1

Industry Defined Project/CP

“A study on CONSUMER BEHAVIOR TOWARDS FRANCHISES AND LOCAL

RESTAURANTS.”

Prepared by

Radadia Janvi

(Enrollment Number: XXXXXX )

MBA Batch 2016-18

Under the guidance of

(Name of the Faculty Guide)

Asst. Prof. Charmy Kotecha

ACADEMIC YEAR

2016-17

Submitted To

Jaysukhlal Vadhar Institute Of Management Studies (Jvims)

Bipin T. Vadhar College Of Management

Jamnagar

Affiliated To

Gujarat Technological University

Ahmedabad

2

INTRODUCTION OF RESTAURANT INDUSTRY

A restaurant or an eatery is a business which prepares and serves food and drinks to

customers in exchange for money. Meals are generally served and eaten on the premises, but

many restaurants also offer take-out and food delivery service, and some only offer take-out and

delivery. Restaurants vary greatly in appearance and offerings, including a wide variety

of cuisine and service models ranging from inexpensive fast food restaurants and cafeteria to

mid-priced family restaurant, to high-priced luxury establishments.

History of restaurant:

Food is a big part of the Indian culture. Whether it’s an everyday meal prepared lovingly

for the family or special celebratory culinary treats made during festivals – food has always been

something that Indians have bonded over. If there’s one thing to know about the food culture of

India, it’s the fact that it is an elaborate, expansive fare. Even a regular meal at home consists of

various staples like rice, chapati, daal, and curry along with accompaniments such as

pickles, chutneys, papadams, salad, and raita in a large number of households. Not only does a

typical Indian meal take long to prepare, but it is also savored over an extended period of time.

In India, the earliest reference of restaurants dates back to early 250 BC when taverns or

inns provided food to hungry travelers. Street vendors and small stall owners also sold food in

local markets and most Indian towns and villages.

But the modern day restaurants probably started mushrooming with the spread of

colonialism, especially with the growth of the Indian Railways and Civil Services. As people

started to travel far and wide across the country, there was a spurt in eateries that could serve

them freshly cooked food.

However, eating out for leisure remained a fairly rare phenomenon for majority of the

Indian families until the rise of the great Indian middle class post liberalization. As Western

influences percolated down, lifestyles and food habits of Indians began to change.

More and more young folk began to leave home to work in other cities and towns and for

them takeaways and dining out became necessary. This was accompanied by an increase in

disposable income and a general willingness to spend on the experience of dining out.

3

https://www.theaims.ac.in/resources/rise-of-the-restaurant-industry-in-india.html

Current scenario:

The Indian restaurant industry is worth Rs.75, 000 Crore and is growing at an annual rate of

7%. The industry is highly fragmented with 1.5 million eating outlets, of which a little more than

3,000 outlets form the organized segment. However, the organized segment is rapidly growing at

an annual rate of 16%. Quick service segment is the clear winner in the eating out market with a

growth rate of 21%.

Organized Segment is expected to reach Rs.22, 000 Crore by 2017, driven by:

Rising disposable income

Nuclear family structure

Increasing working population

Rapid urbanization and consumerism

Increased private equity interest

Types of Restaurant:

Restaurants may be classified or distinguished in many different ways. The primary factors

are usually the food itself (e.g. vegetarian, seafood, steak); the cuisine (e.g. Italian, Chinese,

Japanese, Indian, French, Mexican, Thai) and/or the style of offering (e.g. tapas bar, a sushi train,

a taste restaurant, a buffet restaurant or a yum cha restaurant). Beyond this, restaurants may

differentiate themselves on factors including speed (see fast food), formality, location, and cost,

service, or novelty themes (such as automated restaurant).

Typically, at mid- to high-priced restaurants, customers sit at tables; their orders are taken

by a waiter, who brings the food when it is ready. After eating, the customers then pay the bill. In

some restaurants, such as workplace cafeteria, there are no waiters; the customers use trays, on

which they place cold items that they select from a refrigerated container and hot items which

they request from cooks, and then they pay a cashier before they sit down.

4

MAJOR PLAYERS IN THE INDUSTRY

Top 10 Fine-Dining Restaurants in India

1. Indian Accent, New Delhi

The centerpiece of a quiet boutique hotel in South

Delhi, The Manor, it doesn’t attract walk in due to its

location. The food celebrates regional dishes from

across the country and presents them in unique ways,

playing with flavor combinations and textures.

2. Peshawri, Mumbai

The detailing is where the restaurant scores. The menu

is printed on wooden blocks, the crockery is earthy

and the décor reminiscent of the rugged northwest

frontier. Diners do find the wooden stools a tad

uncomfortable for languid meals though.

3. Villa Maya, Trivandrum

A variety of dining spaces are spread all over the

bungalow, spilling into the picture perfect courtyard.

The food however, is as contemporary as the

ambience in nostalgic. The menu pays homage to

countries that were involved in spice trade with

Kerala like Morocco and Italy.

5

4. Bukhara, New Delhi

The more popular cousin of Dum Pukht which sits

in the same hotel as Bukhara, a meal at Bukhara is

all about the experience. One does not feel like

you are out only for a meal, you are treated like a

king and for just a little while, this is your

kingdom.

5. Agashiye, Ahmedabad

If you’re in town and not staying at the haveli,

you must make time to visit the restaurant for

dinner. Though there is indoor seating, choose the

terrace and sit back as you are served in

traditional Gujarati style. There is no a-la-carte

menu, each guest is served an array of dishes from

the region.

6. Khyber, Mumbai

A huge space that drips with old-world charm, it

has Afghani tones to the décor and a laid-back

ambience. The food too, is influenced by the

cuisines of the North-West Frontier. A trip all the

way to South Mumbai is recommended, so you

can experience a meal here.

6

7. Malaka Spice, Pune

Certainly the best South-East Asian food in the

city, head here is you love seafood. The restaurant

is divided into various seating options. Malaka

Art is about dining in the middle of a carefully

curated art gallery. Malaka Classic is perfect for

enjoying Pune’s weather in alfresco seating and

Malka Street is the more informal space.

8. Gulati, New Delhi

Not one for the faint hearted, the food at Gulati is

delicious and sinful. They do not spare the cream

or the ghee and thus the curries and daals are

heavy, though delectable. It’s usually overflowing

with people and getting a table can take some

time if you don’t reserve in advance.

9. Pinch of Spice, Agra

Seeing this name in a list which has missed many

iconic restaurants across the country like Masala

Library, Dum Pukht, Indigo, Sevilla, etc., is a bit

of a surprise. However, it’s always nice when the

smaller towns start rubbing shoulders with their

bigger cousins in terms of food excellence.

7

10. Tuscany Gardens, Candolim, Goa

Tuscany Gardens is a relaxed space serving non-

fussy Italian food, much in line with the vibe of

Goa itself. The food is authentic and simple, but

then it is the simple things in life that often give

us the most pleasure. You may sit indoor or enjoy

the lovely alfresco seating area.

8

Legal development

Licensing Registration and Health and Sanitary Permits

The Food Safety and Standards (Licensing and Registration of Food Business) Regulations,

2011 (hereinafter referred to as "License and Registration Regulations") govern the aspect of

license and registration of a food business operator.

All food business operators in the country are required to be registered or licensed in

accordance with the License and Registration Regulations, hence no person shall commence any

food business unless a valid license is possessed by the food business operator, and the

conditions with regard to safety, sanitary and hygienic requirements have to be complied with at

all times by them.

Legal/Financial Decisions to be made for starting a Restaurant in India

Choice of Business Entity

Food Business Operator License

Shop & Establishment License

Service Tax Registration for Restaurant

VAT Registration for Restaurant

Trademark Registration for Restaurant

Bank Loan for Restaurant

Some Rules and Regulations Restaurant Owner needs to adhere to

Food storage: Food must be stored separately and labeled by date received. The first items

received must be the first items used. The facility must also have a working thermometer, and

refrigeration must be below 40 degrees Fahrenheit. Anything above 40 degrees allows bacteria to

grow.

Employee cleanliness: Employees are expected to be clean, wash their hands regularly, and

keep hair pulled back so it doesn’t get into food or drinks.

9

Employee Each state has its own restaurant inspection process, but usually the inspection is

done by the County’s Health Department. Restaurant permits can be suspended for any number

of violations including rodent infestation, lack of hot water, faulty plumbing and more.

Selling alcohol: Contact your local city office to apply for a license to sell alcohol. There are

different classes of licenses depending on what kind of alcohol you’re serving and where the

drinks are served. If you’re opening a brewery or winery and producing your own alcohol, you’ll

need to contact the Alcohol and Tobacco Tax and Trade Bureau for approval.

Safety: All employers are subject to federal Occupational Safety and Health Administration

(OSHA) regulations. OSHA sets and enforces safety standards to ensure safe and healthful

working conditions. OSHA will inspect your location and help you meet their standards.

http://www.mondaq.com/india/x/244880/food+drugs+law/Laws+Governing+The+Food+Industry+In+India+Revisited

https://www.indiafilings.com/learn/starting-restaurant-india/

https://sema.score.org/resource/rules-and-regulations-restaurants-and-bars-share

10

SWOT/ ANALYSIS OF FOOD INDUSTRY

STRENGTHS

Food varieties & state wise specialties

International players enter India and the rise of the quick service restaurants

Fine Dining in India

Niche restaurants make their presence felt

The upsurge of food courts

Food moves from the street to online space

Outsized young customer base

Evolved eating culture

OPPORTUNITIES

Changing demographics

Greater spending power

India as a travel destination

Infrastructure and IT development

WEAKNESS

Lack of organized supply chain & infrastructure

Wedged in licenses & regulations

Occasion based rather than need based

Health issues

11

THREATS

Change in Consumer Tastes

Lack of qualified manpower

Macroeconomic factors

Competition

Rising Inflation

http://www.researchandmarkets.com/reports/2194337/quick_service_restaurant_qsr_industry_in_india https://www.theaims.ac.in/resources/rise-of-the-restaurant-industry-in-india.html

12

PROBLEMS WITH RESTAURANTS

The food industry is a high-risk business proposition. Restaurant can help increase its chance of

success by understanding seven of the surprisingly common problems faced.

The Menu

One of the most common problems restaurant owners face is the menu. A good menu is a balancing

act. A good menu should have appropriate number of items, proper price for dishes, good layout and

easily readable.

Customer Service

First impressions are important. Poor customer service is often a deal breaker for customers. The

key to success is happy customers who want to return again and again. Every contact staff makes

with customers must be pleasant, welcoming and accommodating.

A Unique Selling Point

A unique selling point offers customers a feeling that enables them to remember, after they are gone.

Restaurants need to focus on creating a USP to stand in the market.

Management

Many small restaurants don’t pay attention to the number of customers visiting each day, most

profitable menu item, cost and profit margin for each item, budget for labor, loss of inventory and

sales goals which hinders the day-to-day operation of the restaurants.

13

Hiring and Training Staff

Most successful restaurant owners know the importance of hiring and training the right employees.

Yet, a common problem exists as many restaurants hire the wrong people and have a high turnover

rate.

Marketing

Many owners fail to pay enough attention to marketing like formalizing brand standards, making a

marketing plan, creating a website, creating a customer loyalty program, etc. making this a common

problem in the Indian restaurant.

Capital

Finally, we come to an area where many restaurant entrepreneurs run into big problems. This

looming problem is capital, and more specifically, a lack of it. Restaurant owners need enough

capital to run their business so it can fully establish itself. Owners should plan to have at least

enough money to run for one year. Additionally, restaurant owners need to have enough financial

resources to cope with unexpected costs and increases.

http://restaurantengine.com/common-problems-restaurants-face/

14

THEORETICAL MODEL

http://image.slidesharecdn.com/consumerbehaviour-090920104243-phpapp02/95/consumer-behaviour-20-

15

728.jpg?cb=1253443438

LITERATURE REVIEW

1) Study of Lifestyle Trends on Changing Food Habits of Indian Consumers, Mr. Havish

Madhvapaty, 2Ms. Aparajita Dasgupta, IOSR Journal of Environmental Science,

Toxicology and Food Technology (Jan. 2015)

ABSTRACT:

Global markets have increased the plethora of options available to Indian consumers. With

the clear shift in consumer tastes and preferences, food companies have also capitalized on the same.

While Indian consumers are still not as heavily impacted by the obesity epidemic like some other

developed nations – there is a clear shift; one which does not augur well for the health of the average

citizen. The objective of this paper was to identify these key lifestyle trends that have emerged over

the dozen years or so – and understand the way they are changing food habits. For this purpose, we

talked to 600 respondents across 6 cities in India. The research was conducted using a questionnaire

administered online and through CATI. The results overwhelmingly show that there is a shift from

opting to eat at home to opting to eat out. Also interestingly awareness about harmful effects of

processed foods was high but the reason for consumption was attributed primarily to ease of

purchase. The implications of the research are an attempt to ensure that key steps are taken by public

officials: such as a tax on unhealthy foods, subsidies for healthy food, and promotion of healthy

norms. Also FSSAI guidelines need to strengthen to ensure that customer awareness increase and

food companies opt for a more transparent communication platform.

Key Words: Food Safety and Standards Authority of India (FSSAI), Nutrition, Food Habits,

Organic food, Processed food, Ready-To-Eat, Convenience Foods

2) Local Food Preferences of Restaurant Consumers J.M. Lillywhite, J.E. Simonsen, R.N.

16

Acharya, and K. Laney

ABSTRACT:

Changing consumer attitudes towards environment, animal welfare, food safety, food quality,

and personal health is boosting demand for locally produced food products. Although a number of

studies have examined the demand for these products through direct marketing channels, the

literature on consumer preference for locally produced food ingredients in restaurant setting is

limited. This study attempts to fill this gap in the literature by using a panel survey of 303 restaurant

diners in the U.S. southwest. The preliminary results show that price is the primary factor in

determining consumer choice for restaurant meals followed by the use of local food ingredients and

the type of restaurant.

3) Consumer behavior in the food service industry: review

ABSTRACT:

This article reviews the literature relating to consumer studies in foodservice, an under-

represented area in terms of review papers. It is organized into four sections, discussing survey

work, experimental studies, and investigations relating to economics and geography, and

sociological and anthropological research. Many of these articles have been published outside the

usual hospitality management journals. The review examines the scope of this research, identifying

areas of commonality within it, as well as gaps and weaknesses in the body of knowledge on

consumer behavior in the food service industry

4) A Review of Food Service Selection Factors Important to the Consumer, Food and

Public Health, Caroline Opolski Medeiros, ElisabeteSalay

ABSTRACT:

A literature review was carried out to identify the important factors perceived by consumers

when choosing a food service. The review was carried out in Scopus, Scielo and the Web of

Science. The price, atmosphere, food quality and location were the attributes most investigated by

17

the researchers. The food quality and taste were perceived as essential by consumers for all types of

restaurants. On choosing fast-food restaurants the price and speed of service were the most

important factors. On selecting other types of restaurants, the most relevant factors were the food

quality and taste, followed by attributes related to service. Price was shown to be important for the

student population, lower-income populations and individuals who eat out less frequently. With

respect to gender, women perceived the preferences of their families and the safety of food as more

important than men. Differences in the degree of importance given to the selection factors were

observed according to the meal context. This review showed that further research, applying accurate

methods, is needed to broadly understand the choices of differing establishments by consumers.

5) Local Food Preferences of Restaurant Consumers J.M. Lillywhite, J.E. Simonsen, R.N.

Acharya, and K. Laney

ABSTRACT:

Changing consumer attitudes towards environment, animal welfare, food safety, food quality,

and personal health is boosting demand for locally produced food products. Although a number of

studies have examined the demand for these products through direct marketing channels, the

literature on consumer preference for locally produced food ingredients in restaurant setting is

limited. This study attempts to fill this gap in the literature by using a panel survey of 303 restaurant

diners in the U.S. southwest. The preliminary results show that price is the primary factor in

determining consumer choice for restaurant meals followed by the use of local food ingredients and

the type of restaurant.

6) Consumer Preference and Spending Pattern in Indian Fast Food industry Y

Prabhavathi, N T Krishna Kishore, M. Ramesh Kumar , International Journal of

Scientific and Research Publications, February 2014, 1

ABSTRACT:

Fast food industry is one of the world’s fastest growing sectors in food industry. However, over

a period of time, with a growth in the number of nuclear families, economic growth and increasing

18

per capita income as well as globalization, fast food culture gained prominence in India. The study

reveals that. The average visits made by the sample respondents was three times in a month and that

young consumer lifestyle trend consists of taste, convenience and seeking alternate food items

which formed the major reasons for consuming fast food. Analysis on reasons behind eating fast

food by the sample respondents revealed that taste is major reason to consume fast food followed by

convenience and alternate to home food.They also expressed that relaxation and wider variety of

menu were the other reasons to consume fast food. Index Terms- Fast food industry, spending

pattern, Consumer preference.

7) “A Study on Service Quality in Indian Restaurants with Decision and Experiential-

Oriented Perspectives” 1Kota Neel Mani Kanta, 2 P Srivalli 1, 2 Asst Professor, 1MBA-

Tourism and Travel Management, Vikrama Simhapuri University, Nellore

ABSTRACT:

Using the decision- and experiential-oriented perspectives as theoretical guides, this article

reported an empirical assessment of service quality in restaurant operations. We proposed and tested

a conceptual model of service quality using structural equation modeling. Using data from a sample

of 284 customers from two large full service restaurants in southern India, we investigated the

relationships of service quality, customer satisfaction, and frequency of patronage. The results

supported the significant links between service quality and customer satisfaction, service quality and

repeat patronage, but not customer satisfaction and repeat patronage. The study has provided

important insights into service quality and customer satisfaction in the field of restaurant operations.

8) Eating out Behaviour of Individuals: A case study *Dr.Reeta Arora **Dr. Asha

Chawla *** Ms Monika Bansal, (October 2014)

ABSTRACT:

The growth of eating out habits is influenced by several factors; the good economic conditions

in the last ten years, hectic lifestyles, limited time for preparing food and the increasing interest in

19

cuisine brought about by the celebrity chef phenomenon and innovation by caterers and more

tempting to eat out because of the increasing growth of new eating outlets built in shopping centers,

high streets and leisure venues e.g. PVR, sports stadiums. This study examines the eating out

behavior of people in NCR region. The focus is on how many times do they prefer to eat out, type of

food prefer, eating out habits and prefer eating outlets. Not much has been done on eating out habits,

food habits of people, so an attempt has been made to investigate various aspects of the eating out

behavior of people.

9) Consumer Perceptions of Food Franchise: A Study of McDonald’s and KFC ,CMA

(Dr.) Kinnarry Thakkar, Mrunmayee R.Thatte , International Journal of Scientific and

Research Publications, March 2014 1

ABSTRACT:

Globalization and modernization has redefined the Indian fast food industry and today

people can be seen consuming food out of their homes moving towards superior and convenient

options. The demand for fast food is on uptrend. Increase in the disposable income of the

burgeoning upper middle class has contributed to the growth of food industry. Food franchises have

made significant inroads into the franchising industry. Franchising is perceived as a beeline to

expansion and growth of a business. The present study is an attempt to study the consumers‟

perception about two important food franchise, McDonalds and KFC. The study is an explorative

study based on primary data collected from 150 respondents in Thane city through a structured

questionnaire. Various factors like variety of food items, quality, taste, ingredients etc. are analysed

to study consumer perception about food franchise.

10) Consumer perception about fast-food in Indianan exploratory study Anita Goyal and N.P.

Singh Management Development Institute, Sakhalin, India

ABSTRACT:

Purpose – This paper seeks to estimate importance of various factors affecting the choice of

20

fast food outlets by Indian young consumers. Design/ methodology/ approach – The study applies

multivariate statistical tools to estimate importance of various factors affecting the choice of fast

food outlets by Indian young consumers. In addition, the authors analyses the consumption patterns,

impact of hygiene and nutritional values, and rating of various attributes of McDonald's and

Nirula's. Findings – Results indicate that the young Indian consumer has passion for visiting fast

food outlets for fun and change but home food is their first choice. They feel homemade food is

much better than food served at fast food outlets. They have the highest value for taste and quality

followed by ambience and hygiene. Three dimensions (service and delivery dimension, product

dimension, and quality dimension) of fast food outlets' attributes are identified based on factor

analysis results. The two fast food outlets' rating differs significantly on the seven attributes.

McDonald's scores are higher on all attributes except "variety". Further, consumers feel that fast

food outlets must provide additional information on nutritional values and hygiene conditions inside

kitchen. Practical implications – Fast food providers need to focus on quality and variety of food

besides other service parameters. There is need to communicate the information about hygiene and

nutrition value of fast food which will help in building trust in the food provided by fast food

players.

http://iosrjournals.org/iosr-jestft/papers/vol9-issue1/Version-2/C09121622.pdf

https://www.researchgate.net/publication/223039875_Consumer_behaviour_in_the_food_service_in

dustry_A_review

http://article.sapub.org/10.5923.j.fph.20130304.02.html

http://www.eoq.hu/iama/conf/1147_paper.pdf

http://www.ijsrp.org/research-paper-0214/ijsrp-p26116.pdf

http://www.irdindia.in/journal_ijrdmr/pdf/vol3_iss1/4.pdf

file:///C:/Users/Mr/Downloads/IJMSSOCT3.pdf

http://www.ijsrp.org/research-paper-0314/ijsrp-p2723.pdf

https://www.researchgate.net/publication/228367124_Consumer_perception_about_fast_food_in_In

dia_An_exploratory_study

21

RATIONALE OF THE STUDY

Eating out for leisure remained a fairly rare phenomenon for majority of the families in the

early age but due to Westernization, lifestyles and food habits of people began to change. This was

accompanied by an increase in disposable income and a general willingness to spend on the

experience of dining out.

With the entry of Franchises in Jamnagar, Local Restaurants are facing competition which

calls for a change in management and marketing efforts of restaurants to withstand the competition.

By studying Consumer Behavior towards franchises and local restaurants, the respective owners will

come to known about the changing food habits, spending patterns of people on eating outside,

preferences related to choice of restaurants and the factors that drive people to revisit the restaurants.

Focusing on such parameters would help the owners of both the type of restaurants to create

marketing efforts which would create a loyal base of customers and lead to success.

RESEARCH METHODOLOGY

Research problem:

A research problem, in general, refers to some difficulty, which a researcher experiences in the

context of either a theoretical or practical situation and wants to obtain a solution for the same.

Due to the changing attitudes of people towards eating outside, there is scope for restaurants

which provides quality food along with highest level of customer service, to grow. As there is scope

for more restaurants to enter into Jamnagar market, knowing consumer behavior will help them to

grow which has motivated us to try to find out a solution to a problem statement “CONSUMER

BEHAVIOR TOWARDS FRANCHISES AND LOCAL RESTAURANTS.”

22

RESEARCH OBJECTIVES

Primary Objective

To analyze consumer behavior towards local restaurant and franchisee.

To know the preference of the consumers while making a choice between local restaurant

and franchisee

Secondary Objective

To identify the service of the restaurant that attracts the customers to visit any specific

branch restaurant.

To analyze the impact of restaurant location upon customer preference.

To know the taste and preference of the customers

To find how different food outlets differentiate themselves.

Probable Research hypothesis :

H0 : There exist a significant relationship between income of a person and frequency of visit to Restaurant

H1: There doesn’t exist a significant relationship between income of a person and frequency of visit to

Restaurant

H0: There exist a significant relationship between marital status of a person and frequency of visit to

Restaurant

H1: There doesn’t exist a significant relationship between marital status of a person and frequency of visit to

Restaurant

H0 : There is no significance difference among the factors that are used to compare Local and Franchise

23

Restaurant

H1 : There is significance difference among the factors that are used to compare Local and Franchise

Restaurant

H0 : There is no significance difference among factors that are used for selection of restaurant

H1 : There is significance difference among factors that are used for selection of restaurant

Types of data

Primary

Types of research

Exploratory

Sampling plan:

Sample size

Sampling methods

300

Non-probability convenience method

Data collection tool

Questionnaire

LIMITATION OF THE STUDY :

Different person have different mindset so it is difficult to find what they want. In this research some of the

limitations are as follows:

1. This exploratory research is done focusing on Jamnagar region only therefore findings and suggestions

given on the basis of this research and cannot be considered for the entire retail Industry.

2. Due to limitation of time and cost constraints a sample size of 300 are chosen.

3. Data Analysis and interpretation done may not be that strong due to small sample and random sampling

method.

4. At the time of fill up questionnaire may be, they may not give or have accurate answer.

24

BIBLIOGRAPHY

1. Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education,

2006, pg. no. 537

2. Warren J. Keeyan, Global Marketing Management, USA, Prentice-Hall of India Pvt. Ltd., 2002,

25

pg. no. 3

3. Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education,

2006, pg. no. 52

4. Belch, G. E. and Belch, M. A., 2004. Advertising and Promotion – An Integrated Marketing

Communications Perspective. 6th ed. New York: Tata McGraw-Hill.

5. Beard, Fred K., Conflict in the Integrated Marketing Communications Task Group, in

Proceedings of the 1993 Conference of the American Academy of Advertising, E. Thorson, Ed.,

Omnipress, Madison, Wl. 1993, pg.no. 21-31.

6. Abed Abedniya, Sahar Sabbaghi Mahmouei, The Impact of Social Networking Websites to

Facilitate the Effectiveness of Viral Marketing, December 2010, International Journal of Advanced

Computer Science and Applications, Vol. 1, No.6

7. Andrea C. Wojnicki, Word-of-Mouth and Word-of-Web: Talking About Products, Talking About

Me, 2006, Advances in Consumer Research, Volume 33.

8. Chaffey, D., Ellis-Chadwick, Johnston, K.F. and Mayer, R., 2003. Internet Marketing: Strategy,

Implementation and Practice. 2nd ed. Edinburgh: Pearson Education.

26