srm management digest - 2011

559 Pages·2012·11.1 MB·English

SRM MANAGEMENT DIGEST - 2011

April - 2011 Volume: 9 ISSN 0973-6905
EDITORIAL
Greetings and wishes from the editorial forum of SRM
Management Digest to the readers. I am very happy to inform
you that this present issue of the Digest – 2011 is a special
publication and this comprises the selected research papers of the
“International Conference on Business Research (ICBR)2011”.
Editor: The ICBR was held in our SRM UNIVERSITY at Kattankulathur
Prof. Dr. R. Velu campus. It was held for two days ( January 20 & 21, 2011). In this
SRM School of Management
conference various international research papers were presented
SRM University
on functional areas of management, viz., finance, marketing,
Email: [email protected]
operations, human resource and general management. From
Mobile No: 09884091724
these research papers, selected papers are published in this digest
– 2011. And moreover, The SRM Management Digest, 2011 is
available to you online. You can access it through the web site of
SRM University. The address of web site is www.srmuniv.ac.in
in which when you select school of management you can notice
on the right hand side SRM Management Digest issues of three
years. You can down load the research papers and be benefitted.
Editor
SRM School of Management
Associate Editor: SRM University
Prof. Dr. Oliver Linton SRM Nagar, Kattankulathur - 603 203
London School of Economics Kancheepuram District
Telephone No:. [phone] / 27453903
SRM MANAGEMENT DIGEST
Volume: 9, April 2011
Annual and Blind Referred Digest of SRM School of Management
ISSN 0973-6905
Editor
Dr. Velu
© 2011 by SRM School of Management
SRM Nagar, Kattankulathur - 603 203
Kancheepuram District, Tamil Nadu, India
© All right reserved
A Note to Readers:
The views expressed in articles are the author’s and not necessarily those of SRM Management Digest,
SRM School of Management or SRM University, Authors may have consulting or other business
relationship with the companies discuss.
All right reserved. No part of the publication may be reproduced or copies in any form by any means
without prior written permission. The articles originally published in other magazines / journals are
reprinted with permission.
Published by
SRM School of Management
SRM University
SRM Nagar, Kattankulathur - 603 203
Kancheepuram District, Tamil Nadu, India
SRM MANAGEMENT DIGEST - 2011

April - 2011 Volume: 9 ISSN 0973-6905
Chief Editor
E
Dr. R. Velu
D Economics
I Associate Editor
T
Dr. Oliver Linton
London School of Economics
O
Referees
R
Dr. Jayashree Suresh
I
Dean, Strategic Business Management
A
Dr. R. Krishnaraj
L General Management
Dr. T. Ramachandran
Financial Management
B
Dr. Ravi Lochanan
O
Operations Management
A
Dr. A. Chandra Mohan
R
Human Resources Management
D
Dr. V.M. Shenbagaraman
Systems Management
Dr. Shanthi Venkatesh
Marketing Management

SRM MANAGEMENT DIGEST - 2011

April - 2011 Volume: 9 ISSN 0973-6905
Contents
A study on Consumer’s behaviour on purchase pattern of food products 10
in Salem District of Tamilnadu
Dr. S. Mahalingam & P. Arun
An empirical study : Farmers’ perception towards contract farming 18
S. Arunkumar , S. Gugananthan & N. Kaarthik
An ethnographic approach to understand conversations using 30
exploratory research for better brand communication
Prof. Prasanta Parida
Applicability of SERVEQUAL scale in Indian retailing 37
N. Udaya Bhaskar & Dr. B. Raja Shekhar
Consumers’ perception on Matching quality of celebrity 42
and brand features in advertisement
P. Raja & Dr. N. Mahesh
Customer loyalty on Telecom mobile 47
P. S. Rajeswari & Dr. P. Ravilochanan
Customer shopping experience in malls with entertainment centers in Chenni 52
D. Anuradha & Dr. Rangarajan
Drivers of new product success 59
Prof. K. Viayan & Dr. Jayshree Suresh
E-marketing in Pharmaceutical business 66
Ms. Sheeja, V. S., Indumathi & Dr. R. Krishnaraj
Emerging trends in the life style of apparel consumers in India 71
Ram Mohan, A., & R. R. Krishnaraj
Factors influencing retail investors attitude towards investing in equity stocks : 78
A factor analysis
Bennet, E & Dr. M. Selvam
Impact of social media on Global business 84
Dr. Sankaran & Ravikumar, T
Influence of children advertisements on Consumer decision making 89
Raghuram, J.N.V. & Prof. P. Ravilochanan
Customers’ attitude, satisfaction and potentiality of online shopping in Chennai 93
Dr. N. Mahesh & K. Sadasivan,
Rural producer and urban buyer 100
D. Subramaniam
Service quality gap in healthcare services in India – a bird’s eye view analysis 105
Dr, Y. Lokeswara Choudary & Dinesh Doha
The impact of FDI in retail, more advantageous 110
Rabi Jayakumar

A study of paradigm shift in management of capital in flows in 118
Indian financial system in the post-liberalization era
Anli Suresh
An empirical study – Consumers’ preference towards Unit linked Investment Plan [ULIP] 123
Arunkumar, S, Murali, R & Bharath, S
A comparative study between ANN - Arima and Hybrid of ANN and 134
Arima for predicting the Gold rates
Priyadarshini, E & Dr. A. Chandra Babu
Mutual funds – motivating factors behind investment 142
Rabika Begum & Dr. P. S. Valarmathy
Impact of Financial crisis on Indian economy – A strategic route map to future 148
Dr. Y. Lokeswara Choudary & Mr. Yaseen Masvood
Estimation of appropriate Lambda value for Indian markets 154
(money, sovereign debt, forex and interest rate swap market)
Natarajan, R & Dr. V. Balasubramanian
A study on cultural intelligence in Cross-cultural leaders 159
Kalailakshmi & Dr. S. S. Rau
The Impact of IT governance practices & human resources on business 163
– IT alignment – with reference to selected IT industries
Dr. Mu. Subramanian & Lakshmi Vishnu Murthy Tunuguntla
Monthly effects in Indian stock market 169
Nageswari, P & Dr. M. Selvam
Mutual fund investor education program – a study on the awareness, 176
response and impact among individual investors
Anila Mathews &Dr. P. Ravilochanan
Qualitative research in Vamana industries limited 181
Divakaran, N
An impact of knowledge management in IT industry 185
Shanmugam, R & Dr. K. Kalpana
Challenges and learning in human resource Management – 191
a study on customer service and employee
engagement in the Indian healthcare industry
Dr. B. Shivraj, Bharath, C & Dr. B. Rose Kavitha
Emotional recognition readiness and leadership 197
Kavitha Sethuraman
Human resource management socio-economic factors influencing 201
the success of women entrepreneurs in network marketing industry
Manjula Pattnaik & Balachandra Pattanaik
Impact of strategic HRM implementation on firm performance : 206
an empirical study on the Indian IT sector
Prof. Shameem, A
Analysis and awareness of IPR in India – a study among the graduates in Chennai city 211
Alfred Benjamin, Y. & Dr. Y. Lokeswara Choudary
Will transactional form of interdependence improve group effectiveness? 215
Dr. V.L. Narasimham
An overview of support services to women entrepreneurs 219
Sindhu, K.
Competencies required by entrepreneurs in emerging economies : 226
some research propositions
Manisha Karia
Determinants of income generation of women entrepreneurs through SHGs 233
Ms. Revathi Pandian & Karthick, D
Forecasting of land price at Madhavaram in Chennai metropolitan area 240
Sampathkumar, V &Helen Santhi, M
Predictive model for success of ERP implementation 247
Dr. K. Santhosh Kumar & Dhinakaran Samuel, R
A study on stress and anxiety among the two wheeler riders in Chennai city 254
Dr. G. Rajesh Kumar & Rajan Daniel
Vertical integration – emerging trends and challenges 271
Madhavi Latha Kanniganti & Dr. Ravilochanan, P.
A study on sources of fruit wastages in cold storage and 277
fruit processing industries in Tamilnadu
Arivazhagan, R. & Dr. Ravilochanan, P
An instrument for the measurement of vendor perceptions of 282
software quality in off-shoring
S.Sankaran, K. & Kannabiran, G
Factors contributing to perishability in traditional fresh produce distribution system 290
– a study on Tomato and Banna chains in Andhra Pradesh
Dr. G.V.R.K. Acharyulu
Panorama of a strategic alliance on arbitrator logistics – a peep into the Chennai Port trust 296
Venkatachalapathy, R &Dr. B. Balamurugan

Analysis of Quality work life and perceived public image among the Teachers of 303
Dindigul, Tamilnadu
Sabarirajan, A, Geethanjali, N. & Lavanya, D.
Creating ecological value : an evolutionary approach from business to business 309
Dr. G. Vijaya Kumar & S. G. Balaji
Exit interviews & their empanelment : the current scenario 315
Dr. M. Sureesh Baabu, Radha Mohan Chebolu & Balaji, S. G.
Mental health among private and public sector employees – a comparative study 320
Narayanan, R. & Dr. M. Syed Zafar
An empirical study on impact of demographics on buying behaviour of food 324
and grocery consumers in Punjab
Anupama Prashar
Brand valuation : an empirical study with special reference to Indian car industry 334
Dr. P. Natarajan & U. Thiripurasundari
Online performance appraisal system : an empirical study at BHEL piping centre, Chennai 340
Prof. Ponnaiah, V.M., Ms. Bala, R & Ms. Jonisha S. Jones
Knowledge management in ICICI bank and Bank of Baroda 345
Dr. Pulidindi Venugopal, Dr. P. Vijayakumar & Gandadhar, R
An empirical analysis on e-procurement for construction projects using e-RAs 349
Baladhandayutham, T &Dr. Shanthi Venkatesh
Chaotic behaviour of financial time series – an empirical assessment 367
Dr. Ravindran Ramasamy & Mohd. Hanif Mohd. Helmi
Eco system impacting entrepreneurial youth 376
Ramaraj, R & Raghava Simha, D
Effect of emotional intelligence intervention among software professionals 385
Nithya sankar & Dr. S. S. Rau
Emerging HR competencies 390
Dr. Mu. Subramanian & O. Sivaramakrishnan
Impact of activity based learning in Chennai city schools 398
Nandini Nagarajan & Dr. R. Krishnaraj
KPO as an emerging sector in India – Challenges, opportunities and the way out 402
Satheesh Babu &Dr. Lokeswara Choudary
Cloud computing trend to eco-friendly business 409
Vijayakumar, S & Saravanakumar, S. G.
Role of E-business in business 413
Asha Mathew

ERP solutions and hospitality industry 419
Dr. S. Govindarajan & Sandeep Mohanty
HGRID : An economical model for mass-health care system 426
using latest technology [GRID computing]
Kanchana Devi, S, Dr. S. Govindarajan & Uma Maheswai, K.M.
The influence of factors affecting repeat buying intentions : a study with reference 432
to super market
Joseph Mary Rahila & Ms. Vaishnavi
Emerging trends in IT / ITES markets 436
Dr. S. Govindarajan &F. Ezhil Mary Arasi
A study on Work life balance among service sector 442
Ms D. Maria Angelin Jayanthi & Dr. N. Santhi
Economic analysis of highway projects in India 449
Siva Kumar, T
The strategic role of corporate boards in organizational decision making 456
Hanoku Bathula & Sanjaya S. Gaur
NPA Management in public sector banks – a Case study with reference to 463
State Bank of Travancore
R. Balaji & Dr. Lokeswara Choudhury
MSME’s in hospitality sector – a study on problems and prospects of rural tourism 474
Dr. Lokeswara Choudhury, Chithra & Malar Vizhi
A study on supply chain operational performance of coconut oil industry. 480
Jacob Prathapraj and Reeves Wesley, J
Total quality management in single sampling for sequentially inspected manufacturing 487
processes that exhibit Markovian character
Dr. Nagajyothi & Krishnakumar
Impact of emotional intelligence [EI] on individual job performance : am empirical study 492
at selective BPO
Dr. Ramakrishnan
A study on cultural knowledge needed in cross-cultural environment 500
Savitha, L & Dr. Sheela Rani
A case study on best practices in management education with reference 503
to Karpagam University, Coimbatore Sudhagar,
Dr. Mahesh Narasimhan & Vetrichelvi
Back to Basics 510
Dr Jeyaraman & Ponnuswamy
Optimized multi-criteria decision in Supply chain organizations using AHP model – a review 515
Balaji & Dr. Lokeswara Choudhury
A Study On Factors Influencing Consumer Behaviour In Retail Industry 524
TR.Kalai Lakshmi & DR S.S.Rau

Attritition In Bpo Industry 543
S. Muthumani & M.L. Gnanadasan
A STUDY ON CONSUMER’S BEHAVIOR ON PURCHASE PATTERN OF
FOOD PRODUCTS IN SALEM DISTRICT OF TAMIL NADU
Dr. S. Mahalingam
Reader, BSMED, Barathiar University, Coimbatore
P. Arun
Research Scholar, BSMED, Barathiar University, Coimbatore
I. Introduction on food products goes up to 52.3%where as in urban
In the present scenario, purchase behavior of consumers area it declines to 39.4% .So there is a large change in
in India is different from one consumer to another consumer expenditure on purchasing behavior of food
consumer due to their change in personal, cultural, products in rural vs. urban area. Online purchasing is
social, environmental factors. These factors influence dramatically increased in the most of the urban areas.
the consumers while purchasing the food products. Due Consumers in India especially in urban area people like
to the influence of technology like print and TV media to purchase some of the food products through online
advertisement, the behavior of consumers in India because consumers are feeling that while purchasing
with respect to purchasing pattern of food products is food products in online time will be saved. One more
dramatically changing. Consumers are so concerned important factor that consumer feels is that while on
on price and then quality while purchasing the food purchasing through online we can buy products in other
products. According to NSSO (National Sample Survey country that may not be got in India
Organization) in the year 2004-2005 report monthly per
capita expenditure on food products for rural consumers 2. Research Objectives
goes up to 5.3% where as it is only 39.4% for the urban  To study overall profile of the consumers
Indian consumers. So there is a dramatic fluctuation  To analyze factors influencing the purchase decision
 To assess the store selection process of the
on purchase behavior of consumers in purchasing food
consumers.
products as rural consumer vs. urban consumers because
 To evaluate brand preference, brand loyalty among
of their cultural and economic changes According to
the consumer
NSSO (National Sample Survey Organization) in the
 To identify the major promotional tools attracting
year 2004-2005 report monthly per capita expenditure
the consumers on purchasing
on food products for urban consumers have fallen down
 To identify the overall individual attitudes of the
to 42.5% a and it shows a drop of 5% since the year
consumers towards purchase decision
2000.

3. Statistical Tools
According to NSSO year 2006-2007 report (63rd  Percentage analysis
round) MPCE (Monthly Per Capita Expenditure)  ANOVA-test
Table 1: General profile of the respondence
Gender Occupation Place
Profes
Male Female Total sional Worker Others Total Salem Omalur Kolathur Mettur Total
37 27 64 34 02 28 64 15 01 19 29 64
57.8% 42.2% 100% 53.1% 03% 43.8% 100% 23.4% 1.6% 29.7% 45.3% 100%
10