ICAM-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521

Browse

Now showing 1 - 20 of 113

A STAKEHOLDER PERSPECTIVE OF MARKETING AT THE BOTTOM OF THE PYRAMID (BOP) MARKET IN SRI LANKA.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Jayawickramarathna, W.; Rahman, K.; Mulye, R.
The nature of the BOP market in Sri Lanka is largely unexplored although there is considerable discussion on the impoverished consumer spanning over a decade of research in this area. BOP is a meso-level notion that provides opportunity for businesses to make profits at the same time helping poor alleviate poverty. While BOP provides a pathway for businesses, there is recognition that this proposition requires multiple players including government and non-government organizations to implement an effective business model. This study examines how a collaborative approach can be helpful for marketing at the BOP level which provides potential success for all stakeholders. Using a multiple case study approach, we analyse how the establishment of an alliance among the stakeholders drives the accomplishment of marketing objectives at the BOP market. The results reveal that the marketing mix for the BOP needs be developed by knowing the consumer attentively. The role of the government becomes transcendent specially in standardizing micro finance industry to support BOP initiatives and to avoid poverty penalty over consumers. This study provides many implications for marketing practitioners to develop strategies for BOP market in Sri Lanka and emphasize the importance of association with stakeholders.
DIMENSIONALITY OF SERVQUAL: A CASE STUDY IN SRI LANKAN VETERINARY HOSPITAL
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Weerasiri, R.A.S.; Dassanayake, P.S.
Sri Lanka is a gifted country with precious natural resources and strong cultural heritage which nurtured mainly by Buddhist philosophy. However, globalization by technology, liberalization of economy associated with economic growth and rapid urbanization made greater demand for veterinary healthcare which leads to high competition among veterinary healthcare providers. The most important competitive edge associates with delighting customers by offering an unimaginable service quality. Furthermore, there’s a vacuumed space in literature regarding measuring service quality and relationship between service quality and customer satisfaction in Sri Lankan veterinary healthcare. Therefore, purpose of this study was threefold. They were to examine dimensionality of SERVQUAL, confirm service quality model and determine relationship between service quality dimensions and customer satisfaction. This study carried out at Out Patient Department (OPD), of Sri Lankan Veterinary Hospital. The sampling technique was systematic random sampling and selected sample size was two hundred respondents. Data collection done by administering questionnaire just after experiencing service delivery. Data analysis done by Exploratory Factor Analysis, reliability test, tests for convergent and discriminant validity, unidimensionality, followed by Confirmatory Factor Analysis. From the results of earlier tests, researchers were able to confirm model with goodness- of-fit with only four dimensions. Namely, empathy, assurance, reliability and assurance. According to confirmed model, researchers were able to formulate hypotheses and further analysis by multiple regression analysis revealed all four hypotheses were acceptable. Finally, researchers conclude, empathy, reliability, assurance and tangible dimensions of SERVQUAL has positive impact on customer satisfaction in Sri Lankan Veterinary Hospital. The most important dimension for customer satisfaction was empathy and followed by assurance.
STUDY OF CONSUMER ATTITUDES TOWARDS GREEN COSMETIC PRODUCTS AND ITS IMPACT ON CONSUMER PURCHASE INTENTION.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, P.M.P.; Hennayake, H.M.G.Y.J.
Consumers have translated their environmental concerns into actively demanding and purchasing green products. The cosmetics industry could not be excluded from this driving trend towards green products. As a result of the growing number of green consumers, marketers are targeting the green market segment. Most of the companies in the personal care products sector are changing into organic ingredients to win these environmentally conscious consumers. However, a limited research attention has been given on this product category within Sri Lanka. Therefore, the purpose of this study is to investigate the attitudes of customers towards green cosmetics and its impact of consumer purchase intention. The data was analyzed using descriptive analysis, Pearson correlation analysis ®ression analysis. A deductive approach was employed to construct the conceptual framework and accordingly hypotheses were formed. Survey method was followed for the data enumeration using a self-administrated questionnaire. The results revealed that majority of the respondents consider health consciousness, self -image & green product attributes as most influential factors for the purchase intention. Further majority of consumers have positive attitudes towards green cosmetics products. This would be a favorable sign for the green cosmetic producers and suppliers in Sri Lanka.
IS CONSUMER SOCIAL RESPONSIBILITY AN OUTPUT OF RELIGIOSITY.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Kennedy, F.B.; Victor, L.D.
Corporate Social Responsibility is researched academically. But the question arises that what is the responsibility of consumer in business. This question paved a way to research on consumer social responsibility (CnSR). Religiosity is researched in business. Therefore, the objective of this research is to study whether religiosity influences on CnSR. Religiosity is measured through intrinsic religiosity and extrinsic religiosity and CnSR is measured through using six constructs: responsibility for critical appraisal, responsibility for action, responsibility for social impacts, responsibility for environmental impacts, responsibility for solidarity and responsibility for supporting. The academic community of Eastern University, Sri Lanka was taken to administer the questionnaire. The findings suggest that religiosity has strong impact on the CnSR. Intrinsic Religiosity plays vital role in influencing responsibility for environmental impact and solidarity. This pioneering venture is undertaken to ascertain the contribution of religiosity to inculcate consumer ethics in consumer. Further research to emphasize the impact of consumer social responsibility should be done in different group of consumers to ascertain the generalization of the construct.
IMPACT OF SUPPLY CHAIN MANAGEMENT ON THE COMPETITIVE ADVANTAGE OF TEXTILE INDUSTRY.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dhanabhakyam, M.
Practicing the effective supply chain management has become an essential perquisite for securing the competitive advantage in the industry. This research conceptualizes the four dimensions of supply chain management such as supply chain concern, supply chain practices, supply chain competency and supply chain flexibility through Exploratory Factor Analysis and also confirms the measures of competitive advantages of textile industry such as price, quality, dependability, innovation, customer relationship management, information sharing and performance through Confirmatory Factor Analysis. Thus the study mainly tests the impact of supply chain management on the competitive advantages of textile industry with the help of Structural Equation Modelling. Data for the research were collected from the 639 supply chain managers of textile companies registered under Tirupur Exporters Association, Tamilnadu in India by using the structured questionnaire. The result indicated that the enhanced supply chain management lead to better competitive advantage of the industry and have a positive direct impact on the supply chain performance of the textile industry.
THE MODERATING EFFECT OF FIRM SIZE ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL ORIENTATION AND MARKET ORIENTATION: EVIDENCES FROM SRI LANKA.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Tennakoon, W.D.N.S.M.
The entrepreneurial orientation and marketing orientation can be viewed as two interrelated strategic responses those address the environmental uncertainty. These two are found to be highly related, yet carrying both a combined effect and a specific bearing on organizational performances. Nevertheless the size of the business appeared to be governing this relationship. Thus, the focus of this study is to test the moderating effect of the firm size on the association between entrepreneurial orientation and market orientation. A quantitative study was conducted with the participation of 128 conveniently selected business entities. The unit of analysis is a firm where the data was collected from the/a founder or a top management representative from each firm. The survey instrument was adopted from existing literature after ensuring the reliability of the scale. The results of Ttest and partial correlation analysis indicate a strong positive relationship between entrepreneurial orientation and market orientation provided that the firm size is high. The strength of the relationship appeared to be lessened for smaller firm sizes. The theoretical implication claims the necessity of accounting the firm size when assessing the relationship between entrepreneurial orientation and market orientation while practical implication suggests small firms to pay much attention to employ remedial strategies to strengthen the above relationship.
BUILDING BRAND AWARENESS: THE ROLE OF CELEBRITY ENDORSEMENT IN ADVERTISEMENTS.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Rahman, R.
Advertisers believe celebrity endorsement is an effective marketing tool for building brand recall and recognition most importantly, brandawareness. The article aims at identifying how celebrity endorsement in advertisement creates brand awareness. A qualitative in-depth interview is conducted among 30 respondents (15 from London, UK and 15 from Chittagong, Bangladesh) aged 18- 35 years or more on 4 selected TV advertisements (2 advertisements from UK, 2 advertisements from Bangladesh) to judge consumers’ responses towards celebrity endorsement in advertisement and how it stimulates brand awareness. Thematic analysis has been used for analysing data. Findings indicate though respondents can recall the advertisement which uses attractive, trustworthy, high profile celebrity, it will not be an effective marketing tool in the mature and saturated market like UK. The in-depth interview shown celebrity endorsement within the advertisement is a highly influential emotional driver in Bangladesh whereas UK respondents are indifferent to celebrity endorsement. To increase brand awareness, advertisers in Bangladesh should engage high-profile celebrity with positive image, credibility, trustworthiness who matches appropriately with the brand endorsed. Contrarily, advertisers in UK should combine information with other emotional appeal and drivers in advertisement to provide unique selling proposition and enhance brand awareness. It is expected that this cross-country research will solve existing literature gap and provide a comparative review on consumers’ responses towards celebrity endorsement used in advertising to stimulate brand awareness in developed and developing country perspective
HOW SOCIAL MEDIA MARKETING HELPS TO RETAIN BRAND EQUITY DURING PRODUCT CRISIS
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Amin, H.; Javaid, K.; Zafar, F.
The main objective of this study is to explore how social media marketing help brands when brands facings crises. Brand equity is a priceless asset of companies. We formulate that Social media is one of the powerful tools for creating brand equity of business. A research shows that mostly owners of different businesses say that use of social media do miracles for their businesses. Social media consists of online web interactive tools such as Facebook, YouTube, Google plus, Twitter, Snap chat, Blogs, whats app, imo Etc. Through these tools companies interact with their customers to maintain positive relations with them and to become more close to customers. To support our research we use case study of Maggi brand in India. In order to accomplish the objective of the study we use Brand Asset Valuator model. The findings of our research shows that social media has positive effect on brand equity during crisis. We also find that where the social media services are not available there are less chances of brand improvement and it has negative effects on brand loyalty and brand equity.
ROLE OF RETAILERS ON CONSUMER PRODUCT SALES – A CASE STUDY OF A GIANT PAKISTANI RETAILER IMTIAZ SUPERSTORE AND TANG PAKISTAN
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Akhtar, B.; Furquan, M.; Hafeez, A.
Pakistan is a large consumer product market which accounts for more than 40% of consumer business and worths $ 152 million showing an annual growth rate of 8% . The retail scenario in Pakistan has changed from Kiryana stores (GT) to Superstores (LMT/IMT). Kiryana donot promise all products at one place and superstores offer one window solution. Moreover, LMTs in Pakistan, offer better price deals as compared to IMTS and therefore have more customer traffic. Due to the change in this retail scene, the giant retailers especially LMTs have gained greater importance in Pakistan. Maintaining good relations with these LMTs therefore have become very critical for FMCG firms. Tang, one of the flagship brands of Mondelez Pakistan, in summer 2013, had lost 40% market share of powdered beverage, when one of the giant LMT, Imtiaz Superstore entered into an arm’s length relation with Tang Pakistan. The bone of contention between the two was the refusal of Tang Pakistan to co-advertise with Imtiaz superstore. Tang Pakistan had to pay a high price for these bitter relations when it revived the relationship with this giant superstore by paying unusually high shelf rent. Also it had to face immense competition not only from local powdered beverage brands but also with Tang international. This case uncovers how LMTs are operating in Pakistan and the way they are dictated by these retailers for high sales and profit.
THE CONCEPT OF CORPORATE RESULTANT INNOVATIVENESS ASSESSMENT BASED ON FUZZY LOGIC.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Nawrocki, T.L.
Generally in the literature innovativeness is widely recognized as one of the main drivers of organization’s development and its value creation. Nowadays it is very trendy to be perceived as innovative, but at the same time many companies abuses this image. That is why on importance is gaining the need for objective evaluation of corporate innovativeness, which would enable ordering of companies in terms of their actual, and not pretended, innovativeness, as well as managing innovative image of each company. Thus, the paper presents a proposal for corporate resultant innovativeness assessment model, which is a next step in Author’s research on corporate innovativeness. In the proposed concept two aspects have been considered: quantitative and qualitative results of company’s innovation activity (i) and impact of this results on financial performance of company and its efficiency (ii). Due to the fact, that access to information on innovative activities results of companies is highly diversified, proposed model was developed in two versions: based on public sources of information (I) and based on information which should be collected through survey research (II). It was also assumed, that as the calculation engine, capable to obtain a synthetic final assessment, a fuzzy logic will be used. The main reason for developing this model was to fulfil the gap in the scope of synthetic/aggregate measure of corporate innovativeness in terms of company’s results in this area and their impact on its performance.
IMPACT OF CELEBRITY WORSHIP MOTIVES ON CUSTOMER BRAND RELATIONSHIP (CBR) BEHAVIOR TOWARDS SERVICE SECTOR ENDORSED BRANDS.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hossain, M.D.A.; Wasantha, H.L.N.; Dissanayake, D.M.R.
The practice of using celebrities has been a vital strategy across the world whereas different product scopes have been examined within empirical studies related to Celebrity Worship Motives (CWM). Meanwhile, the cost and the risk engaged with celebrity endorsement are also a critical factor as it needs to evaluate the impact towards endorsed brand. As it finds in Sri Lanka and India, Bangladesh is also a significant context for celebrity endowment practices. Bangladesh idolizes their cricketers and cinema starts for celebrity endorsement practices, but empirical gaps are noticed to examine their effectiveness for the brand related behaviors. Accorodgly, this paper focuses examining the perception of customer on celebrity endorsement with reference to Customer Brand Relationship behavior (CBR) in the services sector endorsed brands. It has used a structured questionnaire as the main research instrument to collect the primary data followed by survey method. Probability sampling method was occupied to select 160 respondents for the survey and both descriptive and inferential statistics were used to analyze the data. Hypotheses were tested by using correlational analysis. The relationship between entertainment motives and CBR towards the endorsed brand was found to be significant in the findings. Researchers concluded the paper by explaining how different antecedents of CWM relate with CBR whilst suggesting propositions for the future studies.
REGIONAL BRANDS AS A TOOL OF MARKETING COMMUNICATIONS
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sona, C.S.
The aim of the article is to define theoretical approaches to competitiveness on macro level and micro level and specify the possibilities of increasing of competitiveness of small companies through regional products labels. The article defines theoretical approaches to term as region, regional product´s label and defines the using of regional labels on products and services in practice in the Slovak Republic. The regional brands are for some producers just one tool used for advertising and promoting their products on national level. The regional brands are used in tourism promotion and promotion of services. The projects of promoting the regional brands could be financed from EU funds under Program LEADER. The research has been provided by questionnaire for consumers in the Slovak republic. The knowledge of Slovak consumers about regional brands are not so high as the producers wished. The results of survey could be used for advertising campaign of the Association of the Regional Brands in Slovakia.
IMPACT OF CUSTOMER SATISFACTION AND CUSTOMER LOYALTY ON CUSTOMER DEMAND OF PRIVATE HOSPITALS: SPECIAL REFERENCE TO THE JAFFNA DISTRICT.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Randeni, R.K.D.; Ratnam. E.; Sivanenthira, S.
Demand generation is the art and science of creating, nurturing, and managing purchase interest in your products and services through campaign management, lead management, marketing analysis, and data management. The idea of demand generation is to get most possible long term surveys from customer demand. Medical clinic would be able to decide which demand is high and which demand would be focused on in order to long term surveys. Nowadays the services of Private Hospital are important in the world. There are many Private Hospital provide services to the people. The Private Hospital are providing variety of services to the people. The Private Hospital use different strategies to attract the customers The Private Hospital Industry is a major service sector in the world economy. The industry encompasses an extensive variety of service industries that include 24 hours service, Ambulance Service, Free service. Private Hospital Industry suffers from fluctuations within an economy every year. In this study, based on the correlation and regression results, Hypotheses H1, H2and H3 were accepted. Cronbach’s alpha reliability analysis was conducted on the independent variables in order to determine the reliability of the instrument used. Afsar (2009) has suggested 0.60 as the acceptable level for reliability measure. Alpha values ranged from 0.689 to 0.756, thus indicating an acceptable level of reliability. This finding has confirmed a significant positive relationship among customer satisfaction, customer loyalty and demand of private hospitals in Jaffna district.
ROLE OF RETAILERS ON CONSUMER PRODUCT SALES – A CASE STUDY OF A GIANT PAKISTANI RETAILER IMTIAZ SUPERSTORE AND TANG PAKISTAN.(2017)
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Akhtar, B.; Furquan, M.; Hafeez, A.
Pakistan is a large consumer product market which accounts for more than 40% of consumer business (Baloch, 2011) and worths $ 152 million showing an annual growth rate of 8% (Haq, 2016). The retail scenario in Pakistan has changed from Kiryana stores (GT) to Superstores (LMT/IMT). It happened because Kiryana do not promise all products at one place and superstores offer one window solution (Jaliawala & Rehman, 2014). Primary data gathered by interviewing customers and observation of the mystery shoppers revealed that LMTs in Pakistan, offer better price deals for FMCGs as compared to IMTS and therefore have more customer traffic. Interviews conducted by the giant retailers in Pakistan uncovered the fact that due to the change in this retail scene, the giant retailers especially LMTs have gained greater importance in Pakistan. Maintaining good relations with these LMTs therefore have become very critical for FMCG firms. In an interview conducted by the Trade Marketing Manager of Tang, one of the flagship brands of Mondelez Pakistan, to get the first hand information about the producer retailer relationship, unveiled that in summer 2013, had lost 40% market share of powdered beverage, when one of the giant LMT, Imtiaz Superstore entered into an arm’s length relation with Tang Pakistan. The bone of contention between the two was the refusal of Tang Pakistan to co-advertise with Imtiaz superstore. Tang Pakistan had to pay a high price for these bitter relations when it revived the relationship with this giant superstore by paying unusually high shelf rent. Also it had to face immense competition not only from local powdered beverage brands but also with Tang international. For this case study, qualitative research was carried out making use of interviews with giant retailers and producers to uncover how LMTs are operating in Pakistan and the way FMCG firms are dictated by these retailers for high sales and profit.
DIGITAL MARKETING AND NEW COMMUNICATIONS CHANNELS
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Arnous, H.
One of the major changes that occurred in traditional marketing was the “emergence of digital marketing” (PatrutiuBaltes, Loredana, 2015), this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing (PatrutiuBaltes, Loredana, 2015). As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing. Digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly incorporated into marketing plans, and as people use digital devices instead of going to physical shops. This paper deals with the new non- linear marketing approach, and building brand awareness by digital marketing. also the research deals with the number of ways brands can use digital marketing to benefit their marketing efforts. The research focus as well on the latest development and strategies and in effective forms of digital marketing
HOW SHOPPING INVOLVEMENT GETS IMPACTED BY STORE FORMAT?
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Uniyal, D.P.; Sinha, P.K.
Store formats exist in three forms of convenience, variety and experience. Shopping involvement tends to change across these formats. This current study (a) establishes the role of store formats on shopping involvement, (b) understands the change in the nature of involvement as the shopper moves to an experience store from a variety or a convenience store format, and (c) measures shopping involvement as different from purchase involvement or purchase-decision involvement. A 3 X 3 factorial design was created using the three formats and three levels of extent of information search representing different buying decisions. Participant observations at different formats were carried out, which was followed by in-depth interviews. A new scale to measure Shopping Involvement was developed as different from purchase and purchase – decision involvement. The study showed that the expressive aspect of involvement became more prominent in experience store, while the functional involvement did not increase to the same extent.
SUSTAINABILITY MARKETING: INSIGHTS FROM DAOIST WISDOM IN CHINESE EVERYDAY PRACTICES.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Yang, L.; FitzPatrick, M.; Costley, C.
This paper urges marketing academics committed to a sustainable future to look outside of the modern industrial ideologies that characterize western societies. Marketing has addressed sustainability issues for more than four decades. However, mainstream sustainability theory in marketing is rooted in industrial ideologies founded on the Enlightenment philosophy. This philosophy promotes a dichotomous worldview that effectively separates people from Nature. Thus, industrial civilization is inherently unsustainable because it promotes an instrumental view of Nature based on the anthropocentricity embedded in the industrial worldview. This paper suggests that accumulated indigenous wisdom of a pre-industrial civilization provides rich insights for industrialized societies to address the compelling sustainability issues the world faces today. Focused on the influence of Daoist philosophy and principles in the everyday lives of ordinary Chinese people, we used the research method of Memory Work to study human-Nature interactions as lived by 26 Chinese participants. Data show that pre-industrial Daoism has a significant effect on the participants’ living habits. As a philosophy centered on human’s relationship to the natural world, Daoism encourages these Chinese participants to connect closely with Nature in their daily routines, through sustainable practices that respond actively and respectfully to their natural environment. We believe such insights from the Daoist guidelines for daily living can make a meaningful contribution to re-visioning ‘sustainability’ in western post-industrial civilization. In particular, these insights provide sound support for the development of new alternative business models such as sustainability marketing.
THE ROLE OF ONLINE CUSTOMER REVIEWS IN CONSUMER BUYING PROCESS
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Yarimoglu, E.K.; Ozelturkay, E.Y.
Online customer review contains positive or negative suggestions related to seller, and its products and services. It is one of the important e-word of mouth marketing activities. Nowadays, particularly young consumers have been interested in searching information online and reading comments online about the products and services that they plan to buy. In this study, the role of online customer reviews in buying process of young college-aged consumers was examined. The aim of the study was to identify whether positive or negative online customer reviews have any impacts on buying decision. A qualitative study was formed, and two focus group studies were conducted with seven participants in two different cities of Turkey, which take part in different regions and also have different subcultural characteristics. Focus group construct was formed by three parts as demographic questions, the questions related to online customer reviews, and the ranking questions about online customer reviews. Data was transcribed from the recorders and analyzed by two researchers separately. Findings were interpreted and shown in tables in order to give a clear explanation. As a result of the study, it was obtained that young college-aged consumers have been affected by online customer reviews of previous customers. There were some limitations in the study. The limitations and future research suggestions were shown lastly.
TRANSFORMATIONS OF MARKETING IN THE PERIOD FOR THE FOURTH INDUSTRIAL REVOLUTION
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kratochvíl, O.; Hashesh, I.
We are now living at the onset of the Digital Economy, the Fourth Industrial Revolution, and the Internet of Things, which involve the full application of science and research into the development, production and change in the profile of the population of our civilization. In the following decade, an entirely new industry will be developed and many existing industries will have to go through extensive innovation. With the advent of robots and the Internet of Things there will be generated tremendous amounts of data, whose marketing use will require different technologies more than ever before. Marketing Mix thus must act upon all the five senses of the consumer. Firms will need to respond to events even before these events come about, and to prepare for the great demographic changes – the moving of people into cities, the migration of populations between civilizations, and the aging of our civilization. And it is exactly these phenomena prognosticate and predict the future of marketing. The fate of companies is now in the hands of the market, and hence in this situation it makes sense to try to define the vision of marketing for the third decade of this century, by unifying the philosophy of, and the strategic marketing goals for this period. Let us not hesitate to start now to act together in this endeavor.
CHANNEL MANAGEMENT AND DISTRIBUTION IN PRINT MEDIA WITH REFERENCE TO NEWSPAPER INDUSTRY IN TAMILNADU, INDIA.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) VIyswarya, P.; Rajaram, S.; Inayath Ahamed, S.B.; Kundhavai, S.; Sriram, V.P.
Channel management is a term used to describe how companies gain control of multi-step, complex distribution channels to maximize revenues and reduce costs. Channel-management activities have historically been a challenge for the manufacturer. The purpose of this paper to assesses the impact of channels of distribution and channel management in print media whilst taking cognizance of the mediating effect of supply chain management. The study was undertaken in India with the sample of 450 respondents who are in Newspaper industry, Tamilnadu, India. Data has been collected through questionnaire which was evaluated using AMOS (Analysis of Moment Structure) to validate the conceptual framework. The findings reveal that channels of distribution and channel management have significant impact on the processes of newspaper production and distribution. Hence, the model structure adopted in this study fits well and confirms that attention should be given regarding the need for global coordination of products, production and distribution. This paper’s contribution is not as much in offering a schema as it is in suggesting an analytical plan/process that helps in visualizing structures and associated strategies de novo.