Weitere Kapitel dieses Buchs durch Wischen aufrufen
Economical success or failure of brands is not an outcome of one or two random variables, but it depends on the success of carefully planned and implemented array of marketing programs. This chapter aims to study the variables and factors, which play important role in the performance of small brands of clothing. In developing countries like India, small brands face more challenges than big brands. Marketers need to understand the factors or attributes, which are valued by consumers and then provide better value than competitors. Primary data has been collected from different channel partners like retailers, distributors, and wholesalers. Questions related to customer satisfaction, perceived quality, price, training and support to channel partners, terms and conditions of sales and payments, and replenishment policies have been asked. Factor analysis and confirmatory factor analysis have been used to group correlated variables or attributes and identify underlying dimensions. It is found that the marketing programs designed by the declined brands were not suitable and were inappropriate. Studied brands have been rated low on customers’ perception of quality, price, durability, variety, and availability. Results, findings, and recommendations of the study can be helpful to entrepreneurs, managers, strategists, and academicians to understand Indian branded apparel market.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16. CrossRef
Abernathy, F. H., Volpe, A., & Weil, D. (2006). The future of the apparel and textile industries: Prospects and choices for public and private actors. Environment and Planning, 38(12), 2207–2232. CrossRef
Acs, Z. J., & Audretsch, D. B. (1990). Innovation and small firms. MIT Press.
Aleamoni, L. M. (1973). Effects of size of sample on Eigenvalues, observed communalities and factor loadings. Journal of Applied Psychology, 58(2), 266–269. CrossRef
Autio, E. (2008). High- and low-aspiration entrepreneurship and economic growth in low-income economies. Paper Presented at the UNU-WIDER Project Workshop on Entrepreneurship and Economic Development, Helsinki, Finland, 21–23 August.
Azevedo, S., Pereira, M. M., Ferreira, J. J. M., & Pedroso, V. (2008, November). Consumer Buying Behavior in Fashion Retailing: Empirical Evidences. MPRA 11908.
Beck, T., Demirguc-Kunt, A., & Levine, R. (2005). SMEs growth and poverty: Cross-country evidence. Journal of Economic Growth, 10(3), 199–229. CrossRef
Bentler, P. M. (1989). EQS structural equations program manual. Los Angeles, CA: BMDP Statistical Software.
Bentler, P. M. (1995). EQS structural equations program manual. Encino, CA: Multivariate Software Inc.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588–606. CrossRef
Dekimpe, M., Steenkamp, J. E. B. M., Mellens, M., & Vanden Abeele, P. (1997). Decline and variability in brand loyalty. International Journal of Research in Marketing, 14(5), 405–420. CrossRef
Dhir, S. (2016). Global competitiveness of informal economy organizations. In Flexible work organizations (pp. 209–224). India: Springer.
Dhir, S., & Mital, A. (2013). Asymmetric motives in Indian bilateral cross-border joint ventures with G7 nations: Impact of relative partner characteristics and initial conditions. International Journal of Strategic Business Alliances, 3(1), 69–92. CrossRef
Esquivias, P., Knox, S., & Visser, J. (2013). Fueling growth through word of mouth: Introducing the brand advocacy index. Boston Consulting Group, Inc.
Field, A. (2000). Discovering statistics using SPSS for windows. London, Thousand Oaks, New Delhi: Sage Publications.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–373. CrossRef
Frayne, C. A., & Geringer, G. M. (2000). Self management training for improving job performance: A field experiment involving salespeople. Journal of Applied Psychology, 85(3), 361–372. CrossRef
Garg, R. K., & Jain, S. (2008). Impact of change management on competitiveness: A study of Small Scale Industry in Punjab. Global Journal of Flexible Systems Management, 9(2 & 3), 55–60. CrossRef
Geroski, P. A. (1995). What do we know about entry. International Journal of Industrial Organization, 13(4), 421–440. CrossRef
Gerzema, J., & Lebar, E. (2008). The brand bubble: The looming crisis in brand value and how to avoid it. A Wiley Imprint: Jossey-Bass.
Helsen, K., & Schmittlein, D. C. (1993). Analyzing duration times in marketing: Evidence for the effectiveness of hazard rate models. Marketing Science, 11(4), 395–414. CrossRef
Jöreskog, K. G., & Sörbom, D. (1986). LISREL VI: Analysis of linear structural relationships by maximum likelihood and least square methods. Mooresville, IN: Scientific Software Inc.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–749. CrossRef
Kozan, M., Oksoy, D., & Ozsoy, O. (2006). Growth plans of small businesses in Turkey: Individual and environmental influences. Journal of Small Business Management, 44(1), 114–129. CrossRef
Leff, N. H. (1979). Entrepreneurship and economic development: The problem revisited. Journal of Economic Literature, 17(1), 46–64.
Little, I. M. D. (1987). Small manufacturing enterprises in developing countries. World Bank Economic Review, 1(2), 203–235. CrossRef
Prasad, S., Tata, J., & Motwani, J. (2001). International supply chain management: Learning and evolving networks. Global Journal of Flexible Systems Management, 2(2), 31–36.
Ramaswamy, K. V., & Gereffi, G. (2000). India’s apparel exports: The challenge of global markets. The Developing Economies, 38(2), 186–210. CrossRef
Richardson, J. (1996). Vertical integration and rapid response in fashion apparel. Organization Science, 7(4), 400–412. CrossRef
Riebe, E., Sharp, B., & Stern, P. (2002). An empirical investigation of customer defection and acquisition rates for declining and growing pharmaceutical brands. In ANZMAC 2002 Conference Proceedings (pp. 1441–1446).
Rosenberg, L. J., & Czepiel, J. A. (1984). A marketing approach to customer retention. Journal of Consumer Marketing, 1(Spring), 45–51. CrossRef
Smith, P., & Amos, J. (2004). Brands, innovation and growth—Evidence on the contribution from branded consumer businesses to economic growth. London: PIMS Associates Ltd.
Steiger, J. H., & Lind, J. C. (1980). Statistically based tests for the number of common factors. Paper Presented at the Annual Meeting of the Psychometric Society, Iowa City, IA.
Tucker, L. R., Koopman, R. F., & Linn, R. L. (1969). Evaluation of factor analytic research procedures by means of simulated correlation matrices. Psychometrika, 34(4), 421–459. CrossRef
Tucker, L. R., & Lewis, C. (1973). A reliability coefficient for maximum likelihood factor analysis. Psychometrika, 38(1), 1–10. CrossRef
Van Biesebroeck, J. (2005). Firm size maters: Growth and productivity growth in African manufacturing. Economic Development and Cultural Change, 53(3), 545–583. CrossRef
Weiss, D. (1976). Multivariate procedures. In M. D. Dunnette (Ed.), Handbook of industrial/organizational psychology. Chicago, IL: Rand McNally.
You, J.-I. (1995). Small firms in economic theory. Cambridge Journal of Economics, 19(3), 441–462. CrossRef
- Why Do Small Brands Decline? A Perspective on Indian Apparel Market
- Springer Singapore
- Chapter 17
Neuer Inhalt/© Stellmach, Neuer Inhalt/© Maturus, Pluta Logo/© Pluta, digitale Transformation/© Maksym Yemelyanov | Fotolia