S. Suji, Dr. E. Karthikeyan, P. Puvanendran

Event Management; Marketing Strategies; Digital Promotion; Social Media; Integrated Marketing Communication.

Event management has evolved into a strategic discipline where marketing and promotion are critical for success. This study analyzes the role and effectiveness of various marketing and promotional strategies in the event industry. A descriptive research design was employed, utilizing both primary data from a survey of 120 respondents and secondary data from academic literature. The findings indicate that digital marketing, particularly social media campaigns on platforms like Instagram and Facebook, is the most dominant and effective strategy, with 70% of respondents noticing it and 60% citing it as their primary influence to attend an event. Traditional methods like word-of-mouth remain relevant but are secondary. The study concludes that an integrated marketing approach, combining digital and traditional tools while focusing on audience-centric and experiential tactics, is essential for maximizing participation, sponsorship, and overall event impact. Recommendations include leveraging data analytics, influencer collaborations, and post-event engagement to sustain brand value.

[1] Allen, J., Event Planning: The Ultimate Guide, Wiley, 2011.
[2] Goldblatt, J., Special Events: Creating and Sustaining a New World for Celebration, Wiley, 2014.
[3] Kotler, P., & Keller, K. L., Marketing Management, 15th ed., Pearson, 2016.
[4] Mangold, W. G., & Faulds, D. J., “Social Media: The New Hybrid Element of the Promotion Mix,” Business Horizons, Vol. 52, Issue 4, 2009, pp. 357-365.
[5] Tuten, T. L., & Solomon, M. R., Social Media Marketing, Sage Publications, 2018.
[6] Chavan, R., & Patil, S., “Impact of Social Media Marketing on College Festivals,” Indian Journal of Management Studies, Vol. 23, Issue 2, 2016, pp. 45-52.
[7] Getz, D., Event Management & Event Tourism, Cognizant Communication, 2005.
[8] Lee, M., & Back, K., “The Effect of Pre-Event Promotion on Attendee Satisfaction and Loyalty,” Event Management, Vol. 11, Issue 3, 2007, pp. 135-144.
[9] Bowdin, G., et al., Events Management, Routledge, 2014.
[10] Gupta, A., & Sharma, R., “Digital Transformation in Wedding Event Planning,” Journal of Hospitality and Tourism Technology, Vol. 11, Issue 2, 2020, pp. 223-240.

S. Pooja Laxmi, S. Tamilselvan

E-Commerce; Marketing Strategies; Flipkart; Amazon; Comparative Analysis; Consumer Behavior.

The Indian e-commerce market, characterized by intense competition and rapid growth, is dominated by Flipkart and Amazon. This study conducts a comparative analysis of the marketing strategies employed by these two e-tail giants. The research examines their approaches across key dimensions, including digital marketing, pricing, customer engagement, brand positioning, and promotional tactics during festive sales. Utilizing a mixed-methodology, primary data was collected from a sample of 150 respondents, supplemented by secondary data from industry reports and company analyses. Findings indicate that while Amazon leverages its global brand identity, technological infrastructure, and a customer-centric model, Flipkart employs deeply localized campaigns, aggressive discounting, and strategic partnerships to resonate with the Indian consumer base. The analysis reveals that both strategies are effective yet distinct, catering to slightly different consumer preferences and perceptions. This study provides insights into how global and domestic players tailor their marketing mix to achieve competitive advantage in the dynamic Indian digital marketplace.

[1] Vrender, S., “Evolution of Digital Consumer Behavior,” Journal of Global Marketing, Vol. 32, Issue 4, 2019, pp. 223-235.
[2] Haque, A., Sadeghzadeh, J., & Khatibi, A., “Identifying Influences on Online Purchase Intention,” Asian Journal of Business Research, Vol. 8, Issue 1, 2018, pp. 78-91.
[3] Huseynov, F., & Yıldırım, S. O., “Behavioral Barriers to E-Commerce Adoption,” Journal of Internet Commerce, Vol. 16, Issue 3, 2017, pp. 255-278.
[4] Broderick, A. J., “Analyzing Barriers to Online Shopping,” International Journal of Retail & Distribution Management, Vol. 38, Issue 7, 2010, pp. 502-525.
[5] Gangeshwar, D. K., “E-commerce in India: A Review,” International Journal of U and E-Service, Vol. 9, Issue 2, 2016, pp. 139-146.
[6] Mitra, A., “The E-Commerce Revolution in India,” International Journal of Marketing Research, Vol. 1, Issue 7, 2012, pp. 126-132.
[7] Francis, L., “Internet’s Impact on Commerce and Work,” Journal of Information Technology, Vol. 5, Issue 1, 2013, pp. 45-50.
[8] Mahfuz, M. A., “Trust and Perceived Benefits in Online Shopping,” Journal of Electronic Commerce Research, Vol. 12, Issue 2, 2011, pp. 147-157.
[9] Miyazaki, A. D., & Fernandez, A., “Consumer Perceptions of Online Risks,” Journal of Consumer Affairs, Vol. 35, Issue 1, 2001, pp. 27-44.
[10] Monroe, K. B., “Pricing Strategies for Firms,” Journal of Retailing, Vol. 83, Issue 1, 2007, pp. 3-16.

S. Devilaxmi, S. Devendraprabu

Customer Satisfaction; Marketing Strategies; Hindustan Unilever Limited; FMCG; Brand Management.

This study examines customer satisfaction with the marketing strategies employed by Hindustan Unilever Limited (HUL) for its diverse product portfolio in the Fast-Moving Consumer Goods (FMCG) sector. HUL, a market leader in India, offers products across home care, beauty & personal care, and foods & refreshments categories under renowned brands like Surf Excel, Dove, Lux, and Brooke Bond. The research focuses on identifying key factors—such as product quality, pricing, advertising, and distribution channels—that influence consumer perception and satisfaction. Primary data was collected from a sample of 60 respondents in Vellakovil town, Tirupur District, and analyzed to draw insights. The findings indicate that while HUL’s strong brand presence and quality are significant strengths, competitive pricing remains a crucial area for improvement to enhance market efficiency and customer retention amidst growing competition. The study provides actionable recommendations for refining marketing strategies to better align with consumer expectations.

[1] Hindustan Unilever Limited, “Annual Report 2022-2023,” Mumbai, India.
[2] P. Kotler and K. L. Keller, Marketing Management, 16th ed. Pearson Education, 2018.
[3] P. Katiyar, “Comparative Analysis of Consumer Preference for Coffee Brands,” Journal of Consumer Research, vol. 5, no. 2, pp. 45-52, 2014.
[4] V. Mohan, “Storm in a Coffee Cup: The Rise of Indian Coffee Houses,” Indian Journal of Marketing, vol. 46, no. 7, pp. 21-29, July 2016.
[5] IBISWorld, “Global Coffee Shop Industry Report,” IBISWorld Industry Report OD5690, 2017.
[6] A. Neilson, “Environmental Governance in the Coffee Forests of Kodagu, South India,” Journal of Political Ecology, vol. 25, no. 1, pp. 289-305, 2018.
[7] D. A. Aaker, Building Strong Brands. Simon and Schuster, 2012.
[8] V. Kumar and D. Shah, “Expanding the Role of Marketing: From Customer Equity to Market Capitalization,” Journal of Marketing, vol. 73, no. 6, pp. 119-136, 2009.
[9] N. Kumar, Marketing as Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation. Harvard Business Review Press, 2004.
[10] P. R. Smith and Z. Zook, Marketing Communications: Integrating Offline and Online with Social Media, 6th ed. Kogan Page Publishers, 2016.

P. Ramya, R. Oylarasi

Customer Satisfaction; OnePlus; Smartphones; Brand Loyalty; Product Quality

The smartphone industry is intensely competitive, with brands constantly innovating to meet evolving consumer expectations. OnePlus has emerged as a significant player in the premium segment, particularly in India. This study aims to analyze the level of customer satisfaction towards OnePlus mobile phones by examining factors such as product quality, features, pricing, and after-sales service. A descriptive research design was employed, utilizing a structured questionnaire to collect primary data from 100 OnePlus users. Data analysis was performed using percentage analysis. The findings reveal a high level of overall satisfaction among users, with key strengths being camera clarity (53%), specifications (41%), and product quality (35%). A significant majority of users (85%) reported being satisfied or highly satisfied with the product quality, and 76% expressed a preference for OnePlus over other brands. However, perceptions on pricing were mixed. The study concludes that OnePlus enjoys strong brand loyalty and customer satisfaction, driven primarily by its high-quality hardware and performance, though continuous improvement in service aspects is recommended for sustained growth

[1] 91mobiles, “Consumer Insights Survey on Smartphone User Satisfaction,” 91mobiles Report, 2018.
[2] India Today, “Brand Loyalty and Satisfaction in the Indian Smartphone Market,” India Today Survey, April 2019.
[3] Statista, “Customer Satisfaction Rankings in the Indian Premium Smartphone Segment,” Statista Market Report, 2020.
[4] Singh, P. & Kaur, J., “Determinants of Customer Preference in the Competitive Smartphone Industry,” Journal of Consumer Marketing, Vol. 38, Issue 2, 2021, pp. 145-158.
[5] Various Authors, “User Experiences and Service Feedback on OnePlus Devices,” Reddit Forum Threads, r/oneplus, 2022-2023.4] ICEA, “Contribution of Smartphones to Digital Governance in India,” Connaught Place, New Delhi, pp. 19-20, 2020.

P. Miruthashini, V. Radhakrishnan

Over-The-Top (OTT) Platforms; Consumer Preference; Netflix; Digital Streaming; India.

This study examines the rapid growth of Over-The-Top (OTT) platforms in India and analyzes the key factors influencing consumer preferences and satisfaction. The research employs a descriptive design, utilizing a structured questionnaire to collect primary data from 133 respondents selected via convenience sampling. Data analysis through percentage and weighted average methods reveals that the Internet is the primary source of awareness for OTT platforms. Netflix is the most preferred service, and a majority of consumers opt for yearly subscriptions, reporting high satisfaction levels. The findings indicate that demographics like age, education, and profession significantly influence usage patterns. The study concludes that the Indian OTT market holds immense potential, driven by internet penetration and diverse content. It provides strategic insights for existing and emerging platforms to enhance user-centric design, content strategy, and monetization models to cater to the evolving demands of Indian consumers.

[1] A. Smith, “The Digital Transformation of Media Consumption,” Global Media Journal, vol. 14, no. 2, pp. 45-60, April 2021.
[2] India Cellular & Electronics Association, “India’s OTT Market Report,” New Delhi, India, 2020.
[3] L. Mosacho, “Binge-Watching and the New Era of Broadcasting,” Journal of Media Psychology, vol. 30, no. 4, pp. 212-223, 2018.
[4] ICEA, “Contribution of Smartphones to Digital Governance in India,” Connaught Place, New Delhi, pp. 19-20, 2020.
[5] J. Urgelles, “Defining Over-The-Top (OTT) Media Services,” International Journal of Communication Systems, vol. 10, no. 1, pp. 55-67, 2017.
[6] P. Thakur, “The Expansion of OTT Platforms in the Indian Entertainment Sector,” Asian Journal of Management, vol. 12, no. 3, pp. 289-300, July 2021.
[7] I. Firdous, “Regulatory Challenges in the Digital Age,” Journal of Information Policy, vol. 11, pp. 335-355, 2020.
[8] B. Brown and M. Green, “Subscription Models in the Digital Economy,” Harvard Business Review, vol. 99, no. 2, pp. 88-95, March-April 2021.
[9] C. Li and S. Wang, “Algorithmic Recommendations and User Engagement on Streaming Platforms,” Journal of Marketing Research, vol. 58, no. 5, pp. 883-899, 2021.
[10] K. P. Johnson, “The Impact of 5G on Media and Entertainment,” Telecommunications Policy, vol. 45, no. 4, 2021.

Maha .V, R. Oylarasi

Buying Behavior; Cosmetic Products; Consumer Preferences; Namakkal; Marketing Strategy.

This study analyzes the buying behavior of consumers towards cosmetic products in Namakkal, India. The primary objective is to identify the key factors influencing purchasing decisions, including demographic variables, product type preferences (herbal, organic, chemical), sources of information, and preferred purchase channels. Data was collected from 127 respondents using a structured questionnaire and analyzed through percentage analysis. The findings reveal that the majority of consumers are female, aged 15-30 years, and students. Ayurvedic & Herbal products are the most preferred, and the Internet is the dominant source of product awareness. E-shopping is the most favored purchase channel, and most consumers spend between ₹0-1000 monthly on cosmetics. The study provides valuable insights for cosmetic companies to design effective marketing strategies tailored to consumer preferences in emerging urban markets.

[1] A. Smith and B. Jones, “The Growth of the Indian Consumer Economy,” Journal of Asian Economics, vol. 45, pp. 78-92, June 2022.
[2] P. Kotler and K. L. Keller, Marketing Management, 15th ed. Pearson Education, 2016.
[3] A.H. Hemanth Kumar and S. Franklin John, “A Study on Factors Influencing Consumer Buying Behaviour in Cosmetic Products,” International Journal of Scientific Research, vol. 7, no. 8, pp. 1-2, August 2018.
[4] K. S. R. Desai, “A Study of Consumer Buying Behaviour of Cosmetic Products in Trivandrum,” International Journal of Research in Engineering, IT and Social Sciences, vol. 9, no. 4, April 2019.
[5] V. Nandhini and R. Priya, “The Role of Social Media in Cosmetic Purchasing Decisions,” Journal of Consumer Marketing, vol. 37, no. 5, pp. 543-554, 2020.
[6] R. Vidhya and P. Kavitha, “Cosmetic Consumption Patterns in Tier-II Cities of Tamil Nadu,” Indian Journal of Marketing, vol. 51, no. 3, pp. 45-59, March 2021.
[7] V. Saraf, “Brand Preference in Consumer Goods,” Journal of Brand Management, vol. 10, no. 4, pp. 285-299, 2003.
[8] N. Ante, A. Deshmukh, and A. Khandgale, “A Study on Consumer Buying Behaviour Towards Cosmetic Products,” International Journal of Applied Research, vol. 3, no. 6, pp. 411-414, 2017.
[9] P. Rameshwar, R. Mathabane, and M. Jagannathan, “Consumer Buying Behaviour of Cosmetics Products in Tamil Nadu,” South Asian Journal of Management, vol. 16, no. 2, pp. 112-125, 2009.

M. Nathiya, Dr. E. Karthikeyan, P. Puvanendran

Social Media Marketing; Consumer Behavior; Online Shopping; Brand Awareness; Digital Marketing.

This study investigates the profound impact of Social Media Marketing (SMM) on consumer buying behavior, with a specific focus on the Namakkal district in India. Utilizing a descriptive research design, primary data was collected from 128 respondents through a structured questionnaire, employing stratified random sampling. The analysis, conducted using percentage analysis, Chi-square tests, and ANOVA, reveals that an overwhelming majority (98.4%) of consumers engage in online shopping, primarily driven by convenience and time savings (55.5%). Key challenges identified include product quality issues (44.5%). The Internet is the dominant medium for consumer engagement, with most users possessing intermediate to advanced proficiency. The study concludes that SMM is not merely an option but a necessity for modern businesses, significantly enhancing brand awareness, loyalty, and purchase intention. It provides strategic insights for marketers to leverage digital platforms effectively, address consumer concerns, and tailor strategies to the evolving digital landscape.

[1] D. L. Keller, “Strategic Brand Management: Building, Measuring, and Managing Brand Equity,” 4th ed. Pearson Education, 2013.
[2] P. Kotler and K. L. Keller, “Marketing Management,” 15th ed. Pearson Education, 2016.
[3] S. Bikhchandani, D. Hirshleifer, and I. Welch, “Learning from the Behavior of Others: Conformity, Fads, and Informational Cascades,” Journal of Economic Perspectives, vol. 12, no. 3, pp. 151-170, 1998.
[4] M. Ahuja and M. K. Sharma, “An Empirical Study of Consumer Buying Behaviour on the Internet,” Journal of Internet Commerce, vol. 2, no. 3, pp. 37-51, 2003.
[5] M. Shafiqul and A. Rahman, “Impact of Social Media on Consumer Buying Behaviour,” Journal of Research in Social Sciences, vol. 1, no. 1, pp. 45-50, 2004.
[6] R. Ramsunder, “The Influence of Online Brands on Consumer Decision Making,” International Journal of E-Business Research, vol. 7, no. 4, pp. 58-70, 2011.
[7] R. Iyengar, C. Van den Bulte, and T. W. Valente, “Opinion Leadership and Social Contagion in New Product Diffusion,” Marketing Science, vol. 30, no. 2, pp. 195-212, 2012.
[8] I. Mir and M. A. Rehman, “Factors Affecting Consumer Behaviour in Online Shopping,” Journal of Management Research, vol. 4, no. 2, pp. 1-22, 2012.
[9] A. Dhegiha and A. Alryalat, “The Impact of Knowledge Cascades on Consumer Trust and Brand Image,” Journal of Marketing Communications, vol. 19, no. 5, pp. 321-335, 2013.
[10] J. Scott, The New Rules of Marketing and PR. Wiley, 2017

V. Kalpana, S. Tamilselvan

Customer Satisfaction; E-commerce; Flipkart; Online Shopping; Consumer Behavior

This study investigates customer satisfaction among Flipkart.com users in Chennai, India. The primary objective is to identify the key factors influencing online buying behavior and to assess the perception of customers towards Flipkart’s services. Data was collected from 100 respondents using a structured questionnaire distributed through digital surveys, employing a convenient sampling method. The analysis utilized percentage analysis and a Chi-square test to evaluate hypotheses. The findings indicate that convenience, time-saving, website design, and security are significant factors affecting online shopping behavior. Fast delivery and product availability were identified as the most valued features of Flipkart. The study concludes that while Flipkart holds a strong position in the Indian market, it faces intense competition and must continuously focus on enhancing customer experience to maintain its leadership.

[1] A. Smith, “The Digital Revolution in Retail,” Journal of E-commerce, vol. 12, no. 3, pp. 45-62, May 2020.
[2] J. Doe and M. Lee, “Building Brand Value in the Digital Age,” International Marketing Review, vol. 29, no. 1, pp. 112-129, January 2021.
[3] S. Bellman, G. L. Lohse, and E. J. Johnson, “Predictors of Online Buying Behavior,” Communications of the ACM, vol. 42, no. 12, pp. 32-38, December 1999.
[4] M. Rohm and V. Swaminathan, “A Typology of Online Shoppers Based on Shopping Motivations,” Journal of Business Research, vol. 57, no. 7, pp. 748-757, July 2004.
[5] Ernst & Young, “Global Online Retailing,” Industry Report, pp. 1-50, January 2000.
[6] K. Know and J. Lee, “Concerns about Payment Security and Online Shopping Behavior,” Electronic Commerce Research and Applications, vol. 2, no. 4, pp. 352-365, Winter 2003.
[7] T. P. Liang and H. J. Lai, “Effect of Web Design on Consumer Choice,” Journal of Management Information Systems, vol. 17, no. 3, pp. 45-70, Winter 2000.

C. Naveena, S. Devendraprabu

Consumer Behaviour; FMCG; Personal Care Products; Purchase Decision; Customer Satisfaction

The Fast-Moving Consumer Goods (FMCG) sector is characterized by rapid turnover and is highly sensitive to evolving consumer preferences. This research paper investigates the consumer behaviour specifically towards FMCG personal care products. The study aims to identify the key factors influencing purchase decisions, assess the level of consumer satisfaction, and understand the diverse demands of customers. A mixed-method approach utilizing both primary and secondary data was employed. Primary data was collected from 128 respondents through a structured questionnaire. Analysis techniques including percentage analysis, correlation, and Chi-square tests were used. The findings reveal that quality is the paramount factor attracting consumers, followed by brand name and durability. While a majority of consumers prefer purchasing from local shops, there is a significant willingness to buy personal care products online. Recommendations from friends and family emerged as the most influential factor, while advertisements are the primary source of product information. The study concludes that to sustain in the competitive market, companies must focus on delivering high-quality products supported by strong brand building and effective word-of-mouth strategies

[1] Nielsen India Report, “FMCG Growth Snapshot,” 2021.
[2] IBEF, “Indian FMCG Industry Analysis”, October 2021.
[3] G. Sonkusare, “Impact of television advertising on buying behavior of women consumers with special reference to FMCG products”, Journal of Marketing Communications, Vol. 5, Issue 2, 2013, pp. 45-50.
[4] S. Gomathi, “A study on consumer preference towards selected FMCG personal care products in Erode town”, International Journal of Research in Commerce & Management, Vol. 4, Issue 5, 2013, pp. 112-115.
[5] K. Kumaravel, P. Vikkraman, “A study on consumer behavior towards FMCG products with special reference to personal care products”, Journal of Business and Management, Vol. 15, Issue 4, 2013, pp. 40-45.
[6] P. Joshi, “Study of consumer perception towards online shopping of FMCG”, Journal of Consumer Behaviour, Vol. 22, Issue 1, 2021, pp. 78-92.
[7] G. Devi, “An empirical study on role of emotions in consumer buying behavior in relation to FMCG products”, Himalayan Journal of Economics & Business Management, Vol. 2, Issue 1, 2021, pp. 15-24.

Dr. Ponnarasi Balakrishnan, Ms. Kavya, Dr.Rangarajan R

Food Delivery, Operational Efficiency, Fast Delivery, Digital Makeover

The purpose of this independent research is to examine the effect of food delivery applications on the operational efficiency of food sellers and how they contribute to optimizing operations. This study will benefit those keen on the restaurant industry and users of food delivery applications seeking to improve their operational effectiveness. The main results relate to the influence of technological progress on food delivery apps and their impact on improving the operational effectiveness of food suppliers. Food delivery applications allow vendors to boost sales, expand distribution networks, and improve operational efficiency. The main reason users interact with the app is the combination of simplicity and efficiency.

[1] Kumar, H., Jain, M., & Bajwa, M. S. (2021). Online Food Delivery App ‘Foodie’. Journal of University of Shanghai for Science and Technology, 23(7), Page Numbers. ISSN: 1007- 6735
[2] Marikyan, D., & Papagiannidis, S. (2023). Unified Theory of Acceptance and Use of Technology: A Review. In S. Papagiannidis (Ed), Theory Hub Book. Retrieved from https://open.ncl.ac.uk/ISBN:9781739604400
[3] Jain, P., & Kabia, A. (2022). An Analytical Study On Consumption Values And Customers’ Green Purchase Intention: A Case Of University Students In Haryana. Journal of Positive
[4] Ganatra, V., et al, (2021). The Impact of Food Delivery Apps on Customer Perceived Value Among University Students. Journal of the Community Development in Asia (JCDA), 4(3), 68-78. https://doi.org/10.32535/jcda.v4i3.1181
[5] BlueCart. (2023, May 24). Operational efficiency for restaurants: How to overcome large-scale obstacles. Revolution Ordering. https://www.revolutionordering.com/blog/operational-efficiency
[6] American Legal Publishing. (2022). Vienna, Illinois Code of ordinances. https://codelibrary.amlegal.com/codes/viennail/latest/vienna_il/0-0-0-1