Jodhamal student’s research paper published in Int’l Journal

Excelsior Correspondent

JAMMU, Aug 29: Adhvik Mahajan, a Class XII Commerce student of Jodhamal Public School, has achieved a significant academic milestone with the publication of his research paper in the International Journal of Advanced Research (IJAR), an international peer-reviewed journal.

Titled "How in-store factors influence purchase decisions in a traditional ethnic retail setting," the 10,000-word study examines consumer behaviour in Jammu's traditional ethnic wear sector. It analyses the impact of staff behaviour, store ambience, product presentation, trial-room experience and customer engagement on purchase decisions and spending.

The study addresses the relatively limited research on retail environments in tier-two cities and uses primary customer survey data under the Stimulus-Organism-Response framework. It also offers practical strategies for small and medium-sized ethnic retailers.