Indexing

Abstract:The purpose of the study was to examine the influence of Project Management Practices on Project Sustainability in Trans Nzoia County, Kenya. The specific objectives of the study were; to determine the effect of Project Planning Practices on Project Sustainability, to assess the influence of Project Resource Mobilization Practices on Project Sustainability, to examine the effect of Project Monitoring & Evaluation Practices on Project Sustainability, and to assess the influence of Community Participation on Project Sustainability in Trans Nzoia County, Kenya. The Sustainability Theory, Systems Theory, The Participatory Theory and Freirean dialogue & Society Theory are the theories that guided the study. A descriptive research design was adopted for an in-depth study of the research objectives. The research targeted one hundred and fifty nine (159) respondents who were employees of the county government in whose dockets county project are vested, elected and nominated MCAs and the Chiefs in the county. The study employed a census method with the aim of ensuring that the findings of the study were thorough and detailed enough. Piloting was carried out to test the validity and reliability of the data collection instrument. The study adopted a structured questionnaire in collecting the views of the respondents on the research objectives. The one hundred and fifty nine (159) respondents comprise of 3 from the Trade, Commerce & Industry department, education department (6), Water & Environment (6), Finance (10), Health (6), Transport & Infrastructure (4), Gender, Culture, Sports, Youth & Tourism (4), Agriculture, Livestock & Cooperative development (5), Public Service Management (7), Sub-County Administrators (5), Ward Administrators (25), Elected and Nominated MCAs (39) and 39 Chiefs in all the county locations who represented the community in the study. Data was collected and analyzed using the Statistical Package for Social Scientists (SPSS) for interpretation and inference in line with the study objectives. The relationship between the dependent variable and the independent variables was established through the multiple correlation and regression analysis.  The study expects the results to contribute to the management of projects in Trans Nzoia County and beyond as well as contributing towards the existing body of knowledge in Project management field as forming a basis for scholars who may want to study issues related to project management practices. The study findings revealed a statistically significant regression effect. The prediction of the dependent variable was accomplished through the F distribution test (F =24.576) , greater than the 5% level of significance which indicated an overall model statistically significant with Project Planning Practices explaining 81.6% (at t~1.321) of Project Sustainability, Project Monitoring & Evaluation Practices 51.7% (t~1.343) of PS, Project Resource Mobilization Practices 76.6% (t~2.717) of PS, and Community Participation 76.6% (t~1.631) of PS Trans Nzoia County Projects. Of all the predictor variables, Project Planning Practices had the highest influence on Project Sustainability at 81.86% while Project Monitoring & Evaluation Practices had the least influence at 51.7% compared to other variables. The results are to act as a reservoir to the existing body of knowledge on Project Sustainability as well as forming a basis for scholars to study issues related to Project Management.

Abstract:Most public construction projects have experienced delays in their completion and it can be argued that if construction projects are not completed within the planned completion time losses are incurred either directly or indirectly. As a county, Trans Nzoia has initiated a number of construction projects but not all projects are completed as planned.  Therefore, the purpose of the study was to determine the factors affecting the completion of public construction projects in Trans Nzoia County.  Four specific objectives guided the study and these are: To determine the effect of resource allocation on the completion of public construction projects in Trans Nzoia County, To evaluate the effect of project monitoring on the completion of public construction projects in Trans Nzoia County, to examine the effect of knowledge and skills of project manager on the completion of public construction projects in Trans Nzoia County and to evaluate the effect of political factors on the completion of public construction projects in Trans Nzoia County. This study was anchored on; general systems theory, theory of constraints (TOC) and contingency theory. The study adopted a descriptive survey research design. The total population for the study was 724 respondents and samples of 144 respondents were selected. Purposive sampling was used to select the sample size which is a deliberate way of selecting the sample size. A pilot study was conducted where 20 questionnaires were administered to test validity and reliability prior to the actual data collection. 144 questionnaires were administered and 137 were filled and returned. After data collection, analysis and processing followed which involved cleaning, sorting and coding of raw data collected from the field and the Statistical Package for Social Sciences (SPSS) software version 23 was used in data analysis. Correlation coefficient, regression results and the ANOVA test were used for establishing the type and nature of relationship that existed among the variables. The findings showed that adequate allocation of resources which includes funds and human resources influenced completion of projects. This was evident from the majority respondents who agreed that adequate allocation of funds indeed affects the completion of projects. Knowledge and skills of the project major played a role as pertains to project completion and political interference influences project completion; this is based on the large majority of respondents who agreed that political leadership and political conflicts influence the completion of public construction projects. The study was faced with a limitation of respondents not free to engage the researcher due to the ongoing fight against corruption in the country and given some of the targeted respondents was found at the construction sites data collection was a challenge.  From the findings, it is therefore recommended that adequate resources should be channelled to the projects, the project managers should conduct regular monitoring of the project through close supervision and keeping track of the progress. Well trained, experienced and skilled persons should be employed in the projects and politics should be avoided in projects as they contribute to delays.
Keywords:Resource allocation, project monitoring, knowledge& skills, political factors and completion of public project.

Abstract:The Constitution of Kenya 2010 completely changed the way public participation is done in the country. It introduced a new legal framework and institutions to ensure transparency, accountability and citizen participation in formulation of public policies. Nevertheless, even with such legislations and framework on paper, county governments are still ineffective and inefficient in initiating and advancing policy formulation activities, most probably because of lack of formal structures, political influence, socio economic factors and low awareness levels on the part of the citizens. While there is almost universal acceptance of the principle of citizen participation in democratic societies, the means and extent of this participation are frequently contested. In Trans Nzoia County for instance, the presence of legally binding regulations for public participation has not translated into meaningful practice. The purpose of this study therefore was to assess the extent to which participatory governance has taken root at the local level, as well as the capacity of the County Government to promote this agenda; it sought to assess the influence of public participation in efficient policy formulation in Trans Nzoia County - Kenya. The specific objectives of the study were; to determine the role of institutional structures on public participation in policy formulation, to establish the influence of politics on effective public participation in policy formulation, to establish the influence of socio-economic status on public participation in policy formulation and to find out the extent to which citizen awareness influence public participation in decision making. Descriptive survey research design was applied in the study. The target population of the research was over 10,000 opinion leaders, 75 administrative leaders (Sub-County Administrators, Ward Administrators, and Chiefs) in Trans Nzoia County. Purposive sampling technique was used to select the administrative leaders while stratified random sampling was used to select opinion leaders.  The sample size of 179 respondents was determined using Magnani formula. Questionnaires and interview guides were employed for data collection. The data collected from questionnaires was coded, cleaned and analyzed using both descriptive and inferential statistics using SPSS version 23. The results of the study were presented in form of tables and figures. The study findings revealed that Institutional structures positively influenced citizen awareness and participation in the policy formulation process, Politics positively influenced institutional structures, citizen awareness and public participation, citizen awareness positively influenced public participation in policy formulation but the influence was not as significant while socio-economic status had the least significant influence on public participation in policy formulation. The most preferred and effective means of communication to reach the population was radio/TV, social media and posters/newspapers in Trans Nzoia County.The results will act as a basis for policy formulation to planners, especially the county government, in future endeavours to rope in citizens in public participation and general development projects of the county
Keywords:Institutional structures, local politics, socio economic status, citizens awareness and public participation.

Abstract: The purpose of the study was to assess the effect of social economic development on women empowerment in Kenya. A case of Mt. Elgon sub county, in Bungoma County. The specific variables of this study were: economic strategies empowerment, gender equality empowerment, political empowerment and social challenges empowerment. This study adopted a cross-sectional descriptive research design with a structured questionnaire that covered both qualitative and quantitative data. The target population of study was 200 respondents. Census survey was employed randomly, since the population was manageable. Data was collected from the respondents using open and closed ended questionnaires. Pilot test of 10% was done to test reliability and validity of the research instrument before the actual collection of really data. Data was analyzed with the help of Statistical Package for Social Sciences version 24 and   the same is presented in a form of tables, pie charts and graphs. This study concludes that there was need to do this study since the phenomenon has fully been addressed and what remains is the implementation of this research finding. The researcher recommends a further study to be done in other similar counties in Kenya so as to validate their findings with these findings and compare whether the outcome can have similar results.  The main determinant of the effect of social economic development on women empowerment was found to be gender equality. The government had initially provided free information, free by laws and   loans to benefit women groups in Kenya, like preference groups where women are inclusive to get 30% of all the tenders from both national and county government in Kenya since 2010 promulgation of the new constitution. A test of overall significance of all the four variables jointly; economic  strategies, gender equality, political and social challenges using ANOVA, at 0.05 level of significance found the model to be significant to the study. The weighty nature of the study requires that future studies be conducted using other women from other counties, which would lead proper generalization of the study findings. Relying on only one county women group such as was the case in the present study may not give a clear picture of social economic development in Kenya.  The study recommends other counties areas for further studies so as to address the remaining issues so as to enhance the findings of this study and arrive at an acceptable consensus.
Keywords:Economic strategies empowerment, Gender equality empowerment, political empowerment, social challenges empowerment and women empowerment.

Abstract: The relationship between debt management routines and financial performance of MFIs in Kenya is facing challenges in relation to debt management systems that are affected by internal control systems and client appraisal. Micro finance institutions are at a verge of collapse especially when debt management is not done efficiently and effectively handled. The main aim of the study was to analyze the influence of debt management systems on financial performance in selected Micro finances in Trans-Nzoia County.  The study was guided by the following objectives; to establish influence of Debt Collection Policy on financial performance, to study the influence of Internal Control Structure on financial performance and to find out the influence of Client appraisal on financial performance in Micro Finance Institutions in Trans Nzoia County, Kenya. The research study was guided by the following theories; Debt management theory, The Grameen Solidarity Group Theory, Debt-snowball Theory and Credit Market Theory. The research design that was used was descriptive research design and the target population was 12 Microfinance institutions where the branch managers, Operations Managers, Supervisors and selected staffs from each MFI was given questionnaires and be interviewed. The study adopted a census approach because of the small number of target population. The research tools that were used included questionnaires. Piloting was done among two institutions that were outside the area covered by study to ensure validity and reliability of results. The results were presented using both descriptive and inferential statistics approaches. Descriptive statistics that was utilized including percentages mean scores and frequency distributions. Inferential statistics was used to show relationship between variables by use of Pearson correlation coefficients. The findings were presented using tables, pie charts and graphs. Regression analysis was utilized to test:  the effect, level and Significance of the constructs where p < 0.05. Ethical consideration was implored to ensure confidentiality of respondents’ information. The findings of the study guides the county governments in setting up a framework that guided policy and practice of debt collection not only in micro finance institutions in Trans Nzoia County but also in other state owned ventures as well as private ventures where applicable. The study findings showed client appraisal was used since it is a viable strategy for credit management. The study found also that there is regular contact and reminders send to the customer. This helps financial institution recover their loans issued to the clients. Further, the study found that payment options are stated clearly on invoices to make it easier for customer to pay loans. In conclusion the study found that there was a positive influence of debt management systems on financial performance in micro finance institutions. Debt collection policy has a significant effect on financial performance. Policy terms are put in place to ensure that borrowers easily honor their obligations with minimal cost to the institution. The study recommends to the microfinance managers are to give more emphasis on utilization of debt collection policy it helps the microfinance institutions to set a safe customer credit limits. The study also recommends to the microfinance managers to further prioritize the use of internal control system since the use of customer credit application forms improves monitoring and credit management as well. The study suggested that a future research can be carried on the challenges facing debt management systems on financial performance in micro finance institutions in Kenya.
Keywords:Debt collection policy, internal control system, Client Appraisal, Financial performance.

Abstract:Promoting, deals and dispersion of merchandise and departments are characterized by electronic assistance as electronic commerce. In short, e-commerce is the trade that is placed within the electronic environment. All exercises that occur within the electronic environment that cause or affect trade can be considered as e-commerce. E-commerce is incredibly important within the exchange sector because it provides 24/7 interest to customers in many different regions. Ecommerce has an innovative structure that is much more vital than regular exchange and can be much less expensive. At the same time, while taking advantage of mechanical progress, a much larger mass can be reached. In its expansion, it can reach customer decisions more effectively and can conduct analyzes consistent with customer characteristics. E-commerce has many impact areas. Business life, financial and social life, promotion, shopping slots, and management can be registered in many regions. It has a powerful and fast dynamic commercial part. Consider legal reflections when thinking about space. Among the contracts that are controlled by e-commerce are laws and distant deals on buyer security. The e-commerce space and broad arrangement structure make it easy to reach diverse countries in global inferences. In this research, factors influencing consumer’s attitude towards e-commerce purchase decisions through online shopping for university students in Palestine taking into account. E-commerce has an enormous impact on the exchange division. For this reason, in this ponder variables that influence buyers' decisions for obtaining are being investigated. The information got by the survey method it will be detailed in agreement with the provided analyses.
Keywords:E-commerce, Consumer purchase decision, Online shopping.

Abstract:The major objective of this study is to investigate the relationship between corporate diversity and financial performance of manufacturing companies in Nigeria, with specific reference to how gender diversity, educational diversity, and board size affect financial performance of manufacturing companies listed on the Nigerian Stock Exchange. This study selects 10 listed manufacturing companies using non-probability sampling method in the form of availability sampling technique for a period of 5 years i.e. 2014 to 2018. Using Return of Asset (ROA) and Return on Equity (ROE) as measures of firm performance. For the purpose of this work, the study variables were analyzed using multiple regression to determine the variation in financial performance due to variation in corporate diversity. Descriptive statistics was used to provide summary statistics for the variables and subsequently, correlation analysis was carried out using Pearson Correlation technique for the Correlation between the dependent and independent variables, the findings of this study reveal that board size have a positive influence on manufacturing companies’ performance. Also the findings on educational diversity indicates a significant positive relationship between corporate diversity and performance of manufacturing companies in Nigeria. These findings have the implications that an increase in the number of directors on the boards of manufacturing companies in Nigeria will enhance their performance likewise diverse educational background on each person influence the performance of companies i.e. directors with higher educational qualification are able to deliver high quality output for the company, resulting in increased organizational and financial performance. Thus, this study recommends that companies should consider this when hiring employees for a certain position as differences in educational background hold an impact on the performance of the company itself.
Keywords:GenderDiversity, Educational Diversity, Board Size and Financial Performance.

Abstract:The Kenyan e-procurement system, also known as Integrated Financial Management Information System (IFMIS) is an automated procurement system and a core component of public financial reforms in Kenya. It is used for public financial management and control, accounting, audit and reporting. It was first implemented in Kenya in 2013. The e-procurement system has been implemented in the ministries, departments and agencies. The e-procurement system has automated supplier Management, Requisition Management, Quotation & Tender Management, Contract Management, Order Management, Inventory Management, Receipting Management, Invoice and Payment Management; online approval hierarchy for Purchase Order and Accounts Payable and automation of procurement planning in line with the approved budget estimates. This articleseeksto evaluate the effects of integrated financial management information system in Murang’a County. A case study of Kangema Kenya Cooperative Creameries. The specific objective of this study is to; determine the influence of budgeting process automation on effective management practices in KCC; to establish whether computerized human resource management has increased effective management practices in KCC; to evaluate the effect of Integrated Financial Management Information System (IFMIS) on financial reporting in KCC and to establish the challenges facing implementation of IFMIS towards effective management of IFMIS practice in KCC.
Keywords:Integrated Financial Management Information System, Contract Management, Challenges and   Tender Management.

Abstract:This article discusses the back ground information regarding youth enterprises, global trends on SMES competitiveness as well as regional trends on SMES competitiveness with a key focus on collaborative networks. The research objectives are the effects of collaborative networks, innovation, product diversification and entrepreneurial skills on competitive advantage of youth enterprises; This article narrows to collaborative net works. Conceptual framework focuses on both independent and dependent variables, independent variables namely; collaborative networks, innovation, product diversification and entrepreneurial skills; dependent variable namely competitive advantage. The purpose of this article is: to unite and to expand the existing cognitions about the concept of collaborative networks; propose the universal model for the process of transformation of implementing this concept. The instruments for data collection were the questionnaire directly administered by the researcher. A sample of 220 respondents was drawn from five different Sub- counties which makes Murang’a County.  The cluster and purposive sampling methods were employed. Data was analyzed using inferential statistics using Statistical package for Social Science. The Cronbach Alpha statistical tool was used to establish reliability with a coefficient of 0.653.The findings indicated that collaborative networks had a positive significant effect on competitive advantage of youth enterprises in Kenya. The study recommends that collaborative networks is a key player in establishing competitive advantage; the government through youth funds must strengthen and structure clear collaborative networks among youth enterprises with similar business activity to raise their competitive advantage.
Keywords:Collaborative networks.

Abstract:Tubers of 13 cultivars; 4 released check cultivars, 9 superior cultivars from varietal evaluation trialin the past were planted in November and grown during winter season in consecutive two years at Regional Agriculture Research Station Parwanipur in rice-based cropping system. Experiment was laid out in RCBD with four replications. Tubers were planted on ridges in 60x25 cm spacing fertilized with 1000:100:60 kg NPK + 15 ton compost per hectare. Result showed that cv. DxLBR43-12 (24.45 t/ha) followed by cv. DxLBR40-75 (24.31 t/ha) which had significantly higher yield as compared to the rest of the cultivars and had increased tubers yield by 61.1 and 60.1 percent respectively as compared to widely adopted variety Kufri Sindhuri. These two superior clones in the yield performance and late blight disease resistance were selected and recommended for cultivation in central terai.
Keywords:Central terai, late blight, rice-based cropping system, tuber yield.

Abstract:Marketing strategy is the main determinant of customer loyalty and satisfaction in the food and beverage industry internationally. The purpose of the study was to analyze the effect of marketing mix on customer’s loyalty and satisfaction in food and beverage restaurants of SMEs in Nairobi Kenya. Questionnaires were used to collect data whereby data was collected using a sample of 250 customers. Data analysis was done using Sobel test and path analysis. Product, promotion, place and price contributes to customer satisfaction by about 67.8% the other variables affects the rest.
The theory of cognitive dissonance guided the study. The descriptive survey design was used to enable a detailed analysis of the effect of marketing mix strategies on customer loyalty and satisfaction in food and beverage restaurants in Nairobi. The findings confirm that product, promotion, place and price all contributed positively to customer loyalty and satisfaction. The study found out that place is an important marketing mix element as it meets demand satisfaction but it should encourage demand.
Keywords:Marketing Mix (4Ps) , Customer Satisfaction, Customer Loyalty, Small and Medium Enterprises, Food and Beverage restaurants.

Abstract:The aim of this study is to analyze the organizational performance in corporate sector related to knowledge management. With the diversification and growing competitive sector, organization emphasizes enhance performance within the organization for better results and it depends on the upto date knowledge management. Knowledge management is an important issue in the business organization. The business firms, which is able to manage knowledge will secure competitive advantage and sustainable growth. In other words, the objective of this study is to analyze the impact of knowledge management on organizational performance with respect to corporate sectors as diary industries from Pakistan and Turkey. For this purpose, Companies A and B from Turkey and Companies C and D from Pakistan were selected as a sample of the study. The theoretical work is based on four variables such as knowledge conversion, knowledge acquisition, knowledge application and knowledge protection were taken as independent variables whereas organizational performance was taken as dependent variable. The experimental study is based on quantitative methods. However, the well-structure questionnaire is rearranged, and same question was asked from the employees in Turkey and Pakistan and also the interview was conducted with Companies A and B from Turkey and Companies C and D from Pakistan in order to get authentic results. The purpose of these hypothesis is to analyses the impact of KM on organizational performance as different factors are involved which have direct impact on organizational performance such as knowledge sharing, knowledge acquiring, data storage, data protection etc. Five hypothesis was tested regarding the impact of KM on organizational performance in corporate sector a cross cultural case study for dairy industry (Pakistan & Turkey). we also examined frequencies of the questions, Descriptive statistics, regression and correlation test in order to authenticate the hypothesis of this research. In this research we have concluded that knowledge management, knowledge conversion, knowledge acquisition, knowledge application and knowledge protection have positive significant effect on organizational performance. This study has assessed the positive effect of KM and a portion of its practices on Organization performance. Numerous investigations have presumed that KM is the principle motivation to business development. In this manner, it is a great idea to put resources into KM assets to achieve organization improvement, since KM assets and practices are connected legitimately and in a roundabout way to it when they are actualized successfully. Future research can be conducted by seeing either there are any other factors that can affect the impact on knowledge management on organization performance other than Knowledge conversion, Knowledge acquisition, Knowledge protection and Knowledge application in dairy industries and also by taking the sample of developed countries to check the different effect by considering the culture of each country.
Keywords:Knowledge Management, Knowledge Conversion, Knowledge Acquisition, Knowledge Application, Knowledge Protection, Organizational Performance.

Abstract:In any organisation, leadership is considered as a very important tool, which decides the organisation’s role in multinational corporations. The employees mainly join the organisation and stay, as they have belief in the motivation and inspiration of leadership. This study aims to show the role and impact of leadership in the motivation and retention of employees and the leader’s vision about retaining employees for working in the organisation. In this research, a variety of determinants will be examined in reaction with employee retention in Saudi Arabian organisations. The research has purposefully presented the argument that with the help of effective leadership, the employee turnover rates can be reduced to a great extent, because leadership is mainly recognised as the most significant determinant in retaining employees. Therefore, the main focus of the study is centred on different leadership styles followed in the organisations and the types of leaders who influence their subordinates and employees the most. Moreover, in this research, the proceeding area to be studied is regarding the conceptual framework of leadership, which explains the importance and ways of retaining the employees in the organisations of Saudi Arabia. Along with this, the study will also help in identifying different organisational cultures and attitudinal differences among the people, which will clearly help in demonstrating the role of leadership.
Keywords:Leadership, Employee Retention, leaders, Practices.

Abstract:Studies have shown that many researchers have poor results and conclusions because the bedrock of the research which is the survey design is being neglected or wrongly applied. This is due to the fact that the research proposal, objectives and its administration are not properly applied. It becomes apparent that attention should be given to survey design in any research because it involves the use of samples or collection of data which invariably will be used in getting the desired result. Hence, this paper tends to identify the components of survey design in a research, which are cross-sectional and longitudinal research design. Also it explains the determinants of survey design by research students in management and social sciences. This study concluded by analyzing the determinants of survey design such as establishing the goals, selection of sample, timeline, mode (administering questions and recording response), development of questions, reliability and validity as basis of a good research work.
Keywords:Survey, Research, Design and Determinants.

Abstract:The aim of this research work is to highlight the problems facing small-scale industries in Nigeria. I have briefly examined in the introductions the definitions and roles of small-scale industries in Nigeria and the major problem facing them. I have also endeavored to offer feasible solution to these problems. This study has been divided into five main chapters, in chapter 1, I discussed briefly the importance of industrialization in fast growing economy like Nigeria.  The causes of failure of   industries in Nigeria were highlighted. Chapter two tries to draw attention to the views of different writers, scholars as well as seasoned, and experienced industrialist who wrote or expressed their opinion on the use (causes of failure of industries).
Keywords:small-scale industries, fast growing economy, feasible solution, problems. 

Abstract:Corporate world is changing its way of doing business regionally and globally, Learning institutions worldwide have realized the need for prompt communication with their stakeholders. In the past there has been a problem in the way business processes were relating, hence there is a need for integrating them to enable faster execution of organizational functions. Universities in Kenya and beyond have seen the need for full implementation of enterprise resource planning system to address promptness in sharing data. This study sought to assess the effectiveness of student management module of Enterprise resource planning system (ERP) on customer satisfaction in Public universities in Kenya South Rift Region. The target population was 192 ERP users of Public universities in South Rift Region where a 85 response was erecived. Purposive sampling was employed followed by stratified sampling technique. The research employed descriptive survey design where adat was collected using structured questionnaires. Data collected from the research study was analyzed using descriptive statistics. The study recommends that universities should; develop a system where students access their academic information such as transcripts, fees balances, units registration and all correspondences online; fully embrace biometric identification of students so as to weed out imposters; develop an Online Student application and student registration an trained all employees on ERP system.
Keywords:customer, customer satisfaction, Enterprises Resource Plannning System, student management module.

Abstract:Corporate Social Responsibility (CSR) basically refers to what is done by organizations to positively influence the society in which it exists. This could include, healthcare initiatives, preservation of cultural heritage and beautification of cities /towns, community relations, special education/ training programs and scholarships and volunteer assistance programs. This study examined the effects of Customers Corporate Social Responsibility on employer branding in tea factories in Kericho County. The study adopted a descriptive research design to explain the existing CSR phenomenon in relation to employer branding. The target population of 5002 stakeholders of the tea factories was selected purposively to cater for those populations that had experienced the effects of CSR. A sample of 370 respondents was randomly selected based on Yamani. Data was obtained from self-structured questionnaires with close-ended questions. Analysis of qualitative data was done manually using thematic summaries and presentation. Quantitative data was analyzed using descriptive and inferential statistics aided by International Business Machines (IBM) Statistical Package for Social Scientists (SPSS) statistical computer package version 22 then presentation was done using frequency tables. The study concludes that customer social responsibility have positive and significant effects on employer branding.
Keywords:Community, Corporate Social Responsibility, Customer.

Abstract:The buying pattern of consumer is changing at a faster rate in the customer-oriented market environment. Consumer behaviour changes when it comes to the product, price, features, quality, packaging, buying behaviour, status, generation, age of the customer etc. However, youth is the most complicated group to correspond with. The changing preferences of the present day customer effects the purchasing pattern because they mostly follow the rhythm of fashion and taste according to the changing time. Therefore, Marketers spend crores of rupees and invest too much time on market research every year to identify and predict the changing customer behaviour. Now digital marketing has posed many challenges to the marketer in the retail segment. The present generation is more fascinated with the online shopping than the conventional buying. The marketers are forced to come up with the innovative way of selling due to the pressure of the present generation’s purchasing behaviour. The purchasing behavior and behavioural pattern of customer has as greater influence in the buying behaviour, hence in this study, “Digital marketing and its Effect on Purchasing behavior of customer is focused as the core problem. The study reveals that most of the customer of the present generation have access to the digital media but they lack the awareness about its optimum utilization.
Keywords:Digital marketing, Customer, purchasing behaviour of Customer.