Abstract: Elaborate and extensive literature is available on every aspect of branding. But these are restricted to established brands of large organisations. The discussion of branding among Small & Medium Enterprises (SME) is very rare especially in the Indian context. The rapidly changing business environment in India is providing the right impetus for the global companies to make India an important partner. This environment is an ideal platform for SMEs to showcase their offerings, product or service. Branding will play a key role in creating the differentiation. This study highlights these aspects and also outlines the future research direction.

Abstract: Cassava, the chief source of dietary food energy for the majority of the people living in the lowland tropics, and much of the sub-humid tropics of West and Central Africa has been used by generation of homes in Africa for years and it has also been used as a food source by many cultures for centuries. The wide scale adoption of high yielding varieties and the resulting increase in yield have shifted the problem of the cassava sector from supply (production) to demand issues, such as finding new uses and markets for cassava. The main aim of this research was to use cassava flour in the production of pasta. To accomplish this, best and wholesome cassava were selected and prepared into cassava flour for the production of the pasta. A sensory evaluation was conducted to ascertain its potential acceptability. The sensory evaluation team was made up of lectures of the hospitality management department, student of hospitality management and mathematics department of Takoradi polytechnic on the taste, flavor, colour, appearance and consistency. The researcher used experimental research to obtain the information required whereby the product was compared and displayed for respondents to taste and give comments. To make cassava more relevant as pasta, it is recommended among other things, to introduce some innovations which may be necessary to increase acceptability and nutritional content of locally prepared cassava-based composite flour pasta, in our indigenous industries.

Abstract: Students is becoming more aware of environmentally conscious and desirous of purchasing eco-friendly products i.e. green products. The present study is an attempt to investigate purchase intention & awareness towards green products among students in Delhi-NCR.
Research design & Methodology: College students were surveyed at a private college in Delhi to determine if they considered green marketing when they made purchases. Of the 75 students surveyed, 56 gave valid responsive questionnaires out of which 48 were aware of green marketing and 8 students were not at all aware of the same.
Findings: The findings of the study reveal that approximately 40 percent became aware of green marketing by internet and social media sites. However, around 29 percent learned about it through print media, i.e, newspapers and magazines. The study also revealed that 72 percent respondents perceive green products as environment friendly products while 12 percent respondents take it as recyclable products. Male respondents are more aware about green products and but females consider it more while making shopping in comparison to male respondents. Majority of the respondents are ready to pay 1-20% percent more prices than the prices of non-green products.
Value of Paper: Thus, we conclude that the students does not have environment concern only, but also have positive and high intentions to buy green products. Statistical tests showed that there was no correlation between gender, income and major fields of study and extent of green marketing awareness. The study brings out interesting insight that, though consumer were environmentally concerned and ready to pay high yet they were not aware as to what constitutes environmentally friendly products. Hence, marketers need to consider efforts that are required to convert the environment concern into environmental consumption behavior. It also implies a bright future for green marketing.
Limitations: Due to time constraints, this study is limited to students learning in private college in Delhi region. The views received from the respondents cannot be fully generalized to represent all the students in Delhi. It should be noted that the awareness level of students belonging to higher level may differ from the participants of this research.

Abstract: The customers are becoming aware and expect value for their money. It takes lot of efforts and well-focused marketing strategies in order to build a branded restaurant. The restaurant needs to offer discounts, provide value addition and customization, and conduct various marketing campaign on social media in order to build a brand. In addition to it, restaurateur has to interact with the customers and focus on various guerilla-marketing techniques by using the well-maintained database of the customers.

Abstract: Leadership is critical to the performance or failure of any organization or business. The question is how can leadership influence organisations and businesses to achieve strategic people management and high organizational performance. Leadership is responsible for people management and performance improvement in both profit making and nonprofit making organizations. It also the responsibility of the leadership to consider which style or model of leadership is relevant to organizations, business sector and the situation within which such models can work.It is very critical for scholars and practitioners alike to understand the theoretical underpinnings of the various styles of leadership and how they can be applied to bring about positive results.  A consideration of the relevance and link of the various leadership styles with strategy should always be made in order to achieve the intended short and long term goals of organisations. It is of paramount importance to always pay attention to the main areas of debate on issues of leadership capability, strategic people management and organizational performance. The current research directions on the above issues should always be checked since they play a big role in the evolution of leadership in general. It is for this reason that this paper reviews a number of leadership styles used by various leaders in different organisations.

Abstract:Accommodation for students in Takoradi Polytechnic throughout their 3 years stay on campus has been a major challenge since the school gained reputation. The rise in population which has led to various problematic conditions of student accommodation which range from inadequate infrastructure facilities to overcrowding, sanitation challenges has indeed met with renewed interest in sourcing and researching the best practicable approach towards the enablement and efficient, conducive accommodation environment. This research paper, assessing the accommodation challenges faced by students of Takoradi Polytechnic, aimed at the assessment of the state and condition of students’ accommodation. A total number of fifty (50) questionnaires were administered in some student halls and hostels and data collected were presented through the use of tables, graphs and simple multiple regression. The study revealed that there is a level of dissatisfaction with unsatisfactorily state and condition of available student accommodation facilities, the inadequacy of the existing facilities which has created high occupancy ratio and some sanitation challenges has invariable led to over utilization of the available resources putting the facilities in deplorable conditions.

Abstract: This study purposed to investigate the influence of digital banking on customer satisfaction case of National Bank of Kenya Bungoma County. The specific objective being to establish how affordability of digital banking influences Customer Satisfaction case of National Bank of Kenya, Bungoma County. The comprised of a sample size of 417. Descriptive survey design was undertaken. Data was collected using a triangulation of methods including questionnaires, interview schedules and document reviews. There was a relationship between affordability and customer satisfaction with a chi square value of, χ2 (3, N=350) =229, P=0.000. The study recommends that there is need by banks come up with an application that can be used to enhance digital banking, facilitation of ICT skills so that technology can be embraced.

Abstract: Performance improvement is the center of attraction for academics and practitioners. The question is how can organizations use the balanced score card to achieve balanced performance improvement? The balanced scorecard was introduced around the 90s by Kaplan and Norton.  The aim of this review is to find out how the balanced scorecard influences performance improvement in both profit making and nonprofit making organizations. It also seeks to consider how the model is relevant to organizations, business sector and the competitive environment within which organizations operate. The review seeks to identify whether balanced scorecard is relevant and influential to performance improvement in organizations, the business sector and the competitive environment, within which such organizations operate. The theoretical underpinning of the balanced scorecard is outlined.  A consideration of the relevance and link of the balanced scorecard with strategy is made. The review draws attention to the main areas of debate on issues of performance improvement. The current research directions on the balanced scorecard and performance improvement in general are discussed.

Abstract: The major and imperative objective of hotels endeavour to achieve is to satisfy and hold their customers. Past examination demonstrated that contented hotel visitors will probably return to a hotel than visitors who were by one means or another disappointed. South Florida is a standout amongst the most appealing destinations in the U.S. for vacationers. The hotel business in South Florida has become quickly as of late to serve the expanding number of travellers. In any case, concentrates on with respect to the hotel business in South Florida are restricted. This study endeavoured to examine and explore the relationship between service quality and customer loyalty in the hotel industry in South Florida, encompassing Palm Beach. The particular purposes of this illustrative quantitative study were: (a) to portray hotel guest situated in South Florida, U.S.A. as far as socio-demographic attributes, impression of service quality of supplier of the service that is service provider, and customer loyalty; (b) to investigate the connections between socio - demographic attributes, service quality measurements, and customer loyalty; and (c) to create meanings for service quality preparing in customer loyalty methodologies and administration change in the hotel business in South Florida.

Abstract: This is a conceptual paper on the use of emotional branding by companies in the Food and Beverage industry through television advertisements and how these advertisements have influenced the minds of the customers by appealing to their emotions and in turn influenced their buying decisions.
Today, the role of brands has experienced a major change. With cut-throat competition and well-planned and executed marketing strategies, companies are constantly trying to stand apart and above their competitors. But when the products have similar qualities and prices as well, companies find it difficult to sell themselves to their customers. Buying decision of customers are moving away from the technical and functional characteristics a product has to offer, to a time when customers are making buying decisions based on what they feel about the company. Hence, to attract and retain customers, companies have to build their brands in such a way that a customer can associate deeply with it at a personal level and make an impression on their hearts, before they impact the mind.
These advertisements are aimed at building a deep personal connect with the customers and are designed in such a way that they have a direct effect on the hearts of the customers and create a positive image of the brand. This also changes the customer’s perception of the brand. These advertisements link to past memories or everyday situations in life and make the customer associate with the brand instantly. Also, advertising of this sort helps the customer retain the visual and remember it at other instances when he consumes the product.

Abstract: The article talk about digital marketing and internet marketing. Majority of the population thinks that digital marketing and internet marketing are the same but they are not. As digital marketing is gaining a lot of importance as a marketing technique, it is important to understand the difference between the two of them. It is necessary to understand that they might be related to each other but there is a subtle difference between the two of them and this is what the article explains. The article concludes by stating that internet marketing is only a subset of digital marketing and the scope of digital marketing is far beyond internet marketing. The article gives certain examples of different channels under digital marketing, and also elaborates about some of the channels under internet marketing. Overall it explains the concept of digital marketing and internet marketing in detail, which would help in understating the difference between digital marketing and internet marketing.  

Abstract: This paper shows an idea of the marketing plan for the consumer products of 3D System. The “3D printer” or “Additive Manufacturing” machine was invented by Charles Hull in 1984.Although Rapid Technical Development 3D printing industry was born in 2007. It was developed for Strategic Marketing and Marketing Plan course. A first evaluation of the product, the market and the company leads to a SWOT Analysis from which the marketing strategy is derived. The marketing plan is structured in three main objectives that can be achieved by specific actions on the variables of product, promotion and placement. The idea of how the 3-D printing market is growing at a high rate causing a major disruption to the Jewelry, eliminating sweat shops and fast fashion. Although more companies will follow as the range of printable materials continues to expand.

Abstract: This study focuses on how social media advertising is growing with time and how it is becoming more and more dominating as an advertising media. It talks about the various advantages that social media has over other advertising media and how social media advertising has a different impact on the users as compared to advertisements through other media. The data for this study has been collected from secondary sources. The analysis and conclusion show the viability and profitability of the use of social media advertisements.

Abstract: Life is full of risks and uncertainties since; people are social human beings, so they have to face these risks without discouraging. In this direction, life insurance serving as savings, investment and risk protection. It helps to safeguard the future while also ensure some savings that can be used in a later date. This research was accomplished with special reference to “Union Assurance PLC” which is one of Sri Lanka’s largest providers of life and general insurance solutions in the country. In present there is a concept of bancassurance, in insurance companies. So, Union Assurance PLC launched its Bancassurance operation together with Nation Trust Bank, Commercial Bank, DFCC Bank and Union Bank in order to provide life insurance solutions targeting the customer base of the those Banks. And also one of the most significant changes in the financial services sector over the past few years has been the appearance and development of bancassurance. As well now a day these bancassurance policies have higher progress in the Union Assurance PLC. Hence, this study was conducted to search why bank customers tend to bancassurance concept rather than normal insurance related to Union Assurance PLC. Applied the disproportionate simple random sampling technique and selected 100 Nation Trust Bank customers in Hikkaduwa division who were assured in Union Assurance PLC. To analyze data chi-square test and two sample t-test were used. Most of the married, higher educated and higher salaried people who were in mid-year age tend to bancassurance than normal insurance.

Abstract: The aim of the article is to analyze the current situation of the tax harmonization in the European Union. The tax harmonization and the fiscal cooperation is one of the policies of the European union, which is important because of the smooth functioning of the Single European Market. The article presents different views on the tax harmonization, it describes the consecutive evolution of the tax harmonization in the EU, it studies the current state of the harmonization of indirect and direct taxes and it also outlines the future initiatives planed in the EU. It also highlights the main differences between the tax policies of the member states of the EU and compares the countries with highest and lowest tax rates in the different categories of taxes.