Volume 12 Number 1: April, 2017

Title: Inland Waterways Transportation in India : Understanding and Meeting Shipper’s Service Requirements

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Author-Name:  Adiya Gupta, Research Scholar, College of Management and Economic Studies, University of Petroleum Energy Studies, Dehradun, India

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Abstract: After Raw Materials, Transportation is the single largest component of cost for any company. Transportation is key to existence of any organisation as it delivers the product in the hands of final customer. Supply Chain Managers have to do a fine balance between cost of transportation and service levels. One of the important decisions in transportation is selection of mode of transportation. Inland Waterways transportation (IWT) is the mode of transportation, within a country, where cargo is moved over rivers and canals. As compared to Road and Rail, IWT is more fuel efficient, environment friendly, less capital intensive, safe and possess least external costs. In spite of carrying several advantages and being recurrently used in several countries, the spread of IWT in India is extremely poor. IWT does not contribute even 0.5 per cent of the total Indian freight transportation. This paper attempts to understand the Indian shipper's transportation service requirements and various factors which influence his choice of mode and how IWT in India can realign itself to meet these requirements. The paper provides some of the recommendations for IWT sector to evolve to meet the shipper's service requirements.

Keywords: Transportation, Shipper, Inland waterways Transportation, Service requirements.

Classification-JEL: G21, O16, P43.

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 1-10

File-URL: http://www.jctindia.org/jct/october2017-v12i1-1.pdf

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Title: E-Commerce : The New Art Market

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Author-Name:  Dr. Archana Rani, Head & Associate Professor, Visual Art: Drawing & Painting Department, R.G. (P.G) College, Meerut

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Abstract: Twenty first century witnessed a drastic change in selling or buying of paintings online. India is no exception in this regard. In the past few years, selling online paintings has become a new trend to look up in India. Many young artists now believe that it is better to put art online for sale. Today, various art exhibitions provide a wide platform for the development of art profession and State support likewise has developed in diverse organizations, such as an artist’s studio, open art exhibitions and online galleries. The greater part of the famous artist’s show in various displays of their works from all over the nation and art exhibitions reflects the nation’s contemporary art practice. Throughout the most recent decade, with the digitalisation of art and advancement of Indian economic development of the art market has significantly reached its highest peak. On account of developing markets, the nation where the art has a place and their destiny in the worldwide field is straightforwardly affected by the quirks of the country’s economy.

Keywords: E-Commerce, Art Market, Contemporary, Indian Art, Online, Auction House..

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 11-15

File-URL: http://www.jctindia.org/jct/october2017-v12i1-2.pdf

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Title: Role of Indian Railways in Economic Growth of India

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Author-Name:  Md. Sanauar Ali, Senior Research Fellow, P.G. Department of Commerce, R.D.S. College, Muzaffarpur, Bihar and Zonal Railway Training Institute, E.C. Railway, Muzaffarpur.

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Author-Name:  Prof. (Dr.) Ram Chandar Singh, Dean, Head & Director, University Department of Commerce & Management B.R.A. Bihar University, Muzaffarpur

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Abstract: Indian Railway is the only way by which can an average India Travel from Kashmir to Kanya kumari and from Gujarat to Assam. It Is an entity which has over 150 years of history with a network length of about 66030 km. (Third largest world) it carries 23 Million passenger per day with the Annual freight carrying capacity of 3 Billion tones it is an entity which employs Around lakh people (Seventh largest employer in the world) Despite such staggering figures, India Railway is suffering the vicious cycle of underinvestment. This has led to severe congestion in high density network and over utilization of existing network between meters underinvestment in Railway has led to poor progress in capacity augmentation, compromise a safety a decline is standers of service Reduced efficiency and such optimal freight and passengers traffic. With Reduced budgetary support over the post few, years, Railway has to raise resources from it Revenue to invest in its own infrastructure with Recued revenues from freight due to higher changes than road network and crass sublimation of passenger fair with freight revenue India Railways is left with meager resources to even Replace- its depreciating Assets than augmenting capacity. This has led to negative multiplier effect which has further Reduced Resources for Railways. Despite such challenges post Railway budgets (2018 Budget of Railway was an exception) have focused on populist measure Rather creating the infrastructure to support India Growing economics Ambitions.

Keywords: Passenger facilities, Train Punctuality, Modernization of stations, India Railways, Economic Growth

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 16-21

File-URL: http://www.jctindia.org/jct/october2017-v12i1-3.pdf

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Title: Infla-trade Effect on Inflow of Foreign Capital

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Author-Name:  Dr. Swapnamoyee P. Palit, Assistant Professor of Economics, KIIT University, Bhubaneswar

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Abstract: FDI assumes a great significance in both developed and developing countries because of its immense potential to address the gap between the desired investment and the required savings. Along with this, its role in channelising the inflow of technology and technical know-how, managerial and organisational capabilities etc. is undisputed. So there has been a competition among the countries to create the appropriate environment so as to attract more FDI into their economies. This requires identifying the factors which attracts FDI inflow into the country like adequate infrastructure, governance policies, exchange rate, convertibility criteria, inflation, volume of trade etc. This paper analyses the role of Market size, inflation and trade openness in accelerating the inflow of FDI into the country along with analysing the combined inflation effect and trade openness effect in channelising the inflow of this vital form of foreign capital. Market size and inflation were found not to be significant in influencing the inflow of FDI into the country. Volume of trade and Trade openness was
found to be highly significant at 5%.Also 'infla-trade', was found to be significantly influencing FDI inflow. The market size and volume of trade has positive effect while the FDI is negatively affected by inflation and the combined effect of inflation and volume of trade i.e., 'infla-trade'. Again while the marginal effect of inflation is found to be stable in the pre-reform period and increasing after reform, marginal effect of the volume of trade shows wide fluctuations.

Keywords: FDI, Foreign capital, inflation, International trade, Trade openness.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 22-28

File-URL: http://www.jctindia.org/jct/october2017-v12i1-4.pdf

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Title: Impact of Women Self help Groups in Changing Socio-Economic Status of Rural Families in Nainital District of Uttarakhand

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http://www.jctindia.org/jct/october2017-v12i1-5.pdf

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Title: A Study of Working Capital Management in Tata Steel

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Author-Name:  Dr. Yogesh Kumar Saxena, C-4, Adarsh Nagar, Meerut

Email: apec.yogeshsaxena@gmail.com

Abstract: A business organization should determine the exact requirement of working capital and maintain the same evely through out the operating cycle. It is worth mentioning that a firm should have neither excess nor inadeuqate working capital as both the phenomena of over capitalization and under capitalization of working capital generate adverse effects on the profitability and liquidity of the concerned firm. Working capital; Steel; Current ratio, Working capital turnover ratio, Current assets turnover ratio, Debt equity ratio, Debtors turnover ratio. Thus, some amount of cash is blocked in raw materials, WIP, finished goods, and sundry debtors and day to day cash requirements. However some part of current assets may be financed by the current liabilities also. Tata Steel Limited (formerly Tata Iron and Steel Company Limited (TISCO)) is an Indian multinational steel-making company headquartered in Mumbai and a subsidiary of the Tata Group. The study of working capital is based on tools like Trend Analysis, Ratio Analysis, Working Capital Leverage, Operating Cycle etc. Further the study is based on last three years’ Annual Reports of TATA STEEL Pvt. Ltd. The study has been conducted on working capital, ratio analysis, working capital leverage, working capital components which helped the company to manage its working capital efficiency and affectively.

Keywords: Working capital; Steel; Current ratio, Working capital turnover ratio, Current assets turnover ratio, Debtequity ratio, Debtors turnover ratio.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 37-47

File-URL: http://www.jctindia.org/jct/october2017-v12i1-6.pdf

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Title: A Study of ATM Users’ Attitude About ATM Receipt in Dindigul City (With Special Reference to Thermal Paper (BPA))

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Author-Name:  Dr. S. Sukumar, Associate Professor in Commerce, Associate Professor, Parvathy’s Arts and Science College, Dindigual

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Author-Name:  S. Samitha Begam, Associate Professor,Parvathy’s Arts and Science College, Dindigual

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Abstract: In recent trend the banking sector provides more services to their customers due to the technological development. ATM centre is also one of the major service which are provided by the bankers. The receipt which is issued by machine creates some health issues to ATM users, Most of the receipts contain high levels of the chemical BPA (Bisphenol A), which acts like a hormone and can cause birth defects and cancer including store receipt and fast food receipts, airline tickets, ATM receipts, and other thermal papers in which massive amounts of BPA on the surface of the paper. “BPA first was developed by a biochemist and tested as an artificial estrogen supplement,” says Frederick vom Saal, professor of biological sciences at University of Missouri. The paper-slip receipt rolled out by the automatic teller machine (ATM) can be harmful for our health. The investigation says the chemical coating that exists on the paper, which is also used extensively in malls, petrol pumps, bus tickets and online lotteries, can cause far-reaching harm to the health of user. Superior printing capabilities and strict quality standards ensures class ATM receipts, printed to exact registration and precisely machine matched for trouble free operation. The present study highlight the level and effect of using ATM receipt and users attitude toward receipt of ATM machine in Dindigul city. The study has been undertaken mainly to assess the effect of using receipt and how much cost will be reduced from the avoidance of using receipt and to analyse the socio economic factors, influencing the ATM's user Attitude. The ATM users day by day growing and the services are also extended like Withdrawal, Balance inquiry, Mini statement, making payment to the Self A/C and third parties A/C through ATM. India is now holds the second position in the population. The receipt user base increasing every day in updated technology market. The research is conducted for examining the awareness of operation methods, effects of using thermal papers, cost of the papers, number of transactions involved per day and the like.

Keywords: Thermal Receipt Paper, Health issues, Storage, Cost and Place of usage.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 48-64.

File-URL: http://www.jctindia.org/jct/october2017-v12i1-7.pdf

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Title: Consumer Behaviour and Role of Consumer Research in Marketing

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Author-Name:  Dr. Rakesh Kumar, Assistant Professor in Commerce, Shaheed Bhagat Singh College, University of Delhi, Delhi

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Abstract: The study of consumer behaviour is the study of how individual make decisions to spend their available resources (money, time, and effort) on consumption-related items. It includes the study of what they buy, why they buy it, how they buy it, when they buy it, where they buy it, and how often they buy it. Consumer behaviour is the process whereby, individuals decide whether, what, when, where, how, and from whom to purchase goods and services. The role of consumer research in marketing has been increased significantly. In this research paper an attempt has been made to provide an understanding to the concept Consumer behaviourand to highlight the role of consumer research in marketing.

Keywords: Consumer Behaviour, Consumer Research, Marketing-mix

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 65-76.

File-URL: http://www.jctindia.org/jct/october2017-v12i1-8.pdf

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Title: Tourism : A Growing Industry of India

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Author-Name:  Dr. Arvind Kumar Yadav, Head of Department, Faculty of Commerce, KMGGPG college, Badalpur, G. B. Nagar

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Abstract: Tourism today is belived to be one of the largest industries in the world.The unmatched potential of tourism in country's economy, contribution on lasting peace and faciliating in international brotherhood and environmental awareness have already attracted many government and nations to welcome it. There are two ways we can look at this activity. One is visiting some place for a reason and then go as a tourist or you can directly go as a tourist. You already know that tourism is an activity done by an individual or a group, moving from one place to another, from a country to another for performing a specific task, or a visit to a place or several places for entertainment which leads to an awareness of other civilizations and cultures and history. Tourism is an important industry that depends on culture and science and has a direct impact on the national revenue for all touristic countries. The World Travel and Tourism Council calculated that tourism generated $121 billion or 6.4% of the nation's GDP in 2011. It was responsible for 39.3 million jobs, 7.9% of its total employment. The GDP of the tourism sector has expanded 229% between 1990 and 2011. The sector is predicted to grow at an average annual rate of 7.7% in the next decade. In a 2011 forecast the World Travel and Tourism Council predicted the annual growth to be 8.8% between 2011 and 2021. This gave India the fifth rank among countries with the fastest growing tourism industry.

Keywords: Tourism, Travel, Hotels, GDP.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 77-83.

File-URL: http://www.jctindia.org/jct/october2017-v12i1-9.pdf

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Title: Human Resource Management Through Commercialised Professional Education in India : A Bane or a Boon

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Author-Name:  Deepak Sharma, Research Scholar, Mewar University, Gangrar, Chittorgarh (Rajasthan)

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Author-Name:  Dr. R. K. Singhal, Associate Professor, Faculty of Commerce & Business Administration D.N. College, Meerut

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Abstract: Career opportunities and rewards are very important factors in providing a development climate in educational institutions and agencies. If there is no developmental climate and no pressure or incentives for development, people are not likely to develop. The greatest HRM need in the education sector today is to change attitudes and systematic rigidities. This change should begin from the top. This change cannot come merely through training programs. The performance of the higher level officers should be assessed and feedback should be given to them on their innovativenes, initiative and activities geared to develop local level talent in the education system. This study is important because there is far too much to be done in the field of professional education to realize our dream. An organizational climate is required to be created in the field of education which should have profound influence on the outlook, well-being and attitudes of organizational members and thus, on their overall performance. It also provides a useful platform for understanding the characteristics of organization such us stability. creativity, motivation, and communication, etc. The traditional educational subjects are downgraded in the name of occupationally-sound degree options. In commercialized learning, higher educaiton degrees focus more on the job they fulfill and less on the traditional academics, such as sciences and liberal arts. This isn’t necessarily a bad thing for you, the online learner, if you’re going to school to acquire a degree for a new job opportunity.

Keywords: Human Resource Management, HRD, Education, Professional Education, Commercialised Education.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 84-93.

File-URL: http://www.jctindia.org/jct/october2017-v12i1-10.pdf

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Title: Vegetable Oil Industry in India : Key Trends and Statistics

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Author-Name:  Anamika Bansal, Research Scholar, Mewar University,Gangrar, Chittorgarh (Rajasthan)

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Author-Name:  Dr. B. K. Agarwal, Associate Professor, Faculty of Commerce and Business Administration, D. N. College, Meerut

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Abstract: Vegetable oils are extracted from plants and are composed of triglycerides, a glyceride in which the glycerol is esterified with three fatty acids. Thus, any non-animal oil obtained from the seeds or nuts of vegetable growth like corn soybeans, peanuts, cottonseeds, sunflower seeds, etc. Vegetable fats and oils are both edible and inedible. It can be flavoured by immersing aromatic food stuffs such as fresh herbs, peppers, garlic, and other spices & herbs. The vegetable oils are consumed directly, or used directly as ingredients in food - a role that they share with some animal fats, including butter and ghee. Vegetable oil is much more than a cooking oil, it is a valuable food, too. It provides us with two and half times as much energy as wheat or rice. It is understood that the industry has now taken upon itself a sustained oilseeds research and development acitivity and promote usage of non-traditional oils, soyabean, watermelon seed, Niger oils, mahua oil and rice bran oil. In this regard the effort of ‘Oliseeds Research and Development Institute’ should be commended. This has helped the farmers to procure advanced variety of seeds so as to improve the yields.

Keywords: Vegetable Oil; Low Cholesterol Oil; Edible Oil..

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 94-105.

File-URL: http://www.jctindia.org/jct/october2017-v12i1-11.pdf

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Title: Customer Relationship Management Strategies by 3 and 5 Star Hotels (In Special Reference to Delhi City)

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Author-Name:  Dr. Monika Garg, Bulandshahr

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Abstract: The key to success therefore lay in knowing potential customers better, and in bringing out products and services tailored to specific customer requirements. To achieve this Hotel Industry decided to go in for an enterprise-wide deployment of an e-CRM suite even before it launched Indian operations. With the recent technology boom in India, many companies are finding themselves with wider customer bases and a greater need for high quality service, both internally and externally. Many of those companies are turning to Customer Relationship Management (CRM) in order to gain a competitive edge. This study is conducted to study the adoption of Customer Relationship Management strategies by Three & Five Star Hotel Companies to build customer rapport, long term relationship and ultimately to increase their business.

Keywords: Customer Relationship Management, Hotels, Delhi, e-CRM.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 106-117

File-URL: http://jctindia.org/jct/october2017-v12i2-1.pdf

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Title: Performance Appraisal of SEZ in India

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Author-Name:  Dr. Anju Garg, Associate Professor, Department of Economics, DAV College, Bulandshahr

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Abstract: The creation of SEZ and its contribution in the development of economy of the country is a burning topic which is directly or indirectly related to the social, psychological and economic aspects of the country. In the present paper “Performance Appraisal of SEZ in India”, an attempt is made to critical examine the elements of SEZ. The SEZ policy continues to be relevant from a Make in India perspective but several policy initiatives are necessary to get those going. Manufacturers should be allowed to sell goods in the domestic market but duty should be imposed on individual parts imported and not on the entire product, which would make it unviable. The present study “Performance Appraisal of SEZ in India” is the need of the hour as high priority and aspirant scheme of “Make in India” is executed by PM Modi. SEZ has been assumed as 'engine of growth'. But, it could not perform as thought upon earlier.

Keywords: SEZ, EPZ, Performance Appraisal, India.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 118-125.

File-URL: http://www.jctindia.org/jct/october2017-v12i1-13.pdf

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Title: A Step Towards Transparency in Public Finance By Digitization

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Author-Name:  Dr. Vikas Kumar, Assistant Professor (Commerce), Shaheed Mangal Pandey Govt. Girls P.G. College, Meerut (U.P.)

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Abstract: n India both the central and state governments subsidise the price of a wide range of products with the expressed intention of making them affordable for the poor. Rice, wheat, pulses, sugar, kerosene, LPG, naphtha, water, electricity, diesel, fertilizer, iron ore, railways-these are just a few of the commodities and services that the government subsidises. After getting experience from the whole world, Government of India has launched JAM (Jan Dhan-Aadhaar-Mobile) Trinity. Its's motive is to link Jan Dhan Accounts, Mobile numbers and Aadhaar number of Indians to plug the leakages of government subsidies and fully utilization of available resources. Now a person can transfer funds, check balance through a normal phone only due to launching new technology by National Payment Corporation of India (NPCI). For the availability of Mobile Banking for the poor people through National Unified USSD Platform (NUUP), all banks and mobile companies have come together. Well-being of all the house- holds first, providing the minimum needful to its citizens are guiding principles for any policy to take effect. The financial inclusion measures like Jan Dhan Yojana, Direct Benefit Transfer, Ujjawala, PAHAL, etc have brought the benefits of development to the last mile. Demonetiastion was also a effort to boost the digital payment ecosystem, create less cash less economy and bring transparency in financial transactions.

Keywords: Public Finance, Digitization, Welfare.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 126-130

File-URL: http://www.jctindia.org/jct/october2017-v12i1-14.pdf

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Title: Rapidly Changing Marketing Channels of FMCG Companies – A Case Study of Patanjali Ayurved Limited

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Author-Name:  Dr. S. K. Yadav, Associate Professor, Faculty of Commerce and Business Administration, Meerut College, Meerut (U.P.)

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Abstract: Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return

Keywords: FMCG, Customers' Preference, Advertising, Promotion.Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 131-139

File-URL: http://www.jctindia.org/jct/october2017-v12i1-15.pdf

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Title: The Study of Opportunities and Challenges of Retail Banking in Indian Economy

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Author-Name:  Avaneesh Kumar, Research Scholar, Department of Commerce, M.M.H. College, Ghaziabad

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Abstract: The increase in retail lending in developing economies can be attributed to the rapid growth of personal wealth, favorable demographic profile, and development in information technology, the conducive macroeconomic environment, financial market reforms etc. The retail banking strategies of banks are undergoing a major transformation and have resulted in a paradigm shift in the marketing strategies of the banks. PSBs are adopting aggressive strategies, leveraging their branch network to garner a large share of the retail market. Countries, like India, have emerged as potential markets with changing investment opportunities. The higher growth of retail lending in emerging economies can be attributed to the rapid growth of personal wealth, favorable demographic profile, rapid development in information technology, the conducive macroeconomic environment, financial market reforms and small micro-level supply side factors. Retail banking is widely recognized as an important factor for the economic development of a country. Retail banking helps the Indian banking industry by providing a wide range of innovative services. Retail loan is estimated to have accounted for nearly one-fifth of all bank credit. Over the past few years housing sector is experiencing a boom in its availability of credit. The retail loan market has decisively got transformed from a seller's market to a buyer's market. The days are gone when getting a retail loan was difficult. All the above statements bring out the speed of development that retail banking is experiencing in India.

Keywords: Retail Banking, Macro Economic Environment, Information Technology, Financial Market Reforms.Promotion.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 140-144

File-URL: http://www.jctindia.org/jct/october2017-v12i1-16.pdf

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Title: A Critical Apprisal of Absenteeism in an Organisation (A Case Study of Sriram Pistons and Rings Ltd., Meerut)

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Author-Name:  Dr. Pratibha Rani Yadav, Assistant Professor, Commerce Department, Government PG College, Khair, Aligarh

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Abstract: Workers who are away from work on recognized holidays, vacations, approved leaves of absence or leaves of absence allowed for under the collective agreement provisions would not be included in absenteeism. It is unauthorized, unexplained, avoidable and willful absence from work. Absence can also be defined as- “The temporary cassation of work for not less than one whole working day, on the initiative of the worker when his presence is expected”. Thus, an employee who reports for duty even for a past of the day or shift is not treated as an absence. Many absenteeism strategies ignore the impact of illness and disease on the workplace and its major role in determining work attendance. Therefore, it has been supposed to take an inner view of the real position of the Absenteeism, the need of the workers and the effects on the company. So, this study “A Critical Appraisal of Absenteeism in an Organisation (A Case Study of Sriram Pistons and Rings Ltd., Meerut) is proposed to know the role of absenteeism and their effective eradication. The location of the proposed study is Sriram Pistons and Rings Ltd., Meerut. The workers serving in production process in the company constitute the universe of the study. The research design of the proposed study is exploratory in nature and data is collected by administering a questionnaire to the selected respondents. The questionnaire is pre tested before administering it to the selected respondents. All the selected workers are personally interviewed to have first hand information.

Keywords: Absenteeism, Industrial Worker, Employee retention, Employee satisfaction.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 145-153.

File-URL: http://www.jctindia.org/jct/october2017-v12i1-17.pdf

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Title: Analysis of Working Finance at HPCL

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Author-Name:  Dr. Ajay Maheshwari, Krishna College of Science and rural Technology, Fatehabad Road, Agra

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Abstract: an attempt has been made to analyse Working Finance in the context of its size, its adequacy and transmutation i.e., the speed with which it is being turned over from cash to inventories to receivables and to cash again. Profits and generation of cash are also affected by the size of Working Finance. Therefore, profitability has also been studied with reference to Working Finance. Debt-equity ratio affects profitability and the rate of return on investment and therefore the same has also bee analysed. The present study of analysis of working finance in HPCL is unique in the sense that it aims at taking into account the impact of price level changes on the working capital management. The study is based mainly on an analysis and interpretation of published accounts of HPCL. Comparative financial analysis particularly the ratio analysis, funds flow analysis and trend analysis has been made. The study revealed that the planning and programming of materials was not satisfactory. With regard to the items of regular use, the system of automatic replenishment, based on re-order levels, was not followed.

Keywords: Working Finance, Working Capital.

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 154-161

File-URL: http://www.jctindia.org/jct/october2017-v12i1-18.pdf

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Title: Influence of Celebrity Endorsement on Consumer Buying Behaviour of Youth with Respect to Mobile Telecommunication Service Providers

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Author-Name:  Md. Shahnawaz Abdin, Assistant Professor, Department of Management and Faculty of Management, Jamia Hamdard, New Delhi

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Author-Name:  Dr. N. H. Mullick, Assistant Professor, Department of Management and Faculty of Management, Jamia Hamdard, New Delhi

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Abstract: Over the years, celebrities are being increasingly used for delivering services other than performing their actual role as either an actor or sportsperson, such as endorsements. Despite the cost and the risks involved with this technique of advertising, it is being used quite extensively in contemporary times. Celebrity endorsement has nowadays become a penetrating element in advertising and communication management. India as a country is known for loving its stars. The youth population is huge in India. Indians idolize actors and cricketers. The advertisers see this as an opportunity to expand their operations and promote their product. The present research paper focuses on examining the perception of young Indian consumers about the celebrity endorsement process and the subsequent impact on their purchase decision. The research paper tries to address the topic with a literature review which provides an insight into the research done by the previous authors followed by the research method adopted to achieve the objectives of this study. A structured interview questionnaire approach has been adopted to investigate the impact of celebrity endorsement on buying behavior of youth with respect to mobile telecommunication service providers. Some of the findings derived from analyzing the collected data revealed some interesting facts which have been summarized in the conclusion. The research paper tries to address the academic as well as the managerial perspective on buying behavior of youth.

Keywords: Celebrity Endorsement, Buying Behaviour, Purchase Decision, Consumer Attitude

Classification-JEL: 

Journal of Commerce and Trade. Volume 12 Number 1. April, 2017. Pages: 162-167.

File-URL: http://www.jctindia.org/jct/october2017-v12i1-19.pdf

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