RURAL

MARKETS-

THE

UNTARGETED

BRIGHT

SEGMENTS FOR FMCG SECTOR

The Indian rural market with its vast size and demand base offers great
opportunities to the Companies. According to National Council of Applied Economic
Research (NCAER) the rural population in India accounts for around 627 million,
which is about 74.3 percent of the total population. Almost half of the national
income is generated from rural areas. Rural markets are the natural markets form
an important part of the total market for goods in India. Indian rural market gains
considerable rise in purchasing power. Rural markets in India constitute a wide and
untapped market for many goods and services which are being marketed to the
urban customers. The rural market in India is not a separate entity in itself and it is
highly influenced by the regional sociological and behavioral factors operating in the
country.

THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER

BUYING BEHAVIOUR
Abstract
The concept of celebrities like film stars, sports persons endorsing the brands has been
steadily increasing from past 20 years especially from the new millennium. Marketer
acknowledging the image of celebrities in influencing the consumers buying decision.
Marketers believe that favorable attitude, effection, likeability of consumers towards a
celebrity will create favorableness towards their brands. Companies like Idea of Aditya Birla
group, Boost, Vivel, Emami ,Fair n Lovely, Coke, Mobile companies as well as organized
retailers like Khazana jewelers,Malabar spending crores of rupees towards endorsement of
their brands with film stars, sports persons as their brands ambassidors. It is an established
fact that celebrity endorsement can confer unique benefit to the product as well as to the
brand. Hence an attempt is made in this connection to describe the brand endorsements of
different companies, Influence of such endorsement on consumer behavior in terms of sales
and creating positive image, brand endorsement scenario in India during past and present.
An in detailed discussion is made in this paper.

Keywords: Brands,
preferences etc.

Consumers,

Brand

endorsement,

Consumer

behavior,

Buying

WOMEN ENTREPRENEURSHIP-OPPORTUNITIES IN PRESENT DAY

CHALLENGES

Abstract
Entrepreneurship is very important criteria for the economic development.
We may state that the entrepreneurship plays very important role in uplifting
the economy. Entrepreneurship among the women is a severe concern today.
If women don't play a meaningful role in business, then half of the country's
potential talent pool will remain under-utilized. Inarecentsurveyitisrevealedthat
thefemaleentrepreneursfromIndiaaregeneratingmorewealththanthewomeninanypartof
theworld.Entrepreneurshiphasgainedimportanceacross the sphere.
Today businesses are facing a severe problem in entrepreneurial talent.
Female-

entrepreneurship

has

become

an

important

module

now.

Women

Entrepreneurs have been making a significant impact in all segments of economy of

the world. Their willingness for the future is apparent in their growing confidence, in
their strengths and in their desire to seek different forms of work in order to achieve
a new balance between work and home. In former days, for Women there were 3
Ks- Kitchen, Kids, Knitting, then came 3 Ps- Powder, Pap pad, Pickles and now at
present there are 4 Es- Electricity, Electronics, Energy, Engineering . The status of
women in India during past tends to be in the dark shades of illiteracy, exploitation,
discrimination and low energy levels. Although this is still true for many Indian
women but survival and to feed their family are driving forces for entrepreneurial
activities
There are immense opportunities for women to enter into entrepreneurship.
The women have the determination and potential to set up and handle an
enterprise. Indian women had undergone a long way and are becoming increasingly
visible and successful in aspects and have shifted from kitchen to higher level of
professional activities. This paper focuses on problems and challenges faced

by women entrepreneurs, opportunities for women entrepreneurship. Also

this paper talks about abilities and traits of women entrepreneurs and their
role in carving into new paths of entrepreneurship.

CONTEMPORARY H R INITIATIVES : LOOKING AHEAD

Abstract
In the recent past, the pace of change has accelerated dramatically in global
business. It is all because of globalization of business, technological advancement.
The globalization and technological advancements have put together necessitated
changes in work force also. Due to up coming changes.,HR plays a crucial role in
both good and bad times. It determines a stand, survival , continuity of an
organization. HR skills must be associated with knowledge base such as., making
business plans, knowing the role of HR, managing HR needs, Paradigm shift from
traditional to modern, developing a HR compass and designing a model
competencies. More specifically, competencies driving HR personnel
towards
success. The model competencies required for HR includes ., strategic thinking,
business knowledge, personal credibility,HR process expertise change management,
diversity management, relationship managemet,financial perspectives etc..
Infact, such initiation towards competency building shall start from academic
platform only. Subsequently, modification to those competencies could be made
within the organization suitable to it. An in detailed discussion is made in the paper.

E-RETAILING- A MODERN STRATEGIC AND MARKETING

TOOL FOR THE DIGITAL AGE

ABSTRACT
Over last few years the popularity of E-retailing has tremendously increased
due to quick and convenient way of exchanging goods and services across
the globe via internet. Enterprises all over the globe have either created or
are in the process of creating the E-retailing models to their traditional
businesses. India has become a booming ground for e-commerce business
models Several new products and services are being innovated and
marketed through Internet thus creating global business opportunity. As a
result
a
good
number
of
E-retail
organizations
such
as
homeshop18.com,ebay,Flipcart, Letsbuy.com,Naaptol, E-retailing in India
have reached $14 billions in 2012 which was just $6.3 billions in
2011.Interestingly many companies have been creating an opportunity to
customers to buy the products from their official websites. Now shopping is
been made just one click away. Electronics and Apparel are the biggest
categories in terms of sales through E-retailing. About 75% of the total
revenue in E-retailing will be coming from airline tickets, railway tickets, hotel
bookings, online mobile recharge etc The present study is conceptual survey
with exploratory cum descriptive nature. This paper attempts to explain the
concept of E-retailing, business models for E-retailing, differences between
traditional retailing and E-retailing, merits and limitations of E-retailing,
various trends in E-retailing and challenges in E-retailing. The study also
focuses on major players in E-retailing in India and also their strategies in
reaching the customers of the digital age. It concludes that E-retailing offers
several benefits to various stakeholders. Even though there are several
limitations as well as legal and technical barriers in the development of ecommerce E-retailing is penetrating with tremendous growth. An in detailed
discussion is made in the final paper.
Keywords: Retailing, E-commerce, Internet, Online shopping, Competition,
Customer service.

THE INFLUENCE OF CELEBRITY ENDORSEMENTS

BUILDING SUCCESSFUL BRANDS-SOME INSIGHTS

IN

*D.Sidhardha
India as a country is known for loving its celebrities. In India, celebrities are idolized as
gods. The concept of celebrities such as film stars and sports persons endorsing brands
has been steadily increasing from past twenty years, especially since the new
millennium. Marketers have been trying their best to connect with the customers
through their celebrities. Marketers are acknowledging the image value of celebrities in
influencing the consumers buying decision. Marketers believe that favorable attitude,
affection, and likeability of consumers towards a celebrity will create favorableness
towards their brands. Companies like Idea Cellular of Aditya Birla group, Boost, Vivel,
Emami, Fair and Lovely, Coke, and other telecom companies as well as organized
retailers like Khazana jewelers and Malabar are spending crores of rupees towards
having celebrities such as film stars, and sports persons to endorse their brands,. It is
an established fact that celebrity endorsement can lend unique benefits to the
products in becoming successful brands. This paper attempts to discuss the
endorsements of different companies, endorsement scenario in India, affect of such
endorsement on brand value, and the influence of Celebrities on consumer behavior in
terms creating positive image.

Keywords:
preferences.

Brands,

Consumers,

Endorsement,

Consumer

behavior,

buying

COMPETENCY MAPPING-A STRATEGIC FRAME WORK FOR HR

APPLICATIONS
ABSTRACT
The current globalization of economy necessitates innovative approaches in managing the human
resources. At the same time the rapid changes taking place in the demography and social systems
hence forth have given enough space for various contemporary HR practices enhancing the
employee productivity and growth. One of the most popular and commonly used HR practice is
competency mapping. Competency mapping is a process of identifying key competencies such
as Job knowledge, motivation, communication, leadership, managerial ability for a particular
position in an organization, and then mapping them for various HR applications such as jobevaluation, recruitment, training and development, performance management, succession
planning, etc. The competency framework serves as the bedrock for all HR applications. As a
result of competency mapping, all other HR processes like talent induction, management
development, appraisals and training yield much better results .Identifying and development of
the competencies in organization will enable better performance management, reward and
recognition systems leading to successful career and succession planning programmees. The
objective of this paper is to identify various such competencies and their mapping to enhance the
performance of the human resources and various HR systems. An in detailed discussion is made
in this paper.
Keywords: Human resources, Skills, Competencies, Talent induction, career planning, HR
systems.

TECHNOLOGICAL DEVOLOPMENT IN BANKING SECTOR-AN

INTERNET BANKING PERSPECTIVE
Abstract

Banking sector plays a significant role in development of Indian economy. Banks need to
leverage technology to increase penetration, improve their productivity, efficiency and thereby,
contribute to the overall growth and development of the country. Technology enables penetration
of the banking system, increases cost effectiveness and makes the transactions easier. Technology
enhances choices, creates new markets, allows transactions to take place faster across the globe
and offers convenience through various channels such as ATMs, Internet banking, Mobile
banking, NEFT, RTGS etc. In a country like India, effective use of technology has a multiplier
effect on growth and development of the banking sector. With the rapid and significant growth in
electronic commerce, it is obvious that internet banking and payments are likely to advance the
banking services. Besides making banking products and services affordable and accessible,
internet banking simultaneously ensures viability and profitability of bankers.
Online banking allows people access all of their accounts through a secure bank-created
website. Means any user with a personal computer and a browser can get connected to his banks
website to perform any of the virtual banking functions. Depending on the services chosen, a
customer may simply be able to view the day-to-day activity of every account they have with a bank.

Internet banking makes it possible to offer banking services around the world 24 hours a day The
impact of Internet banking on cost savings, revenue growth and increased customer satisfaction
on Industry is tremendous and can be a potential tool for building a sound strategy. The

dependence on Technology and the cross border nature of transactions also involves additional
risks for banks and new challenges for banking regulators. This paper analyses development of
Internet banking in India, proper regulatory system for internet banking system, how things can be
improved further for the efficient working of electronic banking. An in detailed discussion is made in the
final paper.
Keywords: Technology, Online banking, Cost, Efficiency, Customer Satisifaction,Strategy.

SOCIAL
ENTREPRENEURSHIP-CREATING
SPREADING THE SOLUTIONS

THE

CHANGE,

Abstract:
Social entrepreneurs are individuals with innovative solutions to societys most
pressing social problems. They are motivated, determined and work for the social
concern by tackling major social issues and offering wide-scale scale of new ideas
to the social problems rather than leaving societal needs to the government.
Interestingly the nature of social entrepreneurs is that they find what is not working
and solve the problem by changing the system, people, spreading the solution, and
persuading entire society to take new leads. While a normal entrepreneur typically
measures performance in terms of profits and returns, a social entrepreneur also
measures profits but in the form of positive changes took place in the society. A
good number of institutions such as colleges, universities and especially NGOs
taking an important role in offering special programmes to promote Social
Entrepreneurship. Many people are taking Social Entrepreneurship as an opportunity
to serve the society. This paper forwards a view that Social Entrepreneurship as a
process which brings some social challenges and addressing social issues as a part
of social responsibility,Key skills required for a social entrepreneur.

Keywords: Social Entrepreneurship, Society, Social needs, Social enterprise.

WORK

PLACE

BULLYING

SILENT

EPIDEMIC
Conflict at work place is a common syndrome in every organization. Severity of it is more in
unorganized systems. The superior and subordinate relationship is the success behind an
organization. But differences between them lead to failure of the system as whole.
In addition to other conflicts at work, work place bullying is a long-lasting conflict, where one
person is systematically harassed by one or more colleagues or superiors, resulting in severe
damage to the victim's psychological and physical health. It also creates an unhealthy
working atmosphere usually by intimidating the rest. Infact, talented people are targeted by
bullies(one who target the other for

bullying). Consequently, the organizations talented

human capital is often negatively affected and are driven out of the company.
Bullies are often hard to identify because on the surface they appear to be good and
cooperative, while they do everything in their power to destabilize those they target for
destruction. This phenomenon appears in all types of jobs and it is deep rooted in corporate
sectors like., IT companies, hospitals and now in educational institutions also. Presently, this
issue is a common discussion all platforms where a congregation of employees.
Unfortunately, no specific legislation on this syndrome in our country.
Bullying at work is when someone tries to intimidate another worker, often in front of
colleagues. It is usually done to someone in a less senior position. It is similar to harassment,

which is where someone's behaviour is offensive. For example, making sexual comments,
pointing out weaknesses or abusing someone's race, religion. Bullying is ongoing pattern of
repeated behavior.

WOMEN ENTREPRENEURSHIP-THE NEXT PILLAR OF INDIAN ECONOMY

Abstract
Women owned business are highly increasing in the economies of almost all over the
world. Women in business are a recent phenomenon in India. With the emergence of growth of
the business, the role and contribution of women in the economic value of the chain is highly
remarkable. The hidden entrepreneurial

potentials of women have been realizing with the

changing economic status of the society. If women dont play a meaningful role in business, then
half of the countrys potential talent will be underutilized. Women entrepreneurs are now a days
effectively utilizing the resources, efficient in making and execution of decisions. Women
entrepreneurs too have clear vision mission, determination and potential to start up and handle
an enterprise. Women Entrepreneurs have been making a significant impact in all segments of
economy of the world. Their willingness for the future is apparent in their growing confidence, in
their strengths and in their desire to seek different forms of work in order to achieve a new
balance between work and home .Women entrepreneurs have specific qualities such as patience,
bearing the sufferings on behalf of others which are very much required for any business. In this

regard this paper examines the characteristics of women entrepreneurs, factors influencing the
growth of women entrepreneurs in India. This paper also discusses the contributions of women
entrepreneurs to the corporate world, career restraints and Challenges, and strategies to develop
women entrepreneurship in India.

Portability is a new dimension in the service sector: Case of Insurance Sector

Abstarct
News in early October has reported that the portability implementation has come to India. They referred
to the portability of health insurance; an option which would subsequently be expanded to general
insurance policies too. This means that the insurance holderwho in an erstwhile process was stuck to
one company for his/her life spancould now choose to switch between companies if he/she finds the
offerings or service levels better at a different company. This has multiple implications across different
levels in the insurance sector. There is an argument that it would benefit the policy holder. But there are
also challenges that such a changelike portability in this casecan pose to the operations of the
industry. This paper explores what exactly portability brings in to the insurance sector. In the process the
authors try to identify if this portability in insurance sector has any similarity with portability of mobile
numbers in the telecom sector; exploring if there are any lessons to be learnt. Perhaps, portability itself is
a new dimension in the service sector.
Keywords: Insurance, Portability, Service Sector, Change Management, Anecdotal Study

SERVICE QUALITY AND ITS IMPLICATIONS FOR CUSTOMER SATISIFACTION IN

BANKING SECTOR-AN OVERVIEW
ABSTRACT
Service quality is an approach to manage business in order to ensure full satisfaction of the
customers which will help to increase competitiveness and effectiveness of the banking industry.
Quality is considered to be the managements top competitive priority and a prerequisite for
growth and sustenance. Customer satisfaction has a positive effect on service sector. The
importance of customers in service sector is unquestionable. Because the success of service
sector business is mostly depending on customer who is the major stake holder of the business.
The banking industry has realized the need of consistent development in their service quality
offered to the customers. In the present scenario banking sector of India is running in a dynamic
challenge concerning with competition, customer base and performance . In order to survive in
this competitive environment and to provide continual customer satisfaction, the banking service
providers are required to increase the quality of service. In the banking sector, the service
features offered are as important as how they are delivered. On one hand, delivery of high
service quality to customers offers banks an opportunity to differentiate themselves in
competitive markets. On the other hand, high service quality results in customer satisfaction and

loyalty, reduction in customer complaints, and improved customer retention. Service quality in
banking sector could be evaluated in terms of the mutual relationship between banks and
customers and their loyalty to the bank. The main aim of the study is to identify the dimensions
of service quality and to study the implications of these dimensions on customer satisfaction in
banking sector.
Keywords: Service quality, Banking, Customer, Customer satisfaction ,Competition,
SERVEQUAL, SERVPERF.

BUILDING BRAND EQUITY THROUGH SOCIAL MEDIA-A

STUDY
ABSTRACT
The traditional pillars of the brand equity are incensed under the power of the higher standards of
the 21st century consumer. Marketers are disengaged with the present day customers where they
are losing the way of influencing them .The problem is that marketers are still using branding
methodologies that are designed for the old world to build their brands. Social media has
changed the traditional communication between brands and consumers . When well executed,
social media vehicles such as Facebook and Twitter can be very engaging and influencing by
appealing to a wide range of customers. Social media has been a great tool for brand building. It
is extremely less costly than any other type of branding strategy. Social media helps create brand
equity, because it encompasses both elements viz.., brand perception and brand experience
Many companies have started facebook links and twitter links to their brands and asks their
customers to follow them. It allows people a two way conversation with a brand. People are able
to share, comment and follow their favorite brands. Social media can provide many advantages
to brands such as securing the reputation of a brand, increase sales, and involve consumers in

brand creation process. Social media brings more positive brand associations and increase
consumer loyalty to a brand which builds brand equity.

Work place equality a study on Participative Management

Abstract:
In todays dynamic and competitive environment ever one and ever thing is changing with effect of
adopting new technology and changes in people attitudes. Ever one is struggling to give their best in order
to sustain their jobs and their career growth. In this Twenty-first century many organizations are
struggling to retain the contemporary employees is the biggest challenge to them. For this ever
organizations will have different techniques and process to retain them. Organizations required tacit
knowledge which is one of the greatest strength. Participative management gives employee to more
strength because employees always expect a kind of recognition and importance from the management by
giving importance to employees in taking decision makings of the firms growth so that employees moral
and ethics will improve. In this conceptual paper we discusses about the importance and outcomes of
participative management.
Key words: Participative management, Job satisfaction, retention

RURAL MARKETS- THE UNTARGETED BRIGHT SEGMENTS

FOR FMCG SECTOR

ABSTRACT
The Indian rural market with its vast size and demand base offers great
opportunities to the Companies. According to National Council of Applied Economic
Research (NCAER) the rural population in India accounts for around 627 million,
which is about 74.3 percent of the total population. Almost half of the national
income is generated from rural areas. Rural markets are the natural markets form
an important part of the total market for goods in India. Indian rural market gains
considerable rise in purchasing power. Rural markets in India constitute a wide and
untapped market for many goods and services which are being marketed to the
urban customers. The rural market in India is not a separate entity in itself and it is
highly influenced by the regional sociological and behavioral factors operating in the
country.

Impact of Knowledge Management in Functional Areas of

Management A Conceptual Work
ABSTRACT

Information is Wealth a famous quote on which the modern era believes in. traditional
word for information is knowledge. Businessmen uses knowledge to run his business, a scientist
uses knowledge for invention of a product; an actor uses his knowledge to act much better. In
fact everyone in this era use knowledge for survival and success in their field.
Management is not an exception to this. In this article we will discuss the importance and
use of knowledge management in functional areas of management individually and how they
collaboratively work towards efficiency of organisations. Further, we also elaborate the above
aspect with a real time application for better understanding and knowledge which is our goal in
this entire process.
Key words Information, Businessmen, Survival, Success, Management, collaborative