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Role of Relationship Marketing in Sustaining Consumer Loyalty in the Cable Television Sector
K. Abirami Research Scholar, Xavier’s Institute of Business Administration, Sr. Xavier’s College (Autonomous), Tirunelveli: Dr. M. Rajee Research Supervisor, Associate Professor, Department of Business Administration, Kamaraj College (Autonomous),
Pages: | First Published: 05 Mar 2026
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Abstract

For sustainable customer loyalty in the cable television sector, in a highly competitive environment is crucially led by relationship marketing. With alternatives such as OTT platforms, cable operators, Broadband connections, and smart TV this industry must focus on long-term customer relationships rather than short-term transactions. This study examines how customer loyalty can be influenced with key relationship marketing practices—such as service quality, trust, communication, complaint handling, customer engagement, and customer-service provider relationship. To improve customer satisfaction and reduce churn, values must be perceived with emotional bonds, which must be created and fostered. The abstract highlights that sustainability in consumer behaviour and loyalty can be fostered with effective relationship-oriented strategies that enable cable television providers to retain their subscribers, strengthening the brand commitment, and ensuring sustainable growth in a rapidly evolving media platform and environment.

Keywords: Relationship Marketing; Consumer Loyalty; Cable Television Sector; Customer Satisfaction; Service Quality; Trust and Commitment; Customer Retention.

References

  1. Berry, L. L. (1983). Relationship Marketing. American Marketing Association.

  2. Grönroos, C. (1994). From Marketing Mix to Relationship Marketing. Management Decision.

  3. Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

  4. Morgan, R. M., & Hunt, S. D. (1994). The Commitment‑Trust Theory of Relationship Marketing.

A Study on Stress Management of Online Food Delivery Executives at Swiggy
Dr. R. Sukanya Assistant Professor, Department of Commerce, Karnataka State Open University.
Pages: 1-23 | First Published: 05 Mar 2026
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Abstract

            The rapid expansion of app-based food delivery platforms has transformed urban employment patterns, particularly within the gig economy. While these platforms generate significant livelihood opportunities, they also expose delivery executives to various occupational stressors. The present study examines stress management among online food delivery executives working at Swiggy across three metropolitan cities—Bengaluru, Hyderabad, and Chennai. The research aims to analyses job stress factors, assess their physical, behavioral, and emotional consequences, evaluate coping mechanisms, and examine the relationship between stress levels and job performance outcomes.

            The study adopts a descriptive research design using both primary and secondary data. Primary data were collected from 600 Swiggy delivery executives (200 from each city) through a structured questionnaire. Statistical tools such as descriptive analysis was employed to measure the intensity of job stress factors and stress outcomes.

            The findings reveal that delivery executives experience high levels of stress primarily due to workload pressure, strict time deadlines, customer-related issues, heavy traffic, financial burden from fuel costs, and lack of supervisory support. Physical responses such as headaches, musculoskeletal pain, fatigue, dehydration, and sleep disturbances were widely reported. Behavioral responses included difficulty in concentration, neglect of responsibilities, disturbed eating and sleeping patterns, and social withdrawal. Emotional responses such as sadness, irritability, anxiety, and reduced resilience were also prevalent, with a concerning proportion reporting severe psychological distress. Despite these stressors, variations in stress intensity were observed across individuals and cities.

            The study highlights the urgent need for structured stress management programs, improved working conditions, supportive supervision, mental health interventions, and policy-level reforms to safeguard the well-being of gig economy workers. The findings contribute to the growing body of literature on occupational stress in platform-based employment and offer practical implications for enhancing employee sustainability and organizational effectiveness.

Keywords: Occupational stress, Gig economy, Food delivery executives, Stress management, Emotional well-being, Swiggy, Urban employment.

References

  1. Ayyagari, R., Grover, V., & Purvis, R. (2011). Technostress: Technological antecedents and implications. MIS Quarterly, 35(4), 831–858. https://doi.org/10.2307/41409963

  2. Bakker, A. B., & Demerouti, E. (2007). The job demands–resources model: State of the art. Journal of Managerial Psychology, 22(3), 309–328. https://doi.org/10.1108/02683940710733115

  3. Beehr, T. A., & Newman, J. E. (1978). Job stress, employee health, and organizational effectiveness: A facet analysis, model, and literature review. Personnel Psychology, 31(4), 665–699. https://doi.org/10.1111/j.1744-6570.1978.tb02118.x

  4. Cooper, C. L., Dewe, P. J., & O’Driscoll, M. P. (2001). Organizational stress: A review and critique of theory, research, and applications. Sage Publications.

  5. De Stefano, V. (2016). The rise of the “just-in-time workforce”: On-demand work, crowdwork, and labor protection in the gig economy. Comparative Labor Law & Policy Journal, 37(3), 471–504.

  6. Ganster, D. C., & Rosen, C. C. (2013). Work stress and employee health: A multidisciplinary review. Journal of Management, 39(5), 1085–1122. https://doi.org/10.1177/0149206313475815

  7. Karasek, R. A. (1979). Job demands, job decision latitude, and mental strain: Implications for job redesign. Administrative Science Quarterly, 24(2), 285–308. https://doi.org/10.2307/2392498

  8. Lazarus, R. S., & Folkman, S. (1984). Stress, appraisal, and coping. Springer Publishing Company.

  9. Maslach, C., & Leiter, M. P. (2016). Understanding the burnout experience: Recent research and its implications for psychiatry. World Psychiatry, 15(2), 103–111. https://doi.org/10.1002/wps.20311

  10. Sonnentag, S., & Frese, M. (2003). Stress in organizations. In W. C. Borman, D. R. Ilgen, & R. J. Klimoski (Eds.), Handbook of psychology: Industrial and organizational psychology (Vol. 12, pp. 453–491). Wiley.

  11. Wood, A. J., Graham, M., Lehdonvirta, V., & Hjorth, I. (2019). Good gig, bad gig: Autonomy and algorithmic control in the global gig economy. Work, Employment and Society, 33(1), 56–75. https://doi.org/10.1177/0950017018785616

  12. World Health Organization. (2019). Burn-out an “occupational phenomenon”: International classification of diseases (11th ed.). WHO.

Hybrid Work Culture as a Sustainable Organizational Strategy in the Indian Context
H.S. Abnaas Research Scholar (Part time External), Department of Business Administration, Annamalai University. Dr. P. Baskar Associate Professor, Department of Business Administration, Annamalai University.
Pages: 6 | First Published: 05 Mar 2026
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Abstract

            Hybrid work is probably one of the most debated workforce models in the last few years and many companies are formally committing to it. This paper tries to get to the bottom of these two key questions. Based on qualitative research into Indian companies where leaders are making different types of interventions to try to make hybrid work a success, and the resultant employee experience, workforce retention and the operational and equity consequences that have been surfaced, our common thread of learning is that hybrid work models are only as good as the people practices, which include people policies, performance management and culture, that organisations put in place to support them.

            Unless there is a conscious attempt at structuring hybrid models in India, current “work from home” hybrid models have the potential to cause unprecedented management challenges and career risks for the employee because of work management issues and unfair visibility of work. Thus, we conclude with the need for contextual sustainable hybrid model for India and the possibility of gaining the benefits from flexible work arrangements.

References

  1. Allen, T. D., Golden, T. D., & Shockley, K. M. (2015). Telecommuting and employee outcomes. Psychological Science in the Public Interest, 16(2), 40–68.

  2. Bloom, N., Liang, J., Roberts, J., & Ying, Z. (2022). The impact of remote work on productivity. Quarterly Journal of Economics, 137(1), 165–218.

  3. Verma, A., Venkatesan, M., Kumar, M., & Verma, J. (2023). The future of work: key HR implications of hybrid workplaces in India. Journal of Management Development, 42(1), 13–28.

  4. Telu, S., & Kumar, S. (2025). Towards a sustainable future: employee well-being in hybrid work settings. Management & Sustainability: An Arab Review, 4(3), 407–430.

  5. Naqshbandi, M. M., Kabir, I., Ishak, N. A., & Islam, M. Z. (2024). Work engagement and job performance in the hybrid workplace. The Learning Organization, 31(1), 5–26.

  6. Krajčík, M., Schmidt, D. A., & Baráth, M. (2023). Hybrid work model: work–life flexibility in a changing environment. Administrative Sciences, 13(6), 150.

  7. Jindain, C., & Gilitwala, B. (2024). Employee engagement and performance in hybrid models. Rajagiri Management Journal, 18(2), 167–179.

  8. Lal, S. K., Kamboj, G., Sharma, M., Sharma, T., Ahmed, A., & Kumar, S. (2025). Employee engagement and organizational performance in Indian firms. European Economics Letters, 15(4).

  9. Srivastava, I., & Pandey, A. (2025). Hybrid work and employee productivity in Indian service firms. European Economics Letters, 15(4).

Resilience as a Sustainable Personal Brand: A Case Study of a Self-Made Transgender Beautician in India
J. Arul raj Ph.D (Research Scholar), Sunrise University, Alwar, Rajasthan, India.
Pages: 13 | First Published: 05 Mar 2026
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Abstract

This study explores how resilience functions as a sustainable personal branding strategy among marginalized individuals, focusing on a self-made transgender woman working as a beautician in South India. Despite persistent gender minority stress, social exclusion, and economic precarity, the participant has established a sustainable livelihood through service-based entrepreneurship. Using a mixed-method single-case design, quantitative data were collected using the Gender Minority Stress and Resilience (GMSR) scale and the Transgender Resilience Scale (TRS), complemented by an in-depth narrative interview. Results indicate moderate-to-high minority stress alongside high resilience, highlighting adaptive coping, identity affirmation, and relational trust as critical resources. The qualitative findings reveal how authenticity, consistency, and community engagement translate resilience into a credible personal brand, enabling long-term customer loyalty. The study contributes to sustainable marketing literature by demonstrating how marginalized identities generate value through authenticity-driven branding. Implications for inclusive marketing, social sustainability, and ethical entrepreneurship are discussed.

Keywords: Transgender resilience · Sustainable marketing · Personal branding · Inclusive entrepreneurship · Case study · India

References

  1. Badgett, M. V. L., Durso, L. E., & Schneebaum, A. (2013). New patterns of poverty in the lesbian, gay, and bisexual community. The Williams Institute.

  2. Bockting, W. O., Miner, M. H., Swinburne Romine, R. E., Hamilton, A., & Coleman, E. (2013). Stigma, mental health, and resilience in an online sample of the U.S. transgender population. American Journal of Public Health, 103(5), 943–951. 

    https://doi.org/10.2105/AJPH.2013.301241

  3. Chakrapani, V., Newman, P. A., Shunmugam, M., Kurian, A. K., & Dubrow, R. (2017). Barriers to free antiretroviral treatment access among kothi-identified men who have sex with men and aravanis (transgender women) in Chennai, India. AIDS Care, 29(7), 889–895.

  4. Drydakis, N. (2017). Trans employees, transitioning, and job satisfaction. Journal of Vocational Behaviour, 98, 1–16.

    https://doi.org/10.1016/j.jvb.2016.09.003

  5. Fredriksen-Goldsen, K. I., Kim, H. J., Bryan, A. E. B., Shiu, C., & Emlet, C. A. (2014). The cascading effects of marginalization and pathways of resilience in LGBTQ older adults. The Gerontologist, 54(5), 728–736. https://doi.org/10.1093/geront/gnu057

  6. Hatzenbuehler, M. L. (2014). Structural stigma and the health of lesbian, gay, and bisexual populations. Current Directions in Psychological Science, 23(2), 127–132. https://doi.org/10.1177/0963721414523775

  7. Hendricks, M. L., & Testa, R. J. (2012). A conceptual framework for clinical work with transgender and gender nonconforming clients: An adaptation of the Minority Stress Model. Professional Psychology: Research and Practice, 43(5), 460–467. https://doi.org/10.1037/a0029597

  8. Meyer, I. H. (2003). Prejudice, social stress, and mental health in lesbian, gay, and bisexual populations: Conceptual issues and research evidence. Psychological Bulletin, 129(5), 674–697. https://doi.org/10.1037/0033-2909.129.5.674

  9. Meyer, I. H. (2015). Resilience in the study of minority stress and health of sexual and gender minorities. Psychology of Sexual Orientation and Gender Diversity, 2(3), 209–213. https://doi.org/10.1037/sgd0000132

  10. Pflum, S. R., Testa, R. J., Balsam, K. F., Goldblum, P. B., & Bongar, B. (2015). Social support, trans community connectedness, and mental health symptoms among transgender and gender nonconforming adults. LGBT Health, 2(3), 281–286. https://doi.org/10.1089/lgbt.2014.0138

  11. Riggle, E. D. B., Rostosky, S. S., McCants, L. E., & Pascale-Hague, D. (2014). The positive aspects of a transgender self-identification. Psychology of Sexual Orientation and Gender Diversity, 1(4), 398–411.

  12. Scoones, I. (1998). Sustainable rural livelihoods: A framework for analysis. IDS Working Paper 72. Institute of Development Studies.

  13. Schilt, K., & Wiswall, M. (2008). Before and after: Gender transitions, human capital, and workplace experiences. American Sociological Review, 73(6), 973–998.

    https://doi.org/10.1177/000312240807300603

  14. Singh, A. A., Hays, D. G., & Watson, L. S. (2011). Strength in the face of adversity: Resilience strategies of transgender individuals. Journal of Counseling & Development, 89(1), 20–27. https://doi.org/10.1002/j.1556-6678.2011.tb00057.x

  15. Tilcsik, A. (2011). Pride and prejudice: Employment discrimination against openly gay men in the United States. American Journal of Sociology, 117(2), 586–626. https://doi.org/10.1086/661653

  16. Zimmerman, M. A. (2013). Resiliency theory: A strengths-based approach to research and practice for adolescent health. Annual Review of Public Health, 34, 399–419. https://doi.org/10.1146/annurev-publhealth-031912-114451

A Review on Emerging Trends in Sustainable Innovation
Gude Chalapathi Research Scholar, Department of Management Studies, Periyar University, Salem, Tamil Nadu. Dr. P. Thirmoorthi Professor, Department of Management Studies, Periyar University, Salem, Tamil Nadu.
Pages: 20 | First Published: 05 Mar 2026
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Abstract

Sustainable innovation has emerged as a transformative approach integrating environmental stewardship, economic growth, and social equity. Rapid technological advancements, global climate challenges, and regulatory pressures have accelerated research and implementation in this domain. This review article integrates recent literature (2018–2025) to identify emerging trends, practical applications, exceptions , and future research directions. The study highlights circular economy strategies, digital transformation for sustainability, green business model innovation, sustainable supply chain practices, inclusive innovation, and sustainability measurement frameworks, Sustainable Agriculture & Urban Farming.

Keywords: Sustainable Innovation; Circular Economy; Digital Transformation; Green Business Models; Sustainable Supply Chain; Inclusive Innovation; Sustainability Measurement.

References

  1. Green Tech Research Council (2024). Digital Sustainability Frameworks.

  2. Journal of Cleaner Production (2022). Circular Economy Strategies.

  3. OECD (2023). Measuring Innovation for Green Growth.

  4. Smith.J, & Zhao, L. (2022). Circular Economy and Sustainable Innovation, Journal of Cleaner Production.

  5. Sustainability Journal (2023). Digital Innovation for Sustainability.

  6. United Nations Sustainable Development Goals Report (2024).

The AI Pyramid: A Conceptual Model Outlining Workforce Capability
Dr. Nijina Jose Assistant Professor, Department of Commerce: N. Subhashree III B. Com (Accounting & Finance): A. Hemalatha III B. Com (Accounting & Finance). Valliammal College for Women.
Pages: 24-31 | First Published: 05 Mar 2026
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Abstract

Artificial intelligence (AI) marks a major shift in technological change by extending cognitive labor rather than just automating routine tasks. Recent evidence shows that generative AI is impacting highly educated, white-collar jobs more than expected. This challenges traditional assumptions about which parts of the workforce are most vulnerable. As a result, conventional approaches to digital and AI literacy are no longer sufficient. This paper introduces “AI Nativity,” the ability to seamlessly integrate AI into everyday thinking and decision-making. It also proposes the AI Pyramid as a framework for understanding workforce capabilities in an AI-driven economy. The pyramid includes three interconnected layers: AI Native, AI Foundation, and AI Deep capabilities. AI Native serves as a baseline for participation, while AI Foundation focuses on building and maintaining systems. AI Deep capability advances cutting-edge AI knowledge and innovation. The framework emphasizes capability development as ongoing infrastructure, shaping policy, education, and workforce strategies.

References

  1. Brynjolfsson, E.,Li, D., & Raymond, L. (2025). Generative AIat work. The Quarterly Journal of Economics, 140(2), 889–942. 

    https://doi.org/10.1093/qje/qjae044

  2. Cazzaniga, M.,Jaumotte, F., Li,L., Melina, G.,Panton, A. J.,Pizzinelli, C., Rockall, E. J., & Tavares, M. M. (2024). Gen-AI: Artificial intelligence and the future of work. IMF Staff Discussion Notes, 2024(001). https://doi.org/10.5089/9798400262548.006

  3. Deming, D.J., & Noray, K. (2020). Earnings dynamics, changing jobskills, and STEMcareers.

  4. The Quarterly Journal of Economics, 135(4), 1965–2005. 

    https://doi.org/10.1093/qje/qjaa021

  5. Felten, E. W., Raj, M., & Seamans, R. (2023). Occupational heterogeneity in exposure to generative AI (SSRN Working Paper No.4414065). SSRN. https://doi.org/10.2139/ssrn.4414065

  6. Hosseinioun, M.,Neffke, F., Zhang, L., & Youn, H. (2025). Skill dependencies uncover nested human capital. Nature Human Behaviour, 9(4), 673–687. https://doi.org/10.1038/s41562-024-02093-2

  7. Long, D., & Magerko, B. (2020). What is AI literacy? Competencies and design considerations. In Proceedings ofthe 2020 CHIConference on Human Factors in Computing Systems (pp. 1–16). Association for Computing Machinery. https://doi.org/10.1145/3313831.3376727

  8. Strobel, J.,& van Barneveld, A. (2009). Whenis PBL moreeffective? A meta-synthesis of meta-analyses comparing PBL to conventional classrooms. Interdisciplinary Journal of Problem-Based Learning, 3(1), 44–58. https://doi.org/10.7771/1541-5015.1046

  9. Clark, A.(2025). Extending minds with generative AI.Nature Communications, 16,Article 4627. https://doi.org/10.1038/s41467-025-59906-9

Social Media Penetration in Transforming Unviable to Viable Business Models: A case study of Yoga Awareness and Practice
S. Madhavan Dean - Faculty of Arts, Professor - Management Studies, Manonmaniam Sundaranar University, Tirunelveli – 627012. R. Venkatesakumar Professor, Department of Management Studies, Pondicherry University, Pondicherry 605 014.
Pages: 29 | First Published: 05 Mar 2026
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Abstract

In recent years, we notice there are changes in the people lifestyle. Many people conscious about health care and nutritional diets. Growth of fitness centers and enrolments in Yoga, meditation classes signify the changes happening in the current generation people. Many old generation people still consider Yoga or fitness is activity as a preventive measure and keep oneself fit.  Central to State Governments and non-governmental agencies made significant progress in promoting yoga. State and Central Universities introduced Yoga courses in the curriculum itself; few state governments appended the medical facilities with Yoga Therapy and Treatments.  This paper summarizes various initiatives by various stakeholders and contributions and the role of social media vehicles in communicating geo-specific target markets.

Keywords: Yoga, social media, Sustainability, Fitness and Lifestyle

References

  1. Chen, J.; Zhang, Y.; Cai, H.; Liu, L.; Liao, M.; Fang, J. A (2024). Comprehensive Overview of Micro Influencer Marketing: Decoding the Current Landscape, Impacts, and Trends. Behavioral Sciences. 14, 243.

  2. Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on Instagram: The power of persuasion via the parasocial relationship. Journal of Business Research. 158: 113708

  3. Connelly, B. L., S. T. Certo, R. D. Ireland, and C. R. Reutzel. (2011). Signaling Theory: A Review and Assessment. Journal of Management. 37(1): 39–67.

  4. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36, 798-828.

  5. Dost, Florian et al. “Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods.” Journal of Marketing 83 (2018): 62 - 81.

  6. Ezekiel A. O. (2022). Microblogging Marketing: A Product of the Fourth Industrial Revolution. MATTER: International Journal of Science and Technology, 8(1), 71-88.

  7. https://doi.org/10.1177/21582440241271305 (Original work published 2024)

  8. https://indbiz.gov.in/india-to-have-nearly-1-billion-internet-users-by-2025-report/

  9. https://www.healthandfitness.org/indias-fitness-market-set-to-double-by-2030/

  10. https://www.ibef.org/industry/healthcare-india

  11. Iva Jurišić, R., Dabo, K., & Kolić Stanić, M. (2024). The Myth of Influencers: Does Generation Z Really Trust Them? Interdisciplinary Description of Complex Systems.  22(4): 378-400

  12. Lal, P. (2017). Analyzing determinants influencing an individual's intention to use social commerce website. Future Business Journal. 3(1): 70-85. 

  13. Lee, Y.-L., Wang, F.-J., Chen, I.-C., & Chung, I.-W. (2024). Exploring the Motivations of Female Sports Spectators in Taiwan: Implications of Measuring the Motives of Female Consumers at Sporting Events. Sage Open, 14(3). 

  14. Liu, Wenlin & Sidhu, Anupreet & Beacom, Amanda & Valente, Thomas. (2017). Social Network Theory. 10.1002/9781118783764.wbieme0092.

  15. More, J. S., & Lingam, C. (2019). A SI model for social media influencer maximization. Applied Computing and Informatics. 15(2): 102–108.

  16. Putra, J. E., Sulistyani, N. W., Ramadhan, F., & Hidayat, H. (2025). Effectiveness of Content Marketing in Attracting Generation Z Consumer Loyalty. Journal of Management Economics and Accounting. 2(2): 45–58

  17. Stewart, K.J. (2003). Trust transfer on the World Wide Web, Organization Science,14(1), 5–17.

  18. Wang FJ, Hsiao CH, Hsiung TT. Marketing strategies of the female-only gym industry: A case-based industry perspective. Front Psychol. 2022 Sep 23; 13:928882. doi: 10.3389/fpsyg.2022.928882. PMID: 36211928; PMCID: PMC9539908.

  19. Yang, Y., Lei, P., Pei, X., Zhang, R., & Xiang, A. (2025). The impact of help-seeking text signals on social support receipt in social media during the COVID-19 outbreak: A cross-sectional study based on signaling theory. Humanities and Social Sciences Communications. 12(1): 1693.

Boosting Supply of Recycled Materials for Packaging in Supply Chain
Pallikkara Viswanathan Faculty, Member Indian Institute of Material Management, Hosur Br.
Pages: 44 | First Published: 05 Mar 2026
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Abstract

Recycling of materials in supply chain is the ability for packaging materials, when to be collected, sorted, processed, and also turned into a new product, through re-cycling. A packaging material is considered to be recycled, as it can be recovered, re-used, re-processed, into new products, as packaging materials are used initial used in activities in supply chain

Packaging on a eco-friendly is usually made from a bio-gradable, re-cycled materials, which is liable to reduce the waste, of the natural available resources products, manufacturing process, which trends to be more efficient, for further likely to reduce the available precious, thus minimizing, the negative impact on business, having on the environment in supply chain. 

Re-cycled packaging have key advantage, as a benefit for proper environment, to increase the sustainability, risk, disruption, as this means on the use of fewer raw-materials, also less use of land-fills, or destruction of waste material on burning, re-cycling of waste into the required products, can be gained to reduce the amount of material leading to land-fill on materials like the corrugated card-board boxes, is the most re-cycled packaging materials in supply chain.  

Key Words: Re-cycled packaging: environment: bio-gradable materials: Products: Waste management: Packaging materials

References

  1. Filling The Gap Boosting Supply of Re-Cycled Materials for Packaging: Mckinnsey & Company: 

  2. Sustainable Packaging In Supply Chain Management Paving The Way For Greener Future: Rafael A.Vela  Csco/Coo/Cpo Logistic Director:

  3. Get Creative with Re-Cycled Content in Your Supply Chain Packaging Breanna Herbert Nov 15 2021:

  4. Sustainable Packaging For Supply Chain Management In The Circular Economy A Review:  Lavanya Maherishi Sushmita A Narayana: K.S. Rajani Journal Of Cleaner Prouction:Volumr 237 10th Nov.2019

An Empirical Study on the Drivers of CRM Implementation in Garment Retail Stores
Dr. A. Paul Magesh Guest Lecturer Department of Business Administration Government Arts and Science College, Kadayanallur Tenkasi Dist. Tamilnadu, India.
Pages: 51 | First Published: 05 Mar 2026
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Abstract

Customer Relationship Management (CRM) provides various offers to customers based on their past behaviors and demographic characteristics. It also depicts service representatives’ information about the profit range of customers and the ways they used to generate profits. CRM attains the attraction of new customers through increased brand loyalty, price decline, high proficiency, and provides a competitive advantage. Retailers are in the situation to pay keen attention on brand loyalty in order to sustain in the existing competitive market. Retail outlet draws out a mental picture in the mind of the customer. 

References

  1. Santosh Kumar Yadav (2009) - Growth and Challenges of Retail Market In India - http://www.kln.ac.lk

  2. Greenberg, P. (2010), “The impact of CRM 2.0 on customer insight”, Journal of Business & Industrial Marketing, Vol. 25 No. 6, pp. 410-419.

  3. Payne, A. and Frow, P. (2005), “A strategic framework for customer relationship management”, Journal of Marketing, Vol. 69 No. 4, pp. 167-176.

  4. Zablah, A., Bellenger, D. and Johnston, W. (2004), “An evaluation of divergent perspectives on customer relationship management: towards a common understanding of an emerging phenomenon”, Industrial Marketing Management, Vol. 33 No. 6, pp. 475-489.

  5. Zineldin, M. (2006), “The royalty of loyalty: CRM, quality and retention”, Journal of Consumer Marketing, Vol. 23 No. 7, pp. 430-437.

  6. Wilson, H., Daniel, E. and McDonal, M. (2002), “Factors for success in customer relationship management (CRM) systems”, Journal of Marketing Management, Vol. 18 No. 2, pp. 193-219.

  7. Schultz, D. (2000), “Learn to differentiate CRM's two faces”, Marketing News, Vol. 34 No. 24, p. -.

  8. Dagger, T.S., David, M.E. and Ng, S. (2011), “Do relationship benefits and maintenance drive commitment and loyalty?”, Journal of Services Marketing, Vol. 25 No. 4, pp. 273-281.

  9. John William, A and Prabakar, S (2012). “A Study on Customer Perception on Retail Service Quality in Select Organized Retail Stores in Coimbatore City”, International Journal of Retail Management and Research, Vol.2, No.3, pp.1-10.

Performance of Women Empowerment through Self Help Groups Viluppuram District
Dr.S.Pichaipillai Assistant Professor of Economics Periyar Arts College, Cuddalore, Tamil Nadu 607001
Pages: 60 | First Published: 05 Mar 2026
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Abstract

The present study is an attempt to analyse the role and performance of SHGs in promoting women’s empowerment in Viluppuram District of Tamilnadu. The broad objective of the study into analyses the operating system of SHGs for mobilization of saving, delivery of credit to the needy, management of group funds, repayment of loans, in building up leadership, establishing linkage with banks and examines the social benefits derived by the members. In order to collect and gather primary data, field observation and structured questionnaire survey methods were employed. In addition, information was also collected through discussions and interviews with local NGOs and government’s grass roots level workers. The study reveals that SHGs had set a new agenda for financial intermediation by banks in the form of micro-credit. By the formation of SHGs, credits are demanded for various purposes (domestic, health, festivals, repayment of old debts, investment, etc.). Similarly different economic activities are undertaken by the SHG members after joining the group. Habits of savings, economic independence, self- confidence, social cohesion, asset ownership, freedom from debt, additional employment, etc. benefits are derived by the SHG members. Thus, SHGs have served the cause of women empowerment, social solidarity and socio-economic betterment of the poor for their consolidation. Microfinance programs like the Self-Help Bank Linkage Program in India have been increasingly promoted for their positive economic impact and the belief that they empower women. However, only a few studies rigorously examine the link between microfinance adwomen’s empowerment. This paper contributes by arguing that women empowerment takes place when women challenge the existing social norms and culture, to effectively improve their wellbeing.

Key Words: Self-Help Group, Woman Empowerment, Rural Empowerment, Shantiniketan, Self-Reliant Village Economy, CDP, Direct Attack on Poverties Classification Code: ROO

References

  1. Bosch, Ellie (2010), Micro-finance: New Wine in a New Bottle, A Supplementing Role for Cordaid and IICO,

  2. Cheston, Susy and Lisa Kuhn (2002), “Empowering Women through Microfinance”, Unpublished Background Paper for the Micro-credit Summit 15, New York, 10-13 November (www.microcreditsummit.org).

  3. Dasgupta, Rajaram (2005). “Microfinance in India: Empirical Evidence, Alternative Models and Policy Imperatives”, Economic and Political Weekly, 19 March.

  4. Kabeer, N. (2010), “Resources Agency Achievements: Reflections on the Measurement of Women’s Empowerment – Theory and Practice”, SIDA Studies, No. 3.

  5. Kapoor, Pramilla (2001), Empowering the Indian Women, Publications Division, Ministry of Information and Broadcasting, Government of India.

Ethical communication in Sustainable marketing: a Perspective of Dalits
K.Prabu Ph.D. in Philosophy, Sunrise University, Alwar, Rajasthan, India.
Pages: 69 | First Published: 05 Mar 2026
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Abstract

Sustainable marketing has increasingly gained prominence in contemporary business discourse, emphasising environmental stewardship, stakeholder responsibility, and ethical branding. However, existing sustainability frameworks often prioritise ecological performance and corporate transparency while inadequately addressing structural social and caste-based inequalities embedded within market structures. Ethical communication is frequently reduced to disclosure practices and anti-greenwashing mechanisms, overlooking its normative role in shaping inclusion, dignity, and participatory representation.

The present study develops a justice-oriented communication framework by synthesising the social justice perspective of Dr. B. R. Ambedkar, the dignity-centred critique of Gopal Guru, and J. C. Kumarappa’s ecological moral economy. Through conceptual analysis, the study argues that sustainability communication must move beyond symbolic inclusion towards participatory and dignity-based green narratives. The proposed framework positions ethical communication as the integrating axis linking environmental sustainability, economic ethics, and structural social equality. The study contributes to sustainable marketing theory by expanding the ethical foundations of green narratives and reframing sustainability communication as a democratic and socially transformative practice.

Keywords: Sustainable Marketing; Ethical Communication; Dalit Philosophy; Social Justice; Dignity; Green Narratives; Inclusive Sustainability Communication

References

  1. Ambedkar, B. R. (2014). Annihilation of caste. (Original work published 1936).
    Belz, F. M., & Peattie, K. (2012). Sustainability marketing: A global perspective. Wiley.

  2. Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143–163.
    Guru, G. (2002). How egalitarian are the social sciences in India? Economic and Political Weekly.

  3. Kumarappa, J. C. (1945). Economy of permanence.
    Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson.
    Sen, A. (1999). Development as freedom. Oxford University Press.

From Theory to Practice: Narrative Case Study Analysis for AI-Powered Personalization in Sustainable Branding Strategies
Dr. N. Ramu Professor, Department of Commerce, Annamalai University. Renjitha Johnson Research Scholar, Annamalai University, Annamalai nagar.
Pages: 74 | First Published: 05 Mar 2026
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Abstract

Generative AI for Eco-Friendly Campaigns: Case Studies in Digital Marketing Innovation is a detailed review that looks at how generative artificial intelligence connects sustainability ideas with real-world, large-scale environmental marketing efforts. The main goal is to create a GenAI Green Marketing Maturity Model that shows how companies move from just meeting basic environmental rules to running advanced campaigns that actually help the environment. This study answers three key questions: How can GenAI help create highly personalized sustainability messages for a large audience? What frameworks can turn green marketing theory into real business results? And how can we manage ethical risks when using AI to make environmental claims? The review uses a careful method of putting together stories from 5 Indian case studies published between 2023 and 2026, covering businesses in retail, everyday consumer goods, and technology. Examples include ITC's AI system that personalizes eco-friendly packaging, Reliance Retail's tool that predicts what customers prefer for sustainability, and Tata Consumer Products' AI-powered tool for creating eco-friendly campaigns. These examples show real results: ITC reduced waste by 28% using personalized packaging suggestions, Reliance Retail saw a 22% increase in green product adoption through customer insights, and Tata's GenAI campaigns led to 35% better engagement with sustainability messages. The study recommends training AI systems with environmental, social, and governance values, making sure claims are clear, combining customer engagement with emissions data, and setting up teams to handle risks like misleading green claims and high energy use in AI.

Key words: Generative AI, Sustainable marketing, green marketing, Personalization, Maturity model, Digital transformation.

References

  1. Jadhav, R., & Menon, S. (2024). AI, persuasion, and greenwashing risks in digital marketing. Journal of Business Ethics, 189(2), 345–362.

  2. Janhonen, A., & Uusitalo, O. (2024). Generative AI and sustainable consumption narratives. Sustainable Marketing Review, 6(1), 21–39.

  3. Kaplan, A., & Haenlein, M. (2023). Rethinking marketing in the age of generative AI. Business Horizons, 66(6), 789–802.

  4. Kumar, S., & Nair, V. (2025). AI-driven sustainable logistics: A case study of ITC Limited. International Journal of Research and Analytical Reviews, 12(1), 112–125.

  5. Leonidou, L. C., & Skarmeas, D. (2017). Gray shades of green: Causes and consequences of green skepticism. Journal of Business Ethics, 144(2), 401–415.

  6. Ottman, J. (2017). The new rules of green marketing. Berrett-Koehler.

  7. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophecy?    Qualitative Market Research, 8(4), 357–370.

  8. Reliance Retail. (2025). Annual report 2024–25.

  9. Tata Consumer Products. (2025). JaagoRe: AI for green action campaign report.

  10. Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121.

Green Marketing Strategies for Select Consumer Durables Goods in Kanchipuram
G. Subhasri Assistant Professor and Head, Department of Commerce (CA), Vidhya Sagar Women's College Chengalpattu,
Pages: 130 | First Published: 05 Mar 2026
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Abstract

Environmental concern as the combination of marketing management discipline has appeared recently and inconsistently. The nucleus and essential elements of green marketing is sustainability in all spheres of business.  Green marketing isabout marketing a product or service having eco-friendly feature and aiming at win-win situation for both consumers and organizations. The study on green marketing is important because as human beings, our dwelling place is environment. For the temporary benefits of human race, humans are involved in polluting the environment. Hence, the efforts of corporate in attaining sustainability are studied through green marketing strategies of durable goods manufacturing sector. The study is conducted with objectives to identify the parameters influencing companies to take up green marketing, to assess the relative strength of Green Marketing Mix Strategies (GMMS), to evaluate the GMMS adopted, to analyze the impact of GMMS on marketing performance, to identify the perception of dealers towards green marketing adopted by respective companies and understanding the factors influencing consumers to take up green products.

The findings revealed that the major four parameters influencing companies to take up green marketing are ‘Environmental Concern’, ‘Marketing Performance’,   ‘CSR’ and ‘Process’. On the whole, Product related GMMS was given more importance by the selected companies. The marketing performance of the selected companies was more influenced by Place and promotion related GMMS. The dealers of selected companies had positive response towards GMMS adopted by their parent companies. From the view point of consumers, it was noticed that ‘environmental concern’, ‘product’ and‘promotion’ were the three important factors that influence consumers to take up green products. Further, suggestions are given based on findings followed by general discussion, future perspective of green marketing; implications tomanagers and direction for future research are discussed in detail. To conclude, green marketing plays a vital role in environmental management of any country. Development of eco-friendly products and service is a trend seen throughout the world. Polluted environment implies an increased burden on society in terms of health, hygiene and cost which impact on countries economy. Companies are spending huge amount of money on research and development to introduce green/ eco-friendly products in the market.  To recover the same cost and protect the environment, marketing of green products is very important without indulging in green washing.

References

  1. AlastairIles(2008),‘Shifting to Green Chemistry: TheNeed forInnovations in Sustainability Marketing’ BusinessStrategy andthe Environment, 17, 524–535, published online 21 July2006 in WileyInter Science.

  2. Alderson W.,Marketing Behaviorand Executive Action, Irwin, R.D., Homewood, Illinois, 1957.

  3. Anderson, W.  T., &Cunningham, H.  (1972), ‘The socially conscious consumer’.  Journal of Marketing, 36, pp 23–32.

  4. Anh-Thu Ngo, Gale  E.  West andPeter H.  Calkins (2009),  conducted  a  study on ‘Determinantsof Environmentally Responsible Behaviours for Greenhouse GasReduction’, International Journal of Consumer Studies 33, pg. no. 151–161.

  5. Armstrong, G.,Kotler, P. (2007),‘Marketing: An Introduction’, 8thEdition, Pearson PrenticeHall, USA.

  6. Arndt, Johan and Helgesen, Thorolf (1979),"Marketing of Ecologically Compatible Products: Public Policy Issues anda Market Test," in1979 Educators' Conference Proceedings, ed. Neil Beckweith et. al., Chicago: American Marketing Association, 594-597.

  7. Arnt Meyer (2001),‘What's in itfor the customers? Successfully marketing green clothes’, BusinessStrategy andthe Environment, Volume 10, Issue 5, pages 317–330.

Value Creation in School Education - Transforming through Emotion AI
G. Vidyashankar, Dr. Loveena Arickswamy, R. Venkatesakumar
Pages: 140 | First Published: 05 Mar 2026
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Abstract

In today's competitive world schools need to find innovative ways to add value apart from traditional academic offerings. In this research we have explored how ‘EmotionAI Powered Positivity Tracker (EPPT), an EmotionAI based positivity assessment serves as a tool not only for student’s wellbeing but also provides a strategic marketing advantage.  Using the AI Powered facial emotion recognition technology, on examining the data collected from 162 teen age students in India we did K means clustering.   We focused on ten personality traits which includes Emotional Regulation, Sense of Purpose, Self-Awareness, Healthy Lifestyle, Adaptability, Leadership, Self-Management, Resilience, Interpersonal Skills, and Decision Making.    To assess the relationship between personality traits with Positivity Score, the students with higher developed personality traits (Cluster 2; N=77; M=70.79 and SD =7.29) had significantly higher positivity score then with less development.  (Cluster1; N=84, M=66.65 and SD=7.97)

Once we position in the school positioning requirements, the results state that higher personality traits will lead to measurable improvements in wellbeing, which will offer schools evidence based value propositions for parents.   By identifying at-risk students, delivering preventive interventions and showcasing improvements in teen positivity the schools can achieve trust among parents, brand differentiation, and edge in enrolment. 

Keywords: Value Creation, Emotion AI, Personality Traits, Positioning, Positivity

References

  1. Becker, B. E., & Luthar, S. S. (2002). Social-Emotional factors affecting achievement outcomes among disadvantaged students: Closing the achievement gap. Educational Psychologist, 37(4), 197–214. https://doi.org/10.1207/s15326985ep3704_1

  2. Ahuja, S., Cahill, J., Hartfield, K., & Whorton, M. R. (2021). Inhibition of CMP-sialic acid transport by endogenous 5-methyl CMP. PLoS ONE, 16(6), e0249905.

  3. Caceres, C. (2024, August 29). How to include and enhance student wellbeing in schools. T4 Education.

  4. Edtech Books. (2017). Why is wellbeing important in schools? Edtech Books Open Textbook Library.

  5. Livingstone, S. R., & Russo, F. A. (2018). The Ryerson Audio-Visual Database of Emotional Speech and Song (RAVDESS): A dynamic, multimodal set of facial and vocal expressions in North American English. PLoS ONE, 13(5), e0196391. 

  6. Fredrickson, B. L. (2001). The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. American Psychologist, 56(3), 218–226. https://doi.org/10.1037/0003-066x.56.3.218

  7. FSE Design. (2024, October 29). How independent schools can market effectively to attract parents considering private education. FSE Design Blog.

  8. Greenwood High. (2026, January 11). How to choose the right school for your child | Parent guide. Greenwood High Blog.

  9. Hanover Research (2023). Parent School Selection Criteria Survey. Hanover Research Reports.

  10. Kapoor, A., & Verma, V. (2024). EMOTION AI: UNDERSTANDING EMOTIONS THROUGH ARTIFICIAL INTELLIGENCE. International Journal of Engineering Science & Humanities., 14(Special Issue 1), 223–232. 

  11. Kuhn, E. S., et al. (2014). Family support programs and adolescent mental health: Review of evidence. Community Mental Health Journal, 50(7), 797-808. https://doi.org/10.1007/s10597-013-9666-x. (n.d.).

  12. Kokkonen, M., & Pulkki-Råback, L. (2014). Strong sense of coherence, personality, and social support are connected to health-related quality of life. Social Psychiatry and Psychiatric Epidemiology, 49(3), 455-462. (n.d.).

  13. MorphCast. (2025, December 1). MorphCast | Energy-Efficient Server-Free Frugal Facial Emotion AI.

  14. MorphCast. (2025b, December 2). Face Emotion AI Provider.

  15. Morris, J., & Morris, J. (2025, June 11). Private K-12 School Marketing Strategies to Connect with Families. Ravenna by VenturEd Solutions.

  16. Morris, J., & Morris, J. (2025b, August 25). Ravenna Workshops: Learning how to Increase Enrollment in Private Schools together. Ravenna by VenturEd Solutions. https://www.ravennasolutions.com/blog/ravenna-enrollment-workshops/

  17. Rahikainen, A. (2025, September 17). The Finnish Formula: Why Student Wellbeing is Your School's Competitive Advantage. Vision Finland.

  18. Romanelli F, Cain J, Smith KM. Emotional intelligence as a predictor of academic and/or professional success. Am J Pharm Educ. 2006 Jun 15;70(3):69.

  19. Romero, C., & Ventura, S. (2012). Data mining in education. Wiley Interdisciplinary Reviews Data Mining and Knowledge Discovery, 3(1), 12–27. 

  20. Schneider, B. (2025, March 19). The Role of Data in School Marketing: How to Make Informed Decisions | SchneiderB Media. SchneiderB Media. /

  21. Seligman, M. E. P., & Csikszentmihalyi, M. (2000). Positive psychology: An introduction. American Psychologist, 55(1), 5–14.

  22. Merrell, K. W., Juskelis, M. P., Tran, O. K., & Buchanan, R. (2008). Social and Emotional Learning in the Classroom: Evaluation of Strong Kids and Strong Teenson Students’ Social-Emotional Knowledge and Symptoms. Journal of Applied School Psychology, 24(2), 209–224. https://doi.org/10.1080/15377900802089981

  23. Soong, P. (2023, April 11). Marketing a school: importance of branding and reputation.

  24. Why emotional intelligence matters more than IQ in schools. (n.d.).

  25. Ucl. (2025, September 17). Artificial intelligence still lags behind humans at recognising. UCL News.

  26. World Health Organization: WHO. (2025, September 1). Mental health of adolescents.

  27. Mental health of young people: a global public-health challenge. (n.d.). In The Lancet (Vol. 369, pp. 1302–1303).

Perception of the Services in Life Insurance Corporation of India among the Tea Plantation Workers in Valparai Taluk
S.Vijayakumar Assistant Professor of Commerce, Department of Business Administration, Selvamm Arts and Science College (Autonomous), Namakkal – 637003.
Pages: 161 | First Published: 05 Mar 2026
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Abstract

The current document aims to explore the belief and hopes regarding the services provided by LIC within the tea plantations located in Coimbatore District, Tamil Nadu. Agricultural plantations typically require substantial labor involvement. In today’s competitive landscape, it is crucial to extend life insurance coverage, especially to rural regions and to those who are socially and economically disadvantaged, to ensure all insurable individuals in the nation are reached. It is essential to promote and instill saving practices among the rural and underprivileged demographics to alleviate existing regional inequalities. The research found that the Life Insurance Corporation of India presents a variety of plans designed to address diverse requirements. However, workers in the tea plantations tend to select only one specific plan. Their earnings are quite low, and many lack awareness about the array of policies available from LIC due to insufficient education and information. Significant challenges they encounter include the lengthy terms and the high premium costs associated with the policies. Additionally, the concern about private insurance companies dominating the market has been exaggerated in certain regions. Similarly, policyholders are also drawn to various private insurance options such as ICICI Prudential, Bajaj Allianz, Birla Sun Life, among others. Therefore, it is essential for LIC to focus not only on the advantages for policyholders but also on capturing a share of the market in a competitive landscape by providing sufficient services to underprivileged communities and the most remote areas, like those in the plantation industry. 

References

  1. Michael Theil, “Demographic Variable and the Appraisal of Insurance: The Case of Assistance Products”, Journal of Risk Management and Insurance, Vol. 6, 2001, P. 16-25.

  2. Arunajatesan, “Insurance in India and Future Prospects”, Management Matter, Sept.2002, P-53-55. 

  3. Ashok Thampy and Sitharama, S., “Life Insurance Potential in India-An Economic Approach”, Vision: The Journal of Business Perspective, July-Dec. 2002, P.11-18. 

  4. Bajpal, G.N., “The Challenges before the Insurance Industry in India”, Published by the A.D. Shroff Memorial Trust, Mumbai 2002. 

  5. Thiripurasundari, K., “Attitude of Policyholders towards LIC”, Kisan World, Vol. 29, No. 5 May 2002, P. 21. 

  6. Mony, S.V., “New Initiatives in the Insurance Sector: Opportunities and Challenges”, Vikalpa, Vol. 30, No. 3, September 2005.

  7. Keerthi, P. and Vijayalakshmi, R., “A Study on the Expectations and Perceptions of the Services in Private Life Insurance Companies, SMART Journals, Vol. 5, 2009. 

  8. Selvavinayagam, K. and Mathivanan, R., “A Study on Policyholders Preference and Satisfaction of Services Rendered by Selected Life Insurance Companies in Tamilnadu, Namakal District”, International Journal of Marketing and Trade Policy, Vol. 2, No.1-2, (Jan-Dec. 2010): 47-56.

  9. Ramanathan, K.V., A Project on “A Study on Policyholders Satisfaction with Special Reference to Life Insurance Corporation of India, Thanjavur Division, Bharathidasan University, 2011. 

Investment Pattern of Investors in Chennai - An Empirical Study Structural Equation Modelling - Path Analysis
S. Akshaya Ph.D., Research Scholar,Dr.R.Mayakkannan Associate Professor and Research Supervisor, P.G and Research Department of Commerce, Sri Sankara Arts and Science College, Enathur, Kanchipuram -631561.
Pages: 169 | First Published: 05 Mar 2026
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Abstract

The stock market investment is dependent on various elements and it needs significant expertise to involve as well as earn significant returns. There are various studies that have given numerous ways to assess the behavior of the investors in the stock market. The Indian Scenario has given ways to examine the elements of the stock market investment. The qualitative perception of the stock market investors tends to change from time to tome which has to be assessed at regular intervals. The role of qualitative assessment will help to understand the elements that have a significant influence on the mindset of the investors. This study was an effort to examine the various elements that have an impact on the investment pattern of investors in Chennai district. The study has conducted a survey using the structured interview schedule based on the primary data. The study has used the opinions of 384 investors in study area who have been involved in the stock market investment. The exploratory factor analysis was used to arrive at the various major elements that influence the investment pattern.

Keywords: Investment Pattern, Structural Equation and Stock Market

References

  1. R.Mayakkannan (2018) Impact of Buying Behaviour of Consumers towards Instant Food Products in Chennai District; International Journal of Pure and Applied Mathematics Volume 119 No. 12 2018, 16279-16286; ISSN: 1314- 3395 (on-line version)url:http: Yoganandan, G. (2015). Carrying out and understanding MBA Students’ summer project - A practical guide. The International Journal of Business & Management, 3(1), 73-76.

  2. Raman, M., Kaliappen, N., Suan, C.L. A Study on Machine Learning Classifier Models in Analyzing Discipline of Individuals Based on Various Reasons Absenteeism from Work 2020 International Conference on Decision Aid Sciences and Application, DASA 2020, 2020, pp. 360–364, 9317017

  3. Thiruchelvam, C., & Mayakkannan, R. (2011) An Empirical Study of Indian Individual Investor's Behavior. Singaporean Journal Scientific Research, Vol.4, No.2, pp.315- 322.

  4. Thiruchelvam, C., &Mayakkannan, R. (2011) An Empirical Study of Indian Individual Investor's Behavior. Singaporean Journal Scientific Research, Vol.4, No.2, pp.315- 322.

  5. Thiruchelvam, C., &Mayakkannan, R. (2011) An Empirical Study of Indian Individual Investor's Behavior. Singaporean Journal Scientific Research, Vol.4, No.2, pp.315- 322.

  6. Dr.S.Chinnammai and Bathmanaban (2016) A Study on Agriculture Contribution in GDP; Emperor International Journal of Finance and Management Research PP 459-466

  7. S Chinnammai(2005) Effects of globalization on education and culture; ICDE International Conference; November 19-23, 2005, New Delhi

  8. Srinivasan Chinnammai(2013) A Study on currency and coinage circulation in India; International Journal of Trade, Economics and Finance; Volume 4 Issue 1 Pages 43 Publisher IACSIT Press

  9. Dr.Vijayakumar N and R.Mayakkannan (2020) impact on risk quantification of indian equity markets adopted by beta analysis; Turkish Journal of Physiotherapy and Rehabilitation; 32(2) ISSN 2651-4451 | e-ISSN 2651-446X.

A Study on Agriculture credit by Commercial Banks in Kanchipuram District
R. Thiruvarasamurthy Ph.D., Research Scholar,Dr.R.Mayakkannan Associate Professor and Research Supervisor P.G and Research Department of Commerce, Sri Sankara Arts and Science College, Enathur, Kanchipuram -631561.
Pages: 175 | First Published: 05 Mar 2026
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Abstract

The current study seeks to emphasize the all-encompassing nature of agricultural loans provided by commercial banks within Kanchipuram District and examines the repayment behaviors of borrowers. The aim of these commercial banks is to effectively cover specific regions to address the credit requirements of the priority sector, particularly those related to agricultural financing, while also ensuring proper oversight over loan utilization. Kanchipuram district features numerous villages and covers extensive agricultural land. The primary livelihood for the rural community in this district is agriculture. Therefore, a thorough investigation of these challenges and issues is vital. This rationale underpins the choice of focusing on the role of commercial banks in extending agricultural credit within Kanchipuram district.

Keywords: Crop loan, Commercial bank, Agriculture lands. Etc.,

References

  1. Agarwal and Kundanlal, Rural Economy of India, Vikas Publishing House Pvt. Ltd., New Delhi, 1990.

  2. Berkeley Hill and Derik Ray, Economics of Agriculture, Food, Farming and Rural Economy, Prentice Hall of India, 1987. 

  3. Desai, A Study of Rural Economics and Credit, Ashish Publishing House, New Delhi, 1981.

  4. Dhawan, B.D., Studies in Agricultural Investments and Rural Savings, Common Wealth Publishers, New Delhi, 1998. 

  5. Dhnodyal, S.P. and Tandon, R.K., Principles and Methods of Farm Management, Achal Prakashan Mandir, Kanpore, 1967. 

  6. Heady, E.O. and Dillon, J.L., Agricultural Production Functions, Kalyani Publications, Ludhiana, 1961.

  7.  Herrick, J., Rural Credit, Asia Publishing House, Bombay, 1953.

  8. Hopkin, J.A., Barry, P.G. and Baker, C.B., Financial Management in Agriculture, The Interstate Printer and Publisher, Inc., New York, 1973. 

  9. Ishwar C.Dhingara, The Indian Economy, Environment and Policy, Sutan Chand and Sons, Mumbari, 1997. 

  10. Madani, G.M.K., Introduction to Econometrics, Principles and Applications, Oxford and IBH Publishing Co. Pvt. Ltd., New Delhi, 1988.

  11. Mathur, B.S., Co-operative in India, Shaitya Bhavan, Agra, 1994. 

  12. Mellor, J.W., The Economics of Agricultural Development, Asia Publishing House, Bombay, 1992. 

  13. Melvin, G.Blasé, Institution in Agricultural Development, The Iowa State University Press, Amer, 1971.

  14. Agarwal, M.L. and Kumawat, R.K., “Potentialities of Increasing Farm Income Through Credit and New Technology”, Agricultural Situation in India, Vol.28, No.9, 1974.

  15. Alhavale, M.S., Yadav, K.S. and Mishra, J.P., “Green Revolution and Short-Term Co-operative Credit – A Study in Two Districts of Madhya Pradesh”, Indian Journal of Agricultural Economics, Vol.26, No.1, 1971.

  16. Anderson, J.R. and Joblhs, N.S., “Cobb-Douglas and Related Myths”, Economic and Political Weekly, Review of Agriculture, June 1973. 

  17. Ashok Gulati and Seema bathala, "Capital Formation in Indian Agriculture", Economic and Political Weekly, vol.XXXVI, No.20, May 19, 2001.

  18. Banker, C.P. and Holcomb, J.M., “The Emerging Financial Problems in Changing Agriculture”, Journal of Farm Economics, Vol.46, No.5, 1969.

  19.  Bedi, I.S. and Saxena, P.B., “Improved Agricultural Practices: Behaviouristic Pattern of Farmers in Punjab and Uttar Pradesh”, A.I.C.C. Economic Review, Vol.16, No.21, 1965. 

  20. Bhargava, V.K. and Shah, S.L., “A Study of Credit Requirements and Advances to Farmers in Patiala District”, Indian Journal of Agricultural Economics, Vol.23, No.3, 1968.

  21. Chitranjan, “Credit Rationing – A Perspective”, Financing Agriculture, Vol. XVIII, No.324, July-December 1986. 

  22. Chow, G.C., “Tests of Equality between Sets of Co-efficient in Two Linear Regressions”, Econometrical, Vol.28, No.3, July 1960.

Examination of Historical Data on Maritime Search and Rescue Incidents
D. Shanmugam Research Scholar, Department of Commerce, Annamalai University. Dr. N.Ramu Professor, Department of Commerce, Annamalai University.
Pages: 188 | First Published: 05 Mar 2026
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Abstract 

The Canadian Coast Guard has maintained a database of maritime search and rescue (SAR) incidents involving response personnel and assets since the 1980s. This information is stored in a national system known as the Search and Rescue Program Information Management System (SISAR). The SISAR database records all major incidents that occur within Canada’s coastal SAR regions, documenting them with both spatial and temporal details. As a result, it serves not only as a record of response operations but also as a valuable historical dataset that analysts can use to support various decision-making processes. This paper shows how SISAR incident data can be used to identify and visualize temporal and spatial patterns in maritime SAR incidents. Temporal trends were examined using annual, monthly, and hourly time scales, while spatial patterns were analysed by considering the location and density of incidents. Several visualization techniques are presented to help explore and interpret the SISAR dataset effectively. In addition, the chapter briefly discusses several important topics related to the analysis of SAR incidents. These include underreporting within incident databases, the sharing of national SAR incident data, and the integration of environmental factors with accident data. Incorporating environmental information can provide greater context for historical SAR incidents and contribute to more accurate estimates of SAR response times.

Keywords Data analytics · Incident analysis · Search and rescue and Visualization

References

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  2. Akbari, A., Pelot, R., & Eiselt, H. (2018). A modular capacitated multi-objective model for locat- ing maritime search and rescue vessels. Annals of Operations Research, 267(1), 3–28.

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  5. David, A., & Tauro, C. (2015). Web 3D data visualization of spatiotemporal data using data driven document (D3js). International Journal of Computer Applications, 111(4), 42–46. ESRI ArcGIS. (n.d.) Albers equal area conic projection (ArcMap 10.7). 

    http://desktop.arcgis.com/ en/arcmap/latest/map/projections/albers-equal-area-conic.htm. Accessed 2 July 2019.

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Impact on Entrepreneurial Intention among Women Students of Higher Education Institutions in Tamilnadu
J Deepa Ph.D., Research Scholar, Dr.R.Mayakkannan Associate Professor and Research Supervisor P.G and Research Department of Commerce, Sri Sankara Arts and Science College, Enathur, Kanchipuram -631561.
Pages: 205 | First Published: 05 Mar 2026
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Abstract

Every civilization needs entrepreneurship since it is the engine of employment, growth, and competitiveness. Given the significance of entrepreneurial education in the modern world, this study is pertinent. Despite the dearth of conclusive scientific research on the effects of entrepreneurship education on its participating students, the number of entrepreneurship programs is rising. The majority of research focuses on the value of entrepreneurship rather than addressing the issue of the next generation of female students who will be tomorrow's driving forces and important company leaders. This study focuses on the important variables that directly influence women students' intentions to pursue entrepreneurship through educational programs, despite the growing body of literature on the subject.

Keywords: entrepreneurship intention, attitudes, perceived behavioral control and higher education

References

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  2. Bird, B. (1988). Implementing Entrepreneurial Idea: The Case for Intention. Academy of Management Review, 13(3), 442-453.

  3. Bruyat, C., & Julien, P.-A. 2001. Defining the field of research in entrepreneurship. Journal of Business Venturing, 16(2): 165.

  4. Busenitz, L. W., West Iii, G. P., Shepherd, D., Nelson, T., Chandler, G. N., &Zacharias, A. 2003.Entrepreneurship Research in Emergence: Past Trends and Future Directions. Journal of Management, 29(3): 285-308.

  5. Elfving, J., Brännback, M., & Carsrud, A. (2009). Toward A Contextual Model of entrepreneurial Intentions. International Studies in Entrepreneurship, 24, Part 1, 23 – 33.

  6. Frazier, B. J., & Niehm, L. S. (2006). Predicting the entrepreneurial intentions of non-business majors: A Preliminary Investigation. Paper presented at the USASBE/SBI Conference, Tucson, AZ,January 14-17.

  7. Leong, C. K. (2008). Entrepreneurial Intention: An Empirical Study Among Open University Malaysia Students. Dissertation, Open University Malaysia Center for Graduate Studies.

  8. Liñán, F. (2004). Intention-based models of entrepreneurship education. Piccolla` Impresa/Small Business, 3, 11–35.

  9. Liñán, F., & Chen, Y. W. (2009). Development and cross-cultural application of a specific instrument to measure entrepreneurial intentions. Entrepreneurship Theory & Practice, 33(3), 593-617.

  10. Oosterbeek, H., Praag, M. V., & Ijsselstein, A. (2010). The impact of entrepreneurship education on entrepreneurship skills and motivation. European Economic Review, 54(3), 442–454.

  11. Peterman. N. E., & Kennedy. J. (2003). Enterprise Education: Influencing Students “Perceptions of Entrepreneurship. Entrepreneurship: Theory and Practice, 28(2), 129-144.

  12. Scholten, V., Kemp, Ro., & Omta, O. (2004). Entrepreneurship for life: The entrepreneurial intention among academics in the life sciences. Paper presented at the European Summer University Conference 2004, Enschede, Netherlands.

  13. Junaid .K.C, Divya .N.V Mohamed Riyas Kozhikkattil (2019) Employee to Entrepreneur Transition Trends and Financing of SMEs in Indian Tourism Industry, Emperor Journal of Economics and Social Science Research [EJESSR] - ISSN No. 2581-8643 (O) Volume - I    Issue - 4    April – 2019; DOI - http://doi.org/10.35338/EJESSR.2019.1401

  14. K. A. Dharshini  Dr. S. Muthulekshmi (2019) A Study on the Development of Micro-Entrepreneurs Through Growth Strategy in Digital ERA in reference with Nagercoil Town; Emperor Journal of Economics and Social Science Research [EJESSR]-ISSNNo.2581-8643
    Volume - I Issue - 6 June – 2019 DOI - http://doi.org/10.35338/EJESSR.2019.1603

  15. M. R. Prema (2019) An Overview of Green Entrepreneurs in Kanyakumari District; Emperor Journal of Economics and Social Science Research [EJESSR]-ISSNNo.2581-8643
    Volume - I Issue - 6 June – 2019; DOI - http://doi.org/10.35338/EJESSR.2019.1605

Productivity Efficiency of Sugarcane Cultivation in Tiruchirapalli District
A. Rajan Ph.D., Research Scholar, Dr.R.Mayakkannan Associate Professor and Research Supervisor, P.G and Research Department of Commerce, Sri Sankara Arts and Science College, Enathur, Kanchipuram -631561.
Pages: 216 | First Published: 05 Mar 2026
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Abstract

In recent years, farmers in India have expanded sugarcane cultivation at a notable compound growth rate, with the country contributing approximately 23.25% of the world’s total sugarcane production. Sugarcane output in India increased from 226 million tonnes to 280 million tonnes during the period 1999–2007 to 2007–2024, largely due to improvements in both the cultivated area and crop yield. During the same period, the area under sugarcane cultivation expanded from 3.4 million hectares to 3.9 million hectares. The average yield also showed a slight improvement, rising from 65.6 tonnes per hectare in 1999–2024 to 71.1 tonnes per hectare. In 1998–1999, the global figures for sugarcane cultivation recorded 4.1 million hectares of area, 296 million tonnes of production, and an average yield of 72.6 tonnes per hectare. Several factors influence sugarcane cultivation and its productivity. Tiruchirapalli district, which has traditionally held a significant position in sugarcane production, has the potential to further strengthen its performance. This study therefore examines the impact of various factors affecting sugarcane cultivation, particularly in relation to farmers’ characteristics and farming conditions. The main objective of this research is to evaluate the productivity efficiency of sugarcane cultivation in Tiruchirapalli District and to identify the key factors that influence production and yield. The study focuses on sugarcane cultivation in selected blocks of Tiruchirapalli District and is based primarily on secondary data. Information was collected regarding the area under cultivation, production levels, and yield of sugarcane in the district. Additionally, the study attempts to understand the socio-economic background of sugarcane farmers in the research area. Based on the findings, the study also proposes appropriate remedial measures to address the challenges faced in sugarcane cultivation in the district.

Keywords: Sugarcane, Growth Production, Productivity Efficiency

References

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  4. Arnold Zellner, (1962) "An Efficient Method of Estimating Seemingly Unrelated Regression and Test of Aggregation Bank, Journal of American Statistical Association, Vol.57, No.2.

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  6. Bajpai, P.K. furthermore, Venugopalan, R. (1996). Determining Sugarcane Production by Time Series Modeling. Ind. Jour. Sugarcane Tec., 11(1): 61-65.

  7. Balakrishnan, M., Meena, K. Furthermore, Shanmugasundram, S. (2025). Fake Neural Networks (ANN) for an expectation of coconut yield. Measurements and Applications. 3(1 &2): 87-92.