Market Linkages for Smallholder Farmers in Organic Agricultural Produce: A Comprehensive Review

The review paper examines the impact of market linkages on organic agricultural production among smallholder farmers. The aim of the research is to facilitate access to regional and international markets and to enhance the development of effective market linkage between organic producers, thus promoting market sustainability and strengthening economic ties within and among local businesses. By connecting farmers to markets, information, and inputs, this work seeks to improve their livelihoods. A comprehensive review integrates various sources of information and perspectives, allowing for a deeper understanding of the subject. The study employs a structured and potential-focused approach to outline the status of organic production and market linkages that foster rural development. It provides insights into the opportunities available for organic farmers through an examination of various research papers and case studies. Key objectives include identifying the challenges face by organic farmers in establishing market linkages, studying the current scenario of organic farming practices, and analyzing the implications for policies regarding organic implementation. Furthermore, it synthesizes key findings from a broad spectrum of studies and theoretical perspective. One significant issue highlighted is the inaccessibility of quality inputs, market information, certification, and other socio-economic challenges. Weak market linkages lead to market inefficiency, missed opportunities, and a reliance on imported goods and services. Therefore, well-informed government support policies, the empowerment of smallholders, and collaboration between the private sectors are essential for nurturing a sustainable agricultural ecosystem. The research identifies a gap stemming from the lack of specificity in prior studies research on organic market linkages, alongside inadequate research and insufficient data. The originality of the research lies in its focus on addressing real-world challenges related to organic market linkages and its pursuit of innovative marketing strategies for organic producers

Performance Analysis of Commercial Banks: A Case Study on Deposit Growth, Advances and NPA Management

This study examines the performance of 10 public sector commercial banks in India, focusing on deposit growth, advances, and NPA management from FY 2019-20 to FY 2023-24. Using secondary data collected from bank annual reports, the RBI website, and relevant literature, the study employs the CAGR and Independent t-test (at a 95% confidence level) to analyze key trends. Data analysis was conducted using SPSS 21.0 for Windows. The findings reveal significant variations in deposit growth among the sample banks. Canara Bank demonstrated the highest deposit growth with a CAGR of 16%, while the Central Bank of India reported the lowest growth at 4%. Similarly, in terms of advances, Canara Bank achieved the highest CAGR of 17%, whereas the Bank of Maharashtra recorded the lowest at 3%. Correlation analysis indicated a moderate positive relationship (r = 0.448) between deposit and advance growth; however, this relationship was statistically insignificant (p-value = 0.194), suggesting that higher deposit growth does not necessarily lead to a proportional increase in advances. In NPA management, Bank of Maharashtra showed notable success in reducing NPAs, achieving a CAGR of -24% in the Priority Sector Lending (PSL) segment and -54% in the Non-Priority Sector Lending (NPSL) segment. Conversely, Canara Bank faced a 12.1% increase in PSL NPAs and achieved only a -15% reduction in NPSL NPAs, highlighting asset quality concerns. The Independent t-test confirmed that NPSL NPAs were significantly higher than PSL NPAs (p-value = 0.000), indicating a greater risk in non-priority lending. The study recommends expanding branch networks in underserved rural areas to enhance financial inclusion and attract new customers. Additionally, banks should strengthen credit monitoring practices, maintain regular contact with borrowers, and implement proactive strategies to manage NPAs effectively. These insights can guide bank managers in improving asset quality, ensuring better financial stability, and enhancing overall performance

Study of ANN-based Load Frequency Control For Two-Area Power System

The controller based on Artificial Neural Network (ANN) for Load Frequency Control (LFC) in a two-area linked power system is designed and implemented in this article. The performance of the suggested ANN controller is compared with that of traditional fuzzy logic controllers (FLC) and proportional-integral-derivative (PID). The study of this paper shows that under various load circumstances, the ANN-based controller offers a significantly improved dynamic response. The Levenberg-Marquardt method was used to train the neural controller, which successfully reduces load frequency variations and improves system stability. The model of the power system has been simulated, and the performance of the controller has been assessed using MATLAB/Simulink. The suggested ANN controller performs better than the conventional and FLC in terms of peak overshoot, settling time, and control precision, demonstrating its appropriateness for present LFC applications

Immersion, Value and Identity: Mapping the Structure and Evolution of Consumer Behaviour in the Metaverse

AbstractThe rapid growth of metaverse technologies has increased interest from researchers and managers in understanding consumer behaviour in immersive virtual environments. Despite a rising number of studies, existing evidence is still scattered, and there is little clarity on the key ideas, major trends, and new behavioural themes in this area. This study aims to fill that gap by providing a detailed overview of 551 Scopus-indexed publications through bibliometric analysis and adding to these results with BERTopic modelling of a refined set of 62 studies focused on consumer behaviour in the metaverse. By examining performance metrics, co-authorship patterns, co-citation structures, and bibliographic connections, the study maps how metaverse research has evolved across marketing, information systems, psychology, and human–computer interaction. The topic modelling results show two main theme clusters: consumer experience and virtual value formation. These clusters highlight how elements like immersion, identity, virtual socialisation, and technology-driven engagement influence behaviour in metaverse environments. Trends over time show a shift from conceptual discussions of virtual reality to practical studies on virtual commerce, AI-enhanced experiences, and immersive decision-making. Overall, this research provides a solid foundation for understanding theoretical concepts, identifies new areas of knowledge, and points out opportunities for future research on consumer behaviour in the metaverse. The findings also give useful insights for those creating immersive platforms and digital strategies that meet changing consumer expectations.Keywords: Metaverse, Consumer Behaviour, Bibliometric Mapping, BERTopic ModellingImmersion, Value and Identity: Mapping the Structure and Evolution of Consumer Behaviour in the Metavers

The Anatomy of Panic: Availability Bias and Crowd Hysteria

The case study explores how availability bias shapes human perception in high-stress situations through the experience of Meera Sharma at the Maha Kumbh Mela 2025. Meera's deeply ingrained fear, influenced by her grandmother’s stories, dictates her response to a moment of panic triggered by a false rumor. The study examines how cognitive biases and herd mentality escalate mass hysteria, leading to irrational decision-making. Meera’s journey highlights the contrast between perceived and actual risk. The study underscores the role of critical thinking and real-time communication in mitigating panic. The findings emphasize the need for structured crowd management and psychological resilience training at large public gatherings

The Socio-Cultural Footprint of Tourism: A Case Study of Manas National Park’s Host Communities

While tourism is often analysed for its economic contributions, its socio-cultural impacts on host communities remain equally significant. This case study examines the socio-cultural transformations resulting from tourism development in the communities surrounding Manas National Park, Assam, a UNESCO World Heritage Site. The study explores both the positive and negative socio-cultural consequences, including changes in traditional lifestyles, cultural preservation, social cohesion, and conflicts arising from tourism activities. Additionally, it investigates the relationship between these socio-cultural impacts and the extent of community participation in tourism planning and management. Using a quantitative approach, data was accumulated through a structured questionnaire, and factor analysis was employed to ascertain key dimensions of socio-cultural impacts. Multiple regression analysis was conducted to assess the strength of the association of these impacts with community participation. The findings highlight the need for a balanced and inclusive approach to tourism development that considers local socio-cultural dynamics to ensure sustainable and community-driven growth

Impact of Social Media Marketing and Influencer Marketing on Business and Consumers

AbstractThis study examines the dual impact of social media marketing (SMM) and influencer marketing (IM) on business outcomes and consumer behavior. Using a descriptive research design with a sample of 135 respondents, this research investigates brand awareness, customer engagement, purchase intentions, and trust factors associated with these digital marketing strategies. Findings reveal that 76% of respondents acknowledge social media's significant role in enhancing brand awareness, while 83% report being influenced or open to influence in their purchasing decisions. Regarding influencer marketing, 67% of users actively engage with influencer content, with authenticity (52%) and expertise (54%) emerging as critical trust drivers. However, the study also identifies notable challenges including algorithm dependency, ROI measurement difficulties, and consumer concerns about authenticity and data privacy. The results suggest that while SMM and IM have revolutionized business-consumer interactions, their effectiveness depends heavily on transparency, ethical practices, and meaningful engagement. Implications for marketers and recommendations for future research are discussed.Keywords: social media marketing, influencer marketing, consumer behavior, brand awareness, digital marketing, purchase intentio

National Pension System and Its Role in Long-Term Wealth Creation: Evidence from a Survey-Based Study in Guwahati, India

AbstractThis study investigates the National Pension System (NPS) of India and its role in long-term wealth creation, with a focus on subscriber awareness, investment behavior, perceptions, and the influence of demographic factors. Using a descriptive, quantitative research design, primary data were collected from 200 respondents through a structured, close-ended questionnaire employing convenience and snowball sampling. The findings reveal a high overall awareness rate (86%), with 82% of respondents actively investing in the NPS. Government employees constituted the majority of participants (67%), reflecting the institutional integration of NPS within the public sector. Long-term wealth creation (cited by 86.5% of investors) and retirement planning emerged as the dominant motivations for NPS participation. While knowledge of tax benefits under Section 80C was reasonably high, awareness and utilization of the additional deduction under Section 80CCD(1B) remained substantially low, with over 50% of investors not claiming any tax benefit. The Tier I account was perceived as suitable for retirement planning by 74% of respondents, whereas the Tier II account suffered from low awareness and adoption (15%). A Cronbach's Alpha coefficient of 0.747 confirmed acceptable internal reliability of the Likert-scale instrument. Demographic analysis indicated that age (36–45 years), educational attainment (graduate and postgraduate), and employment sector (government) were significant correlates of NPS participation. The study recommends targeted awareness campaigns for private-sector employees and younger demographics, improved communication around tax benefits, and policy-level measures to enhance the attractiveness of Tier II accounts. Keywords: National Pension System, NPS, long-term wealth creation, retirement planning, tax benefits, Tier I account, Tier II account, investor awareness, PFRDA, Indi

A Study on Wealth Creation Through Strategic Investment Opportunities

AbstractThis study examines wealth creation through strategic investment opportunities among individual retail investors in Guwahati, Assam, India. Using a descriptive, quantitative research design, primary data were collected from 200 respondents through a structured questionnaire administered both online and offline across multiple bank branches. The analysis encompassed demographic profiling, investment behavior, risk tolerance, financial planning habits, digital platform usage, and investor satisfaction. Reliability of the Likert-scale instrument was assessed via Cronbach's Alpha, which yielded a coefficient of 0.83, indicating strong internal consistency. Chi-square tests of independence were applied to three hypothesized behavioral relationships. Results indicate that 95.5% of respondents are active investors, with mutual funds (30.4%), Public Provident Fund (13.3%), and fixed deposits (11.8%) being the most preferred instruments. The majority (83.2%) demonstrate moderate risk tolerance and 83% invest with a long-term horizon of five or more years. However, only 28% engage in detailed financial planning. Chi-square analysis reveals no statistically significant associations between having a clear investment strategy and satisfaction with returns, between belief in strategic investing and actually possessing a strategy, or between risk awareness and balanced portfolio allocation. These findings underscore a critical gap between investor knowledge and actionable financial behavior, highlighting the need for structured financial literacy programs, professional advisory access, and goal-oriented investment guidance. Keywords: wealth creation, strategic investment, mutual funds, financial planning, risk tolerance, Cronbach's alpha, chi-square test, retail investors, Indi

P.O.S. Terminal Usage Amongst Merchants in Guwahati: Assessing SBI's Market Share with Respect to Competing Banks

AbstractPoint-of-Sale (POS) terminals form a critical infrastructure of India's digital payments ecosystem. This study examines POS terminal usage patterns among merchants across diverse business sectors in Guwahati, Assam, with a specific focus on assessing the market share of State Bank of India (SBI) relative to competing banks and payment service providers. Primary data were collected from 81 merchant respondents via structured questionnaire (June-July 2024). HDFC Bank leads with 32.1% market share; SBI holds 9.9%. SBI terminals average Rs. 1,17,500 in monthly transactions.Keywords: POS terminal, digital banking, merchant acquiring, SBI, market share, Guwahati, fintech, UP