Designing A Sustainable Comprehensive Health Hub Model For Urban Communities: An Integrated Framework For Accessible, Preventive, And Smart Healthcare Systems
Authors: Shankey Yadav, Dr.Ravikant Jaiswal
Abstract: Rapid urbanization, population density, lifestyle-related disorders, and unequal healthcare accessibility have intensified the demand for integrated and sustainable healthcare systems in urban communities. This study proposes a Sustainable Comprehensive Health Hub (SCHH) model designed to address preventive, curative, rehabilitative, and digital healthcare needs within urban environments. The research integrates principles of sustainability, public health management, smart healthcare technologies, and community-centered service delivery to formulate an inclusive healthcare infrastructure framework. A mixed-method research design was adopted, combining qualitative insights from healthcare professionals and quantitative survey responses collected from 320 urban residents across metropolitan regions. Statistical tools including regression analysis, factor analysis, and correlation analysis were applied to examine relationships between healthcare accessibility, digital integration, environmental sustainability, and patient satisfaction. Findings indicate that accessibility, telemedicine integration, preventive health awareness, and green infrastructure significantly influence community health outcomes and healthcare utilization efficiency. The proposed SCHH model demonstrates strong potential for reducing healthcare disparities, optimizing operational costs, and enhancing urban public health resilience. The study contributes to healthcare management literature by offering a scalable and policy-oriented framework suitable for smart cities and sustainable urban development agendas. The research further recommends multi-stakeholder collaboration, digital healthcare expansion, and public-private partnerships for successful implementation. This model may assist policymakers, urban planners, healthcare administrators, and sustainability practitioners in developing resilient urban healthcare ecosystems aligned with future healthcare demands.
DOI: https://doi.org/10.5281/zenodo.20200564
To Study the Reward and Recognition Practices on Employee Motivation and Performance with Reference To it Industry in Pune Region
Authors: Miss. Namrata Vilas Bhatkar, Prof. Asif Naikawadi
Abstract: This study focuses on understanding how reward and recognition practices affect employee motivation and performance in the IT industry in Pune. In today’s highly competitive work environment, organizations need to keep their employees motivated in order to improve productivity and retain skilled talent. Reward and recognition play a key role in this process by encouraging employees to perform better and stay committed to their work. The study looks at different types of rewards, including monetary benefits like salary, bonuses, and incentives, as well as non-monetary recognition such as appreciation, awards, and promotions. It examines how these factors influence employees’ motivation levels. The research also highlights the benefits of effective reward systems, such as improved job satisfaction, increased productivity, and stronger employee engagement. At the same time, it points out certain challenges, including lack of fairness, transparency, and delays in recognizing employees’ efforts. The data for this study was collected through questionnaires from IT employees in Pune. The findings suggest that both rewards and recognition have a positive impact on employee motivation and performance. However, most employees prefer a balanced combination of financial and non-financial rewards. Overall, the study concludes that well-designed reward and recognition practices help organizations enhance performance, reduce employee turnover, and build a positive and supportive work environment. Keywords: Reward, Recognition, Employee Motivation, Employee Performance, IT Industry, Pune
DOI: http://doi.org/10.5281/zenodo.20202541
“A Study On Personal Financial Planning And Saving Behaviour Of Salaried Employees”
Authors: Shweta Santosh Doke, Prof. Bhaskar Lendave
Abstract: This study examines the personal financial planning and saving behaviour of salaried employees, focusing on how individuals manage their income, expenses, investments, and future financial security. The primary objective is to understand the level of financial awareness, saving patterns, and investment preferences among salaried individuals. The study also explores factors influencing financial decisions such as income level, age, education, financial literacy, and risk tolerance. Data for the study is typically collected through structured questionnaires and analyzed using basic statistical tools to identify trends and patterns in saving and investment behaviour. The findings indicate that while most salaried employees recognize the importance of financial planning, many lack a structured approach to budgeting, saving, and investing. A significant portion prefers traditional saving instruments like bank deposits, while awareness and participation in modern investment options such as mutual funds and equity markets remain moderate. The study highlights the need for improving financial literacy and encouraging disciplined financial planning practices among salaried employees. It concludes that effective personal financial planning not only enhances financial security but also helps individuals achieve long-term goals such as retirement planning, wealth creation, and emergency preparedness.
DOI: https://doi.org/10.5281/zenodo.20203496
To Study the Impact of Remote and Hybrid Work Culture on Employee Productivity and Work-Life Balance
Authors: Miss. Apurva Dargude, Prof. Asif Naikawadi
Abstract: The main aim of this study is to understand how remote work and hybrid work culture affect employee productivity and work-life balance. After COVID-19, many companies shifted to work-from-home and hybrid models. This study examines whether employees are more productive at home or office and how their personal life is affected. The research also identifies benefits like flexibility, time saving, and comfort, as well as challenges like stress, lack of communication, and work-life imbalance. The study is based on survey data collected from employees of different age groups. The findings show that while remote and hybrid work improve flexibility and reduce travel stress, they also create challenges in maintaining boundaries between work and personal life. The study concludes that hybrid work is the most balanced approach for employees and organizations.
DOI: http://doi.org/10.5281/zenodo.20204068
Risk And Return Analysis Of Selected Equity Stocks In The Indian Securities Market
Authors: Sampada Santosh Parab, Prof.Jaymala Katkar
Abstract: The Indian securities market plays a crucial role in channelling capital between investors and corporations, driving economic growth. Equity investments, though capable of generating high returns, carry inherent risks due to market fluctuations and company specific factors. This study, titled “Risk and Return Analysis of Selected Equity Stocks in the Indian Securities Market,” quantitatively examines the performance of large cap equities using historical data from the NSE. Employing a descriptive and analytical approach, the research utilizes secondary data and applies statistical measures such as mean return, standard deviation, and beta to evaluate profitability, volatility, and systematic risk. The analysis provides insights into the relationship between risk and return, helping investors and researchers make informed decisions. Overall, the study contributes to understanding equity behavior in India’s evolving capital market.
DOI: http://doi.org/10.5281/zenodo.20228458
Agriculture – Driven Rural Transformation: Trends, Opportunities, And Challenges
Authors: Dr. C. Chitra, Dr. P. Vijayashree
Abstract: Agriculture and rural transformation is a comprehensive process that involves shifting from subsistence farming to commercial and more productive agricultural systems, which in turn drives broader economic and social changes in rural areas. This transformation includes developing the rural non-farm economy through activities like agri-processing, creating local markets, and improving infrastructure to create jobs and diversify rural incomes beyond traditional farming. Ultimately, it aims to reduce poverty, enhance food security, and improve the overall socio-economic status of rural communities.
DOI: http://doi.org/10.5281/zenodo.20229207
Compensation Fairness and Employee Retention
Authors: Soniya Rana, Ms. Shruti Rawat
Abstract: Compensation fairness is increasingly recognized as a critical determinant of employee retention in contemporary organizations. This research paper investigates the relationship between perceived compensation equity and employee retention rates across the corporate sector. Drawing upon secondary data from industry surveys, HR analytics reports, and peer-reviewed literature spanning 2020 to 2025, the study explores how equitable pay structures, transparent compensation policies, and competitive benefits packages influence an employee's decision to remain with or leave an organization. The findings suggest that organizations with structured pay equity frameworks report 28 percent lower voluntary turnover compared to industry peers. Theoretical foundations of equity theory, expectancy theory, and the total rewards model are applied to evaluate current compensation practices and their effectiveness in retaining talent. The paper further identifies key dimensions of compensation fairness — including internal equity, external competitiveness, and procedural transparency — as central pillars of sustainable retention strategies. Recommendations are provided for HR practitioners seeking to align compensation architecture with long-term workforce stability goals.
DOI: http://doi.org/10.5281/zenodo.20232066
Consumer Behavior Prediction Using Explainable AI Models
Authors: A. Helen Nithya, V Shanmugasundaram
Abstract: The deployment of black-box AI models to predict consumer behavior has created an inherent trade-off between predictive performance and interpretability. In this paper, we propose a framework for consumer behavior prediction based on XAI models to overcome the challenge of providing reliable, interpretable, and actionable analytics in marketing. By conducting empirical studies involving 500,000 instances of consumer behavior on datasets from e-commerce and banking sectors, we examine the comparative performance of four XAI approaches – LIME, SHAP, IG, and Decision Trees – relative to conventional black-box approaches including Random Forest, XGBoost, and Neural Networks. Our findings show that SHAP provides the best prediction accuracy (92.3%) and explains decisions made using it by exhibiting better explainability levels (92% explanation accuracy for consumer decision prediction at 80-20 split ratio between training and testing sets). Product category features were found to be predominant in making predictions about purchases, and the LIME approach yielded explanations in line with marketing knowledge.
DOI: https://doi.org/10.5281/zenodo.20233483
A Study On Candidate Preferences And Job Selection Behaviour In The IT Industry
Authors: Nikita Rajendra Gavhane, Prof. Chetan Neman
Abstract: The Information Technology (IT) industry is one of the most dynamic and rapidly growing industries in the modern world. The success of organizations in this sector depends heavily on attracting, selecting, and retaining talented employees. This research paper focuses on understanding candidate preferences and job selection behaviour in the IT industry. The study identifies major factors affecting job selection such as salary, organizational culture, work-life balance, career growth, job security, flexibility, and employer branding. The paper highlights how candidates compare multiple job opportunities before making employment decisions. It also explains how technological advancement and changing employee expectations have transformed recruitment practices in the IT sector. The research is descriptive in nature and is based on secondary data collected from journals, HR reports, recruitment surveys, books, and online sources. The findings reveal that modern IT professionals value flexibility, career advancement, positive workplace culture, and learning opportunities in addition to financial benefits. Organizations that adopt employee-friendly policies and strong employer branding strategies are more successful in attracting and retaining skilled professionals.
DOI: https://doi.org/10.5281/zenodo.20234444
A Study on Digital Transformation in Commerce: AI as a Driver of Innovation in Coimbatore
Authors: Assistant Professor Mr. M. Eknath Prasath, Ms. R. Maheshwari
Abstract: The rapid advancement of digital technologies has transformed the global commercial landscape, with Artificial Intelligence (AI) emerging as a key driver of innovation. This study examines the role of AI in accelerating digital transformation within the commercial sector of Coimbatore, a prominent Tier-II city in India. It explores the level of AI adoption, its impact on business performance, and the challenges faced by enterprises. Using a mixed-method approach, the study highlights how AI enhances operational efficiency, customer experience, and competitive advantage while identifying barriers such as cost, lack of expertise, and limited awareness. The twenty-first century has witnessed an unprecedented wave of digital transformation that has redefined the way businesses operate, compete, and deliver value. At the heart of this transformation lies Artificial Intelligence (AI), a disruptive technology that is fundamentally altering the contours of commerce across the globe. From automating routine operations to enabling hyper-personalised customer experiences, AI has emerged as a pivotal force in reshaping commercial ecosystems. India, as one of the fastest-growing digital economies in the world, has experienced a dramatic shift in its commercial landscape. Tier-II cities, in particular, has become vibrant hubs of entrepreneurial activity and technological adoption. Coimbatore often referred to as the 'Manchester of South India,' exemplifies this transformation. Renowned for its robust manufacturing base, thriving textile industry, and a burgeoning start-up culture, Coimbatore has increasingly embraced digital tools and AI-driven solutions to enhance business competitiveness.
A Study on Effectiveness of Content Marketing with Special Reference to Mastermind Techno Solution
Authors: Assistant Professor Ms. Abinaya J, Manikandan K
Abstract: In today's rapidly evolving digital landscape, content marketing has emerged as one of the most powerful strategies for businesses to attract, engage, and retain customers. Mastermind Techno Solution, a technology-driven enterprise, has adopted content marketing as a core component of its digital outreach strategy. This study aims to evaluate the effectiveness of content marketing practices employed by Mastermind Techno Solution and examine how these efforts influence brand visibility, customer engagement, lead generation, and overall business growth. The research employs a descriptive and analytical research design, using both primary and secondary data sources. A structured questionnaire was administered to 100 respondents, comprising customers, clients, and digital marketing professionals associated with the company. The findings reveal that content marketing significantly enhances brand awareness and fosters customer trust. However, inconsistencies in content frequency and limited multimedia integration were identified as areas for improvement. The study concludes with actionable recommendations to optimize content marketing strategies for sustained competitive advantage.
A Study on Students’ Online Buying Behaviour Influenced by Facebook
Authors: Assistant Professor Ms. Nandhini, R, Mr.Noyal Mathew
Abstract: In today's digital era, social media platforms have become powerful influencers of consumer behaviour, particularly among the student community. Facebook, being one of the most widely used social networking platforms in India, plays a significant role in shaping students' purchasing decisions through advertisements, peer recommendations, sponsored posts, and marketplace features. This study explores the impact of Facebook on the online buying behaviour of students, focusing on factors such as social influence, product awareness, peer reviews, and promotional offers. The research analyses the frequency of Facebook usage, the nature of purchases made, and the degree to which Facebook content drives buying decisions among college students. The findings reveal that Facebook significantly influences product discovery and purchase intent among students, while also highlighting concerns related to trust, product quality, and data privacy. The study provides strategic recommendations for businesses targeting the student demographic through Facebook marketing.
A Study on Customer Satisfaction and Buying Behaviour Towards the Selected Herbal Products with Special Reference to Coimbatore District
Authors: Ms. Nandhini. R, Mr.Nikhil Joy
Abstract: The global shift towards natural and chemical-free lifestyles has fuelled an unprecedented surge in demand for herbal products across India. Coimbatore district, known for its vibrant commercial culture and health-conscious population, represents a significant market for herbal products ranging from personal care and wellness supplements to herbal food and beverages. This study examines customer satisfaction levels and buying behaviour towards selected herbal products among consumers in Coimbatore district. The research investigates key factors influencing herbal product purchases, including product quality, price, availability, brand reputation, and health consciousness. It also analyses the level of consumer satisfaction across dimensions such as product effectiveness, packaging, value for money, and after-use experience. The findings indicate that health awareness and trust in natural ingredients are the primary motivators for herbal product consumption, while inconsistent product quality and higher price points remain notable concerns. The study provides strategic recommendations for herbal product manufacturers and retailers to enhance customer satisfaction and expand their market reach in Coimbatore district.
A Study on Role of AI in Strengthening India’s Digital Trade Ecosystem
Authors: Ms.G. Revathi, Mr. Faraz Ahamed S
Abstract: India's digital trade ecosystem has witnessed exponential growth over the past decade, driven by the rapid adoption of e-commerce platforms, digital payment systems, and cross-border trade technologies. Artificial Intelligence (AI) has emerged as a transformative force in this landscape, enabling smarter trade facilitation, fraud detection, supply chain optimization, and personalized consumer experiences. This study examines the multifaceted role of AI in strengthening India's digital trade ecosystem, analysing its impact on key trade sectors including e-commerce, logistics, customs automation, and financial transactions. The research also explores the challenges of AI integration in trade systems and the readiness of Indian businesses to adopt AI-driven solutions. The findings suggest that while AI holds immense potential for accelerating India's digital trade growth, issues such as data privacy, infrastructure gaps, and skill shortages must be addressed for sustainable and inclusive development.
Smart Trolley Billing System Using AI and Cloud
Authors: Ms.V.Vineetha, Mr.S. Rajan
Abstract: The rapid advancement of Artificial Intelligence (AI) and Cloud Computing has opened new frontiers in retail automation. The Smart Trolley Billing System is an innovative solution designed to transform the conventional shopping experience by integrating AI-powered product recognition, RFID technology, and cloud-based billing into a single intelligent shopping trolley. This system enables automatic item detection, real-time billing, and seamless checkout without the need for traditional cashier counters. The system uses machine learning algorithms for product identification and a cloud platform to synchronize billing data in real time. This paper examines the architecture, functionality, challenges, and future scope of the Smart Trolley Billing System, highlighting its potential to reduce checkout queues, enhance customer satisfaction, and improve retail operational efficiency.
Consumers Buying Behaviour Towards Eco-Friendly Products In Kerala
Authors: Masrura. M. P
Abstract: The study titled “Consumers’ Buying Behavior Towards Eco-Friendly Products” focuses on understanding consumers’ awareness, preference, and purchasing behavior towards environmentally friendly products. Due to increasing environmental problems and pollution, many consumers are becoming more conscious about using eco-friendly products such as reusable bags, organic products, biodegradable items, and energy-saving goods. The study aims to identify the factors influencing consumers to purchase eco-friendly products, including quality, price, environmental awareness, and social influence. It also examines the challenges faced by consumers, such as high cost and limited availability of eco-friendly products. The study concludes that consumers are gradually showing positive interest towards eco-friendly products because of growing concern for environmental protection and sustainable living.
DOI: https://doi.org/10.5281/zenodo.20265464
Behavioral Finance And Financial Markets: A Review Of Investor Sentiment Impact
Authors: Supriya Dhanyakumar Dalavi, Prof. Titir Das Sharma
Abstract: This study examines the impact of investor psychology and sentiment on financial market behavior and workplace financial decision-making. Traditional finance assumes that investors act rationally; however, behavioral finance suggests that decisions are often influenced by emotions and cognitive biases such as fear, greed, overconfidence, herd behavior, and loss aversion. The research adopts a descriptive design and is based on primary data collected through a structured questionnaire from 100 respondents, including individual investors and working professionals. Simple statistical tools such as percentage analysis, charts, and the Chi-square test are used to analyze the data and test the relationship between psychological factors and financial behavior. The findings reveal that investor sentiment significantly influences investment decisions, trading activity, risk-taking behavior, and market trends. The Chi-square test confirms a strong relationship between market mood and financial market behavior, indicating that psychological factors play a crucial role in shaping financial outcomes. The study also highlights that workplace financial decisions are affected by similar emotional and cognitive influences. Overall, the research concludes that behavioral finance is essential for understanding real-world financial decision-making. Increasing awareness of psychological biases can help investors and professionals make more rational decisions, reduce errors, and improve financial performance’.
DOI: http://doi.org/10.5281/zenodo.20267271
A Study on the Challenges and Benefits of Digital Payments and Cash Transactions with Special Reference to Consumers in Pune City
Authors: Sakshi Dilip Rote, Dr. Prof. Rahul Waghmare
Abstract: This research paper examines the challenges and benefits of digital payments and cash transactions among consumers in Pune City. In recent years, the Indian economy has experienced rapid digital transformation due to increased smartphone usage, internet penetration, government initiatives like Digital India, and the rise of financial technology platforms. Consumers are increasingly using digital payment methods such as UPI, mobile wallets, internet banking, debit cards, and credit cards for daily transactions. The study aims to analyze consumer preferences regarding digital and cash transactions, identify the major benefits and challenges associated with digital payments, and understand the factors influencing payment choices. While digital payments provide convenience, speed, transparency, and reduced dependency on physical cash, issues such as cyber fraud, technical failures, internet connectivity problems, and lack of digital literacy continue to affect adoption. The research adopts a descriptive and analytical research methodology. Primary data is collected through structured questionnaires and online surveys from consumers across Pune City. Secondary data is collected from RBI reports, journals, articles, books, and government publications. Statistical analysis is used to understand trends and consumer behaviour patterns.
DOI: http://doi.org/10.5281/zenodo.20267641
A Study Of Financial Determinant Of Digital Payment Adoption In Pune : Financial Motivation And Barrier Analysis
Authors: Sayali Tanaji Chavan, Prof. Titir Das Sharma
Abstract: The rapid expansion of digital payment systems in India has transformed financial transactions, driven by technological advancements and government initiatives such as Digital India. This study examines the adoption of digital payment systems in Pune, focusing on consumer usage behavior and key influencing factors. Primary data was collected from 100 respondents using a structured questionnaire. Statistical tools such as percentage analysis and Chi-square tests were applied. The findings reveal high adoption levels, with ease of use, perceived usefulness, and financial literacy significantly influencing usage. However, concerns related to security, transaction costs, and cyber fraud persist. The study concludes that digital payments are widely accepted, with strong potential for future growth, provided challenges are addressed.
DOI: http://doi.org/10.5281/zenodo.20269015
An Analytical Study Of Digital Transactions Systems In Shaping Individual Financial Decision Making.
Authors: Chinmayi Santosh Bhosale, Prof. Titir Das Sharma
Abstract: The digital payment system is one of the main elements that drive today’s economy and change how people spend, save, and manage their money. The objective of this research study is to identify the concept of digital payment systems, their growth, their various usage patterns (mainly UPI, Mobile Wallets, Card Payments), and to investigate how the above-mentioned factors affect their spending and saving behaviour. The research methodology they used was descriptive and analytical and was based on both primary and secondary data. However, the primary data was gathered by using structured questionnaires, while the secondary data was obtained from RBI reports and government publications, plus scholarly articles. The research findings are that digital payment systems create convenience and transparency and result in cashless transaction use; as well as change an individual's spending and saving habits. However, issues arise from gaps in digital literacy, security concerns, and the varying adoption rate.
DOI: http://doi.org/10.5281/zenodo.20269083
Impact Of Inflation On Daily Household Expenses: A Study Of Middle-Class Families Residing In Shivane, Pune
Authors: Nidhi Sanjay Chaudhari, Prof. Minakshi Chauthamahal
Abstract: This study focuses on understanding how inflation affects the every day family costs of middleclass families living in Shivane, Pune. Inflation has led to a continuous increase in prices of essential products such as food, fuel, rent, and utilities, which directly impacts family budgets. The study is based on essential data collected through a structured survey from 100 respondents. The findings appear that most families have experienced a critical rise in costs, particularly in basic supplies and transportation. Due to this, many families have decreased non-essential spending, changed their buying habits, and faced trouble in maintaining savings. The study concludes that inflation has made budgetary pressure on middle-class families and has affected their overall monetary stability.
DOI: http://doi.org/10.5281/zenodo.20269951
An Economic Study Of Petty Shops In Kamalanagar, CADC
Authors: Rajesh Chakma
Abstract: Petty shops constitute an important part of the informal economy in semi-urban and rural regions of India. In Kamalanagar under the Chakma Autonomous District Council (CADC), petty shops play a significant role in providing essential commodities, generating self-employment, and supporting local trade networks. This study examines the socio-economic profile of petty shop owners, sources of capital, income and expenditure patterns, and the major challenges affecting the sustainability of petty shops. The research is based on primary data collected from 50 petty shop owners through structured questionnaires and personal interviews conducted between August and September 2025. The findings reveal that most petty shops are family-owned and self-managed enterprises depending mainly on personal savings. Poor infrastructure, low customer demand, and limited government support were identified as major challenges. The study suggests improving infrastructure, enhancing access to micro-credit, and providing business training to strengthen petty shops and promote inclusive economic development in Kamalanagar.
DOI: http://doi.org/10.5281/zenodo.20270159
Database Design And Optimization Techniques For High-Performance Data Management
Authors: Shah Md. Tanzimul Kabir, Md. Yusuf Miah
Abstract: This paper provides a comprehensive analysis of the database design and optimization techniques for high-performance data management in the context of modern computer systems. As the data volumes increase exponentially and the need for low-latency data access becomes a necessity for businesses, the importance of database optimization techniques has never been more relevant. This study systematically reviews the recent literature from 2021 to 2026 and explores the evolution of traditional database optimization techniques towards a unified approach that includes physical design, query optimization, and indexing strategies. The research proposes a Holistic Database Optimization Framework (HDOF) that incorporates schema design, indexing strategies, query optimization, and workload-aware adaptation strategies. The analysis of the literature indicates that the recent advancements in database optimization techniques incorporate the use of enhanced indexing strategies such as B-tree indexes, hash indexes, and bitmap indexes; machine learning-based query optimization that provides a performance improvement of 2-3 times; and hardware acceleration techniques such as NVMe storage and GPU acceleration. The comparative evaluation of the recent literature from four different dimensions—query performance, storage efficiency, concurrency management, and adaptability—indicates that the workload-aware adaptation strategies provide better performance compared to traditional static database optimization techniques.
DOI: https://doi.org/10.5281/zenodo.20270385
A Study On Financial Awareness and Credit Usage Behavior Among Urban Consumers
Authors: Vaishnavi Raju Dhobale, Prof. Bhaskar Lendave
Abstract: Financial awareness has emerged as a critical determinant of individual financial behaviour, particularly in urban economies characterized by increasing access to formal and digital credit systems. This study investigates the relationship between financial awareness and credit usage behaviour among urban consumers, with a focus on understanding how knowledge, attitudes, and socio-economic factors influence borrowing and repayment decisions. The research adopts a descriptive and analytical design, utilizing primary data collected through structured questionnaires administered to urban respondents. The study examines key dimensions of financial awareness, including budgeting practices, saving behaviour, knowledge of interest rates, and awareness of financial products, alongside credit usage patterns such as frequency of borrowing, purpose of credit, and repayment discipline. Statistical tools such as percentage analysis and Chi-square tests are employed to evaluate the significance of relationships between variables. The findings indicate that financial awareness significantly influences credit behaviour, with higher awareness levels associated with responsible borrowing, timely repayment, and reduced reliance on unnecessary credit. This aligns with existing literature suggesting that financial literacy positively impacts financial decision-making and reduces the likelihood of debt mis management. However, the study also identifies a persistent gap between basic awareness and comprehensive financial understanding, particularly in areas such as interest rate calculation, credit terms, and long-term financial planning. Additionally, the study highlights the role of demographic and behavioural factors—such as income, education, and financial attitudes—in shaping credit usage patterns. Prior research indicates that psychological factors, ease of credit access, and perceived utility also significantly influence credit behaviour, sometimes leading to excessive borrowing or materialistic consumption patterns. The study concludes that while urban consumers demonstrate moderate financial awareness, there is a strong need for targeted financial literacy initiatives to bridge knowledge gaps and promote sustainable financial behaviour. Enhancing financial education can contribute to improved credit management, reduced financial vulnerability, and overall economic well- being.
DOI: http://doi.org/10.5281/zenodo.20270747
Assessing The Financial Impact Of The Mukhyamantri Majhi Ladki Bahin Yojana On Women’s Economic Empowerment In Maharashtra
Authors: Sneha Ganaesh Manatkar, Dr.Sandip Salunkhe, Bhavik Jayant Khandalkar, Prof.Akshay Yeotikar
Abstract: This study examines the financial impact of the Mukhyamantri Majhi Ladki Bahin Yojana on women’s economic empowerment in Maharashtra. The research focuses on key aspects such as income stability, savings behavior, expenditure patterns, and financial independence of women beneficiaries. The study is based on both primary data collected through a structured questionnaire and secondary data from relevant sources. Using descriptive and analytical methods, the research aims to evaluate the effectiveness of the scheme in improving women’s financial condition. The findings are expected to provide insights into the role of government welfare schemes in promoting women’s empowerment and suggest measures for further improvement.
DOI: http://doi.org/10.5281/zenodo.20270998
A Study On Saving And Investment Habits Among Salaried Employees
Authors: Shivanjali Dagdu Fulwade, Tejashri Santosh Gade
Abstract: In today’s dynamic economic environment, analyzed in recent studies, managing income effectively has become essential for salaried employees due to rising inflation and changing lifestyle requirements. Research indicates that while many salaried individuals possess moderate awareness of investment options, they predominantly exhibit a conservative investment behavior, heavily prioritizing safe and secure avenues to ensure capital protection and regular returns, say studies on and. Traditional options such as bank deposits, Public Provident Fund (PPF), and insurance schemes remain highly favored, followed closely by gold, especially among those with lower risk tolerance. The key factors shaping these investment choices include income level, age, family obligations, and the need for tax- saving, particularly focusing on Section 80C instruments. Although a shift toward market-linked products like mutual funds and Systematic Investment Plans (SIPs) is visible among younger, higher-income, and urban employees, significant gaps in financial literacy still exist, with many relying on informal advice from friends or colleagues. The study highlights that improving financial knowledge and encouraging disciplined, goal-based savings are critical to achieving long-term financial stability in 2026. Consequently, there is an ongoing need for increased financial education to assist employees in navigating a wider range of investment opportunities that can better combat inflation.
DOI: https://doi.org/10.5281/zenodo.20271018
A Study On Impact Of Digital Promotions On Customer Behaviour In Restaurants In Pune
Authors: Priyanka Gajanan Mahalle, Prof. Navin Kumar
Abstract: This study focuses on understanding how digital promotions influence customer behaviour in restaurants in Pune. With the expanding use of smartphones, social media and food delivery apps, customers presently find and choose restaurants primarily through online platforms. This research studies how components like Instagram reels, online evaluations, discounts and influencer content affect customer decisions. The study is based on primary information collected from restaurant guests and secondary information from online sources. The findings show that digital promotions are very effective in making mindfulness and attracting first-time customers. In any case, repeat visits depend more on food quality and overall experience rather than online offers.
DOI: http://doi.org/10.5281/zenodo.20281676
A Study On Factors Influencing Investment Decisions Of Individuals Investor
Authors: Tilak Indravadan Thakur, Prof. Dr. Prashant Kalwade
Abstract: Investment decisions made by individuals are influenced by several economic, psychological, demographic, and financial factors. This research paper aims to identify the major elements that affect the investment choices of individual investors. The study adopts a descriptive research design and utilizes both primary and secondary sources of data. Primary information was collected through a structured questionnaire from 100 respondents, while secondary information was gathered from journals, articles, books, and financial websites. The findings indicate that demographic characteristics such as age, educational qualification, occupation, and income level play a significant role in shaping investment preferences and risk-taking behavior. Economic conditions including inflation, market fluctuations, taxation benefits, and income stability also influence investment planning. In addition, behavioral factors such as fear of financial loss, confidence level, social influence, and market trends impact the decision-making process of investors. The study further highlights the importance of financial literacy in investment management. Investors with better financial awareness are more likely to evaluate risks properly, monitor their investments regularly, and make informed financial decisions. The research concludes that investment behavior is affected by both rational and emotional considerations, and improving financial education among investors can lead to more effective investment choices.
DOI: http://doi.org/10.5281/zenodo.20284967
“A study on consumer satisfaction towards online food delivery services (Zomato & Swiggy)’’
Authors: Bhushan Sanjay Angre, Prof.Amruta Kamat
Abstract: This study focuses on analyzing customer satisfaction towards online food delivery services, highlighting key factors that influence consumer behavior and overall experience. The main objective is to understand customer preferences, usage patterns, and the impact of service quality on satisfaction levels. The research is based on primary data collected from 100 respondents through a structured questionnaire. Analytical tools such as percentage analysis and Chi-square tests were used to interpret the data and test the hypotheses. The findings reveal that the majority of customers are satisfied with online food delivery services, especially in terms of delivery time, food quality, and app usability. Service quality factors such as food quality, packaging, and delivery efficiency have a significant impact on overall customer satisfaction . However, factors like convenience, time-saving, and offers, although preferred by customers, do not show a significant statistical relationship with satisfaction . The study concludes that improving service quality and maintaining consistency are essential for enhancing customer satisfaction and building customer loyalty.
DOI: https://doi.org/10.5281/zenodo.20285475
“A Study on Factor Influencing Customer Satisfaction Towards FMCG Brands”
Authors: Manas Mahesh Bhosale, Prof. Amruta Kamat
Abstract: This research paper focuses on the factors influencing customer satisfaction towards FMCG (Fast-Moving Consumer Goods) brands. The study aims to understand consumer buying behaviour and analyse how factors such as product quality, price, brand image, packaging, availability, and promotional activities affect customer satisfaction and brand loyalty in the FMCG sector. The research is based on primary data collected from 100 respondents through a structured questionnaire. Secondary data was collected from books, journals, articles, company reports, and websites related to the FMCG industry. Descriptive statistical tools such as percentage analysis, tables, charts, and graphical representation were used for analysing and interpreting the collected data. The findings of the study reveal that product quality is the most influential factor affecting customer satisfaction, followed by price and brand reputation. Most respondents expressed satisfaction with the quality, availability, and variety of FMCG products. The study also indicates that consumers prefer purchasing FMCG products frequently, mainly from supermarkets and local Kirana stores. ITC Limited emerged as the most preferred FMCG brand among respondents. The study concludes that improving product quality, maintaining reasonable pricing, enhancing brand image, and ensuring product availability are essential for increasing customer satisfaction and building long-term customer loyalty towards FMCG brands.
DOI: https://doi.org/10.5281/zenodo.20285606
Influence Of Incentives And Rewards On Sales Performance
Authors: Sunachi Tomar, Ms. Shruti Rawat
Abstract: This research paper studies how incentives and rewards affect the sales performance of employees in organizations. Instead of collecting new survey data, this paper uses already published studies, academic journals, industry reports, and company publications from 2010 to 2024 to understand this relationship. The paper uses well-known theories like Maslow's Hierarchy of Needs, Vroom's Expectancy Theory, and Reinforcement Theory to explain why incentives and rewards make employees work harder and perform better. The research finds that when organizations offer the right mix of financial incentives like bonuses and commissions, and non-financial rewards like recognition and career growth, their sales teams perform significantly better. Evidence from published studies also shows that personalized reward systems are more effective than one-size-fits-all approaches. The paper concludes that a well-designed incentive and reward structure is one of the most powerful tools available to sales managers and HR professionals to improve team performance and reduce turnover.
DOI: http://doi.org/10.5281/zenodo.20285748
“A Study On Online Payment Fraud Its Effect On Consumer Confidence”
Authors: Prof. Neelam Patil, Sahil Vitthal Kindre, Pranay kapade, Bhagwat Badrinath Kute
Abstract: The rapid growth of digital payment methods such as UPI, mobile wallets, net banking, debit cards, and credit cards has transformed the financial transaction system in India. However, the increasing use of online payments has also led to a rise in fraud cases such as phishing, OTP scams, fake links, and identity theft. These fraudulent activities negatively affect consumer confidence and trust in digital payment systems. This study examines the impact of online payment fraud on consumer confidence and highlights the importance of security measures and consumer awareness in building trust toward online payment platforms. The research focuses on consumer experiences, awareness, and trust related to various digital payment systems.
DOI: https://doi.org/10.5281/zenodo.20286236
A Study On Technical Analysis In Equity Market Investment Decisions
Authors: Priti Rajendra Bhand, Prof. Neelam Patil
Abstract: Equity markets play a significant part in the development process of any economy through capital formation and investment opportunities available for the investors. In order to take the correct investment decisions, investors resort to various means; out of these methods, technical analysis is one of the most favored techniques. This research work aims to study the importance and efficacy of technical analysis in equity market investments. The technique of technical analysis includes studying the past price action and trading patterns in order to predict future prices. In this research study, some of the most common techniques used by investors, including moving averages, relative strength index, MACD, and patterns in charts, have been studied and their impact on investors' decision-making analyzed. Primary data as well as secondary data sources have been used to conduct the study. Primary data has been collected through the help of questionnaires while secondary data has been sourced through the financial statements, articles from financial journals as well as stock markets data bases. The results obtained show that a good percentage of investors base their investment decisions on technical indicators, especially in making short term investments. Although technical analysis provides some advantages, its combination with fundamental analysis produces much better results. The study concludes that the application of technical analysis in identifying market trends is helpful in making investment decisions especially in volatile market environment, even though there are some challenges..
DOI: https://doi.org/10.5281/zenodo.20286463
Impact Of Digital Payment Systems On Financial Management Of Small Businesses
Authors: Om Rajendra Sanap, Prof. Dr. Prashant Kalwade
Abstract: The rapid growth of digital payment technologies has significantly transformed the financial practices of small businesses. This research paper examines the impact of digital payment systems such as UPI, mobile wallets, online banking, and card-based transactions on financial management practices of small enterprises. The study focuses on areas including cash flow management, financial record-keeping, transparency, customer satisfaction, and financial decision-making. A descriptive research design was adopted using primary and secondary data sources. Findings indicate that digital payment systems improve transaction efficiency, financial transparency, and operational effectiveness. However, challenges such as cybersecurity concerns, transaction charges, and limited digital literacy continue to affect adoption among certain business groups. The study concludes that digital payment systems positively influence the financial management of small businesses and contribute toward long-term sustainability and financial inclusion.
DOI: http://doi.org/10.5281/zenodo.20302757
Impact Of Quick Commerce On Consumer Buying Behaviour In Urban India
Authors: Tisha, Kamaljeet Kaur, Aashwin Garg, Saurabh Abrol
Abstract: Quick commerce (Q-commerce) has emerged as one of the fastest-growing segments within the digital retail ecosystem, offering ultra-fast delivery of groceries and daily essentials within 10–30 minutes. In India, platforms such as Blinkit, Zepto, and Swiggy Instamart have significantly transformed urban consumer behaviour by prioritizing speed, accessibility, and convenience. The increasing adoption of smartphones, digital payments, and app-based retail platforms has accelerated the growth of quick commerce services in metropolitan cities. This shift reflects evolving consumer expectations toward instant gratification and time-efficient purchasing solutions. The primary objective of this study is to examine consumer buying behaviour within the quick commerce ecosystem and identify the key factors influencing purchase decisions. The study focuses on variables such as delivery speed, convenience, these factors influence purchase frequency, impulse buying behaviour, and customer loyalty within urban markets. The research adopts a secondary data approach using insights derived from industry reports, market research publications, and publicly available performance marketing data related to quick commerce platforms. Analytical observations were drawn from keyword performance trends, click-through rates, conversion patterns, and promotional campaign performance across search advertising platforms. These indicators provide valuable insights into consumer intent and purchasing behaviour. The findings suggest that consumer behaviour in quick commerce is highly intent-driven, with convenience and delivery speed acting as the primary drivers of platform adoption. Branded search queries demonstrate higher conversion rates, while promotional campaigns significantly influence short-term purchasing decisions. Additionally, frequent small-basket purchases indicate a shift toward need-based consumption rather than traditional bulk grocery shopping. The study concludes that quick commerce is reshaping urban retail consumption patterns by enabling faster decision-making and increasing the frequency of purchases. For businesses operating in this sector, optimizing delivery efficiency, maintaining product availability, and implementing targeted promotional strategies remain critical for sustained growth.
A Study On Consumer Perception And Decision-Making Behaviour In The Real Estate Sector
Authors: Prashant Harinarayan Thakur, Prof. Chetan Neman
Abstract: The real estate sector has experienced significant growth in recent years due to rapid urbanization, increasing income levels, and changing consumer lifestyles. Consumer buying behaviour in the real estate industry is influenced by several factors including location, pricing, amenities, developer reputation, transparency, financing options, and digital marketing. This research study examines the perception and decision-making behaviour of consumers in the real estate sector. Primary data was collected through a structured questionnaire from 100 respondents. The study analyzes consumer preferences, important buying factors, and the influence of transparency and digital communication on purchase decisions. The findings indicate that location and pricing are the most important factors influencing property purchases. Buyers also prefer developers with good credibility and transparent communication. The study concludes that customer-centric services and effective marketing strategies are essential for improving consumer trust and increasing sales in the real estate market.
DOI: http://doi.org/10.5281/zenodo.20303169
A Study Of Investor Behaviour Towards Stock Market Investments
Authors: Omkar Shantaram Bhagat, Professor Neelam Patil, Professor Tejaswinee Ingle
Abstract: This study examines the impact of emotional and behavioural factors on individual investment decision-making in the stock market. The research focuses on understanding how psychological biases market trends social media influence fear of loss and past investment experiences affect investors behaviour. Primary data was collected from 100 respondents through a structured questionnaire using convenience sampling. The study adopted a descriptive research design, and data analysis was carried out using percentage analysis Pearson correlation coefficient, and Chi-square test. The findings reveal that emotional and behavioural factors significantly influence investment decisions. Fear of loss market news social media influence and past profits or losses were found to play an important role in shaping investor behaviour. The study also highlights that investors are not always rational and are often influenced by psychological biases such as overconfidence and herd behaviour. Furthermore, demographic factors like age income and education were observed to influence investment choices
DOI: http://doi.org/10.5281/zenodo.20303353
An Empirical Study Of Customer Satisfaction Towards Digital Banking Services
Authors: Bhavana Santosh Mhaske
Abstract: The rapid growth of digital technology has transformed the banking sector in India, shifting service delivery from traditional branch-based models to internet and mobile-based platforms. This study examines customer satisfaction towards digital banking services with reference to selected bank customers. Data were collected from 120 respondents using a structured questionnaire based on a five-point Likert scale. The study analyses key dimensions of satisfaction namely ease of use, security, reliability, responsiveness, and personalization. Statistical tools such as percentage analysis, Chi-square test, ANOVA, correlation, and regression were used to analyse the data. Results indicate that ease of use and security are the strongest predictors of customer satisfaction. Significant differences exist across age and income groups. The study concludes with suggestions for banks to improve their digital platforms for a better customer experience.
DOI: https://doi.org/10.5281/zenodo.20307865
Working Capital Management And Operating Cycle Efficiency In Fleet-Based Transport Operators In Pune
Authors: Miss. Neha Jogdand, Mr. Ismail Jamadar, Dr. Prashant Kalwade
Abstract: This research paper discusses the significance of working capital management and effectiveness of operating cycle in fleet-based transporters in Pune. Transportation companies need a steady cash flow for expenses related to fuel costs, vehicle maintenance, staff salaries, tolls, and other operational expenses. But when there is a delay in receiving payments from clients, there can be serious challenges regarding liquidity management. In this research paper, the method in which transporters handle cash management, receivables, payables, and their operating costs will be studied. Primary data has been collected from 100 samples from transporters, managers, and accounts from questionnaires. It has been found that the majority of transporters suffer from delays in collections, leading to issues in cash flow and working capital management. Cost of fuel emerged as the biggest operational expense in such businesses. From this research paper, it can also be concluded that proper tracking of receivables leads to better cash flow and shorter operating cycles in companies.
DOI: https://doi.org/10.5281/zenodo.20308093
“ To Study The Factors That Impact On Revenue Generation In E-Commerce Industry ”
Authors: Swarupa Sayaji Lokade, Mamta Lilachand Mahajan, Dr. Krishna Aineniwar
Abstract: The rapid growth of the internet and digital technologies has significantly transformed the global retail industry, leading to the expansion of the e-commerce sector. E-commerce platforms enable businesses to offer products and services online, providing customers with convenience, competitive pricing, and a wide variety of choices. Major companies such as Amazon, Flipkart, and Alibaba Group have played a crucial role in reshaping consumer purchasing behavior through advanced technologies, digital marketing strategies, and efficient logistics systems.This research study focuses on analyzing the key factors influencing revenue generation in the e-commerce industry and evaluating their impact on business performance. The study examines major determinants such as website usability, product variety, pricing strategies, customer trust, payment security, digital marketing, logistics and delivery efficiency, and customer satisfaction. These factors are essential for attracting customers, increasing sales, improving customer retention, and achieving long-term profitability in the highly competitive digital marketplace.
DOI: https://doi.org/10.5281/zenodo.20308920
Customer Satisfaction Towards Home Loans: A Study On Home First Finance Company (HFFC), Madurai
Authors: Chandra Prasath R, Dr. A. Aleeswari Sir
Abstract: Customer satisfaction in housing finance has become a make-or-break factor. India's housing finance sector is expanding at roughly 20–22% annually, and with that growth comes stiffer competition. This study looks at how borrowers at Home First Finance Company (HFFC) in Madurai actually feel about their home loan experience. The firm has serviced middle income first time buyers since inception on February 2010. These people do not have access to such from banks as they largely deal in their business without formal income proofs. HFFC, however, has never acted in a systematic manner so far. We decided to fix that. Using a descriptive research design, we surveyed 75 randomly selected HFFC customers in Madurai. The questionnaire covered loan purpose, interest rates, tenure, processing speed, documentation burden, customer service quality, disbursement transparency, and insurance satisfaction. We ran percentage analyses and Pearson correlation tests on the responses. The headline finding: 84% of customers are satisfied overall. HFFC performs particularly well on tenure flexibility (91% got the tenure they expected) and disbursement communication (every single customer confirmed their CSM walked them through the stages). On the flip side, insurance is a universal pain point—100% of respondents found the Bharati Axa premium steep and wanted more insurer choices. A strong correlation (r = 0.786, p < 0.01) also emerged between receiving a clear interest rate explanation and feeling that rate was fair. We recommend three concrete moves: standardized ROI explanations at sanction, an in-house legal and technical team to cut approval times, and tie-ups with multiple insurers to give customers real choice.
DOI: https://doi.org/10.5281/zenodo.20309281
A Study Of Investment Preferences Of Retail Investors In Katraj Area Of Pune City
Authors: Gayatri Ganesh Chaudhari, Prof. Minakshi Chauthamahal
Abstract: The behavior of retail investors investing their money has gained prominence due to the quick growth of financial markets and the easy availability of investment options in India. This research paper attempts to study the investment preferences, behavior, and decision-making criteria among retail investors in Katraj area, Pune. Primary data will be collected through a questionnaire from 100 people with different occupations, incomes, and levels of education. Secondary data will be collected from journals, research papers, and financial reports. It is found that retail investors in Katraj are conservative in nature and prefer safer investment avenues like bank deposits, gold, and insurance. Younger and educated people have started showing interest in modern investment methods like mutual funds and equities. Factors like risk tolerance, income, financial literacy, expected return, and demographic characteristics play an important role in making investment decisions. Percentage, correlation, and chi-square tests are some of the statistical techniques used for analyzing the data. Financial literacy and awareness are essential for motivating investors to diversify their investments. Financial institutions must take care to conduct investor education programs and make available investor friendly financial products.
DOI: https://doi.org/10.5281/zenodo.20309400
“A study on the impact of celebrity endorsement on the customer engagement and brand trust with palmonas”
Authors: Sanika Jagdish Nichal, Prof. Akshay Yeotikar, Yash Bajole
Abstract: This study investigates the relationship between celebrity endorsement and consumer behavior within the emerging Indian Demi-Fine jewelry market, specifically focusing on the brand Palmonas. As traditional gold and diamond sectors face competition from affordable luxury alternatives, brands are increasingly utilizing high-profile celebrities to bridge the "trust gap" inherent in online luxury retail. This research employs a quantitative approach to measure how source credibility (attractiveness, trustworthiness, and expertise) influences two key metrics: brand trust and customer engagement. Preliminary findings suggest that celebrity association not only increases brand recall but also significantly reduces perceived risk, encouraging higher digital engagement and purchase intent among Gen Z and Millennial consumers.
DOI: https://doi.org/10.5281/zenodo.20320827
A Study On Financial Literacy And Its Impact On Personal Saving Behaviour
Authors: Ankita Anil Gholap, Prof. Neelam Patil
Abstract: Financial literacy has become an essential skill in the modern economic environment. The growing use of digital banking, online investments, and credit facilities has increased the need for individuals to understand financial concepts and make informed financial decisions. This research paper examines the relationship between financial literacy and personal saving behaviour among individuals from different demographic backgrounds. The study focuses on how financial knowledge, financial attitudes, and financial planning influence saving habits. The research is based on primary data collected through a structured questionnaire from 100 respondents. The study identifies that individuals with better understanding of financial concepts such as inflation, interest rates, budgeting, and diversification tend to save more consistently. The findings also reveal that income level, social pressure, and cost of living affect saving behaviour, even among financially aware individuals. The paper concludes that financial literacy positively influences saving behaviour and long-term financial stability. It recommends the inclusion of financial education programs in schools, colleges, and workplaces to improve financial decision-making among individuals
DOI: http://doi.org/10.5281/zenodo.20320926
Systematically Identifying And Transforming Belief Systems Within Policymaking Processes: A Behavioral–Institutional Framework
Authors: Chumki Bose
Abstract: Policymaking is frequently shaped not only by formal institutions and evidence-based reasoning, but also by embedded belief systems, cognitive biases, institutional cultures, political narratives, and socio-cultural assumptions. This paper develops an integrated behavioral–institutional framework for systematically identifying and transforming hidden belief systems within policymaking processes. The study integrates behavioral economics, institutional theory, organizational psychology, public policy analysis, and development studies. It proposes a mixed-method research design combining cognitive mapping, discourse analysis, behavioral experimentation, and policy outcome analytics. The paper argues that sustainable policy innovation requires not only structural reforms but also epistemic and cognitive reforms within institutions. Keywords: policymaking, belief systems, behavioral economics, institutional theory, governance, public policy, organizational psychology, adaptive institutions.
DOI: http://doi.org/10.5281/zenodo.20321858
Leveraging Strategic Sourcing And Bulk Purchasing For Cost Optimization In FMCG Procurement Departments
Authors: Manas Wagh, Naresh Aiwale, Atharva Zadbuke
Abstract: In the FMCG industry, companies need to control expenses while making sure products and raw materials are always available on time. Due to increasing competition, changing customer preferences, and fluctuations in raw material prices, managing procurement costs has become very important for organizations. This study explains how strategic sourcing and bulk purchasing help FMCG companies lower procurement expenses and improve operational performance. Strategic sourcing focuses on selecting dependable suppliers, negotiating favorable contracts, building long-term supplier relationships, and improving purchasing decisions. Bulk purchasing helps companies buy materials in larger quantities at discounted rates, which reduces ordering and transportation costs. When these two methods are used together, companies can manage inventory more effectively, improve coordination with suppliers, and increase overall profitability. The study also discusses how FMCG organizations use these procurement strategies to maintain product quality and ensure uninterrupted supply of goods while reducing overall costs.
DOI: https://doi.org/10.5281/zenodo.20323541
A Study On The Adoption Of UPI Payment Mode In Cash Management At SMEs
Authors: Mainoddin Imran Shekh, Hitesh Kiran Thokal, Dr. Prashant Kalwade
Abstract: This research project explores how Small and Medium Enterprises (SMEs) are shifting from traditional cash handling to using the Unified Payments Interface (UPI) for their daily business operations. In the past, small businesses heavily relied on physical cash, which often led to challenges like manual record-keeping errors, security risks, and the time-consuming process of depositing money at banks. However, the introduction of UPI has transformed this landscape by providing a real-time, digital alternative that simplifies how money moves in and out of a business. The study focuses on why SME owners are choosing to adopt this technology, looking at factors such as the ease of use, the lack of transaction fees, and the immediate settlement of funds into bank accounts. By moving away from physical cash, these businesses can now maintain more accurate financial records and enjoy better transparency in their accounts. The research also investigates the hurdles that some businesses still face, including technical glitches, concerns over digital security, and a lack of technical knowledge among older staff or customers. Through surveys and interviews with business owners, the project highlights that while the transition is not without its difficulties, the adoption of UPI is significantly improving the efficiency of cash management. Ultimately, the study concludes that digital payment adoption is no longer just a luxury but a necessity for SMEs to stay competitive and organized in a modern economy. This shift is not only helping individual shops and small factories manage their money better but is also contributing to the broader goal of a digital and cashless financial system.
DOI: https://doi.org/10.5281/zenodo.20323688
“Impact Of Digital Banking On Coustomer Satisfaction”
Authors: Tanmaya Chandrakant Sangewar, Dr. Prashant Kalwade.
Abstract: This study explores how digital banking services influence customer satisfaction, with a focus on convenience, security, and reliability. Over the past few years, the use of mobile banking, internet banking, and UPI has increased rapidly, changing how customers interact with banks. Because of this shift, expectations around speed, ease of use, and safety have also increased. The study is based on primary data collected through a structured questionnaire and analyzed using SPSS. Tools such as correlation and regression analysis are used to test the hypotheses. The results show that all three factors—convenience, security, and reliability—have a significant positive impact on customer satisfaction.
DOI: https://doi.org/10.5281/zenodo.20323966
A Study The Awareness About GST As An Indirect Tax Among The FMCG General Trade Retailers At Sahakarnagar, Pune
Authors: Amruta kolte, Rohit konde, Aniket Kulkarni, Prof.Shivaji Rajmane
Abstract: The introduction of Goods and Services Tax (GST) brought a major transformation in the Indian taxation system by replacing multiple indirect taxes with a single and more organized tax structure. The implementation of GST has significantly affected different business sectors, especially the Fast-Moving Consumer Goods (FMCG) sector, which deals with products used regularly by consumers in daily life. Since FMCG products are sold through a wide network of retailers, wholesalers, distributors, and small shop owners, it became necessary for retailers to understand GST rules, billing procedures, tax rates, and return filing systems for smooth business operations. General trade retailers such as kirana stores, grocery shops, and small supermarkets play an important role in the FMCG supply chain because they directly interact with consumers and handle the sale of daily-use products. After GST implementation, retailers were required to shift from traditional tax systems to digital and compliance-based taxation procedures. This created both opportunities and challenges for small retailers, especially those with limited technical knowledge and less understanding of taxation procedures. This research focuses on studying the level of awareness regarding GST among FMCG general trade retailers in Sahakarnagar, Pune. The study aims to understand retailers’ knowledge about GST concepts such as GST rates, billing systems, input tax credit, tax invoices, digital payment systems, and GST return filing procedures. It also examines the practical difficulties faced by retailers while implementing GST in their day-to-day business activities. The research is based on both primary and secondary data. Primary information was collected through questionnaires and direct interaction with retailers, while secondary information was collected from books, journals, websites, reports, and previous studies related to GST and retail business management. The findings of the study reveal that most retailers are aware of the basic structure and purpose of GST, but many small retailers still face problems in understanding technical compliance procedures, online return filing, and maintaining proper accounting records. The study further highlights that GST has improved transparency in business transactions, reduced tax confusion, and created a more systematic taxation process. However, continuous training, awareness programs, and technical guidance are still necessary to help small retailers adapt effectively to the GST system. Overall, the research concludes that GST has positively influenced the retail sector, but improving awareness and practical understanding among retailers remains important for better compliance and smooth business functioning.
DOI: http://doi.org/10.5281/zenodo.20324637
“ A Study on impact of content marketing on customer engagement”
Authors: Pragati Ravindra Sidwadker, Prof. Divya Dongre
Abstract: In the modern digital era, content marketing has become an important strategy for businesses to attract and engage customers through social media platforms. This study focuses on analyzing the impact of content marketing on customer engagement. The research examines how different types of content such as reels, videos, posts, blogs, and captions influence customer interaction and buying behaviour. The main objective of the study is to understand the importance of content marketing in digital marketing, identify the most preferred type of content, and measure customer engagement through likes, comments, shares, views, and interactions. The study also analyzes how social media content affects customer purchase decisions. A descriptive research design is used for the study. Both primary and secondary data are collected. Primary data is gathered through a structured questionnaire from 100 respondents, including students and working professionals who actively use social media platforms like Instagram, Facebook, and YouTube. Secondary data is collected from books, journals, articles, and online sources related to digital marketing and customer engagement. The collected data is analyzed using percentage methods, pie charts, and bar graphs. The findings reveal that reels, short videos, and informative content generate higher customer engagement compared to traditional content formats. The study also shows that engaging and creative content positively influences customer interest, trust, and buying behaviour. Overall, the research concludes that content marketing has a significant positive impact on customer engagement and plays an important role in improving brand awareness and customer relationships in the digital marketplace.
DOI: https://doi.org/10.5281/zenodo.20325800
Changes In Customer Preferences Towards Loans Due To Interest Rate Differences
Authors: Khushali Uttam Thorat, Prof. Abhijeet Bharati
Abstract: This study examines the impact of interest rate differences on customer preferences towards loans in the modern financial environment. With increasing financial awareness and easy access to information, customers have become more cautious and analytical while making borrowing decisions. The primary objective of the research is to understand how variations in interest rates influence loan demand and the selection of financial institutions. The study is based on primary data collected from 100 respondents using a structured questionnaire in Pune city. The analysis reveals that interest rate is the most significant factor affecting customer choice, followed by EMI affordability and repayment flexibility. It was observed that customers actively compare loan options and are willing to switch banks to avail lower interest rates. The findings also indicate that higher interest rates tend to reduce loan demand, while competitive pricing attracts more borrowers. Furthermore , the study highlights the growing importance of transparency, digital platforms, and customer-centric services in the lending industry. Although interest rate remains the dominant factor, other elements such as service quality, processing time, and institutional trust also contribute to decision-making. The research concludes that financial institutions must adopt competitive interest rate strategies and flexible loan products to meet evolving customer expectations. The study provides valuable insights for banks, policymakers, and researchers in understanding borrowing behavior and improving lending practices.
DOI: http://doi.org/10.5281/zenodo.20326050
Implementation Of Virtual Reality-Based Logistics Training Across Multi-Branch Training Environments In Saudi Arabia
Authors: DON Virtual Reality
Abstract: Virtual Reality (VR) technologies are increasingly being integrated into workforce development programs to improve operational readiness, enhance safety, and support practical skill acquisition. This article presents the implementation of an immersive VR training program developed by DON VR in collaboration with Saudi Logistics Academy across multiple academy branches in Saudi Arabia. The solution was designed to simulate realistic logistics operational scenarios within a controlled digital environment, enabling trainees to practice operational procedures, equipment handling, and safety workflows prior to entering live workplace environments. The platform integrates immersive simulation with assessment and reporting tools connected to Learning Management Systems (LMS) to support measurable competency evaluation and training performance analysis. The implementation demonstrates the scalability of immersive VR training technologies within logistics education environments while supporting workforce development initiatives aligned with Saudi Vision 2030 objectives.
DOI: https://doi.org/10.5281/zenodo.20326234
A Study On Consumer Buying Behavior Towards Life Insurance Products
Authors: Jadhav Prasad Pradip, Prof. Amruta Kamat, Dr. Pradyumna Shastri
Abstract: Modern financial planning necessitates robust risk mitigation and long-term asset accumulation tools, placing life insurance at the core of individual economic security architectures. This study empirically examines the multi-faceted dynamics influencing consumer purchasing decisions regarding life insurance products within an urban ecosystem. Utilizing a sample structure of 100 comprehensive respondents from Pune City, processed through descriptive and analytical methodologies, this research isolates primary behavioral drivers including demographic shifts, financial capability, risk perception, and institutional trust dynamics. Empirical findings validate that while tax mitigation remains an active financial catalyst, underlying motives of psychological family security and risk protection function as primary systemic forces. Statistical evaluation using Chi-Square diagnostics substantiates a significant correlation between consumer income distributions and operational purchase motivations, while illustrating an unexpected alignment across age groups regarding institutional distribution frameworks. Crucially, the research demonstrates the enduring hegemony of the Life Insurance Corporation of India (LIC) due to deep-rooted state-backed public trust frameworks, alongside a structural dual-dependence on traditional human agent intermediaries and emerging automated digital environments. The findings outline strategic requirements for product personalization, linguistic simplification, and omni-channel structural alignment to increase institutional market access across evolving consumer demographics.
DOI: https://doi.org/10.5281/zenodo.20338632
“ A Study on the Impact of Social Media Marketing Strategies on Brand Awareness and Customer Engagement”
Authors: Priti Tanaji More, Prof. Sandhya Rathod
Abstract: The present study titled “A Study on the Impact of Social Media Marketing Strategies on Brand Awareness and Customer Engagement” aims to examine how social media marketing influences consumer awareness, engagement, and purchase-related behavior. In today’s digital era, social media platforms such as Facebook, Instagram, YouTube, LinkedIn, and Twitter have become important tools for businesses to promote products and communicate with customers. Companies use various strategies including advertisements, influencer marketing, promotional offers, brand videos, and engaging content to attract and retain consumers. The study is based on primary data collected from 100 respondents through a structured questionnaire. The research analyzes consumer opinions regarding social media marketing activities and their impact on brand recognition, trust, interaction, and engagement. Statistical tools such as percentage analysis, tables, charts, and graphical representations were used for interpretation of data. The findings of the study reveal that social media marketing significantly affects brand awareness and customer engagement. Most respondents agreed that social media advertisements, influencer promotions, and engaging content help them recognize brands easily and increase their interest in brands. The study also found that social media marketing positively influences customer interaction and motivates consumers to try or purchase products and services. The research concludes that social media marketing strategies play a major role in strengthening brand image, improving customer engagement, and influencing consumer behavior. Businesses should therefore focus on creating interactive, consistent, and customer-oriented social media marketing campaigns to achieve better brand visibility and customer relationships in the competitive digital market.
DOI: https://doi.org/10.5281/zenodo.20338770
The Study Of Effectiveness Of Old Tax Regime VS New Tax Regime
Authors: Nikita Shahurao Jagtap, Sakshi Hande, Dr Prashant Kalwade
Abstract: Taxation plays a crucial role in the economic development of a country and directly affects the disposable income of taxpayers. The government of india introduced the new tax regime to simplify tax calculations and provide taxpayers with reduced tax rates while minimizing exemptions and deductions. This study aims to analyze and compare the effectiveness of the old tax regime and the new tax regime among taxpayers. The research focuses on taxpayers’ preferences, awareness level, benefits, challenges, and overall satisfaction with both tax systems. Primary data was collected through structured questionnaires from respondents, while secondary data was gathered from journals, reports, and government publications the findings indicate that taxpayers' preferences differ based on income level, deductions, and financial planning strategies.
DOI: http://doi.org/10.5281/zenodo.20339345
A Study of the Record to Report Cycle: Accounting, Reporting and Compliance
Authors: Mahima Narendra Sutar, Prof. Swapnil Pawar
Abstract: The Record to Report (R2R) process is a critical function within the finance and accounting operations of an organization. It involves the collection, recording, processing, reconciliation, consolidation, and reporting of financial information to support effective decision-making and ensure compliance with accounting standards. The primary objective of this study is to examine the effectiveness of the Record to Report process and its impact on financial reporting accuracy, operational efficiency, and organizational performance. The study is based on both primary and secondary data. Primary data was collected through a structured questionnaire administered to 100 respondents working in finance and accounting departments, including accountants, financial analysts, auditors, and managers. Secondary data was gathered from books, journals, research papers, company reports, and online sources related to finance and accounting. The collected data was analyzed using percentage analysis, frequency distribution, and graphical tools such as pie charts and bar graphs. The findings of the study reveal that the Record to Report process plays a significant role in improving financial reporting quality, reducing accounting errors, enhancing financial transparency, and ensuring timely financial closing. The study also highlights the importance of ERP systems, automation, and digital technologies in increasing the efficiency of finance operations. However, challenges such as manual processes, reconciliation issues, system integration problems, and inadequate training continue to affect the effectiveness of the R2R process in some organizations. The study concludes that an efficient Record to Report process contributes to better financial control, regulatory compliance, operational efficiency, and informed decision-making. Organizations that invest in process standardization, employee training, and automation technologies can significantly improve their financial reporting capabilities and overall business performance.
DOI: https://doi.org/10.5281/zenodo.20339497
Impact of Digital Banking on Customer Satisfaction and Financial Inclusion
Authors: Abhishek Suhas Chaudhari, Prof. Neelam Patil
Abstract: Digital banking has transformed the banking industry by providing customers with quick, easy, and tech-driven financial services. The rapid growth of mobile banking, internet banking, UPI platforms, and digital payment systems has significantly influenced how people in India manage their finances. This research examines the impact of digital banking on customer satisfaction and financial inclusion. The study uses primary data from 100 participants who completed a structured survey. Tools such as percentage analysis, mean analysis, correlation analysis, and chi-square testing were used to analyze the data. The results indicate that digital banking increases customer satisfaction by making banking more convenient, faster, easier to use, and less dependent on physical bank branches. The study also shows that digital banking helps improve financial inclusion by providing banking services to people in rural and underserved areas. However, there are still challenges such as poor internet connectivity, lack of digital knowledge, and security concerns that limit the widespread use of digital banking. The research concludes that digital banking plays a crucial role in enhancing the customer experience and increasing the accessibility of financial services. To support the growth of digital banking in India, there is a need for better technology, improved cybersecurity, and increased awareness programs.
DOI: https://doi.org/10.5281/zenodo.20340717
A Study of Customer Perception and Satisfaction Towards Digital Banking Services.
Authors: Shweta Ramesh Jadhav, Prof. Sonal Sharma
Abstract: The rapid advancement of digital technology has significantly transformed the banking sector, leading to the widespread adoption of digital banking services such as mobile banking, internet banking, Unified Payments Interface (UPI), and digital wallets. This study aims to examine customer perception and satisfaction towards digital banking services and identify the factors influencing their usage. The research focuses on understanding how convenience, security, accessibility, ease of use, and service quality affect customer satisfaction in the digital banking environment. The study is based on primary data collected from 100 respondents through a structured questionnaire in the Pune region. Descriptive and analytical research methods were employed to analyze customer opinions and experiences regarding digital banking services. Statistical tools such as percentage analysis, frequency distribution, and mean analysis were used for data interpretation with the help of Jamovi software. The findings of the study reveal that a majority of customers prefer digital banking services due to their convenience, time-saving nature, and easy accessibility. Security, user-friendly interfaces, and transaction speed were identified as the major factors influencing customer satisfaction. The study also highlights that digital banking services have reduced customers’ dependency on traditional banking methods and improved their overall banking experience. However, concerns related to cyber security and technical issues still remain among some users. The study concludes that customer perception towards digital banking services is largely positive and that higher service quality leads to increased customer satisfaction and continued usage. The research suggests that banks should focus on enhancing security measures, improving digital literacy, and providing efficient customer support to strengthen customer trust and satisfaction in digital banking services.
DOI: https://doi.org/10.5281/zenodo.20340874
A Study On Customer Perception Towards FinTech Services
Authors: Mayuri Waghmode, Prof. Neelam Patil
Abstract: Trademark disputes involving property names are growing rapidly in recent years. Builders, developers, and real estate companies give unique attractive names to housing projects, apartments, malls, and commercial complexes to add brand value. Such names at times have been registered as trademarks. In case of identical or similar property names being used by different parties, such circumstances may cause confusion among consumers. This paper provides an overview of the concept of trademarks over property names, the legal mechanism regarding disputes arising, important judicial precedents that have been decided, and enunciate certain problems in enforcement. This paper highlights trademark law's protection for property names and balancing of commercial interests with public rights.
DOI: http://doi.org/10.5281/zenodo.20341407
A Study On Investor Preference Towards Index And Non-Index Mutual Funds
Authors: Aniket Rupnawar, Prof. Rahul Waghmare
Abstract: We investigate retail investor preferences for index versus actively managed mutual funds. Through a structured questionnaire (n ≈100 hypothetical respondents) covering risk tolerance, fee sensitivity, and fund choice, we analyse which factors drive fund selection. Descriptive statistics and inferential tests (chi-square, logistic regression) are applied using Python/pandas/statsmodels. The survey results show approximately equal preference: ~44% favour active funds, ~40% passive, and ~16% are neutral. Higher cost sensitivity and higher risk aversion significantly predict preference for index funds. These findings are consistent with recent evidence that actively managed funds rarely beat passive benchmarks[1][2]. The literature review highlights that index funds typically offer lower fees and broad diversification[4][5]. Despite this, many investors still choose active funds due to perception of potential outperformance or familiarity. Our analysis quantifies these effects and suggests that educating investors about fees and diversification may shift preferences toward passive funds. Limitations include the hypothetical sample and self-reported measures.
DOI: http://doi.org/10.5281/zenodo.20342819
Employee Record Management System Using SQL For Efficient Organizational Data Handling
Authors: Neeta Satishrao Shastri
Abstract: In modern organizations, maintaining employee records manually is time-consuming, error-prone, and inefficient. The increasing need for secure and systematic employee data management has encouraged organizations to adopt computerized database systems. This research paper presents the development and implementation of an Employee Record Management System using SQL. The system is designed to store, retrieve, update, and manage employee information efficiently through a relational database structure. SQL queries are used to perform operations such as data insertion, modification, deletion, and retrieval. The study highlights the advantages of computerized employee management systems over traditional manual methods, including improved accuracy, faster processing, better security, and reduced paperwork. The proposed system is suitable for small and medium-sized organizations and demonstrates the practical application of database management concepts in organizational operations. The study also discusses system limitations and future enhancements such as payroll integration, attendance tracking, and cloud-based access.
DOI: http://doi.org/10.5281/zenodo.20353157
Environmental Sustainability Management Practices and Performance of Community-Based Watersheds in Taita Taveta County, Kenya
Authors: Jackan Walaghe Kajumwa, Mwakio Mwagandi, Rehema Swalehe
Abstract: This study examined how environmental sustainability management practices influence watershed performance in Taita Taveta County. Community-based watersheds support farming, biodiversity, water supply, and livelihoods, but face challenges such as soil erosion, deforestation, and climate variability. The study focused on soil conservation, water harvesting, afforestation, and reforestation practices. A descriptive research design and census approach were used, targeting 20 watersheds. Data was collected using structured questionnaires and analyzed using SPSS version 29 with descriptive and inferential statistics. Regression analysis showed that all four practices had a positive and significant effect on watershed performance. The findings indicate that integrated conservation practices improve resource management, restore ecosystems, and enhance community participation. The study concludes that strong institutional support, technical capacity, and stakeholder coordination are important for long-term sustainability. It recommends supportive policies, increased funding, continuous training, and expansion of community-based conservation programs to improve watershed outcomes.
DOI: http://doi.org/10.5281/zenodo.20353461
A Study of Conflict Management and its Impact on Team Performance in the It Sector
Authors: Sonal Gavali, Rani Kachare, Rupali Dagadkhair, Siddhi Dhapodkar, Prof. Swapnil Pawar
Abstract: This research paper examines the role of conflict management and its impact on team performance in the Information Technology (IT) sector. In today’s dynamic business environment, IT organizations rely heavily on teamwork, collaboration, and communication to achieve organizational goals. However, workplace conflicts arising from differences in opinions, work pressure, communication gaps, cultural diversity, and role ambiguity can negatively affect employee productivity and team efficiency. Effective conflict management practices are therefore essential to maintain healthy work relationships and improve overall team performance. The primary objective of this study is to analyze the causes of workplace conflict in IT organizations, evaluate the strategies used to manage conflicts, and understand their influence on team productivity, employee satisfaction, and organizational effectiveness. The study adopts a descriptive and analytical research methodology using both primary and secondary data. Primary data is collected through structured questionnaires from employees working in various IT companies. The findings of the study indicate that proper conflict management techniques such as communication, collaboration, negotiation, and leadership support positively influence team performance. The research also highlights that unresolved conflicts reduce employee morale, increase stress, and negatively impact productivity.
DOI: http://doi.org/10.5281/zenodo.20354251
Customer Email Engagement Analytics Using Microsoft Fabric And Power BI
Authors: Anjali Jitendra Mahajan, Prof. Gayatri Deokate
Abstract: In the modern digital business environment, organizations increasingly depend on customer engagement analytics to improve marketing performance and business decision-making. This research paper focuses on integrating CRM and marketing datasets using Microsoft Fabric and Power BI to analyze customer email engagement behavior. The study integrates customer interaction datasets including Email Sent, Delivered, Opened, Clicked, and Bounced events into a centralized analytical platform using Microsoft Fabric Lakehouse architecture and PySpark notebooks. The research demonstrates the implementation of Bronze, Silver, and Gold layered architecture for organizing and transforming customer interaction datasets. Microsoft Fabric OneLake shortcuts, PySpark notebook transformations, and Power BI dashboards were used for centralized reporting, KPI analysis, and business intelligence visualization. Important marketing KPIs such as Delivery Rate, Open Rate, Click-Through Rate (CTR), and Bounce Rate were analyzed to evaluate campaign effectiveness and customer engagement patterns. The study findings indicate that centralized customer engagement analytics significantly improve reporting efficiency, campaign analysis, and marketing decision-making. The implementation also highlights the effectiveness of Microsoft Fabric in scalable data integration and cloud-based business analytics.
DOI: https://doi.org/10.5281/zenodo.20354969
Impact Of Influencer Marketing On Consumer Purchase Decisions In Pune
Authors: Shivam Santosh Kadam
Abstract: Influencer marketing has emerged as one of the most effective digital marketing strategies in recent years. Social media influencers play an important role in shaping consumer opinions, increasing brand awareness, and influencing purchase decisions. This research paper analyzes the impact of influencer marketing on consumer purchase decisions in Pune. The study focuses on understanding how influencer content, reviews, recommendations, and engagement affect consumer behaviour. The research is based on primary data collected from 80 respondents through a structured questionnaire using Google Forms and offline responses. Descriptive research design and convenience sampling methods were used for the study. The collected data was analyzed using percentage analysis, charts, and tables with the help of Microsoft Excel. The findings reveal that Instagram and YouTube are the most influential platforms affecting consumer buying behaviour. A majority of respondents follow influencers and have purchased products recommended by them. Consumers trust influencer recommendations more than traditional advertisements because influencers appear more relatable and authentic. Product quality, brand reputation, and influencer reviews are the major factors influencing consumer buying decisions. The study concludes that influencer marketing has a significant positive impact on consumer purchase decisions in Pune. It increases brand awareness, customer engagement, and purchase intentions. However, issues such as fake followers, misleading promotions, and lack of transparency may reduce consumer trust. The study suggests that businesses should collaborate with trustworthy influencers and focus on authentic and engaging content for effective marketing campaigns.
DOI: https://doi.org/10.5281/zenodo.20375028
A Theoretical Evaluation of Climate Finance Approaches and Ethical Perspectives of Farmers in Improved Agricultural Production of Tamilnadu Delta Farmers
Authors: Sowmiya Asokan, Asst. Prof Nisha Pakkirisamy, Boomija, Rekha Ramu, Nivetha Paramasivam, Dharshini Rajan
Abstract: The convergence of climate change, agricultural vulnerability, and rural livelihoods presents one of the most pressing policy challenges of the twenty-first century. The research identifies a fundamental tension between externally-driven definitions of 'improved agricultural production' which typically privilege yield maximization and technology adoption and the farmer-centric conceptions of improvement that emphasize ecological stewardship, intergenerational land tenure, and community resilience. It further argues that climate finance conditionality mechanisms systematically disadvantage marginal and small landholders, reproducing existing agrarian inequalities rather than transforming them. The methodology employed is a systematic theoretical literature review combined with critical policy analysis. Key findings suggest that: (1) climate finance instruments available to Tamil Nadu delta farmers are predominantly supply-driven and lack adequate procedural justice mechanisms; (2) the capabilities of delta farmers are asymmetrically expanded by available climate finance, systematically favoring larger landholders and technology-adopting farmers over subsistence-oriented ones; (3) farmer ethical frameworks, rooted in intergenerational stewardship and water-sharing norms, diverge significantly from the productivist assumptions embedded in policy; and (4) the definition of 'improved agricultural production' as operationalized in policy discourse inadequately captures the complex, context- specific values of delta farming communities. The study concludes with recommendations for reforming climate finance delivery mechanisms to incorporate participatory design, farmer-led innovation systems, and justice-sensitive conditionality criteria. It contributes original insights to both the climate finance literature and the emerging field of agricultural ethics, with specific policy implications for Tamil Nadu, India, and comparable deltaic agricultural contexts globally.
Perception of Retail Investors on Usage of Ai Chatbots on Esg Principles as an Effective Tool for Investment Decision in India
Authors: Sowmiya Asokan
Abstract: The study investigates this crucial intersection of Indian retail investors truly perceive, trust, and ultimately act on the advice of an AI chatbot when the recommendation involves a moral choice, like investing for a sustainable future. Most of the respondents agree that they are willing to pay an extra fee for AI service providing highly detailed and personalized ESG analytics. By exploring their perceptions of transparency, risk, and the AI's ability to navigate complex ESG data, we seek to understand whether the chatbot is seen as a dependable guide or just a digital distraction in the journey toward responsible wealth creation.
Language Transcription Using Genai
Authors: Karthiban .R, Rajashakthikumar.R, Sabaripriya .S, Selvaganesh. L, Suganthi .R
Abstract: Online Conferencing Application is designed to be a communication platform in real time, which allows users to connect via video, audio, and chat from anywhere .The primary objective of this project is to build a system that is fast, secure, and user-friendly for online meetings, virtual classrooms, and remote collaboration.React.js is used to create the frontend, which gives a responsive and interactive user interface for smooth communication. Node.js is used for the backend, which handles server-side operations, user authentication, and data exchange in an efficient manner .In order to have an instant communication in real-time, Socket.io is brought in which makes it possible to have a live chat, notifications, and user synchronization without any waiting time. This set of modern technologies is what makes the system stable, with low latency, and scalable .To sum up, the Online Conferencing Application is an efficient, dependable, and userfriendly tool for virtual communication, which is in line with the increasing demand of online communication in this digital era. With the increasing need for remote communication and online collaboration, this application provides an effective solution that integrates multiple technologies to deliver high-quality video, audio, and data transmission over the internet. The frontend of the application is built using React.js, which provides a responsive and interactive user interface for smooth navigation and dynamic updates. The backend is implemented with Node.js and Express.js, which handle API requests, authentication, and socket connections. The system uses Socket.IO to maintain low-latency bidirectional communication between the client and server, ensuring real-time synchronization of audio, video, and messages among all participants. The Online Conferencing Application is a comprehensive real-time communication platform designed to support seamless interaction through video, audio, chat, and intelligent language processing. The system aims to provide a fast, secure, and user-friendly environment for virtual meetings, online classes, and remote collaboration.The frontend of the application is developed using React.js, which provides a responsive and dynamic user interface, along with capabilities for capturing live audio and video streams. The backend is implemented using Node.js and Express.js, handling API requests, authentication, and real-time data processing efficiently. Socket.IO (WebSockets) is used to enable low-latency, bidirectional communication, ensuring smooth synchronization of messages, media streams, and user activities.The application includes several advanced features such as a chatbox for real-time messaging, a live participant list to monitor users in a meeting, active speaker identification, automatic video recording, recording history, and meeting history for future reference. Security is enhanced through unique passwords for each meeting room, along with administrative controls that allow the host to manage participants, including removing users during an ongoing session.A key innovation in this system is the integration of a real-time voice translation module (VIDEO-TRANSLATE). In this feature, user speech during a video call is captured in the React frontend and transmitted to the Node.js backend. The backend leverages the Groq API to perform Speech-to-Text (STT), converting audio into text, and then translates the text into a user-selected target language. The translated text is sent back to the client and displayed as live subtitles. Additionally, the browser’s built-in SpeechSynthesis API is used to convert the translated text into speech, enabling users to hear the translated output instantly. This feature supports multilingual communication and enhances accessibility for diverse users.Overall, the Online Conferencing Application is a scalable, reliable, and feature-rich platform that meets modern communication needs. By integrating real-time conferencing with intelligent voice translation, the system provides an advanced and inclusive digital communication experience.
DOI: https://doi.org/10.5281/zenodo.20378078
Preparing HR Managers For Data Driven Decision Making
Authors: Gururaj S N, Dr. Jayanthi R
Abstract: The study aims to evaluate the preparedness of Human Resource (HR) managers for data-driven decision-making by analysing the impact of data literacy, organisational support, and the adoption of HR analytics technologies on the efficacy of decision-making. This paper examines how HR managers may successfully incorporate data insights into strategic and operational activities, acknowledging the growing significance of analytics and artificial intelligence in human resource management. A quantitative study approach was used, using data gathered from 384 HR experts across public, private, multinational, start-up, and non-governmental organisations. A structured questionnaire with a 5-point Likert scale assessed four constructs: data literacy among HR managers, organisational support, the adoption of HR analytics technologies, and the efficacy of data-driven decision-making. Statistical studies were performed with SPSS and AMOS, including descriptive statistics, correlation, regression, and structural equation modelling to investigate the connections among the variables. The findings indicated substantial positive correlations across all variables, showing that HR managers with enhanced data literacy, more organisational support, and broader use of analytics technologies had superior decision-making skills. The results indicate that data literacy immediately improves analytical proficiency, organisational support creates a conducive climate for analytics integration, and advanced tools boost predicted precision and operational performance. The study indicates that fostering data literacy and technological adaptation in HR professionals, supported by a culture of evidence-based decision-making, is crucial for organisational flexibility and sustained performance. It underscores that preparing HR managers for data-driven decision-making is not only a technical adjustment but a strategic transformation that establishes HR as an essential collaborator in attaining enduring organisational performance and competitiveness.
DOI: https://doi.org/10.5281/zenodo.20391964
Brand Loyalty And Its Impact On Repeat Purchase Behavior
Authors: Jamuna Prasad Vishwakarma
Abstract: The study titled “Brand Loyalty and Its Impact on Repeat Purchase Behavior” examines how customer loyalty influences consumers’ repeated buying decisions in competitive markets. Brand loyalty is an important marketing concept that helps organizations build long-term customer relationships through trust, satisfaction, emotional attachment, and consistent brand performance. The study also explores factors such as brand trust, perceived consistency, promotional influence, product availability, and switching resistance that affect customer loyalty and purchasing behavior. A quantitative research methodology was adopted using a structured questionnaire based on a 5-point Likert scale. Data was collected from 210 respondents through purposive sampling and analyzed using descriptive statistics, regression, ANOVA, and reliability analysis with SPSS software. The findings revealed a significant positive relationship between brand loyalty and repeat purchase behavior. Promotional influence and switching resistance emerged as strong predictors of repeat purchases, while brand trust and perceived consistency significantly influenced customer loyalty. The study concludes that organizations should focus on customer satisfaction, trust, consistent product quality, and effective promotional strategies to strengthen brand loyalty, improve customer retention, and achieve long-term business growth in competitive markets.
DOI: http://doi.org/10.5281/zenodo.20392268
Study Of Entrepreneurship Education On University Students’ Skill Development And Startup Intentions In Haryana
Authors: Ms. Saryu. Research Scholar, Dr Mahipal Singh, Associate Professor,
Abstract: This study examines its impact on Haryana university students' skill development and startup mindset. Based on the most recent empirical research (2020–2026), the study highlights how entrepreneurial education contributes to the growth of management, technical, cognitive, and problem-solving skills. Additionally, it emphasises how it enhances entrepreneurial self-efficacy, opportunity perception, and access to institutional entrepreneur support structures in order to increase entrepreneurial intention. According to available empirical data, students' entrepreneurial mindsets and intentions to pursue entrepreneurship are significantly impacted by entrepreneurship education. Universities in the state of Haryana are crucial to the growth of the state's business ecosystem and, as a result, are helping to develop the next generation of entrepreneurs.
DOI: https://doi.org/10.5281/zenodo.20393320
An Analysis Of Online Food Ordering Applications In India: Zomato And Swiggy
Authors: Harshdeep Jaiswal, Mr. Vijay Sharma Assistant Professor.
Abstract: The present study titled “An Analysis of Online Food Ordering Applications in India: Zomato and Swiggy” focuses on understanding the growth and performance of online food delivery platforms in India. With the rapid increase in internet usage and smartphone adoption, online food ordering applications have become an essential part of modern lifestyle. Companies like Zomato and Swiggy have transformed the food delivery industry by offering convenience, variety, and fast delivery services to customers across urban and semi-urban areas. The main objectives of the study are to analyze customer preferences towards online food ordering applications, to compare the services provided by Zomato and Swiggy, to identify the factors influencing customer satisfaction, and to examine the challenges faced by users while using these applications. The research is based on both primary and secondary data. Primary data was collected through structured questionnaires distributed among users of online food delivery applications. Secondary data was collected from company websites, journals, research articles, and online sources. The collected data was analyzed using statistical tools such as percentage analysis, charts, and graphs with the help of MS Excel. The major findings of the study reveal that convenience, time-saving, discounts, and variety of food options are the key factors influencing customer preference for online food ordering applications. It was also observed that both Zomato and Swiggy provide competitive services; however, differences exist in delivery time, promotional offers, and user interface. The study concludes that online food ordering applications have significantly changed consumer food purchasing behavior in India. It is recommended that companies focus on improving delivery efficiency, customer support services, and maintaining food quality standards to enhance customer satisfaction and maintain competitive advantage.
DOI: https://doi.org/10.5281/zenodo.20395285
Impact Of Green Marketing Strategies On Consumer Purchase Intention: The Mediating Role Of Environmental Awareness Among Generation Z Consumers In India
Authors: Dr.Ekta Mukar, Dr. Kudshiya Raza
Abstract: The growing environmental challenges around the world, such as climate change, pollution, depletion of natural resources, and excessive waste generation, have greatly affected how consumers think and how businesses operate. Recently, green marketing has become an important strategy that helps organizations promote eco-friendly products, sustainable production methods, and responsible consumption habits. Consumers are more aware of the environmental impact of their buying choices and are increasingly choosing brands that show a commitment to sustainability and social responsibility. This study looks at how green marketing strategies affect the purchase intentions of Generation Z consumers in India. It particularly emphasizes the role of environmental awareness in this relationship. Generation Z is one of the most digitally connected and socially aware groups, making them responsive to messages about sustainability, eco-friendly branding, and social media campaigns. The study examines key green marketing factors, such as green advertising, eco-labeling, and sustainability campaigns on social media, and looks at how these elements influence consumers' willingness to buy eco-friendly products. The study uses a quantitative research method. It plans to gather primary data through structured questionnaires distributed to Generation Z consumers across various regions of India. The questionnaire will use a five-point Likert scale to assess respondents’ views on green marketing practices, environmental awareness, and purchase intention. Secondary data will be collected from research journals, books, reports, and scholarly databases concerned with sustainable marketing and consumer behavior. The study will use IBM SPSS Statistics to analyze the data and examine the relationships among variables through descriptive statistics, correlation analysis, regression analysis, factor analysis, and mediation analysis. The expected results suggest that green marketing strategies have a positive and significant effect on consumer purchase intentions. Eco-labeling builds consumer trust in sustainable products, while social media campaigns help shape environmental awareness among Generation Z. Additionally, environmental awareness is likely to be a strong mediator that enhances the link between green marketing strategies and sustainable buying habits. Consumers with higher levels of environmental awareness are expected to have more positive attitudes toward eco-friendly products and show stronger purchase intentions. This study adds to the existing literature on sustainable marketing and green consumer behavior within the Indian context. It also offers practical insights for marketers, organizations, policymakers, and educators aiming to promote environmentally responsible consumption. Businesses that adopt clear and genuine green marketing practices may boost brand loyalty, consumer trust, and long-term sustainability.
Reframing The Narrative: A Multimodal Rhetorical Analysis Of Vertical Adaptation In Atonement (2007)
Authors: Asst. Lect. Saifuldin Sa’ad Khudair
Abstract: This paper investigates how the vertical reframing can alter the rhetorical and visual meaning in addition to the message of two selected video excerpts from the famous film Atonement (2007). The study analyzes the two excerpts by adopting the model of visual rhetoric by Sonja K. Foss to denote how the change of the regular cinematic aspect ratio of the film into the new Tiktok vertical screen aspect ratio can in turn, reshapes the rhetorical ambience of the film. This paper argues that the aspect ratio can ultimately function as a rhetorical strategy adhering to some principles of visual rhetoric which can be used as a tool to influence the viewer’s interpretation of a given excerpt from the film.
DOI: https://doi.org/10.5281/zenodo.20408248
A Study on Customer Adoption and Usage of UPI Applications in India
Authors: Nikita Devanand Shivsharan, Prof. Prashant Kalwade, Prashant Kalwade
Abstract: The rapid growth of digital payment systems has transformed the banking and financial sector in India. Unified Payments Interface (UPI) has emerged as one of the most popular digital payment methods due to its convenience, speed, and security. This study aims to analyze customer adoption and usage patterns of UPI applications in banking services. The research focuses on understanding customer preferences, frequency of usage, factors influencing adoption, satisfaction levels, and challenges faced while using UPI applications. The study is based on primary data collected through a structured questionnaire from respondents using various UPI applications such as Google Pay, PhonePe, Paytm, and BHIM. Statistical tools including percentage analysis, charts, and hypothesis testing have been used to interpret the data. The findings indicate that ease of use, convenience, transaction speed, and cashback offers significantly influence customer adoption of UPI applications. The study also reveals a high level of customer satisfaction with UPI services, although concerns related to security and technical issues still exist. The research concludes that UPI has become an essential part of digital banking and has significantly contributed to the growth of cashless transactions in India. The study provides valuable insights for banks, payment service providers, and policymakers to enhance customer experience and strengthen digital payment infrastructure.
DOI: https://doi.org/10.5281/zenodo.20410302
IoT Assisted Real Time Health Monitoring System Using Deep Neural Networks
Authors: Dr.J.Gajavalli, Dr P.Saranya
Abstract: There is a massive paradigm shift taking place within the field of global health monitoring systems due to the fusion of Internet of Things (IoT) devices and Deep Learning (DL). Conventional health monitoring solutions are episodic, reactive, and clinic-centric, missing out on the essential need to record continuous and real-time data pertaining to vital health parameters. This paper outlines an IoT-assisted real-time health monitoring system that utilizes multi-modal wearable sensor devices (ECG, PPG, accelerometer, temperature) along with a unique hybrid deep neural network. The proposed solution, dubbed HealthNet, incorporates a Temporal Convolutional Network (TCN), Bidirectional Long Short-Term Memory (Bi-LSTM) network, and Multi-Head Attention mechanism to effectively process real-time time-series data. The performance of HealthNet was tested using a massive database containing 1,000 patients' health records consisting of 10 million labeled time-series samples. Results indicate that the model can accurately detect five health emergencies (arrhythmia, hyperthermia, hypothermia, falls, and respiratory distress) with 98.2% accuracy and 97.5% sensitivity, ensuring sub-second latencies of less than 200 milliseconds.
DOI: https://doi.org/10.5281/zenodo.20416044
Neuromarketing And Predictive Consumer Behavior Modeling Using Social Media Sentiment And Deep Learning Techniques
Authors: Dr. Ravi I A, Dr. Saley Seetharaman
Abstract: The intersection of neuromarketing with social media analytics brings new possibilities for understanding the hidden motivations of consumers and making predictions about their purchasing behavior. This paper introduces a unique approach to creating an integrated model that incorporates information from both EEG readings and social media sentiments. Based on the multimodal data from 250 participants (EEG, eye tracking, GSR) and 5 million messages collected from social networks regarding 12 different products, this study reveals cognitive and affective biometric indicators that reflect consumers' preferences. Then, a Hierarchical Attention-based Deep Neural Network (HA-DNN) is developed to incorporate neural biomarkers of preferences and sentiments expressed on social media and predict individual purchasing decisions. This model shows 86.7% accuracy in predicting purchase decision with AUC = 0.91 and outperforms social media sentiment models (71.2%) and neural network models (78.4%) substantially.
DOI: https://doi.org/10.5281/zenodo.20416237
Student Performance Prediction Using Machine Learning
Authors: Venugopal S, Dr. P. Jeyanthi
Abstract: Predicting student performance has grown in importance as a field of study in education analytics and machine learning. Large volumes of student data, including attendance, grades, assignments, and behavioral records, are produced by educational institutions. Conventional assessment techniques frequently fail to spot weak students early on. A machine learning-based method for forecasting students' academic success is presented in this research. In order to handle missing values and normalize attributes, the system gathers and preprocesses student data. The most pertinent elements influencing student performance are found using feature selection strategies. Prediction is done using machine learning algorithms like Decision Tree, Random Forest, SVM, and ANN. Students are divided into three performance categories by the trained models: High, Medium, and Low. Additionally, the suggested approach produces likelihood scores for predicting academic performance. According to experimental findings, ANN and Random Forest outperform conventional techniques in terms of prediction accuracy. The approach assists teachers in identifying kids who are at danger and in promptly offering academic support. Additionally, it helps schools raise student success rates and overall educational quality.
DOI: https://doi.org/10.5281/zenodo.20416403
Lost in Translation: Information Asymmetry and Signal Gaps in Early-Stage Venture Capital Fundraising
Authors: Muntaha Sabuwala
Abstract: This study investigates how effectively Indian early-stage startups communicate investment-relevant information to venture capital investors through pitch decks and whether systematic signal gaps reinforce information asymmetry in fundraising markets. Analysing 50 startup pitch decks across Pre-Seed to Series A stages and sectors including Deep Tech, SaaS, FinTech, HealthTech and AI/IT, the research applies a manually coded binary rubric of 19 variables grouped into five VC evaluation dimensions: product differentiation, market opportunity, traction, financial viability and team credentials. The findings reveal significant imbalance in communication quality, with team and market signals appearing substantially more frequently than financial signals, while exit strategy communication remains nearly absent. Although most startups address all major investor evaluation areas, critical gaps persist in articulating competitive advantage and growth dynamics. These findings suggest that current fundraising communication practices only partially mitigate information asymmetry, increasing investor uncertainty, due diligence costs and the risk of inefficient capital allocation decisions.
DOI: https://doi.org/10.5281/zenodo.20428317
To Study the Impact of Training and Development on Employee Performance
Authors: Samruddhi Sanjay Kudale, Dr. Sandip Ishwar Salunkhe
Abstract: Training and development constitute one of the most critical functions of human resource management, serving as a strategic tool for enhancing employee competence and organizational effectiveness. This study examines the impact of training and development programmes on employee performance within the organizational context. The primary objective is to assess how systematic training initiatives influence the productivity, skill enhancement, job satisfaction, and overall performance of employees. The study adopts a descriptive research design, utilizing both primary and secondary data sources. Primary data was collected through structured questionnaires administered to employees and managers across selected departments, while secondary data was drawn from organizational records, published journals, and relevant literature. The sample was selected using a random sampling technique, ensuring representation across various levels of the organizational hierarchy. The findings of the study reveal a significant positive relationship between training and development activities and employee performance. Employees who received regular and structured training demonstrated higher levels of productivity, improved competency, greater adaptability to change, and enhanced motivation compared to those with limited exposure to development programmes. Furthermore, the study highlights that the relevance of training content, quality of trainers, and post-training support are key determinants of training effectiveness. The study concludes that organizations that invest consistently in training and development gain a competitive advantage through a more skilled, confident, and engaged workforce. Based on the findings, it is recommended that organizations design need-based training programmes aligned with both individual career goals and organizational objectives, and establish robust evaluation mechanisms to measure the return on training investment.
DOI: http://doi.org/10.5281/zenodo.20443804
Project Summary A Study Of Cloud Computing And Accounting
Authors: Priti Kailas Katav, Dr. Sandip Salunkhe
Abstract: Cloud computing has become one of the most significant technological innovations in the modern business world. It has transformed business operations, communication systems, information storage, and financial management practices across industries. The project titled “A Study of Cloud Computing and Accounting” focuses on understanding how cloud computing technologies influence accounting systems, financial reporting, operational efficiency, automation, and business productivity. Traditional accounting systems mainly depended on manual bookkeeping methods, desktop-based accounting software, physical storage systems, and paper records. These traditional systems created several operational difficulties including delayed financial reporting, higher maintenance costs, manual accounting errors, limited accessibility, and inefficient collaboration between departments. With rapid digital transformation and increased dependence on online business systems, organizations have started adopting cloud accounting technologies for improving efficiency and financial management. Cloud accounting refers to the use of internet-based accounting software and cloud platforms for maintaining financial records, payroll processing, invoicing, auditing, taxation, inventory management, and financial reporting. Cloud accounting systems store financial information on secure remote servers that can be accessed from anywhere through internet-enabled devices. The study concludes that cloud accounting systems improve accessibility, flexibility, collaboration, automation, and operational efficiency. However, organizations must also address challenges such as cybersecurity risks, internet dependency, privacy concerns, and lack of technical knowledge for successful implementation of cloud accounting systems.
DOI: https://doi.org/10.5281/zenodo.20443794
Financial Inclusion For Farm And Non-Farm Poverty Alleviation In Northeast Nigeria: A Case Study Of Wukari Local Government Area, Taraba State
Authors: Ishaku Rimamtanung Nyiputen, Samson Adeniyi Aladejare, Uboh Samuel
Abstract: Despite various government initiatives aimed at promoting financial inclusion in Nigeria, the level of financial exclusion remains high in many rural communities. However, this study examined the role of financial inclusion in alleviating poverty among rural households engaged in farm and non-farm activities in Wukari Local Government Area. The main objective of the study was to investigate how access to financial services influences agricultural productivity and non-farm income-generating activities among rural households. The study adopted a descriptive survey research design. Primary data were collected through structured questionnaires administered to 120 respondents, including farmers, traders, and artisans. The data were analysed using descriptive statistical tools such as frequency distribution and percentages. The findings revealed that majority of respondents have access to bank accounts, indicating a moderate level of financial inclusion in the area. The results further showed that financial inclusion significantly improves agricultural productivity by enabling farmers to access credit and invest in productive inputs. In addition, financial services support non-farm economic activities such as small businesses and trading, thereby increasing household income. However, the study also identified challenges such as long distances to banking facilities, lack of collateral, and high interest rates as major barriers to financial inclusion. The study concludes that improving financial inclusion can significantly reduce poverty and enhance economic development in rural communities. It therefore recommends expansion of rural banking services, promotion of digital financial services, and implementation of financial literacy programs.
DOI: http://doi.org/10.5281/zenodo.20444857
Emotional Intelligence In Leadership
Authors: Vinod R. Kantharia
Abstract: Emotional Intelligence (EI) has become an important leadership skill in modern organizations especially in dynamic and crisis prone business environments. Despite the fact that earlier studies have tested the connection between EI and leadership effectiveness, there is a lack of empirical studies on how EI can affect leadership styles and decision-making in crisis situations on the Indian organizational environment. To fill this gap, the current study explores the importance of EI in the leadership traits and evaluates how it is related to the team climate, productivity, and crisis related decision making strategies. The research study takes a quantitative research design, which involves a structured questionnaire, which is to be carried out to 150 individuals who are top management personnel working in the Indian firms based on purposive sampling. The proposed hypotheses were tested by using SPSS (Version 23) statistical analysis, which consisted of descriptive statistics, Pearson correlation, and ANOVA. The results show that EI has a strong correlation with leadership traits and has a positive relationship with team climate and productivity. In addition, EI proves to have a statistically significant influence on leadership styles in constructions of effective decision-making strategies in circumstances of crisis (p < 0.05). The more emotionally aware and regulated the leaders were, the more they could re-orient their thinking, cope with barriers experienced at the workplace and hold the team together in times of uncertainty. The research adds to the literature on leadership because it has given empirical evidence on the Indian corporate situation and emphasized EI as a strategic leadership capability in crisis management. The results imply that companies ought to incorporate the EI training in leadership courses to boost decision-making processes, organizational flexibility, and teamwork performance.
DOI: https://doi.org/10.5281/zenodo.20444905
The Evolution and Sustainability of Strategic Thinking and Practices: Blue Ocean Strategy
Authors: Vinod R. Kantharia
Abstract: Blue Ocean Strategy (BOS) is known as a means of differentiating a firm from its competitors and enhancing its performance level. However, the success of BOS is usually concise, as a result, there is a very significant difference between the creation of uncontested markets and their maintenance over the long term. This investigation penetrates the issue of sustainability. Based on the thematic analysis of the literature, the study discovers two main themes such as the direct impact of BOS on the attainment of a competitive advantage and the indirect influence on organizational performance improvement. In spite of this, the analysis also indicates that these achievements are confronted by the "purple ocean", a transition period of imitation and market change, thus constituting the biggest sustainability issue. The article proposes that passage through this phase can be achieved through the creation of dynamic capabilities, thus utilizing such technology as Industry 4.0 and still abiding by a customer-centric approach, without any relaxation. The current investigation is not focused on the momentary blue ocean creation but rather on the continuous strategic discipline that is needed to retain them and thus it offers a framework for sustaining competitive advantage over time. The limitations of the study are represented by its reliance on secondary data only.
DOI: https://doi.org/10.5281/zenodo.20444977
A Study On Sustainable Finance And Investment
Authors: Vinod R. Kantharia
Abstract: In recent years, the growing awareness of environmental, social, and governance (ESG) factors has led to an increasing emphasis on sustainable finance and investment as critical components of long-term economic growth. The primary aim of this journal paper is to examine sustainable finance and investment and strategies that can be utilized to promote these practices in organizations. The specific objectives included exploring the benefits of sustainable finance and the potential challenges that can be experienced in their implementation. The findings of this study are significant in expanding the literature on sustainable financing and investment. A mixed method was employed, and surveys and interviews were considered for data collection. A crucial finding was that sustainable financing and investment benefits included adopting innovative practices and increased organizational profitability. In particular, sustainable funding was noted to improve the company’s image as caring due to the management of social and environmental issues, thereby attracting more customers. The study revealed that sustainable finance and investment significantly enhance organizational profitability, drive research and development, and promote environmental responsibility. However, challenges such as greenwashing, lack of investor commitment, and slow returns hinder its widespread adoption, highlighting the need for stronger regulations, awareness creation, and policy enforcement.A crucial challenge linked to sustainable financing entails greenwashing, in which organizations provide false information on their sustainability efforts, thereby misleading customers about the quality of products. In this regard, one recommendation to promote sustainable financing and investment involves implementing policies that lower the costs of implementing sustainable investments. Moreover, increasing awareness among investors on sustainable financing can ensure that they consider the sustainable practices of organizations before funding them.
DOI: http://doi.org/10.5281/zenodo.20445015
An Investigation of the Challenges Faced By School Managers in Addressing Pupil Absenteeism in Selected Schools in Lunte District, Northern Province, Zambia
Authors: Nkalamo Kelvi
Abstract: Pupil absenteeism remains a persistent challenge to educational access, participation, and achievement in many rural parts of Zambia. Although national policies promote equitable access to education, school managers in rural districts often face practical constraints when monitoring attendance, engaging parents, and implementing interventions for chronically absent learners. This study investigated the challenges faced by school managers in addressing pupil absenteeism in selected schools in Lunte District, Northern Province, Zambia. The study was guided by Bronfenbrenner’s Ecological Systems Theory and Herzberg’s Two-Factor Theory. A descriptive mixed-methods design was adopted to collect both quantitative and qualitative data from school managers, teachers, District Education Board officials, parents, and community leaders. Data were collected through questionnaires, semi-structured interviews, focus group discussions, and document review. Quantitative data were analysed using descriptive statistics, while qualitative data were analysed thematically. The findings indicate that pupil absenteeism in Lunte District is driven mainly by poverty, long distances to school, seasonal agricultural labour, illness, early marriage, teenage pregnancy, inadequate menstrual hygiene facilities, and weak parental involvement. School managers used strategies such as attendance registers, home visits, counselling, parent meetings, collaboration with community leaders, and limited school feeding support. However, their efforts were constrained by inadequate transport, limited funding, shortage of staff, weak institutional follow-up, and insufficient policy guidance on chronic absenteeism. The study concludes that absenteeism in Lunte District is a multidimensional problem requiring coordinated school, household, community, and policy-level interventions. It recommends strengthening attendance monitoring systems, expanding school feeding programmes, improving rural school infrastructure, supporting girl-friendly sanitation, and empowering school managers through training, resources, and clearer operational guidelines.
DOI: https://doi.org/10.5281/zenodo.20456876
The Role Of Predictive Analytics In Enhancing Managerial Effectiveness
Authors: Pratiksha Gorakh Murawade
Abstract: This study investigates the role of predictive analytics in enhancing managerial effectiveness within organizations operating in Pune, India. Against the backdrop of rapid digital transformation, managers are increasingly required to make data-driven decisions in dynamic, competitive environments. Predictive analytics — encompassing statistical models, machine learning algorithms, and data mining techniques — offers a systematic approach to forecasting outcomes and improving organizational performance. Using a descriptive-analytical research design, primary data were collected from 100 managers across IT, banking, manufacturing, retail, and service sectors through a structured questionnaire based on a five-point Likert scale. The findings reveal that predictive analytics significantly improves decision-making quality, operational efficiency, forecasting accuracy, strategic planning, and customer satisfaction. Both research hypotheses were supported: predictive analytics has a significant positive impact on managerial effectiveness and operational efficiency. Key implementation barriers identified include high costs, shortage of skilled professionals, data security concerns, and resistance to organizational change. The study concludes that investing in analytics infrastructure, employee training, and a data-driven organizational culture is essential for sustained competitive advantage.
DOI: http://doi.org/10.5281/zenodo.20457155
A Study on the Effectiveness of Upi Payment Systems Among Retailers With Special Reference To Payyannur Taluk
Authors: LIJO J.L
Abstract: Trademark disputes involving property names are growing rapidly in recent years. Builders, developers, and real estate companies give unique attractive names to housing projects, apartments, malls, and commercial complexes to add brand value. Such names at times have been registered as trademarks. In case of identical or similar property names being used by different parties, such circumstances may cause confusion among consumers. This paper provides an overview of the concept of trademarks over property names, the legal mechanism regarding disputes arising, important judicial precedents that have been decided, and enunciate certain problems in enforcement. This paper highlights trademark law's protection for property names and balancing of commercial interests with public rights.
DOI: http://doi.org/
Operational Efficiency Of Standalone Health Insurance Companies In India – A Study
Authors: Nomula Sandeep, Dr. D. Harikanth
Abstract: The standalone health insurance sector in India has experienced significant growth due to rising healthcare expenditure, increasing medical awareness, and the growing demand for financial protection against health-related risks. The expansion of specialized health insurance services has increased the importance of evaluating operational efficiency, financial stability, claims management, and customer service performance among health insurers. Operational efficiency assessment has become essential for understanding the sustainability, competitiveness, and service quality of insurance companies in a rapidly evolving healthcare environment. The present study aims to evaluate the operational performance of selected standalone health insurance companies in India, namely Star Health and Allied Insurance, Care Health Insurance, and ManipalCigna Health Insurance during the period from 2015–16 to 2024–25. The study is based on secondary data collected from annual reports, IRDAI publications, and company records. Statistical tools such as Mean, Standard Deviation, CAGR, and One-Way ANOVA were applied for analysis and interpretation. The findings reveal that Star Health maintained the strongest market position and financial stability, Care Health demonstrated efficient claims management and customer service performance, while ManipalCigna showed rapid operational expansion. The study highlights the importance of operational efficiency, digitalization, effective claims settlement, and customer-oriented services in improving organizational sustainability and competitiveness in the Indian health insurance sector.
DOI: http://doi.org/10.5281/zenodo.20458873
The Effect Of Credit Risk Management On The Profitability Of Commercial Banks
Authors: Manoj sangisetti, Omar Tarzibash, Maryna Ambark, Brejita Orahin
Abstract: This study examines the effect of credit risk management on the financial performance of a selected commercial bank operating in Iraq over the period 2019–2024. The research is grounded in secondary data obtained from audited annual reports and publicly available financial disclosures. Key financial indicators—including Return on Assets (ROA), Return on Equity (ROE), Capital Adequacy Ratio (CAR), Debt-to-Equity ratio, operating income, and net profit—are analyzed using descriptive and trend analysis techniques. The findings reveal a substantial improvement in profitability, with ROA increasing from 0.60% to 8.00% and ROE rising from 2.70% to 42.00%, indicating markedly enhanced operational efficiency and shareholder returns. The subject institution maintained robust capital adequacy throughout the review period, ensuring financial stability and resilience against credit-related risks. However, the Debt-to-Equity ratio remained relatively elevated, reflecting continued reliance on financial leverage. The study concludes that effective credit risk management played a pivotal role in improving financial performance, supported by improvements in asset quality, prudent provisioning practices, and strong operational growth. These findings underscore the importance of balancing profitability with risk to ensure long-term institutional sustainability in the banking sector.
DOI: http://doi.org/10.5281/zenodo.20488526
“The Influence Of FinTech Innovation On Banking Services”
Authors: Manoj sangisetti, Omar Tarzibash, Maryam Al-Hamadani, Lara Snjqli
Abstract: This study examines the influence of Financial Technology (FinTech) innovation on banking services in Iraq, focusing on service efficiency, customer satisfaction, integration challenges, and competitiveness and financial inclusion. A mixed-methods research design was adopted, combining quantitative data from 90 respondents, including bank customers and employees, with qualitative insights obtained through semi-structured interviews with bank officials, IT managers, and FinTech consultants. Quantitative data were analyzed using descriptive statistics, Pearson correlation, multiple regression, and one-way ANOVA, while thematic analysis was employed for qualitative findings. The results indicate that FinTech adoption significantly enhances service efficiency, customer satisfaction, and the competitiveness of banks while promoting greater financial inclusion. Correlation analysis revealed strong positive relationships between FinTech adoption and key performance indicators, and regression results identified FinTech adoption as the most influential predictor of banking performance. Despite these benefits, several challenges impede effective implementation, including cybersecurity threats, legacy information systems, limited digital literacy, and regulatory constraints. The findings suggest that while FinTech has substantial potential to transform the Iraqi banking sector, its success depends on addressing technological, institutional, and regulatory barriers. The study concludes that strategic investments in cybersecurity, digital infrastructure modernization, regulatory development, and customer education are essential for maximizing the benefits of FinTech and achieving sustainable banking growth and financial inclusion in Iraq.
DOI: https://doi.org/10.5281/zenodo.20488584
Organisational Culture and Employee Behaviour at Hindustan Unilever Limited: A Secondary Data Analysis
Authors: Vani Tyagi
Abstract: Organisational culture is increasingly recognised as a strategic determinant of employee behaviour, engagement, and long-term organisational performance. This paper presents a secondary data-based analytical study of organisational culture and its influence on employee behaviour at Hindustan Unilever Limited (HUL), one of India's premier fast-moving consumer goods (FMCG) companies. Drawing on established theoretical frameworks — including Edgar Schein's three-level model of culture, Geert Hofstede's cultural dimensions theory, Charles Handy's culture typology, and Denison's organisational culture model — the study systematically examines how HUL's cultural attributes, including meritocracy, transparency, diversity and inclusion, leadership philosophy, learning orientation, and employee well-being, translate into observable patterns of employee behaviour. Evidence is synthesised from HUL's annual reports, Unilever's global sustainability publications, peer-reviewed management journals, and reputed business databases. The analysis reveals that HUL's culture, characterised predominantly by task-orientation and person-centred values, positively influences employee motivation, organisational commitment, and retention, while identifying work-life balance and performance management fairness as areas warranting sustained managerial attention. The paper concludes with theoretical implications and practical recommendations for sustaining adaptive organisational cultures in the Indian FMCG context.
DOI: http://doi.org/10.5281/zenodo.20489844
R&D Investment And Financial Performance In The U.S. Healthcare Industry The Moderating Role Of Firm Size
Authors: Manoj sangisetti, Omar Tarzibash, Kalina Merkhail, Merna Alaqrawi
Abstract: This study investigates the impact of research and development (RD) investment on financial performance in U.S. healthcare firms from 2014-2024, with firm size as a moderating variable. Using panel data from 164 publicly listed healthcare companies, financial performance is measured by Return on Assets (ROA) and Return on Equity (ROE), while RD intensity is calculated as RD expenditures divided by total assets. Panel regression analysis, including Pooled OLS, fixed effects, System GMM, and Fama-MacBeth models, reveals that RD investment positively and significantly affects financial performance. The interaction term between RD intensity and firm size is positive and significant, indicating that larger firms more effectively convert RD spending into profitability due to superior resources and commercialization capabilities. Control variables such as leverage, liquidity, tangibility, cash flow, cash holdings, and net working capital consistently influence performance across models. These findings support Resource-Based Theory by demonstrating that RD creates competitive advantage, particularly for larger firms with greater absorptive capacity. The study contributes to healthcare innovation literature by clarifying the RD-performance link and its contingency on organizational scale, offering implications for strategic resource allocation and policy design in innovation-intensive industries.
DOI: http://doi.org/10.5281/zenodo.20506518
Policy Uncertainty And Financial Performance In The US Healthcare Industry
Authors: Omar Tarzibash, Manoj sangisetti, Fatima Al Sheikhly, Noor Gasgoos
Abstract: This study investigates the impact of economic policy uncertainty (EPU), healthcare policy uncertainty (HPU), and monetary policy uncertainty (MPU) on the financial performance of U.S. healthcare firms. Utilizing a balanced panel dataset of 120 publicly traded healthcare companies over 11 years (2013-2023), yielding 1,320 firm-year observations, the analysis employs pooled OLS, fixed effects, random effects, Hausman specification tests, and system GMM estimations. Financial performance is measured using return on assets (ROA), return on equity (ROE), and Tobin's Q, with firm-level controls including leverage, liquidity, size, R&D intensity, cash flow, tangibility, and net working capital. The empirical findings reveal that all three dimensions of policy uncertainty exert statistically significant negative effects on financial performance across model specifications. Among these, monetary policy uncertainty demonstrates the strongest and most consistent adverse impact, followed by healthcare and economic policy uncertainty. Firm characteristics such as liquidity, size, and cash flow generation mitigate the negative effects of uncertainty, while higher leverage and R&D intensity exacerbate financial vulnerability during uncertain periods. These results confirm that policy instability represents a critical strategic risk for healthcare firms, particularly those reliant on external financing and regulatory stability. The study contributes to the literature by demonstrating sector-specific effects of multiple uncertainty types and provides actionable implications for managers seeking to enhance financial resilience, investors evaluating policy risk exposure, and policymakers aiming to reduce regulatory ambiguity that hampers industry performance. Robustness checks using alternative performance measures and estimation techniques validate the core findings across accounting-based and market-based financial metrics.
DOI: http://doi.org/10.5281/zenodo.20507057
A Study on Work-Life Balance & Employee Productivity in Motilal Oswal Financial Services Ltd
Authors: Priya Kumari, Assistant Professor Dr. Pooja Kohli
Abstract: Work-life balance has emerged as a critical driver of employee well-being and productivity in the modern financial services sector. This paper examines the relationship between work-life balance and employee productivity specifically within Motilal Oswal Financial Services Ltd. (MOFSL), one of India's leading diversified financial conglomerates. Drawing entirely on secondary data published academic journals, company reports, industry surveys, and credible online sources the study explores how organisational policies, managerial support, and personal coping strategies intersect to shape an employee's ability to meet professional demands without compromising personal life. The findings suggest that organisations that invest in flexible work arrangements, employee wellness programmes, and transparent communication tend to record noticeably higher levels of employee engagement and output. Conversely, persistent long working hours, unclear role boundaries, and inadequate institutional support erode both morale and efficiency. The paper concludes with implications for human resource management practice in the Indian financial services industry.
Green Compensation and Rewards for Sustainable Work Behaviour in a Leading FMCG Organization
Authors: Shristi Thapa, Assistant Professor Ms. Shruti Rawat
Abstract: Green compensation and rewards represent an emerging frontier in human resource management, wherein organizations design monetary and non-monetary incentive systems specifically aligned with encouraging, recognizing, and reinforcing employee behaviour that advance corporate sustainability goals. As environmental accountability becomes embedded in corporate governance frameworks globally, the strategic alignment of compensation architecture with sustainability objectives has evolved from a peripheral HR experiment to a mainstream organizational practice in leading multinational corporations. A fast-moving consumer goods (FMCG) organization provides a particularly instructive organizational context for examining how green compensation and reward mechanisms are designed and implemented to drive sustainable work behaviour across a large, diverse workforce. This research paper examines the nature, structure, and outcomes of green compensation and rewards strategy through systematic analysis of secondary data drawn from corporate sustainability reports, HR strategy publications, academic literature, and industry benchmarking studies spanning 2021 to 2025. Findings reveal that the integration of sustainability key performance indicators (KPIs) into executive remuneration frameworks, combined with non-financial recognition programs celebrating environmental champions at operational levels, creates a multi-layered incentive architecture that measurably influences employee green behaviour across functions and hierarchical levels. The study identifies critical success factors for green reward system effectiveness and examines how this approach contributes to broader sustainability objectives, offering generalizable insights for organizations seeking to embed sustainability into workforce motivation systems.
Consumer Reactions To Zero-Party Data Collection Models Versus Third-Party Tracking
Authors: Dr. Santosh Sopan Shinde, Dr Sachin Maruti Nimbhore, Prof. Haridas Vilas Lagad
Abstract: Bigger concerns around consumer preference and choice, consumer privacy, and data security have led to many changes to the landscape of data-driven marketing. More companies rely on user data today to improve and customize experiences, improve marketing, and make it work better. Marketers typically used third-party tracking, including cookies, browsing histories, and outside brokers, to capture customer data beforehand. This approach, however, is beginning to be called into question as privacy comes under scrutiny, and more rigid laws take effect in many areas as individuals become mindful of their privacy rights. Firms are turning to zero-party data collection as the way to adapt. To do this, customers supply information directly to companies in exchange for customized perks and improved experiences. My research centers on how people respond to this move from watching from third parties to giving up data willingly. I study differences in privacy feelings, trust, openness and personalization using Privacy Calculus Theory and Consumer Trust Theory. Then, I recommend a strategy from a quantitative survey analysis of 400 online users from my studies. Results indicate significant gains in trust, feeling of control, and willingness to share among those invited to provide data provided freely versus third-party tracking data. My study adds to the literature on ethical data gathering and privacy issues in digital marketing, and presents that the demands of consumers have evolved.
DOI: http://doi.org/10.5281/zenodo.20553757
The Role of Digital Marketing in Promoting Sustainability
Authors: Vansh Sachdeva, Professor Dr. Nirmesh Sharma
Abstract: In the 21st century, sustainability has become a critical global concern due to the increasing impact of human activities on the environment, society, and economic systems. Issues such as climate change, pollution, depletion of natural resources, and social inequality have made it necessary for businesses to adopt sustainable practices. At the same time, the rapid advancement of digital technologies has transformed the way organizations communicate with consumers. Digital marketing, which includes tools such as social media, search engines, email marketing, and online content platforms, has emerged as a powerful medium for influencing consumer awareness and behavior. This research paper examines the role of digital marketing in promoting sustainability by analyzing how businesses use digital platforms to communicate eco-friendly practices, create awareness about environmental issues, and encourage responsible consumption. The study also explores how digital marketing strategies such as content marketing, influencer marketing, and transparent communication help in building trust and strengthening brand image. In addition, real-world case studies of companies like Patagonia, Tesla, and Nike are discussed to understand how sustainable digital marketing is implemented in practice. The research is based on secondary data collected from academic journals, research papers, and online sources. The findings suggest that digital marketing not only helps businesses achieve their marketing goals but also plays a significant role in promoting sustainable development. However, challenges such as greenwashing, lack of awareness, and measurement difficulties still exist. The paper concludes that when used ethically and responsibly, digital marketing can contribute to a more sustainable and environmentally conscious society.
Green Supply Chain Management Practices and Their Effect on Operational Performance
Authors: Dr. Gundupagi Manjunath, Dr A Sri Devi
Abstract: The need for environmental sustainability has become a strategic necessity for businesses due to increasing regulations, stakeholder pressure, and resource shortages. GSCM incorporates the concept of environmental management into the supply chain process, from design to disposal. This study conducts a quantitative research to examine the association between GSCM activities and operational efficiency in 250 manufacturing companies in India. Based on a mixed methods approach involving surveys (n=250), accounting records analysis, and semi-structured interviews (n=30), the study examines the extent to which the companies implement GSCM practices based on five dimensions, namely, green purchasing, eco-design, reverse logistics, green manufacturing, and green logistics. SEM results show that GSCM practices have a strong positive effect on operational efficiency (β=0.42, p<0.001). In particular, eco-design and green manufacturing have the highest individual effects on operational efficiency. The link is partly mediated by green innovation capabilities.
Omnichannel Retail Strategies and Their Impact on Consumer Experience
Authors: Assistant Professor Mrs.S.Malarvizhi, Assistant Professor Dr. B. Sekar
Abstract: The emergence of touchpoints within the digital realm has revolutionized the world of retail, compelling brands to embrace omnichannel models that combine the digital and physical aspects of business operations. This study seeks to understand the influence of omnichannel retailing strategies, namely Buy Online Return In Store (BORIS), click and collect, and unified loyalty schemes, on consumer experience metrics including satisfaction, convenience perceptions, and repurchasing behavior. In doing so, this study adopts a mixed method that includes an online survey of 500 omnichannel customers as well as comparison among four retail brands. Findings reveal that integration of all channels greatly improves customer satisfaction (η² = 0.34) and purchase intention.
Energy Efficient Routing Protocols for Wireless Sensor Networks
Authors: Assistant Professor Pravin M, Professor Dr. M.Jayaprakash
Abstract: Wireless Sensor Networks (WSN) refers to the collection of autonomous sensor nodes deployed over an area. Sensor nodes usually employ batteries as sources of power, having little energy resources, and hence make energy efficiency an essential issue in designing a WSN routing protocol. This research paper offers a complete evaluation of some of the energy efficient routing protocols for Wireless Sensor Network, which includes clustering, hierarchical clustering and location aware routing. In particular, four energy efficient protocols, namely, Low-Energy Adaptive Clustering Hierarchy (LEACH), Power-Efficient Gathering in Sensor Information Systems (PEGASIS), Threshold Sensitive Energy Efficient Network (TEEN), and recently developed hybrid energy efficient distributed clustering routing protocol (HEED) have been evaluated using the NS-3 Simulator, with 500-node simulation. Simulation results indicate that HEED consumes 32% lesser energy than LEACH and has an extended lifetime by 28%.
Digital Transformation in MSMEs: E-Commerce Adoption, Challenges, and Financial Outcomes
Authors: Assistant Professor Ramesh M
Abstract: Micro, Small and Medium Enterprises (MSMEs) constitute the mainstay of developing economies and contribute immensely to job creation and GDP growth. Yet, their digital transformation, especially through the adoption of e-commerce, has been far from consistent, with several challenges being faced in terms of technology, organizational capability, and environmental factors. This paper offers a comprehensive empirical analysis of the adoption of e-commerce by 1,200 MSMEs operating in the manufacturing, retail, and service sectors in India. By employing a combined methodology of surveys, interviews, and financial performance analyses, we examine the determinants of adoption (benefits, competitive pressure, top management support) and the impediments (infrastructure deficiency, digital literacy, costs, and security threats). The adoption of e-commerce is found to generate a 28% increase in income, a 22% decrease in customer acquisition costs, and a 35% extension in the geographic reach of their operations. Still, adoption is uneven, with micro enterprises falling behind.
Consumer Protection Laws in Online Retail and Digital Payment Ecosystems
Authors: Assistant Professor Rashmi S, Cheepuri Balaji
Abstract: Rapid growth in e-commerce and the rise of digital payment networks have been running far ahead of regulatory developments and consumer protection legislation resulting in both economic and legal issues. This paper analyzes the adequacy of the current legal framework regarding consumer protection laws in major countries in relation to liability for fraud, data protection, and unfair trade practices. Adopting an interdisciplinary methodology based on both doctrinal analysis of the relevant laws and survey results of 500 digital payment users, it is found that 68% of consumers do not even know about their remedies. The comparative analysis of the laws in the European Union, the United States, India, and China further highlights major enforcement deficiencies. A risk assessment-based compliance scorecard for digital retailers is proposed.
Reducing Cardiovascular Disease And Stroke Risk Through Diabetes Control, Lifestyle Modification, Psychological Wellbeing, And Community-Based Health Education: A Public Health Mixed-Methods Study
Authors: Dr Nilani Sammuarachchi
Abstract: Cardiovascular disease (CVD) and stroke remain the leading causes of mortality and long-term disability worldwide, representing a critical and escalating public health challenge. Despite significant advances in medical treatment and diagnostic technologies, the global burden of CVD and stroke continues to rise, largely driven by preventable and modifiable risk factors including diabetes mellitus, unhealthy lifestyle behaviours, psychological stress, and inadequate community awareness of prevention and early intervention strategies. These factors disproportionately affect vulnerable and high-risk populations, contributing to persistent health inequities and increasing strain on healthcare systems. This doctoral research examined strategies for reducing cardiovascular disease and stroke risk through an integrated public health framework encompassing diabetes control, lifestyle modification, psychological wellbeing, and community-based health education. A TAP-IT mixed-methods research design was adopted to integrate quantitative and qualitative evidence, enabling a comprehensive examination of biomedical risk factors alongside behavioural patterns, psychosocial experiences, and community-level influences. Quantitative data were collected using structured questionnaires to assess diabetes status, cardiovascular risk profiles, lifestyle behaviours, psychological stress, and awareness of cardiovascular disease and stroke prevention. Qualitative data were obtained through semi-structured interviews, capturing participants lived experiences, emotional challenges, health beliefs, and perceived barriers and facilitators to preventive behaviour change. The study identified critical gaps in diabetes management, sustained lifestyle adoption, psychological coping capacity, and community health literacy related to cardiovascular disease and stroke prevention. The integrated findings informed the development of a conceptual public health prevention framework that highlights the interdependent roles of metabolic control, behavioural modification, psychological support, and community engagement. By adopting a holistic and people-centred public health perspective, this research contributes evidence to support the design of culturally responsive, community-focused prevention strategies, strengthen cardiovascular and stroke prevention programmes, enhance patient and community engagement, and ultimately reduce long-term cardiovascular risk at both individual and population levels.
DOI: http://doi.org/10.5281/zenodo.20560823
Economic Influences On Digital Migration And The Adoption Of The Internet Of Things (IoT) In Zambia
Authors: Chilufya Alex, Dr. Adam Banda
Abstract: This study examines the influence of economic factors on digital migration and IoT adoption in Zambia, using a mixed- methods approach based on secondary quantitative data and qualitative policy analysis. While national initiatives such as the Smart Zambia Programme have advanced foundational digital migration in areas like e-government and broadcasting, persistent economic constraints—including limited public investment, high infrastructure and device costs, unreliable electricity, and pronounced economic inequality—severely restrict the scale, equity, and sustainability of IoT deployment. The findings reveal a strong correlation between economic stability and digital progress, with budgetary fluctuations directly affecting ICT project implementation. IoT adoption remains predominantly at the pilot stage, hindered by high total cost of ownership and inadequate rural connectivity. The analysis further demonstrates how pre-existing socio-economic disparities exacerbate the digital divide, limiting access for low-income and rural populations. The paper concludes that realizing the transformative potential of digital migration and IoT in Zambia requires an integrated policy framework focused on sustained economic investment, targeted affordability measures, rural connectivity treated as public good and concurrent investments in human capital and digital literacy to ensure inclusive development.
A Study on Financial Literacy and Investment Behaviour of Salaried Employees
Authors: Saahil Rohira, Abhijeet Bharati
Abstract: Financial literacy has emerged as an important factor influencing the financial decision- making and investment behaviour of individuals in the modern economy. Salaried employees, in particular, face increasing financial responsibilities such as savings management, investment planning, retirement preparation, and wealth creation. In this context, understanding financial concepts and applying them effectively has become essential for achieving long-term financial security. The present study examines the level of financial literacy among salaried employees and analyzes its impact on their investment behaviour. The study focuses on various aspects of financial literacy such as budgeting habits, understanding of inflation, interest rates, diversification, and risk-return analysis. It also examines investment preferences, risk tolerance, investment objectives, diversification practices, and factors influencing investment decisions. Primary data for the study was collected through a structured questionnaire distributed among salaried employees. Secondary data was collected from journals, books, reports, and online sources related to financial literacy and investment behaviour. The findings of the study reveal that salaried employees possess a moderate level of financial literacy. While many respondents are aware of basic financial concepts, consistent practical application of financial knowledge is limited. The study also indicates that financial literacy significantly influences investment behaviour, particularly in terms of diversification and investment planning. Respondents with better financial understanding tend to make more informed and diversified investment decisions. However, lack of knowledge, fear of loss, insufficient funds, and limited time remain major challenges faced by respondents while investing. The study concludes that improving financial literacy can enhance the quality of investment decisions and promote better financial stability among salaried employees. The findings provide useful insights for financial institutions, policymakers, employers, and researchers to design effective financial education initiatives and encourage responsible investment behaviour.
DOI: http://doi.org/10.5281/zenodo.20573299
Impact Of Performance-Based Pay On Productivity: Evidence From Deloitte India
Authors: Saurabh Kumar, Dr. Pooja Kohli
Abstract: Performance-based pay (PBP) is one of the most widely used compensation strategies in modern organizations. It connects an employee's salary or bonus directly to their actual work performance and results. This research paper focuses on understanding how performance-based pay affects employee productivity at Deloitte India. The study explores how well employees understand this pay system and whether it genuinely helps them perform better at work. The paper is based on a descriptive research methodology and a structured review of existing literature from over 20 academic sources. Two main objectives guided the study: first, to assess the level of awareness and understanding of performance-based pay among employees of Deloitte India, and second, to examine the relationship between performance-based pay and employee productivity at Deloitte India. The findings suggest that when employees clearly understand and trust the performance-based pay system, it positively impacts their motivation and work output. However, if the system is perceived as unfair or confusing, it can reduce morale and harm productivity. The paper concludes with practical recommendations to help organizations like Deloitte India strengthen their performance-based pay practices.
DOI: http://doi.org/10.5281/zenodo.20589463
Investigating The Influence Of Emotional Intelligence On Leadership Effectiveness And Team Performance: A Systematic Review Of The Manufacturing Sector In Delhi-NCR
Authors: Priyanka Saxena, Dr. Kirti
Abstract: The increasing complexity of modern organizational environments has highlighted the importance of leadership competencies that extend beyond technical expertise. Emotional intelligence (EI) has emerged as a key capability that influences leadership effectiveness and team performance across various industries. This study presents a systematic review examining the influence of emotional intelligence on leadership effectiveness and team performance within the manufacturing sector in the Delhi-NCR region of India. The review synthesizes scholarly research published between 2010 and 2025 using major academic databases including Scopus, Web of Science, Google Scholar, ScienceDirect, and Emerald Insight. The findings indicate that emotionally intelligent leaders demonstrate superior communication, conflict resolution, decision-making, and motivational capabilities that contribute significantly to improved team productivity and organizational performance. The review also highlights that EI competencies such as self-awareness, empathy, emotional regulation, and social skills are essential for effective leadership in manufacturing organizations characterized by diverse workforces and high production pressure. However, leaders in industrial settings face challenges including workforce diversity, communication barriers, and work stress that may affect leadership effectiveness. The study identifies research gaps related to region-specific empirical studies within the Delhi-NCR manufacturing sector and proposes a conceptual framework linking emotional intelligence, leadership effectiveness, and team performance. The findings provide important implications for leadership development, organizational training programs, and workforce management strategies aimed at improving productivity and collaboration in manufacturing organizations.
DOI: http://doi.org/10.5281/zenodo.20593336
Work–Life Balance In Hybrid Work Environments: A Systematic Review Of Its Impact On Women’s Job Satisfaction And Retention In The NCR IT Sector
Authors: Divya Vats, Dr. Kirti
Abstract: The rapid transformation of workplace practices following the COVID-19 pandemic has accelerated the adoption of hybrid work models across the global information technology (IT) industry. While hybrid work provides flexibility and autonomy, it also introduces challenges in maintaining a healthy work–life balance (WLB), particularly for women employees who frequently manage both professional and domestic responsibilities. This review paper systematically examines existing literature to analyze the impact of work–life balance on women’s job satisfaction and retention within hybrid work environments, with specific emphasis on the IT sector in the National Capital Region (NCR) of India. A systematic literature review approach was employed using databases such as Scopus, Web of Science, and Google Scholar covering studies from 2015–2025. The findings indicate that effective work–life balance significantly enhances job satisfaction, organizational commitment, and employee retention among women professionals. Key determinants include flexible work policies, managerial support, workload management, and organizational culture. However, hybrid work also presents challenges such as blurred work–home boundaries, digital fatigue, and increased workload expectations. The review highlights research gaps related to region-specific studies in India and proposes a conceptual framework linking work–life balance, job satisfaction, and retention. The findings provide valuable insights for organizations seeking to create gender-inclusive hybrid workplaces and improve long-term workforce sustainability.
DOI: http://doi.org/10.5281/zenodo.20593734
Financial Safety Framework Of Financial Feminism Among Indian Women
Authors: Sukhada Koppikar, Prof Manju Singh
Abstract: Financial literacy has emerged as an important tool for promoting financial inclusion, economic participation, and women's empowerment. However, much of the existing discourse focuses primarily on financial knowledge, budgeting, saving, and access to financial products. this article argues that while these elements are important, they do not fully address the realities faced by many women. True financial empowerment extends beyond understanding money and requires the development of financial safety, financial confidence, and wealth-building capabilities. Drawing upon research, practical experiences, personal observations, and discussions surrounding women's financial behaviour in India, this article introduces a broader perspective on financial literacy. It explores the transition from financial survival to financial stability, from financial stability to wealth creation, and from wealth creation to financial agency. The book examines the role of assets, human capital, financial decision-making, emergency preparedness, investment behaviour, and long-term planning within the context of women's lives. A central argument of the book is that women should not be expected to create wealth without first establishing financial safety. Just as a traveller requires tools, resources, and a map before embarking on a journey, women require financial knowledge, financial security, and strategic planning before meaningful wealth creation can occur. Through practical frameworks, relatable examples, and analytical discussion, the book seeks to bridge the gap between financial literacy and financial empowerment. Ultimately, it proposes that financial feminism is not merely about earning money but about creating the capability to make choices, withstand adversity, build wealth, and shape one's own financial future.
DOI: http://doi.org/10.5281/zenodo.20605098
Impact Of Rewards And Recognition On Motivation At Rathinam College Of Arts And Science
Authors: Mr. K.Sundharesan, Mr .M. Mohammad Asif, Ms.Gowthami M
Abstract: Rewards and recognition play an important role in improving employee and student motivation in educational institutions. This study focuses on analyzing the impact of rewards and recognition on motivation at Rathinam College of Arts and Science. The study examines how appreciation, incentives, awards, and recognition programs influence the morale, performance, and satisfaction of individuals. Primary data were collected through questionnaires from respondents associated with the institution. The findings reveal that proper rewards and recognition increase confidence, encourage better performance, and create a positive working and learning environment. The study concludes that effective recognition practices help improve motivation, productivity, and institutional growth.
DOI: http://doi.org/10.5281/zenodo.20616379
A Study on Hr in Employee Retention Strategie Reference to Coimbatore City
Authors: Mr. Sabari M, Mr. Bharath S, Ms. A. R. Sri Ranjani
Abstract: In today’s competitive business environment, retaining skilled employees has become a critical challenge for organizations. This study focuses on the role of Human Resource (HR) practices in developing effective employee retention strategies. Employee retention refers to an organization’s ability to keep its workforce engaged, satisfied, and committed over a long period. The research highlights key HR strategies such as competitive compensation, training and development, performance appraisal, work-life balance, employee engagement, and a positive organizational culture. It also emphasizes the importance of leadership support and career growth opportunities in enhancing employee loyalty. The study adopts a descriptive approach using secondary data from journals, articles, and reports. The findings suggest that well-planned HR policies significantly reduce employee turnover and increase productivity and organizational performance. Furthermore, organizations that invest in employee well-being and development are more likely to retain talented individuals. The study concludes that HR plays a strategic role in building a motivated workforce, thereby ensuring long-term organizational success.
DOI: http://doi.org/10.5281/zenodo.20616427
Hype And Loyalty: how Limited Edition Drops Create Brand Obession
Authors: Bhuvaneshwari.M, Bhavatharani. R, Dr. Prabhakaran. K
Abstract: Limited edition product drops have become a significant strategy in contemporary marketing, particularly within fashion, lifestyle, and luxury brands, to create consumer excitement and strengthen brand equity. By producing products in restricted quantities and making them available for a limited time, brands generate a sense of scarcity and exclusivity, which intensifies consumer desire and urgency to purchase. This controlled scarcity often results in heightened emotional engagement, leading consumers to develop strong attachments to the brand and even brand obsession. Limited edition drops not only drive immediate sales but also serve as tools for cultivating long-term loyalty, social recognition, and community belonging among consumers. The phenomenon is underpinned by psychological and sociological mechanisms, including symbolic consumption, social influence, fear of missing out (FOMO), and experiential marketing strategies that create hype and anticipation around product releases. Academic studies have shown that such strategies can effectively enhance perceived brand value, create buzz in digital and social media channels, and influence consumer behavior in ways that extend beyond the product itself. Understanding the dynamics of limited-edition drops provides valuable insights for marketers and brand managers seeking to harness consumer desire, strengthen engagement, and maintain a competitive advantage in increasingly crowded markets.
DOI: http://doi.org/10.5281/zenodo.20616467
A Study On E-Commerce Strategies: From Social Commerce To Supply Chain Optimization
Authors: Mr. Logesh M, Mr. Sakthivel S, Mrs. Jeya Padma Deepa I
Abstract: The rapid growth of digital technology has transformed traditional business models and led to the expansion of e-commerce across the globe. Modern e-commerce is no longer limited to online buying and selling but has evolved to include social commerce, mobile commerce, data-driven marketing, and supply chain optimization. Businesses today focus on customer engagement through social media platforms while simultaneously strengthening backend operations such as logistics, inventory management, and supplier coordination. This article examines major e-commerce strategies with special emphasis on social commerce and supply chain optimization.
DOI: http://doi.org/10.5281/zenodo.20616523
A Study on Gig Culture in Bangalore
Authors: Mr. Vikram.M, Mr. Jagadishwar.K, Dr. Prabhakaran.K
Abstract: The gig economy has rapidly transformed the employment landscape in urban India, particularly in Bangalore, known as the country’s tech hub. This study explores the rise of gig culture, its impact on workers, and the opportunities and challenges it presents. Gig work, characterized by short-term contracts and freelance assignments, has gained popularity due to flexibility, digital platforms, and evolving workforce preferences. However, it also raises concerns related to job security, income stability, and lack of social benefits. This research analyzes the working conditions, satisfaction levels, and economic implications for gig workers in Bangalore. Data collected from 150 respondents reveals a mixed perception—while flexibility and autonomy are appreciated, issues like inconsistent income and lack of legal protection persist. The study concludes by suggesting policy interventions and organizational improvements to make gig work more sustainable and equitable.
DOI: http://doi.org/10.5281/zenodo.20623022
A Study on The Effects of Negative Marketing
Authors: Mr. Sanjay.J, Mr.Sanjay Kumar.N, Mrs.Jeya Padma Deepa.I
Abstract: Negative marketing is a strategic approach in which organisations intentionally criticise competitors, spotlight rival product limitations, or use provocative communication to shift consumer perception and secure market positioning. While these tactics are highly effective at cutting through the noise to differentiate a brand, they carry significant "double-edged sword" risks, including the potential for severe ethical backlash, long-term erosion of brand equity, and a breakdown of consumer trust. This research investigates the multi-dimensional impact of negative marketing on consumer attitudes, brand image, purchase intent, and industry competition. Using a mixed-methods approach, the study integrates quantitative data from consumer surveys with qualitative insights from in-depth interviews with industry experts and marketing practitioners. The analysis spans several key sectors, including FMCG, technology, and fashion, to provide a holistic view of the strategy's efficacy across different market dynamics. The core findings suggest that while negative marketing provides a measurable boost in brand visibility and short-term engagement, its long-term utility is often compromised. When campaigns are perceived as deceptive, mean-spirited, or unethical, they significantly diminish brand loyalty and can trigger retaliatory competitive cycles. Consequently, this study recommends that firms prioritise balanced marketing frameworks and ethical communication. By focusing on consumer-centric positioning rather than purely adversarial tactics, brands can achieve a more resilient and sustainable competitive advantage in an increasingly transparent global marketplace.
DOI: http://doi.org/10.5281/zenodo.20623139
A Study on Wholesale Distribution Management of Construction and Home Decor Materials with Refference to Rb Traders, Karur
Authors: Mr. Hariharan.A, Mr. Prakash.D, Ms.Sri Ranjani.A. R
Abstract: Wholesale distribution management plays a vital role in ensuring the smooth flow of construction and home decor materials from manufacturers to retailers, contractors, and end users. This study focuses on the wholesale distribution practices of RB Traders, a leading supplier of construction materials located in Karur. The research examines the company’s sourcing strategies, inventory control systems, logistics management, pricing practices, and customer relationship management within the regional market. The construction and home decor industry is characterized by bulk purchasing, fluctuating demand, price volatility, and intense competition. Effective distribution management ensures timely delivery, cost efficiency, and product availability, which are essential for maintaining customer satisfaction and business sustainability. This study analyzes how RB Traders manages supplier relationships, maintains stock levels, coordinates transportation, and meets the requirements of contractors and retailers in the Karur region.
DOI: http://doi.org/10.5281/zenodo.20623250
Beyond The Branch: The Rise of Digital-Only Banking Products
Authors: Mr.Shaik Mohammed Rashik.M, Ms.Alshifa.M.J, Ms.Gowthami.M
Abstract: The global banking sector is currently navigating a "seismic shift," transitioning from a brick-and-mortar reliance to a digital-first ecosystem. This paper explores the proliferation of digital-only banking products, primarily driven by Neobanks, Fintech startups, and Challenger Banks. It analyses the critical factors fuelling this rise, including operational cost efficiencies, rapid technological advancements, and evolving consumer preferences among Millennials and Gen Z. The study critically examines the competitive advantages digital products hold over traditional branch-based services—specifically in User Experience (UX) and speed—while simultaneously highlighting the significant barriers regarding consumer trust, cybersecurity, and regulatory compliance. The findings suggest that while digital-only products offer superior convenience and personalization, they currently becoming "primary account" status, indicating that technology inclusion should be the most sustainable future for the industry. The rapid advancement of digital technology has significantly transformed the traditional banking sector, leading to the emergence of digital-only banking products. These products operate without physical branches and provide banking services entirely through online platforms such as mobile applications and websites. Digital-only banks offer services like savings and current accounts, digital payments, loans, and investment options with greater convenience, lower operational costs, and enhanced customer experience. This study aims to analyse the growth of digital-only banking products, the factors driving their adoption, and their impact on customers and the conventional banking system. The research highlights key advantages such as 24/7 accessibility, faster transactions, personalized services, and cost efficiency, while also addressing challenges like cybersecurity risks, lack of personal interaction, and digital literacy barriers. The study concludes that digital-only banking products are reshaping the future of banking by promoting financial inclusion and innovation.
DOI: http://doi.org/10.5281/zenodo.20623358
The Tension Between Hul’s Scrupulous Meritocracy and the Need for Psychological Safety
Authors: Mr.Naveen Kumar.S, Ms. Seega Sagayamary.A, Mr.Saravana Kumar.P
Abstract: Hindustan Unilever Limited (HUL) has long been recognized for its strong performance-driven culture, often described as a scrupulous meritocracy where rewards, recognition, and career progression are closely tied to measurable outcomes and individual contribution. This meritocratic system has played a critical role in building managerial excellence, operational efficiency, and sustained competitive advantage. However, as organizational contexts evolve and work becomes more complex, collaborative, and innovation-driven, concerns have emerged regarding the unintended consequences of an intensely meritocratic culture—particularly its impact on psychological safety defined as an environment in which employees feel safe to voice ideas, concerns, and mistakes without fear of negative consequences—is increasingly viewed as essential for innovation, learning, and employee well-being. This paper examines the paradox within HUL’s organizational culture, where strong merit-based systems may inadvertently suppress open dialogue, risk-taking, and experimentation. By analyzing HUL’s talent management practices, performance appraisal mechanisms, and leadership expectations, the study explores how excessive performance pressure can undermine trust and inclusivity. The abstract further discusses the strategic implications of balancing meritocracy with psychological safety, arguing that sustainable high performance requires not only rewarding excellence but also fostering environments that encourage candor, collaboration, and learning from failure. The paper concludes by highlighting pathways through which HUL can recalibrate its cultural framework to harmonize meritocratic rigor with psychological safety, thereby reinforcing both employee engagement and long-term organizational resilience.
DOI: http://doi.org/10.5281/zenodo.20623490
Coastal and Offshore Development Project: Balancing Economic Growth and Enviornment Protection
Authors: K.M. Prathyusha, T Nisha
Abstract: The Coastal and offshore development projects have emerged as significant drivers of economic growth, contributing to industrial expansion, energy production, maritime trade, tourism, and infrastructure development. Activities such as port construction, offshore oil and gas exploration, renewable energy installations, coastal urbanization, and special economic zones have generated employment opportunities and enhanced national economic development. However, these projects also pose substantial environmental challenges, including habitat destruction, biodiversity loss, marine pollution, coastal erosion, displacement of fishing communities, and degradation of sensitive ecosystems such as mangroves, coral reefs, and wetlands. The increasing scale of coastal and offshore development has therefore raised important concerns regarding the sustainability of development practices and the adequacy of existing environmental safeguards. It analyzes the legal and regulatory frameworks governing such projects at both national and international levels, with particular emphasis on environmental impact assessment mechanisms, coastal zone management regulations, and principles of sustainable development. The study also explores the role of international instruments, including United Nations Convention on the Law of the Sea (UNCLOS) and other environmental agreements, in promoting responsible use and conservation of marine and coastal resources. The study argues that effective environmental governance, stricter regulatory compliance, community participation, and integrated coastal management approaches for ensuring that development initiatives do not compromise environmental integrity. It concludes that sustainable coastal and offshore development requires a balanced framework that harmonizes economic progress with the protection of marine ecosystems and the livelihoods of coastal communities, thereby contributing to long-term environmental security and sustainable development.
A Study on Accounting Insights into Consumer Spending Behaviour in Online Retailing Markets: Evidence from Sikkim
Authors: Passang Cheki Sherpa, Anil Chettri, Ambika Gurung, Shanti Subba, Lalit Gurung, Mr Mohammed Parvesh
Abstract: The rapid growth of e-commerce has transformed the way consumers purchase goods and services. With the increasing use of smartphones, internet facilities, and digital payment systems, online shopping has become an important part of consumers' daily lives. In emerging markets such as Sikkim, e-commerce platforms like Amazon, Flipkart, Myntra, and Meesho have gained significant popularity among consumers, especially young people. This study aims to analyze consumer spending behaviour on e-commerce platforms from an accounting perspective. The research focuses on understanding consumers' online purchasing habits, preferred platforms, shopping frequency, and factors influencing expenditure decisions. Primary data was collected from more than 70 respondents through a structured questionnaire. The collected data was analyzed using percentage analysis, frequency distribution, tables, and charts. The findings reveal that consumers between the age group of 18–25 years are the most active online shoppers. Amazon and Flipkart are the most preferred platforms, while clothing products are the most frequently purchased items. Convenience, discounts, product variety, and digital payment options significantly influence consumer spending behaviour. The study concludes that e-commerce has become an important factor affecting expenditure patterns and financial decision-making among consumers in Sikkim.
DOI: http://doi.org/
Empathy Among Seafarers: Importance, Challenges and Impact in the Maritime Profession
Authors: Dr. S. Poongavanam
Abstract: The maritime industry is one of the most demanding sectors in the global economy, requiring seafarers to work under challenging conditions for extended periods away from their families and communities. In such an environment, empathy plays a critical role in maintaining psychological well-being, fostering teamwork, and ensuring safe and efficient ship operations. Empathy refers to the ability to understand and share the feelings, emotions, and perspectives of others. This article examines the significance of empathy among seafarers, explores the challenges that hinder empathetic behavior onboard ships, and discusses its impact on individual well-being, crew cohesion, organizational effectiveness, and maritime safety. Through a review of relevant literature and industry practices, the study highlights that empathy contributes significantly to improved communication, reduced workplace conflicts, enhanced mental health, and stronger organizational commitment. The article concludes by recommending the integration of empathy-based training, mental health support systems, and leadership development programs within maritime organizations.
Impact of Fake Reviews on Buying Behavior and Methods to Detect Them in Cosmetic Industry
Authors: Darshika Agarwal, Mr. Jitender Chaudhary
Abstract: The rapid growth of e-commerce and social media platforms has significantly increased consumers' reliance on online reviews when purchasing cosmetic products. However, the prevalence of fake reviews has emerged as a major challenge, influencing consumer perceptions and purchasing decisions. This study examines the impact of fake reviews on buying behavior in the cosmetic industry and explores various methods used to detect deceptive review practices. Fake reviews can mislead consumers by creating false impressions regarding product quality, effectiveness, and safety, thereby affecting trust in brands and online marketplaces. The study highlights the psychological factors that make consumers vulnerable to manipulated reviews and analyzes the consequences for both consumers and cosmetic companies. Furthermore, it reviews detection techniques such as sentiment analysis, machine learning algorithms, linguistic pattern recognition, reviewer behavior analysis, and verification systems employed by e-commerce platforms. The findings suggest that while fake reviews can significantly influence purchase intentions, advanced technological tools and stricter platform regulations can help identify and reduce deceptive content. The study emphasizes the need for greater transparency, consumer awareness, and robust review authentication mechanisms to maintain trust and integrity in the cosmetic industry.
Financial Discipline In The Age Of Buy Now, Pay Later (BNPL) Services: Evidence From Indian States
Authors: Ishita Deb, Anindito Bhattacharya, Dr. A. Dinesh, Samarpita Roy
Abstract: Purpose – This study examines the impact of Buy Now, Pay Later (BNPL) services on the financial discipline of young adults across Indian states, focusing on impulse buying behaviour and saving habits. Design/methodology/approach – A quantitative research design was employed using primary data collected through a structured questionnaire from 200 respondents aged 18–30 years. Statistical techniques including descriptive analysis, reliability testing, correlation, and regression were applied using Jamovi. Findings – The results indicate that BNPL usage significantly increases impulse buying behaviour and negatively affects saving habits. Peer influence and social media exposure play a significant role in shaping BNPL adoption and usage intensity. Research limitations/implications – The study is limited to a convenience sample and focuses on young adults. Future research may incorporate longitudinal designs, probability sampling, and broader demographic segments. Practical implications – The findings highlight the need for financial literacy initiatives, responsible lending practices, and regulatory oversight in digital credit ecosystems. Originality/value – This study contributes to the emerging literature on BNPL in India by integrating behavioural finance perspectives with socio-cultural drivers in a multi-state context.
DOI: https://doi.org/0.5281/zenodo.20665317
Predictive Workforce Analytics for Employee Burnout, Engagement, and Retention Using Machine Learning
Authors: Dr. V. Sumathy, Dr. K. Vimala
Abstract: Employee burnout, disengagement, and voluntary turnover have become serious issues for organizations, causing reduced productivity, a degenerating culture, and declining financial performance. The current state of HR analytics tools relies on outdated backward-looking surveys that cannot measure all facets of the process. This paper presents a predictive workforce analytics framework using multiple sources of data, including HRIS data (demographic information, length of service, performance evaluation), digital exhaust data (email meta-data, Slack data, calendar), and passive sensor data (badge data, mobile phone usage). In this study, 15,000 employees over 24 months were analyzed, resulting in three predictive models for employee burnout, engagement, and turnover: the Temporal Fusion Transformer model predicting burnout (AUC = 0.92; burnout prediction horizon is eight weeks), the Gradient Boosting Machine predicting employee engagement (accuracy = 86%), and the Ensemble Survival Model predicting employee retention (C-index = 0.84). Our predictive framework identifies significant behavior patterns: after hours' digital communication (strongest predictor of employee burnout), network entropy (strongest predictor of employee engagement), and declining performance trend (strongest predictor of turnover). In a 12-week randomized controlled experiment involving 2,000 employees, we show that AI-powered interventions decrease burnout rates by 34% and voluntary turnover rates by 28%.
DOI: http://doi.org/10.5281/zenodo.20671790
Fraud Detection In Online Banking Using Deep Learning Techniques
Authors: Vani Nagendra, Dr. Geevarathna
Abstract: The quick growth of digital bank service offers creates, in its turn, greater chances for committing financial fraud, which, in turn, is very dangerous for both users and banks. In this regard, this paper suggests a deep learning algorithm that is designed to detect financial fraud in the sphere of e-banking. Such system employs a combined approach based on the use of LSTM neural networks along with CNN and an attention module in order to analyze both sequential and spatial data. The training procedure of the system was carried out on a large transaction dataset with skewed distribution via using appropriate oversampling techniques and cost-sensitive learning approaches. As a result, the system proved to be highly efficient, scoring 99.42% in accuracy, 98.87% in precision, 97.63% in recall, and 98.24% in F1-score. These figures significantly exceed the results provided by Random Forest, XGBoost, and simple LSTM models. Moreover, the system is equipped with SHAP analysis capabilities.
DOI: http://doi.org/10.5281/zenodo.20671872
Technology Adoption And Work Life Balance In Modern Organizations
Authors: Mrs. Chaitrashree M R, Dr Akila S, Mrs. Vidya R, Dr Latha H. R
Abstract: Despite the fast pace at which technologies have integrated within organization work processes, their influence on employees' work-life balance (WLB) remains rather paradoxical. The research aims to explore the relationship between intensity of technology adoption (collaboration platforms, AI-powered tracking systems, and mobile connectivity) and WLB outcomes by examining 410 knowledge workers from IT, banking, and health care industries. Utilizing a mixed methods design with survey, semi-structured interview, and analysis of organizational policies, it was found that the impact of technology adoption on WLB demonstrates an inverted U-curve where the moderate level of adoption positively influences flexibility and autonomy of workers (β = 0.38, p < 0.01) whereas excessive technology adoption increases technostress, blurring of boundaries between work and private life, and after-work engagement with technology use (M = 5.2 extra hours/week). Comparing organizations, it has been found that organizations that enforce digital curfew policies have 42% less employee burnout rate compared to others.
DOI: http://doi.org/10.5281/zenodo.20671935
A Comparative Analysis Of Working Capital Management Of Britannia Industries Ltd. And Dabur India Ltd.
Authors: Mohhamad Salik Choudhari
Abstract: The efficient management of working capital is essential for maintaining a company's financial stability and operational effectiveness. In the FMCG sector, where businesses deal with high sales volumes and fast inventory movement, working capital decisions have a direct impact on profitability and growth. This study compares the working capital management practices of Britannia Industries Ltd. and Dabur India Ltd. over the period FY2019–FY2024. The analysis is based on secondary data collected from company annual reports and financial databases. Key indicators such as Net Working Capital, Current Ratio, Quick Ratio, Cash Conversion Cycle, Return on Capital Employed, and Operating Cash Flow Margin were used to assess the financial performance of both companies. The results indicate that Dabur maintained higher liquidity levels and a larger working capital base throughout the study period. Britannia, however, operated with comparatively lower working capital and demonstrated stronger efficiency in managing inventory, receivables, and payables. The study finds that Britannia's approach resulted in better capital utilization and higher profitability, while Dabur's strategy provided greater financial security. The findings suggest that maintaining an optimal level of working capital is more beneficial than holding excessive current assets. The study highlights the importance of balancing liquidity and efficiency to achieve sustainable business performance.
The Influence of Neuro- Marketing on Consumer Decision Marking in Retail Environment Using Mediator Modelling with R
Authors: Dr.M.A.Shakila Banu, Mr.A.Raja Mohamed
Abstract: This study investigates the impact of neuro- marketing strategies on consumer decision-making in the Indian retail environment using mediator modelling with R. Neuro- marketing combines marketing and neuroscience to understand subconscious consumer behaviour. The research explores how emotional reactions, sensory cues, and brand perception influence consumer decisions. A mixed-methods approach was adopted, surveying 280 participants and conducting qualitative interviews. Data analysis was done using R, focusing on mediator modelling and correlation analysis. The results indicate that the retail environment and brand perception do not significantly predict or mediate the decision-making process. While consumer behaviour emerged as an important predictor, the overall model performance was modest. Mediation analyses revealed that neither the retail environment nor brand perception effectively mediated the relationship between independent and dependent variables. These findings suggest that emotional reactions or other unexamined factors might play a more crucial role in decision-making, and future research should consider alternative mediators and non-linear models.
DOI: http://doi.org/10.5281/zenodo.20688207
Humanizing The Curriculum: The Role Of Emotional Intelligence In Humanities Education
Authors: Suhashani Raghuwanshi
Abstract: This paper explores the role of emotional intelligence (EI) in humanizing the humanities curriculum and enhancing students' personal, social, and intellectual development. While traditional humanities education has focused primarily on knowledge acquisition and critical analysis, contemporary educational needs demand greater attention to emotional awareness, empathy, communication, and ethical understanding. The paper argues that humanities disciplines—such as literature, history, philosophy, and the arts—provide rich opportunities for cultivating emotional intelligence through engagement with diverse human experiences and perspectives. By integrating reflective practices, collaborative learning, storytelling, and creative expression into the curriculum, educators can foster self-awareness, empathy, emotional regulation, and interpersonal skills among learners. The study highlights the benefits of emotionally intelligent humanities education, including increased student engagement, improved communication, enhanced critical thinking, greater cultural sensitivity, and better well-being. It also acknowledges challenges related to teacher preparation and assessment of emotional competencies. Overall, the paper concludes that embedding emotional intelligence within humanities education can create a more inclusive, compassionate, and human-centered learning environment that prepares students for both professional success and responsible citizenship.
Ethical And Pedagogical Implications Of Artificial Intelligence Integration In Business Management Education: Opportunities, Challenges, And Future Directions
Authors: Dr. Ansari Pulickal Abdul Azeez, Farooq Sajjad
Abstract: The swift adoption of Artificial Intelligence (AI) in Business Management Education (BME) entails a paradoxical transformation characterized by significant opportunities for personalization and optimization, along with serious ethical and instructional threats. In this paper, we conduct a thorough and systematic evaluation of both the benefits and risks associated with integrating AI in BME, based on our multi-method research that included more than 1,500 BME students, 120 instructors, and 40 recruitment agents from 15 different institutions. Utilizing a mixed-method design, we highlight important opportunities such as a 40% reduction in grading time and a 25% increase in engagement through simulation, while identifying major threats including a 68% prevalence of student dependency among faculty and 45% of faculty reporting algorithmic discrimination issues. We recommend an innovative, two-pronged solution: the Algorithmic Ethics Compass for governance and the Augmented Intelligence Pedagogical Model for prac
DOI: https://doi.org/10.5281/zenodo.20700957
AI-Integrated Smart Learning Frameworks For Developing Critical Thinking, Leadership, And Managerial Competencies In Business Management Education
Authors: Dr. Ansari Pulickal Abdul Azeez, Farooq Sajjad
Abstract: Contemporary organizations need skilled individuals in addition to having relevant knowledge. Some of these include critical thinking, adaptive leadership, and skillful decision making by managers. Nevertheless, current business training strategies which incorporate static analysis of cases and didactic instruction are inadequate for instilling such skills in the learner. Thus, the main objective of this paper is to develop and test an innovative AISL strategy which facilitates such development effectively. The AISL strategy incorporates the following three fundamental AI-driven learning modules: AI-Driven Cognitive Apprenticeship module for developing critical thinking skills through Socratic argumentation; Generative AI-Based Dynamic Case Simulations for developing leadership skills; and finally an AI-Driven Intelligent Competency Assessment Module. As revealed from the quasi-experimental field study (N=1,200) carried out in six different business settings over 16 months, AISL is more effective than traditi
DOI: https://doi.org/10.5281/zenodo.20701570
The Role Of Generative Artificial Intelligence In Transforming Teaching, Learning, And Assessment Practices In Business Management Education
Authors: Dr Ansari Pulickal Abdul Azeez, Farooq Sajjad
Abstract: The development of Generative Artificial Intelligence (GenAI) marks a new era in the field of education that offers both novel opportunities and substantial challenges for Business Management Education (BME). This paper explores how GenAI affects three major educational paradigms: teaching (through content generation, case creation, and personalized tutoring); learning (by fostering student engagement, improving critical thinking skills, and providing immersive simulations); and assessment (by automating grading, generating qualitative feedback, and detecting plagiarism). Based on a mixed-methods approach used to analyze responses from 1,200+ BME students and 80 faculty members from 12 universities, the study provides quantitative insights into the potential benefits of integrating GenAI in education. These include a 47% decrease in grading workload for educators, 35% higher student engagement, and a fundamental shift in focus from product-oriented to process-oriented assessment practices. To mitigate risks associated with increased efficiency at the expense of educational authenticity, we offer an empirically-driven Augmented Pedagogy model.
DOI: http://doi.org/10.5281/zenodo.20702587
Digital Banking Revolution: Understanding E-Banking Usage Pattern
Authors: Dr Sowmya. S
Abstract: E-banking is changing the banking industry, having the major effects on banking relationships. Banking is now no longer confined to the branches where one has to approach the branch in person, to withdraw cash or deposit a cheque or request a statement of accounts. In true E-banking, any inquiry or transaction is processed online without any reference to the branch (anywhere banking) at any time. Providing E-banking is increasingly becoming a "need to have" than a "nice to have" service. The net banking, thus, now is more of a norm rather than an exception in many developed countries due to the fact that it is the cheapest way of providing banking services. E-banking has a lot of benefits which add value to customers’ satisfaction in terms of better quality of service offerings and at the same time enable the banks gain more competitive advantage over other competitors. This paper discusses Features, Structural framework, Services of E-banking and its usage pattern in an emerging economy.
DOI: http://doi.org/10.5281/zenodo.20708319
Measuring Marketing ROI in Financial Data Firms: A Data-Driven Performance Evaluation Approach
Authors: Akshaya K V R, Professor Dr. K G Hemalatha
Abstract: This chapter investigates how financial data firms can systematically measure, evaluate, and optimize marketing return on investment (ROI) through structured, data-driven performance evaluation frameworks. As financial data organizations increasingly compete on the basis of information products, analytics services, and subscription-based platforms, the challenge of attributing revenue outcomes to specific marketing activities has grown considerably more complex. Traditional single-touch attribution models and simplified cost-per-acquisition metrics fail to capture the multi-channel, multi-stakeholder buying journeys characteristic of enterprise financial data procurement. This chapter proposes a comprehensive conceptual model that integrates multi-touch attribution methodologies, customer lifetime value analysis, predictive analytics, and performance dashboards to deliver a holistic view of marketing effectiveness. Drawing on existing literature in marketing analytics, financial services marketing, and data-driven decision-making, the chapter examines key performance indicators (KPIs) suited to financial data businesses, including lead quality scores, sales cycle efficiency, content engagement depth, and churn-adjusted revenue attribution. Case study discussions across Bloomberg Terminal sales cycles, Refinitiv client acquisition journeys, and S&P Global data subscription renewals illustrate the practical application of these frameworks. The chapter also addresses significant challenges including data fragmentation, regulatory constraints on data usage, cross-functional alignment, and the attribution of brand equity investments. Future directions encompass AI-augmented ROI modeling, real-time performance optimization, and unified revenue intelligence platforms. The central argument is that marketing ROI measurement in financial data firms is not merely an accounting exercise but a strategic capability that drives smarter resource allocation, stronger commercial performance, and sustainable competitive differentiation.
Project Execution and Project Delivery in the Nigerian Public Sector: An Empirical Study of Selected Government Institutions in Plateau State
Authors: Bulus Mikat Damula, Dr. Erasmus Ejike Duru, Engr. Dr. Udunwa D. I, Victor Chijindu Iheaka, Michael Igara Nmecha, Elochukwu Emefo
Abstract: This study comprehensively examines project execution as a mechanism of project management practice and its impact on project success in the Nigerian public sector: A case study of selected government institutions in plateau state. This study was inspired by the need to understand the impact of project planning on successful project delivery in some selected public institutions in Plateau State. The study employed a quantitative research survey design; a population of 100 staff comprising of procurement and works department of these selected tertiary institutions in plateau state with a sample size of 80 staff determined using Taro Yamane’s formula. Data were collected using structured questionnaire and were analyzed using simple linear regression to provide a comprehensive understanding of the project management dimension. The finding of the study revealed that project execution has significant effect on successful project delivery in some selected public institutions in Plateau State (β= 0.325, t= 13.738; sig. 0.000). The study recommended that there is a need for improved project execution practices through capacity building and accountability mechanisms. Public institutions should invest in training project managers and execution teams, while also establishing clear performance benchmarks and responsibility frameworks to ensure effective implementation of project activities.
DOI: http://doi.org/10.5281/zenodo.20762187
A Study On Financial Literacy And Its Impact On Investment Decisions Of Individual Investors
Authors: Arju Anilkumar Chaudhari, Prof. Neelam Patil
Abstract: Financial literacy has emerged as a critical factor influencing the financial well-being and investment behavior of individuals in today's complex financial environment. This study examines the level of financial literacy among individual investors and analyzes its impact on their investment decisions. The research explores how knowledge of financial concepts such as savings, budgeting, risk management, diversification, and investment instruments affects investors' ability to make informed financial choices. Data are collected from individual investors through a structured questionnaire and analyzed using appropriate statistical techniques. The findings indicate that financially literate investors are more likely to evaluate risks effectively, diversify their portfolios, and select investment options that align with their financial goals. In contrast, individuals with lower financial literacy tend to rely on informal sources of information and are more susceptible to poor investment decisions. The study highlights the importance of financial education in enhancing investment awareness and promoting sound financial decision-making. The results provide valuable insights for policymakers, financial institutions, and educators in developing programs aimed at improving financial literacy and fostering greater participation in financial markets.
DOI: http://doi.org/10.5281/zenodo.20771457
A Study On the Impact and Effectiveness of Digital Marketing Strategies in Bangalore
Authors: Deekshith C L, Mrs. Roopa Ajwal
Abstract: The landscape of consumer engagement and business promotion has undergone a radical paradigm shift over the past decade. In Bangalore, popularly recognized as the Silicon Valley of India, this transformation is exceptionally profound due to the city's high concentration of tech-savvy consumers, early adopters, and a dense ecosystem of IT firms and startups. This study evaluates the multi-dimensional impact and overall effectiveness of various digital marketing strategies on consumer purchasing behavior and brand equity within the Bangalore metropolitan region. Using a mixed-methods empirical approach, primary data was collected via structured questionnaires from a sample size of N=250 active digital consumers and marketing executives across Bangalore. Secondary data was synthesized from industry reports, market databases, and contemporary academic literature. The empirical findings indicate that Search Engine Optimization (SEO) integrated with Artificial Intelligence (AI), alongside Influencer Marketing, yields the highest conversion rates and customer trust metrics among Bangalore's demographic. Correlation and regression analyses demonstrate a statistically significant positive relationship between targeted digital marketing campaigns and consumer final purchase intent (r = 0.78, p < 0.05). Conversely, data privacy concerns under the Digital Personal Data Protection (DPDP) Act emerged as a key barrier to strategy optimization. The paper concludes with actionable strategic frameworks for marketers operating in highly competitive urban tech ecosystems.
Implications For Building Consumer Relationships Through Restaurant Choice
Authors: Ms. Latasha, Dr.Pooja Gupta
Abstract: The restaurant industry has become one of the most customer-driven industries of the global service economy. In a more and more competitive marketplace, it is not enough to attract customers; restaurants must focus on building and maintaining long-term relationships with consumers. The choice of a restaurant is affected by many factors such as food quality, service quality, price value, atmosphere, brand image, trust, customer satisfaction, and digital presence. These determinants influence not only the first choice of a restaurant but also determine customer loyalty and relationship commitment. This literature review examines the existing body of knowledge on restaurant choice behaviour and its implications for consumer relationship building. The review integrates theoretical and empirical research to identify important factors that influence consumer decisions and discusses strategic implications for restaurant managers looking for sustainable customer relationships.
The Role Of Business Education In Entrepreneurship Development Among School Leavers In Mbala District Of Northern Province, Zambia
Authors: Siluonde Anthony Burton
Abstract: This study investigated the role of business education in entrepreneurship development among school leavers in Mbala District of Northern Province, Zambia. The study was motivated by increasing youth unemployment levels and the need for entrepreneurship skills among young people. The objectives of the study were to examine the contribution of business education to entrepreneurship development, identify entrepreneurial skills acquired by school leavers, examine challenges faced by school leavers in starting businesses, and propose strategies for improving entrepreneurship education. The study employed a mixed-methods research design involving questionnaires, interviews, focus group discussions, and document review. Data were collected from school leavers, educators, and educational administrators in Mbala District. Findings revealed that business education equips learners with theoretical knowledge in accounting, marketing, business planning, and financial literacy. However, practical entrepreneurial exposure, mentorship opportunities, startup capital, and industry collaboration remained inadequate. The study concluded that business education has the potential to promote entrepreneurship among school leavers if practical entrepreneurship activities are strengthened. The study recommended curriculum reforms, mentorship programs, school-industry partnerships, and increased support for youth entrepreneurship initiatives.
DOI: http://doi.org/10.5281/zenodo.20793582
An Empirical Analysis of Factors Influencing Responsible Consumption Behavior and Consumer Well-Being
Authors: Anindito Bhattacharya, Ishita Deb, Samarpita Roy
Abstract: This study examines the factors influencing responsible consumption behaviour and its impact on consumer well-being among consumers, with a particular focus on young individuals. Grounded in the Value-Belief-Norm (VBN) Theory and the Theory of Planned Behaviour (TPB), the research investigates the influence of resource sharing, business transparency, and consumption attitude on responsible consumption behaviour. A quantitative research design adopted, and primary data collected from 210 respondents through a structured questionnaire using a five-point Likert scale. Some of the statistical tools used in the study include reliability analysis, descriptive statistics, correlation analysis, and regression analysis. The findings reveal that resource sharing, business transparency, and consumption attitude significantly and positively influence responsible consumption behaviour, with resource sharing emerging as the strongest predictor. Furthermore, responsible consumption behaviour found to have a strong positive impact on consumer well-being, indicating that sustainable consumption practices contribute to higher satisfaction, fulfilment, and quality of life. The study highlights the growing shift among consumers toward sustainable and mindful consumption and emphasizes the importance of promoting responsible consumption through transparent business practices, collaborative consumption models, and positive consumption attitudes. The findings offer valuable insights for businesses, policymakers, and researchers seeking to encourage sustainable consumption and enhance consumer well-being.
DOI: http://doi.org/10.5281/zenodo.20793727
Impact of Artificial Intelligence on Marketing Decision-Making: A Study of Data-Driven Strategies in Modern Businesses
Authors: Vijayalakshmi M, Assistant Professor Jayashree K
Abstract: This chapter examines the impact of artificial intelligence (AI) on marketing decision-making, with particular attention to the data-driven strategies that modern businesses now use to plan, execute, and evaluate marketing activity. As organisations increasingly delegate analytical and, in some cases, operational decisions to machine learning systems, the nature of marketing management is shifting from intuition-led judgement toward evidence-based, algorithmically informed choice. Drawing on theoretical frameworks including the Technology Acceptance Model (TAM), the Resource-Based View (RBV) of the firm, Bounded Rationality theory, and Dynamic Capabilities theory, this chapter develops a conceptual model showing how AI capabilities, encompassing predictive analytics, customer segmentation, content and campaign automation, and conversational AI, influence the speed, accuracy, and confidence of marketing decisions, and how these in turn shape commercial performance. The chapter reviews relevant literature, analyses real-world case studies across retail, streaming, hospitality, and e-commerce sectors, and proposes a framework linking AI capability dimensions to decision quality and business outcomes. Findings suggest that AI does not simply automate existing marketing tasks but fundamentally reconfigures how decisions are made, who makes them, and on what evidentiary basis. The chapter also identifies key challenges to AI adoption in marketing decision-making, including data quality dependency, algorithmic bias, loss of human judgement and creativity, organisational readiness gaps, and ethical and regulatory uncertainty. Future directions, including generative AI in campaign creation, agentic marketing systems, explainable AI for marketing accountability, and human-AI collaborative decision models, are discussed. This chapter contributes to the growing literature on AI-enabled marketing management and data-driven strategy, and holds practical implications for marketing managers, business leaders, and management students seeking to understand how intelligent systems are reshaping the discipline of marketing.
DOI: http://doi.org/
A Study On E Banking Services Of Axis Bank
Authors: Ambati Lakshmi Harika, Dr. S. Narender
Abstract: Technological developments and the increasing use of digital financial services have significantly changed the banking industry. Through electronic channels including internet banking, mobile banking, ATMs, and telebanking, consumers can conduct a variety of banking operations without physically visiting bank offices thanks to e-banking. The current study intends to examine consumer awareness of and satisfaction with Axis Bank's online banking services in Hyderabad. The study's primary data came from 50 Axis Bank clients who answered a structured questionnaire. Data analysis was done using statistical tools such tables, charts, and percentages. The results show that most consumers are aware of online banking services and favor mobile banking because of its accessibility and ease of use. The majority of customers believe that Axis Bank's online banking services are secure, safe, and easy to use. Although there is still room for raising awareness and improving service quality, the survey concluded that e-banking services have greatly increased user convenience and happiness.
DOI: http://doi.org/10.5281/zenodo.20808409
AI Adoption In Online Shopping: An Empirical Study Of Consumer Behaviour And Intention To Use Recommendation Systems Among Gen Z
Authors: Anindito Bhattacharya, Ishita Deb, Samarpita Roy
Abstract: Artificial Intelligence (AI)-enabled recommendation systems have become an integral component of online shopping by delivering personalized product suggestions that enhance consumers' shopping experiences. Despite their widespread adoption, limited research has examined the behavioural factors influencing consumers' intention to use these systems in the Indian context. This study investigates the determinants of AI-enabled recommendation system adoption among Indian online shoppers using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. A quantitative, cross-sectional research design was employed, and primary data were collected from 201 respondents through a structured online questionnaire using convenience and snowball sampling techniques. The collected data were analysed using descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis. The findings indicate that the proposed model explains 73.2% of the variance in behavioural intention (R² = 0.732). Habit, price value, hedonic motivation, and effort expectancy emerged as significant positive predictors of consumers' behavioural intention to adopt AI-enabled recommendation systems, while performance expectancy, social influence, and facilitating conditions showed comparatively weaker effects in the combined regression model. The results further reveal a strong positive relationship between behavioural intention and actual use of AI recommendation systems, confirming the applicability of the UTAUT2 framework in explaining AI adoption behaviour. The study highlights that consumers continued use of AI-driven recommendation systems is influenced not only by functional benefits but also by enjoyment, perceived value, and habitual usage. These findings provide valuable implications for e-commerce platforms and marketers in designing user-centric, engaging, and trustworthy AI-powered recommendation systems that encourage sustained consumer adoption and enhance the online shopping experience.
DOI: http://doi.org/10.5281/zenodo.20812976
Upskilling Strategies for Workforce Readiness in the Era of Digital Transformation
Authors: Associate Professor V.Punitha, Ansari
Abstract: As digital transformation disrupts industries, it leads to a growing skills gap, compromising organizational competitiveness and employee employability. This paper examines the effectiveness of micro-credentials, gamified learning, mentoring learning, and immersive simulation (virtual reality/augmented reality) as upskilling techniques on their impact on workforce readiness. Through a longitudinal quantitative and qualitative study involving 1,200 employees in 15 organizations (manufacturing, finance, and healthcare) from 2023-2025, we evaluate the success of the upskilling techniques based on skill acquisition speed, knowledge retention, improvements in job performance, and engagement rates. Results indicate that while immersive simulation techniques lead to the highest performance improvement (increase of 34.2%), they are also the most costly upskilling method (,800 per employee). On the other hand, gamified learning is the most effective in terms of cost efficiency (performance gain per dollar spent), while also yielding the highest engagement rate (88%).
A Study On Investor Perception Towards Mutual Funds Angel One Stock Broking Pvt Ltd .
Authors: Medala swarnalatha, Dr. S. Narender
Abstract: Mutual funds have emerged as a popular investment option among investors due To benefits such as diversification, professional management, liquidity, and the Potential for better returns. This study focuses on investor perception towards Mutual funds with reference to Angel One Limited, a digital financial services Platform that provides easy access to mutual fund investments.The main objective of the study is to analyze how investors perceive mutual Funds in terms of risk, return, safety, awareness, and convenience. It also Examines the key factors influencing investment decisions such as financial Advisors, income level, investment objectives, and digital platforms. The study Highlights the role of Angel One Limited in providing a user-friendly platform That simplifies investment and enhances investor participation.
DOI: http://doi.org/10.5281/zenodo.20818324
A Study On Growth and Development of Mutual Funds Industry in India at Icici Bank
Authors: Kornu Chandra Shekar, Dr. S. Narender
Abstract: The mutual fund industry in India has grown a lot in the last ten years and has become one of the most important parts of the country's financial system. Mutual funds help people and big organizations save money and then invest it in different kinds of securities. This study looks at how the industry has grown, how its structure has changed, and what factors have helped it develop. The industry has grown very quickly in terms of the total money it manages, known as Assets Under Management (AUM). It went from about ₹12.7 trillion in 2015 to more than ₹80 trillion by 2025–2026, which is more than six times the amount. This growth has been because more people are aware of investing, they know more about finance, and they are using Systematic Investment Plans (SIPs), which help them invest regularly. Also, the number of people investing has more than doubled in recent years, showing that more individuals, especially in cities and smaller towns, are getting involved.
DOI: http://doi.org/10.5281/zenodo.20823420
A Study On Dividend Analysis with Reference to Muthoot Finance Ltd.
Authors: Daida Keerthana, Dr. S. Narender
Abstract: The present study examines the dividend policy and financial performance of Muthoot Finance Ltd. Over a five-year period from 2021 to 2025. The primary objective of the study is to analyse the company’s dividend distribution pattern and evaluate the relationship between profitability and dividend payments. The study is based on secondary data collected from annual reports, financial statements, company publications, and financial websites. Key financial indicators such as Dividend per Share (DPS), Earnings per Share (EPS), Net Profit, and Dividend Payout Ratio have been analysed using trend and ratio analysis techniques. The findings reveal that Muthoot Finance has maintained a stable and progressive dividend policy, supported by consistent growth in earnings and profitability.
DOI: http://doi.org/10.5281/zenodo.20824553
Behavioral Finance: Investor Decision Biases in Volatile Market Conditions
Authors: Assistant Professor Akhila N, Research Scholar Saranya P K
Abstract: Behavioral Finance theory states that cognitive biases significantly influence investors' decision-making processes especially during market volatility when investors use emotional decision rules rather than logical ones. The purpose of this study is to explore the extent of occurrence of the main types of biases, including loss aversion, overconfidence, herding, disposition effect, and recency bias, during periods of heightened market volatility (2020 market crash due to the coronavirus pandemic, 2022 bear market, and 2024 period of increased volatility). This study employs a mixed-method approach, consisting of a survey experiment among retail investors (n=850) and an analysis of brokerage transactions (n=1,200,000) conducted for 12,000 investors. Findings demonstrate that loss aversion escalates by 47% in times of volatility, prompting panic selling of stocks at 18-22% discount from their later recovery value. Overconfidence decreases, but trading frequency grows 156%, whereas herding behavior is two-fold during volatility surges. A comparative analysis of different volatility regimes identifies recency bias as the most persistent one (r=0.81 correlation with VIX index), whereas disposition effect weakens.
A Study of Home Loans at Icici Bank, Hyderabad
Authors: K.Spandana, Dr.S.Narender
Abstract: Every citizen of the country dreams of having his own house. Especially when you plan to buy a home on loan. Home loans means that you buy a house on installments. In other words, when you want to own a home and cannot afford to pay the amount in lump sum, you can pay it in monthly installments with an interest rate. There are number of companies and banks offer cheap loans at a low interest rate. Loan is offered to a borrower to purchase or build a new house on the basis of his/her eligibility and the bank’s lending rules. Government gave encouragement for house finance subsidiaries by offering number of tax concessions to individuals with the overall encouragement given to this sector, a number of players entered in housing finance. One of the most important benefits of taking a home loan is the interest rate that is allowed on the home loan. This particular section will keep the housing loan demand high and increased lending rates can only shelve their plans for some time.
DOI: http://doi.org/10.5281/zenodo.20824885
Digital Transformation in Supply Chains: The Role of IoT and Real-Time Tracking in Operational Efficiency
Authors: Assistant Professor Dr.S.Kalaivani, Assistant Professor Dr. Kishori Sachin Pawar
Abstract: While IoT implementation in the supply chain could be revolutionary and result in high levels of efficiency for companies, the lack of empirical research to back up this assumption is alarming. Thus, the purpose of the present work is to analyze how IoT-based real-time tracking influences such operational performance indicators as on-time delivery, inventory accuracy, dwell time, route optimization, and exception response time. Based on the difference-in-differences methodology and longitudinal data from 240 distribution centers for 18 months (120 treatment and 120 control groups), IoT deployment has been proven to reduce dwell time by 34.2%, increase inventory accuracy from 87.3% to 98.6%, and shorten exception response time from 142 minutes to 28 minutes. A new real-time tracking algorithm (RTA) based on Kalman filtering and edge computing technology is also suggested and compared to RFID and barcode approaches in terms of accuracy and speed.
Digital Branding, Customer Engagement, And Lead Generation: An Empirical Study Of Marketing Effectiveness In The Real Estate Sector
Authors: Likith k Naidu, Rachana D
Abstract: The rapid digitalization of the real estate sector has fundamentally transformed how organizations communicate with customers, build brand identity, and generate qualified business leads. Online branding and digital lead generation have emerged as essential strategic tools for real estate firms seeking competitive advantage in a dynamic market environment. This study examines the effectiveness of digital marketing strategies — including social media marketing, search engine optimization (SEO), online advertising, email marketing, and video content — in influencing customer engagement, brand awareness, and conversion outcomes within the Indian real estate sector. Grounded in the Technology Acceptance Model (TAM) and the Resource-Based View (RBV), a conceptual framework linking digital branding capabilities to lead generation performance is proposed and tested. Using a quantitative descriptive-analytical research design, primary data were collected from 115 respondents comprising marketing executives, sales employees, and property buyers through a structured Likert-scale questionnaire. Reliability (Cronbach's ) and validity (AVE, CR) analyses confirm instrument quality. Statistical techniques including multiple regression, exploratory factor analysis, correlation analysis, chi-square tests, and ANOVA were employed. Results reveal that social media branding ( = 0.41), SEO effectiveness ( = 0.29), and video content marketing ( = 0.23) are significant predictors of lead generation performance. No significant demographic differences in perceptions were found, indicating broad acceptance of digital marketing practices across customer segments. The study contributes to digital marketing literature by integrating branding, engagement, and lead conversion constructs within a real estate context, and provides actionable managerial implications for property firms seeking to optimize digital outreach.
Photochemical Conversion of Carbon Dioxide into Value Added Chemicals
Authors: Assistant Professor Dr Aarti Dwivedi, Ms.Sharon Pricilla Jeevankumar Leela
Abstract: With the ever-rising concentration of CO₂ in the atmosphere, now above 420 ppm, there is an urgent need for advanced technology to enable sustainable carbon utilization. Photochemical reduction of CO₂ provides a promising approach towards the valorization of this greenhouse gas by converting it into valuable chemicals and fuel via solar energy. This paper aims to present an overview of the fundamental principles of the photochemical CO₂ conversion process and approaches for designing efficient catalysts and optimizing its performance. In our analysis, we focus on semiconductor-based photocatalysis, the use of metal-organic frameworks (MOFs) for the selective reduction of CO₂ into C₁ products (CO, CH₄, HCOOH, CH₃OH) and C₂⁺ products (C₂H₄, C₂H₅OH). On the basis of the quantitative analysis of reaction pathways and thermodynamics of the process, we conclude that surface-treated TiO₂ produces 85.6 µmol · g⁻¹· h⁻¹ CO with selectivity up to 92.3%, whereas MOF-based catalysts can reach conversion rates of more than 99% CH₄ with 7.5 mmol · g⁻¹ · h⁻¹ production.
AI-Powered Cyber Threat Intelligence System for Real-Time Detection of Sophisticated Attacks
Authors: Assistant Professor P. Cathrine Ranjana, Assistant Professor Dhanusha Mol K P
Abstract: With the continuous increase in complexity of cyber threats like zero-day attacks and APTs, the effectiveness of conventional signature-based intrusion detection approaches becomes less relevant. This paper presents a novel approach of AI-based cyber threat intelligence (CTI) system by incorporating deep learning and real-time threat intelligence correlation capabilities for detecting such advanced attacks. This research uses CNN-LSTM model to detect cyber threats, which achieves an accuracy of 94.2% with CICIoTDataset2023. To enrich the system with threat intelligence, RAG technique along with large language models (LLMs) is used in the proposed framework for recognizing zero-day cyber attacks. The proposed CTI solution detects zero-day cyber attacks accurately with 98.5% accuracy. It also offers substantial
Autonomous Personalization Engines: Causal Effects Of Generative Recommenders On Customer Value And Market Manipulation
Authors: Navya Sri Maddukuri, Hari Nagakoteswar Tripurari
Abstract: Digital commerce platforms are transitioning from static, catalog-constrained recommendation systems toward autonomous personalization engines capable of generating individualized offers, marketing messages, and product bundles in real time using large language models and adaptive policy optimization. While this transition promises substantial gains in customer relevance and firm revenue, it raises significant unresolved questions regarding consumer trust, perceived manipulation, autonomy erosion, and algorithmic price discrimination. This study reports a large-scale randomized field experiment (N = 106,600 customers) conducted across a multi-category digital commerce platform, in which customers were randomly assigned to one of five personalization conditions spanning a capability gradient: rule-based recommendations (control), deep-learning recommendations, static-policy generative AI personalization, autonomous adaptive generative AI personalization, and autonomous adaptive generative AI personalization with a transparency layer disclosing personalization rationale and providing opt-out controls. Intention-to-treat estimates reveal that personalization capability is monotonically associated with increased 12-month customer lifetime value (ranging from +$31.40 for deep-learning recommendations to +$79.20 for autonomous adaptive generative personalization, both p < .001 relative to control), but autonomous adaptive personalization simultaneously produces the largest declines in consumer trust (ΔCTI = –0.58, p < .001), the largest increases in perceived manipulation (ΔPMS = +0.91, p < .001), the largest declines in perceived autonomy (ΔPAI = –0.64, p < .001), and a net increase rather than decrease in 90-day churn (+1.84 percentage points, p < .001) — reversing the directional pattern observed for less capable personalization engines. The transparency layer condition recovers approximately 60% of the trust loss and 50% of the manipulation perception increase associated with autonomous adaptive personalization while preserving approximately 90% of its customer lifetime value gain, identifying a Pareto-improving configuration relative to non-transparent autonomous personalization. Heterogeneous treatment effect analyses reveal that price-sensitive and digitally less literate customer segments experience disproportionately higher manipulation perception increases relative to value gains. The paper contributes a Personalization-Manipulation Frontier framework to marketing analytics and information systems governance research, demonstrating that autonomous personalization capability and consumer welfare are not inherently aligned absent deliberate transparency design.
DOI: http://doi.org/10.5281/zenodo.20841354
Fairness-Aware Credit Intelligence: Balancing Predictive Accuracy, Inclusion, And Regulatory Accountability
Authors: Dr. Harsha Sammangi, Aditya Jagatha, Ruthwik Gullipalli
Abstract: Machine learning has substantially improved consumer credit-risk prediction, yet its deployment in lending decisions raises persistent concerns regarding demographic fairness, financial exclusion, explainability, and regulatory defensibility. This study develops and empirically evaluates a Fairness-Aware Credit Intelligence (FACI) framework — a four-layer architecture integrating predictive modeling, in- and post-processing fairness intervention, explainability and human policy override, and portfolio-level simulation and governance — using loan-level data from 412,683 consumer lending applications spanning 2021–2026. The study compares a traditional credit scorecard, gradient boosting and deep neural network models, two single-constraint fairness-aware models (demographic parity and equal opportunity), and the integrated FACI framework across predictive accuracy (AUC-ROC), approval rates, demographic parity and equal opportunity differences, disparate impact ratios, portfolio return, and default rates. Results show that unconstrained gradient boosting and neural network models achieve the highest raw accuracy (AUC-ROC 0.781–0.789) but the largest fairness disparities (demographic parity difference 0.187–0.201, disparate impact ratios of 0.65–0.68, below the regulatory four-fifths threshold). The integrated FACI framework achieves AUC-ROC of 0.778 — within 0.003 of the unconstrained gradient boosting benchmark — while reducing the demographic parity difference to 0.038 and improving the disparate impact ratio to 0.92, alongside a higher simulated net portfolio return (5.87%) than either single-constraint fairness model and a lower default rate (8.8%) than the unconstrained benchmark. Subgroup analysis reveals that FACI's gains are concentrated among thin-file applicants, whose approval rate gap relative to the reference group narrows from 27.1 to 14.4 percentage points while their default rate under FACI (10.2%) falls below their default rate under the unconstrained model (11.8%). Portfolio stress simulations across five macroeconomic and operational scenarios demonstrate that FACI's fairness mechanisms function as a form of risk diversification, with smaller return degradation and smaller fairness-metric deterioration than the unconstrained benchmark under severe recession and regional economic shock scenarios. The paper contributes the FACI framework, a five-level maturity roadmap, and a regulatory framework mapping to fintech, responsible AI, and information systems governance research, demonstrating that accuracy-fairness trade-offs documented in prior single-constraint studies can be substantially — though not entirely — resolved through an integrated, multi-layer organizational decision architecture rather than model-level constraints alone.
DOI: http://doi.org/10.5281/zenodo.20842723
A Study on Financial Performance of Commercial Banks with Special Reference to HDFC Bank
Authors: Bejjanki Shiva Teja, Professor Dr.S.Narender
Abstract: Financial performance appraisal is a key factor to measure effectiveness of any organization or Industry. Commercial banks in India and abroad use several techniques to find out their financial stability and status. HDFC Bank stands as a leader among India’s private sector banks, offering a diverse array of banking and financial services tailored for both individuals and businesses. Renowned for its robust financial results and commitment to customer satisfaction, the bank embraces innovative digital banking solutions. This study analyzes the financial performance of HDFC Bank Limited over the five-year period FY2020–21 to FY2024–25 using secondary data from published annual reports, RBI databases, and financial platforms. The research employs Ratio Analysis, Trend Analysis, and Comparative Analysis across ten financial performance dimensions. [Key findings reveal that Net Profit grew 116% to ₹67,200 crore, Gross NPA remained below 1.32% throughout lowest in Indian banking and Capital Adequacy consistently exceeded RBI minimums by 5–7 percentage points. The landmark HDFC Limited merger in FY2023–24 caused transitional NIM compression (3.60%) and CASA dilution (38.20%) while significantly expanding balance sheet size to ₹35+ lakh crore. Cost-to-Income ratio remained industry-best at 37.80–40.20% throughout the study period.] The study tries to find out the performance of HDFC in comparison to other scheduled banks. This study concludes that HDFC Bank demonstrates exceptional financial performance resilience and the post-merger recovery trajectory confirms its sustained competitive strength in Indian commercial banking.
A Study on Capital Structure with Special Reference to Ultratech Cement Limited
Authors: Nathi Shiva Venkatesh, Professor Dr. S. Narender
Abstract: UltraTech Cement Limited is India's largest cement and ready-mix concrete manufacturer and a leading player in the building materials industry. The company is known for its extensive manufacturing network, high-quality products, and strong presence across domestic and international markets. Through continuous innovation and sustainable business practices, UltraTech Cement contributes significantly to infrastructure development and economic growth. This study analyzes the capital structure of UltraTech Cement Limited over the five-year period FY2020–21 to FY2024–25 using secondary data from published annual reports, BSE/NSE filings, and financial databases. The research employs Ratio Analysis, Trend Analysis, and Comparative Analysis across ten capital structure dimensions. Comparative analysis confirms UltraTech's capital structure as superior to the industry average across all key leverage and profitability metrics. This paper studies the debt-equity ratio, interest coverage etc to find out the capital structure process at Ultratech. The study concludes with how UltraTech has demonstrated best-in-class capital structure management through balanced growth financing, and with financial discipline to deliver sustained shareholder value creation.
Sales and Consumer Behaviour in Unlimited Family Fashion Store: A Study on Customer Purchase Patterns and Satisfaction in Hyderabad
Authors: Banothu Sai Kumar, Professor Dr. Mandala Sreenivas
Abstract: This study investigates sales performance and consumer behaviour at Unlimited Family Fashion Store, a value-fashion retail chain in Hyderabad, with the aim of identifying the factors that drive customer purchase decisions and evaluating satisfaction across pricing, product quality, store ambience, staff behaviour, and promotional effectiveness. A descriptive, cross-sectional research design was adopted, using a structured questionnaire administered to 100 customers through convenience sampling, supplemented by secondary data from books, journals, and company records. Results show that customers are predominantly young (18–35 years), married, salaried, and middle-income, and that fashionable products and affordable pricing — not price alone — are the leading reasons for store visits. Social media and word-of-mouth referrals were the dominant awareness channels. Satisfaction was consistently high across all measured service dimensions (70–78% positive), with staff behaviour and store ambience rated highest. Loyalty indicators were strong: 82% of respondents would recommend the store and 78% intend to repurchase. The findings indicate a clear behavioural chain in which affordability and trend-relevance attract footfall, consistent service quality sustains satisfaction, and satisfaction converts into advocacy and repeat purchase. The study recommends expanding product variety, strengthening digital marketing, and introducing loyalty programmes to convert existing satisfaction into further sales growth.
A Study On Training and Development at NTPC Ramagundam
Authors: Dubba Prathusha, Professor K. Radha Krishna
Abstract: This study examines the effectiveness of training and development practices at NTPC Ramagundam, one of India’s leading thermal power stations. Training and development play a vital role in enhancing employee skills, improving productivity, and ensuring organizational efficiency, especially in technically complex and safety-critical industries like power generation. The primary objective of the study is to analyze the existing training programs, evaluate their effectiveness, and identify areas for improvement. The research is based on both primary and secondary data. Primary data was collected through structured questionnaires from trainers and trainees, while secondary data was gathered from journals, reports, and company records. Various analytical tools such as percentage analysis, charts, and graphical representations were used to interpret the data. The findings reveal that NTPC provides a wide range of training programs, including technical, safety, behavioural, and managerial training. These programs have significantly contributed to improving employee performance, job satisfaction, and operational efficiency. However, certain gaps were identified, such as the need for better training need analysis, improved evaluation methods, and increased use of modern training techniques.
The Characteristics of Tribal Entrepreneurs in Manipur That Contribute to Their Success as Business Owners
Authors: Research Scholar Mr. Th. John Lerphangam Monsang, Assistant Professor Dr. Sanasam Somokanta Singh
Abstract: This study aims to investigate the entrepreneurial traits among tribal entrepreneurs in Manipur, India, to understand why individuals with entrepreneurial traits are pivotal in entrepreneurial activities. Entrepreneurship in the tribal context has ample opportunities for capital formation, economic growth, and sustainable development. However, the intervention of enterprise development institutions in the tribal context in India is less due to a lack of awareness among beneficiaries and technical dearth of these institutions. The study will focus on businesses operated by tribal groups throughout the state and identify the different entrepreneurial characteristics of tribal business owners. Entrepreneurs are driven individuals who take on the majority of the risks and reap the majority of the gains. They are also proprietary and managers who stand between the worker and the customer. Entrepreneurs must find product/market fit, enough clients, funding, excellent personnel, and distribution methods to create a profitable business. The Indian government's embrace of entrepreneurship aligns with the country's economic needs and desires, focusing on self-sufficiency and fostering public interest in entrepreneurship. The Entrepreneurship Development Program (EDP) provides structured training for individuals to become entrepreneurs. The research questions include understanding the characteristics of entrepreneurs, investigating the driving forces behind them, assessing their risk-taking potential, and recommending actions for entrepreneurship and developing an entrepreneurial attitude among youths. The findings of the research activity can help policy planners to enhance the economics of Tribal entrepreneurs in Manipur, India.
A Comprehensive Examination of the Structural and Operational Challenges Faced by Indian Startups in Accessing Venture Capital Funding
Authors: Research Scholar Sri Charan Bussa, Dr Humera Fatima
Abstract: India's startup ecosystem has experienced rapid expansion in recent years, positioning itself as a global hub for innovation, particularly in technology, services, and product-based enterprises. Nevertheless, access to the venturing capital is provided unevenly and extremely selectively in spite of such dynamic growth. The need to understand the impact of structural and operational obstacles on the ability of the startups to obtain venture capital has moved this paper to undertake an investigation of the issues as they are experienced in the real world setting by emerging ventures in various sectors, stages and locations. On the foundation of primary survey of 150 Founder of startups and key personnel, the study provides a statistically supported study of variables namely demographics background, funding levels, regulatory hindrances, internal performance constraints and recognition of government schemes. The tools of statistical analysis such as the descriptive analysis and a Chi-Square test have been utilized to study the connection between the factors influencing the challenges in the start-up and funding results. The results show that there exists strong relation between the structural inefficiencies–such as absent investor networks or documentation deficiency with the low VC access and operational derailment, which still influences the fund usage after investment. The paper concludes that although the availability of early-stage capital is relatively easy, the ecosystem has a structural disjointedness and most of the startups are unable to scale up or reach the next level of funding. It is the main finding of the paper that the current policies lack better implementation, there is a necessity of the focused support mechanisms, and there is a need of increased connectivity among the investors and startups. This study gives to the policy argumentation by proposing feasible changes, that could be made in the venture capital community, to enhance business entrepreneurial momentum in a less exclusive way in India.
A Study on Investment Behavior and Risk Perception of Individual Investors
Authors: Aarti Annasaheb Jagtap, Prof. Neelam Patil, Prof. Shekhar Chavan
Abstract: Investment behavior and risk perception play a crucial role in shaping the financial decisions of individual investors. This study aims to examine the investment behavior of individual investors and analyze the factors influencing their perception of investment risk. The research explores how demographic variables such as age, gender, education, income, and investment experience affect investment preferences and risk tolerance. A descriptive research design was adopted, and primary data were collected through a structured questionnaire administered to individual investors. Secondary data were obtained from journals, books, research articles, and financial reports to support the study. The findings indicate that most investors prefer investment avenues that offer a balance between risk and return, with safety of capital and expected returns being the primary factors influencing investment decisions. The study also reveals that financial literacy and investment experience significantly impact investors' willingness to undertake risk. Furthermore, market volatility, economic conditions, and personal financial goals were found to influence investment choices. Investors with greater financial knowledge tend to diversify their portfolios and make more informed investment decisions than those with limited financial awareness. The study concludes that understanding investors' risk perception is essential for developing effective investment strategies and improving financial decision-making. The findings provide valuable insights for financial institutions, investment advisors, policymakers, and individual investors in designing investment products and financial education programs that align with investors' risk profiles and financial objectives.
DOI: http://doi.org/10.5281/zenodo.21057884
Economic Hazards and Threats to Indian Ports on POL Handling
Authors: Narmadha S
Abstract: This paper examines the economic hazards and financial threats faced by Indian ports engaged in Petroleum, Oil and Lubricants (POL) handling during and after the 2026 Iran–Israel–US war and the resulting closure and contested reopening of the Strait of Hormuz (28 February–20 June 2026, with intermittent renewed closures thereafter). Drawing on government press releases, central bank and ministry data, international energy agency reporting, and Indian equity- and currency-market data, the paper quantifies the channels through which the conflict transmitted economic shocks to Indian port-based petroleum logistics: crude price escalation, war-risk insurance inflation, freight-rate spikes, port congestion, rupee depreciation, capital outflows, and fiscal strain on oil marketing companies (OMCs). The analysis finds that although India's structural diversification away from Gulf-origin crude (reducing Hormuz-linked exposure from roughly 55% to approximately 70% sourced outside the Strait) cushioned physical supply disruption, it did not insulate the country from price-channel and freight-channel shocks. Brent crude rose from approximately $69–72/barrel in February 2026 to a peak near $113–119/barrel in March 2026, India's crude basket peaked at $113.57/barrel, war-risk insurance premiums for very large crude carriers (VLCCs) rose 300–400%, and Indian benchmark equity indices shed over ₹40 lakh crore in market capitalisation within four weeks. The paper concludes with a hazard-mapping framework for Indian POL-handling ports and policy recommendations for strategic reserve management, insurance-pool mechanisms, and freight-cost mitigation.
Consumer Behavior in Sustainable and Digital Markets: An Empirical Study of Psychological Factors, Green Product Preferences, and Online Purchase Decisions
Authors: Shravan Boini, Dr. Rajkumar Guntuku
Abstract: The rapid growth of digital technologies and increasing environmental awareness have significantly transformed consumer behavior in sustainable markets. This study examines the influence of psychological factors, green product preferences, green marketing practices, and online shopping attributes on consumer purchase decisions. A descriptive and empirical research design was adopted, and primary data were collected from 204 consumers in the Hyderabad region, Telangana, using a structured questionnaire based on a five-point Likert scale. A convenience sampling technique was employed for data collection. The collected data were analyzed using IBM SPSS Statistics (Version 26) through descriptive statistics, reliability analysis, Pearson correlation, exploratory factor analysis, and multiple regression analysis. The findings indicate that psychological factors, green product preferences, green marketing practices, and online shopping attributes positively influence consumer purchase decisions in sustainable and digital markets. Among these variables, psychological factors emerged as the strongest predictor of sustainable purchasing behavior, followed by online shopping attributes. The reliability analysis confirmed satisfactory internal consistency of the measurement scales, while correlation and regression analyses revealed significant positive relationships among the study variables. The results highlight that consumers are increasingly influenced by environmental concerns, digital convenience, product transparency, and trust in green marketing initiatives when making purchasing decisions. The study contributes to the existing literature by integrating psychological, sustainability, and digital commerce perspectives into a comprehensive empirical framework for understanding contemporary consumer behavior. The findings provide valuable implications for marketers, business organizations, policymakers, and researchers in designing effective green marketing strategies, improving digital shopping experiences, and promoting sustainable consumption. The study also offers practical insights for organizations seeking to strengthen consumer engagement and achieve long-term competitive advantage in sustainable and digital markets.
Investor Risk Tolerance, Financial Literacy and Investment Decisions: A Behavioural Finance Perspective
Authors: Ashwath Hegde, Ms. Rachana. D
Abstract: Investment decisions kind a get shaped by how much risk an individual investor can handle, both in terms of the mindset and the real financial capacity to go on through uncertainty. In this study I’m looking at how risk tolerance connects with investment decisions for individual investors, in a descriptive-cum-analytical way, not only one angle. The primary information was gathered from 100 individual investors, using a structured questionnaire, which was sent via Google Forms. For the analysis, tools like mean, median, mode, Pearson’s correlation and one-way ANOVA were used, and that’s pretty much it. To make sure the scales were dependable, Cronbach’s Alpha was applied, mainly to check internal consistency so the results don’t feel randomly stitched together. The results point out that most investors have a moderate risk tolerance, so they usually go for balanced routes such as mutual funds, fixed deposits, and gold. Also, factors like financial literacy, market awareness, income steadiness and investment planning capability come out as positive drivers that improve investment behaviour. When the correlation analysis is checked, it shows moderate to strong positive associations between risk tolerance and things like financial planning, investment awareness, and investment confidence. The ANOVA outcomes suggest there aren’t statistically significant differences in investment behaviour across demographic groups, which basically hints at fairly similar decision patterns. Practically, these findings underline the need for personalised investor education programmes, clearer risk profiling frameworks and policy-level efforts too, so long-term investing stays responsible and not purely impulsive. Overall, the study adds to behavioural finance by tying investor psychology with actual financial choices, in an evidence-based manner
A Study of Recruitment and Selection Practices with Reference to Speed Job Solution
Authors: Nisarg Nana Meshram, Professor Sandhya Rathod, Dr. Krishna Aineniwar
Abstract: This study, titled "A Study of Recruitment and Selection Practices with Reference to Speed Job Solution," aims to examine the recruitment and selection procedures adopted by Speed Job Solution and evaluate their effectiveness in attracting and selecting suitable candidates. Recruitment and selection are essential human resource functions that directly influence organizational performance by ensuring the right talent is hired for the right job. The study explores various recruitment sources, selection methods, and the challenges faced during the hiring process. Primary data were collected through questionnaires and interviews with employees and HR personnel, while secondary data were obtained from company records, journals, and relevant literature. The findings indicate that Speed Job Solution follows a structured recruitment and selection process that emphasizes transparency, efficiency, and candidate suitability. The study concludes that continuous improvement in recruitment strategies, the adoption of modern technology, and enhanced candidate engagement can further strengthen the organization's hiring practices and contribute to long-term organizational success.
Pricing Strategy and Competitive Performance in the Indian Dry Fruits Industry: An Empirical Investigation
Authors: Mohammed K, Rachana D
Abstract: Lately, more people pay attention to their health, which helps explain why dried fruit sales are climbing fast within processed foods. Because so many companies now sell these products, staying profitable means finding smart ways to set prices without losing buyers. How much something costs can shape who buys it, how well a brand does against rivals, even long-term success. Looking closely at pricing shows how customer habits, rival moves, and what shoppers believe affect choices behind the scenes. The way firms price shapes how they stand out – or blend in – across this busy marketplace. Looking at things closely, the study uses both description and examination methods. From 101 people like sellers, bulk suppliers, shop owners, and buyers in the dried fruit trade, answers came via a fixed-format survey. Instead of surveys, outside details arrived from scholarly articles, field summaries, published works, plus web-based material. To make sense of numbers, techniques including average measures appeared alongside chi-square tests. Variance checks showed differences between groups while relationship strength popped up using correlation math. Then again, prediction patterns emerged when regression models ran on the information set. Hypotheses faced number-based scrutiny so findings could take shape clearly. Though demand plays a role, rivalry among sellers shapes price choices more sharply. Perception shifts clearly with age when it comes to cost views, yet job type shows no meaningful statistical link. Price decisions respond more strongly to competitive pressure than they do to customer demand patterns. When looking at how people view pricing, years lived matter, but professional roles fall flat in impact. Pricing choices seem to shape how managers act, how buyers see products, and where firms stand in the marketplace – yet the data showed no strong proof that pricing alone boosted competitiveness in this group. Even though numbers failed to confirm a clear link between price moves and company success, setting prices still matters when handling shifts in demand, what shoppers want, or pressure from rivals among nut and dried fruit sellers. One fresh look at pricing in farming businesses adds to what we already know, especially when it comes to dried fruit markets in India. Traders, those who prepare goods, and decision makers might find useful tips here – ways to stay stronger in crowded markets by setting smarter prices. Instead of fixed numbers, shifting price plans that follow customers and market shifts could help companies last longer, stand out more. Pricing Strategy Affects Competitive Performance in the Dry Fruits Industry
Influence of Working Capital Components on Profitability: An Empirical Study
Authors: Sudeep Vasant Gowli, Dr.Suma
Abstract: Working capital management plays a critical role in determining the operational efficiency and profitability of manufacturing firms, particularly in capital-intensive industries such as ceramics. This study examines the influence of working capital components on the profitability of Murudeshwar Ceramics Ltd., a leading ceramic tile manufacturing company in India. The research focuses on key components of working capital, namely inventory management, receivables management, cash management, liquidity management, and the cash conversion cycle, and evaluates their impact on financial performance during the period 2019–2024. The study adopts a descriptive and analytical research design using both primary and secondary data sources. Primary data were collected through a structured questionnaire administered to 100 respondents associated with financial and operational activities of the company. Secondary data were obtained from annual reports, financial statements, industry publications, and corporate disclosures. Statistical tools such as descriptive statistics, correlation analysis, regression analysis, t-test, and ANOVA were used to analyze the relationship between working capital components and profitability indicators. The findings reveal that effective working capital management significantly improves profitability and operational efficiency. Inventory management and liquidity management exhibit a positive association with profitability, while delays in receivables collection adversely affect cash flow and financial performance. Correlation analysis indicates a moderate positive relationship between working capital efficiency and profitability, whereas regression analysis confirms that inventory, debtors, and cash management collectively influence profit levels. The study further identifies that strong liquidity management and effective credit control policies support financial stability and short-term solvency. The study contributes to the growing literature on working capital management in Indian manufacturing firms by providing firm-specific evidence from the ceramics sector. The findings offer important managerial implications for improving financial planning, reducing working capital stress, and enhancing operational efficiency. The research recommends strengthening receivables management, optimizing inventory levels, and adopting advanced working capital monitoring systems to sustain long-term profitability and competitiveness.
An Empirical Study of Public Perception Towards the Digital Rupee (E₹) in India
Authors: Research Scholar Subramanyeswara Sarma V, Dr. Khusboo Sharma
Abstract: The Digital Rupee (e₹), the Central Bank Digital Currency (CBDC) issued by the Reserve Bank of India (RBI), represents a significant advancement in India's digital financial ecosystem. Understanding public perception and acceptance of the Digital Rupee is essential for its effective deployment and broad adoption. This research empirically examines public perception of the Digital Rupee (e₹) in India, focusing on awareness, comprehension, convenience, security, faith in the RBI, desire to use the Digital Rupee, and the overall perceptions of respondents. The research was quantitative, descriptive, and empirical. The participants were chosen by a convenience sample method, and main data was gathered via a structured questionnaire from 210 individuals. The gathered data were examined using descriptive statistics, including percentage and frequency analyses, as well as inferential statistics, including the One-Sample t-test and Independent Samples t-test. The findings reveal that the majority of participants had a favourable disposition towards the Digital Rupee, recognising its potential to enhance digital transactions and reduce dependence on physical currency. "The respondents exhibited considerable confidence in the Reserve Bank of India's capacity to proficiently oversee the Digital Rupee.'' The hypothesis testing demonstrated that public opinion of the Digital Rupee is statistically significant, suggesting that knowledge positively influences respondents' readiness to embrace it. In conclusion, although public awareness and acceptance of the Digital Rupee are encouraging, continued initiatives to enhance awareness, financial literacy, and advancements in digital infrastructure and cybersecurity will be crucial to cultivate public trust and promote extensive adoption of the Digital Rupee in India.
The Role of CRM Analytics in Improving Student Admissions
Authors: Mrugandha Waghmare, Professor Gayatri Deokate
Abstract: Customer Relationship Management (CRM) analytics has become an essential tool for higher education institutions seeking to improve the efficiency and effectiveness of student admissions. By analyzing data from multiple sources, including inquiries, applications, communication history, academic records, and digital interactions, CRM analytics enables institutions to better understand applicant behavior and preferences. This data-driven approach supports personalized engagement, improves lead nurturing, enhances recruitment strategies, and increases conversion rates from prospective applicants to enrolled students. Additionally, CRM analytics helps admission teams identify trends, predict enrollment outcomes, optimize resource allocation, and make informed strategic decisions. The integration of predictive analytics and real-time reporting further strengthens institutional competitiveness by improving student outreach and retention planning. This study examines the role of CRM analytics in enhancing student admissions, highlighting its benefits, challenges, and potential for transforming traditional admission processes into more efficient, student-centered systems.
Artificial Intelligence for Climate Adaptation in Smart Cities: A Critical Literature Review of Educational, Pedagogical, and Socio-Technical Dimensions
Authors: Assistant Professor Dr. Kanchan Kumari, Professor Manisha V. Nain
Abstract: The converging of artificial intelligence (AI) and climate adjustment within smart city frameworks has appeared as one of the most consequential and contested domains of modern urban governance and sustainability scholarship. This literature review critically examines peer-reviewed research published between 2015 and 2024, drawing on 97 sources spanning urban informatics, environmental science, education and pedagogy, political economy, and science and technology studies (STS). The chapter is structured around five thematic axes: (1) the conceptual architecture of AI-driven climate adaptation systems; (2) the educational and pedagogical dimensions of preparing citizens, professionals, and policymakers to engage with these systems; (3) the socio-technical inequalities embedded in smart city infrastructures; (4) the governance and transparency challenges that AI deployment presents; and (5) the emergent research gaps that demand scholarly and institutional attention. The review finds that while substantial technical literature documents the capabilities of AI in climate modelling, urban heat island mitigation, flood risk prediction, and energy optimisation, there exists a pronounced deficit in research that bridges technical systems design with education, civic participation, and critical literacy. Furthermore, the majority of existing research reflects perspectives from the Global North, with limited attention to the pedagogical, political, and infrastructural conditions of cities in the Global South. This chapter argues that climate adaptation cannot be reduced to a computational problem and that AI systems, however sophisticated, are embedded in social, political, and pedagogical contexts that determine their effectiveness, equity, and legitimacy. The review synthesises these dimensions into a conceptual framework — the Adaptive Intelligence Pedagogy (AIP) model — which foregrounds critical climate literacy as a precondition for just and effective AI-driven urban adaptation. Directions for future research, policy, and educational practice are identified.
A Study on Consumer Satisfaction Towards Zepto’s Quick Commerce Services in the Bangalore Metropolitan Region
Authors: Abhay, Dr. Amrutha N
Abstract: The rapid proliferation of Quick Commerce (q-commerce) has redefined urban grocery and essentials delivery ecosystems across India. This empirical study evaluates consumer satisfaction levels, operational touchpoints, and retention drivers towards Zepto's 10-minute delivery model within the Bangalore metropolitan area—a tech-dense market characterized by high disposable incomes and intense time poverty. Utilizing a positivist, mixed-methods framework, primary data was cross-sectionally collected from N=250 active platform users across major technology and commercial hubs using structured questionnaires. The empirical findings indicate that delivery speed, freshness of perishables, and application user interface (UI) design exert the highest cumulative impact on consumer satisfaction. Inferential statistical testing revealed a strong, positive linear relationship between perceived service reliability and ultimate platform loyalty (r = 0.812, p < 0.05). Multiple linear regression analysis proved that delivery speed and product freshness are the strongest statistical predictors of customer retention, explaining 71.4% of the variance in overall customer satisfaction. Conversely, out-of-stock surges and surge pricing during monsoons were identified as primary friction points. The paper concludes with actionable operational frameworks for optimizing dark store logistics, minimizing cart abandonment, and fostering brand loyalty in hyper-competitive urban centers.
The Digital Paradigm Shift: Evaluating the Effect of Social Media Marketing on Consumer Purchase Intention in the Real Estate Sector
Authors: Srivathsa.B.K, Mrs. Roopa. Ajwal
Abstract: The rapid digitization of commerce has fundamentally restructured the global real estate industry, shifting the nexus of consumer engagement from traditional print media and physical networking to dynamic, interactive social media platforms. This research paper provides an exhaustive empirical examination of the effect of Social Media Marketing Activities (SMMA) on consumer purchase intention within the real estate sector. The primary objective is to evaluate how specific dimensions of digital marketing namely entertainment, interaction, customization, and electronic word-of-mouth (eWOM) mitigate inherent information asymmetry, foster brand trust, and ultimately drive the consumer's intention to purchase or lease real estate. Utilizing a quantitative, cross-sectional descriptive design, empirical data was gathered from a stratified random sample of 500 recent homebuyers and active market seekers across diverse demographic and socioeconomic strata. The analytical strategy incorporated descriptive statistics, Pearson correlation analysis, independent samples t-tests, and Analysis of Variance (ANOVA) to extract nuanced behavioral patterns. The findings indicate a highly significant positive correlation between robust social media engagement and purchase intention, a relationship that is mediated heavily by consumer trust and the perceived authenticity of both user-generated and firm-generated content. Demographic analysis reveals that younger cohorts, specifically Generation Z and Millennials, exhibit a pronounced reliance on short-form video content and immersive PropTech integrations such as 3D virtual tours during the heuristic evaluation phase of their customer journey. Furthermore, the statistical data demonstrates that female consumers and high-income demographic segments display significant variations in their responsiveness to specific platform aesthetics and targeted digital advertising. The paper concludes that isolated social media visibility is vastly insufficient in the contemporary market; real estate brokerages must transition to advanced loyalty frameworks, incorporating predictive analytics, Answer Engine Optimization (AEO), and high-fidelity virtual environments to sustain competitive advantage. The implications for managerial practice and policy underscore the necessity of an omnichannel, data-driven approach to real estate marketing that prioritizes parasocial relationship building, algorithmic alignment, and transparent information dissemination to effectively convert digital interactions into tangible, high-value real estate transactions.
A Study on Evaluating Sales and Marketing Integration to Improve Lead Generation and Conversion Rates at Exeia (Bii Health) in the Bangalore Metropolitan Region
Authors: Research Scholar Tarun N, Assistant Professor Ms. Ashwini R H
Abstract: The alignment and structural integration of sales and marketing functions represent a critical strategic imperative for contemporary healthcare-technology (HealthTech) enterprises operating within highly competitive B2B markets. This empirical study evaluates the impact of marketing and sales integration on enterprise lead generation efficiency and customer conversion velocity at EXEIA (BII Health) within the Bangalore metropolitan area—a tech-dense market characterized by high decision-making complexity and long enterprise procurement cycles. Utilizing a positivist, mixed-methods quantitative framework, primary data was cross-sectionally collected from N=180 active commercial professionals and corporate accounts using structured questionnaires. The empirical findings indicate that shared CRM metrics, collaborative lead scoring, and automated feedback loops exert the highest cumulative impact on marketing-qualified lead (MQL) conversion velocity. Inferential statistical testing revealed a strong, positive linear relationship between service reliability/functional integration and ultimate platform conversion success (r = 0.784, p < 0.05). Multiple linear regression analysis proved that shared data infrastructure and unified lead definitions are the strongest statistical predictors of lead retention, explaining 68.2% of the variance in overall pipeline conversion efficiency. Conversely, out-of-sync departmental incentives and siloed digital platforms were identified as primary operational friction points. The paper concludes with actionable operational frameworks for establishing synchronized commercial funnels and minimizing lead abandonment in hyper-competitive urban B2B health ecosystems.
Artificial Intelligence and Marketing Effectiveness: The Role of Customer Satisfaction, Brand Loyalty, and Purchase Intention
Authors: Assistant Professor Asma Jasmine, Assistant Professor B. Soujanya, Assistant Professor G. Srivani, Assistant Professor Manea Swathi, Assistant Professor I. Kamalakar Rao
Abstract: Artificial Intelligence (AI) has emerged as a transformative technology in marketing, enabling organizations to enhance customer experiences through personalized recommendations, predictive analytics, automation, and AI-enabled digital communication platforms. This study examines the impact of AI-driven marketing strategies on consumer behavior, evaluates the effectiveness of AI-enabled digital communication platforms in enhancing customer engagement, analyzes the influence of consumer trust and ethical concerns on the adoption of AI-based marketing practices, and assesses the effect of AI technologies on marketing outcomes. A descriptive research design with a quantitative approach was adopted for the study. Primary data were collected from 165 consumers in Hyderabad who actively use AI-enabled digital platforms through a structured questionnaire based on a five-point Likert scale. Convenience sampling was employed for data collection, and the data were analyzed using IBM SPSS through descriptive statistics, reliability analysis, correlation, and regression analysis. The findings indicate that AI-driven marketing strategies have a significant positive influence on consumer behavior. AI-enabled digital communication platforms, including chatbots, voice assistants, and personalized recommendations, significantly enhance customer engagement. Consumer trust and ethical considerations, particularly privacy, transparency, and fairness, were found to play a crucial role in the adoption of AI-based marketing practices. Furthermore, AI technologies positively influence marketing outcomes by improving customer satisfaction, brand loyalty, and purchase intention. The study concludes that the effective and ethical implementation of AI enables organizations to strengthen customer relationships and improve marketing performance. The findings provide valuable insights for marketers and business organizations seeking to leverage AI technologies for sustainable competitive advantage.
Strategic Insurance Decisions in Business Policies
Authors: Shahla Nigar
Abstract: For property insurers, underwriting has evolved from actuarial pricing into a multidimensional calculus of climate risk, portfolio sustainability, and systemic resilience. Based on a structured review of 80 scholarly sources, this paper identifies four strategic imperatives: (1) modernizing risk assessment with forward looking climate models, IoT monitoring, and deep learning; (2) innovating hybrid indemnity parametric products that reduce basis risk and incentivize mitigation; (3) building capacity through public private risk pools, catastrophe bonds, and development finance to close protection gaps; and (4) aligning portfolios by reviewing exposure to high-carbon assets and transition risks. InsurTech investments in AI underwriting, satellite analytics, and blockchain claims significantly reduce loss ratios and enable expansion into previously uninsurable segments. Long term profitability and solvency depend on embedding climate scenarios into capital allocation, institutionalizing cross-sector collaboration, and redefining insurers from reactive indemnifiers to proactive architects of resilience.
Leverage, Financial Risk, and Market Signals: A Survey of Corporate Finance Managers in an Emerging Economy
Authors: Md Juman Hussan
Abstract: Debt financing raises a firm's fixed payment obligations, and with them, financial risk. This paper tests how finance managers in Bangladesh perceive that trade-off, and whether they connect it to two market-facing outcomes: sales revenue and share price. Fifty finance managers from six industry groups completed a structured, five-point Likert questionnaire. A one-sample Z-test, run at the 95 per cent confidence level, rejects the null hypothesis for all three relationships tested. Ninety-four per cent of respondents agreed that leverage raises financial risk (Z = -6.20). All fifty respondents agreed that leverage raises sales revenue (Z = -7.04). Eighty-four per cent agreed that return moves together with share price (Z = -4.79). Ninety-two per cent of firms in the sample pay 16 to 20 per cent interest on their debt capital, which helps explain why risk perception runs high. The paper argues that Bangladeshi finance managers hold a risk-return view of leverage that lines up with core capital structure theory, despite operating in a market with thin bond markets and high borrowing costs.
