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Papers by rajanikanth reddy Mekala

Academy of Marketing Studies Journal, 2023

The farmer's profits are decided by his choice of machinery and managing abilities. The tractor i... more The farmer's profits are decided by his choice of machinery and managing abilities. The tractor is the greatest agricultural tool used by the farmers but in India, the penetration is very low. In this context, there is much scope for the Tractor manufacturers in terms of sales. The present paper aimed to study the reference group's influence on tractor purchasers, especially farmers in rural areas. In general, a reference group can be understood as an individual or group of individuals who have the ability to significantly influence the behavior of an individual. The reference group influences can be divided into three types, viz. Informational, utilitarian, and value expressing influences. Purchasing a tractor needs much investment from an Indian farmer, so he will do much investigation and groundwork and considers many factors. The use of the reference group is one of them. The study has been conducted by using a questionnaire that includes 14 carefully worded statements that are formed upon the reference group influence scale created by Park and Lessig (1977). A random sample of 384 was chosen from the farmers who wish to buy Tractors. The study has shown that Indian farmer is more sensitive to his reference group and his decision is much influenced by them. The marketers need to prepare and implement the strategies that aim at these reference groups.

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Turkish Online Journal of Qualitative Inquiry, 2021

"Green Marketing‟ is a process where the manufacturers sell their products based on the impact of... more "Green Marketing‟ is a process where the manufacturers sell their products based on the impact of that product on the environment. It includes the basic features of the products, usage, or packing of the product, which have minimal impact on the environment. Increasing the awareness among the consumers about the environment is motivating them to buy products that are environmentally friendly. On the other side, manufacturers are trying to design new products and process or modifying the existing products to suit the new customer and environmental requirements. Detergents are an integral part of civilized society. Though some of the detergent manufacturing companies are following green marketing strategies, like water saving detergents, there are no specific studies conducted to know the impact of these strategies on consumer buying behaviour. This study was conducted in five metro cities, Kolkata, Bangalore, Chennai, Hyderabad, and Mumbai with a sample size of 370. The study found that green marketing claims made by detergent companies are one of the important factors that motivate consumers to buy a particular brand.

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Business Sciences International Research Journal, 2020

India is a combination of different cultures and communities, so as the marriages in India. Marri... more India is a combination of different cultures and communities, so as the marriages in India. Marriage is a long standing tradition in India, where it is the sacred union of heart and soul, and also the union of two families, the bride and the groom. There are some differences among the across the country with reference to the rituals to perform, according to their religion, caste, and region. And finding a partner largely depends on the social standing of the family, the caste and sub caste, educational qualifications, profession, skin colour, physical features and appearance. In many families bride's and groom's horoscope also matters. But due to the change in the gender roles, social concepts and values now most of the families are open to caste, religion, and even age etc. As the society is becoming more and more complex in terms of technology, and changes in life style, finding a match through the traditional channels like priest or family connections is becoming difficult. This has raised the growth of matrimony business in India. Technological advancements and lack of time to spend on sending and receiving the photos and CVs, most of the younger generation are preferring online matrimony sites. A report published on statista.com reveals that by the end of 2017 more than 20,00,000 people registered on online matrimony sites like Bhrath matrimony, Shaadi.com, Jeevansaathi.com etc. Keeping in mind the statistics, this paper discusses about the preferences of younger generation while choosing a matrimonial website. A conclusive research design was adopted, and a pre-structured questionnaire was used to collect the data from the younger generation people of age group between 21 and 38. The study revealed that Privacy and trustworthiness are the major aspects that both prospect groom or bride looking in a matrimonial site

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Sustainable development is “development that meets the needs of the present without compromising... more Sustainable development is “development that meets
the needs of the present without compromising the ability of
future generations to meet their own needs”. It is the attainment
of a balance between environmental protection and human
economic development, and equity in development and sectoral
actions across space and time. It is possible through integration
of economic, social and environmental approaches towards
development. Sustainable development recognizes the
interdependence of environmental, social and economic systems.
According to CK Prahlad, The quest for sustainability is
transforming competitive landscape and is forcing the
companies to change the way think about products, processes,
technologies and models, and the key to progress is innovation.
In developing countries several traditional practices, that are
sustainable and environment friendly, had become part of their
life. But mostly these practices have been replaced modern but
unsustainable practices and technologies. Integrating highly
sophisticated modern technology with traditional practices
sometimes produces the most culturally-suited and acceptable
solutions, which also make them more viable. Therefore
recognition at the policy level, of the significance of diversity, and
the need to preserve it, is an important precondition for
sustainable development. Pallesrujana, which means creativity in
rural people, is a Non-profit organization that is focused on rural
knowledge and creativity. This paper gives an overview of the
organization and few innovations, which brought in to limelight
by Pallesrujana, which are viable and sustainable. Established in
2005, the organization has been nurturing and promoting the
strength of rural areas. It scouts and documents the creativity
and traditional knowledge of the grassroots innovators in the
villages of Andhra Pradesh. This knowledge is processed in the
formal system for validation, reengineering, value addition,
patenting, incubation, business development, commercialization,
and so on. Through highlighting the rural innovations and
traditional knowledge to society, Palle Srujana is working for
sustainable and balanced growth of the nation.
Keywords— Sustainability Development, India, Innovation,

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Conference Presentations by rajanikanth reddy Mekala

National Seminar on Indian Start-up Ecosystem – Opportunities and Challenges, 2020

India has become the third-largest start-up ecosystem in the world. Different studies have shown ... more India has become the third-largest start-up ecosystem in the world. Different studies have
shown that there is tremendous energy in the start-up movement in India. It has been
observed that 90% of Indian start-ups fail within first five years due to lack of innovation.
Since 2015, more than 1500 start-ups closed down in India. And most of these start-ups
simply replicated the Western business models. Most of the failures occurred in logistics,
food technology, and e-commerce. These firms could not able to generate the required funds from
the investors. Initiatives such as Make in India, the Start-up India program, the establishment
of the Ministry for Skill Development and Entrepreneurship, the Intellectual Property
Facilitation Centres and other incubation programs may have spurred growth, but it’s no
secret that innovation remains the biggest missing piece of the Indian start-up puzzle. The
present study focuses on different aspects related to start-ups in India. The literature review finds that the major reason for the failure of the start-ups in India is lack of innovation. The study
also discusses start-up the success story of recent start-up, Galmego.

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Academy of Marketing Studies Journal, 2023

The farmer's profits are decided by his choice of machinery and managing abilities. The tractor i... more The farmer's profits are decided by his choice of machinery and managing abilities. The tractor is the greatest agricultural tool used by the farmers but in India, the penetration is very low. In this context, there is much scope for the Tractor manufacturers in terms of sales. The present paper aimed to study the reference group's influence on tractor purchasers, especially farmers in rural areas. In general, a reference group can be understood as an individual or group of individuals who have the ability to significantly influence the behavior of an individual. The reference group influences can be divided into three types, viz. Informational, utilitarian, and value expressing influences. Purchasing a tractor needs much investment from an Indian farmer, so he will do much investigation and groundwork and considers many factors. The use of the reference group is one of them. The study has been conducted by using a questionnaire that includes 14 carefully worded statements that are formed upon the reference group influence scale created by Park and Lessig (1977). A random sample of 384 was chosen from the farmers who wish to buy Tractors. The study has shown that Indian farmer is more sensitive to his reference group and his decision is much influenced by them. The marketers need to prepare and implement the strategies that aim at these reference groups.

Bookmarks Related papers MentionsView impact

Turkish Online Journal of Qualitative Inquiry, 2021

"Green Marketing‟ is a process where the manufacturers sell their products based on the impact of... more "Green Marketing‟ is a process where the manufacturers sell their products based on the impact of that product on the environment. It includes the basic features of the products, usage, or packing of the product, which have minimal impact on the environment. Increasing the awareness among the consumers about the environment is motivating them to buy products that are environmentally friendly. On the other side, manufacturers are trying to design new products and process or modifying the existing products to suit the new customer and environmental requirements. Detergents are an integral part of civilized society. Though some of the detergent manufacturing companies are following green marketing strategies, like water saving detergents, there are no specific studies conducted to know the impact of these strategies on consumer buying behaviour. This study was conducted in five metro cities, Kolkata, Bangalore, Chennai, Hyderabad, and Mumbai with a sample size of 370. The study found that green marketing claims made by detergent companies are one of the important factors that motivate consumers to buy a particular brand.

Bookmarks Related papers MentionsView impact

Business Sciences International Research Journal, 2020

India is a combination of different cultures and communities, so as the marriages in India. Marri... more India is a combination of different cultures and communities, so as the marriages in India. Marriage is a long standing tradition in India, where it is the sacred union of heart and soul, and also the union of two families, the bride and the groom. There are some differences among the across the country with reference to the rituals to perform, according to their religion, caste, and region. And finding a partner largely depends on the social standing of the family, the caste and sub caste, educational qualifications, profession, skin colour, physical features and appearance. In many families bride's and groom's horoscope also matters. But due to the change in the gender roles, social concepts and values now most of the families are open to caste, religion, and even age etc. As the society is becoming more and more complex in terms of technology, and changes in life style, finding a match through the traditional channels like priest or family connections is becoming difficult. This has raised the growth of matrimony business in India. Technological advancements and lack of time to spend on sending and receiving the photos and CVs, most of the younger generation are preferring online matrimony sites. A report published on statista.com reveals that by the end of 2017 more than 20,00,000 people registered on online matrimony sites like Bhrath matrimony, Shaadi.com, Jeevansaathi.com etc. Keeping in mind the statistics, this paper discusses about the preferences of younger generation while choosing a matrimonial website. A conclusive research design was adopted, and a pre-structured questionnaire was used to collect the data from the younger generation people of age group between 21 and 38. The study revealed that Privacy and trustworthiness are the major aspects that both prospect groom or bride looking in a matrimonial site

Bookmarks Related papers MentionsView impact

Sustainable development is “development that meets the needs of the present without compromising... more Sustainable development is “development that meets
the needs of the present without compromising the ability of
future generations to meet their own needs”. It is the attainment
of a balance between environmental protection and human
economic development, and equity in development and sectoral
actions across space and time. It is possible through integration
of economic, social and environmental approaches towards
development. Sustainable development recognizes the
interdependence of environmental, social and economic systems.
According to CK Prahlad, The quest for sustainability is
transforming competitive landscape and is forcing the
companies to change the way think about products, processes,
technologies and models, and the key to progress is innovation.
In developing countries several traditional practices, that are
sustainable and environment friendly, had become part of their
life. But mostly these practices have been replaced modern but
unsustainable practices and technologies. Integrating highly
sophisticated modern technology with traditional practices
sometimes produces the most culturally-suited and acceptable
solutions, which also make them more viable. Therefore
recognition at the policy level, of the significance of diversity, and
the need to preserve it, is an important precondition for
sustainable development. Pallesrujana, which means creativity in
rural people, is a Non-profit organization that is focused on rural
knowledge and creativity. This paper gives an overview of the
organization and few innovations, which brought in to limelight
by Pallesrujana, which are viable and sustainable. Established in
2005, the organization has been nurturing and promoting the
strength of rural areas. It scouts and documents the creativity
and traditional knowledge of the grassroots innovators in the
villages of Andhra Pradesh. This knowledge is processed in the
formal system for validation, reengineering, value addition,
patenting, incubation, business development, commercialization,
and so on. Through highlighting the rural innovations and
traditional knowledge to society, Palle Srujana is working for
sustainable and balanced growth of the nation.
Keywords— Sustainability Development, India, Innovation,

Bookmarks Related papers MentionsView impact

Bookmarks Related papers MentionsView impact

National Seminar on Indian Start-up Ecosystem – Opportunities and Challenges, 2020

India has become the third-largest start-up ecosystem in the world. Different studies have shown ... more India has become the third-largest start-up ecosystem in the world. Different studies have
shown that there is tremendous energy in the start-up movement in India. It has been
observed that 90% of Indian start-ups fail within first five years due to lack of innovation.
Since 2015, more than 1500 start-ups closed down in India. And most of these start-ups
simply replicated the Western business models. Most of the failures occurred in logistics,
food technology, and e-commerce. These firms could not able to generate the required funds from
the investors. Initiatives such as Make in India, the Start-up India program, the establishment
of the Ministry for Skill Development and Entrepreneurship, the Intellectual Property
Facilitation Centres and other incubation programs may have spurred growth, but it’s no
secret that innovation remains the biggest missing piece of the Indian start-up puzzle. The
present study focuses on different aspects related to start-ups in India. The literature review finds that the major reason for the failure of the start-ups in India is lack of innovation. The study
also discusses start-up the success story of recent start-up, Galmego.

Bookmarks Related papers MentionsView impact