Seminar on Marketing Research

Seminar on Marketing Research

Date: 20 April 2018

Avant Garde Solutions in collaboration with Faculty of Management, Tribhuvan University and Kathmandu University School of Management organized a seminar on marketing research to disseminate research findings to promote marketing policy and practices to help business organizations in Nepal. The seminar highlighted the research findings and pertinent issues relating to consumers’ behavior and marketing practices in Nepal.

The success of any business organization depends on its marketing strategies and practices. In the process of delivering products and services, managers need to understand why and how customers pay attention to and like any promotional messages. Similarly, knowledge about why and how customers like the brands, make decisions to buy, talk positively about it and repurchase the same again and again. Based on such information, managers prepare marketing strategies and practices for introducing new products, expanding markets and satisfying customers. Such practices help organizations in improving its brand image, competitiveness, customer’s satisfaction, market shares, and profitability.

This seminar presented how Nepali customers behave in the market, namely what they look at in advertisements and their messages, and how they develop liking and disliking of the messages, perception towards the products and services, and finally make a purchase and repurchase decisions. The seminar also presented the influence of family and friends in this process. We believe the dissemination of specific knowledge about the Nepali consumers’ behavior generated through rigorous research endeavors has helped the marketing professionals. In addition, the seminar also presented the marketing strategies and practices of Nepali organizations. The seminar highlighted the implications of these research findings on improving the marketing policies and practices of Nepali organizations.

This seminar has brought academicians and business professionals together to share their ideas and experiences. The discussion was very helpful to improve their mutual cooperation in generating new knowledge and practices to improve the performance of marketing professionals.

The followings were the research papers that were discussed in the seminar

  1. Effects of internet ad and attitude towards the ad
  2. Effectiveness of print advertisement practices in higher education institutions
  3. Formation of brand equity in smartphones
  4. Effect of private label brands (PLBs) exposure on consumer behavior
  5. Children consumer socialization and its effects on their purchase decisions
  6. A probabilistic approach to measure customer defection


  1. Attitude towards the internet ad of Nepali youth.

Authors: Mr. Suman Dahal and Prof. Binod Krishna Shrestha

Use of digital advertisement through smartphone is an effective promotion method because such advertisement can target thousands of customers in significantly lower costs and time. Use of this type of advertisement is increasing in Nepal. However, the effectiveness of such advertisement cannot be ensured until consumers’ develop a positive attitude towards it. This study evaluated attitudes of Nepali youth towards such advertisement and its contributing factors. Survey of 300 smartphone users in Kathmandu analyzed through structural equation modeling revealed that the audience has positive attitudes towards the mobile advertisement. They found that such advertisements are informative and entertaining but not always credible and often irritating.  Informative, entertaining and credible advertisement on mobile increased their preference but irritating advertisements decreased their preference. If the advertisements are presented in a personalized manner, it increases the attitude even further. Therefore, digital advertisers need to make their advertisement personalized to the audience, informative, credible, entertaining and less irritating.

  1. Effectiveness of print advertisement practices in higher education institutions

Authors: Mr. Sushil Awale and Prof. Binod Krishna Shrestha

Use of print advertisement in national newspapers is prominent during admission seasons of higher education in Nepal. Despite huge expenditure on such advertisement, its contribution was not documented. In order to address this knowledge gap, this study, using the framework of service advertisement, evaluated practices of including six service components viz. physical representation, endorsement, past performance, rational appeal, testimonial, the image portrayed and credentials measured in square centimeter size occupied in the print ads published in November 2016. In addition, repetition and the total size of print ad were also included in this study. The measured sizes of different variables were regressed against percent applicants on total available seats of 168 colleges of the same period. Using four stage of analysis, this study found out that most of the print ad contains rational message only and other components were not significantly represented. Majority of the ad was repeated twice. The print ad varied from 21 to 200 square cm in size. None of the variables except the size of the ad had a contribution in increasing number of applicants. The findings of less use of service ad components and insignificant contribution in increasing number of applications are supported by a qualitative study on managers of the educational institutions. The managers emphasized word of mouth and public relations for an increasing number of applications.

  1. Formation of brand equity in Smartphones in Nepal

Authors: Mr. Ramesh Shrestha and Prof. Binod Krishna Shrestha

Enhancing brand equity is the ultimate objective of marketing managers. Customer-based brand equity refers to brand preference, brand loyalty, and brand repurchase intention. The smartphone market is vibrant in Nepal and so is its competition. Managers need to know how brand equity is developed in the smartphone industry in order to devise marketing and promotion strategies. This research identified brand equity formation in the smartphone market and its corresponding factors. This study is based on two phase survey on 680 smartphone users. Confirmatory factor analysis and structural equation modeling of the data identified that brand equity of any brands of smartphone is created by brand image. Brand image is developed by perceived quality because of improved product features. Promotion program creates brand awareness and if the customers are aware of product features, it subsequently enhances the perceived quality. The customers’ quality perception enhances their value proposition towards the smartphone brand. But improved value proposition does not enhance brand image. An improved brand image enhances brand preference and subsequently brand loyalty and brand repurchase intention. However, the brand image is not sufficient to create brand loyalty and brand repurchase intention. This indicates that brand switching in a smartphone is high. Therefore, there is a need for marketers to devise appropriate plans so as to make the customers prefer the brand.

  1. Effect of exposures of private label brands (PLBs) in Nepali Retail Stores.

Authors: Mr. Santosh Sharma and Prof. Binod Krishna Shrestha

The growth of organized retail store chains such as Bhatbhateni, Saleways, Big Mart, KK Mart, CG Mart gives ample opportunities to sell their own brands of products to customers in order to leverage their sales and profitability. Few supermarket chains have started offering packets of food and grocery products in their own brand name. The products branded and offered in their own brand name is called Private Label Brands (PLBs). This study assessed whether customers’ exposure to such PLB through store shelf display encourage customers’ purchase intention of such products in the retail stores in Kathmandu. Through field experimentation, this study assessed the effects of exposure through PLB shelf space allocation on the purchase intentions of customers who just visited the sample supermarkets in Kathmandu. Experiments on 200 retail consumers who had high levels of exposures to PLB in shelf space of supermarkets contributed to an increase in the level of awareness and lower perceived risks on PLB. However, the level of in-store extrinsic cues i.e. impression on the brands is indifferent to the level of the exposure. All these three variables have significant effects on attitude towards PLB which in turn increase purchase intention of the PLB. Therefore, the introduction of PLB and exposure to these brands even with less in-store promotion increase market performance of PLB products of the retail stores.

  1. Children consumer socialization and its effects on their purchase decisions in Kathmandu

Authors: Ms. Astha Karki and Prof. Binod Krishna Shrestha

The marketers have a growing realization about the need of targeting children to promote their products and services to encourage them to get involved in purchase decision making. Consequently, children have been an important phenomenon for designing marketing programs. However, there is no concrete evidence on the effectiveness of such marketing programs and corresponding aspects to be considered while taking children as a focal point of marketing promotion. This study assessed how the consumer socialization agents such as parents, friends, television, shops, and brands work with school going children and what type of influences they have on their purchase decision making. A survey of 384 children and their analysis revealed that all five socialization agents influence children’s purchase decision-making capacity. Parents influenced them to make utilitarian decisions whereas friends and shopping experiences influence them for impulsive decision making. Brands and television promote social and hedonistic decision making among the children. This study has several implications for marketers while deciding upon promotional strategies for influencing the children customers.

  1. A probabilistic approach to measure customer defection

Authors: Mr. Keshav Gyawali and Prof. Binod Krishna Shrestha

Customer defection refers to their decision to terminate relationship with service providers which is detrimental to companies. Although defection is an unavoidable process, it can be managed properly and be reduced. In order to manage it, the companies need to identify the defection rates across different consumer segments in a scientific manner. This study tested the usefulness of a probabilistic approach of measuring customer defection across different groups of customers. The test was made using internal subscriber data of a basic telecom company extracted from the data warehouse. A total of 48,583 fixed phone customers activated under seven different categories from 19 September 2003 to 31 March 2008 were observed for their cancellation pattern till 27 March 2015. This research found that the lost customer’s data can be useful to measure defection rates and to extract meaningful information that can be important in business. The test revealed that the model can be used to estimate the risky customer segments to develop marketing strategies suitable for different market segments. The study revealed that this model can be applied in many business contexts such as banking, automobiles, hotels, airlines to measure rates of customer defection at any time.

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