INDRA SINHA’S ANIMAL’S PEOPLE: MEMORY OF AN ECOCIDE AND UNEVEN DEVELOPMENT
December 31, 2019ATTITUDE, AWARENESS, AVAILABILITY AND FREQUENCY OF USING ICT BY SCIENCE TEACHERS IN INDORE CITY
December 31, 2019ADVERTISEMENT AND SUSTAINABLE CONSUMPTION: A CASE STUDY OF PASSENGER CAR MARKET IN KERALA
*Akhila P Nair, **Subbiah G, ***Sreeja J. P.
* Research Scholar, Manonmaniam Sundaranar University, Tirunelveli, Tamilnadu, India.
**Assistant Professor, Department of Economics, S.T.Hindu college, Nagarcoil, Tamilnadu, India.
*** Assistant Professor, Department of Economics, Sree Devi Kumari Women’s College, Kuzhithura , Tamilnadu, India.
Abstract
The present study mainly considers two important passenger car companies such as Maruti Suzuki and Tata Motors. More than 75% of sample respondents purchase Maruti Suzuki cars because of the preference of brand model. Maruti Suzuki car considerably influences the consumers through their fascinating offers as well as advertisement. The analysis points out that there is a strong positive correlation between advertisement expenditure and total sales growth in passenger car market in Kerala. The empirical analysis shows that the advertisement on electronic media is superior to other forms of advertisements in all the income groups and the social segments in the study area. The advertisement on electronic media and the level of education is directly correlated.
Keywords
advertisement, passenger – cars, innovation, consumption, sustainability, sales.
References
CERC report. (2012). Conference on strategies to promote sustainable consumption. New Delhi: Consumer Educational Research centre. p. 23-24.
Christer. (2002). Willing consumers-Or locked in? Policies for a sustainable consumption. Sweeden: Royal Institute of Technology. vol. 42, p. 273-287.
Clochetto, Lynne. (2004). Advertising and globalization in India. New Delhi: University of wellington.
Kumar. (1987). Man made in India /what it means to the Indian Consumers? International Journal of Marketing. vol .17, p. 14-16.
Mainieri. (2002). New Consumers: The influence of affluence on the environment. New Delhi: National conference on emerging challenges for sustainable buyers, vol. 100, pp. 4963-4968.
Marieke. (2003). Convergence and Divergence in consumer behavior, Implications of global advertising. Spain: International journal of advertising. vol. 22, pp. 183-202.
Mont, Oksana. (2004). Institutionalization of sustainable consumption patterns based on share use. International journal of environmental economics. Sweden: Lund University. vol. 50, pp. 135-153.
Murali vallabhan, T V. (2005). Dimensions of sustainable economic development. Kerala: Unma Publications. p. 29-34.
Saffer, H. (1997). Alcohol advertising, and motor vehicles fatalities. Reviews of Economics and statistics. vol. 79, p. 431-442.
Shukla, Aaparna and Senger Garima. (2012). Sustainable consumption: An emerging challenge for corporate. New Delhi: National conference on Emerging Challenges for sustainable business.
The Report on OECD Govt, (2008) promoting sustainable consumption and its good evidence and practices OECD countries.
To cite this article
Akhila P Nair, Subbiah, G., & Sreeja, J., P. (2019). Advertisement and Sustainable Consumption: A Case Study of Passenger Car Market in Kerala. John Foundation Journal of EduSpark, 1(4), 29-43.