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Asia Pacific Marketing Review : Vol. I, No.1, January-June 2012

Asia-Pacific Marketing Review

Volume: I, No.1, January-June 2012



 Index - Vol. I, No.1, January-June 2012

Author’s Name
Title of the Research Paper
Page No.
Dr. Gajendra Singh
Dr. Samridhi Tanwar, Dr. Neeraj Kaushik
and Dr. V.K.Kaushik
Mr. Muhammad Kashif, Mr. Khurrum Jamal and Mr. Shehroze Asif
Dr. Shubhendra Singh Parihar
Dr. Purna Prabhakar Nandamuri and
Ms. Gowthami. Ch.
Ms. Karishma Gulati and Dr. Neeru Mundra
Dr. Biranchi Narayan Swar and Dr. Prasanta Kumar Padhy
Ms. Rekha Saraswat, Mr. Gyan Prakash 
and Dr. Sunil Kumar Yadav
Dr. Mamta Bhatt and Dr. Atul Bamrara
Dr. Babita Agarwal, Ms. Namrata Kohli
and Dr. D. P. Mishra
Ms. Anupama Prashar
Ms. Shilpa Bagdare
Ms. Amaara Rehmaan and Dr. Rahela Farooqi                           
Dr. Shashank Shah
Dr. Vibhuti Tripathi, Dr. Ashutosh Kumar
and Ms. Gunjan Nema
Mr. Pradeep Bawa, Dr. B.L.Gupta and
Dr. Bhawna Sharma
Mr. Prakashraj Pradipbhai Kumavat


Editor's Note


Empirical Analysis of Awareness and Satisfaction Level of Customers With Respect To Banking E-Services in North India


Dr. Gajendra Singh1

1Head, School of Management, Doon University, Dehradun, Uttarakhand-246174.

1E-mail: gajendra_kashyap@rediffmail.com, drgskashyap@gmail.com



Customer satisfaction is one of the essential components of any organization's strategies, as the customer is the ultimate source of income for any industry. The organizations are focusing on customer satisfaction to expand their product line. That is all due to the competition in the banking industry and some banks consider the customer satisfaction as the principal component of their marketing strategy. That's why with the competition mostly the ultimate customer benefited Khattak et al. (2010). Now, many financial institutions are trying to increase the customer satisfaction and their retention toward the financial institution through improving the quality of the services and the products they offered to its customers, with this they are achieving their desired objective.
With the advent of modern technology, there is a tremendous growth in the varieties of cyber crime. As the competition in the banking sector is upcoming, every bank either public or private sector is coming with various e-Services on their portals. It does not clearly depict the echelon of customer awareness and their satisfaction with electronic banking (and e- services). The study examines the overall AWARENESS AND SATISFACTION LEVEL OF CUSTOMERS WITH RESPECT TO E-SERVICES in India of the banks which it has gained on launching e-Services. The study provides a broad picture of cyber threat risks for banks in India and what efforts are made by government to embark upon cyber crime.

Key WordsCustomer Satisfaction, Awareness, Assurance, Responsiveness


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Samridhi Tanwar1, Neeraj Kaushik2 and V. K. Kaushik3

1 & 2 Department of Management Studies, The Technological Institute of Textile & Sciences, Bhiwani, Haryana.

1Jaipuria Institute of Management, Lucknow

1Email: samridhi.tanwar@gmail.com  2Email: kaushikneeraj@gmail.com

3Email: virenderk_kaushik@rediffmail.com




The PEST (Political, Economical, Social and Technological) factors highlights that there is a paradigm shift in food sector especially heat-and-serve food.  The road side grocer shop, haats, kirana shops, vegetable vendor and mandis were the talks of yesterday. That’s the reason why big bosses of Indian corporate sectors are diversifying their portfolio, and prioritising establishment of retail chains across the country. Retail stores offer the combination of product and services, thus service quality is likely to have more impact on customers than product quality. This paper aims to examine the influence of service quality on behavioural intentions of customers in organised food retail sector. The research was carried out with 26 statements of Retail Service Quality Scale (RSQS) developed by Dabholkar, Thorpe and Rentz (1996).  On the basis of Simple Random Sampling 12 shopping malls were selected and out of each shopping mall 17 respondents were selected on the basis of Judgemental Sampling. Exploratory factor analysis has identified seven dimensions of retail service quality prevailing in Indian organised food sector. “Appearance” was the most important factor and the main determinant of repurchase and recommendation intention of shoppers (food outlets). Problem Solving & Policy, Convenience, Interaction Quality, Reliability, Personal Attention and Inspiring Confidence were the other service quality factors affecting the perception of Indian shoppers.


Keywords: Service Quality, Organised Food Retail, Behavioural Intentions, Retail Service Quality Scale (RSQS), Recommendation Intentions, Repurchase Intentions.


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Muhammad Kashif1, Khurrum Jamal2 and Shehroze Asif3

 1 & 2 Assistant Professor, GIFT University, Pakistan.

3 Undergraduate Student, GIFT University, Pakistan.





This study explores the factors which influence students’ decision to choose an institution of higher learning in Pakistan. The survey method is employed to collect data from 500 students, enrolled in a private sector University located in province of Punjab, Pakistan. The data is analyzed and presented through; factor analysis, frequency distribution, correlation matrix, and multiple regression. The study discovers significant factors determining students’ University choice criteria in a Pakistani context. Career oriented courses; reference group; reputation; brand promotion; and location are the most influencing factors while deciding to choose a University for higher studies. The results will help higher education policy makers while branding and marketing University programs in Pakistan. The study is original contribution of work towards identifying the factors which influence the decision to choose University. The study presents a model of student choice based on the data collected from a single University which can be further tested to some other private as well public sector universities to extend its generalizability.    

Key words: Higher education, Brand choice, Consumer preferences, Pakistan.      


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Shubhendra Singh Parihar1

1 Jaipuria Institute of Management, Lucknow

1Email: samridhi.tanwar@gmail.com , Shubhendraparihar@rediffmail.com  





Pharmaceutical industry is different from the FMCG and consumer durables. The differentiation factor is the buying behaviour of customer. Typically pharmaceutical drugs are prescribed by the physicians when a patient seeks consultation from them. Here in this situation physician play the role of customer whereas patient plays role of consumer. The buying power in the hands of doctors pushes pharmaceutical firms to lure physicians for influencing their prescription habits by a set of promotion mix. This promotion mix has several dimensions like brand recall by the field sales force on a regular time interval, sharing the recent development in the field of medicine, offering them incentives and expensive gifts to gain their support for establishing their brands. This practice is common worldwide. Most of the pharmaceutical firms look at the return on marketing investment. The measurement of ROMI becomes the crucial factor while evaluating the performance of product in terms of profitability. To identify the ways and means which have optimized the returns is always the interest point for all pharmaceutical firms investing heavily on marketing of drugs. This study aims to identify the activities which are liked by the physicians and really influence their prescription behaviour. To differentiate a product only on the basis of price or extended client service is neither long term nor a profitable approach. It is better to identify the investment areas which can really contribute to the overall profitability. Thus regular, continuous study of the prescribing behaviour of doctors is essential for pharmaceutical marketer. The intense competition in Indian pharmaceutical industry implies that practicing doctors are exposed constantly to various competing stimuli. The present study is an attempt to develop a simple framework for finding out the impact of the different kinds of promotional mix offered by pharmaceutical industry to influence the prescription behaviour of physicians.

ROMI, Prescription, CME.


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Brand Preferences for Consumer Durables in Rural Markets-The EIO Approach


Purna Prabhakar Nandamuri1 and Gowthami Ch. 2

1 ITM Business School, Hunter Road,  Warangal-506001,  Andhra Pradesh.

2 ITM Business School, Hunter Road,  Warangal-506001, Andhra Pradesh


 1Email: purnapnandamuri@yahoo.com  2Email: gowthamic@itm.edu



India is emerging as an attractive market for consumer durables. Around 35.0 of the total sales come from rural and semi urban markets and will grow by 40 to 45.0 in future. But, detailed information on the rural consumer continues to be elusive because of the dearth of mechanisms for capturing and analyzing data. The aim of this study is to analyze the influence of consumer’s education, income and occupation on brand preferences for consumer durables in rural markets. A self-designed questionnaire with 14 statements related to the brand/product features, to be ranked on one to seven scale, was administered face to face to 300 prospective buyers randomly selected while approaching retail outlets in Warangal district. The comparisons of the responses were done through ANOVA and multiple comparisons were made through Post Hoc test (Tucky’s HSD) with the help of SPSS -19. The findings indicate that ‘income level’ of the consumers emerge as the vital determinant of brand preferences followed by the factors of occupation and education of the rural consumers. Hence EIO profiling of the consumers fits to be a viable alternative for better penetration into rural markets.

Keywords: Brand preference, Demographic determinants, Consumer durables, Market research, Brand management, Consumer preferences.

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Knowledge Management for Cost Effective Promotional Strategies to Gain Competitive Advantage: Evidence from FMCG Companies


Ms. Karishma Gulati1 and Dr. Neeru Mundra2

1 Delhi School of Management (DTU formerly known as DCE), Delhi

2 Banarsidas Chandiwala Institute of Professional Studies, Dwarka (affiliated with Guru Gobind Singh Indraprastha University), Delhi, New Delhi-75

 1Email: karishma.g86@gmail.com  2Email: neerum@gmail.com



Nowadays organizations have realized the importance of knowledge and knowledge management. The organizations know that machines, equipments, and building cannot count as the only assets of the organization in the current scenario, so it is imperative for them to use right knowledge and right management which acts as a core competency and they can easily win over the competitors. Knowledge Management (KM) refers to a range of practices used by organizations to identify, create, represent, and distribute knowledge for awareness, learning and reuse across the organization (Asifiwe Collins Gyavira Rubanju, 2007). Knowledge Management is closely related to Organizational Learning initiatives. This may be distinguished from organizational learning by emphasizing on the management of specific knowledge assets and development & cultivation of the channels through which knowledge flows (N. Kavitha and N. Krishna Veni, 2007).

This paper investigates the vital link between the management of knowledge in FMCG (Fast Moving Consumer Goods) organizations for their promotional tools. As consumers are now-a-days very informed and possessive for their usage, it is necessary to give the advertisement it in a proper way. In this paper the author have taken various promotional tools i.e. advertising, direct marketing, internet marketing, sales promotion, public relation, publicity and personal selling and analyzed that whether knowledge management is important for making the strategies cost effective and more effective to gain competitive advantage. The author has also analyzed that whether the knowledge management in all the promotional tools is equally important or not.

Keywords: Knowledge Management, Promotional Strategies, Cost effectiveness.


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