N04UGCIJMSS

Volume 8 (2.
1) p-ISSN 2249 – 0191

January 2019 e-ISSN 2349 – 9761
UGC Journal id: 63251
International Journal of
MANAGEMENT AND
SOCIAL SCIENCES
(IJMSS)
Special Issue 2019
Transformative Technology in Commerce and

Management – Impact on Indian Economy
in Collaboration with Avinashilingam Institute for Home Science and Higher
Education for Women, Coimbatore, T.N., India.
SPEAK Foundation, Delhi

SPEAK Foundation
www.foundatinospeak.com
Vision: Deciphering and Popularizing the Knowledge Capital of the Society.
Mission: Stimulating People for Empowerment, Awareness and Knowledge.
Stimulating people for empowerment, awareness and knowledge, an initiative by six young scholars based in Delhi, who wish to engage
themselves and society in creative, innovative and constructive work for strengthening the very foundation of society and people living out
there. This organization is a platform from where a dream of creating knowledge based society can get its real shape. It’s an effort to
create a society, where everyone is aware about his/ her rights, duties and capable of empowerment through knowledge attainment.
Creation of a society, where justice prevails in all its forms and the freedom of individual is respected and different multi-cultural and
ethnic identities live together in harmony. This vision is not a utopian rather a well thought out and articulated action plan, which could be
achieved, if young minds are actively engaged. Each society has its own reservoir of knowledge that is “knowledge capital”, which
provides meaning to its existence and in which society finds its solution to its problems. Our organization would endeavour to decipher
and understand that very knowledge base of society, which keeps all the realms and institutions of society intact: political, economic and
social. The foundation follows the participatory approach, where people act as actors, we as initiators and the government as facilitator.
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Every society has its own unique way of responding to external stimulus and has its own mechanisms to deal with problems. People within
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reflexive methodologies to unravel the knowledge structure of society embedded in their socio-cultural milieu. This allows us to get an in-
depth insight into the community’s psyche. Thus, this ethnographic insight of their knowledge capital works as an instrument for
stimulating them for empowerment, awareness and knowledge with their own cultural ways. And this is the aim which SPEAK
Foundation uphelds.
International Journal of Management and Social Sciences (IJMSS)

UGC Journal id: 63251 :: Index Copernicus Journal id: 6913 :: p-ISSN 2249-0191 :: e-ISSN 2349-9761
Web: www.ijmss.com ❖ Email: editor@ijmss.com
International Journal of Management and Social Sciences (IJMSS) is a bi-annual, peer reviewed, interdisciplinary journal. IJMSS focuses
on integrating theory, research and practice in the area of management and social sciences. It aspires to bring academicians, researchers,
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- ii -
Special Issue 2019
Transformative Technology in Commerce and Management
– Impact on Indian Economy
p-ISSN 2249 - 0191 ❖ e-ISSN 2349 - 9761 Volume 8 (2.1) ❖ January 2019
Editor – Dr. Hitesh Gupta

SPEAK Foundation, Delhi, India
Avinashilingam Institute for Home Science and Higher Education for Women,
Coimbatore, T.N., India
National Conference Members
Chief Patron
Dr. T.S.K. Meenakshisundaram, Managing Trustee
Padmashri Dr. P.R. Krishnakumar, Chancellor
Patron
Dr. Pramavathy Vijayan, Vice Chancellor
Dr. S. Kowulya, Registrar
Advisor
Dr. U. Jarinabi, Dean, School of Commerce and Management
Convenor
Dr. D. Geetha, Professor and Head, Dept. of Commerce
Organizing Secretaries
Dr. K. Kanniammal, Professor
Dr. V. Vimala, Assistant Professor
Organizing Committee Members

Dr. P. Santhi, Professor
Dr. D. Vannila, Assistant Professor-SS
Dr. K. Vidyakala, Assistant Professor-SS
Dr. P. Sasirekha, Assistant Professor
- iii -
Web: www.ijmss.com ❖ www.foundationspeak.com ❖ Email: editor@ijmss.com
Two Day National Conference on 29-30 January 2019
About the Institution
Sri Avinashilingam Home Science College for Women was established with 45 students by great patriot and educationist Dr. T.S.
Avinashilingam under the patronage of the Avinashilingam Education Trust in 1957 and reached to its current heights due to the
untiring efforts of world renowned educationist and nutritionist, former Chancellor Dr. Rajamal P. Devadas. The Institute in its
sixty one years of establishment has marched from an affiliating Institute to Autonomous College in 1978 and received the Deemed
to be University status from Government of India under Section 3 of the UGC Act in June 1988. The Avtnashlllngam Institute for
Home Science and Higher Education for Women, has been reaccredited with 'A' grade from NMC and category 'A' from MHRD.
About Department of Commerce
The Department of Commerce since its inception in 1972 is offering commerce courses at the Undergraduate level B.Com, B.Com
(Professional Accounting) and B.Com (Computer Applications), Post Graduate Courses · M.Com, M.Com (Computer Applications) and
Research programmes· M. Phil and Ph. D. The Department has on roll31 faculty members with 18 having doctoral degree. Special
doctoral Programme Is offered to Women Chartered Accountants.
• Department offers Accounting with Tally In Valued added Course, E.Commerce in Inter-Disciplinary Course and Salesmanship and
Advertising In Open course to Non Commerce students In our Institute.
• Internship and On the Job training for all Commerce Students.
To encourage University Industry linkages, MoUs are signed with ICAI, ICWAI and other institutions / industries. The Commerce
Department strives to ensure effective understanding and development of various skills through innovative teaching methods, Interactive
and participative learning and ensures high quality of research. An excellent placement record is maintained by the department and the
students are well placed across nation in different positions.
Vision
To Impart Quality Business Education through orientation by nourishing the individual aspiration of the students for their empowerment
Mission
• Deliver holistic education where quality reigns supreme

• Academic excellence in teaching and research
• Disseminate knowledge In the pursuit of Its objective of achieving excellence In Commerce Education, Management Education,
Entrepreneurship and Taxation
About the Conference
The Department of Commerce is organizing a National Conference on Transformative Technology in Commerce and Management·
Impact on Indian Economy. The Conference provides a leading forum for the presentation of new advances and research results in the
fields of Business Management The objective of the conference is to bring together leading researchers and practitioners around the world
hailing from different sectors such as Manufacturing, Information Technology, Retail, Banking & Finance, and Consulting. The idea of
inclusive growth In the fields of commerce & trade and Its Impact on the development of Indian economy is promoting social
transformation optimally. The impact of digital technologies is experienced in every spectrum
of our live and thus, the conference will be a platform for knowledge sharing among students, academicians and practitioners from the
corporate world. The conference aims to explore the ways and means of meeting the challenges In the process of digitalization of our
economy.
Key Themes of the Conference
+ Accounting and Taxation

+ Economics and Econometrics
+ Finance, Banking and Insurance
+ Hospitality and Tourism
+ Human Resource Management and Marketing
+ Strategic Management in e-commerce enterprises
+ Organization Behavior, Psychology and Health
+ Research Methodology
+ Innovative Technology
+ Statistics and Mathematical Applications in various sectors
- iv -
Special Issue 2019
p-ISSN 2249 - 0191 ❖ e-ISSN 2349 - 9761 Volume 8 (2.1) ❖ January 2019
TABLE OF CONTENTS
About Speak, About IJMSS, Submission and Subscription Details ii
Editorial Board iii
About Two Day National Conference and Institute iv
Table of Contents v
Research Papers
1. EMPIRICAL STUDY ON DOMESTIC VIOLENCE AND WOMEN EMPOWERMENT IN URBAN

SLUMS IN COIMBATORE 1-4
R. Kalpana, Dr. K.T. Geetha
2. EXPORT PERFORMANCE OF PHARMACEUTICAL INDUSTRY IN INDIA 5-9

N.M. Varshini, Dr. M. Manonmani
3. EFFICACY OF ONLINE REVIEW CHARACTERISTICS ON PURCHASE DECISION OF

CONSUMER ELECTRONICS THROUGH E-COMMERCE WEBSITES 10-14
D. Arthi1, Dr. P. Santhi
4. THE DIGITAL SUBJECT: DIGITAL MEDIA PLATFORMS AND CHANGING VIEWERSHIP

PATTERNS 15-18
Dr. Jayashree Venkatadurai
5. A STUDY ON POSTAL SAVINGS- AN INVESTMENT ALTERNATIVE TO THE RURAL AREAS 19-22

E. Jothilakshmi, Dr. P. Santhi
6. AN IMPECCABLE ONLINE SINGLE WINDOW CLEARANCE SYSTEM ENTAILING EASE OF

STARTING BUSINESS 23-27
Nayana Prabhash
7. DEMAND, ACCEPTABILITY AND E-MARKETING OF ORGANIC PRODUCTS 28-31

M.V.D. Aswathy, Dr. Sherly Thomas
8. MARKET CAPITALIZATION AND FACTORS AFFECTING IT: AN EMPIRICAL STUDY 32-36

C.V. Jayanthi, Dr. L. Jayanthi
9. THE IMPACT OF E – RAKAM ON THE INDIAN FARMERS – AN ECONOMIC PERSPECTIVE 37-40

Dr. V. Vimala
10. CUSTOMER PERCEPTION TOWARDS SMALL FINANCE BANK WITH SPECIAL

REFERENCE TO ESAF SMALL FINANCE BANK 41-46
P. Prameela, Dr K. Kanniammal
11. CONSUMER ATTITUDE TOWARDS APP BASED CAB SERVICES IN COIMBATORE CITY 47-50
Dr. P. Sasirekha, Dr. U. Jerinabi
12. AN EMPIRICAL STUDY ON FACTORS INFLUENCING WORK LIFE BALANCE OF PRIVATE

SCHOOLS’ WOMEN TEACHERS WORKING IN ERODE CITY 51-53
M. Prema, Dr. S. Suresh
13. SUSTAINABILITY THROUGH GREEN PRACTICES: WILLINGNESS TO ADAPT PLASTIC

BAN INITIATIVE AMONG CONSUMERS IN COIMBATORE CITY 54-58
Reshma Ravindran, Dr. M.A. Vijaya
14. ROLE OF KNOWLEDGE MANAGEMENT STRATEGIES ON EMPLOYEES PERFORMANCE

IN SELECTED INFORMATION TECHNOLOGY COMPANIES IN BANGALORE 59-62
T. Ravikumar, M. Sriram
15. AWARENESS AND UTILISATION OF KISAN CREDIT CARD SCHEME – A STUDY WITH
REFERENCE TO PRIMARY AGRICULTURE CREDIT COOPERATIVE SOCIETIES IN
MADURAI DISTRICT 63-67
R. Mangalam, Dr. I. Nagarajan
-v-
16. IMPACT OF CLIMATE CHANGE ON FOOD GRAINS PRODUCTION IN PRE AND POST
REFORM PERIOD IN INDIA 68-71
S. Seethalakshmi, Dr. S. Gandhimathi
17. JOB SATISFACTION AMONG MEDICAL REPRESENTATIVES IN KERALA: AN

ANALYTICAL STUDY 72-76
Dr. Gabriel Simon Thattil, K.P. Sajina
18. A STUDY ON CONSUMERS BRAND PREFERENCES OF SELECTED FMCG PRODUCTS

WITH SPECIAL REFERENCE TO PALAKKAD DISTRICT 77-80
Ramya John, Dr. P. Santhi
19. IMPACT OF ECONOMIC VALUE ADDED AND EARNINGS PER SHARE ON SHARE PRICE 81-85
B. Mirttika, Dr. G. Santhiyavalli
20. A STUDY ON NON-PERFORMING ASSETS OF SELECT SCHEDULED COMMERCIAL

BANKS 86-91
S. Sangamithra, Dr. G. Santhiyavalli
21. AWARNESS OF DIGITAL FINANCIAL SERVICES AMONG RURAL HOUSEHOLDS – A

STUDY WITH SPECIAL REFERENCETO MALAPPURAM DISTRICT 92-96
K. Geetha, Dr. K. Kanniammal
22. INVESTORS PERCEPTIONS TOWARDS SAVING CUM INVESTMENT SCHEME – WITH

REFERENCE TO ULIPS (UNIT LINKED INSURANCE PLANS) 97-101
B.G. Akshatha
23. DIMENSIONS OF PERSONALITY TRAITS AND INVESTMENT PATTERN 102-106

Prof.(Dr.) D. Geetha, K.N. Rathi
24. SOCIO-ECONOMIC STATUS AND WORKING CONDITIONS OF STREET CHILDREN IN

COIMBATORE CITY 107-109
Dr. V. Malarvizhi
25. A STUDY ABOUT CULTURE - HERITAGE TOURISM IN COIMBATORE 110-113

Dr. S. Dhanabagiyam, R. Pooja
26. HERITAGE TOURISM DEVELOPMENT OF GREAT LIVING CHOLA TEMPLES: A STUDY

ON VISITORS PERCEPTION AND GIS REPRESENTATION 114-120
Sandhya Durga Prasad, Dr. V.T. Bindu
27. DEVELOPMENT ISSUES IN THE POST REFORMS PHASE – HOW INCLUSIVE IS INDIA’S
DEVELOPMENT PROCESS? 121-124
Dr. A.C. Kavitha, Dr. P. Parvathy
28. CUSTOMER PREFERENCE TOWARDS ONLINE BANKING 125-128

R. Ramya, B. Indirapriyadharshini, N. Giri
29. INVESTORS PREFERENCE TOWARDS LIFE INSURANCE INVESTMENT PORTFOLIO 129-132

S. Kokila, Dr. K. Kanniammal
Articles
1. AWARENESS WITHOUT KNOWLEDGE: AN OUTLOOK OF LOW PENETRATED CONTACT
LENSES IN INDIA 133-135
Dr. Deependra Sharma, Satyam Gupta
2. TALENT MANAGEMENT IN INDIAN SOFTWARE COMPANIES – A DESCRIPTIVE STUDY 136-140
Dr. B. Gunashree, Dr. V. Manjunatha
3. DIGITAL INDIA - A TRANSFORMATIVE TECHNOLOGY IN EVERYDAY LIFE 141-143
P. Jeyaashri Sai, Dr. A. Pankajam
4. RELEVANCE OF PROFESSIONALISM IN CO-OPERATIVES IN THE ERA OF
TRANSFORMATIVE TECHNOLOGIES 144-150
A.J. Lakshmi, Prof. (Dr). G. Raju
5. RECENT TRENDS IN CSR IN INDIA 151-153
R. Karunambika, Dr. J. Arthi
6. AN OUTLOOK OF LOW PENETRATED CONTACT LENSES 154-155
Sathyam Gupta
General Information for Regular Issue and Call for Papers vii
Subscription Form and Speak Journals viii
- vi -
Research Paper R. Kalpana et al,
p-ISSN 2249-0191 Int. J. of Management and Social Sciences (IJMSS),
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 1-4 (2019)
EMPIRICAL STUDY ON DOMESTIC VIOLENCE AND WOMEN EMPOWERMENT IN

URBAN SLUMS IN COIMBATORE
R. Kalpana1, Dr. K.T. Geetha2*

Ph.D, Research Scholar1, Professor and Dean2
Department of Economics1, School of Arts and Social Sciences2
Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, Tail Nadu, India.
Abstract
Superior understanding of these concepts allows for a comprehensive description of the possible
experiences and outcome of domestic violence among oppressed and marginal populations especially
women living in slums. The study examines the relationships between economic and social factors that
represent different magnitude of gender-based power and reported experience of domestic violence
among married women in urban slums. The study was based on in-depth interview of 100 women, facing
domestic violence, residing in urban slums in Coimbatore corporation area. The study confirms that the
level of violence experienced was high and pervasive across all socioeconomic groups, education levels
and younger age group women in urban slums. Physical violence was more rampant form of violence
prevalent in urban slums and this in turn has affected women’s family relationship. The frequency of
violence was found to increase with increase in the productivity and skill level of the women and
declined with more financial autonomy. Hence, there is an urgent need to strengthen the existing policies
and programmes to reduce the occurrence of violence against women.
Keywords: Domestic violence, Women empowerment, Gender-based power, Urban slum,

Empowerment, Violence.
1. INTRODUCTION • To analyze the interrelationship between dimensions

of women empowerment and the occurrence of
Violence against women perpetrated by their family, domestic violence.
especially their intimate partners is an issue of social and
political concern. It is rooted in social inequalities that 1.2 Hypothesis
exist between men and women and a form of gender- • Domestic violence against women is more prevalent
based discrimination(4). Despite the increased attention among the young and marginalized communities.
paid to it, the problem still, persist in many countries. The • Physical form of violence was the major form of
problem imposes a significant economic burden on violence faced by women.
society as a whole, in the form of health care costs, • Improvement in women empowerment reduce reduces
policing and legal costs, or declines in productivity, the frequency of domestic violence.
among others. One potential way advocated to prevent
abuse is to improve the outside opportunities for the 2. LITERATURE REVIEW
woman or empower women to increase her bargaining
power within the household. Empowerment of women is The pioneering study of Gelles (1976)(5) finds a negative
essentially the process of perk up of economic, social and relationship between female resources and intimate-
political status of women, the traditionally partner violence. However, the existing empirical
underprivileged ones, in the society. The present study evidence on this relationship is mixed. While women with
examines the relationships between economic and social greater economic resources, such as ownership of land,
factors that represent different dimensions of gender- jewellery and other valuables, were less likely to report
based power and reported experience of domestic violence in one study(6), employed women have been
violence among married women in urban slums of found to report violence more frequently than
Coimbatore District. unemployed women in a number of other studies(6,7).
1.1 Aims and Objectives A number of South Asian studies have examined the role
• To profile the socio-economic characteristics of of stressors, such as lower household socioeconomic
women subject to domestic violence. status, level of education, low earning potential and
• To examine the forms of violence faced by the women young age at marriage and have found these factors to be
and identify the causative factors for violence. associated with higher reported physical violence(1,6,7,10).
Vol. 8(2.1) ❑ January 2019 Page 1
* Corresponding Author
Avila (2016)(2) aiming to shed light on the relationship 6 Marital status
between women’s empowerment and domestic violence Married 62 62
found a positive correlation between women’s Unmarried 15 15
empowerment and domestic violence. This goes in line Separated 12 12
Widow 11 11
with the theories that argue that men use violence as a
way to leverage their power within the household. Among Source: Primary Filed Survey, November – December
the different latent measures of women’s empowerment 2018
she found social capital and self-esteem are significantly
correlated with aggressive domestic violence, while Religion: Religion and caste are considered to be the two
common proxies, such as women’s participation in important factors which not only explain the composition
household decisions, are not significantly correlated to of the population but also have a bearing on the socio-
domestic violence. economic structure. Religious values or norms dominate
India. Data pertaining to religion of the respondents
3. RESEARCH METHODOLOGY unravel the fact that an overwhelming majority (60
percent) of the respondents were Hindus, followed by
The location of the study was confined to urban slums in Christians (26 percent) and Muslims (14 percent).
Coimbatore city. From this universe, 100 women were Domestic violence was more common among Hindus.
selected. Due to sensitiveness of the issue, the
investigator approached only those women who were Community: Community has been the peculiar feature of
willing to cooperate and supply the needed information. Indian society determining the status of its members on
Relevant and required data were collected by the basis of birth as also prescribing the corresponding
administering an interview schedule to the selected roles. In the present study, caste wise analysis reveals that
married women. The interview schedule was first pre- the largest single groups (54 percent) were from SC/ST,
tested to check for clarity and specificity and the 31 percent from OBC and 15 percent from other castes
necessary modifications were made based on the prevailing in India. Prevalence of domestic violence was
experience gained during pre-testing. The field seen more among the marginalized community like
investigation and data collection for the study was carried SC/ST than among other categories of the society.
out during the period November - December (2018). Data
collected was analyzed by using techniques like, Garrett’s Type of family: Family in India has been changing very
Rating Scale and Regression. fast in terms of its structure and functions due to
multiplicity of factors. Joint family system, which used to
4. RESULTS, ANALYSIS AND DISCUSSION characterize the society, is gradually being replaced by
nuclear families consisting of husband, wife and
4.1 Demography of Respondents unmarried children. The current study has found that 65
percent of the sample respondents were from nuclear
The study makes an attempt to understand the different family and remaining 35 percent were from joint family.
aspects of demographic and socioeconomic conditions of Domestic violence was more predominant in nuclear
women respondents. families. The possible reason for the increase in domestic
violence among nuclear families could be the
Table 1: Socio-Demographic Characteristics deterioration of social values and customs unlike in the
S.No Demographic Number Percentage joint families of earlier days. Close-knit kinship ties and
characteristics living with parents were found to be effective in lowering
1 Religion wife-abuse(11).
Hindu 70 60
Christian 11 11 Age: Age is an important indicator in evaluating the
Muslim 19 14 working capacity of an individual. From the table it can
2 Community be noted that majority of the women (47 percent) were in
OBC 31 31 the age group of 20-30 years, followed by 26 percent in
SC/ST 54 54 the age group of 30-50years, 18 percent in the age group
Others 15 15
of less than 20 years and only 9 percent of the
3 Type of family
respondents were from the age group exceeding 50years.
Joint 35 35
Nuclear 65 65 Age is among the best documented individual risk factors
4 Age of the respondent for physical and sexual violence for both victims and
Less than 20 Years 18 18 perpetrators, with younger age being at greater risk. In the
20 Years -30 Years 47 47 study also nearly 65 percent of the women experiencing
30 Years -50 Years 26 26 domestic violence were below 30 years.
More than Years 50 9 9
5 Education level Education: An analysis of the educational attainment of
Secondary 28 28 the samples indicated that about 34 percent of the
Higher secondary 24 24 respondents were undergraduates, 28 percent had
UG 34 34
PG 14 14
completed secondary level of education, 24 percent
Page 2 International Journal of Management and Social Sciences (IJMSS)

EMPIRICAL STUDY ON DOMESTIC VIOLENCE AND WOMEN EMPOWERMENT IN URBAN
SLUMS IN COIMBATORE
higher secondary level and the remaining 14 percent were other relatives (23 percent). Dugar and Pradhan (2014) (3)
postgraduates. Thus, all the selected women had found that in a majority of cases the husband and the
completed some forms of formal education ranging from mother-in-law of the victim played a leading role in
secondary to post graduation. Despite their educational planning and execution of violence against the victim.
status all of them were subject to domestic violence.
Causes of domestic violence: The occurrence of
Marital status: Marital status has a noticeable effect on domestic violence is not the outcome of any single cause.
the problems faced by women in a household. Data The violence is caused due to different reasons in
relating to marital status of the members in the current different types of families. Therefore, the study restricted
study highlights that 62 percent of the population were its choice to the most common and evident causes of
married, other 15 percent were separated and 12 percent domestic violence as shown in the table 2. For 37 percent
were unmarried. In the selected sample about 11 percent of the respondents marital problems (extra-marital
of the respondents were widows. Domestic violence was relationship, love affairs before marriage, etc) was the
seen more among the married women, though unmarried major cause for domestic violence, followed by 29
women were not spared from such abuse with the percent stating economic causes (dowry, husband’s
perpetrator. alcoholism, marrying in different socio-economic
statuses, etc). For 22 percent of the respondents it was
Nature and frequency of violence: An attempt was psychological, while for 12 percent of the respondents it
made in this section to discuss the various forms of was due to cultural differences.
violence, perpetrator of violence and the causes of
violence. The details are presented in table 2. 4.3 Victimization of Domestic Violence Affects
4.2 Nature and Frequency of Violence Interpersonal victimization of women significantly

impacts their ability to cope and can result in symptoms
Table-2: Nature and Frequency of violence of psychological trauma and in turn affect victim’s
S.No Particulars Proportion of relationship with their spouses, children, family members,
respondents social relationship, access to basic needs and their self
1 Forms of Violence esteem. In the present study, the respondents were asked
Physical 32 to rank in the order of priority the effect of domestic
Psychological/ Emotional 21
violence on own self and family social relationship and
Economical 20
Sexual 18
the ranks were converted into percentage position by
Technological 9 using the formula:
2 Perpetrator of violence
Percent position = 100 (Rj-0.5)
Husband 52
In-law’s 25 N
Relatives 23 where Rj is the rank of the jth item and N refers to the
3 Causes of domestic violence number of items ranked. The percent position were
Economic Cause 29 converted into score by using Garrets’ Rating scale and
Marital Cause 37 the average score obtained for different reasons are
Psychological Cause 22 tabulated and presented in table 3.
Cultural Cause 12
Source: Primary Filed Survey, Nov – Dec 2018 Table-3: Effects of victimization
S.No Effects of Victimization on Score Rank
Type of Violence: The domestic violence against women 1 Relationship with husband 63.68 1
may take various forms and only the most common 2 Relationship with children 52.63 3
forms, which are frequently used by the perpetrators, 3 Procurement of basic needs 50.34 4
were listed here (see Table 2). From the study it can seen 4 Education of the children 60.89 2
that 32 percent of the respondents experienced physical 5 Interaction between family 47.32 5
violence, followed by 21 percent psychological/ members
emotional violence, 20 percent economic violence, 18 6 Relationship with friends/ 41.80 7
percent sexual violence and 9 percent technological neighbors
7 Economic and Social 34.88 8
violence. Thus, physical violence was the most common
independence
form of violence faced by the women. 8 Self-confidence 44.75 6
Perpetrator of violence: It is observed that someone in Source: Estimation based on field survey
the family plays the role of instigator of violence. Such
members may be husband, mother-in-law, father-in-law, The analysis of the scores revealed that the highest rank
sister-in-law, brother-in-law and other relatives of the was accorded to ‘relationship with husband’ (1 st rank),
husband. From the above table, 52 percent of the women followed by ‘education of the children’ (2 nd rank),
are stated that husband were the main perpetrators of ‘relationship with their children’ (3 rd rank) and
violence, followed by the In-law’s (25 percent) and the ‘procurement of basic needs (4th rank). Thus, domestic
violence has affected their family relationship and denied
Vol. 8 (2.1) ❑ January 2019 Page 3

them their basic needs. Women accorded lesser 5. CONCLUSION
importance to social interactions (7th rank) and their
autonomy (8th rank). The study confirms that the level of violence experienced
was high and pervasive across all socioeconomic groups,
4.4 Domestic Violence and Women Empowerment education levels and younger age group women in urban
slums. Physical violence was more rampant form of
Empowerment, by definition, should give women access violence prevalent in urban slums and this in turn has
and control over essential resources and power so that affected women’s family relationship. The frequency of
they can make informed decisions and gain control over violence was found to increase with increase in the
their lives(9). Therefore, it is reasonable to anticipate that productivity and skill level of the women and declined
empowered women would be in a better place than less with more financial autonomy. Hence, there is an urgent
empowered women to avoid or reject violence. In the need to strengthen the existing policies and programmes
present study, women‘s empowerment is conceptualized to reduce the occurrence of violence against women.
as a function of women‘s access to and control over
assets, their confidence/ self-efficiency, decision-making 5.1 Scope for Further Research
capabilities regarding household decisions, gender
equality/ norms and their productivity and skills. An • Strategies should be focused towards promoting
attempt was made to examine the impact of various women in leadership and decision making processes,
dimensions of women empowerment on frequency of improving their access to education, employment and
domestic violence by using multiple regression analysis. economic independence.
The results are presented in table 4. • Strict legal provisions against perpetrators of
domestic violence should be strictly enforced.
Table-4: Regression of Frequency of Violence on
Dimensions of Women Empowerment 6. REFERENCES
Dimensions of Regression P- R2 (F-
T
Empowerment Co-efficient value Value) 1. Ackerson LK, Kawachi I, Barbeau EM, and Subramanian
Constant 4.128 12.065 .000 SV. (2008). "Effects of individual and proximate
Control over educational context on intimate partner violence: a
-0.192 -2.879 .005
assets population-based study of women in India", Am J Public
Confidence/ Health, Vol.98, pp.507–514.
-0.009 -0.370 0.712
Self-efficiency 0.658 2. Diana Lopez-Avila. (2016). "Measuring Women’s
Decision (36.110*) Empowerment: lessons to better understand domestic
0.015 0.918 0.361 violence", PSE Working Papers, n°2016-04. <halshs-
Making
Gender Norms -0.093 -1.709 .091 01294565>.
Productivity 3. Dugar BR, and Pradhan A. (2014). "Redress Mechanisms
0.177 4.382 .000 for Victims of Domestic Violence", Regal Publications, New
and Skills
Delhi. ISBN-978-81-8484-349-1.
* Significant at 1% level
4. Garcia-Moreno C, Heise L, Jansen HAFM, Ellsberg M, and
Dependent Variable: Frequency of domestic violence Watts C. (2005). "Violence Against Women", Science,
Vol.310(5752), pp.1282-1283.
The model fit was good since nearly 66 percent of the 5. Gelles R. (1976). "Abused Wives: Why do They Stay?"
variations in the frequency of violence was explained by Journal of Marriage and the Family, Vol.38(4), pp.659-668.
the various dimensions of women empowerment. The F- 6. Jejeebhoy SJ, and Cook RJ.(1997). State accountability for
Value was found to be significant at 1 percent level. The wife beating: the Indian challenge, Lancet, Vol.349, pp.10–
analysis of the regression co-efficient indicates that only 12.
two variables namely Control over Assets and 7. Jeyaseelan L, Neelakantan Kumar S, Peedicayil N, Pillai
AR, and Duvvury N. (2007). "Physical spousal violence
Productivity and Skill norms emerged to be significant in
against women in India: some risk factors", J Biosoc Sci,
explaining the variations in the frequency of domestic Vol. 39, pp.657–670.
violence. The regression co-efficient of control over 8. Kabeer N. (2001). "Conflicts Over Credit: Re-evaluating the
assets was found to have a negative impact on the Empowerment Potential of Loans to Women in Rural
frequency of violence that is as women experience greater Bangladesh", World Development, Vol.29, pp.63–84.
control over their resources the frequency of violence 9. Kishor S. (2000). "Empowerment of women in Egypt and
reduces. The above findings also confirm the findings of links to the survival and health of their infants". In H.
the earlier studies that women are more likely to be Presser & G. Sen (Eds.), Women’s empowerment and
targets of domestic violence if they have less demographic processes: Moving beyond Cairo. New York:
Oxford University Press.
autonomy(6,8). On the other hand, Productivity and skills
10. Verma RK, and Collumbien M. (2003). Wife beating and
was found to have positive impact on the frequency of the link with poor sexual health and risk behavior among
violence indicating that with acquisition of more skills men in urban slums in India. Journal of Comparative
and freedom to enter into job market the frequency of Family Studies, Vol.34, pp.61–74.
violence also increases. Employed women have been 11. Xu Xiaohe. (1995). The Prevalence and Determination of
found to report violence more frequently than Wife-Abuse in Urban China. Journal of Comparative
unemployed women in a number of other studies(6,7). Family Studies, Vol.8(3).

Research Paper N.M. Varshini et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 5-9 (2019)
EXPORT PERFORMANCE OF PHARMACEUTICAL INDUSTRY IN INDIA
N.M. Varshini 1, Dr. M. Manonmani 2*

1
Ph.D, Research Scholar, Department of Economics, Avinashilingam Institute for Home Science and Higher
Education for Women, Coimbatore, Tamil Nadu, India.
2
Professor and Head, Department of Economics, Avinashilingam Institute for Home Science and Higher
Education for Women, Coimbatore, India.
Abstract
This paper analyzes the international market share, comparative export performance and net foreign
inflow rate in pharmaceutical industry in India during 2000-2014. Tools such as comparative export
performance index, market share and net foreign inflow rate index were calculated. It was found that
there existed weak competitiveness in the export of pharmaceuticals in India during the reference period
under study. The ratios of international competitiveness were strengthened to a limited extent since IMS
scales up with wider fluctuations. Pharmaceutical industry had positive results in net foreign inflow rate
throughout the reference period.
Keywords: Export Performance, Competitiveness, Pharmaceutical Industry, Pharma, Pharma export,

Pharma performance, Indian pharma.
1. INTRODUCTION In view of the above points the investigator had under

taken this study with the objectives of analysing he export
Pharmaceutical industry contributes to the welfare of performance with a selected yard stick of growth.
humanity and provides substantial socio economic
welfares to the society through creation of jobs, supply 2. LITERATURE REVIEW
chains and community improvement. Indian
Pharmaceutical industry is one of the world’s largest and Kamath (2007)(3) analyzed whether the import
most developed industries in the world. The country dependence of the industrial sector had increased in the
accounts for an estimated 10 percent of global production post liberalisation period, when compared to that in the
and 2 percent of world markets in pharmaceuticals. It has pre liberalisation period for select industries for the
over the years made significant growth in infrastructure reference period from 1985-86 to 2004-05. It was clearly
development, technical capability and hence formed a observed that the import dependence had in general
wide range of pharmaceutical products. The industry now increased, but the results varied immensely across
produces majority of drugs under all major therapeutic industries. For textiles and leather industries though the
groups. net Foreign Inflow Rate (NFIR) was positive, the impact
of liberalisation had resulted in increase in the import
Indian pharmaceutical sector accounts for about 2.4 per dependence. There was an impact of policy changes in the
cent of the international pharmaceutical industry in cost import dependence for machinery and transport
terms and 10 per cent in volume terms and is expected to equipment, however NFIR continued to be fluctuating
expand at a Compound Annual Growth Rate (CAGR) of and negative. In case of sugar industry there was no
15.92 per cent to US$ 55 billion by 2020 from US$ 20 consistency in the behaviour. As in case of machine tools,
billion in 2015.With 71 per cent arcade share, generic the import dependence was seen to be increasing clearly
drugs form the largest part of the Indian pharmaceutical after the reforms.
sector. By 2026, India is expected to be the third-largest
global generic Active Pharmaceutical Ingredient (API) Serin and Civan (2008)(7) quantified the extent to which
merchant market. The nation accounts for the second Turkey had a comparative advantage in the tomato, olive
largest number of Abbreviated New Drug Applications oil and fruit juice industries and how this had changed
(ANDAs) and is the world’s leader in Drug Master Files over the period 1995-2005 in the EU market. To study
(DMFs) bids with the US. Turkey’s competitiveness and its progress two widely
used indexes were calculated: the Revealed Comparative
Indian drugs are exported to more than 200 countries in Advantage (RCA) and the Comparative Export
the sphere, with the US as the crucial market. The Performance (CEP) index. In addition, import demand
‘Pharma Vision 2020’ by the government’s Department functions of the EU were estimated for rival countries.
of Pharmaceuticals targets to make India a major hub for Both index and regression results indicated that Turkey
end-to-end drug innovation. had a strikingly high comparative advantage in the fruit
juice and olive oil markets in the EU but this was not the Sahni (2014)(6) analyzed the trends in India’s exports
case in the tomato market. using the time series data for the period 1980-81 to 2010-
11. The Govt. of India introduced economic reforms since
Pacheco, et al (2008)(4) used highly disaggregated trade 1991 especially in the trade sector, therefore, in order to
data to investigate geographic and product diversification see the impact of economic reforms on India’s export
patterns across a group of developing nations for the behaviour, the whole time period has been divided into
period from 1990 to 2005. The econometric investigation two sub-periods 1980-81 to 1991-92 (pre reform period)
showed that the gravity equation fits the observed and 1992-93 to 2010-11 (post-reform period). The study
differences in diversification across nations. The study showed that India’s exports performance improved
found that exports at the intensive margin account for the significantly during the post-reform period and there had
most important share of overall trade growth. At the been a perceptible change in the value, composition and
extensive margin, geographic diversification was more direction of India’s exports. Though the volume and value
important than product diversification, especially for of exports has increased manifold, India’s share in the
developing countries. Taking part in FTAs, thereby world exports is still not up -to the expectation.
reducing trade costs and trading with countries in the
North were also found to have positive impacts on export Das, et al (2016)(2) looked into export competitiveness of
diversification for developing countries. the manufacturing firms in terms of firm specific
characteristics. The pooled unit level data compiled from
Songwe and Winkler (2012)(8) were concerned with the the Annual Survey of Industries (ASI) during the period
effects of exports and export diversification on growth 2008 -2012 were used for this purpose. In the pooled
and the policy implications for post-crisis export regression model, firm’s age had negative effect on
strategies. Using a panel of 30 selected sub-Saharan export competitiveness of a firm. Firm size had a
African countries over the period 1995-2008, estimated significant positive effect on firm’s export
the impact of exports and export diversification on value competitiveness. Larger the size of a firm, larger will be
added, labour productivity and conditional and the export share to total output. As expected, human
unconditional labour demand. First, exports had a positive capital favourably affected the export competitiveness of
impact on value added, labour productivity and labour manufacturing firms.
demand. Second, export diversification of products and
markets increase value added and labour productivity, but Chidoko and Zivanomoyo (2016)(1) investigated the main
not labour demand. Third, controlling for the export factors that affect export performance of Zimbabwe’s
market share to the U.S., EU-25, China and sub-Saharan manufacturing sector from the period 1981-2014. The
Africa, it was found that the export destination matters for study utilised the ordinary least squares regression
growth and employment. And also exports with export technique. Exports from the manufacturing sector (EXP)
diversification of products and markets as well as export were dependent on Zimbabwe’s foreign direct investment
market shares. Contrary to expectations, it was found that (FDI), inflation rate (INF) and political stability (PS). The
the positive value added and labour productivity effects results of the study suggested that foreign direct
from exports were larger, the more concentrated (instead investment, inflation and political stability were the main
of diversified) in export products and markets the factors that affected Zimbabwe’s manufacturing sector
countries in our sample are. Finally, it was found that the export performance.
effect of exports on growth and employment was also
influenced by export destination. 3. RESEARCH METHODOLOGY
Prabhakar (2013)(5) analyzed the growth and instability of This study was based on secondary data for the period
India’s exports and imports especially from the post de- spanning between 2000-2014. Data relating to export,
regulated period from FY 1996-97 to 2010-11 with regard import and total trade for pharmaceutical industry at
to 21 identified categorised commodities groups. Annual world and at all India level were drawn from WTO
growth rate variation between exports and imports statistical Data base. Data on Gross Domestic
showed an interesting and a positive exports annual Product(GDP) was taken from EconomicSurvey and
growth trend. Hand Book of Statistics on Indian Economy published by
Reserve Bank of India. The variables namely export and
The overall variation between exports and imports import were converted in to real terms by dividing them
explained that, higher rate of annual growth trends were by GDP. Base shifting in GDP was done to bring about
recorded for exporting of mineral products (22.5 percent) uniformity in values to a single base. The following
and transportation equipment (22 percent) than importing statistical tools were used to analyze the data.
of arms and ammunition (21.6 percent). It could be
concluded that India’s exports had not been affected to a) International Markets Shares (MS)
the extent as that of other economies of the world during
the phase of global slowdown. The extent of sustained The formula for calculating international market share is
recovery of exports would ultimately depend on the given as
strength of the recovery of global demand. 𝑋𝑖
𝑆𝑖 =
∑𝑖 𝑋𝑖

EXPORT PERFORMANCE OF
PHARMACEUTICAL INDUSTRY IN INDIA
0 ≤ 𝑆𝑖 ≤ 1 These thresholds were not just randomly selected, but

Where, Si= Market Share were set at the particular upper and lower bounds after
Xi = exports of country i. numerous rotations for robustness. This is to confirm that
no minor deviations in the cardinal measures (figures
b) Comparative Export Performance Index (CEP) within respective thresholds) would lead to measure a
country from a lower export performance level to a higher
In evaluating performance of the country in exports of the level, but rather to change from a lower to a higher level
commodities above-mentioned, the comparative export would require effective and efficient policy gadgets,
performance index (CEP), the symmetric comparative reduction of existing inadequacies in export market of the
export performance index (SCEP) and the logarithmic respective commodities, improvements in trade (including
form of CEP are used. These respective indices are appropriate liberalization of internal and external
defined as follows: marketing) and minimization of distortionary measures
𝑋𝑗 𝐵
⁄ which reduces competitiveness. These thresholds are
𝐶𝐸𝑃 = 𝑋𝐵 effective for assessing export performance in all sectors
𝑋𝑗 𝐴 as long as meaning of the measures of competitiveness
⁄
𝑋𝐴 and the underlying intuition for interpretation are in
Where, XiB: value of export of particular commodity of
conformism with the CEP, SCEP and ln(CEP) indices as
particular country
well-defined above. When used in a policy environment,
XB: total value of exports of particular country
these thresholds could be valuable as a guide for
XiA: total value of world exports of particular
calculating the effectiveness of various policy instrument
commodity
purposed on improving export growth. These as well
XA: total value of world exports.
could be used to classify inefficiencies in export trade in
less diversified and highly trade altering environment and
The symmetric comparative export performance index is
sectors (they could for example be extremely useful when
accordingly defined as follows:
used in assessing performance of export trade). They are
𝐶𝐸𝑃 − 1 quite effective in reflecting fragileness of export trade.
𝑆𝐶𝐸𝑃 =
𝐶𝐸𝑃 + 1 c) Net Foreign Inflow Rate (NFIR) Index
And
ln(CEP) = log (CEP)
This is the ratio of the net exports to total exports of an
industry. The Net Foreign Inflow Rate (NFIR) index is
Among these three methods of competitiveness, the SCEP
calculated as follows:
(as a symmetric measure of CEP) is seeming to provide
𝑀𝑖
the best image on act of a country by setting boundaries 𝑁𝐹𝐼𝑅 = 𝑋𝑖 −
between -1 and +1. The closer assumed country is to +1, 𝑋𝑖
the higher its export performance and vice versa. With a
similar intuition as the RXA and ln(RXA), values of CEP Where, NFIRi = Net Foreign Inflow Rate of ith
of at least +1 and ln(CEP) of at least zero reveal commodity, Xi = Exports of ith commodity Mi=Imports of
competitive advantage in exports. Besides these basic ith commodity. The NFIR shows a positive sign if exports
foundations of the respective measures, more appropriate are greater than imports. The ratio is low, the higher the
thresholds/ bounds as shown in table below are exports. The value of ratio will be one if there are no
introduced to aid efficient assessment of export imports in the concerned industry.
performance, effectiveness of policy instruments, reflect
fragileness of export trade and as well capture possible 4. RESULTS, ANALYSIS AND DISCUSSION
inefficiencies in exports due to distortionary measures.
a) International Market Share (IMS)
Upon the statistics observed for the particular periods,
choice on export performance for each commodity during An International Market Share (IMS) ratio was calculated
the particular periods is informed based on the following for pharmaceutical industry of India for the reference
thresholds proposed to monitor efficient and effective period from 2000 to 2014. The ratios are presented in
assessment of performance. table 1.
Thresholds for assessing export performance Table 1: International Market Share (IMS)
Classes CEP Ln (CEP) SCEP Year IMS
Highly ≥ 4.20 ≥ 1.44 0.62 – 1.00 2000 0.0106
Competitive 2001 0.0099
Competitive 1.73 – 4.19 0.55 – 1.43 0.27 – 0.61 2002 0.0096
Weakly 1.00 – 1.72 0.00 – 0.54 0.00 – 0.26 2003 0.0096
Competitive 2004 0.0092
Uncompetitive < 1.00 < 0.00 < 0.00
2005 0.0100
2006 0.0109

2007 0.0120 Table-3: Net Foreign Inflow Rate (NFIR)
2008 0.0138 Year NFIR
2009 0.0135 2000 0.6739
2010 0.0154 2001 0.6967
2011 0.0188 2002 0.6607
2012 0.0214 2003 0.6907
2013 0.0236 2004 0.7007
2014 0.0238 2005 0.6604
Footnote: Calculations are based on WTO statistical data 2006 0.6540
base. 2007 0.6390
2008 0.6789
From above ratios it was made clear that international 2009 0.6542
competitiveness was strengthened to a limited extent 2010 0.6583
since IMS scales up with wider fluctuations. 2011 0.7122
2012 0.7191
These marginal improvements in IMS might be due to the 2013 0.7512
adjustment of country's industrial structure, product 2014 0.7565
structure or reflect changes in consumption structure. Average 0.6871
SD 0.0357
b) Comparative Export Performance (CEP) Index
CV 5.20
Footnote: Calculations are based on WTO statistical data
Table 2 gives details on comparative export performance
base.
of pharmaceutical industry in India from 2000 to 2014.
Figures in parameters indicate ‘t’ value.
* Significant at 1 percent level.
Table 2: Comparative Export Performance (CEP)
Year CEP Ln CEP SCEP
2000 1.5042 0.1773 0.2013
The Net Foreign Inflow Rate (NFIR) was positive
2001 1.3714 0.1371 0.1566 thorough out the reference period. It had also increased
2002 1.2211 0.0868 0.0996 from the initial period to the end of the period with mild
2003 1.1667 0.0669 0.0769 fluctuations. Therefore it was concluded that there was
2004 1.0895 0.0372 0.0428 only negligible increase in import dependence. The
2005 1.0344 0.0147 0.0169 magnitude of variation (C.V) in NFIR was 5.20 percent.
2006 1.1296 0.0529 0.0609
2007 1.2281 0.0892 0.1023 d) Growth Rate of Net Foreign Inflow Rate
2008 1.2775 0.1064 0.1218
2009 0.9967 -0.0014 -0.0016 Based on the indices the annual trend rates were
2010 1.1105 0.0456 0.0524 calculated and it is presented in table-4
2011 1.1726 0.0692 0.0795
2012 1.3906 0.1432 0.1634 Table-4: Growth Rate of Net Foreign Inflow Rate
2013 1.4888 0.1728 0.1964 Items NFIR
2014 1.4564 0.1633 0.1858
Constant (x0) -0.423*
Foot Note: Calculations are based on WTO statistical data (-17.052)
base.
Parameter (x1) 0.6
(2.143)
Based on Comparative Export Performance (CEP) index,
R2 0.261
the Symmetric Comparative Export Performance (SCEP)
F- value 4.594
index and the logarithmic form of Comparative Export
Performance index (LnCEP) it was concluded that there Footnote: Calculations are based on WTO statistical data
existed weak competitiveness in the export of base.
pharmaceuticals in India during the reference period * Significant at 1 percent level.
under study (expect in the year 2009).
With regard to growth rate in Net Foreign Inflow Rate
During 2009 based on the indices it was concluded that (NFIR), it was noticed positive growth rate with statistical
the export was uncompetitive. insignificance. It was clearly understood that the
influence of time factor was only 26 percent.
c) Net Foreign Inflow Rate (NFIR)
5. CONCLUSION
Net Foreign Inflow Rate (NFIR) was calculated for Indian
pharmaceutical industry during the reference period under The results underpin the importance of improving
study. The results are presented in table-3. infrastructural facility of the economy and to form
strategies to encourage FDI inflows in more diversified
areas. It has been advised that India has to make effective

EXPORT PERFORMANCE OF
PHARMACEUTICAL INDUSTRY IN INDIA
policy to encourage export. In order to achieve sustain

growth in trade, Indian policy makers should consider
role of trade openness in their policy actions.
6. REFERENCES
1. Chidoko C, and Zivanomoyo J. (2016). “Analysis of Export

Performance of Zimbabwe’s Manufacturing Sector”, Asian
Economic Review, Vol.58(1), pp.89-95.
2. Das P, Halder A, and Dutt R. (2016). “Export
Competitiveness and Intensity of Technology in Indian
Manufacturing Industries –Analysis with ASI Unit Level
Data”, The Journal of Industrial Statistics, Vol.5(2), pp.226-
239.
3. Kamath GB. (2007), “Trade Liberlization: Its Impact on the
Import Dependence of the Consumer Goods vs. Capital
Goods Industry”, The ICFAI journal of Industrial
Economics, Vol.4(1), pp.49-57.
4. Pacheco AA, and Pierola MD (2008), “Patterns of Export
Diversification in Developing Countries: Intensive and
Extensive Margins”, The World Bank, Policy research
Working Paper, No.4473, pp.1-34.
5. Prabhakar K. (2013). “Growth and Instability of India’s
Trade Composition by Commodity Groups: Post De-
Regulation Period”, Asian Economic Review, Vol.55(2),
pp.285-294.
6. Sahni P. (2014). “Trends in India’s Exports: A Comparative
Study of Pre and Post Reform Period”, IOSR Journal of
Economics and Finance (IOSR-JEF), Vol.3(2), pp.8-18.
7. Serin V, and Civan AD. (2008). “Revealed Comparative
Advantage and Competitiveness: A Case Study for Turkey
towards the EU”, Journal of Economic and Social Research,
Vol.10(2), pp.25-41.
8. Songwe V, and Winkler D. (2012). “Exports and Export
Diversification in Sub-Saharan Africa: A Strategy for Post-
Crisis Growth”, Africa Growth Initiative Working Paper,
No.3, pp.3-44, available online:
https://www.brookings.edu/wp-content/uploads/2016/06/12-
exports-africa-songwe.pdf.

Research Paper D. Arthi et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 10-14 (2019)
EFFICACY OF ONLINE REVIEW CHARACTERISTICS ON PURCHASE DECISION OF

CONSUMER ELECTRONICS THROUGH E-COMMERCE WEBSITES
D. Arthi1, Dr. P. Santhi2*

1
Research Scholar, Department of Commerce, Avinashilingam Institute for Home science and Higher
Education for Women, Coimbatore, TN, India.
2
Professor, Department of Commerce, Avinashilingam Institute for Home science and Higher Education for
Women, Coimbatore, TN, India.
Abstract
The emergence of internet and its widespread patronage provides an opportunity for modern transition
in the trading activities of business concern. This in turn has an impact on purchase associated activities
of the customers, starting from the information search to end product purchase. Electronic word of
mouth termed as the positive or negative statement posted by potential or previous customers of the
products or services, made available to more number of people through internet based technology. The
objective of the study is to analyse the impact of online review characteristics on purchase decision of
consumer electronics through e-commerce websites. Primary data were collected from 133 respondents
using structured questionnaire and the respondents were the consumers of specified electronic products
purchased through e-commerce websites. Non-probability sampling method namely convenience
sampling technique was adopted to select the sample respondents. Accordingly, the collected data were
analysed using Garrett Ranking technique and Factor analysis. The results of the study reveals that
recommendations from previous customer is the dominant factor influencing the respondents towards
the product purchase and in addition it is also identified that positive reviews have a great impact on
purchase decision than the negative reviews posted by the former customers.
Keywords: E-commerce, Electronic word of mouth, Online reviews, Purchase decision, Consumer
electronics.
1. INTRODUCTION decision of the consumers(8), and creates attitude towards

the product(7). Characteristics of the reviews posted by the
In the era of technological evolution, the emergence of former customer influences the purchase behaviour, in
internet and its extensive patronage paved the way for which credibility of electronic word of mouth
modern business concern to incorporate the necessity of communication have a great impact on the acceptance of
making trade activities better and easier, especially information and purchase intention of the product(6).
through electronic means. It leads to the emergence of the There is a strong positive relationship exists between the
concept termed as ecommerce, which brings enormous reviews and experience, satisfaction, intention associated
opportunities and stimulates business concerns towards with the purchase(3). Most importantly, online customer
technological upgradation particularly to patch up with reviews are adopted by the customers to reduce the risk
the customers. This internet based technology provides an associated with the product purchase(11) and to attain
opportunity to every consumer, where they enjoys the utmost benefits out of the purchase behaviour.
freedom of sharing own shopping experiences and
opinions about specific product or service, business Consumer Electronics being categorised under the
concern or events etc. which is referred as online reviews. consumer durable goods are purchased by the respondents
Electronic word of mouth is termed as the positive or through ecommerce websites after considering several
negative statement made by potential or previous aspects of the products, and the service provided by the
customers of the products or services, that is available to ecommerce websites. In which online reviews, being
more number of people through internet based recognised as Electronic word of mouth, are the personal
technology(18). experiences shared by the previous customers about the
product plays an important role in decision making.
Though the formats have changed, word of mouth
communication is one of the important source of 1.1. Statement of the Problem
information used by the consumers while decision
making, whereas Electronic word of mouth in the form of The information search process takes place during every
online product reviews also influences the purchase purchase consideration. In recent years the emergence of
World Wide Web encouraged the technological up respondents. Accordingly, the collected data were
gradations, which in turn modified the means of analysed using Descriptive statistics, Factor analysis and
information search process. This paved the way for the Garret ranking technique.
transition of word of mouth into electronic word of
mouth. Electronic word of mouth being recognised as 4. RESULTS, ANALYSIS AND DISCUSSION
online reviews posted by the former customers plays a
dominant role towards influencing the purchase decision 4.1. Profile of the Respondents
of the consumers was evidently proved by several
researchers. Whereas, studies dealing with the Socio- economic profile of the respondents has great
characteristics of online reviews influencing the purchase significance towards framing successful market strategies
decision was limited. Therefore, the efficacy of online for any business organisation. Therefore, marketers pay
review characteristics on purchase decision of consumer due concern towards analysing those aspects, as its
electronics through e-commerce websites were taken into implications are greater and worth considering. On the
consideration. basis of age, most of the respondents belongs to the age
group of 25 to 45 years (48.87%), Female respondents
1.2. Objectives of the Study (63.90%) constitutes the majority, 62.40 percent of the
• To identify the factors influencing the respondents respondents were married, most of the respondents were
towards the purchase of consumer electronics graduates (47.36%), 59.40 percent of the respondents
through ecommerce websites, and were employed and about 46percent of the respondents
• To analyse the impact of online review were earning a monthly income of Rs.25,000 to
characteristics on purchase decision of respondents. Rs.35,000.On the basis of product purchase, most of the
respondents have purchased mobile phones (48.12%)
2. LITERATURE REVIEW through amazon shopping website (57.14%).
Purchase decision of the consumers are affected by online 4.2. Factors Influencing respondents towards the
customer reviews(13) and it influences the consumer purchase of consumer electronics through E-
attitude towards the products(2). Positive reviews with commerce websites
product ratings and pictures have an effect on purchase
behaviour(14). Word of mouth has a great impact on
purchase decision of the consumers(1). According to Table 1: KMO and Bartlett's Test
Floyd, et.al (2014)(7) Positive reviews increase the sale of Kaiser-Meyer-Olkin Measure of Sampling
.741
Adequacy
the product and its attitude whereas a negative review
Bartlett's Test of Approx. Chi-
diminishes those effects. Volume of word of mouth about Sphericity Square
999.890
the product is the indicator of product popularity and Df 136
strength of word of mouth(4) and in addition there is a Sig. .000
significant association exists between volume of word of
mouth and product sales(5). Table 2: Factors Influencing respondents towards the
purchase of consumer electronics
3. RESEARCH METHODOLOGY through e-commerce websites
Factors
The study is descriptive and analytical in nature.
Communalities
Coimbatore city is selected as the study area. It is the

second largest city by area and population with high 1 2 3 4 5
middle income group in the state of Tamil Nadu and Variables
contributes a great sum to the development of Indian
economy. Consumer Durable goods are broadly classified
into three main categories namely White goods, Brown
goods or Kitchen Appliances and Consumer Convenience .84
Electronics(15). In tune with the objectives of the study, .851 -.125 .256 -.131 .156
6
Consumer Electronics which includes Mobile phones, Better Prices .52
.200 -.324 .216 .620 -.201
Televisions, MP3 players, VCD players and DVD players of the products 5
were taken into consideration. The study was based on More Variety .61
.418 .367 -.326 .436 .094
both primary and secondary data. Primary data were 5
collected using structured questionnaire from 133 More control .80
-.049 -.300 -.013 .562 .637
respondents using Google forms, the respondents were 1
Easy price .64
the consumers of any one of the consumer electronic .342 .396 -.545 .226 .139
comparison 2
products purchased through ecommerce websites. No crowd .44
Secondary data supporting the study were collected from .624 -.031 .020 .063 -.219
2
various books, journals, articles and websites. Non- No Pressure .57
probability sampling technique namely convenience .237 .686 -.156 .055 .133
1
sampling method was used to select the sample Privacy for -.230 .729 .493 -.057 .132 .84

discreet 7 respondents towards purchase of the products. Factor
purchase three Anytime Shopping consists of Rapid and safe
Saves time .75 delivery (.749) and 24/7 operation (.658) influenced 12
.576 -.586 -.158 .221 -.047
0 percent of the respondents towards product purchase.
Recommendati Factor four Better Product Price consists of Better price
ons from .87
.863 -.165 .254 -.120 .137 of the products (.620) alone influenced 8 percent of
previous 0
customers respondents towards shopping through e-commerce
24/7 operation .58 websites. Factor five Controlled Shopping consists of
.428 .282 .658 .023 .118 More control (.637) and Money Saving (.613) influenced
8
Detailed 6 percent of the respondents towards purchasing the
information .77 products through e-commerce websites. The highest
.761 -.043 .378 -.113 .202
about the 7 communality value of .870 indicates that
product “Recommendations from previous customers”
Exchange idea influenced majority of the respondents towards the
.62
and compare -.689 .037 .060 .332 .182 purchase of consumer electronic products through e-
3
experiences
commerce websites.
Money saving .64
.015 .018 .327 .430 .613
4
Rapid and safe .68 4.3.Ranking of online review characteristics
-.310 .021 .749 .164 .055 influencing purchase decision of consumer
delivery 8
Notification electronics
regarding .46
-.576 -.070 .313 .129 .098
offers and 1 The purchase decision of a consumer is assisted by the
discounts information shared by the personal and impersonal
Unbiased .73 sources. As potential knowledge about the products builds
.417 .663 -.016 .251 -.243
Service 5 an inner confidence to every buyer towards proceeding to
Eigen value 4.47 2.40 2.09 1.35 1.10 the ultimate purchase decision and in addition it helps in
0 3 7 4 1
reducing uncertainties involved in the product purchase.
Variance(%) 26.2 14.1 12.3 7.96 6.47
Therefore, from the point of view of sample respondents
95 34 36 6 6
Cumulative 26.2 40.4 52.7 60.7 67.2 the characteristics of online reviews influencing the
Variance (%) 95 30 66 31 07 purchase decision of consumer electronics were analysed
Source: Computed Data using Garrett ranking technique and presented in table 4.
The orders of merits allotted by the respondents were
In order to have a thorough knowledge about the converted into ranks by using Garrett ranking formula.
dominant factors influencing the respondents towards
purchase of consumer electronics through e-commerce On the basis of analysis, positive reviews about the
websites, the respondents intention were gathered through expensive products have greater impact on purchase
five point Likert scale. The variables used for factor decision (64.27%) ranked with the first position, as the
analysis were analysed in the table 2. The data so impact of positive word of mouth is greater than the
collected were subjected to factor analysis and in order to negative word of mouth(10,12,17). The reviews presented on
bring out the underlying factors, Varimax Rotation with the websites are helpful for decision making (60.61%)
Kaiser Normalization were used. The principal attains the second rank. The reviews and
component analyses were used for extraction purpose. recommendations posted on the websites by the previous
The criterions for selecting number of factors were based customers creates a better idea about the product, and in
on Eigen value. All these factors which have Eigen value turn helps in decision making(16). High ratings for the
more than one were included. On applying Varimax product affects the purchase decision (59.86%) resulted in
Rotation, Five factors have Eigen value more than one. the third position, and customers rely on product ratings
The KMO and Bartlett’s bring out the sample adequacy as credible source of information for making purchase
and are highly significant as shown in table 1. decision(9). Unbiased product reviews (58.22%) attains
the fourth rank, and there is a belief that the reviews
On factoring 17 variables totally five key factors posted on the websites are neutral, as it was the own
influenced the respondents towards the purchase of experience of the customers.
consumer electronics through ecommerce websites to the
extent of 67 percent. Factor one Convenient Shopping Worries about the purchase decision occurs, when the
consists of Recommendations from previous customers reviews are not considered during product purchase
(.863), Convenience (.851), Detailed information about (56.03%) resulted with the fifth position followed by
the product (.761), No crowd (.624) influenced 26 percent recency of the reviews posted on websites affects the
of the respondents towards purchase of consumer purchase decision (55.93%) ranked as sixth. The impact
electronic products through e-commerce websites. Factor of negative reviews about expensive products have
two Privacy and Relaxed Shopping consists of Privacy greater impact on purchase decision (54.23%) was ranked
for discreet purchase (.729), No pressure (.686) and as seventh and the number of online reviews affects the
Unbiased service (.663) influenced 14 percent of the purchase decision (53.69%) resulted with the eighth

position towards influencing the purchase decision of the impact of negative online reviews on purchase decision is
respondents. Finally, the spelling and grammatical greater for expensive goods.
mistakes in the product reviews affects the purchase H The number of online reviews about the product affects the
decision(39.33%) attains the ninth rank, this shows that it purchase decision
was the least considered characteristic of online reviews I Spelling and grammatical mistakes in online product
reviews affects the purchase decision
which have an effect on the purchase decision of
respondents.
4.4. Marketing Implications
Table 3: Online Review Characteristics
A When products are purchased through online shopping, the • Strategies should be framed to motivate every
impact of positive online reviews on purchase decision is customer of the e-commerce websites to share their
greater for expensive goods. purchase experience, which in turn will be helpful for
B When products are purchased through online shopping, the the future shoppers to create an actual idea about the
reviews presented on the websites are helpful for decision product.
making. • In order to improve satisfaction and to resolve
C High Ratings for the products affects the purchase decision problems, utmost importance should be given to
D I believe that the product reviews on the internet are negative reviews of the customers.
unbiased • To ensure quality service, products that receive
E If the reviews presented on the websites were not
continuous negative reviews should be eliminated
considered at the time of product purchase, worries about
the purchase decision occurs from the product list of the e-commerce websites.
F Product reviews posted recently on the website affects the • Actions should be taken to ensure no difference in
purchase decision specifications of product delivered in terms of colour
G When products are purchased through online shopping, the and combo offers should be taken into consideration.
Table 4: Ranking of online review characteristics influencing purchase decision of consumer electronics
Rank Assigned by Respondents for Online Review Characteristics
Garret 81 69 62 56 50 44 38 31 19
Value
Rank I II III IV V VI VII VIII IX
Assigned
Percentage
Rank
Total
Review n n n n N n n n n
Characteri
Total sum
stics
Total sum
Total sum
Total sum
Total sum
Total sum
Total sum
Total sum
Total sum
A 4 364 2 158 2 12 1 78 9 45 7 30 1 38 5 15 0 0 854 64.2 1

5 5 3 7 0 40 4 4 0 8 0 0 5 9 7
B 3 275 2 179 1 11 1 61 1 65 8 35 1 45 6 18 4 76 806 60.6 2
4 4 6 4 9 78 1 6 3 0 2 2 6 6 2 1
C 3 25 2 20 1 86 1 89 1 60 9 39 8 30 1 31 4 76 79 59. 3
1 11 9 01 4 8 6 6 2 0 6 4 0 0 62 86
D 3 251 1 124 2 14 1 78 1 75 9 39 6 22 7 21 1 19 774 58.2 4
1 1 8 2 3 26 4 4 5 0 6 8 7 0 0 4 2
E 2 226 2 138 1 10 1 61 1 50 1 70 1 41 1 34 9 17 735 56.0 5
8 8 0 0 7 54 7 6 0 0 6 4 1 8 1 1 1 0 3
F 2 186 2 144 1 99 1 95 1 80 1 61 1 38 7 21 9 17 744 55.9 6
3 3 1 9 6 2 7 2 6 0 4 6 0 0 7 1 0 3
G 2 170 1 110 1 68 2 12 1 90 1 66 1 60 5 15 9 17 721 54.2 7
1 1 6 4 1 2 2 32 8 0 5 0 6 8 5 1 3 3
H 2 234 1 897 7 43 1 10 1 55 2 92 1 38 1 37 1 22 714 53.6 8
9 9 3 4 8 08 1 0 1 4 0 0 2 2 2 8 2 9
I 6 486 1 690 8 49 9 50 1 55 1 74 6 22 2 71 4 81 523 39.3 9
0 6 4 1 0 7 8 8 3 3 3 7 2 3
Source: Computed Data
5. CONCLUSION purchase decision of consumer electronics through e-

commerce websites reveals that, the review characteristic
Consumers surf the web to search information and to read depicting the impact of positive reviews on purchase
online reviews about the products or services towards decision are greater for expensive goods attains the first
which they are interested in purchasing. The present rank. This shows that the influence of positive word of
paper on efficacy of online review characteristics on mouth on purchase decision was greater than the negative

word of mouth. In addition to that, the recommendations Products in Bangalore city”, Indian Journal of Marketing,
from previous customer is the dominant factor Vol.34(1), pp.19-24.
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platforms: What motivates consumers to articulate
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Marketing, Vol.18(1), pp.38-52.
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Research Paper Dr. Jayashree Venkatadurai,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 15-18 (2019)
THE DIGITAL SUBJECT: DIGITAL MEDIA PLATFORMS AND CHANGING

VIEWERSHIP PATTERNS
Dr. Jayashree Venkatadurai*

Department of Visual Communication,
Avinashilingam Institute of Home Science and Higher Education University, Coimbatore,
Tamil Nadu, India.
Abstract
The role of media, it has been recognised ever since McLuhan coined the adage “Medium is message”,
is never transparent or neutral. The medium is able to mediate between the reality it apparently presents
and the viewer’s perception of it. In the contemporary world, digital media platforms and convergence
through devices like cell phone, is influencing the way in which people access content both as news and
entertainment. Supported by limited amount of sampling gathered from set of people, my paper will
propose that a major shift from collective viewing to individualized viewing is underway through which
media is assuming an ever increasing power as an abstract force of social life and economic
organization. I call the new individual consumer of digitized media “the digital subject”.
Keywords: Digital, Digital media, Viewership pattern, Digital subject.
1. INTRODUCTION 2. LITERATURE REVIEW
The role of media, it has been recognised ever since In order to analyse the paper the following books on
McLuhan coined the adage “Medium is message”, is Mediation, Audience behaviour and identity have been
never transparent or neutral. The medium is able to reviewed:
mediate between the reality it apparently presents and the a. Mead’s (1934), (3) Mind Self and Society from
viewer’s perception of it. In the contemporary world, the Standpoint of a Social Behaviorist (1934)
digital media platforms and convergence through devices talks about the role of an individual with respect to his
like cell phone, is influencing the way in which people community.(3)
access content both as news and entertainment. Supported b. Cohen’s (2001)(1), Defining Identification: A
by limited amount of sampling gathered from set of Theoretical Look at the Identification of Audiences
people, my paper will propose that a major shift from with Media Characters2001 analyses the identity
collective viewing to individualized viewing is underway conundrum of a mass media viewer and his choice of
through which media is assuming an ever increasing images with which he constructs his identity. (1)
power as an abstract force of social life and economic c. Media and Mediation, edited by Bernard Bel, Jan
organization. I call the new individual consumer of Brouwer, Biswajit Das, Vibodh Parthasarathi and Guy
digitized media “the digital subject”. Poitevin deals elaborately with the social influences of
media and its mediation through visuals.(2)
Until the last decade film and television viewings
remained as group activity. People watched in theatres 3. RESEARCH METHODOLOGY
and in the drawing rooms as families or friends. They
shared the experience of what they see by throwing out a With a critical view of change in modes of viewership
laughter, whistle or certain emotion that was expressed in this paper attempts to understand the lonely spectator of
the public. The emergence of digital media had replaced digital media as against community spectatorship and
the VHS and the Compact discs with pen drives and hard analyses its pros and cons. A small survey taken with a
discs in which enormous data could be easily stored and sample of 50 women students between the age group of
watched within private spaces. This had reduced the 17 and 20 and their access and inclination to digital media
space of the spectator in to a smaller room from the large is being assessed. The following results were produced as
theatres. On the other hand, emergence of nuclear an outcome:
families had cut short the interactions with members of
larger family circles and other generations. Thirdly, the Table 1: Out of fifty women students between the age
convergence of media in the form of smart phones further group of 17 and 20 (in Coimbatore)
resulted in alienation of the viewer and transformed him 1 Students who own smart phones 47
in to an individualised spectator. 2 Students who have access to smart phones 50

3 Students who watch television serials on 40 merely temporary—a “trying on” of alternative roles—it
smart phones may include some extreme behaviours that have grave
4 Students who watch movies on smart 45 impact o nthe social environment” (1).
phones
5 Students accessing smart phones between 7 47 4.2 Mediatisation and the Digital Subject
pm to 10 pm
6 Students accessing smart phones between 33 “Media” was the term that had been used for ages in the
10 pm to 12 pm field of communication. Apart from the medium there had
7 Students going to a movie theatre with their 35 been elaborate thesis on the signifier, signified and the
family (at least once in three months) process of signification and the semantic meaning carried
8 Students who share what they watch 43 by the words, symbols and images. When it came to the
through the smart phone to other friends (at audience the “feedback” was the only process to reveal
least one fourth) his response to the message posed. The audience from
9 Students who share what they watch 35 whom the feedback was obtained is a dynamic audience
through the smart phone to their family who expressed him-self actively or revealed his opinion.
members Whereas with the digital media which has option of
10. Students who have an access to Hotstar, 18 exploring in to its multiple fold without any interaction
Netflix and Mobi from the other side the audience can choose to be passive
and secretive. The influence and affect of the media is
The result showed that most of the students have an imbibed in its full and gets internalised. Here, there is a
access to smart phones and more than 60 percentage of term in current usage that scholars appear to increasingly
the students watch the internet in the late nights. While deploy is “mediatisation”. Mediatisation is a term that
many of them share their experiences with their fellow argues about the fact that media shapes and frames the
class mates and roommates almost 17% students donot processes and discourse of political communication
share for many reasons. These identified individuals are simultaneously shaping the society in which that
the “Digitals Subjects” who donot communicate about communication takes place.
their visual experiences through the digital platform with
their respective communities and stay astray. As the essential feature of communication process is not
just about the advent of the technology or the creation of
4. ANALYSIS AND DISCUSSION textual, sonic or visual phenomenon alone. “It concerns
difference ways in which knowledge as information,
4.1 The individual and the community cultural forms, ideologies or commodities- came to be
socially and indeed industrially, produced and circulated;
George Herbert Mead illustrates the relationship between the manners in which these processes further shaped how
an individual and the society while differentiating individuals relate with forms of knowledge and through
between the game and the play as below: “The organized that, to each other and to society as a whole”(2).
community or social group which gives to the individual
his unity of self may be called "the generalized' other." The individual secluded viewership leaves the viewer
The attitude of the generalized other is the attitude of the with no discourse with others about the information he or
whole community. Thus, for example, in the case of such she gathers from the media. Laura Mulvey in her article
a social group as a ball team, the team is the generalized says that the viewer is made comfortable since there is a
other in so far as it enters-as an organized process or darkness in the movie theatre while he or she is watching
social activity into the experience of any one of the a romantic scene. The darkness helps to hide away the
individual members of it”(3). Therefore, in a group or a expressions of the audience. Here, though the emotions of
community where it is a collective of multiple individuals the audience are not revealed in open, there is a consensus
reflect upon each other in the process of viewing. about the subject matter that is being viewed in common
Whereas, after the emergence of the digital platform such and the latter is modified and censored as per the
as the smartphones and ipods viewing has become and regulative measures of the society. Whereas, the digitised
individualised experience. His/her identification with the independent viewing develops a faculty within the viewer
protagonist or the issue on focus becomes a personal one where he becomes the sole consumer of the image,
resulting in an internalisation. The concept of “suture” spinning a secluded psychological web around him.
posed by Laura Mulvey acts vibrantly and the affect by
the media is imbibed as per his or her personification at 4.3 Identification and Internalization
various levels. Media expert Jonathan Cohen warns that,
“If identification involves internalization, it is likely that It is possible to say that in the case of collective viewing,
repetitive internalization of powerful and seductive say in a cinema hall or even in the drawing room of a
images and alternative identities of media characters may house and various other for a, the “generalized other”
have some long-term effects. This is especially true for suggested by Mead is distributed with the company one
adolescents who are in the process of forming their own keeps while watching what is presented on the screen and
identity and are susceptible to influence by media the images on the screen. While the viewer may identify
characters. Even if this internalization for adolescents is with what is presented on the screen his internalization of

THE DIGITAL SUBJECT: DIGITAL MEDIA PLATFORMS AND
CHANGING VIEWERSHIP PATTERNS
the content may be mediated by the company he keeps through screen than face to face. The convergence of
even if the company is not vocal in their response. Their every day communication, social communication, mass
mere presence may mitigate response. mediation in digital platforms has made a person digital
subject.
We can easily understand this phenomenon in the case of
impactful horror films. The ghost or any supernatural evil 4.5 Annihilation of Self
that appears so threatening on the screen is mitigated by
the mere social presence of the general other available The most extreme demonstration of how the digital
through company. When a person watches the same subject becomes totally entrapped in the monopoly of the
images alone, in the absence of mitigating social presence generalized other in mediatized world instead of social
of the generalized other, the place of the generalized other groups can be seen in the case games like “Blue Whale”.
is monopolized by the screen image and those active Individuals become so enslaved to this mysterious
there. In the company of others he may identify with the anonymous communicator they start playing with that
victim of the ghost or evil force but may not internalize they are willing to do anything asked by the mediatized
the impact. But viewing along with the generalized other other. There has been a spate of suicide all the ultimate
monopolized by the screen presence of the human victim act of the game. The digital subject is slowly lead to a
and threatening supernatural force, the viewer not only form of total dependence on the mediatized other; they
may identify the victim but also internalize the sensations could no longer speak to people in their social world since
leading to visceral disturbance. they have become irrelevant to the digital world of the
generalized other which engulfs the person.
A similar impact is possible in romantic sequences as
well. The viewer may identify with the romantic pair but The Western societies produces lonely individuals right in
will not be too impacted in the socializing company of the middle of twentieth century due to capitalist
other viewers. When watched alone the sequence may development and dissolution of the family and
create sensations and longing in a person since the viewer neighbourhood belonging. It was hoped that the same
is not part of the world presented on the screen but would not happen to Indian societies since people have
nevertheless is vulnerable to the seduction due to lack of strong familial and social bonding here. Hence it does
generalized other in the form of companion viewers. come across as shocking when young people in small
towns become victims of online games like Blue Whale.
4.4 Digital Platforms
4.6 Digital Subject and Consumption
The increasing use of laptops and cell phone which
provide screens for viewing media content has made Even if it is not as extreme as suicide, the increasing
television sets and drawing rooms irrelevant not to speak investment in consumption through online portals is
of public spaces of collective viewing. Young people becoming the marker of the digital subject. From ordering
prefer to watch television soaps and films in their grocery to cooked food, easily downloadable apps in the
bedroom on the laptop or cell phone screens. They prefer cell phone have become indispensable. Again the
not to sit with their parents and family in the drawing mitigation of the physical dimensions of the show room
room as they feel it curtails their individual viewing and materiality of goods offered some amount of
experience. While this certainly gives greater freedom to mitigation to the lure of commodity fetishism. However,
the formation of the self of the individual viewer who is on the lap top or cell phone screen the image of the
not “disturbed” the presence of others, as we saw above, products and ease of the click with which one could buy
this also make them vulnerable to the internalization of using numbers instead of physical currency has made
the impact of the mediatization. From being viewers of everyone get completely hooked to online shopping.
media, they become viewers of mediatized world as such. Amazon, Flipkart and so on have become playthings for
youngsters whose orders parents need to simply honour
The tendency has become acute through social media by paying when things are delivered.
platforms. The charm and efficacy of communicating
without the affective presence of the embodied presence There are three major aspects, it appears, in the
of the other which may limit expressions drives people consumption patters of the digital subject. One is the
into addiction for social media interaction like twitter and perpetual market. The market is open 24 hours 7 days of
facebook. It is no longer uncommon for two people, the week. It is no longer necessary to go to the market.
friends or family members who are in different rooms in The market is always with us and we are in them. All that
the same house to chat through facebook or twitter or one needs to do is to click on the icons in the cell phone
whatsapp. The wife asks through whatsapp what the or laptop. We have endless options.
husband would like for dinner; the husband replies about
his plans. As incredible as it may sound, even people The second aspect is the similarity of goods. From a
sitting across each other in the drawing room whatsapp diamond necklace to sponge toy all goods are just images
each other as if they have forgetter speech. The short on the screen in their immaterial, ghostly forms. You are
form of communication, the possibility of avoiding lured by the shape and colour in the absence of
intonations sometime makes people prefer to connect materiality with tactile and spatial dimension. This

similarity of goods make any and all of them equally
consumable. In the physical world you go to a different
place to buy pizza and motor cycle. Online, you can buy
both in the same breath with the same device. No limits to
switching of objects.
The third important aspect is the absence of the mediation

of the seller. You ask questions to the seller in a shop
whose answers help you to decide. It is another socially
mitigation to the lure and seduction of the impersonal
object one seeks to consume. On the digital platform the
lonely digital subject confronts the object all alone. Like
the impact of the ghost or the romancing couple on the
screen that we discussed before, the internalization of the
desire to consume is so engrossing that one tends to add
the object to the cart. Then starts the impersonal,
interactive game of purchase with card numbers and so
on. The absence of physical currency removes the final
mitigating deterrent.
5. CONCLUSION
The convergence of personal communication, social

communication, mass media, games and commerce in the
digital platform has created the digital subject as the new
consumer, fully individuated and impersonal. While this
may increase consumption in the short run, a long term
decline of pleasure is possible as with other forms of
entertainment. It will help for the marketing people to
humanize purchases to the extent possible by introducing
web based salesmen who at least might create a
mitigating intermediary between the consumer and the
lure of the commodity. This may also strengthen positive
commerce and avoid vitiation of debt cycles and credit
transactions.
The creation of digital subject is the new threshold of

human mediation. It is necessary retain the role of
generalized social other if the individual is not to become
suicidal through many forms of excess.
6. REFERENCES
1. Cohen J. (2001). "Defining Identification: A

Theoretical Look at the Identification of Audiences
With Media Characters", Mass Communication &
Society, Vol.4(3), pp.249-253.
2. Das B, Parthasarathy V, and Poitevin G. (2005).
"Investigating Communication: Remooring the
Contours of Research", Media and mediation,
Communication Processes. Vol.1, Sage Publications,
New Delhi.
3. Mead GH. (1934). "Play, the Game, and the
Generalized Other", Section 20 in Mind Self and
Society from the Standpoint of a Social
Behaviorist, Morris CW (edn.), University of
Chicago, Chicago.

Research Paper E. Jothilakshmi et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 19-22 (2019)
A STUDY ON POSTAL SAVINGS- AN INVESTMENT ALTERNATIVE

TO THE RURAL AREAS
E. Jothilakshmi1, Dr. P. Santhi2*

Research Scholar1, Professor2
Dept of Commerce, Avinashilingam Institute for Home science and Higher Education for Women,
Coimbatore, Tamilnadu, India.
Abstract
Savings is common to all human societies, even if saving practices differ from One another. Why people
save and what make them not to invest? Motivations vary, but caution, social pressures and ambitions
for future Consumption is the key drivers encouraging people to save. Yet, the experience of
industrialized countries in the early stages of development showed that people of lower Income levels
were preferred to depositing their savings in Post offices. One of the most important things for the
economies of the developing world is the need for mobilizing domestic financial resources. Postal
Savings funds play a significant role in financing public debt. In a number of countries, the Funds are
intermediated through a variety of policy based financial institutions with Developmental objectives,
returning the funds to the direct benefits of the community Savers.
Keywords: Awareness, Investment, Postal Savings, Rural study.
1. INTRODUCTION 2. LITERATURE REVIEW
Development of any country depends upon its ability to Aggarwal (2012)(1) Factors Influencing Customer
make investment in various sectors. Investment can be Preferences towards Postal Saving Schemes in
generated either by way of savings internally or International Journal of Management and Technology
borrowings from external agencies. Borrowings even states that even though there is a global revolution in
though a lucrative way will make us depend on lenders financial sector India Post is still a reliable government
terms hence savings forms best solution for source of agency. There is diversity in the postal service but
investment. For a country like India, there is a immense awareness and overall improvement in the services is the
scope for savings in the rural villages, which is challenge faced by the India Post.
considered to be the backbone and out of the many
avenues post office savings form an best alternative. Ganapathi and malar (2010)(2), Investor attitudes towards
post office deposit schemes. On investor attitudes towards
1.1. Statement of the Problem post office deposit schemes the various small savings
schemes are mainly meant to help the small investors
This study was taken up with the main idea of studying Proper advertisement must make for post office savings
the relevance of post office savings schemes in the rural schemes. So that even a layman comes to know about
area. Because there are number of investment avenues are these schemes.
available in the changing financial scenario and also
studying the investor’s awareness towards post office 3. RESEARCH METHODOLOGY
saving schemes is need of the time.
This study was conducted as descriptive research with
1.2 Objectives of the Study random sampling method. It covers only investors in the
geographical location of Kollengode town, Palakkad
1. To study about the different investment avenues district with 100 samples through the questionnaire of
available to the rural area. data collection method. Percentage analysis, chi-square
2. To study the about the awareness of post office saving test and ranking methods were use as tools for analysis.
schemes in the rural area.
3. To study the source of information which is available 4. RESULTS, ANALYSIS AND DISCUSSION
to the rural people about post office saving schemes.
4. To study the factor which encourages investors to Table 1- Education Qualification
choose post office saving schemes compared with Education Respondents Percentage
other investment avenue. qualification

Below 10th 44 44% schemes
Plus Two 22 22% Senior citizen saving 7 21 72
schemes
Degree & More 34 34% 15 years public provident 3 15 82
Total 100 100% fund
Source: primary data National saving certificate 7 18 75
Kisanvikaspathra 11 13 76
Inference: Majority of the respondents is degree holders.
Sukanya samriddhi account 9 42 49
Table 2- Age Source: primary data
Particulars Respondents Percentage Inference: Majority of the respondents are fully aware
about post office savings and recurring deposits.
Below 30 19 19%
30 – 40 24 24% Table 6-Investment in Post Office Saving Schemes
Saving Schemes Respondent Percentage
40 – 50 25 25%
Post office Saving bank 74 74%
Above 50 32 32% account
Total 100 100% Post office Recurring 56 56%
deposit account
Source: primary data Post office Time deposit 3 3%
Inference: Majority of the respondents belong to the age account
group of above 50years . Post office Monthly 9 9%
. income schemes
Table 3- Awareness Level towards Different Senior citizen saving 4 4%
Investment Avenues schemes
Investment Fully Partially Not 15 years public provident Nil Nil
Avenues Aware Aware Aware fund
National saving certificate 4 4%
Bank deposits 92 8 ---
Kisanvikaspathra 7 7%
Shares 16 49 35
Sukanya samriddhi 6 6%
Debentures 7 30 63 account
Insurance 41 47 12 Source: primary data
Mutual funds 13 31 56 Inference: Majority of the respondents invested in post
Source: primary data office saving bank account
Inference: Majority of the respondents are fully aware
about bank deposits and partially aware bout shares and Table 7- Sources of Information Relating To Post
insurance. They are not aware of debentures. Office Saving Schemes
Sources Respondents Percentage
Table 4- Preference to Invest Their Money Other Family Members & 32 32%
Than Post Office Saving Schemes Colleagues
Investment Respondent Percentage Advertisement 3 3%
Avenues Agents & Advisors 41 41%
Bank deposits 75 75% Post Office Employees 17 17%
Shares 3 3% Internet 7 7%
Total 100 100%
Debentures 0 0
Source: primary data
Insurance 15 15%
Inference: Majority of the respondents get information
Mutual funds 7 7%
from agents.
Total 100 100%
Source: primary data Table 8- Purpose of Investment
Inference: Majority of the respondents prefer bank Purpose of Strongly agree average disagree Strongly
deposits to invest other than postal savings investment agree disagree
Table 5- Awareness Level towards Different Post Saving 66 27 7 --- ---

Office Savings Schemes Standard of 28 33 24 8 7
Saving Schemes Fully Partially Not living
Aware Aware Aware Tax 13 10 19 24 34
Post office Saving bank 88 12 exemption
account Children 20 23 17 14 26
Post office Recurring 75 20 5 education
deposit account Acquire 23 31 16 16 14
Post office Time deposit 30 58 12 financial
account asset
Post office Monthly income 14 20 66 Source: primary data

A STUDY ON POSTAL SAVINGS- AN INVESTMENT ALTERNATIVE
TO THE RURAL AREAS
Inference: Savings forms the purpose of investment for Lack of customer 8 8%

majority of respondents friendly attitude
Lack of information 21 21%
Table 9- Response regarding the Safety in Post Office Total 100 100%
Saving Schemes Source: primary data
Particulars Respondent Percentage Inference: Majority of the respondents opines that
Yes 79 79% interest is low and there is a lack of information.
Sometimes 21 21%
Table 13- Ways to Create Awareness about Different
No safety --- ---
Post Office Saving Schemes
Total 100 100% Particulars Respondent Percentage
Source: primary data Training programme 26 26%
Inference: Majority of the respondents feel post office Workshops & 17 17%
savings are safe seminars
Advertisement 32 32%
Table 10- Factors that influences-Rank Weighted Investors meets 25 25%
Average Method Total 100 100%
Particulars Weight Rank Source: primary data
Safety 6.36 Rank 1 Inference: Majority of the respondents opines that
Convenient 5.85 Rank 2 advertisement will play part in awareness.
Tax benefit 2.94 Rank 8 Table 14-The Satisfaction towards Post Office Saving
Time perspective o 3.61 Rank 6 Schemes
decision Particulars Respondent Percentage
Regular return 5.14 Rank 3 Highly satisfied 40 40%
Size of investment 4.77 Rank 4 Satisfied 48 48%
Premature withdrawal 3.60 Rank 7 Not bad 12 12%
Availability of 3.73 Rank 5 Dissatisfied --- ---
information Highly --- ---
Source: primary data dissatisfied
Inference: Safety is the important factor which Total 100 100%
encourages people to prefer post office saving schemes. Source: primary data
Inference: Majority of the respondents are satisfied
Table 11- Reasons to Prefer The Post Office Saving
Schemes Table 15- Opinion regarding investment scheme
Reasons Strongl Agre Averag Disagr Strongl Particulars Respondent Percentage
y e e ee y Sufficient 52 52%
Agree Disagr More than adequate 32 32%
ee Not sufficient 16 16%
Procedure 44 39 17 - - Total 100 100%
Scheme 23 37 22 18 - Source: primary data
Interest - 18 27 32 23 Inference: Majority of the respondents are of the opinion
Maturity 22 38 21 19 - that investment scheme are sufficient.
Home 46 24 13 9 8
service
4.1 Chi- Square Test
Reinvestme 43 42 15 - -
nt
Agent 54 29 17 - - H0 = The Age Of People And Awareness Level Of
Rural 68 32 - - - Different Investment Avenues Are Independent.
Source: primary data O E (O – E)2 (O – E)2 /E
Inference: Majority of the respondents prefer post office 6 6.08 .0064 .001052
savings because of availability in rural areas 7 7.68 .4624 .06020
10 8 4 .5
Table 12- Problem Faced While Making Investment in 9 10.24 1.5376 .15015
Post Office Saving Schemes 8 8.17 .0289 .003537
Problems Respondent Percentage 11 10.32 .4624 .04480
Number of 15 15% 9 10.75 3.0625 .28488
procedure 15 13.76 1.5376 .11174
Delay in processing 20 20% 5 4.75 .0625 .01315
Interest is low 36 36% 6 6 0 0

6 6.25 .0625 .01 6. REFERENCES
8 8 0 0
1.179 1. Aggarwal R. (2012). "Identifying Factors influencing
Preference towards Post Office Saving Schemes",
International Journal Of Research In Management &
∑ (O – E) 2 / E = 1.179
Technology, Vol.2, pp.550-589.
Degree Of Freedom = (C – 1) (r – 1) 2. Ganapathi R, and Malar SA. (2010). "Investors Attitudes
(3 – 1) (4 – 1) = 2 * 3 = 6 towards Post office Deposit Schemes", BVIMR Management
Level Of Significance = 5% Edge, Vol. 3(2), pp. 26-45.
Table Value = 12.592
Calculated Value = 1.179
Calculated value is less than table value. Therefore, the

hypothesis is accepted. That means the age of people and
awareness level of people towards different investment
avenues are independent.
4.2 Findings
• 44% of respondents is degree holders.
• 32% of respondents belong to the age group of above
50years.
• 92% of respondents are fully aware about bank
deposits and 49% of partially aware about shares and
insurance.
• 75% of respondents prefer bank deposits to invest
other than postal savings
• 88% of respondents are fully aware about post office
savings and 75% of recurring deposits
• 74% of respondents invested in post office saving
bank account
• 41% of respondents get information from agents.
• 66% of feel Savings forms the purpose of investment.
• 79% of respondents feel post office savings are safe.
• Safety is ranked 1st among the factors that encourage
people to prefer post office saving schemes and last
rank to tax benefit. .
• 36% of respondents opines that interest is low
and21% states that there is a lack of information.
• 68% of respondents prefer post office savings because
of home service.
• 32% of respondents opines that advertisement will
play part in awareness
• 48% of respondents are satisfied.
• 52% of respondents are of the opinion that investment
scheme are sufficient
• As per chi- square test the age of people and
awareness level of people towards different
investment avenues are independent
5. CONCLUSION
The People have number of investment avenues to invest

their money. The post offices saving scheme is one of the
investment avenue especially in rural area.
Peoples are ready to invest their money in post offices

because it provides high safety to them.
The study was very informative and it added to the

researcher awareness about different post office savings.

Research Paper Nayana Prabhash,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 23-27 (2019)
AN IMPECCABLE ONLINE SINGLE WINDOW CLEARANCE SYSTEM ENTAILING

EASE OF STARTING BUSINESS
Nayana Prabhash*
Research Scholar, Department of Commerce,
School of Business Management and Legal Studies, University of Kerala,
Karyavattom, Thiruvananthapuram, Kerala, India.
Abstract
Starting a business is an uneasy process and it involves the fulfilment of many requirements, one of
which is to obtain clearances from the government regarding the rules and regulations governing
business activities. Any investor who seeks to invest in any form of business has to obtain a minimum
infrastructure related utility clearance, without which no business can be initiated. Obtaining
infrastructure related utility clearances from the different government departments governing the
business activities in an economy is tedious, time consuming and costly process. This effort of
entrepreneurs can be reduced by corroborating the availability of an impeccable online single window
clearance system. This study aims to analyse the role of an impeccable online single window clearance
system that can simplify the procedures to obtain infrastructure related utility and creating an enabling
environment to establish enterprises thereby ensuring Ease of Starting Business.
Keywords: Infrastructure related utilities, Obtaining infrastructure related utility clearances, Ease of
Starting Business.
1. INTRODUCTION regions across India, DIPP, Government of India initiated

to evaluate and rank the states and union territories in
Business refers to all those human activities which are India in terms of EoDB. Kerala state is continuously
related to the production and distribution of goods and falling down to lower ranks and is ranked 21 st in the
services and it also includes those activities that indirectly EoDB ranking of states 2017 prepared by the World Bank
helps for the same, such as transport, insurance, banking, and the DIPP govt. of India.(1) Infrastructure is one of the
warehousing etc. Business plays a very important role in prime element to start business and Infrastructure related
the society, as a vehicle for exchange of goods and utilities are the basic requirements necessary to start a
services. Business is the main economic engine and the business. Obtaining infrastructure related utility clearance
growth driver of the economy of a country. It employs from the different government departments governing
people, provide income to working population, buy business activities in a region no simple process.
resources, sell products, bring innovation, generate Existence of an impeccable online single window
foreign capital, fulfil daily necessities etc. when there is clearance system can simplify the procedures and can
healthy competition among business units they improve reduce the time and cost incurred in obtaining
their efficiency and thereby help the economy to work infrastructure related utility clearance and there by create
more effectively and attain growth. Even though India is a ease of starting business.
fastest growing economy, it still remains a complex place
to do business in. To transform India to a business hub 1.1. Significance of the Study
and to make the country move to better ranks in the
Doing Business Index of the World Bank, the government Infrastructure related utilities are the basic requirements
of India took initiatives to frame and implement necessary to start a business. An investor who aims to
programmes and policies to create Ease of Doing invest in any form of business has to obtain minimum
Business. India is in the 77th position out of the 190 infrastructure related utility clearances from the
countries in terms of the EoDB Index 2019, proving that government, without which no business can be initiated.
the efforts of the government has paid off.(2)
Hence, this paper is significant as it deals with a study
This improvement in the ranking doesn’t reveal that every that reveals the role of an impeccable online single
state in India has attained development, as the window clearance system that can simplify the
methodology of ranking the nations considers only two procedures to obtain infrastructure related utility in
economies in India i.e. New Delhi and Mumbai. In order creating an enabling environment to establish enterprises.
to overcome this and to bring equality in EoDB in all
1.2. Statement of the Problem in getting clearances through a single window clearance
system and this paper deals with a study that aims to
To ensure government-to-business service delivery easier analyse the awareness and availability of an impeccable
and more efficient, entrepreneurs must be aware of the online single window clearance system in creating
different features of an online system, be able to use the easiness to obtain infrastructure related utility clearances
different features of an online system and must truly be to start a business.
benefitted from lower time and costs. Awareness and
availability of an impeccable online single window 2.1 Impeccable online single window clearance system
clearance system can ensure Ease of Starting Business by entailing Ease of Starting Business(2,3)
creating easiness to obtain infrastructure related utility
clearances. Hence, there arises a need to analyse and The concept of an impeccable online single window
understand the awareness and availability an impeccable clearance system aims to simplify the procedures
online single window clearance system. involved and reduce cost and time incurred in obtaining
infrastructure related utility clearances. The features of
1.3. Objectives of the Study an impeccable online single window clearance system
are:
• To evaluate the awareness of entrepreneurs regarding
an impeccable online single window clearance system 1. Transparency and access to information: The
for obtaining infrastructure related utility clearances to following features of a single window clearance
start a business. system can bring transparency and easy access to
• To examine the availability of an impeccable online information for both the business and the public.
single window clearance system for obtaining a. Online checklist: single window clearance
infrastructure related utility clearances to start a system with publicly available comprehensive
business. checklist on all requirements necessary to get
NOCs, licenses, registrations and other
1.4. Scope of the Study mandatory approvals required for setting up of a
business (pre- establishment and pre-operation)
The article focus on a study which is confined to find out and information on these required approvals
the extend of awareness and availability of an impeccable based on industry type, location and number of
online single window clearance system for ease of employees of the business started provides easy
starting business. For the purpose of the study registered access to information.
business units of Thiruvananthapuram district is b. Online publication of business regulations:
considered and data collected are analysed in a proper single window clearance system with draft on
manner and based on which findings are drawn in a business regulation can enable the public to
systematic way that helps in decision making. access and be aware of all business regulations.
c. Online invitation for public comments or
2. LITERATURE REVIEW feedback on regulations enacted: single
window clearance system with facility to
Every year the Department of Industrial Policy and receive comments or feedback on the draft
Promotion recommends Business Reform Action Plans business regulation and how they were
that has to be adopted and implemented by the different addressed in the final regulation or of any other
states in India for creating ease of doing business in India. concern and comments or feedback received
These action plans demand the different states to ensure when published online to be viewed by the
the availability of necessary facilities that ensures public facilitates transparency.
procedures associated with getting clearances from the d. Third party verification: an impeccable online
different government departments to be performed single window clearance system allows public
online(1). to view and verify licenses, registrations and
clearances issued to an enterprise.
The Kerala State Industrial Development corporation on 2. Common application form: All departments that
undertaking a study to reform the existing rules and acts are involved in issuing individually has application
related to clearance procedures for starting an enterprise form that differ for each clearance service provided
under the ‘ease of doing business’ initiatives reveals that to start a business. These forms are to be filled by the
as per the reforms suggested by DIPP a detailed applicants and submitted to associated departments
procedure and comprehensive check list covering all the along with the required supporting documents. A lot
steps and requirements necessary to start business has of information captured in these forms are common
been published online, clear time lines to get clearance and hence leads to duplication of effort as the same
are notified online, facilities has been made to submit details are being filled in multiple forms. This
applications online along with submission of document, process can be simplified by introducing a common
online payment of fees and online status tracking(4). application form that can be administered online. The
Hence it is evident that initiatives have been implemented form must be created to capture all the common
to simplify procedures and reduce time and cost involved details of the applicant as well as the establishment

AN IMPECCABLE ONLINE SINGLE WINDOW CLEARANCE SYSTEM ENTAILING EASE OF
STARTING BUSINESS
that are sought by various departments basically and All together these features in its complete efficiency can
then proceed to capture the specific information for be termed as an impeccable online single window
the department’s from which the applicant requires clearance system that reduces the time and cost incurred,
clearance from. The following are the features of an simplifies the procedures, removes physical touchpoints,
impeccable online system with a common application eliminates time consuming procedures, improves
form. efficiency and brings uniformity in processing
e. Online submission of application: The system applications, improves transparency and creates
enabling online submission of application for all convenience to applicants in obtaining clearances. Hence
clearances required to start a business through a creates easiness in obtaining infrastructure related utility
common application form integrates the clearance, which ultimately creates Ease of Starting
different application form of different services. Business.
f. Online submission of documents: Along with
the submission of application the system when 3. RESEARCH METHODOLOGY
facilitates the applicant to submit necessary
documents for getting clearance online, avoids The paper deals with a study that is descriptive and
physical submission of documents. analytical in nature. Both primary and secondary data
g. Online payment: The system facilitating single from various sources are used to undertake the study.
and integrated online payment of all requisite Primary data for the study is collected from 336
fees on all clearances eliminates the time respondents through a structured interview schedule.
consumed to physically visit each department to Entrepreneurs of legally registered business units initiated
make payment for clearance service. during the period of 2017-2018 and located in
3. Other features Thiruvananthapuram district are considered as the
h. Online status tracking: The system with respondents for the study. Sample for the study
online status tracking enables users to track constitutes 336 respondents out of which 155 business
each stage of progress in processing units from manufacturing sector and 181 from service
applications submitted. sector. Stratified simple random sampling technique is
i. Online approval of application and online used to derive the desired sample for the study.
issue of certificate: The system allowing
inspection reports and final certificates to be 4. RESULTS, ANALYSIS AND DISCUSSION
availed online and accessible to applicants,
avoids the time taken to receive official 4.1 Awareness on online clearance system: Awareness
communication letter from departments. of respondents in both manufacturing and service sector
j. Digitization of land records and GIS regarding the different features of an impeccable online
(Geographic Information System) mapping: single window clearance system is measured.
An online system facilitating GIS mapping
providing details about the land earmarked for Table 1 denotes awareness of entrepreneurs regarding the
industrial use along with details about available different features of an impeccable online single window
infrastructure such as road, water etc. achieved clearance system. Standard Error Mean (SEM) of all the
through digitizing all land records. This enables variables in the table are very low values, depicting that
entrepreneurs to get details about land the mean of the distribution of the sample respondents
earmarked for industrial use and the available represents actual population mean.
infrastructure in an area.
k. Clearly defined time lines: Clearly defined It is revealed that majority of the respondents in
timeline to process the application and to manufacturing and service sector are extremely aware of
provide the final certificate of clearance the features like application procedures published online,
published and available in the online system process maps, flow diagrams, screenshots, etc. available
creates efficiency. with the procedures, check list of all required documents
l. Integration between departments online published online and clear timelines notified online.
system: Each department that provides a Entrepreneurs are slightly aware of the features like
clearance service must have an online system of Online Common Application Form, Online Single
its own to verify the documents submitted for Window System and are not at all aware of the remaining
compliance more efficiently than manual features. It is found that there is lack of awareness among
verification and to approve applications entrepreneurs regarding majority of the features of a
received, creating swift verification and single window clearance system.
clearance of applications. Each of these system
when integrated to the online single window 4.2 Availability of single window clearance system:
clearance system simplifies the mutation Availability of different features of an impeccable online
process between related departments and single window clearance to entrepreneurs is analysed
eliminates physical touchpoints involved in the applying Two Sample t - test Percentage Comparison test.
same.

Table 1: Awareness on features of online clearance system
FEATURES SECTOR n Mean SD SEM
Application procedures published online Manufacturing 155 4.61 0.983 0.079
Service 181 4.78 0.696 0.052
Process maps, flow diagrams, screenshots, etc. Manufacturing 155 4.55 1.014 0.081
available with the procedures Service 181 4.81 0.659 0.049
Check list of all required documents published Manufacturing 155 4.56 1.001 0.080
online Service 181 4.81 0.665 0.049
Clear timelines notified online Manufacturing 155 4.43 1.151 0.092
Service 181 4.77 0.604 0.045
Online application submission Manufacturing 155 1.32 0.762 0.061
Service 181 1.31 0.609 0.045
Online payment Manufacturing 155 1.45 0.891 0.072
Service 181 1.29 0.654 0.049
Onetime online payment of all requisite fees Manufacturing 155 1.34 0.825 0.066
Service 181 1.29 0.628 0.047
Online submission of documents Manufacturing 155 1.13 0.452 0.036
Service 181 1.23 0.634 0.047
Status tracking Manufacturing 155 1.53 0.949 0.076
Service 181 1.59 1.110 0.083
Digital signing of documents Manufacturing 155 1.25 0.706 0.057
Service 181 1.51 0.964 0.072
Online availability of approved final certificate Manufacturing 155 1.15 0.636 0.051
Service 181 1.12 0.463 0.034
Third party verification of authenticity of certificates Manufacturing 155 1.42 0.986 0.079
online Service 181 1.44 1.066 0.079
Online Common Application Form Manufacturing 155 2.71 1.603 0.129
Service 181 2.92 1.645 0.122
Online Single Window System Manufacturing 155 2.71 1.603 0.129
Service 181 2.91 1.635 0.122
Source: Primary data
Table 2: Availability of Single Window Clearance System

FEATURES Manufact Service t Df Sig (2-
uring tailed)
yes yes
Application procedures published online 95.5 97.2 0.836 334 0.4040
Process maps, flow diagrams, screenshots, etc. available 95.5 97.2 0.836 334 0.4040
with the procedures
Check list of all required documents published online 95.5 97.2 0.836 334 0.4040
Clear timelines notified online 5.2 7.2 0.753 334 0.4517
Online application submission 1.3 0.6 0.669 334 0.5040
Online payment 3.2 2.2 0.568 334 0.5706
Onetime online payment of all requisite fees - - - - -
Online submission of documents 1.3 1.1 0.168 334 0.8664
Status tracking 12.3 17.7 1.374 334 0.1703
Digital signing of documents 1.9 0.6 1.091 334 0.2760
Online availability of approved final certificate 1.9 0.6 1.091 334 0.2760
Third party verification of authenticity of certificates 13.5 13.8 0.080 334 0.9364
online
Online Common Application Form 2.6 1.1 1.033 334 0.3023
Online Single Window System 2.6 1.1 1.033 334 0.3023
Source: Primary data
Table 2 represents availability of different features of an flow diagrams, screenshots, etc. supplemented along with
impeccable online single window clearance system. the procedures and check list of all required documents
Application procedures published online, process maps, published online are the features that are available to

AN IMPECCABLE ONLINE SINGLE WINDOW CLEARANCE SYSTEM ENTAILING EASE OF
STARTING BUSINESS
entrepreneurs. It is found that there is unavailability of

majority of the features of an impeccable online single
window clearance system and with those features that are
available are either having partial availability or is not
available for all forms of clearance required from
departments.
5. CONCLUSION
The study focus on analysing the availability and

effectiveness of an impeccable online single window
clearance system. Even though there is partial availability
of features of the system, majority of the features are
unavailable and hence there is an absence of the concept
of an impeccable online single window clearance system.
Partial availability of single window clearance system
cannot be effective in creating easiness to obtaining
infrastructure related utility clearances. Complete and
fully functioning online single window clearance system
must be implemented so that it can be referred to as a
completely efficient and effective system simplifying
procedures involved, reducing cost and time incurred,
thereby creating easiness to obtaining infrastructure
related utility clearances. The system in its full efficiency
would have been effective in simplifying the procedures
involved and the time and cost incurred in the process of
getting clearance and thereby making the process easy
and convenient. As the process of getting clearance gets
easier, the concept of starting a business gets convenient
and easy to investors.
6. REFERENCES
1. Department of Industrial Policy And Promotion. (2017).

“Business Reform Action Plan 2017”, Retrieved from:
http://www.eodb.dipp.gov.in
2. Financial Express Bureau. (2018, November 1). “Ease of
doing business ranking 2019: know what worked for India
and what didn’t in 23 notch leap to 77th slot”, Financial
Express. Retrieved from
http://www.financialexpress.com/economy/ease-of-doing-
business-ranking-2019-know-what-worked-for-India-and-
what-didnt-in-23-notch-leap-to-77th-slot/1368536/lite/
3. Government of Kerala., (2017, July 3). “Ease of doing
business”, Government of Kerala. Retrieved from
http://www.kerala.gov.in/ease-of-doing-business
4. Kerala State Industrial Development Corporation. (2017,
July 3). “Study to reform existing rules and acts related to
ease of doing business in Kerala”, Financial report KSIDC.
KSIDC Ltd. Retrieved from
http://www.ksidc.org/keralaadvantage/ease-of-doing-
business

Research Paper M.V.D. Aswathy et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 28-31 (2019)
DEMAND, ACCEPTABILITY AND E-MARKETING OF ORGANIC PRODUCTS
M.V.D. Aswathy1, Dr. Sherly Thomas2*

Department of Economics, Avinashilingam Institute for Home Science and Higher Education for
Women, Coimbatore, TN, India.
Abstract
The global demand for organic products is estimated as 124.76 billion US$ in 2017 and it is expected to
reach 323.56 billion US$ in 2024(5). Even in India, organic product export contributed to 515.44
million US$ in 2017-18 (APEDA, 2017-18). But local demand for organic products is still low in India,
as people are hesitant to buy organic produce because of its high price. Thus, to improve organic
claims, it is essential to analyze consumer’s demand and acceptability to pay for organic products. To
gauge the above mentioned factors, a study was undertaken in Coimbatore district (Tamil Nadu). The
city comprises of many organic outlets and people are also showing keen interest in purchasing organic
farm products. Therefore, a well-structured questionnaire was framed to collect information from
organic consumers who frequently visit the organic outlets, collected data was analyzed using
appropriate statistical tools and inferences are drawn.
Keywords: Organic market, Global demand, Increase in investment, Consumer survey, Demand,
Acceptability and Willingness to pay.
1. INTRODUCTION
Worldwide, the demand for organic food products
Organic agriculture is considered as a way of living that appears to have expanded quickly in recent years,
has completed a full circle and is now accepted as an stimulated by consumer perceptions that organic products
ideal choice for healthy and sustainable living. It is a kind are safe, clean and ethical.(2)
of farming system which is practiced with an objective to
produce healthy and quality food stuff. Thus “organic” is Organic products have a growing market both in India
a labeling term used to indicate that food or other and globally.(7) The demand for organic foods is very low
agricultural product has been produced through approved in developing economies. This in turn is associated with
methods that integrate cultural, biological and mechanical their low income, lack of awareness etc. The authors have
practices that foster cycling of resources, promotes also stated that household income of people is sufficient
ecological balance and conserve biodiversity(6). This enough to meet their daily requirements; thus they are
unique quality of organic farming has resulted in showing least interest to purchase organic products.
increased global demand for organic products, where
consumers are willing to pay a higher price for the 3. RESEARCH METHODOLOGY
produce that is safe and grown naturally. All these factors
contributed to the expansion of organic market at global The study is descriptive and analytical in nature.
level. Coimbatore district, Tamil Nadu is chosen as the area of
study. The city comprises of many organic outlets and
1.1. Scope of the study people are also showing keen interest in purchasing
To improve organic claims, it is essential to gauge the organic produce. The study extensively used both primary
consumer’s demand and acceptability for organic and secondary data. Primary data was collected with the
products. These factors help in setting the price level to help of a well-structured questionnaire from 60 organic
target customers of various segments, thereby attracting consumers who frequently visit the organic outlets and
more potential consumers to buy organic products. duration of study was carried out for a period of one
month. Secondary data related to demand and
2. LITERATURE REVIEW acceptability of organic products was collected from e-
journals. Non-probability sampling technique namely
Studies by Cicia et al. (2002)(4), Chryssohoidis and purposive sampling method was used to select the sample
Krystallis (2005)(3), Botonaki et al. (2006)(1) indicate that respondents. Accordingly, the data collected was
consumers consider premium price of organic food analyzed using Descriptive statistics, Correlation analysis
products as a symbol of best food quality. and Garrett ranking method.

DEMAND, ACCEPTABILITY AND E-MARKETING
OF ORGANIC PRODUCTS
3.1 Objectives 5 Mothly Income (in Rs.)

• To analyze the demographic profile of selected Below Rs.20,000 11.7
organic consumers in Coimbatore district. Rs.21,000 to Rs.30,000 36.7
Rs.31,000 to Rs.40,000 36.7
• To analyze the demand and acceptability for organic Rs.41,000 to Rs.50,000 10.0
products. Above Rs.50,000 5.0
• To provide suggestions to improve organic claims in
the city based on the findings of the study. Source: Estimation based on field survey
3.2 Framework of hypothesis From table 1 it is observed that 61.6 percent of

• Income and willingness to pay premium prices for respondents who buy organic products were middle aged
organic products has a significant relationship. people falling under the age group of 26-35 years and 36-
45 years and it is consistent with the studies of Bugge and
3.3 Statement of the problem Wandal (1997); Bellows et al., (2007). It was also evident
that more female respondents (65 percent) were interested
Demand is the fundamental element that drives economic in buying organic produce than male (35 percent) and this
growth and expansion. Without demand, the process of favored the studies of Foster and Padel (2005); Ahmed
production will not take place in an economy. Over the and Juhdi (2010). Higher the educational level, higher
years it has been observed that organic market is evolving will be the demand to purchase organic products Essoussi
as a promising area of investment, because of rise in and Zahaf (2012) this study also favored our findings
demand for organic products. Moreover, consumers are where 85 percent of organic consumers have completed
also willing to pay premium price for organically grown their college level and done professional courses like
produce. But local demand is still low, so gauging of medicine, engineering, law etc. Nearly 31.7 percent of
these factors will help in the better functioning of organic homemakers were responsible for shopping organic
markets. products, 26.7 percent were employed in service sector
jobs which comprises of both public and private
4. RESULTS, ANALYSIS AND DISCUSSION employees, whereas 25 percent were business people and
11.7 percent were agriculturists, remaining 5 percent
4.1 Findings of the study comprises of retired people and industrial workers
working in manufacturing units. These consumers had
Demographics come to know about organic products through word of
mouth information. Income is one of the vital components
Demographic characteristic like age, gender, education, which determine the willingness to pay premium prices
income and occupation plays a vital role in influencing a for organic products. Higher the income, higher will be
consumer to purchase organic products (Shows et al., the willingness to pay Jha (2016). This study is in favor of
2009). our findings where 73.4 percent of the consumer’s
income falls under the category of Rs.21,000 to 40,000;
Table 1: Demographic profiles of organic while 11.7 percent were earning below Rs.20,000, 10
consumers(in percentages) percent were in the range of Rs.41,000 to 50,000 and 5
S.NO. Particulars Proportion of percent were earning above Rs.50,000.
respondents
Table 2: Correlation analyses
1 Age
Monthly Price premium
less than 25 years 21.7
income willingness to
26-35 years 33.3
pay
36-45 years 28.3
above 40 years 16.7 Monthly Correlation 1 .732*
income
2 Gender Sig. (2- .000
Male 35.0 tailed)
Female 65.0 N 60 60
3 Education Price Correlation .732* 1
School level 6.7 premium
College level 48.3 willingness to
Professional courses 36.7 pay
Others 8.3 Sig. (2- .000
tailed)
4 Occupation
N 60 60
Agriculturists 11.7
Business 25.0 **Correlation is significant at the 0.01 level (2-tailed).
Service Sector Jobs 26.7 Source: Estimation based on field survey
Home Maker 31.7
Others 5.0 H0: There is no significant association between income
and willingness to pay price premiums for organic
products.

H1: There is a significant association between income and 5. Environmental 25.84 5 33.20 1
willingness to pay price premiums for organic products. Awareness
Source: Estimation based on field survey
From table 2, it is observed that calculated ‘p’ value is
less than the tabulated value (p<0.01) and there is perfect Table 4: Organic Products Purchased:
degree of correlation between income and willingness to S.NO. Organic Scores under Gender
pay premium prices for organic products. This signifies products
that higher the income level, higher will be the purchased
Male Female
willingness to pay premium prices for organic products.
Score Rank Score Rank
Therefore, the null hypothesis is rejected and alternative
1. Vegetables 37.50 1 26.73 21
hypothesis is accepted. 2. Fruits 31.71 6 29.85 16
3. Pulses 30.00 11 30.77 11
4.2 Increased demand and frequent purchases of 4. Cereals 29.14 15 31.23 7
organic products 5. Food grains 30.21 10 30.65 12
6. Organic 26.95 21 32.41 1
In the present study, respondents were asked to rank the millets
opinion on increasing demand for organic products and 7. Oil products 30.71 8 30.38 14
rank were converted into percent position by using the 8. Milk 34.19 3 28.51 19
formula: 9. Tea 32.81 4 29.26 18
Percent position = 100 (Rj-0.5) 10. Sugar 29.86 12 30.85 10
N 11. Jaggery 29.00 17 31.31 5
Where Rj is the rank of the ith item and N refers to the 12. Honey 29.10 16 31.26 6
number of items ranked. The percent position were 13. Spices 29.24 14 31.18 8
converted into score by using Garrets’ Rating scale and 14. Fruit juices 31.88 5 29.76 17
15. Fruit jams 34.57 2 28.31 20
the average score obtained for differential reasons are
16. Pickles 30.79 7 30.35 15
tabulated and presented in table 3.
17. Organic meat 30.67 9 30.41 13
18. Eggs 27.74 20 31.99 2
Male respondents have stated that ‘Significant 19. Organic 29.81 13 30.87 9
improvement in health conditions’ (1st rank), ‘Concern cosmetics
over food safety’ (2nd rank) and ‘Rise in health 20. Clothing/ 28.19 19 31.74 3
consciousness’ (3rd rank) as a prime opinion on the Fabric
increasing demand for organic products. In contrast, the 21. Home ware 28.69 18 31.47 4
ranking of the female respondents were stated that appliances
‘Environmental Awareness’ (1st rank), ‘Food quality’ (2nd Source: Estimation based on field survey
rank) and ‘Rise in health consciousness’ (3rd rank) as a
prime opinion on the increasing demand for organic 4.3 Summary
products.
• Nearly 46 percent of respondents stated that major
Similarly, consumers were also asked to rank organic source of awareness which influenced them to buy
products that were frequently purchased on a regular basis organic products were internet, word of mouth
and it was also converted in to rank by using the above information, newspaper, magazines and books.
mentioned formula where male respondents have • Nearly 32 percent of consumers admitted that they
mentioned ‘Vegetables’ (1st rank), ‘Fruit Jam’ (2nd rank) buy organic products on a monthly basis and as per
and ‘Milk’ (3rd rank) and female respondents have need.
marked ‘Organic Millet’ (1st rank), ‘Eggs’ (2nd rank) and • Almost 33 percent of respondents spent Rs.1001 to
‘Fabric/ clothing’ (3rd rank) as prime organic products 2000 on a monthly basis to buy organic products.
that they were purchasing frequently on a regular basis. • Nearly 32 percent of respondents have agreed to the
The rank average score obtained for differential reasons fact that demand for organic products has increased
are tabulated and presented in table 4. over the years.
• Majority of the respondents (50 percent) have agreed
Table 3: Increasing demand for organic products that organic products are quite expensive.
S.NO. Statements Scores under Gender • Nearly 24 percent of the respondents stated that price
Male Female
difference between organic and conventional
Score Rank Score Rank
products is between 11 to 15 percent.
1. Concern over 33.59 2 28.71 4
food safety • Only 15 percent of the respondents have admitted
2. Rise in health 31.34 3 30.01 3 that they would continue to purchase organic
consciousness products even if the price rises.
3. Significant 35.36 1 27.68 5 • Majority of the respondents (42 percent) agreed to
improvement in pay 5 to 10 percent premium prices for organic
health conditions products.
4. Food quality 27.93 4 31.99 2

DEMAND, ACCEPTABILITY AND E-MARKETING
OF ORGANIC PRODUCTS
• Nearly 45 percent of respondents admitted that they 6. https://usda-

are highly satisfied and satisfied with the usage of staging.azureedge.net/media/blog/2016/02/29/conservation-
organic products. and-biological-diversity-organic-production
7. Mukherjee B. (2017). “From Local to Global – Indian
Organic Product and Overview”, IOSR journal of Business
4.4 Suggestions and Management, Vol.19(2), Version 1, pp.34-39, available
online: http://www.iosrjournals.org/iosr-jbm/papers/Vol19-
• Price acts a barrier to purchase organic products as issue2/Version-1/F1902013439.pdf
they are quite expensive. This problem occurs when
demand and supply is not in equilibrium. Promotion • Bibliography
of organic farming practices among farmers will
bring about the concept of equality in demand and 8. http://horttech.ashspublications.org/content/10/4/663.f
supply. ull.pdf
• More innovation is required in marketing organic 9. http://orgprints.org/5003/1/5003.pdf
products like conducting organic food festival in the 10. http://www.orgprints.org/2684/1/garibay-2003-
city, discounts for buying more products etc. this will Market-Study-India.pdf
attract more potential customers.
• e- Marketing of organic products will also attract
more potential customers to buy organic products, as
it is an emerging platform for selling various goods
and services.
• Promotional campaigns have to be conducted
through media because it is the single largest
platform that can influence masses to a greater
extent.
5. CONCLUSION
Demand for organic products is on the rise, but certain

elements like price and confused knowledge about
organically grown produce is inhibiting the people in
becoming an organic consumer. This survey has clearly
mentioned a valuable suggestion that to make organic
products available at normal price, more number of
farmers has to be encouraged to take up organic farming
practices. Finally, to conclude, organic products not only
ensure a healthy living option but it also focuses on
environmental quality.
6. REFERENCES
1. Botonaki, A, Polymeros, K, Tsakiridou, E & Mattas, K

(2006). The role of food quality certification on consumers‘
food choices, British Food Journal, vol. 108, no. 2/3, pp. 77-
90.
2. Chang HSC, Griffith G, Zepeda L. (2003). “An overview of
the Organic Food Products Market in Australia”, Working
Paper Series, University of New Zealand, Available online:
http://ageconsearch.umn.edu/bitstream/12928/1/wp030010.p
df
3. Chryssohoidis G, Krystallis, A (2005). Organic consumers‘
personal values research: testing and validating the list of
values (LOV) scale and implementing a value-based
segmentation task. Food Quality and Preference. 16:585–
599.
4. Cicia G, Giudice TD, and Scarpa R. (2002). “Consumers‘
perception of quality in organic food: a random utility
model under preference heterogeneity and choice correlation
from rank-orderings”, British Food Journal, Vol.104(3/4/5),
pp.200-213.
5. https://www.zionmarketresearch.com/sample/organic-
pigments-market

Research Paper C.V. Jayanthi et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 32-36 (2019)
MARKET CAPITALIZATION AND FACTORS AFFECTING IT: AN EMPIRICAL STUDY
C.V. Jayanthi1, Dr. L. Jayanthi2

Assistant Professor1, Associate Professor2
1
Management Department, Sankara Arts and Science College, Enathur, Kancheepuram
2
Commerce Department, Nandanam Arts and Science College, Chennai, India.
Abstract
This paper is an analysis of the financial operations and performance of the 100 companies BS 1000
company and also the industry wise performance of companies listed in BS 1000 for the year 2015-16.
(Companies with year ending till month of September 2016 have been considered). This analysis is from
the financial statements for the month of March 2017. In the analysis, multiple regression and
correlation were used to gain a critical review of the specific areas of assessment of the company’s
performance. This is an inter-organizational study and application of statistical techniques for financial
analysis. The various statistical techniques applied here are from simple averages, standard deviation to
correlation and multiple regression analysis. The data analysis testing gave a result that the variables
total assets and net profit are related to capital employed. The parity in revenue among the Industries
are more. A similar pattern is observed in the total assets and the employee cost among industries in
India. One more interesting observation in the study was that among top 100 companies mentioned in
the BS 1000 the total revenue is high among the top 10-12 companies and a wide range between the top
10 and the rest exist.
Keywords: Financial analysis, correlation, multiple regression and market capitalization.
1. INTRODUCTION and the investment until it is capable of yielding

appropriate return will not be sought after. 3. The
In investing money one sets aside one’s money for future structure of portfolio matters due to the time, liquidity,
consumption for a greater return. Portfolio is the detailed risk and return of the investment and that makes it
picture of an investment or a profile of one’s investment. essential to study on the net worth and the modus
Portfolio management is an art. “The art and science of operandi to bring out the needed change in the structure
making decisions about investment mix and policy, of capital and investment.
matching investment to objectives, asset allocation for
individuals and institutions, and balancing risk vs 2. LITERATURE REVIEW
performance. Portfolio management is all about strengths,
weaknesses, opportunities and threats in the choice of “Market capitalization is regarded as an indicator of a
debt vs equity, domestic vs international, growth vs safety company’s size. Large-cap companies are more robust. A
and numerous other tradeoffs encountered in attempt to large-cap company can be compared to a heavy goods
maximize return at a given appetite risk”. There are ways carrier, while a midcap company to a mini carrier. If there
of analysis of Portfolios. We can say this is undertaken is a speed breaker/bump on the road, the chances of a
mainly in two methods. One is the fundamental analysis mini carrier getting knocked down are much more as
and two the technical analysis. The modern-day debates compared to the heavy goods carrier. At the same time, a
about which are the best is set aside as it is the nature of mini carrier picks up speed quickly and travels faster as
academic debate. compared to the heavy goods carrier; which requires time
to catch up speed but has better stability and momentum”
1.1 Scope and significance
“Apart from EPS, ROI, ROCE the companies are now
The aim of this study is necessitated by the need of the giving equal importance to the determination of market
hour. The points below elucidate the same. 1. The ever- capitalization and value creation for the shareholders as
growing technology makes it essential to know the part of their fundamental objective of wealth
retention of the profit in spite of the competition. “All maximization. There are various methods to determine
modern economies- whether they approximate the the shareholders’ value creation. The market
capitalist, socialist, or communist ideology- are based capitalization method is one of the most important
upon an advanced technology and the extreme use of methods because it includes all the factors like financial
capital goods”.(11) 2. Capital again depends on investment efficiency, contribution of tangible capital, contribution of
MARKET CAPITALIZATION AND FACTORS AFFECTING IT:
AN EMPIRICAL STUDY
intangible assets, brand image and reputation of the generate from either capital growth for future dividends
company etc.…, and will sell it if they believe they can achieve better
returns elsewhere than the current market.
Tata motors, Maruti Ltd, Bajaj Auto and Hero Honda are
having higher market capitalization, higher net worth and New information, intelligence and insight will be filtered
higher intangible assets; it indicates that higher market through the body of extant impressions which add up to
capitalization creates higher intangibles which ultimately the company’s reputation and any changes in market
enhance shareholders value in long run.” The cause and value may add to or detract from it. As a result, investor’s
effect is mentioned reversely here. The basic accounting confidence that the company will produce the economic
equation states that assets = liabilities + stockholders' returns expected becomes inflated or deflated and,
equity. In the accounting industry, assets are defined as assuming an appropriately liquid market in the company’s
anything that a business owns, has value, and can be stock, will flow through to increase or decrease the share
converted to cash. Assets are broken down into two main price of the company.
categories. These two categories are current assets and
noncurrent assets. Each of these categories is further It may be advantageous to compare a company's market
broken down into subcategories. Total assets are the sum capitalization to its shareholder equity on a historical
of all current and noncurrent assets and must equal the basic. A continuous expansion of the difference in
sum of total liabilities and stockholders' equity amounts typically indicates higher investor confidence in
combined.(9) “The difference between a company's or company growth and profits. A steady decline between
individual's total assets and its total liabilities. Also the amounts may indicate that a company is reaching its
known as shareholders' equity for a company” (7) is maturity within its market, and investors do not expect
generally termed as net worth of a company. There are much continued growth” (12).
two methods for calculating net worth. They are 1. Share
capital plus reserve & surplus. 2. Asset – Liability as “Market capitalization reflects the theoretical cost of
mentioned in the above definition. “Calculating your net buying all of a company's shares, but usually is not what
worth involves subtracting your liabilities from your the company could be purchased for in a
assets. If you have more assets than liabilities, you have a normal merger transaction. To estimate what it would
positive net worth. Conversely, if you have more cost for an investor to buy a company outright,
liabilities than assets, you have a negative net worth(6)”. the enterprise value calculation is more appropriate. Thus,
Contributed Capital & Retained Earnings is known as the market capitalization is a better measure of size than
earned net worth, this value is the amount of money worth. That is, market capitalization is not the same
contributed to the business by the user in addition to the as market value, which can generally only be assigned
net profit earned fewer withdrawals from the business. when the company is actually sold.” (10)
“Shareholder equity is sometimes referred to as a
company's net worth. A company's shareholder equity is Some other literature considered for the study include
calculated by subtracting the company's liabilities from its Aczel et al (2002)(1), Cole (2012)(2), Gujarati a(1990)(3)
assets. The remainder is shareholder equity. and Stockshastra(8) among others.
The return on net worth is the return on capital employed. 3. RESEARCH METHODLOGY
Capital refers to the assets used in production of goods
and services, Income refers to the periodic benefits This study is a combination of the fundamental analysis
arising out of such capital. This partially gives a picture and technical analysis of 100 data available in the
of market capital and net worth. “There is perfect Business Standard magazine this March 2017 year about
agreement among the accountants and economists that the current trend in the market capitalization. The net
capital should be maintained and only the income should worth of companies classified according to their industry
be consumed. Income is always recognized as the surplus and performance wise. Regression is then done on the
which is available for consumption”.(4) It is also desirable data. It is a quantitative analysis combined with the
to spend the income by consuming an amount which analytical interpretation of the data.
would not impoverish the people. It can be helpful to
make a historical comparison between market 4. RESULTS, ANALYSIS AND DISCUSSION
capitalization value and equity value to see if there is a
trend one way or the other. If market capitalization has As far as the Business Houses are concerned houses
grown steadily higher and further above equity value, this having more than three companies are enlisted above. But
indicates increased confidence on the part of investors”. (5) that does not mean anything.
“The principal source of value creation derives from
investors rather than from customers, and the means by For ex. The co. owned by Mukesh Ambani stands 1 with
which it’s delivered is quite distinct. Investors buy or hold rank 2 in the list whereas the ones owned by Anil Ambani
a company’s stock on the basis the principal source of have three with lesser turnover than that. Many of the
value creation for corporate brands derives from investors companies are owned by one business house among these
rather than customers”. The Impact of Reputation on several companies. Only the business houses holding at
Market Value of the economic returns they expect to least three companies are mentioned.

In the Industry-wise revenue this year in Indian lead followed by air transport industry, cement and
Companies listed in BS 1000, the largest is from Energy building, shipping and ceramic products. It is clear that it
sector. Automobile, Technology software, steel followed is not the power as such the fuel consumption which is
by Power Generation are the next four companies in total giving the higher figure of consumption here.
revenue sequentially. Energy has highest net profit.,
technology software, automobile, power generation and The advertisement expenditure is more in consumer
distribution and pharmaceuticals have the follow up. staples, followed by media and entertainment, distilleries
Consumer staples is also having a close run of net profit and wineries, paints varnish and lastly oil and lubricants.
with pharmaceuticals. In case of total assets, the industry The industries which are consumer focused has a higher
which has more total assets is energy, power generation go on advertising.
and distribution followed by construction and
infrastructure, steel, telecommunications and automobile The interest paid is more in case of oil and gas drilling,
Industries. realty followed by and construction & infrastructure,
power generation and distribution and conglomerate
The above analysis was based on the absolute values. But industrial sectors. The dependent variable of the
when we look at the distribution of cost as a percentage of regression was the market capitalization. The initial list of
total income, we observe the following. In the raw independent variables included total revenue, operating
materials category, the industry which has highest profit, net profit, net worth, total assets, dividend
expenditure on raw materials is jewelry. Trading, food percentage, direct taxes (percentage), return on net worth
processing, energy and sugar follow the lead one by one. (also percentage) and return on capital employed
In the employee cost, it is technology software which is percentage.
on the top of the list. Miscellaneous sector is the second
highest followed by Hotels and restaurants, mining The first step was to determine the pair wise correlation
minerals and healthcare. between all these variable, the result of which is given in
Table below. From the table 1, it can be seen that the
Technology and software is labor intensive in its operating profit has high correlation (greater than 0.8)
classification followed by the mining and minerals. The with net profit, total assets and direct taxes. Likewise,
reason could be cost of hiring the techno savvy direct taxes have a high correlation with operating profit
employees. Mining and minerals may be labor intensive and net profit. Therefore, in order to avoid the problem of
as the mechanization is not yet in that vogue in India. The multi collinearity i.e., operating profit and direct taxes
reason being Coal India figures which means more were removed. Therefore, the list of explanatory variables
employees are involved in coal mining. In the power was reduced to the other seven independent variables.
consumption, power generation and distribution take a
Table 1: Correlation Matrix

Market Total Operating Net Net Total Dividend Direct RON ROCE
Cap Revenue Profit Profit Worth Assets taxes W
Market 1.0000
Cap
Total 0.5767 1.0000
Revenue
Operating 0.7937 0.7704 1.0000
Profit
Net Profit 0.8303 0.5923 0.8154 1.0000
Net Worth 0.3848 0.6135 0.5795 0.4198 1.0000
Total 0.5717 0.7174 0.8249 0.5380 0.5278 1.0000
assets
Dividend 0.6162 0.2966 0.5194 0.6280 0.1266 0.2742 1.0000
Direct 0.8051 0.6172 0.8451 0.8283 0.3272 0.5474 0.7810 1.0000
taxes
RONW 0.2568 0.0521 0.0961 0.2502 0.0090 -0.1081 0.2453 0.2523 1.000
0
ROCE 0.4111 0.0121 0.1259 0.3678 -0.0315 -0.2109 0.3391 0.3556 0.629 1.0000
6
While proceeding with the regression it was observed that observations (i.e. the data pertaining to 76 companies)
a number of values especially of RONW and ROCE were remained.
stated as zero due to the companies not having made
adequate profits during the year. All such companies for The regression was carried out using Microsoft excel ®.
which the values were zero or negative were removed for The results are summarized as below.
the purpose of the calculation. Ultimately therefore 76

MARKET CAPITALIZATION AND FACTORS AFFECTING IT:
AN EMPIRICAL STUDY
Table 2: Summary Output revenue sequentially. Energy has highest net profit,
Regression Statistics followed by technology software, automobile, power
generation and distribution pharmaceuticals and
Multiple R 0.88687 consumer staples. In case of total assets, the industry
R Square 0.78655 which has most total assets is energy, followed by power
Adjusted R Square 0.76457 generation and distribution, construction and
infrastructure, steel, telecommunications and automobile
Observations 76 industry respectively.
Significance F 2E-20
The average of total revenue is more than total assets
across the Industries. It indicates that Industries are
Coefficients P-value Significance having a good turnover on assets in India. However,
Level considering the costs as a percentage of the total income
Intercept -3749.19 0.6612
reveals other details the industry which has incurs the
Total Revenue 0.02 0.8629 highest percentage costs on raw materials is jewelry,
Net profit 8.27 0.0000 1% followed by trading, food processing, energy and sugar.
Net worth 0.00 0.9741 In terms of the proportion of employee cost, it is

Total assets 0.27 0.0212 5% technology software which is on the top of the list,
followed by miscellaneous, hotels and restaurants, mining
Dividend 2.70 0.2107
minerals and healthcare. Technology and software is
RONW -262.12 0.2879 labor intensive and another reason could be cost of hiring
ROCE 1428.77 0.0006 1% the techno savvy employees. Mining and minerals may
also be relatively labor intensive as the mechanization is
not yet in that vogue in India. Furthermore, the numbers
The adjusted R-square value is 0.7646. As per the F test it are influenced strongly by the Coal India figures which
is significant at 1% level. Therefore, we may state that the means more employees are involved in coal mining.
model is able to explain 76% variation in the dependent
variable. In terms of the relative cost incurred on power and fuel,
power generation and distribution take a lead followed by
On examining p-values for the independent variables it air transport industry, cement and building, shipping and
was observed that the co efficient of the two variables ceramic products. It is clear that in case of power
namely, Net Profit and ROCE were significant at the 1% generation it is not power, but fuel consumption which is
level and that of the Total Assets was significant at 5% giving the higher figure of consumption here.
level. Therefore, it appears that these three variables have Advertisement expenditure is proportionately more in
some explanatory power with reference to the dependent consumer staples, followed by media and entertainment,
variable i.e., market capitalization. distilleries and wineries, paints varnish and lastly oil and
lubricants. The industries which are consumer focused
On examining the residual plot (the data given in the have a higher outgo on advertising.
appendix) plotted below in the chart, Figure 10. Residual
Plot, no obvious pattern can be discerned. Hence there is The relative expenditure on interest paid is more in case
no apparent evidence of heteroscedasticity. of oil and gas drilling, realty followed by and construction
& infrastructure, power generation and distribution and
As mentioned earlier auto correlation is generally conglomerate industrial sectors. Depreciation percentage
observed in time series data, while data used here is cross is higher in oil and gas drilling, telecommunications,
sectional. So, the problem of auto correlation also should shipping, power generation and distribution followed by
not occur. To conclude, since for the overall regression, hotels and restaurants and media and entertainment. It
an R-square value 0.764573 was obtained, (significant at would appear to indicate that oil and gas drilling,
the 1% level) it means that 76% of the variation in construction, shipping, power generation and distribution
dependent variable is accounted for the variation in the are relatively capital intensive. The investment in land,
model above. Hence it is concluded that there exists a the maintenance cost, raw material cost etc., could be the
relationship between the above variables. attributing reason. The percentage paid as taxes is higher
in Mining and minerals, consumer staples, technology
4.1 Results from the Sector-wise Analysis software, oil and lubricants in that order.
A similar observation has been seen in the Industry wise 4.2 Results from the Regression Analysis
analysis of 1000 companies, where certain industries
dominate. In the Industry-wise revenue this year in Indian During the regression, it was noticed that operating profit
Companies listed in BS 1000, the largest is from Energy had high correlation (greater than 0.8) with net profit,
sector. Automobile, Technology software, steel followed total assets and direct taxes. Likewise, direct taxes had a
by Power Generation are the next four companies in total high correlation with operating profit and net profit.

Therefore, in order to avoid the problem of multi equity.asp#ixzz4ghNVC0oLWhat is the difference between
collinearity these two variables were removed. market capitalization and equity? Accessed 10.5.2017.
6. http://www.investopedia.com/university/calculate-net-
The adjusted R-square value obtained was 0.7646, worth/net-worth-calculations.asp
7. http://www.moneycontrol.com/glossary/stocks/net-
significant at 1% level. Therefore, we may state that the worth_3547.html
model is able to explain 76% variation in the dependent 8. http://stockshastra.moneyworks4me.com accessed on
variable. 10.5.2017 from google.co.in.
9. http://study.com/academy/lesson/total-assets-definition-
It was observed that the co efficient of the two variables lesson-quiz.html accessed on 23.6.2017.
namely, Net Profit and ROCE were significant at the 1% 10. Market Value of Equity goggled at
level and that of the Total Assets was significant at 5% http://www.investinganswers.com/financial-
level. Therefore, it appears that these three variables have dictionary/financial-statement-analysis/market-value-equity-
some explanatory power with reference to the dependent 3980
11. McConnell CR. (1987). “Economic Principles, Problems
variable i.e., market capitalization. And Policies”, Tenth edition, Published by Mc Graw Hill
Book Company, New York.
It is concluded that there exists a relationship between the 12. Park M, How to Compare Market Capitalization &
dependent variable (Market Capitalization) and the Stockholder's Equity, available online:
independent variables mentioned above. http://smallbusiness.chron.com/compare-market-
capitalization-stockholders-equity-37744.html accessed on
5. CONCLUSION 12.5.2017.
The objectives of this dissertation were (i) to analyze the

Industry wise distribution of companies to gain an insight
on the current performance of the companies listed in
1000 BS using statistical tools; and (ii) to carry out
multiple regression on the top 100 of the BS1000
companies and analyze whether there is any relationship
among the variables.
The relationship between Net Profit, Total Assets and

Return on Capital Employed (ROCE) to the dependent
variable Market Capitalization is established in this
dissertation. Among the 100 top companies Indian Pvt.
owns 15 and Govt of India owns 15. Tata 7 and Birla AV
5. Anil Ambani and Vedanta each 3. In the observations,
the averages are greater than median in the BS 1000
companies. It indicates disparity in the distribution of
revenue among 100 companies ranked in the top of the
list of companies declared in BS 1000.
Also, it was observed that the concentration of revenue

among the first top ten companies marks the disparity in
the revenue of various companies in India. A greater
standard deviation is observed in the statistical analysis
than the average for almost all the parameters, indicating
a high amount of variation across industries.
6. REFERENCES
1. Aczel AD, and Sounderapandian J. (2002). “Complete

Business Statistics”, Tata McGraw Hill Publishing Co Ltd,
New Delhi.
2. Cole S. (2012). "The Impact of Reputation on Market
Value", World Economics, Vol.13(3), p.53.
3. Gujarati DN. (1990). “Basic Econometrics”, Third Edition,
McGraw Hill Publications, International Edition, pp. 319-
420.
4. Gupta RL, and Radhaswamy M. (2007). “Advanced
Accountancy”, Sultan Chand & Publishers, New Delhi.
5. http://www.investopedia.com/ask/answers/122314/what-
difference-between-market-capitalization-and-

Research Paper Dr. V. Vimala,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 37-40 (2019)
THE IMPACT OF E – RAKAM ON THE INDIAN FARMERS

– AN ECONOMIC PERSPECTIVE
Dr. V. Vimala*
Assistant Professor, Department of Commerce,
School of Commerce and Management,
Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, TN, India.
Abstract
The Government of India has taken quite a lot of actions to pull off the agricultural produce. The central
government has initiated the e – Rashtriya Kisan Agri Mandi (e – RAKAM) to enhance the leverages
technology to help the Indian farmers from the smallest villages to the global markets through Internet.
In order to strengthen the farmer’s financial stability, the digital initiative has been developed in a single
platform to make their buying and selling of their agricultural produce. In this circumstance, the present
analytical research tried to find out the performance, benefits, and the impact of the E – RAKAM on the
economic development of the farmers and their life style. This E – RAKAM will be paid through e-
payment directly to farmer’s bank account for the buying and selling of the agricultural produce. In this
condition, an effort is made to identify the awareness, impact, performance and the beneficiaries of E –
RAKAM in the Coimbatore District. The current explorative research is carried out with the well
thought-outresearch instrument designed and administered for the chosen farmers and the merchants of
agricultural products in Tamil Nadu. The responses provided by the chosen farmers and their marketers
of agricultural products, statistical data and economic reports available from the authorized government
e-portal, the investigation and the analysis is carried thereafter to find the current position and made an
effort to know the impact of e-RAKAM in Tamil Nadu.
Keywords: e–RAKAM, Agricultural produce, e-payments, Agri Mandi, e–Auction, e–trade, Farmers
economic stability.
1. INTRODUCTION support the buy and sell the agricultural produces. By

initiation of unique online portal with association of Steel
e – RAKAM is a digital inventiveness plan which aims to Minister Chaudhary Birender Singh, Consumer Affairs
carry together the farmers, Public Sector Units, and and Food and Public Distribution Minister Ram Vilas
buyers on a distinct raised area to simplicity of the selling Paswan in India the successfully launched.
and buying of agricultural produces at national level.
3. RESEARCH METHODLOGY
1.1 Objectives of the Study
• To understand the e – RAKAM scheme awareness, 3.1 Hypothesis of the Study
performance, beneficiaries and its impact on farmers
economic stability; and H01:e – RAKAM initiative scheme strongly influence e -
• To know the implications and effectives of e – trading of agricultural produce by the farmers and their
RAKAM on marketing of agri produces and to economic developments.
analyse the e-trading activities of farmers produce.
3.2 Sample Design
2. LITERATURE REVIEW
The exploratory study used the multi stage sampling
2.1 Outlook of the e – RAKAM Program techniques in the selected area. The first phase of
respondents is selected based on agri producers, farmers
The e – RAKAM(1,2,3) programme is singular platform and merchants of agricultural produce are taken for the
which provides all the farmers to make the e-Payment current study. In the second stage, area wise research was
directly into their savings or current bank accounts for the carried out in Coimbatore district and in the third level,
marketing of agricultural produces in India. The the explorative study concentrated on particular farmers
government of India launched the e-RAKAM scheme to group those markets their products through internet/e-
the farmers in the year 2017 [01.08.2017] to facilitate and

trading/e-commerce of Coimbatore districts. The sample
size taken for the study is randomly taken is 82. 3.5 Sources of Data Collection
3.3 Statistical Tools and Techniques In the current research work the primary data are
collected from the chosen respondents such as farmers,
The current research work applied the percentages merchants of agricultural products and e-traders of the
methods and simple statistical computational workouts. In agricultural products in Coimbatore. Secondary data are
addition to this, the Structural Equation Model (SEM) and composed and studied from various published sources
Amos (Analysis of Moment Structures) (IBM version such as text books, magazines or journals, working paper
20.0) are used to identify quickly the specify confirmative or research papers, newspapers, web portals, Reports,
factors which affect the outcome of the study and to University web sites, and University Library resources
modify the model graphically if necessary by using (Both offline and Online sources) etc.,
simple drawing tools to bring out the result perfectly
support the target statement of the study to prove. 4. RESULTS, ANALYSIS AND DISCUSSION
3.4 Period of the Study The current research focused mainly on the e-RAKAM
scheme benefits for the selected respondents in
The pilot research covered a period from September, Coimbatore District. The collected data is presented
2018 to January 2019 and the secondary collected since below with the help of research instrument design
2017 to till date for the analysis of the research to find the exclusively for the current study and their after statics are
exact beneficiaries to identify the performance and mentioned in the below table1 -
efficiency of thee – RAKAM scheme in addition the first
hand information by the selected respondent in the study.
Table – 1: Socio-Economic profile of the selected farmers

Gender No. of
Group In Percentage (%)
Male Female Respondents (N)
Genders
Farmers 24 12 36 43.92
Agri Merchants 12 11 23 28.04
e-Traders 14 09 23 28.04
Total 50 32 82 100.00
Age
Below 18 00 00 00 00.00
19 – 30 07 06 13 15.85
31 – 45 08 06 14 17.07
46 – 60 13 10 23 28.05
60 – 80 18 09 27 32.93
80 and above 04 01 05 06.10
Total 50 32 82 100.00
Farmers
Literates 10 06 16 44.44
Illiterates 14 06 20 55.56
Total 24 12 36 100.00
e-Traders
Literates 4 05 09 39.13
Total 14 09 23 100.00
Agri Merchants
Literates 07 01 08 34.78
Total 12 11 23 100.00
Awareness of e – RAKAM
Interner sources 10 06 16 19.51
Friends 08 05 13 15.85
Relatives 03 03 09 10.97
Government intiative measures 02 06 15 18.29
Social Media (Facebook, twitter,
whatsapps, instagram, youtube or any 18 12 29 35.36
other android applications)

THE IMPACT OF E – RAKAM ON THE INDIAN FARMERS
– AN ECONOMIC PERSPECTIVE
Total 50 32 82 100.00
Applications of e-Payments
Mobile apps 10 09 19 23.17
Internet Banking 11 05 16 19.51
ATMs 13 08 21 25.61
RTGS/NEFTS/IMPS 07 04 11 13.41
Payments Bill disks 09 06 15 18.29
Total 50 32 82 100.00
Source: Survey Data, 2019, N = No. of Sample – 82.
Table – 2: Benefits and importance of e -RAKAM scheme

Rating Scale*
Importance and Benefits
EI – 1 MI – 2 N–3 SI – 2 NI – 1
Civil supplies and buyers on a single platform to ease 23 24 14 16 05
selling and buying process of agricultural products (28.1%) (29.3%) (17.1%) (19.5%) (6.1%)
20 11 24 16 11
Facilitates farmers for online sales of their produce
(24.4%) (13.4%) (29.3%) (19.5%) (13.4%)
Agriculture-oriented Indian Economy and Farmers 29 22 15 09 07
lifestyle (35.4%) (26.8%) (18.3%) (10.9%) (8.5%)
26 18 11 12 15
e-Payment directly into their bank account
(31.7%) (21.9%) (13.4%) (14.6%) (18.3%)
Collecting, enriching and the storing the data on data 31 22 10 09 10
warehouse (37.8%) (26.8%) (12.2%) (10.9%) (12.2%)
e-Trading of all the agricultural produce through 25 23 16 10 08
different online modes (30.9%) (28.1%) (19.5%) (12.2%) (9.8%)
25 19 15 09 14
Facilitate Central Warehousing Corporation
(30.5%) (23.2%) (18.3%) (10.9%) (17.1%)
e-RaKAM - RashtriyaKisan Agri Mandi to provide 26 19 15 12 10
logistical support for sellers and buyers (31.7%) (23.2%) (18.3%) (14.6%) (12.2%)
Connect farmers of smallest villages to biggest markets 24 15 12 18 13
of the world (29.3%) (18.3%) (14.6%) (21.9%) (15.8%)
*[Extremely Important (EI) – 5, Moderately Important (MI) – 4, Neutral (N) – 3, slightly important (SI) – 2, Not at all
important (NI) – 1]
Table – 3: Impact of e -RAKAM scheme on the selected farmers

Rating Scale*
e –RAKAM factors
SI – 1 MI – 2 N–3 SI – 2 NI – 1
26 18 11 12 15
e-Payments (EP)
(31.7%) (21.9%) (13.4%) (14.6%) (18.3%)
31 22 10 09 10
e-RAKAM centers (ERC)
(37.8%) (26.8%) (12.2%) (10.9%) (12.2%)
25 23 16 10 08
Agricultural Products (AP)
(30.9%) (28.1%) (19.5%) (12.2%) (9.8%)
23 24 14 16 05
Central Warehousing System (CWS)
(28.1%) (29.3%) (17.1%) (19.5%) (6.1%)
Leverages Technology to connect farmers 25 19 15 09 14
globally(LTCF) (30.5%) (23.2%) (18.3%) (10.9%) (17.1%)
Marketing and Logistics partners for e-trading 26 19 15 12 10
activities (MLET) (31.7%) (23.2%) (18.3%) (14.6%) (12.2%)
Internet Banking for the direct payment settlements 24 15 12 18 13
(IBPS) (29.3%) (18.3%) (14.6%) (21.9%) (15.8%)
*[Extremely Influence (EI) – 5, Moderately Influence (MI) – 4, Neutral (N) – 3, slightly Influence (SI) – 2, Not at all
Influence (NI) – 1]
Table – 4: Different e-payments methods influences the farmers e-trading activities

Rating Scale*
e – Payment modes
SI – 1 MI – 2 N–3 SI – 2 NI – 1
25 19 15 09 14
Mobile Banking through apps (MB)
(30.5%) (23.2%) (18.3%) (10.9%) (17.1%)

31 22 10 09 10
Internet Banking(IB)
(37.8%) (26.8%) (12.2%) (10.9%) (12.2%)
25 19 15 09 14
Automatic Teller Machines (ATM)
(30.5%) (23.2%) (18.3%) (10.9%) (17.1%)
Real Time Gross Settlement/National Electronic Fund
26 19 15 12 10
Transfer /Immediate Payment System
(31.7%) (23.2%) (18.3%) (14.6%) (12.2%)
(RTGS/NEFT/IMPS)
24 15 12 18 13
Bill Desk Payment System (BDPS)
(29.3%) (18.3%) (14.6%) (21.9%) (15.8%)
23 24 14 16 05
Telephone Banking (TB)
(28.1%) (29.3%) (17.1%) (19.5%) (6.1%)
*[Extremely Influence (EI) – 5, Moderately Influence (MI) – 4, Neutral (N) – 3, slightly Influence (SI) – 2, Not at all
Influence (NI) – 1]
at the 0.05 significant level and clearly indicated the p –
4.1 Testing of Hypothesis value of 0.000. This result showed that the model fits the
data relating to the e – RAKAM scheme and is further
The purpose explorative study made an effort to confirmed from the chosen respondents in Coimbatore
formulate the research statement for empirical testing District. The authenticate data and analysis given by root
which describes the relationship between two or more mean square (RMSEA)indicated that 0.020, and arrived
variables. The hypotheses of the study is - value of 0.008 is having very low cutoff of 0.08.
Correspondingly, the Tucker Lewis Index result shows
 H01:e – RAKAM initiative scheme strongly influence the value of 1.741 which is significantly higher than the
e - trading of agricultural produce by the farmers and 0.95 threshold and represent that the developed model is
their economic developments. satisfactorily fit.
In the above Model – 1,e – RAKAM schemes

developmental factors influences the standard and quality
of farmers, especially on e-traders in the selected region.
The confirmative influential factors ofe – RAKAM cause
the scores and are observed on the measures variables
regarding the benefits, importance and its performance
effectively to improve the quality of the farmer’s
economic developments. The impact of the e – RAKAM
schemes on farmers, agri-merchants and e-traders are
symbolize by the specific arrows mention the path. In the
path diagram, the significant chi –square value shows the
absolute model fit and reported, with exact degrees of
freedom and probability value in the study.
5. CONCLUSION
To sum up, the e – RAKAM programmers helped to build

the strong basis to improve the economic standards,
lifestyles and their online marketing efficiency for the
farmers, argi-merchants and e-traders. The study put
Model – 1: Impact of e – RAKAMon the economic
effort in the identification of e-payments towards the
development of the farmers
farmer’s agricultural produce with special initiative
programmes providing the need based support including
4.2 Results and Discussion
online direct credits to their bank accounts. In the study,
the performance of e – RAKAM is noticed that slowly
Table – 5: Summary Results of Measurement Model
gaining importance among the farmers economic standard
PG
Mo d
P -
RM FI/
N
C R CMI and quality of the life style.
X2 Va NF
del f SEA PC FI FI N/DF
lue I 6. REFERENCES
FI
1 0. 0.
182. 0.0 0.02 0.8 0.5 1. https://currentaffairs.gktoday.in/government-launches-e–
H0 8 91 19 1.741
911 00 0 63 53 RAKAM-portal-08201746980.html
2 3 6
2. http://www.nrclitchi.org/uploads/tenders/e – RAKAM
Source: Survey data, 2018
Steps_for_Registration.pdf
3. http://vinsonias.com/DynImg/cefa0051-7e94-41d3-9a18-
The Chi-Square (X2) value of the current research study d8b06ae2461a.pdf
denotes that 182.911 with the 182 df (degree of freedom)

Research Paper P. Prameela et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 41-46 (2019)
CUSTOMER PERCEPTION TOWARDS SMALL FINANCE BANK WITH SPECIAL

REFERENCE TO ESAF SMALL FINANCE BANK
P. Prameela1, Dr K. Kanniammal2*
Research Scholar& Assistant Professor1, Professor2
1
Department of commerce, NSS College, Ottapalam, Palakkad, Kerala, India.
2
Department of Commerce, Avinashilingam Institute for Home science and Higher Education For
Women, Coimbatore, Tamil Nadu, India.
Abstract
Small finance bank are a type of niche banks in India. The aim behind these banks is to provide financial
inclusion to those sections of the economy not being served by other banks and financial institutions.
ESAFis a small finance bank promoted by Evangelical Social Action Forum which caters to the needs
for financial services among the low income people. Before becoming a bank it was a Micro financial
Institution. This paper tries to study the awareness and perception of customers about ESAF small
finance bank. Data are collected through schedule using convenient sampling method from 50 women
customers of Palakkad district. The collected data was analysed by using simple percentage analysis,
weighted mean score analysis and chi square test.
Keywords: Customer Perception, Small Finance Bank, ESAF, Micro Financial Institution.
1. INTRODUCTION various financial assistance to the poor people especially

woman. In addition to MFI, Reserve Bank of India on
Finance has become an essential part of an economy for 27th November 2014 released guidelines for a new class
the development of the society. In India more than 70% of banking entity called Small Finance Bank. It is
of the people live in rural areas. They do not have high established for the development of rural areas or low
financial capabilities. They mainly depend on various income people. ESAF is the first Small Finance Bank in
financial institutions for their livelihood. There are Kerala. It allows various loans to rural people to protect
various commercial banks that provide loans and diversify and increase their sources income. This paper
advances to the rural customers. But because of various tries to study the awareness and perception of customers
regulations and formalities rural people have a negative about ESAF bank. Considering the important role of
attitude towards these banks. Now a days it is seen that ESAF and micro finance a detailed study is found to be
rural people are more depending upon new small finance relevant and imperative.
banks like ESAF. ESAF is a small finance bank promoted
by Evangelical Social Action Forum and established in 1.2 Objectives
1992. Before becoming small finance bank ESAF was a
ESAF Microfinance Institution and was a non-banking 1. To understand the awareness of customers about
finance company licensed by the Reserve Bank of India various products and procedures of ESAF bank.
and its headquarter is in Trissur. 2. To find out the level of perception of customers about
ESAF bank.
Microfinance is another term or service available to rural 3. To examine satisfaction level of ESAF Customers.
people. Although micro finance exist all around the
world, the majority of micro financing operations occur in 1.3 Hypothesis
developing nations, such as Uganda, Indonesia, Serbia
and Honduras. Many microfinance institutions focus on 1. There is no significant influence of marital status on
helping women. availing loan from ESAF bank.
2. There is no significant influence of Age of the
1.1 Statement of The Problem respondent on perception regarding the role of ESAF
in empowering women
Indian financial system is becoming more and more
complex and dynamic. Nearly 70% of people in India live 1.4 Scope of The Study
in rural areas. They have high capability but do not have
sufficient funds for their development. In such a situation ESAF is a small finance bank which is mainly
micro finance played an important role. MFI provide concentrating on the empowerment of poor people. Even

though the bank had presence in 11 states and more than ESAF. So, the Women customers of ESAF bank from
400 branches, the study is confined to the 50 women Palakkad district constitute the population for the study.
customers of Palakkad district, Kerala. ESAF small
finance bank is providing various services like deposits, 3.4 Sample size and Method
loans, microcredit, micro insurance etc. researchers Convenient sampling was used to select required number
concentrated on loans and related services. The of respondents. The sample size was 50 Women
researchers are aiming to study the awareness and respondents from Palakkad District of Kerala State, India.
perception of ESAF bank among women customers of
Palakkad district. 3.5 Statistical Tools
2. LITERATURE REVIEW The data collected were tabulated and analysed by using
simple percentage analysis weighted mean score analysis
Ray (2016)(1) conducted a study on small banks in India- and chi square analysis.
issues and challenges. It discussed the RBI policy to
further financial inclusion and about the recent licencing 3.6 Limitations of The Study
of small finance bank, It also discussed the future
scenario of the new entrants in the banking field would 1. The sample size is 50 and only the customers of ESAF
likely to encounter. bank of Palakkad District were taken for the study.
2. The reliability of study is restricted to the data
Viswan MG (2017) (2) conducted a study to understand provided by the respondents.
the awareness and perception of small finance bank. He
focused his study on the ESAF bank. He says that small 4. RESULTS, ANALYSIS AND DISCUSSION
finance bank is highly useful to developing countries like
India. It helped the small entrepreneurs for their 4.1 Socio Economic Background of Respondents
development. He uses both primary and secondary data.
Questionnaire is used as a tool of data collection and The valuable information related to socio economic
secondary data collected from various books, journals, background of respondents is necessary to make an
and websites. He clearly explains the term small finance overall study on the awareness and perception of
bank. He also explains Nidhi Company and its governing respondents. Because the awareness and perception level
laws. about ESAF bank depends on the respondent’s age,
educational qualification, occupation etc. Socio economic
3. RESEARCH METHODOLOGY background of respondents includes age, educational
qualification, marital status, occupation, and monthly
Proper collection of data, its analysis, and interpretation income.
are very essential for the accuracy of research. Its result is
depends on the availability of necessary data. This study Table No: 1: Demographic Profile Of The
is mainly focused on the small finance bank ESAF. Respondents
Age Variables Number of Percentage
3.1 Research Design Respondents
Young (15- 16 32
The study is attempted to know the awareness and 30)
perception of ESAF bank among the customers of Middle (30- 22 44
45)
Palakkad district. For this purpose, Descriptive research
Old (45-60) 12 24
design has been followed for the study.
Total 50 100
3.2 Sources of Data Qualification Up to SSLC 12 24
Up to +2 22 44
Primary and secondary data were used for the study. A Graduate 10 20
Schedule was used to collect primary data to know the Post 6 12
awareness and perception level of respondents. Secondary graduate
data was collected from various sources like books, Total 50 100
journals, newspaper and official websites of entities like Marital Married 45 90
ESAF SFB, ESAF Microfinance and Investments (P) Ltd, status single 5 10
etc.in order to know the various products, services and Total 50 100
schemes of ESAF.
Occupation Professional 5 10
3.3 Population Business 4 8
Salaried 15 30
The study is based on the small finance bank ESAF. The Self 20 40
respondents are selected from Palakkad district to employed
understand their awareness and perception towards House Wife 4 8

Student 2 4 Hi w Lo hted mean

Total 50 100 gh w score score
Monthly Up to 5000 2 4 Income 14 24 8 3 1 50 197 3.94
income 5000-10000 28 56 generat
ion
10000- 15 30 loan
15000 Genera 22 12 9 6 1 50 198 3.96
Above 5 10 l loan
15000
Nirmal 4 7 8 28 3 50 131 2.62
Total 50 100 loan
(Source: Primary Data) Jeevan 4 8 7 29 2 50 133 2.66
dhara
From the table 1 above data it is evident that most of the loan
respondents fall under the age group 30-45. It reveals that Agricu 18 23 5 4 0 50 205 4.1
lture
the most of the customers of ESAF bank come under an
loan
age group of 30-45. From the data collected, it is clear
Suryaj 10 8 20 10 2 50 164 3.28
that nearly half of the total respondents have a yothi
qualification of plus two. Followed by 24% of SSLC and loan
20% are completed their graduation. It is evident that Grihaj 20 21 6 3 0 50 208 4.16
most of the respondents are married. Married women are yothi
highly depending on ESAF bank for various necessities. loan
Only 10% are unmarried. Most of the respondents are Mobile 16 15 14 5 0 50 192 3.84
self-employed. They are the main customers of ESAF loan
bank.4% are Students and 30% of the respondents are
Housin 20 16 8 6 0 50 200 4.0
salaried people and most of the respondents fall under the g loan
income level of 5000-10000.
Vidyaj 17 24 5 4 0 50 204 4.08
4.2 Borrowing Behaviour yothi
loan
(Source: Primary Data)
Table No: 2: Respondent’s opinion about the availing
of loan Overall awareness level of the respondents is high in most
Loan Number of Percentage of the cases since the weighted mean score is around the
Respondents value 4.But they don’t have much knowledge about the
Availed 42 84 Nirmal loan and jeevandhara loan since the mean value is
Not availed 8 16 below 3.But they are highly aware about General loan,
Total 50 100 Grihajyothyloan, Vidyajyothiloan, agricultural loan and
(Source: Primary Data) housing loan.
Customers borrow various types of loans from ESAF. It 4.4 Awareness about Procedures
provides various types of loans to the customers as per the
requirements of customers. The respondents are classified There are various services provided by ESAF bank to the
based on loan borrowed or not. customers. Each has its own procedures. So to understand
the awareness about ESAF bank it is necessary to
It is evident that most of the customers of ESAF bank are understand the awareness about various procedures.
taken loan from the bank. Majority of the respondents are
availed loan from ESAF. Only negligible percentage Table No: 4: Classification of Respondents on the
nearly 16% not availed loan. Basis of awareness about Procedures
Proced Respondents Awareness

4.3 Awareness about Loans
ures
Providing loans to customers is an important function of Ve Hi Neu L Ve T0 Total Weig
ry gh tral o ry tal weig hted
ESAF. Since microfinance it provides financial assistance Hi w Lo hted mean
to their customers. So studying the awareness level about gh w score score
various types of loans is relevant. Openin 40 5 3 2 0 50 233 4.66
g a
Table No: 3: Classification of Respondents on the bank
Basis of awareness about loans accoun
t
loans Respondents awareness Deposi 46 4 0 0 0 50 246 4.92
Ve Hi Neu L Ve To Total Weig ting
ry gh tral o ry tal weig hted money

Taking 7 8 0 0 50 235 4.7 and
a loan 35 suppl
Dealin 20 20 2 6 2 50 200 4.0 y of
g with funds
cheque Intere 7 11 6 19 7 5 142 2.84
and st rate 0
DD on
Transf 5 7 4 24 10 50 123 2.46 loan is
erring reason
fund able
Obtaini 15 18 7 5 5 50 168 3.36 Create 6 10 9 20 5 5 142 2.84
ng wealt 0
ATM h
card Repay 4 14 24 4 4 5 160 3.2
(Source: Primary Data) ment 0
sched
It is evident that most of the people are highly aware ule is
attract
about the procedure of depositing money. The customers
ive
are also highly aware about the opening of bank account. Create 8 11 7 17 7 5 146 2.92
They have least awareness about the procedure for opport 0
transferring funds. unitie
s
4.5 Perception about ESAF Bank Provi 16 26 6 2 0 5 206 4.12
de 0
Banks provide financial services to the customers. funds
Therefore customer perception of about products, services to
and importance of ESAF bank is important in now a day. farmi
ng
sector
Table No 5: Perception of Respondents about ESAF Provi 11 20 15 3 1 5 187 3.74
small finance bank de 0
techn
Facto ology
rs financ
Stro Ag Ne Dis Stro to Tota Wei ial
ngly re utr agr ngly ta l ghte servic
Agr e al ee Dis l Wei d es to
ee agr ghte mea poor
ee d n Overa 10 29 7 2 2 5 193 3.86
scor scor ll 0
e e econo
Prom 13 18 10 8 1 5 184 3.68 mic
ote 0 devel
rural opme
econo nt
mic Conve 10 26 6 5 3 5 185 3.7
devel rsion 0
opme of
nt ESAF
Empo 13 22 6 8 1 5 188 3.76 MFI
wer 0 into
wome SFB
n is
Loan 36 14 0 0 0 5 236 4.72 benefi
produ 0 cial
cts of for the
ESAF poor
are (Source: Primary Data)
attract
ive From the above table it is clear that ESAF is important in
Bridg 14 17 8 7 4 5 180 3.68 providing loans and providing funds to farming sector.
e gap 0
Majority of the respondents agree with the statements
betwe
en the
except in the case of Interest rate, creation of wealth and
dema opportunities. It is also important in customers point of
nd view because of it empower the women. It also helps in

overall economic development. Majority of the Of the total respondents, 86% of the respondents will
respondents are disagreeing with the statement that it recommend ESAF bank to others. Only 14% of them do
creates wealth. They also perceive that the conversion of not like to recommend ESAF to other people. This shows
MFI into SFB would help to extend more financial that ESAF fulfil almost all needs of customers.
services for the poor
H0There is no significant influence of marital status on
Table 6: Classification of Respondents on the basis of availing loan from ESAF bank.
satisfaction level
Fact Table 8: Chi Square test
ors
Hig Sati Ne Dissa High T Tot Wei MARITAL LOAN
hly sfie utr tisfie ly ot al ghte STATUS AVAILED
sati d al d dissa al wei d Chi-Square 32.000a 23.120a
sfie tisfie Sc ght Mea
d d or ed n Df 1 1
e scor scor Asymp. Sig. .000 .000
e e
Prod 11 30 3 5 1 50 195 3.9
ucts Since p value is less than .05, null hypothesis is rejected.
and Marital status has an influence on availing loan from
serv ESAF bank.
ices H0 There is no significant influence of Age of the
Loa 10 28 4 8 0 50 190 3.8 respondent on perception regarding the role of ESAF in
n empowering women
proc
edur Table 9: Chi Square test
e
Inter 7 29 6 7 1 50 184 3.68 AGE PERCEPTION
est Chi-Square 3.040a 25.400b
rate
Onli 9 19 14 8 0 50 179 3.58
Df 2 4
ne Asymp. Sig. .219 .000
ban
king Since p value is less than .05, reject the null hypotheses.
serv
Age of the respondent have a significant influence on
ice
Emp 8 25 14 3 0 50 188 3.76 perception regarding the role of ESAF in empowering
loye women
e
beha 4.7 Findings
viou
r • Most of the customers of the bank are taking loan for
(Source: Primary Data) various purposes. The people depends ESAF bank
mainly for loan purpose.
From the data received from the respondents majority of • People depends ESAF for loan because of simple
the respondents were satisfied with the various products procedures for taking loan. They go through simple
and services of ESAF. The online banking service of procedures to avail loan. Customers are satisfied with
ESAF bank requires some improvement. loan procedure.
• Rate of interest is the main factor considered by
4.6 Recommendation of ESAF Bank
customer while taking the loan. The bank charges only
Here the customers are asked whether they will normal interest rate to the customers. It makes the
recommend ESAF bank to their friends and relatives. loan attractive.
This is asked to identify the impact that ESAF made in • Customer needs improvement in online banking. They
the minds of public. faced various troubles while operating online banking
facility. Certain improvements are required for
Table 7: Classification of Respondents on the basis of effective functioning of online banking.
Recommendation of ESAF Bank • Perception of Customers about ESAF bank
Recommendation Number of Percentage satisfactory. Because they opined that it provides
Respondents attractive loans to customers. Today it acts as a tool
Yes 43 86 for empowering women. Women get financial
assistance from the bank for meeting their various
No 7 14 needs. It also helps the farmers through agricultural
Total 50 100 loans.
(Source: Primary Data)
• Customers are less aware about fund transfer. They do Finance and Social Sciences (AAR16 New York
not aware about its procedures, usage etc. Only some Conference) ISBN: 978-1943579-50-1 New York, USA.
people are known about the fund transfer. pp.25-28. Paper ID: N624
2. Viswan MG. (2017). " A Study On The Awareness And
Perception About Small Finance Bank With Special
4.8 Suggestions Reference To Esaf Small Finance Bank", Abhinav National
Monthly Refereed Journal of Research in Commerce&
• The bank must make necessary steps to increase the Management, Vol. 6, Issue 4, pp. 32-41.
awareness about various products and services,
because majority of the customers were not aware
about the new type of loans like Nirmal loan and
jeevandhara loan.
• The awareness strategy adopted by ESAF bank is not
effective. They must spend more for publicity and
awareness.
• The manager of the ESAF bank must ensure that the
employees are behaving in a friendly manner and they
are approachable.
• ESAF bank must bring some improvements in the
methods for facilitating online banking. The
customers are facing some hindrances in operating
transactions through online.
• Bank must provide information about various product
and services and details regarding customers account
in right time. The bank can adopt either message,
voice call or e mail for this purpose.
• It is better to the bank to conduct awareness
programme in different places. It will help the people
to know more about the bank.
5. CONCLUSION
ESAF bank is the first Small Finance Bank is in Kerala.

The present study revealed that ESAF is an important
institution in providing micro credit. It started as a
microfinance institution and converted into a small
finance bank in 2017. But the institution has customers
since it was microfinance institution. But the number of
customers increased after conversion. Customers mainly
visit the bank for taking and repayment of loan.
Customers are satisfied with the loan procedure. They
perceived that ESAF provide better banking operations to
the customers. Existing customers of ESAF will
recommend the bank to their friends and relatives. But
certain product of ESAF is not effective like online
banking. The bank must take steps to increase the
awareness about its various product and services.
Conducting workshops and awareness programmes in
different places will be useful for creating awareness
among customers.
From Microfinance Institution to Small Finance Bank, the

journey was more about rocks and stones. However, it
thoroughly enjoyed each and every step, thanks to the
passion exemplified by the Organization as a whole.
From the field staff to the Managing Director truly
focused on vision to build a just and fair society.
6. REFERENCES
1. Ray P. (2016). Proceeding of the First American Academic

Research Conference on Global Business, Economics,

Research Paper Dr. P. Sasirekha et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 47-50 (2019)
CONSUMER ATTITUDE TOWARDS APP BASED CAB SERVICES

IN COIMBATORE CITY
1Dr.
P. Sasirekha, 2*Dr. U. Jerinabi
1
Assistant Professor, 2Professor
Department of Commerce, Avinashilingam Institute for Home Science and Higher Education for
Women, Coimbatore, T.N., India.
Abstract
The purpose of the study is to examine the consumer preference towards App based cab services, to
examine the level of satisfaction of consumer on App based cab services and to identify the factors
influencing the consumers to select app based cab services and also studied the problem of the
customers while using App based cab services. Coimbatore city has been chosen purposively as the
locale for this study. Individuals who are using app based cap services were purposively selected for the
study by adopting convenient sampling technique. The primary data have been collected from 120
respondents through an interview schedule. The factors such as quick availability of cabs, safety,
economical than traditional taxies and attractive cash back on discount on rides are the most important
reason using the App Based Cab Service.
Keywords: Cab services, Consumer attitude, mobile app services, taxi services and Virtual cab
services.
1. INTRODUCTION 3. To identify the factors influencing the consumers to

select app based cab services.
India has encountered a remarkable change in the
transport sector. Introduction of organised and virtual 2. LITERATURE REVIEW
based cab services changed the life style of travellers. In
traditional period travelling from one place to another is Arsyawathi and Pradana (2017)(1) conducted a study on
tedious task and people learn to work in their residential “Service quality factor that determines consumer
places. But now a day the space for mobility has been stratifications UBER according to users perception”.
increased due the development of transport sectors. It also Khupse (2017)(2) has conducted a study on “Passengers
offers a virtual and secured medium for booking a cab at motives for using mobile app based cabs”. The research is
minimal cost. Development in information technology to find out the reasons of travelers preference for app
and introduction android phones changed the people from based taxi service and to check whether the reason for
the use of traditional mode of transport to app based cab travelers are strong enough to build their opinion
services. regarding the app based taxi service. Pandya et al.
(2017)(4) conducted a “Study on impact of use of mobile
Traditionally, unless you have pre-booked, customers app of OLA cabs and taxi for sure on yellow and black
have to hail taxis on the street which can become an cabs”. The research is to understand the strategic
inconvenience in bad weather. Customers can order their overview of the taxi market drivers and restraints to
cab with a few clicks within seconds from the comfort of understand the competitive factors affecting the
a sheltered space without having to squint for an available competition in the taxi market of India and to analyze the
taxi light. technology shifts affecting the taxi market in India. Mai
and Dai (2016)(3) conducted study on “The factors
1.1 Objectives of the Study affecting consumer stratifications and consumer loyalty a
study of local taxi companies in Hochiminh city
The main objective is to study the attitude of consumers Vietnam”. This research paid high attention on customer
towards app based cab services in Coimbatore city. The loyalty and customer stratification.
supportive objectives are
1. To study consumer preference towards App based cab 3. RESEARCH METHODOLOGY
services
2. To examine the level of satisfaction of consumer on Coimbatore city has been chosen purposively as the
App based cab services and locale for this study. Individuals who are using app based
cap services were purposively selected for the study by

adopting convenient sampling technique. The primary class people where people at low income also can adopt
data have been collected from 120 respondents through a the luxurious service from the app based cab service
well structured interview schedule. The calculations were system.
performed with the help of SPSS.
4.2 Preferred App Based Cab Services Providers
4. RESULTS, ANALYSIS AND DISCUSSION
There are several companies offering App Based Taxi
4.1 Socio –Economic Profile of Respondents services to their customers. Table 2 represents the most
preferred cab service by the respondents.
Socio-economic aspects such as age, gender, literacy
level, occupation and income provide a base for studying Table 2: Preferred App Based Cab Services Providers
the impact of app based cab services. Service providers Frequency Percentage
Table 1: Socio- Economic Profile of Respondents Ola 59 49.2
Variables Frequency Percentage Uber 27 22.5
Male 35 29.2 Red taxi 10 8.3
Gender Taxitaxi 12 10.0
Female 85 70.8
Below 20 years 9 7.5 Fast track taxi app 10 8.3
Age
21-30 years 64 53.3 Taxi for sure 2 1.7
31-40 years 31 25.8 Total 120 100
Above 40 years 16 13.3 Source: Primary Data
Upto school
26 21.7
level
The cab service which are highly preferred by the
Educational Undergraduate 38 31.7
qualification
respondents are Ola being 49.2 percent,(22.5) percent is
Postgraduate 47 39.2
Professional Uber, 10.0 percent is taxitaxi, 8.3 percent red taxi and fast
9 7.5 track and also 1.7 percent is taxi for sure. The mostly
Degree
Self employed 32 26.7 prefer cab service by the people is Ola due to their quality
Student 30 25.0 service and convenient and also they provide service at
Occupation low rate and pay back offers which attract most of the
Employed 31 25.8
House wife 19 15.8 people to prefer Ola.
Below
30 25.0
Rs.200000
Rs.200001- 2%
64 53.3 Ola
Annual 400000
income Rs.400001- 8% Uber
6 5.0
600000 10%
Above Red taxi
20 16.7 49%
Rs.600000 8%
Taxitaxi
Source: Primary Data
23% Fastrack taxi app
Majority of the respondents were from female category. It
Taxi for sure
reveals that app based services offer more secure means
to travel with GPS facilities, hence majority of the women
are preferred to travel in app based taxi. It is understood
Figure 1: Preferred App Based Cab Services
from the age of the respondents that, majority of the
Providers
respondents who are using app based cab services are
from the age group of 21-30 years because they are
4.3 Purpose of using App Based Cab Services
familiar with the technology and they can easily adopt the
app. The maximum number of respondents (39.2 percent)
The Respondents preference towards app based cab
belongs to the Postgraduate level of education, it is
services are presented in the Table 3.
cleared that higher education qualification enhance them
to adopt new technologies because of the high level of
Table 3: Purpose of using App Based Cab Services
awareness and they prefer to operate on it.
Purpose Frequency Percentage
It reveals that almost all the categories of occupation Daily committed work 23 19.2
equally preferred App Based Cab Services. Maximum Occasional for shopping 39 32.5
numbers of respondents are from self-employed category, Airport, Railway station 33 27.5
it reveals that to satisfy their daily committed work most and Bus stop
of the respondents prefer to use App Based Cab Services. To visit tourist places 25 20.8
the people who mostly prefer app based cab service are and temples
from the category of Rs.2-4 lakhs because they provide Total 120 100
service at low rate which is very convenient to the middle Source: Primary Data

CONSUMER ATTITUDE TOWARDS APP BASED CAB SERVICES
IN COIMBATORE CITY
Maximum numbers of the respondents are used to prefer 4.6 Factors influencing in selection of App Based Cab
online cab for shopping (32.5 percent). People prefer app Services
based cab service which is more comfortable for shopping
because there is a waiting time and they waits till the There are several factors influencing the respondents
customer arrives in pleasant way which is affordable for while using App Based Cab Services. In this, 11 factors
them to offer cab for shopping. were identified. The respondent were asked to Rank their
preference. The highly influencing factor will be ranked
4.4 Occasion of using App Based Cab Service as 1,2…..11 and followed by low influencing factor.
The respondents prefer to travel app based cab services Table 6: Factors influencing in selection of App Based
for occasion are presented Cab Services
Factors Mean Rank
Table 4: Occasion of using App Based Cab Service Able cost 8.21 II
Occasion Frequency Percentage To save time 8.74 I
Daily 20 16.7 Known fare 7.77 III
Weekends 19 15.8 Lack of transport 7.38 IV
While the cab required 59 49.2 Available at doorsteps 7.5 VIII
During the festival 6 5.0 Easy to book 7.16 VII
time Ease of travel 6.95 X
Emergency situations 16 13.3 No negotiations 6.86 XI
Total 120 100 Cashless facility 6.96 IX
Source: Primary Data Safety feature(like trackers) 7.24 V
Available at any time 7.21 VI
The respondents often use app based cab services when Source: Computed data
they are in need of their requirements (49.2 percent) while
the cab required, 16.7 percent for daily usage, 15.8 It is understood from table 6 save time has been given
percent for weekends, 13.3 percent for emergency first rank because we can book taxi in our finger tips so
situation and 5.0 percent during festival time. there is no need of search taxi at road. Hence, it has been
given as first ranking with the mean score of 8.74.the
It is mostly required to travel with family members and second rank as be given to able cost with the mean score
also with friends to travel. values of 8.21.when compared to traditional taxi system
App Based Cab Services offering services at low cost so
4.5 Problem faced by the respondents while using App the respondent has given second rank for able cost, know
Based Cab Services fare as been ranked third with mean value of 7.77,because
while booking the taxi itself the respondents may come to
The problems faced while using app based cab Services known about their cost of travel. The factors Cashless
by the respondents are presented in the table 5. facility, Ease of travel and No Negotiations were ranked
9, 10 and 11 respectively. It is concluded that the
Table 5: Problem faced by the respondents while using respondents are cautions about the time and fare.
App Based Cab Services
Problems Frequency Percentage 4.7 Analysis of Variance on socio-economic factors
Non-availability of cab 54 45.0 and preferred App Based Cab Service providers
while booking cab service
Unethical extra chargers 10 8.3 Analysis of variance is used to identify the association
Network problem 36 30.0 between two variable. In this study ANOVA text has been
Misbehavior of drivers 8 6.7 applied to test the association between social-economic
Others 16 10.0 factors and preferred App Based Cab Services provided.
Total 120 100 The formulated hypothesis is
H01: social-economic factor does not influence the
The problem faced where the cabs are not available at a preferred App Based Cab Services provided.
particular time when it is needed by the customer due to
the lack of cab availability in the cab sector at a Table 7: Analysis of Variance on socio-economic
concerned area, where most of the people in the local area factors and preferred App Based Cab Service
and interior area do not prefer the cab in that areas the providers
availability of cab is less in such cases some people who Factor F value P value Result
prefer cab services in that area also affected by the non Age 0.526 0.756 Not significant
availability of cabs. Gender 1.098 0.365 Not significant
Education 0.761 0.580 Not significant
qualifications
Occupation 1.036 0.400 Not significant

Annual Income 1.152 0.337 Not significant
Source: Computed Data
Analysis of variance on social economical factor and

prefer App Based Cab Service provided. The result of
analysis of variance test reveals that all the social-
economic factors namely Age, Gender, Education
Qualification, Occupation, and Annual Income did not
influence the preferred App Based Cab Services provided.
So, it is concluded that the Null hypothesis has been
accepted at 5% significant. Thus, the social economic
factor does not influence the preferred App Based Cab
Services provided.
5. CONCLUSION
The app based taxies are increasing rapidly and it

provides a large number of benefits to the user in terms of
economy, comfort, safety and convenience. The App
Based Services is increasing and it is affect by various
factors. The Ola cab services are mostly attracted by the
customer due to several features like low fare cost,
coupons, etc, Hence, other taxi service providers should
concentrate on improvising the features. The safety and
security features were considered to be an important
variable in the selection of taxi services. The Study
concludes that, due to a large number of benefits provided
to the travelers, app based taxies are being very popular
day by day, not only in the metro cities of India but also
in the other urban areas. A consistency is quality will
make them able to survive in future.
6. REFERENCES
1. Arsyawati ST, and Pradana M. (2017). “Service Quality

Factors that determine consumer satisfaction Uber according
to user’s perception”. International Journal of Specific
Engineering and Applied Science, Vol.3(1), pp.29-36.
2. Khupse MH. (2017). “A study of passenger’s motives for
using mobile app based cabs”, Kaav, International Journal
of Economics, Commerce and Business Management,
Vol.4(3), pp. 474-480.
3. Mai NK, and Dai NQ. (2016). “the factor affecting customer
satisfaction and customer loyalty”, International Journal of
Innovation Management and Technology, Vol.7(5), pp.228-
233.
4. Pandya U, Rungta R, and Iyer G. (2017). “Impact of use of
mobile app of OLA cabs and TAXI for sure on Yellow and
Black cabs”, Pacific Business Review International,
Vol.9(9), pp.91-105.

Research Paper M. Prema et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 51-53 (2019)
AN EMPIRICAL STUDY ON FACTORS INFLUENCING WORK LIFE BALANCE OF

PRIVATE SCHOOLS’ WOMEN TEACHERS WORKING IN ERODE CITY
M. Prema1, Dr. S. Suresh2*

Department of Commerce, Annamalai University, Annamalainagar, Tamil Nadu, India.
Abstract
In India Schools are the social institutions those have been under intense criticism. Teachers are
expected to fill multi facets roles in their daily tasks. In the process of balancing these tasks, their
productivity at the work place may be affected. Moreover, recent trends in education system have
enforced comprehensive continuous evaluation of pupils that has led to perceived work load increase
among school teachers. To combat this issue successfully, the most important factor is to investigate the
relationship between productivity of school teachers and their work-life balance. The present study is
undertaken to evolve the factors influencing the Work Life Balance of Women Teachers working in
Private Schools in Erode City. This study consists of a sample size of 100 Private School teachers. The
tools for the analysis include Descriptive analysis, weighted average analysis and Chi-square test. We
propose that Work Life Balance is nowadays, no doubt a major concern to be discussed as a serious
matter and has to be manage.
Keywords: Women Teachers, Working Women, Erode City, Private Schools, Work Life Balance.
1. INTRODUCTION responsible for the efficient running of the routine affairs

of the family irrespective of her work profile and official
Nowadays, women are equally sharing the familial tasks that is why overseeing the work and family
responsibilities in terms of familial commitments and responsibilities can be very complicated for female. Work
earning responsibility for the betterment of their family. life balance is the degree to which an individual is
Women are getting in to jobs and continue to work even involved in and satisfied equally with their job and
after marriage. A married woman has more responsibility personal roles. Work life balance for individuals belongs
than man in taking care of young children and family. to educational institutions are of great importance as it
create knowledge for all sectors of society. Effective
Education sector revamp has introduced new concepts. balance in job and personal life makes a person more
Comprehensive Continuous Assessments (CCA) pattern content and happier. It has been revealed in various
of evaluating and monitoring the progress of students is studies that a higher desire to achieve more lead people to
being followed to reduce the stress of student with respect make extreme efforts that increase their working timing
to their exams. Undoubtedly this system of education has and they lost their work life balance. It ultimately reduces
fortified dramatic progress in the field of all-round level of satisfaction among professional and increased the
development of student community, but has overstretched level of stress experienced by them. It is evident that
teachers with perceived increase in their work load of integrating and maintain work life balance into our lives
curriculum and time management, in and out of work is the current need of the hour.
place.
1.1 Work Life Balance
Wesley and Muthuswamy (2005)(4) conducted a study
Work life balance is just about individuals having a hold with 230 teachers in an engineering college in
over when, where and how they perform their work. The Coimbatore, India, found that work to family conflict was
position of working female has been transformed through more prevalent than family to work conflict, thus
the world due to change in financial position and social indicating that permeability of work into family was more
pressure. The consequence of this result in which working than permeability of family into work.
female have a huge pressure to build up a career. The
growing work pressure is compelling the working female According to Meenakshi and Ravichandran (2012) (1) have
going away with less time for them. Work life balance is conducted a study to find the factors affecting work life
observe more as female issue due to the conventional balance and to analyze the effects of poor work life
state of mind, where the woman is consider mainly held balance among Female teachers. Their study found that

many of the respondents were able balance their work and • The sample size is restricted to 100 women employees
personal life even though they face high stress at work due to time constraints.
place. Negative attitude of peers and colleagues at work • The study was conducted only in Erode City. This
place was found to hinder the work life balance. may not give a generalized conclusion.
Senthilkumar et al (2012)(2) have conducted a study to 4. RESULTS, ANALYSIS AND DISCUSSIONS

find the relationship between the demographic factors
(age and gender of the teachers) and the level of stress in The table 1 consists of demographic variables of the
balancing work and personal life of school teachers in select respondents.
Namakkal district, Tamilnadu. The analysis of the study
revealed that the respondents of old age category and Table 1: Demographic Profile of the Respondents
female category perceived maximum level of stress in No. of
balancing work and family life. Most of the respondents Factors % Total
Respondents
were not satisfied with their work life balance due to 25 Years 29 29
heavy work load at work place. 26-40 Years 48 48
Age 100
Above40
23 23
Vijaya Lakshmi and Navneetha (2013) have conducted
(3)
Years
a study to find the issues and problems of women faculty Marital Married 69 69
100
working in educational institutions. Their study found that Status Unmarried 31 31
women faculty members underwent severe stress in the Yes 42 42
process of attaining work life balance. Continued work No 27 27
Children Not 100
pressure resulted in poor performance. The result revealed 31 31
that many female teachers have neglected their health in Applicable
the process of improving the life of their family members Family Joint 48 48
100
and their students. Type Nuclear 52 52
1-5 Years 20 20
Experience 6-9 Years 48 48 100
3. RESEARCH METHODOLOGY
10 & above 32 32
3.1 Objectives of the Study Source : Primary Data
The study was undertaken with the following objectives: The table 2 comprises of the impact of work life balance
1. To identify factors influencing the work life balance. of private schools’ women teachers.
2. To analyze the impact of work life balance.
3. To provide suitable suggestions and recommendations Table 2: Impact of Work Life balance
to enhance the women employees work life balance. Impact Mean
3.2 Sampling Self Health 12.45

Family and Friends 9.84
The present study is confined to women teachers of Relationship with Colleagues and 9.65
Private Schools in Erode City. The sample size used in Management
this research is 100. The respondents were selected from Work Environment 10.2
10 schools. To carry out the study in a more accurate and Source : Primary Data
easier way, Convenience sampling method was adopted.
Table 2 reveals that with regard to impact of work life
3.3 Collection of Data balance on self health, the highest mean score was for ‘I
get adequate sleep’. With regard to family and friends, the
This study being based on survey method, primary data highest mean score was for ‘I get adequate time to spend
on the varied dimensions of work life balance were with family and friends’. With regard to relationship with
collected through a suitably framed questionnaire. colleagues and management the least score was for ‘I am
Besides the responses received on the questionnaire, able to express myself effectively’ and finally with regard
informal discussions were held with them to get insight in to work environment, the highest mean score was for ‘I
to various matters connected with work life balance. am able to achieve my targets’.
3.4 Tools for Analysis 4.1 Testing of Hypothesis

➢ Descriptive analysis
➢ Weighted average analysis and Chi-square test is carried out to find the relationship
➢ Chi-square test between the socio-economic profile and the factors
influencing the work life balance. The null hypothesis
3.5 Limitations of the study states there is no significant relationship between socio-
• The study is being confined only to women economic profile of the respondents and the factors
employees. influencing the work life balance. Table 3 explains the

AN EMPIRICAL STUDY ON FACTORS INFLUENCING WORK LIFE BALANCE OF PRIVATE
SCHOOLS’ WOMEN TEACHERS WORKING IN ERODE CITY
relationship between dependent and independent 4.2 Suggestions

variables.
• Support from family members is an important factor
Table 3: Chi-square Analysis which contributes to the work life balance. Presence
Degrees of elders in the family makes the women employees
Table Calculated Results of
Factors of comfortable at the work place.
Value Value Hypothesis
Freedom • The institution can conduct various workshops,
Age and 6 12.592 4.63 Accepted
programmes to enhance knowledge of the faculty
Factors of
Work Life members which in turn will make them to feel
Balance supportive and will enable them to be more
Education 12 21.026 5.78 Accepted productive.
and Factors • Formal communication between the school
of Work authorities and teachers should be ascertained to
Life figure out work life balance to enhance the teaching
Balance efficiency.
Marital 12 21.026 1.76 Accepted
Status and
5. CONCLUSION
Factors of
Work Life
Balance Work and family life have been an integral part of a
Experience 18 28.869 8 Accepted woman’s life. These two together forms an integrated
and Factors whole and therefore attracts a lot of attraction. Based on
of Work the researcher objectives the study conclude the good
Life correlation between women employees work life balance
Balance is well correlated in terms of family environment,
Monthly 18 28.869 30.736 Rejected personal factors, experience, number of dependents, child
Income and care, procedure and policies. The overall study has
Factors of
analysed experience, salary, family, dependents, superior
Work Life
Balance
supporting, procedure and policies and other working and
Source : Primary Data family environmental factors are more supporting for
women employees.
From the table 3, it is concluded that there is significant
relationship between Age, Education, Marital Status and 6. REFERENCES
Experience and factors of work Life Balance. There is no
significant relationship between Monthly income and 1. Meenakshi SP, and Ravichandran K. (2012). "A study on
Work Life balance among Women Teachers working in Self
factors of Work Life Balance with 5% level of Financing Engineering Institutions", International Journal
significance. of Research in Commerce, Economics & Management,
Vol.2(3), pp.51-55.
The table 4 consists of motivational factors of the select 2. Senthilkumar KG, Chandrakumarmangalam S, and
respondents to choose the teaching profession. Manivannan L. (2012), "An Empirical Study on Teaching
Professionals' Work Life Balance in Higher Learning
Table 4: Factors Motivate the Respondents to Choose Institutions with special reference to Namakkal District,
the Teaching Profession Tamilnadu", Bonfring International Journal of Industrial
Factors Total Weighted Rank Engineering and Management Science, Vol.2(3), pp.38-41.
Score Score 3. Vijayalakshmi B, and Navneetha T. (2013). "Work Life
Personal Satisfaction 324 21.60 I Balance of Women Faculty working in Educational
Institutions: issues and Problems", International Journal of
Financial 301 20.06 III Research in Commerce, Economics and Management,
Independence Vol.3(4), pp.73-75.
Support from Family 188 12.53 V 4. Wesley JR, and Muthuswamy PR. (2005). “Work-family
Constructive 319 21.26 II conflict in India- An empirical study”, SCMS Journal of
Utilization of Time Indian Management, pp:95-102.
Charm of the 279 18.60 IV
Profession
Source : Primary Data
It is evident from table 4, Personal Satisfaction places

first rank with a score of 324 followed by Constructive
utilization of time and Financial independence with the
score of 319 and 301 respectively. Charm of the
profession and support from the family are place fourth
and fifth rank with the score of 279 and 188, respectively.

Research Paper Reshma Ravindran et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 54-58 (2019)
SUSTAINABILITY THROUGH GREEN PRACTICES: WILLINGNESS TO ADAPT

PLASTIC BAN INITIATIVE AMONG CONSUMERS IN COIMBATORE CITY
Reshma Ravindran1, Dr. M.A. Vijaya2*

1
Research Scholar, 2Assistant Professor
Department of Business Administration,
Avinashilingam Institute for Home Science and Higher Education For Women,
Coimbatore, TN, India.
Abstract
Sustainability practices ensure protecting the environment without destroying the natural resources and
support the current and future generations. This is possible only with the cooperation of corporate and
public. In this paper, the researcher discussed about the plastic ban initiative with reference to
Coimbatore city and also the response among the consumers towards the implementation of this
initiative by the government of Tamilnadu. The method used for survey is convenient sampling method.
The respondents were chosen from Coimbatore. The result shows that people are supportive for bio
degradable bags where marketers must introduce more cost effective eco bags.
Keywords: Sustainability, Green Practices, Plastic Ban, Coimbatore study.
1. INTRODUCTION Plastic” motivates the people to be environmentally

responsible.
Thinking green and developing green innovative
technologies helps in protecting the planet by contributing 1.2 Objectives of The Study
more towards the maintenance of natural resources as an
individual or whole community. Adopting sustainable The objectives of the study are:
practices involve waste reduction, conservation of natural
resources, reduce pollution, healthy lifestyle and preserve • To analyse the impact of environmental concern on
earth’s ecological balance. None of us can compromise in willingness to adapt plastic ban initiative.
destroying our mother nature. One of the major problem • To analyse the relationship between demographic
which incessantly moving around was usage of plastic. factors and environmental concern.
Even though people know about the consequences of • To analyse the relationship between demographic
using plastic, they were keep on using it until the plastic factors and willingness to adapt plastic ban initiative.
ban introduced. It is a matter of attitude and habit to carry
bag for shopping, which was followed habitually by our 2. LITERATURE REVIEW
pre plastic generation.
Morelli (2011)(7) conducted a study which aimed at
1.1 Effectiveness Of Plastic Ban discussing the idea of sustainability and its importance.
The main purpose was to help the environmental
Banning of plastic bag along with other plastic oriented professionals by clearly pointing out the effectiveness of
materials such as straw, plastic cups, plastic food parcel ecological sustainability and also discussed about the
containers etc, helps in minimising plastic pollution in the major factors related to conservation of biodiversity and
entire city. Usage of plastic ends up with health related waste recycling. Cynthia (2012)(2) conducted a study
issues such as causing severe viral disease and spoiling about the influence of demographic factors on
the entire community. Plastic ban programme create environmental concern, issues and aimed at exploring the
ecological consciousness in each and every individual’s non formal and formal learning on environmental
mind. This would help everyone to take their own eco behavior. The researcher used secondary analysis to
friendly bags for shopping as well as other purposes. The collect data from Minnesota environmental literacy
other alternative solution to plastic bag is biodegradable survey and also found that teenagers were more towards
bags which decompose without leaving any dangerous environmental commitment and suggest that more focus
residue and enhance essential nutrients required for soil. should be given towards learning environmental aspects.
The material used to manufacture the bio bags such as Legesse and Diriba (2011)(6) explored that plastic bag
Banana fibres, Jute, Cotton are the common materials usage and its impact on environment, collecting data from
does not damage the environment. Thus, “Say no to 230 respondents and found that there was increase usage

SUSTAINABILITY THROUGH GREEN PRACTICES: WILLINGNESS TO ADAPT PLASTIC
BAN INITIATIVE AMONG CONSUMERS IN COIMBATORE CITY
of plastic bag among the consumers results in followed by 18.8 % are post graduates and diploma
environmental damage and suggests that public should be holders, 17.5 % are graduates and 12.5% have completed
given proper education and the importance of using bio vocational courses. Family income composition shows
bags. Nurul et al (2016)(8) examined the buying trends that 32.5 % of respondents earn below Rs.10,000, 18.75%
and behaviours on plastic bag ban campaign. It was found earn Rs. 10,000-20,000 and 30,000-40,000, 17.5% earn
that consumers support the plastic ban campaign and their Rs.20,000-30,000 followed by 12.5% of respondents earn
opinion towards sustainability of environment was high. Rs. 40000/-, respectively.
The study suggests that stake holders should encourage
the people to utilise cloth bags instead of plastic bags and Table 1: Demographic Profile
implement necessary initiatives. Hohmann et al (2016 (3)) Demographic factors Frequency Percent
explored a study to determine the people’s attitude Gender Male 33 41.25
regarding the reduction in plastic bag usage. The study
Female 47 58.75
focused on environmental concern and the waste
Total 80 100.0
reduction and found that people support the plastic ban.
The study suggests that more alternatives should be Age (Years) 18-22 16 20.0
introduced by the marketers. Based on the previous 23-27 14 17.5
studies the following hypotheses referring to the
28-32 14 17.5
willingness to adapt plastic ban initiative were proposed.
33-37 18 22.5
Environmental above 38 18 22.5

Total 80 100.0
Concern
Education Below 26 32.5
Willingness to Secondary
Adapt Plastic Education
Ban Diploma 15 18.8
Demographic
Graduate 14 17.5
factors
post graduate 15 18.8
Figure 1: Conceptual framework 10 12.5
Others
Hypothesis 1: There is no significant relationship between Total 80 100.0
demographic factors and environmental concern Family Size 9 11.25
2
Hypothesis 2: There is no significant relationship
between demographic factors and willingness to adapt 3 15 18.75
plastic ban. 13 16.25
4
Hypothesis 3: There is no significant impact of
environmental concern on willingness to adapt plastic 5 15 18.75
ban. 28 35
above 5
3. RESEARCH METHODOLOGY Total 80 100.0
Family Income Below 10000 26 32.5
The study follows descriptive research method with (Rs)
primary data. The data were collected using structured 10,000-20,000 15 18.75
questionnaire among 80 respondents from Gandhipuram 20,000- 14 17.5
and Ganapathy area of Coimbatore city. The convenient 30,0000
sampling method is used for collecting information. 15 18.75
30,000-40,000
Regression analysis and chi square analysis are the tools
used for hypothesis testing. above 40,000 10 12.5
Total 80 100.0
4. RESULT, ANALYSIS AND DISCUSSION
4.1 Demographic Profile As far as family size is concerned 35% of respondents

belong to above 5 members. 18.75 % of respondents
It is found from table 1 that 33% and 47% of respondents belong to family size 3 and 5 members followed by
were males and females respectively. Twenty percent 16.25% belong to family size 4 members and 11.25%
respondents belong to age group 18-22 years followed by belong to family size 2 members, respectively.
22.5% are between 33-37 years, 17.5% are between 23-27
years and 27-32 years and 22.5% of respondents are 4.2 Demographic Factor and Environmental Concern
between 33-37 years. Educational profile represents that Research review evidences strong relationship between
38. 32.5 % are below secondary school education, demographic factors and environmental concern and
hypothesis are framed to find the relationship depicted in
table 2.
Table 2: Chi square Analysis: Demographic factors and Environmental concern
Demographic Factors Environmental Concern Total Chi-square Sig at 5%
Level Of Concern level
Low High
Gender Male 23(69.6%) 10(30.4%) 33
Female 18(38.3%) 29(61.7%) 47 .098 .755
Total 41(51.3%) 39(48.7%) 80
Age (In Years) 18-22 12(75%) 4(25%) 16
23-27 9(64.28%) 5(35.72%) 14
28-32 8(57.14%) 6(42.86%) 14
33-37 7(38.9%) 11(61.11%) 18 63.590 .000
Above 38 5(27.78%) 13(72.22%) 18
Total 41(51.3%) 39(48.7%) 80
Educational Below 10th 21(80.76%) 5(19.24%) 26
Qualification Diploma 6(40%) 9(60%) 15
Graduate 6(42.85%) 8(57.15%) 14
Post graduate 5(33.33%) 10(66.67%) 15 44.991 .000
Others 3(30%) 7(70%) 10
Total 41(51.3%) 39(48.7%) 80
Monthly Below 10,000 16(61.5%) 10(38.5%) 26
Income(Rs) 10,000-20,000 9(69.23%) 4(30.77%) 13
20,000-30,000 6(60%) 4(40%) 10 49.915 .000
30,000-40,000 6(40%) 9(60%) 15
Above 40,000 4(25%) 12(75%) 16
Total 41(51.3%) 39(48.7%) 80
Family size 2 3(33.33%) 6(66.67%) 9
3 7(46.66%) 8(53.34%) 15
4 6(46.2%) 7(53.8%) 13 48.246 .000
5 6(40%) 9(60%) 15
Above 5 19(67.8%) 9(32.2%) 28
Total 41(51.3%) 39(48.7%) 80
Hypothesis 1: There is no significant relationship between p value less than 0.05. Hence the hypothesis Ho1.2,
Demographic factors and Environmental concern. Ho1.3, Ho1.4, and Ho1.5 is rejected. Thus, it can be
Ho1.1: There is no significant relationship between concluded that age, occupation, education, family size
gender and Environmental concern and family monthly income has got significant
Ho1.2: There is no significant relationship between age association with level of environmental concern.
and Environmental concern
Ho1.3: There is no significant relationship between 4.3 Demographic Factors and Willingness to Adapt to
education and Environmental concern Plastic Ban.
Ho1.4: There is no significant relationship between
income and Environmental concern Hypothesis 2: There is no significant relationship between
Ho1.5: There is no significant relationship between Demographic factors and willingness to adapt plastic ban.
family size and Environmental concern Ho2.1: There is no significant relationship between
gender and willingness to adapt plastic ban.
Table 2 clearly depicts the level of environmental concern Ho2.2: There is no significant relationship between age
across gender. The chi-square value is 0.098 with p value and willingness to adapt plastic ban.
0.755. It shows insignificant relation between the gender Ho2.3: There is no significant relationship between
and level of environmental concern. Thus Ho1.1 is education and willingness to adapt plastic ban.
accepted. Majority of the respondents below age group Ho2.4: There is no significant relationship between
33, are found to be with less environmental concern and income and willingness to adapt plastic ban.
above 33 are with high environmental concern. As far as Ho2.5: There is no significant relationship between
education is concerned, the respondents belonging to family size and willingness to adapt plastic ban.
secondary school level have lesser environmental
concern. The respondents with low income and family The table -3 depicts the level of willingness to adapt
size above 5 members are with less environmental plastic ban initiative across gender. The chi-square value
concern. is 1.579 with p value .209.Thus found to be insignificant
relation between the gender and level of environmental
The chi square analysis between demographic factors concern. Therefore, the Ho2.1 is accepted. With respect to
namely age, occupation, education, family size and family age, majority of the respondents above age group 33
monthly income and level of environmental concern have possess higher willingness to adapt plastic ban initiative.

SUSTAINABILITY THROUGH GREEN PRACTICES: WILLINGNESS TO ADAPT PLASTIC
BAN INITIATIVE AMONG CONSUMERS IN COIMBATORE CITY
As far as education is concerned, the respondents The chi square analysis between demographic factors
belonging to school level are found to be with lesser namely age, occupation, education, family size and family
willingness to adapt plastic ban initiative. The monthly income and willingness to adapt plastic ban
respondents with low income and with family size above initiative evidences the p value to be less than 0.05 and
5 members are found to be with lesser willingness to the hypothesis Ho2.2, Ho2.3, Ho2.4, Ho2.5 are rejected
adapt plastic ban initiative. and thus it can be concluded that age, occupation,
education, family size and family monthly income has
significant association with willingness to adapt plastic
ban initiative.
Table 3: Chi square Analysis: Demographic factors and Willingness to accept Plastic ban
Demographic Factors Willingness to adapt Plastic ban Total Chi-square Sig at 5%
Level Of Willingness level
Low High
Gender Male 23 (69.6%) 10 (30.4%) 33
Female 18 (38.3%) 29 (61.7%) 47 1.579 .209
Total 41 (51.3%) 39 (48.7%) 80
Age(In Years) 18-22 12 (75%) 4 (25%) 16
23-27 8 (57.14%) 6 (42.86%) 14
28-32 9 (64.28%) 5 (35.72%) 14
33-37 8 (44.44%) 10(55.55%) 18 53.466 .000
Above 38 4 (22.22%) 14(77.78%) 18
Total 41(51.3%) 39(48.7%) 80
Education Qualification Below 10th 20 (76.92%) 6(23.08%) 26
Diploma 5 (33.33%) 10(66.67%) 15
Graduate 5 (35.72%) 9(64.29%) 14
Post graduate 7 (46.7%) 8(53.3%) 15 38.117 .000
Others 4 (40%) 6(60%) 10
Total 41 (51.3%) 39(48.7%) 80
Monthly Income (Rs.) Below 10,000 18(69.23%) 8(30.77%) 26
10,000-20,000 8(61.5%) 5(38.5%) 13
20,000-30,000 6(60%) 4(40%) 10 44.485 .000
30,000-40,000 5(33.33%) 10(66.67%) 15
Above 40,000 4(25%) 12(75%) 16
Total 41(51.3%) 39(48.7%) 80
Family Size 2 4(44.4%) 5(55.6%) 9
3 6(40%) 9(60%) 15
4 5(38.46%) 8(61.54%) 13 37.597 .000
5 8(53.33%) 7(46.67%) 15
Above 5 18(64.3%) 10(35.7%) 28
Total 41(51.3%) 39(48.7%) 80
4.4 Environmental Concern and Willingness to Accept significant relationship between environmental concern
Plastic ban initiative and willingness to adapt plastic ban.
Hypothesis 3: There is no significant relationship between Table 4: Regression analysis: Environmental concern
environmental concern and willingness to adapt plastic and willingness to adapt plastic ban
ban. Model Unstandardized Standardize T Sig.
Coefficients d
Coefficients
It can be interpreted from the table 3 that 41.8% of B Std.
variance of dependent variable willingness to adapt Erro
plastic ban is revealed by environmental concern. Based r
on the opinion of respondents environmental concern 4.47 1.85 2.41 .01
1 (Constant)
8 1 9 8
contributes to 64.6% of variance in dependent variable Environment .737 .098 .646 7.48 .00
willingness to adapt plastic ban. al Concern 3 0
R R square Adjusted R F value Sig at 5%
The result of regression analysis is tested using ANOVA square level
and f value (55.955) was found to be significant. Further, .646a .418 .410 55.995 .000
it can be seen that adjusted R² is .418 which means that
any time another independent variable is added to this 4.5 Discussion
model, the R² would change only. Hence, null hypothesis
H3 is rejected and could be concluded that there is Majority of the respondents were females, age group
between 33-37 years and above 38 years. Majority of the

respondents are with below secondary school education. examine how far the implementation is properly followed
Majority of the respondents are earning monthly income among the public and the various factors associated with
between Rs.10000-20000 family size 2. It is clearly the ban.
analysed from the study that willingness to adapt plastic
ban initiative and environmental concern differs based on 6. REFERENCES
the age, gender, education, income, and family size.
Research review evidences on the effect of demographic 1. Collins MA, and Devaraj B. (2017). "Predicting Consumers’
variables upon environmental concern suggests that the Purchasing Intentions of a Product; A Critical Analysis of
consumer’s opinion differ based on categories such as Willingness-To-Pay as the Antecedent", International
gender, age, education, etc. (9) Journal of Research in Economics and Social Sciences,
Vol.7(2), pp.71-84.
2. Cynthia LBD. (2013). “The Influences of Socio-
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is clearly analysed from the study that demographic Learning Participation on Adult Environmental Behaviors”,
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a positive relationship with environmental concern and Education, Vol.3(1), pp.37-55.
gender does not have significant relationship with 3. Hohmann R, Chutawat W, Phichittra S, Supichaya S, and
environmental concern. This context is logical in the Vorapot R. (2016). " An exploration of the factors
sense both gender are supportive towards environmental concerned with reducing the use of plastic carrier bags in
concern and does not differ in their opinion. Bangkok, Thailand", ABAC ODI Journal Vision, Vol.3(2),
pp.162-181.
4. Joseph N, Kumar A, Mallikarjuna S, Kumar GS, and
Demographic factors and Willingness to adapt Plastic Raghavendra BPY. (2016). “Usage of Plastic Bags and
ban - The study clearly reveals that there is significant Health Hazards: A Study to Assess Awareness Level
relation between willingness to adapt plastic ban and and Perception about Legislation Among a Small
demographic factors such as age, education, income, Population of Mangalore City”, Journal of clinical and
family size and there is insignificance between gender diagnostic Research, Vol.10(4).
and willingness to adapt plastic ban. This is due to the 5. Kothari CR. (2019). “Research Methodology Methods and
fact that people who are graduates with high income are Techniques”, Fourth Edition, New Age International
more aware about the hazardous effects of using plastic. Publishers.
6. Legesse A, and Diriba M. (2011). “Survey on the usage of
The previous study on plastic ban initiative also suggests plastic bags, their disposal and adverse impacts on
that professionals, high income group people and age environment: A case study in Jimma City, Southwestern
above 40 years support the plastic ban. (4) Ethiopia”, Journal of Toxicology and Environmental Health
Sciences, Vol.3(8), pp. 234-248.
Environmental Concern and Willingness to adapt 7. Morelli J. (2011). "Environmental Sustainability: A
Plastic ban - It is analysed from the study that there is Definition for Environmental Professionals", Journal of
significant relationship between environmental concern Environmental Sustainability, Vol.1(1).
and willingness to adapt plastic ban. This is due to the 8. Nurul ZN, Nusaibah M, Siti NY, and Ahmad A. (2016).
fact that people are more environmental conscious and “Consumers Buying Trend on No Plastic Bags Campaign at
Shopping Mall In Malacca City, Malaysia”, International
they know about the harmful effects of consuming plastic. Journal of Business and Management Invention, Vol. 5(11),
This is reported by Collins and Devaraj (2017)(1) that pp.155-158.
there is positive relationship between the environmental 9. Sahab AAW, and Jamil A. (2010). "The Effects of
concern and plastic ban initiatives. Demographic Factors on the Environmental Awareness
of Omani Citizens", Human and ecological risk
5. CONCLUSION assessment: An International Journal, Vol.16(2),
pp.380-401.
The systematic and successful implementation of ban on
usage of plastic encourages people to adapt and develop a
plastic free clean city. The plastic ban initiative not only
helps to create consciousness among the public but also
promote healthy environment. Government and other
stake holders should bring more cost effective alternative
solutions instead of plastic bag as the willingness is
encouraging from public besides customers feeling eco-
friendly bags are very costly. It may not be possible for
below income level people to buy the bio bag at every
purchase. Individuals will accept and adapt in the long
run since repeated usage of same cloth bag for various
purposes will be really cost effective. Even though the
consumers feel ban is an effective implementation to
avoid plastic, still they feel difficulty at certain situations
like disposing waste. There should be an efficient solution
to avoid this problem. Further study can be conducted to

Research Paper T. Ravikumar et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 59-62 (2019)
ROLE OF KNOWLEDGE MANAGEMENT STRATEGIES ON EMPLOYEES

PERFORMANCE IN SELECTED INFORMATION TECHNOLOGY COMPANIES IN
BANGALORE
T. Ravikumar1, M. Sriram2*
Associate Professor1, Associate Professor2
Dept. of Management Studies, Christ University, Hosur Road, Bengaluru, India.
Abstract
In ancient days, knowledge was passed verbally from one person to another. The industrial revolution
changed the scenario and the emergence of factories and industries paved the need for systematic
knowledge and it became more and more specialized as the time passed. Since then, there has been an
exponential growth in scientific and practical knowledge. In the twenty first century, this process has
taken rapid speed due to the improvements in the information and communication technologies. This
article focuses on role of knowledge management strategies on employees’ performance in selected
Information Technology companies in Bangalore.
Keywords: Knowledge Management, Performance, Information Technology, Bangalore study.
1. INTRODUCTION 1.2 Objectives Of The Study
Development, creation and sharing of knowledge are as The objectives of the study are presented below;
old as the human history itself. For millions of years, • To find out and analyze relationship between
human beings had very limited ways of sharing knowledge management strategies and employee
knowledge to the next generation. In fact, knowledge was performance in multinational companies.
passed verbally from one person to another. In India, this • To assess impact of knowledge management strategies
verbal passing of knowledge is mentioned in our old texts on employee performance in multinational companies.
in the form of guru – shishya parampara where
knowledge was passed from teacher to the student 1.3 Scope Of The Study
verbally.
The study is conducted in Bangalore which is well known
1.1 Statement Of The Problem Information Technology hub of the world among the
employees of leading IT companies. IT company details
Information Technology (IT) companies are knowledge are not disclosed as a part of academic research ethics.
intensive industry and they knowledge management But, data is collected with the permissions of those IT
strategies. The knowledge management strategies companies.
followed by Information Technology companies are
designed to attract and retain the professionals and are 2. LITERATURE REVIEW
developed to fit the current marketplace conditions.
Organizations formulate strong Knowledge management According to Toffler & Toffler (2006)(3), 35000 years
strategies to accomplish goals to the optimum extent with ago, the first major event took place when man drew a
employee performance. picture on the wall of a cave to mark some important
event. The industrial revolution changed the scenario and
With advances in information technology and information the emergence of factories and industries paved the need
revolution, there is a tremendous amount of information for systematic knowledge and it became more and more
available on any topic. This trend is especially true in specialized as the time passed. Since then, there has been
more knowledge intensive industries. an exponential growth in scientific and practical
knowledge(2). Over the past century, this process has
There is a growing need to manage the increasing amount accelerated owing to the rapid improvements in the
of data and information that is available to IT Companies information and communication technologies. The
these days. Further, it is to be checked that theses accessibility of the existing knowledge and that of the
knowledge management practices are really contribute persons who create knowledge has increased
and influence employee performance through empirical tremendously. Therefore, businesses today are looking at
investigation. managing knowledge or the management of knowledge

from their perspective. Most organizations are actively years
involved in managing knowledge by putting systems and 51 years to 60
processes in place for reducing costs and creating unique 030 7.8
years
products and services(4). Total 384 100.0
4 Education
3. RESEARCH METHODOLOGY Up to HSC 165 43.0
Under
3.1 Research Design Of The Study 101 26.3
Graduate
Table -1 Post Graduate 087 22.6
S.No Particulars Type Of The Study Professional 031 08.1
1 Purpose of the study Descriptive and hypothesis
testing
Total 384 100.0
2 Study method Survey method 5 Gross Annual Income (Rs)
3 Unit of analysis IT employees in Less than
039 10.2
Bangalore, India 100000
4 Data Type Primary data Rs 100001 to
162 42.2
300000
Sample size is determined on the basis of Krejice and Rs 300001 to
159 41.4
Morgan (1970)(1) study. According to Krejice and Morgan 500000
study, sample size is determined for this study as 384 at More than
024 06.2
95% level of significance for the population of more than 500000
250000 but less than 100000 IT employees at 0.05 level Total 384 100.0
of accuracy. 6 Total Work Experience
Up to 3 years 135 35.2
3.2 Important Hypotheses Of The Study 3 years 1 day
Hypothesis - 1 117 30.5
to 10 years
H0: There is no significant relationship between 10 years 1
knowledge management perceptions of IT company day to 20 079 20.6
employees and their performance years
H1: There is a significant relationship between More than 20
knowledge management perceptions of IT company 053 13.7
years
employees and their performance Total 384 100.0
Hypothesis - 2 7 Current Experience
H0: There is no significant impact of knowledge
Up to 3 years 135 35.2
management perceptions of IT company employees
3 years 1 day
on their performance 110 28.6
to 10 years
H1: There is a significant impact of knowledge
10 years 1 day
management perceptions of IT company employees 087 22.7
to 20 years
on their performance
More than 20
052 13.5
4. RESULTS, ANALYSIS AND DISCUSSION years
Total 384 100.0
4.1 Analysis Of Demographic, Economic And Work 8 Managerial Level
Related Characteristics Of The Respondents Junior
160 41.7
Management
Table 2: Demographic, Economic And Work Related Middle
197 51.3
Characteristics Of The Respondents Management
No Particulars No. Of Percentages Senior
027 07.0
Respondents Management
1 Gender Total 384 100.0
Male 260 67.8
Female 124 32.2 The table 2 provides a picture on demographic, economic
Total 384 100.0 and work related characteristics of the sample
2 Marital Status respondents;
Married 206 53.6 • Sample unit consists of 67.8% male employees and
Single 178 46.4 remaining 32.2% female employees. This shows that
the sample unit is dominated by male employees
Total 384 100.0
working in MNCs.
3 Age
• 53.6% of the respondents are married and 46.4% of
19 years to 30
162 42.2 the respondents are single.
years
31 years to 50 192 50.0

ROLE OF KNOWLEDGE MANAGEMENT STRATEGIES ON EMPLOYEES PERFORMANCE
IN SELECTED INFORMATION TECHNOLOGY COMPANIES IN BANGALORE
• Sample unit consists of 42.2% of the respondents There is high amount of correlation among all the
belong to more than 19 years but less than 30 years variables considered for the study. These results may
age group, 50% belong to 31-50 years of age group have occurred due to multicollinerarity. To check issue of
and 7.8% to 51-60 years of employees. multicollinearity, model testing was done using Linear
• Sample consists of 43% of MNC employees studied Regression analysis. Regression analysis results prove
up to HSC, 26.3% of the respondents completed under that the above results are not due to multicollinearity
graduation, 22.7% completed post graduation and because Variance Inflation Factor (VIF) for perceptions
8.1% are professionals. on knowledge management strategies and employee
• The sample unit consists of 10.2% employees earn up performance are less than 5.
to Rs.1,00,000, 42.2% employees earn Rs.1,00,001 to
3,00,000, 41.4% employees earn 3,00,001 to 5,00,000 From the above correlation analysis, one can understand
and 6.3% employees earn above Rs 5,00,000. that there is a close and strong relationship among core
• The sample consists of 35.2% employees have up to 3 variables of the study namely perceptions on knowledge
years of experience, 30.5% employees possess above management strategies and employee performance
3 years but less than 10 years of experience, 20.6% statistically. Therefore, the results indicate that the
employees have above 10 years but less than 20 years variables considered for the study are valid. The tested
of experience and 13.8% employees are with above 20 model of the path analysis is given in Figure 1.
years of experience.
• The sample consists of 35.2% employees have up to 3
years of experience, 28.6% employees possess above
3 years but less than 10 years of experience, 22.7%
employees have above 10 years but less than 20 years
of experience and 13.5% employees are with above 20
years of experience. Figure 1: Tested Sem Path Analysis Model
• 41.7% of the respondents work in junior management,
51.3 % work in middle level management and the The tested path analysis model reveals that perceptions on
remaining 7% belong to senior management. knowledge management strategies influence employee
performance of the sample respondents to the extent of
4.2 Analysis Of Relationship Among Core Variables 96.3% (R2: 0.963). Therefore, null hypothesis -2 is
rejected and alternative hypothesis is accepted and it can
To examine the inter relationship among core variables of be concluded that there is a significant impact of
the study knowledge management strategies and perceptions on knowledge management strategies on
employee performance; “Pearson’s correlation matrix” is employee performance of the sample respondents.
drawn. The statistically significant variables are indicated
by * as listed below. 5. CONCLUSION
** Correlation is significant at the 0.01 level (two-tailed)
* Correlation is significant at the 0.05 level (two-tailed). The study has focused on analysis of perceptions of IT
employees on knowledge management strategies and their
The Pearson’s correlation indicated in Table 3 shows performance. Further, the research has studied about inter
relationship between study knowledge management relationship among the core variables of the study
strategies and employee performance statistically. knowledge management strategies and employee
performance empirically. Based on the data analysis, the
Table 3: Pearson’s Correlation Matrix Showing Inter following conclusions are arrived;
Relationship Among Core Variables Of The Study • A MNC employee whether male or female, married or
Correlations Knowledge Employee single aged between 19 years to 30 years completed
Management Performance professional degree irrespective of gross annual
Strategies income possessing total work experience and current
Knowledge experience of more than 20 years working at any
Management 1 .980** managerial level has higher level of perception on
Strategies knowledge management strategies.
Employee • A MNC employee whether male or female, married or
.980** 1
Performance single aged between 19 years to 30 years completed
**. Correlation is significant at the 0.01 level (2-tailed) professional degree having gross annual income of Rs
less than 100000 possessing total work experience and
Table 3 exhibits that there is a strong and positive current experience of more than 20 years working at
relationship between knowledge management strategies any managerial level has higher level of perception on
and employee performance (r=.980). Hypothesis – 1 is employee performance.
rejected. • There is a strong and positive relationship between
knowledge management strategies and employee
performance.

• Perceptions on knowledge management strategies
have significant impact on employee performance of
MNC employees.
6. REFERENCES
1. Krejcie RV, and Morgan DW. (1970). "Determining sample

size for research activities", Educational and Psychological
Measurement, Vol.30, pp.607-610.
2. Mokyr J. (2002). “The Gifts of Athena: Historical Origins of
the Knowledge Economy”, Princeton University Press, New
Jersey.
3. Toffler, A. & Toffler, H. (2006). “Revolutionary Wealth”,
Knopf.
4. Vedpurishwar AV. (2009). “Knowledge Management From
A to Z”, Vision Books.
• BIBLIOGRAPHY
5. Singh A, and Soltani E. (2010). "Knowledge management

practices in Indian information technology companies",
Total Quality Management, Vol.21(2), pp.145-157.
6. Abril RM. (2007). "The dissemination and adoption of
knowledge management practices and behavioural model",
Electronic Journal of Knowledge Management, Vol.5(2),
pp.131-142.
7. Lee SM, and Hong S. (2002). "An enterprise-wide
Knowledge Management system infrastructure", Industrial
Management & Data Systems, Vol.102(1), pp.17-25.
8. Theriou N, Maditinos D, and Theriou G. (2011).
“Knowledge Management Enabler Factors and
FirmPerformance: An Empirical Research of the Greek
Medium and Large Firms”, European Research Studies
Journal, Vol.14(2), pp.97-134.

Research Paper R. Mangalam et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 63-67 (2019)
AWARENESS AND UTILISATION OF KISAN CREDIT CARD SCHEME

– A STUDY WITH REFERENCE TO PRIMARY AGRICULTURE CREDIT
COOPERATIVE SOCIETIES IN MADURAI DISTRICT
R. Mangalam1, Dr. I. Nagarajan2*

Research Scholar1, Associate Professor & Head2
1
Department of Commerce, Madurai Kamaraj University
2
Department of Commerce, Thiagarajar College, Madurai, India.
Abstract
This paper makes an attempt to study the awareness and utility pattern of Kisan Credit Cards by the
farmers of Primary Agriculture Credit Cooperative society in Madurai District in Tamilnadu. It is based
mainly on primary data collected from the 520 Kisan Credit holders issued by Primary Agriculture
Cooperative society of Madurai District through convenient sampling method. The result shows that
owing to high rate of interest for medium- term, long-term, consumption and contingency loans, majority
of the sample farmers prefer KCC to avail interest free crop loan or Jewel crop loan. The farmers who
are having both dry and wet land could plant double crop could avail revolving credit facility
throughout the year. The small and marginal farmers having good record and being a member of JLG
can obtain collateral-free credit from the Cooperative society. It is found from the study that that
majority of the sample farmers in the study area did not avail crop insurance. It is pointing out that
majority farmers are aware and effectively use the debit slip and cheque for borrowing. Lacks of
computer system, internet facility in the cooperative society as well as time constraint, illiteracy of the
farmers are the reasons for the minimal use of ATM card and mobile-based transfer. The level of
awareness is positively correlated to the utilization pattern of KCC loan. The independent variables such
as knowledge, operation and benefits have positive effect on utilization of loan.
Keywords: Kisan Credit Card (KCC), Joint Liability Group (JLG), Revolving Credit Facility(RCF).
1. INTRODUCTION features of Kisan Credit Card Scheme are serving its

intended purpose or not.
The success of any financial institution in implementing
the KCC Scheme largely depends on the productive 1.1 Objectives
utilization of the credit. For proper utilization of the • To know the utility pattern of farmers towards Kisan
sanctioned amount, first of all, the institution should try to Credit Card
disburse the loan amount in time and ensure the • To find out the relationship between awareness and
availability of required inputs. On the other hand, the utility pattern of farmers towards KCC Scheme.
beneficiaries should use it only for the purpose it was
sanctioned. Needless to say, utilizing the credit for non-
productive purposes and domestic requirements would 2. LITERATURE REVIEW
often create problems in repayment.
Tripathy (2013)(2) found that even after the six decades of
Further, it is an established fact that adequate level of conscious efforts for the institutionalization of
awareness would enable the beneficiaries to make better agricultural finance in India, still the objectives of easy
use of any financial product. This applies to KCC scheme accessibility has not been fulfilled to the desired extent.
also. The present study is a follow-up work to examine
the relationship between the awareness of the sample Rameshkumar and Alexpandi (2012)(1) paper is an
farmers and their level of utilisation of the KCC scheme attempt to analyse the farmers’ opinion about the
with the help of various statistical tools. We hope that the implementation of the Kisan Credit Card Scheme in
conclusions will help to bring necessary changes and Sivagangai Taluk in Tamilnadu. The results show that
make it more successful. Thus, to see the importance of though the procedural efficiency in expediting the
agricultural credit to sustainability of farming activities, sanction and disbursement of loan under KCC and the
the present study has been made in the context of Madurai reasonable rate of interest are well appreciated by the
District, Tamilnadu to find out whether the present farmers in the study area, they place on record only a

medium level of opinion about the overall 4 Madurai West
implementation of KCC Scheme. Ariyur 160
Samayanallur 79
Pothumbu 73
3. RESEARCH METHODOLOGY Thenur 85 397 78
5 Thiruparankundram
This paper is based on the both the primary and secondary Ayyanarpuram 84
Kodimangalam 98
data. The primary data were collected from the farmer Kuthiyarkundu 78
respondents in the study area directly by using a well- Viraganoor 52 312 62
designed interview schedule from December 2017to June
2018 and the secondary data from Annual Credit Plan of
6 Vadipatti Block
Canara Bank which is the Lead Bank and Credit details of Thenkarai 91
Madurai District Central Cooperative Bank at Madurai Bodinaiganpatti 129
District. In order to collect primary data from the KCC Solavandan 96
holders in the study area, a pilot study was carried out Thiruvedakam 81 397 78
Total 2,628 520
with 20 respondents. After the pilot study, the
questionnaire was updated with suitable modifications. Source: Compiled from the Annual Crop loan
Adequate precaution and care was taken to formulate the disbursement of Primary Agriculture
questions so that it would be well understood by the Cooperative societies in Madurai District , 2017.
respondents. The collected data were put into critical
statistical examination with the help of scientific and 3.2 Measurement of utility pattern of KCC
statistical tools such as Mean scores, Standard Deviation,
Multiple Regression and four point scaling technique. Ten statements were used to measure the utility pattern of
KCC Scheme in the study area. The identified statements
3.1 Sampling Design were categorized under two dimensions namely, Extent of
Credit Utilization and Mode of using and Method of
For this, the list of card holders (farmers) was obtained Operation of KCC. Four points scaling technique was
from Primary Agriculture Cooperative societies in employed and mean score was ascertained as follows:
Madurai District. Out of 13 blocks, 6 blocks were Fully utilized -4
selected purposively for this study because maximum Partially utilized - 3
numbers of Kisan Credit Cards have been issued in these Least utilized -2
blocks. Out of total villages in the selected 6 blocks, 24 Not utilized -1
villages were selected for the study purposively on the The mean score of utility pattern of KCC was
basic of maximum availability and usage of KCC holders analyzed and presented in Table 2
in the villages. Since the KCC holders are not evenly
distributed among each block, the researcher has taken Table 2: Measurement of utility pattern of KCC
S.N Variables
the 520 sample farmers of Primary Agriculture
Partially utilized
o
Cooperative societies in Madurai District by adopting
Least utilized
Fully utilized
Mean Score
Not utilized
Total score
convenient sampling technique. In this way a total of 520

KCC holders were considered as respondents for
collection of data in this study. The list of blocks along Rank
with the villages and number of selected card holders are Dimension I Extent of Credit Utilization
presented in Table 1. 1 Crop loan 441 42 24 13 1951 3.75
/Jewel Crop
Table 1: Selected Blocks, Villages and Selected Card loan I
2 Short-term 414 51 26 29 1890 3.63
holders for the Study Crop
II
S.No Name of the Blocks Number of Total No. of
3 Loan under 99 129 62 230 1137 2.19
and Villages card no. of card Joint
holders card holders IV
Liability
holders to be
Group(JLG)
selected
4 Revolving 260 69 22 169 1460 2.81
1 Alanganallur Block Credit III
Muduvanpatti 188
facility
Kalvallipatti 85
5 Crop 113 15 13 379 903 1.74
Alanganallur 120
Insurance V
Palamedu 83 476 94
Claim
2 Madurai East Block
Otthakadai 65 Dimension II Mode of using and Method of Operation
Porusupatti 88
6 Using KCC 146 82 108 184 1230 2.37
Mankulam 110
for
Poondi 111 374 74
Identificatio
3 Melur Block n Purpose III
Uranganpatti 290
7 Transaction 424 58 27 11 1935 3.72
A.Vallalapatti 125
carried out II
Kidaripatti 104
either
Melur 143 672 134

– A STUDY WITH REFERENCE TO PRIMARY AGRICULTURE CREDIT COOPERATIVE
SOCIETIES IN MADURAI DISTRICT
through cultivation. Unless the GOI intervenes, these crops could
issuing not receive compensation even in the face of natural
branch or
designated disaster. Instead of evaluating the crop loss incurred in a
branch particular village, the crop failure of the entire district is
8 Withdrawal 474 29 17 - 2017 3.88 assessed. Finally, the poor farmer is the looser. A dormant
through account, failure to provide Aadhar number, patta and
Debit I
slip/Cheque bank details etc., are other reasons for non-receipt of
facility insurance claim.
9 Transaction 40 100 28 252 768 1.48
through In the second dimension, withdrawal through debit slip or
V
ATM /Debit
card
cheque facility is ranked first with the mean score of 3.88
10 Mobile 59 114 106 241 1031 1.98 pointing out that majority farmers are aware and
based effectively use the debit slip and cheque for borrowing.
transfer and IV Carrying out transaction through the issuing branch or
agriculture
information
designated branch gets the second rank with the mean
Source: Computed Data. score of 3.72, indicating that the sample farmers in the
study area mostly operate the KCC account through the
In table 2, the utility pattern is categorized into two issuing branch or designated branch.
dimensions namely, Extent of Credit Utilization and
Mode of using and Method of Operation of KCC. In the Using KCC for identification purpose is ranked third with
first dimension, Crop loan or Jewel crop loan is ranked the mean score for 2.37. 180 sample farmers are not
first with the highest mean score of 3.75. Owing to high using it for identification purpose owing to their illiteracy
rate of interest for medium- term, long-term, consumption and ignorance. Mobile based transfer and receiving
and contingency loans, majority of the sample farmers agriculture information gets the fourth rank followed by
prefer KCC to avail interest free crop loan or Jewel crop Transaction through ATM /Debit card with the mean
loan. This is despite being eligible to take these loans scores of 1.98 and 1.48 respectively. Lack of computer
along with crop loan. Loan taken for Short-term crop system, internet facility in the cooperative society as well
ranked second with the mean score of 3.63. This signifies as time constraint, illiteracy of the farmers are the reasons
that the sample farmers used the KCC loan mostly for for the minimal use of ATM card for withdrawal. Finally,
short-term crop such as Paddy, Millets, Vegetables, mobile-based transfer is less only because of illiteracy.
Banana, and Guava. Revolving Credit facility gets the
third rank with the mean score of 2.81, pointing out that 3.3 Level of Utilisation
the sample farmers alternatingly cultivated food crops
such as paddy, vegetables and millets (i.e. for 6 months) The loan provided under the KCC scheme can be used for
and horticulture crop such as banana and guava. This carrying out various types of agriculture activities. Table
shows that the farmers who are having dry, wet and 3 presents the level of utilization of KCC loan.
irrigated land could plant double crop and thereby avail
revolving credit facility throughout the year. Table 3: Level of Utilisation of KCC Loan
S.No Level of Number of Percentage
Utilisation Respondents
Loans taken under Joint Liability Group take the fourth N=520
rank with a mean score of 2.19. JLG is the association of 1 High 116 22.3
same minded people in the same village or area to avail 2 Medium 317 61.0
credit from formal institutions. The small and marginal 3 Low 87 16.7
farmers having good record and being a member of Joint Source: Computed Data
Liability Group can obtain collateral-free credit from the
Cooperative society. The individual farmers are not It is inferred from the Table3 that 116(22.3 per cent) have
required to produce land title for getting loan since the a high level of utilisation. 317(61 per cent) have a
credit obtained by the members of JLG is treated as a medium level of utilisation and the remaining 87(16.7 per
single loan. The society can finance a JLG by financing cent) have a low level of utilisation.
the group or any one of the member in the group against
joint undertaking. But that particular member is 4. RESULTS, ANALYSIS AND DISCUSSION
responsible for repaying the loan.
4.1 Multiple Regression Analysis between level of
Crop insurance claim is ranked fifth with a mean score of Awareness and Utilization of KCC loan
1.74, indicating that majority of the sample farmers in the
study area did not avail crop insurance. The reasons for The variables used to predict the value of the dependent
non-receipt of insurance claim are discrepancy over variable are called the independent variables (or
calculating the loss on crop failure and the crop not being sometimes, the predictor, explanatory or regressor
included under the notified crop for the Birka. Moreover, variables). When there are two or more independent
insurance premium is collected only for standing crops variables, the analysis concerning relationship is known as
such as paddy etc. and not for coconut and mango
multiple correlations and the equation describing such a explained through the four independent variables of
relationship is called Multiple Regression. The coefficient awareness of KCC (Independent variables). R square is
of multiple correlations is indicated by R.Y being a increases as more independent variables are added to a
dependent variable (Y) to one or more independent multiple regression model. To prevent over estimating the
variables ( X1,X2,X3,……Xn). The regression coefficients impact of adding an independent variable to the model,
(b1, b2) become less reliable as the degree of correlation adjusted R square value is used (it recalculates the R
between the independent variables (x1,x2) increases. It square value based on the number predicted variable in
uses linear function that can be expressed as the mode). This makes it simple to compare the
explanatory power of regression model with different
Y = utilization of KCC number of independent variables. The adjusted R Square
A = Constant for this model is 0.085 which shows only a small over
X1to Xn = Independent variables estimate with the model. The regression model is
B1 to Bn = Regression coefficients of X1 to Xn statistically significant. (F=12.991; Significant @ 1%)
Hence, the regression model for utilization of KCC can be
expressed as The β coefficient value for the various dimensions of
awareness of KCC loan such as basic knowledge, purpose
Utilization of KCC (Y) = a+bX1(Basic mode of operation and benefits are 0.092, -0.084, 0.117,
and 0.251(at 5 % and 10 % level of significance)
Knowledge) + X2(Purpose) respectively. The regression coefficient of basic
+X3(Operation)+X4(Benefits) knowledge for using KCC will influence the utility
pattern by 0.092 units, which implies that adequate
knowledge to use KCC strongly influences better utility.
Here, the Multiple regression analysis is performed by Proper understanding regarding the Mode of Operation of
framing the following hypothesis. KCC account will increase the dependent variable by
0.117. Further, increased awareness over the benefits
H0: Level of awareness do not influence the utility of acquired through KCC loan will have a positive impact of
KCC by the sample farmers. 0.251 units on the effective utilization of loan. This
H1 : Level of awareness influences the utility of KCC by denotes that the increased awareness regarding the
the sample farmers interest subsidy offered by the Government, Crop
insurance facility, JLG facility etc., will lead to better
utilization
Table 4: Regression Analysis between Awareness and Utilization of of the KCC scheme. The regression coefficient
KCC loan of purpose for using KCC is also negatively influence the
R = 0.303 F = 12.991 utility pattern by -0.084.
R Square = 0.092 ‘P’ value = 0.000
Adjusted R Square = 0.085 The proposed equation for the dependent variable(Y) -
Unstandardized Standardized Utility pattern of KCC loan is
Coefficients Coefficients
Model T Significance Y= 4.752 + 0.092X1 - 0.084X2+ 117X3 + 0.251X4
Std.
B Beta
Error
Hence, the null hypothesis is rejected and alternative
1 Constant 4.752 0.042 .000 1.000 hypothesis is accepted that the dimensions of awareness
Basic are positively correlated to the utilization pattern of KCC
knowledge 0.092 0.044 0.092 2.087 0.037
about KCC
loan. The independent variables such as knowledge,
operation and benefits have positive effect on utilization
Purpose - -
0.084
0.046 -0.084
1.818
0.070 of loan.
Operation 0.117 0.044 0.117 2.652 0.008
5. CONCLUSION
Benefits 0.251 0.045 0.251 5.536 0.000
Source: Computed Data The success of the KCC scheme depends upon its
effective utilization. The analysis of the farmers’ level of
Table 4 shows the relationship between various utility pattern of KCC Scheme shows that majority of
dimensions of awareness of KCC loan and it’s utility sample farmers use KCC loan at medium level. Hence the
pattern. society members should also inform the rural farmers all
details related to KCC Scheme. Imparting knowledge to
4.2 Predictions beneficiaries regarding proper utilisation of credit and
mode and method of operation of KCC ensure effective
(Constant), (i) Basic Knowledge,(ii) Purpose, (iii) Mode utilisation.
Operation and (iv) Benefits
6. REFERENCES
The value of R square for the model is 0.092. It means
that only 9.2 per cent of the variation in the utilization 1. Kumar Ramesh S, and Alexpandi M. (2017). “Farmers'
pattern of KCC loan (dependent variable) can be Attitude Towards Kisan Credit Card (Kcc) Scheme

– A STUDY WITH REFERENCE TO PRIMARY AGRICULTURE CREDIT COOPERATIVE
SOCIETIES IN MADURAI DISTRICT
Sivagangai Taluk In Tamilnadu", International Journal of
Current Research, Vol.9(6), pp.52244-52249.
2. Tripathy KK. (2013). “Status of Rural and Agricultural
Finance in India”, Kurukshetra, Vol.62(2), pp.3-8.
• Bibliography
3. Kumari S, and Kumar ML. (2013). “Progress and

Performance of “Kisan Credit Card for Rural
Development”, Kurukshetra, Vol.62(2), pp.25-29.
4. Dhanabakyam M, and Malarvizhi J. (2012). “A Study on the
Awareness, Utilisation and Problems of using Kisan Credit
Card of Canara Bank with Special Reference to Coimbatore
District”, International Journal of Marketing, Financial
Services and Management Research, Vol.1(10), pp.113-119.
5. Sumaiya M, and Gandhimathi S. (2015). “Kisan Credit Card
Scheme on Financial Inclusion in Agricultural Sector,”
Asian Journal of Research in Banking and Finance,
Vol.5(2), pp.175-182.

Research Paper S. Seethalakshmi et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 68-71 (2019)
IMPACT OF CLIMATE CHANGE ON FOOD GRAINS PRODUCTION IN PRE AND POST

REFORM PERIOD IN INDIA
S. Seethalakshmi 1, Dr. S. Gandhimathi 2*

1
Research Scholar, 2Professor
Department of Economics, Avinashilingam Institute for Home Science and Higher Education for
Abstract
Climate is an important component of production system of agriculture. Overall in India, it is predicted

that, physical impact of climate change will be seen as (1) an increase in the average surface
temperature by 2-4 degrees C, (2) changes in rainfall (both distribution and frequency) during both
monsoon and non-monsoon months, (3) a decrease in the number of rainy days by more than 15 days,
(5) an increase in the intensity of rain by 1-4mm/day and an (6) increase in the frequency and intensity
of cyclonic storms. Because of climate change, Indian agriculture is doubly vulnerable. First as around
60 percent of India’s total agricultural areas are rain-fed, it is highly vulnerable to climate change
impacts on monsoon. Secondly, more than 80 percent of farmers in India are small and marginal
(having less than 1 ha of land) thus having less capacity to cope with climate change impacts on
agriculture. India’s 200 backward districts as ranked by the Planning Commission are distinguished for
the large-scale practice of rain-fed agriculture. With the changing food habits and market conditions,
farmers prefer wheat or rice in most parts of the country. In most agro-climatic regions, farmers have
stopped cultivation of millets which are suitable to a particular agro-climatic region. Climate change is
projected to have serious implications for these major crops especially wheat.
Keywords: Climate Change, Agricultural Production, Economic Reforms.
1. INTRODUCTION First as around 60 percent of India’s total agricultural

areas are rain-fed, it is highly vulnerable to climate
Climate is an important component of production system change impacts on monsoon. Secondly, more than 80
of agriculture. Rising temperatures associated with percent of farmers in India are small and marginal
climate change will likely have a detrimental impact on (having less than 1 ha of land) thus having less capacity
crop production, livestock, fishery and allied sectors. It is to cope with climate change impacts on agriculture.
predicted that for every 20 C (which has been predicted India’s 200 backward districts as ranked by the Planning
by 2030) rise in temperature, the GDP will reduce by 5 Commission are distinguished for the large-scale practice
per cent. Accelerated warming has already been observed of rain-fed agriculture. With the changing food habits and
in the recent period 1971-2007, mainly due to intense market conditions, farmers prefer wheat or rice in most
warming in the recent decade 1998-2007. This warming parts of the country. In most agro-climatic regions,
is mainly contributed by the winter and post-monsoon farmers have stopped cultivation of millets which are
seasons, which have increased by 0.80°C and 0.82°C in suitable to a particular agro-climatic region. Climate
the last hundred years, respectively. The pre-monsoon change is projected to have serious implications for these
and monsoon temperatures also indicate a warming trend. major crops especially wheat.
Overall in India, it is predicted that, physical impact of The studies have already projected greater losses in Rabi
climate change will be seen as (1) an increase in the season (e.g. in wheat yield) as compared to Kharif crops.
average surface temperature by 2-4 degrees C, (2) In this backdrop an attempt was made to assess the impact
changes in rainfall (both distribution and frequency) of climate change on food grains production in India. The
during both monsoon and non-monsoon months, (3) a following are the specific objectives of the study.
decrease in the number of rainy days by more than 15 1. To assess the trend in the temperature, rainfall, carbon
days, (5) an increase in the intensity of rain by 1- emissions and food grains production
4mm/day and an (6) increase in the frequency and 2. To study the impact of carbon emission on
intensity of cyclonic storms. Because of climate change, temperature
Indian agriculture is doubly vulnerable. 3. To assess the impact of temperature, rainfall and
carbon emissions on food grains production.

2. LITERATURE REVIEW 4. RESULTS, ANALYSIS AND DISCUSSION
Climate change impacts on agriculture are being Initially an attempt was made to assess the trend in the
witnessed all over the world, but countries like India are rainfall, temperature, food grains production and carbon
more vulnerable in view of the high population depending emissions in India for a period of 1971 -2012. The table 1
on agriculture and excessive pressure on natural and 2 shows the trend in the rainfall, temperature, food
resources. The warming trend in India over the past 100 grains production and carbon emissions in India in pre
years (1901 to 2007) was observed to be 0.51oC with and post reform period.
accelerated warming of 0.21oC per every10 years since
1970(4). The projected impacts are likely to further Table – 1: Trend in Rainfall, Temperature,
aggravate yield fluctuations of many crops with impact on Production of Food grains and Carbon Emissions
food security and prices. Cereal productivity is projected Production
Carbon
to decrease by 10‒40% by 2100 and greater loss is of
Rain fall Temperature emissions
Year foodgrains
expected in rabi. There are already evidences of negative (mm) (cg)
(million
(billion
impacts on yield of wheat and paddy in parts of India due tones)
tonnes)
to increased temperature, increasing water stress and 1971-72 969 29.71667 105.17 205869
reduction in number of rainy days. Modeling studies 1972-73 707.1667 30.63333 97.03 217849.1
project a significant decrease in cereal production by the 197-74 974.25 30.51667 104.67 224343.4
1974-75 810.75 30.54167 99.83 231992.8
end of this century(5). Climate change impacts are likely
1975-76 998.9167 30.03333 121.03 252201.6
to vary in different parts of the country. Parts of western 1976-77 871.5833 30.36667 111.17 263785.6
Rajasthan, Southern Gujarat, Madhya Pradesh, 1977 -78 995.0833 30.325 126.41 315681
Maharashtra, Northern Karnataka, Northern Andhra 1978-79 961.1667 30.025 131.9 318035.2
Pradesh, and Southern Bihar are likely to be more 1979-80 801.6667 30.61667 109.7 331940.5
vulnerable in terms of extreme events(6). For every one 1980-81 892.9167 30.61667 129.59 348581.4
1981-82 899.25 30.21667 133.3 374822.4
degree increase in temperature, yields of wheat, soybean, 1982-83 816.0833 30.19167 129.52 398419.6
mustard, groundnut and potato are expected to decline by 1983-84 1003.833 30.08333 152.37 432321
3‒7%(1). A study by Knox et al (2012)(3) was also 1984-85 866.1667 30.24167 145.54 447110
considered. 1985-86 839.1667 30.59167 150.44 490464.9
1986-87 828.0833 30.34167 143.42 525862.5
1987-88 803.9167 30.75833 140.35 561560.7
1988-89 965.5833 30.525 169.92 606298.1
1989-90 858.5 30.33333 171.04 662945.9
The study was based on secondary data. The data for the 1990-91 1036.083 30.04167 176.39 690576.8
study on food grains production, rainfall and temperature Source: Economic Survey, Various Issues, Government
were collected from Economic survey, various issues, of India(2) and World Bank Report, 2013(7)
Hand book of statistics on Indian Economy. The data on MM – Millimeter, CG – Centigrade.
carbon emission were collected from World Bank(7) report
2013 for a period of 1971 -2012. The study period was Table - 2: Trends in Rainfall, Temperature,
divided into pre reform period (1971 – 1991) and post Production of Foodgrains and Carbon Emissions in
reform period (1991 -2012). To analyse the impact of the Post Reform Period
rainfall and carbon emissions on temperature in the study Production
Carbon
period, multiple regression equation was estimated, of
Rainfall Temperature emission
Year foodgrains
Y = bo + b1X1 + b2 x2 + b3 x3 + u (mm) (cg)
(million
(billion
Y = Temperature (Centigrade) tones)
tonnes)
X1 = Carbon emission (Billion tonnes) 1991-
827.25 30.45833 168.38 737851.7
X2 = Rain fall (Millimeter) 92
1992-
819.8333 30.51667 179.48 783634.2
93
To analyse the impact of rainfall, carbon emissions and 1993-
temperature on food grains production in the study 940.0833 30.71667 184.26 814297.7
94
period, multiple regression equation was estimated 1994-
1003.75 30.49167 191.50 864931.6
Y = bo + b1X1 + b2 x2 + b3 x3 + u 95
1995-
X1 = Carbon emission (Billion tonnes) 906.8333 30.525 180.42 920046.6
96
X2 = Rain fall (Millimeter) 1996-
X3 = Temperature (Centigrade) 915.0833 30.625 199.43 1002224
97
1997-
979.5 29.98333 193.12 1043940
To analyse the impact of food grains production on 98
1998-
carbon emission, the form of the regression equation 99
969.3333 30.75833 203.61 1071912
estimated was 1999-
911.9167 30.91667 209.80 1144390
Y = bo + b1X1 + u 00
Y = Food grains production (Million tonnes) 2000-
824.75 30.70833 196.81 1186663
01
X1 = Carbon emission (Billion tonnes)
2001-
883.25 30.81667 212.85 1203843
02

2002- F Value 21.867
735.3333 31.09167 174.78 1226791
03
2003-
907.0833 30.575 213.19 1281914 Table–4: Impact of Carbon Emissions and Rain Fall
04
2004- on Temperature in Post Reform Period
836.1667 30.73333 198.36 1348525 Regression Level of
05 Variables t value
2005- co efficient significance
950.9167 30.625 208.59 1411128 Constant 31.368 44.369 Significant at one
06
2006- percent level
927.25 31.025 217.28 1504365 Carbon emissions 0.000000050 2.382 Significant at 1
07
2007- percent level
958.0833 30.79167 230.78 1611404 Rain fall -0.001 -1.846 In significant
08
2008- R2 0.378
931.9167 25.55 234.47 1811289 F Value 4.255
09
2009-
738.6667 24.64 218.11 1982263
10 The regression equation showed that the rain fall was a
2010-
923 30 244.49 2008823 significant factor to determine the carbon emission in the
11
2011- pre reform period. The regression co efficient of rain fall
876.5 36 259.29 N.A. was negative. It showed that additional rainfall had
12
2012-
803.1667 N.A. 255.36 N.A. reduced the temperature in the pre reform period. But the
13 co efficient of carbon emission was statistically in
Source: Economic Survey, Various Issues, Government significant to determine the temperature in the pre reform
of India and World Bank Report, 2012 period. But in the post reform period, the co-efficient of
MM – Millimeter, CG – Centigrade rain fall had turned out be statistically in significant in
determining the rain fall. The co efficient of carbon
The rainfall had fluctuated in the pre reform period. There emission had turned out be statistically significant to
was no continuous increase or decline in the rain fall over determine the temperature in the post reform period. It
a period of time. In the pre reform period, the highest implied that the addition amount of carbon emissions
level of rain fall was observed in 1990 -1991. The lowest would cause additional level of temperature. The
level of rainfall was observed in the year 1972 -73. estimated value of R2 was 0.56 in the pre reform period
Maximum average level of temperature was ranged and 0.4 in the post reform period. Both R2were
between 29 and 30 centigrade. Both food grains statistically significant. It could be identified from the
production and carbon emission had exhibited continuous significant F value. It showed better fit of the model in
increase in the pre reform period. In the post reform both pre and post reform period.
period, both the rainfall and temperature had fluctuated.
The highest average level of temperature was 36 4.2 Impact of Carbon Emissions Rain Fall and
centigrade. It was higher than the average temperature Temperature on Foodgrains Production
level in the pre reform period. Similarly, the average
highest level of rainfall was 1003.75 mm. In 1993 -94. It To assess the impact of carbon emissions, rainfall and
was comparatively less than the highest level in the pre temperature on food grains production, multiple
reform period. Both carbon emissions and the food grains regression equations were estimated in pre and post
production were higher in the post reform period than in reform period. The results of regression equations are
the pre reform period. shown in tables 5 and 6.
4.1 Impact of Rainfall and Carbon Emissions on Table - 5: Impact of Carbon Emissions, Rain Fall and
Temperature in the Study Period Temperature on Foodgrains Production in Pre
Reform Period
The climatic factors such as the carbon emissions and rain Variables Regression t value Level of significance
fall were hypothesised as the determinants of the co-
temperature. To assess the impact of carbon emissions efficients
Constant 193.166 0.903 In significant
and the rainfall on the temperature, multiple regression
Carbon emissions 0.00015 15.751 Significant at one
equation was estimated in pre and post reform period. percent level
The results of the multiple regression analysis are shown Rain fall 0.058 2.795 Significant at one
in Table -3 and 4. percent level
Temperature -5.565 -0.833 In significant
R2 0.946
Table -3: Impact of Carbon Emissions and Rain Fall F Value 94.309 Significant at one
on Temperature in Pre Reform Period percent level
Variables Regression t Level of
co efficients value significance
Constant 31.947 61.765 Significant at one Table - 6: Impact of Carbon Emissions, Rain Fall and
percent level Temperature on Foodgrains Production in Post
Carbon emissions 0.000000244 0.738 In significant Reform Period
Rain fall -0.002- 3.357 Significant at one Variables Regression t value Level of
percent level co efficients significance
R 2
0.563

Constant -233.295 -0.776 In significant increasing trend in the post reform period. Both carbon
Carbon emissions 0.00000572 5.186 Significant at one emissions and the food grains production were higher in
percent level the post reform period than in the pre reform period. The
Rain fall 0.115 3.814 Significant at one
percent level
co efficient of carbon emission was statistically in
significant to determine the temperature in the pre reform
Temperature 8.998 0.942 In significant period. But in the post reform period, the co-efficient of
R2 0.854
rain fall had turned out be statistically in significant in
F Value 93.256 Significant at one
percent level
determining the rain fall. The co efficient of carbon
emission had turned out be statistically significant to
determine the temperature in the post reform period. The
The regression equation showed that among the selected increase in the rain fall had increased the food grains
variables, the rain fall and the carbon emissions were production. It proved the existence of theoretical
statistically significant at one percent level in both pre relationship. However, the positive relationship between
and post reform period. Both of the co efficient were food grains production and carbon emissions was
positive. It implied that the additional rain fall would inconsistent. The additional carbon emissions had caused
cause additional food grains production. The increase in additional food grains production. Additional food grains
the rain fall had increased the food grains production. It production had increased carbon emissions.
proved the existence of theoretical relationship. However,
the positive relationship between food grains production 6. REFERENCES
and carbon emissions was inconsistent. The additional
carbon emissions had caused additional food grains 1. Agarwal PK. (2009). “Global Climate change and Indian
production. As the above estimation indicates only a short agriculture: Case studies from ICAR network project”,
run relationship, the relationship between the carbon Indian Council of Agricultural Research. 148p
emissions and the food grains production was 2. GOI. (n.d.). “Economic survey”, Government of India, New
inconsistent. Delhi.
3. Knox J, Hess T, Daccache A, and Wheeler T. (2012).
“Climate change impacts on crop productivity in Africa and
Based on the above positive impact of carbon emission on South Asia”, Environmental Research Letters, Vol .7, pp.1-
food grains production, again one more attempt was made 8.
to assess the impact of food grains production on carbon 4. Kumar S. (2006). “Climate change and crop breeding
emissions. The regression equation was estimated to objectives in the twenty first century,” Current Science,
assess the impact of carbon emissions on food grains Vol.90, pp.1053‒1054.
production. The results of regression equation are shown 5. Mujumdar PP. (2008). “Implications of climate change for
in Table 7. sustainable water resources management in India,” Physics
and Chemistry of the Earth, Parts A/B/C, Vol.33, pp.354‒
358.
Table – 7: Impact of Food Grains Production on
6. Mall RK, Gupta A, Singh R, Singh RS, and Rathore LS.
Carbon Emissions (2006). “Water resources and climate change: An Indian
Regression Level of
Variables t value perspective,” Current Science, Vol.90(12), pp.1610‒1626.
co-efficient significant
Constant 105.412 23.6530 Significant at one
7. World Bank. (2013). “Co2emissions in the economies”,
percent level World Bank Annual Report 2013, available online:
Carbon 7.584E-5 16.4656 Significant at one web.worldbank.org
emissions percent level
R2 0.877
F Value 271.117 Significant at one
percent level
The table 7 shows that the carbon emission was

statistically significant at one percent level. It had
exhibited positive relationship between the carbon
emissions and the food grains production in India.
Additional food grains production had increased carbon
emissions.
5. CONCLUSION
The highest average level of temperature was 36

centigrade in the post reform period. It was higher than
the average highest temperature level in the pre reform
period. Similarly, the average highest level of rainfall was
1003.75 in 1993 -94. It was comparatively less than the
highest level in the pre reform period. Both the carbon
emission and the food grains production had shown an

Research Paper Dr. Gabriel Simon Thattil et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 72-76 (2019)
JOB SATISFACTION AMONG MEDICAL REPRESENTATIVES IN KERALA:

AN ANALYTICAL STUDY
Dr. Gabriel Simon Thattil1, K.P. Sajina2*

Professor & Director1, Research Scholar (Part Time) 2
School of Business Management and Legal Studies, University of Kerala, Kariyavattom,
Thiruvananthapuram, Kerala, India.
Abstract
This study is an attempt to find out the level of job satisfaction among the medical representatives,
particularly in Kerala. Job satisfaction can be defined as how people feel about their jobs and different
aspects of their job. It’s the extent to which people like (Satisfaction) or dislike (dissatisfaction) their job.
The study is based on market share, 6 companies were chosen, 3 each from the domestic sector and
foreign sector.
Keywords: Job Satisfaction, Medical Representative, Job in Kerala, Medical Job, Medical Job in
Kerala.
1. INTRODUCTION definite attitudes about their job on factors such as kind of

work they do, co-workers, superiors or subordinates and
Job satisfaction is all about how one feels when on the their reward and incentives system. Organizational
job, general happiness on the job and work environment. commitment refers to employee’s psychological
Job satisfaction is associated with several factors relating attachment to the organization (AJSES) or ones’ feelings
to the job and these include salary and other monetary and beliefs about their organization.
benefits as well as non-monetary benefits. Equally
important are factors on Human relations and motivation The present study would attempt to ascertain the levels of
to be productive. Satisfaction is often relative it comes job Satisfaction of medical representatives and determine
from what one gets, but in terms of what others get. This whether they differed on the identified factors based on
is true with Job satisfaction also. Lack of job satisfaction their experience, designation or the nature of the
might pull you out of the organization, but interestingly organization.
dissatisfaction and continuance on the job can co-exist,
specifically on jobs where the incumbent has no other 1.1 Factors influencing Job Satisfaction
alternative or better place to go and work. All the more,
continuance on the job and performance with high levels Job satisfaction is an individual’s general attitude towards
of productivity are totally different. Where the latter his job. A person with high level of satisfaction hold
counts, Job satisfaction is all the more relevant and is the positive attitude towards the job, a person who is
key to ensure positive action and outcomes from the Job. dissatisfied with his job would hold negative attitude
Employee can contribute more only when they enjoy about the job.
more job satisfaction and less stress from the work.
Job satisfaction can be defined as how people feel about

Personality
their jobs and different aspects of their job. It’s the extent
to which people like (Satisfaction) or dislike
(dissatisfaction) their job.(3) According to Locke (1976)(2)
Job satisfaction is a pleasurable positive emotional state Work Job
Values
resulting from the appraisal of one’s job or job situation satisfaction
experiences. Job satisfaction is not a single unfed entity,

but is a multidimensional concept. There has been
confusion over the use of the concept job satisfaction, job
involvement and organizational commitment. Job Social
satisfaction is the collection of feelings and beliefs of influence
employees about their current job. Employee’s levels or

degree of job satisfaction can range from extreme Figure 1: Determinants of Job Satisfaction
satisfaction to extreme dissatisfaction. People hold

AN ANALYTICAL STUDY
The four key factors that affect the level of satisfaction Herzberg emphasizes that hygiene factor is not a second
one experiences are: class system. It is important for the motivators to avoid
1. Personality unpleasantness at work.
2. Values
3. Work situation According to Herzberg there are ten maintenance or
4. Social influence hygiene factors. Maintenance or hygiene factors are given
Table No.1
1. To identify the level of satisfaction of medical Table No.1: Hygiene Factors or Maintenance Factors
representatives based on identified factors. Sl. Hygiene Factors or Maintenance Factors
2. To determine whether there is a significant difference No.
in the job satisfaction of medical representatives based 1. Company policy and administration
on nature of appointment. 2. Technical supervision
3. To determine whether there is a significant difference 3. Inter personal relationship with supervisor
in the job satisfaction of medical representatives based 4. Inter personal relationship with peers
5. Inter personal relationship with subordinates
on designation
6. Salary
4. To determine whether there is a significant difference
7. Job Security
in the job satisfaction of medical representatives based 8. Personal life
on experience 9. Working conditions
10. Status
The identified factors for the purpose were:
1. Challenging Nature of Job, These factors are necessary to maintain a reasonable level
2. Job Specification and Skill Sets of satisfaction in employees.
3. Scope for Innovation and Meaning -full Task
4. Completion of The Task Motivational factors are intrinsic in nature and related to
5. Job Status the job. Herzberg developed six factors that motivate
employees. Motivational factors are given in Table No.2
Table 2: Motivational factors
2.1 Theories of Job Satisfaction Sl. No. Motivational factors
1. Achievement
Job satisfaction and motivation are closely related
2. Recognition
concepts. There are many theories of job satisfaction.
3. Advancement
These theoretical approaches to job satisfaction are
4. Work itself
contemporary. Theories of job satisfaction have a strong
overlap with theories of motivation. Hence theories of 5. Possibility of growth
motivation are at times treated as synonymous with 6. Responsibility
theories of job satisfaction. Both the theories help in
understanding various aspects of job satisfaction. The Any increase in these factors will improve the level of
current study is based on Herzberg’s theory which is satisfaction. He finally concluded that today’s
discussed here. motivational factors are tomorrow’s hygiene factors
because of the attar stop influencing the behaviour of
2.2 Herzberg’s Motivator- Hygiene theory(1) persons when they get them.
Frederic Herzberg’s and his associates developed the However, Herzberg’s theory is labelled with following
Motivator- Hygiene theory, commonly known as two criticism. They are
factor theory, in the late 1950 and early 1960. According 1. This theory basically explains job satisfaction, not
to Herzberg every worker has two set of needs or motivation
requirements, motivator need and hygiene need. The 2. Herzberg model is not applied in all conditions.
motivational factors are satisfiers or intrinsic in nature 3. This theory does not give importance to pay, status
and hygiene factors are dissatisfies extrinsic in nature. and interpersonal relations
Herzberg hypothesized relationship between motivator
need and hygiene need and job satisfaction: 3. RESEARCH METHODOLOGY
a. When motivator needs are met, workers will be
satisfied, when these needs are not met, workers will The study is based on medical representatives from the
not be dissatisfied Pharmaceutical industry of Kerala in India. Based on
b. When hygiene needs are met, workers will not be market share, 6 companies were chosen, 3 each from the
dissatisfied; when these needs are not met, workers domestic sector and foreign sector. One company from
will be dissatisfied. each sector did not respond and hence the 4 remaining
companies constituted the responding firms

The sample consisted of 384 medical representatives Table 3: Response on Nature of Job –Analysis based
drawn equally from the domestic sector and foreign on Nature of Appointment
sector. Thus 96 medical representatives from each Nature of Appointment
company were selected with due representation for south Nature of
Job Permanent Contract Total
zone, central zone and north zone in the State. Mean SD Mean SD
Challenging 4.027 0.6660 3.521 1.0387 3.9974
Satisfaction was measured on five-point scale and median Nature of 7 9 7 7
was used as a cut off to distinguished the Satisfied from Job
the dissatisfied, the hypotheses were tested using‘t’ test Job 4.030 0.7353 3.695 1.0195 4.0104
and ANOVA. Specificatio 5 5 7 7
n and Skill
4. RESULTS, ANALYSIS AND DISCUSSION Sets
Scope for 3.941 0.7183 4.087 0.5146 3.9505
4.1 Analysis of Job Satisfaction – Survey Results Innovations 8 7 1
and
Meaningful
Job satisfaction of medical representatives was assessed Task
on ‘nature of job’ and it was determined in terms of sub Completion 3.667 0.6741 3.695 0.5588 3.8568
factors. Analysis was undertaken to determine difference of The Task 6 7
based on nature of appointment, designation, experience. 4.008 0.8249 4.087 0.6683 4.0130
Job Status
3 2 1
4.2 Nature of Job Combined 3.975 0.4630 3.817 0.2948 3.9656
Mean 1 1 4 8
With regard to nature of job, the factors on which job Source: Primary Data
satisfaction was ascertained were ‘challenging nature of
job’, ‘job specification’ and ‘skill sets’, ‘scope for Test of Hypothesis
innovation and meaning full task’, ‘completion of the
task’ and ‘job status’ The result of ‘P’ value was .024 which is less than 0.05
and hence the null hypothesis is rejected. It implies that
4.3 Nature of Job- Analysis based on Nature of there is significant difference between permanent and
Appointment contract based medical representatives regarding
challenging nature of job. The mean value is different
It was observed that Job satisfaction was high on the all among permanent and contract medical representatives
the factors under nature of job as the average value was but not significant.
above three, the median. This was true for permanent
medical representatives and contract medical Hence, the hypothesis that there is a significant in the
representatives job satisfaction of medical representatives with regard to
nature of appointment based on nature of appointment
The factor on which job satisfaction was highest for is rejected.
permanent medical representatives were ‘job specification
and skill set’ (4.0305), the factor on which it was lowest Table 4: Nature of Appointment and Nature of Job – t
was ‘completion of the task’ (3.6670). Test
Nature of Mean t P
DF
With regard to contract medical representatives’ job Nature Appointment value value value
satisfaction was maximum on ‘scope for innovation and of Job Permanent 3.9751
382 2.384 .024
meaningful task’ and ‘job status’ (4.0870) respectively. It Contract 3.8174
was lowest for ‘job specification and skill set. Source: Primary data
‘Completion of the task’(3.6957) respectively.
4.4 Nature of Job- Analysis based on Designation
Overall mean was (3.9656). It was observed that job
satisfaction on the factor nature of job was high for both Job satisfaction was high on the all the factors under
permanent medical representatives and contract medical nature of job as the mean value was above three and
representatives. above the median. This was true for junior medical
representatives and senior medical representatives
However, it was even higher for permanent medical
representatives. The factor on which it was highest for The factor on which job satisfaction was highest for
permanent medical representatives was ‘job specification junior medical representatives was ‘scope for innovations
and skill set’ and for contract medical representatives it and meaning full task’ (3.9878). The factor on which it
was ‘ scope for innovation and meaningful task ’and ‘ job was lowest was ‘challenging nature of job’ (3.7317).
status’. The survey result are given in Table 3.

AN ANALYTICAL STUDY
With regard to senior medical representatives job nature of job. Mean score for this dimension to junior
satisfaction was maximum on ‘challenging nature of job’ medical representatives is 3.8927 and senior medical
(4.0695) It was lowest for ‘completion of task’(3.8377) . representatives are 3.9854 implying that these groups have
same view on the nature of job.
Overall mean was 3.9656, it can be inferred that job
satisfaction on the factor nature of job was high for both The result of p value shows that there is no significant
junior medical representatives and senior medical difference among senior and junior medical
representatives. However, it was even higher for senior representatives regarding challenging nature of job. The p
medical representatives (3.9854). The factor on which it value is (.102) is greater than 0.05 and the null hypothesis
was highest for junior medical representatives was ‘scope is accepted.
for innovations and meaning full task’ and for the senior
medical representatives it was ‘challenging nature of job’. Hence, the hypothesis that there is a significant in the
The survey results are given in Table 5. job satisfaction based on nature of job of medical
representatives with regards to designation is accepted.
Table 5: Response on Nature of Job- Analysis based
on Designation Table 6: Designation and Nature of Job – t test
Designation Mean t P
Nature of Designation DF
Junior Senior Nature of Values value value
Job
Mean SD Mean SD Total Job Junior MR 3.8927 -
382 .102
Challenging 3.7317 .80198 4.0695 1.03877 3.9974 Senior MR 3.9854 1.637
Nature of Source: Primary data
Job
Job 3.9146 .68855 4.0364 1.01957 4.0104 4.5 Nature of Job- Analysis based on Experience
Specification
and Skill
With regard to Job satisfaction, analysis was based on
Sets
Scope for 3.9878 .63817 3.9404 .51461 3.9505
experience is to be found that, it was high on all the
Innovations factors on nature of job for all experience group since the
and mean value was above three and above the median
Meaningful
Task The factor on which job satisfaction was highest for
Completion 3.9268 .43830 3.8377 .55880 3.8568 medical representatives having years of experience of less
of The Task than 5 was ‘job status ’(3.99). The factor on which it was
Job Status 3.9024 .57969 4.0430 .66831 4.0130 lowest was ‘job specification and skill set’ (3.75).
Combined 3,8927 .39151 3.9854 .47058 3.9656
mean With regard to medical representatives belonging to 5 to
Source: Primary Data 10 years of experience was ‘job specification and skill
set’ (4.14). The factor on which it was lowest was
Test of Hypothesis ‘completion of task’ (3.85).
The result of the t test shows that no significant difference
in mean score among different groups in the dimensions of
Table 7: Response on Nature of Job-Analysis based on Experience

Experience
Nature of Job <5 years 5'-10 years 11'-15 years 16-20 years 21-25 years >25 years
Total
Mean SD Mean SD Mean SD Mean SD Mean SD Mean SD
Challenging
3.83 0.66 4.01 0.74 4.30 0.67 3.95 0.50 3.73 0.63 3.33 0.82 3.99
Nature of Job
Job
Specification 3.75 0.94 4.14 0.79 3.88 0.46 4.32 0.53 4.14 0.35 3.33 0.82 4.01
and Skill Sets
Scope for
Innovations
and 3.95 0.70 4.10 0.70 4.00 0.46 3.87 0.52 3.00 0.93 3.33 .81 3.95
Meaningful
Task
Completion
3.98 0.60 3.85 0.65 3.72 0.62 3.77 0.66 3.73 0.98 4.83 0.41 3.86
of the Task
Job Status 3.99 0.57 3.90 0.98 4.12 0.73 4.25 0.81 4.09 0.61 4.17 0.41 4.01
Combined
3.90 0.45 4.00 .528 4.00 .334 4.03 .289 3.73 .446 3.79 .593 3.96
Mean

The factor on which job satisfaction was maximum for 16-20 40 4.03 .2896
.045
3.942 4.127
medical representatives having years of experience 11 to 7
15 was ‘challenging nature of job’ (4.30). The factor on 21-25 .095
22 3.73 .4467 3.538 3.934
which, it was ‘lowest was ‘completion of task’ (3.72). 2
>25 .242
6 3.80 .5933 3.177 4.422
years 2
The factor on which job satisfaction was highest for
38 .023
medical representative’s having16 to 20 years of Total 4
3.96 .4559
2
3.919 4.011
experience was ‘job specification and skill set’(4.32). The Source: Primary Data
factor on which it was lowest was ‘completion of task’
(3.77). 5. CONCLUSION
Job satisfaction was maximum for medical representative’s Job satisfaction was general observed among medical
having21 to 25 years of experience on ‘job specification representatives in Kerala. They were happy with the
and skill set’ (4.14). The factor on which it was lowest status the job conveyed for them, the skill set involved,
was ‘scope for innovation and meaningful task’ (3.00). the job specification prescribed, the challenging nature
and other job factors. This was true irrespective of nature
It was observed that job satisfaction was highest for of appointment, their designation and experience in the
medical representatives having greater than 25 years of organization.
experience on ‘completion task’ (4.83). The factor on
which it was lowest was ‘challenging nature of job’, ‘job Productivity and Job satisfaction need to be linked for
as per ability and qualifications’ and ‘scope to carry out further research and the outcomes need to be assessed
innovation and meaningful task’ (3.3333) respectively. separately. There is no doubt that satisfaction at work is
fundamental to peace of mind to apply your thought and
Overall mean was (3.96), it can be inferred that job energy on the best way to do the job.
satisfaction on the factor nature of job was high for
medical representatives belonging to all categories of 6. REFERENCES
experience. However, it was even higher for medical
representatives belong to 16-20 years of experience 1. Herzberg F, Mausner B, and Snyderman BB. (1959). “The
(4.03). It was highest was ‘job specification and skill set’. Motivation to Work”, 2nd ed., John Wiley, New York.
2. Locke EA. (1976). “The nature and causes of job
Result of the analysis given in Table 7. satisfaction”, In Dunnette MD. (Ed.). “Handbook of
industrial and organizational psychology”, pp. 1297-1349,
Test of Hypothesis Rand McNally, Chicago.
3. Spector P. (1997). “Job satisfaction: Application,
The result of ANOVA shows on experience and nature of assessment, causes and consequences”, Thousand Oaks,
Sage, CA.
job. The p value was (.058) is greater than 0.05 and null
hypothesis is accepted. Meaning that there is no significant • Bibliography
difference among the medical representatives categorized
on the basis experience with regard to challenging nature of 7. Pandey Ashish and Sharma Atul. (2015). Industrial
job. The mean score obtained shows that Medical Psychology, Global Academic Publishers and Distributors-
representatives of different educational background are not New Delhi
significant 8. Robbins Stephen P. (2002). Essentials of Organizational
Behavior, Prentice Hall of India, New Delhi.
Hence the hypothesis that there is no significant in the 9. Gareth R. Jones. (1995). Understanding and Managing
Organizational Behavior, Library of Congress.
job satisfaction of medical representatives with regard to
experience based on nature of job is accepted.
Table 8: Nature of Job –Experience ANOVA

95%
Confidence
Interval for
Std. Std.
Experie Mea Mean F P
N Deviati Err
nce n Low Uppe valu valu
on or
er r e e
Boun Boun
d d
.048
<5 Years 84 3.90 .4450 3.803 3.996
5
15 .042 2.15
5-10 4.00 .5289 3.918 4.086 .058
6 3 6
.038
11-15 76 4.00 .3346 3.928 4.081
3

Research Paper Ramya John et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 77-80 (2019)
A STUDY ON CONSUMERS BRAND PREFERENCES OF SELECTED FMCG PRODUCTS

WITH SPECIAL REFERENCE TO PALAKKAD DISTRICT
Ramya John1, Dr. P. Santhi2*

Department Of Commerce, Avinashilingam Institute Of Home Science And Higher Education For Women,
Coimbatore, TN, India.
Abstract
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that are sold
quickly and at relatively low cost. FMCG products fulfill the primary needs of consumers and are
usually small-ticket items that are necessary for most households. As income level continue to grow
more people are likely to shift to consumption of branded products and services. The customers in the
current scenario not only purchase the product based on the quality that it contains but they carefully
analyze it and then go for the purchase. The customers brand preferences and the reason for brand
switching and the factors that influence the purchase decisions important in the current scenario as
there are numerous choices replicates variants in every section of the products. In this context A study
on the Brand preferences of Selected FMCG products is carried out among the customers of Palakkad
District.
Keywords: Brand Preference, Brand Switching, Customer Satisfaction.
1. INTRODUCTION 1.1 Significance Of The Study
In this competitive scenario, the FMCG product market is In competitive market of FMCG products, there is a wide
growing like a money plant in this world. Apart from variety of alternatives and substitutes. The consumer
companies who are making huge profits from these evaluates each products depending upon past experience
products sources, these products are becoming one of the with the product and collects information about the
main ingredients in our day today life. products through advertisements etc and find out which
brand satisfies their needs. For this research, I have
So, the customer has to think and decide on the products chosen some of the selected brands among the various
which he is going to purchase because of the availability classes of FMCG products which are frequently
of the choices replicates variants in every section of the purchased based on the pilot survey conducted. The result
products. FMCG products fulfill the primary needs of of this study could serve as a major decision making tool
consumers and are usually small-ticket items that are to help managers to enhance the value of various brands
necessary for most households. As income level continue by focusing on consumer satisfaction.
to grow more people are likely to shift to consumption of
branded products and services. Hence, the growth trend is 1.2 Objectives Of The Study
likely to continue. This project consists of the response of • To understand the customers brand preferences of
different age group respondents who specifies their selected FMCG products and the extent of brand
predetermined factors which drives them while switching.
purchasing FMCG products. • To study factors affecting the purchase decision
regarding branded FMCG products
Through this study, it can be understood that the • To know the customers satisfaction towards FMCG
customers in the current scenario not only purchase the products.
product based on the quality that it contains. But they
carefully analyze it and then go for the purchase. 2. LITERATURE REVIEW
So, knowing the customers attitude and the factors they Kalakumari and Sekar (2013)(2) in their article entitled “A
consider while purchasing a product is important. So, this Study on Emotional Brand Loyalty towards Consumer
project studies about the factors considered by a Health Drinks”, point out that the brand loyalty on
consumer to select a brand and purchase an FMCG consumer health drinks, which was based on the
product. customer’s mindset, maintains that building a strong
brand involves a series of logical steps. Banumathy and

Hemameena (2006)(1) in their article entitled “A Study on 3.1 Limitations Of The Study
Analysis of Brand Preference of Soft Drinks in the Global • The result may not be absolute as there was bias in
Environment”, point out that the most of the consumers the opinion of respondents.
like the international brand and they compare and follow • The information collected cannot be applicable for
innovative improvements in the production of soft drinks all products.
in order to compete with the international brands. Narang • The respondent’s preference keeps changing from
(2006)(3) in his article entitled “A study on Branded time to time. Hence the time of study cannot be
Foods”, points out that a buyer does not stick to one brand treated as final at all times.
in case of food purchasing. And is able to recall different • The sample size has restricted to 100 respondents.
brand names when they go for purchase. Repetitive
advertising can be used to promote brand recall. 4. RESULT, ANALYSIS AND DISCUSSION
3. RESEARCH METHODOLOGY 4.1 Brand Preference and Brand Switching
3.1 Research design Based on the Pilot survey conducted the data has been
collected and analysed on six classes of FMCG products
The type of research carried was descriptive in nature. based on the frequency of purchase. It was found that the
Through this descriptive research, the investigator tries to most frequently purchased product is Soaps with Pears
find out consumers brand preference towards selected the most preferred and Patanjali the least preferred
FMCG products. brands. The frequency of purchase of all the products are
high as they prefer to purchase these products once in a
Sources of data: Primary Data for this study the data has week. As there is an increase in the income level most of
been made through Questionnaires. Secondary Data is the consumers prefer to buy branded products over
collected via., Business journals, web portals and books. unbranded products. Majority of the customers are not
ready to switch the brands as it became habitual and are
Population and Sample: The population selected for the satisfied with the products. The highest and least
survey includes customers who purchase different brands preferred brands are given in different classes of FMCG
of FMCG products for consumption in Palakkad District products and the products which are purchased at least
and a sample of 100 respondents through convenient once in a week are represented in the frequency of
sampling was taken for the study. purchase. The reasons for switching and non switching of
the brands are clearly depicted.
Analysis tools: Simple Percentage Analysis, Weighted
average method, Ranking method and Likert’s scale.
Table 1: Preference And Frequency Of Purchase Of Branded FMCG Products

FMCG
Products
Preference / Soaps Skin care Toothpaste Haircare Biscuits Detergent
Frequency of Powder
Purchase
Preference of Fmcg Products Pears (33%) Himalaya(50%) Colgate (40%) Himalaya Oreo (42%) Surf excel
Patanjali Nivea Oral B (33%) Patanjali (67%)
Fiama Di Wills Ghari Detergent
(6%) (7%) (3%) (3%) (0%) (0%)
Frequency of Purchase
(Always) 90% 40% 83% 40% 57% 74%
Table 2: Switching Of Brand can classified as Product factors and Psychological

Particulars Percentage Reason factors. Weighted Average method was applied on the
Quality (20%) Product factors and based on this, ranks has been assigned
Ready to Switch Brand 40% Satisfaction ( 12%)
Cost (6%) to the factors according to their importance.
More benefit (2%)
Habitual (25%) Mean value was used for analysis of Psychological
Not Ready To Switch 60% Satisfied ( 20%) factors based on five point scale, the Agreement towards
Brand Reosanable Price ( 10%)
Availability ( 5%)
opinion where considered when Mean value above 3 and
Disagreement when Mean value below 3.
4.2 Factors Influencing The Purchase Of The Brands
Since all the values are above 3 it means that all these
The study revealed that there are many factors that factors strongly influence the purchase of the preferred
influence the purchase of FMCG brands and such that, it brands.

A STUDY ON CONSUMERS BRAND PREFERENCES OF SELECTED FMCG PRODUCTS
WITH SPECIAL REFERENCE TO PALAKKAD DISTRICT
Table 3: Factors Influencing The Purchase Of Brands • It was found that the respondents are highly satisfied
Particul I II III IV V VI with their brands because it always meet their quality
ars
standards.
Product Qua Quant Price Image Advertis Promot
Factors lity ity ement ional
(Weight 21.28 12.67 12.47 Offers 4.5 Suggestions
ed 23.4 22.9 9.14 • The brands must be up-to-date with the use of
Average 2
)
techniques like introducing new varieties, regular
quality checkups, product modification, and the
Psychol Bett Relate Person Attractiv Meet change in the design of packages.
ogical er brand al e personal • The brand managers should focus on customer needs
Factors Rec with Satisfa Advertis Quality
(Mean all experi ction ement Standard
by observing their purchasing behavior.
Value) ence s • Growth of consumer awareness and exposure
through media and marketing will positively impact
4.06 3.96 3.75 3.67 3.66 market of FMCG products.
• The information provided by the marketers should be
4.3 Customer Satisfaction genuine and reliable.
• FMCG Companies should concentrate on eco-
As there are large number of alternatives and substitutes friendly and health friendly products as the customers
in FMCG products the companies are taking adequate are being green conscious these days.
measures to attain customer satisfaction. Quality products
at reasonable prices are made available to the customers 5. CONCLUSION
to satisfy their needs. The study revealed that majority of
the customers are satisfied with the FMCG products. The customer preference is changing frequently with the
changing needs, behavior, taste, purchasing style etc. they
have become highly sensitive about quality and price of
CUSTOMER SATISFACTION products. In order to survive and grow in such a market
situation, companies developed FMCG products, which
8% has become the main ingredient in our day today life. The
customers have to think and decide on the products which
Yes he is going to purchase because of the availability of
choices in brands in every section of the products and the
No
FMCG companies must fulfill their responsibilities by
92% designing, developing, producing, and launching new
brands. The brand purchase behaviour is built by the basic
fundamental blocks of brand awareness, brand
Chart 1: Customer Satisfaction Towards FMCG knowledge, brand price, quality, and brand image and this
Products result in brand satisfaction, brand trust, and brand loyalty.
Through this study, it was clear that the customers in the
4.4 Major Findings current scenario not only purchase products based on
• It is observed that most of the respondents opted quality, but they carefully analyze it and then purchases
branded products over unbranded products and it. So, knowing the customers brand preferences and
majority are not ready to switch their brands as it studying the factors they consider while purchasing a
become habitual and the others choose reduction in product is vital in this competitive world.
quality as their reason for switching.
• It is found that most of the respondents have been 6. REFERENCES
using the said brands for more than 2 years that
1. Banumathy and Hemameena. (2006). “Customer
indicates their brand loyalty.
satisfaction and customer preferences towards soft drinks”,
• Among different FMCG products, Soap was the most Total Quality Management & Business Excellence, Jul/Aug,
preferred with ‘Pears’ as the favorite brand. In Vol.19(7/8), ISSN No. 1478- 3363, pp.843-853.
toothpastes, ‘Colgate’ and in detergents, ‘Surf excel’ 2. Kalakumari T, and Sekar M. (2013). “A Study on Emotional
was preferred by most of them. Among variety of skin Brand Loyalty towards Consumer Health Drinks”,
care and hair care products, ‘Himalaya’ possessed the International Journal of Science and Research (IJSR), India
higher rank and in biscuits, ‘Oreo’ was opted as the Online ISSN: 2319-7064, Vol.2(2), pp.213-217.
best brand. 3. Narang R. (2006). “A study on branded foods”, Journal of
Indian Marketing, Vol.36(11), pp.3-9.
• It is observed that among the product factors ‘Quality’
was opted by many of the customers as the major • Bibliography
factor which stimulates them to purchase FMCG
products and among the Psychological factors ‘Better 4. Chithralekha H.Dhadhal. (2018) ‘Brand preferences of
recall’ and their ability to ‘Relate brand with their Consumers for selected Brands of FMCG Products-A study
experience’ proved to be the most influencing factor.

on Rajkot City’.RA Journal of Applied Research,,Vol 04,
pp.1708-1712.
5. Patil Pramod Hanmantrao (2017). ‘A study of Brand
preferences among Rural and Urban Consumers’. Research
Journal of Economics & Business Studies; Vol 06, p p.1-5.
6. Sherlekhar S.A. and Krishnamoorthy R. (2017) ‘Marketing
Management Concepts and Cases’ 14th Edition,Himalaya
Publishing House,New Delhi
7. Tariq, M. I., Nawaz, M. R., Nawaz, M. M., and Butt, H. A.
(2013) ‘Customer perceptions about branding and purchase
intention: A study of FMCG in an emerging market’,
Journal of Basic and Applied Scientific Research, Vol.3(2),
pp.340-347.

Research Paper B. Mirttika et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 81-85 (2019)
IMPACT OF ECONOMIC VALUE ADDED AND EARNINGS PER SHARE

ON SHARE PRICE
B. Mirttika1, Dr. G. Santhiyavalli2*

1
Department of Commerce, Avinashilingam Institute for Home Science and Higher Education for Women,
Coimbatore, T.N., India.
Abstract
Wealth maximization has become an important paradigm among the Indian corporate. It is necessary for
the companies to perform effectively and indulge in enhancing the return expected by the investors. The
traditional measures such as ROA, ROE, RONW, EPS etc., are not capable in exploring the true
profitability of the company. In this regard, the value based measures have attracted the attention of the
investors due to their ability to measure the shareholders wealth. EVA is one such internal performance
measure that helps in evaluating the company’s performance. The study aims to investigate the
relationship EVA and EPS with respect to share price. In order to accomplish the objective, a sample of
three listed companies from Indian Pharmaceutical industry was selected based on market
capitalization. Secondary data was collected for a period of ten years from 2008-09 to 2017-18and was
analyzed with the help of statistical tools such as correlation and regression. All the select companies
have created wealth in the form of increase in the EVA. EPS have a significant positive impact on the
share price of select pharmaceutical companies.
Keywords: Shareholder value, Economic value added, Share price, Earnings per share.
1. INTRODUCTION 1.1 Concepts Used in the Study
Apart from earning profit, the ultimate goal of every Economic value Added (EVA) - Economic Value Added
company is to enhance the value of the firm by creating is a revised version of Residual income concept. The term
shareholders wealth. There are several studies that has EVA was coined and popularized by Stern Stewart & Co,
focused in determining the best metric in evaluating the a US based consultancy firm in 1990. EVA is not only a
company’s performance. The empirical studies highlight financial performance measure, it also estimates the value
that there is no such accounting measure that explains the created by the company for its shareholders. In simple
variability in the shareholders wealth(1,4,6). words, EVA is the surplus of profits over and above the
cost of capital.
To overcome this limitation, Stern et al (1991) (7), came
out with a concept of Economic Value Added (EVA) Calculation of Economic Value Added (EVA)
which provides a unique insight into value creation. Apart EVA = NOPAT – (WACC * Invested Capital)
from EVA, there are several other value based measures
such as Market Value Added (MVA), Cash Value Added Where, NOPAT – Net Operating Profit After Tax
(CVA) and Total Shareholder Return(TSR) that has WACC – Weighted Average Cost of Capital
gained importance. → NOPAT = Profit After Tax + Interest * (1-
t)Where, “t” is the Effective tax rate
Since Economic Value Added is one such prominent → Invested Capital = Networth + Total debt
measure, it has been considered for the study. In India, → WACC = [(Ke * E / E+D )+ (Kd * D / E+D)]
only very few companies such as Infosys, HUL, Pidilite → Cost of equity (Ke) -Under CAPM, Cost of
are disclosing EVA in their annual reports. Most of the equity is given by,
listed companies donot disclose EVA since there is no Ke = Rf + β (Rm-Rf)
strong evidence to support that the EVA system works in Where, Rf – Risk free rate(10 year government
India(5). bond yield was considered)
Rm – Market return (Current price –
Therefore, it is an essential requirement to examine Yesterday’s price / Yesterday’s price)*100
whether EVA is a better reflector of shareholder value. –(BSE 100 was considered as market return)
Hence, an effort is made to study the effect of EVA and β–Covariance (Stock return, Market return) /
EPS of select pharmaceutical companies. Variance (Market return)

→ Cost of Debt (Kd) – Kd = Interest * (1-t) / traditional measures. Kumar and Subramanyam (2017) (2)
Beginning total borrowings revealed EVA as a better predictor in creating value to the
shareholders in relation to stock market returns.
• Earnings per Share (EPS)
Earnings per share is a financial measure that 3. RESEARCH METHODOLOGY
indicates the profitability of the company.Higher the EPS,
better is the profitability.EPS is calculated by, The financial variables such as EVA and EPS were
EPS = Net profit / Average outstanding shares compared with Share prices of Pharmaceutical companies
in order to investigate the Stern Stewart’s claim on EVA
1.2 Objectives of the study as a better indicator of shareholders wealth. For this
purpose, secondary data has been taken from Capital Line
The study focuses on the following objectives: database and also from other authentic websites of BSE
• To ascertain EVA of select pharmaceutical companies and RBI. Based on market capitalization as on 31 st March
for the period (2008-2009 to 2017-18). 2018, a sample of three leading Pharmaceutical
• To analyze the impact of EVA and EPS with respect companies were selected. The study covered a period of
to Share prices of select companies. 10 years from (2008-09 to 2017-18).
1.3 Hypotheses 3.1 Limitations of the study
H1: EVA has an impact on Share price The study is limited to three companies of pharmaceutical
H2: EPS has an impact on Share price. industry. The results may vary if a large sample is taken.
2. LITERATURE REVIEW 4. RESULTS, ANALYSIS AND DISCUSSION
Ray (2014)(3) investigated a sample of 36 Nifty The present section focuses on measuring the value
companies and argued that there is no relation between created by the pharmaceutical companies, through EVA.
EVA and stock market performance. Vijayakumar
(2012)(8) made an attempt to examine the relationship The study aims to identify the influence of EVA and EPS
between EVA and traditional accounting measures in on share price by adopting various statistical tools such as
Indian automobile industry. The results prove the ability correlation and regression.
of EVA in measuring the market value over the
Table 1 - EVA, EPS and Share price of Cipla Ltd during 2008-2009 to 2017-2018
Period NOPAT Invested Capital WACC EVA EPS Share price
(Rs. Crs) (Rs. Crs) (in %) (Rs. Crs) (Rs.) (in Rs.)
2008-2009 821.83 4287.30 0.06 578.76 9.65 205.80
2009-2010 1104.59 5282.02 0.17 225.13 13.14 286.33
2010-2011 971.17 5910.19 0.06 628.85 11.5 329.94
2011-2012 1145.02 7066.37 0.06 694.83 13.67 312.76
2012-2013 1532.12 7613.35 0.05 1139.25 18.43 361.74
2013-2014 1485.96 9903.84 0.08 706.39 16.95 402.11
2014-2015 1285.43 11064.06 0.10 190.35 14.3 550.54
2015-2016 1585.62 12666.21 0.04 1054.07 18.2 634.04
2016-2017 1007.14 13380.48 0.08 413.87 12.12 552.36
2017-2018 1477.66 13375.72 0.05 860.82 18.24 577.23
Average 1241.65 9054.95 0.07 608.17 14.62 421.28
Minimum 821.83 4287.30 0.04 190.35 9.65 205.80
Maximum 1532.12 13380.48 0.17 1139.25 18.43 634.04
Source: Computed data
Table 1 portrays EVA, EPS and Share price of Cipla Ltd 2015. Highest value of EVA was at Rs.1139.25 crores
during 2008-2009 to 2017-18. The company recorded during the year 2012-2013. On an average, the company
fluctuating trend of EVA during the study period. EVA is has created Rs.765.33 crores in excess of it cost of
found to be positive and it implies that the company has capital. The average EPS was at Rs.14.62 and the average
created value for its shareholders. Yet, there was a sudden share price of Cipla Ltd was Rs.421.28 during the study
decline in EVA to Rs.190.35 crores during the year 2014- period.

ON SHARE PRICE
Table 2 - EVA, EPS and Share price of Biocon Ltd during 2008-2009 to 2017-2018
Period NOPAT Invested capital WACC EVA EPS Share price
(Rs.in Crs) (Rs.in Crs) (in %) (Rs.in Crs) (in Rs.) (in Rs.)
2008-2009 116.62 1471.13 0.05 43.34 5.08 261.27

2009-2010 250.15 1537.88 0.24 -119.05 12.05 236.95
2010-2011 460.19 1757.14 0.04 397.63 22.51 346.53
2011-2012 256.93 2184.00 0.04 162.35 11.97 322.34
2012-2013 276.65 2321.40 0.04 186.86 12.51 260.04
2013-2014 325.11 2445.50 0.08 140.47 15.37 355.40
2014-2015 361.87 2669.30 0.10 102.90 17.91 458.91
2015-2016 369.85 2801.40 0.04 255.24 17.90 462.40
2016-2017 522.98 6466.70 0.08 13.10 25.96 868.69
2017-2018 239.28 6763.90 0.03 20.26 3.98 568.05
Average 317.96 3041.84 0.07 120.31 14.52 414.06
Minimum 116.62 1471.13 0.03 -119.05 3.98 260.04
Maximum 522.98 6763.90 0.24 397.63 25.96 868.69
Table 3 - EVA, EPS and Share price of Dr. Reddy’s Laboratories Ltd during 2008-2009 to 2017-2018
Period NOPAT Invested Capital WACC EVA EPS Share price
(Rs.in Crs) (Rs.in Crs) (in %) (Rs. in Crs) (inRs.) (inRs.)
2008-2009 581.97 5274.10 0.06 280.90 32.25 534.41
2009-2010 858.58 5899.40 0.14 400.50 48.25 919.68
2010-2011 901.81 6477.80 0.06 489.20 50.98 1501.17
2011-2012 962.54 7581.80 0.06 863.10 51.57 1583.19
2012-2013 1309.82 8280.70 0.07 753.31 71.98 1740.46
2013-2014 1994.46 9916.00 0.08 1242.67 110.51 2353.24
2014-2015 1731.42 12033.40 0.09 694.41 94.48 2984.43
2015-2016 1426.84 13835.40 0.05 782.45 80.56 3536.74
2016-2017 1435.36 15287.10 0.07 348.42 83.48 3080.69
2017-2018 617.98 14059.20 0.05 -31.18 34.15 2389.83
Average 1182.08 9864.49 0.07 582.38 65.82 2062.39
Minimum 581.97 5274.10 0.05 -31.18 32.25 534.41
Maximum 1994.46 15287.10 0.14 1242.67 110.51 3536.74
Table 2 depicts the EVA, EPS and Share price of Biocon created certain value for its shareholders. The average
Ltd. The company has recorded a positive EVA except EPS reported by the company is at Rs.65.82 and average
for the year 2009-2010. Biocon Ltd registered a share price is at Rs.2062.39 during the study period.
fluctuating EVA and it was highest during 2010-2011
with the value of Rs.397.63 crores. In 2009-10, EVA of 4.1 Results of Correlation
the company was negative at Rs.-119.05 crores implying
erosion in the shareholder value. Besides, the average To examine the association between EVA, EPS and Share
EVA of the company is found to be at Rs.120.31 crores. Price of Pharmaceutical companies, Pearson correlation
There was a decline in EVA during 2016-17 and 2017-18. was used.
The average share price and EPS of the company
isRs.414.06 and Rs.14.52 respectively during the period Table 4 - Multiple Correlation analysis of Cipla Ltd
of study. EVA Share price EPS
EVA 1
Table 3 points out that Dr.Reddy’s Laboratories Ltd has
Share 0.029 1
created value for its shareholders during 2008-2009 to
price
2016-17.However, it has failed to create value during
2017-2018 with a negative EVA of Rs.-31.18. The EPS 0.658* 0.565** 1
highest amount of EVA was recorded during the year Source: Computed data
2013-2014 at Rs.1242.67. While taking into account the *. Correlation is significant at the 0.05 level (2-tailed).
average EVA of Rs.582.38 crores, the company has **. Correlation is significant at the 0.10 level (2-tailed).

The results of correlation presented in Table 4reveals that Variables B
there is no significant relationship between EVA and
share price of Cipla Ltd. EPS and Share price is positively (Constant) 12.169 215.95 .056 .957
correlated with 56.5 per cent at 10 per cent level of 8
significance. Also, EVA and EPS is significantly X EV -0.051 0.090 - - 0.587
correlated with 65.8 per cent at 5 per cent significance 1 A 0.19 0.57
level. 9 0
X EPS 30.662 16.208 0.66 1.89 0.100
3 2
Table 5 –Multiple Correlation analysis of Biocon Ltd 2
EVA Share price EPS a. Dependent Variable: Share price b. Predictors:

EVA 1 (Constant), EPS, EVA
Share -0.154 1
price Table 7 highlights the results of multiple regression
EPS 0.392 0.478 1 analysis of Cipla Ltd. The analysis was done taking Share
Source: Computed data price as the dependent variable and EVA and EPS as the
independent variables. It is evident that EPS of Cipla Ltd
Table 5 describes the correlation results of Biocon Ltd for was found to have significant positive impact on the
the period 2008-09 to 2017-18. There is a lack of dependent variable share price. The variable EPS explains
significant correlation between EVA, EPS and share 34.9 percent variations in share price, as the R square
prices. This indicates that both EVA and EPS does not stood at 0.349. The following multiple regression
have any effect with share price of the company. equation of Cipla Ltd was arrived
Y (Share price) =12.169 +30.662 X2
Table 6 – Multiple Correlation analysis of Dr.Reddy’s
Laboratories Ltd Table 8 - Multiple Regression Analysis of Biocon Ltd
F: 2.026 R = Standar Beta t Significa
EVA Share price EPS P: 0.202b 0.606a d Error nt
R
EVA 1 Square
= 0.367
Share 0.217 1 Adjuste
price d R
EPS 0.737* 0.664* 1 Square
= 0.186
Source: Computed data *. Variables B
Correlation is significant at the 0.05 level (2-tailed). (Constant) 224.18 132.04 1.69 .133
0 9 8
Table 6 points out the correlation between EVA, EPS and X EV -0.537 0.434 - - 0.257
Share prices of Dr. Reddy’s laboratories Ltd. EVA and 1 A 0.40 1.23
EPS is highly correlated with 73.7 per cent at 5 per cent 4 5
level of significance. It is evident that, EVA is not X EPS 17.518 8.998 0.63 1.94 0.093
7 7
correlated with share price of the company. Besides, EPS 2
is positively correlated with share price (66.4 per cent) at a. Dependent Variable: Share price b. Predictors:
5 per cent level of significance. This shows that EPS has a (Constant), EPS, EVA
significant impact on share price of the company.
Table 8 illustrates the results of multiple regression
4.2 Multiple Regression Analysis between the dependent variable share price and the
independent variables EVA and EPS of Biocon Ltd. The
Multiple regression analysis was performed to identify results highlight that EPS have a significant positive
the influence of the select independent variables such as impact on the dependent variable share price of Biocon
EVA and EPS on the dependent variable Share price. The Ltd. The variable EPS accounts for about 36.7 percent
results of Cipla Ltd, Biocon Ltd and Dr. Reddy’s variations in share price, as the R square stood at 0.367.
Laboratories ltd are presented below: Hence the derived equation is
Y (share price) = 224.180+17.518 X2
Table 7 - Multiple Regression Analysis of Cipla Ltd
F: 1.875 R = Standar Beta t Significa Table 9 - Multiple Regression Analysis of Dr. Reddy’s
P: 0.223b 0.591a d Error nt laboratories Ltd
R F: 5.302 R = Standar Beta t Significa
Square P: 0.040b 0.776a d Error nt
= 0.349 R
Adjuste Square
d R = 0.602
Square Adjuste
= 0.163 d R
Square
= 0.489

ON SHARE PRICE
Variables B • EPS have a significant positive impact on Share price

of Dr.Reddy’s Laboratories Ltd. The variable EPS
(Constant) 320.61 624.96 .513 .624 accounts for 60.2 percent of variations in share price,
6 9 as R square at 0.602. Hence the derived equation is Y
X EV -1.614 0.956 - - 0.135 (share price) = 320.616 + 40.743 X2
1 A 0.59 1.68
5 8
X EPS 40.743 13.030 1.10 3.12 0.017 5. CONCLUSION
2 2 7
a. Dependent Variable: Share price b. Predictors: In the recent times, the value based measures grabs the
(Constant), EPS, EVA attention of the investors due to its ability to measure the
shareholder value. EVA is a widely accepted value based
Table 9 highlights the results of multiple regression measure, through which the companies’ performance is
analysis between the dependent variable share price and measured in terms of wealth creation. It is evident that the
the independent variables EVA and EPS. It is noted that sample pharmaceutical companies have created value to
EPS have a significant positive impact on the dependent their shareholders in terms of EVA. The study is an
variable share price of Dr, Reddy’s Laboratories Ltd. The attempt to understand the relationship between EVA and
variable EPS explains 60.2 percent variations in share EPS on share price of pharmaceutical companies. The
price, as R square is at 0.602. The derived equation is results revealed that earnings per share have a significant
Y (share price) = 320.616 + 40.743 X2 impact on the share price of the select companies. All the
companies has created wealth to the shareholders as EVA
4.3 Findings was found to be positive. Therefore, firms can employ
EVA as a true performance measure of the company. The
The study has made an attempt to identify the relationship concept of EVA is extensively used in advanced countries
between EVA, EPS with share price of pharmaceutical like USA. Majority of the companies in India have not
companies. The findings of the study are presented as disclosed EVA in their annual reports, since it is not
follows: mandatory. EVA being an efficient internal performance
• The pharmaceutical companies has created value for measure, the company should disclose EVA in order to
assess the real performance of the company.
their shareholders which is measured through EVA.
Cipla Ltd recorded a positive EVA throughout the
6. REFERENCES
study period.
• Biocon Ltd has created value for its shareholders 1. Chen S, and Dodd JL. (1997). “EVA: an empirical
except during the year 2009-10. examination of a new corporate performance measure”,
• Dr.Reddy’s laboratories ltd except in the year 2017-18 Journal of Managerial Issues, Vol.9, pp.318-333.
has created value to its shareholders. 2. Kumar and Subramanyam. (2017). “Shareholders value
• The results of correlation showed that EPS and Share analysis: EVA and MVA in relation to stock market returns
price of Cipla Ltd is positively correlated with (56.5 with reference to Indian cement Industry”, IOSR
per cent) at 10 per cent level of significance. Also, International Journal of Economics and Finance, Vol.8(3),
pp.15-19.
EVA and EPS is significantly correlated with (65.8
3. Ray (2014). “EVA as a financial metric: the relationship
per cent) at 5 per cent significance level. between EVA and stock market performance”, European
• Lack of significant correlation exists between EVA, Journal of Business and Management, Vol. 6(11) pp. 105-
EPS and share price of Biocon Ltd. 114.
• Dr.Reddy’s laboratories recorded a positive 4. Rogerson WP. (1997). “Intertemporal Cost Allocation and
significant correlation between EPS and Share price Managerial Investment Incentives: A Theory Explaining the
with (66.4 percent) at 5 per cent level of significance Use of Economic Value Added as a Performance Measure”,
and EVA and EPS is highly correlated (73.7 per cent) Journal of Political Economy, Vol.105(4), pp.770-795.
5. Sarkar P. (2011). “Disclosures in corporate annual reports: a
at 5 per cent significance level.
case study of some selected public limited companies in
• The results of multiple regression of Cipla Ltd showed India”, The Chartered Accountant, October, Vol.60(4),
that the variable EPS have a significant positive pp.64–70.
impact on the dependent variable share price. EPS 6. Sharma A, and Kumar S. (2010). “Economic Value Added
explained 34.9 percent variations in share price, as the (EVA) - Literature Review and Relevant Issues”,
R square stood at 0.349. The following multiple International Journal of Economic and Finance, Vol.2(2),
regression equation of Cipla Ltd was arrived. Y pp.200-220.
(Share price) =12.169 +30.662 X2 7. Stern JM, Stewart GB, and Chew DH. (1991). “The EVA
Financial Management System”, Journal of Applied
• In the case of Biocon Ltd, EPS showed a significant
Corporate Finance, Vol.8(2), pp.32-46.
positive impact on the dependent variable share price. 8. Vijayakumar. (2012). “Economic Value Added and other
The value of R square (36.7 percent) shows the extent accounting performance indicator – An empirical analysis of
of variation with share price. The multiple regression Indian automobile industry”, International Journal Of
equation of Biocon Ltd is Marketing And Technology, Vol.2(3), pp.131-153.
Y (share price) = 224.180+17.518 X2

Research Paper S. Sangamithra et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 86-91 (2019)
A STUDY ON NON-PERFORMING ASSETS OF SELECT SCHEDULED

COMMERCIAL BANKS
S. Sangamithra1, Dr. G. Santhiyavalli2*

1
Abstract
Banking sector plays a significant role in the growth of the economy. The major issue currently faced by
the scheduled commercial banks is growing Non-Performing Assets (NPAs). The high level of NPA
implies that the banks have a large number of credit defaulters that ultimately upset the profitability and
liquidity of the banks. Non-performing assets is an indicator to judge the soundness of the banking
system. Accordingly, a sample of five public sector banks was selected. An attempt has been made to
study the current scenario of NPAs and to measure the level of NPAs & recovery of NPAs through
different channels.
Keywords: Non-performing assets, Profitability, Banks, Credit defaulters.
1. INTRODUCTION Sub-standard assets: Sub-standard assets are those

assets which remained NPA for a period less than or
Financial sector plays a vital role in the health of an equal to 12 months from the due date.
economy. Growth and sustainability of banks are the Doubtful assets: An assets would be classified as
essential part for the development of the nation. The doubtful if it has remained sub-standard category for a
banks primary functions are mobilization of savings and period of 12 months from due date.
lend the same amount in the form of advances. Thus, the Loss assets: A loss asset is an asset where the loss has
asset quality has a major role in the bank’s financial been identified by the banks internal or external auditor or
system. The quality of asset exposes the banks through inspection, but the amount has not been written
creditworthiness and efficiency in the allocation of off wholly or partially. An asset will become loss, if the
resources to various sectors. It helps to reveal the overall doubtful asset exceeds the period of 3 years from the due
financial condition of the banks. In 1991, the Narasimham date.
Committee recommended various measures to strengthen
the banking system. As a result, an asset is considered as Table 1: Asset Classification and Provisioning Norms
NPA, if the debtor fails to pay principal/interest for a of NPAs
period of 180 days and reduce the substandard category Type of Interval Provisions
of NPA from 24 months to 18 months. From March 1995, Asset period
NPA is an asset, which remains unpaid for a period of 90 Standard On time 0.40% of standard assets
days from the due date and 18 month sub-standard assets collectable
assets
category is deducted to 12 months. At present, the
Sub- less than or 15% of total outstanding
growing NPAs are the major challenge faced by the
standard equal to 12
banking sector. They are struggling to recover the NPAs. assets months from
It impacts by lowering profitability, liquidity and return due date.
on investments. According to the reported statistics, the Doubtful Remain
amount of public sector banks NPA increased by Rs.6.2 assets substandard
lakh crores between March 2015-18. There is a necessity category for
to the banks to address the issue of increasing NPA to 12 months
progress the growth of the banking sector. from due date.
Up to 1 year 100% for secured and 25% for
1.1 Classification Of Assets unsecured portion
1 to 3 years 100% for secured and 40% for
unsecured portion
Standard Assets: Standard assets are those assets which More than 3 100% for secured and 100% for
generate income and do not carry any problem in years unsecured portion
repayment of interest and principal. We consider these Loan Written off 100% for both secured and
assets as performing assets. assets and unsecured portion

COMMERCIAL BANKS
uncollectable DRT Act: DRT (Debt Recovery Tribunal) were set up

assets under The Recovery of Debts due to Banks and Financial
Source: dbie.rbi.org.in Institutions Act, 1993. DRT has been authorized to decide
on cases which have advance of above Rs.10 lakhs. The
1.2 Non-Performing Assets recovery amounts which are below Rs.10 lakh are sent to
civil court and not consider under DRT Act.
An asset, including a leased asset, becomes non- SARFAESI Act: SARFAESI (Securitization and
performing assets when it ceased to generate income for Reconstruction of Financial Assets and Enforcement of
the banks. Securities Interest) Act 2002, aims for realization of
interest due without the intervention of court or tribunal.
An advance is considered as NPA based on the following This act only deals with three aspects. i.e. Securitization,
criteria: Asset Reconstruction and Security Enforcement. This Act
• Interest or principal remain overdue for a period of does not apply to unsecured loans, loans valued below
more than 90 days in respect of term loan. Rs.100000 and the loans where the remaining principal
• The account remains ‘out of order’ more than 90 days due is less than 20% of the advances. It helps to reduce
in case of an Overdraft/Cash Credit. the level of lenders risk.
• The bills remained unpaid for a period of more than Insolvency and Bankruptcy Code: IBC (Insolvency and
90 days in the case of bills purchased and discounted. Bankruptcy Code), 2016 has been introduced by
• The amount of principal or interest remains overdue government of India to boost up the recovery of NPAs.
for a period of two crop seasons in case of short The rates of recovery through the existing channels were
duration crops. declined over the period. To resolve the disputes and to
• The installment of principal or interest remains find solution to recover non-performing assets, the IBC
overdue for one crop season in case of long duration resolution process has been enacted. It empowers the
crops. creditor to deal stressed assets in a transparent and time
• The amount of liquidity facility remains due for a bound manner. It is expected to result better recovery as
period of more than 90 days, in respect of a compare to existing mechanism.
securitization transaction as on dated February 1,
2006. 2. LITERATURE REVIEW
1.3 Causes Of Non-Performing Assets Bhardwarj and Chaudhary (2018)(1) carried a study on
Non-performing assets of commercial banks and its
The following are the main reasons for growing NPAs. recovery in India. It shows that the bank has to scrutinize
• Willful default by the borrowers. i.e., they are able to the reason for increased NPAs and among various
repay but purposively not paying their debt. channels SARFAESI Act has a high impact on recovery
• Diversifying funds for some other purpose than the of NPA. It is suggested that Government of India has to
real intention mentioned in loan document. take steps to solve the problem of NPAs.
• Poor credit appraisal system and debt management
Sukul (2017) (3) conducted a study to analyze the
leads to massive increase in NPAs.
performance of select private sector banks. The study was
• Absence of regular industrial visit by the officials to
concluded that all the select banks have a positive
follow the debtors’ activities regarding the usage of
correlation between net profit and gross profit except
loan amount.
Axis bank.
• Political pressure from corporate side for sanctioning
loan. Rathore (2016)(2) carried a study to understand the impact
• Change in government policies. For example, of non-performing assets on Indian banking industry. The
prohibiting plastic bags affects that particular industry result outlines the reason for increasing NPAs and
and has more chance of raising bad debts. suggestions were given to handle the NPA problem. They
• Absence of management to monitor the customers’ concluded that failure of Credit appraisal system and loan
loan account and delay in decision making to recover monitoring is the main cause for raising NPAs.
the amount.
1.4 Recovery Channels of NPAs
The present study is analytical in nature and based on
The following are the difference channels for the recovery secondary data. The required data were collected from
of non-performing assets. various sources i.e., RBI website, Reports on Trends and
Lok Adalats: Lok Adalats were constituted under the Progress of Banking in India, Newspapers and Journals.
Legal Service Authority Act, 1987. It was set up to help Sample of five Pubic Sector Banks were selected based
the banks to settle the disputes which are in “doubtful” on their higher level of NPA in 2017-2018. Accordingly,
and “loss” category with an outstanding balance of Rs.20 Sample includes Punjab National Bank (Rs. 487 billion),
lakhs. IDBI bank (Rs. 286 billion), Bank of India (Rs. 282
billion), Union Bank of India (Rs. 243 billion), Bank of

Baroda (Rs. 234 billion). The study covers the period of Table 3: Net NPA to Net Advances of select Scheduled
six consecutive years from 2012-2013 to 2017-2018. Commercial banks during 2012-13 to 2017-18 (in %)
2012 2013 2014 2015 2016 2017 Averag
3.1 The study focuses on the following objectives -13 -14 -15 -16 -17 -18 e
Punjab 2.35 2.85 4.06 8.61 7.81 11.2 6.15
• To understand the current scenario of the NPAs of Nationa 4
scheduled commercial banks. l Bank
• To measure the asset quality of select scheduled IDBI 1.58 2.48 2.88 6.78 13.2 16.6 7.27
Bank 1 9
commercial banks.
Bank of 2.06 2.00 3.36 7.79 6.90 8.28 5.07
India
3.2 Limitations of the study Bank of 1.28 1.52 1.89 5.06 4.72 5.49 3.33
• The study is confined to only five public sector banks Baroda
and covers only six financial years. Union 1.61 2.33 2.71 5.25 6.57 8.42 4.48
Bank of
• The study is limited on secondary data. India
Source: Complied and calculated from published data
Net NPA to net advances is an indicator to reflect the
The study focuses to evaluate the NPAs of select quality of loans made by the banks. It is measured to
scheduled commercial banks for the past six years from assess the overall quality of banks assets. Greater ratio
2012-2013 to 2017-18. To determine the financial shows increasing bad quality of loans and it would have
condition of the select banks objectives are framed and impact on profitability of banks.
ratios were presented in the following headings.
• Net NPA to Total Assets Table 3 shows the increasing trend during the study
• Net NPA to Net Advances period. Due to increase in term loan IDBI bank has
• Total Investment to Total Assets highest ratio of 16.69 per cent and followed by Punjab
• Movements of percent change in Net NPAs. National Bank 11.24 per cent in 2017-18. During first3
year period the rate of change in ratio was lower from
Additionally, various recovery channels of NPA and 1.28 to 4.06 percent. In the last three years the ratio raised
Prompt Corrective Action (PCA) were studied to at higher level in between 4.72 and 16.69 per cent.
understand the scenario of the banks and the results are
discussed below. Table 4: Total Investment to Total Assets of Select
Scheduled Commercial banks during 2012-13 to 2017-
Table 2: Net NPA to Total Assets of Select Scheduled 18 (in %)
Commercial banks during 2012-13 to 2017-18 (in %) 2012 2013 2014 2015 2016 2017 Averag
2012 2013 2014 2015 2016 2017 Averag -13 -14 -15 -16 -17 -18 e
-13 -14 -15 -16 -17 -18 e Punjab 25.62
Punjab 1.51 1.80 2.55 5.30 4.45 6.35 3.68 Nationa 27.1 26.1 24.8 23.6 25.9 26.1
Nationa l Bank 2 1 2 4 0 2
l Bank IDBI 30.6 31.5 27.3 24.7 25.6 26.1 27.67
IDBI 0.96 1.49 1.68 3.90 6.96 8.17 3.86 Bank 1 0 9 7 5 1
Bank Bank of 20.9 19.9 19.3 19.4 20.3 22.4 20.40
Bank of 1.31 1.29 2.18 4.58 4.03 4.16 3.00 India 0 2 6 3 4 2
India Bank of 22.1 17.6 16.3 17.9 18.6 22.6 19.23
Bank of 0.77 0.92 1.13 2.89 2.60 3.26 1.93 Baroda 9 1 4 4 6 6
Baroda Union 24.38
Union 1.07 1.51 1.81 3.45 4.15 4.96 2.83 Bank of 25.8 26.4 22.0 21.9 24.7 25.2
Bank of India 5 3 7 6 2 6
India Source: Complied and calculated from published data
Source: Complied and calculated from published data
Total Investment to Total Assets ratio is used to know the
Net NPA to Total Assets ratio shows the efficacy of better utilization of assets in investment. Lower ratio
banks in assessing credit risk. The ratio helps to know the implies that the banks are focuses more on operational
proportion of total assets, which are blocked in NPAs. activities than other activities. Table 4 reveals the
Lower ratio indicates that the assets were used more proportion of Total Investments to Total Assets. Among
effectively for the performance of the banks. the all select banks, the ratio of Punjab National Bank has
highest of 26.12 per cent and followed by IBDI bank
Table 2 shows the NPAs as percentage of Total assets of 26.11 percent. Bank of Baroda has lowest ratio of 16.34
select banks. Among the select banks ratio IDBI has per cent. It was found that the select banks are in
found to be highest of 8.17 per cent and followed by fluctuating trend during the study period.
Punjab National Bank 6.35 per cent. Bank of Baroda is
found to be least at 3.26 per cent. NPA as percentage of Table 5 shows the movement of Net NPAs of the select
Total assets of all banks shows increasing trend during banks. It is to measure the movement of current year net
the study period. IDBI bank has the highest average of NPAs with the previous year net NPAs. Punjab National
3.86. Bank has ratio of 55.25 percent, due to scam which is

COMMERCIAL BANKS
highly increased to 130.07 per cent in 2015-16. IDBI ) 2) 4) 36) 3) 2)

bank ratio increased from 22.14 per cent to 144.36 per Bank 5947. 7417 13517 27996 25305 28207
of 31 .22 .57 .4 .03 .27 46.43
cent. Punjab National Bank, Bank of India, Bank of India (62.6 (24.7 (82.2 (107. (- (11.4
Baroda has negative sign in 2016-17 and again it screens 5) 2) 5) 11) 9.61) 7)
positive sign in 2017-18. The table reveals that the major Bank 4192. 6034 8069. 19406 18080 23482
change in Net NPA happened in 2015-16. of 03 .76 49 .46 .18 .65 68.80
Baro (171. (43.9 (33.7 (140. (- (29.8
da 57) 6) 2) 49) 6.83) 8)
Table 5 Movement of Percent Change in Net NPAs Unio
of Select Scheduled Commercial banks during 2012-13 n 3353. 5340 6918. 14025 18832 24326 44.30
to 2017-18 (in %) Bank 37 .25 97 .94 .1 .31
2012- 2013 2014- 2015- 2016- 2017- Aver of (10.8 (59.2 (29.5 (102. (34.2 (29.1
13 -14 15 16 17 18 age India 5) 5) 6) 72) 7) 7)
Punja Source: Complied and calculated from published data
b 7236. 9916 15396 35422 32702 48684 54.34 Note: figures in parentheses shows the percent change in
Natio 5 .99 .5 .56 .1 .29 NPAs after considering additions and reductions during
nal (62.4 (37.0 (55.2 (130. (- (48.8
Bank 6) 4) 5) 07) 7.68) 7) the year.
IDBI 3100. 4902 5992. 14643 25205 28665
Bank 36 .3 52 .39 .8 .14 52.85
(6.51 (58.1 (22.2 (144. (72.1 (13.7
Table 6: Recovery of NPAs of Scheduled Commercial Banks through Various Channels during 2012-13 to
2017-18 (Rs. in billion)
No of cases Amount Involved Amount recovered
Yea SARFAE IB DR SARFAE IB Tota Lo DR SARFAE IB Tota
r Lok DRT SI C Total Lok T SI C l k T SI C l
2012
- 1340 104463 4 44 185 233
2013 840691 8 190537 6 66 310 681 1057 (6) (14) (27) (22)
2013
- 163695 2825 185592 14 53 253 320
2014 7 8 190707 2 232 553 953 1738 (6) (10) (27) (18)
2014
- 295831 2200 315567 10 42 256 308
2015 3 4 175355 2 310 604 1568 2482 (3) (7) (16) (12)
2015
- 445663 2453 465475 32 64 132 228
2016 4 7 173582 3 720 693 801 2214 (4) (9) (17) (10)
2016
- 215289 2890 226191 105 38 164 78 280
2017 5 2 80076 37 0 8 671 1131 - 2860 (4) (24) (7) - (10)
2017 49
- 331789 2955 343947 133 18 72 265 (49 404
2018 7 1 91330 701 9 457 3 1067 99 2857 (4) (5) (24) ) (14)
Source: dbie.rbi.org.in, Report on Trend and Progress of Banking in India
Note: figures in Parentheses denotes the amount recovered as percent of amount involved
Table 6 portrays the recovery of NPAs of Scheduled 4.2 Prompt Corrective Action (PCA)
Commercial Banks through different channels. The
number of cases and the amount involved were increasing Prompt Corrective Action (PCA) is a framework
and the amount recovered as per cent of amount involved constructed by Reserve Bank of India (RBI) as a guiding
has declined over the period of time. Among the assorted tool to safeguard the banks from bankruptcy. It involves
channels SARFAESI Act recovered the maximum monitoring and controlling the performance of the banks
amount of NPAs. During 2016-17 the amount declines which are in weak and distress condition. Its main
from 132 to 78 billion and DRT Act increases the objective is to assist banks to take corrective measure in a
recovery from 64 to 164 billion. timely manner to restore the financial health.
The percent of amount recovered as amount involved The parameters of the framework are based on three
escalated from 22 per cent to 10 per cent between 2012- regulatory measures i.e., Capital, Asset Quality and
13 and 2016-17. Through an initiation of IBC, National Profitability. It is a significant supportive measure to RBI
Company Law Tribunal (NCLT) admitted 37 cases in to pay more attention to the banks which are comes under
2016-17 and 701 cases in 2017-18. The IBC channel this framework.
recovered 49% of the amount involved in 2017-18.
Alongside the amount recovered under IBC resolution Due to growing NPAs and losses of public sector banks,
process is an indicative of strengthening credit discipline RBI revised and strengthened the PCA framework on
of the banks. April 2017.The frameworks of the PCA are as follows.

Table 7: Prompt Corrective Action (PCA) Framework
Area Indicator Risk Threshold 1 Risk Threshold 2 Risk Threshold 3
Capital Capital to risk weighted < 10.25 % but >=7.75 <7.75 % but >= 6.25 <3.625 %
asset ratio or Common % or % or
Equity Tire 1 ratio < 6.75 % but < 5.125 % but >=
(CET 1) >= 5.125 % 3.625 %
Asset Quality Net Non-Performing >=6.0 % but >=9.0 % but >=12.0 %
Advances (NNPA) < 9.0 % < 12.0 %
ratio
Profitability Return on Asset (RoA) Negative RoA for Negative RoA for Negative RoA for
two consecutive three consecutive four consecutive
years. years. years.
Source: dbie.rbi.org.in
Note:
CET 1 ratio: The percentage of core equity capital, net of regulatory adjustments to total risk weighted assets as
defined in Basel III guidelines.
NNPA ratio: Net NPAs to net advances ratio.
RoA: Profit after tax to average total assets ratio.
Table 8: Mandatory and Discretionary actions under PCA framework

Specifications Mandatory actions Discretionary actions
Risk Threshold 1 Restriction on dividend Special audit/ inspection of the
distribution/remittance of profits banks,
Strategy related,
Corporate Governance related
Risk Threshold 2 In addition to mandatory actions of Capital related,
Threshold 1, Credit risk related, HR related,
Restriction on branch expansion and Profitability related,
Higher provisions as part of Operation activities related.
coverage regime.
Risk Threshold 3 In addition to mandatory actions of Any other
Threshold 1,
Restriction on branch expansion
Restriction on management
compensation and directors fees as
applicable.
Source: dbie.rbi.org.in
The current study focuses on asset quality of select five • Monitor credit turnover of the loan book at regular
public sector banks. The select banks were placed based interval.
on the Net Non-Performing Advances (NNPA) ratio in • Take control of the debtor’s security for their
2017-18. Among the select banks Bank of Baroda does consistent repayment of loan.
not come under any level of risk threshold in corrective • Revise corporate governance practice of the banks.
actions. Bank of India and Union Bank of India fall under • Practice a regular discussion with the staff members
risk threshold 1. IDBI bank holds risk threshold 3 based of the banks to get control over the performance.
on the above criteria under PCA framework. Depending • Monitor debtor’s activities regarding the usage of loan
on the level of threshold, banks have to take corrective amount at regular interval period.
actions which are mentioned under table 8. The action • Recognize the customers with monetary incentive for
covers two types. i.e. mandatory and discretionary. their prompt repayment of interest/principal before
Besides taking mandatory action they have to consider due date.
discretionary action to withdraw under PCA framework.
• Continuous inspection of credit audit will help to
monitor the risk and operation activities of the banks.
4.3 Suggestions
To manage the growing NPA, the banks must consider 5. CONCLUSION
the following:
• The Early recognition of the growing NPA helps to In the last few years, the banking sector has been facing a
reduce the problem of NPA. serious problem of increasing NPAs. The quality of assets
• The banks have to improve the credit appraisal is decreasing over the years. It is not only affects the
procedure. banking sector but the overall economic condition of the
country. The increasing NPAs will affect the profitability

COMMERCIAL BANKS
and smooth cash flow of the banks. Reducing the NPAs

and improving asset quality is the major task for banks.
Due to declining rate of recovery in the existing channels
they establish Insolvency and Bankruptcy Code to
improve the rate of recovery of NPA. Revisions of PCA
framework were takes place to strengthen the health of
the banks. Besides, they have to take serious effort to
develop an appropriate strategy to handle the debtors and
to improve the profitability of the banks.
6. REFEENCES
1. Bhardwaj P, and Chaudhary I. (2018). “A study of Non-

Performing Assets of Commercial Banks and its Recovery
in India”, International Journal of Research and Analytical
Reviews, Vol 5(2), ISSN: 2349-5138.
2. Rathore R. (2016). “Impact of Non-Performing Assets on
Banking Industry: The Indian Perspective”, International
National Journal for Innovative Research in
Multidisciplinary, Vol.2(7), ISSN: 2455-0620.
3. Sukul B. (2017). “Non-Performing Assets: A Comparative
Analysis of Selected Private Sector Banks”, International
Journal of Humanities and Social Science Invention,
Vol.6(1), ISSN: 2319-7714.

Research Paper K. Geetha et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 92-96 (2019)
AWARNESS OF DIGITAL FINANCIAL SERVICES AMONG RURAL HOUSEHOLDS

– A STUDY WITH SPECIAL REFERENCETO MALAPPURAM DISTRICT
K. Geetha1, Dr. K. Kanniammal2*

1
Abstract
Finance is the powerful invention for economic growth and development especially in resource-
constrained developing countries like India. Access to the financial areas especially by the poor people
is essential for promoting inclusive economic growth and eradicating poverty in the country. An
inclusive financial system provides a number of benefits to the economy and improves standard of living
of the people. Digital Financial Services(DFS) have significant potential to provide a range of
affordable, convenient and secure banking services to poor in developing countries. DFS not only
promises to accelerate growth of rural households, but also will yield a significant change in the
financial transactions and replace traditional methods of the same. Globally, there is a tremendous
interest among the policy makers, academicians and commercial enterprises to explore the possibilities
of moving of society towards cashless economy. The change of the world has seen cashless in recent
years. Almost every industry across the globe is grappling best ways in order to enable the greater
efficiency and improved customer experience. Majority of consumers desires an integrated digital
services especially financial service platform which enables them to have seamless access to all banking
or any other financial services.
Digital Financial Services have an important role in the development of poor people. It is not only
provides them with access to financing but also to electronic payment systems, financial products and a
chance to build a financial history. Since the development of rural households i.e., the empowerment of
woman is important one, digital financial services not only focus on the overall development of the rural
people also rural households specifically. The present study helps to analyze the awareness of Digital
Financial Services among rural households with special reference to The present study helps to analyze
the awareness of Digital Financial Services among rural households with special reference to
Thrikkalangodu Panchayath. The study intends to analyze the awareness of rural households on Digital
Financial Services and to study the attitude of them towards DFS.
Keywords: Digital financial services, Cashless economy, Rural households.
1. INTRODUCTION was already extensively (though not exclusively) created,

used, processed, and delivered electronically. Consumers
The change of the world has seen cashless in recent years. are rapidly becoming the part or accustomed to making
Almost every industry across the globe is grappling best purchases with a touch of their finger.
ways in order to enable the greater efficiency and
improved customer experience. Majority of consumers The high cost of building and operating brick-and-mortar
desires an integrated digital services especially financial bank branches has been a major obstacle for extending
service platform which enables them to have seamless financial services to the poor. Physical bank branches are
access to all banking or any other financial services. The expensive to maintain in far-flung communities, while
digital transformation that has upended industries from travelling to urban areas is costly for many rural
retail, media to transport. customers.
Business to business commerce is now sweeping the There are emerging new sets of institutions such as agent
financial service industry. This is inevitable, as ubiquitous network managers, payment aggregators and others who
computing power, pervasive connectivity; mass data are helping to build out a more far reaching and efficient
storage and advanced analytical tools can easily as well as digital finance ecosystem.
efficiently apply to financial services. After all, money
The pace of shift to digital payment has significantly 1.3 Objectives

increased with the strong move towards to cashless
economy. This shift would not have been possible This study seeks to achieve the following objectives:
without several factors that influence the growth and • To understand the level of awareness of rural
proliferation of digitalization, including; households on Digital Financial Services.
• An ever increasing mobile phone penetration • To study the factors influencing in the uptake of
• Lower cost of service delivery digital financial services.
• Banks discouraging customers to visit branchless • To analyze the challenges faced by rural households
• Unorganized sector supporting the digital economy on Digital Financial Services.
• Demonetization • To identify the various modes of digital financial
services.
According to estimates, more than 400 million people are
linked globally through basic mobile payments services, 2. LITERATURE REVIEW
allowing them to send money, pay bills, or purchase
prepaid electricity with greater ease, affordability and A study conducted by Cameron (2010)(2) about the topic
access (GSMA Global Adoption Survey, 2015). “Launches Digital Financial Services in rural areas”
Increasingly governments are adopting digital finance to found that the challenges associated with operating in
deliver social safety net cash payments and trying to rural area parallel those with transaction volumes are
make collection of fees/tariffs more efficient. sufficient and found that people are less aware about the
Nonetheless, Digital Financial Services hold greater Digital Financial Services and cashless transactions.
promises for expanding financial inclusion among rural
households. A study made by Finau et al.(2016)(1) on the topic
“perceptions of DFS”, based on their observations,
1.1 Statement Of The Problem implicit costs of DFS incurred by recipients and explicit
costs of sending and receiving money through DFS is
With the advent of the smart phones, cloud computing, relatively low compared to conventional methods in rural
and social networks, even the every day and mundane households. The negative experience is that they are not
aspects of our lives have changed dramatically. Almost receiving the full value of their remittance which is
every business process has been deeply impacted by discouraging them the usage of mobile phones to send
digital technologies. This is an area what we are called and receive money. Safety of using electronic transactions
‘Digital Era’. The development of an economy now is considered as another barrier since they have limited
measuring on the basis of extend to which the use and understandings of cyber protection available to them.
effectiveness of the technology use.
India is a developing economy with focus on achieving
sustainable development. There is an urgent need to 3.1 Population
create awareness about the Digital Financial Services
among the people in rural and semi-urban areas and also The population of the study constitutes all the rural
enable or support them to the digital financial arena. So, households in the Thrikkalangodu Panchayath.
this the study conducted to know the awareness of Digital
Financial Services (DFS) among rural households. It also 3.2 Sample Design
made an attempt to find out their attitude towards the
utilization of available digital platform. This study is very The sample size is fixed as 110. Convenience sampling
important since Malappuram is the first cashless district method is used for the selection of households.
in India.
3.3 Types of Data
Hence, the present study is carried out to examine the
financial behavior and various types of Digital Financial Both primary and secondary data used for the study.
Services. It has also made an attempt to know various Primary data are the first hand information that directly
aspects and the use of Digital Financial Services among collected from the respondents through questionnaire and
rural households in Thrikkalangodu Panchayath. schedule. Secondary data are the second hand information
that is readily available and already published by
1.2 Scope Of The Study someone else such as reports, journals etc.
This study is conducted among the rural households in 3.4 Sources of Data
Thrikkalangodu Panchayath. The study intends to analyze
the awareness of rural households on Digital Financial The primary data are collected from the rural households
Services and to study the attitude of them towards DFS. by the way of questionnaire and secondary data is
The scope of the study is limited to rural households collected from various sources like documents, books,
hailed from 12 number of ward in Thrikkalangodu journals, and internet. Both sources of data provided a
Panchayath.

clear path to conduct the study more efficiently and
transparently. 3.6 Tools Used for Data Analysis
3.5 Tools Used for Data Collection The tools for data analysis include statistical tools like
ratio, percentage, weighted average, etc.
The primary data are collected from rural households by
the way of questionnaire and secondary data from various 4. RESULTS, ANALYSIS AND DISCUSSION
books, journals and other reliable websites.
Table 1: Demographic Profile of the Respondents

Characteristics Frequency Percentage (%)
Less than 25 29 26.36
25 – 30 19 17.27
Age 30 – 35 20 18.18
35 – 40 16 14.54
40 – 45 10 9.0
Above 45 16 14.54
Govt employee 12 10.90
Total 110 100
Occupation Private employee 23 20.90
Professional 12 10.90
Daily wages 12 10.90
House wife 32 29.09
Others 19 17.27
Total 110 100
Up to SSLC 35 31.81
Plus two / pre-degree 15 13.63
Educational Graduation 19 17.27
Qualification Post graduation 21 19.09
Professional 12 10.90
Others 8 7.27
Total 110 100
Below 5000 40 36.36
Monthly 5000 – 15000 35 31.81
Income 15000 – 25000 14 12.72
25000 – 35000 10 9.09
35000 – 45000 8 7.27
Above 45000 3 2.72
Total 110 100
Monthly Below 5000 12 10.91
Spending 50000 – 15000 68 61.82
15000 – 25000 22 20
25000 – 35000 8 7.27
35000-45000 0 0
Above 45000 0 0
Total 110 100
Methods of Payment COD 75 12.5
ATM/Cr card 19 3.16
Mobile wallet 6 1
Online payment 32 5.33
Net banking 4 0.66
Others 6 1
Table No-2: DFS Tools Used

Tools Scale & score value of ranks
Scale 5 4 3 2 1 Total Rank
value
F 93 9 3 2 3 110 1
ATMs FX (465) (36) (9) (4) (3) (517)
F 5 65 19 12 9 110 2
Credit cards
FX (25) 260 (57) (24) (9) (375)
F 6 14 37 39 14 110 3
Mobile wallets FX (30) (56) (111) (78) (14) (279)
F 3 15 36 31 25 110 4
Net banking FX (15) (60) (108) (62) (25) (270)
F 3 7 15 26 59 110 5
Others
FX (15) (28) (45) (52) (59) (199)
(Source: primary data)

Table -3: REASONS FOR USING DFS

Reasons Frequency Average
Convenience 82 13.67
Easy accessibility 67 11.16
Lower cost 15 2.5
Service quality 19 3.16
Security 14 2.33
Technology oriented 42 7
Table-4: Factors influencing on awareness of Digital Financial Services

Variables Options Frequency Percentage
(%)
Complete Strongly agree 10 9.09
awareness Agree 31 28.18
on DFS Neutral 40 36.36
Disagree 20 18.18
Strongly disagree 9 8.18
Total 110 100
Permanency Strongly agree 5 4.56
in Agree 30 27.27
DFS Neutral 38 34.54
Usage Disagree 15 13.63
Strongly disagree 22 20
Total 110 100
Security in Strongly agree 2 1.81
Online Agree 30 27.27
Transactions Neutral 38 34.54
Disagree 26 23.63
Strongly disagree 14 12.72
Total 110 100
Table- 5: Problems Faced

Problems Scale & score value of ranks
Scale 5 4 3 2 1 Total Rank
value
Lack of security F 36 17 22 26 9 110 2
FX (180) (68) (66) (52) (9) (375)
Lack of confidence F 19 55 20 12 4 110 4
FX (95) (55) (60) (24) (4) (238)
Lack of knowledge F 40 18 27 14 11 110 1
FX (200) (72) (81) (28) (11) (392)
Fear of use F 4 12 33 30 31 110 3
FX (20) (48) (99) (60) (31) (258)
Cost F 11 8 8 28 55 110 5
FX (55) (32) (24) (56) (55) (222)
4.1 Analysis with respect to saving of money by the way of Digital

• From the analysis it is found that, complete awareness Financial Services
about DFS among rural households are comparatively • It is found that, the main reason of that leading them
less in nature (36% people were expressed their towards the usage of DFS is convenience (13.67%).
neutrality towards the complete awareness about 11.16% respondents using DFS due to easy
DFS). accessibility and lower cost is the least reason among
• From the study it is found that only 4.56%rural them.
households are using DFS permanently and 34.54% of • From the analysis it is found that, the major challenge
people are neutral to the same. that rural households facing while deals with DFS is
• It is found that 34.54% people are neutral with the lack of knowledge (1strank).
respect to security in online transactions. From the • Another major finding including in the analysis is that,
analysis it is found that, 32.72% people are agreeing Cash on Delivery (COD) is the most preferred method
of payment (12.5%) compared to other modes of about various digital platforms to them. Majority of
payments. women are ready to deals with the technology but lack of
• From the study it is found that, 26.36% of rural knowledge is the limiting factor to them. So, proper
households are belong to the age group of Less than guidance and security should be ensured for a
25. development of Digital Financial Services among rural
• Out of 110 samples 29.09% of respondents are house households.
wife.
• It is found that almost 32% of women have 6. REFERENCES
qualification up to SSLC.
• Many of the respondents monthly income is below 1. Finau G, Rika N, Samuwai J, and McGoon J. (2016).
“Perceptions of digital Financial services in rural Fiji”,
5000 (36.36%).
Information Technologies & International Development,
• It is found that, Employment (54.45%) main source of Vol.12(4), pp.11–21.
income of rural households. From the analysis, it is 2. Cameron P. (2010). “Launches Digital Financial Services
found that monthly expenditure of rural households is in rural areas”, The 2012 Brookings Blum Roundtable
below 10000 (85.45%). Policy Briefs, pp.12-18.
• On an average, the main avenue of spending of rural
households is Food (10.75%) and least preferred area
of spending is Entertainment (1.12%).
• It is found that, 86.36% of the rural households are
using Digital Financial Services.
• From the analysis, it is found that, majority of the
households Electronic Fund Transfer (EFT) tool
(63.63%). At the same time 75.45% rural households
did not made any access to Net banking facility while
62.72% of rural households are using online payment
mode.
• It is found that, the main purpose of DFS among rural
household is cash withdrawal (1st rank). And utility
payments such as electricity bill payments etc... Is less
preferred purpose (5th rank).
• It is found that, ATMs is the main DFS tool that rural
households are used (1st rank) over other tools.
• These are the major findings derived from the analysis
of data collected.
4.2 Suggestions
Based on data analysis following suggestions are made

• The levels of awareness of Digital Financial Services
among rural households are comparatively less. So,
more awareness programs and campaigns should be
conducted for the development of rural households.
• To ensure the participation of rural households in
online the security measures should be broadened.
• Complexity in the usage of DFS is another barrier to
the rural households. So, more user friendly methods
to be introduced.
5. CONCLUSION
It is the digital era where everyone are occupied with their

smart phones and their other developed technological
tools. A number of inventions and innovations are takes
place in each and every minute. ‘Sophia’, the humanoid
robot is the best example of radical technological up
gradations. Even though, world is moving towards
cashless economy the whole category of people are not
going in same manner. The development of a country
should start from the rural area especially rural
households. It can be attain through proper awareness

Research Paper B.G. Akshatha,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 97-101 (2019)
INVESTORS PERCEPTIONS TOWARDS SAVING CUM INVESTMENT SCHEME –

WITH REFERENCE TO ULIPS (UNIT LINKED INSURANCE PLANS)
B.G. Akshatha*
Assistant Professor, Department of Commerce, Kodachadri Government First Grade College,
Hosanagara, Shivamogga District, India.
Abstract
The present paper focuses on analyzing the perceptions of investors towards saving cum investment
scheme like. The analysis is made with the help of structured questionnaire and finally, the paper offers
some suitable suggestions and recommendations for the betterment of the performance of ULIPs in
future days.
Keywords: Insurance, Investment, Policyholders, Savings and ULIPs.
1. INTRODUCTION • To analyse the investors perceptions towards ULIPs

as a saving cum investment avenue.
Unit linked insurance plan (ULIP) is an emerging plan • To offers suitable suggestions in the light of finding
that provides the benefits of protection with regard to risk of the study to improve the status of ULIPs in India.
coverage and flexibility in investment. The investment is
represented by the value that it has attained called as net 1.3 Scope Of The Study
asset values (NAV). In ULIPs, a part of the premium
payment goes towards providing a life cover and The present study is confined only to analyses the
remaining portion of the premium for investment. ULIPs investors perceptions towards ULIPs as a saving cum
came into picture in 1960s and become very popular in investment scheme in LIC, Shivamogga.
Western Europe and USA.
1.1 Statement Of The Problem
Saravanakumar and Mahadevan (2010) (3) a made a study
ULIPs bring together money or funds from the investors on “Malty Dimension of Unit Linked Insurance Plan
and ensures lot of flexibility with interest rates, so an among Various Investment Avenues” in their article they
investor can fine-tune his risk profile according to his explained that unit linked insurance plan is one of the
choice. ULIPs offer a blend of insurance and investment, popular and new investment and savings pattern as it
paid for in an annual lump sum, the insurance company provide benefits to the life insurance protection and also
combines a term cover, deducts the premium, then it comprises of features investment.
deducts commission, it invests what’s left in the policy
holder’s choice of debt and equity. One of the peculiar Mitrra and Khan (2012)(1) a made a study on “A
nature of the ULIP is its fund allocation are flexible and Comparative Study of Traditional Policies and ULIP
also allow very large deviation in the share of debt equity policies with reference to Life Insurance in India”, in their
investment. article they explained that, the Unit Trust of India is
providing multiple benefit to policy holders and the ULIP
The major structural issue with most ULIP is that many is a type of life insurance where the value of the policy
investors are tempted by the words of agent and they depends on the variations in the market and it is really a
invest their savings in ULIP. Lack of awareness about the market based investment.
market to make investment in ULIP is the main drawback
of the plan. Even the investors are ready to invest their Saini (2012)(2) made a study on “Unit Linked Insurance
surplus funds in ULIP but sometime it does not ensure the Plans - A Comparative Study of Selected Insurance
assured returns according to their expectations. The Companies in Haryana and Punjab”, in her article, she
present study conducted to analyse the opinions of ULIP explained most of the investors are ready to invest in
investors as saving cum investment plan. these policies as it offers attractive benefits like high
growth potential, life risk cover, tax benefits and premium
1.2 Objectives Of The Study payment, etc.
• To understand the reasons to prefer ULIPs as one of 3. RESEARCH METHODOLOGY

the best saving cum investment scheme.
Sources of data- Primary data - Primary data is under the age group of above 55 years. It is interpreted
collected through the preparation of structured that majority of the respondents comes under the age
questionnaire and face to face interaction with the group in between 36-45 years and this age is the settle
investors, agents, employees and manager of LIC. down age andearning age. People always try to focus on
Secondary data- Secondary data has been gathered from future savings and future earnings.
the company brochures periodicals, websites, books,
journals, articles, internet sources and reports etc. Sample From the table 3 it is clear that, 20% of the respondents
size / Design - The sample of 50 respondents are selected completed PU, 50% of the respondents are graduates,20%
for the study by using random sampling technique. of the respondents are post graduates, and only 10% of
the respondents are completed other courses like diploma
3.1. Limitations Of The Study etc. and no one respondent’s educational qualification is
• Sample of 50 respondents is selected for the study. up to SSLC. It is interpreted that majority of the
• During survey, the respondents hesitate to disclose respondents are graduate and interested to invest in
financial information. ULIPs, because it requiresan enough knowledge and
• The feedback received from the selected respondents sufficient information about the market.
subjected to bias.
• The scope of the study is limited to Shivamogga Table 4: Occupations of the Respondents
town only. Sl. Particulars No. of Percentage
No. Respondents (%)
1 Business man 20 40
2 Students 05 10
3 Government 15 30
Table 1: Gender of the Respondents
employee
Sl. Particulars No. of Percentage 4 Agriculturist 05 10
No. Respondents (%) 5 Other specify 05 10
1 Male 35 70 Total 50 100
2 Female 15 30 Source: Field Survey
Total 50 100
Source: Field Survey The table 4 shows 40% of the respondents are
businessman, 10% of the respondents are students, 30%
The table 1 shows 70% of the respondents are male and of the respondents are government employee, 10% of the
30% of the respondents are female. It is interpreted that respondents are agriculturist and 10% of the respondents
majority of the respondents are male because, risk bearing are others like employee of private firm, sole traders etc.
capacity of the male are high as compare to female. It is interpreted that majority of the respondents are
businessman because they have the capacity to bear the
Table 2: Age Group of the Respondents risk and enjoy the fluctuate profit and also have the
Sl. Particulars No. of Percentage capacity to pay fluctuate premium.
No. Respondents (%)
1 Up to 25 years 05 10 Table 5: Reasons for investing in ULIPs
2 26 - 35 years 10 20 Sl. Particulars No. of Percentage
3 36 - 45 years 20 40 No. Respondents (%)
4 46 – 55 years 10 20 1 Returns 08 16
5 Above 55 years 05 10 2 Schemes are good 06 12
Total 50 100 3 Need to save tax 04 08
Source: Field Survey 4 Offer multiple 32 64
benefits. Investment
Table 3: Educational Qualification of the Respondents +insurance + tax
Sl. Particulars No. of Percentage saving
No. Respondents (%) Total 50 100
1 Up to SSLC - - Source: Field Survey
2 PUC 10 20
3 Graduation 25 50 The table 5 shows 16% of the respondents invest in
4 Post-Graduation 10 20 ULIPs for getting returns, 12% of the respondents invest
5 Other specify 05 10 in ULIPs because it is good, 8% of the respondents invest
Total 50 100 in ULIPs tax saving and 64% of the respondents invest in
Source: Field Survey ULIPs for getting multiple benefit like investment,
insurance and tax savings.
The table 2 shows 10% of the respondents comes under
the age group of up to 25 years, 20% of the them are in It is interpreted that the majority of the respondents invest
between 26-35 years, 40% of the them are in between of their fund in ULIPs because it offers multiple benefits
36-45 years, 20% of the them are in between of 46-55 like and insurance security and tax saving purpose.
years, and remaining 10% of the respondents comes

INVESTORS PERCEPTIONS TOWARDS SAVING CUM INVESTMENT SCHEME – WITH
REFERENCE TO ULIPS (UNIT LINKED INSURANCE PLANS)
Table 6: Opinions of Respondents towards Returns in respondents interest to invest in ULIPs for tax planning,
ULIPs 44% of the respondents interest to invest in ULIPs for
Sl. Particulars No. of Percentage child education/marriage and 10% of the respondents
No Respondents (%) interest to invest in ULIPs for returns. It is interpreted that
1 Good 21 42 majority of the respondents interest to invest in ULIPs for
2 Poor 05 10 child education/marriage because most of middle age
3 Average 24 48 people aimed to provide a good education to their
Total 50 100 children.
Source: Field Survey
The table 9 shows 42% of the respondents wait for the
The table 6 shows 42% of the respondents opine that better time to reduce risk level, 36% of the respondents
return is good in ULIPs,10% of the respondents opine that regularly watching market to reduce risk level and
return poor in ULIPs and 48% of the respondents opine remaining 24% of the respondents advice for better
that return is average. It is interpreted that that majority of investment options to reduce the risk level. It is
the respondents opine that returns in ULIPs is average interpreted that majority of the respondents waiting for
because returns in ULIPs are subjected to fluctuation in better time because the premium and returns are airways
nature as it reacts to the market forces. fluctuated based on the market condition and it is a long
term plan.
Table 7: Opinions towards Premium in ULIPs
Sl. Particulars No. of Percentage (%) Table 10: Kind of Safety preferred
No. Respondents
Sl. Particulars No.of Percentage
1 High 28 56 No. Respondents (%)
2 Medium 15 30
1 Safety in 15 30%
3 Low 07 14 investment
Total 50 100 2 Safety in returns 07 14%
Source: Field Survey 3 Safety in 28 56%
insurance
From the table 7 it is clear that out of 50 respondents, Total 50 100
56% of the respondents opine that premium of ULIPs is Source: Field Survey
high, 30% of the respondents opine that premium is
medium and 14% of the respondents opine premium of The table 10 shows 30% of the respondents prefer safety
ULIPs is low. It is interpreted that majority of that in investment, 14% of the respondents prefer safety in
respondents opine that premium in ULIPS is high because return and 56% of the respondents prefer safety in
the amount of premium depends on market condition and insurance. It is interpreted that majority of the
forces from time to time. respondents prefer that safety in insurance because ULIPs
is an insurance plan need a safety for their life and
Table 8: Investment objective in ULIPs savings for future.
Sl. Particulars No.of Percentage
No. Respondents (%) Table 11: No. of Respondents Face the Difficulties
1 Dream home 16 32 Sl. Particulars No. of Percentage
2 Tax planning 07 14 No. Respondents (%)
3 Child education / 22 44 1 Yes 32 64
marriage 2 No 18 36
4 Returns 05 10 Total 50 100
5 Other specified - - Source: Field Survey
Total 50 100
Source: Field Survey The table 11 shows 64% of the respondents face the
difficulties in ULIPs and 36%of the respondents does not
Table 9: Type of Strategy to Reduce Risk Level face any difficulty in ULIPs. It is interpreted that majority
Sl. Particulars No. of Percentage
of the respondents face a difficulty in ULIPs because it is
No. Respondents (%)
1 Waiting for better 21 42
an insurance cum investment plan. Returns and premium
time are fluctuating according to market condition.
2 Regular watching 18 36
of market variation Table 12: Types of Difficulties
3 Advise for better 11 24 Sl. Particulars No.of Percentage
investment options No. Respondents (%)
4 Other specify - - 1 Long term returns 13 40.63
Total 50 100 2 Fluctuation in 09 28.13
Source: Field Survey premium
3 Non co operation 10 31.24
of agent
The table 8 shows 32% of the respondents interest to
4 Other - -
invest in ULIPs for having dream home, 14% of the

Total 32 100 Table 16: Overall Satisfaction of Respondents towards
Source: Field Survey ULIPs
Sl. No. Particulars No. of Percentage
The table 12 shows 40.63% of the respondents opine that Respondents (%)
long time returns is very difficult in ULIPs, 28.13% 1 Highly satisfied 13 26
respondents face the difficulty of fluctuation in premium 2 Satisfied 27 52
and 31.24% of respondents felt that agents were not 3 Highly 08 16
dissatisfied
cooperative It is interpreted that majority of the
4 dissatisfied 02 04
respondents face the difficulty of fluctuation in premium
Total 50 100
because investors stick on to the payment of fixed
Source: Field Survey
premium, so the payment of fluctuated premium becomes
the difficult for them.
The table 16 shows 26% of the respondents are highly
satisfied, 52% of the respondents are satisfied, 16% of the
Table 13: Respondents opinions towards risk
respondents are highly dissatisfied and 04% of the
associated in ULIPs
respondents are dissatisfied. It is interpreted that majority
Sl. Particulars No. of Percentage
No. Respondents (%) of the respondents are satisfied about the performance of
1 High 18 56.25 ULIPs.
2 Medium 09 28.13
3 Low 05 15.62 4.1 Findings Of The Study
Total 32 100 • Majority of the respondents are male and comes under
Source: Field Survey the age group 36-45 years are businessman.
• While investing in any insurance company, customers
The table 13 shows 56.25% of the respondents exposed to prefer brand name of the company in the society.
high risk in ULIPs, 28.13% of the respondents exposed to • Most of the respondents interested to invest in ULIPs
medium risk in ULIPs and remaining 15.62% of the for safety and to meet the expenses in term of children
respondents exposed to low risk in ULIPs. It is interpreted education and marriage.
that majority of the respondents exposed to high risk • Investor expected to get benefit like investment +
because it is an insurance cum investment plan. Premium insurance + savings and tax from their investment.
and returns are always fluctuated according to the market • Investor prefer in ULIPs between the periods of 1 year
condition. to 5 years.
• Majority of the investor faces the difficulty of
Table 14: Modes for lodging complaint fluctuation in premium and return.
Sl. Particulars No. of Percentage • Investor exposes to the high risk and at the same time
No. Respondents (%)
they get good return from their investment.
1 Online 24 75
2 Offline 08 25
• Procedure for lodging complaint towards ULIPs is
Total 32 100 complicated.
Source: Field Survey • It is a common opinion of the investor that ULIPs has
a good future as it will satisfy all the needs of an
The table 14 shows 72% of the respondents prefer to individual investor.
lodge a complaint via online and 28% of the respondents
prefer to lodge a complaint via offline. It is interpreted 4.2 Suggestions Of The Study
that majority of the respondents prefer to lodge a
complaint via online to get instant response from them. • LIC take a proper care and concern for attracting
investors and therefore, should undertake the
Table 15: Opinion towards Procedure for Lodging awareness programs for educate their policyholder
Sl. No. Particulars No. of Percentage about usefulness and benefits of ULIPs.
Respondents (%) • LIC can take measures to cover the low income level
1 Simple 15 46.88 people by offering low premium products.
2 Complicated 17 53.12 • LIC should give a proper and adequate information
Total 32 100 about the ULIPs to the investors from time to time.
Source: Field Survey For this, LIC should publish its monthly or weekly
chronicle to provide information regarding new
The table 15 shows 46.88% of the respondents felt schemes and should be easy available to all general
lodging of complaint is simple and 46% of the public.
respondents felt lodging of complaint is complicated. It is • The LIC Company has to take a proper measure for
interpreter that majority of the respondents felt that reducing an agent/broker involvement in ULIPs.
lodging of complaint is complicated because of • LIC recruit those who are well trained and highly
unawareness about the redressal system. qualified to maintain good relationship with the
customer by providing adequate response about their
quarries.

INVESTORS PERCEPTIONS TOWARDS SAVING CUM INVESTMENT SCHEME – WITH
REFERENCE TO ULIPS (UNIT LINKED INSURANCE PLANS)
• The agent of LIC should be given training through

professional marketing practice to sell the policies
successful to compete, the private insurance.
• LIC should appoint efficient financial advisors to
help people who are unaware and uneducated about
the product.
• LIC should introduce more innovating pension and
child ULIPs plan as they have more in demand.
5. CONCLUSIONS
Life insurance has today become a core of market

economy since it offers plenty of scope for generating
large sum of money with the time by offering its
customers perfect products to satisfy their financial need.
It is therefore, essential to invest in insurance sector to
have a worry-free future. The people who availed the
service from the company have a good opinion about
insurance policy especially ULIPs encourage people to
participate in insurance business helping the insurance
sector in increasing sales in rural and urban area by
offering saving cum investment opportunities to the
intended investors.
6. REFERENCES
1. Mitra D, and Khan PC. (2012). “A Comparative Study of

Traditional Policies and ULIP Policies with reference to
Life Insurance Companies in India”, SIT Journal of
Management, Vol.2(2), pp.42-56.
2. Saini N. (2012). “Unit Linked Insurance Plans – A
Comparative Study of Selected Insurance Companies in
Haryana and Punjab”, Journal of Banking Financial
Services and Insurance Research, Vol.1(3).
3. Saravanakumar G, and Mahadevan A. “Multi-Dimensions
of Unit Linked Insurance Plan among Various Investment
Avenues”, International Journal of Enterprise and
Innovation Management Studies (IJEIMS), Vol.1(3).
Vol. 8 (2.1) ❑ January 2019 Page 101

Research Paper Prof.(Dr.) D. Geetha et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 102-106 (2019)
DIMENSIONS OF PERSONALITY TRAITS

AND INVESTMENT PATTERN
Prof.(Dr.) D. Geetha1, K.N. Rathi2*

1
HoD, 2Assistant Professor & Research Scholar
1
Department of Commerce, Avinashilingam institute for Home science and Higher education for women,
2
P G Department of Commerce and Management studies SVTB College, Mannampatta, Palakkad, Kerala,
India.
Abstract
Investment in an economy builds the Nation and significantly contributes to the development of the
country. Proper Investment patterns will yield better results in various sectors of the Economy. Hence a
research study on investment patterns and the influencing personality traits was conducted in Palakkad,
Kerala. In this study five dimensions of personality traits of investors are considered. In big five
personality theory Openness, Agreeableness, Extraversion, Conscientiousness and Neuroticism are the
factors taken for study. The research objectives are, to find out the significant dimensions of personality
traits of the investors, to study the investment patterns of select college teachers, and to access the effect
of personality traits on their investment patterns.
The relationship between the Investment pattern and different dimensions of personality traits of
teachers was studied. The significant difference in the personality of teachers at different age groups or
the type of employment was considered. A descriptive survey among college teachers at Palakkad
district was conducted by using questionnaire on Investment pattern and personality. Data was collected
from Government aided colleges and the tools used are t test, ANOVA, correlation and Friedman test.
This study throws light on the effect of personality traits on the Investment Pattern of select investors. It
will help investors to invest wisely in a proper pattern to improve the rate of return. This in turn will
enhance the development of economy.
Keywords: Dimensions of Personality, Investment pattern, College teachers.
1. INTRODUCTION Lewis Goldberg as Big Five personality. In this study the

investigators intended to study the big five personality
The investment pattern different persons may be different traits to study the personality of the select college
according to their perception to investment or the avenues teachers and its relationship with their investment pattern.
of investment. The investment pattern may also be Here the investigators attempted to relate the five
affected by the risk related behaviour and personality of dimensions of personality namely, Extraversion,
the investors. Here the investigators try to study the Neuroticism, Conscientiousness, Agreeableness and
relationship between the different dimensions of Openness with the Investment pattern.
personality with the investment pattern of college
teachers of Kerala. The personality is the sum total of all 1.1 Objectives of the study
the factors relating to an individual. It includes the
physical, psychological and emotional adjustment of an • To find out the significant dimensions of personality
individual with his/her environment. Personality traits are traits
the stable features that describe an individual’s behaviour. • To study the investment pattern of select college
teachers
Psychologists have identified several traits and • To is there any significant relationship between of
dimensions that differentiate individuals. There are trait personality traits on the investment pattern of select
theories which explain different number of traits and college teachers
dimensions of personality like sixteen factor theory of • To study is there any significant difference between
Raymond Cattell and five factor theory of Robert McCrae male and female college teachers on investment
and Paul Costa. The five factor theory was named by pattern

• To study is there any significant difference between 3.1 Limitations of the study
permanent and temporary college teachers on
investment pattern The convenient sampling method was used and thus there
• To study is there any significant difference among may be a limitation in the generalization to the
teachers on investment pattern according to age population.
• To study is there any significant difference in the
perceived acceptance of different investment avenues. 4. RESULT, ANALYSIS AND DISCUSSION
1.2 Hypotheses Table No. 1 - Descriptive Statistics -Personality

Null Hypothesis Dimension wise
H0 - There is no significant relationship between Dimensions of
personality traits and investment pattern of college Personality Mean Std. Deviation
teachers
H0- There is no significant difference between male and Extraversion 31.37 2.341
female college teachers on investment pattern Neuroticism 29.90 2.869
H0-There is no significant difference between permanent Openness 29.50 2.776
and temporary college teachers on investment pattern Agreeableness 30.27 3.741
H0 -There is no significant difference among teachers on
investment pattern according to age Conscientiousness 29.53 4.125
H0 - There is no significant difference in the perceived
acceptance of different investment avenues
Table no. 1 shows the descriptive analysis of personality
2. LITERATURE REVIEW traits in five dimensions. The maximum score in different
dimensions are in Extraversion forty five and all others
Rizvi and Fatima (2014)(2) studied the relationship are forty.
between the personalities of investors with stock market
investment, type, objective, factors influencing the Chart 1. Factors considered in investment
investments, and so on.It is found that there is a
relationship and they helped their clients to develop Factors considerED in investment
portfolio according to their personality.
35
30
Mayfield, Perdue and Wooten (2008) examined several
(1)
25
psychological antecedents to both short term and long 20
term investment intentions with big five personality 15
10
traits.They concluded that extraverts are interested in 5
short financing and neuroticism people are interested in 0
avoiding the activity.
Showndhariyaa and Kavitha (2018)(3) had studied the

influence of personality type on the investment decision
of individual investors. They found that, the personality
type of the individual investors have no influence on the
preference of the traditional investment avenues but have Chart 2. Objectives of investment
influence on modern investment avenues.
Objectives of investment
30
The methodology used for the study was Survey method. 25
The Questionnaire was prepared for investment pattern 20
and a personality test. The dimensions used for 15
Questionnaire are the perception on risk, objective of 10
investment, perception on investment avenues and factors 5
considered while selecting the avenue. 0
The dimensions of the personality test included the five

dimensions of personality like Extraversion, Neuroticism,
Conscientiousness, Agreeableness and Openness. The
tools were administered among thirty college teachers of
Palakkad district, Kerala. The statistical techniques used
were Percentage analysis, Correlation analysis, T Test,
ANOVA and Friedman’s test.
Vol. 8 (2.1) ❑ January 2019 Page 103

As seen in Chart 1, the college teachers have more As seen in Chart 2, there are different objectives for
consideration in affordability and safety while making the investment but majority of the respondents aimed at
investment decisions. children career and future security.
Table No. 2 – Perceived level of risk associated with investment avenues

Investm
ent Level of Risk perceived Total
Avenue Very High
High Risk Moderate Risk Low Risk Very Low Risk
s Risk
No.
No. of Perc No. of Perc No. of Perc No. of Perc No. of Perc of Perc
Respon enta Respon enta Respon enta Respon enta Respon enta Resp enta
dents ge dents ge dents ge dents ge dents ge onde ge
nts
Stock
Market 30 100 30 100
Bank
Deposit 3 10 17 56.7 10 33.3 30 100
Real
Estate 30 100
Mutual
Funds 30 100
Bullion
(
Gold/Sil
ver/Oth
ers) 5 16.7 6 20 11 36.7 8 26.6 30 100
Insuran
ce 4 13.3 7 23.4 12 40 7 23.3 30 100
Commo
dity 5 16.7 6 20 8 26.7 11 36.6 30 100
Tax-
Saving
Scheme
s 16 53.3 14 46.7 30 100
Debt
Market 30 100 30 100
Almost all the respondents have a perception that Mutual rejected. The alternate Hypothesis is accepted. There is
fund, Debt Market and Stock market are associated with significant relationship between personality traits and
very high risk and Real estate is associated with moderate investment pattern of college teachers.
risk.
Table No. 4 – Comparison of investment pattern
Table No. 3 – Relationship between Personality traits between male and female teachers
and Investment Pattern Independent Samples Test
Correlations Levene's Test for
Investment Equality of t-test for Equality of
Pattern Variances Means
Personality Pearson Correlation -.451* Sig.
(2-
Sig. (2-tailed) .012 F Sig. t df tailed)
N 30 Investment Equal
*. Correlation is significant at the 0.05 level (2-tailed). Pattern variances 11.355 .002 2.217 28 .035
assumed
Table 3 indicates that there is a significant correlation
between Personality traits and Investment pattern of
college teachers. Thus the Null H0 hypothesis was

Independent Samples Test Between

Groups .257 2 .128 .765 .475
Levene's Test for
Equality of t-test for Equality of
Within Groups 4.531
Variances Means 27 .168
Sig. Total 4.787 29
(2-
F Sig. t df tailed) The F value is not significant at 0.05 level and hence Null
Investment Equal H0 hypothesis is accepted.There is no significant
Pattern variances 11.355 .002 2.217 28 .035 difference among teachers on investment pattern
assumed according to age.
Equal
variances Table 8- Perceived acceptance of different investment
2.872 26.981 .008
not avenues
assumed
Test Statisticsa
N 30
Table 5 – Gender wise descriptive analysis Chi-Square 221.520
Group Statistics df 8
Std. Asymp. Sig. .000
Gender N Mean Deviation a. Friedman Test
Investment Male 10 3.4500 .17321
Pattern Table 9 - Ranks of different investment avenues
Female 20 3.1225 .44735
According to table 4, the t value is significant at 0.05 Mean Rank

level and thus Null H0 hypothesis is rejected. Alternate Stock market 8.30
hypothesis is accepted. There is a significant difference
Bank Deposits 1.23
between male and female college teachers on investment
pattern. Real Estate 1.93
Table 6 - Comparison of investment pattern between Mutual Fund 8.60

Temporary and permanent teachers Bullion 2.97
Independent Samples Test
Insurance 4.43
Levene's Test
for Equality of t-test for Equality of Commodity Market 5.07
Variances Means
Tax Saving Scheme 5.77
Sig. (2-
F Sig. T df tailed) Debt Market 6.70
Investment Equal
Pattern variances
assumed .529 .473 -.123 28 .903 Friedman’s test was administered to study the perceived
acceptance of different investment avenues and the chi
square value is significant at 0.05 level. Null hypothesis is
Equal rejected. Alternate hypothesis is accepted. There is a
variances not -.125 27.052 .902 significant difference in the perceived acceptance of
assumed
different investment avenues.
The t value is not significant at 0.05 level and hence the 5. CONCLUSION
Null H0 hypothesis accepted. There is no significant
difference between permanent and temporary college The college teachers’ personality traits and their
teachers on investment pattern . investment pattern was studied in this research. It was
found that the personality traits are correlated with the
Table 7 - Agewise Investment pattern investment pattern of the teachers. The female and male
ANOVA teachers differ significantly in their investment pattern
while the permanent and temporary teachers do not differ
Investment Pattern
in their investment pattern. There is no significant
difference in the investment pattern according to the age
Sum of Mean of the college teachers. The investment avenues are rated
Squares Df Square F Sig.
Vol. 8 (2.1) ❑ January 2019 Page 105

by the respondents and it was found that they are differ
significantly in their perceived acceptance.
This study throws light on the effect of personality traits

on the Investment Pattern of select investors. It will help
investors to invest wisely in a proper pattern to improve
the rate of return. This in turn will enhance the Proper
Pattern of investments in all sectors of economy and will
significantly contribute to the development of country.
5.1 Scope for further study
The current study focused on personality traits and

investment pattern of select college teachers and it would
be very interesting to conduct another study in the area of
personality traits and investment behaviour of the
investors in different walks of life. Here the study
concentrated in the government aided colleges of
Palakkad district and there is a scope to conduct a
comparative study of the personality traits and investment
behaviour of teachers of different areas of the country.
6. REFERENCES
1. Mayfield C, Perdue G, and Wooten K. (2008). "Investment

Management and Personality Type", Financial Services
Review, Vol.17(3), pp.219–236.
2. Rizvi S, and Fatima A. (2014). “Behavioral Finance: A
Study of Correlation between Personality Traits with the
Investment Patterns in the Stock Market”, Managing in
Recovering Markets, Springer Proceedings in Business and
Economics, New York, pp 143-155.
3. Showndhariyaa D, and Kavitha S. (2018). “A study on the
influence of personality type on the investment decision of
individual investors in Coimbatore district”, International
Journal of Multidisciplinary Research and Development,
Vol.5(3), pp.119-129.

Research Paper Dr. V. Malarvizhi,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 107-109 (2019)
SOCIO-ECONOMIC STATUS AND WORKING CONDITIONS OF STREET CHILDREN

IN COIMBATORE CITY
Dr. V. Malarvizhi*
Assistant Professor, Department Of Economics,
Avinashilingam Institute For Home Science And Higher Education For Women,
Coimbatore, T.N, India.
Abstract
The present study throw lights on the socio-economic status and working condition of children and to
identify the influencing factors that the children to work in the street. The data collected from 75 samples
by adoptive incidental purposive sampling technique. The study found that, majority of them worked for
their economic situation and to be independent to live their life in the street.
Keywords: Street Children, working conditions, Socio-economic status.
1. INTRODUCTION • The major reasons for influencing their intention to

work were ‘economic situation’, ‘for drugs or
A Street child is a minor for whom the street has become smoking’ and ‘to be independent’
his habitual abode and who is without adequate
protection. According to the Report from the Consortium 2. LITERATURE REVIEW
for Street Children, a United Kingdom-based consortium
of related non-governmental organizations (NGOs), Nigam (1994)(2) observed that in India, 90% of street
UNICEF estimated that 100 million children were children are working children with regular family ties, but
growing up on urban streets around the world. Street they are on the street due to poverty and their parent’s
children in India have unique vulnerabilities than other unemployment. The remaining 10% are either working
children. It is reported in Rose (2010) that the working children with few family ties who view the streets as their
conditions for street children are often very poor because homes or abandoned and neglected children with no
they are confined to working in the informal sector. Lack family ties. The national policy for children established in
of protection from a family the employers often exploit 1974 emphasizes the provision of equal opportunities for
them, making them virtual prisoners and abusing them. the development to all children during their growing
Because of the low pay from employers, street children in years. Policy stresses programs to maintain, and train
India often choose to be self-employed or work multiple destitute children and orphans.
jobs. Most of them work 8–10 hours in a day in their
various economic activities (Rose, 2010). The street Chande (2010) (1) Street child labour has traditionally
children problem is a serious problem at global, national been seen as an urban phenomenon. The large-scale
and state level. They have many issues, and there is a presence of street children is attributed to exploitative
need for greater concern for these people. The present socio-economic structure and lopsided development. In
study is an attempt in this direction, which will help to present paper, researcher has attempted to comprehend
understand the socio-economic status and working the causes and problems of street and working children in
conditions of street children in selected area of Thane city by collecting primary data from 121 street
Coimbatore city. child labourers engaged in different activities like
begging, petty vending and scavenging for recyclable
1.1 Objectives of the study materials. A programme focusing on re-uniting street
• To examine the socio-economic status of street children with their families should be adopted. There is an
children in the city. urgent need of coordination among development agents
• To investigate the relationship between the gender and working for the rights of street children and information
working status of the street children. sharing among all stakeholders to enhance
• To identify the factors influencing the street children implementation strategies.
to work.
1.2 Hypothesis of the study
• There is no significant association between working The population of the study consisted of street children
status with gender of the street children residing in Town Hall and Gandhipuram area in
Coimbatore city. From these areas 75 samples were
selected by adopting incidental purposive sampling ➢ 9-12 19 32.80
technique. Besides averages and percentages, techniques Average Daily Wage
like Chi-square Test and Garrett’s Rating Scale were ➢ Less than 50 28 48.30
used. ➢ 50-70 12 20.70
➢ 70-80 7 12.10
4. RESULTS, ANALYSIS AND DISCUSSION ➢ More than 80 11 19
Harassment Faced during in the Street
➢ Weather 10 23.80
4.1 Socio-Economic Profile of the Children
condition/natural
calamites
A design of the sample’s demographic profile was used ➢ Occupational 11 26.19
for an understanding of the probable variations or measures
divergences that may appear between the sample and the ➢ passersby/People 15 35.71
total population. The study discussed the socio-economic ➢ Police harassment 16 38.10
profile of the children as follows; Total 58 100
Source: Field Survey, 2017
Age: The age structure of respondents covered under the
age group from 2-16 years reveals 72 percent of them Type of Work - Street Children are engaged in both
were between 11-16 years. hazardous andnon-hazardous types of work. In non-
Gender: Majority of them were boy (57%) and the hazardous work category; nearly 38 percent of them were
remaining (nearly 43%) were girls. Most studies show a working as street vendors; 34 percent of them were
predominance of the male children within the population. begging in the street and 5 percent of them were working
Zuber; F (2005) found that 74% of the street children as domestic servants. Only 2 percent of the children were
were males and rests were girls. engaged in hazardous job like selling black tickets. Hence
Religion: Data pertaining to the religion of the it is noticeably, being the street children they also have to
respondent reveal majority (71 %) of the sample work for feed themselves and for others in the family.
respondents belongs to Hindus religion; 21 percent of the Age of work - Nearly 38 percent of the children started to
sample respondents were Christians and the remaining 8 work in the early age of 5-7 years; 33 percent of them
percent were Muslims. were worked at the age of 9-12 years and 29 percent were
Education: Nearly 31 percent of the street children only started to work at the age of 7-9 years old. Their poor
received some form of formal education and majority of economic conditions and family problems were the major
them have not received any formal education reason which prompted the street children to start
working at a very early age.
4.2 Working conditions of the children Average Daily Wage - Majority (48 percent) of the
children get an average daily wage of less than Rs.50/-;
It was quite natural for us to wonder whether a street 20 percent of them get Rs.50/- to Rs.70/-; 19 percent of
child worked all seven days of the week. The general get more than Rs.80/- and rest of the children were
perception that because their living depends on income earning Rs.70/- to Rs.80/- as their average daily wage.
from work, they would do so. It was also felt that they Majority of them were earning less than Rs.50/- in a day.
would not have any support on a non-working day. Harassment during Presence in the Street - Majority of
Children should work to continue to live their life. The the children faced problems during their presences in the
present study explores, majority (77 %) of the children street were faced harassment (38%) by police officials;
were going for work, for protecting themselves and also nearly 36 percent of them from by passerby/people; 26
for their family members. The table 1 represented that percent of them faced problems due to their occupation
type of work, age of work, average daily wage and and remaining (24%) of them were facing weather/natural
harassment faced by the street children during presence in calamities during their presence in the street. Government
the street. should take necessary action to protect children from
harassment by police and public.
Table- 1: Type Of Work
Particulars Number of Percentage 4.3 Chi-square analysis
Respondents
Type of Work In order to investigate the relationship between the gender
Non-hazardous and working status of the street children. Pearson chi
➢ Begging 20 34.48
square test was done. The null hypothesis framed was:
➢ Selling items 22 37.93
➢ Maid servants 3 5.17
Hazardous H₀: Gender is independent of the working status of the
➢ Cinema ticket 1 1.72 street children.
blacking Ha: Gender is not independent of working status of the
No Fixed Job 13 22.41 street children.
Age of the Work
➢ 5-7 22 37.90 The calculated chi-square values are shown in table 2.
➢ 7-9 17 29.30

SOCIO-ECONOMIC STATUS AND WORKING CONDITIONS OF STREET CHILDREN IN
COIMBATORE CITY
Table-2: Relationship Between Gender And Working the vulnerable group in the society. This will bring down
Status Of Street Children the population of street children.
S.N Variabl Chi- Degre Asympt Interfere
O e Squa e of otic nce 5. CONCLUSION
re Freed Signific
Valu om ant The common characteristics of the street children were
es that they came from extremely poor families with or
1 Age 49.81 4 .000 Reject H₀ without parents and had to work for their own survival
8 and their families. They were engaged in work from their
2 Type of 22.71 1 .000 Reject H₀ early age and had to work for long hours in exploitative
work 3 circumstances. Hence, there is a need for timely
3 Early 41.35 2 .000 Reject H₀ intervention and enriched environment to prevent further
age of 1 damage to the future of these tender lives.
work
4 Daily 64.09 3 .000 Reject H₀ 6. REFERENCES
wage 9
5 Harassm 71.03 2 .000 Reject H₀ 1. Chande HA. (2010). “A Study of the Street and Working
Children Living in Thane City”, IOSR Journal of
ent 6
Humanities and Social Science (IOSR-JHSS), National
Source: Estimated values Multidisciplinary Conference on Child Labour: Issues &
Challenges, pp. 01-04.
The study found that there was significant association 2. Nigam S. (1994). “Street Children of India – a glimpse”,
between working status with gender of the street children. Journal Of Health Management, Vol. 7(1), pp. 63-70.
Thus, the factors that differentiate the boy from girl street
children was their age, type of work, age of entry, daily
wage and harassment.
4.4 Reasons for Working
An attempt was made to identify the factors influencing

the children to work. The children were asked to assign
ranks to various reasons according to the order of priority,
which influenced their intention to work. The ranks were
then converted into scores based on Garrett’s rating scale.
The average scores calculated are given in table 3.
Table- 3: Reason For Working

S.No Reasons Mean Rank
Score
1 Economic situation 44.69 1
2 To be Independent 23.38 3
3 I am the only provider for 18.46 4
the family
4 For livelihood 11.46 7
5 Parental force/ imbibed 04.54 8
6 For drugs or smoking 27.54 2
7 For master 03.62 9
8 For education 15.15 5
9 For food 13.15 6
Source: Estimates based on field survey, 2017
The major reasons for intention to work were ‘economic

situation’, ‘for drugs or smoking’ and ‘to be independent’.
The scores assigned being 44.69, 27.54 and 23.38 points
respectively, with the last two factors having more or less
equal weights. The factors/ reasons which were of least
priority were earning ‘for masters’ the score being 3.62.
Thus, the desire to work was based on their family socio-
economic situations. Hence, the government should take
initiatives to improve the socio-economic conditions of
Vol. 8 (2.1) ❑ January 2019 Page 109

Research Paper Dr. S. Dhanabagiyam et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 110-113 (2019)
A STUDY ABOUT CULTURE - HERITAGE TOURISM IN COIMBATORE
Dr. S. Dhanabagiyam1, R. Pooja2*

Assistant Professor1, Student2
Avinashilingam Institute for Home science and Higher Education, Coimbatore, T.N, India.
Abstract
The important role of tourism industry is transforming economic, social-cultural agenda of a region.
These prompted the nations to search for new unique selling propositions (USP) for marketing tourism
with an integrated approach. Cultural-heritage tourism appears to be an answer to the host of agencies
striving to serve something unique to satisfy the plate of tourists. It is now felt beyond doubt that
Historical Archaeological sites, past relics in the form of forts, monuments, museums, customs,
traditions, dance, music and values are all serious reflection of cultural-heritage of the land, which in
turn, has become important components of the tourism product. The scope of the study is very far
reaching and profound. Cultural-heritage tourism falls in the special class of tourism based on the
search for new, deep and fulfilling cultural experiences, which may be aesthetic, intellectual or
psychological. Cultural-heritage tourism is recognized as a potential force for preserving, maintaining
and conserving the originality of the place. The conference on Cultural-Heritage Tourism and Regional
Development emphasised that cultural-heritage tourism means enrichment of aesthetic and affective
experiences or the quality of life. It enhances the cultural-heritage itself—the enrichment manifesting
itself in the form of enhancement of the resources, total physical setting, preservation of monuments of
cultural importance, expansion of museums and galleries, development of heritage hotels and
revitalization of local music, dance and festivals. The study aims to find the scope of the cultural
heritage tourism in Coimbatore. There has not been deep rooted study on this field. Hence, this study
shows the importance and development in the area of the cultural heritage tourism in Coimbatore.
Keywords: Cultural-Heritage Tourism, Monuments, Traditions, Culture.
1. INTRODUCTION culture, youth culture, consumer culture, work culture,

club culture and so on. However, culture is not confined
Cultural-heritage tourism in India can be developed as to only art form, rather, it is revealed in a wide and broad
one of the most powerful engines of economic growth, spectrum which includes knowledge, beliefs, art, morals,
employment generation, community development, rituals, law, customs, costumes and any other capabilities
preservation and conservation of cultural heritage. There as well as habits acquired by man as a member of society.
is a need to accord the highest priority by the policy
makers of India as well as all other agencies involved in 2. LITERATURE REVIEW
cultural-heritage and tourism.
Charles and Brent (2006)(3) have explained that Tourism
Cultural traditions, such as family patterns, religious is alive with dynamic growth with new activities which
practices, folklore traditions and social customs attract brought new destinations, new technology, new markets
individuals interested in heritage historic structures as do and rapid changes which supports the growth of the
monuments museums, battlefields, historic structures and tourism industry. Bhatia (2003)(2) states that from 70
landmarks. Heritage tourism also includes natural million international tourists movements in the year 1960,
heritage sites, gardens, wilderness areas of scenic beauty WTO forecasts that international tourism arrivals
and valued cultural landscapes of the heritage attractions. worldwide would reach 1.5 billion by the year 2020.
Ashworth (2000)(1) believes Tourism industry is
Culture is regarded as one of the most straight forward constantly in search of new products to satisfy a demand
and at the same time the most varied and complex idea or that is increasingly selective very fickle which is highly
phenomenon of the modern society. In general, the word fashion prone and sophisticated in nature.
culture is used to refer to the sculpture, architecture,
painting, music, dance and other dance forms. On the 3.RESEARCH METHODOLOGY
other hand, while talking about culture, expressions are
used like corporate/company culture, primitive/modern 3.1 Population: Population is the aggregate of all the
culture, Hindu/Islamic culture, folk/mass culture, pop units with specific characteristics on which the samples
A STUDY ABOUT CULTURE - HERITAGE TOURISM
IN COIMBATORE
are drawn. All the items in any field of enquiry constitute computational statistics, we have divided the population
a universe or population. into three stratas in which each strata’s represent the three
According to our research area Population is finite and cultural heritage site. from the stratas simple random
number of items is certain. Hence, the population taken sampling has been applied to arrive a sample size of 151.
into consideration for the study is 1578.
3.4 Tools used for Analysis:
3.2 Sample size: The sample size refers to the number of • Frequencies
samples selected from the population. Nearly ten percent • Z Test
of population size is selected to constitute a sample. The
sample size of the study is 151 from local communities in 4. RESULTS, ANALYSIS AND DISCUSSION
and around Coimbatore.
To find the marital status of Respondents Towards the factors
3.3 Sampling procedure: The sampling procedure used of Cultural-Heritage Tourism.
is stratified random sampling. Stratified sampling is a Ho: Respondents with different marital status have same
method of sampling from a population. Stratification is opinion towards the factor of Cultural - Heritage tourism.
the process of dividing members of the population into
homogeneous subgroups before sampling. In
Table 1
Factors N Mean F Df Sig Sig Null
Gender (2 tailed) Hypothesis
Reason for visit male 80 4.2104 149 .332
.061 .806
female 71 4.2770 148.173 .330 Accepted
Publicity tool male 80 4.0825 149 .303 Rejected**
4.849 .029
female 71 4.1803 146.217 .296
Landscape male 80 4.1500 149 .371
1.774 .185
female 71 4.2300 144.665 .363 Accepted
Cleanliness and male 80 4.0825 149 .026 Rejected**
3.916 .050
maintenance female 71 4.2620 140.193 .023
Tourist satisfaction male 80 4.0450 149 .085
1.869 .174
female 71 4.2028 144.146 .079 Accepted
Literature and folk male 80 4.1050 149 .663
1.038 .310
arts female 71 4.1437 148.645 .659 Accepted
Tourist review Male 80 4.1844 149 .112 Accepted
3.147 .078
female 71 4.3380 144.375 .106
Table 2
Factors Marital N Mean F Df Df Sig Null
status (2 Hypothesis
tailed)
Reason for visit single 92 4.2156 .174 149 .340 .677 Accepted
Married 59 4.2825 128.406 .335
Publicity tool single 92 4.1478 .517 149 .611 .473 Accepted
Married 59 4.0983 133.107 .602
Landscape single 92 4.1757 4.728 149 .739 .031 Rejected**
Married 59 4.2062 147.026 .721
Cleanliness and single 92 4.1304 4.687 149 .261 .032 Rejected**
maintenance married 59 4.2237 141.911 .238
Tourist satisfaction single 92 4.0935 7.823 149 .484 .006 Rejected**
married 59 4.1593 148.561 .447
Literature and folk single 92 4.1326 .482 149 .790 .489 Accepted
arts married 59 4.1085 129.782 .787
Tourist review single 92 4.2554 2.062 149 .976 .153 Accepted
married 59 4.2585 142.904 .340
From the table 1, it is inferred that there is significant the factors Publicity tool and Cleanliness and
difference in opinion exists among male and female for Maintenance.
the factors of Publicity tool and Cleanliness and Hence, there is no significant difference in opinion exists
Maintenance. Hence, the null hypothesises rejected for among the male and female respondents for the factors of
Reason for visit, Land scape, Tourist satisfaction,
Vol. 8 (2.1) ❑ January 2019 Page 111

Literature and folk arts, Tourist Review. Hence null provided and satisfaction towards Cultural Heritage
hypothesis is accepted for the factors of Reason for visit, Tourism Coimbatore.
Land scape, Tourist satisfaction, Literature and folk • The male and female respondents have difference in
arts, Tourist Review. opinion on the factors of the Cultural Heritage
Tourism. As per the findings male tourists are more
4.1 To Find The Marital Status Of Respondents abundant to the tourist sites. Hence, it is suggested to
Towards The Factors Of cultural -Heritage Tourism encourage high safety requirements, hostile
environment to stay in and some religious activities to
Ho: Respondents with different marital status have encourage female tourists to visit as well.
same opinion towards the factor of Cultural - Heritage • With the help of the analysis it is found that the
tourism. publicity tool used were not so effective in attracting
tourists to visit the place. Hence, its important to
From, the above table 2, it is inferred that there is improve the publicity technology by using
significant difference in opinion exist among single and advertisements, broachers and the media help and
married respondents for the factors Land scape, ideas for its growth.
Cleanliness and Maintenance, Tourist satisfaction. • As per the analysis, many respondents have found the
Hence, the null hypothesis is rejected for the factors Land landscape satisfying their expectation, therefore its
scape, Cleanliness and Maintenance, Tourist important to ensure there is proper maintenance to
satisfaction. increase its reputation.
• The analysis has shown that very few respondents
But, there is no significant difference in opinion exists have stayed in the cultural heritage site for more than
among the single and married respondents for the factors a week, this finding has proven that the
of Reason for visit, publicity tool, Literature and folk accommodation for the cultural site should be
arts, Tourist Review. Hence, null hypothesis is accepted improved, availability of accessibility should be well
for the factors of Reason for visit, publicity tool, reached, and have well recognized hotels around the
Literature and folk arts, Tourist Review. heritage spot to bring in foreign tourists to bring in
people to stay for more than a week.
4.2 Findings • The tourists have found some inconvenience with the
Coimbatore is the major commercial center and has often cleanliness of the place, the hygiene and the
referred as the Manchester of South India. The present environment should be kept well maintained. Hence,
study is taken the factors are cultural heritage tourism in the cleanliness should be properly regulated and well
Coimbatore. monitored for future tourist inflow to the destination.
• Among the respondents, 53.0% of respondents are
male and 47.0% of respondents are female 5. CONCLUSION
respondents. Also, 60.9% of the respondents are
single, and 39.1% of the respondents are married. The essence of ‘Coimbatore culture’ is the sum total of
• Among the respondents, 60.3% of respondents are in the marvellous achievements of the people in the past
the age group of below 25 years, 15.2% of acquired through religions, festivals, folklore, dance,
respondents are in the age group 26-35 years,9.9% of theatre, painting, music, architecture, sculpture,
respondents are in the age group of 36-50 years, and handicrafts, education, libraries, agriculture, newspapers
14.6% of respondents are in the age group of above and other media, Ayurveda, literature, spirituality and the
50years and also13.9% of the respondents are like. It is the prime duty of our state administration and
SSLC,17.2% of the respondents HSC,43.7% of the the generation to which this wealth is benefitted to, to
respondents are under graduate, and 25.3%of the preserve the cultural identity of this land and transfer the
respondents are Postgraduate. noble elements of it to other people who come here as
• By the help of Z-test, shows the male and female tourists.
respondents have different opinion towards the factors
of Publicity tool and Cleanliness and maintenance, but There are many challenges in the path of effective
they have same opinion male and female Reason for cultural tourism development. When the host
visit, Land scape, Tourist satisfaction, Literature and community’s cultural heritage is the substance of what it
folk arts, Tourist Review. offers to visitors, protecting that heritage becomes
• By the help of Z-test, shows the single and married essential. Hence, a major challenge in any cultural
respondents have the different opinion for factor Land heritage tourism programme is ensuring that increased
scape, Cleanliness and maintenance, Tourist tourism does not destroy the very qualities that attract
satisfaction, but they have same opinion for Reason visitors at the first instance.
for visit, Literature and folk arts, Tourist Review.
Efforts of proper restoration and effective preservation,
4.3 Suggestion prevention of excess commercialization, dilution of
From the above analysis, it has been found that the culture, lack of interests among the host communities,
following suggestions are based on the factors service generation gap, imitation of other cultures etc, are also the
concerns of destination as regards cultural heritage

A STUDY ABOUT CULTURE - HERITAGE TOURISM
IN COIMBATORE
tourism. The designers expectations of cultural heritage

tourists, world over, have increased manifold in recent
years and ensuring the delivery of genuine and quality
products and services is a challenge.
There is an inevitable dichotomy between satisfying the

pressure for economic growth through tourism and
protecting the cultural heritage sites and monuments that
lie in its heart. Therefore, there is a need to establish
quality standards and systems of good practice to protect
the past relics and safeguard the country’s cultural
heritage. The key lies in finding the right balance between
encouraging the expansion of cultural tourism and
safeguarding heritage sites and monuments by keeping
the volume of tourists to heritage travel destination areas
within sustainable limits.
6. REFERENCES
1. Ashworth GJ. (2000). "Heritage Tourism and Places: A

Review", Tourism Recreation Research, Vol.25(1), pp.19-
29.
2. Bhatia AK. (2003). “International Tourism Management”,
Sterling Publishers, New Delhi.
3. Charles RG, and Brent JR. (2006). “Tourism Principles,
Practices, Philosophies”, John Wiley & Sons, Canada.
• Bibliography
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History of South India (Ancient, Medieval & Modern),
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13. Dasgupta D. (2011). Tourism Marketing, Dorling
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Vol. 8 (2.1) ❑ January 2019 Page 113

Research Paper Sandhya Durga Prasad et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 114-120 (2019)
HERITAGE TOURISM DEVELOPMENT OF GREAT LIVING CHOLA TEMPLES: A

STUDY ON VISITORS PERCEPTION AND GIS REPRESENTATION
Sandhya Durga Prasad1, Dr. V.T. Bindu2*

Research Scholar1, Asst. Professor (SS)2,
Dept. Of Tourism Management, Avinashilingam Institute for Home Science and Higher Education for
Abstract
Heritage tourism is renowned as a foundation to diversify the country’s wealth. Tamil Nadu is well
renowned for its innumerable number of living monuments in the form of rock cut caves, structural
temples, forts, palaces, etc. Apart from these monuments, various performing arts, festivals, dance,
music, art and paintings attracts a lot of tourists to Tamil Nadu. The state has the largest tourism
industry in India with an annual growth rate of 16 percent. Most of the Great Living Chola Temples are
UNESCO World Heritage Monuments. Chola Temples such as Brihadisvara Temple,
Gangaikondacholapuram temple, Airavateswarar temple and Sri Ranganathaswamy temple were taken
for the study. The contribution of Chola Dynasty plays a very important role in TamilNadu heritage
tourism. The current study focused on Great living Chola temples and Sri Ranganathaswamy temple
which is also build by Chola dynasty. The architecture of each temple, facilities provided, festivals
celebrated and accessibility were assessed. QGis is used to represent the map of the four temples. The
study was undertaken to know the prospects and potentials of heritage tourism. The study throws light
on the chola’s contributions on TamilNadu heritage. It highlights the visitor’s perception on Chola
dynasty and its surroundings.
Keywords: Heritage tourism, Visitor’s perception, Great living Chola Temples and GIS.
1. INTRODUCTION 1.1. Heritage tourism in Tamil Nadu:
Tourism is travel for pleasure. Heritage tourism occupies Tamil Nadu has more than 4,000 years of continuous
a significant proportion of the ‘cultural tourism’ cultural history. Tamil Nadu has some of the most
spectrum, and while it often overlaps with and links to remarkable temple architecture in the country, and a
other tourism product, the historic or human dimensions living tradition of music, dance, folk arts and fine arts.
considerably inform and shape all parts of the spectrum. The state is well renowned for its temple towns and
In this sense, heritage provides an ‘overarching’ heritage sites, hill stations, waterfalls, national parks,
component or common thread for many tourism products local cuisine and the natural environment and wildlife.
in a country or localized area. The state has the largest tourism industry in India with an
annual growth rate of 16%. In 2015, the number of
As defined by The National Trust for Historic domestic arrivals was at 333.5 million making the state
Preservation(13), “Cultural heritage tourism is travelling to the most popular tourist destination in the country, and
experience the places, artefacts and activities that foreign arrivals numbered 4.68 million, the highest in the
authentically represent the stories and people of the past country, making it the most popular state for tourism in
and present. It includes cultural, historic, and natural the country.
resources. Heritage tourism is a growing industry.
1.2. Need for the study
“According to a 2003 study by the Travel Industry
Association of America(3), 81% of U.S. Adult travellers in Though there are studies on heritage tourism; the
2002 incorporated a heritage or cultural activity into their contribution of Chola dynasty was not explored much.
trip. Heritage and cultural travellers consistently stay Majority of Chola architecture comes under UNESCO
longer and spend more money than other types of U.S. world heritage sites. The contribution of Chola dynasty
traveller, averaging $623 per trip versus $475 per trip for play vital role in Tamil Nadu heritage tourism. Among
other U.S. travellers. They have a greater respect for the the Chola contributions, ‘The great living Chola temples
places they visit and are less likely to have a negative are listed in UNESCO world heritage sites. Sri
impact on heritage resources. Thus, heritage tourism is an Ranganarthaswami temple in Tiruchirappalli also attracts
important tool to develop the economy”. lots of tourists, which is yet another great contribution of

HERITAGE TOURISM DEVELOPMENT OF GREAT LIVING CHOLA TEMPLES: A STUDY
ON VISITORS PERCEPTION AND GIS REPRESENTATION
Chola dynasty. Hence the researcher has taken Great tourism as “an immersion in the natural history human
Living Chola Temples and Sri Ranganarthaswami temple heritage, arts, philosophy and institutions of another
in Tiruchirappalli for the current study to understand the region or country”. Bansal and Gautam (2004)(2) have
contributions of Chola dynasty to explore the research. stated that globally 37 per cent tourism is culturally
motivated and it is growing at the rate of 15 per cent
1.3. Scope of the study annually. The authors have described that lack of
resources, lack of expertise, lack of ready product, lack of
The study revolves around Chola architecture which mutual knowledge and minimal marketing are the main
throws light on the chola’s contributions on Tamil Nadu reasons affecting heritage tourism in India.
heritage. It analyses the tourist’s perception on heritage,
festivals and souvenirs of Chola temples. It also rank the 2.1. Geographical Information System (GIS) in
four temples based on various attributes. Thus, the study Heritage Tourism
pave way on the heritage tourism developmental factors
which can be tapped by the planners for designing and Historical information and vestiges about culture
marketing of heritage centers of the state. landscape, custom and traditions and architectural
monuments offered by GIS applications are essential for
1.4. Objectives of the study an efficient management of municipalities for planning
• Study the Visitors perception on art and heritage about procedures like landscape planning, project planning or
Brihadeeeshwara temple and Gangaikondacholapuram regional developments.(15)
temple.
• Study the Visitors perception on art and heritage about As a “spatial toolbox”(12) for archaeological, historical,
Airavateswarar temple and Sri Ranganathaswamy cultural and social investigation, GIS has become an
temple. important technology for cultural heritage conservation in
• Rank the Chola temples on various heritage attributes. the past two decades. Application of GIS is considered as
• Represent Chola architectural temples on QGIS. another effective means for urban heritage conservation
now. Because of the advantage of GIS on data
2. LITERATURE REVIEW management, data analysis and visualization, it is helpful
in the field of urban heritage conservation. Investigation
Peoria et al (2001)(8) describes Heritage tourism is a of cultural relics or historical environment, foundation of
phenomenon based on tourists motivations and database, evaluation of historical or cultural values,
perceptions rather than on specific site attributes, Heritage monitor management for influence factors, and planning
tourism is a subgroup of tourism, in which the main formulation for urban heritage conservation. The famous
motivation for visiting a site is based on place‘s heritage foreign cases are the protection projects of Angkor Wat in
characteristics according to the tourist‘s perception of Cambodia, Wanrong in Laos, Vietnam Hue, and some
their own heritage‘. Heritage tourism has captured so protection projects in Europe, Australia and North
much attention during the past decade primarily due to America. There is a wide range of applications of
the fact that economics drive the interest in heritage Geographical Information Systems in the field of
tourism. Srivastava (2009)(10) proclaimed that India was Heritage conservation and urban revitalization. Advances
increasingly seen as an exotic destination offering a mix in new technologies and GIS tools have brought many
of culture, history and state of arts amenities to the benefits to urban planners, architects, conservationist,
international traveler. According to the researcher, managers and other experts involved in the process of
heritage tourism is a fertile ground for exercising creative cultural heritage management. Local authorities and
talents, fostering special kinds of relations between the central governments responsible for managing and
visitors and the host of population and between the protection of cultural heritage increasingly rely on
tourists and the environment. While the international information systems and start to implement GIS
tourists are more satisfied with food, hotel and people of technologies for managing and exchange of spatial data.
India, deep sense of dissatisfaction can be perceived with Technical documentation and evaluation of the present
regard to infrastructure. There is dissatisfaction with situation enables to develop plans and strategies for
respect to bad road conditions, inordinate delays at protection and future sustainable development(5).
immigration counters, bad airport facilities, and absence
of sign boards, illegal guides and poor maintenance of Kushwaha et al (2011)(6) has identified the Potentials of
heritage places. However, the tourists are very much GIS in Heritage and Tourism, Applications of GIS in
satisfied with guides approved by the government. tourism planning shows illustrates that GIS is a strong
Timothy and Boyd (2003)(11) stated that heritage can be and effective tool that can aid in tourism planning and
divided into tangible immovable resources (e.g. national decision-making. Optimum planning for sightseeing,
park, sanctuaries, monuments, buildings), tangible query of geographical data, obtaining the visual and
movable resources (e.g. objects in museums) and detailed information about the geographical data and
intangible resources including values, customs, network analysis applications were carried out. GIS
ceremonies, lifestyles and experiences such as cultural design and application for tourism and network analysis
events, currently UNESCO focusing on folk dances of help users to supply optimum planning for tourism.
south India as a cultural heritage. It defines that heritage
Vol. 8 (2.1) ❑ January 2019 Page 115

2.2. Chola Architecture the accepted hierarchy of communities and individuals in
society. The temple was not only a place of worship. It
Younger (1995)(14) says that the Cholas are held to be filled a large place in the cultural and economic life of the
responsible for the incorporation of Tamil hymns into people.
temple liturgy (and the worship of the poet-saints who
authored these hymns) and for the elevation of the 3. RESEARCH METHODOLOGY
Nataraja temple at Chidambaram to a position of central
importance these being the ‘two pillars of the religious Thanjavur was the ancient capital of the Chola Kingdom
policy’ of the early Cholassee. Sastri (1975)(9) states that and went on to thrive under the Marathas and the Nayaks.
most of the early temples of the Pallavas were built with a Since it was a vibrant city in ancient times, Thanjavur is
kind of soft stone. But the Cholas used the strong granite one of the very few historical sites in the country that still
stone. Vijayalaya, the founder of later Chola empire had has its temples and relics preserved. Thanjavur is also
built the Nisumbhasudani temple at Tanjore and it is known as the ‘Rice Bowl of India’ and is also considered
supported by the Kanyakumari inscription of Vira to be one of the leading cultural head-quarters of the
Rajendra. The maturity of Chola architecture found region. Great living Chola temples (Brihadeeshwara
expression in the two magnificent temples of Thanjore temple, Airavateswarar temple and
Brahatheeswarar temple by Raja Raja I and Gangai Gangaikondacholapuram temple) and Sri
Konda Cholapuram temple by Rajendra I Vaishnava Ranganathaswamy temple were taken for the study. A
Temples at Cheranmahadevi, Thirukadiyam and a host of sample of 250 people was taken for the survey. The
others speaks appeal. method used was convenience sampling.
2.3. Temple worship The visitor’s perception on heritage temples of Chola

dynasty was assessed on a 5 point likert scale. Ranging
Balasubramanian (1967)(1) says in sangam literature the from 5 to 1; Strongly Agree to Strongly Disagree. Maps
temples were variously known as kovil, nagaram and were created using the QGIS (Quantum GIS) software, to
kottam. After the sangam period the temples formed an analyze and edit spatial information, in addition to
important land mark in the monumental history. Ivakhiv composing and exporting graphical maps.
(2003)(4) mentions in the study that a pilgrim is dissimilar
from a tourist. For a visitor journey is a stop in itself. For 4. RESULTS, ANALYSIS AND DISCUSSION
a pilgrim, journey is a way to an end. Pilgrims with
pilgrimage tourism is one of the highest emergent tourism The figure 1 shows a clear perception of the tourist about
segments in the planet. Not only has it turn into a visiting Brihadisvara temple as a destination. The mean
significant issue of the Indian existence method. Marriott value ranges from 4.76 to 2.51. It is clear that majority of
(1996)(7) stated that the temples wielded vast influence in respondents are aware about the history of the temple.
the state through the possession of wealth. Ownership of Awareness of the temple history has a highest mean value
vast estates, control of markets and credit occupation of 4.76 and Attracts the most has the lowest mean value
lay positions, celebration of festivals and above all the 2.51which means they are least attracted to architecture,
authority to decide the social status. The right to enter culture, festivals celebrated and cleanliness of
certain parts of the temple, the right to participate in Brihadisvara temple.
certain ceremonies and the order of precedence in certain
rites and festivals were the important visible expression of
Attracts the most
Happy with the work culture of the temple
Experience a pollution free environment
The Temples Nandi made out of a single stone
Visiting the temple because it is a world heritage site
Awareness of Temple Architecture
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Figure 1: Brihadisvara Temple

Souvenirs
Attracts the most
Accessible to the temple easily
Fellow devotees were maintaining discipline
Temple trust is providing good facilities
Awareness of festivals celerated and visit regularly
Temple contains musical steps
Awareness of Temple History
Visiting the temple because it is a world heritage site
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Figure 2: Airavateswarar Temple
Souvenirs
Attracts the most
Statue of Ganesha and Arthanadhiswarar
Biggest shivalingam in south india
Awareness of Temple History
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Figure 3: Gangaikondacholapuram Temple
Souvenirs
Attracts the most
Kamba Ramayana was first staged in this temple
Visit the temple only during the festive times
The main lord is made of mud
Largest temple tower in the world
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Figure 4: Sri Ranganathaswamy Temple
Vol. 8 (2.1) ❑ January 2019 Page 117

The figure 2 shows a clear perception of the tourist about dancing dolls and traditional crafts of
visiting Airavateswarar temple as a destination. The mean Gangaikondacholapuram Temple.
value ranges from 4.65 to 1.85. It is clear that majority of
respondents experience a pollution free environment. The figure 4 shows a clear perception of the tourist about
Experience a pollution free environment has a highest visiting Sri Ranganathaswamy Temple as a destination.
mean value 4.65 and Attracts the most has the lowest The mean value ranges from 4.36 to 2.32. It is clear that
mean value 1.85 which means they are least attracted to majority of respondents agree that the temple is easily
architecture, culture, festivals celebrated and cleanliness accessible. Accessible to the temple easily has a highest
of Airavateswarar temple. mean value 4.36 and Souvenirs has the lowest mean value
2.32 which means they are least interested to purchase
The figure 3 shows a clear perception of the tourist about souvenirs such as trinklets, brass idols, kitchen – ware
visiting Gangaikondacholapuram Temple as a destination. made of iron and photographs of Gods at Sri
The mean value ranges from 4.66 to 2.42. It is clear that Ranganathaswamy Temple.
majority of respondents experience a pollution free
environment. Experience a pollution free environment has The Garrett Ranking is done to rank the four temples built
a highest mean value 4.66 and Souvenirs has the lowest by the Chola Dynasty under the factors such as
mean value 2.42 which means they are least interested to Architecture and Heritage, Festivals and Celebrations,
purchase souvenirs such as silk weaves, tanjore paintings, Cleanliness and Discipline and Accessibility.
Table 1
Temples Architecture Ran Festivals Rankin Cleanliness And Ran Accessibil Rankin
And king And g Discipline kin ity g
Heritage Celebration g
s
Brihadishwarar
Temple 0.8537 1 0.87 2 0.8509091 3 0.8754 1
Airavateswarar 0.8505 2 0.8435 4 0.8579 1 0.8463 3

Temple
Gangaikonda
Cholapuram 0.8477 3 0.8569 3 0.8554 2 0.8439 4
Temple
Sri
Ranganathaswam 0.8474 4 0.8701 1 0.8502 4 0.8737 2
i Temple
From the table 1, ranking is done on the basis of

Architecture and Heritage, Festivals and Celebrations,
Cleanliness and Discipline and Accessibility. On the basis
of Architecture Brihadisvara temple ranks first and Sri
Ranganathaswamy temple ranks the least.
On the basis of Festivals and Celebrations Sri

Ranganathaswamy temple ranks first and Airavateswarar
temple has the least rank. On the basis of Cleanliness and
Discipline Airavateswarar temple ranks first and Sri
Ranganathaswamy temple ranks the least. On the basis of
Accessibility Brihadisvara temple ranks first and
Gangaikondacholapuram temple ranks the least.
4.1.Temples of Chola Dynasty in QGIS

Figure 5
The map in Figure 5 shows the four temples of Chola
dynasty such as Brihadishwara temple, Airavateswarar The map in Figure 6 shows the four temples of Chola
temple, Gangaikondacholapuram temple and Sri dynasty such as Brihadishwarar temple, Airavateswarar
Ranganathaswamy temple. The map is exported to QGIS temple, Gangaikondacholapuram temple and Sri
Software which is in a Polygon Representation that is Ranganathaswamy temple. The map is exported to QGIS
located according to the temple’s latitude and longitude. Software which is in a Line Representation that is located
according to the temple’s latitude and longitude.

about them. So the government can be more vigilant

in enforcing those facilities in all the four temples.
▪ Extra facilities and security should be maintained
during the festival time and auspicious occasions due
to carrying capacity safety.
▪ Government should implement a strict law for the
maintenance of the art & architecture because of the
destruction and non maintenance of the heritage and
its culture by both the local community and tourists.
▪ Government can implement an idea like ‘Delhi Haat’
near the Chola temples to promote and give awareness
about the ancient handicrafts made by the local
community, which can improve the living standard of
locals and increase tourists inflow.
Figure 6 5. CONCLUSION
4.2. Findings The four temples are magnificent and it is the greatest
▪ Thanjavur was the ancient capital of the Chola glories of Chola architecture. They are the must see
Kingdom and is one of the very few historical sites in temples in Tamil Nadu tourism. Heritage tourism is now
the country that still has its temples and relics renowned as a foundation of diversify the country’s
preserved. From the descriptive statistics it is found wealth. The study has discovered a mixture of hurdles
that Awareness of the temple history has a highest that deal with the continuous improvement of Heritage
mean value 4.76 in Brihadiswara temple, Experience a tourism. The data presented in this paper indicate the
pollution free environment has the mean values of prospects of heritage tourism development. Although
4.65 in Airavatheswarar temple and 4.66 in progress to date has been restricted to few major sites, the
Gangaikondacholapuram temple respectively, Sri analysis shows that it should be possible to spread the
Ranganathaswamy temple is easily accessible and has progress of Heritage tourism to more parts of the region.
a highest mean value 4.36. These problems had been analyzed in detail and suitable
▪ By using GARETT’s RANKING Technique, each suggestion had been given.
temple is given a rank according to the factors such as
the Architecture & Heritage, Festivals & Celebrations, As a basis for planned policy directions and strategies,
Cleanliness & Discipline, and Accessibility. It is statistics, it is useful to consider these various
found that Brihadishwara temple stood first among recommendations and suggestions for effective heritage
architecture , Festivals & Celebrations Sri tourism development. Heritage site can be developed as a
Ranganathaswamy temple ranks first, Cleanliness & delightful objective for overall tourism development of
Discipline Airavateswarar temple ranks first and state. It also helps the community in terms of foreign
Brihadishwarar temple ranks first for Accessibility exchange, employment generation, income and
▪ By using QGIS software the location of the temple i.e. government revenue, etc.
latitude and longitude is found and the temples are
projected using polygon and line representation. Temples are mapped using QGIS software which helps
the tourists to reach the destination easily. The study
4.3. Suggestions paves way on the heritage tourism development of Great
▪ The tourist facilities, safety and security can be Chola Temples.
improved to make them feel Thanjavur as one of the
best heritage site to visit. 6. REFERENCES
▪ More domestic transport facilities can be improved to
easily access each temple from the main cities. 1. Balasubramanian SR. (1967). “Early Chola Art”, Part I Asia
▪ Proper cleanliness can be maintained in the temples to Publishing House, Bombay
make the tourists stay comfortable and proper 2. Bansal SP, and Gautam P. (2004). “Heritage Tourism in
discipline should be maintained among the tourists Himachal Pradesh”, Journal of Management and Research,
inside the temple premises. pp.80-85.
▪ The souvenirs tourists prefer are dancing dolls in 3. http://coloradopreservation.org/faqs/what-is-heritage-
Brihadishvara temple, traditional crafts in tourism/
Airavateswarar temple, tanjore paintings in 4. Ivakhiv A. (2003).”Nature and Self in New Age
Gangaikondacholapuram and kitchen wares in Sri Pilgrimage”, Culture and Religion Journal, Routledge
publications, 4(1)
Ranganathaswamy temple. So certain measures can be
taken to promote more such things. 5. Korumaz AG, Yildiz F, and Karasaka L. (2009). “Laser
scanning in revitalization projects for historical streets”,
▪ The study has sharp differences about the awareness 22nd CIPA Symposium, Kyoto, Japan.
of the tourists about the heritage sites and knowledge
Vol. 8 (2.1) ❑ January 2019 Page 119

6. Kushwaha A, Chatterjee. D, and Prerna M. (2011).
“Potentials of GIS in Heritage and Tourism”, Geospatial
World Forum, Hyderabad, India, pp.18-21.
7. Marriott MK. (1996). “Little Communities in an Indigenous
Civilisation, Village India: Studies in the Little
Community”, University of California Press, Berkeley,
pp.171-222.
8. Peoria Y, Butter R, and Aivay D. (2001). “Clarifying
Heritage Tourism”, Annals of Tourism Research, Vol.23(2).
9. Sastri KAN. (1975). “The Cholas”, Madras
10. Srivastava M. (2009). “Assessing International Heritage
Tourist Satisfaction in India”, Indian Journal of Marketing,
Vol.xxxix(4), pp.49-54.
11. Timothy DJ, Boyd SW. (2003). ''Heritage Tourism','
Pearson Education, p.327.
12. Wheatley D, and Gillings M. (2003). “Spatial technology
and archaeology: the archaeological applications of GIS”,
CRC Press.
13. www.nationaltrust.org/heritage_tourism
14. Younger P. (1995). “The home of dancing Sivan: the
traditions of the Hindu temple in Chidambaram”, Oxford
University Press, New York.
15. Zgura D, Sabou GC, and Voicu A. (2012). “Preserving the
Heritage Using GIS Technologies”, Proceedings of XXII
International Conference of RESER, pp.136-143.
• Bibliography
7. www.chidambaravilas.com/heritage-tourism-in-india/
8. www.culturalheritagetourism.org/what-is-heritage-tourism/
9. www.tanjore.net/history.htm
10. www.ancient.eu/Tanjavur/

Research Paper Dr. A.C. Kavitha et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 121-124 (2019)
DEVELOPMENT ISSUES IN THE POST REFORMS PHASE – HOW INCLUSIVE IS

INDIA’S DEVELOPMENT PROCESS?
Dr. A.C. Kavitha1, Dr. P. Parvathy2

1
Assistant Professor , Department of Economics, RGM Govt. College, Attapady, Kerala, India.
Assistant Professor2, Department of Economics, Govt. Victoria College, Palakkad, Kerala, India.
Abstract
A holistic approach to development process demands incorporation of the concept of inclusive

development so as to ensure that the fruits of development do not bypass the poor, the marginalized and
the vulnerable sections of the society. Development becomes inclusive only if all the stakeholders are not
just beneficiaries of development process but also active agents of it. The need to assess the extent to
which the development process in India is inclusive in the post reforms phase is imperative reckoning the
fact that India has witnessed tremendous economic growth during this period. Though remarkable
growth rates in Gross National Income, Gross Domestic Product and GDP Per Capita could be
registered in the post reforms period, India was outdone by other emerging market economies among
BRICS nations as well as the South Asian neighbors on most of the development indices such as HDI,
Inequality adjusted HDI, GDI, GII, IDI, Gini coefficient for income and wealth, etc. This serves to
indicate the extent of exclusion that manifest itself in forms in the country such as gender divide, rural-
urban divide, concentration of income and wealth, constrained labor force participation etc denying the
benefits of economic growth to the marginalized and vulnerable sections of the society. This definitely
points to the need for the implementation of inclusive development strategy in India.
Keywords: Inclusive development, Gender, inequality, Rural-urban divide, Development indices.
1. INTRODUCTION between economic growth and poverty reduction. The

theories of 1950s and 1960s emphasized on the concept
India is going through a period of major transformations of trickle down effect that suggests the percolation of
that calls for new policy responses to address emerging gains of economic growth to the poorest of the poor as
development issues. Even though, India is recognized as corroborated by the theories of Ragner Nurkse (1953),
emerging economy in the international level, there is Simon Kuznets (1955) and W.W Rostow (1960). Skare
susceptibility regarding the sustainability of development. and Druzeta (2016)(9) further observe that failure of
Development could be sustainable in the long run, only if economic growth to trickle down to the marginalized
it is broad based, pro poor, pro gender, environmentally brought to the fore the need for a unified approach to
sustainable and able to bring all section of population in economic growth and poverty reduction as highlighted in
to development process. Along with top down approach, the studies of Datt and Ravallion (1992), Person and
direct goal approach and bottom up approach, our policy Tabellini (1994), Fosu (2010), etc. The need for an
makers have adopted inclusive growth approach to make inclusive development strategy was further signified by
India’s development sustainable. studies of Piketty (2013)(7) that depicted the stark income
inequalities and wealth concentrations in the twenty first
UNDP has defined inclusive growth as “the process and century.
the outcome where all groups of people have participated
in growth and have benefited equitably. This implies that The studies by Vijayakumar (2012)(13) and Kannoujia
inclusive growth should include all sections as (2016)(5) examine the challenges and constraints to
beneficiaries as well as partners in growth and that inclusive growth in India. These studies outline the need
inclusion of the excluded should be embodied in the for policy initiatives to address agrarian distress, regional
growth process. disparities, institutional weaknesses and economic
inefficiencies so as to achieve the stated goal of inclusive
2. LITERATURE REVIEW growth. Chakrabarti (2018)(2), Chatterjee (2018)(3), Jolad
and Vaijayanti (2018)(4) and Sriram (2018)(10) throw light
A host of literatures bring out the paradigm shift that has on four different aspects of inclusive growth discourse in
occurred in the perspectives on the concept of economic India. Chakrabarti discusses the problems associated with
development. Skare and Druzeta (2016)(9) review the jobless growth coupled with high levels of informal sector
theories of economic development that explore the link employment in the country constraining inclusive growth.
While Chatterjee discusses the critical shortfalls in health productive employment, labour market discrimination etc
infrastructure, Jolad and Vaijayanti (2018)(4) outline the are prominent among them.
declining public school system that can pose threats to the
goal of inclusive growth. The focus of Sriram is the need To overcome all types of exclusion, India needs to
for financial inclusion to attain inclusive growth in India. include elements like generating productive employment,
OECD Report (2017)(6) identified following factors that poverty reduction, protection of environment,
slow inclusive growth in India. Social inequality, development of social sector and empowering women.
economic inequality, spatial inequality, faulty legal and This is clearly illustrated in the theoretical model offered
institutional set up, inability and inaccessibility to new by Vellala (2014).(12)
Productive employment Poverty reduction Inequality reduction
Economic growth Human development

Inclusive growth
dimensions
Socio economic amenities Gender equity
Governance
Table 1: Annual Growth of Economic Indicators in India (%)

Year 1990 1995 2000 2005 2010 2011 2012 2013 2014 2015 2016 2017
GNI growth rate % 5.37 7.74 3.56 9.26 9.72 6.85 5.14 6.31 7.49 8.18 7.11 -
GDP growth rate % 5.53 7.55 3.84 9.28 10.26 6.64 5.46 6.39 7.41 8.15 7.11 6.62
GDP per capita 3.37 5.53 2.01 7.57 8.76 5.25 4.13 5.09 6.14 6.89 5.89 5.43
growth rate %
Source: World Bank Data base, 2018(14)
Theortically based on Kuznet Hypothesis, It is true that is evident from the significant economic growth rates
growth is always associated with inequality but reducing registered by India in the post reforms phase as evident in
inequalities is a necessary condition to make growth Table 1.
inclusive and sustainable.
Gross National Income, Gross Domestic Product and
3. RESEARCH METHODOLOGY Gross Domestic Product Per Capita of India registered
significant growth rates during the post reforms period in
A host of indicators can be employed to assess the extent India. But these indices alone cannot be regarded as ideal
of inclusive development in India. These can range from benchmark of economic development. Hence these
purely economic indicators such as poverty estimates, indices have to be supplemented with other measures of
sectoral shares in GDP, Gini coefficients on incomes and economic development such as HDI, Inequality adjusted
wealth etc to multi-dimensional indices such as Human HDI, GDI, GII, IDI, Poverty estimates, inequality
Development Index (HDI), Gender Development Index measures such as Gini coefficients for income and wealth
(GDI), Gender Inequality Index (GII), Inequality adjusted etc. to capture the various aspects of exclusion visible in
HDI, Inclusive Development Index (IDI), etc. These India’s development process. These indices serve to
indicators serve to capture the manifestation of disparities indicate the fact that India is yet to achieve the goal of
in the country at various levels such as economic inclusive growth which manifest itself in various forms
inequalities; gender based disparities as well as rural – such as gender gaps, rural-urban divides, concentration of
urban divides in access to employment and other basic wealth and incomes, constrained labour force
services such as education and health. The study relies participation coupled with high levels of informal sector
exclusively on secondary data sources accessed from the unemployment and the like.
official websites of the RBI, the World Bank, UNDP and
World Economic Forum to bring light on the levels of HDI is a composite index that measures average
exclusion in India. achievement in three basic dimensions of human
development—a long and healthy life, knowledge and a
Objective decent standard of living. India of course has made
• To examine the extent of inclusive development in tremendous progress in HDI over the years from 0.460 in
India. 1995 to 0.64 in 2017. However, India ranks at a low of
130 among 189 countries faring poorly compared to other
4. RESULTS, ANALYSIS AND DISCUSSION emerging economies in BRICS nations with Brazil at 79,
China at 86, Russia at 49 and South Africa at 113.
India is one of the fastest growing economies and is Despite a progress in HDI in India, it can be observed that
reckoned as one of the emerging market economies. This inequality adjusted HDI is consistently below HDI scores

DEVELOPMENT ISSUES IN THE POST REFORMS PHASE – HOW INCLUSIVE IS INDIA’S
DEVELOPMENT PROCESS?
for the period 2010-17 pointing to the persistence of in Table 2. GDI is the ratio of female to male HDI values
inequality in India. and has registered an improvement over the years. GII is
a composite measure reflecting inequality in achievement
It is further interesting to observe that HDI scores between women and men in three dimensions:
computed for males are higher than HDI scores for reproductive health, empowerment and the labour market.
females consistently throughout the period 1995 to 2017 It is a positive sign that GII score is dropping in India in
indicating gender gaps in India’s development process. the post reforms period suggesting a decline in gender
Another indicator of existence of gender inequality in gaps.
India is confirmed by the scores of GDI and GII as given
Table 2: Development Indices: How India has fared over the years?
Indices 1995 2000 2005 2010 2011 2012 2013 2014 2015 2016 2017
HDI 0.460 0.493 0.535 0.581 0.591 0.60 0.607 0.618 0.627 0.636 0.64
HDI Male 0.523 0.557 0.592 0.634 0.645 0.650 0.656 0.666 0.673 0.680 0.683
HDI Female 0.372 0.416 0.458 0.503 0.516 0.528 0.541 0.554 0.560 0.571 0.575
Inequality - - - 0.408 0.424 0.424 0.433 0.441 0.456 0.459 0.468
Adjusted HDI
GDI 0.712 0.747 0.774 0.794 0.801 0.812 0.825 0.832 0.832 0.840 0.841
GII 0.687 - 0.619 0.581 0.574 0.567 0.558 0.544 0.534 0.524 0.524
Source: United Nations Development Programme HDR, 2018 (11)
Table 3: Inclusive Development Index – India versus BRICS Nations and South Asian Neighbors
Countries IDI score IDI Rank GDP Per IDI trend IDI trend GDP Per
Capita score Rank Capita trend
rank rank
BRICS 2018
India 3.09 62 51 2.29 31 3
Brazil 3.93 37 12 -3.26 62 73
Russia 4.20 19 9 0.48 43 70
China 4.09 26 22 2.94 19 1
South Africa 2.94 69 20 2.49 25 69
South Asian 2018
nations
India 3.09 62 51 2.29 31 3
Srilanka 3.79 40 39 -0.74 49 14
Pakistan 3.55 47 59 7.56 7 39
Bangladesh 3.98 34 64 4.55 11 5
Nepal 4.15 22 71 8.53 4 40
Source: World Economic Forum, 2018(15)
Another index that can depict the extent of inclusive IDI score of 3.09 in 2018 as per the IDI report released by
development in India is the IDI. It is an annual World Economic Forum. Compared to South Asian
assessment of 103 countries’ economic performance that neighbors too, India does not fare well as Sri Lanka,
measures how countries perform on eleven dimensions of Pakistan, Bangladesh and Nepal are found to have a
economic progress in addition to GDP. It has 3 pillars; higher IDI scores than India and these nation are higher
growth and development (based on GDP Per capita in $s, up the ranking scale compared to India which is again an
Labour productivity in $s, Healthy Life Expectancy in indicator of absence of inclusive development process in
years, Employment in %); inclusion (based on Poverty the country.
rate in %, Net income Gini and wealth Gini, Median
Income in $s) and; intergenerational equity (based on India is facing the issue of high degree of concentration of
adjusted net savings in %, carbon intensity in KG per $ of wealth and income as Gini coefficient for wealth is as
GDP, public debt in %, dependency ratio in %). high as 83 and Gini Coefficient of net income is 47.9 as
per the IDI Report 2018. This also serves to establish the
It can be seen that India does not fare well in terms of IDI absence of inclusive development in India.
scores and IDI rank vis-à-vis the emerging BRICS nations
as well as its South Asian neighbors which is very much a Poverty estimates are often cited as measure to examine
source of concern for us necessitating the implementation the extent of inclusive development. Though India has
of inclusive growth strategies. been experiencing a significant drop in poverty figures,
despite tremendous economic growth rates achieved by
India ranks at a low of 62 among 79 developing countries India, even today a significant percent of population is
second only to South Africa among BRICS nations with a below the poverty line.
Vol. 8 (2.1) ❑ January 2019 Page 123

Table 4: Poverty Estimates for India (in Percent) – • Maximizing economic opportunities through rural
Post Reforms Period development, development of new growth centers in
Year Rural Urban Total urban areas, utilizing private initiatives to generate
1993-94 50.1 31.8 45.3 productive employment.
2004-05 41.8 25.7 37.2 • Ensuring minimum economic wellbeing through
2011-12 25.7 13.7 21.9 social safety measures
Source: Planning Commission, 2009(8)
5. CONCLUSION
It can be observed that there has been a steady fall in
poverty in India in the post reforms phase. Though both India has given thrust to the inclusive development
rural and urban poverty rates have fallen during the given strategy since the Eleventh Five Year plan acknowledging
time period, it can be seen from Table 4 that rural poverty the need to bring the excluded ones such as women,
has always been consistently higher than urban poverty farmers, rural folk and other vulnerable sections of the
suggesting the prevalence of rural urban divide in society into the mainstream. India has chalked out broad
appropriating the gains of economic development. based pro-poor and pro-gender policies to achieve the
goal of inclusive development. However, based on the
Another sign of exclusion is the low employment lackluster performance exhibited by India vis-à-vis the
elasticity of economic growth in the country in the post BRICS nations and her South Asian neighbors on almost
reforms period which has led to rising unemployment and all of the development indices measuring inclusion, it can
high levels of informal sector employment in the country. be concluded that India has still a long way to go to
Gender divide is visible in labour force participation as realize the goal of inclusive economic development.
well as work participation rate in India.
6. REFERENCES
As per the Employment-Unemployment Survey by
Labour Bureau, 2015-16, Labour force participation rate 1. Ali I, and Zhuang J. (2007). “Inclusive Growth Towards a
was 50.3 percent. Female LFPR was significantly lower Prosperous Asia: Policy Implications”, ADB, WP No.97.
at 23.7 percent compared to males that stood at a high of 2. Chakrabarti M. (2018). “Inclusive Growth and Labour: In
Search of the Right Question”, Vikalpa : The Journal for
75 percent. The same pattern is observed with respect to Decision Makers, Vol.43(1), pp.26-33.
work population ratio with female WPR at 21.7 percent 3. Chatterjee M. (2018). “Inclusive Health for Inclusive
and male WPR higher at 72.1 percent. Growth”, Vikalpa : The Journal for Decision Makers,
Vol.43(1), pp.3-36.
Similarly, unemployment rate too is high among females 4. Jolad SK, and Vaijayanti K. (2018). “India Needs to
(8.7 percent) vis-à-vis males (4 percent). It can also be Restructure its Government Schools to Prevent its
observed that unemployment is higher in rural India (5.1 Collapse”, Vikalpa : The Journal for Decision Makers,
percent) compared to urban India (4.9 percent). Vol.43(1), pp.37-43.
5. Kannoujia S. (2016). “Inclusive and Sustainable Growth in
India”, International Journal of Applied Research, Vol.2(8),
Further, as per the survey report, 46.1 percent is pp.581-585.
employed in agriculture and allied sectors. But at present 6. OECD (2017): “Economic Survey of India”, available
agriculture in India is facing a slowdown in growth (2.1 online: http://www.oecd.org/eco/surveys/economic-survey-
percent in 2017-18 compared to 4.4 percent in industry india.htm
and 8.3 percent in agriculture) with its sectoral 7. Piketty T. (2014). “Capital in the Twenty First Century”,
contribution to Gross Value added at a low of 16.4 The Belknap Press of Harvard University Press.
percent in 2017-18. 8. Planning Commission. (2009). “Report of the Expert Group
to Review the Methodology for Measurement of Poverty”.
This scenario along with other factors such as inadequate 9. Skare M, and Druzeta R. (2016). “Poverty and Economic
Growth: A Review”, Technological and Economic
Minimum Support Prices, declining public investments Development of Economy, Vol.22(1), pp.156-175.
and capital formation in agriculture has led to agrarian 10. Sriram MS. (2018). “State of Financial Inclusion in India :
distress denying the farming community benefits of State of Focus”, Vikalpa : The Journal for Decision Makers,
economic growth. This has brought to the fore the need Vol.43(1), pp.43-46.
for implementation of inclusive development strategy. 11. UNDP. “Human Development Report”, Various Issues
12. Vellala S, Madala M, and Chhattopadhyay U. (2014). “A
4.1 Measures to realize faster inclusion Theoretical Model for Inclusive Economic Growth in Indian
Context”, International Journal of Humanities and Social
Three pillars for inclusive growth strategy as given by Ali Science, Vol.4(13).
13. Vijayakumar S. (2012). “Challenges Ahead for Inclusive
and Zhuang (2007)(1) are Growth in India”, IJRDMS, Vol.6(1), pp.31-38.
• Ensuring equal access to economic opportunities by 14. World Bank Database. available online:
improving basic education and health standard. This https://data.worldbank.org/
will certainly provides better quality of life, expand 15. World Economic Forum. “Inclusive Growth and
social opportunities and also help in equitable Development Report”, Various Issues.
distribution of economic success.

Research Paper R. Ramya et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 125-128 (2019)
CUSTOMER PREFERENCE TOWARDS ONLINE BANKING
R. Ramya1, B. Indirapriyadharshini2*, N. Giri3

1
Assistant Professor , Department of Commerce with Computer Application, Nallamuthu Gounder
Mahalingam College, Pollachi, India.
Assistant Professor2, Department of Commerce (E-Commerce), Nallamuthu Gounder Mahalingam College,
Pollachi, India.
Assistant Professor3, Department of Commerce, Nallamuthu Gounder Mahalingam College, Pollachi, India.
Abstract
The banking industry has been rapidly developing the use of internet banking as an efficient and viable
tool to create customer value. It is one of the popular services offered by the traditional banks to provide
speedier and reliable services to online users. With the rapid development of computer technology as a
commercial too internet banking can be used to attract more customers to perform banking transactions
in related banks. However, the main problem of internet banking faced by the providers are large
number of the banks’ customers are not willing to use the internet banking services offered. With this
notion, the present study is an attempt to identify the customer preference towards online banking. With
the use of a questionnaire method, 170 customers participated in this study have provided valuable
feedback and responses. The results of the study show that, survival convenience and customized
services influence customer preference towards online banking.
Keywords: Online banking, Preference, Services, Problems.
1. INTRODUCTION maximize the above formalities people go with the use of

internet.
Banking sector is a backbone of any financial system in
the any world. Online banking, also known as internet 2. LITERATURE REVIEW
banking, it is an electronic payment system that enables
customer of a bank or other financial institution to Haliq and Ahmad (2016)(1) underwent a research study to
conduct a range of financial transactions through the examine the extent of consumer loyalty with electronic
financial institution’s website. It is imperative to identify saving money (e-keeping money) benefits in the Saudi
the satisfaction of rural customers reside in small towns keeping money area and to address issues with nature of
like Pollachi (Coimbatore District). With this backdrop, administrations by concentrating on the accompanying:
the present study has been undertaken. (i) simplicity of utilize; (ii) data security and unwavering
quality and its part in affecting client reception of
1.1. Objectives of the Study electronic administrations; (iii) the instruments of
checking and control over these administrations. Results
1. To identify the factors influencing customer of the study indicate that Saudi banks have accomplished
preference on online banking. consumer loyalty by improving their e- administrations
2. To know the problems faced by customers in online and increasing electronic exchanges.
banking.
3. To suggest suitable measures to improve online Singh and Malhotra (2004)(3) said that the huge advances
banking services. in innovation and the forceful infusion of data innovation
had gotten an outlook change in banking operations. For
1.2. Statement of the Problem the banks, innovation has risen as a key asset for
accomplishing higher effectiveness, control of operations,
Every human needs safety for their money they earn this efficiency and gain. Internet banking that altered the
facility can be availed through banking sectors. This industry worldwide has ended up being the core issue of
sector provides many other than safety to money. For different reviews everywhere throughout the world.
availing such services traditional banking involve many However there has always been a writing gap on the issue
process and procedure like time, consumption and queue in India. The reason for this paper is to fill noteworthy
based service. In developing environment banking sector holes in learning about the internet banking scene in
also got expanded with the help of internet. In order to India.

Lustsik (2004)(2) defines E-Banking services as a variety Above 46
05 04.60
of e-channels for doing banking transactions through Years
Internet, telephone, TV, mobile, and computer. Banking Total 107 100
customers’ desires and expectations with regard to service
are expanding, as technology advances and improve. Table 3 :Educational Qualification of customers
These days, the customer wants to operate and do his or No of
her banking transactions at any location without going to Education Percentage
Customers
the bank, at any time without being limited to the bank’s HSC 19 17.70
working hours, and to do all his or her payments Diploma 14 13.00
(purchasing, bills, stocks) in a fast and cost-effective way. Under Graduate 31 28.90
Post Graduate 43 40.40
3. RESEARCH METHODOLOGY Total 107 100
Data - Research design chosen for the present study is
Table 4 : Gender wise classification of customers
descriptive in nature. The study is based on primary data
No of
and secondary data. Primary data is collected by the way Gender Percentage
Customers
of distributing the questionnaire to the customer.
Male 38 35.00
Sample - The data required for the study were collected
Female 69 65.00
by the way of structured questionnaire in order to know
about the customer’s satisfaction on online banking. Total 107 100
Totally 107 questionnaire were issued and data were
collected from the user of online banking. The study Table 5 : Marital Status wise classification of
covers a period of six months from November 2017 to customers
May 2018. No of
Marital Status Percentage
Framework of analysis - Data collected was analyzed Customers
using simple percentage and weighted average square Married 41 38.00
method. Unmarried 66 62.00
Limitations - The study is based on the primary data, Total 107 100
which is collected through questionnaire hence the result
will contain the limitation of the primary data. This study Table 6: Monthly Income wise classification of
is based on information of 107 customers only, so this customers
findings and suggestions of the study. Time was limiting Monthly No of
Percentage
factor for the study, so data from the sample may not Income Customers
reflect the whole. Below
42 40.00
Rs.20,000
4. RESULTS, ANALYSIS AND DISCUSSION Rs. 20, 001 –
25 23.00
30,000
Findings of the study is presented in the following Rs. 30, 000 –
24 22.00
paragraphs 40, 000
Above Rs. 40,
4.1. Socio – Economic Profile 16 15.00
000
Total 107 100
Table 1 shows area wise classification of the customers. It
is found that out of 107 customers (43) 40% are in urban Table 7 :Nature of Family
area and rest of (64) 60% are in rural area of customers. It Nature of No of
is found out of 107 customers (64)60% are belong to up Percentage
Family Customers
to 18-25 years, (21) 19.6% are 26-35 years of customers, Joint 50 47.00
(17) 15.8% are belongs to 36-45 years and rest of (5) Nuclear 57 53.00
4.6% are above 46 years of customers.(see Table 2) Total 107 100
Table 1: Area wise classification of customers As per table 3, It is found out that 107 customers (19)
Area No of Customers Percentage 17.7% are HSC Level, (14) 13% are belongs to diploma
Urban 43 40.00 (31) 28.9% are under graduate and rest of (43) 40.4% are
Rural 64 60.00 post graduate of customers. According to Table 4, Gender
Total 107 100 wise classification reveals that (38)35% are male and rest
of (69) 65% are female. The table 5 depicts that (41) 38%
Table 2 :Age wise classification of customers are married and rest (66) 62% are unmarried of
Age No of Customers Percentage customers. Majority 66(62%) of the customers are
18-25Years 64 60.00 unmarried. According to Table 6, Monthly income wise
26-35 Years 21 19.60 classification of customers shows that, (42) 40% of
36-45 Years 17 15.80 below, Rs. 20,000, (25) 23% are Rs.20, 001 – 30,000,

CUSTOMER PREFERENCE TOWARDS
ONLINE BANKING
(24) 22% are belongs to Rs. 30,001 – 40, 000 and rest Convenient
(16) 15% are above Rs.40, 000 of Customers. Majority No need to wait 23 21.00
42(40%) of the customers belong to the income level of Time Saving 10 09.00
below Rs.20,000. As per table 7, It is found that (50) 47% Others 2 02.00
are belongs to joint family and rest (57) 53% are nuclear Total 107 100
family of customers. Majority 57(53%) of the customers 4.4. Problem Faced
belong to nuclear family.
The table 11 shows problems in faced. It is found that out
4.2. Usage of Online Banking Service of 107 customers, (35) 33% are face lack of trust security,
(29) 27% face concern problems, (34) 32% face lack of
The table 8 shows years of using. It is found that (49) mutual relationship and rest of (9) 8% face complex
46% are recently years of using, (30) 28% are belongs to transaction of customers. Majority 35(33%) of the
2-3 years, (13) 12% are 4-5years and rest of (15) 14% are customers face lack of trust security.
more than 5 years of customers. Majority 49(46%) of the
customers use online banking service recently. Table 11:Problems Faced
Problem No of
Table 8 :Year of Using Percentage
Expected Customers
Year of No of Lack of Trust
Percentage 35 33
Using Customers security
Recently 49 46.00 Concern Problems 29 27
2-3Years 30 28.00 Lack of Mutual
4-5 Years 13 12.00 34 32
Relationship
More Than 5 Complex
15 14.00 9 8
Years transaction
Total 107 100 Total 107 100
Table 9 : Frequency of usage 4.5. Suggestions

Year of No of
Percentage
Using Customers The following suggestion can be given after detailed and
Daily 14 13.00 careful investigation of research problem. These
Weekly 18 17.00 suggestions would definitely help the online banking
Occasionally 22 21.00 users to enhance their base by delivering consumer
Monthly 28 26.00 satisfying services:
Rarely 25 23.00 ❖ To develop and increase the funds transfer to day to
Total 107 100 day online banking services
❖ To provide lot of services to available through online
Table 9 depicts that (14) 13% of the customers use daily, banking sectors
(18) 17% use weekly, (22) 21% are occasionally, (28) ❖ The organization shall take necessary action to create
26% use once in a month and rest of (25) 23% of more awareness towards online banking
customers use rarely. Majority 28(26%) of the customers ❖ The reduction in the cost of internet & increased speed
are using online banking monthly once. of network helps to improve the satisfaction level of
the user
4.3. Preference towards Online Banking ❖ Proper securities like password management are
maintained in order to protect the message from
As per table 10, It is found out of 107 customers, (29) cybercrime & other network threats.
28% customers prefer due to any time\ anywhere, (27)
25% prefer due to easy to operate, (16) 15% prefer due to 5. CONCLUSION
reliability and convenient, (23) 21% prefer due to no need
to wait, (10) 9% prefer due to time saving, and rest of (2) Customer satisfaction has been found as playing an
2% prefer others category of customers. Majority essential role for success and survival in today’s
29(28%) of the customers prefers as it we can use any competitive environment. Over all, results show that
time\ anywhere. highly educated persons who are the major users of the
internet banking. The findings of the study shows that,
Table 10 :Reasons for Using Online Banking customers prefer internet banking facilities which is save
Reason for No of their time and cost enable them to know their account
Percentage status and transferable funds from one place to another
Use Customers
Any time/any place. The result of the weighted average reveals that, the
29 28.00 most of the customers use online banking for their
where
Easy to Operate 27 25.00 convenience. Moreover, the banks must train their
Reliability & 16 15.00 employees effectively handle customer problems, so that
Vol. 8 (2.1) ❑ January 2019 Page 127

they develop trust in the minds of customers about bank
employee and service package available online. Thus,
providing of online banking service is an important for
bank’s survival and them compulsory to compete
effectively.
6. REFERENCES
1. Haliq HAA, and Ahmad AAM. (2016). “Customer

Satisfaction with Electronic Banking Services in the
SaudiBanking Sector”, Published by Canadian
Center of Science and Education, Asian Social
Science; Vol.12(5), ISSN 1911-2017
2. Lustsik O. (2004). “Can E-Banking services be
profitable?”, University of Tartu Economics and
Business Administration, Working Paper No.30-
2004). doi:10.2139/ssrn.612762
3. Singh, and Malhotra. (2004). “Adoption of internet
banking: An empirical investigation of Indian
banking sector”, the journal of internet banking and
commerce, Vol.9, pp.17-29.

Research Paper S. Kokila et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 129-132 (2019)
INVESTORS PREFERENCE TOWARDS LIFE INSURANCE INVESTMENT PORTFOLIO
S. Kokila1, Dr. K. Kanniammal2

Women, Coimbatore. Tail Nadu, India.
Abstract
Insurance has become an inevitable aspect in human life. The present study was conducted in
Coimbatore district. Coimbatore is third largest city in Tamil Nadu, with a population of more than
1.928 Million. There are more than 30,000 tiny small, medium and large industries and textile mills. The
city is known for its entrepreneurship of its residents, more than 60 percentage of population in
Coimbatore have taken a life insurance policies. So, the study of investors’ preference towards life
insurance investment portfolio will portray the importance of life insurance investment. Further the
study reveals that the respondents are getting reasonable return for their investments and they feel safe
and secure to invest in life insurance. The policyholders expressed that life insurance investment is quite
safe for the investors and could be considered as good portfolio.
Keywords: Investment, Awareness, Life Insurance, Preferences.
1. INTRODUCTION 1.3 Scope of the Study
Insurance covers many risks and uncertainties in the The study throws light on socio economic status of the
world of business and acts as a boon to business concerns. policyholders, their awareness and source of awareness
Insurance has become an integral part of business and towards life insurance products and factors influencing to
human life. The “fear of loss” and “uncertain future” has invest in life insurance investment portfolio.
been minimized.
1.1 Statement of the Problem
Motha et al (2017)(1) examined Investors’ Preference
Life is full of risks and uncertainties since human beings towards Life Insurance in Investment Portfolio with
are the social beings and have certain responsibilities too. Special Reference to Budget 2017-2018 with main
Indian consumers have big influence of emotions and objectivesto study the investor’s perception and their
rationality on their buying decisions. Consumer service is savings pattern with reference to life insurances. Due to
the ability of organizations to constantly and consistently the intense competition in the life insurances market, the
give the customers what they need, want, and expect. To life insurance companies have to adopt better strategies to
cover the risk of life, Life Insurance Corporation of India attract more customers. Sumathisri (2017)(2) examined the
had issued various life insurance policies, a suitable study on “TheInvestors’ Preference towards Life
insurance plan or a combination of different plans that Insurance Corporation of India” and revealed that the
can be taken out to meet the specific needs which are insurance principles comes to be more and more used and
likely to arise in future. Nowadays people have more useful in modern affairs .The data evidenced that
awareness of LIC products. So, the LIC introduces new investments were not determined by either income or
products according to the customer’s satisfaction. But all education of the respondents, instead they understood the
the products are not becoming successful ones though all necessity of investment in life insurance for their future
people of all classes purchases LIC products. This study requirement which is said to be forced investment. So, it
focuses mainly to analyse the investor’s preference has been concluded that making sound investment
towards life insurance investment portfolio. decision required both knowledge and skill apart from
other factors.
1. To understand the socio-economic characteristics of
the policyholders This study was conducted in Coimbatore district.
2. To analyse the level of awareness and factors Coimbatore is third largest city in Tamil Nadu, with a
influencing the investment in life insurance products. population of more than 1.928 Million. There are more

than 30,000 tiny small, medium and large industries and 31-40 years 53 29.4
textile mills. The city is known for its entrepreneurship of 41-50 years 27 15.0
its residents, more than 60 percentage of population in 51-60 years 34 18.9
Coimbatore have taken a life insurance policies. So, the Above 60 years 25 13.9
study of investors’ preference towards life insurance Total 180 100
investment portfolio will portray the importance of life 2 Gender
insurance investment. Male 108 60
Female 72 40
Total 180 100
3.1 Data Collection
3 Marital Status
Married 112 62.2
The present study is concerned with investor’s preference Unmarried 68 37.8
towards life insurance investment portfolio. A non- Total 180 100
probability sampling procedure namely convenience 4 Educational
sampling method was used to select sample respondents Background
for the study. Totally 180 respondents were selected for Up to 12th 27 15.0
this study. The research is carried out for six months from Graduate 98 54.4
the month of January 2018 to July 2018. This study is Post graduate 32 17.8
based on primary and secondary data. Professional course 23 12.8
Total 180 100
3.2 Limitations of the Study 5 Occupation
• The study is conducted in Coimbatore City alone. Government 40 22.2
employees
Hence the results may not be true to other
geographical location. Private employees 37 20.6
• The sample size is limited to 180 respondents only. Business 83 46.1
3.3 Tools used for analysis Professionals 20 11.1

Total 180 100
The collected data were analyzed and presented in the
6 Monthly Income
form of tables to interpret the results. The following tools
were used to analyse the data collected through interview Below Rs.50,000 21 11.7
schedule.
➢ Path analysis Rs.50,000 – 106 58.9
Rs.1,00,000
➢ Analysis of Variance (ANOVA)
Above Rs.1,00,000 53 29.4
4. RESULTS, ANALYSIS AND DISCUSSION Total 180 100
The study on “Investor’s Preference towards Life Source: Field survey 2018
Insurance Investment Portfolio” was analysed and
discussed under the following headings: The socio economic status of the respondents reveals that
• Socio Economic Characteristics of the Respondents the majority 29.4 percentages of the policyholders are
belonging to the age group of 31 to 40 years, 60
• Awareness about Investment in Life Insurance
percentages of policyholders are male, 62.2 percentages
Products
of policyholders were married, 54.4 percentages of the
• Specific Factors Influencing Investment in Life
respondents are graduates, and 46.1 percentages of the
Insurance
respondents are doing business. With regard to monthly
income 58.9 percentages of respondents are having the
4.1 Socio Economic Characteristics of the
monthly income of Rs.50000 and above.
Respondents
4.2 Awareness about Investment in Life Insurance
The socio economic characteristics namely age, gender,
marital status, education level, occupation, family size,
ANOVA Test
number of earning members, monthly income and
ownership of house will influence the investors while
To examine whether there exists any discrepancy among
selecting the investment in Life Insurance. Hence it is
different groups of policyholder’s categorized by age,
important to discuss the socio economic characteristics of
gender, marital status, educational qualification and
the selected respondents and is given in Table1.
occupation with respect of awareness regarding investment
in life insurance. ANOVA test has been applied and a result
Table 1: Socio Economic Characteristics of the
is given in the following table 2
Respondents
S.No Factors Number Percentage
ANOVA Test for Comparing Means of Awareness with
1 Age in Years
Below 30 years 41 22.8 Demographic Variables

INVESTORS PREFERENCE TOWARDS
LIFE INSURANCE INVESTMENT PORTFOLIO
4.3 Path Analysis

The following hypothesis have been framed for purpose of
analysis Path analysis has been applied to find out, the relationship
Hypothesis Testing between socio economic factor (age & annual income)
H0 - There is no significant difference between and factors influencing to invest in life insurance. The
demographic variables and awareness of the respondents model shown in figure 1
investing in life insurance.
H1 - There is a significant difference between
demographic variables and awareness of the respondents
investing in life insurance.
Table 2: ANOVA Test for Comparing Means of

Awareness with Demographic Variables
Sum of
Hypothe
Squares
Square
Mean
Null
Sig.
DF
sis
F
Betwee 13.870 2 6.935 Figure 1: Measurement Model for Socioeconomic

n
Groups Status and Factors Influencing to invest in Life
41.85 .000* Rejected Insurance
Within 29.330 17 .166
2 * **
Groups 7
Gender
Total 43.200 17
H0: There is no significant association between
9 socioeconomic status and factors influencing in life
Betwee 111.51 2 55.75 insurance.
n 3 7
Groups
43.85 Table 3: Regression Weights (Default Model)
Within 225.03 17 1.271 .067 Accepted
Groups 7 7
5 Regression Weights
Total 336.55 17 Estim S. Hypothe
Age
C.R. P
0 9 ate E. sis
Betwee 14.018 2 7.009 Avenu Highly
n
<- .02 24.3 **
e for Age .555 significa
Marital Status
Groups -- 3 03 *
43.84 .007* Rejected saving nt
Within 28.293 17 .160 Risk Highly
9 * ** <- .01 3.69 **
Groups 7
covera Age .051 significa
Total 42.311 17 -- 4 5 *
9 ge nt
Betwee 28.866 2 14.43 Highly
<- .02 8.80 **
Tax Age .221 significa
Educational Qualification
n 3 -- 5 5 *
Groups nt
Within 107.68 17 .608 23.72 Highly
.584 Accepted Safety <- .03 11.7 **
Groups 4 7 3 Age .391 significa
of fund -- 3 91 *
Total 136.55 17 nt
0 9 Pensio Highly
<- .02 28.6 **
n Age .635 significa
-- 2 62 *
Betwee 85.819 2 42.91 linked nt
n 0 Produc
Groups Highly
t <- .01 11.5 **
Occupation
Within 78.908 17 .446 96.25 Age .201 significa

.866 Accepted flexibil -- 7 43 *
1
Groups 7 nt
ity
Total 164.72 17
8 9 Ann
Avenu
<- ual .05 - .76 Insignifi
NOTE:*Significance level is at 5% level. e for -.015
-- inco 1 .294 9 cant
saving
me
From the table 2, it could be observed that the level of Ann
significant value for the factor of gender and marital Risk Highly
<- ual .03 22.8 **
status with regarding to awareness level on investment in covera .707 significa
-- inco 1 68 *
ge nt
life insurance the level of significant is lower than 0.05. me
Hence, the null hypothesis is rejected. Ann
Highly
<- ual .05 5.85 **
Tax .326 significa
But for the respondents of different age, educational -- inco 6 2 *
nt
qualifications and occupation with regarding to awareness me
Ann
level towards investment in life insurance the level of Highly
Safety <- ual .07 4.36 **
significant is higher than 0.05.Hence, the null hypothesis of fund -- inco
.321
4 1 *
significa
is accepted. nt
me
Vol. 8 (2.1) ❑ January 2019 Page 131

Pensio
Ann
- Highly
study reveals that the investors prefer to invest in LIC for
<- ual .04 ** their major financial needs in future-health care,
n -.198 4.01 significa
-- inco 9 * children’s education and for marriage expenses. Life
linked 7 nt
me insurance investment is quite safe for the investors and
Produc Ann could be considered as good portfolio.
Highly
t <- ual .03 19.3 **
.750 significa
flexibil -- inco 9 80 *
nt 6. REFERENCES
ity me
Variances 1. Motha L, Cresenta S, Nalini R, Alamelu R, Amudha R, and
Estim S. Hypothe Badrinath V. (2017). “Health Startups in India- A
C.R. P Progression Towards Development”, Research Journal of
ate E. sis
Highly Pharmacy and Technology, Vol.10(12), pp. 4175-4177.
.19 9.46 **
Age 1.870 significa 2. Sumathisri B. (2017). “The Investors’ Preference towards
8 0 *
nt Life Insurance Corporation of India”, Asian Journal of
Highly Social Science Studies; Vol.2(3), pp.106-123.
.04 9.46 **
Annual Income .380 significa
0 0 *
nt
The table 3 shows that all the hypothesis were accepted

except avenue for saving with annual income. Risk
coverage, tax, safety of fund, pension linked, product
flexibility with age and annual income is highly
significant at 1 per cent level. Avenue for saving is highly
significant with age while it is insignificant with annual
income.
Table 4: Goodness of fit – Best indices from the model

Parameters Model values Suggested values
CMIN/DF 2.720 ≤3
NFI
.970 >0.900
GFI 1.000 >0.900
CFI .930 >0.900
IFI .995 >0.900
RMR .277 <0.080
The table 4 indicates the results of path analysis. Chi

square test is a reasonable measure of fit (Baron and
Kenny, 1986) In this study, the analysis obtained the
results for the theoretical model revealed a Chi- Square of
43.5 (degrees of freedom 16; P<0.05). CMIN/DF, Results
of relative Chi-square is 2.720 (ranging between1 to 3),
which is best fit. The obtained Normed Fit Index (NFI)
value is 0.970 and Incremental Fit Index (IFI) value is
0.995. The Goodness of Fix Index (GFI) value was found
to be 1.000, which is greater than the suggested value.
(Hu & Bentley, 1999) suggested that the proposed
Comparative Fit Index (CFI) value should exceed 0.90,
the value obtained was 0.930, is greater than the
suggested value. The Root Mean square Residual (RMR)
value is 0.277 which is less that the suggested value 0.08
(Browne &Cudeck, 1993). Hence the model is found to
be fit.
5. CONCLUSION
The study throws light on socio economic status of the

policyholders, their awareness and source of awareness
towards life insurance products, factors influencing to
invest in life insurance investment portfolio. The research

Article Dr. Deependra Sharma et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 133-135 (2019)
AWARENESS WITHOUT KNOWLEDGE: AN OUTLOOK OF LOW PENETRATED

CONTACT LENSES IN INDIA
Dr. Deependra Sharma1, Satyam Gupta2*

Associate professor1, Research Scholar2
Amity Business School, Amity University, Haryana, India.
Abstract
India has immense potential of contact lens wear. However, current contact lens penetration is low in
India. Many studies have focused on the reasons of low adaptation and have made suggestions but still it
continues to remain a challenge in eye care industry in India. One of the main reasons is low awareness
about contact lenses whilst some other revealed awareness alone would not result into increase in
number of contact lens users. There is lot more to do. Awareness is cognitive whereas truthful
knowledge turns it into the action.
In this paper various aspects of contact lens adaptation have been discussed. Including the finding of the
previous studies.
Keywords: Awareness, Knowledge, Contact lens, Eye care practitioners.
1. INTRODUCTION and are prescribed by authorized eye care practitioners

(ECPs) including both optometrists and ophthalmologists.
India is a country of youths with right age group of using Contact lenses are optical medical devices. They give
contact lenses. More than 65% Indians are below the age natural look and let its wearer perform many activities
of 35. It is expected that by 2020, the average age of more comfortably than wearing spectacles. Contact lenses
Indians would be 29 years, compared to 37 years in China can also be used during sports or to match the fashion
and 48 years in Japan (Basu, 2017)(3). It clues immense style. Contact lenses give natural look and may also allow
potential of contact lens usage in India, but the current better vision correction (Ritchey, 2006)(11). Contact lenses
statistics show a different story all together. Indian are available in different colors too. Patients are free to
contact lens industry is facing a problem of low choose any color they like as per their own preferences.
acceptance, not many people use contact lenses in India. These color cosmetic lenses are available both for
Current contact lens penetration in India is approximated correcting the refractive errors as well as in zero powers
to be only 5.3% of the target population and goes up to 8- to use them for aesthetic purpose. Even after so many
9% in top eight cities. Which is considerably low as positives India faces low penetration of contact lenses.
compared to other Asian countries like China (17%), Studies have found that there is a lack of knowledge
Korea (16%), Malaysia (25%) and Singapore (35%) about contact lens wear and care among people
(Multi Sponsor Surveys International LLC, 2010).One of irrespectively who wear or don’t wear spectacles. Only
the recent research also have reported similar prevalence Knowledge of contact lenses may not guarantee of being
of contact lenses in China (Zhu, et al., 2018)(15). Despite privy of contact lens usefulness or probable complications
in India advance contact lenses are adequately available, associated with contact lenses. Knowledge of contact lens
not many people are adapting them. Johnson & Johnson usage alone may not always ensure correct practice of
Vision is a global leader in contact lens industry and most contact lens wear and care (Giri, Chavan, Phalke, &
of its lenses are easily available in the retail optical stores Bangal, 2012)(5). Studies try to differentiate between just
across the country. Similarly, Bausch and Lomb, Alcon knowing the Contact lenses and being aware of contact
and Cooper vision products are also easily available in lenses when they discuss awareness about contact lenses
India. and knowing the benefits.
Like eyeglasses contact lenses are used to correct the 2. CONTACT LENS PENETRATION IN INDIA
different types of refractive errors. Contact lenses are
placed directly on the surface of the cornea to correct Contact lenses are having twofold properties; it is having
refractive errors. They are used to correct short- partial nature of a medical device as well as partial nature
sightedness, long-sightedness, astigmatism and age- of a cosmetic product. Color contact lenses are used for
related long-sightedness; these conditions prevent an purely cosmetic purpose whilst transparent powered
image from focusing properly on the retina, a thin layer of lenses are primarily used for correcting refractive error.
tissue that lines the inner posterior portion of eye Cosmetic use of contact lenses also widens the scope of
(Ritchey, 2006)(11). They are available in different powers getting many users into the category who need not to have
refractive error. However, in India even this benefit of 102 practitioners as respondents it was found that
contact lens is not able to charm more users into the increased chair time (75%), Lack of availability of trials
category. Contact lenses can be used intermittently on (69%) and limitations of power range (63%) were the
special occasions without shifting completely from most common obstacles in prescribing more multifocal
spectacle wear to contact lenses. They both can be used contact lenses. Lack of awareness among patients (90%)
by a single wearer as and when required but the statics in was the common barrier from patients’ outlook (Thite,
India says more people have the single ownership of Shah, Mehta, & Jurkus, 2015) (14). However, no contact
‘only glass’ (only spectacles) when compared with other lens user or dropped out patient was asked to fill the
Asian countries. India also has low number of people who questionnaire. Professional satisfaction (88%) and better
wear both spectacle and contact lens (22%) as compared business proposition (82%) were observed as main
with Japan (42%), Korea (46%), China (32%) Hong Kong motivator (Thite, Shah, Mehta, & Jurkus, 2015). (14) Since
(54%) and Taiwan (44%). In terms of only contact lens both the research only recorded eye care practitioners’
users this research states that India has also low opinion, the other side of the story is unveiled that is the
percentage of ‘only contact lens’ users (4%) while in users’ story of not opting contact lenses.
Korea (8%), China (9%), Hong Kong (7%), Taiwan (7%)
it is significantly higher (Interfaceasia ). Studies have discerned that satisfaction with spectacle
also has influence on contact lens adaptation. Sometimes
To understand the reasons behind low contact lens users the problems associated with spectacles are many more, a
in India, a study was conducted that states potential study revealed 28% of its respondents believed they
barriers and motivating factors from practitioners` and would be teased if they wear glasses. 54% of the sample
contact lens wearers` outlook. (Thite, Naroo, Morgan, saw spectacle wearers as visually handicapped. Not only
Shinde, Jayanna, & Boshart, 2014)(13). The most common this around 15% believed glasses are only for old people
motivators in recommending contact lens from a (Mireku AF & Ebenezer E, 2017). (7) Patients who are not
practitioner’s perspective were professional satisfaction satisfied with their spectacles are more likely to opt for
(94%) and providing better vision correction option to contact lenses. Contact lenses are on the cornea they
patients (90%). Natural appearance (98%) and vision become the part of the eye and for most of the patients
related benefits (90%) were the major motivators for they are more comfortable than spectacles. The
patients. Increased chair time (51%) and fear of losing percentage of spectacle users who are not satisfied with
their patients to competition or internet business 34% the performance of their spectacles ranges from 30% to
(probably because of attractive discounts and offers) were 20% (Pascal, Ansah, & Nartey, 2017)(9) (Riley & Pence,
observed as main barriers for recommendation. Lack of 2004). (10) Not satisfied spectacle users are the low
correct information about contact lens among the patients hanging fruits for targeting new contact lens wearers.
(80%) was the most common barrier from patient’s Previous studies show around 26% to 41% of the
outlook, followed by cost (66%) (Thite, Naroo, Morgan, spectacle wearers populace would opt for contact lenses if
Shinde, Jayanna, & Boshart, 2014)(13). This research they would available (Ayanniyi, Olatunji, Hassan,
limits the respondents of being eye care practitioners Adekoya, Monsudi, & Jamda, 2013)(2) (Pascal, Ansah, &
only. But what this research unveiled is the need of Nartey, 2017). (9)
speaking to both the practitioners and to the patients for
better understanding of the reasons behind low contact 3. CONTACT LENS KNOWLEDGE
lens users. Hence there is a scope of reaching to contact
lens patients in future studies. In the same study, it was Lack of correct information and contact lens knowledge
also observed that education level of ECPs also has an are the common barriers in many of the studies conducted
important role to play, the members of International up till now. It has also been supported by a research that
Association of contact lens Educators (IACLE) found says, there is an existence of population who haven’t
fitting contact lens provided more professional heard about contact lenses at all (4%). 65% of the
satisfaction and better business proposition as compared participants were totally unaware about contact lens
to non-members, while non-members feared of losing benefits (Pascal, Ansah, & Nartey, 2017). (9) In another
patients to competition/ internet business more as study the percentage of people not knowing contact lenses
compared to members. Probably the education level and for vision correction is reported 66% that is significant
confidence of handing the contact lens related issues was (Abokyi, Manuh, Otchere, & Ilechie, 2017) (1).
the reason behind this. Optometrists with diploma
qualification felt they were incompetent in handling Awareness or knowledge is not always based on real facts
contact lens complication as compared to graduate and it might be based on individual’s own experiences or the
post-graduate optometrists (Thite, Naroo, Morgan, Shinde, situations. If someone sees or hears about a patient who
Jayanna, & Boshart, 2014)(13).Low skills of contact lens has had some problems due to contact lens usage he
practitioners may increase contact lens dropouts and might make a perception of contact lenses are not right to
patient’s misbelief about the category. Similar obstacles wear and they might lead to complications into the eyes
were found in a study conducted in Mumbai, India for of wearers without knowing completely about the
understanding the barriers and motivators of multifocal problematic case or reasons for complications. Hence
contact lenses (a specific category of contact lenses used individual might develop positive or negative myths
for both near and distance vision correction), among the associated with contact lenses. These myths lead to fear

AWARENESS WITHOUT KNOWLEDGE: AN OUTLOOK OF LOW PENETRATED CONTACT
LENSES IN INDIA
of side effects, as seen in the study it is a major obstacle 5. REFERENCES

of not opting contact lenses (Pascal, Ansah, & Nartey,
2017)(9). In fact, it is a bigger barrier in opting contact 1. Abokyi S, Manuh G, Otchere H, and Ilechie A. (2017).
lenses than lack of information and cost. These both Knowledge, usage and barriers associated with contact lens
obstacles fear of side effect and lack of information are wear in Ghana. Contact Lens and Anterior Eye.
the result of not having required knowledge. To 2. Ayanniyi AA, Olatunji FO, Hassan RY, Adekoya BJ,
Monsudi KF, and Jamda AM. (2013). Awareness and
understand more into the contact lens usefulness a study attitude of spectacle wearers to alternatives to corrective
found similar results, 54% of the spectacle users were eyeglasses. Nigeria: Asian Journal of Ophthalmology.
oblivious about contact lenses as an option to correct 3. Basu K. (2017, July 25). India's demographic dividend. BBC
refractive error (Ayanniyi, Olatunji, Hassan, Adekoya, NEWS .
Monsudi, & Jamda, 2013)(2). This percentage is 4. Ewbank A. (2010). Has the recession impacted the contact
significantly high. Similar kind of behavior can be lens market. optician.
surmised in India also, until it is surveyed. What more 5. Giri PA, Chavan WM, Phalke DB, and Bangal SV. (2012).
shocking in the study is 80% of the spectacle wearers Knowledge and Practice of Contact Lens Wear and Care
were averse of wearing contact lenses or having refractive Among Contact Lens Users Medical Students of Rural
Medical College, Loni, Maharashtra, India. International
surgery. There is high awareness and negative attitude to Journal of Biological & Medical Research , 3 (1), 1385-
alternatives to spectacles researchers revealed. This 1387.
negative attitude results to low number of contact lens 6. Interfaceasia . (n.d.). i-news. Retrieved April 21, 2017, from
users. InterfaceAsia.com: http://www.interfaceasia.com/i-
news/news_71.html/
Knowledge of contact lenses simply means to have 7. Mireku AF, and Ebenezer E. (2017). Attitudes and Beliefs
necessary information for deciding to use or not to use of Undergraduate Students to Spectacle Wear. JOJ
contact lenses. Right awareness comes from right source ophthalmology , 4 (2).
of information. One should be very particular for 8. Multi Sponsor Surveys International LLC. (2010). The 2010
STUDY OF THE CONTACT LENS MARKET.
attaining the correct information. For contact lenses an 9. Pascal TM, Ansah NS, and Nartey A. (2017). Awareness
important source of influence could be an eye care and Response of Undergraduate Spectacle Wearers to
practitioner(ECP). An ECP is supposed to be contact lens Contact Lens Usage. Journal of Clinical Ophthalmology
expert and in India they deal with contact lens sales as and Optometry , 1 (1).
well. But surprisingly it has been found that only 5% of 10. Riley C, and Pence N. (2004). Forms of Vision Correction:
the current contact lens wearers are influenced by them. Demographic Factors in Patient Attitudes and Perceptions.
Only one out of twenty contact lens wearers started Eye & Contact Lens , 30 (3), 138-143.
wearing contact lenses because the recommendations of 11. Ritchey ER. (2006). Contact Lenses. (J. G. Webster, Ed.)
ECP (Ewbank, 2010). (4) This number is very small, it can Medical Devices and Instrumentation , pp. 321-329.
12. Tajunisah I, Reddy SC, and Phuah JS. (2008). Knowledge
be surmised as ECPs refrain themselves in talking about and Practice of Contact Lens Wear and Care Among
Contact lenses to more targeted patients. This small Medical Students of University of Malaya. Medical Journal
influence of ECPs have been also supported by a study Malaysia , 63 (3).
among medical students this study also finds the similar 13. Thite N, Naroo S, Morgan P, Shinde L, Jayanna K, and
5% of current contact lens wearers who came to know Boshart B. (2014). Motivators and Bariers for contact lens
about contact lenses from optometrists (Tajunisah, Reddy, recommendation and wear. Contact Lens & Anterior Eye ,
& Phuah, 2008)(12). Print and electronic media along with e13-e46.
friends and relative’s advice have been found to have 14. Thite N, Shah U, Mehta J, and Jurkus J. (2015). Barriers,
major influence on making someone fascinated to contact motivators and enablers for dispensing multifocal contact
lens in Mumbai, India. Journal of Optometry , 56-61.
lenses. This study unveils 95% of the contact lens users 15. Zhu Q, Yang B, Deng N, Li Y, Wang T, Qi H., et al. (2018,
came to know about Contact lenses from these two April). The use of contact lenses among university students
sources. In another study the influence of ECPs is found in Chengdu: Knowledge and practice of contact lens
to be 21% but the number is still smaller than advice from wearers. Contact Lens and Anterior Eye , 2, pp. 229-233.
family and friends (32.9%) and print and electronic media
(45.3%) (Pascal, Ansah, & Nartey, 2017). (9)
4. CONCLUSION
If awareness is not converted into action it is useless.

There is a need to understand the gap between awareness
and knowledge in terms of contact lens adaptation in
India. Contact lens adaptation could be improved by
bridging this gap. It is patients’ right to be informed
properly about all the available options for correcting
their vision. Eye care practitioners, contact lens suppliers,
professional administrations, educational institutions and
researchers all should work in this field to grow more
knowledge about contact lenses among patients.
Vol. 8 (2.1) ❑ January 2019 Page 135

Article Dr. B. Gunashree et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 136-140 (2019)
TALENT MANAGEMENT IN INDIAN SOFTWARE COMPANIES

– A DESCRIPTIVE STUDY
Dr. B. Gunashree1, Dr. V. Manjunatha2*

Assistant Professors1,2
1
Government First Grade College, Bilikere, Mysore District, Karnataka, India.
2
Maharani's Women's Commerce & Management College, Valmiki Road, Mysuru, Karnataka, India.
Abstract
With attrition becoming a more serious issue in Indian companies, it is strange that many organisations
neither measure costs associated with attrition nor have specific targets or plans to reduce them. In this
context employee attrition needs to be recognized as a mounting problem which requires a careful
analysis in the area of human resource management. This paper discusses in detail about introduction to
employee attrition management and also reviews about the factors resulting in employee attrition in
Indian software companies. Apart from these, this paper will also provide an overview about the existing
literatures with respect to employee retention, dimensions of attrition in software companies and the
strategies to be adapted in order to manage talented employees in software companies.
Keywords: Corporate Houses, Dynamics Of Employee Market, Employee Attrition, Mounting

Problem.
1. INTRODUCTION crates output but also concludes in huge deep break rates
and ruin of altruism to the industry. Hence, there appears
Attrition is described as subjection in the count of staffs a demand to explore into this many structural difficulties
over evacuation, renunciation or death. The degree of and reach out with practical results Negi G (2013).
reduction in volume or count of employees is defined as
attrition. Employee attrition assigns to the shrinkage of 2. A REVIEW OF FACTORS RESULTING IN
staffs over a count of resources, such as renunciation and EMPLOYEE ATTRITION IN INDIAN SOFTWARE
evacuation (Shashikala, Ravindra, 2013). The source of COMPANIES
attrition may be either intentional or unintentional, still
staff-accomplished crisis such as early retirement are not Information Technology (IT) industry or Software
generally covered in the explanation. Attrition assigns to companies in India is one of the rapid developing
the shrinkage of employees owing to logics other than industries. Indian IT companies have framed up beneficial
torching and other staff-accomplished crisis. The quality integrity for its own in the universal trades. IT
proportion of employees that abdicate an organization in a companies in India includes of software industry and
provided duration of time owing to attrition is information technology enabled services (ITES), which
occasionally cited to as the convulse standard yet that also comprises business process outsourcing (BPO)
word can also count staffs who are torched. There are also industry (Shashikala, Ravindra, 2013). India is examined
chances where staff attrition can be utilized to profit a as a speculator in software development and a popular
concern. In some prospects, it turns significance for a intention for IT-enabled services.
concern to abridge staff rate to persist beneficial. As some
employees will resign or retire during the period over Here is a conducted a research on "Attrition: A
attrition, an employing frost can ultimately concludes in circumstance for ITES in India" and pointed out that huge
lesser staffs and related reserves in staff rates (Shashikala,attrition standard is a primary barrier for the HR officers
Ravindra, 2013). as many people majority of fresh graduated candidates
consider it as an entertainment job. Once they enroll the
In the modern years both employer and staffs have adrift company and know the demand, they turn on vacating the
hope on one another. The employer vibes that staffs can company as most of them are not capable to accept the
leave the company at any moment and the staffs grabs stress of job. Also high proportion of girls in the labour
that they can be evacuated at any moment by the force sums to the huge attrition grade. There are different
employer. Whoever is liable, regardless of this; ruin of rates which acquired owing to attrition like enrolment
work force is inexorable Negi G (2013). This ruin of expenditure, training charges, ruin potency costs, ruin
work force for any logic is defined as attrition. Regardless sales expenditure and recruiting expenditure. They
of the type of organization or the design of the industry, advised that only salary bills are not sufficient to
attrition is a general issue in all industry which not only encourage the staffs. Aside from salaries, ITES industry
should also target on wise individuals, administration assistants; quality of work, Career development,
means and programs to manage their staffs cheerful. organization courtesy, clarity, liability in leading
(Shashikala, Ravindra, 2013) revealed a analysis on automations, onsite probabilities, Working duration,
“Evaluating attrition objective: A research of IT experts Work life symmetry, Job guarantee, figure of the
in Pakistan” they analyzed IT companies in Pakistan have industry, durability, up gradation, without work
validated huge attrition over the previous years, but no (benchmark), transparency in work, transmission, civics,
sincere attempts have been formed to figure out the Work stress, continued working duration, conflict in pay
sources creating this. The target of this research was on based on qualification, dispensation, Job gratification,
three autonomous volatiles such as job fulfilment, conveyance, lounge facilities, contesting facilities,
organizational responsibility and recognized substitute vicinity facilities, medical facilities, inadequate Leaves,
job probabilities, which are reflected to be combined with encroaching, more than one reporting officers, Work from
attrition objectives. The research confessed that job residence and persistent travel were all hooked into
fulfilment and organizational responsibility had adverse account to know which of these aspects drive the IT
issue on attrition objectives, whereas grasped substitute experts to vacate the former companies and to what
job probabilities had essential positive interaction with duration. In addition, the personal aspects like adjacency
attrition objectives and is the primary aspect combined to place of halt, health limits, opinion to take time lost
with attrition objective between IT experts in Pakistan from work to regain, Self- enrolment, passion in knowing
(Shashikala, Ravindra, 2013). new things, family stress, opinion not to work after their
marital status has been changed from single, to seek
Employee attrition is a serious issue that the software avocation, no actual relatedness to venue of work, to take
industry meets in recent days. Attrition could be a matter responsible of children as well as old parents, to give
of management life. Majority of the industry divisions got extra consideration to the family, to travel to another
to crusade developing labour attrition costs universally company of passion were also examined to know which
and also the Indian companies, too. Huge attrition is high of these aspects drive them to take a opinion to vacate the
human resource barrier met by software industries former companies (Zachariah, Roopa, 2012).
(Kadam, Thakar, 2014). Most industries hurt huge
attrition issue. Hooked & fulfilled staffs are more feasible 3.1 Aspects Determining The Halt Of Staffs In The
to retain with their organization. Recognizing Present Industry
encouragement & gratification aspects for software
experts and huge attrition is hence of high significance in It is categorized into industrial and personal aspects and
enhancing staff confinement. Industries lend high on their different factors were examined to chase the logics that
labours in modes of introduction and coaching, growing, suggested the IT experts to retain in the concern.
regulating and confining them in their industry. Hence, Industrial aspects examined comprised codes of the
officers at all standards should reduce labours attrition. concern, clarity, maintaining assurances given at the
Hence, there is demand to grow a complete awareness of event of recruitment, assimilation of fresh staffs, working
the attrition. Software industries are meeting attrition situations, Job assumption against sensibility, role
issue. Logics behind the attrition are various. Most of the designated, help from the project club, support from the
labours (42%) vacate the job owing to frustration with reporting officer, compliance and autonomous in work,
salary, 23% staffs vacate the job owing to absence of mechanisms, ample training probabilities to develop
career growth, 2% staffs vacate the job owing to capabilities on job achievement, job gratification, pay,
alteration to other region while 8% workers vacate the job profits, probabilities for individual growth, probability to
owing to quality of job. Frustration with salary, absence convey comment and affairs, prompt identification of
of career growth, Affiliation with other co-workers, achievement, Achievement estimation method, flexibility
Working durations, working atmosphere, Job oriented to regulate work life symmetry, Job guarantee, figure of
pressures these are managerial logics. Higher studies, the company, constancy, dispensation, not having work
individual problem, Difficulties with administration, (on bench), cradle facility, conveyance facilities, canteen
venue of the company, maternity these are the individual facilities, lounge facilities, Family commitment, choice to
logics. Decrease in counts occurs in mass between fresh work from residence, convenience level in the company
candidates. Dominant (91%) staffs told that fresh staff and onsite probability. Identically beneath personal
attrition standard is immense (Kadam, Thakar, 2014). aspects different development factors in the industries
that indicated the staffs to halt in company was hooked
3. ASPECTS THAT DETERMINED THE IT into account such as comprehensive achievement, nature
EXPERTS IN THEIR OPINION TO FLAKE OUT of Work, volume of Work, facing time frame, durability,
FORMER COMPANIES flexibility, dynamism, active intelligence, management
abilities, group loyalty, Decision taking ability,
It is categorized into organization aspects and individual originality, engagement, proficiency advancement,
aspects to resolve if the intentional staff attrition in the appraisal accession, vulnerability and high literature
industry can be restrained or not (Zachariah, Roopa, contour (Zachariah, Roopa, 2012).
2012). Beneath organization aspects different conditions
like industry codes, Salary, advantages, realization, Work Attrition can produce ruins to an industry as a gross.
atmosphere, affiliation with administrator, epochs, Hence work attrition can be very value to the industry as
Vol. 8 (2.1) ❑ January 2019 Page 137

it consumes lot of period, struggles and effects to course The study by Sengupta (2011) identified the factors of
and grow staff, so that they work efficiently and attrition and analyzed the dimensions of attrition in the
adequately for that specific company and in fact workers companies. The factors that were considered to shift the
vacate their work it source heavy ruin to the industry as employees from one organization to another were
then they have to course new staff with all the causes identified and evaluated. The factors identified during the
again (David, et al, 2015). That is why attrition is very analysis were, Ineffective Supervision, lack of
adverse. Essentially, if the workers are not involved in recognition, dissatisfied with the compensation package,
their work, they will drop. Being miserable is not the only poor mentoring, personal reasons, lack of cooperation
logic why staffs drop their jobs. At times, people drop with the colleagues, low perceived value, lack of
their concerns as their abilities are in need, and hence development opportunities, dissatisfied with the working
they are captured out by other concerns for increased conditions, lack of equality, uncertainty of the career
salary and higher profits. The other logic could be their growth, irregular work hours, lack of self motivation, lack
quality for the work. When workers are positioned in jobs of skill variety, power and politics, lack of autonomy,
that are highly requiring or not asserting sufficient then prominence on quantity over quality, monotonous nature
they turn depressed and drop their jobs. This always of work, lack of teamwork, dearth of challenge in the job
occurs when the job depictions are not transparently and incompatible policies. From the identified factors, the
transmitted to the candidates at the time of the dimensions of attrition were formulated as, dispirited
recruitments (David, et al, 2015). perpetual factors, hostile organizational culture,
unfavorable working conditions, substandard nature of
The evolution of estimated recruitment affinity is viewed job, discontented personal factors, uncongenial
in the lack of cumulative integrity between software organizational support, mystified career path and low self
employees, the huge range of attrition, and the weakness fulfillment factors.
to frame courses by job-hurdling (Upadhya, Vasavi,
2006). This in case is united to the dryness of the According to Gupta (n. d), attrition is stated as a decrease
universal IT domain, the indirect absence of job in the number of employees due to retirement, death or
guarantee, and the evolution of the ‘ambitious employee’ resignation and the rate of attrition in an organization is
who must steadily promote one’s ability in active to stay claimed as the rate of shrinkage in the number and size of
profitable. Moreover, despite the sector is traveling up the the employees in the organization. Limited rate of
profit string, majority of the work extends to be level- attrition in organizations is stated to be desirable for
edge, forming a huge range of job frustration as most of invasion of new ideas and it helps the organizations
the workers hope they are up-skilled for their work preserve their agility in a rapidly changing environment.
(Upadhya, Vasavi, 2006). But, when the rate of attrition goes beyond a considerable
level, the organizations experience various problems.
4. DIMENSIONS OF ATTRITION IN SOFTWARE Further, it was also stated by Gupta that, the pessimistic
COMPANIES dimensions like the dispirited perceptual factors,
substandard nature of job etc are optimistically correlated
Attrition in software companies have a terrible effect up with the probability of employees quitting an
on the organizations. The higher costs of attrition increase organization. Whereas, the dimensions like, low self
the expenditures to the organizations noticeably. The fulfillment, unfavorable working conditions and mystified
intended turnover of the enviable employees is generally career path are stated to have no significant correlation
considered unfavorable to the organization, both in work with employee attrition in an organization. Further, it is
disruption and replacement costs. The productivity of the stated by Samson (2013) that, employee attrition in
organization is also affected by the higher rate of attrition. software companies can be of two kinds. The first kind of
There is also an awful need to reduce the problem of employee attrition is where the employees leave the
attrition in the software companies of India in order to industry as a whole and on the other hand, the second
ensure long term retention of the employees in the kind of employee attrition is where the employees join
organization. As stated by Swaaminathan (2013), it can another organization in the same industry.
be observed that, the reasons for staying in the software
companies and the reasons for leaving the software It is stated by Kumar and Santhosh (2014) that, the career
companies are quite different from each other. It is also growth and compensation, recognition and job support
claimed that, employee attrition largely depends up on the and the work compatibility factor are the strongest
negative attributes of the software companies such as, dimensions that influence the employees’ intention to
monotonous nature of job, dearth of motivation, unusual leave or stay in an organization. According to Srivastava,
working hours, ineffective supervision etc. On the other Tiwari and Kumar (2011), employee attritions in software
hand, the employee retention is stated to depend up on the companies have terrible effect up on the organization.
inherent factors related to the job, such as the self-esteem, The increased rate of attrition in organizations increases
participation, involvement, accountability etc. Mostly the the expenses for the organizations. The unplanned exits
low level employees and the middle level employees make the organizations combat the disruption amount. It
become the victims for lack of dearth of employee is also emphasized that, the greater the number of
satisfaction and motivation. employees leaving the organization is, the more it will be
a drain on its resources like time, training, recruitment

expenses and orientation of resources. The productivity of satisfaction among the employees in their work place.
the organizations is also affected by the high attrition rate. Hence, it is advisable for the software companies to
enhance the work environment so as to improve the
It is suggested by Misra, (2007) that, the dimensions of satisfaction of the employees. Further, better use of the
personal characteristics of the employees such as age, positive work environment in order to enhance the
gender, educational qualification, tenure and marital employee satisfaction and decrease the turnover is stated
status, along with the drawbacks or negative aspects of to be the key to develop a high performance work force.
the software companies such as lack of motivation,
monotonous nature of job, poor mentoring, low career 5.2 Increase In Fringe Benefits
growth, power and politics, lack of skill variety,
dissatisfaction with colleagues, achievement not Another strategy for employee retention or reduction of
recognized and irregular working hours collectively employee attrition is to increase the fringe benefits
contribute to the employee attrition in organizations. It offered to the employees at the organizations. Including
was also emphasized that, focusing on such core job an extensive range of add-ons in the total compensation
dimensions and personal characteristics of the employees provided to the employees can reduce their intention to
would contribute for the retention of employees. move to other companies. Some of the most common
fringe benefits can be, reduced cost off- site or at onsite,
5. STRATEGIES TO BE ADAPTED IN ORDER TO short term or long term disability coverage, term life
MANAGE TALENTED EMPLOYEES insurance, fitness center access, discount at the local
health club, discounts on merchandise, time in grade
Employees are thus observed to switch between bonus, meals paid by the organization during business
organizations for a number of different reasons. The meetings and overtime hours etc. Each of these fringe
academicians and practitioners are still working on it, benefits provided to the employees represent additional
trying to find out the factors of employee attrition. From value to the employees and enhances their loyalty for the
the acquired results various strategies are also organization. It is emphasized by Investopedia (2015)
recommended by professionals in order to reduce that, instead of providing the employees with a salary
employee attrition or to retain employees in the software higher than that of the competitors, the organizations can
companies. Most commonly, the factors that influence on increase their fringe benefits to lodge the changing
retention and attrition are bundled into categories like, requirements of their employees. With increasing benefits
organizational factors, HR practice factors, environmental being provided to them, the employees are more prone to
factors and employee characteristics. According to feel a deeper association with their employer and this in
Korunka Hoonakker and Carayon (2005), the turn is claimed to retain them from moving to the
organizational factors are claimed to play a vital role in competitor organization. The increase in fringe benefits
the decision of the employees about staying or leaving the offered to the employees in are organization, are stated to
organization. The organizational factors can comprise of have a robust benefits package and they end up with a
the organizational policies, organizational culture and total compensation higher than that acquired by the
organizational support. employees who have higher annual salary in another
organization. Organizations with higher quality
5.1 Better Working Conditions employees perform well and in order to retain such
employees, the fringe benefits have to be increased in
According to Derek et al (2003), the environment and the addition to the higher pay offered. Thus, to recruit and
life style of the employees have changed considerably retain the best employees for the organization, the
when compared to the past. The regular or monotony of employers require offering fringe benefits that lure and
job done by the employees has started creating eventually reward the employees for their loyalty.
dissatisfaction among the employees. In addition, it can
also be observed that, the employees prefer to run faster 5.3 Increase In Growth Opportunities
in order to retain their position. On the other hand, the
management expects one employee to do the job of According to Arthur (1994), the chief employees, who are
multiple people. The employees are thus treated merely as well educated and hardworking, prefer to be rewarded
commodities. Hence, the increased opportunities and the and recognized for their contribution for the organization.
expectation from the management tend to generate a And only if there are being rewarded and recognized, they
pathway to reduce the loyalty of the employees, in turn can work enthusiastically. Hence, a work environment
leading to attrition. Hence, it is emphasized that, the that provides opportunities for development and self
employees must be provided with a work environment actualization is the requirement of the employees.
that is supportive and pleasing, in turn increasing the
loyalty of the employees. It is also stated by Ingram Better work environment can provide the employees with
(2015) that, the work environment comprises of diverse career growth opportunities and personal development.
factors like hierarchies, company culture, and The possible growth opportunities as stated by Meyer and
management styles and human resources policies. Smith (2000) include training and promotions,
Personal feeling of fulfillment and contentment of the organization’s care for them, feeling of being recognized
employees only can contribute to a higher degree of for their work, etc.
Vol. 8 (2.1) ❑ January 2019 Page 139

5.4 Favorable HR Practices 7. Nappinnai V M and Premavathy N. (2013).
"Employee Attrition And Retention In A Global
The study by Saleem and Affandi (2014) analyzed the Competitive Scenario", Impact: International Journal
impacts of Human Resources practices on the employee Of Research In Business Management, Impact
attrition and retention. The factors such as, growth Journals, Vol. 1, Issue 6, pp-11-14.
opportunities and fairness of rewards were analyzed in 8. Negi G (2013). "Employee Attrition: Inevitable Yet
specific. It was claimed that, the perceived organizational Manageable", International Monthly Refereed Journal
support acts as a mediating variable for retention of of Research In Management & Technology, Vol. II,
employees in the organization. The Human Resources pp. 1-4.
practices greatly contribute to the firm’s competitive 9. Saleem M and Affandi H. (2014). "HR Practices and
edge. The organizations can invest more in improved HR Employees Retention, an empirical analysis of
practices so as to benefit the work force and the firm’s Pharmaceutical sector of Pakistan", IOSR Journal of
financial performance. It is evident that, the HR practices Business and Management, Vol.16, Issue 6.
contribute to retaining the skillful employees. 10. Samuel M. and Chipunza, C. (2009). "Employee
retention and turnover: Using motivational variables
5.5 Positive Motivation as a panacea", African Journal of Business, Vol.3,
pp.410-415.
It is emphasized by Samuel and Chipunza (2009) that, the 11. Shashikala S, Ravindra S (2013). "A Study on causes
level of motivation, level of satisfaction, level of work & Control Techniques for Attrition Rate in Indian
compatibility and life interest and the level of Industry", Asia Pacific Journal of Research, Vol.2,
involvement of the employees are major strategic factors Issue:4, pp.-1-5.
to be followed by the software organizations in order to 12. Upadhya C and Vasavi A R. (2006). "Work, Culture,
retain the employees. The motivation of the employees is And Sociality In The Indian It Industry: A
stated to be in the form of job redesigning, such as Sociological Study", Indo-Dutch Programme for
increasing the level of responsibility and control of the Alternatives in Development, pp-15-18.
employees over their nature of work. The employees can 13. Zachariah M and Roopa T N. (2012). "A Study On
also be motivated by making them participate in vital Employee Retention Factors Influencing It
decision making processes. According to Eisenberger, Professionals Of Indian It Companies And
Rhoades and Cameron (1999), the job characteristics of Multinational Companies In India", Interdisciplinary
the employees require to be manipulated by the managers Journal Of Contemporary Research In Business, Vol
in order to examine the effects on their performance, 4, no.7, pp.449-460.
sustenance and motivation.
6. BIBLIOGRAPHY
1. Arthur, J. B. (1994). "Effects of human resource

systems on manufacturing performance and turnover",
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687.
2. Ingram D. (2015). Relationship Between Work
Environment & Job Satisfaction in an Organization
for Employee Turnover, Chron, Retrieved on June 16,
2015.
3. Jones, Derek C. and Kato, Takao. (2013). "The
Effects of Employee Involvement on Firm
Performance: Evidence from an Econometric Case
Study", William Davidson Institute Working Paper
No. 612.
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Attrition in IT Industries In Pune", International
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650-656.
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Remedies", International Journal of Emerging
Research in Management &Technology, Vol.2, Issue-
6, pp-41-45.
6. Kumar and Santhosh. (2014). "Exploring The
Dimensions Of Employee Retention In Bpo Industry
In Kerala", Asia Pacific Journal of Research. Vol.I,
Issue XIV.

Article P. Jeyaashri Sai et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 141-143 (2019)
DIGITAL INDIA - A TRANSFORMATIVE TECHNOLOGY IN EVERYDAY LIFE
P. Jeyaashri Sai1, Dr. A. Pankajam2*

Research Scholar1, Associate Professor and HOD2
Department of Business Administration, Avinashilingam Institute for Home Science and Higher Education for
Women, Coimbatore, Tamilnadu, India.
Abstract
Digital India is bridging the gap between government service and people. This paper is about how
digitalization is making a better India, the challenges faced and solutions. Conceptual framework is
designed on how digital India is helping the general public in daily life.
Keywords: Digital India, Challenges, Digilockers, Digital literacy.
1. INTRODUCTION day to day life. For instance, aadhaar card details are used
to calculate subsidy and social benefits. Aadhaar data are
In everyday life, People do a lot of documentation and input for individuals pensions, banking transactions,
transactions. Some of which will take a long time but insurance services and taxation services. For students,
most of them are non-value added activities. On 1st July, aadhaar data is needed in education purpose, scholarships
2015, India adopted a digital revolution. It aimed in and employment. Aadhar data also helps senior citizens
creating a digital infrastructure focusing on digital regarding their health benefits and healthcare. Free from
services for the benefit of the public. Because precious enrolment error is a challenge. Some data’s like the
time is being wasted for doing paperwork. This big step change in address, demographic, marital status, email
transforms India for a much efficient society and a address and mobile numbers have to be regularly updated.
digitally empowered economy. There is an improvement For this challenge, the government provides a solution
in socio and economic status through e-health and e- like self-service online mode. This can be done through
education. One good impact of this revolution is rural an update request on the portal. Then the person can log
upliftment. Wi-Fi hotspots throughout the nation are on in and upload relevant documents and can also check the
process to ensure digital connectivity. Internet and mobile update status. Another method is done through permanent
users in India were 278 million (October 2014) in June enrolment centers.
2018 it is 500 million.No of digital transactions in 2013-
14 was 254.5 crores. In 2016-17 its 865.9 crores. No of 2.2 Data Security
mobile banking transactions in 2013- 14 was 224.2 billion
and 2016- 17 it is raised to 10572.9 billion. General Public usually have a thought like whether these
personal data collected will be safe or not. But the
2. DIGITAL INDIA CHALLENGES AND government has solution to this challenge. To prevent
SOLUTIONS data from misuse, government has secured all data
through encryption feature. People can also lock their
DATA aadhaar card. The general public can lock and unlock
SECURITY their aadhaar card with two methods. One is through
UIDAI website. Another method is through maadhaar
app. This is done by entering 12 digit code followed by
captcha code. Users registered mobile will get an OTP.
Then public can keep their unique password.
DIGITAL
2.3 Digital Adaptation
DATA CHALL ADAPTA
UPDATE ENGES TION Another big challenge for this initiative is resistance to
change. This is either due to newness of the feature or
comfort level with the earlier method. The solution is,
people has to change according to time. In near future,
Figure 1: Digital India Challenges everything is going to be digitalized. Technological
innovations through industry 4.0 will be increasing. India
2.1 Data Update is becoming a knowledge economy. The public should be
Every citizen's individual data must be very accurate know the benefits of digital India and also how this
because these are very much needed in various ways in
transformative technology is helping in everyday life. By scheme aims at providing digital literacy at least one
this Digital India will not face any adaptation issues. member in a family. E-basta is an app where school
books are made available for reading. It can be accessed
3. CONCEPTUAL FRAMEWORK through mobile, tablet and laptop. This, in turn, improves
digital literacy. Now there are 12 languages available, in
future government is planning to cover 22 languages.
SYSTEMATIC RECORD
Agrimarket app is one such initiative where farmers can
KEEPING
digitally check the price of crops.
SAVES DIGITAL 4.1 Employment Opportunities

TIME DIGITAL LITERAC
INDIA Y Digital India offers various schemes to empower towns
and villages. It aims to facilitate more than 1 crore
students in training them for IT sector Jobs. The
EMPLOYMENT government has also planned to set up rural BPOs. Many
OPPORTUNITIES
FDI is expected through digital India, this creates lots of
Figure 2: Conceptual framework of Digital India in investments and career opportunities. Digital India creates
everyday life. many jobs in the telecom sector. Now there are 89 BPOs
operating. Due to Digital economy, there are numerous
3.1 Saves Time
opportunities in areas like artificial intelligence and IoT.
Many times public feels inconvenient for paying bills. 5. CONCLUSION
Before digitization public used to stand for hours to pay
their electricity bills, water bills, etc. These are all non- Society must be digitally empowered for a progressive
value added activities which actually consumes much
knowledge economy. By this people will access all
time, sometimes office goers have to take leave to pay
government services electronically and also improves
their bills. But now digitalization made this very simple.
public accountability. By 2025 India’s GDP will raise $1
For instance, earlier for paying cash at a bank involves trillion through digital India. There will be increased
too much time and a lot of paperwork like filling challans labour productivity and a lot of employment generations.
and writing denominations but now internet banking and According to world bank report they have said in
SMS banking saves time. The online registration system,
developing countries per capita GDP will be increased
a very useful portal which is helping citizens to book
because of mobile and broadband usage. India has a
appointments with the doctors and facilitates in searching
larger market for broadband. In future, there will be a lot
blood group availability in various government hospitals. of subscribers from the rural area because the urban area
People can also get their online lab reports. Here payment has reached saturation. Digital India is a great initiative
is done through OTP.
which helps the general public in their daily lives to all
age groups right from school children to senior citizens. A
3.2 Systematic Record Keeping
lot of appreciation for this initiative and India is
becoming a knowledge economy.
Documentation requires lots of files and folders and
People has to keep all their important credentials like 6. BIBLIOGRAPHY
Aadhar Card, PAN card, Passport, birth certificate,
educational credentials, marriage certificate, etc very 1. Digital India Programme: Importance And Impact. (n.d.).
safely. Now, these are digitized through digilockers. Here Retrieved from https://iasscore.in/national-issues/digital-
general public can sign in and upload their documents and india-programme-importance-and-impact.
share it when required. Now there are apps for Electricity, 2. Jayaswal, R. (2019). Maharashtra, Uttar Pradesh embrace
Water and Public distribution system. The public can log DigiLocker but a long way to go for others. Retrieved from
in and see their bill history and month wise consumption. https://www.hindustantimes.com/india-news/maharashtra-
This digitalization helps in maintaining a systematic uttar-pradesh-embrace-digilocker-but-a-long-way-to-go-for-
record for current and future reference and also paves others/story-NcMg0QIZglxMgrsg6OB5TK.html
3. Kumar, S. (2018). How to Lock and Unlock Biometrics in
way for a paperless transaction. E- Signature helps the
Your Aadhaar Card - Paisabazaar. Retrieved from
public in filling their income tax through online. By this https://www.paisabazaar.com/aadhar-card/how-to-lock-and-
system, carbon footprints are reduced. unlock-biometrics-in-your-aadhaar-card/
4. Nine pillars of Digital India. (n.d.). Retrieved from
4. DIGITAL LITERACY http://vikaspedia.in/e-governance/digital-india/nine-pillars-
of-digital-india
Digital India plans to provide high speed internet to gram 5. People Matters Media Pvt. Ltd. (2018, November 12). 3
panchayat through BharatNet. The broadband connection years of Digital India – Here's what has worked and what
is the backbone of digital India. The government provides hasn't. Retrieved from
https://www.peoplematters.in/article/industrial-relations/3-
many centres in different rural areas to educate people on
years-of-digital-india-heres-what-has-worked-and-what-
how to use a computer and how to access govt apps. This hasnt-18332

DIGITAL INDIA - A TRANSFORMATIVE TECHNOLOGY
IN EVERYDAY LIFE
6. User, S. (n.d.). Aadhaar Data Update - Unique Identification

Authority of India | Government of India. Retrieved from
https://www.uidai.gov.in/enrolment-update/aadhaar-
enrolment/aadhaar-data-update.html
7. www.timesofindia.com. (2017, May 26). NDA@3: Digital
India's journey in three years of Modi government - Times
of India. Retrieved from
https://timesofindia.indiatimes.com/modi-
government/news/digital-indias-journey-in-three-years-of-
modi-government/articleshow/58851163.cms
Vol. 8 (2.1) ❑ January 2019 Page 143

Article A.J. Lakshmi et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 144-150 (2019)
RELEVANCE OF PROFESSIONALISM IN CO-OPERATIVES IN THE ERA OF

TRANSFORMATIVE TECHNOLOGIES
A.J. Lakshmi1, Prof. (Dr). G. Raju2*

1
Research Scholar, 2Dean and Head of the Department of Commerce
School of Business Management & Legal Studies, University of Kerala,
Thiruvananthapuram, Kerala, India.
Abstract
Co-operatives societies are the form of organisation which can lead to the economic development of the
countries all over the world. It is the only type of organisation which is suitable for any country
irrespective of the type of economic system it has. This type of organisation will be beneficial for
economically and socially weaker section of the society. The principles of the co-operatives are laid
down by international co-operative alliance for the proper functioning of co-operatives around the
world. It also has different legal framework in different countries according to the need of that country.
But unfortunately, these type of societies are not successfully functioning in many countries. Co-
operative societies possess the characteristic of business enterprise and social institution. So, these
institutions have to be professionally managed by the people with good leadership quality. The functions
and principles of management has to be so implemented in a way that the co-operative principles are not
be affected. In case of normal organisation the managing committee will be selected by the board of
directors and they are answerable to the general body. But in case of co-operatives the board of
directors, the managing committee and the general body will constitute the members of the society. Thus,
there is an absence of hierarchical system present in all other forms of organisation. So proper
governance structure has to be implemented. Not only there is a need to select the board members who
are committed to implement the co-operative principles but also the members who are interested in the
governance structure. In short only professionalism in co-operatives without effecting the basic idea of
co-operative societies can lead to the efficiency of the co-operatives and give them a corrective step for
improvement.
Keywords: Co-operatives, Professionalism, Management, Governance.
1. INTRODUCTION same is also laid down by International Co-operative

Alliance. Hence management of co-operatives has to be
Co-operatives are associations of persons for a strong done within the purview of co-operative principles.
social purpose at the same time intended at According to International Labour Association “a co-
entrepreneurial aspirations. Co-operative enterprise operative institution has to succeed not only as a social
possesses certain unique basic values which are ethical institution but also as an economic organisation”.
and social. They have entered almost all spheres of
economic activity such as production, processing, The primary objective of every organisation is to make
marketing, distribution, transportation, irrigation etc. The profit and the societal welfare is only preferred secondary.
sustained growth and development of co-operative But co-operatives are the organisation which possess
organisations require management in an effective and certain normal and ethical values, such as self help, self
efficient manner. responsibility, democracy, equity, equality and solidarity.
The ethical values are honesty, openness, social
Management is an art of getting things done through responsibility and caring for others. Co-operative
others. The results of management, in a cooperative organisations provides services to the people, help in
environment, can be achieved through applying the equitable distribution of income that leads to improved
management functions such as planning, organising, economic conditions, prevention of exploitation of
directing, controlling, co-ordinating, staffing, reporting, working class and also development of the backward
budgeting etc. into the co-operative organisations. class and under privileged. It is a great break on rampant
The application of principles and process of management antisocial ills like greed, selfishness, bureaucratization
over the co-operative organisations are called co- etc. It is a practical economic system best for human
operative management. But the challenge here is co- nature because it is a successful mean between capitalism
operatives have imbibed their own principles and the and socialism. The co-operatives are important in
improving the living and working conditions of men and the general body. The board of directors are answerable
women globally. But still the working of the co- to the general body. The growth and existence of a co-
operatives are not proper, because, from the total of five operative can only be decided on the basis of competence
lakhs co-operatives in India a big number among them are and nature of its management. Co-operative management
considered as sick. Among the non sick ones a large is the dynamic life giving element in every cooperative
number are no more viable, and many are practically organization. Sound cooperative management provides
dormant. A large number of the non-viable cooperatives the following benefits:
are, in fact, on the verge of sickness or incipient sickness. o Achievement of group goals,
Though the government is providing financial assistance o Utilization of resources,
for the rehabilitation of sick cooperatives into a healthy o Fulfilment of social obligations,
organisation, it is not sufficient for their growth. The sick o Maintain the economic growth,
co-operatives with the potential for improvement need to o Ensure the survival of a co-operative society in a fast
be supported through professional management changing environment,
techniques. Its our responsibility to find out the reasons o Improve the personality and calibre of people to raise
for the flaws in co-operative sector and rectify it at the their efficiency and productivity,
earliest. So that the situation of closing down the o Meeting the challenge of change.
organisation and wasting the resources like man material
and money will not arise. 2.1. Need For Co-Operative Management
ILO 2002 has further contribute the need for E. V. Mendoza has identified the following as the
professionalism in co-operatives for its better circumstances warranting need for co-operative
performance and also to promote decent work and management:
advancing sustainable development goals. When 1. Earlier co-operatives were small organisations but
compared to other forms of business co-operative now they have entered into new field and diversified
organisation are the best possible way out. However, their operations. So to achieve this end co-operative
majority of the co-operatives are going in a loss. In this management development and continuous board
competitive world to function efficiently is the matter of member development have to be there.
life and death. Present times functional efficiency is 2. Co-operatives around the world were mostly
directly dependent on professional management. Further, monopolistic organisation which have to compete
increased spheres of economic activity have also with the private and public sector in the present day
increased the need for proper scientific management. The environment. Hence co-operative management is a
major challenging task before co-operatives are to make must.
them qualitatively sound. The efficient, effective and 3. In a way co-operatives are dealing with purchase and
sound management have to be done in the co-operative sale of goods and services; that means they are
organisation but its the ideology and philosophy are to be engaged in business activity. So for the development
maintained without neglecting the sound business of every business activity there is a need to manage
practices. This article is an attempt to illustrate the the organisation according to the functions and
various issues associated with co-operative management principles of management.
and its possible remedies. The observation of various 4. To practice the principles of co-operation, efficient
committees entrusted to study the growth and management of the organisation is necessary. Co-
development of co-opratives are also discussed here. operative management can act as an accelerator for
practising the principles of co-operation.
2. CO-OPERATIVE MANAGEMENT 5. As the main aim of co-operative organisation is not
profit maximisation but to implement and function
According to E. V. Mendoza: “Co-operative management according to the co-operative principles. It aims at
may be defined as the efficient and effective utilisation of affording the best possible service to its members,
the resources of co-operatives as a business organisation employees, society and community as a whole, for
for the purpose of serving the needs of its members within which proper management is necessary.
the context of the accepted co-operative principles” (S 6. The management should be carefully applied after
Nakkiran) It is a known fact that no enterprise can survive modifying it in the lines of co-operative principles,
without efficient management. The co-operatives are the because co-operatives are special type of business
type of organisation which has the capacity to lead the organisations without profit motives.
countries throughout the whole world into efficient
productive nations. However, their high values and 2.2. Management structure of co-operatives
principles are not properly imbibed and implemented.
Thus, there arises a need for co-operative management. Unlike the other management practices co-operative
management has tripartite character. The main
The governing factor of a co-operative society is as per functionaries responsible for the management of co-
the rules and regulations laid down in its bye law. Like operative enterprises consist of the following wings (T. S.
any other organisation, its management is vested with the Balan)
managing committee or the board of directors elected by 1 Elected management representing the managing
Vol. 8 (2.1) ❑ January 2019 Page 145

committee and the General minimum cost. In the absence of professionalism in co-
body of the members operatives the resources, time and energy invested are
wasted.
representing the chief
Professional
2 executive and other and
management 2.4 Main criteria evaluating the co-operative
Other paid employees
management with a professional approach are
-representing the registrar
3 Official management of co-operative societies
1. Every society should have an ethical standard.
and his subordinates
Management must set a code of conduct for
discipline to bring a change in the behaviour of the
Co-operative management improves the efficiency of co- managers.
operative organisation and built them as a viable units. It 2. The practice of management claiming to be a
helps to cultivate the spirit of competition in co- profession must have a systematic body of
operatives. Co-operative management calls for personnel knowledge.
management of co-operatives, it must have professionally 3. An existence of association is the third element to
qualified, trained and experienced personnels for judge its success. It should be representative body of
improving the quality of service. Co-operatives helping the co-operatives.
organisation should create co-operative leadership. To 4. Remuneration should be paid with due regard to their
call for a very high standard of operational and service.
managerial efficiency in the co-operative organisations, 5. There should be scope and facilities to take up
co-operative management is a must. education for co-operative management.
6. Clear cut division of authority and responsibility
2.3. Remedies between different organs of managerial functions.
7. Develop suitable and acceptable personal policies for
Man, material, machine, money, methods, measurement co-operatives.
and marketing are considered as the 7 M's of 8. Adopt a package of management development
management. If these aspects are implemented programme for developing their knowledge, skills,
appropriately into the co-operative organisations keeping attitudes and values.
in mind the aim and objectives of co-operative philosophy 9. Government and Federal societies must render
two purposes will stand achieved. Firstly, no resource will necessary assistance for Professionalism of
go waisted and secondly it will lead to the success of co- management of co-operatives (Ramkishen Y).
operative organisations.
Human resource is one of the weakest areas of
2.3. Professional management cooperatives where the practice of posting government
officials in managerial positions in co-operatives for brief
The co-operative societies emerged because the wind was tenures has been growing. Many States have common
favourable in the direction of the co-operative form of cadre of employees who are deputed to the cooperatives.
organisation because of the challenges in the economy. Most often, these officials have no understanding about
But now the situations has changed, they themselves have the principles, values and way in which these
become matured enough as an organisation in which organisations work. There are also numerous instances
professional management is the need of the day. They where the officers posted by the government to hold key
have to use scientific, behavioural and innovate tools for positions such as Chief Executive are changed too
their existence. Earlier there was no need of training and frequently resulting in a lack of accountability and thus
development for the members. But now the affecting the functioning of cooperatives. The inability to
circumstances demand the need for establishing the hire the best employees from the market is also one of the
norms for structured and systematic behavioural pattern major reason for the failure of co-operatives. The laws
for the members, inculcating sense of responsibility also do not provide the required autonomy to cooperatives
among them and creating awareness about the need for in matters related to staff strength, remuneration payable,
professional management in co-operative societies in service conditions etc.
order to cope with the new challenges.
2.5 Remedies
Efficiency of a co-operative system depends on
professional management. Managing is considered as the The major remedy for professional management is to set
process which includes a variety of functions, principles, up training and development activities for the personnel
techniques, skills and other measures helpful for the of co-operatives from the grass root level. A proper and
activities of the concern. Therefore, professional structured syllabus has to be set for the trainees according
management is a rational activity performed by the to the needs of different type of co-operatives so as to
managers through dynamic and distinct process of motivate them and to make them confident to face all the
planning, organising, co-ordinating, directing and also issues relating to co-operatives, In order to reduce
controlling the available resources under a given working attrition, right person need to be appointed for the right
environment, in which people contribute maximum with job. Management has to take due care about these

aspects. • PREDICTABILITY -
Out of every action or planning will be predictable. The
3. CO-OPERATIVE CORPORATE GOVERNANCE law and regulations are framed with a clear vision of the
impact that may come in the functioning of the firm.
Governance is unavoidable in every organisation. In each Without foresight, planning has no meaning.
nation the nature of governance is different depending on • PARTICIPATION -
the culture, geography, political situation, traditions, Government has a key role for good governance in co-
economic positions etc. Corporate governance is a set of operatives. The role of government in the board is needed
systems and processes which ensures that a company is to obtain reliable information and to serve as an
managed to the best interest of its stakeholders. Cadbury authenticity check and overseer for government action
Committee has defined corporate governance as “the and advantage of the members and for the quality
system by which the companies are directed and services.
controlled”. The United Nations Economic and Social
commission for Asia and the Pacific (UN-ESCAP) 3.2. Other factors of corporate governance
defines Governance as “a process of decision making and
the process by which the decisions are implemented (or Apart from the above four main pillars of corporate
not implemented)”. In an organizational context, governance there are certain other supporting factors,
governance refers to the institutional framework that such as:
defines the structure and linkages, behaviour, interaction,
rules of conduct, conflict resolution, incentives and • RESPONSIVENESS -
disincentives for behaviour. Good governance requires that co-operative society and
its processes try to serve all members of the society and
Professional management and good governance goes stakeholders within a stipulated time or reasonable time
hand in hand. Only good, honest and dedicated frame whichever is earlier. It has to understand the
professionals can contribute to good governance. There problems of the members and the need to prepare
are many procedures, bureaucratic wrangles, and also strategies to solve it.
development of strategies according to the needs of the • EFFECTIVENESS AND EFFICIENCY -
organisation etc. has to be done. It can only be possible Only through good governance we can effectively utilise
with the help of professionalism. With out member the scares resources in an efficient manner.
participation good governance is next to impossible. • RULES AND REGULATIONS -
Governance calls for participation of members in If we have good governance then only the rules and
organisational structure and business operation, Which regulations relating to co-operatives will be efficiently
leads the members to the success of the organisation. The implemented.
implementation of co-operative spirits, values, principles,
legal norms and procedures will be practised in the best 3.3. Values and assurances from good governance
possible manner. We can say that good governance is
being exercised in a co-operative only when both the A sample of good governance in practice in co-operatives
members and the organisation benefit out of it. could be defined as follows:
o A degree of agreement of members on vision, mission,
3.1 Pillars of corporate governance objectives and values of co-operative society.
o Appropriate representation of different classes of
The structure of good governance consist of four pillars. members in the co-operative society.
As mentioned in 1998 Annual Report of the Asian o Role clarity and clear lines of accountability of the
Development Bank the four pillars of corporate board of management in the co-operatives.
governance are : Accountability, Transparency, o Positive working relation between the board and the
Predictability, and Participation. staff of the society.
o A process of continuous monitoring and evaluation of
• ACCOUNTABILITY - achievement of objectives for benefits for the co-
Every action in a firm shall be accountable and result operatives.
oriented. Proper monitoring and evaluating of o A balance between the stability and flexible response
performance is to be done. A firm faith in all actions to environmental changes that occurs to co-operatives.
taken by the official is a good sign of good governance Further, to mould the society according to the
and they are answerable to the members. changing situations for its advantage.
• TRANSPARENCY - o Respect organisational rules, norms, regulations as
Everything happens in a co-operative organisation should well as co-operative act and allied laws . (Rais
be transparent. Members, director board, even public will Ahmed)
be well aware of the working of the institution. Timely
information of the programmes, functions, economic It is suitable to responsive to the present and future needs
position, financial position etc. are necessary to assess the of the society.
performance of the firm as well as for future planning.
In cooperatives, governance issues are primarily focused
Vol. 8 (2.1) ❑ January 2019 Page 147

on the structure of the Board and its relationship with 4.2. Remedies
members, managers and government. Sadly, the most
important function of governance, which is that of Adequate compensation has to be provided to the elected
aligning the tasks in tune with the basic objective with management representative or the managers. Proper
which a cooperative is organized, has received very little motivation and training should also be provided to the
attention. managers and members. Try to avoid conflicts among the
managers, members and the directors. The government
3.4. Remedies should take initiative to train and maintain efficient
leaders who possess right knowledge about the co-
The legislative system has to be in such a way that it operative and management principles.
should not interfere in the management of co-operatives.
Appointment of the government officials has to be 5. DIFFERENT COMMISSION AND COMMITTEE
according to their knowledge and skill in a particular area. REPORTS
The tools and techniques used in co-operatives varies
from one another, so proper planning and training has to The growth and development of co-operative form of
be provided. organisation is being evaluated by the planning
commission in regular intervals. From the above
4. CO-OPERATIVE LEADERSHIP explanations we could conclude that the co-operatives are
those form of organisation which needs proper
Co-operative societies has to be run as per the co- democratic control, management, professionalism,
operative and management principles. This can be made leadership and governance. This was already been
possible only with the help of quality leaders. In this era highlighted by experts through many committee reports
of globalization co-operatives has to compete with which were presented frequently. Some of those reports
multinationals. In co-operatives the members will elect or are discussed as follows:
choose the management personnels, so they should take
special care about appointing the management persons ALL INDIA RURAL CREDIT AND SURVEY COMMITTEE
with leadership quality. An individual with necessary 1951
intelligence, common sense and dedication may emerge
as a leader of a co-operative body. To lead a co-operative Caution against state interference in day -to-day
the leader should possess certain qualities. working of co-operatives.
• increasing decentralization of powers of
4.1. Qualities of a good leader registrar.
• Emphasis on training of co-operative personnel .
A true leader should possess all the leadership qualities.
And some among the same is as follows:
THE ALL INDIA RURAL CREDIT SURVEY
1. A clear idea about co-operative principles
COMMITTEE,1954 IDENTIFIED THAT:
2. Knowledge in management skills and principles
3. Be a good motivator
“The co-operatives has failed but it must succeed”. As
4. Be an initiator
per the findings of the said committee the major reasons
5. Be a good decision maker
for the failure are as follow:
6. Initiative and capacity to solve problems.
7. Ability to guide the members. • Lack of operational efficiency though scientific
8. Ability to convince the prospective members that the management in the early stages of working.
co-operatives will provide solution to all types of • Lack of management or mismanagement by the
problems faced by them. officials and non officials of co-operatives.
Non realisation of the fact that high ideas and
The leader with above qualities has to be there in every principles are not alone sufficient for the success
co-operatives. They should have the right amount of of co-operatives (Rakesh Mohan, 2006)
authority to manage and control all the affairs of the
organisation. Every one will not be possessed with all the WORKING GROUP ON CO-OPERATIVE FARMING, 1959
qualities of a good leader but proper training and
moulding can be rendered for the same. Such a trained Decision-making power to vest with General Body .If
and efficient leader has to be there in each and every co- required, sub-committees for different subjects, where
operatives. membership is large.
• Model by -laws prescribed .
Good leadership is a prerequisite not for creating and • Education and training for ensuring success of
nurturing a co-operative but also for providing a vision society.
and inspiration, and guiding both member and
management so as to enable the co-operative to achieve COMMITTEE ON CO-OPERATIVE CREDIT, 1960
its purpose
• Nominees of the Government should not

interfere in the day-to-day working of the co- characteristics and autonomy of co-operatives.
operative . • Over the years, the registrar has acquired undue
• State to provide initial assistance for co- powers in respect of management decisions of
operatives, but not to interfere in internal the co-operatives , which should be curtailed.
management. • Role of registrar should be looked upon as a
development agent.
COMMITTEE ON TACCAVI LOANS AND CO-OPERATIVE
• Federal co-operative societies should play a
CREDIT, 1962
more active part in the developmental functions
• Co-operatives would be associated in relating to promotion , organisation proper
preparation of plan functioning and growth of affiliated co-operative
• committee on co-operative administration, societies.
1963
• IAS officers to be inducted as registrars, AGRICULTURAL CREDIT REVIEW COMMITTEE, 1989
taking account of suitability and with
sufficient orientation of the co-operative
• Improvement in the quality of staff and
accountability
department.
• Technical experts to be taken on loan from • Staff to be selected by societies.
concerned department.
VAIDYANATHAN COMMITTEE, 2004
VAIKUNTHLAL MEHTA COMMITTEE, 1963 • Recommendation regarding staffing at various
levels, criteria determining staff strength and
• An appropriate regulatory framework and the procedures for recruitment etc. has to be given
amendment necessary for the purpose of change more importance
has to be implemented
HIGH POWERED COMMISSION ON CO-OPERATIVES, 2009
MIRDHA COMMITTEE ON CO-OPERATIVES, 1965
To review the achievements of co-operatives in the last
• Targets to be dependant on financial one hundred years.
resources and administrative preparedness. • In order to improve the effectiveness of the
• Sanction of loans to managing committee Boards particularly their trusteeship role and
members or their relatives to be put up to general fiduciary responsibilities, ensure accountability
body for information. and professionalization of the organisation.
• general body to decide on number of terms on • With a view to build in professionalism , the
person may hold the office in tnhe management Acts should provide for cooption of experts/
committee and number of societies. subject matter specialists. (Babitha Agrawal,
2012)
ALL INDIA RURAL CREDIT REVIEW COMMITTEE, 1969 From 1951 to till date so many commissions
• Appropriate staffing and up gradation and committees were formed to study about the co-
through training. operative section. The results of these studies were not
• Suppression of management and appointment implemented properly. When we conduct a study its
of administrative officers in special case. effectiveness can only be measured by implementing or
• Suppression of management were society affairs using the suggestions if it is feasible. All the above
are unsatisfactory. suggestions were to improve the management strategies.
• Training should emphasize practical aspects of The results of these studies can be analysed only when it
working. is implemented and then we could take corrective
measures to solve the issues.
COMMITTEE TO REVIEW ARRANGEMENTS FOR
INDUSTRIAL CREDIT FOR AGRICULTURE AND RURAL 6. CONCLUSION
DEVELOPMENT (CRAFICARD), 1981
For the success of a co-operative organisation,
• No single pattern feasible for the entire country.
professionalism needs to be ensured. It has to be
• Exemptions to defaulters to be completely professionally managed under the purview of proper
stopped. corporate governance.
• Publishing list of defaulters to act as a deterrent
for default. This type of co-operative organisations will lead to the
overall social and economic development of the given
COMMITTEE ON DEMOCRATIZATION AND system. Creation of a co-operative organisation should be
PROFESSIONALISATION OF CO-OPERATIVE planned in such a way that both management and co-
MANAGEMENT, 1985 operative principles go hand in hand. It is in this back
• Existing co-operative societies Act contain ground the following suggestions are offered for
provisions which militate against the democratic strengthening the co-operatives.
Vol. 8 (2.1) ❑ January 2019 Page 149

1. Human resource in the co-operatives has to be given 7. BIBLIOGRAPHY
due importance. There should be trained professionals
who possess knowledge about the organisation and 1. Agrawal Babitha, Co-operatives in India, 2012
has leadership quality. edition, p.15 to p.50
2. Appointment of professionals with adequate amount 2. International Labour Organisation(ILO) Promotion of
of delegation of authority also. co-operatives, recommendation, 2002
3. Efficient government officials can be appointed but 3. Mohan Rakesh.(2006). "Article, Agricultural credit in
not with short tenure. They should have the capacity India: Status, Issues and Future Agenda", Economic
to take up this venture not only as a social and Political Weekly, Vol.41, No.11.
responsibility but also as a new light for economic 4. Report Of Committee On Cooperative Administration
development. (1963) Set up in 1963 under the chairmanship of
4. Cooperatives should undertake member awareness Vaikunthlal Mehta, the Committee was to make
and education programmes on a continuing basis in 5. S Nakkiran, Co-Operative Management : Principles
order to sensitize members regarding their rights, And Techniques, 5th Edition,p.52.
responsibilities, obligations in respect of the 6. T. S. Balan, Management of Co-operative societies,3rd
organization to which they belong. edition, p.38 .
5. To impart knowledge about the subjects like: 7. Vaidyanathan committee report objectives:The union
Environment for Cooperatives and Rural government constituted a Task Force on Revival of
Development, Cooperative Credit and Banking, Cooperative Credit Structure, on 05 August, 2004
Cooperative Law, Management and Administration, under the Chairmanship of Prof. A. Vaidyanathan,
Non-Credit Cooperatives, Cooperative Accounts and Professor Emeritus, Madras Institute of Development
Audit, Marketing Management, Organizational Studies, Chennai.
Behaviour and Communication, Human Resource
Management, Industrial Relation etcetera through
proper training.
6. Special efforts shall be made to facilitate women and
youth participation in cooperatives.
7. It should be made obligatory on the part of
cooperative leaders to undergo training on cooperative
and business.
8. They can take assistance from the experts in the field
of management, accounts, audit, etc. for short period
of time if they cant afford the cost of appointing the
experts in their organisation.
9. Government is providing lot of financial assistance
and member training programmes for the societies
through organisations like: (a)National Council of
Cooperative Training - New Delhi, (b)Vaikunth Mehta
National Institute of Cooperative Management
(VAMNICOM) – Pune, (c) Five Regional institutes at
Bangalore, Chandigarh, Gandhinagar, Kalyani and
Patna, (d) Fourteen other institutes situated in Bhopal,
Bhubaneswar, Chennai, Dehradun, Guwahati,
Hyderabad, Imphal, Jaipur, Kannur, Lucknow,
Madurai, Nagpur, Pune and Thiruvananthapuram. But
these organistions are not analysing the percentage of
participation of different co-operative societies.
Number of participation is less so we have to increase
the participation of the societies by creating awareness
about the strategies and schemes available among
them.
10. Leadership is not just an inherited traits in the
individuals but you can train and groom the
employees in every societies. Such an initiative should
come from the government because all the societies
cannot afford to appoint professionals.
11. To replicate successful organisational models from
various countries.
12. Taking necessary steps in reviving sick co-operative
units by implementing co-operative management.

Article R. Karunambika et al,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 151-153 (2019)
RECENT TRENDS IN CSR IN INDIA
R. Karunambika1, Dr. J. Arthi2*

Research Scholar1, Supervisor2
Department of Business Administration
Avinashilingam Institute for Home Science and Higher Education for Women
Abstract
Corporate Social Responsibility has become the key strategy that focuses towards Sustainability of a
company. The CSR initiatives adopted by the corporates are serving as successful measures towards
fulfilment of Social and Environmental obligations of a company, which were once seen as separate
issues. In India, the picture of CSR has magnified a lot more in size when compared to the yester years.
This could be attributed to the emergence of the triple bottom line approach of CSR that has three
important considerations: People, Profit and Planet.
Keywords: CSR, CSR trends, Corporate social responsibility.
1. INTRODUCTION towards environmental friendliness. This could be seen as

a result of the dire need for the propaganda against
Moreover, India us the first country in the World to make pollution, that exists in the country, especially pollution.
CSR mandatory through an amendment of the Companies As industries have been polluting the rivers and other
Act, 2013 in 2014. Hence, the objective of corporates water resources and also creating air pollution to the
cannot freeze at just ‘wealth maximization ‘but a lot more environment, measures have been taken to seize pollution
than that. The primary objective of the Corporates have in various ways and to promote cleanliness and
transformed to become a combo pack of Social, Environmental Friendliness. The “Swachh Bharat
Environmental, Ethical and Financial concerns, which Abhiyaan “of the Government of India is a predecessor in
cannot be neglected by the corporates in order for them to the CSR initiative towards environmental impact.
travel through their growth and sustainability path. Companies have come forward to spend their CSR funds
for constructing public toilets, garbage for better waste
2. RECENT TRENDS IN CSR IN INDIA management implementing waste recycle processes, and
other initiatives which aim at facilitating a clean and
Transparency in business is an ever expected one by the hazard-free environment for the people to live in.
Consumers and other stakeholders and hence, companies Propaganda towards curbing water pollution and air
have accordingly shown their adaptability to such pollution has become one of the common activities of
expectations in order to avoid any risks unto them. The almost all the companies as the motto is “Environmental
focus of the companies from just customer satisfaction Friendliness”.
has now shifted to the concept of long term sustainability
which is believed by more than 33%of the companies to Water is one of the highest global risks according to the
be the best choice to develop competitive advantage and ninth edition of the Global RiskReport, 2014 released by
strengthen risk bearing capacity. Hence, the Indian the World Economic Forum. Sourcing water for
Companies are coming up with increased focus towards operations of the companies and also providing it to the
CSR initiatives to satisfy the large concepts of society as part of CSR initiatives is increasingly taking
Governance, Disclosure and Sustainability. the centre stage of the CSR initiatives.
Taking into consideration the trend in which Indian 4. CSR EXPANDS BEYOND CHARITY
Companies plan their CSR initiatives and what are all the
Sustainability Development Goals on which their long The conventional strategy of companies were their
term projects are based, the following are the few trends monetary contributions to orphanages, old age homes,
that could be identified. schools etc as a gesture of charity. It was also expressed
in the form of scholarships and free ship to educational
3. ENVIRONMENTAL FRIENDLINESS institutions and sports clubs apart from presenting better
performing children with special awards and rewards. On
This is the most important of all. Almost every company the other hand, the employees of the companies and their
in India, has in time or other campaigned their initiatives families were also included in the charity bracket as
employee satisfaction is also a key factor that determines • Sustainable livelihood and
success of the company. Since, the CSR mandate was • Environment protection.
passed in the year 2014 requiring appropriate disclosure
of the spent amount and also mandatory spending of CSR 8. ENTREPRENEURSHIP & CSR CAN TURN
funds, there has arisen a scenario of companies locking TRENDY
funds unspent in times of not finding appropriate projects
to invest in. Explained a gist of the common trends of CSR practices
prevailing in India, suggesting an important sphere that
Hence, CSR is unanimously looked at as a strategy to has to be focused on, will make a holistic picture for the
increase brand value. paper. One of the key component of the Indian economy
which needs to be strengthened is Entrepreneurship.
5. LESSER THE IMPACT MORE THE RESPONSE Review in this direction reveals that there is not much
study in CSR funding young entrepreneurs and so it is at
Its highly essential for the companies to maintain the evolving stages of development. Diversion of the
negligible or no adverse impact on the environment or the unspent CSR funds which is really hefty could be utilized
natural atmosphere. The level of impact on the society at for the purpose of supporting budding entrepreneurs with
large and the success chances of the CSR strategy are innovative ideas to start up their own ventures and
inversely proportional to each other. Lesser the impact on become job providers rather than being job seekers.
society more is the positive response of the society.
Hence the companies are getting prepared with models
that exhibit possibility of sustainable growth in various
different ways. Big companies like ITC, Dalmia and other
companies are promising to keep up zero impact
especially in terms of using water and other renewable
resources.
6. RENEWABLE RESOURCES ADDRESSED
According to the Nationally Determined Commitments in

India, Companies will have to target towards the emission
cuts from 33-35%. This has attracted attention towards
the renewable energy of solar, wind and other energy
sources. As a result the services and products of the There are a lot of ways in
companies can route up even to the remote areas which which CSR funds could be diverted and
will become accessible by way of the availability of utilized for the Entrepreneurship development in
renewable energy all around. Further, the companies will the economy. One crucial way us to fund the start up
be able to store energy for long term which will ease their ventures of the young minds through setting up of
consumption needs as well as promote a consensus incubation centres in educational institutions which will
between the companies and Government and it will facilitate emergence of numerous innovative start ups
increase the Public Private Partnership opportunities. which will contribute to the economic development of the
nation.
7. ALIGNED WITH GOVERNMENT SCHEMES
9. CONCLUSION
Almost every company in the nation has a keen adherence
to integrate all the schemes introduced by the The trends of CSR in India seems
Government into their CSR initiatives. The initiatives of to be on track with the
the Government like the Swachh Bharat, Digital India, requirements of the nation. Business houses
Make in India and other initiatives including campaigns who are successful enough need to continue what they are
against use of plastics etc are taken into serious doing and businesses which are yet to start recognizing
consideration. All the social welfare schemes of the their responsibility need to gear up for a better India
Government form a part of the CSR of Indian Companies. tomorrow. Special concern to CSR contribution towards
CSR activities of the companies are focused on almost entrepreneurial development need to be addressed
every sphere of an economy including the following: fulfilling which the mandate CSR spending would see it’s
real success.
• Poverty allegiance
• Health Care 10. BIBLIOGRAPHY
• Education
• Social Welfare 1. Arvind D. “Corporate Social Responsibility of Indian
Business Houses”, Maratha Mandir’s.
• Skill Development
2. Ghose S. (2012). “A look into Corporate Social
• Disaster relief
Responsibility in Indian and emerging economies”,
• Women Empowerment

RECENT TRENDS
IN CSR IN INDIA
International Journal of Business and Management

Invention, Vol.1(1), pp.22-29.
3. Gupta R. (2012). Emerging trends of Corporate Social
responsibility in India- An Overview, IJBMR,
Vol.2(1), ISSN: 2249-6920, pp.39-49.
4. Khanna P, and Gupta G. (2011). Status of Corporate
Social Responsibility: in Indian context. APJRBM,
Volume 2, Issue 1, ISSN. 2229-4104.
5. Sharma, Anupam & Kiran, Ravi. (2012). Corporate
Social Responsibility Initiatives of Major Companies
of India with Focus on Health, Education and
Environment, African Journal of Basic Applied
Sciences 4 (3): 95-105, ISSN 2079-2034.
6. Usha, L. (2012). Corporate Social Responsibility in
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2249-555X.
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bleFuture/sustainability-and-csr-trends-for-india-in-
2017/
Vol. 8 (2.1) ❑ January 2019 Page 153

Article Sathyam Gupta,
e-ISSN 2349-9761 Vol. 8 (2.1): pp. 154-155 (2019)
AN OUTLOOK OF LOW PENETRATED CONTACT LENSES
Sathyam Gupta*
Research Scholar, Amity University, Haryana, India.
Abstract
India is a country of youths with right age group of using contact lenses. Despite in India advance
contact lenses are adequately available, not many people are adapting them. Johnson & Johnson Vision
is a global leader in contact lens industry and most of its lenses are easily available in the retail optical
stores across the country. This article is an attempt to unfold the story behind the contact lens market in
India.
Keywords: Contact Lenses, penetrations, awareness.
1. INTRODUCTION purely cosmetic purpose whilst transparent powered

lenses are primarily used for correcting refractive error.
Current contact lens penetration in India is approximated Cosmetic use of contact lenses also widens the scope of
to be only 5.3% of the target population and goes up to 8- getting many users into the category who need not to have
9% in top eight cities. Which is considerably low as refractive error.
compared to other Asian countries like China (17%),
Korea (16%), Malaysia (25%) and Singapore (35%). One However, in India even this benefit of contact lens is not
of the recent research also have reported similar able to charm more users into the category. Contact lenses
prevalence of contact lenses in China. Despite in India can be used intermittently on special occasions without
advance contact lenses are adequately available, not many shifting completely from spectacle wear to contact lenses.
people are adapting them. Johnson & Johnson Vision is a They both can be used by a single wearer as and when
global leader in contact lens industry and most of its required but the statics in India says more people have the
lenses are easily available in the retail optical stores single ownership of ‘only glass’ (only spectacles) when
across the country. Similarly, Bausch and Lomb, Alcon compared with other Asian countries. India also has low
and Cooper vision products are also easily available in number of people who wear both spectacle and contact
India. lens (22%) as compared with Japan (42%), Korea (46%),
China (32%) Hong Kong (54%) and Taiwan (44%). In
Like eyeglasses contact lenses are used to correct the terms of only contact lens users this research states that
different types of refractive errors. Contact lenses are India has also low percentage of ‘only contact lens’ users
placed directly on the surface of the cornea to correct (4%) while in Korea (8%), China (9%), Hong Kong (7%),
refractive errors. They are available in different powers Taiwan (7%) it is significantly higher.
and are prescribed by authorized eye care practitioners
(ECPs) including both optometrists and ophthalmologists. To understand the reasons behind low contact lens users
Contact lenses are optical medical devices. They give in India, a study was conducted that states potential
natural look and let its wearer perform many activities barriers and motivating factors from practitioners` and
more comfortably than wearing spectacles. Contact lenses contact lens wearers` outlook. The most common
can also be used during sports or to match the fashion motivators in recommending contact lens from a
style. Contact lenses give natural look and may also allow practitioner’s perspective were professional satisfaction
better vision correction. Contact lenses are available in (94%) and providing better vision correction option to
different colors too. Patients are free to choose any color patients (90%). Natural appearance (98%) and vision
they like as per their own preferences. These color related benefits (90%) were the major motivators for
cosmetic lenses are available both for correcting the patients. Increased chair time (51%) and fear of losing
refractive errors as well as in zero powers to use them for their patients to competition or internet business 34%
aesthetic purpose. Even after so many positives India (probably because of attractive discounts and offers) were
faces low penetration of contact lenses. observed as main barriers for recommendation. Lack of
correct information about contact lens among the patients
2. CONTACT LENS PENETRATION IN INDIA (80%) was the most common barrier from patient’s
outlook, followed by cost (66%). This research limits the
Contact lenses are having twofold properties; it is having respondents of being eye care practitioners only. But what
partial nature of a medical device as well as partial nature this research unveiled is the need of speaking to both the
of a cosmetic product. Color contact lenses are used for practitioners and to the patients for better understanding

AN OUTLOOK OF
LOW PENETRATED CONTACT LENSES
of the reasons behind low contact lens users. Hence there is 80% of the spectacle wearers were averse of wearing
is a scope of reaching to contact lens patients in future contact lenses or having refractive surgery. There is high
studies. In the same study, it was also observed that awareness and negative attitude to alternatives to
education level of ECPs also has an important role to spectacles researchers revealed. This negative attitude
play, the members of International Association of contact results to low number of contact lens users.
lens Educators (IACLE) found fitting contact lens
provided more professional satisfaction and better Knowledge of contact lenses simply means to have
business proposition as compared to non-members, while necessary information for deciding to use or not to use
non-members feared of losing patients to competition/ contact lenses. Right awareness comes from right source
internet business more as compared to members. Probably of information. One should be very particular for
the education level and confidence of handing the contact attaining the correct information. For contact lenses an
lens related issues was the reason behind this. important source of influence could be an eye care
Optometrists with diploma qualification felt they were practitioner(ECP). An ECP is supposed to be contact lens
incompetent in handling contact lens complication as expert and in India they deal with contact lens sales as
compared to graduate and post-graduate optometrists. well. But surprisingly it has been found that only 5% of
Low skills of contact lens practitioners may increase the current contact lens wearers are influenced by them.
contact lens dropouts and patient’s misbelief about the Only one out of twenty contact lens wearers started
category. Similar obstacles were found in a study wearing contact lenses because the recommendations of
conducted in Mumbai, India for understanding the ECP. This number is very small, it can be surmised as
barriers and motivators of multifocal contact lenses (a ECPs refrain themselves in talking about Contact lenses
specific category of contact lenses used for both near and to more targeted patients. This small influence of ECPs
distance vision correction), among the 102 practitioners have been also supported by a study among medical
as respondents it was found that increased chair time students this study also finds the similar 5% of current
(75%), Lack of availability of trials (69%) and limitations contact lens wearers who came to know about contact
of power range (63%) were the most common obstacles lenses from optometrists. Print and electronic media along
in prescribing more multifocal contact lenses. Lack of with friends and relative’s advice have been found to
awareness among patients (90%) was the common barrier have major influence on making someone fascinated to
from patients’ outlook. However, no contact lens user or contact lenses. This study unveils 95% of the contact lens
dropped out patient was asked to fill the questionnaire. users came to know about Contact lenses from these two
Professional satisfaction (88%) and better business sources. In another study the influence of ECPs is found
proposition (82%) were observed as main motivator. to be 21% but the number is still smaller than advice from
Since both the research only recorded eye care family and friends (32.9%) and print and electronic media
practitioners’ opinion, the other side of the story is (45.3%).
unveiled that is the users’ story of not opting contact
lenses. 4. CONCLUSION
3. CONTACT LENS KNOWLEDGE If awareness is not converted into action it is useless.

There is a need to understand the gap between awareness
Awareness or knowledge is not always based on real facts and knowledge in terms of contact lens adaptation in
it might be based on individual’s own experiences or the India. Contact lens adaptation could be improved by
situations. If someone sees or hears about a patient who bridging this gap.
has had some problems due to contact lens usage he
might make a perception of contact lenses are not right to
wear and they might lead to complications into the eyes
of wearers without knowing completely about the
problematic case or reasons for complications. Hence
individual might develop positive or negative myths
associated with contact lenses. These myths lead to fear
of side effects, as seen in the study it is a major obstacle
of not opting contact lenses. In fact, it is a bigger barrier
in opting contact lenses than lack of information and cost.
These both obstacles fear of side effect and lack of
information are the result of not having required
knowledge.
To understand more into the contact lens usefulness a

study found similar results, 54% of the spectacle users
were oblivious about contact lenses as an option to
correct refractive error. This percentage is significantly
high. Similar kind of behavior can be surmised in India
also, until it is surveyed. What more shocking in the study
Vol. 8 (2.1) ❑ January 2019 Page 155

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Volume 8 (2.

1) p-ISSN 2249 – 0191

Transformative Technology in Commerce and

SPEAK Foundation, Delhi

International Journal of Management and Social Sciences (IJMSS)

Mode of Payment: Contact editor of the journal.

Editor – Dr. Hitesh Gupta

Organizing Committee Members

About the Institution

About Department of Commerce

• Deliver holistic education where quality reigns supreme

About the Conference

Key Themes of the Conference

+ Accounting and Taxation

1. EMPIRICAL STUDY ON DOMESTIC VIOLENCE AND WOMEN EMPOWERMENT IN URBAN

2. EXPORT PERFORMANCE OF PHARMACEUTICAL INDUSTRY IN INDIA 5-9

3. EFFICACY OF ONLINE REVIEW CHARACTERISTICS ON PURCHASE DECISION OF

4. THE DIGITAL SUBJECT: DIGITAL MEDIA PLATFORMS AND CHANGING VIEWERSHIP

5. A STUDY ON POSTAL SAVINGS- AN INVESTMENT ALTERNATIVE TO THE RURAL AREAS 19-22

6. AN IMPECCABLE ONLINE SINGLE WINDOW CLEARANCE SYSTEM ENTAILING EASE OF

7. DEMAND, ACCEPTABILITY AND E-MARKETING OF ORGANIC PRODUCTS 28-31

8. MARKET CAPITALIZATION AND FACTORS AFFECTING IT: AN EMPIRICAL STUDY 32-36

9. THE IMPACT OF E – RAKAM ON THE INDIAN FARMERS – AN ECONOMIC PERSPECTIVE 37-40

10. CUSTOMER PERCEPTION TOWARDS SMALL FINANCE BANK WITH SPECIAL

12. AN EMPIRICAL STUDY ON FACTORS INFLUENCING WORK LIFE BALANCE OF PRIVATE

13. SUSTAINABILITY THROUGH GREEN PRACTICES: WILLINGNESS TO ADAPT PLASTIC

14. ROLE OF KNOWLEDGE MANAGEMENT STRATEGIES ON EMPLOYEES PERFORMANCE

17. JOB SATISFACTION AMONG MEDICAL REPRESENTATIVES IN KERALA: AN

18. A STUDY ON CONSUMERS BRAND PREFERENCES OF SELECTED FMCG PRODUCTS

20. A STUDY ON NON-PERFORMING ASSETS OF SELECT SCHEDULED COMMERCIAL

21. AWARNESS OF DIGITAL FINANCIAL SERVICES AMONG RURAL HOUSEHOLDS – A

22. INVESTORS PERCEPTIONS TOWARDS SAVING CUM INVESTMENT SCHEME – WITH

23. DIMENSIONS OF PERSONALITY TRAITS AND INVESTMENT PATTERN 102-106

24. SOCIO-ECONOMIC STATUS AND WORKING CONDITIONS OF STREET CHILDREN IN

25. A STUDY ABOUT CULTURE - HERITAGE TOURISM IN COIMBATORE 110-113

26. HERITAGE TOURISM DEVELOPMENT OF GREAT LIVING CHOLA TEMPLES: A STUDY

28. CUSTOMER PREFERENCE TOWARDS ONLINE BANKING 125-128

29. INVESTORS PREFERENCE TOWARDS LIFE INSURANCE INVESTMENT PORTFOLIO 129-132

EMPIRICAL STUDY ON DOMESTIC VIOLENCE AND WOMEN EMPOWERMENT IN

R. Kalpana1, Dr. K.T. Geetha2*

Keywords: Domestic violence, Women empowerment, Gender-based power, Urban slum,

1. INTRODUCTION • To analyze the interrelationship between dimensions

Page 2 International Journal of Management and Social Sciences (IJMSS)

4.2 Nature and Frequency of Violence Interpersonal victimization of women significantly

Vol. 8 (2.1) ❑ January 2019 Page 3

Page 4 International Journal of Management and Social Sciences (IJMSS)

EXPORT PERFORMANCE OF PHARMACEUTICAL INDUSTRY IN INDIA

N.M. Varshini 1, Dr. M. Manonmani 2*

Keywords: Export Performance, Competitiveness, Pharmaceutical Industry, Pharma, Pharma export,

1. INTRODUCTION In view of the above points the investigator had under

Page 6 International Journal of Management and Social Sciences (IJMSS)

0 ≤ 𝑆𝑖 ≤ 1 These thresholds were not just randomly selected, but

Vol. 8 (2.1) ❑ January 2019 Page 7

Page 8 International Journal of Management and Social Sciences (IJMSS)

policy to encourage export. In order to achieve sustain

1. Chidoko C, and Zivanomoyo J. (2016). “Analysis of Export

Vol. 8 (2.1) ❑ January 2019 Page 9

EFFICACY OF ONLINE REVIEW CHARACTERISTICS ON PURCHASE DECISION OF

D. Arthi1, Dr. P. Santhi2*