Ahmedabad City Research Articles

A Study of Consumer Awareness Regarding Health Issues Caused by Consumption of Cold Drinks in Ahmedabad City

This study explores consumer awareness regarding health issues caused by the consumption of cold drinks in Ahmedabad city. The research examines associations between age, reasons for cold drink consumption (e.g., taste, habit, socializing), and the occurrence of health problems such as diabetes, digestive issues, and dental problems. It also investigates how consumers gather information about the health impacts of cold drinks, with a focus on sources such as social media, family/friends, schools, and health professionals. The findings reveal weak associations between age and reasons for consumption, suggesting that cold drink preferences are not strongly age-dependent. However, digestive issues are more significantly associated with cold drink consumption compared to other health risks like diabetes and dental problems.The study also highlights the importance of labeling and natural ingredients in influencing consumer choices, as well as the role of government campaigns in raising health awareness. Practical implications include the need for targeted public health campaigns, clearer product labeling, and promoting healthier beverage alternatives. The findings suggest that age-specific interventions, especially leveraging social media for younger consumers, can be effective in raising awareness and promoting healthier behaviors. Future research should explore psychological and behavioral drivers, evaluate the effectiveness of public health interventions, and investigate long-term health impacts to provide deeper insights into cold drink consumption patterns and their health consequences

A Study on Consumer Preference of UPI With Reference to Ahmedabad City

This study investigates the associations between age and preferences for various payment methods, particularly focusing on Unified Payments Interface (UPI). Utilizing a quantitative approach, we tested multiple alternative hypotheses to explore how age influences payment preferences and perceptions. Results indicate that younger consumers tend to favor UPI due to its convenience, while older adults exhibit a preference for traditional payment methods such as debit and credit cards. Concerns about security and usability are notably more pronounced among older users, suggesting the need for tailored educational initiatives and user-friendly designs. The findings contribute to existing consumer behavior theories by integrating age as a critical factor in technology adoption. Practical implications emphasize the importance of targeted marketing strategies, enhanced user experiences, and effective communication regarding security features to foster greater acceptance of digital payment systems across all demographics. Recommendations for future research include longitudinal studies, cross-cultural comparisons, and an exploration of emerging technologies in the payment landscape. Understanding these dynamics is crucial for stakeholders aiming to enhance digital payment adoption and ensure inclusivity in the financial ecosystem

Study on Impact of Neuroeconomics Tactics used by Streaming Services Companies (Eg. Netflix, Spotify) on Genz's Purchase Intentions in Ahmedabad City

This paper reflects on how the neuroeconomics strategies employed by streaming companies, like Netflix and Spotify, affect Generation Z's purchasing intentions in Ahmedabad City. Neuroeconomics endeavors to be an integrative science that explains how neuroscience and psychology will intervene in or complement economics to develop knowledge about understanding consumer decision-making processes and those factors that influence buying behavior. Having established such neuroeconomic theories, streaming service companies then hunt them under the guise of optimized user experience with visual and auditory stimuli and tailored recommendations to keep the user interested and waiting for another subscription or purchase. The effects of such strategies are pretty important to understand for the Gen Z audience - a bunch of kids known for their tech-savvy nature and instant gratification. This paper investigates how streaming applications make use of cognitive biases arising from loss aversion to dopamine-driven reward systems and social proof influencing the buying behavior of young consumers. A mixed method approach was used on a representative sample of Gen Z youths by surveys and interviews in Ahmedabad to collect the data. Overall, the findings from this study are expected to be very informative on how neuroeconomic strategies will or will not impact the consumption behavior of Gen Z in the streaming industry. This would be followed by actionable recommendations for companies about how they can maximize their marketing efforts to resonate more effectively with this emergent market going forward. As neuroeconomics and consumer behavior begin to intermix, streaming services stand to increase users' engagement, amplify sales, and cultivate long-term customer loyalty with Gen Z among urban India.

A Record-Based Study on Epidemiological and Clinical Characteristics of Measles Patients Admitted in a Tertiary Care Hospital of Ahmedabad City, Gujarat

A Record-Based Study on Epidemiological and Clinical Characteristics of Measles Patients Admitted in a Tertiary Care Hospital of Ahmedabad City, Gujarat

Strategies for Effective B2B Sales in the Corporate Gifts Industry: Best Practices and Success Tactics in the w.r.t Bag Manufacturing in Ahmedabad City

The corporate gifting industry has grown exponentially due to increased brand awareness and relationship management in corporate environments. Therefore, an effective B2B sales strategy is an important task for companies operating in this sector. The study focuses on the corporate gifts industry, particularly the banking sector of Ahmedabad, a commercial and industrial hub. Corporate gifts, including bags, are an important tool to increase brand awareness and promote business relationships at events, employee engagement, CSR activities and customer engagement. Recognizing the importance of these gifts requires a thorough analysis of effective B2B sales strategies to meet the branding and marketing goals of corporate clients. This paper discusses strategies to improve B2B sales efficiency in manufacturing banks in Ahmedabad and examines the various product offerings and customization options available in the market. To analyze the current market trends, key players, customer needs and competitive environment related to Ahmedabad. Successful marketing strategies in this area are customer-oriented and focus on customized solutions, quality, design, personalization and customer experience. In addition, the use of digital marketing and e-commerce platforms is essential to increase visibility, engagement and customer satisfaction in this evolving environment. Strategic partnerships and collaborations with suppliers and distributors play a key role in optimizing sales growth and market intelligence. By examining best practices and successful strategies, the study aims to provide useful insights to banks in Ahmedabad looking to strengthen their sales strategies and achieve growth in the highly competitive corporate gifting industry

Waste Management In India With Special Reference To Ahmedabad City

This comprehensive study examines the complex landscape of waste management in India, with a particular focus on Ahmedabad city in Gujarat. The research delves into the current state of waste management practices, the socio-economic conditions of rag pickers, and the emerging trends in eco-friendly packaging. Through extensive literature review, field surveys, and data analysis, this paper provides insights into the challenges and opportunities in India's waste management sector. The study reveals significant gaps in waste collection and processing systems, the precarious living conditions of rag pickers, and the potential for eco-friendly packaging to mitigate waste generation. The findings underscore the need for integrated waste management approaches, improved working conditions for informal waste workers, and widespread adoption of sustainable packaging solutions. This research contributes to the growing body of knowledge on urban waste management in developing countries and offers policy recommendations for more sustainable and equitable waste management practices.

One Health risk perception among the urban vulnerable dwellers of Gujarat, India: A cross–sectional assessment

Objective: To assess One Health risk perception and local knowledge concerning threats arising from the interaction of humans, animals, and the environment at the community level with a particular emphasis on zoonotic disease transmission at Ahmedabad and Gandhinagar City, Gujarat, India, where the majority are vegetarians. Methods: A cross-sectional design with cluster sampling was employed with 387 participants participated in a quantitative survey, comprising 192 livestock handlers and 195 non-livestock handlers. Additionally, 20 in-depth interviews explored qualitative insights. Data were processed using MS Excel and analysed using Stata version 14. Results: In our study, we observed varied risk perceptions among predominantly female participants. Among livestock handlers, 23.4% acknowledged the potential for zoonotic transmission, while this awareness increased to 41.0% among non-livestock handlers. Although handwashing after animal contact and work was common among livestock handlers, only 20.3% recognized the pivotal role of hygiene in preventing zoonotic diseases. Similarly, 37.0% of livestock handlers and 47.2% of non-livestock handlers understood the risks associated with consuming raw milk and meat, which reveals a statistical difference between these two groups (P=0.000). Another significant difference was observed in the perception on animal waste disposal sites with 58.9% of livestock keepers and 80.0% of non-livestock keepers considering such sites as risky factors (P=0.000). Furthermore, vaccination awareness was high, with 85.4% of livestock handlers and 88.7% of non-livestock handlers being aware of vaccination as a preventive measure against zoonotic diseases. Interestingly, non-livestock individuals demonstrated a higher level of awareness regarding zoonotic diseases compared to their livestock counterparts. Conclusions: This study emphasizes the urgent need for collaborative One Health interventions to address zoonotic disease risks among livestock handlers in India. By bridging knowledge gaps and promoting proactive measures, we can effectively safeguard public health and well-being in the face of emerging zoonotic threats.

Forecasting Maximum Temperature Trends with SARIMAX: A Case Study from Ahmedabad, India

Globalization and industrialization have significantly disturbed the environmental ecosystem, leading to critical challenges such as global warming, extreme weather events, and water scarcity. Forecasting temperature trends is crucial for enhancing the resilience and quality of life in smart sustainable cities, enabling informed decision-making and proactive urban planning. This research specifically targeted Ahmedabad city in India and employed the seasonal autoregressive integrated moving average with exogenous factors (SARIMAX) model to forecast temperatures over a ten-year horizon using two decades of real-time temperature data. The stationarity of the dataset was confirmed using an augmented Dickey–Fuller test, and the Akaike information criterion (AIC) method helped identify the optimal seasonal parameters of the model, ensuring a balance between fidelity and prediction accuracy. The model achieved an RMSE of 1.0265, indicating a high accuracy within the typical range for urban temperature forecasting. This robust measure of error underscores the model’s precision in predicting temperature deviations, which is particularly relevant for urban planning and environmental management. The findings provide city planners and policymakers with valuable insights and tools for preempting adverse environmental impacts, marking a significant step towards operational efficiency and enhanced governance in future smart urban ecosystems. Future work may extend the model’s applicability to broader geographical areas and incorporate additional environmental variables to refine predictive accuracy further.

Assessing the acceptance of cultural policies among heritage homeowners: a study of Ahmedabad’s heritage TDR implementation, capacity building, and satisfaction

This paper examines the influence of the Heritage Transfer of Development Rights (HTDR) among heritage property owners and explores how its successful implementation has been hampered based on the study of two indicators—policy awareness and implementation efficiency—which are vital for generating initial interest among stakeholders and leading them to use the policy.The HTDR policy at Ahmedabad, introduced in 2015 as an incentive program supporting the conservation of privately owned properties within the old city of Ahmedabad, has failed to generate much interest among the local community. As per the documents available online on the website of Ahmedabad Municipal Corporation, in the last 9 years, only 81 properties with TDR certificates. It is thus very pertinent to identify the reasons for its lack of influence and acceptance. In this study, a mixed method was adopted involving a closed-ended survey and semi structured interviews. The inferences are based on the responses gathered from heritage property owners currently living in heritage properties and those living elsewhere. The heritage properties were identified based on a random sampling method from the listed heritage properties spread across the 13 wards of the walled city. Based on the research findings, although most property owners are aware of the HTDR policy and find it an essential tool for conserving heritage in Ahmedabad, awareness of the whole mechanism and application process is significantly limited.The implementation of the HTDR policy is highly inefficient, and more awareness must be generated among owners. Moreover, more training or technical assistance needs to be provided to them to help them access the incentive program. The lack of a proper and comprehensible policy brief or document further hinders the situation. Overall, property owners are not completely satisfied with the HTDR policy and suggest critical revisions, such as reducing the file clearance time, calculating a new TDR amount, and modifying the stages of fund disbursement.

Prevalence and Risk Factors of Work-Related, Non-Specific Low Back Pain Among Physiotherapists in Ahmedabad City

Introduction: Low back pain (LBP) is the major public health problem across the world. Physiotherapy professionals are more prone to work related LBP because they are linked to major physical efforts such as transfers and patient handling manoeuvres, uncomfortable or prolonged working positions, trunk flexion and rotation movements and reactions to a fall or unexpected movement by the patient. LBP is a multifactorial condition. Various factors like, personal, biomechanical, psychosocial and organisational are associated with work related LBP among physiotherapists. Methodology: A link to an online self-questionnaire was sent to physiotherapists working in Ahmedabad city since last 12 months. The various patterns of practice were compared with regard to the prevalence of LBP, the total number of days with LBP during last 12 months, and the degree of exposure to organisational, biomechanical and psychosocial risk factors. Results: The result was carried out by using Microsoft excel. Results showed that there is 95% prevalence of work-related low back pain among physiotherapists specifically, those working since last 12 months. The mean score of NPRS was 7. Conclusion: There is significant prevalence of work-related low back pain among physiotherapists in Ahmedabad city. Keywords: physiotherapists, work-related, low back pain, Ahmedabad city

Assessment of awareness among primary school teachers toward students’ oral care in Ahmedabad city, India – A cross-sectional study

ABSTRACT Background: Primary schools fit the criteria for oral health awareness program, and the leading reason is that health behavior developed during early age period has concrete foundation in children’s health practices. Limited amalgamation of dental education in school syllabus is the prime reason, why oral health knowledge in schoolteachers must be optimum. Aim: This study aimed to assess the awareness among primary school teachers toward students’ oral care in Ahmedabad city. Setting and Design: A cross-sectional study enrolling 240 primary school teachers of government and private schools of Ahmedabad city. A total of 16 questions were formulated for the study. Materials and Methods: Schools within a 7 km radius of the institute were considered a sampling frame. Both government and private schools with primary level were included in the study. Cronbach’s alpha value was 0.71 which shows adequate internal consistency and reliability of a given questionnaire. Statistical Analysis Used: The descriptive statistics were expressed in frequency and percentage. The Chi-square test was applied to analyze oral health awareness among government and private primary school teachers. Results: 72.9% of teachers were female. Government school teachers reported significantly higher level (P ≤ 0.05) of knowledge about the number of times one should brush their teeth in a day. 87.4% of government school teachers and 90.5% of private school teachers agreed on attending oral health education program. Conclusion: The present study findings conclude that primary school teachers’ oral health knowledge is good. Their attitude is pragmatic, and practice toward students’ dental care is favorable.

GIS and Remote Sensing as Decision Support Tools for Urban Flood Analysis and Recommendations: A Case Study of Vasana District in Ahmedabad

In recent years, urban flooding caused by heavy rainfall has become a pressing global issue, including in Indian cities that face challenges such as high population density, rapid development, and resulting encroachment on natural resources. The process of urbanization has significantly altered the natural characteristics of cities, such as green spaces, water bodies, and topography, replacing them with densely built areas and increasing the proportion of impermeable surfaces. This transformation has disrupted the natural drainage patterns and reduced the ability of the soil to absorb water. Consequently, urban areas with high imperviousness experience more frequent and severe flooding events, disrupting social life, ecological balance, and economic activities. The primary objective of this research paper is to explore the potential of Geographic Information Systems (GIS) and Remote Sensing as a tool for analysis and recommendations in Urban Flooding in Municipalities of fast-growing cities. The study focuses on the Vasna ward of Ahmedabad city, systematically investigating its current conditions using GIS and remote sensing, and proposing strategies to prevent future flood occurrences by incorporating sustainable urban drainage (SUDS) principles into the planning framework of the city.

TSANet: Forecasting traffic congestion patterns from aerial videos using graphs and transformers

Forecasting traffic congestion patterns in lane-less traffic scenarios is a complex task because of the combination of high & irregular vehicle densities, fluctuating speeds, and the presence of environmental obstacles. Existing techniques like vehicle counting and density prediction, which successfully estimate congestion in lane-based traffic, are unsuitable for lane-less traffic scenarios due to the irregular and unpredictable nature of traffic density patterns. To overcome these challenges, we propose traffic states to measure congestion patterns in lane-less traffic scenarios. Each traffic state is characterized by the spatio-temporal distribution of neighbouring road users, including vehicles and motorcyclists. We employ traffic graphs to capture the spatial distribution of neighbouring road users. Also, we propose a novel method for the automated construction of traffic graphs by leveraging the detection and tracking of individual road users in aerial videos. Further, in order to incorporate the temporal distribution, we utilize a transformer model to capture the evolution of spatial traffic graphs over time. This enables us to forecast future spatio-temporal distributions and their associated traffic states. Our proposed model, named Traffic State Anticipation Network (TSANet), can effectively forecast future traffic states by analysing sequences of current traffic graphs, thereby enhancing our understanding of evolving traffic patterns in lane-less scenarios. Also, to address the lack of publicly available lane-less traffic datasets, we introduce EyeonTraffic (EoT), a large-scale lane-less traffic dataset containing three hours of aerial videos captured at three busy intersections in Ahmedabad city, India. Experimental results on the EoT dataset demonstrate the efficacy of our proposed TSANet in effectively anticipating traffic states across diverse spatial regions within an intersection. In addition, we also show that TSANet generalizes well for previously unseen intersections, making it suitable for analysing various traffic scenarios without the need for explicit training, thereby enhancing its practical applicability.

Association of digital device usage and dry eye disease in school children.

To investigate the influence of digital device use (computers, laptops, tablets, smartphones) on dry eye disease (DED) in a pediatric population. This was a cross-sectional study. School children studying in grades 5-9 at two private schools in the city of Ahmedabad, the capital city of Gujarat, India were invited to participate in the study. In this study, 462 children underwent ocular examination including tear film breakup time (TBUT) and Schirmer's test. Questionnaires were administered for collecting information on the type and duration of digital device usage separately for academic and leisure activities and the Ocular Surface Disease Index (OSDI) score. The mean age of participants was 11.2 + 1.4 years, and 63% were boys. The mean OSDI score was 37.2 + 11.8, and 90.5% had symptoms of DED. Children with moderate to severe DED (n = 88, 19%) had longer daily duration of device use and lower Schirmer's test and TBUT values compared to children with mild DED (P = 0.001). A cumulative exposure time of more than 3-3.5 h per day had a significantly increased risk of DED. Multivariable logistic regression analysis showed that increment in computer usage (odds ratio [OR] 1.94 for every half an hour increase, 95% confidence interval [CI] = 1.2-3.1) and children studying in higher grades (OR 1.30, 95% CI = 1.1-1.6) had a higher risk of moderate to severe dry eye. Cumulative device exposure time of more than 3-3.5 h per day had a significantly increased risk of pediatric DED. Children with an increment in computer usage by half an hour per day had a higher chance of experiencing moderate to severe dry eye. Policymakers should aim to restrict the screen time below 3 h on a daily basis.

EMPLOYEE ENGAGEMENT PRACTICES AND THEIR IMPACT ON STARTUP GROWTH: PERCEPTION OF AHMEDABAD ENTREPRENEURS

India's startup ecosystem has rapidly evolved, becoming a global hub of innovation and entrepreneurship. Employee engagement practices are pivotal for startups in this competitive landscape. Engaged employees are more productive, innovative, and committed, contributing significantly to the startup's success. Effective engagement strategies, including clear communication, recognition, professional development, and a positive work environment, are essential for fostering a motivated and high-performing workforce. This study examines the role of employee engagement practices in driving the growth of startups, focusing on the perceptions of 100 startup owners in Ahmedabad city. The research aims to analyze how startup owners perceive the impact of employee engagement on productivity, innovation, and overall success. Additionally, it explores the relationship between the demographic profiles of startup owners and their views on employee engagement. Findings indicate a strong belief among startup owners that high employee engagement significantly enhances productivity, fosters innovation, and positively influences startup growth. The study also reveals that demographic factors, such as age and experience, shape these perceptions. These insights underscore the necessity for startups to prioritize robust employee engagement strategies to achieve sustained growth and competitive advantage.

Attitudes Towards the Mentally Ill: A Comparative Study Between Medical Officers and Nurses in the Ahmedabad City of Gujarat

Context: Medical Officers (MO) and nurses are the most important contact of healthcare for all patients, including Mentally Ill persons. Therefore, it is important to analyze their attitudes towards MI. Aims: To assess and compare the attitudes of MO and nurses on the community attitude toward the mentally Ill (CAMI) scale. Settings and Design: The study was cross-sectional and census sampling was used to collect data. Methods and Material: The study was conducted on 67 MO and 85 nurses of 74 urban primary health centers in Ahmedabad. The questionnaire comprised socio-demographic data and the CAMI scale. Statistical analysis: The frequency of each item and mean (SD) of all subscales were calculated for both groups. T-test and ANOVA were applied to compare socio-demographic data with the CAMI scale. Results: Mean (SD) of authoritarianism (AU), benevolence (BE), social restrictiveness (SR), and Community Mental Health Ideology (CMHI) subscales were 24.97 (±3.14), 36.69 (±33.69), 21.61 (±3.76), 38.52 (±3.74) respectively for MO and 29.13 (±3.87), 35.51 (±4.17), 23.64 (±4.36), 36.01 (±4.37), respectively for nurses (p-value is <0.05 in AU, SR and CMHI). Joint families, rural areas, lower education and higher income are associated with higher stigma. Conclusion: Although we found NA among nurses as compared to MO, it is highly prevalent in both groups. This requires widespread mental health educational programs by tertiary care hospitals and psychiatrists under the District Mental Health Program. Key Messages: MO and nurses displayed stigmatizing attitudes toward MI in ample questions of the CAMI scale, especially in AU and SR subscales. This necessitates training them under DMHP.

The Functional Capacity and Quality of Life in COVID-19 Survivors of Ahmedabad City: An Observational Study

Background and need of research: The COVID-19 affected the lung, so, lots of people were not able to do work normally. Functional Capacity and Quality of Life of people may get hampered. So, a study is done to check long term impact of COVID-19 after second wave on covid survivors of Ahmedabad city. Method: A cross sectional study was conducted in 25 individuals of each group (group A: history of COVID-19 in second wave, group B: healthy individual- not having history of COVID-19 in second wave) in age group between 40-65. 6-minute walk test was used to check functional capacity and WHO-BREF Questionnaire was used to assess quality of life (QOL). Data was analyzed using SPSS 20. Result: Mean of 6-MWD was 480.09±57.64 and 503.45±62.68 in group A and group B respectively. Mean of WHO-BREF Questionnaire was 85.09±8.02 and 91.89±4.76 in group A and group B respectively. Mann Whitney U test was used between group A and group B, there is highly statistically significant result was found for QOL, which is (U=153.50, p=0.002) and not significant result found for 6-MWD, which is (U=243.00, p=0.177). Conclusion and clinical implication: There is no change in in functional capacity of the COVID-19 patients in comparison to normal healthy individuals but there is considerable significant difference in their quality of life.so, we need to more focus on QOL of the survivors. Keywords: functional capacity, quality of life, COVID-19, 6MWD

Classifying flexible pavement defects using hybrid machine learning approach

The transportation infrastructure sector significantly impacts a country’s gross domestic product (GDP), particularly in developing nations striving to manage and maintain road networks as valuable assets. While asset generation is integral, the more intricate challenge lies in effective maintenance. Pavement monitoring, a crucial component of pavement maintenance and management systems (PMMS), evaluates defect severity, road maintenance prioritization, and maintenance types. To enhance road health monitoring, the present study introduces a hybrid machine learning (ML) method, integrating support vector machine (SVM) and convolutional neural network (CNN). The proposed semi-automated detection system aims to reduce human supervision in traditional surveys, thereby cutting down the cost of pavement distress maintenance The research utilizes data collected by the authors from Ahmedabad city, Gujarat, following Indian road congress (IRC) guidelines for defect selection. Training involves 1,000 images for each crack type, with testing on 100 images. Results indicate that the SVM-CNN model achieves 87% accuracy in training and 91% accuracy in testing for road defect classification, showcasing its efficiency in pavement maintenance and management. The system presents the potential to significantly enhance the efficiency of road maintenance processes, making it a valuable asset for developing nations striving for a more streamlined approach to road network preservation.

To study impact of Brand Engagement on Customer Satisfaction for Flipkart E-Commerce Services Among People Living in Ahmedabad City

These Survey Results highlight the importance of brand engagement initiatives, such as social media campaignhs, email newsletters, loyalty programs, special offers or discount, and interactive content, in influencing customer satisfaction with flipkart's e-comerce services in ahmedabad city, Nonetheles, there is room for improvement to enhance overall satisfaction and make more effective use of features like augemented reality. The insights gained from this survey will assist flipkart in optimizing its brand engagement startegies and improving customer satisfaction among residents of ahmedabad City. This Survey also revealed that while flipkart augmented reality feature was rated neutral by half of the respondents (50%), approximately 48% reported using Flipkart pay Later. in terms of overall satisfaction with Flipkart's e comerce ssaervices, nearly half of the respondents expressed a neutral level of satisfaction (49.3%). Homever, approximately 54% of the respondents reported that Flipkart's brand engagement initiaves have positively influenced them, and 49.3 % stated their likehood to recommend Flipkart's services based on their brand engagement experiences. Over half of the respondents (52%) expressed their willingness to participate in a follow-up interview, indicating their interes in providing feedback and suggesting to improve Flipkart's e-commerce services.

Enhancing Customer Relationships: A Case Study of CRM Practices at City Square Mart in Ahmedabad city of Gujarat State

This study paper provides an in-depth examination of customer relationship management (CRM) operations conducted at City Square Mart, a well-known retail business specializing in supermarket trends. This research seeks to provide insights that will improve the development and implementation of CRM strategies in the retail industry by conducting interviews with store managers and analyzing their CRM methods. This study analyzes key elements of consumer engagement channels, such as in-store experiences and online platforms, to understand how City Square Mart effectively combines these channels to provide a seamless and cohesive customer experience. This research also examines consumer feedback methods, loyalty programs, complaint management processes, and initiatives aimed at personalization and customization of goods. The results of this research provide important insights for retail managers who want to improve their CRM strategies and for academics who want to increase their understanding of customer relationship management in the retail industry. This research aims to improve customer interactions and drive company success in the changing retail market by analyzing the unique CRM tactics implemented by City Square Mart