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October - December, 2014 Guwahati International Journal of Research in Management & Social Science ISSN 2322 - 0899 INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT & SOCIAL SCIENCE Volume 2, Issue 4 (I) Empyreal Institute of Higher Education October - December, 2014 Guwahati www.empyreal.co.in International Journal of Research in Management & Social Science Volume 2 , Issue 4 ( I ) : October - December 2014 Chief Patron Shree Zahirul Alam Ahmed Director, Empyreal Institute of Higher Education. President , Bhramaputra Welfare Organization Editor- In-Chief Dr. Tazyn Rahman Dean ( Academics ) Jaipuria Institute , Indirapuram , Ghaziabad Members of Editorial Advisory Board Dr. Alka Agarwal Mr. Nakibur Rahman Director, Former General Manager ( Project ) Mewar Institute, Vasundhara, Ghaziabad Bongaigoan Refinery, IOC Ltd, Assam Dr. D. K. Pandey Dr. Anindita Director, Associate Professor, Unique Institute of Management & Technology, Jaipuria Institute , Indirapuram, Meerut Ghaziabad Dr. Namita Dixit Dr. Pranjal Sharma Assistant Professor, Associate Professor, Department of Management Jaipuria Institute , Indirapuram , Ghaziabad Mile Stone Institute of Higher Management, Ghaziabad Dr. Neetu Singh Dr. Sarmistha Sarma HOD, Department of Biotechnology, Associate Professor, Mewar Institute , Vasundhara, Ghaziabad Institute of Innovation in Technology and Management Dr. V. Tulasi Das Mr. Sukhvinder Singh Assistant Professor, Assistant Professor, Acharya Nagarjuna University Institute of Innovation in Technology and Management Dr. Nurul Fadly Habidin Ms. Shivani Dixit Faculty of Management and Economics, Assistant Professor, Universiti Pendidikan Sultan Idris, Malaysia Institute of Management Studies, Ghaziabad Copyright @ 2014 Empyreal Institute of Higher Education, Guwahati All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission. Application for permission for other use of copyright material including permission to reproduce extracts in other published works shall be made to the publishers. Full acknowledgment of author, publishers and source must be given. The views expressed in the articles are those of the contributors and not necessarily of the Editorial Board or the Institute. Although every care has been taken to avoid errors or omissions, this publication is being published on the condition and understanding that information given in this journal is merely for reference and must not be taken as having authority of or binding in any way on the authors, editors and publishers, who do not owe any responsibility for any damage or loss to any person, for the result of any action taken on the basis of this work. All disputes are subject to Guwahati jurisdiction only. International Journal of Research in Management & Social Science Volume 2 , Issue 4 ( I ) : October - December 2014 CONTENTS Research Papers A STUDY TO MEASURE THE IMPACT OF CORPORATE VISUAL IDENTITY ON 1 - 5 PURCHASE INTENTION OF THE CONSUMER Dr. Uma Gulati AN ANALYSIS OF THE STATUS OF RECURRING EXPENDITURE OF COLLEGES OF 6 - 13 TEACHER EDUCATION IN ASSAM Amar Upadhyaya INDIAN MEDICAL TOURISM INDUSTRY - PRODUCTS AND DESTINATIONS: 14 - 18 CHALLENGES AND OPPORTUNITIES Dr. Rachna Saxena SHADOW BANKS-ROLE AND CHALLENGES OF NBFCS IN INDIAN FINANCIAL 19 - 23 SERVICE INDUSTRY Dr. Priya Narayanan MANAGING STRESS AT WORK 24 - 28 Dr. Omesh Chadha LEGISLATIVE FRAMEWORK FOR ADMINISTRATION OF PRISONS IN INDIA: A 29 - 35 Critical Appraisal Dr. Sudhansu Ranjan Mohapatra SEXUAL HARASSMENT OF WOMEN AT WORKPLACE : INDIAN SCENARIO 36 - 42 Zafreena Begum and Dr. Tazyn Rahman A COMPARATIVE STUDY OF CUSTOMER SATISFACTION IN VODAFONE AND 43 - 58 AIRTEL AS SERVICE PROVIDERS IN DELHI AND NCR REGION Gayatri Chopra AUTOMOBILE INDUSTRY IN INDIA – YESTERDAY, TODAY AND TOMORROW 59 64 K.P Najeemudeen and Dr. N. Panchanatham A STUDY ON ENHANCEMENT OF MARKET POSITION OF INSURANCE COMPANIES 65 - 69 WITH SPECIAL REFERENCE TO RURAL INDIA Dr. Dhananjay Awasarikar HELPING ATTITUDE OF THE SECONDARY SCHOOL STUDENTS 70 - 75 Junmoni Baruah and Pranjal Buragohain STATE AUTONOMY UNDER INDIAN CONSTITYUTION 76 - 81 Dr. Pradeepta Kishore Sahoo STUDY OF EDUCATIONAL EQUITY WITH REFERENCE TO DEMOGRAPHIC 82 - 84 EDUCATIONAL GAP IN INDIA Swati Pathak and Naman Sharma MANAGING PEOPLE IN TURBULENT TIMES - CURRENT PRACTICES IN HUMAN 85 - 87 CAPITAL : An Indian Perspective Dipti Raj Sharma AN ANALYTICAL STUDY ON INTERNET BANKING 88 - 93 Purushottam Arvind Petare and Dr. Mohite Pratapsing Vitthalrao AMPLIFIED GROWTH THROUGH INTEGRATION (Innovation & Strategic Management) 94 – 98 Sunil Kumar Pawar CORPORATE SOCIAL RESPONSIBILITY OF STATE ROAD TRANSPORT 99 - 102 ORGANISATIONS - A STUDY OF APSRTC V. Naveen International Journal of Research in Management & Social Science ISSN 2322 - 0899 Volume 2, Issue 4 ( I ) : October – December , 2014 A STUDY TO MEASURE THE IMPACT OF CORPORATE VISUAL IDENTITY ON PURCHASE INTENTION OF THE CONSUMER Dr. Uma Gulati Associate Professor, Gitarattan International Business School, Rohini, New Delhi ABSTRACT Purpose – Corporate visual identity (CVI) comprises all the symbols and graphical elements that express the essence of an organization. Although it is by far the most observable and concrete asset in the arsenal of tools used by the majority of organizations in their interaction with the outside world, the role of CVI is scarcely mentioned in studies on purchase intention and corporate intention. Despite the growing interest in measuring reputation and brand values, little is known about the role of CVI. This research paper aims to explore the relationship between CVI and purchase intention. Approach – This paper explores the relationship between corporate visual identity and purchase intention. In which ways and to what extent can CVI support consumer’s purchase intention? For this purpose the five dimensions of corporate visual identity were identified. The respondents from Delhi were selected using convenience sampling. Findings – The study reveals that CVI can, in principle, support purchase intention through brand color, logo, name, packaging and advertisement. Corporate visual identity has significant impact on purchase intention. Practical implications – CVI must be considered a useful tool that can be successfully applied to manage the reputation of any organization thereby increasing the purchase intention of consumer. Keywords: Corporate Visual Identity, Purchase intention,, Advertising, Corporate Image , Corporate Reputation. INTRODUCTION A corporate visual identity (CVI) consists of a name, a symbol and/or logo, typography, color, a slogan and – very often – additional graphical elements. The logo or corporate symbol has the promising effect to express organizational distinctiveness and characteristics. No doubt CVI has impact on brand image and reputation of the company; it also has great impact on purchase intention of consumers. Look and feel of the brand is very important to create brand recognition. Whether it is logo, advertisement, packaging or color, the corporate visual identity can become visual equity from which value of brand can be derived. Visual equity is the value derived from ‘visual form’, that is the ‘look and feel’ of the brand. It contributes towards brand recognition, enabling a brand to stand out on the supermarket shelf. It also helps to communicate a brand’s desired image (Keller, 1998). Consumer behavior is influenced by individual determinants like perception, learning and attitude. Therefore, it is necessary to address the need to examine how people perceive the color, design and meaning of logos to examine how these affect the identity of the organization (Henderson and Cote, 1998). LITERATURE REVIEW Corporate visual identity There are not many domes in the world as competitive as the business world. Market is full of brand, local as well as global. With so many goods and services chasing so few customers and clients, any business that wants to have persistence success needs to focus on creating visual identity. Today every marketer is running behind positioning of their brands and corporate visual identity (CVI) plays an important role in creating positioning. Marketers have realized that they have to create brand recognition. Visual stimuli play a critical role in building brands by differentiating products, cutting through clutter, creating loyalty and protecting against competition.(Henderson and Cote, 1998). Many marketers have recognized and realized that CVI has become a well accepted technique around the globe for promoting brand image. The logo or corporate symbol has the potential to express organizational characteristics (Van Riel and Van den Ban, 2001). Brand name, logo, color, packaging and advertisements all play a very important role in building brand image as well as purchase intention of consumers. The selection of the proper brand name is one of the most vital marketing decisions an organization makes because it forms the foundation of the brand’s image (Lee and Ang, 2003). It plays a momentous role in the 1 International Journal of Research in Management & Social Science ISSN 2322 - 0899 Volume 2, Issue 4 ( I ) : October – December , 2014 way an organization presents itself to both internal and external stakeholders. Firms with names, which are easy to pronounce or are better sounding, perform better than other firms in the market (Alter and Oppenheimer, 2006). CVI is essential marketing tool for success in today's global marketplace as it is proven that a company that has a consistent visual identity
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