MBA Project Reports http://dspace.dtu.ac.in:8080/jspui/handle/123456789/16289 2026-06-29T11:48:58Z 2026-06-29T11:48:58Z JANGIR, Chetanya Jangir Shankar, Veenu (SUPERVISOR) http://dspace.dtu.ac.in:8080/jspui/handle/repository/22884 2026-06-25T04:42:39Z 2026-06-01T00:00:00Z

Title: QUICK COMMERCE IN INDIA: HOW DELIVERY EXPERIENCE SHAPES CUSTOMER SATISFACTION AND REPEAT PURCHASES Authors: JANGIR, Chetanya Jangir; Shankar, Veenu (SUPERVISOR) Abstract: This project is about something that's crept into everyday life for a lot of Indian consumers — the ability to get groceries or household essentials delivered in under half an hour. Platforms like Blinkit, Zepto, and Swiggy Instamart have grown faster than most people predicted, and the promise they're selling is a simple one: whatever you need, right now. The question I wanted to answer was whether keeping that promise actually builds satisfied, loyal customers — and more specifically, which aspects of the delivery experience carry the most weight. To find out, I put together a 28-question survey covering five dimensions of delivery experience: speed, order accuracy, app usability, packaging, and customer support. Ninety respondents filled it out — mostly students and young working professionals. The data had some surprises. Speed — which everyone assumes is the core of Q-commerce — turned out to be only part of the picture. App usability actually scored higher (mean 3.85/5) and had a stronger correlation with satisfaction than speed did. Customer support, by contrast, scored the lowest of all five dimensions (mean 3.29/5) and was the area where respondents felt most let down. Overall satisfaction came in at 3.56/5, and its relationship with repeat purchase intent was notably strong (r = 0.72). All seven hypotheses were supported at the 0.01 significance level. Cronbach's Alpha values were comfortably above the 0.70 threshold for every construct, confirming the survey instrument was internally consistent.

2026-06-01T00:00:00Z DHINGRA, KANISHK Seema (SUPERVISOR) http://dspace.dtu.ac.in:8080/jspui/handle/repository/22883 2026-06-25T04:38:47Z 2026-06-01T00:00:00Z

Title: ROLE OF SOCIAL MEDIA ALGORITHM FATIGUE IN SHAPING CONSUMER CHOICE BEHAVIOR Authors: DHINGRA, KANISHK; Seema (SUPERVISOR) Abstract: Social media platforms and algorithm-based recommendations have revolutionized consumer behavior and decision-making online. All social media platforms are constantly bombarding their users with personalised advertising, recommended information, influencer promotions and re-hashing of information to boost engagement and retain users. While algorithmic personalisation is useful for making information more relevant and convenient for users, it can also result in information overload, mental fatigue, and social media fatigue, especially when users are exposed to too much information at the same time. These psychological impacts can then impact the way consumers assess options and make online buying choices. The current study seeks to explore the effect of algorithm-induced social media fatigue on consumer decision making. Particularly, it explores the algorithm-exposure, information overload, social media fatigue, and decision difficulty among social media users. The study was carried out using primary data obtained from a structured questionnaire which was given to the active social media users. A total of 75 valid responses were obtained and analyzed by means of the statistical techniques of the Excel software. The study used descriptive statistics, reliability analysis, Pearson correlation analysis and regression analysis to investigate the relationship between the variables. The results showed that there was a strong positive correlation between information overload and social media fatigue, suggesting that the exposure to digital content to the extent of information overload has a significant impact on the mental fatigue of the users. Another interesting discovery that emerged from the study was that Social Media Fatigue has a positive effect on consumer decision difficulty. Information Overload was found to be a strong predictor of Social Media Fatigue and it was also found to be a significant predictor for the difficulties associated with consumers’ decision-making processes via regression analysis. This study indicates that algorithm-based social media platforms may pose negative implications for consumer welfare and decision-making if consumers are overwhelmed by their usage. The implications of these findings indicate that a balanced approach must be adopted towards digital marketing efforts and a better content management strategy needs to be put forth to overcome cognitive overload and social media fatigue. In addition, the study provides useful knowledge for marketing professionals and scholars interested in learning about the implications of consumers' exposure to algorithm-based content.

2026-06-01T00:00:00Z KAPOOR, DHRUV Shankar, Veenu (SUPERVISOR) http://dspace.dtu.ac.in:8080/jspui/handle/repository/22882 2026-06-25T04:35:03Z 2026-06-01T00:00:00Z

Title: IMPACT OF ALGORITHM-INDUCED SOCIAL MEDIA FATIGUE ON CONSUMER DECISION-MAKING Authors: KAPOOR, DHRUV; Shankar, Veenu (SUPERVISOR) Abstract: Social media platforms and algorithm-based recommendations have revolutionized consumer behavior and decision-making online. All social media platforms are constantly bombarding their users with personalised advertising, recommended information, influencer promotions and re-hashing of information to boost engagement and retain users. While algorithmic personalisation is useful for making information more relevant and convenient for users, it can also result in information overload, mental fatigue, and social media fatigue, especially when users are exposed to too much information at the same time. These psychological impacts can then impact the way consumers assess options and make online buying choices. The current study seeks to explore the effect of algorithm-induced social media fatigue on consumer decision making. Particularly, it explores the algorithm-exposure, information overload, social media fatigue, and decision difficulty among social media users. The study was carried out using primary data obtained from a structured questionnaire which was given to the active social media users. A total of 75 valid responses were obtained and analyzed by means of the statistical techniques of the Excel software. The study used descriptive statistics, reliability analysis, Pearson correlation analysis and regression analysis to investigate the relationship between the variables. The results showed that there was a strong positive correlation between information overload and social media fatigue, suggesting that the exposure to digital content to the extent of information overload has a significant impact on the mental fatigue of the users. Another interesting discovery that emerged from the study was that Social Media Fatigue has a positive effect on consumer decision difficulty. Information Overload was found to be a strong predictor of Social Media Fatigue and it was also found to be a significant predictor for the difficulties associated with consumers’ decision-making processes via regression analysis. This study indicates that algorithm-based social media platforms may pose negative implications for consumer welfare and decision-making if consumers are overwhelmed by their usage. The implications of these findings indicate that a balanced approach must be adopted towards digital marketing efforts and a better content management strategy needs to be put forth to overcome cognitive overload and social media fatigue. In addition, the study provides useful knowledge for marketing professionals and scholars interested in learning about the implications of consumers' exposure to algorithm-based content.

2026-06-01T00:00:00Z MALIK, DEV Shankar, Veenu (SUPERVISOR) http://dspace.dtu.ac.in:8080/jspui/handle/repository/22881 2026-06-25T04:31:55Z 2026-06-01T00:00:00Z

Title: TO STUDY THE AWARENESS OF THE COLLEGE STUDENTS TOWARDS THE HEALTH INSURANCE PLANS Authors: MALIK, DEV; Shankar, Veenu (SUPERVISOR) Abstract: Health insurance has become an important financial protection tool in today’s healthcare environment, especially with the continuous rise in medical expenses, hospitalization costs, and lifestyle-related diseases. Despite the availability of various government and private health insurance schemes in India, awareness and understanding among young individuals, particularly college students, remain limited. This study focuses on examining the awareness level of college students towards health insurance plans and understanding their perception regarding the benefits, coverage, and importance of health insurance. The research was conducted using a descriptive research design with a quantitative approach. Primary data was collected through a structured questionnaire from 97 respondents belonging to different educational and demographic backgrounds. The study analysed factors such as awareness level, understanding of policy terms, purchasing behaviour, transparency of insurance companies, and knowledge regarding risk coverage and financial security. Statistical tools including percentage analysis, descriptive statistics, correlation analysis, regression analysis, and reliability analysis were used to interpret the collected data. The findings of the study reveal that although most students have basic knowledge about health insurance, many still lack detailed understanding regarding policy benefits, claim procedures, premium structures, and coverage terms. Social media, television, newspapers, and family members were identified as major sources of awareness. The study also found that awareness regarding financial protection and risk coverage positively influences the willingness of students to purchase health insurance plans. In addition, transparency and clear communication from insurance companies play a significant role in building trust and improving consumer perception. The study concludes that there is a growing awareness of health insurance among college students; however, there is still a strong need for better financial literacy and simplified insurance education. Educational institutions, policymakers, and insurance providers should work together to promote awareness programs, workshops, and digital campaigns to help young consumers make informed healthcare and financial decisions in the future.

2026-06-01T00:00:00Z