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Volume 3, Number 1, January – March’ 2014 ISSN (P):22!"0!, (#):22!"0!$%

FACTORS INFLUENCING THE CUSTOMERS’ SATISFACTION AT COMMERCIAL BANKS:

AN ANALYTICAL STUDY

P. Rajendran1 Dr. M. Sed I!ra"#$%

ABSTRACT

The banking industry like many other financial services industries is facing a rapidly changing market, new technologies,economic uncertainties, fierce competition, and especially more demanding customers; and the changing climate has presentedan unprecedented set of challenges. Customer service is one integral part of any facet of banking and it defines future of any

banking organization. In banking sector, the whole range of activity and generation of income swivels around the customer. Itis necessary to identify the key success factors in the banking industry, in terms of customer satisfaction with the help of important factors viz. keeping assurance, reliability, responsiveness, physical facilities and empathy, keeping in view theincreasing market size and intense competition. This present study on factors influencing the customer satisfaction of commercial banks in Tamil Nadu. !"#$%&' scale was used to determine customer satisfaction. The results revealed that("esponsiveness( was the main dimension governing customer satisfaction of Commercial )anks in "amanathapuram district,Tamil Nadu.

KEY&ORDS

C'()*$er Sa)#(+a,)#*n- SER/UAL- A(('ran,e- Re0#a!#0#)- Re(*n(#2ene((- P"(#,a0 Fa,#0#)#e(- E$a)" e),.

INTRODUCTION

)usiness firms realize that marketing is a core element of management philosophy and key to its success lies in focusing more andmore on the customers. The customer decides where the firm is hedging. Thus, the main challenge before the marketers is toidentify what would appeal and convince the customer and ensure that customers need, want and demands are satisfied. Todaycustomer looks out value for money, therefore marketers are trying to enhance the concept or value through uni*ue deliverymethods. They realize that product services, characteristics, customer+s aspirations, perceptions and the availability of competingalternatives can be used to check customer satisfaction.

&ll the services and facilities provided by the commercial banks play important role for measuring the level of the customer satisfaction and *uality of services. In this research, researcher has tried to investigate the epectation and perception of thecustomer of tate )ank of India, who avail the services of commercial banks by using the services *uality model. The wholestudy is carried out using !"#$%&' based on the five dimension viz., assurance, reliability, responsiveness, physical facilitiesand empathy.

RELATED REVIEWS

To study the customer satisfaction in commercial banks researcher works undertaken by eminent persons in the area of modernservices, the factors, which influence the customers+ satisfaction, to deliver superior *uality of service, have been reviewed to testthe validity of the research. Critical success factor method is used to identify those factors that are critical to a pro-ect and need to

be addressed in order to achieve some level of success "ockart, /0102. 3rom the early development of the concept the C3method, the I implementers have identified specific C34 Information systems eecutives 5oon and 6agner, 788/2; Total*uality management ilaa and !brahimpourb, 78892; I domsizing %do and :ick, /0012; re*uirements gathering avelka and'ee, 78872; soft ware maintenance need and )rossler, 78892; decision support systems &verweg and !rwin, /0002 and clientrelationship management Croteau and 'i, 78892. In the case of commercial banks, the C3s have been identified with the help of

previous studies <hang et al., 7889; !id et al., 7887; &llen et al., 78872; Teo and &ng /0002; 5oon and 6agner 788/2; 6ali etal., 78892; =usof and &spinwall 78882.

STATEMENT OF THE PROBLEM

The customers of the service sector especially in the banking industry have become more educated and they epect standardservices and superior *uality, which would lead to their delight. They epect not only core and value added services from the

banks but also personalized services. Though the epected services to serve this purpose of customer satisfaction, it seems many banks are not implementing it properly. Therefore a study on the factors influencing the customer satisfaction in the banking

1&ssistant 5rofessor, >epartment of Commerce, &.5..&. College, Tamil Nadu, India, ra-esh.p.pmk?gmail.com

2&ssistant 5rofessor, 5ost @raduate and "esearch >epartment of Commerce, @overnment &rts College &utonomous2, Tamil

Nadu, India, syedibrahimABB?yahoo.co.in

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./ 5 a g e

mailto:[email protected]











industry is needed to eplore the keeping assurance, reliability, responsiveness, physical facilities and empathy, keeping in viewin the banking industry, these aspects have not been eplored so far in the >istrict of "amanathapuram. ence, the present studyis making an attempt in this direction to solve the stated problems.OBJECTIVES OF THE STUDY

The present investigation has the following ob-ectives4

•

The study on factors influencing the customer satisfaction of commercial banks in Tamil Nadu• To eamine the role of customers in the assessment of service *uality in Commercial banks at "amanathapuram

>istrict, Tamil Nadu.

• To know the customer satisfaction D dissatisfaction which is directly related on epected and actual service

*uality eperienced in bank.

RESEARCH METHODOLOGY

In the present study, the analytical type research designs have been administered. The study is based on primary and secondarydata. 5rimary data has been calculated from persons having account of Commercial )anks in "amanathapuram district by fillingup wellEstructured *uestionnaire and through personal meeting with customer. econdary data was collected from website of commercial banks magazine and -ournals.

Sampling Pr!"#$r"

In total, there are BF branches of Commercial )anks in the district G. 3rom each branch, five customers are identified with the helpof the bank managers as the sample of the study. Hut of the 97F sample customers, only 98F were responded fully and returnedthe filled *uestionnaire. Thus, a total of 98F customers are the real sample of the present study. The applied sampling techni*ue of the present study is convenienceEsampling method has been used for sampling procedures.

FACTORS OF SERVICES %UALITY

The factors of customer satisfaction of services *uality was originally introduced by 5arasuramn #alerie <iethaml and 'eonard berry in /00F in the arc of service *uality. !"#$%&' was developed based on the view of the customer+s assessment. Thisassessment was conceptualized as a gap between customer+s epectations by way of !"#$%&' from a class of service

providers and their evaluation of the performance of a particulars service provider. !"#$%&' are widely used in variety of studies that include public services, higher education, hotel, banking, consulting, tourism, marketing, and hospital andtelecommunication industry.

P&'(i!al Fa!ili)i"(

5hysical facilities refers representing service physically+. In it modern looking e*uipment visually appealing physical facilities,goods and lucrative form of pamphlets D proformas D statements are involved. The customers to evaluate the *uality of service useall these physical facilities.

R"lia*ili)'

"eliability means delivering of promises+. "eliability can be defined as the ability to perform the promised services accuratelyand timely. Customers want to do business with these consumers who keep their promises, especially promises about their coreservices.

R"(pn(i+"n"((

"esponsiveness means willing to help the customers+. "esponsiveness can be defined as employees willing to help the customers

and giving the services promptly and within time. This dimension emphasize on attentiveness and promptness in dealing withcustomers re*uest, *uestion complains and problems.

A(($ran!"

&ssurance means inspiring trust and confidence+. &ssurance can be defined as employee+s knowledge of the firm if employeeshave capacity to inspire trust and confidence to the customers. Customers want to do transaction if they feel safe.

Empa)&'

!mpathy means treating individually+. !mpathy can be defined as the casing individualized attention the firm provides itscustomers. !mployees should understand the specific needs of their customers.

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.7 5 a g e




RESULTS AND DISCUSSION

TableE/ presents the overall satisfaction D dissatisfaction of the customers towards Commercial )anks, &manathapuram district.

Ta!0e31: C'()*$er Sa)#(+a,)#*n 4 D#((a)#(+a,)#*n

S. N*. Sa)#(+a,)#*n 4 D#((a)#(+a,)#*n Re(*nden)( Per,en)a5e

/ atisfied with the transacting bank J9 71.77

7 >issatisfied with the transacting bank 777 17.1J

T*)a0 678 177

S*'r,e(4 5rimary >ata

The above table clearly indicates that most of the respondents 17.1J per cent2 were dissatisfied with the services offered by their transacting bank and a few 71.77 per cent2 respondents only were satisfied with the said banks services.

Ta!0e3%: Ser2#,e /'a0#) A((e(($en) *+ Sa)#(+#ed C'()*$er(

S.N*

.

Ser2#,e( /'a0#) D#$en(#*n E9e,)ed ;< A,)'a0 ;<

/ 5hysical facility 11.1/ 90.1F

7 "eliability J8.17 GJ./0

9 "esponsiveness J8.7G GB.7B

G &ssurance 11.9G F/.97

F !mpathy 11.9G GG.B/


The above table despites that most of the respondents J8.17 per cent2 were satisfied with the services offered by the bank viewedtheir epected service *uality from an !cellent+ bank based on reliability of bank+s staff. owever, perception of actual servicein the transacting bank was very low GJ./0 per cent2.

imilarly, the percentage of satisfied respondents who assessed other dimensions of epected and actual service *ualities wereJ8.7G per cent and GB.7B per cent towards responsiveness, 11.1/ and 90.1F per cent towards physical facilities, 11.9G per cent and

F/.97 per cent towards assurance, 11.9G per cent and GG.J/ per cent towards empathy, respectively.

Ta!0e36: Ser2#,e( /'a0#) A((e(($en) *+ D#((a)#(+#ed C'()*$er(

S.N*. Ser2#,e( /'a0#) D#$en(#*n E9e,)ed ;< A,)'a0 ;<

/ 5hysical facility J8.8B FG.F

7 "eliability JG.79 B9.BB

9 "esponsiveness JJ.91 B/.J

G &ssurance JF.G8 BG.8F

F !mpathy JG.8F F0.J/


6hile most of the dissatisfied customers, JJ.91 per cent attributed responsiveness as the main dimension of services *ualityepected from bank, the corresponding response in the same dimension as perceived by the customers through this actual

eperience in the transacting bank was much lower B/.J8 per cent.

imilarly, the epected and actual services *ualities assessed by the aboveEdissatisfied customers on other dimension were JF.G8 per cent and BG.8F per cent towards assurance, JG.79 per cent and B9.BB per cent towards reliability, JG.8F per cent and F0.J/ per cent towards empathy, J8.8B per cent and FG.F8 per cent towards physical facilities respectively.

The above given table analyses proves that, while making an assessment of customer+s response with regards to hisDher overallsatisfaction or dissatisfaction with the transacting bank+s services, it was found that most of the customers 1J.1J per cent weredissatisfied, while only 71.7/ per cent customers were satisfied. The interpretation was based on the services *uality assessmentmade by both dissatisfied and satisfied customers. Customers who were dissatisfied considered the responsiveness dimension of services *uality to the more important than other dimension. owever, on all the dimension of the services *uality the transacting

bank was perceived to be poor than the corresponding service offered by the bank.





CONCLUSION

3inally, the present research paper concludes that the overall satisfaction or dissatisfaction of customers with regards of epectedand actual services *uality have been analyzed and epressed dissatisfaction with the services offered by the bank. Thedissatisfied customers attributed responsiveness dimension of service *uality as the ma-or lacuna with the transacting bank.&mong the satisfied customers too, there eisted a disparity between the epected and actual service *uality eperienced at the

transacting bank. These customers suggested that the bank is yet to instill confidence among the customers that it has the ability to provide ecellent services dependably and accurately.

REFERENCES

/. Chandra hekhar =. KIndian banking challenging aheadL Chartered financial analyst.

7. Christopher lovelock, Kervices MarketingL Gth edition 5earson education publishing.

9. Croteau, &.M and 'i, 5 78892, KC3s of C"M Technological InitiativesL, Canadian ournal of &dministrativeciences, #ol.78 No./, pp.7/E9G.

G. :han M. =. 788/2, K3inancial ervicesL Tata Mc@rawEill publishing.

F. :otler 5. and &rmstrong @. /00/2 K5rincipal of marketingL !nglewood liffs New ersay 5rentice hall.

B. 5arasuraman, &., <eithaml, #.& and )erry, '. ' /00G2, KMeasurement of !pectations as a comparison standard inMeasuring ervice $uality4 Implications for future research,L ournal of marketing, #ol.FJ, No.B, pp.///E/7G.

1. 5oon, 5 and 6agner, C 788/2, KC3s "evisited4 uccess and 3ailure Cases of Information ystems for enior !ecutivesL, >ecision upportOystems, #ol.98 No.G, pp.909EG/J.

J. "ockart, .3. /0102, KChief !ecutives >efine Their Hwn >ata NeedsL, arvard )usiness "eview, #ol. J8 No.7, pp./8/E/81.

0. ilaa, I and !brahimpourb, M 78892, K!amination and Comparison of the Critical 3actors of Total $ualityManagement &cross CountriesL, International ournal of 5roduction "esearch, #ol.G/ No.7, pp. 79FE7BJ.

/8. Teo, T... and &ng, ..:. /0002, KC3s in the &lignment of I plans with )usiness 5lansL, International ournal of Information Management, #ol./0 No.7.

//. Teo, T... and &ng, ..:. /0002, KC3s in the &lignment of I plans with )usiness 5lansL, International ournal of Information Management, #ol./0 No.7, pp./19E/JF.

/7. %do, @. and :ick, ".C /0012, KThe >eterminants of C3s of Information ystems >ownsizingL, !uropean ournal of Information ystems, #ol.B No./, pp.7/JE79/.

/9. #alarie & <eithamal and Mary o. )itner, Kservices marketingL, 9rd edit ion Tata Mc@rawEill 5ublishing.

/G. 6ali, &. &., >eshmukh, .@., and @upta, &.> 78892, KCritical uccess 3actors of T$M4 & elect tudy of IndianorganizationL, 5roduction 5lanning and Control, #ol./G No./, pp. 9E/G.

/F. =usof, .M. and &spinwall, !.M 788892, KCritical uccess 3actors in mall and Medium !nterprises4 urvey "esults4Total $uality Management, #ol.// No.G P F, pp. GGJEGB7.

/B. <hang, '., 'ee, M.:.H, <hang, <., and )aner-ee, 5 78892, KCritical uccess 3actors of !nterprise "esource 5lanningImplementation uccession in ChinaL, 5roceedings of the 9B th awaii International Conference on ystem ciences,awaii, p.G8.

/1. w w w. commercialbanks . fac t or s . c o m

1$ www.commercialbanks.c o m

=====

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http://www.commercialbanks.com/

http://www.commercialbanks.com/




IMPACT OF TELEISION ADERTISEMENT ON CONSUMERS’ PERCEPTIONAND ATTITUDE IN LUCKNO&: AN EMPIRICAL STUDY

Pree)# Sr#2a()a2a6 Ra$an K'$ar>

ABSTRACT

The role of advertising is very crucial. )esides the ob-ective of informing, the television commercial advertisements are doinga lot more for every company. This paper aims at identifying the impact and influence of such television commercial ads onconsumers+ minds and knowing the pre and post consumers+ attitude for a product advertised on television. The study also triesto know whether any change occurs in consumers+ attitude or not before and after the advisement of any product andunderstand the reason behind such change in consumer+s attitude for any product. The study will also try to understand thegender based socioEdemographic impact of television ads.

KEY&ORDS

Te0e2#(#*n Ad(- Brand#n5- C*n('$er’( A))#)'de- Per,e)#*n e),.

INTRODUCTION

!very piece of information is a powerful weapon. >eveloping good image and forming positive attitude in the minds of consumers re*uire the finest -ob of marketers. &fter enormous efforts and creativity, any marketer manages to produce thedesirable marketing information, which the target customers like, admire and accept. &ttitude might change because of information and its reliability. owever the ob-ectivity of information often eists and hence it might put people in fi.

Nevertheless, with the development of marketing efforts and acceptance of several new products shown in television commercialadvertisements, it witnesses the attainment of ob-ective of television commercials. Television advertisement has changed theworld significantly in very less time. The traditional advertisement used to aiming at creating awareness and giving informationfor a particular good or service. Initially, advertisements in the forms of outdoor or print media were used by government in Indiato provide information and to educate people for some important reasons or issues. The time passed and companies started using

T# as a platform to inform about products to customers. :nowing the increased influence of advertising in the target audience,marketers have started using it as an effective marketing tool for creating and controlling for brand positioning and cateringmarket.

REVIEW OF LITERATURE

Theories thrive as to the most effective strategy for creating a T# commercial. It epitomizes how, where and how often to place a brand in the ad frame. ome suggest using small, nonintrusive instances, while others recommend the hardEsell approach.&ccording to ulia anna, companies and advertisers pay millions of dollars to show T# ads that, by some estimates, more than athird of viewers skip over with channels or tuning out altogether. Therefore, it becomes important to know the impact of T# ads.

The previous researches divulge that advertising has gone through many phases since the first transmission of T# ads in India.3rom the simplest T# ads for educating and creating awareness to the most innovative ones we watch today, which are designedfor changing attitude and perception of consumers. owever, few researches go against this fact. >ecades back, productionEoriented the first era, was seen as a means to selling products by pumping in huge volumes into the market place. &s a result,demand eceeded supply; hence, there was no need to advertise products olt, >, /0J92.

The situation has changed from time to time. The orientation of companies has also changed as per the situation. Marketingorientation has been very successful for companies across the field. ) professor Thales . Teieira says that there is already

3&ssistant 5rofessor, >epartment of M)&, herwood College of !ngineering "esearch and Technology, %ttar 5radesh, India,

srivastava.preeti9B0?gmail.com

4&ssistant 5rofessor, >epartment of M)&, herwood College of !ngineering "esearch and Technology, %ttar 5radesh, India,

raman.kr7G?gmail.com

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.F 5 a g e








some evidence of pulsing in ads, because the awardEwinning QThe appiness 3actoryQ for CocaECola, and many other adsincluding automobile commercials briefly show the brand logo of a car from various angles as it manoeuvre a winding road.

These researches and several others depict that companies have been trying new techni*ues and eliminating old ones if necessaryto lure customers. !vidently, they have been successful also. The marketers have broadened the arena and horizon of allorientations beyond the traditional concepts and theories. Television advertisement is created to not only educate people and

provide with information relating to product features and advantages but aims at giving very strong reason to customers. The

positioning is planned and designed to drive the urge of consumers as much as possible to create or stimulate the needs of consumers for no reason sometimes.

OBJECTIVES OF STUDY

• To understand the concept and ob-ective of Television ads or commercials.

• To identify the influence of Television ads or commercials on consumer+s perception and attitude.

• To find out the significant impact of factors of Television ads or commercials among Television ads viewers.

H'p)&"(i( , S)$#'

• 8/4 There is no significant difference on consumer+s perception and attitude with respect to socioEdemographical

factors of gender.

• 874 The Television ads or commercials do not have positive influence on consumer+s perception and attitude.


Re(*nden)( and Da)a C*00e,)#*n Me)"*d

"andom sampling collected data from /78 T# viewers in 'ucknow. The *uestionnaire, namely Consumer+s 5erception and&ttitude C5&2 scale along with demographical factors of the television viewers were administrated through survey. The C5&includes statements regarding // crucial factors on FEpoint likert scale. The data was collected from 'ucknow, %ttar 5radesh.

S)a)#()#,a0 Ana0(#(

To conclude the result of the study tatistical 5ackage for ocial ciences 52 78.8 and M !cel 7881 were used. The datawas first recorded and arranged in 5 version 78.8. &fter recording the information, analysis of the collected data was done on5 78.8 through the analytical tools like Cronbach alpha and 3actor &nalysis.

Pr*+#0e *+ Re(*nden)(

ample population revealed composition of respondents in 'ucknow as it comprised predominantly of females with FB.B1R.3emale respondents were found keen to share the information as they watch television in their leisure more fre*uently than men.owever due care was given to collect the data for the accomplishment of the ob-ective. The highest respondents B1.F8R belongto age group of 7/E98 followed by respondents of age group 9/EG8 and G/EF8. Thus the ma-ority of response 0/.18R was given byrespondents of age between 7/ to G8 years with ma-ority B1.F8R2 being in prime of their youth i.e. 7/ years O 98 years. G9.98Rrespondents were having a higher *ualification postEgraduates2 and G/.18R were graduate. /FR of respondents were either intermediate or doctoral.

Ta!0e31: De$*5ra"#,a0 Pr*+#0e *+ Re(*nden)(

ar#a!0e N'$!er *+ Re(*nden)( Per,en)a5e ;<

A5e

7/E98 J/ B1.F8R

9/EG8 70 7G.78R

G/EF8 /8 J.98R

Gender

Male F7 G9.99R

3emale BJ FB.B1R

Ed',a)#*n

Intermediate /F /7.F8R

@raduate F8 G/.18R

5ost @raduate F7 G9.98 R

>octoral 9 7.F8R

S*'r,e(4 &uthors Compilation

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Re0#a!#0#) Te()

To check the reliability of the information collected as a primary data from respondents of 'ucknow, Cronbach alpha was used. Itwas found from the reliability analysis that the Cronbach alpha value was 8.B8B Table F.G./2 for the Consumer+s perception andattitude C5&2 scale. The value wsa reliable and suitable as it eceeded the minimum *ualifying value. The researches supportedthat the Cronbach &lpha value greater than 8.B is acceptable for further analysis air et al., /00J2. Therefore, the data is valid for

further analysis.

Ta!0e31: Re0#a!#0#) *+ )"e S,a0e(

S,a0e Na$e Cr*n!a,"’( A0"a N*. *+ I)e$(

CM& 8.B8B //


RESULTS AND DISCUSSION

The result of the analysis as per the mean value and standard deviation is as under4

Ta!0e3%: O2era00 CMA (,*re

N Minimum Maimum Mean td. >eviationC5& /78 /.88 G.88 7.89 8.BF

#alid N listwise2 /78


The table shows that the respondents are satisfied with T# ads as the mean value of factors taken was found 7.89 on F point likertscale ranging one to five where / is highly satisfied and F is highly dissatisfied. This shows that they are happy about the variousfactors they have been asked for. This also depicts that all the factors together put a favourable impact on T# ads viewers.


The table shows favourable response of respondents for television ads as the mean values for gender and age are /.BG and /.G/respectively. ence, the conclusion can be drawn that television ads influence people irrespective of gender and age.

Ta!0e3>: A))#)'de and De$*5ra"#,(

ar#a!0e(Mean 2a0'e SD

Re$ar?(

H71<@ender

Male

3emale

7.81

7.88

8.BB

8.B9&ccepted


The findings on table B./.9 depicts that gender has not any significant difference in the perception and attitude of the televisionviewers i.e. both the males and females hold almost same opinion for television ads. Thus, hy*o&he-'- 8/ -&a&'n/ &ha& &here '- no

-'/n''can& +'erence be&een con-umer’- *erce*&'on an+ a&&'&u+e '&h re/ar+ &o -oc'o"+emo/ra*h'cal ac&or- o /en+er '- *ar&'ally acce*&e+

Fa,)*r Ana0(#(

To figure out the influence of television advertisements on consumer+s perception and attitude for any a product, factor analysiswas done with some considerably important factors for the study. &ll the factors were carefully observed and considered after having conversation with few respondents. The observed factors were first verified and :MH and )arlett+s test was applied to testthe reliability of the same. Table F showed 8.FJG as :MH result. ince the :MH statistic is greater than 8.F8 and therefore, factor analysis could be adopted for the collected data. owever, value 8.B is being considered as :MH statistic for this study.


Ta!0e36: O2era00 Gender and A5e (,*re

N Minimum Maimum Mean td. >eviation

@ender /78 /.88 G.88 /.BG 8.GJ7

&ge /78 / 9 /.G/ 8.BG7

#alid N listwise2 /78




Ta!0e38: KMO and Bar)0e))@( Te()

:aiserEMeyerEHlkin Measure of ampling &de*uacy .FJG

)artlett(s Test of phericity

&ppro. ChiE*uare /18.18J

>f FF

ig. .888


Ta!0e3: E0e2en ar#a!0e( R*)a)ed C*$*nen) Ma)r#9a

Component

/ 7 9 G

$uality ./07 .8BB .1BB E.799

&ssurance E.809 .8G0 .119 .797

ocial &cceptance .BB7 E.88B .890 ./G/

atisfaction .1G1 E./BJ .899 .8/B

Impulsive .BB8 .79F .801 E.89G

&ttributes .9BJ .//9 .F89 .9FG

%ni*ueness .7G7 E.//1 .7FB .F19

Trust P "eliability E.8FF ./J9 E.801 .J78Celebrity "esemblance E.81J .J87 .//7 ./G8

elf Confidence E.8B8 .1G9 .778 .8G/

&dvantages .799 .F10 E.77B E.81J

Note4!traction Method4 5rincipal Component &nalysis

"otation Method4 #arima with :aiser Normalization a. "otation converged in F iterations


>ata set was then sub-ected to another round of 5rincipal Component &nalysis and #arima rotation. Communalities for eight outof eleven variables were higher than 8.F &nneure I2 and rest three are close to 8.F. 3inal solution eplained F1.B7GR of totalvariance associated with the problem &nneure II2. The table B.7.7 shows that factor output comprised of four groups based oneleven variables. "elevant factor loadings for each variable indicated that all the variables were ade*uately eplained by derived

factors. 3actor output are also indicating specific forces driving consumer perception and attitude. The most contributing factor isatisfaction+ with loading value 8.1G1 along with ocial &cceptance+ 8.BB72 and Impulsive+ characteristic 8.BB82. Therespondents feel good and satisfied for those products, which are advertised on television because of high social acceptance andimpulsiveness. The other influencing factors grouped together for second category are Celebrity "esemblance+ and elfEConfidence+ with loading value 8.J87 and 8.1G9 respectively. This again shows that T# ads do have very good impact as they buy

products because of brand ambassador and celebrity who endorse the brand. The third group of factors which play an importantrole in changing consumer+s attitude and perception are $uality+ with 8.1BB and &ssurance+ with 8.119 loading values. Thus, the*uality claimed and assurance in terms of warrantee, replacement or other create positive urge and drive among customers. Thelast but most significant factor according to the analysis is Trust and "eliability+ with *uite impressive loading value 8.J78. This

proves that the T# ads do not only influence positively but also generate trust and reliability among T# ads viewers.

CONCLUSIONS

The study concludes with the notion that television ads are having satisfactory positive influence on consumers+ perception andattitude for several significant factors. Therefore, the hy*o&he-'- 02 -&a&'n/ &ha& 5he 5ele'-'on a+- or commerc'al- +o no& hae

*o-'&'e 'nluence on con-umer’- *erce*&'on an+ a&&'&u+e '- re6ec&e+ . The study also reveals that the T# ads or commercials are notonly generating satisfaction among consumer but also helpful in branding and creating consumer delight. This might even resultinto brand e*uity for a brand in long run.

LIMITATIONS OF STUDY

This research is crossEsectional in nature and results are horizontal to impact of time. It is also important to note that size of thesample is sufficient to overcome the statistical ob-ections but is still very small as compared to total population. &nother limitationof this study is that the results are based on all the T# ads irrespective of the time of ads and the T# channel news, music, movie,sports entertainment etc.2 on which they are aired as some different segments within it may demonstrate different re*uirementand preferences.

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.J 5 a g e




REFERENCES

/. air, oseph 3., "onald '. Tatham, "olph !. &nderson and 6illiam )lack /00J2, Multivariate >ata &nalysis. 'ondon45renticeEall International.

7. :otler, 5hilip, :ellar :evun 'ane, :oshy &braham P ha Mithileshwar Marketing ManagementE5rinciples inMarketing, /Gth edn. 5earson 5ublication New >elhi.

9. 'oudon, '., >avid and )itta, >. . &lbert4 Consumer )ehaviour, Tata Mc@rawEill, New >elhi, 3ourth !dition, 78/8.

G. 6attenberg, M.5. and C.'. )rians /0002, KNegative Campaign &dvertising4 >emobilizer or Mobilizer,Q &merican5olitical cience "eview, 09G2, pp. J0/EJ00.

F. 3reedman, 5. and :. @oldstein /0002, Measuring Media !posure and the !Aects of Negative Campaign &ds,Q&merican ournal of 5olitical cience, G9G2, pp. //J0E/78J.

B. @arrett, ". . and '. 5. 6hitaker 78812, Coordinated 5arty !penditures in 3ederal !lections4 &n Hverview,QCongressional "esearch ervice, The 'ibrary of Congress, Hrder Code "77BGG.

1. @erber, &. /00J2, !stimating the !Aect of Campaign pending on enate !lection Hutcomes %sing Instrumental#ariables,Q &merican 5olitical cience "eview, 0772, page G8/.

J. @erber, &., . @. @impel, >. 5. @reen, and >. ". haw 78//2, ow 'arge and 'ongElasting &re the 5ersuasive !Aectsof Televised Campaign &dsS "esults from a "andomized 3ield !periment,Q &merican 5olitical cience "eview,

/8F/2, pp. /9FE/F8.

0. @erber, &. 788G2, >oes Campaign pending 6orkS4 3ield !periments 5rovide !vidence and uggest New Theory,Q&merican )ehavioral cientist, G1F2, pp. FG/EF1G.

/8. )lackwell, ". >., Miniard, 5, 6., and !ngel, . 3. Customer behaviour, 788F, pp. B0E00.

//. )lattberg, @. @., and ac*uelyn, . Th. Customer !*uity4 )uilding and Managing "elationships as #alued &ssets,)oston, arvard )usiness chool 5ress, 788/, p. 71G.

/7. )lattberg, ". C., and >eighton, . Manage Marketing by the Customer !*uity Test, arvard )usiness "eview, 1G G2,/00B, pp. /9BO/GG.

/9. &dams, 5. !. &r &tsiperka "eklama, "etrieved anuary /8, 78/G from4DDwww.verslas.banga.lt )lackwell, ". >.,Miniard, 5, 6., and !ngel, . 3. Customer behaviour, 788F, pp. B0E00.

/G. "eichheld, 3. 'oyaltyE)ased Management, arvard )usiness "eview, 1/ 72, /009, pp. BGO19.

/F. 6erner, "., :umar, #. The Impact of Customer "elationship Characteristics on 5rofitable 'ifetime >uration, U ournalof Marketing, 7889, pp. 11E00.

/B. enrianne anft /0JB2, QThe "ole of :nowledge in the !ffects of Television &dvertising on ChildrenQ, in N& E&dvances in Consumer "esearch #olume /9, eds. "ichard . 'utz, 5rovo, %T4 &ssociation for Consumer "esearch,

pages4 /G1E/F7.

/1. @oldberg, Marvin !., @erald . @orn and 6endy @ibson /01J2, T# Messages for nack and )reakfast 3oods4 >o TheyInfluence Children(s 5referencesS ournal of Consumer "esearch, F, 19EJ/

/J. "obertson, Thomas . and ohn ". "ossiter /01G2, Children and Commercial 5ersuasion4 &n &ttribution Theory

&nalysis. ournal of Consumer "esearch, /, /9E78

/0. http4DDhbswk.hbs.eduDitemDB977.html, accessed on anuary/F, 78/G

78. http4DDwww.neovistas.comDlearningzoneDattitudes.htm, accessed on anuary/F, 78/G

Anne9're31

Ta!0e3: C*$$'na0#)#e(

Initial !traction

$uality /.888 .BJ7

&ssurance /.888 .BB7


http://hbswk.hbs.edu/item/6322.html

http://www.neovistas.com/learningzone/attitudes.htm


http://hbswk.hbs.edu/item/6322.html





ocial &cceptance /.888 .GB8

atisfaction /.888 .FJ1

Impulsive /.888 .F87

&ttributes /.888 .F7B

%ni*ueness /.888 .GB1

Trust P "eliablity /.888 .1/0

Celebrity "esemblence /.888 .BJ/

elf Confidence /.888 .B8B&dvantages /.888 .GGB

N*)e: !traction Method4 5rincipal Component &nalysis

S*'r,e(: &uthors Compilation

Ta!0e3: T*)a0 ar#an,e E90a#ned

Component Initial !igenvalues !traction ums of *uared 'oadings

"otation ums of *uared 'oadings

Total R of #ariance

CumulativeR

Total R of #ariance

CumulativeR

Total R of #ariance

CumulativeR

/ 7.9/9 7/.87J 7/.87J 7.9/9 7/.87J 7/.87J /.19J /F.J87 /F.J87

7 /.BGG /G.0G7 9F.018 /.BGG /G.0G7 9F.018 /.BJ8 /F.71B 9/.81J

9 /.717 //.FBF G1.F9G /.717 //.FBF G1.F9G /.B9B /G.J1G GF.0F/

G /.//8 /8.808 F1.B7G /.//8 /8.808 F1.B7G /.7JG //.B19 F1.B7G

F .0// J.71J BF.087

B .JJJ J.819 19.01B1 .J71 1.F/G J/.G08

J .B1/ B./87 J1.F0/

0 .G00 G.FG8 07./97

/8 .GG8 G.88/ 0B./99

// .G7F 9.JB1 /88.888

N*)e: !traction Method4 5rincipal Component &nalysis S*'r,e(: &uthors Compilation

Ta!0e3: C*$*nen) Ma)r#9a

Component

/ 7 9 G

$uality .F/J E./80 E.9GB E.F97

&ssurance .F7F .8J9 E.B80 E.80Gocial &cceptance .GF7 E.9J9 .977 .81B

atisfaction .9J9 E.F19 .999 E.8/G

Impulsive .F/J E.78B .G/7 E./G9

&ttributes .B0G E.//F E./F1 .8JF

%ni*ueness .GF0 E./01 E./0G .G7G

Trust P "eliablity .7J1 .7FG E.8G1 .1FF

Celebrity "esemblence .G87 .B0J ./1B E.89J

elf Confidence .G/1 .B7J ./81 E./B/

&dvantages .78/ .99/ .F9J E.8JB

N*)e: !traction Method4 5rincipal Component &nalysis a. G components etracted.S*'r,e(: &uthors Compilation

=====

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./8 5 a g e




SERPERAL APPLICATION IN BANKING INDUSTRY

Dr. M. B"'2ane(ar#8

ABSTRACT

5erceived value is defined as Kthe consumer+s overall assessment of the utility of a product based on perceptions of what isreceived and what is givenL. 6ithin this definition, four diverse meanings of value were identified4 The various authorsclaimed, K6hat constitute value appears to be highly personal and idiosyncratic. In their studies, it is found that perceived*uality leads to perceived value, which leads to purchase intentions. Moderating variables of perceived value include

perceived sacrifice nonEmonetary price2, etrinsic attributes i.e., reputation of the productDservice2 and intrinsic attributesi.e., how the purchase makes you feel2.

The value perceptions are situational and hinge on the contet within which an evaluation -udgment occurs and it rests mostlyon the epectations of the customer from a product would vary not only across customers but also within the same customer over time4 K!ach customer represents a segment of oneEonce+. The problem discussed in an empirical way as how to measurethis perception and value of customers, which is a ma-or phenomenon for framing strategies, and loyalty programs in serviceindustries. 6ith a view to finding a way for this, the study was developed with the use of a multidimensional scale calledservperval scale. It is applied in the banking services sector and various related findings are presented.

KEY&ORDS

Ser2er2a0- Ban?#n5- Ser2#,e( Ind'()r e),.

INTRODUCTION

&ccording to <eithaml, perceived value is Kthe consumer+s overall assessment of the utility of a product based on perceptions of what is received and what is givenL and 5erception from the 'atin perceptio, percipio2 is the organization, identification andinterpretation of sensory information in order to represent and understand the environment. &ll perception involves signals inthe nervous system, which in turn result from physical stimulation of the sense organs. #alue is a mental estimation a personmakes and as a concept, it is employed across disciplines and paradigms covering such sub-ects as ocial 5sychology, ocialciences, !conomics, Management, Marketing, &ccounting and 3inance. In the arts, there are several streams of literature thathave influenced the recent thinking on value. The three recent key perspectives on value in the marketing field includes perceivedvalue, value of the customer to the firm, and creating and delivering customer value. /U It also refers to a preferential -udgmentand refer to a criteria by which such -udgments are made 7U In services value is defined as the worth of a specification or ob-ect,relative to an individual+s or organisation+s needs at a particular time, less the costs involved in obtaining those benefits. Customer value is customer+s perceived preference for and evaluation of the product attributes performance and conse*uences arising fromuse that facilitate or block achieving goals and purposes in the situation. /8U Customer #alue is market perceived *uality andad-usted for the relative price of the product. It is the customer+s opinion about the product or service with the competitors. //U

STATEMENT OF PROBLEM

#alue is a concept purely dependent on the perception of the people. It is easily generalized in the product marketing because the product is very much in hand and it can be identified and felt by the naked eyes. owever, the same is very difficult in servicesindustries, since there is no definite or solid tangible proof. Therefore, value construction is very much essential and crucial inservices marketing. To eliminate this problem marketers have identified various methods and strategies like customer relationship

5&ssistant 5rofessor, >epartment of M)&, industhan College of !ngineering and Technology, Tamil Nadu, India,

bhuvi.kannan?gmail.com

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.// 5 a g e







management, loyalty programs, value added services and various etensive promotion related measures. Nevertheless, even after all this whether their profit and customer satisfaction has increased or not is a great *uestion for which there is no answer.

The increasing trend of various offers by the marketers proves that there still eists the vagueness of how to satisfy the customer and make them loyal. It has been found from the empirical studies that perception and value play an important role in serviceofferings measurement. ere the problem arises as how to measure this perception and value of customers and which is the ma-or

phenomenon for framing strategies and loyalty programs. Hne such study is ervperval scale. It is a multidimensional scale,

which has 99 attributes related variables inclusive of seven different dimensions. This scale is applied for studying the bankingservices. To understand the salient features of the banking industry a brief history about that is presented.

A Bri", R"+i"- , Ban.ing In#$()r' in In#ia

6ith the growth in the Indian economy epected to be strong for *uite some time especially in its services sector E the demand for banking services, like retail banking, mortgages and investment services are epected to be strong. Hne may also epect MP&,takeovers, and asset sales. Currently, India has eight scheduled commercial banks O twenty eight public sector banks that is withthe @overnment of India holding a stake2, twenty nine private banks these do not have government stake; they may be publiclylisted and traded on stock echanges2 and thirty one foreign banks. They have a combined network of over F9,888 branches and/1,888 &TMs. &ccording to a report by IC"& 'imited, a rating agency, the public sector banks hold over 1F percent of total assetsof the banking industry, with the private and foreign banks holding /J.7 per cent and B.F per cent respectively.

OBJECTIVES OF STUDY

• To determine the relevance of multiEdimensional scale as a measure of perceived value in banking industry.• To find out the leading service organization based on the perceived value scale

• To identify which dimension is contributing more in banking sector.


The present study is descriptive in nature. The methodology of the present study is outlined hereunder.

Pp$la)in

5opulation for selecting sampling units of the study includes customers of the bank in and around the Coimbatore >istrict andthey contribute the units of population. 3rom this population, the researcher is going to select the sample for the research.

Sampling T"!&ni/$"

Coimbatore district is the geographical region selected for conducting the research work. 3rom the whole district, consumers of the select industry were grouped according to the convenience of the researcher. Therefore, from the total population, a samplingframe has been drawn with F888 members.

3rom that, 7F8 respondents were selected for the study. The sampling techni*ue used by the researcher is tratified "andomampling+. 3rom the selected industry, five organisations were identified by the researcher as strata using the market share as a

base. 3inally, from each organisation, F8 customers were drawn randomly. ence, the total sample becomes 7F8 customers andthey are selected as the respondents of the study.

S$r!"0 Tl an# M")&# , Da)a Cll"!)in

The source of data collection is primary in nature. 3or collecting data from the sample respondents, a structured *uestionnaire isframed comprising various *uestions relating to demographic factors and the information related to industry in general with theinclusion of ervperval scale at the last. ere the organizations chosen were )ank of )aroda, Indian overseas bank, Indian bank,

tate bank of India, and Canara bank.

Tl( , Anal'(i(

Collected data is tabulated and analyzed with various statistical tools such as percentage analysis, cross tabulation of 'ikertscaling with regard to demographic factors, &NH#&, multiple regression, weighted average, 3actor analysis and Correlation.

Fram"-r. , Anal'(i(

5rimary data was collected for analysing the perceived value for the select service sector industry. It is analyzed with the help of related statistical tools and the relevant interpretations are presented. & brief presentation about the different variables in the scaleunder seven dimensions would help to understand the analysis properly. The list is provided below. The scale was developed by





ames 3. 5etrick for measuring perceived value. It has seven dimensions like 5erceived *uality, !motional response, Monetary price, )ehavioural price, )ehavioural intentions, atisfaction and "eputation. Totally, it has got 99 variables and the measuringinde is likert scaling.

Ta!0e31: Ser2er2a0 S,a0e

. No. >imensions #ariables

/. 5erceived *uality I did the right thing by admitting myself in to that Hrganization!asy to get the informationHutstanding service#ery reliable#ery dependable

7. !motional response It made me feel good#ery consistentIt made me feel proudIt gave me fulfillmentIt gave me confidentIt gave me happiness

9. Monetary price & good decision6orth the money3airly priced!conomical

&ppears to be a good bargainG. )ehavioural price "e*uired little energy

!asily boughtad good reputation6ell respected6ell thought of

F. )ehavioural intention ad status"eputableMy choice of having service here was a wise one"easonably chargedThis eperience is what I eactly needed

B. atisfaction atisfied my needs and wantsHverall value of the service was highComparatively the overall perceived value was high

1. "eputation If I refer to somebody this will be my first choiceI will pass positive information about thisI will recommend this organization to othersI will encourage my friends and relatives to have service here


Ta!0e3%: De$*5ra"#, Fa,)*r( Ta!'0a)#*n

S*,#*3De$*5ra"#, ar#a!0e( Par)#,'0ar( Fre'en, ; Mean

@ender Male /98 F7.8 7.J8

3emale /78 GJ.8 9.70

&ge

78E7F 0J 90.7 9.7/

7BE9F /8/ G8.G 7.18

9BEGF GB /J.G 9.7B

GB and above F 7.8 G.78

!ducation

%nder graduation /89 G/.7 7.JJ

5ost graduation //7 GG.J 9.8J

..'.C 9/ /7.G 9.97

..C G /.B 9.F8

Hccupation

elf employed //B GB.G 9.7/

5rofessional /8B G7.G 7.10

@overnment 7F /8.8 9./7

5rivate G /.7 G.99

!perience FE/8 years /97 F7.J 9.90

/8E/F years 0J 90.7 7.BF

/FE78 years /G F.B 7.10





78 and above B 7.G 7./1

Income

G888EF888 B8 7G.8 G.71

F888E/8888 /97 F7.J 7.J/

/8888E/F888 F9 7/.7 7.7/

/F888 and above F 7.8 9.88


In the bank, the ma-ority respondents are male with F7 percent. o the results may not be e*ually distributed. In the age category,the highest fre*uency occurs in the age group of 7BE9F with G8 percent, which can be helpful in getting a matured response. 6ithrespect to educational *ualification, the highest fre*uency falls in the post graduation category with GF percent. o the scalevariables are understood in a better manner. elfEemployed persons constitute a ma-or proportion with GB percent, which is apt for the scale used in the study. In eperience, variable FE/8 year sounds high with F7 percent.

Ta!0e36: &e#5")ed A2era5e S,*re D#$en(#*n *+ Ser2er2a0 S,a0e #n Ban?#n5 Ind'()r

S0.

N*.

C*$an

Na$e

D#$en(#*n *+ Ser2er2a0 S,a0e #n Ban? Ind'()r

Per,e#2ed E$*)#*na0 M*ne)arBe"a2#*'ra0

Pr#,e

Be"a2#*'ra0

In)en)#*n(Sa)#(+a,)#*n Re')a)#*n

Total

score

6&

score

Total

score

6&

score

Total

score

6&

score

Total

score

6&

score

Total

score

6&

score

Total

score

6&

score

Total

score

6&

score/ )ank of )aroda /79 7.GB //G 7.7J /GJ 7.0B /71 7.FG /9G 7.BJ /G9 7.JB /G1 7.0G

7 Indian Hversas )ank /70 7.FJ /// 7.77 /9/ 7.B7 /8B 7./7 //0 7.9J /98 7.B /9J 7.1B

9 Indian )ank /1F 9.F /JB 9.17 /90 7.1J /B8 9.7 /B1 9.9G /G8 7.J /F/ 9.87

G tate )ank of India /77 7.GG /77 7.GG /7J 7.FB /99 7.BB /G8 7.J /98 7.B /91 7.1G

F Canara )ank 7/9 G.7B 7/B G.97 7/9 G.7B 7/1 G.9G 7/B G.97 789 G.8B /0G 9.JJ


6eighted average scores were calculated for individual banking organisation for different dimensions of perceived value and thesame are portrayed in the above table. In banking sector, the highest score is in Canara bank followed by Indian )ank 9.F2 andlowest is in tate )ank of India 7.GG2 with regard to perceived *uality. In emotional value, the highest score is in the Canara bank G.972 followed by Indian bank 9.172 and lowest in Indian overseas bank 7.772. In monetary price the highest score is in theCanara bank G.7B2 followed by )ank of )aroda and lowest is in tate bank of India 7.FB2. In behavioural price the highest is inthe Canara bank G.9G2 followed by Indian bank 9.72 and lowest is in the Indian overseas bank. In behavioural intentions thehighest score is in Canara bank G.972 followed by Indian bank and lowest is in the Indian overseas bank. In satisfaction the

highest score is in Canara bank G.8B2 followed by )ank of )aroda 7.JB2 and the lowest is in Indian overseas bank and tate bank of India 7.B2 and in reputation the highest score is in Canara bank 9.JJ2 followed by Indian bank and the lowest is in tate bank of India 7.1G2. 3rom the table it is found that Canara bank followed by Indian bank rates high in the perceived value scale.

Ta!0e3>: M'0)#0e Re5re((#*n Ana0(#( Ban?#n5 Ind'()r

S0.

N*.ar#a!0e( Mean S.D

S)andar#(ed

C*e++#,#en)( T3a0'e P3a0'e S4N(

Be)a

Constant2 E E E 9F.99G VV S

/ 5erceived $uality 78.J88 9.9FFJ ./G0 ./1F VV S

7 !motional "esponse 79.8GJ G.18J0 .7BG .789 VV S

9 Monetary 5rice /J.FF7 G.70B7 .77J ./J9 VV S

G )ehavioural 5rice /J.B8G G.9G71 .7// .771 VV S

F )ehavioural Intentions /0./07 G.FF8J .7GB ./B1 VV SB atisfaction //.F07 7.179/ ./97 ./GF VV S

1 "eputation /F.0FB 9.9J9F .781 ./JB VV S

N*)e: == 3 S#5n#+#,an) a) 1 er,en) 0e2e0

= 3 S#5n#+#,an) a) 8 er,en) 0e2e0

S*'r,e(: &uthors CompilationTa!0e38: G**dne(( *+ F#)

" " 7

.0BJ .09J


In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./G 5 a g e




Ta!0e3: An*2a

S'$ *+ S'are( D+ Mean S'are F P3a0'e S4N(

"egression GJF.7J8 1 B0.97B F/0.8JJ

.888VV "esidual 97.978 7G7 ./9G

Total F/1.B88 7G0

N*)e4 VV5W8.8/ V5W8.8F Eignificant N O Not ignificant


To understand the influence of different dimensions of perceived value on overall opinion of the respondents about the perceivedvalue of the services of banking industry, a multiple regression test is applied. The relevant statistics are presented in above table.It shows that, the multiple linear regression coefficients dependent variable2 are found to be statistically a good fit as " 7 is .0BJ. Itmeans that independent variables contributes about 0B.JR of variation in the opinion about overall perceived towards samplerespondents and this is statistically significant at /R level. The data further indicates that the coefficient of 5erceived *uality t E ./1F,5Evalue 8.888 pW8.8/2, !motional response t E .789, 5Evalue 8.888 pW8.8/2, Monetary price t E ./J9, 5Evalue 8.888 pW8.8/2,)ehavioural price t E .771, 5Evalue 8.888 pW8.8/2, )ehavioural Intentions t E ./B1, 5Evalue 8.888 pW8.8/2, satisfaction t E ./GF, 5Evalue 8.888 pW8.8/2 and "eputation t E ./JB , 5Evalue 8.888 pW8.8/2 are positively associated with the overall opinionabout perceived value. It indicates that all the variables namely 5erceived *uality, !motional response, Monetary price,)ehavioural price, )ehavioural Intentions, satisfaction and "eputation are statistically significant implying their positiveinfluence on overall perceived value is stronger than other variables. " 7 is calculated to ascertain the goodness of fit of theregression e*uation. The " 7 has been found to be significant at /R level. Thus from the above table the overall perceived value

by the bank sector is positively associated with 5erceived *uality, !motional response, Monetary price, )ehavioural price,

)ehavioural Intentions, satisfaction and "eputation.

Ta!0e3: In)er3C*rre0a)#*n Ma)r#9 O2era00 O#n#*n a!*') Per,e#2ed a0'e T"r*'5" Ser2er2a0 S,a0e In Ban?#n5 Se,)*r

T*)a0 S,*re 1 % 6 > 8

T*)a0 S,*re 1.777

1 .BFF 1.777

% .119 .FFG 1.777

6 .1FJ .G00 .F0F 1.777

> .1B9 .900 .G08 .F09 1.777

8 .18G .9B9 .G0/ .GBG .FFJ 1.777

.18F .998 .FF0 .G0B .GB9 .F/F 1.777

.178 .G/G .GJG .GGB .F71 .G18 .F19 1.777

N*)e: VV5W8.8/ V5W8.8F


To know the eisting relation among the study variables namely perceived *uality, emotional response, monetary price,)ehavioural price, behavioural intentions, satisfaction and reputation, interEcorrelation analysis is done and the results are given inTable G./.71. It is clear from the table that the variables selected for the study are significantly correlated with the overall opinionabout perceived value of 5erceived *uality r X 8.BFF, pW8.8/2, !motional response r X 8.119, p W8.8F2, Monetary price r X8.1FJ, pW 8.8F2, )ehavioural price r X 8.1B9, pW 8.8F2, )ehavioural Intentions r X 8.18G, pW 8.8F2, satisfaction r X 8.18F, pW8.8F2 and "eputation r X 8.178, pW 8.8F. ence, all the eplanatory variables are highly significant and positive. 3urther it is alsoseen that all these eplanatory variables are highly, significantly and positively correlated with the dependent variable connected.

Dim"n(inali)' , M$l)i1S!al" I)"m( 2Fa!)r Anal'(i(3

Ta!0e3: M* and Bar)0e))’( Te() +*r Fa,)*r L*ad#n5 *+ Per,e#2ed a0'e #n Ban?#n5 Ind'()r

:aiserEMeyerEHlkin Measure of ampling &de*uacy .J10

)artlett+s Test Hf phericity4 &ppro. ChiE*uare G99/.G97

>f F7J

ig .888


3rom the above table, two tests namely, :aiserEMeyerEHlkin Measure of ampling &de*uacy :MH2 P )artlett+s Test of phericity have been applied to test whether the relationship among the variables has been significant or not. The :aiserEMeyerEHlkin Measure of sampling ade*uacy shows the value of test statistics is 8.J10, which means the factor analysis for the selectedvariable is found to be appropriate or good to the data. It shows that there eists a high relationship among variables.

Ta!0e3: E#5en a0'e( and Pr**r)#*n *+ T*)a0 ar#an,e *+ Ea," Under0#n5

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./F 5 a g e




Fa,)*r( +*r Per,e#2ed a0'e #n Ban?#n5 Se,)*r

C o m p o n e n )

In#)#a0 E#5en a0'e(E9)ra,)#*n S'$( *+ S'ared

L*ad#n5(

R*)a)#*n S'$( *+ S'ared

L*ad#n5(

T*)a0; *+

ar#an,e

C'$'0a)#2e

;T*)a0

; *+

ar#an,e

C'$'0a)#2e

;T*)a0

; *+

ar#an,e

C'$'0a)#2e

;

/ //./97 99.197 99.197 //./97 99.197 99.197 //./97 99.197 99.197

7 7.77B B.1GF G8.G11 7.77B B.1GF G8.G11 7.77B B.1GF G8.G119 /.0/9 F.10B GB.717 /.0/9 F.10B GB.717 /.0/9 F.10B GB.717

G /.1G0 F.988 F/.F19 /.1G0 F.988 F/.F19 /.1G0 F.988 F/.F19

F /.G00 G.FG/ FB.//G /.G00 G.FG/ FB.//G /.G00 G.FG/ FB.//G

B /.7JJ 9.089 B8.8/1 /.7JJ 9.089 B8.8/1 /.7JJ 9.089 B8.8/1

1 /./0/ 9.B8J B9.B7F /./0/ 9.B8J B9.B7F /./0/ 9.B8J B9.B7F

E9)ra,)#*n Me)"*d: 5rincipal Component &nalysis S*'r,e(: &uthors CompilationThe results of the factor analysis presented in the above table regarding opinion about perceived value in banking sector, haverevealed that there are seven factors that had !igen value eceeding KoneL. &mong those seven factors, the first factor accountedfor 99.19R of the variance, the second B.1FR, the third factor F.JR, the fourth factor F.9 per cent and the fifth factors accountedfor G.FG percent, the si factor 9.0R and the seventh factor 9.B/R of the variance in the data set. The first seven factors are thefinal factors solution and they all together represent B9.B7FR of the total variance in the scale items measuring the perceivedvalue in bank. ence, from the above results the contributing factors for perceived value in banking sector is found.

Ta!0e317: Fa,)*r L*ad#n5 *+ Per,e#2ed a0'e #n

Ban?#n5 Se,)*r Mea('re$en) S,a0e I)e$( *n E9)ra,)ed Fa,)*r(

ar#a!0e( Fa,)*r I Fa,)*r II Fa,)*r III Fa,)*r I Fa,)*r Fa,)*r I Fa,)*r II C%

Y7/ .6> ./9F ./7G .7/8 .8F0 ./1/ ./G/ 8.BB0

Y78 .%> .7GF E.881 .77B .8F8 .8JJ ./GJ 8.BB1

Y77 .7 .819 .989 ./BF E.889 ./71 .80B 8.BF/

Y/0 .% .G7G ./7B ./97 ./// .890 .8/1 8.B10

Y79 .%% .887 .F88 .87/ ./7B .8F7 ./71 8.B17

Y/B .787 .1 E.8GJ ./GB .807 ./71 .801 8.B//

Y/F ./1/ .8 .79G .//G .77G .//J .8F/ 8.B/0

Y/1 .G8B . ./GF .8G7 .7/9 .878 E.8/J 8.B11

Y/G .8/B .68 .7F9 ./BB ./7/ .7B8 ./B1 8.B8F

Y/J .GG1 .887 .819 ./8G .7/B .881 .8FF 8.FBJ

Y/9 E.89J .8%7 .G78 .801 ./BB .77/ ./0J 8.F19

Y/7 E.88J .>> .91/ ./BG E./FJ .978 .9J0 8.BJ1

Y7F ./7F ./J8 .%% ./FG ./79 ./F1 .80G 8.BG7

Y7G .978 ./7/ .% ./8F ./G9 .7/G .8FB 8.BB9

Y71 ./80 .77J .6 .7G8 .70B E.//8 ./79 8.BG7

Y7B ./07 .80/ .61 ./GF ./78 .8GJ .7/J 8.F70

Y98 .81/ .7G9 .8// .> ./9/ E.8GF ./FJ 8.B07

Y9/ .G/1 .880 .8B7 .7 ./97 .788 .89B 8.B17

Y97 .7J1 E.8/0 .7JG .%% .89F .99B .8FF 8.BB1

Y70 .//7 ./JG .79J .7> .7J0 E.71/ .//9 8.B9J

Y99 .7J1 ./7J .710 .81 .89F .780 ./99 8.FJJ

Y7J .871 .719 .G9B .86> .7GF E.8G7 ./1B 8.BG9

YB ./8F .77/ .77G ./7J . ./9G ./90 8.BF/

Y1 ./0J .78/ ./0B .8G1 .>> ./99 ./0/ 8.FJ0

YF E.878 ./9F .8BG .7B7 .%8 .718 ./F7 8.F1J

YG .89G ./80 ./7J ./9J .87 .G1F .8G9 8.F08

Y9 .8F7 .8BG .8F8 .//8 .9FF .11 ./8G 8.BBG

Y7 ./B9 ./11 ./B1 .80F .789 .78 .88F 8.B99

Y/ ./J8 .77/ .890 E.818 .8GF .66 ./9B 8.F80

Y/8 .//0 .819 ./// ./F9 ./08 .801 .6 8.1/G

Y0 .7FG .8B8 ./8J ./80 .9FB .87F .1 8.199

Y// .8BJ .9BJ .9BG .8J0 E./F0 .801 .8 8.B9J

YJ ./8F .//J .79J ./J8 .GG8 ./FG .88 8.BG8


In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./B 5 a g e




It is clear from the below table that the important determinants in factor / are Y 7/2, Y 772, Y 782, Y /02, and Y792 which comesunder the dimension of behavioural price and behavioural intentions. The second factor etracted were Y /B2, Y /F2, Y /12,Y/G2, Y/J2, Y /92 and Y /72 which comes under the dimensions of monetary price and behavioural price. The third etractedfactor was Y 7F2, Y 7G2, Y 712, and Y 7B2 which comes under the dimensions of behavioural intentions and satisfaction. Thefourth factor etracted were Y 982, Y 9/2, Y 972, Y 702, Y 992 and Y 7J2 which comes under the dimensions of reputationand satisfaction. The fifth factor etracted was Y B2, Y 12, and Y F2, and Y G2 which comes under the dimensions of emotionalvalue and perceived *uality. The sith factor etracted was Y 92, Y 72, and Y /2 which comes under the dimension of perceived

*uality. The seventh factor etracted was Y /82, and Y 02, Y //2, and Y J2 which comes under the dimensions of emotionalvalue.

Y7/27 X .6> .868X F9.J1 per cent

6hen these variables are calculated in percentages, in factor / Y 7/2 X F9.J1 percent, Y 782 X F7.G/ percent, Y 772 X F8./7 percent, Y /02 X G7./7 percent, and Y 792 X 9J.BJ percent respectively. In the second factor the highest etracted percent isF/.7B percent, in third factor the highest etracted percent is F7./7, the fourth factor the highest percentage etracted is FJ.9B

percent, in the fifth factor the highest etracted percent is GJ.17 percent, in the sith factor the highest percent etracted is F8.FF,in the seventh factor the highest etracted percent is B/.98 percent. The above table shows the 3actor !traction 5rocess, it was

performed by 5rincipal Component &nalysis to identify the number of factors to be etracted from the data and by specifying, themost commonly used #arima rotation method. In the principal component analysis, total variance in the data is considered. The

proportion of the variance is eplained by the seven factors in each variable. The proportion of variance is eplained by thecommon factors called communalities of the variance. 5rincipal Component &nalysis works on initial assumption that all thevariance is common. Therefore, before etraction the communalities are all /.888. Then the most common approach for determining the

number of factors to retain i.e., eamining !igen values was done. Thus, the seven variables in the data were reduced to twoEfactor model and each factor may be identified with the corresponding variables as follows4

Ta!0e311: S"*#n5 Fa,)*r( Iden)#+#ed A5a#n() S)a)e$en)( S"*#n5 O#n#*n a!*') Per,e#2ed a0'e #n Ban?#n5 Ind'()r

I)e$( E9)ra,)#*n a0'e Fa,)*r P*(#)#*n D#$en(#*n(

Y7/ .6>

3&CTH" I

)ehavioural price

Y78 .%> )ehavioural price

Y77 .7 )ehavioural intentions

Y/0 .% )ehavioural price

Y79 .%% )ehavioural intentions

Y/B .1

3&CTH"EII

Monetary price

Y/F .8 Monetary price

Y/1 . )ehavioural price

Y/G .68 Monetary priceY/J .887 )ehavioural price

Y/9 .8%7 Monetary price

Y/7 .>> Monetary price

Y7F .%%

3&C&TH" O III

)ehavioural intentions

Y7G .% )ehavioural intentions

Y71 .6 atisfaction

Y7B .61 )ehavioural intentions

Y98 .>

3&CTH" O I#

"eputation

Y9/ .7 "eputation

Y97 .%% "eputation

Y70 .7> atisfaction

Y99 .81 "eputation

Y7J .86> atisfaction

YB .

3&CTH" O #!motional value

Y1 .>> !motional value

YF .%8 5erceived *uality

YG .87 5erceived *uality

Y9 .11

3&CTH" O #I

5erceived *uality

Y7 .78 5erceived *uality

Y/ .66 5erceived *uality

Y/8 .6

3&CTH" O #II

!motional value

Y0 .1 !motional value

Y// .8 !motional value

YJ .88 !motional value






Ta!0e31%: D#re,) and Ind#re,) E++e,)( *+ Indeenden)( ar#a!0e( *n Ban?#n5 Ind'()r

S.N*. Ra)#* S)andard#Jed C*e++#,#en)( 3 Be)a

/ 5erceived *uality ./G0

7 !motional response .7BG

9 Monetary price .77J

G )ehavioural price .7//F )ehavioural Intentions .7GB

B atisfaction ./97

1 "eputation .781


It can be observed from tableE/7, the following independent factors have significant correlation coEefficient with the ratio of return on total assets; Y/E 5erceived *uality 8./G02, Y7E !motional response 8.7BG2, Y9E Monetary price 8.77J2, YGE )ehavioural

price 8.7//2, YFE )ehavioural Intentions 8.7GB2, YBE atisfaction 8./972 and Y1E "eputation 8.7812 and other variables havecontributed directly towards the overall opinion about perceived value through !"#5!"#&' scale whereas it is also indirectlyreasonable when the respective variable is combined with other indirect effects but it is found to be statistically not significant.3inally, an insight this reveals that all the variables contributes towards increase the perceived value of banking sector.

MAJOR STATISTICAL FINDINGS OF BAN4ING INDUSTRY

• In gender, the male respondents are more in number and satisfied with the various banking services. owever, female

gender+s epectations are more.

• In age category the 7BE9F group is found to be high and they are satisfied with the various banking services.

• 5ost graduation contributes high in sample and disagree scale value is more. o it is found that these people are not satisfied

with so many factors. owever, undergraduates are satisfied and their scale value is high in strongly agree which shows thatthey are satisfied with most of the services.

• elfEemployed persons contribute high in sampling and these people are not satisfied with various services because the

scale value shows high in disagree category.

• The FE/8 years eperience respondents are more and they are not satisfied with the various services because their scale

value is high in disagree category.

• In the organisation sector, the highest scale value is in the category of disagree particularly in Canara bank. This bank

has to concentrate more in the various services.

• The F888E/8888 income group of respondents are more in sample and the scale value is high in neither agree nor

disagree category. o they are not fully happy with the various services offered.• In usage the 7 years and above group is more and the scale value found to be high in disagree category which says that

the epectations are more in this group.

• In the factor analysis the highest factor etracted in the variables are 6ell thought of, ad status, 6ell respected, ad

good reputation, and "eputable which falls in the dimensions of behavioural price and behavioural intentions.

• It is found that the coefficient of 5erceived *uality, !motional response, monetary price, )ehavioural price, )ehavioural

Intentions, satisfaction and "eputation are positively associated with the overall opinion about perceived value.

IMPORTANT SUGGESSTIONS

In banking industry, percentage analysis shows that perceived value is high among male respondents than female respondents.Thus, it could be suggested that there is a need for the banking organisations to go for special schemes for attracting femalecustomers. &s ma-ority of the customers are highly educated, there is a strong association between educational status of thecustomers and impact of perceived value. Thus, we could suggest that banking industries must go for plans to attract highlyeducated customers. )y way of giving special offers to educational institutions, multiEnational corporations and government

organisation, banks could have educated people as their customers.

Customers eperience in their work seems to influence the perceived value in banking industry and therefore, to satisfy thecustomers and improve their perceived value, banking organisation must give importance to customers eperience at the time of account opening, loan dispersal and investing funds. This would be highly useful for the organisation to improve their imageamong the customers. Income of customers does not have any positive influence on the impact of perceived value in bankingindustry. Therefore, age level segmentation is not necessary for the banking institutions to their policy measures. erviceutilisation and impact of perceived value are significantly associated with each other in banking industry. ence, bankingorganisations must take special efforts to retain the customers, so that their perceived value may increase according to their service utilisation. Individual banking scores of perceived value is comparatively high in Canara )ank and Indian )ank.Therefore, the other three banks viz., tate )ank of India, Indian Hverseas )ank and )ank of )aroda must improve the overallscores of perceived value by offering proper and relevant services their customers. )ank of )aroda, tate )ank of India and

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./J 5 a g e




Indian Hverseas )ank must change their plans and policies, so that it could improve the emotional value aspect of perceived valueof their customers. In Indian )ank, tate )ank of India and Indian Hverseas )ank, the monetary price aspect of perceived value iscomparatively low and therefore, these two banking organisations should take steps for improving services. Indian Hverseas)ank, )ank of )aroda and tate )ank of India+s customers are receiving lowest levels of behavioural price, reputation and

behavioural intension aspects of perceived value. Thus, these organisations must improve their services towards these two aspectsof perceived value. Indian )ank, Indian Hverseas )ank and tate )ank of India are satisfying their customers in a very low leveland hence, satisfaction aspect of perceived value must be improved in these three banks. 5erceived *uality, !motional response,

monetary price, )ehavioural price, )ehavioural Intentions, satisfaction and "eputation are positively influencing the perceivedvalue of customers in banking institutions. Therefore, all the banking organisations selected for the study should change their policies by improving all these aspects of perceived value in their services.

CONCLUSIONS

The study reveals that female gender and the young age group have more epectations. The highly etracted scale in factor analysis is behavioural intentions and behavioural price, which is associated with the fact of high level of respondents in the postgraduation. The Canara )ank shows a high level of perceived value with regard to all the dimensions. Hverall, the study eplainshow much ever as organizations we do people still have a want, which in future becomes an epectation. This study gives scopefor a further study wherein each industry can be separately concentrated and related ideas can be interpreted. This scenario of epectation will be changing and adding day by day. o accordingly, the marketers have to ad-ust themselves to withstandcompetition.

REFERENCES

/. C. ". :othari 78802, K"esearch Methodology, Methods and Techni*uesL, econd "evised edition, New ageInternational 5ublishers, New >elhi.

7. #alarie et al. 78//2, Kervices MarketingL, Integrating Customer 3ocus &cross the 3irmL 3ifth edition, Tata Mc@rawill !ducation 5rivate 'imited., New >elhi.

9. 6oodruff and @ardial, /00B2 KCustomer value4 The net source for competitive advantageL, ournal of the &cademy of Marketing ciences, #ol.7F, No.7, pp. /90E/F9.

G. <eithaml, /0JJ2, K!valuating ervice !ncounters4 The !ffects of 5hysical urroundings and !mployee "esponsesL, The ournalof Marketing, &pril, #ol. FG, No. 7, pp. B0EJ7

F. eskett et al., 788G2 KCustomer atisfaction, ervice $uality and 5erceived #alue4 &n Integrative ModelL, ournal of Marketing Management, #ol. 78, &ugust pp.J01E0/1

=====





CUSTOMER SATISFACTION OF BANKS: &ITH SPECIAL REFERENCE TO

ICICI BANK- HYDERABAD REGION

. Ra$e(" Ba!' R. Nee0#$a Dr. N. . Ra)"na$

ABSTRACT

>ue to the globalization era, the trend in banking was drastically changed. Customer are treated as moving gods by the bank service providers, which make them to made a red carpet welcome for them in terms of offers and services. In this customer attraction war, most of the multinational banks too far compare with public sector banks. The trend in banking has evolvedfrom cash economy and transformed to che*ue economy, which has further been converted to plastic card economy. 3iercecompetition from inter and intra bank group along with the global forces have compelled the banks to adopt the technologicalchanges to face the electronic age. The influence of technology over product innovations in banks is enormous. The variousdimensions and aspects are considered to satisfy the customer with at most the service providers will take care. )anking hasundergone significant changes over the last few decades. %ntil recently, customers had a strong emotional connect with their

banks that lasted for years. They visited their branch regularly and, in many cases, the relationship between the banker andcustomer went way beyond a formal bankerEclient relationship. 6ith the introduction of technology, banks have migrated their customers to alternative banking channels such as internet, mobile, telephone and &TM. Conse*uently, banks have become

faceless+ entities sans an emotional connect. In this tough competition, how ICICI offering services to his customers and whatis those services impact on customer satisfaction and various things discussed in this paper.

KEY&ORDS

C'()*$er Sa)#(+a,)#*n- ICICI Ban?- Ban?#n5- Te,"n*0*5 e),.

INTRODUCTION

In the organized segment of Indian !conomy, the banking sector occupies an important place in Nation+s !conomy. It plays a pivotal role in the economic development of a country and forms the core of the money market in developed country. )anks haveto deal with many customers every day and render various types of services to its customer. It is a wellEknown fact that no

business can eist without customers. Not so long ago, accessing our own money was about setting aside a couple of hours,getting to the bank before closing time, standing in a *ueue to get a token and then in another to collect the cash.

The banking industry like many other financial service industries is facing a rapidly changing market, new technologies,economic uncertainties, fierce competition and more demanding customers and the changing climate has presented anunprecedented set of challenges. )anking is a customer oriented service industry, therefore, the customer is the focus andcustomer service is the differentiating factor. The banking industry in India has undergone sea changes since post independence.

65h.>. "esearch cholar, >epartment of Commerce, . #. %niversity, &ndhra 5radesh, India, vepan-eri.rameshbabu?gmail.com

75h.>. "esearch cholar, >epartment of Commerce, . #. %niversity, &ndhra 5radesh, India, rneelimamcomphd?gmail.com

8Consultant, >epartment of Commerce, . #. %niversity, &ndhra 5radesh, India, nvrathnamphd?gmail.com












The business depends upon client services and the satisfaction of the customer and this is compelling them to improve customer services and build up relationship with customers.


Indian banking system has undergone a drastic change after the independence of the country. There has been a significant changein the structure, composition, management ob-ectives and the mode of working of the banking institutions over the last three

decades. The present day and the nature of banking have changed beyond recognition. 6ith &TM cards, simple bankingtransactions like withdrawing and depositing money are easier than ever before. 3or the techEsavvy, there is the option of bankingonline. The net medium may -ust be your mobile. !ven when it comes to products, the changes have been many. @raduatingfrom simple saving accounts, fied and recurring deposits, banks now offer a host of products like special saving accounts andsweepEinEaccount, no frills accounts and easy receive accounts.

atisfaction is a psychological state; care should be taken in the effort of *uantitative measurement, although a large *uantity of research in this area has been developed recently. 6ork done by )erry )art &llen2 and )rodeur between /008 and /00J definedten ($uality #alues( which influence satisfaction behavior, further epanded by )erry in 7887 and known as the ten domains of satisfaction. These ten domains of satisfaction include $uality, #alue, Timeliness, !fficiency, !ase of &ccess, !nvironment, InterEdepartmental Teamwork, 3ront line ervice )ehaviors, Commitment to Customer and Innovation. These factors are emphasizedfor continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. 6ork done by 5arasuraman, <eithaml and )erry 'eonard '2 between /0JF and/0JJ provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer(sepectation of performance and their perceived eperience of performance. This provides the measurers with a satisfaction QgapQ

which is ob-ective and *uantitative in nature. 6ork done by Cronin and Taylor propose the Qconfirmation D disconfirmationQtheory of combining the QgapQ described by 5arasuraman, <eithaml and )erry as two different measures perception andepectation of performance2 into a single measurement of performance according to epectation. &ccording to @arbrand,customer satisfaction e*uals perception of performance divided by epectation of performance. The usual measures of customer satisfaction involve a survey with a set of statements using a 'ikert Techni*ue or scale. The customer is asked to evaluate eachstatement and in terms of their perception and epectation of performance of the organization being measured.

OBJECTIVES OF STUDY

5recisely, the ob-ectives of the study are4

• To find out the company specified satisfaction measures.

• To analyze ICICI bank measures for satisfaction level of customer.

• To know the customer satisfaction measures.

H*)"e(e(

In the light of the ob-ectives of the study, the following hypotheses are formulated.

8/4 There is no significant association between occupation and their opinions on over all service *uality of ICICI )ank.874 There is no significant association between occupation and their satisfaction levels on customer relationship management.894 There is no significant association between occupation and their satisfaction levels on eEbanking.


Sa$0e

Customers of ICICI who are using their bank account from last 9 years in yderabad and ecunderabad region.

Sa$0e S#Je

&gainst this backdrop, the authors have made a conceivable effort to analyse the customers+ satisfaction about ICICI bank and itsutility. In this connection, the authors have conducted an empirical study by choosing J8 customers from ICICI bank functioningin yderabad and securabad region. imple random sampling has been adopted for the study. The sample field study wasundertaken to elicit the opinions epressed by the sample customers.

Da)a C*00e,)#*n

& structured *uestionnaire was designed on the respondents to elicit their opinions of ICICI bank services and keeping in mind theob-ectives of the study for collecting primary data. The *uestionnaire was preEtested before final use.

T"e Pre(en) Paer

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.7/ 5 a g e




The present paper seeks to eamine the fre*uency table of respondents; standardized canonical discriminant function coEefficients; structures values of discriminate analysis; test results in terms of overall service *uality; customer relationmanagement; eEbanking and customer satisfaction.

T**0( *+ Ana0(#(

The statistical tools like coEefficient, weighted average, canonical distrainment function, walk+s lamda, chiEs*uare test for data andothers are employed at appropriate contets in the study to analyse the collected data and disclose the results.

DATA ANALYSIS AND INTERPRETATION

The collected data was edited, coded, tabulated, grouped and organized according to the re*uirement of the study into space for analysis. The fre*uency table of respondents is depicted in TableO/.

Ta!0e31: Fre'en, Ta!0e *+ Re(*nden)(

Fa,)*r Ca)e5*r Fre'en, Per,en)a5e

&ge

WX7F J /8.8

7BE9F 9F G9.J

&bove 9F 91 GB.9

$ualification5@ G8 F8

%@ G8 F8.8

Hccupation

)usiness 7J 7J.8

!mployee F7 F7.8

S*'r,e(: 5rimary dataThe table shows that mean, std. deviation along unweighted and weighted group statistics.

S$mmar' , Canni!al Di(!riminan) F$n!)in(

To test the customer satisfaction of banks a study with reference to ICICI bank, yderabad and ecurabad region of the study.The study is considered !igen values of discriminates analysis and walk+s low bad values of decimate analysis is presented inTableO7.

Ta!0e3%: E#5en2a0'e( *+ D#(,r#$#na)e Ana0(#(

F'n,)#*n E#5en2a0'e ; *+ ar#an,e C'$'0a)#2e ; Can*n#,a0 C*rre0a)#*n

/ .981a /88.8 /88.8 .GJF


3rom the above table shows that !igen values for the analysis. 3irst / canonical discriminant functions were used in the analysis.6ilks+ lambda values of discriminate analysis are shown in TableO9.

Ta!0e36: &#0?(@ La$!da 2a0'e( *+ D#(,r#$#na)e Ana0(#(

Te() *+ F'n,)#*n (< &#0?(@ La$!da C"#3('are d+ S#5.

/ .1BF 78.GJB 9 .888


3rom the table shows that the high value of the 6ill+s 'amda shows low significance, that is, less discriminating power of model.Thus, 8.1BF is an indicator of the model being poor and the value is significant sig. value is less than 8.8F2 at 9 degrees of

freedom. The chi s*uare value of 78.GJB dfX9, NX982, pW8.8F is significant at 9 degrees of freedom, showing that there issignificant difference in epected and observed fre*uencies. tandardize canonical table of discriminate values of customer relation is presented in Table O G.

Ta!0e3>: S)andard#Jed Can*n#,a0 D#(,r#$#nan) F'n,)#*n C*e++#,#en)(

F'n,)#*n( F'n,)#*n

/

Customer relation management .F9G

Hverall service *uality .10F

!Ebanking E./B/






The &nalysis of above table shows that, customer relationship management has most eplanatory power with coefficient of 8.F9Goverall service *uality has recorded with coefficient of 8.10F and eEbanking has least eplanatory power with coefficient of E8./B/for the open an account in ICICI suggested to others and not suggested to others results. tructures values of discriminate analysisare presented in TableOF.

Ta!0e8: S)r',)'re( a0'e( *+ D#(,r#$#na)e Ana0(#(

S)r',)'re Ma)r#9

F'n,)#*n

/

Customer relation management .J11

Hverall service *uality .117

!Ebanking .B10


5ooled withinEgroups correlations between discriminating variables and standardized canonical discriminant functions variablesordered by absolute size of correlation within function.

5ooled withinEgroups correlation between discriminating variables and standardized canonical discriminant functions.

tandardized Canonical table of discriminate values on customer relation is eplained in Table O B.

Ta!0e3: Can*n#,a0 D#(,r#$#nan) F'n,)#*n C*e++#,#en)(

F'n,)#*n( F'n,)#*n

/

Hverall ervice $uality .J91

Customer "elation Management /./71

!E)anking E.78J

Constant2 EF.B/G

%nstandardized coefficients


The above table shows that overall service *uality customer relation management and eE banking analysis by using structure minand canonical discriminate function coefficients. It is clear that = X EF.B/G Z 8.J91overall service *uality2 Z /./71 customer relationship management2 E8.78J eEbanking2 where = provides us the discriminant score of any customer, whose overall service*uality, customer relation management and eEbanking scores are known.

RESULTS

The results of the study indicates that overall service *uality, customer relation management and eEbanking in ICICI )ank. Thefollowing tables those results of hypothesis.

O2era00 Ser2#,e /'a0#)

8/4 There is no significant association between occupation and their opinions on over all service *uality of ICICI )ank

Ta!0e3: C'()*$er a0'e( *n O2era00 Ser2#,e /'a0#)

Cr*(()a!

O2era00 Ser2#,e /'a0#) T*)a0

D#((a)#(+#edM*dera)e0

Sa)#(+#edSa)#(+#ed

H#5"0

Sa)#(+#ed

O,,'a)#*n

)usinessCount 8 F /9 /8 7J

R within occupation 8.8R /1.0R GB.GR 9F.1R /88.8R

!mployeeCount / F 98 /B F7

R within occupation /.0R 0.BR F1.1R 98.JR /88.8R





T*)a0Count / /8 G9 7B J8

R within occupation /.7R /7.FR F9.JR 97.FR /88.8R

S*'r,e(: )inary >ata

Ta!0e3: C"#3S'are Te()(

a0'e d+ A($ S#5. %3(#ded<5earson ChiE*uare 7.80Ga 9 .FF9

'ikelihood "atio 7.910 9 .G01

N of #alid Cases J8


3rom the results that 9 cells 91.FR2 have epected count less than F. The minimum epected count is .9F.

3rom the above table chi s*uare is not significant sig. value is greater than 8.8F2, no evidence to re-ect null hypothesis. It meansthat there is no significant association between occupation and their opinions on over all service *uality of ICICI )ank.

C'()*$er Re0a)#*n Mana5e$en)

874 There is no significant association between occupation and their satisfaction levels on customer relationship management.

Ta!0e3: C'()*$er a0'e( *n CRM

Cr*(()a!

C'()*$er Re0a)#*n Mana5e$en) T*)a0

D#((a)#(+#edM*dera)e0

Sa)#(+#edSa)#(+#ed

H#5"0

Sa)#(+#ed

O,,'a)#*n

)usinessCount / F // // 7J

R within occupation 9.BR /1.0R 90.9R 90.9R /88.8R

!mployeeCount / B 79 77 F7

R within occupation /.0R //.FR GG.7R G7.9R /88.8R

Total Count 7 // 9G 99 J8R within occupation 7.FR /9.JR G7.FR G/.7R /88.8R

S*'r,e(: 5rimary >ata

Ta!0e317: C"#3S'are Te()(

a0'e d+ A($. S#5. %3(#ded<

5earson ChiE*uare .J1/a 9 .J97

'ikelihood "atio .JGF 9 .J90

N of #alid Cases J8

S*'r,e(: &uthors Compilation N*)e: a. 9 cells 91.FR2 have epected count less than F. The minimum epected count is .18.

It is observed from the above table that chi s*uare is not significant sig. value is greater than 8.8F2, no evidence to re-ect nullhypothesis. ence, there is no significant association between occupation and their satisfaction levels on customer relationshipmanagement.

E3Ban?#n5

894 There is no significant association between occupation and their satisfaction levels on eEbanking.

Ta!0e311: C"# S'are a0'e( *n E3Ban?#n5

Cr*(()a!

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.7G 5 a g e




e3!an?#n5 T*)a0

D#((a)#(+#ed M*dera)e0

(a)#(+#ed

Sa)#(+#ed H#5"0

(a)#(+#ed

Hccupation

)usinessCount / G /8 /9 7J

R within occupation 9.BR /G.9R 9F.1R GB.GR /88.8R

!mployeeCount / 0 /J 7G F7

R within occupation /.0R /1.9R 9G.BR GB.7R /88.8R

Total Count 7 /9 7J 91 J8R within occupation 7.FR /B.7R 9F.8R GB.7R /88.8R

S*'r,e(: 5rimary >ata

Ta!0e31%: C"#3S'are Te()(

a0'e d+ A($. S#5. %3(#ded<

5earson ChiEs*uare .981a 9 .0F0

'ikelihood ratio .988 9 .0B8

N of valid cases J8

S*'r,e(: &uthors Compilation N*)e: a. 9 cells 91.FR2 have epected count less than F. The minimum epected count is .18.

3rom the above table chi s*uare is not significant sig. value is greater than 8.8F2, no evidence to re-ect null hypothesis. It meansthat there is no significant association between occupation and their satisfaction levels on eEbanking. It is given to understandfrom Table E/9 that consolidated results of hypotheses.

Ta!0e316: C*n(*0#da)ed "*)"e(e( Te()ed

N'00 H*)"e(e( S#5. a0'e Re('0)

8/4 There is no significant association between occupation and their opinions on over all service*uality of ICICI )ank

8.FF9 &ccepted

874 There is no significant association between occupation and their satisfaction levels oncustomer relationship management

8.J97 &ccepted

894 There is no significant association between occupation and their satisfaction levels on eE banking

8.0F0 &ccepted


CUSTOMER SATISFACTION

Customers have started perceiving the services of bank through internet as a prime attractive feature than any other prime productfeatures of the bank. Customers have started evaluating the banks based on the convenience and comforts it provides to them.)ankers have started developing various product features and services using internet applications.

C'()*$er Re'#re$en)(

The successful online banking environment makes no demands at all on customer, other than re*uiring the ability to access theonline sales facility and the intention to buy something offered. owever, the environment should permit the customer to usewhatever payment method is desired, consistent with good business practice. In practice, this means ma-or credit cards as well asan appropriate selection of electronic payment methods. Ideally, online consumers should not have to make any choices or anyspecial arrangements to order products electronically. Merchants have grater responsibility to implement a specific product or setof products, raning from the use to secure web servers for different purposes. To provide seamless payment systems and other innovative services to consumer banks are working with companies like cybercash, first virtual, netscape, Microsoft and others.

I$a,) *+ On0#ne Ban?#n5

It has been observed that customers who adopt onEline banking are typically more profitable to the bank, stay with the bank longer and use more products strengthening the bank customer relationship. Information Technology and Internet banking has bridgedthe information gap, which was interestingly because of human involvement. )anks can make the information of products andservices available on their site, which is an advantageous proposition. 5rospective customer can gather all the information fromthe website and thus if he comes to the branch with *ueries it will be very specific and will take less time of employee. Customer can visit these websites and can compare the services offered by a bank with that of another. Customer can get all the information

by saving money and time. The trend thus emerging out is that of virtual corporate system where the human role is minimized to

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.7F 5 a g e




maimum effect. The overall banking size and structure has increased considerably. It can also be accredited to the current marketcharacteristics. More private players and multinational banks are establishing their base in India. !arlier nationalized bank dominated the scenario. Now after deregulation, private banks have emerged as a powerful force. &s a result, there is a fiercecompetition among these players for capturing the savings of individuals and current accounts of organizations. This has beenspearheaded by the liberalization in the insurance industry. Insurance industry is giving fierce competition through their offeringson various policies. This sudden surge has necessitated the use of technology in offering better services competitively andconse*uently, most of the banks have coupled IT with their offerings to add value. everal banks have been positioning

themselves as a one stop shop financial service provider with a fairly ehaustive range of products, including deposit products,loans, credit cards, debit cards, depository custody services2, investment advice, bill payments and various transactional services.)esides, third O party products such as mutual funds and insurance to the retail customers. To provide their customers grater fleibility and convenience as well as to reduce servicing costs, banks have been investing to computerize their branches and innew delivery channels such as &TMs, phone banking, internet banking and mobile banking.

Ta!0e31>: &e#5")ed A2era5e Ta!0e *+ C'()*$er Sa)#(+a,)#*n a0'e(

S. N*. C'()*$er Pre+eren,eRan?#n5 &e#5")ed

S,*re(Ran?

1 % 6 > 8

/ Che*ue book F J 9J /1 /7 %1 >

7 Internet banking 79 98 /F // 8/ 676 %

9 #alue added service GB 7/ 8J 8F 88 6> 1

G &TM cum bedit card 8G 7/ /G 90 87 %% 6

F Hthers 87 88 8F 8J BF 17 8


It is to observed from the table that weighted average of #alue added services are the leading factor for customer satisfaction,followed by internet banking. Net most of the customer preferring &TM cum debit card services is more preferable services.

EPILOGUE

& ma-or contribution of this study is the provision of an approach for managers to identify the factors of customer satisfaction inretail banking sector in India. &lthough the satisfaction levels are on the higher side, there remains a lot to be done by themanagement of the retail banks in order to maimize their customers+ satisfaction and improve the overall retention rates. Today,in India, almost every private as well as nationalized bank is providing IT based products and services to their customers and coEoperative banks have recently entered the scene, the financial reforms, globalization and liberalization measures brought in acompletely new operating environment to the )anks. ervices and 5roducts like K&ny where )ankingL, KTeleEbankingL, KInternet

bankingL, K6eb bankingL, KeEbankingL, KeEcommerceL and KeEbusinessL etc., have become the buzzwords of the day and the

)anks are trying to cope with the competition by offering innovative and attractive packaged technologyObased services to their customers. There is an urgent need of spreading the awareness among the common people. The small eecutives, farmers,housewives, persons working in unorganized sectors, are convinced to use banking and !E banking services. They should feel thattheir money is more safe and secure with the banks. It is envitable on the part of all the banks to protect customers from the cyber frauds by strictly adohering to the regulatory measures, which are in force.

To sum up, the main contribution of this study is the provision of an approach for the management of the banks to identify thefactors of customer satisfaction and future intentions towards them. The approach has integrated constructs or items beyond theservice *uality to capture the sphere of influence of ma-or factors that drive customer satisfaction. &lso, the study has endowedinsights and implications for bank management, thus enabling them to develop strategies to improve customer satisfaction andconse*uently, retention rates.

REFERENCES

/. &ndaleeb, yed aad; K5rivate and 5ublic ospitals in )angladesh4 ervice $uality and 5redictors of ospital ChoiceL,

Hea0)" P*0#, and P0ann#n5, #ol./F,No./,7888,pp. 0FE/87

7. &ndaleeb, yed aad; Kervice $uality in 5rivate and 5ublic ospitals in %rban )angladesh4 & Comparative tudyL,

E0(e2#er Hea0)" P*0#,- #ol. F9, 7888, pp. 7FE91.

9. &ndaleeb, yed aad; Kervice $uality 5erceptions and 5atient atisfaction4 & tudy of ospitals in a >evelopingCountryL, S*,#a0 S,#en,e and Med#,#ne, #ol. F7,788/, pp./9F0E18

G. &ndaleeb, . ., iddi*ui, N. and :handakar, ; K5atient atisfaction with ealth ervices in )angladeshL, ealth5olicy and 5lanning, #ol. 77, 7881, pp.7B9E19.

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.7B 5 a g e




F. )arden, 6.H. and Teel, .!; Kelected >eterminants of Consumer atisfaction and Complaints "eportsL, *'rna0 *+

Mar?e)#n5 Re(ear,"L, #ol 78, 3ebruary, /0J9, pp. 7/EJ.

B. )erry, ', 5arasuraman, &. and <eithaml, #; K3ive Imperatives for improving $L, S0*an Mana5e$en) Re2#e, #ol.70, summer,/008, pp. 70E9J

1. Cronin, . and Taylor, ; K!"#5!"3 versus !"#$%&'4 reconciling performanceEbased and perceptionsEminusE

epectations measurement of $L, *'rna0 *+ Mar?e)#n5- #ol. FJ, anuary, /00G, pp./7FE9/.

J. ureshchandar, @.., "a-endran, C., and &nantharaman , ".N; The relationship between service *uality and customer satisfaction O a factor specific approach, *'rna0 *+ Ser2#,e( Mar?e)#n5, #ol./B, No. G,7887, pp.9B9 O 10.

0. zymanski, >.M. and enard, >.>; Customer atisfaction4 & metaEanalysis of the !mpirical !videnceL, *'rna0 *+ )"e

A,ade$ *+ Mar?e)#n5 S,#en,e, #ol. 70, No./, 788/, pp. /BE9F.

/8. Teas, :; K!pectations, 5erformance !valuation and Customers+ 5erceptions of $ualityL, *'rna0 *+ Mar?e)#n5- #ol.F1 No. G, /009, pp./JE9G

//. =avas, %., )ilgin, <. and hemwell, >; K$ in the )anking ector in an !merging !conomy4 & Consumer urveyL,In)erna)#*na0 *'rna0 *+ Ban? Mar?e)#n5, #ol./F, No.B, /001, pp.7/1O79.

/7. <ahorik, &. and "ust, "; KModeling the Impact of $ of 5rofitability4 & "eviewL, &dvances in ervices Marketing and

Management, AI Pre((, @reenwich, CT, /007, pp.G0EBG.

/9. www.prgindia.com

/G. www.bankingfinance.com

=====

MEASURING THE IMPACT OF ENOYMENT ECITEMENT ON ONLINE SHOPPING

&ITH REFERENCE TO TAM MODEL

M*"#) Kanjan# Pree)# S#n5"17

ABSTRACT

6ith increasing incomes, people become more technocrats, from black and white to color televisions, from cassette players to portable mp9 players. &lthough the technology has advanced over the years but people have taken more time to accept adopt itin their life. 'ack of technology acceptance is a big challenge for the marketers. The paper summarizes online shopping

behavior research in a systematic way. & number of researches have dealt with online shopping behavior but purpose of thisstudy is to analyze factors affecting on online shopping behavior of consumers. Hne of the ob-ectives of this study is to cover some factors using T&M model along with 5erceived ecitement and en-oyment that influence on online shopping behavior,which were not covered in previous studies.

KEY&ORDS

Per,e#2ed Ea(e *+ U(e- Per,e#2ed U(a!#0#)- Per,e#2ed E9,#)e$en) Enj*$en)- On0#ne S"*#n5 Be"a2#*r e),.

INTRODUCTION

F#5're31

9Management tudent, ITM %niversity, Madhya 5radesh, India, kan-wani.mohit?gmail.com

10&ssistant 5rofessor, ITM %niversity, Madhya 5radesh, India, preetisinghmgmt?gmail.com


http://www.prgindia.com/

http://www.bankingfinance.com/




http://www.prgindia.com/

http://www.bankingfinance.com/







Many Companies have understood the potential of electronic commerce, not only as a way of reducing costs by automation andincreased efficiency, but, also as a medium to epand revenues through enhanced customer service. Corporate websites are aninterface through which customers and firms interact with each other.

!E Commerce Internet2 is now continually used for online shopping, whether it is about booking railway tickets, comparing

policy+s or buying fashion accessories for upcoming parties, online shopping is solution. Hnline shopping means, the shopping behavior of consumer in an online store or a website used for online purchasing purpose+ Monsuwe et al. 788G2. Indian market,showing traits of a new market economy has huge potential for online shopping. Hnline shopping has luuriantly grown duringthe recent years because of its uni*ue advantages for both consumers and retailers, such as shopping at round the clock facilities, reduced to store visits, less travel costs, and increased market area, decreasing overhead epenses and a broad rangeof products. More than 1FR of world+s online population has ordered goods over the internet in the recent years. The findingsof this paper will definitely help both customers in realizing the benefits of online shopping2 and companies by understandingtheir customers better2

LITERATURE REVIEW

Te,"n*0*5 A,,e)an,e M*de0 TAM<

In this paper, we have etended technology acceptance model T&M2 >avis, /0J02 to understand the variables, which affectonline shopping. Technology acceptance model is a foundation for eamination of customer+s approval of online shopping

toel and a, 78802. 5erceived ease of use 5!H%2 and perceived usefulness 5%2 are the two eternal variables of T&M>avis, /0J02+. T&M, >avis et al., /0J02 has been used as a tool of measuring online shopping by many, &hn et al. 788G2 andH+Cass and 3enech 788922. 6hile most studies etended T&M to an adapted simplified andDor epanded2 conceptualframework .

T"!&nlg' A!!"p)an!" M#"l 2TAM3

F#5're3%

6e have etended technology acceptance model by using perceived en-oyment and ecitement 5!&!2 as a 9rd eternal variablewhich affects online shopping intention.

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.7J 5 a g e




P"r!"i+"# U(",$ln"((

5erceived usefulness is the perception of an individual that usage of new system will help herDhim to achieve gains in their work performance. &lthough the online shopping is typically a T, elf ervice Technology2, it is an efficient search tool for productsand services. >avis /0J02 pointed out the importance of perceived usefulness4 users are driven to adopt an application primarily

because of functions it performs for them and secondarily for how easy or hard it is to get the system to perform those functions.If a person perceives that usefulness facilities are greater than the effort re*uired to use the internet then he D she will use the

internet for online shopping. %sing scales of >avis /0J02 and @efen et al. 78892, we measured how much online shopping proved useful to it current as well as potential users.

H84 5erceived usability has no significant impact on intention to shop online.

H/4 5erceived usability has significant impact on intention to shop online.

P"r!"i+"# Ea(" , U("

5erceived ease of use is the perception of an individual that it re*uires no cost or effort in the adoption of new system or technology. In /0J0 in a theory of reasoned action >avis2 O T&M O eplained the acceptance or renunciation of a newtechnology. >avis+ model used two key factors, !ase of use and usability. 3urther research on this model has also shown asignificant correlation between ease of use and usability <hou '. and <hang, >. 78812, him, and 6arrington 788/22. The

perceived ease of use is defined as Kthe etent to which a person believes that using the system will be free of effortL >oll et al.,/0JJ2. It suggests that eisting tools, methods and routines can be applied to current situation. In such a case, there will be no

perception of uncertainty !riksson and harma, 78892. >avis, in his original model /0J02 found that ease of learning has been

an important component of ease of using. This has been validated also in research by &dams et al. /0072, egars and @rover /0092, ubramanian /00G2 and >oll et al. /00J2. %sing scales of >avis /0J02 and @efen et al. 78892, we measured how muchonline shopping was easy to use for its actual as well as potential users.

H84 5erceived ease of use has no significant impact on intention to shop online.H74 5erceived ease of use has significant impact on intention to shop online.

P"r!"i+"# En5'm"n) an# E6!i)"m"n)

5erceived en-oyment and ecitement is the individual perception that by adopting new system or technology heDshe will have pleasure. %sing a new technology and interface will ecite a person, motivating himDher to use that technology. )eing anessential element of online shopping, it imparts fun in online shopping leading to more active participation in online shopping.

su and 'u, 788G2 in their research showed that en-oyment effects online shopping. Thong et al. 788B2 suggested a significantimpact of en-oyment on shopping.

Triandis, /0J82 also discussed that the feelings of delight, pleasure and -oy have encouraging affect on online shopping. &scompared with the offline shopping, online shopping can be e*ually en-oyable and en-oys certain merits over offline shopping.Measuring the same using scales of Moon and :im, 788/2 we have the following hypothesis.

H84 5erceived !n-oyment has no significant impact on intention to shop online.H94 5erceived !n-oyment has significant impact on intention to shop online.

In)"n)in ) S&p Onlin"

Hnline shopping is the consumers shopping behavior to shop online. The people who find it easy to use, useful and en-oyablecan accept online shopping. Technology acceptance model is used to understand the variables that affect online shopping. Thesevariables are perceived usefulness, perceived ease of use and perceived en-oyment and ecitement. & person may have aminiature amount of intention because of presence of constraints behavioral control factors2 leading to a negative intentiontowards online shopping but the stronger an individual+s behavioral intention is, the more likely he is to perform the behavior.

5revious studies have adopted various scales to measure respondents+ eEshopping intention4 a twoEpoint scale and multiEpoint*ualitative scales. &mong the latter, fiveEpoint scales and sevenEpoint scales have been most commonly used. !arly studies usedintegrated short and longEterm intentions !.g., Choi and @eistfeld, 788G; arvenpaa et al., 7888; van der ei-den et al2. 5reviousstudies have adopted various scales to measure respondents+ eEshopping intention4 a twoEpoint scale and multiEpoint *ualitativescales. %sing a seven point scale Moon and :im, 788/22, following hypothesis are made.

H84 Intention to hop Hnline has no significant impact on customer satisfaction.HG4E Intention to hop Hnline has significant impact on customer satisfaction.

HYPOTHESES REGARDING DEMOGRAPHICS

H>/4 The age of the customer has no differentiation on online customer satisfaction.





H>/&4 The age of the customer has significant differentiation on online customer satisfaction.H>74 The gender of the customer has no differentiation on online customer satisfaction.H>7&4 The gender of the customer has significant differentiation on online customer satisfactionH>94 The occupation of the customer has no differentiation on online customer satisfaction.H>9&4 The occupation of the customer has significant differentiation on online customer satisfactionH>G4 The state of domicile of the customer has no differentiation on online customer satisfaction.H>G&4 The state of domicile of the customer has significant differentiation on online customer satisfaction.


In this busy life, we want everything at a convenience whether it is about mobile recharges, or bank transactions, the same is thecase of online shopping. The paper tries to eamine the impact, which en-oyment and ecitement bear on online shoppingintentions.

Da)a ,*00e,)#*n

& selfEadministered, structured *uestionnaire was made to collect the data. The designed *uestionnaire was uploaded on googledrive, and the link had been sent to around 788 respondents i.e. our target sample size. Hut of which /F8 were filled and in these/F8, the blank forms were dropped out.

Mea('re(

& *uestionnaire comprising of G sections with 7G *uestions was used for the purpose of measurement. 3or the study, a seven point and a five point 'ikert scale was used ranging from Ktrongly >isagree to trongly &greeL, as it is more reliable and provides a greater volume of data.

Da)a Ana0(#( Te,"n#'e

3or the purpose of this study, etensive use of the tatistical software known as the tatistical 5ackage for ocial ciences52 is used to calculate various factors to know relations between variables in order to prove the hypotheses. The followingtools used for the analysis and interpretation are TEtest, &nova, "egression analysis.

FINDINGS 7 INTERPRETATIONS

R"gar#ing D"mgrap&i!(


H>/&4 The age of the customer has significant differentiation on online customer satisfaction.Ta!0e31: ANOA


&n &NH#& analysis was conducted to compare consumer satisfaction as a condition of age. There was a significant difference inscores for age MX 9.888888, .dX /.08F0F2 and customer satisfaction MX 7.JJ9B, .dX .9G9JB2 conditions, t X.1GJ, pX8.8792.These results suggest that age really does have an effect on consumer satisfaction. pecifically there is a significant role of age inonline customer satisfaction.

Ta!0e3%: Indeenden) Sa$0e( Te()

tEtest for !*uality of Means

t >f ig.

7Etailed2

Mean

>ifference

td. !rror

>ifference

0FR Confidence

Interval of >ifference

'ower %pper

M!&NAC !*ual #ariances

assumed

.G9G /GB .BBF .87F87 .8F1FJ E.8JJ1J ./9JJ7

!*ual #ariances

not assumed

.G91 /97.8J/ .BB9 .87F87 .8F177 E.8JJ/J ./9J7/



M!&NAC

um of *uares df Mean *uare 3 ig.

)etween @roups /.J19 1 .7BJ 7.G/F .879

6ithin @roups /F.F8J /G8 .///

Total /1.9J/ /G1




H>74 The gender of the customer has no differentiation on online customer satisfaction.H>7&4 The gender of the customer has significant differentiation on online customer satisfaction.

&n independent sample t test was conducted to compare consumer satisfaction as a condition of gender. There was a significantdifference in scores for gender MX 7.JJ/9/B/, .dX .9G9BJ72 and customer satisfaction MX 7.JJ9B, .dX .9G9JB2 conditions,tX.G9G, pX8.BBF2 . These results suggest that gender really does not have an effect on consumer satisfaction. pecifically there is

no significant role of age in online customer satisfaction.

H>94 The occupation of the customer has no differentiation on online customer satisfaction.H>9&4 The occupation of the customer has significant differentiation on online customer satisfaction

Ta!0e36: ANOA


&n &NH#& analysis was conducted to compare consumer satisfaction as a condition of occupation. There was a significant

difference in scores for occupation MX 7.FB8J, .dX /./102 and customer satisfaction MX 7.JJ9B, .dX .9G9JB2 conditions, tXE9.G1, pX8.88B2. These results suggest that occupation really does have an on effect consumer satisfaction. pecifically there isa significant role of occupation in online customer satisfaction

H>G4 The state of domicile of the customer has no differentiation on online customer satisfaction.H>G&4 The state of domicile of the customer has significant differentiation on online customer satisfaction.

Ta!0e3>: ANOA


&n &NH#& analysis was conducted to compare consumer satisfaction as a condition of state of domicile. There was a significantdifference in scores for state of domicile MX /.FG, .dX 8.F02 and customer satisfaction MX 7.JJ9B, .dX .9G9JB2 conditions, tXE7G.F1, pX8.9/02. These results suggest that state of domicile really does not have an effect on consumer satisfaction.pecifically there is no significant role of state of domicile on in online customer satisfaction

D"(!rip)i+" R"la)"# ) W"*(i)"( U("#

Ta!0e38: &e!(#)e M*()0 U(ed

3re*uency 5ercent #alid 5ercent Cumulative 5ercent

#alid

myntra JG FB.8 FB.8 FB.8

snapdeal 0 B.8 B.8 B7.8

3lipkart 0 B.8 B.8 BJ.8

-abong 79 /F.9 /F.9 J9.9

ebay B G.8 G.8 J1.9yebhi 0 B.8 B.8 09.9

star c- G 7.1 7.1 0B.8

Hthers B G.8 G.8 /88.8

Total /F8 /88.8 /88.8


Ta!0e3: De(,r#)#2e S)a)#()#,(


M!&NAC


)etween @roups /.B90 G .G/8 9.179 .88B

6ithin @roups /F.1G7 /G9 .//8

Total /1.9J/ /G1

M!&NAC


)etween @roups .717 7 ./9B /./F9 .9/0

6ithin @roups /1./80 /GF .//J

Total /1.9J/ /G1


websitemostlyused /F8 /.88 J.88 7.FG88 7.80181

#alid N listwise2 /F8





H'p)&"(i( Anal'(i(

H84 5erceived usability has no significant impact on intention to shop online.H8&4 5erceived usability has significant impact on intention to shop online. &lternative ypothesis2

Ta!0e3: ANOAa

Model um of *uares df Mean *uare 3 ig.

/

"egression 7J.11B / 7J.11B /87./8J .888 b

"esidual G/./GF /GB .7J7

Total B0.07/ /G1

a. >ependent #ariable4 M!&NAHI

b. 5redictors4 Constant2, M!&NA5%


Ta!0e3: C*e++#,#en)(a


& linear regression was conducted to compare online shopping intention as a condition of perceived usefulness. There was asignificant difference in scores for perceived usefulness MX F.B/, .dX 8.1J2 and online shopping intention MX F.1/, .dX8.BJ2 conditions, tX/8./8, pX8.8882. These results suggest that perceived usefulness really does have an effect on onlineshopping intention. pecifically there is a significant role of perceived usefulness on in online shopping intention.

H/4E 5erceived ease of use has no significant impact on intention to shop online.H/&4E 5erceived ease of use has significant impact on intention to shop online.

Ta!0e3: ANOAa


/

"egression 7B.0G0 / 7B.0G0 0/.FB/ .888 b

"esidual G7.017 /GB .70G

Total B0.07/ /G1


b. 5redictors4 Constant2, M!&NA5!%


Ta!0e317: C*e++#,#en)(a


& linear regression was conducted to compare online shopping intention as a condition of perceived ease of use. There was asignificant difference in scores for perceived ease of use MX F.B/, .dX 8.1J2 and online shopping intention MX F.1/, .dX8.BJ2 conditions, t X0.FB, pX8.8882. These results suggest that perceived ease of use really does have an effect on onlineshopping intention. pecifically there is a significant role of perceived ease of use in online shopping intention

H74 5erceived !n-oyment has no significant impact on intention to shop online.H7&4 5erceived !n-oyment has significant impact on intention to shop online.


Model %nstandardized Coefficients tandardized Coefficients t ig.

) td. !rror )eta/

Constant2 7.FGB .9/B J.8GJ .888

M!&NA5% .FBG .8FB .BG7 /8./8F .888



) td. !rror )eta

/ Constant2 /.J07 .G87 G.18J .888M!&NA5!% .BB7 .8B0 .B7/ 0.FB0 .888





Ta!0e311: ANOAa


/

"egression 9F.BG7 / 9F.BG7 /F/.J8F .888 b

"esidual 9G.710 /GB .79F

Total B0.07/ /G1




Ta!0e31%: C*e++#,#en)(a


& linear regression was conducted to compare online shopping intention as a condition of perceived en-oyment. There was asignificant difference in scores for perceived en-oyment MX B.11, .dX 8.002 and online shopping intention MX F.1/, .dX

8.BJ2 conditions, tX/7.97, pX8.8882. These results suggest that perceived en-oyment really does have an effect on onlineshopping intention. pecifically there is a significant role of perceived en-oyment on in online shopping intention

H94 Intention to hop Hnline has no significant impact on customer satisfaction.H9&4 Intention to hop Hnline has significant impact on customer satisfaction.

Ta!0e316: ANOAa


/

"egression .887 / .887 .8/J .J09 b

"esidual /1.910 /GB .//0

Total /1.9J/ /G1




Ta!0e31>: C*e++#,#en)(a


& linear regression analysis was conducted to compare customer satisfaction as a condition of online shopping intention. Therewas a significant difference in scores for online shopping intention MX F.1/, .dX 8.BJ2 and customer satisfaction MX 7.JJ9B,.dX .9G9JB2 conditions, tX8./9F, pX8.J092. These results suggest that online shopping intention really does not have an effect ononline shopping intention. pecifically there is no significant role of online shopping intention on customer satisfaction.

Ta!0e318: S'$$ar *+ F#nd#n5(

S. N*. H*)"e(#( A,,e)ed 4

N*) A,,e)ed

S#5. Mean S). De2. T3)e()

/H>/4 The age of the customer has no differentiation on

online customer satisfaction.

Not &ccepted

.879 7.JJ9B .9G9JB /0.71F

7H>/&4 The age of the customer has significant

differentiation on online customer satisfaction.

&ccepted

9H>74 The gender of the customer has no differentiation

on online customer satisfaction.

&ccepted

.BBF F.1B7J 8.BJ19B 9G.0FB

G H>7&4E The gender of the customer has significant Not &ccepted



) td. !rror )eta

/Constant2 7.1JB .7G/ //.FB1 .888

M!&NA5!% .F8B .8G/ .1/G /7.97/ .888



) td. !rror )eta

/Constant2 7.JF7 .791 /7.8/9 .888

M!&NA5!% .88B .8G/ .8// ./9F .J09





differentiation on online customer satisfaction

FH>94 The occupation of the customer has no


Not &ccepted

.88B 7.JJ9B .9G9JB 7B.7F8

BH>9&4 The occupation of the customer has significant


&ccepted

1H>G4 The state of domicile of the customer has no


&ccepted

.9/0 7.JJ9B .9G9JB 9/.FG1

JH>G&4 The state of domicile of customer has significant


Not &ccepted

0H84 5erceived usability has no significant impact on

intention to shop online.

Not &ccepted

.888 F.B/10 8.1JF8G J.8GJ

/8H8&4 5erceived usability has significant impact on

intention to shop online. &lternative ypothesis2

&ccepted

//H/4 5erceived ease of use has no significant impact on


Not &ccepted

.888 F.1189 8.BGBBF G.18J

/7H/&4 5erceived ease of use has significant impact on


&ccepted

/9H74 5erceived !n-oyment has no significant impact on


Not &ccepted

.888 F.1JBB 8.019B //.FB1

/GH7&4 5erceived !n-oyment has significant impact on


&ccepted

/FH94 Intention to hop Hnline has no significant impact

on customer satisfaction.

&ccepted

.J09 F.1/79 8.BJ0B /7.8/9

/BH9&4 Intention to hop Hnline has significant impact on

customer satisfaction. &lternative ypothesis2

Not &ccepted



The main limitation of this paper is time constraint. In a short span of time, we had to manage with a small sample size along withlimited resources. &s the *uestionnaire was online, there was less familiarity among the respondents. owever, as the onlineshopping has huge potential, the paper maintains the same status *uo and can be used in future for a research at a bigger level.

CONCLUSIONS

3rom the study it is identified that the overall impact that respondents were positively influenced by their intention to shop onlinewhich was evaluated by regression analysis, although intention to shop online did not show a significant impact on online customer satisfaction, The study showed positive as well as significant impact of en-oyment and ecitement on intention to shop online.

REFERENCES

/. &dams, >.&., Nelson, ".". and Todd, 5.&. /0072, K5erceived usefulness ease of use, and usage of informationtechnology4 a replicationL, MI $uarterly, #ol. /B No. 7, pp.

2 &hn, Tony, eewon "yu, and Ingoo an 788G2. KThe impact of the online and offline features on the user acceptanceof internet shopping mallsL. 7lec&ron'c 8ommerce 9e-earch an+ **l'ca&'on-, 3 (4), 40%"420

9. )hatnagar, &mit, an-og Misra, and "aghav . "ao 78882. KHn risk, convenience and internet shopping behaviorL.8ommun'ca&'on- o &he 8M , G9 //2, 0JE/8F.

G. )arkhi, ". and 6allace, '. 78812 KThe impact of personality type on purchasing decision in virtual storesL,Information Technology Management, #ol. J No. G, pp. 9/9E98.

F. )hattacher-ee, &, 788/2 K%nderstanding information systems continuance4 an epectationEconfirmation modelL, MI$uarterly, #ol. 7F No. 9, pp. 9F/E18.

B. Choi, ayoung and 'oren #. @eistfeld 788G2. K& crossEcultural investigation of consumer eEshopping adoptionL. Journal o 7conom'c P-ycholo/y, 7F B2, J7/EJ9J

1. Chen, '., @illenson, M.'. and herrell, >.'. 78872 K!nticing online consumers4 an etended international -ournal of )ank MarketingL, #ol. 7B No.F, pp. F//E9F.





J. Chang, Man :it, 6aiman Cheung, and #incent . 'ai 788F2. K'iterature derived reference models for the adoption of online shopping.L Inorma&'on Mana/emen& , G7. FG9EFF0.

0. Chen, 'eiEda, Mark '. @illenson, and >aniel '. herrell 78872.L !nticing online consumers4 &n etended technologyacceptance perspectiveL. Inorma&'on Mana/emen& , 90, 18FE1/0.

/8. >avis, 3.>, /0J02 K5erceived usefulness, perceived ease of use, and user acceptance of information technologyL, MI$uarterly, #ol. /9 No. 9, pp. 9/0EG8.

//. >avis, 3red >. /0092. K%ser acceptance of information technology4 ystem characteristics, user perceptions, and behavioral impactsL. In&erna&'onal Journal o Man"Mach'ne S&u+'e-, 9J 92, G1FEGJ1. G9

/7. >avis, 3red >., "ichard 5. )agozzi, and 5aul ". 6arshaw /0J02. K%ser acceptance of computer technologyL4 &comparison of two theoretical models. Mana/emen& Sc'ence, 9F J2, 0J7E/889.

/9. >oll, 6.., and Torkzadeh, @. K The measurement of end user computing satisfactionL, MI $uarterly /7472 /0JJ, pp7F0E71G.

/G. @oldsmith, "onald !. 78872. K!plaining and predicting consumer intention to purchase over the internetL4 &neploratory study. Journal o Mar.e&'n/ 5heory an+ Prac&'ce, /8 72, 77E7J.

/F. @oldsmith, "onald !. and !lizabeth ). @oldsmith 78872. K)uying apparel over the internet.L 5he Journal o Pro+uc&

an+ ;ran+ Mana/emen& , // 7D92, J0E/88.

/B. @efen, >., :arahanna, !. and traub, >.6. 78892 KIneperience and eperience with online stores4 the importance of T&M and trustL, I!!! Transaction on !ngineering Management, #ol. F8 No. 9, pp. 981E7/.

/1. su, C.'. and 'u, .5 788G2 K6hy do people play onEline gamesS &n etended T&M with social influence and floweperienceL, Information and Management, #ol. G/ No. 1, pp. JF9EBJ.

/J. arvenpaa, irkka '., Noam Tractinsky, and Michae #italel 78882. Consumer trust in an internet store. Inorma&'on5echnolo/y an+ Mana/emen& , /, GFE1/.

/0. :umar, ". 788F2 "esearch Methodology4 K& stepEbyEstep guide for beginnersL, 7nd ed., age 5ublications, Newbury5ark, C,&.

78. Mc:inney, #., :. =oon, and 3. <ahedi. 7887. The measurement of 6ebEcustomer satisfaction4 &n epectation anddisconfirmation approach. Information ystems "esearch, /992, 70BE9/F.

7/. Moon, .6. and :im, =.@. 788/2 K!tended the T&M for a worldEwideEweb contetL, Information and Management,#ol. 9J No. G, pp. 7/1E98.

77. Monsuwe, T.5.=., >ellaert, )[email protected]. and "uyter, :.> 788G2 K6hat derives consumers to shop onlineS & literaturereviewL, International -ournal of ervice Industry Management, #ol. /F, No./, pp. /87E7/.

79. Hliver, ". and . wan. /0J0. Consumer perceptions of interpersonal e*uity and satisfaction in transactions4 a fieldsurvey approach. ournal of Marketing, F9 &pril2, 7/E9F.

24 H+Cass, &ron and Tino 3enech 78892. K6eb retailing adoption4 !ploring the nature of internet users web retailing behaviorL Journal o 9e&a'l'n/ an+ 8on-umer Ser'ce-, 10, $1"!4

7F. toel, '. a, . 78802 KConsumer eEshopping acceptance4 antecedents in a T&M,L ournal of )usiness "esearch, #ol.B7 No. F, pp. FBFE1/.

7B. egars, &. ., and @rover, #. K"eEeamining 5erceived !ase of %se and %sefulness4 & Confirmatory 3actor &nalysis,L

MIS <uar&erly /14G2, >ecember /009, pp. F/1EF7F.

71. hih, ungE5in 788G2. K&n empirical study on predicting user acceptance of eEshopping on the 6eb. Inorma&'on= Mana/emen& , G/, 9F/E9BJ.

7J. him, oyeon, Mary &nn !astlick, herry '. 'otz, and 5atricia 6arrington 788/2. K&n online prepurchase intentionsmodelL4 The role of intention to search. Journal o 9e&a'l'n/ , 11, 901EG/B.

70. ubramanian, @../00G2. & replication of perceived usefulness and perceived ease of use measurement. >ec'-'onSc'ence-,2%,%?@,$@3"4





98. Teo, Thompson . . and =uanyou =u 788F2. KHnline buying behavior4 & transaction cost economics 5erspectiveL.#me/a, 99 F2, GF/EGBF.

9/. Thong, .=.'., ong, .. and Tam, :.=. 788B2 KThe effects of postEadoption beliefs on the epectationEconfirmationmodel for information continuanceL, international ournal of umanEComputer tudies, #ol. BG No. 0, pp. 100EJ/8.

97. Todd, 5.&. and arvenpaa, ,' /0012 KConsumer reaction to electronic shopping on the world wide web,L ournal of !lectronic commerce, #ol. / No.7 pp. F0EJJ.

99. Triandis, .C. /0J82 K#alues, attitude, and interpersonal behaviorL, in owe, .!. and 5age, M.M. !ds2, Nebraskaymposium on Motivations, %niversity of Nebraska 5ress, 'incoln, N!.

9G. %mair Cheema , Muhammad "izwan, "izwan alal , 3aiza >urrani, Nawal ohail, K The trend of online shoppingin 7/st century4 impact of en-oyment in tam modelL, &sian ournal of !mpirical "esearch 9724/9/E/G/.

9F. #an, der, ei-den, . 788G2 K%ser acceptance of hedonic information systemL. MI $uarterly, #ol. 7J No. G, pp. B0FE18G.

9B. #an der ei-den, ans and Tibert #erhagen 788G2.L Hnline store image4 Conceptual foundation and empiricalmeasurement.L Inorma&'on Mana/emen& , G/, B80EB/1.

91. #an der ei-den, ans, Tibert #erhagen, and Marcel Creemers 78892. K%nderstanding online purchase intentions4Contributions from technology and trust perspectivesL. 7uro*ean Journal o Inorma&'on Sy-&em-, /7, G/EGJ

9J. #enkatesh, #., and >avis, 3. >. Q& Theoretical !tension of the Technology &cceptance Model4 3our 'ongitudinal3ield tudies, KManagement cience GB472, 7888, pp. /JBE78G.

Anne9're

G"n"ral D"mgrap&i!(

Ta!0e31: A5e


#alid

/8E/F F/ 9G.8 9G.8 9G.8

/FE78 /0 /7.1 /7.1 GB.1

78E7F /0 /7.1 /7.1 F0.9

7FE98 70 /0.9 /0.9 1J.1

98E9F /F /8.8 /8.8 JJ.1

9FEG8 0 B.8 B.8 0G.1

G8EGF B G.8 G.8 0J.1

J.88 7 /.9 /.9 /88.8

Total /F8 /88.8 /88.8


Ta!0e31: S)a)e *+ D*$#,#0e


#alid

Madhya 5radesh 11 F/.9 F/.9 F/.9

Mumbai BF G9.9 G9.9 0G.1

Hthers J F.9 F.9 /88.8

Total /F8 /88.8 /88.8


Ta!0e31: O,,'a)#*n


#alid

)usiness GG 70.9 70.9 70.9

ousewife /B /8.1 /8.1 G8.8

tudent B7 G/.9 G/.9 J/.9

ervice 7/ /G.8 /G.8 0F.9

Hthers 1 G.1 G.1 /88.8

Total /F8 /88.8 /88.8






Ta!0e31: Gender


#alid

Male J0 F0.9 F0.9 F0.9

female B/ G8.1 G8.1 /88.8

Total /F8 /88.8 /88.8




H>/&4 The age of the customer has significant differentiation on online customer satisfaction.

Ta!0e3%7: De(,r#)#2e(


H>74 The gender of the customer has no differentiation on online customer satisfaction.H>7&4 The gender of the customer has significant differentiation on online customer satisfaction.

Ta!0e3%1: Gr*' S)a)#()#,(


H>94 The occupation of the customer has no differentiation on online customer satisfaction.H>9&4 The occupation of the customer has significant differentiation on online customer satisfaction.

Ta!0e3%%: De(,r#)#2e(


H>G4 The state of domicile of the customer has no differentiation on online customer satisfaction.H>G&4 The state of domicile of the customer has significant differentiation on online customer satisfaction.

Ta!0e3%6: De(,r#)#2e(


M!&NAC

N Mean td. >eviation td. !rror 0FR Confidence Interval for Mean Minimum Maimum

'ower )ound %pper )ound

/8E/F F8 7.1FB1 .79B7/ .899G8 7.BJ0F 7.J79J 7./1 9.99

/FE78 /0 9.8G8G .G7GBG .801G7 7.J9F1 9.7GF8 7.99 G./1

78E7F /0 7.070J .G9F87 .800J8 7.178/ 9./90F 7.88 9.B1

7FE98 7J 7.0FJ9 .9F87B .8BB/0 7.J77F 9.80G7 7.F8 G.8898E9F /F 7.J11J .70JF0 .81180 7.1/7G 9.8G9/ 7./1 9.F8

9FEG8 0 7.0J/F .7B097 .8J011 7.11GF 9./JJF 7.F8 9.99

G8EGF B 7.0GGG .GG98F ./J8JJ 7.G10F 9.G80G 7.F8 9.F8

J.88 7 7.F888 .88888 .88888 7.F888 7.F888 7.F8 7.F8

Total /GJ 7.JJ9B .9G9JB .87J71 7.J711 7.090G 7.88 G./1

@ender N Mean td. >eviation td. !rror Mean

M!&NAC Male J1 7.J090 .9G019 .891F8female B/ 7.JBJ0 .991B9 .8G979

M!&NAC

N Mean td.>eviation

td. !rror 0FR ConfidenceInterval for Mean

Minimum Maimum

'ower)ound

%pper)ound

)usiness G7 7.1JF1 .71JB/ .8G700 7.B0J0 7.J17F 7./1 9.F8

ousewife /B 7.1J/9 .7GJJG .8B77/ 7.BGJ1 7.0/9J 7.F8 9.F8

tudent B7 7.JJJ1 .911/7 .8G1J0 7.1070 7.0JGF 7.88 G./1

ervice 7/ 9.8B9F .9G9F8 .81G0B 7.081/ 9.7/0J 7.F8 9.B1

Hthers 1 9.//08 .9/G01 .//08F 7.J711 9.G/89 7.J9 9.F8






R"gar#ing H'p)&"(i(

H84 5erceived usability has no significant impact on intention to shop online.H8&4 5erceived usability has significant impact on intention to shop online. &lternative ypothesis2

F#5're3%


H/4 5erceived ease of use has no significant impact on intention to shop online.H/&4 5erceived ease of use has significant impact on intention to shop online. &lternative ypothesis2

F#5're36


H74 5erceived !n-oyment has no significant impact on intention to shop online.H7&4 5erceived !n-oyment has significant impact on intention to shop online. &lternative ypothesis2

F#5're3>


M!&NAC

N Mean td.>eviation

td.!rror

0FR ConfidenceInterval for Mean

Minimum Maimum

'ower )ound

%pper )ound

Madhya 5radesh 1B 7.J18B .9F87G .8G8/1 7.108B 7.0F8B 7.88 G./1

Mumbai BG 7.J1BB .97/10 .8G877 7.10B7 7.0FB0 7./1 9.B8

Hthers J 9.8B7F .GGGJJ ./F170 7.B08B 9.G9GG 7.99 9.B1






H94 Intention to hop Hnline has no significant impact on customer satisfaction.H9&4 Intention to hop Hnline has significant impact on customer satisfaction. &lternative ypothesis2

F#5're38


=====

MEASURING THE IMPACT OF SERICE RECOERY STRATEGIES

ON CUSTOMER LOYALTY AND &ORD OF MOUTH

&ITH RESPECT TO CUSTOMER SATISFACTION AS A MEDIATING FACTOR

Pree)# S#n5"11 S"#2an5ee G*a01%

ABSTRACT

'oyal customers are a vital asset of service companies. The most effective way to ensure repeated customers is to provide a product and service that meets or eceeds the customer+s epectations every time. 3ulfillment of customer+s epectations leadsto customer satisfaction, which is crucial for the survival of any business organization. owever, service failures are oftenunavoidable due to human and nonEhuman errors. uch failures to perform a service inevitably lead to customer dissatisfaction. It has been recognized that once a service failure occurs, it becomes crucial that service recovery be effectivelycarried out. ervice recovery involves those actions designed to resolve problems, alter negative attitudes of disEsatisfied

11&ssistant 5rofessor, ITM %niversity, Madhya 5radesh, India, preetisinghmgmt?gmail.com

12tudent, ITM %niversity, Madhya 5radesh, India, shivangeegoyalitmu?gmail.com










consumers and to ultimately retain these customers. This paper reports on a study investigating key attributes of servicerecovery strategies in mobile service providers with measuring its impact on customer loyalty and 6oM with moderatingeffect of customer satisfaction.

KEY&ORDS

Ser2#,e Re,*2er S)ra)e5#e(- C'()*$er Sa)#(+a,)#*n- C'()*$er L*a0)- &*rd *+ M*')" e),.

INTRODUCTION

KThe best way to find you is to lose yourself in the service of others.LMahatma @andhi2

'osing our self in the service of others means giving customers better services so that they are more satisfied. & firm+s success notonly depends on *uality products but also on a good customer service. $uality customer service consists in satisfying theepressed needs as well as complying with customer re*uirements. owever, mistakes are inevitable while providing services as

pointed out by authors such as Chang and siao 788J2, >e6itt et al. 788J2, uang 788J2, Michel and Meuter 788J2 and#arela et al. 788J2. atisfaction D dissatisfaction levels are adversely affected by company errors as they affect endEuser

perception Michel and Meuter, 788J2. In addition, if a customer is dissatisfied, it has a potential to diminish an organisation+scustomer base; erode the firm+s reputation 'eves*ue and Mc>ougall, /00B2. These conse*uences of dissatisfaction are true

particularly in service industries where customer dissatisfaction is a significant problem 3ornell, /007; ingh, /0082. To meetthese service failures, an effective service recovery strategy is important. art et al. /0082 stress that a good recovery can turn

angry frustrated customers into loyal ones. Therefore, the purpose of the study is to draw the attention towards the servicerecovery strategies that should be adopted by mobile service providers and a research model that links customer satisfaction withcustomer loyalty and word of mouth.

OBJECTIVE OF STUDY

• To study the impact of service recovery strategies on customer satisfaction.

• To study the impact of customer satisfaction on customer loyalty and word of mouth.

LITERATURE REVIEW

S"r+i!" R"!+"r'

&s stated customers are a vital assets for any organization, but what makes these customer delighted. In other words, how can we

maimize customer satisfactionS & clearEcut answer is to minimize the chances of service failure. &ccording to )ell and <emke,/0J1, service failure occurs when the *uality of service delivery fall short of customers+ epectations. 6e know to err is human,service failure for any organization is inevitable, but a solution to this problem is service recovery. ervice recovery involvesactions designed to resolve problem, alter negative attitudes of dissatisfied consumers and ultimately retain these customersMiller et al., 78882. 3our key elements of successful service recovery namely strategiesEacknowledgement, eplanation, apology,and compensation were suggested by )itner et al. /0082.

&lthough today+s era is full of services from financial, to banking and many other, but an indispensible service used by almosteach and every is telecom service. India, world+s biggest emerging mobile market with diversified telecom service providers. The

present paper tries to analyze the impact of service recovery on customer loyalty, using customer satisfaction as a moderatingfactor. Many early studies like those of. 'eves*ue and Mc>ogugall 78882, art et al. /0082 found that service three types of action constitute servie recovery, which can be used solely or in some combination, /2 apologize acknowledging the problem2;72 assistance fiing the problem2; and 92 compensation paying for the costs of the problem2.

C$()m"r Sa)i(,a!)in

Customer satisfaction is a feeling of a customer, which enables him to measure the etent to which product, or service performance matches his predefined epectations, it is more over a process. The theory of Kepectancy disconfirmation,L is themost widely adopted theory, which views satisfaction as largely based on meeting or eceeding epectation !revelles and'eavitt, /007; Tse et al., /0082. Many "esearchers like Hliver and wan, /0J0 have shown that satisfaction is positively related todisconfirmation. In simple words, if for a customer, performance is greater than his epectations, he is more of delighted, if ite*uals his epectation, he is satisfied and if it is below his epectations, he is dissatisfied. The service recovery researches haveshown that this disconfirmation model is applicable in recovery situations as well )oshoff, /0012

C$()m"r L'al)'

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.G8 5 a g e




3or any company, customers are most vital assets for any organization and the factor, which makes these customers vital, is their loyalty. This customer loyalty, acts a basis of -udging eEbusiness model designs. Hnline companies perceive that developing trustmakes lasting relationships but a *uick, shortEterm sale will leave a customer deceived. mith and )olton /00J2 in their paper

proved that satisfaction after a service recovery affects customer retention and customers wordEofEmouth. o this service recoveryneeds to significantly effect repurchase behaviors.

Wr# , M$)&

6ordEofEmouth means informal communication among the current consumers regarding the characteristics of a business or a product 6estbrook, /0J12. In a service setting, it is important that if failure occurs steps must be taken to pacify the dissatisfiedcustomers. If not, it is highly likely that they either will eit or engaged in negative 6HM to the detriment of the service provider.The result would be lost sales and profits. Hn the other hand, consumers who receive fair service recovery are more likely torepatronize the service provider and even engage in positive 6HM behavior, thus spreading goodwill for the service provider.)lodgett et al. /0012 confirmed that interactional -ustice had large impact on 6HM intentions. &s such, satisfaction with servicerecovery would encourage positive 6HM communication.

RESEARCH MODEL

F#5're31: A Ser2#,e Re,*2er Re(ear," M*de0

/ G

7

9 F


HYPOTHESIS OF STUDY

8/4 &pology has no impact on customer satisfaction.&/4 &pology has a significant impact on customer satisfaction. &lternative ypothesis2874 3iing the problem has no impact on customer satisfaction.&74 3iing the problem has a significant impact on customer satisfaction. &lternative ypothesis2894 Compensation has no impact on customer satisfaction.&94 Compensation has a significant impact on customer satisfaction. &lternative ypothesis28G4 Customer satisfaction has no impact on customer loyalty.&G4 Customer satisfaction has a significant impact on customer loyalty. &lternative ypothesis28F4 Customer satisfaction has no impact on word of mouth.&F4 Customer satisfaction has a significant impact on word of mouth. &lternative ypothesis2


>84 &ge has no significant differentiation on word of mouth as well as on customer loyalty.>/4 &ge has significant differentiation on word of mouth as well as on customer loyalty.

>84 @ender has no significant differentiation on word of mouth as well as on customer loyalty.>74 @ender has significant differentiation on word of mouth as well as on customer loyalty.>84 Hccupation has no significant differentiation on word of mouth as well as on customer loyalty.>94 Hccupation has significant differentiation on word of mouth as well as on customer loyalty.>84 !ducation has no significant differentiation on word of mouth as well as on customer loyalty.>G4 !ducation has significant differentiation on word of mouth as well as on customer loyalty.>84 Income 'evel has no significant differentiation on word of mouth as well as on customer loyalty.>F4 Income 'evel has significant differentiation on word of mouth as well as on customer loyalty.


Mobile phones have become an essential part of one+s life and without mobile phones, we cannot imagine our life. Nevertheless,

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.G/ 5 a g e

WORD OF

MOUTH APOLOGY

CUSTOMER

SATISFACTIO

N

FIXING THE PROLEM

CUSTOMER

LOYALTYCOMPENSATION




mobile phones are incomplete without a service provider. Therefore, the main purpose of the research is to eamine thesatisfaction D dissatisfaction and complaining behavior of customers of different mobile service providers.

Da)a Cll"!)in

& selfEadministered, structured *uestionnaire was made to collect the data. The designed *uestionnaire was uploaded on googledrive, and the link had been sent to around 788 respondents i.e. our target sample size. Hut of which /88 were filled and in these/88, the blank forms were dropped out.

M"a($r"(

& *uestionnaire comprising of B sections with 7F *uestions was used for the purpose of measurement. 3or the study, a five point'ikert scale was used ranging from Ktrongly >isagree to trongly &greeL, as it is more reliable and provides a greater volume of data.

Da)a Anal'(i( T"!&ni/$"

3or the purpose of this study, 5 is used to calculate various factors to know relations between variables in order to prove thehypotheses. The following tools used for the analysis and interpretation are TEtest, &nova, "egression analysis.

FINDINGS AND INTERPRETATIONS


The demographic variables age, gender, occupation and income level2 have no significant differentiation on customer loyalty andword of mouth, ecept education, which has a rare differentiation on word of mouth.

E#$!a)in

Ta!0e31: ANOA


M!&NAC'

)etween @roups 7.J88 B .GB1 .J17 .F/0

6ithin @roups GB.F9B J1 .F9F

Total G0.99F 09

M!&NA6HM

)etween @roups 7.118 B .GB7 7.8J8 .8BG

6ithin @roups /0.9/9 J1 .777

Total 77.8J9 09


D"(!rip)i+" R"la)"# ) S"r+i!" Pr+i#"r U("#

Ta!0e3%: Ser2#,e Pr*2#der Y*' U(e


&irtel /J /0./ /0./ /0./

)snl 78 7/.9 7/.9 G8.G

>ocomo 77 79.G 79.G B9.J

Idea /9 /9.J /9.J 11.1

"eliance /7 /7.J /7.J 08.G

#odafone 0 0.B 0.B /88.8

Total 0G /88.8 /88.8

S*'r,e(: &uthors CompilationTa!0e36

De(,r#)#2e S)a)#()#,(


ervice 5rovider =ou %se 0G /.88 B.88 9.8JF/ /.FJ907

#alid N listwise2 0G


R"gar#ing H'p)&"(i(

8/4 &pology has no impact on customer satisfaction.&/4 &pology has a significant impact on customer satisfaction. &lternative ypothesis2

Ta!0e3>: ANOAa






/

"egression //.JF9 / //.JF9 9F.97B .888 b

"esidual 98.JB0 07 .99B

Total G7.177 09

a. >ependent #ariable4 M!&NAC

b. 5redictors4 Constant2, M!&NA&


Ta!0e38: C*e++#,#en)(a


) td. !rror )eta

/Constant2 /.17G .998 F.79/ .888

M!&NA& .F98 .8J0 .F71 F.0GG .888



& linear regression analysis was conducted to compare customer satisfaction as a condition of apology. There was a significantdifference in scores for apology MX 9.B9, .dX 8.B192 and customer satisfaction MX 9.BF, .dX .B1112 conditions, tXF.0GG,

pX8.8882. These results suggest that apology really does have an effect customer satisfaction. pecifically there is a significantrole of apology on customer satisfaction.

874 3iing the problem has no impact on customer satisfaction.&74 3iing the problem has a significant impact on customer satisfaction. &lternative ypothesis2

Ta!0e3: ANOAa


/

"egression 7F./// / 7F./// /9/./10 .888 b

"esidual /1.B// 07 ./0/

Total G7.177 09


b. 5redictors4 Constant2, M!&NA3T5


Ta!0e3: C*e++#,#en)(a


) td. !rror )eta

/Constant2 .BGF .7BB 7.G7/ .8/1

M!&NA3T5 .J81 .818 .1B1 //.GF9 .888



& linear regression analysis was conducted to compare customer satisfaction as a condition of fiing the problem. There was asignificant difference in scores for fiing the problem MX 9.17, .dX 8.BG2 and customer satisfaction MX 9.BF, .dX .B1112

conditions, tX//.GF9, pX8.8882. These results suggest that fiing the problem really does have an effect customer satisfaction.pecifically there is a significant role of fiing the problem on customer satisfaction.

894 Compensation has no impact on customer satisfaction.&94 Compensation has a significant impact on customer satisfaction. &lternative ypothesis2

Ta!0e3: ANOAa


/

"egression 7B.7/G / 7B.7/G /GB.809 .888 b

"esidual /B.F8J 07 ./10

Total G7.177 09






b. 5redictors4 Constant2, M!&NAC


Ta!0e3: C*e++#,#en)(a


) td. !rror )eta

/Constant2 .J7J .79J 9.GJ9 .88/

M!&NAC .119 .8BG .1J9 /7.8J1 .888



& linear regression analysis was conducted to compare customer satisfaction as a condition of compensation. There was asignificant difference in scores for compensation MX9.BF, .dX8.BJB2 and customer satisfaction MX 9.BF, .dX .B1112conditions, tX/7.8J1, pX8.8882. These results suggest that compensation really does have an effect customer satisfaction.pecifically there is a significant role of compensation on customer satisfaction.

8G4 Customer satisfaction has no impact on customer loyalty.&G4 Customer satisfaction has a significant impact on customer loyalty. &lternative ypothesis2

Ta!0e317: ANOAa


/

"egression 71.811 / 71.811 ///.0/G .888 b

"esidual 77.7F0 07 .7G7

Total G0.99F 09

a. >ependent #ariable4 M!&NAC'



Ta!0e311: C*e++#,#en)(a


) td. !rror )eta

/

Constant2 .110 .710 7.1J0 .88B

M!&NAC .10B .81F .1G/ /8.F10 .888a. >ependent #ariable4 M!&NAC


& linear regression analysis was conducted to compare customer loyalty as a condition of customer satisfaction. There was asignificant difference in scores for customer satisfaction MX 9.BF, .dX 8.B1112 and customer loyalty MX 9.BJ, .dX .17J2conditions, tX/8.F10, pX8.8882 . These results suggest that customer satisfaction really does have an effect on customer loyalty.pecifically there is a significant role of customer satisfaction on customer loyalty.

8F4 Customer satisfaction has no impact on word of mouth.&F4 Customer satisfaction has a significant impact on word of mouth. &lternative ypothesis2

Ta!0e31%: ANOAa


/

"egression .0F8 / .0F8 G./9G .8GF b

"esidual 7/./9G 07 .798

Total 77.8J9 09

a. >ependent #ariable4 M!&NA6HM



Ta!0e316: C*e++#,#en)(a


) td. !rror )eta

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.GG 5 a g e




/Constant2 7.978 .717 J.F79 .888

M!&NAC ./G0 .819 .781 7.899 .8GF

a. >ependent #ariable4 M!&NA6HM


& linear regression analysis was conducted to compare word of mouth as a condition of customer satisfaction. There was asignificant difference in scores for customer satisfaction MX 9.BF, .dX 8.B1112 and word of mouth MX 7.JB, .dX .GJ12

conditions, tX7.899, pX8.8GF2. These results suggest that customer satisfaction really does have an effect on word of mouth.pecifically there is a significant role of customer satisfaction on word of mouth.

SUMMARY OF FINDINGS

Ta!0e31>

S.

N*.

H*)"e(#( A,,e)ed 4

N*) A,,e)ed

S#5. Mean S).

De2.

T3)e()

/ H8/4 &pology has no impact on customer satisfaction. "e-ected

7H&/4 &pology has significant impact on customer

satisfaction. &lternative ypothesis2

3ailed to re-ect.888 6.6 7.6 8.>>

9H874 3iing the problem has no significant impact oncustomer satisfaction.

"e-ected

GH&74 3iing the problem has an impact on customer

satisfaction. &lternative ypothesis2

3ailed to re-ect.888 6.% 7.> 11.>86

FH894 Compensation has no impact on customer

satisfaction.

"e-ected

BH&94 Compensation has significant impact on customer

satisfaction. alternative ypothesis2

3ailed to re-ect.888 6.8 7. 1%.7

1H8G4 Customer satisfaction has no impact on customer

loyalty.

"e-ected

JH&G4 Customer satisfaction has a significant impact on

customer loyalty. &lternative ypothesis2

3ailed to re-ect.888 6.8

7.

17.8

0H8F4 Customer satisfaction has no impact on word of

mouth.

"e-ected

/8H&F4 Customer satisfaction has significant impact on

word of mouth.&lternative ypothesis2

3ailed to re-ect.8GF 6.8

7.

%.766



There are certain limitations of this paper; the main limitation is time constraint. In a short span of time, we had to manage with asmall sample size along with limited resources. &nother one was, less familiarity among the respondents since the *uestionnaire wasonline. owever, as the mobile service provider has huge potential, the paper maintains the same status *uo and can be used infuture for a research at a bigger level.

CONCLUSIONS

3rom the study, it is identified that respondents were positively influenced by service recovery strategies as evaluated by regressionanalysis. The study showed positive as well as significant impact of customer satisfaction on customer loyalty and word of mouth.

REFERENCES

/. &hE:eng :au and !lizabeth 6anE=iun 'oh788B2, KThe effects of service recovery on consumer satisfactionL. ournalof ervices Marketing, #olume 78, pp. /8/O///.

7. &nderson, !. 6. and ullivan, M./0092, KThe antecedents and conse*uences of customerEsatisfaction, market share,and profitability4 findings from weden,L ournal of Marketing, #ol. FJ, No. 9, pp. F9EBB.

9. )earden, 6. H. and Teel, . !./0J92, Kelected determinants of consumer satisfaction and complaint reports,L ournalof marketing research, #ol. /7, No. /, pp. 7/E7J.

G. )ell, C. ". and <emke, ". !./0J12, Kervice breakdown4 the road to recovery,L Management "eview Hctober, pp. 97E9F.

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.GF 5 a g e




F. )itner, M. ., )ooms, )ooms, ). ., and Tetreault, M. ./0082, KThe service encounter4 diagnosing favorable andunfavorable incidents,L ournal of Marketing, #ol. FJ, pp. 1/EJG.

B. )lodgett, .@., ill, >.. and Ta, .. /0012, KThe effects of distributive -ustice, procedural and interactional -ustice on postcomplaint behaviorL, ournal of "etailing, #ol. 19 No. 7, pp. /JFE7/8.

1. )oshoff, C./0012, K&n eperimental study of service recovery options,L International -ournal of industrial

management, #ol. J, No. 7, pp. //8E/98.

J. Chang, ., P siao, . 788J2. K!amining the causal relationship among service recovery, perceived -ustice, perceivedrisk and customer value in the hotel industry. The ervice IndustriesL ournal, 7J, F/9EF7J.

0. Cronin, . . and Morris, M. ./0J02, Katisfying customer epectations4 the effect on conflict and repurchaseintensions industrial marketing channels,L ournal of &cademy of Marketing cience, #ol. /1, No. /, pp. G/EG0.

/8. >e6itt et al. 788J2. K!ploring customer loyalty following service recoveryL. ournal of ervice "esearch, /8, 7B0E7J/.

//. !revelles, . and 'eavitt, C./0072, K& comparison of current models of consumer satisfactionDdissatisfaction,L ournalof consumer satisfaction, dissatisfaction and complain behavior, #ol. F, pp. /8GE//G.

/7. 3ornell, C. /0072, Q& national customer satisfaction barometer4 the wedish eperience,Q ournal of Marketing, #ol. FB

No. /, pp. BE7/.

/9. @remler, >. >./00F2, KThe effect of satisfaction, switching costs, and interpersonal bonds on service *uality,L%npublished doctoral dissertation, &rizona tate %niversity, Tucson, &rizona.

/G. art, C. 6. '. /0082, KThe profitable art of service recovery,L arvard business review, ulyE&ugust, pp. /GJE/FB.

/F. ocutt, M. &., Chakrabotry, @., and Mowen, ./0012, KThe impact of perceived -ustice on customer satisfaction andintention to complain in a service recovery,L &dvances in consumer research, #ol. 7G, pp. GF1EGB9.

/B. uang, 6. 788J2. KThe impact of otherEcustomer failure on service satisfaction.L International ournal of erviceIndustry Management, /0, F7/EF9B.

/1. unt, . >./00G2, KCompeting through relationships4 @rounding relationship marketing in resourceEadvantage theory,Lournal of Marketing Management, #ol. /9, pp. G9/EGGF.

/J. ohnston, "./00F2, Kervice failure and recovery4 impact, attributes and processes, &dvance in ervices Marketing andManagement,L "esearch and 5ractice, #ol. G, pp. 7//E77J.

/0. :eller, :. './0092, KConceptualizing, measuring, and managing customer based brand e*uity,L ournal of Marketing,#ol. F1, pp. /E77.

78. :elly, . 6., offman, :. >., and >avis, M. &./0092, K& typology of retail failures and recoveries,L ournal of retailing, #ol. B0, pp. G70EGF7.

7/. 'euthesser, '. and :ohli, &. :./00F2, K"elational behavior in business markets,L ournal of )usiness "esearch, #ol.9G, No. /, pp. 77/E799.

77. 'eves*ue, T. @. and Mc>ogugall, @. . @.78882, Kervice problems and recovery strategies4 an eperiment,L Canadaournal of &dministration cience, #ol. /1, No. /, pp. 78E91.

79. 'eves*ue, T.. and Mc>ougall, @.. /00B2, KCustomer dissatisfaction4 the relationship between types of problems andcustomer responseL, Canadian ournal of &dministrative ciences, #ol./9 No. 9, pp. 7BGE1B.

7G. Michel, ., P Meuter, M. 788J2. KThe service recovery parado4 true but overratedSL International ournal of erviceIndustry Management, /0, GG/EGF1.

7F. Miller, . '., Craighead, C. 6., and :arwan, :. ".78882, Kervice recovery4 a framework and empirical investigation,Lournal of Hperations Management, #ol. /J, pp. 9J1EG88.

7B. Hliver, ". '. and wan, . !./0J02, KConsumer perceptions of interpersonal e*uity and satisfaction,L ournal of marketing, #ol. F9, No. 7, p. 7/.

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.GB 5 a g e




71. ingh, . /0082, K#oice, eit and negative wordEofEmouth behaviours4 an investigation across three service categoriesL,ournal of the &cademy of Marketing cience, #ol. /J No. /, pp. /E/F.

7J. mith, &. :. and )olton, ". N./00J2, K&n eperimental investigation of customer reactions to service failure andrecovery encounters4 parado or perilSL ournal of service research #ol. /, No. /, pp. BFEJ/.

70. Tse, >. :., Nicosia, 3. M., and 6ilton, 5. C./0082, KConsumer satisfaction formation4 &n etension,L ournal of Marketing "esearch, #ol. 7F, pp. 78GE7/7.

98. #arela, C., #az*uez, "., P Iglesias, #. 788J2. KThe influence of emotions on customers+ cognitive evaluations andsatisfaction in a service failure and recovery contetL. The ervice Industries ournal, 7J, G01EF/7.

9/. 6estbrook, ".&. /0J12, K5roductDconsumptionEbased affective responses and postEpurchase processesL, ournal of Marketing "esearch, #ol. 7G, pp. 7FJE18.

Anne9're

R"gar#ing H'p)&"(i(

8/4 &pology has no impact on customer satisfaction.&/4 &pology has a significant impact on customer satisfaction. &lternative ypothesis2

F#5're3%


874 3iing the problem has no impact on customer satisfaction.&74 3iing the problem has a significant impact on customer satisfaction. &lternative ypothesis2

F#5're36






894 Compensation has no impact on customer satisfaction.&94 Compensation has a significant impact on customer satisfaction. &lternative ypothesis2

F#5're3>


8G4 Customer satisfaction has no impact on customer loyalty.&G4 Customer satisfaction has a significant impact on customer loyalty. &lternative ypothesis2

F#5're38

S*'r,e(: &uthors Compilation8F4 Customer satisfaction has no impact on word of mouth.

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.GJ 5 a g e




&F4 Customer satisfaction has a significant impact on word of mouth. &lternative ypothesis2

F#5're3


=====

&ELLNESS TOURISM: A PATH TO RECIPROCATE BODY AND SOUL





La0a) Ind' M#(ra16 Pa)#)a Pa!an M*"an)1>

ABSTRACT

The concept of KwellnessL O and along with it wellness philosophy O was developed by the &merican doctor albert >unn in/0F0, this is when he penned down for the first time about a special state of health consisting an overall sense of wellEbeing

where a man take a close look of body, spirit and mind which are dependent on travelling for the health purpose and is not anew phenomenon. &ncient stories, do tell us tales related to travelling for therapeutic purpose, and one amongst them is Khotspring bathL.

In the due course of time health matter was focused and was taken very seriously for obtaining peace of mind and relaationof body. This is when new form of tourism came into eistence. Many such forms of tourism such as medical tourism, dentaltourism, se tourism, '@)T tourism evolved, which are directly or indirectly attached to the Kwellness tourismL. If to be takenin a broader sense we see that wellness is something which is nothing but a positive reciprocation where in we re-uvenate our

body and soul.

&lthough a wellness vacation may well be spent in a cure institution, but we aim to make a clear distinction between wellnessand cures. &bove all, from the health point of view both are like the two sides of the coin. Hn the demand side, we thereforeassume solely KhealthyL people pursue that wellness with their prime aim being prevention and relaation. owever, a lineshould be drawn between this wellness with its comprehensive service package consisting of physical fitness D beauty care,healthy nutrition D diet, relaation D meditation and mental activityD education2 and illness prevention. 6hat is more essential is

that these wellness guests can claim services which are very similar to those used by Qnormal cure guestsQ, but with the motiveof preserving or promoting their health which contrasts with the cured guests.

KEY&ORDS

T*'r#($- &e00ne((- Ser2#,e- Re0a9a)#*n e),.

INTRODUCTION

The concept of travel for wellness is not new. It has been a centuriesEold ritual. Take for instance, @reek pilgrims travelling tomeet healing gods in 988 )C, or people travelling to the imalayas for yoga and spiritual healing purposes were probably one of the first among wellness seekers. Today, holistic healing may be -ust a phone call away, but people are certainly catching on to the

benefits, both physical and mental, that such visits can bring.

& state of sound mind and healthy body is considered as KwellnessL when a person feels that he is sound internally. 6ellness can be a simple affair like a*ua pressure, a*ua puncture, meditation, magneto therapy and many more. It is related to healing power toavoid the process of curing. Hnce the curing word comes to the picture then it gets a new dimension, which is known as KealthTourismL. 6ellness is a healthy terminology and therapeutic use such as sulphur water bath, is to re-uvenate tired nerves and keepskin diseases at a distance. Involvements of the medical service are to be barred, as the guest is healthy.

&s with all forms of tourism, the flows of people are predominantly from more developed to less developed countries. The recenttrend, however, is for western tourists to seek solace in !astern philosophies and therapies e.g., Chinese medicine, )uddhistmeditation, Indian &yurveda, Thai massage2. uch alternatives already pervade in many 6estern societies, but tourists often visit acountry to get the best of what he D she have heard. Now the *uestion is, if wellness tourism is merely about relaation, then onemight argue that the traditional beach holiday with an emphasis on sunbathing is the ultimate form of meditation[

imilarly, the ageEold tradition of spa tourism offered little more than a soak in warm, medicinal waters can be another feather attached to the crown. @iven the definitions discussed above, in order to *ualify as a contemporary wellness tourism eperience,we would contend that some deliberate contribution has to be made to psychological, spiritual or emotional wellEbeing in addition

to physical. This takes wellness tourism from the realm of being merely a passive form of tourism with a focus on escapism to onewhere tourists are purposefully driven by the desire to actively seek enhanced wellness. Ma-ority of wellness tourists are alreadyactive at home in some form of wellness enhancing activity e.g., yoga, meditation, massage, healthy eating2. Those that are not,often aim to engage further in the wellness activities they have eperienced on holiday, thus, demonstrating that even a short tripcan have a longElasting effect on one+s everyday life.

13&ssistant 5rofessor, >epartment of otel Management, iksha H+ &nusandhan %niversity, Hdisha, India,

liAmisra?yahoo.co.in

14&ssistant 5rofessor, >epartment of otel Management, iksha H+ &nusandhan %niversity, Hdisha, India,

richhmohanty?gmail.com

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.F8 5 a g e








NEED FOR WELLNESS TOURISM

Kealth is wealth is an old adageL. The concept of wellness took some time to take the path of tourism and develop into anindustry that combines hospitality and wellness, which is beneficial to all. 6hile medical tourism gained popularity in the /0J8swith people travelling to foreign countries in search of better and cheaper medical treatment, which beholds treatment such as

plastic surgery, breast implants, dental set up, and rehabilitation programs.

There is much more to wellness tourism than spas and yoga. 3itness, diet, nutrition, sports, and meditation are all part of wellness programs. The main ob-ective behind these activities is to rela and energize oneself to feel refreshed and re-uvenate tired nervesafter a period of hard work. 6ellness tourism also includes eploring nature and eperiencing different cultures to keep you intune with the finer aspects of life.

Many resorts and hotels have developed spa centers, which are adding health and wellness programmes to facilitate guests+ whosee wellness as a deciding factor while choosing a resort for their vacation. &mong the several types of spa venues, there aremineral spring spas, which offers natural mineral, thermal or seawater in hydrotherapy treatments administered by professionals.pa facilities developed by resorts and hotels form part of the largest group that caters to the wellness tourism industry. tress

being the number one cause of many diseases in today+s world and is the catalyst; to boom in wellness tourism. !specially in thecorporate world where miing business with (spa( pleasure is an increasing norm. )esides, this it is a great way to motivateemployees, manage employee+s health, and build confidence. &mong a host of wellness programs, many destination spas alsooffer holistic mindDbodyDspirit eperience. ome of these spas run oneEday programs on fitness, alternative therapies, andnutrition, in addition to spa and beauty treatments.

Medical tourism is another stream where in the guest keeps a detailed track of his health by consulting physician and necessaryactions to keep mind and body healthy. 6ellness tourism is -ust a deviation from the medical tourism wherein the tourism activityrevolves around keeping mind and spirit healthy. In other terms it is not a treatment rather re-uvenation.

INDIA AS A WELLNESS DESTINATION

&s per the latest report by global hospitality consultant #, India was ranked in the top 78 list of top spa countries worldwide,with 7,9F0 operational spas. The industry is estimated to have generated around \9JG million annually and employs about 77,/1F

people. aideep &nand, general manager, Ista otel, yderabad eplains, QIndia is associated with its rich culture and tradition of wellness therapies and spiritual practices. It is therefore only natural for globetrotters to see our country as a leading destinationfor spa and re-uvenation.Q

Indian history eplains us about our rich therapeutical cures to veins, arteries and muscular defunct, which are treated by usingvarious techni*ues such as4

• ot spring bath.

• tone therapy.

• Mud therapy.

• Magneto therapy.

• &cupressure.

• &cupuncture.

• "ekie.

ot pring )ath is a natural healing treatment used by the tourists for re-uvenation and for healing from kin problems. In Indiathere are many places dealing with the hot spring bath therapy. &ny of these treatments are a part of wellness tourism with naturaland therapeutic use of mud, sand and magnet to ease the tired nerves.

In Hdisha, a place called &T"I is well known for its hot sulphur springs 'ocated at a convenient distance of G7 km from)hubaneswar, the capital of Hrissa, the hot sulphur springs maintain a steady temperature of FF]C throughout the day. There is a

bathing comple ad-oining the hot sulphur springs in &tri that affords you a chance to take advantage of the curative powersattributed to the spring. imilarly in imachal 5radesh hot spring bath are a good attraction for the tourists. Not only this but theother type of tourism like mud therapy, magneto therapy acupressure and acupuncture attracts tourist from India and abroad.

WHY WELLNESS TOURISM IN INDIA

(India is a global trendsetter in the 6ellness Tourism segment( E usie !llis, Chairman and C!H, @lobal pa P 6ellness ummit.The 6ellness Tourism segment is estimated to grow nearly F8 per cent faster than global tourism by 78/1, and a significantcontribution to this will come from &sia, states a recent study by "I International. In an interaction with S"#0a S"an?ar Ier,

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.F/ 5 a g e




S'(#e E00#(, Chairman and C!H, @lobal pa P 6ellness ummit, elaborates on these estimates, gives her view of the potential of India in the segment, and says why she thinks the country will see growth in 6ellness Tourism.

S*'r,e(4 Thursday, November 81, 78/9 Travel )iz6ellness is much associated with the well being it can be a healthy man+s practice or in that matter may be a post operationtherapy to a patient who wants to regain hisDher daily activity with vigor. The study by !uromonitor has revealed that Indiaattracts tourist from Iran, &fghanistan, Turkey, 5akistan, >enmark, Hman, $atar, audi &rabia and the % for medical treatment.This is very new trend being followed by the tourists. The prospect behind this is that the Indian @overnment is implementing

numerous road shows to promote Indian medical tourism in other countries. India offers the advantage of paramedical servicesand postEsurgery care, unlike other countries, to make it convenient and comfortable for international tourists.

Ministry of Tourism, @overnment of India has drafted guidelines for wellness tourism. These guidelines address issues regardingmaking available *uality publicity material, training and capacity building for the service providers, participation in internationalP domestic 6ellness related events, etc. Mushrooming of wellness centers in the country have given rise to the concern for *uality service. The @uideline for &ccreditation of wellness centers have been developed by National )oard for &ccreditation of ospitals P ealthcare ervices N&)2 in consultation with &=% and released during the workshop on wellness tourismorganized by Ministry of Tourism on /F 3eb 78//.

REFERENCES

/. http4DDwellnesstourism.infoDtheEneedEforEwellnessEtourism.php

7. http4DDtourism.gov.inDTourism>ivisionD&boutContent.aspSNameXTourismR78Infrastructure

R78>evelopmentPCI>X/0PINHX/9

9. http4DDwww.euromonitor.comDhealthEandEwellnessEtourismEinEindiaDreport

G. Tourism "ecreation "esearch #H'.9//2,788B4/EG )y4 M!'&NI! MIT and C&T!"IN! :!''=

F. http4DDwww.mindgarden.comDproductsDwells.htm

B. http4DDwww.travelbizmonitor.comDindiaEisEaEglobalEtrendsetterEinEtheEwellnessEtourismEsegmentEEsusieEellisEchairmanEandEceoEglobalEspaEEwellnessEsummitE777/9

89 http4DDwww.tourism.gov.inDTourism>ivisionD&boutContent.aspSNameXTourismR78InfrastructureR78>evelopmentPCI>X/0PINHX/G

=====





TEARS MODEL: A COMPANY SHOULD USE FOR CELEBRITY ENDORSEMENT

Dr A$#("# Ar*ra18 K"'("!' Sa"'1

ABSTRACT

Celebrity endorsement is a popular advertising method, which increases the continuous interest of both customers andcompanies. The *uestions like Kwhy to select right celebrity and Khow to select the right celebrityL for the celebrityendorsementL are very important to be answered. This paper tries to find the models of selecting celebrity endorsement byliterature, research work and eamples. &s the results of these efforts, the conceptual T!&" model for selection of celebrityendorsers is presented. In this paper researcher tried to put some eamples and tried to apply it in the model. "esearcher hastaken hahrukh :han as a celebrity and analyzed his endorsed product to implement it in T!&" models.

KEY&ORDS

Ce0e!r#) End*r(e$en)- Ad2er)#(#n5- TEARS M*de0- End*r(e$en) e),.

INTRODUCTION

A bran+ or a com*any '- l'.e a re*u&a&'on or a *er-on Bou earn re*u&a&'on by &ry'n/ &o +o har+ &h'n/- ell=

J",, B":(

Though celebrity endorsement represents some risks, it is a largely used method to get in touch with competitive advantage bycompanies. Today, companies are spending millions of investment each year for the endorsement of their productsDservices bycelebrities. It is always a great challenge for marketers to find out the meaning and reason because of which consumers associate

with the brand. In order to select the right celebrity and to build the right brand the companies should take care of many aspects. Now companies are using celebrities for target customer segments to increase the appeal of their offerings.

In India, it is not hard to find reasons for the rise in the use of celebrities in advertisements, as Indians have a big craze of celebrities whether they are )ollywood stars, any T# stars or any sports persons. 5eople of India worship them like god. Today,celebrity endorsement is being seen as more and more essential part in an integrated marketing communication strategy. !verymarketer wants to use it. owever, there is also a great risk behind the use of the celebrities. The celebrity should match with

personality of the products, personality of target market and with the society.

The company makes use of the celebrity(s characteristics and *ualities to establish an analogy with the products specialties with anaim to position them in the minds of the target consumers. Celebrity endorsement, thus, is one of the powerful tools adopted bycompaniesDmarketers to consolidate their brands in the crowded marketplace. Consumers prefer to own a brand that has a goodreputation, and when someone like a famous film star or a sport star is associated with that particular brand, it is obvious that theconsumers will get attracted to it, because the consumer wants to maintain some status, and feels that using a brand promoted by astar can satisfy that longing.

CELEBRITY

Celebrities are people who en-oy public recognition by a large share of a certain group of people who possess attributes likeattractiveness, etraordinary lifestyle and en-oy a high degree of public awareness. Celebrities appear in public in different ways.

15>irector, 3aculty of commerce, Central Institute of )usiness Management and "esearch >evelopment, Nagpur %niversity,

Maharashtra, India, aroraamishi?yahoo.com

16"esearch cholar, 3aculty of Commerce, Nagpur %niversity, Maharashtra, India, khushbu.sahu?yahoo.com











& celebrity who represents a brand or company over an etended period often in print and T# ads as well as in personalappearances is usually called a company+s spokesperson. The reason for using celebrities as spokesperson is their huge potentialto influence audience. Compared to other endorser types, famous people achieve a higher degree of attention and recall. Theyincrease awareness of a company+s advertising, create positive feelings towards brands and are perceived by consumers as moreentertaining. %sing a celebrity in advertising is therefore likely to positively affect consumer+s brand attitude and purchaseintentions.

CELEBRITY ENDORSEMENT

Celebrity endorsement is the type of advertisement, which uses an epert, famous person or celebrity to endorse the product or services 9 It is also defined as the individual who en-oys public recognition and who uses this recognition to promote the productand service of the companies by appearing in advertisement. & brand ambassador plays very essential role in the market. )rand&mbassadors are the face and fingers of the brand.)rand &mbassadors form the image of brands and use to deliver their message to the public . Celebrity endorsement gives a branda touch of glamour, added appeal and name recognition among audience. Celebrity endorsement helps in increasing the recallvalue of the brand and gives support for decisionEmaking process of customers. Customers have faith on celebrities like film stars,singers, political personalities, sportspersons and T# actors.

SELECTING RIGHT CELEBRITY

The marketers should keep in mind that the personality of the celebrity endorser matches with the theme of the marketingcampaign and the product. If there is a mismatch between the personality of celebrity endorser and theme of the campaign then it

will not give the desired result. In order to have a strong impact on consumer, marketers use different strategies to attract thecustomers and to retain their interest on them.

It is observed by different researches that customers have faith on celebrities like film stars, singers, political personalities, andsportspersons and T# actors. The main reasons behind this are trustworthiness, image, credibility, charm, charisma andeperience. o when these people appear in marketing campaigns or events they get noticed by large number of audience, whichhelps in creating positive attitude and credibility towards the products and services. electing right celebrity would help in thefollowing ways4

• "ight celebrity is helpful in increasing the attention of huge amount of audiences.

• elpful in creating and polishing the image of companies.

• They can be used in introducing any brand to grab the attention of the customers towards new product.

• &ble to increase the loyalty and credibility of consumers towards the brand.

• Celebrities are helpful in creating buzz.

• elpful in increasing brand awareness.

MODELS FOR SELECTING CELEBRITY

&t the time of selecting a celebrity as endorser, the company has to make a decision of the promotional ob-ective of the brand andhow far the celebrity+s image matches with it. The choice is based on the fact of anassociation from which both the company andthe celebrity gain. 3ollowing are the models of celebrity endorsement.!ach of these models represent some basic attributes, afoundation for celebrity endorser selection.

Ta!0e31: M*de0( +*r Se0e,)#*n *+ Ce0e!r#) End*r(er

S.N* M*de0( A')"*r

/ The T!&" model himp 78892

7 The No T!&" model himp 78892

9 The 3"!>> 5rinciple Miciak P hanklin /00G2, !ricsson P akansson 788F2,G $ O "atings !ricsson P akansson 788F2, himp 78812, )elch P )elch 788/2

F The ource Credibility Model Hhanian /00/2, ohansson P parredal 78872

B The ource &ttractiveness Model Tellis /00J2, ohansson P parredal 78872


THE TEARS MODEL

himp in 7889 wrote that there are two universal attributes, which play important roles in making easyand effectivecommunications, and they are credibility and attractiveness. These attributes are also important for deciding how effective anendorser can be. Khimp 78892 states that, &he 'r-& /eneral a&&r'bu&e cre+'b'l'&y reer &o '- &he &en+ency &o bel'ee or &ru-&

-omeone= 6hen an endorser is noticeable as credible, the attitude of the consumer appears to change through a psychological

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.FG 5 a g e




process called internalization. 6hen the receiver believes the endorser(s view on an issue as his or her own, the process takes place. &ccording to himp, Trustworthiness and !pertisearethe two important sub attributes of the endorser credibility. Thefollowing are attributes of the T!&" model4

• Tr'()*r)"#ne((: Trustworthiness reflects the degree to which the consumers trust and believe in celebrities+ words

regarding the advertised brand.

• E9er)#(e: It is the knowledge and eperience of an endorser about the advertised brand.

• A))ra,)#2ene((: & characteristic makes an endorser appealing to the targeted consumers.

• Re(e,)4 "espect is a *uality of appreciation or esteem due to the endorser+s general deeds.

• S#$#0ar#)4 It refers to the *uality to which an endorser matches the target audience on same characteristics related to

the endorsement relationship such as gender, age etc.OBJECTIVE OF RESEARCH

The main ob-ective of the research is to understand the important factors of celebrity endorsement by the use of T!&" model.The main aim of the research paper is to answer about what is T!&" modelS why it is usedS, when it is usedS,


The study is based on secondary data sources like books, -ournals, magazines, and websites.

ABOUT SHAHRU4H 4HAN

In 78/9, hahrukh :han ":2 has topped the inaugural 3orbes India Celebrity /88 list, a ranking of India+s biggest entertainers based on their income and popularity. 3orbes India+s special edition decodes what lies behind the success of India+s biggestcreative entrepreneurs across eight categories4 3ilm actors, directors, sport stars, T# personalities, singersDmusicians, authors,models and comedians. hahrukh :han came out top courtesy his earning power, mainly riding on massive income from brandendorsements. )y 3orbes India estimates, ": earned "s 787.J crore, in the period between Hctober 78// and eptember 78/7. %ni*ue Characterstics of hahrukh :han are4

• & 3amily Man,

• @reat 3riend,

• &ttitude 6hen Needed,

• #ersatile P uccessful &ctor,

• )rand Image,• Hverseas 5opularity.

Ta!0e3%: Ana0(#( 3 Fa,)*r( *+ TEARS M*de0(

S.

N*. B r a n d Tr'()*r)"#ne(( E9er)#(e A))ra,)#2ene(( Re(e,) S#$#0ar#) I$a,)

/

5 e p s i

": is able to get

the credibility of the

customers

aving good

knowledge and

eperience of

endorsement.

&s 5epsi represents

youth he was unable

to attract the

customers for longer

period.

e is having good

self esteem in the

society

": was unable to

match up with the

target audience.

>ropped by the

company in 7880 and

"anbir kapoor was

selected as a brand

ambassador.

7

> i s h T #

": is able to get

the credibility of the

customers

aving good

knowledge and

eperience of

endorsement.

": was able to

make people aware

about the >T

technology and its

benefits by attracting

e is having good

self esteem in the

society and 6e

are very proud to

have hah "ukh

": is able to

personify style,

entertainment and

popularity and

these values

>ish T# has

etended its

endorsement contract

with hah rukh :han

for another /J

9

& i r t e l

": had created

good image of

Cellular service by

playing multi

cultural avatars in

aving good

knowledge and

eperience of

endorsement.

e was able to attract

customers

)ecause of

Mumbai cricket

stadium

controversy, hah

"ukh :han(s

": is having a

5ersonality

whichis inEline

with the current

generations who

&irtel did not renew

its contract with

":,

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.FF 5 a g e




G

! m a m i

e is popular in

metropolitan cities

but also a known

face in the remote,

rural villages of the

e has endorsed

hundreds of

products and has

been the most

desired

In spite of ":+s

personality he is a

common face all over

India, from :ashmir

to kanyakumari so he

Company feels

that all

controversies are

minor issues and

do not have an

e mesmerized by

his charming

personality and he

is having the

ability to keep

Company is having

no plans of dropping

": and he will

continue with the

position of brand


EFFECT OF CONTROVERSY ON SR4 AS A BRAND

The world of celebrities is full of difficulties and any controversy has a great impact on the image of celebrities. The leading)ollywood superstar with a few unsuccessful releases, a nightclub brawl and now a scuffle with officials at a Mumbai cricketstadium, hahrukh :han(s brand is losing shine. In the last few years, the actor has not signed any big brand endorsement deals,even though he still has more than a dozen brands to endorse. !pertise of the endorsement industry says that ":(s image hassuffered in the last couple of years, not only because of controversies that have surrounded him but also because he is a maturecelebrity. Controversy is not good for brand endorsers and generally marketers don+t like to work with those celebrities.Moreover, the controversies that have courted ": in the recent past, more big concern is his ageing, which is not a good sign for the various brands, which are looking for a youth connect.

R"($l)

The demand of )rand &mbassador is increasing because they get media eposure because of which huge audience notices them.The credibility, effectiveness and popularity of the celebrity helps the marketers to get noticed their products. &ds with celebrityhas more recalling capacity but marketer should not depend on only one strategy, they should use other strategies like sales

promotions and pricing strategy to attract the customer. Marketers should also target the brand switcher to retain them for their product. Correct Celebrity for the brand affects the buying decision of the customers. )efore hiring any celebrity it is veryimportant to match the personality of celebrity with brand personality, a selector must use theories like MatchEup theory, Tearsmodels and Meaning transfer model to select any celebrity for the brand. Credibility or trustworthiness of the celebrities appearedto be of utmost importance for influencing customer purchase decision

CONCLUSION

"ight from noodles to cosmetics to telecom and beverages, Indian celebrities are always wanted when it comes to brandendorsements. &dvertisers and marketers have shown their faith in film stars for endorsing their brands. hahrukh :han is innumber one position in the list of top ten celebrity endorsers in 78// based on the annual analysis done by T&M &d! research.

NowEaEdays endorsement is not only in the revenue portfolio of the stars but it is also making a significant contribution to their revenue. It is a method by which more and more celebs are being used for commercials to place the brand in the top of the

viewer+s mind and get paid by companies to get noticed so that they achieve higher brand recall. In the method of celebrityendorsement celebs are targeting the consumer as the stars easily convince them.

REFERENCES

/. :atyal, . 78802. Impact of celebrity endorsement on a brandEhttp4DDwww.chillibreeze.comDarticlesDCelebrityEendorsement.asp, 7880E8FE/7U.

7. :ulkarni, . &. P @aulkar, . %. 788F2. Impact of celebrity endorsement on overall brand.E4 http4DDwww.indianmba.comDHccasionalA5apersDH5JJDopJJ.html, 7880E8GE7BU.

9. Hhanian, ". /00/2 The impact of celebrity spokespersons( perceived image on consumers( intention to purchase.ournal of &dvertising "esearch. #ol. 9/, No. /, GBEF7

;9 tefan @.6. van Nifterick, 78802, The link between celebrities and product promotion,& onnie )oer Case tudy-

Master thesis, uly 7880, %niversity of &msterdam, page 7G, linkE http4DDdare.uva.nlDdocumentD/F9999

F. Till, ). >. /00J2. %sing celebrity endorsers effectively4 lessons from associative learning. ournal of product P brandmanagement, #ol. 1, No. F, G88EG80.

B. http4DDtimesofindia.indiatimes.comDbusinessDindiaEbusinessD&geingE)randE":ElosesEyouthEconnectDarticleshowD/97700/0.cms

1. http4DDwww.mmindia.comD78/7D8FDisEbrandEsrkElosingEsheenEdueEtoEcontroversiesD

J. http4DDarticles.economictimes.indiatimes.comD7880E87E/9DnewsD71B9J/9JA/ApepsicoEbeveragesEyoungistaanEbrandEambassador

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.FB 5 a g e

http://timesofindia.indiatimes.com/business/india-business/Ageing-Brand-SRK-loses-youth-connect/articleshow/13229919.cms


http://www.mxmindia.com/2012/05/is-brand-srk-losing-sheen-due-to-controversies/

http://articles.economictimes.indiatimes.com/2009-02-13/news/27638138_1_pepsico-beverages-youngistaan-brand-ambassador




http://www.mxmindia.com/2012/05/is-brand-srk-losing-sheen-due-to-controversies/






0. http4DDwww.esselgroup.comDdishtvErenewsEtieEupEwithEsrk.html

/8. http4DDwww.afa*s.comDnewsDcompanyAbriefsDinde.htmlSidX1BJ7A!mamiElaunchesENavratnaECoolETalc

<<9 http4DDwww.indianetzone.comD91DshahrukhAkhanAaAbrandAambassador.htm

=====LOCAL BODIES ADMINISTRATION IN THE HILLS OF MANIPUR

Dr. Marr*(e1 Dr. N5. N5a0en5na$1

ABSTRACT

Manipur consists of two main groups; i.e. the valley and the hills. It is the hill areas that surround the valley. The valley is thuslocated at the central part of the state. 5eople of the hills are again divided into two ma-or groups; the Naga and the :uki.>espite some differences between these two groups, all the system of administration based on customs is more or less thesame. The paper discusses some of the features of the traditional practices of the village settlement, the formation of thevillage council and the powers and functions of the head of the village. It also presents the new system of administrationintroduced by the government and points out the issues and problems faced by local authority bodies.

KEY&ORDS

L*,a0 B*d#e(- Na5a- K'?#- #00a5e- Trad#)#*na0 #00a5e C*'n,#0 e),.

INTRODUCTION

Manipur is a state comprised of the hills and the valley. The capital or central part of the tate is the valley wholly surrounded inthe !ast by %khrul >istrict, 6est by Tamenglong >istrict, North by enapati and the outh by Churachandpur district. Manipur isthus the place of two groups i.e. the plain people or the Meetei and the hill people or the tribal. & very peculiar dilemma of theManipur tate is that only /8R of the total area of the state belongs to the Central #alley whereas the rest of the very huge part

belongs to the hill. In the same way, in spite of the very small size of its area, around 18R of the total population inhabits in theCentral valley and the, rest in the hill areas/. The valley is thus the central part in the location of the state wholly surrounded bythe hill areas.

The hill areas of the tate are mainly inhabited by the tribal people. &gain there are various groups among the tribals. )ut in

general, those various groups are divided into two ma-or groups a2 The Naga and b2 The :uki. &s per record of 788/ censusaltogether we have 790/ inhabited villages in the hill areas of Manipur. 6hen we undergo a study on the body represented for theadministration in each village a thorough study would help to bring an amicable understanding for public general. Though thetate of Manipur is inhabited by two ma-or tribal groups all the practices based on tradition, is more, or less the same that only insome particular area like land holding system, some differences may occur. The studies on the traditional administration, the soleadministrator, its power, its relation with the general public and also the new provisions made from the side of the government andtheir applications there under may be had as under.

TRADITIONAL VILLAGE COUNCIL

3rom time immemorial, the hill tribes of Manipur remained independent from any foreign domination. &s mention earlier manyvillages got the recognition of their village location differently from the government of the state. The tribal people are known for their peculiar feature that they borrowed nothing from any country. 6hatever they practice in life E socially, culturally, politicallyhave originated within them or in other words, it is an ageEold practices from their forefathers. owever, it is noted that!ducation+ no doubt is the only field that the people of Manipur started learning from the )ritish when the )ritish entered into the

tate of Manipur 7

. &nother distinct and interesting feature of the tribal society of Manipur is the observation of festivals,amusements etc. These people observed different kinds of festivals which are characterized by feasting, drinking, dancing andsinging. Celebration of various festive occasions generally took place in the tribal society. !ver since its inception no forms of changing or addition has been made so far but no doubt that in some manner modification of the same kind has been adopted tosome etent.

175ost >octoral "esearch 3ellow, >epartment of 5olitical cience, Manipur %niversity, Manipur, India,

merryroseraman?gmail.com

18&ssistant 5rofessor, >epartment of 5olitical cience, Indira @andhi National Tribal %niversity, "egional Centre Manipur,

Manipur, India, ngalengnam?gmail.com


http://www.esselgroup.com/dishtv-renews-tie-up-with-srk.html

http://www.afaqs.com/news/company_briefs/index.html?id=7682_Emami-launches-Navratna-Cool-Talc

http://www.indianetzone.com/37/shahrukh_khan_a_brand_ambassador.htm




http://www.esselgroup.com/dishtv-renews-tie-up-with-srk.html

http://www.afaqs.com/news/company_briefs/index.html?id=7682_Emami-launches-Navratna-Cool-Talc

http://www.indianetzone.com/37/shahrukh_khan_a_brand_ambassador.htm






Mann"r , Villag" S"))l"m"n)

The tribal lives in villages. They settled very well in clearly defined territories. )efore the establishment of any village, eachgroup has got their chief as the headman. The setting up of a village is not carried out easily. owever, when any village is aboutto be set up, the people under the leadership of the headman first performed religious rites as a sign of getting permission from thegods. It was their belief that when they collected a good amount of food grains in that year, their gods permitted them for their

permanent settlement

9

. The main duty of the village headman is to make their villagers live a comfortable life in the village and assuch it was his duty to offer necessary sacrifices in the form of worship to their gods periodically. Therefore, the condition of thelife of( people in the village largely depended on the role played by their headman.3urther, during settlement of a new village, great care should be taken on the boundary line of the village which is demarcated by

putting stones on the four sides. The demarcation in this regard is usually done on the first day of the village settlement byoffering a kind of sacrifice to the creator by making a vow and saying that whoever moved away the boundary stone should be thefirst to dieG. This is the reason why every village whether small or big could settle permanently as an independent unit.

VILLAGE STRUCTURE

!very village in the tribal+s whether small or large is set up as an independent unit. They are considered as a community for allreligious, festivals and taboos. The villages were isolated from one another; trade relation was also a very rare practice. There wasof course, a trade relation between villages but it was taken up only after the suspension of all hostilities during their ageEoldfestival like 'uira seed sowing festival2 in Tangkhul. The villages usually lived in a constant state of disputes even though theorigin of the *uarrel would be centuries old. The tribal villages rare located on the hillEtops and are not shifted since its inception.

Though they may be facing a lot of communication problems due to the location of their shifting fir they are lovers of land F.

The villages in the tribal area had sufficient forest wealth and land of their own. !ach household en-oy owning its landindividually. )ut there is also Common land+ that belongs to the entire village. It is mainly used by the landless people if any andalso used for grazing ground for cattle and for collection of firewood for all the villagers.

VILLAGE ADMINISTRATION

In the tribal society, headman or chief of the village play key role in the administration of the village. !very village is entitled tohave its own :ing whose office is hereditary. & village consists of groups of families or clans. !ach clan has also its own head isalso hereditary. This head of the clan again represents his clan. The king of the village runs the village administration with thehelp of council which is represented by the eldest male child of the head of each clan. In case of failing to have a male child, itgoes to the net nearest relatives of the parental family and goes on. &nother distinct feature of the tribal society in Manipur isthat of the observation of festival, amusements etc. There are different kinds of festivals which are characterizes by feasting,drinking, dancing and singing. &s such, various festival occasions are usually celebrated by the tribal people B.

The tribal people live in complete isolation not only from the rest of the world but also from each other as well. They usually livedin forested mountains and they depend on sowing and harvesting of paddy for their livelihood. )rewing of rice beer, singing,dancing, head hunting are all part of life activities in the case of Tangkhul Nagas. owever, this activity of Tangkhul Naga wasstopped by 5an )ritannica when the hill areas of Manipur also came under the )ritish Control 1. Though the )ritish controlled thetribal areas, their way of life did not change drastically from the way their forefathers had lived in when they had settled downcenturies ago in this remote, strange and lovely corner of the earth. The village in hill areas is set up as an independent unit in thefield of economic and politics and each village again is well demarcated to avoid interEvillage feud.

THE VILLAGE COUNCIL= POWERS AND FUNCTIONS

In the tribal society, every village has got a council known as the, village council. This body is usually headed by the Chief of thevillage. It is the main governing body of the village. The members are depended on the size of the population where in actual

practice; each and every clan has a one member representation and who also happens to be the head of the clan. In case the

situation arises as the head of the clan normal/v is the eEofficio Chairman of the Council, this will be followed by chosen acouncillor again from the head of each subEclan. The needful *ualification for the councillors is to get married which shows aman(s maturity and who is also eligible to hold the office of the councillor. &s in the case of village headman, the holding of office

by the councillors is also a hereditary system. In case, the chief of the clan happened to be unable person for councillor, due tohealth problem, then, he would choose from his nearest relative and again if it is also failed to produce a reasonable person, thenhe may choose from any member of the same clan. The headman of the village is entitled to receive the head portion of eachanimal cut during festivals or any kind of village E related function celebrated by killing animals whether big or small. In the sameway, all the members of the Council are also entitled to receive a portion of meatJ.

E9e,')#2e

The village council functions and holds issue and eecutes its power in the administration of the village. This council can decide

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disputes which are of two kinds4 5rivate and 5ublic. 5rivate disputes are the disputes taken place between two or more personswhereas public disputes are the disputes that all the villagers get involved in it. The village council acts not only as the responsible

body to settle, disputes kind but it also responsible for the effective implementation of its decisions.

!very villager in the tribal society is supposed to know very well about the traditional laws, customs and usages. &ccordingly, noone is ecused of ignoring it. The village council has got its eecutive power to punish any villager who is guilty of breaking anytimeEhonoured law of the land0.

Ad$#n#()ra)#2e

It is considered as the highest Court of ustice among the tribals. The Court handles any kind of disputes or differences occurred between families belonging to the same clan when the elders belonging to the same failed to settle it. In the tribal villages all thecases or disputes ale tried and settled according to the The administrative functions of the council includes E the maintenance of the village water supply and footpaths, school and dispensary, construction of new paths and bridges across streams and riverswhich are in a difficult situation to cross.

The administrative duties are wholly taken care of by the village council having constant consultation with the Chief of thevillage. The village council usually holds meeting and discuss any matter which is considered necessary for the villagers as awhole. The Council in consultation with the headman fied all the dates of the village festivals and makes proclamation of religious ceremonies and taboo observations. The tribals, especially the Tangkhul is a society which has an interesting custom of the observation of mass hunting and fishing days. The fiing of these days is done by the council.

The village council is the custodian of the village fund or finance. 6hen we say finance, we mean money. )ut in the tribalvillages, till recently, there was no any account of money or monetary fund but the only common practice they had as a form of income for the village is that annually every family contributes /D/8th portion of the paddy they owned in the year. This is doneusually every after the harvest and the collected paddy is stored in the village granary. This stored paddy is used for the villagersas a whole especially during rainy days when the entire village happened to reap a poor crop. 3urther, this is used for the familieswho failed to have sufficient crop due to crop failure in a particular year. The village council utilize this stored paddy bydistributing to the needy section in the village with its discretion /8.

'd#,#a0

!very village in the tribal areas has got its own village Court. The councillors headed by the headman acts as its members. Thiscourt is customary laws of the land. In other words, it can also be said that separation of powers was not put into practice in thetribal society as far as any settlement of dispute is concerned. The laws were customary and divine in nature. o, -ustice in thesociety was based on the belief that right action brings victory, the -ust was to be rewarded and the un-ust to be punished //.

INTRODUCTION OF MODERN DEMOCRATIC LOCAL BODIES

6hen the colonial mile lapsed in Manipur a new regulation called the Manipur tate ill 5eople &dministration2 "egulation,/0G1 was passed. %nder this regulation, the administration of then hill people of Manipur was placed under the Mahara-aEinECouncil/7. The hill territory was divided into circles and subEdivisions. &ccordingly, in each village of 78 taEEpaying houses or above, village authority was established by replacing the traditional age old village council. This body consisted of the Chief andelders nominated in accordance with the customs of the concerned village. &bove the village &uthority, there was a Circle&uthority comprising one circle officer and a council of five members elected by the village authorities falling within the circle /9.

The Circle authorities could eercise eecutive power over law and order, levy assessment or collection of taes on houses, produce of land, lower and upper primary education, construction and maintenance of bridleEpaths, public health, personalhygiene, clean water supply, maintenance of land records etc. Criminal -ustice was administered by the court of the village&uthority, the Court of the Circle &uthority, the hill bench of Imphal and the Chief Court of the Manipur state as constituted for the trial of hill cases under the Manipur tate Courts &ct, /0G1. The Court of a #illage &uthority settled cases relating to theft,

cattle theft, and the illegal slaughter of animals, simple hurt and assault. The court of the Circle &uthority or the circle bencheercised.

&uthority on adult franchise by repealing the ill 5eople(s "egulation of /0G1. The the powers of a magistrate of the first classand comprised the circle officer and any two members of the circle Council. The hill bench of Imphal eercised by the powers of as ession Court and comprised a -udge of the Chief Court with two hill men as -udges.

In order to enhance people(s participation in a democratic manner from the grass root level, the tale @overnment of Manipur passed an &ct again called the Manipur #illage &uthority in ill &reas2 &ct /0FB. This has brought as a first instance of holdingof elections of the members of the #illage composition of the village &uthority was fied as follows4 /G

• 3ive members where the number of taEpaying house in the village was not less than 78 but not more than B8;





• even members where the number of tapaying houses was more than B8 but less than /88;

• ten members where the number of taEpaying houses was more than /88 but not more than /F8;

• Twelve members where the number of taEpaying houses was more than /F8.

&ccording to this &ct, the chief was the eEofficio Chairman of the authority and the term for the members so elected was fied atthree years from the date appointed for its first meeting /F. In the meantime, this &ct of /0FB had amended by the tate legislaturein /0J9. The significant features of this &ct are4

• The constitution of a circle village Court C#C2 for a village or a group of villages comprising a population of /,888 to

9,888 and a maimum number of five members who were appointed by the @overnment on the recommendation of the>eputy Commissioner of the concerned area.

• !very rule made either in the #&s of C#Cs was to be laid before the hill standing committee and then to the legislative

assembly which had the final authority to modify or annual the rule so made or recommended.

• No transfer or allotment of land is made to the nonEtribal without the prior permission in writing of the >eputy

Commissioner of the concerned district. In this case and under the prevailing rules of the >istrict &utonomous Councils,the Commissioner had to secure the consent of the Council.

In the year and on lGth une /0B1, the state legislature passed an &ct called the Manipur ill &reas &c*uisition of Chief+s "ights2&ct, /0B1. This &ct authorized the government t to ac*uire the rights, title and interest of Chiefs in and over land in the hill areasof Manipur. The chiefs were to be compensated under such conditions that4

• The amount of land under Chiefs;

• The total number of households within the Chiefdom;

• 6hether compensation was to be given in instalments or as a lump sum.

In spite of all the provisions and passed as an &ct by the tate @overnment this &ct could not be implemented mainly opposed bythe Chiefs of the hill areas.

T&" Manip$r 2Hill Ar"a(3 Di()ri!) C$n!il( A!)= <>8<

o far, the final and the last provisions for the hill areas Manipur is made through an &ct passed by the 5arliament of India as atool of establishing selfEgoverning institutions in the hills is that of the Manipur ill &reas2 >istrict Councils &ct /01/.&ccordingly, si &utonomous >istrict Councils have been established in then hill districts of Manipur with eighteen memberseach to be elected and two members each to be nominated. The established >istrict Councils are4 /B

• The Manipur outh &utonomous >istrict Council, now Churachandpur,

• The Manipur North &utonomous >istrict Council, now enapati,

• The Manipur !ast &utonomous >istrict Council, now Tamenglong,

• The Manipur adar ills &utonomous >istrict Council,

• Tengnoupal &utonomous >istrict Council, now Chandel.

ince its inception three consecutive elections to the >istrict Councils have been held at the right intervals /1 i.e. 3irst E 77nd May /019

econd E /Gth November /01JThird E 77nd 3ebruary /0JG

>ue to provisional problems the only implemented &ct of the ill areas, ceased to operate since then. The @overnment of Manipur then made a favour of operating this Council &ct by making some amendments especially on the powers and functionsof the members of the Council and on the eecutive head of the council.

&ccordingly after a huge gap of more the 78 years, efforts were made to conduct an election in all the >istrict Councils of Manipur in the year 78/8. No doubt as an effective tool to achieve their desired goals, the hill people of Manipur responded

positively. )ut unfortunately elections could not conduct in full swing due to the ob-ections put the Naga 5eople. The council thusfailed its own working in the Naga inhabited tribal areas.

RELATIONSHIP BETWEEN VILLAGE AUTHORITY AND DISTRICT COUNCIL

)oth these bodies represent a selfEgoverning institution at different levels i.e., the grass root level. )oth have a representation bymembers falling within the concerned area. There is no specific area where these two organisations share power. Though theManipur #illage &uthorities in ill &reas &ct, /0FB was passed with a provision of having, a representative form of @overnmenteven at the village level, practically, it is not implemented. Tribal people are tradition loving people. o, instead of adopting the

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new system, they -ust ignored and rather continued their traditional #illage Council.

Therefore, this #illage &uthority is a body with its members represented from the head of each Clan or by having internalarrangement in order to have a representation from each Clan of the #illage. /J Traditionally; this authority is headed by the Chief of the village. There is no fied term for tenure of headmanship. There are also cases in the tribal villages that instead of holdingthe post of headship in the authority by the Chief, sometimes changes take place. In this case, the authority members are electedfor a fied term which varies from village to village and its Chairman i.e., the head of the authority is also selected from amongst

themselves. This is not a compulsory adopted practice.

owever, >istrict Council is a body whose members are to be filled through election and for a fied period of time. In eercisingits power, there is no picture of implementing customary practices as in the case of #illage &uthority. These bodies are thus the

points to implement the laid down rules or provisions made from the side of the government. ISSUES ? PROBLEMS FACED BY THE LOCAL AUTHORITIES?DISTRICT COUNCILS

5ractically, when we speak on the problems faced by the #illage &uthority is thatE each and every village is set up independently,having its, authority members to run the village administration according to their own traditions based on customary laws.!nforcing any kind government rules and laws by suspending their practices is not the right means for their peaceful settlement.Time may change and government may go, but the desired goal of the tribals may continue to uplift until and unless it is servedthrough their traditional village authority.

The #illage &uthorities in most of the tribal areas may not be established according to the norms laid down by the @overnment of Manipur. Ma-ority of the &uthorities are their traditional practices. & very positive aspect the hill+s authority came to en-oy is that

enough efforts are made by the tate government to reach the every corner of the #illages.

& very positive aspect from the side of the @overnment of Manipur is that every provision is reached to each and every village of the tribal area. No scheme whether big or small is neglected even the villagers situated at the etreme corner of the hill areas.Though the village authority is set up not according to the government norms, the government is very sincere in dealing with allthe activities or provisions meant for the tribal villages.

owever, in the case of >istrict Council, a very sorry for the public in general and the politicians in particular is that though the>istrict Councils are set up under the framed rules and regulation as an independent unit it cannot function even a single role inthe concerned area of administration. &ll the powers and functions are -ust a mere laid down rules. The councillors are forced tosurrender before the higher authority i.e., the tate government. There is not even a single field where a council can organizeindependently. &ll the Councillors work only at the mercy of the minister of the state/0.

POSITION OF WOMEN

In the tribal society, women were traditionally held in a very high status. >uring the headEhunting days, especially in the Nagas,women were escorted by the man of the village while going to the paddy fields 78. !very woman never felt that she belongs to theweaker section. The mother plays the main role in running the household. The ma-ority of domestic affairs are in her hands. he isconsulted by her husband in all domestic and family affairs. These are the times where the women are not pictured in holdingauthority at any level.

In the changing scenario of our society, the concept on women position has now come into changing. 6omen even en-oy the provision of reservation of their seats through an &ct passed by the government. In the case of Manipur valley women, they en-oy5anchayati "a- &ct, /00G+ not provision. &ccording to section 7F ii2 of The Manipur less than oneEthird of the total number of offices of 5radhan and %paE5radhan, as the case may be of the @ram 5anchayat in the district shall be reserved for women 7/.&gain, in the The Manipur Municipalities &ct, /00G+ under section /1I2ii2 not less than oneEthird of the total number of seatsreserved for chedule Caste or Tribes as the case may be, shall be reserved for women belonging to the scheduled Caste or Tribe77.

In spite of all these provisions for the women in valley, the women of the hill areas of Manipur failed to have any reservation of their seats whether in the village level or district level. Though there may be no restriction of their participation in the politicalaffairs, there is no any specific constitutional provision for the women in the tribal areas of Manipur so far. This is one of theconstraints put for them which needs to have some modifications in the already effected government &cts or "ules so that womenspecially of the hill areas may have wider popular participation in the local level, whether in the village or district level.

REFERENCES

/. Census of India, 788/

7. )rown "., tatistical &ccount of Manipur, anskaran 5rakashak, >elhi, /01F, p.09

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.B/ 5 a g e




9. T. 'uikham, 6ung Tangkhul2 Naga Hkthot Mayonza in Tangkhul2, Tarun 5rinting works, Imphal, /0B/

G. Ibid. p. /7

F. :anrei , Tangkhul "ingphatyan in Tangkhul2. The @andhi Memorial 5ress, Imphal, /018

B. :anrei ., Tangkhul "ingphatyan,The @andhi Memorial 5ress, Imphal. /018, 5. J

1. oram M., ocial and Cultural 'ife of Nagas, 'ow price publications, >elhi, /011, p.78

J. :hashim "uivah, ocial Changes among the Nagas Tangkhul2, Cosmo publications, >elhi, /009, p./F/

0. Ibid, p. /F7/8. Hpcit oram M., /0112 p.10

//. Hpcit , oram M., /0 112, p. J8

/7. The Manipur ills 5eoples&dministration2 "egulation, /0G1, ection 9

/9. Ibid; ection F

/G. The Manipur #illage &uthority in ill &reas2 &ct, /0FB; ection 9/2

/F. The Manipur #illage &uthority in ill &reas2 &ct /0FB4 ection B

/B. The Manipur ill &reas2 &utonomous >istrict Council Constituencies /017, pp. 7E/7

/1. &n information collected from the Hffice of %khrul >istrict Council on March 78, 78/9

/J. 5ersonal interview with Mr. 6.. =arho who was the acting headman of Teinem #illage and now has attained the age of 1J years on /Gth &pril 78/9

/0. 5ersonal interview with "#. Mingthing, !Echairman, %khrul &utonomous >istrict Council on /7th March 78/9

78. 5ersonal interview with 6. :hayakring of Teinem #illage, who has attained the age of J1 years on /Bth &pril 78/9

7/. The Manipur 5anchayati "a- &ct, /00G

77. The Manipur Municipalities &ct, /00G

79. )rown ". tatistical &ccount of Manipur, anskaran 5rakashak, >elhi. /01F

7G. oram M, ocial and cultural life of Nagas, 'ow 5rice 5ublications, >elhi, /011, 7nd !dition, J/EJFG/JE0GE7

7F. :anrei ., Tangkhul "ingphatyan, The @andhi Memorial 5ress, Imphal, /018, /st !dition

7B. :hasim "uivah, ocial Changes among the Nagas Tangkhul2, Cosmo 5ublications, >elhi, /009, /st !dition.

71. 'uikham T., 6ung Tangkhul2 Naga Hkthot Mayonza, Tarun 5rinting 6orks, Imphal, /T !dition

7J. The Manipur tate ill 5eoples &dministration2 "egulation /0G1.

70. The Manipur #illage &uthority in ill &reas2 &ct, /0FB.

98. The Manipur ill &reas2 &utonomous >istrict Council /017.

9/. The Manipur 5anchayati "a- &ct, /00G.

97. The Manipur Municipalities &ct, /00G.

VVVVV





PROFITABILITY OF GROUNDNUT PRODUCTION IN KULATHUR ILLAGE

OF THOOTHUKUDI DISTRICT

Manj'na)"a K. M.1

ABSTRACT

&cross the globe, it is becoming a common phenomenon to Kgo greenL. )usiness firms too are -oining the environmentmovement by practicing green marketing strategies. The green voluneers are popularising the gospel of environmentalism andorganisers in this area are stressing the need for protecting the KMother earthL. @reen consumerism is playing an instrumentalrole in ushering corporate environmentalism and making business firms green marketing oriented. This paper through a wellEstructured *uestionnaire makes an evaluation of the etent of awareness, attitude and behaviour towards environmentalism at)engaluru. The study finds that )engaluru the fastest growing city in &sia is going to be the market centre for green products.The functions of green marketing much depend upon avoiding green marketing myopia. There is a need to apply goodmarketing principles to make green products desirable for consumers.

KEY&ORDS

Pr*+#)a!#0#)- Gr*'ndn')- C*n('$er#($ e),.

INTRODUCTION

@reen Marketing is becoming a popular term, gaining momentum, and attracting everybody+s attention. Consumers are aware of environmental products and often they use green marketing terms to ehibit their associativeness in this field. NowEaEdays it isseen that acros the globe consumers demanding more and more green products without caring their prices which are higher thannonEgreen products. The terms Kgreen productL and Kenvironmental products4 are used in an interchangeable way to cannoteenhancing the natural environment by conserving energy or resrouces and reducing or eliminating use of toic agents, populationand agents Httoman /0012/ The present trends of ever escalating crude oil bill, increasing every prices and foreign dependencyare sufficiently eploring and attracting global entrepreneurs to manurfacture energy efficient products. The term cleantechinnovated by 3riedman 788B7 is becoming popular since it covers isues like clean energy, environmentally sensitive innovates and

products.

The global customers have started demanding ecoEfriendly products and therefore many of the firms have started producing green products and started practising green marketing. 5lethora of noval green products are available in the market which are liked bycustomers irrespective high cost and they opt because green products deliver convenience, lower operating costs, better

performance. ome green marketers stayed in the busines others left since they cannot win the competitive world. @overnment of India yielding to the environmental lobbiies has enacted a number of legislations to combat pollution and preserve natural

resources. owever, the movement has become a governmentEsponsored programme and hence industrial and individualconsumers combined effort is needed in order to spread the gospel of environment and ecoEfriendly practice.

Gr""n Mar.")ing D",in"#

@reen marketing also alternatively known as environmental marketing, sustainable marketing Coddington /0092 9, sustainablemarketing, ecological marketing price and 3erral /0092 G, refers to orgasations efforts at designing promoting, pricing anddistributing products that will not human the environment. 5olonsky /00G2 F defines green marketing as Kall activities designed togenerate and facilitate any echanges intended to satisfy human needs and wants occurs, with minimal deterimental impact on the

19&ssistant 5rofessor in ociology, @overnment 3irst @rade College, :arnataka, India, man-unathakmroopa?gmail.com








natural environment.L In simple green marketing simply to all steps undertaken to provide credible, valuable and less harm green products.

Gr""n Mar.")ing M'pia D"(ign"#

@reen marketing must satisfy two ob-ectives. They are improved environmental *uality and customer satisfaction. Mis-udgingeither or over emphasising the earlier at the cost of the latter is called as Kgreen marketing myopiaL as described by Theodre

'evit.B "esearch reveals that many green products failed because of green marketing fails to provide credible, sustainableenvironmental benefits.


Corporate sector looks consumers who are emerged as a force giving priority interest over corporate environmentalism andtherefore, they have become focal point of marketing research. Consumer+s envirionmental awarenes, attitudes and behaviour has

been eamined in the past. "esearch studies in this area covers consumers awareness, perceived importance of environment,importance of being environmental friendly, perceived consumer effectivenes, willingness to pay more for environmental lessharmful products. everal studies like &lley 5. 3errad /000 1, @amba and Hskamp /00GJ, &rbuthnot /0110, riram et al., /00F/8,focused on proenvironmental behaviour indicate that consumers are integrating their concern for the environment into their environmental behaviour.

tudies undertaken previously in this area of consumer environmental awarenes and attitude etend across environnmentalawareness to analyzing perceived importance of environment, environment friendly, and willingness to pay more for

environemntal products. "esearchs like @runet and :ristensen /00G //, <yons and )reakwell /00G/7, Moore /00J/9, Hstman and5arker /0J1/G, #an 'iere and >unlop /00J/F.


The present study is an eplorative in nature. 988 respondent samples were selected using -udgemnt sampling method. & wellEdrafted *uestionnaire was administered for the purpose of data collection. Initially *uestionnaire was pretested for the purpose of accuracy and in the light of shortfall in the initial *uestionnaire, the final *uestionnaire was amended. The data collectioncommenced on >ec /Fth 78/9 and ended on an /Fth 78/G. The data obtained from *uestionnaire was processed and necessaryanalyticals were applied to present the same for analysis. The study is confined only to )engaluru. Chis*uare and &NH#& testsare conducted to test and process the collected data.

OBJECTIVES OF STUDY

The ma-or ob-ective of the present study is to know the consumer behaviour and attitude towards green marketing. The secondary

ob-ectives to understand the awarenes of green marketing and its effects, and also to know personal environment awareness andconcern.

H'p)&"("( , S)$#'

• The )engaluru consumer+s donot have a positive attitude and behaviour towards green marketing.

• )engaluru consumer donot buy green products since green marketing includes beliefs that re*uire sacrifices,

inconvenience, higher costs, and lower performance.

• The green products do not work well as nonEgreen products.

• @reen marketing do not offer desired five consumer benefits, a2 !fficiency, b2 ealth a safety, c2 performance, d2

symbolism and status, e2 convenience.


&s a caveat, it is better to mention some of the limitations of this tudy commenced with an ob-ective of understanding )engaluruthe Kglobal customers.L & small sample is taken up for the study here and that too )engaluru concentrating are not genralisable tothe entire country. &ny generalisation attempts need further indepth research. uch research may take large sample to arrive atvalid and reliable conclusions. 3urther, due to the constraints of time and money a few environmental isues has been taken, astudy is made, and survey findings are listed. The multi item scale study about personal environmental concern have not turnedout to be stastistically reliable and scaling needs further refinement and testing.

SURVEY FINDINGS

D"mgrap&i! Fin#ing(

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The gender analysis in TableEF reveals that /B8 respondents or F9R are males and the remaining /G8 respondents are females.3emales accounted for G1R of the survey. &gewise data reveals that 7F8 respondents belongs to the age group of 98EF8 years andonly /8 respondents belongs to the age group of above F8 years. The ma-or portion of respondents /718 or F1R belongs to agegroup of 98EG8 and Kyoungester group.L Ma-ority i.e., /G8 respondents or G1R are graduates, J8 studied upto Y std. and 1B

belongs to post graduation and data reveals that all are educated. )engaluru is a cosmopolitican city and global hub of softwareand popularly nicknamed as Ksilicon valley of India and 5andit awaharalal Nehru long back said that )engaluru is a KhappeningcityL. The income of the persons varies from 78888 below to B8888 above. >ata reveals that the income of )engaluru consumers

is not similar and different depending upon the *ualification and responsibilities undertaken.

The study coverd 07 respondents or 9/R of the total, whose inocme range is "s. G8,888 E F8,888. BJ respondents income is in between "s. 98,888 E G8,888. There are 77 respondents whose income ranges above "s. B8,888. The ChiEs*uare analysis showsthat )engaluru consumers income varies and sufficient to buy the green products since )engaluru consumers have already showntheir interest in buying environment products irrespective of cost. The occupation details support the monthly income of thecustomers. There are //8 or 91R respondents government employees, 1B engaged in private sector, BF housewives, 7G studentswho are incomeless, and interestingly 7F selfEemployed persons. The Chis*uare analysis reveals that occupation of samplerespondents varies.H*)"e(e(

84 The income and occupation of the )engaluru consumer is similar "e-ect/4 The income and occupation of the )engaluru consumer is not similar &ccept

but varied is not similar but varied

Ta!0e31: C"#('are

Calculated value4 Income Hccupation19.7J JJ.9BBG

d.f. F GT.#. //.818 0.GJJignificance level FR FR


C"#3('are Ana0(#(

The calculated value being 19.7J in case of income and JJ.9BBG in case of occupation greater than the T# and at d.f. X F and Gre-ects the null hypotheses and accepts the alternative. Therefore, one may conclude that )engaluru consumers income andoccupation varies and not uniform.

Gr""n Pr#$!)( +?(9 Nn Gr""n Pr#$!)(

TableEB highlights the data about consumer+s preference over green products and nonEgreen products out of 1B respondents whoepressed that nonEgreen products are lower in prices, 77 respondents said highly yes and 78 yes. The respondents G8 did notagree and differed. 97 respondents viewed at present in )angalore nonEgreen products are not easily available and 77 said thatthen are easily available. This trend is growing since big super bazaars and malls are opened in )engaluru. The income of )engaluru consumers is not coming in the way of buying green products. 97 respondents denied low income barrier and 97respondents e*ually opined that low income may be a barrier to buy green products. FB respondents have clearly epresed that

benefits derived from environmental products are not popularised and /G respondents clearly denied that nongren products are nothealthy. The &NH#& test conducted also re-ects the null hyotheses and accepts the alternative and therefore it is concluded herethat )engaluru consumer prefer green products, which are better than non green.

H*)"e(e(

84 NonEgreen products are better than @reen 5roducts "e-ect/4 NonEgreen products are not better than green products &ccept

Ta!0e3%: An*2a

ource of variation d.f. M 3Eratio FR 3Elimit3rom the 3Etable2

)etween ample 17/.B FE/2XG 17/.BDG /J8.GD77 3G,7826ithin ample GG8 7FEF2 X 78 GG8D78 J.7 7.J1

Total //B/.B 7F./ X 7G

An*2a Ana0(#(

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The above table shows that the calculated value of 3 is J.7, which is greater than the T# 7.J1 and therefore re-ects the nullhypotheses and accepts the alternative /. Therefore, we may conclude that )engaluru consumers give prefernce to green

products since green products are better than nonEgreen products.

Gr""n Mar.")ing an# D"(ign"# Cn($m"r B"n",i)

TableE1 highlights about green marketing and desired consumer benefits. !fficiency and effectiveness refers to green products.!fficient and effective green products are economically benefitical, bring longEterm savings, and have convinced costconsciousness consumers to buy. Hut of B0 who have, epressed green products are efficient and effective nearly FB said highlyyes and yes and only, a negligent number of consumers 80 have neglected in concept. !nvironmental products are designed tominimise or eliminate the use of toic agents and adulterating process. ales of organic foods are on the rise in the light of publicfear of cow disease+, anti bioticElaced meats, mercury in fish and genetically improvised foods. F9 respondents epressed thatthey need healthy and safety green products.

Ta!0e36: An*2a


)etween ample GF9G.J FE/2XG GF9GJDG //99.1D/7.7GG 3G,782

6ithin ample 7GG.JJ 7FEF2X78 7GGJJD78 07.F07 7.J1 Total G110.BJ 7FE/2 X 7G

H*)"e(e(

84 @reen marketing do not bring desired benefits "e-ect/4 @reen marketing brings desired benefits &ccept

ANOA Ana0(#(

The above table shows that the calculated value of 3 is 07.F07 which is greater than the table value of 7.J1 at FR level of significance with d.f. being #/ X G, #7 X 78 and re-cts the null hypotheses and alternative is accepted. Therefore we mayconclude green marketing brings desired benefits.

Green Mar?e)#n5 and E9#()#n5 Be0#e+(

TableEJ reveals )engaluru consumers eisting belief over green marketing. Hut of J7 respondents belonging to ready to sacrificecategory, respondents are highly ready to sacrifice, /7 are ready to sacrifice, and only 8J respondents are not ready to sacrifice.The second eisting belief inconvenience is also measured and presented. That out of 9F respondents who epressedinconvenience 7B epressed highly yes and yes. 1 respondents viewed that green products are not inconvenient. The third belief isrelated to high cost. Hut of 19 who were asked to epress their opinion nearly B/ said that green products are costly /8 said thatgreen products are not costly. uruprisingly that GF respondent+s epresed about the fourth belieft lower performance as highlyyes and yes. 3inally out of B/ respondents who epressed about the fifth belief that FB viewed as highly yes and yes. The &NH#&table analysis reveals that it clearly re-ects the null hypotheses and accepts the alternative. Therefore, the table concludes thatthere eist different beliefs on green marketing.

H*)"e(e(

8 4 There are no beliefs eisting "e-ect

/4 There eists different beliefs on green marketing &ccept

Ta!0e3>: An*2a


)etween ample G7J/.B FE/2XG G7J/.B/G/818.GDBF.G7 3G,7826ithin ample /98J.G 7FEF2 X 78 /98J.GD78 /B.9B

Total FF08 7FE/ X 7G

An*2a Ana0(e(

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The above Table shows that the calculated value of 3 is /B.9B, which is greater than table value 7.J1 and therefore re-ects nullhypotheses. Therefore, one may conclude that there eist differnt beliefs on green marketing worth to consider.

P"r(nal En+irnm"n) A-ar"n"( an# Cn!"rn

TableE0 reveals clearly that 09 respondents that they know environmental issue clearly and awareness of law in India. FJ

respondents or /8R disagreed and viewed that either environmental issues or legislation in India are unknown to them. /1remained neutral and /18 respondents combined agreed that they know issues of environment and low relating to pollution.3inally a great ma-ority combined 7B7 or GGR combined know fully all related environmental issues and law relating to pollution.3urther, the study also attempted to understand influence of advertisement on environmental issues like waste paper recycling,water conservation, petrol conservation, electricity conservation. The analysis reveals that 7/8 respondents influenced byadvertisement as far as waste paper recycling is concerned, 7JJ water conservation 7F8 petrol conservation the highest opinion,7GF electricity conservation. 3urther, the table also provides information about seeking environmental products and preserving theenvironment the KMother !arthL. 7G8 respondents epressed that they buy only ecoEproducts and 7F9 respondents or JGR areready to protect the environment.

&t the time of data collection, some of the opinions epressed were interesting. ome are going green and spread the gospel of environmental benefits. They do it by conducting and educating the school and college students, organising public awareness

programmes and visiting rural areas and educating environment importance and the need to preserve. >iffernt organisations in)engaluru are rendering their voluntary valuable services in this regard deserves highest appreciation.

CONCLUSION

This paper started with an ob-ect of measuring the indepth knowledge of )engaluru global customers where in the living styles,high monthly income, techno savvy respondents, are severely undergoing a change. Indeed the )engaluru consumers are moreconcerned about protecting the mother earth but unfortunately the governmental support and )ruhath )engaluru Mahanagara5alike is not to the epected etent. &t present )engaluru No. / concern is waste disposal management and often authorities arefinding difficult for the garbage dumping. It is a fact that environmentalism and green marketing and environmental and greenmarketing movement rotate on the consumer+s attitude coupled with industrialist+s attitude. There is a greater need now to take upthese issues seriously in order to preserve to environment so that futurist may also avail the benefits.

REFERENCES

/. Httman /0012, @reen Marketing Hpportunity for Innovation4 'incolniwood Chicago, NTC )usines )ooks.

7. 3riedman, T.'. 788B2, @eoEgreening by eample, Ne Bor. 5'me-, 71th March 788F and T.'. 3riedman, KThe New

putnik+ challenge. They all run on oilL, New =ork Times, 78th an. 788B.

9. Coddingon, 6. /0092, 7n'ronmen&al Mar.e&'n/ Po-'&'e S&ra&e/'e- or 9each'n/ Creen 8on-umer-, New =our4Mc@rawEill.

G. 5ride 6.M. and H.C. 3errel /0092, Mar.e&'n/, )oston, M.&. ozghton E Mifflin.

F. 5olonsky, Michael ay, /00G2, &n introduction to @reen Marketing, 7lec&ron'c Creen Journal, /72,http4DDgopher.uidhar.eduD/DuiAgopherDlibraryDegiD.

B. 'evitt, T./0B82, Marketing Myopia, arward )usines "eview 7J, uly E &ugust, 7GEG1.

1. &llen . ). and '. ennifer 3errand /0002, !nvironmental 'ocus of Control, ympathy and 5roEenvironmental)ehaviour. & test of @ebbers &ctively Caring ypotheses. 7n'ronmen& an+ ;eha'our, 9/92, 99JE9F9.

J. @awba, ". and . Hskamp, /00G2, 3actors Influencing communiting "esidents 5articipation in commingled Curbside"ecycling 5rogrammes, 7n'ronmen&al an+ ;eha'our, 7BF2, FJ1EB/7.

0. &rbuthnot, . /0112, the roles of attitudinal and personality variables in the prediction of environment and behaviour !nvironment P )ehaviour, 092, 7/1, 797.

/8. hram '.. &. McCarty and T.M. 'owrey /00F2, )uyer Characterstics of the @reen consumer and their implications for advertising strategy. Journal o +er&'-emen&, 7G72, 1/EJ7.

//. @rannert .C. and :. :ristensen /00G2, The @reen Consumer ome >anish !vidence, Mar.e&'n/ 9e'e, /072, /9JEGF.





/7. 'yons, !. and @.M. )reakwell /00G2, 3actors predicting environmental concern and indifference in /9 to /B years olds. 7n'ronmen& an+ ;eha'or, 7B724 779E9J.

/9. Moore .:. /0J/2, !very related information attitude measuremnt of college E age students Journal o Mar.e&'n/, B/2E F/EB1.

/G. Hstman, ".!. and . I. 5arker /0J12, Impact of !ducation, &ge, Newspapers and Television !nvironmental :nowledge,concerns and behaviours, ournal of !nvironmental !ducation, /0/2, 9E0.

/F. #an 'iere, :.>. and ".!. >unlop /0J/2, !nvironmental Concern, >oes it make a differnce ow it is measuredS 7n'ronmen& an+ ;eha'our, /9B2 BF/E18.

/B. &my, ).&. 5.3. >e-ong Y. 'in, @. Chakraborty and . '. 6eizer /00G2, Influence of purchase intentions for !cologically afe products. &n eploaratory study in C.6. park and >.C. mith eds2, Mar.e&'n/ 5heory an+

**l'ca&'on-, 5he *rocee+'n/- o 1!!4, merc'an Mar.e&'n/ -oc'a&'on’- D'n&er 7+uca&or’- 8onerence, #ol. F,Chicago, I'4 &M&.

/1. :inner H.T.C., .". Taylorad .&. &hmed /01G2, !cologically concerned consumers who are theyS Journal o

Mar.e&'n/, 9J72 78E7G./J. #an 'iere, :.>. and ".!. >unlop /0J/2. !nvironmental Concern, >oes it make a differnce ow it is measuredS

7n'ronmen& an+ ;eha'our , /9B24 BF/EB1B.

/0. )erger I.!. and Corbin, ".M. /0072, Kperceived consumer effectivenes and faith in others as moderators of

environmentally responsible behaviours, Journal o *ubl'c *ol'cy an+ mar.e&'n/, //724 10EJF.

78. >avis . oel /0092, strategies for environmental advertising, Journal o con-umer- Mar.e&'n/, /8724 /0E9B.

7/. Httman, . /0092, Creen Mar.e&'n/ 8hallen/&e- an+ o**or&un'&'e- or &he ne mar.e&'n/ a/e, New =ork, NTC business books.

77. Coddington 6. /0092, 7n'ronmen&al Mar.e&'n/ *o-'&'e -&ra&e/'e- or re+uc&'n/ /reen con-umer-, New =ork,Mc@rawEill.

Ta!0e38: C*n('$er Pr*+#0e

De$*5ra"#, ar#a!0e( N 677<

Number of "espondents 5ercentage

Gender

Males /B8 F9.883emale /G8 G1.88Total 988 /88.88

A5e #n ear<

)elow 78 /F F78 E 98 7F J98 E G8 /18 F1G8 E F8 J8 71F8 P above /8 9Total 988 /88

Ed',a)#*n

econdary 'evel J8 71.88@raduate /G8 G1.885ost @raduate 1B 7F.88

&ny other 8G /.88Total 988 /88.88M*n)"0 In,*$e #n R(.<

)elow 78,888 77 1.8878,888 E 98,888 GJ /B.8898,888 E G8,888 BJ 79.88G8,888 E F8,888 07 9/.88F8,888 E B8,888 GJ /B.88B8,888 P above 77 81.88Total 988.88 /88.88

O,,'a)#*n

tudent 7G J.88

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.BJ 5 a g e




ousewife BF 77.88elf enployed 7F J.88@ovt ervice //8 91.885rivate ervice 1B 7F.88Total 988 /88.88


Ta!0e3: Green Pr*d',) 24(. N*n3Green Pr*d',)(

>ecisive 3actors .=. = N No NH Total

Non @reen products are lower prices 77 78 G /7 /J 1B NonE@reen products are easily available /J 8G 9 /9 /0 F1'ow income and therefore prefers nonEgren products 7G 8J F /7 78 B0)enefits of green marketing not popularised 98 7B G G /7 1B

Non @reen one healthy 8G 87 7 1 1 77

Total 0J B8 /J GJ 1B 98.88

S*'r,e(: 5rimary dataN*)e: =X ighly =es, =X=es, NX Neutral, NoXNo, No X ighly No

Ta!0e3: Green $ar?e)#n5 De(#red C*n('$er Bene+#)(

)enefits .H H N N.H. .No Total

!fficiency P !ffectiveness GG /7 G 9 B B0ealth P afety GF J 9 7 F B95erformance GJ // 7 / 9 BFymbolism P tatus 9F /G G 9 F B/Convenience /J /B 7 9 9 G7

Total /08 B/ /F /7 77 988

S*'r,e(4 5rimary dataN*)e4 .HX istory offers, HX Hffers, NX Neutral, N.H. X Not offers, . No. X ighly not offers

Ta!0e3: Green Mar?e)#n5 Be0#e+( E9#()#n5

>eciding 3actor .=. = N No .No Total

"eady to sacrifice B8 /7 7 8B 7 J7It is incenvenienve /9 /9 7 8G 9 9F

ish cost G8 7/ 7 8J 7 19'ower performence 9F /8 / 8/ 7 G0!asy availability of 97 7G / 8/ 9 B/non gren products

Total /J8 J8 J 78 /7 988

S*'r,e(: 5rimary >ataN*)e: = X ighly =es, =X=es, NXNeutral, NoXNo, NoXighly No

Ta!0e3: Per(*na0 En2#r*n$en) Aarene(( and C*n,ern

#ariable & ) C > ! Total

A. Per(*na0 En2#r*n$en) Aanene((

/. I am fully aware of !nvironment problems F/ 98 0 08 /78 9887. I am fully aware of low to regulate or minimise pollution. G7 7J J J8 /G7 988

B. In+0'en,e *n Green r*$*)#*n and #00#n5ne(( )* !' 5reen r*d',)(/. Influence by &dvertisements promoting waste paper recycling 9J G7 /8 J8 /98 9887. Influence by &dvertisements promoting water conservation 91 98 8F JJ /G8 9889. Influence by advertisements promoting petrol conservation 77 7F 89 J8 /18 988G. Influence by &dvertisement promoting electric conservation 98 77 89 JF /B8 988F. If available, I would seek environmentally certified products 9F 78 8F B8 /J8 988B. >oing a little to preserve the environment 79 77 87 99 778 988

S*'r,e(4 5rimary dataN*)e: &X trongly >isagree, ) X >isagree, CX Indiffernt, > X &gree, ! X trongly &gree

=====





RESPONSIBLE AND PARTICIPATORY TOURISM MODEL: A CASE OF SARGALAYA

THE ART AND CRAFT ILLAGE’ FROM KERALA

*(e" PD.%7

ABSTRACT

Tourism is recognized as a ma-or global industry today. It is a sizable and comple industry. In last G8 years, tourism has seenrapid and continuous growth. &ll governments mostly due to profit motives have seldom *uestioned the desirability of tourism. owever, local communities due to some negative due to some negative social and environmental impacts voicedtheir concern against it.

Tourism is one of the few sectors where :erala has clear competitive advantage. :erala is known for its successful tourismmodel that has turned tourism into a driver of economic growth, without compromising on ecological and inclusivenessconcerns. Its tourism model has been hailed worldwide. Hne of the key contributors to :erala+s success has been in thedevelopment of tourism products instead of merely destinations. 3or eample, :erala is closely associated with three ma-or

products namely, &yurveda, )ackwater cruises and beach holidays and now it show cases "esponsible and 5articipativeTourism. These have been supported by development of subsidiary tourism products such as ecoEtourism, adventure andwildlife tourism.

The purpose of this article is to eplain the concept of "esponsible and 5articipative Tourism model and to eamine how anuntapped, uneplored and unnoticed place has been converted into a "esponsible and 5articipative tourism destination. The

place being considered here for the study is &"@&'&=&+E the art and craft village at Iringal in the Calicut district of :erala.The study depended mainly on secondary data and some information has been collected through field visits and observation.

KEY&ORDS

T*'r#($- Re(*n(#!0e- Par)#,#a)#2e- Sar5aa0aa- C*$$'n#) e),.

INTRODUCTION

Tourism is recognized as a ma-or global industry today. It is a sizable and comple industry. In last G8 years, tourism has seenrapid and continuous growth. The desirability of tourism has seldom been *uestioned by all governments mostly due to profitmotives. owever, local communities due to some negative due to some negative social and environmental impacts voiced their concern against it.

There has been increased awareness of the importance of tourism worldwide. owever, two aspects of tourismEits capacity togenerate employment, both directly as well as indirectly, and its potential to earn hard international currency for the host countryEhave made this industry greatly desirable for all concerned such as government, planners, entrepreneurs and host people in

20&ssistant 5rofessor Tourism tudies2, >epartment of )usiness &dministration, Mangalore %niversity, :arnataka, India,

-osephpallickal?gmail.com








particular. Therefore, tourism often considered one of the economic sectors, which have realistic potential for growth beyond theshort term. The importance of this trend for employment is strengthened because of the relatively labour intensive nature of thetourism and limited substitution of capital in the production of tourism services.

&ccording to the 6orld Travel P Tourism Council 6TTC, 788J2, world travel and tourism generated close to %\J trillion in788J, epecting to rise to approimately %\/F trillion over the net ten years. 3urthermore, the world travel and tourism TPT2industry generates 0R of global @>5 and employs as many as 778 million people worldwide 6TTC, 7880a2. @iven the

significant deterioration in Travel P Tourism activity through the second half of 788J and the bleak macroeconomic forecast for 7880, most likely the industry will grow in lower scales that predicted in previous years. Nevertheless, the industry is epected tokeep its leading role in driving global growth, creating -obs and alleviating poverty. Hverall, it is forecasted that TPT industry willgrow by GR *er annum over the net ten years. )y 78/0, it will account for 71F million -obs, representing J.GR of totalemployment across the world 6TTC, 7880b2.

The phenomenal growth in tourism during the past years mainly due to industrial revolution emitting great factory townsresponsible for the change in the economic and social system and spread of education worldwide led to a natural curiosity amongthe people.

Tourism needs variety and India with its vast dimensions and kaleidoscopic diversity offers to every class of visitors somethingnot found elsewhere from the snake charm to the eternal snowEcapped peaks of imalayas and system of the folk dances to the

big game hills. %nlike other big industries there is comparatively little investment needed for promoting tourism the scope itsepansion is unlimited and fortunately, this potential industry started receiving some focus now.

Tourism industry in India is on a great boom now. India has tremendous potential to become a ma-or global tourist destination andIndian tourism industry is eploiting this potential to the hilt. Travel and tourism industry is the second highest foreign echangeearner for India. Tourism industry also provides employment to millions of people in India both directly and indirectly through itslinkage with other sectors of the economy. &ccording to an estimate, total direct employment in the tourism sector is around 78million.

The state of :erala is one of the most popular tourism destinations in India. The state, promoted as K@od+s own countryL, hasvarious tourism assets such as beaches, hill stations, backwaters, national parks and wildlife sanctuaries. owever, the key totourism success has been its sustained marketing efforts and creation of new tourism products. &s a result, :erala has become amodel for planned tourism development to other Indian states. 3or eample National @eographic Traveler selected :erala as oneof the ^F8 must see destinations of a lifetime . The success of tourism marketing in :erala can be attributed to a combination of ‟

factors4 Clear identification and positioning of the tourism product P differentiating from other Indian states developing a basketof tourism activities, close coordination between the state agencies and private sector for tourism marketing, aggressive promotionP brand building to the target audience, development of best practices and models for tourism development, introducingregulation and *uality certification for tourism products.

Tourism is one of the few sectors where :erala has clear competitive advantage. :erala is known for its successful tourism modelthat has turned tourism into a driver of economic growth, without compromising on ecological and inclusiveness concerns. Itstourism model has been hailed worldwide. Hne of the key contributors to :erala+s success has been in the development of tourism

products instead of merely destinations. 3or eample, :erala is closely associated with three ma-or products namely, &yurveda,)ackwater cruises and beach holidays and now it show cases "esponsible and 5articipative Tourism. These have been supported

by development of subsidiary tourism products such as ecoEtourism, adventure and wildlife tourism.

The purpose of this article is to eplain the concept of "esponsible and 5articipative Tourism model and to eamine how anuntapped, uneplored and unnoticed place has been converted into a "esponsible and 5articipative tourism destination. The place

being considered here for the study is &"@&'&=&+E the art and craft village at Iringal in the Calicut district of :erala. Thestudy depended mainly on secondary data and some information has been collected through field visits and observation.

RESPONSIBLE TOURISM

"esponsible tourism is a new concept in the tourism industry. ost :rippendorf developed this concept in the /0J8(s. is aim wasto Qto develop and promote new forms of tourism, which will bring the greatest possible benefit to all the participants E travelers,the host population and the tourist business, without causing intolerable ecological and social damage.Q

"esponsible Tourism "eporting is a new initiative offering a fleible and /88R customizable independent verification scheme. Itencourages small businesses to measure themselves against their own goals and publicly report their annual achievements. Thescheme gives each business the opportunity to eplain and -ustify their choices, setting the standards and the priorities for what isimportant for their business and the communities where they operate.





&ccording to "esponsible Tourism >evelopment 3und K"esponsible Tourism is tourism that creates better places for people tolive in, and better places to visit+. The 7887 Cape Town >eclaration on "esponsible Tourism in >estinations defines "esponsibleTourism as follows4

Re(*n(#!0e T*'r#($:

• Minimises negative economic, environmental and social impacts generates greater economic benefits for local people

and enhances the well being of host communities;• Improves working conditions and access to the industry;

• Involves local people in decisions that affect their lives and life chances;

• Makes positive contributions to the conservation of natural and cultural heritage embracing diversity;

• 5rovides more en-oyable eperiences for tourists through more meaningful connections with local people, and a greater

understanding of local cultural, social and environmental issues;

• 5rovides access for physically challenged people;

• Is culturally sensitive, encourages respect between tourists and hosts, and builds local pride and confidence.

The distinguishing characteristic of the approach is the focus on the responsibility of roleEplayers in the tourism sector, anddestinations in general, to take action to achieve sustainable tourism development. Increasing numbers of consumers are lookingat the reputation and responsibility of the companies they buy from; they want to have Kguilt freeL holidays. This affects their direct purchases from companies in tourism destinations and it influences the choices of source market companies tooL.

PARTICIPATIVE TOURISM

5articipative tourism is community based tourism development, which is a part of responsible tourism. Hne of the integralcomponents of responsible tourism is seeking the participation of local community in the development of tourism destination.Their role and benefits should be discussed, defined and included in the master plan of a tourism pro-ect.

'ocal communities have a key role in tourism development as they are crucial in providing a good environmental condition for tourists. 'ocal communities are a basic element of modern tourism development. They are the focal point for the supply of accommodation, catering, information, transport, facilities and services for tourism development @odfrey P Clarke, 78882.

There is a wide range of perspectives that can be taken on local communities in the contet of tourism development. 'ocalcommunities may be considered as the main attractions to community skill and knowledge while for others the community issimply the setting where tourism occurs. &nd for others still, a community may, in fact, stand in the way of other potential tourismdevelopment. @odfrey P Clarke, 78882. 'ocal communities are increasingly being drawn into tourism not only from the demandside, as tourists actively seek out new destinations and communities to eperience, but also from the supply side, as communities

are becoming aware of the potential of the products they can offer to tourists and the economic gains that can be made.

Today, many development initiatives solicit the participation of all concerned takeholders, at the relevant level, not only for thesake of efficiency and e*uity of the programmes, leverage of donors and demands of local communities, but also for sustainabilityof these initiatives "ibot, 788G2. Conse*uently, the real outcome for soliciting such community participation is to create and

produce an enabling environment needed by these stakeholders, especially local communities who have been vulnerable tonegative impacts of tourism attributed partly to the fact that many tourism resources occur in their areas, to have a real stake indevelopment activities Muganda Michael 78802. This re*uires involving local communities in decisionEmaking andstrengthening their ability to act for themselves. Hne approach to achieve this is Kthrough investments in human capital, such aseducation and health, investments in social capital such as localElevel institutions and participatory processes, and support for community based development efforts planned and implemented from bottom upL avel, /00B, p./GF2.

SARGALAYA THE ART AND CRAFT VILLAGE AT IRINGAL

argaalaya, the :erala &rts P Crafts village in :erala is an initiative by the >epartment of Tourism, @overnment of :erala. Thevery purpose of &"@&'&=&+E the art and craft village at Iringal in the Calicut district of :erala is to bring all the rich P variedcrafts traditions of :erala under one roof. The #illage is a craft cluster that was conceptualized as a tourism destination,developed and implemented on the "esponsible and 5articipatory Tourism model. It is an initiative to put :erala(s traditionalhandicrafts on the tourism trail. !perience, en-oy P purchase authentic Crafts P &rts[ @et inspired P thrilled with authentic:erala Craft traditions P &rt 3orms like :alari, Theyyam, and =oga etc

argaalaya+ focuses on creating a tourist destination, centered on handsEon interaction between tourists and artisans, who create,display and market their crafts on site. The strategy being, to make :erala(s traditional crafts an integral part of the tourismeperience while also providing sustainable development for the artisans economically.





5ut up on a sprawling 78Eacre land on the shores of the Moorad "iver at Iringal in Calicut, the craft village has B8 stalls housed in beautiful cottages that are environmentEfriendly and ethnic in design. The management of the village is vested in the hands of the%ralungal 'abour Contract Cooperative ociety %'CC2.

argaalaya+E the art P craft village at Iringal is designed as an initiative to put :erala(s traditional arts P crafts on the tourismtrail. The craft village is set up on 78 acres of land on the banks of the Moorad "iver, -ust 788 meters off Calicut O :annur

National ighway near #adakara. The craft village has 71 cottages where, a hundred or even more artisans can work. &part from

showcasing crafts P craftsmen from across :erala, argaalaya has a Crafts >esign P Technology development centre that provides training for craftsmen on the latest techni*ues of production P encourages innovation in the traditional system.

argaalaya+E :erala &rts P Crafts #illage at Iringal is India+s %ni*ue andicraft #illage. To eperience traditional :erala crafts,will interact with &rtisans inside the village and can eperience about the making of each Craft items. &fter the visit to craft unitswill en-oy boating through Moorad "iver en-oying the pictures*ue spots at Moorad and to and )anks beach which is a very

beautiful picnic spot. &fter lunch shopping in andicrafts !mporium of the Craft village

Combining the streams of art and business, the village throws up a comprehensive platform for ehibition, sales and craft making.The uni*ueness of the craft village is that it is the only place where a tourist can witness and learn in person the nuances of craftsEmaking and skills of the traditional artisans of :erala. =ou surely would not miss a chance like this, especially if you have a great

passion for art and craft. =ou can also carry these fascinating crafts as a souvenir to your home at a reasonable price. &nd if youare into craft business you can establish longstanding business relations with the artisans of :erala. )eing set up by the>epartment of Tourism, the venture ensures brand protection to foreign entrepreneurs and local artisans.

The wide range of products displayed here is crafted with different raw materials ranging from less epensive natural options tomodern alloys. There are artifices designed with banana fibber, coir, bamboo, sand, coconut shells, husk, palm leaves, coconutleaves and screw pine. The Crafts >esign and Technology development centre at argaalaya provides training for craftsmen onthe latest techni*ues of production and encourages innovation in the traditional system.

argaalaya+ is a tourism initiative where the essence of responsible tourism and participative tourism has been e*ually blended.Most of the employees of this village belong to the local community and they are the main beneficiaries of this pro-ect. &t thesame time, it is a platform where cultural heritage of the state and region is reproduced, protected and handed over to the cominggeneration. Tourists, not only they en-oy the creativity and skills of varied artisans but also they get a chance to learn differentskills depending on their interest. !nvironmental and ecological values have been protected in the establishment and functioningof this tourism endeavour. ince argaalaya+ has been managed by a people+s cEoperative society, local communityrepresentatives are the integral part in the decision making process. 6hen all the above factors are linked one can easilyunderstand that argaalaya+ is a true eample for "esponsible and 5articipative Tourism model.

REFERENCES

/. 5rabhas C. inha /00F2, @lobal Tourism, ustainable Tourism and !cotourism4 Code of !thics, Charter, @uidelines,"esolutions, ) 5ublishersP >istributers 5vt. 'td, New >elhi

7. .#. omaya-i, M.Com election @rade 'ecture in Commerce 788B2, & tudy of ocial "esponsibility 5ractices;Thesis ubmitted for award of 5h> in )usiness &dministration , Mangalore %niversity, :arnataka

9. !conomic development through investment in tourism industry, <ahra 5ourkar-ou and osein =ousefi 78/92,&cademic ournal of "esearch in !conomics P Management, #ol. /, No. 7, Hctober, 0E/G

G. Community Involvement &nd 5articipation In Tourism >evelopment In Tanzania E & Case tudy Hf 'ocal CommunitiesIn )arabarani #illage, MTH 6& M)%, &"%&E T&N<&NI& , Muganda Michael 78802, & thesis submitted to the#ictoria %niversity of 6ellington.

F. http4DDwww.ukessays.comDessaysDtourismDhostEcommunityEattitudesEandEperceptionsEaboutEtourismEtourismEessay.php"etrieved on 78E87E/G

B. https4DDwww.keralatourism.orgDresponsibleEtourism.php "etrieved on 78E87E/G

1. http4DDwww.sargaalaya.comD "etrieved on 78E87E/G

J. http4DDwww.keralatourism.orgDiringalDirigal.-pg "etrieved on 78E87E/G

>9 http4DDwww.tourismecellence.com.auD@rowingE>estinationsD)enefitsEofETourism.html "etrieved on 78E87E/G

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http://www.ukessays.com/essays/tourism/host-community-attitudes-and-perceptions-about-tourism-tourism-essay.php

https://www.keralatourism.org/responsible-tourism.php

http://www.sargaalaya.com/

http://www.keralatourism.org/iringal/irigal.jpg

http://www.tourismexcellence.com.au/Growing-Destinations/Benefits-of-Tourism.html

http://www.ukessays.com/essays/tourism/host-community-attitudes-and-perceptions-about-tourism-tourism-essay.php

https://www.keralatourism.org/responsible-tourism.php

http://www.sargaalaya.com/

http://www.keralatourism.org/iringal/irigal.jpg

http://www.tourismexcellence.com.au/Growing-Destinations/Benefits-of-Tourism.html




A STUDY ON IMPACT OF SERICE SECTOR IN INDIAN ECONOMY

A. M. Ma"a!**! Ba("a%1 Dr. P. C"en,"' Redd%% M. #?ra$ K'$ar%6

ABSTRACT

!conomic development is essential for every, country, which represents the percapita income of the nation. The present population of the country is around /79 crores. In India, considerable @>5 is receiving from service sector i.e. FB.0R as per 78/7 statistics, and from &gricultural sector it is /1.BR and from industrial sector it is 7F.JR. It is evident that much @>5 isgenerating from ervice sector. It is not from 7888E78/7 it is from /0F8E78/7. The trend of the service sector is in everEincreasing stage. This paper eplains about what is the importance of service sector in Indian economy. In which areas theservice sector is showing high growth rate, and less growth rate, and also this paper concentrates, people dependent in servicesector and in &gricultural sector and in the industrial sector. The comparative analysis between developed economies like %,

%:, apan, &ustralia, and developing economies like India, China and others. This paper eplains about how our economy isdeveloping from /0F/E78/9.

KEY&ORDS

Ser2#,e Se,)*r- Ind#an E,*n*$- A5r#,'0)'ra0 Se,)*r- Ind'()r#a0 Se,)*r e),.

INTRODUCTION

There are three sectors in every economy they are /2 &gricultural sector 72 Industrial sector 92 ervice sector. In India hugeamount of @>5 has been generating from ervice sector which include F#nan,#a0 (er2#,e(- In('ran,e- Ed',a)#*n- Ma((

En)er)a#n$en) $ed#a- "*(#)a0#)- In+*r$a)#*n )e,"n*0*5- BPO B'(#ne(( Pr*,e(( O')(*'r,#n5<- S)*ra5e- are"*'(#n5-

Tran(*r)a)#*n- etc.., The mentioned areas are the service sector areas, from where economy has been generating. In India thetotal population around 1%6 Crores, in %71%Eyear statistics nearly 8.; is GDP is generating from service sector. !ven fromwellEdeveloped economies from 1813%717, the most of the situations economy has been generating from service sector. !ven

well developed economies like IN>I& and CIN& and Hther economies have been depending upon ervice sector. In earlystarting stages of the economy, most of the economies are e*ual priorities for manufacturing sector, when years are passing theeconomy slowly turned into towards service sector.

21"esearch cholar, #ikrama imhapuri %niversity, Nellore, India, mahaboob.articles?gmail.com

22&ssistant 5rofessor, #ikrama imhapuri %niversity, Nellore, India, drpcreddy.articles?gmail.com

23Teaching &ssistant, #ikrama imhapuri %niversity, Nellore, India, vikramvsu?gmail.com













In India information technology is in considerable state because, the @>5 generating from Information technology IT2 is high. Ithas been providing huge number of employment opportunities also. In India from Industrial sector, it is around %8.;- and from&gricultural sector, it is 1.;. In India the dependents in &gricultural sector is high as compared with service sector andindustrial sector. This could be the main reason why economy of the country still it is in developing status. If the dependents in&gricultural sector turns to either industrial sector or2 service sector, the 5ercapita income of the people would increase whichresults to improve the standard of living of the people. The @rowth rate in @>5 of every country is essential to avoid problemlike balance of payment. There are many government national and international reports will eplain about the Indian economy

from /0F/E78/7, how it is developing and in from which areas the economy of the country is depending. The developed anddeveloping nations economy is mainly depends up on service sector. %:, %, apan, )razil, India, China, and other economiesmainly depends on service sector.


&ccording to web results in India, there three sectors which plays prominent role to develop economy. &mong three sectors,service sector plays prominent role not only in India but also even in developed economies also. India+s huge @>5 derived fromservice sector nearly FB.0R as per 78/7 statistics .1Q &ccording to some analysis, in India the highest service sector growth can beseen in Metropolitan cities, like >elhi, and Chandigarh, and very less growth rate can be seen in &runachal 5radesh, andChhattisgarh. !ven in the :erala, the growth rate of service sector is also high. !ven compared with world economy the servicesector from India is in high growth. The eport from service sector to other countries is also high %Q.

&ccording to @overnment of India 5lanning Commission New >elhi March 788J, the growth rate of service sector is highespecially in service sector the growth rate of information technology has been growing very rapidly .6Q. &ccording to someanalytical framework service sector performance is high not only in developing economies it is also high in well developed

economies. The wellEdeveloped economies like US- UK- aan and BraJ#0 countries @>5 is mainly depends on the servicesector. !ven in IN>I& and CIN& the economy of the country is depends on service sector >Q.

&ccording to some research papers the service sector activities are Transports, torage, Telecommunication, hospitality, financialservices, banking, insurance, warehousing, and other allied activities are playing prominent role to develop economy from /0 th

century to 78th century 8Q.

OBJECTIVES OF STUDY

• To know the impact of service sector in India economy.

• To know the developmental areas in the service sector.

• To understand the economic conditions of the country.

• To analyze economy, and to provide suggestions to improve the eisted status of the economy.

STATEMENT OF PROBLEM

To know the impact of service sector in Indian economy; and to find out different areas where the service sector activities areincreasing.

RESULTS AND DISCUSSIONS

Gra"31

S*'r,e(: Hn the @rowth of the ervices ector4 Sa&ya P>a- an+ nura+ha Saha,Indian tatistical Institute E >elhi Centre Current #ersion4 Hctober 78//

In India also, there is a same trend, which developed economies are following, like %, %: and )razil. In India in the year of /0B8, the share contributed from ervice and manufacturing sector is almost same. The importance to service sector is graduallyincreasing from /0B8 to 78/8. 3rom the year of 78/7 it is mainly depends up on service sector. This is around B8R. There is aconsiderable factor which we have to understand the population of the India is around /79 crores, the dependents in agricultural







S*'r,e(: Compiled by authors from National Income &ccounts, Central tatistical Hrganization, Ministry of tatistics and5rogramme Implementation.

N*)e: The calculations are made on @>5 at constant prices, constant as /000E88 and 788GE8F.

3rom the above graph it is clearly depicts that from /0F/E78/8, the growth rate of service sector is gradually increased. Theservice sector which includes in India like Information technology, ospitality, )anking, !ducation, 3inancial services, Media and!ntertainment, )5H )usiness 5rocess Hut sourcecing2, 6are housing, Transport, storage these all are the different areas whereservice sector is playing a prominent role in India economy. This service sector has been providing employment opportunities tomany peoples, which helps to avoid unEemployment problems, which strengthen the economy by means of providing theemployment opportunities and by means of avoiding balance of payment problems, by eporting services to other countries. Inthe era of 7888 to 78/8 and 78/9, the service sector plays prominent role to develop economy. !ven in well developed economieslike % and %: and &5&N and countries @>5 and 5!"C&5IT& income mainly depends up on service sector. pecifically inIndia from /0F/E78/9, the service sector performance is high.

Gra"36

S*'r,e(: &uthor+s own calculation from National Income &ccounts, CH, MH5IN*)e: The calculations are made on @>5 at constant prices, constant as /000E88 and 788GE8F

3rom the above graph it is depicts that the service sector is depends on Trade, hotels and restaurants and Transport ,storage, andcommunication , financial services, Insurance, "eal estate, business services, Communitry, social and personal services, from theabove all Transports , torage and Communication services have been contributing more to service @>5 among all Hther service





providers. 3rom the year /0F8E78/8, the @>5 of the economy, specifically in service sector increasing in the areas of transports,torage and Communication. 3rom these areas, even employment opportunities also increased. In India, dependents in&gricultural sector are high, where as dependents in service and industrial sectors are lessS That is reason why though there is ahuge @>5 from service sector the dependents in service sector is less. That is reason why the percapita income of the people isless. This is the reference, which has been taken from authors own calculation in the reference article.

Gra"3>

S*'r,e(: Computed from CH >ata

N*)e(4 >ata in the case of @u-arat and Mizoram are from 78/8E//. hares at current prices, growth rate at constant 788GEF2 prices.

In India, the service sector and its growth rate is high in >elhi and Chandigarh where as &runachal 5radesh is list in thedevelopment of service sector. !ven in all states, the growth rate of service sector is high. !specially in the cosmopolitan city, likein >elhi and Chandigarh the development of service sector is 78.8R, which is high as per computed from CH data. This is theservice sector performance record from 78//E78/7. 6hereas &runachal 5radesh it is 98.8R and in Chhattisgarh it is around G8R.3rom the above graph it is depicts that the growth rate of service sector is gradually increasing.

Gra"38

S*'r,e(4 )ased on %N National &ccounts tatistics accessed on 7nd 3ebruary 78/9

3rom the above graph it is depicts that service @>5 of the India is high as compared with service @>5 of the world. The service@>5 of the India is around and above /8R, in the world service @>5, service @>5 of the India is in considerable manner. Theoverall @>5 of the country is around J.8R in the year of 78//. In the overall @>5 of the country, the service @>5 is inconsiderable status. 3rom the above graph it is depicts that even in the world economy. The service @>5 of India is in acceptable

position.)ut, the case is the population in India is around /79 Crores .Most of the people in India is depending up on &griculturalsector as very few is depending up on service sector. That is reason why the percapita income of the people would graduallydecrease.

Gra"38





S*'r,e(: Computed from 6TH data

3rom the above graph it is depicts that the service sector performance is high especially in the case of eport growth of commercial services. The eport growth of commercial services is increased as compared with world service sector. The eports

from India are gradually increasing in the years 7887E788J, the trend in service sector. )etween 7887E788J, the growth rate incommercial service eports is nearly, B8R. This eplains that the trend in service growth rate is increasing in India. In the worldservice eports, India is in considerable status. 6hen an eport of the country is gradually increased, the balance of payments

problem can be avoided. In India, the service sector plays prominent role to increase the @>5. 6henever the @>5 is increase, the5!"C&5IT& income of the people is also gradually increased. Most of the wellEdeveloped economies like % and %: and&5&N and other countries @>5 is mainly depends up on service sector.

FINDINGS

• Most of the economies are depending up on the service sector, which includes developing economies and developed

economies.

• In India most of the economy from past decades it is depending on service sector.

• In India, Information Technology IT2 also plays prominent role to improve the economy.

• In India, specifically service sector is very strong in certain areas.

RECOMMENDATIONS

• The dependents in ervice sector is less, whereas dependents in &gricultural sector and industrial sector is high that+s

reason why there should be human resource transformation from agricultural sector to service sector or Industrial sector.

• !conomy should be strengthening in all areas, not only in service sector but also &gricultural and industrial sector.

• !ven in service sector certain areas should be strengthen more, which facilitates to develop our economy.

SCOPE FOR FUTURE RESEARCH

The scope for future research is good it can be continued on agricultural sector and industrial sector. 6hat government can do todevelop agricultural sector and industrial sectorS The growth of the economy should be there in all areas, like industrial sector andagricultural sector and service sector. India is &gricultural dependent country the dependents should be there in agricultural sector.

CONCLUSIONS

Therefore, it can be conclude that most of the economies are depending on service sector, which enhances the economies of thecountry. The growth rate of the economy not only limited to service sector it should develop in &gricultural sector and Industrialsector. India is &gricultural based country most of the people in the economy are depending on agricultural sector. owever, thesituation is different huge amount of the @>5 is generating from service sector. Therefore, the dependents in &gricultural sector should transfer from agricultural sector to service sector and Industrial service to increase percapita income of the people.

REFERENCES

/. http4DDwikipediaDservicesector.com

7. http4DDindiabudget.nic.in


http://wikipedia/servicesector.com

http://indiabudget.nic.in/

http://wikipedia/servicesector.com

http://indiabudget.nic.in/




9. "eport of the igh 'evel @roup on ervices ectorE @overnment of India 5lanning Commission New >elhi March788J.

G. atya 5.>asz and &nuradha aha., Hn the @rowth of the ervices ectorEIndian tatistical Institute E >elhi CentreCurrent #ersion4 Hctober 78//.

F. @aurav Nayyar., The Nature of !mployment in India+s ervices ector4 !ploring the eterogeneityE>epartment of

!conomics >iscussion 5aper eriesEIN /G1/E8G0J

=====

FDI IN SERICE SECTOR AND ITS IMPACT ON ECONOMIC DEELOPMENT OF INDIA

A!"#("e? Par#?"%> Har("#?a Ga!!ad%8

ABSTRACT

The service sector has emerged as one of the largest and fastestEgrowing sector in the global economy in last few decades, providing larger share of employment and global output. Indian economy has also eperienced similar trend where serviceindustry has eperienced a growth rate of around JR since /008 and accounted for F1R of share in @>5 in 78/7. In addition,there has been a notifying shift of foreign direct investment 3>I2 away from the manufacturing sector towards the servicesector in India, which is very much visible in the growing share of services in total 3>I, which has now increased to 7/R)iznews 78/72.

owever, in spite of the growing internationalization of services, there eists very limited literature on the conceptual

framework for 3>I in services and its implications in India. The main ob-ective of this paper is to identify some of theconceptual issues and provide a selective review of both theoretical and empirical studies on these issues.

ome of the conceptual issues identified with respect to 3>I in service are4 the differences between 3>I in services and 3>I in

24'ecturer, >epartment of Management, hrinath-i Institute of )iotechnology and Management, "a-asthan, India,

abhishekparikhAiss81?rediffmail.com

25'ecturer, >epartment of Commerce, College of Commerce, >evi &hilya #ishva #idhyalaya, Madhya 5radesh, India,

harshikagabbad?gmail.com

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.J8 5 a g e










goods P the relevance of the Ktheory of 3>IL for eplaining the important determinants of 3>I in services. 3urther, some of the theoretical models and empirical studies are reviewed that eamine the impact of 3>I in services in India.

Through this paper, an attempt is made to understand the determinants of 3>I in service sector globally and understanding3>I trend in India since 788J and highlight future areas of research.

KEY&ORDS

FDI- Ser2#,e Se,)*r- De)er$#nan) *+ Ser2#,e Se,)*r- Man'+a,)'r#n5 Se,)*r e),.

INTRODUCTION

India has been eperiencing rapid change in 3oreign >irect Investment trend in past decades. 3>I has been growing at faster ratethan local output and trade for over more than a decade. This has given rise to a number of theoretical and empirical studies thathave investigated its determinants and impact on India. owever, there is an important lacuna in the literature of 3>I in servicesector as 3>I is increasingly shifting towards service sector, which has eperienced more than 78R of 3>I inflow.

In India, like many other countries, service sector now accounts for a larger share of inbound and outbound 3>I stock comparedto its data two decades back. !ven though the share of services in India+s total 3>I inflow has fallen from 71R in 7881 to near about /GR in 78/7 see figure2, it still holds the highest contribution in overall inflow of 3>I to the country. The newlyindustrialized economies of the &siaE5acific region, on the other hand, have shown different trend where the share hasincreased in service sector and the member tates of the &ssociation of outheast &sian Nations &!&N2 have led the way.

Trade in services via the commercial presence 3>I2, that is Mode 9 of the @eneral &greement on Trade in ervices @&T2 isnow almost F8 per cent of total trade in services.

The rapidly growing internationalization of services and the lack of corresponding literature have led to much doubt in the mindsof policymakers in India visE_Evis allowing 3>I in services. This in turn has led to limited commitments under Mode 9 in the@&T negotiations. To date, little progress has been made under this mode of trade by the developing countries. In this contet,the main ob-ective of this paper is to identify and eamine some of the conceptual issues with respect to 3>I in services and

provide a selective review of both theoretical and empirical studies on these issues with reference to policy making on 3>I inIndia. 5olicy implications that emerge for India from this literature are then discussed and future areas of research are highlighted.

Hi()ri!al )r"n# , FDI in In#ia

The ervice ector has played a dominant role in the Indian !conomy with a F1.9 per cent share in the @>5 and a growth of /8./ percent in 7880E/8 !conomic urvey 78/8E78//, ")I2. 3oreign >irect Investment 3>I2 has played a key role in thegrowth of service sector in India. 6ith the market reforms initiated in /00/, India gradually opened up its economy to 3>I in awide range of sectors. The KlicenceEra-L system was dismantled in almost all the industries. The 3>I inflow between 788/ and78/7 had increased by a staggering 9G8G/ million dollars. 3>I was also encouraged in service sector, which was once completelyoffElimits for foreign e*uity. & substantial part of the 3>I has gone into the service sector. The reserve bank of India set up anautomatic approval system, which allowed investments in slabs of F8, F/ or 1GR depending on the priority of the industry, asdefined by the government. The foreign investment limits were slowly raised and some sectors saw the limits raised to /88R. Thereforms thus led to a gradual increase in 3>I in India. Table / shows the 3>I flow to India in ma-or sectors from 7888 to 78/7. &sis *uite visible from the table, 3>I shares highest percentage of inflow for service sector on a consistent basis. The economic roleof 3>I is increasingly becoming significant in the Indian economy with the transition of 3>I policy from a restrictive

phase of seventies and early eighties to a relatively liberal phase of nineties.

WHAT ARE THE DETERMINANTS OF FDI IN SERVICES@

Most of the studies in service sector are chiefly undertaken for some of the prominent producer services, for eample banking andinsurance. The determinants of 3>I in services that are identified in the literature can be categorized as follows4

Mar.") Si:"

Market size is found to be the most important determinant of inward 3>I in goods by most of the studies. & number of studieshave tried to estimate the impact of the host country market size on the inflow of 3>I in services and have arrived at miedresults. It is found to be a significant determinant for transnational banks, international advertising agencies and transnationalinsurance firms %NCTC, /0J8; %NCTC, /007; and chroath and :orth, /0J02.It can be derived that although market size is animportant determinant for 3>I in services; its importance is lower than for 3>I in goods.

Hm" C$n)r' B$(in"(( Pr"("n!" ? L!al C$()m"r Ba("

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-.J/ 5 a g e




ome studies have found that local business presence is one of the most important determinants for 3>I in services as it has directimpact on the number of informed customers in that country, who thus create more demand for these services. 3>I stock hasgenerally been used as an indicator of home business presence in the host countries. !mpirical studies in international bankingand advertising %NCTC, /0092 have observed this followEtheEclient motive. "aff and "uhr 788/2 also find this to be true for 3>I in producer services.

H() G+"rnm"n) Pli!i"( ? Op"nn"((

imilar to 3>I in goods, the Krule of lawL is the ma-or barrier to 3>I in services. Categorical refusal to permit 3>I in selectedservices still eists in many countries. owever, post @&T, many countries, mainly developing countries, are now changing their

policies and allowing 3>I into selected service sectors although restrictions on the etent of foreign ownership still eist.&ccording to studies by %NCTC /0JJ2, one of the most important determinants of the location of 3>I in services aregovernment policies and regulations. ome of the studies %NCTC, /0072 have constructed an openness inde on the sub-ectiveevaluation of degrees of government controls and impediments, for eample controls of entry, establishment and ownership of 3>I, and estimated the impact of the inde on inward 3>I in the service industry and find that it has a significant impact oninward 3>I in services.

C$l)$ral Di()an!"

The various host countries have different cultures, tastes and needs, thus 3>I in services needs to be adapted to the tastes of localcustomers. In this respect, cultural distance is also found to be an important determinant of 3>I in services ofstede, /0J8;%NCTC, /0092.

Cmp")i)i+" A#+an)ag"(

The competitive advantages of service firms have been elaborated in terms of ownership, location and internalizationadvantages by >unning /0J02. &s international competition in services grow, competitive advantages become increasinglyimportant determinant of 3>I in services. owever, competitive advantages in services are difficult to measure and transfer,especially if they are culturally and institutionally embedded. & country+s competitive advantage in a particular sector isrevealed by either higher eports from that sector or outbound 3>I from that sector. ince the service sector is characterized bylocation boundedness and a varying degree of tradability, outbound 3>I in services has been used by studies to an estimate theimpact of competitive advantage auvant, /0JB2. %NCTC /0092 estimates an international competitiveness inde ICI2 thatcombines )alassa+s /0012 revealed comparative advantage and the intraEindustry 3>I. It is found that 3>I in services is

positively affected by the internat ional competitiveness of the home country+s service industry. owever, when the impactof ICI is estimated for different services, it is found that it is not a significant determinant in the case of tradeErelated servicesand business services. It has some effect on financeErelated services.

Tra#a*ili)' , S"r+i!"(

The fact that services are largely intangible and nonEstorable implies that the international transaction in services can occur mainly by inward 3>I or by an indigenous firm producing under a licensing arrangement with foreign transnational corporation.owever, the tradability of services has improved considerably with the advances made by information technologies auvant,/0JB and /0082. This has led to an emergence of networkEbased trade. Thus, the location boundedness of 3>I has reduced. Thehigher the tradability of services is, the lower will be the chances of providing services through the 3>I route. %NCTC/0092 measures the tradability of services by the ratio of eport sales over total foreign sales in a service industry and findsthat it has a negative impact on 3>I in services.

Gl*al Oligpli()i! R"a!)in

Hligopolistic reactions occur when firms are mutually interdependent. 3>I in manufacturing have been found to follow boththeir domestic and international competitors in setting up their units in the host countries as a defensive strategy. Terpstra and =u

/0JJ2 test this for 3>I in the advertising industry in the %nited tates and find that such an oligopolist strategy does eplain 3>Iin this service industry. This implies that 3>I in services also needs to compete based on a global strategy.

Firm Si:"

International epansion is one of the ma-or growth strategies of the firm. 'arger firms are more likely to become transnationalthan smaller firms. &s in the manufacturing of goods, firm size also has been found to be a significant factor in the international

behaviour of several service industries such as banking and advertising. 6ith respect to the determinants of 3>I in services, weobserve that the determinants that are found to be significant for 3>I in goods are also found to be significant for 3>I inservices. owever, the importance of the determinants differs. ome of the most important determinants for 3>I in services aregovernment regulations and policies, cultural distance and the tradability of services. 3or 3>I in goods, the most importantdeterminants are market size, barriers to trade and cost differentials in production. The above analysis of the determinants of 3>I





in services further strengthens the need for a separate theory for 3>I in services that would be able to incorporate the distinctcharacteristics of services and eplain the crossEcountry pattern of 3>I in services.

FDI an# GDP A Cmpara)i+" S)$#'

Ta!0e31: Ann'a0 In+0* *+ FDI #n Ind#a

=!&" 3>I &mount In million %\2 =!&" 3>I &mount In million %\27888E8/ 7GB9 788BE81 /7G07

788/E87 G8BF 7881E8J 7GF1F

7887E89 718F 788JE80 9/90B

7889E8G 7/JJ 7880E/8 7FJ9G

788GE8F 97/0 78/8E// /0G71

788FE8B FFG8 78//E/7 9BF8G


Ta!0e3%: Se,)*r &#(e In+0* *+ FDI and Per,en)a5e C*n)r#!')#*n *+ )*)a0 FDI a( *+ %71%

. No.

ector

&mount of 3>I Inflows

R agewith total

In "s crore2 In %\ million2 3>I Inflows Z2

/ ervices ector /GF,1BG./G 97,9F8.B0 /0

7 Telecommunications F1,811.07 /7,FF7./0 1.91

9 Construction &ctivities F7,7F7.J0 //,G97.JG B.1/

G Computer oftware P ardware F8,//1.JB //,78F./G B.FJ

Fousing P "eal !state Including Cineple, Multiple, Integrated Townships P Commercial Complees !tc.2

G0,1/B.10 //,//7.0/ B.F9

B Chemicals G1,089.J8 0,JG9.0F F.1J

1 >rugs P 5harmaceuticals G7,JBJ.8G 0,/0G.1/ F.G

J 5ower 99,7/G.89 1,70J.FG G.70

0 &utomobile Industry 98,1JF.G1 B,1F1.FF 9.01

/8 Metallurgical Industries 7B,09B.// B,8G8.JF 9.FF

// otel P Tourism /F,GJ9./0 9,917.78 /.0J

/7 5etroleum P Natural @as /G,B//.JG 9,99J.1F /.0B

/9 Trading /F,8J8.BF 9,9/B.BG /.0F

/G !lectrical !*uipments /9,B8B.JG 7,0JB.J9 /.1F

/F Information P )roadcasting Including 5rint Media2 /9,710.J7 7,JJ8./B /.B0

/B Cement &nd @ypsum 5roducts //,1//.G7 7,B/G.8F /.FG

/1 Miscellaneous Mechanical P !ngineering Industries /8,899./9 7,770.7B /.9/

/J Consultancy ervices J,0/9.81 /,0F7.J/ /./F

/0 Industrial Machinery J,7FB.89 /,10J.97 /.8B

78 5orts B,1/1.9J /,B9F.8J 8.0B

7/ NonEConventional !nergy B,09B.F8 /,GJG.18 8.J1

77 &griculture ervices B,07/.J9 /,GG1.77 8.JF

79 3ood 5rocessing Industries B,GJ1.19 /,G80.B8 8.J9

7G ospital P >iagnostic Centres B,8G8.J1 /,9G8.G1 8.10

7F !lectronics F,7F0.9/ /,/F0.0J 8.BJ

7B ea Transport F,/9J.1B /,/70.JJ 8.BB

71 Tetiles Including >yed,5rinted2 F,/79.18 /,/77./1 8.BB

7J 3ermentation Industries G,F8B.FJ /,871.G7 8.B

70 Mining G,8FG.B9 0G8.G/ 8.FF

98 5aper &nd 5ulp Including 5aper 5roducts2 G,87J.G9 JB8.GF 8.F/

9/ 5rime Mover Hther Than !lectrical @enerators2 9,/7B.97 BBG.8J 8.90

97 Machine Tools 7,G8B.1G F7/.B 8.9/

99 Medical &nd urgical &ppliances 7,GF1.JB F7/.GF 8.9/

9G !ducation 7,G8B.19 F/7./F 8.9

9F Ceramics 7,/1/.JG F89.10 8.9

9B "ubber @oods 7,98G.F0 G08.JJ 8.70

91 oaps, Cosmetics P Toilet 5reparations 7,7G8.GJ G17.97 8.7J

9J &ir Transport Including &ir 3reight2 /,09F.F7 G99.G7 8.7F

90 >iamond,@old Hrnaments /,F7G.91 99J./F 8.7





G8 #egetable Hils &nd #anaspati /,988.11 71B.FB 8./B

G/ 5rinting of )ooks Including 'itho 5rinting Industry2 /,/10.97 7F1.01 8./F

G7 3ertilizers /,/0B.1J 7FF.9F 8./F

G9 "ailway "elated Components /,8JB.9/ 7G8.GJ 8./G

GG Commercial, Hffice P ousehold !*uipments /,8G0.F7 798.G0 8./G

GF &gricultural Machinery 081.// 78/.87 8./7

GB @lass J7G.7J /10.07 8.//

G1 !arthEMoving Machinery 1G/.7J /B0.JF 8./GJ Tea &nd Coffee 5rocessing P 6arehousing Coffee P "ubber2 GFG.FF /88.0G 8.8B

G0 5hotographic "aw 3ilm &nd 5aper 7B0.7B BB.FG 8.8G

F8 Industrial Instruments 98G.7B BF.0F 8.8G

F/ 'eather, 'eather @oods and 5ickers 719.FJ B8.19 8.8G

F7 Timber 5roducts 7G9.8G G0.0J 8.89

F9 "etail Trading ingle )rand2 78G.81 GG.GF 8.89

FG )oilers &nd team @enerating 5lants 78/.JB G/.11 8.87

FF ugar /1G.BG 90.FB 8.87

FB Coal 5roduction /89.// 7G.1J 8.8/

F1 cientific Instruments 0B.1J 7/.7/ 8.8/

FJ >yeEtuffs J1.97 /0.F 8.8/

F0 @lue &nd @elatin 18.FB /G.FF 8.8/

B8 >efence Industries /1.BJ 9.17 8

B/ Coir 0.FB 7.87 8B7 Mathematical,urveying &nd >rawing Instruments F.8F /.71 8

B9 Miscellaneous Industries 9G,7B0.8/ 1,B79.F9 G.GF


&s it is very much clear from the above table, India has witnessed healthy inflow of foreign investment since 788/. This hashelped the country to build a healthy 3H"!Y reserve for its country and control its trade deficit. ervice sector has played a veryimportant role in attracting this attractive inflow of 3>I for more than a decade now. &s of 3=78/7, service sector wascontributing nearly /0R of total 3>I inflow in country. Trade policy implemented by the government has boosted the inflow inervice industry, which has generated employment and increased income level thereby increasing living standard of the country.In another study, it has been found out that software industry has been contributing to the development of income level andthereby controlling over trade deficit of India. Indian software service sector has been eposed to 3H"!Y market because of itseport nature and if India can appreciate its currency to a much stronger level than what it is at present then these software firmswould be able to compete at international level and generate more revenue.

The following table gives information about 3>I and @>5 at factor cost2. It has been observed that during the period 788/E7880India+s @>5 has grown by around JJR whereas its 3>I inflow has grown by around F11R. There have been many factorscontributing to this eceptional growth of 3>I in India like vast uneplored and niche domestic market, growing spendingcapacity of Indian working class, low technical advancement of Indian firms etc.

Ta!0e36: GDP and FDI Gr*)"

=ear 3>I Crores2 @>5 at factor cost2in crores2

7888E8/ /7BGF /07F8/1

788/E87 /09B/ 780117B

7887E89 /G097 77B/G/F

7889E8G /7//1 7F9J/1/

788GE8F /1/9J 7J1118B

788FE8B 7GB/9 971FB18

788BE81 18B98 91088B9

7881E8J 0JBBG G989BFG

788JE80 JF188 9B9FG0B


3urther, after analyzing individual sectors of Indian economy it has been observed that like many other developing countries,Indian service sector too is contributing high in terms of 3>I inflow nearly 71R post 788J2. The eposure to global financialcrises in 788J had put some break on the accelerator but last few financial years have regained the momentum. The percentageinflow in service sector has shown a decreasing trend, which can be a reflection of movement of service sector towards maturity.

Ta!0e3>: Se,)*r &#(e In+0* *+ FDI and Per,en)a5e C*n)r#!')#*n *+ T*)a0 FDI (#n,e %77

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ector

7 8 8 1 E 8 J

7 8 8 J E 8 0

7 8 8 0 E / 8

7 8 / 8 E / /

7 8 / / E / 7 Cumulative

Inflow7881E/82

Cumulative Inflow

7888E/72

Rage ofTotal Inflows

7881E/82

Rage of Total Inflows

7888E/72

ervice ector 7BFJ0 7JG// /00GF /F8F9 7GBFB //GBFG /GF1GB 71.78R 71./BR

Computer oftwareand ardware

FB79 1970 G/71 9FF/ 9J8G 7GG9G F8//J F.J8R 0.9GR

Telecommunication F/89 //171 /7718 1FG7 08/7 GFBFG F181J /8.J9R /8.BGRousing and"eal !state

J1G0 /7B7/ /G871 FB88 9GG9 GGGG8 G01/1 /8.FGR 0.7BR

Construction&ctivities

B0J0 J107 /9GB0 G010 /9B17 G108/ F77F9 //.9BR 0.1GR

5ower 9J1F G9J7 B/9J F10B 1B1J 71JB0 997/G B.B/R B./0R

&utomobileIndustry

7B01 F7/7 FJ09 FJBG G9G1 7G8/9 981JF F.18R F.1GR

MetallurgicalIndustry

GBJB G/F1 /000 F879 J9GJ 7G7/9 7B0B9 F.1GR F.87R

5etroleum and Natural @as

F170 /09/ /88B 0B/ /GB8F 7G797 G7JBJ F.1FR 1.00R

Chemicals 078 9G71 /17B /J/7 9B771 GG//7 G108G /8.GBR J.09R


&s it is very clear from the above table that post 788J era has found service sector as the best sector in terms of Rage inflowaround 71R for 7881E/8 period2. Computer software and hardware sector has shown good growth during the period and hascontributed to growth of India+s service sector.

CONCLUSIONS

:eeping in mind the humble beginning of India and the stage at which it is right now goes to show how much potential is presentin this country and if the Indian government works on the determinants of 3>I in service sector and other areas for improvementmentioned above and continues to support and assist the encouragement of 3>I into India, there is no stopping India into

becoming the number one destination for 3>I in the world, far beyond China.

REFERENCES

/. CI& 6orld 3actbook 788F, http4DDwww.cia.govDciaDpublicationsDfactbookDinde.html

7. %NCT&>, 3>I >atabase HnE'ine, http4DDstats.unctad.orgDfdiDengD"eport3oldersD"fviewD!plorerp.aspSCAreferer X

9. )alassa, )ela, /011. K"evealed comparative advantage revisited4 an analysis of relative eport shares of the industria lcountries, /0F9E/01/L, Manchester chool of !conomic and ocial tudies, vol. GF, No. 7, pp. 971E9GG.

G. )anga, "ashmi and ). N. @oldar, 788G. KContribution of services to output growth productivity in Indianmanufacturing4 pre and post reformsL, IC"I!" 6orking 5aper, No. /90, &ugust.

F. )hagwati, agdish N., /0JG. Kplintering and disembodiment of services and developing nationsL, The 6orld!conomy, vol. 1, No. 7, pp. /99E/G9, une.

B. )rown, >.:., &.#. >eardorff and ".M. tern, 7889. KMultilateral, regional and bilateral trade policy options for the%nited tates and apanL, The 6orld !conomy, vol. 7B, No. B, pp. J89EJ7J, une.

1. )uch, Claudia M., 7888. K6hy do banks go abroadS !vidence from @erman dataL, 3inancial Markets, Institutions P

Instruments, vol. 0, No. /, pp. 99EB1

9 Chanda "., 7888. Impact of Trade 'iberalization on 3oreign >irect investment in 5roducer ervices, 6orking 5aper No. /89 )angalore, Indian Institute of Management2, eptember.

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http://www.cia.gov/cia/publications/factbook/index.html


http://stats.unctad.org/fdi/eng/ReportFolders/Rfview/Explorerp.asp?CS_referer







CSR IN SCHOOL BASED MANAGEMENT SBM<

Dr. . Ba0a,"andran%

ABSTRACT

Corporate ocial "esponsibility C"2 has attracted increasing 3ashionable recently. C" refers to corporations voluntarilyassuming the responsibilities for the impacts of all aspects of their business activities overall society and the !nvironment. Thecorporations, through C", try to help the society through development 5ro-ects towards betterment of the standard of life.

choolEbased management )M2 is a strategy to improve education by transferring significant decisionEmaking authorityfrom tate and district offices to individual schools. )M provides principals, teachers, students, and parents greater controlover the education process by giving them responsibility for decisions about the budget, personnel, and the curriculum.Through the involvement of teachers, parents, and other community members in these key decisions, )M can create moreeffective learning environments for children. chool districts and the schools within them should involve stakeholders at alllevels in forming the vision, and then in giving it substance at the local level. uperintendents and principals will play a keyrole in making this happen. In other words, schoolEbased management is not only value added but also value created in thenew millennium. It is hoped that new schoolEbased management can support each student to become a contetualized multipleintelligence citizen who will be engaged in lifelong learning and will creatively contribute to building up a multiple

265rofessor Corporate ecretaryship2, chool of Management, &lagappa %niveristy, Tamil Nadu, India, drvbchand?gmail.com

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intelligence society and a multiple intelligence global village. The various schemes of )M also discussed in this paper. Thisarticle points out that the new schoolEbased management should aim not only to improve internal school process but also tocreate new educational goals and enhance the relevance of education to the future through triplization.

KEY&ORDS

CSR- S,"**0 Ba(ed Mana5e$en)- S)'den)(- S)a)e and D#()r#,) O++#,e(- S*,#e)- Mana5e$en) e),.

INTRODUCTION

ince the introduction of chool )ased Management )M2 in /001, there have been three reviews, covering the effectiveness of )M up to/000, school funding trends between /00B and /00J, and the roles and responsibilities of principals in school resourcemanagement undertaken in 7887. These reviews pointed to the need for improved financial and operational planning; improvedfinancial reporting and accountability measures such as performance indicators; and greater emphasis on training and support,especially for new principals and those taking up new appointments. )M increased the opportunities for greater local communityinvolvement to a significant etent. 6hat was clear was that the principals+ approach to )M determined, to a considerableetent, the etent of involvement of both the community and teachers in school based decisionEmaking. The nature and durationof appointments to school boards, as well as the limited availability of parents, may also influence the level of communityinvolvement.

The transition to )M entails largeEscale change in educational organizations. uccessful decentralization re*uires that systemsand processes be redesigned so that power, knowledge, and information accrue at the operating levels of the school, and so that

rewards are contingent on performance and contribution. New recruitment practices are needed to attract people who will thriveon the challenge of working in a decentralized setting; development practices must be altered and greatly supplemented to ensurethat participants have needed competencies. The transformation eventually involves all organizational components, includingstrategy, structure, technology, processes, rewards and other human resources systems. &ll of these components need to fit withthe new way of managing and with each other. 'argeEscale change is threatening to the people involved, because it entails newroles and responsibilities and because it challenges traditional assumptions and values. The change process has to be carefullymanaged. 'argeEscale change such as a transition to )M is such a disruption of the status *uo of an organization that it will not

be successful unless a compelling case is made for it. >istricts embarking on )M should be very clear about the need for changeand the ultimate purpose of the change process.

In the private sector, need is clearly established by the market placeEEby the changes that are re*uired to successfully compete andto meet the demands of customers. chool districts will have to make a case for the need for change based on gaps in the schools(abilities to meet demands being placed on them and to provide educational services needed by their communities. %nderstandingthe need for change is the first step in a transition. aving a vision of what the change entails and what it is trying to accomplish isthe net. This includes defining high performance in a manner that can be agreed to by the various stakeholders who become

partners in the effort. &n eplicit focus on educational outcomes frames the change to )M in a way that replaces issues of whogains and who loses power. >eveloping a shared vision of the organization links people together and provides goals and criteriafor change activities and ongoing decisions. chool districts and the schools within them should involve stakeholders at all levelsin forming the vision, and then in giving it substance at the local level. uperintendents and principals will play a key role inmaking this happen.

OBJECTIVES OF STUDY

The stated ob-ectives of chool )ased Management )M2 are4

• To improve educational outcomes for students through increasing the range of decisionEmaking and resource

management at the school level.

• To provide the opportunity for local decisionEmaking.

• To elucidate school board policies and other beneficiaries schemes cholarship2.• To provide for the efficient delivery of services to the school community with a minimum of administrative overheads

and an emphasis on Community controls; and provides the opportunity for local decisionEmaking.

• To pay particular attention to identify the scope for further supporting schools to enhance the efficiency and

effectiveness of service delivery.

NEW VISION OF SCHOOL1BASED MANAGEMENT 2SBM3

>ecentralization, school autonomy, siteEbased decisionEmaking, and fleible use of resources themselves are the means but not thefinal aims of schoolEbased management. The paradigm shift in education inevitably re*uests the ongoing schoolEbasedmanagement efforts to have a new vision in the new millennium, in addition to the eisting targets at improvement of internalschool process. The development of the society should be multiple towards a multiple intelligence MI2 society. The )M should





have a new vision to provide a learning environment for developing students as a MI citizen who will creatively contribute to theformation of a MI society and a MI global village with multiple developments in technological, economic, social, political,cultural, and learning aspects. Therefore, the new vision of )M is to facilitate paradigm shift from the &ra+'&'onal -'&e"boun+e+ e+uca&'on towards the ne &r'*l'a&'on e+uca&'on and to provide a triplized i.e. globalized, localized, and individualized2 learningenvironment, with the support of information technology and various types of local and global networking, for developingstudents+ triplized self learning ability and their multiple intelligence.

IMPLEMENTATION FOR EDUCATIONAL OUTCOMES OF SBM

3rom the beginning, the school board and superintendent must be supportive of schoolEbased management. They must trust the principals and councils to determine how to implement the district(s goals at the individual schools. It is important to have awritten agreement that specifies the roles and responsibilities of the school board, superintendent and district office, principal, and)M council. The agreement should eplicitly state the standards against which each school will be held accountable. ames@uthrie /0JB2 states that each school should produce an annual performance and planning report covering Qhow well the schoolis meeting its goals, how it deploys its resources, and what plans it has for the future.Q

Training in such areas as decisionEmaking, problem solving, and group dynamics is necessary for all participating staff andcommunity members, especially in the early years of implementation. To meet the new challenges of the -ob, principals may needadditional training in leadership skills. undreds of school districts across the country have eperimented with aspects of )M,including the following4

• C"err Cree?- C*0*rad*: This district, located near >enver, has refined its schoolEbased management system over a

number of years. Individual schools perform many duties that traditionally fell within the domain of the central office.Commitment, trust, and a sense of ownership are cornerstones of the system at Cherry Creek.

• P*r)0and- Ore5*n: & QhybridQ form of siteEbased management is in operation in this district. &lthough both budget

authority and personnel selection are decentralized, the district has adopted a basal tet for each sub-ect but allowsindividual schools to retain control over teaching methodology and selection of supplementary instructional materials.

• Mar)#n C*'n)- F0*r#da: In this district, individual schools have nearEcomplete autonomy; food service is the only area

that is centralized. &fter soliciting ideas from teachers, staff, and advisory groups, principals make final decisions about budget, curriculum, and personnel.

ROLES OF THE SCHOOL BOARD0 SUPERINTENDENT AND DISTRICT OFFICE

The (,"**0 !*ard continues to establish a clear and unifying vision and to set broad policies for the district and the schools. )M

does not change the legal governance system of schools, and school boards do not give up authority by sharing authority&&&DN&!5DN&5, /0JJ2. The board(s role changes little in a conversion to )M. !ach school determines how to spend thelump sum allocated by the district in such areas as personnel, e*uipment, supplies, and maintenance.

The ('er#n)enden) and "#( *r "er d#()r#,) *++#,e ()a++ facilitate the decisions made at the school level, and provide technicalassistance when a school has difficulty translating the district(s vision into highE*uality programs. >eveloping student and staff

performance standards and evaluating the schools are also the responsibility of the district staff.The d#()r#,) *++#,e will generally continue to recruit potential employees, screen -ob applicants, and maintain information on*ualified applicants from which the schools fill their vacancies. The district office may also specify curricular goals, ob-ectives,and epected outcomes while leaving it up to the schools to determine the methods for producing the desired results. omedistricts leave the choice of instructional materials to the schools, whereas others may re*uire schools to use common tets. Insome districts, surplus funds can be carried over to the net year or be shifted to a program that needs more funds; in this way,longErange planning and efficiency are encouraged. Most districts create school management councils at each school that includethe principal, representatives of parents and teachers, and, in some cases, other citizens, support staff, andEEat the secondary levelEEstudents. The council conducts a needs assessment and develops a plan of action that includes statements of goals and measurable

ob-ectives, consistent with school board policies. In some districts, the management council makes most schoolElevel decisions. Inother districts, the council advises the principal, who then makes the decisions. In both cases, the principal has a large role in thedecisionEmaking process, either as part of a team or as the final decision maker.

INTERNATIONAL ADVANTAGES FOR SBM

&ccording to the &merican &ssociation of chool &dministrators &&&2, the National &ssociation of !lementary chool5rincipals N&!52, the National &ssociation of econdary chool 5rincipals N&52, and other sources, choolE )asedManagement can4

• &llow competent individuals in the schools to make decisions that will improve learning;

• @ive the entire school community a voice in key decisions;

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the Technical #ocational !ducation Training T#!T2 sector being run at the Mauritius Institute of Training and >evelopmentMIT>2. To benefit from this scheme, students should be attending or be admitted in fullEtime undergraduate courses at postsecondary institutions in Mauritius, recognized by the Tertiary !ducation Commission T!C2 or be attending D admitted in a fullEtime award course at the Mauritius Institute of Training and >evelopment MIT>2. cholarships are awarded to meritoriousstudents who come from a family with a household income not eceeding "s /F,888 per month. In order to support measures toeradicate absolute poverty in Mauritius, special consideration will be given to meritorious students who come from a family witha household income not eceeding "s B,788 per month and registered either at the National !mpowerment 3oundation or at the

ocial "egister of Mauritius.

Can#i#a)"( Wi(&ing ) Appl' ,r S!&lar(&ip M$()

• )e citizens and residents of the "epublic of Mauritius,

• Meet the minimum entry re*uirements of the course proposed e.g. a good C or e*uivalent for degree courses2,

• Come from a family whose household income does not eceed "s /F,888 monthly,

• NHT be children of )M employees,

• NHT have benefited from any other scholarship for the same course D programme,

• )e aged less than 7F.

In addition, students from "odriguez Island and disabled students are also eligible for this cholarship cheme. 6e highlyencourage students from these groups to apply.

F*r #)( )"#rd ed#)#*n #n %71% , )M has provided 9FB scholarships E /7F scholarships for the Tertiary sector and 79/ scholarshipsfor the Technical #ocational !ducation Training T#!T2 sector.

F*r #)( +*'r)" ed#)#*n #n %716, )M has announced around G88 scholarships around /B8 scholarships for the Tertiary sector andanother 7G8 scholarships for the Technical #ocational !ducation Training T#!T2 sector. )M is currently inviting students toapply for the )M cholarship cheme until 98 &ugust 78/9.

F#5're3%


2II3 S!ial H$(ing

Hne of the three @overnment defined priority areas as per the new C" legislation is ocial ousing.

T"e *!je,)#2e *+ )"#( S*,#a0 H*'(#n5 S,"e$e #( a( +*00*(:

• To provide a decent housing unit to vulnerable families across the island,

•

To upgrade from the traditional CI housing unit to a concrete cum CI or full concrete housing unit,• To bring the contribution of C" 3und along with the N!3 to build houses for some 188 beneficiaries across the island

who are owner of land.

This pro-ect is a -oint initiative with the National !mpowerment 3oundation N!32 and is much more than only a ocial ousing pro-ect as the real ob-ective is to empower those lower down the ladder to get out of poverty. 3or eample, beneficiaries arere*uired to enter into a social contract with the N!3 where they agree to follow any training being provided, to attend work when

being referred and to commit to send their children if any2 to school, amongst others. The construction cost is being split betweenthe N!3 and the )M with a token contribution from the beneficiary provided as a loan by the N!3. In case the beneficiary doesnot respect the social contract of the N!3, heDshe will have to reimburse this token amount at a penalty rate.

T&" *a(i! !ri)"ria ,r )&" &$(ing (!&"m"0 a( #",in"# *' )&" NEF0 ar" a( ,ll-(=





• Monthly household income ecluding social aid not eceeding "s F888,

• hould either4

• )e owner of land on which the proposed house can be accommodated, or

• )e holder of a lease from the tate.

• Hbtain permission from parents 3ather, Mother, @randfather, and @randmother2 who should be owner of the

land to be made available for the construction.

)M is planning to support the N!3 in the construction of 788 such houses for families with household income less than "sF,888 per month2 spread geographically across the island.

2III3 W"l,ar" , C&il#r"n ,rm V$ln"ra*l" Gr$p(

F#5're36


pecialists agree that the first years are the most important for the development of children. In addition, children are alsoconsidered to be vulnerable and need protection and support to grow into adulthood.

)M, fully conscious of this fact, has always provided a special attention to the welfare of children from vulnerable groups. ince788J, )M is the official partner of &)&IM, a wellEknown organization for their contribution to music and culture. This N@Hsupports the society, mostly disabled persons and children in need of Cit` )arkly and neighbouring regions of )eau )assin,through the promotion of our cultural heritage and the advancement of our !*uality P >iversity ob-ectives. 3ounded in /0J7,&)&IM is involved in musical, leisure P sports activities and educational support, as well as a aturday Care pro-ect, which

consists of around /88 children aged between G and /1 years residing at Cit` )arkly and its vicinity.

The association is regularly solicited by other organizations to share best practices in terms of services provided to children.Through our partnership, the musical workshop has been upgraded and additional musical instruments purchased. In addition, wehave been supporting the aturday Care pro-ect which provides a nonEconventional type of education to the children, fosteringac*uisition on skills through music, arts, culture and sports, as well as preventing the youngsters to fall into the trap of social ills.

2IV3 Era#i!a)in , A*(l$)" P+"r)' 2EAP3

F#5're3>






The !radication of &bsolute 5overty 5rogramme has been set up with the mandate of addressing the problem of absolute povertyhousehold income less than "s F,888 per month2 affecting the lives of around 1888 households 1/F1 families in 770 pockets of

poverty, regrouped in B0 clusters with around /88 families per cluster2. The approach being used is the Integrated Community>evelopment approach with the participation of the private sector and other stakeholders. This approach implies the identificationof the priority needs of vulnerable families with their participation and that of N@Hs and community leaders. 5rioritized problemsare addressed in a holistic way under one programme with resources from @overnment, the private sector and N@Hs contributionsin terms of human resource. The problems of the absolute poor are *uite similar in most of the cases and conse*uently integrated

pro-ects for pockets of poverty have the following generic areas of intervention4

• ousing

• !ducation

• Training and !mployment&dult 'iteracy2

• ealth

• Training in 'ife skills

• Treatment and rehabilitation of substance abusers

• 5ublic infrastructureroads, drains, footbridges. footpaths,

playgrounds2

• 5ublic %tilities>rinking water, electricity, septic tanks2

• ports and 'eisure


5roblems specific to pockets of poverty are also dealt with within the same integrated programme. The emphasis is to break thevicious circle of poverty and ensure upward social mobility through education and a wider circle of opportunities. The integratedapproach focuses on individuals, families and the community. In this respect, at the level of N!3, through its outreach services,

personalized attention is being given to each citizen so that each family has a decent house, with4

• The head of household benefiting from Training P 5lacement leading himDher to a stable employment with a decent

salary.

• The spouse, supported by the pecial 5rogramme for 6omen, engaging in income generating activities.

• The children, under the guidance of their parents, pursuing their studies to higher levels without the need in the long

term.

• The ultimate ob-ective is to transform vulnerable families from a situation of recipient of assistance to a situation

favouring empowerment and selfEreliance where they participate actively and contribute positively in the economy.

The purpose of this programme is to eradicate absolute poverty in Mauritius. Investing on its subse*uent causes is more costly for a country than addressing the problem of poverty at its root. 5overty is known to be multiEfacetted and needs to be addressed in aholistic approach, mainly through the following4

• &ll poor children of pre primary schoolEgoing age attend school,

• These children are provided with a decent lunch,

• 5arents are trained to get a decent -ob with sustainable income,

• ocial problems are dealt with,

• Training in life skills management be provided to parents and children, and

• &de*uate infrastructure is provided to those needing it.

&s such, )M has (adopted( 7 clusters of the National !mpowerment 3oundation N!32 E 5amplemousses P &rgy, 3lac*.

2V3 In)"rnal CSR Prgramm"(

)M staff is encouraged to volunteer their time and talent to support the community. 3ollowing its success and re*uest from staff,the eisting )M F84F8 Matching cheme has been upgraded to )M /47 Matching cheme.

F#5're38






SBM <= Ma)!&ing S!&"m"

T"#( (,"e$e a#$( a) +*()er#n5 ()a++ 2*0'n)eer#n5 and en5a5e$en) )*ard( ,*$$'n#)3re0a)ed a,)#2#)#e(

taff members are encouraged to organize fundEraising activities in favour of N@Hs D Community organizations. Through thisscheme, the )ank supports staff members( fundEraising initiatives by topping twice the profits raised, up to a ceiling of "s /88,888

per initiative. The proceeds are directed to the benevolent organization or the community pro-ect, as per the choice of the staff initiating the fundEraising activity. Hver the last year, we have seen an increasing number of employees getting involved incommunity development initiatives. !amples of community organizations who have benefited from this scheme are4 &ssociation&lphabetization de E3atima providing nonEformal type of education to outEofEschool youth in the north2, ociety for the 6elfareof the >eaf education, welfare and rehabilitation of deaf persons2. &frican Network for the 5rotection and 5revention of Child&buse &N55C&N2 a halfway home for young girls who are released from "=C or 5robation ome for @irls2, amongst others.

B0**d D*na)#*n

)M brings its contribution to the blood bank by regularly organizing blood collections throughout the island. These initiativeshave the support of our employees and customers. 3or instance, in 78//, blood donations campaigns have been organized in@rand )ay, "iviere du "empart, @oodland+s and 5ort 'ouis )M Tower2.

2VI3 SBM In,rma)in T"!&nlg' Prgramm"

F#5're3


The )M IT 5ro-ect in partnership with the !EInclusion 3oundation consists of the provision of refurbished 5Cs to 9,888 needystudents.

The criteria to benefit from this pro-ect is that the family household income should be less than "s/8,888 per month E the samecriteria which was used last year to benefit from subsidy for C and C eams from the Ministry of ocial ecurity. &s such, the

beneficiaries of this pro-ect would be students who have benefited from this scheme and are still pursuing their studies in arecognized educational institution. The beneficiaries also include those students who have benefited from either a scholarship





under the uman "esources, :nowledge, &rts and >evelopment 3und ":&>32 or the )M cholarship cheme for )rightand Needy students.

)M firmly believe that IT coupled with internet access is a powerful and important tool, which is mainly used for research andacademic work, and which may definitely help improve pass rate among students. 6e believe that providing 5Cs opens an e*ualopportunity window for students lower down the ladder. 6e wish to contribute to the personal development and empowerment of needy students, thus also contributing towards reducing the soEcalled digital divide. 6hile we want the students to benefit from a

5C to achieve the national pass rate at their eams, we also want to see them proceed to %niversity studies and thus have better employment opportunities to break the vicious circle of poverty as we believe that IT is an important enabler of social andeconomic growth.

CONCLUSIONS

choolEbased management is an organizational approach that epands the local school site responsibility and authority for theimprovement of school performance. Ideally, it provides local mechanisms for the introduction of new approaches to educationthat result in enhanced outcomes and that better fill the needs of the local community. The implementation of )M represents afundamental and systemic organizational change to increase the local presence of four key resources4 power, information,knowledge and skills, and performanceEbased rewards. In schools, )M has been approached largely as a political phenomenoninvolving the transfer of power to local councils. tudies of decentralization in the private sector, however, have indicated thatdecentralization of power is most likely to lead to performance improvement if accompanied by organizational changes thatenhance the information, knowledge and skills of local participants and that align the reward system with clearly articulateddesired outcomes. This policy brief recommends that states and local districts become active in creating the conditions for

effective implementation of )M.

5articipatory decisionEmaking sometimes creates frustration and is often slower than more autocratic methods. The councilmembers must be able to work together on planning and budget matters. This leaves principals and teachers less time to devote toother aspects of their -obs. Teachers and community members who participate in the councils may need training in budget matters;some teachers may not be interested in the budget process or want to devote time to it. Members of the school community mustalso beware of epectations that are too high. &ccording to the &&&DN&!5DN&5 task force, districts that have had the mostsuccess with )M have focused their epectations on two benefits greater involvement in making decisions and making Ebe&&erE decisions.

REFERENCES

/. @ovinda and hah-ahan Tapan, $uality !ducation through )M, International Institute for !ducational 5lanning D%N!CH, /000.

7. asan..&, 5rimary !ducation 5rogramme for choolE based management, an unpublished paper presented at a%N!CH workshop, >halla, May //th /00J.

9. ames abyarimana and Charles, chool E)ased Management4 5olicy and 3unctionality 6orld )ank tudies2,Improving 'earning in %ganda, #ol.9, and I)N4 01J8J7/90JG18, March G, 78/9.

G. effery. and Marshall, chool E)ased Management4 5roblematic Curriculum &reas and Teacher !ffectiveness,Improving 'earning in %ganda, #ol.7, and I)N4 01J8J7/90JG18 March F, 78/9.

F. Mohrman, . &., 5. 6ohlstetter, et al. /00G2. choolE)ased Management4 Hrganizing for igh 5erformance. an3rancisco4 osseyE)ass.

B. Hdden, &., and !. Hdden. /00G2. choolE)ased Managementthe #iew from K>own %nderL )rief No. B72. Madison4%niversity of 6isconsinEMadison, Center on Hrganization and "estructuring of chools.

1. "obertson, 5., 5. 6ohlstetter, and . &. Mohrman. In press2. K@enerating Curriculum and Instructional Changes throughchoolE)ased Management.L !ducational &dministration $uarterly.

J. Tapan ., upporting ervices to teachers in )M 5rimary chools, an unpublished paper presented at the secondmeeting of the &sian Network of Training and "esearch Institutions in !ducational 5lanning eoul, May 77nd /001.





0. 6ohlstetter, 5., and :. )riggs. /00G2. KThe 5rincipal(s "ole in choolE)ased Management.L Pr'nc'*al 1G, 74 /GO/1.

<9 6ohlstetter, 5., ". myer, and . &. Mohrman. /00G2. KNew )oundaries for choolE)ased Management4 The ighInvolvement Model.L 7+uca&'onal 7alua&'on an+ Pol'cy naly-'- /B, 94 7BJO7JB.

=====MEDICAL TOURISM SCENARIO IN INDIA

Dr. #n*d N Sa$!ran#% S"e?ar N. Ma??a0a5er#%

ABSTRACT

MedicalETourism is the buzzword and talk of the day, today. tateEofEthe art medical assistance and the potential and ecitingtourism opportunities -oined together and leading to the most potential segment that is MedicalETourism in health industriesand tourism industries segment. Though it is advanced globally, India has entered this field and marching ahead. !conomicaland affordable cost of medical sciences with tourism attached to it, is making the seekers to throng to our country and isoffering as a potential segment of business with both modern and ancient medicine in process. There are many leading playersin this segment in both public and private sectors. This article discusses few of the above issues and potential Hpportunities inthis segment.

KEY&ORDS

Med#,a0 T*'r#($- In+*r$a)#*n and C*$$'n#,a)#*n Te,"n*0*5- Pr*2#d#n5 Ur!an Fa,#0#)#e( #n R'ra0 Area(-

Karna)a?a S)a)e T*'r#($ De2e0*$en) C*r*ra)#*n- Pa)#en) Re0a)#*n("# Mana5e$en) e),.

INTRODUCTION

Medicine is the science and art of healing. It encompasses a variety of health care practices evolved to maintain and restore health by the prevention and treatment of illness in human beings, medicine is used to refer to the science of healing, as well as anysubstance that is used to treat diseases and promote healthL.

!ducated doctors in order to cure illnesses and infections, as well as to maintain a healthy body prescribe medicine. The use of medicine and plants with medicinal properties has taken place since the prehistoric times when people believed that herbs andanimal parts could help heal sick and in-ured people. Many countries around the world such as !gypt, India, 5ersia, and China

have been developing traditional medical practices for hundreds of years. ince then the use of medicine has become greatlyintertwined with most people+s lives and many people often use it on a daily basis in order to help with things such as lowering blood pressure or cholesterol. &s science and technology continue to improve medicine is becoming more and more reliable.Medicine and the advances made in medical technology have greatly increased life epectancy and has made coping with illnessmore comfortable. Medicine eists to help with a variety of different issues. There is medicine that is used to lessen pain such asmorphine, antiEdepression medicine, and medicine such as antibiotics that kills bacteria that causes sickness. 5harmaceuticalcompanies who are researching and developing new types of medicine spend millions of dollars every year.

Medicinal is a term that refers to anything that contains therapeutic properties. There are foods, plants, herbs and mushrooms thatcontain medicinal properties. The medicinal herb called bloodroot is used in small doses to cure throat infections, and the pastethat is made from bloodroot can be used eternally in order to help with skin diseases and warts. t. ohn+s 6art can be used totreat depression, diarrhea and bladder problems, as well as bedEwetting in children. The medicinal herb ginseng has the ability tohelp the body deal with heat, cold, stress and fatigue. There are hundreds of plants that contain medicinal properties anddictionaries of therapeutic herbs and plants can be found at most bookstores. There are many types of medicinal mushrooms thatare used in the practice of medicine.

HISTORICAL OVERVIEW OF PAST PRESENT AND FUTURE MEDICINE

6e are into the new millennium it is becoming increasingly clear that the biomedical sciences are entering the most eciting phaseof their development. 5aradoically, medical practice is also passing through a phase of increasing uncertainty, in both industrialand developing countries. Industrial countries have not been able to solve the problem of the spiraling costs of health careresulting from technological development, public epectations, andin particularthe rapidly increasing size of their elderly

27&ssociate 5rofessor, Institute of Management tudies, >avangere %niversity, >avangere, India, vinodsambrani?gmail.com

28&ssistant 5rofessor, .I.!.T. Institute of Management, :arnataka, India, shekarmba?gmail.com











populations. The people of many developing countries are still living in dire poverty with dysfunctional health care systems andetremely limited access to basic medical care.

Pa() S!"nari

India has one of the oldest civilizations on earth, which is more than F888 years ago. &s a result, it also has a long medical history.The ancient Indians used vegetable, animal, and earth as drugs to cure diseases. 6hat is more interesting about Indian medicine is

not how the cure the disease, but how the use medicine to lead to a long life. It also helps to prevent diseases and ailment by usinga variety of things, like food, aroma, yoga, lifestyle, etc. )y the /7 th century, a book called usruta amhita was written. Iteplained many advances surgery that India had developed, which included reconstruction of in-ured facial part, lithotomy,removal of dead fetus, etc. &s you can tell from its advanced surgery, they also had a well understanding of anatomy.

M"#i!in" *",r" )&" )& C"n)$r'

In the earliest evidence surviving from the ancient civilizations of )abylonia, China, !gypt, and India, it is clear that longevity,disease, and death are among humanity(s oldest preoccupations. 3rom ancient times to the "enaissance, knowledge of the livingworld changed little, the distinction between animate and inanimate ob-ects was blurred, and speculations about living things were

based on prevailing ideas about the nature of matter.

&dvances in science and philosophy throughout the /B th and /1th centuries led to e*ually momentous changes in medical sciences.&fter steady progress during the /Jth century, the biological and medical sciences began to advance at a remarkable rate duringthe /0th century, which saw the genuine beginnings of modern scientific medicine. /0th century, curative medical technology had

little effect on the health of society, and many of the improvements over the centuries resulted from higher standards of living,improved nutrition, better hygiene, and other environmental modifications. The groundwork was laid for a dramatic changeduring the second half of the 78th century, although considerable controversy remains over how much we owe to the effect of scientific medicine and how many too continued improvements in our environment.

This balance between the potential of the basic biological sciences and simpler public health measures for affecting the health of our societies in both industrial and developing countries remains controversial and is one of the ma-or issues to be faced by thosewho plan the development of health care services for the future.

S!i"n!"0 T"!&nlg'0 an# M"#i!in" in )&" )& C"n)$r'

cience and Technology speedy gains in life epectancy followed social change and public health measures; progress in the other medical sciences was slow during the first half of the 78th century, possibly because of the debilitating effect of two ma-or worldwars. The position changed dramatically after 6orld 6ar II, a time that many still believe was the period of ma-or achievement inthe biomedical sciences for improving the health of society. Modern epidemiology came into its own after 6orld 6ar II, when

increasingly sophisticated statistical methods were first applied to the study of noninfectious disease to analyze the patterns andassociations of diseases in large populations. The emergence of clinical epidemiology marked one of the most important successesof the medical sciences in the 78th century.

The first ma-or success of clinical epidemiology was the demonstration of the relationship between cigarette smoking and lungcancer by &ustin )radford ill and "ichard >oll in the %nited :ingdom. This work was later replicated in many studies,currently, tobacco is estimated to cause about J.J percent of deaths G.0 million2 and G./ percent of disabilityEad-usted life yearsF0./ million2 6H 7887c2. >espite this information, the tobacco epidemic continues, with at least / million more deathsattributable to tobacco in 7888 than in /008, mainly in developing countries. "isk factors diseases, such as hypertension, obesityand its accompaniments, and other forms of cancer. "isk factors defined such as unsafe water, poor sanitation and hygiene,

pollution, and others, form the basis of The 6orld ealth "eport 7887 6H 7887c2, which sets out a program for controllingdisease globally by reducing /8 conditions4 underweight status; unsafe se; high blood pressure; tobacco consumption; alcoholconsumption; unsafe water, sanitation, and hygiene; iron deficiency; indoor smoke from solid fuels; high cholesterol; and obesity.These conditions are calculated to account for more than oneEthird of all deaths worldwide.

The epidemiological approach has its limitations, however. 6here risk factors seem likely to be heterogeneous or of only limitedimportance, even studies involving large populations continue to give e*uivocal or contradictory results. 6hy so many people in

both industrial and developing countries ignore risk factors that are based on solid data is still not clear; much remains to belearned about social, cultural, psychological, and ethnic differences with respect to education about important risk factors for disease. 3inally, little work has been done regarding the perception of risk factors in the developing countries 6H 7887c2.Morerecent developments in this field come under the general heading of evidenceEbased medicine !)M2 ackett and others /00B2.&lthough it is selfEevident that the medical profession should base its work on the best available evidence, the rise of !)M as away of thinking has been a valuable addition to the development of good clinical practice over the years. It covers certain skillsthat are not always selfEevident, including finding and appraising evidence and, particularly, implementationthat is, actuallygetting research into practice. Its principles are e*ually germane to industrial and developing countries, and the skills re*uired,





particularly numerical, will have to become part of the education of physicians of the future. @ood clinical practice will be ama-or challenge for medical education.

Pr"("n) S!"nari

6e have been treating diseases for thousands of years now; we still have a long way to go. &s of today, there are still diseases thatcan be suppressed but not cured. Hne eample is the Qac*uired immunodeficiency syndromeQ &I>2. >iscovered in /0J8s, this

disease is still under close observation today, with millions of &I> and I# patients. The influenza is threatening China,Indonesia and other parts of the world is the Qavian fluQ. 3irst started in ong :ong, this virus has spread to many other countries.Cancer is a disease that we have founght again and again. The most infamous type of cancer, the number killer of &mericans and

perhaps the world, is lung cancer. &nother problematic disease is diabetes. 3ortunately, scientists who have studied diabete havediscovered a solution. opefully, as new diseases surface, more solutions will be invented.

M"#i!al Tr"a)m"n)(

Cancer can be treated on one of three ways. urgery, which removes the tumor, is one alternative that depends on whether thecancerous growth is near vital organs. &nother approach is using radiotherapy or chemotherapy. & biopsy, which is taking a smallsample of the cancer for analysis, is used for diagnosis and for finding the proper treatment.

S)a)#()#,(:

Cancer is the cause of /9R about 1.B million people2 of deaths worldwide. &ccording to the 6orld ealth Hrganization, the

leading deaths are from cancers of the4

• 'ung E /.9 million deaths per year,

• tomach E / million deaths per year,

• 'iver E BB7,888 deaths per year,

• Colon E BFF,888 deaths per year,

• )reast E F87,888 deaths per year.

%nfortunately, over G8R of cancer can be prevented through changes in dietary and lifestyle habits and early detection. owever,aging also plays a role in development of cancer.

Ma5r Di("a("( in In#ia

Ma0ar#a

6ith /.F million confirmed cases reported annually by the National #ector )orne >isease Control 5rogramme, malaria is one of India+s ma-or public health problems. ealth Minister @hulam Nabi &zad revealed that /,F99,/B0 cases were reported in India in7880. Malaria and other vectorEborne diseases are the most widespread cause of death, disability and economic loss, especiallyamong the poor, with limited access to healthcare facilities. Curable if effective treatment begins early, delay in treatment mayeven lead to death.

T'!er,'0*(#(

T) kills almost two million people globally per annum. HneEthird of the world+s population two billion2 are infected with T).9India has an estimated /.0 million cases annually O the world+s highest T) burden with oneEfifth of the global incidence. >espitesome success achieved by the "evised National Tuberculosis Control 5rogramme, T) mortality at 7J deaths per /88,888

population 788B2 and a prevalence rate of 700 cases per /88,888 population 788B; 6H 788J @lobal T) "eport2, India+s T)statistics are on the higher side, as per global norms.

D#arr"*ea

6orldwide, about /.F million children under five die of diarrhoea yearly 788G2. 6hile 9JR deaths occurred in outh &sia788G2, India had the highest death rates, as per the report O >iarrhoea4 why children are still dying and what can be done O released by the %N and 6H. &fter pneumonia, diarrhoea is the second biggest killer among children under five globally. Itsmain dangers4 death via dehydration2 and malnutrition. In a study titled >isease and economic burden of rotavirus diarrhoea inIndia,+ the National Institute of #irology NI#2 has found that India spends more than "s 9 billion each year in medical costs totreat the rotavirus diarrhoea. & key cause of diarrhoea, especially in young children, rotavirus infection usually occurs in winter.Common symptoms4 severe vomiting, watery diarrhoea, and fever. The disease causes substantial mortality and morbidity for Indian children and is a significant economic burden. hobha > Chitambar, >eputy >irector, !nteric #iruses, NI#, says that







re*uires the ability to constantly adapt to customers( changing needs and desires, as the customer+s satisfaction, safety anden-oyment are particularly the focus of tourism businessesL.

T'p"( , T$ri(m

• Inbound Tourism

• Hutbound Tourism

Appra!&"( in A))ra!)ing T$ri()(

5eople who canceled their vacations last year due to the economic downturn are pent up and eager to pack their bags. >estinationshope to capitalize on this year+s upswing, so they+re getting creative with their marketing campaigns. tate tourism boards, cityC#)s and tour companies are using fun themes, contests and social media to engage potential visitors. &labama created a clever campaign seven years ago, focusing on a select theme each year. 78/8 is the K=ear of &labama mall Towns P >owntowns.LMore than 788 communities from Mooresville, population FG, to )irmingham, the largest city with 988,888 are hosting festivalsand unveiling historical markers in celebration. 5ast topics include the state+s history, sports, arts, outdoor attractions, food andgardens. Colorado, Hklahoma, outh Carolina and #irginia are a sampling of the states running contests for getaway giveaways.In addition, tour companies are adding incentives and updating their itineraries to entice customers. They+re adding eciting newdestinations and activities to grab the public+s attention. The same old, same old won+t do in a market where people are ready totake that longEawaited vacation, but are still cautious with their time and money. 3or links to convention and visitor bureaus, [email protected].

M"#i!al T$ri(m S"gm"n)(

The tourism egments is divided into si different areas of activities4

• &ccommodation,

• 3ood and )everage ervices,

• "ecreation and !ntertainment,

• Transportation,

• Travel ervices,

• Medical Tourism.

The diversity of these si sectors shows that the career options in the tourism industry are unlimited. >epending on peopleinterests and skills, you can work indoors or out, nine to five or midnight to noon. =ou can work in an office, an airport or out of your home. =ou can have one career in the winter and another in the summer. In short, you can make your career fit the lifestyle

you want. Tourism areas in health sectors4

• 5sychic holidays,

• )eauty holidays,

• &ging care holidays,

• Medical holidays,

• 5hysical holidays.

W&a) i( M"#i!al T$ri(m@

Medical Tourism is new approaching coined by Medicine and Tourism, it is the practice of traveling to another country in order toreceive medical attention may be it heart surgery, breast implants, a hip replacement, or dental work etc...L

Medical Tourism+ refers to patients going to a different country for an either urgent or elective medical procedure is fast becoming

a worldwide, In India medical tourism+ is growing at the rate of 98R a year and is epected to generate revenues of "s./88 billion by 78/7 as per the study conducted by CII and Mc:insey.C)C News,788G2.

!ven when you factor in airfare, hotels, travel insurance, car rentals, shopping, and dining, many medical vacations aresubstantially more affordable than domestic health care is. 3or eample, a heart valve operation that might re*uire \/88,888 inthe tates could cost well under \/8,888 in a country like India where lower labor costs help drive down the price considerably.

M"#i!al T$ri(m Ma5r Pla'"r(

India offers worldEclass healthcare that costs substantially less than those in developed countries, using the same technologydelivered by competent specialists attaining similar success rates & liver transplant costs in the range of "s B8 lakhsE18 lakhs in!urope and double that in the %, but the yderabad based @lobal hospital has the wherewithal to do it in around "s /F lakhE78





lakhs. imilarly, a heart surgery in the % costing about "s 78 lakhs is performed at the ChennaiEhead*uartered &pollo ospitals@roup in roughly "s 7 lakhs The indu )usiness 'ine, 78812.

Ta!0e31: C*$ara)#2e Pr*,ed're C"ar5e( #n Ind#a US US<

5rocedure C*() US<

Un#)ed S)a)e( Ind#a

)one Marrow Transplant 7, F8,888 B0,888'iver Transplant 9, 88,888 B0,888eart urgery 98,888 J,888Hrthopedic urgery 78,888 B,888Cataract urgery 7,888 /,7F8

S*'r,e(4 www.medicalEtourismEindia.com 3oreigners account for almost /7R of the patients treated at the leading hospitals like &pollo. !scorts, indu-a, etc. Thesehospitals have established distinct edge in surgical treatments. 3or instance, &pollo claims to have achieved 00.BR transplantsuccess ratewww.apollo.com2 and the death rate among patients during open heart operations performed at !scorts eart Instituteis 8.JR , which is less than half that of ma-or hospitals in the %..utchinson,788F2.

COMPETING COUNTRIES

Countries that actively promote medical tourism include Cuba, Costa "ica, ungary, India, Israel, ordan, 'ithuania, Malaysia,ingapore and Thailand. )elgium, 5oland and ingapore are now entering the field. Thailand is a significant destination with si

medical centers in )angkok alone boasting of accreditation from the %nited tates. ingapore alone attracted 7F8,888 medicaltourists in the year 788F utchinson, 788F2. outh &frica specializes in medical safarisEi.e visit the country for a safari, with astopover for plastic surgery, a nose -ob and a chance to see lions and elephants. ome of the significant leaders in medical tourismglobally along with their specialization area have been summarized in the Table.

Ta!0e3%: Maj*r C*$e)#n5 C*'n)r#e(

C*'n)r Se,#a0#Ja)#*n

Thailand !ye surgery, :idney dialysis, Hrgan transplantation etc.

India Hpen heart surgery, hip P knee replacement, )one Marrow Transplants,Cancer therapy, dentistry, cosmetic surgery.

Costa "ica, &rgentina 5lastic urgery.

outh &frica Cosmetic urgery.

ungary Cosmetic P >ental 5rocedures.

>ubai 'argest international medical center K>ubai ealthcare CityL to open by 78/8,TieEup with arvard Medical chool.

S*'r,e(: Medical Tourism @rowing 6orldwide utchinson, 788F2

SURGICAL TREATMENT SCENARIO IN INDIA

India has emerged as one of the prime countries in surgical treatment and a hot spot for medical tourism. This is possible becauseof the cost effective criteria with same level of epertise as provided by the west. ome of the ma-or players that are promotingecellent surgical treatment and a key destination for medical tourism, Indian hospitals have in surgical treatments, its share incord blood based ransplants is a meager 8.7FR. That is out of the 1888EJ888 cord blood transplants worldwide since /009, only78 such transplants have done in India so far.'ifeCell,788F2. &yush P &llopathic system of Indian Medicine like &yurvedic,yoga, %nani is becoming more popular &yush2 among foreigners who visit for medical tourism.

4ARNATA4A STATE GOVERNMENT PLAN FOR MEDICAL TOURISM

The :arnataka government is planning two mega health and heritage tourism pro-ects in the state that would attract investmentsworth "s /,J88E7,888 crore. peaking to )usiness tandard #inay 'uthra, managing director, :arnataka tate Tourism>evelopment Corporation :T>C2, said the state government was formulating a tourism policy in this regard and the policy waslikely to get cabinet approval in the net 7E9 months. %nder medical tourism, the government has proposed a ealth City on 988acres near the )angalore International &irport to be developed in publicEprivate partnership. The government would act as afacilitator and provide land while investment worth around "s /,888 crore would come from private players. The city will havesuper specialty hospitals for neurology, cardiology, and rehabilitation centre for alcohol and drug addicts, ayurveda hospital andhotels. It is likely to come up in the net 7E9 years. &ccording to industry body, &ssociation India(s medical tourism sector isepected to grow at an annual rate of 98 per cent to become a "s 0,F88Ecrore industry by 78/F.

&round /J8,888 foreigners visited India for treatment in nine months and the number is likely to increase 77E7F per cent in thecoming years, 6hile a heartEvalve replacement costs about \8.7 million around "s / crore2 in the %, in India it can be done in


http://www.medical-tourism-india.com/






\/8,888 around "s F lakh2, which also includes roundEtrip airfare. &s part of heritage tourism, :arnataka is planning to promotea pro-ect at ampi on 79F acres, said : #iswanatha "eddy, director, tourism department. The pro-ect will comprise a FEstar hotelwith 788 rooms, budget hotel, restaurant, entertainment areas and other tourismErelated activities. The pro-ect would attractinvestment worth "s J88E/,888 crore. 6hile the government would be a facilitator, investment would come from privatedevelopers.

&ccording to reports, over five million foreigners visited India in 7881, of which at least three million visited heritage sites

especially in the two southern states of :arnataka and Tamil Nadu. The share of cultural heritage tourism in the overall tourismfigure in India is over B8 per cent.

&rea of India is promoting the highEtech healing provided by its private health care sector as a tourist attraction. This buddingtrade in medical tourism, selling foreigners the idea of travelling to India for ecellent medical treatment at lowest cost, has reallygot attention in the overseas market. The Indian system of medicine, which incorporates ayurveda, yoga, sidha, unani, naturopathyand other traditional healing treatments, is uni*ue and eotic. This medical epertise coupled with allopathic and other modernmethods become our new focus segment to pro-ect India as a @lobal ealing >estination. If we believe the report published byMc:enzie Consultants and Confederation of Indian Industries CII2, the response is *uite positive and it could be generatingrevenue approimately "s./88 billion by the year 78/7. Hur medical tourism provides low cost treatment. 5erhaps you willwonder that the cost of same treatment in the % is ten times more than that in India.

Many state governments like :erala, &ndhra 5radesh, %ttranchal, and :arnataka have been showcasing their medical tourismsegment in certain focused market like the @ulf and &frican regions. @aur :anchilal2 97B Indian private sector hospitals haveundertaken massive investment in the area of health.

MEDICAL TOURISM OPPORTUNITIES IN INDIAN RURAL AREAS

"ural tourism has been identified as one of the priority areas for development of Indian tourism. "ural tourism eperience should be attractive to the tourists and sustainable for the host community.

T"e 1%)" +#2e3ear P0an #den)#+#ed !a(#, *!je,)#2e( *+ r'ra0 )*'r#($ a( !e0*:

• Identify ma-or Circuits D >estinations having potential to attract large number of visitors for development in Mission

Mode

• >evelop Tourism 5arks to be located in developed D underdeveloped D uneplored area of Tourist Interest.

• Identify clusters of villages having uni*ue craft, ethnic art form for development as Tourism 5roducts.

• !isting scheme of development of tourism circuits D destinations to continue.

Indian villages have the potential for tourism development. 6ith attractive and uni*ue traditional way of life, rich culture, nature,crafts, folklore and livelihood of Indian villages are a promising destination for the tourist. It also provides tourism facilities interms of accessibility, accommodation, sanitation and security.

R$ral )$ri(m !an *" $("# )=

• Improve the well being of the rural poor by identifying their craft work linked to tourism,

• !mpower the rural people to enhanced rural tourism with natural habitations,

• !mpower the women to start small tourist business,

• !nhance the rural infrastructure for accommodating and taping tourism opportunities,

• 5articipate in decisionEmaking and implementing tourism policies,

• Interaction with the outside world for promotion,

• Improve the social condition of lower sections of the society by encouraging to participate in rural potential tourist

spots,

• 5rotection of culture, heritage, and nature linked to tourism.

&ll these can be enhanced by providing 5%"& 5roviding %rban facilities in "ural &reas2.

F$)$ri()i! Tr"n# ,r M"#i!al T$ri(m

5owerful trends are at work all around the India forcing changes in health care will be conceived and delivered in the decadesahead. The editors of arvard )usiness "eview have compiled a list of that will dramatically change unrecognized conse*uences.

• Innovation and demand soar in emerging economies,

• 5ersonalized medicine and technological advances,

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./8/ 5 a g e




• &ging populations overwhelm the system,

• "ising costs,

• @lobal pandemics,

• !nvironmental challenges,

• !videnceEbased medicine,

• NonEM>s providing care,

• 5ayers+ influence over treatment decisions,

• The growing role of philanthropy,

• 5revention is the net big business opportunity,

• Medical tourism.

CONCLUSION

Medical Tourism break new ground in the medical industry, India offers new technology, alternative and eperimental treatments,India has a broad spectrum of specializations including cardiology, cosmetic surgery, dentistry, ophthalmology, orthopedics,transplants and assisted reproduction. Nowadays, India remains a leading medical tourism country that promotes widely at both agovernmental and private sector level as well as offering medical visas. These factors together have meant that India attractsaround GF8,888 medical tourists a year 3rom %:, %& and outh :orea2.

Cost savings are prominent as one can epect to save FJR when compared to the %& and G1R for the %:. Hther driving factors

are high *uality of medical care, availability of treatments and reduced waiting times. )y 78/7, India aims to attract one millionmedical tourists. Medical tourism is a developing market with vast potentiality in India. The growing demand for medicaltreatments for which people travel has resulted in a development of various medical tourism products and the emergence of facilitators. Indian ospitality is emerged in terms of their service *uality and 5atients "elationship Management 5"M2, >octorsas well as nurses treat the patients+ right manner with emotional attachment. 5atients once psychological satisfied with hospitalityservice they may get cure with there sensible service.

REFERENCES

/. N"C National ealth ystems "esource Center National "ural ealth Mission Ministry of ealth and 3amily6elfare @overnment of India New >elhi

7. !tensive treatments topic are available in several monographs Cooter and 5ickstone 7888; 5orter /001; 6eatherall/00F2.

9. http4DDwww.ncbi.nlm.nih.govDbooksDN)://1G/D&B18

G. & variety of things, like food, aroma, yoga, lifestyle, etc. )y the /7th century, a book called usruta amhita

F. "eport of the working group on tourism /7th five year plan 78/7E/1 2 Ministry Tourism @overnment of India

B. Medical Tourism growing worldwide utchinson, 788F2.

1. www.medicalEtourismEindia.com

J. & study conducted by CII and Mc:insey.C)C News,788G2

0. The 6orld ealth "eport 7887 6H 7887c2

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http://www.ncbi.nlm.nih.gov/books/NBK11740/#A668



















ROLE OF EDUCATION IN BRINGING SOCIAL CHANGE

Arj'$and Ban*%

ABSTRACT

!ducation affects social change as it widens the horizons of people especially positive social change. ocial change could bein both the directions forward and backward as reliving dowry system or abortion of girl child in the womb is negative change

whereas leaving pre-udices and ill practices are positive change. &daptability of positive things in the society increases witheducation and it promotes social change on the whole. The relationship between educational system and society is mutual;sometimes the society influences changes in educational system and at other times the educational system influences changesin the society.

The social change may be in social goals, ob-ectives and values. The changes may be in social values that directly affect thecontent of social roles and social interaction. !ducation plays a very important role in molding the character of an individual.It is one of the concrete sources from which one get information and knowledge and it affects the individual and brings

positive change in the society on the whole.

KEY&ORDS

Ed',a)#*n- S*,#a0 C"an5e- a0'e(- S*,#e) e),.

INTRODUCTION

ocial change is a process in which education plays a vital role especially in bringing positive change in the society. !ducation isnot the conse*uence of needs of an individual but it is the response of entire society. In a static society, educational systemtransmits the cultural heritage to the new generations while in a changing society which keeps on changing from generation togeneration , educational system not only transmits the cultural heritage, but also aid in preparing the young for ad-ustment whichare likely to occur in future.

In today+s world, the change in the society is much higher than in former times. Conse*uently, in such modern comple societies,education is called upon to perform an additional function of becoming an agent of social change. Thus, the relationship betweeneducational system and society is mutual; sometimes the society influences changes in educational system and at other times theeducational system influences changes in the society.

ocial change is a %niversal phenomenon but spreading of social change is not uniform as there are variations in the speed of social change. ocial change does not take place with uniform speed it varies with time, place and environment. ocial Change is

very unpredictable in nature as to ascertain social change with the presence of certain factor in not possible but educationmotivates social change, it works like a catalyst in bringing change in the society. It is the result of interaction of number of factors and it is difficult to ascertain the effect of single factor on social change.

The social change may be in social goals, ob-ectives and values. The changes may be in social values that directly affect the

content of social roles and social interaction. 3or eample, the adoption of e*uality as a value may ultimately lead to compulsory

29"esearch cholar, >epartment of )usiness &dministration, >een >ayal %padhyay @orakhpur %niversity, India,

a--ugkp?gmail.com







and free primary education, to epansion of primary educational facilities to all children up to the age of fourteen and to providing

financial and other aid to backward classes for enabling them to avail of the epanded educational facilities.

!ducation is very important and plays a vital role in the development of any society. ocial Change could be positive or negative

but when we talk about education, we mean positive changes in the society. !ducation plays a very important role in molding thecharacter of an individual. It is one of the concrete sources from which one get information and knowledge and certainly, it affects

the society.

OBJECTIVES OF STUDY

• To find out relation between social change and education,

• To find out impact of education on adoptability of social changes,

• To find out impact of education on perception about women freedom,

• To find out impact of education towards thinking about gender e*uality,

• To find out changes in perception about inter caste and inter religion marriages due to education,

• To describe the role of education in bringing positive change in the society.


3or the research paper, primary and secondary data both are collected. The primary data source were magazines, newspapers and

different websites while on other hand the secondary data were collected through ehaustive *uestionnaires, personal interviews

and schedules.

3or the purpose of secondary data F8 educated families members of family are graduate or above2 and F8 less educated families

members of family are educated below high school2.

Se0e,)#*n *+ Sa$0e: "andom election

Sa$0e S#Je: /88 families F8 families are educated and F8 families are less educated2

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./8G 5 a g e




To analyze the data various statistical tools and techni*ues were used.

E#$!a)in P"rp")$a)"( E)"rnal Val$"( an# ,rm )&" An!i"n) Tim"(

It is a prominent cultural institution, which used to perpetuate the prevailing values of a society. Hur modern education systemhas a sordid past largely rooted in industrialism. Its aim is to produce economically viable productsEEemployable citizens. Nearlyall our tweaks to the system in the last /88Z years are simply attempts to ensure that the products graduates2 are prepared for thework force.

I believe that education should be an empowering process that allows and guides children to develop their passions, criticalthinking, compassion, and orientation towards wisdom for timely action. In other words, selfEcultivation is the purpose of education. %nderstanding selfEcultivation in terms of being a part of a unified field of relationships is the key to the growth of amature culture of peace. 6hen the natural web of our relationships is used to strengthen our depth of knowledge, the feedback from the environment supports timely ad-ustments and refinements in our emotional and technical developments.

!ducation makes a sacred triangle with man and values where education is important medium to imbibe foster and perpetuatevalues in human. Teaching science and industrial sub-ect could make a man ready for work but teaching of values make a persontrue human.

!ducation is capable of developing strong and abiding values. !verywhere and in all times education has built a value system,conducive to the development of physical, intellectual, moral and spiritual life. It activates the latent capacities of the individualenabling him to recognize truth, duty and goodness. It transforms man from animal man to authentic and autonomous human

being, conscious of his roleEplay. It seeks to secure for him the things and activities, which are good instead of bad, right insteadof wrong and satisfying instead of annoying. The hallmarks of his personality are selfEdetermination, self realization, self integration, social ad-ustment, economic self reliance and moral and spiritual attitude towards others. !ducation by the training of mind and soul gives the young intellectual wisdom and practical power, develops fearlessness of mind, strength of conscience andintegrity of purpose.

Prm)"( Capa!i)' ) W"l!m" S!ial C&ang"

!ducation imbibes the capacity to accept social change and also to welcome change in the society. 6hen a child steps in theschool his D her horizons are widen and with the interaction of people from different religion and communities heDshe learns tostart accepting different things and there the process of social change initiates. 'ater in his D her life he D she learns through

education that many things that he D she has learnt in the past from family and peer group is not correct and the process of understanding the difference between pros and cons of things learnt begins thus the primary re*uirement of social change which isacceptance of change starts with the presence of education.

E+al$a)in , S!ial C&ang"

& social change could be either positive or negative but taking the society in the direction of positive change is only possible withthe right education as it builds the capacity in human beings. Negative social change is very dangerous for society as it suppressesthe victim and pushes the society backwardly. The backward motion is never in the favor of development and ma-or ob-ective of the society is progress of the society.

Tran($#((#*n *+ C'0)'re

The days are gone when countries like China use to confine themselves behind the walls and crossing the ocean will distort

religion as fusion culture is in fashion. 6hen different cultures meet, a new culture take place in the society, which could be saidas global culture. 3or social change, transmission of culture is important and education provides the opportunity to people to comeacross various cultures.

In !ducation, through curriculum, students will be ac*uainted with social, moral and cultural values and teachers make themfamiliar with values and ideal through different activities, games, storyEtelling etc. !ducation makes them familiar withconstitution, rules and regulations of citizens and so on. &s we find in N5! /0JB ma-or ob-ectives to produce a productive citizenhas been fulfilled by education so education preserves our value and it make others to imbibe those values.

S!ial F""ling( in )&" S!i")'

6ith education individuals, become aware about the importance of unity, love, fraternity and other values. !ducation makes all

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./8F 5 a g e




people be awakened of being a part of society and how they can contribute the world as society. 5eople know different values andlife skills and thus they develop concern for society including social mindedness, values life skills, learning to be, learning to do,learning to know, learning to live together via different activities story telling dramatization.

E!nmi! D"+"lpm"n) , S!i")'

!ducation develops skills in individual and makes him a productive citizen. Through education everyone learns how to earn

money and as per their *ualification he gets -ob or labour and on the whole with the help of education more or less everyone getwork and earn money so due to increasing literacy per capita income will increase &s we find govt take help in the form of taand thus our economy develops. )ecause of education, people migrate in other country and their earning helps to develop society,country. Thus, education affects the economic development of society.

S!ial Cn)rl

!ducation makes all aware about customs and duties the same as it makes aware about the rules and regulations as we find therules in Indian constitution. 5eople know how to preserve their lives via education. They make also familiar with crimes. Thuseducation provides a guideline and it controls all society.

S!ial C&ang"( an# R",rm(

!ducation makes individuals perfects and aware about the rights. o people can claim against dwelled superstitions, beliefs whichare harmful for them. Through education everyone learn grow to live and how to save from difficulty and how to inculcate values

and ideals in their lives and ideals in their lives so they can appeal in court having of felling in-ustice. !ducation makes all awareabout how to live peacefully and how to face difficulties in their lives .They become aware about the proverbs like nothingventured, nothing gained+ so they develop their risk taking attitudes via education.

Illi)"ra!' an# S!ial E+il

6hen a child is born, the family is hisDher world but when heDshe steps in the outer world heDshe meets different types of peopleand come across different types of thinking. o is facing the challenges of the outer world knowledge is re*uired.

5olitical and economic growth can only be achieved through a healthy society and a healthy society through education. owever,misconceptions, superstitions and myths due to lack of knowledge kills the very notion. Malpractices such as sati, child marriage,and female feticide are still prevalent and hinder the development of society. owever, people do not realize or react to their current situations and circumstances and stick to their orthodo views which are no longer valid to the society. !ven today,widows are mistreated, women considered less capable, given less opportunity and killed before birth. Hn one hand, one feelsencouraged and enlightened to see high literacy rates in :erala, on the other hand it is disheartening to see the female feticide rate

in aryana.

Myths and lack of knowledge have always been the tools for rich and powerful to patronize people. Time has changed, but thetool of discrimination does not. Castecism, "eligion, 5overty are the other current forms of tools used. Though, illiteracy has beenthe hurdle to social, political and economic progress it is solely not responsible for it. ad it been such, the crime rate in urban andsubEurban areas would have been zero. This is so, because one+s upbringing and sense of ethics also play a crucial role in one+slife. owever, education gives greater confidence and opens up minds. It provides a better way to look at things.

The constitutional laws and rights need to be enforced and eecuted. !ducation is an individual+s duty and right. #ariousgovernment schemes such as Karv hiksha &bhiyaanL and KMid day meal chemeL have been working in this area but their

proper implementation is our responsibilities.

3ree education should be imparted to all. chools, colleges should organize trips to villages and rural areas so that the masses geta real and practical sense of the Indian scenario and development. 5roper infrastructure and facilities are also crucial for creating

an environment effective to learning. @overnment budget plans should include a high ependiture on !ducation sector. Teaching profession should be made more valuable, effective and epanded since it is the basis of learning.

SOCIAL CHANGE AND GORA4HPUR

& survey of /88 families was conducted among which F8 families had family members were educated below high school leveland in the other F8 families, members were highly educated.

C&ang" in Tra#i)in(

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./8B 5 a g e




Ta!0e31

Celebrationof )irthday

Celebrationof New =ear

Celebration of #alentine(s >ay

Celebrationof Marriage&nniversary

oneymoon&fter Marriage

Celebrationof Mother(s D3ather(s >ay

'ess !ducated 3amilies F8R 7FR 7R /8R 7R 8R

!ducated 3amilies 0FR 08R G8R JFR J8R G8R

S*'r,e(: &uthors CompilationC&ang" in F#

In less educated families, J8R families don+t eat continental cuisines but in educated families, 1FRof the families en-oycontinental cuisines.

Ta!0e3%

'ike Continental Cuisine

'ess !ducated 3amilies 78R

!ducated 3amilies 1FR


C&ang" in A))i)$#" )-ar#( Wm"n

Ta!0e36

3reedomof >ress

3reedom of 5rofession

3reedom of>riving Car

3reedom of Moving &lone

3reedom of Marriage

'ess !ducated 3amilies /8R FR 7R 9R /R

!ducated 3amilies 08R J8R 0FR J8R 18R


C&ang" in A))i)$#" )-ar#( G"n#"r E/$ali)'

Ta!0e3>

)elieve in @ender !*uality

'ess !ducated 3amilies /R

!ducated 3amilies B8RS*'r,e(: &uthors Compilation

C&ang" in Lang$ag"

Ta!0e38

%se of !nglish 'anguage with 'ocal 'anguage

'ess !duacted 3amilies 7R

!ducated 3amilies 08R


A))i)$#" )-ar#( In)"r1Ca() an# In)"r R"ligin Marriag"(

Ta!0e3

5ositive &ttitudeTowards Intercast Marriage

5ositive &ttitude TowardsInter "eligion Marriage

'ess !ducated 3amilies 7R 8R

!ducated 3amilies 98R /FR

S*'r,e(: &uthors CompilationCONCLUSIONS

!ducation plays a vital role in bringing social change in the society especially positive social change but still many educated familiesare not very positive on the issues like inter cast marriage and interEreligion marriages. Issues including gender e*uality and attitudetowards women still pose a challenge in front of the society and even educated families do have biases and pre-udice towards such





issues. )ased on survey of /88 families it could be said that education brings positive change in the society and there is a positiverelation between social change and education.

SUGGESTIONS

To bring positive change in the society @overnment should focus on education and should also include a sub-ect on social concerns asa part of the curriculum from the primary classes as positive changes in society brings development and prosperity.

REFERENCES

/. @abel, M.., uber, .>. 788824 5utting 5arties in Their 5lace4 Inferring 5arty 'eftE"ight

7. Ideological 5ositions from 5arty Manifestos >ata. &merican ournal of 5olitical cience, #ol. GG, No. /4 0GE/89.

9. uber, ., Inglehart, ". /00F24 !pert Interpretation of 5arty pace in G7 ocieties. 5arty 5olitics, #ol. /, No. /4 19E///.

G. en, &martya, /00J. QMortality as an Indicator of !conomic uccess and 3ailure ,Q !conomic ournal, "oyal !conomicociety, vol. /8JGGB2, pages /E7F, anuary.

F. http4DDwww.preservearticles.comD78//8777G/7JDwhatEisEtheErelationshipEbetweenEeducationEandEsocialEchange.html

B. http4DDbednotes.blogspot.inD78/7D/8DeducationEasEinstrumentEofEsocialEchange.html

1. http4DDwww.sit.eduDstudyabroadDcourseworkAcik.cfm

J. http4DDwww.sociologyguide.comDeducationDeducationEandEsocialEchange.php

0. http4DDwww.britannica.comD!)checkedDtopicDFF807GDsocialEchange

/8. http4DDsch.sagepub.comD

//. http4DDwww.oiir-.orgDe-ournalDanE3ebEMar78/7I!!D9J.pdf

/7. http4DDwww.*uestia.comDlibraryD-ournalD/@/E9/077JBJ0DroleEofEeducationEinEsocialEdevelopmentEanEempirical

<9 http4DDwww.countercurrents.orgDsharma718180.htm

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In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./8J 5 a g e

http://ideas.repec.org/a/ecj/econjl/v108y1998i446p1-25.html

http://ideas.repec.org/s/ecj/econjl.html


http://www.preservearticles.com/201102224128/what-is-the-relationship-between-education-and-social-change.html

http://bednotes.blogspot.in/2012/10/education-as-instrument-of-social-change.html

http://www.sit.edu/studyabroad/coursework_cik.cfm

http://www.sociologyguide.com/education/education-and-social-change.php

http://www.britannica.com/EBchecked/topic/550924/social-change

http://sch.sagepub.com/

http://www.oiirj.org/ejournal/Jan-Feb-Mar2012IEEJ/38.pdf

http://www.questia.com/library/journal/1G1-319228689/role-of-education-in-social-development-an-empirical

http://www.countercurrents.org/sharma270709.htm

http://ideas.repec.org/a/ecj/econjl/v108y1998i446p1-25.html


http://www.preservearticles.com/201102224128/what-is-the-relationship-between-education-and-social-change.html

http://bednotes.blogspot.in/2012/10/education-as-instrument-of-social-change.html

http://www.sit.edu/studyabroad/coursework_cik.cfm

http://www.sociologyguide.com/education/education-and-social-change.php

http://www.britannica.com/EBchecked/topic/550924/social-change

http://sch.sagepub.com/

http://www.oiirj.org/ejournal/Jan-Feb-Mar2012IEEJ/38.pdf

http://www.questia.com/library/journal/1G1-319228689/role-of-education-in-social-development-an-empirical

http://www.countercurrents.org/sharma270709.htm




THE ROLE OF DIINE PRINCIPLE IN YOGA

Dr. La?("$ana Sa$ Sa0an?'67 Dr. C"en,"'0a?("$# K*00a61

ABSTRACT

The amkhya and the =oga are so much interErelated in Indian philosophy that whenever any occasion arises of eplaining or

referring to the tenets and doctrines of the amkhya, those of the =oga also are not generally overlooked. The two systems donot vary in their essentials. The word =oga+ is intimately connected with yoking of horses to the chariot+. The term =oga+according to 5atan-ali+s definition means the final annihilation nirodha2 of all the mental states cittaEvrttis2+ involving the

preparatory stages in which the mind has to be habituated to being steadied into particular types of graduated mental states.Classical amkhya does not believe in the eistence of @od Nirisvara2 rather it gives proofs for the nonEeistence of @od.=oga on the other hand believes in the eistence of @od esvara2 but not as the creator, destroyer and the sustainer of theworld. The present paper discusses the nature, proofs, functions and the role of @od, the >ivine principle in =oga system, oneof the oldest systems of Indian philosophy.

KEY&ORDS

Ind#an P"#0*(*"- Sa$?"a- Y*5a- N#r*d"a- C#))a3r))#(- N#r#(2ara- Se(2ara- G*d- D#2#ne Pr#n,#0e e),.

INTRODUCTION

The tradition of classical =oga admits only two transcendental categories, the self *uru-a2 and KnatureL *ra.r&'2. ence, the*uestion arises how the concept of the Isvara is to be understood. 5atan-ali anticipates this *uestion and defines the 'ord as aspecial kind of self. is specialness lies in that he was at no time embroiled in the play of Nature, whereas the self of anyenlightened being can be said to have, at one time, been caught up in the illusion of its bondage to the mechanisms of Nature.More precisely, 5atan-ali states that the I-ara transcends the causes of affliction (.le-a)1 , action (.arma) and action+s fruition('*a.a), as well as the deposits (a-aya) in the depthEmemory which, in the ordinary individual, lead to repeated embodiment.

To make the special status of the I-ara *uite clear Vya-a emphasizes that those who have attained to Transcendence+ .a'alya2are many%. These multiple Transcenders+ .eal'n-2 differ from the 'ord in that they attained transcendence by severing the three

bonds which #acaspati Misra6 eplains as4

• The natural *ra.r&a2 bond of those who have merged into the @round of Nature i.e. the phenomenon of *ra.r&'"laya2.

• Modified a'.ar'.a2 bond of the disembodied '+eha2 entities such as the deities2.

• The bond of sacrificial offering and so on +a.-'na"a+'2 of those who pursue the eperience of divine and nonEdivine

matters.

The 'ord+s relationship to the condition of transcendence pertains, as #yasa > puts it neither to the past nor to the future, that is, itis eternal. #yasa adds4 e is always liberated, always the 'ordL -a &u -a+a ea mu.&ah -a+a ea '-ara '&). #yasa also indicatesthat the 'ord+s eminence u&.ar-a2 results from is ac*uisition of a perfect -a&&a *ra.r-&a"-a&&a"u*a+ana2. That is to say, sincethe transcendental self, by its very nature, cannot intervene in the spatioEtemporal processes of nature, the 'ord must appropriatefor himself a medium through which e can eert his influence. The highest epression of manifest Nature, as recognized by allamkhya =oga traditions, is that aspect or *uality /una2 of Nature which has from ancient times been called -a&&a, meaningliterally beingEness8 it conveys, as the name indicates, the idea of sheer eistence, or presence. In combination with the *ualities of dynamism ra6a-2 and inertia &ama-2, it is thought to weave the whole web of manifestation.

#acaspati Misra makes clear the perfect -a&&a which #yasa speaks is devoid of any trace of ra6a- or &ama-. This is strikinglydifferent from the position of the author of the Bu.&' >'*'.a. This work speaks of the 'ord+s occasional assumption of a glorious

body maha&mya"-ar'a2 which consists of ra6a-, even though his proper medium is constituted predominantly of -a&&a. The 'ordappropriates such a perfect -a&&a for the gratification of beings bhu&a"anu/raha2. 6e know from the Bo/a ;ha-ya , that theIsvara favors the Bo/'n who is intent on im. >oes he favor only Bo/'n- or all beingsS The phrase gratification of beings+ suggeststhe latter. This is made evident in a passage where #yasa has the 'ord 5onder KThrough instruction in morality and wisdom Ishall uplift the worldEbound selves, at the end of the age or at the great cosmic endL. This resolution is a sufficient motive. Thelord, as #yasa affirms, is above selfEgratification a&ma"anu/raha2. The motive is selfless compassion .aruna2, as isacknowledged by #acaspati Misra. e makes the point that the 'ord+s compassionate instruction of beings is to be distinguishedfrom the compassionate instruction engaged by such enlightened beings as :apila, the legendary founder of the amkhya

30>epartment of 5hilosophy, . #. %niversity, &ndhra 5radesh, India, lakshmanswamys000?gmail.com

315rofessor, %[email protected]. !meritus 3ellow, >epartment of 5hilosophy, . #. %niversity, &ndhra 5radesh, India, kclakh87?gmail.com











tradition. &s #acaspati Misra emphasizes, :apila+s own enlightenment was due to the compassion anu.arunya2 of Mahesvaraiva2 alone.#acaspati Misra also eplains that being uplifted means to attain to transcendence. Nevertheless, this interpretation seems tooetreme, unless one has to assume that the Isvara liberates all beings regardless of their spiritual condition. If 'iberation isguaranteed, there will be no motivation to observe the moral law given by the 'ord, nor apply is wisdom to life. The 'ord+sac*uisition of a medium of pure -a&&a is, not the result of ignorance. &s 5atan-ali states, the lord is untouched by the causes of affliction of which the rootEcause is nescience a'+ya2. #acaspati Misra concedes that the 'ord appears to behave as if he were

under the spell of nescience. e compares him to an actor who acts out his role without becoming confused about his real identity.#acaspati Misra elaborates #yasa+s theology. Thus he argues that the 'ord is not only eternal, but also responsible for the creationand dissolution of manifestation. The world is dissolved into the transcendental ground of Nature *ra.r&'2 when the Isvararesolves to assume a perfect -a&&a. This resolution *ran'+hana2 causes an impression a-ana2 in the 'ord+s consciousnessE

-a&&a c'&&a"-a&&a2. is consciousnessE -a&&a, carrying the imprint of this resolution, tends towards homogeneity with thetranscendental 3oundation (*ra+hana2 of Nature. The 'ord+s consciousness -a&&a2 assumes the condition of -a&&a and is notdissolved together with the rest of manifestation. #acaspati Misra proposes that the relationship between the 'ord and is -a&&ais an eternal one. The 'ord+s appropriation u*a+ana2 of a perfect -a&&a is a continuous act. In addition, it is through the mediumof this -a&&a, which can retain the imprint of is resolution, that e fashions the manifest cosmos out of the transcendentalground of Nature only to dissolve it again at regular intervals.

&ccording to #acaspati Misra17, the 'ord necessarily has a rather delimited sphere of activity, which is confined to the removal of obstructions in the moral mature of beings so that they can nature spiritually and thus ultimately discover that man is neither mindnor subtle body, but the power of consciousness which does not con-oin. #acaspati Misra argues that these activities of worldcreation and destruction as well as spiritual uplift could not possibly be ascribed to more than one being, which would be like

having an assembly *ar'-a+ 2. 3or the same reason he re-ects the idea of different transcendental selves assuming the role of theIsvara by turns.

Interestingly enough, the transcendental selves and a multiplicity of selves distinctly recognized by #yasa and #acaspati Misra arenot without agency or influence. #yasa speaks of the self as being an instrumental cause he&u2 in relation to the first evolute of

*ra.r&' the l'n/a"ma&ra11. The casual neus anaya2 is inherent in *ra.r&' itself so that the unfolding of manifestation follows itsown laws. 5atan-ali postulates that ob-ects, i.e., the manifest forms of Nature eist for the sake of the worldly eperience bho/a2or the liberation a*aar/a2 of the self. owever, as #yasa eplains, eperience and liberation occur only in relation to theindividualized consciousness c'&&a2, but in no way affect the self itself. e employs the simile of an army commander who iscredited with victory or blamed for defeat, whereas the actual fighting is done by his soldiers. The seen +r-ya2 which refers toany form within the compass of manifest Nature is noticed by the apperceiving self. #yasa compares this cognitive process to thatof a magnet which becomes efficient through sheer proimity.

The teleology of *ra.r&' is an important amkhya =oga concept. This inherent Nature is inferred from the fact that Nature *ra.r&'2 is a composite and like all composites, does not eist for its own sake. This argument, which is not convincing, has its

parallel in Christian cholasticism. ince *ra.r&' does not eist for its own sake, it can only eist for the sake of theTranscendental "eality, the elf. The anskrit eegetes did not ask the *uestion of whether Nature might not eist specifically for the sake of the 'ord Isvara2, although they otherwise affirm is special ontological status.

&gain, the self eists for its own sake. &ccording to #acaspati Misra 1%, K!verything eists for the self but the self eists for no oneelseL. &s 5atan-ali16 notes, there is an obvious correlation -amyo/a2 between the seer +ra-&r 2 and the seen +r-ya2 or the manifestrealm of Nature. &ccording to #yasa, this correlation is without beginning ana+'2. It cannot be traced back in time. )ut, it canclearly be terminated, as is demonstrated in the event of liberation, and indeed, this termination is the great o*u- of =oga. Thetermination of this natural correlation coincides with the perfect transcendence of the most fundamental or highest mode of

Nature, which is the -a&&a *uality as it is present in the cognitive apparatus, the c'&&a. This transcendence consists in thereinstatement of the perfect autonomy of the self, which is not of doer, but the transcendental witness. In the words of #acaspatiMisra1> K'iberation is the eperience of the distinction between the self and the -a&&aL. This eplanation appears to contradict5atan-ali+s18 own definition of transcendence .a'alya2, which presupposes the cessation of even this apperception of thedistinction between the self and the -a&&a.

Now of liberation, the self and the mind+s -a&&a shine forth in e*ual purity. Then the illusion of being a separate, eperiencingentity or bodyEmind is shattered. &s #yasa makes clear, this liberation occurs for the theist I-ara2 as much as for the atheistan'-ara2, -ust as it occurs for anyone who partakes of the knowledge born of discernment 'e.a6a"6nana"bha/'n2. owever,#acaspati Misra understands these two terms differently, though his statement is somewhat obscure. e seems to hold that Isvararefers to that Bo/'n who is endowed with the powers of wisdom and action that is, who has supernatural faculties, as developed inthe course of a full Bo/'c program.

The economic interpretation of these two concepts, I-ara+ and n'-ara+ as theist and atheist respectively, is the moreconvincing. It ties in with the fact that 5atan-ali did introduce the whole notion of devotion to the 'ord as a matter of choice. Intheory, a follower of 5atan-ali =oga of the Isvara is central to his philosophy. In practice, a follower of 5atan-ali =oga maydisregard the 'ord+s eistence without the risk, although this does not seem a very likely course of action. >evotion to the 'ord

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I-ara"*ran'+hana2 is listed among the constituents of both .r'yaE yo/a and the observances n'yama2 of the eightEfold path thathas come to be so eclusively associated with 5atan-ali.The doctrine of the Isvara is an unconvincing craft upon the dualistic metaphysics espoused by 5atan-ali. owever, this is tooshallow a view, which ignores the theistic or, rather, panEenEtheistic preEclassical heritage of 5atan-ali+s school of thought. It also

pays no attention to the eperimental dimension of =oga and its long history of encountering the numinous, which readily lendsitself to a theistic interpretation of sorts.

It cannot be denied that the concept of the Isvara, as formulated by 5atan-ali and his eegetes, fits ill into his dualistic system. =etone should not overlook the fact that its inclusion might have met primarily psychological rather than philosophical needs or thediplomatic purpose of appeasing the authorities of mainstream induism. That is, the concept of Isvara may have been feltnecessary in order to account for certain Bo/'c eperiences. This eplanation is not discredited by the fact that 5atan-ali1 alsoacknowledges the possibility of making contact with one has chosen deity '-&a"+ea&a2 because of selfEstudy -a+hyaya2. emanifestly distinguishes between this kind of contact with a higher being and devotion to the transcendental 'ord, which devotionwell may lead to numinous encounters. 5atan-ali 1 appears to address the issue of possible proof for the eistence of Isvara brieflyand enigmatically, giving rise to much eegetical elaboration. is aphorism KIn im the seed of omniscience is unsurpassedL hasgenerally been interpreted as being the e*uivalent to the ontological proof of the eistence of @od proposed by such Christiantheologians as t. &ugustine and t. &nselm.

#yasa1 epounds thus4 KuperEsensuous knowledge a&'n+r'ya"/rahana2 of the past, the future, or the present singly or collectively, great or small is the seed of omniscience. e in whom this seed grows unsurpassed is omniscientL. &ntagonistsshould abuse this inferential argument to prove the supremacy of, say, the )uddha. #yasa adds that it has only a general thrust andtherefore is not applicable to individual cases. These have to be decided based on tradition a/ama2, by which he undoubtedly

means the true tradition of =oga, which reserves this supremacy for the transcendental 'ord.

6hy 5atan-ali speaks of the I-ara as the Teacher+ Curu2 of earlier sages who might possibly even belong to earlier worldcyclesS Is this merely a concession to popular theistic notions, vindicating the idea of the transcendental authorship of the #edasSankara1 states the upreme 'ord, in the form as described, is the Teacher of the earlier teachers+ who instruct in all the relatedmeans and ends for prosperity and for the -ummum bonum (n'h-reya-a) which is liberation. The meaning is that e creates eventheir knowledge and instruction, because of the arising of all knowledge from im, -ust as sparks arise from a flame or salt

particles from the briny oceanL. The metaphor of the sparks of fire and salt particles, a didactic device familiar to the students of the #edanta school of thought, is usually applied to the relationship between the individuated self 6'a2 and the transcendental"eality ;rahman2%7. It designates the peculiar dependence of the knowledge in finite minds upon the perfect knowledge in the'ord+s consciousness"-a&&a The distinctly Ve+an&'c flavor of this interpretation can be thought to point to both the metaphysicallearning of the author of this commentary and to the nonEdualist, epic or preEclassical roots of 5atan-ali+s =oga.

ankara goes on to defend the doctrine of the 'ord+s association with a pure -a&&a. e argues that the 'ord+s -a&&a, though perfect, is in fact manifest and therefore determinable, while still transcending time. e further states that the knowledge that

springs up in it also transcends time and is of the nature of the essence of the -a&&a -a&&a"-aru*a"a& 2. e argues that the'ord+s role as original Teacher is not only revealed by the criptures, but also proved by inference relative to the fact of creation.This presumably means that the 'ord is teaching function is inferred from the fact that all knowledge must have a beginning.

REFERENCES 7 NOTES

/. a'+ya-m'&ara/a+e-abh'n'e-ah .le-ah DD Ibid. II. 9.

7. The word .a'alya+ is the gunated form of .eala+ and means literally aloneness+. This phrase reminds one of 5lotinususe of the @reek term in mono-+ for the soul and the divine.

9. Tattva #aisaradi, I. 7G.

G. =oga )hasya. I. 7G.

F. The notion of the sattva is one of the most interesting of Indian ontology. It also belongs to its most ancient vocabulary.In its earliest conception, it applied to both microcosmic psychic2 and macrocosmic referents. ubse*uently the termwas increasingly restricted to the psychic dimension..&.). #an )uitenen, S&u+'e- 'n Sam.hya III. ournal of the &merican Hriental ociety, #ol. 11, /0F1, pp. JJ.

B. =ukti >ipika. 'YYYIII. 7F.

1. =oga )hasya. I. 79.

J. Ibid. I. 7F.

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0. Tattva #aisaradi. I. 7F.

/8. Ibid. I#. 9.//. visesavisesalingamatralingani gunaparvani DD =oga utra. II. /0.

5atan-ali+s =oga utra II. /02 Concept of 'inga matra is identified by #yasa+s =oga )hasya II. /0. as the great principlemahaEtattva2 or mere beingEness sattaEmatra2 whose only characteristic is that it eists. It is the first evolutes to emerge

from the signEless alinga2, the undifferentiated transcendental ground of Nature. The lingaE matra is pure differentiatedeistence but without any *ualities and can be compared to the NeoEplatonic concept of nous.

/7. Tattva #aisaradi. II. 78.

/9. drasthadrsyayoh samyogo heyahetuh DD =oga utra. II. /1.

/G. Tattva #aisaradi. II. 7/.

/F. =oga utra. III. G0, F8.

/B. svadhyayadisthadevatasamprayogah DD Ibid. II. GG.

/1. tatra niratisayam sarva-nabi-am DD Ibid. I. 7F.

/J. =oga )hasya. I. 7F.

/0. =oga )hasya #arttika. I. 7B.

78. ee #i-nana )hiksu+s employment of this metaphor in his =oga #arttika. I. 7B. in eplaining the relationship betweenthe Isvara and the individual beings

VVVVV





GLOBALIATION AND MANAGEMENT EDUCATION IN INDIA:

EMERGING CHANGE FORCES

S?. S"a$("ad A"a$ed6% Dr. S'ja S. Na#r66

ABSTRACT

The main ob-ective of the present paper is to highlight the impact of globalization on management education in India P tounderstand the emerging change forces. Hwing to the globalization, privatization P liberalization lot of changes are noticed inthe functioning of industries. Naturally, industries across the world are re*uired to have the manpower with multiEskills rather than simply knowledge oriented. 6estern )Echools are molding their self P making the changes in their curricula as per thedemand of industries. Now a day+s learning has become more students centric. )randing has made inEroads into managementeducation. Top )Echools are continuously changing the contents P delivery modes. It is e*ually imperative to Indian )Echools to make management education contet specific. Hn this background, it is e*ually important to address the changeforces that have been bearing down on management education in India in recent years.

KEY&ORDS

B3S,"**0(- C"an5e Mana5e$en)- G0*!a0#Ja)#*n- Mana5e$en) Ed',a)#*n e),.

E G# i#"a( -i)& n i#"a( n &- ) impl"m"n) )&"m ar" -a()"# i#"a(E Michael 3ullan

INTRODUCTION

The @overnment of India has liberalized the business education in /008s, which has resulted in a rapid growth of )usiness

chools offering the programs both at graduate P undergraduate levels. Indian )Echools are almost a replica of % )usinesseducation particularly in the area of pedagogy, curricula, industry interface P academic research models, but it is observed thatIndian )Echools are struggling hard to introduce several adaptations because of differences in the work culture system. Thatmade Indian )usiness education to face several issues in the area of academics, development of infrastructure P financial support.The @ovt. of India had also appointed various committees to take a critical review P the overall growth of )usiness !ducation inthe country. Hwing to the intense competition at the global level lot of changes are taking place in the industries. In turn, there is aneed to make the changes in the )usiness education system all over the world. India is no eception to it; but the pace is veryslow. Now time has come to take a detailed review and to investigate the various challenges P issues, which are being faced, bythese )usiness schools for enhancing the *uality of management education in the country.

GLOBALIATION AND ITS MEANING

The term globalization+ means integration of economies and societies through cross country flows of information, ideas,technologies, goods, services, capital, finance and people. Cross border integration can have several dimensions O cultural, social,

political and economic. In fact, some people fear cultural and social integration even more than economic integration.

GLOBALIATION OF INDIAN INDUSTRY

32"esearch cholar, >epartment of )usiness Management, #ikrama imhapuri %niversity, &ndhra 5radesh, India,

skshamsheer?gmail.com

33&ssociate 5rofessor, >epartment of )usiness Management, #ikrama imhapuri %niversity, &ndhra 5radesh, India,

su-avsu?yahoo.co.in










The evidence of globalization can be seen everywhere4 in the home, in the workplace, in the discount stores, in the newspapersand business -ournals, in the flow of monthly government statistics, and in academic literature.

& short definition of globalization is Kthe growing liberalization of international trade and investment, and the resulting increase inthe integration of national economies.

@lobalization can be seen most clearly in the *uickening pace and scope of international commerce. @lobal eports as a share of

global domestic product have increased from /G percent in /018 to 7G percent today.

The efforts of Indian companies in international markets are still mere drops in the ocean. There has been a change in the mindsetof most Indian companies, which are beginning to think about marketing globally. This changed attitude towards trade is making a

big difference in the way they do business. It also implies that the age of the Indian multinational has arrived. Nowadays a host of Indian companies is trying to go global and is actually making some headway. owever, barely out of the starting gate, almostevery Indian company is thinking of globalization, form tetiles to pharmaceuticals and from plantations to engineering. 3or instance, in order to survive the postE%ruguay "ound global regime of patent protection, Indian pharmaceutical companies arerushing to tie up with ma-or research based foreign companies.

& dramatic restructuring is taking place in the international pharmaceutical industry. International drug ma-ors are respondingaggressively to a rapidly changing competitive environment through mutual alliances, mergers and takeovers involvingtransactions worth billions of dollars. These changes assume special significance for developing countries like Indian in which adominant role I already being played by international drug ma-ors2 and countries where governments are dismantling controls andregulations imposed on players in the pharmaceutical sector.

&nother area of globalization is foreign investment. 6ith a relaation in the rules pertaining to foreign investment, many Indiancompanies are, in fact, setting up manufacturing based abroad for various products. ome of these bases are even being set up indevelop counties. Indian 5harma companies O from 'upin to "anbay O are all setting up operations in developed countriesoverseas.

LIBERALIATION PRIVATIATION GLOBALIATION HERALDS A CHANGE IN INDIA INC

India Inc has been undergoing a ma-or structural metamorphosis, a process that began in the /008s. ince the initiation of thevarious measures of economic liberalization in general, and the opening up of the industrial sector in particular, there has been aradical transformation in the policy environment for Indian industry4 from the erstwhile public sector predominant, governmentcontrolled licensing and investment scenario to the market friendly, private sector oriented phase.

This new lease of life, given to the Indian industry, has fundamentally altered several decisions of industry captains4 either tocreate critical size, consolidate and gain higher market share through ac*uisitions or to sell nonEcore businesses and reEdirect the

capital core competence rather than spread resources.

&ll this clearly shows the change in attitude; mindset and culture of Indian Inc. >omestic companies are remodeling their operations to become niche players. They are becoming more open to new ideas of inducting manufacturing partners or enteringinto strategic alliances with a view to strengthening their competitiveness. It+s no longer taboo to sell one+s assets. This has set the

ball rolling and is the reasons for the takeEoff in the number and value of deals year after year.

EVOLUTION OF MANAGEMENT EDUCATION

)usiness education has a long history in India, dating back to the /0 th century. !arly )usiness E chools were focused on thecommercial side of business, seeking to fulfill the needs of the then )ritish government.

• India+s first )Eschool i.e. Commercial chool of 5acchiappa Charities was set up in /JJB in the southern city of Chennai

Madras2.

•In /089, )ritish government initiated econdary school level commerce classes at the 5residency College in Calcuttawith a focus on ecretarial practice, )usiness Communication, hort hand, Typing, Correspondence P &ccounting.

• The first college level )usiness chool was founded in /0/9 in Mumbai i.e. ydenham College.

• oon followed by another college in >elhi in /078 as Commerce College, later on it was renamed as hri"ama College

of Commerce.

• The Indian Institute of ocial cience founded in the year /0GJ as India+s first management program with an intention to

train manpower to create P spread the knowledge re*uired for managing industrial enterprises in India.

• Catholic community founded Yavier 'abour "elations Institute Y'"I2 at amshedpur in /0G0.

• Indian Institute of ocial 6elfare P )usiness Management II6)M2 was set up in /0F9 at Calcutta. That was

considered as India+s first official Management Institute.

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• !ncouraged by the results, @overnment of India applied for and obtained grant from the 3ord foundation in /0B/ to

launch two 72 Indian Institutes of Management, one at Calcutta 6est )engal2 and other at &hmedabad @u-arat2. Thisgrant was focused on helping &merican )usiness education knowledge P models to other nations and having intensivecollaboration with an &merican )Echool for facilitating the transfer of learning.

• The IIM Calcutta established in collaboration with the loan chool of Management MIT2 for faculty P pedagogy

development in the year /0B/, with an intention to focus on $uantitative P Hperational aspects of management.

• IIM &hmedabad was founded in /0B7, pioneered the case method of teaching in India with an emphasis on $ualitative

strategicEintegration.• The mission of IIMs was to professionalize Indian Management education through teaching, research, training,

institution building P consulting with the support of epertise developed by the pioneering IIMs.

• Two more IIMs were founded in )angalore :arnataka2 P other in 'ucknow %.5.2 in /019.

• The Indian Institute of 3orest Management was setup in /0J7 in )hopal M.5.2 as a leader in specialized management

education for the entire forestry system in India with the help of IIM, &hmedabad.

• In late /008+s, two more IIMs were setup, one at :ozhikode :erala2 P the other at Indore M.5.2.

A POWERFUL COMBINATION OF CHANGE FORCES HAS BEEN BEARING DOWN ON MANAGEMENT

EDUCATION IN RECENT YEARS

rapi# in!r"a(" in !mp")i)in= this competition comes from colleges and universities within and beyond countries and from private providers.

(igni,i!an) #"!r"a(" in ,$n#ing ,rm g+"rnm"n) ($r!"(= in a number of countries, this decrease is associated with twodiscernible and dramatic shifts in perception4 /2 that education is not really a public good but a private benefit, and 72 that it isnot really an investment but a cost.

Gr"a)"r g+"rnm"n) (!r$)in'4 India, like many other countries, now has a national *ualityEassurance agency for managementeducation; trend data on performance is now in the public arena; and popular publications produce league tables on the

performance of management education institutions.

gr-ing !n($m"r rig&)( m+"m"n) 4 as fees rise, students are increasingly prepared to complain about the *uality of what isdelivered and, in some countries, to engage in litigation.

5he rapi# (pr"a# , !mm$ni!a)in( an# in,rma)in )"!&nlg' in) "+"r' a(p"!) , $r li+"(0 in!l$#ing "#$!a)in an#

)raining= whereas universities and colleges once held a monopoly on high *uality, upEtoEdate knowledge, this is now availablefor a price2 on the Internet from all manner of providers. In combination, these change forces have brought many colleges and

universities to a watershed. ome argue that if they do not respond appropriately, their very eistence, at least in their presentform, is threatened.

=et such a situation is not necessarily a cause for despairprovided those of us in management education get smarter about twothings. These are identified in Michael 3ullan(s *uote4 Q@ood ideas with no ideas on how to implement them are wastedideas.Q/ 6hat 3ullan is saying is that if we are to successfully tackle the current situation, we have to get smarter at QhowQ of change making sure these ideas work in practice2.

GLOBALIATION EDUCATION AND HR DEVELOPMENT

:nowledge is the driving force in the rapidly changing globalized economy and society. $uantity and *uality of specializedhuman resources determine their competence in the global market. !mergence of knowledge as driving factor results in bothchallenges and opportunities. It is well known that the growth of the global economy has increased opportunities for thosecountries with good levels ofeducation.

@lobalization has a multiEdimensional impact on the system of education. It promotes new tools P techni*ues in this area like !Elearning, 3leible learning, >istance !ducation 5rograms and Hverseas training. @lobalization will mean many different thingsfor education. In the near future, Kit will mean a more competitive and deregulated educational system modeled after free market

but with more pressure on it to assure that the net generation of workers are prepared for some amorphous -ob market of 7/ st

century+.

ince K'ifelong -obs have been converted in to yearly contracts there is still possibility of even short duration -obs. Hur educationsystem should deliver such education and training so that professionals can ad-ust themselves as per market epectations. It hasunderlined the need for reforms in the educational system with particular reference to the wider utilization of informationtechnology, giving productivity dimension to education and emphasis on its research and development activities.The benefits of globalization accrue to the countries with highly skilled human capital and it is a curse for the countries without

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such specialized human capital. >eveloping and transition countries are further challenged in a highly competitive world economy because their higher education systems are not ade*uately developed for the creation and use of knowledge. Converting thechallenges into opportunities depend on the rapidity at which they adapt to the changing environment. India is also following theglobal phenomenon. &s part of globalization, the economic reform packages were introduced in India in the beginning of /00/.These reform packages imposed a heavy compression on the public budgets on education sector, more specifically so on higher education. This has trickled down to public ependiture on education in general, and higher education in particular.

Indian government and Indian corporate sector has recognized the importance of management education in the changing globalscenario. Today under the reforming economic conditions, integration of the Indian economy with world economy presupposesefficiency and competitiveness in the domestic front as well as in the international arena. &s the process of globalization istechnologyEdriven, and knowledgeEdriven, the very success of economic reform policies critically depends upon the competenceof human capital.

)ut, what is observed is the reverse. !ven within the education sector, relative priority assigned to management education has been on the decline. They are also responsible for not only providing the specialized human capital in order to corner the gainsfrom globalization, but also for training inside the country, provide policy advice, etc. @lobalization is epected to have a positiveinfluence on the volume, *uality and spread of knowledge through increased interaction among the various states. Today our educational system is strong enough but Central and state governments should change their roles within the education system, reEinventing themselves as facilitating and supervisory organizations. Teacher training, infrastructure and syllabuses need to beurgently upgraded. Industry should come forward to share eperience with students and to offer more opportunities for live5ro-ects.

The free market philosophy has already entered the educational world in a big way. Commercialization of education is the order of the day. Commercial institutions offering specialized education have come up everywhere. In view of globalization, manycorporate universities, both foreign and Indian, are encroaching upon our government institutions. Hur Institutes like IIM+ andIIT+ have produced ecellent professionals. These institutes imparts *uality education as per industry epectations and give dueimportance to Institute Industry Interface. %nder the new scenario, @overnment O 5rivate partnership is becoming important inManagement !ducation. Now India is a transforming country. 6e are near to achieve status of developed nation.

The demand for higher education has been growing rapidly with comparatively faster growth in enrolment in higher educationalinstitutions/ than the growth in number of higher educational institutions. The growth rates are doubled among the studentsenrolled in postEgraduate and research, while the number of institutions for postEgraduate and research studies has grown at aslower rate in /008s than in/0J8s.

Though the enrolment has been increasing in absolute terms, only 1 per cent of the population in the age group /1 to 7G attendedhigher educational institutions in India, as against 07 per cent of the eligible ageEgroup population attending higher educationalinstitutions in %&, F7 per cent in %: and GF per cent in apan.

5rivatization of higher education has emerged in several forms and types in the recent decade in India. Hne, privatization withingovernment higher education institutions take place in the form of introducing selfEfinancing courses within governmentinstitutions; two, converting government E aided private institutions into private selfEfinancing institutions; three, allowing toepand selfEfinancing private institutions with recognition and also without recognition, which may be termed as commercial

private Commercial private higher education emerges from market forces and tied to economic and global forces.

They thrive on the principles of commercialism, primarily focus on vocational courses and highly pragmatic. Their commercialthrust is training -obs; indeed, part of the curriculum is industrial training. Not only training for -obs but also place their studentsin wellEpaid -obs. This indeed speaks about the strong industry O institution linkages. They are narrowly focused, rather microEspecific in designing their course and training. This narrow focus is their strength as well weakness. It is strength as long as thereis demand for such specific nature of the courses and a weakness once such a demand is satiated. Moreover, the builtEin set up Dinfrastructure do not allow them to diversify. They cater to the unmet demands or rather demandE absorbing from the nonEuniversity management education sector.

6e can divide these institutions in to various types, like of the selfEfinancing engineering colleges and management institutionsare affiliated to the conventional universities In which, the course structure, design, curriculum, and the pattern of eamination fallwithin the purview of the national or state pattern. Hn the other side, several of these selfEfinancing private institutions are alsononEaffiliating to any universities and cater to the demands of the corporate sector nationally and internationally.

This privatization has its negative impact also. tudent is acting as market force. tudent isthe power while faculty is weak inthese private institutions. Indeed, the faculties lack the position, power and autonomy as they traditionally en-oyed at universities.They serve to students and their practical orientations in commercial private institutions. These institutions rely on partEtimefaculty and may be drawn from fullEtime faculty at public universities and hence do not add to further employmentopportunities2. 6hen employing fullEtime faculty, they pay meagre salary. 5erhaps many of them have neither practical nor academic epertise and lack training.

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@lobalization leads to challenges and threats also. The ma-or concern is to deliver ecellent education with updated curriculumand practical eposure. This is possible only by attracting talented P eperienced persons into academics.

&t present, it is difficult to assess not only the nature and dimensions of globalization, but also what it means to the field of education. & few educational researchers have attempted to make connections between the several dimensions of globalizationand the policies of education.

India is witnessing new era in the field of Management !ducation. Many Corporate groups like "eliance, Nirma, Tata, terlite etc.have promoted Management Institutes. ome reputed foreign universities are also coming to India. owever, @overnment shouldissue some guidelines so that fees structure remains within certain limit and those who are from economically poor backgroundhave same opportunity.

RECURRING CHANGE THEMES

Three key insights underpin effective change management in the areas of fleible and online learning.

C"an5e #( 0earn#n5- and 0earn#n5 #( ,"an5e. 6hen a decision is made to change all or part of an educational program, those whoare to deliver these changes will be faced with having to do something new. !ach of these new practices identifies a capability gapthat the practitioners must learn. 3or eample, to ensure that the rapid scale up in the use of the IIMs onlineElearning platform waseffective, lecturers had to learn not only how to set up their site but also how to use its interactive potential appropriately andefficiently. 6e know also that people will not engage in or stick with a change effort i.e., a personal learning pro-ect2 unless they

see it as being relevant, desirable, and feasible for them to do so. It is motivation, therefore, that fuels both individual andorganizational change learning2. %nderstanding how motivation operates is fundamental.

T"ere #( a r*+*'nd d#++eren,e !e)een ,"an5e and r*5re((. 6hereas QchangeQ involves something being madedifferent or becoming different, QprogressQ involves a -udgment that this change is moving in a desirable direction. Notions of what constitutes QprogressQ in education are, therefore, eminently valueEladen and sub-ective. They are neither ob-ective nor universal.

Ind#2#d'a0 0earn#n5 and *r5an#Ja)#*na0 0earn#n5 are #ne9)r#,a!0 0#n?ed. The strategic development priorities of organizationscan be achieved in practice only if the individuals responsible for their implementation are willing and enabled to learn how to dothem. Conversely, as people adapt to dayEtoEday changes in their operating environment, they help create the material for organizational learning. This process is as true for an educational organization as it is for any other.

CONCLUSION

There is little doubt that due to globalization management educationin every sectoris currently facing a powerfulcombination of pressures for change. The call for colleges and universities to increase their use of IT for learning and to becomeQmore fleibleQ is part of this contet, even though what these ideas might mean in operational terms still remains cloudy for many.

6e have argued that management education has little choice but to face the powerful pressures for educational reform headEon butthat it should do so in an informed and strategic fashion. The best way to do this is to get a much sharper picture of the QhowQ of change implementing those ideas2. I believe that our skill in successfully implementing the QhowQ of change will be most tellingin the coming five years, especially in public education. This will be particularly true for the way in which we respond to the callfor a rapid scaleEup in the use of online learning and other applications of IT and to the call for greater fleibility andresponsiveness in the design and delivery of our programs in an increasingly accountable, competitive, and scrutinizedenvironment.

REFERENCES

/. &ICT! 788G2 report of the igh 5ower Committee for mobilization of &dditional "esources for Technical !ducation,&ll India Council for Technical !ducation, New >elhi.

7. @overnment of India /0012 &pproach paper to the ninth 3iveEyear plan4 /001E7887, 5lanning Commission, New >elhi.

9. "ani, @eetha, 5. 78892 3inancing !ducation in India in the !conomic "eform 5eriod4 3ocus on Intra sectoral&llocation of "esources to education, in @lobalization and Challenges of !ducation, NI!5&, 7889.

G. The @lobalization of Indian economy4 a need for internationalization of higher Management education 5atil P5udlowski2.





F. @lobalization of !ducation :. #. agar, 788J2

B. &&C) International, The value proposition for )usiness !ducation, CIM! Task force report; !thics !ducation in)usiness chools, 7880.

1. &-ay :umar 5enthoi P >r. ankarashan >ash, Indian igher !ducation in the !ra of @lobalization4 Challenges P$uality management strategies, %niversity News, >ec. 788F

J. @3M, The @lobal Management !ducation 'andscape, haping the future of )usiness chools, 7880

0. "eports of %@C, &ICT! P Ministry of ">E@overnment of India

/8. "adha " harma, 78812 KChange Management Concepts and applicationsL, Tata Mc@raw E ill 5ublishing Companylimited.

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CONSUMER BEHAIOUR TO&ARDS COSMETICS:

A CASE STUDY &ITH REFERENCE TO BENGALURU

A(*? K'$ar S. R .6> Dr. E. A. Para$e(ara G')a68

ABSTRACT

The colorful cosmetic retail marketing is revealing high potentiality eistence in )engaluru at present and attracting local andglobal players to manufacture the re*uired cosmetics. )engaluru is a fastest growing city in &sia and attracting all and is

becoming home of many cultures and religions. 'iving styles of )engaluru is undergoing a sea of change and mode of livingof citizens of )engaluru is everchanging. It is said that during the times of arappa and Mohen-odaro and during @uptadynasty women use to bundle their hairs and tied aromatically. ence the beauty appreciationL dated back to the previoustimes. There eists a severe compeition between local and global players as far as marketing of cosmetic products. Makers of cosmetic products must look with eisting consumer behaviour, which is highly volatile at )engaluru. & thoroughunderstanding of consumer+s motivation, buyer behaviour often means the differnce of stay in the busines or loose busines. Inthis highly competititive environment, the retail manager has to collect useful information about usage pattern to prepare a

workable strategy. In the light of these facts, the present study is an attempt to understand consumer behaviour and other various factors influencing cosmetic usage.

KEY&ORDS

C*($e)#,(- C*n('$er Be"a2#*'r- C*$e)#)#*n- G0*!a0 Brand(- L*,a0 Brand( e),.

INTRODUCTION

ince time immemorial, people have tried to be differnt to that of others through using differnt oils, fragrances and hair bundling.3rom !gypt to @reece, 3rance and "oman cosmetics have been part of the daily life/. igh usage of cosmetics is asociated withonly women across the globe and can say that he birth of cosmetics industry coincided with the birth of women. Cosmetics areapplied by the people to ehibit their social high orderliness and possessing and using cosmetics is a social prestige to somebody.&cross the globe people have appreciated the female beauty and nowEaEdays a wide spread of beauty has been carried out to the

people thorugh television, cinema, magaine and internet.

&t present there eists differnt variety aromatic cosmetics when compare to previous days. The choice of aromatics was verylimited previously. The need of using cosmetics arised because of dual role played by men and women inside and outside thehome. 5eople love beauty and the growth of beauty industry in modern days has led to use of cosmetics nowEaEdays. Cosmeticindustry is evergreen industry and some people in the society use cosmetics -ust to show their possesion of wealth.

34"esearch cholar, )harathiyar %niversity, Tamil Nadu, India, parisra0/?gmail.com

35Coordinator M. Com2, &charya Institute of Management ciences, :arnataka, India, eapgupta.F7?gmail.com

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Cn($m"r B"&a+i$r

It is the study of consumers buying when, where and what. It is most important in developing competitive advertisementcompaigns. & number of inducers influence consumers before making a final purchase. Consumer behaviour analysis attempts tounderstand the buyer decisionEmaking process, both individuals and in groups. 6ikipedia defines consumer behaviour, asKconsumers are individuals or households that consume goods and services generated with the economyL. The Kdesire anddeserveL are matched many a times while buying a specified budget oriented purchase.

"amachandra &zhagaiah and !ganathan !zhilarsi 78/72 7 defined consumer behaviour as Kthe decision making process and physical activity individual engage in when evaluating, ac*uiring, using or disposing off goods and services. Consumer buying bheaviour is all psychological, social and physical behaviour of potential consumers, as they became aware to evaluate purchase,and tell other people products and servicesL. Thus, consumer behaviour influences by the psychological, social and physical

behaviour of eisting and potential customers.

PRESENT STUDY

The usage of cosmetics and acceptance of differnt brands influcenced by the family and society and thus factors influencingcosmetics usage are depending consumer behaviour. )engaluru is under going a sea of change in the living sytles, income, readyto spend personal income, liking of branded global products. It is not an easy task to measure consumer behaviour at )engaluru.)engaluru is one of the fastest gowing cities in &sia and differnt people are coEliving at present in )engaluru who are hailed fromnook and corner of the globe. ince cosmetics are of personal products in nature, there is a greater need to get the knowledge of how manufacturer can operate in uncertainity atmosphere and there is a great difficult in satisfying consumers various factors.


Nilofer 788G29, in a study titled, K& study on the effect of personality on advertisement and consumer behaviour of working andnonEworking womenL concluded that personality dimensions affect the advertisement preference to consumer behaviour of women of different age groups.

#ellaichamy and :ruthika, 78/82G in their study consumer behaviour towards Maruthi Cars in Coimbatore stated that consumer behaviour is influenced by factors such as culture, family, reference groups, age and life style, personality and self concept,motivation, perception, learning beliefs and attitudes.

Naidu, ).#.:. 78812F, in his study entitled K)uyers 5erception Towards 5rawn 3eed4 & study in 6est @odavari >istrict, &ndhra5radeshL found that as per their income, farmers are changing brands of feed from time to time, and concluded that the farmers donot have a specific preference towards a particular brand of feed.

esu :ulandaira- 78/72B, in his study Kpost purchase behaviour of consumer E & studyL stated that innovative features, serviceviability and dealer service are the key factors inducing customers to buy a car.

trebel .:. H+ >onnell, and . @. Myers 788G21, in their study entitled Keploring the connection between frustruation andconsumer choice behaviour in a dynamic envirnomentL proposes that the probability of making a decision is significantly lower when consumers are frustruated with the pace of technological change.

OBJECTIVES OF STUDY

• To study the influence of demographic variables like age, occupation, income etc., on consumer prefernce for cosmetics.

• To study the attitude of consumers towards use of cosmetics.

H'p)&"("( , S)$#'

In order to understand the behaviour of consumers regarding cosmetic, the following hypotheses were formulated4

• &ge do not influcence the reasons for use of cosmetics.

• Hccupation do not influence on the fre*uency of using cosmetics.

• 3amily income influence the buying and use of cosmetics.


The present study is an eplorative in nature. 3or the present study, )engaluru a Kglobal beauty centreL was purposively selected.& well structured *uestionnaire was administerd as schedule to ensure greater response. >ifferent big bazaars malls, small bazzarsacross )engaluru have been selected by using -udgemntEsampling techni*ue and directly the consumers who visit malls, bazaars,hypermarkets are *uetionned with a re*uest to provide answer. They gave the responses out of their memory and memory may be





sub-ected to memory loss. The data collection started on anuary /8 th 78/G and ended on an 98th 78/G. & pilot study alsoconducted in order to eliminate any unnessary *uestion in the *uestionnnarie. In the light of eperience derived in pilot study, thefinal *uestionnaire was reframed. The data is presented in the tables and data intrepreted by using chiEs*uare and &NH#& testsand valid conclusions are drawn.

SURVEY FINDINGS

&ge is an important decisive factor in buying cosmetics. "espondents change the use of cosmetics as they grow up. & cosmeticmay be more popular among the middle age than the old age or may be more popular amonst youngster than the other. TableE/reveals that /79 respondents belongs to the age group fo 77E98 indicating potential market availability for the cosmetics. Thechis*uare table shows clearly that the calculated value is more than the table value and hence re-ects the null hypotheses andaccepts alternative and we may conclude that age plays a significant factor in purchase of cosmetics.

TableE7 reveals about occupation and use cosmetics. It is found B8 students, use sometimes and G7 homemakers, 9B employees. Itis surprising that 98 businesspersons despite their heavy engagement in business use cosmetics sometimes. The table highlightsmost of the respondents apply cosmetic most of the times. There only 7J respondents who apply cosmetics fre*uently.

The chis*uare table analysis reveals that ocupation do influences the fre*uency of using cosmetics and thus it re-ects the nullhypotheses.

TableE9 highlights the data on prefernce of respondents in terms of price, *uality, regular availability and liking of brands. Hut of 988 respondents, 78G or BJR prefers *uality and FF respondents out 988 buy their own liked brand. Chis*uare analysis refveals

that income definitely influences the use of cosmetics.

TableEG reveals the re*uired data on attitude towards cosmetics. >iffernt respondents gave differnt versions which is presented inthe table on a F point 'ikert cale of strongly &gree, &gree, Neutral, >isargee and strongly disagree. There are /78 respondentsout 988 who strongly agreed and J8 agreed. There are 08 respondents who either disagree or strongly disagree. The &NH#& tableanalysis reveals that the calculated 3 value being less than the table value with FR level of significance at d.f. #/ X G, #7 X78accepts the null hypotheses.

CONCLUSIONS

This paper started with probing the details regarding retailing in cosmetics in )engaluru. It is very clear from the study here thatthe strong reason to use of cosmetics by people was to look attractive, stylish and but simultaneously they prefer safe cosmetics.The makers of cosmetics has to understand and make only cosmetics with a negligible harmless chemicals since ma-ority of theconsumers at )engaluru are fully awre of chemical cosmetics and &yurvedic oriented cosmetics are preferred now. Consumers

prefer *uality than the other factors. Therefore, producers must be *uality consciousness and make only *ualitative products.

Income is a conditioning factor of usage of cosmetics. ince )engaluru is a paradise for software engineers, professors, doctors,advocates, businesspersons, all the makers of cosmetics must manufacturre cosmetic suited the need of the consumers.

REFERNCES

/. ai ingh 5armar P =ashvant @upta 78812 Consumer behaviour towards cosmetics. &n empirical &nalysis. Journal o

IPM Meera&, #ol. J, No. /, 5. /1.

%. "amachandran &zhagaiah P !ganathan !zhillarsi. 78/72, Consumer behaviour regarding durable goodsL, In+'an

Journal o Mar.e&, #ol. 0, No. 7, 55 71E90.

9. Nilofer. 788G2, K& study on the effect of presently on advertisement and consumer behaviour and "ural consumers in:avali MandalL, In+'an Journal o Mar.e&'n/, #ol. 9G, Issue /, 55 /FE0.

G. #ellaichamy, C. P :ruthikza, :.). 78/82, KConsumer behaviour towards Maruthi cars in CoimbatoreL, Sou&hern 7conom'-& #ol G0, No. /G, Nov. /F, 55 F/EFG.

F. Naidu, )#:. 78812, K)uyers perception towards 5rawn 3eed & tudy in 6est @odavari >istrict &ndhra 5radesh, In+'an Journal o Mar.e&'n/, #ol 91, Issue /8, 55. /0E77.

B. esu :ulandaira-. 78/72, KpostEpurchase behaviour of consumer E & study KSJ88 Mana/emen& 9e-earch 9e'e, #ol.7, No. 9, >ecember, 55 JBE00.

1. trebel . :athleen H+>onnel and Myers .@. 788G2, !ploring the connection between frustraton and consumer choice behaviour in a dynamic decision environmentL, P-ycholo/y an+ Mar.e&'n/ , #ol. 7/, Issue /7, 55. /8F0E1B.





Ta!0e31: A5e#(e '(#n5 *+ C*($e)#,(

&ge Hbserving To go by 'iking &ny other &ttractive the Trend the trend reason Total

/9E7/ /J/J.J2 /71.J92 B/J.GJ2 ///.JJ2 G1 77E98 GFG0.72 /J78.F2 B8GJ.9J2 8G.072 /79 9/EG0 GJ9B.82 /7/F.82 989F.G2 89.B2 G8

F8 P above 80/B.82 JB.B12 77/F.192 //.B2 G8Total /78 F8 //J /7 988

S*'r,e(4 5rimary >ataN*)e: 3igures in the parantheses are epected values.

H*)"e(e(

84 &ge is not influencing the purchase of cosmetics "e-ect

/4 &ge is influencing the purchase of cosmetics &ccept

C"#('are Ta!0e

Calculated value 9F.B/GG df rE/2cE/2 X 9 9 X 0 ignificance level FR T.#. /B.0/0

C"#('are Ana0(#(

The calculated value being 9F.B/GG and the t.v. /B.0/0 at d.f. being a with FR level of significance re-ects the null hypotheses andaccepts the alternative. Therefore we may conclude that age is a decisive factor in buying consumer.

Ta!0e3%: O,,'a)#*n and '(#n5 *+ C*($e)#,(

Hccupation &ll time Most of time 3re*uently ometimes Total

tudent B1.872 ///1.J72 8G1.FB2 B8GJ.B2 J/ousewife 8B.8G2 7G/F.JG2 8BB.172 G7G9.72 17!mployee /BB.JG2 /0/1.1/2 8J1.912 9BG1.G2 10

elfemployed 8G7.8J2 8BF.7J2 877.7G2 /7/G.G2 7G)usinessmen 889.J/2 8BB.BJ2 8JG./82 987B.G2 GG

Total 7B BB 7J /J8 988

S*'r,e(4 3ield >ata

N*)e4 3igure in the percentage are epected values

H*)"e(e(

84 Hccupation do not influence on the fre*uency of using cosmetics "e-ect/4 Hccupation do influences the fre*uencyof using cosmetics &ccept

C"#('are Ta!0e

Calculated value GG.FJ/J d.f. X rE/2cE/2 X FE/2 GE/2 X G 9 X /7ignificance level FR T.#. 7/.87B

C"#('are Ana0(#(

The calculated value being GF.FJ is greater than the t.v. X 7/.87B ? FR level of significance re-ects the null hypotheses andaccepts the alternative. Therefore, we may conclude here that occupation do influence the fre*uency of using cosmetics.

Ta!0e36: In,*$e and Pre+eren,e *+ C*($e)#,(

Income 5rice $uality "egular 'iked Total&vailability )rand

)elow F8888 7 /7 8 8 /GF888/E/F8888 9 7B G G 91/F88/E7F8888 8 F8 0 /7 1/

7F888/E9F8888 8 GF // 78 1B





9F888/EGF8888 8 B8 8B /8 1BGF888/ and above 8 // 8B 0 7B

Total F 78G 9B FF 988

S*'r,e(4 3ield >ata

H*)"e(e(

84 3amily income do not influence the use of cosmetics "e-ect/4 3amily income definitely influenced of use of cosmetics &ccept

C"#('are Ta!0e

Calculated value FG.0FJ7 d.f. at ignificance level FR T.#. 7G.00B

C"#('are Ana0(#(

The chis*uare calculated value being FG.0FJ7 with d.f. /F ? FR level of significance re-ects the null hypotheses and accepts thealternative. Therefore, we may conclude that family income definitely influences the use of cosmetics.

Ta!0e3>: A))#)'de )*ard( C*($e)#,(

#ariables & & N > > Total

Indian cosmetics are better 77 J 87 8J 89 G9They enhance social iamage // F 8/ /8 8J 9FCosmetics usage developsindividual personality 71 /J 8G /B 8B 1/$uality always proportional to price 97 77 87 /G 80 10&ccepting only ecofriendly cosmetics 7J 71 8/ /7 8G 17

Total /78 J8 /8 B8 98 988


Ta!0e38: ANOA Ta!0e

ources of #ariation d.f. M.. 3EratioFR 3 limit

3rom the 3Etable)etween ample /GJ8 FE/2XG /GJ8DGX918 918D9G

3G,7826ithin ample BJ8 7FEF2X78 BJ8D78X9G /8.8JJ

X 7.J1

Total 7/B8 7G


ANOA Ana0(#(

The above table shows tha the calculated value being /8.8JJ which is greater than the t.v. 7.J1 ? FR level of significance with#/ X G P #7 X 78. This analysis re-ects the null hypotheses and accepts the alternative hypotheses. Therefore we may concludethat attitude towards cosmetics is influenced by various factors and does not confine to only one factor.

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IRAL MARKETING: ELEMENTS- ISSUES PRACTICES

A!"#na2 Ka)ar#a6 A((#$ Ha(an6

ABSTRACT

Marketers have been using electronic tools for many years, but the Internet and other new technologies created a flood of interesting and innovative ways to provide and enhance customer value. Not only did this challenge the fundamental basics of traditional marketing, but it also helped to shape the practice of modern marketing. Coupled with the fact that the rate at whichchange takes place as fuelled by technology2 will not slow down, but accelerate, the biggest challenge facing local marketerswill be to become globally competitive in terms of marketing efficiencies 5retorius 788841G2.

>raper noted the viral phenomenon after otmail went from 8 to /7 million subscribers in -ust eighteen months, largely because the product included a linked advertisement link for their service at the bottom of every email and offered acompelling service. #iral marketing describes any strategy that encourages individuals to pass on a marketing message toothers, creating the potential for eponential growth in the message(s eposure and influence. Hn the 6eb, the techni*ue has

been called QwordEofEmodem,Q QwordEofEmouse,Q QnetworkedEenhanced word of mouthQ, QgrassEroots marketingQ, and Qahighly infectious digital sneezeQ.

& virally marketed product is often said to have Qbuzz.Q 3undamentally, viral marketing on the Internet is the simpletechnological etension of wordEofEmouth marketing. This paper analyzes the different components of 6ebEbased viralmarketing, citing eamples and establishing which factors are necessary for the widest product adoption and what products areQbuzzQ friendly.

KEY&ORDS

#ra0 Mar?e)#n5- Gan5na$ S)0e- Mar?e)#n5 M)"- In)erne) e),.

INTRODUCTION

6ilson 78884/2 describes viral marketing as any strategy that encourages individuals to pass on a marketing message to others,thus creating the potential for eponential growth in the eposure and influence of the message. In #iral Marketing Hnline 788/,2it is eplained that viral marketing is any advertising that propagates itself in the same way as viruses. The only difference is that

36&ssistant 5rofessor, I.T.. @roup of Institution, %ttar 5radesh, India, abhinavkataria?its.edu.in

37"esearch cholar, >epartment of Management tudies, :rishna Institute of !ngineering P Technology, %ttar 5radesh, India,

assimhasan.ah?gmail.com











viral marketing uses digital media. Therefore, the concept refers to a message that spreads to other people because the firstrecipient liked it and chose to send the message on to others, using what some people prefer to call (wordEofEmouse(communication endri /00049/2. This is the e*uivalent of wordEofEmouth communication in offEline marketing. 'ess familiar ways of referring to viral marketing include referral marketing 3anousEamaan /0004702, organic marketing #iral MarketersHnline 788/2 or even network marketing 6ilson 78884/2.

istorically, many onEline viral marketing activities were generated more by accident than by design and, as with so many

activities on the Internet, the theory appears to have developed after the practice. Indeed, the betterEknown viral successes havere*uired good business people to spot and develop the activity, rather than initiating it 6ilding 788/4/2. Many people mistakenlythink viral marketing happens only through eEmail. !ffectively, the user does the selling through an onEline mechanism, nearlyalways eEmail Nucifora 788/471; )annan 7887478; "asmusson 78884/J2, but it can also be transferred to other digital media of the 6eb such as graphics >aniels 788/4/72, software downloads and screen savers personalinterview with Chettoa 788/2, shortvideo clips 'amirand 78884F/2 and messages distributed by mobile phones 6allace 78884/72, to list only a few. & recent 6hite5aper on viral marketing Intrapromote 788/472 named these selfEcontained ob-ects which are indeed independent of 6eb sites2(viral ob-ects(. #iral ob-ects can be defined as something given to target users to pass along, something upon which the blindingforces of the Internet.

MECHANISM OF VIRAL MAR4ETING

uccessful viral marketing needs, the strategy must include a viral element from the beginning. Not only must the technicalaspects be developed and ready to implement, but the marketer must have a sense of how to seed the concept of the product or service within its target audience. The audience must them be e*uipped with the tools necessary to spread the word about the

product. To create buzz about a product, viral marketers must start with a product that encourages conversation because it iscontagious, evokes an emotional response, creates visual curiosity, and D or becomes more useful as more people use it. Inaddition, marketers must insure that there is some personal benefit for the target audience to become engaged in the marketingeffort.#iral marketing attempts to harness the power of trusted recommendations by friends. Q#iral marketing is more powerful thanthirdEparty advertising because it conveys an implied endorsement form a friend,Q says teve urvetson. 3or this reason,companies should personalize their referral eEmail so that it shows clearly, particularly in the sub-ect line, that it is coming from afriend. "esearch shows that eEmails from friends are more likely to be opened and read because the sender is credible and becausethe sender and receiver have common interests. Qust / percent of 6eb site visitors click on banner ads, but between F and /F

percept of those receiving viral messages click through or follow the links.Q QThe idea that a critical part of marketing is word of mouth and validation from important personal relationships is absolutely key, and most marketers ignore it,Q notes 'en hort,eecutive vice president of advertising and brand management at Charles chwab.

The viral message can spread either intentionally or automatically. Consumers who find a service compelling spread the buzzintentionally when they communicate it to other people. Individuals propagate the marketing message automatically when Qa viral

component is built into its >N&,Q or imbedded in the use of the product, spreading the marketing message when they use theservice to communicate with their friends and family. 3or eample, 5assthison.com, with B.1 million uni*ue visitors in uly 7888,according to Media Metri Inc., relies on games and electronic greeting cards to lure users. #isitors can send a red heart to theob-ects of their affection after handing over their sweetie(s eEmail address and other marketing information. 'ike )lue MountainCards, users must ask their friends to use the service in order to receive the personal greeting. Those new customers then receiveencouragement to reply using the service.

#iral marketers often first target a small group of influential persons within their target audience. uch high profile, credible persons have been called Qcyber evangelistsQ or QeEfluentials.Q In !manuel "osen(s book &natomy of )uzz, these people are calledQnetwork hubs,Q and in his book K%nleashing the IdeavirusL, eth @odin calls these people Qsneezers.Q The idea of keyinfluentials is based on the Qdiffusion theory, the hypothesis that every successful idea is first embraced by a small group of influencers( before it spreads to the masses,Q according to Marianna >eal and 5ete &bel, senior partners at the marketing firm3leishmanEillard. >eal and &bel call such influencers Qadoptive connected chatleadersQ because they are early adopters, arestrongly connected to their communities, and are naturally vocal and credible. & more commonly used collo*uialism is

Qtrendsetter.Q &ccording to >eal and &bel, a viral marketing campaign should be like Qa rifle, not a shotgun, approach,Q in whichyou develop Qsustainable relationships with a few thousand key people, transforming them into an unpaid sales force.Q &ccordingto research by )ursonEMarsteller, eEfluentials comprise about eight percent of Internet users and, on average, influence about eightother people with authority, an additional BB percent of Internet users.

ELEMENTS OF VIRAL MAR4ETING

Marketers attempting a viral marketing campaign must measure the effort of the campaign by setting targets for it and taking solid baseline reports before starting it, "asmusson 78884/J2 stresses the importance of making sure that any viral marketing campaignis integrated with other marketing efforts. &ccording to 6ilson 7888472, an effective viral marketing strategy comprises sicharacteristics, namely4

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It gives away products or services free. &lthough (cheap( or (inepensive( may generate a wave of interest, (free( willusually, accomplish it much faster. The logic behind this is that (free( attracts eyeballs, which in turn see desirable thingsthat are purchased in most cases. Therefore, preferably give something away

It provides for effortless transfer to others. 3rom a marketing standpoint, it is important to simplify the message so it can be transmitted easily and without degradation.

It scales easily from small to very large. To spread like wildfire, the transmission method must be rapidly scalable from small tolarge. Marketers must realize that if the virus multiplies only to kill the host before spreading, nothing is accomplished.

Marketers must therefore take care that servers, for instance, can be epanded *uickly .It eploits common motivations and behaviours. @reed can drive people; so can the need to be popular, loved and understood. The resulting urge to communicate produces millions of 6eb sites and billions of eEmail or other electronic messages. Therefore, clever viral marketing strategiestake advantage of common human motivations and behaviours.

It uses eisting communication networks. Throughout history, people have formed communities in which networks of humaninteraction convey social values, daily events and plans for activities that foster the wellEbeing of the individual within thecommunity and the community within the larger environment. Marketers must learn to place messages within the communicationsthat eist between people, because people in digital environments also develop networks of relationships. )y eploiting thesenetworks, marketers can easily spread messages in an even cheaper way.

It takes advantage of other resources to get the word out. &ffiliate programmes, for eample, place tet or graphic links on other

people or organizations( 6eb sites. The moment someone else(s 6eb site is relaying your marketing message, someone else(sresources are depleted instead of your own.

MAJOR ISSUES OF VIRAL MAR4ETING

Hbviously, one of the biggest issues with viral marketing is spam. Q& highlyEcharged antiEspam sentiment has emerged over the past /7 months, forcing several companies to pull viral marketing effortsQ, according to a recent article in &dweek. Companieswishing to use viral marketing campaigns need to make sure the motivation they offer persons to spread the buzz is not so greatthat it encourages spamming. QIf you under motivate, you don(t get much interest. If you over motivate, you(ll have cheating andall kinds of problems,Q says :im )rooks of )ardo International.

5rivacy is a related issue. ome persons referred to companies by friends do not appreciate companies keeping their personalinformation, such as their eEmail address. In /000, the wedish furniture chain I:!& canceled a viral marketing campaign that

offered coupons in echange for passing on an eEmail postcard after persons referred epressed concern that their eEmail addresswas being added to I:!&(s database for future spamming. Companies should make clear their policy of not retaining the personalinformation of persons referred, and instead should allow those persons to QoptEinQ for the service.

#iral marketing overkill is another ma-or problem. Consumers Qare getting wise to the techni*ue as the volume of viral marketingincreases.Q Companies risk annoying or alienating their target audience if their viral marketing campaign is contrived or eecuted

poorlyQ. TUhere(s a viral traffic -am -ust a few clicks down the Information ighway. !ven good friends can be as annoying asmarketers if they bombard me too much,Q said !llen Neuborne in a March 788/ article in )usiness 6eek. "esearch by 'owe 'iveand )M") in anuary 788/ suggests a significant fall in the number of persons who will forward viral eEmails, according toMarketing 6eek magazine.

Hf course, bad news can travel can -ust as fast as good news. Q5art of the problem lies in the very *uality of the Net which makesviral marketing possible O the speed with which information spreads. The information may be positive, deliberately generated by acompany or brand. Hr it may -ust as easily be negative and damaging.Q

RECENT VIRAL MYTHS

• even different online scenarios to see how they spread4

• =ahoo[ #oice, an online phone service started in 788G;

• <ync, a yahoo[ Instant messenger videoEsharing application;

• 3riend sense, a facebook app introduced in 7880;

• Kthe secretary game,L the online version of a classic hiring test devised by psychologists;

• =ahoo[ :indness, a charitable website launched in 78/8;

• News stories sent via twitter in november 78//;

• &nd youtube links diffused through twitter in November 78//.

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./7F 5 a g e




MAR4ETING GANGNAM STYLE

@angnamEtyle events, where something does become incredibly popular seemingly out of nowhereS @oel says the initial paper only looked at four outliers, three of which became popular through a conventional broadcast model, and the fourth was closer toa broadcast model than a viral one. &n aside4 the broadcast model does map to a kind of virus E waterEborne viruses like polio,where one person contaminates the water supply and everybody else is infected from that one source. owever, it is not the

personEtoEperson model that is the conventional shorthand for viral marketing.2

PRACTICES OF VIRAL MAR4ETING

Ironically enough, according to 6ard 788847B2 and 6ilding 788/4/2, marketers can never purposely create a viral campaign thathas even a fraction of the success that unplanned spreading has. This is because viral marketing is more about serendipity than

planning, -ust as in the case of wordEofEmouth marketing. Therefore, it is important to realize that one cannot engineer viralmarketing. 6ard notes that one can try to create a message worthy of passing along, but seeding the message and what happensafter seeding are two very different things. The standpoint of this discussion is therefore because marketers can create messages,

but cannot determine their distribution spread. This, however, cannot eclude the fact that marketers can, through carefulselection, determine to whom initial messages must be targeted; bearing in mind that what happens with the messages afterwardscannot be influenced. #iral ob-ects become true viral ob-ects the moment a person forwards it to someone else.

&ccording to Intrapromote 788/4G2, viral ob-ects must be designed to appeal specifically and uni*uely to a target market. The keyis to introduce these viral ob-ects into digital networks in a manner unlike spam. #iral ob-ects should be in line with the digital

spirit of sharing items of particular affinity within a given community, for eample a contribution to an ongoing discussion in anonEline forum. It should not be an unwanted interruption, which is the case with most advertising. "asmusson 78884/J2 isconvinced that the success of viral marketing is tied to three things4

The nature of the company(s industry;

The onEline tenure of the audience; and

The topic of the message. Marketers must realize that viral marketing is a digital phenomenon that cannot be created with

an analogue strategy, due to the method through which the message is spread intrapromote2.

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#iral marketing is etremely attractive to startup ventures with a limited marketing budget, since it costs very little but stilldelivers astounding results in a very short period Nucifora 78884712. &zeez 788/4/2 states4 (3undamentally, advertising andmarketing budgets no longer stretch as far as they used to, and the perceived savings by going viral are too attractive to ignore.(

Many marketer therefore try to implement viral marketing (campaigns(, but fail to realize that one can only influence the messageand determine to whom it should be delivered initially.

In addition, viral marketing can have a reverse effect. "ecipients of eEmail perceived as spam a pe-orative reference for unsolicited eEmail2 could vent their opposition to thousands of users in public newsgroup forums and friends on eEmail lists,thereby *uickly generating negative publicity for the organization. Marketers must therefore realize that unsolicited eEmail, a goodeample of what is perceived as a viral marketing campaign, shifts the burden of selectivity from sender to recipient. owever,trauss and 3rost 788/47F12 point out that marketers should remember that all unsolicited eEmail is considered spam but, -ust aswith direct mail, when the eEmail is appropriate and useful to the recipient it is welcomed, unsolicited or not.

&ccording to 3anousEamaan /0004702, another potential downside of viral marketing is the possibility to alter the content of themessage before it is passed on. #iral marketing therefore works best with fied content for eample software downloads2 than

In&erna&'onal Journal o **l'e+ Ser'ce- Mar.e&'n/ Per-*ec&'e- Peo&&a'&e Journal-./7B 5 a g e




with written messages where the recipient can easily modify the content. 5ossibility to alter the content of the message before it is passed on. #iral marketing therefore works best with fied content for eample software downloads2 than with written messageswhere the recipient can easily modify the content. 3adhley 78884/F2 stresses that viral marketing can only be successful if the

benefit of receiving a communication message is significantly greater than the nuisance or cost of passing it on. &ccording to>aniels 788/4/72, the challenge for marketers is to make their marketing messages interesting enough for people to want tospread it. & carefully designed viral marketing (strategy(, where people can spread information easily, could ripple out rapidly.

Hnce it has been -umpEstarted, as supported by Metcalfe(s law. Hne obvious problem with viral marketing is that it appears to bean open invitation to spammers. Therefore, according to 6allace 78884/72, credibility becomes even more of a factor given thecurrent public mistrust in unsolicited eEmail. owever, )annan 78884782 confirms that viral marketing has the inherent benefit of the recipient recognizing the name of the person who forwarded the message.

Hwing to this reason, it is increasingly common for optEin lists to remind users that they are not being spammed. This is done byincluding a disclaimer at the beginning of the message that reminds recipients that they are receiving the message because of anearlier re*uest to be notified. )esides this, marketers must remember that their messages must also contain an option for users to

be removed from the list optout2. Hnly after this can viral marketing really come to life. True viral marketing only starts whenconsumers spread the message on their own.

CONCLUSIONS

It seems that viral marketing is an old idea nothing else than wordEofEmouth2 that has been greatly revitalized by the speed andagility of digital resources, including the 6eb and mobile phones. owever, marketers must realize that these digital means

provide a way to do better, faster and sometimes even cheaper wordEofEmouth marketing than could ever have been done before.

#iral marketing is probably the best definition for the concept and, in a way, can be considered a new buzzword. It is importantfor marketers to realize the potential of viral marketing compared to wordEofEmouth. Integrated properly with traditionalmarketing techni*ues, viral marketing definitely is a concept marketers must eplore. It is important for marketers to realize thatviral marketing is a doubleEedged sword, since the word it spreads can be either positive or negative, depending on the situation.6hile viral marketing is one of the fastest growing segments of digital marketing, tracking results can be problematic and costly.Hbviously, if one cannot track the results of a campaign, it is useless. till, the potential reward of viral marketing is so much

bigger than wordEofEmouth marketing that it cannot even be compared.

#iral marketing is a powerful theory, taking the principle of permission marketing to an etreme. It attempts to harness thestrongest of all consumer triggers O the personal recommendation. In the digital age, it might well be possible to includeconsumers in marketing and let them spread the word to millions around the world. owever, companies that pursue this tacticshould remember that it is no miracle cure for their marketing ills. &t best, it is a way to support a broad marketing programme. &tworst, it is an awful little bug spread by desperate marketers and their unsuspecting consumers.

REFERENCES

1. 5eer "eviewed &rticle #iral marketing4 a powerful, but dangerous marketing tool .). :lopper >epartment of )usiness Management "and &frikaans %niversity hbk?eb.rau.ac.za

7. &zeez, 6. 788/. 6ill viral marketing become an epidemicS New Media &ge. HnlineU. &vailable6664http4DDwww.infotrac.london.galegroup.com.

9. )anna, :.. 7888. It(s catching viral marketing2. Mediaweek /8792478. HnlineU. &vailable 6664http4DDwww.infotrac.london.galegroup.com.

G. Coupey, !. 788/. Marketing and the Internet4 conceptual foundations. %pper addle "iver, New ersey4 5renticeEall.

F. >aniels, . 788/. #iral marketing4 how to achieve your ob-ectives. Marketing Mi /0B24 /7.

B. :elly, !rin. QThis Is Hne #irus =ou 6ant to pread.Q For&une Ma/a'ne. November 71, 7888.

1. Mount, Ian. Q!bola. mallpo. Christina &guilera.Q 7com*any No. Hctober 78/8.

J. Murphy, Claire. Q&re Consumers "esisting #iral &dsSQ Mar.e&'n/ . &ugust 9, 7888.

0. Neuborne, !llen. Q#iral Marketing &lert[Q ;u-'ne-- Dee. . March /0, 788/.

/8. "asmusson, !rika. Q#iral Marketing4 ealthier Than It ounds.Q Sale- an+ Mar.e&'n/ Mana/emen& . une 78/8.





//. "osen, !manuel. 5he na&omy o ;u: o &o 8rea&e Dor+"o"Mou&h Mar.e&'n/ New =ork4 >oubleday, 78/82.

1%. Michael 3itzgerald and team member,big idea digital transformation blog2 article 4 viral marketing a myth India 78/G2

STRATEGIES FOR ENHANCING STUDENT’S OB PLACEMENT

S.I0aaraja6

ABSTRACT

In this globalised world, everything is envisaged as a challengeable task and in the entry of many multinational companies; plenty of -ob opportunities are thrown out in the country but in lieu of it, there are also increasing state of unemployment inthe country. Millions of students pass out their studies every year but most of them are not being placed in the -ob, which suitsthem. This paper eamines the possible solutions that can be taken into view so that the institution and the industry can co-oinand stimulate to the successful placement for their students during the college year. This paper also identifies the gaps for the

bridging up the relationship between the industry and the institution to have -ob placement for the students.

KEY&ORDS

Ind'()r Need(- In()#)')#*na0 S'*r)- Ind'()r In()#)')#*n In)er+a,e e),.

INTRODUCTION

The country+s future as an economic superpower lies in taking advantage of the demographic boom. igher education sector hasto respond with dynamism to keep pace with -ob creation, while industries are evincing interest to enter into tieEups with urban

institutions, similar association must also be strengthened with their college students, where great talent lies undetected taff reporter, The indu, 788J2.

o mastering these talents into productive results in which the *uality depends upon the institutions and the degree of the personalinvolvement of the students. In today+s scenario, placement is the buzzword. The opportunities for graduates and post graduates invarious sectors have increased tremendously, especially for engineering students. &fter the globalization, everything is widened;there is a greater need for nonEtechnical acumen than technical.

38"esearch cholar, >epartment of Management tudies, Manonmaniam undaranar %niversity, Tamil Nadu, India,

rathnailayara-a?yahoo.com

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%niversities and industry have been collaborating for over a century, but the rise of a global knowledge economy has intensifiedthe need for strategic partnerships that go beyond the traditional funding of discrete research pro-ects. !cellent researchuniversities are at the forefront of pioneering such partnerships cience )usiness Innovation )oard, 78/72. &cademiaEindustryinterface could be defined as a collaborative arrangement between academic institutions and business corporations towardsachievement of certain mutually inclusive goals and ob-ectives @opal, 78/82. &s said by ughes 78872 !mployment plays thecentral and pivotal role in adult life.

Institutions organize onEcampus and offEcampus placements and -ob fairs by pooling students from various institutions, companiesthat recruit students in large numbers. owever, many graduates are not able to get through the recruitment process and -obs.Current technological and economic changes have created a challenging contet for students.

The difficulties facing manpower are greater in comparison to the machines. The management studies accord high priority. 3or problems relating to manpower, many industries need human talents to intuit the manpower in their organization, thus givingmore importance to the masters in business administration.

Maidment 78892 identified recent recognition of workplace learning from within the %niversity sector, which has resulted inmore emphasis being placed a field eperiences than in course curriculum across a range of disciplines. & number of problemsthat students face suggest that the need for additional opportunities both before and during the placements to engage with materialon safety in the field, and ways to deal with workplace stress and conflict. The recent moves from universities to embrace industry

based learning, clearly has implications for funding support made available to students undertaking this type of education. 'argeinteraction between Technical institutions and industry is the need of the hour.

The -ourney of cooperation between industry and academic institutions has taken different forms at different times. istorically, itstarted with simple interaction and gradually evolved to very close partnership over time. & productive interface betweenacademia and industry is a critical re*uirement for inclusive growth, as additional employment leads to @>5 growth 6orld!conomic 3orum, 78802.

• Industry Needs KideasL. It has funds, but has chronological limitations. It has Mind of =esterdayoutmoded concepts.

• Institutes Need K3undsL. They have Time, !pertise and can provide ideas. They have Mind of Tomorrow.

• )ringing them together gets us, Today.

Collins 788J2 suggested that, one of the things that needs to be brought into our education system is a lot more emphasis oninnovation, research and development, entrepreneurship, and creative design because no engineering development is ever going tohit the market unless creative design goes into it. There has to be a focus on engineering education where one need not simply talk about the pedagogy of education, but instill in the students that they have to be -ob creators and not -ob seekers.

!ntrepreneurship is a real time successful heroism, which can be intuited by encouraging the human talents. Not everyone can

become an entrepreneur. Therefore, they can prepare themselves to fight in this competition. Cutthroat competition keeps onincreasing day by day. tudents have to module themselves to seek -ob in the placement itself.

WHAT INSTITUTION PROVIDE@

!very year lakhs of engineering graduates pass out from the colleges. owever, the employment opportunities are comparativelylower than anything, in analyzing it the real cause ought to be envisaged in the colleges only. The institutions in the currentscenario provide only a limited eposure to the outside world. &ll that happens are classroom lectures and they are only runningaround the bush.

The institutions are fully focused on their curriculum in key to academics, where the reality in the syllabus is not what meets theeye. Therefore, the problem lies in the content of the curriculum.

The )Eschools and other professional institutions teach the goingsEon in the industry but fail to stimulate the students in the present scenario.

WHAT THE INDUSTRY NEEDS@

In this globalised world, competition is intense and rising in magnitude. o for effectively dealing with this competitiveness andto solve their engineering problems, they look up now to engineering Institutions. imilarly, the institutions are focused onenvisaging the engineering students for -obs in the multinational companies, by eposing them to newer technologies andengineering methodologies and the industries are demanding business administrators who would be pillars for their handling of the industries in the path of success.

Turmeau /0J/2 reveals that manufacturing industries lacks competent engineers. There is the need for engineers in industries tofacilitate eploitation of the technologies. There is the need to provide education to engineers, which will ensure satisfaction over their career span.





!ven years ago, persons with ecellent technical skills were re*uired by industries. Now, talented and high knowledge studentsare needed. There should be always a winEwin situation, so that the students and the companies are mutually benefited.

&s a student, i.e., the individual must also be updating themselves and match the industry by gaining knowledge from theinstitutions. Thus it is an III Triple I2 concept.

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THE GAP ANALYSIS

Institutions must eecute a proper action for sophisticating the growth in the modern aspects. &bsence of eposure to the real

situation in industry is a weakness with students today. The solution lies in the change in curriculum, eposure of industrialatmosphere to engineering students and subse*uent placement of young graduating engineers in industries across the country.These ob-ectives can only be achieved well by bridging the gap between industry needs and the academic institutions.

Change is the only thing that never changes. Thus, it is very necessary to identify the growing changes and ensure changes for adapting to the real world.

If you always do what you always did, you will always get what you always got. . M*$( Ma!0

STRATEGIES TO BRIDGE THE GAP

& problem is half solved when it is well defined. )y identifying the gaps in the epectations of the industry and the knowledgewith the students, a program should be formulated. The strategies that can be followed by the institutions for the success of thestudents and to ensure the college reputation to have the -ob placement in industries are discussed below4

C$rri!$l$m D"+"lpm"n)

• The first and foremost thing to be noted is that the change in the curriculum, particularly the technical courses more

relevant to the industrial practices, To bring industry closer to the academic and viceEversa. )y the 5articipation of eperts from industry in curriculum development.

• 3or the postgraduate students the real cases and other simulations can be given as a part of their studies, instead of

normal theories.

Training Prgram(

• !nrich the teaching, learning process through identified industrial training. 5ractical training for students in industries

can also be given.

• The students are to be trained in epectations of the industrial demand and not in specific to a company demand.

• Inviting industry eperts for guest lectures, seminars and epertise sharing. 'ike encouraging engineers from industry to

visit engineering institution to deliver lectures.• The institutions could encourage the training agencies like &>!, CC&T and others to help the students to fight against

the hectic competitions in every aspect in life.

• In recent years, various associations epect the young minds to generate ideas through successful programs like MM&

and other associations.

In#$()rial Vi(i)

• Institutions can organize industrial visits by students.

• Identifying the opportunities for student pro-ect work in Industries.





• )y knowing what is happening in the industry, the business environment can be recognized by the students so that they

can prepare themselves for industry epectations.

Ori"n)a)in

• tudents should be given a proper orientation during their first year itself, as they can get a clear vision for their future.

• Making the orientation work is very important, if it is to be effective. tudents must know what they are, where they are

and what they can. %seful orientation and motivation should be given to the students.

M"#ia

• In this everEchanging scenario, media pave a vital role in eposing the happenings around the world.

• #arious channels telecast the virtual situations in the business world. #arious programs are covering the sensational

news and conduct live shows in helping the people to know about the current market.

Fa!$l)' 2In()i)$)in3 an# S)a,, 2In#$()r'3 E6!&ang"

• The real success lies not only in arranging industrial training for students; it should be even scrutinized to the faculty

members. &s the faculty who plays a ma-or role in shaping the students also to be trained and oriented towards the needof the industries.

• #isits of faculty to industry for study and discussions or delivering lectures on sub-ects of mutual interest.

• Industry personnel and faculty members can interact so that the faculty can sense this to the students and focus than to

the key area needs.• Hrganizing workshops, conferences and symposia with -oint participation of the faculty and the industries. &nd having

-oint research programmes and field studies by faculty and people from industries.

Pr)al(

• Invent and reinvent is the ongoing concept in today+s world. Therefore, updating oneself is very important. There are

various virtual learning portals where the present market conditions and the current happenings could be updated so thatthe students can understand and utilize that information and formulate the re*uired actions.

• In general, a portal should be constructed with information on the happenings in and around the business world. Till

such time there is no portal which makes an easy access. o, a proper portal can be regulated by updating the currentscenario.

R7D

• "esearch and development activities with industry assistance.

• Hne of the popular and effective practices that are being held is of the pro-ects undertaken in the industry by students.• To take up -oint "esearch P >evelopment pro-ects with the industries, the institutions can initiate five innovative

student pro-ects each year for new innovative product development.

Impr+ing S,) S.ill(

• To organize )usiness 5lan Competitions every year, promote creative thinking and develop communication, marketing

and management skills.

"ao 788B2 re*uested the &ICT! and other organizations concerned with engineering education to seriously think aboutengineering practices, overhauling the curriculum, changing the pedagogy and addressing the problems of the faculty. e said,K=ou cannot transform engineering education without transforming your facultyL. Meritorious students should be identified anddeveloped to reputed universities abroad to do research and come back and teach in India. 5riority should also be given togiving rewards for educational innovations.

The government also contributes for the successful and it offers various financial aids to the needy persons. IITM and its alumni propose to set up a "P> 5ark for promoting "P> industry working with institutes on the model of tanford "esearch 'ab whereit would promote entrepreneurship and enable startEups. In part of it the government has inEprinciple granted /8 acres of land inTaramani.

CONCLUSIONS

5icking up the right choice from the available opportunity is a brilliant note to a successful career path. Many portals help thestudents for their placements. "atedprofiles.com is an online career management portal for the students and professionals, varioussimilar portals have been established to update and to find the right path. There are various programs that are conducted by wellEreputed institutions like KCampus ConductL by TC, K!mpower 5rogramL by CT, etc., and I)M is also conducting training




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