Informatics Publishing Limited

V. Vijay Anand ¹, C. Vijaya Banu ¹, S. Balachandran ¹, S. Arunkumar ¹, R. S. Sarayu ¹, J. Hemalatha ¹, M. Shaira Banu ¹

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

Abstract

Employee engagement is a high impact factor towards productivity of an organization. It is an emotional and psychological attachment of an employee towards his/her organization. An engaged employee is always more reliable, self-motivated and loyal to strengthen the organization towards sustainable position. There are many factors that influence an employee engagement in association with demographic factors. Here the researchers have taken individual factor upon grouping up various variables and tried to find the relationship between the demographic factors and the individual factors. Objectives: The purpose of this study is to find out the contributing variables which are significantly influencing in the engaged workforce and to study the effect and relationship among the EE factors in association with output factors. Method/Analysis: The researchers have selected 124 respondents and collected primary data by adopting standard questionnaire. The statistical tools such as Chi square test, one-way ANOVA and regression analysis were used to analyze the data. Findings: The predictor variables viz., Co-Workers, Department, Rewards and recognition, Opportunities, Team work and Immediate Supervisor are statistically significant factors towards employee engagement. The regression results also show that the variables such as Job, Superior, Organization and Communication are not statistically significant. There is a significant relationship between employee engagement and outcomes - discretionary efforts and retention. There is a statistical significant effect of employee engagement on Discretionary Effort which is one of the outcomes of the study. Applications/Improvements: The present study suggests the important factors contribute the employee engagement in a better way in banks. The study results will make certain impact oriented changes in banks.

Keywords

Employee Engagement, Engaged Workforce, Productivity, Rewards and Recognition.

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V. Vijay Anand ¹, R. Renganathan ¹, V. Srinivasakumar ¹, S. Balachandran ¹, V. Abarna Vaishaly ¹, S. Sindhuja ¹, R. Radhika ¹

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

Abstract

Indian rural market has a vast size and demand base. Considering this huge potential markets, companies started to concentrate more on this markets. One of them is DTH service, the offerings given by cable is not enough so the evolution of DTH came into existence. And its impact is now spread to rural markets also. Though it is a fact the buying behavior of any product or brand is based on the brand preference factors of a consumer. The study reveals the relationship between consumer brand preferences with purchase decision of customers towards DTH services. Finally the researchers found that most of them go with DTH rather than cable, because of its poor network and facilities. Objectives: The objectives of the study are to find the association between demographic factors and brand preference of the respondents of DTH users in rural areas; to study the variation between demographic factors and brand preference; to understand the effect of study variables such as cost, features, convenient services and support facilities on brand preference, to examine the relationship between brand preference and purchase decisions and to find out the effect of brand preference on purchase decisions. Method/Analysis: The researchers have collected primary data from 100 respondents from the customers of DTH by applying the structured questionnaire. The statistical tools such as Chi square test, one-way ANOVA and regression analysis were adopted for analysis purpose. Findings: There is association between the demographic factors viz., age, area, monthly income of the respondents with the Consumer Brand Preference. The research results also revealed that there is no association between the gender of the respondents and the Consumer Brand Preference. From the regression results, the researcher found that the Brand preferences do not vary with the demographic factors namely gender, age and area of the respondents. The results also revealed that the Brand preference do vary with the income of the respondents. The results revealed that there is a significant relationship between Consumer Brand Preference and Purchase Decision. There is a significant effect of Consumer Brand Preference on Purchase Decision. Applications/Improvements: The DTH has to consider the suggestions out the study results for further improvement in sales and services by comparing with other competitors. The study will enhance the organization to come out with best outcomes.

Keywords

Consumer Brand Preference, DTH, Purchase Decision.

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V. Vijay Anand ¹, R. Renganathan ¹, S. Balachandran ¹, L. Tony Jerry Suganth ¹, Chaitanya K. Sravanthi ¹, R. Kumarappan ¹, Santhoshi ¹

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

Abstract

Objectives: Brand loyalty is essential to every organization to make the customers/consumers stick to the products. It helps the organization to improve the productivity and also to retain the customers. Retaining the customers with them is more important than finding the new customers. The researchers have made an attempt to study the factors influencing brand loyalty. Method/Analysis: By applying structured questionnaire, primary data were collected from 114 respondents. The statistical tools such as Chi square test, one-way ANOVA and regression analysis were administered for analysis. The study factors such as Demographic variables, Brand Awareness, Brand Image, and Perceived Quality that influences Brand loyalty. Findings: There is an association between the demographic factors viz., age, gender, marital status, family type, educational qualification. There is no association between the occupation of the respondents, since the null hypothesis is gross annual income of the respondents and preferences were accepted. The researcher found that the brand loyalty do not vary with the demographic factors namely gender, family type, gross annual income brand preferences. The brand loyalty varies with the age, marital status, educational qualification and occupation of the respondents. The results show that there is a high degree of correlation between the study variables and the brand loyalty. It is found that the predictor variables viz., Brand awareness, Brand image and perceived quality are statistically significant determinants towards Brand loyalty. Applications/Improvements: The present study focuses those important factors which are influencing brand loyalty. Based on the significance, the organization has to give much priority to retain and improve their brand loyalty.

Keywords

Brand Loyalty, Brand Awareness, Brand Image, Perceived Quality.

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