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About - National Research Journal of Sales and Marketing Management


About The Journal


National Research Journal of Sales and Marketing Management is an international peer-reviewed and refereed scholarly journal (ISSN: 2349-512X) dedicated to advancing research and discourse in the fields of Sales & Marketing. The journal upholds rigorous academic standards, ensuring the publication of high-quality research contributions.

The National Research Journal of Sales & Marketing Management (NRJSMM) is devoted to the exploration and contribution of the knowledge about dynamic areas of sales & marketing by publishing theoretical and empirical scientific articles from India and with different approaches. As the Journal covers the large field of interest, it is designed to examine topics such as new trends in Sales, the relationships between members of the supply chains and distribution channels, e-commerce, marketing, decision making, motivation, management of innovation, creativity and technology, green environmental technologies, information and communication technology management, new product / service development, operation and production management, marketing technology in management and marketing, strategic management, emerging technologies, organizational behavior, human resource management, knowledge management, process innovation, enterprise management and marketing, logistics, outsourcing, risk management, marketing research, market segmentation, positioning, pricing, relationship marketing, business marketing, social marketing, internet marketing, advertising, customer service, customer behavior analysis theories and practice in marketing customer relationship management, management of services, branding, and similar fields. It will serve as the valuable forum for the exchange and dissemination of knowledge based on thought and results of empirical research between academicians, researchers, Sales managers, marketing & sales executives, and all those that are actively involved in any aspect of marketing, sales, as well as to those that wish to be informed about the progress and current trends in those fields. All published research articles in this journal have undergone rigorous peer review, based on initial editor screening and anonymous refereeing by independent expert referees.

  • The Journal is Published By "National Press Associates"
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  • Journal Name: National Research Journal of Sales and Marketing Management 
  • ISSN: 2349-512X
  • Impact Factor: 6.95
  • Peer Review Process: Double Blind Peer Review Process
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  • Frequency of Publication: Biannual (2 Issues Per Year)
  • Languages: English
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The journal invites submission of manuscripts that meet the general criteria of significance and scientific excellence, and will publish:

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Current Issue

Year: 2026   Volume No: 13, Issue: 1, Year: 2026

Paper Title CONTENT MARKETING AS A STRATEGIC TOOL FOR BRAND LOYALTY
Author Name Anju Bala
Country India
DOI https://doi.org/10.5281/zenodo.18204364
Page No. 1-6

Abstract View PDF Download Certificate
CONTENT MARKETING AS A STRATEGIC TOOL FOR BRAND LOYALTY
Author: Anju Bala

ABSTRACT
Content marketing has become an essential strategic approach for organizations seeking to build and sustain brand loyalty in highly competitive and digitally driven markets. Unlike traditional advertising, which often focuses on short-term persuasion, content marketing emphasizes the consistent creation and distribution of valuable, relevant, and informative content that addresses customer needs and fosters long-term relationships. This paper examines content marketing as a strategic tool for brand loyalty by integrating insights from relationship marketing, customer engagement, and brand equity literature. It argues that content marketing contributes to loyalty by enhancing brand trust, strengthening emotional connections, and encouraging sustained customer engagement across multiple touchpoints. Through educational content, storytelling, and interactive formats, brands can position themselves as credible and relatable partners, thereby increasing customers’ psychological
commitment and resistance to switching. The paper further discusses how content-driven engagement and community building reinforce positive brand associations and advocacy behaviours. In addition, it highlights the importance of aligning content strategies with longterm loyalty objectives and evaluating performance using metrics that capture retention and
relational value rather than short-term visibility alone. Overall, the study concludes that when
implemented strategically and consistently, content marketing serves as a powerful
mechanism for nurturing durable brand–customer relationships and achieving sustainable brand loyalty.

Keywords: Content marketing, brand loyalty, customer engagement, brand trust, relationship marketing, storytelling, brand equity, customer retention, consumer–brand relationships, digital marketing strategy.

Paper Title CONSUMER ENGAGEMENT IN SOCIAL MEDIA MARKETING AND ITS IMPACT ON PURCHASE INTENTION: AN EMPIRICAL STUDY
Author Name Rohini Marwaha
Country India
DOI https://doi.org/10.5281/zenodo.18313307
Page No. 7-13

Abstract View PDF Download Certificate
CONSUMER ENGAGEMENT IN SOCIAL MEDIA MARKETING AND ITS IMPACT ON PURCHASE INTENTION: AN EMPIRICAL STUDY
Author: Rohini Marwaha

ABSTRACT
The rapid proliferation of social media platforms has transformed the way businesses interact with consumers, making consumer engagement a central focus of contemporary marketing strategies. Social media marketing enables firms to create interactive, participatory, and relationship-oriented communication, which significantly influences consumer decisionmaking processes. This study examines the impact of consumer engagement in social media marketing on purchase intention. Consumer engagement is conceptualized as a multidimensional construct encompassing cognitive, emotional, and behavioral engagement. Primary data were collected from 250 active social media users through a structured questionnaire. The study employs descriptive statistics, correlation analysis, and regression analysis to examine the proposed relationships. The findings reveal that consumer engagement in social media marketing has a significant positive impact on purchase intention, with emotional and behavioral engagement emerging as the strongest predictors. The study contributes to the growing body of literature on digital marketing and provides practical insights for marketers seeking to enhance consumer purchase intention through effective
social media engagement strategies.

Keywords: Consumer Engagement, Social Media Marketing, Purchase Intention, Digital
Marketing, Consumer Behavior

Paper Title CONSUMER BUYING BEHAVIOUR- SOCIOLOGICAL MODEL: A CONCEPTUAL REVIEW
Author Name Rasveen Kaur & Rasveen Kaur
Country India
DOI https://doi.org/10.5281/zenodo.18467325
Page No. 14-19

Abstract View PDF Download Certificate
CONSUMER BUYING BEHAVIOUR- SOCIOLOGICAL MODEL: A CONCEPTUAL REVIEW
Author: Rasveen Kaur & Rasveen Kaur

ABSTRACT:
Consumer buying behaviour has traditionally been viewed through the lenses of psychology and economics, but consumption decisions are equally driven by sociological forces in society. This conceptual review explores consumer buying behaviour through the sociological model, that is, how social structures, group influences, cultural norms, and social stratification drive purchasing decisions. Drawing on established theories in sociology and previous conceptual and empirical studies, the paper synthesises key constructs such as culture, social class, reference groups, family, roles, and status in understanding patterns within consumer behaviour. This review emphasizes that buyers are not atomized decision makers but, rather, consumer choices are socially constructed through interacting collective values, expectations, and interactions. This paper enriches the structured understanding of social influences on consumption in consumer behaviour literature with the insertion of a sociological perspective, thus laying a foundation for subsequent empirical research and managerial application to marketing strategy, segmentation, and consumer engagement.

KEYWORDS: Consumer Buying Behaviour, Sociological Model, Social Influence, Culture,
Social Class, Conceptual Review

Paper Title DIGITAL CROSS-BORDER MARKETING AND CULTURAL ADAPTATION: A CONCEPTUAL REVIEW
Author Name Ramneet Kaur & Neha Mathur
Country India
DOI https://doi.org/10.5281/zenodo.18467479
Page No. 20-24

Abstract View PDF Download Certificate
DIGITAL CROSS-BORDER MARKETING AND CULTURAL ADAPTATION: A CONCEPTUAL REVIEW
Author: Ramneet Kaur & Neha Mathur

ABSTRACT:
The increasing trend in adopting digital technology enables companies to interact with their consumers globally, with digital cross-border marketing being an integral part in melding globally recognized brands. However, variations in heritage continue to affect consumer attitudes, engagement, and responses to digital marketing campaigns, thereby strategically emphasizing the need to adapt to cultures in digital marketing campaigns as part of increasing today's modern inventions in business ventures. The conceptual analysis of past research undertaken by other scholars, in peer-reviewed as well as open-source publications of research papers from 2018 to 2025, will help in understanding the relationship between digital cross-border marketing practices and adapting to culture in digital marketing campaigns by expanding companies globally, emphasizing key issues that remain imperative in adapting to culture in digital marketing campaigns in this modern era. Based on this synthesis, this paper suggests an integrated conceptual framework for the interaction between cultural determinants, digital marketing strategy, and outcome within the context of the marketplace. The relevance of this study may be considered for its contributions to existing literature on international marketing because this study suggests a structured concept regarding the issue of cultural adaptability within digital strategy initiatives.

KEYWORDS: Digital Cross-Border Marketing; Cultural Adaptation; International
Marketing; Digital Marketing Strategy; Global Branding.

Paper Title A STUDY ON PUBLIC AWARENESS AND PERCEPTION TOWARDS THE USAGE OF DIGITAL PAYMENT SYSTEM
Author Name R.SELVARAJU
Country India
DOI https://doi.org/10.5281/zenodo.18490580
Page No. 25-35

Abstract View PDF Download Certificate
A STUDY ON PUBLIC AWARENESS AND PERCEPTION TOWARDS THE USAGE OF DIGITAL PAYMENT SYSTEM
Author: R.SELVARAJU

ABSTRACT
The growth of the rate of informational and communication technologies development has influenced the financial environment in the world greatly. Digital payment system has managed to enter as an easy, efficient and safe solution to the ancient cash-based transactions. The primary objective of this study is to examine public awareness and perception towards the usage of digital payment systems. It also aims to analyze the factors influencing adoption, assess variations across demographic groups, and identify key challenges affecting the acceptance and effective use of digital payment platforms. A sample of 100 respondents was selected using the simple random sampling technique, ensuring that each individual had an equal chance of being included in the study. Primary data were collected through a structured questionnaire designed to measure key factors such as perceived usefulness, trust, security, digital literacy, infrastructure availability, and government support. The awareness and
perception of the community towards the usage of digital payment systems are discussed in this article including the factors that influence their adoption; the perceived positive effect, challenges, and trusts in the usage. The findings of secondary literature and conceptual analysis, the study sees the growing awareness of the population and the favorable attitude to convenience, speed, and the existence of the concerns of security, privacy, and digital literacy. The outcomes point to the significance of the necessity of the presence of awareness campaigns, efficient security systems, and integrative digital infrastructure to ensure the sustainable adoption of digital payment systems.

Keywords: Digital payments, public awareness, perception, cashless economy, financial
technology and consumer behavior.

Paper Title AN EMPIRICAL EXAMINATION OF THE ANTECEDENTS OF PURCHASE INTENTION AND CUSTOMER BEHAVIORAL RESPONSES
Author Name R. Selvi & B. Sasikala
Country India
DOI https://doi.org/10.5281/zenodo.18490618
Page No. 36-44

Abstract View PDF Download Certificate
AN EMPIRICAL EXAMINATION OF THE ANTECEDENTS OF PURCHASE INTENTION AND CUSTOMER BEHAVIORAL RESPONSES
Author: R. Selvi & B. Sasikala

ABSTRACT
Purchase intention serves as a critical psychological construct that bridges consumers’
perceptions, attitudes, and external influences with observable behaviors such as actual
purchase, repurchase, loyalty, and word-of-mouth. Understanding why consumers intend to purchase and how those intentions translate into actual behavioral responses remains a central concern in marketing and consumer behavior research. The article empirically examines the key antecedents of purchase intention and analyzes their subsequent impact on customer behavioral responses. Drawing on established theories such as the Theory of Planned Behavior, the Technology Acceptance Model, and Stimulus–Organism–Response framework, the study conceptualizes purchase intention as a mediating variable between antecedent factors and behavioral outcomes. A convenience sampling technique was employed to collect data from respondents. The study offers important theoretical contributions and practical implications for marketers, policymakers, and researchers seeking to influence consumer behavior in competitive and dynamic markets. Overall, the findings underscore the
importance of strategic e-marketing practices that prioritize engagement, relevance, personalization, and social validation to positively influence consumer purchase behaviour in the digital marketplace.

Keywords: Purchase Intention, Consumer Behavior, Behavioral Responses, Perceived Value, Trust and Marketing Strategy

Paper Title DIGITAL INTELLIGENCE AND SUSTAINABLE INNOVATION IN AGRI AND E-COMMERCE SMES
Author Name K. Kasthuri
Country India
DOI https://doi.org/10.5281/zenodo.18535327
Page No. 45-55

Abstract View PDF Download Certificate
DIGITAL INTELLIGENCE AND SUSTAINABLE INNOVATION IN AGRI AND E-COMMERCE SMES
Author: K. Kasthuri

ABSTRACT
Small and Medium Enterprises (SMEs) play a critical role in economic development,
employment generation, and innovation, particularly in the agriculture and e-commerce sectors. With rapid digital transformation, digital intelligence—the strategic use of data analytics, artificial intelligence (AI), Internet of Things (IoT), and digital platforms—has emerged as a key driver of sustainable innovation. This article explores how digital intelligence enables sustainable innovation in agri-based and e-commerce SMEs by enhancing productivity, reducing environmental impact, improving supply chain efficiency, and fostering inclusive growth. Understanding gender-based perceptions is important for designing inclusive and effective policies that address diverse needs and expectations. Differences in viewpoints may influence the adoption and utilization of digital tools, participation in innovation programs, and responsiveness to sustainability-oriented interventions. Examining whether such differences exist helps policymakers and institutional stakeholders ensure equitable access to resources and balanced representation in digital transformation initiatives. Accordingly, this study examines gender-based differences in perceptions of key policy and institutional support factors relevant to digital intelligence and sustainable innovation in agri and e-commerce SMEs. By exploring these perceptions, the research contributes to a better understanding of inclusivity in digital policy frameworks and supports the development of targeted strategies that foster sustainable and inclusive SME
growth. Drawing on contemporary literature and real-world practices, the paper examines opportunities, challenges, and policy implications, emphasizing the need for capability building, digital infrastructure, and supportive ecosystems to ensure long-term sustainability.

Keywords: Digital Intelligence, Sustainable Innovation, SMEs, Agriculture, E-Commerce
and Digital Transformation

Paper Title BEAUTY WITH A CONSCIENCE: EXPLORING CONSUMER ATTITUDES TOWARD GREEN COSMETICS
Author Name Omama Zaman, Mohammad Zain Khan & Asad Rehman
Country India
DOI https://doi.org/10.5281/zenodo.18691958
Page No. 56-64

Abstract View PDF Download Certificate
BEAUTY WITH A CONSCIENCE: EXPLORING CONSUMER ATTITUDES TOWARD GREEN COSMETICS
Author: Omama Zaman, Mohammad Zain Khan & Asad Rehman

ABSTRACT
The beauty sector is witnessing a rapid growth worldwide, where cosmetic products are seen to be dominating, the market and are currently gaining a lot of popularity. The emergence of social media and virtual world during Covid-19 has made cosmetics a necessary need not only for women but also for men. This increase eventually has added up to an overall increase in microplastics which resulted in increased plastic waste which eventually pollutes the environment. This research uses a thorough approach to investigate how these important variables work together to influence consumers' perceptions of green cosmetics. The research employs a quantitative approach to attain the objectives of the research. Convenience sampling was done and data was collected from 450 consumers using online questionnaire. The data were validated using confirmatory factor analysis (CFA), and the hypothesis was
tested using structural equation modelling (SEM). The results of this research add insights to the knowledge of green cosmetics by illuminating the ways in which subjective norms, and Perceived Behavioural Control interact to influence consumer attitudes. The findings and their implications offer significant insights for cosmetic manufacturers, marketers, and legislators that seek to increase the marketability of eco-friendly cosmetics and encourage sustainable consumption habits.

Keywords- Green cosmetics, Consumer attitude, subjective norm, Theory of Planned
Behavior

Paper Title MARKETING CONSTRAINTS AND CHALLENGES FACED BY SMALLHOLDER DAIRY FARMERS IN SELECTED DISTRICTS OF PUNJAB, INDIA: A DEEP STUDY
Author Name Amanpreet Singh, Navneet Seth & Pawanjeet Singh
Country India
DOI https://doi.org/10.5281/zenodo.18781004
Page No. 65-69

Abstract View PDF Download Certificate
MARKETING CONSTRAINTS AND CHALLENGES FACED BY SMALLHOLDER DAIRY FARMERS IN SELECTED DISTRICTS OF PUNJAB, INDIA: A DEEP STUDY
Author: Amanpreet Singh, Navneet Seth & Pawanjeet Singh

ABSTRACT
This paper examines the marketing constraints and challenges faced by smallholder dairy farmers in five distinct districts of Punjab—Ludhiana, Mansa, Amritsar, Patiala, and
Fazilka. Despite Punjab’s high per-capita milk availability and strong dairy tradition,
smallholders struggle with fragmented market channels, high dependency on intermediaries, price volatility, poor infrastructure, and limited access to organised marketing. These issues vary regionally due to district-specific economic environments, institutional support, and infrastructure availability. Drawing on empirical studies and existing literature, the research provides a comparative analysis of district-level constraints and highlights targeted recommendations for policy and intervention.

Paper Title NOSTALGIA MARKETING: LEVERAGING THE PAST TO INFLUENCE CONTEMPORARY CONSUMER BEHAVIOR
Author Name Suresh Kumar
Country India
DOI https://doi.org/10.5281/zenodo.19105112
Page No. 70-84

Abstract View PDF Download Certificate
NOSTALGIA MARKETING: LEVERAGING THE PAST TO INFLUENCE CONTEMPORARY CONSUMER BEHAVIOR
Author: Suresh Kumar

ABSTRACT
In the contemporary marketing environment characterized by intense competition and rapidly changing consumer preferences, emotional engagement has become an essential strategy for brand differentiation. Nostalgia marketing has emerged as a powerful tool that allows brands to connect with consumers by evoking memories and emotions associated with the past. This research paper examines the concept, theoretical foundations, and strategic application of nostalgia marketing in influencing consumer attitudes and purchase intentions. The study synthesizes existing literature on nostalgia in consumer behavior, explores psychological mechanisms underlying nostalgic responses, and identifies key marketing strategies used by firms to evoke nostalgic feelings. Furthermore, the paper develops a conceptual framework
illustrating the relationship between nostalgic cues, emotional responses, and consumer behavioral outcomes such as brand attachment and purchase intention. The findings suggest that nostalgia marketing strengthens emotional engagement, enhances brand authenticity, and increases consumer loyalty. However, excessive reliance on nostalgic themes may reduce innovation and limit relevance for younger consumers. The study concludes with managerial implications and future research directions for leveraging nostalgia in digital and global marketing environments.

Keywords: Nostalgia marketing, emotional branding, consumer behavior, retro branding,
brand nostalgia, purchase intention

Paper Title FINANCIAL RATIOS AND STOCK RETURNS: EVIDENCE FROM THE INDIAN AUTOMOTIVE AND INDUSTRIAL SECTOR
Author Name Karthikeyan L & Muruganandam D
Country India
DOI https://doi.org/10.5281/zenodo.19368729
Page No. 101-109

Abstract View PDF Download Certificate
FINANCIAL RATIOS AND STOCK RETURNS: EVIDENCE FROM THE INDIAN AUTOMOTIVE AND INDUSTRIAL SECTOR
Author: Karthikeyan L & Muruganandam D

ABSTRACT
This study examines the relationship between key financial ratios and stock returns of 20
companies listed on the National Stock Exchange (NSE) of India, drawn from the automotive and industrial sector, over the period 2019 to 2023. The financial ratios investigated include Return on Assets (ROA), Return on Equity (ROE), Earnings Per Share (EPS), Debt-to-Equity Ratio (DER), and Price-to-Earnings Ratio (PE). Using a panel dataset of 100 firm-year observations, the study employs Pearson correlation analysis and multiple linear regression to identify the predictors of annual stock returns. The regression model yielded an R² of 0.50 and an adjusted R² of 0.47, indicating that approximately half the variation in stock returns is explained by the selected ratios. Results show that ROE (β = 1.864, p = 0.050) and PE ratio (β = 0.842, p =0.010) have statistically significant positive effects on stock returns, while DER exhibits a significant positive coefficient largely driven by recovery dynamics in highly leveraged companies. ROA demonstrates a marginally significant positive correlation (r = 0.173, p = 0.085), while EPS shows no significant relationship. These findings are consistent with signaling
theory and contribute to the growing body of evidence on fundamental analysis in emerging markets, specifically the Indian capital market.

Keywords: Financial ratios, stock returns, ROE, PE ratio, India, NSE, automotive sector,
emerging markets

Paper Title WHEN THE TAPS RAN DRY- HOW THE 2026 GULF WATER CRISIS BECAME A MASTERCLASS IN BRAND FAILURE, WORKFORCE COLLAPSE, AND THE BUSINESS OF SURVIVAL
Author Name Jessica Fernandes
Country India
DOI https://doi.org/10.5281/zenodo.19396357
Page No. 97-101

Abstract View PDF Download Certificate
WHEN THE TAPS RAN DRY- HOW THE 2026 GULF WATER CRISIS BECAME A MASTERCLASS IN BRAND FAILURE, WORKFORCE COLLAPSE, AND THE BUSINESS OF SURVIVAL
Author: Jessica Fernandes

ABSTRACT
In March 2026, military strikes hit Gulf desalination plants — the facilities producing
virtually all drinking water for the UAE, Qatar, and Bahrain. The result was not just a
humanitarian emergency but a textbook collapse of brand reputation, workforce stability, and organisational leadership. This case examines what went wrong and what marketing and HRM teach us about preventing and recovering from crisis at this scale.

Keywords: Water Security, Nation Branding, Crisis Communication, Workforce Resilience,
Gulf Region, Business Continuity, Leadership

Paper Title IMPACT OF AI CHATBOTS ON CUSTOMER PERCEPTION ON E-COMMERCE WEBSITES
Author Name Kajal, Disha Arora, Nisha Kaushik & Sneha Bhardwaj
Country India
DOI https://doi.org/10.5281/zenodo.19447934
Page No. 102-115

Abstract View PDF Download Certificate
IMPACT OF AI CHATBOTS ON CUSTOMER PERCEPTION ON E-COMMERCE WEBSITES
Author: Kajal, Disha Arora, Nisha Kaushik & Sneha Bhardwaj

ABSTRACT
Since many technologies fall under the umbrella of artificial intelligence (AI), this study
focused on AI as applied to chatbots. An AI-powered conversational tool, an e-commerce chatbot, helps online retailers interact with clients at every step of the buying process, from product search to post-purchase assistance. Conversational commerce, which incorporates AI-driven conversational interfaces like chatbots, voice assistants, and live chat systems to improve the online purchasing experience, heavily relies on these chatbots. Conversational commerce provides a human-like conversation experience in e-commerce settings by bridging the gap between digital convenience and the individualized service consumers expect from in-store interactions. The way consumers engage with digital platforms has changed dramatically as a result of recent advancements in artificial intelligence. Businesses are using AI-based solutions more frequently as online retail grows in order to increase customer pleasure and engagement. Among these developments, AI chatbots have emerged as a key tool for improving customer service, offering prompt assistance, and expediting communication. Because they can handle several client requests at once, automate tedious chores, and deliver precise, contextually appropriate responses—all at a fraction of the expense of traditional customer care operations—chatbots are especially useful. Businesses can guarantee constant, 24-hour customer service by integrating these tools, freeing up human agents to deal with more complicated or emotionally sensitive problems. AI-driven chatbots use machine learning (ML) and natural language processing (NLP) to comprehend, interpret, and react to customer questions in a natural and human-like way. Over time, they refine their responses and enhance the quality of their conversations by continuously learning from user interactions. This feature enables them to assist customers at every stage of the customer experience, from responding to product inquiries and helping them make purchases to managing returns and gathering feedback. Therefore, chatbots function as intelligent virtual assistants that enhance the online purchasing experience by offering efficiency, personalisation, and convenience, rather than only acting as automated information systems. The purpose of this study was to investigate how consumers view and react to AI chatbots on e-commerce platforms. An online survey was used to gather data from 159 individuals in
northern India, assuring representation from a range of age groups, genders, and occupational backgrounds. The purpose of the study was to gather consumer opinions, experiences, and trust levels about chatbots powered by AI. The results offer insightful information about how customers perceive these new technologies and how much they affect their online buying habits. The findings showed that online shoppers are familiar with and use AI chatbots. Chatbots can successfully and efficiently solve consumer problems, according to about 73% of respondents. Additionally, respondents showed faith in chatbots' capacity to mimic humanlike interactions, reason rationally, and partially replace human occupations. The study did, however, also find varying opinions regarding chatbots' intelligence and reliability, indicating that although people value their effectiveness, they are still wary about relying too much on AI in customer support positions. Concerns were also raised about the effects of widespread chatbot use on data privacy and employment prospects. Interestingly, gender-based variations
in chatbot interaction patterns were found by the investigation. In comparison to female
participants, male participants expressed greater levels of comfort, engagement, and trust in AI chatbots. This result suggests that opinions of AI technology could be impacted by things like communication preferences, risk perception, and technological familiarity. The report identifies possible research avenues. The investigation of personalization and emotional intelligence in chatbot design is one promising field. Future studies could look at how chatbots can incorporate adaptive learning algorithms and affective computing to better identify and react to customers' emotions. Chatbots could greatly increase user satisfaction and perceived empathy by improving their capacity to decipher emotional cues and modify tone or content accordingly, therefore reducing the communication gap between humans and AI. In summary, this study shows that AI chatbots are crucial in determining how customers interact with e-commerce platforms. Although consumers typically view chatbots as effective and beneficial, continued advancements in emotional reactivity, transparency, and
personalization are necessary to increase acceptance and confidence. As e-commerce
continues to evolve, AI chatbots are expected to remain at the forefront of digital customer relationship management, revolutionizing how businesses interact with consumers in the online marketplace.

Keywords: Artificial intelligence, Chatbots, Customer perception, Customer behaviour

Paper Title A PROSPECTIVE STUDY OF QUICK COMMERCE (Q-COMMERCE)) IN INDIAN SCENERIO
Author Name Rahul Kumar Mishra
Country India
DOI https://doi.org/10.5281/zenodo.19482226
Page No. 116-122

Abstract View PDF Download Certificate
A PROSPECTIVE STUDY OF QUICK COMMERCE (Q-COMMERCE)) IN INDIAN SCENERIO
Author: Rahul Kumar Mishra

ABSTRACT
India‘s e-commerce landscape is clearly entering a new phase, and quick commerce is at the center of that shift. Companies like Amazon and Flipkart built the foundation of online retail with wide selections and scheduled deliveries, but newer players—Zepto, Blinkit, and Dunzo—are redefining consumer expectations with deliveries in 10–30 minutes. Despite the controversy, the opportunity is undeniable. With India‘s e-commerce market projected to reach around $200 billion by 2026, quick commerce‘s estimated $5.5 billion share may seem small—but it‘s growing rapidly and shaping consumer behavior in outsized ways. So while qcommerce is a powerful evolution of digital retail, it‘s also a disruptive force that raises questions about fair competition, regulation, and long-term viability. The next phase will likely be defined by tighter regulations, consolidation, and a push toward profitability rather than just rapid expansion. In today‘s fast-paced world, consumers expect more than just online shopping; they want instant delivery of essentials, from groceries to personal care
items. This is where Q-commerce (Quick Commerce) comes in. Businesses are rapidly
adopting Q-commerce models to meet the rising demand for speed and convenience. From instant grocery delivery to online grocery quick delivery, it is transforming the retail
landscape, offering higher customer satisfaction, operational efficiency, and new growth opportunities. The Q-commerce industry in India is evolving rapidly, driven by urbanization, Smartphone adoption, and rising consumer expectations for ultra-fast delivery. As consumer expectations evolve, quick commerce is becoming the new benchmark for convenience. With technology, automation, and strategic logistics, Q-commerce companies are delivering more than just speed. They‘re delivering trust, reliability, and a glimpse into the future of digital retail. This paper tries to study the prospect of quick commerce in India.

Keywords: CAGR, Dark stores, Market Penetration etc.

Paper Title A STUDY ON AI-POWERED FRAUD DETECTION IN BANKING SYSTEMS WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT
Author Name Arutgeevitha.G & T. Tamilselvan
Country India
DOI https://doi.org/10.5281/zenodo.19508495
Page No. 123-133

Abstract View PDF Download Certificate
A STUDY ON AI-POWERED FRAUD DETECTION IN BANKING SYSTEMS WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT
Author: Arutgeevitha.G & T. Tamilselvan

ABSTRACT
In today’s digital era, the banking sector faces a growing threat from financial fraud, which continues to cause significant economic losses worldwide. As banking transactions become faster and more technology-driven, fraudsters also develop more advanced methods to exploit system vulnerabilities. Traditional rule-based fraud detection systems often struggle to keep up with these evolving threats. In this changing landscape, Artificial Intelligence (AI) and Machine Learning (ML) have emerged as powerful tools that help banks detect suspicious activities with greater speed and accuracy. By analysing large volumes of transaction data and identifying unusual patterns, AI-powered systems act like a vigilant guardian, helping banks recognize and prevent fraudulent behaviour before serious damage occurs. This study explores the role of AI-driven fraud detection systems in the banking sector, with special reference to Coimbatore district. It examines how modern machine learning techniques are used to identify different forms of financial fraud such as credit card fraud, identity theft, and account takeover. The study also highlights how AI technologies improve the efficiency of fraud detection by reducing errors, increasing detection accuracy, and strengthening overall banking security. In a world where financial systems are constantly evolving, AI stands as a promising ally, helping banks protect their customers, safeguard
financial assets, and build a more secure and trustworthy banking environment.

Keywords: Artificial Intelligence, Machine Learning, Fraud Detection, Banking Security,
Financial Fraud, Credit Card Fraud, Identity Theft, Anomaly Detection, Banking
Technology, Financial Crime Prevention.

Paper Title SUSTAINABLE PACKAGING AND ITS INFLUENCE ON BRAND IMAGE: AN EMPIRICAL STUDY
Author Name Krishna Kumar TP, Vishnu M, Afsal KA, Dilna Sherin, Abraham Peter M & Dharsan K
Country India
DOI https://doi.org/10.5281/zenodo.19630367
Page No. 134-140

Abstract View PDF Download Certificate
SUSTAINABLE PACKAGING AND ITS INFLUENCE ON BRAND IMAGE: AN EMPIRICAL STUDY
Author: Krishna Kumar TP, Vishnu M, Afsal KA, Dilna Sherin, Abraham Peter M & Dharsan K

ABSTRACT
The increasing environmental awareness among consumers has forced organizations to integrate sustainability into their core business strategies. One of the most visible
manifestations of sustainability in marketing is sustainable packaging. Packaging no longer serves only a functional purpose; it communicates a brand’s environmental values and corporate responsibility. This study investigates the influence of sustainable packaging on brand image using an empirical approach. Data were collected from 200 consumers through a structured questionnaire, and statistical tools such as descriptive analysis, correlation, and regression were used to examine relationships among variables. The findings reveal that sustainable packaging significantly enhances brand image by increasing brand trust, credibility, and emotional attachment. The study concludes that sustainable packaging is a powerful branding tool that contributes to long-term competitive advantage and consumer loyalty.

Keywords: Sustainable packaging, Brand image, Consumer perception, Green marketing, Sustainability.

Paper Title MOBILE BANKING HELPS CUSTOMER ENGAGEMENT IN THE BANKING INDUSTRY
Author Name Pranav Indulkar
Country India
DOI https://doi.org/10.5281/zenodo.19755001
Page No. 141-145

Abstract View PDF Download Certificate
MOBILE BANKING HELPS CUSTOMER ENGAGEMENT IN THE BANKING INDUSTRY
Author: Pranav Indulkar

ABSTRACT:
Mobile banking refers to the use of a mobile device to carry out financial transactions. The service is provided by some financial institutions, especially banks. Mobile banking enables clients and users to carry out various transactions, which may vary depending on the institution. Mmobile banking uses mobile devices like smartphones and tablets to perform financial transactions, offering convenience and 24/7 access to accounts and various banking services through apps or SMS. Key features include checking balances, transferring funds, paying bills, depositing cheques, and managing accounts, all accessible from anywhere with internet or network connectivity.

KEYWORDS: Customer Service, Banks, Mobile Banking, SMS Banking, 7 Ps,
Transactions, Support services, Mobile Bank Apps, iOS, Frauds, Phishing, Vishing,
Malware.

Paper Title WEAVING LIVELIHOODS ON THE FOOTPATH: A STUDY OF THE TOKRI (BASKET) WORKERS AT MAHIM, MUMBAI
Author Name Jessica Fernandes
Country India
DOI https://doi.org/10.5281/zenodo.19755271
Page No. 146-151

Abstract View PDF Download Certificate
WEAVING LIVELIHOODS ON THE FOOTPATH: A STUDY OF THE TOKRI (BASKET) WORKERS AT MAHIM, MUMBAI
Author: Jessica Fernandes

ABSTRACT
This study explores the livelihood, production process, and market linkages of tokri (basket) makers from Rajasthan who live and work on the footpaths near Mahim in Mumbai. Based on hypothetical primary data collected through semi-structured interviews with 10 artisans, the research highlights their migration story, daily work routines, income, challenges, and relationships with wholesalers and buyers, including fisherfolk, vegetable vendors, and toy markets in Mumbai. A chi-square analysis was conducted to explore the relationship between years of experience and daily earnings. The findings reveal that despite their skilled craftsmanship, these artisans face income stagnation due to dependence on middlemen and lack of formal recognition. The
study concludes by suggesting market integration, skill upgradation, and policy inclusion to support their sustainable livelihood.

Keywords: Tokri artisans, informal economy, Rajasthan migration, chi-square analysis,
handicrafts, street vendors, Mumbai.

Paper Title THE PELTZMAN EFFECT AND THE PSYCHOLOGY OF RULEBREAKING BEHAVIOUR
Author Name Vidya Hattangadi
Country India
DOI https://doi.org/10.5281/zenodo.19755475
Page No. 152-155

Abstract View PDF Download Certificate
THE PELTZMAN EFFECT AND THE PSYCHOLOGY OF RULEBREAKING BEHAVIOUR
Author: Vidya Hattangadi

ABSTRACT:
Human behaviour often changes in response to safety regulations, sometimes in unexpected ways. The Peltzman Effect, proposed by economist Sam Peltzman, explains how individuals may engage in riskier behaviour when protective measures are introduced. This paper examines the concept of the Peltzman Effect and explores psychological, social, and cultural reasons behind rule-breaking behaviour. Drawing from real-life examples such as traffic violations, smoking behaviour, and responses to public health measures, the article highlights how perceived safety reduces risk awareness and increases non-compliance. The discussion also explores ethical responsibility and civic discipline as essential components of rulefollowing behaviour. The study concludes that effective policymaking must consider behavioural responses alongside regulatory enforcement.

KEYWORDS: Peltzman Effect, rule-breaking behaviour, risk perception, behavioural
psychology, civic responsibility, risk compensation, accidents.

Paper Title A STUDY ON ARTIFICIAL INTELLIGENCE-BASED SOCIAL MEDIA MARKETING AND ITS IMPACT ON SMARTPHONE USER ENGAGEMENT WITH REFERENCE TO COIMBATORE
Author Name Revathi G & Dhanabalan R
Country India
DOI https://doi.org/10.5281/zenodo.19809767
Page No. 156-162

Abstract View PDF Download Certificate
A STUDY ON ARTIFICIAL INTELLIGENCE-BASED SOCIAL MEDIA MARKETING AND ITS IMPACT ON SMARTPHONE USER ENGAGEMENT WITH REFERENCE TO COIMBATORE
Author: Revathi G & Dhanabalan R

ABSTRACT
The proliferation of smartphones and the exponential growth of social media platforms have collectively created a fertile ground for AI-driven marketing strategies. This study
investigates how Artificial Intelligence (AI)-based social media marketing influences
smartphone user engagement across key platforms such as Instagram, YouTube, and
WhatsApp. Employing a descriptive research design with structured questionnaires
administered to 120 respondents in Coimbatore, the study examines AI tools including
algorithmic content curation, chatbots, sentiment analysis, and predictive advertising.
Findings reveal that AI-powered personalization significantly enhances user interaction,
dwell time, and brand recall among smartphone users. The research also identifies challenges such as data privacy concerns and algorithm opacity. The study concludes with actionable recommendations for marketers seeking to leverage AI responsibly and effectively in mobilefirst digital ecosystems.

Keywords: Artificial Intelligence, Social Media Marketing, Smartphone User Engagement,
Personalization, Digital Advertising, Coimbatore

Paper Title INTEGRATING SUSTAINABLE PRACTICES FOR ENHANCED RURAL DEVELOPMENT
Author Name Mithuna R & Siva Sakthi M
Country India
DOI https://doi.org/10.5281/zenodo.19809913
Page No. 163-167

Abstract View PDF Download Certificate
INTEGRATING SUSTAINABLE PRACTICES FOR ENHANCED RURAL DEVELOPMENT
Author: Mithuna R & Siva Sakthi M

ABSTRACT
Rural development is a multifaceted process that aims to improve the quality of life and
economic well-being of people living in rural areas. In recent decades, the rapid pace of
industrialization and urbanization has raised significant concerns regarding environmental sustainability, resource depletion, and social inequality in rural communities. Integrating sustainable practices into rural development strategies has emerged as a vital approach to address these challenges. This study explores the significance of sustainable agriculture, renewable energy adoption, eco-friendly infrastructure, and community-based resource management in enhancing rural development. It also analyses the barriers to sustainability adoption and the role of government policies in supporting rural transformation. The findings indicate that a holistic and participatory approach to sustainable development can significantly improve rural livelihoods, promote environmental conservation, and ensure
long-term socio-economic growth.

Keywords: Sustainable Practices, Rural Development, Renewable Energy, Sustainable
Agriculture, Community Participation, Green Infrastructure

Paper Title EFFECT OF ARTIFICIAL INTELLIGENCE AND CHATBOTS ON CUSTOMER SERVICE EXPERIENCE: A COMPARATIVE STUDY OF AMAZON AND FLIPKART
Author Name Vineetha .V & Mohan Kumar.S
Country India
DOI https://doi.org/10.5281/zenodo.19810148
Page No. 168-173

Abstract View PDF Download Certificate
EFFECT OF ARTIFICIAL INTELLIGENCE AND CHATBOTS ON CUSTOMER SERVICE EXPERIENCE: A COMPARATIVE STUDY OF AMAZON AND FLIPKART
Author: Vineetha .V & Mohan Kumar.S

ABSTRACT
This study investigates the impact of Artificial Intelligence (AI) and chatbot technologies on the customer service experience, with a comparative focus on two of India's leading ecommerce platforms, Amazon and Flipkart. As digital commerce evolves, AI-powered tools such as virtual assistants, recommendation engines, and automated support bots are increasingly reshaping how customers interact with platforms. This research examines customer satisfaction levels, response efficiency, issue resolution rates, and overall perception of AI-driven support systems on both platforms. Primary data were collected through structured questionnaires distributed among online shoppers. The findings indicate that while both platforms leverage AI effectively, Amazon's AI ecosystem tends to offer a more seamless customer experience, while Flipkart is rapidly advancing its AI capabilities to meet growing customer expectations. The study underscores the importance of continued AI investment to enhance customer loyalty and service quality in the competitive Indian ecommerce landscape.

Keywords: Artificial Intelligence, Chatbots, Customer Service, E-commerce, Amazon,
Flipkart, Customer Satisfaction, Virtual Assistants

Paper Title A STUDY ON ARKETING STRATEGIES AND CONSUMER BEHAVIOUR ANALYSIS WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT
Author Name Eknath Prasath M. & Vasanth Kumar S.
Country India
DOI https://doi.org/10.5281/zenodo.19810241
Page No. 174-182

Abstract View PDF Download Certificate
A STUDY ON ARKETING STRATEGIES AND CONSUMER BEHAVIOUR ANALYSIS WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT
Author: Eknath Prasath M. & Vasanth Kumar S.

ABSTRACT
Marketing strategies play a significant role in influencing consumer behaviour and shaping purchasing decisions in modern markets. Businesses operating in competitive environments must adopt effective marketing techniques to attract customers and maintain long-term relationships. Understanding consumer behaviour is essential for organizations to develop products, pricing strategies, promotional activities, and distribution systems that satisfy customer needs.

This study aims to analyze marketing strategies and examine consumer behaviour with
special reference to Coimbatore district. The research focuses on the factors that influence consumer buying decisions, the role of digital marketing, and the effectiveness of promotional strategies adopted by businesses in the region. The study mainly relies on secondary data collected from journals, research articles, and online sources.
The findings suggest that marketing strategies such as branding, advertising, pricing policies, and digital promotions significantly influence consumer purchase behaviour in Coimbatore.

Factors such as brand reputation, product quality, promotional offers, and social media
marketing play a crucial role in shaping consumer preferences. The study also highlights the growing importance of digital platforms in influencing consumer decision-making.

Keywords: Marketing strategies, Consumer behaviour, Digital marketing, Brand preference, Coimbatore district

Paper Title A STUDY ON TRANSFORMATION OF SALES AND SUPPLY CHAIN STRATEGY WITH INNOVATIVE TECHNOLOGY SOLUTIONS
Author Name G. Arut Geevitha & Sri Devi. R
Country India
DOI https://doi.org/10.5281/zenodo.19810582
Page No. 183-189

Abstract View PDF Download Certificate
A STUDY ON TRANSFORMATION OF SALES AND SUPPLY CHAIN STRATEGY WITH INNOVATIVE TECHNOLOGY SOLUTIONS
Author: G. Arut Geevitha & Sri Devi. R

ABSTRACT
The rapid growth of digital technologies has brought a significant transformation in sales and supply chain strategies across various industries. Organizations are increasingly adopting innovative tools such as artificial intelligence (AI), blockchain technology, the Internet of Things (IoT), and data analytics to improve their operational efficiency, enhance customer satisfaction, and gain a competitive advantage in the market. This study focuses on understanding how these advanced technologies are reshaping traditional sales processes and supply chain management practices. It highlights important trends such as automation, realtime data tracking, and integrated digital systems that support better demand forecasting, efficient inventory management, and faster decision-making. The research also examines the
opportunities created by these technologies, including improved transparency, reduced costs, and better coordination among supply chain partners. However, it also identifies several challenges faced by organizations, such as difficulties in system integration, issues related to data management and security, and the need for skilled professionals to manage advanced technologies. The study concludes that while digital transformation offers numerous benefits, organizations must effectively address these challenges to fully utilize the potential of innovative technology solutions in improving sales and supply chain performance.

Keywords: Digital transformation, supply chain management, sales strategy, and data
analytics, Artificial intelligence, IoT, blockchain, customer satisfaction, and operational
efficiency.

Paper Title A STUDY ON THE GROWTH, AND PERFORMANCE OF THE INSURANCE INDUSTRY IN INDIA WITH SPECIAL REFERENCE TO COIMBATORE CITY
Author Name Dhanush R, Arun R & C. Krishnamoorthy
Country India
DOI https://doi.org/10.5281/zenodo.19812328
Page No. 190-194

Abstract View PDF Download Certificate
A STUDY ON THE GROWTH, AND PERFORMANCE OF THE INSURANCE INDUSTRY IN INDIA WITH SPECIAL REFERENCE TO COIMBATORE CITY
Author: Dhanush R, Arun R & C. Krishnamoorthy

ABSTRACT
The insurance industry is a cornerstone of India's financial services sector, providing critical protection against a wide array of risks such as life, health, property, and business losses. It not only safeguards individuals and enterprises from financial shocks but also contributes significantly to national economic growth by mobilizing savings and facilitating infrastructure development. Over the past two decades, the Indian insurance industry has experienced rapid expansion, driven by liberalization, the entry of private and foreign players, and technological advancements. Despite these gains, India’s insurance penetration and density remain below global benchmarks, highlighting persistent gaps in awareness, accessibility, and service delivery.

Keywords: insurance, industry, awareness, satisfaction.

Paper Title GROWTH OF GENERAL INSURANCE IN INDIA - TRENDS AND CHALLENGES
Author Name Madhumitha M.B, Gomathi.G & P. Girija
Country India
DOI https://doi.org/10.5281/zenodo.19812617
Page No. 195-199

Abstract View PDF Download Certificate
GROWTH OF GENERAL INSURANCE IN INDIA - TRENDS AND CHALLENGES
Author: Madhumitha M.B, Gomathi.G & P. Girija

ABSTRACT
The general insurance sector in India has experienced remarkable growth in recent years, driven by factors such as economic development, regulatory reforms, increasing consumer awareness, and advancements in technology. The liberalization of the insurance industry, along with the entry of private players and foreign investments, has contributed to market expansion, product innovation, and improved service delivery. Government schemes like Pradhan Mantri Fasal Bima Yojana (PMFBY) and Ayushman Bharat have played a crucial role in increasing insurance penetration, particularly in rural and underprivileged segments of society.

Despite this progress, the sector faces several challenges that hinder its sustainable growth. Low insurance penetration and density, lack of consumer trust, complex regulatory frameworks, rising fraudulent claims, and inadequate risk assessment mechanisms pose significant hurdles. Moreover, the increasing frequency of natural disasters and climate change-related risks demand the development of more robust risk mitigation strategies. The rapid digitalization of the industry has introduced opportunities for operational efficiency but also raised concerns regarding cybersecurity and data privacy. This study aims to analyze the growth trajectory of the general insurance sector in India by identifying key trends and challenges affecting its development. Through an in-depth examination of regulatory policies, market dynamics, consumer behavior, and technological advancements, this research provides insights into how the industry can navigate obstacles and capitalize on emerging opportunities. The findings will contribute to a better understanding of
the evolving insurance landscape and offer strategic recommendations for insurers,
policymakers, and stakeholders to enhance the sector’s efficiency and long-term
sustainability.

Keywords General Insurance, Insurance Growth, Market Trends, Challenges in Insurance

Paper Title A STUDY ON DIGITAL PAYMENT LITERACY AND ADOPTION OF UPI APPS AMONG SENIOR CITIZENS IN TAMILNADU
Author Name N. Renuka, S. Jayasuriya & M. M. Vishnu
Country India
DOI https://doi.org/10.5281/zenodo.19812808
Page No. 200-203

Abstract View PDF Download Certificate
A STUDY ON DIGITAL PAYMENT LITERACY AND ADOPTION OF UPI APPS AMONG SENIOR CITIZENS IN TAMILNADU
Author: N. Renuka, S. Jayasuriya & M. M. Vishnu

ABSTRACT
The rapid expansion of digital payment systems in India, driven by the introduction of
Unified Payments Interface (UPI), has significantly transformed the financial ecosystem.
While younger populations have adapted quickly to UPI platforms, the adoption rate among senior citizens remains relatively low. This study explores the level of digital payment literacy among senior citizens, their awareness and perceptions of UPI apps, and the key barriers hindering their adoption. Using primary data collected through structured questionnaires, this research identifies gaps in digital financial literacy, security concerns, and usability challenges. The study also offers strategic recommendations to enhance digital inclusion for senior citizens, promoting their confident participation in India’s growing digital economy.

Keywords: UPI Apps, Senior Citizens, Digital Payment Literacy, Financial Inclusion,
Digital Adoption, Cashless Economy.

Paper Title THE IMPORTANCE OF REVIEWING AND UPDATING YOUR INSURANCE POLICIES
Author Name M .MALAISAMY, K .SAPARI & J.JACKSONVIMALAN
Country India
DOI https://doi.org/10.5281/zenodo.19812918
Page No. 204-207

Abstract View PDF Download Certificate
THE IMPORTANCE OF REVIEWING AND UPDATING YOUR INSURANCE POLICIES
Author: M .MALAISAMY, K .SAPARI & J.JACKSONVIMALAN

ABSTRACT
Regularly reviewing and updating your insurance policies is crucial to ensure that your
coverage aligns with your current needs and circumstances. Life events such as marriage, the birth of children, purchasing a home, or starting a business can significantly change your insurance requirements. Additionally, economic factors like inflation or shifts in the legal landscape may impact the adequacy of your existing coverage. By routinely assessing your policies, you can identify gaps in coverage, adjust for increased asset values, and take advantage of potential discounts or new policy features. Regular updates also help prevent overpaying for unnecessary coverage and ensure that you are fully protected against unforeseen risks. Ultimately, staying proactive in reviewing and updating your insurance ensures comprehensive protection and financial security. In this blog, we’ll discuss the importance of reviewing your insurance home, auto, and business policies.

Keywords: Policies, financial security, Coverage

Paper Title WOMEN ENTREPRENEURSHIP: EMPOWERING THROUGH BUSINESS EDUCATION IN TAMIL NADU
Author Name B.Yogeshwaran, K.Mahalakshmi & U.Rahul
Country India
DOI https://doi.org/10.5281/zenodo.19813038
Page No. 208-213

Abstract View PDF Download Certificate
WOMEN ENTREPRENEURSHIP: EMPOWERING THROUGH BUSINESS EDUCATION IN TAMIL NADU
Author: B.Yogeshwaran, K.Mahalakshmi & U.Rahul

ABSTRACT
Women entrepreneurship in Tamil Nadu has witnessed a remarkable growth due to the
increasing support from business education and governmental initiatives. This article
examines the role of business education in empowering women entrepreneurs in the state, highlighting the challenges they face and how education is helping them overcome these barriers. It also explores various government schemes and initiatives aimed at encouraging women to become entrepreneurs, thus contributing to the state's economic growth and gender equality.

Keywords: Women Entrepreneurship, Business Education, Empowerment, Government
Schemes

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