Message from Editorial Board
Dear Author,
Since 2015, Shri Dharmasthala Manjunatheshwara Institute for Management Development (SDMIMD) has organized Marketing conferences, which have witnessed participation from researchers, consultants, academicians, and students, from India and abroad. This is the 5th year of foraying into the international level of the conference, as we witness the 5th International Marketing Conference, with the theme – ” New Age Marketing – Marketing in the Age of Digital Transformation: Strategies for Sustainable Success.” on 18-19th January 2024, under the aegis of BCIC SDMIMD Centre for Excellence in Management Studies.
Due to the rapidly evolving digital world, the internet has changed marketing for the better. The emergence of new technologies, social media platforms, and changing consumer behaviour have presented both opportunities and challenges for marketers. This conference’s objective was to emphasize and delve into the opportunities and challenges posed by digital transformation in marketing to ensure sustainable success for businesses. Papers were invited from academicians, management practitioners, consultants, research scholars, and students to contribute their write-ups and papers on various marketing topics. We received an overwhelming response from all sections of participants to contribute to the dialogue on new age marketing.
Here we are bringing out the Edited Volume of Research Papers presented at the said conference. We sincerely thank all the paper contributors and participants who have made this publication a reality. We express our sincere gratitude to the Management of SDME Trust; Dr. Lt. Col. S.N. Prasad, Director, SDMIMD for providing us with the platform, encouragement and support in this academic endeavour. The organizing Committee members –Dr. Nanda Kishore Shetty, Associate Professor – Marketing, Dr. S. Saibaba for their support. A Special thanks to our conference organizing secretary – Ms. Rekha Ganapathy, for her relentless efforts and all support functionaries.
Warm regards,
Editorial Board – International Marketing Conference 2024
Editorial Board
Dr. Lt. Col. S.N. Prasad
Conference Chief Patron
Director
SDMIMD, Mysuru
Dr. Keerthan Raj
Conference Chair
Associate Professor – Marketing
SDMIMD, Mysuru
Conference Papers
| Paper Number | Paper Title & Authors |
| IMC2401 | Neuromarketing – A Gamechanger In Marketing by Vinodhini Nedumaran,Lohamithran,Sujay Mugaloremutt Jayadeva |
| IMC2402 | Scope of Digital Marketing on Nutraceuticals by Amruth Sagar K S,Shrilaxmi Vinayak Hegde,Shalini N,Divya Rao |
| IMC2403 | Mobile Marketing Techniques to Improve Healthcare Organizations by Akash C,Hema K,Kavya M,Kanakavalli Kundury |
| IMC2404 | Digital Marketing in Pharmaceutical Industry and Consumer Acceptance by Shadil H,Anjana Prabhakaran,Aiswarya K S,Kanakavally K Kundury |
| IMC2405 | Consumer Personality Traits and Compulsive Buying Behaviour – Role of Social Media Addiction in a Mediating Relationship by Dharshini R,P. Santhi |
| IMC2406 | Digital Transformation in Retail: The Impact of e-commerce on Traditional Business Models by Sunderason BR,Jawad muhammed,Kanakavally K Kundury |
| IMC2407 | Global Pharmaceutical Marketing: A Journey To Better Health by Batthula Sainath,Devi Priya G,Feba J Kunjumon,Sujay M.J |
| IMC2408 | A Study on Impact of Packaging of Packed Beverages on Genz Consumer Buying Behaviour in Hyderabad by B S Sai Leena ,K Hymashree |
| IMC2409 | The Impact of Digital Marketing on Purchasing Behavior of Consumers – An Analytical Study with respect to Bangalore City by Rakshatha Srivaaru |
| IMC2410 | An Empirical Analysis on Marine Fishing industry with special reference to Deep-Sea Fishing by S. Viswanathan ,Ashutosh Apandkar,Dr. K. Sivasami,M. Sekar |
| IMC2412 | Digital Marketing Practices Facilitating Customized Promotion Strategies by Abinaya P ,P. Chitramani |
| IMC2413 | Digital Marketing Strategies in Healthcare and Medical Device Industry by R. Prabusankar,H. Premkumar |
| IMC2414 | Transformation of Customers from E-Commerce to Q-Commerce – A Comparitive Study with Special Reference to Bangalore City by Pragathi Prakash,Truptha Shankar, Ruchitha .B .C |
| IMC2415 | Digital Marketing Strategies: A Necessity in Today’s World by Anil Kumar,J. Siva Durga Prasad,M. Sekar |
| IMC2418 | Perils And Nuisance (P&N) of Digital Marketing (DM) My Experiences And Solutions by Er. Somashekara M S |
| IMC2419 | A Study on Mobile Marketing: Reaching and Engaging Consumers on Mobile Devices by Shivakumar M C,Thulasi B. V |
| IMC2420 | New Age Marketing in India: Issues and Challenges with Reference to Banking by V. Basil Hans ,Prashanth,Usha Nayak |
| IMC2422 | “Manyavar”- Traditional Indian Apparel Brand’s Innovative Marketing Strategies by B. Shafiulla,,,, |
| IMC2424 | Content Marketing – Reaching and Engaging Consumers by Shifa Nasar,Meghana V A,Sujay Mugaloremutt Jayadeva |
| IMC2425 | Mobile Marketing: Reaching and Engaing Consumer on Mobile Devices by Shreya Gaikwad,Tushar HR,Sujay Mugaloremutt Jayadeva |
| IMC2426 | Artificial Intelligence (AI) -Driven Email Automation: Unlocking Customization and Efficiency by Mohamed Yaseen M,Yaswanth. K,Logapriya. S,Sujay Mugaloremutt Jayadeva |
| IMC2427 | A Study on Factors Determining Consumers’ Purchasing Behaviour in Social Media Atmosphere by Y. Prabakar,R. Prabusankar |
| IMC2428 | Mind Over Market: Neuromarketing Strategies for Elevating Consumer Engagement by Spoorthi M,Chethan M C,Sohan R S,Sujay Mugaloremutt Jayadeva |
| IMC2429 | AI Powered Digital Marketing Strategies in Pharmaceutical Industry by Duvvuru Sairichitha,Sahista Afrin,Sameeha,Sujay M.J |
| IMC2430 | E-pharmacies Consumer Behavior, in the Digital Era to Target New-Age Customers, Which is Transforming the Retail Pharmacy Business Model by Amreen Bagali,Hemanth G,Shri Ram Akash,Kanakavalli Kundury |
| IMC2431 | Consumer Perception of Youth towards E.V and Examination of Digital Marketing Strategies of E.V Companies by Nikhil Dobhal,Valli Ruchitha |
| IMC2432 | Comparative Analysis of Digital Marketing Strategies and Mobile Engagement: A Study of Axis Bank and ICICI Bank in the Realm of Mobile Banking Services by Rutuparna Sahoo |
| IMC2433 | Adoptability of Digital Payment Among Youth; A Study with Special Reference in Dakshina Kannada District by Chethanraj,Sowmya K |
| IMC2434 | Marketing Automation and Artificial Intelligence Streamlining Marketing Processes for Efficiency and Growth by Neethu Suraj, Ujwala Kambali,Deepa Mohanan,Monitha O G, |
| IMC2435 | Neuromarketing Strategies in the Retail Sector: A Perception View by Ujwala Kambali,Abhishek N,Neethu Suraj |
| IMC2437 | Neuromarketing: The Current Status and Future Implications by Guru Rakshith R,Kavya Shree K,Kanakavalli Kundury |
| IMC2438 | Impact of Influencer Marketing on Purchase of Cosmetics by Sanjana Raj,Anupama Sundar D |
| IMC2439 | Customer Response towards Marketing Strategy in Chocolate Segments: A Comparative study between Nestle and Cadbury Segments by Mithunraj B,Archana S,Deepak J |
| IMC2442 | A Study on Collision of Digital Payment System with a Special Reference to College Students by Usha,S Seethalaxmi,Ramitha B M |
| IMC2443 | A Survey Regarding Online Shopping Apps and Impulsive Buying Behaviour of Youth’s in Selected Taluks of Dakshinakannada District by Rose Priya Pinto,Swathi Shenoy,Sangeetha Shanuboga |
| IMC2444 | Sales and Promotional Strategies and Customer Engagement in Retail Sector by Tejus Sangameshwara,Kavyashree M B,Nagesh P,Navyashree |
| IMC2445 | Biju’s: The Rise and The Fall of Indian Ed-tech Services Firm by Dr. B. Shafiulla |
| IMC2446 | CSR in SAARC Nations: Comparative, Sectoral and Longitudinal Analyses by Abdul Khader Aneesh A, Abdul Jaleel K A,Likith B S |
| IMC2447 | Exploring the Influence of Social Media Engagement on Perceived Body Image among College Students by Abhinandan Kulal,Abhishek N,Neethu Suraj,R.K. Tailor,Sahana Dinesh, Divyashree M.S |
| IMC2448 | The Suppression of Material Facts While Marketing Stressed Assets by Bank is Detrimental to the Interest of Auction Purchaser by H. J. Gurunath |
| IMC2449 | A Study on Impact of Social Media on Online Shopping by Yashwith B Shetty,Suvith Shetty,Priya Sequeira |
| IMC2450 | A Study on Consumer Behaviour towards Online Food Delivery by Swathi,Shreya Jain,Priya Sequeira |
| IMC2451 | A Study on Consumer Behaviour towards Online Shopping of Electronic Goods with Special Reference to Udupi and Dakshina Kannada by Shraddha S. Shetty,Rashmitha Shetty |
| IMC2452 | A Study on Online Shopping Behaviour in Rural Areas by Sanketh S,Srushti |
| IMC2453 | A Study on Privacy Concerns and Consumer Behaviour by Pooja C, Sharanya Shetty,Priya Sequiera |
| IMC2454 | Jomo in Digital Well Being – Investigate the Relationship Between Jomo and Mental Health Wellbeing by Abhay Pai,Shodhan Jain,Priya Squiera |
| IMC2455 | A Study on Evolving Trends in Digital Payment: Research the Impact of New Digital Payments Methods (Mobile Wallets, Contactless Payment) on Consumer Behaviour and Adoption Rates by Ramyashree, Pooja,Amritha Kumar |
| IMC2456 | A Study on Factors Limiting Online Shopping Behaviour of Consumers with Reference to Mangalore by Samyak Jain,Naveen |
| IMC2457 | A Study on Food Quality Consciousness and it’s Impact on Consumer Behaviour towards Street Food by Shashikumar Ramanna Bangi,Dhruvakumar A V |
| IMC2459 | A Study on Impact of Social Media Influencers: How Trustworthy are Social Media Influencers, and How Can Brands Build Genuine Connections with their Audience through Influencer Marketing by Suzana Sheikh, Nithya Jain,Amritha Kumar |
| IMC2460 | A Study on Factors Affecting Consumer Behaviour towards Online Shopping by Nithya R.S,Dhanush K,Priya sequeria |
| IMC2461 | Influence of Travel Blog on Travel Intention of Generation Z in Bengaluru by Boyapati Sai Jasmitha,Raghu Yadaganti |
| IMC2462 | Generation Z Consumer Choice Behaviour towards Mobile Phone Operators in Bangalore with Special Reference to Vodafone Idea by Gutha Charitha Sree,Raghu Yadaganti |
| IMC2463 | Challenges Faced in Supply and Distribustion of Sea Food Product’s During off Season by Adarsh,Pramod,Ms Priya Sequeira |
| IMC2464 | Emerging Trends in Digital Marketing by Vikas,Sathyajit |
| IMC2465 | Impact of Social Media Analytics on Consumer Engagement in the Fashion Industry by Pruthvika B G, Shrutha D Shetty |
| IMC2466 | A Study on AI and Chatbots in Customer Experience by Prahlad V Acharya, Prajwal Shetty, Priya Sequiera |
| IMC2467 | A Study on Use of Predictive Analytics to Reduce Customer Churn in Telecommunication Industry by Sandeep Raviprasad Acharya ,Krithik K M,Catherine Nirmala |
| IMC2468 | A Study on Uses of Predictive Analytics to Improve Health Care Industry by Shushank Jain, Yogish, Catherine Nirmala |
| IMC2469 | Use of Predictive Analytics to Evaluate Future Trends in Cosmetics Industry by Greeshma,Megha |
| IMC2470 | A Study on Impact of Gender on Buying Behaviour of Mobile Phone with Special Reference to Dakshin Kannada by Pruthviraj,Suman B,Priya Sequiera |
| IMC2471 | A Study on Application of Predictive Modelling Techniques in New Product Pricing in E-Commerce by Prajeetha Shetty,Prathiksha,Sherlyn Disha Cutinha |
| IMC2472 | A Study on Use of Predictive Analytics in Customer Relationship Management in Insurance Sector by Jenisha Lasrado,Nithin J Poojary,Catherine Nirmala |
| IMC2473 | Navigating the Digital Frontier: A Holistic Examination of Instagram’s Role in Transforming Business Performance within the Smartphone Accessories Industry & Future Prospects by Pranava Swaroopa, Shravan Acharya,Catherine Nirmala David |
| IMC2474 | A Study on Impact of Business Analytics on Digital Marketing by Hrushitha,Supritha |
| IMC2475 | A Study on the Role of Data Analytics in Understanding Customer Preferences, Loyalty and Satisfactions in Hospitality Industry by Shreya Kava,Shreya |
| IMC2476 | A Study on Geopolitical Impact on International Trade on Crude Oil by Abin K P,Tekoji Jayappa Sillikyatar |
| IMC2477 | A Study on Impact of Artificial Intelligence Analytics in Enhancing Digital Marketing by Sharel Disha Cutinha, Ciona Pereira, Harshitha,, |
| IMC2478 | A Study on Ethical & Privacy Concerns in Digital Marketing by Prerna Hegde, Amisha Devadiga,Priya Sequiera |
| IMC2479 | Use of Predictive Analysis, Forecasting the Trends in the FMCG by Rithesh B, Chirag, Guruprasad Pai B |
| IMC2482 | Staff Awareness of Hospital Services by Prathna N Sahetya,Dr. Kanakavalli K. Kundury,Dr Sujay M. J |
| IMC2483 | Brand Loyalty and Engagement in Digital Age by Nanda D S,Shreshta Jain,Amritha Kumar |
| IMC2484 | A Study on Exploring the Issues Faced by Customers on Ecommerce Platforms by Catherine Nirmala, Joyan D’Souza |
| IMC2485 | A Study on Impact of Purchase Experience on Customer Satisfaction in Online Shopping by Joanna Ezekiels,Abubakkar Siddiq |
| IMC2486 | Comparative study on fraud detection by Sharel Disha Cutinha,Prashantha G |
| IMC2487 | A Study on Impact of Impulsive Buying Behavior of Consumers for Online Purchase in the City of Udupi by Shreyas, Keerthan,Priya Sequiera |
| IMC2488 | Electrical Vehicles – Significance And Sustainability by Priya Sequeira,Guru Prasad Pai |
| IMC2489 | Emerging issues on New Age Marketing and its impact on Modern Marketing Environment by Padmini S.V |
| IMC2490 | A Study on Customer Sentiment Analysis with the Help of Machine Learning by Navaneeth Gore,Sapan, Sharel Disha Cutinha |
| IMC2491 | Augmented Reality in Retail: Enhancing Customer Experience and Marketing Strategies by Rajat Shaha, Rajesh, Riyal Vivek |
| IMC2492 | A Study on Understanding the Impact of Business Analytics on Innovation in E-Commerese by Vineeth V Devadiga, Rakshith Jain, Cathrin Nirmala David |
| IMC2493 | Green Finance and Green Bonds: Catalysts for Sustainable Development and Climate Resilience by Rakshitha J,Dr. Chaya R |