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Item FACTORS AFFECTING THE INVESTMENT DECISION OF INDIVIDUAL INVESTORS OF POKHARA METROPOLITAN CITY(Shanker Dev Campus, 2024) Sabin Gurung; Dilliram BhandariThis executive summary provides an overview of the thesis titled "Factors Affecting the investment decision of individual investors of Pokhara Metropolitan City". The study aims to analyze the impact of five key factors, namely psychological, social interaction, firm image, information, and regulations, on the investment behavior of individual investors. The research collected data from a sample of 250 individuals in Pokhara, to assess their investment preferences and decision-making processes. The research findings highlight several key insights. Firstly, the study explores the influence of psychological factors, such as risk tolerance, overconfidence, and loss aversion, on investment behavior. It reveals that these psychological factors significantly affect investment decision-making and risk-taking propensity among individual investors. Secondly, the thesis examines the role of social interaction in shaping investment decision. The findings demonstrate the importance of social networks and interactions, including family, friends, and investment groups, in influencing investment decisions and providing information and recommendations. Thirdly, the research investigates the impact of firm image on investment choices. It reveals that a positive firm image, characterized by factors such as brand reputation, financial performance, and trustworthiness, positively influences investment decision, fostering confidence and trust among investors. Additionally, the study evaluates the significance of information availability, sources, and quality in shaping investment behavior of financial decision-making process. It highlights the importance of access to accurate and timely information, particularly from reliable sources like financial advisors, in influencing investment behavior and risk perception. Lastly, the research examines the influence of regulatory policies, such as investor protection regulations, tax policies, and market regulations, on investment behavior. It indicates that regulatory policies have a substantial impact on investment decision-making, risk perception, and investment preferences among individual investors. Overall, the study provides valuable insights into the factors influencing investment behavior among individual investors in Pokhara, Nepal. It underscores the importance of considering psychological, social, firm-related, informational, and regulatory factors in understanding investment decisions. The findings can be utilized by financial institutions, policymakers, and investment advisors to develop strategies and policies tailored to the needs and preferences of individual investors. This can enhance investor confidence, promote informed decision-making, and contribute to a robust investment ecosystem. It is important to note that the thesis is based on a sample of 250 individuals in Pokhara metropolitan city and may not be fully representative of the entire population. Further research with a larger sample size is recommended to validate and generalize the findings.Item CUSTOMER SATISFACTION ON WORLDLINK INTERNET SERVICE IN JHAPA, NEPAL(Shanker Dev Campus, 2024) Sushmita Tamang; Dr. Pitri Raj AdhikariFor a long time Customer satisfaction has been considered important factor for measuring Value of service on world link internet service of Jhapa, Nepal. However, research on customer satisfaction has been relatively narrowed in scope and frequently failed to link with value of service. This study sought to establish the relationship between satisfaction of users and value of service provided by world link internet around Jhapa district. The study was based on descriptive survey design. The target population consisted of customers of world link internet users residing in Jhapa district only. The study sample was selected through convenience random sampling technique. A sample of 500 respondents was picked for the study in which 407 respondents’ response. A questionnaire was used to collect data. Data was analyzed using descriptive and inferential statistics and the results presented in tables. In this study, Schemes and packages, Connection satisfaction, Consistency Connection, Speed Satisfaction, Customer Response, price satisfaction, Promotional advertisement, Friendly Response, Brand loyalty, Effective communication, corporate social responsibility, Network and coverage, and overall satisfaction are taken as independent variables and value of service is taken as dependent variable. As per the correlation analysis done in the study concludes that the customer satisfaction has moderate correlation with schemes and packages and consistency of connection. Also, Price, Promotional Advertisement, Friendly response, Effective Communication, Corporate social response and overall satisfaction has small but definite relation with the dependent variable Value of service as customer satisfaction of world link internet service. By this study upon testing the hypothesis at the level of p value 0.05, the result shows the insignificant relationship between Schemes and packages, Connection satisfaction, Consistency Connection, Speed Satisfaction, Customer Response, price satisfaction, Friendly Response, Effective communication, corporate social responsibility, Network and coverage, and overall satisfaction and value of service. Similarly, it shows the significant relationship between Promotional advertisement, and Brand Loyalty with value of service. . Based on the findings, it is recommended that world link internet should provide different schemes and packages of internet service to increase customer satisfaction as value of service.Item FEAR APPEAL IN ADVERTISING AND ITS EFFECT IN NEPAL(Shanker Dev Campus, 2024) BHUWON B.K.; Asso. Prof. Dr. Kapil Khanal / Asso. Prof. Suman Kamal ParajuliAdvertising has become one of the most important commercial activities in the modern competitive environment. Companies spend a large part of their budget to produce and run advertisements for promotions to communicate information about their company and products. Companies hope that consumers will purchase their products due to the advertisements, which deliver messages about a certain brand and its products. The marketers use rational and emotional appeal to motivate the consumers to purchase product. Within emotional appeal the fear appeal is one of the mostly used appeals in the advertisement. This study aims to analyse the effectiveness of fear appeal advertisement where different factors are involved in the message which are effective to create the attention, interest, desire and action by the consumers. The factors under the fear appeal advertisements are Amount of depicted fear, depicted susceptibility and Efficacy statements which are defined as the independent variables of the fear appeal advertisements which will affect the dependent variables; Attention, Interest, Desire and Action. An Experimental survey was conducted through questionnaire distribution for this study. The 400 respondents were shown the print ads and asked to fill up the questionnaire and the basis of respondent selection was convenient sampling. The questionnaires were distributed among the audience in Kathmandu city. The study showed that Fear appeal is effective to attract the attention of the audience but doesn’t contribute much to the action or the purchase of the product. The audiences prefer creative, short and problem oriented ads, humorous ads than fear appeal advertisements. It showed that adults and older age audience are more convinced by the fear appeal advertisements while the younger ones below 20 are least convinced by the fear appeal and there is slight difference in the behavior of the males and females in the effectiveness of fear appeal in the advertisement.Item EFFECT OF STORE ATMOSPHERE ON CUSTOMER PURCHASE INTENTION IN BHATBHATENI SUPERMARKET OF KATHMANDU VALLEY(Shanker Dev Campus, 2024) Trima Shah; Suman Kamal Parajuli / Dr. Dipak MahatThis study looked into how store ambient cues affect customers' decisions to buy at a supermarket in the Kathmandu Valley. The supermarket, which is open across Nepal, is the biggest retail establishment there. The study examined a number of ambient cues, including temperature, lighting, cleanliness, music, and product display, to see how those factors affected consumers' intentions to make a purchase. This study examined how customers' total purchase intentions during their shopping experience are impacted by the environment of the store. According to the study's findings, customers' intentions to buy are significantly influenced by factors such as temperature, lighting, cleanliness, and product display, but not by music. The findings of this study suggest that store managers and owners should prioritize maintaining cleanliness, lighting, temperature, and product display as key store stimuli that align with the attitudes and perceptions of their customers. The store is required to keep their space clean, and the merchandise must be kept dust-free and in a nice and orderly manner. Since cleanliness is becoming more and more important to people, the store should always maintain a clean and healthy environment. More clients are drawn in and encouraged to make repeat purchases because of the cleanliness. The results indicate that in order for the product and its information to be easily viewed, retailers or store owners need to control the illumination. Whenever possible, lighting should use multiple colors to complement the surrounding context and maintain visibility. business managers are recommended to create a cool ambiance in their business to make consumers feel cool and relaxed when shopping, as the findings reveal that people tend to feel uncomfortable when the temperature in the store is too high or low. In a similar vein, the product presentation ought to be easy for buyers to peruse and interact with.Item IMPACT OF SOCIAL MEDIA INSTAGRAM REELS ON PURCHASING DECISION-MAKING BEHAVIOR AMONG YOUNG CUSTOMERS OF KATHMANDU(Shanker Dev Campus, 2024) Sarita K.C.; Asso. Prof. Dr. Kapil KhanalThe main objective of this study is to discover the economic impact of Instagram reels on the decision-making of the customers of Kathmandu aged 18-40 years. The descriptive and causal research design was used in this research. This study used primary data from two hundred men and women living in the Kathmandu Valley. The collected data has been analyzed by using some statistical tools such as frequency, mean, standard deviation, correlation analysis, ANOVA and regression analysis. The data is collected through a structured questionnaire method using the Likert Scale. Many determinants influence consumer buying behaviour in this study four variables are taken as independent variables such as Instagram advertisement, Instagram information, motivation to purchase, and level of satisfaction. The collected information and the numerical data have been analyzed by using the SPSS 27.0 version and descriptive statistics, correlation, ANOVA and regression tools are used and tables are used to show the data and results clearly. The regression analysis shows that the R square was to be 0.234. it indicates the model has been explained. In other words, predictors account for 23.4% of the variance in the dependent variables i.e. consumer buying decisions. This demonstrates that the remaining percentage is accounted for by other variables. A high R squared value indicates that a sizable percentage of the consumer buying behaviour variability can be explained by independent variables, according to the summary table. Instagram ads have a positive but not statistically significant impact on consumer buying behaviour. Instagram information has a positive and significant impact on consumer buying behaviour. Consumer buying behaviour is positively but not statistically influenced by the motivation to purchase. The level of satisfaction has a positive and insignificant impact on consumer buying behaviour. Businesses should prioritize and enhance their Instagram marketing strategies. This could involve creating more detailed, engaging, and relevant content that effectively communicates product information, benefits, and uses to the target audience.Item Customer satisfaction survey of Nepalese Commercial Banks(Shanker Dev Campus, 2024) Dangol, Sujan ; Kapil KhanalItem Customer satisfaction and brand loyalty of mobile phones in Kathmandu valley(Shanker Dev Campus, 2024) Khapangi, Lokendra Bahadur ; Mikha ShresthaThis dissertation aims to study the “Customer satisfaction and brand loyalty of mobile phones in Kathmandu Valley” in order to jot down the factual and thorough understanding of the respondent’s status as a mobile phone user. The research aims the user inside Kathmandu valley among the groups of respondents, profiled as gender, age group, family monthly income, academic qualification and employment status. Furthermore, the brand loyalty was also found to be affected by characteristics of mobile phones, that includes price range and mobile brands (manufacturers), customer satisfaction, customer satisfaction that includes satisfaction include device’s dimension, quality, brand switching cost, price fairness and many more. The survey was conducted among 400 respondents. Among 400 respondents, the majority of the respondents were male and aged between 21 to 27, found out that brand image, perceived brand quality and brand switching cost are major factor affecting customer satisfaction and brand loyalty, however, the brand image, perceived brand quality, brand experience has positive relation with customer satisfaction and brand loyaltyItem Social media advertising and It’s impact on consumer buying behavior of cosmetic product in Kathmandu valley(Shanker Dev Campus, 2024) Karki, Biva ; Kapil KhanalThe study completed in Social Media Advertising And It’s Impact on Consumer Buying Behavior of Cosmetic Product in Kathmandu Valley with objectives to analyze current situation of social media means advertising of cosmetic product in Kathmandu valley, examine the social media advertising factor change the consumer perception, attitude, value and interest towards cosmetic product and assess the impact of change consumer perception, attitude, values, and interest on consumer buying behavior of cosmetic product. The study was completed under the descriptive and causal research, where descriptive research design describe the feature and characteristics of the data and response of respondent by taking sample size 400 out of total population of the Kathmandu valley who were used the cosmetic product. Study had used the descriptive, correlation and regression model to reached conclusion. Finding of the study was, there was significant correlation between independent variables consumer perception, attitude, values and interest and dependents variables consumer buying behavior and regression shows the significant impact of independent variable consumer perception, attitude, values and interest on dependent variable consumer buying behavior where calculated f value 37.754 is significant at 0.05 levels that mean regression line was fit. Dependent variable buying behavior and independent variables are social media advertisement, consumer perception, consumer attitude, and consumer value and consumer preferences.Item CUSTOMERS PERCEPTION ON GREEN BANKING PRACTICES IN COMMERICAL BANKS OF KATHAMNDU, NEPAL(Shanker Dev Campus, 2024) Roshani Bhandari; Joginder GoetItem THE EFFECTS OF DIGITAL MARKETING ON CUSTOMER RELATIONSHIPS IN KATHMANDU VALLEY(Shanker Dev Campus, 2024) Rabina Kumari; Asso. Prof. Suman Kamal ParajuliItem CONSUMER WILLING TO BUY BRANDED CLOTHING IN KATHMANDU(Shanker Dev Campus, 2024) Prajita Koirala; Asso.Prof. Suman Kamal ParajuliItem FACTORS AFFECTING THE RELATIONSHIP MARKETING IN NEPALESE INSURANCE COMPANIES(Shanker Dev Campus, 2024) Kiran Shrestha; Asso. Prof. Suman Kamal ParajuliThe purpose of this study is to analyze the characteristics that influence relationship marketing in Nepalese insurance businesses, with a particular emphasis on trust, commitment, feeling satisfied, communicating effectively, and managing conflicts. Through the use of structured questionnaires, data was acquired from 400 consumers through the use of a mix of descriptive and causal comparative study techniques. The descriptive analysis revealed moderate levels of trust, commitment, contentment, and communication, accompanied by strong confidence in conflict management techniques. The results of the correlation study showed that there are strong positive links between relationship marketing (RM), trust, commitment, satisfaction, and communication. Regression analysis further corroborated these results, revealing trust, commitment, contentment, and communication as important predictors of RM, accounting for 69.6% of its variation. On the other hand, conflict management demonstrated very little influence. These findings highlight the crucial role that establishing trust, encouraging commitment, assuring high levels of satisfaction, and sustaining effective communication techniques play in the process of improving relationship marketing activities inside Nepalese insurance businessesItem EFFECT OF SOCIAL MEDIA ADVERTISEMENT ON CONSUMER PURCHASE DECISION(Shanker Dev Campus, 2024) Ankit Aryal; Mikha ShresthaThe company can advertise their product, do marketing and even sell their products via social media. People are also preferring online shopping in contrary to the traditional shopping as online shopping saves time, provides opportunity to compare the available options about the products, find the option within budget and many more. However, there are certain parameters which influences the purchase decision of the consumers while performing the online shopping. People often hesitate to do online shopping because of the miscellaneous factors. This research project entitled “Effect of Social Media Advertisement on Consumer Purchase Decision” has tried to identify and find out some of the factors with regards to the social media which can influence the purchase decision of consumers in context of Nepal. The objective of this research is to assess the influence of social media on purchase decision of Nepalese consumers. Here, five independent variables have been defined (i) Trust, (ii) Perceived Usefulness, (iii) Recommendations and Referrals, (iv) Forums and Communities. Hypotheses are setup to assess and examine the influence of these five independent factors with the dependent factor (Purchase Decisions). These independent variables have been decided following various journals and previous research made with regards to purchase decision of online consumers. This research is survey-based descriptive research where nonprobability convenience sampling method is used to collect the information. The sample and the population of this research represents the Nepalese consumers. Primary data was used for this research. Data was collected from the questionnaires that were distributed to the potential online consumers of various demographic status. Questionnaire was distributed to 620 individuals out of which 400 responded. The data obtained from the questionnaires were analyzed using IBM SPSS and Microsoft Excel. Various statistical tools and theories were analyzed to interpret the result.Item IMPULSIVE BUYING BEHAVIOUR OF CONSUMERS IN CONTEXT TO APPAREL PURCHASE IN KATHMANDU VALLEY(Shanker Dev Campus, 2024) Sajal Shakya; Dr.Bimala ManandharThis research is a study of “IMPULSIVE BUYING BEHAVIOUR OF CONSUMERS IN CONTEXT TO APPAREL PURCHASE IN KATHMANDU VALLEY”. This study aimed to find out Impulsive buying behavior of consumer in context to apparel purchase in Kathmandu valley has and also try to find out its relevancy and importance. This study was done by using the primary data collected with the help of Google sheet. For the data collection sample of 410 people in Kathmandu valley was collected .Data analysis is done with the help of Google sheet, MS Excel and SPSS. Collected was proceed in data analysis software to calcuted mean, Standard Deviation correlation and regression. This study is done to check impulsive buying behavior the relation with price of product, self-esteem, anxiety, TV/media, social desirability and in-store display. This study includes five chapters. The first chapter introduces consists of background study Statement of problem, Objectives of study, hypothesis, importance of study and limitation of study. The second chapter literature review consists of theoretical review, empirical review and research gap. Chapter three researches Methodology consist of Research Design, Population and Sample, Nature and Sources of Data, Data Collection Procedures, Data Analysis Tools and Research frame work and definition of variables. Chapter four presentations and analysis consist Presentation and Analysis of Data and Hypothesis Testing. Chapter five summary and conclusion consist of Summary, Conclusion and Recommendation.Item CONSUMER ETHNOCENTRISM AND PURCHASE INTENTION OF NEPALI FASHION BRANDS(Shanker Dev Campus, 2024) Prawesh Khanal; Binita ManandharThis study investigates the factors influencing the purchase intention of Nepali fashion brands through a detailed analysis of participant demographics and perceptions. The research reveals a predominantly male respondent base (55.8%), emphasizing the importance of gender-related influences on consumer behavior in fashion contexts. Moreover, the age group of 40-49 years emerges significantly (39.8%), suggesting their pivotal role in shaping perceptions and behaviors related to Nepali fashion brands. Marital status diversity is evident, with unmarried individuals comprising the largest group (54.5%), followed by married (44.2%) and divorced participants (1.2%). Occupational diversity highlights various job positions, from entry-level trainees (18.2%) to mid-level officers (43.0%) and senior officers (12.8%). Participants demonstrate moderate confidence in their product knowledge but varied perceptions of brand image, including a positive ethnocentric orientation towards Nepali brands. Word-of-mouth communication and its impact on consumer trust and purchase intentions are also explored. The study's regression analysis indicates strong relationships between brand image, consumer ethnocentrism, word of mouth, and product knowledge, collectively explaining 58% of the variability in purchase intention. Overall, this research underscores the multifaceted influences shaping consumer behavior towards Nepali fashion brands and provides insights crucial for marketers aiming to enhance consumer engagement and loyalty.Item Television advertising and its impact on consumer behaviour of cosmetic product (with reference to clinic plus Shampoo)(2014) Sharma, Tilak Prasad; Chakra Bahadur BomNot availableItem Customer loyalty in the retail banking market of Nepal(2010) Kharel, Rita; Shiva Pd. PokharelNot availableItem BUYERS BEHAVIOUR TOWARDS AUTOMOBILES IN BHAIRAHAWA(Shanker Dev Campus, 2024) Maya Chhantyal; Dr. Binita ManandharItem Market segmentation strategy of private engineering institution in Nepal (a case study of Acme Engineering College)(2009) Oli, Khadga B. Sen; Laxman M. Dhoj JoshiAvailable in fulltextItem DIGITAL MARKETING IN HR SERVICE SECTORGE(Shanker Dev Campus, 2024) Srijana Giri; Asso. Prof. Suman Kamal Parajul