Informatics Publishing Limited

Ranjan Kumar Gupta ¹, Debdip Khan ², Sudatta Banerjee ³, Falguni Samanta ⁴

Affiliations
1 Assistant Professor in Management, Department of Commerce and Management, West Bengal State University, Barasat, West Bengal, IN
2 Faculty, Department of Business Administration, Burdwan Raj College, Burdwan, West Bengal, IN
3 Faculty, University Institute of Technology, Burdwan, West Bengal, IN
4 Student, Department of Commerce and Management, West Bengal State University, Barasat, West Bengal, IN

Abstract

Data related to the current brands of sunscreen purchased by the customers of North 24 Paraganas districts of West Bengal in India and the possible sunscreen brands to be purchased by them in their next purchase have been collected by questionnaire method. The questionnaire served to the sample of customers had several questions related to their perceptions and ratings of different sunscreen brands, frequency of usages etc., besides their demographic characteristics. Using the data thus obtained a one-step transition probability matrix has been designed/determined. The present market shares of different brands have been estimated. Using Markovian steady state equations, the steady state probabilities of the different brands have been finally determined. These probabilities give us an idea about the predicted long run market shares of those different brands of sunscreen in the market mentioned above. Also, an effort has been made so that these brands can identify their potential competitors to whom they can lose their market shares, as well as the competitors from whom they can win back customers. Accordingly, they can decide on their strategies.

Keywords

Brand Switching, Markov Chain, Sunscreen, Market Share, Steady State.

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Debdip Khan ¹, Sudatta Banerjee ², Ranjan Kumar Gupta ³

Affiliations
1 Teacher In-Charge (Academic) of B.B.A. & B.C.A. Dept. at Burdwan Raj College, IN
2 Faculty, Burdwan Raj College (BBA & BCA Dept.), IN
3 Reviewer, Elsevier Science and Ph.D and MBA Systems & Operations Management, University of Burdwan, IN

Abstract

The progress of modern society throughout the world has become heavily dependent on social media. The last few decades have witnessed the transition of social media from fun to necessity. A present generation student's social, cultural and academic lifestyle appears to be very closely connected to social media. This paper is aimed at investigating the impact of social media and social networking sites on social, cultural and academic life of graduate/post-graduate students of the district of Burdwan, W.B., India. A sample of 103 college/university students form the said district have been considered. These students‟ responses regarding their perception of different aspects of social media have been obtained with the help of questionnaire method. The data thus obtained has been subjected to several statistical analyses comprising of discriminant analysis, F-test, descriptive statistic etc., which resulted in various interesting revelations. Finally, logical and analytical discussions have been done with those findings or revelations.

Keywords

Social Media, Socio-Cultural Effects, Students‟ addiction, Academic life, Discriminant Analysis.

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