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ThesisItem Open Access Response behaviour towards branded agro-processed products(Department of Co- operative Management, College of Co- operation, Banking and Management, Vellanikkara, 2006) Prameela, V; KAU; Sakeer Husain, AThe study entitled “Response behaviour towards branded agro-processed products’ was undertaken with the following objectives: 1. To examine the response behaviour towards selected branded agro-processed products (BAPs) 2. To identify the factors influencing purchase decision and consumer choice 3. To compare the response behaviour towards BAPs of co-operative and private sectors The study was conducted in six wards of Kannur Municipality. From each of the selected wards, twenty five household consumers of the five selected BAPs viz., sambar powder, meat masala, rasam powder, pickle and jam were selected. Thus a total of 150 household consumers constituted the sample of the study. The study was based on primary data collected with the help of structured pre-tested interview schedule. Percentage, index, Kendall’s coefficient of concordance and Friedman test were the major statistical tools used for analysis. The study revealed that cent percent of the respondents consumed sambar powder and pickle while majority of them consumed meat masala (96.67%), jam (90.67%) and rasam powder (86.67%). Among the respondents, majority purchased packed branded items. ‘Easy availability’ and ‘convenience’ were the major reasons for the use of the selected BAPs. ‘Dinesh’ was the most known brand among the respondents in the case of all selected BAPs. Advertisement in the electronic media was the major source of awareness about the selected BAPs. ‘Super market’ was preferred by the respondents as the major source of purchase. ‘Dinesh’ was the major brand preferred and used by the respondents in the case of curry powder and pickle, while ‘Happy’ was the most preferred and used brand in the case of jam. ‘Brand loyalty’ was found to be very high among the users of the selected BAPs. ‘Belief in the quality of the products’ supplied by the store was the main reason found for the store loyalty of the consumers. ‘Product features’ and ‘advertisement’ were the important factors that influenced the purchased decision of all the BAPs. ‘Taste’ and ‘freshness’ were the important product features that influenced consumer choice. No significant difference was found between the co-operative and private brands of selected BAPs with regard to factors and product features influencing purchase decision and consumer choice. Any way the consumers were more satisfied with ‘availability’ and ‘quality’ of the products of co-operative and ‘availability’ and ‘taste’ of the products of private organizations. In general consumers were satisfied with the products supplied by both co-operative and private organizations. However, the selected BAPs of co-operative organizations were found to be comparatively better when compared with private products except in the case of jam.ThesisItem Open Access Comparative study of marketing strategies of co-operativfe public and private sector units in handloom industry in Kerala(Department of Rural Marketing Management, College of Co-operation and Banking, Mannuthy, 1989) Xavier, K I; KAU; Rajan Nair, N‘A Comparative Study of Marketing Strategies of co – operative, Public and Private Sector units in Handloom Industry in Kerala’, is aimed at assessing the effectiveness and relative merits and demerits of various marketing strategies followed by Hantex, Hanveev and private sector firms and price spread of selected fabric under different marketing channels. The sampling frame consists of Hantex, Hanveev and our private sector firms each from Trivandrum and cannanore districts. A consumer panel of 75 consumers each was selected from urban and rural areas to study the attitude of consumers on the marketing strategies adopted by the sample units. The attitude was measured using Likert scale. Price spread was analysed by collecting data from ten primary societies, five retail shops, and five hawkers after identifying seven different distribution channels. All the samples were selected randomly. The various marketing strategies, viz., product, price, promotion and distribution were analysed. It was found that majority of the sample units were not in the practice of using these strategies. Even where these strategies were found in vogue, they locked scientific basis as is evident from the conspicous absence of market segmentationThesisItem Open Access Impact of promotional strategies for consumer non-durables on rural markets(Department of Rural Marketing Management, College of Co-operation and Banking, Mannuthy, 1995) Rajesh, P; KAU; Mathew, P CThe study entitled impact of promotional strategies for consumer non durables on rural markets was conducted with the following objectives. 1. To assess the responses of rural consumers towards promotional strategies, with special reference to consumer non durables. 2. To analyses the socio economic factors that influence the responses of consumers towards promotional strategies, and 3. To measure the relative effectiveness of different promotional strategies in rural markets. The study was carried out in the villages of Chokkad, Padinjare Vemballur and Kannambra II in the districts of malappuram,, Thrissur and Palakkad respectively. The field survey was conducted during August-October 1994. Specific reference was made on the response behavior of consumers towards the promotional strategies of four consumer non durables of common use, Viz, toilet soap, tooth paste, detergent and fabric whitener. Bivariate tables, percentages, influence indices and multiple regression model were used to analyse and interpret the data. All the major media – print, electronic, cinema and display – had fairly good reach in the villages. The respondents had high awareness of advertisements and commercials cast through the different media, but less awareness of other means of promotion. Advertisements and commercials have imparted the brand knowledge. Their recall rate of advertisements and commercials was high, reinforcing their awareness level. Though a good percentage of the respondents were influenced by advertisements and commercials, such influence was not high. Among the different promotional strategies, however, radio commercials had more appeal among the rural consumers, mainly because of the high reach of radio. The measure of relative effectiveness of different promotional strategies was also in support of radio commercials. While display advertisements and cinema commercials commanded very low influence, consumer promotions like price cuts and gifts, and point-of purchase promotions had little role in generating brand interest and purchase. Although advertisements and commercials were remembered well, they were not found to make any reminder effect on rural consumers by inducing second and subsequent purchases. There were high cases of brand shift among the respondents, but promotion was not a major factor that led to such shift. Contrary to common belief, socio-economic variables such as age, sex, education, income and occupation did not have decisive roles in the response behavior of rural consumers towards promotional strategies.