Seminar on Marketing Research

Seminar on Marketing Research

Date: 12th June 2015 (Friday)

Avant Garde Solutions organized a one-day seminar program to disseminate research findings to academicians and practitioners.

The research topics were very pertinent to the current Nepali context. Also, the findings contributed to the knowledge continuum by generating new contextual knowledge. The methodology adopted in the research and findings were beneficial for marketers, practitioners, researchers, and academicians. In addition, the program emphasized the opportunities in planning and enhancing the marketing capabilities of an organization.

The followings were the research papers and their findings:

1. CUSTOMERS’ PURCHASE DECISION CRITERIA AND QUALITY CERTIFICATION MARKS

Authors: Mr. Keshava Raj Gnawali and Prof. Binod Krishna Shrestha

Email: keshav.gyawali@gmail.com and binod@kusom.edu.np

The sales of fast-moving consumer goods (FMCG) through sales stores and marts are increasing in Nepal. In these stores, customers make an instant purchase decision of particular brands of products from different assortments. However, most branded FMCG does not have quality certifications which may be perceived as dubious quality standards by customers while purchasing. Thus, this research assessed the influence of perceived usefulness of a product, its brand image, the price in relation to its quality. In addition, this research assessed the influence of engagement of customers, convenience in the store, and the influence of quality certification marks on customers’ repurchase decisions.

So, we collected and analyzed data collected from 195 customers who were intercepted in different retail marts and superstores in the Kathmandu valley. The research indicated that the customers’ purchases are influenced primarily by their perception of the usefulness of products, brand image, and QC Mark. In addition, they also care for shopping convenience and price in relation to its quality. However, the positive brand image is the only factor that induces customers to repurchase the same brands. In addition, quality certification marks along with brand image further increase the repurchase intention. The findings indicated the importance of brand management for Nepali marketers. Lastly, retail marketers and superstores should also focus on product assortments with positive brand image and quality standard marks.

2. CUSTOMERS’ ATTITUDE TOWARDS MOBILE ADVERTISING

Authors: Mr. Suman Dahal and Prof. Binod Krishna Shrestha

Email: suman.dahal@apexcollege.edu.np and binod@kusom.edu.np

The use of customized digital advertisements through smartphones is increasing in Nepal. Such advertisements can target thousands of customers in a fraction of the costs and time. Thus, this research examined the customers’ liking of such advertisements, the factors that improve their positive attitudes towards the advertisement, and the role of personalized messages in it.

So, we conducted a survey on 300 smartphone users of young Nepali customers age 18 to 30 in Kathmandu. And the results revealed that the customers indeed have positive attitudes towards the mobile advertisement. They find such advertisements informative and entertaining but not always credible and often irritating.  Informative, entertaining, and credible ad messages help in developing positive attitudes towards the mobile advertisement. On the contrary, irritating advertisements decrease the liking of mobile advertisements.

The research discovered that personalized entertaining ads with personalized messages formed a positive attitude among consumers. Also, the research showed that marketers can use mobile advertising with personalized messages to attract customers towards advertisement messages. And, the message needs to be informative, credible, entertaining, and less irritating.

3. USERS’ ADOPTION OF INTERNET BANKING

Authors: Mr. Ramesh Shrestha and Prof. Binod Krishna Shrestha

Email: ramesh.avantgarde@gmail.com and binod@kusom.edu.np

Internet banking enables customers to transfer funds, make inquiry of account balance, bills payment, and management of stocks online. Many banks offer this facility to customers, but their uses and customers’ preferences have not been studied yet. So, we conducted a survey of 110 customers with active bank accounts and internet banking facilities in Kathmandu Valley.

Thus, the results indicated that they preferred the service mainly due to the convenience and brand image of the bank. Therefore, banks need to make the service user-friendly, easy to log in and transact to make it more convenient. In addition, banks need to provide customer feedback services, address complaints, create confidence in customers for enhancing the brand image of the bank. These measures will enhance customers’ preference for internet banking and its usage which will reduce loads in the traditional banking delivery system.

4. MARKET ORIENTATIONS, INNOVATIVENESS, AND PERFORMANCE IN HIGHER EDUCATION INSTITUTES

Authors: Mr. Bibhav Adhikari and Prof. Binod Krishna Shrestha

Email: bibhav.adhikari@gmail.com and binod@kusom.edu.np

Academic institutes face increasing pressure to satisfy their students and increase the pass rates. Therefore, the institutes need to be market-oriented in terms of their closeness to students, affiliating university, competitors, and educational environment. This type of orientation requires an innovative program. This research examined the influence of innovativeness and market orientation on the performance of leading educational institutes in Kathmandu.

So, we conducted a survey on 171 faculties and management staff of fifteen education institutes and analyzed the data. Their average pass rate revealed that the innovativeness of institutes is closely related to market orientation. Both of them increase the performance of the institutes. Therefore, education institutes need to improve its market orientation to satisfy students through more innovative programs. In addition, they need to develop their marketing strategies in compliance with the education environment, competitors, and affiliating university requirements.

5. SHOPPING MALL ATTRIBUTES AND CUSTOMERS’ MOTIVATION ON MALL SELECTION

Authors: Mr. Santosh Sharma and Prof. Binod Krishna Shrestha

Email: santrose@gmail.com and binod@kusom.edu.np

The number of shopping malls is growing in Nepal. However, most shopping malls have not been doing well. Shopping mall managers incur high marketing expenses without knowing what really matters to attract more customers. Thus, this research explored the most influencing factors to attract customers towards shopping malls in Kathmandu.

We conducted a survey of 213 customers in five shopping malls. And, the results indicated that availability of store and product variety, high aesthetic value, moderate price attract customers to shopping malls. Where female customers prefer aesthetic values to select a shopping mall. The customers seeking benefits and entertainment prefer the malls which offer varieties and aesthetic values. Therefore, mall managers should focus on providing a variety of shops and products. In addition, mall owners must focus on cleanliness, attractive interior, and designs of the malls.