Journal of Applied Management- Jidnyasa

Litty Lucas ¹, Parna Das ¹, Vijay Pal Singh ¹, Komal Chopra ¹

Affiliations
1 Symbiosis Institute of Management Studies, Symbiosis International University, Pune, IN

Abstract

APMC stands for Agricultural Produce Market Committee. Even though it was passed in1954 with the objective to help the farmers, the APMC act had several loopholes and drawbacks. In our study, we have focussed on these drawbacks of the APMC act and how the farmers are still getting exploited despite the Act being in place. The act also got amended in the year 2003 yet most farmers continue to get exploited by the intermediaries even today.

The main objective of our research is

1) To understand the issues pertaining to the APMC act in India and its implication on all the stakeholders of the dry grocery retailing in India.

2) To suggest methods by which the modern retail can help in solving the issues existing due to APMC

In our secondary research, we have studied about the initiatives taken by some big retailers like ITC and Reliance Fresh and how those initiatives have helped the farmers as well the companies in taking a constant supply of the raw material required which is of desired quality level. The indepth study of the two models has provided us with many strategies that our new proposed model could incorporate. We have also studied about the changes that were brought in the APMC act in 2003. The amendments in the act allowed Direct Marketing and Contract Farming and also greater transparency in the whole procurement process. We have taken examples of each and shown how these amendments have helped improve the farmer's condition. However, a large number of farmers still sell to the government regulated mandis and are not given access to all the necessary information and very often exploited. Hence, we are proposing a new model that could help the farmers and eliminate the middlemen from the procurement process. However, there are limitations and problems associated with the implementation of our proposed model that needs to be addressed. However, it is taking a step towards the improvement of the whole system as a whole and this issue must be addressed as it is a critical issue as it is related to agriculture and our country is dependent on it.

Keywords

APMC, Retail, Farmers.

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Rohit Nair ¹, Somali Shasani ¹, Tanmay Joshi ¹, Komal Chopra ²

Affiliations
1 Symbiosis Institute of Management Studies, Pune, IN
2 Symbiosis Institute of Management Studies, Pune, IN

Abstract

The concept of including entertainment and experience into the retail mix has been recently catching on very fast into the market. It has been termed as "Retail-tainment". The trend has picked on in the last few years and accelerated during the economic slowdown as retailers, showroom keepers, and malls were looking for ways to attract customers into purchasing from their stores. Hence report has been prepared on the topic "Entertainment - A leverage or a distraction for the retail outlets in shopping malls". We have set objectives of examining the effect of age and gender on buying behavior in malls and to also examine how the entertainment in the malls influences the buying behavior of the customers. In order to determine the factors affecting the buying behavior and cause of it we have conducted a study between 20 to 60 age group of people, in Pune. The study was conducted on 137 people of various age groups and different professions and the questionnaire was prepared accordingly with objective questions seeking their opinion. In conclusion, we can say that entertainment in-fact aids the retail in the malls rather than being a distraction. The young people are more prone to impulse buy things then the older generation which is more or less due to the presence of the entertainment present in the malls, it was seen that higher percentage of males preferred having entertainment zones near retail as compared to females who segregated shopping from entertainment. The malls should mainly focus on having more entertainment zones near the retailers as it helps in increased footfalls which leads to a higher tendency of purchase. The younger generation is more prone to this compared to the older generation as their purchase is highly impulsive whereas in case of older generation the shopping is more planned and pre decided.

Keywords

Retail Entertainment, Impulse Buying, Buying Behaviour.

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D. M. Deshpande ¹, Komal Chopra ²

Affiliations
1 PIBM, Pune, IN
2 SIMS, Pune, IN

Abstract

No Abstract.

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Komal Chopra ¹

Affiliations
1 SIMS, IN

Abstract

The purpose of the study is to investigate the impact of "brand personality" of an organized retail format on "consumer choice" in selection of a store. Five personality dimensions: Sincerity (store moral values), Excitement (in store promotions to create excitement). Competence (competence of service personnel in the store). Sophistication (presentation of merchandize), and Ruggedness (ruggedness of products within the store) given by Aaker  (1997) have been selected to test the assumption. Secondary data was collected through research reports and research papers related to brand personality and retailing. Primary data was collected through a structured questionnaire. The stores surveyed were selected on the basis of characteristics of the retail format (one hypermarket, one specialty store and one departmental store). Three stores of different formats were selected to examine the variation in impact of brand personality on consumer choice across the three different formats. Sample size of 120 respondents (40 from each format) was taken through a structured questionnaire. The respondents were selected through simple random sampling. Simple regression analysis and ANOVA were administered to test the hypotheses. The results revealed that "brand personality" had a significant impact on the "consumer choice" of store. The research will enable the organized retailers to focus on enhancing those brand personality dimensions which consumers perceive as important for store selection. Enhancing "brand personality" will lead to enhanced market image thereby generating more consumer traffic within the stores leading to increased sales and profits.

Keywords

Brand Personality, Consumer Choice, Organized Retail, India.

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Komal Chopra ¹

Affiliations
1 SIMS, Pune, IN

Abstract

Purpose:
Consumers make decisions based on rational and emotional marketing appeals. Emotions focus on attention, remembrance, form the basis of consumer motivation and shape consumer attitudes. The organized retail market in India which constitutes only 6% of the total retail market, is using emotional appeals to help consumers make decisions inside the stores. Though emotional appeals as a marketing tool has been studied, its impact on the organized retail environment has not been explored. The paper focuses on the impact of store brand emotions on consimier choice of store in an organized retail environment in India.
Methodology/Approach:
The primary data was collected through Questionnaire method. Secondary data was collected through research reports, research journals and websites related to retail. The consumers for the study were selected on the basis of age group and gender through simple random sampling technique as the emotions vary within the two categories of consumers. A sample size of 100 respondents was expected to be covered. Simple Regression Analysis was used for data analysis. The results indicate that store brand emotions have a significant impact on consumers choice of store. The study is limited to the city of Pime.
Implications of research:
The organized retail industry and product manufacturing companies who use emotional appeals to attract consumers would be the main beneficiaries of the research. The research will enable the retailers and companies to understand the impact of emotional appeals on consumers thereby enabling them to achieve higher sales, enhance their brand image and develop strong consumer relationships.

Keywords

Organized Retail, Consumer Choice, Store Brand, Emotions.

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Pradnya Chitrao ¹, Komal Chopra ¹

Affiliations
1 SIMS, Pune, IN

Abstract

The Indian automobile industry is the tenth largest in the world with an annual production of approximately 2 million units. It has the potential of becoming the major automotive industry in the upcoming years. Industry experts are hopeful that it will touch 10 million units mark. The Indian automobile industry is involved in design, development, manufacture, marketing, and sale of motor vehicles. Maruti Udyog is one of the major Indian car manufacturing companies.

Maruti Udyog Limited (MUL) started manufacturing cars under the benign protection of the Government of India at the height of the Licence Permit Raj. With no noteworthy competition, it was little wonder that MUL went on to capture a major share of the Indian market. The significant fact is that even after liberalization came into being in 1991 and all major auto manufacturers were provided access to the Indian automobile market, MUL still continued to dominate the Indian market, and even as of date twenty years later, sells more cars in India than all other auto manufacturers put together. According to JD Power Asia Pacific, MUL was rated at the top position in customer satisfaction for the ninth consecutive year. The Annual Report of MUL shows that their current market share in the Passenger Vehicles segment is 52.2%. The Report indicates that MUL has a complete monopoly in multipurpose vehicles.

The authors contend that MUL has managed to have this dominance in the market through different initiatives related to management of products, marketing, and services. But the biggest contributor for the successful building of the Maruti brand has been the highly effective management of services offered to the customer. The authors intend to verify this hypothesis through original research that will encapsulate the response of users of MUL vehicles as also a study of the service organization created by MUL in India based on published material.

Keywords

MUL, Brand Loyalty, Services, Liberalization.

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