Marketing
Permanent URI for this collectionhttps://hdl.handle.net/20.500.14540/15
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Item Item Consumer brand engagement in purchasing gadeta(2025) Dumre, Sagun; Mikha ShresthaThis study examines the dynamics of consumer brand engagement (CBE) in the gadget industry, focusing on its antecedents—perceived value, customer satisfaction, and purchase intention—and their impact on purchasing decisions. Through a quantitative analysis of 400 gadget consumers in Nepal, the research identifies perceived value (β = 0.32) as the strongest predictor of engagement, driven by functional benefits like performance and innovation, followed by customer satisfaction (β = 0.28) and purchase intention (β = 0.19). The study highlights the dominance of utilitarian engagement, with social media interaction (mean = 3.66) as a key touchpoint, while emotional connections (mean = 3.55) and value alignment (mean = 3.51) remain underdeveloped. Findings validate Social Exchange Theory (SET) in explaining reciprocal brand-consumer relationships and propose a generalized CBE framework applicable beyond online contexts. Practical insights urge brands to innovate functionally, enhance post-purchase support, and align with consumer values (e.g., sustainability) to foster loyalty in a competitive market. Keyword : Perceived Value, Customer Satisfaction, Purchase Intention, Consumer Brand Engagement.Item Qr codes and customer satisfaction of commercial banks(2025) Gurung, Shradha; Rishi Ram PanthThis study investigates how QR code banking influences customer satisfaction within Nepalese commercial banks. Findings reveal a moderate negative correlation between QR code banking satisfaction and Internet banking satisfaction, suggesting a trade-off between these services. While QR code banking does not significantly affect mobile banking satisfaction, higher QR satisfaction correlates with slightly elevated overall customer satisfaction. The study underscores the importance of strategic improvements in QR code banking to enhance customer satisfaction across Nepalese banks. This study explores how Internet banking affects customer satisfaction in commercial banks in Nepal. The findings reveal a significant positive relationship between customer satisfaction with Internet banking and mobile banking services, suggesting that users experience satisfaction across both platforms. However, there isa negative correlation between Internet banking satisfaction and QR code services, pointing to potential speed-related issues. The findings suggest opportunities for Nepalese banks to strategically enhance Internet banking services to improve overall customer satisfaction levels. This research assesses the effect of mobile banking on customer satisfaction in commercial banks across Nepal. The analysis indicates that although mobile banking moderately contributes to overall customer satisfaction, its impact on satisfaction with QR code banking is relatively limited. Higher satisfaction with mobile banking weakly correlates with increased overall customer satisfaction. These insights suggest avenues for Nepalese banks to focus on optimizing mobile banking services to further enhance customer satisfaction and overall service quality. Keywords: QR Codes and Customer Satisfaction of Commercial BanksItem Sales planning and its impact on profitability of unilever Nepal limited(2013) Bhatt, Lalit Prasad; Govind Raj JoshiNot AvailableItem Job switching behavior of employees in the nepalses baking sector(2025) Khadka, Ashish; Binita ManandharNepal’s banking sector has seen a notable rise in employee job switching, raising concerns about workforce stability and operational efficiency. Driven by the pursuit of better career prospects, this trend underscores issues like employee retention, job satisfaction, and organizational culture. Using surveys and interviews across various institutions, the study identifies key motivators such as salary expectations, limited career growth, workplace stress, and lack of recognition. The resulting high turnover impacts both financial and operational performance, increasing recruitment costs, reducing productivity, and affecting service quality. To address this, the study suggests retention strategies focused on employee engagement, including performance-based rewards, leadership development, and flexible work policies. A supportive culture that values recognition and career advancement is vital for sustaining talent in Nepal’s banking industry. Keywords: Job Switching, Banking Sector, Employee Retention, Career Growth, WorkLife Balance, Organizational Culture, Nepal, Human Resource Turnover, Employee Motivation, Workforce Stability.Item Corporate social responsibility and brand loyalty in nepalese commercial banks(2025) Gautam, Sunita; Keshav ChandThe research aims to evaluate corporate social responsibility (CSR) and brand loyalty in Nepalese commercial banks. It analyzes the relationships between economic, legal, ethical, environmental, and social responsibilities and their effects on brand loyalty in these banks. The study utilizes both descriptive and causal research designs. The population consists of commercial bank customers in Nepal, with a sample of 411 respondents selected through convenience sampling. Primary data were collected from these customers using a questionnaire. Reliability and statistical analysis, including descriptive, correlation, and regression analysis, were conducted. The findings indicate that banks perform well in economic, environmental, legal, ethical, and customer loyalty dimensions, with particular strengths in environmental and economic responsibilities. However, social responsibility shows comparatively lower satisfaction and greater variability. Economic, legal, ethical, and social responsibilities have a significant relationship with customer brand loyalty, while environmental responsibility does not show a statistically significant connection. Overall, the impact of all CSR dimensions on brand loyalty is significant. Keywords: CSR, brand loyalty and Nepalese commercial bankItem Impact of E-banking services on customer awarness in nepalese commercial banks(2025) Gaire, Shambhu; Sarita MaharjanThis study aims to evaluate how e-banking services impact Nepalese commercial banks' consumer awareness. The study takes descriptive and casual-comparative research design, with convenience sampling utilized as a non-probability sample technique. Structured questions and online surveys were utilized to collect data from 229 respondents. Data analysis is carried out using both descriptive and inferential methods. According to the findings, Customer awareness, accessibility, reliability, convenience, and privacy are major variable for e-banking service in Nepal. There is Positive significant relationship between accessibility (r=.355, p .001) with customer awareness. Similarly, There is positive significant relationship between reliability (r=.184, P .001) with customer awareness. There is positive insignificant relationship between convenience (r=.091, p .005) with customer awareness. There is negative insignificant relationship between privacy (r=.091, p .005) with customer awareness. Keywords: A, R, C, P, AND CAItem Factors affecting adoption of wallet among generation x in nepal(2025) Pathak, Nisha; Bhoj Raj OjhaThe study's primary goal is to look at the variables influencing generation X in Nepal's use of e-wallets. Descriptive and casual research designs are employed in the study. The study's sample size is 400. In this study, the convenience sampling method is used to contact the sample responder. Descriptive statistics, regression analysis, and correlation evaluation were employed in this study's data analysis. This study shows that most respondents agree that the ease of use of E-wallet services is a major factor influencing their adoption of E-wallet, and they also believe their level of adoption is high. According to the correlation research, the use of e-wallets is significantly positively correlated with perceived security. Similarly, there is a strong positive correlation between the usage of e-wallet systems and their perceived utility. Likewise, there is a favorable correlation between the adoption of e-wallets and perceived ease of use. Further, social influence in E-wallet is significantly positively related to its adoption. The results of the multiple regression analysis show that the adoption of e-wallets is significantly positively impacted by perceived security. Meanwhile, the adoption of e-wallets is significantly positively impacted by perceived utility. Likewise, the adoption of e-wallets is significantly positively impacted by perceived simplicity of use. The adoption of e-wallets is also found to be significantly positively impacted by social influence. Based on these results, the study comes to the conclusion that social influence, perceived utility, perceived security, and perceived simplicity of use are all important elements affecting the adoption of e-wallets. Keywords: Adoption of E-wallet, perceived security, perceived usefulness, perceived ease of use and social influenceItem A study of buying decision of television consumer(2011) Basnet, Deependra; Narayan Krishna PradhanNot availableItem Customer loyalty in the retail banking market of nepal ( A case study of retail baking market of Narayangadh city )(2013) Adhikari, Prekshya; Nira ShresthaCustomer loyalty is truly an amorphous concept for many bankers. Most banking strive customer loyalty, and considerable efforts are paid to maintain a loyal customer base. As competition is getting much higher, the importance of customer loyalty and challenge in keeping customers loyalty has increased. It is widely argued that lasting customer relationship is beneficial for the banking sector. The cost of recruiting new customer are said to be higher than cost of retaining old customers. It is found a positive relationship between customer loyalty and the organization’s profitability. Moreover, customer loyalty provides pricing power in the marketplace and better protection from competitive threats. Loyal customer provides a platform for stronger, deeper relationships with customers. Customers that are loyal will return more often, giving higher sales because when customers are loyal to business, business benefits from that customer for very long and that customer will always buy from your business wherever and whenever possible. If your business satisfies loyal customers every time, then hopefully many will become customers for life. This is the effective form of marketing, where your satisfied customers speak to their friends and family, effectively selling your business to them. So, loyal customers will be much more likely to tell their friends about your business/banking. In today’s competitive market, banks and finance companies are emerging very fast in Nepal. The tough competition has been faced by the banks for attracting new customer and retaining old. In this case, maintaining customer loyalty and building customer loyalty program is useful for the bankers. So, the study of customer loyalty would be useful in this situation. This research has been carried out to find out the customer loyalty. In this context, retail banking has been selected. Retail banking is, however, quite broad in nature. It refers to the dealing of banks with individual customers. In other words, Retail banking refers to the mobilization of deposits by the bank mainly from individuals and lending to small business and in retail loan markets. Retail banking is a relationship business; the institution needs to accept that relationship in two-way street and that a customer will maintain a relationship only if there is value in doing so. Retail banking requires a moderate level of customer relation. In retail banking, each product to be offered to customer needs to be well defined, easily serviceable and profitable so as to build the customer loyalty.The main objective of the study is to find out the level of customer loyalty. It also deals with factors influencing customer loyalty i.e. customer satisfaction, service quality and switching cost. The research also studied the factor affecting level of customer satisfaction, quality factors and factors that made to switch the bank and not to switch the bank. The study has only focused to various banks of Narayangadh city. The data was collected mainly though questionnaire survey. For the purpose, a structured questionnaire has been designed to collect the required information. These questionnaires were surveyed to the holder of retail loan of the banks. In order to get the information, regarding customer loyalty, the survey was conducted to 80 respondents who were from diverse age group, profession, and different income levels. Secondary sources are also used to analyze the data. The secondary sources include previous research articles, books, publications, previous thesis, various websites etc. The collected data were coded and entered into a statistical software package, SPSS. With the help of SPSS version 10.00 software, the available data were analyzed. The study has shown that the respondents of Narayangadh area are satisfied with the bank and live up to their general expectation. The study has also stated that most of respondents are associated with LBL followed by HBL and NBL. As the Lumbini bank has its head office in Narayangadh and started its operation earlier, LBL has covered most of the market in Narayangadh. The study has shown that majority of respondents do not have willingness to change the bank and have no willingness to recommend their bank to other. It means they have positive impact on word of mouth.The findings also show that good interest rate and consumer complaint handling are rated most important factor for determining the level of customer satisfaction about retail banking. It is also found in the study that interest rate and easy loan processing are the important quality factor to choose the bank for retail banking. The study also shows that the respondents changed the bank because of loan processing and interest rate. It is also found that loan processing and interest rate are main factors to switch the bank. On other side, risk in choosing another bank might turn out not to satisfy as the main factor which made not to switch the bank. Finally, the study depicts the customer loyalty regarding retail banking market. In the context of emerging customer loyalty, this study gives some relevant information to other researchers and banks.Item Brand performance of Mobile phones in Kathmandu valley(2012) Chapagain, Bikki Sharma; Bhoj Raj AryalNot availableItem Market situation of toothpast in Lalitpur district(2013) Joshi, Smriti; Babu Ram Singh ThapaNot availableItem Item Advertising of consumer production in nepal television ( with special reference to noodles and snacks of CG food limited)(2013) Acharya, Radha Raman; Bishnu Gopal KhimbajaNot availableItem A study on market potentiality of different cars in Kathmandu valley(2009) Subedi, Srijana; Gopal ThapaNot availableItem Marketing practices of poultry feed production in nepal ( A comparative study of poultry feed production industries)(2013) Koirala, Bisheshwor Prasad; Saniga Devi PandeyNot availableItem A study on communication effectiveness of print advertising ( A case study of soft drink in Pokhara)(2011) Rana, Sudip Bikram; Bed Nath SharmaNot availableItem A study on export marketing strategy of nepalese Hindicraft industries(2012) Dhakal, Bishow Ram; Narayan Krishna PradhanNot availableItem Effectiveness of business promotion of united Telecome limited in Pokhara(2014) Bhattarai, Jivan; Milan Kumar BaidhyaNot availableItem Tourism marketing ; A basis for tourism industry of nepal ( with special reference to nepal tourism board)(2010) Shrestha, Shree Krishna; Shree Bhadra NeupaneNot available