Informatics Publishing Limited

Sherendra K. Sahu ¹, R. R. Dwivedi ¹, Skand K. Mishra ¹, Neeta Singh ², Sunita Gupta ³

Affiliations
1 Dept. of Biotechnology & Botany, Govt. New Science College, Rewa (M.P.), IN
2 Dept. of Botany, Govt Girls P.G. College, Rewa (M.P.), IN
3 Dept. of Chemistry, APSU, Rewa (M.P.), IN

Abstract

A Lipoxygenase inhibitor is a drug which slows down or stops the action of the lipoxygenase enzyme. More precisely, the term is almost always used to describe an inhibitor of the arachidonate 5-lipoxygenase enzyme, which transforms EFAs into leukotrienes. Examples include-Azelastine diethylcarbamazine, nordihydroguaiaretic acid, zileuton, In this study we have investigated that the oxidation of various substrates (linoleic acid, methyl linoleate, phosphatidylcholine, isolated LDL, and human plasma) by the arachidonate 15-lipoxygenases from rabbit reticulocytes and soybeans aiming at elucidating the effects of substrate, lipoxygenase and reaction milieu on the contribution and mechanism of random oxidation and also the effect of antioxidant.The complete descriptors data set of all compounds were considered as independent variable and biological activity as dependent variable www. ncss. com software was used to generate QSAR models by step wise multiple linear regression analysis statistical measures used were n-number of compounds in regression, in correlation coefficients F-test (Fischer's value for statistical significance). SE-standard error of estimations and correlation matrix to show correlation. This is clearly predict that our proposed tetra parametric model in most appropriate model for modeling inhibition activity log1/IC₅₀, for lipoxygenase inhibitor set of 41 compounds. Finally I obtained my results, that is suggesting that proposed combination QSAR models could be useful in predicting the Lypoxygenase inhibiting activity of Arachidonate 5-Lypoxygenase enzyme.

Keywords

QSAR, Topological Designing, Lipoxygenase Inhibitor.

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Priyanka Chauhan ¹, Sunita Gupta ¹

Affiliations
1 Department of Psychology, Guru Nanak Dev University, Amritsar, Punjab, IN

Abstract

The present research intends to study the impact of frequency of Internet use on cognitive processing among adolescents. The sample consisted of 240 adolescents (120 males and 120 females) within the age range of 13 to 17 years. The subjects completed the Internet use scale (Donchi & Moore, 2004) and four scales measuring cognitive processing each measuring one dimension of Cognitive processing (i.e., planning, attention, simultaneous and successive processing). The data was subjected to 2×2 analysis of variance. The results of ANOVA clearly revealed significant differences between frequent and infrequent Internet users particularly in terms of planning, attention and successive processing while no significant differences was found in terms of simultaneous processing. The frequent Internet users thus, displayed higher cognitive processing benefits than their counterparts. In order to see the significance of differences among means involved in interactions Duncan's multiple range test was applied, the results revealed that infrequent female Internet users lack significantly in attention span task as compared to counterparts. Internet, thus may act as a tool that encourages certain kind of cognitive structures among adolescents.

Keywords

Internet, Internet Use, Cognitive Processing, Adolescents.

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S. P. Aggarwal ¹, Sunita Gupta ², Anshika Agarwal ³

Affiliations
1 Ramanujan College, University of Delhi, Delhi, IN
2 Kamala Nehru College, University of Delhi, Delhi, IN
3 Department of Commerce, Delhi School of Economics, University of Delhi, Delhi, IN

Abstract

This paper checked whether inflation matter for stock markets or not. In this paper the nature of relationship and the causality between inflation rates and stock market is checked for the period ranging from April 2005 to March 2015 for Indian market. Augmented Dickey-Fuller Unit Root test is applied and it is found BSE 100 series and Wholesale price Index series are non-stationary at level and at first difference these series are stationary. And then by applying Granger-Causality test, it is found that there is no causal relationship between inflation rates and stock market in Indian context. They do not lead or lag each other. Again, by applying Johansen co-integration test it is seen that inflation rates and stock market do not move together in the long run and there is co-integration between them. The findings of this paper might help policy makers and investors to take better decisions.

Keywords

Inflation Rate, Stock Market, Granger Causality, Johansen Co-Integration.

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Geeta Mishra ¹, Neha Puri ², Sunita Gupta ³

Affiliations
1 Associate Professor, ACCF, Amity University Noida, Uttar Pradesh, IN
2 Assistant Professor, ACCF, Amity University Noida, Uttar Pradesh, IN
3 Associate Professor, Daulat Ram College, University of Delhi, Delhi, IN

Abstract

The purpose of this paper is to explore the perception of Indian college students in context of the reasons for the choice of being an entrepreneur and the deterrents faced by them in achieving their entrepreneurial aspirations. The study aimed at understanding the preparedness of higher education institutions in the area of Delhi and NCR, India in fostering entrepreneurship education. The purpose of the paper was also to suggest suitable measures in improvising the education system to foster entrepreneurship education. The study is an exploratory study. Semi structured interviews were conducted and the data was transcribed, coded and the emerging themes are discussed in the paper. The sample comprised of 50 national and international undergraduate students from three public and one private university in Delhi & NCR. Out of 50, 39 were Indian while 11 were International Students. The interviews were tape-recorded, coded and the emerging themes are discussed. Results indicated the lack of preparedness by Higher Education Institutions in addressing the needs of both National as well as International students studying in both Public and Private Universities in India. The Challenges faced by Indian Female students were more complex and driven by social barriers.

Keywords

Entrepreneurship, Higher Education Institutions, Challenges, Student’s Perception

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Pooja Sharma ¹, Sunita Gupta ²

Affiliations
1 Assistant Professor, Department of Economics, Daulat Ram College, University of Delhi, New Delhi, IN
2 Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, New Delhi, IN

Abstract

With the emerging consciousness of climate change and focus on climate-resilient growth across all developing nations, Brazil has proved to be a benchmark for the energy transition to an environmentally sustainable energy system. All the developing countries are heading towards decarbonised growth using alternative sources of energy. As a result, the paper explores the causal relationship between renewable energy consumption and economic growth in the case of Brazil, using the data for the last 12 years. The Granger causality test is performed to comprehend the relationship between the three crucial indicators of the newly emerging growth models. The paper examines the interdependence of renewable energy and economic growth using the Granger causality test to estimate two-way dependence in BRICS countries. The paper exhibits the evidence of one-sided long-run causality between the use of renewable energy and per capita GDP, concluding that the deployment of renewable energy Granger causes per capita GDP growth. The results of Granger causality and correlations further provide an adequate rationale for the state to invest in renewable energy technologies and innovations. In this backdrop, the paper attempts to analyse India’s green growth compared to Brazil in the last 15 years.

Keywords

Climate Change, Renewable Energy, Economic Growth, Human Capital, R&D, BRICS

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Sunita Gupta ¹, Pankaj Gupta ², Renu Yadav ³

Affiliations
1 Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi, IN
2 Assistant Professor, Department of Commerce, Ramanujan College, University of Delhi, Delhi, IN
3 Assistant Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi,, IN

Abstract

Consumer attitude is a combination of consumer belief systems, thoughts, and behavioral intent towards a brand. The shopping behavior of consumers today is greatly influenced by social media. Research suggests that there is an increasing reliance of consumers on social media to get information about unfamiliar brands. This study tries to understand how consumer attitude, when combined with social media, helps the customer make the final purchase decision. The present research was undertaken to determine the degree of social media’s effect on customer decision-making for fast-moving consumer products at various phases of the process. The stages included are information search, alternative evaluation and post purchase stages. SEM has been used to evaluate the theoretical model. The model supports a direct relationship between attitude and social media. Also, direct relationship was supported between attitude and different stages of decision making process. Furthermore, the relationship between attitude and information search, and attitude and post purchase behaviour was found to be significantly partially mediated by social media.

Keywords

Consumer Attitude, Social Media, Decision Making Process

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Sunita Gupta ¹, Pankaj Gupta ², Renu Yadav ³

Affiliations
1 Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi, IN
2 Assistant Professor, Department of Commerce, Ramanujan College, University of Delhi, New Delhi,, IN
3 Guest Faculty, NCWEB, University of Delhi, Delhi, IN

Abstract

This research examines relationship between consumer personality traits comprising of extraversion, agreeableness, openness to experience, and conscientiousness and brand loyalty. Further, this relationship is tested by introducing a mediating variable namely Brand hate. Brand hate is the negative emotional effect of the consumer towards the brand. Convenience sampling was used to collect the primary data of the respondents. The study is carried out on a sample of 250 respondents. Theoretical model was tested through structural equation modelling using SPSS 24 and Amos 22. It is found that all personality traits variables studied have a direct relationship with brand loyalty. Mediation results indicate that brand hate fully mediates the relationship amongst extroversion-brand loyalty and conscientiousness-brand loyalty. Furthermore, partial mediation of brand hate exists between agreeableness-brand loyalty and openness to experience-brand loyalty. This research presents new perspectives for constructing a prudent model of consumer personality traits and brand loyalty by incorporating brand hate as the mediator. Findings, implications, and limitations are discussed towards the end of the paper.

Keywords

Consumer Personality, Brand Hate, Brand Loyalty, Personality Traits

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Sunita Gupta ¹, Renu Yadav ²

Affiliations
1 Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi,, IN
2 Assistant Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi, IN

Abstract

Consumer demand for fashion apparel is at an all-time high, resulting in a paradigm change in consumer tastes. Social factors plays a very significant role in the purchase behaviour pattern in the clothing sector. The aim of this research is to determine the influence of social factors, including reference groups, social media, fashion involvement, and clothing benefits sought, on the purchasing decisions of working women. This research also intends to investigate the level of cognitive dissonance among the aforementioned users. The data was evaluated using structural equation modelling on a sample of 250 urban women. According to the findings of the study, social media, reference groups, and clothing benefits sought were significantly linked to purchasing decisions. There was no significant difference in purchasing decision for fashion involvement. Furthermore, buying decisions have a huge impact on customer cognitive dissonance. The results have implications for future studies, as well as retail stores.

Keywords

Buying Behaviour, Working Women Consumers, Clothing Buying Behaviour, Social Influence Factors, Consumer Behaviour

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