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Archives Volume-12, Issue-2, Year-2025(Special Issue)

TABLE OF CONTENTS

Special Issue Publication (Investigating the role of sustainability in Business Strategy, Decision-Making and Operation)

GUEST EDITORS

Tushar Batra (Assistant Professor, PG Department of Commerce and Bussiness Administration, Khalsa College, Amritsar)

Suman Nayyar (HOD, PG Department of Commerce and Management, Khalsa College for Woman, Amritsar)

Paper Title:
A COMPREHENSIVE STUDY ON THE DYNAMICS OF MANAGEMENT STRATEGIES IN THE GROWTH AND DEVELOPMENT OF THE ORGANISATION
Author Name:
Srinivasa Padmakar S & T. Sudhakar
Country:
India
DOI:
https://zenodo.org/records/17512621
Page No.:
01-13
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A COMPREHENSIVE STUDY ON THE DYNAMICS OF MANAGEMENT STRATEGIES IN THE GROWTH AND DEVELOPMENT OF THE ORGANISATION
Author: Srinivasa Padmakar S & T. Sudhakar

ABSTRACT
Management is a tool for the successful growth and development of an organisation. As
opined by Peter F. Drucker father of Modern Management., Management is life blood, and
oxygen to the corporate level business organisation. Continuous flow of healthy blood,
breathing fresh natural oxygen is very important for the survival of human beings. In the
same way, the healthy and best practices, timely decisions, strong determination, unity of
direction, unity of command and well- functioning, efficient human services monitoring,
action planning, healthy working culture, and inspiring motivational activities of management
etc., are very much required for the successful growth and development of organisation. The
efforts and activities of management are continuous in nature. And the existence of
management is a mandatory in the organisation since long time.
Management and administration lead the organisation towards the accomplishment of
objectives and predetermined goals. Management is a goal setter, trouble shooter. and target
achiever. In every modern corporate level business organisation like public sector Company
organisations, Joint stock Companies, and in even in multinational corporations, management
plays an important and significant role.
In this chapter, certain dynamic concepts of fundamentals of H. R. management thoughts,
strategies of workforce management, recruitment & selections, maximum utilisation of H. R.
Services administrative dimensions of management, functions, power of decision-making,
centralisation and decentralisation, delegation of powers, management by objectives and the
role of different streams of management, theories of management, X and Y theories nature
and speciality of scientific management- contributions of F.W. Taylor, Principles of
management drafted by Henry Fayal are the topics which were discussed., for the
conceptual understanding of U.G and P.G. level students of Commerce and management
course, as they are the targeted group of this chapter.
Keywords: (Mandatory., Determination, Dynamics, Centralisation and Decentralisation,
Targeted group, Multinational corporations., delegation of powers, scientific management,
management by objectives).

Paper Title:
THE CONVERGENCE OF ARTIFICIAL INTELLIGENCE AND CORPORATE RESPONSIBILITY: A STUDY ON CARBON EMISSION REDUCTION
Author Name:
Jasleen Kaur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17629379
Page No.:
14-23
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THE CONVERGENCE OF ARTIFICIAL INTELLIGENCE AND CORPORATE RESPONSIBILITY: A STUDY ON CARBON EMISSION REDUCTION
Author: Jasleen Kaur

ABSTRACT
Corporate social responsibility has become core component of business approach. It
integrates environmental, economic, social and ethical applications into business world. It
illustrates transformative breakthrough in business from generating profits to building long
term, enduring value for all stakeholders. Study discovers the joining of AI and CSR, and
analyzing the contribution of AI into ethical supply chain management, corporate
philanthropy, and corporate sustainability. Literature review of the study culminates the
theoretical frameworks, including Stakeholder theory, Triple Bottom Line, and Responsible
AI Ethics. This study adopts a qualitative research and analyzes data from five major
corporations – Unilever, Microsoft, Google, Amazon (AWS), and IBM to evaluate impact of
AI introduction on reduction of carbon emission. Findings of the study specifies the AIdriven solutions such as IoT based monitoring, predictive analytics, and machine learning
algorithms, that are used to reduce carbon footprints, optimize energy consumption, and
improve corporate governance. The paper draws the inference with theoretical, practice al,
and managerial implications, also offers insights into the future incorporation of AI in CSR.
Keywords: Artificial Intelligence (AI), Corporate Social Responsibility (CSR),
Environmental, Social, and Governance (ESG), Carbon Emission Reduction, Corporate
Accountability, Corporate Governance

Paper Title:
ANALYSIS OF CSR PRACTICES OF TOP 30 INDIAN COMPANIES
Author Name:
Nidhi Thakur, Amanjot Kaur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17647922
Page No.:
24-37
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ANALYSIS OF CSR PRACTICES OF TOP 30 INDIAN COMPANIES
Author: Nidhi Thakur, Amanjot Kaur

The aim of the current study is to empirically analyse the CSR practices of 30 top Indian
companies listed on the Bombay Stock Exchange during 2020–21. The CSR spending of
these companies is then compared with the previous year, with reference to the periods
before and during COVID-19. Thereafter, the Wilcoxon rank test is used to compare the
difference between the legislated percentage of average net profit and the amount actually
spent on CSR activities. It is found that the majority of the Indian companies (17 out of the
30) sampled companies spent more than the legislated percentage required under the
Companies Act, 2013, and a significant rise in CSR spending is observed after the COVID
period.
KEYWORDS: Corporate Social Responsibility (CSR); India; Net profits; COVID 19

Paper Title:
SOCIAL MEDIA ENGAGEMENT AND SUSTAINABLE CONSUMER BEHAVIOUR: A FACTOR-ANALYTIC STUDY OF PERCEPTION, TRUST, AND PURCHASE INTENT
Author Name:
Rajan Singh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17659838
Page No.:
38-46
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SOCIAL MEDIA ENGAGEMENT AND SUSTAINABLE CONSUMER BEHAVIOUR: A FACTOR-ANALYTIC STUDY OF PERCEPTION, TRUST, AND PURCHASE INTENT
Author: Rajan Singh

Social media has extensively altered the relationship between a brand and the consumer, and
has become one of the key stations to encourage sustainability within the environment. In the
face of the global issues like climate change and resource drain, consumers are also more
focused on eco-friendly values and have put brands under increased pressure to convey
authentic and transparent sustainability efforts. Although the importance of digital
sustainability communication is on the increase, there is a lack of empirical data on the extent
to which consumer experience related to social media-based sustainability content affects
attitudes, trust, and the actual behavioural intentions. This study explores the purpose of
social media in the concept of sustainable marketing and explores how various types of
interaction such as likes, comments, shares, and engagement in eco-friendly online challenges
influence consumer perception and behaviour. With a quantitative research design, 300-500
social media users who were exposed to sustainability related-content were used to collect
data. The descriptive statistics and Factor Analysis (PCA) were utilized in order to determine
the latent constructs that contribute to consumer responses. Results indicate that the key five
dimensions affect consumer engagement with sustainability content which includes:
Engagement with Content, Sustainability Perception, Purchase Intent, Brand Trust and
Authenticity, and Social Influence. Findings shows that although consumers have moderate
interaction with sustainability posts, increased interaction leads to greater positive views
about sustainability and the likelihood of making purchases on eco-product increases
substantially. The importance of transparent and credible communication with the end-user
was highlighted as brand authenticity and trust became the influential predictors of
sustainable behavioural intentions. Also, social influence, especially influencers and peer
networks, makes a considerable impact on pro-environmental decisions. Comprehensively,
the study demonstrates the promise of the social media towards becoming a driving force of
sustainability-based consumer behaviour and the need to make the digital communication
relevant, engaging, and value-based. The results provide useful recommendations to
marketers of the need to optimise a sustainable marketing strategy and help expand the
current understanding of digital sustainability, consumer engagement, and green behavioural
change.
Keywords: Social Media, Factor Analysis, Sustainability, Social Influence.

Paper Title:
DIGITAL PAYMENTS TRANSFORMATION: ADOPTION OF E WALLETS BY USERS
Author Name:
Suman Nayyar, Nitika Bhandari
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17760633
Page No.:
47-57
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DIGITAL PAYMENTS TRANSFORMATION: ADOPTION OF E WALLETS BY USERS
Author: Suman Nayyar, Nitika Bhandari

The adoption of mobile wallets in India has witnessed significant momentum, particularly
after the demonetisation initiative implemented by the Government of India in November
2016. This policy shift acted as a catalyst in transforming consumer payment preferences,
accelerating the movement toward a cashless economy. In addition, ongoing governmental
initiatives, such as Digital India and Unified Payments Interface (UPI) integration, continue
to encourage digital transaction behaviour among citizens and commercial entities.
The primary objective of this study is to investigate the determinants influencing the adoption
and intention to use mobile wallet services among customers and businesses in New Delhi.
The research further explores the rate of acceptance of mobile wallet systems among small
and medium-sized enterprises (SMEs) and identifies the most preferred wallet service
providers in the region. The Technology Acceptance Model (TAM) serves as the theoretical
foundation to examine behavioral factors related to the perceived usefulness, ease of use, and
intention to adopt mobile wallet technology.
This study contributes valuable insights for policymakers, Fintech providers, and business
stakeholders seeking to enhance mobile wallet penetration and improve user experience,
ultimately supporting India’s transition toward a digitally empowered financial ecosystem.
Keywords: mobile wallet adoption, Technology Acceptance Model (TAM), digital
payments, consumer behaviour, Fintech, cashless economy, India, Paytm, UPI, small
businesses

Paper Title:
SUSTAINABLE DIGITAL FINANCE: THE PROMISE AND CHALLENGES OF FINTECH IN PROMOTING FINANCIAL INCLUSION
Author Name:
Neeru Kapoor, Kamalpreet Kaur Sandhu
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17828179
Page No.:
58-67
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SUSTAINABLE DIGITAL FINANCE: THE PROMISE AND CHALLENGES OF FINTECH IN PROMOTING FINANCIAL INCLUSION
Author: Neeru Kapoor, Kamalpreet Kaur Sandhu

Financial Technology (Fintech) has emerged as a key driver of financial inclusion by
enabling access to formal financial services for large segments of India’s unbanked and under
banked population. In the post-2008 financial crisis era, Fintech innovations gained strong
momentum and have since reshaped the landscape of the Indian financial system. By
combining digital tools such as mobile applications, data analytics, cloud computing, and
blockchain with conventional banking practices, Fintech companies have created more
efficient, affordable, and user-centric financial solutions. These advancements have
significantly expanded the reach of financial services, especially in remote and rural regions
where traditional banking infrastructure remains limited.
Government programmes—including the Pradhan Mantri Jan Dhan Yojana (PMJDY),
Pradhan Mantri Mudra Yojana (PMMY), Pradhan Mantri Vaya Vandana Yojana (PMVVY),
Aadhaar-linked services, and the Unified Payments Interface (UPI)—have further accelerated
this progress. Fintech firms actively support these initiatives by improving digital
onboarding, automating service delivery, enhancing transparency, and lowering transaction
barriers. As a result, digital payments, micro-credit, insurance, and savings products have
become more accessible to diverse socio-economic groups.
However, the Fintech sector also faces several hurdles. Digital illiteracy, inconsistent internet
connectivity, cyber security vulnerabilities, data privacy concerns, and regulatory constraints
limit its ability to fully transform the financial inclusion landscape. Additionally, low
consumer trust and reluctance to adopt digital tools create further barriers. Overcoming these
challenges will require collaborative policy frameworks, robust digital infrastructure,
consumer awareness programs and responsible technology deployment.
Overall, while Fintech possesses immense potential to deepen financial inclusion in India,
realizing this promise demands a balanced approach that embraces innovation while ensuring
safety, accessibility, and equity for all users.

Paper Title:
SOCIAL MEDIA MARKETING STRATEGIES FOR ENGAGING GIG ECONOMY WORKERS: A FACTOR ANALYSIS APPROACH
Author Name:
Diya Mahajan
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17875083
Page No.:
68-78
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SOCIAL MEDIA MARKETING STRATEGIES FOR ENGAGING GIG ECONOMY WORKERS: A FACTOR ANALYSIS APPROACH
Author: Diya Mahajan

The emergence of the gig economy has changed labour participation, especially the ones
operated on the digital platform whose main communication and marketing channel is the
social media. This study discusses the most important variables affecting the use of social
media among gig workers in Amritsar and its environs as it applies to people who work in
Indian startups that include Swiggy, Zomato, Ola, and Uber. A quantitative exploratory
research design was adopted and 200 active gig workers were interviewed by use of a
structured questionnaire. Based on the Exploratory Factor Analysis (EFA), five dimensions of
engagement were found, namely Content Relevance and Personalization, Community
Building and Peer Support, Trust and Platform Credibility, Rewards and Incentives, and Two
Way Communication and Feedback. All these factors accounted 83 percent of the total
variance and the values of Cronbach alpha were higher than 0.78, which is high reliability.
The results show that gig workers are the most sensitive to personalized, open, and
community-based social media content, and reward-based and interactive communication
helps increase engagement. The study would add to the body of rapidly increasing literature
on digital marketing in the gig economy because it would present an empirically tested
framework, oriented toward the Indian context. It is also a sensible guide to platform makers
and marketers as to how to create effective, trust based and participative social media
strategies in order to ensure long term worker engagement.
Keywords: gig economy, Digital Marketing, Peer Support

Paper Title:
THE DARK SIDE OF ALGORITHMIC VISIBILITY: THE STRATEGIC RISKS OF OVER-OPTIMIZATION OF SOCIAL MEDIA RECOMMENDATIONS TO SMALL BUSINESSES.
Author Name:
Komal Gupta, Pahrul Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17893573
Page No.:
79-87
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THE DARK SIDE OF ALGORITHMIC VISIBILITY: THE STRATEGIC RISKS OF OVER-OPTIMIZATION OF SOCIAL MEDIA RECOMMENDATIONS TO SMALL BUSINESSES.
Author: Komal Gupta, Pahrul Sharma

Social media is dependent on recommendation engines that highly influence the way algorithm links corporations with clients. Therefore, numerous small business endeavors attempt to streamline their content and their activities to align them with such algorithms. In this research, the authors emphasize the hazards that may be attributed to the extreme of such optimization.
The study identifies a gap in the existing literature by explicitly focusing on small businesses, conceptualizing over-optimization in strategic risk, and describing the lived experience of changes in visibility. These findings suggest that relying too heavily on algorithmic visibility may threaten a brand's future goals, make it more vulnerable to platform changes, and cause emotional stress that leads to a reactive approach. The implications for small business strategies and future research directions are studied.
Keywords: algorithmic visibility, social media, small business, over-optimization, recommendation systems, strategic risk.

Paper Title:
MARKETING DYNAMICS OF PUNJAB’S TEXTILE INDUSTRY: CHALLENGES AND OPPORTUNITIES
Author Name:
Parth Seth
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18397999
Page No.:
88-95
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MARKETING DYNAMICS OF PUNJAB’S TEXTILE INDUSTRY: CHALLENGES AND OPPORTUNITIES
Author: Parth Seth

ABSTRACT
The Punjab textile industry has historically been a cornerstone of India’s textile sector,
renowned for its woolens, cotton fabrics, and hosiery products. In recent years, the industry has faced increasing competition both domestically and internationally, necessitating a stronger focus on marketing strategies to sustain growth. This paper examines the marketing dynamics of Punjab’s textile sector, analyzing consumer behavior, market segmentation, branding initiatives, pricing strategies, and distribution channels. It highlights the challenges faced by small and medium enterprises, including limited brand recognition, supply chain inefficiencies, and digital adaptation barriers. Simultaneously, the paper identifies opportunities in global exports, e-commerce, niche product segments, and design innovations. By integrating a marketing perspective, the study underscores the importance of strategic marketing practices for enhancing competitiveness, fostering brand value, and expanding market reach, ensuring the continued relevance of Punjab textiles in the global market.

Keywords: Punjab textile industry, marketing strategies, consumer behavior, branding,
market segmentation, export opportunities, digital marketing, supply chain challenges,
hosiery, woolens.

Paper Title:
EXPLORING THE ROLE OF EDUCATIONAL TECHNOLOGY (EDTECH) IN EMPLOYEE TRAINING AND DEVELOPMENT
Author Name:
Medha Gupta
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18398025
Page No.:
96-104
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EXPLORING THE ROLE OF EDUCATIONAL TECHNOLOGY (EDTECH) IN EMPLOYEE TRAINING AND DEVELOPMENT
Author: Medha Gupta

The growing nature of educational technology (EdTech) has changed the way training and development among employees has been conducted by providing flexible and engaging learning environments through the use of technology. This study has examined how EdTech can increase employee learning engagement, training satisfaction and skill perception in the case of an organizational setup. The quantitative and descriptive-correlational research design was selected as the best choice to investigate the relationships between the perceptions of EdTech usefulness, engagement, satisfaction, and professional growth of the employees. The data has been gathered among employees who were working in organizations that had adopted training programs based on technology. The perceptions of the participants were measured using a structured questionnaire and its reliability was ensured by high internal consistency score. The results showed that the overall impression of employees was favourable about the training supported by EdTech and that technology is a useful method to enhance the learning process. The results of the correlation showed that there were strong positive associations between perceived usefulness of EdTech, engagement, and satisfaction, and skill improvement. The research has come to the effect that EdTech is a crucial strategic source of employee education and professionalism, encouraging increase in engagement, satisfaction, and perceived competency among the staff. It also highlighted the role played by organizational support, leadership engagement, and digital capacity-building measures in maximizing technology to enable uninterrupted learning of workforce and organizational development.
Keywords: Edtech, Training, Development, Technology.

Paper Title:
ROLE OF GENAI-POWERED CODE ASSISTANTS IN ACCELERATING DEVELOPER ONBOARDING & TRAINING IN IT FIRMS
Author Name:
Nandani Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18465250
Page No.:
105-114
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ROLE OF GENAI-POWERED CODE ASSISTANTS IN ACCELERATING DEVELOPER ONBOARDING & TRAINING IN IT FIRMS
Author: Nandani Sharma

This study has discussed how Generative AI (GenAI)-based code assistants, including GitHub Copilot, ChatGPT, and Amazon Code Whisperer, can improve the process of onboarding developers and their training in information technology companies. The study was designed to understand the relationship between the application of AI tools, learning performance, and usefulness, and the overall onboarding in software developers. Quantitative, cross-sectional design has been used and the information gathered using an online structured questionnaire, 150 developers in medium and large organizations in the field of IT were sampled. The data were evaluated with the tools of the descriptive statistics, correlation, reliability testing and multiple regression analysis using the IBM SPSS Statistics. The findings revealed that the AI usage and onboarding performance were positively related, and the relationship was significant (b = 0.412, p < .001), meaning that the high frequency of the GenAI tools use increased the speed of the onboarding process and code output. The positive influence of learning effectiveness (b = 0.298, p <.001) and perceived usefulness (b = 0.204, p =.007) also brought a significant positive effect on the performance of developers. It was also confirmed that GenAI-powered assistants significantly contribute to the enhancement of training efficiency and the shortening of learning time as a result of the ability to describe onboarding outcomes explained by the regression model by 54%. The results of the study were that AI-assisted code assistants are an effective cognitive or learning assistant that positively contribute to the accommodation, confidence, and acquisition of skills in developers during the onboarding process. These results give practical implications to IT companies that want to adopt AI-related learning in their developer training courses and reveal how GenAI technologies can influence the future of software engineering training and the workplace.
Keywords: Generative AI, Training, IT Companies, ChatGPT.

Paper Title:
EVALUATING THE ROLE OF UPSKILLING AND RESKILLING PROGRAMS IN REDUCING THE DIGITAL SKILL GAP IN INDIAN IT COMPANIES
Author Name:
Shivani Raina , Payal Sharma Upadhyay
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18618675
Page No.:
115-126
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EVALUATING THE ROLE OF UPSKILLING AND RESKILLING PROGRAMS IN REDUCING THE DIGITAL SKILL GAP IN INDIAN IT COMPANIES
Author: Shivani Raina , Payal Sharma Upadhyay

With the rapid development of digital technologies, the minimum skill levels required within the information technology (IT) sector have changed, and this has increased concerns regarding the digital skill gap for employees of IT companies based in India. Consequently, companies have started implementing upskilling and reskilling programmes in order to improve the adaptability of their employees and to gain/maintain a competitive edge in the market. This study aimed to assess the impact of upskilling and reskilling programmes in closing the digital skill gap within the IT sector in India. A research design was quantitative and descriptive-correlational in nature, and the data collection technique involved the administration of a sufficiently structured questionnaire to IT professionals employed in the mid and large tier IT companies in India. Statistical analysis was done using descriptive statistics and correlation statistics. The outcomes of the study revealed that there were positive relationships that were statistically significant between digital skill competency and the level of participation in both upskilling and reskilling programmes, and, also, between digital skill gap and the level of participation in both upskilling and reskilling programmes. Furthermore, there was a very high correlation between the competency of digital skill and the perceived reduction of digital skill gap, which indicated that proficiency in digital skills coupled with the confidence and preparedness to adapt to any rapid change in technology. Additionally, the statistical relationship findings also showed that, regardless of their educational level and professional experience, participants of upskilling and reskilling programmes perceived having these attributes sufficiently, which confirms the structured learning continuum. The study has found that programmes for upskilling and reskilling are especially effective in bridging the digital skills gap in Indian IT businesses. The results highlight the need for integrating strategies for continual learning into organisational and systemic skill development to prepare workers for the digital economy.
Keywords: Digital Technology, Informational Technology, Upskilling, Skill Development.

Paper Title:
HOW EMPLOYEE EXPERIENCE DRIVES CUSTOMER EXPERIENCE AND BRAND PERFORMANCE: AN INTEGRATED HR MARKETING MODEL
Author Name:
Swati Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18668839
Page No.:
127-135
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HOW EMPLOYEE EXPERIENCE DRIVES CUSTOMER EXPERIENCE AND BRAND PERFORMANCE: AN INTEGRATED HR MARKETING MODEL
Author: Swati Sharma

This study examines how employee experience can create customer experience and brand performance in service-based organizations, and puts forward combined HR-Marketing conceptualization. Based on a qualitative research design, the data were gathered with the help of semi-structured interviews with employees and customers with the assistance of document analysis of HR policies and organizational practices. The NVivo thematic analysis showed that engagement, empowerment, recognition, and development affect employee quality of interactions with the customers directly and have an effect on the customer satisfaction, trust, loyalty, and brand advocacy. It has been established that organizational support and culture are the key enablers that provide employees with better ability to offer better service. The results confirm the mediating role of customer experience in the interrelations between employee experience and brand performance and have shown some mechanisms about how internal HR strategies can provide external marketing results. This study can be considered as a theoretical contribution to the study of HR-Marketing integration because it contributes to the development of knowledge and understanding of how organizations may consider employee experience initiation as important to their customer and brand goals. Research and managerial implications are presented in the future.
Keywords: Hr-Marketing, Brand Advocacy, Loyalty.

Paper Title:
UNDERSTANDING THE DRIVERS OF COUNTERFEIT PRODUCT CONSUMPTION: PRIMARY DATA EVIDENCE FROM AMRITSAR
Author Name:
Deepak Devgan
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18711307
Page No.:
136-147
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UNDERSTANDING THE DRIVERS OF COUNTERFEIT PRODUCT CONSUMPTION: PRIMARY DATA EVIDENCE FROM AMRITSAR
Author: Deepak Devgan

The ease with which counterfeit products can be made and sold poses both an ethical dilemma and an economic challenge to international and local marketplaces. This study examines what drives consumer behaviour regarding the purchase of counterfeit products in Amritsar District, India. Five determinants were selected to be the basis of the research: consumer price sensitivity, brand loyalty, ethical concern, and social influence. The study is quantitative and regression based. Primary research data were obtained from 300 respondents via a structured questionnaire. Among the variables under analysis, social influence and price sensitivity were the greatest positive contributors to the purchase of counterfeit products. This pointed to social and economic drivers as the primary motivators in the consumption of counterfeit products. Conversely, brand loyalty, ethical concern, and perceived risk acted in opposition by restricting the intentional purchasing of counterfeit products. This pointed to the moral and psychological factors of concern revealing possible low quality and social stigma which inhibit purchasing counterfeit products. Economically driven and socially controlled behaviour were the primary motives for the consumption of counterfeit products in Amritsar with little to no restrictions in the domain of brand loyalty or ethical concern. The study elaborates on the applicability of the Theory of Planned Behaviour and Social Identity Theory to understand the consumption of counterfeit products in emerging markets. By highlighting the importance of the consumer education, provision of genuine products at reasonable prices, and the enforcement of regulations to anti-counterfeiting, it also outlines the considerations for marketers and policy makers.
Keywords: Counterfeit, Theory of Planned Behaviour, Consumer Behaviour, Social Identity Theory.

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