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All Journal International Journal of Integrated Health Sciences Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis Proceeding of International Conference on Social Science and Humanity
Sharma, Preeti
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Agriculture, Biological Sciences & Forestry Humanities Earth & Planetary Sciences Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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VISUAL MERCHANDISE'S MARKETING COMMUNICATION AND ITS EFFECT ON CONSUMER PURCHASE BEHAVIOUR IN THE RETAIL SECTOR IN PUNE Sharma, Preeti; Longani, Kirti Dang
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol 7, No 2 (2023): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.7.2.255-264

Abstract

Visual merchandising is recognized as a marketing communication tool used by retailers to communicate the store or company's fashion value and quality image to prospective consumers. It involves the presentation of products in a visually appealing way to attract and engage shoppers. The main aim of visual merchandising includes educating consumers, enhancing the store's image, and encouraging multiple sales. This is achieved by displaying apparel and accessories together, which can encourage cross-selling and upselling. A distinctive aspect of this study will be its focus on the unique supermarkets of  Pune City. Pune, with its diverse demographic and rapidly evolving retail environment, presents a fertile ground for examining how visual merchandising influences consumer behavior in supermarkets. The city's supermarkets range from local favorites to national chains, each offering a different experience in terms of product variety, pricing, and store design. Understanding these nuances will provide a comprehensive picture of how visual merchandising can be optimized to meet the needs and preferences of Pune's shopper. By incorporating the specific background and characteristics of Pune City Supermarkets into the study, contribute valuable localized insights to the broader discourse on visual merchandising and consumer behavior in the retail sector. The study focuses on Visit Frequency and Time Spent in supermarkets and how much time they spend during each visit. Also, focus on the reasons for the choice of supermarket and Consumer Behaviour in Supermarkets. This may involve factors such as location, pricing, product range, and, the general appearance of the store and available facilities. Emphasis on the general opinions on Supermarket Appearance and buying behavior with reference to Visual Merchandise. This may involve observing whether the placement of products and visual displays affects purchasing decisions. It's essential to conduct this kind of research to understand consumer preferences and behaviours better. Retailers can use this information to tailor their visual merchandising strategies and store layouts to attract and retain customers. Additionally, feedback on the overall shopping experience and reasons for choosing a particular supermarket can inform marketing and business strategies.
THE GREEN MOVEMENT OF SUSTAINABILITY: A CASE OF IKEA IN INDIA Longani, Kirti Dang; Sharma, Preeti
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol. 8 No. 2 (2024): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.8.2.241-250

Abstract

This research examines IKEA's sustainability movement and its impact on customer behavior. As a global leader in furniture retail, IKEA has embarked on a transformative journey to minimize its environmental footprint and promote responsible consumption practices. By integrating renewable energy, sustainable sourcing, and eco-friendly product lines, IKEA has positioned itself as a pioneer in corporate sustainability. The growing environmental concerns and increasing demand for sustainable business practices have compelled corporations to reassess their strategies. However, the extent to which corporate sustainability efforts influence consumer behavior remains a critical question. This research seeks to address this gap by evaluating the impact of IKEA’s sustainability strategies on customer behavior, particularly in terms of eco-conscious decision-making and brand loyalty. Adopting a mixed-methods approach, the study combines qualitative analysis of IKEA’s sustainability reports and initiatives with quantitative customer surveys. The theoretical foundation is rooted in the Triple Bottom Line framework, emphasizing the balance between economic, social, and environmental sustainability. IKEA’s commitment to 100% renewable energy, ethical material sourcing, and the introduction of recycled and energy-efficient products exemplifies its alignment with this framework. The findings reveal that IKEA’s sustainability initiatives empower customers to make environmentally conscious decisions and enhance brand loyalty through educational campaigns and eco-conscious product offerings. This research underscores the vital role of sustainability in shaping modern consumer behavior and driving corporate success, providing insights for corporations seeking to integrate sustainability into their business models while fostering long-term customer relationships.
THE ROLE OF DIGITAL TOURISM COMMUNICATION IN KASHMIR'S FINANCIAL ECONOMY: A NARRATIVE APPROACH Sharma, Preeti; Sharma, Harshal
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.132

Abstract

Objective: This study examines the role of digital tourism communication in transforming the financial landscape of Kashmir’s tourism economy, with a focus on the integration of digital tools to promote economic development and regional narratives. Method: Utilizing a mixed-methods approach and a descriptive research design, quantitative surveys and qualitative interviews were conducted with 134 tourism business stakeholders, including hoteliers, travel agents, and handicraft sellers across major destinations such as Srinagar, Gulmarg, Pahalgam, and Sonmarg. Results: The findings reveal a high prevalence of digital engagement, particularly among younger entrepreneurs aged 18–35. Social media and online booking platforms are the most utilized, with 82.1% of respondents actively using digital tools and 94% perceiving a positive impact on the local economy. Despite challenges such as limited digital literacy and infrastructure gaps, stakeholders express optimism about digital tourism's future potential. Novelty: This study provides a localized and empirical insight into the intersection of digital innovation and tourism in a socio-politically sensitive region, highlighting the critical need for government intervention, capacity building, and sustainable tourism practices to achieve inclusive and long-term economic growth.
DIGITAL DISTRACTIONS, SLEEP AND STUDENT PERFORMANCE: A STUDY ON GEN Z LEARNERS Sharma, Harshal; Sharma, Preeti
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.137

Abstract

Objective: This study aims to identify and classify sleep patterns among Gen Z students, examining the impact of sleep on cognitive functions critical for academic success and overall well-being. Method: Utilizing a cross-sectional survey-based approach, the research collected data on sleep duration, quality, timing, and associated lifestyle factors, including digital habits, diet, and academic workload. Results: The findings reveal that irregular sleep patterns, excessive screen time, and academic pressures are major contributors to sleep deprivation among Gen Z students. Poor sleep quality is linked to diminished memory, concentration, and problem-solving abilities, as well as heightened stress, mood disturbances, and compromised physical health. Novelty: This study provides a comprehensive analysis of the multifactorial influences on sleep behavior among Gen Z students, highlighting the critical connection between digital lifestyles and sleep health. The insights gained advocate for targeted interventions by educators and policymakers to promote healthier sleep practices, underscoring the essential role of sleep in fostering cognitive performance and emotional resilience in the digital era.
Adenosine Deaminase as Inflammatory Marker in Type II Diabetes Mellitus Yadav, Sushil; Bansal, Megha; Kumar, Pradeep; Sharma, Preeti
International Journal of Integrated Health Sciences Vol 11, No 1 (2023)
Publisher : Faculty of Medicine Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15850/ijihs.v11n1.2887

Abstract

Objective: To evaluate the enzymatic activity of Adenosine Deaminase in type II diabetes mellitus (T2DM).Methods: This study was conducted on 60 clinically diagnosed type II diabetes mellitus patients, with 60 healthy subjects as the control group. Subjects were enrolled in the study only after their written consent was obtained. The inclusion of diabetes mellitus cases (DM) was conducted as per the WHO guidelines. Estimation of enzymatic activity of serum ADA was performed by Kinetic method using a commercial kit.Result: The observed serum ADA activity in DM patients was 48.34 ± 21.05 U/L, which was significantly higher in comparison to healthy controls (25.02 ± 5.78 U/L). The serum activity raised in about 80% of patients and they had higher values above the reference activity of 30 U/L. The increased activity of ADA among the diabetic subjects indicates inflammatory changes in these individuals.Conclusion: It is possible that in the coming years, a new therapeutic strategy based on anti-inflammatory properties with beneficial effects on diabetic complications can be translated into real clinical treatments.
Co-Authors Bansal, Megha Kumar, Pradeep Longani, Kirti Dang Sharma, Harshal Yadav, Sushil