C. Vijayabanu ¹, R. Renganathan ¹, V. Srinivasakumar ¹, C. Therasa ¹, K. Bhuwnesh Skanth ¹

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

Abstract

Objectives: The current study focuses on the brand preferences of rural consumers towards FMCG goods. The Fast Moving Consumer Goods (FMCG) sector is an essential element of human life. All the FMCG companies are penetrating towards rural markets in India, because of the lifestyle and purchase behavior of Indian rural customers are predominant and changing. The market share of FMCG is influenced by the middle and lower income group of people. The current study focuses on the brand preferences of rural consumers towards FMCG goods. Methods/Analysis: The data have been collected with the help of structured questionnaires from 200 rural customers. The simple random sampling method was followed by the researcher and the data was collected from Papanasam, Budalur, Orattanadu, Reddipalayam and Thiruvaiaru. The two hundred data collected from rural customers of Thanjavur have been analyzed by using SPSS software. Descriptive statistics, factor analysis and regression analysis were carried out. Findings: The major findings are out of the six factors of brand preference – Relationship, Consistent, Usage, Availability, Reliable, Efficiency, Value towards purchase intention of rural customers towards FMCG goods explained in the model, Reliable (B = 14.6%), Value (B = 27.2%) are statistically significant in predicting the purchase Intention. Applications/Improvements: The current study analyzes the factors influencing the purchase intention of the rural consumers from the perspective of branding which helps the marketers in formulating various promoting strategies.

Keywords

Brand Preferences, Market, Purchase Intention, Regression Rural Consumers, Strategies.

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V. Srinivasa Kumar ¹, R. Renganathan ¹, C. VijayaBanu ¹, V. Vijay Anand ¹, Ram Prakash ¹

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

Abstract

Objectives: Consumption as a whole in an economy is a function of income. In other words the household aggregate consumption in an economy largely depends on its Income. This study examines basically the consumption pattern at rural and urban level in BRICS nations. Methodology and Analysis: The study also evaluates the influence and relationship of macroeconomic variables on rural and urban consumption. For the purpose of the study, World Development Indicators (WDI) data from World Bank is used. The time series data of BRICS nations for a period from 1991-2014, on rural and urban consumption, and its relationship with variables like, Gross National Income (GNI), Industrial Production Rate (IPR), and Inflation Rate (IR), Bank Credit (BC), Bank Lending Interest Rate (BLIR) are analysed using Multiple Regression model and Co-integration analysis. Findings: From the above analysis it may be observed that there is divergence in the rural and urban household final consumption in BRICS nations before and after becoming as a group. There exists inequality in the influence of macroeconomic variables and their relationship between BRICS nations. Applications/Improvements: The analysis gives scope for further study of consumption pattern in other regions and can be improved by adding other influencing variables.

Keywords

Co-Integration JEL Classification: B22, C55, E21, E31, E43, Macroeconomic Variables, Multiple Regression Model.

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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, V. Rengarajan ¹, R. Renganathan ¹, B. Swathi ¹, S. Udhaya ¹, N. Vardhini ¹

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

Abstract

Employee Work Life Balance (WLB) is a major driver in the organization that helps to achieve higher productivity. It is a healthy blend of both employee's work life and personal life. There are many factors influencing work-life balance of an employee in the organization. The researchers have identified some factors along with demographic variables to study and understand the work life balance. Objectives: The objective is to study the relationship between WLB and study factors. 1. To study the association between demographic variables of respondents and employee work-life balance; to study the variation between the demographic factors and employee work-life balance; to study the effect of individual factors on employee work-life balance; to study the association between employee work-life balance and outcome variable viz., employee satisfaction and retention and to understand the effect of employee work-life balance on employee satisfaction and retention as outcome variable. Method/Analysis: The primary data were collected through the structured questionnaire with the sample size of 120 by adopting simple random sampling and snow-ball method and the statistical tools viz., Chi square test, one-way ANOVA and regression analysis were adopted. The study variables include Demographic variables, Individual variables, and Employee satisfaction and Retention as outcome variables. Findings: The findings show that 49% of respondents were in the age group of 25-35 years. 88% of respondents were male and the rest were female. 78 % of respondents were married. 67% of respondents were in the monthly income group of Rs. 11,000 to Rs. 30,000. 69% of respondents were in the middle level of employment position. The Chi square test concluded that there is an association between employee WLB and demographic factors. The ANOVA test showed that study factors do not vary with the demographic factors. The regression model reveals that there is no significant effect of individual factors on employee WLB. Applications/Improvements: The current study focuses the factors influencing the work life balance of employees from rural areas and the results of the study will help the organisation to enhance better work life balance towards higher level of productivity.

Keywords

Demographic Factor, Employee, Productivity, Work-Life Balance.

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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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C. Vijayabanu ¹, R. Renganathan ¹, Mohamed Rafaat ¹, M. Manimekalai ¹, V. Pragati Shalini ¹

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

Abstract

Objectives: The Nachiyar Koil lamp manufacturers are popular for their handcrafted brass lamps. The study is mainly based on the understanding of business model of the lamp manufacturers about their administration, cluster formation revenue formation, production, labor turnover, annual sales, export range, product distribution, borrowings & saving pattern and barriers in the business. The primary data has been collected from 20 lamp manufacturers on all above aspects were collected and analyzed using SPSS software. Methodology: The study has 20 lamp manufacturers chosen by means of simple random sampling method from Nacihyar Koil. The data collected has been analyzed by using the correlation & Regresssion analysis with the help of SPSS software.The analysis includes consumption of raw material, investment, employment opportunities, business administration, exporting, Types of transportation, sales & profit margin, borrowings, license, saving pattern, Bank A/C, Insurance policy of Nachiyar Koil lamp manufacturers. Findings: The study analyse the perspective of business model,lifestyle and growth oppurtunities of Nachiyar koil lamp manufacturers. From the study it is clear that the age of Nachiyar koil lamp manufacturers influence the lifestyle (31.2%), business model & operation 12% and growth opportunity of 10%. Applications/Improvements: The study will be an eye opener for the economist, government officials and social activist in enhancing the welfare measures of Nachiyar koil lamp mannufacturers.

Keywords

Growth Oppurtunities, Lamp Manufacturer, Life Style, Revenue Production.

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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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