Journal of Applied Finance & Economics

Rising purchasing power, changing lifestyles and growing health concern have led to the ayurvedic personal care products' market to grow 70% faster than the overall market and increasing its share in the personal care industry by about 1% every year. This unfolds massive opportunities for the marketers offering or contemplating to offer ayurvedic personal care products.  The present study is of high relevance to marketers. The focus of the study is to identify the drivers for users which would assist the marketers in designing their strategies to positively position the brand in the minds of the consumers. The sensitivity of customers towards the price of ayurvedic products was also studied. The study involved both a literature review and secondary data analysis. Secondary data was collected from various sources like websites, e-papers, journals to delve into every aspect that has been established by existing studies. The study found that people are well aware of the availability  nd use of ayurvedic personal care products. Chemical free products having no side effects, was found to  be the major pull for customers preferring these products. Satisfied consumers went on carrying out word  f mouth publicity and creating further potential for the marketers to address the untapped needs and grab a larger market share.

Technology has the power to change our lives in tremendous ways. With the advent of internet and paradigm shift towards online financial transactions, crypto currency has gained lot of significance recently. Crypto currencies  are digital currency based on encryption. Bitcoin is the most popular and widely traded crypto currency. Bitcoin has gained attention worldwide for reasons such as ease of transactions, lack of central authority in the network and its status as money without any limitations. The aim of this paper is to provide comprehensive view about bitcoin by tracing its journey since its evolution. The time period studied is from 2009 to 2017. The paper also covers the legal and regulatory issues related to bitcoin. And attempt has been made to gauge whether bitcoin is the future currency and payment system or it's a bubble waiting to burst. This paper is based on secondary data collected from sources such as various journals, newspapers, government reports etc. The present paper will be important contribution to literature and will be helpful in enhancing understanding about crypto currencies.

M— banking has a great potential for extending the provision of financial services .It offers easy access and morcontrol over your money. This study was intended to access how different demographic factors such as education level, income level, occupation and gender affect the awareness and usage of e-banking through mobile phones.

By going digital banks have an opportunity to improve the way they are perceived and also the fact that they can focus on different consumers differently. We had collected primary data by using structured questionnaire and conducted empirical study.

Different demographic factors affect the consumer awareness and usage .The problems faced by the consumers vary as per the differences in these groups.

India is a country which relies mostly on paper currency and consumers do not use digital platforms or online platforms for transactions on a large scale. Government is taking steps to make India a digital economy but the growth rate of digitalization is low as compared to other countries. On 8th November 2016 India's Prime Minister Mr. NarendraModi announced withdrawal of Rs.500 and Rs.1,000 banknotes from circulation. Government said that demonetization would curb black money and counterfeit currency from India. Impact of demonetization on the availability of credit, mode of payment and spending behavior of people and government finances were considered only for short term but the real growth or decline in e-transactions can be analyzed after studying long term data which we have tried to cover in this paper. Our study focused on finding the impact of demonetization on digitalization. It extended further to understand the impact of demonetization on  economy and society. The study too explored whether hike in digital transactions was only due to triggering  event of demonetization and whether this trend is continued post demonetization period. The hurdles which are coming in the way of becoming a digitally literate society also discussed in the paper.