Marketing
Permanent URI for this collectionhttps://hdl.handle.net/20.500.14540/15
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Item Marketing strategies and sales performance of food management and trading company limited for fortified rice in Nepal(Faculty of Mnagement, 2026-01) Neupane, Chandrika; Pratibha PanditThe study has evaluated the impact marketing strategy has on sales performance of Food Management and Trading Company Limited in Nepal to fortified rice, and the specific objectives have included assessing the current situation of marketing strategy and sales performance, analyzing the relationship among product strategy, pricing strategy, place strategy, and promotion strategy and sales performance of the company, and evaluating the individual impact of the above. The research design that has been adopted in the study is descriptive and causal. The target population has included all marketing staff of the company. The sample that has used in the study is 162 respondents who have been chosen based on the purposive sampling method. The data has been quantitative in nature and data gathered has been in form of primary data using structured questionnaires. Data analysis has been done by use of reliability, demographics, descriptive statistics, correlation and regression analysis. Sales Performance has been considered the dependent variable and Product Strategy, Pricing Strategy, Place Strategy and Promotion Strategy have been taken as the independent variables. The results of reliability have demonstrated satisfactory to high internal consistency of all constructs. The demographic findings have shown that the majority of the respondents are young, male, well educated, and have comparatively small work experience. The level of perception of marketing strategies especially the promotion and place strategies has been found to be moderate to high. It has been noted that correlation analysis indicates positive correlation between Product Strategy, Place Strategy and Promotion Strategy with sales performance and pricing strategy has a weak correlation. The results of the regression have affirmed that the promotion and place strategies have a strong positive influence, product strategy has moderate influence, and pricing strategy has no significant influence. It has been concluded that coordinated promotion and distribution strategies have proved the most important in sales performance with implications to aspect of strategic marketing focus and resource allocation in the realm of practical implicationsItem Leadership style and employee turnoverIntention in star hotels in Kathmandu valley(Faculty of Management, 2026-01) Lamsal, Parmila; Dhurba SubediThis study examines the relationship between leadership styles and employee turnover intention in star hotels of Kathmandu Valley. It looks at four influential leadership styles-transformational, transactional, democratic, and servant leadership-and the impact of these various styles on employees' intentions to leave their organizations. The results indicate that employees perceive transformational leadership as the most dominant style, followed closely by servant, transactional, and democratic leadership reflecting the current status of leadership practices in the selected hotels. Employee turnover intention was at a moderate level, showing that while employees consider leaving, and a considerable proportion remains committed to their organizations. The correlation analysis revealed that all four styles of leadership are significantly related to employee turnover intention, demonstrating that the leadership behaviors greatly influence employees' decisions about either continuing or quitting. Among the leadership styles identified, transformational and servant leadership displayed the greatest significance for the intention to leave, thus playing a pivotal role in determining the attitude of employees towards the hotel industry. On the other hand, the leadership styles of transactional and democratic leadership played a role in determining the intention to leave, though they played less significant roles compared to the others. The result confirmed that the leadership styles identified have a highly significant joint effect on employee intention to leave the job. The above findings highlight the significance of understanding the impact of varying leadership styles on employee retention for star hotels. By shifting the focus on leadership practices, the management of hotels can deal with the issue of employee turnover, which is crucial for the stabilization of the organization and employee commitment. This particular study clearly establishes the significance of leadership styles as a crucial factor that determines employee turnover intentions.Item Comparative marketing strategy of Everest bank limited and Sanima bank limited(2024) Gupta, Monika; Chakrapani DahalThis dissertation explores and compares the marketing strategies employed by Everest Bank Limited and Sanima Bank Limited, two prominent commercial banks operating in Nepal. The study aims to analyze how each bank designs, implements, and adapts its marketing initiatives to attract and retain customers in a competitive financial environment. The research focuses on key elements of the marketing mix—product, price, place, promotion—as well as modern digital marketing practices, branding efforts, and customer relationship management. Primary data were collected through customer surveys and interviews with bank officials, while secondary data were obtained from bank reports, official websites, and published articles. The study also incorporates a SWOT analysis to evaluate the internal strengths and weaknesses, along with external opportunities and threats faced by both institutions. The comparative analysis highlights the differences in strategic approaches, such as Everest Bank’s reliance on traditional marketing and brand legacy versus Sanima Bank’s inclination towards digital engagement and customer-centric innovation. Findings indicate that while both banks are effective in their respective strategies, a more integrated approach combining traditional and digital techniques could enhance market reach and customer satisfaction. The study concludes with practical recommendations for both banks to optimize their marketing efforts in light of evolving customer preferences and technological advancements.Item Effect of Branding on consumer behavior of Telecommunication companies in Nepal(2024) Pal, Julie; Chakrapani DahalNot availableItem Item A case study on brand loyalty of domestic consumer product(2013) Jha, Shiv Shankar; Sadan Kumar BhagatNot availableItem A Study on Advertisement and Sales Promotion of Automobiles in Nepal, Analysis of Customers Perception on Bajaj and Hero Honda Motorbikes (At Present Hero and Honda Separated)(2013) Jha, Shiv Shankar; Neera ShresthaThe world market today has been narrowed by the information system. The customers keep information of the products or services through various sources. To inform about the products or services to the customers is the other part of companies‟ activities to increase the sales. Thus, producing the product is not sufficient; in addition it should be promoted as well. This principle applies in case of bike as well. Various brands of bikes are available in the Nepalese market along with the various models. If consumer attempts to collect information about the various models of various brands of bike, it is obvious that he/she would be confused on the crowd of the brands. Thus, a bike company as well practices various promotional tools. Among various promotional tools, the study has examined the advertising and sales promotion only. The main objective of this study is to examine the effect of advertising and sales promotion on the sales of Bajaj and Hero Honda bikes, considering these two bikes as much consumed by the Nepalese riders. The other specific objectives are to examine the brand awareness, view towards purchasing of consumers, effectiveness of advertising and sales promotion and perception of Bike Companies to promotion. To achieve the objective, the study has been based on primary data analysis and thus is experimental in nature. One set of questionnaire is prepared and distributed to 20 riders of Bajaj Bike and 20 riders of Hero Honda Bike, and the other set of questionnaire is prepared and distributed to 2 Sales Officers and 2 Marketing Officers of each HH Bajaj Bike Company and Syakar Company Limited. The study has found that consumers remain aware about the brand of bike through the promotion by various medias. The demographic variables affect the purchasing decision of the riders and the advertising and sales promotion are effective in influencing the buying decision of the consumers. The sales promotion mainly causes the riders to refer other people as per the views of Bike Companies. The study finally concludes that the sales promotion and advertising have turned result oriented whenever applied; however, it is difficult to determine which promotion tool is much effective. Finally, the study recommends that the advertising and sales promotion should be continuously practiced keeping the consumers at centre while creating either advertising or offering value through sales promotion.Item A Comparative Study on Marketing Practices of Hyundai and KIA Cars in Nepal(2011) Chitrakar, Sabita; Narayan Krishna PradhanNot availableItem Item A Study on E-Marketing of Tourism Industry in Nepal(2014) Mushyakhwo, Sunil; Keshav Prasad PandeyNot availableItem Marketing Analysis of Airlines Services (with reference to Yeti Airlines Domestic Pvt. Ltd.)(2013) Ghimire, Bhupal; Devraj ShresthaNot availableItem Brand preference of consumers on soaps in Pokhara(2012) Joshi, Rupanjali; Milan BaidhyaNot availableItem A study on working capital management of asian thai foods private limited, Biratnagar(2011) Moktan, Chitra Bahadur; Khagendra AcharyaNot availableItem A study on marketing strategies of commercial bank of Nepal (with reference to NABIL and sanima bank ltd)(2014) Gupta, Sanjay Kumar; Ganesh NiraulaNot availableItem The market analysis of Honey ( A case study of Honey market in Chitwan)(2011) Sharma, Hari Prasad; Bharat KhanalNot availableItem A study on buying behavior of Male winter wears in Butwal city(2014) Adhikari, Kailash; Suman Kamal ParajuliNot availableItem Item A study of wheat marketing in Kailali district(2011) Bhatt, Bharti Keshav Bahadur; Not availableNot availableItem Impact of Advertising on Brand Preference of Pepsodent Toothpaste in Biratnagar Sub-Metropolitan city(2013) Dangal, Nabina; Santi Ram KhanalNot availableItem Bamboo Marketing in far western region. (A case study of Manilek VDC 7, Dadeldhura)(2011) Bhattrai, Ramesh Kumar; Padam kanta JoshiNot available