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JIMS8M: The Journal of Indian Management & Strategy
Year : 2011, Volume : 16, Issue : 4
First page : ( 10) Last page : ( 18)
Print ISSN : 0973-9335. Online ISSN : 0973-9343.

Network marketing in non-metropolis: an Awaitingdestination

Lahiri Isita1Reader, Das Mrinal Kanti2Lecturer

1Department of Business Administration, University of Kalyani, Kalyani, West Bengal-741235

2Centre for Management Studies, JIS College of Engineering (Affiliated toWBUT, Approved by AICTE)  Block-A, Phase- III, Kalyani, Nadia, West Bengal, Pin: 741 235

Online published on 30 January, 2012.


Network marketing or multi-level marketing(MLM) is gaining momentum all over the world in recent marketing scenario where a parent company to markets its products directly to consumers resorting to relationship referrals and direct selling. Amway is one of the few companies that follows network marketing business model and has already got itself counted in the Indian market. Amway's wide range of product lines includes personal care products, jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers, insurance and cosmetics. In recent years, Amway has become popular compared to other companies present in the market. In this context, the important questions need to be answered. Does it occupy a distinctive position in the mind of all customers in India? Does it win the heart of customers of non-metropoliton areas? The present study is trying to excavate those answers. This paper is an attempt in this respect where it focuses on some selective hair care products of Amway and it is an endeavour to study the present position of Amway's hair care products in comparison to other manufacturer brands of same category products available in the market.



Network marketing, Paired Comparison Matrix, Thurstone Scale, SWOT Analysis.


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