sankar c

@vicas.org

Associate Professor of Commerce,
Associate Professor of Commerce, Department of Commerce, Vivekanandha College of Arts & Science for Women (Autonomous), Tiruchengode-637 205.

sankar c
Dr. C. Sankar, Ph.D., is an accomplished academician and researcher with more than fifteen years of experience in teaching, research, and institutional development. He is currently serving as an Associate Professor of Commerce at Vivekanandha College of Arts and Science for Women (Autonomous), Tiruchengode, Tamil Nadu. He holds multiple qualifications including M.Com., MBA, M.Phil., and Ph.D. in Commerce from Periyar University. His areas of specialization span Banking, Insurance, Marketing, and Accounting, with a strong foundation in research methodology and data analysis.

He has made significant contributions to research and scholarship. He has published 59 research papers in reputed national and international refereed journals, authored seven books, and edited an equal number of volumes with ISBN. His work has been widely cited, reflecting the academic impact of his contributions. He has also presented papers at over 45 national and international conferences, and attended more than

EDUCATION

M.Com., MBA, M.Phil., and Ph.D.

RESEARCH, TEACHING, or OTHER INTERESTS

Business, Management and Accounting, Marketing, Multidisciplinary, Accounting
2

Scopus Publications

84

Scholar Citations

4

Scholar h-index

3

Scholar i10-index

Scopus Publications

  • Impact of Young Investors’ Behaviour on Investment Decision-An Empirical Study in Equity Market
    S. Gayathri, Dr.C. Sankar
    International Journal of Accounting and Economics Studies, 2025
    Using structural equation modelling, this study investigates how young investors' activities are related, both directly and indirectly. The research focuses on investors as individuals who have been investing in Chennai for a period of years. The data were collected from 180 target respondents who were selected using the convenience sampling technique. The results support the idea that risk perception mediates the relationship between stock prices and investing decisions. Moreover, clustering bias, predisposition effect, and choices regarding investments are not mediated by risk perception. Nonetheless, there is a considerable correlation between risk perception and the disposition effect. Individual investors benefit from the research as they may use their estimations to make judgments about their investments rather than relying on the opinions of others. To counteract these prejudices, investors need to have the required training and knowledge. Risk is the biggest barrier when it comes to financial decision-making, yet blue-chip stocks significantly reduce risk. This study expanded on the mediating function of risk perception, whereas most previous research focused on the investing decisions and behavioral biases of individual investors. Human capital, oddities, computer proficiency, and artificial technology may also mediate and limit future direction.
  • Customer attitudes towards organic products and their impact on satisfaction - an empirical study
    C. Sankar, J. Aruna
    International Journal of Green Economics, 2023

RECENT SCHOLAR PUBLICATIONS

  • Does the Risk Tolerance and Financial Knowledge Mediating the Customer Attitude Towards Investment Decision? An Empirical Study with Special Reference to Equity Market in …
    C Sankar
    JOURNAL OF MANAGEMENT AND ENTREPRENEURSHIP, 87 , 2023
    2023
  • Customer attitudes towards organic products and their impact on satisfaction-an empirical study
    C Sankar, J Aruna
    International Journal of Green Economics 17 (1), 67-89 , 2023
    2023
    Citations: 2
  • Business research methods
    C Sankar
    Elayampalayam: Vivekanandha College of Arts and Science for Women , 2020
    2020
    Citations: 16
  • Shareholders Value Creation and Measurement: Approaches
    A Vinayagamoorthy, C Sankar
    Small Enterprises Development, Management & Extension (Sedme) Journal 40 (2) , 2017
    2017
  • Factors Influencing in Selection of General Insurance Products-An Empirical Study
    C Sankar
    Small Enterprises Development, Management & Extension (Sedme) Journal 43 (2) , 2016
    2016
  • An Empirical Note General Insurance Products
    C Sankar
    Sedme 43 (2), 1-9 , 2016
    2016
    Citations: 1
  • Evaluation of Kerala State Self Employment Development Programme (KSSEDM) promoted by Kerala Government through KFC
    C Sankar
    Bonfring International Journal of Industrial Engineering and Management … , 2016
    2016
  • Factors influencing the selection of General Insurance Companies products
    C Sankar
    Bonfring International Journal of Industrial Engineering and Management … , 2016
    2016
  • Rural Entrepreneurship: Issues and Opportunities with references the costal Districts of Karnataka
    C Sankar
    International Journal of Exclusive Management Research 1, 74-77 , 2016
    2016
  • Recitation of Public and Private sector General insurance industry in Structural Equation Model (SEM) Aprroach
    C Sankar
    4D International Journal of Management and Science 7 (1), 26-37 , 2016
    2016
  • Non Performing Assets Management of Kerala Financial Corporation (KFC)
    C Sankar
    International Journal of Exclusive Global Research 1 (4), 1-17 , 2016
    2016
  • Performance of Kerala Financial Corporation (KFC) for Promoting of MSMEs in Kerala
    C Sankar
    International Journal of Trend in Research and Development 3 (2), 497-502 , 2016
    2016
  • Empirical study on policyholder’s opinion towards reason of taking non-Life Insurance Policy
    C Sankar
    International Journal of Academic Research 3 (4(1)), 16-19 , 2016
    2016
  • Recital of Non-Life Insurance Industry
    DC Sankar
    Lambert Academic Publishing’s foundation, Germany , 2015
    2015
  • Media: Customers’ Service tool for Insurance
    C Sankar
    A Calibration of Indian Financial System-Emerging Shocks and Existing … , 2014
    2014
  • Policyholders’ Awareness towards General Insurance Policy-Comparative Analysis
    C Sankar
    Journal of Development Research 7 (1), 73-85 , 2014
    2014
  • Apple- Health Fruit
    C Sankar
    Kisan World 41 (3), 39-45 , 2014
    2014
  • Performance of Public and Private General insurance Companies in India
    C Sankar
    Journal of Development Research 6 (2), 13-25 , 2014
    2014
  • International Financial Reporting Standard on Current Indian Scenario
    DAV C.Sankar
    Anuradha Prakashan, New Delhi-110053 , 2014
    2014
  • Contemporary Research in Emerging Insurance Market
    CS Dr.A.Vinayagamoorthy
    Manglam Publications, Delhi-110053 , 2014
    2014

MOST CITED SCHOLAR PUBLICATIONS

  • Mobile banking–an overview
    A Vinayagamoorthy, C Sankar
    Advances in Management , 2012
    2012.0
    Citations: 40
  • Business research methods
    C Sankar
    Elayampalayam: Vivekanandha College of Arts and Science for Women , 2020
    2020.0
    Citations: 16
  • A study on service quality perception of domestic lpg
    DA Vinayagamoorthy, C Sankar, M Sangeetha
    Abhinav National Monthly Referred Journal of Research in Commerce … , 2007
    2007.0
    Citations: 13
  • Mobile banking–an analysis
    A Vinayagamoorthy, C Sankar, M Sangeetha
    Asian Journal of Research in Banking and Finance 2 (7), 76-86 , 2012
    2012.0
    Citations: 4
  • A Study on Consumer Satisfaction of Aavin Milk in Salem City
    C Dr.A.Vinayagamoorthy, Sankar
    Indian Journal of Applied Research 1 (9), 31-33 , 2012
    2012.0
    Citations: 3
  • Customer attitudes towards organic products and their impact on satisfaction-an empirical study
    C Sankar, J Aruna
    International Journal of Green Economics 17 (1), 67-89 , 2023
    2023.0
    Citations: 2
  • An Empirical Note General Insurance Products
    C Sankar
    Sedme 43 (2), 1-9 , 2016
    2016.0
    Citations: 1
  • Service quality of LPG Domestic Consumers article: Emprical study
    C Sankar
    GRIN Verlag , 2013
    2013.0
    Citations: 1
  • Advertising Media as a Customer- Service tool for Insurance
    C Sankar
    Sedme 40 (3), 39-45 , 2013
    2013.0
    Citations: 1
  • A study on customer's perception among credit card holders in Salem district
    A Vinaygamoorthy, C Sankar
    South Asian Journal of Marketing & Management Research 2 (8), 14-47 , 2012
    2012.0
    Citations: 1
  • Impact of international financial reporting standards (IFRS) in Indian corporate sector-An analysis
    A Vinayagamoorthy, C Sankar
    ZENITH International Journal of Multidisciplinary Research 2 (10), 221-233 , 2012
    2012.0
    Citations: 1
  • Customer Relationship Management in Banking Sector
    A Vinayagamoorthy, C Sankar
    Citations: 1
  • Does the Risk Tolerance and Financial Knowledge Mediating the Customer Attitude Towards Investment Decision? An Empirical Study with Special Reference to Equity Market in …
    C Sankar
    JOURNAL OF MANAGEMENT AND ENTREPRENEURSHIP, 87 , 2023
    2023.0
  • Shareholders Value Creation and Measurement: Approaches
    A Vinayagamoorthy, C Sankar
    Small Enterprises Development, Management & Extension (Sedme) Journal 40 (2) , 2017
    2017.0
  • Factors Influencing in Selection of General Insurance Products-An Empirical Study
    C Sankar
    Small Enterprises Development, Management & Extension (Sedme) Journal 43 (2) , 2016
    2016.0
  • Evaluation of Kerala State Self Employment Development Programme (KSSEDM) promoted by Kerala Government through KFC
    C Sankar
    Bonfring International Journal of Industrial Engineering and Management … , 2016
    2016.0
  • Factors influencing the selection of General Insurance Companies products
    C Sankar
    Bonfring International Journal of Industrial Engineering and Management … , 2016
    2016.0
  • Rural Entrepreneurship: Issues and Opportunities with references the costal Districts of Karnataka
    C Sankar
    International Journal of Exclusive Management Research 1, 74-77 , 2016
    2016.0
  • Recitation of Public and Private sector General insurance industry in Structural Equation Model (SEM) Aprroach
    C Sankar
    4D International Journal of Management and Science 7 (1), 26-37 , 2016
    2016.0
  • Non Performing Assets Management of Kerala Financial Corporation (KFC)
    C Sankar
    International Journal of Exclusive Global Research 1 (4), 1-17 , 2016
    2016.0

GRANT DETAILS

Minor Research Project (ICSSR – Indian Council of Social Science Research) Principal Investigator (PI) 3,50,000 Completed. Focused on Financing of MSMEs: Issues and Challenges - A Study with Reference to Salem District of Tamilnadu
Research Project (Malcolm and Elizabeth Adiseshiah Trust) Principal Investigator (PI) 1,00,000 Completed. Focused on Rural Entrepreneurship: Issues and Opportunities – A Study with Reference to Coimbatore District of Tamilnadu
Total 4,50,000

ICSSR Workshop Co-ordinator 2,00,000 Organized and successfully conducted a program for research scholars.
NCW Awareness Programme Co-ordinator 90,000 Managed logistics and execution for a National Commission for Women (NCW) awareness program.
NHRC Training Programme Co-ordinator 75,000 Successfully organized a training program for the National Human Rights Commission (NHRC).
Total 3,65,000

SOCIAL, ECONOMIC, or ACADEMIC BENEFITS

The academic, research, and professional contributions of Dr. C. Sankar, Ph.D., generate significant social, economic, and academic benefits. His research on MSME financing, entrepreneurship development, insurance performance, and financial inclusion provides valuable insights that support policy formulation, institutional decision-making, and grassroots economic development. These studies help strengthen the sustainability of MSMEs, enhance access to credit and insurance services, and promote inclusive economic growth, particularly in rural and women-led enterprises.

From a social perspective, Dr. Sankar’s funded projects and outreach-oriented research contribute to women’s empowerment, human rights awareness, and socio-economic upliftment. His work supported by agencies such as ICSSR, NCW, and NHRC has helped create awareness on women’s rights, entrepreneurship opportunities, and social justice issues, thereby encouraging community participation and social responsibility. Through training programmes, workshops, and awareness campaigns, his initiatives have positively influenced students, entrepreneurs, and marginalized groups. The academic benefits of his work are reflected in his extensive publications, books, and edited volumes, which serve as reference materials for students, researchers, and faculty members. His emphasis on research methodology, data analysis, and advanced statistical tools has enhanced the research capabilities of scholars and teachers.