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Archives Volume-12, Issue-2 (July-December)

TABLE OF CONTENTS

Paper Title:
DRIVING THE FUTURE: UNVEILING CONSUMER PREFERENCES AND PURCHASE INTENTIONS FOR ELECTRIC VEHICLES IN JALANDHAR
Author Name:
Mehak Goyal, Vishal Vinayak, Yashmin Sofat
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16629056
Page No.:
1-15
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DRIVING THE FUTURE: UNVEILING CONSUMER PREFERENCES AND PURCHASE INTENTIONS FOR ELECTRIC VEHICLES IN JALANDHAR
Author: Mehak Goyal, Vishal Vinayak, Yashmin Sofat

ABSTRACT
This research explores consumer awareness, behavioral intent, and the impact of
demographic variables on the adoption of electric vehicles (EVs) in Jalandhar, Punjab, while
also analyzing the region's EV-related infrastructure and policies. A descriptive-analytical
research design was used, combining both primary and secondary data. Primary data was
gathered from 300 respondents using a structured Google Form questionnaire and analyzed
using MS Excel and SPSS v25, applying Chi-square tests to test four hypotheses. Findings
show that 74.6% of respondents earning above ₹80,000 intend to buy EVs, while only 36% of
those earning below ₹20,000 do. Education was a significant factor, with 76% of
Doctorate/Professional degree holders showing intent to purchase EVs. Age also influenced
behavior: 74.3% of respondents aged 26–35 expressed purchase intent, the highest among all
age groups. Regarding awareness, 98 respondents ranked social media as their top
information source, far exceeding the expected average of 27.27 per source, with a Chisquare value of 290.72 (p < 0.05), confirming unequal consumer reliance across media.
Secondary data revealed Jalandhar’s current infrastructure is underdeveloped, with minimal
public charging points despite Punjab’s EV policy aiming for 25% EV registrations by 2027
and supporting 10,000 charging stations across the state. Challenges include inadequate
charging access, high initial EV costs, and limited EV-trained technicians, while
opportunities lie in battery-swapping models, state subsidies (up to ₹30,000 per EV), and a
youth-driven urban market. The study concludes that while awareness and interest in EVs are
growing, successful adoption in Jalandhar depends on bridging infrastructure gaps, improving
policy execution, and aligning local initiatives with consumer readiness and preferences.
Keywords: Electric Vehicles (EVs), Consumer Behavior, EV Adoption in Jalandhar,
Demographic Influence, Sustainable Mobility.

Paper Title:
BRAND DESIRE VS. AUTHENTICITY: WHY CONSUMERS CHOOSE COUNTERFEIT LUXURY HANDBAGS
Author Name:
Neeru Jain, Ruchi Jain & Rakhi Tanwar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16812128
Page No.:
16-26
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BRAND DESIRE VS. AUTHENTICITY: WHY CONSUMERS CHOOSE COUNTERFEIT LUXURY HANDBAGS
Author: Neeru Jain, Ruchi Jain & Rakhi Tanwar

ABSTRACT
This review paper explores the psychological, cultural, and social dynamics driving consumer
demand for counterfeit luxury handbags. Despite increased legal enforcement and advances
in anti-counterfeit technologies, the global counterfeit market particularly for fashion
accessories continues to thrive. The paper investigates why consumers knowingly choose
inauthentic products, focusing on how brand desire, identity signalling, and status aspirations
outweigh concerns about legality or authenticity. Drawing on interdisciplinary research from
marketing, psychology, and consumer behaviour, it highlights how symbolic consumption
motivates consumers to seek visual status markers, even when they are not materially
genuine. Concepts like conspicuous consumption, face consciousness, and moral
rationalization are examined to understand how consumers justify counterfeit purchases. The
review also considers generational shifts, particularly the role of Gen Z and digital culture, in
normalizing fake luxury as a form of expression or economic rebellion. Moreover, it
discusses the rise of “super fakes,” the impact of resale platforms, and the challenges of
technological solutions like blockchain verification in addressing counterfeit proliferation.
The findings suggest that the desire for brand identity often eclipses the importance of
authenticity, prompting brands and policymakers to rethink consumer engagement strategies.
This paper contributes to the broader discussion on consumer ethics, luxury marketing, and
intellectual property protection by positioning counterfeiting not merely as a legal issue but
as a socio-cultural phenomenon rooted in aspiration, identity, and access.
Keywords:
Counterfeit luxury, Brand desire, Consumer behaviour, Symbolic consumption, Authenticity

Paper Title:
DIGITAL TRANSFORMATION IN HOSPITAL MARKETING: STRATEGIES, CHALLENGES, AND OPPORTUNITIES
Author Name:
Deepinder Singh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16963305
Page No.:
27-33
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DIGITAL TRANSFORMATION IN HOSPITAL MARKETING: STRATEGIES, CHALLENGES, AND OPPORTUNITIES
Author: Deepinder Singh

ABSTRACT
The rapid integration of digital technologies has revolutionized marketing strategies in the
healthcare sector, particularly in hospitals. Digital transformation has enabled hospitals to
enhance patient engagement, improve brand visibility, and streamline communication
channels. This paper explores the strategies adopted by hospitals for digital marketing, the
challenges encountered, and the opportunities that lie ahead. A mixed-method approach,
incorporating secondary data from scholarly articles and industry reports, is used to
understand current trends. The findings reveal that while digital transformation presents
immense opportunities for patient-centric care and competitive advantage, it also poses
challenges such as regulatory compliance, data privacy concerns, and the need for staff
upskilling. Moreover, the competitive nature of the healthcare market demands continuous
innovation to maintain relevance in the digital space. Hospitals must therefore adopt a
proactive and adaptive approach, integrating emerging technologies like AI, telehealth, and
data analytics to meet evolving patient expectations.

Paper Title:
CLICK, WATCH, BUY: THE INFLUENCE OF UNBOXING VIDEOS ON CONSUMER DECISION MAKING
Author Name:
Kriti Aggarwal & Tejinderpal Singh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17181464
Page No.:
34-47
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CLICK, WATCH, BUY: THE INFLUENCE OF UNBOXING VIDEOS ON CONSUMER DECISION MAKING
Author: Kriti Aggarwal & Tejinderpal Singh

ABSTRACT
The exponential growth of digital platforms has reshaped consumer decision-making
processes by providing interactive and participatory experiences. Among various forms of
user-generated content (UGC), unboxing videos have become a distinct phenomenon that
integrates informational and hedonic appeals to influence consumer attitudes and behaviors.
Unlike traditional advertising that relies on persuasive intent, unboxing videos combine
product demonstration with personal storytelling, creating authenticity and trust (Kim, 2020;
Mowlabocus, 2020). Rooted in the Uses and Gratifications (U&G) framework, this study
investigates how two core motivations—information seeking and entertainment predict
parasocial interaction (PSI) with unboxers, and how PSI, in turn, influences product interest
and purchase intention.
Data were collected through a structured survey of 431 sample size of Indian consumers
across six smart cities from Indian states of Panjab, Haryana and Union Territory
Chandigarh. Respondents were screened to ensure active engagement with unboxing videos
across social media platforms. The dataset was analyzed using Partial Least Squares
Structural Equation Modeling (PLS-SEM), following the two-step approach recommended by
Anderson and Gerbing (1988) and Hair, Hult, Ringle, and Sarstedt (2017). The results
revealed that both information seeking and entertainment significantly enhanced PSI, which
positively predicted product interest and purchase intention. Moreover, product interest
emerged as the strongest determinant of purchase intention, explaining over half of its
variance.
The findings enrich U&G literature by extending it into the context of unboxing videos and
demonstrate the dual role of unboxing content as an informational and relational medium.
Practically, the study offers strategic implications for brands and influencers to leverage
unboxing collaborations as credible, engaging, and persuasive tools for consumer
engagement.
Keywords: Unboxing videos, Uses and Gratifications, Parasocial Interaction, Product
Interest, Purchase Intention, PLS-SEM

Paper Title:
CONSUMER AWARENESS TOWARDS GREEN MARKETING: IMPACT OF INFORMATION SOURCES, EDUCATION, AND GENDER DIFFERENCES
Author Name:
Ranjit Kaur, Shipra & Yashmin Sofa
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17112822
Page No.:
48-58
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CONSUMER AWARENESS TOWARDS GREEN MARKETING: IMPACT OF INFORMATION SOURCES, EDUCATION, AND GENDER DIFFERENCES
Author: Ranjit Kaur, Shipra & Yashmin Sofa

ABSTRACT
The study examines consumer awareness regarding green marketing in Punjab's Ludhiana
area. Promoting products and/or services on the basis of their positive environmental impacts
is known as "green marketing." Such a product or service must either be made in an ecofriendly way or be ecologically beneficial in and of itself. The promotion of sustainable or
eco- friendly goods, services or methods is known as green marketing. It involves
communicating a company's dedication to lessening its environmental impact and promoting
eco-friendly products or practices. Green marketing strategies are increasingly popular as
consumers awareness of environmental issues grows and businesses seek to differentiate
themselves in competitive markets. Green marketing strategies in the automobile industry are
essential as the sector faces increasing demand to lessen its environmental impact pressure
from consumers, authorities and environmentalists. The automobile industry in Punjab has a
diverse presence, from tractor manufacturing to two-wheelers and auto components and the
state plays a key role in the Indian automobile supply chain. While there are challenges, the
sector continues to grow, especially with emerging opportunities in electric vehicles and
exports. This research sought to offer empirical proof about consumer awareness towards
green marketing. 200 consumers in the Ludhiana district can provide the data. The
respondents and district are picked using the random sampling approach. The SPSS software
will be used to analyze the data. The study showed both men and women are indifferent
regarding the impact of education on the awareness level of consumers. It also shows that out
of various informational sources, television and radio plays a supreme role while on the other
hand sales persons play little a less role. The study examined the various informational
sources which aware the consumers about green marketing strategies. The study presented
above shows that both men and women are indifferent regarding the impact of education on
the awareness level of consumers. Additionally, it is seen that customers are significantly
affected by television and radio basically referred as broadcasting media in their awareness
level. In this regard, it might be suggested that the marketers should review its policies
because they have been found to be ineffective according to today’s scenario. It is
recommended that the marketers should review its policies meant to enhance the awareness
among consumers about green marketing strategies because they have been found to be
ineffective according to today’s scenario. Further, the more focus should be given to
employee training and education so as to develop eco- friendly skills among them.National Research Journal of Sales & Marketing Management ISSN No: 2349-512X
Volume No: 12, Issue No: 2, Year: 2025 (July-December) Peer Reviewed & Refereed Journal (IF: 6.95)
PP: 48-58 Journal Website www.nrjsmm.in
Published By: National Press Associates Page 49
© Copyright @ Authors
KEYWORDS: Consumer awareness, Environmental friendly, Green marketing, Planet
saving techniques

Paper Title:
CONSUMER AWARENESS TOWARDS GREEN MARKETING: IMPACT OF INFORMATION SOURCES, EDUCATION, AND GENDER DIFFERENCES
Author Name:
Ranjit Kaur, Shipra & Yashmin Sofat
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17112822
Page No.:
48-58
View PDF Certificate
CONSUMER AWARENESS TOWARDS GREEN MARKETING: IMPACT OF INFORMATION SOURCES, EDUCATION, AND GENDER DIFFERENCES
Author: Ranjit Kaur, Shipra & Yashmin Sofat

ABSTRACT
The study examines consumer awareness regarding green marketing in Punjab's Ludhiana
area. Promoting products and/or services on the basis of their positive environmental impacts
is known as "green marketing." Such a product or service must either be made in an ecofriendly way or be ecologically beneficial in and of itself. The promotion of sustainable or
eco- friendly goods, services or methods is known as green marketing. It involves
communicating a company's dedication to lessening its environmental impact and promoting
eco-friendly products or practices. Green marketing strategies are increasingly popular as
consumers awareness of environmental issues grows and businesses seek to differentiate
themselves in competitive markets. Green marketing strategies in the automobile industry are
essential as the sector faces increasing demand to lessen its environmental impact pressure
from consumers, authorities and environmentalists. The automobile industry in Punjab has a
diverse presence, from tractor manufacturing to two-wheelers and auto components and the
state plays a key role in the Indian automobile supply chain. While there are challenges, the
sector continues to grow, especially with emerging opportunities in electric vehicles and
exports. This research sought to offer empirical proof about consumer awareness towards
green marketing. 200 consumers in the Ludhiana district can provide the data. The
respondents and district are picked using the random sampling approach. The SPSS software
will be used to analyze the data. The study showed both men and women are indifferent
regarding the impact of education on the awareness level of consumers. It also shows that out
of various informational sources, television and radio plays a supreme role while on the other
hand sales persons play little a less role. The study examined the various informational
sources which aware the consumers about green marketing strategies. The study presented
above shows that both men and women are indifferent regarding the impact of education on
the awareness level of consumers. Additionally, it is seen that customers are significantly
affected by television and radio basically referred as broadcasting media in their awareness
level. In this regard, it might be suggested that the marketers should review its policies
because they have been found to be ineffective according to today’s scenario. It is
recommended that the marketers should review its policies meant to enhance the awareness
among consumers about green marketing strategies because they have been found to be
ineffective according to today’s scenario. Further, the more focus should be given to
employee training and education so as to develop eco- friendly skills among them.National Research Journal of Sales & Marketing Management ISSN No: 2349-512X
Volume No: 12, Issue No: 2, Year: 2025 (July-December) Peer Reviewed & Refereed Journal (IF: 6.95)
PP: 48-58 Journal Website www.nrjsmm.in
Published By: National Press Associates Page 49
© Copyright @ Authors
KEYWORDS: Consumer awareness, Environmental friendly, Green marketing, Planet
saving techniques

Paper Title:
DIGITAL PLATFORMS AND SOCIAL MEDIA STRATEGIES DRIVING GROWTH IN INDIAN STARTUPS: A DESCRIPTIVE STUDY
Author Name:
Aashima Jain
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17129986
Page No.:
59-71
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DIGITAL PLATFORMS AND SOCIAL MEDIA STRATEGIES DRIVING GROWTH IN INDIAN STARTUPS: A DESCRIPTIVE STUDY
Author: Aashima Jain

ABSTRACT
The rapid rise of startups in India has been closely linked to the adoption of digital platforms
and social media strategies. This paper examines how these tools have transformed
operations, marketing, and customer engagement, enabling startups to scale efficiently in a
highly competitive environment. Using a descriptive research design based on secondary
data, the study analyzes key literature, government initiatives, and case studies of leading
Indian startups including Flipkart, Paytm, PhonePe, CRED, Groww, Zomato, Swiggy, Ola,
OYO, Meesho, and Nykaa. The analysis highlights that digital tools such as AI, mobile apps,
and data analytics improve operational efficiency, while social media strategies enhance
visibility, brand recall, and customer trust at comparatively lower costs. At the same time,
startups face persistent challenges such as competition, customer acquisition costs, and
security risks. The findings suggest that technology, when combined with transparency, trust,
and community-driven engagement, can provide a sustainable growth model. The paper also
identifies a research gap, offering scope for further study in rural and underserved markets.
Keywords: Indian Startups, Digital Tools, Social Media Strategies, Startup Growth, Digital
Marketing

Paper Title:
EXPLORING WORKING WOMEN’S PERCEPTION TOWARDS DIETARY SUPPLEMENTS INTAKE: A CASE STUDY
Author Name:
Navleen Kaur & Shagundeep Kaur Batth
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17152910
Page No.:
72-82
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EXPLORING WORKING WOMEN’S PERCEPTION TOWARDS DIETARY SUPPLEMENTS INTAKE: A CASE STUDY
Author: Navleen Kaur & Shagundeep Kaur Batth

ABSTRACT
This study investigates working women's views on dietary supplement use, focusing on age,
income, marital status, and satisfaction levels to better understand their impact on usage
decisions and willingness to promote supplements.
A varied sample of working women from various age groups, economic categories, and
marital statuses took part in surveys and interviews, which revealed substantial correlations
between these variables and supplement consumption patterns.
First of all, age is associated with motivations for supplement consumption, with women
aged 25-35 preferring overall health improvement, while those aged 35-45 and 45-55
mention nutritional deficiencies and following medical advice.
Second, while there is a modest negative connection between income and supplement use
among women, its low significance requires caution in interpretation. Third, marital status
has little to no significant effect on supplement usage, implying that it plays a minor role in
decision-making.
Finally, higher levels of satisfaction with supplements correlate with a greater likelihood of
recommending them to others, demonstrating the role of satisfaction in advocacy.
In summary, these findings shed light on the complex elements that influence working
women's views and behaviors surrounding supplement intake. Understanding the roles of age,
money, and satisfaction is critical for promoting healthy habits within this cohort. More study
is needed to identify new characteristics and improve interventions aimed at optimizing
supplement use among working women.
Keywords- Dietary supplements, working women, balanced diet, nutrients, diet.

Paper Title:
A STUDY ON IMPACT OF SOCIAL MEDIA INFLUENCER CHARACTERISTICS ON CONSUMER PURCHASE INTENTION: A SEM APPROACH
Author Name:
Mamta Sambyal, Navpreet Kaur & Krishan Gopal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17165085
Page No.:
83-99
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A STUDY ON IMPACT OF SOCIAL MEDIA INFLUENCER CHARACTERISTICS ON CONSUMER PURCHASE INTENTION: A SEM APPROACH
Author: Mamta Sambyal, Navpreet Kaur & Krishan Gopal

ABSTRACT
Purpose: The purpose of this study is to empirically investigate the influence of social media
influencer characteristics on consumer purchase intention by employing a Structural
Equation Modeling (SEM) framework. By analyzing the multifaceted relationships between
specific influencer traits and consumer intentions, this research aims to provide a
comprehensive understanding of how influencer attributes shape consumers' decisions to
purchase products or services.
Design/methodology/approach: This study will adopt a quantitative research design. Data
will be collected through surveys distributed to a diverse sample of social media users. The
survey instrument will be designed to measure various social media influencer
characteristics, including authenticity, expertise, reliability, and trustworthiness. Participants
will also be queried about their recent purchase intentions influenced by social media content.
The collected data will be subjected to Structural Equation Modeling (SEM), a statistical
technique that allows for the assessment of complex relationships between latent variables.
SEM will help identify the direct and indirect effects of influencer characteristics on
purchase intention.
Findings: The results revealed that social media Characteristics have a significant Impact on
the Purchase Intention of users. Additionally, the sub-constructs have also shown a significant
impact on the Purchase Intention of the users like attractiveness, Expertise, Trustworthiness.
Practical implications: This study has two applications in real life. First, it will provide
businesses and marketers with useful information that will enable them to determine which
influencer traits are most effective at influencing consumer purchase intention. Utilizing this
information, businesses can create influencer marketing programs that are more successful
and generate a higher return on investment. Second, since consumers would have a greater
knowledge of the persuasive strategies used by social media influencers, they will be better
equipped to make purchases in a market where influencer content is abundant.
Originality/value: This study contributes to the field by offering a novel approach to
understanding the influence of social media influencers on consumer behavior. The
utilization of SEM to analyze the relationship between influencer characteristics and
purchase intention is a unique aspect of this research. The insights generated from this studyNational Research Journal of Sales & Marketing Management ISSN: 2349-512X
Volume No: 12, Issue No: 2, Year: 2025 (July-December) Peer Reviewed & Refereed Journal (IF: 6.95)
PP: 83-99 Journal Website www.nrjsmm.in
Published By: National Press Associates Page 84
© Copyright @ Authors
will advance the understanding of influencer marketing dynamics, providing a valuable
resource for academia, businesses, and consumers seeking to navigate the complex landscape
of digital marketing.
Keywords: Social Media Influencers, Influencer Characteristics, Consumer Purchase
Intention, Social Media Marketing, Authenticity & SEM

Paper Title:
PSYCHOLOGICAL IMPACT OF CLOTHING ON CONFIDENCE AND BODY IMAGE AMONG FEMALE STUDENTS
Author Name:
Parminder Kaur & Jatinder K Gaba
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17165180
Page No.:
100-102
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PSYCHOLOGICAL IMPACT OF CLOTHING ON CONFIDENCE AND BODY IMAGE AMONG FEMALE STUDENTS
Author: Parminder Kaur & Jatinder K Gaba

ABSTRACT
Clothing is more than a necessity; it serves as a powerful form of self-expression, identity,
and psychological influence, especially for young women. This study investigated how
clothing affects confidence levels and body image perception among female students.
Conducted among undergraduate learners at the Alpine Institute of Information
Technology, Moga, this qualitative study explores emotional associations with fashion
choices, peer influence, and the internalization of beauty standards. The findings indicate that
clothing plays a key role in shaping students’ confidence, mood and self-esteem. This study
advocates for fashion education that promotes body positivity and self-acceptance.
Keywords: Body image, confidence, self-esteem, fashion psychology, women students,
Alpine Institute, self-expression

Paper Title:
A STUDY ON IMPACT OF SOCIAL MEDIA ANALYTICS ON CONSUMER BUYING BEHAVIOR: A SYSTEMATIC REVIEW AND INTEGRATIVE ANALYSIS
Author Name:
Y. Kanaka Durga, K. Rohith, P. Yashveer & S. Akif
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17264829
Page No.:
103-112
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A STUDY ON IMPACT OF SOCIAL MEDIA ANALYTICS ON CONSUMER BUYING BEHAVIOR: A SYSTEMATIC REVIEW AND INTEGRATIVE ANALYSIS
Author: Y. Kanaka Durga, K. Rohith, P. Yashveer & S. Akif

ABSTRACT
Social media analytics (SMA) the collection, measurement, and analysis of user‑generated
content has reshaped how consumers discover, evaluate, purchase, and advocate for products.
This systematic review (2015–2025) synthesizes peer‑reviewed evidence on the effects of
sentiment/valence, electronic word‑of‑mouth (eWOM), influencer attributes, and engagement
metrics across the consumer journey (awareness, consideration, purchase, post‑purchase).
Guided by Stimulus‑Organism‑Response (S‑O‑R), Theory of Planned Behavior (TPB),
Technology Acceptance Model (TAM/UTAUT), and the Resource‑Based View (RBV), we
integrate meta‑analytic and econometric findings with field experiments to map mechanisms
and moderators. Results indicate robust links between eWOM volume/valence and sales or
purchase intention; creator credibility and fit improve attitudes and conversion; and
engagement behaviors predict loyalty and advocacy. We offer a unifying framework, a
35‑study evidence table, and a practitioner checklist for experimentation‑first,
privacy‑by‑design marketing, while noting limitations and open research questions.
Keywords: Social media analytics; consumer buying behavior; eWOM; influencer
marketing; sentiment analysis; engagement; social commerce; S‑O‑R; TPB; TAM; RBV.

Paper Title:
BLOCKCHAIN-ENABLED CRM: ENSURING SECURE TRANSACTIONS AND TRUSTWORTHY DATA VERIFICATION
Author Name:
Savanam Chandra Sekhar, Valicherla Poojith Pranav Mani Kanth, Dasam Pavan Mani Kumar, ⁠Pechetti Veera Mahesh Anand, ⁠Shaik Faheem
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17291691
Page No.:
113-123
View PDF Certificate
BLOCKCHAIN-ENABLED CRM: ENSURING SECURE TRANSACTIONS AND TRUSTWORTHY DATA VERIFICATION
Author: Savanam Chandra Sekhar, Valicherla Poojith Pranav Mani Kanth, Dasam Pavan Mani Kumar, ⁠Pechetti Veera Mahesh Anand, ⁠Shaik Faheem

ABSTRACT.
Customer Relationship Management (CRM) systems play a vital role in managing customer
interactions, yet conventional centralized architectures face persistent challenges such as data
breaches, lack of verifiable authenticity, and regulatory compliance complexities. Blockchain
technology, with its decentralized, immutable, and transparent properties, offers a promising
solution to enhance CRM security and trustworthiness. This study investigates the potential
of blockchain-enabled CRM by focusing on four key dimensions: fraud reduction, data
verification, system performance, and customer trust. A conceptual-analytical methodology
was employed, supported by simulated datasets to test hypotheses regarding blockchain’s
impact on CRM effectiveness. The results demonstrate significant improvements across all
dimensions: fraud reduction of 85%, data verification accuracy of 98%, only a modest 12%
increase in system latency (within operational thresholds), and a 92% improvement in
customer trust indices. These findings confirm blockchain’s ability to strengthen CRM
resilience against security threats, ensure tamper-evident data provenance, and foster greater
customer confidence. While the study highlights substantial benefits, it also acknowledges
limitations arising from simulated data and integration challenges such as scalability and
regulatory compliance. The research contributes to both theory and practice by offering
insights into blockchain-enabled CRM and providing a foundation for future empirical
investigations and real-world deployments.
Keywords: data security, decentralized systems, simulated datasets, smart contracts, trust
verification.

Paper Title:
EMOTION-AWARE ANALYTICS: THE NEXT FRONTIER IN CONSUMER INSIGHT
Author Name:
Kanaka Durga, G. Bhargavi, B.Teja, Ch. Jaswanth Roy & N.Bharath Nandan
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17302611
Page No.:
124-131
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EMOTION-AWARE ANALYTICS: THE NEXT FRONTIER IN CONSUMER INSIGHT
Author: Kanaka Durga, G. Bhargavi, B.Teja, Ch. Jaswanth Roy & N.Bharath Nandan

ABSTRACT
Emotions drive consumer decisions more than logic, yet traditional analytics often overlook
this dimension. With the rise of AI, sentiment analysis, facial recognition, and biometric
tracking, brands can now decode human emotions at scale. This paper explores whether
analytics can truly predict and interpret human feelings in a consumer context. It evaluates
technologies like emotion AI, voice analysis, and neuromarketing tools, examines their
commercial utility, legal and ethical boundaries, and proposes a research methodology to test
predictive accuracy and consumer perception. It also outlines the trade-offs between
emotional insight, privacy, and real-world applicability, ending with a roadmap for emotionaware but ethically-grounded marketing.
Key Words: Emotion AI, Sentiment Analysis, Neuromarketing, Consumer Behaviour,
Ethical Analytics

Paper Title:
OVERCOMING BARRIERS: AN ANALYTICAL STUDY ON THE ADOPTION AND IMPACT OF SELF-SERVICE BUSINESS INTELLIGENCE (BI) TOOLS IN SMALL AND MEDIUM-SIZED ENTERPRISES (SMES)
Author Name:
Irrinki Mohan Krishna, Dharba V K S S Tulasinadh, Garikparthi Sasank & Nettem Chakridhar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17304937
Page No.:
132-144
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OVERCOMING BARRIERS: AN ANALYTICAL STUDY ON THE ADOPTION AND IMPACT OF SELF-SERVICE BUSINESS INTELLIGENCE (BI) TOOLS IN SMALL AND MEDIUM-SIZED ENTERPRISES (SMES)
Author: Irrinki Mohan Krishna, Dharba V K S S Tulasinadh, Garikparthi Sasank & Nettem Chakridhar

ABSTRACT
A sweeping analytical framework has been developed in this study in order to analyze and
understand the critical barriers that give rise to the difficulty of adoption of Self-Service
Business Intelligence (SSBI) tools in Small and Medium-sized Enterprises (SMEs) and for
the subsequent evaluation of firm performance. Nowadays, data determines decision-making
for survival and growth, yet SMEs always lag behind their counterparts in using advanced
analytics. This paper argues that this gap is not just due to reasons of resource limitations but
is rather because of a more complex interaction of technological, organizational, and human
factors all of which existing technology adoption models do not sufficiently explain. Thus, an
integrated theoretical model is developed that merges the micro-level behavioral constructs of
the Technology Acceptance Model (TAM) with the macro-level contextual environment
discussed by the TechnologyOrganization-Environment (TOE) framework. This synthesis is
necessary to capture the unique interplay of user perception and organizational constraints
present in SMEs. A sequential explanatory mixed-methods research design is proposed to
ascertain the validity of this model empirically. The quantitative phase will begin with a
large-scale SME survey. The data collected shall be analyzed within a PLS-SEM framework
with the aim to testing the integrated adoption model and identifying the significant causal
paths. change). This work seeks to close a critical gap in the existing one by providing
nuance.
Keywords: Self-Service Business Intelligence (SSBI), Small and Medium-sized Enterprises
(SMEs), Technology Adoption, Adoption Barriers, Impact Analysis, Technology Acceptance
Model (TAM), Technology-Organization-Environment (TOE) Framework, Data
Democratization, Data Literacy.

Paper Title:
THE PSYCHOLOGICAL DYNAMICS OF SALESMANSHIP
Author Name:
Sankar Rajeev
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17422802
Page No.:
145-153
View PDF Certificate
THE PSYCHOLOGICAL DYNAMICS OF SALESMANSHIP
Author: Sankar Rajeev

ABSTRACT
The document highlights the importance of psychological awareness in the realm of sales,
contending that sales training ought to integrate psychological theories with communication
strategies to mitigate buyer anxieties. A coherent sequence of logical reasoning paired with
emotional involvement is recognized as an effective method for successfully finalizing
transactions. The personal development of the salesperson is underscored, suggesting that
sales training should not solely concentrate on tactics but also on personal growth and
mindset. The viewpoint of the salesperson significantly affects the purchasing decision.
Emotionally and cognitively engaging the buyer is essential for a successful sale. Personal
growth and self-awareness are vital components for achieving success in sales. Anticipatory
fear may hinder purchasing decisions. The psychological interplay between the salesperson
and the buyer plays a crucial role in determining sales effectiveness.
Keywords: Psychological Dynamics, Self-awareness, Mental Alignment, Fear, emotional
appeal.

Paper Title:
CUSTOMER RELATIONSHIP MANAGEMENT: CHALLENGES, ACHIEVEMENTS, AND FUTURE DIRECTIONS
Author Name:
Nitika Bhandari, Namrata Khairah & Suman Nayyar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17432425
Page No.:
154-162
View PDF Certificate
CUSTOMER RELATIONSHIP MANAGEMENT: CHALLENGES, ACHIEVEMENTS, AND FUTURE DIRECTIONS
Author: Nitika Bhandari, Namrata Khairah & Suman Nayyar

ABSTRACT:
In the rapidly evolving global economy, the Indian banking sector has experienced a major
transformation driven by technology and digital innovation. Modern banking products and
services especially credit cards and plastic money have become essential tools for financial
convenience, contributing significantly to economic growth and customer empowerment. The
Indian banking industry is currently navigating challenges such as reduced interest spreads,
high competition, and the constant emergence of new financial technologies. In this
environment, understanding customer attitudes and satisfaction toward credit cards has
become vital. This study focuses on evaluating the awareness, usage, and satisfaction levels
of credit cardholders, particularly analysing how technology has influenced banking
behaviour in India. The research highlights both the benefits and challenges of credit card
usage. Data was collected from selected bank customers through structured questionnaires
and interviews. Statistical tools were employed to assess variables such as frequency of card
use, authentication experiences, and overall satisfaction. Findings suggest that while credit
cards have increased financial inclusion and convenience, customer awareness and
responsible usage remain key factors for maximising their benefits. The study emphasises the
need for banks to continuously innovate and educate customers to ensure security,
satisfaction, and loyalty. In conclusion, credit cards play a crucial role in promoting cashless
transactions and financial modernisation in India. Strengthening customer trust, improving
service quality, and addressing system inefficiencies can further enhance the success of
digital banking initiatives.
Keywords: Customer Relationship Management, Customer Loyalty, CRM Implementation

Paper Title:
COMMUNICATING RESILIENCE: EVALUATING POLICY MESSAGING AND MARKET OUTREACH STRATEGIES TO MITIGATE FLOOD VULNERABILITY AMONG PUNJAB’S FARMERS
Author Name:
Advit Sethi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17452651
Page No.:
163-167
View PDF Certificate
COMMUNICATING RESILIENCE: EVALUATING POLICY MESSAGING AND MARKET OUTREACH STRATEGIES TO MITIGATE FLOOD VULNERABILITY AMONG PUNJAB’S FARMERS
Author: Advit Sethi

ABSTRACT
Agriculture in Punjab is increasingly exposed to flood-hazards due to intensified rainfall,
blocked drainage channels, and an ageing irrigation infrastructure. Floods not only destroy
standing crops but also deposit silt and sand, delay sowing, damage field infrastructure and
reduce future income potential. This study investigates the scale of flood-related losses
among farmers in Punjab, assesses their economic consequences and proposes a set of
economic and policy strategies aimed at reducing vulnerability. Drawing on recent floodimpact data from the 2025 events, academic vulnerability assessments and government
advisories, we estimate typical per-acre and per-hectare losses, identify structural weakness
in farm and state infrastructure and explore risk-sharing and diversion strategies. We argue
that without a proactive shift from relief to resilience—via improved drainage, parametric
insurance, livelihood diversification, collective marketing and integrated water
management—Punjab’s farming sector may suffer increasingly large economic setbacks from
floods.
Keywords: Flood vulnerability; Punjab agriculture; farm economics; drainage infrastructure;
crop-loss compensation; diversification; policy strategies.

Paper Title:
THE ROLE OF MARKETING FEEDBACK LOOPS IN CONTINUOUS PROCESS IMPROVEMENT
Author Name:
R.Meenambigai
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17588924
Page No.:
168-177
View PDF Certificate
THE ROLE OF MARKETING FEEDBACK LOOPS IN CONTINUOUS PROCESS IMPROVEMENT
Author: R.Meenambigai

ABSTRACT
In modern organisations, marketing feedback loops are becoming more and more important
for continuous process improvement. This research examines the impact of systematic
collection and utilisation of customer and market feedback on operational efficiency, process
outcomes, and employee perceptions across various departments. A quantitative research
design was utilised, comprising 311 participants from the marketing, operations, and
customer service departments. Data were gathered via a structured questionnaire,
concentrating on perceptions of feedback efficacy, feedback quality, and outcomes of process
enhancement. We used descriptive statistics, independent sample t-tests, and chi-square
analyses to look at the link between feedback mechanisms and process improvement. The
results show that most of the people who took part think that marketing feedback loops work
very well and that the quality of the feedback has a big effect on how well continuous
improvement projects work. The T-test results indicate that the frequent utilisation of
feedback loops and high-quality feedback correlate with elevated perceptions of process
improvement. Additionally, chi-square analysis reveals a robust correlation between feedback
quality and process outcomes. These results show how important it is to not only get
feedback but also make sure it is relevant, clear, and useful. The study underscores the
necessity for systematic feedback mechanisms, interdepartmental collaboration, and
alignment with recognised process improvement frameworks to optimise organisational
advantages.
Keywords: Marketing feedback loops, Continuous process improvement, Customer feedback
quality, Process outcomes, Organizational performance, Employee perceptions, Statistical
analysis.

Paper Title:
INFLUENCE OF MARKETING PRACTICES ON GROWTH AND SUSTAINABILITY OF RURAL MSMES IN SHIVAMOGGA DISTRICT: AN EXPLORATORY STUDY
Author Name:
Seema H. M. & Sarala K. S.
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17639737
Page No.:
178-189
View PDF Certificate
INFLUENCE OF MARKETING PRACTICES ON GROWTH AND SUSTAINABILITY OF RURAL MSMES IN SHIVAMOGGA DISTRICT: AN EXPLORATORY STUDY
Author: Seema H. M. & Sarala K. S.

ABSTRACT
Rural sector of Indian economy had a slow growth in business activities as it was heavily
dependent on traditional technology especially in agro-based enterprises. The conception of
Liberalisation, Privatization and Globalisation in India has transformed rural business
enterprises into dynamic and challenging with gradually raising their business income which
has improved the life quality of rural population of India. But, rural entrepreneurs still are
using traditional ways of marketing strategies while few are embracing modern technological
and digital marketing tools through innovative marketing practices. In this backdrop, the
current study is intended to analyse the influence of marketing practices on the growth and
sustainability of rural MSMEs in Shivamogga District, Karnataka State. For the study
purpose, four most important marketing practices were considered viz., opportunity focus,
pro-activeness, risk taking and innovativeness from the total of 90 sample rural enterprises by
using simple random sampling method. Rural entrepreneurs undertaking manufacturing and
service activities for 10 years were considered and trading activities were kept outside the
purview of the study. A well-structured questionnaire was used with the expertise for
quantitative information. Structural Equation Model (SEM) approach is applied for analysis
of the data. The study results indicate that pro-activeness, innovativeness, risk taking and
opportunity focus have moderate and significant impact on MSME Growth and Sustainability
in the selected sample.
Key Terms: Influence, Marketing Practices, MSMEs, Rural Entrepreneurship,

Paper Title:
A BEHAVIOURAL STUDY OF URBAN VS RURAL CONSUMERS TOWARDS ONLINE SHOPPING BEFORE AND DURING COVID-19 IN UTTAR PRADESH
Author Name:
Khushboo Zaidi & Neeraj Shukla
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17788309
Page No.:
190-202
View PDF Certificate
A BEHAVIOURAL STUDY OF URBAN VS RURAL CONSUMERS TOWARDS ONLINE SHOPPING BEFORE AND DURING COVID-19 IN UTTAR PRADESH
Author: Khushboo Zaidi & Neeraj Shukla

ABSTRACT
This research focuses on the behavioral disparities between the urban and rural consumers of
Uttar Pradesh with respect to the online shopping before and during the COVID-19
pandemic. With a descriptive and comparative research design, primary data were obtained
through structured questionnaires from 400 respondents located in both urban and rural areas.
Major variables incorporate frequency of online purchases, control over the selection of
products, digital literacy, and payment methods. The study points out considerable
differences in the adoption of online shopping, trust, barriers to usage, and thus the urbanrural digital divide is emphasized. These findings are likely to offer understanding to ecommerce platforms, authorities, and digital inclusion initiatives, thereby allowing the design
of precise strategies to improve online shopping access, comfort, and adoption among the
various consumer segments in Uttar Pradesh.
Keywords: Online Shopping, Consumer Behaviour, Urban vs Rural, COVID-19, Uttar
Pradesh, Perceived Risk, Digital Adoption

Paper Title:
A STUDY ON CONSUMER TRENDS TOWARDS ONLINE SHOPPING
Author Name:
Samiksha Kapoor, Sunanda Sharma, Amolakdeep Kaur & Vijender Noonwal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17854795
Page No.:
203-211
View PDF Certificate
A STUDY ON CONSUMER TRENDS TOWARDS ONLINE SHOPPING
Author: Samiksha Kapoor, Sunanda Sharma, Amolakdeep Kaur & Vijender Noonwal

ABSTRACT:
This study aims to investigate consumer trends towards online shopping and perceived risks
associated with it. Growth of Globalization and Digitalization has generated many positive
benefits for the people worldwide in terms of travelling and shopping. Products and services
are just one click away. Availability of wide range of products with customization, changed
lifestyle and discounts have made people prefer online shopping over offline one. With wide
variety of goods or services at their disposal the consumers can compare and choose the best
deals for themselves. Online shopping which refers to the process of buying goods directly
from seller without any third-party intermediation offers many advantages, however, there
are certain risks associated with them which caution the consumer during online shopping.
Keywords: Consumer, Online Shopping, Perceived risks.

Paper Title:
FINANCIAL LITERACY AND HOUSEHOLD INVESTMENT DECISIONS: A QUANTITATIVE ANALYSIS
Author Name:
Krutika Dignesh Patel
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17976360
Page No.:
212-216
View PDF Certificate
FINANCIAL LITERACY AND HOUSEHOLD INVESTMENT DECISIONS: A QUANTITATIVE ANALYSIS
Author: Krutika Dignesh Patel

ABSTRACT
This research paper investigates the influence of financial literacy on household investment decisions, with a particular focus on asset allocation and portfolio diversification. By examining empirical evidence from studies conducted in Mumbai area, the study evaluates how enhanced financial knowledge contributes to diversified investment portfolios and increased market participation. The analysis utilizes quantitative regression techniques and observation evaluations to assess these relationships. The findings are intended to inform policymakers, educators, and financial practitioners on the importance of financial literacy initiatives for improved financial outcomes.

Keywords: Investment Behavior, Financial Education, Household Finance,, Financial
Literacy.

Paper Title:
THE ROLE OF TRIPLE BOTTOM LINE–DRIVEN HRM IN ENHANCING EMPLOYEE PERFORMANCE IN BANKING SECTOR
Author Name:
Nusrat Wahab Khalife & Dr. Shraddha Vernekar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17976434
Page No.:
217-229
View PDF Certificate
THE ROLE OF TRIPLE BOTTOM LINE–DRIVEN HRM IN ENHANCING EMPLOYEE PERFORMANCE IN BANKING SECTOR
Author: Nusrat Wahab Khalife & Dr. Shraddha Vernekar

ABSTRACT:
This study investigates the impact of Triple Bottom Line (TBL) Human Resource
Management practices, Economic, Environmental, and Social, on the task performance and contextual performance of bank employees. With banking institutions increasingly aligning their HR strategies with sustainability principles, understanding how these practices influence employee behaviour and output has become essential. The research draws on TBL dimensions to examine how fair compensation, employee well-being initiatives, green HR policies, and socially responsible practices contribute to employees’ effectiveness in their core roles as well as their voluntary, supportive workplace behaviours. Through correlation analysis, regression modelling, and Structural Equation Modelling (SEM), the study provides a comprehensive empirical assessment of how TBL-driven HRM shapes performance outcomes in the banking sector. Findings reveal that economic HRM practices significantly
influence task performance, whereas social practices exert the strongest impact on contextual performance. Environmental practices, while important for organizational sustainability, demonstrate limited direct influence on employee performance metrics. The study highlights that social HRM practices, such as inclusiveness, employee support, and CSR-focused initiatives, play a pivotal role in encouraging organizational citizenship behaviour. Overall, the results underscore the need for banks to adopt a balanced TBL-oriented HRM framework that strengthens both employee productivity and sustainability-driven workplace culture.

Keywords: Triple Bottom Line (TBL), Banking, Task Performance, Contextual
Performance.

Paper Title:
THE IMPACT OF SOCIAL MEDIA AND INFLUENCERS IN INCREASING THE DEMAND FOR ORGANIC FOOD
Author Name:
Rashmi Sachan & Dr. Neeraj Shukla
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17976489
Page No.:
230-238
View PDF Certificate
THE IMPACT OF SOCIAL MEDIA AND INFLUENCERS IN INCREASING THE DEMAND FOR ORGANIC FOOD
Author: Rashmi Sachan & Dr. Neeraj Shukla

ABSTRACT:
Social media has transformed the way people access information, it has also become an extremely effective marketing and buying mechanism. With increasing inclination of
consumers towards health, wellness and environmental sustainability social media has
shaped many trends, growing interest in organic food is one of them. This includes the role of social media platforms and health-conscious and sustainability-minded influencers to educate consumers and promote organic products. This paper delves deeper, at how social media and influencers are driving a growing need for organic food. It underscores the ways that these digital channels impact consumer consciousness, awareness, and purchasing habits. This research analysis primary and secondary data to evaluate the impact of social media and influencers on the popularity of organic foods. The results show that health and nutrition
influencers, fitness and lifestyle coaches /influencers play an important role in convincing people to consume organic foods, especially among younger, tech-savvy consumers.

Keywords: Social Media, Influencers, Organic Food, Markets, Digital Marketing, Health,
Sustainability.

Paper Title:
INTEGRATING INDIAN TEXTILE HERITAGE WITH MODERN SUSTAINABLE FASHION DESIGN: A Study on Promoting Eco-Friendly and Culturally Rich Fashion in the 21st Century
Author Name:
Shagun Kakkar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18115519
Page No.:
239-254
View PDF Certificate
INTEGRATING INDIAN TEXTILE HERITAGE WITH MODERN SUSTAINABLE FASHION DESIGN: A Study on Promoting Eco-Friendly and Culturally Rich Fashion in the 21st Century
Author: Shagun Kakkar

ABSTRACT
The fashion industry today is increasingly under fire for being unsustainable and destructive — from the fast fashion rush to pollution and the rapid use of natural resources. On the other hand, India has a rich textile culture that brings to the table green alternatives developed over centuries with sustainable craft – block printing, handloom weaving, natural dying and traditional embroidery have deep cultural roots here. Modern technology for sustainable fashion and traditional Indian textile techniques, motifs and materials. This research investigates how modern sustainable fashion technology can integrate with India’s traditional textile techniques patterns and materials. In order to produce clothing that is both economically and environmentally responsible, the project will examine how traditional methods might be combined with sustainable 21st-century innovations including digital printing, waterless dyeing, and circular fashion design models. The study offers a conceptual framework in which traditional processes are improved by sustainable technology without endangering the livelihoods or cultural identity of artisans. With practical advice for designers, legislators, and corporate executives, this study advances the new subject of sustainable fashion. In addition to encouraging cultural preservation and strengthening local communities, it highlights how India's textile legacy contributes to the achievement of the Sustainable Development Goals (SDGs). According to the report, this
kind of integration provides a feasible route to a fashion sector in the digital age that is more ethical, ecological, and culturally diverse.

(Key words: Sustainable Fashion Systems, Indian Textile Heritage, Cultural Sustainability,
Circular Economy, Sustainable Development Goals (SDGs), Cultural Sustainability)

Paper Title:
CONSUMER BUYING BEHAVIOUR FOR HEALTH INSURANCE PLANS : A STUDY AMONG MIDDLE CLASS HOUSEHOLDS
Author Name:
Roshanpreet Kaur, Sehajdeep Singh & Muskan Chaudhary
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18182504
Page No.:
255-263
View PDF Certificate
CONSUMER BUYING BEHAVIOUR FOR HEALTH INSURANCE PLANS : A STUDY AMONG MIDDLE CLASS HOUSEHOLDS
Author: Roshanpreet Kaur, Sehajdeep Singh & Muskan Chaudhary

ABSTRACT
Health insurance is an essential financial safeguard, yet the decision-making process behind purchasing insurance plans varies significantly among middle-class households. This study investigates the key factors influencing consumer buying behavior when selecting health insurance plans. The research explores determinants such as income constraints, policy awareness, perceived financial risk, trust in insurance providers, previous medical experiences, and the growing role of digital platforms in decision-making. Surveys reveals key barriers to health insurance adoption, including affordability concerns, limited knowledge of policy benefits, and skepticism regarding claim settlements. Additionally, external influences such as peer recommendations, advertising, and governmental incentives play a crucial role in shaping consumer choices. Findings indicate that middle-class consumers prioritize affordability, comprehensive coverage, and an efficient claims process over brand reputation.
The study provides actionable insights for policymakers and insurance providers,
emphasizing the need for enhanced awareness campaigns, trust-building initiatives, and simplified policy structures. Recommendations focus on improving consumer education, leveraging digital marketing strategies, and ensuring transparent claim settlement processes to bridge the gap between consumer needs and available insurance solutions.

Keywords- Consumer behavior, health insurance, middle-class households, decision-making, affordability, policy awareness, digital platforms, claim settlement, trust in insurers, insurance adoption barriers.

Paper Title:
IMPACT OF LEVERAGE AND RISK EXPOSURE ON FINANCIAL PERFORMANCE IN SMES OF LUDHIANA
Author Name:
Chaksh Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18183622
Page No.:
264-274
View PDF Certificate
IMPACT OF LEVERAGE AND RISK EXPOSURE ON FINANCIAL PERFORMANCE IN SMES OF LUDHIANA
Author: Chaksh Sharma

ABSTRACT
The primary aim of this study is to examine the effect of leverage on risk exposure and
financial performance of Small and Medium Enterprises (SMEs) and commercial sector firms operating in Ludhiana. Leverage is analyzed through three dimensions, namely Degree of Operating Leverage (DOL), Degree of Financial Leverage (DFL), and Degree of Total Leverage (DTL), which serve as the independent variables of the study. Financial
performance and risk are measured using Return on Equity (ROE), Return on Assets (ROA), Return on Sales (ROS), Gross Margin (GM), and risk represented by variability in returns. Sales growth is incorporated as a control variable to account for firm-level expansion effects. The analysis is based on a three-year period covering 2021 to 2024, with a sample of 61 SMEs and commercial organizations located in Ludhiana. The study relies on secondary data obtained from financial statements and related records. Statistical analysis is carried out using SPSS version 20, and linear regression techniques are applied to assess the significance of relationships between leverage measures and performance indicators. The scope of this research is confined to SMEs and commercial sector firms in Ludhiana; therefore, the findings may not be generalized to other industries or regions. The study offers original empirical evidence by focusing specifically on leverage-related dynamics within SMEs and commercial enterprises in this important industrial city.

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