4. Teachers’ & Students’ Publications

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A Study on B2B and B2C Marketing Communication Processes
(International Journal of Novel Research and Development, 2022-11-11) Agarwal, Varsha
For a long time, marketing communication has been known as an important activity provided by organizations in order to inform, attract, and persuade consumers. However, recent shift of orientation from transactional to relational approach has also changed communicational objectives from ‘inform, persuade and remind’ to ‘inform, listen and respond’. Only the measures and ways of information flows, also the specifics of information are getting different. Marketing communication is used to provide selected information to customers. Achieving to provide consumers with purposeful information, marketing communication strategies or integrated marketing communication (IMC)(Porcu et al., 2019) are implemented, integrated marketing communications has become one the most influential marketing management frameworks over the last two decades: ‘it is now the overarching theme of every marketing communications text, it is the title for chapters in marketing management texts, and it is the often repeated theme of professional books and articles presented at practitioner and academic conferences. In B2B sector, companies are more focusing on the logic of the product and its features. It shows that marketing communication strategies in B2B and B2C sectors have to be based on different presumptions. However, customer orientation is common for both processes. The problem solved in this paper is Accordingly the object of the research is the differences in marketing communication process in business-to-consumer and business-to-business markets and the aim is to determine the differences of marketing communication processes in business-to-consumer and business-to-business markets and this research a secondary data was used. Data collection was based on a content analysis. The results of the research showed that there are differences between marketing communication process in business-to-consumer and business-to-business markets. The main differences are: communication channels, target audience, communication objectives, communication strategies, communication mix. Therefore, the study found that marketing communication process in business-to-consumer and business-to-business markets should be based on different presumptions.
A Study on Corporate Social Responsibility as a Marketing Strategy
(IJARIIT, 2022) Agarwal, Varsha
This research paper provides a detailed review of corporate social responsibility being used as a marketing strategy. We take a look at all those impacted by CSRs, especially customers and employees. Customers tend to be more loyal towards companies which are socially responsible and an organisation performs better and improves their brand image along with goodwill. There has also been a significant increase in the spending of companies for CSR in the last few years. This comes as it positively impacts a company by being a marketing tool. Successful CSR activities affect consumer retention as it strengthens customer relationships and trust.
A Study on negative impact of advertisement on children
(IJARIIT, 2022) Agarwal, Varsha
The purpose of this research is to make a review of the impact of television advertisements on children to understand the potential effect of TV advertising and specific pessimistic view of that exposure to young audiences. The study was conducted by using secondary data. Advertisement is a form of communication. It is about different products, services or ideas to its audiences. This paper deals with the analysis of negative impacts of advertisements on children which are telecasted on the television. In the present scenario TVs play an important role in our daily lives. The impact of advertisements on children is becoming catastrophic day by day. Findings indicated that television is not only providing entertainment, but also force young children to demand for must have items. Earlier, young children were off limits to advertisers and now they directly appeal to them. Advertisements create awareness among children in different aspects like entertainment, culture, news, sports and latest innovations & trends. In spite of this, all of these advertisements create a negative impact on children's minds. The adverse effects on children are interpreting and understanding the message being presented to them wrongfully. Aspects of the impact of TV advertising on children has spoiled their habitual actions, leading to pester, emerge conflicts and animosity in the family, increase the family budget, make demand for less nutritious products linked with obesity and poor health, imitate celebrities etc while it provides limited advantages.This paper deals with its negative effects and how to overcome those effects and provisional measures.
A Study on the Value of promotion in the telecom industry of India
(IJARIIT, 2022) Agarwal, Varsha
(Gaj, 2022) Promotion is a type of marketing communication that is used in many sectors and in a variety of situations to help businesses achieve their goals, including bringing in new customers and retaining existing ones while also fostering customer loyalty. This research study offers a thorough examination of how promotion plays a role in influencing customers in India's evolving telecom market. This study delves further into the various promotional strategies employed by businesses like Airtel, BSNL, Vodafone Idea (VI), and Jio to attract customers and urge them to utilize their telecom services. The research looked at Jio's marketing approach of offering free internet and telecom service for three months after its start, and how this enabled Jio draw in a lot of customers and grow into a significant business following its arrival. The research study also concentrated on the relationship between successful promotion and the development of consumer loyalty and a positive brand image for the business. Therefore, the study looks after the importance of promotion in the telecom industry can lead to a significant change in the buying behavior of the consumers in India and also how it has helped the companies to gain a better position in the market by improving their market share.
Advantages and Disadvantages of Social Media Marketing
(IJARESM, 2022-11-01) Agarwal, Varsha
The aim of the research is to determine the advantages and disadvantages of social media marketing.The benefits and drawbacks of social media marketing are discovered and compared.Knowing the advantages and disadvantages of social media marketing is vital for businesses as they get to know all the risks and benefits involved in it. Consumers and buyers are already utilizing social media platforms for online buying, but they must be made aware of the possible risks and drawbacks.Marketers need to get on the trend of social media marketing as most of their customers spend a lot of time on social media. It's a free marketing space for them to indulge into and it's a great way to connect with potential customers in a personalized way.Given the status of the economy, entrepreneurs must learn how to use social media to increase advertising and improve marketing.Various articles, journals and websites were visited to gather information about the topic.In the end the paper concludes with determining whether the advantages outweigh the disadvantages.
Analysing Tesla’s $0 Marketing Strategy
(International Journal For Multidisciplinary Research, 2022-11-26) Agarwal, Varsha
Tesla, an American automobile company founded in 2003, has made serious efforts to create an altogether new driving experience and make electric cars the new normal. Despite being one of the first companies in the EV space, Tesla has been against advertising since its inception and hence is popularly recognised for its “$0 marketing strategy”. The research involves identifying the reason why Tesla adopts this unique marketing strategy and the potential impacts it may have in the future. Using a survey questionnaire and a deep Market Share analysis, the study identifies that the company has been able to create brand awareness to a great extent and holds a prominent position in the market. In conclusion, the investigation reflects how the marketing strategy has been one of the most crucial decisions in contributing to their growth and success. However, it may also be the reason for a future downfall considering the vast majority of entrants are looking towards scraping off Tesla’s throne to become the market leader.
Analysis of Brand Loyalty at Starbucks
(International Journal of Scientific Development and Research, 2022-11) Agarwal, Varsha
Brand loyalty is when a consumer prefers to buy the same brand of goods rather than competing brands. The bottom line benefits from brand loyalty since it can boost sales volume by keeping customers loyal to the brand and enabling premium pricing. In other words, when consumers discover the value of a brand, they 1) start making recurring purchases and 2) become price agnostic. From a business standpoint, enhancing brand loyalty leads to continued earnings because of long-term repeat consumers, a reduction in the need for marketing to expand the clientele, and premium pricing. In the coffee shop industry, Starbucks is renowned for having a significantly greater level of customer loyalty. The goal of this investigation is to determine how Starbucks was created.
Analysis of Social Media Marketing Impact on Consumer Behavior
(JETIR, 2022-11-01) Agarwal, Varsha
Globally, people have started to use social media such as Facebook, Twitter, Instagram, and LinkedIn to share their experiences. As customers, people share product reviews, information about a service, advice on food or health, warnings about products, tips on using certain products, and much more. The goal of this paper is to research empirically the role of social media in consumers' decision-making processes. A quantitative survey investigates up to what degree experiences are altered by the use of social media. This article looks at recently published research on social media consumers. This research paper is based on Secondary Data using Descriptive Research. Research studies have shown that many people rely on the information and reviews on social media as a guide for planning their future purchases. The effects of social media on consumer behaviour cannot be ignored by brands and businesses. This research paper analyses the ways social media influences consumer behaviour. This paper provides worldwide social media usage statistics, It also identifies Consumer Decision Making Process, and divides into five stages, namely- Problem recognition, Information search, Alternatives evaluation, Purchase Decision, Post Purchase Decision Evaluation. It emphasizes on social media and the customer, the benefits of social media marketing and the trends in consumer behaviour. At the end of the paper you will have a clear idea on how the how consumer behaviour is influenced by social media. Social media allows customers and prospects to communicate directly to your brand representative or about your brand with their friends. This paper provides a comprehensive analysis on the impact social media has on consumer behaviour, studies online activities and helps you maximise your online marketing strategy.
Apple: The world’s most valuable company
(IJRAR, 2022-11-01) Agarwal, Varsha
With its headquarters in Cupertino, Apple Inc. is a global technology firm based in the United States (Khan, Alam & Alam, 2015). Electronics, online services, and consumer electronics are all created, developed, and distributed by this company. In April 1976, Steve Jobs, Steve Wozniak, and Ronald Wayne founded the business. Regarding revenue, Apple is the most major information and technology company, and it is in second place for producing mobile phones. The major goal of this Apple case study is to establish a link between a company's profitability and levels of customer happiness. This report will include a case study on Apple Inc., and the goal of the research will be attained based on the facts and research on Apple. The company's website and other reference materials will be among the sources examined during the inquiry.
Beyond the Headlines
(Nex Gen Publications, 2024-04) Vaishnav, Jaimine
Brand Manipulation – A Boon for Marketers
(International Journal of Multidisciplinary Educational Research, 2022-12-10) Agarwal, Varsha
The paper attempts to clear the notion of the manipulation tactics used by the marketers and the circumstances for the toleration of those manipulative tactics. Not all marketing strategies are manipulative, it is up-to the consumers and marketers whether they ask themselves how to assess if a particular marketing approach is manipulative or not. A vast collection of alternative products is available in the market today, it is up-to the brand whether it tries to manipulate the customers into purchasing their specific product or not. The study also presents the consumer buying behaviour and the consumer purchase decision process. Companies primarily focus on marketing in using manipulation techniques as the key to create an image and a desire in consumer purchase. The research tells us about the aspects of manipulative advertising in the RTE food sector. Manipulation through language is also effective if there is a certain target audience from a particular part of the globe.
A Comprehensive Review on Technological Advances in Alternate Drug Discovery Process Drug Repurposing
(Current Trends in Biotechnology and Pharmacy, 2023) Pola, Madhuri; Tiwari, Alok
Customer - Churn Prediction Using Machine Learning
(IEEE 2nd International Conference on Technological Advancements in Computational Sciences, 2022) Agarwal, Varsha
Customer Perception towards Online Shopping
(JETIR, 2022-11-01) Agarwal, Varsha
The conventional methods of people shopping and purchasing products and services have been altered by the internet. Going digital is the current trend in this day and period of fast change. To stay competitive, every physical store is now attempting to have an online presence. Customers utilize the internet for more than just online shopping; they also use it to compare costs, product features, and post-purchase support options. Online shopping, commonly referred to as e-shopping, is a type of electronic commerce that enables customers to make direct purchases from sellers using a computer browser and the Internet. This research study's major goal is to evaluate and investigate customer perceptions about internet buying. The quantitative technique was employed in the current research article to examine customer preferences for internet purchasing.
Customer Perception Towards Online Shopping
(International Journal of Novel Research and Development, 2022-11) Agarwal, Varsha
The traditional means by which consumers shop for and purchase goods and services has been altered by the internet extensively during and after the pandemic. Going digital is the latest trend in this age and time that is changing at a fast rate. To keep ahead of the competition, every- small or big - business is increasingly attempting to establish an online presence. Online comparison shopping for prices, product features, and post-purchase support services is another way that consumers use the internet. Online shopping, sometimes known as e-shopping, is a type of electronic commerce that enables customers to make direct purchases from merchants over the Internet using a computer browser. Online shopping is more popular with consumers since it saves time and offers a wider variety of products than traditional offline stores. And maybe most importantly, receiving items at home eliminates the need for travel.
Customer Satisfaction towards Britannia Products in India
(IJARESM, 2022-11-01) Agarwal, Varsha
This Project studies about “A Study on Customer satisfaction toward Britannia products in India, with special reference to city of Mumbai”. Britannia Industries Limited is an India food products corporation based in Kolkata, West Bengal in India. It is famous for its Britannia a Tiger brands of biscuits, which are popular thought the country. Britannia has an estimated 38% market share. The objective is to study about consumer behaviour regarding Britannia, to identify factors which affect the purchasing decisions of the buyers, to find the satisfaction level towards Britannia products in India etc. Hypothesis is framed in this study and it is analyzed with help of statistical tools. According to the study, it is suggested that Britannia is a favourable brand for all Indians, when buying biscuits, cereals, and breads. However, as new competitors arise in the market, it has a chance of deteriorating its market share, due to fairly poor quality of the products.
Customers Behaviour in Online Shopping
(IJARESM, 2022-11-01) Agarwal, Varsha
(Lutkevich , 2022), Online shopping is a type of e-commerce that enables customers to purchasethings directly from an individual via their smartphones. The key goal of this research paper“Customers behaviour in online purchasing” is to learn more about customer’s attitudes andbehaviours in relation to online shopping. The study is basically to determine howonline-shopping affects customers since there are currently very few studies that adequatelyexplain how consumers behave online. These studies typically focus on a wide range of variablesand use a variety of methodologies and theoretical underpinnings. Additionally, this study alsoaims to understand the demographics, frequency of online buying and the preferred product listsof online customers. The major goal of this study is to determine whether customers are satisfiedwith the services offered via online shopping, the payment methods and other factors involved inpersuading customer’s preferences. Thus, this study focuses on users' opinions on every facet ofonline shopping that might be used as suggestions in the future. To gather data, both primary and secondary data have been employed. For primary data a questionnaire survey was used to gather different perspectives. It was evident that the respondents are at ease with online shopping but are not completely impulsive: there are elements that influence them, but there are certain issues that they are dealing with. Additionally,for secondary data different articles related to consumer behaviour towards online shopping werecollected and then briefly analysed to view the buying patterns and reasons that influence them to shop online.
Distributed algorithms for QoS in wireless ad hoc networks under the primary interference model
(IEEE, 2020-08-04) Ganesan, Ashwin
Consider a wireless network consisting of a set of wireless nodes and a set of communication links, where each communication link corresponds to a pair of nodes that are within communication radius of each other. Under the primary interference model, two communication links cannot be active at the same time if they are incident to a common node. This model of interference arises in Bluetooth networks, where transmissions between a master node and slave nodes in a piconet are scheduled by time-division duplexing, and in CDMA systems when each node is equipped with a single transceiver. Each communication link has a certain minimum bandwidth quality-of-service requirement. The admission control problem is to determine whether the network has sufficient resources to satisfy the bandwidth requirements. In this work, distributed algorithms are proposed for this admission control problem, and performance guarantees of these distributed algorithms are given. If each node has knowledge of a certain global parameter, then a distributed algorithm for flow admission control is given which has the same performance as an optimal, centralized algorithm, i.e. the distributed algorithm gives a condition that is both necessary and sufficient for a set of flow rates to be feasible.
Effects of Covid-19 on the Global Economy
(International Journal of Novel Research and Development, 2022-11-11) Agarwal, Varsha
How did the Covid19 pandemic bring the global economy to its knees? This paper dives into the ripple effect of the pandemic on the global economy. This unconstrained pandemic brought life to a standstill for about two years, wreaking havoc all over the globe. We see how pandemics in the past can provide a certain statistical prediction on the impact. We also see which sectors were affected the worst and give an insight into the stock market performance during the pandemic. The coronavirus was a very real and global tragedy and the unpredictability of the consequences made industries everywhere suffer.
Essence of Sense: Curriculum and Syllabus of Life Skills Programme in Liberal Arts
(University News, 2022-06) Ranjit, Jai; Vijaychandran, Divya; Suri, Solange; Dutta, Anando
The human experience is a multi-faceted one, full of observations, possibilities and learning. Learning is how we integrate with the world around us as we attempt to understand our purpose in the universe and how it works. It is imperative that making sense through sense-making be understood as a critical part of the experiential learning process in this regard (Fig 1). In the words of Sri Aurobindo and the Mother on Integral Education, “Education to be complete must have five principal aspects corresponding to the five principal activities of the human being; the physical, the vital, the mental, the psychic and the spiritual.” The journey one undertakes in the pursuit of these areas of thought requires more than just the observation of the world and all that is in it, or merely reading several books containing the thoughts and stories of humankind across time. It requires the activities of conversation, debate and reflection in order to fully elevate the understanding that the mind and soul must gain as they try to achieve an ideal state. With this thought in mind, we attempted an experiment at School of Design and Innovation (ISDI), Atlas SkillTech University in 2018. Through discussions with faculty members, an elective course in Liberal Arts education took shape. With a focus on giving students the opportunity to explore beyond the silos of the typical liberal arts curriculum in existence, this course presented the opportunity for students to enter the realm of self-reflection through discussive and discursive, observational

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