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All Journal Involvement International Journal of Business (IIJB) Feedback International Journal of Communication
Chandra Bhooshan Singh
Kalinga University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Predicting Consumer Purchase Decisions through Packaging Color Strategies in FMCG Markets Rakshak Bharti; Urvija Khatri; Chandra Bhooshan Singh; Tushar Ranjan Barik; Kanchan Thakur; Dawakit Lepcha
Involvement International Journal of Business Vol. 3 No. 1 (2026): January 2026
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v3i1.197

Abstract

Examining highly competitive Fast-Moving Consumer Goods (FMCG) markets reveals that consumers often make purchase decisions within seconds, rendering packaging design particularly color a critical strategic cue. Although prior research has established the psychological influence of color, few studies have integrated neuromarketing measures with predictive analytics to forecast consumer purchase behavior. This study employs a mixed-methods design combining eye-tracking, physiological emotional measurement (FEMG and GSR), consumer surveys, and machine learning analysis. A total of 1,500 participants evaluated FMCG products across food, beverage, and personal care categories using standardized color treatments. Data were analyzed using ANCOVA and an XGBoost machine learning model to predict purchase decisions. The results show that warm colors significantly reduced time-to-first-fixation (mean = 420 ms) and increased visual engagement, while high-contrast packaging improved fixation duration by up to 32%. Emotional analysis revealed that warm, high-saturation colors generated higher arousal (GSR +18.6%), whereas cooler colors produced stronger positive valence linked to trust. The XGBoost model achieved a prediction accuracy of 89.2%, substantially outperforming traditional regression models. The findings demonstrate that packaging color operates as a neuromarketing stimulus that shapes attention and emotion prior to conscious deliberation. Integrating behavioral science with machine learning advances both theory and practice by enabling accurate prediction of consumer decisions. The study highlights the strategic value of data-driven color design for FMCG marketers seeking competitive advantage in complex retail environments.
Repositioning HR Audit as a Strategic Governance Mechanism: A Conceptual and Regulatory Analysis in the Banking Sector Tushar Ranjan Barik; Chandra Bhooshan Singh; Rakshak Bharti
Involvement International Journal of Business Vol. 3 No. 2 (2026): April 2026
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v3i2.198

Abstract

HR audits are commonly treated as compliance routines rather than strategic governance tools. This study repositions HR audit as a mechanism that links HR alignment, compliance governance, employee retention, and organizational effectiveness. The study adopts a conceptual research design based on a systematic review of HR audit and SHRM literature, combined with a doctrinal analysis of labor and governance regulations in India to develop a conceptual model and research propositions. The findings show that HR audit operates sequentially by strengthening HR alignment, reinforcing compliance governance, improving employee retention, and enhancing organizational effectiveness. The study also identifies regulatory fragmentation and the absence of standardized audit frameworks as major constraints, leading to the proposal of a Human Resource Regulatory and Audit Authority of India (HRRAAI). The study integrates SHRM, governance, and institutional theory to explain how HR audit can function as a strategic governance instrument when supported by regulatory standardization. HR audits have significant untapped potential to enhance governance and performance in banks, but this potential can only be realized through institutional and regulatory support.
Transformative Impact of ICT on Education: Leveraging Technology and Communication to Enhance Teaching and Learning Rakshak Bharti; Kasturi Pomal; Mariyam Ahmed; Chandra Bhooshan Singh
Feedback International Journal of Communication Vol. 1 No. 3 (2024): September 2024
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/fijc.v1i3.39

Abstract

This research investigates the transformative role of Information and Communication Technology (ICT) in educational systems, with a specific focus on its impact on both teachers and students. As ICT becomes more integrated into classrooms, understanding its benefits and challenges is critical for enhancing the teaching and learning experience. The study employed a literature review approach, analyzing existing research on the use of ICT in schools, particularly focusing on its effects on student motivation, participation, achievement, and the attitudes of both students and teachers toward ICT integration. Various studies and case reports from diverse educational settings were examined to assess the overall impact. The findings indicate that ICT adoption in classrooms generally results in positive outcomes. Most studies reported a significant increase in students' motivation to learn, shifting away from traditional teaching methods. The research also highlighted improvements in students’ success rates, participation, computer skills, and overall academic achievement. However, some challenges were identified in ICT integration, particularly due to the advanced technological skills of younger generations, which, if not properly managed, could lead to misuse of technology for non-educational purposes. ICT has a transformative impact on education, enhancing student motivation, participation, and achievement. However, careful planning and oversight are required to ensure that technological advancements are used effectively in the classroom setting.
A Comprehensive Analysis Of Startup Ecology In India With Reference To Young Entrepreneurs In Digital Era Chandra Bhooshan Singh; Rakshak Bharti; Satvik Jain
Involvement International Journal of Business Vol. 1 No. 3 (2024): July 2024
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v1i3.37

Abstract

This study explores the complex dynamics of India's startup scene with a particular emphasis on the critical role that young entrepreneurs play in the wake of the digital revolution. In light of India's significant economic transition to a technology-driven economy, this study attempts to offer a comprehensive overview of the opportunities, obstacles, and cutting-edge strategies that are emerging in the startup scene. Through an analysis of past viewpoints, present patterns, and potential future developments, the article illuminates the development of the ecosystem and highlights the adaptability and ingenuity of youthful entrepreneurs utilising digital technologies. This investigation adds to the continuing conversation on creating an atmosphere that is favourable for startups to prosper in India, with a particular emphasis on government regulations, frameworks, and case studies of prosperous endeavours. The abstract lays the groundwork for a thorough examination, emphasising the role that young creativity and the digital environment play in determining the course of the Indian startup ecosystem.
A Bibliometric Analysis of Sustainability in MSME Deepshikha Patel; Chandra Bhooshan Singh
Involvement International Journal of Business Vol. 1 No. 4 (2024): October 2024
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v1i4.70

Abstract

This research paper examines the role of Micro, Small, and Medium Enterprises (MSMEs) in the Indian economy and their sustainability. It analyses 85 Scopus documents from 66 sources between 2014 and 2024, revealing a peak in scientific production in 2023. The study emphasizes the importance of sustainable practices for long-term success. This comprehensive research paper rigorously examines the pivotal role of Micro, Small, and Medium Enterprises (MSMEs) in the Indian economy and emphasizes the critical importance of sustainable practices for long-term success. Through meticulous analysis of 85 Scopus documents from 66 sources between 2014 and 2024, the study conclusively reveals a peak in scientific production in 2023 and robust ties between India and various other countries in this domain.
How Digital Addiction Fuels Youth Consumerism in India? Chandra Bhooshan Singh; Dr. Nistha Sharma; Dr. Shinki K Pandey
Involvement International Journal of Business Vol. 2 No. 2 (2025): April 2025
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v2i2.72

Abstract

The rise of digital technology has significantly transformed consumer behavior, particularly among young individuals in India. Increased screen time, social media influence, and digital payment methods have contributed to impulsive spending habits. This study examines the impact of digital addiction on youth consumerism, emphasizing psychological, behavioral, and socio-economic factors. This study adopts a qualitative research design with a phenomenological approach with young consumers aged 18–30 in urban India. The data collection focused on digital consumption patterns, purchasing behavior, and financial awareness. Statistical analysis was employed to assess correlations between digital addiction levels and spending habits. Findings indicate that digital addiction significantly influences youth consumerism through instant gratification, Fear of Missing Out (FOMO), and algorithm-driven advertising. Social media platforms and influencer marketing intensify impulsive buying behaviors. The increasing adoption of Buy Now, Pay Later (BNPL) schemes fosters financial instability, pushing many young consumers into debt cycles. Additionally, excessive digital engagement has socio-economic implications, affecting traditional retail businesses and financial well-being. The study highlights the need for regulatory measures, including financial literacy programs and ethical digital marketing practices, to mitigate the negative impacts of digital-driven consumerism. A multi-stakeholder approach involving policymakers, educators, and businesses is essential for promoting responsible digital consumption among Indian youth.
Co-Authors Dawakit Lepcha Deepshikha Patel Dr. Nistha Sharma Dr. Shinki K Pandey Kanchan Thakur Kasturi Pomal Mariyam Ahmed Rakshak Bharti Satvik Jain Tushar Ranjan Barik Urvija Khatri