Marketing
Permanent URI for this collectionhttps://hdl.handle.net/20.500.14540/15
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Item Consumer behaviour of decision making process on purchasing motorbike in Kathmandu city(2011) K.C., Rajesh Kumar; Shiva Prasad PokharelNot availableItem Item Impact of dividend policy on market price of share (With special reference to commercial bank)(2011) Khanal, Kishor; Bishnu Hari KoiralaNot availableItem Advertising and consumer attitudes and buying behavior (special related to mayos and wai wai noodles in the Kathmandu valley)(2013) Manandhar, Saroja; Not availableNot availableItem "Cost-volume-profit analysis of kantipur publication & kamana prakashan pvt. ltd.(2008) Bhattarai, Ramesh; Prakash NeupaneNot availableItem Impact of bank advertisement on customer's awareness and loyalty: A study of Nepal bank limited(2013) Chaulagai, Durga Prasad; Yam SilwalNot availableItem Profit planning and control of manufacturing enterprises of Kailali district "A case study of Sharada rice & oil mill"(2012) Binadi, Bhawana; Govind Raj JoshiNot availableItem Advertisement and sales in Kathmandu valley (with special reference to coca-cola)(2013) Pandey, Gyan Hari; BabuRam Singh ThapaNot availableItem Study on problem and prospects of plastic products and it's industries in Kathmandu valley(2014) Dahal, Rupa; Sushil Bhakta MathemaNot availableItem Electronic media and non-electronic media & its effectiveness on consumer behaviour through advertising(2013) Hamal, Krishna Bahadur; Arjun Prasad ShresthaNot availableItem Impact of advertising consumer's behavior of cosmetic products(2013) Maharjan, Rinoj; Babu Ram Singh ThapaNot availableItem Effectiveness of brand preference on noodles marketing (A case study of attariya municipality)(2014) Ojha, Kamal Raj; Not availableNot availableItem Customer behavior and sentiment analysis of Electric Vehicles in nepal(2025) Koirala, Birochan; Keshav ChandThis study explores customer behavior and sentiment analysis regarding electric vehicles (EVs) in Nepal, focusing on the influence of cultural, social, personal, and psychological factors. Using a sample of 400 respondents, both correlation and regression analyses were conducted to assess how these factors shape environmental, infrastructural, productrelated, and economic sentiments towards EV adoption. results indicate that cultural factors exhibit the strongest overall correlation with sentiment analysis (r = .691, p < 0.01), followed by personal, social, and psychological factors. Regression analysis reveals that cultural influences are the most significant predictor of overall sentiment (β = .448, p < 0.01), particularly impacting environmental (β = .372) and product sentiment (β = .671). Personal factors were also significant across multiple sentiment dimensions, notably infrastructural (β = .179) and economic sentiment (β = .214). In contrast, psychological and social factors had moderate to limited predictive power, showing significance in only a few sentiment categories. The findings suggest that while all four behavioral dimensions play a role, cultural and personal factors predominantly drive public sentiment toward electric vehicles in Nepal. These insights are crucial for policymakers, marketers, and EV manufacturers aiming to design culturally aligned and personally relevant strategies to foster EV adoption. Keywords: Sentiment analysis, buying behavior, electric vehiclesItem 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 CA