IJFMS Volume 1, Issue 2, July 2014 © Blue Square Publishing House
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IJFMS Volume 1, Issue 2, July 2014 © Blue Square Publishing House IJFMS Volume 1, Issue 2, July 2014 © Blue Square Publishing House INTERNATIONAL JOURNAL FOR MARKETING STUDIES (International Peer- Reviewed Journal) ========================================================= Volume 1 Contents Issue 2 ========================================================= Editorial pp.4-6 1. An Analysis of Production and Marketing of FCV Tobacco In Mysore District Mrs. Manu V. K; Dr. S. Mokshapathy, India pp.7-22 2. Study On 4 A’s Framework Of V-Guard Fans Dhanya. J. S, India pp.23-59 3. Global Factors Influencing Consumption Experience Of E-Commerce Dr. Sudheer M. Dhume; Vinita Singh, India pp.60-71 4. An Assessment of Hotel Product Quality In Kolkata As A Basis of Building Destination Competitiveness Dr Debaprasad Banerjee, India pp.72-91 5. A Case Study: Film as a Product Dr. Naresh Patel; Frince Thomas, India pp.92-99 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 Acknowledgement I acknowledge my indebtedness to all the members of the editorial advisory and editorial review boards. 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 for their invaluable efforts, great support and valuable advice for successful publication of this 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 3 Editorial This journal is a compilation of various research papers based largely in India with themes and the issues including factors influencing consumption experience of E-Commerce, a study on 4 A‘s framework of V-Guard fans, An Analysis of Production and Marketing of FCV Tobacco in Mysore District, A Case Study: Film as a Product and an assessment of hotel product quality in Kolkata as a basis of building destination competitiveness. 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 attempted to analyse the Production and Marketing of FCV Tobacco in Mysore District India is the world‘s third largest producer of tobacco, endowed with rich agro-climatic attributes such as fertile soils, rainfall and ample sunshine. The Indian market for tobacco products, however, has some characteristics rather different from most other markets. India has a large, highly integrated tobacco industry, involving the growing of a range of leaf types, the manufacture of different tobacco products, including unprocessed and chewing tobacco, and an extensive distribution and retail system. Over the years, a combination of strong prices, domestic consumption, good export demand for tobacco and low prices of other crops helped the growth of tobacco from a cash crop to a manufacturing industry linked with commercial considerations. Paper 2 highlights the plight of V-GUARD and also tries to throw light on the current scenario of the industry and make suggestions regarding how well the resources can be incorporated to cater the interest of the people with special reference to the low income group. V-GUARD as the market leader in the stabilizer brand but it has failed miserably to utilize the brand equity in 4 marketing the fans effectively. Even though it is not an attractive segment, the company can still reap benefits out of it. The successful brands have attained their status by ensuring good quality and reliability in their products. V-GUARD fans also have such features but the masses are not made aware of it. The company has not devised effective promotional strategies for their brand of fans. In this context, the paper attempts to figure out to what extent the promotional strategies are effective by analyzing the variables such as awareness, acceptability, affordability and availability of the particular brand. Paper 3 interprets motivational factors and trust in their consumption experience in the context of E-commerce. This research has been empirically tested with primary data collected from 64 students using factor analysis, ANOVA test and regression analysis. The results indicate that trust had a positive effect on the consumption experience of the consumers in E-Commerce. Utilitarian motivation factors had a negative effect on the consumption experience of consumers, while hedonic motivation factors had a positive effect on the consumption experience of consumers. The finding also indicated that trust is significantly more important than convenience, information, escape and economics from consumers‘ perspective. Paper 4 develops a destination loyalty theoretical model by using tourist perception, destination image and tourist satisfaction. This study analysis components, attributes, factor influencing the destination image and examine the tourist satisfaction and determinants of destination loyalty. This is a conceptual paper attempts at evaluating recent empirical on destination image, tourist satisfaction and loyalty. Competitiveness has been a subject of study in the manufacturing and related sectors since the early 1990s. However, only recently have some researchers started to examine the tourism and hospitality competitiveness, both conceptually and empirically, with a particular focus on tourism destinations and the hotel industry. The goal of this paper is to review the published studies on destination and hotel competitiveness, provide critiques, and point out future directions in tourism and hotel competitiveness research. Such a review shall provide researchers with a good understanding of the current status of competitiveness research and with a vision for advancing the existing knowledge of destination and hotel competitiveness. 5 Paper 5 is a case study on the film named Dhoom 3. Dhoom 3is a Hindi action thriller film, written and directed by Vijay Krishna Acharya and produced by Aditya Chopra. The international gross of Dhoom 3 was US$ 28 million—eventually breaking the record of 3 Idiots (another Aamir Khan starrer) and making it the highest-grossing Bollywood film of all time in international markets. It was the 75th highest grossing film of 2013 worldwide. The case reflect many new promotion campaign was carried out before and during release of film and tries to find if that has made differences to box office collections of the film. I congratulate the contributors and Editorial Advisory Board members and Review Committee members who had put in a lot of effort and time in bringing out this journal to address many vital concerns for a better understanding of the issues surrounding our economy. Editor-In –Chief Professor N Ray © International Journal for Marketing Studies 6 AN ANALYSIS OF PRODUCTION AND MARKETING OF FCV TOBACCO IN MYSORE DISTRICT Mrs. Manu V. K Research Candidate Dr. S.Mokshapathy Senior Faculty of Agribusiness Management, Institute of Development Studies, University of Mysore, Karnataka, India ==================================================================== ABSTRACT India is the world’s third largest producer of tobacco, endowed with rich agro-climatic attributes such as fertile soils, rainfall and ample sunshine. India produces various types of tobacco. Currently, Indian tobacco is exported to more than 80 countries spread over all the continents. A few of the top multinational companies such as British American Tobacco (BAT), Philip Morris, RJ Reynolds, Seita, Imperials, Reemtsma etc. and many companies with government monopoly all over the world import Indian tobacco either directly or indirectly. The Indian market for tobacco products, however, has some characteristics rather different from most other markets. India has a large, highly integrated tobacco industry, involving the growing of a range of leaf types, the manufacture of different tobacco products, including unprocessed and chewing tobacco, and an extensive distribution and retail system. Over the years, a combination of strong prices, domestic consumption, good export demand for tobacco and low prices of other crops helped the growth of tobacco from a cash crop to a manufacturing industry linked with commercial considerations. An attempt is made in this paper to analyse the Production and Marketing of FCV Tobacco in Mysore District. Key Words: FCV Tobacco, Production and Marketing, Mysore =================================================================== 7 Introduction The tobacco industry in India includes the production, distribution and consumption of (i) leaf tobacco,