Journal Issues

Abstract
The use of celebrities in advertising has become an ever-present phenomenon in modern advertising. Celebrity endorsement today is the ultimate and ideal promotional strategy for marketers as the consumers get attracted towards those brands that reflect their inner lives, values, beliefs and their desires. Currently in India the use of celebrity advertising for companies has become a trend and also become a winning formula of corporate image building and product marketing .It can create linkages with the stars appeal thereby adding refreshing and new dimensions to the brand image. The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the author curious to explore the effect of celebrity endorsements on college student’s perception and buying behavior.
Keywords: celebrity endorsement, perception, buying behaviour
 

Abstract
Mutual Fund is one of the right sources that attract small and medium investors, which resulting to strengthen the capital market. The persons, who investing in mutual funds are having many reasons such as dividend
declarations, tax benefits, lesser risk, and value of assets, cost etc.The mutual fund industry in India has undergone a most successful phase in the last 10 years. The Asset under Management (AUM) has shown a tremendous growth since inception from 25 crores in the year 1965 to  701443 crores in the year ending 2016. In the last few years, there has been consistent rise in the number of mutual fund folios in equity funds as inflows has risen largely due to the positive returns from equity funds compared with benchmark indices coupled with changing mindset of retail investors and success of investors awareness programs. As on Oct, 2016 total folios for the mutual fund industry stood at   5.12 crores with most coming from in the form of equity, while debt oriented schemes saw its folios at  95.29 lakhs. But this tremendous growth in the mutual fund industry in India is still lacking far behind other developed nations. With this background both primary data and secondary data have been collected, tools used to measure awareness based on Percentage analysis. 
Keywords: Mutual Funds, Investments, Awareness’ level. 
 

Abstract

The policy of Liberalization, privatization, and Globalization (LPG) has created a greater impact in the insurance industry in India. This has led to the emergence of private and foreign players in the country. The private and foreign insurance companies established in the country are providing effective service using the latest technology. All foreign players operate in India through joint ventures with private players. In this cut-throat competition among the life insurance companies, consumers are very much aware of the alternatives available in relation to services and the provider organization. Now consumers’ expectations are rising, and service provider organizations should be aware of these expectations. The present study's objective is to compare and analyze the service quality perceptions of customers of public and private sector life insurers through the Servqual/Servperf scale in the Indian insurance industry context. A total of 400 respondents completed the field survey, and the survey was conducted in Chennai city. Out of 400 respondents, 100 were from LIC, and the remaining 300 were from private-sector life insurance companies, including ICICI Prudential, SBI, and Bajaj Allianz Life Insurance Company. The private players have been selected based on their market share. The collected data are analyzed with the help of SPSS package version 21 based on the analysis researcher found that both public and private sector life insurers offered quality of services to customers equally. 

Keywords: Service Quality, Customer satisfaction, Customer Service