IMPACT : International Journal of Research in Business Management

Number 5, 2013

1-10
Conceptual Framework for Exploration of Brand Equity Perception from Bottom of the Pyramid (BOP) Market Perspective

Authors: Shehely Parvin

Abstract

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Number of views: 437

This paper aims to develop a conceptual framework to explore consumers’ perception of brand equity while considering the dynamic constraints of BOP market based on the prospect and motivation theory. Basically, the study proposes to extend the extant conceptual framework of brand equity combining some constructs from cognitive and signalling perspective of brand equity as well as incorporating three new constructs in the model: Distribution intensity, channel partner relationship and brand relationship. Moreover, understanding brand equity perception from consumer’s perspectives is not a new enquiry in the consumer behaviour literature. On the other side, only a few researches have been done in this aspect from the Bottom of the pyramid market perspective. Therefore, this paper is based on conceptual background and reviews relevant prior literature underpinnings brand equity concept and proposes some propositions that is required to be empirically tested before generalisations can be made.

11-16
A Systematic Approach to Evaluation of Brand Extension Strategy from Consumer Perspective

Authors: R. Priyadharsini & K. Shyamasundar

Abstract

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Number of views: 450

Brand Management is a process of planning, implementing and monitoring brand strategies that enhances the successful marketing of products or services. The evaluation of brand extension strategy can be done under two broad categories Evaluation of Existing Brand Extensions and Evaluation of Prospective Brand Extensions. The paper deals with the dependent and independent variables that could be used by the researcher in a brand extension research especially the consumer evaluation. The measures suggested in the paper gives a clear picture of concepts and content of brand extension evaluation.

17-22
Perception of Consumers towards “Amma Unavagum” with Special Reference to Vellore City, Tamil Nadu, India

Authors: A. Ashok Kumar & D. Krishnan

Abstract

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Number of views: 460

The main objective of the study is to know the perception of the consumers towards “Amma unavagam” the budget canteens run at Vellore City by the Govt. of Tamilnadu, which is an innovative scheme introduced by the Honorable Chief minister of Tamilnadu Miss.J.Jayalalitha. This study consists of a sample size of 200 consumers in Vellore city. The researcher collected the required data through structured non disguised questionnaire method and followed the Convenience sampling technique which comes under the Non - Probability sampling method.

23-30
Status Seeking Consumers with Reference to Four Wheeler Owners in Coimbatore City

Authors: D. Arthi & K. Malar Mathi

Abstract

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Number of views: 470

Customer playing the three distinct roles of user, payer and buyer differ in their intention towards buying a product, some purchase for need, while some purchase for the want of status, status seeking consumers are those who give much importance to the non functional attributes of the product such as beauty, attractiveness, brand, social comparison, prestige etc than the functional attributes. Car a common means of transport is bought by people not only for the transportation purpose, it is also bought for comfort, convenience, fun, prestige/status. Analysis of car consumer behavior gains its own importance for manufacturers by knowing the actual preference, attitude of the consumers and trying to satisfy them and make the best profit out of it. The motive of this research is to analyze one of the most important consumer behaviors with regards to car that is the Status seeking consumer behavior. Analysis is done with the intention to learn the opinions, beliefs of status seeking behavior and also the perceived benefits of the behavior by the respondents with regards to car. The respondents are the salaried people of both the government and private sector in Coimbatore who owns car and they are chosen by the simple random sampling technique with a sample size of 172.One way ANOVA, Correlation and Z test were performed for the data analysis. The findings tell that there is a significant difference between different age groups and gender with regards to opinion, belief and perceived benefits about status consumption and there is no significant difference between different income groups with regards to opinions, beliefs and perceived benefits and also the respondents wish to have an unique kind of car rather than an imitated one. Respondents doesn’t think car as a motivating factor while they believe that owning a car is a sign of independence and power.