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Artificial Intelligence (AI) is playing an increasingly pivotal role in transforming consumer behaviour within the retail industry. This research paper examines the influence of AI on consumer behaviour in Maharashtra, with a particular emphasis on the contrasts between urban and rural retail markets. By analysing AI applications such as recommendation systems, personalized marketing, chatbots, and demand forecasting tools, the study investigates how these technologies are reshaping shopping patterns, preferences, and engagement levels across diverse consumer segments.
Through a mixed-methods approach combining surveys of urban and rural consumers, in-depth interviews with retailers, and analysis of retail data, the research reveals that urban consumers are more responsive to AI-driven personalization, digital loyalty programs, and seamless omni-channel experiences. In contrast, rural consumers exhibit cautious engagement, influenced by digital literacy, infrastructural limitations, and a preference for human interaction. However, even in rural areas, exposure to AI particularly through mobile-based platforms and regional language interfaces is gradually altering shopping behaviour, especially among younger demographics.
The paper highlights key challenges such as data privacy concerns, digital inclusion, and trust in AI systems, while offering actionable insights for retailers aiming to adapt their AI strategies to distinct market segments. It concludes with policy and business recommendations to bridge the urban-rural digital divide and build a more inclusive AI-driven retail ecosystem in Maharashtra.

This theoretical paper examines the adoption of social commerce (s-commerce) among women entrepreneurs in India through the lens of technology acceptance models and socio-economic theories. The study identifies key drivers (e.g., accessibility, financial inclusion) and barriers (e.g., digital literacy, infrastructure gaps) shaping s-commerce adoption. We propose a Socio-Technical Adoption Framework that integrates empirical evidence from the Indian context with established theoretical models. The paper provides actionable insights for policymakers and platform designers while contributing to academic discourse on digital entrepreneurship in emerging markets.

This research investigates the views of retailers on the marketing of organic food items in Belagavi City, Karnataka, with specific reference to important factors contributing to their perception and readiness to market them. Based on a sample of 120 retailers from different store formats, the study uses Structural Equation Modelling to test 5 hypothesized relationships. Results show that profitability (β=0.275, p=0.001), perceived health advantage (β=0.349, p<0.001), and retailer experience (β=0.279, p=0.001) all significantly influence positive attitudes, while product knowledge has no significant influence (β=0.009, p=0.916). Notably, retailers’ perception is a strong predictor of willingness to recommend organic products (β=0.595, p<0.001) with large effect size (f²=0.549). The measurement model has high reliability (Cronbach’s α>0.90) and validity (AVE>0.76). The structural model accounts for 55.5% of variance in perception (R²=0.555) and 35.4% in willingness to promote (R²=0.354). The results imply that economic feasibility and health positioning are more important than basic awareness in influencing retailer involvement with organic products. The research offers practitioners and policymakers useful insights for building focused strategies highlighting profitability and health advantage while overcoming experiential obstacles. Regional comparisons and online marketing dynamics could be subjects of further organic food retailing studies to pursue.

“In a transparent world, brands are judged not only by what they sell but how they behave.”
— (Gerzema & Lebar, 2008)
A shift has emerged in the relationship between brands and consumers. Today, people prefer to purchase product items not solely based on functionality, but rather with brands that resonate with their values and belief systems. In this research, we explore the impact of Universal Human Values on brand equity regarding Fast-Moving Consumer Goods, specifically focusing on toothpaste brands in Punjab and Chandigarh. Contemporary consumers are more conscious of a corporation’s business ethics and social responsibilities. Therefore, the main aim of this study is to investigate how these core values of humanity—trust, empathy, responsibility, and honesty— impact the perception of brands and the loyalty of consumers. Through an online questionnaire sent to more than 240 people, convenience sampling yielded 222 valid responses. This study focuses on four leading brands of toothpaste: Colgate (Colgate-Palmolive Company), Sensodyne (Haleon UK Trading Limited), Dabur Red (Dabur India Limited), and Dantkanti (Patanjali Ayurved). The outcome of this study revealed that UHVs such as trust, fairness, empathy and respect significantly & positively influence brand equity of 4 discussed toothpaste brands in 2 regions.

The socio-economic development of the scheduled castes and their respectful integration with the mainstream and bringing them on par with the others is a constitutional responsibility and a national goal. Achieving this noble goal calls for effective planning and implementation of the programmes for the development of scheduled castes. The special component plan strategy now it is known as Scheduled Caste Component Plan (SCCP) is essentially a means of earmarking benefits to the scheduled castes in physical and financial terms in each sector of the state plan/Central plan. In this article an attempt is made to analyse the various dimensions of scheduled castes development with special reference to Scheduled Caste Component Plan approach under which scheduled castes of Kolhapur district of Maharashtra taking various benefits for improving their socio-economic status in society.

The banking sector is the core stone of the financial system. It acts as a key aspect in the growth of Indian economy both in the terms of quality and quantity thus leading to a change in the nature of economic growth. For that it becomes more important that banks play an important role in promoting social responsible investment and eco- friendly environment. So, keeping this in mind the present research study aims to explore the various green banking initiatives taken by commercial banks in India and recommends measures to implement green banking initiative more effectively.

Green retailing involves adopting environmentally responsible practices in retail to reduce environmental harm. These practices include conserving energy, minimising waste, using eco- friendly packaging, and sourcing products responsibly. Despite a growing global movement towards sustainability, small towns like Pasighat in Arunachal Pradesh still show limited involvement in green retailing. This study explored the level of awareness regarding green retailing practices among small retailers in Pasighat. The research considered a descriptive and exploratory approach, collecting data from a sample of 50 small retailers via convenience sampling. A structured questionnaire was used, and the gathered information was analysed using percentages, tables, and graphs. The results indicate that while 74% of respondents were aware of general sustainable practices such as waste reduction and energy conservation, none were familiar with the specific term ‘green retailing’. This suggests that although some eco-friendly practices are being followed, they are not always recognised as part of a broader green retailing strategy. This highlights a gap between awareness and actual understanding that needs to be addressed through awareness initiatives and support mechanisms.

The objective of this study is to analysis the influence of tax literacy and morality on tax compliance among MSME taxpayers in Karanganyar, with tax awareness as a moderating variable. The research formulates several issues, including the impact of tax literacy and morality on taxpayer compliance. This study employs quantitative data collected through questionnaires. Based on the multiple regression analysis, tax literacy and tax morality significantly influence tax compliance among MSME taxpayers. Tax awareness serves as a moderator that strengthens the relationship between literacy and morality with compliance. It is concluded that enhancing tax literacy and awareness among MSMEs is crucial for improving tax compliance, and it offers recommendations for the development of tax education programs and the reinforcement of moral values.

This research investigates the relationships between financial performance, market performance, and political visibility in influencing the adoption of Corporate Social Responsibility (CSR) practices among pharmaceutical companies listed on the Indonesia Stock Exchange from 2015 to 2024. Employing a secondary data analysis and the PLS-SEM approach, the study reveals that financial performance and political visibility exert a significant positive influence on CSR implementation. In contrast, market performance and the moderating effect of political visibility are found to be insignificant. These findings underscore the crucial role of financial stability and social-political pressures in driving CSR implementation in Indonesia’s pharmaceutical sector, while also suggesting that market perceptions do not always directly correlate with CSR activities.