G. H. Patel Postgraduate Institute of Business Management SARDAR PATEL UNIVERSITY NAAC Re-accredited with Grade 'A' (CGPA:3.25) (23-1-2017 to 22-1-2022) Vallabh Vidyanagar - 388 120 Gujarat, India Synergy Journal of Management ISSN Number : 0973922X Source : UNIV Subject : Economics, Econometrics and Finance (all), Social Sciences (all) Publisher : Sardar Patel University Country of Publication : India Broad Subject Category : Social Science All manuscripts should be sent to The Editor, Synergy-Journal of Management, MBA Programme, Sardar Patel University, Vallabh Vidyanagar-388 120, Gujarat. Manuscripts can also be submitted through e-mail: [email protected] Foreword The Post Graduate Department of Business Management (MBA Programme) is a constituent department of Sardar Patel University (NAAC Accredited Grade A with 3.25 CGPA) is offering management programme since 1989. It is one of the leading management institutes in Gujarat state. The University Grants Commission, New Delhi, in recognition of the quality of research in the department had elevated its status for award of special assistance under DRS - II for "Consumer Research in Rural Areas", which it completed successfully in March 2016. The department has also received SAP DRS III (2016 to 2021) for undertaking research on "Transformation of Rural Economy" for five years. The department has also received a project on "Knowledge, Attitude and Perception of Voters in Gujarat from Election Commission of India. All through its journey of providing management education, it has exemplary record in terms of quality education and placements. The department has been contributing to research activities continuously. All the faculty members are actively involved in research publications. It also organises national level seminar every year on varied topics relevant to current scenario to promote research in Management. All the ten faculty members are recognized Ph.D. Guides. More than 100 students have successfully completed their Ph.D. degree from department and fifty are pursuing their doctoral research. This research journal provides a platform for regular interaction and exchange of views, opinions and research findings among peer groups. I am sure that this issue of "Synergy", Journal of Management, Sardar Patel University, provides for a great deal of information sharing among teachers and research scholars belonging to the discipline. I congratulate the editors for bringing out yet another volume of Synergy and appreciate the efforts undertaken by them. Date : 15th March, 2019 Dr. Shirish Kulkarni Sardar Patel University Vice-Chancellor Vallabh Vidyanagar Editorial Economic liberalization and globalization has significantly affected the Indian economy. Business organizations find themselves into more competitive environment as they grow. More number of variables are added continously and affect these organizations. In this process such organizations are trying to find ways to be more effective and profitable. This makes a perfect case for undertaking quality research in various areas to improve decision making and make organizations competitive. The present issue of 'Synergy' Volume 20, No 2, consists of research papers on varied topics related to management. This volume of Synergy focuses on some of the current research undertaken by researchers on topics relevant to the managers. The present issue covers research papers on issues across functional areas of Management including General Management, Rural Marketing, Consumer Behaviour, Brand Management, Finance, Human Resources, etc. In all 18 blind peer reviewed papers have been included focusing on topics such as consumer decision making, economic nationalism, CRSs compliance, brand tribalism, ergonomics, achievement motivation, brand identity, digital revolution, transforming India initiative, spirituality, multi commodity exchange, social media, cluster branding, etc. On behalf of our editorial team, we sincerely thank all the contributors and look forward to their continued support in sharing of facts, opinions and views in the form of research papers in forthcoming issues as well. We humbly invite your views and suggestions to strengthen our efforts in making further improvements. (Dr. Yogesh C. Joshi) Director Contents Foreword Editorial 1. A Study on the Impact of Social Media on Consumer Decision 1-11 Making Process in Anand and Vallabh Vidyanagar Darshna Dave and Komal Shukla 2. Applications of Blockchain Technology In Banking : 12-20 A Conceptual Approach Tejal Shah and P. K. Priyan 3. An Empirical Study of Expectations Model of 21-28 Economic Nationalism Among Millennials In South Gujarat Riddhish Joshi and Yogesh C. Joshi 4. An Analysis of Mandated CSRs Compliance in Selected 29-35 Power Sector Companies in India Himanshu Nagarale 5. Effect of Gender and Family Income on Brand Tribalism with 36-46 Special Emphasis on Mobile Phone Users in Ahmedabad Harish Sharma 6. A Study on Identifying Work Related Musculoskeletal Injuries and 47-51 Associated Ergonomic Risk Factors among Different Workers: Systematic Literature Review K. S. Prasad and Akanxa J Dhamale 7. Effect of Social Networking Sites on Life of Engineering Students 52-58 in Gujarat Divyang Purohit, Mitesh Jayswal and Priya Panchal 8. Study on Perception Towards Fast Food Consumption 59-66 Gautamkumar Parmar and Raju M. Rathod 9. Job Related Factors Affecting Achievement Motivation 67-76 of Employees in Information Technology, Hospitality and Telecom Sectors in Gujarat Vilas Kulkarni 10. A Study of Customers Perception Toward Apparels in Online Shopping 77-82 Frince Chemmanoor 11. Brand Identity : An Important Element of Branding 83-86 Ruta Shringarpure 12. Idea to Implementation: Adoption of Solar Roof Top Plant (SRTP) - 87-93 Offered by Gujarat Energy Development Agency (GEDA) - by Owners of Apartment Houses: A Case of "Satyam Apartment" in Surat. Mahendra Kumar Soni 13. Challenges of Digital Revolution in Indian Banking Sector 94-100 Mukesh Pal and Brijesh Patel 14. A Study on Contemporary Issues and Challenges in Front of 101-107 Transforming India Initiative Ashish Joshi and Nilang Veyda 15. Transcending from A Healthy Life to A Holistic Living - 108-113 Role of Spirituality RaviBhavesh Gor Khinkhabwala and Bhavesh and Kinkhabwala Ravi Gor 16. Analysis of Agricultural Commodities at Multi Commodity 114-123 Exchange in India KaminiPriyanka Shah Kansara and Priyanka and Kamini Kansara Shah 17. Cluster Branding: Issues and Challenges 124-131 Bhamra Manmeet Harjit and Kaushal Kishore 18. Consumer Buying Behaviour and Market Size of Milk in Surat City 132-137 Aashaka Thakkar and Parth Chauhan A Study on The Impact of Social Media on Consumer Decision Making Process in Anand and Vallabh Vidyanagar Dashana R. Dave* and Komal Shukla** Abstract Purpose: A research paper on "The Impact of Social Media on Consumer Decision Making Process in Anand and Vallabh Vidyanagar" is undertaken with the main objective of determining the impact of social media on consumers' decision-making process. Research Design/ Methodology/ Approach: For this study, the descriptive research design has been used. Primary data has been collected from 150 respondents through questionnaire by survey method using convenience sampling method. Findings: Out of 150 respondents, 147 are using social media in Anand and Vallabh Vidyanagar. The social media usage has been increased and mass media usage has been decreasing gradually. Majority of the users (80%) prefer to purchase products from social media sites. The findings of the study can be used by marketers and media planners for effective marketing results. Research limitations/Implications: The geographical scope of the study is Anand and Vallabh Vidyanagar. Through this model, the study is going to focus on consumers' selection process before purchase, how social media affects the purchase stages in consumer decision making process and to identify the differences between social media marketing and mass media marketing. Originality/ Value: The analysis has been done by applying various statistical tools in SPSS. The intellectual content of this paper is the product of the original work and that all the assistance received in preparing this paper and sources have been acknowledged. This paper is prepared for academic purpose. Key words: Consumer Behaviour, Consumer Decision Making Process, Social Media. Type of Paper: Research Paper. Introduction Social media are interactive computer- mediated technologies that make easy the creation and sharing of Conversations, Telephones, Games, Emails, SMS, Mail information, ideas, career interests and other forms of Tutorials expression via virtual communities and networks. Social media marketing is the use of social media platforms and Social websites to promote a product or service. On a strategic- Media level, social media marketing includes the management of a marketing campaign, governance, and the establishment of a firm's desired social media culture and tone. There are mainly five types of social media: Social Networking Sites (SNS) e.g. FaceBook, Myspace; Traditional Media- Newspapers, Books, Social News Sites and Social Bookmarking Sites e.g. Films, Lectures Digg, Reddit, Scoopit; Media Sharing Sites e.g. Youtube, Flicker; Blogs; and Microblogging (Real time information network) e.g. Twitter. Social media components (Dann & Dann 2011, 345) *Professor, G. H. Patel Post Graduate Institute of Business Management, (MBA department), Sardar Patel University, Vallabh Vidyanagar, Anand. **