ADHYAYAN: A JOURNAL OF MANAGEMENT SCIENCES

To Study the Effectiveness & Perception Towards Celebrity Endorsement Across all Customer Gender Group

Sonam Sharma, Dr. Pradeep Kumar — Fri, 02 Aug 2024 00:00:00 +0000

Utilizing celebrity endorsement is a prevalent strategy in marketing. Notably, celebrities are currently featured in advertising, which has been a prevailing trend. This type of advertising has great potential since it attracts customers to the VIPs. They are overwhelmed by their mundane daily routine, hence they require guidelines and positive role models. The rationale behind employing celebrity brand ambassadors in advertising is to serve as a highly effective strategy for promoting businesses and goods. In the era of data and advertising, testimonials can capture consumers’ attention in marketing and enhance the perception of the marketed product. Their renown, glamour, grace, and charm are the reasons behind this. Hence, marketers are actively seeking renowned, influential, aesthetically pleasing, and optimistic testimonials to enhance a company’s reputation and promote its products. Celebrity brand ambassadors play a crucial part in the marketing and reputation of a company, as well as in the lives of customers. The daily routines and behavior of celebrities and the brands they endorse influence consumers’ mindsets and purchasing decisions. The objective of this study is to ascertain if celebrity endorsement is effective across all customer groups or if the perception of this marketing strategy varies based on individuals’ gender. Two consumer cohorts were surveyed regarding the impact of celebrity endorsements on their purchasing decisions and product demand. Recent findings indicate that there are still discernible disparities between male and female clients in their perception of celebrity endorsement. Each individual believes that advertising holds significance and occasionally alters their preferences based on a product’s promotional campaign. Women tend to have greater faith in celebrity brand endorsements and their influence on the promoted product compared to men, who are
more practical and hesitant about this phenomenon.

A Comparative Study on Consumer Preference towards Carbonated and Dairy Beverages in the City of Lucknow

Ayush Yadav, Dr. Suchita Vishwakarma — Fri, 02 Aug 2024 00:00:00 +0000

The food and beverage industry are one of the many fastest-growing sectors in India. Rise in Income level and urbanization has led to a changed lifestyle and there has increased the demand for carbonated beverages across all ages and socio- economic groups of India. However, there is an increasing consciousness towards health, post-Covid. As a result, it has been observed that despite the overall increase in carbonated beverage demand, the preference is shifting towards natural drinks that include fruit juices and dairy-based beverages. Thus, this paper is an attempt to find out consumer preferences for carbonated and dairy-based beverages among the youth of Lucknow. This paper also tries to determine the factors that influence the consumption of carbonated or dairy-based beverages. The sample included 141 active respondents in the age group of 15 to 29. The consumer preferences were identified by a structured questionnaire and captured in 16 factors of preferences. This research found that people are accepting the negative effect of carbohydrate beverages on health, and they are shifting their choice to dairy-based Beverages.

Exquisite Tactics for Fostering Employee Engagement in Remote Workscapes

Dr. Mukta Goyal — Fri, 02 Aug 2024 00:00:00 +0000

This paper delves into the realm of employee engagement in remote work environments, a significant facet of modern work dynamics catalyzed by technological advancements and global shifts such as the COVID-19 pandemic. The exploration encompasses the essence of employee engagement in remote settings, its challenges, and opportunities, focusing on communication tools and strategies, virtual team-building activities, and flexible work arrangements. Through a descriptive research methodology leveraging secondary sources, the paper unfolds the impact of these elements on remote employee morale, motivation, satisfaction, and commitment. Insights into effective tactics and best practices are presented, offering actionable recommendations for organizations navigating the landscape of remote workscapes.

Refined Strategies: Financial Risk Management in the Realm of International Business

Tanwangini Sahani — Fri, 02 Aug 2024 00:00:00 +0000

Financial risk management in the realm of international business holds immense significance within the global marketplace. This study delves into the diverse financial risks encountered by multinational corporations (MNCs) as they operate across various markets. These risks encompass currency exchange fluctuations, interest rate fluctuations, political and regulatory uncertainties, market volatility, and credit vulnerabilities. The study assesses the efficacy of conventional financial risk management methods in addressing these challenges and investigates how geopolitical dynamics influence risk management strategies for MNCs.
The research methodology adopts a descriptive approach utilizing secondary sources, emphasizing structured data presentation relevant to present-day conditions. The analysis covers the nature and origins of financial risks, established risk management practices, and the impact of geopolitical variables on risk management strategies. The findings highlight the critical role of proactive risk assessment, holistic risk mitigation tactics, and the ability to adapt to geopolitical shifts in ensuring sustainable financial outcomes in international business endeavors.

A study on Software Industry of India in Burgeoning of Economy

Dr. Nimesh Singh — Fri, 02 Aug 2024 00:00:00 +0000

The Indian Economy experienced its highest growth rate in the past decade during the financial year that ended in March. The industrial and service sectors played a significant role in this impressive performance, contributing roughly 7% to India’s GDP in FY2023-24. The rate of economic growth in India experienced an improvement during the 1980s. Information Technology, or IT, encompasses the electronic handling, retention, and transmission of various forms of information. Hence, Information Technology has the potential to be applied in all sectors of the economy. The actual influence of science and technology (ST) on economic growth and productivity is a subject of ongoing discussion, especially in the United States, which has been at the forefront and the most extensive adopter of ST. Undoubtedly, India’s software business is more resilient, particularly in specific domains. Although the sale of packaged software to consumer and business markets
necessitates economies of size and scope, as well as robust marketing and customer support, the project-oriented aspects of software development do not require them to the same extent. India’s software sector remains quite limited in its scope. The Indian Software Industry has experienced significant growth in recent years, primarily driven by the rapid expansion of globalisation. It has achieved this expansion by becoming a significant component of the global software labour division. This study emphasises the role of the Software Industry in fostering the growth of the Indian Economy during the past decade. The Indian software industry has significantly contributed to the growth rate of the Indian economy.

Exploring the Impact of Financial Literacy on Financial Satisfaction Among Youth: Mediating Role of Financial Behavior

Anumol MV, Malavika S. — Fri, 02 Aug 2024 00:00:00 +0000

Analyzing the financial habits of youth has become a substantial topic of interest in recent years. This research examines the association between financial literacy, behavior, and satisfaction among youth. The knowledge, skills, and attitudes essential to making choices related to financial matters form financial literacy. Financial behavior encompasses spending habits, saving practices, and debt management. Financial satisfaction represents how content a person feels about their present financial situation. The research investigates how financial literacy levels influence financial behaviors and how these behaviors, in turn, affect financial satisfaction. The study aims to identify how awareness and literacy on personal financial management can influence financial satisfaction among youth.

Strategic Failure of Paytm: A Study on Paytm’s Journey in India’s Fintech Era

Sushil K. Verma — Fri, 02 Aug 2024 00:00:00 +0000

Paytm major fintech company in India’s fintech economy began to streamline online money transfers for people and businesses. However, the firm has aggressively expanded its offerings. It will later help with loans, DTH, online banking, eCommerce, and e-recharge. This user-friendly and convenient platform has won over Indians. Later, Paytm added stockbroking, the National Pension System (NPS), Paytm First Games, Insurance, Credit and Debit Cards, and a mini app store. This expansion aimed to help Indian app developers and enterprises a lot and also shows Paytm’s dedication to provide a wide range of easy-to-use financial services. But due to its inability to maintain openness and challenge its ethical practices, the corporation has suffered. Brand value and customer trust have plummeted. Informal decision-making based on founders’ intuition or short-term aims lead to inconsistency and strategic loss. The fintech giant’s emphasis on quick expansion at the business and services of adhering to regulations resulted in significant legal and reputational issues, leading to substantial losses in both reputation and business, as well as legal obstacles.

Trust in Robo-Advisory Services: An Examination of Factors Shaping Investment Behavior

Dr. Sreejaa G Nair, Dr. Ranjith S. Chakkambath — Fri, 02 Aug 2024 00:00:00 +0000

Behavioural finance investigates how psychological factors influence financial decision-making. Trust is a critical psychological element shaping investor behaviour, especially in robo-advisory services, where human-machine interaction is dominant. This study examines the role of trust and its determinants in influencing investment decisions within robo-advisory platforms. The primary objective of this research is to study the role of trust in Robo-Advisory services and examine the factors shaping investment behavior. The primary data were collected from 202 respondents through a structured questionnaire from the investors in Kerala. Statistical analyses such as ANOVA, t-tests, and multiple regression were used to analyse the data. The study finds that respondents generally displayed a moderate level of trust in the reliability of recommendations provided by robo-advisory services. There was a relatively neutral stance on whether robo-advisory services would act in their best interest. This study is significant as it provides insights into the factors that affect trust in robo-advisory platforms. Understanding these factors can assist service providers in enhancing their contributions and guide investors in making informed decisions. The findings have practical implications for both groups, potentially fostering increased utilization and effectiveness of robo-advisory services. The study acknowledges limitations, including the potential for response bias, cross-sectional data, and the generalizability of findings to a broader population.

Covid Pandemic as a Black Swan Event and Its Impact on World Economies with Special Reference to India

Dr. Kailash Pati, Dr. Abhishek Kumar Pandey — Fri, 02 Aug 2024 00:00:00 +0000

An event that is not predicted to occur or unexpected events are called black Swans. Such incidents leave an important impression on the economic, political and social sectors. All these events are mainly included under the event of Black Swan such as both World Wars, the fall of the Soviet Union, the rise of Islamic fundamentalists, 9/11,the impact of the spread of the Internet, and the 1987 and 2008 financial crises and Russia Ukraine war so on and so forth. COVID pandemic, which came in 2020, is also included under the phenomenon of Black Swan, about which no one had ever thought. Due to this pandemic, all the economic activities of the world had come to a complete halt for some time. Lockdown was imposed all over the world; people were locked in the four walls of their homes like prisoners. All the modes of transport and fairies were fixed in their places, roads, airports, and railway stations became deserted. Educational institutions and all factories were locked. Due to this pandemic, the condition of the poor became worse and is still the same; the rate of unemployment also increased significantly in the formal and in informal sectors. The people's status declined significantly. Nations also faced economic crisis. This paper is an attempt to undertake an in- depth analysis of Covid pandemic and its worldwide socio-economic effects on different categories of people and different nations. The impact on employment conditions, small- and large-scale production activities, supply chain disruptions, international trade, health and human welfare, social security issues will also be looked into. It will also try to analyze remedial steps taken by different countries and their impact on their respective economies as whole.

Keywords: Pandemic, BlackSwan, Economic activities, Lockdown, Covid

Nurturing Spirituality, and Spiritual Intelligence: A Vital Aspect for Healthcare Professionals in the Current Scenario

Shweta Soni, Dr. Vibhuti Pareek — Fri, 02 Aug 2024 00:00:00 +0000

The subject of this paper centers on spirituality as a component of a comprehensive theory of intelligence and the study of human potential. The ability to comprehend the world and oneself via a God-centered perspective and modify one’s life appropriately is considered spiritual intelligence. All other abilities are shaped and guided by this fundamental skill. Several characteristics of spiritual intelligence, including faith, humility, gratitude, integrative ability, emotional regulation skills, morality, and the capacity for moral conduct, forgiveness, and love, are depicted in a non-inclusive manner based on the firsthand accounts of well-known spiritual writers and laypeople. Spiritual intelligence is considered developmental, developed via the accumulation of discrete experiences, and manifesting in progressively more ways in an individual’s life. Healthcare personnel often face changing work environments, highlighting their dynamic and unpredictable nature. The healthcare workforce has become more diversified in terms of nationality and age. Thanks to globalization, people are more mobile, and the world has no borders. Hospital professionals must be more dedicated and have more harmonious working relationships. The ability to use, manifest, and embody spiritual resources, ideals, and attributes in ways that improve one’s everyday functioning and overall well-being is known as spiritual intelligence. Healthcare personnel will have a more favorable work environment with the aid of spiritual intelligence. Greater patient satisfaction and increased productivity are correlated with an improved work environment.

One District One Product Business Model: A Review of Different Countries

Dr. Abhishek Chowdhary, Prof. Ram Milan — Fri, 02 Aug 2024 00:00:00 +0000

India’s economy is driven by its small and medium-sized businesses. Brave small-scale business owners in rural areas, where giant corporations are scarce, design their own lives by adding value to regionally distinctive goods. They must overcome administrative challenges in marketing, product development and quality control, capital constraints and access to credit, a lack of training in capacity growth, and restricted access to major markets. The “One Village One Product (OVOP)” idea has been extensively embraced by many nations, particularly developing ones, more than three decades after its initial debut in Japan. This is due to its capacity to stop local deterioration and decline. On January 24, 2018, the Uttar Pradesh government launched the “One District One Product (ODOP)” with the aim of promoting one product from each of its districts. Soon, it started pan-India.

Gramodaya: Understanding the Marketing Implications of India’s Evolving Rural Economic Structure

Dr. Satya P. Pandey, Dr. Afreen Fatima — Fri, 02 Aug 2024 00:00:00 +0000

The current worldwide epidemic has exacerbated geopolitical tensions on a global scale. Historically, cities have consistently been regarded as the epitome of global cultural hubs. However, over a brief period in the early 2020s, many urban centres experienced a significant decline in activity, resembling desolate ghost towns in the virtual realm. The pandemic has led to a decline in activity in major global cities due to shifts in work habits. Markets are volatile, competitive, and characterised by changing consumer demands, skilled competition, and climate change threats. Marketers must proactively anticipate and respond to these changes, as waiting and reacting are financially unviable. Envisioning and preparing for the future has become increasingly complex and vital in today’s global landscape. The rise in lifestyle choices has led to a migration towards rural areas, resulting in a convergence of urban and rural cultures. This has led to a surge in local economies and a focus on diversity within organizations. Rural Bharat is poised to capitalize on this trend, with the Indian economy expanding due to rural consumption and increased disposable income. However,
there are still opportunities for marketing innovation and the emergence of rural India as a significant investment theme. This study aims to delve deeper into areas exhibiting discernible patterns and prospects for opportunities and expansion & offers insights into strategies for enhancing the rural economy in India through collaborative efforts between industrial stakeholders and government interventions. The provided facilities offer an opportunity to enhance business, marketing, and distribution networks for the private sector in collaboration with rural entrepreneurs. Technological advancements and agricultural infrastructure improvements can significantly increase farmers’ revenue. This paper argues that rural India’s growth, income, consumption and marketing patterns are crucial for achieving an “AtmaNirbhar Bharat” in the “Amrit Kaal” era.

Factors and Determinants of Derivatives Use – An Indian Perspective

Subhajit Bhadra, Namrata Singh — Fri, 02 Aug 2024 00:00:00 +0000

Usage of derivatives have steadily and gradually increased in India by their wide adoption across corporate entities. However, there exist sharp contrast among various segments and sectors. Key factors that are enablers and deterrents of selection and application of such instruments by the business organizations have been assessed in the present paper. Essentially a handful of research publications are used as secondary resources to deal with the topic. Besides some common paper, research works across non-financial segment, IT sector and multiple sectors have been duly reviewed. It is found that usage of derivatives have some critical features in Indian context as against the developed economies. Generally the common risk factors associated with business organization force them to adopt a risk management policy framework, whereas decisions reading derivatives are linked with firms capacity, level of perception, financial performance level usually measured by key ratios, international transactions and currency rate fluctuations, market linked factors ad interest rate, volatility in earnings & cash flows are transaction costs identified to be the primary concerns. Tax burden and policy level issues and regulation are also found to be critical in specific cases. Many such factors are having varied impact across sectors and industries.

A Comprehensive Review of AI: Ethical Frameworks, Challenges, and Development

Mohd Asad Siddiqui — Fri, 02 Aug 2024 00:00:00 +0000

Artificial intelligence (AI) is a critical component of modern technological progress, providing solutions to challenges in a variety of fields. However, defining AI is difficult due to its interdisciplinary nature and changing methodologies. This paper provides a comprehensive review and analysis of artificial intelligence, including its definitions, types, branches, and ethical considerations. It addresses critical ethical issues such as algorithmic bias, accountability, data privacy, and societal consequences, emphasizing the importance of fairness, transparency, and strong legal frameworks. The paper also looks at the future of AI ethics, emphasizing the value of global collaboration and adaptive frameworks. Drawing on extensive scholarly sources, it seeks to propose actionable frameworks for ensuring that AI technologies are consistent with societal values and individual rights.