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

Consumer Perception towards Electric Vehicles in Kasaragod District of Kerala

2025-07-07T11:55:59+00:00

This focused on understanding consumer perception towards electric vehicles (EVs). The shift towards electric mobility is gaining momentum worldwide, driven by increasing environmental concerns, technological advancements, rising fuel prices, and proactive government policies. In India, while metro cities are witnessing steady growth in EV adoption, rural and semi-urban areas like Kasaragod present a unique landscape where awareness, affordability, and infrastructure still pose significant challenges. This was undertaken to assess how consumers perceive electric vehicles, identify the factors influencing their buying decisions, and evaluate the major barriers preventing the widespread adoption of EVs in the region. This used structured questionnaire to gather data to measure their level of awareness about electric vehicles, understand their attitudes towards environmental sustainability, gauge their willingness to shift from conventional vehicles to EVs, and identify the critical factors they consider when making vehicle purchase decisions. The findings reveal that although awareness about electric cars is reasonably high among the population, actual adoption rates remain low. Many consumers appreciate the advantages of EVs, such as lower running costs, reduced carbon emissions, and government incentives. However, concerns regarding the high initial purchase cost, limited availability of charging infrastructure, range anxiety, long charging times, and uncertainties about battery life and maintenance costs are major deterrents influencing consumer decisions. It is seen that consumer perception towards electric vehicles is cautiously optimistic. While there is a growing interest in the concept of electric mobility, significant concerns remain that must be addressed to translate interest into actual adoption. If the identified barriers are systematically tackled through policy interventions, infrastructure development, technological innovation, and continuous consumer engagement has the potential to emerge as a promising market for electric vehicles in the coming years. This provides valuable insights to promote sustainable and eco-friendly transportation solutions in the urban regions of Kerala.

The Influence of Past Experiences on Perceived Security, Trust and Attitude on Continuation Intentions of Mobile Banking App

2025-07-09T06:26:42+00:00

The research aims to examine the factors influencing user's tendency to continue to use mobile banking applications by considering the perceived user experience, perceived security, perceived trust, and perceived attitude by incorporating SOR Theory. A survey research method was applied in the study using quantitative approach and 204 data were collected with the help of structured questionnaires among Generation Y millennials in Gujarat, India. PLS-SEM is employed for the purposes of analysis. The results showed that perceived experience significantly affect user satisfaction while the mediating roles of attitude and perceived trust does not. Thus, the study focuses on the necessity of customer-oriented approach to increase usage of the application. Therefore, the study offers important insights ideal for policy makers who want to adjust their strategies and increase the customer loyalty in the context of mobile banking services implementation.

Consumer Scepticism toward Personalized Advertising: A Quantitative Analysis of Urban Social Media Users

2025-09-08T07:12:37+00:00

Targeted advertising has transformed online marketing through the use of user information for targeted content delivery. Yet, its increased prevalence on digital media has created heightened consumer distrust. This study explores psychological and behavioural aspects of scepticism towards personalized advertising among urban social media users between 18 and 45 years of age. The research centres on influential antecedents ad relevance, repetition, intrusiveness perception, and trust towards advertisers and its effect on consumer scepticism and related behaviours, such as ad avoidance, purchase intention, and brand attitudes. Utilizing a systematic quantitative approach, responses from 100 participants were gathered and analysed through regression and correlation methods. Findings substantiate that intrusiveness and repetition are key drivers of scepticism, whereas relevance and trust reduce scepticism. Consumer scepticism was substantially positively correlated with ad avoidance and negatively correlated with purchase intent and brand perception. The results underscore the urgent need for ethical and user friendly personalization strategies. This research adds to academic knowledge by offering empirical findings on the reasons and effects of advertising scepticism and making recommendations that marketers can act upon to restore trust and maximize ad performance in an age of privacy concerns.

How Advertising Tactics Shape Consumer Behavior in Digital Marketing: A Case Study from Kerala

2025-09-11T09:49:24+00:00

Since the inception of the internet, digital marketing has expanded rapidly in tandem with the development of digital platforms and devices. These days, it is an essential part of any business plan, helping to propel expansion and accomplish corporate goals. Digital marketing makes use of digital platforms and technologies to advertise goods, services, and brands to customers. Search Engine Optimization (SEO), social media marketing, content marketing, email marketing, online advertising, and mobile marketing are just a few of the online strategies it includes. Developing interactive, quantifiable, and targeted campaigns that benefit companies and their clients is the main objective. Deep knowledge of customer behavior and preferences is necessary for effective strategies, as is the capacity to continuously improve and optimize campaigns using data analytics. Enhancing a website's search engine visibility is crucial for boosting organic traffic. Social media platforms give businesses vibrant places to interact with consumers, create communities, and cultivate brand loyalty. In order to draw in and hold on to a specific audience, content marketing entails producing worthwhile, pertinent content. Businesses can nurture leads and increase conversions with the help of email marketing, a potent tool for direct communication. The research emphasizes how effective customized advertising is at influencing consumer behavior by analyzing digital marketing, including its techniques for determining target audiences, creating personalized strategies, and tracking campaign performance. The results indicate that strategic influencer partnerships and tailored content can greatly increase consumer trust and brand visibility.

The Moderating Role of Generational Diversity on the Relationship between Street Food Attributes and Customer Purchase Intention in Sri Lanka: A Concept Paper

2025-10-03T05:57:43+00:00

This concept paper outlines a proposed study to examine the moderating effect of generational diversity on key consumer attributes (cleanliness and healthiness) and customer intention to purchase street food in Sri Lanka. Street food, while increasingly popular worldwide due to various reasons, often raises concerns about its cleanliness and healthiness. Customers’ knowledge of food safety and their willingness and ability to apply that knowledge in everyday food choices play a critical role in shaping a healthier and more sustainable society. In the contemporary Sri Lankan context, multiple generational cohorts coexist, each characterised by key attributes and consumption practices. The proposed study aims to explore the moderating effect of generational diversity on the relationship between cleanliness, healthiness, and the customer’s purchase intention of street food. Through a comprehensive review of the existing literature, this paper develops a conceptual framework to guide future empirical investigation. This study lies in its potential to enrich the theoretical understanding of the generational influences on food-related decision-making within informal food economies. Practically, the findings are expected to inform targeted public health strategies, customer education initiatives, and policy development aimed at promoting safe and sustainable food practices across generational segments in Sri Lanka.

Customer Satisfaction in the Food Sector: A Socio Demographic Perspective

2025-10-07T06:44:31+00:00

As per the data available on Statista, the Indian restaurant/food industry has approx. Four trillion Indian rupee market value as per the fiscal year 2020 in the context of the food sector, this study attempts to investigate how socio-demographic characteristics affect customer satisfaction. Our study aims to determine how socio-demographic characteristics affect customer satisfaction levels, taking into account the variety of aspects that shape dining experiences. For this study, data were collected from 400 participants residing in the state of Haryana. Data was analysed with the help of T-test and ANOVA using SPSS software. This study showed that age and qualification do not
significantly impact customer satisfaction, whereas gender, marital status, income level, and occupation significantly impact customer satisfaction.