Journal of Advanced Research in Strategic Marketing Intelligence and Customer Engagement Optimization

A Study On the Role of User Generated Content In Influencing Genz's Buying Decisions For Mobiles Products In Ahemdabad City.

Ali asgar Sunasara — 2025-12-16

This study investigates how user-generated content (UGC) and influencer marketing affect mobile purchase decisions and whether these effects differ by gender. A sample of 165 respondents (aged 18â€“25, all students) was surveyed on 15 items relating to their frequency of UGC engagement, trust in UGC/influencer content, reactions to reviews, and the perceived influence of online content in their mobile purchase process. Descriptive statistics (frequencies) revealed that most respondents fall into moderate or neutral categories of UGC use and trust, rather than extreme trust or frequent reliance. Crosstabulations paired with chi-square tests showed that gender has a statistically significant association with every UGC/influencer variable (p < 0.05). Symmetric measures (Pearsonâ€™s R / Spearmanâ€™s Ï) indicated varying strengths of association, with the strongest correlation (R = 0.503) for â€œonline content influence on mobile purchaseâ€ and a notable negative correlation (R = â€“0.298) for â€œUGC factors matter most in mobile decisionsâ€. Reliability analysis yielded a Cronbachâ€™s alpha of 0.795, supporting the internal consistency of the multi-item scale. The results imply that gender moderates not only the level of trust or use of UGC but also how UGC is integrated into decision logic. Practically, marketers in the mobile domain should design UGC and influencer strategies sensitive to gender differences, employ diverse content formats, and emphasise authenticity to build trust. Theoretically, the study points toward extending consumer behaviour models to incorporate demographic moderators in digital influence contexts. Future research should use broader samples, experimental designs, and additional moderators such as digital literacy or platform usage to deepen understanding.

A study on consumer satisfaction of consumers towards Hitachi air conditioners in Gandhinagar and Ahmedabad city

Jash Tailor — 2025-12-16

This study investigates consumer satisfaction towards Hitachi air conditioners in Gandhinagar and Ahmedabad, focusing on the influence of age on various satisfaction factors. Data was collected from 252 respondents and analysed to test ten hypotheses relating age to aspects such as usage patterns, product performance, ease of use, and service quality. The results showed that while age had statistically significant associations with several variablesâ€”like cooling performance, quiet operation, energy efficiency, and service responseâ€”the relationships were weak. A stronger correlation was noted only in the perception of design and aesthetics, suggesting that visual preferences may vary across age groups. Overall, the study found that age alone does not significantly determine satisfaction, indicating the need for broader consumer profiling. Practical implications include the importance of improving design options, user interface simplicity, and consistent service quality. The findings offer insights for enhancing customer experience and tailoring marketing strategies. Future research could include more demographic factors and psychographic data to gain deeper understanding.

A study on Understanding Gen Z's Expectations from Corporate Training after MBA in Ahmedabad city

Rajvi Soni — 2025-12-16

This research looks into what Generation Z (Gen Z) MBA graduates in Ahmedabad think about the corporate training programs their employers offer. As more Gen Z professionals enter the workforce, organizations must tailor their training efforts to match this new generation's learning preferences and career goals. Known for their comfort with technology, desire for ongoing learning, and focus on work-life balance, Gen Z wants training thatâ€™s personalized, engaging, tech-savvy, and relevant to real-world situations. This study aims to figure out how Gen Z assesses corporate training based on aspects like content, delivery methods, relevance to their careers, skill development, and long-term career growth.Using a survey-based approach, weâ€™ll gather data from MBA graduates of Gen Z (those born between 1997 and 2012) who have recently started working or completed internships. The research will delve into various factors, including learning preferences, the choice between online and in-person training, expectations from mentors and trainers, the inclusion of gamification, flexibility, feedback mechanisms, and support after training.The insights gained will be beneficial for HR managers, corporate trainers, and business leaders looking to create training programs that resonate better with Gen Z employees. By closing the expectation gap, organizations can not only boost employee satisfaction and retention but also enhance the return on investment for training initiatives. The study specifically concentrates on the MBA landscape in Ahmedabad, which is becoming a key centre for management talent in India.

A study on consumer satisfaction of consumers towards Hitachi air conditioners in Surat

Darshit Hirapara — 2025-12-16

This study titled â€œA Study on Consumer Satisfaction of Consumers Towards Hitachi Air Conditioners in Suratâ€ investigates how various product and service attributes influence customer satisfaction, with a specific focus on the role of age group as a demographic factor. Data was collected through a structured questionnaire from 258 respondents and analysed using chi-square tests to determine associations between age and satisfaction variables such as cooling performance, noise level, energy efficiency, design, remote usability, service experience, and value for money. Out of ten hypotheses, six showed statistically significant associations, especially in areas like installation service, complaint response, service staff behaviour, and accessibility of service centres. These results indicate that age influences how consumers perceive service-related aspects more than product-related features, which showed uniform satisfaction across age groups. While most relationships were weak in strength, the significance suggests varied expectations among different age segments. The study supports established consumer satisfaction theories like Expectancy-Disconfirmation and SERVQUAL, highlighting the need for demographic-based service strategies. The insights gained are valuable for Hitachi to enhance customer experience in Surat and improve brand loyalty in a competitive market.

Optimizing Customer Engagement via Data-Driven Marketing Strategies

Darshita Shukla — 2025-12-16

In the modern digital economy, optimising customer engagement has become a critical objective for businesses seeking sustainable growth. Data-driven marketing strategies leverage customer data, analytics, and insights to inform marketing decisions, enabling personalised, timely, and relevant interactions. This comprehensive review examines the role of data-driven approaches in enhancing customer engagement, conversion, and loyalty. Key strategies such as customer segmentation, real-time behavioural targeting, personalised customer journeys, predictive analytics, and continuous optimisation are discussed. Empirical evidence highlights the positive impact of data-driven marketing on engagement metrics, return on investment, and customer lifetime value. The review also addresses challenges, including data quality, privacy concerns, integration, and the balance between automation and human-centric communication. Emerging trends such as artificial intelligence, machine learning, and large language models further expand the potential of data-driven marketing. The study concludes with practical recommendations for implementing effective data-driven strategies, emphasising the strategic importance of leveraging data to achieve competitive advantage.