NOLEGEIN-Journal of Consumer Behavior & Market Research
NOLEGEIN-Journal of Consumer Behavior & Market Research 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)
Artificial Intelligence in Retail Customer Engagement: A Systematic Review ofTools, Strategies, and Consumer Impact
Retail customer engagement has broadened far and wide thanks to the swift adoption of Artificial Intelligence (referred henceforth as AI) technologies; making it possible for businesses to create a lot more personalized, efficient, and interactive consumer experience. In this paper, a systematic review of recent research on AI in retail settings was conducted based on the implementation and application of AI tools in consumer-retailer interface areas, as well as their strategic integration and influence on consumer behavior. Based on the review of numerous contemporary academic peer-reviewed papers, this paper examines a range of AI technologies such as chatbots, recommendation systems etc that retailers are using for improved customer engagement. Specifically, this research investigates the ways in which these technologies complement marketing strategies like personalization, Omni channel integration, and sentiment analysis aimed at the reduction of perceived risk and increase satisfaction, loyalty, and purchase intention among customers. Although AI is expected to bring significant advantages in operational execution and consumer satisfaction, the review also underlines challenges surrounding trust adherence by consumers, privacy in data sharing and ethical considerations. The findings highlight the importance for retailers to strike a balance between technological innovation and transparency, as well as foster customer- centric values. Results of the review are summarized, including that there was not enough data to provide a comprehensive understanding of how consumers may react to long-term exposure to AI-driven engagement with brands and that more work needs to be done on studies of block chain. Key recommendations for future research are cross-cultural exploration of AI toleration and the fusion of AI with green retail routines. With nobody else being present in the industry and many of our clients wanting to optimize their customer engagement models, this study offers rich learnings for other academics and practitioners who are focused on how to use AI effectively in retail customer engagement – encouraging strategic approaches that benefit both businesses, as well as consumers themselves.
Artificial Intelligence Retail Customer Engagement Chatbots Personalization Consumer Behavior
Copyright (c) 2026 NOLEGEIN-Journal of Consumer Behavior & Market Research
Consumer Behaviour Towards Online Food Delivery Services: A Study of Rajkot City
The rapid expansion of online food delivery services (OFDS) has significantly transformed consumer purchasing behaviour in India, particularly in urban and semi-urban regions. Driven by increasing smartphone penetration, digital payment systems, and evolving lifestyle patterns, platforms such as Swiggy and Zomato have redefined food consumption practices. This research investigates consumer behavior related to online food delivery services in Rajkot city, emphasizing the factors that shape usage habits, customer satisfaction, and long-term loyalty toward these platforms. The study follows a descriptive and analytical research approach, using primary data gathered through a structured questionnaire administered to 60 participants within the age group of 18 to 60 years.. Convenience sampling was employed, and statistical tools including descriptive statistics and Analysis of Variance (ANOVA) were used to interpret the data. The study evaluates various factors such as convenience, pricing strategies, food quality, delivery efficiency, application usability, and customer reviews. The results indicate that convenience is the primary factor shaping consumer behavior, with pricing strategies and promotional discounts emerging as the next most important influences. Additionally, the ease of app navigation and the quality of the user interface contribute significantly to improving the overall user experience, especially among younger users. While overall satisfaction levels are high, challenges such as inconsistent food quality and occasional delivery delays persist. Furthermore, demographic analysis indicates that income level and age significantly influence consumer preferences, with higher-income users prioritizing service quality over price sensitivity. The study contributes to the existing literature by focusing on post-pandemic consumer behaviour in a tier-2 city context, which remains underexplored. The results provide valuable insights for online food delivery platforms and restaurant partners to enhance service quality, optimize pricing strategies, and improve customer retention mechanisms. The study concludes by offering practical suggestions for stakeholders and highlighting potential directions for future investigations, particularly in exploring the behavioral and psychological aspects that influence digital consumption patterns.
Consumer Behaviour, Online Food Delivery, Customer Satisfaction, Digital Platforms, Rajkot, E-commerce
Consumer Trust in AI-Driven Responsible Marketing
Artificial Intelligence (AI) is rapidly becoming a core element of modern marketing practice. Organisations increasingly rely on AI-based tools such as personalised recommendations, automated messaging, and targeted advertising to improve customer engagement and marketing efficiency. These technologies allow brands to communicate with consumers in ways that feel more relevant and customised. At the same time, the widespread use of AI has raised important concerns about data privacy, transparency, and ethical responsibility. Such concerns directly influence the extent to which consumers trust brands that rely on AI systems. Responsible marketing emphasises transparency, fairness, and respect for consumer interests. When AI technologies are implemented responsibly, they have the potential to strengthen trust and foster long-term customer relationships. This study explores consumer trust in AI- driven responsible marketing by examining consumer awareness of AI applications, perceptions of responsible AI practices, and resulting behavioural responses. Drawing on existing Indian research in the areas of AI marketing and ethical practices, the study proposes a conceptual framework linking awareness, responsible AI perception, consumer trust, and behavioural outcomes.
Artificial Intelligence, Responsible Marketing, Consumer Trust, Ethical AI, AI Transparency.
Impact of AI-Powered Chatbots on Customer Satisfaction in E-Commerce: A Secondary Data Analysis
Today many online shopping websites use AI chatbot to talk with customers The chatbot answer fast and work all day and night 24/7. Because of this customer support becomes easy and quick. In this study we tried to see how these chatbots change customer satisfaction. For this we used old data which was already available online. In total, 45,782 customer reviews from different e-commerce platforms were used for analysis.To understand customer feelings, we used sentiment tools like BERT and VADER. We also used LDA method to find common topics in reviews. After that, we checked customer satisfaction using simple statistics. The results show that after using chatbots, customer ratings increased by 10.2% and positive sentiment also increased by 29.2%. But chatbot performance was not same in all cases. For simple questions, results were very good (34.7% improvement). But for complex problems, improvement was very less (only 8.3%).We also noticed that when chatbots replied in a more personal way, customers felt more satisfied. Their satisfaction increased by 42% and they were more interested to buy again (28% increase). Even though chatbots are useful for basic help, they still fail when problems are difficult. So, giving option to talk with human support is still very important.
Chatbot, Customer Satisfaction, E-commerce, Sentiment Analysis, Secondary Data, Text Study
Impact of Pricing Strategies on Hotel Reservation Decision-Making: An Empirical Study in the Rajasthan Tourism Sector
Pricing in the hospitality industry is a critical factor in the determination of reservations by customers in the hospitality industry, which is very competitive. Nevertheless, even though the dynamic and promotional pricing models were widely used, there is not much empirical evidence on what dimension of pricing would have the strongest influence on accommodation booking behavior. The main issue is how various pricing perceptions e.g. fairness, corporate pricing, seasonal adjustments, and psychological framing are interconnected to form consumer decision-making. This study aimed to determine how six strategies of pricing (Dynamic Pricing, Seasonal Pricing, Discount Pricing, Corporate Pricing, Psychological Pricing, and Price Fairness) affected the reservation decision that had been undertaken before. A quantitative research design was taken, and primary data were gathered with the help of a structured questionnaire which had five-point Likert scale measurements. ANOVA and Multiple Linear Regression were applied on a sample population of 50 respondents. Part, Eta Squared was used to measure effect size, which was determined to discover the extent and magnitude of the influence of each variable. The findings indicated that any pricing strategy has a significant influence on the decision of reservation (p < 0.05). Of them, the most influential predictors were Price Fairness, Corporate Pricing and Psychological Pricing. The regression model exhibited a high explanatory power (R2= 0.72) meaning that the perception of pricing can explain about 72% of the variation in the booking decisions. The analysis has found that price-related mechanisms driven by fairness and orderliness are more effective than just dynamic changes, provide strategic information to the hotel industry, and competitive positioning.
Dynamic Pricing Strategy, Price Fairness Perception, Hotel Reservation Decision- Making, Revenue Management in Hospitality
Artificial Intelligence in Retail: Redefining Consumer Expectations and Retail Innovation
This study offers an updated and comprehensive perspective on the integration of artificial intelligence (AI) within the retail sector and its transformative impact on modern commerce. The rapid expansion of digital technologies, combined with the dominance of global technology leaders such as Amazon, Alibaba, Apple, Google, and Microsoft, has significantly elevated consumer expectations and redefined retail dynamics. AI technologies, including machine learning, predictive analytics, and automation, enable retailers to process vast volumes of data efficiently, resulting in faster, more accurate, and customer-centric decision-making. The widespread adoption of the Internet and smartphones has accelerated digital transformation, fundamentally altering how consumers communicate, explore products, and complete purchases. Modern consumers today are more knowledgeable and empowered than ever, seeking tailored experiences, smooth interactions, and immediate responses.AI-driven tools such as recommendation engines, chatbots, and smart inventory systems allow retailers to meet these expectations while optimizing operational efficiency. Furthermore, AI facilitates enhanced demand forecasting, supply chain management, and dynamic pricing strategies, enabling businesses to remain competitive in a rapidly evolving market. This paper highlights key AI-driven innovations and examines their role in reshaping retail operations and consumer engagement. It concludes that AI is not just a technological innovation but also a critical strategic requirement for retailers seeking to maintain growth and provide enhanced customer value in the digital era.
Artificial intelligence, retail innovation, consumer behavior, data analytics, e-commerce, digital transformation, customer experience
The Role of Digital Literacy in Enhancing Job Performance, Workplace Adaptability, and Career Advancement Among Employees in Higher Education Institutions
This study examines the critical role of digital literacy in enhancing job performance, workplace adaptability, and career advancement among employees working in higher education institutions (HEIs). In an era where digital technologies increasingly shape teaching, research, administration, and institutional communication, the ability of employees to effectively use and integrate digital tools has become essential for organizational effectiveness and competitiveness. Digital literacy extends beyond basic technical proficiency; it includes information management, digital communication skills, data analysis, online collaboration, cybersecurity awareness, and the critical evaluation of digital content. Employees with strong digital competencies are better equipped to streamline administrative processes, manage academic data efficiently, communicate effectively with stakeholders, and solve complex problems using digital platforms. These skills directly contribute to improved productivity, accuracy, and overall job performance. Moreover, digital literacy enhances workplace adaptability by enabling staff members to quickly adjust to new software systems, remote working environments, learning management systems, and evolving institutional policies. In addition, higher levels of digital literacy positively influence career progression by strengthening employability, fostering innovation, and supporting leadership development within HEIs. Digitally competent employees are more likely to take initiative, implement technology- driven improvements, and contribute strategically to institutional growth. This research seeks to provide empirical evidence on the relationship between digital literacy and key professional outcomes, offering practical recommendations for workforce development, training initiatives, and long-term digital capacity building in the higher education sector.
Technological Competence,Digital literacy, Job performance, Workplace adaptability, Career advancement
The Influence of Instagram Influencers on Consumer Behavior in Delhi NCR
The swift expansion of social media networks has significantly reshaped how consumers identify, assess, and interact with brands. In this evolving digital environment, Instagram influencers have become influential trendsetters and trusted voices, playing a crucial role in shaping consumer perceptions and purchase decisions within online marketplaces. This study examines the influence of Instagram-based content creators on consumer purchasing behavior, brand perception, and trust formation within the Delhi NCR region. As visual storytelling and peer- driven recommendations gain prominence, influencers increasingly shape how consumers, particularly younger audiences, interpret product value and brand credibility. The study adopts a mixed-methods design, combining quantitative data collected from a survey of 100 participants with qualitative insights obtained through detailed, in-depth interviews. The analysis focuses on the extent of influencer impact across key product categories, including fashion, beauty, technology, and lifestyle. The findings reveal that consumers aged 18–30 are especially responsive to influencer-generated content, often perceiving it as more relatable and trustworthy than traditional advertising. Attributes such as perceived authenticity, visual appeal, content consistency, and audience engagement significantly determine the effectiveness of influencer communication. Furthermore, the study highlights that long-term influencer–brand associations tend to foster stronger trust and higher purchase intent compared to one-time promotional collaborations. Influencers who maintain transparency, disclose sponsored content, and demonstrate genuine product usage are more likely to drive consumer loyalty. Based on these insights, the paper offers strategic recommendations for brands and digital marketers to design effective influencer marketing campaigns. Emphasis is placed on influencer selection, content alignment, and engagement-driven strategies to enhance consumer conversion, brand trust, and sustained customer relationships in an increasingly competitive digital environment.
mixed-method approach, impact across fashion, Instagram Influencers; Consumer Purchase Behavior; Influencer Marketing
Building a youth centric brand marketing strategies of Boat In Indian Audio market in MI Store at Tiruppur
This study investigates the impact of youth-centric marketing strategies adopted by boAt, a leading Indian audio and lifestyle brand, in engaging young consumers at the MI Store in Tiruppur, a rapidly developing tier-II city. With the expansion of digital lifestyles and increasing smartphone penetration, the research examines how boAt effectively utilizes influencer marketing, social media promotions, exclusive product launches, and experiential branding initiatives to strengthen its connection with consumers aged 15–30 years. The study is based on primary data collected from 120 respondents through stratified random sampling. Statistical tools such as percentage analysis, chi-square test, t-test, and ANOVA were applied to analyze consumer perceptions and behavioral patterns. The findings indicate that influencer collaborations, limited-edition product drops, and visually appealing digital content significantly enhance brand engagement and purchase intention among young consumers. More than half of the respondents perceive boAt’s digital platforms as user-friendly and express strong brand awareness, reflecting high market recognition in the region. Furthermore, the analysis reveals a statistically significant association between youth-oriented marketing strategies and customer loyalty. The study concludes that a strategic blend of affordability, trendy design, digital innovation, and localized offline presence plays a crucial role in sustaining competitive advantage. Such integrated marketing approaches enable boAt to build meaningful relationships with young consumers in emerging regional markets like Tiruppur.
Youth Marketing, boAt, Influencer Marketing, Brand Loyalty, Social Media, Digital Innovation, Consumer Engagement
A Study on Consumer Insights into Music Listening Habits and Preferences: A Study of Emerging Trends
The impact of music on youth has been at the heart of how young people develop their identity, express emotion, and interact socially, particularly within the diversity of cultural regions. This research investigates how the musical preferences, listening habits, and engagement behaviours of youth in regional communities are informed by cultural identity and social context. The rapid advancement of digitised music and access to streamed music from all around the world has significantly increased young people’s exposure to new types of music. In contrast, there are still many ways that regional languages and culturally significant symbols contribute to young people’s individual music preferences. This research is conducted using a quantitative survey strategy to identify key characteristics that shape the development of music preferences amongst youth 15–25 years of age, including music genre selection, frequency of music consumption, cultural influences on music preferences, use of technology to facilitate music preferences, and peer-driven behaviours related to music consumption. The results of this research will further clarify how the social environments of young people, their background culture, and their regional identity impact their music preferences and how young people incorporate music into their daily routines for purposes of emotional regulation, human connection, and expression of self. The results of this research will provide actionable insights to music producers, marketers, and creators who wish to create culturally relevant music albums that are likely to engage young audiences that represent a wide variety of cultures. By better understanding the regional music preferences and cultural expectations of young people, this research has the potential to provide more culturally relevant, authentic, and impactful music content to support a variety of contemporary youth and culture.
Cultural identity, digital listening habits, quantitative survey, regional music engagement, youth music preferences
A Study on exploring Consumer Attitudes towards Basic Clothing Pvt Ltd Clothing
This study examines the trade financing strategies practiced at AU Small Finance Bank and evaluates their effectiveness in supporting business growth, particularly among Micro, Small, and Medium Enterprises (MSMEs). Trade finance plays a crucial role in facilitating domestic and international trade by reducing payment risks, improving liquidity, and ensuring smooth transaction flows. The research is based on a 45-day internship in the Trade Finance Department, supported by analysis of financial data from FY 2021–22 to FY 2023–24. The study adopts an exploratory and descriptive research design, using primary data collected through observation and informal interviews, along with secondary data from annual reports, RBI guidelines, and regulatory frameworks. Findings reveal that Letters of Credit and Bank Guarantees constitute most trade-finance transactions, reflecting clients’ preference for secure instruments. The analysis also indicates consistent growth in trade-finance income and a strong positive correlation between trade volume and profitability. Digital transformation initiatives have significantly reduced turnaround time and enhanced operational efficiency. Furthermore, the bank’s strict compliance framework and risk-management practices help mitigate credit and operational risks. The study concludes that trade finance is a strategic revenue pillar for AU Small Finance Bank, contributing to financial inclusion, MSME empowerment, and overall economic development while strengthening the bank’s competitive position in the Indian banking sector.
AU Small Finance Bank, bank guarantees, digital banking, letters of credit, MSME financing, risk management, trade finance
Determinants of Employee Motivation and Satisfaction in Indian Postal Services
Employee motivation and job satisfaction play a crucial role in the effectiveness of public service organisations, particularly in labour-intensive sectors such as the Indian postal services. In an environment marked by rising service expectations, technological change, and operational pressures, understanding the factors that influence employees’ motivation and satisfaction is essential to sustaining service quality and organisational performance. The present study examines the key determinants of employee motivation and job satisfaction in the Indian postal services, with specific attention to demographic differences among employees. The study adopts a quantitative, cross-sectional research design. Primary data were collected from 236 postal employees representing different genders, age groups, levels of work experience, and staff positions. A structured questionnaire measured various aspects of job satisfaction, including recognition, work environment, job security, compensation, career opportunities, communication, training, and welfare provisions. An Exploratory Factor Analysis was employed to identify the underlying dimensions of job satisfaction, followed by parametric tests to examine demographic differences. The analysis revealed two dominant dimensions of job satisfaction: Extrinsic Rewards and Growth Opportunities, and Intrinsic-Psychosocial Satisfaction. Together, these factors explained 55.13 per cent of the total variance. The results indicate that both tangible benefits, such as compensation, promotion, and training, and psychosocial elements, such as recognition, team spirit, supervisor support, and work environment, significantly shape employee satisfaction. Gender-based analysis showed a significant difference in intrinsic-psychosocial satisfaction, with male employees reporting higher levels than female employees, while no significant differences were observed for extrinsic factors. Further, age, work experience, and staff position did not significantly influence job satisfaction dimensions. The study highlights the need for balanced human resource practices that address both material rewards and psychosocial well-being. Strengthening recognition systems, supportive supervision, and career development opportunities can enhance employee motivation and improve service efficiency in the Indian postal sector.
Employee motivation; Job satisfaction; Indian postal services; Factor analysis; Extrinsic rewards; Psychosocial satisfaction; Workforce demographics; Public sector performance.
Role of social media in the Madhya Pradesh Assembly Election 2023 A Study of Digital Campaigning and Voter Engagement
The Madhya Pradesh Assembly Election 2023witnessed an unprecedented integration of social media platforms in political campaigning and voter outreach. This study examines the role social media played in shaping public opinion, disseminating political narratives, and influencing voter behavior during the election. By analyzing campaign strategies of major political parties on platforms like Facebook, Twitter, Instagram, and WhatsApp, the paper highlights how digital communication complemented traditional methods to reach diverse demographics. The research draws on content analysis of social media posts, engagement metrics, and survey data from voters to evaluate the effectiveness of these platforms in mobilizing support and countering misinformation. The findings suggest that social media significantly enhanced political visibility, especially among younger and urban voters, while also posing challenges related to polarization and the spread of fake news. This paper contributes to understanding the evolving dynamics of electoral politics in India in the digital age and offers insights into how social media is reshaping democratic participation. Nevertheless, the study highlights critical concerns regarding the spread of misinformation, the formation of echo chambers, and increasing digital polarization—all of which have the potential to undermine democratic integrity. It underscores the urgent need to promote digital literacy, implement ethical frameworks, and hold platforms accountable to ensure that social media remains a channel for inclusive, transparent, and well-informed political engagement. This research adds valuable insight to the growing conversation on the digital transformation of electoral politics in India and sheds light on the changing dynamics of voter-candidate interaction in the modern democratic era.
Copyright (c) 2025 NOLEGEIN-Journal of Consumer Behavior & Market Research
A Study on the Strategic Role of Online Ratings and Reviews in E-Commerce
Consumer trust is a fundamental determinant of purchasing behavior in the digital marketplace. This study investigates the strategic role of online ratings and reviews in fostering trust among e-commerce consumers. By examining key factors such as review authenticity, sentiment trends, and platform credibility, the research explores how online feedback influences trust formation and purchase intent. Using a mixed-method approach, including surveys, other researcher opinion results highlight that transparent review processes, well-structured rating systems, and platform-driven trust signals (e.g., verified badges, reviewer history) increase consumer confidence. Findings indicate that consumer confidence is greatly increased by platform-driven trust information, reliable user-generated reviews, and well-structured rating systems. The emotional tone of reviews, as revealed through sentiment analysis, also plays a role. Reviews that communicate specific experiences and balanced opinions are seen as more trustworthy, leading to higher purchase intent. Platforms with consistent moderation, visible review policies, and ethical algorithms were perceived as more credible. In conclusion, the study contributes to the growing body of research on digital trust-building and offers practical recommendations for e-commerce businesses. By enhancing review authenticity, improving transparency, and maintaining consistent rating structures, businesses can foster greater trust, boost consumer engagement, and drive conversion rates in an increasingly competitive online environment.
Strategic Adaptation Through Digital Transformation in The Banking Sector
This research aims to comprehend how the banking industry has changed from a traditional banking environment to a digital one. As with many other businesses, digitalization is causing a major upheaval in the banking sector. Digital banking, blockchain, mobile banking, and artificial intelligence (AI) are examples of cutting-edge technologies that have changed the way financial services are provided. In addition to changing the way services were provided, the advent of digital channels like online and mobile banking also changed how clients interacted with their financial institutions. Financial institutions are forced to make strategic adjustments as client expectations continue to shift toward digital-first experiences and technology advancements continue to upend established business models. This study looks at the tactics used by banks to deal with digital transformation, emphasizing how these changes have affected customer relations, banking services, and operational effectiveness. The paper also emphasizes how difficult it is for banks to put digital transformation into practice and how organizational culture and leadership play a part in bringing about change.
Impact of Subscription Models on Consumer Spending
Subscription-based business models have significantly influenced consumer spending behaviors in recent times, offering convenience, premium services, and exclusive benefits while influencing financial decision-making. This study helps to explore the impact of subscription services across various industries including entertainment/media, Software services, fitness, and food delivery. It examines the consumer spending behavior, perceived value for money, and long-term commitment toward the services. The research highlights how subscriptions encourage recurring expenditures, lack of awareness among consumers about financial drain, and contribute to mindless spending, leading to potential financial budgeting challenges. Consumer spending behavior analysis identifies key factors responsible for consumer spending on different subscriptions. Furthermore, the study considers the broader economic implications, including retaining consumer policies, pricing policies, and long-term commitment. Various factors, like consumer psychology and financial budgeting, willingness to pay for this research gives insights into the advantages and limitations of subscription models. This research contributes to the growing discourse on financial literacy in the digital economy and offers practical implications for consumers, policymakers, and businesses. Recommendations include improved transparency in subscription terms, development of digital tools for tracking recurring expenses, and the promotion of active consumer engagement with personal finance. Overall, the study concludes that while subscription models are reshaping value delivery, they necessitate a more deliberate and informed consumer approach to avoid hidden financial burdens.
Analyzing How Social Media Advertising Affects Consumer Decision-Making Processes
This study looks into how advertising on social media affects consumers' decision-making. In order to better engage customers, businesses have been changing their advertising methods in response to the rise of social media platforms like Facebook, Instagram, and Twitter. The goal of the study is to investigate the psychological processes that underlie how social media ads affect consumers' awareness, deliberation, preference, and, finally, choice to buy. This study investigates variables such content quality, influencer endorsements, interactive features, and targeted marketing using qualitative method. According to the research, social media advertisements have a big impact on consumer behaviour, especially in younger age groups, by fostering emotional connection and tailored experiences. Using a qualitative research approach, this study examines key factors such as content quality and relevance, influencer endorsements, interactive elements like polls and stories, and the accuracy of targeted advertisements. The results indicate that social media advertising plays a significant role in shaping consumer behavior, especially among younger audiences. It achieves this by offering emotionally engaging and highly customized experiences. These personalized interactions tend to strengthen brand loyalty, build consumer trust, and enhance the chances of making a purchase, highlighting the growing influence of digital marketing in today’s consumer environment.
Copyright (c) 2024 NOLEGEIN-Journal of Consumer Behavior & Market Research
Building Brands that Last: A Review of Consumer Loyalty, Brand Equity, and Emerging Strategies
Brand equity and consumer loyalty are the most significant aspects of modern branding which have a huge influence on how consumers perceive, interact, and remain loyal to brands within the competitive environment. The purpose of this paper is to dive deep into the mechanisms through which marketing strategies and psychology drive brand loyalty and equity and show that is largely due to the emotional, cognitive, and behavioural factors. The article takes relevant studies and practical brand examples as a point of departure and describes brand attachment in terms of emotional branding, brand identity, and consumer self-concept. Furthermore, it provides a new perspective by giving an example of how the recent advances in technology, such as artificial intelligence, augmented reality or social media are changing the rules of the game in terms of brand strategies and customer relations. The study also makes it clear that brand loyalty and customer loyalty are to be distinguished from each other and they have their unique drivers and implications for long-term brand success. In an era where customer expectations are all about personalization, sustainability, and authenticity, this review not only offers an in-depth understanding of the relationship between branding, loyalty, and brand equity but is also a guideline to those who are looking to adapt to the new market conditions.
Understanding Consumer Behavior in Purchasing Branded Footwear: A Review Study
Consumer buying behaviour towards branded footwear is influenced by various factors, including brand image, quality perception, marketing strategies, and digital engagement. This review examines the key drivers shaping consumer preferences, such as trust, brand loyalty, price sensitivity, and the role of social media in purchase decisions. The emergence of e-commerce and advancements in digital marketing have significantly transformed the way consumers engage with footwear brands, resulting in noticeable changes in their shopping behaviours. This review emphasizes the role of a strong brand image in building consumer trust, encouraging brand loyalty, and driving word-of-mouth recommendations. It also investigates how pricing strategies and promotional efforts influence purchasing decisions. Gaining a deeper understanding of these elements is essential for footwear companies to enhance their marketing strategies and stay competitive in the market. By examining current consumer behaviour patterns, the study offers valuable insights into how effective branding and digital marketing initiatives can shape the future growth and direction of the branded footwear industry. The rapid expansion of e-commerce and advancements in digital marketing have significantly altered the way consumers engage with footwear brands, leading to noticeable shifts in purchasing patterns and decision-making behaviours. Establishing a strong and consistent brand image plays a crucial role in building consumer trust, fostering lasting loyalty, and encouraging positive word-of-mouth promotion. This study also explores the influence of various marketing tactics, such as promotional campaigns, influencer endorsements, and strategic pricing, particularly among digitally savvy and younger audiences. Additionally, it underscores the need for brands to stay attuned to changing consumer expectations and effectively utilize social media platforms for impactful brand communication. These findings are vital for footwear companies seeking to enhance their marketing strategies and sustain their competitive advantage in an ever-evolving market landscape.
Examining How Digital Marketing and Social Media Affect Consumer Behavior: A Haldwani City-Specific Study
With an emphasis on Haldwani City specifically, this study investigates how social media and digital marketing affect customer behavior. With the rise of digital platforms such as Instagram, Facebook, and Twitter, businesses increasingly rely on targeted marketing strategies to influence purchasing decisions. The research explores how factors like online reviews, influencer endorsements, and personalized advertisements shape consumer trust and brand loyalty. A structured survey-based methodology is used to analyze consumer engagement with digital marketing and its role in shaping purchase preferences. The findings provide insights into how businesses can optimize their digital strategies to enhance consumer engagement and drive sales growth. This research also bridges the existing gap by offering a localized perspective on digital consumer behavior in an emerging commercial hub like Haldwani city. The study examines crucial indicators such as the duration of social media usage, consumer responsiveness to targeted marketing content, trust in social media influencers, and the perceived genuineness of digital brand communications. By analysing consumer behavior across various age groups, income levels, and educational backgrounds, the research uncovers distinct trends reflective of Haldwani's unique socio-economic and cultural landscape. The results provide practical guidance for local enterprises, startups, and marketing professionals seeking to refine their digital strategies in alignment with consumer preferences in Haldwani. Additionally, the study addresses a significant gap in current research by offering a localized view of digital consumer behaviour, thereby enriching the marketing literature relevant to Tier-2 and Tier-3 cities in India. It highlights the effectiveness of personalized digital engagement in not only driving sales but also in fostering deeper and more enduring customer relationships in a city on the cusp of economic expansion.
A Study of the Advancement of Digital Marketing in Indian Context
As the Indian economy is expanding at an unmatched pace, digital marketing is getting essential in the modern Indian market. In order to have a competitive edge over the market most of the organisations are utilising digital marketing. The most important component of digital marketing is the Internet. The Internet is a very effective and widely used tool for a variety of organizational and personal problems. The development, current state, and prospects of digital marketing in India are all covered in this paper. It also throws light upon the various tools of digital marketing being utilised by the entrepreneurs to promote their product/services digitally to their potential as well as existing customers. The study also covers the latest trends and statistics related to the growth of digital marketing in the Indian market. The study also aims to point out the various challenges being faced while utilisation of digital marketing in Indian markets. The report illustrates the notable expansion and impact of digital marketing in the Indian industry through an examination of current trends and statistical data. It looks at how the rise of e-Commerce platforms, cheaper cell phones, and more internet penetration have all influenced the wide spread use of digital marketing in both urban and rural locations. Additionally, this study highlights the difficulties that Indian firms encounter while putting digital marketing strategies into practice. These difficulties include things like poor digital literacy in some areas, linguistic hurdles, worries about data protection, and they have to continuously adjust to changing consumer habits and technological advancements.
Factors That Impact Online Buying Behavior Among Higher Education Institution Students: A Case Study of College Students in Chennai in Tamil Nadu
Online shopping is linked to the buyer ‘s personality. However, it was not established whether online shopping is safe or not. It was also not established whether people shop online because of influencers. Price, accessibility, usability, the influence of social media, and customer confidence are all crucial factors that are closely analysed to see how they affect the dynamics of evolving online purchasing. This study attempt made to assess the Factors that impact online buying behavior among college students: A case study of college students in Chennai in Tamil Nadu. According to the regression analysis psychological factors had a significant association with online buying behavior. Psychological considerations explain 6.9% of college students' internet purchasing behaviour. A one-unit increase in psychological factors improves online buying behavior by 0.14 units. In addition, when shopping online the buyer might not receive the product ordered online as ordered. It was however not conclusive whether online purchasing process takes too long (has to many steps). According to the regression analysis perceived risk of online shopping had a significant relationship with online behavior. Perceived risk of online shopping accounted for 9.7% of online shopping behavior. One-unit increase in perceived risks of online shopping causes a decline in online buying behavior by 0.219 units. The purpose of the research is to give a thorough understanding of factors that impact students buying behaviour in the e-commerce revolution.
Driving Consumer Choices: The Influence of Advertising Campaigns on Automobile Purchases in Uttarakhand
This study examines how consumer buying decisions in Uttarakhand, India’s automotive industry is influenced by advertising campaigns. The goal of the study is to pinpoint the essential components of advertising campaigns that affect the choices and preferences of consumers. A structured questionnaire was given to 132 respondents utilizing a quantitative method, with an emphasis on topics, such as celebrity endorsements, emotional appeals, and the efficacy of digital advertising. The results show that customer preferences are greatly influenced by advertising efforts, and that brand awareness and preferences are mostly shaped by digital platforms. Engaging, and emotional ads leave a lasting effect and promote favourable brand attitudes. Furthermore, the study shows that consumer variables, like gender, money, and education, have a big impact on how people see car ads. Notably, the efficiency of different advertising methods was found to be influenced by gender disparities. The study emphasizes the significance of customized advertising that appeals to local sensitivities, like highlighting eco-friendliness and fuel efficiency. The findings provide marketers with important information to improve consumer interaction and advertising tactics in the Uttarakhand car market, which will eventually increase sales and brand loyalty.
Review Article on Customers’ Satisfaction Towards Sports Wears
This review synthesizes existing literature on customer satisfaction within the sportswear industry, exploring various factors influencing consumers’ perceptions and behaviours. Drawing upon a comprehensive analysis of scholarly articles, journals, and industry reports, the review examines key determinants such as product quality, brand image, price perception, and service quality. The findings highlight the significance of understanding consumer preferences and behaviour dynamics in designing effective marketing strategies and enhancing overall customer satisfaction within the sportswear sector. This review contributes to both academia and industry by providing insights into the evolving landscape of customer satisfaction in the context of sportswear. Businesses that can effectively handle these elements stand to improve brand reputation, customer loyalty, and customer happiness. Apart from giving significant insights for scholars, this research is also highly relevant to industry professionals, presenting recommendations for sportswear companies looking to satisfy their clients' changing needs. Finally, by providing useful suggestions for both research and business practices, this analysis significantly adds to the body of knowledge on consumer satisfaction in the sportswear industry. Since consumers frequently balance affordability and quality, price perception is another important element influencing purchase decisions. Value-for-money products and competitive pricing tactics increase customer satisfaction. Additionally, client loyalty and repeat business are strongly impacted by service quality, which includes smooth online and offline purchasing experiences, customer assistance, and after-sales services.
Exploring the Transformative Impact of Artificial Intelligence on Customer Segmentation and Precision Targeted Advertising Strategies
The application of Artificial Intelligence (AI) in customer segmentation and targeted advertising has transformed modern marketing by enabling deeper insights and more personalized engagement with consumers. AI technologies, including machine learning, deep learning, and predictive analytics, allow businesses to analyze vast amounts of data and identify specific customer segments with remarkable accuracy. Unlike traditional methods that rely on broad demographic criteria, AI-driven segmentation incorporates behavioral, psychographic, and contextual data, creating nuanced customer profiles that enable highly relevant targeting. AI further enhances targeted advertising through real-time personalization, dynamically adapting ads to suit each consumer’s unique preferences and journey. By providing material that appeals to the individual, this strategy raises engagement rates and conversion rates. But there are drawbacks to using AI in marketing as well, like potential algorithmic biases and ethical issues with data privacy. AI system implementation calls for a large infrastructure and skill investment. Notwithstanding these challenges, the strategic benefits—better customer satisfaction, more efficient use of resources, and more ROI—underscore AI’s vital role in modern marketing. As AI technology continues to evolve, it promises even more precise and adaptable solutions for reaching customers effectively, setting new standards for customer-centric, data-driven marketing in a competitive landscape. This study explores these dimensions, highlighting both the potential and the complexities of AI’s role in shaping the future of customer segmentation and targeted advertising.
A Study on E-Commerce Business Market Capitalization and Its Impact on Traditional Retail Sector: An Indian Perspective
India has seen a notable increase in e-commerce activity since 2014.The market capitalization of the e-commerce industry reflects its overall valuation and significance. Indians' shopping habits have changed since the emergence of e-commerce, particularly in light of the internet's and online infrastructure's rapid expansion. By 2024, the Indian e-commerce sector is projected to be valued at approximately 123 billion US dollars. This amount is anticipated to increase to an incredible $300 billion USD by 2030. Despite gradual increase after year 2014 there were some years during which the e-commerce faced sudden decline and sudden burst in its market capitalization. This paper studied and analysed those reasons which contributed to such factors. There was a sharp decline in market capitalization in e-commerce business as low as -44 percent and a sudden burst as high as 123 percent. This sudden fluctuation shows variation in consumer behaviour like convenience, price sensitivity, variety and choice, mobile revolution, trust and reviews, social influence, payment innovations, etc. Despite several fluctuation faced by the e-commerce industry its influence on the traditional retail sector can’t be overlooked. The present paper has made an earnest attempt to investigate the variations in market capitalization and e-commerce impact on traditional retail sector.
Consumer preferences for different brands of coconut oil in Pune
The study investigates consumer preferences towards different brands of coconut oil in Pune city. Objectives include identifying influential factors like price, quality, brand reputation, and packaging prioritized by consumers. Through surveys and interviews, qualitative data are gathered to uncover consumer decision- making processes. Quantitative analysis further clarifies the relative relevance of these aspects. Central to the investigation is understanding how price sensitivity, quality perception, brand loyalty, and packaging aesthetics shape consumer choices. Additionally, the study evaluates the impact of marketing stimuli on consumer perceptions and preferences. Findings offer valuable insights for coconut oil manufacturers to tailor marketing strategies effectively. Understanding consumer preferences can help organizations improve brand appeal and achieve a competitive advantage in the urban market. Ultimately, this research contributes to understanding consumer behavior and marketing strategies in urban consumption patterns. For market participants looking to maximize their marketing tactics, it is an invaluable tool. Furthermore, the study investigates how demographic factors such as age, gender, and income level influence consumer preferences. By combining these demographic facts, the study provides a more nuanced understanding of the various customer segments in Pune's urban market. The data highlight significant patterns and trends that coconut oil manufacturers can use to better adapt their marketing campaigns. Understanding consumer preferences in this context allows businesses to improve brand appeal, optimize product offers, and gain a competitive advantage in the market. The study's findings are especially useful for market participants looking to fine-tune their marketing strategies and better line with customer expectations.
A Study of Consumer Buying Behaviour and Satisfaction Towards Health Insurance Services
The landscape of health insurance in India is undergoing rapid transformation, fuelled by deregulation, decreased bureaucracy, and increased private financing. In this dynamic environment, understanding customer perceptions and preferences is essential. This study investigates these aspects along with customers' understanding of the market and purchasing decisions. Employing a non-probability convenience sampling method and utilizing a well-structured questionnaire, insights are gathered through extensive literature review. Statistical analysis using SPSS software, including regression analysis, provides robust findings. Key findings indicate a preference for comprehensive health insurance plans covering prescription drugs, routine check-ups, and emergency care. Health insurance is perceived as providing access to various healthcare services, enhancing overall well-being. Convenience, awareness, and preferences among customers drive satisfaction levels and influence product innovation. Policymakers have the opportunity to utilize these insights to formulate regulations promoting market transparency, consumer education, and affordability. By fostering innovation and protecting consumer interests, policymakers can stimulate industry growth and improve access to healthcare services. Tailoring offerings to customer needs and preferences is crucial for health insurance providers to ensure sustainability. These insights can shape regulations, enhance market transparency, and foster a healthier population and a more robust healthcare ecosystem.
Impact of E-CRM on Customer’s Awareness Towards Banking Products and Services
E-CRM techniques are being used by the banks and they have started offering products and services in a new way to the customers so that they remain connected with the bank and could access banking products and services through the online mode to the customers. This paper focused on evaluation of the customer awareness level among the customers towards banking products and services provided by different banks and later the impact of E-CRM practices adopted by the banks is evaluated on the awareness level among customers through the application of Regression. E-CRM for the banks like enhancement in customer relationship and interaction and even personalization of options and each of them would be helpful in providing a competitive advantage to the banks. The evaluation is conducted using regression analysis to determine the significance of E-CRM practices on customer awareness. The study highlights the benefits of E-CRM for banks, such as enhanced customer relationship management, improved customer interaction, and personalized options, all of which contribute to a competitive advantage. By leveraging E-CRM, banks can effectively address customer needs and preferences, leading to higher customer satisfaction and loyalty. This paper provides insights into the strategic implementation of E-CRM in the banking sector and its potential to transform customer engagement and awareness
ANALYZING REAL ESTATE CONSUMER BEHAVIOR AND PREFERENCES IN THE DIGITAL ERA: A STUDY OF ONLINE MARKETING IMPACT ON PROPERTY PURCHASE DECISIONS IN BENGALURU SMART CITY
Our study aims to investigate the impact of online marketing on real estate consumer behavior within Bengaluru's Smart City. The primary objectives include assessing the influence of online marketing strategies, understanding buyer preferences for digital tools, and exploring the significance of innovative marketing technologies in shaping consumer behavior and decision-making in the real estate sector. The research employs a mixed-methods approach combining quantitative and qualitative methodologies. The quantitative phase involves a structured questionnaire administered to 200 participants. Concurrently, qualitative insights are gathered through interviews with industry professionals and consumers. The study utilizes statistical analysis and thematic coding to analyze quantitative survey data and qualitative interview findings, respectively. The research findings reveal insights on online marketing's impact on real estate consumer behavior. Around 60% deemed online marketing highly influential in property purchases. Notably, 45% valued user-friendly websites, 55% were influenced by visual content and tours, and 60% favored property-related email campaigns. Younger demographics preferred social media, while older groups valued detailed websites. Over 70% acknowledged targeted advertising, with 60% showing interest in smart home features and AR/VR technology. The study underscores the pivotal role of effective online marketing strategies in influencing real estate buyer decisions in Bengaluru's Smart City. The findings emphasize the need for real estate marketers to adapt their strategies to meet evolving consumer expectations and leverage innovative technologies to enhance buyer engagement and decision-making processes