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UNDERSTANDING
INTERDISCIPLINARY
ORGANIZATIONAL FLOWS
UNDERSTANDING
INTERDISCIPLINARY
ORGANIZATIONAL FLOWS
Editors
Dr. Yashpal Azad
Dr. Ambika Sharma
&
Dr. Tanu Sharma
Indu Book Services Pvt. Ltd.

(Publishers & Distributors)
New Delhi
Understanding Interdisciplinary Organizational Flows
Dr. Yashpal Azad, Dr. Ambika Sharma & Dr. Tanu Sharma
Copyright © Author & Publisher

First Published: 2022
ISBN: 978-93-91377-01-4
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TO PARENTS EVERYWHERE WHO TEACH US TO TREAD ON
THE PATH OF IMPOSSIBILITIES…

TO FAMILIES EVERYWHERE WHO ARE THE VERY SOUL OF
ONE’S SPIRIT ….

TO ALMIGHTY WHOSE GRACE SHALL ALWAYS BE OUR
LIGHTHOUSE!!!
A Note From Editors Desk…
The idea of this edited volume came to us over a general discussion

and little did we realize that we were on it. The bandwagon initially
comprised of two team mates which later turned into three. Putting
this collaborative effort forth has indeed been a strenuous exercise
which was laden with discussions, coffee sips and a lot of mind-
boggling sessions. Nevertheless, the journey has been overwhelming.
A big thanks to the contributors who were quick in their response and
came forward with an array of worthwhile ideas. We wish to thank each
and every individual who has contributed to this volume. We hope our
network stays strong in times to come.
We also wish to thank each and every member of our family who
have been a constant support in this journey. Also, we thank our
parents whose blessings make us stride the toughest of terrains.
We’d also like to thank our host organization, Eternal University,
for it is the environment of this heavenly intellectual abode which
eventually could make us embark on this journey of ours.
It is an effort which has been able to see the light of the day
because of almighty’s grace and it is his grace which shall always be
our lighthouse!!!

…Editors
Contents
A Note From Editors Desk… vii

List of Contributors xi
1. Examining the Relationship between Brand Image, 1
Customer Satisfaction and Repurchase Intentions
Shivani Nigam and Sonika
2. Sustaining Worklife Balance in Professional and Personal 13
Space
Sulochna Syal and Gunjan Sharma
3. Paradigm Shift and Its Execution in Organizational 21
Research: A Case of Socially Disadvantaged Groups
Roshan Lal Zinta
4. Customer Retention in the Covid Era: Some Insights for 29
Businesses
Amit Kumar
5. The ‘Conman’ in The Market: A Deleuzian Analysis of 37
Market Flows
Ambika Sharma and Kanchan Sharma
6. Social, Psychological and Cultural Motives in Buying 43
Behavior
Komal Rani and Yashpal Azad
7. Impacts of Covid-19 on Consumer Attitudes and 53
Behaviours towards Mobility of Vehicles
Kajal Chaudhary and Surjan Singh
8. Decoding Prism of Employee Well-Being and Work-Life 61
Balance During Pandemic
Shefali Thapa
9. Socio-Psychological Factors Hampering Work Life Balance 70
Deepika Negi
10. Ethnographic Factors Influencing Consumer Market 79
Relations
Ritu Verma and Shanta Kumari
11. Financial Literacy for Crypto-Currencies in India: 87
A Bibliometric Analysis
Neba Bhalla and Bikram Paul Singh Lehri
12. Current Trends and Psychological Models in the 95
Marketing World
Shilpy Gupta and Meenakshi Gupta
13. Reconstructing Work Life Balance 103
Sargun Kaur and Kiran
14. The Relevance of Indian Ethos and Ethical Values in 110
Maintaining Worklife Balance
Sandeep Kaur and Yashpal Azad
15. The Role of Persuasion Principles in Consumer Decision 120
Making
Puja Kumari and Kiran
16. Personality Traits (Big-Five Model) and Investment 126
Behaviour of Individuals: Analysis of Socio-Demographic
Factors
Ekam Riar and Amit Kumar
17. Flows of Psyche: Effect of Commodification on Individuals 139
Sukhneet Kaur
18. Marketing Flows and Consumer Behavior: An Analysis 146
Kiran and Sargun Kaur
Index 154
List of Contributors
Sr. Author Name About Author

No.
1. Prof. Roshan Prof. Roshan Lal Zinta is former chairman and
Lal Zinta Head of Psychology Department. Himachal Pradesh
University. He remained as a chairman for the
department of Life long Learning and Psychology as
well as additional chief warden. He has wide teaching
and research experience of 24 years. He has published
a number of books, research papers, psychology
manual on various subject matters of psychology.
2. Dr. Shivani Dr. Shivani Nigam is an Assistant Professor at Silicon
Nigam City College, Bengaluru, she has excellent research
experience in the field of Consumer behavior and
Marketing research.
3. Dr. Sonika Dr. Sonika is an Assistant Professor at Himachal
Pradesh University regional Centre Dharamshala
(H.P.). She had 8 years of vast experience in research
areas of Human resource management, Organizational
Development, Employee Psychology and Marketing
Research.
4. Dr. Kajal Dr. Kajal Chaudhary is an Assistant Professor in Akal
Chaudhary College of Economics, Commerce and Management at
Eternal University, Baru Sahib, having 18 years of vast
experience in teaching and research esp. consumer
behaviour, consumer attitude, and perception.
5. Dr. Surjan Dr. Surjan Singh is Associate Professor in Akal College
Singh of Basic Sciences at Eternal University, Baru Sahib,
having 15 years of vast experience in teaching and
research.
(xii)

No.
6. Dr. Sulochna Dr. Sulochna Syal is an Associate Professor, in the School
Syal of Management, Bahra University, Waknaghat, Shimla
Hills, she has vast experience of over fifteen years in
teaching and research. She has served for various
institutions and universities in various designations.
Her area of expertise is in banking sector with special
focus on HR policies in Banks and among her subjects
of interest are Research Methodology, Human Resource
Development and International Human Resource
Management. She has special flair of research.
7. Dr. Shilpy Dr. Shilpy Gupta, is working as an Assistant Professor
Gupta in Sohan Lal DAV College of Education, Ambala City.
She is Ph.D. in Education, M.Ed., M.Phil. in education,
Master’s in psychology and Mathematics, she has
cleared UGC NET in education and having 13 years of
experience in teaching and research.
8. Dr. Minakshi Dr. Meenakshi Gupta is working as Deputy Librarian,
Gupta Eternal University Baru Sahib. She had done Ph.D.
in library and Information Science, Master’s in library
science, Hindi, political science and B.Ed. She has 19
years of experience in the field of library and research
and has published numbers of research papers.
9. Dr. Shanta Dr. Shanta Kumari is presently working as an associate
Kumari professor in the Department of Economics, Akal
College of Economics, Commerce and Management,
Eternal University, Baru Sahib. She has also served
as an assistant professor in the govt. universities of
Ethiopia. She was awarded the ‘Anamitra Shah Prize’
by the Indian Society of Agricultural Economics,
Mumbai, for the best paper published in Indian Journal
of Agricultural Economics during the year 2006.
10. Dr. Deepika Dr. Deepika Negi has completed her PhD in Psychology
Negi from department of Psychology, Himachal Pradesh
University Sumer Hill, Shimla-5 (India). Presently
she is appointed as an assistant professor at Eternal
University Baru Sahib. She has also work experience
in the field of Special education for person with
mentally retardation. She has also worked experience
as counsellor under NHRM in District Hospital Una,
H.P. She hails from District Kinnaur. She is well
skilled teacher and psychologist.
(xiii)

No.
11. Ms. Gunjan Ms. Gunjan Sharma is a research scholar and
Sharma presently working as an Assistant Professor in the
School of management, Bahra University. Shimla
Hills, Waknaghat.
12. Mr. Amit Mr. Amit Kumar is an Assistant Professor at Akal
Kumar College of Economics, Commerce and Management,
Eternal University, Baru Sahib and currently
pursuing Ph.D. from Jaypee University of Information
Technology, Waknaghat, His research interests include
the areas of service marketing, customer relationship
management, and consumer behavior.
13. Ms. Ekam Ms. Ekam Riar is a research scholar in department
Riar of Management at Eternal University, Baru Sahib.
Currently working on her master’s research thesis in
the area of behavioral finance.
14. Ms. Kanchan Ms. Kanchan Sharma is a Research Scholar at the
Sharma department of English, Eternal University, Baru
Sahib. She is working on Deconstructing binaries of
being and becoming in selected works of Atwood
15. Ms. Neba Ms. Neba Bhalla, is a research scholar at School of
Bhalla Humanities and Social Sciences, Thapar Institute of
Engineering and Technology, Patiala (India).
16. Mr. Bikram Mr. Bikram Paul Singh Lehri, is an Assistant Professor
Paul Singh Department of Commerce Eternal University, Baru
Lehri Sahib (India).
17. Ms. Kiran Ms. Kiran is a research scholar in the Department of
Management at Akal College of Economics, Commerce
and Management, Eternal University, Baru Sahib.
Her research interests include customer loyalty, and
consumer behaviour.
18. Mrs. Puja Mrs. Puja Kumari is a research scholar in the
Kumari Department of Management at Akal College of
Economics, Commerce and Management, Eternal
University, Baru Sahib. Her research interests
include consumer satisfaction, consumer perception,
consumer’s decision-making process.
19. Ms. Sargun Ms. Sargun Kaur is a Research Scholar in Department
of Commerce at Akal College of Economics, Commerce
and Management, Eternal University, Baru Sahib.
Her research Interests include social intelligence,
customer satisfaction.
(xiv)

No.
20. Ms. Komal Ms. Komal Rani, is a research scholar and currently
Rani pursuing her PGDCP in Clinical Psychology at Mata
Gujri College (M.G.C), Fatehgarh Sahib (Punjab), She
had completed her Master in M.Sc. (Psychology) from
Eternal University, Baru Sahib.
21. Ms. Shefali Ms. Shefali Thapa, is a research scholar and currently
Thapa pursuing her PGDCP in Clinical Psychology at Mata
Gujri College (M.G.C), Fatehgarh Sahib (Punjab), She
had completed her Master in M.Sc. (Psychology) from
Eternal University, Baru Sahib.
22. Ms. Ritu Ms. Ritu Verma is a research scholar in the Department
Verma of Economics at Akal College of Economics, Commerce
and Management, Eternal University, Baru Sahib,
H.P. She has received 1st award for her good academic
performance in master degree in Economics from Govt.
Post Graduate College, Nahan.
23. Ms. Sandeep Ms. Sandeep Kaur, is a research scholar had completed
Kaur her Master in M.Sc. (Psychology) from Eternal
University, Baru Sahib. She had a very good academic
and research aptitude.
24 Ms. Sukhneet Ms. Sukhneet Kaur is a student of psychology, ACA&
Kaur SS, Eternal university, Baru sahib, H.P. she takes
an advantage of her project by indulging in research
work. She had gained knowledge of research in data
collection and analysis for various topics, case studies
and filed work.
1
Examining the Relationship Between
Brand Image, Customer Satisfaction and
Repurchase Intentions
Shivani Nigam and Sonika
ABSTRACT
Marketers these days are very much concerned about the retention of
the customers to their brands only. So, it very imperative on their part to
know that how do they build the image of their brand in the mind of the
customers and how they can give the best service quality which may lead
to highest customer satisfaction and loyalty. Therefore, understanding these
concepts and channelizing them in a fruitful way is another milestone for
the marketers. In lieu of this assumption, this paper is conceptualized as
three-dimensional constructs comprising: brand image, customer satisfaction
and repurchase intention. The main purpose of the study is to examine the
relationship between all the three dimensions. A survey was undertaken using
convenience sample of female consumers using branded apparel in Chandigarh
city. Questionnaire was used to collect the data and relationship between
brand image and customer satisfaction and repurchase intention and the data
was analyzed using SPSS 16. Pearson’s Correlation Technique was used to find
out the relationship between all the 3 dimensions and results designate that
there is significant relationship between brand image, customer satisfaction
and repurchase intention.
Keywords: Brand Image; Customer Satisfaction; Repurchase Intention
2 Understanding Interdisciplinary Organizational Flows
INTRODUCTION
Brand, in today’s world, has seeped in all the facets of our life. They
play a very important function and among them, some basic functions
are for the marketers to promote their products. Another function that
brands serve for the customers is to streamline the choices, assure the
quality, maintaining the confidence. Though brands do not have any
corporal presence and brand value unless and until they involve in
some business transactions (Seetharaman, Nadzir & Gunalan, 2001).
Brands are attached with goods and services and they are associated
with the promotional activities which serve all the customers. Therefore,
brands can assist the customers in their overall buying behavior and
it has become imperative on the part of the marketers to strive hard in
order to enhance their brand image.
Brand image in a simple sense relates to an outlook of the customers
towards any brand. It includes knowledge of the customers and beliefs
towards various products of the same brands and non-product features
(Lee, Lee & Wu, 2011). Customers are very learned these days. They
know what do they want from the marketers, so marketers strive hard
to meet up their expectations and to satisfy them (Roustasekehravani,
Hamid, & Pooladireishahri, 2014). These expectations then lead to
how customers will perform future course of action along with the
customer satisfaction in repurchasing the same product (Ha, Janda
& Muthaly, 2010). Therefore, it is important to understand and study
these variables that how brand image, customer satisfaction and
repurchase intention can play a significant role in overall consumer
buying decision making and what steps marketers can take in order to
plan their strategies in the long run.
REVIEW OF LITERATURE
Brand Image
Several definitions and meaning had been given in context of brand

image. Every author had defined brand image in one or the other way.
Among few authors, Lee, James and Kim (2014) had defined brand
image after doing extensive study of various definitions as given by
different authors over a period of time. They defined brand image by
considering customers’ perceptions about brand which was emerged
by the collaboration of perception, emotion and assessment of different
review. In the words, Amber and Styles (1996), brand were the packages
of traits of the customers who purchases the products which ultimately
Examining the Relationship Between Brand Image, Customer Satisfaction… 3
tends to satisfy. Researchers were of the view that these traits could be
misleading, actual, expressive or lucid, imperceptible and touchable.
Researchers like Bhakuni, Rajput, Sharma and Bhakar (2021) also
propounded that brand image had an influence on the repurchase
intention as well in order to have increase number or repurchases,
brand image played a very important role.
Customer Satisfaction
Customer satisfaction had been defined by Russell, McColl and

Coote (2007) as the antecedent of belief of the brand, brand purpose,
and customer trustworthiness towards the brand when they bought
and practice the services offered. Researchers like Roustasekehravani
et. al., (2014) were of the view that customers had become very aware
those days and it was also known to firms that customer satisfaction
was the utmost priority and for that they should be taking care of
customers’ taste, desires, demands and requirements and most
importantly the buying pattern. In order to see the buying pattern,
it was understood by the firms that they should be informed about
the consumer buying decision making process so that customers’
expectations could be met. There were researchers who focused on
service quality as a major aspect with respect to customer satisfaction.
It was found that when service quality was offered the product then
the brand image and overall customer satisfaction would be boosted
(Hsieh, Lu & Lu, 2018).
Repurchase Intention
Repurchase intention could be termed as the customer’s intention

or willingness to purchase again the same product from same brand
depending on his/her past learning (Hellier, Geursen, Carr & Rickard,
2003). Among various authors like Lin and Lekhawipat (2014) focused
on the repurchase intention in context of online shopping where they
also found that past experiences and habits played a major role in
greater customer satisfaction, intend to purchase again and higher
customer expectations. It was also seen that service quality had an
important function with respect to online shopping behaviour, values
and repurchase intention when compared between two different income
groups (Kim, Galliers, Shin, Ryoo & Kim, 2012). Addition to service
quality, other factors like belief, professed ease of use and usefulness
and gratification were having substantial impact on the repurchase
intention in context with online shopping (Chiu, Chang, Cheng & Fang,
2008).
Brand Image, Customer Satisfaction and Repurchase Intention
Studies had shown the significant impact of brand image on

customer satisfaction and repurchase intention. Authors like Tu, Li and
Chih (2013) had shown in their study that brand image had a positive
impact on the customer satisfaction along with the perceived value of the
customers which ultimately impacted customer loyalty. In another study
by authors Majeed, Asare, Fatawu and Abubakari (2022) found out two
engagement proportions which interceded the relationship between the
customer satisfaction and repurchase intention. Also, Customers with
high loyalty could lead to repurchase intention when they felt satisfied
with their purchase (Yi & La, 2004). Researchers also investigated the
same relationship in the telecom industries as well where respondents
were using specific telecommunication brands and it was revealed that
there was an indirect impact of the service quality and brand image
on the customer satisfaction and less switching behavior which in due
course led to repurchase intention (Srivastava & Sharma, 2013).
Literature Gap
It has been observed from the previous researches that this association
has been studied in the other parts of the world and few studies are
in context of Indian market. So, this study attempts to highlight the
relationship among brand image, customer satisfaction and repurchase
intention specifically on Female population of Indian State/UT.
OBJECTIVE OF THE STUDY

The main objective of the study is to examine the relationship
between brand images, customer satisfaction and repurchase intention.
HYPOTHESIS OF THE STUDY

To examine the relationship between the brand image, customer
satisfaction and repurchase intention, it was hypothesized that:
H01: There is no significant relationship between Brand Image,
Customer Satisfaction and Repurchase Intentions.
RESEARCH METHODOLOGY
Scope of the Study
The theoretical scope of the study is limited to brand image,

customer satisfaction and repurchase intention. The geographical
scope of the study is based on Chandigarh, India.
Research Design
Research design for the present study is empirical research design

with quantitative approach.
Sampling Technique and Sample Size
Convenient judgmental sampling technique was used to collect

responses of 90 respondents out of 100 as 10 respondents were not
relevant according to the study. The present study is conducted on
specifically Female of Chandigarh area.
Research Instrument
The research instrument used in this study was a Structured

Questionnaire which is designed specifically for the purpose of this
study. Questionnaire was divided between Brand Image, Customer
Satisfaction and Repurchase Intentions. Questions were asked on the
5-point Likert’s Scale.
Data Collection
Data was collected by the self-administered questionnaire by survey

method.
Statistical Techniques Used
The objective of the study is to find the relationship between all the
three dimensions; therefore, Descriptive and inferential statistics were
used for the study. In descriptive statistics, frequency and percentages
were used and in inferential statistics, Bivariate Correlation Technique
is used using SPSS 16.0.
ANALYSIS OF THE RESULTS

The targeted participants for the study are Female consumers
who has done shopping in the last 6 six months from various brands.
Apparel segment is taken for the purpose of the present study. To
conduct the study 100 questionnaires were distributed to the people
of different age group, education and occupational status. The study is
focused mainly on Females of Chandigarh Area.
Table 1: Frequency Analysis of Demographic information on the basis of Gender
Frequency Percent
Valid 2 90 100.0
Table. 1: shows the frequency of Gender as all the respondents are

Female in the present study.
Table 2: Frequency table on the basis of Educational Qualification
Frequency Percent
Undergraduate 48 53.3
Graduate 15 16.7
Postgraduate 27 30
Total 90 100
Table. 2: shows the educational qualification of the respondents as

48% are Undergraduate followed by 27% as Postgraduate and 15 % as
Graduate.
Table 3: Frequency table on the basis of Occupation
Frequency Percent
Student 58 64.4
Valid
Working 32 35.6
Total 90 100.0
In the present study 58% of the respondents are students and 32%
of the respondents are working people.
Table 4: Frequency of Buying Clothes
Frequency Percent
Rarely 9 10.0
Sometimes 21 23.3
Valid
Often 45 50.0
Always 15 16.7
Total 90 100.0
Table. 4: shows frequency of buying clothes by the respondents.

Results shows that 45% of the respondents often purchases clothes
followed by sometimes (21%), Always (15%) and rarely (9%).
Table 5: Frequency of buying accessories
Frequency Percent
Never 6 6.7
Rarely 27 30.0
Valid
Sometimes 39 43.3
Often 18 20.0
Total 90 100.0
Table. 5: shows the frequency of buying accessories. Result shows

that 39% of the respondents purchases the accessories Sometimes
followed by Rarely (27%), Often (18%) and never as 6% of the
respondents.
Table 6: Frequency of buying footwear
Frequency Percent
Rarely 15 16.7
Sometimes 15 16.7
Valid
Often 45 50.0
Always 15 16.7
Total 90 100.0
Table. 6: shows the frequency of buying footwear by the respondents.

It shows that 45% of the respondents often purchases footwear followed
by always, sometimes and rarely as 15% each.
Table 7: Frequency of buying personal care
Frequency Percent
Never 3 3.3
Rarely 12 13.3
Valid Sometimes 15 16.7
Often 18 20.0
Always 42 46.7
Total 90 100.0
Table. 7: shows the frequency of buying personal care products by

the respondents. Result shows that 42% always purchases personal
care products followed by often (18%), sometimes (15%). Rarely (12%)
and never (3%).
Table 8: Frequency of buying gym & sports
Frequency Percent
Never 12 13.3
Rarely 30 33.3
Valid Sometimes 24 26.7
Often 18 20.0
Always 6 6.7
Total 90 100.0
Table. 8: shows the frequency of buying gym and sports products

bought by the respondents. It was found that 30% of the respondents
bought rarely followed by sometimes (24%), often (18%), never (12%)
and always (6%). Results have shown that branded Clothes and Foot
wears are often purchased by the consumers. Personal care is the
second most frequent item which respondents purchase. Accessories,
Gym and Sports have shown mixed results.
HYPOTHESIS TESTING
H01: There is no significant relationship between Brand Image,
Customer Satisfaction and Repurchase Intentions.
To check the relationship between all the three dimensions Pearson’s
Correlation Technique is applied. In order to find out the relationship
between Brand Image, Customer Satisfaction and Repurchase
Intention, some statements were asked from the respondents. These
statements are given below:
Brand Image
To find out the image of the particular brand that respondents are
using or used, some statements were asked on the 5-point Likert’s
scale (1-not at all important…5-extremly important) as why they
prefer the particular brand over the other brand. These statements
were Trustworthiness, Status Symbol, Quality of the Product, Value for
Money, Attachment to the Brand and Post Sale Service.
Customer Satisfaction
To find out the satisfaction level of the respondents about the

brand, statements were asked on 5-point Likert’s Scale (1-extremely
dissatisfied…5-extremly satisfied). These statements were Deliver what
they Promise, New and Improved Range of Product, Attention Given by
Staff and Overall satisfaction.
Repurchase Intentions
To know whether the respondents would return to the same brand,

statements were asked on 5-point Likert’s Scale (1-strongly disagree…
.5-strongly agree) related to I would buy the products of same brand
again, I would recommend the brand to others and I would buy other
products from the same brand. To check the relationship between
Brand Image, Customer Satisfaction and Repurchase Intentions,
summated mean score was calculated and on the basis of the mean
score value correlation matrix was prepared using SPSS 16.0. Results
drawn from the summated mean score value and Correlation matrix
of Brand Image, Customer Satisfaction and Repurchase Intention are
given below:
Pearson Correlation Technique
Table 9: Descriptive Statistics
Mean Std. Deviation N

Brand_Image_mean 3.4833 .59232 90
Customer_Satisfaction_mean 3.9250 .33822 90
Repurchase_Intention_mean 3.7667 .43404 90
Table 10: Correlations

Brand_ Customer_ Repurchase_
Image_mean Satisfaction_ Intention_
mean mean
Brand_ Pearson 1 .295** .407**
Image_mean Correlation
Sig. (2-tailed) .005 .000
N 90 90 90
Customer_ Pearson .295** 1 .434**
Satisfaction_ Correlation
mean Sig. (2-tailed) .005 .000
N 90 90 90
Repurchase_ Pearson .407** .434** 1
Intention_ Correlation
mean Sig. (2-tailed) .000 .000
N 90 90 90
**. Correlation is significant at the 0.01 level (2-tailed).
Interpretation of Results
The correlation matrix is showing that there is a significant

relationship between Brand Image, Customer Satisfaction and
Repurchase Intentions. Pearson Correlation Technique is used to
find out the relationship. Results are showing that all the values are
significant at 0.01 levels. It means that good brand image affects the
customer’s satisfaction level and this leads to repurchase intentions of
the same brand. Hence, the null hypothesis H01 is rejected showing
that there is a significant relationship between Brand Image, Customer
Satisfaction and Repurchase Intentions.
SUGGESTIONS
In this competitive world, where there is cut throat competition
among various brands, firms are continuously working hard to position
and firmly fix their brand in the minds of the customers by creating
brand image and once the customers buy the products, they look for
the service quality and customer satisfaction which ultimately leads
to a channelized repurchase methodology. This creates brand loyalty.
The present paper tries to focus on all these aspects and to find out the
relationship between these variables. With the results it is shown that
putting more effort on brand image and customers satisfaction, one
can led to customers repurchasing the products from the same brand.
Firms should resort to practices wherein the companies can focus on
the age and gender etc. segments to gain customer satisfaction, loyalty
and customers for future.
CONCLUSION
This study is based on female consumers who use branded apparels
like clothes, footwear and accessories etc. This study has mainly focused
on investigating the relationship between Brand Image, Customer
Satisfaction and Repurchase Intention. The Empirical evidence rejects
the null hypothesis stated and it revealed that there is a significant
relationship between all the three dimensions.
LIMITATIONS AND FUTURE RESEARCH

The present study has some limitations as it considered only female
consumers of branded products. Male consumers are totally excluded.
Future research could be conducted taking male consumers in the
sample. Further study could be conducted on large sample size as in
this study responses of 90 respondents have been taken for analysis.
This study is restricted to only Chandigarh city; responses could be

collected from other regions of Punjab and Haryana. Extended study
could be conducted on different dimensions of brands like Brand
Equity, Brand Loyalty and Brand Preference and their relation with
Customer Satisfaction and repurchase Intentions.
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Sustaining Worklife Balance in Professional
and Personal Space
Sulochna Syal and Gunjan Sharma
ABSTRACT
The balance between work and life means that people have some control
over when, where, and how they work. It is achieved when the right to the full
life of an individual, both inside and outside of work is accepted and respected
as a norm for the mutual benefit of the individual, economy and society. The
concept of work-life balance is fluid and involves some subjectivity.The balance
between individual work and life changes. This change is based on various
factors like age, family life cycle, career stages and prospects, work and family
commitment, gender, location, and financial situation. This article provides an
overview of the balance of work life. Further, this chapter emphasizes upon
work-specific factors and life specific factors related to employee work life
balance. Finally, this research summarizes and discusses the previous research
findings thus, identifying the gap of existing literature. The study is based
on secondary data from different articles, research papers and literatures
to investigate the factors affecting work life balance. The present study
exposes the qualitative and exploratory roles in the field of work life balance.
Literature reveals important factors contributing to the work life balance.
It also highlights the strategies to maintain a work life balance which leads
to better performance. Further it concludes the possible work life balance
outcome for an individual entity.
Keywords: Work-Life balance, Life Cycle, Organization, Personal Space,
Professional Space
INTRODUCTION
Domestic and economic activities have been shared by men and
women alike, not to forget the children as well. Eventually, this was
altered by the nineteenth-century industrial revolution. People in
industrial countries were forced to leave their houses and work in
factories under the new factory system (Wren, 2005). Both men and
women worked in factories during the early stages of the industrial
revolution, but women progressively withdrew from the workforce
and stayed at home to care for their families. As a result, home and
economic labour was separated into two categories based on gender.
Men’s major function shifted to outside-the-house towards the paid
economic activity, while women took on unpaid home jobs and cared
for obligations (Beauregard et al., 2009).
Following the onset of World Wars, men were recruited to fight and
women were asked to fill men’s shoes. When the service men returned
home after the end of the war, women were convinced to resume their
customary roles at home, freeing up jobs for the returning service men
(MacDermid, 2005). The work-life interface debate began in the United
States and the United Kingdom, it then expanded to other English-
speaking countries and eventually it spread to sections of Europe (Lewis
et al., 2007). Despite being extensively acknowledged and explored,
the debate on the work-family interface has been criticised for being
too narrow, focusing only on men and women with caring obligations,
particularly mothers with young children. This narrow scope appeared
to imply that men and women who did not have a clear commitment to
care did not need to manage their professional and personal lives. In
the 1990s, the term ‘family’ was substituted with ‘life’ in order to create
a more holistic and all-encompassing idea, and the phrase work-life
balance was thus born (Lewis et al., 2007).
Elucidating Work-life Balance
Work-life balance starts with picturing working companions’

disagreements and position friction as the “instantaneous event
of 2 arrangements of power to such a degree that fulfilment with
one would make satisfaction with the other all the more difficult.”
The position weights relation was a type of position difference, and
job spaces were misaligned on several levels. The righteousness of
commitment on relations and (job) work made commitment in the job
(relationship) position was even more difficult. Work and family are
intertwined in a person’s life and have fundamental repercussions for
couples and individuals. The existence of meaningful as well as non-
Sustaining Worklife Balance in Professional and Personal Space 15
existent relations-job logical inconsistency is investigated through the

commonness of job-relations. In any case, workers’ experiences show
that job and family are both sources of improvement and can withstand
the same pressures and wickedness.
This demonstrates that the likelihood of a job and relationship
benefiting from every job-relations dispute is clear and hopeful, or that
a job-relations enhancement that works as well as family common
forms of employment does not necessitate general conflict. A number
of circumstances have been used to clarify the hoped recompense
of work and family responsibility commitment tallying, work-family
idealistic overflow the purely theoretical base for work-family help as
progress has been made. Swamy, (2007) explained work/life balance
is in motion, and agents are concerned about how long it will take
them to offset their work by their duties and the success they have
achieved from outside job. As a result, it enables people to resolve
conflicting situations at work and at home by gathering their demands
and receiving the same from their bosses.
OBJECTIVES
1. To investigate the existing literature on work life balance.
2. To gain insights into the work specific factors affecting work life
balance.
3. To gain insights into the life specific factors affecting work life
balance.
The following sections review the prior literature on talent
management and employee retention. Review of literature was divided
into three sub sections:
Work Life Balance
Studies conducted on work life balance, Konrad and Mangel (2000)

concluded that Work-life balance regulations have a stronger beneficial
impact on productivity when women make up a larger percentage of
the population and when professionals make up a larger percentage of
the workforce.
Similarly, Guest, (2001) identified that “An individual’s personality
also contributes to the diverse views of balance,” she says. Workaholics,
for example, are people who choose to work long hours even if they
don’t have to, and do so at the detriment of other activities.
On the other hand, Casanova, M (2001) found that a large number

of organisations in Spain are unaware of the negative impact that
work-life balance policies have on company success. 67 percent of
companies in Spain that say work-life balance isn’t a priority for them
actually implement a disproportionately large number of such systems.
They just don’t see it as a deliberate instrument. The corporation that
executes the lowly figure of such an agenda, on the other hand, declares
that “work-life balance is a business policy goal.
Further, Cieri, H., D (2002) stressed out that an organization’s
need to attract and retain valued human resources in a highly
competitive labour market is a powerful motivator for increased
managerial awareness and action with regard to human resource
policies and practises that promote work-life balance. Moreover, Frone,
(2003) explained that a four-fold taxonomy of work-family balance
that contains the individual components of work-to-family conflict,
family-to-work conflict, work-to-family facilitation, and family-to-work
facilitation is needed to maintain work life balance.
Later, Judy, de Villiers and Elize Kotze, (2003) has explained
that “Work-life balance is a personal issue that varies with time and
circumstance, and the underlying conflict is role overload and role
interference.” Compound workplace concerns, such as managing
change, supervisory and technical competencies, leadership, roles and
accountability, and culture, cause the most severe work-life conflict.
The findings indicate that leadership, managers, and supervisors
recognise and support individuals and their needs, which has an
impact on work-life balance.”
Moreover, Kanwar et al., (2009) have examined “The influence of
WLB in the context of the Information Technology (IT) and IT Enabled
Services (ITES) industries” and it was discovered that WLB and job
satisfaction are positively associated. In comparison to the ITES group,
the IT group exhibited lower work-life balance and job satisfaction, as
well as increased meaninglessness, demotivation, and weariness.”
Work Components and Work-life Balance
Studies conducted on work components and work life balance,

Parasuraman et al., (1992), researchers looked at the connection
between work and family role pressures and conflict experience in 119
dual-career couples. Work role stressor had a negative influence on job
satisfaction and a good impact on work-family conflict, according to the
study’s findings. Similarly, Glass and Estes (1997) identified that in the
workplace, social support refers to how much practical, informational,
and emotional interpersonal assistance an individual receives from
superiors and co-workers. Several research investigations have found

a link between superior and colleague support and improved work-
life balance. Moreover, Cartwright, (2000) identified that extreme work
hours have been reported to affect an individual’s psychological and
physiological well-being, as well as disturb personal relationships.
On the other hand, Saltzstein et al., (2001) looked into the
relationship amongst work and family demands, family-friendly
policies, and work-life balance satisfaction. The study, which was
based on data from a survey of federal government employees in
the United States, discovered that monetary awards were critical in
boosting job satisfaction and hence enhancing work-life balance.
Moreover Pocock (2003) discovered that work intensification fatigued
people psychologically and physically, leaving them unable to meet
personal obligations.
Further, Hill et al., (2004) identified in their study that job workload
was highly and positively connected to work-life conflict across all
nations, according to IBM survey results from 48 countries with a
sample size of 25,380. Later, Steiber (2009) evaluated the elements that
lead to a negative view of work-life spill over. Excessive working hours
and uncertain hours exacerbated work-life interference, according to
the findings. Working hours produced time-based conflict, which led
to strain-based conflict, in which individuals felt too fatigued to meet
additional non-work obligations.
Similarly, Warner and Hausdorf (2009) identified the direct and
indirect relationships between organisation and supervisor support for
work-life difficulties and to investigate the same empirical research of
207 health employees was conducted. The study’s findings revealed
a complex link between the variables, as well as the importance of
social support in decreasing work-life conflict. Similarly, Darcy et al.,
(2012) focused work-life balance variables in connection to various
stages of career growth. For this they had investigated a sample of 729
employees from 15 Irish companies. According to the study’s findings,
development opportunities improved employees’ work-life balance
regardless of their career status.
Life Components and Work-life Balance
Studies conducted on life components and work life balance, Bohen

and Viveros-Long (1981) undertaken an in-depth case study of workers
from two different government departments and discovered that being
responsible for household duties was a significant source of life-work
conflict.
Similarly, Stone (1987) revealed that there was a robust link

between pleasant mood and family-leisure activities. As a result, leisure
activities are seen to be beneficial in lowering stress and enhancing
work-life balance. Moreover, Kinnunen and Mauno (1998) identified
that having child care responsibilities, particularly for small children,
increased parental overload, causing life-work conflicts. The study’s
conclusions were based on a sample of 501 men and women who
worked in four different organisations in Finland. Aside from presence
of children, the number of children is also a significant factor.
Further, Grzywacz and Marks (2000) surveyed 1, 986 employed
persons in the United States and therein an attempt was made to
explore different dimensions of the work-life interaction. The data
revealed that close family support reduced negative spill over from life
to work while increasing positive spill over.
Later, Aycan and Eskin (2005) identified that extended family
members, such as grandparents and relatives, were found to
assist working family members with domestic activities and share
responsibilities in collectivist cultures. In Turkey, the study looked
at 434 dual-earner families with at least one pre-school child. In
industrialised countries with individualist cultures, this type of support
structure was found to be uncommon.
Moreover, De Ruijter and Van der Lippe (2007) looked at 795
Dutch couples to see how occupational characteristics influenced their
decision to outsource household activities. The findings showed that
employing domestic help alleviated the pressure of home activities and
so provided a source of life-work development.
METHODOLOGY
Research Design
The present study is qualitative and exploratory in nature.
Data Collection
The present study is based on secondary data retrieved from various

research articles, Journals and ongoing Research papers.
CONCUSION AND RECOMMENDATIONS

Work life balance plays a vital role in individuals’ life. From the
studies under lens, it could be concluded that there is a connection
between work and family role pressure. It negatively influences the
job satisfaction. Working hour has a direct relationship with the

psychological and physiological well-being of an individual. Monetary
award is identified as a key factor in boosting job satisfaction and
further enhancing work life balance on a larger scale. Work life conflict
arises due to job workload. Development opportunities improve
employees work life balance. Lastly, it was identified that women face
a life work conflict due to household chores. Pleasant mood and family
leisure activities has a positive relationship with work life balance.
Thus, we can conclude that balance in the workspace acts like the
base to the superstructure of both the professional balance and the
personal balance and it is a potential field to study and research on
with changing trends and shifting paradigms.
REFERENCES
Aycan, Z., & Eskin, M. (2005). Childcare, Spousal, and Organizational Support in
Predicting Work-family Conflict for Females and Males in Dual-Earner Families
with Preschool Children. Sex Roles, 53 (7), 453-471.
Beauregard, T.A., Ozbilgin, M., & Bell, M. (2009). Revisiting the Social Construction
of Family in the Context of Work. Journal of Managerial Psychology, 24 (1), 46-65.
Bohen, H., & Viveros-Lond. (1981). Balancing Jobs and Family Life: Do Flexible Work
Schedules Help? Philadelphia: Temple University Press.
Cartwright, S. (2000). Taking the Pulse of Executive Health in the U. K. Academy of
Management Executive, 14, 16–23.
Darcy, C., McCarthy, A., Hill, J., & Grady, G. (2012). Work–life Balance: One Size Fits
All? An Exploratory Analysis of the Differential Effects of Career Stage. European
Management Journal, 30(2), 111-120.
De Ruijter, E., & Van der Lippe, T. (2007). Effects of Job Features on Domestic
Outsourcing as a Strategy for Combining Paid and Domestic Work. Work &
Occupations, 34(2), 205-230.
Grzywacz, J., & Marks, N. (2000). Reconceptualizing the Work-Family Interface: An
Ecological Perspective on the Correlates of Positive and Negative Spillover
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3
Paradigm Shift and its Execution in
Organizational Research: A Case of Socially
Disadvantaged Groups
Roshan Lal Zinta
ABSTRACT
Past few decades had witnessed a paradigm shift in organizational studies
and organizations have gone through major theoretical transformations,
and eventually altered the organization’s ability to achieve their objectives.
The positivists who concentrated on epistemological and methodological
difficulties were included in the gradual, system, adaptability, bounded
rationality, and new patterns from the pre-modern to postmodern era.
Furthermore, the relativists, humanists, and socio-psychological paradigms all
proved to be highly effective in shaping and achieving the organization’s aim.
Despite the fact that the organization has benefited a large number of people,
there are still vast rural populations, including socially disadvantaged groups
such as scheduled castes, scheduled tribes, women, economically poor and
other backward classes, who live in a state of helplessness due to a lack of
infrastructure, for them, this paradigm shift is meaningless because they are
dealing with basic economic difficulties. Therefore, this chapter aims to focus
on and bring forth the issues such as political sycophancy, leader interference,
use of sir name based on caste, income, and discrimination in the recruitment
process, resulting social diversity have multiplied allostatic load among the
people who are still not outreached, and need to draw attention of policy
makers, government, non-government organizations to formulate appropriate

policy and reservations to these marginalized people in various organizations.
Keywords: Paradigm shift, Social Diversity, Ethnicity, Disadvantaged groups,
Allostatic load
INTRODUCTION
Social Identity and Organizational Behavior
In India, people are classified into many social categories based on

their work or inherited standing. The effects of social categorization
can often be seen in the dynamics of social relationships, especially
in how one’s social status is portrayed as one’s identity. Individuals’
caste has an implicit status that has historically shifted from social
to hereditary positions, resulting in social hierarchy based on birth
in a particular family. Individuals born into the Brahmin caste were
thought to be scholars or priests, while those born into the Kshatriya
caste were thought to be warriors or emperors, those born into the
Vaishya caste were thought to be merchants or traders, and those born
into the Shudra caste were thought to be laborers. Aside from that,
there is another group of individuals who are considered outcasts,
known as Dalits or untouchables, who are at the bottom of the social
ladder (Dirk, 1989; Ambedker, 1925; Pick & Dayaram, 2006). These
underprivileged individuals are classified as Scheduled Caste (SC),
Scheduled Tribe (ST), other backward castes (OBC), and forward caste
(FC) in the present Indian Constitution. Historically, forward castes
have had strong socioeconomic status while disadvantaged groups
have suffered from social and economic deprivation. The government
has attempted to uplift the status of these people through affirmative
action, but there are still many gaps and policy formulation requires
careful consideration. (Dreze & Khera, 2009; Kumar, 2001; Gupta,
2005).
The social or group identities operate on conscious and unconscious
level in the behavior and personality of individuals in Indian society. At
present, whether it’s a government or a non-governmental group, both
have an impact on people all over the world. Aside from entrepreneurial
organizations, machine, professional, diverse, innovative, missionary,
entrepreneurial, and political organizations have all had a global
impact. An organization is made up oz a collection of individuals
working together toward a common objective. They are organized into
the following functional groups: the strategic apex, the middle line,
the operating core, the techno-structure, and the support staff. An
organizational structure outlines how tasks are assigned, coordinated,
Paradigm Shift and its Execution in Organizational Research 23
and overseen in order to achieve organizational objectives. In decision-

making processes, it serves as a glass perspective and best practices.
Both formal and unstructured organizations of this kind exist.
Paradigm Shift in Organizations and Disadvantaged Groups
During stone and pleistocenic period the people use to pass nomadic
life those converted into sedentary mode with the evolution of brain
and consciousness. In the contemporary scenario, the organizations
have fueled and progressed speedily with the discovery of technology
in this scientific period. Now people are dependent on the wages they
earn from the organization. It has proved effective in improving the
quality of life of the people. About two centuries ago in America about
20% of the United States populations were dependent on a wage
income that increases 90% in the nineteenth century by creating a
perfect opportunity. Overall, the historical and social context in which
organizations arouses in the United States and reached at every corner
in other parts of the countries. The bureaucratic, rationalization and
the division of labor theories made its strong grip.
Further, positivist paradigm those included an epistemological and
methodological to relativists, humanists and postmodern approaches
came into forth by taking consideration on objectivity, generality,
empiricism and linearity for exploring the truth. Further, study of
consciousness through words, ideas, concept, opinion, emotions,
projection and beliefs as well as behavior popularized the psychological
aspect beside social issues in the organization. Postmodern approaches
also known as critical beyond determinism and natural science
also proved effective for progressing the organization (Alvesson &
Deetz, 1996). They explored the role of social construction in truth
and organizational behavior was considered as artifact, and imagery
metaphor for understanding the world. Global local theories also paved
their path (Martin, 2003; Pfeffer, 1982).
Relativists, humanists and post modernists talk about socio-
cultural factors, social power and influence as well as of local narratives
further shaped it. Further collective view appeared and transformed
research in the organization (Hatch & Yanow, 2003). The bounded
rationality model also worked in the same way. Nelson and Winter
(1982) model of gradual adaptation for studying diversity in the society
focused on the routine of doing things. Adaptive Markets Hypothesis
focus on evolutionary biology whose thrust is competition mutation,
reproduction and natural selection (Andrew, 2004). Rule of quality
governing is also important need to change.
The system theory that came in 1960 has given its focus from
external environment to internal conditions of the person. It views
organization as adaptation toward equilibrium from person to the
environmental conditions. Open, rational, and natural organizational
models are currently prevalent in different organizations. Weber
himself studied his own theory with an emphasis on “organizations
as systems of power or domination in that the leader exercises control
over the through a hierarchy of bureaucrats,” even if there are many
components to Weber’s theory that are all pertinent to a well-run
bureaucracy. According to the Teal paradigm, the organization should
be seen as a self-sufficient force with its own purpose rather than
merely a tool for achieving management’s goals. It also emphasizes the
development of human awareness. Network research has expanded
as a result of a wider shift away from individualist, essentialist, and
atomistic theories and toward ones that are relational, contextual, and
systemic.
The emphasis has evolved in recent years toward an informational
perspective that sees interlocks as a way for firms to share knowledge
about acceptable and efficient business behavior and eliminate
uncertainty. Board interlocks have been used by academicians to
explain a variety of phenomena, including the spread of poison pills
(Davis, 1991), corporate acquisition behaviour (Haunschild, 1993),
the adoption of organizational structures (Palmer, Jennings & Zhou,
1993), CEO pay premiums (Geletkanycz, Boyd & Finkelstein, 2001),
the formation of joint ventures (Gulati & Westphal, 1999), and the
use of imitation strategies more generally (Westphal, Seidel & Stewart,
2001). Various studies, highlighted those interlocks are more crucial
in uncertain contexts than in certain ones for reducing uncertainty
(Carpenter & Westphal, 2001; Geletkanycz & Hambrick, 1997).
The sociopsychological contributions of neoclassical perspective’s
focuses on morale, leadership, and Hawthorne experiments to
emphasize cognitive, affective, and co-native elements to understand
the paradigm shift. Early theories of organizations used a rational
approach, but they have since evolved to include a wider range
of viewpoints. As a result, there have been a number of paradigms
shifts in the organization’s sector. The phrase “paradigm shift” refers
to both a change in consciousness and a profound alteration in an
outward state of circumstances. A significant transformation in one’s
perspective, concepts, and methods of doing something is referred to
as a paradigm shift.
The change can take place in a variety of settings, including
scientific research and industry. When new technology is introduced
and drastically changes how an item or service is produced, industries

frequently experience paradigm shifts. The Structure of Scientific
Revolutions, published by Thomas Kuhn in 1962, was the first book to
introduce the concept of paradigm shift. An organizational paradigm is
the comprehensive set of standards, beliefs, and procedures that serve
as a guide for actions and choices. The board of the organization got
considerably more involved in inspiring collective leadership and action.
These changes are important catalysts for many social processes. It is
evident in a variety of disciplines, including literary criticism (Barthes,
1977; Kristeva, 1980), and for every type of network (Barabasi, 2002;
Newman, 2002).
Additionally, several types of links, such as the “who has disputes
with who and who trusts whom” network, are often believed to serve as
the primary network (Borgatti, & Foster 2003). Social resources, such
as social capital and social support (Walker, Wasserman, and Wellman,
1994), are likely the area of organizational network study that is getting
the great attention and growing rapidly (Lin, 1982, 1988). Despite its
apparent simplicity, integrating diversity in the workplace requires a
paradigm shift due to the inherent nature of racism, sexism, and all
other forms of prejudice. These biases are deeply established and a
component of the human psyche. As a result, they have an impact on
all facets of life, particularly social contexts like the workplace. More
diversity in the workplace would undoubtedly result from a paradigm
shift. Many workplaces are egregiously inaccurate approximations
of the wider population. Minorities are infrequently in positions of
authority in enterprises, despite the high minority representation.
Therefore, in order to bring about a paradigm change, more women
and people of different race and caste (disadvantaged) need to assume
prominent and prestigious jobs (Carlton-LaNey, 2003).
Instead, it would be more accurate to say that organizational
structures evolved from prehistoric times when hunters and collectors
were organized into tribes, to highly clerical and royal power systems,
to industrial structures, and finally postindustrial structures. There is
now religious diversity inside the organizational structure. Although
social diversity based on culture, religiosity, area, language, gender,
income and caste are visible everywhere yet the socially deprived people
across the country have experienced setback in the organization. The
people from rural areas especially the women and scheduled caste
people still consider employment in the industry as a dream because
of sycophancy in political organization and their well-wisher agents
in both government and non-government organization. The political
interference of community leaders is commonly visible at every platform.
In Foucauldian sense, thus we see how power structures are created

as a result of the panoptical view, and how places and spaces of power
are largely appropriated to suit an individual or an organization.
At the same time the socio-economic problems faced by the people
prevent them to enter in the organization. Sir name based on caste,
gender, outfits and physical appearance, language such as over
assertiveness and fluency in English speaking have rooted well without
exploring and exploiting the intelligence of the rural people. No leaders
and organization set up their placement cell in the rural areas. No one
is daring to do their outreached activities by reaching at the need of
the common people. No due space is being given to the rural people at
national and international level. The digitalization is being practiced
everywhere in the organization without identifying the rural resources.
For example, in rural India there are the people who still lacks in
physical and socio-psychological infrastructure. The facilities of road,
water, health, electricity and education including awareness are still
minimal in the rural areas.
CONCLUSION AND SUGGESTION

The deprived people still are facing a lot in entering the organization.
The women and scheduled caste people still are dreaming a lot in entering
the areas. Lack of education, socio-economic earning and general
awareness including deficit in social and economic infrastructure,
the minority. Exploring paradigm shifts and its execution although
is an arduous task yet it has proved effective in understanding the
organization. Be it a government or non-governmental organization
such as entrepreneurial, machine, professional, diversified, innovative,
missionary, and Political organizations; all have curtailed the socio-
psychological suffering of the people of Pleistocenic period by opening
the gateway of employment to restore their wellbeing and improve
quality of life. Various theoretical and paradigm shifts took place in the
organization those shaped it in accomplishing the goal. From pre- to
post modern era, the gradual, system, adaption, bounded rationality,
and teal paradigms including of positivists those focused on the
epistemological and methodological issues.
Further, the relativists, humanists and socio-psychological
paradigm significantly proved effective in carving and accomplishing
the goal of the organization. Although masses of people have benefitted
from the set of the organization yet there are mammoth rural masses
such as socially disadvantaged group such as scheduled caste,
scheduled tribe, women and other backward classes who still seems
helpless due to lack of infrastructure. The concept of digitalization for
them is worthless as these people are facing fundamental issues of

livelihood. The political sycophancy, interference of leader, sir name
based on caste, income, discrimination in recruitment process based
on this social diversity have really increased allostatic load among the
people who still are outreached and no organizations are sincerely doing
their effort to uproot their suffering. The need is to formulate policy
and implement reservation even in the non-governmental organization
based on the religiosity (caste, gender) and income so that the common
people would be able to get an opportunity to shape their career.
Thus, the need is to bring the common man in forefront i.e., in the
organization so that he/she may get job in the organization. So far
as the different jobs are being grappled by the urban youth and the
rural one does not know the procedure. Need is to bring the awareness
among the attitude of highest authority to move their recruitment
cell in rural areas to capture real intellectual people in industrial and
organization sector by forgetting social discrimination based on caste,
creed and other religious activity so as to progress the nation.
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4
Customer Retention in the Covid Era:
Some Insights for Businesses
Amit Kumar
ABSTRACT
As a situational crisis, we witnessed how the coronavirus (COVID-19)
epidemic has wreaked havoc on the worldwide health system. Coronavirus
has a wide-reaching effect on almost every business.This pandemic continues
to impose the temporary closure of businesses and follow lockdown
measures. COVID-19 has transformed the lives and livelihoods of people all
over the world in a short period and compelled businesses to comprehend
the impact of COVID-19 on their operations and to respond appropriately in
this uncertain circumstance. Businesses must realize that in this environment
of fear, confusion, and concern they need strong engagement with their clients
and use customer relationship management (CRM) tactics to get closer to
their customers. Consumer demand and marketing, sales growth, and revenue
generation are key issues faced by businesses at the covid time. As a result of
this drastic incident, firms and their initiatives to gain new clients for business
have slowed down. This emphasizes the significance of adapting customer
retention strategies. This article, therefore, strives to provide some insights
to understand and implement customer retention strategies in the pandemic
crisis.
Keywords: Customer retention, COVID-19, Corona virus, Business
strategies.
INTRODUCTION
Most people have been affected by the coronavirus (COVID-19)
outbreak, which started in China. Businesses all across the world are
paralyzed and estimating the negative costs as a result of its spread.
This epidemic has put the economies of several countries in danger
since it required temporary business closures, travel restrictions, and
a general avoidance of large crowds in public areas, all of which had
a negative impact on businesses’ sales and profitability. Coronavirus
spread uncontrollably around the world; as of March 2022, total of
492,022,225 people had been infected and 6,177,076 died globally
(WHO, 2022). In response to the pandemic outbreak, governments in
numerous nations elected to prioritise saving lives over protecting their
economies, proclaiming immediate or progressive lockdowns in their
respective nations. Suddenly implemented rules like “social separation”
and “stay-at-home” have cursed various industries.
According to the World Trade Organization, the COVID-19 pandemic
allegedly sparked a global financial crisis after “international trade had
witnessed a fall in 2019,”. Due to the high amount of uncertainty, it
has become difficult for most enterprises to maintain their financial
operations. The global business community is under a lot of strain as a
result of COVID-19. While businesses have started to recover from the
shock, it will likely take some time before consumer optimism reaches
pre-crisis levels. Demand is low, and customers are hesitant to make
purchases, delaying purchases and continuously looking for lower
prices, even switching from their preferred brands (because of high
online migration). In this scenario, Customer lifetime value (CLV) and
maintaining existing clients have become critical in this environment,
particularly for recurring revenue enterprises. Customer retention and
CLV are linked very much. CLV identifies the businesses’ most loyal
customers and assists them in prioritizing service based on customer
value, resulting in increased customer loyalty and CLV. This insight is
critical for businesses, as the Pareto principle in marketing suggests,
“generally, 20 percent of customers contribute about 80 percent
of revenue”. During these critical periods, the CLV measure is even
more important. Many organizations marketing budgets have been
drastically decreased as a result of the pandemic, as priorities have
altered. As a result, in order to maximize their marketing strategies,
corporate executives will need to concentrate more on CLV and consider
developing loyalty programmes to retain and attract additional high-
value customers.
Customer Retention in the Covid Era: Some Insights for Businesses 31
Nowadays customer retention is very challenging for businesses.

The unprecedented time and business environment have made it
uncertain for business leaders who are jolting in fixed spaces as to
what steps can be taken to retain their respective and prospective
customers. Budgets have been compromised and priorities have moved
online. In this mix, it is necessary to find efficient ways to sustain
the businesses. According to Marketing Metrics, the rate of success
while selling to an existing customer is close to 70 percent, while the
same for a new prospect is 5-20 percent. Increasing customer rate
by 5 percent can increase profits by 25-90 percent (Kumar & Kaur,
2021). In a time of crisis like the Coronavirus, a primary indicator that
can set businesses apart is customer experience. What might not have
harmed a company in the past is now a significant issue. As a result,
any firm that wants to survive in this economic downturn must focus
on retaining customers.
The Pandemic has compelled the businesses all across the world
to operate in a more innovative and resilient manner. Past few days,
has witnessed that paradigm shifts are changing the goals of the
organization. This is a reflex reaction to current obstacles like real-
time decision-making, worker productivity, company continuity, and
security concerns, but new difficulties brought on by the epidemic
are trying their resilience as they attempt to lay a foundation for the
future. Businesses and organizations from all around the world have
begun taking action to safeguard the interests of their stakeholders.
Globally, COVID-19 has quickly altered people’s life and means of
subsistence. Organizations are now required to comprehend how
COVID-19 will affect their industry and respond to this unpredictable
position (Donthu & Gustafsson, 2020).
Moreover, businesses need to understand how they should
communicate with the customers and how they should apply customer
relationship management (CRM) strategies to tackle such perplexed
situational crises and retain the potential customer base. COVID -19
like a rhizome spread in such a manner that companies who invested
in their core customer segments went down, physical movement of
people was restricted but the Online formats/ digital models of business
gained popularity. Customers largely shifted to online shopping for
all types of goods and services. This is a time when businesses and
companies need to stay close to customers by resorting and adapting
to digital models and online formats. The post-Covid scenario too sets
forth a tone of self-introspection for large enterprises as well as small
ones; wherein the businesses’ investment in online formats would be
a wise decision to push their Omni-channel distribution and create an

advantage to help their customers.
BACKGROUND
According to the World Health Organization (WHO), the Middle East
respiratory syndrome (MERS-CoV), and acute respiratory syndrome
(SARS-CoV), are two more serious illnesses, caused by the vast family
of coronaviruses (Verma & Gustafsson, 2020). Coronavirus is denoted
by Covid-19 (disease of the year 2019) and It is a fresh strain that
was found in people for the first time in 2019. In December 2019, the
Chinese city of Wuhan reported the epidemic for the first time to WHO.
The majority of the coronavirus material was compiled and published
in academic and professional publications as a result of such a macro-
level problem. In December 2019, Zhu et al. (2020) reported that a
cluster of individuals with pneumonia of unknown cause originated
from Wuhan, China’s wholesale seafood market. This cluster
eventually gave rise to the first COVID-19 variants. One of the most
contagious illnesses, coronaviruses mainly affect people after infecting
their immune systems with the severe acute syndrome of respiratory
disorders (Verma & Gustafsson, 2020).
Customer Retention
According to Keiningham et al. (2007), customer retention is the

continuation of a client’s business engagement with an organisation.
Customer retention has long been seen as one of the main goals
of organizations using relationship marketing (Yim et al., 2004).
A organization must maintain its competitiveness to develop and
survive. The opposite of customer defection has been thought to be
client retention. Low defection rates are similar to high retention rates
(Schweidel et al., 2008). Moreover, management researchers stress the
importance of client retention for two main reasons, first, in industry,
the cost of obtaining a new consumer is relatively very expensive
and second, since clients stick with the company for a longer period
of time, when they estimate profit for long run. Further, Hanks (2007)
in a study found that a simple 5% increase in client retention might
result in a 75% increase in profitability. Additionally, the average
returning customer spends 33% more than a new one (Kumar and
Kaur, 2021). In light of this, a client retention strategy has emerged
as a tearing method for fostering loyalty, particularly in the digital
age. This conceptual study demonstrates how companies can manage
clients and maintain their competitiveness in the digital age by utilizing
specific customer retention tactics.
METHODOLOGY
Conceptual research is conducted to investigate the use of
customer retention strategies during and after the pandemic. Because
a COVID-19 pandemic is a new event with no precedence, and all
empirical evidence will be available only thereafter, the conceptual
study technique was deemed to be the most appropriate in the current
circumstances.
CUSTOMER RETENTION STRATEGIES

Focus on What You Already Have
Many businesses were left financially insecure as a result of the

pandemic. Some businesses attempted to cut costs in anticipation
of reduced revenue. The marketing department was one of the first
departments to be slashed in many businesses. Businesses should
consider modifying their business marketing plans to focus on
customer retention and loyalty if they need to work with a limited
budget. Instead of investing in brand awareness and initiatives
to attract new prospects, businesses should rather channel their
marketing strategies by keeping their clientele and customers in view.
Additionally, firms must be proactive in dealing with client complaints.
Predicting client complaints is the mark of a good agency and agent.
Businesses, particularly in the pandemic-affected market would need
to connect with customers, understand their concerns and promptly
respond to them. This presents a chance to boost customer retention,
loyalty, and satisfaction.
Meet Consumer Expectations
The speed with which traditionally in-person behaviors and acts

migrated to the internet is one of the most notable factors of the
pandemic. Without a doubt, a trend toward digitizing business-to-
consumer relationships was already underway before the outbreak, but
COVID-19 laws compelled enterprises to expand their online products
to remain available to consumers and to get online if they weren’t
earlier. Businesses have had to adapt their operations regardless of
industry, whether it was event planners producing virtual events, brick-
and-mortar merchants using online purchasing and curbside pick-up
choices, or institutions and universities building virtual classrooms for
sessions.
Many organizations found themselves forced to adjust to COVID-19

constraints, which set a new standard and opened up previously
unimagined territories and planes of exchange for online contact
and involvement. Customers are more likely to stay loyal to a firm
if they believe it values them and responds to their needs, which
may change over time. An Omni-channel strategy provides a single
perspective of each consumer, allowing for a more comprehensive
customer experience. It enables businesses to send each consumer a
personalized, relevant, and timely message via their preferred channel.
Be Concerned about Customers
Every interaction or communication of the company with the existing

customers provides them an opportunity to demonstrate the brand
and purpose, especially in an uncertain situation like COVID-19. Every
interaction with a customer is an opportunity to demonstrate what an
organization is all about, and to be true to one’s brand and purpose.
People are paying attention to how an organization is responding.
Companies need to respond appropriately in a difficult time because
it can lead to even strong relationships with customers. Companies
should offer genuine support and take preventive steps for customer
safety. It will earn strong confidence, trust, and reputational benefits
for the brand, resulting in the retention of existing customers and even
attracting new customers for companies.
For example, the lifebuoy soap brand marketed by Unilever spread
hygiene awareness during the time of COVID-19. Their awareness
campaign on print ads, TV commercials, and digital ads, show ways
to prevent contact with the novel coronavirus that causes COVID-19.
Their communication does not focus on sales promotion. They have
maintained the stance that using any soap not only lifebuoy for
handwashing can thoroughly prevent one from coronavirus. They
rolled out different TV commercials which focus on washing hands,
teaching viewers to wash hands from hands and showing hands with
faces made on them to make it more appealing to the consumer.
Make Most Out of Data
Data can guide businesses in making well-informed marketing

decisions during times of uncertainty. To obtain insights into the user’s
activities and understand where the traffic is coming from, businesses
should employ analytics and research tools like Google Analytics and
Google Search Console. As more people are spending time online than
ever before, it’s more important than ever to invest in search engine
optimization (SEO) to improve business search exposure. While SEO

may already be a component of business marketing strategy, there may
be some significant changes to be aware of. To update the SEO efforts,
businesses must first understand what the audience is looking for and
what search queries are leading them there. Identify new search trends,
high-volume keywords, and other opportunities using your research
tools and resources. Keeping an eye on what the target customer base
is looking for, can help businesses not just with marketing and SEO,
but also with generating new business goals and opportunities in the
longer stead.
CONCLUSION
This is not the first crisis, and it won’t be the last, but it is a good
opportunity to listen to loyal customers, learn from their input, and
anticipate their requirements. Businesses that take advantage of
this chance will be able to build a favorable brand image, and after
this difficult time, they will be rewarded with potentiating market
participation of the loyal and pleased customers. Despite the crisis,
retention is similar to what it was in earlier times. It should be a
primary priority in the future. Businesses should stay on top of their
customer’s changing needs, as well as detect and resolve their problems
ahead of time. It is the most effective way of expressing your gratitude.
COVID-19 has been identified as a health threat. It has thrown the
economy into disarray and presented businesses with enormous
challenges. All major areas of the Indian economy have been put on
hold. The pandemic has shifted how organizations approach marketing
techniques, emphasizing the need for the adoption of effective customer
retention strategies. Businesses can implement customer retention
strategies as it has a major impact on the bottom line due to their
relatively low cost, high return on investment, and long-term benefits.
REFERENCES
Donthu, N., and Gustafsson, A. (2020). Effects of COVID-19 on business and
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Fornell, C., and Wernerfelt, B. (1987). Defensive marketing strategy by customer
complaint management: A theoretical analysis. Journal of Marketing Research, 24,
337-346.
Hanks, R.D. (2007). Listen and learn. Restaurant Hospitality, 91(8), 70-72.
Karakaya, F., and Yannopoulos, P. (2010). Defensive strategy framework in global
markets: A mental model’s approach. European Journal of Marketing, 44, 1077-
1100.
Keiningham, T.L., Cooil, B., Aksoy, L., Andreassen, T.W. and Weiner, J. (2007). The
value of different customer satisfaction and loyalty metrics in predicting
customer retention, recommendation, and share-of-wallet. Managing Service
Quality: An International Journal, 17 (4), 361-384.
Kumar, A., and Kaur, A. (2021). Complaint Management: key to customer retention in
contemporary times. YICCISS-2021, 120-126.
Schweidel, D.A., Fader, P.S. and Bradlow, E.T. (2008). A bivariate timing model of
customer acquisition and retention. Marketing Science, 27(5), 829-843.
Verma, S., and Gustafsson, A. (2020). Investigating the emerging COVID-19 research
trends in the field of business and management: A bibliometric analysis
approach. Journal of business research, 118, 253–261.
Yim, F.H.-K., Anderson, R.E. and Swaminathan, S. (2004). Customer relationship
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Selling and Sales Management, 24(4), 263-278.
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coronavirus from patients with pneumonia in China, 2019. The New England
journal of medicine, 382(8), 727–733.
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5
The ‘Conman’ in the Market: A Deleuzian
Analysis of Market Flows
Ambika Sharma and Kanchan Sharma
ABSTRACT
With advancement in the digital arena today we see that the definition of
market flows has also considerably changed.With digitalization seeping in every
sector today, we see how the attitude of the consumer is an outcome of his
needs and desires which are perpetuated further as a result of the market
flows. Market flows are the rhizomatic structures which upshoot the machinic
drives of the consumer. The consumer market gimmicks act like Benthamite
panopticons which create a tension in the visibility paradigm; this visibility makes
the strategist marketer a Conman in the market. Here, Gilles Deleuze’s theory
of ‘Act as Desiring Machines’ play a pertinent part in order to understand the
assemblages at work in a rhizomic frame of the consumer-market flows.
This study aims to decode the marketing strategies, fandom influence and
machine-driven desires which are all strategic in the whole gamut of marketing
exchange. It also attempts to deconstruct the personal, psychological, social
and financial factors which work upon the flows of the psyche. Producer
entraps the mind of the purchaser with their panoptic tools. For their
promotions, they use eminent tools like big personalities, familiar faces, sports
icon symbols etc. Identity and resemblance thus act like the differentiator
here for the buyer. The deferred meaning of difference between Visibility and
actualization is what the article dives in.
Keywords: Market, Consumer, Desire, Desiring Machines, Assemblage
INTRODUCTION
The Why, What and How of Consumer behavior has been a matter
of debate in many a fields like Sociology, Management, Psychology,
Philosophy and Cultural Studies to name a few. The motivational
factors that drive the consumer behavior are multidimensional.
Consumer behavior is based on two set paradigms: One on the visibility
paradigm and the other on the actualization paradigm. Their general
behavior is based on the perception and suggestibility measure. This
entails the general affect which is created on the mind of the consumer
by the representational states and processes of the market flows. On
the other hand, actualization paradigm is based on the measure of
identification. Market is the simulacra and the marketing flows are the
simulation flows. Consumer market relationship (CMR) and consumer
brand relationship (CBR) cannot be decoded from a dyadic standpoint;
it is but a web that is systemic in reality. Assemblage theory states that
all actants and all agents are entwined and intertwined and the reality
lies in their in-between ness.
ONTOLOGY OF ASSEMBLAGE FLOWS

As per Assemblage theory, Assemblages draw the attention of an
individual towards the expressive capacities of components. These
components further enhance their affect by coming in close proximity
of the individual. These assemblages are not fixed but they exercise
and exert their presence in the form of extensions. A general visit to
the restaurant brings about in an individual a state of elation and
there are some set appropriated ordinances for every entity. It is the
rhizomic lines of flight of these ordinances which de-territorializes the
being. They become a slave of such predesigned ordinances and we see
the role of the marketer in this stead, as it is he who accentuates the
functioning of these fixed values on the individual’s individual line of
flight.
If we closely decode the meanings of consumer landscape, we will
observe that the extensions in the assemblages play a vital role in
determining the common attitude of the Consumer. In today’s world
where everything is technologically driven, we see how the common
man is conned by the Conman in the market. The clash of the
convergent intensities is what is at play in the consumer landscape.
Extensions and intensities are somewhat symbiotic in form and spirit.
It is the affective, narrative, stylistic and referent intensities of the
agents in the market that drive the market flows, as they enable both
The ‘Conman’ in the Market: A Deleuzian Analysis of Market Flows 39
de-territorialization in the form of larger, emergent assemblages and

re-territorialization of key assemblage components.
Desire is often power laden. It can be destructive also. The
dynamism of day-to-day life is non-linear. It is not driven by singularity
in becoming; it is but institutionalized in myriad functional ways. The
agency desires to float, the agent desires to sell and the participants
become the desiring threads to keep their market flows going. The
market offers a symbolic exchange and also an economic exchange.
The society is a society of spectacle where everything is hyperreal.
In this hyperreal world, the individual is dominated by images
of need, existence and desires altogether. Brands all over the world
disperse their popularity. This popularity plays the role of a manager
in commodification of the commodity. According to Gilles Deleuze
to designate contemporary society it is important to chalk out the
difference between control society and disciplinary society. Today what
is seen is the disciplinary society changing itself into control society.
Commodity culture plays a crucial part in highlighting the control
mechanism of the society. These commodities act directly upon the
molecular assemblages of one’s individual existence. Articulation of
the commodity becomes the imperative tool for the seller who is meant
to sell the same to the prospective buyer. Pictorial delight is what
drives one towards temptation and pursues one to buy. Companies
and brands play the part of desiring machines.
Further, commodification is appropriated and structured
strategically. Producers elucidate the usage of the products for the
understanding of the customer. 70 to 80 % sellers use transparent
screens to attract the customer. Sellers use seasonal products with
ethical images, colors and suitable themes for attraction. Use of
colors, music, shades and presentation with thematic structure lure
the customer’s mind. New trends come out in the world in the form
of customized products which showcase different shapes, sizes and
designs of the products being manufactured. In this respect Deleuze
and Guattari sets forth the ontological vision of the subjective realm
of becoming. The Subject is treated as an object in the ontological
movements and thus are nothing but residual effects of their thoughts.
THE FANDOM MATRIX

Any kind of business today in the world is carried forth keeping in
mind the communities that exist and the way they exercise exchange
of values- cultural, social, moral or psychological. Psychology plays
a major role in driving one’s attitude in terms of perception and
reception both. Sigmond Freud saw language and its tools as a means
of accessing the human psyche. On the other hand, in Lacanian frame,
we see him proposing forth the idea of language as constituting the
human precepts. He further postulates that language is residual in the
act of the immanent self.
Therefore, the relation between the consciousness of the marketing
managerial discourses and the consumers is always in a panoptic flow.
As a result, we see that the consumers are conned by the continuous
advertising gimmicks taking resort to celebrity portrayal which drive
forth the psychotic tendencies of the individual buyer. Film stars,
cricketers, politicians, motivational speakers, big faces of the nation
come forward to habituate the prospective psychotic framework of the
individual market. These faces gain attention very fast. In the words
of Schuster, the connections that establish themselves and synthesize
composed versions they end up composing the dense reality of the
individual. This, he says, is the real throw of the dice. For promotion
of brands, products, place or big project these celebs are paid a big
amount.
Thus, we see that the advertisers and marketing machinic
agents keep an eye on the consumer movements. They become the
panopticon that is always surveillant. The real throw of the dice is
the accumulation of rhizomic patterns that habituate the consumer
behavior. Deleuzoguattarian perspective on the machinic model of
consciousness offers analyzing the incoherent critical forces which
disrupt the flow of the desires and configures them in a blind narcissist
order.
DESIRING MACHINES
The Machinic model of Deleuze Guattari emphasizes on the
consciousness being subject to circumstantial eventualities. The
unconscious says Deleuze is a resultant of the many accidents. The
conscience wants to make sense of these accidents but the interplay
of habits accidently entraps the immanent self. Everyone is embroiled
in the play of habits. Un Intentional or Intentional behavior is often
perpetuated as a result of the accidental patterns at work. Our identity,
which is a sum total of such accidents make us choose in a habituated
matrix where we become the desiring heads lured by the desiring
machines. Presentation, representation too directly or indirectly
communicates with our habits. Contemporary consumer culture is
behavior driven, desire driven and model driven where representation
repress our mind to the extent that we lose our psychic threads to
explore what emerges before us. This obscurity of design puts us into
The ‘Conman’ in the Market: A Deleuzian Analysis of Market Flows 41
a mode of situated unconsciousness where we freeze in the proto

subjective forces.
Longings are stimulated by the psychological simulations. Desires
are built through inspiration, provocation. For example: - just like a
simple watch shows the time, in the same way a smart watch also
does the same thing, but the advanced features of smart watch compel
the customer to purchase it too. This is the outcome of the accidental
situatedness and habituation. Market agents keep launching features
to entice the consumer and play with his / her habits. As a result, the
unconscious customer is driven towards the proto subjective forces.
Signification in technological world too has split the customer into
profitable patterns of behavior. We witness the surge in technology
where no being can do without the digit game. Digital cyborg has become
the new rhizomic force with which people have turned into signified
cyborgs. Logos and symbols also gain attention of the customers.
Ethically, needs are a tool of life force but there is difference between
need and desire.
CONCLUSION
According to Deleuze desire is a passive synthesis. As per his
calculation, product should be real. Desire behaves like machines
because it curbs the psyche of the individual with the dice play.
Appetite is based on human prosperity but desire always impacts
the scarcities. Consciously or unconsciously consumers idolize their
wish and command their intellect through the habituated sense of
perception and reception. Desire is credible only if it is valuable to the
immanent self and that desire must have the capacity not to cultivate
a distinct desire. The machinic impulses necessitates the prism of
perception and reception. A look at the modulation of data by the
society of control and its controlling agents makes us aware of the
real ‘conman’ in the ‘market’ and Deleuze wants us to be aware of this
society of passwords and surfing where people are grasped as data
and not just mere subjects. This data gives birth to various forms of
epistemic constellations where the immanent being gets lost.
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6
Social, Psychological and
Cultural Motives in Buying Behavior
Komal Rani and Yashpal Azad
ABSTRACT
The present chapter is an attempt to assess the influence of psychological
factors on consumer behavior. Consumer behavior and decision-making
processes have advanced to the point where they have become a major topic
in the marketing world. This chapter provides an in-depth analysis of the
factors that influence customer behavior and the purchase decision-making
process in marketing. Because marketing begins and ends with the customer,
the ability of an organization’s marketing strategy to meet marketing demand
is demonstrated by consumer purchasing decisions. Consumer behavior
refers to the psychological processes that customers go through when
they’re trying to figure out what they want. Discovering patterns to meet
these needs, making purchasing decisions, such as whether to buy goods and
services and, if so, which brands and where to acquire them, interpreting
advice, developing plans, and carrying out these plans, such as comparative
shopping or actual product purchases.
Keywords: Consumer Behavior, Economic Factors, Psyche, Cultural Factors,
Pandemic, Social Factors.
OVERVIEW
Understanding Flows Experience on Psychological Level
Despite the fact that Csikszentimihalyi (1977) defined the flow

experience as a “holistic sense that people feel when they function with
whole participation,” other researchers have honed down on other
aspects that appear to constitute the flow experience. While some of
these structures influence or produce flow, others are viewed as a
result of the person’s flow state. Moreovwe, Hoffman and Novak (1996)
extended the application of flow theory to online settings like the WWW
(World Wide Web), further explaining the flow as a state characterized
by a seamless succession of responses made possible by machine
interaction, which is intrinsically enjoyable, is accompanied by a loss
of self-consciousness, and is also self-reinforcing.
The “flow experience” is one of the most frequently cited arguments
for why people shop online. When flow experience is viewed as an
independent variable, the study of online customers’ information-
seeking behaviours, an important part of consumer behaviour, has
gotten less attention (Wilson, 1997). It seems that when people search
for information online, they typically feel flow (Chen, Wigand & Nilan,
1999; Pilke, 2004; Alina, 2012). In addition, Lutz and Guiry (1994)
make it clear that the term “flow” is used by psychologists to describe a
mental state that persons who are totally engaged in an event, object,
or activity experience. When one is entirely immersed in the consuming
activity, time may seem to slow down and nothing else may seem to
matter.
The key flow psyche characteristics are discussed by Csikszentmihalyi
(1997) and include clear and distinct goals, momentary loss of self-
awareness, warped perception of time, actions merging with awareness
and immediate feedback, high levels of concentration and control, and
a balance between the person’s skills and the task challenges. Due to
the expanding role that technology plays in the modern information
economy, academia and business throughout the world are increasingly
interested in understanding how to provide compelling online customer
experiences. When evaluating and enhancing customer interactions
in online contexts, businesses should take the concept of flow into
consideration. Additionally, it was shown that flow was a crucial
element in explaining online shopper behaviour (Hoffman et. al., 1996;
Koufaris, 2002).
Social, Psychological and Cultural Motives in Buying Behavior 45
The Psychology of Consumer and Consumer Behavior
An individual who has the ability to decide and act in ways that
affect how resources are used is referred to as a consumer (Lambin,
2000). Consumer decisions or preferences are referred to as consumer
behaviour. When presented with a purchasing opportunity, a
consumer’s behaviour or decision-making can be observed in a social
setting (Allen & Ng, 1999; Lambin, 2000). Marketing begins with a
customer’s wants and finishes with his contentment. When everything
revolves around the client, consumer behaviours research becomes a
must (Blythe, 2008). Customers in modern marketing have a lot of
options, thus the marketers’ ability to persuade them has a big impact
on their purchasing decisions. Consumer behaviours must be studied
by marketers in order to influence them (Callwood, 2013). Cultural
influences, social factors, personal factors, and psychological factors
are all elements that influence consumer purchasing behaviours. The
psychological aspects were studied in this study (Connolly, 2010).
Professionals define the term “consumer behaviour” as the study
of people’s buying patterns, customs, and preferences in regard to
consumer goods, including their responses and preferences to the
advertising, packaging, and marketing of such products. Consumer
psychology is a subfield of psychology that seeks to better understand
customers by integrating ideas from several fields, including behavioral
economics, marketing, and social psychology (Kotler & Keller, 2006).
Consumer psychology topics are intended to be evaluated in terms of
their behavioral patterns. The study of people, groups, and organizations,
as well as all actions connected with the acquisition, utilization, and
disposal of goods and services, as well as how a consumer’s feelings,
attitudes, and preferences affect purchasing behaviour, is known as
consumer behaviour (Lantos, 2011).
FACTORS AFFECTING CONSUMER BEHAVIOR

The COVID-19 epidemic has radically altered our understanding
of the world. People are behaving in new ways, buying in new ways,
and thinking in new ways in numerous ways. The impact of current
crises scan be seen on brand and category preferences, buying habits,
and spendings because most people have adopted a digital lifestyle.
However, psychological, social, cultural, economic, and personal
factors might influence consumer behaviour. These variables are hard
to measure, but they are significant enough to have an impact on a
buyer’s decision. Some of these elements include:
Motivation, When a person is extremely motivated, it affects the

way they behave when making purchases. Basic needs, social needs,
security needs, esteem needs, and wants for self-actualization are only
a few. All other wants are subordinate to the desire for basic necessities
and security. Therefore, a consumer may be motivated to buy products
and services by basic needs and security concerns. Customer perception
is another important factor in predicting consumer behaviour. The
process through which a customer receives and examines data about a
product in order to create a meaningful image of that object is known
as consumer perception. Customers generate opinions about products
based on ads, promotions, user reviews, comments on social media,
and other factors. As a result, customer perception has a significant
impact on consumer purchasing decisions (Gambrel & Cianci, 2003:
Fernández & Bonillo, 2006).
Another crucial element is learning, which can either be cognitive
or contextual in nature. For instance, when a customer follows a
healthy lifestyle, his purchases will be related to healthier substitutes
for fast food. Saving money is another significant factor in determining
customer behaviour. The amount of savings a consumer wishes to make
from his or her income has a significant impact on that consumer. If
a person elected to increase his savings, his spending on purchases
would decrease. In contrast, if a consumer wants to save more money,
the majority of his income will go toward purchasing goods (Gajjar,
2013; Ramya & Ali, 2016).
Economic factors, personal income, family income, income
expectations, savings, consumer liquid assets, consumer credit, and
other economic factors like business cycles, inflation, etc. all have a
significant impact in determining consumer behaviour. On the other
hand, the buying behaviour is also influenced by aspects relating to
offers and asset quality. Easy credit options for consumers who want
to buy items encourage greater expenditure. Customers can now
easily obtain credit from sellers through the use of credit cards, easy
instalment loans, bank loans, hire buy, and numerous other credit
options. Consumers tend to buy more luxuries and comforts when
credit is more readily available. Spending on comforts and pleasures
is more common among consumers with liquid assets. Assets that can
be quickly turned into cash are known as liquid assets. Liquid assets
include cash on hand, bank deposits, and securities, for instance.
Higher liquid assets provide a buyer more confidence to purchase
luxury products (OECD, 2014c; Shahchera & Abolfathi, 2016).
An analysis of the flow theory literature found that it is viewed
as a multidimensional complex construct with links between several
unidimensional constructs that have been proposed as flow theory’s
constituent pieces by various academics (Koufaris, 2002; Bridges &
Florsheim 2008; Hoffman & Novak, 2009). The complete consumption
process and the motivations for buying are both included in the study
of consumer behaviour. Consumers are affected by factors including
feelings, motivation, finances, lifestyle, opinions, culture, and
personality during the purchasing process (Srivastava, 2013).
Seock, Park, and Nam (2014) examined the impact of social and
economic factors on the information-seeking behaviours of Chinese
female consumers in the clothes market. The findings indicate that
Chinese female consumers’ internal and external information seeking
behaviours are influenced by education level, income, and social status.
In this essay, we’ll concentrate on one specific facet of online users’
flow experiences, more particularly, how perceived control, pleasure,
and attention impact users’ information-seeking habits.
On the other hand, family, friends, roles, and status are among social
factors that influence consumer purchase. Family members including
a spouse, children, and parents can have a significant impact on a
consumer’s purchase decisions. Peer pressure is another important
component that influences a customer’s purchasing decisions. From
friends to relatives and coworkers, everyone is a part of a group. People
buy items that make them fit in rather than being left out. Certain
purchase decisions are influenced by a person’s life role, such as that
of a manager, and the status that comes with it (Jonathan, 2013).
Thinking flow, according to Leone and Burns (2000), emerges from
a balance between individual talent and task. Above all, we believe that
an online shopper’s flow experience is a potentially pleasurable feeling
that leads their immediate environment to disappear and causes their
thoughts and action to blend (Csikszentmihalyi, 2008; Alina & Caraivan,
2012a). In this frame of mind, shoppers are exclusively concerned
with the purchasing procedure. Additionally, when a person matures,
their environment has an impact on them, and family members have a
significant influence on their purchasing behaviour. Opinion leaders,
decision-makers, influencers, consumers, and users can all exhibit
influence (Arslan, 2001).
The influence of family is a crucial issue and a social factor when
it comes to consumer behaviour. The family is the smallest social unit.
Family structure, traditions, and roles vary from one nation to the
next. Every step of the purchasing process has an impact on family
members. In some families, the father takes the initiative and is an
important factor in the decision-making. While in certain cultures,
mothers and children come first (Maksudunov, 2008).
Li and Wang (2015) claim that the complexity of the web and the
variety of behaviour types prevent agreement on the measurement and
elements of flow experience. Jun and Park (2016) found that the degree
to which customers’ information-seeking behaviour predicts purchases
depends on the product category.
According to Pham et al. (2020), the Covid-19 pandemic has
prompted Vietnamese consumers to participate more actively in online
shopping, which was previously labor-intensive for online merchants
yet ineffectual. In addition, Wijaya, (2020) observed that risk avoidance,
family concerns, a conditional or influence effect from other people,
and information and knowledge were the factors that influenced panic
buying behaviour.
Indian business is suffering significantly as a result of the present
pandemic crisis (Das & Patnaik, 2020). Several major businesses
have been impacted by the Covid-19 coronavirus epidemic. Industries
that depend on production, transportation, and distribution are the
most severely impacted. This crisis will have significant psychosocial
effects as well as broad economic repercussions (Singh, 2020). The
coronavirus epidemic has had catastrophic economic effects. According
to analysts, the outbreak will have long-term effects on consumer
behaviour, forcing millions of people to stay at home and forcing retail
establishments—aside from those providing essential services—to
close (Punitalal, 2020).
Sivakumar (2004) found that when customers’ perceived risks
or level of planning are high, a longer and more intense flow state
supports browsing behaviour; when customers’ self-confidence is
strong, a longer and less intense flow experience maintains their
browsing interest. Renard (2013) discovered that word-of-mouth
and the sharing of personal information online were both positively
impacted by the flow experience. Customers’ purchasing decisions are
influenced by a variety of factors, including cultural, social, personal,
and psychological ones that marketers have little control over. However,
in order to successfully reach target consumers, several considerations
must be made (Kotleret al., 2006).
Punj and Staelin (1983) created a model of contemporary consumer
information seeking behaviour for the automotive industry. They
conducted a survey to test the concept, and they discovered that the
effects of product-class knowledge and specific product knowledge on
how people seek out outside information vary. The cost of a search was
adversely associated with the amount of information that was looked up
from other sources. Due to the complexity of online activity, Peterson
and Merino (2003) assert that we should investigate the moderator of
consumer information seeking behaviour and interactions among the
influencing variables.
Vijayasarathy (2003) looked into the relationship between
online shoppers’ shopping preferences, product categories, and buy
intentions. Regardless of the product category, consumers who have
a home and economical purchasing orientation are more likely to use
online shopping than those who have a local shopping orientation.
Additionally, buyers would be more likely to buy virtual rather than
physical things online. Additionally, he came to the conclusion that
income, gender, and age all affect people’s preferences for making
purchases online, with younger men who have greater household
incomes being more likely to do so.
METHODOLOGY
To accomplish the objective of present review an extensive
literature has been explored through various databases PSYCHENET,
Sociological Abstract, Google Scholar, PsycINFO, PsycTEST, PubMed,
JSTOR, Research gate, Academia, PHD Abstracts on internet. The
studies matching the topic has been selected and the studies which are
not matching the topic has been excluded. Therefore, review has been
completed. The objective of my study is to know about the influence of
psychological factors on consumer behavior. On the basis of my study,
it shows that there are influence of economic factors and social and
cultural factors on consumer behavior.

The necessity of a marketing concept addressed at customers
necessities knowing and interpreting consumer behavior. Consumer
behavior refers to how, where, and when people buy goods and services,
as well as whether or not they buy them at all. When a consumer is
exposed to various stimuli, he or she reacts to them based on personal
and contextual circumstances. The research findings about family,
psychological factors, social norms, cultural roles, and economic
factors are defined using these stimuli. Based on the studies it can
be concluded that the buying behavior at large depends upon these

factors and marketers should devise their plans and product by taking
these factors in consideration so that they can gain success in selling
their products and consumer can gain satisfaction of their needs to full
extent.
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Gambrel, P. A., & Cianci, R. (2003). Maslow’s hierarchy of needs: Does it apply in a
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Kotler, P., & Keller, K. L. (2006). Marketing Management. Twelve Edition.
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Lambin, J. J., & Schuiling, I. (2012). Market-driven management: Strategic and operational
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Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing
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7
Impacts of Covid-19 on Consumer Attitudes
and Behaviours towards Mobility of Vehicles
Kajal Chaudhary and Surjan Singh
ABSTRACT
The corona virus has had far-reaching effects on almost every industry. But
the automobile industry has developed rapidly in COVID-19 period. People
are afraid of contracting the virus if they take public transportation. To avoid
this, people are considering buying a new car. So, the COVID-19 pandemic
has changed consumer behavior, their purchasing power and patterns. This
duration made the consumer to change his/her standard of living and usage of
mobility behavior of vehicles. It can be recognized that COVID-19 pandemic
had adverse effects on the consumer’s psychology and their behavior. In
COVID period the demand for vehicle loans increased due to health and
safety concerns. The trend in research analytics observed that around 78%
of consumers are opting to use a personal vehicle instead of the public. In
COVID-19 era, a consumer places more importance on health, safety and
more so on the requirement of having a comfortable vehicle in comparison
to a luxury one. Consumer behavior is very involute. It depends from person
to person, need to need as well as product to product. This article tries
to find out the impact of the COVID-19 crisis upon the consumer’s buying
pattern as far as the automobile industry is considered.
Keywords: Involute, Pandemic, Consumer, Contract, Automobile, Buying.
INTRODUCTION
Coronavirus had a devastating influence on the lives of individuals,
countries, and companies all across the world during the COVID-19
period. Today, we see that the pandemic crisis has shifted the
consumer’s mindset. They are buying vehicles for social isolation,
safety, and personal hygiene as a result of salary cuts or lower income,
which is anticipated to raise demand for personal mobility solutions.
Each pandemic caused enormous changes in the economy, regional
and global legislation, social behavior, and the mentalities of residents.
As a result of this discovery, many people’s lives, industries, and
enterprises have seen significant transformations. Finally, the corona
crisis has encouraged the expansion of the automobile industry
(Zwanka & Buff, 2021).
The globally integrated automobile sector is particularly vulnerable
and exposed in the aftermath of the recent pandemic, and it is expected
to have several economic ramifications in the following quarters.
Because it includes both physical and mental activity, consumer
behavior is quite involute. Visiting a store and inspecting and selecting
a product are examples of physical activities. Creating an attitude,
perceiving communication content, and learning to prefer a specific
product are examples of mental acts. As a result, predicting consumer
behavior is a difficult endeavor. Consumer behavior in regard to a
company’s product has become increasingly important in recent years.
(Boyd, 1999).
Furthermore, depending on the type of purchase, decision-making
differs. However, in COVID-19, people prioritized safety, and as a
result, they preferred to drive their own car rather than using public
transportation. However, automobiles were/are extremely expensive.
As a result, in this scenario, the consumer has a sophisticated buying
behavior, in which the buyer generates ideas and beliefs about the
things. Finally, it was vital to understand the small information that
customers use to create judgements while making purchases (Kotler,
2002).
IMPACT ON AUTOMOBILE INDUSTRY

Any country’s economy relies heavily on the automobile industry.
During the Corona period, the automobile industry concentrated on
vehicle demand and rates. Several automobile manufacturers began
to produce vehicles at affordable rates, resulting in the expansion
of the automobile industry. The effects of pricing, brand, and store
Impacts of Covid-19 on Consumer Attitudes and Behaviours towards Mobility… 55
information on customers’ perceptions of product quality and value,

as well as their likelihood to buy, are critical factors to consider in the
automotive industry. Consumers’ purchase decisions are influenced
by a variety of factors, including why, when, how, and where they buy
or don’t buy a product, service, or good (Simonazzi, Sanginés & Russo,
2020).
In past there used to be a dearth of vehicles, making travel rather
challenging. However, living and travelling have gotten much more
comfortable since the introduction of the automobile. The words
“automotive” and “motivus” are both derived from the Greek word
autos, which means “self” (motion). The name was created by Elmer
Sperry (1860–1930), who first used it in 1898 to refer to automobiles.
The International Organization of Motor Vehicle Manufacturers
(IOMVM), also referred to as the Organization Internationale des
Constructeurs d’Automobiles (OICA), is a non-profit organisation that
supports various facets of the automotive industry, establishes policies,
disseminates and preserves information, and fosters innovation and
security. Automobiles are also thought to be a more lucrative and well-
known industry.
FACTORS INFLUENCING CONSUMER’S BEHAVIOUR TOWARDS VEHICLES

Consumer behaviour is influenced by a wide variety of factors. A
marketer should make an effort to understand the factors that affect
consumer behaviour. Here are some key factors that affect consumer
behaviour:
CULTURAL FACTORS: A collection of beliefs and philosophies
associated with a particular community are linked to a particular group
of individuals. The culture of the community from which a person is
descended has a significant impact on how that individual behaves.
cultural influences integrate
•• Culture: Cultural variables have a significant influence on
consumer purchasing behaviour. Cultural elements are the
fundamental beliefs, principles, needs, wants, preferences,
perceptions, and behaviours that consumers learn from
and model after their immediate family members and other
significant people in their lives.
•• Subculture: A cultural group has a variety of subcultures.
These subcultural groups share the same ideals and values.
Subcultures can be formed by people from various religions,
castes, locations, and nationalities.
SOCIAL FACTORS: Humans are social creatures, and as such, a

variety of social and environmental factors influence their decision-
making. Humans seek to ape other people in order to blend in with
society and gain acceptance from others. As a result, others around
them have an influence on their purchase decisions. We refer to these
as social factors. Some of the social elements are as follows:
•• Reference group: A reference group is a group of people that
a person identifies with. In general, members of the reference
group influence one another and have comparable shopping
patterns.
•• Family: A person’s family has a big impact on their purchasing
decisions. When a person was young, their tastes were developed
by watching their family make purchases; as an adult, they still
make the same purchases.
•• Rates and status: A person’s status is influenced by the role
he or she performs in society. If a person holds a prominent job,
his status has a significant impact on his purchasing decisions.
PERSONAL FACTORS: Personal factors have an impact on
consumers’ purchase decisions. Individual differences in these
personal traits lead to a wide range of views and purchasing patterns.
The following are a few of the individual considerations:
•• Age: Age has a big impact on consumers’ purchasing decisions.
The buying habits of young individuals are different from those
of middle-aged persons. When shopping, senior citizens behave
substantially differently from younger shoppers. Teenagers
will be more inclined to buy cosmetics and clothing in vivid
colors. Middle-aged adults worry about their family’s house,
possessions, and car.
•• Income: An individual’s purchasing habits may be affected by
their income. More money gives consumers more purchasing
power. A consumer has more opportunity to purchase high-end
goods when they have more discretionary spending.
•• Life Style: A person’s lifestyle is both an attitude and a way
of life in society, according to the life cycle. The way of life of
the consumer greatly affects their shopping preferences. For
instance, when a customer adopts a healthy lifestyle, the items
he buys will be nutritious substitutes for unhealthy foods.
•• Personality: Each person behaves differently from the next.
Every person’s lifestyle, as previously mentioned, reflects
their own personality. A person’s personality is characterised
by their distinctive traits. When highlighting the significance
of personality in customer behaviour, marketing-related

psychologists typically mention the contribution of personality
traits. According to Britt, each person responds to his
environment in a very specific and individual way.
PSYCHOLOGICAL FACTORS: Human psychology has a significant
impact on consumer behaviour. Although these factors are hard to
measure, they have enough sway to impact a consumer’s decision to
buy. Some of the most significant psychological elements include the
following:
•• Motivation: A person’s purchasing behaviour is influenced by
their level of motivation. Basic needs, social needs, security
needs, esteem needs, and wants for self-actualization are only
a few. All other wants are subordinate to the desire for basic
necessities and security.
•• Perception: Consumer perception is a key factor in determining
consumer behaviour. The process through which a customer
receives and examines data about a product in order to create
a meaningful image of that object is known as consumer
perception.
•• Learning: When someone buys a product, they have access
to more knowledge about that product. Experience leads to
learning, which develops through time. The learning process for
a consumer involves both knowledge and skills. While practise
may aid in skill improvement, only experience may aid in
knowledge development.
•• Attitudes and beliefs: Consumer attitudes and beliefs play a
role in how they behave and make judgments about what to
buy. Based on this mindset, the consumer behaves a certain
manner toward a product. The brand image of a product is
greatly influenced by this mindset. As a result, marketers put
a lot of effort into comprehending consumer attitudes while
developing marketing strategies.
COMPLEX BUYING BEHAVIOUR WITH RESPECT TO COVID-19

Complex buying behavior arises when there are various variances
between brands and types provided on the market, and purchasers
invest a large amount of money in them. In this situation, consumers
are hesitant to choose a specific brand because they balance the price,
risk, and quality of the goods. When it comes to the vehicle industry,
customer happiness is extremely important in forming market views.
For example, when people are considering purchasing a car for the first
time, they consider demand, safety, price, risk, infrastructure, brand

reputation, GST rates, and regular technological advancements. These
are the most critical and significant aspects that can influence complex
purchasing behavior. But in the COVID-19 pandemic, the automobile
manufacturing sector created 65 million jobs because consumers
demanded and prioritized their safety, hygiene issues, personal mobility
and mental satisfaction. So, they have started to commute by personal
vehicles. In this period, vehicles demand has increased in comparison
to past years (Mehta, Saxena, & Purohit, 2020; Svajdova, 2021).
There are various factors which have great impact on buying
behavior of consumer towards two or four wheelers in COVID-19.
These points are:
•• Price: In pandemic period (COVID-19), the demand for vehicles
had increased. For this reason, in this pandemic situation
automobile companies have offered more discounts on the
vehicles to encourage the customers to buy new cars. For this,
consumers are being attracted with fabulous offers.
•• Fear of oppression in public transport: Many commuters have
avoided taking public transportation because they are having
fear of infection from deadly virus especially those who travel by
bus or metro on a daily basis. As a result, many commuters are
increasingly driving their own cars to suit their mobility needs.
The shift away from public transportation has boosted demand
for two-wheelers, especially as two-wheeler loan eligibility has
gotten easier.
•• Budgetary restrictions: Many people have had to reduce their
vehicle purchases due to the current economic instability. Buyers
who were planning to buy a car are now exploring two-wheelers
as a way to save money. Commuters who changed to personal
mobility as a result of COVID-19 now seek an economical vehicle
choice for office trips, such as a bike. Furthermore, for many,
the fear of contraction – as well as pay cuts/layoffs – has made
two-wheelers an ad hoc mode of transportation.
•• Two-wheelers are less expensive: If commuters opt for personal
mobility, they are more likely to purchase bicycles rather than
automobiles in order to avoid straining their already limited
disposable cash. Mostly because, given the current economic
climate, a two-wheeler is a more inexpensive option. Even EMI
payments for a bike loan are less difficult to manage than those
for a car loan. Two-wheelers are easy to own and perform better
on Indian roads, making them the ideal mode of transportation.
•• Financing is simple: As the demand for two-wheelers grows,

lenders have begun to open their wallets to satisfy the need.
Buyers can get an online two-wheeler loan to finance a vehicle
without having to pay a large EMI. Furthermore, because of
the two-wheeler loan eligibility, interested purchasers can get a
loan quickly.
CONCLUSION
The lockdown and social distance legislation, along with the
COVID-19 epidemic, have all had an effect on consumer purchasing
and retail behaviour. Customers are becoming more flexible and
adopting new behaviours. The store comes to clients who are unable to
travel to it. New rules and procedures in the way customers shop and
make purchases of goods and services are likely to change them even
when consumers revert to their old behaviours. New habits will arise
as a result of demographic changes, technological advancements, and
creative ways consumers have learnt to deal with the blurring of the
barriers between work and play and education. The major stakeholder
in the Indian market and a substantial contributor to its GDP is the
auto sector. Automobile manufacturers could take measures to boost
their sales by cutting costs or giving their customers more incentives,
which could lead to an increase in automobile sales, in order to deal with
the pandemic’s aftereffects on the industry. New types of purchasing
behaviour can be created with the use of technology.
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rrr
8
Decoding Prism of Employee Well-Being and
Work-Life Balance During Pandemic
Shefali Thapa
ABSTRACT
The COVID-19 epidemic has caused a plethora of unfavourable and
significant changes in the demographics of modern organizations. The role of
human resource management has come with the increased responsibilities
to mitigate the negative consequences of work during this situation of
pandemic crises. The shift in daily routine at a sudden level brings drastic
change to how we feel and think.There is a sense of feeling threatened to get
infected, loneliness, working from a closed space or home, and instability that
further hamper the level of employees’ happiness. The organization leaders
or management team who adapt management practises to new settings face
significant challenges. It is also critical to ensure the well-being of personnel
in order to operate efficiently and it seems hard to maintain a state of work-
life balance. Since more people are working from home, more business
activities are happening in private spaces. Additionally, there is less separation
between places for labour and places for leisure. The growth in home work
has altered time constraints and disrupted the work-life balance, which has
a severe impact on employees’ mental health. This chapter’s broad literature
review focuses on the main areas of study concerning the state of work-
life balance and employee wellbeing. The study examines a number of work-
life balance-related difficulties as well as the most severe effects of the new
career opportunities brought about by the epidemic.
Keywords: Work life Balance,Well-Being, Covid-19, Employee, life satisfaction,
Epidemic.
INTRODUCTION
The Notion of Work-life Balance and Historical Background
In today’s digital age, it might be challenging to define work-life

balance. However, the phrase has been interpreted as examining how
employees manage their time both at and away from the office. It
concerns people’s capacity to fulfil their obligations to their families,
their jobs, and other non-work-related commitments, duties, and
activities (Delecta, 2011). The idea of work-life balance includes the
capacity to work professionally while still finding the time and energy
to pursue personal interests. It also includes an equal distribution
of time between work and personal life. Men and women struggle
with finding a work-life balance at different stages of their lives and
across a wide range of occupations (Darcy, McCarthy, Hill, & Grady,
2012). Managing multiple job roles and personal life Part of the issue
with work-life balance, over the years, a number of workplace work-
life balance programmes have been established with the purpose of
enhancing employee balance (Perrone, Wright, & Jackson, 2009).
Kirchmeyer (2000) explores the concept of work-life balance from
two angles, including inputs and outputs and individual efforts and
resources, such as time, energy, and dedication, which must be applied
as inputs to each function. Both work and home must receive an equal
amount of time, attention, engagement, or effort in order to preserve
a sense of balance. Additionally, according to studies, finding the
optimum work-life balance is highly challenging for all employees, and
families of employees as well as businesses depend on their capacity to
successfully balance work, home obligations, and leisure time (Lonska,
Mietule, & Paegle et al., 2021).
Likewise, Reiter (2007), explains that work-life balance can
be accomplished when a person is satisfied with his or her level of
functioning in all areas of life. Similarly, researchers from this domain
explains work-life balance does not equate completing obligations related
to one’s multiple roles. Everyone does not understand wellbeing in the
same manner and there are many overlapping wellbeing discourses
with organizations and among academic researchers are dynamic and
change across time and geography (Lyonette, Payne, & Wood, 2007;
Lewis, Anderson & Wood et.al., 2016a & b). Moreover, employers, in
Decoding Prism of Employee Well-Being and Work-Life Balance During Pandemic 63
particular, continue to view those who prioritize work over everything

else and have fewer non-work activities as ideal employees (Dumas &
Sanchez-Burks, 2015). As a result, critical management researchers
have described wellbeing as “an endlessly unfinished process of self-
discovery”, in which people’s modern-day identities are created by their
desire and inability to strike a balance between work and non-work
responsibilities (Bloom, 2016).
The Concept of Well-Being
Many diverse concepts are centred on the well-being of the individual.

Without defining these “items,” the term “wellbeing” refers to a person’s
subjective appraisal of how well their life is going and whether they
are receiving what they want out of it. There are two main ways to
define happiness (Ryan & Deci, 2001). The first strategy emphasizes
an individual’s emotional and cognitive evaluation of their own life
and referred to as hedonic well-being (HWB), mainly characterized
by a large number of positive feelings, (ii) a small number of negative
feelings, and (iii) a general sense of contentment with life. On the other
hand, the second approach is eudaimonic wellbeing, which is attained
through giving life meaning and purpose, and the entire paradigm is
known as subjective wellbeing (Dienier, 1984). Similarly, eudaimonia,
a Greek phrase that implies happiness, welfare, or the “good life,” was
used to describe wellbeing in positive psychology. It’s a contemplation
on what matters most in life, or what contributes the most to a happy
and fulfilling life. As a result, positive psychologists think that living
a joyful, engaged, and purposeful life is essential to experiencing “the
good life” (Seligman, Ernst & Linkins, 2009).
Some scholars relate the accounts of happiness with optimism
(the belief that one will have more happy than negative experiences
in life because optimism is linked to higher levels of contentment
and happiness, as well as lower levels of sadness and stress, a
lower risk of health problems, and a faster recovery from sickness.
Even after controlling for a variety of demographic and psychological
characteristics, several of this research suggest that optimism predicts
better health outcomes in the long run (Su, Tay, & Diener, 2014; Boehm
& Kubzansky, 2012; Boehm, Peterson, Kivimaki, & Kubzansky, 2011;
Diener, Wirtz et al., 2010; Carver & Scheier, 2003).
Pandemic and Work Life Balance of Employees
Covid-19 has made a great impact in everyone’s life globally.

Pandemic days were the most crucial point of the time for everyone,
especially it effected the life of Employees. Due to which the word Work-
Life Balance seems to be lost almost. As a result, the current study
suggests that proactive work behaviour could be another important
tool for combating the detrimental effects of pandemics. There are a
few empirical traces that point to the crucial role of proactive behaviour
in affecting and interacting work-life balance and its relationship with
various elements (Lau et al., 2018).
Moreover, the workplaces have been changing for a long time, and
global events like as the COVID-19 pandemic have accelerated these
changes. It is visible that this pandemic has disrupted traditional
official and non-official work patterns, making it harder for employees
around the world to maintain a healthy work-life balance (Ratten, 2020;
Anwer, 2020; Smithikrai & Todet, 2018). Few researchers found that
immediate supervisor facilitation, support, and acknowledgment are
crucial in improving individual behaviours and outcomes (Gordon et
al., 2019; Aydin & Tuzun, 2019; Sangakala et al., 2016). Based on these
findings, we believe that supervisor support will become increasingly
more important in addressing employee concerns, particularly in
balancing work-life issues during COVID-19. Support at work is said
to be important in the past. Due to the Pandemic, the majority of the
global workforce was forced to work from home, which appears to
have impacted the work-life balance. This made life difficult for both
teaching and non-teaching staff workers, especially in academia. As
a result, organisational scientists confront difficulties in discovering
solutions to these problems (Hutchins & Wang, 2008; Waizenegger et
al., 2020; Hall et al., 2020).
Work-life Balance and Wellbeing of Employees during the
Pandemic
According to Anderson and Kelleher (2020) during pandemic, the

employee was able to work from home without fail, and both the company
and the employees should be receptive of such working arrangements.
Some studies carried out globally reveal that the majority of people did
not improve their work-life balance during the emergency situation,
even though they were allowed to spend more time with their families
and had to spend longer getting to work. Because they spent more time
in webinars and meetings during the COVID-19 emergency situation,
most people reported feeling more pressured. Additionally, they lacked
“colleague chit-chat.” Because it overlapped so frequently, many found
it challenging to discern between family and work time.
Furthermore, the situation was exacerbated by the uncertainty

regarding work and the future. While women already did the majority
of unpaid family care work before the COVID-19 outbreak, new
research shows that as a result of the crisis, this burden has increased
dramatically. The negative consequences for women and families are
projected to last for many years. Without the (often undetected) labour
given by the care economy, the “economy” as we know it would not be
able to function: daily living, cooking, child rearing, and so on (Power,
2020; Ramakrishnan, 2020a & b).
It has been demonstrated that wellbeing has a positive effect on
employee well-being, a productive work environment, job engagement,
and turnover intentions (Russo, Shteigman & Carmeli, 2016;
Jaharuddin & Zainol, 2019). Additionally, research demonstrates
that flexible employment options like remote work promote striking a
balance between personal and professional life and enable wellbeing to
be maintained (Chung & Lippe, 2020). Many employees’ daily schedules
have changed significantly as a result of the rise in remote work and the
decrease in social mobility. Research has also found that maintaining
wellbeing when working remotely is one of the hardest elements. Indeed,
research reveals that employees’ wellbeing is considerably disrupted
when they operate remotely (Felstead & Henseke, 2017; Muralidhar et
al., 2020; Palumbo, 2020).
A number of studies have indicated that when employees work
from home as an alternate work arrangement, their psychological and
mental health suffers significantly. This, according to Limbers et al.,
(2020), is attributable to parenting stress and maternal social ties
for working moms who do not engage in vigorous physical activity.
Work from home was once thought to increase workers’ well-being by
allowing them the freedom to complete their tasks during productive
hours (Nure, Bazini, & Madani, 2020). However, Anwar et al.,
(2021) demonstrate that working from home deprives individuals of
opportunities for advancement and communication with co-workers,
both of which might contribute to their psychological well-being. It
was then mentioned that technostress has emerged as a new sickness
as a result of excessive workloads for persons at home, which force
them to work more conscientiously and for longer periods of time,
resulting in a direct invasion of technology into their personal lives
(Molino et. al., 2020). Work from home also promotes sleep deprivation
and disturbs sleep schedules due to screen exposure. This piece of
literature demonstrates how a person’s well-being can be impacted if
he or she struggles to balance job and personal life (Prochazka, Scheel,
Pirozek, & Maran et. al., 2020).
METHODOLOGY
The present chapter is based on secondary data retrieved from
various databases to conduct a thorough evaluation of the literature
viz. PSYCHENET, Google Scholar, Research Gate, Academia, PHD
Abstracts on Internet. The studies that match the topic have been
chosen, while the studies that do not match the topic have been
excluded. As a result, the review has been finished. My research goal
is to learn more about the state of work life balance and well-being of
employees during the covid-19 pandemic. Which does indicate that
there both Positive and Negative impact of Covid-19 in both Work-Life
Balance and Well-being of Employees.

As a result of COVID-19, an infectious disease brought on by severe
acute respiratory syndrome, the globe has moved toward remote work
and working from home whenever possible, according to a thorough
study of the literature. Research conducted through various studies
has discovered a number of factors that affect work and family
balance. The following are the findings of a study on work-life balance
and employee well-being during the COVID-19 lockdown, including the
impact of long working hours, family and work time overlap, fear of
employment stability, job flexibility, social isolation, sleep deprivation,
and the support offered by the organization. A significant rise in the
number of persons searching for boredom, unhappiness, loneliness,
and worry after the lockdown on social media implies that the first few
weeks of the lockdown had a negative impact on people’s mental health
(Brodeur, Clark, Fleche, & Powdthavee, 2021).
The analysis of literature suggests that proactive workplace behaviour
may be a key weapon in the fight against pandemics’ negative impacts.
Work-life initiatives have the power to significantly increase employee
morale, reduce absenteeism, and maintain organizational expertise—
particularly during trying economic times. It is the responsibility of
the human resource professional to understand the value of work-life
balance and support work-life initiatives in today’s global marketplace,
where firms are striving to cut costs. Work-life balance and well-
being initiatives are advantageous to both businesses and employees,
whether they be for employees whose friends or relatives are deployed,
single mothers trying to raise children while working, or Generation
X and Y employees who value their personal lives. Support should be
provided and new ways to expand repertoire of inclusive behaviors by
incorporating some new practices should be searched to help those

employees struggling with lockdown. Therefore, the attention should be
drawn towards providing the counselling and intervention techniques
to reduce the negative influences of pandemic and restore the sense of
balance in life as well as in work domain at broader level.
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9
Socio-Psychological Factors Hampering
Work Life Balance
Deepika Negi
ABSTRACT
We work to live not live to work. The main purpose of life is to attain all
comfort and entities to make life happy and get life satisfaction for which an
individual spends eight hours a day at work place and with family and friends.
In today’s highly competitive environment people are spending more and
more time at their office and exploring innovative technologies, adapting new
challenges. Spending quality time with family, friends, relatives can reduce high
work pressure, give relaxation and help to refocus and better performance
in their job, for this it becomes necessary to balance work life. Work life
balance is prioritizing the things as per importance of demands at work and
life preferences. Work life balance has great impact on one’s life perspectives.
But on the other hand, there are few factors which influence work and
work life balance of an employee. This chapter is intended to sensitize one
and all towards socio-psychological factors hampering work life balance.
This chapter has endeavoured to highlight that family implications, poor
resiliency, poor adjustment with working organization, poor organizational
management; all have a pivotal role to play in distorting the work life
balance. Simultaneously, psychological aspects of individual such as personal
implications associated with low achievement orientation, poor coping
skills and required competences, low self-esteem poor decision making are
Socio-Psychological Factors Hampering Work Life Balance 71
negatively affecting work life balance. This chapter also deals with the role of
Emotional Intelligence and personality traits that affect the work life balance
on a macro level.
Keywords: Work life Balance, Social factor, Psychological Factor, Employee
performance, life satisfaction.
INTRODUCTION
It is imperative that one should have life satisfaction. Getting
satisfaction is actual aim of life, but the question is “did we
achieve our aim of life”? In today’s world, everyone is engrossed in
hectic business activities. All of them are teeming with competing
responsibilities and obligations. In today’s fast-paced world,
maintaining a balanced life is becoming increasingly crucial for
the subjective, emotional, career, social, and spiritual well-being of an
individual. Every individual strives hard to achieve all these aspects of
well-being into his/her organizational and business setting. We work
to get money, to become a part of our communities and contribute to
them, we work to learn new things in order to become more skillful
and so on. There are various personal and social drives at work which
force us to be working in the manner in which we work. We work
in different organizations and amidst different preferences. It is often
seen that mostly an employee spends a major part of his day at his
working place. Contrarily if seen from a micro plane the personal life
of the individual is equally important. It can therefore be said that
maintaining a work life balance is important when it comes to the
overall being of an individual.
The term “work/life balance” was coined in 1986, but its use in
ordinary English was intermittent for a couple of years. Further,
the Work/life balance programmes have been around since the 1930s
and the W.K. Kellogg Company introduced four six-hour shifts to
replace the conventional three daily eight-hour hours before World War
II, and the new shifts enhanced staff morale and efficiency. People were
overworked in the late stages of the Industrial Revolution. The average
worker in the United Kingdom worked 14-16 hours each day, six days
per week. These long hours had social and health costs, especially for
young people who were also working. It was the Labour reforms which
drew the administrations attention to this menace; as a result, the
United Kingdom agreed to cut down the working hours of women as
well as children. In American society, it is harmless to say that almost
everyone is seeking work/life balance. Among men and women alike,
the exasperating search for work/life balance is a frequent topic of

conversation as well as debate. Balancing work and life in an orderly
manner is what narrows down to the idea of work life balance. Work
life balance today is an imperative call especially when it comes to
deconstructing our existing organizational scenario (Lockwood, 2003).
Furthermore, work-life balance is a state of equilibrium in which
a person’s professional and personal demands are equal. Employees
of a company practice work-life balance to assist them balance
their personal and professional lives. It assists in reducing stress by
completing work based on priorities and maintaining a balance by
devoting time to self, family, and special occasions, as well as building
a professional preference. There are no autonomous components of
life; everything is circumscribed by a plethora of experiences and
variables. These variables and experiences have both positive and bad
consequences in various facets of life.
Likewise, there are some socio-psychological factors that have
positive and negative effects on the work performance and work life
balance both. A strong social network can help people feel more involved
on various aspects of life. Employees in an organization with supportive
managers, timing flexibility, accommodative policies, healthy resiliency;
all have a tendency towards healthy work life balance. Further, it has
been found as per studies that if a person is having healthy lifestyle
and psychological wellbeing, they are high in self-confidence and more
determined in their outlook. Also, they are more likely to have a good
and sustained work life balance. But on the contrary, if a person is
lacking as far as these positive factors are concerned, it is observed
that such people will incontestably tend to have poor work life balance.
In this chapter pioneer has been made attempt to get sensitization
towards the socio-psychological factors that has negative impact on
work performance of an employee and creating profound barrier to
establish better work life balance.
WORK LIFE BALANCE, WORK ENVIRONMENT AND HEALTH

Maintaining a healthy work-life balance is essential for a successful
organization. Finding a balance between work and personal obligations
is referred to as work-life balance. It comprises creating a flexible work/
life balance that supports mental health, including applying cognitive
skills to manage family-organizational stress, flexible working hours,
working from home, leave arrangements, handling family requirements,
resolving disagreements, elder and child care, etc. In their widely
acclaimed book, Work and Family—Allies or Enemies, Friedman and

Greenhaus (2000) asserted that two pioneers in work-life balance give
new information to help us comprehend the decisions we make as
individuals and employers around work and family.
The bar has been raised significantly by the quick pace of life and
the paradoxical roles that each person plays. Even a healthy person
cannot succeed in all areas, and the majority of people are suffering
from the effects of a work-life imbalance. This mismatch results in
a lack of happiness with life and work, higher stress levels, and bad
health. According to True Careers survey (2002) on work-life balance,
70% of more than 1,500 respondents claimed they didn’t have a good
balance between their personal and professional lives. Keeping a
healthy work-life balance lowers workplace stress. Work-life balance
is influenced by a number of things, both positively and adversely.
Descriptions are as follows:
SOCIO-PSYCHOLOGICAL FACTORS AFFECTING WORK LIFE BALANCE

There are many facets which tend to influence work balance.
Employee’s individuality, family aspects, work with organization,
social environment determines work balance. In the process of
working in an organization, employees deal with diverse activities
and learn and explore advanced technologies. It is a general fact that
socio-psychological factors have frolicked a vital role in the work
performance of employees and organizational production. In fact,
the social development of an individual drives with the cognitive
development. Simultaneously, social development and cognitive
development influence each other. Social interaction, relationship
with family, interaction with co-workers that necessarily occurs in
the workplace leads to productivity.
Vygotsky (1978), primarily explains that socialization affects the
learning process in an individual. He believes community plays a
central role in the process of “making meaning.” He believed that social
interaction has vital role in cognitive development. Social interaction can
lead to adaption of methods that may result in gaining more knowledge
and proliferate the skills of employees. It can also reduce work stress
and help to overcome difficulties of any magnitude. Moreover, healthy
relationship with the social environment can enhance the psychological
wellbeing of a person in toto and it may further result in enhancing
one’s self-esteem, develop one’s coping skills and all in all lead to the
formation of a cultured personality. On the other hand, it has been
observed that a person who does not possess a strong bond with the
social environment and have interpersonal conflicts at home or at
workplace are less capable in carrying forth and possessing social and
psychological abilities and skills. They get negatively affected by the
social milieu. Cornelissen (2016), found that low skilled occupations
can largely affect the peer productivity.
Furthermore, in today’s fast-paced world, time management has
become critical. It is quite evident that high demands in the personal
space vis a vis the professional space cause work-family conflicts when
employees are unable to strike a balance. In such circumstances, one
may experience psychological anguish which may further prove to be
a deteriorating element as far as one’s work performance is concerned.
As a result, demands which one experiences in family life and which
also impacts the life balance can be presented as demands related to
workload and time, role expectations in the family, and assistance to be
given to the spouse etc. According to Delecta (2011) many researches
point to the notion that marriage, childbirth, and caring for the elderly
at home, all have an impact on work-life balance.
Fig. 1: Segmentation of socio-psychological factors influencing work-life balance
BACKGROUND
According to some studies, organizational factors that interfere
with work-life balance include strict rules, an excessive workload, a
hostile work environment, time constraints, and a lack of job security.
Similar findings were made by Kumaraswamy, Mokana Muthu Kumar,
and Mohd Faizal et al. (2015), found that organizational support had a
positive and substantial effect on work-life balance in their research. A

stressful job has a bigger influence on work-life balance than a pleasant
one. Employees need a flexible work environment, options for work from
home, senior and child care assistance programmes, suitable health-
related policies, job security, and an enterprise that is committed to
improving work-life balance. Employees indicated increased levels of
management and supervisor support to encourage more initiatives
promoting work-life balance. Work-to-family conflict, family-to-work
conflict, and commitment to the organization were related to intention
to turnover (Smith, 2007).
On the other hand, an employee’s personal life has an impact on
their ability to maintain a healthy work-life balance. Employees that
score higher on the achievement orientation competence, for instance,
are exposed to a standard of excellence and value performance
measurements and feedback. Employees look into ways to improve
their work. they established difficult objectives and took measured
risks. They can also strike a balance between their own ambition and
the demands and objectives of the organization. To assess work-life
balance, it is vital to consider a person’s achievement orientation.
It aids people in achieving their objectives. Some people possess
intellectual talent, and if they can put it to good use toward a specific
objective and are highly motivated and driven, they may succeed to
great success. American Psychologist Henry Murray, (1988) stated
that our personality is a mirror of our behavior and is regulated by
our needs. According to him, everyone has these needs, but each
person has a different level of each need (Mellor, 2017). Therefore,
some people struggle to strike a work-life balance because they are
driven by achievement and have little time for other things. They are
unable to manage with others due to lack of emotional intelligence,
and they do not comprehend the need for a team to operate together.
They lack empathy, belongingness, inspiration, and teamwork, among
other emotional intelligence competencies that balance a strong desire
to succeed.
Emotional intelligence skills are therefore widely valued in
organizations. There are two methods for an organization to gain profit
from emotionally intelligent workers. Managers will have a team that is
eager to work with enthusiasm, and employees will have managers who
are attentive and sensitive to their needs (Johnson & Indvik, 1999).
Emotional intelligence is a crucial concept to research in relation
to performance because organizations need their employees to be
emotionally intelligent in order to provide better customer service, foster
and maintain a lively workplace, and lower employees’ occupational

stress by improving their emotional intelligence. Life in general,
family life, language learning, and academic life all require emotional
intelligence (Ciarochi & Scott, 2006; Brackett, Warner & Bosco, 2005;
Fitness, 2006). (Aki, 2006). Only a few research discovered a manager’s
emotional intelligence was favorably connected with the nature of the
workplace and morale (Brackett, Mayer & Warner, 2004; Farooq, 2004;
Jaeger, 2003; Liff, 2003; Dulewicz, Higgs & Slaski, 2003).
Another remedy is combining achievement orientation with two
other competencies, viz. emotional self-control and stress coping
skills. Connie Zheng, Kia Kashi, Di Fan, (2015) reported significant
correlation between coping strategies and organizational work life
balance. Over the past decade, it has been found that emotional
culture influences employee satisfaction, burnout, teamwork, and
even hard measures such as financial performance and absenteeism.
Numerous empirical research suggests that emotions have a big
impact on how people perform tasks, are creative, are devoted to their
organizations, and make judgments. Positive emotions are linked to
improved performance, quality, and customer service across a variety
of occupations and industries, as well as at various organizational
levels. Bad emotions, such as collective rage, grief, fear, and the like,
on the other hand, frequently result in negative outcomes, such as
poor performance and high turnover, resulting in an unbalanced
work-life. As a result, one of the most serious issues that employees
encounter is stress.
It’s also becoming a growing source of concern for companies. In
the Western world, stress is on the rise. According to recent surveys
conducted by the American Psychological Association in the United
States, about 43% of adults suffer negative health effects as a result of
stress, and 70% of managers believe work-related stress has a negative
impact on their personal lives, affecting their work–life balance.
Furthermore, if we consider the psychological characteristics of the
employer, personality is the most important factor in determining work-
life balance. Rosenman and Friedman, two American cardiologists,
identified two categories of personality based on cardiac problems and
individual behaviours: type A and type B. Type A people are more active,
work-oriented, passionate, and competitive, whereas Type B people
are calm, patient, balanced, and right-minded. It may be claimed that
because type A is more work-oriented, it will have a detrimental impact
on work-life balance (Delecta, 2011).

If one has achieved work life balance by allocating the necessary time
for each component of one’s life and without repeating difficulties in
one area of one’s life in another, one has achieved work-family balance.
Along with employment, life as a whole has a lot of other parts. Those
who have found a balance in these areas are more likely to achieve
life balance. It’s difficult to have a large role at home and at work, and
balancing these two parts might be difficult, but it’s surely doable if
you schedule your office work to stop just in the workplace. Moreover,
each family member may help create moments of unity in the home
and in life; nevertheless, one must look for oneself and remember the
value of the order of things. He should consider what matters most in
life and schedule his time accordingly. On the other hand, one should
be able to enjoy both work and life since a peaceful and healthy mind
is beneficial in that it allows work to be a resource for improving family
life and vice versa.
REFERENCES
Aki, O. (2006). Is emotional intelligence or mental intelligence more important in
language learning?. Journal of Applied Sciences, 6(1), 66-70.
Allen, T. D. (2001). Family-supportive work environments: The role of organizational
perceptions. Journal of vocational behavior, 58(3), 414-435.
Annija, A. (2021). In search of a theoretical framework for factors influencing work and
life balance. Baltic Region, 13(S2), 52-63.
Delecta, P. (2011). Work life balance. International journal of current research, 3(4), 186-
189.
Friedman, S. D., & Greenhaus, J. H. (2000). Work and family--allies or enemies?: what
happens when business professionals confront life choices. Oxford University Press,
USA.
Index, D. (2017). EIU. Free speech under attack. Economists Intelligence Unit.
Karim, M. R. (2015). Factors influencing work-life balance among the civil servants of
Bangladesh with an emphasis on women professionals: A study at the Ministry
of Public Administration. Afro-Asian Journal of Social Science, 6(1), 1-23.
Kumarasamy, M. M., Pangil, F., & Mohd Isa, M. F. (2015). Individual, organizational and
environmental factors affecting work-life balance. Asian Social Science, 11(25),
111-123.
Rao, T. S., & Indla, V. (2010). Work, family or personal life: Why not all three? Indian
journal of psychiatry, 52(4), 295.
Smith, J., & Gardner, D. (2007). Factors affecting employee use of work-life balance
initiatives.
Vanitha, A. (2011). A Study on Work-Life Balance of it Employees through Emotional

Intelligence with Special Reference to Indian Context. Indian Journal of
Management Science ISSN-2231-279X, 1, 107-114.
Xu, X., Mellor, D., & Read, S. J. (2020). Taxonomy of psychogenic needs
(Murray). Encyclopedia of Personality and Individual Differences, 5371-5378.
Zheng, C., Kashi, K., Fan, D., Molineux, J., & Ee, M. S. (2016). Impact of individual
coping strategies and organizational work–life balance programmes on
Australian employee well-being. The International Journal of Human Resource
Management, 27(5), 501-526.
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10
Ethnographic Factors Influencing Consumer
Market Relations
Ritu Verma and Shanta Kumari
ABSTRACT
Ethnography is a qualitative methodology which initially originated from
sociology and anthropology. The data collected over a period of time was
observed and interpreted accordingly. Basically, it is based on the behavior,
belief and interaction of people. It can improve the market strategies through
product targeting, services and brand management. Ethnography is used in
market research to maximize profit because it studies the broader behavior
of human beings. Now a days ethnography is incomplete without internet,
online communication and information technology. The technology is used in
every field for the better result and through it researchers can communicate
with different consumers at different platforms and places at the same time
and are also able to observe their belief, phenomenon and behavior. To know
the behavior of the customers is not an easy task. In today`s technological
era, customers have a lot of alternatives and choices about any product and
service and so with so many alternatives at hand it becomes difficult to make
the right choices while buying a product. Through consumer behavior, the
traders try to know where the customers spend their money. The goods
and services can be produced according to specific preferences, tastes, needs
and wants. If the products and services are not according to the need of the
customers, then it is evident that the buyer refrains to invest on the object.
Buyers invest their money at a certain time and at certain prices where in
return they are bound to get both maximum benefit and utmost satisfaction.
The consumer behavior is driven forward by the factors like personal,
psychological, socio-cultural, Socio-economic, ethnographic and so on. This
paper attempts to decode the ethnographic factors which play a seminal role
in the consumer behavior.
Keywords: Ethnography, Consumer, Behaviour, Technology, Satisfaction
INTRODUCTION
The term ethnography was first time used in the field of nursing and
medicine in 1960. Later in 1990, it was recognized as an interpretive
paradigm between anthropology and sociology. It is not affected by
political influence and has no role in critical ethnography which touches
the inner surface of events in which consciousness is investigated
by knowing the experience culture of others, so as to focus on the
material, political and social empowerment of the underprivileged.
Ethnography is a qualitative approach in which multi-purpose services
are investigated (Brewer, 2000). The credibility and essence of the
investigation should be as per the given procedure of the rules (Street,
1992).
Both ethnography and critical ethnography contributes to research
(Taylor et al., 2007). Ethnography means to understand and know
about human and its process is known as field work (Morse, 1994). The
concept of field work was given by Bronislaw Malinowski in, 1992. He
investigated the observation of fieldwork and participant as a method
of modern ethnography. He also explained that how participants and
consumers think and feel when things happen to them. He added that
means, things, action, events and work should be recorded in such
a way that they can explain the condition of a scientific experiment.
The field work performance is tested by critical ethnography which
provide multi- purpose services like meaning, understanding and
knowledge. On the other hand, ethnography cannot be proved by test.
It is a naturalist explanatory approach and the method is also used
in field of marketing, nursing, social work and education (Denzin &
Lincoln, 2011; Reeves & Hodges, 2008 & Berry, 2011). Further, the
explanatory research helps to understand and uncover its meaning,
issues and investigation done through the logical process which creates
thinking in understanding (Leininger, 1985). In addition, ethnography
of consumer behaviour can be better understood by interacting directly
with people as well as by using other methods (Denzin & Lincoln, 2000).
It is an explanatory analytical method which is used to explain social
Ethnographic Factors Influencing Consumer Market Relations 81
phenomenon (Madison, 2005). On the other hand, it is considered as

a hybrid ethnography that examines the culture within and pushes its
boundaries through a social setting (Polit & Beck, 2004).
Ethnography is a qualitative methodology that originated from
sociology and anthropology in which data is collected over a period of
time which is later on observed and interpreted. Basically, it studies
the behaviour, belief and interaction of people. On the other hand,
it is a social science tool which observes the events of consumers
and summarizes its results. As a tool, it is used in work practice to
maintain and track organizations. Critical ethnography deals with the
ethical principles of the living domain (Atkinson & Hammersely, 1994;
Devault, 2006; Chari & Donner, 2010). In today’s time ethnography is
incomplete without internal, online communication and information
technology. These technologies are used in every field for a better
result. Internet is an important tool of market research. It requires the
use of new technologies through online communication. Researchers
reach different consumers at different places in order to observe
their belief, phenomenon and behaviour. The information technology
in ethnography research can create many issues. In this, symbols
are used instead of the facial expression and body language of the
consumer, despite less control on respondents, authentic data and
consumer identification. Its potential cannot be ignored by discovering
the different methods (Maclaren & Catterall, 2002).
MEANING AND FACTORS AFFECTING CONSUMER BEHAVIOR

Behaviour of consumer is made up of how the consumer’s feelings,
approaches and choices affect buying behaviour. Through consumer
behaviour traders try to know where customers spend their money. The
products and services can be produced according to their preferences,
taste, need and want. If the products and services are not tailored
according to the need of the customers, then buyers will not spend their
money on it. Buyers invest their money at a certain time and prices,
where they are getting the most satisfaction. The consumption of the
items by the consumer depends on the external and internal factors
which ultimately affects their behaviours. Knowing the behavior of
customers is not an easy task. In today`s technological era, customers
have lot of alternatives and choices about any product and service.
It becomes very difficult for them to take the decision of buying. The
customers are influenced by the 4 P’s of marketing mentioned in
Figure 1.
Fig. 1: 4P’s of marketing affecting consumer behaviour

The First P stands for product. Every product has some
characteristics, these features may be due to their color, brand,
design, quality, size, packaging, and quantity, which affects the
purchaser behavior of the consumer. The Second P stands for price.
It also affects customer behaviour. The price of the product depends
on its size, quality, quantity, location, place, discount available on it
and credit policy used for its payment. The Third P stands for place.
It is not necessary that any product and service can be bought only
from shops and show rooms, it can be bought from online platform like
Amazon, Myntra, Flipkart and Meesho etc. And lastly, the Fourth P
stands for promotion. Promotion attracts the consumer to buy product.
The merchants attract the client through telephonic conversation,
advertisement, messages and communication.
When we study human perception and reception through the
ethnographic lens, we see that the behavior of the customer is ruled and
reigned by some pertinent factors which entail internal and external
factors. The behavior of the customer is regulated by internal factors.
There is no contribution of external factors. These internal factors are
factors based on personal and psychological drives.
The personal factors may be regulated by many factors like Life
style, age, business, promotion and economic conditions. Customer`s
taste, preference and fashion change over the age and time. If the
customer is a kid, they will demand toys and if person is young, they
will demand a laptop and smart phone. The behaviour of the customer
affects the business and organization of an individual. For example,
worker will buy the worst quality clothes from a shop while an officer
rank customer will buy expensive quality of good and branded clothes.
Economic situation is one of the major factors among others which
determined the behaviour of buyer. If a customer earns more, he/she
will purchase only branded goods. On the other side, if the customer
income is very less and his/her saving are almost negligible then they
will consume only essential good for the survival.
Fig. 2: The role of ethnographic factors in consumer framework

Life style also regulated the client’s behavior. The life style is
determined by the taste, opinion, activity, fashion and preference of
the people around them. The personality of the buyer is not always the
same. It varies according to the time and place. The behaviour of the
customer is also affected by this factor. Personality is concerned with
customer’s aggregative, dominance and self-confidence.
Psychological factors on the other hand is the second internal factor
which influences consumer behavior. It depends on many factors
such as perception, motivation, beliefs & attitudes. Motivation is what
propels and regulates consumer behaviour. The needs of the different
people are also different. The customer will give more priority to the
item which is needed and will give less value to the item which is less
needed.
It is through the process of perception that the producers try to

know the consumer’s opinion, impression, experience and trust. For
example, when a product is advertised by a famous celebrity consumer
belief in it is a notch higher as he is bound to trust the quality of the
product to be inevitably good. Thus, culturally speaking the Producer
will produce the goods according to the socio-cultural percepts and
needs of the customer. Traders often launch the goods and services
keeping in mind the belief and attitudes of the buyers. Customers have
different concepts about different brands. The brands on which people
have more trust, the producers will produce more products of the same
brand.
On the other hand, the culture also becomes the external agency
to rule the psyche of the individual. It plays an important role in
influencing the behavior of the customer. As the Customer is a part
of a specific society, his desires and needs are often society specific as
the controlling agent here is the culture of a particular society. Sub-
culture, too is an offshoot branch of culture. This means that each
culture is further distributed in its own sub-culture. Nation, region,
caste and geographical places where goods are placed by analyzing the
subculture of the customers.
In the cultural paradigm, the role of social class too plays a heavy
part in any society. People living in each social class have the same
buying habits, conduct, taste and preference. The trader makes his
product and service keeping in minds the activities of all such social
classes. It is determined by education, income and business factors.
The Merchants often construct things keeping in view the family
member, social condition, status and reference groups in mind.
Another ethnographic factor that socially controls the mindset of the
individual and drives forth his choices are based on reference groups
which influence human activities by and large. People besides having
personal choices, sometimes make choices which are interpersonal
as well. Role of family members, neighbors, relatives and co-workers
around him/her also makes the consumer choose what others choose.
The customers mostly purchase that particular brand which usually is
used by the people living around him (Bhalerao, & Deshmukh, 2015).
CONCLUSION
Thus, we witness that discourse is a deciding factor in the market
flow. All people play many roles in their life like parents, siblings and
children etc. and their financial condition also differs. For example, a
woman who is a mother as well as a govt. professor, if she decides to
buy a product her decision will be influenced by both her job and role of
mother. The economic and social status of all the people in the society
is never the same. In every society social status is divided into three
strata like low, middle and high status. In the low strata, people have
very few sources of income. Person spends his limited income on the
necessary items for his/her survival of the family. The middle-income
group is a group neither very high nor very low and so their buying
tendencies are also determined as per their needs. The High-status
group spends more income on luxury goods because their income and
saving are very high. Thus, we see the ethnographic influences are
at play in the whole apparatus of market and marketing where the
commodity is being commodified as per the socio-cultural phenomena
which determines the whole game of consumption in the market.
REFERENCES
Atkinson Paul & Hammersley Mammersey Martyn (1998). Ethnography and participant
observation strategies of qualitative inquiry. Sage Publication, Thousand Oaks, 248-
251.
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the methods used for a critical ethnographic enquiry. Contemporary Nurse, 29(2):
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cultural studies. Critical Methodologies, 11(2): 165-177.
Bhalerao, V. R., & Deshmukh, A. (2015). Green marketing: Greening the 4 Ps of
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introduction. Cultural Dynamics, 22(2): 75
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Edition, Sage Publication, Thousand Oaks.
Devault Marjorie (2006). Introduction: What is institution ethnography? Social Problems,
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Science, 1(2): 10-15.
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Leininger M.M. (1990). Ethno methods: The philosophic and epistemic bases to
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Naidoo Loshini (2012). Ethnography: An introduction to definition and method. InTech
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Politf Denise & Beck Tatana Chery (2004). Nursing research: Principles and method.
Lippincott Williams & Wilkins, Philadelphia.
Reeves Scott., Kuper Ayelet & Hodges David Brain (2008). Qualitative research
Methodologies: Ethnography. British Medical Journal. 337(7668): 512-514.
Street Annette Fay (1992). Inside nursing: A critical ethnography of clinical Nursing practice.
State University of New York Press, Albany.
Taylor B. J., Kermode S., & Roberts K. (2006). Research in nursing and health Care: Evidence
for practice, Southern Cross University, South Melbourne.
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11
Financial Literacy for Crypto-Currencies in
India: A Bibliometric Analysis
Neba Bhalla and Bikram Paul Singh Lehri
ABSTRACT
The chapter offers a review analysis and explores the relation among financial
literacy and crypto-currencies. The results state the publication trends, the
most used key words and the focusing countries with highest investments
and interest in crypto-currencies. 51 documents were fetched from the
Thompson Reuters Web of Science Core collection database with types:
articles, reviews, book review and chapters. With the help of VOS viewer
analysis is conducted by mapping biblo-graphs. The bibliometric mapping is
conducted using co-words, countries and keywords; generating a network
and a niche research gap for the chapter. The results highlight the publication
trend, years and countries where most research and documents are related.
The network analyses the relation between keywords, co-citation, co-
authorship and countries where the research was focused. It states the need
of financial literacy in relation to crypto-currencies in developing countries
like India. The present research puts forth the need for financial literacy with
respect to crypto-currencies as they are touted as the new face of the digital
financial market. The investors and the governments in a developing nation
like India are particularly in need of digitalization of currency in order to
carry out secure money transactions and investments. Today the world is
gravely connected on a digital space. New innovations are setting new trends
and, in this sense, digital currency is the emerging field of research connecting
technology, banks, stock markets, investors, governments and countries.
Keywords: Digitalization, Crypto currency, Bibliometric, Financial literacy
INTRODUCTION AND BACKGROUND

Financial Literacy: A must for Crypto-currencies
Cryptocurrencies first appeared in 2008, but their value just

increased in 2020. A peer-to-peer electronic cash system called
cryptocurrency enables direct internet payments without the involvement
of any banking institutions (Nakamoto, 2020). Cryptocurrencies have
recently taken over the financial markets. Thus, financial knowledge
becomes crucial for investors. For comparison, there are currently $1.7
trillion USD and $1.4 trillion EUR in circulation as digital currencies
(European Central Bank, 2019; U.S. Federal Reserve Board, 2019). If
one is not familiar with cryptocurrency’s key potentialities in terms
of financial literacy, investing in it can be risky. Given the current
trading patterns for digital currency in the financial sector, we can
see that daily crypto trading has overtaken regular foreign exchange
trading by more than 1%. (Bank of International Settlement, 2020).
Financial Literacy
Financial literacy helps teach individuals to understand the basic

financial concept which enables an individual’s thought process
to make effective financial decisions and planning. Lusardi et al.,
(2017) also reinforced that financially literate individuals have better
knowledge about how to generate, spend, invest, and save money.
Therefore, financial literacy makes an individual self-sufficient in
order to attain financial stability. However, most of the people are
juggling to meet their finances and plan their savings and investments
in a better way. Further, Lusardi and Mitchell (2014) have observed
that financially sound people are doing effective financial planning,
properly managing debt, and understanding the time value of money.
Consequently, financial literacy has become an important part of the
financial system because it enables customers, businessmen, and the
poor to acquire knowledge to use the financial products and services.
Financial education empowers consumers by imparting them expert
knowledge in the concerned domain, which helps them to connect and
build trust in the financial set up. It also helps the underprivileged
individuals to become aware of the changing trends and thus be aware
of their finances and savings (Lusardi, 2015).
Financial Literacy for Crypto-Currencies in India: A Bibliometric Analysis 89
Financial Literacy and Crypto-currency
A strong positive association was empirically evaluated in risky

financial assets and financial literacy in the past. It was observed
from the studies that consumers and investors who prefer cashless
payment and instruments tend to be more inclined in occupying more
literacy about it (Lusardi & Mitchell, 2014; Gomes and Haliassos
& Ramdorai, 2020). But in contrast to it, few studies have shown a
negative association of financial literacy and crypto currency (Panos,
Karkkainen & Atkinson, 2020).
According to the Financial Literacy Survey, 2019 of 25,000 people,
Fujiki (2020a) found that average crypto asset owners have higher
financial literacy than average non-owners, subject to investment
experience with traditional risky assets, and that average crypto asset
owners with this investment experience tend to have higher objective
financial literacy than crypto asset owners without that investment
experience. This study did not compare the financial literacy
between cryptocurrency owners with no prior experience investing in
conventionally risky assets versus non-owners with prior experience
investing in cryptocurrencies.
OBJECTIVE OF THE STUDY

The main objective of the present study is to conduct a review
analysis and explores the relation among financial literacy and crypto-
currencies to understand the new digital face in developing countries.
METHODOLOGY
Bibliometric Analysis
Bibliometric analysis is a quantitative method for estimating

the volume and development of literature in new field. It offers a
retrospective approach to previously published scholarly works on a
certain subject. Performance analysis and science mapping are the two
key methodologies that are highlighted for the inquiry. The performance
analysis evaluated the publications’ production in terms of countries,
authors, affiliated institutions, and long-term growth tendencies. The
other relational method, bibliometric or scientific mapping analysis,
looks at the growth of the research field and aids in discovering links
between publications. Co-authorship, co-word, and thematic evolution
studies were performed in addition to this co-citation analysis. Co-
citation analysis uses citations to identify the most well-known
publications and authors in a field of study.
Data Source
The primary data source used in the investigation was the Web
of Science core collection (WoS). one of the most used databases for
scientific citation indexes. Research was done on cryptocurrency and
financial literacy. The popular free bibliometric analysis tool VOSviewer
was then used to analyse and visualise the relationships between
authors, countries, journals, co-citations, and phrases (Visualization
of Similarities). Because it might be hard to spot clusters in maps and
draw themes from them, VOSviewer offers a user-friendly interface
that makes it quick to study these maps. Later, using biblo-mapping,
it was possible to identify the gap and the need for financial literacy
about cryptocurrencies.
FINDINGS
Publication Output and Growth Trend
Fig. 1: Analysis of co-occurrence of keyword

Source: Authors’ Compilation
Figure 1. depicts the pattern of research inclination. We see a shift in
the same from information technology to financial literacy and crypto-
currencies and finally to hedging and investments in gold. The upsurge
in digital currency and the in-depth research took a pace in the year
2020. Earlier the focus was in between IT usage and financial literacy,
which has been shifted towards crypto and its respective investments
by the traders. The figure 1. has 13 items with two major clusters as
shown in the Table 1 as shown below.
Table 1: Link Strength
Items Cluster Link Total Strength

13 2 57 109
Table 2: Keyword and link strength
Keywords Occurrences Total Strength

Bitcoin 5 28
Crypto-currencies 4 26
Financial Literacy 5 24
Banking Adoption 2 17
Blockchain 2 17
Fintecg 2 17
Information Technology 2 17
Intention 2 17
Unified Theory 2 17
Risk 2 11
Gold 2 9
Hedge 2 9
Safe heaven 2 9
Findings shows that out of a total of 49 keywords from 51 documents,

the threshold for a minimum number of occurrences of a keyword was
set to two. Figure 2 depicts the bibliometric mapping of the key word.
The figure has a total of 109 link strength, forming two major clusters of
13 items. The previous research through figure 2 depicts the most used
key word is bit coin (occurrence 5; link strength 28); crypto-currencies
(occurrences 4; link strength 26) and financial literacy (occurrences
5; link strength 24). Further, figure shows a strong association of
financial literacy with bitcoins and crypto-currencies. Table 2 states all
the keywords with associated link strength and occurrences as shown
in Figure 2.
Fig. 2: Bibliographic coupling analysis

Source: Authors’ Compilation
The bibliographic coupling on the basis of countries shown in Table
3 has total link strength of 367; two major clusters and 7 items, that
is, major countries where the research on financial literacy had been
conducted. Major research trends have been seen in Spain (202 link
strength) and Sweden (195 link strength). Figure 3 states the cluster
depth on the basis of link strength of the countries of research.
Table 3: The bibliographic coupling on the basis of countries
Countries Documents Citations Total Link strength
Spain 3 45 202
Sweden 1 8 195
England 1 14 100
France 1 14 100
Greece 1 14 100
People of China 1 1 26
Japan 1 8 11
Fig. 3: Cluster depth on the basis of link strength of the countries of research
Source: Authors’ compilation
DISCUSSION AND CONCLUSION

The present chapter aims to enhance the knowledge base of investors,
governments of developing countries regarding the need of financial
literacy towards the crypto trends taking a lead in many countries
worldwide. The overall bibliometric analysis has been conducted using
VOS viewer. The relational technique applied three major methods;
keyword, countries and trend in years. These methods were conducted
on 51 documents fetched from web of sciences. The overall review on
financial literacy and crypto-currencies states the need for financial
literacy in the developing countries like India. It is observed that so far,
no potent research is conducted in India in the said matter. Moreover,
the keywords occurrences define the need of financial literacy for the
usage of digital currency in the economical frame. Financial education
empowers consumers by giving them knowledge, which in return
helps them to connect and build their trust in the financial system.
It also helps the underprivileged class to access their finances in a
channelized manner.
REFERENCES
Bank of International Settlements (2019). In October 2019, daily trading in all
cryptocurrencies varied between $41.7B and $15 6.3B (source: https://
coinmarketcap.com/charts/),whereas daily trading in global foreign exchange

was approximately $6.6 T in April 2019.
Cobo, M.J., L_opez-Herrera, A.G., Herrera-Viedma, E. and Herrera, F. (2011), “Science
mapping software tools: review, analysis, and cooperative study among tools”,
Journal of the American Society for Information Science and Technology, Vol. 62 No.
7, pp. 1382-1402.
Ding, X. and Yang, Z. (2020), “Knowledge mapping of platform research: a visual
analysis using VOSViewer and CiteSpace”, Electronic Commerce Research. doi:
10.1007/s10660
Fujiki, H. 2020a. “Who Adopts Crypto Assets in Japan? Evidence from the 2019
Financial Literacy Survey.” Journal of the Japanese and International Economies
58:101107.
G_omez-Haro, S., Ferr_on-V_ılchez, V., Torre-Ruiz, J.M.D.L. and Delgado-Ceballos,
J. (2015), “What motivates hotel managers to become ecopreneurs: a case study
on the Spanish tourism sector”, Handbook of Entrepreneurship and Sustainable
Development Research, Edward Elgar Publishing, pp. 258-274.
Gomes, F., Haliassos, M., & Ramadorai, T. (2021). Household finance. Journal of
Economic Literature, 59(3), 919-1000.
Lima, S. (2019), “Bibliometric analysis of scientific production on sharing economy”,
Revista de Gest~ao, Vol. 26 No. 3, pp. 237-255, doi: 10.1108/rege.01.2019.0018.
Lusardi, A., and Mitchell, O. S. (2014), “The economic importance of financial literacy:
Theory and evidence”, Journal of Economic Literature, Vol. 52, No.1, pp.5–44.
Lusardi, A., Michaud, P. C., and Mitchell, O. S. (2017), “Optimal financial knowledge
and wealth inequality”, Journal of Political Economy, Vol. 125, No.2, pp.431–477.
Nakamoto, S. Bitcoin: A Peer-to-Peer Electronic Cash System; Manubot: Montreal, QC,
Canada, (2019). Available online: https://git.dhimmel.com/bitcoin-whitepaper
(accessed on 23 December 2020).
Panos, G. A., T. Karkkainen, and A. Atkinson. 2020.“Financial literacy and attitudes
to cryptocurrencies.” Working Paper Series 2020–26. Glasgow University. doi:
10.2139/ssrn.3482083.
Sinkovics, N. (2016), “Enhancing the foundations for theorising through bibliometric
mapping”,International Marketing Review, Vol. 33 No. 3, pp. 327-350.
vanEck, N.J. and Waltman, L. (2010), “Software survey: vosviewer, a computer
program for bibliometric mapping”, Scientometrics, Vol. 84 No. 2, pp. 523-538.
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12
Current Trends and Psychological Models in
the Marketing World
Shilpy Gupta and Meenakshi Gupta
ABSTRACT
Present chapter focuses on the explanation of consumer behavior. Consumer
behaviour is the study of people, groups, or organizations, as well as all the
actions connected with the acquisition, consumption, and disposal of goods
and services. Moreover, the significance of consumer behaviour is covered in
this chapter. It helps businesses anticipate or foresee how consumers will use
or purchase their goods or services. A variety of elements, including social,
psychological, and others, influence consumer behaviour. Over the past few
months there is a situation of lock down to combat an epidemic that has
spread throughout the world. Consumers were therefore forced to adjust
to a challenging situation. Due to this, current global patterns in consumer
behaviour are frequently the subject of lively conversation and dispute. The
psychological behaviour of people, which is founded on the hierarchy of
demands, has been examined in this article by looking at several theories and
models of consumer behaviour.
Keywords: Global Pandemic, Economic Goods, Market Flow, Commodity,
Consumer Culture
INTRODUCTION
Consumer behavior is comprised of the term consumer and behavior
both. A person who purchases goods and services for personal use is
the consumer of that commodity in the market space. As we see that
the consumer uses products, he or she thus becomes a direct means or
channel to be utilizing such economic goods. An individual’s behaviour
refers to how they act or carry themselves, particularly in front of other
people. Sometimes it is described as anything an organism does that
involves activity, particularly a response to stimuli, or an individual›s
reaction to its surroundings. Thus, consumer behavior is the study
of individuals, groups, organizations, and all behaviours connected
to the acquisition, utilization, and disposal of products and services.
Further, consumer choices are also influenced by consumer behaviour.
This behaviour refers to how a consumer’s feelings, attitudes, and
preferences influence his purchasing decisions. Consumer behaviour
first originated as a separate marketing subfield in the 1940s and 1950s,
but it has since evolved into an interdisciplinary social science that
incorporates concepts from marketing, sociology, social anthropology,
anthropology, ethnography, psychology, and behavioral economics
(Hoyer, MacInnis & Pieters, 2012).
UNDERSTANDING THE CONSUMER PRISM

In contemporary marketing, the idea of consumer behaviour is
important. It aids businesses in anticipating and predicting how
customers will use or purchase their goods or services. The market’s
current activity demonstrates how fierce the competition is and how
eagerly each company is to sell its goods. Therefore, in this situation, it
becomes important for the marketing agents and agency to both fully
comprehend the customer and change or manufacture the products
in accordance with their needs or wants. Understanding the prismatic
flows of the consumer psyche through a detailed examination of such
tendencies can assist managers to supply goods and services in line
with those flows (Solomon et al, 2006; Kotler & Keller, 2006).
On the other hand, understanding the causes of drives (motivations
behind consumer behavior) is essential to appreciating the dynamics of
consumer culture because drives in turn contribute to the development of
market trends, flows, etc. These components include social dimensions,
where one’s social environment or upbringing has a big impact on one’s
decisions. Second, there are cultural influences. The culture of a wider
society, including the role of religion, community, etc., may have an
Current Trends and Psychological Models in the Marketing World 97
impact on consumer behaviour. Additionally, individual psychology,

one of the most important factors influencing one’s behaviour, has a
role to play. How a person chooses to interact with a product or brand
is significantly influenced by their beliefs, attitudes (VALS), personality,
experiences, and other traits. In addition, customer perception is
determined by an individual’s psychology. However, economic issues
play a significant role in explaining consumer behaviour as well. These
days, both the consumer and the marketing agency take socioeconomic
status into account to learn consumer perception or behavior (Wayland
& Cole,1997; Wu, 2003; Madhavan & Kaliyaperumal, 2015).
The figure 1 shows the various factors influencing consumer
behavior.
Fig. 1: Various factors influencing consumer behavior
CURRENT GLOBAL TRENDS AND PSYCHOLOGICAL MODELS IN MARKET FLOWS

Over the previous few month’s countries have had to fully shut
down in order to combat a global pandemic. As a result, customers
have had to adjust to new situation—one of crisis, perplexity, and
the search for the purpose of life. Social constraints have gradually
loosened up. But the coronavirus outbreak significantly affected the
people’s thoughts, feelings, and shopping habits, and these changes
in behaviour pattern will last for several months to come. Therefore,
marketers need to cater the new consumer behavioral dynamics trends
to understand the consumer behavior and manage their businesses.
Some of these trends or behavioral dynamics are explained below:
Increased Health Consciousness among Consumers
The fact that consumers are far more health conscious than before
may not come as a surprise. Hygiene will continue to be at the forefront
of everyone’s thoughts after months of increased hand washing, using
protective masks, and remaining indoors. According to research
a general health-conscious style of life is undoubtedly a significant
current consumer trend. Similarly, according to Foresight Factory
insights, people are concerned about building their resilience so they
won’t need the government or healthcare systems. As a result, they
will adopt new behaviours, such as putting themselves under distance
restrictions and refraining from unhealthy activity. Therefore, catering
the need of health concerns of consumers will help the managers to
attract more customers at their place.
Mental Health and Psychological Consciousness
The coronavirus pandemic has had a negative impact on mental

health around the world due to the stress of worrying about our
physical health and the health of those around us. In fact, the UN
has recommended countries all around the world to offer their
populations mental health care at this time. The consumer is now
psychologically alert due to the crises’ disruption of his physical and
mental consciousness, making it difficult for marketers to entice him.
Therefore, marketers need to learn this dimension carefully while
devising any policy for consumers buying behavior.
The More Concern for Community
Despite the fact that the coronavirus outbreak has been marked by
intense isolation, it has really bonded people from all over the world.
Lockdowns across the country have helped people to become more
unselfish by teaching them to value the people around them. Online
community groups have cropped up all around the world to support
their neighbours, whether it be through the delivery of food and
medicine or through online social engagement. According to Forbes,

these groups are likely to endure for some time.
Virtual Workers and Learners and Fuss Free Online Shopping
People now value the convenience of digital technology, and

many no longer feel the need to be physically there for everything as
a result of the coronavirus outbreak. In fact, according to Accenture
research customers now tend to think, “If I can do it online, I will,”.
This fashion is currently popular in online marketing. In many places
of the world, virtual work and learning will become the new norm. This
is particularly true for contemporary work and learning. Due to this
the demographic of online shoppers, and what people are shopping for
online, is shifting significantly across the globe.
The Lack of Confidence in Online Purchasing and Future Concern

for Financial Security
Even if online shopping is expected to take off, consumers’

confidence in their purchases is still a problem. After months of
enduring a constantly shifting and, “uncertain” scenario, consumers’
purchasing behaviour has undergone a significant transformation.
Consumers are concerned about the future and their finances due
to the fear of a worldwide recession and additional lockdowns. As a
result, people find it difficult to commit to their purchases, particularly
when there is some element of risk. When developing its marketing
tactics, the agency must take this into account.
The Increasing Concern for Nature and Environment
In recent months, consumers have stayed at home and enjoyed

the thriving natural environment surrounding them. The number of
searches for “garden” on Google worldwide increased as countries
continued to enact lockdown measures. People’s awareness of
environmental issues has grown as a result of their proximity to nature
and the way in which it has flourished. They are now revaluating their
connection with consumerism as a result. This is the challenging issue
for marketers to see how they will create such a setting at their business
locations, particularly in the hotel and restaurant businesses.
MODELS OF CONSUMER BEHAVIOR

Models of consumer behaviour are essential for figuring out how,
when, and why the customers will make purchases. A theoretical
framework for describing why and how consumers make purchasing

decisions is known as a consumer behaviour model. Consumer
behaviour models are designed to provide a predictable roadmap of
client choices up until conversion, assisting you in controlling every
phase of the buyer’s journey. Although consumer behaviour models
may seem complex, they are not, they enable businesses to develop a
“buyer behaviour story” that marketer can use to refine and enhance
their client experience. Some important models of consumer behaviour
are Pavlovian Model, Economic Model, Input, Process, Output Model,
Psychological Model, Howarth Sheth Model, Sociological Model, Family
Decision making Model, Engel Blackwell Kollat Model, Industrial
Buying Model and Nicosia Model.
In the Palovian model one is bound to have innate drives that act
like stimuli. These innate drives come in from desires like hunger, pain,
cold, sex etc. The Economic Model is driven by the maximum utility
principle of a commodity. Money is spent here in order to maximize
one’s interest’s and returns. IPOM is the model that is governed by
the agencies effort to market its product for the consumption by the
consumer.
A closer look at the psychological model in particular, it can be
concluded that it is based on the hierarchy of needs theory developed
by renowned psychologist A.H. Maslow. According to the psychological
model, needs can be broken down into psychological, safety and
security, social, ego, and self-actualization requirements. The hierarchy
of needs is the name given to this separation of needs. This paradigm
contends that consumer behaviour is driven by needs, and that these
requirements never go away but rather continue to develop through
time. A consumer behaves in accordance with the demand that is
most pressing at the time; he seeks to first satisfy his fundamental
requirements before moving on to his higher-level needs. This process
continues till he reaches the highest level in the hierarchy of needs.
Our desires are a result of our psychology. These desires are a result of
what is put forth us in a particular manner in order to appropriate our
minds. Hegemony is what plays an important part here.
In the Howarth Sheth model the consumer drive is a complex
drive as it entails not one input mechanism by multiple in the form of
significative stimuli, symbolic stimuli, social stimuli etc. Sociological
model is the model of the society driven actions. Here the stimuli for
the buyer is the social environment of which he/she is a part of. In
the family decision making model how the family interacts closely is
a pertinent marker to understand the flows of buying stimuli in the
family circle. EBKM is the model of information processing, decision
process etc. In the Industrial model we have a complex relationship

between the organization, the organizer and the consumer. Nicosia
Model is a comprehensive model that deals largely with the different
aspects of the buying community.
If we look closely all these models are a result of one’s
psychological perception and reception drives. When looking for
the buyer the marketing strategy involves the keeping together of
the complementarity between the normative and the empirical. We
should not forget the relationship between human behavior and the
human behavioral dynamics; which are two sets of desiring machines
in the market flow.
CONCLUSION
In a nutshell we can say that consumer behavior deals with the
consumer’s emotions, attitudes and preferences that affect his /her
buying behavior. There arise different modern trends in consumer
behavior at different times. The pandemic has also resulted in the same.
The marketers and the market gimmicks need to be deconstructed and
reconstructed altogether in order to make the market flows immune to
such crisis situatedness. This indeed is an existential challenge for the
marketing world.
REFERENCES
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage Learning.
Kotler, P. and Keller, K. (2006) “Marketing Management” (14th edition), London: Pearson
Education
Madhavan, M., & Kaliyaperumal, C. (2015). Consumer buying behavior-an overview
of theory and models. St. Theresa Journal of Humanities and Social Sciences, 1(1),
74-112.
Solomon, M. (2006) “Consumer Behaviour” (3rd edition), New Jersey: Prentice Hall
Szwacka-Mokrzycka, J. (2015). Trends in Consumer Behaviour Changes: Overview of
Concepts. Acta Scientiarum Polonorum. Oeconomia, 14(3), 149-156.).
Wayland, R. E., & Cole, P. M. (1997). Customer connections: new strategies for growth.
Harvard Business Press.
Wu, S. I. (2003). The relationship between consumer characteristics and attitude toward
online shopping. Marketing intelligence & planning.
Websites
https://bbamantra.com/consumer-behaviour-models/
https://blog.hubspot.com/service/consumer-behavior-model
https://www.merriam-webster.com/dictionary/behavior.
https://www.merriam-webster.com/dictionary/consumer.
https://www.freedmaninternational.com/insights/8-current-trends-in-consumer-
behaviour-around-the-world/
https://www.kbmanage.com/concept/consumer-behaviour
https://www.mbaskool.com/business-concepts/marketing-and-strategy-
terms/17636 consumer-behaviour.html
https://www.wikipaedia.com
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13
Reconstructing Work Life Balance
Sargun Kaur and Kiran
ABSTRACT
Research shows that working too much isn’t good for people or businesses,
yet changing bad work habits and creating a more sustainable work-life balance
can be challenging in reality. People have embraced the new way of life as the
traditional way of life is losing ground. due to the constant commotion of
fierce competition within the firm for success and fulfilling the objectives.The
standard of living has decreased. The people and things that really important
to us are getting less and less of our time. The emphasis today is more on
racing around and finishing things quickly than on enjoying life. People who
work in business are increasingly noticing this, especially in urban regions.
Organizations are also working to find solutions to this issue, including offering
employee perks like child care services, using video conferencing to cut down
on travel, and avoiding scheduling work events during school breaks, among
other things. By addressing the problems that arise in maintaining a healthy
work-life balance. Therefore, this chapter is focuses on to discuss the issues
and challenges pertinent to re-establishing the work-life balance.
Keyword: Overworking, Management Strategies, Work-Life Balance, Work
Stress, Organizational Effectiveness.
INTRODUCTION
Work-life balance (WLB) has become more significant in developing
countries in recent years. The most effective distribution of time and
energy between work and other facets of one’s life is referred to as work-
life balance. Work-life balance is frequently replaced by work-family
balance. Work-life balance encompasses a variety of obligations that
an individual undertakes outside of family life, such as community,
recreational, and religious activities, making it a far larger concept
than work-family balance (Frone, 2003). Everyone must find a balance
between these two aspects of their lives. Working longer hours,
exerting more effort, and meeting deadlines in order to satisfy changing
professional requirements have a negative effect on personal time
outside of work, creating an imbalance between work and personal
life (Shah, 2014). A person’s stress levels may increase as a result of
long work hours and demanding deadlines at work, which could lead
to less time spent with family (Guest, 2002). In response to changes in
the labour market and the evolving nature of work, organizations are
now altering their workplaces to match the various requirements of the
workforce.
DETERMINANTS OF WORK-LIFE BALANCE

Work-life balance is influenced by a variety of factors. The following
are the subjects in the literature that are most closely related to work-
life balance:
Individual
The most essential determinant of work–life balance is the individual.

Rosenman and Friedman, two American cardiologists, identified two
categories of personality based on cardiac problems and individual
behaviours: type A and type B. Type A people are more active, work-
oriented, passionate, and competitive, whereas Type B people are calm,
patient, balanced, and right-minded. It may be argued that because
type A is more focused on work, there will be a detrimental impact
on work–life balance. Work holism, on the other hand, is a form of
compulsive behavior that wreaks havoc on work-life balance. When
it comes to work, holism means being addicted to it, staying at a job
for a long time, overworking, and being preoccupied with work even
when not at work. Workaholics suffer from alienation, family troubles,
and certain health issues because life isn’t all about work. Alcoholics
Reconstructing Work Life Balance 105
and workaholics, according to Porter (1996), disregard their families,

friends, relatives, and other social responsibilities.
Family
The demands that one encounters in family life and that have an
impact on life balance include workload and time demands, family
role expectations, and assistance to be given to the spouse. Marriage,
childbirth, and caring for the elderly at home, according to the research,
all have an impact on work-life balance since they require greater
family duties. Those who must care for a child or the elderly may be
compelled to jeopardize their jobs by lowering working hours, which
can be unpleasant. Those without children or elderly relatives at home,
on the other hand, have a less severe work-life balance.
Work and Organization
The work environment is more effective than the family

environment in resolving work-life balance. Both his employment and
the institution in which he works put a strain on his time, effort,
and mental capacity. One of the things managers focus on when
trying to improve organizational efficiency is increasing employee
organizational loyalty.
Social Environment
The social environment is another factor that influences work-life

balance. Individuals, particularly in nations with culturally collectivist
traits, have responsibilities to certain social groupings to which they
belong.
CAUSES OF POOR WORK-LIFE BALANCE

Some causes of poor work-life balance are mentioned as under:
•• Expenses have increased without a pay raise. This was rated
by 1/3 of employees as the most difficult aspect of establishing
a work-life balance.
•• Workplace responsibilities have grown. Additional job
duties were indicated by nearly half of millennials and Gen X
participants as a key cause of poor work-life balance.
•• A greater sense of duty at home. Extra over 40% of
millennials and Gen X respondents claimed that having
more responsibilities at home, such as caring for children or
elderly relatives, made balancing work and personal life more

difficult.
•• Longer working hours. Nearly half of managers (46%) work
more than 40 hours each week, with 40% reporting that their
hours have grown in the last five years.
•• Having a family. More than a quarter of millennials (26%) say
they work more after having a child. After having a child, 50
percent of women and 22 percent of males took a career pause.
A VIRTUOUS WORK-LIFE BALANCE AND WAYS TO MAINTAIN IT

A healthy work-life balance will imply different things to everyone of
us. It’s more important to ensure that you are happy and fulfilled in both
of these aspects of your life than it is to split your time equally between
job and other responsibilities (family, play, friends, entertainment,
etc.). A person can maintain a healthy work-life balance by meeting
deadlines, making time for friends and hobbies, getting enough rest
and eating the right foods, and putting work aside when they are at
home. Further, long hours or high levels of stress can become the norm,
especially if we’ve been doing it for a while or if many of our coworkers
are in a similar situation. Our beliefs and practices towards work could
become ingrained if we don’t occasionally step back.
WAYS TO IMPROVE OR MAINTAIN WORK-LIFE BALANCE

At work, changes aren’t always possible; for example, if someone
has a zero-hours contract, they might not feel comfortable speaking
out or they might need to work a lot of overtime to support their costs.
Recent research suggests that those with the power to alter their
situation should routinely evaluate their work-life balance by doing
the things listed below.
•• Taking Pause to self-analysis: The causes of the current level
of stress should be focused on, as well as how it impacts people’s
personal and professional lives. They should regularly evaluate
both their areas of strength and weakness. Until a major life
event—like the birth of a child or the death of a loved one—
happens, we rarely stop to think about our job. By taking a
moment to reflect on their priorities, one might decide whether
or not their current lifestyle and line of work are healthy.
•• Valuing the feelings and emotions on conscious level:
It’s important to be aware of one’s feelings and emotions. To
solve problems and reach informed conclusions, they need
consciously evaluate their current situation, state of mind,

emotions, and feelings.
•• Setting the priories: A person should decide what are the most
important things for work and leisure. Consider what needs to
be changed. Consider whether working long hours is worth
missing out on family time or sacrificing your social life.
•• Alternatives: An individual should be able to think creatively
and generate several solutions to an issue in order to avoid
conflict and successfully set new work priorities or goal
attainments at the workplace.
•• Make changes in lifestyles: A person should modify their way
of living. They ought to request flexible working hours, make
sure they’ve used all of their vacation time, or refrain from
reading their email on the weekends. To reenergize for work,
they should also plan holidays and go on family outings.
•• Understand the rights at work: Citizens Advice offers advice
on a variety of subjects, including contracts, working hours,
sick leave, and parental leave. For instance, if an employee
needs reasonable accommodations due to a disability (which
can include both mental and physical conditions), the company
may be obligated to comply. Because of this, it’s possible that
the employee’s working hours will change.
•• Manage the work pressure: A worker should communicate
with both their management and employer. In order to counter
these demands, the manager and employer must be aware of
them.
•• Work Smart: Prioritizing is required for this, as is setting aside
a set amount of time for each task. Less productive activities,
such as impromptu meetings, should also be avoided.
•• Define the boundaries of work: Those who work from home
should make an effort to follow a schedule, set up a dedicated
workspace, and shut off the computer when the task is complete.
•• Keeping a regular track of working hours: An employee will
be better able to assess their work-life balance as a result of
this. Hours spent worrying or considering work should also be
considered; they are a solid indicator of stress related to the job.
If possible, discuss work-life balance with the management and
your co-workers. A method has a higher chance of success the
more obvious it is.
•• The role of management: Workplace and the employer both
plays an important roleto achieve work-life harmony. They
should promote an open atmosphere so that people may speak

out if they are under too much stress. Managers ought to receive
training on how to spot stress and an unbalanced work-life.
By providing flexible and remote working choices, they should
encourage breaks, whether they occur during the workday or
through the usage of yearly leave. Encourage stress-relieving
activities like relaxation courses or exercise around lunchtime,
and find out what your staff believes will help them strike a
better work-life balance.
•• Review workload periodically: Regular workload reviews are
necessary to make sure that it is manageable. Volunteering time
should also be taken, and parental and caregiving help should
be improved to prevent parental resignation.
•• Approaching Professional counsellors: Every person/worker
should seek out counselling and support services when they
require assistance in managing stress or maintaining work-life
balance.
CONCLUSION AND CONSIDERATIONS

Work-life balance requires effort from both the employee and the
employer. Employers may increase productivity, lower absenteeism, and
create a happier, less stressed workforce by implementing appropriate
workplace procedures to help workers achieve a better work-life balance.
Some workers have the right to request flexible work arrangements.
Due to demographic trends including an ageing population and
reduced family sizes, employees will be increasingly likely to request
flexible working arrangements. Introducing regulations that promote
a healthier work/life balance for employees can significantly affect an
organization’s effectiveness. Rules governing work-life balance and
flexible scheduling will also help you build a better reputation as an
employer.
This may result in better working relationships, more devoted,
loyal, and motivated staff members. However, an individual must
acknowledge that there is no ideal work-life balance. Instead of aiming
for the ideal timetable, make a realistic one. The health of an individual
should come first. If a job is stressful, one should seek counselling
assistance or quit if it is impossible to manage. Employees should
take vacations, spend time with loved ones, and set limits on their
work hours in order to replenish their mental and physical vitality.
Employers and employees can both contribute to the maintenance of
work-life balance by using these tactics.
REFERENCES
Frone, M. R. (2003). Work-family balance. In J. C. Quick & L. E. Tetrick (Eds.), Handbook
of occupational health psychology (pp. 162–143). American Psychological
Association. https://doi.org/10.1037/10474-007.
Gautam, A. & Khurana, C. (2017). Emotional Intelligence: The essential ingredients
to employees’ professional success. Vidya International Journal of Management
Research, Vol. 5, No. 1, pp. 78-88.
Guest, D. E. (2002). Perspectives on the study of work-life balance. Social Science
Information, 41(2), 255-279.
Kumari, L. (2012). Employees’ Perception On Work Life Balance And It’s Relation
WithJob Satisfaction In Indian Public Sector Banks. IJEMR, Vol: 2, Issue: 2, pp.
1-13.
Madipelli, S., Sarma, V. &Chinnappaiah, Y. (2013). Factors Causing Work Life
Imbalance among WorkingWomen-A Study on School Teachers. The Indian
Journal of Industrial Relations, 48(4): 612-633
Porter, G. (1996). Organizational impact of workaholism: suggestions for researching
the negative outcomes of excessive work. Journal of occupational health
psychology, 1(1), 70.
Shah, S. S. (2014). The role of work-family enrichment in work-life balance & career success:
a comparison of German & Indian managers (Doctoral dissertation, München,
Ludwig-Maximilians-Universität, Diss., 2014).
Yadav, R. K., & Dabhade, N. (2013). Work Life Balance And Job Satisfaction AmongThe
Working Women Of Banking And Education Sector – A Comparative Study.
International Journal of Advancement in Education and Social Sciences, 1(2), 17-30.
Websites
https://www.betterup.com/blog/work-life-balance
https://www.mentalhealth.org.uk/a-to-z/w/work-life-balance
rrr
14
The Relevance of Indian Ethos and Ethical
Values in Maintaining Worklife Balance
Sandeep Kaur and Yashpal Azad
ABSTRACT
Indian ethos helps in development of unique work culture. Indian ethos
consider work as worship (Sadhna) and there is no difference between
Work (Karma) and religion (Dharma). In this regard the term Dharma does
not indicate any particular religion rather it was considered as duty to be
performed in a given situation and therefore can be attained by Karma only.
Therefore, there is a requirement of encoding proper knowledge in human
values and the role played by ethos and ethical values in maintaining work
life balance, self-motivation, self-management, teamwork, and team spirit are
needed in the knowledge economy to obtain a double benefit of personal
and organizational development. Therefore, the objective of this article
is to provide the overview of ethical values cited in Indian ethos that can
enhance organizational effectiveness and are helpful for maintaining work life
balance.The information cited is on the basis of secondary data from different
databases that include research papers, review papers, articles, PhD abstracts,
case studies etc. The inclusion and exclusion criteria for selecting papers for
review was the exact theme of paper. The review of literature has highlighted
various ethical and moral values cited in Indian ethos that contributes to
maintain work life balance and maintain organizational effectiveness if
The Relevance of Indian Ethos and Ethical Values in Maintaining Worklife Balance 111
implemented with proper planning and organizational policy formulation as

the code of conduct in organizations.
Keywords: Ethical Values, Work life Balance, Development, Personality,
Cultural Impact
INTRODUCTION
Values of Indian Ethos and Work Management
Ethos is defined by Cambridge Advanced Learner’s Dictionary

as “the set of beliefs, ideas, etc. surrounding social behaviour and
relationships of a person or group,” and by Oxford Advanced Learner’s
Dictionary as “the moral ideas and attitudes that belong to a particular
group.” “Society or a group of people. Indian Ethos revolves around
the concept of “national ethos.” Formally, the body of knowledge
whose solutions are derived from India’s large and diverse resources.
The Indian ethos in management defined the principles and practices
that India’s culture might bring to an organization’s situation. These
beliefs and practices have been impacted by diverse strands of Indian
philosophy and old wisdom brought forth by our holy or sacred writings,
such as the ‘Gita,’ ‘Upanishads,’ ‘Bible,’ and ‘Kuran.’
The Indian scriptures contain a wealth of psychological information
about human behaviour. Management is a behavioral science that
requires cultural adaptation. Human behaviour is the most significant
factor in every society or organization. If we want to have a successful
corporate career in the twenty-first century, we must focus on our
behaviour. Human behaviour is influenced by their culture, which
determines their personality. At present, every individual faces a number
of challenge while working in corporate and we they have to manage
stress, conflict, confusion, weakness, work pressure, teamwork and
many more things. In this regard, Indian ethos, teaches that ethics and
values are really helpful to manage all these aspects of an individual in
corporate/workplace setting.
Further, Indian ethos helps individual to overcome the obstacles
and challenges while working in the corporate world, such as stress,
conflict, confusion, weakness, job pressure, teamwork, and so on. The
individuals who incorporate the values taught by Indian ethos in their
life, they will experience real satisfaction and success in corporate as
well as in personal life. Today, there are movements infusing spiritual
and ethical values into business, as profit is no longer the only bottom
line, giving place to a “triple bottom line,” a dedication to “people,
planet, and profit”. Thus, as it attempts to redefine balancing values
for oneself, society, humanity, and the globe, the search for workplace
spirituality has an underlying ethical element (Rozuel & Kakabadse,
2010).
People are complicated beings influenced by opposing influences
and may lack a sense of direction; as a result, they may adhere to
a distinct moral code at work, just as leaders do, with an existence
that extends beyond their relationships and circumstances (Rozuel &
Kakabadse, 2010). Max Weber (1904-1905), a scholar from the early
twentieth century, is often credited with developing the concept of work
ethic. Contributing to capitalism’s development in western culture with
what became known as the Protestant work ethic (Hill & Petty Chusmir
& Koberg, 1988; Kalberg, 1996).
Leadership and ethics have a synergistic link in spirituality
from this perspective, as ethics is important to leadership, which
ensures ethics (Meng, 2016). Even when employees disagree with
their decisions, leaders’ actions establish the ethical nature of firms.
Leaders’ spiritual inclinations aid them in making ethical decisions.
The spirit undoubtedly plays a significant role in influencing people’s
and leaders’ ethical conduct, not to mention the future difficulties that
humanity will confront.
Indian Ethos Contributes to the Establishment of a Unique

Work Culture
Labor is regarded as a responsibility or Sadhana, and there is

no distinction between Karma (work) and Dharma (righteousness)
(religion). The term Dharma does not refer to a specific religion. Dharma
is a duty that must be carried out in a specific situation. Indian Ethos
in Management is a system of ethics (moral philosophy). Management
is a psychological process. It must be culturally specific as well as
scientific. The Indian culture serves as the foundation for asset as a
country with deep cultural roots. Indian ethos focuses on the several
aspects to develop as work culture i.e., an individual should consider
all work is an opportunity to do good in the world while also gaining
material and spiritual benefits- Atmano Mokshartham, Jagat hitaya
cha, don’t worship only with material things, but also with your words
demonstrating their reverence for the ambitious divine inside- Archet
dana manabhyam. The great source of strength and inspiration for
excelling at work is prayer, spiritual readings, and selfless work which
connect an individual with the divine, god within- Atmana Vindyate
Viryam, an individual must work in a calm and conscientious manner
to accomplishes the most out of his intellect- Yogah karmashu yogah
karmashu yogah karmashu yogah Kaushalam, Samatvam yoga uchyate.

Indian ethos further teaches that if we think about the success so we
gain it, therefore our thinking should be positive in all circumstances-
Yadishi bhavana yasya siddhi bhavati tadrishi (Barman, 2011).
According to Indian ethos an individual can gain success if
he develops mutual respect and feelings of truthfulness, purity,
compassion, forgiveness, self-satisfaction, simplicity, equality, control
of sense organs. At present every individual is confronted with several
issues relating to their personal lives, societal issues, and national
issues, all of which are intertwined. In today’s competitive society,
everyone carries a heavy burden of ambitions, which includes worry,
stress, jealously, hatred, lust, and greed, all of which lead to a terrible
life. Because ethics prescribe what is considered appropriate behaviour
and what is not seen as right to do in living one’s life, business ethics
have gained prominence in managerial competence and responsibility
in the wake of major corporate failures and economic scandals around
the world (Sen, 1999; Rizk, 2008).
Relationship Between Ethos, Ethical Values and Work

Management
The fabric of Indian thinking is woven with threads of many colors

and textures; soaring idealism and harsh realism can both be found
here, and intellectualism, ascetism, otherworldliness, pragmatism,
and realism are all present at the same time. Over centuries of
turbulence and tumult, the Indian ethos has maintained its basic
universal human values and majesty, primarily because it has stayed
resilient; its stream of culture and ideas has flowed freely, despite
numerous hurdles, renewing everyone who come into contact with it.
Various races, people speaking various dialects, and people following
various religions have all made India their home and contributed to
the formation of the Indian ethos. Twenty-two official languages are
presently recognized under India’s Constitution. Our broad cultural
and religious background is one of our greatest assets.
The first three should be enjoyed in moderation; if one is followed to
the exclusion of others, life becomes unbalanced. Material success must
be balanced with cultural advancement and ethical considerations. If
wealth is the only goal, it will lead to a life that is empty. Wealth is
necessary for human survival, but it should never be the sole goal.
Nachiketa, the young seeker in the Kathopanishada, who was driven
by an insatiable desire to find answers to his fundamental problems,
realised that money, Na vittena tarpaniyo manushyo, would never
satisfy him.
THE INDIAN ETHOS LAID DOWN THE BASIC PRINCIPLES FOR WORK
MANAGEMENT
Indian ethos for management inculcates the application of the
principles of management cited in our ancient and sacred texts on
the basis of ethics and morality (Gita, Upanishads, Bible, Quran,
Gurugranth Sahib etc.) Indian ethos suggests management principles
on cultural and religious base (Hinduism, Buddhism, Sikhism, Islam),
these ancient texts and religion has a store of vast ideas which are
applicable to modern world of management even today. Some of the
principles are given below:
•• Each soul is a potential God: Every individual should consider
themselves as a being with the spirit, that they have enormous
potential, energy, and talents.
•• Holistic Approach: Indian ethos stress to follow a holistic
approach that indicate the unity between perfection for
knowledge, wisdom and power. It is based on the spiritual
concept of unity, oneness and non-dual concept for achieving
organizational goals.
•• Equal importance to subjectivity vs Objectivity: Indian ethos
further teaches that the importance of both subtle, intangible
subjects and gross, tangible objects is equal. It is necessary
to awaken one’s third eye (Jnana Chaksu), the wisdom, vision,
and insight as well as foresight to gain true knowledge because
the power of inner resources is far greater than the strength
of external resources. Inner resources are divine virtues and
capital.
•• Karma Yoga (selfless work): it has two benefits: a private
benefit in the form of self-improvement and a public benefit in
the form of self-improvement. Purification and public benefit are
two things that come to mind while thinking about purification.
•• Self-Motivation and development: the mantra to sucees is
“Yogah Karmasu Kaushalam” which means every individual
can gain workplace excellence through self-motivation and self-
development in a devotional and distant manner.
•• Co-operation and collaboration: these are the powerful tool
for teamwork and success in any enterprise that requires group
effort and lower the conflict levels to enhance organizational
effectiveness.
•• Taking a Step Back (for a While): Never make a decision in
hurry, speak a word, or take action with taking a step back.
Taking a step back from a problem allows you to have control

and mastery over it which means analysing your startegies to
achive goal.
•• Meditation for Self-Dynamics: A dynamic meditation is a
meditation that focuses on change. Transforming meditation is
defined as the transformation of lower consciousness into higher
consciousness. One can achieve a higher level of consciousness
by meditating in a tranquil and serene mind. which provides
help in the form of intuitions to solve a wide range of issues.
•• Use of Intuition: Intuition is the process off arriving at direct
knowledge or certainty. without the use of logic or inference
When completely realised, it is immediate cognition by the inner
intellect.
•• Interiorising Management: Self-management or aware
management. When the soul is in charge of the human being’s
other four members, namely the body, mind, and spirit. The
tension that exists between the intellect and the emotions can
be resolved. This is what conscious management is all about.
The goal of self-management is to first understand and take
care of oneself before taking care of others.
•• Self-introspection: Conduct self-reflection, self-analysis, and
self-criticism to discover your true self. regions of discord and
friction, a self-examination of one’s own beliefs, attitudes, and
behaviours emotions, experiences, and passions, as well as a
desire to subjugate and minimise the ego.
•• Mind-numbing: Silent mind is required for sensible and long-
lasting conclusions. It is ideal. Mounum (a calm mind that
enjoys quiet) is required. Brain-stilling or contemplative quiet is
a technique for calming the mind.
These principles are universally applicable and can help overall
development of an organization if followed strictly. These ethos helps to
manage teams, subordinates, and also enhance the quality of work with
perfection and team work. Managers can develop their inner qualities
and become great leaders. These principles inculcate the value base
and moral principles to be followed in organization which can serve the
purpose of overall wellbeing of every individual in organization.
LITERATURE ANALYSIS
Study conducted by Srilekha Grovias (2011) on the effect of Work
Life Balance and Ethics on Quality of Service concluded that the social
expectation is that when an organization grows larger, it would be
expected to take on more duties because the business exists in society

and takes so much from it, it needs permission and consent to operate.
Only by assuring quality to society’s clients can this be accomplished.
In the event that if a company wants to be in business for a long time,
it will need a loyal customer base and repeat customers as well as
loyal clients. This good cannot be borrowed, pleaded for, or purchased;
it must be earned. It can only be earned when companies prioritise
quality in their work, quality in their personnel, and quality in their
services and products.
Further, Ozgan (2018) explored that the past studies yielded
the variety of relationships between spirituality and ethics, most of
the researchers agreed on to the conceptual relationship between
spirituality and ethics, there is limited agreement among the researchers
on empirical investigations that suggest a sound relationship between
the two categories. However, empirical studies that claim a strong
association between the words outnumber those that deny the existence
of such a relationship. As a result, it can be argued that there is a
growing favorable consensus in the studies on the experimentally
tested relationship between spirituality and ethics. Spirituality or
the spiritual lives of an organization’s members could be a powerful
predictor of ethical issues and workplace decisions. Similarly,
Kiradoo (2017) shows that how Indian Ethos and ethical principles
affect management and leadership responsibilities. Management and
leadership responsibilities have traditionally been regulated by a set of
rules that promote organizational growth and discipline.
On the other hand, Van ness, Melinsky and Charles et.al., (2010)
investigated the individual aspects of work ethic of graduating college
and university students are compared to those of workforce professionals
in this study. Seven elements of work ethic are operationalized using
the Multidimensional Work Ethic Profile (MWEP). The findings show
that, while students and workforce professionals differ in individual
characteristics, they have the same overall work ethic quantitatively.
Variations in work ethic dimensions may have significant ramifications
for business executives.
Roger and Susan (2018), in their study concluded that full time job
seekers had much lower work ethic scores than job seekers who had
been unemployed for less than three months or those who had been
laid off. The difference between part-time workers and those who had
been unemployed for more than three months was not large enough to
be considered significant. This provides an intriguing dynamic for those
assisting job seekers in their search for new work prospects. To begin
with, tendencies toward lesser levels of reliability, interpersonal skills,
and initiative among employed jobseekers may have a detrimental

impact on their job hunt.
Rokhman (2010) conducted a study on the effect of Islamic work
ethics on work outcome. This study findings have ramifications. These
findings present theoretical and empirical study on the impact of the
Islamic work ethic, as there have been few studies in this area. The
study, as expected, highlighted the importance and significance of the
influence of Islamic work principles on employee perception on job
satisfaction and commitment to the company as a result, The study
serves as a foundation for subsequent research in the field of Islamic
work. The total means of Islamic work ethics are relatively high,
according to the findings. This can be viewed as a strong commitment
to IWE by staff in the institutions under investigation. The overall
mean of job satisfaction is higher than the median. It suggests that
while the employees in the researched firm are not completely content
with their jobs, they are more likely to be satisfied in the future.
Furthermore, the overall mean of organizational commitment is
likewise quite high, indicating that the employees in the researched
organization are committed to their employer. The aggregate mean
of turnover intention, on the other hand, is quite low, implying that
employees in Islamic microfinance firms who were investigated had
little desire to depart.
Elkins (2007) conducted a study on Job Satisfaction and Work
Ethic among Workers in a Japanese Manufacturing Company Located
in the United States by the purpose of this research was about the
connections between job satisfaction and work ethic among exempt
and non-exempt employees, working in a manufacturing company that
is owned by a Japanese company. The research looked into employees
from three distinct industries’ work ethics and job satisfaction.
Flora found in the United States’ southern area In addition. the
research looked on whether the JSS (Spector, 1985) and OWEI (Petty,
1995) scores were influenced by the following factors. Exempt and non-
exempt employees have distinct demographics. This section contains
information on the findings of the demographic profile of the individuals
are used to generate conclusions. This chapter also discusses the
implications and suggestions for future research. According to the
findings of this study, the only significant demographic variables that
influence the OWEI and its subscales are education level and job
category. This result is consistent with earlier studies on the impact
of education on work ethic (Petty, 1995). One pattern highlighted by
the data is that the scores appear to drop as the worker’s degree of
education increases. More schooling is associated with lower OWEI
scores, as well as lower OWEI Interpersonal and Dependability subscale

scores.
Nuhaila and Hamas (2021) studied the impact of workplace ethics
perception on employee’s job satisfaction in Saudi Arabian insurance
businesses. The findings revealed that the Companies adhere to a
high standard of ethics, legislation, and regulations. One of the most
important aspects of business is ethics. Components that have an
impact on employee dedication, engagement, loyalty and satisfactions.
The findings of this study revealed that there is a link between the two.
When it comes to workplace ethics and job happiness, the higher the
level of job satisfaction, the better. Workplace pleasure is linked to a
higher level of ethical behaviour. As a result, a more favorable ethical
climate in the workplace will result in a stronger firm. There is a link
between ethical behaviour and professional success.
The review was performed by exploring the abstracts, research
papers, articles, case studies from Google Scholar, Psyche Net,
Psychinfo, PsycArticle etc. These articles were used to conduct a
thorough evaluation of the literature. The studies that are relevant to
the topic have been chosen, and the papers have been reviewed. Which
do not relate to the topic have been removed. As a result, the review has
been finished. My research goal is to learn more about the relationship
between ethos, ethical values and work balance/management. On the
other hand, also to learn about how ethos and ethical values impact
work balance.
CONCLUSION
The close examination of literature work illustrate that principles
laid down by Indian ethos have a significant impact on work life balance
and management on both a personal and societal level. According to the
findings, the impact of Indian ethos varies depending on the type of job
and its responsibilities. When you are loyal and hardworking, the jobs
will reward you; there are basic ethics that affect the job. According to
the research, workplace ethics and happiness leads to the higher levels
of satisfaction and job satisfaction. Therefore, workplace satisfaction is
linked to higher levels of ethical behaviour. Furthermore, a favorable
and ethical environment in the workplace, ensure the foundation
of stronger organization. studies also show a correlation between
professional success and ethical behaviour. Therefore, organizations
should strictly follow and incorporate principles and values of Indian
ethos in their intra and inter group dynamics.
REFERENCES
Barman, H. (2011). Indian Ethos & Values in Modern Management.
Elkins, S. L. (2007). Job satisfaction and work ethic among workers in a Japanese
manufacturing company located in the United States.
GÖÇEN, A., & ÖZĞAN, H. (2018). Spirituality and ethics: A literature review. Gaziantep
University Journal of Social Sciences, 17, 58-65.
Goveas, I. (2011). Effect of work life balance and ethics on quality of service. International
Journal of Business and Social Science, 2(23).
Hill, R. B., & Fouts, S. (2005). Work ethic and employment status: A study of
jobseekers. Journal of STEM Teacher Education, 42(3), 4.
Kiradoo, G. (2017). The Impact of Indian Ethos and Ethical Values in Management and
Leadership Role. International Journal of Current Research, 9(11), 61400-61403.
Kumar, S, M., Knowles, S, P., and Pabi, A. (2020). A recent study on work life balance:
A literature review. journal of engineering sciences, Vol.11, Issue 4.
Malak, N. M., & Hamas, Y. (2021). Impact of workplace ethics perception on employee’s
job satisfaction. PalArch’s Journal of Archaeology of Egypt/Egyptology, 18(14), 24-33.
Meng, Y. (2016). Spiritual leadership at the workplace: Perspectives and theories.
Biomedical reports, 5(4), 408-412. doi:10.3892/br.2016.748
Middle, C., Johnson, A., Petty, T., Sims, L., & Macfarlane, A. (1995). Ethics approval for
a national postal survey: recent experience. Bmj, 311(7006), 659-660.
Rizk, R. R. (2008). Back to basics: an Islamic perspective on business and work
ethics. Social Responsibility Journal.
Rokhman, W. (2010). The effect of Islamic work ethics on work outcomes. EJBO-
Electronic Journal of Business Ethics and Organization Studies.
Rozuel, C., & Kakabadse, N. (2010). Ethics, spirituality and self: managerial perspective
and leadership implications. Business Ethics: A European Review, 19(4), 423-436.
Sen, A. (1999). On Ethics and economics, OUP Catalogue, Oxford university press,
number 9780195627619.
Van Ness, R. K., Melinsky, K., Buff, C. L., & Seifert, C. F. (2010). Work ethic: Do new
employees mean new work values?. Journal of Managerial Issues, 10-34.
Weber, M. (1958). The Protestant ethic and the spirit of capitalism (T. Parsons,
Trans.). New York: Scribner.
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15
The Role of Persuasion Principles in
Consumer Decision Making
Puja Kumari and Kiran
ABSTRACT
Persuasion science, often known as influence science, is based on social
psychology. Persuasion science is the study of individuals and organizations
and how they select and use products and services. It is mainly concerned
with psychological factors, Personal characteristics, and social factors.
Understanding customer trends makes it easy to figure out how to influence
their behaviour. Few years ago, customer’s preferences were different than
they are now, and they will be different after few years from now.Therefore,
while designing and enhancing the marketing strategies every business has
to keep in mind that customer behaviour trends may change over times
and these trends may help to influence customer behaviour at large by
creating and revising a marketing strategy periodically. It’s all about figuring
out how to improve the communication abilities so that marketers can
control people’s decisions, component of every marketing strategy before
adopting it. In reality, understanding the requirements and expectations of
the consumers is critical before adopting a strategy. To accomplish this,
marketers must first comprehend that how their marketing methods will
affect the consumer and their organization. Therefore, this chapter focuses
on highlighting the importance of persuasion technique in consumer
behavior and market flow.
Keywords: Persuasion, Persuade, Social Psychology, Influence
The Role of Persuasion Principles in Consumer Decision Making 121
INTRODUCTION
Consumer Behaviour: An Overview
The acquisition, consumption, and disposal of items, services,

time, and ideas by decision-making units is referred to as consumer
behaviour. This behaviour is widespread, affecting decisions made
by almost every human being in every society and culture. It also
studied what motivates people to buy particular things and support
certain brands. This field of research is largely concerned with human
behaviour, motivations, and psychological aspects behind buying
behavior such as a person’s reaction to an advertisement is largely
determined by their own views, attitudes, and general outlook on life,
personal characteristics such as age, culture, occupation, age, and
background have a significant effect in shaping customers’ interests
and beliefs and social factors for example a person’s social groupings
have an impact on their shopping habits. Their purchasing habits are
influenced by their money, education, and social class (Smelser &
Baltes, 2001).
Persuasion and its Role in Consumer Behavior
Persuasion is a science, and you may use it to your advantage

when trying to understand and influence consumer behavior. The
study of what motivates people and organizations to buy particular
products and support certain brands is known as consumer
behaviour. Reciprocity, commitment, pack mentality, authority, like,
and scarcity are the six universal principles of persuasion. Because
they trigger reactions through picture and word connections connected
to emotional responses, marketing campaigns can affect customer
behaviour. How do you persuade a customer to purchase a product
or service? Psychology has answers to concerns that have plagued
marketing departments for decades, especially how to influence people
and how individuals respond to attempts to influence their behaviour
(Voss, 2005).
Basic Persuassion Principles for Marketing Strategy
Cialdini (2006) summarized years of research on social influence

into six key concepts for understanding attempts to influence human
behaviour. Organizations and consumers can utilize these concepts
to better understand the inner workings of purchasing patterns and
determine which techniques are most likely to succeed using these
ideas.
Fig.1: Cialdini’s six key principles of persuasion (Source: www.bing.com)

The principle of reciprocity, suggest that negotiators can improve
the possibility that the other side would take a collaborative approach if
they themselves are courteous and forthcoming rather than belligerent
and unhelpful during talks, according to the reciprocity principle. it
is evident that when a request is followed by an unexpected gift, it is
more likely to persuade potential customers. As a result of the present,
they will be motivated to repay the favour or reciprocate. A one-time
courtesy will be reciprocated many times in the future. The most
common illustration of this approach in marketing is “free samples.”
However, in order to use the reciprocity principle to influence others,
marketers must first identify their target audience, understand why
organizations want to influence them, and what those people desire.
Once marketers have acquired all of this data, they may select what
they would like to receive for free, allowing the reciprocity principle to
be fully implemented.
On the other hand, Scarcity refers to the notion that people
must understand that if they don’t act soon, they will miss out on
this principle of the Science of Persuasion. The principle of scarcity
is heavily influenced by the law of supply and demand. If a customer
sees a low supply or strong demand for a product, they will express
immediate interest and even be willing to pay a premium price for

it. The third principle is authority and refers to the way people are,
customers who are unsure about a purchase often seek out testimony
from a “someone with authority on the issue” to serve as a guide. As a
result, in the world of advertising, the opinion of specialists or experts
is already a classic. On Amazon.com, some books feature descriptions
that include notable people’s testimonies on the subject. If we wish to
buy the book “The Fortune Cookie Principle,” for example, we can see
a comment from Seth Godin, a world-renowned marketing expert. I’m
going to buy a book if Seth Godin says I have to read it.
Furthermore, commitment and Consistency as the next principle
suggest that when an individual feel “pressure” to act in accordance
with his/her earlier obligations making any decision, they tend to
have a strong desire to appear consistent in in what they have done,
said, and purchased. In general, research shows that people are more
likely to follow through on active, public, and voluntary commitments.
Liking as a persuasion principle suggest that, if any individual like
someone, they are more likely to comply with their wishes or requests.
This principle is also based on something as insignificant as a person’s
physical appearance. Companies that use local sales agents have had
a lot of success with this strategy. People are more likely to buy from
people they know and respect, such as friends and family. That is why
it is critical to research your potential customers. I recommend reading
this post on how to conduct a “Buyer Persona” study. Going to any
Apple Store will provide you with a clear example of this principle. As
soon as you walk in, you’ll notice that the salesmen are wearing jeans
and blue shirts (rather than a suit and tie!). Because they symbolize
the typical Apple buyer (relaxed, clever, and creative!), they are dressed
casually.
Finally, Consensus or social proof explains that one of the most
common ways people decide what to do in a circumstance is to look
at what others have done in comparable situations. As a result, the
“evidence” of what is correct is based on social rather than physical
factors: “If a lot of people like me are doing it, it must be the appropriate
thing to do.” In situations characterized by ambiguity, this inclination
to look to and follow the lead of comparable others will be strongest.
Have you ever noticed how frequently we seek to our coworkers and
colleagues for advice on how to act in a new situation? We are likely
to display successful abilities, tactics, or other productive actions to
the extent that these people do. As a result, we should emphasize
the triumphs and productive methods of individuals currently in the
position when training others. And, while advising others, we might
provide examples of successful others in comparable situations to

highlight the favorable outcomes of specific decisions (Wissler, Cialdini
& Schweitzer, 2002).
Therefore, persuasion, along with communication and negotiation
skills, is one of the most important characteristics of excellent
leadership. It assists managers in developing effective narratives that
motivate and incentivize their teams to be more productive and loyal
to the organization.
CONCLUSION
Cialdini’s six persuasion principles are rarely used alone, but
rather as part of a comprehensive marketing strategy. The concepts
can be used at different times, with different audiences, or for different
products, and they can also be used simultaneously, making them
extremely useful tools for developing marketing plans. These six
elements of persuasion and influence have been utilized unknowingly
by organizations, salespeople, and each of us in our daily lives for
decades. Cialdini’s six principles have naturally adapted to this new
scheme with the advent of e-commerce through the Internet. In the
commercial sector, persuasion is the name of the game. Because the
customer’s decision drives the entire marketing process, company
must exert influence there. There are many strategies to gain clients,
but employing persuasive principles assures that marketers have an
influence and improve conversion rates, or the percentage of users who
become customers or purchases.
REFERENCES
Baker, A. (2012). Gender Differences in Decision Making. available at: www. decision-
making confidence (access: 10.09. 2012).
Briñol, P., Petty, R. E., & Wheeler, S. C. (2006). Discrepancies between explicit and
implicit self-concepts: Consequences for information processing. Journal of
personality and social psychology, 91(1), 154.
Cialdini, R. B. (2006). Influence: The psychology of persuasion, revised edition of
Harper Business. ISBN-13, 978-0061241895.
Scaraboto, D., Rossi, C. A. V., & Costa, D. (2012). How Consumers Persuade Each
Other: Rhetorical Strategies of Interpersonal Influence in Online Communities.
Brazilian Administration Review pp 247 - 267
Smelser, N. J., & Baltes, P. B. (Eds.). (2001). International encyclopedia of the social &
behavioral sciences (Vol. 11). Amsterdam: Elsevier.
Voss, J. (2005). The science of persuasion: An exploration of advocacy and the science
behind the art of persuasion in the courtroom. Law & Psychol. Rev., 29, 301.
Wissler, R., Cialdini, R. B., & Schweitzer, N. J. (2002). The science of influence: Using
six principles of persuasion to negotiate and mediate more effectively. Dispute
Resolution Magazine, 9, 20.
Websites
How to influence consumer’s choice. Retrieved on 16 April, 2022 from https://www.
businessnewsdaily.com/10151-how-to-influence-consumer-decisions.html
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16
Personality Traits (Big-Five Model) and
Investment Behaviour of Individuals: Analysis
of Socio-Demographic Factors
Ekam Riar and Amit Kumar
ABSTRACT
Financial planning is important for managing increased living expenses and
achieving the desired quality of life. Investments therefore play a crucial part
in a person’s life. People place their investing choices on their suitability, risk
appetite, and anticipated return. On the other hand, consumers don’t always
make logical financial decisions. In the current study, an effort has been made
to analyze how the sociodemographic characteristics of consumers affect
the variation in the Big Five personality traits (neuroticism, extraversion,
agreeableness, conscientiousness, and openness to experience) (gender, age,
qualification, occupation, income, marital status). The present study recorded
the data of N =90 Indian consumers with the help of a survey conducted by
using a five-point Likers Scale. The data was analyzed by applying multivariate
analysis of variance (MANOVA).The findings indicate that socio-demographic
characteristics have varying effects on personality traits and investors’
attitudes toward financial risk.
Keywords: Behavioral Finance, Neuroticism, Extraversion, Agreeableness,
Conscientiousness, Openness, Investors.
Personality Traits (Big-Five Model) and Investment Behaviour of Individuals 127
INTRODUCTION
Recent economic expansion as a result of globalization has increased
household wealth while also providing a plethora of investment
opportunities. The investment option differs in terms of risk and
return basis. An investment decision and behaviour of investor is a
process which is based on combination of multiple factors such as
demographic, psychographic and personal characteristics (personality
trait) in the financial market. Early investment theories suggest
that investors are rational and their decisions are majorly based on
maximizing returns and limiting the risks. However, recent theories
challenge these assumptions. They stated that human mind does not
always think rationally and neither do the markets always perform
efficiently. Humans take decision through their human, sociable and
emotional brain (Nandan & Sourabh, 2016). People do not always
perform complex statistical calculations for finalizing any decision;
they rely on simple heuristics which can easily predict the outcome
values by simpler judgmental operations (Baker et al., 2021).
Psychographic characteristics play a crucial influence in shaping
an individual’s investment behaviour, according to many previous
studies (Nga & Yien, 2013; Olsen, 2015). Investing entails a certain
amount of risk. One factor that affects how someone perceives risk is
the collection of personality traits they exhibit. A successful investing
plan may fail as a result of emotions, according to Kasemsap’s (2015)
investigation on the psychological traits of individual investors. The
decision-making process used by individual investors when making
financial investment decisions is frequently disregarded in finance
studies. Building a behavioral paradigm is necessary to explore the
influences on individual investors’ financial decision-making processes
and the elements affecting investor behaviour. When making investing
decisions, an investor’s risk-taking propensity may vary depending on
their personality. In light of this, an effort has been made to look at how
the socio-demographic characteristics of investors affect the diversity
in the Big Five personality traits.
BACKGROUND AND LITERATURE REVIEW

Behavioural Finance
In the 1990s, a new area of study known as “Behavioral Finance”

emerged from the finance literature that emphasizes psychological
explanations of market behaviour. The term “behavioral finance”
describes financial theories that are based on psychology. It is an effort

to comprehend how investors’ behaviour is influenced by emotions and
cognitive mistakes. It emphasizes how investors evaluate information
and take action on it to make investing decisions.
Fig. 1: Origin of behavioral finance

It shows how people don’t always make reasonable financial
judgments and how their behaviour influences which financial decisions
they make. The aim is to make a blend of psychology based on emotions
to make a human behaviour-based approach towards decision-making.
In traditional finance, each person is rational to maximize the wealth
but several times the rationality is influenced by the emotions and
irrational decisions. Behavioral finance is the growing area which deals
with the influence of psychology on the behaviour of investors. It is
the new concept emerged in financial economics as an alternative to
the traditional finance. Behavioral finance helps us understand how
financial decisions around things like investment, payments, risk are
greatly influenced by human personality.
Personality Traits (Big-Five Model)
The Latin word “persona,” which meaning “to speak through,”

is the root of the English term “personality.” “Personality is the
characteristic or group of attributes which makes a person a distinctive
individual,” says the Oxford English Dictionary. The Big-Five Model of
personality traits was developed by Allport and Odbert in 1936. He
claims that one of the major psychological aspects that influence how
people behave is their personality. Aspects of the personality qualities
include neuroticism, conscientiousness, openness, congeniality, and
agreeableness.
Fig. 2: Description of Big-five personality traits (Source: McCrae and Costa, (2008))
Although the big five personality traits each reflect a range between
two extremes, most of us fall somewhere in the middle of the continuum
rather than at the polar ends. It’s vital to highlight that the big-five
traits are mostly consistent throughout our lives, with some modest
increases or decreases in the attributes. The high and low scores for
each personality trait are presented in Figure 3.
Fig. 3: Personality traits for high and low score for Big-five personality traits
(Source: Mayfield et al., (2008))
Individual decision-making is influenced by personality traits, which
are a blend of distinctive cognitive, emotional, and motivational factors.
Few research in the field of financial decision-making concentrate on
the relationship between personality characteristics and investing
choices. the analysis of a few studies included in Table 1.
Table 1: Review of selected studies
Sr. Author (s) and Variable studied Key findings
No. year
1. Yadav and Big-five Personality qualities have
Narayanan personality traits, a significant impact on an
(2021) behavioral bias individual’s vulnerability while
making investment decisions.
Extrovert investors are more
balanced, aren’t overconfident,
and don’t go along with the
crowd. Investors’ vulnerability
to overconfidence and herding
is influenced by their openness,
extroversion, and agreeableness.
2. Ozer and Big-five Extraversion and
Mutlu (2019) personality traits neuroticism have no effect
on financial behaviour,
whereas conscientiousness,
agreeableness, and openness
to experience have a favourable
and significant effect on
financial behaviour.
3. Johnsi and Big- five Extraversion has a significant
Murthi (2019) personality association with locus of
traits, emotional control, overconfidence, and
intelligence cognitive dissonance, among
other personality traits.
Conscientiousness has a positive
relationship with locus of
control, while agreeableness has
a negative relationship.
4. Mathur and Big- five Risk tolerance was
Nathani (2019) personality substantially related with
traits, emotional agreeableness, neuroticism,
intelligence, risk and openness, but there was
tolerance no significant relationship
between extraversion and
conscientiousness and risk
tolerance.
Sr. Author (s) and Variable studied Key findings

No. year
5. Dhiman and Big- five Risk tolerance has a statistically
Raheja (2018) personality significant relationship with
traits, emotional personality traits and emotional
intelligence, risk intelligence. Investors’ risk
tolerance tolerance is influenced more by
emotional intelligence than by
personality qualities.
6. Nandan and Big-five Neuroticism, openness to
Saurabh (2016) personality experience, and extraversion
traits, short qualities do not directly
term investment influence individuals’ short-term
intention, long investment intentions, but they
term investment do influence individuals’ short-
intention, term investment intentions
attitude toward through their financial risk
financial risk attitude. The association
between each personality feature
and an individual’s short-
term investment intentions is
perfectly mediated by financial
risk attitude.
RESEARCH METHODOLOGY
Both primary and secondary data are used in the study. A self-
administered questionnaire with a five-point Likert scale was used to
collect the primary data for the current study using a field survey.
The secondary information was gathered through reading papers
that identified and explored personality factors that influence an
investor’s attitude toward financial risk. Six primary constructs were
examined in the study: neuroticism, extraversion, agreeableness,
conscientiousness, openness to experience, and attitude toward
financial risk. To measure the construct, a 35-item scale from (Nandan
& Saurabh, 2016) was used. One hundred respondents were sent a
questionnaire, and 90 of them responded and completed it out; the
same data is used for the final study. The data analysis was conducted
using SPSS version 25. To investigate the differential effects—that is,
how independent categorical factors affect a number of continuous
dependent variables—multivariant analysis of variance (MANOVA) was
used.
DATA ANALYSIS
Demographic Profile of the Respondents
The sociodemographic profile of the respondents contains details

about the respondents’ gender, age, education, occupation, income,
and marital status. The respondent’s profile is shown in Table 2.
Table 2: Socio-Demographic profile of the respondents (N = 90)
Sr Particulars No. of Percentage

No. Respondents
1. Gender
Male 44 48.8
Female 46 51.2
2. Age (in years)
Upto 30 years 33 36.6
31- 40 years 37 41.2
41- 50 years 12 13.4
Above 50 years 8 8.8
3. Qualification
Post Graduate 33 36.7
Graduate 47 52.2
Intermediate 10 11.1
4. Occupation
Government Job 18 20.0
Private Job 38 42.3
Business 18 20.0
Others 16 17.7
5. Income
Less than 2,50,000 22 24.4
2,50,001- 5,00,000 24 26.6
5,00,001- 10,00,000 30 33.4
More than 10,00,000 14 15.6
6. Marital Status
Married 42 46.6
Unmarried 48 53.4
Source: Field survey, 2022
Majority of the respondents were female (51.2%) in the age group
of 31–40 years (41.2%) have qualified on graduation level (52.2%). The
majority of the respondents were in private jobs (42.3%) and from the
income group of 5,00,001–10,00,000 (33.4%) and most of them were
unmarried (53.4%).
Descriptive Statistics
Table 3 and figure 4 present the variables’ descriptive statistics. The

level and range of the respondent’s score are shown by the variables’
means and standard deviations. According to the study, respondents
scored agreeableness higher than neuroticism (3.75), extraversion
higher than neuroticism (3.74), attitude toward financial risk higher
than neuroticism (3.58), and conscientiousness (3.48), higher than
neuroticism (2.99).
Table 3: Results of descriptive statistics
Sr. No. Variables Mean Standard Deviation
1. Neuroticism 2.99 1.075
2. Extraversion 3.74 0.827
3. Agreeableness 3.75 0.929
4. Conscientiousness 3.48 0.983
5. Openness to Experience 3.53 0.718
6. Attitude towards Financial Risk 3.58 0.881
Fig. 4: Descriptive statistics
RESULTS AND DISCUSSION

The goal of the current study was to identify significant personality
differences among investors for sociodemographic factors (gender,
age, income, education, occupation and marital status). Multivariate
analysis of variance (MANOVA) is used to examine the differential
effects of one or more categories independent variables on multiple
metrics dependent variables, including investor personality traits and
attitudes toward financial risk. Table 4 summarizes the results of the
MANOVA test, giving group means and standard deviation for each
dependent variable.
Results of the MANOVA test for consumers’ investing decisions based

on personality factors are reported in Table 4 with regard to gender.
It was discovered that men and women make investment decisions
differently (Wilks’ =.843; F= 2.241; p=.016; 2= 0.114). According
to partial eta squared (0.114), which demonstrated an acceptable
effect size, gender accounts for 11.4% of the variance in investment
decision-making behaviour. Additionally, it was discovered from the
mean analysis of personality traits that male consumers reported
substantially greater levels of conscientiousness and agreeableness.
However, neuroticism, extraversion, openness, and attitude toward
financial risk are all stronger in females.
Age-related differences in investment decision-making behaviour
are revealed by MANOVA are (Wilks’ =.709; F= 1.180; p=.004; 2=
0.187). Here age explains 18.7% of the variance in investment decision-
making behaviour, according to partial eta squared (0.187), which
demonstrated a reasonable effect size. Additionally, it was discovered
from the mean analysis of personality traits that investors under
the age of 30 reported a substantially higher degree of extraversion.
However, investors between the ages of 31 and 40 exhibit higher levels
of conscientiousness, openness to experience, and attitude toward
financial risk. Investors in the 41–50 age range exhibit greater levels of
neuroticism and agreeableness.
When qualification was taken into account, it was discovered that
different qualification levels exhibit different investment decision-
making behaviours (Wilks’ =.849; F= 2.142; p=.002; 2= 0.140). The
respectable effect size of partial eta squared (0.140) demonstrated
that qualification accounts for 14% of the variance in investment
mean analysis of personality traits that postgraduate investors had a
substantially higher degree of extraversion, openness to experience,
and attitude toward financial risk. Investors with doctoral degrees,
however, exhibit higher levels of conscientiousness and agreeableness,
and intermediate-level investors reported higher levels of neuroticism.
Regarding occupation, it was discovered that different investment
decision-making behaviour is displayed by business, government, and
other occupations (Wilks’ =.883; F= 3.360; p=.001; 2= 0.159). According
to partial eta squared (0.159), which demonstrated a reasonable impact
size, occupation accounts for 15.9% of the variance in investment
mean analysis of personality traits that investors in government jobs
reported significantly greater levels of conscientiousness, openness to

experience, and attitude toward financial risk. However, investors with
private jobs tend to be more neurotic and agreeable, whereas investors
who work for themselves tend to be more extraverted.
The outcomes of MANOVA for income show that different income
levels exhibit different investment decision-making patterns (Wilks’
=.860; F= 2.604; p=.002; 2= 0.098). Income accounts for 9.8% of
the variance in investment decision-making, according to partial
eta squared (0.098), which demonstrated a reasonable impact size.
Additionally, it was discovered from the mean analysis of personality
traits that investors with incomes between $2,50,001 and $5,00,00
reported substantially greater levels of neuroticism and extraversion.
Investors with incomes of more than 10,00,000 indicated higher levels
of agreeableness and openness to new experiences, whereas those with
incomes between 5,001,001 and 10,000,001 showed higher levels of
conscientiousness and attitude toward financial risk.
Table 4: Results of multivariate analysis
Value label N E A C OE ATFR
Mean Mean Mean Mean Mean Mean
Gender
Male 2.95 3.72 3.75 3.62 3.58 3.56
Female 3.03 3.96 3.67 3.45 3.70 3.66
Wilks’ λ = .843; F= 2.241; p= .016; η2= 0.114
Age
Up to 30 years 3.05 4.24 3.70 3.15 3.63 3.87
31 – 40 3.12 4.20 3.85 3.60 4.10 4.37
41 - 50 3.40 3.85 4.00 3.33 2.82 3.54
Above 50 years 1.10 3.50 3.25 3.00 2.12 3.43
Wilks’ λ = .709; F= 1.180; p= .004; η2= 0.187
Qualification
Post Graduate 2.54 4.00 3.36 3.28 3.90 3.84
Graduate 3.08 3.79 3.87 3.72 3.47 3.45
Intermediate 3.22 3.71 3.82 3.23 3.83 3.80
Wilks’ λ = .849; F= 2.142; p= .002; η2= 0.140
Value label N E A C OE ATFR

Mean Mean Mean Mean Mean Mean
Occupation
Government job 2.33 3.87 3.75 3.72 3.94 3.91
Private job 3.15 3.78 3.81 3.64 3.71 3.57
Business 3.04 4.20 3.44 3.25 3.53 3.72
Others 2.87 3.77 3.68 3.47 3.55 3.58
Wilks’ λ = .883; F= 3.360; p= .001; η2= 0.159
Income
Less than 3.08 3.76 3.69 3.43 2.98 3.64
2,50,000
2,50,001 - 3.36 4.05 3.96 3.66 3.53 3.39
5,00,000
5,00,001 - 2.60 3.75 4.12 3.74 3.64 3.93
10,00,000
More than 1.60 3.84 4.70 3.70 3.73 3.90
10,00,000
Wilks’ λ = .860; F= 2.604; p= .002; η2= 0.098
Marital status
Married 2.48 3.12 3.64 3.71 3.54 3.55
Unmarried 3.13 4.16 3.72 2.28 3.78 3.87
Wilks’ λ = .704; F= 3.122; p= .002; η2= 0.226
Finally, it was discovered from the MANOVA results for marital

status that married and single people exhibit different investment
decision-making behaviour (Wilks’ =.704; F= 3.122; p=.002; 2= 0.226).
The tolerable effect size of partial eta squared (0.226) showed that
married status accounts for 22.6 percent of the variance in investment
decision-making behaviour. Additionally, it was discovered through
the mean analysis of personality qualities that married investors had
a substantially greater level of conscientiousness. Investors who are
single, however, score higher on extraversion, agreeableness, openness,
and attitude toward risk. Overall, it was discovered that demographic
characteristics have varying influence on investors’ personalities and
attitudes toward financial risk.
CONCLUSION
This research adds to the expanding body of knowledge about
individual personality traits and investing behaviour In India about
the association between the Big Five personality traits, investors’

perceptions of financial risk, and sociodemographic factors such (gender,
age, qualification, occupation, income, marital status). The findings
show that there are substantial differences between sociodemographic
characteristics and five personality traits (neuroticism, extraversion,
agreeableness, conscientiousness, and openness to experience).
The results may help financial advisors better understand investor
personality traits and better serve clients’ financial needs, as well as
policymakers in choosing and educating appropriate investors for their
programmes.
REFERENCES
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the perspective of psychological traits, Qualitative Research in Financial Markets,
1755-4179.
Akhtar, F. et al. (2017), The impact of social influence on the relationship between
personality traits and perceived investment performance of individual investors:
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Similarities between Impulse Buying and Variety Seeking: A Personality-based
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Review (IJAFR), 6(1): 19-33.
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17
Flows of Psyche: Effect of
Commodification on Individuals
Sukhneet Kaur
ABSTRACT
The “Why” and “How” aspects of decision-making and customer purchasing
behaviour are highlighted in the study of consumer behaviour. The process
includes categorizing subjects to identify the major societal trends in consumer
behaviour. This psychological element of consumer behaviour explores a
vibrant fusion of consumer marketing strategy, psychological, and behavioral
discipline themes. The commodity culture, brand imagery’s openness, and
the reasons behind our purchases are all topics covered in this chapter. It
examines how marketers will comprehend things more clearly. How does a
consumer behave before making a purchase decision? This chapters focuses
on the concepts like Designing heads Vs. Designing Machines, Transparency
in Brand Imagery, Why We Buy What We Buy, and Gestalt theory, that will
highlight the key elements and the framework behind consumer decision
making and also intended to investigate individual information processing,
learning, and attitude behaviour modification, which will provide a thorough
insight into the complicated psyche of a consumer behavior.
Keywords: Brand Imagery, Consumer, Complexity, Framework
INTRODUCTION
Consumer behaviour is the study of how people and organisations
select and use goods and services. It addresses behaviour, motivations,
and psychology. Consumer psychology is the study of the procedures
that take place when individuals or groups choose, buy, utilise, or
discard goods, services, concepts, or experiences in order to satiate
their wants and sense of satisfaction. In order to influence consumer
behaviour, markets use various psychological strategies into their
marketing plans. Along with the strategies of using some well-
known individuals in their product advertisements in order to more
successfully captivate consumers and encourage them to pursue the
product conventionally (UKEssays, 2018).
Art of Commodification
The term “art of commodification” describes a product made by

human labour that can be purchased and sold on the open market.
However, there is a phrase called commoditization that distinguishes
these two concepts when we discuss commodification. Putting a
value on things that shouldn’t, like friendship, knowledge, and a
beautiful woman, is somewhat what commodification entails. When
a name brand is thought to be no more attractive than the store
brand, commoditization takes place. Now, relating this to the human
psychology, all of our cognitive behaviour has an impact on how we
approach or interact with customers and their perceptions. Somehow it
influences self-interest, difficulty or barrier, perception, demographics
and culture of individual consumers (KarlMarx, 1996; Watts, 2017).
OBJECTIVES OF THE STUDY

1. To study the mind-set of the consumer during buying something
in the market.
2. What are the techniques or strategies marketers implement at
the time of selling their goods and services?
Art of Individual Head and the Machine
In the field of consumer and marketers we had a view that designing

items for the selling plays a significant role. As the large number of
the consumers check out the ratings of any product before buying
it. Moreover, in this case marketers design any product and test the
product prototype. Along this all emotions operate at a subconscious
Flows of Psyche: Effect of Commodification on Individuals 141
level during times of purchasing and it varies individual to individual.

This is the main reason as designs play a significant role before buying
any product (Pradeep, 2010).
Designing Machine as a Product
With the context of designing machine it explains, the product

itself becomes the advertisement as when we go for the digital context,
the research has proven that, the consumers are attracted towards
the products which help them to level up their standard of living and
the levels of standard when they have a company of their repeated
colleagues. For example: during the 21st century the iPhone are
playing a crucial role in every upper-class family. They feel going out
for meetings or with the company along with the setup can enhance
their standard. These days the first impressions are not verbal; it takes
plays with the gadgets you are carrying, the footwear you are wearing
instead of the communication you had with the people you met very
first. If we look around these reasons are the one of the basics by
which people think twice or many as going somewhere or with someone
(Franke & Piller, 2004).
Mind Makers of an Individual
With the context of designing heads, it explains an individual. The

heads represent the person who influences one’s self to buy something.
When we go for shopping, we see around as our mind gets attracted
towards the things which seem attractive as it might get some good
shine or become less expensive. Therefore, according to the human
mind set people get attracted towards the things by which they get
themself satisfied with the less money makers. For example: in the
times of marriage or some functions, people find some good and cheap
markets by which they might spend less money and can go with the
good looks (Weinberg, Parise & Guinan, 2007).
Art of Brand Imagery
When a brand maintains open, truthful, and approachable

interactions and connections with internal and external stakeholders,
it is said to be practicing transparency in marketing. Ninety percent
of consumers, out of a total of 100, feel a brand’s openness influences
their decision to buy. Consumers can get a general understanding of
the fundamental theme of your trade’s plans by looking at your brand’s
transparency. In all customer communications, customer transparency
entails truthfulness and integrity. Transparency is centered on building

trust with customers through positive customer experiences that lead
directly to customer pleasure, where the happy customer will stay
(Hagtvedt & Patrick, 2008).
Relationship between Consumer and Marketer
It explains when the seller displays something with the actual price
of the material. Basically, transparency is when the seller deals with
the open and honest trade. Psyche plays an important role; sellers
deal with their own business strategies by keeping in mind their own
benefits. In actual trade there is a give and take policy as the sellers
implement their own price to save some amount for their own profit.
For better trading, rapport formation is necessary. To earn a good
amount from their customer it is necessary to build a trust in the
communication (Kozinets, 1999).
WHY WE BUY AND WHAT WE BUY?

In the huge stalk of marketism, we check out our necessities. We
have a large exposure to everything in the different markets. If we go
with the psyche of any individual, then it will focus on the things which
they would be attracted to. So, along this marketing strategy marketers
keep this in their mind and set up their showrooms or malls accordingly.
Moreover, for selling any product it is necessary to make their customer
happy and satisfied for the long-term relation maintenance for the
trading practices. For example; when we go shopping, we already
mark things in our subconscious mind. But at the time of purchasing
things, we mostly get attracted towards the things which would be
advertised by the most liked personalities. Therefore, all these tactics
are performed and summarized by the marketers.
Playing with the Flows of Psyche
With the actual observation we have seen, when we go shopping,

we make a list before, but when we roam in the shopping malls or in
the bazaars, we are attracted towards the things which we take for
future uses. For example; when a female of our house goes shopping,
she buys a useful material for the household works. Therefore, when
a male of our house goes shopping, they buy with the actual list. In
this scenario we can differentiate the psyche of a male gender and a
female (Sheth, Newman & Gross, 1991; Wilkins, 2011; Fraade-Blanar
& Glazer, 2017).
GESTALT ASPECTS ON CONSUMER BEHAVIOUR

According to Gestalt, psychology was developed in Germany at
the start of the 20th century, with Max Wertheimer, Kurt Koffka, and
Wolfgang Kohler serving as its main spokespersons. These psychologists
recognised that our behaviour is influenced by how reality is perceived,
rather than by what it actually is. Gestalt psychology primarily focuses
on how individuals organize and perceive the world around them. The
adage “the total is different from the sum of its parts” can be used
to sum up the core concept of this movement. beginning with being
conscious of how our surrounds and environment shape or influence
our perspective. Gestalt theory provides us with the tools to create
images or messages that can remark our target and increase brand
awareness and recognition.
The Gestalt in Web Design
From a psychological perspective, understanding how the brain and

subconscious mind function is incredibly helpful in our daily activities.
Making a website attractive from a graphic standpoint or functional
is insufficient for its effectiveness. Gestalt enables us to comprehend
which visual components work best in a specific context to affect
perception, draw attention, and trigger behaviour. The German word
for “unifiedhole” is gestalt. To find order among chaotic inputs is a
natural psychological reaction (Graham, 2008; Vainikka, 2015; Lobos,
de Vries, & Moscato et al., 2019).
CONCLUSION
Studying and paying attention to how people behave in any
situation is crucial and required greater attention and observation.
Although it is impossible to read a person’s mind completely, but we
can observe their behaviour and predict their next move. People react
in accordance with the events or circumstances in their own lives.
Accordingly, if we use Wechsler’s definition, psychology is the overall
collective ability of an individual to think logically, act deliberately,
and interact with his or her environment. Our surrounding and
environment, the place we live in, and the company we keep have an
influence on 90% of our behaviour. Organizations should focus to
understand these fundamental principles and conceptual framework
underlying consumer decision-making to explore how individuals
process information, learn, and modify their attitudes and behaviours,
to understand the psychology behind consumer behaviour.
Moreover, organizations also should focus to observe overt and

covert behavior of a consumer closely by using survey questionnaires,
polls, telephonic conversation, email and face to face interviews to
understand the reasons behind their behavior regarding the advantages
and disadvantages of their products and goods so that marketers can
devise their business policies accordingly to attract the consumer for
favorable outcome regarding their products and goods and to affect the
consumer decision making positively.
REFERENCES
Burke, T. (1996). Lifebuoy Men, Lux Women: commodification, consumption, and cleanliness
in modern Zimbabwe. Duke University Press.
Encyclopaedia Britannica, inc. (2022). Gestalt psychology.
Fraade-Blanar, Z., & Glazer, A. M. (2017). Superfandom: How our obsessions are changing
what we buy and who we are. Profile Books.
Franke, N., & Piller, F. (2004). Value creation by toolkits for user innovation and design:
The case of the watch market. Journal of product innovation management, 21(6),
401-415.
Graham, L. (2008). Gestalt theory in interactive media design. Journal of Humanities &
Social Sciences, 2(1).
Hagtvedt, H., & Patrick, V. M. (2008). Art and the brand: The role of visual art in
enhancing brand extendibility. Journal of consumer psychology, 18(3), 212-222.
Karl Marx, “Outlines of the Critique of Political Economy” contained in the Collected
Works of Karl Marx and Frederick Engels: Volume 28 (International Publishers:
New York, 1986) p. 80.
Koffka, K. (2014). Principles of Gestalt psychology. Mimesis International.
Kozinets, R. V. (1999). E-tribalized marketing?: The strategic implications of virtual
communities of consumption. European management journal, 17(3), 252-264.
Lobos, C. S., de Vries, N. J., Inostroza-Ponta, M., Berretta, R., & Moscato, P. (2019).
Visualizing Products and Consumers: A Gestalt Theory Inspired Method.
In Business and Consumer Analytics: New Ideas (pp. 689-661). Springer, Cham.
Pradeep, A. K. (2010). The buying brain: Secrets for selling to the subconscious mind. John
wiley & sons.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory
of consumption values. Journal of business research, 22(2), 159-170.
Spoth, J., Toman, S., Leichtman, R., & Allan, J. (2013). Gestalt approach.
UKEssays. (2018). LITERATURE REVIEW 2.1 .1 Definition of Consumer Behaviour.
Retrieved from https://www.ukessays.com/essays/marketing/definition-of-
consumer-behaviour-marketing-essay.php?vref=1
Vainikka, B. (2015). Psychological factors influencing consumer behaviour.
Watts, R. (2017). The idea of ‘marketising’ the university: against magical thinking.
In Public Universities, Managerialism and the Value of Higher Education (pp. -147
179). Palgrave Macmillan, London.
Weinberg, B. D., Parise, S., & Guinan, P. J. (2007). Multichannel marketing: Mindset
and program development. Business Horizons, 50(5), 385-394.
Wilkins, H. (2011). Souvenirs: What and why we buy. Journal of travel Research, 50(3),
239-247.
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18
Marketing Flows and Consumer Behavior:
An Analysis
Kiran and Sargun Kaur
ABSTRACT
The study of consumer behaviour has become increasingly important in today’s
marketing environment. Markets are ruled by consumers. There is no way for
a firm to survive without customers. Consumers and consumer satisfaction
are at the heart of all corporate activity. Customer behaviour research is
centred on consumer purchasing habits, with the customer as the central
figure. User, payer, and buyer are three separate roles. Consumer purchasing
habits have grown increasingly important, a component of long-term market
planning. In order to create a framework for the consumer research, it’s a
good idea to start by thinking about the elements that influence consumer
purchasing decisions, consumer behaviour, as well as the growth of consumer
research and the various paradigms. The field has been impacted by a variety
of schools of thought. A collection of dimensions may be discovered in the
literature, as discussed here, that can be used to characterise and differentiate
the diverse viewpoints on consumer research. The goal of this chapter is to
gain a better knowledge of consumer behaviour and the factors that influence
consumer purchasing decisions and to highlight various lines of thinking that
could be used to drive future consumer research.
Keywords: Consumer Behaviour, Market Environment, Consumer Satisfaction
Marketing Flows and Consumer Behavior: An Analysis 147
INTRODUCTION
A company’s growth must be stable, and it must suit the needs of its
customers. This entails responding to market trends, comprehending
constantly changing consumer demands and needs, experimenting
with effective techniques, and constantly seeking for new ways to
communicate with customers and potential customers. Marketers
must understand buying behaviour, purchase decisions, and other
psychological elements in order to maximise consumer involvement.
They rely on reports, data, and surveys to do so.
One of the most challenging tasks in marketing is finding the correct
mix of products and/or service offerings to suit not just present but
also latent and future consumer wants. Consumer taste is changeable,
as demonstrated by the “New Coke” catastrophe in the early 1980s
(Hartley, 2005:155). Similar to a hysteresis, the relationship between
influences and changes in consumer behaviour is non-linear and non-
reversible at times (Galloway, 1999). In the instance of Coca-Cola, one
may be aware that “people tend to prefer the sweeter in taste testing.” Is
this to say, however, that the sweeter flavour will always triumph in the
marketplace? Hardly; something other than the transitory substance
of a taste is functioning with consumer desire - unless the flavour
is severe” (Hartley, 2005:169), that is, it is substantially distinctive.
Firms strive to set themselves apart from competitors by developing
and marketing products or inventing new ways of doing business. A
corporation acquires a tremendous advantage and may even be able to
charge premium rates if it can properly separate itself from competitors
and maintain the competitive edge.
CONSUMER BEHAVIOUR PATTERNS

Complex buying behaviour
•• Consumers who acquire expensive and infrequently purchased
things, such as a luxury car, engage in complex buying
behaviour.
Habitual buying behaviour
•• Consumers regular purchases of fast-moving consumer goods,
such as tea or coffee, are examples of habitual buying behaviour.
Variety seeking behaviour
•• Consumers who wish to try a variety of the same product, such
as tea or coffee varieties, engage in variety seeking behaviour.
Dissonance-reducing purchasing behaviour

•• When people buy the same brand of coffee or tea, they always
buy to avoid the unpleasantness of trying something new in the
market, rather than buying anything new.
Level of satisfaction and discontent with purchase
•• Consumer behaviour is influenced by satisfaction or discontent
with a purchase or consumption. The purchasing process
begins when a consumer recognises a need or a problem that
has been triggered by internal or external stimuli.
Consumer loyalty in buying behavior
•• Customer loyalty is a measure of a customer’s tendency to do
business with a firm or continue to purchase a product or service
from a brand as a result of consumer behaviour. Customers
who are happy with their purchases are more likely to buy
again, which affects the product’s overall worth. As a result,
customer retention and customer acquisition are intertwined in
determining how loyal a customer is to a brand or firm. Customer
loyalty develops when businesses or brands anticipate and meet
the wants and expectations of their customers.
FACTORS AFFECTING CONSUMER BEHAVIOUR
Psychological Factors
Psychological factors are the driving forces to that direct consumers

actions to seek satisfaction. These factors are:
Motivation and Perception
Motivation refers to the biological, social, emotional and cognitive

forces that activate behavior. These forces are called motives and the
behavior of consumers largely depends on these motives. If marketers
are able to identify these motives, they can satisfy the needs of their
customers. On the other hand, perception is the process or ability to
see, hear, or become aware of something through the senses. Therefore,
it is critical operationally and cause behavior in a certain way.
Learning
Learning is the process of acquiring knowledge or skills through

study, experience, or being taught. There are various theories of
learning but S-R Model- Stimulus-Response learning theory is very
useful to modern marketers. Learning brings changes in behaviour and

learning is the product of reasoning, thinking, information processing
and of course perception. The process of learning in consumer behavior
executes in 3 ways viz. 1) Drive or need as a strong stimulus motivate
the person or buyer; 2) Cues determine when the individual or buyer
will respond (strong or weak cue); 3) Individual will choose a specific
stimulus for satisfying his/her need or desire. For e.g., A hunger’s
need is satisfied by visiting a shop indicated by an advertisement and
buying the specific food product. If the experience is satisfactory, this
response of satisfaction is strengthened, and the relationship between
the need, product and advertisement is firmly established.
Fig. 1: Psychological Factors Affecting Consumer Behavior

(Source: www.bing.com)
Attitudes and Belief
Individual’s attitudes are the mixtures of beliefs, feelings, and

tendencies to behave in a particular way. Therefore, it plays a crucial
role in buying behavior, If managers focuses on the favorable beliefs,
feelings, and tendencies that will surely lead to the favorable outcomes
in buying behavior.
Other Factors
Some other factors such as social media, personality traits, and

prior customer experience all play a vital role in the consumer decision-
making process. Marketers should pay attention to consumer behaviour
because, consumers want companies to understand and adapt to
their needs and expectations. It has been observed on the S & amp;
P 500 Index, that companies who excel at customer service outscored

companies that don’t consider customer feedback. Marketers must
comprehend client purchasing behaviour, including what motivates
customers to acquire certain items and services over others, as well
as what prevents them from purchasing specific things or approaching
certain companies. Several factors influence each consumer, which are
discussed in greater detail.
METHODS TO IMPROVE BUYING BEHAVIOR

Consumers flock to a company or brand that not only solves, but
also communicates, consumer problems in real time. Rather than
wasting money on unnecessary goods, they prefer to make investments.
Most customers assume that every purchase they make should provide
them with some benefit. As a result, consumer behaviour insights are
derived from the marketing plan of a company. Consumer behaviour is
heavily studied, analysed, and used into marketing efforts by brands.
This includes things like what a marketer should generate for their
digital platforms, such as blogs and other content mediums, the
kinds of tales a company tells through still and video content, display
adverts, and even how a brand adapts its product lines to give what
the consumer wants.
FEEDBACK FROM CONSUMERS VIA ONLINE AND OFFLINE CHANNELS

Companies acquire information on customers through a variety of
online and offline channels, which is then used to improve a brand,
product, or service.
•• Online Sources: Data kept in customer relationship
management systems, third-party information sourced from
secure websites, social media channels, data collected through
campaigns and platforms, website clickstreams, and so on are
all examples of online sources.
•• Offline Sources: Contact information, loyalty information,
emailers, transaction histories, and other offline sources
SOCIAL INTELLIGENCE
Listening to customers and knowing what they want, need, and
expect from a brand in terms of product pricing, value, and utility is
what social intelligence is all about. The way a consumer perceives
a brand, as well as its advertising and digital collateral, can all help
firms boost profitability. To increase sales, marketers spend money on
commercials, social media campaigns, e-mailers, and other methods.

However, rather than guessing, it’s always best to listen to what a person
wants and needs. Gauging and comprehending social intelligence leads
to informed marketing.
Understanding Psychology of Buying Behaviour
Understanding consumer psychology has grown in popularity

in recent years. Consumer behaviour is studied to provide insights,
which are then used to help a brand or company flourish. Consumer
psychologists look into the following characteristics of buying habits:
•• Based on personal preferences, how a consumer choose firms,
products, or services.
•• A consumer’s emotions and mental process have a role in their
decision.
•• Family, friends, work, and other cultural or seasonal influences
all have an impact on purchasing decisions.
•• The reason for selecting one product over another.
•• Personal characteristics that influence a person’s purchasing
decisions.
A trained consumer psychologist can help sellers promote their
items, increase their online marketing channels, and help businesses
figure out where they’re going wrong by understanding their customers’
buying and spending habits. Understanding the psychology of
customers can help with:
•• Carrying out market research
•• Creating marketing materials
•• Consumer attitudes and behaviour are being studied.
•• Educating and training businesses and brands on how to use
products and services
•• Marketers eventually use the data gathered from all of these
insights to effectively reach out to their target audience and
demographic, as well as find and engage with new customers.
CONCLUSION
Understanding consumer behaviour is important because it aids
in the reinforcement of positive views about products and services,
forming new and emerging habits, maintain habits related to consumer
purchasing and purchasing decisions, align your messages to the
thinking of your target audience and investigate consumer attitudes
Fig. 2: The methods of improving consumer behavior

Source: www.moengage.com
and behaviour at a finer level. It has been drawn from the above
analysis that marketers need to understand consumer purchasing
behaviour, especially in today’s digital world. Marketers may quickly
learn consumer expectations, preferences, and what helps a brand
retain a customer by using consumer behaviour insights and data.
These insights are critical and can be used to better understand
purchase patterns and behaviour, which can have a significant impact
on a company’s and brand’s entire growth structure. Beside this it
is imperative to consider different psychological, social, ethnographic
and cultural variables to understand consumer behavior and design
the product according to the need and satisfaction level of consumers.
REFERENCES
Assael, H. (1987), “Consumer Behaviour and Marketing Action”, PWS-Kent Publishing,
Boston, MA. Cited in Watson, A., Viney, H., and Schomaker, P. (2002),
“Consumer attitudes to utility products: a consumer behaviour perspective”,
Marketing Intelligence & Planning, Vol. 20, No.7, pp. 394-404
Babakus E. T., Cornwell B., Mitchell V., Schlegelmilch B. (2004). Reactions to unethical
consumer behaviour across six countries. Journal of Consumer Marketing, 21, 254
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Khambatta, P., Dai, H., Logg, J. M., and Newman, D. T. (2019). The Future of Work:
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Index
Culture, 95
A Expectations, 33
Act as Desiring Machines, 37 Market Relationship (CMR),
Acute Respiratory Syndrome, 32 38
Allostatic Load, 22 Corporate Acquisition Behaviour,
24
Art of Commodification, 140
COVID-19, 29
B Crypto-Currencies, 87
Cultural Factors, 55
Behavioural Finance, 127 Current Trends and
Behaviours Towards Mobility of Psychological Models in the
Vehicles, 53 Marketing World, 95
Bibliometric Analysis, 89 Customer Lifetime Value (CLV),
Big-Five Model, 128 30
Brand Image, 1 Relationship Management
Budgetary Restrictions, 58 (CRM), 29
Retention, 29
Business Cycles, 46
Retention Strategies, 33
Strategies, 29
Satisfaction, 1
C
D
Colleague Chit-Chat, 64
Data Source, 90
Commodity, 95
Designing Machine as A Product,
Complex Buying Behavior, 57 141
Concept of Well-Being, 63 Desiring Machines, 40
Conman’ in the Market, 37 Determinants Of Work-Life
Consumer Behavior, 43 Balance, 104
Brand Relationship (CBR), Dharma, 110
38
Index 155
Disadvantaged Groups, 22
I
Domestic and Economic
Activities, 14 Impact on Automobile Industry,
54
E of Covid-19 on Consumer
Attitudes, 53
Economic Goods, 95
Income Expectations, 46
Model, 100
Factors, 46 Increasing Concern for Nature
and Environment, 99
Engel Blackwell Kollat Model,
100 Indian Ethos, 110
Ethnicity, 22 Industrial Buying Model, 100
Ethnography, 79 Inflation, 46
Interiorising Management, 115
F International Organization
of Motor Vehicle
Family Decision Making Model, Manufacturers (IOMVM), 55
100
IT Enabled Services (ITES)
Income, 46
Industries, 16
Fandom Matrix, 39
Fear of Oppression in Public K
Transport, 58
Financial Literacy for Crypto- Karma, 110
Currencies in India, 87 Yoga, 114
Financial Literacy, 88
Planning, 126
L
Flow Experience, 44 Life Components, 17
Flows of Psyche, 139 Cycle, 13
Forward Caste (FC), 22 Literature Analysis, 115
Fuss Free Online Shopping, 99
M
G
Market Flow, 95
Global Pandemic, 95 Mental Health and Psychological
Consciousness, 98
H Middle East Respiratory
Syndrome, 32
Health Consciousness Among
Mind Makers of an Individual,
Consumers, 98
141
Howarth Sheth Model, 100
More Concern for Community,
98
Motivation, 57 Poor Work-Life Balance, 105

Multidimensional Work Ethic Price, 82
Profile (MWEP), 116 Product, 82
Professional Space, 13
N Promotion, 82
National Ethos, 111 Psychological Factors, 57
Nicosia Model, 100 Model, 100
Psychology of Consumer and
O Consumer Behavior, 45
Omni-Channel Strategy, 34 R
Ontology of Assemblage Flows,
38 Reconstructing Work Life
Organization Internationale Balance, 103
Des Constructeurs Repurchase Intentions, 1
d’Automobiles (OICA), 55
Other Backward Castes (OBC), S
22 Sadhna, 110
Output Model, 100 Search Engine Optimization
(SEO), 34
P Self-Introspection, 115
Pandemic and Work Life Balance Self-Motivation and
of Employees, 63 Development, 114
Paradigm Shift in Organizational Social Environment, 105
Studies, 21 Factors, 56
Pavlovian Model, 100 Identity and Organizational
Pearson Correlation Technique, Behavior, 22
10 Separation, 30
Perception, 57 Sociological Model, 100
Personal Factors, 56 Socio-Psychological Factors
Income, 46 Hampering Work Life
Space, 13 Balance, 70
Psychological Factors, 72
Personality Traits, 126
Psychological Paradigms,
Persuasion Science, 120 21
Persuassion Principles for Stay-At-Home, 30
Marketing Strategy, 121
Structure of Scientific
Physical and Mental Activity, 54 Revolutions, 25
Place, 82
Index 157
T W
The Fandom Matrix, 39 Web of Science Core Collection
Gestalt in Web Design, 143 (Wos), 90
Triple Bottom Line, 111 Work Environment and Health,
72
U Worklife Balance, 15
Balance in Professional and
Understanding Flows Experience
Personal Space, 13
on Psychological Level, 44
World Health Organization, 32
V
Y
Virtual Workers and Learner, 99
Yogah Karmasu Kaushalam, 114
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The Relevance of Indian Ethos and Ethical Values in

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Yash Pal Azad

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The idea of this edited volume came to us over a general discussion

A Note From Editors Desk… vii

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Several definitions and meaning had been given in context of brand

Customer satisfaction had been defined by Russell, McColl and

Repurchase intention could be termed as the customer’s intention

Brand Image, Customer Satisfaction and Repurchase Intention

Studies had shown the significant impact of brand image on

OBJECTIVE OF THE STUDY

HYPOTHESIS OF THE STUDY

The theoretical scope of the study is limited to brand image,

Research design for the present study is empirical research design

Sampling Technique and Sample Size

Convenient judgmental sampling technique was used to collect

The research instrument used in this study was a Structured

Data was collected by the self-administered questionnaire by survey

Statistical Techniques Used

ANALYSIS OF THE RESULTS

Table 1: Frequency Analysis of Demographic information on the basis of Gender

Table. 1: shows the frequency of Gender as all the respondents are

Table. 2: shows the educational qualification of the respondents as

Table. 4: shows frequency of buying clothes by the respondents.

Table 5: Frequency of buying accessories

Table. 5: shows the frequency of buying accessories. Result shows

Table. 6: shows the frequency of buying footwear by the respondents.

Table. 7: shows the frequency of buying personal care products by

Table 8: Frequency of buying gym & sports

Table. 8: shows the frequency of buying gym and sports products

To find out the satisfaction level of the respondents about the

To know whether the respondents would return to the same brand,

Pearson Correlation Technique

Table 9: Descriptive Statistics

Mean Std. Deviation N

Table 10: Correlations

The correlation matrix is showing that there is a significant

LIMITATIONS AND FUTURE RESEARCH

This study is restricted to only Chandigarh city; responses could be

Seetharaman, A., Nadzir, Z. A. B. M., & Gunalan, S. (2001). A conceptual study on

Elucidating Work-life Balance

Work-life balance starts with picturing working companions’

existent relations-job logical inconsistency is investigated through the

Work Life Balance

Studies conducted on work life balance, Konrad and Mangel (2000)

On the other hand, Casanova, M (2001) found that a large number

Work Components and Work-life Balance

Studies conducted on work components and work life balance,

superiors and co-workers. Several research investigations have found