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Kindler the Journal of Army Institute of Management Kolkata (Formerly National Institute of Management Calcutta) KINDLER THE JOURNAL OF ARMY INSTITUTE OF MANAGEMENT KOLKATA (FORMERLY NATIONAL INSTITUTE OF MANAGEMENT CALCUTTA) VOLUME XVIII ❏ NUMBER 1&2 ❏ ISSN 0973-486 ❏ JANUARY-DECEMBER 2018 Page No. A Case study on Brand Preference of Cement with respect to Urban Vs. Metropolitan City In West Bengal 7–17 — Amit Kumar Das A Study on Effectiveness of Training Programme in Service Sector : 18–28 A Conceptual framework of Oil and Gas Industry, West Bengal — Saroda Chatterjee Analyzing the Customer’s Attitude towards Online Cab Booking Services in Kolkata 29–39 — Dr. Namrata Maheshwari Case Study on CSR practices in top three Indian Nationalized Banks 40–56 — Priyanka Saha Change and Conflict Management 57–64 — Munmun Goswami Entrepreneurship – Its Monitoring Evolvement and Success 65–72 — Dwijadas Bandyopadhyay ICT Adoption: An Agenda for Research 73–88 — Dr. Ashish Gupta Impact of factors associated with eHealthcare behavior 89–96 — Priti Thakur, Dr. Archana Sharma The Impacts of Word of Mouth Communication On Management Students’ 97–108 Attitudes toward the Welfare of Natural Environment : A CSR Perspective — Sohini Datta Discussion Paper on rising NPAs in Indian Scheduled Commercial Banks : Causes & Consequences 109–118 — Sunil B. Kapadia Perception of Passengers towards Service Quality of Air Lines: A Case Study of Air India 119–136 — Dr. Jai Prakash Yadav Analysis of Sustainable Development Goals in the context of Human Development Approach 137–156 — Arundhati Bhattacharya Signifiers of Sensitization in the Context of Workforce Diversity - An Observation 157–165 — Swati Basu Values and Ethics in Industry 166–169 — Ashesava Mazumdar Role of personality in shaping attitude towards Clean India Mission: A Case Study of Kolkata (India) 170–188 — Dr. Abhijit Pandit and Dr. Rita Karmakar Motivational Factors affecting teachers’ Performances in Private Engineering Colleges- 189–198 A Case Study of Two Engineering Colleges in Howrah — Monita Mitra Page No. Impact of Demonetization on Foreign Capital Flow: An Empirical Study 199–204 — Dipanjan Basu Sukanta Kundu GST Simplified : Taxes shouldn’t be taxing 205–218 — Prof. Surajit Malakar, Dr. Ravi Chatterjee, Prof. Abhishek Bhattacharjee To study the factors impacting Social Entrepreneurship: an Indian Perspective 219–227 — Dr. Moumita Poddar Challenges and Opportunities of Rural Marketing : A Study of Bankura District, West Bengal 228–249 — Saroda Chatterjee Impact of Pre Hire Orientation (PHO) on the Quality of Campus Placement: A study on 250–258 BPS/BPO Industry’s Service Quality Perspectives — Amitabha Gupta, Dr.Arup Kumar Baksi Microfinance and Rural Credit Access to the Poor : Exploring the Possibilities and Challenges 259–280 — Uzma Khan, Zeba Farheen, Sreemoyee Guha Roy The Role of Social Media in Employer & Employee Branding – A Descriptive Study of Micro, 281–290 Small & Medium (MSME) IT Organizations in India — Partha Das Biswas, Dr. Sandeep Ray Chaudhuri An Analysis of the Twin Pillars of the Banking in India : Financial Literacy and Financial Inclusion 291–302 — Tarun Agarwal Selection Preferences of Two-Wheeler-Scooter Purchasers in West Bengal 303–315 — Dr. Debasish Biswas, Dr. Arunangshu Giri An Empirical Analysis and Inter Sectoral Comparison of Non-Performing Assets In India 316–337 — Dr. Soheli Ghose, Suyash Luhariwala Disclosures in BR Report of Listed Indian Companies 338–361 — Alok Kumar Does a corporate governance aspect matter for Business Responsibility Reporting readability? 362–376 — Twinkle Prusty, Alok Kumar Editor’s Note In the fall of 1995, French-born Pierre Omidyar attempted to auction a broken laser pointer at The AuctionWeb, which was a part of a larger personal site. Surprisingly, the “offending” item sold at $14.83. Pierre Omidyar contacted the buyer to warn him that the laser pointer is broken. The buyer replied that he was a collector of broken laser pointers! The humble AuctionWeb grew in traffic and metamorphosized into eBay which is now is a multibillion-dollar business with operations in more than 30 countries. EBay is also a publicly visible market and researchers use it to study consumer behaviour and auction formats. A data driven company, its big data management processes excess of 50 petabytes of data per day, underlying yet again, the importance of research in the development of an organization and its habitat. (https://en.wikipedia.org/wiki/EBay) , (https://www.entrepreneur.com/article/243099) Research is a systematic and structured search for information. Its scope and contribution, both, can never be over emphasized. Here, Kindler, in its own way, contributes just a few “significant” drops at a time to this vast ocean of growing knowledge. This combined issue of Volume XVIII has some regular submissions and also has a large part of the research presented at the National Conference on Contemporary Management (NCCMP) 2018 at the Army Institute of Management. I do hope that the Kindler January-December 2018 issue enlightens and also generates adequate curiosity in the minds of its readers. Dr (Capt) Swapna Datta Khan NOTE FROM ASSOCIATE EDITOR, KINDLER As a bi-annual journal, Kindler provides a scope for researchers across the globe to share their research inputs. The journal aims at covering vast domain of inter- disciplinary studies with an objective to attract thoughtful scholarship that is of relevance to corporate, academic and society at large. The NCCMP 2018 special issues covers articles that are conceptual, theoretical and empirical and covers general management, marketing, finance, economics, business accounting, quality, human resource management, IT, diversity, sustainable development to name a few. The papers selected have undergone a strict double blind peer review process. I wish all contributors and readers a very rich and rewarding experience. Dr. Ayan Chattopadhyay Associate Professor (Marketing) Convener - NCCMP 2018 & Associate Editor, Kindler List of External Reviewer and Editorial Team for this Issue of Kindler External Reviewers : 1. Dr Khushboo Sahu, Assistant Professor, Marketing and Finance, Institute of Industrial and Computer Management and Research, Pune; Email: [email protected]; Ph: 9766030180 2. Dr Rajib Bhattacharya, Assistant Professor, Finance and Accounts, Institute of Business Management, Jadavpur University; Email: [email protected]; Ph: 9432359573 Editorial Team : Maj Gen Deepak Dhanda, SM (Retd), M.Sc in Def Studies, M.Phil (Madras Univ), MMS (OU), Director, Army Institute of Management, Kolkata Col Sushen Chakraborty (Retd), Registrar & Head of Administration, Army Institute of Management, Kolkata Dr. Malini Majumdar, MA (Annamalai Univ), MBA (CU),Ph.D (CU) Prof Protik Basu, BE (JU), PGDBM (IIMC) Dr. Ayan Chattopadhyay, B.Tech (CU), MBA (Visva-Bharati),, PhD (NSOU),, MIMA,FISBM Dr. (Capt) Swapna Datta Khan, M.Sc. (Univ of Roorkee), M.Stat (ISI),, M.Phil (MKU), Ph.D (Univ of Pune), UGC-NET Lecturership Dr. Ravi Chatterjee, B.C.A, GNIIT (NIIT), MBA (WBUT), Ph.D (Barkatullah Univ) Dr Debaleena Chatterjee, M.Sc (CU), MBA(CU), Ph.D (IIT-Kgp), UGC – NET Dr. Sweta Rani, PGDM (IIBM), M.Phil (TGOU), Ph.D (Magadh Univ) Mr Sayan Palit, M.A.(Eco), M.L.I.S., UGC – NET Mr Rajeev Karmakar, MBA(SMU), MCA(IGNOU) Prof Sougata Majumder, MBA (Visva-Bharati) Prof Anindya Saha, B.Tech (WBUT), MBA (WBUT) Prof Asmita Basu MBA (WBUT) Prof Surajit Malakar, MBA (Kalyani Univ) Prof Abhishek Bhattacharjee, MBA (WBUT) Prof Archita Chatterjee, MBA (SMU) Ms Puja Singh Ghosh, MBA (SMIT) Prof Somarata Guha Chakraborty, M.Sc (CU), PGDM (AIMA) Prof Preeta Sinha, MBA (Magadh Univ), UGC-NET A Case study on Brand Preference of Cement with respect to Urban Vs. Metropolitan City In West Bengal Amit Kumar Das* ABSTRACT India is the second largest producer of Cement in the world. Cement industry plays a vital role of Indian economic system providing employment to more than a million people, directly or indirectly. Today Indian cement industry has attracted huge investment both from Indian and foreign investors. The present paper is an attempt to understand the various attributes that contribute to the brand and its buying behaviour of ultimate customers in case of cement industry in India. In Indian economy contribution of construction is 7.88%. Cement Industry plays a vital role in construction sector, there is no better available substitute of cement. For this research paper we have only considered Housing sector apart from commercial use. To find out most important factors behind choosing a particular brand of cement is a prime objective of my study. Through statistical technique - Factor analysis has been used for this study. As per choice and preferences of respondents top four Brand has been selected- Acc, Ambuja, Ultratech, Lafarge (Nuvoco). Few factors have been selected behind choice and preferences of cement– Affordability of Product, Acceptability & Awareness. Keywords: Cement Industry, Buying Behaviour, Housing Sector INTRODUCTION India is the second largest producer of Cement in the world. Cement industry play a vital role of Indian economic system providing employment to more than a million people, directly or indirectly. Today Indian cement industry has attracted huge investment both from Indian and foreign investors. Indian economy is classified in three sectors i.e. Agriculture & Allied, Industry and Service. Agriculture sector includes Agriculture (Agriculture proper & Livestock), Forestry & Logging, Fishing and related activities. Industry includes ‘Mining & quarrying’, Manufacturing (Registered & Unregistered),
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