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EDITORIAL BOARD MEMBERS Shipra Shrivastava Assistant Professor Department of Business & Management Studies, Meerut Institute of Engineering and Technology, Meerut, India

Dr. Binod Sinha Professor Department of Management,Balaji Institute of Modern Management, Pune, India

Rajendra K Gupta Professor Department of Management, Panipat Institute of Engineering & Technology, Haryana, India

Dr. R. Jubi Director Department of Management, MarThoma Institute of Information Technology, Kerala, India

Neha Bhardwaj Assistant Professor Department of Management, Sharda University, Greater Noida, India

Rohini Parimi Assistant Professor Department of Management, Gitam Institute of Management, Gitam University, Andhra Pradesh, India

DR. G G Mathews Professor Department of Management Studies, Mount Zion Institute of Management, Kerala, India

Dr.Naveen Prasath.S Assistant Professor Department of Management, P.E.S. Institute of Technology, Bangalore, India

Dr.M.S.R. Sesha Giri Professor Department of Management, Gokaraju Ganga Raju Indtitude of Engineering And Technology, Hyderabad, India

Aniket Suresh Pardeshi Assistant Professor Department of Management Studies (MBA), Rajarambapu Institute of Technology, Maharashtra, India

Mr. Cedric Serpes Associate Professor Department of Management Studies (MBA), Goa Institute of Manegement, Poriem, Goa, India

Dr Swapna Datta Khan Assistant Professor Department of Marketing, Army Institute of Management, Kolkata, India

Dr. S Harish Babu Professor and Head Department of Finance, Marketing and General Management, Nitte Meenakshi Institute of Technology, Bengaluru, Karnataka, India

From the Editor's Desk Dear Readers, We would like to present, with great pleasure, the inaugural First volume of a new scholarly journal, NOLEGEIN Journal of Advertising and Brand Management. This journal is part of the Advertising and Brand Management, and is devoted to the scope of present management issues, from different perspectives. This new journal was planned and established to represent the growing needs of marketing as an emerging and increasingly vital field, now widely recognized as an integral part of Management. Its mission is to become a voice of the Management community, addressing researchers and practitioners in this area. The core vision of NOLEGEIN Journal of Advertising and Brand Management in MBA Journals is to propagate novel awareness and know-how for the profit of mankind ranging from the academic and professional research societies to industry practitioners in a range of topics in advertising in general. MBA Journals acts as a pathfinder for the scientific community to publish their papers excellently and well ontime. NOLEGEIN Journal of Advertising and Brand Management focuses on original high-quality research in the advertising theories, new technology, sales promotions, Global advertising etc. The Journal is intended as a forum for practitioners and researchers to share the views of advertising and brand management in the area. Many researchers have contributed to the creation and the success of the Advertising and Brand Management. We are very thankful to everybody within that community who supported the idea of creating an innovative platform. We are certain that this issue will be followed by many others, reporting new developments in the field of Advertising and Brand Management. This issue would not have been possible without the great support of the Editorial Board members, and we would like to express our sincere thanks to all of them. We would also like to express our gratitude to the editorial staff of MBA Journals, who supported us at every stage of the project. It is our hope that this fine collection of articles will be a valuable resource for Management readers and will stimulate further research into the vibrant area of Advertising and Brand Management.

Puneet Mehrotra Managing Director

Contents Project Feasibility Key to Guest Satisfaction in a Jaypee Hotels 5-Star Chain Hotels

Mohit Chandra A Study of Investment Behaviour Displayed by Women in India

Aakanksha Gupta An Investigation on Consumer Perception and Amp; Acceptance of Mobile Marketing: â&#x20AC;&#x201C; The Case of Young Customer in Delhi NCR

Amit Kumar Sengar, Akash Tyagi Health -Fitness, the Mantra's to Achieve Customer Loyalty in Indian Urban Market, Evidence from India

Dr. Bhargav Kamalax Revankar Merits and Demerits of Celebrity Endorsements Abhay Desai

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Project Feasibility Key to Guest Satisfaction in a Jaypee Hotels 5Star Chain Hotels Mohit Chandra* Professor, Department of Hospitality, National Council for Hotel Management and Catering Technology, Under Ministry of Tourism, Govt. Of India Noida, Uttar Pradesh, India

ABSTRACT Location is a major aspect for success for a hotel project. For a commercial hotel, city centre is ideal while for an airport hotel proximity to airport is ideal. The site selection has a direct impact on occupancy and return on investment. A proper market feasibility report of market segment is necessary before starting a project. A study of consumer behaviour and spending power is important. Sustaining quality of services is the key to branding. Keywords: feasibility, guest satisfaction, hotels, project

INTRODUCTION The modern hotels offer tangible worldclass infrastructure, which is as per globally accepted standards. But if the quality of staff is bad than the intangible experience will be not good. Once, customer check-in the hotel, she/he buys experience and carries a lot of memories. A good memorable experience will encourage him/her to repeat the hotel business. DESIGN CONSIDERATIONS A project is an investment, which can be analyzed and appraised independently. Project feasibility refers to a series of activities, organizations conduct based on a viable economic opportunity within an established cost and time framework. The basic characteristics of a project are as follows: • It involves a current capital investment. • It ensures a yield of benefits in the future. • It has as specific life span. • It calls for teamwork, the members of which are drawn from various disciplines of management. For example, a company may take up a

project for the construction of motel in a tourist resort. This may involve an investment of Rs50 lakh. The company expects to earn a return of rupees eight lakh after-tax per annum for the next fifteen years from restaurant sales and room rentals. The completion of this project would entail the coordination of engineering, marketing and financial experts. However, before planning or working on a hotel project, or that matter any project, an entrepreneur or an aspiring hotelier, in our case, ought to have the ability to identify an investment opportunity’ which can be converted into a viable business proposition (after careful and systematic consideration). There are several sources from which an entrepreneur can gain knowledge about projects ideas. The basic function of a design is to facilitate the flow of the project. Therefore, a new design should be formulated keeping in mind the user’s friendliness and operational efficiency. Designing and constructing a hotel is an uphill task. The overall design and décor of a property should exude warmth and hospitality making guests feel at home, from the

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A Study of Investment Behaviour Displayed by Women in India Aakanksha Gupta* Student, Ajay Kumar Garg Institute of Management, Ghaziabad, Uttar Pradesh, India

ABSTRACT This research study is mainly based on the analysis of investment pattern of respondents, i.e. working women in Delhi (NCR). In this research study, we mainly focus on understanding the investment pattern as well as their risk appetite while investing and the awareness towards investment based on their sector of employment. This research is conducted in Delhi (NCR) region through distributing the structured questionnaire to the 96 respondents as researcher collected the data only from 80 working women. This research study identifies that majority of women are not interested to take high risk and are willing to invest in safe and secure avenues of investment whereas the investors are giving more dependency to their own opinion as well as their husband’s opinion. As per this study conducted by the researcher, most women prefer investment on yearly basis and maximum are more concentrated towards short-term investments. Keywords: gender difference, investment behaviour, risk perception, women investment

INTRODUCTION • Investment is critical for the aim of capital formation that is taken into account as a vital part in promoting economic development of a developing country like India. • There is a rise in the number of educated girls preferring to manage both work and home; at the same time, the number of employment opportunities accessible to them, particularly in the field of education, production industries, medical, IT service industries, finance, etc. • Today, a substantial number of educated girls like to invest in relatively risky avenues of investment, whereas the savings of girls has typically been in gold in recent times. • Analytic study is being doled out in respect of investment by girls, specifically, in products like insurance, fund, assets, etc.

ROLE OF WOMEN IN INDIA There was a lot of freedom and equality given to girls throughout the pre-Aryan period. In the medieval period, the women were given lower rank. A traditional law giver Manu said: “A girl mustn't ever be independent”. Girls were expected to be dutiful daughters, devoted wives and devoted mothers. Child marriages were quite prevalent, which implied that the young couples weren't included in the decision-making of important matters. The custom of sati, prohibition of widow remarriage, insistence on gift, etc. rendered the Hindu girls helpless and devoid of basic human rights. Excessive gift, prohibition of inter-caste and inter-religion marriages forced some girls into crimes and suicide. Other religions like Jainism and Buddhism initiated movements to improve the condition of girls. However, even in these religions, things continued to be similar as

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An Investigation on Consumer Perception and Amp; Acceptance of Mobile Marketing: The Case of Young Customer in Delhi NCR Amit Kumar Sengar*, Akash Tyagi Student, Ajay Kumar Garg Institute of Management, Adhyatmik Nagar, Ghaziabad, Uttar Pradesh, India

ABSTRACT This study related to marketing with the help of mobile phones will help the brand managers to communicate with the customers through SMS, MMS and other available services. “Today’s youngsters are tomorrow’s consumer” – this fact should be considered by every marketer. There is a need to prepare youngsters to consider different consumption patterns. This is done with the aim to empower young consumers to capture the market scenario through new products and marketing strategies. On the other hand, producers have powerful resources to change the attitude of young consumer, and therefore, the consumers or youngsters cannot adopt defensive strategies. The competition faced by these producers is high that they must adopt a new and improved way of marketing through which they can survive in competitive market. Marketers have to ensure that they reach the core customers while marketing their product. Nowadays, mobile marketing is a very influencing factor that easily attracts the consumer toward the product. Younger consumers are mostly using mobile marketing. Therefore, mostly the companies are targeting the younger consumer. On the basis, we are studying on the perception and accepting of mobile marketing among the younger consumers. Keywords: mobile device, mobile marketing young consumer

INTRODUCTION According to the pre-existing information, prior studies on consumer behavior toward mobile marketing are disperse and disintegrated. The prior studies are dispersed and disintegrated due to focusing on the limited area of consumer behavior. However, in this study, the researchers carry out research or study into the consumer preference and attitude of youngsters toward the mobile marketing. In recent years, mobile marketing has offered new opportunities for stakeholders in the field of marketing to communicate with youngsters in an effective manner. These channels increase the possibilities to reach young consumers by allowing personalization of the content and context [1].

Nowadays, marketers are taking mobiles phones as very appealing tools for advertisement among young consumers. With the help of this tools, they can easily change the attitude of a youngster toward a product. It is taken as an interactive marketing in which marketer can easily receive the feedback of a consumer. Marketers continuously adjust and upgrade their marketing strategies and tactics to efficiently match youngsters’ evolving habits and behavior [2]. Adoption of mobile devices is rising with efficient manner in youngsters. Nowadays, the number of users of mobile phones is increasing exponentially. Mobile device is considered as the most appearing personal item in the world and the concept of

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Health Fitness, the Mantra to Achieve Customer Loyalty in Indian Urban Market, Evidence from India BhargavKamalax Revankar* Associate Professor, Global Business School, Karnataka University, Dharwad, Karnataka, India

ABSTRACT Since ancient days, Indian conventional practices were additionally toward health and fitness, which are reflected in numerous items from toothpaste to repellents. This paper comprehends the relationship advertising idea and analyzes human services and relates segments that have an immediate effect on any social methodology. Relationship advertising through “health fitness” has turned into a worthy subject as it influences the utilization conduct of individuals. This research was done for Twin City Hubli–Dharwad with 412 respondents. This study was needed to study the customer loyalty in yoga marketing in the urban Indian market. The objective is to get reliable toward the factors, “Brand”, “Product”, and “Services” that may help the company in planning their future activities. “Reasons why customers prefer health-fit products?” are revealed in this research. Thus for “health-fitness unique trends", in India, there is a huge market potential. This research will also help to be one of the best leading service sectors in India. Keywords: customer loyalty, effective promotional tools, health fitness, Indian urban market, relationship advertising, relationship marketing, yoga marketing, yoga marketing–effective instrument.

INTRODUCTION In relationship marketing, consumer behavior plays a significant role and it is observed that experiences of individual responses in terms of core product specifications and their services are examined. The intent toward the healthy product is also examined widely along with their preferences. As Drucker [20] states: “The customers are willing to pay only for what they find of use and what brings them value”. What then can we understand by the concept “value”? Customer taste changes time and then, but without negotiating the mantra of health fitness. But this continuous change will lead the operational challenges, such as newness in product/service, their marketing strategy, operation management, resources allocation, and

more importantly, business performance [21]. Therefore, we should understand the factors towards consumers’ behavior in total and adapt to product/services in time and integrate and formulate business model. Yoga marketing has a greater impact on youth, elders, and all the educational institutions following yoga practices along with exercises. Yoga is a part of life which helps in the healthy living of people, physically and mentally both, and a universal means for selfimplementation [2]. As we all know, yoga specifications are more concerned by people who are more health conscious and beauty conscious. Patanjali played a very important role in a few years which came up with yoga marketing [3]. Yoga is a Sanskrit word that means union, to yoke, or to unify, the merging of the microcosm of our existence in our body with the

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Merits and Demerits of Celebrity Endorsements Abhay Desai* Assistant Professor (Marketing), Atharva Institute of Management Studies, Mumbai, Maharashtra, India

ABSTRACT People buying a product endorsed by the celebrities has been happening for several decades and advertising firms use their communicative skills in convincing their clients that celebrity endorsement of a brand is the best bet in the current circumstances because of the standardization of many products and inability of the companies to create a strong differential or USP in a product that can have temporary competitive advantage or sustained competitive advantage. As a result, companies spend huge money on celebrities and this additional cost is finally passed on to the consumers who indirectly pay for the celebrities because of the higher price of the products. Of course, there are merits in doing it when the company is not able to create a unique product or a product which is different from the competition, but an attempt is also made to find out whether there are any disadvantages in doing it. Keywords: celebrities, merits and demerits, unique product, USP

INTRODUCTION People normally buy products which are endorsed by celebrities because people are comfortable with the familiar face endorsing a brand, e.g. when people see Virat Kohli in Pepsi commercial or in the print medium, it catches their attention [1]. Many people also aspire to be like celebrities. Their favorite celebrity’s wealth, fame, and enjoyments are a matter of inspiration to majority of their fans. Some people also make sincere attempts to live the lifestyle of celebrities or they try to alter their physical look or hair style so that they can appear remotely close to the star. Many people are so much obsessed with their favorite celebrities that they would like to eat what celebrity eats, they like to wear what celebrity wears, and they would like to stay in a hotel where the celebrity stays so much, so that the fans buy a product without any deeper thinking because it is endorsed by their favorite celebrity [2].

Many people buy the endorsed products because they feel that the product must have a terrific quality if it were to be endorsed by the celebrity. People feel surprised, amazed, happy, and excited when they see their favorite celebrity endorsing a brand. People feel that they are receiving advice from a valued friend. People feel that by buying the celebrityendorsed brand, they can indirectly associate with the celebrity’s success, beauty, fame, skills, charisma, characteristics, etc. If a celebrity has gone through hard times, then the consumers also develop a feeling of sympathy while buying a brand endorsed by their favorite celebrity. WHO CAN BE CALLED AS CELEBRITIES? People who are movie stars, popular in TV serials, people who are great singers, incredible dancers, perform mimicry shows, perform magic shows are usually regarded as celebrities. Popular politicians, news anchors, television show

Systems « NOLEGEIN Journal of Business Ethics, Ethos & CSR « NOLEGEIN Journal of Entrepreneurship Planning,

Development and Management « NOLEGEIN Journal of Operations Research &

Management

Volume 1 Issue 2 2018

www.mbajournals.in

Nolegein Journal of Advertising and Brand Management July–December 2018

Business « NOLEGEIN Journal of Management Information

eISSN: 2581-530X

Management « NOLEGEIN Journal of Business Risk Management « NOLEGEIN Journal of Corporate & Business Laws « NOLEGEIN Journal of Organizational Behavior

Management « NOLEGEIN Journal of Leadership and Strategic

Management

« NOLEGEIN Journal of Supply Chain and Logistics

Management

Marketing

HRM « NOLEGEIN Journal of Performance Management &

Retention Strategies « NOLEGEIN Journal of Human Resource Management & Development

« NOLEGEIN Journal of Global Marketing « NOLEGEIN Journal of Advertising and Brand

Management « NOLEGEIN Journal of Consumer Behavior & Market

Research

Management Book Series « Business « Management « Marketing

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