September 2022, VOLUME: 8, ISSUE-3

COMMERCE & MANAGEMENT JOURNAL

Impact of Cashback and Reward Programme’s On E-Wallet Usage

Munindra Prakash Shakya

  • Pages: 1-6
    • <p>The impact of cashback offers and structured reward programs on customer adoption and long- term e-wallet usage in the Indian digital payments market is thoroughly examined in this research study. A crucial question has surfaced in both academic and industry literature as financial technology companies continue to devote substantial marketing budgets to promotional incentive schemes: do these financial incentives foster long-term platform loyalty, or do they merely draw price-sensitive users who quickly switch to rival platforms when a better offer becomes available? Using a mixed-methods research approach, the study examines perceptual data from 150 participants, comprising students, young professionals, and daily wage earners, to assess the impact of incentives on four principal behavioral dimensions: perceived value, platform loyalty, usage frequency, and trust. The results show a complex situation that the paper calls the "Incentive Dependency Paradox." This is because cashback and rewards are great for getting people to try something new and keep them interested in the short term, but they also make loyalty weak, which fades quickly when the promotion stops. The study also shows that trust, ease of use, and consistent service quality are moderating factors that decide if users who are motivated by incentives become truly loyal customers.</p>

Relationship Between Brand Awareness and Consumer Purchase Decision

Dr. Indu Shukla

  • Pages: 1-7
    • <p>In today&rsquo;s highly competitive and dynamic marketplace, brand awareness has emerged as one of the most critical determinants influencing consumer purchase decisions. This research paper explores the relationship between brand awareness and consumer buying behavior, with a particular focus on how familiarity with a brand affects consumer perception, trust, and ultimately purchase intention. Brand awareness refers to the degree to which consumers are able to recognize or recall a brand under different conditions. It forms the foundation of brand equity and acts as a key driver in shaping consumer attitudes. On the other hand, consumer purchase decision is a multi-stage process involving need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The study is based on secondary data collected from various academic journals, research papers, and online databases. Moreover, brand awareness simplifies the decision-making process by serving as a mental shortcut, especially in situations where consumers face multiple choices. The paper concludes that companies must invest strategically in building and maintaining brand awareness through integrated marketing communication, digital platforms, and customer engagement initiatives to influence consumer purchase decisions effectively.</p>

Trust Deficit in Tier-2 Rental Markets: A Digital Solution Approach

Dr. Manish Dhingra

  • Pages: 1-6
    • <p>This study examines the enduring trust deficit in rental housing markets in Tier-2 cities in India and assesses the potential of digital platforms to alleviate these issues. Tier-1 cities have changed a lot thanks to organized prop-tech solutions, but Tier-2 markets are still mostly broken up, informal, and mainly reliant on local brokers and personal networks. This structural informality leads to problems like fraudulent listings, wrong property information, hidden costs, and bad matching between landlords and tenants because there are no standard procedures, limited transparency, and no reliable verification systems. The study used a mixed-methodology, incorporating both primary and secondary data sources. Structured questionnaires and semi-structured interviews with tenants, landlords, and intermediaries in chosen Tier-2 cities were used to gather primary data. This was supplemented by secondary data derived from industry publications, academic literature, and pre-existing studies on prop-tech adoption and digital trust mechanisms. The study seeks to pinpoint significant pain points, behavioral trends, and trust-related obstacles that affect rental decision-making in these markets</p>
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