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Item CUSTOMER SATISFACTION TOWARDS CARDLESS CASH WITHDRAWAL FROM ATM(Shanker Dev Campus, 2024) Umesh Kumar Shrestha; Dr. Binita ManandharCB is described as the withdrawal and/or transfer of funds by banked, under banked, or unbanked consumers using Automated Teller Machines (ATMs) through a wireless network (Karthikeyan 2012). The main purpose of this research is to examine the impact of cardless cash withdrawal from ATM. In Nepal, at present there are various financial instructions, among them only certain service provider have been selected for research purpose. Only certain service provider have been purposively selected in term of their aggressive adaptation, system up-gradation to digital product and selling digital product to customer on huge basis. Thus purposive sampling techniques have been employed. As per nature of research, only primary data were used for analysis. Similarly primary data are collected through questionnaire. This study use descriptive research design and casual comparative research design. Appropriate frequency tables were used, a coefficient correlation and multiple regression analysis is also used to explained the relationship between the variables and present the findings. The conclusion of this research is Card less cash withdrawal from ATM had Positive and significant impact customer satisfaction. Still majority of population are unaware about Card less cash withdrawal from ATM and there uses, So financial instutions needs to conduct awareness program for maximum use of card less services, locating ATM booth at convenient place, making cradless transaction more secure and reliable.Item SERVANT LEADERSHIP AND ORGANIZATIONAL COMMITMENT IN NEPAL(Shanker Dev Campus, 2024) Shristy Koirala; Dr. Dilliram BhandariEffective motivation serves as a crucial tool for evaluating both employee performance and organizational status. It acts as an internal drive propelling employees towards achieving personal and organizational objectives. This study aims to explore the influence of employee motivation on performance, adopting a positivist epistemology. Employing a descriptive and causal research design, the study utilizes statistical methods including ANOVA, T-tests, correlation, and regression. Questionnaires were administered to employees in commercial banks within Kathmandu valley to gauge the impact of motivation on performance. Results indicate a significant correlation between charisma, inspirational motivation, intellectual stimulation, contingent expectations, and management by expectations shows high degree of positive relationship with organizational commitment while charisma, inspirational motivation, intellectual stimulation, contingent expectations, and management by expectations are statistically significant and positively impact on organizational commitment.Item SOCIAL MEDIA MARKETING ON CUSTOMERS SATISFACTION OF BANKS(Shanker Dev Campus, 2024) Pooja Joshi; Kamal Prakash Adhikari / Deepak Raj KadelThis thesis investigates the impact of social media marketing on customer satisfaction and retention in the banking sector, focusing on customers of commercial banks in Nepal. Through a quantitative approach analyzing descriptive data (mean, median, and standard deviation), the study examines the relationship between social media engagement and customer satisfaction. The sample includes 387 respondents from nine commercial banks in Kathmandu, comprising diverse demographic backgrounds and utilizing platforms like Facebook, Instagram, and mobile banking apps. Key findings reveal a positive correlation between social media attributes—information reliability, responsiveness, privacy, and connectivity—and customer satisfaction. Responsiveness emerges as a critical factor for current account holders, while savings account holders prioritize information reliability and privacy, and fixed deposit holders value all dimensions of social media performance. However, while information reliability and privacy are positively related to satisfaction, they are not statistically significant on their own. Demographic factors such as age and occupation significantly affect satisfaction levels, indicating socio-economic variables influence customer experiences. The study highlights the importance of responsiveness and connectivity in fostering customer satisfaction, urging banks to focus on these aspects to enhance service quality. Future research should consider a larger sample to strengthen generalizability beyond Kathmandu’s banking context.Item CUSTOMER RELATIONSHIP MANAGEMENT IN RETAIL BANKING MARKET OF NEPAL(Shanker Dev Campus, 2024) Dikshya Bhandari; Pratibha PanditThe main objective of the study is to identify effective strategies to enhance Customer Relationship Management in retail banking market of Nepal. There can be many factors that affect the CRM strategies in banking sector. This research study has explained theoretical review and different literature review related to CRM, Customer Satisfaction, Customer Loyalty and so on. The study aimed to provide a descriptive analysis of all the variables used, under the present context. Primary data for the study was collected from customer associated with different bank and financial institution in Nepal through structured questionnaire. The questionnaire was distributed to 212 respondents. Pearson correlation analysis was conducted to identify the relationship between independent variable (Customer Satisfaction, Customer Loyalty, Service Quality and Customer Safety) and dependent variable (Customer Relationship Management Effective Strategies). SPSS 23 was used to find the result of the data analysis and interpretation. A significant finding from the study is that the independent variable (Customer Satisfaction, Customer Loyalty, Service Quality and Customer Safety) has direct and positive impact on CRM. The conclusions are provided after interpreting and analyzing the collected data through primary sources. This study has some limitations and to overcome this, further research can be done by including more specific factors.Item CONSUMER INCLINATION TO UTILIZE QR PAYMENT SYSTEM AT HYPER MARKET(Shanker Dev Campus, 2024) Biraj Shrestha; Dr. Binita ManandharThis study explores the factors influencing consumers' inclination to utilize QR payment systems, particularly at hypermarkets in the Kathmandu Valley. With the rise of digital payment systems globally, QR payments have gained popularity due to their speed, convenience, and enhanced security. However, their widespread adoption is dependent on factors like consumer preferences, financial incentives, and technological readiness. The research examines these factors by conducting surveys with consumers and market staff, focusing on demographic influences, the impact of financial incentives, and how technological infrastructure affects QR payment usage. The study also highlights the role of perceived ease of use and security concerns in shaping consumer behavior. The findings suggest that while technological readiness plays a crucial role in promoting QR payment adoption, financial incentives do not always significantly increase consumer interest. Additionally, the ease of using QR payments is important but not a decisive factor in encouraging widespread adoption. Based on the results, the study provides insights for hypermarkets, policymakers, and financial institutions. It suggests that improving technological accessibility and addressing consumer concerns about security and transaction fees could foster greater acceptance of QR payment systems in Nepal's hypermarket sector. This research contributes valuable knowledge to the growing field of digital payment systems, offering strategies to promote their adoption in the retail industry and supporting Nepal's move towards a cashless economy.Item STATUS OF DEVELOPMENT ASSISTANCE IN NEPAL(Shanker Dev Campus, 2024) Nira Kafle; Rishi Ram panthaThis study entitled “ Status of Development Assistance in Nepal”wasdone as partial fulfillment of the requirements for master degree of Business Studies. It was carried out from the data of MOF, NRB and other similar institution. This thesis examines the status of Development Assistance in Nepal, and adds to growing literature on the issue of aid effectiveness. Until the mid1960s, almost all development projects in Nepal were financed by Development Assistance. Since 1970, the average aid/GDP ratio remains at over 6 percent and in 2002 development assistance financed over 50 percent of Nepal’s development expenditure is financed by assistance. To carry out the study scientific research methodology was adopted which includes the problem findings, research design, and secondary data collection, analysis and summarization of the result. To find out the status of development assistance, its contribution to national budget and sectoral contribution observed through analysing the trend ofsectoral development assistance in different fiscal year. The results obtained from the research shows the assistance dependency is higher in Nepal. Data shows that around 1Item EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN NEPALESE BANKING INDUSTRY(Shanker Dev Campus, 2024) Nimme Maharjan; Sita DhitalThe banking industry in Nepal has experienced rapid growth in recent years, leading to increased competition and the need for service excellence to retain customers. This study explores the effect of service quality on customer satisfaction in the Nepalese banking industry. The research focuses on five key dimensions of service quality—Tangibility, Reliability, Responsiveness, Assurance, and Empathy—analyzing their individual and collective impacts on customer satisfaction. A multiple regression analysis was conducted based on survey data collected from bank customers across various regions of Nepal. The findings reveal that all dimensions of service quality have a significant influence on customer satisfaction, with Assurance and Responsiveness showing the strongest positive impacts. Additionally, the results highlight the areas where Nepalese banks need improvement, particularly in enhancing reliability and empathy to ensure better customer experiences. This study provides valuable insights for bank managers aiming to develop strategies that improve service quality and foster customer loyalty in a highly competitive market. The research concludes with recommendations for the banking sector in Nepal to maintain a high level of service quality, ultimately enhancing customer satisfaction and long-term profitability.Item FACTORS INFLUENCING CUSTOMER INTENTION TO ADOPT ESEWA WALLET IN KATHMANDU CITY(Shanker Dev Campus, 2024) Jenish Bajracharya; Asso. Prof. Dr. Kapil KhanalThe main purpose of this study is to know the factors influenced by customer intention to use the e-Sewa in Nepal. To achieve this quantitative and descriptive approach is employed, utilizing a sample of 400 questions to gather primary data. The research is grounded in an extended version of technology and innovation theory. e-Sewa represents a digital solution with mobile payment connectivity, providing users with a convenient and secure method within the digital financial ecosystem. The supporting conceptual framework used for the research from the extended version of technology and innovation theory. e-Sewa mobile payment wallet is a digital payment technology with a mobile connectivity as an innovation in digital financial ecosystem offering users a convenient and secure method. In this study variables which are influencing perceived usefulness, perceived ease of use, perceived behavioral control, Subjective norms, perceived security, subjective norms, observabiliity, perceived costs and dependent variable is behavioral intention to adapt. The study focus on studying the factors influencing perceived usefulness, perceived ease of use, perceived behavioral control, subjective norms, perceived trust, perceived cost, observability have significant influenced in behavioral intention toward e-Sewa. E-Sewa provider should enhance its agents and merchants for more users’ usefulness. Besides, e-Sewa provider should maintain the stability of connection to become more trust on security after those transaction fees of e-Sewa should create a market to increase customer intention on adoption. The test indicate significant difference in the awareness of the cashless transaction between male and female respondent, suggesting that gender have no exert a significance influence on awareness levels. The finding underscore the perception of using e-Sewa as perceived ease of use, perceived behavioral control, perceived usefulness, perceived costs, subjective norms, perceived security, observabiliity, and behavioural intention to adapt as a dependent variable.Item DIGITAL ADVERTISING AND CONSUMER BEHAVIOUR IN KATHMANDU VALLEY(Shanker Dev Campus, 2024) Sharmila Kumari Budhathoki; Joginder GoetThis study investigates the effect of digital advertising on consumer buying behavior in Kathmandu valley. It employs both descriptive and causal-comparative research designs to address key issues related to this impact. The study surveyed 400 consumers from the area and utilized descriptive statistics, correlation analysis, and multiple regression analysis through SPSS version 26. Findings indicate that most respondents believe social media advertising significantly affects their purchasing decisions and that their intent to buy is also elevated. The correlation analysis indicates a significant positive relationship between social media advertising and consumer purchasing behavior. Similarly, a strong positive association exists between mobile advertising and consumer behavior, as well as between banner advertising and consumer behavior. Additionally, email marketing also shows a significant positive relationship with consumer purchasing habits. The regression results further confirm that social media advertising positively influences consumer behavior, along with mobile and banner advertising. Email marketing likewise has a significant positive impact on purchasing behavior. Consequently, this study concludes that digital advertising significantly affects consumer buying behavior in the Kathmandu Valley.Item FACTORS INFLUENCING FEMALE COLLEGE STUDENTS TOWARDS ONLINE PURCHASE OF COSMETICS PRODUCTS(Shanker Dev Campus, 2024) Rashana Shrestha; Asso. Prof. Suman Kamal ParajuliThis study investigates the factors influencing online purchase intention of cosmetics in Nepal, focusing on three key variables: Social Media Influencers (SMI), Electronic Word of Mouth (eWOM), and Perceived Quality (PQ). The research was conducted with a sample size of 411 respondents from various universities in Nepal, utilizing a descriptive and causal comparative research design. Multiple regression analysis was employed to determine the relationships between these variables and online purchase intention. The findings reveal that Social Media Influencers significantly impact consumers' purchase intentions. Influencer endorsements and content create strong connections with consumers, building trust and encouraging purchases. This highlights the growing importance of influencers in shaping consumer behavior in the digital marketplace. Electronic Word of Mouth also emerged as a crucial factor. Positive online reviews, ratings, and recommendations were found to greatly enhance consumer confidence and the likelihood of making a purchase. This underscores the need for businesses to actively manage their online reputation and encourage positive feedback. Perceived Quality was identified as another significant determinant of purchase intention. Consumers are more likely to purchase products when they perceive them as high quality. Thus, effectively communicating product quality and maintaining high standards are essential for fostering consumer trust and driving purchase decisions. In conclusion, the study emphasizes the need for businesses to leverage social media influencers, foster positive eWOM, and ensure high perceived quality to boost online purchase intentions. By focusing on these factors, companies can enhance consumer trust, satisfaction, and ultimately, sales. Future research could explore additional variables and their interactions with these factors to provide more comprehensive insights into consumer purchase behavior in the evolving digital marketplace.Item DIGITAL MARKETING AND CUSTOMER SATISFACTION IN NEPALESE COMMERCIAL BANKS(Shanker Dev Campus, 2024) Tashina Bhatta; Asso. Prof. Suman Kamal ParajuliThis study examines the digital marketing and customer satisfaction in Nepalese commercial banks. The study is used descriptive and casual comparative research design. Data were analyzed by using different statistical technique such as descriptive statistic, correlation analysis and multiple regression. This study shows that the majority of the respondents highly agreed that social media marketing and website marketing factors are significant affecting their satisfaction. The correlation analysis shows that social media marketing (SMM) has positive and significant relationship with customer satisfaction (CS). Likewise, online advertisement marketing (OAM) has positive and significant association with customer satisfaction (CS). Similarly, correlation value between website marketing (WM) and the customer satisfaction is significant positive. Finally, email marketing (EM) has significant positive relationship with customer satisfaction (CS). The regression result found that the effect of social media marketing on customer satisfaction is significant positive. It indicates that changes in one unit of social media marketing lead to increase in customer satisfaction and it has also significant effect on customer satisfaction. Then, online advertisement marketing has significant positive impact on customer satisfaction. At the same time, websites marketing has significant positive impact on customer satisfaction. Moreover, there is significant positive effect of email marketing on customer satisfaction. Therefore, all the digital marketing have significant impact on customer satisfaction in Nepalese commercial banks.Item SOCIAL MEDIA MARKETING AND ITS IMPACT ON IMPULSIVE BUBYING BEJAVIOUR IN KATHMANDU VALLEY IN COSMETIC PRODUCTS(Shanker Dev Campus, 2024) Rojit Kumar Khadka; Mikha ShresthaThis study is examined to Social Media Marketing and Its Impact on Impulsive Buying Behavior in Kathmandu Valley in Cosmetic Products. The main objectives of this study are to identify the influence of social media marketing on impulse buying behavior among consumers, to analyze the specific social media marketing techniques of strategy to that contribute impulsive purchasing decisions and to examine the relationship between hedonic motivation, website quality, trust, situational variable and impulse buying behavior. Hedonic Motivation (HD), Website Quality (WQ), Trust (T) and Situational Variable (SV) are the independent variables and Impulse Buying (IB) is the dependent variable in this study. Descriptive statistics, correlation and multiple regression analysis are taken to present data. The major finding of this study are improving website quality (WQ) and understanding the hedonic and situational influences on consumers are crucial strategies for managing impulsive buying behavior. The correlation analysis shows strong relationship between impulsive buying and other variables, particularly hedonic motivation and situational factors.Item EFFECT OF TOURISM INDUSTRY ON GROSS DOMESTIC PRODUCT GROWTH OF NEPAL(Shanker Dev Campus, 2024) Rim Bahadur Thada; Jhabindra PokharelThe purpose of this study is to investigate the patterns of visitor arrival, duration of stay, employment, royalties, and foreign exchange earnings in Nepal as well as the effect of tourism on the country's GDP growth. The research design used for this study combined descriptive and analytical methods. Data were gathered from secondary sources, and their interpretation was done using both quantitative and qualitative methods. The data and information were presented using straightforward quantitative techniques like ratios, percentage computations, and statistical graphs. Descriptive formats were used in conjunction with the relevant figures and tables to illustrate the findings. Secondary data from 2013–14 through 2022–23 were used to perform the study. The dependent variable is gross domestic product, while the independent variables are tourist arrival, duration of stay, employment, royalties, and foreign exchange earnings. The correlation analysis shows that while tourist length of stay and royalties have a negative and significant relationship with GDP growth, tourist arrivals and foreign exchange earnings have a positive and substantial relationship with GDP growth. Likewise, the relationship between GDP growth and employment is negligible. Regression study results show that there is a positive and substantial relationship between GDP growth and tourist arrivals, royalties, employment, and foreign exchange earnings; however, there is no significant relationship between GDP growth and the length of stay of tourists.Item FACTORS INFLUENCING SMART PHONE BRAND PREFERENCES IN KATHMANDU VALLEY(Shanker Dev Campus, 2024) Manisha Regmi; Ramesh Kumar PaudelWith the rise in active smartphone usage, companies face the challenge of understanding potential customers' purchasing decisions to drive sales growth and stay competitive. Forecasting or assessing individual preferences is challenging, yet it is crucial for marketers as it is a key step in understanding consumer choices. The main aim of this study is to investigate the factors influencing smart phone brand preference in Kathmandu valley. The study examines the influence of brand popularity, brand attributes and social influence on brand preference of smart phone among the consumers in Kathmandu valley. The independent variables are brand popularity, brand attributes and social influence. Brand preference is the dependent variable. The study's population consisted of smartphone users in the Kathmandu Valley. The primary data has been collected through a structured survey questionnaire by using convenient sampling technique from 250 smart phone users in Kathmandu valley. The research is quantitative in nature. Descriptive, correlation and casual research design was adopted to achieve objectives of this study. It reveals from the study that there is significant impact of brand popularity and brand attributes on brand preference of smart phone. However, social influence does not have significant impact on brand preference. The findings will aid smartphone manufacturers in formulating strategies aligned with consumer brand preferences. The results offer future researchers and business leaders a framework for understanding the evolving market landscape. This study makes a valuable contribution to both academic and professional fields.Item EMPLOYEE MOTIVATION AND PERCEIVED PERFORMANCE IN NEPALESE BANKING SECTOR(Shanker Dev Campus, 2024) Bijaya Kumar Dahal; Dr. Dhan Raj ChaliseThis study investigates the impact of motivation on employee performance in the banking sector. Data was collected from 150 respondents through a questionnaire survey, with motivational factors such as salary, promotion & rewards, working environment, and training & development as independent variables and employee performance as the dependent variable. A descriptive research design was used, and data was analyzed using various methods. Key motivational factors identified included salary, working environment, and rewards. The study found that while salaries are perceived as competitive, there is room for improvement in meeting financial needs. Training and development programs are seen as adequate but need improvement in quality and relevance. Improving salaries, benefits, promotions, working conditions, and training programs positively influences employee performance. Salary increases lead to reduced absenteeism, and rewards and promotions play a vital role in enhancing performance. The research, supported by a strong regression model, underscores the pivotal role of motivation in enhancing employee performance within the banking sector and provides actionable insights for further productivity improvements.Item IMPACT OF SOCIAL MEDIA ON THE CONSUMER BUYING BEHAVIOR IN NEPAL (A study inside Kathmandu Valley)(Shanker Dev Campus, 2024) Ashmita Sapkota; Dr. Binita ManandharThis study investigates the influence of various factors, including Word of Mouth (WOM), Entertainment (ENT), Credibility (CRD), and Product Quality (PRQ), on Consumer Buying Behavior (CBB) in Nepal. The analysis reveals that WOM, ENT, and CRD are strongly interrelated, while PRQ shows a more independent nature. Regression analysis demonstrates that ENT, CRD, and PRQ significantly impact CBB, while WOM does not have a direct influence. These findings highlight the critical roles of Entertainment, Credibility, and Product Quality in shaping consumer behavior, suggesting that a holistic approach is necessary for enhancing customer satisfaction and loyalty. The study emphasizes the importance of maintaining high product quality standards and considering the interconnectedness of these factors to foster positive consumer behavior. Future research should explore additional variables such as marketing strategies, customer service quality, and technological innovation to gain a more comprehensive understanding of consumer buying behavior. The findings of this study underscore the significant impact of Entertainment, Credibility, and Product Quality on Consumer Buying Behavior in Nepal. While Word of Mouth does not have a significant direct effect, the interdependence between these variables suggests that improvements in Entertainment and Credibility can positively influence consumer behavior. The strong correlations between WOM, ENT, and CRD indicate that these factors do not operate in isolation but are interrelated, enhancing the overall consumer experience. Product Quality, despite its weaker correlation with other factors, directly influences consumer behavior, emphasizing the need for businesses to maintain high standards. xItem 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.