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Bose, Arunabhas
- Measuring the Efficiency of Marketing Efforts in the Indian Pharmaceutical Industry Using Data Envelopment Analysis
Abstract Views :284 |
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Authors
Mihir Dash
1,
Arunabhas Bose
2,
Samik Shome
3,
Shamim Mondal
3,
Dennis J. Rajakumar
3,
Ramanna Shetty
3,
Madhumita G. Majumdar
4,
Debashis Sengupta
4
Affiliations
1 Management Science, School of Business, Alliance University, Bengaluru, Karnataka, IN
2 Marketing, School of Business, Alliance University, Bengaluru, Karnataka, IN
3 Economics, School of Business, Alliance University, Bengaluru, Karnataka, IN
4 Business Analytics, School of Business, Alliance University, Bengaluru, Karnataka, IN
1 Management Science, School of Business, Alliance University, Bengaluru, Karnataka, IN
2 Marketing, School of Business, Alliance University, Bengaluru, Karnataka, IN
3 Economics, School of Business, Alliance University, Bengaluru, Karnataka, IN
4 Business Analytics, School of Business, Alliance University, Bengaluru, Karnataka, IN
Source
International Journal of Business Analytics and Intelligence, Vol 3, No 1 (2015), Pagination: 1-6Abstract
Pharmaceutical companies have been spending huge amount of money on marketing and promotions, sales distribution, and travelling done by the sales representatives. However, they find it difficult to directly link the returns with these efforts. This study makes an attempt to examine whether the marketing efforts have significant influence on the sales performance in the industry. It uses the DEA model (Data Envelopment Analysis) to assess the efficiency of marketing efforts by pharmaceutical companies, and uses random effects maximum likelihood panel regression to assess the significance of the impact of marketing efforts.Keywords
Pharmaceutical Industry, Marketing Efforts, Sales Performance, DEA Model, Random Effects Maximum Likelihood Panel Regression.
References
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- Ittner, C., Larcker, D., & Meyer, M. (2003). Subjectivity and the weighting of performance measures: evidence from a balanced scorecard. The Accounting Review, 78(3), 725-58.
- Jakovcic, K. (2009). Pharmaceutical sales force effectiveness strategies: evaluating evolving sales models & advanced technology for a customer centric approach. Business Insights Report.
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- Palo, J. D., & Murphy, J. (2010). Pharma 2020: Marketing the future. Which path will you take? Price Water house Coopers Report.
- Rust, R.T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of Marketing, 68, 76-89.
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- Impulse Purchase and Impulse Non-Purchase in Book & Stationery Retail Outlets in Shopping Malls
Abstract Views :179 |
PDF Views:0
Authors
Affiliations
1 Alliance School of Business, Alliance University, Karnataka, IN
2 Acharya Bangalore Business School, Andrahalli Main Road, Bengaluru, Karnataka, IN
1 Alliance School of Business, Alliance University, Karnataka, IN
2 Acharya Bangalore Business School, Andrahalli Main Road, Bengaluru, Karnataka, IN
Source
International Journal of Marketing and Business Communication, Vol 7, No 1 (2018), Pagination: 32-37Abstract
Reading habits are changing fast. According to Majid and Tan (2007), reading was the third most preferred leisure activity among children after hobbies and playing on computer and/or the Internet. Reading habits of researchers have also changed; researchers now tend to scan the literature in a process more akin to ‘channel surfing’ than reading. This change in behaviour has also led to a change in the way a customer approaches books in physical stores. Increase in quantity and complexity of information available has transformed the decision making process of buying reading material. Environment factors like neatness, design, ambiance, staffs’ assistance, and other factors have started influencing the book purchase.
This paper examines the factors affecting impulse purchase and impulse non-purchase by shoppers in book and stationery retail outlets in shopping malls, as well as demographic patterns of the same. The variables included were the respondent demographics, along with store-related variables relating to the respondents’ perceptions of importance of visual appeal, ambience, price, discounts/promotions, service, shop floor assistance, variety, quality, in-store navigation, and operational execution in their purchase decisions in book and stationery retail stores in malls. It’s a descriptive study.
The result of this research shows that impulse non-purchase behavior is affected by shopper demographics than by store-related variables. On the other hand, impulse purchase was affected by both shopper demographics and store-related variables.
Keywords
Impulse Purchase, Impulse Non-Purchase, Book and Stationery Retails.References
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- Clover, V. T. (1950). Relative importance of impulse-buying in retail stores. Journal of Marketing, 15(1), 66-70. Consumer Buying Habits Studies, E. I. du Pont De Nemours and Company, 1945, 1949, 1954, 1959, 1965.
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- Hussain, R., & Ali, M. (2015). Effect of store atmosphere on consumer purchase intention. MPRA Paper, University Library of Munich, Germany.
- Chang, H. J., Yan, R.-N., & Eckman, M. (2014).
- Moderating effects of situational characteristics on impulse buying. International Journal of Retail & Distribution Management, 42(4), 298-314.
- Kaur, A. (2013). Effect of visual merchandising on buying behaviour of customers in Chandigarh. International Journal of Engineering Science and Innovative Technology, 2(3), 247-251.
- Majid, S., & Tan, V. (2007). Understanding the reading habits of children in Singapore. Journal of Educational Media and Library Sciences, 45(2), 187-198.
- Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14, 189-199.
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- Khorrami, M. S., Esfidani, M. R., & Delavari, S. (2015). The effect of situational factors on impulse buying and compulsive buying: Clothing. International Journal of Management, Accounting & Economics, 2(8), 823-837.
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- http://www.ibef.org/industry/education-sector-india.aspx accessed on 17th January 2017.
- A Study of Technical Employability of Engineering Graduates in India
Abstract Views :224 |
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Authors
Mihir Dash
1,
Arunabhas Bose
1
Affiliations
1 Alliance University, Karnataka, IN
1 Alliance University, Karnataka, IN