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

TABLE OF CONTENTS

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

Paper Title:
RELATIONSHIP MARKETING IN DATA-DRIVEN ECOSYSTEMS: A THEORETICAL EVOLUTION
Author Name:
Diksha Goyal, Rahul Mishra, Ranchhoda Ram
Country:
India
Page No.:
68-82
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RELATIONSHIP MARKETING IN DATA-DRIVEN ECOSYSTEMS: A THEORETICAL EVOLUTION
Author: Diksha Goyal, Rahul Mishra, Ranchhoda Ram

This study explores the theoretical evolution of relationship marketing within the context of data-driven ecosystems. Traditionally centered on trust, commitment, and long-term customer retention, relationship marketing has undergone a significant transformation due to the integration of big data analytics, artificial intelligence, and digital platforms. This paper adopts a conceptual methodology to synthesize existing literature and develop a comprehensive understanding of how technological advancements are reshaping relational dynamics. The findings reveal a shift from reactive to proactive and predictive relationship management, where firms leverage data to anticipate customer needs and deliver personalized experiences. Furthermore, the emergence of digital ecosystems has expanded relationship marketing beyond dyadic interactions to complex, multi-stakeholder networks characterized by value co-creation and continuous engagement. The study also highlights critical challenges, including data privacy, ethical concerns, and the need for new organizational
capabilities. By integrating insights from marketing, information systems, and ecosystem theory, this research contributes to the development of an updated theoretical framework for relationship marketing in the digital era. The paper concludes by emphasizing the importance of balancing technological innovation with ethical responsibility to sustain trust-based relationships.

Paper Title:
CUSTOMER EXPERIENCE AS A STRATEGIC CONSTRUCT: INTEGRATING MULTI-THEORETICAL PERSPECTIVES
Author Name:
Mahaveer Yadav, Asha Sharma, Hemlata Kumari
Country:
India
Page No.:
83-97
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CUSTOMER EXPERIENCE AS A STRATEGIC CONSTRUCT: INTEGRATING MULTI-THEORETICAL PERSPECTIVES
Author: Mahaveer Yadav, Asha Sharma, Hemlata Kumari

This study conceptualizes customer experience (CX) as a strategic construct by integrating multiple theoretical perspectives, including service-dominant logic, relationship marketing, resource-based view, dynamic capabilities, and experiential marketing. The paper adopts a theory-driven approach, synthesizing contemporary literature to develop a comprehensive understanding of CX as a multidimensional phenomenon encompassing cognitive, emotional, behavioral, and relational dimensions. The findings highlight that CX is co-created through interactive processes across diverse touchpoints and serves as a critical source of competitive advantage. The integration of technological advancements, particularly digital platforms and data analytics, further enhances the ability of organizations to deliver personalized and
seamless experiences, although it raises concerns related to privacy and ethics. Additionally, the study emphasizes the role of employee engagement, organizational culture, and contextual factors in shaping customer experience outcomes. The paper contributes to the existing literature by bridging fragmented theoretical perspectives and proposing an integrative framework for understanding CX strategically. It also identifies gaps related to measurement and theoretical unification, offering directions for future research. Overall, the study underscores the growing importance of CX in driving customer loyalty, organizational performance, and long-term sustainability.

Paper Title:
INTEGRATED MARKETING COMMUNICATION IN OMNI CHANNEL ENVIRONMENTS: A CONCEPTUAL REAPPRAISAL
Author Name:
Pragati Shrivastav, Ujjwal Kumar Singh, Alisha Naqvi
Country:
India
Page No.:
98-111
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INTEGRATED MARKETING COMMUNICATION IN OMNI CHANNEL ENVIRONMENTS: A CONCEPTUAL REAPPRAISAL
Author: Pragati Shrivastav, Ujjwal Kumar Singh, Alisha Naqvi

This study provides a conceptual reappraisal of Integrated Marketing Communication (IMC) within the context of omni-channel environments, highlighting its evolution from a traditional communication coordination tool to a strategic, customer-centric capability. Drawing on an extensive review of contemporary literature, the paper examines how digital transformation, data analytics, and changing consumer behavior have reshaped the scope and application of IMC (Beauvisage & Mellet, 2020; Hänninen et al., 2021). The study adopts a qualitative, theory-based methodology using systematic literature review and thematic synthesis to identify key dimensions such as communication integration, technological enablement, and customer experience management. The findings suggest that IMC in omni-channel settings extends beyond message consistency to encompass seamless customer experiences across multiple touchpoints. The integration of advanced technologies such as artificial intelligence and customer relationship management systems enables real-time, personalized communication, enhancing customer engagement and organizational responsiveness (Gupta & Jeyaraj, 2021; Nguyen et al., 2022). However, challenges such as organizational silos, data privacy concerns, and the need for cross-functional alignment persist. The study contributes to the theoretical advancement of IMC by proposing a holistic perspective that integrates communication, technology, and customer experience. It also provides a foundation for future empirical research in omni-channel marketing contexts (Barrett et al., 2023; Purchase & Volery, 2020).

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