Open Access Original Research Article

The Effects of Guerrilla Marketing on Generation y Consumer’s Purchase Intention

Kathireshan Powrani, F. B. Kennedy

Asian Journal of Economics, Business and Accounting, Page 1-12
DOI: 10.9734/AJEBA/2018/39068

The research purpose was to explore guerrilla Marketing effects on consumer behavior. With the increase in competition in the global markets, several companies face a high Competition for surviving and thus they take a significant advantage in the present market opportunities.  Companies try to use many innovative marketing techniques to attain customers quickly. Although Guerrilla marketing is one unique way to achieve this need. Thus, this study primarily investigates the impact of guerrilla marketing on generation Y consumer's purchase intention.  The study considers Guerrilla marketing effects as an independent variable with seven appropriate dimensions such as Novelty, Aesthetics, Relevance, Clarity, Humor, Emotional arousal and Surprise and Consumer's purchase intention as the dependent variable.

It was conducted in Undergraduates of Eastern University, Sri Lanka during the period between June 2017 and December 2017. 380 undergraduates of Eastern University, Sri Lanka, were taken for this study.  Stratified random sampling method was applied. Respondents who are aware and exposed to guerrilla advertising were only considered to administer questionnaires regarding guerrilla marketing effects and consumer's purchase intention. All the data was collected through closed-ended questionnaires, and the analysis was conducted by SPSS Statistics, which are Univariate and Bivariate analysis.

Guerrilla marketing as an independent variable has High-Level contribution to the Consumer’s purchase intention. An individual analysis shows that Novelty, Aesthetics, Relevance, Clarity, Humor, Emotional arousal, and Surprise have high. Generation Y consumers have a High-Level contribution to the Consumer's purchase intention. Results indicate that there is statistically linear significant and positive relationship between Guerrilla marketing effects and Consumer's purchase intention. And based on the findings Co-efficient of Determination and Adjusted R- Square indicated that guerrilla marketing effects have significant and moderate positive impact on Generation Y consumer’s purchase intention.

The study found that these independent variable dimensions indicated a high level of Generation Y Consumer's purchase intention. The findings of the present study suggest that the Guerrilla marketing effects are having the moderate positive relationship with Consumer's purchase intention. Eventually, this report recommends some actions for improving the role of Guerrilla marketing effects in influencing the Generation Y Consumer's purchase intention.

Open Access Original Research Article

Does the Employees Provident Fund Provide Adequate Retirement Incomes to Employees?

Sallahuddin Hassan, Zalila Othman, Wan Zaharah Wan Din

Asian Journal of Economics, Business and Accounting, Page 1-11
DOI: 10.9734/AJEBA/2018/41930

The objective of this study is to delve further the Malaysia’s Employees Provident Fund (EPF) scheme by exploring the perceptions of 300 existing and prospective retirees in total on the existing EPF system that provides them with the adequacy of incomes in retirement. By employing the logistic model in this study, the perceptions of 250 retirees and 50 currently working employees, in particular, were evaluated as part of the overall assessment on the strategic pathway of the EPF system towards becoming the reliable financial security guarantor for elderly workers. Among others, there are relatively similar results regarding key factors to have substantial effects on the retirement income adequacy being prevailed in the cases of existing retirees and prospective retirees. Key factors namely the number of dependent persons, averaged non-EPF savings, housing loan, car loan and medical expense are found to be negatively related to retirement income adequacy. Therefore, necessary improvements on the existing EPF scheme need to be implemented so that the provision on accumulated financial resources of both existing and prospective retirees aimed at ascertaining appropriate adequacy levels in retirement incomes can be monitored in a timely manner.

Open Access Original Research Article

Sustainable Development Practices and Corporate Financial Performance: A Survey of Selected Quoted Companies in Nigeria

Ndukwe O. Dibia, Nwakanma G. Nwaigwe

Asian Journal of Economics, Business and Accounting, Page 1-13
DOI: 10.9734/AJEBA/2018/40995

The present study investigated the relationship between sustainable development practices and corporate financial performance. The study adopted ‘ex-post facto’ research design. Data used for the study were sourced from annual reports and financial statements of thirty-four quoted companies selected from Agriculture, Basic materials, Consumer goods, Consumer services, Financial services, Health care, ICT, Industrials and the Oil and gas sectors of the Nigerian economy for the period 2011 to 2015. Content analysis was used to construct the sustainable development index. Multiple regression analysis techniques run on SPSS version 23 was used to test the hypotheses formulated in this study. Findings revealed a negative relationship between return on equity and sustainable development practices. A significant positive relationship was shown to exist between sustainable development practices and firm size, implying that firms with larger total assets adopt more sustainable development practices. No significant relationship was established between earnings per share and corporate sustainable development practices. The study recommended that corporate sustainability reporting be made compulsory through legislation, and the government should grant tax credit and other incentives to corporate entities that engage in sustainability practices to encourage them to contribute more to the much needed sustainable development.

Open Access Original Research Article

An Investigation on Corporate Social Responsibility Practices in Banking Sector: Special Reference to State and Private Banks in Batticaloa District

R. Kishokumar

Asian Journal of Economics, Business and Accounting, Page 1-12
DOI: 10.9734/AJEBA/2018/40874

Corporate social responsibility (CSR) is a business approach that contributes to sustainable development by delivering economic, social and environmental benefits for all stakeholders. It provides several different approaches to empower the communities that help to build a better economic infrastructure for mankind and nation security. Although companies may achieve remarkable efforts with unique business possibilities sometimes these companies are much more enthusiastic in carrying out CSR initiatives. Considering this approach, it can be said that CSR is not only based on how to treat the human resources but also it can provide support for the environmental aspects. This particular study ensures the current methodologies for knowing the basic need for CSR. 19 banks are selected (inclusive government and private banks), of which the employees are asked certain questions using 5-level Likert scale whereby data are generated to get information regarding the CSR pattern and consequently proposed outcomes are statistically assessed. This study concludes that corporate social responsibility includes economic, ethical, legal, and discretionary responsibilities.Further results assess how each sector of the bank shows their specific responsibility, for example legal responsibilities are much higher in state banks than that of private banks, similarly private banks show much higher rate of economic responsibility than the state banks etc. Furthermore the study results help to unfold the innovative proposals of CSR at every sector, so that CSR can bring up a better nation.

Open Access Review Article

The Impact of Celebrity Credibility on Purchase Intention of Cosmetic Products: The Moderating Role of Ethnocentrism

Fatima Zohra Chekima, Syed Azizi Wafa Syed Khalid Wafa, Rini Suryati Sulong

Asian Journal of Economics, Business and Accounting, Page 1-10
DOI: 10.9734/AJEBA/2018/41283

Globalization has led to an increased competition as firms expand their coverage including various domestic and international markets. Therefore, the cosmetic industry has been growing and expanding around the world in both developed and developing countries. As a result, customers have a growing selection of purchase options, including an increasing proportion of foreign products and brands. It is clear that there is a need for better understanding of the factors that determine the choice of consumers of domestic and foreign products in different market settings. One of the strategies that are used by companies to differentiate their cosmetic products is through celebrity endorsement. Despite the popular advertising technique of using celebrity endorsement, market researchers and advertisers have not agreed as to which celebrity source characteristics are most effective in influencing consumers’ purchase intention of the endorsed products or brands. Other than that, another important factor that affects consumers’ purchase intention is the consumer ethnocentrism level. Consumers in different countries have different preference over local and international products. Thus, the objective of this paper is to propose a suitable approach and develop a conceptual framework to examine the factors influencing the purchase intention of cosmetic products. This study will investigate the characteristics of the celebrity endorser that will have either positive or negative influence on consumers through the source credibility model (expertise, attractiveness, and trustworthiness). Moreover, this study will also examine the moderating role of ethnocentrism of consumers to ensure whether it is more suitable to hire a local celebrity or international celebrity. The finding of this study could help cosmetic products marketers to design more suitable ads in terms of celebrity characteristics and understand the role of consumer ethnocentrism in the consumer's decision making.