Table of Contents

Long Service Award and Loyalty Appreciation Programme in Different Companies 1

Aishwarya Ghosh and Dr. Bidisha Banerjee

Influencing Marketing Factors for Green Purchase Decision: Construct of a Scale 20

for Herbal Cosmetics Products
Akash Bhattacharya and Dr. Surjyasikha Das

Impact of Different Variables on Developing Brand Equity of Detergent Brands in 38

India
Amrita Chatterjee and Isita Lahiri

A Paradigm Shift of Skill Development in Women Employability 55

Md.Akbar, Shazeb Hanif, Surobhi Adhikari, Antara Banerjee and Sanchita Bose

A Study of Legitimate Organizational Culture in Indian Multinationals and Foreign 61

Multinationals of India
Aparna Vajpayee

Identifying Double Stigmatization: a Study on Portrayal of Disabled Women in 71

Indian Films Panorama
Bhavna Jha and Apoorva Shrivastava

Impact of New Entrant on Consumers’ Preference in Telecommunication Sector: a 78

Study on Reliance Jio at South Kolkata
Debarna Chatterjee and Dr. AnirbanMajumdar

Teacher Stress: a Case Study between Asutosh College & Shyamaprasad College 85
Debayan Sengupta

Nexus between GDP of India and Investment in Indian Railway 110

Dr. Debesh Bhowmik

A Study on Goods and Services Tax (GST) on Tourism Industry in India 134
Devdeep Banerjee

Customer Perception: a Study on Credit Card Use & Preference among Customers of 147
Different Banks in Kolkata
Devlina Das and Udit Chawla

Industrial Relation Processes of Manufacturing Industry in Bhutan 160

Dilip Kumar Chakraborty
Aparna Vajpayee
Pricing Strategies in Contemporary Business 177
Diptayan Bhattacheryya

Health Insurance: an Alternative to OOP Healthcare Expenditure in India 188

Goutam Sharma

Online Shopping Pattern in Kolkata: a Paradigm Shift in the Sphere of Home 198
Appliances
Dr. Isita Lahiri and Juin Ghosh Sarkar

Promotional Strategies Applied for Recent Bengali Films: Success or Failure? 211
Jyotirmoy Mazumder and Dr. Dev Malya Dutta

Enhancing Productivity by Process Planning in Fly Ash Brick Manufacturing 227

Industry
Madhuri Bhattacharya and Dr. Abhijit Chakraborty

Impact of Transformational Leadership on Effective Followership 239

Madhurima Basu and Kumkum Mukherjee

Value Relevance in Indian Pharmaceutical Industry – a Case Study 251

Madhusree Kundu (Banerjee)

Rising Trends of Digital Marketing in Corporate Hospitals : Effects on Decision 259

Making Behaviour of Consumers in Urban Areas
Moumita Roy Akuli

Rural Migration: a Subsistence Strategy for Human Capital 272

Nibedita Mallick

Impact of Marketing Culture for Creating Destination Loyalty in Selective Tourist 284
Destination in India
Nibir Khawash and Dr. Arup Kumar Baksi

Performance Evaluation of Some Selected ELSS Funds in India 298

Dr Parashar Banerjee

Brand Portfolio Analysis of Pharmaceutical Industry 304

Pranay Dev Mallick, Vishal Singh and Madhurima Talukdar

Training and Development Strategies for Growth of the Business: a Study on Indian 315
Public Sector Banks
Pritam Rudra
The Role of Demographic Profile and its Impact on Consumer Preference: a Study 327
on Manual Funds as an Investment Criterion
Priya Mondal and Sudip Kundu

Key Drivers of Talent Management for Sustaining High Levels of Employee 338
Retention: A Critical Study
Rajarshi Chakraborty and Parveen Ahmed Alam

Customer Perception: the Study about different Cosmetics Brands at Kolkata 352
Ritika Sen Gupta and Udit Chawla

Academic Autonomy-Sensible but Indispensable Mechanism for Quality Education 366

Dr. Sandip Kr Ghatak

Demonetization and its Effect in Rural Bengal with Special Reference to Purba 372
Midnapur
Saroda Chatterjee and Kandarp Singh

Management of Occupational Stress among Professors 397

Dr. Satarupa Datta

Corruption and Socio-Economic Development in India 405

Shiddalingaswami V Hanagodimath

Ayush – Strategic Paradigm Shift from Allopathic Healthcare to Alternative 413

Healthcare System
Subham Chakraborty and Sanchita Bose

Rural Advancement & Panchayati Raj : Sagacity of Indian Economy 423

Dr. Suparna Sanyal Mukherjee

Examining the Role of Media in Disseminating Public Awareness Programmes of 440

Government upto the Lower Strata of Society with Special Reference to Swach
Bharat Mission
Utsav Krishan Murari and Dr. Atish Prashar

A Study of Audience’s Tendency to Watch Video through Online Medium 449

Dr. Babita Agrawal and Anita Soni

A Study on Factor Identification for Online Cab in Kolkata 457

Dipayan Ghosh Chowdhury and Dr. Biswajit Roy

A Paradigm Shift of Skill Development in Women Employability 466

Md. Akbar, Shazeb Hanif, Surobhi Adhikari, Antara Banerjee and Sanchita Bose
A Study on Capital Market Performance Analysis of Small, Mid and Large Cap 471
Reshmi Das, Manindra Prasad Das and PrasantaGuha

Impact of Corporate Social Responsibility Advertisements on Consumer Brand 480

Awareness - an Empirical Study
Soumen Nath and Dr. Gargi Lahiri

Big Data Analysis to Predict the Valuation of Used Cars through Clustering 490
Algorithms
Debarka Banerjee and Dr. Biswajit Roy