VOLUME 9 Issue-2 VOLUME - 9 ISSUE - 2 FEBRUARY- 2026

6. A STUDY OF THE FACTORS THAT AFFECT THE IMPULSE BUYING OF WOMEN CONSUMERS AT VALANCHERY REGION

Author: Deepika KP

Impulse buying—unplanned purchasing triggered by emotional or situational cues—has become increasingly common. This study examines the factors that stimulate impulse buying among women consumers in Valanchery (Kerala), using primary data from 50 respondents and statistical tools including the chi-square test, Z-test for two proportions, and mean analysis. Results indicate no significant association between occupational status and impulse buying, and no significant difference between working and non-working women in preferring low prices.

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5. A STUDY ON FINANCIAL PERFORMANCE ANALYSIS OF SUN PHARMACEUTICAL

Author: Dr. D Ramesh Kumar, Mr Saravana Kumar

This study examines the financial performance of Sun Pharmaceutical Industries Ltd., one of India’s leading pharmaceutical companies, with the objective of evaluating its profitability, liquidity, solvency, and overall financial efficiency. The analysis is based on secondary data collected from published annual reports and financial statements for a selected study period.

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4. FACULTY READINESS AND ADAPTABILITY FOR TECHNOLOGY-ENABLED TEACHING IN B-SCHOOLS POST NEP 2020

Author: Anjali K V, Dr. C Sumathi

The National Education Policy (NEP) 2020 mandates a significant shift towards technology-enabled pedagogy in Indian higher education. However, the successful implementation of this policy relies heavily on faculty adaptability. This study investigates the determinants of faculty adaptability to digital teaching frameworks in Business Schools (B-Schools) post-NEP 2020, utilizing an Organizational Behavior lens.

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3. Customer satisfaction and consumer awareness of food delivery application

Author: V Krishnaveni, Dr.K. Singaravel

Food delivery apps, which provide convenience, a wide range of options, and smooth online transactions, have revolutionized the food service sector due to the quick development of digital technology. With an emphasis on elements including service quality, delivery time, cost, special offers, app usability, food quality, and customer support, this study investigates consumer awareness and customer satisfaction with regard to food delivery applications. Additionally, it assesses consumer knowledge of digital payment security, data privacy, cleanliness standards, discount policies, and return policies. The results show that while increased consumer awareness fosters trust, repeat business, and loyalty, prompt delivery, user-friendly interfaces, alluring discounts, and dependable service have a major impact on customer satisfaction.`

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2. CONSUMER BEHAVIOUR IN NEUROMARKETING

Author: Dr. Thamilselvi, Mrs. P.Vidhya Nandhini

In order to better understand consumer behavior beyond self-reported statistics, the interdisciplinary area of neuromarketing has arisen, combining neuroscience and marketing. The unconscious cognitive and emotional processes that affect consumer decisions are frequently missed by conventional marketing research techniques. Researchers can examine how customers' brains and bodies react to marketing stimuli by using neuromarketing methods including electroencephalography (EEG), functional magnetic resonance imaging (fMRI),

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1. AN APPLICATION OF THE TECHNOLOGY ACCEPTANCE MODEL TO EVALUATE APPAREL E-COMMERCE ADOPTION AMONG YOUNG MILLENNIALS

Author: Dr.B.Karthikeyan, Dr.P.Supraja

E-commerce technology has revolutionized consumer behavior by offering sophisticated tools for search, customization, and personalization. As these technologies evolve, they have become integral to the daily lives of consumers, particularly in India’s rapidly expanding online apparel market. To capitalize on this growth, e-retailers are leveraging smart technologies to enhance the digital shopping experience. This study utilizes the Technology Acceptance Model (TAM) to investigate the online clothing purchase habits of young millennials in Coimbatore. The proposed framework evaluates how utilitarian and hedonic factors drive consumer decisions. The findings indicate that both functional utility and emotional enjoyment significantly influence the online apparel purchasing behavior of this demographic.

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