G MADHUMITA
@vistas.ac.in
Associate Professor / MBA
VISTAS
RESEARCH INTERESTS
In Marketing
Scopus Publications
Scholar Citations
Scholar h-index
Scopus Publications
M. Bharanitharan and G. Madhumita
EDP Sciences
Managers have to make different decisions about using different types of information at the same time. Managing the performance of employees and quality of life in printing industries and Information Technology Parks, individually or collectively is an important aspect of decision making. Effectively managing an organization's human resources and evaluating employees to support personal development, improved organizational performance, and input into the organization's strategy depend on performance appraisals. This is due to the absence of quantitative and systematic techniques. The problems include improper data, qualitative and quantitative measurements, and the performance evaluation is the main task for the industrial sectors. Fuzzy control is used to calculate the overall achievement index by aggregating the performance results for some selected parameters and presenting them as numerical values, which will certainly facilitate the evaluation of the appraisal calculation of the human resources staff. Consequently, the current research utilizes the characteristics of data technologies and provides a method to quantitatively and automatically assess employee performance in office automation. The results show that an independent aspect of workplace performance appraisal is the automated employee performance appraisal system.
Bharanitharan M and Madhumita G
Seventh Sense Research Group Journals
Dr. G. Madhumita*, , Dr. G. Rajini, and
Blue Eyes Intelligence Engineering and Sciences Engineering and Sciences Publication - BEIESP
One way Analysis of Variance (ANOVA) tool established the difference among various groups mean. The study discusses the relationship between demographic variables (Age, Profession, Income, Experience &Occupational sector) and Purchase Decisions of Women Professionals using facial creams. The study categorized women professionals as Advocates, Doctors, Academicians, Engineering &Technocracts, and Administrators &Others. A questionnaire was designed with seven variables like External Stimuli, Internal Stimuli, Brand Awareness, Source credibility, Purchase Intention, Purchase decisions, Purchase experience and was circulated among the women professionals in & around Chennai, a total of 734 questionnaire was composed. These articles confer about the results of the normality test and one way ANOVA using Statistical Package for Social Science SPSS 21.0. This article is framed only to measure whether there is a significant difference among the demographical variables with the only one variable of the study that is purchase decisions. To investigate the assumptions of normality Kolmogorov-Smirnov & Shapiro-Wilk was calculated &muliticollinerity tests were conducted. The finding of the study shows that there is a difference among the demographic variables with the purchase decisions of the facial creams among women professionals. This study shall act as a direction for the academician and marketers for better understanding purchase decisions of facial cream brands among women professionals based on the demographic variables.
G. Rajini and G. Madhumita
A and V Publications
Generic Medical stores are opened in India by as Government Initiative called JAN-AUSHADHI in order to bring down the Health Care Budget of every Citizen .At this point of time a study regarding the influence of Purchase of Over the counter Medicines (OTC) by any individual has to be probed in .The major difference between these generic stores and the conventional retailers is the brand name of the medicine and the company’s brand image .Thereby this study is to envisage about the contribution of Brand Loyalty, Brand Image, Brand Resonance, Brand Trust with the Brand Experience. A conceptual regression model was designed and named as Role of brands for purchasing OTC brands Among Indian Women. The study highlights different generation and confines to Gen X and Gen X and New Age Indian Women who fall between 28 to 53 years with women across various professions such as advocates, doctors, academicians, engineering and technocrats, administrators, media/entertainment, entrepreneur and others. Around 736 questionnaires were collected in and around Urban Chennai, Semi Urban, Neyveli, Rural Soolurpet, Tirupur of India. The finest predicted relationship amid independent variables and the dependent variable was done by means of Multiple Regression by using Statistical Package for Social Science SPSS (21.0). The result shows that the brand experience of Gen X and New Age Indian Women professionals is not significant with the brand loyalty, brand image but they are significant with brand resonance, brand trust variables. Meanwhile Brand loyalty has a significant relationship with brand resonance, brand trust and not significant with brand image. This research shall errand the policy makers and pharmaceutical marketers to recognize regarding the brand experience of Gen X and New Age Indian Women.
G. Rajini and G. Madhumita
Indian Society for Education and Environment
Background/Objectives: The article aims to conceive on how celebrity endorsement for products affects the life style of any ordinary individual in a society thereby undergoes a little stress while making a decision in choice of purchase of a product. Method/Statistical Analysis: The structured question was administered to the respondents - buyers. A total of 200 questionnaires were distributed out of which 172 responded and were taken as samples. The paper analyses which product is highly affected on purchase due to celebrity endorsement. SPSS Statistics 17.0 version is used for data analysis. A multiple regression was run on 5 major products like: Jewel, Cosmetics, Food&Beverages, Electronic gadgets and Vehicles against independent variables like: 'Reach of Brand', 'Brand Recall', 'purchase opinion', and 'Trust' to understand which variable highly affects the purchase decision of particular product. Findings: The model depicts that chance of purchasing Jewel, cosmetics, Food and Beverages and electronic gadgets depends highly on 'Brand reach due to Celebrity Endorsement' but for purchasing of vehicles it depends on 'Purchase opinion due to celebrity endorsement'. Application/Improvement: A message is conveyed to the marketers to make the brand reach buyers by the use of celebrity endorsements especially in case of Jewels, Cosmetics, Food&Beverages and Electronic products. Whereas in case of Vehicles, buyer behavior towards celebrity endorsement has great impact on buyer to purchase the vehicles.