Message from Editorial Board<\/strong><\/p>\n\n\n\n Dear Author,<\/p>\n\n\n\n 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<\/sup> year of foraying into the international level of the conference, as we witness the 5th<\/sup> International Marketing Conference, with the theme – ” New Age Marketing \u2013 Marketing in the Age of Digital Transformation: Strategies for Sustainable Success.\u201d on 18-19th <\/sup>January 2024, under the aegis of BCIC SDMIMD Centre for Excellence in Management Studies.<\/p><\/p>\n\n\n\n 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\u2019s 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.<\/p><\/p>\n\n\n\n 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 \u2013Dr. Nanda Kishore Shetty, Associate Professor – Marketing, Dr. S. Saibaba for their support. A Special thanks to our conference organizing secretary \u2013 Ms. Rekha Ganapathy, for her relentless efforts and all support functionaries.<\/p><\/p>\n\n\n\n Warm regards,<\/p>\n\n\n\n Editorial Board \u2013 International Marketing Conference 2024<\/strong><\/p>\n\n\n\n Editorial Board<\/strong><\/p>\n\n\n\n Dr. Lt. Col. S.N. Prasad<\/strong> Dr. Keerthan Raj<\/strong> Conference Papers<\/strong><\/p>\n\n\n\n
<\/p>\n\n\n\n
Conference Chief Patron
Director
SDMIMD, Mysuru<\/p>\n\n\n\n
Conference Chair
Associate Professor \u2013 Marketing
SDMIMD, Mysuru<\/p>\n\n\n\n
<\/p>\n\n\n\nPaper
Number<\/strong><\/td>Paper Title & Authors<\/strong><\/td><\/tr> IMC2401<\/a><\/td> Neuromarketing \u2013 A Gamechanger In Marketing<\/strong> by Vinodhini Nedumaran,Lohamithran,Sujay Mugaloremutt Jayadeva<\/td><\/tr> IMC2402<\/a><\/td> Scope of Digital Marketing on Nutraceuticals <\/strong>by Amruth Sagar K S,Shrilaxmi Vinayak Hegde,Shalini N,Divya Rao<\/td><\/tr> IMC2403<\/a><\/td> Mobile Marketing Techniques to Improve Healthcare Organizations<\/strong> by Akash C,Hema K,Kavya M,Kanakavalli Kundury<\/td><\/tr> IMC2404<\/a><\/td> Digital Marketing in Pharmaceutical Industry and Consumer Acceptance<\/strong> by Shadil H,Anjana Prabhakaran,Aiswarya K S,Kanakavally K Kundury<\/td><\/tr> IMC2406<\/a><\/td> Digital Transformation in Retail: The Impact of e-commerce on Traditional Business Models <\/strong>by Sunderason BR,Jawad muhammed,Kanakavally K Kundury<\/td><\/tr> IMC2407<\/a><\/td> Global Pharmaceutical Marketing: A Journey To Better Health <\/strong>by Batthula Sainath,Devi Priya G,Feba J Kunjumon,Sujay M.J<\/td><\/tr> IMC2408<\/a><\/td> A Study on Impact of Packaging of Packed Beverages on Genz Consumer Buying Behaviour in Hyderabad<\/strong> by B S Sai Leena ,K Hymashree<\/td><\/tr> IMC2409<\/a><\/td> The Impact of Digital Marketing on Purchasing Behavior of Consumers – An Analytical Study with respect to Bangalore City<\/strong> by Rakshatha Srivaaru<\/td><\/tr> IMC2410<\/a><\/td> An Empirical Analysis on Marine Fishing industry with special reference to Deep-Sea Fishing<\/strong> by S. Viswanathan ,Ashutosh Apandkar,Dr. K. Sivasami,M. Sekar<\/td><\/tr> IMC2412<\/a><\/td> Digital Marketing Practices Facilitating Customized Promotion Strategies <\/strong>by Abinaya P ,P. Chitramani<\/td><\/tr> IMC2413<\/a><\/td> Digital Marketing Strategies in Healthcare and Medical Device Industry <\/strong>by R. Prabusankar,H. Premkumar<\/td><\/tr> IMC2414<\/a><\/td> Transformation of Customers from E-Commerce to Q-Commerce – A Comparitive Study with Special Reference to Bangalore City<\/strong> by Pragathi Prakash,Truptha Shankar, Ruchitha .B .C<\/td><\/tr> IMC2415<\/a><\/td> Digital Marketing Strategies: A Necessity in Today\u2019s World<\/strong> by Anil Kumar,J. Siva Durga Prasad,M. Sekar<\/td><\/tr> IMC2418<\/a><\/td> Perils And Nuisance (P&N) of Digital Marketing (DM) My Experiences And Solutions<\/strong> by Er. Somashekara M S<\/td><\/tr> IMC2419<\/a><\/td> A Study on Mobile Marketing: Reaching and Engaging Consumers on Mobile Devices<\/strong> by Shivakumar M C,Thulasi B. V<\/td><\/tr> IMC2420<\/a><\/td> New Age Marketing in India: Issues and Challenges with Reference to Banking <\/strong>by V. Basil Hans ,Prashanth,Usha Nayak<\/td><\/tr> IMC2422<\/a><\/td> \u201cManyavar\u201d- Traditional Indian Apparel Brand\u2019s Innovative Marketing Strategies <\/strong>by B. Shafiulla,,,,<\/td><\/tr> IMC2424<\/a><\/td> Content Marketing \u2013 Reaching and Engaging Consumers <\/strong>by Shifa Nasar,Meghana V A,Sujay Mugaloremutt Jayadeva<\/td><\/tr> IMC2425<\/a><\/td> Mobile Marketing: Reaching and Engaing Consumer on Mobile Devices <\/strong>by Shreya Gaikwad,Tushar HR,Sujay Mugaloremutt Jayadeva<\/td><\/tr> IMC2426<\/a><\/td> Artificial Intelligence (AI) -Driven Email Automation: Unlocking Customization and Efficiency<\/strong> by Mohamed Yaseen M,Yaswanth. K,Logapriya. S,Sujay Mugaloremutt Jayadeva<\/td><\/tr> IMC2427<\/a><\/td> A Study on Factors Determining Consumers\u2019 Purchasing Behaviour in Social Media Atmosphere <\/strong>by Y. Prabakar,R. Prabusankar<\/td><\/tr> IMC2428<\/a><\/td> Mind Over Market: Neuromarketing Strategies for Elevating Consumer Engagement <\/strong>by Spoorthi M,Chethan M C,Sohan R S,Sujay Mugaloremutt Jayadeva<\/td><\/tr> IMC2429<\/a><\/td> AI Powered Digital Marketing Strategies in Pharmaceutical Industry <\/strong>by Duvvuru Sairichitha,Sahista Afrin,Sameeha,Sujay M.J<\/td><\/tr> IMC2430<\/a><\/td> E-pharmacies Consumer Behavior, in the Digital Era to Target New-Age Customers, Which is Transforming the Retail Pharmacy Business Model <\/strong>by Amreen Bagali,Hemanth G,Shri Ram Akash,Kanakavalli Kundury<\/td><\/tr> IMC2431<\/a><\/td> Consumer Perception of Youth towards E.V and Examination of Digital Marketing Strategies of E.V Companies<\/strong> by Nikhil Dobhal,Valli Ruchitha<\/td><\/tr> IMC2432<\/a><\/td> Comparative Analysis of Digital Marketing Strategies and Mobile Engagement: A Study of Axis Bank and ICICI Bank in the Realm of Mobile Banking Services<\/strong> by Rutuparna Sahoo<\/td><\/tr> IMC2433<\/a><\/td> Adoptability of Digital Payment Among Youth; A Study with Special Reference in Dakshina Kannada District <\/strong>by Chethanraj,Sowmya K<\/td><\/tr> IMC2434<\/a><\/td> Marketing Automation and Artificial Intelligence Streamlining Marketing Processes for Efficiency and Growth<\/strong> by Neethu Suraj, Ujwala Kambali,Deepa Mohanan,Monitha O G,<\/td><\/tr> IMC2435<\/a><\/td> Neuromarketing Strategies in the Retail Sector: A Perception View<\/strong> by Ujwala Kambali,Abhishek N,Neethu Suraj<\/td><\/tr> IMC2437<\/a><\/td> Neuromarketing: The Current Status and Future Implications<\/strong> by Guru Rakshith R,Kavya Shree K,Kanakavalli Kundury<\/td><\/tr> IMC2438<\/a><\/td> Impact of Influencer Marketing on Purchase of Cosmetics<\/strong> by Sanjana Raj,Anupama Sundar D<\/td><\/tr> IMC2439<\/a><\/td> Customer Response towards Marketing Strategy in Chocolate Segments: A Comparative study between Nestle and Cadbury Segments<\/strong> by Mithunraj B,Archana S,Deepak J<\/td><\/tr> IMC2442<\/a><\/td> A Study on Collision of Digital Payment System with a Special Reference to College Students <\/strong>by Usha,S Seethalaxmi,Ramitha B M<\/td><\/tr> IMC2443<\/a><\/td> A Survey Regarding Online Shopping Apps and Impulsive Buying Behaviour of Youth\u2019s in Selected Taluks of Dakshinakannada District <\/strong>by Rose Priya Pinto,Swathi Shenoy,Sangeetha Shanuboga<\/td><\/tr> IMC2444<\/a><\/td> Sales and Promotional Strategies and Customer Engagement in Retail Sector<\/strong> by Tejus Sangameshwara,Kavyashree M B,Nagesh P,Navyashree<\/td><\/tr> IMC2445<\/a><\/td> Biju\u2019s: The Rise and The Fall of Indian Ed-tech Services Firm<\/strong> by Dr. B. Shafiulla<\/td><\/tr> IMC2446<\/a><\/td> CSR in SAARC Nations: Comparative, Sectoral and Longitudinal Analyses<\/strong> by Abdul Khader Aneesh A,
Abdul Jaleel K A,Likith B S<\/td><\/tr>IMC2447<\/a><\/td> Exploring the Influence of Social Media Engagement on Perceived Body Image among College Students <\/strong>by Abhinandan Kulal,Abhishek N,Neethu Suraj,R.K. Tailor,Sahana Dinesh, Divyashree M.S<\/td><\/tr> IMC2448<\/a><\/td> The Suppression of Material Facts While Marketing Stressed Assets by Bank is Detrimental to the Interest of Auction Purchaser<\/strong> by H. J. Gurunath<\/td><\/tr> IMC2449<\/a><\/td> A Study on Impact of Social Media on Online Shopping <\/strong>by Yashwith B Shetty,Suvith Shetty,Priya Sequeira<\/td><\/tr> IMC2450<\/a><\/td> A Study on Consumer Behaviour towards Online Food Delivery <\/strong>by Swathi,Shreya Jain,Priya Sequeira<\/td><\/tr> IMC2451<\/a><\/td> A Study on Consumer Behaviour towards Online Shopping of Electronic Goods with Special Reference to Udupi and Dakshina Kannada <\/strong>by Shraddha S. Shetty,Rashmitha Shetty<\/td><\/tr> IMC2452<\/a><\/td> A Study on Online Shopping Behaviour in Rural Areas<\/strong> by Sanketh S,Srushti<\/td><\/tr> IMC2453<\/a><\/td> A Study on Privacy Concerns and Consumer Behaviour<\/strong> by Pooja C, Sharanya Shetty,Priya Sequiera<\/td><\/tr> IMC2454<\/a><\/td> Jomo in Digital Well Being – Investigate the Relationship Between Jomo and Mental Health Wellbeing<\/strong> by Abhay Pai,Shodhan Jain,Priya Squiera<\/td><\/tr> IMC2455<\/a><\/td> 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<\/strong> by Ramyashree, Pooja,Amritha Kumar<\/td><\/tr> IMC2456<\/a><\/td> A Study on Factors Limiting Online Shopping Behaviour of Consumers with Reference to Mangalore<\/strong> by Samyak Jain,Naveen<\/td><\/tr> IMC2457<\/a><\/td> A Study on Food Quality Consciousness and it\u2019s Impact on Consumer Behaviour towards Street Food<\/strong> by Shashikumar Ramanna Bangi,Dhruvakumar A V<\/td><\/tr> IMC2459<\/a><\/td> 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<\/strong> by Suzana Sheikh, Nithya Jain,Amritha Kumar<\/td><\/tr> IMC2460<\/a><\/td> A Study on Factors Affecting Consumer Behaviour towards Online Shopping<\/strong> by Nithya R.S,Dhanush K,Priya sequeria<\/td><\/tr> IMC2461<\/a><\/td> Influence of Travel Blog on Travel Intention of Generation Z in Bengaluru<\/strong> by Boyapati Sai Jasmitha,Raghu Yadaganti<\/td><\/tr> IMC2462<\/a><\/td> Generation Z Consumer Choice Behaviour towards Mobile Phone Operators in Bangalore with Special Reference to Vodafone Idea<\/strong> by Gutha Charitha Sree,Raghu Yadaganti<\/td><\/tr> IMC2463<\/a><\/td> Challenges Faced in Supply and Distribustion of Sea Food Product\u2019s During off Season<\/strong> by Adarsh,Pramod,Ms Priya Sequeira<\/td><\/tr> IMC2464<\/a><\/td> Emerging Trends in Digital Marketing <\/strong>by Vikas,Sathyajit<\/td><\/tr> IMC2465<\/a><\/td> Impact of Social Media Analytics on Consumer Engagement in the Fashion Industry<\/strong> by Pruthvika B G,
Shrutha D Shetty<\/td><\/tr>IMC2466<\/a><\/td> A Study on AI and Chatbots in Customer Experience<\/strong> by Prahlad V Acharya, Prajwal Shetty, Priya Sequiera<\/td><\/tr> IMC2467<\/a><\/td> A Study on Use of Predictive Analytics to Reduce Customer Churn in Telecommunication Industry<\/strong> by Sandeep Raviprasad Acharya ,Krithik K M,Catherine Nirmala<\/td><\/tr> IMC2468<\/a><\/td> A Study on Uses of Predictive Analytics to Improve Health Care Industry<\/strong> by Shushank Jain, Yogish, Catherine Nirmala<\/td><\/tr> IMC2469<\/a><\/td> Use of Predictive Analytics to Evaluate Future Trends in Cosmetics Industry <\/strong>by Greeshma,Megha<\/td><\/tr> IMC2470<\/a><\/td> A Study on Impact of Gender on Buying Behaviour of Mobile Phone with Special Reference to Dakshin Kannada<\/strong> by Pruthviraj,Suman B,Priya Sequiera<\/td><\/tr> IMC2471<\/a><\/td> A Study on Application of Predictive Modelling Techniques in New Product Pricing in E-Commerce<\/strong> by Prajeetha Shetty,Prathiksha,Sherlyn Disha Cutinha<\/td><\/tr> IMC2472<\/a><\/td> A Study on Use of Predictive Analytics in Customer Relationship Management in Insurance Sector <\/strong>by Jenisha Lasrado,Nithin J Poojary,Catherine Nirmala<\/td><\/tr> IMC2473<\/a><\/td> Navigating the Digital Frontier: A Holistic Examination of Instagram’s Role in Transforming Business Performance within the Smartphone Accessories Industry & Future Prospects<\/strong> by Pranava Swaroopa,
Shravan Acharya,Catherine Nirmala David<\/td><\/tr>IMC2474<\/a><\/td> A Study on Impact of Business Analytics on Digital Marketing <\/strong>by Hrushitha,Supritha<\/td><\/tr> IMC2475<\/a><\/td> A Study on the Role of Data Analytics in Understanding Customer Preferences, Loyalty and Satisfactions in Hospitality Industry<\/strong> by Shreya Kava,Shreya<\/td><\/tr> IMC2476<\/a><\/td> A Study on Geopolitical Impact on International Trade on Crude Oil <\/strong>by Abin K P,Tekoji Jayappa Sillikyatar<\/td><\/tr> IMC2477<\/a><\/td> A Study on Impact of Artificial Intelligence Analytics in Enhancing Digital Marketing<\/strong> by Sharel Disha Cutinha, Ciona Pereira, Harshitha,,<\/td><\/tr> IMC2478<\/a><\/td> A Study on Ethical & Privacy Concerns in Digital Marketing <\/strong>by Prerna Hegde, Amisha Devadiga,Priya Sequiera<\/td><\/tr> IMC2479<\/a><\/td> Use of Predictive Analysis, Forecasting the Trends in the FMCG<\/strong> by Rithesh B, Chirag, Guruprasad Pai B<\/td><\/tr> IMC2482<\/a><\/td> Staff Awareness of Hospital Services<\/strong> by Prathna N Sahetya,Dr. Kanakavalli K. Kundury,Dr Sujay M. J<\/td><\/tr> IMC2483<\/a><\/td> Brand Loyalty and Engagement in Digital Age <\/strong>by Nanda D S,Shreshta Jain,Amritha Kumar<\/td><\/tr> IMC2484<\/a><\/td> A Study on Exploring the Issues Faced by Customers on Ecommerce Platforms <\/strong>by Catherine Nirmala, Joyan D\u2019Souza<\/td><\/tr> IMC2485<\/a><\/td> A Study on Impact of Purchase Experience on Customer Satisfaction in Online Shopping<\/strong> by Joanna Ezekiels,Abubakkar Siddiq<\/td><\/tr> IMC2486<\/a><\/td> Comparative study on fraud detection <\/strong>by Sharel Disha Cutinha,Prashantha G<\/td><\/tr> IMC2487<\/a><\/td> A Study on Impact of Impulsive Buying Behavior of Consumers for Online Purchase in the City of Udupi<\/strong> by Shreyas, Keerthan,Priya Sequiera<\/td><\/tr> IMC2488<\/a><\/td> Electrical Vehicles – Significance And Sustainability<\/strong> by Priya Sequeira,Guru Prasad Pai<\/td><\/tr>