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Referring to Table II, data also revealed geographical variation in female condom usage. FSWs in the statewith low incidence of HIV/AIDS, i.e., West Bengal, reported the highest usage of FCs among the FSWs,while the other four states, with a high incidence of HIV/AIDS, showed substantially lower usage. Webelieve the variation by state is a reflection of two factors. First, and probably the most important factor,could be the effort by the Durbar Mahila Samanwaya Committee to unionize Kolkata-based Sonagachisex workers. As part of the unionization process, FSWs forced male clients to wear condoms (Bhaumik,2005). This factor could have played a role in the increased usage of female condoms as well. All fourstates of Maharashtra, Tamil Nadu, Andhra Pradesh, and Karnataka have witnessed extensive HIV/AIDsprevention and condom promotion efforts by NACO and the Bill and Melinda Gates Foundation, alongwith many state and local level community-based organizations. While these efforts have increasedawareness of male condoms, FSWs face barriers. The unionization of FSWs remains low in these fourstates.------------------------Table II about here------------------------Degree of mobility may also have influenced the variation in female condom use. Our datarevealed that FSWs moved to at least three different locations, at least one or two locations outside beingthe district in which they were interviewed. FSWs move to maximize trade opportunities but greatermobility makes them vulnerable to poor ability to negotiate, resulting in lower accessibility to and usageof condoms.Discussion and managerial implicationsReferring to the McKenzie-Mohr (2011) study, we urge social change managers to devise strategies thatpromote benefits (cell 3) from the desired behaviour in addition to highlighting the negative consequencesof the current behaviour (cell 2). Thus, there is a need for a paradigm shift to switch focus from a cell 2 toa combination of cell 2 and 3 change strategy. Additionally, when the benefits from the desired behaviourfail to excite the target group, it is necessary to target a more responsive audience and improve the chancesof behaviour adoption by introducing a substitute social product, thereby reducing the barriers to thedesired behaviour (cell 4). We explored both of these issues by understanding the benefits obtained fromfemale condoms and incremental benefits from the use of female rather than male condoms by FSWs.In our study, FSWs reported that their colleagues offered better support to female over male condoms, thatthe marketing strategy was superior, and that the male clients had a positive attitude to the femalecondoms. All these factors had a positive influence on the frequency of female condom usage. Theattractiveness of the marketing strategy and the client attitude were the strongest influencers, confirmingthe understanding that a good social marketing strategy can play a pivotal role in enhancing theeffectiveness of the campaign. While promoting a newer version of a social product, it is helpful tohighlight its superiority over the existing version, something neglected in the past. This may be necessaryto reduce perceived barriers (raised by the current social product), enhance environmental support,improve customer attitude, increase product use, and increase the effectiveness of the social marketingcampaign. The female condom promotion campaign among FSWs in India should also be tailored to ageand level of mobility.The study findings could be generalized to other social contexts in which a social product already existsbut in which the campaigns have been less successful in promoting desired behaviours. In those instances,it would be useful to think of new social products that will be perceived as superior to the existing ones.These include the promotion of a healthy diet that is tasty, conveniently available, and reasonably pricedover the existing bland, expensive, and inconveniently available healthy diet, scientifically-based weightmanagement strategies that are more effective and less harmful, more effective techniques of smokingcessation (patch and pills) over cold turkey, and so on.ReferencesBhaumik, S. (17 September 2005), "Indian sex workers demand rights", BBC News, available at:
http://news.bbc.co.uk/1/hi/world/south_asia/4256412.stm (accessed 23 August 2011).Dandona, R., Dandona, L., Gutierrez, J. P., Kumar, A. G., McPherson, S., Samuels, F., Bertozzi,S. M. and the ASCI FPP Study Team (2005), ―High risk of HIV in non-brothel based female sexworkers in India‖, BMC Public Health, Vol. 5, pp. 87, doi:10.1186/1471-2458-5-87.International Institute for Population Services (IIPS), Macro International, and Ministry of Healthand Family Welfare, Government of India (MoHFW) (2007), National Family Health Survey(NFHS-3). 2005-06, India. Mumbai: IIPS and MoHFW.Kerrigan, D., Ellen, J. M., Moreno, L., Rosario, S., Katz, J., Celentano, David D. and Sweat, M.(2003), ―Environmental-structural factors significantly associated with consistent condom useamong female sex workers in the Dominican Republic‖, AIDS, 17, 415–423.McKenzie-Mohr, D. (2011), Fostering Sustainable Behavior: An Introduction to Community-Based SocialMarketing, New Society Publishers: Gabriola Island, B.C.Rothschild, M. L. (1999), ―Carrots, sticks, and promises: A conceptual framework for themanagement of public health and social issue behaviors‖, Journal of Marketing, Vol. 63 No.October, pp. 24-37.Wang, Y., Li, B., Song, D.-M., Ding, G.-Y., and Cathy, E. (2007), ―Power relation and condomuse in commercial sex behaviors‖, Biomedical and Environmental Sciences, 20, 302-306.
Page 1 and 2: Proceedings2012 ACADEMY OFINDIAN MA
Page 3: Anna-Lena Ackfeldt and *Neeru Malho
Page 6 and 7: A few studies have explored audienc
Page 10 and 11: Table I.Descriptive statisticsMean
Page 12 and 13: Developing a Conceptual Framework f
Page 14 and 15: 1. IntroductionLuxury has its origi
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Page 46 and 47: DiscussionThe key insights from the
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Impact of Sensory Branding on Consu
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were selected by the consumers with
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Reaction to Advertisements and Bran
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„service‟ as ―an act or perfo
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proposed attributes that customers
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There are some limitations inherent
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SERQUAL Scale‖, Journal of Retail
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capabilities for stakeholder engage
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arrived at a consensus. Independent
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different levels of government to p
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NGOs and CBOs. In addition, the cor
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the information generated at each l
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A nation‘s capacity embodies the
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―…there is a lot of good work b
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manifested in many forms. Following
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Grindle, M. 1996. Challenging the S
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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