Review of Professional Management- A Journal of New Delhi Institute of Management

Sukhjeet Matharu ¹, Swaranjeet Arora ¹, Rajendra Jain ²

Affiliations
1 Prestige Institute o f Management and Research, Indore, IN
2 Prestige Institute of Management, Dewas, IN

Abstract

Globalization has resulted in increased competition due to entry of various global and local players in Indian market. The increasing level of competition and technology advancements has compelled companies to reconsider their marketing strategies. The recent advancement in marketing communication has significantly influenced the advertisement world. The impact of advertising can be observed on determinants like Individual characteristics, social and cultural influences, situational variables etc. This paper experimentally examined the impact of TV and Print media advertising on buying behavior o f customers in varied age groups and marital status. A schedule was prepared in order to investigate influencing factors involved in the buying decision o f the customers. The study revealed that advertisements significantly affect varied age groups, people in different marital status thereby showing considerable impact on their buying behavior. This study can be helpful to advertisers, agencies and advertising researchers in order to achieve advertising effectiveness.

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Swaranjeet Arora ¹, Anukool M. Hyde ¹, H. B. Singh ²

Affiliations
1 Prestige Institute of Management and Research, Indore, Indore (M.P.), IN
2 Bennett Pharmaceuticals Ltd., Baroda, 503, Vishnupuri Ext., Indore (M.P.) Pin- 452001, IN

Abstract

Banks in their effort to satisfy the client's needs, successfully focus on mortgage products. With the development of increasingly complex mortgage instruments, it has become important to consider the process by which the consumer chooses among these instruments. The real estate literature does not address how the customer of mortgage instruments make trade-offs among the different instruments. An attempt has been made to analyze the behavior of customers who have taken home loans on the basis of viewpoints of bankers who have been involved in granting the loans. Results of this survey point out that the Price of the service offered has been the major competitive advantage in the market of home loan as it is the major choice criterion for customers besides Customer Relationship Management, Customized Product Features, Marketing Strategies, Tax Benefit, Age-Tenure Relationship and all these factors that together contribute to the formation of competitive advantage for a Bank.

Keywords

Home Loan Market, Customer Preference, Financial Services, Bank Marketing Strategies.

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Swaranjeet Arora ¹, H. B. Singh ², Rajendra Jain ³

Affiliations
1 Prestige Institute of Management and Research, Indore, IN
2 Bennett Pharmaceuticals Ltd. Baroda, IN
3 Prestige Institute of Management, Dewas, IN

Abstract

With the impending liberalization of the financial market, India has emerged as a major investment destination, both in terms of size and choice, in the mutual fund industry. The Indian Financial sector has witnessed entry of various global players, who are trying to attract the Indian consumers with well-designed products and benefits. This paper surveys the relative importance of factors considered important in the selection of mutual funds by investors in Indian financial market. Using the technique of Factor Analysis this study identifies five factors which describes the consumer preferences and revealed that Past performance. Core product features; Expense ratio, Risk-Return tradeoff and Liquidity are the important factors while evaluating a mutual fund scheme. The result of this survey points out that a discrete product design along with features expected by investors will make the mutual fund schemes more attractive.

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Shakuntla Jain ¹, Swaranjeet Arora ²

Affiliations
1 Prestige Institute of Management and Research, Indore (M.P.), IN
2 The NorthCap University, Gurgaon, IN

Abstract

Entrepreneurship is a symbol of business growth and strength which requires competency, skills and knowledge. Researchers from many countries point out gender gap in the choice of entrepreneurship for various socio-economic reasons. This gap in choice of entrepreneurship is wider as compared to gender difference in the labor force participation rates in India. This study has been conducted to investigate whether or not, there is gender differential attitudes in the choice of entrepreneurship as the career option upon completion of graduation among the students of engineering colleges in Indore district of MP in India. In this era of digitalization and technological innovations budding engineers both male and female, have plenty of opportunities for starting entrepreneurship. The study was based on primary data and respondents were selected from undergraduate students (male and female) pursuing engineering education. Both in the public and the private engineering college the statistical test of ANOVA among multiple groups of respondents shows that there is no difference in level of entrepreneurial attitude between male and female students of engineering colleges. The findings of the present study are different from findings of previous studies on gender bias attitude towards entrepreneurship.

Keywords

Entrepreneurship, Attitude, Entrepreneurship, Gender Gap, Engineering Students.

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