Global Journal on Recent Advancement in Business Forecasting and Marketing Intelligence [ISSN: 2581-4168 (online)]

Unveiling Millennials Perspectives: Factors Influencing Behavioral Intentions in Adopting Digital Payment Applications

Simranjeet Kaur Khaira — 2024-03-11

This study aims to delve into the intricacies surrounding millennial’s adoption of digital payment applications. By investigating the factors influencing behavioral intentions, including economic value, perceived ease of use, social influence, features, firm reputation, sales promotion, trust, rewards, and personality traits the research shed light on a dynamic interplay of these elements. Data were collected from 150 millennials from Delhi using a 5-point Likert scale, and the impact of personality traits on behavioral intention was specifically examined through multiple regression analysis. This research not only contributes to understanding the diverse determinants of digital payment adoption but also offers practical insights for businesses and policymakers navigating the evolving landscape of financial technology.

A Study on the Influence of Electronic Word of Mouth (eWOM) on Consumer Purchase Behavior- A Review on Tourism Industry

Pranita Sah — 2024-03-12

Consumers in the 21^st century are technology savvy; internet users spend most of their time for product information virtually in gaining knowledge through shared opinions and experiences posted through eWOM. These information may help alter the purchase behavior of a potential consumer. The main objective of this study is to summarize the past studies about the influence of eWOM on consumer buying behavior and also discovering the gaps in the present researches. There have been a pool of knowledge available one WOM, however few studies have been conducted on eWOM in context to consumer purchase behavior in the tourism industry. The study offers a comprehensive examination of journals, articles and research papers related to eWOM, underlining the research gap and recommending new directions for future investigation into the hotel and hospitality industry.

An Examination of the Appetites and Purchase Patterns of University Students

Richa Verma — 2024-03-12

In the present study eating habits of the university students. who lived at home and those who did not, is examined. When dining out, university students typically consumed more processed items like milk, chips, and alcohol. Since moving out, the great majority of lonely college students have changed the way they eat. Convenience sampling and a quantitative methodology were used in this study to distribute survey questionnaires to organic food consumers at five Indian colleges in 2020 and 2021. Two hundred questionnaires in all were gathered and utilised for data analysis. The results of structural equation modelling showed that while pricing policies have a negative impact on purchase behaviour, personal attitudes and consumer trust had no discernible impact on students' purchasing decisions regarding organic food. Besides, WOM was found to build up the negative connection between pricing policy and the purchase behaviour of regular food and to influence the association between health consciousness and shopping behaviour fundamentally. This study has important ramifications for academics as well as marketers and retailers of organic food.

Navigating the Digital Marketplace: Understanding Challenges in Consumer Adoption of Social Media Marketing for Electronic Gadgets in Punjab

Surbhi Goyal — 2024-03-12

This study looks into the difficulties Punjabi consumers faced when implementing social media marketing for electronic devices. Using a purposive sample approach and a quantitative research design, 400 active social media users who have bought electronics through different online retailers were surveyed for the study. The results indicate notable variations in the difficulties associated with usability, reliability of data, and safety, contingent on the distinct media kinds that consumers favour. Perceived challenges on social networking sites are higher, especially when it comes to authenticity and ease of use. The managerial implications highlight the significance of user experience, information authenticity, and security measures, and recommend customised strategies to address platform-specific challenges. The study ends with recommendations for further research that emphasise the need to investigate new social media platforms, the impact of demographic and cultural variables, and the efficacy of consumer adoption-boosting interventions in Punjab's dynamic electronic device market.

Exploring Guest Attitudes and Adoption Patterns in Contactless Service Utilization in the Hospitality Industry

Sitesh Srivastav — 2024-03-12

The advent of the COVID-19 pandemic has catalyzed a profound transformation in consumer behavior, particularly within the hospitality sector, necessitating swift adaptations to mitigate health risks while delivering seamless guest experiences (Gretzel et al., 2020). Central to this evolution is the emergence of contactless services as a pivotal response, offering an innovative solution that addresses safety concerns and enhances operational efficiency within the hospitality industry.

Role of Ethics and Spirituality Behaviour in Promoting Green Marketing for Sustainable Development in Tourism

Dr. Aman Sharma — 2024-03-12

The planning, production, and advertising of goods and services that meet consumer demands for excellence while having no detrimental effects on the environment is referred to as "green marketing." In the market, these environmentally friendly items' sustainability is crucial. It satisfies current wants without jeopardizing the potential of future generations to satisfy their own. This speaks of a long-term equilibrium between morally sound, environmentally friendly production and consumption methods. A growing component of green marketing that links consumer social and ethical behavior is the sustainable consumption paradigm. Since their consumption actions may have a negative impact on the environment, customers are accountable for the degradation of the environment. It is thought that by using environmentally friendly products, consumers will preserve the environment through their moral behavior. Marketing serves as the conduit between businesses and their clientele. This paper goal is to examine how spirituality and ethics might support green marketing for sustainable tourism industry development. To examine how spirituality and ethics affect consumers' shopping decisions. A standardized questionnaire is created in order to achieve the goals. Both primary and secondary data were used in this investigation. When gathering data, convenience sampling approaches are employed.

A Study of West Bengal Customers' Perceptions and level of Satisfactions towards Online Food Delivery

Abhishek Kar — 2024-03-12

The rise of the Internet in India has given a boost to the e-commerce industry, particularly the online food ordering services. People can now order food online and have it delivered right to their doorstep, which has made it an easy and convenient option for consumers who prefer not to visit eateries. The main objective of this study was to explore the customer perceptions of online food ordering services in developing countries like India. The study had two specific goals: first, to identify the factors that influence customers to order meals online, and second, to understand their preferences for online food ordering services. To achieve these goals, a survey was conducted to gather relevant data. The survey results revealed that consumers find it easy to locate their favorite restaurants, select their desired items from the menu, and place their orders online in just a few minutes.

Impact of Social Media Promotion on Online Buying Behaviour-A Study

Smt. B. Shirisha

Social media can help both consumers and business organizations to improve the level of awareness and provide the data relating to the products sold online in the form of ratings, reviews, photos and videos etc. These types of content can significantly influence potential consumers. Companies are focusing on improving post-purchase behavior as it leads to customer satisfaction and hence ultimately leading to positive customer experience. By recognizing the importance of social media, the study is undertaken to investigate the impact of social media promotions on consumer buying behaviour. The qualitative research method was adopted for describing, interpreting and gaining an in –depth insight into specific concepts of social media promotion and online consumer buying behaviour. Exploratory research design was be employed to collect the requisite information. The study is based on both primary and secondary data. To collect the opinions of select consumers, convenience sampling techniques was used. Online shopping sites users were selected as sample to study. For this research study, Warangal and Khammam districts online users’ opinions are collected due to these district people are educated and well aware of use of internet and they are very effective in use of social media and purchase of consumer durables. The minimum sample required size is resolute as 384 but, 406 (203 from Warangal District and 203 from Khammam district) online users have been selected for the research paper which is more than the minimum sample size required. The study observed that that majority of select online consumers affected by the promotional factors of publicity, personal selling and Word of mouth that are affecting online buying behaviour.