International Journal of Commerce & Business Management

K. C. Prakash ¹, P. Paramasivam ²

Affiliations
1 Department of Agricultural and Rural Management, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN
2 Department of Agricultural Economics, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN

Abstract

Buying behaviour describes any purchase that a consumer makes, through it was not planned in advance. This paper is an attempt to find out the factors that affect consumer-buying behaviour in Nilgiris district of Tamil Nadu. The impact of various variables like quality, aroma, flavour, taste, colour of end product, brand image, value added tea, retailers influence, influenced by others, reasonable price, timely availability, attractive packing, effective advertisement, celebrity endorsement and gift/promotion/strategies on consumer buying behaviour, have been analyzed. The study is based on the primary data collected from both urban and rural consumers in Nilgiris district with the help of structured questionnaire. Data analysis has been done using SPSS software. The statistical analysis method employed in this study was Factor analysis. After the analysis, it was found that, buying behaviour was substantially different in urban and rural consumers.

Keywords

Buying Behaviour, Consumer, Factor Analysis

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R. Ravikumar ¹, P. Paramasivam ¹

Affiliations
1 Department of Agricultural Economics, Tamil Nadu Agricultural University, Coimbatore, T.N., IN

Abstract

Land is a finite natural national resource, directly link with all economic development activities especially agricultural production highly depend upon large scale of land due to inefficiency in production. India is a land scarce country where per capita cultivated land is only around 0.15 ha (Planning Commission 2011). Agricultural land conversion is a process by which land is changed from agricultural purposes to urban and industrial uses. The study was conducted to identify the factors influence of land sale among the respondents in western zone of Tamilnadu. The findings revealed, self occupation, progeny occupation and presence of business and community organization in the locality most significant factors influence on land sales.

Keywords

Land Sale, Factors Influences, Self-occupation

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K. C. Prakash ¹, P. Paramasivam ²

Affiliations
1 Department of Agricultural and Rural Management, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN
2 Department of Agricultural Economics, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN

Abstract

The government of Tamil Nadu launched the sale of "Ooty Tea" to the general public through the Public Distribution System on 28.08.2001. INDCO ((The Tamil Nadu Small Tea Growers' Industrial Co-operative Tea Factories Federation Limited) is supplying blended tea, under the brand name of "Ooty Tea" through Tamil Nadu Civil Supplies Corporation and District Cooperative Wholesale Stores of Cooperative Department. Moreover Ooty Tea also provides the required cuppage and good flavour. The quality of Ooty Tea is on par with other well known branded teas. The market intervention by INDCO was helping the small tea growers are getting better price for their green tea leaves. In this section, we are going to discuss the awareness level of Ooty Tea and also discuss the general opinion about the brand Ooty Tea in consumer mind. This analysis will help to INDCO to make corrective action for better marketing and distribution of Ooty Tea in Nilgiris district. If INDCO gets profit, this will also help the small tea growers to get premium price for their green tea leaves and also it will increase the awareness level of local tea brand in consumer mind. In this article, the authors proposed a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities and brand value, which is the sale value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value in consumer mind.

Keywords

Brand Equity, Consumer Ooty Tea

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R. Ravikumar ¹, P. Paramasivam ¹

Affiliations
1 Department of Agricultural Economics, Tamil Nadu Agricultural University, Coimbatore, T.N., IN

Abstract

Land is a finite natural national resource, directly link with all economic development activities and especially agricultural production highly depends upon large scale of land due to inefficiency in production. India is a land scarce country where per capita cultivated land is only around 0.15 ha (Planning Commission 2011). Agricultural land conversion is a process by which land is changed from agricultural purposes to urban and industrial uses. The study was conducted to identify the factors influencing the willingness of conversion among the farm households in Western zone of Tamil Nadu. From the results it was observed that the market value of land positively influenced the willingness of land conversion and farm productive value and assurance of irrigation reduced the willingness of land conversion.

Keywords

Agricultural Land Conversion, Influencing Factors, Socio-environment

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K. C. Prakash ¹, P. Paramasivam ²

Affiliations
1 Department of Agricultural and Rural Management, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN
2 Department of Agricultural Economics, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN

Abstract

In Tamil Nadu tea is mainly grown in Nilgiris district. Among the different channels, supply of tea through auction centre was prodominent. The rest of the supply was private estate cum processing units. A study was conducted to identify different supply chain and estimate cost and margins in each channel. An attempt was also made to analyze the supply of tea and channel consisted of tea producer-green tea leaves collectors/agents - through processors - retailer - consumer was found to be the most efficient channel when compare to other channels. The total marketing costs of tea producer, processor and retailer in this channel were found to be Rs. 28, Rs. 20 and Rs. 13.75, respectively. The marketing margins of these producer and intermediaries have been estimated and they were Rs. 52 for producer, Rs. 30 for processor and Rs. 30 for retailer. Similarly, marketing cost and margins for other channels have been estimated. In this channel, producer, processor and retailer were benefitted mainly because of high margin. The marketing efficiency has been found to be more in supply chain IV. In this channel number of intermediaries were less, hence retailer could directly place demand order to processor and processor supplied the same (demand based supply). In this channel only fine quality leaves are processed for direct retailing in domestic market (INDCO/Estate cum BLF). Hence, supply chain IV was found to be the most efficient.

Keywords

Tea, Price Spread, Marketing Efficiency, Market Intermediaries

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K. C. Prakash ¹, P. Paramasivam ²

Affiliations
1 Department of Agricultural and Rural Management, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN
2 Department of Agricultural Economics, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN

Abstract

Nokia is a powerful brand. It is a truly global brand. Key theme of Nokia is to accelerate and innovate. Nokia is focused on innovative ways of working together with the telecomservice operators to accelerate growth in the mobile market. But the recent years is tough time for the mobile-phone giant as itsmarket share has slipped and younger buyers turn to rivals such as Samsung, Karbonn and Miromax. It has a dual challenge in front of it. The first one is growing and building brand on its core competency of innovation and technology leadership. The second one is managing its brand well, so that it remains the leading brand in the segment. Nokia must rethink its strategies if it is to meet these challenges.

Keywords

Brand Identity, Brand Loyalty Brand Equity

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K. C. Prakash ¹, P. Paramasivam ²

Affiliations
1 Department of Agricultural and Rural Management, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN
2 Department of Agricultural Economics, Centre for Agricultural and Rural Development Studies, Tamil Nadu Agricultural University, Coimbatore, T.N., IN

Abstract

Nilgiri's Supermarket supplies various grocery items and dairy products. There is a strong competition among other supermarkets in the city. In this context, it is essential for a firm to understand the consumers, their satisfaction level, buying pattern and competitors position in the market. Information on customer satisfaction and comparison will be helpful for formulating the marketing strategies. Hence, a study has been undertaken to examine satisfaction level and purchase pattern in the Coimbatore city.

Keywords

Customer Satisfaction, Purchase Pattern

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