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  • ThesisItemOpen Access
    Buying Behaviour of Apple Orchardists Towards Pesticides in Budgam District of Kashmir Valley
    (SKUAST Kashmir, 2022) Mohamin Sahil Bin Ameen; Khan, Omar Fayaz
    Purpose – The purpose of present study on “Buying Behaviour of Apple Orchardists towards Pesticides in Budgam District of Kashmir Valley” was to examine the apple orchardists buying behaviour towards pesticides. Further, the present study aimed to study the factors that influenced the purchase of pesticides apple orchardists. The study was carried out on apple orchardists in district Budgam of the Kashmir valley during the months of October – November 2021. Design/methodology – A structured interview schedule was developed to carry survey on apple orchardists. The target population included apple orchardists of district Budgam of Kashmir Valley. Simple random sampling technique has been adopted to determine the sample size of 120 apple orchardists and data has been collected via interview schedule. Data summarization was done in tabular form with computation of frequency and percentage values. Further, mean as descriptive statistical technique was used to find factors important for pesticide purchase by apple orchardists. In addition to this, Analysis tool – One Way Annova, has been incorporated to study the significant association between various socio-economic variables and factors of pesticide purchase. The data has been analysed using statistical package for social sciences and inferences have been drawn accordingly. Findings – The findings of present study significantly confer that majority of the orchardists of district Budgam were using pesticides on their fields. Also, majority of orchardists (More than 60 per cent) relied on state agricultural university and government departments as the main the source of information regarding the spray schedules of these pesticides. Further, the findings of the present study suggested that majority of orchardists (about 40 per cent) used pesticides as a preventive measure against crop diseases. Moreover, about 86.7 per cent of the orchardists purchased the pesticides from private dealers and that 41.7 per cent were dependent on both cash and credit purchases. The results of study also revealed that 58.3 per cent of the orchardists opted to pay in cash only if credit sales were not available and 76.7 per cent of orchardists favoured same brands when prices changed. The results also revealed that the non-availability of required pesticides has a strong effect on the purchase of pesticides as 76.7 percent of the respondents turned to other branded products when the required band of pesticide was not available. Furthermore, it was also found that pesticide purchase is highly influenced by the factors – product quality followed by brand name and availability of a preferred product. In addition to this, the study also revealed that age has a significant effect on Product Quality, Product Price and Promotional Efforts. However, the farming experience of orchardists had a significant influence on Promotional Efforts only. Research limitations – The present study has relied on well-structured interview schedule, there is a chance of biasness in responses. Further, the study has been carried out in Budgam district of Kashmir; therefore, generalization of the results must be done only after consideration and studying of particular context. Implications – Product Quality, Brand Name and Timely Availability of Pesticides are the most important factors that influence the buying behaviour of the apple orchardists towards pesticides. Therefore, Agro chemical firms need to focus on these factors before positioning their brand among apple orchardists in order to gain market share. At the same time, Agro chemical firms should make their distribution network strong for timely availably of preferred pesticides. Further, now-a-day’s orchardists are actively using social media platforms –Facebook, WhatsApp and Instagram, therefore, Agro chemical firms must take advantage of the rising popularity. Further, these social media platforms can be used as a source of information to update the orchardists regarding pesticide industry through recommended marketing strategies.
  • ThesisItemOpen Access
    Work-Life Balance of Agriculture Students in UT of J&K
    (2022) Lubna Mehraj; Khan, Omar F.
    Purpose – The purpose of study “Work-Life Balance of Agriculture Students in UT of J&K” was to understand work life balance of agriculture students in two (02) leading multi-campus Agriculture Universities in UT of J&K. Further, to study significant association between work-life balance and stress on the academic performance of students. The study was carried out on Agriculture University students of SKUAST-K and SKUAST-J in UT of J&K. Design/methodology – A structured questionnaire was developed to carry out survey on Agriculture Students. Data has been collected from 315 students; 202 from SKUAST-K and 113 from SKUAST-J. Data was summarized in tabular form with computation of frequency and parentage values. Chi-square test has been carried out to study the significant association between demographic/personal factors and work life balance. Further Regression has been done in order to check dependency of Academic Performance on Stress and Work-life balance. The data has been analyzed using statistical package for social sciences version 20. Findings – In gender, males experience enough time for performing family obligations and had better balance of study life than Female students. However, Males experience more family pressure for studies than Female students. Students of younger age in UG degree program have higher pressure of studies from family than students of elder age in PG degree program. In religion, Hindu and Muslim students have better work-life than Non-Religion disclosure students. However, Non-Religion disclosure students had no pressure of studies from family than Hindu and Muslim students. In area of living, students living from Municipal areas felt difficulty in maintaining of work-life than village and town students, however, municipal and Village students faced pressure of studies from family than students from towns. In Income, Students from low income families experience difficulty in work life issues than students from medium and high income families, however, students from medium income families experience family pressure for studies than students form low and high income families. In educational institution, SKUAST-J Students experience less time for family after study hours than SKUAST-K Students, however, SKUAST-K Students have more pressure of studies from family than SKUAST-J Students. SKUAST-K, faculty of Horticulture & Agriculture students as well as from College of Agricultural Engineering experience less time for family and imbalance of study-life than other faculty students, however, students of Forestry and Fisheries as well as College of Agricultural Engineering and Sericulture experience family pressure than other faculty students. SKUAST-J students from Veterinary Sciences & Basic Sciences experience less time for family and imbalance of study-life than other faculty students, however, students from Veterinary Sciences experience family pressure than other faculty students. 60 percent of academic performance of agriculture students is contributed by work life balance and Stress level of respondents; however work life balance predicted 82 percent variance in academic performance whereas stress predicted 20 percent variance in academic performance. Research limitations – The respondents of present study included students only. However, there is scope to include other stakeholders of Agriculture Ecosystem. Although due care was taken to pre-test the questionnaire, there is limited scope to control the bias from the respondents in fulfilling questionnaire. The present study included Agriculture students from two institutions only; there is scope to include comparative studies on Agriculture students from top Agriculture Universities. Implications – In an agricultural ecosystem, role of quality education and research in Agriculture universities play important role to shape future generations for contemporary challenges in agriculture sector. In view of it, agriculture Universities must create a work culture where students relish learning and enjoy a balanced work-life. With this idea in mind, it is suggested to install system within agricultural university catering to female students’ work-life challenges by providing sports facilities, approved leaves per month, and Sensitive staff. Further, SKUAST-K and SKUAST-J must design policies with consideration of students income background-High, Medium and Low with introduction of mechanisms- database of students, fee concessions, free/subsidized participation in workshops/conferences, and scholarships. SKUAST-K and SKUAST-J must provide vibrant transport and hostel facilities to facilitate work-life of students. It is suggested that both agricultural universities especially SKUAST-K to create vibrant Placement cell for better job prospectus of students. As students with UG degree program have higher pressure of studies from family, it is suggested to design UG program as industry oriented course with focus on creativity, problem solving, and entrepreneurship.
  • ThesisItemOpen Access
    Economic Analysis of Production and Marketing of Button Mushroom in Central Kashmir
    (SKUAST Kashmir, 2022) Iram Sabha; Wani, S. A.
    A study on “Economic Analysis of Production and Marketing of Button Mushroom in Central Kashmir” was carried out in the Central Kashmir in the year 2021. A sample of 27 farmers was drawn by using simple random technique. Button mushroom growers were classified into three categories on the basis of number of mushrooms bags; viz., Small Category (≤ 100), Medium Category (101-200) and Large Category (>200). Local markets of Central Kashmir were selected purposively for conducting marketing study. A total sample of 27 mushroom growers, 7 wholesalers and 6 retailers were selected randomly. Results of the study revealed that all of the mushroom growers who were surveyed turned out to be literate. Button mushroom production contributed maximum in total farm income in case of large category. The operational cost was estimated to be Rs. 46800, Rs. 54000 and Rs. 100880 on small, medium and large category respectively. The total cost per farm of mushroom varied between Rs.28361 to Rs.116860. The cost of cultivation per kg of mushroom was found to be Rs. 156 for small category, Rs.119 for medium category and Rs. 83 for large category. Benefit-cost ratio which indicates the profitability of investment estimated for sample button mushroom growers was found to be 1.3, 1.7 and 2.4 in small, medium and large category respectively which indicated that the cultivation of the button mushroom was profitable in the year 2021. Cobb-Douglas production function was fitted to determine the elasticity of inputs employed in mushroom production. The four resource variables included in the production analysis have explained jointly 86% variation in the total output of the button mushroom. The fixed cost (X1), working capital (X2), labour (X3) turned out to be positive and significant but education (X4) was positive but unsignificant. The sum of elasticity coefficients (∑bi = 1.29) is greater than unity, which shows increasing returns to scale on overall farms under this crop. Three marketing channels were prevalent in the study area for marketing of mushroom crop viz., Channel-A (Producer → Consumer), Channel-B (Producer → Retailer → Consumer) and Channel-C (Producer → Wholesaler → Retailer → Consumer). The most favoured channel adopted by mushroom growers in the study area was Channel-C as the highest proportion of total marketed produce moved through this channel (59%). The study also pinpointed the various issues that the growers are facing in cultivation and marketing of the said crop. Maintenance of temperature and humidity required for its growth, non-availability of quality spawn, lack of proper knowledge of compost preparation, lack of skilled labourer proved to be some of the major constraints in cultivation of button mushroom. About 81 per cent grower perceived problem regarding the lack of assured market. Lack of storage facilities, Lack of guidance on post-harvest management, delay in payment, lack of advertisement were also regarded as some of the important factors in the marketing of mushroom.
  • ThesisItemOpen Access
    Determinants of Agri-Tourism and Their Influence on Tourist Visit Intentions: An Exploratory Study
    (SKUAST Kashmir, 2022) Mir, Fazal Mohammad; Abid Sultan
    The agriculture and tourism sectors are significant contributors to the Gross Domestic Product (GDP) of India. In recent decades, the developmental thrust through state and central sponsored schemes & policies have favoured strategic growth and development of these sectors. Besides, focusing on increasing productivity and performance of these sectors, many schemes and policies have been drafted for increasing inter-sectoral linkages and identification of new economic profit and generation opportunities, especially in the agriculture sector where farmers are struggling for sustainable & sufficiency of the farm income. Diversifying farm operations for increasing financial performance and other related products & services is the need of the hour. Over the years, many inter-sectorial industries such as agri-tourism have evolved in developed countries. India offers great scope for such industry both at the national and regional levels. Agri-tourism needs conceptual convergence with tourism, agriculture, and other associated sectors. Agri-tourism offers accommodation, farming experience, rural experience, recreational, leisure, and other activities to the visitors. These additional activities at the farm level bring a myriad of economic as well as non-economic benefits to farmers, visitors, and rural communities. From the farm unit perspective, agri-tourism is claimed to increase farm revenues and serve other entrepreneurial avenues to the farmer. Besides, such avenues contribute to the enhancement of farmer’s quality of life and rural development, The UToJK offers multiple economic and employment opportunities in the field of agri-tourism due to its rich resource base in the area of agriculture, horticulture, and tourism. Within this context, the current study titled “Determinants of Agri-Tourism and Their Influence on Tourist Visit Intentions: An Exploratory Study” was conducted. The study aimed at identifying the parameters/drivers that can provide for the creation and strengthening of agri-tourism in the UToJK. Based on the content review of the existing literature in the field of agriculture, horticulture, tourism, tourist visit intentions, etc, the study identified five parameters i.e infrastructure & facilities, food & ethnicity, destination attractiveness, experience & benefits, and culture & heritage. The identified parameters were studied viz-a-viz tourist visit intentions and five propositions were proposed in the study. The data for each parameter was collected through a well-structured questionnaire having statements on a five-point Likert Scale. Around 118 tourists were surveyed in the current study and regression analysis was used to test the stated propositions. The results revealed a positive association between the identified parameters and tourist visit intentions. The results also measured the influence of each parameter on the tourist visit intentions. All null propositions were rejected and alternate propositions were accepted. Also, with every one unit increase in each associated dimension, the propensity of the tourists for the agri-tourism related products & services was observed to increase. The study also measured the challenges associated with the agri-tourism industry in UToJK. For this purpose, 62 respondents spread over diverse backgrounds such as academicians, researchers, trade bodies, industry chambers, practitioners, hotelier associations, etc. were surveyed. Based on Garret ranking technique, the major challenge of agri-tourism was observed to be poor government support, schemes, and policies followed by Poor knowledge and skills on the part of the farmer, Lack of entrepreneurial mindset for the commercial approach of Agri-tourism and others. The study identified major drivers that can be of high significance in the creation and strengthening of the agri-tourism industry in UToJK. From a strategic perspective, UToJK has the potential to be a country hub for the agri-tourism industry of India offering multiple and diverse products & services with the potential of creating strong inter-industrial linkages and inter-sectoral linkages. To realize this potential, the solution to the challenge areas identified in the study needs to be explored. There is a high need of developing marketing and operational strategy for the agri-tourism industry of UToJK and also create awareness campaigns, technology integration, collaborations, and public-private partnerships that can create multiplier effects and ensure a sustainable flow of revenues and employment generation.
  • ThesisItemOpen Access
    Service Quality & its Influence On Consumer Loyalty In Restaurant Services In Srinagar District: An Exploratory Study
    (SKUAST Kashmir, 2022) Fayiza Firdous; Abid Sultan
    The purpose of this study is to give an understanding of the growth pattern of food processing industry of India vis-à-vis. Jammu and Kashmir. This study attempts to gain the understanding of different quality attributes that consumers look for while purchasing processed food products and the influence of those attributes on the purchase intention of customers in the UtoJK. The primary data is collected through a well-structured questionnaire containing parameters about quality such as freshness, colour, smell, texture, taste, price, brand, labelling, packaging, food certifications and environmental consciousness. The questionnaire was based on a five-point Likert scale. Secondary data related to present scenario of food processing in Kashmir region is collected from the existing literature. It is collected from Annual reports of MOFPI, Reports of Various Ministries, Annual Survey of Industries, State Digests etc. Suggestions to improve the quality of processed food products have been provided. The food processing industry of India and Kashmir has shown a positive percentage increase over the study period of 10 years with respect to the selected parameters that are; fixed capital per factory, working capital and GVA per factory, income and profit per factory. Except the parameter of employees per factory that has shown a relative decrease during our study period. Results revealed that all the selected quality cues are positively correlated to the purchase intention of customers. Thus showing a positive association and influence on the purchase intention of customers. The findings and suggestions provided in this research may assist the food processing industry of Jammu & Kashmir by providing new insights into the consumer’s perceptions of food quality. The study can offer beneficial insights to the stakeholders to infuse strategic growth and development of FPI at the national and regional levels. The results can be helpful to draft quality specific interventions that can accelerate the buying behaviour of customers towards processed food products.
  • ThesisItemOpen Access
    Role of Floriculture in Women Empowerment in Kashmir Valley-A case study
    (SKUAST Kashmir, 2020) Hadiya Mushtaq; Shaheen, Dr. F. A.
    Floriculture is the branch of horticulture, which is considered as high income generating enterprise. The commercial, aesthetic and social demand of flowers is increasing at a greater rate, therefore encouraging women to take up flower cultivation on a commercial scale. Thus, floriculture becoming a tool for women empowerment. Women engaged in floral business are operating their enterprises prudently. Floriculture, an intensive type of agriculture which generates more income per unit area than any other branch. A study on “Role of Floriculture in Women Empowerment in Kashmir Valley-A case study” was carried out in the Kashmir valley during 2018-2019. In this case study, an attempt has been made to access the inter-linkage of floriculture and women entrepreneurs in valley, to study the performance of women entrepreneurs in floriculture enterprise through economic feasibility measures and the constraints they face during production and marketing of floricultural crops. The study was carried out using both primary and secondary data, the primary data was collected from different market functionaries, and secondary data was collected from various relevant secondary sources. The area under floriculture in J&K is 51.77 million hectare, with the production of 29.97 metric tonnes. There has been a considerable increase in area as well as production in past few years. An inclusive analysis of floricultural enterprise was carried out in this study. The majority of growers in the study area lack adequate knowledge and modern technologies in cultivation of floricultural crops. The study is significant to analyze the growth and drift of floricultural enterprise in the valley. The average land holding per respondent under flower cultivation was found to be 4.66 ha. In recent years the central and union government has given a lot of attention to the development of floral industry. Wide range of ornamental crops and floricultural items are being produced by the growers such as cut flowers, loose flowers, nursery pot plants, shrubs and bushes. Among all, pot plants seem to be more profitable as compared to others because of being less perishable in nature. Transportation of flowers is the vital weak link in flora business in Kashmir. Flower consignment can remain in transaction for several days in bad weather when the connecting road to terminal market gets blocked. The marketing of floral produce in Kashmir lack appropriate organization and centralization. The direct marketing is less rampant among small and medium growers; they entirely depend upon the different market channels for disposal of produce to the consumer. The average cost of cultivation of floral crops were found to be 1303768 Rs /ha with an average returns of 2388200 Rs/ha. It was figured out that the floral venture provides employment to 103 man days. The majority of plant material is procured within Kashmir but the key proportion of sales is made outside the Kashmir. The study in essence revealed that there is lack of convergence between production and flower based industrial and entrepreneurial value chain. The strategic alignment of the farm, the market functionaries, the processor and the cold chain needs to be realigned for ensuring productivity and adequate returns to each stakeholder. The emerging socio-economic needs and increasing education in the valley has created a new vista of opportunities for large flower production base. The situation demands prospective planning in flower production in order to address the concerns of stakeholders.
  • ThesisItemOpen Access
    Consumer Perception and Purchasing Intentions for Organic Food Products: An Exploratory Study
    (SKUAST Kashmir, 2021) Rehana Rashid; Dr. Abid Sultan
    Organic food product market is increasing with each passing day. Organic food products are finding their place in the consumption basket of the consumers across the world, including India. Total market size of organic food market in India is around 100 million USD. India is a leading market for the organic food products and metropolitan cities such as Hyderabad, Mumbai, Bangalore, etc. are selling hubs for such products. Consumer’s perception is the most influential factor affecting actual purchasing intentions for organic food products. The purpose of current study has been to identify the factors that influence the consumer perception for organic food products and to determine the influence of these identified factors on purchasing intentions of consumers. To achieve this objective the current study was carried out in two districts of Kashmir region i.e. Srinagar and Baramulla. Based on the content review of the relevant literature six consumer perception parameters were identified i.e. Environmental & ethical consideration, health & food safety concerns, advertisement & promotions, quality & taste and brand image. These six parameters were found to be contributing towards consumer perception for organic food products. To collect data pertaining to these six parameters, a well-structured questionnaire was constructed based on five point likert scale. The questionnaire also contained statements for the purchase intention parameter. To measure and test the interaction between the six parameters and purchase intentions of the consumers for the organic food products, six propositions were formulated. The stated propositions were tested using regression analysis. Results revealed that environmental & ethical considerations, health & food safety concern, advertisement & promotion, quality & food taste and brand image were positively associated with the purchasing intentions of consumer for the organic food products. To measure cumulative effect of the six parameters, an aggregate parameter was constructed and regressed with purchase intentions. Aggregate parameter was also found positively associated with the purchase intentions of the consumers. The current study provides for describing the consumer perception related to the organic food products and also defines the association of the identified consumer perception parameters for organic food purchase intentions. The study can be beneficial for understanding the organic food purchase buying behavior among the consumers of the regional economies. It can also provide thoughtful cues to the policy makers, practitioners and entrepreneurs in understanding the consumer buying behavior for the organic food products as well as significance of building positive consumer perception for the having favorable purchase intention behavior. The limitations of present study included the response bias and sample size limitation. Further, due to the cross sectional nature of the data the interpretation of the results needs to be done cautiously. Also, generalizations of the results have to be done carefully. Future more, future scope of the current study includes investigating the consumer perception on more parameters and in further areas of UToJK.
  • ThesisItemOpen Access
    Measurement of Stress and Self-Efficacy of Farmers during Challenging Environmental Situations: A Case Study of Kashmir Region
    (SKUAST Kashmir, 2021) Zargar, Rafia Nabi; Dr. Abid Sultan
    The current study titled “Measurement of Stress and Self-Efficacy of Farmers during Challenging Environmental Situations: A Case Study of Kashmir Region” was attempted in the three districts of northern region of Union Territory of Jammu and Kashmir namely Baramulla, Bandipora and Kupwara. The current study contributes towards building up a far reaching comprehension of the challenges, various stress dimensions and stressors faced by farmers in resource-constrained economies like the Union Territory of Jammu and Kashmir. A total sample of 182 farmers as respondents were chosen from 12 villages by simple random sampling technique. The information was gathered with the assistance of a well-structured questionnaire by expressly conveying the questionnaire to the respondents. Garret ranking technique was utilized to rank the challenges and stressors and Regression Analysis Model was utilized to see the relationship between stress dimensions and self-efficacy. In light of the data collected from 182 respondents, the study identified the 18 challenges and 04 stressors – Financial, weather-related, work-related and social stressors and ranked them utilizing garret ranking technique. Various stress dimensions were recognized vis-à-vis Depression, Anxiety, Tenseness and Frustration-Fatigue and regressed with Self-Efficacy. The findings uncovered a negative association between dependent and independent variable. Subsequently, with each one unit expansion in depression, anxiety, tenseness, frustration-fatigue the self-efficacy gets reduced by 0.599, 0.538, 0.519, 0.643 units separately and with each one unit change in stress level the self-efficacy gets decreased by 0.49 units. These outcomes in this way demonstrate that stress enormously affects the self-efficacy of the farmers. Due to the challenges inalienable to agricultural work, it very well may be inferred that agricultural workers are at higher risk for mental health issues and are subject to various challenges/issues, psychological problems and occupational stressors. Hence, farming interventions are profoundly needed in the current agricultural sector of India, particularly at the regional levels having resource constraints and inequitable development. Strategic developments favoring inclusiveness and holistic development of farmers at the regional levels will help in creating a multiplier impact and accomplishing the objective of sustainable agricultural development. The study additionally provides insightful cues for developing a strategic perspective towards farmers and the farming profession at the regional levels, which can be useful to the policymakers and practitioners for creating interventions for making farming a not so much unpleasant but rather an alluring profession. Key words: Stress, Depression, Anxiety, Tenseness, Frustration-Fatigue, Self-Efficacy Challenges, Stressors,
  • ThesisItemOpen Access
    Study on price satisfaction and its association with customer loyalty: An exploratory study of banking services in Kashmir region
    (SKUAST Kashmir, 2021) Nowreen Ashraf; Dr. Abid Sultan
    Banking industry is increasing its operations across the globe, especially in the developing countries. In developing countries like India, the financial literacy and access is yet to reach its zenith, particularly in regions/areas having resource constraints like Jammu and Kashmir. With increasing customer knowledge and awareness, the demand for the quality service and need based products is increasing among the banking customers. Banking service providers are facing multiple challenges in retaining the customer trust and loyalty. Fruther, with decreasing operation costs in the banking operations due to the technology developments, the switching behaviour among the customers is increasing. This creates profit & market share wearing away in the banking industry. Therefore, it is highly imperative to identify those constructs which can increase customer retention and customer loyalty among the banking customers. One of the prominent construct which increases customer satisfaction, retention and loyalty is the price satisfaction dimension. Price satisfaction dimension is a multi-parameter based construct and is a highly significant construct that generates positive attitude and behaviour among the customers. It favours customer retention, repurchase and patronage of the services offered by the bank. Based on the content review of the literature pertaining to the price satisfaction, the study identified six dimensions related to the prices satisfaction construct i.e. price reliability, price confidence, price transparency, relative price, price-quality ratio and price fairness. These six parameters were defined & described through a well-structured questionnaire based on the five point likert scale. The current study is based on the exploratory research design having six propositions for the identified price satisfaction parameters and customer loyalty. Sample included 120 respondents availing the banking services from the banks (i.e., Grameen Bank, Ellaquai Dehati Bank, Co-operative Bank) located in the two districts of the Kashmir region i.e. Anantnag and Baramulla. The data collected from the respondents was analysed for price satisfaction and customer loyalty through regression analysis. Results revealed positive association between the six identified price satisfaction dimensions and customer loyalty. All null propositions were rejected in the present study and alternate propositions were accepted. The study also measured the cumulative effect of the six identified parameters by constructing an aggregate price satisfaction parameter. It was also found positive associated with the customer loyalty. Regression models were found statistically significant and influencing customer loyalty at one per cent level significance. The study provides insightful cues towards developing understanding with respect to building and strengthening of the customer loyalty and price satisfaction among the banking customers. The study also provides advantageous insights to the practitioners and researchers for increasing customer loyalty and thus ensuring higher profits and revenues in the competitive banking environment. The study can also be productive for developing comprehension about developing competitive advantage through the intangible assets like customer loyalty and thus creating superior firm value for the banks and organizations in an industry. The study has certain limitations like response bias, sample size, generalization of the regression results etc. However, the study can provide literature base for expanding the understanding about the price satisfaction, customer loyalty and competitive advantage for the future studies, especially for the studies being conducted in the areas having resource & economic constraints.