Journal of Sales, Service and Marketing Research (e-ISSN: 2582-7804)

Sustainable Marketing in India: Addressing Challenges and Harnessing Opportunities for Business Growth

2026-02-03T08:58:48+00:00

In today’s dynamic and environmentally sensitive business environment where businesses strive to balance their profit with people and the planet, the sustainable marketing concept has come into force. This research study examines the sustainable marketing field, the prospects sustainability principles have for marketers, and the challenges they face. The research begin with the descriptive analysis of organizations following a sustainable marketing approach, the various challenges marketers face when planning sustainable marketing initiatives (changing consumer behaviour, managing supply chain complexities, and managing regulatory constraints), also which one is the most impactful challenge out of all, The study also shows the most effective perceived sustainable marketing strategies to overcome the challenges faced by the marketers, moreover impact of sustainable marketing on the brand reputation and consumer brand loyalty. Information from 160 sustainability champions was collected using the purposive cum snowball sampling technique but after data sorting and cleaning only 141 sampling units found to be making sense as per the objective of the study and thereby finally 141 samples are taken forward for the further analysis. Google Forms was used in conjunction with the questionnaire to gather primary data. MS Excel was used to conduct the analysis. The current study has practical applications that can be leveraged by the business organizations to become aware of possible challenges that may come across as well the most impactful strategies in context of sustainable marketing, moreover the study gives recommendations for future scope of research thereby contributing significantly to the existing literature of sustainable marketing.

Factors Affecting Customer Satisfaction of Online Food Delivery Platforms among Sri Lankan Undergraduates

2026-03-20T09:45:13+00:00

This study investigates the factors that affect customer satisfaction with online food delivery platforms among Sri Lankan undergraduates. Specially, this study focused on platform usability, food quality, price, delivery service, security and payment convenience and promotions and discounts as key determinants of customer satisfaction. Primary data was collected through a structured questionnaire administered via a Google form, and a quantitative research approach was adopted. 167 valid responses were obtained from undergraduates using online food delivery platforms. The collected data were analyzed using statistical analysis techniques, and descriptive statistics were used to summarize the characteristics of the respondents. Furthermore, correlation and multiple regression analyses were conducted to test the hypothesized relationships between the independent variables and customer satisfaction. The findings reveal that all selected dimensions have a significant positive impact on customer satisfaction, highlighting the importance of user-friendly platforms, quality food offerings, reasonable pricing, reliable delivery services, secure payment systems, and attractive promotional strategies. The study provides practical implications for online food delivery service providers by emphasizing the need to enhance service quality and digital platform efficiency to improve customer satisfaction and retention. Furthermore, the findings contribute to existing knowledge on digital service environments within the Sri Lankan context. Future research may expand the scope by including diverse consumer groups, broader geographical areas, additional behavioral variables, and mixed-method approaches to gain deeper insights into long-term customer satisfaction and platform usage behavior.

A Study on the Buying Behaviour of Consumers Related to FMCG Products

2026-04-10T12:13:25+00:00

Fast-moving consumer goods (FMCGs) are goods that have a high turnover rate for businesses, are reasonably priced for consumers, and are sold quickly. FMCGs are perishable (such as meat, dairy products, and baked goods) or have a short shelf-life due to strong consumer demand (such as soft drinks and confections). They are inexpensive, frequently purchased, quickly consumed, and marketed in large quantities. On store shelves, they also have a high turnover rate. Consumer non-durable goods are FMCGs plus gasoline, clothing, shoes, etc. Non-durable items have a shelf-life of less than three years, whereas durable goods have a shelf-life of three years or longer. Twelve is the biggest category of consumer products, which are fast-moving goods. Because they are eaten right away and have a limited shelf-life, they are classified as non-durable. Everybody utilizes FMCGs daily. These are the small-scale consumer purchases people make on the way home from the local CVS, grocery store, supermarket, or produce stand. Milk, gum, fruit and vegetables, toilet paper, soda, beer, and over-the-counter drugs like aspirin are a few examples. The study basically describes the buying behaviour of consumers, which depends on various factors related to FMCG products. The study includes the primary data collection analysis and describes the importance of FMCG products. This study aims to evaluate the buying behaviour related to FMCG products with the help of ANOVA applied using SPSS.

The Role of Socio-Cultural and Economic Factors in Shaping Gold Jewellery Buying Behaviour: An Empirical Study of Kolkata

2026-04-13T12:08:40+00:00

Gold jewellery also has its own niche in Indian society, as it serves as a cultural icon, social asset, and economic investment. This paper discusses socio-cultural and economic conditions as determinants of the purchasing behaviour of gold jewellery in Kolkata, a place with a rich cultural background and dynamic consumer base. The research design equipped a descriptive and analytical study that utilised primary data in the form of a structured questionnaire with 250 respondents. Data analysis was done using descriptive statistics, correlation analysis and multiple regressions. The results indicate that the socio-cultural and economic aspects play an important role in gold jewellery purchase behaviour, though the former has a greater influence compared to the economic aspects. Traditions of the culture, family values, social status and rites of a ritual became dominant factors, whereas income level, price sensitivity and investment value became supportive but important. The research also found a strong interdependence of socio-cultural and economic variables, which shows that the decisions to buy are influenced by a combined cultural-economic construct instead of rational decisions alone. The findings are relevant to the study on consumer behaviour by supporting the fact that the consumption of gold in India is culturally entrenched and provide useful insights to jewellery marketers and policymakers who are interested in culturally sensitive policy designs.