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Business, Management and Economics Research

Online ISSN: 2412-1770
Print ISSN: 2413-855X

Quarterly Published (4 Issues Per Year)

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Volume 1 Number 1 May 2015

The Effect of Brand Equity on Consumer Behaviour: With Special Reference to Durable Products

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Authors: Alaka Samantaray
Pages: 6-13
Abstract

The strong brand equity value has turned into an exceptionally critical element that influences customers’ behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers’ behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman’s Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.

Innovation Practices of Small and Medium Scale Enterprises in Madurai Region, India - A Case Study

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Authors: B. Nagaraja Ganesh
Pages: 1-5
Abstract

This paper explores the determinants of innovation in small businesses from a survey covering fifty self-employed people in and around Madurai in India. Self-employed people running businesses with and without employees were included in the study and the types of innovation were differentiated. The business units selected were classified as small scale enterprises owing to their investment and capital structure. Though the units considered for the study are suppliers catering the needs of other industrial units their involvement in innovation practices and its impact is studied. The Education of the people running the business is considered as a vital factor as it has impact on the innovation practices and management style. The purpose of this study was to find out the major constraints in running small and Medium Scale Enterprises pertaining to innovation practice. The methodology adopted in this study was a random sampling of 50 self-employed people. The findings of the study indicated that the major barriers to implement innovation in small and medium scale enterprises are lack of infrastructure, financial deficiency, technical and professional constraints, and uncertainty regarding return on investment, inexperience and lack of awareness and need to practice innovation. The limitation of the study is that the sample size of small and medium scale enterprises selected was small to generalize the results.