Shanlax International Journal of Arts, Science and Humanities

A Study on the Influence of Price and Quality on Consumer Purchase Decisions of FMCG Products

K Aishwarya — 2026-11-10

Fast-Moving Consumer Goods (FMCG) are products that consumers purchase frequently, such as food items, beverages, personal-care products, household products, and other daily-use goods. Price and product quality are two important factors that consumers consider when selecting FMCG products. This study examines the influence of price and quality on consumer purchase decisions. The study focuses on consumers’ perceptions of reasonable price, affordability, product quality, reliability, value for money, and purchase intention. A descriptive research design is proposed, using a structured questionnaire administered to 100 consumers. Percentage analysis is used to understand consumer responses. Recent research indicates that perceived product quality, price sensitivity, and brand reputation are important factors influencing FMCG purchase intentions. Research on Indian consumers also indicates that perceived price and quality can play an important role in purchase intention. The study concludes that consumers generally consider both price and quality when making FMCG purchase decisions, although the importance of each factor may differ according to the product and consumer.

A Study on the Impact of Flexible Working Arrangements on Employee Satisfaction

S Jayakani — 2026-11-11

Flexible working arrangements have become an important practice in Human Resource Management. Flexible working includes flexible working hours, work from home, hybrid work, and other arrangements that provide employees with greater control over their working time and location. This study examines the impact of flexible working arrangements on employee satisfaction. It focuses on work-life balance, employee motivation, job satisfaction, productivity, and organisational support. Recent studies show that flexible working can improve employee satisfaction by providing greater freedom and helping employees manage work and personal responsibilities. However, the benefits may differ depending on the nature of the job, employee needs, workload, and management support. The study concludes that properly implemented flexible working arrangements can contribute to higher employee satisfaction and a better working environment.

A Study on Customer Engagement and Customer Loyalty in Retail Marketing

Madona M Devasia — 2026-11-10

Customer engagement and customer loyalty are important factors for the success of retail businesses. In a competitive retail market, customers expect good service, attractive offers, personalized communication and positive shopping experiences. This study examines the relationship between customer engagement and customer loyalty in retail marketing. The study is based on primary data collected from 100 retail customers through a structured questionnaire. Customer engagement was studied through interaction with retailers, satisfaction, communication, personalized offers and shopping experience, while customer loyalty was considered through repeat purchase, recommendation and preference for the same retailer. Percentage analysis and correlation analysis were used to analyse the data. The study finds that positive customer engagement contributes to stronger customer loyalty. The findings suggest that retailers can improve customer loyalty by providing quality service, maintaining regular communication, offering personalized benefits and creating positive customer experiences.

A Study on the Impact of Artificial Intelligence on Investment Decision-Making

V Monika — 2026-11-10

Artificial Intelligence (AI) is increasingly being used in financial services and investment activities. AI-based tools help investors analyse financial information, identify investment opportunities, understand market trends and receive automated recommendations. This study examines the impact of AI on investment decision-making among individual investors. The study uses primary data collected from 100 respondents through a structured questionnaire. Convenience sampling was used for selecting the respondents, and percentage analysis was used for analysing the data. The study focuses on AI awareness, AI-based investment recommendations, decision-making, investor confidence and behavioural factors. The results indicate that AI can support investors by providing quick information, reducing emotional influence and improving the investment decision-making process.

A Study on the Role of Green Marketing in Promoting Plastic Waste Collection

PV Preethy — 2026-11-10

Green marketing encourages consumers and businesses to adopt environmentally responsible practices. Plastic waste collection is an important activity for reducing pollution and supporting recycling. This study examines the role of green marketing in promoting plastic waste collection among consumers. Primary data were collected from 100 respondents through a structured questionnaire using convenience sampling. Percentage analysis was used to understand consumer awareness, green marketing communication, recycling motivation and willingness to participate in plastic waste collection. The findings show that green marketing messages can increase awareness and encourage consumers to participate in plastic waste collection. The study also highlights the importance of incentives, convenient collection facilities and clear environmental information in encouraging responsible plastic waste management.

Influence of Generative AI on the Performance of Entrepreneurs

G Mythili — 2026-11-10

Generative Artificial Intelligence (GenAI) has become an important technological tool for entrepreneurs and small businesses. Tools based on generative AI can help entrepreneurs create content, analyse information, generate business ideas, communicate with customers, support decision-making, and improve business processes. This study examines the influence of Generative AI on the performance of entrepreneurs. The study focuses on the use of GenAI for productivity, innovation, decision-making, marketing, and business development. Recent studies indicate that GenAI can improve entrepreneurial performance, but its impact is not the same for all entrepreneurs. The benefits depend on the entrepreneur’s knowledge, ability to use AI, type of task, organisational support, and ability to evaluate and implement AI-generated information. Therefore, GenAI should be considered as a supportive business resource rather than a replacement for entrepreneurial knowledge and judgement. The study concludes that effective use of GenAI can contribute to improved entrepreneurial performance when entrepreneurs possess adequate digital skills and use AI responsibly.

An Empirical Study on Occupational Stress Among Faculty Members in Chennai City

K Krishnasamy — 2026-11-10

Occupational stress is a common problematic among faculty members due to heavy workloads, administrative duties, research activities, deadlines, and student-related responsibilities. Faculty members often find it tough to balance teaching, examination work, paper evaluation, research, and personal life. This study scrutinizes occupational stress among faculty members in Chennai City and identifies the main causes of stress, including workload, research pressure, work-life balance, job security, and institutional support. The study follows a descriptive research design and collects primary data from 100 faculty members in selected higher educational institutions in Chennai using a structured questionnaire. Percentage analysis is applied to understand their opinions and experiences. The study highlights the need to reduce pointless work pressure, provide adequate institutional support, encourage professional development, and maintain a healthy work-life balance to help faculty members manage stress effectively.

A Study on Online Business and Customer Satisfaction

A Ramesh — 2026-11-10

Online business has become an important part of modern commerce because customers can purchase products and services conveniently through websites and mobile applications. Customer satisfaction depends on factors such as product quality, price, delivery, website usability, payment security and customer service. This study examines customer satisfaction towards online businesses using primary data collected from 100 online customers. Percentage analysis and correlation analysis are used to understand customer satisfaction and its relationship with online business service factors. The study indicates that convenience, product quality, delivery service and customer support play an important role in creating positive customer experiences. Recent studies also highlight the importance of platform quality, fulfilment, security, usability and service quality in online customer satisfaction.

The Role of Team Collaboration in Improving Organisational Productivity

DK Kowsalya — 2026-11-10

Team collaboration has become asignificant factor in improving organisational productivity, particularly in the Information Technology (IT) sector, where employees frequently work on interdependent projects requiring communication, knowledge sharing, coordination, and problem-solving. This study examines the role of team collaboration in improving organisational productivity in IT organisations. The study focuses on communication, cooperation, knowledge sharing, leadership support, use of collaborative technologies, and employee participation as important dimensions of teamwork. A descriptive research design is proposed, using a structured questionnaire administered to employees in IT organisations. For illustration, the analysis section presents percentage-based results from a hypothetical sample of 100 respondents. The results indicate that employees generally perceive effective teamwork as contributing to faster task completion, improved problem-solving, better knowledge sharing, higher employee satisfaction, and improved productivity. Existing research also indicates positive relationships between teamwork and team performance, including evidence from software-development teams and systematic reviews of teamwork interventions.The study concludes that organisations can improve productivity by developing effective communication systems, encouraging knowledge sharing, supporting collaborative technologies, and creating a positive team environment.

Digital Marketing Strategies and Their Effect on Consumer Purchase Decisions

V Mahalakshmi — 2026-11-10

Digital marketing has become an important part of modern business communication and has changed the way consumers search for information, compare products and make purchase decisions. Businesses use social media marketing, search engine marketing, content marketing, email marketing, influencer marketing and personalized advertising to reach consumers. This study examines the effect of digital marketing strategies on consumer purchase decisions. The study is based on primary data collected from 100 respondents. Data were collected through a structured questionnaire and analysed using percentage analysis. The study considers social media marketing, online advertising, content marketing, influencer marketing and personalized digital marketing as major strategies. The findings indicate that digital marketing provides consumers with product information, reviews, comparisons and promotional offers that can influence their purchase decisions. Recent research also shows that digital platforms, personalization, social proof, influencer credibility and online engagement are important areas in understanding digital consumer behaviour.

A Study on the Role of Sensory Marketing in Building Brand Image

S Vennila Fathima Rani — 2026-11-10

Sensory marketing is an important marketing approach that uses consumers’ five senses to create memorable brand experiences. Visual elements, sound, smell, taste and touch can influence how consumers perceive and remember a brand. This study examines the role of sensory marketing in building brand image. The study is based on primary data collected from 100 consumers through a structured questionnaire. Convenience sampling was used to select the respondents, and percentage analysis was used to interpret the data. The study focuses on visual appeal, sound, fragrance, product experience, emotional response and brand perception. The findings indicate that sensory elements can create positive consumer experiences and contribute to a stronger brand image. Recent research also shows that sensory brand experiences are associated with brand attitudes, authenticity and loyalty.

A Study on the Impact of Forensic Accounting on Fraud Risk Management

S Vennila Fathima Rani — 2026-11-10

Forensic accounting has become an important tool for identifying and managing financial fraud. It combines accounting, auditing, investigation and analytical techniques to detect unusual financial activities and reduce fraud risk. This study examines the impact of forensic accounting on fraud risk management. The study is based on primary data collected from 100 respondents through a structured questionnaire. Convenience sampling was used to select the respondents. Percentage analysis was used to understand the respondents’ views on forensic accounting techniques, fraud detection, internal control and fraud risk management. The findings indicate that forensic accounting can support fraud detection, prevention and risk reduction. The study also highlights the importance of skilled forensic accountants, financial analysis, data analytics and effective internal controls in managing fraud risk.

A Study on the Influence of AI-Generated Content on Consumer Engagement in Social Media Purchase Decisions

S Vanishree — 2026-11-10

Artificial Intelligence (AI) has become an important technology in social media marketing and content creation. AI-generated content such as images, videos, captions, product recommendations and advertisements is increasingly used by businesses to attract and engage consumers. This study examines the influence of AI-generated content on consumer engagement in social media. The study uses primary data collected from 100 social media users through a structured questionnaire. Convenience sampling was used for selecting the respondents. Percentage analysis was used to understand consumer responses towards AI-generated content and its influence on engagement. The study focuses on factors such as content attractiveness, personalization, relevance, trust, interaction and purchase interest. The findings indicate that AI-generated content can increase consumer attention and interaction when the content is relevant, attractive and personalized. However, concerns about authenticity and excessive automation may affect consumer trust. The study concludes that the effective use of AI-generated content can support stronger consumer engagement when it is combined with creativity, transparency and human involvement.

Artificial Intelligence in the Food Industry: Examining Customer Acceptance and Purchase Intention Through the Technology Acceptance Model (TAM)

R Jayanthi — 2026-11-10

Artificial Intelligence (AI) is reshaping the food sector with individualised food suggestions, smart ordering platforms, AI-powered customer service, and data-driven marketing strategies.The food industry is experiencing a transformation with the advent of Artificial Intelligence (AI), which enables personalised food recommendations, smart ordering systems, AI-powered customer service, and data-driven marketing. To enhance customer engagement and purchase intention, it is crucial to understand customer acceptance of these technologies. This study investigates the acceptance of AI-powered food service systems based on the Technology Acceptance Model (TAM) and the dimensions of perceived usefulness, perceived ease of use, attitude towards AI, and purchase intention. For quantitative research the research framework is put forward which is 250 respondents and a structured questionnaire with 5-point likert scale. The relationship between the constructs is suggested to be explored through descriptive statistics, reliability and validity assessment, correlation analysis and Partial Least Squares Structural Equation Modelling (PLS-SEM). The positive relationship among perceived usefulness, perceived ease of use, customer attitude and purchase intention are suggested in the illustrative analytical framework. Specifically, positive attitudes toward AI are likely to lead to increased buying intentions, and usefulness and ease of use could facilitate customer acceptance. The study provides theoretical insights on how TAM could be applied in the context of AI-enabled food services and practical implications for the restaurant industry, food retailers, and online food delivery platforms. Customer adoption should be encouraged by having easy-to-use interfaces, reliable recommendations, transparency, and responsible data practices. Prior to making empirical conclusions, it is necessary to validate the numerical results with real survey data.

A Study on the Impact of GST Transparency on Consumer Purchase Behaviour

P Muthukumar — 2026-11-10

Goods and Services Tax (GST) has transformed the indirect tax system in India. GST slide helps consumers understand tax rates, check tax details on bills, compare prices, and know the final cost of products. This study examines how GST transparency influences consumer purchase behaviour, focusing on tax awareness, invoice clarity, price understanding, trust in sellers, brand selection, and buying decisions. Consumers with improved GST knowledge may find it easier to compare prices and make informed choices. So, clear tax information and consumer awareness are important in improving purchase decisions.

The Role of Corporate Social Responsibility in Promoting Financial Inclusion Among Rural Households: A Stakeholder Theory Perspective

AR Chitra Juliet Mangeshkar — 2026-11-10

Corporate Social Responsibility (CSR) is an important mechanism that can be used by a commercial bank to participate in the inclusive and sustainable socio-economic development. Based on the Stakeholder Theory, the present study aims to analyze the role of CSR initiatives in the process of financial inclusion for rural households in the mediation of financial literacy. The study aims to bring into focus rural households’ awareness of bank CSR initiatives, financial literacy, access and use of formal banking services, and level of financial inclusion. Primary data will be proposed to be collected from 550 rural household respondents using structured questionnaire. Relationships among the study variables are proposed to be examined by using the following tools: Percentage analysis, correlation, mediation analysis and Structural Equation Modelling (SEM). The analytical framework takes the CSR initiatives as the independent variable, financial literacy as the mediating variable and financial inclusion as the dependent variable. The study is likely to help understand the potential role of financial education programmes, awareness programmes in digital banking and rural outreach programmes for facilitating the uptake and effective use of formal financial services. The results could have implications for the commercial banks in formulating their CSR strategies to become more inclusive, and the policy makers in enhancing financial literacy and accessibility of the financial services in rural communities. The study reflects the implementation of Stakeholder Theory in the field of social responsibility in banking and financial inclusion in rural areas.