Indian Journal of Marketing 

About: Indian Journal of Marketing is an academic journal published by Associated Management Consultants Private Limited. The journal publishes majorly in the area(s): Consumer behaviour & Service (business). It has an ISSN identifier of 0973-8703. Over the lifetime, 673 publications have been published receiving 2268 citations. The journal is also known as: Indian Journal of Marketing..

The Product Life Cycle—Analysis and Applications Issues

Abstract: Like a human being, a product is characterized by a life cycle, which refers to the life span of a product with several stages. All these stages are recognized and a product goes through these stages from its introduction to its abandonment. Thus, Product Life Cycle (PLC) refers to the different stages through which a product passes from introduction, through growth, maturity, to its decline and death resulting in the final withdrawal of it from the market as an eventuality. After launching the new product, management wants the product to enjoy a long and happy life. Although it does not expect the product to sell forever, management wants to earn a decent profit to cover all the effort and risk that went into launching it. The administration is aware that each product will have a life cycle, although the exact shape and length is not known in advance. Products, like consumers / tourists, go through life cycles. So product planning and marketing mix planning are important. A company's positioning and differentiation strategy must change as the product, market, and competitors change over time.

E-services and their Role in B2C E-commerce

Abstract: It is only now that Governments have recognized the fact that markets should perform a crucial economic function of linking supply and demand and at the same time, provide safe guards to the producer in terms of rational market practices and safety measures facilities. Owing to globalization and de-regulation, developing countries have realized that the objectives in the 21st Century should be towards making efforts to bring the benefit of the power of the modern technology and marketing techniques to the aid of the customer with the help E-Services.

Prediction of Churn Behaviour of Bank Customers Using Data Mining Tools

Abstract: The customer churn is a common measure of lost customers. By minimizing customer churn, a company can maximize its profits. Companies have recognized that existing customers are the most valuable assets. Customer retention is critical for a good marketing and a customer relationship management strategy. The prevention of customer churn through customer retention is a core issue of Customer Relationship Management (CRM). The paper presents churn prediction based on data mining tools in banking. In this paper, a study on modeling purchasing behavior of bank customers in Indian scenario has been attempted. A detailed scheme is worked out to convert raw customer data into meaningful and useful data that suits modeling buying behavior and in turn, converts this meaningful data into knowledge for which predictive data mining techniques are adopted. In this analysis, the researchers have experimented with 2 classification techniques namely CART, and C 5.0. The prediction success rate of Churn class by CART is quite high but C 5.0 had shown poor results in predicting churn customers. However, the prediction success rate of Active class by C 5.0 is more effective than the other technique. However, for reaping significant benefits, the models have predicted the churn behavior.

Investigating the Empirical Relationship Between Service Quality, Trust, Satisfaction, and Intention of Customers Purchasing Life Insurance Products

Abstract: The purpose of this paper was to identify the key SERVQUAL factors for consumer purchase intention in the context of life insurance products in Malaysia. The study was performed based on primary data using a self-administered questionnaire from the Klang valley region of Malaysia. Using a cross-sectional study, a total of 215 usable responses were collected using convenience sampling technique. To measure customer satisfaction, trust, and purchase intention, seven key SERVQUAL factors were utilized, that is, tangibility, reliability, responsiveness, assurance, empathy, helpfulness, and problem solving. Data were analyzed using a 5-point Likert scale. Descriptive statistics & exploratory and confirmatory factor analysis were employed. The findings revealed that customer satisfaction and trust together with SERVQUAL factors lead to purchase intention. Conversely, this paper also found that life insurance agents with problem-solving skills and helpfulness will lead to an increase in customers' intention to purchase life insurance products. From the validation of the framework, it is obvious to make sure that all the quality functions must be in accordance with increasing competitive advantage along with the organizational objectives.