International Journal of Engineering and Management Research
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Marketing Strategy that Helped Oziva: The Health and Wellness Brand
Full text linkFast life and life choices has a huge impact on our lifestyles and health which mostly drain us physically or mentally. OZiva, a plant-based clean-label nutrition and wellness brand, has thus leverage this fast pace life and capitalizing on the situation came up with quick solutions to modern day problems which they promoted via social media , digital marketing and through paid collaboration . This paper examines the marketing strategies adopted by Oziva which helped them in brand positioning and attain customers to create the brand loyalty they have now while also increasing their sales revenue. The study is based on secondary data, case analysis, and observation of digital marketing practices. Findings suggest that OZiva’s strategies to position their brand according to their values through paid collaborations with trusted influencers have given them a safe viable place to influence the consumers and thus had adopted a customer centric approach
Dark Pattern Marketing Practices and their Impact on Consumer Trust and Decision-Making
Full text linkDark pattern marketing practices refer to deceptive digital design techniques that influence consumers to make decisions they might not otherwise choose. With the increasing use of online platforms, such practices have become common in digital marketing environments. This study examines how dark pattern marketing practices affect consumer trust and decision-making. Existing research shows that techniques such as hidden costs, misleading scarcity, and forced continuity reduce consumer autonomy and create confusion during online transactions.
The literature further indicates that while dark patterns may increase short-term conversions, they negatively impact consumer trust and long-term brand relationships. Studies also highlight that many consumers remain unaware of these practices, making them more vulnerable to manipulation. Overall, the findings suggest that dark pattern marketing practices pose ethical challenges and emphasise the need for transparent marketing strategies and stronger regulatory oversight to protect consumer trust in digital marketplaces
Emerging Fitness Market in India with Special Reference to being Strong Fitness Equipments Company: A Case Study
Full text linkThe Indian fitness industry is undergoing a paradigm shift from being an elite, metro-centric sector to a mass-adopted lifestyle industry. The increasing prevalence of lifestyle-related diseases, growing health consciousness, social media awareness, celebrity endorsements, and government initiatives have significantly contributed to its rapid expansion. Within this dynamic ecosystem, Being Strong Fitness Equipments Company, promoted by Salman Khan, has created a strong brand presence by offering high-quality, affordable, and domestically manufactured fitness equipment. The company not only focuses on gyms and fitness clubs but also targets corporate, schools, institutions, and individual home users. This case study examines the fitness industry in India, traces the journey of Being Strong, and evaluates its strategies, opportunities, and challenges. It also addresses dilemmas such as whether fitness should be marketed as a necessity or a trend, the sustainability of celebrity-backed brands, and balancing long-term brand value with short-term fitness fads
Influence of Environmental Factors on Handloom Machine Workstation
Full text linkHandloom micro-enterprises often operate in environments characterized by high noise, fluctuating humidity and temperature, poor lighting, and insufficient ventilation—factors known to impact both weaver health and productivity. This paper investigates the influence of these environmental variables on handloom workstation performance and explores optimization strategies including dimensional analysis for scalable process improvements. In this paper, focus is to examine, how humidity control enhances fabric tensile strength; how temperature and air quality influence weaver fatigue; and how ergonomic and environmental modifications can reduce musculoskeletal disorders. Through a structured framework, the study outlines how integrating environmental controls with lean and experimental techniques can elevate productivity, quality, and worker well-being in resource-constrained handloom operations
Estimating the Direction and Magnitude of Substitution Effects in MLB Event Attendance
Full text linkWe estimate the magnitude of the negative impacts (or substitution effects) caused by NHL or NBA games with schedule conflicts on the attendance demand of MLB games. In particular, we aggregate such substitution effects over three different factors such as temporal aggregation factors (e.g., years and days of the week), team aggregation factor (e.g., each MLB team), and team performance aggregation factor (e.g., each MLB team’s performance). Overall, we observe that NHL and NBA games that have schedule conflicts with MLB games more significantly negatively impact the attendance on MLB games during the weekdays (in particular, Thursday and Wednesday) than MLB games during the weekend. We also observe that MLB teams in high standings suffer less from negative substitution effects than MLB teams in low standings in the division. In particular, when MLB teams are in a losing streak, spectators show their deepest disappointments in their teams and avoid to attend MLB games in stadium
Wearable Technologies and AI in Asthma Management: A Literature Review on Adherence Challenges and Innovations in Asthma Care
Full text linkAsthma is among the most critical global health disorder affecting around 260 million individuals worldwide with significant mortality rates, particularly in India where it accounts for over 40% of global asthma deaths despite representing only 13% cases of the world. A fundamental challenge in asthma management arises from inhaler misuse, forgetfulness of inhaler, and absence of real-time monitoring integrated with drug delivery. This literature review examines emerging technologies in asthma management with a focus on wearable sensors, contactless monitoring systems, artificial intelligence (AI), machine learning (ML) applications and real-time drug delivery. A comprehensive examination of published literature reveals that while digital health interventions, including mobile health applications (SaniQ Asthma, Propeller), wearable vital signs monitoring (ECG, PPG sensors in smartwatches and rings), and predictive AI algorithms have demonstrated measurable improvements in medication adherence (14–47% gains) and exacerbation prediction (83–90% sensitivity), critical gaps still persist. Specifically, no integrated system currently combines real-time respiratory monitoring with automated drug delivery mechanisms, and implementation barriers in low-resource settings remain underexplored. Additionally, inhaler misuse affects 70% of patients globally, forgetfulness of inhalers contributes to emergency hospitalizations averaging ₹62,500 in India, and privacy concerns threaten AI adoption. This review identifies key literature-derived principles like continuous wrist-worn monitoring, predictive algorithms, and mobile integration that may address persistent accessibility and adherence barriers. Future research must prioritize cost-effectiveness analyses, data security frameworks, and implementation strategies tailored to India\u27s out-of-pocket cost constraints and specialist access inequalities. These efforts are essential for reframing asthma care from reactive symptom management to proactive, equitable intervention
An Empirical Analysis of Financial Performance and Solvency Position of Selected Public Sector Banks with Parametric Statistical Techniques
Full text linkAt the present time, people are closely connected with many financial activities in their daily lives. Our financial system has different sectors that help individuals and businesses meet their financial needs. in a competitive scenario the banking sector plays a major and very important role in the economy. financial system includes Banks to collect deposits, provide loans, and support economic growth. In addition to in recent years, many banks have been facing serious problems related to their solvency position. Our study focuses on a comparison of the solvency position of two major banks: Punjab National Bank (PNB), which is a public sector bank, and Axis Bank, which is a private sector bank. The main objective our paper is to examine and compare the financial strength by using financial statement analysis from their annual report. In our research paper several key financial ratios such as the NPA ratio and the Capital Adequacy Ratio (CAR) have been calculated. it help in understanding the ability of banks to meet their long-term obligations and manage financial risks. We also used the modified Altman’s Z-score model to get an overall view of the financial health of both banks. To check the statistical significance of the results, we applied a single-factor ANOVA test on the Z-score and selected financial ratios. This helped us to identify whether there is any significant difference in the solvency position of the two banks
Problems of Bee Farming in Rural Maharashtra: A Case Study of Patgaon Village
Full text linkBee farming (Apiculture) has emerged as a significant allied agricultural activity with strong potential for income generation, rural employment, and ecological sustainability. In rural India, particularly among marginal and small farmers, beekeeping provides a low-investment livelihood option that complements traditional agriculture and enhances crop productivity through pollination. This study examines the problems and prospects of bee farming in Patgaon village, Maharashtra, using primary data collected from 100 beekeepers. The analysis focuses specifically on production challenges, environmental constraints, infrastructural and marketing limitations, institutional support, and future growth opportunities.
The findings reveal that while beekeeping in Patgaon village benefits from strong government and cooperative support, high market demand, and favorable price realization, it faces serious challenges such as climate variability, pesticide exposure, disease control difficulties, lack of veterinary assistance, inadequate packaging and value addition facilities, seasonal income instability, and inconsistent market access. Despite these challenges, beekeepers demonstrate strong willingness to expand operations, adopt improved practices, engage in training, and participate in cooperatives. The study concludes that bee farming in patgaon village has strong growth potential as a sustainable rural enterprise, provided that targeted interventions are implemented to strengthen technical support, infrastructure, market linkages, and institutional mechanisms
An Investigation into the Regulation of Artificial Intelligence in Financial Markets Using Organisational Responses and Legislative Barriers
Full text linkThe swift adoption of Artificial Intelligence has completely transformed how trading is conducted, how risks are managed, and the decisions made in financial markets. However, this transformation now raises significant financial and legal challenges. Issues such as market manipulation, clarity over algorithm transparency, ethical use of AI, and compliance with prevailing financial regulations have gained the attention of major concerns for businesses and governments. This work explores how legal frameworks around AI in financial markets change, including under international laws, methods to train the AI system, and how the rules are enforced. It also demonstrates how financial regulators can achieve market stability, protect investors, and ensure that AI is responsibly used. The paper addresses that regulation should be done in a way that is neither unfair nor one-sided, to accord substantial impetus to innovation at low risk
Ergonomic Postural Risk Monitoring of Worker Working on Lathe Machine
Full text linkThe operation of lathe machines in manufacturing industries often exposes workers to awkward postures, repetitive motions, and prolonged static positions that may contribute to musculoskeletal disorders (MSDs) and reduced productivity. Ergonomic assessment and monitoring of postural risks are therefore essential to ensure worker safety, efficiency, and overall well-being. This study focuses on the ergonomic postural risk monitoring of workers operating lathe machines using observational methods and posture evaluation tools such as RULA (Rapid Upper Limb Assessment) and REBA (Rapid Entire Body Assessment). The analysis highlights high-risk postures associated with bending, twisting, and extended arm reach during machining, loading, and unloading tasks. Data collected were further examined to identify critical risk zones and propose corrective ergonomic interventions such as workstation redesign, tool placement optimization, and work-rest scheduling. The findings indicate that ergonomic interventions not only minimize postural risks but also enhance operator comfort, reduce fatigue, and improve productivity. This study emphasizes the importance of integrating ergonomic monitoring systems into machine shop environments for sustainable industrial practices