Research
Papers, dissertations and research projects by Khushi Bajaj.
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Cognitive Load, Attention Dynamics, and Brand Trust: Empirical Evidence on Consumer Decision Quality in Urban FMCG Markets of Kolkata
Drawn from my M.Com dissertation. Tests attention fragmentation, selective attention and information overload against brand trust and FMCG purchase decisions, with brand trust modelled as a mediator.
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The Greenwashing Dilemma
A mixed-method study of greenwashing and its effect on consumer trust, brand equity and sustainable buying in India, with policy and branding recommendations.
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The Pink Tax: An Exploratory Study
Gender-based pricing examined through secondary data on product pricing, marketing and packaging.