Ijrcm 1 Vol 2 Issue 9 Art 11

8/12/2019 Ijrcm 1 Vol 2 Issue 9 Art 11

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V OLUME N O . 2 (2011), I SSUE N O . 9 (S EPTEMBER ) ISSN 0976-2183

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A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial DirectoriesIndexed & Listed at: Ulrich's Periodicals Directory , ProQuest, U.S.A., The American Economic Associations electronic bibliography, EconLit, U.S.A.,

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round !loor" Buildin# $o% &'(&-)-&" Devi Bhawan Ba*ar" JA AD+RI , & . '' " /a0unana#ar" +aryana" I$DIA

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CCCCONTENTSONTENTSONTENTSONTENTSSr.No. TITLE & NAME OF THE AUTHOR (S)

Page No.

1% WORD OF MOUTH (WOM): THE UNNOTICED TOOL FOR STRENGTHENING THE ADOPTION OF BRANDMUJAHID MOHIUDDIN BABU & MUHAMMAD Z MAMUN

1

2% THE IMPACT OF RESOURCES ON ENTRAPRENEURIAL SUCCESS - A CASE STUDY ON COMMERCIAL FAST FOOD SMES ANSAR A. RAJPUT, SAIMA SALEEM, ASIF AYUB KIYANI & AHSAN AHMED

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3% DETERMINANTS OF VEGETABLE CHANNEL SELECTION IN RURAL TIGRAY NORTHERN ETHIOPIA ABEBE EJIGU ALEMU, BIHON KASSA ABRHA & GEBREMEDHIN YIHDEGO TEKLU

1!

" % MULTY-TIER VIEW OF EMPLOYEE RETENTION STRATEGIES IN INDIAN AND GLOBAL COMPANIES - A CRITICAL APPRAISAL ANANTHAN B R & SUDHEENDRA RAO L N

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! % HERBAL RENAISSANCE IN INDIA # THE ROLE OF IS$CON IN ITS SUCCESS (WITH SPECIAL REFERENCE TO MAYAPUR VRINDAVANBANGALORE # DELHI IS$CON CENTRES)DR. RAJESH KUMAR SHARMA & SANDHYA DIXIT

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%% THE IMPACT OF TELEVISION ADVERTISING ON CHILDREN&S HEALTHDR. N. TAMILCHELVI & D. SURESHKUMAR

2'

7% WOR$-LIFE BALANCE AND TOTAL REWARD OPTIMI ATION - STRATEGIC TOOLS TO RETAIN AND MANAGE HUMAN CAPITALSUNITA BHARATWAL, DR. S. K. SHARMA, DR. UPENDER SETHI & DR. ANJU RANI

32

' % EMPIRICAL STUDY ON E PATRIATE&S OFFICIAL CULTURAL AND FAMILY PROBLEMS WITH REFERENCE TO BANGALORE INDIASREELEAKHA. P & DR. NATESON. C

3%

*% IMPACT OF +UALITY WOR$ LIFE OF THE HOTEL EMPLOYEES IN CUSTOMER SATISFACTION , A STUDY ON STAR HOTELS IN BANGALOREDR. S. J. MANJUNATH & SHERI KURIAN

"2

1 % CULTURE AND DIVERSITY MANAGEMENT- A PERSPECTIVECYNTHIA MENEZES PRABHU & SRINIVAS P S

"'

11 % A STUDY ON FACTORS INFLUENCING RURAL CONSUMER BUYING BEHAVIOUR TOWARDS PERSONAL CARE PRODUCTS IN COIMBATOREDISTRICT

P. PRIALATHA & DR. K. MALAR MATHI

!2

12 % THE DETERMINANTS OF PROFITABILITY: AN EMPIRICAL INVESTIGATION USING INDIAN AUTOMOBILE INDUSTRYDR. A. VIJAYAKUMAR

!'

13 % BAN$ING EFFICIENCY: APPLICATION OF DATA ENVELOPMENT APPROACH (DEA)DR. NAMITA RAJPUT & DR. HARISH HANDA

%!

1" % $NOWLEDGE CENTRIC HUMAN RESOURCE MANAGEMENT PRACTICES - A COMPARATIVE STUDY BETWEEN SBI AND ICICIG. YOGESWARAN & DR. V. M. SELVARAJ

71

1! % A COMPARATIVE STUDY OF NON-PERFORMING ASSETS OF PUBLIC AND PRIVATE SECTOR BAN$SDR. HARPREET KAUR & NEERAJ KUMAR SADDY

'2

1%% STRAIGHTEN OUT RENTAL (AND OTHER RETAIL LEASE) DISPUTES BY CONNOISSEUR FORTITUDEHEMANT CHAUHAN, RACHIT GUPTA & PALKI SETIA

*

17 % AN ANALYTICAL STUDY OF MANAGERIAL ISSUES OF HANDLOOM INDUSTRY IN JAIPUR DISTRICTRACHANA GOSWAMI & DR. RUBY JAIN

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1' % CORPORATE SOCIAL RESPONSIBILITY AND FUTURE MANAGERS , A PERCEPTION ANALYSISDR. PURNA PRABHAKAR NANDAMURI & CH. GOWTHAMI

*'

1* % CUSTOMER RELATIONSHIP MANAGEMENT: MAHA MANTRA OF SUCCESSDR. RADHA GUPTA

1 3

2 % THE PROBLEM OF MAL NUTRITION IN TRIBAL SOCIETY (WITH SPECIAL REFERENCE TO MELGHAT REGION OF AMRAVATI DISTRICT)DR. B. P. ADHAU

1 *

21 % WOMEN EMPOWERMENT AND SELF HELP GROUPS IN MAYILADUTHURAI BLOC$ NAGAPATTINAM DISTRICT TAMILNADUN. SATHIYABAMA & DR. M. MEEENAKSHI SARATHA

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22 % A STUDY TO MEASURE EFFECTIVENESS AND PROFITABILITY OF WOR$ING CAPITAL MANAGEMENT IN PHARMASUTICLE INDUSTRY IN INDIADR. ASHA SHARMA

11'

23 % CUSTOMER PERCEPTIONS AND SATISFACTION TOWARDS HOME LOANSRASHMI CHAUDHARY & YASMIN JANJHUA

12"

2" % IMAGES OF WOMAN IN ADVERTISING AND ITS IMPACT ON THE SOCIETYSNIGDA SUKUMAR & DR. S. VENKATESH

12'

2! % EMPLOYEE SATISFACTION- A STUDY OF HCL LIMITEDOMESH CHADHA

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RE+UEST FOR FEEDBAC$ 13%


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CHIEF PATRON CHIEF PATRON CHIEF PATRON CHIEF PATRONPROF. $. $. AGGARWAL

)hancellor" 2in#aya3s 4niversity" Delhi!ounder 5ice-)hancellor" uru obind Sin#h Indraprastha 4niversity" Delhi

67% Pro 5ice-)hancellor" uru Ja0bheshwar 4niversity" +isar

PATRON PATRON PATRON PATRONSH. RAM BHAJAN AGGARWAL

67% State Minister for +o0e 8 9ouris0" overn0ent of +aryana5ice-President" Dadri 6ducation Society" )har:hi Dadri

President" )hinar Synte7 2td% ;9e7tile Mills


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DR. $ULBHUSHAN CHANDELReader" +i0achal Pradesh 4niversity" Shi0la

DR. TEJINDER SHARMAReader" =uru:shetra 4niversity" =uru:shetra

DR. SAMBHAVNA!aculty" I%I%9%M%" Delhi

DR. MOHENDER $UMAR GUPTAAssociate Professor" P% J% 2% $% overn0ent )olle#e" !aridabad

DR. SHIVA$UMAR DEENEAsst% Professor" overn0ent !% % )olle#e )hit#uppa" Bidar" =arnata:a

MOHITA!aculty" /a0una Institute of 6n#ineerin# 8 9echnolo#y" 5illa#e adholi" P% O% adhola" /a0unana#ar

ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORSPROF. NAWAB ALI $HAN

Depart0ent of )o00erce" Ali#arh Musli0 4niversity" Ali#arh" 4%P%PROF. ABHAY BANSAL+ead" Depart0ent of Infor0ation 9echnolo#y" A0ity School of 6n#ineerin# 8 9echnolo#y" A0ity 4niversity" $oida

DR. V. SELVAMDivisional 2eader , )o00erce SS2" 5I9 4niversity" 5ellore

DR. PARDEEP AHLAWATReader" Institute of Mana#e0ent Studies 8 Research" Maharshi Dayanand 4niversity" Rohta:

S. TABASSUM SULTANA Asst% Professor" Depart0ent of Business Mana#e0ent" Matrusri Institute of P% % Studies" +yderabad

TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISORAMITA!aculty" 6%)%)%" Safidon" Jind

MOHITA!aculty" /a0una Institute of 6n#ineerin# 8 9echnolo#y" 5illa#e adholi" P% O% adhola" /a0unana#ar

FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORSDIC$IN GOYAL

Advocate 8 9a7 Adviser" Panch:ula

NEENAInvest0ent )onsultant" )ha0ba#hat" Solan" +i0achal Pradesh

LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORSJITENDER S. CHAHAL

Advocate" Pun1ab 8 +aryana +i#h )ourt" )handi#arh 4%9%CHANDER BHUSHAN SHARMA

Advocate 8 )onsultant" District )ourts" /a0unana#ar at Ja#adhri

SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT

SURENDER $UMAR POONIA


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CALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTS>e invite unpublished novel" ori#inal" e0pirical and hi#h ?uality research wor: pertainin# to recent develop0ents 8 practices inthe area of )o0puter" Business" !inance" Mar:etin#" +u0an Resource Mana#e0ent" eneral Mana#e0ent" Ban:in#" Insurance")orporate overnance and e0er#in# paradi#0s in allied sub1ects li:e Accountin# 6ducation@ Accountin# Infor0ation Syste0s@

Accountin# 9heory 8 Practice@ Auditin#@ Behavioral Accountin#@ Behavioral 6cono0ics@ )orporate !inance@ )ost Accountin#@6cono0etrics@ 6cono0ic Develop0ent@ 6cono0ic +istory@ !inancial Institutions 8 Mar:ets@ !inancial Services@ !iscal Policy@

overn0ent 8 $on Profit Accountin#@ Industrial Or#ani*ation@ International 6cono0ics 8 9rade@ International !inance@ Macro6cono0ics@ Micro 6cono0ics@ Monetary Policy@ Portfolio 8 Security Analysis@ Public Policy 6cono0ics@ Real 6state@ Re#ional6cono0ics@ 9a7 Accountin#@ Advertisin# 8 Pro0otion Mana#e0ent@ Business 6ducation@ Business Infor0ation Syste0s ;MIS


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Residential address with Pin )ode

Mobile $u0ber ;sash ;Soapsith the increase in rural inco0e and i0prove0ent in distribution networ: ;i%e% road develop0ent pro1ects


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HYPOTHESISH 1: 9here is no si#nificant difference in the 0ean scores of various influencin# factors of rural consu0ers belon#in# to various levels of education%H 2: 9here is no si#nificant difference in the 0ean scores of various influencin# factors of rural consu0ers belon#in# to different a#e #roups%H 3: 9here is no si#nificant difference in the 0ean scores of 0ale and fe0ale respondents for each of the influencin# factors%H ": 9here is no si#nificant difference in the 0ean scores of 0arried and sin#le respondents for each of the influencin# factors%

REVIEW OF LITERATUREAnandan% ) et al% ;E'' < found that ?uality was the 0a1or driver to prefer a particular brand in washin# soaps in the rural 0ar:et% If preferred brands were not

available" custo0ers buy the available brands% It is found that there was a si#nificant relationship between the a#e of the respondent and the factors influencin#the custo0er3s brand preferences% It is also found that there was no si#nificant relationship between the type of inco0e of the respondent and the factorsinfluencin# the custo0er3s brand preferences% +i#h price and non-availability were the :ey reasons for dissatisfaction of the rural consu0ers%

ar#a" P%" hu0an" =%" and Do#ra" B ;E'' < throu#h their study conducted a0on# '' rural respondents of districts in Pun1ab found that" 0a1ority of ruralrespondent3s preferred !M) products in 0ediu0 pac:a#e si*es at 0ediu0 price ran#e% 9his is contrary to the prevalent belief that rural world prefer s0allerpac:a#es at lower price% 9hey wanted 0ore value for 0oney products% 9he researchers su##est that" as rural consu0er3s buyin# behaviour was statisticallyfound to be dependent on the d istrict to which the respondent belon#ed" the rural 0ar:et in a State couldn3t be ta:en as a sin#le ho0o#eneous 0ar:et% +ence"the !M) co0panies 0ust tap the rural 0ar:et potential in a phased 0anner%Madhavi" ) and Arul =u0ar" S ;E''H< e7plains that 0ost of the rural consu0ers are influenced by ?uality of the product% So the !M) co0panies should strictlyadhere to the ?uality standards% Price is the second factor that influences the purchase of the product with reasonable price% 9hus 5alue for Money products hasa better scope for rural 0ar:et penetration% 9hey concluded that !M) co0panies could si#nificantly increase the 0ar:et share by e7tendin# attention to ruralareas% More #eneric products with different advertise0ent ca0pai#n surely helps to attract non-users of the product%$a#ara1a ;E''(< in his study investi#ated the i0pact of socio-econo0ic influences on rural consu0er behaviour in ter0s of their buyin# practices" to the socialstatus and level of inco0e% 9he study revealed that rural consu0er was 0ore rational as a buyer and e7hibits a hi#her level of rationality co0pared to the urbanconsu0er% Rural consu0er tries to #et value for each and every rupee spent by hi0 on purchase of #oods% 9heir rationality often leads to bar#ainin#% It was an

atte0pt of the consu0ers to :eep the sellin# cost of a product lower or e?ual to the utility or satisfaction that they derive fro0 that particular product% .Hsa0ple buyers belon#in# to the inco0e #roups of less than Rs% &'''' opined Ceasy availability3 as the influential factor" E sa0ple buyers belon#in# to theinco0e #roup of Rs% &'''& to Rs% E.''' opined CPrice3 as the influential factor% !inally &G sa0ple buyers belon#in# to the inco0e #roup of 0ore than Rs% E.'''opined CNuality3 as the 0ost influential factor%Selvara1" A ;E'' < conducted research re#ardin# rural consu0er behaviour% In the co0petitive world" there were 0any proble0s in 0ar:etin# of #oods% India is adevelopin# country" and so 0ost of the people are livin# in rural areas% Rural 0ar:etin# is an i0portant one to develop a country% 9he rural consu0ers earn lowinco0e@ have low level of literacy" low level of brand awareness" co00unication and transportation facilities% 9he consu0ers were havin# proble0s in selectin#non-durable #oods for their consu0ption% In this study" it is found that all the sa0ple respondents have ran:ed the factor Cnearness3 first" and hence it is the0ost si#nificant factor influencin# their purchase of the non-durables% It was found that hi#h price was another i0portant proble0 for rural consu0ers%

RESEARCH METHODOLOGY9he study has a descriptive research desi#n% 9he study area includes rural villa#es of )oi0batore District% 9he sa0plin# 0ethod used is Stratified Rando0Sa0plin#% A sa0ple of &'' respondents is ta:en for the study of which .' respondents are fro0 Periannai:enpalaya0 bloc: ;)oi0batore Division< and .'respondents are fro0 Anna0alai bloc: ;Pollachi Division


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TABLE 2: SUMMARY OF ONE WAY ANOVA FOR EDUCATION OF RESPONDENTS FACTOR INFLUENCING PURCHASE OF PERSONAL CARE BRANDSS@4 6 S @/95 M5/0 S @/95 F V/=@5 S ithin roups .% & % E9otal H% .'

Nuality Between roups &% %H(H 3.'!' . 12 R585 5>ithin roups &H%'H %&H9otal &G%'''

Nuantity Between roups %&H %'.( %&&E % . Accepted>ithin roups (H%. %(G.9otal (H% H'

Availability Between roups %& ' %'( %' G % E Accepted>ithin roups . %.G' %..G9otal . % &'

$earness to Sellin# Point Between roups &'% ( %(( "."17 . % R585 5>ithin roups (% H % G&9otal G.% &'

+abitual Between roups &% G %(HE % ' %('& Accepted>ithin roups ((%G' %(H9otal (H%& '

Personal Preference Between roups %' ' %'&' %'E % Accepted>ithin roups %. ' % (9otal %.H'

!a0ily Preference Between roups %. ' %& %. %H& Accepted>ithin roups EG%( ' %E H9otal EG% H'

!riends Social roup Between roups %. ' &%& &%. %E' Accepted>ithin roups (%H.' % G9otal G%E('

Inco0e Between roups &%'. % .E % (E %(E( Accepted>ithin roups .% ' % (9otal H% H'

Brand Benefits Between roups E% % E%&'' %&'. Accepted>ithin roups H%.& % G'9otal G% &'

Retailer Between roups H%H ' E%EE ".7 " . " R585 5>ithin roups (.% ' %(9otal .E%'('

Si#nificant at '%'. level!ro0 9able E" it can be found that there is a si#nificant difference across respondents of varyin# education levels" with re#ard to the influence of Nuality"$earness to Sellin# Point and Retailer factors% 9he respondents with C$o for0al 6ducation3 are so0e what i#norant and do not #ive 0uch i0portance to ?ualityas co0pared to respondent in other educational #roups% 9hen incase of $earness to Sellin# Point3 factor" respondents with P de#ree do not #ive 0orei0portance to nearby shops" while respondents with no for0al education are 0ore influenced by nearness to sellin# point" since they have beco0e re#ularcusto0er to a particular :irana store and often avail credit facilities on their 0onthly purchase% 9hey also rely on local retailers for personal care brandinfor0ation% Respondents with no for0al education were found to be 0ore influenced by Retailers than other #roup of respondents%

H 2: 9here is no si#nificant difference in the 0ean scores of various influencin# factors of rural consu0ers belon#in# to different a#e #roups%


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TABLE 3: SUMMARY OF ONE WAY ANOVA FOR AGE GROUP OF RESPONDENTS FACTOR INFLUENCING PURCHASE OF PERSONAL CARE BRANDSSu0 of S?uares Mean S?uare ! 5alue Si#% Re0ar: for +'E

Price Between roups &%(&( %EG %(E %GE Accepted>ithin roups H&% H %H.9otal H % '

Pac:a#e Between roups H%G &% HG 2."13 . "2 R585 5>ithin roups . %E & %.H9otal H'%&&'

Brand $a0e Between roups E% .' %( ' &%EG( %E Accepted>ithin roups (%('' % HH9otal H% .'

Nuality Between roups %H.' %& ' % '( %HEE Accepted>ithin roups & % .' %&G.9otal &G%'''

Nuantity Between roups E%E&H %(( % . %(HE Accepted>ithin roups ((%.(( %( (9otal (H% H'

Availability Between roups E%.(& %.'G % ( %(H Accepted>ithin roups .&%&H %.((9otal . % &'

$earness to Sellin# Point Between roups G%G H &% . E%&G %'HE Accepted>ithin roups H%( ( %G&9otal G.% &'

+abitual Between roups &&%'G' E%E&H !.*33 . R585 5>ithin roups .%&&' % (9otal (H%& '

Personal Preference Between roups &%&.( %E & %HH %H(G Accepted>ithin roups E%('H % (.9otal %.H'

!a0ily Preference Between roups &%H % E &%&E % . Accepted>ithin roups E % E %E &9otal EG% H'

!riends Social roup Between roups (%EHH %G. &%'G( % ( Accepted>ithin roups % ( % G9otal G%E('

Inco0e Between roups %HH %& ( % ( %GG Accepted>ithin roups H%E & % GH9otal H% H'

Brand Benefits Between roups &% '. %EH& %H. %HH' Accepted>ithin roups %H'. %(''9otal G% &'

Retailer Between roups .%G & &%&HH 2.372 . "! R585 5>ithin roups (H%E' %( E9otal .E%'('

Si#nificant at '%'. level9able reveals a si#nificant difference across a#e #roup of respondents with re#ard to the influence of Pac:a#e" +abitual and Retailer factors% +ence $ull+ypothesis +'E is re1ected in these cases%

H 3: 9here is no si#nificant difference in the 0ean scores of 0ale and fe0ale respondents for each of the influencin# factors%


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TABLE ": SUMMARY OF T-TEST FOR GENDER OF RESPONDENT FACTOR INFLUENCING PURCHASE OF PERSONAL CARE BRANDSN M5/0

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TABLE !: SUMMARY OF T-TEST FOR MARITAL STATUS OF RESPONDENT FACTOR INFLUENCING PURCHASE OF PERSONAL CARE BRANDSN M5/0 - /=@5 S


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