ijrcm-4-IJRCM-4_vol-4_2014_issue-09-art-02

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VOLUME NO.4(2014),ISSUE NO.09 (SEPTEMBER) ISSN2231-5756

A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories

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Ulrich's Periodicals Directory, ProQuest, U.S.A., EBSCO Publishing, U.S.A., Cabells Directories of Publishing Opportunities, U.S.A.,

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Circulated all over the world & Google has verified that scholars of more than 3480 Cities in 174 countries/territories are visiting our journal on regular basis.

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INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE, IT & MANAGEMENTA Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories

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ONTENTS

Sr.No.

TITLE & NAME OF THE AUTHOR (S) PageNo.

1 A COMPARATIVE STUDY OF SERVICE QUALITY OF SELECTED INDIAN BANKS: A STUDY IN INDORE REGIONDR. HARISH B. BAPAT, DR. VISHAL SONI & DR. VINAYAK KHARE

1

2 EFFECTIVENESS OF RURAL MARKETING STRATEGIES ON BRANDED FMCGs: A CASE STUDY INKANYAKUMARI DISTRICT

DR. V. SREEDEVI & M. SULAIPHER

! PO"ER SECTOR REFORMS DURING GLOBALI#ED ERA: SOME EVIDENCES FROM INDIAN ECONOMYM. ANANDAN & S. RAMASWAMY

1$

% NGO APPROACHES TO RURAL DEVELOPMENT IN BANGLADESHDR. MD. HAFIZ UDDIN BHUIYAN & DR. MD. RABIUL ISLAM

1%

INFLUENCES OF SOCIO'ECONOMIC FACTORS ON JOB SATISFACTION OF READY'MADE GARMENTS"ORKERS

MUHAMMAD ZIAUL HOQUE & DR. MD. SAFIUL ISLAM AFRAD

1(

) CORPORATE GOVERNANCE PRACTICES: A STUDY OF SELECTED LEADING HOTELS IN INDIABASAVARAJESHWARI DIDDIMANI & DR. ISHWARA P

22

( GENDER DIVERSITY AND INCLUSION IN STRATEGIC HUMAN RESOURCE MANAGEMENT: SUSTAINABLEPEOPLE MANAGEMENT IN THE ASIA'PACIFIC

DR. PRADNYA CHITRAO, AYESHA KANWAR, AISHA NORONHA & SOMYA SHARMA

2(

A STUDY ON THE PROFITABILITY RATIO OF THE DISTRICT CENTRAL COOPERATIVE BANKS IN TIRUNELVELIREGION, TAMILNADU

DR. A. MAHENDRAN & DR. V. NATARAJAN

!

* AN ANALYSIS ON CUSTOMER PERCEPTION AMONG INSURANCE SECTORDR. RAJESH KUMAR

%$

1$ GLOBALISATION, SKILL'BASED EDUCATION AND UNEMPLOYMENT IN RURAL ASSAM: AN ECONOMICANALYSIS

DR. GOBIN CHANDRA BORUAH

$

11 FDI IN INDIA: TREND, ISSUES AND CHALLENGESSEEMA RANI & ADITI MOR

%

12 PERSONAL INCOME TA+ STRUCTURE IN INDIA: AN EVALUATIONARTI KUMARI

)$

1! IMPACT OF STOCK SPLIT ANNOUNCEMENT ON MARKET PERFORMANCE OF STOCKS: A STUDY "ITHREFERENCE TO MANUFACTURING INDUSTRIES IN INDIA

DR. KUSHALAPPA. S & PALLAVI. N

)

1% DETERMINANTS OF CAPITAL STRUCTURE IN TRANSPORT AND TE+TILE SECTORS IN INDIA: ACOMPARATIVE STUDY

LALIT ASIJA

)*

1 CUSTOMERS PERCEPTION TO"ARDS VALUE'ADDED SERVICES OF PUBLIC SECTOR BANKS IN NAMAKKALTO"N STATE OF TAMIL NADU

SWATHI.V

(

1) SOCIO'ECONOMIC STATUS OF MICRO, SMALL AND MEDIUM ENTERPRISES IN HIMACHAL PRADESH: ACASE STUDY OF DISTRICT HAMIRPUR

SARWAN KUMAR

!

1( AN OVERVIE" OF CHILLIES MARKETINGM.SRI RAMA JAYAM

1 IMPACT OF INFORMATION AND COMMUNICATION TECHNOLOGY ON AGRICULTURAL SECTOR INKARNATAKA

NANDEESHA H K

*$

1* EFFECTIVE STRATEGY FOR AGRICULTURAL DEVELOPMENT: "ITH REFERENCE TO KAUTILYASARTHASHASTRA

SUNITA DEVI

*%

2$ IMPACT OF INVESTORS ATTRIBUTES ON INVESTMENT DECISIONSSUSHILA KUMARI & ANIL

*(

REQUEST FOR FEEDBACK & DISCLAIMER **


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HIEF PATRON

PROF K K AGGAR"AL,h!ir3!n% M!l!viy! '!tion!l nstitute of 6echnolo&y% J!ipur

(An n!""#"$ % N'"%n' I)*%+"'n$ & #- #n$ /- Mn!"+- % H#)'n R$!%#+$ D$0$%*)$n", G%0$+n)$n" % In'1

,h!ncellor% 7 R M!n&!l!3 8niversity% #ur&!on

,h!ncellor% 9in&!y!:s 8niversity% $!rid!b!d

$ounder ;ice-,h!ncellor (


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DR SAMBHAVNA$!culty% 6M% Delhi

DR MOHENDER KUMAR GUPTAAssoci!te Professor% P J 9 ' #overn3ent ,olle&e% $!rid!b!d

DR SHIVAKUMAR DEENEAsst Professor% Dept of ,o33erce% "chool of Business "tudies% ,entr!l 8niversity of 7!rn!t!!% #ulb!r&!

ASSO IATE EDITORS

PROF NA"AB ALI KHANDep!rt3ent of ,o33erce% Ali&!rh Musli3 8niversity% Ali&!rh% 8P

PROF ABHAY BANSAL.e!d% Dep!rt3ent of nfor3!tion 6echnolo&y% A3ity "chool of ?n&ineerin& 6echnolo&y% A3ity

8niversity% 'oid!

PROF A SURYANARAYANADep!rt3ent of Business M!n!&e3ent% Os3!ni! 8niversity% .yder!b!d

DR SAMBHAV GARG$!culty% "hree R!3 nstitute of Business M!n!&e3ent% 8r5!ni

PROF V SELVAM""9% ;6 8niversity% ;ellore

DR PARDEEP AHLA"ATAssoci!te Professor% nstitute of M!n!&e3ent "tudies Rese!rch% M!h!rshi D!y!n!nd 8niversity% Roht!

DR S TABASSUM SULTANAAssoci!te Professor% Dep!rt3ent of Business M!n!&e3ent% M!trusri nstitute of P# "tudies% .yder!b!d

SURJEET SINGH

Asst Professor% Dep!rt3ent of ,o3puter "cience% # M ' (P#) ,olle&e% A3b!l! ,!ntt

TE HNI AL ADVISOR

AMITA$!culty% #overn3ent M "% Moh!li

FINAN IAL ADVISORS

DICKIN GOYALAdvoc!te 6!@ Adviser% P!nchul!

NEENAnvest3ent ,onsult!nt% ,h!3b!&h!t% "ol!n% .i3!ch!l Pr!desh

LEGAL AD VISORS

JITENDER S CHAHALAdvoc!te% Pun5!b .!ry!n! .i&h ,ourt% ,h!ndi&!rh 86

CHANDER BHUSHAN SHARMAAdvoc!te ,onsult!nt% District ,ourts% 2!3un!n!&!r !t J!&!dhri

SUPERINTENDENTSURENDER KUMAR POONIA


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ALL FOR MANUS RIPTS

Ce invite unpublished novel% ori&in!l% e3piric!l !nd hi&h u!lity rese!rch wor pert!inin& to recent develop3ents pr!ctices in the !re!s of

,o3puter "cience Applic!tionsE ,o33erceE BusinessE $in!nceE M!retin&E .u3!n Resource M!n!&e3entE #ener!l M!n!&e3entE B!nin&E

?cono3icsE 6ouris3 Ad3inistr!tion M!n!&e3entE ?duc!tionE 9!wE 9ibr!ry nfor3!tion "cienceE Defence "tr!te&ic "tudiesE ?lectronic "cienceE

,orpor!te #overn!nceE ndustri!l Rel!tionsE !nd e3er&in& p!r!di&3s in !llied sub5ects lie Accountin&E Accountin& nfor3!tion "yste3sE Accountin&

6heory Pr!cticeE Auditin&E Beh!vior!l Accountin&E Beh!vior!l ?cono3icsE ,orpor!te $in!nceE ,ost Accountin&E ?cono3etricsE ?cono3ic

Develop3entE ?cono3ic .istoryE $in!nci!l nstitutions M!retsE $in!nci!l "ervicesE $isc!l PolicyE #overn3ent 'on Profit Accountin&E ndustri!l

Or&!ni!tionE ntern!tion!l ?cono3ics 6r!deE ntern!tion!l $in!nceE M!cro ?cono3icsE Micro ?cono3icsE Rur!l ?cono3icsE ,o-oper!tionE

De3o&r!phy4 Develop3ent Pl!nnin&E Develop3ent "tudiesE Applied ?cono3icsE Develop3ent ?cono3icsE Business ?cono3icsE Monet!ry PolicyE PublicPolicy ?cono3icsE Re!l ?st!teE Re&ion!l ?cono3icsE Politic!l "cienceE ,ontinuin& ?duc!tionE 9!bour Celf!reE PhilosophyE Psycholo&yE "ociolo&yE 6!@

Accountin&E Advertisin& Pro3otion M!n!&e3entE M!n!&e3ent nfor3!tion "yste3s (M")E Business 9!wE Public Responsibility ?thicsE

,o33unic!tionE Direct M!retin&E ?-,o33erceE #lob!l BusinessE .e!lth ,!re Ad3inistr!tionE 9!bour Rel!tions .u3!n Resource M!n!&e3entE

M!retin& Rese!rchE M!retin& 6heory Applic!tionsE 'on-Profit Or&!ni!tionsE Office Ad3inistr!tion/M!n!&e3entE Oper!tions Rese!rch/"t!tisticsE

Or&!ni!tion!l Beh!vior 6heoryE Or&!ni!tion!l Develop3entE Production/Oper!tionsE ntern!tion!l Rel!tionsE .u3!n Ri&hts DutiesE Public

Ad3inistr!tionE Popul!tion "tudiesE Purch!sin&/M!teri!ls M!n!&e3entE Ret!ilin&E "!les/"ellin&E "ervicesE "3!ll Business ?ntrepreneurshipE "tr!te&ic

M!n!&e3ent PolicyE 6echnolo&y/nnov!tionE 6ouris3 .ospit!lityE 6r!nsport!tion DistributionE Al&orith3sE Artifici!l ntelli&enceE ,o3pilers

6r!nsl!tionE ,o3puter Aided Desi&n (,AD)E ,o3puter Aided M!nuf!cturin&E ,o3puter #r!phicsE ,o3puter Or&!ni!tion ArchitectureE D!t!b!se

"tructures "yste3sE Discrete "tructuresE nternetE M!n!&e3ent nfor3!tion "yste3sE Modelin& "i3ul!tionE 'eur!l "yste3s/'eur!l 'etworsE

'u3eric!l An!lysis/"cientific ,o3putin&E Ob5ect Oriented Pro&r!33in&E Oper!tin& "yste3sE Pro&r!33in& 9!n&u!&esE RoboticsE "y3bolic $or3!l

9o&icE Ceb Desi&n !nd e3er&in& p!r!di&3s in !llied sub5ects

Anybody c!n sub3it the s-./ 0-of unpublished novelE ori&in!lE e3piric!l !nd hi&h u!lity 34s45306 7-38/95;s03


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1 KEY"ORDS:Abstr!ct 3ust be followed by ! list of eywords% sub5ect to the 3!@i3u3 of five 6hese should be !rr!n&ed in !lph!betic order sep!r!ted byco33!s !nd full stops !t the end

I MANUSCRIPT:M!nuscript 3ust be in BRITISH ENLISHprep!red on ! st!nd!rd A+ sie !ORTR"IT SETTIN !"!ER t 3ust be prep!red on ! sin&le sp!ce !ndsin&le colu3n with 3!r&in set for top% botto3% left !nd ri&ht t should be typed in = point ,!libri $ont with p!&e nu3bers !t the botto3 !nd centre of every

p!&e t should be free fro3 &r!33!tic!l% spellin& !nd punctu!tion errors !nd 3ust be thorou&hly edited

K HEADINGS:All the he!din&s should be in ! * point ,!libri $ont 6hese 3ust be bold-f!ced% !li&ned left !nd fully c!pit!lised 9e!ve ! bl!n line before e!chhe!din&

= SUB'HEADINGS:All the sub-he!din&s should be in ! = point ,!libri $ont 6hese 3ust be bold-f!ced% !li&ned left !nd fully c!pit!lised

-4 /64 /5>=4.4 94/4=-7 /64 /5>=4. REFERENCES:6he list of !ll references should be !lph!betic!lly !rr!n&ed 6he !uthor (s) should 3ention only the !ctu!lly utilised references in the prep!r!tion

of 3!nuscript !nd they !re supposed to follow H5353 S/=4 -. R4.4340*@@)% such !s !fter 7ohl (*)4 L,usto3er ;!lue4 A ,o3p!r!tive "tudy of Rur!l !nd 8rb!n ,usto3ers%L 6hesis% 7urushetr! 8niversity% 7urushetr!ONLINE RESOURCES

Alw!ys indic!te the d!te th!t the source w!s !ccessed% !s online resources !re freuently upd!ted or re3oved"EBSITES

#!r&% Bh!vet (>*)4 6ow!rds ! 'ew '!tur!l #!s Policy% Politic!l Ceely% ;iewed on J!nu!ry *% >*> http4//epwin/user/view!bstr!ct5sp


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=

EFFECTIVENESS OF RURAL MARKETING STRATEGIES ON BRANDED FMCGs: A CASE STUDY IN

KANYAKUMARI DISTRICT

DR. %. SREEDE%I

!ROFESSOR &RETD.'

DE!"RTMENT OF M"N"EMENT STUDIES

!ON(ESL) COLLEE OF ENINEERIN

N"ERCOIL

M. SUL"I!HER

RESE"RCH SCHOL"R

BUSINESS "DMINISTR"TION

M"NONM"NI"M SUND"R"N"R UNI%ERSIT)

TIRUNEL%ELI

ABSTRACTT2$ /%""%) % "2$ *-+') 3 %n"n#$ "% 4+%3 'n $)$+4$ '! ' 2#4$ *%"$n"' )'+5$" %+ )'n#'"#+$ 4%%! 'n !$+0$! n 'n #n*+$$$n"$ )'nn$+ n

"2$ -$'+! "% %)$. T2! "+$n 3%# *+%0$ ' *$+$nn' *%*#'"%n 0$n %+ F'!" M%0n4 C%n!#)$+ G%%! %)*'n$!. .A%+n4 "% ' +$*%+" /- N$!$n, "2$

In'n +#+' )'+5$" ! "**$ "% 4+%3 )%+$ "2'n "$n% "% USD 677 B%n /- 8789, *+$!$n"n4 ' 2#4$ %**%+"#n"- %+ F'!" M%0n4 C%n!#)$+ G%%! /+'n!. T2$

F'!" M%0n4 C%n!#)$+ G%%! 4'n"! n In' 5$ Hn#!"'n UnL$0$+, ITC, B+"'nn', N$!"$, P+%"$+ 'n G')/$ $". 2'0$ '+$'- *+%0$ "2$+ !'$! *$+%+)'n$n +#+' )'+5$"! 'n %n"n#$ "% $:"$n "2$+ !'$!. T2$ F'!" M%0n4 C%n!#)$+ G%%! %)*'n$! %0$+ "2$ -$'+! 2'0$ $0$%*$ 'n )*$)$n"$ +#+'

)'+5$"n4 !"+'"$4$! "% %0$+%)$ "2$ 2'$n4$! n +#+' )'+5$"!. T2$ )';%+ 2'$n4$! n +#+' )'+5$"! '+$ A3'+$n$!!, A%+'/"-, A0''/"- 'n

A$*"'/"- % "2$+ /+'n!. T2$ F'!" M%0n4 C%n!#)$+ G%%! %)*'n$! n$$ "% "'+4$" 'n 4'n "2$+ *+%"'/"- "2+%#42 #!"%))%Afford!bility(N0) !nd Accept!bility(N+)

T


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percent of the v!ri!tion in ?ffectiveness of rur!l 3!retin& str!te&ies is e@pl!ined by the esti3!ted "RP th!t uses Aw!reness% Av!il!bility% Afford!bility !nd

Accept!bility !s the independent v!ri!bles !nd R su!re v!lue is si&nific!nt !t level

6he Multiple Re&ression ?u!tion is

2 Q *IN **=KN> *1*N0 *+>N+

6he !bove eu!tion shows th!t the ,oefficient of Nis **>I represents the p!rti!l effect of Aw!reness on effectiveness of rur!l 3!retin& str!te&iesE holdin&

Av!il!bility% Afford!bility !nd Accept!bility const!nt 6he esti3!ted positive si&n i3plies th!t such effect is positive th!t effectiveness of rur!l 3!retin&

str!te&ies would incre!se by **>I for every unit incre!se in Aw!reness !nd this coefficient v!lue is si&nific!nt !t percent level 6he ,oefficient of N>is ***=K

represents the p!rti!l effect of Av!il!bility on effectiveness of rur!l 3!retin& str!te&iesE holdin& Aw!reness% Afford!bility !nd Accept!bility const!nt 6he

esti3!ted positive si&n i3plies th!t such effect is positive th!t effectiveness of rur!l 3!retin& str!te&ies would incre!se by **=K for every unit incre!se in

Av!il!bility !nd this coefficient v!lue is not si&nific!nt !t 1 percent level 6he ,oefficient of N 0 is *1* represents the p!rti!l effect of Afford!bility on

effectiveness of rur!l 3!retin& str!te&iesE holdin& Aw!reness% Av!il!bility !nd Accept!bility const!nt 6he esti3!ted positive si&n i3plies th!t such effect is

positive th!t effectiveness of rur!l 3!retin& str!te&ies would incre!se by *1* for every unit incre!se in Afford!bility !nd this coefficient v!lue is not si&nific!nt

!t 1 percent level 6he ,oefficient of N+is *+> represents the p!rti!l effect of Accept!bility on effectiveness of rur!l 3!retin& str!te&iesE holdin& Aw!reness%

Av!il!bility !nd Afford!bility const!nt 6he esti3!ted positive si&n i3plies th!t such effect is positive th!t effectiveness of rur!l 3!retin& str!te&ies would

incre!se by *+> for every unit incre!se in Accept!bility !nd this coefficient v!lue is si&nific!nt !t percent level

) FINDINGS 6he effectiveness of str!te&ies for Av!il!bility of Br!nded $M,#s in rur!l 3!ret is very low> 6he Afford!bility of Br!nds is r!ted hi&h in effectiveness of rur!l 3!retin& str!te&ies for those e!rnin& 3ore th!n Rs >%*** per 3onth

0 6he effectiveness of rur!l 3!retin& str!te&ies depends hi&hly on how best the ch!llen&es in rur!l 3!retin& !re 3et by the co3p!nies

( SUGGESTIONS1 6he $M,# co3p!nies should 3!e !v!il!ble of their products in rur!l 3!rets for convenient purch!se by rur!l consu3ers 6he 3!nuf!ctures c!n use

3otor bies !nd !utorish!s to supply their products in rur!l shops re&ul!rly bec!use the loc!l 3!nuf!ctures &ener!lly use 3otor bies to ensure re&ul!r

stoc replenish3ent

2 Only the hi&h inco3e (!bove Rs>*** per 3onth) e!rnin& consu3ers only find Br!nded $M,#s !fford!ble while 3ost of other consu3ers &o for low

priced spurious products 6herefore% the co3p!nies 3ust &ive due consider!tion in price so !s to 3!e the products !fford!ble to !ll c!te&ories! 6he co3p!nies should &ive i3port!nce to !l l +A:s while for3ul!tin& rur!l 3!retin& str!te&ies

CONCLUSION6he rur!l 3!ret h!s opened up hu&e opportunities to the 3!reters who need to fully underst!nd the dyn!3ics of rur!l 3!ret !nd convert their business

intent into str!te&ies th!t c!n sust!in !s well !s incre!se their penetr!tion into rur!l 3!rets 6he $M,# co3p!nies in this re&!rd need to pl!n 3ore inclusive

corpor!te str!te&ies with thrust on rur!l 3!rets 6he effectiveness of e@istin& 3!retin& str!te&ies h!s been 3ini3!l 6he 3!nuf!ctures% h!ve to therefore%

need to focus on the Av!il!bility of their products in rur!l 3!rets for convenient purch!se by rur!l consu3ers !t !n !fford!ble price 6his re-orient!tion 3!y

force the $M,# co3p!nies to re-ev!lu!te their 3!retin& str!te&ies

REFERENCES An!nd "en&upt!(>*)% 9ure of Rur!l ndi!% JR?""% ;ol% ssue0% Dece3ber >*% pno >< ++

> Ashf!ue Ah3ed (>*0)% SRur!l 3!retin& str!te&ies for sellin& products services4 ssues ,h!llen&es% Journ!l of Business M!n!&e3 "oci!l "cienceRese!rch%;ol>% 'o% pno11 I*

0 Devi Pr!s!d 7otni (>*>)% SProspects !nd Proble3s of ndi!n rur!l 3!ret% T?'6. ntern!tion!l Journ!l of Business ?cono3ics M!n!&e3ent Rese!rch%

;ol>% ssue0%pno>** >*0+ .!rpreet 7!ur "!ndhu(>*>)% ?3er&in& 6rends in Rur!l M!retin& in ndi!% ntern!tion!l Journ!l of M!retin&% $in!nci!l "ervices M!n!&e3ent Rese!rch%

;ol+% April >*>% pno *>) SA co3p!r!tive study of &rowth% ch!llen&es !nd opportunities in $M,# 3!ret% nterscience M!n!&e3ent Review% vol>% ssue 0%

pno>0 >=

K M!h!lin&!3(>*>)% A study on ,onsu3er Beh!vior tow!rds "elected $!st Movin& ,onsu3er #oods in ,oi3b!tore ,ity% ndi!n Journ!l of ?duc!tion !nd

nfor3!tion M!n!&e3ent% ;ol1% ssue % 'ove3ber >*>% pno 1** 1**K

= M!!r!nd 8p!dhy!y!(>**)% M!retin& in Rur!l ndi!4 6he nnov!tive "ellin& M!ntr!% AB.'A;% ;ol% ssue *% pno KK =+


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RE*UEST FOR FEEDB"CK

D453 R4543s

At the very outset% ntern!tion!l Journ!l of Rese!rch in ,o33erce% 6 M!n!&e3ent (JR,M)

!cnowled&es !ppreci!tes your efforts in showin& interest in our present issue under your ind perus!l

would lie to reuest you tosupply your critic!l co33ents !nd su&&estions !bout the 3!teri!l published

in this issue !s well !s on the 5ourn!l !s ! whole% on our ?-3!il


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ijrcm-4-IJRCM-4_vol-4_2014_issue-09-art-02