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IJFMS Volume 1, Issue 1, May 2014 © Blue Square Publishing House IJFMS Volume 1, Issue 1, May 2014 © Blue Square Publishing House INTERNATIONAL JOURNAL FOR MARKETING STUDIES (International Peer- Reviewed Journal) ========================================================= Volume 1 Contents Issue 1 ========================================================= Editorial pp.6-9 1. A Comprehensive Study On The Marketing Factors of The Recent Bengali Films Considering Indian Movie Industry Jyotirmoy Mazumder,India pp.10-30 2. Factors Influence The Consumers To Utilise The Leisure Services . Dr. P.N.Raghunathan, India pp.31-41 3. Global Challenges Of Educational Marketing Dr. Felicia Ramona Birău, Romania pp.42-46 4. Sustainable Tourism Marketing: Proposal Of An Optimal Mix Dharna Shukla , UAE pp.47-56 5. A Study On The Online Participation Of The Customers And Their Overall Satisfaction about the Online Services Provided By the Life Insurance Corporation of India Dr. Partha Sarathi Choudhuri, India pp.57-67 6. Hospitality And Its Importance To The Tourism Industry: A Case Study On Selected Hotels In Kolkata Dr. Debaprasad Banerjee, India pp.68-89 7. Role Of Self-Help Groups In Women Empowerment: With Special Reference To Shivamogga District Durgappa; Dr. Akash S.B., India pp.90-107 International Journal for Marketing Studies (IJFMS) is bi-monthly journal. No part of this journal may be reproduced or copied in any form by any means without prior written permission. Blue Square Publishing House holds the copy right to all articles contributed to its publications. The views expressed in this journal (IJFMS) are entirely personal judgments of the authors which do not reflect the views of the publishers/ publication team. All efforts have been exerted to ensure that the published information is correct in accordance with the manuscripts sent by the authors to Blue Square Publishing House. Blue Square Publishing House / Editorial team is not responsible for any errors caused due to oversight/technical faults or otherwise. 2 IJFMS Volume 1, Issue 1, May 2014 © Blue Square Publishing House EDITORIAL ADVISORY BOARD ASHISH KHANRA, PHD, CENTRAL POWER RESEARCH INSTITUTE, INDIA DILLIP KUMAR DAS, PHD, THE UNIVERSITY OF BURDWAN, INDIA ESMAIEL SAADATFARD, PHD, NOORE TOUBA UNIVERSITY, IRAN JAYAKRISHNAN S, SCMS SCHOOL OF TECHNOLOGY AND MANAGEMENT, COCHIN, INDIA JOSE G. VARGAS-HERNANDEZ, PHD, UNIVERSITY OF GUADALAJARA, MEXICO PARTHA SARATHI CHOUDHURI, PHD, THE UNIVERSITY OF BURDWAN, INDIA RASHAD-AL-SAED, PHD, SKYLINE UNIVERSITY, UAE SOFIA DASKOU, INTERNATIONAL ADVISORY COUNCIL FOR THE MARKETING PROFESSION SOUJI GOPALAKRISHNA PILLAI, PHD, HELP UNIVERSITY, SELANGOR, MALAYSIA SOUMENDRA BISWAS, PHD, INDIAN INSTITUTE OF TOURISM AND TRAVEL MANAGEMENT, INDIA 3 IJFMS Volume 1, Issue 1, May 2014 © Blue Square Publishing House EDITORIAL REVIEW BOARD BIRAU RAMONA, PHD, RESEARCH INSPECTOR, D.G.F.P DOLJ, ROMANIA FRASER TOM TENOVA, PHD, EXECUTIVE BRAND AND COMMUNICATIONS, MINING AND MINERAL DIVISION, SOUTH AFRICA LAVANCHAWEE BRAHMOPALA SUJARITTANONTA, ASSISTANT PROFESSOR, I-SHOU UNIVERSITY, TAIWAN PRATAP DESAI PATIL, PHD, ASSOCIATE PROFESSOR, BHARATI VIDYAPEETH DEEMED UNIVERSITY, PUNE, INDIA PRITIKA SINGH BALIYAN, PHD, LECTURER, DEPARTMENT OF ACCOUNTING AND FINANCE, UNIVERSITY OF BOTSWANA, GABORONE, BOTSWANA PRIYANKA P V, PHD, DIRECTOR, BANGALORE UNIVERSITY, INDIA RAMESH FULGAONKAR, PHD, PRINCIPAL, SHRI D.D.VISPUTE COLLEGE OF SCIENCE, COMMERCE AND MANAGEMENT, NEW-PANVEL, INDIA SAURAV SEN, PHD, SUNBEAM COLLEGE FOR WOMEN, INDIA S M HUSSAIN, PHD, GROUP DIRECTOR, ITM, ALIGARH, INDIA 4 IJFMS Volume 1, Issue 1, May 2014 © Blue Square Publishing House Acknowledgement I acknowledge my indebtedness to all the members of editorial advisory board and technical reviewers of this first issue. I am also grateful to all the authors whose valued contributions have enriched this issue. I wish to thank our all officials and staffs of Blue Square Publishing House of their invaluable efforts, great support and valuable advice for this successful publication of this first issue. In particular I wish to put on record the timely guidance and co-operation received from all Board members. Managing Editor Professor D Ghosh © International Journal for Marketing Studies 5 IJFMS Volume 1, Issue 1, May 2014 © Blue Square Publishing House Editorial This journal is a compilation of various research papers based largely in India and also from Dubai and Romania. The themes and the issues are of wide representations ranging from managing customer knowledge to infrastructure requirement for tourism development and from leisure industry to educational institutions. The promises of tourism, insurance, hotel industry, entertainment industry as well as educational industry are some other topics of discussions in this journal. I sincerely think that these issues are of paramount importance and have been pretty well researched and commented in the form of research papers in this issue. At the same time the authors also seek for greater analysis and further study in all these areas of infrastructure development and building of a more vibrant, viable, sustainable and stable economy in all the growing economies of the world. Paper 1 discussed about Bollywood or Tollywood, both use marketing tools for various promotional factors in film business. Hindi movies have gone global with higher gross income, whereas South Indian films have also reached some clusters to grow business. Various genre films have been produced in top six local language films, except Hindi. Distribution has gone digital, along with increase in multiplex, but unfortunate decrease in single screens pan India. Bengali cinema gained some budget & marketing expenditure to boost its business, increasing the gross income, but far behind from even South Indian film success. Hence, various film promotion techniques are used with increase in audience research, where Word of Mouth plays as a major tool across all demographic levels. Paper 2 highlights in general about the study area and its geography-wise population. And this study reveals the importance of the study and statement of the problem. Main objectives of the study are to study the general profile of leisure services in Coimbatore District and to find the relationship between the demographic factors and utilization of leisure services in the 6 IJFMS Volume 1, Issue 1, May 2014 © Blue Square Publishing House study area. After the analysis it is found that sex, educational qualification, family income, level of awareness are positively correlated and age, marital status, occupation, family size, monthly average spending amount are negatively correlated with the level of utilization. Paper 3 concentrates about the global challenges of educational marketing. Educational marketing is perceived as an interdisciplinary extension of the traditional marketing approach. Educational marketing is exploring possibilities for satisfying consumer cultural and educational needs in order to gain competitive advantage. The demand for goods and services (non-material) in this particular area is dependent on the intensity of consumer intrinsic motivation. In recent past, educational marketing represented an issue of major interest for academics, public authorities and the business community specialized in the field of marketing. Paper 4 highlights regarding Marketing mix is seen as a tool that leads to a product offering to the target market. This is either traditionally done by various combinations of the 4 P‟s, namely Price, Product, Promotion and Place or through an extension of the Four P‟s to Seven P‟s namely People, Process and Physical Evidence. The Four C‟s namely Consumer wants and needs, Communication, Cost and Convenience have also been involved lately as a consumer oriented alternative to the Seven P‟s. The Seven P‟s have also been cross- referenced with the social, economic and environmental dimensions of sustainable tourism as a solution to arrive at various optimal mixes and alleviate sustainable tourism issues. This paper attempts at arriving at an optimal mix that looks at another set of Four C‟s of sustainable or responsible tourism namely Conservation, Community, Culture and Commerce being cross-referenced with the Four C‟s of the marketing mix. This optimal mix aims at providing sustainable options to the tourism market also aiding tourism marketers to handle important issues surrounding sustainability. Paper 5 describes that in modern age of the society, the technology savvy customers are becoming highly dependent on the information technology (IT) and they are fulfilling their various needs and requirements through internet which is actually replacing the human interactions by the interactions of human-technology. Satisfaction of the customers depends on a number of factors and based on these factors customers generally try to estimate their overall satisfaction with their service providers. As customer satisfaction has now become the ultimate goal to the different service providers so like any other companies, Life Insurance 7 IJFMS Volume 1, Issue 1, May 2014 © Blue Square Publishing House Corporation of India (LICI) is also trying to develop its IT infrastructure in order to provide better information technology enabled services to their customers than before. Paper 6 highlights about tourism plays a large role in the world economy and is an important source of wealth for many countries, particularly developing countries where tourism may be the main source of economic

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