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Dahiya, Rekha
- Failure of Power Branding: A Case of HUL
Abstract Views :383 |
PDF Views:0
Authors
Rekha Dahiya
1,
Asjad Usmani
2
Affiliations
1 Marketing Banarsidas Chandiwala Institute of Professional Studies Dwarka, Sector 11, New Delhi–110075, IN
2 Management Banarsidas Chandiwala Institute of Professional Studies Dwarka, Sector 11, New Delhi–110075, IN
1 Marketing Banarsidas Chandiwala Institute of Professional Studies Dwarka, Sector 11, New Delhi–110075, IN
2 Management Banarsidas Chandiwala Institute of Professional Studies Dwarka, Sector 11, New Delhi–110075, IN
Source
ANVESHAK-International Journal of Management, Vol 2, No 2 (2013), Pagination: 73-79Abstract
When a company has many brands in its kitty and customers start getting confused among the brands in terms of differentiation, quality and image, then it makes sense to contract your portfolio and focus its resources on few brands which are leader in their category. After all, resources are scarce. This strategy is known as power branding. This strategy was implemented by HUL in early 2000. Although this was very successful all over the globe, it failed in India. This paper is an attempt to understand this strategy in detail and also aims to uncover the reasons why this strategy didn't bear the expected results in India.Keywords
Power Branding, HUL, Strategy Failure
- Digital Marketing and Consumer Behaviour: An Empirical Study in Indian Car Market with Special Reference to Delhi and NCR
Abstract Views :789 |
PDF Views:1
Authors
Amita Charan
1,
Rekha Dahiya
2
Affiliations
1 Janki Devi Memorial College, University of Delhi, Sir Gangaram Hospital Road, New Delhi–110060, IN
2 UTU Dehradun, Banarsidas Chandiwala Institute of Professional Studies, Dwarka, Sector–11, New Delhi–110075, IN
1 Janki Devi Memorial College, University of Delhi, Sir Gangaram Hospital Road, New Delhi–110060, IN
2 UTU Dehradun, Banarsidas Chandiwala Institute of Professional Studies, Dwarka, Sector–11, New Delhi–110075, IN
Source
ANVESHAK-International Journal of Management, Vol 4, No 2 (2015), Pagination: 60-83Abstract
Indian economy's digital statistics are showing impressive trends from past few years. We have approximately 243 million internet users in our country. There's enough development in devices, internet networks, operating systems, processors and operator strategies to suggest that India is on track to resolving the challenge of affordable, easy and faster internet access. The average price of smart phones that deliver much richer content, including video, is falling rapidly as the customer base is growing. This digital revolution has not left the Indian car market untouched and it is affecting the consumer behaviour to a significant extent from awareness, evaluation, final buying to the post purchase-stage.
This paper aims to find the most preferred digital channel to target the customers while they buy a car. Paper also uncovers the demographic profile, background information and preferences of the people who use digital channels for buying or ordering online. Along with these objectives the paper attempts to understand the impact of digital marketing practices followed by car marketers on Indian consumers living in Delhi and NCR. To achieve these pre-decided objectives, primary data was collected with the help of structured questionnaires. The questionnaire was administered to the car owners residing in Delhi and NCR area. Data was analyzed with the help of statistical techniques like chi-square and t-test. The findings are presented in a summarized manner for understanding digital consumer behaviour.
Keywords
Digital Marketing, Digital Consumer Behaviour, Digital Promotion, Search Engine.References
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- Young Consumers' Attitude towards On-line Advertising
Abstract Views :300 |
PDF Views:120
Authors
Rekha Dahiya
1,
Asjad Usmani
1
Affiliations
1 BCIPS, Dwarka, IN
1 BCIPS, Dwarka, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 13, No 1 (2015), Pagination: 64-70Abstract
The present paper deals with measuring the attitude of the young consumer towards on line advertising. Online advertising is gaining momentum in India with consumers increasingly noticing and affecting from it. The study was conducted in Delhi using a structured non-disguised questionnaire for the age group of 18-25 years. Data were analyzed with the help of SPSS and one sample t-test was used as a test of significance. It was revealed in the study that people have positive attitude towards online advertising. However, they expressed their cautious attitude towards disturbing and imposing nature of online advertising. They also expressed their concerns towards trustworthiness of the online advertising.Keywords
Online Advertising, Attitude, Internet.Full Text
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- Consumers' Attitude towards Digital Marketing
Abstract Views :578 |
PDF Views:169
Authors
Affiliations
1 Marketing Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi, IN
1 Marketing Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 11, No 2 (2013), Pagination: 42-51Abstract
In today's world of digital media, the Consumer behavior is changing fast as their purchase decisions are influenced through easily available on line information. The consumer is shifting from the "push" to the "pull" world of commercial messaging. The present study aims to investigate the consumer attitude towards digital marketing in Indian Car Market. The paper uses the "Theory of Planned Behavior" as the basic model to study the attitude of people towards digital marketing. Data were collected from Delhi area with the help of a structured questionnaire and then analyzed on the basis of statistical techniques viz. independent sample ttest. The results of the study indicate that people have positive attitudes towards various aspects of digital marketing. However, they remain cynical about the technicality and authenticity of information available on digital channels.Full Text
- A Survey on Text Mining using Genetic Algorithm
Abstract Views :191 |
PDF Views:0
Authors
Source
International Journal of Innovative Research and Development, Vol 3, No 5 (2014), Pagination:Abstract
Text mining, also known as text data mining or knowledge discovery from textual databases, refers to the process of extracting interesting and non-trivial patterns or knowledge from text documents. Regarded by many as the next wave of knowledge discovery, text mining has very high commercial values. Text Mining can be achieved directly by applying Genetic Algorithm to text classification, summarization and information retrieval system in text mining process. The various researches show the performance is improved due to the nature of Genetic Algorithm. Genetic Algorithm has been used to tackle extensive variety of optimization problems. In this paper text mining concept is discussed and how genetic algorithm is applied on it and its usage in text mining.
Keywords
Genetic Algorithm (GA), Text Mining, Classification, Knowledge DiscoveryFull Text
- A Survey on Application of Particle Swarm Optimization in Text Mining
Abstract Views :166 |
PDF Views:0
Authors
Source
International Journal of Innovative Research and Development, Vol 3, No 5 (2014), Pagination:Abstract
Text Mining is the discovery of new previously unknown information, by automatically extracting information from a usually large amount of data set. Many algorithms have been developed in recent years for solving problems of numerical and combinatorial optimization problems. Most efficient among them are swarm intelligence algorithms. Clustering using PSO is being used as an alternative to more conventional clustering techniques. PSO is population-based stochastic search algorithms that impersonate the capability of swarm. Data clustering with PSO algorithms are being used to produce better outcomes in a wide variety of real-world data. In this paper, a brief survey on PSO application in data clustering is described.
Keywords
Data mining, Data clustering, Particle swarm optimizationFull Text