Aditi Sahni | Kumaun University Nainital, Uttarakhand, India (original) (raw)
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Papers by Aditi Sahni
International Journal of Business Forecasting and Marketing Intelligence
Quest Journals Journal of Research in Business and Management , 2022
Commercials on television are often regarded as one of the most effective means of influencing cu... more Commercials on television are often regarded as one of the most effective means of influencing customer purchasing decisions. The goal of this research is to see how television commercials influence FMCG buyers' purchasing decisions. The data was gathered from 100 people from urban and rural regions residing in Nainital district by circulating an online questionnaire, amongst whom were graduates, postgraduates , employees, and businessmen. According to the results, the majority of female respondents have noticed a significant shift in their purchasing habits as they are somehow influenced by television commercials. According to the findings of the study, FMCG commercials are effective in influencing FMCG product purchasing behaviour, particularly for cosmetics and beverages. Consumers' purchase habits are also influenced by quality. Customers want to buy things that are of high quality. They spend more than Rs. 3,000 on these items. According to the findings, personal variables and product quality have a greater influence in determining consumer purchase behaviour.
IJCRT, 2021
India is a booming nation with a variety of brands to choose from. Companies are finding it diffi... more India is a booming nation with a variety of brands to choose from. Companies are finding it difficult to differentiate their products based on basic product attributes because there are too many products available in the market. Through advertising, businesses can generate awareness and differentiate themselves among their customers, and television is the best way to achieve this. Television is the most widely used medium for advertising to gain information regarding a product or service, and yet it is the most practical method of reaching out to young people. The current study was conducted on 100 young customers between the ages of 15 and 29 in the Nainital District, and data was collected through a well-structured questionnaire in order to determine the impact of television advertisements on their purchasing behaviour. The study conducted revealed that television advertisements have a significant impact on the buying behaviour of young consumers. The results of the study also indicated that these ads have a crucial role in introducing a new product and making better buying decisions for the family. 67% of youth seek advice from their family before going shopping. They believe that ads on television help them in making better purchasing or shopping decisions. Young people are motivated to buy a product when it is endorsed by a famous personality or celebrity.
International Journal of Advances in Engineering and Management (IJAEM), 2022
In many developing nations, particularly India, the SHG program is gaining recognition as an in... more In many developing nations, particularly India, the
SHG program is gaining recognition as an
innovation in the field of rural lending to assist the
rural poor in alleviating poverty and empowering
women. It is seen as a route for reaching the
underprivileged and neglected segments of society,
who would not normally be able to obtain loans
from banks. The primary purpose of SHG
beneficiaries is to remove poverty from their roots,
and it assists them in combating poverty since there
is a need for adequate money to be available for
rural people. Women's empowerment in India is
still a work in progress. Currently, self-help groups
are playing a significant role in this direction.
Women's participation in these groups has a
significant impact on increasing their quality of life
as well as their social upliftment in society. The
current study is descriptive in nature and critically
evaluates numerous empirical studies conducted in
the Uttarakhand state of India on SHGs and
microfinance. According to the findings of this
study, studies conducted in Uttarakhand show that
microfinance and self-help groups, in general,
contributed to the development of the core poor in
terms of economic well-being, poverty alleviation,
and empowerment, resulting in the overall
development of the rural poor.
International Journal of Business Forecasting and Marketing Intelligence
Quest Journals Journal of Research in Business and Management , 2022
Commercials on television are often regarded as one of the most effective means of influencing cu... more Commercials on television are often regarded as one of the most effective means of influencing customer purchasing decisions. The goal of this research is to see how television commercials influence FMCG buyers' purchasing decisions. The data was gathered from 100 people from urban and rural regions residing in Nainital district by circulating an online questionnaire, amongst whom were graduates, postgraduates , employees, and businessmen. According to the results, the majority of female respondents have noticed a significant shift in their purchasing habits as they are somehow influenced by television commercials. According to the findings of the study, FMCG commercials are effective in influencing FMCG product purchasing behaviour, particularly for cosmetics and beverages. Consumers' purchase habits are also influenced by quality. Customers want to buy things that are of high quality. They spend more than Rs. 3,000 on these items. According to the findings, personal variables and product quality have a greater influence in determining consumer purchase behaviour.
IJCRT, 2021
India is a booming nation with a variety of brands to choose from. Companies are finding it diffi... more India is a booming nation with a variety of brands to choose from. Companies are finding it difficult to differentiate their products based on basic product attributes because there are too many products available in the market. Through advertising, businesses can generate awareness and differentiate themselves among their customers, and television is the best way to achieve this. Television is the most widely used medium for advertising to gain information regarding a product or service, and yet it is the most practical method of reaching out to young people. The current study was conducted on 100 young customers between the ages of 15 and 29 in the Nainital District, and data was collected through a well-structured questionnaire in order to determine the impact of television advertisements on their purchasing behaviour. The study conducted revealed that television advertisements have a significant impact on the buying behaviour of young consumers. The results of the study also indicated that these ads have a crucial role in introducing a new product and making better buying decisions for the family. 67% of youth seek advice from their family before going shopping. They believe that ads on television help them in making better purchasing or shopping decisions. Young people are motivated to buy a product when it is endorsed by a famous personality or celebrity.
International Journal of Advances in Engineering and Management (IJAEM), 2022
In many developing nations, particularly India, the SHG program is gaining recognition as an in... more In many developing nations, particularly India, the
SHG program is gaining recognition as an
innovation in the field of rural lending to assist the
rural poor in alleviating poverty and empowering
women. It is seen as a route for reaching the
underprivileged and neglected segments of society,
who would not normally be able to obtain loans
from banks. The primary purpose of SHG
beneficiaries is to remove poverty from their roots,
and it assists them in combating poverty since there
is a need for adequate money to be available for
rural people. Women's empowerment in India is
still a work in progress. Currently, self-help groups
are playing a significant role in this direction.
Women's participation in these groups has a
significant impact on increasing their quality of life
as well as their social upliftment in society. The
current study is descriptive in nature and critically
evaluates numerous empirical studies conducted in
the Uttarakhand state of India on SHGs and
microfinance. According to the findings of this
study, studies conducted in Uttarakhand show that
microfinance and self-help groups, in general,
contributed to the development of the core poor in
terms of economic well-being, poverty alleviation,
and empowerment, resulting in the overall
development of the rural poor.