Informatics Publishing Limited

M. Inbalakshmi ¹, K. Govindarajan ², C. Vijaya Banu ², V. Vijayanand ²

Affiliations
1 G.T.N. Arts College, Dindigul, Tamilnadu, IN
2 School of Management, SASTRA University, Thanjavur, Tamilnadu, IN

Abstract

Food is a basic need which is to be fulfilled for everyone's survival. Previously every food was prepared by the people in their home itself. But in the present fast moving world time has become precious, many have changed their food habits and shifted to a number of instant food products. Instant food products play a very significant role in the present day situation where both men and women are employed. Since the demand for instant food products are picking up, number of manufacturers entered in to the field of instant food products with different brand names. Thus the consumers can choose any brand of their own choice. In this research paper an attempt is made to ascertain the consumers' preference towards instant food products. For analytical purposes, statistical tools such as chi-square test and factor analysis are used. The results reveal the fact that there is no association between occupation, family monthly income, family type and spouse employment and the monthly expenditure on ready-to-eat instant food products. Further the factor analysis indicates that packing, hygiene, societal influence and influence of advertisement play an important role in forcing the customers to buy the instant food products.

Keywords

Consumer Preference, Instant Food Products, Chi-Square Test and Factor Analysis.

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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, 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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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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