International Conference on Sustainable

Marketing Strategies - Issues and Challenges

Department of Management Studies Manonmaniam Sundaranar University

Technical Co-Sponsor

Proceedings of International Conference on Sustainable Marketing Strategies - Issues and Challenges

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i

About Manonmaniam Sundaranar University (MSU)

Manonmaniam Sundaranar University (MSU), named after the famous Tamil Scholar Professor P. Sundaram

Pillai, was established on 7 September, 1990 to cater to the long felt needs of the people of the three southern most

districts of Tamil Nadu namely Tirunelveli, Tuticorin and Kanyakumari. The University has under its jurisdiction 61

affiliated colleges, 5 Mano Colleges and 1 Constituent College, with 65,000 students on rolls. These colleges, amongst

which three are over 100 years old (St. John’s College, M.D.T. Hindu College, Sarah Tucker College, the oldest women’s

college in the state), have contributed decisively to the cause of higher education of this region

There are 24 academic departments in the University. Sri Paramakalyani Centre for Environmental Sciences

functioning at Alwarkurichi is an illustrious example of University-Industry collaboration while the Centre for Marine

Science and Technology at Rajakkamangalam is breaking new ground in Coastal Area Studies. All the University

departments are receiving research projects from several funding agencies in India, Europe, USA, Japan and UNO. The

University Library has rich collection of books and journals on a wide range of subjects. The courses offered by the

University have been designed keeping in mind the changing times and the emerging needs of the region. The University

offers post-graduate, M.Phil. and Ph.D. programmes (part time and full time). MSU is the first to offer Choice-Based Credit

System. The University’s National Service Scheme and Youth Welfare Department provide opportunities for the students

to develop their overall personality.

The University Grants Commission, New Delhi, an apex higher education body of the Union Government, has

accorded its approval for getting financial assistance since 29 March 1994. The University has been reaccredited by

National Assessment and Accreditation Council of India with B. The University Act authorizes the functioning of

Directorate of Distance and Continuing Education outside the university jurisdiction and the courses offered through this

mode are recognized by the Distance Education Council of India. The concept of community colleges, being experimented

under the aegis of a special wing, offer diploma courses of one year duration to those interested in entrepreneurial

enterprises and the Extension Learning Programme run by this wing also offers diploma and certificate courses on skill

development.

iii

About Department of Management Studies (DoMS)

The Department of Management Studies of the Manonmaniam Sundaranar University (DOMS-MSU) commenced

its services to the student community at the dawn of the 21st century (2001) to cater to the long felt need for a

Professional course in Management Studies in this southern tip of the country which marches towards growth and

stability. Situated in a serene environment, this department housed in a sprawling Si. Pa. Aditanar Centenary building is

proud of having blessed with an experienced Faculty and excellent infrastructure.

The department is equipped with a computer lab connected with Internet through VSAT, a library stacked with

the latest books on the various functions of Management. The students are provided with a good learning environment

through these facilities in addition to the well ventilated and spacious classrooms. This department takes all steps to

provide the students a pragmatic fusion of theory and practice by the constant Industry Institute Interaction through

regular Industrial visits and Experience sharing by eminent Industrialists in our air – conditioned seminar hall. The

Department of Management Studies (DoMS) family is proud of its proactive activities in almost all Academic Endeavors.

The well recognized and acclaimed management program (MBA) of this University is a Two year – Four

Semester course with a unique Choice Based Credit System designed to provide the attitude to learn to learn, the

knowledge about various functions of Management and the skills of a professional manager. This is achieved through six

courses in each semester in the classroom and two projects in Industry to have a hand on experience in managing various

resources of an organization. Various electives in all functional areas of management are offered to the students in order

to facilitate their choice of a right career. Also other courses offered by the departments are MBA (Finance), MBA

(Shipping & Logistics), M.Phil (Full Time) and PhD (Full Time and Part Time).

Our Admission policy is very transparent. We take up the TANCET scores (Conducted by Anna University,

Chennai) and give a weightage of 80 percent in the selection process. This forms the objective part of it. Moreover, the

academic performance of the candidate is not neglected either. We have fixed 50 percent marks in the qualifying degree

as the minimum marks and to ensure social inclusiveness, it is 35 percent for SC and ST candidates. The other 20 percent

marks are equally divided between Group Discussion and Personal Interview. We also follow the Tamilnadu

Government’s reservation policy.

v

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vii

Preface

There is a long felt gap in the academia that, Is there any correlation between

the students’ curriculum and the industrial practice. The reasons for raising

this question may be changing technology, changing customer preferences,

availability of variants in the market, entry of foreign brands, role of

government , etc. this could be the major reason to conduct conferences by

inviting people from various professions on the specified themes. An

“International conference on Sustainable Marketing Strategies – Issues and

challenges” ICOSMS2012 was organized by the Department of Management

Studies, Manonmaniam Sundaranar University, Tirunelveli on August 24-25,

2012 which brought people from Academia and Industry to discuss the

possible sustainable marketing strategies that can be followed by all

stakeholders of the business entity. From the received 116 extended abstracts,

76 were scrutinized for presentation. Finally 53 papers were selected for

publication in this proceeding.

ix

Foreword

Dr. A.K. Kumaraguru, Vice Chancellor,

Manonmaniam Sundaranar University, Tirunelveli, TN, India.

I am happy to know that the Department of Management Studies is organizing an

International conference in Marketing on “Sustainable Marketing Strategies – Issues and

Challenges”. The theme which is taken for the discussions is very apt to the today’s

business scenario, where we could witness heavy competition among the products and

choices. It is inevitable for any company to innovate their business practices in order to

overcome the challenges. At the same time, I believe that the company should not forego

the environmental damages. Recently any country’s development is rated on the basis of

carbon trading factors and adoption of energy efficient technologies. Under these

circumstances, I believe that the theme of the conference is vital for all of us.

As an environmentalist, I feel that the impediments to become an environment

friendly citizen are many, for which the awareness, socialization process and education

towards environmental concern should be provided immediately. The role of the academia

is vital in this regard.

At this juncture, I extend to the faculty members of the Department of Management

Studies my sincere and good wishes for their efforts to make this conference happen in the

real sense.

Changing is the only strategy left to cope up with the change, so let us change. Let us

adopt sustainable lifestyle to save the future.

xi

Foreword

Dr.B. Rajasekaran, Professor & Head,

Department of Management Studies, Manonmaniam Sundaranar University,

Tirunelveli, TN, India. E-mail: prof.brajasekaran@gmail.com

Environmental issues and challenges for sustainable development have an

increasingly international dimension. Adoption of sustainable practices is the order of the

day.

Sustainable thinking in corporate strategies to address the growing challenges with

positive outcomes of improved social and corporate environment will alone lead to

sustainable development.

Marketers have to assume a more responsible role for sustainable development.

Though Green Marketing focuses on undertaking all marketing activities for

protecting the environment, it must ensure that the future generations inherit the natural

environment in the same state or better as inherited by the previous generations.

This calls for wide debate on the role and responsibilities of all stake holders to

identify the issues, challenges and strategies. We, at DOMS-MSU preach and practice green

principles since its inception. We want to make sure that sustainability is every body’s

concern and responsibility.

The International Conference on Sustainable Marketing Strategies-Issues and

Challenges-2012 will explore the strategic options for sustainable development. I strongly

believe that the outcome of this conference will provide significant inputs to the policy

makers.

I wish the conference all success.

xiii

Foreword

Dr. P. Ravi, Assistant Professor,

Conference Organizing Secretary – ICOSMS2012, Department of Management Studies,

Manonmaniam Sundaranar University, Tirunelveli, TN, India.

E-mail: ravimsu@gmail.com

Wherever we go, wherever we look, and whatever we talk nowadays is about

sustainable business practices, environmental friendly products, green marketing,

alternate sources and reengineering of minds. Corporate have started claiming that they

are competitive by focusing on their environmentally conscious practices, customers have

started thinking about preferring green products, Internal customers started cherishing

their organization’s environmental practices, architects started and implementing

environmental friendly designs and more so the Governments started considering the

environmental friendly proposals. Having said the prevailing practices the Department of

Management Studies thought about considering this academic year 2012 to be

environmental friendly year. Many events are planned and conducted to propagate the

environmentally friendly messages during this academic year. One of the major themes

that we proposed is to conduct the conference on “Sustainable Marketing” through 3D

approach. 1D is to deliberate the messages during the plenary sessions of this “Conference

on Sustainable Marketing Strategies - Issues and Challenges” which is to be conducted

on 24 and 25, August 2012 by inviting delegates nationwide. 2D is to discuss the ideas

during paper presentations and 3D is to disseminate the outcome of this conference

through conference proceedings which will be published by “Bonfring Publications” with

ISBN specifications. The idea is to convey this message to the public and the target groups

for their ultimate benefits. We believe and also live by the note “If one person changes, the

world can be changed”. With this confidence, we have initiated this conference to share our

ideas. Come let’s change the world. Everything is possible.

xv

CONTENT

S. No. Title/Author Page No.

01 The Impact of Employees’ Training on Green Marketing in Hospitality Industry -

A Conceptual Paper

Renju K. Mathai

01-04

02 Conceptual Framework of Factors of Supply Chain Uncertainties and Their Impact

on Green Logistics

S. Ramani and Dr.S. Premkumar

05-12

03 Principals’ Perception of Quality Factors in Implementing TQM in Higher

Education Institutions

Ramakrishnan Venkatesakumar and P. Thillai Rajan

13-18

04 Influence of Cost of Health-Care on Patient Satisfaction: A Study on Hospitals at

Burdwan and Siliguri, West Bengal

Anirban Majumdar and Madhurima Bose

19-26

05 Sustainable Marketing Strategies

D. Swapna

27-33

06 Developing Micro-Entrepreneurship a Strategy to Sustain in the Unserved Market

Dr.G. Magesh Kuttalam

34-36

07 Eco- Friendly Environment and its Impact

Dr. Joseph Sebastian Thekedam and Anish Joseph Stephen

37-39

08 Sales Force Competency Mapping for Organized Retailing Industry with Reference

to Madurai

Dr.M. Ezhilarasan and D. Sangeetha

40-44

09 A Study on the Householders’ Perception about Solar Energy

G. Madan Mohan

45-49

10 Visual Management in Customer Satisfaction – What Get’s Measured Gets

Improved

Dr.S. Franklin John and R. Ganesh

50-53

11 Influence of Eco Effect in Marketing

J.J. Baiju

54-56

12 Celebrity Endorsement Impact on Consumer Impulse Buying Behavior in Rural

Area

M. Naresh Babu and Dr. K. Lavanayalatha

57-60

13 Green Marketing: A New Approach to Environmental Sustainability

D. Porkalai and K.C. Deepthi

61-64

14 Business Approaches to Bring Sustainable Consumption Pattern among Consumers

M.C. Saravana Kumar and Dr. R. Rajendran

65-66

xvi

15 An Investigation of Green Practices of Selected FMCG Companies in India

P. Kishore Kumar and Dr. Byram Anand

67-70

16 Marching Towards Green: Influence of Workplace Diversity in Marketing

Strategies

D. Ramadevi and Dr.S.A. Senthil Kumar

71-74

17 Evaluation of Bio-Medical Waste Management Protocol at Dr. B. L. Kapur

Memorial Hospital, New Delhi

Dr.B. Rajeswari

75-81

18 Practice of Six-Sigma for Effective Management in Educational Institutions

S.N. Selvaraj

82-85

19 Green Products and Consumer Awareness – A Study

Dr.E. Raja Justus and Dr.C. Sathya Kumar

86-88

20 Fabindia: How Sustainable Strategies Built the Business

Dr. Kumudha and C.R. Shiv Kumaran

89-93

21 Sustainable Marketing Strategies

R. Sangeetha and Dr.S.A Senthil Kumar

94-98

22 A Study on Customer Loyalty in E-Retailing with Reference to Selected Retail

Stores in Coimbatore District

Dr.D. Mahesh, S. Leo Fantin Nathan, R. Dharmaesh and Syed Mohammed Koya

99-106

23 Customer Experience as the Sustainable Strategic Differentiator in Retail Banking

with Special Reference to IOB, Trichy City

K. Vinoth, G. Karthikeyan and R. Ramkumar

107-111

24 An Analytical Study on Customer’s Attitude and Preferences towards Khadi and

Village Industrial Products in the Coimbatore City

Dr.B. Balamurugan and C. Kalaimannan

112-116

25 A Study on Buyer Behavior towards Baby Food in Sivakasi

Dr.R. Manohar and K. Kohila

117-121

26 A Study on Marketing Intelligence System among the Pharmaceutical Distributors

in Tirunelveli

A. Thangaraja

122-125

27 A Study on Advertising Media Selection Strategies for Girls and Female

Consumers in Tirunelveli City

S. Shahul Hameed

126-130

28 ULIP-A Policy for Balanced and Sustainable Development: A Preference Study in

Rural Market

A. Jafar Sathic and Dr.N. Rajalingam

131-133

29 A Empirical Study on Awareness of Environmentally Friendly Products (EFP) on

Fast Moving Consumer Goods (FMCG) in Tirunelveli City

L. Rajeshkumar

134-137

30 Greening Supply Chain: A Step Towards Sustainability

A. Dharma Perumal

138-142

31 A Study on Finding the Effective Media for Public Service Advertisements in

Thoothukudi District

D. Berlin Sofia

143-146

xvii

32 Online Share Trading-A Sustainable Market Development Tool

A. Mariammal and Dr.N. Rajalingam

147-151

33 A Study of Private Maternity Hospital Services in Sivakasi

Dr.R. Manohar and E. Subbulakshmi

152-155

34 Newer Horizons of Sustainable Marketing

A. Suresh John Kennedy and Jeena Bell

156-161

35 Sustainable Marketing Strategies – Issues & Challenges

A. Seshachalam and M. HariHaraSudhan

162-164

36 The Role of TNPL in Exploring the Possibilities of Sustainable Environmental

Protection

Dr.V. Darling Selvi

165-169

37 Motivation of Tourists and Satisfaction in Kanyakumari District

D. Sree Devi

170-174

38 Issues and Challenges of BSNL Landline Services to Maintain Sustenance Market

in Kanyakumari District

Dr.A. Merlin Thanga Joy and R. Melba Kani

175-181

39 Relationship Marketing in Private Engineering Colleges (A Study with Reference

to Performance Indicators)

G. Sujin

182-185

40 The Journey of Traditional Marketing to Interactive Marketing and its

Sustainability

S. Ajitha

186-188

41 A Study of Customer Attitude towards Banking Technology in Tirunelveli

A.S. Anandhi

189-192

42 Sustainable Marketing Strategies - Eco Labeling

S. Esakkiraj

193-194

43 A Study on Acceptance of Awareness to Sustainable Marketing Strategy by Initial

Public Offering (IPO) Companies

B. Selvakumar

195-200

44 A Study on Environmental Marketing and Consumer Behavior

M. Mary Shylaja

201-203

45 A Study of Service Quality of Reliance Life Insurance

I. Babitha Begam

204-208

46 Consumers and Khadi Products in Kanyakumari District

C. Suseelan

209-213

47 The Organizations in the Path of Green Marketing

G.V. Jackulingini

214-218

48 A Study on the Women Self Help Groups and its Role in Ecologically Friendly

Products Production

A. Arockia Fathima

219-222

49 A Study on Present Scenario of Customer Relationship Management in State Bank

of India Thin gal Nagar Branch

V. Ancelam Xavier Jose

223-225

50 Marketing Modifications in 21st Century

H. Brintha

226-227

xviii

51 Adopting Sustainable Business Practices as an Effective Marketing Strategy

Lakshmi Sukumar

228-231

52 Green Marketing: A Path for Sustainability and Responsibility

Dr.S. Manikandan

232-234

53 Sustainable Marketing Strategies: Issues, Challenges and Remedies

Paul Magesh Arumugam

235-238

54 An Empirical Study on Customer Perception towards Health Insurance Policies

R. Ramamoorthy and Dr.S.A. Senthil Kumar

239-243