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INTRODUCTION

MARKETING

Marketing concept evolved in late 1950s and field of consumer perception is deeply

rooted in this concept. After World War II, there as great demand for almost all sorts of

products and the marketing philosophy as to produce cheap goods and make them

availa!le at as many places as possi!le. "his approach suited the marketers !ecause

demand e#ceeded supply and consumers ere more interested in o!taining the product

rather than in any specific feature.

"he ne#t stage has !een product orientation, hich assumes that consumers ill !uy the

product that offers them the highest $uality in terms of performance and feature. "he

company makes all efforts to improve product $uality. the focus is on the product rather

than on hat the consumers need or ant. %rofessor &evitt has called this e#cessive focus

on product $uality as 'marketing myopia'. "his e see happen in highly competitive

markets here some companies keep on adding unnecessary features, passing their cost

on to the consumers, in hopes of attaching them.

(elling orientation evolved as a natural conse$uence of production orientation and

product orientation. "he market is primary focused on selling the product that it

unilaterally decided to produce. "he assumption is this approach is that consumers ould

not !uy enough of this product unless they are actively and aggressively persuaded to do

so. "his approach is knon as 'hard)sell' and consumers are induced to !uy hat they do

not ant or need. "he %ro!lem ith this approach is that it dose not take consumer

satisfaction into account. "his often leads to dissatisfaction and unhappiness in consumer

and is them to !uy the product.

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Marketing as e kno it today !egan in the 19*0s ith the !irth of the 'marketing

orientation'. +uring the first stage of capitalism !usiness had a production orientation.

usiness as concerned ith production, manufacturing, and efficiency issues. y the

mid 1950s a second stage emerged, the sales orientation stage. usiness-s prime concern

as to sell hat it produced.

y the early 19*0s a third stage, the marketing orientation stage emerged as !usinesses

came to realie that consumer needs and ants drove the hole process. Marketing

research !ecame important. usinesses realied it as futile putting a lot of production

and sales effort into products that people did not ant.

(ome commentators claim that e are no on the verge of a fourth stage, one of a

personal marketing orientation. "hey !elieve that the technology is availa!le today to

market to people on an individual !asis /see personalied marketing, permission

marketing, and mass customiation. "hey feel it is no longer necessary to think in !road

aggregated terms like market segments or target markets.

Marketing has !ecome an academic discipline in itself, ith tertiary degrees in the field

no routinely aarded. Masters and +octrinal degrees can !e o!tained in numerous

su!categories of marketing including Marketing 2esearch, 3onsumer ehavior,

International Marketing, Industrial Marketing /also called !)to)! marketing, 3onsumer

Marketing /also called !)to)c marketing, %roduct Management, and e)Marketing.

Marketing as defined !y the American Marketing Association in 194 as, 6the

performance of !usiness activities that direct the flo of goods and services from

producer to consumer or user7.

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Marketing management is the practical application of marketing techni$ues. It is the

analysis, planning, implementation, and control of programs designed to create, !uild, and

maintain mutually !eneficial e#changes ith target markets. "he marketing manager has

the task of influencing the level, timing, and composition of demand in ay that ill

achieve organiational o!ectives.

In modern times, mainly after the invention of the electronic computer, markets are not

alays located in a physical space. (uch virtual markets consist of communication paths

here information e#change is easy and deals may !e struck. A nota!le e#ample of this is

the international currency market.

Marketing is the craft of linking the producers /or potential producers of a product or

service ith customers, !oth e#isting and potential. (ome form of marketing arises

naturally in all capitalist societies !ut is not limited to capitalist societies. Marketing

techni$ues are also applied in politics, religion, personal affairs, and many other aspects

of life.

Marketing methods are informed !y many of the social sciences, particularly psychology,

sociology, and economics. Marketing research underpins these activities. "hrough

advertising, it is also related to many of the creative arts. (uccessful marketers typically

have a customer orientation or focus.

In popular usage, the term 'marketing' refers to the promotion of products, especially

advertising and !randing. :oever, in professional usage the term has a ider meaning.

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It can !e divided into four sections, often called the 'four %s,' only one of hich is

promotion. "hey are

Product ) "he %roduct management aspect of marketing deals ith the

specifications of the actual good or service, and ho it relates to the end)user-s

needs and ants.

Pricing ) "his refers to the process of setting a price for a product, including

discounts.

Promotion ) "his includes advertising, promotion, pu!licity, and personal selling,

and refers to the various methods of promoting the product, !rand, or company.

Place or distribution refers to ho the product gets to the customer< for e#ample,

point of sale placement or retailing.

"hese four elements are often referred to as the marketing mi#. A marketer ill use these

varia!les to craft a marketing plan. =or a marketing plan to !e successful, the mi# of the

four 'p-s' must reflect the ants and desires of the consumers in the target market.

Marketing management involves

>nderstanding the economic structure of your industry

Identify segments ithin your market

Identify the Marketing strategy hich !est fits your company

Identifying your target market

+o marketing research to develop profiles /demographic, psychographic, and

!ehavioral of your core customers

>nderstand your competitors and their products

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+evelop ne products

?sta!lish environmental scanning mechanisms to detect opportunities and threats

>nderstand your company-s strengths and eaknesses

Audit your customers- e#perience of your !rand in full

+evelop marketing strategies for each of your products using the marketing mi#

varia!les of price, product, distri!ution, and promotion

3reate a sustaina!le competitive advantage

>nderstand here you ant your !rands to !e in the future, and rite marketing

plans on a regular !asis to help you get there

(etup feed!ack systems /management information system to help you monitor

and adust the process

%hilip @otler has descri!ed the modern marketing concept in the folloing ords

6"he marketing concept is a customer orientation !acked !y integrated marketing aimed

at generating customers satisfaction as the key to satisfying organiational goals.7

CONSUMER PERCEPTION

3onsumer perception is a rapidly groing discipline of study. It means more than ust

ho a person !uys products. It is a comple# and multidimensional process and reflects

the totality of consumers- decisions ith respect to ac$uisition consumption and disposal

activities us as consumer e#hi!it very significant differences in our !uying perception and

play an important role in local, national or international economics conditions. ne of the

very fe aspect common to all of us that e all are consumers ho have unfulfilled, or

partially fulfilled needs and ants. Bo matter ho e are) ur!an or rural, male or female,

young or old, rich or poor, educated or uneducated, perception or non perception or

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hatever) e are all consumer. We consume or use on a regular !asis food, shelter ,

clothing, education, entertainment, !rooms, tooth!rushes, vehicles, domestic help,

healthcare and other service, necessities, comforts, lu#uries and even ideas etc.

rganiations realie that their marketing effectiveness in satisfying consumer needs and

ants at a profit depends on a deeper understanding of consumer perception. ur

consumption related perception influences the development of technology and

introduction of ne and improved products and services.

(ome of the important issues that marketing e#ecutives face include

What do consumers think a!out our products and those of our competitorsC

What do they think of possi!le improvement in our productsC

:o do they actually use our productsC

What are their attitudes toard our products and our promotional effortsC

"o succeed in a dynamic marketing environment, marketers have an urgent need to learn

and anticipate hatever they can a!out consumers. "he !etter they kno and understand

consumers, the more advantageous it ould prove in accomplishing their organiational

o!ective. Marketers ant to kno hat consumers think, hat they ant, ho they

ork, ho they entertain themselves, ho the play etc.

CONSUMER PERCEPTION DEINED

'3onsumer perception refers to the actions and decision processes of people ho

purchase goods and services for personal consumption.7 Dames = ?ngel 2oger +

lackell and %aul W Miniard '3onsumer %erception' /+ryden %ress, 1990.

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'"he perception that consumer display in searching for, purchasing, using. evaluating and

disposing of product and service that the accept ill satisfy their needs. &eon F

(chiffman and &eslie &aer @anuk, -3onsumer %erception-, %rentice):all of India, 4th ed.

1991.

:o consumers make decisions to spend their availa!le resources such as money, time

and effort on consumption and use related items is the su!ect of consumers perception

study. 3onsumers perception has to aspects the final purchase activity hich is visi!le

to us and the decision process hich may involve the interplay of a num!er of comple#

varia!les not visi!le to us. In fact, purchase perception is the end result of a long process

of consumer decision making. "he study involves hat consumers !uy, hy they !uy it,

ho they it, hen they !uy it here they !uy it, ho fre$uently they !uy it and ho they

dispose of the product after use.

DISCIP!INES IN"O!"ED IN T#E STUD$ O CONSUMER PERCEPTION

3onsumer perception as a relatively ne field of study during the second half of 19E0s

ithout a history or research of its on. It is in fact a su!set of human perception and it is

often difficult to dra a distinct line !eteen consumer)related perception and other

aspects of human perception. "he disciples of consumers perception has !orroed

heavily from concept developed in other disciples of study such as psychology, sociology,

social psychology, cultural anthropology and economics.

Ps%c&log% is the study of individual hich includes motivation, perception,

attitudes, personality and learning theories. All these factors are critical to an

understanding of consumer perception and help us to comprehend consumption

related needs of individuals, their actions and responses to different promotional

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message and products and the ay their e#perience and personality characteristics

influence product choices

Sociolog% is the study of group. When individuals from groups, their actions are

sometimes $uite different from the actions of those very individuals hen they are

operating alone. "he influ#es of group mem!ership, family and social class on

consumer perception are important for the study of consumers perception.

Social 's%c&olog% is a com!ination of sociology and psychology and studies ho

an individual operators in a group. It also studies ho those hose opinions they

respect such as peers, reference groups.

Cultural ant&ro'olog% is the study of human !eings in society. It e#plores the

development of core !eliefs and customs that individuals inherit from their parents

and grandparents, hich influence their purchase and consumption perception.

Economics An important aspect of the study of economics is the study of ho

consumers spend their funds, ho they evaluate alternatives and ho they make

decisions to get ma#imum satisfaction from their purchases


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COMPAN$ PROI!E

TE!ECOM INDUSTR$ IN INDIA()

"he telecom industry is one of the fastest groing industries in India. India has nearly

800 million telephone lines making it the third largest netork in the orld after 3hina

and >(A. With a groth rate of 45G, Indian telecom industry has the highest groth rate

in the orld.

) Much of the groth in Asia %acific Wireless "elecommunication Market is spurred !y

the groth in demand in countries like India and 3hina.

) IndiaHs mo!ile phone su!scri!er !ase is groing at a rate of 8.8G.

) 3hina is the !iggest market in Asia %acific ith a su!scri!er !ase of 4G of the total

su!scri!ers in Asia %acific. 3ompared to that India s share in Asia %acific Mo!ile %hone

market is E.4G. 3onsidering the fact that India and 3hina have almost compara!le

populations, Indias lo mo!ile penetration offers huge scope for groth.

2eliance 3ommunications &imited founded !y the late (hri. +hiru!hai : Am!ani /19;8)

8008 is the flagship company of the 2eliance Anil +hiru!hai Am!ani Froup. "he

2eliance Anil +hiru!hai Am!ani Froup currently has a market capitaliation of over 2s.

;,00,000 crore, net orth in e#cess of 2s. 40,000 crore, cash flos of 2s. 9,000 crore, net

profit of 2s. 5,000 crore and ero net de!t.

2ated among 'Asia-s "op 5 Most Jalua!le "elecom 3ompanies', 2eliance

3ommunications is India-s foremost and truly integrated telecommunications service

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provider. "he company, ith a customer !ase of over 40 million including over 1.;

million individual overseas retail customers, ranks among the "op 10 Asian "elecom

companies !y num!er of customers. 2eliance 3ommunications- corporate clientele

includes E00 Indian and 850 multinational corporations, and over 800 glo!al carriers.

2eliance 3ommunications has esta!lished a pan)India, ne#t generation, integrated

/ireless and ireline, convergent /voice, data and video digital netork that is capa!le

of supporting !est)of)class services spanning the entire infocomm value chain, covering

over 1;,000 tons and 500,000 villages. 2eliance 3ommunications ons and operates

the orld-s largest ne#t generation I% ena!led connectivity infrastructure, comprising over

1E5,000 kilometers of fi!re optic ca!le systems in India, >(A, ?urope, Middle ?ast and

the Asia %acific region.

COMPAN$ O"ER"IE*

"he &ate +hiru!hai Am!ani dreamt of a digital India K an India here the common man

ould have access to afforda!le means of information and communication. +hiru!hai,

ho single)handedly !uilt Indias largest private sector company virtually from scratch,

had stated as early as 1999 6Make the tools of information and communication availa!le

to people at an afforda!le cost. "hey ill overcome the handicaps of illiteracy and lack of

mo!ility.7

It as ith this !elief in mind that 2eliance 3ommunications /formerly 2eliance

Infocomm started laying E0,000 route kilometres of a pan)India fi!re optic !ack!one.

"his !ack!one as commissioned on 8 +ecem!er 8008, the auspicious occasion of

+hiru!hais *0th !irthday, though sadly after his une#pected demise on E Duly 8008.

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2eliance 3ommunications has a relia!le, high)capacity, integrated /!oth ireless and

ireline and convergent /voice, data and video digital netork. It is capa!le of

delivering a range of services spanning the entire infocomm /information and

communication value chain, including infrastructure and services K for enterprises as

ell as individuals, applications, and consulting.

"oday, 2eliance 3ommunications is revolutionising the ay India communicates and

netorks, truly !ringing a!out a ne ay of life. 2eliance 3ommunications is the

flagship company of the Anil +hiru!hai Am!ani Froup /A+AF of companies. &isted on

the Bational (tock ?#change and the om!ay (tock ?#change, it is Indias leading

integrated telecommunication company ith over 5* million customers.

usiness of reliance communications encompasses a complete range of telecom services

covering mo!ile and fi#ed line telephony. It includes !road!and, national and

international long distance services and data services along ith an e#haustive range of

value)added services and applications. It constant endeavour is to achieve customer

delight !y enhancing the productivity of the enterprises and individuals.

2eliance Mo!ile /formerly 2eliance India Mo!ile, launched on 8 +ecem!er 8008,

coinciding ith the oyous occasion of the late +hiru!hai Am!anis *0th !irthday, as

among the initial initiatives of 2eliance 3ommunications.

It marked the auspicious !eginning of +hiru!hais dream of ushering in a digital

revolution in India."oday, reliance communications can proudly claim that it as

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instrumental in harnessing the true poer of information and communication, !y

!estoing it in the hands of the common man at afforda!le rates.

2eliance communications endeavour to further e#tend its efforts !eyond the traditional

value chain !y developing and deploying complete telecom solutions for the entire

spectrum of society.2eliance L Anil +hiru!hai Am!ani Froup, an offshoot of the

2eliance Froup founded !y (hri +hiru!hai : Am!ani /19;8)8008, ranks among Indias

top three private sector !usiness houses in terms of net orth.

"he group has !usiness interests that range from telecommunications /2eliance

3ommunications &imited to financial services /2eliance 3apital &td and the generation

and distri!ution of poer /2eliance ?nergy &td. 2eliance L A+A Froups flagship

company, 2eliance 3ommunications, is India-s largest private sector information and

3ommunications 3ompany, ith over 5* million su!scri!ers. It has esta!lished a pan)

India, high)capacity, integrated /ireless and ireline, convergent /voice, data and

video digital netork, to offer services spanning the entire infocomm value chain. ther

maor group companies K 2eliance 3apital and 2eliance ?nergy are idely

acknoledged as the market leaders in their respective areas of operation.

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O+,ECTI"ES O T#E STUD$

"o determine o!ective is first in the planning process once target is decided the ay are

easily found out, the folloing are the maor o!ective of this research study.

+irect sales of 2+?& products.

Jillage mapping of 2?&IAB3? communication netork.

3ompetitor analysis in rural markets.

3ustomer satisfaction regarding product and company.

(tudy of rural consumer perception.

(tudy the preferences and perception of consumers regarding various !rands.

"o find out price consciousness of customers.

RESEARC# MET#ODO!OG$

"he ord 2esearch is derived from the &atin ord meaning to kno. It is a systematic

and a replica!le process, hich identifies and defines pro!lems, ithin specified

!oundaries. It employs ell)designed method to collect the data and analyses the results.

It disseminates the findings to contri!ute to generalie a!le knoledge. "he

characteristics of research presented !elo ill !e e#amined in greater details later are

(ystematic pro!lem solving hich identifies varia!les and tests relationships !eteen

them,

3ollecting, organiing and evaluating data.

&ogical, so procedures can !e duplicated or understood !y others

?mpirical, so decisions are !ased on data collected

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2eductive, so it investigates a small sample hich can !e generalied to a larger

population

2eplica!le, so others may test the findings !y repeating it.

+iscovering ne facts or verify and test old facts.

+eveloping ne scientific tools, concepts and theories, hich ould facilitate to

take decision.

=or the proper analysis of data simple statistical techni$ues such as percentage ere use.

It helps in making more generaliation from the data availa!le. "he data hich as

collected from a sample of population as assumed to !e representing entire population

as interest. +emographic factors like age, income and educational !ackground as used

for the classification purpose.

+?=IBI"IB(

A. 2esearch is the systematic investigation to esta!lish facts or collect information on

a pre decided su!ect.

. Methodology is the specification of the system of principles and techni$ue used in

a particular discipline.

2esearch methodology is a process, hich guide the researcher during the hole course

of research. It orks as a devise ithout hich an effective research can not !e carried

out. :ence it is, very necessary for the researcher that he has to adopt the design suited to

them.If the due importance is not given to the researcher design it could create impurities

the research process.

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"hus the ork ould lose the relia!ility. "his is the reason that it is not only desira!le !ut

also important to construct a good research methodology.

2?(?A23: +?(IFB

2esearch design involves a general plan of ho to go a!out ansering the research

$uestions set keeping mind the research o!ective.

+uring the course of this research descriptive research is used due to the folloing

reasons.

1. It provides a se$uential from to the hole process of research.

8. It helps to connect the hole research process hich to the o!ective of research

hich otherise ould have departed thus disfigured the hole research.

;. "he design ould help to make any changes in future to the process and check

any maor short coming hich otherise ould have taken place.

(>23?(

(econdary sources)

=or the completion of the research it as important that secondary data should !e

supplemented !y primary data originated specifically for the research in hand. "he

primary data as gathered through $uestionnaires. My research findings are !ased on the

information collected from filled $uestionnaires. "he main sources of secondary data

ere)

Internal +ata)

(ome previous market studies !y the guide.

2eports and data!ase of 23M provided !y guide.

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%2IMA2 +A"A 3&&?3"IB M?":+

Method used to collect primary data is

Nuestionnaire Method

=or the purpose of the study survey as conducted across different villages in Dodhpur

district. "he Nuestionnaire /a sample copy is shon in proect report as prepared

according to the o!ectives of the proect and as administered accordingly. "he data

gathered through this e#ercise !ecame the primary data.

"here are generally to types of $uestions)

pen)ended allo respondents to ansers in their on ords. "hese reveal more

!ecause it does not allo any constraints on respondents.

3lose)ended in this all ansers are pre)specified, close and $uestions are easy to

ta!ulate and interpret.

>sed)$uestionnaire this $uestionnaire hich used !y researcher is a mi#ed type.

&astly, great precautions as to !e e#ercise in the orking and se$uencings of the $uestion.

"he $uestionnaire should !e simple, direct un!iased. "he lead $uestion should !e a!le to

create interest. +ifficult $uestion should !e asked at the last, a logical flo has to !e

maintained for the $uestion.

(AM%&? (IO?

=or carrying out any research or study on any su!ect it is very difficult to cover even

10G of the total population. "herefore the sample sie has to !e decided for a meaningful

conclusion. =or designing the sample sie, it as thought proper to cover a very small

percentage of population in various age groups.

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"he method used for sample techni$ue as non pro!a!ility convenience sampling

method. "his method is used !ecause it is knon previously as to hether a particular

person ill !e asked to fill the $uestionnaire. 3onvenient sampling is used !ecause only

those people ill !e asked to fill the $uestionnaires that ere easily accessi!le and

availa!le to the researcher.

3onsidering the constraints, it as decided to conduct the study !ased on sample sie of

100 people in specific age groups. (cientific method is not adopted in this study !ecause

of financial constraints and also !ecause of lack of time< also the !asic aim of doing the

research is academic, hence most convenient ay is selected.

"%?( P "?3:BIN>?(

"he study conducted is a conclusive descriptive statistical study< the researcher comes to

the decision hich is precise and rational. "he study is conclusive !ecause after doing the

study the researcher comes to a conclusion regarding the position of the !rand in the

minds of respondents of different firms groups. "he study is statistical !ecause

throughout the study all the similar samples are selected and group together. All the

similar responses are taken together as one and their percentages are calculated.

"hus, this, conclusive descriptive statistical study is the !est study for this purpose as it

provides the necessary information hich is utilie to arrive at a concrete decision.

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"&( >(?+

"o kno the response I have used the $uestionnaire method in sample survey. If one

ishes to find hat people think or kno, the logical procedure is to ask them. "his has

lead marketing researchers to use the $uestionnaire techni$ue for collecting data more

than any other method.

In this method $uestionnaire ere distri!uted to the respondents and they ere asked to

anser the $uestions in the $uestionnaire. "he $uestionnaires ere structured non)

disguised $uestionnaire !ecause the $uestions, hich the $uestionnaire contained, ere

arranged in a specific order !esides every $uestion asked as logical for the study< no

$uestion can !e termed as irrelevant.

"he $uestionnaire, ere non)disguised !ecause the $uestionnaire ere constructed so that

the o!ective is clear to the respondent. "he respondents ere aare of the o!ective.

"hey kne hy they asked to fill the $uestionnaire.

TENTATI"E C#APTER SC#EME

3hapter L 1 Introduction

3hapter ) 8 3ompany %rofile

3hapter L ; Marketing P 3onsumer %erception

3hapter L 4 2esults and +iscussion

3hapter L 5 3onclusions and 2ecommendation

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!IMITATION O T#E STUD$

All research papers have its on limitations in terms of methodology and the resources

availa!le for its conduct. "his study is no e#ception to it and has !een carried under

folloing limitation

(ome of the respondents ere not forthcoming ith information as they thought

it to !e a aste of time.

A num!er of respondents ere !iased toards a particular !rand, hich as

giving them !etter returns.

(ome of the respondents ere not availa!le so, contacted person as not a!le to

present a fair vie.

"he research ill !e conducted in a limited area.

"he internet information can !e irrelevant.

"ime ill !e a maor constraint.

"he respondent ill !e limited so cannot !e treated as a hole population.

+ue to language pro!lem it is possi!le that the respondents are not !e a!le to

understand the $uestionnaire and can cause misleading results.

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+I+!IOGRAP#$

+OOKS(

@otler %hilip Marketing in Be Millennium, Millennium ?dition %rentince

:all of India, Be +elhi.

3.2 @othari 2esearch Methodology< Wishva %u!lication, Be +elhi.

3onsumer %erception and Marketing Action !y Assael :., hio south

estern 1995

3onsumer %erception !y D.=. ?ngle, +ryden %ress, 199;

3onsumer %erception in marketing !y :oard, Dohn A, %rentice :all Inc.,

199

3onsumer %erception Implications for marketing strategy, !y :akins

+.I., usiness 1995

3onsumer %erception !y (chiffman &.F. and @anuk &.&., %rentice hall of

India, 1994

Marketing Management %.@. Agaral

Marketing Management, 18th ed.. %earson %rentice :all. 800E. I(B 0)1;)

145*5*).

Mc@enna, 2egis /Danuary 1991. 'Marketing is ?verything'. :arvard

usiness 2evie.

+rucker, %eter =. /199; /reprint. Management "asks, 2esponsi!ilities,

%ractices. :arper3ollins. I(B 0)*;0)E15)8.

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@otler, %hilip /Bovem!er 19**. '=rom (ales !session to Marketing

?ffectiveness'. :arvard usiness 2evie.

A ! 3lancy, @evin D.< %eter 3. @riegafsd /8000. 3ounterintuitive

Marketing. "he =ree %ress. I(B 0)E4)5555)0.

@eller, @evin &ane /8008. (trategic rand Management, 8nd ed.. %rentice

:all. I(B 0)1;)041150)*.

%orter, Michael /199. 3ompetitive (trategy /revised ed.. "he =ree %ress.

I(B 0)E4)414)*.

A ! @otler, %hilip.< @evin &ane @eller /800E. Marketing Management,

18th ed.. %earson %rentice :all. I(B 0)1;)145*5*).

A ! 2ies, Al< Dack "rout /8000. %ositioning "he attle for our Mind

/80th anniversary ed.. McFra):ill. I(B 0)0*)1;591E).

%orter, Michael /199. 3ompetitive Advantage /revised ed.. "he =ree

%ress. I(B 0)E4)414E)0.

(chult, +on ?.< %hilip D. @itchen /8000. 3ommunicating Flo!ally.

%algrave Macmillan. I(B 0);;;)981;*)8.

=ournier, (usan /199, 63onsumers and "heir rand +evelopment

2elationship "heory in 3onsumer %erception,7 Dournal of 3onsumer

2esearch

Filly, Marcy 3 and Oethami, Jalarie A /195, 6"he ?derly 3onsumer and

Adoption of "echnologies7, Dournal of 3onsumer 2esearch

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Founaris, (piros and (tathakopoulos Jlasis /8004, 6 Antecedent and

3onse$uences of rand &oyalty L An ?mpirical (tudy7, rand

Management

:een, @enneth /800*, 6"een "alk is, &ike, "otally randed7, randeek

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2eliance communication httpQQ.reliancecommunication.com

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