Call for manuscripts

We invite unpublished novel, original, empirical and high quality research work pertaining to recent developments & practices in the areas of Computer Science & Applications; Commerce; Business; Finance; Marketing; Human Resource Management; General Management; Banking; Economics; Tourism Administration & Management; Education; Law; Library & Information Science; Defence & Strategic Studies; Electronic Science; Corporate Governance; Industrial Relations; and emerging paradigms in allied subjects like Accounting; Accounting Information Systems; Accounting Theory & Practice; Auditing; Behavioral Accounting; Behavioral Economics; Corporate Finance; Cost Accounting; Econometrics; Economic Development; Economic History; Financial Institutions & Markets; Financial Services; Fiscal Policy; Government & Non Profit Accounting; Industrial Organization; International Economics & Trade; International Finance; Macro Economics; Micro Economics; Rural Economics; Co-operation; Demography: Development Planning; Development Studies; Applied Economics; Development Economics; Business Economics; Monetary Policy; Public Policy Economics; Real Estate; Regional Economics; Political Science; Continuing Education; Labour Welfare; Philosophy; Psychology; Sociology; Tax Accounting; Advertising & Promotion Management; Management Information Systems (MIS); Business Law; Public Responsibility & Ethics; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Labour Relations & Human Resource Management; Marketing Research; Marketing Theory & Applications; Non-Profit Organizations; Office Administration/Management; Operations Research/Statistics; Organizational Behavior & Theory; Organizational Development; Production/Operations; International Relations; Human Rights & Duties; Public Administration; Population Studies; Purchasing/Materials Management; Retailing; Sales/Selling; Services; Small Business Entrepreneurship; Strategic Management Policy; Technology/Innovation; Tourism & Hospitality; Transportation Distribution; Algorithms; Artificial Intelligence; Compilers & Translation; Computer Aided Design (CAD); Computer Aided Manufacturing; Computer Graphics; Computer Organization & Architecture; Database Structures & Systems; Discrete Structures; Internet; Management Information Systems; Modeling & Simulation; Neural Systems/Neural Networks; Numerical Analysis/Scientific Computing; Object Oriented Programming; Operating Systems; Programming Languages; Robotics; Symbolic & Formal Logic; Web Design and emerging paradigms in allied subjects. institutions, etc., if any. 5. ABSTRACT: Abstract should be in fully italicized text , ranging between 150 to 300 words . The abstract must be informative and explain the background, aims, methods, results & conclusion in a SINGLE PARA . Abbreviations must be mentioned in full . 6. KEYWORDS: Abstract must be followed by a list of keywords, subject to the maximum of five . These should be arranged in alphabetic order separated by commas and full stop at the end. All words of the keywords, including the first one should be in small letters, except special words e.g. name of the Countries, abbreviations. ABSTRACT The globalisation process completely changed the life style of the Indian rural people. The rural consumers are habituated to drink Multi National Corporation (MNC) products like Pepsico and Coca-cola than traditional soft drinks. In order to analyse the preference of Pepsico and Coca-cola soft drinks in rural areas, 106 retailers were interviewed. Census method was adopted to select the retailers from two villages in Madurai district of Tamil Nadu. By using interview schedule, all 106 retailers were interviewed and data was collected from the field. The study findings showed that the Pepsico soft drinks have higher demand in the rural market than Coca-cola. Nevertheless, the latter one supplied cooler facilities and free services to the rural retailers. Similarly, the sale of Pepsico products gives higher profit margin to the retailers than the sale of Coca-cola soft drinks. Hence, Pepsico has to give higher concentration in the selected rural markets for its sustainability and survival. Diversified taste and attractive bottles also play crucial role in bringing more customers to their particular brand.