Marketing
Permanent URI for this collectionhttps://hdl.handle.net/20.500.14540/15
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Item 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 availableItem Budgeting procedure in public manufacturing enterprises ( A case study on diary development corporation)(2011) Bhatt, Chudamani; Joginder GoteNot availableItem Brand preference of Mobile phones in kathmandu valley(2012) Sharma Chapagain, Bikki; Bhoj Raj AryalNot availableItem A case study of promotional activities of machhapuchhre bank ( Pokhara based branches)(2011) Baral, Raju Prasad; Bishnu Hari KoiralaNot availableItem A study of tourism marketing and promotion activities of Nepal Tourism Board(2011) Dhakal, Deepak; Narayan Krishna PradhanNot availableItem Impact of brand on consumer purchase decision of beer brands in nepal(2025) Khadka, Shibaji; Laxman Raj KandelAvailable in FulltextItem Factors affecting behaviour in bhatbhateni super store in Kathmandu valley(2025) Byanjankar, Preeti; Binita ManandharAvailable in FulltextItem Effect of social media marketing on consumer behaviour in automobile industry(2025) Tripathee, Diwash; Sarita MaharjanAvailable in FulltextItem Job satisfaction and employee retention in the service sector(2025) Karki, Bhawana; Dhan Raj ChaliseAvailable in FulltextItem Consumer perception and purchase intention of electric vehicles(2025) Tamang, Anu; Binita ManandharAvailable in FulltextItem A case study on brand loyalty of domestic consumer product(2013) Jha, Shiv Shankar; Sadan Kumar BhagatItem SOCIAL MEDIA MARKETING AND PURCHASE INTENTION ON FANCY PRODUCTS(Shanker Dev Campus, 2024) Kanchan Dhital; Asso. Prof. Dr. Suman Kamal ParajuliThis study looks into a niche area with little research: how social media marketing affects Fancy product purchase intentions. Businesses have been able to build trust, loyalty, and engagement with their customers through social media sites like Facebook, Instagram, and YouTube. The study discovered that social media marketing strategies like personalized content, partnerships with influencers, and interactive engagement have a big effect on how people buy Fancy-friendly products. The Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) are used to look at how attitudes, subjective norms, and how easy something is thought to be to use affect people's plans to buy. An analysis of real data shows that consumer engagement is a link between social media marketing strategies and plans to buy. People's willingness to buy luxury Fancy products is also affected by how much they trust brands. When social media marketing is done right, it can increase community and consumer value, which makes people more likely to buy. This study suggests that marketing that focuses on Trust and Engagement may work better when aimed at Fancy-oriented consumers. This study adds to the body of research on social media marketing and helps companies improve their marketing plans in a tough market.Item CUSTOMER EXPERIENCE TOWARDS DIGITAL BANKING(Shanker Dev Campus, 2024) Amir Shrestha; Dr. Binita ManandharThis study examines the factors influencing customer experience with digital banking in Nepal, focusing on customer trust, security perceptions, ease of use, platform design, transaction speed, and satisfaction. The primary aim was to identify the key elements that affect customer experience and trust in digital banking services. A quantitative research approach was adopted, and data was collected from 384 respondents through a Google Forms questionnaire. The study's findings suggest that ease of use, platform design, and availability of support significantly enhance customer satisfaction, while transaction speed had a negative effect. Security and privacy, although important, had less of an impact on the overall customer experience than expected. The research also explored the impact of digital banking on customer satisfaction compared to traditional banking. It was found that customers generally preferred the convenience and accessibility of digital banking, particularly in terms of transaction speed and accessibility. However, there were still areas of dissatisfaction, especially related to the security and reliability of services. These findings indicate that while digital banking has gained significant popularity, there is still a need for continuous improvements, particularly in mobile banking services. In conclusion, this study provides valuable insights into the customer experience with digital banking in Nepal. It highlights the importance of user-friendly platforms, fast transaction speeds, and efficient customer support in enhancing overall satisfaction. The research also suggests areas for improvement in security and mobile banking features. These findings contribute to a deeper understanding of digital banking in Nepal and offer practical recommendations for banks to enhance their services and build long-term customer trust.Item IMPACT OF SOCIAL MEDIA MARKETING IN STARTUPS OF NEPAL(Shanker Dev Campus, 2024) Mamata Oli; Dr. Binita ManandharThis study, titled "Impact of Social Media Marketing in Startups of Nepal," explores the influence of four key social media constructs identity, conversations, sharing, and presence on brand awareness. Guided by the Honeycomb Model, this research investigates how startups can leverage these constructs to overcome resource constraints and achieve competitive advantages in a rapidly evolving market. Using a descriptive research design, data was collected from 385 respondents through structured surveys. The analysis involved descriptive statistics, correlation, and regression methods to identify the relationships between the constructs and brand awareness. The findings reveal that "presence" has the most significant impact on brand awareness, followed by "identity," "conversation," and "sharing." Startups with a consistent and engaging social media presence were more successful in enhancing customer recognition and trust. This study highlights the challenges Nepalese startups face, including limited resources, lack of strategic planning, and inconsistent content. It provides actionable recommendations for optimizing social media strategies, such as focusing on personalized content, fostering two-way communication, and maintaining an active online presence.Item DISTRIBUTION STRATEGY ADOPTED BY PHARMACEUTICAL INDUSTRY: A CASE OF OMNICA LABORATORY(Shanker Dev Campus, 2024) Anjunee Tandukar; Asso. Prof. Dr. Sajeeb Kumar ShresthaThis thesis explores Distribution Strategy Adopted by Pharmaceutical Industry : A case of Omnica laboratory. The research aims to address the current status of Pharmaceutical Industry in Nepal. It also aims in finding out the opinion of doctors, comsumers and related company person about the said area and how it can be applied in practice in the pharmaceutical industry of Nepal. The study has used the questionnaire from various doctors, consumers and medicine practitioner for the findings of objectives of the research. The results derived here are taken from the data of a decade in the said area of pharmaceutical industry. There are various organization, companies and many more involved in this sector from many years. It is very important to figure out the motive behind the study and the clear objective is carried out behind all the research and its findings. The work provides insights for the industry stakeholders to enhance distribution framework, improve patient access to medicines, and ensure sustainable growth in an increasingly competitive and regulated environment. The study aims to serve as a valuable resource for industry professionals, policymakers, and academic seekers to understand and innovate within the pharmaceutical distribution landscape.Item THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON THE BANKING PERFORMANCE OF COMMERCIAL BANKS IN NEPAL(Shanker Dev Campus, 2024) Ramesh Adhikari; Dr. Pitri Raj AdhikariThe main objective of this study is to examine the effect of customer relationship management (key customer focus, customer knowledge management, organizing around customer relationship management, and technology-based customer relationship management) on the marketing performance of selected commercial banks in Nepal. In this study, both qualitative and quantitative approaches were employed. The study used primary and secondary sources to gather data. Primary data were collected through a 5 point Likert-scale questionnaire. The population of the study was employees (managers, supervisors, and professionals) of selected banks. The total sample size for the study was 410. To analyze the collected data correlation and multiple regression were used. The findings show that Key client focus had the highest effect on marketing performance followed by Organizing around CRM and technology. On the contrary, Knowledge Management is insignificantly related to marketing performance. Therefore, based on the findings the researcher has recommended that the bank should work more on those three customer relationship management dimensions (key client, organizing around CRM, and technology) that significantly affect the marketing performance.Item Brand Loyalty and Consumer Attitudes on Purchase Behavior of Goldstar Shoes(Shanker Dev Campus, 2024) Ghan Shyam Devkota; Rishi Ram Pantha / Bharat Raj PantThe subject of scientific research is the examination of the difference in brand loyalty factors according to the socio-demographic characteristics (age, education, income level) of confectionary consumers, as well as the examination of the connection between brand loyalty factors and brand loyalty of confectionary consumers in Serbia. 200 respondents completed the structured questionnaire. Determining the difference in brand loyalty factors according to socio-demographic characteristics of confectionary consumers was performed using the f test, while the correlation between the brand loyalty factors and brand loyalty was performed using Spearman's rank correlation as a non-parametric alternative to Pearson's correlation. It was determined that there is a significant difference in brand loyalty factors according to the age, education, and income level of confectionary consumers. There is also a statistically significant correlation between all brand loyalty factors and brand loyalty.