International Conference on Sustainable
Marketing Strategies - Issues and Challenges
Department of Management Studies Manonmaniam Sundaranar University
Technical Co-Sponsor
Proceedings of International Conference on Sustainable Marketing Strategies - Issues and Challenges
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i
About Manonmaniam Sundaranar University (MSU)
Manonmaniam Sundaranar University (MSU), named after the famous Tamil Scholar Professor P. Sundaram
Pillai, was established on 7 September, 1990 to cater to the long felt needs of the people of the three southern most
districts of Tamil Nadu namely Tirunelveli, Tuticorin and Kanyakumari. The University has under its jurisdiction 61
affiliated colleges, 5 Mano Colleges and 1 Constituent College, with 65,000 students on rolls. These colleges, amongst
which three are over 100 years old (St. John’s College, M.D.T. Hindu College, Sarah Tucker College, the oldest women’s
college in the state), have contributed decisively to the cause of higher education of this region
There are 24 academic departments in the University. Sri Paramakalyani Centre for Environmental Sciences
functioning at Alwarkurichi is an illustrious example of University-Industry collaboration while the Centre for Marine
Science and Technology at Rajakkamangalam is breaking new ground in Coastal Area Studies. All the University
departments are receiving research projects from several funding agencies in India, Europe, USA, Japan and UNO. The
University Library has rich collection of books and journals on a wide range of subjects. The courses offered by the
University have been designed keeping in mind the changing times and the emerging needs of the region. The University
offers post-graduate, M.Phil. and Ph.D. programmes (part time and full time). MSU is the first to offer Choice-Based Credit
System. The University’s National Service Scheme and Youth Welfare Department provide opportunities for the students
to develop their overall personality.
The University Grants Commission, New Delhi, an apex higher education body of the Union Government, has
accorded its approval for getting financial assistance since 29 March 1994. The University has been reaccredited by
National Assessment and Accreditation Council of India with B. The University Act authorizes the functioning of
Directorate of Distance and Continuing Education outside the university jurisdiction and the courses offered through this
mode are recognized by the Distance Education Council of India. The concept of community colleges, being experimented
under the aegis of a special wing, offer diploma courses of one year duration to those interested in entrepreneurial
enterprises and the Extension Learning Programme run by this wing also offers diploma and certificate courses on skill
development.
iii
About Department of Management Studies (DoMS)
The Department of Management Studies of the Manonmaniam Sundaranar University (DOMS-MSU) commenced
its services to the student community at the dawn of the 21st century (2001) to cater to the long felt need for a
Professional course in Management Studies in this southern tip of the country which marches towards growth and
stability. Situated in a serene environment, this department housed in a sprawling Si. Pa. Aditanar Centenary building is
proud of having blessed with an experienced Faculty and excellent infrastructure.
The department is equipped with a computer lab connected with Internet through VSAT, a library stacked with
the latest books on the various functions of Management. The students are provided with a good learning environment
through these facilities in addition to the well ventilated and spacious classrooms. This department takes all steps to
provide the students a pragmatic fusion of theory and practice by the constant Industry Institute Interaction through
regular Industrial visits and Experience sharing by eminent Industrialists in our air – conditioned seminar hall. The
Department of Management Studies (DoMS) family is proud of its proactive activities in almost all Academic Endeavors.
The well recognized and acclaimed management program (MBA) of this University is a Two year – Four
Semester course with a unique Choice Based Credit System designed to provide the attitude to learn to learn, the
knowledge about various functions of Management and the skills of a professional manager. This is achieved through six
courses in each semester in the classroom and two projects in Industry to have a hand on experience in managing various
resources of an organization. Various electives in all functional areas of management are offered to the students in order
to facilitate their choice of a right career. Also other courses offered by the departments are MBA (Finance), MBA
(Shipping & Logistics), M.Phil (Full Time) and PhD (Full Time and Part Time).
Our Admission policy is very transparent. We take up the TANCET scores (Conducted by Anna University,
Chennai) and give a weightage of 80 percent in the selection process. This forms the objective part of it. Moreover, the
academic performance of the candidate is not neglected either. We have fixed 50 percent marks in the qualifying degree
as the minimum marks and to ensure social inclusiveness, it is 35 percent for SC and ST candidates. The other 20 percent
marks are equally divided between Group Discussion and Personal Interview. We also follow the Tamilnadu
Government’s reservation policy.
v
© 2012 Bonfring
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vii
Preface
There is a long felt gap in the academia that, Is there any correlation between
the students’ curriculum and the industrial practice. The reasons for raising
this question may be changing technology, changing customer preferences,
availability of variants in the market, entry of foreign brands, role of
government , etc. this could be the major reason to conduct conferences by
inviting people from various professions on the specified themes. An
“International conference on Sustainable Marketing Strategies – Issues and
challenges” ICOSMS2012 was organized by the Department of Management
Studies, Manonmaniam Sundaranar University, Tirunelveli on August 24-25,
2012 which brought people from Academia and Industry to discuss the
possible sustainable marketing strategies that can be followed by all
stakeholders of the business entity. From the received 116 extended abstracts,
76 were scrutinized for presentation. Finally 53 papers were selected for
publication in this proceeding.
ix
Foreword
Dr. A.K. Kumaraguru, Vice Chancellor,
Manonmaniam Sundaranar University, Tirunelveli, TN, India.
I am happy to know that the Department of Management Studies is organizing an
International conference in Marketing on “Sustainable Marketing Strategies – Issues and
Challenges”. The theme which is taken for the discussions is very apt to the today’s
business scenario, where we could witness heavy competition among the products and
choices. It is inevitable for any company to innovate their business practices in order to
overcome the challenges. At the same time, I believe that the company should not forego
the environmental damages. Recently any country’s development is rated on the basis of
carbon trading factors and adoption of energy efficient technologies. Under these
circumstances, I believe that the theme of the conference is vital for all of us.
As an environmentalist, I feel that the impediments to become an environment
friendly citizen are many, for which the awareness, socialization process and education
towards environmental concern should be provided immediately. The role of the academia
is vital in this regard.
At this juncture, I extend to the faculty members of the Department of Management
Studies my sincere and good wishes for their efforts to make this conference happen in the
real sense.
Changing is the only strategy left to cope up with the change, so let us change. Let us
adopt sustainable lifestyle to save the future.
xi
Foreword
Dr.B. Rajasekaran, Professor & Head,
Department of Management Studies, Manonmaniam Sundaranar University,
Tirunelveli, TN, India. E-mail: [email protected]
Environmental issues and challenges for sustainable development have an
increasingly international dimension. Adoption of sustainable practices is the order of the
day.
Sustainable thinking in corporate strategies to address the growing challenges with
positive outcomes of improved social and corporate environment will alone lead to
sustainable development.
Marketers have to assume a more responsible role for sustainable development.
Though Green Marketing focuses on undertaking all marketing activities for
protecting the environment, it must ensure that the future generations inherit the natural
environment in the same state or better as inherited by the previous generations.
This calls for wide debate on the role and responsibilities of all stake holders to
identify the issues, challenges and strategies. We, at DOMS-MSU preach and practice green
principles since its inception. We want to make sure that sustainability is every body’s
concern and responsibility.
The International Conference on Sustainable Marketing Strategies-Issues and
Challenges-2012 will explore the strategic options for sustainable development. I strongly
believe that the outcome of this conference will provide significant inputs to the policy
makers.
I wish the conference all success.
xiii
Foreword
Dr. P. Ravi, Assistant Professor,
Conference Organizing Secretary – ICOSMS2012, Department of Management Studies,
Manonmaniam Sundaranar University, Tirunelveli, TN, India.
E-mail: [email protected]
Wherever we go, wherever we look, and whatever we talk nowadays is about
sustainable business practices, environmental friendly products, green marketing,
alternate sources and reengineering of minds. Corporate have started claiming that they
are competitive by focusing on their environmentally conscious practices, customers have
started thinking about preferring green products, Internal customers started cherishing
their organization’s environmental practices, architects started and implementing
environmental friendly designs and more so the Governments started considering the
environmental friendly proposals. Having said the prevailing practices the Department of
Management Studies thought about considering this academic year 2012 to be
environmental friendly year. Many events are planned and conducted to propagate the
environmentally friendly messages during this academic year. One of the major themes
that we proposed is to conduct the conference on “Sustainable Marketing” through 3D
approach. 1D is to deliberate the messages during the plenary sessions of this “Conference
on Sustainable Marketing Strategies - Issues and Challenges” which is to be conducted
on 24 and 25, August 2012 by inviting delegates nationwide. 2D is to discuss the ideas
during paper presentations and 3D is to disseminate the outcome of this conference
through conference proceedings which will be published by “Bonfring Publications” with
ISBN specifications. The idea is to convey this message to the public and the target groups
for their ultimate benefits. We believe and also live by the note “If one person changes, the
world can be changed”. With this confidence, we have initiated this conference to share our
ideas. Come let’s change the world. Everything is possible.
xv
CONTENT
S. No. Title/Author Page No.
01 The Impact of Employees’ Training on Green Marketing in Hospitality Industry -
A Conceptual Paper
Renju K. Mathai
01-04
02 Conceptual Framework of Factors of Supply Chain Uncertainties and Their Impact
on Green Logistics
S. Ramani and Dr.S. Premkumar
05-12
03 Principals’ Perception of Quality Factors in Implementing TQM in Higher
Education Institutions
Ramakrishnan Venkatesakumar and P. Thillai Rajan
13-18
04 Influence of Cost of Health-Care on Patient Satisfaction: A Study on Hospitals at
Burdwan and Siliguri, West Bengal
Anirban Majumdar and Madhurima Bose
19-26
05 Sustainable Marketing Strategies
D. Swapna
27-33
06 Developing Micro-Entrepreneurship a Strategy to Sustain in the Unserved Market
Dr.G. Magesh Kuttalam
34-36
07 Eco- Friendly Environment and its Impact
Dr. Joseph Sebastian Thekedam and Anish Joseph Stephen
37-39
08 Sales Force Competency Mapping for Organized Retailing Industry with Reference
to Madurai
Dr.M. Ezhilarasan and D. Sangeetha
40-44
09 A Study on the Householders’ Perception about Solar Energy
G. Madan Mohan
45-49
10 Visual Management in Customer Satisfaction – What Get’s Measured Gets
Improved
Dr.S. Franklin John and R. Ganesh
50-53
11 Influence of Eco Effect in Marketing
J.J. Baiju
54-56
12 Celebrity Endorsement Impact on Consumer Impulse Buying Behavior in Rural
Area
M. Naresh Babu and Dr. K. Lavanayalatha
57-60
13 Green Marketing: A New Approach to Environmental Sustainability
D. Porkalai and K.C. Deepthi
61-64
14 Business Approaches to Bring Sustainable Consumption Pattern among Consumers
M.C. Saravana Kumar and Dr. R. Rajendran
65-66
xvi
15 An Investigation of Green Practices of Selected FMCG Companies in India
P. Kishore Kumar and Dr. Byram Anand
67-70
16 Marching Towards Green: Influence of Workplace Diversity in Marketing
Strategies
D. Ramadevi and Dr.S.A. Senthil Kumar
71-74
17 Evaluation of Bio-Medical Waste Management Protocol at Dr. B. L. Kapur
Memorial Hospital, New Delhi
Dr.B. Rajeswari
75-81
18 Practice of Six-Sigma for Effective Management in Educational Institutions
S.N. Selvaraj
82-85
19 Green Products and Consumer Awareness – A Study
Dr.E. Raja Justus and Dr.C. Sathya Kumar
86-88
20 Fabindia: How Sustainable Strategies Built the Business
Dr. Kumudha and C.R. Shiv Kumaran
89-93
21 Sustainable Marketing Strategies
R. Sangeetha and Dr.S.A Senthil Kumar
94-98
22 A Study on Customer Loyalty in E-Retailing with Reference to Selected Retail
Stores in Coimbatore District
Dr.D. Mahesh, S. Leo Fantin Nathan, R. Dharmaesh and Syed Mohammed Koya
99-106
23 Customer Experience as the Sustainable Strategic Differentiator in Retail Banking
with Special Reference to IOB, Trichy City
K. Vinoth, G. Karthikeyan and R. Ramkumar
107-111
24 An Analytical Study on Customer’s Attitude and Preferences towards Khadi and
Village Industrial Products in the Coimbatore City
Dr.B. Balamurugan and C. Kalaimannan
112-116
25 A Study on Buyer Behavior towards Baby Food in Sivakasi
Dr.R. Manohar and K. Kohila
117-121
26 A Study on Marketing Intelligence System among the Pharmaceutical Distributors
in Tirunelveli
A. Thangaraja
122-125
27 A Study on Advertising Media Selection Strategies for Girls and Female
Consumers in Tirunelveli City
S. Shahul Hameed
126-130
28 ULIP-A Policy for Balanced and Sustainable Development: A Preference Study in
Rural Market
A. Jafar Sathic and Dr.N. Rajalingam
131-133
29 A Empirical Study on Awareness of Environmentally Friendly Products (EFP) on
Fast Moving Consumer Goods (FMCG) in Tirunelveli City
L. Rajeshkumar
134-137
30 Greening Supply Chain: A Step Towards Sustainability
A. Dharma Perumal
138-142
31 A Study on Finding the Effective Media for Public Service Advertisements in
Thoothukudi District
D. Berlin Sofia
143-146
xvii
32 Online Share Trading-A Sustainable Market Development Tool
A. Mariammal and Dr.N. Rajalingam
147-151
33 A Study of Private Maternity Hospital Services in Sivakasi
Dr.R. Manohar and E. Subbulakshmi
152-155
34 Newer Horizons of Sustainable Marketing
A. Suresh John Kennedy and Jeena Bell
156-161
35 Sustainable Marketing Strategies – Issues & Challenges
A. Seshachalam and M. HariHaraSudhan
162-164
36 The Role of TNPL in Exploring the Possibilities of Sustainable Environmental
Protection
Dr.V. Darling Selvi
165-169
37 Motivation of Tourists and Satisfaction in Kanyakumari District
D. Sree Devi
170-174
38 Issues and Challenges of BSNL Landline Services to Maintain Sustenance Market
in Kanyakumari District
Dr.A. Merlin Thanga Joy and R. Melba Kani
175-181
39 Relationship Marketing in Private Engineering Colleges (A Study with Reference
to Performance Indicators)
G. Sujin
182-185
40 The Journey of Traditional Marketing to Interactive Marketing and its
Sustainability
S. Ajitha
186-188
41 A Study of Customer Attitude towards Banking Technology in Tirunelveli
A.S. Anandhi
189-192
42 Sustainable Marketing Strategies - Eco Labeling
S. Esakkiraj
193-194
43 A Study on Acceptance of Awareness to Sustainable Marketing Strategy by Initial
Public Offering (IPO) Companies
B. Selvakumar
195-200
44 A Study on Environmental Marketing and Consumer Behavior
M. Mary Shylaja
201-203
45 A Study of Service Quality of Reliance Life Insurance
I. Babitha Begam
204-208
46 Consumers and Khadi Products in Kanyakumari District
C. Suseelan
209-213
47 The Organizations in the Path of Green Marketing
G.V. Jackulingini
214-218
48 A Study on the Women Self Help Groups and its Role in Ecologically Friendly
Products Production
A. Arockia Fathima
219-222
49 A Study on Present Scenario of Customer Relationship Management in State Bank
of India Thin gal Nagar Branch
V. Ancelam Xavier Jose
223-225
50 Marketing Modifications in 21st Century
H. Brintha
226-227
xviii
51 Adopting Sustainable Business Practices as an Effective Marketing Strategy
Lakshmi Sukumar
228-231
52 Green Marketing: A Path for Sustainability and Responsibility
Dr.S. Manikandan
232-234
53 Sustainable Marketing Strategies: Issues, Challenges and Remedies
Paul Magesh Arumugam
235-238
54 An Empirical Study on Customer Perception towards Health Insurance Policies
R. Ramamoorthy and Dr.S.A. Senthil Kumar
239-243