International Journal of Marketing Management
Editor- In-Chief:Dr. Gandolfo Dominici Title proper: International Journal of Marketing Management Subject: Marketing Management Publisher:Unicorn Publications ISSN: 2454-5007 Dates of publication: 2018 Frequency: Quatarly Language: English Country: India Medium: Online Indexed by: CROSSREF Indexed by: ROAD Indexed by: THE KEEPERS Title DOI of the Journal: http://doi.org/10.62652/issn.2454-5007
Design of a Novel UWB Microstrip patch antenna for Breast Cancer detection
Breast cancer is one of the most common and life-threatening diseases affecting women worldwide, and early detection plays a vital role in reducing mortality rates. Conventional diagnostic techniques such as mammography, ultrasound, and MRI suffer from limitations including high cost, radiation exposure, discomfort, and reduced accuracy in dense breast tissues. To overcome these challenges, microwave imaging using Ultra-Wideband (UWB) antennas has emerged as a promising non-invasive and safe diagnostic approach. This project presents the design of a novel UWB microstrip patch antenna specifically developed for breast cancer detection applications. The proposed antenna operates over a wide frequency range, enabling high-resolution imaging of breast tissues. The compact size, low profile, and ease of fabrication make it suitable for wearable and medical imaging systems. A defected ground structure and optimized patch geometry are employed to enhance bandwidth and radiation performance. The antenna exhibits stable radiation patterns, low return loss, and acceptable gain across the UWB spectrum. Simulation results demonstrate effective penetration and sensitivity to dielectric variations in breast tissues. The proposed design proves to be a cost-effective and patient-friendly solution for early breast cancer diagnosis.
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In-Vehicle Traffic Accident Detection and Alerting System Using Distance- Time Based Parameters and Radar Range Algorithm
Road traffic accidents are a major cause of fatalities and injuries worldwide, often due to delayed detection and emergency response. To address this issue, this project proposes an intelligent in-vehicle accident detection and alerting system based on distance–time parameters and radar range algorithms. The system is developed using the ESP32 microcontroller, which provides high processing capability along with wireless communication. Ultrasonic and radar sensors are used to continuously monitor the distance between the vehicle and surrounding objects. Accelerometer and gyroscope sensors detect sudden impacts, abnormal acceleration, and vehicle orientation changes during collisions or rollovers. A GPS module provides real-time vehicle location and speed data. By combining distance–time calculations with radar-based range detection, the system accurately identifies potential and actual accident scenarios. Once an accident is detected, emergency alerts containing location details are transmitted automatically. The proposed system enhances road safety by ensuring rapid accident detection and timely emergency notification. It is cost-effective, reliable, and suitable for real-time vehicular safety applications.
UWB ANTENNA WITH BAND NOTCH CHARACTERSTICS
Ultra-Wideband (UWB) communication systems have gained significant attention due to their high data rates, low power consumption, and wide frequency coverage. However, the coexistence of UWB systems with narrowband wireless services such as WLAN and WiMAX often causes electromagnetic interference. To address this issue, UWB antennas with band notch characteristics have been developed to suppress unwanted frequency bands. This project presents the design and analysis of a compact UWB antenna integrated with band-notch functionality. The proposed antenna operates over a wide frequency range while effectively rejecting specific interference bands. Band-notch behavior is achieved using techniques such as slots, parasitic elements, or resonant structures embedded in the antenna design. The antenna structure is optimized to maintain good impedance matching and stable radiation characteristics across the operating band. Simulation results demonstrate satisfactory performance in terms of return loss, gain, and radiation patterns. The notched band effectively reduces interference from existing wireless systems. Compact size and simple geometry make the antenna suitable for modern wireless devices. The design ensures minimal distortion of UWB signals outside the rejected band. The proposed antenna is analyzed using electromagnetic simulation tools. Performance evaluation confirms compliance with UWB standards.
DESIGN OF MICROSTRIP PATCH ANTENNA FOR 5G APPLICATIONS
The rapid growth of fifth-generation (5G) wireless communication systems has created a strong demand for efficient and compact antennas. Microstrip patch antennas are widely used in 5G applications due to their low profile, lightweight structure, and ease of fabrication. This project focuses on the design and analysis of a microstrip patch antenna suitable for 5G frequency bands. The proposed antenna operates at a selected 5G frequency with improved bandwidth and radiation performance. A rectangular microstrip patch configuration is chosen for simplicity and reliability. The antenna is designed using a suitable dielectric substrate to achieve optimal performance. Key parameters such as return loss, VSWR, gain, and radiation pattern are analyzed. Simulation results show good impedance matching at the operating frequency. The antenna exhibits stable radiation characteristics and acceptable gain. The compact size makes it suitable for modern wireless devices. The design meets the basic requirements of 5G communication systems. The antenna structure is optimized using electromagnetic simulation tools. Results indicate improved performance compared to conventional designs. The proposed antenna supports high-speed data transmission. It can be integrated easily into 5G terminals. The design minimizes signal loss and interference. The antenna performance satisfies 5G standards. The study demonstrates the effectiveness of microstrip antennas in 5G systems. This project provides a foundation for advanced antenna designs. Overall, the antenna is well-suited for 5G applications.
The AI Chatbot for Legal Advice is a web-based application designed to simplify and streamline access to legal information. It serves as a centralized platform for clients and legal experts to access and share real-time legal data. The system enables clients to pose questions, view legal information, and track their case status (for internal firm use), while legal administrators can manage legal documents, maintain knowledge bases, and monitor chatbot interactions. It transforms raw legal into an intelligent, on-demand advisory service, bridging the gap between complexity and user comprehension. The goal is to enhance efficiency, transparency, and accessibility in legal advice.
Hire Hub- Job Matching and Recruitment Platform
The foundation of this concept is matching employees and job seekers with a position. This relates to how quickly an employee may use this platform to find employment. The employee will be able to find employment as quickly as possible thanks to the Job Matching and Recruitment seekers, it streamlines the hiring process. Therefore, it matches the right people with the right jobs.
Online Examination System with Timer & Leaderboard
In the digital era, traditional paper-based examinations are gradually being replaced by online examination platforms that offer greater flexibility, security, and efficiency. This project focuses on developing an Online Examination System with Timer and Leaderboard to ensure fairness and enhance student engagement. The main objective is to provide a secure and transparent examination process where exams are automatically submitted when the timer ends, and participants can view real-time rankings. The system uses Flask (Python) for the backend, MongoDB for database management, and HTML, CSS, and JavaScript for the frontend interface. The proposed solution reduces manual work, maintains exam integrity, and motivates learners through a competitive environment.
Stress has become one of the most common psychological issues in today’s fast-paced lifestyle, adversely affecting both mental and physical health. Traditional methods are either invasive, costly, or subjective. This project proposes a non-invasive, AI- based stress detection system that analyses facial cues in real time. The proposed system offers functionalities such as Login, Signup, Dashboard and history tracking, The system uses OpenCV for video capture and face detection, while dlib’s 68-point facial landmark predictor is applied to extract significant facial features. These features are passed to a Convolutional Neural Network (CNN) model which performs emotion classification.
Role of Human Resource Management in Enhancing Institutional Effectiveness of Aided Colleges
Human Resource Management (HRM) plays a pivotal role in enhancing the institutional effectiveness of higher education institutions, particularly aided colleges that operate under both governmental regulations and autonomous administrative frameworks. Institutional effectiveness refers to the extent to which an institution achieves its academic, administrative, and social objectives through optimal utilization of human and material resources. In aided colleges, the quality of teaching, research productivity, student outcomes, and administrative efficiency are largely influenced by the effectiveness of HRM practices adopted by the institution. This study examines the role of Human Resource Management in enhancing institutional effectiveness in aided colleges by focusing on key HRM functions such as recruitment and selection, training and development, performance appraisal, motivation, and employee welfare measures. The study emphasizes how systematic HRM practices contribute to improved faculty performance, organizational commitment, leadership effectiveness, and a positive institutional climate. Effective HRM practices foster professional development among teaching and non-teaching staff, encourage participative management, and ensure alignment between individual goals and institutional objectives. Furthermore, the study highlights the challenges faced by aided colleges in implementing modern HRM practices due to policy constraints, financial limitations, and administrative rigidity. By analyzing the relationship between HRM practices and institutional effectiveness, this paper provides insights into how aided colleges can strengthen their organizational performance and educational quality. The findings of the study suggest that strategic HRM implementation is essential for achieving sustainable institutional effectiveness and enhancing the overall quality of higher education in aided colleges.
The Impact of Buy-Now-Pay-Later Schemes on Young Consumers’ Spending Patterns: An Economic Perspective
Buy-Now-Pay-Later (BNPL) schemes have rapidly emerged as one of the most influential financial innovations in the digital marketplace, especially among young consumers who actively engage in online shopping. This study examines how BNPL services shape the spending behaviour of young users by analysing their purchasing decisions, budgeting habits, and overall financial responsibility. The findings indicate that the convenience and interest-free structure of BNPL encourage more frequent purchases and reduce the psychological impact of spending, often leading to impulsive buying and lower savings. Evidence from recent research also suggests that limited financial literacy and strong social influences make young consumers more vulnerable to hidden fees, repayment delays, and debt accumulation. At the same time, BNPL has contributed to greater accessibility of products and increased retail activity, demonstrating its dual role as both an enabler of financial flexibility and a potential driver of over-consumption. By evaluating the economic implications, risks, and behavioural trends associated with BNPL, this study highlights the importance of financial education, responsible usage, and stronger regulatory oversight to ensure that young consumers can benefit from BNPL without compromising long-term financial stability.
A Study on Demand Elasticity and Its Influence on Market Trends
Demand elasticity serves as a critical analytical tool for understanding how consumers respond to changes in price, income, and the prices of related goods, and how these responses influence market behavior over time. This study examines the three core types of elasticity—price elasticity, income elasticity, and cross elasticity—and evaluates their impact on consumption patterns, pricing decisions, competitive dynamics, and long-term industry trends. Drawing on evidence from diverse sectors such as luxury apparel, basic food commodities, fast food services, pharmaceuticals, and consumer electronics, the research highlights how different sensitivity levels to price fluctuations determine whether markets evolve rapidly or remain stable. By employing secondary numerical data, elasticity formulas, and regression analysis, the paper quantifies demand responsiveness and identifies major determinants such as consumer preferences, substitute availability, product nature, and time periods. The findings confirm that elasticity is not only a theoretical construct but a practical economic indicator used by businesses for pricing strategy, product positioning, and forecasting, and by policymakers for taxation, subsidy planning, and social welfare frameworks. Overall, the study reinforces the continuing relevance of elasticity in shaping modern markets, particularly in a globalized economy characterised by volatile consumption behavior and dynamic competitive pressures.
THEROLEOFDIGITALTWINTECHNOLOGYINTRANSFORMING CONSUMERLIFESTYLESTHROUGHGROCERYAPPS
The growing influence of digital transformation in the retail sector has redefined consumer experiences, particularly within grocery-based applications. This study, titled “The Role of Digital Twin Technology in Transforming Consumer Lifestyles through Grocery Apps,” explores how Digital Twin (DT) technology integrates real-time data, simulation, and personalization to enhance consumer lifestyles. Data were collected from 253 respondents in Coimbatore City to examine consumer awareness, adoption factors, and lifestyle changes brought about by DT-enabled grocery platforms such as Zepto, Blinkit, BigBasket, and Instamart. Using SPSS software, statistical tools including percentage analysis, Chi-square, ANOVA, Friedman Ranking Test, and t-test were employed to analyse the data. The findings reveal that digital twin-enabled grocery apps significantly improve personalization, time management, convenience, and sustainability in daily life. Furthermore, consumers perceive DT technology as a powerful innovation that enhances decision-making and promotes smarter.
AStudy on the Awareness Level and Appeal of Meme Marketing among Gen-Z Digital Consumers
Meme marketing has rapidly emerged as a powerful digital marketing strategy, particularly resonating with Generation Z consumers who value humor, cultural relevance, and authenticity. This study assesses the awareness of meme marketing among Indian Gen Z social media users aged 13–28 and examines the key factors influencing its appeal. Data collected from 254 respondents via a structured online questionnaire were analyzed using percentage analysis and descriptive statistics. The findings reveal that humor and cultural relatability significantly drive Gen Z engagement with meme marketing, while forced or irrelevant content diminishes appeal. The study provides practical insights for marketers seeking to optimize meme based campaigns to foster stronger emotional connections and loyalty within this demographic
With an emphasis on understanding consumer preferences, motivations, and decision-making patterns, this study examines consumer buying behaviour toward traditional marketing practices. Despite the rapid growth of digital channels, many consumers continue to rely on traditional methods such as print media, television, radio, and in-store promotions when making purchase decisions. The research explores how factors like demographics, cultural influences, and perceived trust affect attitudes toward these conventional marketing approaches. Data were collected from 200 respondents in Coimbatore, Tamil Nadu, and analysed using t-test, Chi-square, ANOVA, and simple percentage techniques to evaluate how age, income, education, and lifestyle shape consumer responses marketing efforts.
ASTUDYONIMPACTOFQUICKDELIVERYOFFERSONCUSTOMER SATISFACTIONANDLAST-MILEDELIVERYPERFORMANCE
This study examines the impact of quick delivery offers on customer satisfaction and last-mile delivery performance in the e commerce sector. With increasing demand for speed and reliability, delivery services have become a key factor influencing consumer decisions and brand loyalty. The research was conducted in Coimbatore city with 303 respondents, using a structured questionnaire and analyzed through percentage analysis, mean ranking, descriptive statistics, and chi square tests. Findings indicate that delivery speed and reliability are the strongest drivers of satisfaction, while professionalism and tracking accuracy also play crucial roles. The study concludes that businesses must balance customer expectations with operational efficiency and sustainability to remain.
With an emphasis on assessing the awareness, adoption, and challenges of digital transactions, this study investigates the impact of Unified Payments Interface (UPI) in rural areas with reference to Coimbatore city. The rapid digitalization of India’s financial system has brought UPI to the forefront of rural banking, offering instant, low cost, and convenient transactions. However, despite government initiatives and increased smartphone penetration, the adoption rate in rural regions faces several obstacles such as limited internet connectivity, lack of digital literacy, fear of fraud, and technical issues. This research, based on both primary data collected through surveys and secondary data from published reports, seeks to understand the benefits, barriers, and usage patterns of UPI among rural users. The analysis highlights that UPI has promoted financial inclusion, reduced dependence on cash, and enhanced transaction efficiency, while simultaneously revealing gaps in awareness and trust. The findings provide valuable insights for policymakers, banks, and fintech companies to campaigns, design strengthen awareness security measures, and improve infrastructure, thereby encouraging broader acceptance of UPI in rural Coimbatore and beyond.
ASTUDYONIMPACTOFURGENCYMESSAGESONCONSUMERBUYING BEHAVIOURWITHREFERENCETOCOIMBATORECITY
This research investigates the impact of urgency messages on consumer buying behavior, with a focus on Coimbatore city. The study explores how marketing messages that create a sense of urgency, such as limited-time offers or low-stock alerts, influence consumer decision-making and purchase intentions. Findings reveal that urgency messages significantly affect consumer behaviour byincreasing the likelihood of impulsive purchases and accelerating decision-making. The study concludes by recommending that marketers strategically design urgency-based campaigns to enhance sales effectiveness while maintaining consumer trust and satisfaction
AMULBRANDINGANDMARKETINGSTRATEGY:UNDERSTANDING CONSUMERINSIGHTSONMARKETINGANDPURCHASEDRIVERS OFAMULPRODUCTS
This perception and buying behavior toward Amul’s marketing strategies, with a focus on understanding their preferences, challenges, and purchasing patterns. Amul, as one of India’s most trusted dairy brands, continues to maintain a strong presence in the market through its innovative promotions, wide product range, and competitive pricing. However, consumer responses to its marketing efforts can vary depending on factors such as age, income, lifestyle, and brand loyalty. To gain deeper insights, the study surveyed 250 respondents in Coimbatore, Tamil Nadu, and employed t-test, Chi-square, ANOVA, and simple percentage analysis to evaluate how demographic characteristics customer awareness, decision-making when purchasing Amul products.
STUDYONTHELEVELOFAWARENESSANDFREQUENCYOFFINTECHAPP USAGEBYCOLLEGESTUDENTSWITHSPECIALREFERENCETO COIMBATORECITY
This study examines the awareness, adoption, and usage of mobile payment and FinTech apps among commerce students. With increasing digitalization, students— often called “digital natives”—emerge as key users of UPI apps, digital wallets, mobile banking, and investment platforms. Adoption is shaped by ease of use, trust, financial literacy, and socio- economic background. Challenges include low awareness of advanced features, data security concerns, and limited financial education. A survey of 257 students in Coimbatore used percentage analysis, chi square, ANOVA, and descriptive methods to assess patterns. Findings reveal digital finance’s impact on money management and the need for stronger financial literacy.
This paper analyzes the effect of Non Performing Assets (NPAs) on bank profitability in the State Bank of India (SBI), India's largest government-owned bank. Spanning 2016–2025, it compares trends in NPAs, sectoral spread, and macroeconomic factors like exchange rate volatility. Important profitability metrics—Return on Assets (ROA), Return on Deposits (ROD), Net Interest Margin (NIM), Return on Investment (ROI), Loan Loss Provisions (LLP), Capital Adequacy Ratio (CAR), and Loan-to-Deposit Ratio (LTDR)—are analyzed via t-test, regression, and correlation. The results indicate a negative correlation between NPAs and profitability, demonstrating how stressed assets depress profits and curtail lending capability. The study also highlights SBI’s strategies like credit monitoring, digital tools.
AnEmpirical Investigation into the Quantitative Impact of Profitability and Leverage (EPS, ROE, D/A) on Automobile Stock Prices in India
The Indian automobile sector, a significant growth engine for the national economy, is inherently defined by its high capital intensity and acute susceptibility to global and domestic economic cycles. This study undertakes a rigorous empirical investigation to quantify the specific influence of three critical intrinsic financial factors—Earnings Per Share (EPS), Return on Equity (ROE), and Debt to Asset Ratio (D/A Ratio)—on the Stock Market Prices of a selected sample of leading Indian automobile companies listed on the BSE and NSE. Employing multivariate regression analysis and correlation modeling over a defined historical period, the research aims to establish the statistical significance and precise elasticity of these relationships. The core hypothesis, rooted in neoclassical financial theory, anticipates a strong, statistically significant positive correlation .
ASTUDYONRISEOFINFLUENCERLEADE-COMMERCEMODELS WITHSPECIALREFERENCETOCOIMBATORECITY
The rise of social media has given birth to a new form of marketing influencer lead e-commerce which has significantly reshaped consumer buying behaviour. Influencers, with their strong online presence and loyal followers, have become key players in promoting products and services, especially through platforms like Instagram, YouTube, and Facebook. This study aims to explore the impact of influencers on consumer purchasing decisions and the growth of e-commerce models driven by influencer marketing, with a focus on Coimbatore city.
PERCEPTIONOFARTIFICIALINTELLIGENCEINRECRUITMENT:AJOB SEEKER’S PERSPECTIVE
With an emphasis on understanding their opinions, expectations, and concerns, this study investigates the perception of Artificial Intelligence (AI) from the view of job seekers. AI is becoming a significant factor in recruitment and employment due to its growing role in candidate screening, skill matching, and workplace automation. However, job seekers’ perceptions differ
ANALYSISOFGROWTHANDPROFITABILITYPERFORMANCEOFSELECTED NATIONALISEDBANKSININDIA
The Indian banking sector is vital for fostering economic development, with nationalised banks making significant contributions to financial stability and the expansion of credit. This research examines the growth and profitability performance of two major nationalized banks, Punjab National Bank (PNB) and Bank of Baroda (BOB), over the past ten years. Growth performance is evaluated based on variables like deposits, advances, and total assets. Profitability, on the other hand, is assessed using key financial ratios such as Return on Assets (ROA), Return on Equity (ROE), Net Interest Margin (NIM), and Cost-to-Income Ratio. The research investigates patterns and relationships in the financial performance of the chosen banks using statistical methods such as correlation, ANOVA, ratio analysis, and trend analysis. The results emphasize how the changes in interest rates, operational efficiency, and capital adequacy influence growth and profitability outcomes. The outcomes of the research contribute to a deeper understanding of the financial dynamics of nationalized banks in India and offer insights for policymakers, regulators, and stakeholders seeking to enhance banking sector performance
ANALYZINGTHESUCCESSOFBUSINESSMODELSINBEAUTYAND WELLNESSSTARTUPS:ASTUDYINCOIMBATORECITY
The beauty and wellness industry in India has grown rapidly due to rising consumer awareness, increasing disposable income, and lifestyle changes. Startups in this sector have introduced innovative services and business models that contribute significantly to the economy. However, sustaining success requires strategies that ensure scalability, customer loyalty, and long-term stability. This study focuses on beauty and wellness startups in Coimbatore, analyzing the common strategies and patterns that drive success. The study aims to propose a practical framework of business models for startups and to identify differentiating factors such as innovation, branding, pricing, digital integration, and customer engagement. Data will be collected from entrepreneurs and customers, and analytical tools such as percentage analysis, chi-square tests, and mean ranking will be employed to draw insights.
ASTUDYONHIGHEREDUCATIONSTUDENTS'PERCEPTIONTOWARDS SOCIALMEDIAMARKETINGINTODAY’SDIGITALERA
This study examines the perceptions of higher education students in Coimbatore toward social media marketing. Using a sample of 260 respondents, the research applies percentage analysis, chi-square, mean ranking, and ANOVA to assess how demographic factors influence attitudes and preferences. Findings reveal that students value authenticity, interactivity, and peer recommendations, while remaining cautious of intrusive or manipulative ads. The results highlight the role of social media in shaping student behavior and provide insights for marketers to design credible and student centric strategies
The rapid rise of quick commerce (Q-Commerce) has revolutionized the retail landscape by offering consumers ultra-fast delivery of essential goods such as groceries, personal care items, and household products. Driven by urbanization, increasing internet penetration, changing consumer lifestyles, and the demand for convenience, Q-Commerce platforms have emerged as strong competitors to traditional retail stores. While these platforms provide unparalleled speed and efficiency, they have also created challenges for local retailers, who struggle to match the immediacy and digital convenience offered by online delivery services. This study examines the growth trajectory of Q-Commerce in India, highlighting its expansion, technological enablers, and consumer adoption patterns. Furthermore, it assesses the implications for local retail stores, focusing on consumer behavioral shifts, competition, and the potential for coexistence through hybrid business models. The findings suggest that while Q-Commerce is reshaping shopping behavior and influencing local markets, strategic adaptation by traditional retailers could open avenues for collaboration and sustainability in ecosystem. the evolving retail
OPTIMIZING E-COMMERCERETURNS-THETECHNOLOGICALLINK BETWEENREVERSELOGISTICSANDCUSTOMEREXPERIENCE
The rapid expansion of e commerce necessitates highly efficient reverse logistics processes to manage product returns and exchanges effectively. This study investigates the critical role of technology-enabled systems—specifically tracking tools, dedicated return portals, and AI-based approval mechanisms—in enhancing the efficiency of reverse logistics operations within the e findings aim to provide e-commerce businesses with actionable insights into leveraging technological advancements to streamline their returns process, ultimately transforming a potential pain point into a competitive advantage that fosters greater customer loyalty and improves the overall shopping experience. KEYWORDS Reverse Logistics, Management, Supply Chain Technology-Enabled commerce sector. Furthermore, it analyzes the direct influence of this enhanced reverse logistics efficiency on overall consumer satisfaction with the online shopping experience.
Technology-enabled last-mile logistics and its influence on consumer satisfaction and loyalty
Focusing on delivery efficiency, transparency, and customer satisfaction, this study examines the influence of technology enabled last-mile logistics within the e Commerce industry. As online shopping continues to expand, last-mile delivery has become a critical element shaping customer experience and fostering long-term loyalty. Today’s consumers seek not only quick and accurate deliveries but also transparent and dependable services that create trust. Advanced technologies such as Artificial Intelligence (AI), Machine Learning (ML), the Internet of Things (IoT), and Blockchain are reshaping logistics systems by enabling predictive delivery models, optimizing routes, and providing real-time tracking. The findings reveal that efficiency and transparency in last-mile logistics significantly contribute to building trust, encouraging repeat purchases, and strengthening customer loyalty in the highly competitive digital marketplace
MARKETINGMIXDYNAMICS:AMATERNALCONSUMERPERSPECTIVE ACROSSRETAILCHANNELSINCHILDCARESECTOR
The childcare sector in India is expanding with mothers emerging as key decision-makers. This study, *“Marketing Mix Dynamics: A Maternal Consumer Perspective Across Retail Channels,”* explores how product, price, place, and promotion influence maternal buying behaviour. Primary data from 250 mothers was analyzed using percentage analysis, mean ranking, chi-square, and ANOVA. Results show that safety and quality are top priorities, while affordability and discounts strongly affect purchase choices. Mothers balance trust in traditional stores with the convenience of online and hybrid channels. Promotional strategies such as influencer marketing and doctor endorsements were found to enhance brand trust and purchase intentions. The study highlights the need for childcare brands to align marketing mix elements with maternal expectations.