Kaushik Mandal

An Empirical Comparison between Societal Expenditure and Marketing Expenditure on Bank’s Performance

Marketing expenditure plays a crucial role in determining performance since promotion mix generates market shares and revenues for the brands. But, nowadays, the impact of promotional expenditure is appeared to be non-responsive to influence the revenue and profitability as the consumers are now having ample scopes of escaping advertisement. Moreover consumers prefer the products that are associated with some social cause. Hence the purpose of this paper is to compare the impact of societal and marketing expenditure on profitability. To attain the purpose, we have employed empirical results of various Indian banks by developing a model using profit after tax (PAT), societal and marketing expenses. In particular, we have considered log-linear model as it fits better for all the banks when compared with the linear model. Further, we have compared the profit elasticity between societal and marketing expenses. Finally, association between the profit performance status and the comparative profit contribution at equal expenditure has been tested by employing non-parametric χ² test and Cramer’s V. Result proves the efficiency of ‘expenditure in social concern’ compared to ‘Expenditure in traditional marketing tools’ and hence it suggests for adopting alternative route, that is, societal means of promotion for better customer connect.

An Empirical Study on Consumer Societalness and Perception towards Social Responsibility Activities of the Corporation

This study intends to measure the variation of societalness of the different segments of the consumers and their perception towards the corporate activity towards social responsibility. The present study also aims to explore the attitude of the consumer towards the corporate social responsibility (CSR) activities of the company. This article is based on a survey to evaluate the societalness and the perception of the consumers. A structured questionnaire was developed and administered to the respondents in the Durgapur City, West Bengal. Independent sample t-test has been employed to compare the means of the different groups in relation to measuring the significant variation in the degree of societalness among the consumers. The study reveals that responsible activities of the company favourably affect the consumers’ thinking and do augment their attitude positively towards it. Also, the results suggest that the knowledge of the responsible activities influences the perception of the consumer while taking purchasing decision.

Responsible Marketing and Its Impact on Business Performance: A Longitudinal Study

ABSTRACT This research article explores, analyzes, and justifies the requirement of socially responsible activities of the corporation in the light of alternative approach to marketing promotion. In fact, this research claims for more societal activity-based promotion (responsible marketing) in place of product driven advertisement-based marketing (traditional) only. Thus, this research refutes the combined impact of societal activities (donation and employee expenditure) and advertisement (Advertisement Expenditure) on business performance (Profit/Sales). This has been analyzed with longitudinal (time series) data for 15 year period of the available 9 companies in capitaline database. Appropriate methodologies in regards to time series data have been performed. The findings are thought-provoking since the evidence of combined effect is not that much visible, though its impact in comparison with marginal effect is quite more. Finally, to conclude this research refutes the utility of advertising as a means of promotion, but at the same time, it indicates the changing direction of advertisement content from product feature-based to more societal activity-based.

A Study on Effect of Industry Type & Perception of Power in Distribution Channel Using Randomized Block Design

The concept of power is very much essential in the context of distribution channel management. Channel principal uses different power dimensions to control the channel participants for effective and efficient fulfillment of companys overall objective. Literatures talks about six sources of power perception by channel members. Our objective is to evaluate the variation in terms of perceived importance of the various power sources among channel principals. Authors also appreciate the role of industry informing this said variation. Thus authors have planned to block the effect of industry by means of simultaneous measurement of two different factors like effect of variety in perceived importance of various power sources and industry effect on perception of power of channel participants. Authors have employed four industries of varying nature for this study and also employing randomized block design for this purpose. The result explains that perception of power varies with type of industry and due to difference in perceived importance of each power dimension.

Attractiveness Of The Indian Market In Comparison To Chinese Market: A Critical Analysis

This paper examines the attractiveness of Indian market keeping in mind the competitive role of the Chinese market. For doing so, multi-dimensional study has been undertaken covering economic, socio-human, infrastructure, communication, political and ethical aspects of these two countries. We further present SAW analysis for Indian market to depict the attractiveness potential and indicate the future path for strategic action.