PRIMA: Practices and Research in Marketing https://i-scholar.in/index.php/prima <div id="i-scholarabout">The aim of PRiMa is the dissemination of insightful and original marketing knowledge. PRiMa is not pre-disposed towards either empirical work or pure theory, nor towards one particular method or approach, we feel that any approach that helps to break new ground is welcome. We are Indian however we actively encourage global contributions, from scholars across the broad domain of marketing. Journal is indexed within Ebsco Database.</div> Publishing India Group en-US PRIMA: Practices and Research in Marketing 2230-844X Analyzing the Influence of Ethical Marketing Practices on Consumer Purchase Behaviour:A Study on Consumer Durables in India https://i-scholar.in/index.php/prima/article/view/178363 Major brands and organizations across the globe are resorting to the use of societal and ethical marketing practices, to differentiate themselves from their rivals. The challenges involved in demonstrating their contributions to society are multitudinous, given that consumers consciously seek to evaluate this contribution. Advertisements are deemed as misleading or deceptive when the audience exposed to it hold false beliefs and ideas consequently. Unfair pricing mechanisms adopted by companies are also fervent issues in micro-consumerism, which is highly sensitive to consumers. Environmental consumerism is another growing trend in assessing the pro-ethical and pro-environmental purchase considerations of consumers. The current study seeks to establish the impact of Trustworthy Advertising Campaigns (TAC), Genuine Packaging and Labelling (GPL), Ecological Conscientiousness (ECN) and Enterprising Customer Care (ECC) on the purchase behaviour of consumers with reference to washing machines and televisions. To this end, a sample of 307 respondents dwelling across India has been considered. The study indicates that Trustworthy Advertising Campaigns (TAC) have a significant impact on the purchase behaviour of consumers for both washing machines and televisions. Genuine Packaging and Labelling (GPL) has a significant impact on the Purchase Behaviour of Consumers (CPB) in case of televisions but an insignificant impact on washing machine purchases. The claim that Ecological Conscientiousness (ECN) has a significant impact on the consumer purchase behaviour is only supported for washing machines but unsupported for televisions. Enterprising Customer Care (ECC) has a significant impact on the purchase behaviour of consumers for both washing machines and televisions. It has been observed that the ethical practices of organizations have a direct relationship with the evaluations and appraisals made by their consumers, which is ultimately mirrored in their modelled purchase behaviour. It is therefore imperative for companies to spend more time on ethico-moral marketing practices and create a futuristic orientation for a better marketplace. Shaunak Roy Shivaji Banerjee 2018-12-01 2018-12-01 9 Influence of Social Group Via Consumer Conformity Framework - A Conceptual Review https://i-scholar.in/index.php/prima/article/view/178365 In Current era, psychological and behavioral elements of an individual’s behavior are important for marketing professionals in order to understand consumer mindset in an effective manner. In the country like India, there is strong influence of the interpersonal relationships on the purchase behavior of the customers. In addition to the product usage, reference group influence also creates a positive or negative impact of the consumption pattern of an individual. Various marketers and companies are keen to understand the influence of societal component on the consumer behavior Therefore, it is very important to study the impact of the reference group on the consumer conformity (susceptibility to social influence or norms) which provides important insights to study the consumer behavior. The main purpose of the study is to identify the important variables that affect the consumer product usage and opinion which is influenced by the reference group. In the present study, extensive literature review was done to purpose the conceptual framework related to consumer conformity. Arun Kaushal Suvigya Awasthi 2018-12-01 2018-12-01 9 Impact of Acculturation and Ethnocentrism on Food Consumption:Evidence from Rural India https://i-scholar.in/index.php/prima/article/view/178366 Interaction between multiple cultures in a globalized market place had increased opportunities as well as challenges for organizations. Culture globally is experiencing two opposite movements: the homogenization and the heterogenization. Cultural homogenization leads to a global uniform consumer culture where as heterogenization is making the society bi-cultural. Culture impacts consumer behaviour during consumption by associating symbols to items. Some items resemblances global culture and some are identified with local culture. A confusing cultural impact on consumption is clearly visible in almost all countries due to advancement of technologies and globalization. This paper attempts to investigate the cultural impact on consumption in the era of globalization focusing on food items in the context of rural India. Study measured the role of consumer ethnocentrism and acculturation in rural consumers’ food consumption behavior along with demographic predictors of the two constructs. Study concluded with education and gender as the predictors for the constructs with varied propositions. Study also identified a negative association amongst consumer ethnocentrism and multiple dimensions of acculturation. A positive association of global food consumption and acculturation and negative with local food is also observed. For ethnocentrism, positive association with local food and negative with global is recorded. Study concluded with discussion of the significance of such phenomenon along with future scopes and possible limitations. Manish Das 2018-12-01 2018-12-01 9 Consumer Characteristics and Technology Based Self Service Banking Service Quality: Evidence from Delhi NCR Region https://i-scholar.in/index.php/prima/article/view/178367 Technology based self service banking (TBSSB) refers to automated banking services availed by the customers using an assortment of technology based banking channels like ATM banking, Mobile Banking, Internet banking and Interactive Voice Response (IVR) Phone banking without interacting with bank employees. The aim of this study to explore the characteristics of TBSSB customers and to understand the effect of their characteristics (Gender, Age, Education, Occupation, Income) on four TBSSB service quality dimensions (Convenience, Reliability &amp; Security, Responsiveness, Personalization). Data is collected from 414 TBSSB customers who are above 18 years of age and use at least one mode of automated banking services. Data is analyzed with the help of Levene’s test of homogeneity of variance, t test, one-way analysis of variance (ANOVA) to assess the significant difference. The results show the significant influence of Age on Reliability &amp; Security dimension, and Education on Personalization dimension. Post hoc analysis is also used for the detailed analysis. The research suggest bank management to give due importance to the characteristics of the automated banking customers at the time of service design and service provision to enhance customers’ perceptions of TBSSB service quality. Rajiv Sindwani 2018-12-01 2018-12-01 9