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Influence of Celebrity Endorsement on Women Consumers Purchase Decision of Lifestyle Product - A Study with Reference to the City of Bangalore
Companies have been using celebrities to promote their product and entice the consumers to buy eventually. Since decades this strategy is used by the marketers extensively to attract the consumers to buy the products. Many studies have been done in this area of marketing and most of them talk about celebrity endorsement as a consumer attention seeker. This research talks about the consumer perception about the celebrity in the advertisement and how far do the huge amount of money pumped into celebrity endorsement can be justified? The questionnaires were given to 300 women falling in the age group of 20-40 years residing in the city of Bangalore. By analyzing the data, it strongly came out that celebrity endorsers do not have any effect on the women consumers purchase decision of lifestyle products in the city of Bangalore. It was found that even if the celebrity advertisements get the attention of the women consumer, it may not necessarily convert the attention into purchase decision which depends on many other factors like quality, quantity, experience, price etc. and also one of the most important variables, it depends on the type of product. As a whole the crores of money invested celebrity endorsements cannot be justified in terms of the returns i.e. it may or may not bring a positive impact on the buying behavior of the consumers. In chapter one, the study presents an overview of marketing and consumer behavior. It explains the marketing trends and it is in this century. Then the concept of marketing gave way to the concept advertising and celebrity endorsements. It also talks about celebrity and consumer perception. Chapter two discusses about the various literature reviews relating to the current study. Many studies are citied both by foreign and Indian researchers pertaining to the present study. However, all the possible studies relating to celebrity endorsements are cited. Journals, e-magazines and books were referred. Chapter three discusses about the Research design. The questionnaires were given to 300 women falling in the age group of 20-40 years residing in the city of Bangalore. The sampling technique used here is partially judgmental convenient sampling. Chapter four discusses the analysis and interpretation of the data collected for the research with the help of different statistical and analytical tool. Chi square, F-test and Anova are the statistical tools used for this study Chapter five talk about the findings, suggestions and conclusions for the study. Scope for further study is also given in this chapter. -
Second Language Learners problems in acquiring Reading and Writing skills in English: A Study at the Higher Secondary Level
This dissertation is the result of a study that aimed at identifying problems in Reading and Writing skills in English faced by students studying at the higher secondary level. The study, by way of a series of tests administered to students from three schools in Bangalore, and questionnaires administered to the teachers, along with interviews of the faculty, found that students faced problems in acquiring language skills, and the teachers certain challenges in imparting these skills to students. The sample consisted of 110 participants. It included three schools. The survey employed three research instruments for data collection: four tests, questionnaire and interview. By listening to the teachers through the interviews, and the evaluation of their caliber as teachers through the questionnaire, and through the results of the tests conducted for the students, the researcher was able to garner information that helped to make the dissertation more comprehensive by identifying the specific area that students face problems in and the reasons behind these problems. Based on the above-mentioned information, the researcher was able to propose a few suggestions for the learners, teachers and the management. The objective of the study was to motivate students and to develop an interest in English language learning so that they will be better-equipped to cope with the challenges of society in future. The results impelled the researcher to conclude that one cannot generalize that students from English medium schools would perform better. Students from the regional medium marginally out performed those of the English medium, and this was a surprising element of the study. This helped the researcher to understand that the role of the teacher in imparting skills is very important. It was noticed that if provided with better learning facilities, and adequate motivation, appreciation and encouragement, students from regional medium schools can do well on English language tests. -
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Gender Differences In Health Habits And Psychological Well- Being Among Early Adults
The concept of health is both complex and important. Health and its importance is one of the universally recognized concepts. The aim of the study was to explore the gender differences among early adults with regard to their health habits and their psychological well-being. Total sample consisted of 100 participants of whom 50 were men and 50 were women. The sampling technique used was random sampling. The age range was 18 -25 years. Health promoting lifestyle profile (HPLP), developed by Walker, Sechrist & Pender (1982). It includes both health-protecting (preventive) behaviors that decrease risk for illness and health-promoting behaviors that sustain or increase well-being, self-actualization and personal fulfillment. Health Behavior checklist was developed by the researcher to understand the patterns of health behavior on the dimensions of nutrition, physical activity, medical care, alcohol consumption, smoking and dieting and PGI General well Being Measure (PGI GWBM) Psychological well-being- PGI GWBM (English Version) by S.K Verma and A.Verma was used to assess the psychological wellbeing of early adults. This is a twenty item simplified test to measure positive mental health. Results showed that there are no gender differences in health habits among early adults. There were gender differences in psychological well-being among early adults. Correlation between health habits and psychological well-being was not observed. The results from the analysis of the checklist indicate some differences between men and women; more men were involved in external physical activity than women and women seemed to be not worried about their health and not visiting hospitals for checkups than men. Key words: gender differences, health habits, psychological well-being. -
A Comparative Study on Customer??s Expectations and Perceptions on Credit Card Services in Old and New Generation Banks
Card usages have been drastically increasing in India due to the convenience and safety provided by the issuers. At the same time, these issuers are finding it very hard to maintain and gain the market share for this particular service product. In the present scenario credit cards are playing a vital role in every one??s life. Thus, the study has attempted to find out the customer??s expectations and perceptions on credit card services in old and new generation banks. A sample of 225 respondents, who were the users of credit cards in the Bangalore city, was concentrated upon for the study. This was analyzed and tested using Factor analysis, ANOVA and Multiple Linear Regressions. The paper has found the factor the people are expecting more on card services and as well the factor where the users have perceived more. The gap was also analyzed between the expectations and perceptions of the users. The results from the study pointed out the factors the banks have to concentrate upon in order to delight its users and maintain its market share. Hence, businesses should focus on the factors analyzed so as to improve the quality of services provided on cards and to retain the customer base. Keywords: Credit Cards, Customer Expectations, Customer Perceptions,New Generation Banks and Old Generation Bank. -
The Experience of Divorce: The Emotional conflict and coping among divorced young adults
Divorce is the termination of marriage to a legally wedded marriage between a man and a woman. Divorce is fast becoming a common factor among young couples these days. Even though divorce is a way out for the struggling marriage, it is traumatic for most of the individuals who separate from their partners. This study is to capture the experience that every spouse goes through during and after divorce. The first two chapters explain divorce from the previous study undertaken to put into a perspective about the study on divorce. And the subsequent studies on coping and the consequences of coping by the divorcees. This study aims to focus on how they manage to cope and face their marital breakdown. Thereafter how they pick their lives and proceed with their new life after separation. The divorce experience of 12 males and females were recorded and explored through thematic analysis. The findings have indicated that the experience of divorce is traumatic and painful. It takes time for them to get over that bitter experience of divorce. The study highlights various coping strategies enabling the divorced to adapt to life after separation. Keywords: Emotional conflicts, Coping and consequences of coping -
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Pedagogic Use of Commercial Feature Film in Christ University Deanery of Humanities and Social Sciences
This thesis discusses the use of commercial feature film as a pedagogical tool in the classrooms within the Deanery of Humanities and Social Sciences of Christ University. It investigates the purpose of using films as pedagogy in higher education and the reasons behind its popularity among both teachers and students. Triangulation method was used for gathering data combining qualitative and quantitative methods such as pretesting posttesting, survey and in depth interviews. Information was gathered by using interview schedule and online questionnaires from teachers and students of the Deanery of Humanities and Social Sciences to analyze the plausible impact of feature films as pedagogy in subjects taught. The findings suggest that films are popular pedagogical tool and are effective if used along with discussions post screening. -
A Study on the Impact of Microfinance on the Members of the Self Help Groups in Karnataka State, India
The present study focuses on assessing the extent to which the Microfinance programs have been effective in bringing about the change it is supposed to in the state of Karnataka, India. Therefore, an impact assessment is suited to know the ground reality of these programs. The study takes into consideration the socio-economic variables in order to assess the over-all effect of the programs. Apart from interventions and influences coming from the Microfinance programs, there are also other factors that influence the effect. These other factors are largely associated with the location where these programs are conducted. Locations or Regions bring with it difference in culture, social, occupational and demographical aspects which are also taken into account the study. The study shows that there is a significant change in the socio-economic lives of the poor of the different regions of Karnataka. However, the results are not as impressive as they should have been. All in all, the impact of the microfinance programs exhibits a dull, or rather, yet-to-explore field, urging efforts to reach out more effectively to the rural poor. Keywords: Impact Assessment, Microfinance, Karnataka, Self Help Groups, Savings Accumulation, Consumption Pattern, Accessibility to Credit -
An Empirical Analysis of Consumer's Environmental Attitude and Purchasing Behavior of Green Product with Special Reference to Bangalore City
This study examines the consumers attitude and purchasing behavior of green product of Indian consumers. To meet this objective, a structured questionnaire has been used to collect the data samples of 300 respondents. The survey results obtained from Bangalore City provide reasonable support for the validity of the proposed model. The collected data has been filtered and found 261 valid data to carry out the data analysis to find the result and conclusion of this research study. The result of this study, consumers who have positive attitude about the environment are giving more importance to buy eco-friendly product (Green Product) and it is clearly observed that there is a positive relationship between the consumers environmental attitude and purchasing behavior of the green product. This study also outlines the green product categories and examines which category is more preference by the consumers with regards to their gender, age, occupation and income. The green product categories are Grocery Items, Health and Beauty, Apparel, Produce, Cleaning and Households, Pet Products, Meat/Fish and Poultry, Paper Products and Electronics and Appliances. Despite the age, gender, occupation and income differences, it is found that majority of the consumer preference to buy Electronics and Appliances and Health and Beauty products out of those green product categories. Even though they also buy other category of the green product but the counts are minimal as compare to Electronics and Appliances and Health and Beauty Products. Furthermore, this study also discusses the different factors that impact on buying decision taken by the consumers. This study specifically studied with three main factors that influence the purchasing decision of the consumer regarding the eco- friendly product. These are constant factor such as Price and Quality; Brand and Environmental Factors. -
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A Study on Parental and Peer Influence on Adolescent Health Risk Behavior
Adolescents are the future of the country. It is this period that they face several problems as it is a stage of exposure and experimentation. They get exposed to several practices like consumption of alcohol, Drugs, Tobacco and unsafe Sexual practice. These behaviours are often triggered by faulty parenting and bad peer influence. Hence this study is an attempt to know the proneness among adolescents to follow such health risk behaviours and how these behaviours are influenced by parent and peers. The study reveals that about 59% of the adolescents are into one or multiple health risk behaviours and it is parental monitoring and peer modelling which are significantly associated with the overall health risk behaviour.(p value <0.05). When it comes to specific health risk behaviour, we can see a significant association between peer modelling and health risk behaviour. Peer modelling is an influence proved to be there on all the health risk behaviours namely consumption of tobacco, alcohol, drugs and practice of unsafe sex. However it is evident from the study that it is boys who are significantly higher in number than girls with regard to the practice of health risk behaviours. Key Words: Adolescents, Health Risk Behaviour, Parental Influence, Peer Influence -
Gender Differences: Perception of Teasing and Body Image among Young Adults
The main focus of the current research is to determine whether perception of teasing has an influence on an individuals body image. Teasing related to weight may occur more often than many other types of teasing during childhood and adolescence. The study was conducted with a sample 100 under graduate students. The participants were in the age group of 18 to 21 years. The data was collected using teasing questionnaire-revised by Storch et al. (2004) and body image questionnaire by Cash (1994). 10 participants who scored high on teasing questionnaire were interviewed to further explore their teasing experiences and its relation to their body image. The results showed that there are no gender differences between teasing and body image among adults. Teasing seemed to be related to some of the domains of body image. Data from interviews show that peers and family were the major group of people involved in teasing. Teasing seemed to be having many consequences for the individuals results also indicate that teasing on ones appearance influences their body image. Key Words: Gender Difference, Teasing, Body Image and young adults. -
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Study of two-dimensional, all-time dispersion of a solute in a fluid-saturated porous medium
The effect of interphase mass transfer on dispersion in a unidirectional flow through a horizontally extent of infinite porous channel is examined using the generalized dispersion model of Sankarasubramanian and Gill [91]. The model brings into focus three important coefficients namely the exchange coefficient, the convection coefficient and the dispersion coefficient. The exchange co- efficient exists due to interphase mass transfer. The effects of reaction rate parameter, ? porous parameter, ? and Brinkman number, ??, on the veloc- ity and thereby the convective and dispersion coefficients are discussed. The time-dependent dispersion coefficient and mean concentration distribution are computed and results are represented graphically for various values of ? ? and ??. The results have applications in heat exchangers, petroleum and chemical engineering problems, chromatography and bio-mechanical problems. -
DETERMINANTS OF ORGANISATIONAL CITIZENSHIP BEHAVIOUR OF EMPLOYEES IN BUSINESS PROCESS OUTSOURCING SECTOR
Organizational Citizenship Behaviour is defined as the voluntary behaviour in which employees go beyond what is formally expected of them to contribute to the well being of the organisation and people involved in it. The present study investigated whether Big five Personality Traits and Psychological Contract have significant influence on Organisational Citizenship Behaviour of employees in Business Process Outsourcing Sector. Convenience sampling was adopted to administer the questionnaire (questionnaires were administered to the target sample from the business process outsourcing companies that gave permission, and through the online). Judgmental sampling method was adopted for deciding whom to administer the questionnaire. Employees must have worked for minimum 2 years in the present company to complete the questionnaire. 500 questionnaires were distributed and 381 fully completed questionnaires were compiled for analysis (76.2% response rate). In the present study the dimensions of Big Five Personality Traits ?? Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to Change, the Psychological Contract Variables - Relational Contract, Transactional Contract, Employer Commitment, and Employee Commitment, and the dimensions of Organisational Citizenship Behaviour- Altruism, Conscientiousness, Courtesy, Civic Virtue and Sportsmanship were measured on 381 employees of top 10 BPO companies listed by NASSCOM . The result of the present study indicated that extraversion dimension of Big Five Personality Traits had a significant influence on Organisational Citizenship Behaviour. Psychological Contract variables Relational Contract, Transactional Contract and Employer Commitment had a significant influence on Organisational Citizenship Behaviour. In this study we have analyzed the implications based on the results found. Some of the implications of the study were the BPO employees high on extraversion, may display more citizenship behaviours towards the organisation. The employees who scored high on the psychological contract measures may result in exhibiting voluntary behaviour towards the organisation. It is suggested for the future researchers to replicate the study to determine how the findings reported here correspond to the results of studies conducted in other work environments to ensure proper generalization. Future researches also need to consider the moderating influences of person and situation-based factors on the relationship between Big Five personality Traits, Psychological Contract and OCB. Additionally, researcher may consider the respondents position in future studies as findings. A dyadic response from both the managers and employees can be a better study to avoid bias and self rating. Key words: Organisational Behaviour, Big Five, Psychological Contract, Organisational Citizenship Behaviour, Human Resource Management.