Dr Soney Mathews - Academia.edu (original) (raw)

Papers by Dr Soney Mathews

Today is the era of information technology. The dependency on technology in all aspects of work a... more Today is the era of information technology. The dependency on technology in all aspects of work and personal life has made the marketers to adopt different means to reach out to their tech savvy consumers. The concept of digital marketing has witnessed an accelerated growth over the past decade. Digital marketing is a technique of marketing which embraces the use of devices such as smart phones, personal computers, tablets and cell phones to connect with customers. The reduced expenses and the eventual high return on investment provided by digital marketing is inducing a larger number of companies to resort to this marketing practice. Small and Medium enterprises who do not have sufficient access to funds to outlay for convention means of promotion such as print, television, personal selling could benefit the most by implementing this technique. Although incorporating digital marketing techniques appears to be very straightforward, for SMEs there are various intricacies and challeng...

The paper discusses in case study format the present struggle in the low cost airlines market wit... more The paper discusses in case study format the present struggle in the low cost airlines market with players like Indigo, SpiceJet, Jet Airways and GoAir etc. The case describes the contemporary events, challenges and opportunities prevailing in the Indian aviation sector with special focus on the low cost carries (LCC). The case also outlines the implications of the factors affecting LCC operations for the contemporary Indian consumer. The present case study can be used for classroom discussions in marketing, strategic marketing and consumer behavior to describe the strategies of the LCC players in contemporary Indian market. The content of the case study can also be used to further develop detailed cases on the individual airline companies competing in the LCC space.

Social media has expedited unparalleled growth in human interaction in modern times. This new med... more Social media has expedited unparalleled growth in human interaction in modern times. This new media has caught the attention of organisations, communities and individuals through their ability to facilitate the collaboration of virtual communities and to provide a productive environment for mutual sharing and interaction. The adoption of social media for advertising by corporations worldwide is on the rise. Many corporations today have official Facebook pages, Twitter accounts as well as corporate blogs. All these are signs that social media has become a vital part of consumers’ daily lives as well as the day-to-day operations of corporate organisations. The purpose of this conceptual paper is to examine the various tools that companies may use in their advertising aspect to increase their service and quality for their customers and increase profit. This study also seeks to provide insights on the social media use of Generation Y consumers in Malaysia.

TIJ's Research Journal of Social Science & Management - RJSSM, 2016

One out of every seven people in the world today has a Facebook page and about four out of every ... more One out of every seven people in the world today has a Facebook page and about four out of every five active internet users visit social networking sites and blogs. There is an increasing adoption of social media advertising by corporations. Social media has become an integral part of the consumers’ daily lives as well as corporate organisations’ day-to-day operations. This growth is an indication of a long-term trend toward social media usage among corporations (as well as individual brands) becoming the norm. This paper explores responses to social media advertising to determine if Generation Y consumers in Malaysia with different demographic characteristics differ in their attitude towards social media advertising, purchase intention and actual purchase of products and services advertised on social media. It also provides useful insight to enable businesses ensure more efficient utilisation of their advertising budget and development of more effective advertising strategy.

Product safety refers to the production, distribution, and sale of products that from various per... more Product safety refers to the production, distribution, and sale of products that from various perspectives are either potentially unsafe or inherently unsafe to consumer use. In order to make sure that the product which consumer is buying is safe, there should be some safety standards. These standards are normally designed to ensure the safety of products, activities or processes etc. The Indian kidswear market is going to see the tremendous growth. It is important to note that no regulations for kidswear safety are in place in India whereas in developed nation there is legislative control on Kidswear merchandise. The main aim of this study is to find out the necessity of safety regulations for Indian market from the retailers’ point of view. For the study, 110 retailers were selected through stratified random sampling from Bengaluru, India and information was collected with the help of structured and well-designed questionnaire. The study concludes that, as per Indian retailers all...

A major portion of India that lives in villages has undergone a remarkable incremental change in ... more A major portion of India that lives in villages has undergone a remarkable incremental change in many areas like, improved literacy rates, infrastructure, transportation, increased industrialization, reformed government policies to enhance status and livelihood of villagers. As result of this, even villager's purchasing power has increased, which can be noticed from success stories of FMCG providers for the target rural market. With many technological innovations that have been noticed in the mobile manufacturer and service provider and a need for computer in urban areas, rural youth is not an exception. This study is an attempt to understand the need for computer and mobile phones in rural youth and thus conclude on prospective market for the shopping goods.

Advances in Marketing, Customer Relationship Management, and E-Services, 2020

There is a growing public awareness of ethical issues along with rising disposable income and inc... more There is a growing public awareness of ethical issues along with rising disposable income and increase in education and knowledge. This is triggering the ethical conscience of consumers and leading them to ethical consumerism. Ethical consumerism has grown out of the consumer interest and concern on issues and the practical application of marketing ethics to their purchase behaviors. Consumers are gradually accepting this phenomenon of ethical consumption as part of the lifestyle. In order to bring a change in the attitude of consumers towards ethical consumerism, corporates have started taking an initiative by incorporating a new method of marketing activity and tool called cause-related marketing (CRM). Ethical consumerism based on CRM campaign needs to be effective to build a corporate image. This study is an attempt to understand ethical consumerism and its effectiveness from the perspective of CRM and how it benefits the businesses.

Lifestyle is the way in which the people live, spend their time and money. It is a manner of the ... more Lifestyle is the way in which the people live, spend their time and money. It is a manner of the way one leads to life. The lifestyle of a person is his way of expressing his feelings, attitudes, interests, and opinions. The youth lifestyle has always been of great importance to marketers. Individuals associate themselves with different lifestyles to express themselves or their personalities. Individuals can be sorted into groups on the basis of the things they like to do, how they like to spend their leisure time and how they choose to spend their disposable income. Lifestyle positioning is positioning the products from functional attributes to featuring the product as representing a lifestyle. The research study aims to connect the lifestyle of youth with respect to the reason for the choice of brands to communicates lifestyle.

Management Convergence, 2011

Indian 'young consumers' spending pattern, attitudes and lifestyles have put a great im... more Indian 'young consumers' spending pattern, attitudes and lifestyles have put a great impact on marketers. These young people populate the markets of the future, while having a tremendous amount of discretionary spending power today. The present trend going on in ...

AIMS International Journal of Management

Parental care is an essential part of human nature. Parents have the most important role for ensu... more Parental care is an essential part of human nature. Parents have the most important role for ensuring the safety and wellbeing of their children. Children of all ages are at risk of injury from wearing defective clothing. Product safety refers to the reduction in the probability that use of a product will result in injury, death or negative consequences to the people who are going to use it. Customer satisfaction and brand loyalty is an evolving trend that is considered an essential concern for which the business firms are very sensitive. Study has been conducted to know whether Indian parents will be loyal to the brands who will provide safe garments for the kids. In this study, the data has been collected with the help of structured questionnaire from 1235 parents from Bengaluru, India. The respondents were selected through stratified random sampling. This study proved that kidswear safety and customer loyalty have strong effect. Irrespective of gender, education, profession and f...

While purchasing outfits for children, it is very important to check whether they are manufacture... more While purchasing outfits for children, it is very important to check whether they are manufactured according to the safety regulations. In some cases, the clothing that is worn by children have accounted to severe injuries and in some cases, it even caused death.To prevent these types of clothes related injuries, many safety rules are there internationally and the same is followed by few countries. Whether in a retail shop or online, retailers are the initial point of call for customer. This is why normally customer associate a product with the retailer they purchased it from rather than with who made it. Customer have a right to expect that the garment they are purchasing should be safe and of high quality.Increasing the knowledge level of customers with respect to safety principles is one of the method of reducing the number of customer product related injuries. In this study, 110 retailers were selected through stratified random sampling. The data has been collected from the Beng...

AIMS International Journal of Management

International Journal of Psychosocial Rehabilitation

'Handbook of Research on Contemporary Consumerism'-IGI Global, 2019

E-Retailing Challenges and Opportunities in the Global Marketplace, 2000

World Journal of Social Science Research, Mar 19, 2019

Social media advertising has become an integral part of product promotion by many companies. This... more Social media advertising has become an integral part of product promotion by many companies. This strategy has impacted the sales and revenue departments of many advertisers. Hence, a strategically targeted advertising is needed to maximise return on investment on advertising in the form of sales, revenue, and profit. Although most businesses recognise the value of social media advertising opportunities, not many have figured out how to execute this strategy accordingly. With many western corporations embracing social media advertising, it is high time for Malaysian businesses to delve into this advertising territory. In order to familiarise them to the attitude of customers' towards social media advertising, this study is timely to provide useful insights to guide Malaysian businesses.

Parental care is an essential part of human nature. Parents have the most important role for ensu... more Parental care is an essential part of human nature. Parents have the most important role for ensuring the safety
and wellbeing of their children. Children of all ages are at risk of injury from wearing defective clothing. Product
safety refers to the reduction in the probability that use of a product will result in injury, death or negative
consequences to the people who are going to use it. Customer satisfaction and brand loyalty is an evolving trend
that is considered an essential concern for which the business firms are very sensitive. Study has been conducted
to know whether Indian parents will be loyal to the brands who will provide safe garments for the kids. In this
study, the data has been collected with the help of structured questionnaire from 1235 parents from Bengaluru,
India. The respondents were selected through stratified random sampling. This study proved that kidswear safety
and customer loyalty have strong effect. Irrespective of gender, education, profession and family income, parents
are ready to loyal with the brand which is going to provide safe garments for their kids

TIJ's Research Journal of Social Science & Management - RJSSM, 2016

Advances in Marketing, Customer Relationship Management, and E-Services, 2020

Management Convergence, 2011

AIMS International Journal of Management

International Journal of Psychosocial Rehabilitation

'Handbook of Research on Contemporary Consumerism'-IGI Global, 2019

E-Retailing Challenges and Opportunities in the Global Marketplace, 2000

World Journal of Social Science Research, Mar 19, 2019

Parental care is an essential part of human nature. Parents have the most important role for ensu... more Parental care is an essential part of human nature. Parents have the most important role for ensuring the safety
and wellbeing of their children. Children of all ages are at risk of injury from wearing defective clothing. Product
safety refers to the reduction in the probability that use of a product will result in injury, death or negative
consequences to the people who are going to use it. Customer satisfaction and brand loyalty is an evolving trend
that is considered an essential concern for which the business firms are very sensitive. Study has been conducted
to know whether Indian parents will be loyal to the brands who will provide safe garments for the kids. In this
study, the data has been collected with the help of structured questionnaire from 1235 parents from Bengaluru,
India. The respondents were selected through stratified random sampling. This study proved that kidswear safety
and customer loyalty have strong effect. Irrespective of gender, education, profession and family income, parents
are ready to loyal with the brand which is going to provide safe garments for their kids