https://sdm.ac.in/elibrary/xmlui/handle/123456789/368 2026-05-04T11:34:55Z https://sdm.ac.in/elibrary/xmlui/handle/123456789/3448 Email Marketing An Effective Marketing Channel In Digital Era Chethanraj; Gurudath, Shenoy; Swathi, Shenoy; Vijetha Email marketing is a powerful form of direct marketing used to promote a business’s products and services. It can be used as part of a marketing automation strategy to build customer loyalty, deepen relationships, and keep customers engaged with your brand, products, and services. E-mail marketing plays a crucial role in supporting and enhancing other marketing strategies. Direct E-mail Marketing is the fastest option for sales. The objective of this paper is to know the respondents’ opinions towards E-mail marketing, to study its advantages, and challenges, and to compare the effectiveness of e-mail marketing. We have collected data from 100 respondents. Our study is based on primary and secondary data. We have observed from this study that today social media marketing and other marketing channels have overtaken email marketing and still consumers have a favourable perception of email marketing. In this study, we can see that the respondents are highly satisfied with email marketing by applying the chi-square value and paired t-test. We used the tools like SPSS and Excel 2026-01-01T00:00:00Z https://sdm.ac.in/elibrary/xmlui/handle/123456789/3447 A Study on Youth’s Attitude Towards Entrepreneurship with Reference to Dakshina Kannada District Chethanraj; Mithunraj, B; Shwetha, N S; Usha From the past many years, young people have found that they are being employed by others rather than being self-employed. It is now necessary for having young entrepreneurs in developing countries like India, as we have seen the job market level is going down after the post-pandemic situation, as there are mass layoffs going on in the companies and the young people also are losing their job and there is no job security. So, it is better to come up with fresh ideas of innovation which helps in being finically independent and having job security which also helps in the growth of economy in the developing countries like India. In this, research paper titled “Youth’s attitude towards entrepreneurship”. We have made an attempt to study youth’s attitude towards entrepreneurship among the youths aged between 18-30 years, which was restricted to Dakshina Kannada District, in which, it covers the Urban, Semi-urban, and rural areas. In this study, we have seen that the majority of the respondents have opted for being an entrepreneur because they have the desire for financial independence and job market uncertainty, but they are lagging behind because of the financial support and resources, fear of failure and confidence and lack of knowledge about starting their own business. Data is analyzed with the statistical tool to reach the research objectives. In this study, we have used the chi-square test to compare the youth’s attitude towards entrepreneurship among the different variables. 2026-01-01T00:00:00Z https://sdm.ac.in/elibrary/xmlui/handle/123456789/3446 A study on foreign direct investment inflows into service sector in India Sangeetha, Shanuboga; H. K., Vinutha; Chethanraj An essential factor in a country’s economic growth is foreign direct investment (FDI). FDI boosts domestic capital,productivity, and employment, which in turn helps the economy thrive. Many economic sectors rely heavily on FDI to upgrade their technology, skills, and management capacities. This article aims to analyze the flow of FDI into India, with a specific focus on the service sector and its changes over time. The study is based on secondary data sources. The inflow of FDI into India’s service sector is examined using correlation analysis. Secondary data covering the period 2017–2023 forms the basis of the study. The findings reveal that there has been a decline in total FDI inflows into India during the past 2 years, while FDI inflows into the service sector increased during the same period. The study also examines the relationship between gross domestic product (GDP) and FDI inflows. The results indicate that FDI has a significant and positive impact on GDP. However, the analysis shows no significant relationship between Gross Value Added (GVA) from financial services and GDP from the service sector 2026-01-01T00:00:00Z https://sdm.ac.in/elibrary/xmlui/handle/123456789/3445 Impact of Pradhan Mantri Fasal Bima Yojana - a comparative study Chethanraj; S. Jebastine Suthan, Raja; Alisha Edile, Lobo; Vijetha The Pradhan Mantri Fasal Bima Yojana (PMFBY), introduced in 2016, represents a major policy intervention by the Government of India to enhance agricultural risk management by providing comprehensive crop insurance coverage against yield losses arising from natural calamities, pests, and diseases. This study evaluates the performance of PMFBY across Kharif and Rabi seasons and undertakes a comparative assessment with its predecessor schemes, namely the National Agricultural Insurance Scheme (NAIS) and the Modified National Agricultural Insurance Scheme (MNAIS). Relying on secondary data spanning five agricultural years from 2018 to 2022, the analysis examines trends in coverage, farmer participation, and scheme effectiveness. The findings indicate that PMFBY has significantly expanded insurance coverage across diverse crop categories, including food crops, oilseeds, and horticultural crops, through the provision of subsidized premium rates, thereby strengthening farmers’ financial resilience. Seasonal analysis reveals a consistently higher level of farmer participation during the Kharif season compared to the Rabi season, reflecting greater risk exposure during the monsoon-dependent cropping cycle. Furthermore, comparative results demonstrate that PMFBY outperforms NAIS and MNAIS in terms of outreach, adoption, and risk mitigation capacity. The study concludes that PMFBY has emerged as the most effective crop insurance framework in India, contributing substantially to income stabilization and reinforcing institutional mechanisms for agricultural risk management 2026-01-01T00:00:00Z