Abhigyan

Anupam Narula ¹, Shallini Taneja ¹, Abhishek Tyagi ²

Affiliations
1 FORE School of Management, New Delhi, IN
2 Dell International Services, Bangaluru, IN

Abstract

Consumers in India are very diverse. The Indian biscuit industry has become crowded with competition and the consumers have fallen in love with foreign brands. Biscuits are one of the most popular snack-food because of their ready to eat nature. Companies have worked explicitly towards diversifying their distribution in the retail sector while improving the bottlenecks i.e. factors like type of channels, number of new variants, volume, etc. The aim of the current research is to understand the buying behaviour for digestive biscuits among consumers in Jaipur The study has been conducted in order to understand the awareness level of Digestive biscuits as a category, in Jaipur- From the point of view of both retailers as well as consumers. Primary data has been collected from 150 consumers followed by the preliminary interviews with major retailers in Jaipur to understand the consumer preferences towards McVities digestive biscuits. The data from the consumer survey has been analysed with the help of Cross Tabulation Chi-Square test, percentage analysis and factor analysis. Apart from the consumer perception, the retailer's point of view has been also stated in this research. The research suggests that the majority of consumers as well as retailers found it difficult to understand the difference between sugar free and digestive biscuits. The current research will be beneficial in determining the consumption pattern of digestive biscuits in other big cities like Jaipur.

Keywords

Digestive Biscuits, Brand Awareness, Brand Preference, Healthy Snacks, Biscuit Categories.

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Anupam Narula ¹

Affiliations
1 FORE School of Management, New Delhi, IN

Abstract

The 2016 edition of winning a billion consumers by Atul Joshi is good work on understanding Indian consumers. Being a top industry professional, he has used his vast experience to analyze the subject and offer solutions that can really transform any business enterprise.

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Anupam Narula ¹

Affiliations
1 FORE School of Management, New Delhi, IN

Abstract

'The life of Y' by Debashish Sengupta is a good work on understanding the life of millennial not just within organizations and workplace but also in the burgeoning social and formal marketplace as consumers of products and services. The book provides valuable insights into the way Gen Y thinks but also disproves some of the perceptual myths and stereotypes associated with them.

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Nidhi Saxena ¹, Anupam Narula ²

Affiliations
1 Uttarakhand Technical University, Dehradun, IN
2 FORE School of Management, New Delhi, IN

Abstract

In fast paced environment managing an individual employee is more difficult than ever before. Work life imbalance affects both personal and professional life. A balanced life is an art of handling multiple responsibilities. It is important and necessary for both employees as well as employers. This paper explores the impact of work life balance on job satisfaction among married women employees in the banks of NCR. A sample of 125 employees was taken and the data was gathered through questionnaire and analyzed with the help of regression analysis. The result shows that a positive relationship exists between work life balance and job satisfaction of banking employees.

Keywords

Work Life Balance, Job Satisfaction, Married Working Women, Private Banks, Organizational Factors.

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Anupam Narula ¹

Affiliations
1 FORE School of Management, New Delhi, IN

Abstract

The world of sales has changed over the past decade due to unprecedented access to information through internet. Before internet, the buyers had to talk to sales people to make a purchase. They needed to understand the details of the offerings and most of the time sales people used to manipulate this information in order to get sale and this use to leave a bad experience with many buyers. Now internet has empowered buyers and made the traditional selling ineffective and 60 percent of purchasing decisions are made without sales professionals.

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Anupam Narula ¹, Shallini Taneja ²

Affiliations
1 Amity School of Business, Amity University, Noida, IN
2 FORE School of Management, New Delhi, IN

Abstract

The purpose of this research is to explore the factors that affects the buying attitude of consumer towards imported goods in National Capital Region of India and to measure the impact of those factors on consumer's purchase intent towards imported decorative LED lightning products. Through literature review, factors were explored and finally two factors i.e Country of origin and Consumer ethnocentrism were shortlisted for measuring their impact on purchase intent towards decorative LED lights. Data for the study were collected through an online survey of 122 consumers in NCR region, India. Consumer Ethnocentrism was measured by CETSCALE and Country of Origin was measured by questionnaire designed by Lascu and Babb (1997). Further data was analysed through factor analysis for each statements of questionnaire. The findings show that the consumers are impartial towards the country of origin information and not highly ethnocentric means they are quite liberal towards acceptance of imported decorative LED lights. It would be beneficial for marketers to focus on product quality, price, technological innovations and other qualities instead of country of origin information and ethnocentrism. These findings provide useful market intelligence for marketing strategists targeting metropolitan cities in India, but must be generalized with caution as same cannot be applied for every city.

Keywords

Ethnocentrism, Country of Origin, Consumer Attitude, Consumer Purchase Intent, Decorative LED Lights.

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