UG RESEARCH CONCLAVE
ISBN : 978-81-967565-5-0
Author 1
Madhvi Sharma
Amity University Noida
Author 2
Dr. Harsh Kumar
Amity university Noida
This research delves into the effectiveness of social media platforms as essential marketing tools for modern businesses. Employing a mixed-methods approach, it combines quantitative analysis and qualitative insights to explore the impact of social media marketing strategies on business outcomes. Surveys targeting consumers and businesses across various sectors, coupled with interviews with marketing experts, form the basis of this comprehensive investigation. Key findings highlight the significant influence of active social media engagement on brand recognition and consumer loyalty. Platforms like Instagram and Pinterest are particularly effective for fashion and lifestyle businesses, while LinkedIn emerges as crucial for B2B marketing. The study underscores the importance of content quality, consistency, and authenticity in driving engagement and conversion rates on social media platforms. This research enriches existing literature on social media marketing by offering nuanced insights into its effectiveness across industries and business scales. By combining quantitative data with qualitative perspectives, it advances scholarly discourse and provides actionable recommendations for businesses seeking to enhance their digital marketing strategies. Ultimately, it sheds light on the evolving role of social media in contemporary marketing practices, offering valuable guidance to academia and industry stakeholders alike.
Keywords: social media marketing, effectiveness, brand awareness, consumer engagement, qualitative analysis, quantitative analysis, digital marketing strategies.
UG RESEARCH CONCLAVE
ISBN : 978-81-967565-5-0
Author 1
Aryan Kharbanda
Amity University Noida
Author 2
Dr. Harsh Kumar
Amity university Noida
This term paper examines marketing strategies of major Indian car companies. It analyzes tactics, branding, and digital tools used to reach customers. The research aims to identify best practices and trends in the evolving Indian auto market. A survey of Indian car owners explores their preferences, buying habits, and brand choices. The data reveals a preference for hatchbacks and petrol cars. Interestingly, customers are actively involved in the buying process, visiting dealerships and taking test drives. The study also identifies challenges like infrastructure limitations and labor issues that could hinder industry growth. Market segmentation highlights different customer profiles, from budget-focused buyers to those seeking luxury vehicles. Furthermore, the research sees promise in the used car market and commercial vehicle sectors. This research is unique because it combines survey data with existing knowledge to understand consumer behavior, market trends, and industry challenges. It offers valuable insights for automakers looking to refine their marketing strategies in India. The exploration of growth opportunities and challenges adds depth and originality to this analysis of the Indian automobile market.
Keywords: Indian Automobile Market, Marketing Strategies, Consumer Behavior, Survey Data Analysis, Market Segmentation, Growth Opportunities
UG RESEARCH CONCLAVE
ISBN : 978-81-967565-5-0
Author 1
Sanskar
Amity University Noida
Author 2
Dr. Puneeta Goel
Amity University Noida
This study explores the factors influencing investment intention in the stock market, using regression techniques to analyse variables like investment attitude, self-efficacy, social norms, and financial professional recommendations. It emphasizes the importance of expert opinions in guiding investment decisions, providing insights that may not be accessible to individual investors. It reveals that registered analyst’s endorsement of professional financial advice significantly boosts investment intention, highlighting the importance of expert guidance in the financial landscape. However, influencers recommendations, although prevalent in the digital age have a limited influence. The findings offer practical insights for investors, policymakers, and financial professionals, promoting financial literacy and market integrity. Future research should explore additional variables, Expert recommendations are crucial in guiding investors through market uncertainties and complexities. They help navigate trends, identify opportunities, and manage risks. This study contributes to investor behaviour, providing a roadmap for informed decision-making and strategic interventions for financial well-being and market stability
UG RESEARCH CONCLAVE
ISBN : 978-81-967565-5-0
Author 1
Sharon S Tom
Amity University Noida
Author 2
Dr. Harpuneet Singh
Amity University Noida
A product and service portfolio is a set of goods and services provided by an enterprise to meet diverse customer needs. A comprehensive product portfolio not only helps overall revenue but also helps create a comprehensive brand experience. A strong logo can connect different product lines and strengthen the brand’s identity in each area by serving as a visual anchor. It helps customers easily identify and remember the brand, makes it easier for them to choose from a variety of products, and fosters a sense of trust. The findings reveal compelling insights into the intricate relationship between logo shape redesign, brand attitude, brand loyalty, and repurchase intentions. Significantly, the study identifies a pronounced effect of logo shape alterations on brand perception, with subsequent ramifications on consumer behavior. Notably, favorable alterations in logo shapes are found to positively influence brand attitude, consequently bolstering brand loyalty and repurchase intentions among consumers In conclusion, the psychological impact of logo design is a key factor in modern marketing as it influences consumer behavior, from attracting customers to driving purchasing decisions. Companies must consider factors such as consistency, simplicity, color psychology, and relevance to their product portfolio when designing a logo. By doing so, they can leave a lasting impression, build brand loyalty, and enhance their marketing strategy in a highly competitive market.
Keywords: Logo shapes, brand loyalty, repurchase intentions, brand attitude, redesign, consumer perception.
Advancing Business Management in a Dynamic World
ISBN: 978-81-967565-1-2
Author 1
Aayush Gandhi
Amity University Noida
Author 2
Rajeev Gupta
Amity University Noida
The study delves into the intricacies of consumer perceptions and attitudes towards cutting-edge technologies such as AI-driven personalized recommendations, augmented reality for virtual shopping experiences, contactless payment systems, and inventory management automation. By examining how different age demographics interact with and embrace these technological advancements, the research aims to uncover patterns and trends that can inform retailers' strategies in catering to diverse consumer preferences. Furthermore, the study explores the potential barriers to adoption, including concerns about data privacy, security, and the perceived ease of use of these new technologies. Ultimately, the findings from this research endeavour to provide actionable insights for retail businesses seeking to leverage emerging technologies effectively to enhance customer experiences and drive business growth in a rapidly evolving digital landscape.
Keywords: Retail Technology, Consumer Behaviour, Technological Adoption, Digital Transformation, Consumer-centric Retailing.
Advancing Business Management in a Dynamic World
ISBN: 978-81-967565-1-2
Author 1
Deepansh
Amity University Noida
Author 2
Dr. Nidhi Gupta
Amity University Noida
The current global environment is witnessing a surge in entrepreneurial ventures, playing a vital role in economic growth, innovation of new products and technologies, and employment creation. Understanding the Entrepreneurial Intentions (EI) of higher education institution students is crucial as they represent a critical demographic poised to shape the future entrepreneurial landscape. This study aims to comprehend the EI of higher education institution students and explore the factors influencing their inclination towards entrepreneurship. The rationale for examining the EI of HEIS lies in identifying the drivers of entrepreneurial
intentions. Higher education institutions serve as a foundation and catalyst for future entrepreneurs, providing them with essential resources, knowledge, and networking opportunities to pursue their entrepreneurial aspirations. Determining the factors contributing to students' inclination towards entrepreneurship will assist policymakers, educators, and stakeholders in developing new entrepreneurial ecosystem. This study's background lies in the recognition of the increasing trend of starting one's own business and the pivotal role universities play in nurturing future entrepreneurs. Identifying the motivating factors behind students' entrepreneurial ventures will create a supportive environment that encourages and empowers them to pursue entrepreneurship, ultimately benefiting society through innovation and economic growth.
Keywords: Entrepreneurial intentions, HEI students, Motivational factors, social factors, Personality traits, Perceived support, Entrepreneurial ecosystem, Key challenges.
Advancing Business Management in a Dynamic World
ISBN: 978-81-967565-1-2
Author 1
Chaitanya Pal
Amity University Noida
Author 2
Dr. Mamta Sharma
Amity University Noida
AI marketing solutions use consumer profiles and data to determine the best methods to interact with customers. With the help of these tools, people can receive personalised messages at the right time from marketers without needing to be involved. This guarantees marketing initiatives run as efficiently as possible. AI marketing functions by giving contemporary marketers the ability to develop a thorough and perceptive grasp of their target market. The complex industry of real estate involves buying, renting or selling a piece of land. It is very important for economy and a significant factor of its wellbeing. Crafting a successful real estate marketing strategy hinge on setting precise targets for your business. Part of this strategy includes examining demographic data—like age, financial status, and way of life—to gauge which segments of the population are
likely to be interested in certain properties. In recent years, AI has become more well – known as a technique for marketing in various industries. The Real Estate Industry has seen a paradigm shift in using AI for marketing. Real Estate Agents use AI for personalization, cost savings, data management, at home site visits, customer engagement etc.
Keywords: Artificial Intelligence. Marketing, Real Estate, Virtual Reality Tours, Chatbots.
Advancing Business Management in a Dynamic World
ISBN: 978-81-967565-1-2
Author 1
Anushka Agarwal
Amity University Noida
Author 2
Dr. Ruchi Khandelwal
Amity University Noida
This research investigates the evolution of thrift stores within the marketing landscape, tracing their journey from simple charity-oriented ventures to influential retail phenomena. Beginning with a comprehensive review of literature, the study examines historical context, demographic dynamics, digital marketing strategies, purchasing decisions, gender nuances, and the impact of external factors such as the COVID-19 pandemic. It highlights the multifaceted nature of thrift stores and identifies a significant knowledge gap regarding the factors influencing their long-term success. Utilising a robust research methodology, including surveys, the study delves into demographic profiles, purchase behaviours, incentives for shopping at thrift stores, perceptions, target customer base, sustainability awareness, social media influence, and recommendations for enhancing the client experience. The findings elucidate the cultural, economic, and technological drivers behind thrift stores' emergence, their response to shifting consumer behaviours, and the challenges they face in maintaining relevance and sustainability in a dynamic retail environment.
Keywords: Thrift stores, Marketing landscape, Historical context, Digital marketing strategies, purchasing decisions, Gender nuances, COVID-19 impact, Demographic profiles, Sustainability awareness, social media influence, Client experience, Retail environment.
Advancing Business Management in a Dynamic World
ISBN: 978-81-967565-1-2
Author 1
Sneha
Amity University Noida
Author 2
Dr. Pratibha Garg
Amity University Noida
The world of electronic commerce has undergone a complete transformation since the introduction of the Internet, and an era of unparalleled convenience and interconnectedness began to emerge. In today's consumer society, what used to be a niche experience of online shopping that made it easy for consumers to browse, compare, and buy goods and services has become a common feature. As the online and digital markets develop, and with special regard to variations between generations, it has now become more crucial than ever to understand the dynamic nature of online shopping experiences. This research study aims at examining the differences in online shopping experiences between generations by focusing on three different generational cohorts, namely Gen X, Gen Y and Gen Z. The first objective of this study is to examine the relationship between age and online shopping satisfaction levels. The second objective of this research is to identify the impact of age on preferred online shopping platforms. The third objective of this study is to assess the impact of technological proficiency on online shopping satisfaction. This research paper aims at providing a full understanding of cross generational differences in online shopping experiences, by combining analysis based on statistical data and qualitative perspectives. The study has valuable implications for businesses,
policymakers and researchers seeking to navigate the complexities of today's digitised market in an age of generational diversity as it gives them a better understanding of individual preferences, behaviours, and challenges that each age group will face.
Keywords: Electronic commerce, Online shopping experiences, Generational cohorts, Age and satisfaction levels, Preferred online shopping platforms, Technological proficiency, Cross-generational differences.
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