This document discusses a study on the effectiveness of cause-related marketing (CRM) as a strategic philanthropy strategy in terms of brand popularity and sales. The study aims to understand the impact of CRM compared to other strategies like sales promotions and sponsorships. It provides background on CRM and discusses literature related to brand attitudes, purchase intention, sales promotions, and sponsorships. The literature review indicates that CRM may be more effective than other strategies at positively influencing consumer attitudes toward brands and stimulating purchase intention.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
Most brands seek the same thing—profitable growth. In order to
grow profitably, the brand has two marketing jobs. One job is to grow and protect a franchise of consumers who appreciate the brand’s relevance. The second job is to optimize the efficiency and scale of the tactics that generate revenue. This paper explains how to build, execute and measure the two strategies so that they complement each other to drive maximum long term growth.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
Slides of my session at ITM, Mumbai. Introduction to Marketing. Session 1. Includes:
What is Marketing
Marketing Defined
Core Concepts
Marketing Process
Marketing Philosophies
Towards new marketing assumptions
Functions of Marketing
The Four 4 Ps The Marketing Variables
Market Segmenting
Identify sub-markets within market
Decide which one(s) to pursue (target)
Design marketing mix(es) to be attractive to targeted segment's
Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
Behavioral - benefits, usage.
Market consists of people with both the desire and ability to buy
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
Most brands seek the same thing—profitable growth. In order to
grow profitably, the brand has two marketing jobs. One job is to grow and protect a franchise of consumers who appreciate the brand’s relevance. The second job is to optimize the efficiency and scale of the tactics that generate revenue. This paper explains how to build, execute and measure the two strategies so that they complement each other to drive maximum long term growth.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
Slides of my session at ITM, Mumbai. Introduction to Marketing. Session 1. Includes:
What is Marketing
Marketing Defined
Core Concepts
Marketing Process
Marketing Philosophies
Towards new marketing assumptions
Functions of Marketing
The Four 4 Ps The Marketing Variables
Market Segmenting
Identify sub-markets within market
Decide which one(s) to pursue (target)
Design marketing mix(es) to be attractive to targeted segment's
Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
Behavioral - benefits, usage.
Market consists of people with both the desire and ability to buy
DETERMINE THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER DEC...IAEME Publication
In today’s marketing environment, promotion involves integrated marketing communication (IMC). In a pharma sector, IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and decision making. Further to the evolution of modern marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify opportunities to increase its impact on consumer decision making. Therefore, is of interest, the relatively recent approach found in the literature, according to which IMC works specifically through all the four classic elements of the marketing mix: product, price, placement and marketing communications. The present study is focusing on Determine the influence of Integrated Marketing Communication on consumer decision with respect to pharmaceutical sector in Tamilnadu.
Marketing is an inevitable part of doing both business and non-business. This is emphasized in this presentation. A different focus of this kind is expected to add more value for the enthusiast.
MKT574 WK1 Assignment Concepts and Applications WorksheetWorksIlonaThornburg83
MKT/574 WK1 Assignment: Concepts and Applications Worksheet
Worksheet
Name:
Question
Answer
Application
Citation
What is marketing?
Marketing is a process through which an organization engages the target market to build strong relationships and, in return, get sales.
It involves the promotion and selling of products or services and will involve much research and then advertising.
The marketing department in the company implements this.
Several strategies can be applied: social media marketing, email marketing, conversational marketing, TV advertising, and direct selling.
(Blythe & Martin, 2019)
What are common misconceptions of marketing?
Marketing misconceptions are wrong thoughts that people have about how to approach marketing. The following are some examples:
1. Small businesses do not need marketing-this misconception leads many small businesses to fail.
2. The marketing plan only involves advertising-this is not true because marketing plans do not only use the traditional advertising strategies today.
3. A business does not need to market to existing customers-this is a severe misconception because keeping customers involves keeping them engaged or through.
Having marketing misconceptions costs the business because it fails to fully take advantage of marketing strategies that can help to bring in more customers and keep the loyalty of the existing customers.
An example will be a scenario where the business fails to advertise because it feels that it has enough customers.
(Pride & Ferrell, 2021)
What role do value and exchange play in marketing?
Value is the difference between what the customer perceives to be the product's benefit and the product's cost compared with other products. It plays a critical role in determining the worth of the product being provided in the market.
Exchange is what happens when people trade products or services. The role of the exchange is to provide utility which means that the product the company is selling should be less in value than the benefits.
Value and exchange result in profit for the business.
Value and exchange provide a means for a company to determine the best marketing strategies and set the correct prices. The goal is to ensure that the company can gain profits throughout the whole process.
(Wood, 2016)
What is the marketing mix? [Hint: 4Ps]
The marketing mix can be considered the tactics that any business uses to promote its product(s) or service(s) in the market.
It is centered around the 4P's: price, place and promotion of the product or service. These 4P's interact significantly with each other and, they are usually limited in different ways by both internal and external issues.
The marketing mix is necessary to help companies identify what the customers want, how the product or service they are producing meets that need, how it is perceived in the market, and the competitive advantage compared to competitors.
The marketing mix is a marketing tool that determines the specific aspects t ...
Submission Deadline: 30th September 2022
Acceptance Notification: Within Three Days’ time period
Online Publication: Within 24 Hrs. time Period
Expected Date of Dispatch of Printed Journal: 5th October 2022
MODELING AND ANALYSIS OF SURFACE ROUGHNESS AND WHITE LATER THICKNESS IN WIRE-...IAEME Publication
White layer thickness (WLT) formed and surface roughness in wire electric discharge turning (WEDT) of tungsten carbide composite has been made to model through response surface methodology (RSM). A Taguchi’s standard Design of experiments involving five input variables with three levels has been employed to establish a mathematical model between input parameters and responses. Percentage of cobalt content, spindle speed, Pulse on-time, wire feed and pulse off-time were changed during the experimental tests based on the Taguchi’s orthogonal array L27 (3^13). Analysis of variance (ANOVA) revealed that the mathematical models obtained can adequately describe performance within the parameters of the factors considered. There was a good agreement between the experimental and predicted values in this study.
A STUDY ON THE REASONS FOR TRANSGENDER TO BECOME ENTREPRENEURSIAEME Publication
The study explores the reasons for a transgender to become entrepreneurs. In this study transgender entrepreneur was taken as independent variable and reasons to become as dependent variable. Data were collected through a structured questionnaire containing a five point Likert Scale. The study examined the data of 30 transgender entrepreneurs in Salem Municipal Corporation of Tamil Nadu State, India. Simple Random sampling technique was used. Garrett Ranking Technique (Percentile Position, Mean Scores) was used as the analysis for the present study to identify the top 13 stimulus factors for establishment of trans entrepreneurial venture. Economic advancement of a nation is governed upon the upshot of a resolute entrepreneurial doings. The conception of entrepreneurship has stretched and materialized to the socially deflated uncharted sections of transgender community. Presently transgenders have smashed their stereotypes and are making recent headlines of achievements in various fields of our Indian society. The trans-community is gradually being observed in a new light and has been trying to achieve prospective growth in entrepreneurship. The findings of the research revealed that the optimistic changes are taking place to change affirmative societal outlook of the transgender for entrepreneurial ventureship. It also laid emphasis on other transgenders to renovate their traditional living. The paper also highlights that legislators, supervisory body should endorse an impartial canons and reforms in Tamil Nadu Transgender Welfare Board Association.
BROAD UNEXPOSED SKILLS OF TRANSGENDER ENTREPRENEURSIAEME Publication
Since ages gender difference is always a debatable theme whether caused by nature, evolution or environment. The birth of a transgender is dreadful not only for the child but also for their parents. The pain of living in the wrong physique and treated as second class victimized citizen is outrageous and fully harboured with vicious baseless negative scruples. For so long, social exclusion had perpetuated inequality and deprivation experiencing ingrained malign stigma and besieged victims of crime or violence across their life spans. They are pushed into the murky way of life with a source of eternal disgust, bereft sexual potency and perennial fear. Although they are highly visible but very little is known about them. The common public needs to comprehend the ravaged arrogance on these insensitive souls and assist in integrating them into the mainstream by offering equal opportunity, treat with humanity and respect their dignity. Entrepreneurship in the current age is endorsing the gender fairness movement. Unstable careers and economic inadequacy had inclined one of the gender variant people called Transgender to become entrepreneurs. These tiny budding entrepreneurs resulted in economic transition by means of employment, free from the clutches of stereotype jobs, raised standard of living and handful of financial empowerment. Besides all these inhibitions, they were able to witness a platform for skill set development that ignited them to enter into entrepreneurial domain. This paper epitomizes skill sets involved in trans-entrepreneurs of Thoothukudi Municipal Corporation of Tamil Nadu State and is a groundbreaking determination to sightsee various skills incorporated and the impact on entrepreneurship.
DETERMINANTS AFFECTING THE USER'S INTENTION TO USE MOBILE BANKING APPLICATIONSIAEME Publication
The banking and financial services industries are experiencing increased technology penetration. Among them, the banking industry has made technological advancements to better serve the general populace. The economy focused on transforming the banking sector's system into a cashless, paperless, and faceless one. The researcher wants to evaluate the user's intention for utilising a mobile banking application. The study also examines the variables affecting the user's behaviour intention when selecting specific applications for financial transactions. The researcher employed a well-structured questionnaire and a descriptive study methodology to gather the respondents' primary data utilising the snowball sampling technique. The study includes variables like performance expectations, effort expectations, social impact, enabling circumstances, and perceived risk. Each of the aforementioned variables has a major impact on how users utilise mobile banking applications. The outcome will assist the service provider in comprehending the user's history with mobile banking applications.
ANALYSE THE USER PREDILECTION ON GPAY AND PHONEPE FOR DIGITAL TRANSACTIONSIAEME Publication
Technology upgradation in banking sector took the economy to view that payment mode towards online transactions using mobile applications. This system enabled connectivity between banks, Merchant and user in a convenient mode. there are various applications used for online transactions such as Google pay, Paytm, freecharge, mobikiwi, oxygen, phonepe and so on and it also includes mobile banking applications. The study aimed at evaluating the predilection of the user in adopting digital transaction. The study is descriptive in nature. The researcher used random sample techniques to collect the data. The findings reveal that mobile applications differ with the quality of service rendered by Gpay and Phonepe. The researcher suggest the Phonepe application should focus on implementing the application should be user friendly interface and Gpay on motivating the users to feel the importance of request for money and modes of payments in the application.
VOICE BASED ATM FOR VISUALLY IMPAIRED USING ARDUINOIAEME Publication
The prototype of a voice-based ATM for visually impaired using Arduino is to help people who are blind. This uses RFID cards which contain users fingerprint encrypted on it and interacts with the users through voice commands. ATM operates when sensor detects the presence of one person in the cabin. After scanning the RFID card, it will ask to select the mode like –normal or blind. User can select the respective mode through voice input, if blind mode is selected the balance check or cash withdraw can be done through voice input. Normal mode procedure is same as the existing ATM.
IMPACT OF EMOTIONAL INTELLIGENCE ON HUMAN RESOURCE MANAGEMENT PRACTICES AMONG...IAEME Publication
There is increasing acceptability of emotional intelligence as a major factor in personality assessment and effective human resource management. Emotional intelligence as the ability to build capacity, empathize, co-operate, motivate and develop others cannot be divorced from both effective performance and human resource management systems. The human person is crucial in defining organizational leadership and fortunes in terms of challenges and opportunities and walking across both multinational and bilateral relationships. The growing complexity of the business world requires a great deal of self-confidence, integrity, communication, conflict and diversity management to keep the global enterprise within the paths of productivity and sustainability. Using the exploratory research design and 255 participants the result of this original study indicates strong positive correlation between emotional intelligence and effective human resource management. The paper offers suggestions on further studies between emotional intelligence and human capital development and recommends for conflict management as an integral part of effective human resource management.
VISUALISING AGING PARENTS & THEIR CLOSE CARERS LIFE JOURNEY IN AGING ECONOMYIAEME Publication
Our life journey, in general, is closely defined by the way we understand the meaning of why we coexist and deal with its challenges. As we develop the "inspiration economy", we could say that nearly all of the challenges we have faced are opportunities that help us to discover the rest of our journey. In this note paper, we explore how being faced with the opportunity of being a close carer for an aging parent with dementia brought intangible discoveries that changed our insight of the meaning of the rest of our life journey.
A STUDY ON THE IMPACT OF ORGANIZATIONAL CULTURE ON THE EFFECTIVENESS OF PERFO...IAEME Publication
The main objective of this study is to analyze the impact of aspects of Organizational Culture on the Effectiveness of the Performance Management System (PMS) in the Health Care Organization at Thanjavur. Organizational Culture and PMS play a crucial role in present-day organizations in achieving their objectives. PMS needs employees’ cooperation to achieve its intended objectives. Employees' cooperation depends upon the organization’s culture. The present study uses exploratory research to examine the relationship between the Organization's culture and the Effectiveness of the Performance Management System. The study uses a Structured Questionnaire to collect the primary data. For this study, Thirty-six non-clinical employees were selected from twelve randomly selected Health Care organizations at Thanjavur. Thirty-two fully completed questionnaires were received.
Living in 21st century in itself reminds all of us the necessity of police and its administration. As more and more we are entering into the modern society and culture, the more we require the services of the so called ‘Khaki Worthy’ men i.e., the police personnel. Whether we talk of Indian police or the other nation’s police, they all have the same recognition as they have in India. But as already mentioned, their services and requirements are different after the like 26th November, 2008 incidents, where they without saving their own lives has sacrificed themselves without any hitch and without caring about their respective family members and wards. In other words, they are like our heroes and mentors who can guide us from the darkness of fear, militancy, corruption and other dark sides of life and so on. Now the question arises, if Gandhi would have been alive today, what would have been his reaction/opinion to the police and its functioning? Would he have some thing different in his mind now what he had been in his mind before the partition or would he be going to start some Satyagraha in the form of some improvement in the functioning of the police administration? Really these questions or rather night mares can come to any one’s mind, when there is too much confusion is prevailing in our minds, when there is too much corruption in the society and when the polices working is also in the questioning because of one or the other case throughout the India. It is matter of great concern that we have to thing over our administration and our practical approach because the police personals are also like us, they are part and parcel of our society and among one of us, so why we all are pin pointing towards them.
A STUDY ON TALENT MANAGEMENT AND ITS IMPACT ON EMPLOYEE RETENTION IN SELECTED...IAEME Publication
The goal of this study was to see how talent management affected employee retention in the selected IT organizations in Chennai. The fundamental issue was the difficulty to attract, hire, and retain talented personnel who perform well and the gap between supply and demand of talent acquisition and retaining them within the firms. The study's main goals were to determine the impact of talent management on employee retention in IT companies in Chennai, investigate talent management strategies that IT companies could use to improve talent acquisition, performance management, career planning and formulate retention strategies that the IT firms could use. The respondents were given a structured close-ended questionnaire with the 5 Point Likert Scale as part of the study's quantitative research design. The target population consisted of 289 IT professionals. The questionnaires were distributed and collected by the researcher directly. The Statistical Package for Social Sciences (SPSS) was used to collect and analyse the questionnaire responses. Hypotheses that were formulated for the various areas of the study were tested using a variety of statistical tests. The key findings of the study suggested that talent management had an impact on employee retention. The studies also found that there is a clear link between the implementation of talent management and retention measures. Management should provide enough training and development for employees, clarify job responsibilities, provide adequate remuneration packages, and recognise employees for exceptional performance.
ATTRITION IN THE IT INDUSTRY DURING COVID-19 PANDEMIC: LINKING EMOTIONAL INTE...IAEME Publication
Globally, Millions of dollars were spent by the organizations for employing skilled Information Technology (IT) professionals. It is costly to replace unskilled employees with IT professionals possessing technical skills and competencies that aid in interconnecting the business processes. The organization’s employment tactics were forced to alter by globalization along with technological innovations as they consistently diminish to remain lean, outsource to concentrate on core competencies along with restructuring/reallocate personnel to gather efficiency. As other jobs, organizations or professions have become reasonably more appropriate in a shifting employment landscape, the above alterations trigger both involuntary as well as voluntary turnover. The employee view on jobs is also afflicted by the COVID-19 pandemic along with the employee-driven labour market. So, having effective strategies is necessary to tackle the withdrawal rate of employees. By associating Emotional Intelligence (EI) along with Talent Management (TM) in the IT industry, the rise in attrition rate was analyzed in this study. Only 303 respondents were collected out of 350 participants to whom questionnaires were distributed. From the employees of IT organizations located in Bangalore (India), the data were congregated. A simple random sampling methodology was employed to congregate data as of the respondents. Generating the hypothesis along with testing is eventuated. The effect of EI and TM along with regression analysis between TM and EI was analyzed. The outcomes indicated that employee and Organizational Performance (OP) were elevated by effective EI along with TM.
INFLUENCE OF TALENT MANAGEMENT PRACTICES ON ORGANIZATIONAL PERFORMANCE A STUD...IAEME Publication
By implementing talent management strategy, organizations would have the option to retain their skilled professionals while additionally working on their overall performance. It is the course of appropriately utilizing the ideal individuals, setting them up for future top positions, exploring and dealing with their performance, and holding them back from leaving the organization. It is employee performance that determines the success of every organization. The firm quickly obtains an upper hand over its rivals in the event that its employees having particular skills that cannot be duplicated by the competitors. Thus, firms are centred on creating successful talent management practices and processes to deal with the unique human resources. Firms are additionally endeavouring to keep their top/key staff since on the off chance that they leave; the whole store of information leaves the firm's hands. The study's objective was to determine the impact of talent management on organizational performance among the selected IT organizations in Chennai. The study recommends that talent management limitedly affects performance. On the off chance that this talent is appropriately management and implemented properly, organizations might benefit as much as possible from their maintained assets to support development and productivity, both monetarily and non-monetarily.
A STUDY OF VARIOUS TYPES OF LOANS OF SELECTED PUBLIC AND PRIVATE SECTOR BANKS...IAEME Publication
Banking regulations act of India, 1949 defines banking as “acceptance of deposits for the purpose of lending or investment from the public, repayment on demand or otherwise and withdrawable through cheques, drafts order or otherwise”, the major participants of the Indian financial system are commercial banks, the financial institution encompassing term lending institutions. Investments institutions, specialized financial institution and the state level development banks, non banking financial companies (NBFC) and other market intermediaries such has the stock brokers and money lenders are among the oldest of the certain variants of NBFC and the oldest market participants. The asset quality of banks is one of the most important indicators of their financial health. The Indian banking sector has been facing severe problems of increasing Non- Performing Assets (NPAs). The NPAs growth directly and indirectly affects the quality of assets and profitability of banks. It also shows the efficiency of banks credit risk management and the recovery effectiveness. NPA do not generate any income, whereas, the bank is required to make provisions for such as assets that why is a double edge weapon. This paper outlines the concept of quality of bank loans of different types like Housing, Agriculture and MSME loans in state Haryana of selected public and private sector banks. This study is highlighting problems associated with the role of commercial bank in financing Small and Medium Scale Enterprises (SME). The overall objective of the research was to assess the effect of the financing provisions existing for the setting up and operations of MSMEs in the country and to generate recommendations for more robust financing mechanisms for successful operation of the MSMEs, in turn understanding the impact of MSME loans on financial institutions due to NPA. There are many research conducted on the topic of Non- Performing Assets (NPA) Management, concerning particular bank, comparative study of public and private banks etc. In this paper the researcher is considering the aggregate data of selected public sector and private sector banks and attempts to compare the NPA of Housing, Agriculture and MSME loans in state Haryana of public and private sector banks. The tools used in the study are average and Anova test and variance. The findings reveal that NPA is common problem for both public and private sector banks and is associated with all types of loans either that is housing loans, agriculture loans and loans to SMES. NPAs of both public and private sector banks show the increasing trend. In 2010-11 GNPA of public and private sector were at same level it was 2% but after 2010-11 it increased in many fold and at present there is GNPA in some more than 15%. It shows the dark area of Indian banking sector.
EXPERIMENTAL STUDY OF MECHANICAL AND TRIBOLOGICAL RELATION OF NYLON/BaSO4 POL...IAEME Publication
An experiment conducted in this study found that BaSO4 changed Nylon 6's mechanical properties. By changing the weight ratios, BaSO4 was used to make Nylon 6. This Researcher looked into how hard Nylon-6/BaSO4 composites are and how well they wear. Experiments were done based on Taguchi design L9. Nylon-6/BaSO4 composites can be tested for their hardness number using a Rockwell hardness testing apparatus. On Nylon/BaSO4, the wear behavior was measured by a wear monitor, pinon-disc friction by varying reinforcement, sliding speed, and sliding distance, and the microstructure of the crack surfaces was observed by SEM. This study provides significant contributions to ultimate strength by increasing BaSO4 content up to 16% in the composites, and sliding speed contributes 72.45% to the wear rate
ROLE OF SOCIAL ENTREPRENEURSHIP IN RURAL DEVELOPMENT OF INDIA - PROBLEMS AND ...IAEME Publication
The majority of the population in India lives in villages. The village is the back bone of the country. Village or rural industries play an important role in the national economy, particularly in the rural development. Developing the rural economy is one of the key indicators towards a country’s success. Whether it be the need to look after the welfare of the farmers or invest in rural infrastructure, Governments have to ensure that rural development isn’t compromised. The economic development of our country largely depends on the progress of rural areas and the standard of living of rural masses. Village or rural industries play an important role in the national economy, particularly in the rural development. Rural entrepreneurship is based on stimulating local entrepreneurial talent and the subsequent growth of indigenous enterprises. It recognizes opportunity in the rural areas and accelerates a unique blend of resources either inside or outside of agriculture. Rural entrepreneurship brings an economic value to the rural sector by creating new methods of production, new markets, new products and generate employment opportunities thereby ensuring continuous rural development. Social Entrepreneurship has the direct and primary objective of serving the society along with the earning profits. So, social entrepreneurship is different from the economic entrepreneurship as its basic objective is not to earn profits but for providing innovative solutions to meet the society needs which are not taken care by majority of the entrepreneurs as they are in the business for profit making as a sole objective. So, the Social Entrepreneurs have the huge growth potential particularly in the developing countries like India where we have huge societal disparities in terms of the financial positions of the population. Still 22 percent of the Indian population is below the poverty line and also there is disparity among the rural & urban population in terms of families living under BPL. 25.7 percent of the rural population & 13.7 percent of the urban population is under BPL which clearly shows the disparity of the poor people in the rural and urban areas. The need to develop social entrepreneurship in agriculture is dictated by a large number of social problems. Such problems include low living standards, unemployment, and social tension. The reasons that led to the emergence of the practice of social entrepreneurship are the above factors. The research problem lays upon disclosing the importance of role of social entrepreneurship in rural development of India. The paper the tendencies of social entrepreneurship in India, to present successful examples of such business for providing recommendations how to improve situation in rural areas in terms of social entrepreneurship development. Indian government has made some steps towards development of social enterprises, social entrepreneurship, and social in- novation, but a lot remains to be improved.
OPTIMAL RECONFIGURATION OF POWER DISTRIBUTION RADIAL NETWORK USING HYBRID MET...IAEME Publication
Distribution system is a critical link between the electric power distributor and the consumers. Most of the distribution networks commonly used by the electric utility is the radial distribution network. However in this type of network, it has technical issues such as enormous power losses which affect the quality of the supply. Nowadays, the introduction of Distributed Generation (DG) units in the system help improve and support the voltage profile of the network as well as the performance of the system components through power loss mitigation. In this study network reconfiguration was done using two meta-heuristic algorithms Particle Swarm Optimization and Gravitational Search Algorithm (PSO-GSA) to enhance power quality and voltage profile in the system when simultaneously applied with the DG units. Backward/Forward Sweep Method was used in the load flow analysis and simulated using the MATLAB program. Five cases were considered in the Reconfiguration based on the contribution of DG units. The proposed method was tested using IEEE 33 bus system. Based on the results, there was a voltage profile improvement in the system from 0.9038 p.u. to 0.9594 p.u.. The integration of DG in the network also reduced power losses from 210.98 kW to 69.3963 kW. Simulated results are drawn to show the performance of each case.
APPLICATION OF FRUGAL APPROACH FOR PRODUCTIVITY IMPROVEMENT - A CASE STUDY OF...IAEME Publication
Manufacturing industries have witnessed an outburst in productivity. For productivity improvement manufacturing industries are taking various initiatives by using lean tools and techniques. However, in different manufacturing industries, frugal approach is applied in product design and services as a tool for improvement. Frugal approach contributed to prove less is more and seems indirectly contributing to improve productivity. Hence, there is need to understand status of frugal approach application in manufacturing industries. All manufacturing industries are trying hard and putting continuous efforts for competitive existence. For productivity improvements, manufacturing industries are coming up with different effective and efficient solutions in manufacturing processes and operations. To overcome current challenges, manufacturing industries have started using frugal approach in product design and services. For this study, methodology adopted with both primary and secondary sources of data. For primary source interview and observation technique is used and for secondary source review has done based on available literatures in website, printed magazines, manual etc. An attempt has made for understanding application of frugal approach with the study of manufacturing industry project. Manufacturing industry selected for this project study is Mahindra and Mahindra Ltd. This paper will help researcher to find the connections between the two concepts productivity improvement and frugal approach. This paper will help to understand significance of frugal approach for productivity improvement in manufacturing industry. This will also help to understand current scenario of frugal approach in manufacturing industry. In manufacturing industries various process are involved to deliver the final product. In the process of converting input in to output through manufacturing process productivity plays very critical role. Hence this study will help to evolve status of frugal approach in productivity improvement programme. The notion of frugal can be viewed as an approach towards productivity improvement in manufacturing industries.
A MULTIPLE – CHANNEL QUEUING MODELS ON FUZZY ENVIRONMENTIAEME Publication
In this paper, we investigated a queuing model of fuzzy environment-based a multiple channel queuing model (M/M/C) ( /FCFS) and study its performance under realistic conditions. It applies a nonagonal fuzzy number to analyse the relevant performance of a multiple channel queuing model (M/M/C) ( /FCFS). Based on the sub interval average ranking method for nonagonal fuzzy number, we convert fuzzy number to crisp one. Numerical results reveal that the efficiency of this method. Intuitively, the fuzzy environment adapts well to a multiple channel queuing models (M/M/C) ( /FCFS) are very well.
2. International Journal of Marketing and Human Resource Management (IJMHRM),
ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013)
1.0.0 OBJECTIVE
The main objective of this paper is to understand the impact of CRM on brand popularity and
sales in comparison of other marketing strategies like Sales promotions and Sponsorships”.
1.1.0 INTRODUCTION
A growing number of firms are entering into commercial partnerships with nonprofit
organizations to achieve specific business objectives. Cause-related marketing is one example of such
a partnership. Cause-related marketing is a marketing strategy whereby the firm makes a contribution,
financial or otherwise, to a nonprofit organization(s) contingent upon the customer engaging in a
revenue-providing exchange that satisfies business and individual objectives (Varadarajan and Menon
1988). It has emerged relatively recently and its origins have been attributed to a promotion
undertaken by American Express in the early 1980s (Cunningham 1997).
In an environment of increasing competition, the objective of every organization on the globe includes
two common elements, first to keep improving consumer attitude towards brand and second to keep
stimulating consumer purchase intension of that brand. In this regard a strategy known as Cause
Related Marketing (CRM) is emerging on a fast pace and attracting increasing consumer interest.
Considering the importance of this trend in our country efforts have been made not only to provide an
understanding about this concept but also to compare its effectiveness with other marketing strategies.
As CRM is an independent variable, variables which are dependent in this report are:
• Consumer attitude towards CRM strategy.
• Change in consumer attitude towards brand after CRM.
• Consumer purchase intention after CRM.
I believe that this paper will provide a considerable justification for organization to undertake the
CRM as an innovative yet effective strategy for changing customer attitude and shaping their
purchase intention towards their brands.
1.2.0 LITERATURE SURVEY
Marketing communication is one of the four ‘Ps’ of marketing mix and its role is to create
brand awareness, generate favorable brand attitudes and stimulate purchase intention (Belch and
Belch 1998; Rossiter and Percy 1998). These objectives are pursued using a range of communications
strategies including advertising, sales promotion, direct marketing, public relations, sponsorship and
personal selling.
Sales promotion is an important form of marketing communications. Price promotion,
coupons, feature advertising and end-of-aisle displays have been identified as the most commonly
used consumer promotions (Chandon, Wansink and Laurant 2000; Lemon and Nowlis 2002).
Promotional tools in general are designed to stimulate short-term sales but frequent promotions can
alter the customer’s reference price and negatively impact on brand equity (Mela, Gupta and Lehmann
1997).
Sponsorship’s importance as a form of marketing communications is also not negligible. It
has increased in comparison to traditional advertising (Erdogan and Kitchen 1998; Harvey 2001). The
popularity of sponsorship has also been attributed to its ability to avoid the clutter; as it attempts to
enhance consumers’ perceptions of the brand by creating a link between the brand and a sponsored
event or organization that is valued by the consumer. However, the ultimate objective is to influence
consumer preference and purchase.
Despite the availability of several marketing tools, marketing communication is changing the
communication practices and has provided the bases for the development of new forms of
communication and marketing strategies, such as cause-related marketing.
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1.2.1 Brand Attitude
Attitudes are not innate; they are learned and plays a critical role in influencing behavior
therefore can be created or changed through marketing communications strategies. Attitudes act
as a key link in the causal chain between attribute perceptions on the one hand and intentions and
behaviors on the other. Thus marketers who understand that causal sequence, and who use it in
decision making, can have a powerful ally in their battle for superiority in the marketplace (Lutz
1991)
To generate a positive attitude toward the brand, the consumer must believe that the brand has the
attributes and benefits that will satisfy his or her wants or needs (Keller 1993). These attributes or
benefits can be product-related or non-product related, but must be important to the consumer to
have an impact. Attitudes toward a brand can also be altered by ‘…pointing out their
relationships to particular social groups, events or causes’ (Rossiter and Percy 1998). In this
context, marketing communications must be designed to create these favorable attitudes,
reinforce existing favorable attitudes and/or change negative attitudes.
1.2.2 Purchase Intension
In terms of measuring the impact of marketing communications, it has been found that,
although the attitudes of customers are important, they are less relevant than what the consumer
actually does in the marketplace’ (Schultz 1998, p.410). The ability to influence purchase
intention is therefore a critical objective for marketing communication. In this context, In addition
to the existence of a favorable brand attitude, a number of other factors such as habit, corporate
credibility, endorsement of a product by an association and/or sport sponsorship can have a
positive effect on purchase intention (Daneshvary and Schwer 2000). Similarly, high involvement
with the sponsored activity will impact on a consumer’s preference for a sponsor’s product due to
the level of goodwill generated (Meenaghan 2001).
The origin of the phrase ‘cause-related marketing’ has been attributed to American Express in
relation to a marketing campaign undertaken in 1983 (Cunningham 1997). With the objectives of
increasing new cardholders as well as usage of the card, American Express developed a
marketing strategy that linked those objectives with a commitment to contribute funds for the
restoration of the Statue of Liberty. AMEX achieved a 28 percent increase in card usage as well
as a substantial increase in new cardholders.
According to Varadarajan and Menon (1988): Cause-related marketing is the process of
formulating and implementing marketing activities that are characterized by an offer from the
firm to contribute a specified amount to a designated cause when customers engage in revenue-
providing exchanges that satisfy organizational and individual objectives.
Cause-related marketing has also been referred to as ‘strategic philanthropy’ and a way for
business to ‘…do well while doing well. It is also suggested that the strategic use of philanthropy
is an important component in building long-term competitiveness (Simon 1995).
Sponsorship has been described as ‘…the underwriting of a special event to support corporate
objectives by enhancing corporate image, increasing awareness of brands, or directly stimulating
sales of products and services’ (Javalgi et al. 1994, p.48). In the case of sponsorship, the
contribution to the nonprofit organization precedes the generation of sales revenue and is made in
anticipation of an outcome. In contrast, with a cause-related marketing strategy, the contribution
is a direct consequence of revenue generation. Therefore, cause-related marketing and
sponsorship are perceived as different strategies (Cornwell and Maignan 1998).
Sales promotion has been defined as ‘…short term incentives to encourage purchase or sales of a
product or service’ (Kotler et al. 2001). Incentives used in sales promotions generally relate to
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discounts, cash-back offers, additional product for the same cost or free gifts; that is, a tangible
utilitarian benefit for the consumer. Cause-related marketing, conversely, does not necessarily offer a
personal benefit to the consumer, but instead provides a benefit to a third party via the cause or
charity. Sales promotion however can be used in conjunction with cause-related marketing.
To summarize, the literature suggests that cause-related marketing can create positive implication as
this strategy actively engages the customer. This engagement is an advantage over other marketing
activities such as sponsorship and sales promotions as these activities are generally short-term in
nature and can be useful for encouraging product trail, rewarding existing customer or increase usage.
2.0.0 RESEARCH QUESTION
In the context of literature survey and the objective of report as well as taking into
consideration, the specific research question comes out as follows.
1. Dose CRM as a strategy effect on consumer’s response in terms of attitude to the strategy,
change consumer attitude towards brand and stimulate purchase intensions?
2. Do sales promotions and sponsorships generate more positive consumer response than CRM?
3.0.0 METHODOLOGY
In this paper efforts have been made to investigate the effectiveness of cause-related
marketing, in terms of consumer attitude to the strategy, brand attitude and purchase intention. It also
explores consumer response to cause-related marketing as compared to sponsorship and sales
promotion. The findings I believe shall provide knowledge and assistance to marketing managers in
the development of more effective cause-related marketing strategies.
The convenience sample based on 275 respondents has been drawn from both undergraduate and
postgraduate Teachers of RK University representing all disciplines. It was believed that these
respondents would provide more rational opinion as they know and understand more deeply the
subject matter as compare to common men.
• Data was collected using self-administered survey in which questionnaire was the key
instrument. Survey was administered during the third week of January 2013 i.e. between 17th,
18th, and 19th as before these dates respondents were not easily available because of
University exams.
• The data was then analyzed using statistical techniques given in MS Excel which includes
analysis of variance (ANOVA). Z-TEST, T-TEST and measure of Central Tendencies and
Dispersion.
4.0.0 HYPOTHESIS
Keeping in mind the objective along with the research question, number of hypothesis have
been developed which are as follows:
H1. A Consumer will have more positive attitude towards CRM as an image enhancing marketing
strategy, than they will towards Sales promotions and Sponsorships.
H2. A Consumer opinion will be significantly different in terms of their change of attitude
towards brands which undertake CRM as compare to Sales promotions and Sponsorships.
H3. A Consumer purchase intention will not be more positive as a result of exposure to CRM
strategy than the exposure to Sales promotions and Sponsorships.
H4. A Respondents’ opinion will not be significantly different in terms of all determinants
(Overall) taken to measure the impact of cause related marketing as compare to sales
promotion & promotion towards brand popularity and sales.
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5.0.0 SURVEY FINDINGS
The major survey findings were analyzed below in order to have a better understanding and
comprehension of respondents’ opinion towards the impact of CRM viz-a-viz Sales promotion and
Sponsorship.
5.1.0 Measures of Central tendencies & dispersions
The measure of central tendencies and measure of dispersion for the dimensions related to the
impact of cause related marketing on brand popularity and sales are presented below:
Table 1
Positive Attitude towards SP Positive Attitude Change Attitude
& Sponsorship towards (CRM) From + To -
Mean 2.00 2.55 2.54
Standard
Error 0.04 0.05 0.06
Median 2.01 2.52 2.54
Mode 1.00 1.00 2.00
Standard
Dev. 0.64 0.84 0.94
Sample Var. 0.41 0.71 0.88
Kurtosis -1.28 -1.12 -0.57
Skewness -0.08 -0.06 0.23
Range 2.00 3.00 4.00
Minimum 1.00 1.00 1.00
Maximum 3.00 4.00 5.00
Sum 549.95 701.33 697.55
Count 275.00 275.00 275.00
Consumers Buy Products if
Change Attitude linked with SP & Consumers Buy Products
From - To + Sponsorship if linked with CRM
Mean 3.02 1.99 2.88
Standard Error 0.07 0.04 0.07
Median 3.00 1.95 2.88
Mode 4.00 1.00 1.00
Standard Dev. 1.15 0.63 1.16
Sample Var. 1.32 0.39 1.36
Kurtosis -1.11 -1.29 -1.17
Skewness -0.03 0.02 0.05
Range 4.00 2.00 4.00
Minimum 1.00 1.00 1.00
Maximum 5.00 3.00 5.00
Sum 830.20 547.35 793.25
Count 275.00 275.00 275.00
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The above analysis shows that the respondents opinion towards impact of cause
related marketing on brand popularity & sales as compare to sales promotion and sponsorship
for all the surveyed determinants was as high as 3.02 for “CRM change attitude from
negative to positive” and as low as 1.99 for “Consumers will buy products if linked with sales
promotion & sponsorship”.
The standard deviation of respondents’ opinions towards impact of cause related
marketing on brand popularity and sales as compare to sales promotion and sponsorship was
highest for dimension ---consumers will buy products if linked with CRM ‘1.16’ ---- and
least for dimension consumers will buy products if linked with sales promotion &
sponsorship ‘0.63’. Dimension CRM change attitude from negative to positive is second in
terms of high standard deviation ‘1.15’. These high standard deviations indicates that there is
a high polarization of the respondent’s on the dimension “consumer will buy products if
linked with CRM”, and CRM CHANGE ATTITUDE FROM negative to positive whereas
least on the “CONSUMERS will buy products if linked with sales promotion & sponsorship’.
The skewness of dimension for “consumers will buy products if linked with sales promotion
& sponsorship”, “ Consumers will buy products if linked with CRM” , change in attitude
from negative to positive through sales promotion & sponsorship was found positive , which
were 0.02, 0.05, and 0.23 respectively . It indicates that the normal distribution curve is
positively skewed and that the majority of the respondents’ opinions were above than the
mean.
The skewness was found negative for negative to positive change in attitude through
CRM, positive attitude towards sales promotion & sponsorship and for positive attitude
towards CRM respectively -0.03, -0.08 and -0.06. This indicates that the normal distribution
curve is negatively skewed and that the majority of the respondents’ opinions were lower
than the mean.
6.0.0 HYPOTHESIS TESTING
Based on literature survey different hypotheses were developed and tested which are
presented as follows:
6.1.0 Hypothesis One
H1O: Consumer will not have more positive attitude towards CRM as an image
enhancing marketing strategy, than they will towards Sales promotions and Sponsorships.
H1A: Consumer will have more positive attitude towards CRM as an image enhancing
marketing strategy, than they will towards Sales promotions and Sponsorships.
Statically Representation:
H1 o: µ1 ≠ µ2
H1 A: µ1 = µ2
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Table 2
Z-test: Two Sample for Means
Positive Attitude towards SP & Positive Attitude towards
Sponsorship (CRM)
Mean 2.00 2.55
Known Variance 0.41 0.71
Observations 275.00 275.00
Hypothesized Mean
Diff. 0.00
Z -8.63
P(Z<=z) one-tail 0.00
z Critical one-tail 1.64
P(Z<=z) two-tail 0.00
z Critical two-tail 1.96
Decision
The hypotheses related with consumers will not have more positive attitude towards CRM
as an image enhancing marketing strategy, than they will towards Sales promotions and
Sponsorships was rejected. At 95% confidence level the z-calculated value of -8.63 is
higher than the Z-critical value of 1.96, which apparently falls under critical zone.
6.2.0 Hypothesis Two
H2O: Consumer opinion will not be significantly different in terms of their change of
attitude towards brands which undertake CRM as compare to Sales promotions and
Sponsorships.
H2A: Consumer opinion will be significantly different in terms of their change of attitude
towards brands which undertake CRM as compare to Sales promotions and Sponsorships.
Statically Representation:
H2 o: µ1 ≠ µ2
H2 A: µ1 = µ2
Table 3
Z-test: Two Sample for Means
Use of CRM can change Use of SP & Sponsorship can Change
Attitude From + To - Attitude From - To +
Mean 2.55 2.54
Known Variance 0.88 1.32
Observations 275.00 275.00
Hypothesized
Mean Diff. 0.00
Z 0.15
P(Z<=z) one-tail 0.44
z Critical one-tail 1.64
P(Z<=z) two-tail 0.88
z Critical two-tail 1.96
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Decision
The hypotheses related to respondent’s opinions of no significant difference on the two
dimensions that is “use of CRM can change of attitude towards brands from positive to negative
as compare to Sales promotions and Sponsorships was accepted. At 95% confidence level, the z-
critical value of 1.96 is higher than the calculated Z value of 0.15.
6.3.0 Hypothesis Three
H3O: Consumer purchase intention will be more positive as a result of exposure to CRM
strategy than the exposure to Sales promotions and Sponsorships.
H3A: Consumer purchase intention will not be more positive as a result of exposure to CRM
strategy than the exposure to Sales promotions and Sponsorships.
Statically Representation:
H3 o: µ1 ≠ µ2
H3 A: µ1 = µ2
Table 4
F-test Two-Sample for Variances
Consumers prefer buying Consumers prefer buying products if
products linked with SP linked with CRM
Mean 1.99 2.88
Variance 0.39 1.36
Observations 275.00 275.00
df 274.00 274.00
F 0.29
P(F<=f) one-tail 0.00
F Critical one-tail 0.82
Decision
The hypotheses related to respondents opinions of significant difference for determinant
“customer prefer buying products linked with CRM products linked with sales promotions &
sponsorship was accepted; At 95% confidence level, and 274 degrees of freedom; the F-critical
value was 0.82 and the F-calculated value was 0.29 that fall under non-critical region and shows
that there is high significance.
6.4.0 Hypothesis Four
H4O: There is no significant difference in respondents’ opinion in terms of measuring the
impact of CRM viz-a-viz Sales promotion & sponsorship towards all determinants (overall).
H4A: There is significant difference in respondents’ opinion in terms of measuring the impact
of CRM viz-a-viz Sales promotion & sponsorship towards all determinants (overall).
Statically Representation:
H4 o: µ1 ≠ µ2 ≠ µ3 ≠ µ4
H4 A: µ1 = µ2 = µ3 = µ4
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Table 5
Anova: Single Factor
SUMMARY
Groups Count Sum Average Variance
Positive Attitude towards SP
& Sponsorship 275.00 547.73 2.00 0.41
Positive Attitude towards
(CRM) 275.00 697.40 2.55 0.70
Change Attitude From + To - 275.00 695.55 2.54 0.88
Change Attitude From - To + 275.00 826.86 3.02 1.32
Buy Products if linked with SP
& Sponsorship 275.00 545.35 1.99 0.40
Buy Products if linked with
CRM 275.00 791.44 2.89 1.36
ANOVA
P-
Source of Variation SS df MS F value F crit
Between Groups 255.69 6.00 51.14 60.54 0.00 2.22
Within Groups 1383.68 1638.00 0.84
Total 1639.36 1643.00
Decision:
The hypothesis related to no significant difference in respondents’ opinion over the all six
determinants was rejected. At 95% confidence level and (6, 1638) degree of freedom, the F-
critical value is 1.79 and the F-calculated values is 60.54 which apparently falls under the
critical zone.
7.0.0 CONCLUSION
Cause-related marketing activities, although emerged relatively recent, are useful for
actively involving the customer with the brand. In an environment of increasing competition,
product parity and demanding consumers, it has been suggested that cause-related marketing
is a unique win-win-win strategy. That is to say, this marketing strategy benefits the
community, generates goodwill and revenue for the company and creates positive feelings for
the consumer as a result of their purchase decision. Furthermore, cause-related marketing is
an attractive proposition to nonprofit organizations facing decreased government funding and
increased competition for contributions from individual donors.
Based on the literature survey a questionnaire was developed that was administered to
a sample size of 275. The major findings are discussed below:
Respondents opinion towards impact of cause related marketing on brand popularity
& sales as compare to sales promotion and sponsorship for all the surveyed determinants was
as high as 3.02 for “CRM change attitude from negative to positive” and as low as 1.99 for
“Consumers will buy products if linked with sales promotion & sponsorship”.
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10. International Journal of Marketing and Human Resource Management (IJMHRM),
ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013)
The standard deviation of respondents’ opinions towards impact of cause related marketing
on brand popularity and sales as compare to sales promotion and sponsorship negative to
positive is second in terms of high standard deviation ‘1.15’.
These high standard deviations indicates that there is a high polarization of the
respondent’s on the dimension “consumer will buy products if linked with CRM”, and CRM
CHANGE ATTITUDE FROM negative to positive whereas least on the “CONSUMERS will
buy products if linked with sales promotion & sponsorship’.
The skewness of dimension for “consumers will buy products if linked with sales
promotion & sponsorship”, “ Consumers will buy products if linked with CRM” , change in
attitude from negative to positive through sales promotion & sponsorship was found positive ,
which were 0.02, 0.05, and 0.23 respectively . It indicates that the normal distribution curve
is positively skewed and that the majority of the respondents’ opinions were above than the
mean.
The skewness was found negative for negative to positive change in attitude through
CRM, positive attitude towards sales promotion & sponsorship and for positive attitude
towards CRM respectively -0.03, -0.08 and -0.06. This indicates that the normal distribution
curve is negatively skewed and that the majority of the respondents’ opinions were lower
than the mean.
The standard deviation of respondents’ opinions towards impact of cause related
marketing on brand popularity and sales as compare to sales promotion and sponsorship was
highest for dimension ---consumers will buy products if linked with CRM ‘1.16’ ---- and
least for dimension consumers will buy products if linked with sales promotion &
sponsorship ‘0.63’. Dimension CRM change attitude from negative to positive is second in
terms of high standard deviation ‘1.15’. These high standard deviations indicates that there is
a high polarization of the respondent’s on the dimension “consumer will buy products if
linked with CRM”, and CRM CHANGE ATTITUDE FROM negative to positive whereas
least on the “CONSUMERS will buy products if linked with sales promotion & sponsorship’.
Based on literature survey four hypotheses were developed and tested; the summarized
results are presented below:
a) The hypotheses related with consumers will not have more positive attitude towards CRM as an
image enhancing marketing strategy, than they will towards Sales promotions and Sponsorships was
rejected. At 95% confidence level the z-calculated value of -8.63 is higher than the Z-critical
value of 1.96, which apparently falls under critical zone.
b) The hypotheses related to respondent’s opinions of no significant difference on the two
dimensions that is “use of CRM can change of attitude towards brands from positive to negative
as compare to Sales promotions and Sponsorships” was accepted. At 95% confidence level, the z-
critical value of 1.96 is higher than the calculated Z value of 0.15. This shows that there is no/low
significant difference.
c) The hypotheses related to respondents opinions of significant difference for determinant
“customer prefer buying products linked with CRM products linked with sales promotions &
sponsorship was accepted; At 95% confidence level, and 274 degrees of freedom; the F-critical
value was 0.82 and the F-calculated value was 0.29 that fall under non-critical region and shows
that there is high significance.
d) The hypothesis related to no significant difference in respondents’ opinion over the all six
determinants was rejected. At 95% confidence level and (6, 1638) degree of freedom, the F-
critical value is 1.79 and the F-calculated values is 60.54 which apparently falls under the critical
zone.
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Appendix1
QUESTIONNAIRE
(Demographical Data)
Q-1. Age
O 18 - 25 O 26 - 30 O 31 – Above
Q-2. Qualification
O Undergraduate O Graduate O Postgraduate O Other
Q-3. Gender
O Male O Female
Q-4. Area of Profession
O Marketing O Finance O Computer Science O Engineering
QUESTIONNAIRE
(Subject Data)
[Encircle the numbers where 5 is strongly agree and 1 is strongly disagree]
Q-5. Your attitude will be more positive if an organization use cause related marketing
strategy for their brand popularity and sales development? 5 4 3 2 1
Q-6. Your attitude will be more positive if an organization use sales promotion and
sponsorship for their brand popularity and sales development? 5 4 3 2 1
Q-7. Use of CRM for brand popularity and sales development can change your attitude
from negative to positive: 5 4 3 2 1
Q-8. Use of sales promotion and sponsorship for brand popularity and sales development
can change your attitude from negative to positive:5 4 3 2 1
Q-9. You would like to buy brands which are linked with the cause related marketing
campaign and generating funds for some specific cause: 5 4 3 2 1
Q-10. You would like to buy brands which are linked with sales promotion and
sponsorship: 5 4 3 2 1
Q-11. Overall you like organization expediting CRM strategy: 5 4 3 2 1
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