NRJSMM - Journal of Sales and Marketing Management

Archives Volume-10, Issue-1 (January-June)

Paper Title:: JOURNEY FROM MAKE IN INDIA TO ASSEMBLE IN INDIA
Author Name:: Harpreet Kaur
Country:: India
Page No.:: 1-5

JOURNEY FROM MAKE IN INDIA TO ASSEMBLE IN INDIA

Author: Harpreet Kaur

Due to financial crisis in the late 1980s, India had to approach the International Bank for Reconstruction
and Development (IBRD), popularly known as World Bank and the International Monetary Fund (IMF)
to meet its import requirements especially oil and essential consumption commodities. India received a
conditional loan of $7 billion to manage its balance of payment crisis. For availing the loan, these
international agencies expected India to liberalize and open up the economy by removing restrictions
on the private sector, reduce the role of the government in pivotal areas and remove trade restrictions
between India and other countries. India agreed to the conditions imposed by World Bank and IMF and
announced the New Economic Policy (NEP). The New Economic Policy was an attempt to alter the
basic parameters of economic policies since Independence and to restructure the economy drastically.
All the above factors led the government to introduce a new set of policy measures which changed the
direction of our developmental strategies. The landmark change brought about by the Industrial Policy
of 1991 in Indian economy was entirely a new chapter which enforced a total open economic system as
compared to the earlier mixed system.

Paper Title:: NEED FOR INCLUSIVE GROWTH
Author Name:: Harpreet Kaur
Country:: India
Page No.:: 12-19

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NEED FOR INCLUSIVE GROWTH

Author: Harpreet Kaur

Indian economy has registered higher economic growth in past few years. This growth rate has been
averaged around 7 percent for last decade gaining title of fastest growing major economy. Global
institutions have been very optimistic about India’s future growth performance given strong democratic
framework and demographic indicators which are bound to keep demand as well as supply high. This
optimism is also reflected in foreign investment inflow and coupled with high savings rate, growth rate
will not be an issue for Indian economy in short term. However, the high growth rate of world’s fastest
growing major economy was not analogous with rate of employment and poverty reduction. India
continues to have low socio-economic parameter compared to other countries. Therefore, it is clear that
growth has not benefited all. We need a rapid growth that reduces poverty and creates employment
opportunities, access to essential services in health and education especially for the poor, equality of
opportunity, empowerment through education and skill development, employment opportunities
underpinned by the National Rural Employment Guarantee, environmental sustainability, recognition
of women’s agency and good governance. This type of growth which covers all the sections of society
is termed as inclusive growth.

Paper Title:: A REVIEW PAPER TO UNDERSTAND THE THEORETICAL ASPECTS OF MARKETING & MARKETING MIX
Author Name:: Divya Jyoti Thakur, Saeed Fakhri Almasri, Musaeed Ali Nasser Ahmed, Naresh Kumar
Country:: India
Page No.:: 20-25

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A REVIEW PAPER TO UNDERSTAND THE THEORETICAL ASPECTS OF MARKETING & MARKETING MIX

Author: Divya Jyoti Thakur, Saeed Fakhri Almasri, Musaeed Ali Nasser Ahmed, Naresh Kumar

This paper is based on secondary study which reviewed many papers, articles and journals etc. Marketing Mix is a fundamental concept of marketing which contains 7P’s of Marketing Mix. This study explains the elements of marketing mix through literature review. The marketing mix or 7Ps is aptly named because it is how the combination of strategy and alignment is implemented that keeps our team clearly on the customer's mind. This helps us stand out from the competition with an offer that meets the customer's needs, i.e., sales. The objective of the article is to analyze the theoretical aspects of the marketing organization. All promotional materials are interrelated and must be seen in his actions. Sometimes there may be more relative importance; It depends on the company’s policies and activities. In this paper we can also understand the difference between Marketing vs Advertising & Marketing vs Branding
KEYWORDS: Marketing, Marketing Mix, Customer, Promotion, Advertising, Branding

Paper Title:: EFFECT OF E-SERVICE QUALITY ON CUSTOMER SATISFACTION: MEDIATING ROLE OF PERCEIVED VALUE
Author Name:: Rupina Popli, Subash Chandra Nath
Country:: India
Page No.:: 26-34

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EFFECT OF E-SERVICE QUALITY ON CUSTOMER SATISFACTION: MEDIATING ROLE OF PERCEIVED VALUE

Author: Rupina Popli, Subash Chandra Nath

The purpose of this paper is to measure the effect of basic service quality (E-S-QUAL) of e-shops on consumer satisfaction using E-S-QUAL scale. Also, the study examines the mediating role of perceived value on the relationship between E-S-QUAL and consumer satisfaction in the context of online shopping. Questionnaires were collected from 412 e-shoppers from all over India. E-S-QUAL scale developed by Parasuraman et al., 2005 is adopted without revision to measure service quality of e-shops. Statistical methods such as Multiple regression, PROCESS Procedure for SPSS Version 3.4 Macro by Andrew F. Hayes-2019 for Mediation a bootstrapping test were used to analyze the data. Two dimensions of E-S-QUAL scale such as fulfillment and privacy are significantly impacting the basic service quality rest of the two dimensions efficiency and system availability are not significantly influencing the perceived service value. It also found that perceived value fully mediated the relationship between E-S-QUAL and consumer satisfaction. The study helps the e-commerce industry to understand e-shoppers’ perception about the service quality and the facts relating to recovery performance of the e shops. Also, it contributes to formulate the best attractive practices by the online shops in India.
Keywords E-commerce, E-S-QUAL, Perceived Value, Customer Satisfaction, Mediation, Paper type Research paper

Paper Title:: THE FITNESS AND HEALTH EQUIPMENT INDUSTRY AND THE CATACLYSM OF COVID-19
Author Name:: Neerja Dhingra, Monika Mogla, Ashima Sofet
Country:: India
Page No.:: 35-47

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THE FITNESS AND HEALTH EQUIPMENT INDUSTRY AND THE CATACLYSM OF COVID-19

Author: Neerja Dhingra, Monika Mogla, Ashima Sofet

The sports industry of Jalandhar has occupied one of the most prominent positions in the industrial segment, not only in Punjab but all around India. In the recent years, India experienced a surge in the fitness industry owing to an increased focus on physical fitness and health. Various elements encouraged people to participate in physical activities and as a result, the fitness industry emerged to be a lucrative segment for investment as well as manufacturing. However, the pandemic of COVID-19 distorted the health and fitness segment as well, among other sectors. While the entire industrial sector of India was struggling to survive throughout the pandemic, sports industry saw a temporary boost in their demand and sales during the first wave of COVID-19, out of which the fitness segment of the sports industry experienced an exceptional increase during the first wave but mellowed down slowly with the passage of time and is now struggling for customers. An analysis was done for the Manufacturers of fitness and health equipment segment of the sports goods industry in Jalandhar to ascertain the impact of COVID-19 on the industry and the challenges being faced by the manufacturers. The fitness and health equipment segment of the industry comprises of around 12 to 14 manufacturers that cater to the demand of the entire industry. The manufacturers were interviewed regarding questions concerning the impact of the COVID-19 on their units and the key challenges being experienced by them. The study is based on responses of 13 manufacturers of fitness equipment which is conducted through pre constructed questionnaires and personal interview.
Key Words: COVID-19, Sports Goods Industry, Health and Fitness Equipment, Home-based Equipment, Jalandhar

Paper Title:: ROLE OF BRAND EQUITY ON CONSUMER BUYING BEHAVIOUR IN FEMALE COSMETIC PRODUCTS: A STUDY OF THE PUNJAB STATE
Author Name:: Nidhi Sabharwal, Harsandaldeep Kaur
Country:: India
Page No.:: 48-59

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ROLE OF BRAND EQUITY ON CONSUMER BUYING BEHAVIOUR IN FEMALE COSMETIC PRODUCTS: A STUDY OF THE PUNJAB STATE

Author: Nidhi Sabharwal, Harsandaldeep Kaur

Brand equity has been recognized as the important intangible asset in marketing since three decades. It is considered important as it helps in getting competitive advantage through successful brands. Due to the rapid changes in the global market and the increased competition experienced between firms Brand Management has become very important area of concern for marketing managers. Brand knowledge is an influencing factor to create identity to a brand among the customers. Brand knowledge comprises of brand awareness and brand image. Brand awareness comprises of brand recognition and brand recall. Brand image is the perception of consumer's knowledge; symbolic and experiential benefits and brand attitudes. Due to the better standards of living and higher life expectations, cosmetics are being used more now days. The cosmetic industry has become more intense in today‟s world due to increased competition in the national as well as international market. Indian cosmetic market is growing at a rapid speed where lots of national and international brands of cosmetics are available to the customers. The present paper aims to determine various concepts like brand awareness, brand association, brand loyalty and brand equity. This paper also tries to find the association between demographic characteristics such as age, income, marital status and occupation on how often do females shop for the cosmetic products. KEYWORDS: Brand Equity, Brand Awareness, Brand Loyalty, Brand Association, Cosmetics

Paper Title:: ARTIFICIAL INTELLIGENCE (AI) BASED ANALYSIS OF CUSTOMER BEHAVIOUR ON E-COMMERCE PRODUCT
Author Name:: Shiva Johri, Richa Tiwari Agnihotri
Country:: India
Page No.:: 60-67

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ARTIFICIAL INTELLIGENCE (AI) BASED ANALYSIS OF CUSTOMER BEHAVIOUR ON E-COMMERCE PRODUCT

Author: Shiva Johri, Richa Tiwari Agnihotri

The rapid growth of e-commerce has led to an overwhelming volume of data generated from customer interactions with online platforms. To gain a competitive edge, businesses are increasingly turning to artificial intelligence (AI) for analyzing customer behavior and making data-driven decisions. Various implications of AI-driven insights on enhancing customer experience and engagement within the e-commerce domain is studied. This includes the implementation of personalized product recommendations, targeted marketing strategies, and efficient customer service through AI-powered chatbots. This paper presents a comprehensive study on the application of AI in analyzing customer behavior on e-commerce products.
KEYWORDS— Customer, Artificial Intelligence, Data Mining, E-commerce.

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