JAMMU: Jodhamal Public School student Adhvik Mahajan, a Class XII Commerce student, has achieved a significant academic milestone with the publication of his original research paper in the International Journal of Advanced Research (IJAR), an international peer-reviewed academic journal.
The 10,000-word paper, titled “How In-Store Factors Influence Purchase Decisions in a Traditional Ethnic Retail Setting,” examines consumer behaviour and retail management in Jammu’s traditional ethnic wear sector.
The study analyses how factors such as staff behaviour, store ambience, product presentation, trial-room experience and customer engagement influence purchasing decisions and customer spending.
According to the school, the research seeks to address a gap in existing literature, with much of the previous academic work focused on organised retail in metropolitan markets rather than tier-two cities such as Jammu, where cultural, economic and regional factors create a distinctive retail environment.
A key feature of the research is its reliance on first-hand primary data collected through customer surveys. The study also applies the internationally recognised Stimulus–Organism–Response (S-O-R) Framework.
Besides identifying factors affecting consumer decisions, the research proposes a practical implementation strategy for small and medium-sized ethnic retailers.
The project was undertaken independently by Adhvik while he was still studying in Class XII. His work involved identifying a research gap, reviewing academic literature, designing the methodology and survey, collecting primary data, analysing the findings and developing managerial recommendations over several months.
The school said the achievement reflects its emphasis on research, innovation, experiential learning and academic excellence, while encouraging students to investigate real-world issues and develop independent analytical skills.
Trustee Nandan Kuthiala and Arati Kuthiala congratulated Adhvik on his achievement, while Director Dr Deep Khare and Principal Amita Arora appreciated his dedication and hard work.
They said the research demonstrated the value of encouraging students to move beyond conventional classroom learning and engage with real-world questions and industry challenges.
