International Journal of Research -GRANTHAALAYAH

AN AHP BASED EXPERT STUDY OF INTRINSIC PSYCHOLOGICAL DETERMINANTS OF APPAREL PURCHASES IN AN INDIAN METROPOLITAN CITY

Bratin Maiti, Dr. Malini Majumdar, Dr. Protik Basu — Wed, 31 Dec 2025 00:00:00 +0000

In today’s competitive market, understanding the drivers of consumer purchase decisions is critical for the retailers. This study uses an expert based Analytic Hierarchy Process (AHP) to prioritize six intrinsic psychological factors namely motivation, attitude, perception, learning, personality and self-esteem believed to influence apparel purchase decisions in Kolkata’s organized retail sector. Three domain experts selected on the basis of their experience provided pairwise comparisons. Group judgments were aggregated using the geometric mean method. Individual and aggregated values of maximum eigenvalue (λ max), consistency index (CI) and consistency ratio (CR) were computed. All CR values were below 0.10, indicating acceptable consistency of expert judgments. Final AHP results revealed motivation (44.72%) as the most influential factor, followed by attitude (24.30%), perception (14.42%), self-esteem (7.43%), learning (7.05%), and personality (3.45%). Results of the study suggest marketers to concentrate on motivational stimuli, attitudinal interventions, perceptual cues and communication strategies to influence customers for purchase. However, small expert panel, lack of direct consumer feedback and confinement to one city are limitations of the study. Future studies with more experts and consumer feedback across different cities can validate the findings. Multi-criteria decision approach for pair wise comparison and ranking of internal factors adds to the literature in the area of consumer psychology. The study provides practical recommendation to the marketers to shape consumer perception and their purchase behaviour.

ŚAṄKARADEVA AND SATTRIYA DANCE OF ASSAM A STUDY ON DIFFERENT DANCES OF AṄKῙYĀ NĀṬ

Bornali Sonowal, Dr. Madhurima Goswami — Wed, 31 Dec 2025 00:00:00 +0000

Sattriya, a living dance tradition of the North-east India, Assam, is deeply embedded in the spiritual and cultural fabric of the region. The saint and reformer Srimanta Śaṅkaradeva erected the Sattriya dance as a medium for disseminating the teachings of Vaishnavism through performance arts. This paper explores the historical genesis and evolution of Sattriya, tracing its transformation from a ritualistic practice to a recognized classical dance form. It also examines the socio-religious context of the contributions of Śaṅkaradeva and Madhavdeva, the structure and role of sattras, and the stylistic features that define the dance. Drawing on archival sources and field studies this research underscores Sattriya’s enduring relevance and its contribution to India’s cultural heritage.

INDIAN ECONOMIC GROWTH TRAJECTORY AND ITS POTENTIAL IN THE FUTURE

Mangal Sing Kro — Wed, 31 Dec 2025 00:00:00 +0000

The Indian economy was stagnant during the time of independence. The country adopted a protective trade and import-substitution policy till the introduction of economic reforms. The growth rate was constrained to around 3.5 per cent per annum, but after economic liberalisation, it increased. The agricultural sector contributed the highest share to the country's GDP for around three decades after independence. However, since then, the service sector has become dominant as far as its contribution to GDP is concerned. Its GDP has a huge probability to surpass other big economies as it has enormous potential to maintain its growth rate. This paper analyses the trajectory of GDP growth, sectoral contribution and potentiality by using time series data from the RBI and the World Bank.

“ONE NATION HEALTHY NATION” A STUDY ON PROTECTING HEALTH CARE FINANCING OF POOR AND RURAL HOUSEHOLDS UNDER MISSION 'VIKSIT BHARAT @2047

Dr. Jyoti Prakash Rath, Dr. Nisha Jain — Wed, 31 Dec 2025 00:00:00 +0000

Health Care can be seen as an important aspect in the mission of Viksit Bharat. It is the responsibility of Government both at States and Centre to provide adequate health care facilities to the citizens of the nation. Growing rate of heath care services in last few years has raised the alarm even. Mission Viksit Bharat will certainly be accomplished with developed health care mechanism and facilities in the country. Central government of India has taken number of initiatives in the form of government sponsored health insurance schemes in last few years to protect the health care financing proposition of poor and rural households residing at different places in the country. This study is made to evaluate the contribution of Central Government of India towards protecting health care financing needs of poor and rural households in the country through government sponsored schemes. Data used in this research are generally collected from secondary sources i.e. Government Reports, Websites, Magazines, Journals and several other literatures available and accessible. There are different schemes issued for the general public as a protection shield against high health care expenditures such as ESI Scheme, CGH Scheme and Ayushman Bharat (includes both RSBY and PMJAY) by the central government. These schemes help the beneficiaries in availing medical treatment and other health care benefits from government and private hospitals without having the hardship of financing the same out of pocket. India is a country with more than 150 crores of population with a large number of poor and vulnerable families. Central Government are required to put in aggressive strategies towards revamping health care system prevailing in the country and to infuse more funds in health insurance schemes in years to come. This may certainly be helpful in reaching the goal of Viksit Bharat within the time frame providing all needed health care facilities to the citizens of our country.

A STUDY OF THE IMPACT OF SOCIAL MEDIA ON THE SOCIAL BEHAVIOR OF UNDERGRADUATE STUDENTS

Dr. Shaminder Kaur, Lalita Kumari Bairwa — Wed, 31 Dec 2025 00:00:00 +0000

The present research aims to study the impact of social media on the social behavior of undergraduate students. In today's digital age, social media has become an integral part of students' lives, and its influence can be clearly seen in their social relationships, behavior, communication style, and emotional balance. 200 undergraduate students were selected as the sample for this study. A standardized questionnaire was used to measure social behavior. The data was analyzed using mean, standard deviation, and critical ratio. The results revealed that social media has both positive and negative effects on the social behavior of students, but students who use it excessively showed social isolation and a decrease in face-to-face communication.

A STUDY OF THE IMPACT OF PARENTING STYLES ON THE DECISION-MAKING ABILITIES OF HIGHER SECONDARY STUDENTS

Dr. Shaminder Kaur, Madhu Sharma — Wed, 31 Dec 2025 00:00:00 +0000

In the present era, parenting styles play a crucial role in the development of students' personality, behavior, and decision-making abilities. The decisions students make in their lives—such as educational, vocational, and social decisions—depend on their self-confidence, experiences, and family environment. Parents' disciplinary, permissive, or neglectful styles directly or indirectly influence students' thought processes and decision-making. The main objective of this study is to examine the impact of parenting styles on the decision-making abilities of higher secondary students. This study attempts to determine whether different parenting styles have a significant impact on students' decision-making abilities.

A STUDY ON ACHIEVEMENT MOTIVATION AND ADOLESCENT PROBLEMS AMONG ADOLESCENT STUDENTS

Dr. Anita Dadhich, Nisha Kumari Gautam — Wed, 31 Dec 2025 00:00:00 +0000

This study analyzes the relationship between achievement motivation and adolescent problems among adolescent students. The main objective of the study is to examine the differences and relationships between the level of achievement motivation and adolescent problems (educational, family, social, and emotional problems). A sample of 200 adolescent students (equal number of boys and girls) was selected. The Achievement Motivation Scale and the Adolescent Problem Inventory were used. The collected data were analyzed using correlation, mean, critical ratio, etc. The results revealed a negative and significant relationship between achievement motivation and adolescent problems.