums. For this, various workshops and training sessions will be organized to make the people aware and teach them the knowhow of e-marketing. Training sessions would be conducted at both basic and advanced levels. At basic level, they will be taught about the basics of e-marketing and how it can benefit them, while in advanced training, they will be taught the technical intricacies like website designing, creating content, promotion of their content and social media handles, etc. It is also recommended to allot the weavers a permanent guide who would address their day-to-day problems even after the sessions are conducted. That guide would help the artisans with technical issues in the course of business and make sure that they do not encounter daily challenges. The handicrafts and handlooms in Manipur are made using traditional techniques. These include baskets, pottery, handlooms, etc. It is suggested that the weavers and artisans should innovate their products and align the traditional element of the products with the current customer demands. The products are basically daily utility crafts or decorative pieces. With a pinch of creativity in the products, the artisans would be able to attract more customers.
The fourth paper, ?The Effect of Facilitating Conditions on Behavioral Intention of Farmers Towards National Agriculture Market (eNAM)? by Narender Singh Negi and Reshma Nasreen, identifies the factors influencing the Behavioral Intention (BI) of farmers towards eNAM in the State of Uttar Pradesh. With the maximum use of information technology in the service sector and the manufacturing sector, the growth of these sectors is evident. With the agriculture sector lagging behind in India, the use of eNAM in the marketing of agriculture produce can pave the way for the development of this sector and provide competitive prices and wider market to the farmers. The use of eNAM depends on the Facilitating Conditions (FC), i.e., infrastructure, support, etc. Lack of facilitating conditions can hinder the progress of eNAM. FC have a positive effect on Perceived Usefulness (PU), Perceived Ease of Use (PEOU) and BI of farmers towards the use of eNAM. The results of the study are significant as a change in the FC can have greater impact on the BI and further the use of eNAM.
Consulting Editor
|
|
|||
| Article | Price (₹) | ||
| Service Delivery and Customer Satisfaction in Public Organizations |
100
|
||
| The Power of Celebrity Attributes in Purchase Decision and Brand Loyalty Among Indian Consumers |
100
|
||
| E-Marketing Strategy: A Qualitative Study for Manipur?s Handloom and Handicraft Sector |
100
|
||
| The Effect of Facilitating Conditions on Behavioral Intention of Farmers Towards National Agriculture Market (eNAM) |
100
|
||
Service Delivery and Customer Satisfaction in Public Organizations
This paper aims to examine service delivery and customer satisfaction in public organizations. The SERVQUAL model is employed using five dimensions, namely, tangibility, empathy, reliability, responsiveness and assurance, and primary data from 200 sampled respondents from four districts of Dar es Salaam region. The multivariate results establish that independent variables tangibility, reliability, and assurance are statistically significant to influence customer's satisfaction (the significant value is below 5%). This indicates that improvement of SERVQUAL dimension multi-items of tangibility, reliability, and assurance such as working facilities and good personnel skills increases the level of customer satisfaction on the services provided by public organizations. The understanding of the importance of quality service and customer satisfaction in public organizations should make policymakers design appropriate interventions that would improve the level of services delivered by public organizations for the betterment of the people and the country in general.
The Power of Celebrity Attributes in Purchase Decision and Brand Loyalty Among Indian Consumers
Marketers invest significant amounts of money to align the products with big celebrities to influence consumers? perceptions, attitudes and purchase intentions. Celebrity endorsements have been found to be effective in positively changing consumers? attitude toward brands, impacting consumers? purchase intentions and increasing brand recall and recognition than a non-celebrity endorsed advertisement. Many researchers have indicated that attributes like attractiveness, expertise, trustworthiness, likeability, familiarity, etc. are important while selecting celebrity endorsers in order to maximize the advantages of celebrity endorsements. The objective of this paper is to investigate whether these attributes are important in influencing the purchase decision and brand loyalty positively. The study found that celebrity endorsement and attributes have positive influence on both consumer?s purchase decision and brand loyalty. Expertise of celebrity endorser emerged as the most influential celebrity attribute affecting purchase decision and brand loyalty. Familiarity of celebrity was found to have no significant influence on purchase decision, while trustworthiness, similarity and physical attractiveness were found to be insignificant in impacting consumer?s brand loyalty.
E-Marketing Strategy: A Qualitative Study for Manipur?s Handloom and Handicraft Sector
Handcrafted goods are not only cultural symbols but also the backbone of the economy. Handicrafts and handlooms from Manipur are renowned world over for their craftsmanship. This study attempts to identify the challenges faced by the various value chain stakeholders of the Manipur handloom and handicraft industry. The study has adopted a qualitative approach to collect and summarize the findings. Building on the challenges, the study has developed an e-marketing strategy for the upliftment of the sector.
The Effect of Facilitating Conditions on Behavioral Intention of Farmers Towards National Agriculture Market (eNAM)
India is an agrarian economy as more than half of the Indian population1 (GOI, 2016) depends on agriculture for their livelihood. Due to the advent of Green Revolution, the agricultural produce increased manifold, but marketing of agriculture produce is still governed by the age-old provisions of Agricultural Produce Marketing Regulation Acts (APMRA). The Government of India launched National Agriculture Market (eNAM) to solve the problems of agriculture marketing. This study focuses on the effect of facilitating conditions on the behavioral intention of farmers towards eNAM.