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In India, the domestic airline industry is also going through an interesting phase with three‐way competition between Indian Airlines (Government owned), Jet Airways and Air Sahara (private airlines). This paper looks at the role of customer satisfaction in the domestic airlines sector with specific focus on customer segmentation, the linkage between customer satisfaction and future usage and what attributes influences customers choice in airlines. For this study, in addition to the traditional airline satisfaction measures, variables like network of destinations, safety record of the airline and economical air fares have also been considered in determining the factors of customer choice. This paper attempts to provide some insights that would help domestic airlines to better understand the consumer buying behaviour of their customers so that they may develop appropriate marketing strategies in the emerging highly competitive market.

This paper explores some aspects of aesthetics, its qualities and attributes in case of a consumer durable and the association of some attributes and quality with one another. Attempt is also made to understand the extent to which these play a role in designing a consumer durable. The attribute beauty, quality, feel and experience emerged important, whereas in the case of qualities of aesthetics beauty, order and symmetry, definitions, form proportion, finishing and unity of various parts emerged important. Amongst attributes, feel and experience has the highest association with other attributes of aesthetics. The correlation between qualities of aesthetics established that there is association between all the qualities of aesthetics, which confirms interrelationship with each other.

The purpose of this paper is to determine the key supply chain performance measurement system (SCPMS) implementation variables, on which the top management should focus, so as to improve the effectiveness and efficiency of supply chain (SC).

In this paper, an interpretive structural modeling (ISM)‐based approach has been employed to model the SCPMS implementation variables. These variables have been categorized under “enablers” and “results.” The enablers are the variables that help boost the SCPMS implementation variables, while results variables are the outcome of good SCPMS implementation.

The paper highlights the variables associated with implementation of SCPMS. A key finding of this modeling is that awareness about performance measurement system (PMS) in SC is a very significant enabler. For better results, top management should focus on improving the high‐driving power enablers such as awareness of PMS in SC, commitment by the top management, consistency with strategic goals, funding for PMS implementation, and effective information systems.

In this paper, an interpretation of SCPMS implementation variables in terms of their driving and dependence powers has been carried out. Those variables possessing higher driving power in the ISM need to be taken care of on a priority basis because there are a few other dependent variables being affected by them.

Children differ in their cognitive ability while trying to interpret television advertisements and hence form different attitudes towards them. The purpose of this paper is to analyse the impact of children's attitudes towards television advertisements on their resultant buying behaviour.

The research has been based on exploratory and descriptive research design. Exploratory research includes a literature review and in‐depth interviews with child psychologists, advertisers and parents of young children. This was further carried forward by carrying out a survey of children in the age group five to 11 years, while they were in their class room. The filling up of the questionnaires was aided by the class teacher, which had response options in a pictorial manner.

The demand for the advertised products is heavily influenced by the children's attitude towards advertisements. Further, the cognitive changes among the different age groups leads to the formation of varying attitudes towards the advertisements. Yet there are other potent factors apart from advertisements, which result in the requests for a product or brand.

The paper has been carried out among children studying in English medium schools in the National Capital region of Delhi. Hence, the sample size is too small and restricted. The interplay of the various buying dimensions on each other have not been probed.

More focused approach is required by advertisers while planning their advertisement campaign for different age groups of children, rather than considering them as one homogenous group. Various elements of the advertisements have to be meticulously planned for different age groups.

At the lower age group it is the entertaining ability of the advertisements, whereas at the higher age groups the credibilty element in the advertisements has the potential of creating a favourable attitude towards the advertisements. There seems to be a complex relationship between attitude formation towards advertisements and the resulting buying behaviour because of the presence of other intervening variables. Characters from folklores can be depicted for creating aspiration.