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| Jodhamal student published in International Peer-Reviewed Journal | | |  Early Times Report
JAMMU, Aug 29: Jodhamal Public School proudly announces a significant academic achievement by Adhvik Mahajan, a Class XII Commerce student, whose original research paper has been published in the International Journal of Advanced Research (IJAR), an international peer-reviewed academic journal.
Titled "How In-Store Factors Influence Purchase Decisions in a Traditional Ethnic Retail Setting," the 10,000-word research paper examines consumer behaviour and retail management in Jammu's traditional ethnic wear sector. The study explores how factors including staff behaviour, store ambience, product presentation, trial-room experience and customer engagement influence purchase decisions and customer spending.
The research addresses an important gap in existing literature. While considerable research has examined organised retail in metropolitan markets, relatively limited academic attention has been given to tier-two cities such as Jammu, where cultural, economic and regional factors shape distinctive retail environments. A key strength of Adhvik's study is its use of first-hand primary data. Customer surveys were conducted. The study applies the internationally recognised Stimulus-Organism-Response (S-O-R) Framework.
Importantly, the research goes beyond identifying influential factors and presents a practical implementation strategy for small and medium-sized ethnic retailers.
The publication is particularly noteworthy because the entire project was undertaken independently while Adhvik was still in Class XII. His work involved identifying a research gap, reviewing academic literature, designing the research methodology and survey, collecting primary data, analysing findings and developing practical managerial recommendations over several months.
Trustee Nandan Kuthiala and Arati Kuthiala appreciated Adhvik Mahajan's achievement and congratulated him on his outstanding accomplishment. Director Dr. Deep Khare and Principal Ms. Amita Arora also appreciated his dedication and hard work, noting that his research reflects the value of encouraging students to move beyond conventional classroom learning and engage with real-world questions. They observed that Adhvik's work demonstrates how student-led research can address genuine industry challenges while contributing meaningful insights to the wider academic community. |
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