Volume 13 | Issue 2 |

 Abstract

This study explores customer perception of Flipkart's selective marketing strategies in the Madurai district of Tamil Nadu, focusing on the Big Billion Days sales event and the Flipkart Plus loyalty program. With the rapid expansion of e-commerce in India, Flipkart has leveraged targeted marketing to enhance engagement in tier-2 cities. Using a descriptive research design, data was collected through surveys and structured questionnaires from Flipkart users in Madurai. The findings reveal that younger, educated, and middle-income consumers form the core customer base, with social media playing a crucial role in marketing awareness. Regression analysis indicates that the impact of Flipkart's strategies significantly influences customer loyalty, while ANOVA tests show variations in product preferences based on income levels. However, preferences for discounts and Flipkart Plus benefits remain largely consistent across income groups. These insights highlight the need for Flipkart to refine its localized marketing strategies by targeting diverse consumer segments, optimizing promotional campaigns, and enhancing the value of its loyalty programs. The study provides actionable recommendations to improve customer engagement and satisfaction, ensuring Flipkart's sustained growth in emerging markets like Madurai.

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 Keywords

Flipkart, Selective Marketing, Big Billion Days, Flipkart Plus, Customer Perception, E-commerce, Madurai, Consumer Behavior, Customer Loyalty, Marketing Strategies, Digital Marketing, Promotional Campaigns, Customer Engagement

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Creative Commons Attribution 4.0 and The Open Definition

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The increasing environmental concerns and rising fuel costs have driven the demand for alternative fuel technologies in the automotive sector. This study explores consumer perception towards CNG-fueled bikes in Bajaj, with a special focus on Coimbatore, a city known for its industrial growth and environmentally conscious consumers. The research examines consumer awareness, purchase intentions, and key factors influencing the adoption of CNG bikes, including demographic influences, environmental concerns, economic benefits, and perceived performance and safety. Using a mixed-method approach, the study incorporates both qualitative and quantitative data, employing statistical tools such as ANOVA, regression, and Chi-Square tests. The findings reveal that while consumers recognize the environmental benefits and cost-effectiveness of CNG bikes, concerns over infrastructure, limited refueling stations, and performance issues hinder adoption. The study highlights the need for targeted awareness campaigns, improved infrastructure, and government incentives to promote the use of CNG-powered two-wheelers. Manufacturers like Bajaj should focus on consumer education, emphasizing long-term savings and enhancing marketing strategies to drive demand. This research provides valuable insights for automobile manufacturers, policymakers, and environmental advocates to support the transition towards sustainable two-wheeler transportation in India.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Consumer perception, purchase intention, economic benefits, fuel efficiency, environmental awareness, performance and safety, infrastructure availability, alternative fuel vehicles, market adoption, and CNG-fueled bikes.

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Creative Commons Attribution 4.0 and The Open Definition

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It is well recognized that phytochemicals derived from plants may contain anti-inflammatory properties. Numerous research have documented the potential ability of medicinal plants' pure chemicals, crude extracts, and metal/metal oxide nanoparticles (M/MONPs) to reduce inflammation and treat disease. This paper reviews the present state of research on medicinal plant phytochemicals and their nanoparticles as anti-inflammatory medicines based on multiple investigations. About fifty medicinal plants were found to have phytochemicals that represent the class of flavonoids, terpenoids, polyphenols, saponins, tannins, alkaloids, anthraquinones, chemical constituents of essential oils, and some of their M/MONPs for the treatment of inflammatory illnesses. These plants' natural compounds showed encouraging anti-inflammatory properties to treat inflammatory illnesses of the skin, liver, heart, joints, gastrointestinal tract, nervous system, and lungs.. Additionally, a brief synopsis of the mechanism of action of phytochemicals and their M/MONPs agents against inflammation is provided. Numerous investigations into the phytochemistry, M/MONPs, and anti-inflammatory properties of phytochemicals derived from medicinal plants have produced new, safe medication with fewer adverse effects. As a result, this review might encourage researchers to look more closely at the use of natural medicinal plant items and their nanoparticles to treat various illnesses.By blocking the cyclooxygenase enzyme isoform from metabolizing arachidonic acid, which reduces prostaglandin formation, a number of nonsteroidal anti-inflammatory drugs have been shown to reduce pain and inflammation. Unfortunately, there are certain side effects associated with the administration of nonsteroidal anti-inflammatory drugs. However, certain therapeutic herbs have anti-inflammatory qualities that are either insignificant or have no negative consequences. On the African continent, there are several medicinal plants with anti-inflammatory qualities that have been shown to be effective in treating inflammatory disorders in traditional medicine. It's interesting to note that scientists have investigated several of these African medicinal plants and documented their biological and therapeutic qualities. Sadly, not a single review has documented the anti-inflammatory properties of medicinal herbs from around Africa.Uses of anti-inflammatory medicinal herbs and ethnobotanical knowledge from It has been demonstrated that certain nonsteroidal anti-inflammatory medications can lessen pain and inflammation by preventing the cyclooxygenase enzyme isoform from metabolizing arachidonic acid, which lowers prostaglandin synthesis. Regretfully, the use of nonsteroidal anti-inflammatory medications is linked to some adverse consequences. The anti-inflammatory properties of some medicinal herbs, however, are either negligible or have no adverse effects. Traditional medicine on the African continent has demonstrated the effectiveness of a number of medicinal plants with anti-inflammatory properties in the treatment of inflammatory diseases. Interestingly, researchers have studied a number of these African medicinal plants and recorded their biological and therapeutic properties. Regretfully, no review has confirmed that medicinal herbs from all over Africa have anti-inflammatory qualities.Medicinal plant uses that reduce inflammation. It is important to describe the ethnobotanical knowledge and applications of anti-inflammatory medicinal plants from a small number of selected countries that represent different parts of the African continent. This study describes the anti-inflammatory qualities of a number of medicinal plants from different geographical regions of Africa in order to demonstrate the diversity of medicinal plants with traditional or therapeutic usage in the continent.

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 Keywords

INFLAMMATION, LOCAL PLANTS, MEDICINAL PLANTS, ANTI-INFLAMMATORY ACTIVITY, IN-VIVO MODELS ,MARKER COMPOUND

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Creative Commons Attribution 4.0 and The Open Definition

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CSR activity in advertising is not just a scheme for social welfare; in recent eras, it's a pedestrian process to create a brand image among viewers and consumers. This research paper is primarily based on secondary data which aims to identify the correlation between Corporate Advertising and Corporate Social Responsibility in modern advertising trends. The study also emphasizes how advertisers create brand awareness under the spectrum of their products by promoting social messages for society. The study also includes a historical analysis of CSR (Corporate Social Responsibility) advertising and its creative approach to promoting a brand by conveying a social message to the viewer. This research also analyzed the active participation and involvement of corporate brands in the nation-building activity by the triple bottom line concept which is people, profit, and planet. During COVID-19 along with the government's social awareness campaign, a few brands also contributed with some corporate social campaigns are also taken into account. India is a developing country and the maximum population of this country is youth. The study also refers to the impact of Corporate Social Advertising on youth and how these advertisement leads to behavioral changes as well as sales generation are also being discussed.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Advertising, CSR, Society, Social Responsibility, Corporate Advertising.

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Creative Commons Attribution 4.0 and The Open Definition

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In the following research paper authors have emphasized the role of corporations and their governance in promoting environmental sustainability. This research highlights the public opinion and their views on this topic, of which data is collected through an online survey. The purpose of the study is to systematically outline all the critical areas that play a key role in maintaining the environment healthy from the side of the corporations. The research paper also highlights the concept of corporate social responsibility and its legal aspects.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Corporate Governance, Sustainable development, Environment, Transparency

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

The way we teach English has changed dramatically in recent years due to globalization, advancements in technology, and the evolving needs of learners. However, English Language Teaching (ELT) still faces several challenges, such as catering to diverse linguistic backgrounds, ensuring quality teacher training, and integrating technology effectively. This paper delves into these issues while exploring innovative methods like task-based learning, blended instruction, and artificial intelligence applications. By bridging the gap between conventional and modern teaching approaches, this study offers insights into making ELT more effective and engaging. Additionally, we discuss policy recommendations that can help improve ELT in various educational settings.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

English Language Teaching, Multilingual Classrooms, Blended Learning, AI in Education, Task-Based Learning, Teacher Training, Communicative Competence

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

The demand for Greater Tipraland--a self-governing region for the tribal communities in Tripura--has steadily gained momentum over the past two decades. This rise in support stems from a growing sense of ethnic pride and long-standing feelings of marginalization within the tribal population, particularly in light of historical changes that followed India's Partition.This study explores the roots of the Greater Tipraland movement and examines its social and political impact on inter-community relations, while also assessing its potential to ignite conflict. The research adopts a multi-method approach, combining insights from news articles, reports with data from a structured survey conducted among students at Tripura University, representing both tribal and non-tribal backgrounds. A total of 70 individuals were surveyed, revealing a significant divide: 88.6% of tribal participants supported the demand for Greater Tipraland, in contrast to only 2.9% of Bengali respondents.The call for Greater Tipraland highlights the political inequalities that persist in Tripura. To preserve peace and ensure sustainable development, policymakers must approach this issue with sensitivity and inclusivity. Addressing the historical grievances of tribal communities, while promoting equitable growth for all, will be key to fostering harmonious relationships among the diverse groups in the region.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Greater Tipraland, Ethnonationalism, Tribal Autonomy, Tripura, Conflict Resolution, Indigenous Rights, Intercommunity Relations

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

In a time of fast changing digital landscapes and linked global systems, the convergence of cybersecurity and international relations has grown in importance. National security, international stability, and economic resilience have all faced previously unheard-of difficulties as a result of the growth of cybe-rthreats, such as ransomware attacks, data breaches, and cyber-espionage. With an emphasis on state-sponsored cyber-warfare, non-state actors, and the weaponization of cyberspace, this study explores the new challenges in cybersecurity in the framework of international relations. It examines the approaches taken by countries to deal with these issues, placing special emphasis on the creation and application of global regulations and cooperative structures.Thepaper explores how cybersecurity breaches affect diplomatic ties, focusing on noteworthy instances including cyberattacks on vital infrastructure and meddling in democratic processes. It also looks at how international institutions like the UN, NATO, and regional alliances might support a cyber order based on norms. The study also evaluates the ethical and legal aspects of cybersecurity, such as the difficulties in identifying particular actors responsible for cyberattacks, the creation of standards guiding state conduct in cyberspace, and striking a balance between cybersecurity precautions and individual privacy rights.The study also assesses current legislative initiatives as standards for global best practices, including the General Data Protection Regulation (GDPR) of the European Union and the Cybersecurity and Infrastructure Security Agency (CISA) of the United States. The study finds weaknesses in current systems and makes practical suggestions for enhancing global cybersecurity governance by examining case studies and policy frameworks. In order to reduce cyber threats and guarantee a safe digital future, the report emphasizes the necessity of a multi-stakeholder strategy encompassing governments, businesses, and civil society organizations.It seeks to educate practitioners, academics, and politicians on the vital necessity of giving cybersecurity top priority in diplomatic agendas and promoting a safe, resilient, and inclusive online environment.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Cybersecurity, International Relations, Cyber Threats, State-Sponsored Cyber Warfare, Cyber-Espionage, Cyber Policies, Global Cybersecurity Governance, Data Privacy, Cyber Norms, Collaborative Frameworks.

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Indian investors have traditionally relied on fixed deposits (FDs) as a cornerstone of their investment portfolios due to the perceived safety and guaranteed returns these instruments offer. However, recent economic shifts--characterized by declining FD yields, evolving taxation policies, and enhanced market transparency--have paved the way for debt mutual funds (DMFs) to emerge as a compelling alternative. This research paper investigates the multifaceted reasons behind the increasing preference for DMFs over FDs, emphasizing the comparative advantages in terms of post-tax returns, liquidity, and the overall risk-return trade-off. Employing a robust mixed-method research design, the study integrates primary data obtained from a comprehensive survey of 500 investors--including retail investors, financial advisors, and institutional stakeholders--with qualitative insights drawn from detailed case studies. These case studies encapsulate individual portfolio rebalancing strategies and corporate treasury management practices, notably highlighting how institutions such as HDFC Bank have restructured their liquidity management through the adoption of DMFs. Complementary secondary data from regulatory reports, academic literature, and market performance analyses further contextualizes the findings. Empirical results indicate that nearly 45% of surveyed investors have partially shifted their investments from FDs to DMFs in the past five years. The transition is largely attributed to the enhanced tax efficiency provided by DMFs--primarily due to the benefits of indexation on long-term capital gains--as well as their superior liquidity and flexibility. Despite the moderate risks associated with market volatility and credit defaults inherent in DMFs, the potential for higher inflation-adjusted returns appears to outweigh these concerns for a significant segment of investors. The study concludes by offering targeted policy recommendations aimed at further enhancing investor literacy, reinforcing credit risk management protocols, improving market liquidity mechanisms, and revisiting taxation frameworks. Collectively, these measures are expected to support a more balanced and resilient fixed-income market in India, where a diversified portfolio incorporating both FDs and DMFs can achieve an optimal risk-return equilibrium in a rapidly evolving financial landscape.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Debt Mutual Funds, Fixed Deposits, Tax Efficiency, Investor Behaviour, Risk-Return Trade-off, India

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

This project addresses critical water quality issues by developing a system for real-time waterquality monitoring and ground-level water analysis. Traditional water monitoring approacheshave limitations, such as delayed data collection and limited data accuracy, which impedetimely pollution detection and response. This study proposes an Internet of Things (IoT)-based solution to bridge this gap, focusing on creating a sensor network that enables continuous monitoring of water quality in industrial and domestic water sources. Utilizing devices like the Arduino Uno, ESP8266, and various sensors--including those for temperature, pH, turbidity,Total Dissolved Solids (TDS), and conductivity--the system gathers data on essential waterquality parameters. This data is then processed and visualized using the ThingSpeak platform, allowing real-time updates accessible to stakeholders.The system's core methodology includes sensor data acquisition, preprocessing, and analysis via machine learning models to assess water quality trends and predict pollution risks. With a focus on adaptability, the system supports varied environmental contexts, enhancing its utilityacross different water bodies. This research contributes significantly to sustainable water management, especially in pollution-prone industrial zones, by offering a scalable, real-time solution for continuous water quality assessment. The implementation of this system has the potential to inform and improve water resource policies, reinforcing environmental and publichealth protection.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

1.Water Quality Monitoring 2.Groundwater Level Prediction 3.Machine Learning 4.Environmental Monitoring 5.Water Contamination 6.Data-driven Prediction 7.Groundwater Management 8.Artificial Intelligence (AI)

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Creative Commons Attribution 4.0 and The Open Definition