2023-01 IEMS Journal Ver6

ISSN : 2249-569X
IEMS
July - December 2022
VOL. : 10 ISSUE : 2
Journal of
Management Research
Chief Patron : Editor in Chief : Associate Editor :

Dr. Charantimath N. A. Dr. Veeranna D.K. Dr. Praveen B. Patil
A COMPARATIVE STUDY BETWEEN THE PUBLIC'S INTEREST IN

WATCHING MOVIES AT THEATRES AND OTT PLATFORMS WITH
SPECIAL REFERENCE TO VIRUDHUNAGAR CITY
- Dr. B. Pavalakumar
A STUDY ON RURAL CONSUMER BEHAVIOUR

TOWARDS SELECTED CONSUMER DURABLE GOODS
- Dr. Varadaraja D.
INFLUENCE OF TECHNOLOGY ON FAMILY BUSINESS IN INDIA

- Mr. Sandep Jirgyal, - Dr. Poornima Charantimath
- Dr. Prasad Kulkarni, - Dr. Praveen B. Patil
ROLE OF FINANCIAL INCLUSION AND

FINANCIAL LITERACY DURING THE PANDEMIC
- Dr. N Ramanjaneyalu, - Sunidhi Subhas Narendra
FACTORS INFLUENCING CUSTOMER PREFERENCE

TOWARDS ORGANISED FOOD RETAILING
- Prof. Shivanand Patil
A STUDY ON FINANCIAL LITERACY AMONG YOUTHS

- Prof. Akshata Bilagi
VIRTUAL DIGITAL ASSETS IN INDIA- A CONCEPTUAL STUDY

- Kari Gooli
FACTORS INFLUENCING SUSTAINABLE LIVELIHOOD

OF WEAKER SECTION WOMEN IN BANGALORE CITY
- Dr. Leelavathy A. M.
A STUDY OF CAREER PLANNING AND DEVELOPMENT

IN FOOD INDUSTRY AT HUBBALLI CITY
- Dr. Harshal Borgaon, - Hakeem Umme Farwa
- Apeksha D. Gogi, - Apeksha B. Rajput
KAIZEN EDUPLUS SOCIETY’S

KES’s INSTITUTE OF EXCELLENCE
IN MANAGEMENT SCIENCE, HUBLI www.iemsbschool.org
IEMS Journal of
Management Research
Peer reviewed bi-annual journal
Vol-10 Issue-2 July - December 2022 ISSN 2249-569X
Chief Patron Dr. Charantimath N. A.

Advisory Board Dr. Ashok Chachadi,
Former Dean & Director, KIMS, Karnatak University, Dharwad
Dr. Ramesh R. Kulkarni
Dean, KIMS, Karnatak University, Dharwad
Dr. A. M. Kadakol
Director, KIMS, Karnatak University, Dharwad
Dr. L.S. Ganesh,
Professor, Department of Management Studies, IIT, Madras
Dr. V. Padmaja, Associate Professor & Head,
Training/MDPs/FDPs, Ramaiah Institute of Management, Bengaluru
Dr. M.R. Patil
Professor, Goa
Dr. Aditya Jadhav
Professor, TAPMI, Manipal
Dr. Narasimha Chary
Professor, IBS, Hyderabad
Dr.H. Gowda
Associate Professor, Dept of Economics, Davanagere University
Dr. Mahantesh Kuri, Assistant Professor,
Department of Management Studies, Rani Channamma University, Belagavi
Director &
Editor in Chief Dr. Veeranna D. K.
Associate Editor Dr. Praveen B. Patil
Editorial Team Dr. Poornima M. Charantimath

Prof. Bhartesh. Y. D
Prof. Preeti Goudar
Prof. Vinayak Uparate
Prof. Jagadish Pattar
Prof. Shaktianand Chikkur
Prof. Preeti Belgumkar
Prof. Vinanti Naik
Prof. Akshata Bilagi
Prof. Pooja Charantimath
Publisher Director, IEMS B-School, Plot No.129-132, Tarihal Industrial Area, Near SBI, Airport Road,
Hubli-580026, Karnataka, India. Mobile : +91-9886676393, Ph. No.: +91(836)-2310491 / 94
Email : kesiems@iemsbschool.org | https://www.iemsbschool.org
Disclaimer:
The views expressed in this journal are individual author's contribution and the Journal does not
necessarily endorse agree with authors' view. All the disputes are subject to Dharwad jurisdiction only.
I
Hon. Chairman’s Message
At the outset, let me recognize the contribution of
each author for IEMS Journal of management. I
appreciate their continued support in the field of
research and critical approach towards development
of knowledge towards the users or the stakeholders.
IEMS has achieved a remarkable progress in

imparting quality management education by
CA Dr. N.A. Charantimath articulating proper blend of theory and practice.
Hon. Chairman – IEMS through its CDC (Career Development
KES & IEMS, Hubli Center) activity continuously harness individual
students varied potential and enable them to nurture it. These unique activities of the
Institution have resulted in carving a significant niche for IEMS in the field of
Management Education in this part of the region.
In our progressive Endeavour IEMS brings out biannual IEMS Journal of

Management Research for Research Scholars, faculties, Student and academic
community in general. Apart from conducting various personality development and
soft skill training sessions from professional trainers the Institute also organizes
various workshops and seminars for faculty and students with active involvement of
other Institutions, Universities in North Karnataka region.
I do appreciate the outcome in the form of IEMS Journal of Management for the
benefit of the stakeholders.
My compliments to the Team IEMS.
III
Message from Director
“Academic success depends on research and
publications”
- Philip Zimbardo
Dear Researchers, Authors, Reviewers, and Readers,

Dr. Veeranna D. K.
Director
It gives us immense pleasure to come up with one more
issue from the IEMS Journal series for the year 2022. We
feel honored and fortunate to be a part of this peer-reviewed journal and working as a
highly effective team to ensure it continues to be a trusted source in the field of
Management and Commerce.
The National Education Policy (NEP-2020) has witnessed the importance and
necessity of diversity and multidisciplinary research. As we continue to diversify as a
board, we are proud to be unique journal in its kind. We will continue to publish
papers on diverse topics in the area of Management, Commerce and related field of
knowledge
The continued success of the journal is due to the efforts of our predecessors and the
diverse team of editorial team members, board members, anonymous reviewers,
contributors, readers, and supporting staff. The every effort has been put into to
improve the content and quality of the journal to reach the benchmark of
effectiveness and efficiency to reach the readers. An enormous amount of effort has
been devoted to improving the journal in its shape, size and aesthetics along with
quality.
I appreciate the authors, editorial team, reviewer and printer for their true
contribution in bringing this issue on time. I also thank our management for their
continual support and guidance in every aspect.
Thank you every one….
V
From the Editor's Desk
Dear Readers,
Season's Greetings from IEMS, Hubballi...
We are very much delighted to present the Tenth volume of

'IEMS Journal of Management Research" to you. This is a
Dr. Praveen B. Patil peer reviewed journal published bi-annually by the institute.
Associate Professor This journal is a platform for research scholars, researchers,
IEMS B-School academicians and practitioners to share their knowledge and
experience in the field of management. This issue will be of
great value to you. This issue of the journal is available in the website of our institute i.e.,
https://www.iemsbschool.org
On behalf of the institute I thank all the members of our editorial board, reviewers for all their
constant and continuous support and guidance in our journey towards continuous
improvement. I also thank all the authors for contributing their research articles for this issue.
VII
Index
A COMPARATIVE STUDY BETWEEN THE PUBLIC'S INTEREST IN
WATCHING MOVIES AT THEATRES AND OTT PLATFORMS WITH
SPECIAL REFERENCE TO VIRUDHUNAGAR CITY 01-11
- Dr. B. Pavalakumar

TOWARDS SELECTED CONSUMER DURABLE GOODS 12-24
- Dr. Varadaraja D.

- Mr. Sandep Jirgyal, - Dr. Poornima Charantimath 25-35
- Dr. Prasad Kulkarni, - Dr. Praveen B. Patil

- Dr. N Ramanjaneyalu, - Sunidhi Subhas Narendra 36-44

TOWARDS ORGANISED FOOD RETAILING 45-57
- Prof. Shivanand Patil

- Prof. Akshata Bilagi 58-67
VIRTUAL DIGITAL ASSETS IN INDIA- A CONCEPTUAL STUDY

68-74
- Kari Gooli

OF WEAKER SECTION WOMEN IN BANGALORE CITY 75-88
- Dr. Leelavathy A. M.

IN FOOD INDUSTRY AT HUBBALLI CITY 89-104
- Dr. Harshal Borgaon, - Hakeem Umme Farwa
- Apeksha D. Gogi, - Apeksha B. Rajput
IX
A COMPARATIVE STUDY BETWEEN THE PUBLIC'S

INTEREST IN WATCHING MOVIES AT THEATRES
AND OTT PLATFORMS WITH SPECIAL REFERENCE
TO VIRUDHUNAGAR CITY
Dr. B. PAVALAKUMAR
Assistant Professor,
Department of Business Administration,
V.H.N. Senthikumara Nadar College (Autonomous), Virudhunagar.
Abstract:
Theatre, cinema hall or big screen, whatever be the term; this terminology has
always been the center stage and focal point of entertainment. Besides being an
entertainment platform, reflects a great deal of our culture and social life. Theatre
enhances the experience of watching on a large screen by providing the best possible
audio and visuals. Any movie's visual clarity could be felt solely with the well-
designed ambience in theatres. With the “Anyone, Anywhere” phenomenon
facilitated by advanced gadget features stimulates the demand for a new visual
experience, which ultimately leads to OTT platforms. The Over-the-top (OTT)
platforms have a significant influence on the innovative drive in the entertainment
sectors. Keeping this in view, this paper attempts to study the public's interest in
watching movies at theatres and OTT platforms.
Key Words: OTT, Perception, Digital media, OTT Platforms, Hotstar, Netflix,
Amazon Prime, Disney.
INTRODUCTION
In India, watching movies and other digital content has been
considered as a consistent activity and a part of our lifestyle which provides
recreation and relaxation from our hectic work. The main aspect is the medium
through which the movies and series are consumed. From 1990s to 2010s, television
and cinemas were the key platforms through which the movie was consumed. Hence,
people had the habit of watching movies in television and at theatres. Further, the
COVID-19 pandemic accelerated the OTT wave, forcing the theatres to shut down,
the OTT players have been able to set a strong position as the prime medium and
source for streaming web series, movies and a wide variety of other digital content.
This has impacted the theatres much in terms of market share and revenue which in
turn resulted in direct competition between OTT and theatres, despite their different
business models.
1
Over the past 3 to 4 years since 2019, the shift in consumer preferences
towards consuming digital content is the major stimulator for the rivalry between
theatres and OTT platforms. People have switched to OTT platforms for various
reasons such as convenience, availability of variety of content, price value, etc. Thus
this validates the need for this research study to know the people's preference behind
choosing OTT platforms and Theatres and to analyse the rationale behind the shift in
consumer behavior.
OBJECTIVES OF THE STUDY

1. To find out the people's preference behind choosing OTT platforms and
Theatres.
2. To study the influential factors for preferring one media over the other.
3. To predict the future trend of the Indian movie and entertainment industry.
REVIEW OF LITERATURE
Krishna Mohan et al. (2021) concluded that although there is a noticeable
influence of OTT platforms and streaming services on Movie theatres, but that does
not limit the opportunities of growth for both sides. Even if OTT platforms are
having a mushroom effect, when compared to the potential market size, they have
only scratched the surface.
A study by Tripathi (2020) stated that in the post COVID-19 research of OTT
vs. Theatres, both have their own advantages and disadvantages in terms of
experience, cost, time management, convenience and so on.
According to Saha and Prasad (2021), there is more scope for OTT platforms
in the future due to favourable demographics, pertinent and captivating free content,
and the variety of subscription plans for premium content. The widely dispersed
population can access their preferred content on multiple screens and spends nearly
one-eighth part of their day in watching their favorite movie, TV show or drama.
Chatterjee and Pal (2020) through the analysis in their paper mentioned that
OTT platforms are preferred by consumers not only because of technological
advancement but also due to behavioral and socio-economic changes impacted by
globalization.
Sundaravel and Elangovan (2020) evaluated in their paper that video real
time has emerged as the most potential avenues in India for content consumption.
Even the smallest OTT stages are having a significant impact.
2
As evaluated by Ning and Chen (2019) in their study that in terms of niche
overlap, the traditional TV and OTT have a lot in common when it comes to
entertainment and usage simplicity. On the whole, OTT platforms outperform
traditional TV in all the competitive ways.
RESEARCH METHODOLOGY
This is a Descriptive research study conducted in Virudhunagar city with 150
respondents. The primary data was collected through an online survey of the
audience of Theatres and OTT platforms. A non-probability Judgement sampling
method was adopted in the present study. The rationale behind choosing this
technique is to keep control of the quality of responses and to ensure that relevant
target audience only are chosen for data collection. The secondary data was collected
from articles, newspapers and websites. Charts, Frequency tables, Percentage
analysis were used for analyzing the data collected.
LIMITATIONS OF THE STUDY

Some of the limitations of the study include:
· The sample size for the study is restricted to 150 respondents only.
· The survey results are limited to Virudhunagar city only.
ANALYSIS AND INTERPRETATION
TABLE-1 GENERAL PROFILE OF RESPONDENTS
Variables Items Frequency Percentage (%)
Male 103 68.7
Gender
Female 47 31.3
SSLC/+2 29 19.3
Level of Education UG 96 64.0
PG 15 10.0
Others 10 6.7
Private Employee 74 49.3
Occupation Government Employee 31 20.7
Business 23 15.3
Housewife 22 14.7
Less than 20 years 38 25.3
Age 20 – 30 years 56 37.3
30 – 40 years 23 15.4
Above 40 years 33 22.0
Single 54 36.0
Marital Status Married 96 64.0
Below Rs.15,000 42 28.0
Monthly Income Rs.15,000 – Rs.25,000 76 50.7
Rs.25,000 – Rs.35,000 22 14.7
Above Rs.35,000 10 6.6
Source: Primary data, 2022
3
From the above table, the gender-wise distribution of respondents shows that 68.7%
of the total respondents were male and 31.3% of the respondents were female. In case
of age of the respondents, 37.3% of the respondents belong to the age category of 20 -
30 years and a majority of 64% of the respondents is graduates. Most (49.3%) of the
respondents are private employees. 64% of the respondents are married and 50.7% of
the respondents are earning a monthly income in the range between Rs. 15,000 – Rs.
25,000.
TABLE-2 SHOWING THE DURATION OF WATCHING OTT

PLATFORM PER DAY
S. No Hours % of the Respondents

1 0–2 55.71%
2 2–4 37.14%
3 More than 4 hours 7.15%
TOTAL 100%
Source: Primary Data, 2022
The above table shows that 55.71% of the respondents are using OTT
platform 0 – 2 hours per day & 37.14% of the respondents are using OTT platform 2 –
4 hours per day & 7.15% of the respondents are using OTT platform More Than 4
Hours.
TABLE-3 REASONS TO PREFER OTT OVER THEATRES
S. No Reasons % of the Respondents
1 Content 30.00%
2 No Ads 34.29%
3 Convenience 35.71%
TOTAL 100%
4
Table-3 indicates that a majority of 35.71% of the respondents prefer OTT over
Theatres for Convenience, 34.29% of the respondents felt No Ad's Content attracted
them to watch OTT service and 30% of the respondents felt Content attracted them to
watch OTT service
CHART-1 SHOWING THE REASONS TO PREFER OTT
TABLE-4 SHOWING DO PEOPLE FEEL THAT WATCHING MOVIE

ON OTT IS INCREASED DURING LOCKDOWN
OTT’s Growth During

S. No % of the Respondents
Lockdown
1 Yes 80%
2 No 20%
TOTAL 100%
Source: Primary Data, 2022
The above table shows that 80% of the respondents felt OTT's growth was
increased during lockdown & 20% of the respondents felt OTT's growth was not
increased during lockdown.
5
TABLE-5 RESPONDENTS' MEDIA PREFERENCE TO WATCH MOVIES
S. No Reasons % of the Respondents
1 OTT 22.86%
2 Theatres 44.29%
3 Both 32.85%
TOTAL 100%
The table above shows that 44.29% of the respondents prefer to watch movies in
Theatres when a movie is released in cinema theatres and OTT platform
simultaneously, 22.86% of the respondents prefer OTT platforms & 32.85% of the
respondents prefer to watch movies in both OTT and Theatres.
CHART-2 SHOWING MEDIA PREFERENCE WHEN A MOVIE

RELEASED IN CINEMA THEATRE AND ON OTT PLATFORM
SIMULTANEOUSLY
6
TABLE-6 SHOWING WATCHING CONTENT

ON OTT IS CHEAPER THAN THEATRES
S. No Particulars % of the Respondents
1 Cheaper 64.29%
2 Not Cheaper 35.71%
TOTAL 100%
Table-6 depicts that 64.29% of the respondents felt OTT is cheaper than Theatres
& 35.71% of the respondents felt OTT is not cheaper than Theatres.
CHART-3 SHOWING WATCHING CONTENT ON OTT IS CHEAPER

THAN THEATRES
7
TABLE-7(a) SHOWING RESPONDENTS SATISFACTION

LEVEL OF WATCHING MOVIES IN THEATRES
1 Highly Satisfied 48.57%
2 Satisfied 34.29%
3 Neutral 14.29%
4 Dissatisfied 2.85%
TOTAL 100%
The above table shows that 48.57% of the respondents are Highly Satisfied to
watch movie in theatres, 34.29% of the respondents are satisfied to watch movie
in theatres, 14.29% of the respondents are Neutral to watch movie in theatres and
only 2.85% of the respondents are dissatisfied to watch movie in theatres.
TABLE-7(b) SHOWING RESPONDENTS SATISFACTION LEVEL OF

WATCHING MOVIES IN OTT
1 Highly Satisfied 12.86%
2 Satisfied 50.00%
3 Neutral 31.43%
4 Dissatisfied 5.71%
TOTAL 100%

8
The above table shows that 12.86% of the respondents are Highly Satisfied in
watching movie in OTT platform, 50% of the respondents are satisfied in
watching movie in OTT platform, 31.43% of the respondents are Neutral to watch
movie in OTT platform and the balance 5.71% of the respondents are dissatisfied
in watching movie in OTT platform.
CHART-4 SHOWING THE RESPONDENTS' SATISFACTION LEVEL

OF WATCHING MOVIE IN THEATERS AND OTT
FINDINGS AND SUGGESTIONS

· From the findings it is known that majority of the respondents do not have any
issue with the usage of OTT platforms. Therefore, the only way for the theatres to
attract large audience would be to innovate and become creative in the pricing,
marketing and technical strategies. The findings further suggests that if the theatres
are successful in bringing up the required changes then both the OTT platforms and
the theatres will co-exist together in the country.
· Also, the idea of subscribing to movie theatres on monthly or yearly basis
shall be implemented and provided in an affordable rate.
9
· Though OTT platforms replicate the audio and video quality as like theatres,
the ambience and the IMAX 3D or 4DX experience may still be a winning point for
theatres for the foreseeable future. This is a big pact for the theatres to fight against
OTT platforms and shall make a good impact to bring back people in choosing
theatres as their preferred medium of watching movies.
CONCLUSION
The major shift in consumer behavior from theatre to OTT platforms has been
proven considerably based on the findings of this comparative study. In order to
predict the future trend of the Indian movie and entertainment industry, the OTT
platforms occupy the prime position in dictating terms and drive the entertainment
industry forward as the most popular and preferred medium of the people. Though
there is no threat for theatres to go non-existent, with the current consumer trend, it
will be tougher for the Cinema theatres to tackle the challenges posed by OTT
platforms.
REFERENCES
1. Chatterjee, D., & Pal, S. (2020). Globalization propelled technology often
ends up in its micro-localization: Cinema viewing in the time of OTT. Global
Media Journal-Indian Edition, 12(1).
2. Dr. Shailendra Raj Mehta, PreetiShrof, Dr. DarshanAshwinTrivedi,Prof.
Santosh K Patra,Dr. Bhaskar Das,. (2019). Indian Ott Platforms Report 2019.
Centre for Media & Entertainment Studies -, 15-31. ManishaPandit,
KajalParmar. (2021, March). The Evolution of Mediated Youth Culture:
OTT as “New Television” in India. 25(2- 3), 1-22.
3. Krishna Mohan, Pallavi Datta, Parvathy Viswanath & Roseliya Thomas
(2021). Analyzing the Influence of OTT Platforms over Movie Theatres in
the Light of Post Pandemic Scenario. JAC: A Journal Of Composition
Theory, 14(7), 169-181.
4. Ning, Y., & Chen, K. (2019). Competitions between OTT TV platforms and
traditional television in Taiwan: A Niche analysis. Telecommunications
Policy, 43.
5. Saha, S., & Prasad, V. S. (2021). CONSUMPTION PATTERN OF OTT
PLATFORMS IN INDIA. International Journal of Modern Agriculture,
10(2), 641-655.
10
6. Sundaravel, E., &Elangovan, N. (2020). Emergence and future of Over-the-

top (OTT) video services in India: an analytical research. International
Journal of Business, Management and Social Research, 8(1), 489-499.
7. Tripathi, N. M. (2020). OTT V THEATRE: ANTICIPATING TRENDS
POST PANDEMIC. PalArch's Journal of Archaeology of Egypt /
E g y p t o l o g y, 1 7 ( 1 2 ) , 1 2 8 9 - 1 2 9 8 . R e t r i e v e d f r o m
https://archives.palarch.nl/index.php/jae/article/view/6804.
8. Varghese, M., &Chinnaih, S. (2021). I S O T T I N D U S T RY A
DISRUPTION TO MOVIE THEATRE INDUSTRY? Academy of
Marketing Studies Journal, 25(2).
9. https://brandequity.economictimes.indiatimes.com/news/media/how-ott-market-
will-be-a-game-changer-for-the-film-industry/75658326
11

TOWARDS SELECTED CONSUMER DURABLE GOODS
Dr. Varadaraja D
Assistant Professor
Department of Commerce and Management
SRS First Grade College, Chitradurga
Abstract:
In India, rural market has gained importance in India, as its in general development
of the economy has brought about considerable expansion in the buying intensity of
the rural networks. Descriptive research is adopted for the study and simple random
sampling carried out for the study. The major objective of the study is to study the
rural consumer awareness, availability, affordability and accessibility of durable
goods in rural market. The outcome of the study is Rural consumers are ready to
invest their money in the durable goods due to the impulse of changing lifestyle of the
society. Availability of additional income induces to purchase luxurious goods. Rural
consumers are able to realise the need of the product, good awareness about the
product and getting information from various sources about the products.
Keywords: Awareness, Availability, Affordability, Accessibility, Brand awareness,
Brand Loyalty.
Introduction
Indian economy has a history of overarching economic policies right from the
independence to the dramatic economic reforms of 1991. During the five year plans
initiated in the 1950's the economic reforms of India somewhat followed the
democratic socialist principle with more emphasis on the growth of the public and
rural sector, central planning, business regulation and intervention of the state in the
finance and labour market.
Rural Market in India
An enormous extent of India's population lives in village. In ongoing years, rural
market has gained importance in India, as its in general development of the economy
has brought about considerable expansion in the buying intensity of the rural
networks. Because of the green revolution, the rural areas are consuming a huge
amount of consumer goods. Furthermore, rural marketing is getting significance as a
result of the immersion of the urban markets. Therefore, the marketers are searching
12
for broadening their goods classifications to the rural market. Because of increasing
literacy level and media expansion, individuals are getting aware of their ways of life
and about their privileges to carry on with a superior life. Rural India with its
traditional perception has developed throughout the long term, regarding income, yet
in addition as far as thinking. For a long while now, the lure of rural India has been the
subject of animated discussion in corporate suites.
742 million Indians constituting 138 million households reside in 6,38,365 villages
(Census, 2011). The size of rural market itself speaks of its potential. The current
marketing environment and economic scenario have brought the corporate under
contemporary roofs of modern India, which is challenging the current standards of
segmenting, targeting and reaching the customers. The rural middle class is growing
at 12 per cent, close to the urban middle class which is growing at 13 percent.
The rural revolution is driven by rising purchasing power, changing consumption

patterns, increased access to information and communication technology, improving
infrastructure and increased government initiatives to boost the rural economy.
The size of rural market itself speaks of its undue potential. The current marketing
environment and economic scenario have brought the corporate under contemporary
roofs of modern India, which is challenging the current standards of segmenting,
targeting and reaching the customers. In the present digital world, everything
including tradition, culture, habits of the people, technology etc, are on their way of
globalization. This fast pace of globalization is minimizing the distance among
customers and now with the help of advanced technology, it has become possible for
advertisers to reach all segments of a market. Along with advanced technology, in
rural areas the marketers further need to address other factors as well to effectively
influence customers mind with aggressive promotion strategies.
Rural Consumers in India
A diverse and varied profile of customers in India is a striking feature of Indian
market. Each of these diverse sections of rural India is embedded in its customs and
traditions, which in turn have a deep impact on the psyche of the people. Every aspect
of their lives from birth, to education, to marriage, to livelihood is influenced by the
deeply imbedded traditions. Rural marketers have been able to understand and often
utilize these diversities and traditions. Even the level of infrastructure provided in
different regions varies a lot. The demand for products
depends upon the varied lifestyle and livelihood of the people. Therefore any
13
marketer who wants to establish it in India cannot follow a uniform marketing.

Strategy throughout India. Indian rural customers are largely affected by illiteracy
and poverty. Illiteracy leads to an inability to identify brand differences and read the
basic text on packages. Poverty and dependence on vagaries of monsoon result into a
low and unpredictable purchasing power.
Consumer durables involve any type of product purchased by consumers that is

manufactured for long-term use. As opposed to many goods that are intended for
consumption in short term, consumer durables are intended to endure regular usage
for several years or longer before their replacement is required. Just about each and
every household contains at least a few items that may be actually considered to be of
consumer durable nature. Some examples of durables are appliances, home and
office furnishings, lawn and garden equipment, consumer electronics, toy makers,
small tool manufacturers, sporting goods, photographic equipment, and jewelry. A
durable good or a hard good is a good which does not quickly wear out, or more
specifically, it yields services or utility over time rather than being completely used
up when used once. Most goods are therefore durable goods to a certain degree as
perfectly durable goods never wear out. As an example, a rubber band is not very
durable as durable goods are typically characterized by long inter purchase times-the
time between two successive purchases. Consumer durable goods are broadly
classified into three categories namely white goods, brown goods and consumer
electronics.
14
Literature Review
V Kaleeswari (2017) in their studies made an attempt to study rural consumer
buying behaviour and brand consciousness regarding durable goods in Nammakkal
by thoroughly studying the relationship existing between price, brand and other such
related sources of information that which is necessary for making decision.
Researcher highlighted that rural consumers are more brand consciousness as well as
price and discount offers. Marketer needs to understand the rural consumer and
modify marketing strategies according to them and aspiration of the target market
leads to great advantage over his competitors and occupies a place in rural consumer
mind.
Anjum Ara M.K Ahmed (2017) through their research studies on consumer
behaviour of rural areas reported with specific reference to hair oil. The main
objective of the study conducted was to ascertain the major factors affecting the
purchase decision for using the hair oil. Researchers also reveal that fragrance attains
highest rank followed by attractive packaging, quantity of the packs and also price.
Majority of the respondents opined that affordability of product receives more
importance during the purchasing hair oil as compared to brand loyalty or availability
of the product.
VenkataJanardhan Rao and Srivalli (2017) had made an attempt through their
research titled as purchasing behavior of rural consumer in villages of Telangana.
Study results shows that there is significant relation between two villages to ascertain
the purchase behaviour of consumers in terms of pricing, quality and word of mouth
advertising.
Vasantha Reena et al (2018) in their research entitled as Urban and Rural consumer
behaviour towards fast moving consumer goods in historical city of Mysore in
Karnataka state. Researcher also arrives to conclusion by signifying that
advertisement plays a vital role in influencing the buying behaviour specifically for
the goods with better quality that leads to make life easier for both the rural and urban
consumer. Also creating brand name will eliminate the imitating products in rural
area.
L. Sampath and K. Rajender (2018) reported in their research on rural urban
consumer purchase behavior towards DTH. Researcher concludes that there is no
significant difference in behavior of rural and urban consumer regarding the
preference of purchasing set-top box. Study also shows that some of the factors like
quality of channel, service and uninterrupted telecast are actually considered by the
consumers significantly. Results of the study are based significantly on theoccasion
15
of purchase of set-top box by rural consumer which is 16.4% followed by urban

respondents which contributes to 12.4%. Hence, it can be ascertained that rural
consumer purchasing goods during festival season is very high very compared
during off seasons. Besides marketer should also focus on different strategies for
rural consumer and also need to offer sales promotion schemes for rural consumer.
Magorzata Bartosik Purgat (2018) aimed in their research that social networking
site as a channel for delivering information about durable goods which have a huge
impact on purchase decision. Researchers also found that information obtained from
social networking site influence young consumers especially right from its first
moment of truth to zero moments of truth. Information regarding durable goods
obtained through social networking sites will certainly generate impact on purchase
decision.
Elias Thahiso Mashao and Nita Sukdeo (2018) explored in their research study
major factors influencing consumer purchasing behavior of durable products.
Factors analysed for the study were product quality, product features, cost of the
product, brand reputation, advertisement and previous experience was also
considered for the study. Researchers found that 32% of the respondents gave
priority to quality before buying durable goods. Consumers have also given first
priority on enhanced features for television, Price on Refrigerator and quality on
stove during purchasing of durable goods.
Parbadiya (2019) in the study deal with reason for purchasing the durable goods by
rural consumer thus considering the mode of payment made by them. Researcher
also found that majority of the respondents are using refrigerator for preserving their
food and they felt that off late refrigerator is becoming a major necessity in this busy
schedule of day to day life. Rural consumers are very much pricing sensitive also
when compared with rural consumers. So marketers do set financial assistance to
rural consumer to buy refrigerator. This will in later stages leads to expansion of rural
market and reach the rural consumer by supporting financially.
C Kanimozhi et al., (2019) observed in their research studies on the rural consumer
behavior towards selected fast moving consumer goods. There are various
consideration constituted for the study purpose which includes advertisements,
availability of the product, offer, discounts taken for the study. The study is restricted
to sample size of 100 respondents situated in rural area. For the purpose of the study
percentage analysis and chi square test used to test the hypothesis. The study was
undertaken mainly based on descriptive research. There is a significant relationship
between the level of awareness and FMCG product. a few respondents had been
16
utilizing just explicit marked products and overlooked move to different brands.
Rural consumer is changing his utilization propensities to go for whatever he might
prefer to evolving condition.
N Md. Faiyaz Ahmed and A Khaleeur Rahman (2020) aimed in their research
study to analyse the significant factors that which influence purchase decision
towards buying of durable goods in Kodiyur village Researcher also found out that
rural consumer prefers high valued durable goods and it was also ascertained that
consumer collects more information during purchasing any kind of durable goods in
rural area. Quality gains more attention to purchase durable goods and quality also
positively impacts on purchasing decision.
Rupalitalukdar (2020) highlighted in their research consumer behavior towards
selected durable goods. descriptive research has carried out for research. The
financial elements impacting on the normal consumption made by the family units
are monthly income of the family, area of the family and control of the head of the
family. In this manner, rising wages of the individuals, both in the rural and urban
territories, have a significant direction of the customer sturdy products in Assam. The
investigation infers that both business factors just as non commercial elements
assume a significant part in directing buyer conduct.
Linganna (2020) aimed in their research studies consumer behavior towards durable
goods. The study is measured consumer behavior by considering the independent
variable monetary benefits, quality, after sales service, brand and technology.
Researcher reveals that Samsung is all the more remarkable brands in Home
appliances. Purchasers who are brand cognizant, they are by and large don't switch
over the brand for the any kind of budgetary or the limited time conspire. Promotion
assumes a significant function for choosing home appliances. TV emerges as a
significant method of media for notice. On account of organizations broad and
convincing commercial missions and all customers incline toward branded goods for
their successive use, this might be sign of expanding education and improving
correspondence advancements.

Objectives of the Study
1. To study the brand loyalty of durable goods among rural consumers.
2. To study the rural consumer awareness, availability, affordability and
accessibility of durable goods in rural market.
17
Hypothesis of the Study

H1: There is no significant difference of opinion among respondents using different
brands of durables regarding their brand loyalty.
H2: There is no significant influence of various factors like accessibility, availability,
affordability, awareness, brand awareness, brand loyalty on buying behaviour of
rural consumer.
Methods of Data Collection

Type of Research: Descriptive research
Sampling technique: The sampling technique adopted for this study is simple
random sampling technique.
Primary data: Primary data refers to those data which were collected first hand by
the investigator. In this research work, field survey method was used to collect the
primary data through a well designed questionnaire.
Secondary data: The secondary data provided the researcher with the information
regarding the active ities, scope and opinion of other researchers and experts in the
initial stages. It provided useful and necessary information supplementing the
qualitative aspects of research findings. For this purpose, the secondary data was
collected from all associated sources that include:
v Books on Research Methodology, Rural Marketing, Agriculture and Rural
Marketing management, Brand Management Consumer Behavior.
v Research journals, magazines, periodicals published on the area of study.
v Internet web sources.
Statistical Tools Used

Descriptive Analysis/ Percentage Analysis:
Multiple Regression: It is used to find the relationship between the accessibility,

brand loyalty, affordability, brand awareness, availability of products in rural area
and buying behaviour in study area.
18
Particulars Frequency Percentage

Male 216 56.3
Gender
Female 168 43.8
Less than 25 141 36.7
26 to 35 68 17.7
Age 36 to 45 54 14.1
46 to 55 62 16.1
More than 55 59 15.4
No Schooling 48 12.5
School level 83 21.6
PUC/Diploma 38 9.9
Qualification
Graduate 158 41.1
Post Graduate 33 8.6
Professional 24 6.3
Married 249 64.8
Marital status
Unmarried 135 35.2
Student 94 24.5
Agriculture 81 21.1
Self 36 9.4
employed
Occupation Housewife 78 20.3
Govt. 72 18.8
employee
Private 23 6.0
employee
Less than 83 21.6
50000
50.000 to 111 28.9
1,50000
Annual income
1,50,001 to 104 27.1
2,50000
More than 86 22.4
2,50000
Joint Family 87 22.7
Type of the
Nuclear 297 77.3
family
Family
Upto 2 107 27.9
Members
Size of the 3 to 5 156 40.6
family Members
More than 6 121 31.5
members
19
Gender: From the above table out of 384 respondents, 216 (56.3%) are males while
remaining 43.8% are females.
Age: It is evaluated from the table majority of the respondents are aged below 25
years. Of all respondents, 36.7% are younger than 25 years, 17.7% are aged between
26-35 years, 16.1% are aged between 46-55 years, 15.4% are older than 55 years and
14.1% are aged between 35-46 years.
Educational Qualification: Majority of respondents involved in the study are
graduates. Of all the respondents, 41.1% are graduates, 21.6% of respondents have
had school level education, 12.5% respondents have had no schooling at all, 9.9%
respondents have completed PUC/Diploma, 8.6% of the respondents are post
graduates and remaining6.3% have had professional education.
Marital Status: Majority of respondents considered for the study are married. Of all
the respondents, 64.8% constitutes 249 respondents were married and are while
remaining 35.2% constitutes 135 respondents were not.
Occupation: Of all the respondents, 24.5% constitutes 94 respondents were
students, 21.1% were constitutes 81 respondents were farmers, 20.3% constitutes
78respondents were housewives, 18.8% constitutes 72 respondents were
government employees, 9.4% constitutes 36 respondents were self-employed and
6% constitutes23 respondents were privately employed.
Annual Income: Majority of respondents considered in the study have an annual
income ranging from Rs 50,000 to Rs. 1,50,000. Of all the respondents, 28.9%
respondents have income between Rs. 50,000-1,50,000, 27.1% respondents have
income between1,50,000-2,50,000, 22.1% respondents have income greater than Rs.
2,50,000 and21.6% respondents have income below Rs. 50,000.
Type of the family: It can also be observed that, majority of respondents in the study
come from nuclear families. Of all the respondents, 77.3% respondents are from
nuclear families while 22.7% are from joint families.
Member of Family: Also, 31.5% constitute 121 respondents have more than 6
family members, 40.6% constitutes 156 respondents have 3-5 members and 27.9%
constitutes 107 respondents have up to 2 members in their family.
20
From the above table, it can be interpreted that Brand loyalty, Brand awareness,
availability of products will cover to the extent of 64.6% while buying the durables in
rural area. There is significant relationship between the accessibility, brand loyalty,
affordability, brand awareness, availability of products in rural area and buying
behaviour in study area.
21
Coefficient table
Coefficients
Un-standardised Standardised
Coefficients Coefficients
Model t Sig.
B Std. Beta
Error
(Constant) .509 .727 .701 .484
Brand .049 .029 .063 1.677 .094
Awareness
Brand -.028 .022 -.039 -1.257 .210
1 Loyalty
Availability .575 .030 .627 19.274 .000
Affordability .228 .029 .245 7.728 .000
Accessibility .234 .030 .248 7.712 .000
Awareness -.112 .027 -.156 -4.086 .000
a. Dependent variable: Buying behaviour
From the above table it can be interpreted that availability of the products in the rural
market plays a vital role in deciding the durables in rural area. As Beta value shows
that 0.575 which higher which depicts that the consumer prefers availability of the
products while buying the durables over others parameters like accessibility, Brand
awareness, brand loyalty and affordability.
Findings
Gender: Out of the 384 respondents 216 (56.3%) are males.
Age: Study shows that 36.7% are comes under the age younger than 25.
Qualification: Researcher found that 41.1% graduated were involved in the study.
Marital status: From the study 64.8% were fall in the married category.
Occupation: Most of the respondents were students (24.5%) in my study.
Annual Income: I have been found that highest percentage (28.9%) of annual
income falls between 50,000 to 1, 00,000.
Type of family: Researcher observed that 77.3% respondents come from nuclear
families.
22
Size of the family: From the study 40.6% have 3 to 5 members in family.
Suggestions
v Low income groups saving pattern to empower them to purchase certain
costly durable goods like Television, Refrigerator and Washing machine. It
helps them to attain equivalent status with high income groups and middle
income groups in rural areas. And they should also avail credit facilities.
v They should develop the propensity for checking the goods and guaranteeing
the right flexibly with no imperfection in regard of the entirety of the parts of
the goods.
v They must give preference to well known Indian brands than foreign brand
since the foreign products have been found to be inconvenient taking into
account the issues of post purchase servicing faced by them.
v Rural consumers are more conscious towards price of the goods. Company
should cautious about set the price for durable goods. Credit facilities offers
to the buyers through retail outlet with low interest to receive attention of
lower income group people.
v During the purchase of durable goods consumers must gather information
from different source and educate towards a product before buying durable
goods.
Conclusion
On assessing various aspects of rural consumer behaviour, Rural consumers are
ready to invest their money in the durable goods due to the impulse of changing
lifestyle of the society. Availability of additional income induces to purchase
luxurious goods. Rural consumers are able to realise the need of the product, good
awareness about the product and getting information from various sources about the
products. They are particular about purchasing from retail outlets where they can
purchase durable products. Availability of durable goods in rural market is more
influential factors to get the goods from nearby place. Increasing the awareness and
upgrade themselves with changing society. Through experience they study various
characteristics of the product and judge the quality of product. They are able to
collect more information about the durable products through Internet. The rural
23
consumer behaviour prefers the product making decision about purchasing and
expressing their level of satisfaction. The rural consumers can refer the brand and
stick on to the same brand if they are satisfied or they may shift their brands if they are
dissatisfied with the utility and comfort of the product as well as availability of the
product in the rural market.
References
1. Kaleeswari, V. (2017). A Study on Rural Consumer Buying Behaviour and
Brand Consciousness about Durable Goods in Namakkal District.
Intercontinental Journal of Marketing Research Review, 5(6), 9–15.
2. Rupali (2020). Changing Demand for Consumer Durables ( With Special
Reference to Rural Consumer Behavior ). International Journal of
Application or Innovation in Engineering & Management, 5(6), 82–86.
3. Parbadiya, S. A. (2019). An Empirical Study on the Rural Consumer
Behaviour with Reference to Refrigerator. International Journal of Trend in
Scientific Research and Development, 3(2), 311–316.
4. Sampatth, L., & Rajender, K. (2018). Rural and Urban Consumer Purchase
Behaviour towards DTH- A Comparative Study. IOSR Journal of Business
and Management (IOSR-JBM), 20(8), 40–46. https://doi.org/10.9790/487X-
2008054046
5. Gopalswamy, T. P. (2013). Rural Marketing Environment, Problems
andStrategies. Noida: Vikas Publishing House PVT LTD.
6. Leon G Schiffman, J. W. (2016). Consumer Behaviour .Noida: Pearson India
Education Services Pvt. Ltd.
7. www.swayam.gov.in
8. www.indiastat.com
9. www.karnatakastat.com
10. ndl.iitkgp.ac.in
24
Mr. Sandep Jirgyal, Research Scholar, Rani Channamma University, Belagavi

Dr. Poornima Charantimath, Professor Emeritus, IEMS B-School, Hubballi.
Dr. Prasad Kulkarni, Professor, Presidency B-School, Bengaluru.
Dr. Praveen B. Patil, Associate Professor, IEMS B-School, Hubballi.
ABSTRACT
Purpose: This research paper intended to identify the factors influencing branding of
family business in India in the technology era. The changing payment system,
customer data management, and ecommerce influence on family businesses
branding were set as objectives of the study,
Methodology: Researchers conducted bibliometric analysis of scopus articles in the
domain of technology and family business, branding and family business, and also
technology influence on branding family businesses. Further, authors conducted co
occurrence and cluster analysis to know the emerging challenges and opportunities
in the family business. Brand value and brand rankings of 22 Indian family
businesses were analyzed to know the transformation firms had in the digital era.
Findings: Indian family businesses are improving their brand valuation in IT,
Automobile, retail, banking and FMCG sector. It was also observed that there is a
significant improvement in the brand valuation. However, a few traditional family
businesses groups did not figure in the prominent brands.
Conclusions: Indian top family business houses are rapidly adopting new strategies
in branding their firms. However, the family businesses are extending their
businesses to limited areas and a few prominent family business houses did not cut
into the global brand category.
Originality: This paper is not a part of any publication nor in the process of
publication.
Limitations: The research paper examined the small and medium family owned
enterprise strategies from secondary data.
Keywords: family business, brand identity, brand associations, brand valuation,
and brand momentum
25
INTRODUCTION
According to Taiguri and Davis (1996), who offered a more thorough interpretation,
family firms are defined as "organisations where two or more extended family
members influence the direction of the business through the exercise of kinship ties,
management roles, or ownership rights." Handler's (1989) defined a family firm as
one that was managed (and owned) by a single or multiple family members.
Need for adopting technology in family business
Family and social support are factors that contribute to the sustainability of family
businesses (Hammond, 2003). An organization's resilience is increased through
taking part in community activities (Sommers, 2009) and belonging to a social
community (Jang, 2005). Family functional and structural integrity, as well as the
family's established pattern of reacting to shocks, are three processes that contribute
to the family firm's resilience, according to Smilkstein et al. (1982).
Five elements make up family functional integrity: adaptation, partnership, growth,
affection, and resolution. According to Lavee, McCubbin, and Olson (1987),
McCubbin and McCubbin (1988), and Patterson (2002), "family resiliency" refers to
a family system's capacity and attributes to successfully manage significant
hardship.
Resilience is the ability to deal with stressful conditions and emerge stronger as a
result (Walsh, 2003).
The business environment, capitalization, family health, succession concerns, and
family dynamics mediation all have a role in the family's success. Resilience as a
personal trait is strongly correlated with social competence, problem-solving
abilities, autonomy, optimism, and social support (e.g., Cicchetti & Garmezy, 1993).
When a business can adopt these characteristics, it can succeed (Walsh 1994, 2003).
According to Hobfoll's Conservation of Resources (COR) hypothesis (2001), stress
occurs when resources are threatened, lost, or thought to be unstable, or when people
and organisations are unable to find a way to foster and safeguard their resources
through individual or cooperative efforts.
The family business' capacity for resilience serves as a reserve of potential resources
that allows them to handle disaster events through individual or group efforts for
problem solving and resuming their growth route (Danes et al., 2008).
Family sustainability and resiliency are indicated by the ability to cope with common
26
but challenging circumstances (Miller et al., 2000).

The size of the family and the firm, the number of roles each member fills within the
family and the firm, the managers' ages and educational backgrounds, the family's
income, whether the firm was operated from home, and whether the family was
entrepreneurial are all factors that affect the firm's ability to adapt. The process of role
assignment, family bonds, shared beliefs, conventions, and rituals are all examples of
family roles and duties. (Haberman and Danes, 2007; Danes and Olson, 2003).
Branding and family business
Brand association
Stakeholders may have negative opinions of the family firm status, such as
accusations of nepotism or a lack of professionalism. 2019 (Astrachan et al.).
Brand identity
In fact, Facebooks might be considered a standalone brand. The identity-oriented
strategy demands that the internal and external perspectives of brands be consistent
in order to speak of a strong brand (Krappe et al 2011).
By emphasising the needs of the client, creating a family-based brand identity
indirectly improves business performance (growth and profitability). On the other
hand, attempts to use a product-centric approach to leverage family-based brand
identity have no effect on business performance ( Crag et.al, 2008).
Technology influence on branding of family business
Most family-run firms don't see the need for complex websites or enterprise
software. But as a firm expands, adding clients and staff as well as new goods or
services, it makes sense to make technology investments to keep up with the
expansion. Does that imply that family-owned businesses must spend money on
supply chain or ERP systems? Most likely not. not straight away, at least. But any
small family-owned, brick-and-mortar, or e-commerce business may scale
significantly more easily with the help of these four cloud-managed, IT, and
automation products, all of which are aimed at small and medium businesses. Digital
marketing, cloud-managed productivity applications, e-commerce, and social
networking websites (Pointstar, 2017).
Models and methods are provided by knowledge management to support the
significance of tacit knowledge management in the professionalization and
succession processes. When uncertainty seems to last forever, knowledge
27
management becomes essential. (Zappa, 2022).

Growth of a firm depends on a variety of factors, some of which are out of the family's
control. The dynamic ecology in which SMEs operate is one of these components.
The normal family business is affected in a significant way by this, and whether it
will expand and prosper depends greatly on the company's capacity to adjust to
changes in technology, innovation, and market demand.
One of the biggest issues facing many family businesses today is the digitalization or
"digital transformation" of our economy. As technology advances, this transition
must occur quickly and nimbly for the business to remain competitive, or at least on
an even playing field.
The transition to digitalization creates greater challenges for family businesses than
for businesses that do not employ family members, but it must be undertaken
eventually.
Every family-run firm has a number of traditions and ideals that are static, never
actually change, and remain constant. A clear sense of values and purpose is typically
advantageous, but it can also bring challenges because it can be challenging to strike
the correct balance between upholding these constants and pursuing speedy market
adaptation.
Family enterprises must be receptive to a transformative culture that includes the

capacity to embrace change and take action to address it. The disruptive effects of
new technology are changing both business and the world as we know it. One of the
key reasons why well-planned succession in family businesses is essential to the
longevity of the family business is because the next generation can frequently assist
the family firm in adapting more quickly. It is essential to have a well-organized plan
in place for transferring administration of the family business to the next generation.
(fmailybusinessmt 2022).
Parker & Castleman (2009), in their study, examined how small companies respond
to quick changes in their industry. They observe that in these circumstances, some
family firms use crisis management tactics, while others try rapid integration without
a plan, and yet others decide to ignore these strategies completely utilising disruptive
technology (Parker & Castleman, 2009).
28
Co -Occurrence analysis of family business and India

Figure 1: Co-occurrence analysis of family business and India keywords
(Source: Primary Data)

Researchers availed the services of scopus database to create the CSV file pertaining
to Family business and India. After the file creation, the co-occurrence analysis of all
keywords was conducted. The analysis divided the keywords into five clusters. First
cluster highlighted globalization and internationalization of family business. Second
cluster developed on gender and performance in the family business. Further, the
third cluster depicted strategy and entrepreneurship keywords. Fourth cluster impact
of uncertainties in the family business mentioned and finally, fifth cluster assessed on
taxation and government frameworks.
Research gap identified: Branding and technology related studies on family
businesses not conducted.
Family Business and branding
Figure 2: Co-occurrence analysis of family business and branding in global
scenario.
29
(Source: Primary data)

The initial studies on family business and India for technology and branding drawn
blank from scopus databases. Thus, researchers conducted branding strategies of
family businesses globally. The co-occurrence analysis of family business revealed
different clusters. The first cluster highlighted the family business brand equity. In
the second cluster company strategy for sustainable branding noted. Further, the third
cluster funneled down to corporate branding and reputation. The fourth cluster was
created based on branding strategies for diversification and entrepreneurship. In
addition to this, the fifth cluster worked on brand performance and brand heritage.
Research gap: The country co-occurrence for family business and branding has
not occurred for India. Hence researchers identified the gap of conducting brand
identity and value studies on Indian family businesses.
Keyword Density Analysis

Researchers' qualitative study on co-occurrence analysis yielded less results for
branding and family businesses. Thus, researchers conducted keyword density
analysis .
30
Table 1: Keyword density analysis of family business and branding
1. Family Business, India 6 0.35%
2. Corporate Social Responsibility 4 0.23%
3. Family Owned Business 4 0.23%
4. Human Resource Management 3 0.17%
5. Family firms; firm 3 0.17%
6. Small Business Growth 3 0.17%
7. Work-Family Enrichment 3 0.17%
8. Work –life Balance 3 0.17%
9. Entrepreneurship, Family firms 3 0.17%
10. Family firms, India 3 0.17%
(Source: Primary data)

Researchers combined three words to get meaningful density. The analysis proved
that keywords summarized family business, corporate social responsibility and work
life balance. Thus, confirming the hypothesis creation on lack of branding studies in
the family business ecosystem.
DISCUSSION
Research gaps on branding strategies with reference to family businesses encouraged
researchers to know the brand performance. The brand value and brand momentum
variables are considered as metrics for assessing brands performance. To conduct the
analysis researchers shortlisted 22 business houses in India who are running
businesses at least for 50 years and have minimum 100 crore turnover.
31
Table 2: Prominent family businesses in India

Sl. No Family Business Name Inception Year Name of the founder
1 Tata 1868 Jamshetji Tata

2 Birla 1850 Ghanshyamdas Birla
3 Murugappa 1900 Dewan Bahadur
4 Dabur 1884 Dr. Berman
5 Wadia 1736 Sir Horvii Nusserwanieee Wadia
6 Godrej 1897 Avdeshir Godrei and Piroisha Godrei
7 Modi 1933 Raj Bahadur Gujramal Modi
8 Mahindra 1945 J.C.mahindra and K.C.Mahindra
9 Hero Cycle 1944 Shri Brijmohanlal Munja l
10 Kirloskar 1888 Laxmanrao Kirloskar.
11 Raymond 1925 Vijaypat Singhania
12 Wipro 1945 Moharnrnad Premjee.
13 Finolex Cables 1958 P.P.Chabriya & K.P.Chabriya
14 Cyrum 1960 Cyrus Poonawala

15 Thermax 1966 A.S.Bhathena
16 Jindal 1952 O.P.Jinda l
17 Kalyani 1960 Neelkan t Kalyani
18 Garware 1933 Dr.Bhalchandra Garware
19 Reliance 1932 DhirubhaiAmbani
20 Firodiya 1932 N.K.Firodia
21 Cipla 1937 Khwa ja Abdul Hamied
22 Baja j 1926 Jamnalal Bajaj
According to wikipedia brand valuation is the process of estimating the total

financial value of a brand. It is calculated on cost income and market approach. The
approaches influence the revenue and profits of the organization. Researchers used
Kantar model of brand valuation and brand momentum to know the Indian family
business brand performance.
Researchers selected Indian brands figured in the Kantar brand list for two years
2021 and 2022. Further, out of the 75 brands filtered, researchers selected 18 brands
32
managed by family businesses. Tata group brands TCS, Tanishq, Tata motors created
the brand value and momentum for the group. Mahindra group brands such as Kotak
Mahindra Tech Mahindra and Mahindra showed significant improvement. Further,
India's prominent business house Reliance group got its brands Jio, and Reliance
retail showed impressive growth.
Brand valuation in Brand value movement

Sl. Indian rupees ( Brand value in Indian compare to previous year
No Brand Millions) 2021 rupees(Millions) 2022 (in %)
1 TCS 1207420.5 3767152 212
Kotak
Mahindra
2 bank 597125.45 985257 65
3 Jio 564401.91 886111 57
4 Wipro 104456.12 571375 447
Reliance
5 retail 115787.72 329995 185
6 Tanishq 208868.55 517994 148
7 Britannia 271907.63 356199 31
8 Dabur 176047.62 258790 47
9 Bajaj Auto 207131.78 221631 7
Tech
10 Mahindra 54877.679 184389 236
Indusind
11 Bank 77112.017 179671 133
Hero
12 Motocorp 155322.32 173961 12
13 Tata Motors 103750.91 114126 10
14 Mahindra 69655.215 113538 63
Godrej
15 Properties 99537.273 109491 10
16 Parachute 52061.084 105684 103
17 Royal Enfield 59912.644 104248 74
18 TVS 89947.273 98942 10
33
Other companies such as WIPRO, Godrej, Dabur, TVS, Marico and Hindujas make
it to the best brands list of family businesses. Researchers analyzed the consistency
of brand valuation for two years (2021 and 2022) using two tailed t test at 95 %
confidence level.
t-Test: Paired Two Sample for Means

Brand value in Indian rupees Brand value movement compare to
(Millions) previous year (in %)
Mean 234184.6507 504364.1111
Variance 84387033150 7.34E+11
Observations 18 18
Pearson Correlation 0.947092585
Hypothesized Mean
Difference 100000
df 17
t Stat -2.665753519
P(T<=t) two-tail 0.016297845
t Critical two-tail 2.109815578
The t test result (t=0.016, N=18 p<0.05) exhibit that there is a significant
improvement in the brand value and brand valuation of family businesses in India.
CONCLUSION:
Indian family businesses are transforming in the technology era. Family businesses
are entering into the rising industry. Information technology, automobile, and retail
sectors are embraced by Indian family businesses. Banking and FMCG still have the
shine in the transforming era. However, the academic research is confined to gender
and geographic area based family business studies. There is a scope for technology
and brand interventions in the family business domain research. It is also observed
that a few business houses in the preliminary 22 companies did not figure in the top
brand list. Family business groups such as Muragappa, Jindal, Theramax, Kirloskar
etc need to make extra efforts in building the brand.
REFERENCES
1. 4 Ways Technology Benefit Family Business. (2017). Retrieved 15
December 2022, from https://www.pointstar.co.id/blog/4-ways-technology-
34
benefit-family-business/
2. Astrachan, C. B., Prügl, R., Hair Jr, J. F., & Babin, B. J. (2019). Marketing and
branding in family business: Assessing the landscape and charting a path
forward. Journal of Family Business Strategy, 10(1), 3-7.
3. Craig, J. B., Dibrell, C., & Davis, P. S. (2008). Leveraging family‐based
brand identity to enhance firm competitiveness and performance in family
businesses. Journal of Small Business Management, 46(3), 351-371.
4. Danes, S. M., Lee, J., Stafford, K. & Heck, R.K.Z. (2008). “The effects of
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digital-transformation/
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microenterprises: Strategies for coping with overlapping family and business
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DOI: 10.1007/s13132-021-00871-1P
35

Dr. N Ramanjaneyalu
Professor, KIMS, Karnatak University Dharwad.
Sunidhi Subhas Narendra
Research Scholar, Karnatak University Dharwad.
Abstract
This paper gives us the understanding about importance of financial inclusion and
financial literacy in today's emerging era. How it contributes towards Indian
financial system? while considering each and every individual of the country to make
optimum use of financial services. Financial inclusion means considering whole
population of the country, wherein each and every financial product and services are
reachable through ease channel. At the same time financial literacy plays vital role
with financial inclusion. But financial literate individual is excluded then it impacts
financial market of the country as well as the economy. Financial inclusion helps in
development of economy by making people to focus towards developing the saving
trends which helps in their personal financial growth. During pandemic financial
inclusion played important role in digital financial transactions helping people in
their day to day needs. This conceptual paper is based on reviewing the literatures
and aims at highlighting financial inclusion and financial literacy in making better
financial decisions, effective management of money, reaching financial goals and
ethical decision making while choosing for loans, insurance, and investments.
Keywords: Financial Inclusion, Financial Literacy, Financial decision, Financial

market, Investment, Pandemic.
Introduction
Financial inclusion focuses on considering the un-banked society of the country to

consider them into a formal financial framework wherein each and every individual
has a reach to avail all the financial options such as savings, investments, credits,
insurance, and payments. Financial inclusion not infers that individual who has been
36
included in this frame should imperatively use all the services and same as the service
provider has to bear all the risks and losses at the time of extending the services to the
society. The course of development and economic growth in the country notably
when it is on high development direction, should endeavour to incorporate
investment from all areas of society. The difficulty in accessibility of financial
products and services by the lower or weaker section of the society is identified as
hazard in financial and economic growth of the country (Sachindra, G. R., (2013)).
Financial literacy can be interpreted as understanding or the knowledge of the
financial products or services available to make optimum utilisation and generate
profits which are associated with risk by making personal choice. It helps in taking
perfect decisions by making choice of financial products and services which are
effective and efficient in managing the money or personal finances (Ramakrishnan,
D, 2011). Financial literacy is a need for both developed and developing countries
where there is increase in saving trends of population as well as the products and
services offered in the market are complex in nature. It also helps in understanding
the awareness of financial risk of products, services, responsibilities and rights in
wide markets.
The globe faced pandemic Covid-19 in the year 2020 which had huge economic,
financial, development crises for each and every individual, during this period there
was huge effect on population's investment and spending pattern.
Literature Review
The study led an exploratory review on comprehension the determinants of financial
fulfilment. They have surveyed the different determinants of the monetary fulfilment
and fostered a system of monetary fulfilment. They tracked down various immediate,
backhanded and all out impacts in their review. They verified that education,
financial information, financial risk resilience, financial dissolvability, financial
practices and financial feelings of anxiety directly affected the financial
fulfilment.(Grable, J.E., & Joo, S, 2004)
According to Bansal and Garima thateach individual necessities to gain significant
financial information, foster positive monetary demeanour and display great
monetary conduct. All people at each phase of life require financial literacy to get a
strongfinancial future and lead a financial problem free life. Financial proficiency
will bring about great monetary prosperity which is the preeminent objective of each
person. In a nation, on the off chance that individuals are financial proficient, it would
bring about a solid financial framework and a sound economy. Both created and
agricultural nations are confronting financial education challenges. (Bansal, Garima,
37
2021)
Ronald P Volpe, Joseph E Kotel and Haiyang Chan statedthat venture education of
online financial backers and its relationship with various segment attributes like
education, income, and gender, age and those individual who are financially literates
participate in online trading. The sample size was 530 internet (online) based
financial backers. Descriptive and ANOVA (Examination of Variance) procedures
were utilized for the investigation of information. The overview was led web based
utilizing poll covering different speculation ideas. The results demonstrated that
information on respondents was deficient in regards to speculations as right reactions
were 49.6%. Further, discoveries recommended that male financial backers,
financial backers with advanced educations, people falling in the age gathering of 50
or more established and the people who exchanged online had more financial
information. The consequences of ANOVA (Investigation of Variance) uncovered
that there are critical contrasts found in the speculation proficiency with the
orientation, web based exchanging and training of financial backers. (Volpe, R. P.,
Kotel, J. E., & Chen, H., 2002)
The financial mentality decidedly and essentially influences financial proficiency.
Individuals who can apply proficiency will change perspectives and appraisals of
money with respect to recording pay and expenses and amplifying the financial plan
that has been made. Financial mentality emphatically influences the monetary
prosperity in the Sidakarya town local area. The better the government assistance of
the local area monetarily the better the examples and mentalities of the local area in
overseeing accounts will be. Financial conduct emphatically influences financial
education in the Sidakarya town local area. Individuals who can apply financial
education well can assist with peopling settle on choices that focus on prudency in
monetary navigation. Financial conduct decidedly influences financial prosperity in
the Sidakarya town local area. The presence of financial information will decide
monetary conduct to expand the time worth of cash so that people can gain monetary
thriving. Financial education likewise shows acceptable conduct in overseeing
accounts in the most ideal condition, including during the COVID-19 pandemic.
(Anik Yuesti, Ni Wayan Rustiarini, Ni Nyoman Ayu Suryandar, 2020)
The study monetary proficiency and training assumes an essential part in monetary
consideration, comprehensive development and practical thriving. Notwithstanding
it's proceeded with center on improving the education level of the larger part,
government should make progress for extending the money related capability and
financial preparation. It ought to be presented as a piece obviously educational plans
38
at High School level especially in country regions, so that essentially the up and
coming age of ranchers and others can emerge from the grip of shady cash loan
specialists. This study has been added to the current writing. It looks to remove data
about monetary consideration explicitly in Indian setting. It adds to a superior
agreement connecting with various perspectives and aspects of monetary
consideration, for example, moderateness and assignment of monetary items and
administrations at miniature level. The outcomes which were acquired from the
investigation of information and testing of Theories have added significant
information in the current collection of writing. (Tuli, Richa, 2019)
Impact of government support on portable wallets reception might shift in various
nations. Individuals in Malaysia find portable wallets more helpful during COVID-
19. Individuals find versatile wallets hazardous which forgoes them taking on
portable wallets. There is a distinction among Indonesia and Malaysia as far as
government backing and goal to utilize portable wallets. In Indonesia, individuals
track down hazard in portable wallets though in Malaysia individuals track down
trust and security in versatile wallets. (Aji, H. M., Berakon, I., & Husin, M. M, 2020)
The focal point of this study is to comprehend portable wallets and how the
customer's sees this new innovative help. The financial backers who need to grow
business can see portable wallets as an open door. Individuals track down portable
wallets as a financially savvy framework. Just 50% of the populace is happy with
versatile wallets. Not many individuals utilize portable wallets for charges
instalment. Individuals find portable wallets simple to utilize and helpful for their
work. Greatest individuals convey sums between 500-100 in their versatile wallets
for exchanges. There is an issue with web association. Be that as it may, most extreme
individuals track down fulfilment in versatile wallets. Just a single third of the
population under study incline toward PAYTM. Individuals track down helpless web
availability while utilizing versatile wallets. There is a requirement for general
portable wallets that can be viable with all cell phones.(K, Bhama K; S, Priya C,
2020)
The significant focal point of this study is to comprehend the young discernment and
issues with versatile wallets. Greatest individuals lean toward Google pay and after
that PAYTM for their exchanges. Individuals as often as possible involved versatile
wallets multiple times in seven days. Countless individuals have more than one
record on portable wallets. Individuals consent to comprehend portable wallets as a
need of their life and they have a real sense of safety while making exchanges through
versatile wallets. Versatile wallets are helpful, simple to utilize and fundamental for
39
normal exchanges. (Ibrahim, M., Kaur, H., & Munjal, G., 2020)
The reaction to COVID-19 is basically a large-scale social examination. The shock is
preparing individuals' conduct towards more on the web and advanced choices.
When the emergency settle, it is very reasonable that the propensities, cost reserve
funds and accommodation factors uncovered to enormous wraps of buyers through
this emergency will bring about long-lasting conduct changes. It is an ideal
opportunity to involve the computerized foundation currently set up to far more
prominent and possibly new impacts, and the most effective way to do this likely
could be for legislatures to gather (electronic) social events of monetary area and
fintech specialists to investigate how can be treated every country. Portable cash and
other instalment frameworks can be utilized to guide designated instalments to the
Individuals and private ventures most out of luck. These computerized instalment
foundations offer speed furthermore detectability. Trust and sureness should be
saved and upgraded. Quickly affected support instalments going to the people who
need those most work to accomplish the two closures. As isolation methods are being
carried out in many nations, a large number of individuals around the world is being
confined from leaving their homes in the thing is named "social separating". This is
changing individuals' propensities. This change can be estimated by taking a gander
at the huge spike in web based business movement, home conveyance
administrations. (Douglas W. Arne, Janos N. Barberis, Julia Walker, Ross P. Buckley,
Andrew M. Dahda & Dirk A. Zetzsche, 2020)
Research Methodology
This study is based on secondary data; the main data is from RBI. This study analyses
the role of financial inclusion and financial literacy in consideration with a digital
transactions in the pandemic situation.
Objectives:
1. To study the concept of financial inclusion and financial literacy.
2. To analyse the impact of digital transactions during pandemic.
3. To understand the new financial implications in digital era
4. To study the new digital payment platforms innovations and its
advantages.
40
Discussion
Financial inclusion and Financial Literacy: A journey of digital transaction in
India.
In recent years India has witnessed huge advancement in technology, development
and innovation of new digital payment platforms considering the safety and secured
payment structure. The Reserve Bank proceeded with its endeavours to support
productivity, financial inclusion, efficiency, customer protection. With the initiation
of financial innovation or fintech, financial consideration is improving widely across
the entire world. India additionally has numerous fintech organizations that are
continually running after improving on the most common way of offering financial
types of assistance to future clients. Fintech organizations have likewise been
effective in offering monetary administrations and items at negligible expenses. This
is extremely useful to clients as their costs are low and they can disseminate their
reserve funds to their different necessities moreover.
Monetary innovation organizations are empowering individuals in rural areas to
apply for credits or opening bank accounts by utilizing cell phones. A few rural
population in India have cell phones and some of them have good internet
accessibility subsequently, they can utilize fintech services and make a way for
transparent and easy transactions. The major aspect of digital financial inclusion is to
make India totally cashless economy, wherein the goods and services can be brought
by way of digital payments were the funds get transferred electronically with
different interface, has helped in reception of money less exchange where the
exchange are made of disconnected as well as on the web modes. Indian Government
has stressed on the digital payments and for the benefit of individual it has launched
several applications such as BHIM (Bharat Interface for Money), Aadhaar pay, these
E-wallets can be used to pay utility bills, grocery bills, Smartphone recharge, DTH
bills etc. They even provide discounts and offers when customers make use of these
applications.
This study relates to the digital transactions which have spiked in India during the
time of pandemic, were it has helped the individuals to have secure and easy method
of payment. Each and every individual of the population should be included in the
financial inclusion and RBI Reserve Bank of India has taken measures to improve
the financial literacy and has provided an action plan for creating awareness about
financial literacy among the individuals. Eventually financial inclusion plays an
important role in the country as it has been considered to be prioritized by four
monetary sector regulators – Reserve Bank of India (RBI), Securities Exchange
41
Board (SEBI), Insurance regulatory & development authority of India (IRDAI) and
Pension Fund Regulatory & Development Authority (PFRDA).
There is need for financial literacy in every phase of life for individuals to have a
strong financial future, as it will bring out the financial prosperity to the nation as well
by contributing to the financial framework which makes sound economy. Some of
the studies have stated that individuals who have access to the internet in their region
are making use of digital payment platform, males have been considered as highly
financial literates comparative to females. Individuals those who are financially
literates are making healthy financial decisions by investing in different financial
products and services.
Table 1: Payment System Indicators – Annual Turnover (April-March) in lakhs
Source: RBI https://rbi.org.in/scripts/AnnualReportPublications.aspx?Id=1322# TIX_1
(RBI, 2021)
BHIM Aadhaar
Items NEFT Card Payments UPI
Pay
Years
2018- 2019 23,189 61,769 53,915 68
2019- 2020 27,445 72,384 1,25,186 91
2020- 2021 30,928 57,841 2,23,307 161
4
2018-19
3
2019-20
2
2020-21
1
0
NEFT Card Payments UPI BHIM Aadhaar Pay
Source: RBI https://rbi.org.in/scripts/AnnualReportPublications.aspx?Id=1322#TIX_1

(RBI, 2021)
42
Graph 1: Payment System Indicators – Annual Turnover (April-March) in

lakhs
During pandemic situation most of the population has used the online platform for
payments, transferring the funds with the help of BHIM (Bharat Interface for
Money), Aadhaar pay, Paytym, Airtel wallet, Phone Pe, there was spike in usage of
digital payments in the Financial year 2020-2021 which contributed 2,23,307 lakhs
transactions on UPI, in Financial year 2019-2020 which contributed to 1,25,186
lakhs and in Financial year 2018-2019 which contributed to 53,915 lakhs, here we
can state that there is increase in the usage of UPI for transfer of funds. On the other
hand we can observe the decline in card payments (Debit card & Credit card) in
financial year 2020 – 2021 which contributed to 57,841 lakhs, in financial year 2019-
2020 which contributed to 72,384 lakhs and in financial year 2018 – 2019 which
contributed to 61,769 lakhs, so in comparison to digital transactions and card
transaction we can see the decline in card payments during the financial year 2020 –
2021. During pandemic as lockdown was imposed most of the transactions have
taken place on the online platform which has helped in reducing the spread of Covid-
19. Online payments helped in sizing down the physical transaction of cash and by
making sure that consumers can purchase the essential commodities from their
homes.
The worldwide web-based instalments industry sped up in 2020, bringing about
dealers and clients tolerating advanced instalments during COVID-19 flare-up,
upgrading the use of portable wallets and the quantity of records is expected to
increase with a CAGR of more than 10% between 2020 and 2025, and the global
value of spending on digital wallets is expected to nearly double by 2025. By 2025,
contactless and e-Commerce payments are expected to account for half of total wallet
spending. Furthermore, QR code payments were predicted to grow and be used by
nearly three out of every ten Smartphone owners worldwide by 2025, and this was
thought to be stronger due to the card's poor infrastructure in emerging markets.
Conclusion
Financial literacy and financial inclusion plays important role in every individual's
life, even if individual is financially literate but he is not included in economy then he
is being ignored by accessing the facilities which helps in personal development as
well as growth of economy. During the pandemic there was wide usage of digital
platform for financial transactions which has helped making the population for safe
and secure transactions. The financial inclusion of digital payments by introducing
new interfaces has helped in development of Indian Financial system and has
43
contributed more to the economy by making cashless as well as paper less

transactions.
Scope for further research
This study has considered digital transactions during the pandemic situation under
the financial inclusion and financial literacy. Apart from digital transactions further
the studies can be directed towards schemes introduced by central government by
considering the internal and external factors.
References
1. Aji, H. M., Berakon, I., & Husin, M. M. (2020, August 14). COVID-19 and e-wallet
usage intention: A multigroup analysis between Indonesia and Malaysia. Cogent Business
& Management.
2. Anik Yuesti, Ni Wayan Rustiarini, Ni Nyoman Ayu Suryandar. (2020). FINANCIAL
LITERACY IN THE COVID-19 PANDEMIC: PRESSURE CONDITIONS IN
INDONESIA. ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES, 8(1).
3. Bansal, Garima. (2021). Financial literacy and financial well being An empirical study.
4. Bhandari, N. (2018). Measurement of financial literacy.
5. Douglas W. Arne, Janos N. Barberis, Julia Walker, Ross P. Buckley, Andrew M. Dahda &
Dirk A. Zetzsche. (2020). Digital Finance & the COVID-19 Crisis. University of Hong
Kong Faculty of Law Research Paper, 2020/017.
6. Grable, J.E., & Joo, S. (2004). Environmental and biopsychosocial factors associated with
risk tolerance. Financial Counseling and Planning, 73–82.
7. Ibrahim, M., Kaur, H., & Munjal, G. (2020). YOUTH 'S PERCEPTION TOWARDS
MOBILE WALLETS:. ISSUES AND CHALLENGES. JOURNAL OF CRITICAL
REVIEWS, 7(16).
8. K, Bhama K; S, Priya C. (2020, FEBRUARY). A STUDY ON CONSUMER
PERCEPTION TOWARDS USAGE OF MOBILE WALLETS. International Journal
of Scientific Development and Research - IJSDR, 5(2), 2455-2631.
9. Ramakrishnan, D. (2011). Financial Literacy-The Demand Side of Financial Inclusion.
10. RBI. (2021). Payment and Settlement Systems and Information Technology. ANNUAL
REPORT PUBLICATIONS. Retrieved from
https://rbi.org.in/scripts/AnnualReportPublications.aspx?Id=1322#TIX_1
11. Sachindra, G. R. ((2013)). Need for Financial Inclusion and challenges ahead-an Indian
Perspective. IOSR Journal of Business and Management (IOSR-JBM, 9((5)), 33-36.
12. Tuli, Richa. (2019). Opportunities Access And Challenges of Financial Inclusion in India.
13. Volpe, R. P., Kotel, J. E., & Chen, H. (2002). A survey of investment literacy among
online investors. Journal of Financial Counseling and Planning, 13(1).
44

TOWARDS ORGANISED FOOD RETAILING
Prof. Shivanand Patil

Training & Placement Officer
Institute of Excellence in Management Science, Hubli
Abstract
In India, organised retail is still in its infancy. In the last ten years, organised
retailing has become one of India's burgeoning sectors. The Indian consumer is
currently spending more than ever, thanks to a larger income, credit cards, exposure
to western shopping customs, and a drive to raise his level of living. This paper
explore the factors persuade customer preference towards organized food retailing
in Indian scenario.
The conclusions drawn from secondary data show that organised retailing in India
will benefit both farmers and consumers by increasing the amount of money paid to
them for their goods. Along with that, when items migrate from farmers and
manufacturers to retail stores, there are several potential for entrepreneurial
endeavors.
Key words: Retailing, Customer preference, organized food retailing
Introduction
Agriculture has long played a significant role in Indian life. India currently comes in
second place globally for farm output. 16.6% of India's GDP was made up of the
agricultural industry and related industries like forestry and fisheries in 2009. With
India's overall economic growth, agriculture's economic contribution to GDP is
continuously shrinking. Nevertheless, agriculture is India's largest economic sector
by population and contributes significantly to the country's overall socioeconomic
structure. (Wikipedia).
The retail industry in India has seen numerous transformations, affecting everything
from automobiles to vegetables and fruits. When economic policies were changed in
the early 1990s, the actual transformation in retail was visible. Food retail was
anticipated to account for over Rs. 10700 billion in 2008-2009, or 61% of all retail
sales (NABARD).
45
Global Food Retailing

Earlier, before supermarkets, fast food restaurants, supercenters, and hypermarkets
existed, a variety of other food retailing forms successfully operated all over the
world. Chain stores became industry leaders in the sale of groceries throughout the
second half of the 19th century (Adelman, 1959).
G l o b a l f o o d r e t a i l s a l e s a r e a r o u n d $ 4 t r i l l i o n a n n u a l l y, w i t h
supermarkets/hypermarkets accounting for the largest share of sales by mostly US &
European Union firms. In contrast, small retail firms increasingly account for a
smaller share of total food sales as these multinational retailers expand their presence
in developing countries. More than 30% of worldwide supermarket sales are
accounted for by the top 15 global supermarket corporations. These merchants
outperform smaller local stores in terms of operational costs thanks to enhanced
technologies and economies of scale (USDA.2011).
Food Retailing in India
India recently becomes a part of the retail revolution that is quickly changing the
economies of other Asian nations. Many foreign retailers are hesitating to expand
into India while the food retail industry is still in its infancy. This was largely because
of the excellent food retailing system developed by Kirana stores, which continues to
satisfy all needs without the convenience of shopping offered by retail chains; it was
also because of the highly fragmented food supply chain, which is hidden with
numerous intermediaries (from farm processor-distributor-retailer), resulting in
significant value loss and high costs.
Across the nation, organised retailing is growing and becoming more noticeable. The
expansion of organised retail is soon going to reach small towns thanks to the advent
of extremely large corporate houses like Reliance Fresh, Vishal, the AV Birla group,
the Bharati-Walmart joint venture, and the currently operating Biz Bazaar, Spencer,
and Food Mart (Gupta A. K).
The food industry in India is mostly unorganised and is worth a paltry 400 billion
rupees, with other significant businesses contributing an additional 50%. The entire
food consumption in India is close to Rs. 9, 000 billion, with Rs. 3, 300 billion
consumed in metropolitan areas. This demonstrates that between 15-20% of all urban
food consumption and the combined earnings of major food businesses in India
account for barely 5% of total markets (Corporate Catalyst India).
LITERATURE REVIEW
Swati Vashishtha (2016), India is an evolving retail destination. Correspondingly
46
the behaviour of the consumer is making new strides as the consumer's metastasis in
behaviour brings newer challenges for the retail outlets. The customer has a store
choice to make even before he decides on which brand to buy. This study is an attempt
to identify, the various dimensions that would drive a consumer to select a store. The
study is confined to selected consumer durables as a product category. With focus on
the consumer's perception of store selection, 702 respondents were taken into
account to arrive at certain store attributes that might be of interest to the large
consumer durable industry and the retailers selling these products.
Robaka Shamsher (2016), explains that Consumer behavior has changed
dramatically in the last decade which is diversifying the consumers' need and choice
on their daily necessities. In today's dynamic and competitive business environment,
retailers must thoroughly understand and predict how the consumers behave in
purchasing various goods and services for their use. Therefore, to create a
competitive position in the marketplace retailers are strategizing themselves to
develop a distinct image in the shoppers' mind towards their store for having a strong
impact on their behavior. The retailing practice is going through a radical revolution
due to the introduction of new formats for which organized retail is gaining
tremendous importance in the recent times. Moreover, with the changing behavioral
phenomenon retailers need to concern regarding the lifestyle, preference and
demands of consumers which is playing a vital role in the ever changing purchasing
perception of consumers. Hence, it becomes important to understand the overall
customer perceptions regarding store image that eventually influence customer store
choice, purchase intention, store satisfaction and loyalty toward their preferred store.
Therefore this study has been conducted to analyze the theoretical framework of
store image and its overall impact on consumer behavior. This theoretical study, in
addition to its contribution to the marketing literature, has important implications for
the retail entrepreneurs, professionals and academicians in terms of adopting
strategic marketing decisions by expanding the retail portfolio towards a better
understanding regarding the importance of consumer store image perceptions for the
overall retail business scenario.
Dr. Satendra Thakur (June 2016), explains how consumer behavior has become
most vital factor for each and every business organizations. However study of
consumer behavior is important for both consumer and well as business
organizations. In this research paper we have describe the relationship between
organized food retail stores and consumer behavior, for this purpose we have identify
three major aspect of organized food retail stores such as Product, Price and Service.
47
Divaries Cosmas Jaravaza (2013), the study investigated the role of store location
in influencing customers' store choice. Two outlets that belong to the same
supermarket chain were studied. These outlets shared similar management and
marketing strategies. A descriptive survey of customers and management was done
through the use of questionnaires, interviews and observations as research
instruments. It was noted that outlets with better parking space attracted high income
earners, whilst proximity to other complimentary outlets increased pedestrian store
traffic. Out of ten factors that may influence store choice, seven factors were
considered by customers to be pertinent. Of the seven factors, four were store
location features, namely travelling time, location convenience, proximity to
complimentary outlets and store visibility.
Er.R.Shenbagasuriyan (2012), explains about the Consumer Perception carried
out the attention of the consumers towards the product, interpretation, memory,
purchase and Consumer decision of the consumers. It includes the consumer opinion
towards the product, frequency of buying, selecting the store it may be organized
retail or unorganized retail sectors.
K. S. VenuGopal Rao (2012), to fill the existing gaps in literature and address
managerial concerns, the present study makes an attempt (i) to analyse the influence
of Store Attributes on Store Patronage with respect to Grocery Shopping. To analyse
the influence of store's attributes on store patronage and buying behaviour and (ii) to
analyse the association between select demographic factors (gender, income, age and
marital status) on store choice. A survey (store intercept) method was employed to
elicit primary information from 591 grocery shoppers. Results show that Store
Attributes (independent variables) influence Store Patronage (dependent variable)
although the impact varied from one variable to another. Results of the study also
point out Indian consumers increased appreciation for the value of time
Pandya Amit R. (2012), explains about the research paper based on respondents
who buy their product at organized and unorganized retail outlets. Through this study
we have tried to find out consumer behavior of respondents when they shop through
organized and unorganized retail outlets. As a part of consumer behavior, their
perceptions, motivation levels and demographic factors were studied. We have also
tried to study the reasons for preference of retail outlets and the attributes that
consumers look for when they visit retail outlets.
Ms. Vidushi Handa (May 2012), tries to explain about this paper provides detailed
information about the growth of retailing industry in India. It examines the growing
awareness and brand consciousness among people across different socio-economic
48
classes in India and how the urban and semi-urban retail markets are witnessing
significant growth. it explores the role of the government of India in the industries
growth and the need for further reforms. In India the vast middle class and its almost
untapped retail industry are the key attractive forces for global retail giants wanting
to enter into newer markets, which in turn will help the India retail industry to grow
faster. the paper includes growth of retail sector in India, strategies, strength and
opportunities of retail stores, retail format in India, recent trends, and opportunities
and challenges. this paper concludes with the likely impact of the entry of global
players into the indian retailing industry. it also highlights the challenges faced by the
industry in near future.
Prof Krishna Mohan Sharma (Jan 2012), tries analyze consumer shopping
behavior in different retail format. Consumer shopping behavior includes attitudes
towards modern retail stores and traditional stores, intention and shopping habits. the
economic growth, changing lifestyles, urbanization, women's participation in
economic activities and the spread of IT are the some of the key factors for the growth
of the retail sector in India.
K.C.Mittal (2010), she has the opinion of organised retail is total retail market in
India is growing. Many domestic and global players have already entered in this
sector. Due to intense competition in this field, it is important to focus on retaining
existing consumers. Working out strategies in this direction requires a thorough
understanding of the preferences of the consumers on the attributes that are
considered of much significance. The present paper attempts to analyze the
consumer preferences of the specific attributes of retail stores in the 5 selected cities
of Punjab. Factor analysis has been used in identifying the main factors. The factors
identified includes availability & variety, ambience, service, price, advertisement,
prestige, and quality.
Brikamjit (2012), the retailing industry in India, specifically organized retail, seems
poised for a significant growth in the coming years owning to the presence of a vast
market, growing consumer awareness about products and services, higher disposable
income of the consumers and the desire to try out new products. Supermarkets will be
one of the major centers for shopping. Thus to tap the opportunities in this sector, it is
important to understand what factors that influence consumers and how is the current
shopping behaviour pattern in India. Study finds out that, physical factors (discounts,
quality, local brands, display and visual appeal) (2) social factors include (salesmen
behaviour and choice of children) (3) temporal factors (open space) should be
considered by the super marketers.
49
NEED OF THE STUDY

The present research will significantly contribute in making viable business
decisions i.e. whether to continue with the existing factors influencing
customer/consumer purchase intention and addition of any new factors. The study
will help the organised food retailers to look on which all factors they can improve
upon.
OBJECTIVES OF THE STUDY
1. To find out whether there is any kind of a relationship between the
demographic variables and the type of food retailer they choose (i.e.
organized or unorganized).
2. To understand whether there is an kind of a relationship between type of
grocery/staple customer buy (i.e. branded/unbranded) and type of food
retailer.
3. To determine the factors impacting the customer purchase intention
LIMITATIONS OF THE STUDY
The first limitation caused during this business research was that it was limited or
constrained to Bangalore city.. The second limitation was the time i.e. we had a time
constraint of 10 weeks to complete the project. Findings of the study are based on the
assumption that the respondents have disclosed right information in the
questionnaire.
RESEARCH METHODOLOGY
NATURE OF THE STUDY
The present study is both exploratory and descriptive research. Descriptive
research aims to describe systematically about the factors influencing the
customer/consumer preference towards the organised food retailing. Exploratory
research was done to get the factors that impact the customer preference towards
organised food retailing by studying various journals and doing literature review. The
study is based on the factors collected from various journals, books and by asking
people who shop from organised food retailing. Research is based on the statistical
analysis report using SPSS.
50
a) Population:
Anyone who shops from organised or un-organised food retailing in
Bengaluru.
b) Sample design
Sample size: The sample size selected for the research is 257 in the area
of Bengaluru.
Sampling unit: All the respondents who shop from organised food retailers
are the sample to be surveyed.
Sampling method: In this study non-probability sampling method i.e.
convenient sampling method is used for collecting primary data.
c) Method of data collection
Primary data: Primary data consist of original information gathered from
sample size of 257 respondents staying in Bengaluru, India.
Secondary data: The study also contains secondary data i.e. data from
books, authenticated websites and journals for the latest updates just to
gain an insights for the views of various experts.
d) Instrument for data collection
The data collection tool used for the research is “Questionnaire” to get the
primary data for the empirical research on consumer perception towards
organised food retailers.
e) Designing a questionnaire
The questionnaire consists of two parts mainly. The first part consists of
mainly closed ended questions and the second part consists of five point
interval scale i.e. from strongly agree to strongly disagree.
f) Testing of questionnaire/Pilot
Piloting of the questionnaire has been done by asking 5 people to read it
through and see if there is any ambiguity which I have not noticed. A
reliability test has been performed for the 20 variables which is used for
factor analysis with first 50 responses and thus it resulted out with a 0.83
Cronbach's Alpha value which means high level of internal consistency for
the scale with this specific sample.
g) Hypothesis – Testing of hypothesis using SPSS
Hypothesis 1(Ho1): There is no significant association between the
51
demographic variables of the respondents and the type of food retailer.

The hypothesis is tested using statistical tool SPSS 20.0 version.
h) Data analysis techniques
Regression analysis has been used to form a model and for data
interpretation. Chi-square and crosstabs are used to test the hypothesis.
The data will be tabulated. Simple percentage technique will be used for
calculations, the basis of interpretations and analysis has been done with
the help of tables and charts using the software MS EXCEL.
RESULT OF ANALYSIS AND INTREPRETATION

Hypothesis (Ho): There is no impact of the various factors considered for study on
Customer purchase intention.
Hypothesis (H1): There is a impact of the various factors considered for study on
Customer purchase intention.
The 18 independent factors/variables which are used for regression analysis.
1. VR1: The quality grade of the items is very good.
2. VR2: The availability of the branded grocery.
3. VR3: Good display and visual merchandising of products.
4. VR4: Have to spend lesser time in the queue.
5. VR5: The availability of adequate parking space for vehicle.
6. VR6: The attractive customer loyalty schemes.
7. VR7: The exchange policy is better at organised food retailing.
8. VR8: The availability of variety of mode of payment.
9. VR9: A large number of variants to choose from.
10. VR10: Ease of travelling o the location/destination of shopping.
11. VR11: The cash-backs or coupons given while paying through
credit/debit cards.
12. VR12: The price of products are fair and reasonable
13. VR13: The ambience and physical atmosphere of the store..
14. VR14: The availability of everything under one roof.
52
15. VR15: Saves time.

16. VR16: Availability of Door step delivery/Home delivery.
17. VR17: Attractive offers of the products.
18. VR18: Availability of the credit facility.
The Dependent Variable is
VR19: The over-all shopping experience at organised food retailing.
The Regression analysis:
TABLE 4.1: SHOWING THE MODEL SUMMARY FOR REGRESSION
Interpretation:
The R value is 80.2% which indicates that there is a good correlation among the
independent and dependent variables.
The R square value is 64.3% which means that the independent variables can predict
the dependent variable 64.3% correctly and this shows that the goodness of the model
fit is good because it's above 60%.
Significance:
53
From the table we can see that the significance value for regression is 0.000 which is
less than 0.05 and hence we reject null hypothesis and accept alternate hypothesis i.e.
There is statistical significant association between the Independent variables (VR1
to VR18) and the Dependent variable (VR19).
THE COEFFICIENT TABLE:
Interpretation:
From the co-efficient table we can see that variables VR1,
VR2,VR3,VR5,VR8,VR9,VR13,VR14,VR15 and VR16 have significance value
less than 0.05 and hence these variables are significant and they contribute to the
model.
While the remaining variables VR4, VR6, VR7, VR10, VR11, VR12, VR17 and
54
VR18 have a significance value of more than 0.05 and hence they don't contribute
to the model significantly.
The regression equation thus formed would be
VR19= 3.098 -0.116*VR1 +0.333*V2 +0.109*V3+0.112VR5 +0.475VR8 -
0.121VR9- 0.235VR13 -0.332VR14 +0.245VR15 -0.071VR16.
SUMMARY OF FINDINGS
1. The study is an attempt to find the factors influencing customer purchase
intention towards from organised food retailing. From the data analysis i.e
regression analysis the variables found to be significant are
VR1,VR2,VR3,VR5,VR8,VR9,VR13,VR14,VR15 and VR16 have
significance value less than 0.05 and hence these variables are significant and
they contribute to the model. While the remaining variables VR4, VR6, VR7,
VR10, VR11, VR12, VR17 & VR18 have significance value more than 0.05
i.e. they are insignificant and do not contribute to the model. Thus the linear
regression equation is,
VR19= 3.098 -0.116*VR1 +0.333*V2 +0.109*V3+0.112VR5
+0.475VR8 -0.121VR9- 0.235VR13 -0.332VR14 +0.245VR15 -
0.071VR16
2. The hypothesis framed for the customer preference towards organised food
retailing among the respondents was “There is no significant association
between the gender of the respondents and the preference of food retail
sector”. From the data analysis, there is no significant association between
the gender of the respondents and the preference of service.
between the type of grocery/staples(i.e Branded or unbranded) sample and
the preference of food retail sector. From the data analysis, there is a
significant association between the type of grocery/staples(i.e Branded or
unbranded) and the preference of food retail sector According to the
crosstab analysis, the preferred food retail sector was organised food retail
sector among people who choose branded grocery/staples.
between the age group of the respondents and the preference of food retail
sector”. From the data analysis, there is no significant association between
55
the age group of the respondents and the preference of service.

between the House-hold income of the sample population and the preference
of food retail sector”.From the data analysis, there is no significant
association between the House-hold income of the respondents and the
preference of service.
CONCLUSION
1. The food retail industry is one of the fastest growing organised retailing
in India and this was an opportunity for me to understand the various factors
that have an impact on the customer purchase intention like the quality grade
of items, variety of mode of payment, large number of variants to select from,
everything under one roof, good display, home delivery etc.
2. When the study was going on it was noted that people of all age group ,
house-hold income and gender shop from organised food retailing and it is
also evident from the chi-square tests that there is no any kind of relationship
between these demographic variables and the type of food retail sector they
choose to purchase from. So people from all age group , house-hold income
and gender shop from organised food retailing.
3. As I went to various organised food retailing and got the respondents, one
of the things to be noted was that people tend to buy more of branded
grocery/staples from the organised food retailing.
4. It was a good learning experience trying to understand the customer
purchase intention and what are the factors that impact when it comes to
organised food retailing.
REFERENCES
1. Dr. Satendra Thakur (2016) “A Study of Consumer Behavior Towards
Organized Food Retail Stores in Bhopal City” International Journal of
Management Research & Review, Vol 6 (issue 6), 843-847.
2. Divaries Cosmas Jaravaza (2013) “The Role of Store Location in Influencing
Customers' Store Choice” Journal of Emerging Trends in Economics and
Management Sciences, 4(3),302-307.
3. Pandya Amit R(2012)”A Study on Consumer Behaviour of Organized and
Unorganized Retail Outlets in Vadodara City” International journal of
56
engineering and management science,VOL.3 (4) 2012: 466-474

4. Er.R.Shenbagasuriyan(2016) “A Comparative Study on Consumer
Perception Towards Organized Retail Sector With Unorganized Retail
Sectors” IJARIIE,Vol-1 Issue-1 2016, 257-262.
5. MS. VIDUSHI HANDA (2012) Retail Sector in India: Issues & Challenges,
ZENITH International Journal of Multidisciplinary Research,Vol.2 Issue
5,244-264.
6. Prof. Krishna Mohan Sharma (2012) “The Study of Changing Buying
Behavior of Consumer in Growing Economy of India, Specific to FMCG
Segment, and Its impact on Unorganized Retailers”. The International
Marketing Trend Conference on Venice
7. Carpenter, J. M. and Moore, Marguerite, (2006), Consumer demographics,
store attributes, and retail format choice in the US grocery market.
International Journal of Retail & Distribution Management 34 (6), 434-
452
57
Prof. Akshata Bilagi

Assistant Professor
Institute of Excellence in Management Science, Hubbali
ABSTRACT
The rapid changes in society are changing people's perceptions and behaviors as a
result of the influence of several socio-demographic characteristics on crucial
aspects of young people's financial literacy. A lot of the variables that affect financial
literacy, like gender, income, and education, are comparable to those that have been
researched in other contexts. Although saving and investing were previously seen as
crucial elements of a young person's income, today's emphasis is more on asset
acquisition than financial planning. This study intends to assess the financial literacy
of today's youth and examine the link between financial behavior and financial
literacy.
KEYWORDS: Financial Literacy, Financial Knowledge, Financial Behavior,
Youth.
INTRODUCTION
Making wise decisions regarding personal financial matters, such as investing,
saving, funding retirement, planning for expenses, etc., is referred to as "financial
literacy." Financial literacy has grown in importance over time. A vital life skill for
engaging in contemporary society is financial literacy. Children are developing in a
more sophisticated world where they will eventually have to manage their own
financial future on their own. Young adults have among the lowest levels of financial
literacy, according to national polls. Their general inability to select the appropriate
financial products and frequent lack of enthusiasm for carrying out smart financial
planning are indicators of this. Children need to learn how to handle their money
from an early age, whether it comes from allowances or part-time work, and to help
them pick between various career and educational alternatives. Utilizing these funds
might require using bank cards or savings accounts.
58
Every country in the world appears to be facing serious difficulties when it comes to
financial literacy. Simply put, it is the capacity to comprehend how money functions
in the real world and make wise decisions regarding all financial actions. A person
who is financially literate is aware of everything from opening a bank account to
managing and investing money. Recent developments have elevated the significance
of financial literacy and education for overall financial health. Financial literacy,
however, does not imply a thorough understanding of money; rather, it equips you to
look up the information you need to support a wise financial decision.
Through the application of the many financial skills and information that make up
financial literacy, a person can learn about the effective management of money and
debt. The following are some fundamental concepts in financial literacy that
everyone should learn, including how to manage your own finances through
budgeting, investing, borrowing, and taxation. The ability to make more ethical
decisions when choosing investments, loans, insurance, and credit cards is one of the
many advantages of financial literacy. Other advantages include the ability to
manage debt and money effectively, better preparation for achieving financial goals,
lower costs due to improved regulation, and reduced anxiety and stress related to
money.
Financial literacy may also lead to smarter investments, improved usage of digital
platforms, higher income potential, reduced transaction costs, stronger women by
supporting women's business visionaries, and so on. In both urban and rural areas, the
government should make substantial efforts to provide more widespread financial
literacy training to various social groups. When launching a campaign to inform
individuals about the advantages of financial planning, the government and financial
institutions should take more initiative.
NEED FOR STUDY

Due to intricate financial products, a lack of understanding, and ignorance of
financial matters, financial literacy is crucial. The degree of financial literacy varies
greatly among people. The gender divide also plays a big role in figuring out financial
literacy. Sustainable development can advance with the correct educational tools.
Financial literacy is crucial for society to use its many resources wisely. When people
are financially literate, it promotes economic expansion.
59
REVIEW OF LITERATURE
Jayaraman and Jambunathan (2018) have opined that, the financial literacy is a
significant however frequently disregarded ability that is indispensable for
youngsters. This examination estimated financial literacy levels among secondary
school students (N = 608) in India and discovered low degrees of execution on
standard proportions of financial literacy. The rate right score on the essential
financial literacy questions was 45% and on the modern financial literacy addresses
the score was 44%. Financial literacy levels in India were discovered to be lower than
those in created nations. Gender contrasts were found, in the space of financial
literacy in Indian setting. There is low degree of financial literacy among the various
sections of the populace in India as apparent from various investigations. There is a
need of genuine arrangement measures to be taken to fortify the financial literacy
level both at fundamental and advance stage with the goal that an individual can all
the more wisely save and invest in various avenues accessible on the market.
Ratna Achuta Paluri (2016), analyzed factors influencing financial attitudes of
Indian women to classify Indian women based on attitude with 9 variables: anxiety,
interest in financial issues, intuitive decisions, precautionary savings, free spending,
materialistic and fatalistic attitude, propensity to plan for long and short term
financial goals. Study used confirmatory factor analysis to cluster the women of
Nashik city. Based on cluster analysis classified customer into judicious consumers,
conservative consumers, acquisitive consumers and unsure consumers. It is found
that only one third of respondents did not buy any financial products, most preferred
products were fixed deposit and insurance. And also found that cluster 1 followed by
cluster 3 seems to be attractive for marketers, cluster 4 is unattractive. V
Mathavathani et al. (2014), focused on financial literacy of rural women in
Tamilnadu based on 3 factors: knowledge, behaviour and attitude. It is found that
very low financial literacy among rural women.
Lavanya Rekha Bahadur (2015), analyzed two pillar of the economy: financial
literacy and financial inclusion and its current scenario as well as common people
perspective about financial instruments. Data collected from 202 Mumbai and thane
district individuals. It is found that level of financial literacy is very low and
suggested to encourage financial literacy from school level, national level programs
and seep effort to the grass root level. K N Narendra (2014), discussed the role of
Financial Planner in the era of overloaded information. Study suggested that the
persistent and prolonged efforts by all stake holders to educate and bring down
revolution in India.
60
Sumit Agarwal et al. (2010), examined investment behavior, liability choice, risk
tolerance and insurance usage of 1,694 Hyderabad respondents who are interested in
personal finance. Data for analysis provided by Investment Yogi Financial Advisory
Services. Majority of respondents are financially literate and they answered the
numeracy, inflation and diversification questions correctly. Study found that
majority of males with higher education level and aggressive investors are more
literate than females and less educated.
OBJECTIVES OF STUDY
l To investigate the extent to which young people are aware of the importance
of financial literacy
l To examine the relationship between financial literacy and various
demographic and socioeconomic factors.
l To assess one's level of knowledge regarding their own financial behavior,
knowledge of finances, and money management
l To determine how much the younger generation knows about financial goods
and investment options that are available for making financial decisions.
SCOPE OF RESEARCH
The study's goal is to determine the degree of financial literacy among young people.
In this study, the researcher assessed the degree of knowledge regarding financial
literacy and the contributing factors. Based on an analysis of the data gathered via the
questionnaire, the study's findings and conclusions were made.
ANALYSIS AND RESULTS

A series of questions were asked to gauge their understanding of numerous concepts,
including rules, insurance, real estate, NPS, stock markets, bonds, debentures, and
mutual funds, as well as retirement plans and other topics, in order to analyze the
objectives.
61
Table:1: Demographic and Socioeconomic Details of the Respondents
No. of Percentage
Sr. No. Demographic Factors
Respondents (%)
1 Gender
Male 105 70%
Female 45 30%
2 Age
16 - 20 20 13%
21 - 25 85 56%
26 - 30 25 16%
31 - 35 20 13%
3 Educational Qualification
PUC 44 29%
Under Graduates 70 47%
Post Graduates 36 24%
4 Source of Income
Zero Income 42 28%
Pocket Money 28 19%
Self Employed 30 20%
Employed 38 25%
Other Sources (rent, dividends etc.) 14 09%
Source: Primary data

The respondents' demographic and socioeconomic profile is shown in the above
table. The majority of respondents nearly 70% are men. The majority of responses are
between the ages of 20 and 25. 24% of respondents have completed their post-
graduation, while 47% of respondents have completed their undergraduate degrees.
The majority of responders 19% have no income. Therefore, 54% of the respondents
make their money from many sources.
62
Table 1:
Did the school or institution you attended provide financial education?
Financial Education No of Respondents Percentage
Yes 65 43%
No 85 57%
Table 2:
How often do you acquire financial and economic information from sources such as
newspapers, magazines, television, Consultancy, Experts, and the Internet?
Financial and Economic Information No of Respondents Percentage
Almost every day 32 21%
About once a week 33 22%
About once a month 29 19%
Less often than the above 22 15%
Never 34 23%
Table 3:
Do you consider insurance to be necessary? If so, what type of insurance do
you have?
Insurance No. of Respondents Percentage
Life Insurance 45 30%
Health Insurance 25 17%
Motor Vehicle Insurance 31 21%
General Insurance 14 9%
No Insurance 35 23%
Table 4:
Pick various investment avenues you're aware of from below
Investment Avenues No. of Respondents Percentage
Stocks 17 12%
Debentures 15 10%
Mutual Funds 23 15%
Sovereign Gold Bonds 15 10%
Real estate 27 18%
ULIP 05 3%
Public Provident Fund 18 12%
National Pension Scheme 20 13%
I’m not aware 10 7%
63
Table 5:
Put a mark next to your investment sources. If any?
Investment Sources No. of Respondents Percentage
Stocks 38 25%
Bonds 21 14%
Debentures 15 10%
Mutual Fund 28 19%
Sovereign Gold Bonds(SGBs) 05 3%
No, it’s find challenging 43 29%
Table 6:
Do you think fixed deposits /Recurring Deposit are better options
than investments in stocks?
Deposits No. of Respondents Percentage
Yes 93 62%
No 57 38%
Table 7:
Did your parents or guardian talk or teach you how to manage your
finances
No.of Respondents Percentage
Yes 93 62%
No 57 38%
Table 8:
Have you made a plan for your finances to handle the costs you
anticipate incurring in the future?
Cost For Future Expenses No.of Respondents Percentage

Costs of buying a car 36 24%
Costs of health care for yourself 17 11%
Costs of health care for family members 22 15%
Living expenses for retirement 18 12%
Others 09 6%
No 48 32%
64
FINDINGS
· Only 43% of young people believe they received adequate financial
education in school.
· Nearly every day, 21% of respondents, they get financial information.
Furthermore, 19% gather data once a month., 23% of respondents stated that
they had no interest in learning anything from publications including
newspapers, magazines, television, consulting businesses, specialists, or
online sources.
· Despite the fact that 23% of respondents still lack any form of insurance,
100% of respondents agree that insurance is essential.
· 93% of respondents are aware of the many investment alternatives; however
29% choose not to invest because they find it difficult.
· Fixed Deposit/Recurring Deposit is preferred by 68% of respondents over
equity investments.
· 38% of families don't engage at all, while about 62% merely talk or teach and
how to manage financially related maters
· Only 12% of respondents have a retirement plan, 26% have a health care plan
for themselves and their families, 24% have a plan to buy a car, and 6% have
other expenses scheduled, with 32% not interested in such a plan.
SUGGESTIONS
· College students can participate in programs designed by bank professionals
to raise their awareness of no-frills accounts.
· By adopting a sound financial mindset, parents can also affect their children's
behavior.
· Such as spending patterns, preparation, budgeting, and knowledge of risk and
return on investment.
· All college subjects may offer a course on banking systems. They gain
knowledge of the interest rates for various types of deposits, loans, and
advances.
· To raise understanding of banking activities and services, colleges can host a
separate conference and workshops.
· Websites can be launched that provide young people with free, unbiased
financial knowledge. These websites must be devoted to teaching the general
65
public on a variety of financial subjects.

· The government can take action to put more programs into place that instruct
the younger generation on how to conserve money, invest it in better
possibilities.
CONCLUSION
According to the study's findings, having a solid understanding of finance is crucial
factors in helping someone handle their own finances responsibly. Financial literacy
is the combination of financial understanding, financial outlook, and financial
behavior. The degree of a person's financial literacy will impact how well that person
is able to make wise financial decisions.
The study's findings imply that, depending on numerous demographic and
socioeconomic criteria, respondents' degrees of financial literacy vary greatly. We
may conclude that gender, age, education, and income all have an impact on financial
literacy levels. Overall, it is clear that financial behavior lags far behind financial
literacy. A positive financial attitude can be created and youths can handle their own
financial decisions efficiently with the help of the advice made by the study done
here. The government should take steps to undertake various financial awareness
initiatives that can alter college students' financial attitudes and behaviors, which can
further aid in the development of the economy.
REFERENCES
1. Beal, D.J. and S.B. Delpachitra.“Financial literacy among Australian

university students”. Economic Papers, 22(1), 65-78,2003.
2. Chen, H. and R.P Volpe. "An Analysis of Personal Financial Literacy among
College Students". Financial Services Review, Vol. 7, No. 2, pp. 107-
128.1998.
3. Bhattacharjee, B. J., (2014). “Financial Literacy and Its‟ Influencing Factors:
An Empirical Study of Indian Investors”, International Journal of Research
in Commerce, It & Management [Online] Volume No.
4. (2014), Issue No. 01 (January), pp. 43-46, available at http://ijrcm.org.in/
4.Meimouneh, S.K., Moeinadin, M., Nayebzadeh,S. (2014): A Survey to the
Influence of Demographic Characteristics on the Level of Financial Literacy
66
of Iranian Students, Interdisciplinary Journal of Contemporary Research in

Business, Vol 5, No 11,PP. 64-72 [online] at ijcrb.webs.com
5. Jeyaram A/P, Mustapha, M.B. (2017): "Financial Literacy and Demographic
Factors", Journal of Technology Management and Business
6. Vibhuti ShivamDube, Pradeep Kumar Asthana“ A Study Of Financial
Literacy Among College Students In Lucknow”, International Journal of
Social Science and Economic Research ISSN: 2455-8834 Volume:04,
Issue:02 February 2019, pp. 963-974
7. Lusardi, A., Mitchell, O. and Curto, V. (2010). Financial literacy among the
young. Journal of Consumer Affairs, 44(2), 358-380.
8. Maddox, B., & Esposito, L. (2011). Sufficiency re-examined: A
capabilities perspective on the assessment of functional adult literacy.
Journal of Development Studies, 47(9), 1315-1331
67
VIRTUAL DIGITAL ASSETS IN INDIA-

A CONCEPTUAL STUDY
Kari Gooli
Assistant Professor,
Department of Studies in Commerce,
SKNG Government First Grade College, Gangavathi,
Abstract
Cryptocurrency is decentralized digital money protected by encryption and based on
blockchain technology. To comprehend bitcoin, one must first understand three
concepts: blockchain, decentralization, and cryptography. Cryptocurrency and
Virtual Digital Assets (VDAs) are non-governmental techniques for creating and
storing wealth. Blockchain technology is used to address this. A single person cannot
monitor everything; everyone must collaborate to develop a decentralized control
system that safeguards everyone's value. In recent years, cryptocurrency has
increased in popularity to increase a trader's earnings and income. The current study
looks at the theoretical aspects and reasons for introducing VDAs, as well as the
regulations that govern virtual digital assets in India. The study's findings recognize
cryptocurrencies as a valid asset class and bitcoin trading as a lawful activity. The
increased tax rate, on the other hand, indicates that the RBI is attempting to limit the
attraction of this virtual digital asset.
Key Words: Cryptocurrency, Virtual Digital Assets, Decentralised, Blockchain
Technology.
Introduction
The Indian government will charge a 30% tax on crypto-asset profits, and the Digital
rupee will be adopted in the fiscal year 2022-23. After being hesitant and fearful of
adopting cryptocurrencies, the Indian government has finally chosen to embrace the
virtual form of money. More clarity regarding the future of cryptocurrencies is still
required. Nonetheless, these developments have signalled to crypto enthusiasts that
cryptocurrency is one step closer to becoming legal in the nation. Cryptocurrencies
have been around since 2009, but the last three years have witnessed tremendous
growth. Crypto assets are popular among younger investors with a higher risk
tolerance and are keen to get adequate financial knowledge to benefit from the ever-
68
changing digital finance environment. The Economic Times reports that over 20
million Indians are connected with cryptocurrency. According to significant findings
from a blockchain analysis organization, the global use of cryptocurrency will
expand by 880% by 2021. India placed second with an index value of 0.37, following
only Vietnam. The Indian crypto market rose by 641% in a year. As a result, this
research investigates the underlying concepts of VDAs, how they vary from digital
currencies, and what controls the government has imposed on VDAs.
Review of Literature
Fan Fangand Carmine Ventre (2022) This article focuses on
cryptocurrency trading research, which includes 146 publications on various areas of
bitcoin trading (e.g., cryptocurrency trading systems, bubbles, extreme conditions,
prediction of volatility and return, crypto-assets portfolio construction and crypto-
assets, technical trading, and others). This article also looks into statistics, research
trends, the distribution of study objects (contents/properties), and technology before
ending with some interesting untapped bitcoin trading chances.
Charles Guandaru Kamau (2022) This study examines Kenyan youths'
understanding of and involvement in the bitcoin sector. The study employed
secondary sources and online surveys to obtain information. Over six years, this
study examined panel data from four distinct cryptocurrencies' prices, transaction
fees, and volumes. The data reveal a link between the number of cryptocurrency
transactions, their prices, and transaction costs. The survey also shows how much
Kenyan youngsters understand and utilize cryptocurrency. This research also
discusses several factors to consider before entering the bitcoin sector. It also
emphasizes some of the essential aspects of cryptos. According to the study, the
bitcoin business needs local and international regulation to boost investor trust and
security.
Mohammad (2020) This study investigates seven features of seven
cryptocurrencies: Bitcoin, Ethereum, Ripple, Litecoin, Monero, Stellar, and NEM.
Spillovers from standard and quantile VAR build the return connectedness networks.
Furthermore, the technique concentrates on the COVID-19 crisis subsample periods
before and after. According to our data, Bitcoin, Litecoin, and Ripple are the most
common return spillover transmitters. The most closely linked pairs are
Bitcoin/Litecoin and Ripple/Sellar. Surprisingly, Ethereum is the long-term
benefactor of the system, and the great majority of cryptocurrencies affect it.
Sarika Murty and Vijay Victor (2022) This paper delve further into
Bitcoin's volatility compared to other asset classes to better comprehend its dynamic
69
interrelationships and financial asset potential. This research aims to investigate the
volatility dynamics of Bitcoin returns. An asymmetric GARCH model (EGARCH)
is used to examine if Bitcoin may help with risk management and is appropriate for
risk-averse investors who anticipate market shocks (leverage effect). According to
the findings, assuming a constant supply of Bitcoin and poor returns, realization is
comparable to excess supply over demand, in which investors sell Bitcoin during
downturns. During the COVID-19 outbreak, the high connection between Bitcoin
and gold suggests that investors considered Bitcoin a safe investment. However,
overall research indicates that during the study period, Indian investors did not
perceive Bitcoin as a specific hedging or investing choice.
Roberto Leonardo Rana and Nino Adamashvili (2022) This article
discusses the benefits and drawbacks of BC adoption in the tourist sector and
solutions to the issues. This study used a systematic literature review (SLR), which
identifies, selects, categorises, and analyses relevant publications on a specific topic.
According to the data, most research publications highlight the benefits of BC
adoption and demonstrate its potential by presenting several models of BC-based
systems.
Statement of the Problem
Given the fast spread of the crypto financial system, the Indian government's
acceptance of the digital currency system is prudent. However, it would be
challenging for the government to design a system that allows cryptocurrencies to
exist without losing their core. Many researchers have studied various features of
cryptocurrencies like bitcoins and blockchain networks. The findings are
contradictory. However, no Indian scholars have studied Virtual Digital Assets. As a
result, the goal of our study was to meet that demand. As a result, the research is being
carried out to analyze the theoretical aspects and reasons for establishing VDAs, as
well as the regulations governing virtual digital assets in India.
Objectives of the study

The following are the objectives of the present study.
1. To study the theoretical aspects of Virtual Digital Assets in India.
2. To explore the Reasons behind the implementing VDAs, Taxation aspects,
and Regulations on Virtual Digital Assets in India.
70
Research Methodology
The current study aims to assess the theoretical structures and drives for constructing
VDAs and the rules controlling virtual digital assets in India. The study is entirely
based on secondary data acquired from various sources such as newspapers, journals,
and websites.
Discussion
Virtual Digital Assets
In layman's words, it refers to cryptocurrencies, DeFi (decentralized finance), and
non-fungible tokens (NFTs). Primarily excludes digital gold, central bank digital
currency (CBDC), or other traditional digital assets, targeting cryptocurrencies only.
According to the government's definition of virtual digital assets
l To define "virtual digital asset," a new provision (47A) is proposed to be put
into section 2 of the Finance Act.
l According to the Finance Act, a "virtual digital asset" is any information,
code, number, or token produced using cryptographic techniques or
otherwise, that is not Indian money or foreign currency.
l They can be traded, saved, swapped, and used as a unit of account or store of
value online, including but not limited to investment programs. They can also
be exchanged for money or not and represented digitally.
l The term includes non-fungible tokens as well as any other token of a similar
sort.
Reasons for Taxing VDAs
l Popularity and increased transactions: VDAs have lately grown in
popularity, and trade in such digital assets has surged significantly.
l Growing Market: As a result, there is a market where payment for
transferring a VDA may be paid using another asset. Because of the scale and
frequency of these transactions, a particular tax structure is required.
l Gifting Culture: Nowadays, gifting virtual digital goods is also a
widespread means of trade.
Distinguishes between Virtual Digital Assets and Digital Currency
l Currency: Currency may only be characterized as a medium of exchange if
71
the central bank issues it. The Dollar, rupee, and so forth. Be a result, crypto
will only be referred to as a currency after a central bank issues it.
l Digital Currency: The Reserve Bank of India will issue a digital currency in
the next fiscal year, which begins on April 1st. This digital money will be
dubbed a 'digital rupee'.
l VDAs: Individually developed VDAs are created outside the central bank.
These digital assets are commonly referred to as cryptocurrency but are not.
Consider Bitcoin.
Because there is no issuer, these private virtual currencies do not reflect any
person's debt or obligations. They are not money and, indeed, not currency.
Non-fungible tokens, or NFTs, are cryptographic assets on a block chain
having unique identification codes and information that distinguishes them
from one another. NFTs can also represent people's identities, property
rights, and other things.
NFTs, fungible tokens, like cryptocurrencies, are typically similar and may
thus be utilized as a medium for economic transactions.
Recent regulations concerning virtual digital assets
The Finance Minister promised a 30% tax on revenue from VDAs in her Budget
2022 address (mainly aimed at Cryptocurrencies). Furthermore, it was suggested to
charge a Tax Deduction at Source (TDS) of 1% above a monetary threshold on
payments made to transfer VDAs. The government announced specific restrictions
for Virtual Digital Assets beginning on April 1, 2023, in the 2022 budget.
1. The government declared that earnings gained during trades of privately
developed or VDAs would be taxed at 30%.
2. This will do this whether the investor is investing for the long or short term.
3. No deduction for expenditure or allowance shall be permitted for computing
such income except for the purchase cost.
4. It will levy TDS at a rate of 1% on payments for transferring crypto assets
above a particular threshold.
5. Losses incurred by a virtual digital asset investor during a transaction cannot
be offset against other income.
6. Gifting of VDAs has also been recommended to be taxed in the recipient's
hands.
72
Present Status of VDAs

To minimize misunderstanding and litigation, the Finance Ministry should publish a
clear set of rules for authorities on the tax handling of cryptocurrency transactions.
While addressing the primary areas of doubt, the guidelines would also clarify the
stance that assesses have adopted in the past, with some classifying crypto
transactions as capital gains, others as business income, and some not as income at
all. The recommendations are expected to follow a coordinated approach in terms of
treatment under Indian goods and services tax legislation.
The Finance Minister stated that cryptocurrencies are neither legalized nor outlawed
in India's Union Budget 2022 recommendations. The overall legal view remains that
income can be taxed even if earned via a criminal enterprise. As a result, taxing
VDAs does not provide credibility to their trade. To comprehend the legality of the
underlying deal, one must wait for the final form of India's Cryptocurrency Bill.
Conclusion
The Reserve Bank of India has long been hostile to private cryptocurrencies, citing
the severe consequences for national security and financial stability. The most recent
government measure acknowledges cryptocurrencies as a legitimate asset class and
bitcoin trading as a legal activity. The increased tax rate, on the other hand, suggests
that the RBI intends to diminish the attraction of this virtual digital asset. As a result,
the declaration reduces uncertainties and worries about cryptocurrencies' legal,
regulatory, and tax status to a tolerable level. A well-regulated crypto economy will
pave the way for a more innovative environment.
References
1. Fan FangandCarmine Ventre (2022).Cryptocurrency Trading: A
Comprehensive Survey. Financial Innovation. Vol.8(13), pp.1-60.
2. Charles Guandaru Kamau (2022). The Cryptocurrency Market in Kenya: A
Review of Awareness and Participation by the Youth. Journal of Asian
Business Strategy. Vol.12(1), pp.49-56.
3. Mohammad (2020). COVID-19 and Cryptocurrency Market: Evidence from
Quantile Connectedness. Applied Economics. pp.1-27. D O I :
10.1080/00036846.2021.1950908.
4. Sarika Murty and Vijay Victor (2022).Is Bitcoin a safe Heaven for Indian
73
Investors? A GARCH Volatility Analysis. Journal of Risk and Financial

Management. Vol.15(31), pp.1-13.
5. Roberto Leonardo Rana and Nino Adamashvili (2022). The Impact of
Blockchain Technology Adoption on Tourism Industry: A Systematic
Literature Review. Sustainability. Vol.14 (73), pp.1-17.
Websites Visited
1. https://byjus.com
2. https://ibef.org
3. www.rbi.org.in
74

OF WEAKER SECTION WOMEN IN BANGALORE CITY
Dr. LEELAVATHY.A.M
Associate Professor in Commerce
Maharani Women's Arts, Commerce & Management College
Seshadri Road, Bangalore-560001
Phone no: +91-9980236704. Email id: leelavathy_am@yahoo.co.in
Abstract:
A livelihood is made up of the skills, assets, and activities that are required to
produce a source of income. Sustainability is the ability to withstand and recover
from stresses and shocks while maintaining or improving skills, assets, and activities
today and in the future without jeopardising the future of the living or existence.
There is a scarcity of research on sustainable livelihoods in the Indian context, where
the sustainability of the weaker sections is measured and remedial action is
performed. The aim of the study is to identify the various factors influencing the
sustainable livelihood of women of the weaker section of the society. Descriptive
research strategy was used; the data was collected through a well-structured
questionnaire. Cochran formula of unknown population was used and a sample size
of [N=100] respondents was considered. Women who are working for the last 5 years
under women entrepreneurs were selected on convenient sampling basis. The
questionnaire was pre-tested with 12 women, and only minor modifications were
made. Scale validity and reliability of the questionnaire was affirmed. The factors
influencing sustainable livelihood were analysed using the AMOS R software-
Confirmatory factor analysis. Descriptive statistics were used to summarize the
responses of the women and it is seen that the women have strongly agreed to
Vulnerability as one of the factors, which hinders their sustainable livelihood. The
results of the study Women's long-term survival is influenced by factors such as
health and food security. Credits and family expenses have a negative impact on
women's capacity to keep a steady income.
Keywords: Weaker section , women, sustainability, sustainable livelihood
INTRODUCTION
Briefly, the sustainable livelihoods method helps to paint a more accurate picture of
75
what it takes to feed the world's poorest people[1]. In order to organise and explain
the links between the variables that restrict or enhance the options for earning a
livelihood, the goal of this project has been established[2]. With the assistance of this
tool, it may be easier to plan for the future and assess the impact of present activities
on the preservation of livelihoods.
When considering long-term development from the perspective long-term aims,
scope, and objectives, it is referred to as using a sustainable livelihoods approach to
long-term development [3]. These ideals, in conjunction with policies and
institutions, serve as the foundation for the activity of this movement. It is useful in
the planning of existing and future development initiatives, whether large and small
[4].
Figure 1- Sustainable Livelihood Framework
Source: http://www.managingforimpact.org/tool/sustainable-livelihoods-security-
framework
In terms of identifying realistic priorities for activities that are based on the views and
interests of those who are impacted, the approach to sustainable livelihoods
facilitates this process; yet, it is not a panacea in and of itself[5]. It can be used in
conjunction with other strategies such as participatory development, sector-wide
approaches, and integrated rural development. The consequences of livelihood plan
76
implementation, on the other hand, are determined by the relationship that is

established between people and the larger enabling environment. In addition to other
things, it highlights people's natural potential in terms of abilities, social networks,
physical and financial resources, and the ability to affect society's fundamental
structures, to name a few[6]. Appreciative inquiry, which was originally developed
as a tool for industry to avoid using negative methods to problem solving, is a
technique that builds on this optimistic outlook. When a community participates in
an appreciative inquiry process, the positive is maximised (rather than the negative
being minimised) and the negative is minimised. The process involves taking
responsibility for generating and gathering information, and then developing
strategies based on the most positive experiences in the past (rather than the
negative)[7].
Review of literature
Gai, A. M., Poerwati, T., Maghfirah, F., & Sir, M. M. (2020) [8] A sustainable
livelihood is an activity that can aid households in meeting their most basic survival
needs over an extended period of time. But because of continuous flooding, yearly
population expansion, and a lack of amenities that support livelihoods such as school
and health facilities, community livelihoods have deteriorated. Flooding has a
detrimental influence on the production of agricultural fields. As a result, the
distribution of resources at the study site becomes inequitable. This research seeks to
construct a model of village development that is based on long-term livelihood as a
consequence of its findings. Primary and secondary data were used in this study,
which was conducted on a sample of 82 households in Surumana Village, Donggala
Regency, Central Sulawesi Province, utilising both primary and secondary data. In
order to examine an individual's or a group's attitudes, perspectives, and perceptions
of social events or symptoms, the likert scale was utilised. In addition, the Delphi
approach was used to obtain expert opinions through the use of questionnaires with
feedback mechanisms, while maintaining the anonymity of the experts who
responded to the questionnaire. According to the conclusions of the study, social
capital possesses the largest resource strength. Meanwhile, flooding presents a
danger to the resources of Surumana Village, which is located on a floodplain. Other
factors that contribute to the realisation of this goal include institutional frameworks,
education, health, transportation, flood reduction, and increased agricultural output.
77
Jackson, E. A. (2020) [9] The SLF design, in its current configuration, has shown to
be immensely effective in solving important concerns related to the basics of
maintaining people's livelihoods, particularly in underserved sectors of the global
economy, and it is expected to continue to be so. In addition to what has already been
said, the SLF is not well-equipped to deal with the realities of pandemics – During
the outbreak of COVID-19, the global economy was unintentionally revealed as
being unprepared to deal with a large-scale pandemic in general. The importance of
addressing the core livelihood asset criteria for human sustainable livelihoods and
security has been very effectively represented in the current profile of the SLF.
Following a thorough investigation, it has become obvious that a comprehensive risk
assessment profile should be incorporated into the SLF in order to improve the
resilience and sustainability of human endeavours as well as long-term well-being
and well-being of the general population. As a real test of human resilience in the face
of adversity, COVID-19 is especially challenging when the setting is more similar to
that of a natural disaster. The fact that individuals in some areas of the world are
vulnerable to COVID-19 because of a lack of physical assets, even while efforts are
made to safeguard mankind from the spread of the virus, is a genuine tribute to
humanity's continued exploitation of the environment to meet basic living needs.
William Solebury (2017) [10] The Bridging Research programme of the Overseas
Development Institute seeks to learn more about the world's most pressing problems,
and this Working Paper is a component of that endeavour. Skills, belongings (both
financial and social resources), and a means of subsistence are all regarded to be
necessary components of a long-term way of life. The ability to withstand and
recover from stresses and shocks, as well as the ability to preserve or grow capacities
and traits in the present and the future, all while not jeopardising the natural resource
base, is what defines a life as being viable (DFID, 1999a).
Gesese S. Kune and Ignatious Mberengwa (2012 ) [11] It was determined, via the
use of a case study methodology, the importance of off- and non-farm activities in
achieving sustained rural household livelihood protection in Gubalafto Woreda.
Primary data was gathered using a variety of methods, including questionnaire
assessments, focus group discussions, key informant interviews, and field
observations. According to the findings of the study, pre- and off-farm activities are
the result of shocks caused by rainfall variability, soil degradation, and technical
78
defects, rather than the result of beneficial benefits of agricultural development or

output. Because the activities lacked the essential development assistance, the
majority of survey respondents reported that their income from agriculture and off-
and on-farm enterprises was insufficient to meet their basic requirements. These
activities remained excellent backup strategies for maintaining household livelihood
security, according to the findings of the study, which led to a call for greater
government involvement in order to allow all of the recommended measures to be
implemented in order to achieve long-term household livelihood security.
Vibha Pinglé, (2005) [12] Microbusinesses may provide a means for women living
in underprivileged regions to provide for themselves and their families by generating
income. The fact that many women start microbusinesses does not diminish the fact
that only a small proportion of these women are successful in producing a living from
their endeavours. The following are the two questions that have arisen as a result of
this: To begin, what are the factors and techniques that enable some women to be
successful in their microbusiness while others are unsuccessful? Second, what social
policies could be implemented to aid other low-wage women in attaining a living
wage? Is their micro-enterprise a source of income or a side hustle for them?
Moses Acholo, Nora McNamara, and Stephen Morse (2009) [13] Sustainable
Livelihood Analysis (SLA) is a technique that has been used by a number of large
international organisations to incorporate development efforts into their operations
since the 1990s. It is described as a social unit's ability to develop and improve its
assets and abilities through time while dealing with shocks and stresses, according to
the definition. Identifying a person's most valued assets, their patterns through time
and space, the presence and impact of shocks and stresses (environmental, physical,
and social) on these assets are all goals of the Strategic Asset Locating Approach
(SLA). Following that, actions are put in place to address any vulnerabilities and
improve people's lives, such as income diversification, while taking the larger
context into mind (political, legal, fiscal, structural, and so on). A realistic system for
evidence-based intervention with a great deal of rationality, as a consequence, may
be classified as SLA. This is especially true in a rapidly changing setting with limited
resources to support development activities. Implementing SLA, on the other hand,
is not as simple as it appears, and there are significant parallels between it and the
79
long-standing issues of making policy more evidence-based in general. A surprising

number of attempts have been made to take a more objective position as a result of
this phenomenon. Whether SLA is feasible and has the potential to aid individuals in
industrialised countries in making meaningful changes This article examines SLA
from the perspective of a specific location: Nigeria's middle belt, where it is being put
into practise. "...refocus our international development efforts on eradicating hunger
and encouraging economic growth that is poverty-friendly."
Gap in the Research: Ignatious Mberengwa and Gesese S. Kune (2012 ) have
undertaken studies on sustainable livelihoods in the international setting;
nevertheless, further research is needed The role of off-farm and non-farm activities
in achieving sustained rural household livelihood protection in Gubalafto Woreda
was investigated using a case study approach. Stephen Morse, Nora McNamara, and
Moses Acholo are three of the most talented people in the world (2009) Since the
1990s, a number of large international organisations have used the Sustainable
Livelihoods Analysis (SLA) technique to incorporate development projects into
their operations and strategies. There is a paucity of study on sustainable livelihoods
in the Indian context, where the viability of the weaker portions is assessed and
remedial action is taken as a result of the findings.
OBJECTIVES
l To identify the various factors influencing the sustainable livelihood of
women of the weaker section of the society
80
RESEARCH METHODS
Table 1- Research methods
Research Type Descriptive research: investigate the factors influencing sustainable
livelihood
Data collection There are two parts to the questionnaire.

tools
Part One: Information about the respondent's demographic
characteristics (Multiple choices)
Part 2: Questions about the Sustainable livelihood
Data collection Women of the weaker section of the society

Techniques
Sampling: Working women of weaker section under women entrepreneurs in

Bangalore
Population
Determination of Cochran Formula of Unknown Population

sample size
= 95% confidence level and 10% margin of error, sample size of 100
respondents
Sampling Frame Women who are working for the last 5 years under women
entrepreneurs
Sampling Convenient sampling by selecting women who are working under

Technique MSME registered women entrepreneurs
Sample For the study, 112 questionnaires were circulated, and 100 valid replies
were chosen.
Pilot Study The questionnaire was pre-tested with 12 women , and only minor
modifications were made.
Plan of Analysis EFA –AMOS RSoftware
DISCUSSION AND RESULTS

Demographic Profile of the women
A majority of 39% women are in the age group of 36 to 45 years, 30.9% women
employees were in the age group of 46 to 55 years. A very small percentage of 8.1 %
women were above 55 years of age. This shows that the women entrepreneurs did not
employ women who are above 55 years and a very less amount of women are
employed who are in the age group of 18 to 25 and 26 to 35 years.
Educational qualification, A majority of 50% women employees had completed their
81
of PUC or intermediate courses, 22% had completed their graduation 10% had
completed their SSLC. A very small percentage of 6% and 10% had completed their
post-graduation and technical degrees. All the women employees who are both
graduates and technical degree have been employed in the medium scale industry
with the highest post.
A majority of 69.1% women are married,13.4% women employees are unmarried ,
6.8% are divorced and 10.6% are widows. If we see the age of the women employees
the majority of them are in the group of 36 to 55 year and 36 to 55 years obviously
they will be married and a very small percentage of women are in 18 to 36 years
therefore very small percentage are unmarried
Further, the Family profile of the respondents was illustrated as follows:
Figure 2 – Family Profile of the respondents
Figure 3- Economic profile of the respondents
82
Descriptive statistics for various factors of Sustainable livelihood

Table 2 - Descriptive statistics for various factors of Sustainable livelihood
Descriptive Statistics
Mean Std. Deviation Skewness Kurtosis
Use of services and institutions 2.95 0.78 -0.27 1.25
Family assets 1.633 0.77 1.284 1.611
Employment Information 4.553 0.624 -1.138 0.365
Living approaches 2.75 0.6794 0.131 0.0628
Right to use to natural resources 3.73 0.67 -0.4 0.42
Family expenses 4.57 0.65 -1.35 1.19
Credit and investments 2.3 0.48 -0.36 0.88
Susceptibility 4.48 0.64 -1.09 1.04
Food Safety 2.57 0.76 0.15 0.8
Well-being 3.89 0.9 -0.56 -0.02
Female Power 3.69 0.92 -0.48 0.1
The mean score for access to services and institutions was 2.95, which is less than 3,
indicating that there is disagreement in the range of responses. The standard
deviation is smaller than 1.000, showing that there is less variance in the replies of
female workers, implying that all female employees have similar attitudes on access
to services and institutions. Skewness is negative, indicating that the bulk of replies
are to the right or toward agreement, and Kurtosis is within the permissible range of –
3 to +3 as specified in the third chapter Ali Faizan criteria.
In the case of working information, three issues were identified: if they can work
longer hours, whether they can work overtime, and whether they can work on
weekends and holidays. The women employees responded strongly, so the mean
scores for all items are around 4.5, indicating that they strongly agree that they are
able to work for the family or future sustainability, and the standard deviation is
0.624, indicating that most of the women have the same opinion about working
information. Skewness is -1.138, showing that the replies are skewed to the right,
indicating a high level of agreement. Kurtosis is within the allowed range.
In the case of access to natural resources, a mean score of more than 4 was obtained
for all of the sustainability items except for sustainability 21, which discusses solar
panels - the mean score for solar panels is 1.48, indicating that not many female
employees have solar panels in their homes, and the total mean scores for access to
natural resources are higher. 3.73 shows a neutral to agreement range of answers,
0.67 is the standard deviation, and skewness and kurtosis are within acceptable
limits.
83
In the situation of credit and saving, the majority of respondents denied that they have
any sort of savings or that they have any loan on their head, thus it can be seen that in
the case of credit and saving, the replies are mainly neutral to a disagreement or
negative reactions. As a result, the mean score is less than 3.00, which is an excellent
indication of long-term livelihood.
Overall, the poorest members of society have neutral food security. The standard
deviation is 0.76, showing that women have similar views on food security.
Skewness and kurtosis are within acceptable limits.
When questioned, a mean score of 3.69 was achieved, indicating that women are
gaining a stronger place in society and that they themselves believe that yes, they are
gaining some power, demonstrating sustainability. The standard deviation of 0.9,
which is close to one, suggests that there is a small variance in women's replies in the
case of women power sustainability.
Factors influencing sustainable livelihood
Null Hypothesis: There is no impact of various factors of sustainable Livelihood
Alternate Hypothesis: There is an impact of various factors of sustainable Livelihood
Table 3- Model fit – Factors influencing sustainable livelihood
CMIN
Model NPAR CMIN DF P CMIN/DF
Independence model 9 460.146 139 0.000 3.010
Acceptance Criterion <0.05 <3.000
RMSEA, GFI
Model RMSEA GFI AGFI PGFI
Independence model 0.048 0.821 0.885 0.884
<0.10 >0.80 >0.80 >0.80
Confirmatory Factor Analysis (CFA) is used when the researcher makes an a priori
assumption regarding the relationship between the experimental and underlying
variables based on hypothetical knowledge, empirical study, or both. It assists the
researcher in validating an instrument and confirming the factor structure
hypothesized (Janssens et al., 2008). The factor loadings are used to understand the
84
regression coefficients. When the CFA and construct validity tests are combined, the
researcher may assess the measurement quality (Hair et al., 2010).
Figure 4 - Factors influencing sustainable livelihood
Table 4 - Factors influencing sustainable livelihood
Estimate Estimate S.E. C.R. P

Sustain_11 <--- Sustainable_livelihood 1 0.725
Sustain_10 <--- Sustainable_livelihood 1.092 0.758 0.293 3.729 ***
Sustain_7 <--- Sustainable_livelihood -0.165 -0.277 0.072 -2.272 ***
Sustain_3 <--- Sustainable_livelihood -0.001 0 0.139 -0.004 ***
The above Table shows the relationship between the various factors affecting the
sustainabale livelihoods of the women. It aims to find out which of the actors are
most positively contributing to sustainable livelihood
85
From the above table it can be indicated that

When sustain_10 Well being- positively goes up by 1, sustainability goes up by 0.758
Or 78% which is statistically significant at 0.000 and CR of 3.729. (Co-eff =0.758,
Sig=0.000, CR=3.729)
When Sustain_9 positively goes up by 1, sustainability goes up by 0.343 Or 34%
which is statistically significant at 0.000 and CR of 2.761. (Co-eff =0.13, Sig=0.000,
CR=17.123)
On an overall basis, it can be inferred that the Wellbeing and Food safety factors
positively affect the sustainable livelihood of the women. Credits and family
expenses inversely affect the sustainable livelihood of the women.
The results of the SEM Analysis indicate that, there is both positive and negative
impact of various factors of sustainable Livelihood on the life of women, The Null
Hypothesis is rejected.
CONCLUSION
Lifelong strategies are designed to improve the quality of life for those who use them.
When deciding on a means of subsistence, it's critical to weigh the pros and cons of
various options, including those based on natural resources, those that aren't, as well
as those that aren't connected to farms, such as migration and remittances, pensions,
and grants, as well as the tradeoffs between intensification and diversification, as
well as short-term versus long-term outcomes. It's one of the many problems with
development that projects and programmes may assist some while harming others.
This is only one of the many difficulties that arise during the process of growth. More
money, better health, and less vulnerability can all result from adopting a more
wealthy lifestyle. Food security and sustainable use of natural resources can also be
achieved, as well as a return to individual human dignity[14]. Some of these findings
may clash with one other. It is vital to keep in mind that the sustainable livelihoods
plan is merely one way to organise the many issues that plague poverty[15]. In
addition, it must be customised to the particular circumstances and interests of the
community in issue. Women's long-term survival is positively influenced by
elements such as well-being and food security, according to the findings of this study.
Tax credits and family costs are inversely connected with women's ability to maintain
a stable pay[16].
86
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(2021). A sustainable approach for livelihood improvement and integrated
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Sustainable Livelihood level and its Influence on Community Vulnerability
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IN FOOD INDUSTRY AT HUBBALLI CITY
Dr. HARSHAL BORGAON

Associate Professor, Global Business School, Hubballi
HAKEEM UMME FARWA
Student, Global Business School, Hubballi
APEKSHA D GOGI
APEKHA B RAJPUT
ABSTRACT
Profession improvement and career planning are exceptionally critical in the present
time of technology, since the worldwide changes have brought forth an environment
in which almost everything is in competition with one another. This case is likewise
legitimate for employees of hotel industry too. On one side, everything is changing
extremely quick; on the contrary, they should embrace themselves these fast changes.
Such a transformation requires some specific responsibility, inspiration and
planning concerning themselves and their understudies. Along these lines, the
course of training transforms into a mutually beneficial arrangement for hotel
management, and their employees. This article gives an outline of what profession
arrangement and advancement are and why it is significant for employees.
Keywords: Career Planning, Career growth, Career development etc.
INTRODUCTION:
Career Planning: aims to match individual advancement potential and individual
aspirations with the needs and opportunities of the organization. Career planning
means making sure your organization has the right people with the right skills at the
right time. In particular, it indicates what training and development would be
necessary to advance in the career by modifying the career path or by remaining in the
current position. It focuses on future needs and opportunities and eliminating
employee stagnation, obsolescence and dissatisfaction. It encourages people to
explore and collect information, allowing them to synthesize, acquire skills, make
decisions, set goals, and take action. It is acrucial stage in human resource
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development that helps employees devises work-life balance strategies.

Career Development: it is the series of activities or the continuous / permanent
process of career development. Professional development generally refers to
managing one's own career in an infra-organizational or inter-organizational setting.
It involves training in new skills, moving to higher job responsibilities, changing
careers with in the same organization, moving to another organization, or starting
your own business. It is directly related to the goalsand objectives set by an
individual. It begins with self-actualization and self-assessment of one's interests and
abilities. Then the interest is tailored to the available options.
The food industry today has become highly diversified, with manufacturing ranging
from small, traditional, family-run activities that are highly labour-intensive, to
large, capital intensive and highly mechanized industrial processes.
Role of the Food Industry

l Enhance farmer's income by better utilization and value addition of
agricultural produce.
l Introduce of modern technology into the food processing industries from
both
l Encourage R & D in food processing for product and process development
and improved packaging.
l Promote export of processed food products.
Growth of Industry
The Global Food Industry- An Overview
The food industry has undergone a series of changes in the last decade due to the
rapidly changing behaviors of consumers, technological advancements, and
stringent regulations. Such factors have plagued the industry with a series of
obstacles. Being a consumer-driven industry, this industry is facing serious
challenges with the change in the perspective of the consumers as they have become
more focused on maintaining healthy lifestyles. Today Food Products are judged
based on not only the quality but also the nutritional value.
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CAREER PLANNING AND DEVELOPMENT IN FOOD INDUSTRY

Personal Development encompasses activities that improve us on a personal level,
including improving awareness and identity, developing skills and talents, outlining
goals and reaching our full potential. The personal development process can be
intimidating, but not to worry- we have complied valuable resources to help you get
started on your journey of personal development.
Self-Assessment tools are a great way to start the personal development process.
From personality assessments, skills assessments and career assessments, this step
can help with career exploration. Continue your journey through personal
development through Self-Discovery. What you're interested in, along with what
you value, like and dislike can all influence your personal development. Finally, goal
setting helps turn vision into reality.
LITERATURE REVIEW
More employers nowadays are looking for strategies to promote professional growth
and their staff to take control of their own careers. Developing your skills implies
improving yourself and your skill sets so that you may benefit the organisation and
advance professionally. The secret to success at work is to promote an attitude of
enthusiasm for lifelong learning. Encourage their staff to take charge of their own
careers. To offer value to the organization and advance your career, you must
continually improve both your own abilities and your skill sets. The secret to success
in the workplace is to promote a mindset that values lifelong learning (Sahin, 2015).
Career is, and numerous theoretical fields have given their own definitions of it. The
concept of a career is linked to job activities and suggests a hierarchy inside the
organisation in traditional ways derived from management theory and practise. Thus,
the term "career" encompasses the ideas of a series of jobs held throughout time that
involve a committed employee-employer relationship. Individuals and organisations
are viewed as independent factors in this management perspective on career
development. As a linear process, career development has mainly ignored the
interactions between people and organisations being mostly ignored (Meliou, 2011).
Performance will be excellent; but, if it is below average or subpar, performance will
be poor. The dynamics of the Indian economy have changed during the past 20 years
as a result of changes in politics, product markets, technology, and greater
competitive pressures. These alterations are related to alterations in the world
markets. Businesses have adapted to these circumstances by using a variety of
techniques, including restructuring, delaying, downsizing, combining, and
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purchasing. Modern businesses have experienced significant difficulties managing

their people resources as a result. Taking individual career goals and organisational
development into account, organisational career development has been described as
a difficult and unexpected task. With the right indulgence of employee career
planning and organisational career management, effective career development
processes are realised. Understanding the relationship between people and
organisations in terms of the conceptual framework of organisational commitment is
important. The literature on management and behavioural sciences has extensively
discussed organisational commitment as a crucial element in the interaction between
people and organisations. Understanding the relationship between people and
organisations in terms of the conceptual framework of organisational commitment is
important. The literature on management and behavioural sciences has extensively
discussed organisational commitment as a crucial element in the interaction between
people and organisations (Hanisha, 2020).
In the hotel industry, career advancement often followed a conventional route
focused on linear progression, typically in one or two organisations. Recent research,
however, suggests that a more adaptable career path that incorporates mobility
between organisations and even industries may be on the rise. These are known as
"boundaryless" careers. This "boundless" state may be brought on by the industry's
volatility and the fact that employees can no longer count on working for a single
company for their whole lives. Nowadays, careers are no longer restricted to one
organisation but can take on several shapes. No matter how one chooses to pursue
their career, management development takes place as one advances through various
career stages. There are numerous ways to define managerial development (aka
capability acquisition) (Blotnicky, 2016).
The pattern of experiences one has at work during the course of a career. The
progression of adults through their career life is called career development. The idea
that people need to be flexible and adaptive to flourish in a highly variable and
uncertain environment permeates contemporary perspectives on professional
development. This idea is shown by the "protean career" notion. Careers are driven
by people (Finegold, 2012).
'Career effectiveness and its determinants' study was conducted to pinpoint the
elements influencing both individual and group career practises that determine
career effectiveness. Individual characteristics, organisational conditions, and
supervisory support all affected career performance. The efficacy of a person's career
is influenced by their knowledge of organisational politics and career planning. The
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characteristics of organisational career management practises that affect career

effectiveness were found to include performance appraisal, performance feedback,
internal recruitment, formal development, training, and development, information
sharing (related to careers), and supervisory support. According to the study, the
factor for career effectiveness highlighted in the study explains the variations in
employee career effectiveness greatly (Chetana, 2017).
The goal of the study, "The Impact of Career Paths and Career Planning Toward
Employee Career Development: A Case Study,"Penitentiary office in Pekanbaru"
seeks to ascertain how career routes and career planning affect employees'
professional growth. Multiple linier regression was used to examine the data after it
was gathered using questionnaires. The sample size was 54 workers. The findings
indicate that career preparation and career route have a simultaneous, modestly
significant impact on career advancement. Career planning is one of the major
factors. According to the findings of the study, institutions should focus on career
planning and career paths as they are known to have an impact on career growth
(Khot, 2022).
Why Domino's And Mac Donald's:
Since the goal of the project was to identify opportunities for career development in
the food industry, we chose the American multinational pizza chains Domino's and
Mac Donald's because they both value and welcome customer feedback. We also
appreciate you taking the time to tell us about your experiences with Domino's and
Mac Donald's.
CAREER DEVELOPMENT IN DOMINOS:
According to Koontz and O'Donnel, "developing a manager is a progressive
process in the same sense that educating a person is neither development nor
education should be thought of as something that can never be completed, for
there are no known limits to the extent to which one may be development or
educated."
OBJECTIVES OF DEVELOPMENT:
1. Development is a continual, continuous process.
2. Development seeks to enhance an executive's overall personality.
3. Future demands are what development is focused on.
4. Development aids in the manager's acquisition of information, abilities, and skills.
5. Executives can perform better than average at work. Development initiatives assist
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executives in achieving their personal goals and desires for their careers in a
coordinated manner.
METHODS OF DEVELOPING MANAGERS:
¨ In basket
1. Decision Making Skills ¨ Business Game
¨ Case Study
¨ Role Play
2. Interpersonal Skills ¨ Sensitivity Training
¨ Behavior
¨ On the job experience
3. Job Knowledge ¨ Coaching
¨ Understudy
¨ Job Rotation
4. Organizational Knowledge
¨ Multiple Management
¨ Special Courses
5. General Knowledge
¨ Special Meetings
CAREER DEVELOPMENT PROGRAMS IN DOMINOS:

Corporate : Global operations leadership development(Gold)
Our future strategic leaders will be prepared and developed through the Global
Operations Leadership Development programme (GOLD), a comprehensive 4.5-
year leadership development experience for recent college graduates. You would be
well positioned to transition into a Franchise Business Consultant position after
mastering the Domino's business model from the ground up. Together, we will build
your operational and leadership skill sets to advance your career and make Domino's
the undisputed global leader in the pizza industry.
Corporate: Information Technology Rotation program:
A two-year rotating programme called the Information Technology Rotation
Program is intended for high-achieving graduates who want to begin a career in
technology. Through a special combination of technical and leadership development
experiences spread across four, six-month rotations, you will acquire thorough
exposure to the Domino's IT organisation in your role as a technology rotation
specialist. We will choose your next position with DPZ Technology after your
rotations are finished.
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Corporate: Pizza Prep School:

Prep School is a four-day, intensive training course where team members and
business partners who don't work in stores get a deep dive into the Domino's shop
culture. Through classroom instruction and participation in our "Pizza Theater," a
fully operational Domino's store housed in the World Resource Center, you will gain
knowledge of retail operations (WRC). You'll learn what it takes to be the best at
taking orders, providing excellent customer service, preparing pizza, maintaining an
oven, routing deliveries safely, etc. Although there are written exams, skills tests, and
timed pizza-making tests, your performance will ultimately be judged by the actual
clients you assist throughout a demanding week of operations. In addition to
teaching leadership, performance coaching, and teamwork skills, this award-
winning training programme. You'll have a fresh understanding of the daily
responsibilities of shop team members as a result of the encounter.
Supply Chain Centers: Driver Development Program:
Want to obtain your CDL and drive? You could find the ideal car in the Supply Chain
Services Driver Development Program (DDP). You will have exposure to two
particular departments within our centres through this programme: delivery and
service and customer service. Additionally, we include guided driving time so you
may receive immediate feedback. But we don't stop there; as part of our efforts to
help you reach your full potential, DDP also includes weekly performance meetings
that give regular updates on the program's progress. Don't have access to the course
fees right now? You won't be hindered by that. We cover 100% of the upfront truck
driving school costs for qualifying applicants in the highly selective centres where
the programme is offered.
Stores: Optional Training Programs:
You will learn everything you need to know about our goods and equipment, as well
as our point-of-sale order system, Domino's Pulse, through a combination of online
classes and practical training. These supplemental training courses assist newly
hired team members at the store level in becoming proficient pizza makers, delivery
specialists, and customer support agents as soon as possible. For individuals who are
interested in becoming managers, there is also a specific training programme.
Stores: Franchise Management School:
Our Franchisee Management School was created especially to locate and train the
following set of franchisees if having a Domino's Store is your objective. The
programme includes a number of online training courses and in-person training
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sessions that cover a wide range of topics, including how to create a business plan
and transitioning from being an operator to an owner.
Educational Assistance:
Want to expand your horizons without going broke? You can get ready for even
greater and better things if you work for us for one year as a full-time corporate
team member who is qualified for benefits. Our Educational Assistance Program
allows eligible corporate team members to apply for partial reimbursement of
their costs for educational courses that will further their careers, if approved.
Career Development In Mac Donald's:

With the backing of five influential members of the industry, Mac Donald's has
started a campaign to offer career advice to restaurant staff. The campaign aims to
raise awareness for education, career-advising services, matching restaurant staff
with leaders in their fields to observe them in action, and emphasising how skills
acquired at McDonald's restaurants can be applied to staff members' ideal careers.
Where You Want To Be:

The Where You Want To Be initiative by McDonald's assists restaurant staff in
making the connections between the skills they acquire at work and the education,
financial aid for tuition, and career resources available to advance in their career
journey, whether at McDonald's or elsewhere.
According to a McDonald's study, the top areas that McDonald's restaurant
employees desire to work in include the arts and entertainment, technology,
entrepreneurship, healthcare, and restaurant/food service. These industries are the
basis for this campaign.
McDonald's wishes to provide the professional resources available to restaurant
staff members through the company's career advice programme, Archways to
Opportunity, through Where You Want To Be. In order to provide employees with
a once-in-a-lifetime opportunity to directly learn about their future, McDonald's
has leveraged the five designated industries to cooperate with five influencers in
each industry. The choice of career. The key players in this are:
l Technology: Tyler Oakley, a former employee of McDonald's and a
creator of digital content
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l James Lutcher, an author and entrepreneur, discusses entrepreneurship.

l Restaurant/Foodservices: Community of McDonald's Owner/Operators
l Healthcare: Board-certified dermatologist and dermatologic surgeon, Dr.
Meena Singh Restaurant
l The chief people officer at McDonald's in the United States, Melissa Kersey,
claims that this campaign began by listening to the staff.
We continue to strengthen our position as America's Best First Job by matching the
educational resources and career-advising services that restaurant employees need to
achieve their goals. We are dedicated to assisting everyone who comes to work with
us or our independent franchisees in seeing the possibility of their own potential
through this campaign and our continued education investments.
Archways to Opportunity:
The Archways to Opportunity education programme, which offers staff members the
chance to earn a high school diploma, receive college tuition assistance, utilise free
education advising services, and learn English as a second language, is highlighted in
McDonald's Where You Want To Be campaign as one of the resources for building a
career. Since the program's inception in 2015, it has helped more than 33,000 people
get access to higher education and provided more than $42 million in grants for high
school and college tuition.
Through its partnership with Council for Adult and Experiential Learning (CAEL),
McDonald's seeks to assist staff members in achieving long-term professional
success. Dr. Marie Cini, president of the Council for Adult and Experiential
Learning, said, "We are thrilled to be moving our cooperation to the next level. The
emphasis McDonald's is placing on restaurant employees, their education, and their
future employability coincides perfectly with our goal.
It can be challenging for a young worker to think about the future, but services like
these can be a huge help for young people who may not be aware of the range of
career options available to them and who need assistance planning how to develop
their skills, education, and interests in order to be set in a particular direction. ready
for success McDonald's is giving restaurant workers a significant advantage in their
quest to create the futures they desire with this new service.
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A Commitment to education opportunities:

McDonald's ongoing dedication to providing opportunities for education and career
progression is consistent with Where You Want To Be.
Through training, employment possibilities, and educational initiatives, the
McDonald's project Youth Opportunity, in collaboration with the International Youth
Foundation, has a global goal to lower obstacles to employment for two million
young people by 2025.
Additionally, McDonald's increased the number of recipients of their HACER
National Scholarship from five to thirty, giving more Hispanic students the
opportunity to earn a college degree. The chance to receive up to $100,000 in
scholarships is available to those who apply.
In order to promote historically black colleges and universities (HBCU),
McDonald's and the Thurgood Marshall Scholarship Fund have also partnered to
fund four $10,000 "True to the HBCU" scholarships.
Fulfill your potential at McDobald's:
McDonald's is renowned for its commitment to inclusion and diversity. This
multinational corporation that is dedicated to making a difference offers a variety of
options. Today, look for job openings with this top employer and submit your
application.
Career Development Programs In Mac Donald's:

l Expert Delivery Rider.
l Trainee Restaurant Operations Floor Manager.
l Restaurant operations trainee manager.
l Guest Experience Leader
l Senior Manager - Regional/Retail Marketing
l Fast Track Restaurant Manager
l Deputy General Manager - Supply Chain Management
HOTEL SHREE PANJURLLI:

Panjurlli A family restaurant called Hotel Panjurlli is situated in the center of
Dharwad-Hubli. They built a hotel with a bar and a swimming pool in Hubli. A 4.2
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overall guest review rating and an outdoor pool.

The Panjurlli Hotel's restaurant serves guests some of the finest cuisines in the city
and boasts one of the city's most exquisite menus. In addition to enjoying the meal,
customers can unwind at the restaurant.
1. Manger Manage The Hotel:-
l The manager must be multifaceted.
l They must be willing to take risks.
l They must get along well with the staff.
l They must use the best tactics to draw in customers.
l They must be outstanding communicators.
l They need to encourage and show appreciation to the workers.
2. If a customer behaves rudely in a Hotel:-
l Managers must be able to comprehend client problems
l They must maintain composure; they must act swiftly
l They must not take it personally
l They must listen and ascertain the true problem
l They must talk slowly and softly.
3. What is the most challenging thing in Hotel:-
l Responsibility
l Expectations, and
l Achieving company objectives.
Career Development In Panjurlli Hotel :-
Career planning and career growth go hand in hand. It is a crucial part of managing
human resources. Career advances in the hotel industry are focused on:
l How people manage their careers within the hotel system.
l The way hotels set up their staff employees' careers.
From a human standpoint, career development is concerned with how people view
and lead their own professions in terms of their goals, values, and beliefs from others.
It is also concerned with how people manage their careers.
The industry setting essentially presents labour market and structural opportunities,
but a variety of human decisions, opportunities, and limits distinguish one person's
career from another.
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We can argue that because careers are a combination of individual choice and
organizational structure, personal and organizational career planning both share
responsibility for career development. Joint accountability is often regarded as the
most effective strategy for successful career development. Personal professional
ambitions and hotel demands can be taken into consideration together. As people are
less likely to work for a single hotel their entire working careers, this practice is in
accordance with modern workplace practices.
Career and their relationship with talent management In Panjurlli Hotel:-
Even though the hotel industry has produced a lot of studies on the subject of talent
management, little is known about the connection between talent management and
careers. Beyond the acknowledgment that the departure of skilled people is a serious
concern for the industry, there is a dearth of talent management conversation in the
tourism sector. Talent management in the hospitality industry is primarily limited to
debates on talent management practices and activities. The discussion generally
focuses on attracting, choosing, developing, and keeping talented people.
This is not shocking because an organization's ability to survive depends on the
presence of talent. A key factor in deciding whether an organization is successful is
how well its talent is utilized. In a field that depends on people, talent is everything.
Hotels are nevertheless forced to function in a setting that is frequently unpredictably
changing seasonally quickly. Industry-specific obstacles include a lack of qualified
candidates for leadership roles, a lack of trained workers, and a bad reputation as an
employer that makes it difficult to attract new talent. Regarding labor turnover,
depending too much on temporary and/or migratory workers might be problematic.
In essence, managing and cultivating talent in hotels is constrained by the hospitality
sector High levels of mobility, short-term employment agreements, the employment
of many low- or semi-skilled workers, and issues with hiring and retaining staff all
have an effect. Career advancement is now prioritised in relation to talent
management. Career management procedures could be created with employees'
career development in mind as well as organisational requirements. In essence, this
broadens the usual requirement of talent management to take into account how
individuals will benefit and be better able to plan and manage their careers. Although
talent management is frequently used by human resource departments of
organizations to support organizational goals for the recruitment, retention, and
development of essential employees, it is important to keep in mind that people join
organizations to advance their own careers. As a result, the notion that talent
management is limited to organizational human resource practices is disputed.
100
Encourage talent management to take individual employees' objectives,

requirements, and preferences into account as well as their career progression. The
relationship between talent management and careers is built on the basis of
organizational human resource present and future demands as well as employee
experiences and aspirations for their own personal career development.
Tips for Career developments:-
1. Find your niche specialization and master it:-
The hotel industry is incredibly diverse, with a wide range of subcategories and
specialized areas, each with its own distinct set of talents. You might save a lot of
time by focusing on a specific area of interest.
2. A simple change of scenery could transform your life:-
Being a small fish in a big pond can be advantageous in the hotel industry, so
seize any chance to go abroad or to a larger location where you could be more
likely to make an impression.
3. Teach yourself social media skills:-
The hotel sector has already been transformed by mobile technologies, from
smartphone check-ins to digital concierges. Leaders in the industry are utilizing
social media and applications.
4. Consider enrolling in further study:-
There are several ways to enter the hotel management field, and education is one
of them. Many recent graduates decide to continue their education in order to gain
employment and specialize in a certain area of hotels. You can look for the top
bachelor's, MSc, D.HTM, and Ph.D. degrees in hospitality if that sounds like
something you would be interested.
5. Become a People's Leader:-
You will be expected to lead rather than be a boss as a hotel manager. You will
always be working with and for people, regardless of the area of hotel
management you pick. It is preferable to cultivate a likable yet powerful
personality that aids in getting work done.
6. Learn from the right set of people:-
There is no doubt that a corporation has the power to shape or break both your
personality and your career. This is why joining the proper group of individuals
who share your interests inspires you to do better.
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7. Understand the Customer's Mindset:-

Learn to work for people once you have mastered working with them. After all, as a
hotel manager, giving the finest customer experience should always be your first
concern. You must comprehend customer psychology and human behavior in order
to accomplish this.
COMPARE THE VARIOUS COMPANIES CAREER
DEVELOPMENT PROGRAMS AND OUTCOMES:
Hotel Career Development Programs Out comes
Names
Panjurlli • Programs for developing • Globalization, the need for
Hotel functional skills in housing leadership, knowledge of emerging
• Programs for behavioral and technologies, and high
attitude training performance work systems
Dominos • Corporate (leadership • Future strategic leaders,

development for international DPZ technology, effective
operations)GOLD performance, teamwork, and
• Pizza prep school, Supply performance upkeep
chain centres: Driver development
programme, Information Technology
rotation programme, Optional
training programme
Mac • Campaign for where you want • Globalization, extensive

Donalds to be networking, long-term career
• Pathways to opportunity success, career advancement, and
• Senior manager to trainee goodwill
floor manager (Restaurant operations)
FINDINGS:
1. After talking with the managers, we discovered that there are more
opportunities for career advancement for employees in the food business; all
they need to do is maintain positive client relations.
2. We discovered that the food business has adapted to the employees' need for
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leadership development abilities and teamwork.

3. Through this project, we learned that one needs to be adaptable enough to
advance in their job as a person.
SUGGESTIONS:
1. The sector ought to improve career development tools more.
2. By providing for flexible work schedules, the sector should put more emphasis
on improving job satisfaction among employees.
CONCLUSION:
The purpose of the study was to examine the career development training and
programs in the specified organizations and their relationship with career growth of
the employees in the organizations. Research has shown that training and
development programs have played vital role in changing employee career
positively. The findings indicate that how employees should perceive the training
and career development. Employees need to have positive client relations, and
should possess leadership and teamwork qualities to climb the ladder of career and
first and foremost thing to be adaptable enough to advance in their career.
Though career planning is labor-intensive, there is no greater satisfaction than
earning a living doing what you enjoy. Enjoy the process because it will be a constant
throughout your professional career. Most of us will need to make multiple
adjustments to our professional career path during our lifetimes because change is a
constant. Your success in the future will undoubtedly be aided by the talents you
acquire today.
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11. Inkson, K.(2008). Are humans resources? Career development international,
13(3), 270-279.
104
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ISSN : 2249-569X

Chief Patron : Editor in Chief : Associate Editor :

A COMPARATIVE STUDY BETWEEN THE PUBLIC'S INTEREST IN

A STUDY ON RURAL CONSUMER BEHAVIOUR

INFLUENCE OF TECHNOLOGY ON FAMILY BUSINESS IN INDIA

ROLE OF FINANCIAL INCLUSION AND

FACTORS INFLUENCING CUSTOMER PREFERENCE

A STUDY ON FINANCIAL LITERACY AMONG YOUTHS

VIRTUAL DIGITAL ASSETS IN INDIA- A CONCEPTUAL STUDY

FACTORS INFLUENCING SUSTAINABLE LIVELIHOOD

A STUDY OF CAREER PLANNING AND DEVELOPMENT

KAIZEN EDUPLUS SOCIETY’S

Chief Patron Dr. Charantimath N. A.

Associate Editor Dr. Praveen B. Patil

Editorial Team Dr. Poornima M. Charantimath

IEMS has achieved a remarkable progress in

In our progressive Endeavour IEMS brings out biannual IEMS Journal of

My compliments to the Team IEMS.

Dear Researchers, Authors, Reviewers, and Readers,

Season's Greetings from IEMS, Hubballi...

We are very much delighted to present the Tenth volume of

A STUDY ON RURAL CONSUMER BEHAVIOUR

INFLUENCE OF TECHNOLOGY ON FAMILY BUSINESS IN INDIA

ROLE OF FINANCIAL INCLUSION AND

FACTORS INFLUENCING CUSTOMER PREFERENCE

A STUDY ON FINANCIAL LITERACY AMONG YOUTHS

VIRTUAL DIGITAL ASSETS IN INDIA- A CONCEPTUAL STUDY

FACTORS INFLUENCING SUSTAINABLE LIVELIHOOD

A STUDY OF CAREER PLANNING AND DEVELOPMENT

A COMPARATIVE STUDY BETWEEN THE PUBLIC'S

OBJECTIVES OF THE STUDY

LIMITATIONS OF THE STUDY

TABLE-2 SHOWING THE DURATION OF WATCHING OTT

S. No Hours % of the Respondents

TABLE-3 REASONS TO PREFER OTT OVER THEATRES

S. No Reasons % of the Respondents

TABLE-4 SHOWING DO PEOPLE FEEL THAT WATCHING MOVIE

OTT’s Growth During

TABLE-5 RESPONDENTS' MEDIA PREFERENCE TO WATCH MOVIES

S. No Reasons % of the Respondents

CHART-2 SHOWING MEDIA PREFERENCE WHEN A MOVIE

TABLE-6 SHOWING WATCHING CONTENT

S. No Particulars % of the Respondents

2 Not Cheaper 35.71%

CHART-3 SHOWING WATCHING CONTENT ON OTT IS CHEAPER

TABLE-7(a) SHOWING RESPONDENTS SATISFACTION

S. No Particulars % of the Respondents

1 Highly Satisfied 48.57%

Source: Primary data, 2022

TABLE-7(b) SHOWING RESPONDENTS SATISFACTION LEVEL OF

S. No Particulars % of the Respondents

1 Highly Satisfied 12.86%

Source: Primary data, 2022

CHART-4 SHOWING THE RESPONDENTS' SATISFACTION LEVEL

FINDINGS AND SUGGESTIONS

6. Sundaravel, E., &Elangovan, N. (2020). Emergence and future of Over-the-

A STUDY ON RURAL CONSUMER BEHAVIOUR

The rural revolution is driven by rising purchasing power, changing consumption

marketer who wants to establish it in India cannot follow a uniform marketing.

Consumer durables involve any type of product purchased by consumers that is

of purchase of set-top box by rural consumer which is 16.4% followed by urban

Hypothesis of the Study