Branding and Promotion of Indian Plantation Commodities
by Raj, S John Mano
ISBN: 9789387057982
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Imprint : Scholars World
Year : 2018
Price : Rs. 4995.00
Biblio : xiv+127p., figs., tabls., 25 cm
Author Profile
Dr. S. John Mano Raj holds Ph.D in Rural Marketing from M.S. University, Tirunelveli, Tamil Nadu, India, MBA in Marketing and also holds an under graduation in Engineering. Currently serving as Associate Professor (Marketing) and Chairperson for the PG Programme at Indian Institute of Plantation Management, Bengaluru, an Autonomous Organization of Ministry of Commerce and Industry, Govt. of India. He has about 24 years of Post Graduate teaching experience with a blend of administrative and indus
About The Book
The demand supply situations for the selected plantation commodities such as tea and coffee in the Asian continent have undergone a rapid transformation due to the growth of the world economy and lowering of trade barriers resulting into surge in import. To give a barrier to such a situation, it is high time to create awareness on the positive characteristics of Indian Coffee/ tea and initiate appropriate branding and promotional strategies especially on country of origin labelling.
The first c
Table of Contents
CONTENTS
Acknowledgement v
Foreword vii
Executive Summary ix
1. Introduction 1
1.1. Background
1.2. Indian Coffee Industry
1.3. Indian Tea Industry
1.4: Usage of labels for as Brand Promotion and Consumer Protection
1.5: Consumer Ethnocentrism, Country Image and Country of Origin
Effect: A Conceptual Framework
2. Review of Literature 17
2.1. Consumer Ethnocentrism
2.2. Country Image
2.3. Trade Regulations and Plantation Commodities
2.4. Food Labelling
3. Research Design 37
3.1
