ROGE - Pune 2011 - The Academy of Business and Retail ...

More documents

Recommendations

Info

International Conference on the Restructuring of the Global Economy, PUNE 1-2 February, 2011 VIII. Manufacture Owned Brand Vs. Private Level Brand: where Does the Buying Wind Blow Isita Lahiri, University of Kalyani and Gairik Das, IISWBM, Kolkata, India Abstract Looking at the tempting growth of organized retail in India an increasing number of private label brands are competing to win over local and manufacturer owned brands for a larger share of the retail pie. Aapparel retailers like Shoppers Stop, Westside, Pantaloon, etc could popularize their private labels among bargainconscious consumers of urban centres appealing with lower price than comparable manufacturers' brands. In India, the market size for private labels is still very small, given the fact that share of organized retail is also very small in the market. According to In Store Consulting, a retail consulting agency, private label brands have low entry barrier, and as the costs of running the stores are going up the local retailers can bank on their own brands for a better margin. The present paper examines the factors influencing customer behavior to buy manufacturer owned brand versus private label brands in the organized retail apparel market in West Bengal. Based on a customer survey with the help of a standardised questionnaire, having been blended open ended and close ended questions, the paper also delves into the effect of demographics, product related attributes and non-product related attributes on customers behaviour to buy manufacturers owned brand and private label brands in the retail apparel market using various statistical tools according to the just and requirement appeared in the study. IX. Human Resource Management in Retail sector –A Conceptual Overview I.J.Raghavendra, M.Balani Reddy, K.S.Sarath Bharathi and B.V.Raghavendar – Prabhala P.G. College for Women, India Abstract The main activities of the process of Human Resource Management are Planning, Recruitment and Selection, Training and Performance. When retailers are applying the Human Resource Management process, the labor laws, diversity and employee privacy has to be considered. Retail is the largest industry in developed countries like United Kingdom, America and Japan. It is also playing a vital role in India. In 2009, the retail market in investments was 15 percent of total retailing. It is generating the level of employment as well as various economic activities in the economy. The main objective of this paper is to analyze the human resource management in retail sector such as product knowledge, market awareness and success of retail environment largely depends on the workforce. Given the kind of work hours and the pressures on performance, the retailer needs staff which is completely motivated. Staffs are a major resource in any business. This is particularly true in retail industry, which has a very large amount of employees and which provides a range of services to its customers. The retail human resource environment has its special features: a large number of inexperienced workers, long hours, highly visible employees, many part-time workers, and variations in customer demand. Those features also create difficulties to retailers. The type of business that the company is in determines the characteristics that are required of the workforce. In retail, human resources are at two levels. The first being the front end of the store level and the other, the management or the back office level. The type of competencies skill
International Conference on the Restructuring of the Global Economy, PUNE 1-2 February, 2011 sets and hence training required at various levels varies significantly. Perhaps, the most difficult aspect of a retail business to master is staff management and development. X. The role of perception of colors by consumers in consumer decison making process: A micro study of selected department stores / malls in Mumbai City, India Daivata Patil, University of Mumbai Abstract Color plays a significant role in triggering emotions in people. The current research proposes to study role of perception of colors in consumer decision making process. The study focuses on how the departmental stores/malls by using different colors/color combinations in logo, the name, the tagline, slogan etc. reach to their audiences. Do these colors specifically intend a meticulous message If yes then does the intension of marketers succeed or fail How are these colors interpreted by audiences and do they have a positive or negative effect on decision making How do consumers perceive these messages and eventually decide to make purchases into a particular departmental store/mall. Data collected from 50 respondents through a survey will be analysed both quantitatively and qualitatively. The sampling technique used is convenient sampling. XI. Relationship Marketing: Various School of Thought and Future Research Direction PaltoRanjan Datta & Omar Ogyeni - University of Hertfordshire, UK Dixon.G, Manchester Metropolitan University, UK. Abstract Relationship Marketing has emerged in business and academia over the past three decade as a new marketing school of thought which aims at building a long lasting bonded relationship with customers by identifying, anticipating and satisfying customer needs and wants profitably. The ultimate goal is to build trusted, committed, satisfied and informed long term partner through continuous value creation. Thus increasing customer loyalty and retention. It is the view of the researcher that CRM as an idea is still evolving. Although it was developed as a major source of attain organizational objectives (eg. Profit maximization etc) through the marketing route, the focus has now transcended to a holistic approach involving the organizational functions collectively. This has well been reflected in the writings of Gronroos over the years, and also Morgan and Hunt, Gummesson, Lancaster and Harket amongst others. Having said that, the researcher also consends that `communication` plays a vital role in building relational and transactional exchanges. Organisations these days have to be sensitive enough to what the customer thinks about them as an entity, rather than just the products. Customers will hesitate to be supportive of those organization without any involvement in community affairs as reflected in the vitally important concept of corporate social responsibility (CSR), and CSR is now a crucial sub function of communication, because it boosts company’s image and reputation. Morgan et al (2006) also pointed out the importance of CSR in relationship marketing. According to them customers will engage in relationship only with those organizations are socially responsible (Morgan
Page 1 and 2: ROGE - Pune 2011 International Conf
Page 3 and 4: International Conference on the Res
Page 11: International Conference on the Res
Page 37 and 38: NOTES _____________________________
Page 39 and 40: 2009 2010 January '09 February '09

ROGE - Pune 2011 - The Academy of Business and Retail ...

Create successful ePaper yourself

Delete template?

Save as template?