Journal of Advanced Research in Economics and Business Management

Marketing Spend Strategies: Driving Financial Performance in the Corporate Landscape – A Study of Four Prime Sectors of India

Ms. Nirali R. Shah — 2024-02-16

This study explores the relationship between marketing expenditures and the financial performance of companies across four prominent sectors in India. Utilizing a longitudinal research design, the study investigates trends and patterns over an extended period to provide a comprehensive analysis. Data on marketing expenditure, Net Profit Margin, return on net worth, return on capital employed, and Return on Assets was collected from the annual reports of 60 companies spanning the Automobile, Consumer Food, IT Services & Consulting, and Retailing sectors. The findings reveal a positive correlation between marketing expenditure and key financial metrics, including net profit margin, return on net worth, return on capital employed, and Return on Assets. These results underscore the significance of strategic marketing investments in driving overall financial performance within the corporate landscape.

Survey on Comparative Study of Online vs. Offline Buying Behavior of Consumer for Grocery Product in Surat

Mohit Rakholiya — 2024-04-16

This research delves into the multifaceted dynamics of consumer behavior in the grocery shopping landscape of Surat, Gujarat, where traditional brick-and-mortar stores coexist with the burgeoning realm of online platforms. The study investigates the preferences of different age groups, exploring factors such as proximity to home, product quality, personal interactions with store staff, the ability to inspect products, and the allure of special discounts. Focusing on two prominent players, JioMart and DMart, the research aims to provide a comprehensive understanding of the factors shaping consumer choices in this dynamic market. The literature review explores previous studies on online shopping intentions, the impact of demographic variables on online shopping in India, and the influence of factors like monthly income, gender, and peer influence on consumer behavior for apparel. Highlighting the younger population's central role in online shopping, the review emphasizes the need for a nuanced understanding of consumer behavior, considering various demographic factors. The research objectives center around conducting a comparative study of online vs. offline buying behavior for grocery products in Surat. The research design involves a descriptive approach with non-probability convenient sampling, encompassing 156 respondents in the Surat area. Primary data is collected through a Google Form questionnaire, and the analysis is performed using MS Excel and SPSS. The research identifies a notable gap in existing studies, emphasizing the need to explore factors beyond convenience and digital marketing impact, such as cultural influences, trust dynamics, and specific preferences of urban versus suburban consumers in the grocery retail context.

Al: A Boon to Social Media Marketing

Prince Mekhya — 2024-04-16

The integration of Artificial Intelligence (AI) has revolutionized the landscape of digital marketing, particularly in the realm of Social Media Marketing (SMM). This report delves into the profound impact of AI technology on the effectiveness and efficiency of social media marketing strategies. It scrutinizes various applications of AI in SMM, including chatbots, sentiment analysis, personalized content recommendations, and predictive analytics. The paper begins by outlining the current state of social media marketing and the challenges marketers face in engaging target consumers amidst the abundance of digital content. It then explores how AI can address these challenges by automating processes. Through an extensive literature review and case studies, the report illustrates real-world applications of AI in SMM, highlighting success stories and identifying areas for further development. Additionally, it examines ethical considerations surrounding privacy, bias, and transparency inherent in AI-driven marketing. Methodologies for research design, data collection, and analysis are detailed to evaluate the impact of AI on SMM efficacy. Utilizing data from surveys, interviews, and performance metrics, both quantitative and qualitative aspects of AI integration in SMM are elucidated. In the conclusion, key findings are summarized, emphasizing the benefits of AI utilization in social media marketing and offering recommendations for companies and marketers seeking to leverage these technologies fully. The article concludes by discussing the future trajectory of AI in SMM, considering potential advancements, challenges, and opportunities. This study contributes to the growing body of research on AI and marketing, furnishing practitioners, researchers, and business professionals with valuable insights for navigating the evolving social landscape in the digital age.

Consumer awareness and purchasing behaviour of fast-food products in urban and rural stores: A comparison

Daksh Saraswat — 2024-04-16

Consumer behavior in the fast-moving consumer goods (FMCG) sector plays a pivotal role in shaping market dynamics, especially concerning urban and rural markets. This study aims to compare consumer awareness and purchasing behavior of fast-food products in urban and rural stores. Through an extensive analysis, this research investigates various factors influencing consumer preferences and purchasing decisions in these two distinct environments. The study encompasses an examination of historical evolution, key characteristics, and distribution channels of the FMCG industry, laying the groundwork for understanding consumer behavior. It explores the differences in consumer needs, cultural sensitivities, market diversification, and access to information between urban and rural markets. Furthermore, it addresses infrastructure challenges and the necessity for customized marketing strategies to cater to the unique demands of each market. Through comprehensive research objectives, the study delves into analyzing and comparing consumer needs, identifying factors affecting purchasing behavior, evaluating the impact of cultural and social factors, and assessing the effectiveness of marketing strategies. Moreover, it aims to understand the role of accessibility and affordability in influencing consumer behavior and to provide valuable insights for FMCG companies to align their strategies accordingly. The findings highlight significant differences in consumer behavior between urban and rural areas, emphasizing the importance of tailored approaches to meet diverse market needs. Insights from this study not only offer strategic guidance for FMCG companies but also contribute to academic understanding by addressing gaps in existing literature and suggesting avenues for future research. In conclusion, this study underscores the critical role of understanding consumer behavior in shaping the success of FMCG businesses, particularly in the context of urban and rural markets. By adapting to evolving consumer preferences and market dynamics, FMCG companies can effectively navigate challenges and capitalize on opportunities for sustainable growth and market penetration.

The Positive Aspects of Social Media Use: Examining Social Support and Mental Health Benefits

Raj Kariya — 2024-04-16

Social media has emerged as a pervasive force, comprising diverse online platforms facilitating user interactions and connections. While it has been associated with concerns regarding mental health, it is imperative to recognize its potential positive impacts. With over 4.6 billion active users globally, social media has garnered significant attention in research for its potential benefits, particularly in enhancing social support and mental well-being. This paper synthesizes literature to explore the constructive roles of social media in promoting mental health, with a focus on social support. The rapid growth of social media, exemplified by popular platforms like Facebook, YouTube, WhatsApp, and Instagram, reflects its integral role in modern society, shaping communication, entertainment, information dissemination, and commerce. Despite concerns, its market value is projected to reach $118 billion by 2026, indicative of its enduring significance. Empirical evidence suggests that social media facilitates increased self-esteem, sense of belonging, and access to mental health resources. Meta-analyses reveal moderate correlations between problematic social media use and symptoms of depression, anxiety, and stress among adolescents and young adults. Longitudinal studies further indicate associations between social media use and psychological distress over time, albeit with varying effect sizes. Moreover, research underscores the potential of social media for depression screening, leveraging markers such as linguistic patterns and user behaviors across platforms like Facebook, Twitter, and Instagram. However, limitations in methodologies and platform coverage warrant further investigation. Additionally, studies highlight the importance of social support in mitigating mental health challenges, with online platforms offering avenues for education, self-determination, and peer interaction. The conceptualization of social support in digital contexts elucidates its dynamic nature and its role in psychological well-being.