NOLEGEIN-Journal of Advertising and Brand Management
NOLEGEIN-Journal of Advertising and Brand Management is a peer reviewed journal and provides a platform to discuss new issues in the area of Promotional Research and management. The journal also seeks to advance the quality of research by publishing papers introducing or elaborating on Sales promotions and Global advertising. It's a biannual journal, started in 2018.
MBA Journals ( Consortium eLearning Network Pvt Ltd)
How Mukesh Ambani Revived Campa Cola: The Business Strategy BehindReliance's FMCG Revolution
The revival of Campa Cola by Reliance Consumer Products Limited (RCPL) represents one of the most significant examples of strategic brand resurrection and market disruption in India&#39;s Fast-Moving Consumer Goods (FMCG) industry. Acquired by Reliance Industries in 2022 for approximately ₹22 crore, the once-iconic Indian soft drink brand was repositioned to challenge the long-standing dominance of multinational beverage companies such as Coca- Cola and PepsiCo. This case study examines the strategic rationale behind the acquisition and analyzes the key business strategies that facilitated Campa Cola&#39;s rapid resurgence. Drawing upon secondary data from company announcements, industry reports, and credible business publications, the study explores Reliance&#39;s diversified growth strategy, acquisition-led market entry, brand equity utilization, aggressive penetration pricing, extensive retail distribution network, and product portfolio expansion. The case further investigates the role of nostalgic branding, retailer incentive programs, and integrated supply chain capabilities in strengthening Campa Cola&#39;s competitive position. In addition, the introduction of Campa Shore into the packaged drinking water segment illustrates Reliance&#39;s broader objective of establishing a comprehensive beverage ecosystem. The study applies established strategic management and marketing frameworks, including SWOT Analysis, Porter&#39;s Five Forces, Porter&#39;s Generic Strategies, the Resource-Based View (RBV), and Keller&#39;s Customer-Based Brand Equity Model, to evaluate the sustainability of Reliance&#39;s competitive advantage. The findings demonstrate that the revival of a legacy brand, when supported by strong financial resources, distribution capabilities, and customer-centric pricing, can effectively challenge established market leaders. This case contributes to the literature on strategic acquisitions, brand revitalization, and competitive strategy in emerging markets while offering valuable managerial insights for business leaders, entrepreneurs, researchers, and students of marketing and strategic management.
Brand Revival, FMCG, Strategic Acquisition, Reliance Industries, Campa Cola, Predatory Pricing, Competitive Strategy, Beverage Industry
Copyright (c) 2026 NOLEGEIN-Journal of Advertising and Brand Management
A Study on Impact of Pricing Strategy on Customer PurchaseIntention with reference to FMCG products
This study looks at how pricing strategy affects customers&#39; purchase intention towards FMCG products, as price is one of the main factor’s customers consider while buying everyday products. The study focuses on understanding how pricing methods such as discounts, promotional offers, and value-based pricing influence customers&#39; buying decisions. The information for the study was collected through a structured questionnaire, and additional details were obtained from books, journals, company reports, and websites. The collected data was examined using suitable statistical methods to understand customers&#39; opinions and preferences. The study also examines how customers compare prices with product quality before making a purchase decision. It highlights the importance of pricing in creating customer value and gaining a competitive advantage in the FMCG market. The research helps identify the pricing factors that have the greatest influence on customer purchase intention. It also provides useful insights for FMCG companies to develop pricing strategies that match customer expectations and market conditions. The study also emphasizes the role of pricing in influencing customer satisfaction and overall buying behaviour. It provides practical recommendations that can help managers formulate effective pricing policies in a highly competitive FMCG market. Furthermore, the research contributes to the existing literature by offering a better understanding of the relationship between pricing strategy and consumer purchase intention. The findings show that reasonable prices, attractive promotional offers, and good value for money encourage customers to buy FMCG products. Consumers are more likely to buy when they feel that the price is fair and worth the money they spend. Overall, the findings indicate that a good pricing strategy can help FMCG companies attract a larger customer base, improve customer satisfaction, increase sales, and build long-term customer loyalty. The findings can also support companies in making better pricing decisions.
Pricing Strategy, Customer Purchase Intention, FMCG Products, Price Perception, Consumer Buying Behaviour.
A Study on Consumer Preferences and Satisfaction in the OTTStreaming Market in India
The rapid growth of Over-the-Top (OTT) streaming platforms has significantly transformed the entertainment landscape in India by reshaping consumer viewing behaviour and reducing dependence on traditional media such as television and cinema. This transformation has been driven by increased smartphone penetration, affordable internet access, and technological advancements, making OTT services a preferred medium for digital content consumption. The present study adopts a descriptive and analytical research design. Primary data were collected from 192 respondents using a structured questionnaire. Statistical tools such as Chi-square test, Correlation Analysis, and ANOVA were used to examine relationships between demographic variables, usage behaviour, and user satisfaction. The findings indicate that age plays a significant role in influencing OTT platform usage, with younger users demonstrating higher engagement levels. A positive relationship exists between usage frequency and user satisfaction. Subscription cost also influences the number of OTT platforms subscribed to by users. Factors such as content quality, convenience, personalization, and multi-device accessibility significantly affect user satisfaction and engagement. However, challenges such as subscription fatigue and rising costs were also observed. The study concludes that OTT platforms have become a dominant force in modern entertainment consumption in India. Service providers must focus on affordability, content innovation, and improved user experience to remain competitive.
OTT Platforms, Consumer Behaviour, Digital Streaming, User Satisfaction, Media Consumption, India
Genuine leadership represents a management style that emphasizes leading through personal example and cultivating trust, openness, and responsibility. It is marked by self-awareness, relational honesty, balanced evaluation, and a deeply ingrained moral framework. Authentic leaders exemplify positive traits such as integrity, openness, empathy, resilience, and adaptability, while also encouraging trust-building, employee involvement, effective communication, accountability, innovation, personal development, and resilience within their teams. Obstacles include maintaining transparency, handling vulnerability, cultural awareness, and consistency. True leadership signifies the latest evolution in leadership development, concentrating on the authenticity of the leader. The notion of authenticity was explored by ancient Greek philosophers through phrases like &quot;know thyself&quot; and &quot;thy true essence.&quot; True leadership began to emerge after 2004. The principal reason scholars emphasize true leadership is its resonance with all employees across organizations. Authentic leaders are responsible for identifying the strengths of their followers and assisting them in their development and alignment with a shared goal, purpose, vision, and identity of the organization. Genuine leadership is viewed as the pinnacle stage in the advancement of leadership styles, although the characteristics of this leadership style and its impacts have yet to be thoroughly explored. In this paper, we will investigate this modern leadership style and its implications. In the contemporary business landscape, leadership is no longer defined merely by titles, power, or hierarchical frameworks. Nowadays, authentic leadership is becoming more significant as a powerful and effective management approach. Authentic leaders set the standard by reflecting their values in their actions and nurturing an environment of trust, clarity, and accountability within their organizations. Throughout this article, we will explore the idea of authentic leadership, its fundamental principles, and the importance of transparency.
authentic leadership, leadership, human resources, organizational behavior, organization
Predicting Product Placement Marketing Effects Under MediaMultitasking Behavior
This study investigates the relationship between product placement marketing effectiveness and media multitasking behavior in contemporary digital media environments. As audiences increasingly engage with multiple media platforms simultaneously, understanding how multitasking influences advertising outcomes has become an important issue for marketers and researchers. The study develops a stochastic model to examine how different product placement attributes, namely screen placement, script placement, and plot placement, interact with varying levels of media multitasking. Drawing on Russell’s theoretical framework of product placement, the research analyzes the relative influence of these three placement dimensions on consumer engagement and advertising effectiveness. Empirical data were collected from 2,478 valid respondents who viewed or listened to fashion brand content distributed through videos and podcasts between November and December 2024. The study applies maximum likelihood estimation (MLE) to estimate model parameters and uses the Media Multitasking Index (MMI) to measure multitasking intensity among participants. The findings indicate that the effectiveness of product placement varies according to the degree of multitasking behavior. Plot placement demonstrates stronger effectiveness in low multitasking situations, while screen and script placements show different levels of influence as multitasking increases. Model calibration using the Theil U Statistic confirms an acceptable goodness-of-fit between simulated and empirical data. The research contributes to advertising and media studies by integrating media multitasking behavior with product placement strategies and offers practical insights for marketing managers seeking to optimize embedded advertising under diverse audience attention conditions.
product placement marketing, media multi-tasking, screen placement, script placement, plot placement.
AIIM = Artificial Intelligence (AI) + Cohort of Individuals + Marketing
Artificial Intelligence (AI) is part of computer science that allows machines to imitate human thinking, such as learning, thinking, solving problems, and understanding the world around them. It uses models based on data, like machine learning and deep learning, to study large amounts of information and find patterns, helping machines make decisions or predictions on their own. Next, there&#39;s a group of people in the world who were born between 1997 and 2012. These people make up one of the biggest groups in many countries and are very important for businesses because they spend a lot of money and are both current and future customers. Generation Z, as this group is often called, has different features compared to older generations, especially when it comes to how easily they use technology and how they buy things. They are often seen as skeptical and knowledgeable about traditional advertising methods, so it&#39;s hard to reach them with old-style marketing. Because of this, companies are turning more towards using peer-to-peer strategies to connect with them. Each type of marketing has its own way of working according to the basic ideas of marketing theory. Traditional marketing focuses directly on what consumers need, but some people think that the changes brought by AI could lead to marketing agencies taking over the job of managing what consumers need. AI is used in many areas of digital marketing, such as creating content, sending emails, online ads (which use machine learning), social media marketing, affiliate marketing, and other digital channels. AI has several uses in marketing. In addition to helping to improve content, it can understand what customers like, track changes in their behavior quickly, and offer them personalized recommendations. It can also predict how much people might spend, help with market research, and support customers in real time when there&#39;s no live agent available. An AI and marketing combination makes a lot of sense, especially because of the large amount of data marketing teams can use to improve their work. This paper introduces a new term in marketing called AIIM, which stands for Artificial Intelligence (AI) + Cohort of Individuals + Marketing. This term aims to help both companies and customers to engage and take action.
AI Personalization, Consumer Engagement, Marketing Strategy, Data Privacy, Machine learning algorithm, Brand promotion.
Study the Impact of Influencer Marketing on Consumer Perception with reference to Fashion & Apparel Industry
In today’s world, there is a rapid growth in social media platforms which has helped to make the marketing strategies particularly in the fashion and apparel industry. Influencer marketing has been used as a powerful tool for promoting a brand and forming consumer perception. Despite growing demand of influencer marketing, limited studies have been conducted related to the combine factors like consumer perception, impulse buying behaviour and brand loyalty in the fashion and apparel industry. This study aims to analyse the effect of influencer marketing on consumer perception with reference to the fashion and apparel industry, focusing on key factors such as influencer exposure, consumer perception, purchase intention, impulse buying behaviour and brand loyalty. A questionnaire method is used for primary data collection, and the respondents are social media users who actively follow influencers. The findings of this study indicates that influencers contribute to the brand loyalty and noticeable impulsive buying behaviour. This study provides valuable insights to the marketer for designing effective influencer marketing strategies that strengthen consumer engagement.
Influencer marketing, consumer perception, fashion and apparel industry, imulse purchase buying behaviour, brand loyalty
Citizen journalism, defined as the active involvement of ordinary individuals in gathering and disseminating news, has become an influential element within the media environment of the National Capital Region (NCR). The widespread availability of smartphones, social networking platforms, and affordable internet connectivity has enabled citizens to capture events instantly and share information with broad audiences. This transformation has gradually reduced the exclusive control traditionally held by established media organizations. This study explores the growth and development of citizen journalism in NCR, examining its technological drivers, credibility concerns, and socio-political influence. Using a mixed-method research design that includes surveys, interviews, and content analysis, the research investigates the ways in which citizen-generated content interacts with mainstream journalism – whether as a supportive supplement or as a disruptive alternative. It also evaluates public participation patterns and the ethical, legal, and verification challenges associated with non-professional reporting. The findings indicate that citizen journalism significantly contributes to drawing attention to local concerns, such as civic infrastructure issues, governance gaps, and instances of social inequality, that often receive limited mainstream coverage. Nevertheless, issues related to misinformation, sensational reporting, and limited editorial oversight remain pressing challenges. The study concludes by recommending structured training programs, ethical standards, and institutional collaboration to responsibly integrate citizen journalism into NCR’s formal media framework while preserving its democratic value.
Citizen journalism, NCR, digital media, alternative media, public participation, credibility, social media, news reporting
Effectiveness of Influencer Marketing Strategies in Enhancing Customer Learning Interest
The swift digital evolution within the education sector has profoundly altered the methods by which learners identify, assess, and choose online learning options. Among the multitude of digital platforms, YouTube has surfaced as a formidable channel for educational marketing driven by influencers, providing captivating, visual, and interactive content. This research investigates the efficacy of influencer marketing strategies on YouTube in boosting learners’ enthusiasm for enrolling in online courses, particularly concentrating on the Edu Learn 2500 platform. Employing an analytical observational and cross-sectional research design, data were gathered through questionnaires, interviews, and a content analysis of YouTube engagement activities. Statistical analysis was performed using SPSS 26 to assess the correlation between exposure to YouTube marketing and interest in learning. The findings show that there is a strong and statistically significant impact of YouTube marketing on the intentions of learners to enroll. According to the regression analysis, 68.5 percent of the total variation in the interest to learn is explained by the promotional activities on YouTube, and 31.5 percent of the variance isinfluenced by other external factors. Also, the findings of the t-test also confirm the positive and significant correlation (p < 0.01), meaning that the more the educational video content is exposed to the learner, the stronger the motivation to enroll in online courses and the intention to undertake online courses These results corroborate the learning interest theory proposed by Kotler and Keller, highlighting that individuals who actively pursue information are more inclined to form robust purchase intentions. The research concludes that YouTube functions not merely as a platform for content sharing but also as a strategic marketing instrument that can influence perceptions, foster trust, and enhance learner engagement. Educational institutions can strategically utilize influencer-driven YouTube marketing to bolster brand visibility, increase learner interest, and optimize enrollment results in a progressively competitive digital education landscape.
YouTube marketing, influencer marketing, learning interest, online education, social media marketing
Consumer Choice in Health Insurance Market in India
The most important tool for financial planning has traditionally been thought to be insurance. But now that the worldwide pandemic has passed, everyone is much more conscious of the significance of health insurance. Health insurance is becoming more necessary due to the rising rate of inflation in medical expenses. Efforts to raise public knowledge of the benefits and worth of health insurance may result in a rise in sales. Of all the demographic factors, the source of awareness showed the highest association with gender. The purpose of this study was to comprehend consumer preferences regarding health insurance during COVID-19. Investigating several factors that affected customers and the health insurance sector during the pandemic was the main objective of this study. Additionally, many reasons for purchasing health insurance will be discovered by the study. As a study methodology, the investigator employed exploratory research with secondary data. Secondary data will be gathered from various books, journals, insurance company portals, and the yearly statistical report of the health insurance survey. To analyze the data, Excel, and other diagrams will be used. The researcher will also offer recommendations based on the study’s conclusions.
Consumer preference, COVID-19 pandemic, health insurance, India
The Influence of Social Media on Consumer Purchase Intentions and Behavior: An Empirical Study in India
For many organizations and sectors, social media has altered business models. Studying how social media affects consumer behaviour is a relatively new field. In today's economy, communication is a crucial tool for firms and organizations to handle the intense competition. These days, our young groups have a new alternative to the tedious task of selecting and buying products thanks to internet sites. Nearly all children use online social networking sites on a daily basis. In this study, the researcher looks at the media consumption habits of customers by identifying individuals who either disregarded or failed to notice the company's product commercials. As a result, marketers have made an effort to expand by focusing on the internet-based channels for their advertisements in order to enhance their methods of customer contact. Using online marketing like pop-ups and direct mail, the internet is currently a major factor in educating consumers about the new product. In order to determine the effects of moderating factors that can influence consumers' purchase intentions (such as attitudes, subjective norms, and perceived behaviour control) and purchasing behaviour, this paper will examine the impact of consumer purchase intention and behaviour through online shopping advertisements. As a result, a marketer's difficulties in re-developing plans depend on the tastes and preferences of their clientele. In order for consumers to be content with their company's goods and services for an extended period of time, these strategies must satisfy the needs of their target market or customers.
Consumer Attitude, Subjective Norms, Behaviour, Consumer purchase intention, online shopping behaviour, Online Marketing, Network Marketing, Social Media Marketing
Artificial Intelligence -Driven social media: Unlocking New Possibilities for Brands and Creators
This paper examines the transformative impact of artificial intelligence (AI) on social media marketing strategies and the relationship between brands and content creators. We explore how AI-driven technologies enhance personalization, predictive analytics, and content creation while reshaping brand-creator collaborations. Through analysis of industry case studies and current implementations, we identify how AI technologies are reshaping the digital marketing landscape in 2025. Our findings suggest that businesses implementing AI-driven strategies achieve on average 37% higher engagement rates and 42% improved conversion rates compared to traditional approaches, with particularly strong performance in retail and entertainment sectors. By examining a variety of recent industry case studies and practical applications across leading social media platforms like Instagram, TikTok, and YouTube, this study demonstrates the significant ways in which AI is transforming marketing campaign development, audience segmentation, and performance evaluation. The findings indicate that organizations adopting AI-based marketing techniques see an average boost of 37% in user engagement and a 42% rise in conversion rates compared to conventional approaches. These improvements are particularly notable in sectors such as retail and entertainment, where tailored experiences and visual content are especially impactful. This research ultimately offers valuable insights into the evolving role of AI in digital marketing, underlining the importance of flexible strategies and responsible implementation of AI tools for effective brand-consumer interactions.
Copyright (c) 2025 NOLEGEIN-Journal of Advertising and Brand Management
Packaging Design, Information, and Sustainability: Factors Influencing Young Consumers’ Purchase Decisions
Packaging plays a crucial role in influencing consumer buying decisions, serving as both a marketing tool and a factor that enhance brand perception. This study examines the impact of various packaging elements – such as product information, color, design, material, and innovation – on consumer preferences, particularly among college students. The findings indicate that product information (75%), packaging quality (73%), and design (51%) are significant determinants in the purchase decision-making process. Additionally, while 88% of respondents recognized packaging as an important source of information, only 41.3% were willing to pay extra for premium packaging. The study also highlights the role of packaging as a form of advertisement, influencing impulse purchases and brand loyalty. However, challenges, such as environmental concerns and cost sensitivity, must be addressed. Based on these insights, businesses are encouraged to balance aesthetic appeal, functionality, and sustainability in packaging design to enhance consumer engagement and competitiveness in the market. The study also highlights how packaging serves as a silent salesman and an advertising tool, frequently encouraging impulsive purchases and building enduring brand loyalty. However, issues including growing customer awareness of sustainability, environmental concerns, and price sensitivity force firms to use more creative and responsible packaging techniques. Based on these findings, the study advises companies to carefully balance cost-effectiveness, environmental sustainability, functional efficacy, and aesthetic appeal in packaging design to boost consumer engagement and keep a competitive edge in the market.
We are living in the online shopping world where people expect the websites to be smooth, quick and easy to use. AURA is a custom-made online shopping store created for the fashion industry that meets the needs of the customers. Its design is simple yet powerful., especially for small and medium-sized businesses. AURA store is built with HTML, CSS JavaScript, and Firebase. It shows how we can create a strong and useful website with few tools. This paper looks at how AURA was designed and built. It includes how it looks and how it works behind the scenes. It also highlights key features like product catalogues, secure login methods for users, real-time data updates, easy checkout methods, customer’s feedback forms and tools for the owners to manage products and orders. This paper also reviews how well the website performs and how well it can grow over time. It shares the ideas about the future improvements such as adding AI suggestions based on customer’s requirement and delivery tracking. More than a website- “AURA” is an example of how a simple design and new technology work can together to shape a future of online shopping. Additionally, the paper outlines potential future upgrades to the platform, such as integrating AI-powered product suggestions based on individual customer preferences, implementing delivery tracking capabilities, and introducing localization features to broaden its market appeal. Beyond being a practical e-commerce platform, AURA stands as a scalable and reliable blueprint for creating industry-focused online stores using straightforward technologies and thoughtful design. It offers a valuable reference point and inspiration for emerging developers and entrepreneurs aiming to enter the digital commerce space with accessible and creative solutions.
Encouraging Women for Inclusive Development: Consequences for Brand Strategy and Advertising
Women play a central role in driving economic growth through their participation in labor markets, entrepreneurship, human capital development, and social progress. Their involvement across diverse sectors—such as healthcare, education, agriculture, and technology—enhances productivity, fosters innovation, and contributes to economic stability. In particular, women entrepreneurs frequently establish community-oriented enterprises that promote resilience and inclusive development. This paper examines both the opportunities and challenges shaping women’s economic participation. It highlights critical obstacles, including persistent wage gaps, workplace discrimination, limited financial access, and the unequal burden of unpaid care work. At the same time, it underscores the potential of targeted interventions such as gender-responsive financial systems, supportive work-life balance policies, expanded educational opportunities—especially in STEM—and mentorship and professional networks. Drawing on case studies from the Nordic countries, Rwanda, and India, the study demonstrates how supportive institutional and policy frameworks can unlock women’s full economic potential, generating significant societal and macroeconomic gains. The paper concludes with policy recommendations aimed at strengthening women’s roles in the workforce, entrepreneurship, and leadership, thereby fostering inclusive and sustainable economic development.
Viral Branding Meets Market Complexity: The Prime Hydration Case Across Western and Indian Consumer Landscapes
The global rise of influencer-driven consumer brands has reshaped the landscape of product marketing and consumption, particularly in the functional beverage sector. This paper examines the case of Prime Hydration, a wellness beverage brand co-founded by social media influencers KSI and Logan Paul, which gained rapid popularity in Western markets through viral marketing, celebrity branding, and strategic scarcity. However, its foray into the Indian market did not yield comparable success. Despite growing digital connectivity and rising health consciousness among Indian youth, Prime struggled with market penetration due to high pricing, lack of cultural relevance, and limited regional adaptation. Through a mixed-method approach combining consumer behaviour analysis, brand comparison, and primary survey data from Indian consumers aged 16 to 35, this study investigates the misalignment between Western branding strategies and Indian market expectations. Key findings reveal that Indian consumers prioritize affordability, functional utility, and relatable local branding over global hype. The paper proposes a “glocalization” framework that emphasizes cultural resonance, influencer relatability, and adaptive pricing as critical to successful brand integration in emerging economies. By highlighting the gaps in Prime Hydration’s strategy, this study offers broader insights into the challenges and solutions for influencer-led brands entering culturally diverse and economically stratified markets like India.
Examining the Impact of Corporate Social Responsibility on Brand Equity and Consumer Loyalty
In today's socially conscious market, corporate social responsibility, or CSR, has become an essential element in building brand equity and encouraging customer loyalty. This paper investigates the multifaceted relationship between CSR initiatives and their impact on brand perception, consumer trust, and loyalty. Through a comprehensive review of existing literature and empirical evidence, the study highlights how CSR efforts, such as environmental sustainability, ethical labour practices, and community engagement, positively influence brand equity by enhancing consumer trust, emotional connection, and perceived value. Additionally, the data shows that consumers are increasingly choosing firms that exhibit genuine social responsibility when making purchases, which strengthens brand loyalty over the long run.. The research underscores the importance of authenticity in CSR efforts, emphasizing that insincere or poorly executed initiatives can result in reputational damage and diminished consumer trust. Key findings suggest that effective communication and integration of CSR strategies into core business practices are critical for maximizing their impact. Additionally, the paper explores the moderating factors, such as cultural differences, demographic variables, and competitive industry dynamics, that shape the extent to which CSR initiatives drive brand equity and loyalty.
Social Media Influencers’ Effect on Personal Lives: An Examination of Monitoring Requirements
This study explores the significant and varied effects that social media influencers have on people’s private lives, looking at the psychological, sociological, and economic aspects of their influence. As digital platforms grow more and more integrated into everyday life, influencers are becoming increasingly significant. They are influencing public attitudes, actions, and trends in a variety of fields. This study examines the dual nature of their influence, emphasizing the serious risks, such as the spreading of false information, distorted standards, and psychological distress, as well as the possible advantages, like the encouragement of healthy social activities and brand awareness. This research addresses the necessity of possible monitoring and regulatory solutions to lessen these detrimental effects by a thorough analysis of the body of available literature. The study also considers the moral ramifications of influencer marketing, including the need for openness and disclosure to safeguard customers. This study aims to contribute to the current discussion on social media influencers role in modern society by utilizing a wide range of scholarly viewpoints. It emphasizes the significance of developing a balanced strategy that protects peoples personal safety while acknowledging influencers legitimate role in the digital economy.
Effectiveness Of Brand Name on Consumer Buying Decision Making – A Case Study of Alokozay International Company In Kabul, Afghanistan
This article explores the impact of brand names on consumer decision-making, with a specific focus on Alokozay International Company in Kabul, Afghanistan. The study seeks to understand how brand perception shapes purchasing behavior and to identify the critical factors that influence consumer choices in a developing market. By conducting a thorough literature review, analyzing consumer behavior, and undertaking empirical research, the paper highlights the connection between brand recognition and customer loyalty. Given the competitive landscape of today's market, this topic holds significant relevance. Data for the study was collected from Alokozay International Company's main branch in Kabul, which employs 1,165 individuals. A random sample of 285 employees was interviewed for the research. The study employs an applied research approach, incorporating both qualitative and quantitative methods. Findings reveal that brand names have a substantial influence on purchasing decisions, offering valuable insights for marketing strategies in similar markets. This research emphasizes the role of branding in driving consumer choices and loyalty in emerging economies like Afghanistan. The case of Alokozay International Company demonstrates how strategic branding initiatives can enhance market share and foster customer loyalty.
The Change in Consumer Buying Behaviour, respective of time
Consumer preferences, the foundation of any successful marketing strategy, represent the choices and decisions individuals make regarding the products, services, and experiences they value and intend to acquire. These preferences are not static but rather a dynamic constellation of factors that evolve throughout a consumer's life journey. Understanding these ever-shifting preferences is paramount for businesses seeking to create compelling value propositions, forge strong brand connections, and ultimately drive sustainable growth.This research project aims to delve deeply into the intricate ways in which psychology influences consumer behaviour, shedding light on the underlying psychological mechanisms that drive consumer decision-making processes. By examining key psychological theories and concepts, this study seeks to provide a comprehensive understanding of how psychological factors shape consumer preferences, attitudes, and behaviours, thereby impacting market dynamics and consumer trends. Additionally, it looks at how consumer decisions are impacted by outside factors including peer pressure, societal norms, and advertising. The results of the study are intended to offer a thorough grasp of the ways in which psychological variables influence consumer trends and market dynamics
As 2025 approaches, technological advances, shifts in consumer behavior, and the global economy have caused the marketing industry to change at an alarming rate. Instead of merely adjusting to these developments, marketers that wish to stay ahead of the curve must consider them. These new developments, which range from the emergence of AI-driven hyper-personalization to the significance of security in information distribution, provide both difficulties and barriers for companies trying to establish meaningful connections with their audiences. Marketers can position themselves for achievement in an increasingly complex digital world by comprehending and assisting these challenges. The sharing of information in a secure and moral manner has gained attention due to the increased awareness of data privacy. Due to consumers' growing demands for responsibility and transparency from firms, cybersecurity and adherence to data protection laws are crucial elements of marketing campaigns. Furthermore, the rise of voice search, augmented reality, and immersive digital experiences has changed the way that companies interact with their target audience, calling for creativity in platform usage and content production. Social responsibility and sustainability have also emerged as crucial pillars in the marketing industry. Consumers of today prefer companies that share their values and show a sincere interest in the welfare of society and the environment. This change forces marketers to incorporate true, purpose-driven message into their efforts.
Gender Sensitization through Advertisements and Short Films
Gender sensitisation is a critical aspect of promoting equality and challenging stereotypes in contemporary society. By examining the portrayal of gender roles, identities, and relationships in ads and short films, and by the virtue of relevant ted talks, the research illustrates both progressive and problematic patterns in their depiction. The study analyses popular TV advertisements and depicts how they are either indifferent towards gender sensitisation or they take undue advantage of gender portrayal to increase viewership. Furthermore, the study looks at the portrayal of gender through character development and cinematography of those short films which have dared to go beyond the conventional portrayal and created a new identity of empowered women. Ultimately, this study underscores the potential of short films and ads to drive social change and foster a more inclusive and equitable society by becoming gender sensitive. The scope of the study is limited to popular Indian advertisements on television and award- winning short films. In the current sociocultural context, gender sensitization has emerged as a major concern that intersects with larger movements that support inclusivity and equality, making this research particularly pertinent. This study emphasizes how public perceptions and societal dynamics are affected by gender representation in the media, and it is the duty of media producers to generate information that promotes gender sensitivity. It promotes a more thoughtful and intentional approach to the creation of media, one that opposes objectification and stereotyping and advances the current conversation on gender equality.
Copyright (c) 2024 NOLEGEIN-Journal of Advertising and Brand Management
A STUDY ON CONSUMER PERCEPTION TOWARDS BANKING SERVICES
The banking sector, a pivotal service-oriented industry, plays a crucial role in economic development by providing essential services to its customers. This study investigates consumer perceptions towards banking services delivered by public banks in India, focusing on service quality and customer satisfaction. A survey of 87 respondents from Delhi/Delhi-NCR, predominantly aged 18-24, reveals key insights into banking service attributes and consumer expectations. The research highlights the importance of reputation, service delivery timeliness, staff behavior, and complaint resolution in shaping customer satisfaction. Findings indicate a general positive relationship between customers and banks, with recommendations for enhancing digital services, maintaining reputations, and improving complaint handling to boost satisfaction and loyalty. The study's findings reflect a generally good relationship between customers and banks, implying that the majority of consumers are content with the services offered. However, the report also identifies places for development, particularly in the field of digital services, which have grown in importance in today's technologically driven society. Public banks should improve their digital banking experience, maintain a strong and favourable reputation, and handle customer complaints more effectively in order to promote customer satisfaction and loyalty. By resolving these issues, banks can not only meet, but surpass, client expectations, resulting in a more robust and loyal customer base, and ultimately contributing to overall economic development.
The Impact of Color and Neuromarketing on Purchasing Preferences
The impact of color and neuromarketing on purchasing preferences is that the brain can associate the following colors, save these as memories in your heart. The intention is to demonstrate how color affects consumers. Whether they are concerned with the packaging and size or the product. Students between the ages of 20 and 27 were selected for this study. There were 30 participants on consumer preferences regarding color choices and 50 on the impact of color and product features on purchasing. To determine the preferred option, 24 photos of three products in three colors are displayed together with ten neuromarketing questions. The results show that color influences consumer behavior and size, color and appearance are 100% important in influencing purchasing behavior without forgetting it. In short, yellow, blue and red have a psychological impact and visual neuromarketing has an impact on purchasing decisions. There's a whole world to explore when everyone is in control of their own thoughts and emotions. The hues yellow, blue, and red were discovered to have strong psychological effects, suggesting that visual neuromarketing strategies can significantly influence consumer decision-making processes. This study emphasizes the complex relationship between colour perception and customer preferences, implying that more investigation into how colour influences people's thoughts and emotions can provide significant information for marketers and product designers
A STUDY OF BRAND AWARENESS AT RUNIK AROMATIC PVT LTD IN PUNE CITY
Renowned manufacturer and retailer RUNIK AROMATIC PVT LTD specializes in Wood Fire Steam boilers, Steam Boilers, and essential oil and geranium oil distillation units. In addition, the company provides a wide selection of organic and cold-pressed oils, making sure that every product passes stringent quality inspections at every stage of production and packaging before being sent to customers. Offering alternatives for both online and in-store purchasing at low pricing, RUNIK AROMATIC PVT LTD offers a seamless shopping experience. The purpose of this study is to investigate Pune City's consumers' perceptions of RUNIK AROMATIC PVT LTD and their degree of brand awareness. During a summer internship, the research was carried out with an emphasis on cold calling, product listing, data collection, marketing research, and sales. The brand's awareness strategy's opportunities, threats, weaknesses, and strengths were assessed using a SWOT analysis. Important conclusions show that 60% of respondents are satisfied with RUNIK AROMATIC PVT LTD's machinery and products, and 80% of respondents are aware of the company. The analysis shows that even if delivery times and brand recall could be improved, the company successfully raises brand awareness using a variety of promotional techniques. The study emphasizes how crucial consistent branding components and satisfying consumer experiences are to increasing brand recognition
The Dominant Role of Electronic Media in Today's Workplace: A Comprehensive Research Investigation
The use of electronic media as a means of promotion, its influence on consumer behavior, and associated observations on how media has evolved for the twenty-first century, how companies are changing, and the way advertising is evolving are the main topics of studies on this topic. The general population can easily and swiftly access information and ideas through the internet or digital media. The objectives of this article are to assess the worth of digital media and develop an E-media taxonomy. At the end of the essay, a method for comparing literary analyses will be applied. The study's goal is to gain a thorough knowledge of the impact of electronic media on both consumers and businesses by investigating various definitions and applications. Furthermore, the study will use a comparison analysis method to assess the findings from various literary sources, providing a comprehensive overview of present patterns and future directions in electronic media usage. The primary objectives of this article are to assess the overall value of digital media in the modern business environment and to develop a comprehensive taxonomy of E-media The paper also aims to highlight the potential challenges and opportunities associated with the integration of electronic media into business strategies, emphasizing the need for innovative approaches to leverage its full potential.
RURAL ADVERTISING'S EFFECT ON ANDHRA PRADESH STATE'S RETAIL BUSINESS DEVELOPMENT
Though it is still a relatively new field of study, rural marketing is becoming increasingly important in the majority of developing nations. The process of creating, pricing, distributing, marketing, and advertising goods and services in rural areas as well as marketing industrial and agricultural products from rural areas in metropolitan areas is referred to as rural marketing. With the advent of economic liberalization and globalization, the industrial sector—and especially the marketing sector has undergone significant transformation. Appropriate marketing methods have evolved for the promotion of goods and services in rural areas as a result of the new governmental framework and economic considerations. This study seeks to look at the impact of rural advertising on the retail business development of Andhra Pradesh state. The research examines the various strategies employed in rural advertising, including traditional and modern approaches, and their effectiveness in reaching the rural populace. It also explores the unique challenges faced by marketers in rural areas, such as limited infrastructure, lower literacy rates, and cultural diversity. Additionally, the study investigates how rural consumers respond to different advertising mediums, including print, radio, television, and digital platforms. By analysing data from various sources, including surveys and interviews with local retailers and consumers, the study aims to provide a comprehensive understanding of how rural advertising influences purchasing behaviours and retail growth in Andhra Pradesh. The findings of this research are expected to offer valuable insights for policymakers, businesses, and marketers looking to tap into the rural market and drive retail business development in the state.
Demographic Characteristics of The Purchasing Behavior of Jinhua Ham, A Local Specialty Product, Based on Online and Offline Puffery Context
In the era of network information, a wide variety of information filled with consumer eyeballs, including how to stand out from the fierce competition in the market and product homogenization of the status quo, has become an enterprise and an urgent problem. In addition, the user's willingness to buy and the behavior of the necessary conditions for the generation of users to notice the company's products, and how to make the consumer groups notice the product is problems worth thinking about. The use of exaggerated words (puffery) in marketing campaigns can be a good way to attract the attention of users, thus generating their interests and purchasing behavior. In this paper, we take the puffery campaigns of Chinese Jinhua ham as the research objective, and collect tourists in tourist attractions as samples. Therefore, we explore the demographic characteristics of people's purchasing behaviors under the online and offline puffery context, and we find that people's purchasing behaviors under the puffery context show a positive correlation with income and age, and a negative correlation with educational level, which will help food companies build new marketing system and marketing tools to play a certain reference role
Growing Use of Next-Door Faces and Transformation to The Digital Age: A Study on Arrival of New Practices In the Indian Advertising Industry
Advertising is the primary focus because of its importance at the confluence of culture and business. Advertising trends have shifted away from traditional television and print advertisements and toward innovative marketing strategies such as co-branding, content marketing, QR codes, and online advertising. In the advertising sector, TV and print are still strongholds, but new technology is creating new channels for connecting with customers. Advertising agency GroupM predicted that India's ad revenue would reach $17.3 billion in 2023, a muted 12% growth. Authority figures in marketing have the power to significantly impact consumer choices. Celebrities, professionals, or even happy consumers can vouch for a product or service, lending it more legitimacy. Since advertising plays such a significant role at the nexus of culture and business, this is the primary focus area. The traditional TV commercials and print ads have given way to innovative marketing strategies including co-branding, content marketing, QR codes, and online advertising in the advertising industry. TV and print are still dominant in the advertising industry, but new technologies are opening up new avenues for consumer interaction. Advertising firm GroupM estimated that, despite a sluggish 12% growth, India's ad revenue will reach $17.3 billion in 2023. In marketing, authority individuals have the ability to profoundly influence consumer decisions. When professionals, celebrities, or even satisfied customers endorse a business or service, it gains credibility
Advancing Business Success Through Precision Marketing: A Study on Customer Segmentation and Profitability in the Republic of Macedonia
The basic function of businesses is communication between the business and customers. From a company-wide perspective, customers can be divided into profitable and non-profit customers. Companies have a special interest in profitable customers, and all marketing activities are aimed at retaining them and turning them into loyal customers. It's never fun to manage to let go of customers who aren't good for the company. On the contrary, it may appear to violate human rights in business-consumer relations. The economic value of a business tells us that resources should be transferred from customers providing negative economic benefits to customers providing positive economic benefits. In this case, the concept of marketing needs to be studied and updated to understand that it is a means of communication between the company and the market. Precision Marketing is a concept that facilitates the integration and understanding of segmentation and positioning techniques to better serve customers, thereby increasing overall profits and profits. It is a good relationship. The main purpose of business sensitivity is to understand the customer as the core value of the business, especially now the number of businesses with customers in the market is increasing.