Relationship Marketing Literature Review

1579 Words7 Pages
India’s heterogeneity – ethnic groups, income levels, geographies, religions, languages, urban/rural mix – leads to a lot of variation in the tastes and likings of the consumers. Hence understanding the need of the Indian consumer and planning as well as forecasting their change in purchase behavior is always a challenging exercise for organizations during the launch of new products. The external analysis by organizations also includes competition analysis and the changing market scenario. They have to continuously keep track of global companies extending their brand in the Indian market and also the Indian companies innovating to extend their product portfolio resulting in diminishing the advantages the key success factors of existing products.…show more content…
The authors have summarized 72 definitions along with 50 general defining constructs of relationship marketing. In addition, sector-specific defining constructs for the banking, insurance, and health care sectors have also been identified. This article bridges the gap in the existing relationship marketing literature by providing a comprehensive list of relationship marketing definitions and identifying major general as well as some sector-specific defining constructs along different industry verticals. The review of the existing literature was done to reduce the time and efforts of present and future researchers in this area by providing a quick snapshot of the existing definitions and major defining constructs that constitute relationship marketing. In recent time energy efficiency and its advantages have created new constructs in the overall decision process of the customer. My literature review includes understanding studies done on purchase of energy efficient devices for residential sector.…show more content…
A structured questionnaire has been used to evaluate the different variables which influence consumer preference for eco-friendly products. The variables are listed as below: 1. Age: Majority of people from the sample size fall between the age group of 40-50 years. 2. Monthly income: Income level doesn’t has a great influence over the preferences of the consumers. 3. Benefits of eco-friendly appliances 4. Importance of eco-friendly appliances 5. Elements which attracts a consumer to buy eco-friendly appliances: Majority of people are concerned with the actual eco-friendly impact of the appliances. 6. Restrictions in choosing an eco-friendly appliance: Majority of people find the eco-friendly products relatively expensive. 7. Availability in local stores 8. Effect of marketing on consumers 9. Large enough selection to choose from 10. Influence of others Sample data has been collected from the NCR region and the state of Patna. A total of 100 responses have been collected across the cities. This has been done by door to door survey and also by collecting online responses. The analysis of the questionnaire has been done using the tally
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