Informatics Publishing Limited

R. Venkatesakumar ¹, G. Vidyashankar ², Sathish A. S. ³, B. Rajeswari ⁴, S. Madhavan ⁵

Affiliations
1 Professor in the Department of Management Studies, Pondicherry University, IN
2 Chief Executive Officer, Only Success Leadership Academy Private Limited, Ashok Nagar, Chennai, IN
3 Associate Professor, VIT Business School, Vellore Institute of Technology, Vellore, IN
4 Assistant Professor, Department of Management Studies, Pondicherry University, IN
5 Professor, Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli, IN

Abstract

Researchers and marketers investigate the consumer review data available from social media, blogs and product websites. The research is helpful to identify the market segments and add insights on online consumer behavioural characteristics. In this research, we compare consumer sentiments across the private label, national and MNC brands. To compute the level of consumer sentiment, we collect online consumer reviews from a product review website using text mining and assign a sentiment score for each review. The scores are compared for the private label brands (PLBs) vis-à-vis national and MNC brands. In addition, to broaden the understanding of PLBs, we compare online consumer reviews for regular as well as organic brands. The results show that PLBs have higher sentiment scores than national and MNC brands. In the comparison of regular and organic products, the sentiment scores are significantly higher for PLBs than national and MNC brands. Except for the organic beverages, the sentiment scores are better for the PLBs. The findings establish that PLBs' performance is better in the product categories studied. The results suggest that PLBs can be considered as a position defence strategy for retail chains and super/hypermarkets to tackle competition.

Keywords

Sentiment Analysis, Organic Products, Private Label Brands, eWOM, Text Analytics.

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Ahsan Sadiq ¹, B. Rajeswari ¹

Affiliations
1 Department of Management Studies, Pondicherry University, Puducherry, IN

Abstract

Purpose: Prominence on organic foods is growing day by day as the awareness for health and environment is snowballing. Organic foods are more common in western countries but it is still in nascent stage in India. This paper attempts to find significant relationship of the predictors (knowledge about organic food, health concern and environmental concerns) on intentions to buy organic food. Structured questionnaire was administered to get responses using mall intercept survey method. A total of 204 responses came. Out of three independent variables under study namely knowledge, health concerns and environmental concerns, only two were found to affect the intention. The value of regression coefficients for environmental concern was lowest (b = 0.075, p>0.05) which means it is not having an impact on intentions directly. Health concern was found to have highest impact on intention b= .614, p<.05). The study is confined to Pondicherry area only but provides important information about intentions towards organic food. The study would be helpful for mall owners, Retail outlets, super markets and restaurants in identifying the significant predictors of intention to buy organic food of consumers. This paper revisits the applicability of predictors of intention to buy organic food in the proposed model in Indian context.

Keywords

Organic Foods, Consumption Pattem, Health Concerns.

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R. Kasilingam ¹, B. Rajeswari ²

Affiliations
1 Department of Management Studies, Pondicherry University, Pondicherry-605 014, IN
2 Department of Management Studies, Pondicherry University, Pondicherry, Pondicherry-605 014, IN

Abstract

The globalization has brought in several challenges for industries in general and particularly more challenges to industries which depends upon human resource like the hospitality industry such as hotel, airline and tourism industries. As job opportunities are changing, hospitality industry has to tailor its HR strategies in align with global changes. The study on employer branding will help organization to know the factors that increase the brand value of the employer. The study is conducted among the internal and prospective employees of one selected hotel industry in Chennai. Most of the employees have opted to work in this company due to career development opportunities. The length of service has significant relationship with company's growth, company's concern towards welfare of employees, overall satisfaction. The overall job satisfaction is related to like team work, culture, interpersonal relationship and rewards. Happy employees tend to be committed towards the organization and will also refer the organization as career opportunity. The ultimate aim of employer brand should be to make company the most opted place to work, by the internal employees as well as the prospective employees.

Keywords

Employer Branding, Preference of Prospective Employees, Segmentation of Employees.

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R. Kasilingam ¹, B. Rajeswari ²

Affiliations
1 Department of Management Studies, Pondicherry University, Pondicherry-605 014, IN
2 Department of Management Studies, Pondicherry University, Kalapet, Pondicherry-605 014, IN

Abstract

This study is undertaken to understand whether brand exercise is possible in rice. The study is mainly focused on the price preference and switching behaviour of rice purchasers because the brand exercise is possible only when there is no perfect competition and price differentiation possible. The study is conducted among 150 rice Mandi owners in Chennai. The study results show that the preference for particular variety of rice is due to quality and switching also takes place only due to quality and the consumers are preferred to buy in 20-25 kg bags rather than loose quantities. This indicates that the branding is possible in rice also.

Keywords

Perception of Rice Mandi Owners, Price Preference, Branding of Rice Varieties.

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