An Empirical Study on Millennial’s Behavior towards Perception of Investment Avenues with Reference to the Kutch Region of the Gujarat | Chapter 22 | Leading the Charge: A Guide to Management, Entrepreneurship and Technology in the Dynamic Business Landscape Edition 1

The finance sector is a vital component of the economy, serving as a stimulant for economic growth, resource allocation, and risk management. It contributes to the creation of capital by mobilizing savings and directing them towards investments. In this investment decision, the investors play a crucial role in the economic development. This study’s primary goal is to examine the effects of gender, occupation, income level, and annual savings on the investment decision. The author also aims to find out the impact of investment objectives on the investment decisions of millennials. Millennials represent a large and influential portion of the population. Their decisions make a huge difference in the economy and it is essential to find the factors that affect the millennial’s investment behaviour. The study fills a deliberate gap by identifying the influence of demographics on the financial choices of millennials. In this study, the researcher has studied the investment behaviour of the 102 working millennials in the Kutch region of Gujarat. The study focuses on millennials' objectives while choosing the investment avenues, and factors influencing investment decisions. The analysis and data interpretation was done by SPSS. The research emphasizes that something is lacking in the study and found the absence of a strong correlation between annual savings and monthly income. The gender is significantly associated with gold & silver and Real estate. As the same demographic factor occupation is also significantly associated with the traditional avenues.

 

Author (s) Details

 

Hardika Rajubhai Jadav
School of Doctoral Research and Innovation, GLS University, India.

 

Dharmesh Shah
Faculty of Management, GLS University, India.

 

Please see the book here:- https://doi.org/10.9734/bpi/mono/978-93-48859-98-3/CH22

The Role of Brand Awareness and Trust on Purchase Intent in Google Shopping Ads and Demographic Factor Influences among Millennials and Generation Z | Chapter 9 | Information Management and Technology: The Proceedings of the 10 th International Conference on Business and Management Dynamics (ICBMD), Edition 1

The proliferation of technology has given rise to novel marketing channels such as pay-per-click campaigns, social media advertising, and search engine optimisation. Google Shopping Ads is a format of Google Ads that enables e-commerce companies to promote their products directly in Google search results. The establishment of brand awareness and trust is a pivotal aspect of Google Shopping Ads, as it empowers enterprises to construct and market their brand within the consciousness of potential clientele, but there is a need for further research among young consumers. Millennials and Generation Z are more technologically advanced compared to older cohorts; digital and mobile technology and communications significantly influence their online shopping behaviour through their engagement with interactive marketing. Hence, the study investigates the effect of brand awareness and trust on purchase intent due to Google Shopping Ads among Millennials and Generation Z in South Africa, as well as the influence of Google Shopping Ads usage and demographic variables on purchase intent. The study employed a quantitative method and snowball sampling to collect data via an online questionnaire (self-administered) and survey, which resulted in the completion of 1 667 questionnaires. SPSS was used to analyse the data via confirmatory factor analysis and a generalised linear model. Significant findings revealed that brand awareness and trust showed a favourable association with purchase intent owing to Google Shopping Ads. A number of Google Shopping Ads usage (greater number of years, high frequency, and higher number of hours) and demographics (older age groups and lower education levels) variables were found to have a positive influence on purchase intent. Marketers could use keywords to efficiently identify audiences that display interest in products and services. Marketers should ensure that the Google Shopping Ads product and price information are analogous to their website plugins to mitigate differences, thereby fostering trust and promoting purchase intent. Hence, this study could assist marketers in understanding their target audience and delivering tailored messages using search engine platforms such as Google Shopping Ads, which could improve business performance and sustainability. Future studies could investigate alternative forms of sponsored search advertising and examine longitudinal and experimental methodologies for quantitative data collection.

 

Author (s) Details

 

Jaydi Charles
Cape Peninsula University of Technology, South Africa.

 

Rodney Duffett
Cape Peninsula University of Technology, South Africa.

 

Please see the book here:- https://doi.org/10.9734/bpi/mono/978-93-49238-37-4/CH9

Evolving Technology and Its Impact in the Online Lives of University Students | Chapter 8 | Modern Perspectives in Language, Literature and Education Vol. 2

 The lives of young people, widely known as digital natives worldwide, have been infiltrated and transformed by developing technological developments and changing digital environments. Today's students have spent a large part of their lives surrounded by and using digital-age computers, video games, mobile phones, and similar resources. As such, relative to textbooks and lecture notes, they are more relaxed in the midst of their mobile phones, tablets and netbooks. This study delves further into students’ technological activities and intends to study the influence of evolving technology in the emerging online lives of the digital native university students at a University in Fiji. A survey study design using a scale of the Likert kind was introduced and the information was evaluated using SPSS and addressed using a thematic approach. Findings show that young native digital university students were born in the digital age and have grown up in their everyday lives to appreciate the power of digital communication at a massive pace. Results also have consequences for pedagogy and practise as conventional teaching methods can be approached by millennials with resistance and scepticism. This paper suggests that technical resources could be used to boost digital literacy and numeracy, leading to a thriving digital economy, because digital natives are technologically savvy.

Author(s) Details

Dr. Wahab Ali
Education Department, The University of Fiji, Fiji.

View Book :- https://bp.bookpi.org/index.php/bpi/catalog/book/334