Informatics Publishing Limited

C. Vijayabanu ¹, C. Therasa ¹, V. Vijay Anand ¹, B. Elancheliyan ¹, R. Yegneshwar ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur – 613401, Tamil Nadu, IN

Abstract

Background/Objectives: This study reveals the propensity of rural customers towards various retail formats during the purchase of both durables and non-durables. Capturing the behavior pattern of rural customers will shed us light as there is a vast change in the buying behavior of rural consumers. As a result, retail giants have developed many strategies to create huge market space and they have realized that all the rural consumers do not have common buying behavior. Hence this study is very much necessary to find out the perception of rural customers during the purchase of both durable and non-durable products with respect to various retail format shops. Methods/Analysis: Mean and standard deviation was calculated and the difference between the population groups as samples was found out using ANOVA. Findings: The results of the study confirmed that rural consumers prefer to go to nearby Kirana shops (mean = 3.19), weekly markets (3.1717) followed by street hawkers (3.1196). For purchasing durables they prefer to go to retail outlets and for non-durables they preferred weekly markets and retail outlets. Applications/Improvements: The managerial implications of the present study will thus help retailers to frame effective marketing strategies to face the competition.

Keywords

Durable Goods, Non-Durable Goods and Preferences, Rural Customers.

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J. Sethuraman ¹, C. Vijayabanu ¹, C. Therasa ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Background/Objectives: The expansion of banking channels from branch to off-site formats have ushered in changes in the banking habits of customers across geographies. The expansion of the channels by banks were mainly intended as experience enhancement tools in addition to migrating the customers and reduce the operational costs through brick and mortar format. But whether the improvements in the channel paradigm have reached the urban, semi urban and rural banking customer is a big question and the study is intended to bring out the channel usage matrix of customers across banks and across geographies and the impact of these channels on the last mile customers having accounts across banks. Methods/Analysis: The study analyzed the awareness and usage pattern of ATM, Internet and Mobile Banking among 200 bank customers through a structured questionnaire. The collected data was analyzed using SPSS. The gap between the awareness and usage level was found out. In addition to that, correlation and regression analysis were also carried out. Findings: The results of the study confirmed that whether the channel offerings by banks are really reaching customers across rural, semi urban and urban bank customers and translate into usage more than the awareness. Applications/Improvements: The implications for banks will be two fold. It will help banks to know the awareness level of their digital channels among their customers. It will also enable them to undertake research on the usage level of their channels across customer segments and retune their strategies for maximum penetration as well as usage.

Keywords

Alternate Channels, ATM, Awareness, Bank Accounts, Bank Branches, Channels, Digital Strategies, Gap, Internet Banking, Mobile Banking, Usage.

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C. Therasa ¹, C. Vijayabanu ¹, V. Vijayanand ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur – 613401, Tamil Nadu, IN

Abstract

Background/Objectives: Brand image is a powerful asset which can be easily reached with the customer through an advertisement medium. A well recognized and trusted brand identity makes the product to reach the customer’s heart long lasting. This brand identity conjures up pictures in the psyches of the customer. The Brand image is an amalgamation of the individual’s experience based on internal and external sources. even though advertisements play a lead role in creating and re-regulating the brand image, personal experience and the persuasion of the customers may shift the customer’s mindset. Thus, it is very much vital to analyze the impact of advertisements and its role in creating a Brand image through the perception of rural customers. Methods/Statistical Tools: Based on the first objective, it is observed that the mean score of “Effect/impact of advertising can change as the brand grows older” is high (3.30) among rural customers. Factor analysis is then applied to reduce the factors and how it impacts brand image. Findings: The major factors extracted are Ads exposure, Quality Products, Purchase frequency, Product comparison, Brand image. The impact of advertisement on Brand image was found by using regression analysis and a proposed model for the study was constructed. Application/ Improvements: The current study analyzes the factors regarding the influence of advertisements among rural consumers which paves way to formulate various promotion strategies by the marketers.

Keywords

Advertisements, Brand Image, Exposure, Factor Analysis, Multiple Linear Regression, Product Comparison, Purchase Frequency.

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C. Vijayabanu ¹, R. Renganathan ¹, V. Srinivasakumar ¹, C. Therasa ¹, K. Bhuwnesh Skanth ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objectives: The current study focuses on the brand preferences of rural consumers towards FMCG goods. The Fast Moving Consumer Goods (FMCG) sector is an essential element of human life. All the FMCG companies are penetrating towards rural markets in India, because of the lifestyle and purchase behavior of Indian rural customers are predominant and changing. The market share of FMCG is influenced by the middle and lower income group of people. The current study focuses on the brand preferences of rural consumers towards FMCG goods. Methods/Analysis: The data have been collected with the help of structured questionnaires from 200 rural customers. The simple random sampling method was followed by the researcher and the data was collected from Papanasam, Budalur, Orattanadu, Reddipalayam and Thiruvaiaru. The two hundred data collected from rural customers of Thanjavur have been analyzed by using SPSS software. Descriptive statistics, factor analysis and regression analysis were carried out. Findings: The major findings are out of the six factors of brand preference – Relationship, Consistent, Usage, Availability, Reliable, Efficiency, Value towards purchase intention of rural customers towards FMCG goods explained in the model, Reliable (B = 14.6%), Value (B = 27.2%) are statistically significant in predicting the purchase Intention. Applications/Improvements: The current study analyzes the factors influencing the purchase intention of the rural consumers from the perspective of branding which helps the marketers in formulating various promoting strategies.

Keywords

Brand Preferences, Market, Purchase Intention, Regression Rural Consumers, Strategies.

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V. Srinivasa Kumar ¹, R. Renganathan ¹, C. VijayaBanu ¹, V. Vijay Anand ¹, Ram Prakash ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objectives: Consumption as a whole in an economy is a function of income. In other words the household aggregate consumption in an economy largely depends on its Income. This study examines basically the consumption pattern at rural and urban level in BRICS nations. Methodology and Analysis: The study also evaluates the influence and relationship of macroeconomic variables on rural and urban consumption. For the purpose of the study, World Development Indicators (WDI) data from World Bank is used. The time series data of BRICS nations for a period from 1991-2014, on rural and urban consumption, and its relationship with variables like, Gross National Income (GNI), Industrial Production Rate (IPR), and Inflation Rate (IR), Bank Credit (BC), Bank Lending Interest Rate (BLIR) are analysed using Multiple Regression model and Co-integration analysis. Findings: From the above analysis it may be observed that there is divergence in the rural and urban household final consumption in BRICS nations before and after becoming as a group. There exists inequality in the influence of macroeconomic variables and their relationship between BRICS nations. Applications/Improvements: The analysis gives scope for further study of consumption pattern in other regions and can be improved by adding other influencing variables.

Keywords

Co-Integration JEL Classification: B22, C55, E21, E31, E43, Macroeconomic Variables, Multiple Regression Model.

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C. Vijayabanu ¹, C. Therasa ¹, M. Naveen Sharma ¹, S. Saigeetha ¹, M. Pratheesha ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objective: The purpose of this research work is to examine the significant difference between the saving pattern and spending pattern of the Petti shopkeepers in rural areas of Thiruvallur district in India, to know the demographic characteristics of them and to examine how much they are willing to control on their spending. Methods/Analysis: We found that a survey method will be the right one to do this research work to make regional comparisons. To capture data on various parameters a questionnaire was prepared. Financial flows are associated with using the questionnaire basis.In saving and spending patterns of the rural people, mainly the Petti shop keepers chosen as our respondent. A questionnaire was collected from 50 Petti shop keepers. Findings: Most of the pettishopkeepers are male when compared to the female pettishopkeepers. The income is mostly between Rs.20000-30000. The majority of the people prefers cash as their saving pattern. Their savings is about Rs.6000-9000 which is nearly one third of their income. Most of their savings are converted into investment in their business and prefers home appliances as their spending. From their viewpoint, home appliances are the necessity goods and other items are considered to be luxurious goods. They show their interest in expanding their business instead of spending on other items. Because it is very vital for improving their standard of living. Applications/Improvements: The study will be an eye opener for the economist, government officials and social activist in enhancing the welfare measures of Petti shopkeepers in Thiruvallur district.

Keywords

Correlation, Income, Petti shop keepers, Saving, Spending.

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C. Vijayabanu ¹, V. Vijayanand ¹, M. Pratheesh ¹, R. Jenifer Rethna Ranjitham ¹, M. Naveen Sharma ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objective: The current study focuses on the livelihood and the occupational pattern of cardamom farmers in Munnar district. The livelihood of the people has been changed radically nowadays, due to globalization. The current study analyzes various perspectives of the livelihood of Cardamom farmers in Munnar because, the farmers who indulge in hill area cultivation have poor earnings, fund management, and suffer from seasonal problems. Methods/Analysis: The data have been collected by the interview method from 75 cardamom farmers is Munnar district. The simple random sampling method was followed by the researcher and the data was collected from them. The seventy five data collected from cardamom farmers of Munnar district have been analyzed by using SPSS software. Descriptive statistics, correlation and regression analysis were carried out. Findings: The major finding is out of 3 factors affecting the livelihood: occupational pattern issues, livelihood issues, saving pattern; income pattern from the occupational issues accepts the livelihood in greater manner. Applications/Improvements: The study will be an eye opener for the economist, government officials and social activist in enhancing the welfare measures of cardamom farmers.

Keywords

Cultivation, Livelihood, Savings.

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C. Vijayabanu ¹, R. Renganathan ¹, Mohamed Rafaat ¹, M. Manimekalai ¹, V. Pragati Shalini ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objectives: The Nachiyar Koil lamp manufacturers are popular for their handcrafted brass lamps. The study is mainly based on the understanding of business model of the lamp manufacturers about their administration, cluster formation revenue formation, production, labor turnover, annual sales, export range, product distribution, borrowings & saving pattern and barriers in the business. The primary data has been collected from 20 lamp manufacturers on all above aspects were collected and analyzed using SPSS software. Methodology: The study has 20 lamp manufacturers chosen by means of simple random sampling method from Nacihyar Koil. The data collected has been analyzed by using the correlation & Regresssion analysis with the help of SPSS software.The analysis includes consumption of raw material, investment, employment opportunities, business administration, exporting, Types of transportation, sales & profit margin, borrowings, license, saving pattern, Bank A/C, Insurance policy of Nachiyar Koil lamp manufacturers. Findings: The study analyse the perspective of business model,lifestyle and growth oppurtunities of Nachiyar koil lamp manufacturers. From the study it is clear that the age of Nachiyar koil lamp manufacturers influence the lifestyle (31.2%), business model & operation 12% and growth opportunity of 10%. Applications/Improvements: The study will be an eye opener for the economist, government officials and social activist in enhancing the welfare measures of Nachiyar koil lamp mannufacturers.

Keywords

Growth Oppurtunities, Lamp Manufacturer, Life Style, Revenue Production.

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R. Renganathan ¹, C. Vijayabanu ¹, V. Srinivasakumar ¹, V. Vijayanand ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur - 613401, Tamil Nadu, IN

Abstract

Objectives: A buyer in general compares the performance of the products they bought with their expectation with regard to satisfaction. Firms have to constantly meet the expectations of the buyers by means of their offer which meet and exceed the buyers' expectation. This will ensure firms endurance in the competitive environment which may give them competitive advantage to surpass the rest of the players in the market. Honda is one of the biggest firms in India. They have many models of two wheelers for the customers and also they launch many new models every year. This study deals with the consumer attitude and satisfaction towards Honda two wheelers and services at Honda showroom, Tiruvarur in India. This study was conducted to find out the factors influencing consumer behaviour of Honda two wheelers and the factors influencing consumer behaviour of Honda two wheelers. Methods/Analysis: Primary and secondary data were utilised for this study. 230 two wheeler customers of Honda showroom, Thiruvarur was included for this study. In order to find out the respondents' opinion about awareness about Honda two wheelers, model of Honda, celebrity endorsement, price of Honda, employee behaviour in the showroom and level of services at the showroom structured questionnaire was used. In order to test the structured questionnaire, 20 respondents were used for pilot study. For Data analysis Software package SPSS was used. Statistical techniques like Chi-square test, Factor analysis and percentage analysis were used to analyse the collected data. Findings: From the analysis it is inferred that majority of the customers are highly satisfied with Honda two wheelers and the dealer of Honda motors) in Tiruvarur. Majority of the customers were highly loyal and satisfied (except vehicle provided with the reasonable amount of fuel at the time of delivery) with the service at the showroom. At the time of purchase, customers should be educated towards handling and maintenance of two wheelers and dealers have to ensure the availability of spare parts. Applications/Improvements: This study was conducted in rural area to understand the customer opinion about the Honda two wheelers and showroom experience. Automobile dealers have opportunities to meet the buyers in person and can contact them. In order to understand the buyers' opinion of Honda two wheelers and showroom, dealers have to conduct these kinds of surveys periodically.

Keywords

Customer Attitude, Dealer, Satisfaction, Service, Two Wheeler.

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C. Vijayabanu ¹, R. Suppraja ¹, C. Sathammai ¹

Affiliations
1 School of Management, SASTRA University, Thanjavur, IN

Abstract

The current case study deals with various choices of motivational aspects of sales representatives of pharma industry and the sales representatives choices towards various financial and non-financial incentives. This case also deals with importance of motivation for enhanced performance and commitment of pharma sales employees. Various contemporary methods of employees also dealt in this case. The employees get motivated by various incentives which impacts on their performance. It is sector where more of innovation and research development is needed and its impact on performance due to motivational strategies in the contemporary global business scenario has also been studied.

Keywords

Motivation, Performance, Excellence, Pharma Employees.

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