BIMS Journal of Management - Bharatiya Vidya Bhavan Institute of Management Science, Kolkata- 97
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ISSN: 2456-222X
Special Issue of National Conference Proceedings
on
“Global Strategy for Self Sufficiency”
BIMS Journal of Management
Vol -3, No. 1
January – June 2018
Bharatiya Vidya Bhavan Institute of
Management Science, Kolkata- 97
BIMS Journal of Management
Chief Patron : Justice (Retd.) Chittotosh Mukherjee
Patron : Dr. G.V. Subramanian
Chief Editor : Dr. R.K. Patra
Executive Editor : Dr. Shantanu Chakraborty
EDITORIAL BOARD 1) Dr. Amitava Sarkar
Formar Director, IISWBM, Kolkata
& University Nominee (MAKAUT)
2) Dr. Ashish Banerjee
Professor, IIM, Kolkata
3) Dr. Sajal Dasgupta
Vice Chancellor – UEM, Kolkata
Former Director of Technical Education,
Govt. of West Bengal
4) Dr. Sitanath Majumder
Professor, Management Dept., Calcutta University
5) Dr. Mihir Kr. Mukherjee
Sr. Vice President, Ultratech Cement,
Durgapur, West Bengal
6) Dr. Ganesh Kawadia
Director, School of Economics, DAVV, Indore
7) Prof. J. K. Das
Professor and Head, Department of Commerce, Calcutta
University & Director, Calcutta University – Calcutta Stock
Exchange Centre of Excellence in Financial Market
Message from the Governor -
Sri Keshri Nath Tripathi
Vol 3. Issue 1; January - June 2018’ BIMS Journal of Management I
Message fro m the Principal Vol 3. Issue 1; January - June 2018’ BIMS Journal of Management II
Message from VC, Makaut Vol 3. Issue 1; January - June 2018’ BIMS Journal of Management III
Message from the President, Association of Indian
Management Schools (AIMS)
Vol 3. Issue 1; January - June 2018’ BIMS Journal of Management IV
Message from the Conference Director Vol 3. Issue 1; January - June 2018’ BIMS Journal of Management V
BIMS Journal of Management
Volume 3, Issue 1; 2018
Contents
Message from H.E. The Governor of West Bengal I
Message from the Hon’ble Minister of Education, Govt. of West Bengal II
Message from The Hon’ble Vice Chancellor, MAKAUT III
Message from the President, Association of Indian Management Schools (AIMS) IV
Message from the Conference Director V
1. Women Self Sufficiency through Participation as Directors in Business Enterprise 1
Arpita Ghosh, Sneha Ghosh
2. Impact of Male Influenceand other Variables towards the Purchase Decision
of Female Global Branded Products in Different Regions of Kolkata 6
Sucharita Debnath, Dr. Indrajit Sinha
3. Impact of Subliminal Messages in Print Advertisements on Customer
Behaviour- Special Reference to the Amul’s Print Advertisement 12
Anis Chattopadhyay, Dr. Sujit Mukherjee
4. Impact of Technology on Recruitment Process and Its Impact on
Service Quality of HR Service Providers 26
Amitabha Gupta, Dr. Arup Kumar Baksi
5. Loyalty Programme – A Game Changer in the Volatile Market Environment of Indian Oil Industry 31
Dr. Amit Kundu, Kaustav Guha
6. Role & Responsibility of Supply Chain Management in IT Industries 36
Dr. Anand Mohan
7. Where Does the Roots of Open Defecation Lie? What Economics has to Say About it? 40
Debasree Bose
8. Correlation between Changes in Stock Market Index and Exchange Rates: A Time Series Analysis 48
Semanti Debroy Sen, Dr. Indrajit Sinha
9. Employee Branding Strategies in the Service Sector 52
Partha Das Biswas, Dr. Sandeep Ray Chaudhuri
10. Role of Digitalisation in Hospitality Industry with Special Reference to Online Food Delivery Services 58
Sukanta Kundu, Saroda Chatterjee
11. The UK-NHS: The Humble beginnings to the Distant Future 67
Dr. Somnath Sinha
12. Factors that Affect the Effectiveness of Online Automobile Advertisement on Indian Customers 74
Arijit Adhikary, Dr. Indrajit Sinha
Guidelines for Submission of Papers 79
Subscription Form BIMS Journal of Management 81
Disclaimer:
The view and opinions expressed or implied in the articles / papers published in theBIMS Journal of Management are those of the
contributors and not necessarily of Bharatiya Vidya Bhavan Institute of Management Science. The content of the Journal are the
copy right of the BharatiyaVidyaBhavan Institute of Management Science and the same may not be reproduced whether in part or
whole, anywhere without written consent of the Institute.
Vol 3. Issue 1; January - June 2018’ BIMS Journal of Management VII
BIMS Journal of Management
Women Self Sufficiency through Participation as
Directors in Business Enterprise
Arpita Ghosh*, Sneha Ghosh**
Abstract: Self sufficiency of women as transition in career of women. The business enterprises are also not lagging behind.
women is a debatable topic. During the post-Vedic and epic ages From various study it has been seen that board of directors
the status of women were challenged from various spheres. consists of mainly men but women have been woefully
From early twentieth century, their status changed gradually. underrepresented across the globe and efforts have been made
After getting Independence, our Constitution makers strongly in the recent years in a number of countries to remedy this.
demanded equal social position of women with men and Within India too, women‟s position in society is slowly
enshrined with the basic rule that there should not be changing, so, our Legislature has taken a very bold step by
inequality. But surprisingly, inequality was persistent in the including provisions for women to be a part of the board in the
society. Later on, with the changing scenario both the society
Company Act, 2013.The long-awaited Company Bill, 2013
and the government started realizing the importance of women,
got the assent of the President of India on 29th August 2013
with the government making various laws to make women self
sufficient. From time immemorial, women have always and became the much awaited Company Act, 2013. The
supported men and the society for achieving all around Company Act, 2013 does not contain an exhausted definition
development and progress in every vital and most significant of the term “director”. Section 2 (34) of the Act prescribes that
sphere of the domestic and social life and slowly in the “director” means director appointed to the Board of a
occupational and professional domain. As India is one of the company. A director is a person appointed to perform the
major and fast growing economies of the world, the initiative duties and functions of director of a company in accordance
for facilitating the lawful entry of women to the Board of with the provisions of the Company Act, 2013. The Company
directors is surely a bright and prudent decision for Act, 2013 enhances the accountability and responsibility of the
enhancement of the cherished contributions of women in the directors by mandating certain disclosures and provisions of
economic progress and growth of the country. The Company the Act. This paper deals with representation of women
Act, 2013, after amendment, lays down under Section 149 (1) directors in companies, as a whole, both in India and globally.
provides for appointment of the women director as an effort for
making women self sufficient in India. Thus, this paper 2. OBJECTIVES AND RESEARCH METHODOLOGY
discusses about:- i) the legislation on women director adopted OF THE STUDY
by our country, ii) women representation on boards in India
after the Act in 2013 and comparing it with the situation before 1. A study about the prevailing provisions and the legal
2013, iii) global comparison after legislation in the respective compulsions about women directors under Company
countries. The data are provided through various charts and Act, 2013 and SEBI regulations, 2015.
tables. Finally, the curtains are drawn in this paper with some
suggestion to make women more self sufficient. 2. To analyze the impact of the Act of 2013 in India, for
inclusion of women directors on board through various
Keywords: Companies Act 2013, Self sufficiency of women, data representation with special reference to Nifty 500
Women Directors and NSE Listed companies.
3. To analyze the Global representation of women on
1. INTRODUCTION boards after legislation in respective countries through
data representation.
A society cannot be established without a man and a woman
though in India women were always overshadowed by men. 4. The data provided for this paper are purely secondary in
But with the passage of time, our society realized the nature i.e. from publicly available biographical
importance of women not only in domestic spheres but also in information, from annual reports, articles, reliable
social sphere. So, our Constitution makers provided provisions websites, etc. While the analysis and views provided are
for eradication of gender inequality as well as equality in of professionals, consultants, experts as well as personal.
employment opportunities. Thereafter, various statutes have
been enacted in India for giving an economic recognition to
*Hooghly Mohsin College, Department of Law, Burdwan University; reeneeghosh@gmail.com
**sneha.putai@gmail.com
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 1Arpita Ghosh, Sneha Ghosh BIMS Journal of Management
3. LITERATURE REVIEW amendments were made to the previous Act by the Company
(Amendment) Act and India got its new Company Act 2013.
In a report by Standard Chartered Bank (2010), it was The Act aims to make the corporate more transparent and also
observed that one of the key themes that emerged was women special provision for women to encourage them. Though
in India need to juggle their career with their family various changes have been made in the Act, the focus of this
responsibilities. paper being on studying women, hence, Section 149 of the
Company Act, 2013, deals with the same. It states that every
A study conducted by Srinivasan and George titled ‘Building company shall have board of directors who are individuals
the Women Directorship Pipeline in India: An Exploratory with minimum number of three directors in case of a public
Study’ (2013) and they found that the attendance of male company and two directors in case of a private company and
members increased during board meetings and there was a one in case of One Person Company. A maximum of fifteen
drop in aggression of a male member when there was a directors may be appointed. Section 149 (1) of the said Act
woman director on board. There was a consensus that it didn‟t further states that such class or classes of companies as
matter to women whether there was another woman on board. mentioned above shall have at least one women director. In
A study by Vinnicombe et al (2004) indicated that higher case, if there is vacancy in the post of women director, such
number of women in executive positions results in stronger vacancy has to be filled as early as possible and it should not
rates of corporate return on equity. Another Study by Catalyst, be later than the next immediate board meeting or after three
The Bottom Line: Corporate Performance And Women‘s months from the date of the post being vacant, i.e. whichever
Representation On Boards (2007) on board diversity found is later.
that companies with the highest percentage of women on their
boards outperformed companies with the least number of The Act further provides for the time limit for the appointment
women on their boards by 53% on return on equity, 42% on of women director under Section 149 (2). It states that every
return on sales and by 66% on return on invested capital. Company existing on or before the date of commencement of
Industries which thrive on women‟s products it would be even this Company Act, 2013, shall within one year from such
more beneficial for corporations to have women on their commencement comply with the requirement.
boards to understand and relate to the consumer base. The
representation of women on corporate boards could also help SEBI under Clause 49 of the Listing Agreement lays down
address issues of sexual harassment, facilities for onsite day that the Board of Directors of the company shall have an
care and any other concerns of women employees (Janis optimum combination of executive and non-executive
Sarra, 2003, 2004, 2010). Women directors also frequently directors with at least One Woman Director.
ask questions meaning that decisions are less likely to be
nodded through. CEOs report that women become more vocal LEGAL ACTION FOR NON – COMPLIANCE
and active as directors when there are more females (Konard,
Kramer and Erkut 2008). While these are just essentialist view The rules relating to women directors have been made with an
about female talents but intelligence of both women and men aim to ensure gender diversity in boardrooms. So, any
is increasingly valued at the very top. contravention of Section 149 (1) of the Act, the Company and
every officer of the company who is in default shall be
4. INCLUSION OF WOMEN DIRECTORS IN INDIA punishable with fine which shall not be less than Rs. 50,000/-
but which may extend to Rs. 5,00,000/-.
The parliamentary committee report on the Companies Bill
offers one justification for the proposal by stating that the The rule as laid down by SEBI under Clause 49 of the Listing
provision is “likely to be in line with the policy of the Agreement was first announced by SEBI in February 2014
Government for encouraging more and more women with an initial deadline of 1st October of the same year that
participation in decision making at various levels”. Moreover, was later extended by six months i.e. 31st March, 2015.
from Sociological and Women‟s Rights Perspective, another Acting against listed firms without a mandatory woman
equally compelling reason is Article 11 of the United Nations director, SEBI in April 2015 announced a minimum Rs
Convention on Elimination of all forms of Discrimination 50,000/- fine and warned of further action, if they remain non-
against Women (CEDAW), which states that men and women compliant beyond six months. The Securities and Exchange
have the same rights to employment opportunities, promotion Board of India (SEBI) announced a four-stage penalty
and equal treatment in respect of work for equal value. Hence, structure wherein fines would increase with the passage of
the Central Government found it expedient to introduce a time on non compliance by the listed companies:-
mechanism to make women self sufficient. Thus, necessary
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 2Arpita Ghosh, Sneha Ghosh BIMS Journal of Management
TABLE 1: SEBI Regulations on Listing Agreement
Compliance Date Fine
Between 1st April and 30th June, 2015 Rs. 50,000/-
Between 1stJuly and 30th September, 2015 Rs 50,000/- and an additional Rs 1,000 per day till the date
of compliance.
On or after 1st October, 20l5 Rs 1.42 lakh plus Rs 5,000/- per day till the date of
compliance.
Beyond 30th September, 2015 The regulator may take any other action or issue such
directions in accordance with law.
So, the Government has now paved a way for the women to on March, 2016. But in December, 2017, there were 14.8% of
participate as one of the Board members of the company and women directors while by the beginning of 2018, 14.94% of
bring about a transition in the career and now, time will tell women directors occupied the NSE listed companies.
how beneficial will it prove.
5. REPRESENTATION OF WOMEN DIRECTORS ON
BOARDS IN INDIA
India is one of the few developing countries to have enforced a
quota – the legal framework now mandates listed companies
to have at least one women director on the board. While this is
less stringent than some of the thresholds prevalent in global
markets, it is a welcome step in changing the market dynamic.
The push seems to have worked – at least for now. Companies
have woken up from their inertia and are more mindful of the Chart 2: Data Source: Indian Boards Database, 2016, 2017 and
need to have women directors at the board level. The effects 2018
of the regulatory push are clearly visible in the board mix
trends – from 5% female representation in 2012, the board But clearly more needs to be done. The following chart will
composition is significantly more inclusive now with women show the number of non compliant companies in Nifty 500
constituting around 26% in the NIFTY 500 as in the beginning and NSE listed companies.
of 2018.
Chart 3 – Data Source: Prime Database, Indian Database, 2017,
Chart 1 - Data Source: Prime Database, May, 2017 and 2018
2018
According to the Indian Boards Database covering various
Out of the 14 non compliant companies of Nifty 500, 8
NSE listed companies, there were 13.9% women directors as
companies were from Public Sector Undertakings. There are a
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 3Arpita Ghosh, Sneha Ghosh BIMS Journal of Management
total of 58 PSUs in the NIFTY 500, which means about 14% The chart above shows that all the sectors have a higher than
of PSU companies were non compliant. Thus, PSUs have average proportion of women directors except the energy
lagged their private sector counterparts. sector, which is at the lowest end at 8.9%.
So, numbers do tell the entire story. Women presence on
company boards is increasing after the legislation of 2013 and
changing board culture in certain ways.
6. GLOBAL COMPARISON
The global markets have taken the lead in promoting gender
diversity, with most of them having adopted regulatory quotas
for female representation. Norway was one of the first
countries to set a benchmark in 2003 and the law came into
effect in 2006.The approach was subsequently adopted by
other countries. The laws in various countries have resulted in
a surge of women director appointments since the last decade
Chart 4 - Data Source: IiAS Research, Prime Database Group, as which will be proved by the following data.
on 31st March, 2017
TABLE 2: Source: Catalyst Legislative Board Diversity, IiAS Research, 2017
Country Requirement Type Threshold Introduced In Due Date for Representation of
threshold Women Directors
Compliance
Norway Mandatory 40% 2003 2008 42%
Germany Mandatory 30% 2015 2016 19.5%
Italy Mandatory 33% 2011 2015 28.1%
Netherlands Company or explain 30% 2013 2016 21.4%
Spain Company or explain 40% 2007 2015 16.3%
Belgium Mandatory 33% 2011 2017 27.6%
Denmark Comply or explain 40% 2013 - 24.2%
France Mandatory 40% 2013 2016 40%
Malaysia Mandatory 30% 2011 2016 13.7%
7. CONCLUSION been constant increase in the representation of women on
boards.
The goal of this paper was to review the most up-to-date study
of women directors on boardrooms. Based on the secondary • ONGC, Indian Oil, Bharat Petroleum Corporation Ltd
analysis and findings and as per the words of experts in the (BPCL) and GAIL (India), country‟s prized PSUs, were
field of research it can be concluded: amongst some of the PSUs that did not have a woman
director on their boards at the beginning of 2017 in
• The Company Act, 2013 and SEBI have taken a bold step contravention of the mandatory requirements but by the
to bring the women in the forefront and make them self end of November, 2017, all of them have complied with
sufficient. It is evident from Chart no. 4 wherefrom it is the requirement and it can be said that the PSUs are trying
clear that in every sector there has been average to bring in diversity in the boardrooms.
representation of women directors on board. • As per the Prime Database and Indian Database in Chart
• Most of the Companies in India have tried to comply with no. 3, some companies are still non compliant with the
the mandatory provision by appointing women directors mandatory provision. This is due to the inability of the
and has welcomed the amendment. From Chart no. 1 & 2, companies to meet the deadline by citing various excuses
it is evident that after the Company Act, 2013, there has like “sudden excuse of an existing woman director”, or
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 4Arpita Ghosh, Sneha Ghosh BIMS Journal of Management
“lack of quorum at board meetings”, or “due process not companies are required to disclose the gender diversity
followed by the company in calling board meeting”, etc. ratios in the organizational structure, the process and
criteria of hiring, attempts made by companies to create
• The four stage fines laid down by SEBI as per Table no. equal opportunity and long term strategy to realize gender
1, for the non compliant companies within the prescribed diversification. This creates transparency, holds company
period is very low and will not burn the pockets of the accountable to the public and paves a way for equal
Companies. opportunity for men and women.
• From global perspective as per Table no. 2, none of the • Other measures must also be implemented like
countries have managed to comply fully with the mandate mentorship programs, annual diversity reports, diversity
for appointment of women directors on boards and each training programs, etc. to bring in more brimming women
of the countries are progressing. Similarly, India is also talent to the forefront.
progressing and there is a regulatory push in the
representation of women directors. Recently, IMF has pointed out that India‟s GDP can expand
by 27% if women get equal opportunity to participate in
From this study it has been seen that there are fewer workforce as much as men. Thus, it is expected that if there is
companies with no female directors on their boards in India strict rules and regulations, companies will exhibit more
today than just a few years ago but this change has occurred at women orientation in their board nominations in future
a sluggish pace. After exploring all the facts and figures, we matching with the professional nature of their industry for
would like to say that there has been an increase in women bringing self sufficiency amongst women in India.
representation and it can be expected to increase in future if
proper and strict actions are taken by the government of India.
REFERENCES
We should aim to close the gap of female representation with
that of the men in the post of directorship by some measures:- [1] Board Diversity without Quotas: An International Perspective,
available at http://www.harrisandassociates.com/
• To make women self sufficient, equal opportunity should web/z/1/1764/Board_Diversity_Without_Quotas:_An_Internatio
be given to women in appointments and promotions on nal_Perspective.
Boards. It will enhance the quality of the board as a whole [2] Catalyst, The Bottom Line: Corporate Performance and
as the combined contribution of a group of people with Women's Representation on Boards (2007)
different skills, different experiences, backgrounds and [3] Corporate India – Women on Boards, IiAS, May 2017, pdf
life styles. [4] Deloitte- Women on Boardroom: A Global Perspective
[5] Factly.in/gender-diversity-on-company-boards
• A Voluntary Pledge Program should be set up by our
[6] http://www.indianboards.com/pages/index.aspx
country to urge the companies to address the issue of
[7] Journal on Emerging issues on Accounting and Financing, Azad
proportionate appointment of women on boards. This
Hind Fauj Smriti Mahavidyalaya; Koushik Chatterjee, Women
attempt was made by EU, whereby it requested large on Boards.
public companies to voluntarily pledge to achieve 30%
[8] Need for Women Directors in Indian Companies, pdf
representation of women on company boards by 2015.
[9] The Companies Act, 2013, Bare Act
• A comply or explain approach whereby it would be [10] The Parliamentary Committee Report on the Companies Bill,
recommended to the company boards to achieve a 2011, available at
minimum proportion of women directors and if they fail [11] http://www.scribd.com/doc/99565110/Parliamentary-
to comply, they are to explain their failure. This creates Committee-Report-Lok- Sabha-on-Companies-Bill-2011.
accountability on the part of the company. Such approach [12] Women Matter 2010, available at
has been taken up by U.K. and Australia which has http://www.mckinsey.com/locations/swiss/news_publications/pd
resulted in positive progress. f/women_matter 2010_4.pdf.
[13] www.globewomen.org/cwdi/2015FG200KeyFindings.html
• A Mandatory Diversity Disclosure Report, by which
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 5BIMS Journal of Management
Impact of Male Influenceand other Variables towards
the Purchase Decision of Female Global Branded
Products in Different Regions of Kolkata
Sucharita Debnath*, Dr. Indrajit Sinha**
Abstract: In today’s world of increasing global competition, helpful and useful for marketers to formulate new strategies to
consumer perception occupies a wide research area of strong make their products more popular.
interest for both academic and marketers. We are finding in
recent time number of global multinational brand in female This study throws light on the impact of male influence and
products are trying to establish their brand in Indian market. other variables towards the purchase decision of female global
The purpose of this study is to analyse and find how male branded products in Kolkata. Today, global branded products
partner of the group influences on purchase decision of female of women play a significant role in the retail market.
global branded products in Indian Market. Besides gender
influence we are also trying to examine the influence of other Women play a significant role in domestic and socio-
variables (i.e., Awareness, Lifestyle, Income and Age) towards economic life in society. In today’s society, female and male
purchase decision of female global branded products. After data roles have been changing rapidly. Now a day’s female
collection through survey, it isanalysed using Multiple consumers are playing roles of chief purchasing officer and
Regression analysis to find out the significance of individual controlling 85% of buying decisions. Products and services are
predictor as stated above. finally purchased by women instead of having male dominated
society. This is mainly due to increasing awareness,
The finding reveals that male partner of group highly independent income and role in the family. But still there are
influences purchase decision of female global branded products factors where male influence is higher regarding purchase
in Kolkata. After analysis the data shows that male partner decision of female consumers in our society.
having annual income up to Rs. 5 lakhs with an age group of up
to 30 highly influences purchase decision of female global Realising this situation, female global branded product
branded products. Along with that the data reflects that male companies are competing with each other to satisfy the needs
partner were highly aware regarding latest designs and market of women consumers with their latest designs. Along with
position of different female global branded products. Thus that, marketers are updated in their stores of a particular mall
annual income and higher awareness of male partner of the with beautiful outfit, and different sizes and coloursof female
group are highly correlated with each other regarding purchase global branded products. So this study helps somewhere the
decision of female global branded products indifferent regions marketers and salesperson of female global branded products
of Kolkata.The overall findings of this study provide to target male consumers to boost their sales and making new
implications for marketers and brand owners of female global strategies to enlarge their market share. However, it is
branded products. necessary to analyse the impact of male influence and other
variables regarding purchase decision of female consumers of
Keywords: purchase decision, male influence, awareness, their branded products.
lifestyle, income, age, regions.
2. LITERATURE REVIEW
1. INTRODUCTION
According to research (Jain et. al., 2014) young generation
Purchase decision is the selection of an action after evaluating usually have distinctive taste, choice, opinions, preference,
different alternatives. Consumers face a lot of dilemma before attitude and behavior. This makes it crucial to understand how
taking a final decision to purchase a product or service. they perceive brands. They are highly fashion conscious,
However there is a known process through which consumer demand for high-end luxury goods, especially luxury apparels.
goes through by which they identify their needs first then they
proceed to collect information and finally evaluate the various As per (Gazhali and Abidin, 2011) within the entire country
alternatives and make purchase decision. These decisions are population, the younger generation is highly fashion conscious
*Research Assistant, Indian Institute of Management (IIM-C), Kolkata; sucharitad14@gmail.com
**Assistant Professor, Bharatiya Vidya Bhavan, Institute of Management Science; Kolkata indrajitsinha25@gmail.com
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 6Sucharita Debnath, Dr. Indrajit Sinha BIMS Journal of Management
and survey studies reveal that exposure to movies and brand called Mohey. Thus, the branded womenswear
perceived influence from parents and peers are positively companies could be able to increase the GDP of our country
related to brand consciousness. by increasing their monthly sales.
Western clothes were adopted first by Indian men and later by 3. RESEARCH GAP
Indian women as more women are joining the workforce
(Wilkinson-Weber, 2005). In spite of the popularity of western Previous research has established some concepts regarding
clothing among Indians, there is no empirical research on global brand consciousness and consumer behavior towards a
understanding consumer perception towards foreign clothing particular brand but not enough is known regarding the impact
brands i.e., Levi’s, Calvin Klein, Nike, Dockers, Wrangler, of male influence and other variables towards purchase
And, Vero Moda, Jack & Jones, Lee etc. Indian consumers are decision of Female global branded products in Indian context.
purchasing these brands in malls and department stores. Therefore through this study we like to establish whether
above stated variables does have an effect on male partner
India’s $3.5billion clothing market represents the second- towards purchase decision of female global branded products
largest industry for India and it presents opportunities for both in Kolkata.
domestic and foreign retailers (Fernandez et al., 2000).
4. OBJECTIVES OF THE STUDY
Considering the buying behaviour of Indian women, it is
influenced by advertisements, Discounts, offers and new 1) To study the impact of male influence towards purchase
schemes on the commodity (Surindar.K.V. Miglani,2011). decision of female global branded products in Kolkata;
This study reveals that the purchase decision of Indian women 2) To evaluate the awareness level of male partners towards
is highly influenced by various promotional tools. different female global branded products;
Another research conducted by Sarguna Mary (2009) stated 3) To study how the lifestyle of male partner actually
that product purchase decision making among married affects the purchase decision of female global branded
working women of cities depend on the decision of family products in Kolkata;
members. 4) To understand how the income of a male partner have a
great impact on purchase decision of female global
It is evident from the research conducted by Kamalveni et al branded products;
(2008) that brand loyalty is significantly associated with age
of consumers rather than with their income. So it is really 5) To know how the age of a male partner influences the
necessary to study the influence of demographic variables on purchase decisionof female global branded products in
purchase decision of female global branded products. Kolkata.
Entrepreneur Ravi Modi founded Manyavar 18 years ago with 5. FORMULATION OF HYPOTHESES
a single store in Kolkata. It currently operates 400- plus stores
Following hypotheses can be drawn to be tested through this
across 170 locations and could be valued at over Rs. 2500
crore, or $400 million, according to recent media reports (The research to evaluate the impact of male influence and other
Times of India, 2017). If successful, the deal-making would variables towards purchase decision of female global branded
provide Vedant, a strong presence in womenswear market, a products in Kolkata:
AWARENESS
PURCHASE
LIFESTYLE
DECISION OF
FEMALE GLOBAL
BRANDED
INCOME
PRODUCTS
AGE
Fig. 1. Effect of Awareness, Lifestyle, Income and Age towards Purchase Decision of Female Global Branded Products
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 7Sucharita Debnath, Dr. Indrajit Sinha BIMS Journal of Management
Awareness: Research Question 4: Does age of male partner have positive
Customer cannot buy a thing unless brand awareness is impact on purchase of female global branded products?
created (Percy & Rossiter, 1992). It is prerequisite dimension
of whole knowledge system in customer mind that tell how Hypothesis 4: Age of male partner have positive impact on
potential a customer is to identify brand under different purchase of female global branded products.
conditions, how much they like a brand and how easy does the
brand name comes to their mind (Keller, 1993). Marketers 6. METHODOLOGY
promote product through many promotional activities to create
awareness. Once customer is aware of any brand and use it This research has design for causal study between independent
then this personal experience turned into brand loyalty and variables namely awareness, lifestyle, income and age and
brand association. dependent variable i.e., male influence towards purchase
decision of female global branded products. To conduct this
Research Question 1: Does awareness level of male research study, primary data were collected through personal
partnerhave positive effect on purchase of female global interview with structured questionnaire which was developed
branded products? on the basis of above mentioned review of literature. The
questionnaires consisted of close-ended questions which were
Hypothesis 1: Awareness level of male partner has positive framed keeping in mind the impact ofmale influences and
effect on purchase of female global branded products. various variables towards purchase decision of female global
branded products. The data collected through these
Lifestyle: questionnaires were examined and SPSS 21was used for data
analysis. Secondary data were collected from previous
For high lifestyle consumers, there is strong impact on
journals, internet, magazines, news articles and newspapers.
purchase of female global branded products. Bharadwajet. al.,
These secondary data helped a lot to frame the above literature
2011explained that the Indianconsumers in developing
reviews.
countries experiencing improved standards of living and
lifestyle and showing a desire to consume global brands. This
Data Collection: In this study, Convenience sampling method
study examined the effect of life satisfaction of Indian
was used for collecting data from respondents through
consumers on brand consciousness and brand-specific
questionnaires. Various shopping malls of Kolkata were
variables (i.e. quality, emotional value and brand loyalty) for
selected as study area and people from this area were selected
female branded products.
for filling up of questionnaires and collecting responses due to
convenience of location. Information was also collected by
Research Question 2: Does lifestyle of male partner have
sending questionnaires through e-mails to friends, relatives
positive effect on purchase of female global branded products?
and colleagues.200 questionnaires wereserved. The
respondents were selected from different shopping malls of
Hypothesis 2: Lifestyle of male partner has positive effect on
Kolkata, where 50 are from each regions of Kolkata. Among
purchase of female global branded products.
200 questionnaires, 135questionnaires were scrutinized and
out of 135, 35 questionnaires were rejected due to various
Income: reasons. Remaining 100 questionnaires were finally used for
Mukherjee et al., 2012 focuses on purchase behaviour and analysis.
perception of foreign brands by carrying out a survey of
potential consumers through data analysis by simple Validity and Reliability of data: To assure the validity of data,
regression techniques. This study throws light on that the principal component analysis (PCA) was used forthis study as
Indian consumers are price-sensitive as disposable income are shown in Table 1 below:
rising, consumption patterns are changing day by day and
brand consciousness level is rising. Male influence on TABLE 1: Kaiser-Meyer-Olkin and Bartlett's Test
purchase of female globalbranded productsis highly dependent
on male’s income.
Kaiser-Meyer-Olkin Measure of Sampling 0.581
Adequacy
Research Question 3: Does income of male partner have
positive impact on purchase of female global branded Approx. Chi-Square 787.993
products? Bartlett's Test of
df 378
Sphericity
Hypothesis 3: Income of male partner has positive impact on Sig. 0.000
purchase of female global branded products. Source: Validity data
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 8Sucharita Debnath, Dr. Indrajit Sinha BIMS Journal of Management Table 1 depictsthat the KMO value of this dataset is 0.581. Total 100 100 Therefore, KMO values between 0.5 and 0.7 aremediocre. However, Bartlett’s test of sphericity with an associated p Income: value of
Sucharita Debnath, Dr. Indrajit Sinha BIMS Journal of Management
TABLE 5: Coefficientsa
Variables Unstandardized Coefficients Standardized t Sig. 95% Confidence Interval for
Coefficients B
B Std. Error Beta
(Constant) 1.393 0.470 2.963 0.004 0.459 2.326
Awareness 0.211 0.127 0.168 1.669 0.099 -0.040 0.463
Lifestyle 0.220 0.128 0.176 1.714 0.090 -0.035 0.475
Income -0.213 0.155 -0.140 -1.372 0.173 -0.522 0.095
Age 0.167 0.118 0.147 1.416 0.160 -0.067 0.402
Source: Regression Data
Table 5 reveals that the beta values of awareness, lifestyle, income and age shows how significant is the relationship among those
variables towards purchase decision of female global branded products. As explained by the figure below:
β = 0.17
AWARENESS
S
PURCHASE
DECISION OF
β = 0.18 PURCHASE DECISION
LIFESTYLE FEMALE
GLOBAL
β= -0.14 BRANDED
INCOME PRODUCTS
β = 0.15
AGE
Fig. 2. Effect of Awareness, Lifestyle, Income and Age through Beta
Values towards Purchase Decision of Female Global Branded Products
Figure 2 reveals thatlifestyle (β=0.18) of male partner of the purchase decision of female global branded products in
group highly influences purchase decision of female global different regions of Kolkata. It was found that different
branded products than other variables. While on the other regions of Kolkata have a strong effect on purchase decision
hand the income (β= -0.14) of male partner of the group does of male partner towards purchase of female global branded
not influences purchase decision of female global branded products. Variables like awareness, lifestyle, income and age
products. Thus this study depicts positive relationship between tend to influence male partner towards purchase decision of
impact of male influence and other variables (Awareness, female global branded products. It can be concluded that our
Lifestyle and Age) towards purchase decision of female global analysis provide insight onmarketers, brand owners and
branded products. especially salespeople who were engaged with daily sales of
female global branded product at particular store. Thus, result
8. CONCLUSION of this study is highlighted and further authenticated the
importance of male influence and other variables regarding
The result shows that there is a high impact of male influence purchase decision of female global branded products.
and other variables i.e., Awareness, Lifestyle and Age towards
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 10Sucharita Debnath, Dr. Indrajit Sinha BIMS Journal of Management
REFERENCES [7] Mukherjee, A., Satija, D., Tanu, M., Murali, G., Mantrala, K.,
&Zou, S. (2012), Are Indian consumers brand conscious?
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Marketing, 23.105-116. and brand attitude advertising strategies. Psychology &
[2] Fernandez, M., Gadi, C., Khanna, A., Mitra, P. and Sabbu, N. Marketing, 9 (4), 263-274. doi: 10.1002/mar.4220090402.
(2000), “Indian retailing comes of age”, McKinsey Quarterly, [9] Sarguna Mary, (2009),” Product purchase decision making
No. 4, pp. 95‐102. process among urbanmarried working women in Tiruchirapalli
[3] Gazhali&Abidin, (2011), The Influence of Socialization Agents District- An analysis, Indian journal of marketing, Februrary, pp
and Demographic Profiles on Brand Consciousness. 17 to 25.
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[4] Jain, V., Vatsa, R., &Jagani, K. (2014), Exploring Generation Business and Management Research, volume 1 (3), pp 159-163.
Z’s Purchase Behavior towards Luxury Apparel: A Conceptual [11] The Times of India, May 9, 2017, Manyavar owner eyes
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[5] Kamalaveni. D., Kalaiselve. S., Rajalakshmi.s.(2008),” Brand [12] Wilkinson-Weber, C. (2005), “Tailoring expectations: how film
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ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 11BIMS Journal of Management
Impact of Subliminal Messages in Print
Advertisements on Customer Behaviour- Special
Reference to the Amul’s Print Advertisement
Anis Chattopadhyay*, Dr. Sujit Mukherjee**
Abstract from different Socio-economic back grounds. Results have
shown positive impact on some of the components of Consumer
The term "subliminal" means beneath the threshold of behaviour.
perception. Many things are subliminal, such as the circulation
of our blood, which we normally do not feel, experience, or 1. INTRODUCTION
perceive moving throughout our bodies. And it is possible to
have our skin touched in such a way that we do not notice the Hundreds of experiments conducted over the last 85 years
touch. have established that people are influenced by cer-tain latent
information in the advertisements. This phenomenon is known
Ever since the term ‘subliminal advertising’ was coined in the as "subliminal perception" and has been popularized in science
1950s, the idea of advertisements with hidden messages that can fiction stories. Subliminal message is a Visual or auditory
influence us without our conscious understanding has message presented so fast or at so low intensity that people
captivated the popular imagination. If adverts can steer us cannot detect it. Literally speaking of subliminal messages it
toward a particular product through surreptitiously placed means be-low threshold. There has been continuous research
words or images designed to be absorbed at a subconscious in subliminal messages in biological sciences, psychology and
level, how else can marketing and government agencies coerce other social science fields including Management. A highly
us into decisions that are not our own? The spectre of
publicized study in 1950’s by James Vicary incorporated a
brainwashing looms large. The topic subliminal advertising has
subliminal message in an add, “Drink Coke, Eat Pop Corn”,
had long controversy ever since 1958 when James vicary
published a study based on the effects in add “Drink Coke, Eat
and the effect was increase in sales after movie at refreshment
Pop Corn”, wherein he had found increase in sales after movie Box (Russel, Rowe and Smouse, 1991).
at refreshment Box (Russel, Rowe and S.mouse, 1991).
Advertisements are not only important to advertiser but to
Subliminal advertisements are directed at subconscious level customer as well as it is an important source of information for
where a consumer is not able to evaluate consciously what is customers and technique of generating sales for advertisers.
happening to him or her but its impact is seen through indirect The advertisers have been always seen alert to catch the
way as what is impact on feelings, how cognitive aspect of a potential buyers unawareness by igniting their state of mind to
consumer is affected, whether consumers of such ads are able feelings and emotions which prompt them to buy the product
to evaluate such type of ads, how much thrilled and involved as the message contained therein is more addressed to psyche
they feel towards characters depicted in such subliminal ads than the vision. Though there are a number of ways how
and many other aspects as well. advertisers can subliminally persuade customers like Music in
ads, the back ground language influence, love messages in
The effectiveness of subliminal messages is actually disputed – advertisements, Social proof/cult feelings but certain messages
if the results of controlled tests are anything to go by. What is are there which may conflict with the sound principles of
evident, however, is that ads containing stimuli that are difficult business ethics. Therefore certain aspects need to be addressed
to discern exist, and that they can, however subtly, alter human like how far is it reasonable to have so much pornography
behavior and emotions. Subliminal advertising is a reality. which is apparent in most of the advertisements, what about
the half sexual actions, how far ethical is it to use metaphor in
Here in this study we have considered few of the ads containing advertisements and more importantly the question of celebrity
subliminal messages so as to see what kind of impact they are endorsement? The study therefore focussed mainly on three
able to make on consumer behaviour. This study has been categories i.e (Pornography and Half Sexual actions, Metaphor
limited to Student of colleges. A sample of 100 was chosen
and Celebrity Endorsement). Pornography and Sexual actions
which included male, female, ranging in the age group of 16-22
*Asst. Professor, Department of Management Science, Techno India, Kolkata
**Associate Dean of Studies, Bharatiya Vidya Bhavan Institute of Management Science, Kolkata; profsujitmukherjee@yahoo.com
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 12Anis Chattopadhyay, Dr. Sujit Mukherjee BIMS Journal of Management
in advertisement may help promote a product but implications conscious evaluation of the change, and encourage them to
associated with such advertisements like spread the idea organically to their associates. Subliminal
inclination/excitement may tempt the youth viewers to satisfy persuasion is about getting people to change their minds, to
their biological needs through illicit relationships, causing change their beliefs, and to accept new information as not only
anxiety and stress which may force them to be-come drug being correct, but having the necessity to spread. Advertising,
addicts catching them in a vicious circle. marketing, movie making, public relations, propaganda,
negotiation, and religion all rely on subliminal persuasion.
Metaphor is being used in advertisements where actions and
messages shown are directed at something else than only the 2. LITERATURE REVIEW
product information like the advertisement of Hero Honda
Igniter, though advertisement is about bike but in this Subliminal message is visual or auditory message pre-sented
advertisement there are certain things that should be taken into so fast or at so low intensity that people cannot detect it.
consideration like why in this advertisement an employee who Literally speaking of subliminal messages it means below
has recently purchased Igniter is shown to have lured a female threshold. There has been continuous re-search regarding
who incidentally happens to be his boss. The metaphor is that subliminal messages in biological, psychological and other
by purchasing Igniter you will be able to get hold of girlfriend social science fields including Management. For example,
and another case of metaphor is that you will not just be able Cheeseman and Merikle (1986) cited the Psychodynamic
to have girlfriend but you will be able to get hold of that Activation theory and theorized how subliminal messages
celebrity which others die for. Celebrity endorsement mostly work in an individ-ual and according to this theory subliminal
affects youth because of their vulnerability and it is believed message pro-vides a subliminal stimulation, which conscious
that endorsements which promote fictitious and misleading mind may be unaware of, to either the visual or auditory cor-
information often affect consumer’s behavior or decisions tex of the brain. According to this theory the subliminal
about the product or service. message bypasses the gatekeeper in the conscious mind and
plants those messages straight into the individuals sub
Though there are certain clinical devices like Tachistoscope consciousness (Stress Relief Management, 2005; Emergeman,
which may directly measure the impact of subliminal and Kopiez, 2006).
advertisements. However in the area of behavioural sciences
we can get response from customers by using Developed James Vicary a researcher, claimed in a press release that
Stimulus Instruments. There are different models of customer subliminal messages had motivated movie viewers to purchase
behaviour like Economic Man where customer is supposed to popcorn and coca cola (Packard, 1957). He used a technique
make rational decisions and Psychodynamic Model where called Tachistoscope to project the words “Drink Coca Cola’’
behaviour is deter-mined by biological drives, rather than and “Eat pocorn’’ for 1/3000 of a second at five second
individual cognition, or environmental stimuli, this process intervals during the presentation of movie entitled Picnic.
where customer makes decisions on the basis of emotions and Soon after Coca Cola study sub-liminal messages caught
not on cognitive abilities is irrational behavior which this attention of business world.Federal funding started being
research proposal is intended to study. If customers emotional funded for related re-search projects(Russel, Rowe &Smouse,
capabilities are lesser than cognitive capabilities then customer 1991).The pub-lic and academia viewed subliminal messages
would make rational decisions and if his/her emotional as a chan-nel that indirectly creates antisocial behavior such as
capabilities overcome cognitive capabilities then whatever early sex stimulation in children, chane in value system of an
decisions customer is taking would be irrational and this individual, cultural change, suicidal acts and Drug use (Taylor
irrational decision making may lead to compulsive buying and Retrie December, 5, 2007).There has been research on two
this may be because of internal factors or external stimuli like types of subliminal messages whichincludes auditory and
subliminal advertisements and here focus has been only on the visual messages (Moore, 1982).According to urban (1992) the
im-pact of external stimuli i.e subliminal advertisements. phe-nomenon of visual subliminal stimulation is real, however
the disagreement continuous on the effective-ness of these
The controversy of subliminal tactics started way back in messages. The visual stimulus can be in terms of graphics and
1950’s and it has been used for increasing sales and also to videos where as auditory includes audios such back ground
bring changes in consumer behaviour. Subliminal messages message in music. However there has been no strong evidence
also create anxiety and as a result of it people tend to lessen of these auditorymessages like in a study concluded by
their anxiety through smoking, drugs and over eating. Merikle(1998).Apart from this, there has been so many
Persuasion is about messaging one-to-one or one-to-many. empirical studies concluded by various scholars includ-ing
Subliminal persuasion occurs when you are able to Benes and Gutkin(1998) who analysed relationship between
successfully implant a message in the mind of a person or music masking and free association.Duke-Budzynesss(1998)
group of people whom you target for change without their conducted a study to enhance the selfesteem in adult
type.Schnell(1986)investigated the effec-tiveness of
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 13Anis Chattopadhyay, Dr. Sujit Mukherjee BIMS Journal of Management
subliminal tapes for improving public speak-ing.Russel, Rowe e) Compulsive buying Component
and Smouse (1911) evaluated the effect of subliminal self-helf f) Purchase Privacy Component
tapes on academic achievement. g) Confusion Related component
h) Demographics Component
3. OBJECTIVES
Sampling Frame, Type & Size:
There has been long controversy regarding the impact of
subliminal advertisements i.e. to say whether these kinds of The Techno India, salt lake is one of the largest college in
advertisements do actually affect the feeling component of an terms of no. of students and course offered. It is having more
individual, whether it affects the cognitive part of a customer than 10 UG courses and 4 PG courses. The sampling frame
whereby he/she then goes for compulsive buying. This consisted students of both UG and PG courses of Management
research proposal tried explore some of the behavioural studies, such as Bachelor of Hospital Management, Bachelor
aspects of a customer that can be affected by subliminal of Hospitality Management, Bachelor of Business
advertisements like feelings, likely involvement in depicted Administration and Master of Business Administration. The
behaviour, believability in actions and ideas promoted through method of sampling used Judgemental sampling wherein the
these advertisements, whether such advertisements create any entire sample have been chosen from Management UG and
confusion, Compulsive buying habits if any, purchase PG courses stated above. Both male and female respondents
intensions and purchase privacy. This study has been were chosen from courses on the basis of judgement sampling.
conducted in Salt lake, and has been undertaken in among the Efforts have been made to choose a representative sample
students of Techno India college, and respondents under study from each strata and sub-strata of the population and a sample
are youth from both the sexes in the age group of 18 to 22. of 105 were chosen which included male and female ranging
in the age group of 18-22 from different SEC Back ground.
The main objectives of the study are:
a) To study the influence of Print advertisement of Amulon 5. RESULTS AND DISCUSSIONS
the feelings, beliefs of customer, purchaseintentions.
After getting the response from 105 respondents of age group
b) To study the perceptions of customers on subliminal 18-22, the following information have been collected
effect of advertisement of Amul. regarding their behaviour regarding consumption Amul Butter
c) To analyse whether subliminal advertisements do create and subliminal print ad inserted by the company in different
any confusion in customer’s mind. time.
d) To study the exact application of subliminal effect in to 1. This response concerned with respondent role in
the elements of print ads. purchasing Amul Butter. The question was “Do you
e) Analysis perception of consumers about different print purchase Butter for your family”. In the response 97
ads of Amul along the time line respondents have told that they can buy butter for their
family. 6 respondents don’t buy for their family and 2
4. RESEARCH DESIGN respondents didn’t reply. It implies that they don’t even
go to shop for purchase.
Sources of Data:
1 . Do you purchase Butter for your family
The source of data was both primary as well as secondary. The
primary data was obtained from youth in the age group of 18
to 22. The instrument for empirical study consisted of
Yes
structured questionnaire based on established scales along
with a eleven print advertisements of Amul, spreaded over 11 no
years from 2006 i.e, 2006, 2007, 2008, 2009, 2010, 2011,
2012, 2013, 2014, 2015 and 2016. The advertisements are blank
chosen judgementally taking care of the criteria of most
debatable print ad of Amul.
1 . Do you purchase Butter for your family
The various components of the questionnaire are: Response no. of respondent
a) Feeling component Yes 97
b) Likely Involvement Component no 6
c) Scale on Cognitive Component
blank 2
d) Purchase Intension Component
ISSN: 2456-222X; Vol 3. Issue 1; January – June 2018 14You can also read
