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International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 1
^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu
(t;iqj ds mIkHkksDrkvksa dk v/;;u)**
“UPBHOKTA BRAND PASAND VYAVHAR : NAHANE KE SABUN
(JAIPUR KE UPBHOKTAO KA ADHYAYAN)”
jktLFkku fo”ofo/kky; t;iqj, dh ih,p.Mh. mikf/k (o"kZ-2003) ds fy, Lohdr 'kks/k-izcU/k-
^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu
(t;iqj ds mIkHkksDrkvksa dk v/;;u)**
MkW -vk“kk jkuh MkW- eukst dqekj “kekZ
'kks/k-funsZ”kd 'kks/kkFkhZ
O;kolkf;d iz”kklu foHkkx O;kolkf;d iz”kklu foHkkx
jktLFkku fo”ofo/kky; t;iqj jktLFkku fo”ofo/kky; t;iqj
O;kolkf;d iz'kklu foHkkx
jktLFkku fo”ofo/kky; t;iqj
(2003)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 2
izek.k&Ik=
O;kolkf;d iz'kklu foHkkx
jktLFkku fo'ofo/kky;] t;iqj
izekf.kr fd;k tkrk gS fd jktLFkku fo'ofo/kky;] t;iqj
ds Nk= Jh eukst dqekj 'kekZ us ^^miHkksDrk czk.M ilUn O;ogkj
% ugkus ds lkcqu (t;iqj ds miHkksDrkvksa dk v/;;u)** fo"k;
ij y|q 'kks/k izLrqr fd;k gS vkSj ;g buds ekSfyd iz;klksa dk
ifj.kke gSA
MkW- vk'kk jkuh
'kks/k- funsZ”kd ,lksf'k,V izksQslj
O;kolkf;d iz'kklu foHkkx
jktLFkku fo'ofo/kky;] t;iqj
t;iqj fnukad %2003
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 3
DECLARATION
Business Administration Department
University Of Rajasthan
Jaipur
I declare that the work done in this thesis
entitled - UPBHOKTA BRAND PASAND VYAVHAR :
NAHANE KE SABUN (JAIPUR KE UPBHOKTAO KA
ADHYAYAN)” by me is an original work and has not
been previously submitted for any other degree in this
or any other University I Institution.
Dr.Asha Rani Manoj Kumar Sharma (Supervisor) (Research Scholar)
Business Administration Deptt. Business Administration Deptt.
University of Rajasthan University of Rajasthan
Jaipur Jaipur
Enroll.No. :2000/43069 REG. No. 603/2001 AWARD) t;iqj fnukad %2003
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 4
;g iqLrd esjs ije~ iwT; xq:oj]
MkW- vk”kk jkuh xqIrk&MkW- dkes”oj th
,oa esjs ekrk&firk
Jherh lhrk “kekZ&Jh vkse çdk”k th
ds dj deyksa esa lefiZr gSaA
esjs ekxZn”kZd Hkzkrk Jh fnyhi “kekZ
,oa çsj.kkL=ksr Jh çse ;kno]
jkts”k ;kno] lksuh ;kno] uhyw ;kno]
çse esVy oDlZ] fHkokM+h dk fo”ks"k :i ls vkHkkj
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 5
;nk ;nk fg /keZL; XykfuHkZofr HkkjrA
vH;qRFkkue/keZL; rnkRekua ltkE;ge~ AA
ifj=k.kk; lk/kwuka fouk”kk; p nq’drke~ A
/keZlaLFkkiukFkkZ; lEHkokfe ;qxs ;qxs AA
Jhen~Hkxor~xhrk (IV. 7/8)
Whenever there is
Decline of righteousness,
And rise of unrighteousness,
I incarnate myself
To protect the virtuous
And to destroy the wicked,
From Age to Age.
Geeta (IV. 7/8)
jktLFkku fo”ofo/kky; t;iqj, dh ih,p.Mh. mikf/k (o"kZ-2003) ds fy, Lohdr 'kks/k-izcU/k-
^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu
(t;iqj ds mIkHkksDrkvksa dk v/;;u)**
“UPBHOKTA BRAND PASAND VYAVHAR : NAHANE KE SABUN
(JAIPUR KE UPBHOKTAO KA ADHYAYAN)”
Enroll.No. :2000/43069
REG. No. 603/2001
(AWARD) O;kolkf;d iz'kklu foHkkx
jktLFkku fo'ofo/kky;] t;iqj
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 6
Dr.Manoj Kumar Sharma
ASSISTANT PROFESSOR
S.P.U.[PG]COLLEGE
FALNA [PALI]
Name : Dr.Manoj Kumar Sharma
Date of birth & Place : 03-oct. & Ajmer
Edu. Qualification : M.Com.(Bus. Admn.), (EAFM), (ABST), M.Phil.,
Ph.D.(Bus.Admn.), PG Diploma in HRM,
M.A.(Sociology), (Philosophy), (Pub.Admn.), B.Ed
Doing D.Lit. (Commerce) From South Affrica
Teaching College :* Sri Dungargarh College (Bikaner).
* S.S.B. PG College (Jaipur).
* Smt. S.D.M. PG Girl’s College, Bhilwara.
* B.M.K. PG College, Bhiwadi (Alwar).
* S.P.U. PG College, Falna (Pali).
Achievement :* University Gold Medalist Award by
Persident of India (Smt. Partibha Patil).
* Paper Presented in the International & National
Conference Sponsored by UGC,New Delhi.
* Article Published in the International & National
Journals & Books.
* Membership of ICA (Reg. No.-206)
* Membership of Research Journal of Management
(REG.NO:6433XVI ENG)
* Research Supervisor & Guide (Ph.D.&.M.Phil.) in Many
University
Other Published Books :* BUS. REG. FRAME WORK
*BUS. LAW
*PRINCIPLES OF MODERN MANAGEMENT
*CONSUMER BEHAVIOUR
* CONSUMER RESEARCH *MANAGEMENT CONCEPTS
*VYAVSHAYIK VINIYMAN KI ROOPREKHA
*MODERN BUSINESS LAW
* CONSUMER SURVEY
***********
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 7
izLrkouk
( Preface )
orZeku rhoz izfrLi}kZRed ;qx esa izR;sd O;olk;[email protected]ÙkkZ ds fy;s egRoiw.kZ ,oa
loksZifj dk;Z gksrk gS xzkgdksa ds ckjs esa iw.kZ tkudkjh izkIr djuk D;ksafd leLr O;kolkf;d fØ;kvksa
dk dsUnz fcUnq xzkgd gksrk gSA foi.ku vuqla/kkudÙkkZ@ 'kks/kkFkhZ ds fy;s miHkksDrkvksa ds O;ogkj dk
v/;;u foi.ku dh nf"V ls ,oa lkekftd nf"V ls vR;Ur gh egRoiw.kZ dk;Z gSA czkaM dh ilUn
miHkksDrkvksa ds O;ogkj dk ,d egRoiw.kZ vax gS ftlls ge ;g irk yxk ldrs gS fd cktkj esa
miyC/k czk.Mksa esa ls loksZifj dkSu lh gS ,oa D;ksa gS? orZeku le; esa fuekZrkvksa@mRikndksa ds }kjk
fuR; ubZ fofHkUu oLrq,a vusd czk.Mksa ds ek/;e ls miHkksDrk rd igaqpkbZ tk jgh gS] lkcqu Hkh mUgha
esa ls ,d gS] ftlds lanHkZ esa vusd dEifu;ksa us Lo;a dks LFkkfir dj fy;k vkSj dqN izos'k dj
jgh gSA
gj [kklksvke dh fnyh reUuk gksrh gSS fd mldh ilUn yktokc gks vkSj lkcqu ds ekeys esa
rks ;g ckr dqN T;knk gh ek;us j[krh gSA ilUn dks lcls T;knk izHkkfor djrh gS czkaM uke]
'kk;n ;gh otg gS fd yDl] fujek] MsVkWy] ih;lZ] jsDlksuk vkfn ukeh czkaM flj p<+dj cksy jgs
gSA ,slk gksuk ykteh gS] D;ksa fd gekjs ;gk¡ czkaMsM oLrqvksa dh viuh vyx igpku gSA lkekU;r%
czkaMsM lkcqu miHkksDrkvksa dh igyh ilUn cuus dk dkj.k ;g Hkh gS fd czkaMsM oLrq,¡ thou Lrj rks
c<krh gh gS lkFk esa xq.koÙkk dh nf"V ls Hkh csgrj gksrh gS] bl ij ;fn lkslk;Vh esa czkaM uke dh
laLdfr gS] rks fQj bldk mi;ksx djuk etcwjh cu tkrh gSA Hkys gh lkcqu dh dher dqN T;knk
gks ysfdu xq.koÙkk mÙke gks rks dher ls Hkh le>kSrk fd;k tk ldrk gSA igys yksx ekurs Fks fd
ftrus iSlksa esa ,d czkaM uke lkcqu [kjhnh tkrh gS mrus esa rks pkj LFkkuh; lkcqu vk tk,xh]
ysfdu /kkj.kk cny jgh gSA okLro essa miHkksDrkvksa dk Ø; fu.kZ; ges'kk dbZ rRoksa ls izHkkfor
gksrh gS tks fd vU; czkaM dh vis{kk ,d fo'ks"k czkaM dh oLrq Ø; djus ds fy, izsfjr djrk gSA
vr% 'kks/kkfFkZ;ksa ,oa foi.kudÙkkZvksa ds fy;s ;g ,d vPNk fo"k; gS ftlesa fujUrj 'kks/k dh
vko';drk gSA bUgha lHkh igywvksa dks /;ku esa j[kdj ^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds
lkcqu (t;iqj ds miHkksDrkvksa dk v/;;u)** fo"k; dk p;u 'kks/k ds fy;s fd;k x;k gS] rkfd
foi.ku {ks= esa Hkfo"; ds fy, vk/kkj rS;kj dj ldsaA
^^miHkksDrk czkaM ilUn O;ogkj% ugkus ds lkcqu (t;iqj ds miHkksDrkvksa dk v/;;u)** fo"k;
ij vuqla/kku & dk;Z djus ds fy, lEiw.kZ v/;;u dks N% v/;k;ksa esa foHkkftr fd;k x;k gS] ftlesa
ifjp;] vuqla/kku dk;Z & fof/k] mÙkjnkrkvksa dh :ijs[kk] izR;qÙkjksa dk fo'ys"k.k] ifjdYiuk dh tk¡p
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 8
rFkk fu"d"kZ dks lfEefyr fd;k x;k gSA izLrqr v/;k; t;iqj ds fofHkUu miHkksDrkvksa dks /;ku esa
j[kdj fd;k x;k gSA izR;sd iz;kl esa t;iqj ftys ds lHkh oxZ vk;q] fyax] oSokfgd fLFkfr] f'k{kk]
O;olk; rFkk vk; ls lEcaf/kr miHkksDrkvkas dks 'kkfey fd;k x;k gSA
izFke v/;k; ifjp; ls lEcaf/kr gS ftlesa lkcqu czkaM dh i"BHkwfe] Ø;&izfØ;k] O;olk; ,oa
miHkksDrk ojh;rk] Ø;&izsj.kk;sa] Ø; O;ogkj dks izHkkfor djus okys ?kVd] czkaM ilUn ,oa miHkksDrk
O;ogkj] Øsrk O;ogkj ds fl}kUr rFkk Hkkjrh; lanHkZ esa miHkksDrk Ø; O;ogkj vkfn dk lekos'k
fd;k x;k gSA
f}rh; v/;k; vuqla/kku dk;Z&fof/k ls lEcaf/kr gS] ftlesa lEiw.kZ vuqla/kku dk;Z&fof/k dks
ekSVs&rkSj ij nks Hkkxksa esa ckaVk x;k gS% izFke] lEiw.kZ vuqla/kku ifj;kstuk ds fy, izkjfEHkd
vuqla/kku] ftlds vUrxZr lkekU; vUos"k.kkRed dk;Z ,oa v/;;u {ks= ls lEcaf/kr O;fDr;ksa ds lkFk
izkjfEHkd lk{kkRdkj dk lekos'k fd;k x;k gSA f}rh;] ifj;kstuk dk vfUre fu;kstu vkSj
dk;kZUo;u ls lEcaf/kr gS ftlds vUrxZr ifjdYiuk dk fuekZ.k] leadkas dk ladyu djus ds fy,
rkfydk dh rS;kjh vkSj iwoZ&ijh{k.k] izfrn'kZ izjpuk rFkk v/;;u dh lhek,¡ vkfn dk lekos'k fd;k
x;k gSA
rrh; v/;k; mÙkjnkrkvksa dh :ijs[kk ls lEcaf/kr gS ftlesa fofHkUu lewg okys miHkksDrkvksa
dks 'kkfey djrs gq, mUgsa vk;q] fyax] oSokfgd & fLFkfr] f'k{kk] O;olk; rFkk vk; ds vk/kkj ij
oxhZdr fd;k x;k gSA bl v/;k; esa mu miHkksDrkvksa dh :ijs[kk izLrqr dh xbZ gS ftudk
lk{kkRdkj fd;k x;k gSA
prqFkZ v/;k; izR;qÙkjksa dk fo'ys"k.k ls lEcaf/kr gS ftlds vUrxZr v/;;u {ks= esa lfEefyr
t;iqj ds miHkksDrkvksa }kjk tks mÙkj izkIr gq, mudk fo'ys"k.k dj mUgsa izfr'kr ds vk/kkj ij O;Dr
fd;k x;k gS] tks rrh; v/;k; esa 'kkfey fd, tkus okys oxhZdr miHkkssDrkvksa ls lEcaf/kr gSA
iape v/;k; ifjdYiuk dh tk¡p ls lEcaf/kr gS ftlesa bl lR;rk dks tk¡pk x;k gS fd
ftl ifjdYiuk dks vk/kkj ekudj vuqla/kku dk;Z fd;k x;k gS og lgh gS vFkok ughaA bl gsrq
lkaf[;dh; ijh{k.k fd;s x, gSA
"k"Be v/;k; v/;;u ds fu"d"kZ ls lEcaf/kr gS ftlesa iape v/;k; esa lkaf[;dh ijh{k.k
}kjk ftu ifjdYiukvksa dks vLohd`r fd;k x;k gS] muls lEcaf/kr fu"d"kZ dks izLrqr fd;k x;k gSA
v/;k; ds vUr esa vuqla/kku ds fy, {ks= dk lekos'k fd;k x;k gS tks Hkfo"; ds fy, vk/kkj rS;kj
djus esa egRoiw.kZ Hkwfedk fuokZfgr djsxkA
lEiw.kZ v/;k; ds vUr esa ifjf'k"V dks lfEefyr fd;k x;k gS ftlds vUrxZr lkjka'k,
vuqlwph ,oa lanfHkZdk lfEefyr gSA
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 9
vuqla/kku ds nkSjku vusd dfBukbZ;ksa dk vkuk LokHkkfod gS] ftuds vius dqN dkj.k lnSo
gksrs gS fQj Hkh iz;kl ,oa ifjdYiuk vk/kkfjr rF;ksa dh tk¡p dj mUgs izLrqr fd;k x;k gSA bl
rjg ls tks izfØ;k viukbZ xbZ og ml le; vkSj lk/kuksa ij fuHkZj djsxh tks ,d vuqla/kkudÙkkZ ls
nwljs vuqla/kkudÙkkZ ds fy, vyx&vyx gks ldrh gSA orZeku ifjizs{; esa ;g v/;;u u dsoy
lkcqu dEiuh ds fuekZrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g cktkj vuqla/kkdÙkkZvksa vkSj forjdksa
ds fy, Hkh ykHkizn gksxkA t¡gk rd lEHko gks ldk ;g iz;kl fd;k x;k fd v/;;u vf/kd
izHkko'kkyh ,oa lR;rk ds fudV gksA
bl ikB~;&iqLrd dks rS;kj djus eas izR;{k ,oa ijks{k :Ik ls vusd fo”ofo|ky;ksa ds f”k{kkfonksa]
izksQsllZ] dkWyst izk/;kidksa] lkekU; fo|kFkhZ] pkVZMZ ,dkm.Vs.V~l] izcU/kdksa] O;kikfj;ksa] okf.kfT;d
laLFkkuksa ds fopkjksa ,oa lq>koksa dks /;ku esa j[kk x;k gSa] ftuesa MkW- vk”kk jkuh] jktLFkku
fo”ofo|ky; t;iqj] izks- vkj-ds-p.Md] izks- ,l-,y-'kekZ] izks- ,e-ih-cUly] izks- uohu ekFkqj jktLFkku
fo”ofo|ky; t;iqj] MkW- vpZuk frokjh] jktdh; dU;k egkfo|ky; vtesj dk uke fo”ks’k :Ik ls
mYys[kuh; gSaA eSa vius ekrk&firk Jherh lhrk “kekZ& Jh vkse izdk”k th] Jh fnyhi “kekZ ¼Hkzkrk½]
ehuk “kekZ] LohVh “kekZ ¼cfgu½] rFkk izse esVy fHkokM+h ds Jh izse ;kno] jkts”k ;kno] lksuh ;kno]
uhyw ;kno ,oa ekbdzks QkbusUl fjlksZl lsUVj ¼lk/ku] ubZ fnYyh½ ds Jh Vh-,e- ,ysDts.Mj dh
fujUrj izsj.kk ,oa lg;ksx ds izfr vkHkkjh gwa] ftlds ifj.kke~Lo:Ik eq>s iqLrd&ys[ku esa izsj.kk
feyhA
bl iqLrd ds izdk”kd ds lapkyd ,oa lg;ksfx;ksa ds izfr Hkh vkHkkj O;Dr djuk pkgsaxs
ftuds iz;klksa ls ;g iqLrd “kh?kz izdkf”kr gks ldh gSaA eSa vki lHkh ds izfr ân; ds vUr%LFky ls
vkHkkj izdV djrk gwa ,oa fo”okl gSa fd vki lHkh dk Hkfo’; esa Hkh lg;ksx feyrk jgsxkA
dksbZ Hkh iqLrd vius vki esa iw.kZ ugha gks ldrh gSaA iqLrd dks vf/kd mi;ksxh cukus ds
fy, izk/;kidksa ,oa fo|kfFkZ;ksa ls lq>ko lg’kZ vkeaf=r gSaA
fnukad % 2003
eksgu dqUt dkWyksuh] 'kks/kkFkhZ
bUnz dkWyksuh ds ikl] MkW- eukst dqekj “kekZ
icZriqjk ckbZikl] O;kolkf;d iz”kklu foHkkx
vtesj&305002 ¼jkt-½ jktLFkku fo”ofo/kky; t;iqj
nwjHkk’k – 9352523822 Reg. No. 603/2001 E mail- [email protected]
***********
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 10
fo"k; lwph
v/;k; fooj.k i"B la[;k
I. ifjp; 11-46
II. vuqla/kku dk;Z&fof/k 47-62
III. mÙkjnkrkvksa dh :ijs[kk 63-90
IV. izR;qÙkjksa dk fo'ys"k.k 91-182
V. ifjdYiuk dh tk¡p 183-201
VI. fu"d"kZ 202-214
ifjf'k"V 215-228
(a) lkjka'k
(b) vuqlwph
(c) lanfHkZdk
***********
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 11
v/;k;&I
ifjp;
(1) lkcqu czk.M dh i"BHkwfe
(2) Ø;&izfØ;k
(3) O;olk; ,oa miHkksDrk ojh;rk
(4) Ø;&izjs.kk;s
(5) Øsrk&O;ogkj dks izHkkfor djus okys rRo
(6) czk.M ilUn ,oa miHkksDrk O;ogkj
(7) Hkkjrh; lanHkZ esa miHkksDrk Ø; O;ogkj
(8) Ø; vojks/k
(9) Øsrk bjknksa dk losZ{k.k
(10) Ø; rjhdk
(11) fu.kZ;ksijkUr fookn
(12) vuqla/kku dh vko';drk
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 12
v/;k; & I
ifjp;
(INTRODUCTION)
izLrqr v/;k; esa lkcqu czk.M dh Ik"BHkwfe] Ø; izfØ;k] O;olk; ,oa miHkksDrk ojh;rk] Ø;
izsj.kk;sa Ø; O;ogkj dks izHkkfor djus okys ?kVd] czk.M ilUn ,oa miHkksDrk O;ogkj] Øsrk O;ogkj
ds fl}kUr rFkk Hkkjrh; lanHkZ esa miHkksDrk Ø; O;ogkj vkfn dk lekos'k fd;k x;k gSA
1-i"BHkwfe
(THE BACKDROP)
miHkksDrk mRiknksa dk oxhZdj.k muds iz;ksx ,oa thou dky ds vk/kkj ij fd;k tk ldrk
gSA bl nf"V ls oLrqvksa dks nks Jsf.k;ksa esa fVdkÅ ,oa vfVdkÅ oLrqvksa ds :i esa foHkDr fd;k tk
ldrk gSA ugkus ds lkcqu vfVdkÅ oLrq dh Js.kh esa lEefyr fd;s tkrs gS] blds vfrfjDr ge
bls lqfo/kk mRikn Hkh dg ldrs gSA lkcqu dh vko';drk orZeku esa vfuok;Z gksrh tk jgh gS ftls
fuEu Js.kh ls ysdj mPp Js.kh rd ds O;fDr;ksa }kjk iz;ksx esa yk;k tk jgk gSA izkphu dky esa
O;fDr;ksa dh bPNk,a ,oa vko';drk,¡ lhfer Fkh] vr% og dqN gh oLrqvksa ls vius vki dks lUrq"V
dj ysrs Fks] ysfdu /khjs&/khjs le; esa ifjorZu gqvkA vk/kqfud ;qx xfr'khy ;qx gS] ftlesa izfr{k.k
vusd ifjorZu gks jgs gS] miHkksDrk dh vko';drk,¡ ,oa bPNk,¡ ifjofrZr gks jgh gSA ifj.kkeLo:Ik
O;kolkf;d laxBuksaa dks Hkh mlh ds vuq:Ik ifjorZu] ubZ oLrq,a] uokpkj vkfn djus gksrs gSA lkcqu
ds foi.ku gsrq O;kid foi.ku uhfr dks viukuk gksrk gS] dher Hkh de j[kuh gksrh gS vkSj xzkgdksa
dks czk.M tkx:d cukuk vko';d gks tkrk gSA
lu~ 1981 vkSj 1985 ds chp bu mRiknksa dh ekax yxkrkj c<+rs jgus ds dkj.k dbZ ckj
vkiwfrZ dh deh gks xbZA lu~ 1987 esa lkcqu cukus esa mi;ksx vkus okys rsy vkSj nwljs dPps eky esa
egRoiw.kZ ewY; ifjorZu vk;k vkSj dhersa Å¡ph gks xbZA bl rjg rS;kj lkcqu mRikn ds ewY; esa
dkQh of} gqbZA lkcqu fuekZrk bdkbZ;ksa dh la[;k fnu&izfrfnu c<+rh gh xbZA orZeku esa ;gk¡ dbZ
lkoZtfud {ks= ,oa futh {ks= dh dEifu;k¡ bl O;olk; esa layXu gS] ftuesa fgUnqLrku yhoj fy-]
xksnjst] oh-oh-,Q-fy-]fujek fyfeVsM bR;kfn izeq[k gSA tgk¡ rd ubZ dEifu;ksa dk loky gS os
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miHkksDrkvksa dks vkdf"kZr djus ,oa ekax esa of} djus ds fy, mPp fdLe dh lkcquksa dk fuekZ.k dj
jgh gSA
fgUnqLrku yhoj fyfeVsM 17 vDVwcj 1933 dks eqEcbZ esa ,d dEiuh ds :i esa vfLrRo esa
vkbZ vkSj 27 vDVwcj 1956 dks ,d lkoZtfud fyfeVsM dEiuh ds :i esa ifjofrZr gks xbZA
fgUnqLrku yhoj fyfeVsM dk iqjkuk mRikn gS ^^ykbQckW;** ugkus dk lkcquA bl dEiuh us
^^ykbQckW; xksYM** rFkk ^^ykbQckW; ilZuy** czk.M cukdj VsªfMax vi }kjk mRikn Ja[kyk dks cuk
fn;kA gky gh esa ^^ih;lZ** lkcqu ds dbZ o"kZ iqjkus jax dks cnydj vc gjk fd;k x;kA dkyxsV
ikevkWfyo dEiuh us lu~ 1960 esa vius u;s lkcqu dk ijh{kkRed foi.ku fd;kA lu~ 1985 ds
nkSjku fgUnqLrku yhoj fyfeVsM us ugkus ds lkcqu ^^SKI** dk cktkj ijh{k.k fd;kA lu~ 1986 ds
'kq:vkr esa ^^yDl** lkcquksa dks cktkj esa mrkjk x;k vkSj mls cktkj esa dkQh vPNh izfrfØ;k feyh
vkSj jk"Vªh; czk.M cu x;kA lu~ 1987 esa mfpr ewY; okys czk.M ^^czht** ,oa ^^ykbQckW;** cktkj esa
izLrqr fd, x,A vkt cktkj esa vusdksa lkcqu ns[kus dks feyrs gS ftuesa yDl] fujek] fyjhy] uhe]
t;] fu[kkj] xksnjst uEcj ou] Qs;j ,.M yoyh] flUFkk¡y] tks jkst bR;kfn izeq[k gSA blds
vfrfjDr vusd fons'kh lkcqu tSls%& flYd lkSan;Z lkcqu (nqcbZ)] Dew ÝqV lksi (b.Mksusf'k;k)
vkfn miyC/k gSA lkcqu dh ekax u dsoy 'kgjh {ks=ksa esa cfYd xzkeh.k {ks=ksa esa Hkh ns[kus dks
feyrh gSaA ,d v/;;u ls irk pyrk gS fd 'kgjh {ks= dh rqyuk esa xzkeh.k {ks= dh ekax ugkus o
diM+s /kksus ds lkcqu ds fy, 50 izfr'kr ls vf/kd gSA
izR;sd fuekZrk vius czk.M dks fof'k"V y{k.kksa] u;s&u;s ifjorZuksa] ubZ jhfr&i¼fr dh lgk;rk
ls ifjorZu djus dh dfBu ls dfBu dksf'k'k djrk gS ftlls mUgas ljyrk ls igpkuk tk lds
vkSj Lo;a ds czk.M dk vU; czk.M ls Hksn dj lds] rkfd xzkgdksa ds efLr"d esa ,d fof'k"V Nfo
,oa igpku dks tUe fn;k tk ldsA miHkksDrk ds le{k vusd czk.M miyC/k gksus ds dkj.k og Ø;
fu.kZ; ds le; czk.M dks ilUn djus esa dfBukbZ eglwl djrk gSA bl rjg orZeku esa fuekZrkvksa
}kjk tks O;wg&uhfr cukbZ tk jgh gS] muesa dqN Li"V fØ;kRed y{k.kksa] ewrZ ykHkksa vkSj euksoSKkfud
igyqvksa vkfn ij izdk'k Mkyk tk jgk gSA
izR;sd foØsrk mu rRoksa esa :fp j[kus okyk gksrk gS ftuls Øsrk mlds czk.M dh vkSj
vkdf"kZr gksrs gS] ;g czk.M ds xq.k] dher] jax vkfn rRoksa ij fuHkZj djrk gSA izR;sd fuekZrk ;g
tkuus esa :fp j[krk gS fd miHkksDrk czkaM ilUn O;ogkj dks izHkkfor
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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djus okys fofHkUu rRo ;k dkjd dkSuls gSA izLrqr fun'kZu losZ{k.k ;g tkuus ds fy,
fd;k x;k gS fd D;k fofHkUu dkjd vFkok rRo miHkksDrk czkaM ilUn O;ogkj dks izHkkfor djrs gSA
2- Ø;&izfØ;k
(BUYING PROCESS)
Ø; izfØ;k }kjk Hkh Øsrk&O;ogkj dks tkuk tk ldrk gS vkSj rnuqdwy foi.ku uhfr;ksa@
dk;ZØeksa esa la'kks/ku fd;s tk ldrs gSA Ø;&izfØ;k esa dbZ pj.k lfEefyr gS vkSj ;g ,d
O;fDrxr&euksoSKkfud <k¡ps (vfHkiszj.k] vocks/ku] KkuktZu] fo'okl vkSj eukso`fÙk;ksa dk ;ksx) ls
izHkkfor gksrh gSA Ø;&izfØ;k ds fofHkUu pj.k fuEukuqlkj gS%
(i) vko';drk dk Kku (Need Recognition):
Ø;&izfØ;k okLrfod Ø; djus ds le; ls cgqr igys gh vkjEHk gks tkrh gSA bldk izFke
pj.k vko';drk ds Kku ds lkFk 'kq: gksrk gS] ,slk Kku Øsrk dks Hkhrjh&ckgjh iszj.kk ls izkIr gks
ldrk gSA Hkw[k] I;kl] uhan vkfn ls lEc} vko';drk,¡ Hkhrjh izsj.kkvksa ls iSnk gksrh gS vkSj euq";
budh lUrqf"V gsrq vius iwoZ vuqHkoksa ds vk/kkj ij fuf'pr Js.kh dh oLrqvksa ds izfr >qdko izdV
djrk gSA dbZ ckj O;fDr;ksa dks vko';drk dk Kku ckgjh okrkoj.k ls Hkh izkIr gksrk gSA bPNk ;k
vko';drk ftruh rhoz gksrh gS] og mruh nh?kkZof/k rd cuh jgrh gS vkSj tc rd oLrq u [kjhn
yh tk, rc rd ruko iSnk djrh gSA
(ii) lwpukvksa dh [kkst (Search of Information):
;g Ø;&izfØ;k dk f}rh; pj.k gS] tks oLrq ds okLrfod Ø; ds fy, oLrq ls lacaf/kr
vko';d tkudkjh izkIr djus ds iz;klksa ds lkFk 'kq: gksrh gSA ;fn Øsrkvksa dh vko';drk cgqr
rhoz gS] iwfrZ ls lacaf/kr oLrq fuf'pr gS vkSj iwfrZ L=ksr etcwr gS rks Øsrk rRdky gh ogk¡ ig¡qp dj
vko';drk dh lUrqf"V gsrq [kjhn djsxkA ;fn ge ;g ekudj pys fd vko';drk esa rhozrk gS vkSj
iwfrZ L=ksr Hkh Øsrk dh igq¡p esa gS] fdUrq Øsrk oLrq dk fu'p; ugh dj ikrk gS] ,slh n'kk esa Øsrk
oLrq fu/kkZj.k gsrq vko';d tkudkjh dh [kkst djsxkA
(iii) ewY;kadu O;ogkj (Evaluation Transaction):
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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;g Ø;&izfØ;k dk rrh; pj.k gSA bl pj.k ij Øsrk mudh vko';drkvksa dh iwfrZ dj
ldus okyh oLrqvksa ls lEc} fofHkUu ,df=r lwpukvksa dk fo'ys"k.k ,oa ewY;kadu djrs gS rkfd
Ø; fu.kZ; dh fLFkfr ij igq¡p ldsA O;ogkj esa] Øsrkvksa }kjk
lwpukvksa ds ewY;kadu dk dk;Z fofHkUu rjhdksa ,oa :iksa esa fd;k tkrk gSA orZeku esa
miHkksDrkvksa }kjk oLrqvksa ls lEc} lwpukvksa ds ewY;kadu gsrq vusd ekWMYl Hkh dke esa fy;s tkrs
gSA ;s ekWMYl oLrqvksa dh izkFkfedrk,¡ fuf'pr djrs gSA
(iv) Ø; fu.kZ; (Buying Purchases Decision):
;g Ø;&izfØ;k dk prqFkZ pj.k gSA Øsrk bl pj.k ij ml oLrq dks [kjhnus dk bjknk
izdV djrk gS ftls mlus viuh Ø;&izkFkfedrkvksa esa izFke LFkku fn;k gSA Øsrk ds Ø; bjkns dks
lkekftd ?kVd vkSj vuqekfur Hkkoh fLFkfr;k¡ izHkkfor djrh gSA mRikn Ø; ls xzg.k dh tkus okyh
tksf[ke dh ek=k Hkh Ø; bjkns dks izHkkfor djrh gSA ;fn ,slh tksf[ke de gks rks Ø; bjknk
vis{kkdr cgqr de vFkok fcYdqy Hkh izHkkfor ugh gksxkA
(v) Ø;ksijkUr Hkkouk,¡ (Post Purchase Feelings):
;g Ø;&izfØ;k dk vfUre pj.k gS tks Øsrk dh nf"V ls egRoiw.kZ ekuk x;k gS D;ksa fd
[kjhnh xbZ czk.M dk izHkko Hkkoh [kjhn ij gksrk gS vFkkZr~ mÙkjorhZ czk.M izkFkfedrk dks izHkkfor
djrk gSA ;fn Øsrk [kjhnh xbZ czk.M ls iw.kZr% lUrq"V gS rks ,slh larqf"V mldh czk.M izkFkfedrk
dks lqn<+rk iznku djrh gSA blds foifjr ;fn Øsrk dk vuqHko lq[kn ugh jgk gS rks og Hkkoh Ø;
ds le; czk.M izkFkfedrk ij iqufoZpkj dj ldrk gS vFkok vius izkFkfedrk lewg esa ls ml czk.M
dks lnk ds fy, fudky ldrk gSA
3- O;olk; ,oa miHkksDrk ojh;rk
(BUSINESS AND CONSUMER PREFERENCE)
vk/kqfud le; esa miHkksDrkvksa dh bPNkvksa vFkok vkdka{kkvksa dh iwfrZ gsrq fofHkUu mRikn
vusd jaxksa o 'kSyh esa izLrqr fd;s tkrs gSA vk/kqfud foi.kd O;wg&jpuk }kjk mRikn ds ewyHkwr xq.kksa
dks cuk, j[krs gq, vius mRikn dks nwljs izfrLi/khZ mRikn ls fHkUu cukus dk iz;kl djrk gSA bls
MCY;w- ,yMjlu ^fof'k"V ykHk dh [kkst* dh laKk nsrs gSA1 vr% O;olk; dh lQyrk gsrq
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lexz foi.ku ;kstuk,¡ ,oa uhfr;k¡ xzkgdksUeq[kh gksuh pkfg,A2 dksbZ Hkh nks O;fDr iw.kZr;k leku ugha
gksrs gS] O;fDr vk;] is'ks] f'k{kk] vk;q] :fp] vfHk:fp] ilanxh] jgu&lgu vkfn nf"V ls ,d nwljs
ls dkQh fHkUu gksrs gSA3 ;g tkuuk gh i;kZIr ugha gS fd vusd mRiknksa es ls fdl mRikn dks
miHkksDrk lcls vf/kd ilan djrk gS] ;g tkuuk Hkh ije~ vko';d gS fd miHkksDrk mRikn ds fdu
xq.kksa dks vf/kd ilan djrk gS vkSj fdu xq.kksa dks ukilan djrk gSA4 O;kolkf;d izfr"Bku dh
izcU/k O;oLFkk gsrq mRrjnk;h O;fDr dh miHkksDrk O;ogkj dks le>us esa fof'k"V :fp gksrh gSA
laLFkk ds mRiknd ,oa forj.k ;ksX; lalk/kuksa dks miHkksDrk dh ekax ds vuq:i cukuk izca/kdksa dk
dk;Z gSA ;fn laLFkk fu/kkZfjr mís';ksa dks izkIr djuk pkgrh gS rks mls miHkksDrk vkSj O;kikfjd
laLFkk ds chp ds vkarfjd lEca/kksa dks le>uk pkfg,A mRikndksa dh vk/kqfud ih<+h miHkksDrkvksa dh
vko';drkvksa dh tkudkjh djus esa :fp j[krh gS rHkh os mudh vko';drkvksa ds vuq:i mRikn
fufeZr djrs gSA os ;g eglwl djrs gS fd bl izdkj ds mRikn csps tk, ftlls u dsoy
miHkksDrkvksa dks lUrqf"V feys cfYd fuekZrkvksa dks Hkh ykHk gksA
blds fy, mRikn ds mu fofHkUu xq.kksa dh izkFkfedrkvksa dk oxhZdj.k fuf'pr fd;k tkuk
pkfg, tks fd mRikn esa vko';d :i ls gksuh pkfg,] tSls fd mRikn dk yEcs le; rd
mi;ksxhiu gksuk] fVdkÅiu] Hkkjhiu] vPNh fdLe vkfn dk gksukA tc bl izdkj ds oxhZdj.k dj
fn, tkrs gS rc fefJr y{k.kksa okys mRikn ds vkdkj dk vuqeku yxk;k tk ldrk gSA5 vk/kqfud
vFkZO;oLFkk esa foi.ku izfrLi/kkZ bruh vf/kd vfuf'pr ,oa vfLFkj fØ;k gks xbZ gS fd foi.ku
j.kuhfr dk fu.kZ; djrs le; miHkksDrkvksa dh izkFkfedrkvksa dk ewY;kadu djuk vfuok;Zrk cu x;h
gSA tsEl ,Q- ,xy dk er gS fd miHkksDrk dh izkFkfedrkvksa dk forj.k vkSj miHkksDrk&tula[;k
ds tukafd (Deomographic) dh lkekftd ;k O;kogkfjd y{k.kksa ds lkFk rkjrE; gks tkrk gS
rc ,d ,sls lewg dks vyx djuk laHko gks tkrk gS ftlls foi.ku iz;klksa }kjk ykHk lh/ks gh
dek;k tk ldsA6
4- Øsrk bjknksa dk losZ{k.k
(SURVEY of BUYER’S INTENTION)
tc fdlh ?kjsyw miHkksDrkvksa dh Ø; bPNkvksa ;k bjknksa ds ckjs esa irk yxkus dk iz;kl
fd;k tkrk gS rc vusd leL;k;sa lkeus vkrh gSA izFke mudk fo'oluh; lk{kkRdkj vkSj fun'kZu
,d cgqr gh dfBu vkSj [kphZyk dk;Z gSA tSlk fd v/;;u Li"V djrs gaS fd miHkksDrk dh Ø;
bPNk esa vfLFkjrk vkSj cktkj esa miyC/k fofHkUu fodYiksa ds izLrqr gksus ij Ø; ilanxh dh
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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vleFkZrk bl iwokZuqekfur rduhd dh mi;ksfxrk dks izfrcaf/kr djrh gS vkSj mRiknksa dh Åaph
dherksa o nh?kZdkyhu ;kstukvksa dh mi;ksfxrk dks Hkh lhfer djrh gSA
fe'ku fo'ofo|ky; ds losZ{k.k 'kks/k dsUnz }kjk la?kh; laj{k.k ifj"kn gsrq f}rh; fo'o;q} ds
i'pkr ls gh okf"kZd vk/kkj ij fu;fer :i ls miHkksDrkvksa dk foÙkh; losZ{k.k fd;k x;kA bl
losZ{k.k esa miHkksDrk dh Ø; bPNk ,oa mudh okLrfod Ø; 'kfDr ds chp lEcU/kksa dh tkudkjh ij
tk¡p dh xbZA loZs{k.k esa crk;k x;k fd edkuksa] Lopkfyr l;a=ksa vkSj midj.kksa dh jk"Vªh; ekax esa
o"kZ ds nkSjku dksbZ mRlkgtud of} fn[kkbZ ugha nh ftlls fd iwokZuqeku esa lgk;rk fey ldsA bl
v/;;u us 1946&49 esa ;kstukc} vkSj okLrfod [kpksZa esa foHksn dks cryk;kA blesa iznf'kZr fd;k
fd Ø; ;kstukvksa esa lky nj lky le;kuqlkj ifjorZu gksrk vk;k gS] fdUrq ;g miHkksDrkvksa dh
fVdkÅ oLrqvksa vkSj edkuksa dh ekax dks vf/kd ifjorZu ugha dj ik;k gSA bl izfof/k esa izeq[k
leL;k ;g Fkh fd bl o"kZ esa miHkksDrkvksa dh ;kstukvksa esa dkQh QSyko vk;k] D;ksafd miHkksDrk
dh ;kstuk,¡ lkekU;r;k vFkok izk;% detksj ,oa dkQh fuEu Lrj ij gksrh gS ifj.kkeLo:i os
vkfFkZd ifjorZuksa ls vyx&vyx :i ;s izHkkfor gksrh gSA mRikn vkSj mlds ewY; vk'kkvksa ij
fuHkZj jgus ls miHkksDrk cqjh rjg ls izHkkfor gksrk gS ifj.kkeLo:i mudh Ø; 'kfDr esa f'kfFkyrk
vk tkrh gS ;k mRikn vFkok eky ds izfr iw.kZ :i ls vKkurk lekIr gks tkrh gSA
nwljh dfBukbZ tks lk{kkRdkj rduhdksa esa lkeus vkbZ og ;g Fkh fd lk{kkRdkj ds nkSjku Øsrk dh
;kstuk,¡ okLrfod gS ;k ugha]dHkh Hkh ekywe ughas pyrk gSaA cgqr de miHkksDrk ,sls gS tks mRikn
dks Ø; djus lEca/kh viuh bPNk rqjUr izdV djrs gSaA czk.M pquko dh izofÙk dks izdV djus okys
rjhds ls Hkh lk{kkRdkj rduhd izHkkfor gksrh gSA v/;;u ;s Li"V djrs gS fd de ewY; ds mRikn]
miHkksDrk izkFkfedrkvksa ,oa ,sls czk.M ftUgsa os okLro esa Ø; djrs gS] ds vfUre ?kfu"B lEcU/kksa dks
iznf'kZr djrs gSA7
5- Ø; & izsj.kk;sa
(BUYING MOTIVES)
Ø;&iszj.kk;sa os izHkko vFkok fopkj gksrs gS tks Ø; djus ds fy, izoÙk djrs gS] O;ogkj dks
mHkkjrs gSa vFkok oLrqvksa ;k lsokvksa ds Ø; esa p;u dks fu/kkZfjr djrs gSA fdlh Hkh ekuo ds Hkkoh
O;ogkj ds lEcU/k esa dksbZ Hkfo";ok.kh djuk lEHko ugha gksrk] D;ksafd og fdl ifjfLFkfr esa dSlk
O;ogkj djsxk] ;g dguk dfBu gSA pw¡fd Øsrk vFkok miHkksDrk Hkh ,d euq"; gksrk gS] vr% mlds
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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O;ogkj ds ckjs esa Hkh Hkfo";ok.kh djuk vFkok iwokZuqeku yxkuk vR;Ur dfBu gSA okLrfodrk rks
;g gS fd izR;sd xzkgd dk Ø; O;ogkj fHkUu gksrk gSA vr% foØ;dÙkkZ ds fy, O;ogkj esa ;g
ekuuk Bhd ugha gS fd lHkh Øsrk fdlh lkekU; iz;kstu ls iszfjr gksdj gh oLrq dk Ø; djrs gSA
izR;sd lkekU; O;fDr Lofgr esa :fp j[kus okyk gksrk gS vkSj cqf} ds vuq:i O;ogkj djrk gSA ;gh
dkj.k gS fd foi.ku {ks= esa fofHkUu izdkj dh Ø;&iszj.kk;sa vkSj Ø; O;ogkj fn[kkbZ nsrs gSA
Ø;&iszj.kkvksa dks fuEukuqlkj oxhZdr fd;k tk ldrk gS%
(i) HkkSfrd Ø;&iszj.kk;sa (Physical Buying Motives):
HkkSfrd Ø;&iszj.kk 'kkjhfjd Ø;&iszj.kk ds uke ls Hkh tkuh tkrh gSA HkkSfrd Ø;&iszj.kk
Hkw[k] I;kl] uhan] ;kSu] vkjke] ,oa thou lapkyu ls lac} iszj.kkvksa dks Lo;a esa lfEefyr djrh gSA
tc fdlh O;fDr dk eu HkkSfrd fparkvksa o vko';drkvksa dks larq"V djus ds fy, fdlh mRikn dks
Ø; djus gsrq yypkrk gS] rc ;g dgk tk ldrk gS fd og viuh HkkSfrd iszj.kkvksa ls iszfjr gqvk
gSA
(ii) euksoSKkfud Ø;&iszj.kk;sa (Psychological Buying Motives):
;g izdfrnÙk fo"k; gS vkSj euksoSKkfud n'kkvksa dh fparkvksa ;k rukoksa ls mRiUu gksrh gSA
;g iszj.kk,¡ fdlh O;fDr dks mldh euksoSKkfud vko';drk dh larqf"V ds fy, Ø; gsrq iszfjr
djrh gSA euksoSKkfud Ø;&iszj.kk;sa O;fDrijd gksrh gS vkSj buesa xoZ] Hk; vkfn iszj.kkvksa dks
lfEefyr fd;k tkrk gSA
(iii) lkekftd Ø;&iszj.kk;sa (Sociological Buying Motives):
tc dksbZ O;fDr lkekftd Lrj cuk, j[kus ;k ml rd igq¡pus gsrq fdlh mRikn dks Ø;
djrk gS rc tks iszj.kk Ø; djus ds ihNs dk;Z djrh gS og lkekftd Ø;&iszj.kk,¡ dgykrh gSA
lkekftd Ø;&iszj.kk,¡ orZeku ,oa visf{kr lkekftd fLFkfr ls lac} iszj.kkvksa dk lewg gksrh gSA
(iv) vftZr Ø;&iszj.kk;sa (Acquired Buying Motives):
;g ,d lh[kus dh iszj.kk gS tks Øsrkvksa ds vkl&ikl ds okrkoj.k ls lEcaf/kr gksrh gS] bUgsa
xkS.k vFkok lgk;d Ø;&iszj.kk,¡ Hkh dgk x;k gSA miHkksDrkvksa dks bu Ø;&iszj.kkvksa dk fodkl
djuk gksrk gSA bu Ø;&iszj.kkvksa esa lkSUn;Z] fdLe] ykHk o ferO;;rk dks lfEefyr fd;k tkrk gSA
miHkksDrkvksa dks buesa feyus okyh larqf"V gh bu iszj.kkvksa dk ewY;kadu vk/kkj curh gSA bu
Ø;&iszj.kkvksa ij lkekftd&vkfFkZd fLFkfr;k¡ vkSj f'k{kk Lrj egRoiw.kZ izHkko Mkyrs gSA
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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(v) vUroZÙkhZ Ø;&iszj.kk;sa (Inherent Buying Motives):
vUroZrhZ Ø;&iszj.kk;sa] ,slh iszj.kk;sa gS ftUgsa lh[kuk ugha iM+rk gSA blds foijhr ;s iszj.kk;sa
gj Øsrk esa tUe ls gh fo|eku gksrh gSA bu Ø;&iszj.kkvksa dks izkFkfed Ø;&iszj.kk;sa Hkh dgk tkrk
gSA bu iszj.kkvksa esa HkkSfrd] euksoSKkfud] lkekftd vko';drkvksa dks iwjk djus gsrq vko';d oLrqvksa
,oa lsokvksa dh [kjhn dks izksRlkfgr djus okyh iszj.kkvksa dks lfEefyr fd;k tkrk gSA lqj{kk] vkjke]
iz'kalk] I;kl vkfn ls lac} iszj.kk;sa vUroZÙkhZ Ø;&iszj.kk;sa gSA
(vi) mRikn Ø;&iszj.kk;sa (Product Buying Motives):
mRikn Ø;&iszj.kk;sa] os iszj.kk;sa gS tks fdlh fof'k"V mRikn dh [kjhn gsrq izksRlkfgr djrh
gSA ,slk izksRlkgu ml fof'k"V oLrq ds HkkSfrd vFkok euksoSKkfud vkd"kZ.kksa ls mRiUu gksrk gSA vr%
;s iszj.kk;sa] mRikn dh fo'ks"krkvksa vkSj xq.kksa ls lEcaf/kr gksrh gSA oLrq dh fMtkbu] jax] vkdkj]
fu"iknu vkfn mRikn Ø;&iszj.kkvksa dk vk/kkj gksrh gSA
(vii) laj{k.k Ø;&iszj.kk;sa (Patronage Buying Motives):
laj{k.k Ø;&iszj.kk;sa] os iszj.kk;sa gS tks Øsrkvksa dks fdlh fof'k"V foØsrk ls gh oLrq,¡ Ø;
djus dks izksRlkfgr djrh gSA foØsrkvksa esa fuekZrk] Fkksd O;kikjh] QqVdj O;kikjh vkSj QqVdj foØsrk
lHkh lfEefyr gksrs gSA izn'kZu] ltkoV] m/kkj lqfo/kk;sa] okilh lqfo/kk;sa] xg lqiqnZxh] [;kfr vkfn
os ?kVd gS tks laj{k.k Ø;&iszj.kkvksa ds vk/kkj curs gSA
(viii) tkx:d Ø;&iszj.kk;sa (Conscious Buying Motives):
tkx:d Ø; izsj.kk;sa] os izsj.kk;sa gS ftUgsa Øsrk foi.ku fØ;kvksa dh lgk;rk ds fcuk gh
ljyrkiwoZd igpku ysrs gS vkSj vfHkO;fDr djrs gSA vU; 'kCnksa esa] lpsru /kjkry ij fo|eku
vko';drkvksa dh iwfrZ gsrq Øsrkvksa dh [kjhn dks izkssRlkgu djus okyh Ø;&izsj.kk;sa tkx:d
Ø;&izsj.kk;sa dgh tkrh gSA ;s izsj.kk;sa Lor% gh Øsrkvksa ds efLr"d esa mRiUu gksrh gSA
(ix) lqIr Ø;&iszj.kk;sa (Dormant Buying Motives):
lqIr Ø;&iszj.kk;sa] os iszj.kk;sa gS ftUgsa Øsrk ml le; rd ugh igpku ikrs gS tc rd fd
foi.ku fØ;kvksa }kjk mudk /;ku Ø;&iszj.kkvksa dh vksj vkdf"kZr u fd;k tk;sA ;s iszj.kk;sa mu
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vko';drkvksa dh iwfrZ gsrq Øsrkvksa dk /;ku vkd"V djrh gS ftuds ckjs esa Øsrkvksa dks Lo;a gh
/;ku ugha gksrk gS vkSj tks vpsru /kjkry ij fo|eku gksrh gSA
(x) foosdkRed Ø;&iszj.kk;sa (Rational Buying Motives):
foosdkRed Ø;&iszj.kkvksa dks vkfFkZd Ø;&iszj.kk;sa Hkh dgk tkrk gSA bu Ø;&iszj.kkvksa ds
ihNs ekU;rk gS fd O;fDr vkfFkZd euq"; gS vkSj vius mís';ksa dh iwfrZ ds fy;s foosdiw.kZ rjhds ls
dk;Z djrk gSA og tks dqN [kjhnrk gS lksp le>dj fdQk;r ds lkFk [kjhnrk gSA la{ksi esa] tc
dksbZ O;fDr oLrqvksa vkSj lsokvksa dh [kjhn djrs le; foosd] cqf}] rdZ&'kfDr ,oa miyC/k lwpukvksa
dk iwjk&iwjk mi;ksx djrk gS] lkFk gh lkFk [kjhn esa Hkkoukvksa dks dksbZ LFkku ugha nsrk gS rc ge
;g dg ldrs gS fd bl Ø; ds ihNs foosdkRed Ø;&iszj.kkvksa us dk;Z fd;k gSA
(xi) HkkoukRed Ø;&iszj.kk;sa (Emotional Buying Motives):
HkkoukRed Ø;&iszj.kk;sa] os iszj.kk;sa gS tks Øsrkvksa dh Hkkoukvksa dks fof'k"V oLrqvks a vFkok
lsokvksa dh [kjhn gsrq mdlkrh gSA ;s Ø;&iszj.kk;sa foosd] cqf} ;k rdZ ds nk;jksa ij gksrh gS vkSj
euq";ksa dh Hkkoukvksa ls] mlds laosxksa ls lh/kk lEca/k LFkkfir djrh gSA bu Ø;&iszj.kkvksa esa bfUnz;ksa
dh larqf"V] Hk;] vkjke] xoZ] jgL; ds izfr mRlqdrk vkfn iszj.kkvksa dks lfEefyr fd;k tk ldrk
gSA
6- Ø;&izsj.kkvksa ds fu/kkZj.k esa dfBukb;k¡
(PROBLEMS IN DETERMINATION OF BUYING MOTIVES)
Øsrkvksa dh Ø;&izsj.kkvksa ds fu/kkZj.k esa foi.kudÙkkZvksa ds lEeq[k vusd dfBukb;k¡ izLrqr
gksrh gSA Ø; izsj.kkvksa ds fu/kkZj.k esa lcls cM+h dfBukbZ vusd ckj Øsrkvksa dh vufHkKrk ds dkj.k
mEiUu gksrh gSA O;ogkj esa vusd Øsrk Lo;a }kjk dh xbZ [kjhn ds ihNs fo|eku jgh izsj.kkvksa ds
ckjs esa blfy, ugha crk ikrs gS pwafd mUgs Lo;a gh Kku ugha gks ikrk gSA foi.ku fo'ks"kKksa dk
dguk gS fd Ø; izsj.kkvksa dks Øsrkvksa ds Kku ds vk/kkj ij foHkDr djs rks rhu Jsf.k;ksa esa foHkDr
fd;k tk ldrk gSA izFke Js.kh esa] os Ø;&izsj.kk,¡ lfEefyr dh tk ldrh gS ftuds ckjs esa Øsrk
tkurs gSa vkSj ckrphr djuk ilUn djrs gSA f}rh; Js.kh esa] os Ø; izsj.kk,¡ lfEefyr dh tk
ldrh gS ftuds ckjs esa Øsrk tkurs gSa fdUrq crykuk ugha pkgrsA mnkgj.k ds fy, dksbZ L=h 'kk;n
gh lkSUn;Z izlk/ku lkexzh dh [kjhn ds ihNs jgh okLrfod Ø; izsj.kkvksa dks cryk,xh] rrh; Js.kh
esa mu izsj.kkvksa dks j[kk tk ldrk gS ftldk Kku Øsrkvksa dks ugha gSA
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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vusd ckj Øsrk Ø;&izsj.kkvksa dks bu euksoSKkfud Hk; ds dkj.k ugha crkrs gS fd izsj.kkvksa
ds izdVhdj.k ij vU; yksx mls ew[kZ le>saxs ;k mldh g¡lh mM+k;saxsA Ø;&izsj.kkvksa dh vusdrk
,oa vfHkUurk ds dkj.k Hkh okLrfod Ø;&izsj.kkvksa dk Kku ugha gks ikrk gSA O;ogkj esa dh tkus
okyh dksbZ Hkh [kjhn vusd izsj.kkvksa dk ifj.kke gksrh gS vkSj muesa ls fdlh ,d ;k vf/kd izsj.kkvksa
dks izeq[k rFkk vU; dks xkS.k dguk dfBu gksrk gSA mnkgj.k ds fy,] dksbZ L=h lkSUn;Z izlk/ku
midj.kksa dh [kjhn vius ifr dks izlUu djus vkSj j[kus] Lo;a ds O;fDrRo dks vkd"kZd cukus]
vU; yksxks ls iz'kalk ikus] QS'ku dk vuqdj.k djus vkfn dkj.kksa ls izsfjr gksdj dj ldrh gSA
okLro esa vusd Ø;&izsj.kk,¡ feydj Øsrkvksa dks izsfjr djrh gSA losZ{k.k crykrs gSa fd lEHkkfor
Ø;&izsj.kkvksa dh la[;k 600 ls Hkh Åij rd ig¡qp pqdh gSA blfy, Li"Vr% Ø;&izsj.kkvksa dk
fu/kkZj.k djuk dfBu gksrk tk jgk gSA
Ø;&izsj.kkvksa dk fu/kkZj.k djuk muds cnyrs jgus ds dkj.k Hkh lEHko ugha gks ikrk gSA
Ø;&izsj.kk,¡ tfVy] xqIr] fofo/k ,oa vfHkUu gh ugha gksrh gS] cfYd Øsrk dh vk;q 'kS{kf.kd o
lkekftd Lrjksa] rduhdh Kku vkSj vkfFkZd n'kkvksa ds cnyus ds lkFk&lkFk cnyrh jgrh gSA
QyLo:i] Ø; O;ogkj Hkh cnyrk jgrk gS vkSj foi.kudÙkkZvksa dks FkksMs+&FkksM+s le;kUrjksa ls iqu%
Ø; O;ogkjksa dk v/;;u djuk iM+rk gSA gj Øsrk viuk ,d fof'k"V] viwoZ ,oa vf}rh; O;fDRo
j[krk gS tks nwljksa ls iw.kZr% esy ugha [kkrk gSA vr,oa tc rd foi.kudÙkkZ mlds gj xzkgd dk
iFkd & iFkd v/;;u u djs rc rd lgh Ø;&izsj.kkvksa dh tkudkjh ugha dh tk ldrh gSa] fdUrq
O;kogkfjd rFkk vkfFkZd nf"V ls gj Øsrk dh Ø;&izsj.kkvksa dks tkuuk dfBu gh ugha] cfYd
vlEHko Hkh gSA
7- Ø; O;ogkj dks izHkkfor djus okys ?kVd
(FACTORS INFLUENCING BUYING BEHAVIOUR)
miHkksDrk O;ogkj ls rkRi;Z miHkksDrk dh Ø; & fu.kZ;u izfØ;k ls gS] ftlds vUrxZr mu dkj.kksa
,oa ?kVdksa dk v/;;u ,oa fo'ys"k.k fd;k tkrk gS tks mlds fdlh oLrq ;k lsokvksa ds Ø; fu.kZ;
dks izHkkfor djrs gSA miHkksDrk ds Ø; fu.kZ;ksa dks izHkkfor djus okys vusd ?kVd gksrs gS ftuesa
'kkjhfjd] ekufld] lkekftd ,oa vkfFkZd lHkh ?kVd lfEefyr gksrs gSA bUgh ?kVdksa ls izHkkfor
gksdj ;g fu.kZ; djrk gS fd ^^dksbZ oLrq ;k lsok dc] dagk ls] fdl izdkj] fdruh] fdl fof/k ls]
fdl L=ksr ls] ,oa D;ksa Ø; djuh gSA
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MCY;w0 ,yMjlu us miHkksDrk O;ogkj ds v/;;u dks okLro esa igpkuk] ftlesa mUgkssaus u
dsoy miHkksx dk cfYd miHkksx ;ksX; Ø; oLrqvksa dk Hkh v/;;u fd;kA8 Øsrk O;ogkj fofHkUu rjg
ds ?kVdksa ls izHkkfor gksrs gS] ftUgsa ge fuEukuqlkj oxhZdr dj ldrs gS%
(a) O;fDrxr ?kVd (Personal Factors)
(b) lkekftd ?kVd (Social Factors)
(c) euksoSKkfud ?kVd (Psychological Factors)
(a) O;fDrxr ?kVd (Personal Factors)
miHkksDrk ds lHkh O;fDrxr ?kVd ;k fo'ks"krk,a tSls% vk;q] fyax] f'k{kk] O;olk;] oSokfgd
fLFkfr] vk;] mldk lEiw.kZ O;fDrRo ,oa /keZ vkfn mlds O;ogkj dks izHkkfor djrs gSA izeq[k
O;fDrxr ?kVd fuEu gS%
(i) vk;q ,oa fyax (Age and Sex):
izFke ?kVd tks Øsrk ds O;ogkj dks izHkkfor djrs gS og vk;q ,oa fyax gSA fofHkUu
mRiknksa dh vko';drk,a vkSj mudh lsok,a vk;q ds vuqlkj cnyrh jgrh gSA foØ;'kkykvksa
(lqij cktkj) dk v/;;u izdV djrk gS fd cPpksa dk Ø; O;ogkj (fo'ks"kr% VksQh ,oa
feBkbZ;kssa ds fy,) ;qok iq:"k ds Ø; fu.kZ;ksa dks izHkkfor djrk gSA9 blh izdkj ls iq:"kkssa
vkSj fL=;ksa ds chp 'kkjhfjd foHksn gksrs gS] ftlds ifj.kkeLo:i mudh miHkksx
vko';drk,¡ Hkh fHkUu gh lkFk Ø; O;ogkj ,d lhek rd fHkUurk fy, gksrs gSA
(ii) f'k{kk vkSj dk;Z (Education and Occupation):
nwljk egRoiw.kZ O;fDrxr ?kVd f'k{kk vkSj dk;Z gS tks Øsrkvksa ds O;ogkj dks
izHkkfor djrs gsSA f'k{kk O;fDr;ksa ds Kku mudh :fp;ksa ,oa nf"Vdks.kksa dks lkoZHkkSe cukrh
gSA ,d f'kf{kr O;fDr] de f'kf{kr O;fDr;ksa dh rqyuk esa vklkuh ls miyC/k 'kS{kf.kd
lqfo/kkvksa] fdrkcksa] v[kckjksa] if=dkvksa ,oa vU; Kkuo}Zd oLrqvksa ds dkj.k vf/kd miHkksx
djrk gSA dk;Z vFkok mudk is'kk Hkh O;fDr;ksa dh miHkksx vko';drkvksa dks izHkkfor djrk
gSA ,sls yksx tks fdlh fof'k"V dk;Z esa fu;qDr gksrs gS vFkok layXu gksrs gS mUgs O;olk;
ls lEcaf/kr fo'ks"k vkStkjksa ,oa lktks&lkekuksa dh vko';drk,a gksrh gSA ysfdu bu fof'k"V
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vko';drkvksa ds vykok ,d O;fDr dh laxBu esa Hkwfedk ,oa fLFkfr vFkok in Hkh Øsrk
O;ogkj dks izHkkfor djrs gSA
(iii) oSokfgd fLFkfr ,oa vk; (Marital Status and Income):
O;fDr dh oSokfgd fLFkfr Hkh Øsrk O;ogkj dks izHkkfor djus okys izeq[k ?kVd gksrs gSA
fofHkUu oSokfgd fLFkfr okyksa dh vko';drk,a] euksofÙk;k¡ ,oa Ø; O;ogkj esa fHkUurk gksrh
gSA10 vk; Hkh vU; 'kfDr'kkyh ?kVd gS tks miHkksDrk O;ogkj dks izHkkfor djrk gSA vk;
Ø; djus dh 'kfDr nsrk gS ftlls og Ø; ,oa foØ; ds ysu&nsuksa ;k O;ogkjksa ds chp
fofue; dks iw.kZ djrk gSA miHkksDrk viuh vk; dks miHkksx ,oa cprksa ds mís';ksa ds fy;s
iz;ksx djrk gSA miHkksDrkvksa dh fnypLih bl ekeys esa c<+rh pyh tkrh gS fd os viuh
bPNkvksa vFkok vko';drkvksa dks orZeku esa gh larq"V djuk pkgrs gS] Hkfo"; esa ughaA11
iwoZ Ø; ekaxs ljdkjh djksa] laLFkk ds iquHkqZxrku [kpkZsa ,oa laLFkkxr lsokvksa ds [kpksZa
vkfn ls izHkkfor gksrh gSA miHkksDrk bu ekaxksa dks iw.kZ djus ds i'pkr~ 'ks"k vk; dks
lek;ksftr djus dh bPNk j[krk gSA miHkksDrk dh pkyw lEifÙk;k¡ Hkh miHkksDrk Ø;
O;ogkj dks izHkkfor djrh gSA pkyw lEifÙk;ksa dk vFkZ mu lEifÙk;ks a ls gS tks udn esa gS ;k
ftUgas vklkuh ls udnh esa ifjofrZr fd;k tk ldrk gksA ;s lEifÙk;k¡ cSad 'ks"k] va'k] udn
'ks"k] bdkbZ vkfn ds :i esa gks ldrh gSA Øsrk O;ogkj izpfyr m/kkj lqfo/kkvksa ls Hkh T;knk
izHkkfor gksrk gSA m/kkj dh lqfo/kk,a mUgs fujUrj iqu[kZjhn gsrq izsfjr djrh gS] laj{k.k
izsj.kk nsrh gS vkSj i;kZIr ek=k esa [kjhn gsrq izksRlkfgr djrh gSA nwljs 'kCnksa esa] miHkksDrk
dks tc m/kkj dh lqfo/kk,a nh tkrh gS rks muds Ø; djus dh laHkkouk,¡ T;knk gksrh gSA
(iv) O;fDrRo (Personality):
O;fDrRo 'kCn dh vusd rjg ls O;k[;k dh xbZ gSA gksCcsl dk er gS fd O;fDrRo
esa os lHkh fo'ks"krk,a lfEefyr gksrh gS tks O;ogkjksa ds lkekU; rjhdksa vFkok Lo:iksa dks
fu/kkZfjr djrs gSA fo'ks"kr% O;fDr dk ,d nwljs ds lEca/kksa dk ifjpk;d gksrh gSA12 O;fDrRo
lkekU;r% vfHkizsj.k ,oa fof'k"V xq.kksa ds ckjs esa crykrk gSA13 O;fDrRo ?kVd miHkksDrk
O;ogkj ds :[k dks izHkkfor djrk gS ftlds ifj.kkeLo:i O;fDr;ksa dk Ø; O;ogkj nwljksa
ls fHkUu gksrk gSA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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(v) /keZ (Religion):
/keZ okLrfod :i ls miHkksDrkvksa ds nf"Vdks.k] miHkksx rjhdksa vFkok lajpukvksa]
euksofÙk ,oa Ø; O;ogkj dks izHkkfor djrs gSA tSls mnkgj.kkFkZ% fgUnw ,oa tSu /keZ esa 'kjkc
,oa ek¡l ds miHkksx ij jksd gS] tcfd bLyke /keZ esa 'kjkc ihus ,oa /kqeziku bu nksuksa ij
jksd gSA bl rjg ls /keZ O;fDr;ksa vFkok miHkksDrkvksa ds Ø; O;ogkj dks izHkkfor djrs gSA
(b) lkekftd ?kVd (Social Factors)
lkekftd ?kVd tSls& ifjokj ds eqf[k;k dh jk;] lanHkZ leqg] lkekftd oxZ] tkfr ,oa
laLdfr vkfn miHkksDrk ds Ø; O;ogkjksa dks izHkkfor djrs gSA izeq[k lkekftd ?kVd fuEu gS%
(i) ifjokj (Family):
miHkksDrk ds O;ogkj ij ifjokj Hkh egRoiw.kZ izHkko Mkyrk gSA fofHkUu izkFkfedrk,a]
:fp] vfHk:fp] O;fDr dh thou 'kSyh] jgu & lgu] ilanxh vkfn ifjokj ds Ø; O;ogkj
dks izHkkfor djrs gSA ifjokj miHkksDrk O;ogkj dks nks :iksa esa izHkkfor djrk gS% izFke]
;g fdlh O;fDr ds O;fDrRo fo'k"krkvksa ,oa mlds LoHkko vFkok euksofÙk dks izHkkfor
djrk gSA nwljk] ;g Ø; fu.kZ;ksa dks ml le; izHkkfor djrk gS] tc og eky ,oa lsokvksa
dk Ø; dj jgk gksrk gSA ifjokj ds lnL; Hkh Ø; fu.kZ;ksa dks izHkkfor djrs gSA
lkekU;r;k bu {ks=ksa ds vusd 'kks/k bl ckr dk leFkZu djrs gS fd ,d mRikn ls nwljs
mRikn dks Ø; djus ds fu.kZ;ksa esa ifjokj ds lnL;ksa dh izFke Hkwfedk gksrh gSA mRikn ds
c<+s gq, ewY; Hkh nEifÙk ds la;qDr Ø; fu.kZ;ksa esas ,d lhek rd of} djrs gSA de dher
okys mRikn dks ifr & ifRu viuh tkudkjh ,oa dkS'ky vFkok pkrq;Z ds vk/kkj ij Ø;
djrs gSA14
(ii) izeq[k dh jk; (Leaders Opinion):
ifjokj ds vykok] ,d miHkksDrk vius ?kfu"V fe=ksa] iM+kSfl;ksa]lgdfeZ;ksa vkSj
fj'rsnkjksa ls izkIr mRikn ,oa lsokvksa ds Ø; lEca/kh lykgksa@ jk; ls Hkh izHkkfor gksrk gSA
lykg vFkok jk; dks izHkkfor djus okyh ;g izfØ;k usrRo izfØ;k dgykrh gSA bldk
o.kZu ,d ,slh izfØ;k ds :i esa fd;k x;k gS ftlesa ,d O;fDr vU; ds dk;ksZa ,oa LoHkkoksa
dks izHkkfor djrs gSA
(iii) lanHkZ lewg (Reference Group):
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lanHkZ lewg os lewg gksrs gS tks fd O;fDr ds lkFk ijLij fØ;k,a djrs gS vkSj
mlds O;ogkj o izofÙk;ksa dks izHkkfor djrs gSA lanHkZ lewg izk;% NksVs ,oa lEiw.kZ lkekftd
oxZ ftrus [kqys ugha gksrs gSA lanHkZ lewg izofÙk;ksa esa cnyko ykus] vkdka{kkvksa vFkok
ykylkvksa ds fu/kkZj.k esa] vkn'kksZ rFkk jpukvksa ds vuqdwy cukus] LoewY;kadu] ,oa vnHkqr
fo"k;ksa dks tkuus esa eq[; :i ls izHkko Mkyrs gSA15 D;ksa fd O;fDr bl rjg ds lewg dk
vax cuuk pkgrk gS tks blds ewY;ksa ,oa izofÙk;ksa ls izHkkfor gksrs gSA
nwljs 'kCnksa esa] lanHkZ lewg dks nks Hkkxksa esa ck¡Vk tk ldrk gS & izFke izkFkfed lewg
tSls% ifjokj] ?kfu"V fe=] iM+kSlh] lgdehZ vkfn ,oa f}rh;] xkS.k lewg tSls% is'ksoj laLFkk,a]
Je la?k vkfnA ;s lanHkZ lewg rhu izdkj ls Øsrk O;ogkj dks izHkkfor djrs gS & izFke
Øsrkvksa dks oSdfYid O;ogkjksa ;k thou 'kSyh dks viukus ds fy, foo'k djrs gSA f}rh;
Øsrkvksa dks lewg ds lkFk rkyesy j[kus ds ;ksX; cukus gsrq mudh izofÙk;ksa vkSj LofcEcksa dks
izHkkfor djrs gSA rrh; ,oa vfUre vuq:irk ds fy, ncko Mkyrs gS ftlls mRikn vkSj
czk.M ilUnxh izHkkfor gksrh gSA
ckSjsu us vuqla/kku }kjk cryk;k fd lUnHkZ lewg miHkksx O;ogkj dks izHkkfor djrs
gSA lokZf/kd izHkko ,slh oLrqvksa ,oa czk.M&Jsf.k;ksa ij gksrk gS tks n'; gS vkSj cgqr Li"V
gSA16 mnkgj.k ds fy, ugkus ds lkcqu tSlh oLrqvksa dh czk.M ilUnxh ij lanHkZ lewg dk
izHkko vf/kd fdUrq mRikn ilUnxh ij de gksrk gSA
(iv) lkekftd oxZ ,oa tkfr (Social Class and Caste):
lkekftd oxZ ,oa tkfr Hkh miHkksDrk ds Ø; O;ogkj dks izHkkfor djrs gSA
lkekftd oxZ LoHkkfod rkSj ij LFkk;h gksrs gS ,oa lkekftd oxZ lkekftd fLFkfr ds vk/kkj
ij fd;k x;k miHkksDrk lewgksa dk oxhZdj.k gksrk gSA fofHkUu oxksZa ds vk/kkj ij fd;k
Lrjhdj.k Øsrk O;ogkj ds Li"Vhdj.k gsrq vf/kd mi;ksxh jgrk gSA lekt ds fofHkUu
oxksZa ds vk/kkj ij ,d O;fDr dh rqyuk vU; ifjokj ,oa O;fDr ls dj ldrs gSA oxksZa dh
Jsf.k;k¡ fofHkUu izdkj ds ?kVdksa ij vk/kkfjr gksrh gS tSls% vk;] dk;Z] vf/kdkj] 'kfDr]
lEink ,oa ekfyd vkfnA lkekftd oxksZa dk fuekZ.k ijEijkxr :i ls tkfr ij vk/kkfjr
gSA tkfr;ksa ij vk/kkfjr oxZ iqu% vusd mioxksZa esa foHkDr gksrs gSA ;s mioxZ vkfFkZd
fLFkfr] jhfr&fjokt] O;olk;] /keZ] fo'okl vkfn dh fo"kerkvksa dks iznf'kZr djrs gSA bl
izdkj O;fDr;ksa dh oxZ Jsf.k;k¡ p;u ij vk/kkfjr gksrh gSA tkfr ,d lewg ls izkIr gksrh gS
tks Lo;a fodflr gksrh gSA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkekftd oxZ ,oa tkfr ds y{k.kksa esa eq[; Hksn ;g gS fd O;fDr;ksa dk oxZ p;u ls
fu/kkZfjr vFkok vk/kkfjr gksrk gS tcfd tkfr mlds tUe ls gh fu/kkZfjr gksrh gSA foHkkxh;
LVksj ,oa Ø; O;ogkj ds ,d v/;;u esa ik;k x;k gS fd fuEu fLFkfr dh efgyk,¡ ml
le; iwjh rjg ls izHkkfor gksrh gS] tc os mPp fLFkfr okys foHkkxh; LVksj esa tkrh gS] tgka
ogka dk fyfid ,oa vU; miHkksDrk mls dbZ izdkj ls izrkfM+r djrs gSA17 ifj.kkeLo:i]
fuEu fLFkfr okys yksx bl fpUrk ds dkj.k mPp oxksZa okys LVksj(foØ;'kkykvksa) dks
frjLdr djrs gSA blh izdkj mPp oxZ okys fuEu oxksZa okys LVksj dks frjLdr djrs gSA
(v) laLdfr (Culture):
laLdfr ls rkRi;Z mu uSfrd ewY;ksa] fopkjksa] Kku ,oa vkn'kZ O;ogkj ls gS] tks
lekt ds yksxksa ds O;ogkj ,oa vkpj.k dks lftr ,oa iqjLdr djrs gSA izR;sd miHkksDrk
dk O;ogkj bu lkaLdfrd ewY;ksa ,oa fopkjksa ls izHkkfor gksrk gSA
vFkkZr laLdfr mu fpUgksa ,oa dykvksa dk tfVy lewg gksrh gS tks ekuo }kjk
fufeZr gksrs gS ,oa ftlesa lkekftd laLdkj vkSj ekuoh; O;ogkj ih<+h nj ih<+h LFkkukarfjr
gksrs jgrs gSA18 gksokMZ ,oa lsB ds vuqlkj laLdfr czk.M dh le>] euksofÙk vFkok LoHkko
,oa Ø; bjknksa dks izHkkfor djrh gSA19 la;qDr ifjokj iz.kkyh esa ifjokj ds Ø; fu.kZ;
eq[;r;k ifjokj ds eqf[k;k }kjk fy;s tkrs gS] tks ifjokj dh vko';drkvk sa dk
fp=.k vFkok rkfydk dks fodflr djrk gS ,oa vko';drk rFkk ijEijkvksa ds vk/kkj ij
viuh izkFkfedrk,a r; djrk gSA
(c) euksoSKkfud ?kVd (Psychological Factors)
vf/kdka'k miHkksDrk ds Ø; O;ogkj] lkekftd ,oa O;fDrxr ?kVdksa ds vykok euksoSKkfud
?kVdksa tSls% vfHkizsj.k] vocks/ku] KkuktZu] fo'okl ,oa vfHkofÙk;k¡ vFkok euksofÙk;k¡ ls izHkkfor gksrk
gSA izeq[k ?kVd fuEu gS%
(i) vfHkizsj.k (Motivation):
leLr O;ogkj vfHkizsj.k ds lkFk 'kq: gksrs gSA vfHkizsj.k ,d euksoSKkfud mÙkstuk
gS] tks O;fDr;ksa dks dk;Z ds izfr izksRlkfgr djrh gS ,oa vf/kdre larq"Vh iznku djrh gSA
izsj.kk,a ,slh mÙkstd 'kfDr gS tks Hkhrj ls mBrh gS rFkk dk;Z djus dh izsj.kk nsrh gSA
euksoSKkfud ,slh izsj.kkvksa vFkok vko';drkvksa dks nks oxksZa esa foHkkftr djrs gS%
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izFke] vk/kkjHkwr vko';drk,¡ (Hkkstu] oL=] vkokl vkfn) tks 'kkjhfjd fpUrkvksa vFkok
rukoksa ds QyLo:i mRiUu gksrh gSA
f}rh;] ekufld vko';drk,¡ (Lusg] I;kj] fLFkfr vkfn) tks euksoSKkfud fpUrkvksa vFkok
rukoksa ds QyLo:i mRiUu gksrh gSA
;g ,slh izsj.kk gS tks Øsrk dks fuf'pr mRikn ds izfr O;ofLFkr ,oa izsfjr djrh gS
vkSj bl izdkj Øsrk dh izsj.kk dk izR;{k lEcU/k O;fDr;ksa ds Ø; O;ogkj dks izHkkfor djrs
gSA
(ii) vocks/ku (Perception):
vocks/ku dk rkRi;Z bfUnz; cks/k ;k vuqHko ls gSA izR;sd O;fDr dh ik¡p bfUnz;k¡
gksrh gS ftUgsa ge vk¡[k] dku] ukd] eqag] gkFk ds uke ls tkurs gSA bu ik¡pksa bfUnz;ksa esa ls
fdlh ,d ;k vf/kd ds lg;ksx ls ge fdlh oLrq dk tks cks/k ;k vuqHko djrs gS] mls gh
vocks/ku dgrs gSA izR;sd miHkksDrk visf{kr oLrq dks ns[kdj] Nwdj] lwa?kdj] lwudj ;k
p[kdj vocks/ku dj ldrk gSA mldk ;g vocks/ku mls fdlh oLrq ds Ø; djus ;k ugha
djus ds fy, izsfjr djrk gSA vr% izR;sd miHkksDrk dk O;ogkj vocks/ku ls izHkkfor gksrk
gSA mnkgj.kLo:i] ,d efgyk tc ;g vocks/ku djrh gS fd ,d fo'ks"k izdkj dk lkcqu
mlds jax & :i esa vfHkof} dj ldrk gS rHkh og ml lkcqu fo'ks"k dks [kjhnus dk fu.kZ;
djsxhA
(iii) lh[kuk vFkok KkuktZu (Learning):
KkuktZu iwoZ vuqHko esa ifjorZuksa dk ifj.kke gSaA O;fDr dk vf/kdka'k O;ogkj
lh[kus ls izHkkfor gksrk gSA KkuktZu ik¡p vk/kkjHkwr ladYiukvksa ij vk/kkfjr gS% izsj.kk]
euksHkko] izR;qÙkj] iqu:Ùkstuk] /kkj.k&'kfDr A izsj.kk mÙkstd 'kfDr gS] tks Hkhrj ls mBrh
gS rFkk fdlh dk;Z dks djus dh izsj.kk nsrh gS] bls dHkh&dHkh vko';drk ;k izsj.kk Hkh
dgrs gSA euksHkko Hkh mÙkstd iszj.kk,¡ gksrh gS] fdUrq izsj.kkvksa dh rqyuk esa detksj gksrh gSaA
euksHkko dc] dgka] dSls tSls iz'uksa dk mÙkj nsrk gSA euksHkkoksa ds izfr ekuo dh izfrfØ;k
gh izR;qÙkj gS] fdUrq izR;sd euksHkko :i ,d gh izR;qÙkj mRiUu djs] ;g vko';d ugha gSA
izR;qÙkj dh fn'kk izR;sd O;fDr ds fiNys vuqHkoksa ij fuHkZj djrh gSA fdlh O;fDr dk
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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fiNyk vuqHko mlesa izR;qÙkj mRiUu djrk gSaA vr% ;fn fdlh O;fDr dk fiNyk vuqHko
ykHknk;h jgk gS rks izR;qÙkj ,d fo'ks"k izcyrk ls mRiUu gskrk gSa] rRi'pkr~ mlesa ,sls
euksHkko Ckkj&ckj vkrs gSA D;k lh[kuk gS bldk Lej.k j[kuk gh /kkj.k 'kfDr gSA
,d miHkksDrk ,d gh czk.M dh oLrq rc rd [kjhnrk gS] tc rd mldk fiNyk
vuqHko ykHkdkjh jgrk gSA tc Hkh og fdlh lqij cktkj esa tk,xk rks mlds euksHkko mlh
czk.M ds fy, mHkjsaxs vkSj mlh czk.M dh oLrq [kjhnsaxsA fdUrq ;fn vftZr izR;qÙkj ;k vknr
izcy ugha gksrh gS rks og izR;qÙkj ;k vknr /khjs& /khjs lekIr gks tk;sxh vkSj miHkksDrk Ø;
czk.M dks Hkwy tk;sxkA /kkj.k 'kfDr dk blesa egRoiw.kZ ;ksxnku gksrk gSA
(iv) fo'okl rFkk euksofÙk;k¡ (Belief and Attitudes):
fo'okl ,d ,slk Kku] fu"Bk vFkok /kkj.kk gS tks tk¡ph & ij[kh ;ksX;rk ij
fuHkZj djrk gSA20 fo'okl ,d fooj.kkRed fopkj gS ftls ,d O;fDr fdlh ds lEcU/k esa
cuk, j[krk gSA ;g fooj.kkRed fopkj fdlh Hkh vU; O;fDr ;k oLrq ds lEca/k esa gks
ldrk gSA fo'okl ,d ,sls Kku ls iznf'kZr gksrk gS] tks ckgjh L=ksrksa ds vuqla/kku ,oa
O;fDrxr vuqHkoksa dh lR;rk ij vk/kkfjr gksrs gSA
ekuksofÙk fdlh Hkh O;fDr dh og Hkkouk ;k fopkj gS tks fdlh oLrq] O;fDr] laLFkk
ds izfr j[krk gS rFkk mlh ds vuq:i dksbZ ekufld ,oa HkkSfrd O;ogkj djus dks rRij
jgrk gSA21 izR;sd miHkksDrk viuh euksofÙk ls izHkkfor gksrk gS] og mlh ds vuq:i ns[krk]
lqurk ,oa dk;Z djrk gSA tc dksbZ miHkksDrk fdlh czk.M ;k dEiuh dh oLrq dks ilUn
djrk gS rFkk fdlh vU; oLrq dks ukilUn djrk gS rks ;g mldh euksofÙk dk ifj.kke gSA
euksofÙk fo'okl dks ,oa fo'okl] euksofÙk dks izHkkfor djrk gSA euksofÙk ,oa
fo'okl czk.M ;k mRikn ds izfr ldkjkREkd vkSj udkjkRed izkFkfedrkvksa dks iznf'kZr djrs
gS] tks fd bl rF; dks izekf.kr djrk gS fd fo'okl ,oa euksofÙk Ø; O;ogkj dks izHkkfor
djrs gSA
(v) laosx ;k euksosx (Emotion):
laosx fdlh O;fDr dh mÙksftr ;k mdlh gqbZ n'kk gS] laosx dks vkos'k Hkh dgk
tkrk gSA vr% vkos'k ,oa Hkkokos'k dh n'kk dks gh laosx dgrs gSaA ,slh n'kk esa O;fDr viuk
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foosd [kks nsrk gS rFkk Hkkoukvksa ds o'khHkwr gksdj O;ogkj djus yxrk gSA ,slh fLFkfr ds
ifj.kkeLo:i ekuo lq[k] nq%[k] izse] ?k.kk] vk'kk] fujk'kk] xoZ] bZ";Zk] lgkuqHkwfr vkfn izdV
djus yxrk gSA ,d miHkksDrk dk O;ogkj mlds euksosx ls izHkkfor gksrk gS ifj.kkeLo:i
dHkh dHkh {kf.kd :i ls fdlh oLrq dks ilUn djrk gS rks dHkh ukilUn djus yxrk gSA
dHkh fdlh oLrq dks [kjhnus ds izfr ykykf;r gks tkrk gS rks dHkh og mls Nwuk Hkh
ilUn ugha djrk gSA vr% ,d miHkksDrk Hkkokos'k esa tSlk vuqHko djrk gS oSlk gh vkpj.k
djus yxrk gSA
(vi) Nfo rFkk izrhdkRedrk (Image and Symbolizm):
izR;sd O;fDr dh vius efLr"d esa Lo;a dh ,d fo'ks"k Nfo gksrh gS vkSj og mls
cuk;s j[kuk pkgrk gS] blls mls vkRe lUrqf"V gksrh gSA izR;sd miHkksDrk Hkh viuh Nfo ds
vuq:i gh O;ogkj djrk gSA ,d miHkksDrk ml Nfo dks cuk;s j[kus rFkk mHkkjus nksuksa gh
mns';ksa ls mfpr oLrqvksa dk pquko djrk gSA blds vfrfjDr] Nfo dks cuk;s j[kus ds fy,
izrhd ds :i esa oLrqvksa dks Ø; djrk gSA vPNh Nfo dh blh pkgr esa ca/kdj vkneh
reke rjg ds dke vkSj dksf'k'ksa djrk gSA euksoSKkfud :i ls Nfo ds izfr dka'kl gksuk
vPNk gS] ysfdu tc bldh vf/kdrk gks tkrh gS] rks ;g ?kkrd fl} gksrk gSA
8-Ø; vojks/k
(BUYING BARRIERS)
Ø; vojks/k og vojks/k gS tks fdlh Øsrk dks Ø; djus ls jksdrk gS ;k grksRlkfgr djrk
gSA Ø; djrs le; eq[; :i ls rhu vojks/k izLrqr gksrs gSa%
(1) ewY;
(11) lwpuk ;k fo'okl dh deh
(111) mRikn ;k lsokvksa dh vuqiyC/krk
izk;% ewY; fdlh Øsrk dks Ø; djus ls ml le; jksdrk gS tc ewY; Øsrk dh lEink ls
T;knk gksrk gSA nwljk vojks/k lwpuk ;k fo'okl dh deh dk gksuk gSA mRikn ds ykHkksa dh tkudkjh
dk vHkko ;k mRikn ds izfr nh xbZ xkj.Vh esa vfo'okl lkekU;r% fdlh miHkksDrk dks Ø; djus ls
jksdrk gSA rhljk vkSj vafre vojks/k mRikn ;k lsokvksa dh vuqiyC/krk gS tks fd fofHkUu
vdk;Zdq'ky forj.k iz.kkyh ;k nwjxkeh LFkkuksa ds dkj.kksa ls iSnk gksrh gSA vr% rhljk vojks/k Hkh
Øsrk dks Ø; djus ls jksdrk gSA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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9- Ø; rjhdk
(BUYING PATTERNS)
miHkksDrk oLrqvksa ;k lsokvksa dk Ø; D;ksa] dc] dgak rFkk fdl izdkj djrk gS] ;s lc Ø;
vknrs ^^Ø; O;ogkj dk rjhdk vFkok izk:i** dgykrk gSA izR;sd miHkksDrk dk Ø; O;ogkj ,d
leku ugha gksrk gS] og viuh {kerk ds vuq:i Ø; djrk gSA miHkksDrk ctV v/;;u ds vuqlkj
vf/kdrj miHkksDrk viuh vk; ifjokj ds lnL;ksa vFkok ?kj ds dk;ksZa ij [kpZ djrs gSA ikfjokfjd
lnL; viuh vk; dks ml le; ds fy, cpk dj j[krs gS tc mUgsa Hkfo"; ds fy, ifjokj Ø;
fu;kstu djuk gksrk gSA vr% ;g le>uk egRoiw.kZ gksxk fd ifjokj ds lnL; fdl rjg viuh
vk; dks [kpZ djrs gSA fofHkUu oLrqvksa dks Ø; djus esa tks jkf'k [kpZ dh tkrh gS og cnyrs le;
ds lkFk c<+rh ;k ?kVrh pyh tkrh gSA
nks tukafddh vk;ke vk;q vkSj cPpksa dh la[;k] Ø; rjhds vFkok izk:i dks izHkkfor djrh
gSA ;qok yksx u, mRikn ds izfr [kqyk nf"Vdks.k j[krs gS ij os lpsr gksrs gSA ;qok oxZ ds yksxksa
fd vkSlr vk; of} yksxksa ls de gksrh gS] os viuh vk; dk ,d cM+k Hkkx fopkj'khy vFkok
le>nkjh dh oLrqvksa ij [kpZ djrs gSA ;qok oxZ vkokl] f'k{kk vkSj c<+s gq, ifjokj ds fy, cM+s [kpZ
ugha djrs gSA ;qok ifjokj ;k nEifÙk dh etcwr Ø; vo/kkj.kk fVdkÅ oLrqvksa dks [kjhnus esa T;knk
gksrh gSA v/;;uksa ls Li"V gqvk gS fd iwathxr oLrqvksa dk mRiknu o"kZ 2002&2003 esa 11-76
izfr'kr c<+k] tcfd fiNys o"kZ 2001&2002 esa blesa 4-7 izfr'kr dh fxjkoV jgh FkhA xSj fVdkÅ
miHkksDrk oLrqvksa dk mRiknu o"kZ 2002&2003 esa 7-2 izfr'kr Å¡pk jgk] tcfd fiNys o"kZ
2001&2002 esa blesa 4-9 izf'kr dh of`} jghA iwoZ ds chrs n'kd esa xzkeh.k {ks= dh izfr O;fDr iwath
miHkksx [kpksaZ ij vk/kkfjr v/;;uksa ls ;g fu"d"kZ fudkyk x;k gS fd xzkeh.k miHkksDrkvksa dh [kpZ
djus dh bZPNk /khjs&/khjs c<+rh tk jgh gS] fQj Hkh fofHkUu ewY;ksa ds fofHkUu czk.Mksa okys miHkksDrk
oLrqvksa ds miyC/k gksus ij ;g Hkfo";ok.kh djuk dfBu gks tkrk gS fd D;k orZeku Ø; rjhdk
vFkok uewuk vkus okys o"kksaZ esa leku jgsxk ;k ughaA
10- czk.M ilUn ,oa miHkksDrk O;ogkj
(BRAND CHOICE AND CONSUMER BEHAVIOUR)
czk.M ds izHkkodkjh foi.ku ds fy, ;g vko';d gS fd czk.M vkSj mRikn Kku ds izfr Øsrk
D;k tkudkjh j[krk gSA vuqHko crykrs gS fd fofHkUu izdkj ds czk.M izkI; gSA czk.M mudh dherksa
rFkk mRikn fo'ks"krkvksa ds vk/kkj ij fHkUu&fHkUu gksrs gS] blfy, miHkksDrkvksa ds nf"Vdks.k vkSj
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mldh vko';drk dks /;ku esa j[kdj czk.M dk fu/kkZj.k djuk pkfg, fd miHkksDrk czk.M dks dSls
ilUn djrk gSA vktdy fofHkUu rjg ds xf.krh; ekWMy gS tks miHkksDrk ds czk.M ilaUnxh ds
O;ogkj ds ckjs esa O;k[;k djrs gSA
czk.M fu"Bk ekWMy ;g fo'okl djrk gS fd Øsrk fdlh fo'ks"k czk.M ds izfr bl rjg dh
izkFkfedrk ;k vknr cuk ysrk gS fd og mlh fo'ks"k czk.M dks ckj&ckj Ø; djrk gS vkSj nwljs
czk.M dks yxHkx udkj gh nsrk gSA bl ekWMy ds vUrxZr ;g ekuk x;k gS fd miHkksDrk cgqr gh
FkksM+k le; fdlh czk.M ilanxh ds fu/kkZj.k esa yxkrk gSA tc rd miHkksDrk dks mudk czk.M
visf{kr larq"Vh nsrk gS] rc rd os nwljs czk.Mksa ds izfr :fp ugha fn[kkrs gS vkSj mudk iz;ksx djuk
ilUn ugha djrs gSA leku :i ls fLFkj czk.M izkf;drk ekWMy mu fofHkUu rjg ds NwVksa vkSj fLFkj
izkf;drkvksa dk fu/kkZj.k djrk gS ftuls izHkkfor gksdj miHkksDrk fofHkUu czk.Mksa dk Ø; djrk gSA
;g ekWMy fo'okl djrk gS fd miHkksDrk dh vxyh ilUn ds ckjs esa Hkfo";ok.kh djuk laHko ugha
gS] ij ;g Hkfo";ok.kh vo'; dj ldrs gS fd miHkksDrk fdlh czk.M dks Ø; djus esa le; dk
fdruk vuqikr dke esa ysxkA vafre czk.M Ø; ekWMy] vfUre czk.M Ø; ds vk/kkj ij fuHkZj fofHkUu
fLFkj izkf;drkvksa dk lewg rS;kj djus esa layXu jgrk gSA KkuktZu ekWMy mu dkj.kksa dh izkf;drk
dks crykrk gS ftuls izHkkfor gksdj miHkksDrk viuh Ø; izkFkfedrkvksa dks le;≤ ij cnyrk
jgrk gSA ;g bl ckr ij fuHkZj djrk gS fd mijksDr czk.M vfUre ckj [kjhnk x;k Fkk vFkok
vLohdkj fd;k x;k FkkaA nwljs 'kCnksa esa bl ekWMy ds }kjk czk.M ilUnxh vkSj mÙkjorhZ czk.M
izkFkfedrk ds chp ds izHkko & lEcU/k dks tkuk tk ldrk gSA py ?kVd ekdZo ekWMy ;g fo'okl
djrk gS fd czk.M Ø; izkf;drk] vfUre Ø; vkSj lEcaf/kr izfr;ksxh czk.M ds O;kikfjd
vkd"kZ.k ls izHkkfor gksrh gSA izfr;ksxh foi.ku feJ.k ekWMy] miHkksDrk dh czk.M Ø; izkf;drk tks
fofHkUu foi.ku py rRoksa ds izfr Li"V gksrh gS vkSj muls lEcaf/kr inkFkksZa ;k Hkkjksa dh O;k[;k
djrh gS] tks fof'k"V miHkksDrk }kjk Mkys tkrs gSA
vUr esa dqy O;kogkfjd ekWMy fofHkUu izHkkoksa ds lUnHkZ esa czk.M ilUnxh dh O;k[;k djrs
gS tks fuEu izdkj ls gS%
(i) iwoZ izofÙk dk izHkko (czk.M ilUnxh ij miHkksDrk dh orZeku izofÙk dk izHkko)
(ii) vkarfjd lafpr vuqHko dk izHkko (vkarfjd lafpr mÙkstukvksa dk czk.M ilUnxh ij
izHkko)
(iii) miyC/krk dk izHkko (LVkd de gksus dh ifjfLFkfr;ksa dk czk.M ilUnxh ij izHkko)
(iv) mi;ksfxrk izHkko (czk.M ds mi;ksx djus dk czk.M ilUnxh ij izHkko)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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(v) e/;dkyhu vuqHko dk izHkko (czk.M ilUnxh ij e/;dkyhu vuqHko dk izHkko)
bl izdkj ls Øsrk O;ogkj dh lgh O;k[;k ds fy, ;g tkuuk vko';d gS fd Øsrk fdl
izdkj czk.M dks ilUn djrk gS vkSj czk.M fu.kZ;u izfØ;k dks le>rk gSA
11- Øsrk O;ogkj ds fl}kUr
(BUYER ‘S BEHAVIOUR THEORIES)
O;fDr dk Øsrkvksa ds :i esa O;ogkj ,d yEcs le; ls vFkZ'kkfL=;ksa] euksoSKkfudksa vkSj
lekt'kkfL=;ksa dks eksfgr djrk vk;k gS] fdUrq vHkh Hkh bl ckjs esa dksbZ mYys[kuh; tkudkjh
miyC/k ugha gks ikbZ gS ftlls Øsrk O;ogkj ds fl}kUr dks lkekU; :i esa Lohdkjk tk lds] D;ksa
fd muds }kjk fdlh mRikn ds lEca/k esa Ø; O;ogkj dh cgqr lhfer O;k[;k dh xbZ gSA Øsrk
O;ogkj ds fl}kUrksa dks fuEufyf[kr Hkkxksa esa ckaVk tk ldrk gS%
(a) vkfFkZd fl}kUr (Economic Theory)
(b) euksoSKkfud fl}kUr (Psychological Theory)
(c) lekt'kkL=h; fl}kUr (Sociological Theory)
(d)miHkksDrk O;ogkj ds vU; O;kid fl}kUr (Others Comprehensive Theory
of Consumer Behaviour)
(a) vkfFkZd fl}kUr (Economic Theory)
miHkksDrk O;gkj dk vkfFkZd fl}kUr vYÝsM ek'kZy }kjk izfrikfnr fd;k x;k tks lhekUr
mi;ksfxrk dh fopkj/kkjk ds leFkZd gSaA miHkksx ds lkFk ekax vkSj cktkj ewY; ds bjknksa ds lkFk
miHkksDrk ilan ds vkilh lEcU/k dks ek'kZy us okLrfod rkSj ij igpkukA vkfFkZd fl}kUr bl
/kkj.kk ij vk/kkfjr gS fd O;fDr foosd'khy Øsrk gksrk gS] ftlds ikl cktkj lEca/kh iwoZ lwpuk,a
gksrh gS] lkFk gh mudks viuh vko';drkvksa vkSj bPNkvksa dk iw.kZ Kku gksrk gSA os bu lwpukvksa ,oa
tkudkjh ds vk/kkj ij budk mi;ksx Ø; eqnzk ls vf/kdre lUrqf"V izkIr djus ds fy, djrs gSA
;fn muds ikl lwpuk,a i;kZIr u gksa vkSj mUgsa vf/kdre larqf"V izkIr u Hkh gks] rks Hkh os vius Ø;
O;ogkj dks foosdiw.kZ ekurs gSA vkfFkZd fl}kUr ds vuqlkj vkfFkZd O;fDr dk O;ogkj foosdkRed
gksrk gS] og vius lhfer lk/kuksa ls vf/kd lUrqf"V izkIr djuk pkgrk gSA vr% og fdlh Hkh oLrq
ds Ø; ls iwoZ mlds ewY;ksa dh xq.kksa ;k mi;ksfxrk ls rqyuk djrk gS vkSj tks oLrq de ls de
ewY; esa feyrh gS rFkk vf/kdre mi;ksfxrk iznku djrh gS] og mls gh Ø; djrk gSA ek'kZy us
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ewY; dks ifjorZuh; ekuk gS tcfd vU; ?kVdksa dks vifjorZuh; ekudj mi;ksfxrk fl}kUr ds
vk/kkj ij miHkksDrk ds O;ogkj dk fo'ys"k.k fd;k FkkA dbZ vkfFkZd ?kVd tSls fd O;fDrxr vk;]
miHkksDrk vk; dh lEHkkouk] ifjokj dk vkdkj] m/kkj dh lqfo/kk,¡ vkSj cktkj dh fudVrk vkfn
miHkksDrk dks O;fDrxr miHkksx ds fy, viuh vk; dks [kpZ djus ds <ax dks izHkkfor djrs gSA
bl izdkj Ø;&'kfDr ds fy, fuf'pr jde r; gksrh gS vkSj ftldk mi;ksx miHkksDrk
viuh vko';drkvksa ,oa :fp;ksa ds vuqlkj fofHkUu fn, x, ewY;ksa ij fHkUu & fHkUu mRiknksa dks Ø;
djus esa [kpZ djrk gS ,oa vf/kdre mi;ksfxrk izkIr djrk gSA le & lhekUr mi;ksfxrk fu;e
bldk leFkZu djrk gS fd lhfer Ø; 'kfDr mls vf/kdre larqf"V iznku djrh gSA22 ;g ml
fl}kUr ij vk/kkfjr gs ftlds vuqlkj Ø; fu.kZ; cM+s foosdkRed vkSj tkx:d vkfFkZd x.kuk ds
vk/kkj ij fy, tkrs gSA23
miHkksDrk O;ogkj dk vkfFkZd fl}kUr v/kwjk vkSj vokLrfod gSA vFkZ'kkL=h;ksa ds vuqlkj
miHkksDrk larqf"V ds fy, vius ikl miyC/k lalk/kuksa dk mfpr caVokjk djrs gS] ij vDlj ;g
dgk tkrk gS fd os dHkh Hkh mudh larqf"V vksj mi;ksfxrk dks ekius esa leFkZ ugha gksrsA24 bl
ekU;rk dh vU; lhferrk ;g gS fd miHkksDrk ds ikl mu leLr rjhdksa dh tkudkjh gksrh gS
ftuls os viuh bPNkvksa dks lUrq"V dj lds] ij okLro esa miHkksDrk viuh lHkh vko';drkvksa ds
egRo vkSj izdfr ds ckjs esa lEiw.kZ tkudkjh ugha j[krs gSA
vkfFkZd fl}kUr dsoy dher ,oa vk; dk miHkksDrk O;ogkj ij iM+us okys izHkko dks
js[kkafdr djrs gS tcfd vusd vU; ?kVd tSls& vocks/ku] euksofÙk;k] vfHkizsj.kk] lh[kuk ;k
KkuktZu] izfØ;k] lkekftd oxZ rFkk tkfr ij /;ku ugha fn;k x;kA ;g fl}kUr cnyrk ugha gS
fd ekuoh; vko';drk dk fuekZ.k dSls gksrk gS vkSj muesa ifjorZu D;ksa gksrs gSaA vU; 'kCnksa esa ;g
fl}kUr mu ewyHkwr iz'uksa dh mis{kk djrk gS tks ;g iwNrs gS fd mRikn ,oa czk.M izkFkfedrkvksa dk
fuekZ.k dSls gksrk gSA ;g fl}kUr Øsrk&O;ogkj dk Li"Vhdj.k dsoy vkfFkZd ?kVdksa tSls%&
oS;fDrd vk;] LoSfPNd vk;] m/kkj lqfo/kk,¡] dher vkfn ds lUnHkZ esa gh djrk gS vkSj vukfFkZd
?kVdksa dks ekU;rk ugha nsrk gSA
vkfFkZd ekWMy esa lHkh cktkjksa dks leku ekuk x;k gS] tcfd O;ogkj esa ,slk ugha gksrk gSA
lHkh cktkjksa esa dqN fHkUurk,a gksrh gS rFkk muesa fHkUu&fHkUu :fp;ksa okys xzkgd gksrs gSA izR;sd
O;fDr bl fl}kUr dh ekU;rkvksa ds vk/kkj ij Ø; fu.kZ; ugha djrs gSA dHkh&dHkh ewY; de gksus
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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ij Hkh dqN yksx ml oLrq dks [kjhnuk de dj nsrs gSA ek'kZy dk ;g fl}kUr mRikn rFkk czk.M
ojh;rk ds ewy iz'u dks gh udkj nsrk gS tks fd Ø; fu.kZ;ksa esa cgqr egRoiw.kZ gksrk gSA
Øsrk&O;ogkjksa dk vFkZ'kkL=h; fl}kUr Øsrk dks ,slk foosd'khy izk.kh ekurk gS tks fd
mi;ksfxrk ds vf/kdre djus ds fl}kUr dk vuqlj.k djrk gS vkSj lhekUr mi;ksfxrk gkl fu;e
ds vk/kkj ij Ø;&eqnzk dk forj.k oLrqvksa vkSj lsokvksa dh [kjhn gsrq djrk gSA oLrqr% ;g fl}kUr
fujFkZd iqujko`fÙk djus okyk gS vkSj u rks iw.kZr% xyr vkSj u lgh gSA25 bls vkn'kZkRed fl}kUr
ekuk x;k gSA
(b) euksoSKkfud fl}kUr (Psychological Theory)
ekuo O;ogkj dk v/;;u] euksfoKku dk dk;Z{ks= gSA Øsrk O;ogkj ds Li"V vocks/ku esa
euksfoKku ij vk/kkfjr O;ogkj /kkj.kkvksa vkSj euksoSKkfud fopkjksa us cgqr ;ksxnku fn;k gSA
euksfoKku bl ckr dk v/;;u gS fd ekuo ,slk O;ogkj D;ksa djrs gS vkSj muesa ls dbZ fl}kUr
miHkksDrk O;ogkj dh O;k[;k djus esa mi;ksxh fl} gqvk gSA euksoSKkfud fl}kUr ekuoh; xq.kksa]
ekuo ds O;ogkj] mlds izjs.kkvksa] mlds vocks/ku] mlds euksofÙk;ksa] mlds O;fDrRo vkSj og dSls
lh[krk gS vkfn ds v/;;u ds fy, mi;ksxh gSA ;g lHkh ?kVd miHkksDrk O;ogkj dks le>us esa
lgk;d gksrs gSaA26 miHkksDrk O;ogkj ls lEcaf/kr egRoiw.kZ euksoSKkfud fl}kUr fuEu gS%
(i) mÙkstuk & izR;qÙkj KkuktZu fl}kUr (The Stimulus – Response Learning
Theory):
yksx D;ksa vkSj dSls fl[krs gS rFkk dSls fuf'pr tkudkjh izkIr djrs gS vkfn
ekuoh; O;ogkj ds ewy igyw gSA KkuktZu ls rkRi;Z vkpj.k esa gq, ml ifjorZu ls gS] tks
vuqHko ,oa O;ogkj ls mRiUu gksrk gSA mÙkstuk izR;qÙkj KkuktZu fl}kUr (,l-vkj-fl}kUr)
:lh euksoSKkfud ikoykso ds }kjk fd, x, ijh{k.kksa ij vk/kkfjr gSA bl fl}kUr dh izsj.kk
mUgsa vius dqÙks ds O;ogkj ls feyh Fkh] os vius dqÙks dks [kkuk f[kykus ls igys lnSo ?k.Vh
ctkrs FksA dqN gh le; esa mUgksusa dqÙks dks ;g fl[kk fn;k fd ?k.Vh ctkus ij ykj Vidk
ns] pkgs mls [kkuk fn;k tk,a vFkok ughaaA ikoykso us fu"d"kZ fudkyk fd KkuktZu thou
ls tqM+k gS vkSj vf/kdka'k O;ogkj blh ls izHkkfor gksrk gSA27 ckn esa vusd euksoSKkfudksa us
pwgksa] i'kqvksa rFkk vUrr% euq";ksa ij bl lEcU/k esa ijh{k.k fd,A
KkuktZu dh izfØ;k pkj vk/kkjHkwr ?kVdksa tSls% izsj.kk,¡] euksHkkoksa] izR;qÙkj rFkk
iqu:Ùkstuk vFkok izcyhdj.k ij vk/kkfjr gSA izsj.kk,¡ (vko';drk ,oa izsj.kk) ,d mÙkstd
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'kfDr gS] tks Hkhrj ls mBrh gS rFkk fdlh dk;Z dks djus dh izsj.kk nsrh gSA euksoSKkfud
,slh izsj.kkvksa dks nks oxksZa esa foHkkftr djrs gS & izFke] ekufld izsj.kk,¡ ,oa f}rh; Kkr
izsj.kk,aA euksHkko Hkh mÙkstd izsj.kk,a gS] fdUrq izsj.kkvksa dh rqyuk esa detksj gksrs gSA
euksHkko dc] dgka o dSls iz'uksa dk mÙkj nsrs gSA euksHkko ds izfr ekuo dh izfrfØ;k gh
izR;qÙkj gS] fdUrq izR;sd euksHkko :i ,d gh izR;qÙkj mRiUu djs] ;g vko';d ugha gSA
izR;qÙkj dh fn'kk izR;sd O;fDr ds fiNys vuqHkoksa ij fuHkZj djrh gS] fdlh O;fDr dk
fiNyk vuqHko mlesa izR;qÙkj mRiUu djrk gSA vr% ;fn fdlh O;fDr dk fiNyk vuqHko
ykHkknk;h jgk gS rks izR;qÙkj ,d fo'ks"k izcyrk ls mRiUu gksrk gS rRi'pkr~ mlesa ,sls
euksHkko ckj&ckj mRiUu gksrs gSA
KkuktZu ls rkRi;Z vkpj.k esa gq, ml ifjorZu ls gS] tks vuqHko ,oa O;ogkj ls
mRiUu gksrk gSA ewY;] fdLe] czk.M] iSdst vkfn mRikn fo'ks"krk,¡ ml mRikn ds ckjs esa
euksHkko ;k vkdfr mRiUu djrs gS] tks miHkksDrk ds izR;qÙkj dks izHkkfor djrs gSA foKkiu]
foØ; laoZ}u vkfn fØ;k,a Hkh mRikn ds izfr Øsrk esa euksHkkoksa ;k mldh vkdfr dks tUe
nsrh gSA euksHkko ds izfr tc izR;qÙkj feyrk gS rks miHkksDrk ml mRikn dks Ø; djrk gSA
izR;qÙkjksa dh izcyrk gh miHkksDrk dks ckj&ckj mlh mRikn dks Ø; djus dh izsj.kk nsrh gSA
vuqHko o lh[k ds vuq:i fd;k x;k O;ogkj vknr cu tkrh gSA
mÙkstuk izR;qÙkj KkuktZu fl}kUr foi.ku esa ykHknk;d gSA ;g fl}kUr crykrk gS
fd fdlh oLrq dh fdLe] fo'ks"krk,¡ vkfn vU; izfrLi}hZ oLrq dh rqyuk esa vf/kd vPNh
gksxh rks Øsrk dk fu.kZ; mlls izHkkfor gksxkA ,l-vkj-fl}kUr u;s mRiknksa vkSj czk.Mksa ds
foi.ku] czk.M vknrksa dks tkuus ,oa foØ; lao}Zu ;kstukvksa tsls eq¶r uewuksa ds forj.k
vkfn ij ykHknk;d jgk gSA ;g fl}kUr izHkkodkjh foKkiu O;wg jpuk ds {ks= esa ekxZn'kZu
djrk gSA vr% mudksa izHkkoh cukdj xzkgdksa dks Ø; gsrq izsfjr fd;k tk ldrk gSA
(ii) xsLVkYV fl}kUr (The Gestalt Theory):
xsLVkYV euksfoKku ftls lkekftd foKku dgk tkrk gS] Øsrk O;ogkjksa ds v/;;u
gsrq Øsrk rFkk mlds okrkoj.k dks vfHkUu ekuus ij cy nsrk gS vkSj mu fofHkUu y{;ksa ij
/;ku dsfUnzr djus dh vko';drk izdV djrk gS ftudh izkfIr gsrq O;fDr iz;kl djrk gSA
Øsrk O;ogkjksa ds Li"V vocks/ku vkSj mlds dqy okrkoj.k dks le>us esa xsLVkYV euksfoKku
dk egRoiw.kZ ;ksxnku jgk gSA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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1930 esa dqrZ ysfou }kjk xsLVkYV fl}kUr esa dqN mi;ksxh la'kks/ku fd, x,A ysfou
ds Lohdr rF; gS fd ekuo dk thou tfVy euksoSKkkfud {ks= ds izHkkoksa ls f?kjk jgrk gSSSSA
,d O;fDr dk dk;Z {ks= vFkok thou LFkku dn~kfpr O;fDr;ksa ds O;ogkj ds le; mlds
okrkoj.k vkSj O;fDrxr lEcU/kksa ds dqy orZeku ?kVdksa ls izHkkfor gksrk gSA28 ysfou ds
vuqlkj O;fDr viuh euksoSKkfud] lkekftd vko';drk,¡ lkFk ykrs gS ftuls os O;fDrxr
rFkk lkewfgd :i ls O;Dr djrs gSA ysfou ds rF; xsLVkYV fl}kUr esa mi;ksxh la'kks/ku
djrs gSA
miHkksDrk O;ogkj dks le>us ds fy, ,d foi.kudÙkkZ dks mu okrkoj.kh; lEca/kksa
dks Hkh le>uk pkfg, ftlls miHkksDrk izHkkfor gksrs gSA foi.kudÙkkZ bls le>us ds
i'pkr gh mudh vko';drkvksa dks lUrq"V djus dk iz;Ru djrs gSA xsLVkYV fl}kUr
foi.ku dk /;ku mu fn'kk esa dsUnzh;Hkwr djrk gSA ftuls miHkksDrk vius m}s';ksa vkSj
dYiukvksa dks tkurk gS] ftudk vDlj og lkeuk djrs gSA vocks/ku esa euks;ksx vkSj
Hkk"kkUrj.k (O;k[;k) nksuksa lfEefyr gSA29
tc miHkksDrk vocks/ku vkSj eukso`fÙk;ksa ds chp okLrfod vUrj dk vuqHko djrk gS
rc ifj.kkeLo:i laKku fookn mRiUu gks tkrs gS] miHkksDrk ,sls fookn dks ukilUn djrs
gSA foi.kudÙkkZ bu fooknksa ds dkj.k izHkkfor gksrs gS] ifj.kkeLo:i foi.kudÙkkZ laKku
fooknksa dks nwj djus ds fy, foKkiu vkSj oS;fDrd foØ; dk lgkjk ysrs gSA ,slk djus ls
Ø; ck/kk,a nwj gksrh gS vkSj miHkksDrk ;g lkspus yxrk gS fd mldk Ø; fu.kZ; Bhd gS]
blds vfrfjDr foi.ku dk;ZØe Hkh izHkkoh curs gSA
(iii) euksfo'ys"k.kkRed fl}kUr (The Psychoanalytical Theory):
euksfo'ys"k.kkRed fl}kUr ds fodkl dk Js; flxeu Qz;wM dks gSA ;g fl}kUr
ekuo O;fDrRo ds rhu rRoksa ij vk/kkfjr gS% uSlfxZd ;k ewy izo`fÙk;k¡ mldh ekufld
'kfDr dk ewy L=ksr gksrh gS] tks ml O;fDr dks fdlh dk;Z ds fy, izsfjr djrh gSA ije~
vge~ O;fDrRo dk nwljk rRo gS] tks fdlh O;fDr dh vUrZvkRek dks izdV djrk gSA ije~
vge~ O;fDr dks ogh djus dh izsj.kk nsrk gS] tks lkekftd :i esa ekU; gSA vge~ ewy
izofÙk;ksa dk ltx ,oa foosdiw.kZ funsZ'kd gSA O;fDr dk vge~ mls viuh ewy izofÙk;ksa dks
lUrq"V djus dh izsj.kk nsrk gSA pwafd ewy izofÙk;ksa esa dqN vlkekftd ;k i'kq izofÙk;k¡
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Hkh gksrh gS vr% dHkh & dHkh vge~ O;fDr dks ,slh izofÙk;ksa dks larq"V djus ds fy, izsfjr
dj ldrk gSA
O;fDrRo ds bu rhuksa rRoksa esa ije~ vge~ gesa vkn'kZ O;ogkj djus dh izsj.kk nsrk gSA
nwljh vkSj O;fDr esa ewy ;k uSlfxZd izofÙk;k¡ Hkh gksrh gS] tks vPNh ;k cqjh] lkekftd ;k
xSj & lkekftd Hkh gks ldrh gSA vr% ije~ vge~ ,oa uSlfxZd izofÙk;ksa esa }Un gksrk gSA
fdUrq] O;fDRo dk rhljk rRo vge~ bu nksuksa rRoksa esa lUrqyu LFkkfir djrk gSA vge~
vkn'kZ O;ogkj ,oa ewy izofÙk;ksa ds chp e/;LFkrk djrk gS vkSj nksuksa dks gh lUrq"V djus esa
lgk;rk djrk gSA euksfo'ys"k.kkRed fl}kUr ,d fo'ks"k mRikn vkSj czk.M ds Ø; gsrq
O;fDr;ksa ds okLrfod izsj.kkvksa dks le>us esa cktkjdÙkkZvksa dks enn djrk gSA
bl izdkj euksfo'ys"k.kkRed fl}kUr O;fDr;ksa ds ekufld fo'ys"k.k ij gh vk/kkfjr
gSA bl fl}kUr ds vuqlkj O;fDr lkekU;r% os gh oLrq,¡ [kjhnrk gS] tks lkekftd :i ls
ekU; ,oa ojh;rk izkIr ewy izofÙk;ksa dks lUrq"V djus ds fy, vko';d gksrh gSA bl dkj.k
foi.kudÙkkZ dks ;g vuqHko gks x;k gS fd miHkksDrk Ø; dks lkekftd :i ls ekU;rk
iznku djuh pkfg,A
(c) lekt'kkL=h; fl}kUr (The Sociological Theory)
euq"; ,d lkekftd izk.kh gS rFkk LoHkkor% og lewg esa jguk ilUn djrk gSA lekt esa gh
og tUe ysrk gS] fodflr gksrk gSA lewg ds fu;eksa] izfrekuksa] jhfr&fjoktksa] ekU;rk,¡ rFkk ijEijk,¡
O;fDr ,oa mlds O;ogkj dks izHkkfor djrs gSA miHkksDrk dk O;ogkj mlds lekt ,oa ifjokj ds
lnL;ksa ds lkekftd O;ogkj ,oa laLdfr ls izHkkfor gksrk gSA blds vfrfjDr mi & lkaLdfrd
?kVd] O;fDrRo ,oa izkFkfed lewg (tSls & ifjokj] ?kfu"V fe=] iM+kSlh] lgdehZ vkfn) mlds
O;ogkj dks izHkkfor djrs gSA
bl fl}kUr ds izfriknd FkkslZVhu oscysu gSA oscysu ,d iqjkruoknh vFkZ'kkL=h Fks] fdUrq
ckn esa lkekftd fopkjd cu x;sA vr% mu ij lkekftd ekuo foKku dk fo'ks"k izHkko FkkA
Qyr% os euq"; dks ,d lkekftd i'kq le>rs Fks rFkk mudk ;g ekuuk Fkk fd izR;sd euq"; dh
vko';drk,¡] bPNk,¡ rFkk O;ogkj ml lewg ls izHkkfor gksrk gS] ftlesa og euq"; jgrk gSA
FkkslZVhu oscysu us fofHkUu oxksZa ls lEcaf/kr O;fDr;ksa dh miHkksx vknrksa dk v/;;u fd;k vkSj ik;k
fd mudh Ø; izsj.kk,¡ viuh vko';drkvksa ls izHkkfor ugha gksrh gS] mlls dgha T;knk viuh
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izfr"Bk dks cuk,¡ j[kus esa gksrh gSA30
lekt'kkL=h fl}kUr esa crk;k x;k fd miHkksDrk dk LoHkko
,oa O;ogkj mlds] laLdfr] mi laLdfr] lkekftd oxZ] ifjokj] lanHkZ] lewg vkSj izkFkfed lewg
(tSls&ifjokj] ?kfu"V fe=ksa] lgdehZ iM+kSlh vkfn) ls izHkkfor gksrk Gsa
foi.kudÙkkZ dks ;g fu/kkZfjr djuk iM+rk gS fd fofHkUu lkekftd lewg ds yksx lkekU;r%
fdl izdkj ,oa izeki dh oLrq,¡ [kjhnrs gS vFkkZr lekt dk dkSulk Lrj mRikn dh ekax ij lcls
vf/kd izHkko Mkyrk gS rkfd os viuh laLFkk dk mRikn fu;kstu mlh ds vuq:i dj ldsA
foi.kudÙkkZ vius xzkgdksa dks muds lkekftd vkSj lkaLdfrd fHkUurk ds vk/kkj ij oxhZdr dj
ldrs gSA ;g bl izdkj ds foHkfDrdj.k ds fy, ykHknk;d vk/kkj gSA
(d) miHkksDrk ds vU; O;kid fl}kUr (Other Comprehensive Theories of
Consumer Behaviour)
miHkksDrk O;ogkj ds mi;qZDr lHkh fl}kUr vFkZ'kkfL=;ksa] lekt'kkfL=;ksa] euksoSKkfudksa vkfn
us fodflr fd;s gS] fdUrq foxr dqN o"kksZa esa dqN fl}kUr foi.ku'kkfL=;ksa us Hkh fodflr fd, gSA
tks fd fuEufyf[kr gSS%
(i) fudksfl;k ekWMy (The Nicosia Model):
QzklsLdks fudksfl;k]31 tks miHkksDrk O;ogkj ds v/;;u esa vxz.kh fo}ku Fks] mUgksusa 1966 esa
,d O;kid ekWMy izfrikfnr fd;k] ftlls miHkksDrk O;ogkj dh izfØ;k dk fo'ys"k.k fd;k tk
ldsA vr% bl ekWMy dks ^^fudksfl;k ekWMy** ds uke ls tkuk tkrk gSA bl ekWMy esa QeZ dh
fØ;kvksa ,oa miHkksDrk ds chp lEca/k LFkkfir djus dk iz;Ru vFkok iz;kl fd;k x;k gSA
fudksfl;k ekWMy esa ;g ekuk x;k gS fd QeZ dh fØ;k,¡ miHkksDrk dks izHkkfor
djrh gS vkSj ftlds ifj.kkeLo:i miHkksDrk Ø; fu.kZ; djrk gSA tc QeZ dk fdlh
mRikn ds lEca/k esa dksbZ lUns'k (foKkiu] foØ;drkZ ;k vU; izdkj ls ) miHkksDrk ds ikl
tkrk gS rks mlds eu esa mRikn ds lEca/k esa dksbZ u dksbZ /kkj.kk vo'; curh gSA bl
/kkj.kk ls izsfjr gks dj og ml mRikn dh [kkst ,oa ewY;kadu djuk izkjEHk dj ldrk gSA
;fn [kkst ,oa ewY;kadu ds ckn mRikn ds lEca/k esa miHkksDrk dh /kkj.kk ldkjkRed gksrh gS
rks mldh /kkj.kk Ø; fu.kZ; esa cny tkrh gSA fudksfl;k us vius ekWMy dh bl lEiw.kZ
izfØ;k dks fØ;k & fo'ys"k.k@ O;k[;k dk uke fn;k gSA
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fudksfl;k us ^^fØ;k fo'ys"k.k** ds pkj pj.k crk;s gS% izFke pj.k esa QeZ ,oa
miHkksDrk ds y{k.kksa dk esy gksrk gSA tc QeZ dk mRikn lans'k miHkksDrk ds ikl i¡gqprk gS
rks miHkksDrk ds eu esa mRikn ds lEcU/k esa dksbZ u dksbZ /kkj.kk mRiUu gksrh gSA ;g /kkj.kk
gh nwljs pj.k@ {ks= dk fuos'k gksrk gSA nwljs pj.k ;k {ks= esa miHkksDrk ml /kkj.kk dks
iq"V djus ds fy, ml mRikn dh [kkst djrk gS rFkk mudk Hkh ewY;k¡du djrk gSA ;fn
[kkst ,oa ewY;k¡du ds ckn mlesa mRikn ds Ø; dh izsj.kk tkxr gksrh] gS rks og vxys
pj.k esa c<+rk gSA ;g izsj.kk gh vxys pj.k ds fy, fuos'k dk dke djrk gSA rhljs {ks=
vFkok pj.k esa miHkksDrk ml mRikn ds Ø; dk fu.kZ; djrk gS rFkk Ø; djus gsrq
vko';d dk;Zokgh djrk gSA pkSFks pj.k vFkok {ks= esa miHkksDrk ml Ø; fd;s x;s mRikn
dk mi;ksx djrk gSA ;gh lEiw.kZ iz.kkyh dk ifj.kke ;k mRiknu gSA mRikn ds mi;ksx ds
ifj.kkeksa dh QeZ tkudkjh Hkh izkIr djrh gS tks QeZ ds fy, izfriqf"V gksrh gSA
(ii) gksokMZ & lsB ekWMy (The Howard – Sheth Model):
bl O;kid ekWMy dk fodkl tkWu gksokMZ rFkk txnh'k lsB us fd;k gSA32 blfy,
bls gksokMZ&lsB ekWMy rFkk txnh'k ds uke ls tkuk tkrk gSA bl ekWMy esa miHkksDrk
O;ogkj dh O;oLFkk ds fy, vusd ?kVdksa dks dke esa fy;k x;k gSA gksokMZ&lsB ekWMy
O;k[;k djrk gS fd ,d miHkksDrk fdl izdkj miyC/k mRiknksa dh rqyuk djds viuh
vfHkyk"kkvksa vFkok bPNkvksa dh iwfrZ ds fy, fdlh ,d dks ilUn djrk gS vFkok pqurk gSA
bl ekWMy esa ;g ekuk x;k gS fd miHkksDrk ,d lEiw.kZ iz.kkyh gS] ftlls izsj.kkvksa
dk fuos'k ;k vknku fd;k tkrk gS rFkk mRiknu ;k ifj.kke miHkksDrk esa mRikn Ø; ds
lkFk&lkFk iw.kZ gks tkrk gSA fuos'k ;k vknku rFkk mRiknu ;k iznku ds chp vusd ?kVd
gksrs gS] tks miHkksDrk dh lksp ,oa lh[k dks izHkkfor djrs gSA bu py ?kVdksa dks dkYifud
ekuk tkrk gS D;ksa fd bUgsa okLro esa ekik ugha tk ldrk gSA ekWMy dks pkj vyx &
vyx Hkkxksa esa ckaVk x;k gS% fuos'k vFkok mÙkstukvksa dk izn'kZu] vocks/ku fuekZ.k] KkuktZu
fuekZ.k vkSj mRiknu ;k ifj.kkeA vknku ;k fuos'k py ?kVd miHkksDrk okrkoj.k ds rhu
míhiuksa ls cus gksrs gS mRikn dh HkkSfrd fof'k"Vrk (egRo ;k lkFkZdrk) vkSj euksoSKkfud
;k mRikn dh izrhdokn fof'k"VrkA foi.kudÙkkZ }kjk mRikn lEcU/kh lwpuk,¡ miyC/k djkbZ
tkrh gSA rhljs izdkj dk míhiu gS% miHkksDrk dk lkekftd okrkoj.k (mldk ifjokj]
lanHkZ lewg vkSj lkekftd oxZ)A
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vocks/ku fuekZ.k ;k py ?kVdksa esa ;g ns[kk tkrk gS fd dSls miHkksDrk fuos'k vFkok
vknku míhiu vkSj vU; ekWMy ds Hkkxksa ls lwpuk,¡ vftZr djrk gSA ,d ckj tc miHkksDrk
}kjk mnhiu dks le> fy;k tkrk gS] rks KkuktZu fuekZ.k mlds fy, egRoiw.kZ gks tkrk gSA
KkuktZu fuekZ.k gS% izsj.kk] ilUn dlksfV;k¡ vFkok ilUn vk/kkj] euksofÙk;ka] czk.M O;kidrk]
fo'okL;rk] lUrqf"V vkfnA fofHkUu izdkj ds vocks/ku vkSj KkuktZu dh ikjLifjd fØ;k
(vkil esa tqM+uk) ds ifj.kkeLo:i Øsrk dk fdlh fof'k"V mRikn ;k czk.M ds izfr n<+
ekufld fopkj (opuc}rk) cu tkrs gSA
O;fDr dk Ø; O;ogkj mRiknu ;k ifj.kke gSA Ø; ds i'pkr miHkksDrk ds ikl
;g volj gksrk gS fd og bl ckr dk ewY;kadu djsa fd mlds }kjk fd, x, mRikn
lEca/kh fu.kZ; ls mls i;kZIr larqf"V feyh gS ;k ughaA Øsrk ds bjknksa esa ifjorZu mlds Ø;
vuqHkoksa] czk.M O;kidrk] euks;ksx ,oa euksofÙk;ksa ds ifj.kkeLo:i fopkjksa esa ifjorZu vkuk
gSA Øsrk ds Ø; bjknksa dks lkekftd ?kVd vkSj vuqekfur Hkkoh fLFkfr;ka izHkkfor djrh gSA
(iii) ,axy] dksysV ,oa CySdoSy ekWMy% (The Engle, Kollet and Blackwell
Model):
gksokMZ&lsB ekWMy dh rjg ,axy dksysV ,oa CySdosy us Hkh miHkksDrk O;ogkj dh
O;k[;k gsrq ,d O;kid ekWMy dk fodkl fd;kA33 bl ekWMy esa pkj ewy ?kVd 'kkfey gS%
dsUnzh; fu;a=.k bdkbZ] lwpuk izfØ;k] fu.kZ; izfØ;k vkSj okrkoj.k izHkkoA
dasUnzh; fu;a=.k bdkbZ] lwpuk vkSj vuqHko ds laxzg] ewY;kadu dlkSVh] euksofÙk;ksa
vkSj O;fDrRo ls cuk gksrk gSA ;s pkjksa py ?kVd O;fDr ds ekufld vFkok ckSf}d izfØ;k
ij izHkko Mkyrs gSA lwpuk izfØ;k ds ?kVd] miHkksDrk ds p;u&'khy mUeqfDr] euks;ksx]
le> vkSj mRikn o czk.M ls lEcaf/kr lwpuk dh /kkj.kk&'kfDr ds laxr vFkok le:i gSaA
fu.kZ; izfØ;k ds ?kVdksa dk ekWMy okrkoj.kh; izHkko Mkyrs gS tks miHkksDrk ds fu.kZ;
izfØ;k dks izR;sd pj.k ij izHkkfor djrs gSA izeq[k okrkoj.kh; ?kVd gS% vk;] laLdfr]
ifjokj] lkekftd ,oa 'kkjhfjd fLFkfrA
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12- fu.kZ;ksaijkUr fookn
(POST DECISION DISSONANCE)
fu.kZ;ksijkUr fookn xsLVkYV fopkj/kkjk ij vk/kkfjr gS] ftls fyvks QsfLVUtj }kjk
izfrikfnr fd;k x;kA34 bl fl}kUr ds vuqlkj izR;sd O;fDr laKku&jpukvksa ds vuq:i iz;Ru
djrk gS ,oa vius thou dks vkjkenk;d cukus ds fy, fparkvksa esa deh ykus dk iz;Ru djrk gSA
tc dksbZ O;fDr fu.kZ; ysrk gS rc lnSo mlds lkeus dqN fookn ;k foLojrk mRiUu gks tkrs gSA
,sls fookn ;k foLojrk dk dkj.k fu.kZ;drkZ dk ;g Kku gksrk gS fd veqd fu.kZ; ls dqN ykHk Hkh
gS vkSj uqdlku Hkh gSA vU; 'kCnksa esa fookn ;k foLojrk ml le; mRiUu gksrk gS tcfd miHkksDrk
ds ikl fdlh fof'k"V oLrq ds ckjs esa nksuksa izdkj dh vFkkZr~ fojks/kh lwpuk,¡ miyC/k gksaA
fookn ,d ,slk euksoSKkfud fookn gS tks fdlh mRikn ds Ø; fu.kZ; ds ifj.kkeLo:i
mRiUu gksrs gS] blfy, bls fu.kZ;ksijkUr dh fpark vFkok O;xzrk Hkh dgk tkrk gSA izR;sd miHkksDrk
tc ,d mRikn dks Ø; djrk gS rks mls miyC/k fofHkUu fodYiksa esa ls p;u djuk gksrk gS]
ifj.kkeLo:i og ,d dks rks ilan ,oa vU; mRikn dks vLohdr djrk gSA fdlh mRikn dks Ø;
djus ds i'pkr~ mlds eu esa dqN fpark,¡ fodflr gks tkrh gS] tks mlds }kjk p;fur fodYiksa esa
O;kIr dfe;ksa vFkok fojks/kh lwpukvksa ds dkj.k gks ldrs gSA
miHkksDrk }kjk vLohdr mRikn laKku&fookn mRiUu dj nsrs gSA fy;ks QsfLVUtj dk ;g fopkj
^^fu.kZ;ksijkUr fookn** ds uke ls tkuk tkrk gSA vr% Øsrk dks vLohdr fodYiksa dk vkd"kZ.k] pqus
gq, fodYiksa ds udkjkRed igyw] vusd fodYiksa dh miyC/krk] ilanxh dh lekurk,¡] foxr vuqHko
rFkk mRikn ds ckjs esa KkukHkko vkfn ?kVdksa dh tkudkjh gksrh gS tks fd mldh fpark dk dkj.k
curh gS]35 ifj.kkeLo:i fparkvksa dh ;g n'kk,¡ fu.kZ;ksijkUr fookn dk funsZ'ku djrh gSA bu
ifjfLFkfr;ksa ds vUrxZr miHkksDrk fuEufyf[kr izfrfØ;k djrk gS%
(i) mlds Lo;a ds }kjk izkIr dh xbZ lwpuk,¡ fo'okl fnykus dk iz;Ru djsxh] tks mRikn
Ø; esa lgk;d gksxhA
(ii) og mu lwpukvksa ds L=ksr ls vyx jgsxk tks fd mlds Ø; fo'okl dks de djrs gSA
(iii) vLohdr mRiknksa ds ifj.kkRed xq.k vkSj mRikn Ø; ds /kukRed xq.k ds ckjs esa og
tkudkjh izkIr djus dk iz;Ru djsxkA
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vusd O;fDr;ksa dk fopkj gS fd bl fl}kUr dks fu.kZ; iwoZ O;ogkjksa ds Li"Vhdj.k gsrq
iz;qDr fd;k tk ldrk gS] blds foijhr dqN yksxksa dk ;g ekuuk gS fd vusd n'kkvksa esa
iwoZ&fu.kZ; O;ogkjksa dk i;kZIr Kku djkus esa laKku fopkj/kkjk fl}kUr vf/kd lg;ksx ugha djrk
gSA36 gksyksos tSls fo}ku }kjk fd, x, izk;ksfxd losZ{k.kksa us tks fu"d"kZ izLrqr fd;s gSa os crykrs gS
fd ,slk fookn mu oLrqvksa ds Ø; esa de iSnk gksrk gS tks vfr izyksHku ds lkFk [kjhnh tkrh gSA
blh izdkj ftu Øsrkvksa ds ikl i;kZIr tkudkjh vkSj lwpuk,¡ gksrh gS] os Hkh bl vleatl dh
fLFkfr ls dkQh cps jgrs gSA lokZf/kd fookn ;k vlatlerk mu oLrqvksa ds Ø; fu.kZ; dh
ifjfLFkfr;ksa esa mRiUu gksrh gS ftuds vf/kdka'k xq.k leku gksA
vr% Hkkjr esa miHkksDrk O;ogkj v/;;u izdV djrs gS fd tc ^^miHkksDrk fofHkUu
fodYiksa ds vusd xq.kksa vFkok rRoksa dk lkeuk djrs gS rc og laHkor% fu;fer czk.M ilan ds Ø;
dk fu.kZ;u djrs gS ysfdu og viuh okLrfod ilan ds ckjs esa ges'kk vfu'fprrk eglwl djrs
gSA**37
13- Hkkjrh; lanHkZ esa miHkksDrk Ø; O;ogkj
(CONSUMER BUYING BEHAVIOUR IN INDIAN CONTEXT)
tula[;k dh nf"V ls Hkkjr fo'o esa nwljs LFkku ij gSA ;agk 600000 xk¡o ,oa yxHkx 5000
dLcs rFkk 'kgj gSA bu dLcksa vkSj 'kgjksa esa fofHkUu vkB dsUnz 'kkflr izns'k gS tgka dqy ns'k dh
turk dk 20 izfr'kr fgLlk fuokl djrk gSA bl ns'k esa 17 fofHkUu Hkk"kkvksa dk lewg gS vkSj ;agk
dksbZ jk"Vªh; iz/kku iks'kkd] vknrsa ;k izkFkfedrk ds rjhds ugha gS tSlk fd fodflr ns'kksa esa izk;%
gksrk gSaA miHkksDrk ,oa Øsrk O;ogkj dk cnyrk rjhdk] HkkSxksfyd] lkaLdfrd] /kkfeZd] vkSj {ks=h;
foHksn Hkkjrh; foi.ku iz.kkyh dks izHkkfor djrk gSaA lkekU; Hkkjrh; ,d fuf'pr czk.M ds izfr
dBksj fu"Bkoku gksrk gS vkSj vKku o'k nwljs czk.M dks viukus esa fgpfdpkrk gSA Hkkjrh;
miHkksDrkvksa esa vPNh fdLe ds mRiknksa] mfpr dher vkfn ds izfr tkxfr nsjh ls 'kq: gqbZ gS vkSj
vc ;g fujUrj c<+ jgh gSA
izk;% Hkkjrh; miHkksDrk ds ckjs esa ;g dgk tkrk gS fd og ykxr ds izfr vFkkZr dher ds
izfr vf/kd tkx:d gS vkSj fdLe dks vf/kd egRo ugha nsrk gSA oLrqr% vc ;g ckr izkekf.kd ugha
ekuh tk ldrh gSA Ø;&'kfDr ,oa 'kS{kf.kd Lrjksa ds Åapk gksus ds lkFk&lkFk Hkkjrh; miHkksDrk esa
fdLe psruk dk lapkj rsth ls gqvk gS vkSj gksrk tk jgk gSA Hkkjrh; miHkksDrk fons'kh oLrqvksa dks
Åaps ewY;ksa ij Hkh [kjhnus dks ykykf;r jgrs gSA fons'kh oLrqvksa ds izfr tks yyd vkSj ykylk rsth
ls c<+h gS] og mPp oxZ vkSj e/;e oxZ ds miHkksDrkvksa dh [kjhn lajpukvksa dks izHkkfor djrh gSA
lkekU; miHkksDrk fdLe okyh oLrq dks dher dh rqyuk esa rHkh izkFkfedrk nsrk gS tcfd fdLe ,oa
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dher ds chp mfpr vkuqikfrd lEca/k gksA ;fn dher dkQh vf/kd gS rks og fdLe dh mis{kk dj
ldrk gSaA oLrqvksa dh dkQh uhph dhersa Hkh miHkksDrk dks izHkkfor djrh gSA
Hkkjrh; miHkksDrk ds Ø; O;ogkj lkSnsckth dh izofÙk ,oa bjkns dks vfHkO;Dr djrs gSA
xzkeh.k miHkksDrk izk;% lkSnsckth }kjk gh [kjhn djrs gSA i<+s fy[ks izxfr'khy nf"Vdks.k okys
miHkksDrk lkSnsckth rks ugha djrs gS fdUrq bjknk vo'; izdV djrs gS] os izk;% ;g dgdj bjknk
izdV djrs gS fd vc rks dhersa fxj x;h gS vFkok ;g LVkWd rks iqjkuh dherksa okyk gksxk] fdUrq
dherksa esa deh gsrq vR;f/kd ncko ugha Mkyrs gSA Hkkjrh; miHkksDrk vf/kd i<+s fy[ks ugha gS vkSj
iw.kZr% lwfpr ugha gSA Hkkjrh; miHkksDrk oxZ czk.M ds izfr vf/kd tkx:d gksrk tk jgk gS] czk.M
okyh oLrqvksa dks vf/kd fo'oluh;] fdLe okyh vkSj izkekf.kd ekurk gSaA czk.M okyh oLrqvksa ds
fy, vf/kd Åaph dher Hkh nsus dks rS;kj jgrk gSA ;|fi vU; lkekftd] euksoSKkfud ,oa vkfFkZd
Ø;&izsj.kk,a vkSj O;kolkf;d lqfo/kk,¡ Hkkjrh; miHkksDrkvksa ds [kjhn fu.kZ;ksa dks izHkkfor djrh gS]
fQj Hkh lokZf/kd :i ls m/kkj ,oa xkj.Vh lqfo/kk,¡ mUgsa fujUrj iqu[kZjhn gsrq izsfjr djrh gS]
laj{k.k izsj.kk nsrh gS vkSj i;kZIr ek=k esa [kjhn gsrq izksRlkfgr djrh gSA oLrqr% Hkkjrh; miHkksDrk
dh fuEu Lrjh; vkfFkZd fLFkfr us m/kkj ds egRo dks c<+kok fn;k gSA blds vykok lhfer
Ø;&'kfDr ds vR;qÙke lnqi;ksx dks lEHko cukus dh rhoz bPNk us Hkh mUgsa xkj.Vh 'krksZa ds izfr
lEeku izdV djus dks foo'k fd;k gSA
Hkkjrh; miHkksDrk vius fgrksa] :fp;ksa] vf/kdkjksa rFkk dfBukb;ksa ds izfr tkx:d rks gS]
fdUrq os muds ckjs esa lEcaf/kr i{kksa dks f'kdk;r ugha djrs gSA cgqr de i<+s&fy[ks yksx xyr oLrq
dh [kjhn dks viuh ew[kZrk ekudj /khjt dj ysrs gSA i<+s&fy[ks yksx Hkh fuekZrkvksa dks nks"kiw.kZ
oLrqvksa ds ckjs esa izk;% f'kdk;r ugha djrs gSA L=h Øsrk & oxZ oLrqvksa ds mi;qDr u gksus ij
nqdkunkjksa ds lkeus >qa>ykgV izdV djds vkSj oLrq cnyok dj lUrks"k dj ysrk gSA orZeku esa
f'kdk;rh izofÙk dks c<+kok feyus yxk gSA ljdkj Lo;a gh miHkksDrkvksa ds fgrksa dh j{kk ds fy,]
fdLe] dher] yscfyax] czkafMax vkfn fØ;kvksa vkSj O;ogkjksa ij fu;a=.k j[krh gSA Hkkjrh;
miHkksDrkvksa dk mPp o e/;e oxZ ,d lkFk vR;f/kd ek=k esa [kjhn djus dh izofÙk dks c<+kok ns
jgk gSA ukSdjh is'ks okyk oxZ Hkh iwjs eghus ds izFke lIrkg esa gh leLr [kjhn djuk vf/kd ilUn
djrk gSA m/kkj dh lqfo/kkvksa us iquØZ; rFkk Hkkjh ek=k esa Ø; dks izksRlkfgr fd;k gSA Hkkjrh;
miHkksDrkvksa dh miHkksx lajpuk;sa rsth ls cnyrh tk jgh gSA e/;eoxhZ; miHkksDrk Hkh vkjke ,oa
lqfo/kk dh oLrq,¡ rFkk xgf.k;ksa ds le;&Je dks cpkus okys ?kjsyw midj.kksa dh [kjhn djus yxs
gSA mÙke iSdsftax ,oa yScfyax okyh oLrqvksa dks miHkksDrk vf/kd ek=k esa [kjhnus yxk gSA Hkkjrh;
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miHkksDrk oxZ oLrq ds jax ,oa [kq'kcw dks Hkh viuh ilUn dh izkFkfedrkvksa esa lfEefyr djus yxk
gSA
?kjsyw miHkksDrkvksa dh vk; dk ,d cgqr cM+k Hkkx] vlaxfBr {ks= ds fcuk fdlh xkj.Vh
okys] fcuk czk.M ds [kqys ,oa LFkkuh; mRiknksa dks Ø; djus esa [kpZ gksrk gSA ,d Hkkjrh; miHkksDrk
eq[; :i ls vius ikfjokfjd lewg ls izHkkfor gksrk gSA vkSlru Hkkjrh; xzkgd u, mRikn dks
Lohdkj djus esa le; yxkrk gS vkSj og lwpukvksa ds fy, foØsrkvksa ij fuHkZj jgrk gSA vr%
Hkkjrh; miHkksDrk oxZ dk O;kikfj;ksa esa vf/kd fo'okl ugha gksrk gS vkSj os izk;% larq"Vh dks ysdj
vlarq"V jgrs gSA fQj Hkh Hkkjrh; xzkgd ds O;ogkj esa Vsyhfotu usVodZ vkSj if=dkvksa] eSxthu
vkfn ds izpkj QyLo:i FkksM+k ifjorZu gqvk gSA
14- ewY;kadu ds fy, vko';drk
(NEED FOR FURTHER EVALUATION)
Hkkjrh; lekt foKku vuqla/kku ifj"kn~ (vkbZ- lh- ,l- ,l- vkj-) us izca/k vuqla/kku ij
,d losZ{k.k izfrosnu izLrqr fd;k]38 ftlesa ;g izdV fd;k x;k gS fd miHkksDrk O;ogkj dk
v/;;u foi.ku {ks= esa ,d vNwrk fgLlk gS ftl ij T;knk [kkst ugha dh xbZ gSA miHkksDrk
O;ogkj ds ckjs esa orZeku nkSj esa tks Kku miyC/k gS og miHkksDrk ds O;ogkfjd izfreku ds v/;;u
rd lhfer gSA vuq'kkflr miHkksDrk O;ogkj vHkh rd ckY;koLFkk vFkok izFke voLFkk esa gS ysfdu
;g rsth ls c<+ jgk gSA miHkksDrk O;ogkj ij vuqla/kku lhfer gksus ds dkj.k bl ij vHkh
vuqla/kku dh vko';drk gS] bl voyksdu us eq>s orZeku v/;;u ds fy, vkxs c<+k;k gSA izLrqr
v/;;u ;g tkuus ds fy, fd;k x;k gS fd D;k fofHkUu rRo vFkok dkjd miHkksDrk czkaM ilUn
O;ogkj dks izHkkfor djrs gSA
REFERENCES- I
1. Wroe. Alderson, Dynamic Marketing Behaviour
(Home wood, Illinois: Richard D.Irwin. Inc,1965), P. 184- 210
2. D.R. Saini, Marketing –A Behavioural Approach (Jaipur: Printwell
Publishers,1986),P.2
3. D.R. Saini,op.Cit. P.3
4. James F. Engle etal., Consumer Behaviour (New York: Holt, Rinehart and
Winston,1968), P.13.
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 45
5. Purnell H. Benson, “ Fitting and Analyzing Distribution Curves of Consumer Choice,
“Journal of Advertising Research, March 1965, P.28-34
6. Philip Kotler, Marketing Management (Engle Wood Cliffs, N.J.: Prentice Hall, Inc.
,1966), P. 43-65
7. William J. Stanton, Fundamentals of Marketing Management (New York: Mc Graw
Hill, Inc., 1981), P.86
8. Wroe Alderson, op.Cit. P. 144
9. William D. Wells and Leonard A. Losciuto, Direct observation of Purchasing
Behaviour, ``Journal of Marketing Research”, August 1966, P. 227-233
10. J.C. Gandhi, Marketing-A Managerial Introduction (New Delhi: Tata McGraw-Hill
Publishing, Co. Ltd.,1985),P.61
11. Phillip E. Jacob``Social Change and student values “Educational Record”, Vol.41
(1960),P. 338-346
12. Do. Hebb, A Text Book of Psychology (Philadelphia: Sounders,
1966)
13. James F. Engle etal, op.Cit. ,P.147 .
14. Elizabeth H. Wolgast, “Do Husbands or wifes Makes Purchasing, Decision” Journal
of Marketing, vol. 23(october,1958), P. 151-158
15. John W. Thibaut and Harold H, Kelly , The Social Psychology of Groups (new york
John wiley & sons, 1957) chap. 8 .
16 . Philip Kotler op.Cit. P.79
17. Pierre Martineau, “ Social class and Spending Behaviour’’ Journal of Marketing , vol,
23 (October, 1958) P. 121-138
18. William J. Stanton, op.Cit., P.94
19. J.A. Howard and J.N. Sheth, The Theory of Buyer Behaviour (New york: John Wiley
& Sons, 1968), P.89
20. Harold H, KassarJian and thomas S. Robertson (ed.) Perspectives In Consumer
Behaviour (Gienview , illinois Scott, Foresman and Company 1968); P. 60-61
21. David Krech etal’’ Individual In Society (New york: Mc Graw Hill Book Co. ,1962),
chap.5
22. S.A. Sherlekar, Marketing Management, Bombay. Himalaya Publishing House,
1982), P.74
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 46
23. Philip Kotler, Behaviour Models for Analyzing Buyers, Journal of Marketing”, Vol.
29 (October, 1965) P. 37-45.
24. Marguerite Burk, Consumpation Economics; A Multidisciainary Approach (New
York; John Wiley & Sons, 1968), P.8
25. Philip Kotler, “Behaviour Models for Analyzing Buyers, The Journal of Marketing”,
Ama, Vol.29 No.4, Oct, 1965, P-37-45.
26. Leon G. Schiffman and Leslie Lazor Kanuk, Consumer Behaviour (Engle Wood
Cliffs, N.J. Prentice-Hall Inc, 1978), P.8
27. Philip Kotler, “Journal of Marketing”, op. Cit.
28. William J. Stantan, op.Cit. P. 112
29. David A, Aaker and John G. Myers, Advertising Management (Engle Wood Cliffs,
N.J. Prentice-Hall Inc, 1975), P.271
30. Philip Kotler, “Journal of Marketing”, op. Cit.
31. Francesco M. Nicosia, Consumer Decision Processes Marketing and Advertising
Implication, (Engle Wood Cliffs, N.J. Prentice-Hall Inc, 1966), P.156-188.
32. J. A. Howard and J.N., Sheth, op.Cit, P. 24-49.
33. James F. Engel etal, op.Cit-, P.44-68.
34. Leon Festinger, A Theory of Cognitive Dissonance illinois : Raw, Peterson, 957 )
35. Ibid .
36. Sadani Oshikawa “Can Cognitive Dissonance Theory Explain Consumer Behaviour “
Journal of Marketing, oct. 1969.P.49 Quoted in Lazer P.476
37. S.C. Mehta and A. Pandya, Predicting New Product Success: Role Product Categary
Related Variables (Ahmedabad” Indian Institute of Management, 1978.)
38. I.C.S.S.R.: A Survey of Research In Management vol. 2. (New Delhi : Vikas
Publishing House Pvt. Ltd. ,1977.),P.66-75.
***********
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v/;k;&II
vuqla/kku dk;Z&fof/k
(A) lEiw.kZ vuqla/kku ifj;kstuk ds fy, izkjfEHkd vuqla/kku
(1) lkekU; vUos"k.kkRed dk;Z
(2) v/;;u {ks= ls lacaf/kr O;fDr;ksa ds lkFk izkjfEHkd
lk{kkRdkj
(B) ifj;kstuk dk vfUre fu;kstu vkSj dk;kZUo;u
(1) ifjdYiuk dk fuekZ.k
(2) iz'uks dh Øec¼rk dk fooj.k
(3) leadks dk laadyu djus ds fy, rkfydk dh rS;kjh vkSj
iwoZ&ijh{k.k
(4) izfrn'kZ izjpuk
(5) laeadks dk ladyu
(6) leadks dk lkj.kh;u
(7) ekiØe
(8) ifjdYiuk dh tk¡p
(9) fo'ys"k.k ,oa fuoZpu
(10) vuqla/kku izfrosnu dh rS;kjh
(11) v/;;u dh lhek,¡
(12) vuqla/kkudrkZ ds lkeus dfBukbZ;k¡
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v/;k; & II
vuqla/kku dk;Z&fof/k
(RESEARCH METHODOLOGY)
Lkkekftd foKku esa vuqla/kku ,d lrr~ izfØ;k gS] ,d 'kk'or fopkj gS tcfd Hkksfrd
foKku esa 'kks/k dh fo"k; oLrq inkFkZ gSA vr% ogk¡ 'kks/k izfØ;k dqN fuf'pr fu;e vkSj vuq'kklu esa
ca/kh jgrh gS] ij O;kogkfjd foKkuksa esa 'kks/k izfØ;k esa yksp dh O;kid laHkkouk;sa jgrh gSA
vuqla/kku ;kstuk dk fuekZ.k] fo'oluh;rk vkSj lkFkZdrk dh tk¡p] izlkekU;rk ls fopyu vkSj
fo"kerk] izk;ksfxd dYiukvksa dk fuekZ.k vkSj ijh{k.k] 'kks/k ;kstuk dk foLrkj gSA leL;k dk
fu/kkZj.k ,oa fu/kkZfjr leL;k ds vuqdwy fo'ys"k.k] fuoZpu vkSj iwokZuqeku ds fy, 'kks/k ;kstuk dk
Øfed pj.kksa esa foHkktu fd;k tkrk gS] 'kks/k ifj;kstuk dk {ks= fu/kkZfjr fd;k tkrk gS] Li"V
lhek,¡ le>h tkrh gS ,oa vUrr% 'kks/k izfØ;k dk vk/kkj fu/kkZfjr fd;k tkrk gSaA
izLrqr v/;;u ds lanHkZ esa vuqla/kku leL;kvksa vkSj bldh mi;qDrrk dks fu/kkZfjr djus ds
fy, ;g vko';d le>k x;k fd leL;kvksa dk vkuqHkfod v/;;u fd;k tk,] blfy, dk;Zfof/k
dk <kapk bl rjg ls r; fd;k x;k tks bl lEiw.kZ iz;kl dks lgh fn'kk ns ldsA bl vfHkxe dks
ekSVs&rkSj ij fuEu Hkkxksa esa ck¡Vk x;k gS%
(a)lEiw.kZ vuqla/kku ifj;kstuk ds fy, izkjfEHkd vuqla/kku
(PRELIMINARY RESEARCH FOR THE ENTIRE
RESEARCH PROJECT)
(b)ifj;kstuk dk vfUre fu;kstu vkSj dk;kZUo;u
(FINAL PLANNING AND EXECUTION)
(a) lEiw.kZ vuqla/kku ifj;kstuk ds fy, izkjfEHkd vuqla/kku (PRELIMINARY
RESEARCH FOR THE ENTIRE RESEARCH PROJECT)
(1) lkekU; vUos"k.kkRed dk;Z (General Exploratory Work): vUos"k.k ,d yEcs
le; ls ekuo izk.kh dk :fpiw.kZ fo"k; jgk gSA izR;sd O;fDr lgt gh vU; vuqla/kkudÙkkZ
}kjk igys ls fd, tkus okys dk;ksZa dks ns[kdj [kkst dh Hkkouk tkxzr djrk gSA og igys
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ls fd, tkus okys vuqla/kku leL;kvksa dh iqu% vkykspukRed leh{kk djrs gSA vuqla/kku
miyC/k gksus ls u dsoy vUr}Zf"V fodflr gqbZ cfYd vuqla/kku ds fy, lanHkZ <kapk Hkh
rS;kj gqvkA vUos"k.kkRed vuqla/kku dks le>krs gq, Dys;j lsfyt us lq>ko fn;k fd
vUos"k.kkRed vuqla/kku esa ifjdYiukvksa ds izfriknu vkSj vUr}Zf"V ij Hkh tksj fn;k tkuk
pkfg,A vUos"k.kkRed dk;Z vuqla/kkudÙkkZ esa vUos"k.k leL;kvksa ls lEcaf/kr fopkjksa ij tksj
nsrh gSA1
bl pj.k ij 'kks/kkFkhZ us funsZ'kkuqlkj dk;Z fd;k vkSj ;g dk;Z djrs gq, fofHkUu lkfgR;ksa
dks Nk¡Vus dk iz;kl fd;k] rRi'pkr~ mudk iqujkoyksdu fd;k x;kA blds vfrfjDr izdkf'kr o
vizdkf'kr if=dkvksa] lekpkj i=ksa rFkk fofHkUu L=ksrksa tSls%& 'kS{kf.kd if=dkvksa o iqfLrdkvksa vkfn
dk Hkh lgkjk fy;k x;kA ifjdYiukvksa ds izfriknu vkSj izk;ksfxd lEHkkoukvksa dk irk yxkus ds
fy, vuqHko losZ{k.k fd;k x;kA vuqHko losZ{k.k ds fy, v/;;u esa fofHkUu iz'uksa dh lgk;rk yh
xbZA bu iz'uksa ls v/;;u fo"k; vFkok leL;k ls lEcaf/kr ftu O;fDr;ksa dks vuqHko vkSj Kku gS]
dk losZ{k.k dj muls fopkjksa dks tkuus dk iz;kl fd;k x;kA bl rjg vUos"k.k vuqla/kku ds nkSjku
lkfgR; losZ{k.k] vuqHkoh O;fDr;ksa dk losZ{k.k ;k vuqHko losZ{k.k rFkk vUr}Zf"V dks mdlkus okyh
?kVukvksa dk fo'ys"k.k vFkkZr~ fof'k"V mRikn ls lEcaf/kr p;fur ?kVukvksa dk fo'ys"k.k vuqla/kku
vuqHko esa lgk;d fl} gq, gSA2
(2) v/;;u {ks= ls lEcaf/kr O;fDr;ksa ds lkFk izkjfEHkd lk{kkRdkj (Preliminary
Interviews with Related Persons):
lkfgR;ksa dks Nk¡Vusa vkSj iqujkoyksdu ds i'pkr~ 'kks/kkFkhZ us fofHkUu oxZ leqnk; okys
mÙkjnkrkvksa dk vkeus&lkeus dh fLFkfr esa O;fDrxr lk{kkRdkj fd;k tks iw.kZ :i ls vizfrcaf/kr
vkSj vukSipkfjd FkkA lk{kkRdkj ysus dk 'kks/kkFkhZ dk mís'; ;g tkuuk Fkk fd os lkcqu (ugkus ds)
dk Ø; fu.kZ; djrs le; fdu rRoksa vFkok dkjdksa ij fopkj djrs gSA bl rjg mÙkjnkrkvksa ls
vukSipkfjd fopkj foe'kZ djus ds i'pkr~ gh ;g eglwl fd;k x;k fd vuqla/kku ds fy, dkSulh
ifjdYiuk mi;qDr jgsxhA ;g vko';d le>k x;k fd ,slh ifjdYiukvksa dk irk yxk;k tk,
ftldk vc rd dsoy lhfer fodkl gh lEHko gks ik;k gS rFkk ftlesa tfVy ifjdYiukvksa ds
ijh{k.k ds fy, vko';d foLrr iz;ksx ugha fd;s tk ldrs gSA O;fDr;ksa ds vius vuqHko dk
iqujkoyksdu rFkk mudh izfrfØ;k tkuus ds i'pkr~ gh 'kks/kkFkhZ ds fopkj esa vk;k fd vUos"k.kkRed
vuqla/kku dks izk;ksfxd lEHkkoukvksa ds :i esa fodkl djus ij tksj fn;k tkuk pkfg, vkSj yksxksa
dk izfrn'kZ dSlk eglwl djrs gS] blds fu/kkZj.k ds fy, lEHkkoukvksa dk dsoy ekxZizn'kZu ugha
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gksuk pkfg,A fQj Hkh] 'kks/kkFkhZ ds fy, ;g dfBu le; Fkk tc mÙkjnkrkvksa }kjk bl ckjs esa jk;
tkuus dk iz;Ru fd;k x;k fd lkcqu ds Ø; fu.kZ; djrs le; os fdu rRoksa vFkok dkjdksa ij
fopkj djrs gSa? mÙkjnkrkvksas ds fy, Hkh ;g ,d dfBu le; Fkk] D;ksafd os lkekU;r% bu fofHkUu
rRoksa vFkok dkjdksa ij rHkh fopkj djrs gS tc fd og lkcqu Ø; dj jgs gksrs gSA bu lHkh ds
i'pkr~ Hkh 'kks/kkFkhZ }kjk mÙkjnkrkvksa dh jk; tkuus dk vFkd iz;kl fd;k x;kA
(b) ifj;kstuk dk vfUre fu;kstu vkSj dk;kZUo;u (FINAL PLANNING AND
EXECUTION)
vfUre fu;kstu ds dk;ksaZ esa ifjdYiukvksa dk fuekZ.k] leadksa ds ladyu ds fy, rkfydk dh
rS;kjh vkSj iwoZ&ijh{k.k] dkYifud lkj.kh dh rS;kjh vkSj fun'kZu] izjpuk dh ;kstuk vkfn 'kkfey
gSA
;kstuk ds dk;kZUo;u esa leadkas dk ladyu] leadksa dh lkj.kh;u] ekiØe] ifjdYiuk dh
tk¡p] fo'ys"k.k ,oa fuoZpu] vuqla/kku izfrosnu dh rS;kjh rFkk lanfHkZdk 'kkfey gSA
(1) ifjdYiuk dk fuekZ.k (Formulation Of Hypothesis):
ifjdYiuk ,d ,slk fopkj vFkok fl}kUr gS ftls vuqla/kkudÙkkZ v/;;u ds y{; ds :i esa
j[krk gS] mldh tk¡p djrk gS] rFkk v/;;u ds fu"d"kZ esa izkDdYiuk ds lR; fl} gksus ij ,d
fl}kUr ds :i esa LFkkfir djrk gS] vlR; fl} gksus ij R;kx nsrk gSA bl izdkj ls izkDdYiuk
,d dPpk fl}kUr gS ftls vuqla/kku esa ijh{k.k ds fy, j[kk tkrk gSA ,Q-,u-dfyZtj us Li"V
fd;k fd ,d izkDdYiuk nks ;k nks ls vf/kd ifjoR;ksZ ds chp lEca/k iznf'kZr djus okyk ,d
vuqekukRed dFku gSA3 xqMs vkSj gk¡V ds dFkukuqlkj] vuqla/kku dk ewy igyw vuqla/kku dks bl
rjg ls LFkkfir djuk gS ftlls rkfdZd vFkok rdZlaxr fu"d"kZ dks fudkyk tk ldsA4 ih-oh-;ax ds
vuqlkj ,d vLFkkbZ ysfdu dsUnzh; egRo dk fopkj tks mi;ksxh vuqla/kku dk vk/kkj cu tkrk gS]
mls ge dk;Zdkjh izkDdYiuk dgrs gSA5
,d ifjdYiuk dk dk;Z ?kVukvksa ds chp fof'k"V lEca/kksa dks bl izdkj O;Dr djuk gS fd
bl lEca/k dk vkuqHkfod ijh{k.k fd;k tk ldsA vr% ifjdYiukvksa dks rS;kj djus esa dYiuk ds
lHkh Lohsd`r fu;eksa dks /;ku esa j[kk x;k] rRi'pkr~ ifjdYiukvksa dk fu/kkZj.k fd;k x;kA
ifjdYiuk dk Lrjhdj.k fd;k tkuk Hkh vko';d FkkA
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bl rjg] ifjdYiuk nks Lrjksa ij cukbZ xbZ gS% izFke ,d dsUnzh; ifjdYiuk cukbZ xbZ fd]
lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; miHkksDrkvksa }kjk lkcqu Ø;
djus dk fu.kZ; fd;k tkrk gSA f}rh; Lrj dh ifjdYiuk dk fu:i.k oxhZdr ?kVdksa ds vk/kkj ij
fd;k x;k] tks fuEu gS%
(i) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gSa ftl le; 18 ls 45 o"kZ ds vk;q
lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSaA
(ii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; 46 ls 70 o"kZ ds
vk;q lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
(iii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; iq:"k mÙkjnkrkvksa
}kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
(iv) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gsS ftl le; L=h mÙkjnkrkvksa
}kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
(v) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; vfookfgr
mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSSaA
(vi) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fookfgr
mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
(vii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gSa ftl le; mPp lSd.Mjh ds
uhps f'kf{kr mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSaA
(viii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gSa ftl le; mPp lSd.Mjh
vkSj Lukrd ds uhps chp f'kf{kr mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k
tkrk gSA
(ix) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; Lukrd vkSj Åij
f'kf{kr mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
(x) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gSa ftl le; lsok dk;Z esa layXu
mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
(xi) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; O;kikj dk;ksaZ esa
layXu mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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(xii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; is'ksoj@ vU; ;k
lsokfuor mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
(xiii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; :- 600@& ls :-
2600@& izfr eghuk vk; lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k
tkrk gSA
(xiv) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; :- 2600@& ls
:- 4600@& izfr eghuk vk; lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj
fd;k tkrk gSA
(xv) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; :- 4600@& vkSj
Åij izfr eghuk vk; lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k
tkrk gSA
(2) iz'uksa dh Øec}rk dk fooj.k (Statement Of Question Hierarchy):
fofy;e lh- beksjh us viuh iqLrd ^O;olk; vuqla/kku fof/k* (Business Research
Method) esa mYys[k fd;k fd vuqla/kku esa iz'uksa dh Øec}rk gksrh gS ftlesa iz'uksa ds pkj Lrj
'kkfey gksrs gS% izcU/k lEca/kh iz'u] vuqla/kku iz'u] vUos"k.kkRed iz'u vkSj orZeku v/;;u ds lanHkZ
esa ifjekiu leL;kvksa ds fy, iz'uA6
izLrqr v/;;u ds lanHkZ esa izcU/k leL;k gS fd miHkksDrk vU; czk.M dh vis{kk ,d fo'ks"k
czk.M dk gh p;u D;kas djrk gS? vuqla/kku iz'u gS fd D;k miHkksDrk czkaM ilUn O;ogkj dks
fofHkUu rRo vFkok dkjd izHkkfor djrs gS ? vUos"k.kkRed iz'u gS%
(i) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl
le; fofHkUu vk;q lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?
(ii) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu fyax
lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?
(iii) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu
oSokfgd&fLFkfr okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?
(iv) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu
'kS{kf.kd&i"BHkwfe okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?
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(v) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu
O;olk; okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?
(vi) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs ftl le; fofHkUu vk;
lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?
(3) leadkas dk ladyu djus ds fy, rkfydk dh rS;kjh vkSj iwoZ&ijh{k.k (Preparation and
Pre-Testing Of The Schedule For Collecting Data):
lead izkFkfed ,oa f}rh;d nksuks gh gks ldrs gSA izkFkfed lead vuqla/kkudÙkkZ dks ekSfyd
:i ls ladfyr djus gksrs gS tcfd f}rh;d lead iwoZ esa fdlh vU; }kjk ladfyr gksrs gS ftUgs
vuqla/kkudÙkkZ mi;ksx esa ys ldrk gSA izkFkfed leadkas dks ladfyr djus ds fy, vf/kd le;] Je]
,oa /ku dh vko';drk gksrh gS ysfdu bl rjg ds lead vR;f/kd fo'oluh; gksrs gSA izLrqr
v/;;u izkFkfed leadkas ds vk/kkj ij fd;k x;k gSA izkFkfed leadksa dks izkIr djus ds ewy lk/ku
gS] vkilh laoknA vkilh laokn esa mÙkjnkrkvksa ls iwNs x, fufnZ"V iz'u 'kkfey fd, tkrs gSA
losZ{k.k midj.k }kjk mÙkjnkrkvksa ls lEidZ LFkkfir fd;k tkrk gS vkSj leadkas dks ,df=r djus
dk iz;kl fd;k tkrk gSA vr% losZ{k.k Hkh izkFkfed leadkas dks izkIr djus dk ,d izeq[k midj.k
gSA
rkfydk] vuqla/kku leL;k lek/kku ds fy, vko';d leadksaa ds laxzg gsrq iz;ksx es yk;k
tkus okyk ,d vuqla/kku midj.k gS ftlds vUrxZr lko/kkuhiwoZd pqus gq, iz'uksa dh ,d ,slh lwph
gksrh gS ftuds mÙkj lk{kkRdkjdÙkkZ }kjk mÙkjnkrk ls vko';d lwpuk izkIr djrs gq, Hkjk tkrk gSA
rkfydk ds fofHkUu igyqvksa ls lEcaf/kr rF; iz'ukoyh midj.k ls lEcaf/kr rF;ksa tSls gh gSA
t;iqj ftys dk losZ{k.k djus ds fy, rkfydk dh vko';drk eglwl dh xbZAbl rkfydk esa mu
lHkh iz'uksa dks 'kkfey fd;k x;k tks v/;;u dh nf"V ls vko';d gSA rkfydk dks izcU/k lEca/kh
iz'uksa ds mÙkj izkIr djus ds fy, rS;kj dh xbZA bl rkfydk esa vuqla/kku iz'u vkSj vUos"k.kkRed
iz'uksa dk Li"V mYys[k fd;k x;k] lkFk gh rkfydk ds iz'uksa dh Øec}rk esa izLrqr v/;;u ds
lanHkZ esa ifjekiu leL;kvksa ls lEcaf/kr iz'uksa dks Hkh 'kkfey fd;k x;k gSA tSlk fd iz'uksa dh
Øec}rk dk igys mYys[k fd;k tk pqdk gS] og vuqla/kku dh nf"V ls dkQh rkfdZd gSA iz'uksa dh
Øec}rk esa lcls igys ifjp; lEca/kh iz'u vFkkZr oxhZdr ?kVdksa dh tkudkjh vkSj rRi'pkr
izLrqr v/;;u ds lanHkZ esa laf{kIr leadksa dks izkIr djus lEca/kh iz'uksa dh rdZlaxrk ds lkFk leLr
iz'uksa dk Øec} :i ls Li"V mYys[k rkfydk esa fd;k x;kA rkfydk dk <+k¡pk rS;kj djus esa
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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pkYlZ ,Q- dSuy vkSj jkcVZ ,y- dkUg }kjk fn, lq>koksa ls mfpr ekxZn'kZu feykA vr% muds
vuqlkj rkfydk es nks mís';ksa dks eq[;r;k /;ku esa j[kk tkuk pkfg, %
(i) izFke] blesa vuqla/kku ds mís';ksa dk fof'k"V iz'uksa esa vuqokn gksuk pkfg,A
(ii) f}rh;] ;g lk{kkRdkjdÙkkZ dks mÙkjnkrkvksa ls vko';d lwpuk,¡ izkIr djus esa (laokn)
izsj.kkFkZd lgk;rk djsA vU; 'kCnksa esa ;g mÙkjnkrkvkas dks izsfjr djus okyh gks ftlls ;g vko';d
lwpuk,¡ lk{kkRdkjdÙkkZ dks ns ldsA7
izLrqr v/;;u esa iz'ukoyh ds LFkku ij rkfydk ;k vuqlwph (Schedule) ds mi;ksx dks
izkFkfedrk nh xbZ gS D;ksa fd %
(a) izfrp;u esa vyx&vyx lk{kj dksfV vkSj oxksZ ds mÙkjnkrkvksa dh fo'kky la[;k Fkh
tks fd fofHkUu {ks=ksa esa QSys gq, Fks] blfy, izR;sd mÙkjnkrkvksa }kjk Hkjh xbZ iz'ukoyh dks lgh ugha
ekuk tk ldrk FkkA
(b) blds vykok] iz'ukoyh ls mÙkj izkIr djus dh lEHkkfork Hkh izk;% Å¡ph gksxh A
vr% ^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu (t;iqj ds miHkksDrkvksa dk v/;;u)**
fo"k; dk v/;;u iz'ukoyh ds vk/kkj ij ugh fd;k x;k] D;ksa fd blesa fo'oluh;rk dk vHkko
gksrk gSA iz'ukoyh ds LFkku ij rkfydk }kjk miHkksDrk czkaM ilUn O;ogkj dk v/;;u fd;k x;k
gSA viuk;h xbZ rkfydk esa ekud iz'u ,oa mÙkj FksA bldk ekudhdj.k djus dk dkj.k ;g
lqfuf'pr djuk Fkk fd lHkh mÙkj nsus okys leku iz'uksa dk mÙkj nsaA iz'uksa ds fn;s tkus okys
mÙkjksa dks nks Jsf.k;ks esa oxhZdr fd;k tk ldrk gS tSls% [kqyk iz'u ,oa cUn iz'uA8 [kqyk iz'u og
gS ftlesa mÙkj nsus okys dks fo"k; fn;k tkrk gS ijUrq mls vius 'kCnksa esa mÙkj nsus dk dk;Z fn;k
tkrk gS tcfd cUn iz'uksa esa lEHkkfor mÙkj iz'u esa gh fn;s gksrs gSa ,oa mÙkj nsus okys dks dsoy
viuh fLFkfr ds vuqlkj lcls vf/kd lEHkkfor (fudVre) mÙkj dks pquuk gksrk gSA fopkj.kh;
rkfydk esa cUn iz'uksa dk iz;ksx fd;k x;k D;ksa fd budk iz;ksx foi.ku ds {ks= esa 'kks/k dk;Z esa
fd;k tkrk gSA vuqla/kkudÙkkZ dh vUrZ}f"V fdruh rdZlaxr vkSj cqf}erkiq.kZ gS] bruk vf/kd
egRoiw.kZ ugh gS ftruk fd mls vius iz'uksa dk iwoZ ijh{k.k djuk gksrk gSA okLrfod {ks=kuqlkj
dk;Z dks 'kq: djus ls igys rkfydk dh izjpuk dk fu/kkZj.k vkSj iwoZ ijh{k.k Hkh fd;k tkuk
vko';d gksrk gSA
iwoZ ijh{k.k iz'uksa dks vafre :i ls lfEefyr djus dk fu.kZ; ysus ds fy, dh xbZ
vko';d tk¡p gSAbl tk¡p ls gesa iz'u iwNus ds ekxZ esa vkus okyh vn'; leL;kvkas rFkk buds
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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lek/kku ds mik;ksa dh tkudkjh izkIr gksrh gSA iwoZ ijh{k.k iz'uksa ds lkFk fd;k x;k ,d iwoZ iz;kl
gS tks ;g ns[kus ds mís'; ls fd;k tkrk gS fd iz'uksa dh okLrfod fØ;kfof/k D;k gS rFkk D;k
bldh i"BHkwfe esa iz'ukoyh dh yEckbZ] fo"k;oLrq] Hkk"kk] 'kSyh es fdlh izdkj ds la'kks/ku dh
vko';drk gSA iwoZ ijh{k.k mÙkjks esa Øe dh deh dks Li"V djrk gS] iz'uksa ds Øe esa ifjorZu fd,
tkus ij izR;qÙkjks esa vR;f/kd vUrj iznf'kZr djus okys iz'uksa ds Øe dks Li"V djrk gSA rkfydk
dk iwoZ ifj{k.k vuqla/kkudÙkkZ dks mÙkjnkrkvksa ls mi;qDr lEcU/k cukus esa leFkZ cukrh gSA iwoZ
ijh{k.k ds }kjk iz'uksa dh O;k[;k djus vkSj muesa la'kks/ku djus dh vko';drk dks tkuk tkrk gSA
rkfydk esa 'kkfey xyr iz'uksa dks vyx djus esa iwoZ ijh{k.k ykHknk;d gSA vr% rkfydk dh
lekykspuk vkSj iqu% ijh{k.k vR;f/kd ijeko';d gSA ftl rjg ge u, mRikn ds fy, iwoZ ijh{k.k
djrs gS] mlh leku rkfydk ds izjpuk ds fy, rkfydk dk iwoZ ijh{k.k fd;k tkrk gSA fxYcVZ ,-
pfpZy tktZ us blds lanHkZ esa crk;k fd tks vuqla/kkudÙkkZ iz'ukoyh ds iwoZ ijh{k.k vkSj lkj.kh;u
ij /;ku ugha nsrs gS og lh/ks&lkns vFkok ew[kZ gksrs gSA iwoZ ijh{k.k lcls vf/kd lLrk chek gSA
vuqla/kku izfrosnu vkSj iz'ukoyh dh lQyrk dks vuqla/kkudÙkkZ blls fo'oLr dj ldrk gSA9’
vuqla/kku mís';ksa ds fy, rkfydk dks mi;ksx esa ykus ls igys bls izfrn'kZu ds 40
mÙkjnkrkvksa ij iwoZ ijh{k.k fd;k x;k A iwoZ ijh{k.k ds i'pkr~ Hkk"kk esa ifjorZu] Øe esa O;ofLFkr
vkfn dk;Z fd;k x;k o iwoZ ijh{k.k dh lgk;rk ls rkfydk] dkYifud lkj.kh dks rS;kj dh xbZ
ysfdu muesa lead ugha FksA
(4) izfrn'kZ izjpuk (Sample Design):
izfrn'kZu lexz ls mlds ,d ,s'ks va'k dk pquko gS ftlds vk/kkj ij lEiw.kZ lexz ds fo"k;
esa ifj.kke fudkys tkus gSA bls izkphu dky ls gh vuqla/kku dk;Z jhfr ds ,d oS/k ,oa 'kh?kzrk ds
lkFk dk;Z djus ds <ax ds :i esa iz;ksx yk;k tkrk jgk gSA lexz lEiw.kZ fo"k; oLrq vFkok en dk
,d lewg gS ftuds ckjs esa dbZ ;kstuk,¡ cukbZ tkrh gSA bu lexz fo'ks"krkvksa ds ckjs esa Hkfo";ok.kh
izfrn'kZu ds vk/kkj ij gh laHko gSA izfrn'kZu bl lexz dk ,d NksVk lk va'k gSA
lexz ls pqus x, O;fDr;ksa ds fdlh ,d lewg dks ftlesa lHkh O;fDr lfEefyr ugha gksrs gSa
lexz dk ,d izfrn'kZ dgk tkrk gSA10 izfrn'kZu lexz ds fdlh ,d v'ak dks ml lexz ds izfrfuf/k
ds :i esa ysuk gSA11 fdlh Hkh izfrn'kZu iz.kkyh dks viukrs gq, pqus x, izfrn'kZ dks vko';d :i
ls nks 'krksaZ dh iwfrZ djuh pkfg,%
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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(i) rkfRod ifjdYiukvksa dk ijh{k.k lEHko gksuk pkfg,A rkfRod ifjdYiuk izfrn'kZ fo"k;
esa iwoZdYiuk,¡ gSA
(ii) lkekU;hdj.k ifjdYiukvksa dk ijh{k.k lEHko gksuk pkfg, vFkkZr~ izfrn'kZ ds fy,
LFkkfir dh xbZ ifjdYiuk dk lexz ij ykxw gksus dh tk¡p lEHko gksuh pkfg;sA
vuqla/kku dks Øec} ,oa izHkkoiw.kZ <ax ls U;wure iz;klksa] le; ,oa ykxr ds lkFk lapkfyr
djus gsrq izjpuk dk fuekZ.k fd;k tkuk vko';d gSA bl rjg v/;;u ls lEcfU/kr lwpukvksa dk
ladyu djus ds fy,] lajpuk esa fufnZ"V leL;kvksa vkSj vuqla/kku izjpuk ds dk;ksZa dks fodflr
djus rFkk lead ladyu ds fy, mu rRoksa dk p;u fd;k x;k tks v/;;u ls lEcfU/kr lwpukvksa
ds ladyu esa lgk;d gksxhA vr% le; vkSj ykxr nksuksa ij fopkj djus ds i'pkr~ 'kks/kkFkhZ us
lkspk fd v/;;u esa izfrn'kZu dk;Zjhfr dks izk;ksfxd mís';ksa ds vk/kkj ij rS;kj fd;k tk, tks fd
vkfFkZd :i ;s n{k vFkok dk;Zdq'ky gksA
bl rjg] 'kks/kkFkhZ dks izfrn'kZ ds pquko ds fo"k; esa ekxZn'kZu lakf[;dh&fon~ vFkkZr
la[;kfon~ ekxZjsV ds lq>koksa ls feykA vr% izk;ksfxd izfrn'kZu dk;Zjhfr;ksa ds fodkl ls lEcaf/kr
izeq[k lq>ko fuEu gS%
(i) izfrn'kZ dks ml lexz dk iwoZxzg jfgr fp= izLrqr djuk pkfg, ftldk ;g izfrfuf/kRo
djrk gSA (vFkkZr ;g iwokZxzg jfgr gksuk pkfg,A)
(ii) izfrn'kZ fo'oluh; ifj.kke izkIr djus dh nf"V ls dkQh cM+s vkdkj ds gksus pkfg,A
(vFkkZr ;g =qfV dk fufnZ"V Øeksa esa ekiu djus ;ksX; gksA)
(iii) izfrn'kZu dh izjpuk dk fuekZ.k bl izdkj fd;k tk, fd og dk;Zdq'kyrk dh nf"V ls
mfpr gksA(vFkkZr oSdfYid izjpuk ds lkFk rqyuk djus okys gksA) 12
26022 mÙkjh v{kka'k vkSj 74
055 iwohZ ns'kkUrj esa fLFkr jktLFkku dh jkt/kkuh t;iqj] xqykch
uxjh ds uke ls tkuk tkrk gSA gjh&Hkjh vjkoyh ioZrekyk ls f?kjk ;g 'kgj ,sfrgkfld /kjksgj
dks leSVs izkdfrd lqanjrk ls lEiUu gSaA bl 'kgj dks Hkkjr dk isfjl Hkh dgk tkrk gSA bls
egkjktk lokbZ t;flag (f}rh;) us 1927 esa ;kstukuqlkj clk;k FkkA ,sfrgkfld xfjek ls ifjiw.kZ
t;iqj uxj i;ZVu dk vUrjkZ"Vªh; Lrj ij ,d izeq[k dsUnz jgk gSA lkFk gh ;agk dk 'kkafrfiz;
okrkoj.k ,oa vkfFkZd fØ;kdykiksa ds fy, miyC/k vuqdwy okrkoj.k ds dkj.k O;kikj dh nf"V ls
Hkh mÙkjh {ks= dk ,d izeq[k dsUnz jgk gSA t;iqj ftys dk {ks=Qy 14000 fd-eh- gS rFkk rkieku
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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460ls- ls- gSA lkaxkusjh fizaV ds diM+s ;¡gk dk izeq[k O;olk; gSA vkS|ksfxd nf"V ls ;g {ks= vf/kd
foLrr gS rFkk i;kZoj.k dh nf"V ls ;g ftyk lkekU; gS] dkj.k ;gka dy&dkj[kkuksa dh la[;k
vf/kd gksus dh otg ls iznq"k.k QSyk jgrk gSA t;iqj ftyk pkjksa vkSj ls miuxjksa ls f?kjk gqvk gS]
tgka vkfFkZd :i ls e/;e ,oa mPp oxZ ds yksxksa dh la[;k vf/kd ns[kh tk ldrh gSA vr% buesa
ls 'kks/kkFkhZ us lhfer lexz dks mi;ksx esa fy;kA izLrqr v/;;u lqfo/kkuqlkj fun'kZu ds vk/kkj ij
fd;k x;k gSA ;gka ij vuqla/kkudÙkkZ ljyrkiwoZd mldh iagqp ds vUnj rFkk mls vf/kd lg;ksx
iznku djus okys mÙkjnkrkvksa dks lfEefyr djrk gSA
lHkh 400 mÙkjnkrk ftuls lEidZ LFkkfir fd;k x;k og t;iqj ftys esa jgus okys 18 o"kZ
ls 70 o"kZ ds vk;q lewg okys mÙkjnkrk FksA lHkh mÙkjnkrk fofHkUu vk;] fyax] O;olk; vkfn ls
lEcaf/kr FksA izfrn'kZ dk vkdkj le;] ykxr vkSj fofHkUu iz;klksa dh lhferrk dks /;ku esa j[krs
gq, r; fd;k x;kA pquko dh ilanxh vkSj fofHkUu bdkb;ksa ds izfrn'kZu ds fy, xSj&lEHkkfor fof/k
dks dke esa fy;k x;kA vr% lqfo/kkuqlkj fun'kZu ds vk/kkj ij lexz ls izfrn'kZu esa mifLFkr lHkh
mÙkjnkrkvksa ls lEidZ fd;k x;kA lHkh 400 mÙkjnkrkvksa esa ls 70 mÙkjnkrk t;iqj 'kgj ls
lEcaf/kr gs] ftlesa vkesj] HkkadjksVk] lkaxkusj] gjekM+k] txriqjk] >ksVokM+k ,oa ekyoh;uxj Hkh
lfEefyr gS vkSj 'ks"k 330 mÙkjnkrk xksfoUnx<+] dksViwryh] 'kkgiqjk] vFkjksM+] cLlh] pkSeaw] Qqysjk]
nwnw] Qkxh] pkdlw] fojkVuxj] tkscusj] fldjk;] fljlh ,oa cx: izR;sd esa ls 22&22 mÙkjnkrk
lfEefyr gSA
(5) leadksa dk ladyu (Collection Of Data):
izLrqr v/;;u izkFkfed leadkas ds vk/kkj ij fd;k x;k gSA izkFkfed leadkas ds laxzg gsrq
losZ{k.k fof/k dks 'kkfey fd;k x;kA losZ{k.k fof/k esa 'kks/kkFkhZ us mÙkjnkrkvksa ls lEidZ LFkkfir
djds mudk lk{kkRdkj fy;k o leadkas dks ,df=r djus dk iz;kl fd;k A fofHkUu lwpukvksa vkSj
leadksa dks ,df=r djus ds fy, ,d rkfydk ;k vuqlwph (Schedule) dh lgk;rk yh xbZA bl
rkfydk esa mu lHkh iz'uksa dks 'kkfey fd;k x;k tks v/;;u dh nf"V ls vko';d gSA bldh
lgk;rk ls oxhZd`r ?kVdksa dh tkudkjh vkSj lkcqu ds ,d fo'ks"k czk.M dh ilanxh ds le;
fofHkUu rRo vFkok dkjd (xq.koÙkk] czk.M Nfo] dher] jax] [kq'kcw) dks fn, tkus okys egRo ds Lrj
ls lEcaf/kr leadkas dks ,df=r fd;k x;k gSA
(6) leadkas dk lkj.kh;u (Tabulation Of Data):
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lkj.kh;u rF;ksa dks Øec} vkSj lqO;ofLFkr <ax ls drkjksa vkSj LrEHkksa esa bl izdkj izLrqr djrk gS
fd os fo'ys"k.k ;ksX; gks tkosA lkj.kh;u dk dk;Z oxhZdj.k ds i'pkr~ fd;k tkrk gSA oxhZdj.k dk
mís'; vad&lkexzh dh tfVyrk dks nwj djuk vkSj vko';d vadkas dks vuko';d vadksa ls iFkd~
dj mUgsa rqyuk ;ksX; cukuk gSA oxhZdj.k ds }kjk leadkas dks muds xq.kksa ,oa fo'ks"krkvksa ds vk/kkj
ij ck¡V fn;k tkrk gSA ih-oh- ;ax ds erkuqlkj lkaf[;dh; leadkas dh lkj.kh;u esa izFke
pj.k ;g gS fd oxhZdj.k dk lqO;ofLFkr foLrr fooj.k izLrqr djus dk dk;Z fd;k tk,A13
lHkh
izeq[k lkj.kh dks rS;kj djus ds i'pkr~ lkekU; vkSj ikjxkeh lkj.kh rS;kj dh xbZA lEiw.kZ
lkj.khdj.k dk dk;Z 'kks/kkFkhZ }kjk gLrfufeZr FkhA bu nksuksa ,dekxhZ; lkj.kh;u vkSj ikjxkeh
lkj.kh;u esa la[;kvksa ds mfpr lEizs"k.k ,oa laokn ds fy, izfr'kr esa ifjorZu dj muesa izfof"V dh
xbZA izR;sd lkj.kh ds Åij ,d mfpr 'kh"kZd Mkyk x;k rFkk mUgsa vklkuh ls igpkuuas dh nf"V
ls vadksa dk lanHkZ fn;k x;kA lkj.kh esa vuq'kh"kZd o mi'kh"kZd Hkh Mkys x,A vuq'kh"kZd cka;h vksj o
mi'kh"kZd nka;h vksj Mkys x;sA leadksa dk lkj.kh;u djrs le; lHkh lkekU; fl}kUrksa dks /;ku esa
j[kk x;kA lkj.kh;u ds i'pkr~ gh vad lwpuk dk fo'ys"k.k o fuoZpu lEHko gqvkA
(7) ekiØe (Scaling):
ekiØe ladsrksa vFkok vadkas }kjk fufeZr fd;k x;k fofHkUu Jsf.k;ksa dk ,d ,slk lewg gS
ftlds vUrxZr v/;;u fd, tkus okys lHkh mÙkjnkrkvksa vFkok muds lHkh xq.kksa ,oa fo'ks"krkvksa
dks LFkku fn;k tkrk gSA ,Q- ,u- dfyZtj ds er esa] ,d izeki izrhdksa vFkok vadkas dk ,d lewg
gS] ftls bl izdkj ls fufeZr fd;k tkrk gS fd bu izrhdksa ;k vadksa dks fu;ekuqlkj mu O;fDr;ksa
ds fy, fu/kkZfjr fd;k tk lds] ftu ij ;g izeki iz;ksx fd;k tk jgk gSA14 'kks/kkFkhZ us rhu fcUnq
vadu ekiØe dks mi;ksx esa ysrs gq, dk;Z fd;kA ^^vR;f/kd egRoiw.kZ** vkSj ^^vR;f/kd egRoghu**
bu nksuksa dks Nksj ij ysus ds lkFk gh ,d dsUnzh; ^^u rks egRoiw.kZ@ u gh egRoghu** dks chp esa
fy;k x;kA
(8) ifjdYiuk dh tk¡p (Testing Of Hypothesis):
rF; dsoy xqPNs vkSj lkef;d dYiuk,¡ gSa] tc rd rF;ksa dh izkekf.kdrk dk ijh{k.k u
fd;k tk, rc rd ;g ckr egRoghu gksrh gS fd mudk fdruk Øec} :i ls oxhZdj.k vkSj
lkj.kh;u fd;k x;k gSA tSlk fd iwoZ esa ifjdYiuk ds fu:i.k dk mYys[k fd;k tk pqdk gS fd
fujkdj.kh; ('kwU;) ifjdYiuk dk <k¡pk fdl rjg dk gSA ifjdYiuk dh tk¡p ds vUrZxr bl
lR;rk dks tk¡pk tkrk gS fd geus ftl ifjdYiuk dks vk/kkj ekudj vuqla/kku fd;k gS og lgh
gS vFkok ughA vr% izR;k'kk ,oa voyksfdr vkofÙk;ksa ds vUrj dh tk¡p djuk gh ifjdYiuk ijh{k.k
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dgykrk gSA bl pj.k esa ifjdYiuk dh tk¡p ds fy, dkbZ&oxZ (Chi-Square) ijh{k.k ds
mi;ksx ls lkekU; 9-5 izfr'kr fo'okL;rk Lrj ij tk¡p dh xbZA rRi'pkr~ ifjdYiuk Lohdr ,oa
vLohdr dh xbZ gSA
(9) fo'ys"k.k ,oa fuoZpu (Analysis and InterPretation):
ladfyr rF;ksa ds fo'ys"k.k vkSj fuoZpu }kjk fu"d"kZ fudkyus ls iwoZ mudk Bhd <ax ls
izLrqr fd;k tkuk vko';d gksrk gSA iz'ukoyh esa Hkjs gq,s iz'uksÙkj rFkk vU; lwpukvksa dks lEiknu]
oxhZdj.k vkSj mUgsa lkadsfrd 'kCnksa esa lEc} djus dh vko';drk gksrh gS] D;ksafd lk{kkRdkjdÙkkZ
le;kHkko ds dkj.k iz'ukoyh esa lwpuk dks rdZiw.kZ ,oa Øec} :i ls ugha fy[k ikrk gSA
tSlk fd rkfydkvksa dks Hkjokus dk dk;Z 'kks/kkFkhZ }kjk fd;k x;k gS] vr% blesa la'kks/ku dh
cgqr de laHkkouk gS] fQj Hkh lkj.khdj.k ls iwoZ lwpuk lEiknu }kjk rkfydk esa ladfyr lwpuk
dks vqula/kku mís';ksa ds vuqdwy cukus gsrq vko';d lq/kkj o la'kks/ku fd;k x;kA lEiknu dk;Z esa
iz'uksa ds mÙkjksa esa ,d:irk ykdj muesa =qfV rFkk vfu;ferrkvksa dks nwj fd;k x;k gS]
rRi'pkr~ leadksa dk oxhZdj.k fd;k x;k gSA 'kks/kkFkhZ }kjk iw.kZ:i ls gLrfufeZr lkjf.k;ksa esa
lkekU; vkSj ikjxkeh nksuksa gh lkj.kh 'kkfey dh xbZA fo'ys"k.k djus ds fy, izeq[k lkj.kh rS;kj
djus dk iz;kl fd;k] ftUgsa vuqlwph ls izR;{k ;k lh/kk fpafgr fd;k x;k gSA
voyksfdr ?kVukvksa dh la[;k esa izR;sd dks"B ds vuq:i izR;kf'kr la[;k ds fu/kkZj.k gsrq
'kks/kkFkhZ }kjk dkbZ&oxZ (Chi-Square)ijh{k.k dk pquko fd;k x;k gSA nks ukfed ekiØe pjksas
ds chp Lora= ifjdYiuk dh tk¡p ds fy, bl ijh{k.k dk mi;ksx fd;k x;kA 9-5 izfr'kr
fo'oL;rk Lrj ij LokrU«; dksfV;ksa dh x.kuk lw=(,u&1) ds vk/kkj ij lkaf[;dh; dh xbZA
lkaf[;dh; fopyu ds vk/kkj ij leadksa dh O;k[;k dh xbZ gS] rRi'pkr~ Lora= vFkok fuHkZj pjksa
dk irk yxk;k x;k gSA
(10) vuqla/kku izfrosnu dh rS;kjh (Preparation Of Research Report ):
vUr esa] vuqla/kku izfrosnu rS;kj fd;k x;k] ftlesa rduhdh izfrosnu] n'; QkeZ tSls%
js[kkfp=ksa] fp=ksa vkfn ij /;ku ugha fn;k x;k gSA
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vesfjdu ekdsZfVax lkslk;Vh ds dFkukuqlkj izfrosnu dks rS;kj djuk vuqla/kku dk vafre
pj.k gS rFkk bldk mís'; :fp j[kus okys yksxksa dks v/;;u ds leLr ifj.kkeksa dks i;kZIr foLrkj
ls crkuk gS ,oa mUgsa bl izdkj ls O;ofLFkr djuk gS fd ftlls izR;sd ikBd lkexzh dks le>us esa
leFkZ gks lds] voxr djkuk gS ,oa Lo;a vius fy;s ifj.kkeksa dh izkekf.kdrk dks fu/kkZfjr djuk
gSA15 xqMs ,oa gkWV ds vuqlkj izfrosnu rS;kj djuk 'kks/k dk vfUre pj.k gksrk gSA bldk mís';
lEcaf/kr O;fDr;ksa rd v/;;u dk lEiw.kZ ifj.kke igq¡pkuk gksrk gS tks brus foLrkj ds lkFk bl
izdkj O;ofLFkr gksrk gS fd og ikBdksa dks lkexzh ds le>us ,ao ifj.kkeksa dh vius fy, oS|rk
fu/kkZfjr djus dk volj ns ldsA16 vr% izfrosnu esa vuqla/kku dh leL;k ;k izkDdYiuk dk
ifjp;] 'kks/k esa iz;qDr dh xbZ izfof/k;ksa] midj.kksa dk o.kZu ,oa mi;ksfxrk] lkexzh laxzg.k dh
izfof/k;k¡ ,oa L=ksr] lkexzh dk ladsrhdj.k] oxhZdj.k] lkj.kh;u vkfn dk fooj.k] 'kks/k ds vk/kkj ij
fudkys x, fu"d"kZ] izkDdYiuk dh lR;rk dh tk¡p vkfn dk Øec}] O;ofLFkr ,oa cks/kxE; fooj.k
ljy Hkk"kk esa izLrqr djus dk iz;kl fd;k x;k gS] ftlls fd v/;;u :fpiw.kZ gksA
(11) v/;;u dh lhek,¡ (Limitation Of The Study):
vuqla/kku }kjk lgh] i;kZIr vkSj lkef;d lwpuk,¡ izkIr gqbZ gS vFkok ugha] ;g vuqla/kku ds
fy, le; dh miyC/krk] /ku dh izkfIr] vuqla/kkudÙkkZ dh n{krk vkSj mlds nf"Vdks.k dh lhek
vkfn ij fuHkZj djrk gSA izR;sd vuqla/kkudÙkkZ ds le{k dqN ,sls rRo gksrs gSa tks fd mls ck/;
djrs gS] ftuls izR;sd vuqla/kkudÙkkZ vDlj cpus dk iz;kl djrk gSA 'kks/kkFkhZ dks Hkh le;] /ku
vkSj iz;klksa tSls rRoksa us ck/; fd;kA vr% v/;;u dh lhekvksa esa izFke gS%& fun'kZu rduhd vFkok
lqfo/kkuqlkj fun'kZuA le;] /ku rFkk iz;klksa dks /;ku esa j[krsa gq, lqfo/kkuqlkj fun'kZu dk p;u
fd;k x;k A ;gk¡ ij vuqla/kkudÙkkZ ljyrkiwoZd viuh igq¡p ds vUnj mls vf/kd lg;ksx iznku
djus okys mÙkjnkrkvksa dks vius lexz esa 'kkfey djrk gSA v/;;u esa izeq[k uxjksa dks lfEefyr
fd;k x;k ysfdu vusd lewg tSls%& /keZ] tkfr tSls U;wu dks 'kkfey ugha fd;k tk ldkA
leL;kvksa dh izdfr dks igpkuus ds i'pkr~ mudh lkFkZdrk dks /;ku esa j[krs gq, lqfo/kkuqlkj
fun'kZu izk;% foi.ku vuqla/kku dh nf"V ls mi;qDr le>k tk ldrk gSA losZ{k.k ds vUrxZr f}rh;
lhek ;g Fkh fd mu mÙkjnkrkvksa dk lk{kkRdkj ysuk 'kks/kkFkhZ ds fy, laHko ugha Fkk tks fd
rkfdZd iz'uksa ds mRrj nsus esa leFkZ ugha FksA vr% bl lhek dks /;ku esa j[krs gq, ;ksX; ,oa leFkZ
mÙkjnkrkvksa dk gh p;u fd;k x;kA 'kks/kkFkhZ dk ;g fu'p; gS] izLrqr vUos"k.kkRed v/;;u vius
fu/kkZfjr mís';ksa dks iw.kZ djus esa lQy jgsxkA
(12) vuqla/kkudÙkkZ ds lkeus dfBukb;k¡ (Difficulties Faced By The Research):
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izLrqr vuqla/kku }kjk ^^miHkksDrk czkaM ilUn O;ogkj% ugkus ds lkcqu (t;iqj ds miHkksDrkvksa dk
v/;;u)** fo"k; dks tkuus dk iz;kl fd;k x;k gSA vuqla/kku ds nkSjku vusd dfBukbZ;ksa dk vkuk
LoHkkfod gS ftlds vius dqN dkj.k lnSo gksrs gS] ysfdu fQj Hkh vuqla/kkudÙkkZ us futh Lrj ij
iz;kl djds lPpkbZ dks tkuus dk gj laHko iz;kl fd;kA 'kks/kkFkhZ us losZ{k.k mÙkjnkrkvksa ds lkeus
mifLFkr gksdj fd;kA vr% losZ{k.k djrs le; vusd mRrjnkrk vius fuokl LFkku ls ckgj x,
gq, Fks ;k vLoLFkrk ds dkj.k lwpuk nsus esa vleFkZ Fks vFkok dqN ckgjh O;fDr;ksa ds mifLFkr gksus
ds dkj.k mÙkj ugha ns ldsA losZ{k.k ds nkSjku mÙkjnkrkvksa dk ?kj ij u feyuk Hkh vuqla/kkudÙkkZ
ds le{k ,d izeq[k dfBukbZ gSA vuqla/kku ds nkSjku f}rh; dfBukbZ tks lkeus vkbZ og ;g Fkh fd
vusd mRrjnkrk 'kadk;qDr vkSj lafnX/k FksA vr% ,sls mRrjnkrk iz'uksa ds mÙkj nsrs le;
fgpfdpkgV eglwl djrs FksA 'kks/kkFkhZ us ,slh izofÙk n'kkZus okys mÙkjnkrkvksa ls cpus dk gj laHko
iz;kl fd;kA mi;qDr ifj.kkeksa dks izkIr djus dh nf"V ls ;ksX; vkSj leFkZ mÙkjnkrkvksa dk gh
p;u fd;k x;k] D;ksa fd vusd mRrjnkrk ,sls Fks tks fd iz'uksa ds lgh mÙkj nsus esa leFkZ ugha Fks
tSls% cPps] ean cqf} okys O;fDr vkfnA
'kks/kkFkhZ us bu lHkh dfBukb;ksa ls cpus ds fy, dsoy leFkZ ,oa ;ksX; mÙkjnkrkvksa ls gh
lwpukvksa dks izkIr djus rFkk vuqla/kku dks izkjEHk djus ls iwoZ gh le;] /ku rFkk Je dh lhferrk
dks /;ku esa j[kus dk iz;kl fd;k gSA
REFERENCES – II
1. Claire Sellitz etal , Research Methods In Social Relations,
Rev. ed. New york: Holt, Rinehart and Winston, 1959), P. 50
2. Claire Sellitz etal . op. cit . , P.51.
3. Fred. N. Kerlinger, Foundation of Behavioral Research,
2nd ed. (New york,Holt, Rinehart and Winston, 1978), P.E. 18.
4. William J. Goode and paul K. Hatt, Methods of Social Research
(New york :Mc Graw Hill Inc, Student edition 1952), P.74.
5. Pauline V. young, Scientific Social Surveys and Research :4th
ed.
(New Delhi : Prentice Hall of India Private Limited, 1968), P. 96
6. C. William Emory , Business Research Methods
(Home Wood, Illinois: Richard D. Irwin, Inc, 1976) P.P. 63-65.
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 62
7. Charles F. Cannell and Robert L. Kanh, ” The Collection of Data by
Interviewing, ” In Leon Festinger and Daniel Katz ed ., Research Method In The
Behavioral Sciences (New Delhi, Bombay, Calcutta, New York; Amerind Publishing,
Co. (P) Ltd, 1970) , P. 340.
8. C. William Emory, op. cit .P. 201.
9. Gilbert A. Churchill Jr. Marketing Research (Hinsdale , illlinois:
The Dryden Press, 1976),P. 196.
10. J.A. John, Some Principals and Methods of Sampling,
(Narman A. Polanski, (No), Social Work Research, 1960). P. 75.
11. F.N. Kerlinger, Foundation of Behavioral Research ,
(New york: Holt ,Rinehart and Winston, 1966). P. 329
12. Margaret Hagood, Statistics or Sociologists (New york : Hold ,
Rinehart and Winston, 1953. ) P. 252.
13. Pauline V. young, op. cit . , 277.
14. F.N. Kerlingar, Foundation of Behavioral Research
(New york : Holt, Rinehart and Winston, 1978), P. 492.
15. American Marketing Society, “ Technique of Marketing Research,”
Mc Grow-Hill Book Co., New york, 1987. P. 299.” Quoted From
Goode and Hatt, Methods In Social Research, 1952, P. 359 .
16. lbid.
***********
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v/;k;&III
mÙkjnkrkvksa dh :ijs[kk
(A) czk.M dh :ijs[kk
(B) mÙkjnkrkvksa dh :ijs[kk
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v/;k; - III
mÙkjnkrkvksa dh :ijs[kk
(RESPONDENTS PROFILE)
(a) czk.M dh :ijs[kk (BRAND PROFILE)
foxr dqN o"kksaZ ls t;iqj ftys esa ugkus ds lkcqu cktkj esa of} ns[kh tk ldrh gS] ftldh
otg ls dbZ lkcqu czk.M cktkj esa mrjs gSA bu czk.M esa ls dqN dks cktkj esa vf/kd izkFkfedrk
gSA miHkksDrk pqus gq, dqN czk.M dks vf/kd izkFkfedrk nsrs gS] tks dqN dkj.kksa dh otg ls gSA
t;iqj ftys esa f'k{kk dk i;kZIr fodkl gksus ds dkj.k QS'ku esa vko';d :i ls ifjorZu gqvk gS]
tgk¡ efgyk,¡ bl nkSj esa vkxs gS ogh vfookfgr iq:"kksa us Hkh QS'ku esa :fp ysuk izkjEHk dj fn;k
gSA dkj.k pkgs tks Hkh gks] ysfdu bruk vo'; Li"V gS fd budk mís'; fdlh dks vkdf"kZr djuk
vFkok lkSan;Z cuk, j[kuk gks ldrk gSA t;iqj ftys esa miyC/k czk.M yDl] xksnjst uEcj ou]
ykbQckW;] fujek] flUFkk¡y] geke] czht] ih;lZ] fyjhy] jsDlksuk] tks jkst] fuek jkst] Qs;j Xyks]
ikevkWfyo] Qs;j ,.M yoyh] MsVkWy] uhe] esfMfeDl] tksulu csch lksi] f'kdkdkbZ] t; ykbZe]
,fDVo] uSpqjyh Qs;j lksi] fu[kkj] cksjks lks¶V ,oa fons'kh lkcqu vkfn izeq[k gSA
t;iqj ftys ds dqN Js"B foØsrkvksa ij fd, x, losZ{k.k ds vuqlkj lcls T;knk fcdus
okys lkcqu yDl] xksnjst uEcj ou] ykbQckW;] fujek] flUFkk¡y izeq[k gSA losZ{k.k ls izkIr
lwpukvksa ds vuqlkj lkcqu cktkj ds 61 izfr'kr Hkkx ij yDl] xksnjst uEcj ou]
ykbQckW;] fujek] flUFkk¡y Nk, gq, gSA budk i;kZIr izpkj&izlkj dj] ykxr esa deh vkSj
le;≤ ij fdLe esa lq/kkj dj ;g Lo;a dks vkxs cuk, gq, gSA vU; dEifu;k¡ Hkh
i;kZIr izpkj&izlkj dj bl izfrLi}kZRed ;qx esa Lo;a dks LFkkfir djus dk iz;kl dj jgh
gSA lkcqu fofHkUu jaxksa xqykch] gjk] ukjaxh] yky o lQsn vkfn rFkk vusd [kq'kcwvksa Qwy]
Qy] pUnu] uhe] ukfj;y o rqylh vkfn esa miyC/k gSA lkcqu ds dqN czk.M dks vkxs
iznf'kZr fd;k x;k gS%
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Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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v/;;u ls lEcaf/kr pqus gq, 400 mÙkjnkrkvksa esa ls 80 mÙkjnkrkvksaa ds ikl yDl lkcqu gSA
;g lkcqu vU; lkcqu czk.M ls vf/kd yksdfiz; gSA 164 mÙkjnkrkvksaa esa ls izR;sd 41&41
mÙkjnkrkvksaa ds ikl xksnjst uEcj ou] ykbQckW;] fujek] flUFkk¡y lkcqu gSA blh rjg 80
mÙkjnkrkvksaa esa ls izR;sd 20&20 mÙkjnkrkvksaa ds ikl geke] czht] ih;lZ] fyjhy lkcqu gSA buds
vfrfjDr 42 mÙkjnkrkvksaa esa ls izR;sd 7&7 mÙkjnkrkvksaa ds ikl jsDlksuk] tks jkst] fuek jkst] Qs;j
Xyks] ikevkWfyo] Qs;j ,.M yoyh lkcqu gSA 20 mÙkjnkrkvksaa esa ls izR;sd 4&4 mÙkjnkrkvksaa ds ikl
MsVkWy] uhe] esfMfeDl] tksulu csch lksi] f'kdkdkbZ lkcqu gSA blh izdkj 10 mÙkjnkrkvksaa esa ls
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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izR;sd 2&2 mÙkjnkrkvksaa ds ikl t; ykbZe] ,fDVo] uSpqjyh Qs;j lksi] fu[kkj] cksjks lksIV lkcqu
gSA dqy 400 mÙkjnkrkvksaa esa ls 4 mÙkjnkrk ,sls gS tks fons'kh lkcqu dks mi;ksx esa yk jgs gSA
(b mÙkjnkrkvksaa dh :ijs[kk (RESPONDENTS PROFILE)
mÙkjnkrkvksaa dh :ijs[kk esa ftu miHkksDrkvksa dk lk{kkRdkj fd;k x;k Fkk] mudks vk;q]
fyax] oSokfgd fLFkfr] f'k{kk] O;olk; rFkk vk; ds vk/kkj ij oxhZdr fd;k x;k gSA mÙkjnkrkvksaa
dh lEiw.kZ :ijs[kk bl rjg ls gS%
(I) vk;q ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS OF
AGE):
rkfydk 111&1
vk;q ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&1 esa iznf'kZr gS] vk;q ds vk/kkj ij mÙkjnkrkvksaa dh :ijs[kk bl
rjg ls gS%
400 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 240 (60 %) mÙkjnkrk 18
ls 45 o"kZ ds vk;q lewg rFkk 160 (40 %) mÙkjnkrk 46 ls 70 o"kZ ds vk;q lewg esa FksA
(II) vk;q vkSj fyax ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS
OF AGE AND SEX):
vk;q lewg mÙkjnkrkvksaa dh la[;k
18 ls 45 o"kZ 240 (60 %)
46 ls 70 o"kZ 160 (40 %)
;ksx 400 ( 100 %)
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rkfydk 111&2
vk;q vkSj fyax ds vuqlkj oxhZdj.k
tSlk dh rkfydk 111&2 esa iznf'kZr gS] vk;q vkSj fyax ds vk/kkj ij mÙkjnkrkvksaa dh
:ijs[kk bl rjg ls gS%
18 ls 45 o"kZ vk;q lewg ds 240 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa
ls] 140 (58-33 %) mÙkjnkrk L=h rFkk 'ks"k 100 (41-67 %) mÙkjnkrk iq:"k FksA
blh izdkj 46 ls 70 o"kZ vk;q lewg ds 160 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k
x;k muesa ls] 80 (50 %) mÙkjnkrk L=h rFkk 'ks"k 80 (50 %) mÙkjnkrk iq:"k FksA
(III) vk;q vkSj oSokfgd&fLFkfr ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE
BASIS OF AGE AND MARITAL STATUS):
rkfydk 111&3
vk;q vkSj oSokfgd&fLFkfr ds vuqlkj oxhZdj.k
vk;q lewg fyax ;ksx L=h iq:"k
18 ls 45 o"kZ 140 (58.33%) 100 (41.67%) 240 (100 %)
46 ls 70 o"kZ 80 (50 %) 80 (50 %) 160 (100 %)
;ksx 220 (55 %) 180 (45 %) 400 (100
%) vk;q lewg oSokfgd&fLFkfr ;ksx
vfookfgr fookfgr
18 ls 45 o"kZ 56 (23.33 %) 184 (76.67 %) 240 (100 %)
46 ls 70 o"kZ 36 (22.50 %) 124 (77.50 %) 160 (100 %)
;ksx 92 (23 %) 308 (77 %) 400 (100 %)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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tSlk fd rkfydk 111&3 esa iznf'kZr gS] vk;q vkSj oSokfgd&fLFkfr ds vk/kkj ij mÙkjnkrkvksaa
dh :ijs[kk bl rjg ls gS%
18 ls 45 o"kZ vk;q lewg ds 240 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa
ls] 56 (23-33 %) mÙkjnkrk vfookfgr rFkk 'ks"k 184 (76.67 %) mÙkjnkrk fookfgr FksA
blh izdkj 46 ls 70 o"kZ vk;q lewg ds 160 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k
x;k muesa ls] 36 (22-50 %) vfookfgr rFkk 'ks"k 124 (77-50 %) mÙkjnkrk fookfgr FksA
(IV) vk;q] oSokfgd&fLFkfr vkSj fyax ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON
THE BASIS OF AGE, MARITAL-STATUS AND SEX):
rkfydk 111&4
vk;q] oSokfgd&fLFkfr vkSj fyax ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&4 esa iznf'kZr gS] vk;q] oSokfgd&fLFkfr vkSj fyax ds vk/kkj ij
mÙkjnkrkvksa dh :ijs[kk bl rjg ls gS%
18 ls 45 o"kZ vk;q lewg ds 240 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa
ls] 24 (10%) mÙkjnkrk vfookfgr L=h] 32 (13.34 %) mÙkjnkrk vfookfgr iq:"k rFkk 'ks"k
116 (48.33 %) mÙkjnkrk fookfgr L=h] 68 (28.33%) mÙkjnkrk fookfgr iq:"k FksA
vk;q lewg vfookfgr fookfgr ;ksx
L=h iq:"k L=h iq:"k
18 ls 45 o"kZ 24(10%) 32(13.34%) 116(48.33%) 68(28.33%) 240(100%)
46 ls 70 o"kZ 12(7.5%) 24(15%) 68(42.50%) 56(35%) 160(100%)
;ksx 36(9%) 56(14%) 184(46%) 124(31%) 400(100%)
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blh izdkj 46 ls 70 o"kZ vk;q lewg ds ftu 160 (100 %) mÙkjnkrkvksa dk lk{kkRdkj
fy;k x;k muesa ls] 12 (7.5 %) mÙkjnkrk vfookfgr L=h] 24 (15 %) mÙkjnkrk vfookfgr
iq:"k rFkk 'ks"k 68 (42.50 %) mÙkjnkrk fookfgr L=h] 56 (35 %) mÙkjnkrk fookfgr iq:"k
FksA
(V) vk;q vkSj f'k{kk ds vk/kkj ij oxhZdj.k (CLASSIFICATION
ON THE BASIS OF AGE AND EDUCATION):
rkfydk 111&5
vk;q vkSj f'k{kk ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&5 esa iznf'kZr gS] vk;q vkSj f'k{kk ds vk/kkj ij mÙkjnkrkvksaa dh :i
js[kk bl rjg ls gS%
18 ls 45 o"kZ vk;q lewg ds 240 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa
ls] 16 (6.67 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 68 (28.33 %) mÙkjnkrk mPp
lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 156 (65 %) mÙkjnkrk Lukrd vkSj Åij f'k{kk j[kus okys
FksA
blh izdkj 46 ls 70 o"kZ vk;q lewg ds 160 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k
x;k muesa ls] 28 (17.5 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 72 (45 %) mÙkjnkrk mPp
vk;q lewg f'k{kk ;ksx
mPp lSd.Mjh mPp lSd.Mjh vkSj Lukrd vkSj
ds uhp Lukrd ds uhps Åij
18 ls 45 o"kZ 16 (6.67%) 68 (28.33%) 156 (65%) 240 (100%)
46 ls 70 o"kZ 28 (17.5%) 72 (45%) 60 (37.5%) 160 (100%)
;ksx 44 (11%) 140 (35%) 216 (54%) 400 (100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 60 (37.5 %) mÙkjnkrk Lukrd vkSj Åij f'k{kk j[kus okys
FksA
(VI) vk;q vkSj O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS
OF AGE AND OCCUPATION):
rkfydk 111&6
vk;q vkSj O;olk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&6 esa iznf'kZr gS] vk;q vkSj O;olk; ds vk/kkj ij mÙkjnkrkvksaa dh
:i js[kk bl rjg ls gS%
18 ls 45 o"kZ vk;q lewg ds 240 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa
ls] 140 (58.33 %) mÙkjnkrk lsok dk;Z esa] 36 (15 %) mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k
64 (26.67 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA
blh izdkj 46 ls 70 o"kZ vk;q lewg ds 160 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k
x;k muesa ls] 64 (40 %) mÙkjnkrk lsok dk;Z esa] 40 (25 %) mÙkjnkrk O;kikj dk;Z esa rFkk
'ks"k 56 (35 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA
vk;q lewg O;olk; ;ksx
lsok dk;Z O;kikj dk;Z is'ksoj vU; ;k
lsokfuo`r O;fDr
18 ls 45 o"kZ 140 (58.33%) 36 (15%) 64 (26.67%) 240 (100%)
46 ls 70 o"kZ 64 (40%) 40 (25%) 56 (35%) 160 (100%)
;ksx 204 (51%) 76 (19%) 120 (30%) 400 (100%)
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(VII) vk;q vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS
OF AGE AND INCOME):
rkfydk 111&7
vk;q vkSj vk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&7 esa iznf'kZr gS] vk;q vkSj vk; ds vk/kkj ij mÙkjnkrkvksaa dh :i
js[kk bl rjg ls gS%
18 ls 45 o"kZ vk;q lewg ds 240 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa
ls] 52 (21-67 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 92 (38-33
%) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 96 (40 %) mÙkjnkrk
4600@& vkSj Åij izfr eghuk vk; okys FksA
blh izdkj 46 ls 70 o"kZ vk;q lewg ds 160 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k
x;k muesa ls] 24 (15 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 68
(42-5 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 68 (42-5 %)
mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
vk;q lewg vk; ;ksx
:- 600@& ls :- 2600@& ls :- 4600@& vkSj
:- 2600@& :- 4600@& Åij izfr eghuk
izfr eghuk izfr eghuk
18 ls 45 o"kZ 52 (21.67%) 92 (38.33%) 96 (40%) 240 (100%)
46 ls 70 o"kZ 24 (15%) 68 (42.5%) 68 (42.5%) 160 (100%)
;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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(VIII) fyax ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS OF
SEX):
rkfydk 111&8
fyax ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&8 esa iznf'kZr gS] fyax ds vk/kkj ij mÙkjnkrkvksaa dh :i js[kk bl
rjg ls gS%
400 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 220 (55
%) mÙkjnkrk L=h rFkk 180 (45 %) mÙkjnkrk iq:"k fyax lewg esa FksA
(IX) fyax vkSj oSokfgd&fLFkfr ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE
BASIS OF SEX AND MARITAL - STATUS):
rkfydk 111&9
fyax vkSj oSokfgd&fLFkfr ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&9 esa iznf'kZr gS] fyax vkSj oSokfgd fLFkfr ds vk/kkj ij mÙkjnkrkvksaa
dh :i js[kk bl rjg ls gS%
fyax mÙkjnkrkvksaa dh la[;k
L=h 220 (55%)
iq:"k 180 (45%)
;ksx 400 (100%)
fyax oSokfgd&fLFkfr ;ksx
vfookfgr fookfgr
L=h 36 (16.36%) 184 (83.64%) 220 (100%)
iq:"k 56 (31.11%) 124 (68.89%) 180 (100%)
;ksx 92 (23%) 308 (77%) 400 (100%)
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L=h fyax lewg ds 220 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 36
(16.36 %) mÙkjnkrk vfookfgr rFkk 'ks"k 184 (83.64 %) mÙkjnkrk fookfgr FksA
blh izdkj iq:"k fyax lewg ds 180 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k
muesa ls] 56 (31.11 %) mÙkjnkrk vfookfgr rFkk 124 (68.89 %) mÙkjnkrk fookfgr FksA
(X) fyax vkSj f'k{kk ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS
OF SEX AND EDUCATION):
rkfydk 111&10
fyax vkSj f'k{kk ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&10 esa iznf'kZr gS] fyax vkSj f'k{kk ds vk/kkj ij mÙkjnkrkvksaa dh :i
js[kk bl rjg ls gS%
L=h fyax lewg ds 220 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 24
(10.91 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 80 (36.36 %) mÙkjnkrk mPp lSds.Mjh
vkSj Lukrd ds uhps] 'ks"k 116 (52.73 %) mÙkjnkrk Lukrd vkSj Åij f'k{kk j[kus okys FksA
blh izdkj] iq:"k fyax lewg ds 180 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k x;k
muesa ls] 20 (11.11 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 60 (33.33 %) mÙkjnkrk
fyax f'k{kk ;ksx
mPp lSd.Mjh mPp lSd.Mjh vkSj Lukrd vkSj
ds uhps Lu ds uhps Lukrd ds Åij
uhps uhps
L=h 24 (10.91%) 80 (36.36%) 116 (52.73%) 220 (100%)
iq:"k 20 (11.11%) 60 (33.33%) 100 (55.56%) 180 (100%)
;ksx 44 (11%) 140 (35%) 216 (54%) 400 (100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 100 (55.56 %) mÙkjnkrk Lukrd vkSj Åij f'k{kk
j[kus okys FksA
(XI) fyax vkSj O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS
OF SEX AND OCCUPATION):
rkfydk 111&11
fyax vkSj O;olk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&11 esa iznf'kZr gS] fyax vkSj O;olk; ds vk/kkj ij mÙkjnkrkvksaa dh
:i js[kk bl rjg ls gS%
L=h fyax lewg ds 220 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 120
(54.55 %) mÙkjnkrk lsok dk;Z esa rFkk 56 (25.45 %) mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k
44 (20 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA
blh izdkj iq:"k fyax lewg ds 180 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k x;k
muesa ls] 84 (46.67 %) mÙkjnkrk lsok dk;Z esa rFkk 20 (11.11 %) mÙkjnkrk O;kikj dk;Z esa
rFkk 'ks"k 76 (42.22 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuor O;fDr FksA
(XII) fyax vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS
OF SEX AND INCOME):
fyax O;olk; ;ksx
lsok dk;Z O;kikj dk;Z is'ksoj vU; ;k
lsokfuor O;fDr
L=h 120 (54.55%) 56 (25.45%) 44 (20%) 220 100%)
iq:"k 84 (46.67%) 20 (11.11%) 76 (42.22%) 180 (100%)
;ksx 204 (51%) 76 (19%) 120 (30%) 400 (100%)
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rkfydk 111&12
fyax vkSj vk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&12 esa iznf'kZr gS] fyax vkSj vk; ds vk/kkj ij mÙkjnkrkvksaa dh :i
js[kk bl rjg ls gS%
L=h fyax lewg ds 220 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 44
(20 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 72 (32.72 %) mÙkjnkrk
:i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 100 (47.28 %) mÙkjnkrk :i;s
4600@& vkSj Åij izfr eghuk vk; okys FksA
blh izdkj iq:"k fyax lewg ds 180 (100 %) mÙkjknkrkvksa dk lk{kkRdkj fy;k x;k
muesa ls] 32 (17.78 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 88
(48.89 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 60 (33.33 %)
mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
(XIII) oSokfgd&fLFkfr ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS
OF MARITAL - STATUS):
fyax vk; ;ksx
:- 600@& ls :- 2600@& ls :- 4600@& vkSj
:- 2600@& :- 4600@& Åij izfr eghuk izfr eghuk izfr eghuk
L=h 44 (20%) 72 (32.72%) 104 (47.28%) 220 (100%)
iq:"k 32 (17.78%) 88 (48.89%) 60 (33.33%) 180 (100%)
;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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rkfydk 111&13
oSokfgd&fLFkfr ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&13 esa iznf'kZr gS] oSokfgd&fLFkfr ds vk/kkj ij mÙkjnkrkvksaa dh
:ijs[kk bl rjg ls gS%
400 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 92 (23 %) mÙkjnkrk
vfookfgr rFkk 308 (77 %) mÙkjnkrk fookfgr FksA
(XIV) oSokfgd&fLFkfr vkSj f'k{kk ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON
THE BASIS OF MARITAL – STATUS AND EDUCATION):
rkfydk 111&14
oSokfgd&fLFkfr vkSj f'k{kk ds vuqlkj oxhZdj.k
oSofgd fLFkfr mÙkjnkrkvksaa dh la[;k
vfookfgr 92 (23%)
fookfgr 308 (77%)
;ksx 400 (100%)
oSokfgd f'k{kk ;ksx
fLFkfr
mPp lSd.Mjh mPp lSd.Mjh vkSj Lukrd vkSj
ds uhps ds uhps Lukrd ds uhps Åij
fookfgr 16 (17.40%) 24 (26.08%) 52 (56.52%) 92 (100%)
fookfgr 28 (9.09%) 116 (37.66%) 164 (53.25%) 308 (100%)
;ksx 44 (11%) 140 (35%) 216 (54%) 400 (100%)
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tSlk fd rkfydk 111&14 esa iznf'kZr gS] oSokfgd&fLFkfr vkSj f'k{kk ds vk/kkj ij
mÙkjnkrkvksaa dh :i js[kk bl rjg ls gS%
vfookfgr lewg ds 92 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 16
(17.40 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 24 (26.08 %) mÙkjnkrk mPp lSds.Mjh
vkSj Lukrd ds uhps o 'ks"k 52 (56.52 %) mÙkjnkrk Lukrd vkSj Åij f'k{kk j[kus okys FksA
blh izdkj fookfgr lewg ds 308 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k x;k muesa
ls] 28 (9.09 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 116 (37.66 %) mÙkjnkrk mPp
lSds.Mjh vkSj Lukrd ds uhps o 'ks"k 164 (53.25 %) mÙkjnkrk Lukrd vkSj Åij f'k{kk j[kus
okys FksA
(XV) oSokfgd&fLFkfr vkSj O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON
THE BASIS OF MARITAL – STATUS AND OCCUPATION):
rkfydk 111&15
oSokfgd&fLFkfr vkSj O;olk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&15 esa iznf'kZr gS] oSokfgd&fLFkfr vkSj O;olk; ds vk/kkj ij
mÙkjnkrkvksaa dh :i js[kk bl rjg ls gS%
oSokfgd O;olk; ;ksx
fLFkfr lsok dk;Z O;kikj dk;Z is'ksoj@vU; ;k
lsokfuor O;fDr
vfookfgr 64 (69.57%) 12 (13.04%) 16 (17.39%) 92 (100%)
fookfgr 40 (45.46%) 64 (20.77%) 104 (33.77%) 308 (100%)
;ksx 204 (51%) 76 (19%) 120 (30%) 400 (100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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vfookfgr lewg ds 92 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 64
(69.57 %) mÙkjnkrk lsok dk;Z esa rFkk 12 (13.04 %) mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k
16 (17.39 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA
blh izdkj fookfgr Lrj ds 308 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k x;k muesa
ls] 140 (45.46 %) mÙkjnkrk lsok dk;Z esa rFkk 64 (20.77 %) mÙkjnkrk O;kikj dk;Z esa
rFkk 'ks"k 104 (33.77 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuor O;fDr FksA
(XVI) oSokfgd&fLFkfr vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE
BASIS OF MARITAL – STATUS AND INCOME):
rkfydk 111&16
oSokfgd&fLFkfr vkSj vk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&16 esa iznf'kZr gS] oSokfgd&fLFkfr vkSj vk; ds vk/kkj ij
mÙkjnkrkvksaa dh :i js[kk bl rjg ls gS%
vfookfgr Lrj ds 92 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 32
(34.78 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 32 (34.78 %)
mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 28 (30.44 %) mÙkjnkrk
4600@& vkSj Åij izfr eghuk vk; okys FksA
oSokfgd vk; ;ksx
fLFkfr :- 600@& ls :- :- 2600@& ls :- :- 4600@& vkSj
2600@& izfr eghuk 600@& izfr eghuk Åij izfr eghuk
vfookfgr 32(34.78%) 32 (34.78%) 28 (30.44%) 92 (100%)
fookfgr 44 (14.29%) 128 (41.56%) 136 (44.15%) 308 (100%)
;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%)
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blh izdkj fookfgr Lrj ds 308 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k x;k muesa
ls] 44 (14.29 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 128 (41.56
%) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 136 (44.15 %)
mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
(XVII) f'k{kk ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS OF
EDUCATION):
rkfydk 111&17
f'k{kk ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&17 esa iznf'kZr gS] f'k{kk ds vk/kkj ij mÙkjnkrkvksaa dh :i js[kk bl
rjg ls gS%
400 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 44 (11 %) mÙkjnkrk
mPp lSds.Mjh ds uhps rFkk 140 (35 %) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps rFkk
'ks"k 216 (54 %) mÙkjnkrk Lukrd vkSj Åij f'k{kk j[kus okys FksA
f'k{kk mÙkjnkrkvksaa dh la[;k
mPp lSds.Mjh ds uhps 44 (11%)
mPp lSds.Mjh vkSj Lukrd
ds uhps 140 (35%)
Lukrd vkSj Åij 216 (54%)
;ksx 400 (100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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(XVIII) f'k{kk] oSokfgd&fLFkfr vkSj fyax ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON
THE BASIS OF EDUCATION, MARITAL-STATUS AND SEX ):
rkfydk 111&18
f'k{kk] oSokfgd&fLFkfr vkSj fyax ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&18 esa iznf'kZr gS] vk;q] oSokfgd&fLFkfr vkSj fyax ds vk/kkj ij
mÙkjnkrkvksa dh :ijs[kk bl rjg ls gS%
mPp lSds.Mjh ds uhps f'k{kk j[kus okys 44 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k
x;k muesa ls] 4 (9.09 %) mÙkjnkrk vfookfgr L=h] 12 (27.27 %) mÙkjnkrk vfookfgr
iq:"k rFkk 'ks"k 20 (45.46 %) mÙkjnkrk fookfgr L=h] 8 (18.18%) mÙkjnkrk fookfgr iq:"k
FksA
mPp lSds.Mjh vkSj Lukrd ds uhps f'k{kk j[kus okys 140 (100 %) mÙkjnkrkvksaa dk
lk{kkRdkj fd;k x;k muesa ls] 8 (5.71 %) mÙkjnkrk vfookfgr L=h] 16 (11.43 %)
mÙkjnkrk vfookfgr iq:"k rFkk 'ks"k 72 (51.43 %) mÙkjnkrk fookfgr L=h] 44 (31.43 %)
mÙkjnkrk fookfgr iq:"k FksA
f'k{kk vfookfgr fookfgr ;ksx
L=h iq:"k L=h iq:"k
mPp lSds.Mjh 4(9.09%)12(27.27%) 20(45.46%) 8(18.18%) 44(100%)
ds uhps
mPp lsds.Mjh 8(5.71%)16(11.43%)72(51.43%) 44(31.43%) 140(100%)
vkSj Lukrd
ds uhps
Lukrd vkSj 24(11.11%)28(12.96%)92(42.6%) 72(33.33%)216(100%)
Åij
;ksx 6(9%) 56(14%) 184(46%) 124(31%) 400(100%)
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blh izdkj Lukrd vkSj Åij f'k{kk j[kus okys 216 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj
fy;k x;k muesa ls] 24 (11.11 %), mÙkjnkrk vfookfgr L=h] 28 (12.96 %) mÙkjnkrk
vfookfgr iq:"k rFkk 'ks"k 92 (42.6 %) mÙkjnkrk fookfgr L=h] 72 (33.33 %) mÙkjnkrk
fookfgr iq:"k FksA
(XIX) f'k{kk vkSj O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE
BASIS OF EDUCATION AND OCCUPATION):
rkfydk 111&19
f'k{kk vkSj O;olk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&19 esa iznf'kZr gS] f'k{kk vkSj O;olk; ds vk/kkj ij mÙkjnkrkvksaa dh
:ijs[kk bl rjg ls gS%
mPp lSds.Mjh ds uhps f'k{kk j[kus okys 44 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k
x;k muesa ls] 16 (36.36 %) mÙkjnkrk lsok dk;Z esa rFkk 20 (45.46 %) mÙkjnkrk O;kikj
dk;Z esa rFkk 'ks"k 8 (18.18 %) mÙkjnkrk is'ksoj@ vU; ;k lsokfuo`r O;fDr FksA
mPp lSds.Mjh vkSj Lukrd dss uhps f'k{kk j[kus okys 140 (100 %) mÙkjnkrkvksaa dk
lk{kkRdkj fy;k x;k muesa ls] 80 (57.14 %) mÙkjnkrk lsok dk;Z esa rFkk 28 (20 %)
f'k{kk O;olk; ;ksx
lsok O;kikj is'ksoj@vU; ;k
dk;Z dk;Z lsokfuo`r O;fDr
mPp lSds.Mjh 16 (36.36%) 20 (45.46%) 8 (18.18%) 44 (100%) ds uhps
mPp lSds.Mjh
vkSj Lukrd ds 80 (57.14%) 28 (20%) 32 (22.86%) 140 (100%) uhps
Lukrd vkSj Åij 108 (50%) 28 (12.96%) 80 (37.04%) 216 (100%)
;ksx 204 (51%) 76 (19%) 120 (30%) 400(100%)
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mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k 32 (22.86 %) mÙkjnkrk is'ksoj@ vU; ;k lsokfuor O;fDr
FksA
blh izdkj Lukrd vkSj Åij f'k{kk j[kus okys 216 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj
fy;k x;k muesa ls] 108 (50 %) mÙkjnkrk lsok dk;Z esa rFkk 28 (12.96 %) mÙkjnkrk
O;kikj dk;Z esa rFkk 'ks"k 80 (37.04 %) mÙkjnkrk is'ksoj@ vU; ;k lsokfuor O;fDr FksA
(XX) f'k{kk vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS
OF EDUCATION AND INCOME):
rkfydk 111&20
f'k{kk vkSj vk; ds vuqlkj oxhZdj.k
f'k{kk vk; ;ksx
:i;s 600@&
ls :i;s
2600@& izfr
eghuk
:i;s 2600@&
ls :i;s
4600@& izfr
eghuk
:i;s 4600@&
vkSj Åij izfr
eghuk
mPp lSds.Mjh
ds uhps
24 (54.55%)
8 (18.18%) 12 (27.27%)
44 (100%)
mPp lSds.Mjh
vkSj Lukrd ds
uhps
32 (22.86%)
84 (60%) 24 (17.14%)
140 (100%)
Lukrd vkSj
Åij
20 (9.26%) 68 (31.48%)
128 (59.26%)
216 (100%)
;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%) tSlk fd rkfydk 111&20 esa iznf'kZr gS] f'k{kk vkSj vk; ds vk/kkj ij mÙkjnkrkvksaa dh
:ijs[kk bl rjg ls gS%
mPp lSds.Mjh ds uhps f'k{kk j[kus okys 44 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k
x;k muesa ls] 24 (54.55 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 8
(18.18 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 12 (27.27 %)
mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
mPp lSds.Mjh vkSj Lukrd ds uhps f'k{kk j[kus okys 140 (100 %) mÙkjnkrkvksaa dk
lk{kkRdkj fy;k x;k muesa ls] 32 (22.86 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@&
izfr eghuk rFkk 84 (60 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k
24 (17.14 %) mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
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blh izdkj Lukrd vkSj Åij f'k{kk j[kus okys 216 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj
fy;k x;k muesa ls] 20 (9.26 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk
68 (31.48 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 128
(59.26 %) mÙkjnkrk :i;s 4600@& vkSj Åij vk; okys FksA
(XXI) O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS OF
OCCUPATION ):
rkfydk 111&21
O;olk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&21 esa iznf'kZr gS] O;olk; ds vk/kkj ij mÙkjnkrkvksaa dh :ijs[kk bl
rjg ls gS%
400 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 204 (51 %) mÙkjnkrk
lsok dk;Z esa rFkk 76 (19 %) mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k 120 (30 %) mÙkjnkrk
is'ksoj@ vU; ;k lsokfuo`r O;fDr FksA
(XXII) O;olk;] oSokfgd&fLFkfr vkSj fyax ds vk/kkj ij oxhZdj.k (CLASSIFICATION
ON THE BASIS OF OCCUPATION, MARITAL-STATUS AND SEX
):
O;olk; mÙkjnkrkvksaa dh la[;k
lsok dk;Z 204 (51%)
O;kikj 76 (19%)
is'ksoj@vU; ;k lsokfuor O;fDr 120 (30%)
;ksx 400 (100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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rkfydk 111&22
O;olk;] oSokfgd&fLFkfr vkSj fyax ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&22 esa iznf'kZr gS] vk;q] oSokfgd&fLFkfr vkSj fyax ds vk/kkj ij
mÙkjnkrkvksa dh :ijs[kk bl rjg ls gS%
lsok dk;Z esa layXu 204 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 28
(13.73 %) mÙkjnkrk vfookfgr L=h] 36 (17.65%) mÙkjnkrk vfookfgr iq:"k rFkk 'ks"k
92 (45.09 %) mÙkjnkrk fookfgr L=h] 48 (23.53 %) mÙkjnkrk fookfgr iq:"k FksA
O;kikj dk;Z esa layXu 76 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fd;k x;k muesa ls] 4
(5.26 %) mÙkjnkrk vfookfgr L=h] 8 (10.53 %) mÙkjnkrk vfookfgr iq:"k rFkk 'ks"k 52
(68.42 %) mÙkjnkrk fookfgr L=h] 12 (15.79 %), mÙkjnkrk fookfgr iq:"k FksA
blh izdkj is'ksoj@vU; ;k lsokfuor O;fDr okys 120 (100 %), mÙkjnkrkvksaa dk
lk{kkRdkj fy;k x;k muesa ls] 4 (3.33 %), mÙkjnkrk vfookfgr L=h] 12 (10 %), mÙkjnkrk
vfokokfgr iq:"k rFkk 'ks"k 40 (33.34 %) mÙkjnkrk fookfgr L=h] 64 (53.33 %), mÙkjnkrk
fookfgr iq:"k FksA
O;olk; vfookfgr fookfgr ;ksx
h L=h iq:"k L=h iq:"k
lsok dk;Z 28(13.73%)36(17.65%)92(45.09%) 48(23.53%) 204(100%)
O;kikj 4(5.26%) 8(10.53%)52(68.42%) 12(15.79%) 76(100%)
is'ksoj@ vU; 4(3.33%) 12(10%) 40(33.34%) 64(53.33%) 120(100%)
;k lsokfuor
;ksx 36(9%) 56(14%) 184(46%) 124(31%) 400(100%)
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(XXIII) O;olk; vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE
BASIS OF OCCUPATION AND INCOME):
rkfydk&23
O;olk; vkSj vk; ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&23 esa iznf'kZr gS] O;olk; vkSj vk; ds vk/kkj ij mÙkjnkrkvksaa dh
:ijs[kk bl rjg ls gS%
lsok dk;Z esa layXu 204 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 60
(29.41 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 88 (43.14 %)
mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 56 (27.45 %) mÙkjnkrk
:i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
O;kikj dk;Z esa layXu 76 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 12
(15.79 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 24 (31.58 %)
mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 40 (52.63 %) mÙkjnkrk
:i;s 4600@& vkSj Åij vk; okys FksA
blh izdkj is'ksoj@ vU; ;k lsokfuo`r O;fDr okys 120 (100 %) mÙkjnkrkvksaa dk
lk{kkRdkj fy;k x;k muesa ls] 4 (3.33 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr
eghuk rFkk 48 (40 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 68
(56.67 %) mÙkjnkrk :i;s 4600@& vkSj Åij vk; okys FksA
O;olk; vk; ;ksx
O;olk; :i;s 600@& ls
:i;s 2600@&
izfr eghuk
:i;s 2600@& ls
:i;s 4600@&
izfr eghuk
:i;s 4600@&
vkSj Åij izfr
eghuk
lsok dk;Z 60 (29.41%) 88 (43.14%) 56 (27.45%) 204 (100%) O;kikj 12 (15.79%) 24 (31-58%) 40 (52.63%) 76 (100%)
is'ksoj vU; ;k
lsokfuor O;fDr
4 (3.33%) 48 (40%) 68 (56.67%) 120 (100%)
;ksx 76 (19%) 160 (40%) 164 (41%) 400 (100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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(XXIV) vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS OF
INCOME ):
rkfydk 111&24
vk; ds vuqlkj oxhZdj.k
vk; mÙkjnkrkvksaa dh la[;k
:i;s 600@& ls :i;s 2600@& izfr
eghuk
76 (19%)
:i;s 2600@& ls :i;s 4600@& izfr
eghuk
160 (40%)
:i;s 4600@& vkSj Åij izfr eghuk 164 (41%) ;ksx 400 (100%)
tSlk fd rkfydk 111&24 esa iznf'kZr gS] vk; ds vk/kkj ij mÙkjnkrkvksaa dh :ijs[kk bl
rjg ls gS%
400 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 76 (19 %) mÙkjnkrk
:i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 160 (40 %) mÙkjnkrk :i;s 2600@& ls
:i;s 4600@& izfr eghuk rFkk 'ks"k 164 (41 %) mÙkjnkrk :i;s 4600@& vkSj Åij izfr
eghuk vk; okys FksA
(XV) vk;] oSokfgd&fLFkfr vkSj fyax ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON
THE BASIS OF INCOME, MARITAL-STATUS AND SEX ):
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rkfydk 111&25
vk;] oSokfgd&fLFkfr vkSj fyax ds vuqlkj oxhZdj.k
tSlk fd rkfydk 111&25 esa iznf'kZr gS] vk;] oSokfgd&fLFkfr vkSj fyax ds vk/kkj ij
mÙkjnkrkvksa dh :ijs[kk bl rjg ls gS%
:i;s 600@& ls :i;s 2600@& izfr eghuk vk; okys 76 (100 %) mÙkjnkrkvksa dk
lk{kkRdkj fy;k x;k muesa ls] 16 (21-05 %) mÙkjnkrk vfookfgr L=h] 16 (21.05 %)
mÙkjnkrk vfookfgr iq:"k rFkk 'ks"k 28 (36.85 %) mÙkjnkrk fookfgr L=h] 16 (21.05 %)
mÙkjnkrk fookfgr iq:"k FksA
:i;s 600@& ls :i;s 2600@& izfr eghuk vk; okys 160 (100 %) mÙkjnkrkvksa dk
lk{kkRdkj fy;k x;k muesa ls 4 (2.5 %) mÙkjnkrk vfookfgr L=h] 28 (17.5 %) mÙkjnkrk
vk; vfookfgr fookfgr ;ksx
L=h iq:"k L=h iq:"k
:i;s 600@&ls 16(21.05%)16(21.05%)28(36.85%)6(21.05%) 76(100%)
:i;s 2600@&
izfr eghuk
:i;s 2600@& ls 4(2.5%) 28(17.5%) 8(42.5%) 60(37.5% ) 160(100%)
:i;s 4600@&
izfr eghuk
:i;s 4600@& 16(9.76%)12(7.32%) 88(53.66%)48(29.26%) 164(100%)
vkSj Åij
izfr eghuk
;ksx 36(9%) 56(14%) 184(46%) 124(31%) 400(100%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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vfookfgr iq:"k rFkk 'ks"k 68 (42.5 %) mÙkjnkrk fookfgr L=h] 60 (37.5 %) mÙkjnkrk
fookfgr iq:"k FksA
blh izdkj :i;s 4600@& vkSj Åij izfr eghuk vk; okys 164 (100 %) mÙkjnkrkvksaa
dk lk{kkRdkj fy;k x;k muesa ls] 16 (9.76 %) mÙkjnkrk vfookfgr L=h] 12 (7.32 %)
mÙkjnkrk vfookfgr iq:"k rFkk 'ks"k 88 (53.66 %) mÙkjnkrk fookfgr L=h] 48 (29.26 %)
mÙkjnkrk fookfgr iq:"k FksA
mijksDr ls Li"V gS fd mÙkjnkrkvksa dh :ijs[kk esa vk;q] fyax] oSokfgd&fLFkfr] f'k{kk]
O;olk; rFkk vk; ds vk/kkj ij oxhZd`r fofHkUu lewg okys miHkksDrkvksa dks 'kkfey fd;k x;k gSA
v/;;u ls lEcaf/kr pqus gq, mÙkjnkrkvksa esa ls vf/kdrj mÙkjnkrkvksa ds ikl yDl] xksnjst uEcj
ou] ykbQckW; lkcqu gSA
***********
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v/;k;&IV
izR;qÙkjksa dk fo'ys"k.k
(A) vk;q ds vuqlkj fo'ys"k.k
(B) fyax ds vuqlkj fo'ys"k.k
(C) oSokfgd fLFkfr ds vuqlkj fo'ys"k.k
(D) f'k{kk ds vuqlkj fo'ys"k.k
(E) O;olk; ds vuqlkj fo'ys"k.k
(F) vk; ds vuqlkj fo'ys"k.k
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v/;k; & IV
izR;qÙkjksa dk fo'ys"k.k
(RESPONSE ANALYSIS)
izLrqr v/;k; esa v/;;u {ks= esa lfEefyr t;iqj ds miHkksDrkvksa }kjk tks mÙkj izkIr
gq, mudk fo'ys"k.k dj mUgsa izfr'kr ds vk/kkj ij O;Dr fd;k x;k gS] tks rrh; v/;k; esa
'kkfey fd, tkus okys oxhZdr miHkksDrkvksa ls lEcaf/kr gSA mijksDr izR;qÙkj lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj ls lEcaf/kr gSA
izR;qÙkjksa dk fo'ys"k.k fuEu gS
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lkj.kh IV-1 esa vk;q ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa
dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS% ftls mUgksaus izR;sd rRo dks LFkku fn;k
gSA
192 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] bues ls 126 (65.63%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 66 (34.37%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA mlh rjg 128 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 70 (54.69%)
mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 58 (45.31%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds
FksA 54 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ
LFkku fn;k] buesa ls 28 (51.85%) mÙkjnkrk 18 ls 45 o"kZ vk;q lewg vkSj 'ks"k 26
(48.15%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA bu lHkh 6 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2 (33.33%)
mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 4 (66.67%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
mlh izdkj 20 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd
egRoiw.kZ LFkku fn;k] buesa ls 14 (70%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 6 (30%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ@ u gh
egRoghu LFkku fn;k] buesa ls 22 (73.33%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 8 (26.67%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA mlh izdkj 150 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 104 (69.33%)
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mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 46 (30.67%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg dss FksA
136 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] muesa ls] 72 (52.94%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 64
(47.06%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh izdkj 84 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 42
(50%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 42 (50%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg dss FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k buesa ls] 46 ls 70 o"kZ vk;q lewg ds ,d Hkh ugha FksA 38 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa
ls 24 (63.16%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 14 (36.84%) mÙkjnkrk 46 ls 70
o"kZ vk;q lewg ds FksA blh izdkj 110 (100%) mÙkjnkrk us lkcqu Ø; djrs le;
dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 66 (60%) mÙkjnkrk 18 ls 45 o"kZ
vkSj 'ks"k 44 (40%) 46 ls 70 o"kZ vk;q lewg ds FksA 196 (100%) mÙkjnkrk us lkcqu
Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k] buesa ls 114 (58.16%)
mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 82 (41.84%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds
FksA blh rjg 54 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd
egRoghu LFkku fn;k buesa ls] 34 (62.96%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 20
(37.04%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
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lkj.kh IV- 2(v) esa vk;q vkSj f'k{kk% (18&45 o"kZ) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
126 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k bues ls 2 (1.59%) mÙkjnkrk mPp lSds.Mjh ds uhps] 28 (22.22%)
mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps f'kf{kr Fks] tcfd 'ks"k 96 (76.19%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 70 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 20 (28.57%)
mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps f'kf{kr o 'ks"k 50 (71.43%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA 28 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher
dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 14 (50%) mÙkjnkrk mPp lSds.Mjh ds uhps]
8 (28.57%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 6 (21.43%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 2(100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k tks fd mPp lSds.Mjh vkSj Lukrd ds
uhps f'kf{kr FksA 14 (100%) mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 10 (71.43%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss
uhps] 'ks"k 4 (28.57%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] buesa ls 10 (45.45%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd
ds uhps] 'ks"k 12 (54.55%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 104 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku
fn;k] buesa ls 2 (1.92%) mÙkjnkrk mPp lSds.Mjh dss uhps] 18 (17.31%) mÙkjnkrk
mPp lSds.Mjh vkSj Lukrd dss uhps o 'ks"k 84 (80.77%) mÙkjnkrk Lukrd vkSj
Åij f'kf{kr FksA blh rjg 72(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 12 (16.67%) mÙkjnkrk mPp
lSds.Mjh ds uhps] 26 (36-11%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 34
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(47.22%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 42 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 2
(4.76%) mÙkjnkrk mPp lSds.Mjh ls uhps] 14 (33.33%) mÙkjnkrk mPp lSds.Mjh
vkSj Lukrd dss uhps] 'ks"k 26 (61.91%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 2 (100%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps
f'kf{kr FksA 24 (100%) mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 14 (58.33%) mÙkjnkrk mPp lSds.Mjh ds uhps] 8 (33-
33%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 2 (8.33%) mÙkjnkrk Lukrd
vkSj Åij f'kf{kr FksA blh izdkj 66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 30 (45.45%) mÙkjnkrk mPp
lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 36 (54.55%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr
FksA 114 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu
LFkku fn;k buesa ls] 24 (21.05%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k
90 (78.95%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 34 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k buesa ls] 2 (5.88%)
mÙkjnkrk mPp lSds.Mjh ds uhps] 4 (11.77%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds
uhps] tcfd 'ks"k 28 (82.35%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
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lkj.kh IV- 2(c) esa vk;q vkSj f'k{kk% (46 & 70 o"kZ) ds vk/kkj ij lkcqu Ø; djrs
le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k
x;k gS%
66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku
fn;k] bues ls 8 (12.12%) mÙkjnkrk mPp lSds.Mjh ds uhps vkSj 30 (45-46%) mÙkjnkrk
mPp lSds.Mjh vkSj Lukrd dss uhpss] 'ks"k 28 (42.42) mÙkjnkrk Lukrd vkSj Åij f'kf{kr
FksA blh izdkj 58 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 6 (10.35%) mÙkjnkrk mPp lSds.Mjh ds uhps ]
30 (51.72%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 22 (37.93%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 26 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 12 (46.15%)
mÙkjnkrk mPp lSds.Mjh ds uhps] 10 (38.46%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd
dss uhps] 'ks"k 4 (15.39%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 4
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 2 (50%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 2 (50%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr Fks A 6 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2 (33.33%) mÙkjnkrk mPp lSds.Mjh
uhps o 'ks"k 4 (66.67%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
8 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] buesa ls 6 (75%) mÙkjnkrk mPp lSds.Mjh ds uhps] 'ks"k 2
(25%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 46 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 4 (8-
70%) mÙkjnkrk mPp lSds.Mjh dss uhps] 8 (17.39%) mÙkjnkrk mPp lSds.Mjh vkSj
Lukrd dss uhps o 'ks"k 34 (73.91%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh rjg
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64 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] buesa ls 6 (9.38%) mÙkjnkrk mPp lSds.Mjh ds uhps] 44
(68.75%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 14 (21.87%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA 42 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw
dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 12 (28.57%) mÙkjnkrk
mPp lSds.Mjh dss uhps] 20 (47.62%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k
10 (23.81%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
blh rjg] 14 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks
vR;f/kd egRoghu LFkku fn;k] muesa ls 2 (14.29%) mÙkjnkrk mPp lSds.Mjh vkSj
Lukrd ds uhps] 'ks"k 12 (85.71%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj
44 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku
fn;k] buesa ls 2 (4.55%) mÙkjnkrk mPp lSds.Mjh ds uhps] 34 (77.27%) mÙkjnkrk
mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 8 (18.18%) mÙkjnkrk Lukrd vkSj Åij
f'kf{kr FksA 82 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu
LFkku fn;k buesa ls] 22 (26.83%) mÙkjnkrk mPp lSds.Mjh ds uhps] 22 (26.83%)
mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 38 (46.34%) mÙkjnkrk Lukrd vkSj
Åij f'kf{kr FksA blh rjg 20 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks
vR;f/kd egRoghu LFkku fn;k buesa ls] 4 (20%) mÙkjnkrk mPp lSds.Mjh ds uhps] 14
(70%) mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 2 (10%) mÙkjnkrk Lukrd vkSj Åij
f'kf{kr FksA
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lkj.kh IV- 3(v) esa vk;q% (18 & 45 o"kZ) vkSj O;olk; ds vk/kkj ij lkcqu Ø; djrs
le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k
x;k gS%
126 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k] mues ls 78 (61.90%) mÙkjnkrk lsok dk;Z esa layXu] 18
(14.29%) mÙkjnkrk O;kikj dk;Z esa layXu] 'ks"k 30 (23.81%) mÙkjnkrk is'ksoj @
vU; ;k lsokfuo`r O;fDr FksA 70 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M
Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 30 (42.86%) mÙkjnkrk lsok dk;Z esa
layXu] 12 (17.14%) mÙkjnkrk O;kikj esa layXu] 'ks"k 28 (40%) mÙkjnkrk is'ksoj
@ vU; ;k lsokfuor O;fDr FksA blh rjg 28 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 20 (71.43%) mÙkjnkrk lsok
dk;Z esa] 6 (21.43%) mÙkjnkrk O;kikj esa layXu] 'ks"k 2 (7.14%) mÙkjnkrk is'ksoj @
vU; ;k lsok fuor O;fDr FksA 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks
vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2 (100%) mÙkjnkrk lsok dk;Z esa layXu FkssA 14
(100%) mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 10 (71.43%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 4 (28.57%) mÙkjnkrk
is'ksoj @ vU; ;k lsokfuor O;fDr FksA
22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] muesa ls 14 (63.64%) mÙkjnkrk lsok dk;Z esa layXu] 2
(9.09%) mÙkjnkrk O;kikj esa layXu] 'ks"k 6 (27.27%) mÙkjnkrk is'ksoj @ vU;
;k lsokfuor O;fDr FksA 104 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher
dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 46 (44.23%) mÙkjnkrk lsok
dk;Z esa layXu] 14 (13.46%) mÙkjnkrk O;kikj esa layXu] 'ks"k 44 (42.31%)
mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA blh rjg 72 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 62
(86.11%) mÙkjnkrk lsok dk;Z esa layXu] 4 (5.56%) mÙkjnkrk O;kikj esa layXu] 'ks"k
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6 (8.33%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuo`r O;fDr FksA 42 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku
fn;k] muesa ls 18 (42.86%) mÙkjnkrk lsok dk;Z esa layXu] 16 (38.09%) mÙkjnkrk
O;kikj esa layXu] 'ks"k 8 (19-05%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA
blh rjg] 2 (100%) mÙkjnkrk us lkcqu Ø; djrs le; xq.koÙkk vR;f/kd egRoghu
LFkku fn;k] muesa ls 2 (100%) mÙkjnkrk lsok dk;Z esa layXu FksA 24 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa ls
22 (91.67%) mÙkjnkrk lsok dk;Z esa layXu] 2 (8.33%) O;kikj esa layXu FksA blh
izdkj 66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu
LFkku fn;k] buesa ls 46 (69.70%) mÙkjnkrk lsok dk;Z esa layXu] 10 (15.15%)
mÙkjnkrk O;kikj esa layXu] 'ks"k 10 (15.15%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor
O;fDr FksA 114 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd
egRoghu LFkku fn;k] muesa ls 50 (43.86%) mÙkjnkrk lsok dk;Z esa layXu] 10
(8.77%) mÙkjnkrk O;kikj esa layXu] 'ks"k 54 (47.37%) mÙkjnkrk is'ksoj@vU; ;k
lsokfuor O;fDr FksA blh rjg 34 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw
dks vR;f/kd egRoghu LFkku fn;k] muesa ls 20 (58.82%) mÙkjnkrk lsok dk;Z esa layXu]
'ks"k 14 (41.18%) mÙkjnkrk O;kikj esa layXu FksA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 3(c) esa vk;q% (46 & 70 o"kZ) vkSj O;olk; ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] mues ls 32 (48.49%) mÙkjnkrk lsok dk;Z esa layXu] 18(27.27%)
mÙkjnkrk O;kikj dk;Z esa layXu] 'ks"k 16 (24.24%) mÙkjnkrk is'ksoj @ vU; ;k
lsokfuor O;fDr FksA 58 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 12 (20.69%) mÙkjnkrk lsok dk;Z esa layXu]
14 (24.14%) mÙkjnkrk O;kikj esa layXu] 'ks"k 32 (55.17%) mÙkjnkrk is'ksoj @
vU; ;k lsokfuo`r O;fDr FksA blh rjg 26 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 18 (69.23%) mÙkjnkrk lsok
dk;Z esa layXu] 'ks"k 8 (30.77%) mÙkjnkrk O;kikj esa layXu FksA blh rjg 4 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2
(50%) mÙkjnkrk lsok dk;Z esa layXu Fks] 'ks"k 2 (50%) mÙkjnkrk is'ksoj @ vU; ;k
lsok fuor O;fDr FksA 6 (100%) mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd
egRoiw.kZ LFkku fn;k] buesa lHkh is'ksoj @ vU; ;k lsokfuor O;fDr FksA
8 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] muesa lHkh 8 (100%) mÙkjnkrk lsok dk;Z esa layXu FksA
46 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] muesa ls 20 (43.48%) mÙkjnkrk lsok dk;Z esa layXu] 4
(8.69%) mÙkjnkrk O;kikj esa layXu] 'ks"k 22 (47.83%) mÙkjnkrk is'ksoj @ vU; ;k
lsokfuor O;fDr FksA 64 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks
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egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 10 (15.63%) mÙkjnkrk lsok dk;Z esa
layXu] 30 (46.87%) mÙkjnkrk O;kikj esa layXu] 'ks"k 24 (37.5%) mÙkjnkrk is'ksoj
@ vU; ;k lsokfuor O;fDr FksA 42 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 26 (61.90%)
mÙkjnkrk lsok dk;Z esa layXu] 6 (14.29%) mÙkjnkrk O;kikj esa layXu] 'ks"k 10 (23-
81%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuo`r O;fDr FksA
blh rjg] 14 (100%) mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoghu LFkku fn;k] muesa lHkh 14 (100%) mÙkjnkrk lsok dk;Z esa layXu FksA
blh izdkj 44 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoghu LFkku fn;k] muesa ls 10 (22.73%) mÙkjnkrk lsok dk;Z esa layXu] 12
(27.27%) mÙkjnkrk O;kikj esa layXu] 'ks"k 22 (50%) mÙkjnkrk is'ksoj @ vU; ;k
lsokfuor O;fDr FksA 82 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 30 (36.58%) mÙkjnkrk lsok dk;Z esa layXu] 28
(34.15%) mÙkjnkrk O;kikj esa layXu] 'ks"k 24 (29.27%) mÙkjnkrk is'ksoj@vU; ;k
lsokfuor O;fDr FksA blh rjg 20 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw
dks vR;f/kd egRoghu LFkku fn;k muesa ls 10 (50%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k
10 (50%) mÙkjnkrk is'ksoj@vU; ;k lsokfuor O;fDr FksA
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l kj . kh (v ) IV-4
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Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 4(v) esa vk;q% (18 & 45 o"kZ) vkSj vk; ds vk/kkj ij lkcqu Ø; djrs
le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k
x;k gS%
126 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k mues ls] 16 (12.70%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@&
izfr eghuk] 50 (39.68%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk]
'ks"k 60 (47.62) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
70 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ
LFkku fn;k] buesa ls 6 (8.57%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk]
30 (42.86%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 34
(38.57%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA blh rjg 28
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa lHkh mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk vk; okys FksA 2
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa 2 (100%) mÙkjnkrk 4600@& vkSj Åij izfr eghuk vk; okys Fks A 14 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] muesa ls 2
(14.29%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 4600@& izfr eghuk vk;] 'ks"k 12 (85-
71%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 2 (9.09%) mÙkjnkrk :Ik;s 600@&
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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ls :Ik;s 2600@& izfr eghuk] 6 (27.27%) mÙkjnkrk :Ik;s 2600@& ls :i;s
4600@& izfr eghuk] 'ks"k 14 (63.64%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr
eghuk vk; okys FksA 104 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 22 (21.15%) mÙkjnkrk :Ik;s
600@& ls :Ik;s 2600@& izfr eghuk] 30 (28.85%) mÙkjnkrk :Ik;s 2600@& ls
:i;s 4600@& izfr eghuk] 'ks"k 14 (63.64%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr
eghuk vk; okys FksA blh rjg 72 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax
dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 10 (13.89%) mÙkjnkrk
:Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 52 (72.22%) mÙkjnkrk :Ik;s 2600@&
ls :i;s 4600@& izfr eghuk] 'ks"k 10 (13.89%) mÙkjnkrk :Ik;s 4600@& vkSj Åij
izfr eghuk vk; okys FksA 42 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 18 (42.86%)
mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 4 (9.52%) mÙkjnkrk :Ik;s
2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 20 (47.62%) :Ik;s 4600@& vkSj Åij
izfr eghuk vk; okys FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] muesa lHkh mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk
okys FksA 24 (100%) mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd
egRoghu LFkku fn;k] muesa ls 10 (41.67%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 10 (41.67%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
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eghuk] 'ks"k 4 (16.67%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
A blh izdkj 66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 2 (3.03%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@&
izfr eghuk] 30 (45.45%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk]
'ks"k 34 (51.52%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys Fks A 114
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k
muesa ls] 28 (24.56%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 38
(33.33%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 48
(42.11%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 34 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k muesa ls
10 (29.41%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 14 (41.18%)
mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 10 (29.41%) mÙkjnkrk
:Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
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l kj . kh (c) IV-4
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Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 4(c) esa vk;q% (46 & 70 o"kZ) vkSj vk; ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
66 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;k mues ls] 6 (9.09%) mÙkjnkrk
:Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 20 (30.30%) mÙkjnkrk :Ik;s 2600@&
ls :Ik;s 4600@& izfr eghuk] 'ks"k 40 (60.61%) mÙkjnkrk :Ik;s 4600@& vkSj Åij
izfr eghuk vk; okys FksA 58 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo
dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (6.90%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 28 (48.27%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
eghuk] 'ks"k 26 (44.83%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
blh rjg 26 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoiw.kZ LFkku fn;k] buesa ls 14 (53.85%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk vk;] 10 (38.46%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@&
izfr eghuk vk;] 'ks"k 2 (7.69%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk;
okys FksA 4 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ
LFkku fn;k] buesa ls lHkh mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk vk;
okys Fks A 6 (100%) mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ
LFkku fn;k] muesa lHkh mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk vk; okys
FksA
8 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa lHkh mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk vk; okys FksA 46 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 4 (8.69%) mÙkjnkrk
:Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 20 (43.48%) mÙkjnkrk :Ik;s 2600@&
ls :i;s 4600@& izfr eghuk] 'ks"k 22 (47.83%) mÙkjnkrk :Ik;s 4600@& vkSj Åij
izfr eghuk vk; okys FksA blh rjg 64 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 4 (6.25%) mÙkjnkrk
:Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 28 (43.75%) mÙkjnkrk :Ik;s 2600@&
ls :i;s 4600@& izfr eghuk] 'ks"k 32 (50%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr
eghuk vk; okys FksA 42 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 8 (19.05%) mÙkjnkrk :Ik;s
600@& ls :Ik;s 2600@& izfr eghuk] 20 (47.62%) mÙkjnkrk :Ik;s 2600@& ls
:i;s 4600@& izfr eghuk] 'ks"k 14 (33.33%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr
eghuk vk; okys FksA
blh rjg] 14 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks
vR;f/kd egRoghu LFkku fn;k] muesa ls 4 (28.57%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 'ks"k 10 (71.43%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr
eghuk okys FksA blh izdkj 44 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks
vR;f/kd egRoghu LFkku fn;k] buesa ls 24 (54.55%) mÙkjnkrk :Ik;s 2600@& ls
:i;s 4600@& izfr eghuk] 'ks"k 20 (45.45%) mÙkjnkrk :Ik;s 4600@& vkSj Åij
izfr eghuk vk; okys Fks A 82 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks
vR;f/kd egRoghu LFkku fn;k muesa ls] 20 (24.39%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 32 (39.02%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
eghuk] 'ks"k 30 (36.59%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
20 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku
fn;k muesa ls 12 (60%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 'ks"k 8
(40%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
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l kj . kh IV-5
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% % % % % % % % % % % % % %
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lkj.kh IV-5 esa fyax ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu
rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
192 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] mues ls 58 (30.21%) mÙkjnkrk iq:"k] 'ks"k 134 (69.79%) mÙkjnkrk
L=h fyax lewg ds FksA 128 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo
dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 84 (65.63%) mÙkjnkrk iq:"k] 'ks"k 44
(34.37%) mÙkjnkrk L=h fyax lewg ds FksA blh rjg 54 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 22 (40.74%)
mÙkjnkrk iq:"k] 'ks"k 32 (59.26%) mÙkjnkrk L=h fyax lewg ds FksA 6 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2
(33.33%) mÙkjnkrk iq:"k vkSj 'ks"k 4 (66.67%) mÙkjnkrk L=h fyax lewg ds FksA
blh izdkj 20 (100%) mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ
LFkku fn;k] buesa ls 14 (70%) mÙkjnkrk iq:"k] 'ks"k 6 (30%) mÙkjnkrk L=h fyax
lewg ds FksA
30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] muesa ls 10 (33.33%) mÙkjnkrk iq:"k] 'ks"k 20
(66.67%) mÙkjnkrk L=h fyax lewg ds FksA 150 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 70
(46.67%) mÙkjnkrk iq:"k vkSj 'ks"k 80 (53.33%) mÙkjnkrk L=h fyax lewg ds FksA
blh rjg 136 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @
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u gh egRoghu LFkku fn;k] buesa ls 46 (33.82%) mÙkjnkrk iq:"k] 'ks"k 90
(66.18%) mÙkjnkrk L=h fyax lewg ds FksA
blh rjg 84 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 54 (64.29%) mÙkjnkrk iq:"k] 'ks"k
30 (35.71%) mÙkjnkrk L=h fyax lewg ds FksA
blh rjg 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] muesa lHkh 2 (100%) mÙkjnkrk iq:"k fyax lewg ds FksA blh rjg
ls 38 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu
LFkku fn;k] buesa ls 10 (26.32%) mÙkjnkrk iq:"k] 'ks"k 28 (73.68%) mÙkjnkrk L=h
fyax lewg ds FksA 110 (100%) mÙkjnkrk us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 40 (36.36%) mÙkjnkrk iq:"k] 'ks"k 70 (63-64)
mÙkjnkrk L=h fyax lewg ds FksA blh izdkj 196 (100%) mÙkjnkrk us lkcqu Ø; djrs
le; jax dks vR;f/kd egRoghu LFkku fn;k] buesa ls 106 (54.08%) mÙkjnkrk iq:"k]
'ks"k 90 (45.92%) mÙkjnkrk L=h fyax lewg ds FksA 54 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k muesa ls] 22 (40.74%)
mÙkjnkrk iq:"k] 'ks"k 32 (59.26%) mÙkjnkrk L=h fyax lewg ds FksA
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l kj . kh (v ) IV-6
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% % % % % % % % % % % % %
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV-6 (v) esa fyax vkSj vk;q% (iq:"k) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
58 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] mues ls 30 (51.72%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 28 (48.28%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA mlh rjg 84 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 52 (61.90%)
mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 32 (38.10%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds
FksA 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ
LFkku fn;k] buesa ls 10 (45.45%) mÙkjnkrk 18 ls 45 o"kZ vk;q lewg vkSj 'ks"k 12
(54.55%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh rjg 2 (100%) mÙkjnkrkvksa
esa ls lHkh mÙkjnkrk 46 ls 70 o"kZ ds vk;q lewg ds Fks] ftUgksusa lkcqu Ø; djrs le; jax
dks vR;f/kd egRoiw.kZ LFkku fn;kA 14 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 8 (57.14%) mÙkjnkrk 18 ls 45 o"kZ
vkSj 'ks"k 6 (42.86%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] muesa ls lHkh 18 ls 45 o"kZ vk;q lewg ds FksA 70 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku
fn;k] buesa ls 46 (65.71%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 24 (34.29%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg dss FksA 46 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 26
(56.52%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 20 (43.48%) mÙkjnkrk 46 ls 70
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o"kZ vk;q lewg ds FksA blh izdkj 54 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 18 (33.33%)
mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 36 (66.67%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds
FksA
blh rjg 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k muesa lHkh mÙkjnkrk 18 ls 45 o"kZ vk;q lewg ds FksA dqy 10
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku
fn;k] muesa lHkh mÙkjnkrk 18 ls 45 o"kZ vk;q lewg ds FksA blh izdkj 40 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 18
(45%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 22 (55%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds
FksA 106 (100%) mÙkjnkrk us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku
fn;k] buesa ls 60 (56.60%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 46 (43.40%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA dqy 22 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k buesa ls] 10 (45.45%) mÙkjnkrk
18 ls 45 o"kZ vkSj 'ks"k 12 (54.55%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
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l kj . kh (v ) IV-6
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lkj.kh IV-6 (c) esa fyax vkSj vk;q% (L=h) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
134 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] mues ls 96 (71.64%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 38 (28.36%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA mlh rjg 44 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 18 (40.90%)
mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 26 (59.10%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku
fn;k] buesa ls 18 (56.25%) mÙkjnkrk 18 ls 45 o"kZ vk;q lewg] 'ks"k 14 (43-75%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh rjg 4 (100%) mÙkjnkrkvksa usa lkcqu
Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2 (50%) mÙkjnkrk 18 ls
45 o"kZ] 'ks"k 2 (50%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA 6 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa lHkh
mÙkjnkrk 18 ls 45 o"kZ vk;q lewg ds FksA
20 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] muesa ls 12 (60%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 8 (40%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA 80 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 58 (72.5%)
mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 22 (27.5%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg dss
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FksA 90 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u
gh egRoghu LFkku fn;k] muesa ls 46 (51.11%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 44
(48.89%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh izdkj 30 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku
fn;k] buesa ls 24 (80%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 6 (20%) mÙkjnkrk 46 ls 70
o"kZ vk;q lewg ds FksA
blh rjg] 28 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k muesa ls 14 (50%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 14 (50%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh izdkj 70 (100%) mÙkjnkrk us lkcqu
Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 48 (68.57%)
mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 22 (31.43%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
90 (100%) mÙkjnkrk us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k]
buesa ls 54 (60%) mÙkjnkrk 18 ls 45 o"kZ vkSj 'ks"k 36 (40%) mÙkjnkrk 46 ls 70
o"kZ vk;q lewg ds FksA dqy 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks
vR;f/kd egRoghu LFkku fn;k buesa ls] 24 (75%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 8
(25%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
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l kj . kh (v ) IV-7
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lkj.kh IV- 7 (v) esa fyax vkSj f'k{kk% (iq:"k) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
58 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k bues ls 10 (17.24%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps f'kf{kr
Fks] tcfd 'ks"k 48 (82.76) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 84
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku
fn;k] buesa ls 2 (2.38%) mÙkjnkrk mPp lSds.Mjh ds uhps] 38 (45.24%) mÙkjnkrk
mPp lSds.Mjh vkSj Lukrd ds uhps 'ks"k 44 (52.38%) mÙkjnkrk Lukrd vkSj Åij
f'kf{kr FksA 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoiw.kZ LFkku fn;k] buesa ls 16 (72.73%) mÙkjnkrk mPp lSds.Mjh ds uhps] 4
(18.18%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 2 (9.09%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA blh izdkj 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa lHkh mÙkjnkrk mPp lSds.Mjh vkSj
Lukrd ds uhps f'kf{kr FksA 14 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks
vR;f/kd egRoghu LFkku fn;k] buesa ls 2 (14.28%) mÙkjnkrk mPp lSds.Mjh ds uhps]
6 (42.86%) mPp lSds.Mjh vkSj Lukrd dss uhps o 'ks"k 6 (42.86%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA
10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] buesa ls 2 (20%) mÙkjnkrk mPp lSds.Mjh ds uhps] 'ks"k 8
(80%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 70 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 2
(2.86%) mÙkjnkrk mPp lSds.Mjh dss uhps] 18 (25.71%) mÙkjnkrk mPp lSds.Mjh
vkSj Lukrd dss uhps o 'ks"k 50 (71.43%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
blh rjg 46 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] buesa ls 4 (8.69%) mÙkjnkrk mPp lSds.Mjh ds uhps] 20
(43.48%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 22 (47.83%) mÙkjnkrk
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Lukrd vkSj Åij f'kf{kr FksA 54 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw
dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 14 (25.92%) mÙkjnkrk
mPp lSds.Mjh dss uhps] 20 (37.04%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k
20 (37.04%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] buesa ls lHkh mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps f'kf{kr
FksA blh rjg ls] 10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoghu LFkku fn;k] buesa ls 6 (60%) mÙkjnkrk mPp lSds.Mjh ds uhps] 'ks"k
4 (40%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 40 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 22 (55%)
mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 18 (45%) mÙkjnkrk Lukrd vkSj
Åij f'kf{kr FksA 106 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd
egRoghu LFkku fn;k buesa ls] 14 (13.21%) mÙkjnkrk mPp lSds.Mjh ds uhps] 26
(24.53%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 66 (62.26%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw
dks vR;f/kd egRoghu LFkku fn;k buesa ls] 10 (45.45%) mÙkjnkrk mPp lSds.Mjh vkSj
Lukrd ds uhps] 'ks"k 12 (54.55%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
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l kj . kh (c) IV-7
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lkj.kh IV- 7 (c) esa fyax vkSj f'k{kk% (L=h) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
134 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k] bues ls 10 (7.46%) mÙkjnkrk mPp lSds.Mjh ds uhps] 48
(35.82) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] tcfd 'ks"k 76 (56.72)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 44 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (9.09%)
mÙkjnkrk mPp lSds.Mjh ds uhps] 12 (27.27%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd
ds uhps] 'ks"k 28 (63.64%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 32 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 10 (31.25%) mÙkjnkrk mPp lSds.Mjh dss uhps] 14 (43.75%) mÙkjnkrk
mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 8 (25%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr
FksA blh izdkj 4 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd
egRoiw.kZ LFkku fn;k] buesa ls 2 (50%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps]
'ks"k 2 (50%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr Fks A 6 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k] buesa ls 4 (66.67%)
mPp lSds.Mjh vkSj Lukrd dss uhps 'ks"k 2 (33.33%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr
FksA
20 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @ u
gh egRoghu LFkku fn;k] buesa ls 6 (30%) mÙkjnkrk mPp lSds.Mjh ds uhpss] 8 (40%)
mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 6 (30%) mÙkjnkrk Lukrd vkSj Åij
f'kf{kr FksA 80 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] buesa ls 4 (5%) mÙkjnkrk mPp lSds.Mjh dss uhps] 8
(10%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 68 (85%) mÙkjnkrk Lukrd
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vkSj Åij f'kf{kr FksA blh rjg 90 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax
dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 14 (15.55%) mÙkjnkrk mPp
lSds.Mjh ds uhps] 50 (55.56%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps 'ks"k 26
(28.89%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 30 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 14
(46.67%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 16 (53.33%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA
blh rjg] 28 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoghu LFkku fn;k] buesa ls 8 (28.57%) mÙkjnkrk mPp lSds.Mjh ds uhps]
10 (35.71%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps]'ks"k 10 (35.71%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 70 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 2 (2.86%) mÙkjnkrk
mPp lSds.Mjh ds uhps] 42 (60%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k
26 (37.14%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 90 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k buesa ls] 8 (8.89%)
mÙkjnkrk mPp lSds.Mjh ds uhps] 20 (22.22%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd
dss uhps] 'ks"k 62 (68.89%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh rjg 32
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k
buesa ls] 6 (18.75%) mPp lSds.Mjh ds uhps] 8 (25%) mÙkjnkrk mPp lSds.Mjh vkSj
Lukrd dss uhps] 'ks"k 18 (56.25%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
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l kj . kh (v ) IV-8
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 8(v) fyax vkSj O;olk;% (iq:"k) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
58 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] bues ls 26 (44.83%) mÙkjnkrk lsok dk;Z esa layXu] 8 (13.79%)
mÙkjnkrk O;kikj dk;Z esa layXu] 'ks"k 24 (41.38) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor
O;fDr FksA 84 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd
egRoiw.kZ LFkku fn;k] buesa ls 38 (45.24%) mÙkjnkrk lsok dk;Z esa layXu] 4
(4.76%) mÙkjnkrk O;kikj esa layXu] 'ks"k 42 (50%) mÙkjnkrk is'ksoj @ vU; ;k
lsokfuor O;fDr FksA blh rjg 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher
dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 14 (63.64%) mÙkjnkrk lsok dk;Z esa] 8
(36.36%) mÙkjnkrk O;kikj esa layXu FksA 2 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls lHkh mÙkjnkrk is'ksoj @ vU;
;k lsokfuor O;fDr FkssA 14 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks
vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 6 (42.86%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k
8 (57.14%) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA
10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] muesa ls 2 (20%) mÙkjnkrk lsok dk;Z esa layXu] 2
(20%) mÙkjnkrk O;kikj esa layXu 6 (60%) mÙkjnkrk is'ksoj @ vU; ;k
lsokfuor O;fDr FksA 70 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 30 (42. 86%) mÙkjnkrk lsok dk;Z
esa layXu] 'ks"k 40 (57.14%) mÙkjnkrk is'ksoj @ vU; ;k lsok fuor O;fDr FksA mlh
rjg 46 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] buesa ls 30 (65.22%) mÙkjnkrk lsok dk;Z esa layXu] 2
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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(4.35%) mÙkjnkrk O;kikj esa layXu] 'ks"k 14 (30.43%) mÙkjnkrk is'ksoj @ vU; ;k
lsokfuor O;fDr FksA 54 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 22 (40.74%) mÙkjnkrk lsok dk;Z esa
layXu] 16 (29.63%) mÙkjnkrk O;kikj esa layXu] 'ks"k 16 (29.63%) mÙkjnkrk is'ksoj
@ vU; ;k lsokfuo`r O;fDr FksA
blh rjg] 2 (100%) mÙkjnkrk us lkcqu Ø; djrs le; xq.koÙkk vR;f/kd
egRoghu LFkku fn;k] buesa lHkh 2 (100%) mÙkjnkrk lsok dk;Z esa layXu FksA 10 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa
lHkh mÙkjnkrk lsok dk;Z esa layXu FksA blh izdkj 40 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 22 (55%)
mÙkjnkrk lsok dk;Z esa layXu] 2 (5%) mÙkjnkrk O;kikj esa layXu] 'ks"k 16 (40%)
mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA 106 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k muesa ls] 40 (37-74%)
mÙkjnkrk lsok dk;Z esa layXu] 16 (15.09%) mÙkjnkrk O;kikj esa layXu] 'ks"k 50
(47.17%) mÙkjnkrk is'ksoj@vU; ;k lsokfuor FksA 22 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k] muesa ls 10 (45.45%)
mÙkjnkrk lsok dk;Z esa layXu] 2 (9.10%) mÙkjnkrk O;kikj esa layXu] 'ks"k 10
(45.45%) mÙkjnkrk is'ksoj@vU; ;k lsokfuor O;fDr FksA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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l kj . kh (c) IV-8
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International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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lkj.kh IV- 8(c) fyax vkSj O;olk;% (L=h) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
134 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k bues ls 84 (62.69%) mÙkjnkrk lsok dk;Z esa layXu] 28
(20.89%) mÙkjnkrk O;kikj dk;Z esa layXu] 'ks"k 22 (16.42) mÙkjnkrk is'ksoj @ vU;
;k lsokfuor O;fDr FksA 44 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo
dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (9.09%) mÙkjnkrk lsok dk;Z esa layXu]
22 (50%) mÙkjnkrk O;kikj esa layXu] 'ks"k 18 (40.91%) mÙkjnkrk is'ksoj @ vU;
;k lsokfuo`r O;fDr FksA blh rjg 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 24 (75%) mÙkjnkrk lsok dk;Z esa] 6
(18.75%) mÙkjnkrk O;kikj esa layXu] 'ks"k 2 (6.25%) mÙkjnkrk is'ksoj @
vU; ;k lsokfuor
O;fDr FksA 4 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ
LFkku fn;k] buesa lHkh mÙkjnkrk lsok dk;Z esa layXu FkssA 6 (100%) mÙkjnkrk us lkcqu
Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (66.67%)
mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 2 (33.33%) mÙkjnkrk is'ksoj@ vU; ;k lsokfuor
O;fDr FksA
20 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo
dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls lHkh 20 (100%) mÙkjnkrk
lsok dk;Z esa layXu FksA 80 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 36 (45%) mÙkjnkrk lsok dk;Z esa
layXu] 18 (22.5%) mÙkjnkrk O;kikj esa layXu] 'ks"k 26 (32.5%) mÙkjnkrk is'ksoj
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@ vU; ;k lsokfuor O;fDr FksA mlh rjg 90 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 42 (46.67%)
mÙkjnkrk lsok dk;Z esa layXu 32 (35.35%) mÙkjnkrk O;kikj esa layXu] 'ks"k 16
(17.78%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA 30 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls
22 (73.33%) mÙkjnkrk lsok dk;Z esa layXu] 6 (20%) mÙkjnkrk O;kikj esa lyaXu 'ks"k
2 (6.67%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA
blh rjg 28 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoghu LFkku fn;k] buesa ls 26 (92.86%) mÙkjnkrk lsok dk;Z esa layXu]
'ks"k 2 (7-14%) mÙkjnkrk O;kikj esa layXu FksA blh izdkj 70 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 34
(48.57%) mÙkjnkrk lsok dk;Z esa layXu] 20 (28.57%) mÙkjnkrk O;kikj esa
layXu] 'ks"k 16 (22.86%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA 90
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k
muesa ls] 40 (44.44%) mÙkjnkrk lsok dk;Z esa layXu] 22 (24.44%) mÙkjnkrk
O;kikj esa layXu] 'ks"k 28 (31.11%) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r FksA 32
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k
muesa ls 20 (62.5%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 12 (37.5%) mÙkjnkrk
is'ksoj@vU; ;k lsokfuor O;fDr FksA
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l kj . kh (v ) IV-9
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lkj.kh IV- 9 (v) esa fyax vkSj vk;% (iq:"k) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
58 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k mues ls] 4 (6.90%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr
eghuk] 26 (44.83%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk]
'ks"k 28 (48.27%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 84
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku
fn;k] buesa ls 8 (9.52%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 46
(54.76%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk 'ks"k 30
(35.71%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA blh rjg 22
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 18 (81.82%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk
vk;] 2 (9.09%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk vk;] 'ks"k 2
(9.09%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 14 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2
(14.29%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk vk;] 'ks"k 12
(85.71%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk vk; okys FksA 2
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa lHkh mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk vk; okys FksA
10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 2 (20%) mÙkjnkrk :Ik;s 600@& ls
:Ik;s 2600@& izfr eghuk vk;] 2 (20%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@&
izfr eghuk] 'ks"k 6 (60%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
70 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] buesa ls 10 (14.29%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 34 (48.57%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
eghuk] 'ks"k 26 (37.14%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr efguk vk; okys FksA
blh rjg 46 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] buesa ls 10 (21.74%) :Ik;s 600@& ls :Ik;s 2600@&
izfr eghuk] 34 (73.91%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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2 (4.35%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 54 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu
LFkku fn;k] muesa ls 10 (18.52%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr
eghuk] 18 (33.33%) mÙkjnkrk :Ik;s 2600@& vkSj :i;s 4600@& izfr eghuk] 'ks"k
26 (48.15%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr efguk vk; okys FksA
blh rjg 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] muesa ls lHkh 2 (100%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk eghuk okys FksA blh izdkj 10 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa lHkh 10 (100%)
mÙkjnkrk :Ik;s 600@& ls :i;s 2600@& izfr eghuk vk; okys FksA 40 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 2
(5%) mÙkjnkrk :Ik;s 600@& ls :i;s 2600@& izfr eghuk vk;] 22 (55%)
mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 16 (40%) mÙkjnkrk
:Ik;s 4600@& vkSj Åij izfr eghuk vk; okys Fks A 106 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k muesa ls] 10 (9.44%) mÙkjnkrk
:Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 54 (50.94%) mÙkjnkrk :Ik;s 2600@&
ls :i;s 4600@& izfr eghuk] 'ks"k 42 (39.62%) mÙkjnkrk :Ik;s 4600@& vkSj Åij
izfr eghuk vk; okys FksA 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks
vR;f/kd egRoghu LFkku fn;k muesa ls 8 (36.36%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 12 (54.55%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
eghuk] 'ks"k 2 (9.09%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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l kj . kh (c) IV-9
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International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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lkj.kh IV- 9 (c) esa fyax vkSj vk;% (L=h) ds vk/kkj ij lkcqu Ø; djrs le;
mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
134 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k mues ls] 18 (13.43%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr
eghuk] 44 (32.84%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk] 'ks"k 72
(53.73%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 44 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls
2 (4.55%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 12 (27.27%)
mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk 'ks"k 30 (68.18%) mÙkjnkrk
:Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA blh rjg 32 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 24
(75%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk vk;] 'ks"k 8
(25%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA blh rjg 4
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks vR;f/kd egRoiw.kZ LFkku
fn;k] buesa ls 2 (50%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 2
(50%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 6 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] muesa lHkh
mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk vk; okys FksA
20 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 8 (40%) mÙkjnkrk :Ik;s 600@& ls
:Ik;s 2600@& izfr eghuk vk;] 4 (20%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@&
izfr eghuk] 'ks"k 8 (40%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
80 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u
gh egRoghu LFkku fn;k] buesa ls 16 (20%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@&
izfr eghuk] 16 (20%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 48
(60%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA blh rjg 90
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu
LFkku fn;k] buesa ls 4 (4.44%) :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 46
(51.11%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 40
(44.45%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr efguk vk; okys FksA 30 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu
LFkku fn;k] muesa ls 16 (53.33%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr
eghuk] 6 (20%) mÙkjnkrk :Ik;s 2600@& vkSj :i;s 4600@& izfr eghuk] 'ks"k 8
(26.67%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr efguk vk; okys FksA
28 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 4 (14.29%) mÙkjnkrk :Ik;s 600@& ls :i;s 2600@&
izfr eghuk vk;] 10 (35.71%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
eghuk] 'ks"k 14 (50%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
70 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku
fn;k] buesa ls 32 (45.71%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk]
'ks"k 38 (54.29%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys Fks A 90
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k
muesa ls] 38 (42.22%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 16
(17.78%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 36 (40%)
mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 32 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k] muesa ls 2 (6.25%)
mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 14 (43.75%) mÙkjnkrk :Ik;s
2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 16 (50%) mÙkjnkrk :Ik;s 4600@& vkSj
Åij izfr eghuk vk; okys FksA
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Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV-10 esa oSokfgd fLFkfr ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa
}kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
192 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k] mues ls 26 (13.54%) mÙkjnkrk vfookfgr] 'ks"k 166
(86.46%) mÙkjnkrk fookfgr FksA 128 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 38 (29.69%) mÙkjnkrk
vfookfgr] 'ks"k 90 (70.31%) mÙkjnkrk fookfgr FksA blh rjg] 54 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls
22 (40.74%) mÙkjnkrk vfookfgr] 'ks"k 32 (59.26%) mÙkjnkrk fookfgr FksA 6
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa lHkh 6 (100%) mÙkjnkrk fookfgr FksA 20 (100%) mÙkjnkrk us lkcqu Ø; djrs
le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 6 (30%) mÙkjnkrk vfookfgr]
'ks"k 14 (70%) mÙkjnkrk fookfgr FksA
30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 6 (20%) mÙkjnkrk vfookfgr] 'ks"k 24
(80%) mÙkjnkrk fookfgr FksA 150 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 30 (20%) mÙkjnkrk
vfookfgr] 'ks"k 120 (80%) mÙkjnkrk fookfgr FksA 136 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 38
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(27.94%) mÙkjnkrk vfookfgr] 'ks"k 98 (72-06%) mÙkjnkrk fookfgr FksA blh izdkj
ls 84 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u
gh egRoghu LFkku fn;k] buesa ls 18 (21.43%) mÙkjnkrk vfookfgr] 'ks"k 66
(78.57%) mÙkjnkrk fookfgr FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] buesa lHkh 2 (100%) mÙkjnkrk fookfgr FksA 38 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa
ls 10 (26.32%) mÙkjnkrk vfookfgr] 'ks"k 28 (73.68%) mÙkjnkrk fookfgr FksA
110 (100%) mÙkjnkrk us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku
fn;k] buesa ls 10 (9.09%) mÙkjnkrk vfookfgr] 'ks"k 100 (90.91%) mÙkjnkrk
fookfgr FksA 196 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 50 (25.51%) mÙkjnkrk vfookfgr] 'ks"k 146
(74.49%) mÙkjnkrk fookfgr FksA 54 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks vR;f/kd egRoghu LFkku fn;k muesa ls] 22 (40.74%) mÙkjnkrk vfookfgr]
'ks"k 32 (59.26%) mÙkjnkrk fookfgr FksA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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l kj . kh (v ) IV-11
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International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
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lkj.kh IV-11 (v) oSokfgd fLFkfr vkSj vk;q% (vfookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
26 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] mues ls 14 (53.85%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 12 (46.15%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA dqy 38 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 14 (36.84%)
mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 24 (63.16%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA
22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku
fn;k] buesa lHkh 22 (100%) mÙkjnkrk 18 ls 45 o"kZ vk;q lewg ds FksA 6 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa lHkh
6 (100%)mÙkjnkrk 18 ls 45 o"kZ vk;q lewg ds FksA
6 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] muesa ls 2 (33.33%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 4
(66.67%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA dqy 30 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls
22 (73.33%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 8 (26.67%) mÙkjnkrk 46 ls 70 o"kZ
vk;q lewg ds FksA 38 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 22 (57.89%) mÙkjnkrk 18 ls 45 o"kZ]
'ks"k 16 (42.11%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA bl izdkj dqy 18
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] buesa ls 10 (55.56%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 8
(44.44%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg dss FksA
blh rjg 10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] muesa ls 6 (60%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 4 (40%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA 10 (100%) mÙkjnkrk us lkcqu Ø; djrs
le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 6 (60%) mÙkjnkrk 18 ls 45
o"kZ] 'ks"k 4 (40%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA 50 (100%) mÙkjnkrk us
lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k] buesa ls 30 (60%)
mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 20 (40%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA lHkh
22 100%) mÙkjnkrk ftUgksusa lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku
fn;k buesa ls] 14 (63.64%) mÙkjnkrk 18 ls 45 o"kZs] 'ks"k 8 (36.36%) mÙkjnkrk 46
ls 70 o"kZ vk;q lewg ds FksA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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l kj . kh (c) IV-11
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International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
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lkj.kh IV-11 (c) esa oSokfgd fLFkfr vkSj vk;q% (fookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
166 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] mues ls 112 (67-47%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 54 (32.53%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh rjg] ftu 90 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 56 (62-
22%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 34 (37.78%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg
ds FksA 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ
LFkku fn;k] buesa ls 6 (18.75%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 26 (81.25%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh izdkj 6 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2 (33.33%) mÙkjnkrk
18 ls 45 o"kZ] 'ks"k 4 (66.67%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA dqy 14
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 8 (57.14%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 6 (42.86%) mÙkjnkrk 46 ls 70
o"kZ vk;q lewg ds FksA
24 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] muesa ls 20 (83.33%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 4
(16.67%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA dqy 120 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls
82 (68.33%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 38 (31.67%) mÙkjnkrk 46 ls 70
o"kZ vk;q lewg ds FksA 98 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 50 (51.02%) mÙkjnkrk 18 ls
45 o"kZ] 'ks"k 48 (48.98%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA dqy 66
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] muesa ls 32 (48.48%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 34
(51.52%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg dss FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k muesa lHkh mÙkjnkrk 18 ls 45 o"kZ vk;q lewg ds FksA 28 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa ls
18 (64.29%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 10 (35.71%) mÙkjnkrk 46 ls 70 o"kZ
vk;q lewg ds FksA 100 (100%) mÙkjnkrk us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoghu LFkku fn;k] muesa ls 60 (60%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 40 (40%)
mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA 146 (100%) mÙkjnkrk us lkcqu Ø; djrs
le; jax dks vR;f/kd egRoghu LFkku fn;k] muesa ls 84 (57.53%) mÙkjnkrk 18 ls 45
o"kZ] 'ks"k 62 (42.47%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA 32 (100%)
mÙkjnkrk ftUgksausa lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k buesa ls]
20 (62.50%) mÙkjnkrk 18 ls 45 o"kZ] 'ks"k 12 (37.50%) mÙkjnkrk 46 ls 70 o"kZ
vk;q lewg ds FksA
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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l kj . kh (v ) IV-12
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Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV-12 (v) esa oSokfgd fLFkfr vkSj fyax% (vfookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
26 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] mues ls 6 (23.08%) mÙkjnkrk iq:"k] 'ks"k 20 (76.92%) mÙkjnkrk L=h
fyax lewg ds FksA dqy 38 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 30 (78.95%) mÙkjnkrk iq:"k] 'ks"k 8
(21.05%) mÙkjnkrk L=h fyax lewg ds FksA blh rjg 22 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 14 (63.64%)
mÙkjnkrk iq:"k] 'ks"k 8 (36.36%) mÙkjnkrk L=h fyax lewg ds FksA 6 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa lHkh
mÙkjnkrk iq:"k fyax lewg ds FksA
6 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] muesa ls 2 (33.33%) mÙkjnkrk iq:"k] 'ks"k 4 (66.67%)
mÙkjnkrk L=h fyax lewg ds FksA dqy 30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 14 (46.67%)
mÙkjnkrk iq:"k] 'ks"k 16 (53.33%) mÙkjnkrk L=h fyax lewg ds FksA blh izdkj
38 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] buesa ls 26 (68.42%) mÙkjnkrk iq:"k] 'ks"k 12 (31.58%)
mÙkjnkrk L=h fyax lewg ds FksA blh rjg 18 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
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le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 14 (77.78%)
mÙkjnkrk iq:"k] 'ks"k 4 (22.22%) mÙkjnkrk L=h fyax lewg ds FksA
blh rjg] 10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoghu LFkku fn;k] buesa ls 6 (60%) mÙkjnkrk iq:"k] 'ks"k 4 (40%)
mÙkjnkrk L=h fyax lewg ds FksA 10 (100%) mÙkjnkrk us lkcqu Ø; djrs le; dher
dks vR;f/kd egRoghu LFkku fn;k] buesa ls 6 (60%) mÙkjnkrk iq:"k] 'ks"k 4 (40%)
mÙkjnkrk L=h fyax lewg ds FksA 50 (100%) mÙkjnkrkvksa esa ls 30 (60%) mÙkjnkrk
iq:"k] 'ks"k 20 (40%) mÙkjnkrk L=h fyax lewg ds Fks] bUgksausa Ø; djrs le; jax dks
vR;f/kd egRoghu LFkku fn;kA blh izdkj 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k muesa ls] 14 (63.64%) mÙkjnkrk iq:"k]
'ks"k 8 (36.36%) mÙkjnkrk L=h fyax lewg ds FksA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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l kj . kh (c) IV-12
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% % % % % % % % % % % %
% % % % % % % % % % % % % % %
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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lkj.kh IV-12 (c) esa oSokfgd fLFkfr vkSj fyax% (fookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
166 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] mues ls 52 (31.33%) mÙkjnkrk iq:"k] 'ks"k 114 (68.67%) mÙkjnkrk
L=h fyax lewg ds FksA 90 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 54 (60%) mÙkjnkrk iq:"k] 'ks"k 36 (40%)
mÙkjnkrk L=h fyax lewg ds FksA blh rjg 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 8 (25%) mÙkjnkrk iq:"k] 'ks"k
24 (75%) mÙkjnkrk L=h fyax lewg ds FksA 6 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] muesa ls 2 (33.33%) mÙkjnkrk iq:"k] 'ks"k
4 (66.67%) mÙkjnkrk L=h fyax lewg ds FksA blh izdkj] 14 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; [kq'kcq dks vR;f/kd egRoiw.kZ LFkku fn;k] muesa ls 8 (57.14%)
mÙkjnkrk iq:"k] 'ks"k 6 (42.86%) mÙkjnkrk L=h fyax lewg ds FksA
24 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] muesa ls 8 (33.33%) mÙkjnkrk iq:"k] 'ks"k 16 (66.67%)
mÙkjnkrk L=h fyax lewg ds FksA 120 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 56 (46.67%)
mÙkjnkrk iq:"k] 'ks"k 64 (53.33%) mÙkjnkrk L=h fyax lewg ds FksA blh rjg 98
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(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu
LFkku fn;k] buesa ls 20 (20.41%) mÙkjnkrk iq:"k] 'ks"k 78 (79.59%) mÙkjnkrk
L=h fyax lewg ds FksA 66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 40 (60.61%) mÙkjnkrk iq:"k vkSj
'ks"k 26 (39.39%) mÙkjnkrk L=h fyax lewg ds FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] muesa lHkh 2 (100%) mÙkjnkrk iq:"k fyax lewg ds FksA 28
(100%) mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku
fn;k] ftuesa ls 4 (14.29%) mÙkjnkrk iq:"k] 'ks"k 24 (85.71%) mÙkjnkrk L=h fyax
lewg ds FksA 100 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoghu LFkku fn;k] muesa ls 34 (34%) mÙkjnkrk iq:"k] 'ks"k 66 (66%) mÙkjnkrk
L=h fyax lewg ds FksA blh izdkj 146 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
jax dks vR;f/kd egRoghu LFkku fn;k muesa ls] 76 (52.05%) mÙkjnkrk iq:"k] 'ks"k
70 (47.95%) mÙkjnkrk L=h fyax lewg ds FksA 32 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; [kq'kcw dkss vR;f/kd egRoghu LFkku fn;k muesa ls] 8 (25%) mÙkjnkrk
iq:"k] 'ks"k 24 (75%) mÙkjnkrk L=h fyax lewg ds FksA
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l kj . kh (v ) IV-13
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Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 13 (v) esa oSokfgd fLFkfr vkSj f'k{kk% (vfookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
26 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k] bues ls 2 (7.69%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] tcfd
'ks"k 24 (92.31) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 38 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa
ls 20 (52.63%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 18 (47-37%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] muesa ls 14 (63.64%) mÙkjnkrk mPp
lSds.Mjh ds uhps] 2 (9.09%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 6
(27.27%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 6 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2
(33.33%) mÙkjnkrk mPp lSds.Mjh ds uhps] 'ks"k 4 (66.67%) mÙkjnkrk Lukrd vkSj
Åij f'kf{kr Fks A
6 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] buesa ls 4 (66.67%) mÙkjnkrk mPp lSds.Mjh ds uhpss]
'ks"k 2 (33.33%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA dqy 30 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku
fn;k] buesa ls 4 (13.33%) mÙkjnkrk mPp lSds.Mjh dss uhps] 8 (26.67%) mÙkjnkrk
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mPp lSds.Mjh vkSj Lukrd dss uhps o 'ks"k 18 (60%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr
FksA blh rjg 38 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] buesa ls 4 (10.53%) mÙkjnkrk mPp lSds.Mjh ds uhps]
8 (21.05%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 26 (68.42%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA dqy 18 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 4
(22.22%) mÙkjnkrk mPp lSds.Mjh ds uhps] 8 (44.44%) mÙkjnkrk mPp lSds.Mjh
vkSj Lukrd dss uhps] 'ks"k 6 (33.33%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
blh rjg] 10 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa ls 8 (80%)
mÙkjnkrk mPp lSds.Mjh ds uhps] 'ks"k 2 (20-%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
dqy 10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu
LFkku fn;k] buesa lHkh mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 50 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k buesa ls] 8 (16%)
mÙkjnkrk mPp lSds.Mjh ds uhps] 12 (24%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss
uhps] 'ks"k 30 (60%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 22 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k buesa ls]
12 (54.55%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 10 (45.45%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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l kj . kh (c) IV-13
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International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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lkj.kh IV- 13 (c) esa oSokfgd fLFkfr vkSj f'k{kk% (fookfgr) ds vk/kkj ij lkcqu
Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
166(100%)mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku
fn;k] bues ls 10 (6.02%) mÙkjnkrk mPp lSds.Mjh ds uhps] 56 (33.73%)
mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhpss] tcfd 'ks"k 100 (60.25) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA blh izdkj] dqy 90 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 6 (6.67%) mÙkjnkrk
mPp lSds.Mjh ds uhps] 30 (33.33%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k
54 (60%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 32 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] muesa ls 12 (37.5%)
mÙkjnkrk mPp lSds.Mjh dss uhps] 16 (50%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss
uhps] 'ks"k 4 (12.5%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 6
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 4 (66.67%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 2 (33.33%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr Fks A 14 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 10 (71.43%) mÙkjnkrk mPp
lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 4 (28.57%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr Fks
A
24 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] buesa ls 2 (8.33%) mÙkjnkrk mPp lSds.Mjh ds uhpss]
10 (41.67%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 12 (50) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA dqy 120 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 2 (1.67%)
mÙkjnkrk mPp lSds.Mjh dss uhps] 18 (15%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss
uhps o 'ks"k 100 (83.33%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh rjg 98
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(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu
LFkku fn;k] buesa ls 14 (14.28%) mÙkjnkrk mPp lSds.Mjh ds uhps] 62 (63.27%)
mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 22 (22.45%) mÙkjnkrk Lukrd vkSj
Åij f'kf{kr FksA dqy 66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 10 (15.15%) mÙkjnkrk mPp lSds.Mjh
ds uhps] 26 (39.39%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 30
(45.46%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] muesa lHkh mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps f'kf{kr FksA
dqy 28 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 6 (21.43%) mÙkjnkrk mPp lSds.Mjh ds uhps] 10
(35.71%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 12 (42.86%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA 100 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher
dks vR;f/kd egRoghu LFkku fn;k buesa ls] 2 (2%) mÙkjnkrk mPp lSds.Mjh ds uhps]
64 (64%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 34 (34%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA 146 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax
dks vR;f/kd egRoghu LFkku fn;k buesa ls] 14 (9.59%) mÙkjnkrk mPp lSds.Mjh ds
uhps] 34 (23.29%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 98 (67.12%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj dqy 32 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k buesa ls] 6 (18.75%)
mPp lSds.Mjh ds uhps] 6 (18.75%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k
20 (62.50%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
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l kj . kh (v ) IV-14
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% % % % % % % % % % % % % %
% % % % % % % % % % % % %
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 14 (v) oSokfgd fLFkfr vkSj O;olk;% (vfookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
26 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k] bues ls 14 (53.85%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 12
(46.15) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA 38 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 34
(89.48%) mÙkjnkrk lsok dk;Z esa layXu] 2 (5.26%) mRrjnkrk O;kikj esa layXu]
'ks"k 2 (5.26%) mÙkjnkrk is'ksoj @ vU; ;k lsok fuo`r O;fDr FksA blh rjg 22
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 12 (54.55%) mÙkjnkrk lsok dk;Z esa] 'ks"k 10 (45.45%) mÙkjnkrk O;kikj
esa layXu FksA 6 (100%) mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd
egRoiw.kZ LFkku fn;k] buesa ls 4 (66.67%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 2
(33.33%) mÙkjnkrk is'ksoj@ vU; ;k lsokfuo`r O;fDr FksA
6 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] muesa ls 2 (33.33%) mÙkjnkrk lsok dk;Z esa layXu] 2
(33.33%) mÙkjnkrk O;kikj esa layXu] 'ks"k 2 (33.33%) mÙkjnkrk is'ksoj @ vU; ;k
lsok fuor O;fDr FksA A 30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 22 (73.33%) mÙkjnkrk lsok dk;Z
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esa layXu] 'ks"k 8 (26.67%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA mlh rjg
38 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] buesa ls 26 (68.42%) mÙkjnkrk lsok dk;Z esa layXu] 6
(15.79%) mÙkjnkrk O;kikj esa layXu] 'ks"k 6 (15.79%) mÙkjnkrk is'ksoj @ vU; ;k
lsok fuor O;fDr FksA 18 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 14 (77.78%) mÙkjnkrk lsok dk;Z esa
layXu] 'ks"k 4 (22.22%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA
blh rjg 10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd
egRoghu LFkku fn;k] buesa lHkh 10 (100%) mÙkjnkrk lsok dk;Z esa layXu FksA blh
izdkj 10 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu
LFkku fn;k] buesa ls 6 (60%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 4 (40%)
mÙkjnkrk is'ksoj @ vU; ;k lsokfuo`r O;fDr FksA 50 (100%) mÙkjnkrkvksa us lkcqu Ø;
djrs le; jax dks vR;f/kd egRoghu LFkku fn;k muesa ls] 34 (68%) mÙkjnkrk lsok
dk;Z esa layXu] 10 (20%) mÙkjnkrk O;kikj esa layXu] 'ks"k 6 (12%) mÙkjnkrk
is'ksoj@vU; ;k lsokfuo`r FksA 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw
dks vR;f/kd egRoghu LFkku fn;k] muesa ls 14 (63.64%) mÙkjnkrk lsok dk;Z esa
layXu] 2 (9.09%) mÙkjnkrk O;kikj esa layXu] 'ks"k 6 (27.27%) mÙkjnkrk
is'ksoj@vU; ;k lsokfuor O;fDr FksA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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l kj . kh (c) IV-14
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% % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % % % %
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lkj.kh IV- 14 (c) oSokfgd fLFkfr vkSj O;olk;% (fookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
166 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k bues ls 96 (57.83%) mÙkjnkrk lsok dk;Z esa layXu] 36 (21.69%)
mÙkjnkrk O;kikj esa layXu] 'ks"k 34 (20.48%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuo`r
O;fDr FksA 90 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd
egRoiw.kZ LFkku fn;k] buesa ls 8 (8.89%) mÙkjnkrk lsok dk;Z esa layXu] 24
(26.67%) mÙkjnkrk O;kikj esa layXu] 'ks"k 58 (64.44%) mÙkjnkrk is'ksoj @ vU;
;k lsokfuo`r O;fDr FksA blh rjg 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 26 (81.25%) mÙkjnkrk lsok dk;Z esa]
4 (12.5%) mÙkjnkrk O;kikj esa layXu] 'ks"k 2 (6.25%) mÙkjnkrk is'ksoj @ vU;
;k lsokfuor O;fDr FksA A 6 (100%) mÙkjnkrk us lkcqu Ø; djrs le; jax dks
vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (66.67%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k
2 (33.33%) mÙkjnkrk is'ksoj@ vU; ;k lsokfuor O;fDr FksA 14 (100%) mÙkjnkrk
us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 6 (42.86%)
mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 8 (57.14%) mÙkjnkrk is'ksoj@ vU; ;k lsokfuor
O;fDr FksA
24 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] muesa ls 20 (83.33%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k
4 (16.67%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor O;fDr FksA A 120 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku
fn;k] buesa ls 44 (36.67%) mÙkjnkrk lsok dk;Z esa layXu] 18 (15%) mÙkjnkrk
O;kikj esa layXu] 'ks"k 58 (48.33%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuo`r O;fDr FksA
mlh rjg 98 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] buesa ls 46 (46.94%) mÙkjnkrk lsok dk;Z esa layXu] 28
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(28.57%) mÙkjnkrk O;kikj esa layXu] 'ks"k 24 (24.49%) mÙkjnkrk is'ksoj @ vU;
;k lsok fuo`r O;fDr FksA 66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 30 (45.46%) mÙkjnkrk lsok dk;Z
esa layXu] 18 (27.27%) mÙkjnkrk O;kikj esa layXu] 'ks"k 18 (27.27%) mÙkjnkrk
is'ksoj @ vU; ;k lsokfuor O;fDr FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] buesa lHkh mÙkjnkrk lsok dk;Z esa layXu FksA izdkj 28 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa
ls 26 (92.86%) mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 2 (7.14%) mÙkjnkrk O;kikj
esa layXu FksA 100 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoghu LFkku fn;k muesa ls] 50 (50%) mÙkjnkrk lsok dk;Z esa layXu] 22 (22%)
mÙkjnkrk O;kikj esa layXu] 'ks"k 28 (28%) mÙkjnkrk is'ksoj@vU; ;k lsokfuor FksA
146 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku
fn;k] muesa ls 46 (31.51%) mÙkjnkrk lsok dk;Z esa layXu] 28 (19.18%) mÙkjnkrk
O;kikj esa layXu] 'ks"k 72 (49.31%) mRrjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA
dqy 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu
LFkku fn;k] muesa ls 16 (50%) mÙkjnkrk lsok dk;Z esa layXu] 12 (37.5%) mÙkjnkrk
O;kikj esa layXu] 'ks"k 4 (12.5%) mRrjnkrk is'ksoj@vU; ;k lsokfuor O;fDr FksA
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l kj . kh (v ) IV-15
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Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 15 (v) esa oSokfgd fLFkfr vkSj vk;% (vfookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
26 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd egRoiw.kZ
LFkku fn;k mues ls] 2 (7.69%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk]
2 (7.69%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk] 'ks"k 22
(84.62%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 38 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa
ls 10 (26.32%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 22
(57.89%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 6 (15.79%)
mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA blh rjg 22 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls
20 (90.91%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk vk;] 'ks"k 2
(9.09%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 6 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k muesa lHkh
mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk vk; okys FksA
6 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 2 (33.33%) mÙkjnkrk :Ik;s 600@&
ls :Ik;s 2600@& izfr eghuk] 2 (33.34%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@&
izfr eghuk] 'ks"k 2 (33.33%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys
FksA 30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u
gh egRoghu LFkku fn;k] buesa ls 10 (33.33%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 10(33.33%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@&
izfr eghuk] 'ks"k 10 (33.34%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk;
okys FksA blh rjg 38 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 14 (36.84%) mÙkjnkrk :Ik;s 600@&
ls :Ik;s 2600@& izfr eghuk] 14 (36.84%) mÙkjnkrk :Ik;s 2600@& ls :i;s
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4600@& izfr eghuk] 'ks"k 10 (26.32%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk
vk; okys FksA 18 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 6 (33.33%) mÙkjnkrk :Ik;s 600@&
ls :Ik;s 2600@& izfr eghuk] 6 (33.33%) mÙkjnkrk :Ik;s 2600@& vkSj :i;s
4600@& izfr eghuk] 'ks"k 6 (33-33%) mÙkjnkrk :Ik;s 4600@& vkSj Åij vk; okys
FksA
blh rjg] 10 (100%) djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku
fn;k] buesa ls 4 (40%) mÙkjnkrk :Ik;s 600@& ls :i;s 2600@& izfr eghuk vk;]
6 (60%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 10 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 6
(60%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& :i; eghuk] 'ks"k 4 (40%)
mÙkjnkrk 4600@& vkSj Åij izfr eghuk vk; okys Fks A 50 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k muesa ls] 18 (36%)
mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 22 (44%) mÙkjnkrk :Ik;s
2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 10 (20%) mÙkjnkrk :Ik;s 4600@& vkSj
Åij izfr eghuk vk; okys FksA 22 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw
dks vR;f/kd egRoghu LFkku fn;k muesa ls 10 (45.46%) mÙkjnkrk :Ik;s 600@& ls
:Ik;s 2600@& izfr eghuk] 4 (18-18%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@&
izfr eghuk] 'ks"k 8 (36.36%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys
FksA
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% % % % % % % % % % % % % % %
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l kj . kh (c) IV-15
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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lkj.kh IV- 15 (c) esa oSokfgd fLFkfr vkSj vk;% (fookfgr) ds vk/kkj ij lkcqu Ø;
djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr
fd;k x;k gS%
166 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k mues ls] 20 (12.05%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@&
izfr eghuk] 68 (40.96%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk] 'ks"k
78 (46.99%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 90
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku
fn;k] muesa ls 36 (40%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k
54 (60%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA blh rjg 32
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 22 (68.75%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk
vk;] 8 (25%) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 2
(6.25%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 6 (100%)
mÙkjnkrk us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ muesa ls 4 (66.67%)
mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 2 (33.33%) mÙkjnkrk
:Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 14 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; [kq'kcq dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 2 (14.29%)
mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 'ks"k 12 (85.71%) mÙkjnkrk
:Ik;s 2600@& ls :i;s 4600@& izfr eghuk vk; okys FksA
24 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 8 (33.33%) mÙkjnkrk :Ik;s 600@&
ls :Ik;s 2600@& izfr eghuk vk;] 4 (16.67%) mÙkjnkrk :Ik;s 2600@& ls :i;s
4600@& izfr eghuk] 'ks"k 12 (50%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk
vk; okys FksA 120 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 16 (13.33%) mÙkjnkrk :Ik;s 600@&
ls :Ik;s 2600@& izfr eghuk] 40 (33.33%) mÙkjnkrk :Ik;s 2600@& ls :i;s
4600@& izfr eghuk] 'ks"k 64 (53.34%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr
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eghuk vk; okys FksA blh rjg 98 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax
dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 66 (67.35%) mÙkjnkrk
:Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 32 (32.65%) mÙkjnkrk :Ik;s
4600@& vkSj Åij vk; okys FksA 66 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 20 (30.30%)
mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 18 (27.27%) mÙkjnkrk :Ik;s
2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 28 (42.42%) mÙkjnkrk :Ik;s 4600@&
vkSj Åij izfr efguk vk; okys FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] buesa ls lHkh mÙkjnkrk :Ik;s 600@& ls :i;s 2600@& izfr
eghuk vk; okys FksA 28 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoghu LFkku fn;k] buesa ls 10 (35.71%) mÙkjnkrk :Ik;s 600@& ls
2600@& izfr eghuk vk;] 10 (35.71%) mÙkjnkrk :Ik;s 2600@& ls :i;s
4600@& izfr eghuk] 'ks"k 8 (28.57%) :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys
FksA 100 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu
LFkku fn;k] buesa ls 2 (2%) mÙkjnkrk :Ik;s 600@& ls :i;s 2600@& izfr eghuk]
48 (48%) mÙkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 50 (50%)
mÙkjnkrk 4600@& vkSj Åij izfr eghuk vk; okys Fks A 146 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k muesa ls] 30 (20.55%)
mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 48 (32.88%) mÙkjnkrk :Ik;s
2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 68 (46.57%) mÙkjnkrk :Ik;s 4600@&
vkSj Åij izfr eghuk vk; okys FksA 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks vR;f/kd egRoghu LFkku fn;k muesa ls 22 (68.75%) mÙkjnkrk :Ik;s
2600@& ls 4600@& izfr eghuk] 'ks"k 10 (31.25%) mÙkjnkrk :Ik;s 4600@& vkSj
Åij izfr eghuk vk; okys FksA
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f' k{kk d s v uql kj fo' y s"k. k
% % % % % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % % % %
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 16 esa f'k{kk ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu
rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
192 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k] bues ls 10 (5.21%) mÙkjnkrk mPp lSds.Mjh dss uhps] 58 (30-
21%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 124 (64.58%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA 128 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M
Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 6 (4.69%) mÙkjnkrk mPp lSds.Mjh dss
uhps] 50 (39.06%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 72
(56.25%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 54 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 26 (48.15%)
mÙkjnkrk mPp lSds.Mjh ds uhps] 18 (33.33%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd
dss uhps] 'ks"k 10 (18.52%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 6 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4
(66.67%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 2 (33.33%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA blh rjg 20 (100%) mÙkjnkrk us lkcqu Ø; djrs le;
[kq'kcw dks vR;f/kd egRoghu LFkku fn;k] buesa ls 2 (10%) mÙkjnkrk mPp lSds.Mjh dss
uhps] 10 (50%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 8 (40%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA
30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] muesa ls 6 (20%) mÙkjnkrk mPp lSds.Mjh ds uhps] 10
(33.33%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 14 (46.67%) mÙkjnkrk
Lukrd vkSj Åij f'kf{kr FksA blh rjg 150 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; dher dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 6 (4%) mÙkjnkrk
mPp lSds.Mjh ds uhps] 26 (17.33%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps 'ks"k
118 (78.67%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA dqy 136 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku
fn;k] buesa ls 18 (13.24%) mÙkjnkrk mPp lSds.Mjh dss uhps] 70 (51.47%)
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mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps 'ks"k 48 (35.29%) mÙkjnkrk Lukrd vkSj
Åij f'kf{kr FksA 84 (100%) mÙkjnkrkvksa us
lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls
14 (16.67%) mÙkjnkrk mPp lSds.Mjh ds uhps] 34 (40-48%) mÙkjnkrk mPp
lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 36 (42.86%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr
FksA
blh rjg ls 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks
vR;f/kd egRoghu LFkku fn;k] buesa lHkh 2 (100%) mÙkjnkrk mPp lSds.Mjh vkSj
Lukrd dss uhps f'kf{kr FksA 38 (100%) mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo
dks vR;f/kd egRoghu LFkku fn;k] buesa ls 14 (36.84%) mÙkjnkrk mPp lSds.Mjh dss
uhps] 10 (26.32%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd dss uhps] 'ks"k 14 (36.84%)
mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh izdkj 110 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 2 (1.82%) mÙkjnkrk
mPp lSds.Mjh dss uhps] 64 (58.18%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k
44 (40%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 196 (100%) mÙkjnkrkvksa us lkcqu
Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k muesa ls] 22 (11.22%)
mÙkjnkrk mPp lSds.Mjh dss uhps] 46 (23.47%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd
dss uhps] 'ks"k 128 (65.31%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 54 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k muesa ls] 6
(11.11%) mÙkjnkrk mPp lSds.Mjh dss uhps] 18 (33.33%) mÙkjnkrk mPp lSds.Mjh
vkSj Lukrd dss uhps] 'ks"k 30 (55.56%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA
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% % % % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % % %
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lkj.kh IV- 17 esa O;olk; ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk
fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
192 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k bues ls 110 (57.29%) mÙkjnkrk lsok dk;Z esa layXu] 36
(18.75%) mÙkjnkrk O;kikj esa layXu] 'ks"k 46 (23.96%) mÙkjnkrk is'ksoj @ vU;
;k lsokfuor O;fDr FksA 128 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo
dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 42 (32.81%) mÙkjnkrk lsok dk;Z esa layXu]
26 (20-31%) mÙkjnkrk O;kikj esa layXu] 'ks"k 60 (46.88%) mÙkjnkrk is'ksoj @ vU;
;k lsokfuor O;fDr FksA blh izdkj 54 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 38 (70.37%) mÙkjnkrk lsok dk;Z esa]
14 (25.93%) mÙkjnkrk O;kikj esa layXu] 'ks"k 2 (3.70%) mÙkjnkrk is'ksoj @ vU;
;k lsok fuor O;fDr FksA 6 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks
vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (66.67%) mÙkjnkrk lsok dk;Z esa layXu] 2
(33.33%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuo`r O;fDr FksA 20 (100%) mÙkjnkrk us
lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 10 (50%)
mÙkjnkrk lsok dk;Z esa layXu] 'ks"k 10 (50%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuor
O;fDr FksA
30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] muesa ls 22 (73.33%) mÙkjnkrk lsok dk;Z esa layXu] 2
(6.67%) mÙkjnkrk O;kikj esa layXu] 'ks"k 6 (20%) mÙkjnkrk is'ksoj @ vU; ;k
lsokfuor O;fDr FksA 150 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u
rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 66 (44%) mÙkjnkrk lsok dk;Z
esa layXu] 18(12%) mÙkjnkrk O;kikj esa layXu] 'ks"k 66 (44%) mÙkjnkrk is'ksoj @
vU; ;k lsokfuo`r O;fDr FksA mlh rjg 136 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs
le; jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 72 (52.94%)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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mÙkjnkrk lsok dk;Z esa layXu] 34 (25%) mÙkjnkrk O;kikj esa lyaXu 'ks"k 30
(22.06%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuo`r O;fDr FksA 84 (100%)
mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku
fn;k] muesa ls 44 (52.38%) mÙkjnkrk lsok dk;Z esa layXu] 22 (26.19%) mÙkjnkrk
O;kikj esa layXu 'ks"k 18 (21.43%) mÙkjnkrk is'ksoj @ vU; ;k lsokfuo`r O;fDr FksA
blh rjg] 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks
vR;f/kd egRoghu LFkku fn;k] buesa lHkh 2 (100%) mÙkjnkrk O;kikj esa layXu FksA
38 (100%) mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku
fn;k] buesa ls 36 (94.74%) mÙkjnkrk lsok dk;Z esa layXu] 2 (5.26%) mÙkjnkrk
O;kikj esa layXu FksA blh izdkj 110 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 56 (50.91%) mÙkjnkrk lsok dk;Z esa
layXu] 22 (20%) mÙkjnkrk O;kikj esa layXu] 'ks"k 32 (29.09%) mÙkjnkrk is'ksoj @
vU; ;k lsokfuo`r O;fDr FksA 196 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax
dks vR;f/kd egRoghu LFkku fn;k muesa ls] 80 (40.82%) mÙkjnkrk lsok dk;Z esa
layXu] 38 (19.39%) mÙkjnkrk O;kikj esa layXu] 'ks"k 78 (39.80%) mÙkjnkrk
is'ksoj@vU; ;k lsokfuor O;fDr FksA 54 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;
[kq'kcw dks vR;f/kd egRoghu LFkku fn;k] buesa ls 30 (55.56%) mÙkjnkrk lsok dk;Z esa
layXu] 14 (25.93%) mÙkjnkrk O;kikj esa layXu] 'ks"k 10 (18.52%) mÙkjnkrk
is'ksoj @ vU; ;k lsokfuor O;fDr FksA
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l kj . kh IV-18
% % % % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % % % %
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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lkj.kh IV- 18 esa vk; ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu
rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS%
192 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;k mues ls] 22 (11.46%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@&
izfr eghuk] 70 (36.46%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk] 'ks"k
100 (52.08) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys gSA 128
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku
fn;k] buesa ls 10 (7.81%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 58
(45.31%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk 'ks"k 60
(46.88%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA blh rjg 54
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd egRoiw.kZ LFkku fn;k]
buesa ls 42 (77.78%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 10
(18.52%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk 'ks"k] 2 (3.70%)
mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys Fks A 6 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (66.67%)
mÙkjnkrk 2600@& ls :Ik;s 4600@& izfr eghuk] 'ks"k 2 (33.33%) mÙkjnkrk 4600@&
vkSj Åij izfr eghuk vk; okys Fks A 20 (100%) mÙkjnkrk us lkcqu Ø; djrs le;
[kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] muesa ls 2 (10%) mÙkjnkrk :Ik;s 600@& ls
:Ik;s 2600@& izfr eghuk] 18 (90%) mÙkjnkrk :Ik;s 2600@& ls :Ik;s 4600@& izfr
eghuk vk; okys FksA
30 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks
egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 10 (33.33%) mÙkjnkrk :Ik;s
600@& ls :Ik;s 2600@& izfr eghuk] 6 (20%) mÙkjnkrk :Ik;s 2600@& ls :i;s
4600@& izfr eghuk] 'ks"k 14 (46.67%) mÙkjnkrk :Ik;s 4600@& vkSj Åij vk;
okys FksA 150 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ
@ u gh egRoghu LFkku fn;k] buesa ls 26 (17.33%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 50 (33.33%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
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eghuk] 'ks"k 74 (49.33%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr efguk vk; okys FksA
blh rjg 136 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @
u gh egRoghu LFkku fn;k] buesa ls 14 (10.29%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 80 (58.82%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
eghuk] 'ks"k 42 (30-88%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr efguk vk; okys FksA
84 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh
egRoghu LFkku fn;k] muesa ls 26 (30.95%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 24 (28.57%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
eghuk] 'ks"k 30 (40.48%) mÙkjnkrk :Ik;s 4600@& vkSj Åij vk; okys FksA
blh rjg 2 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks vR;f/kd
egRoghu LFkku fn;k] muesa lHkh 2 (100%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@&
izfr eghuk vk; okys FksA 38 (100%) mÙkjnkrk us lkcqu Ø; djrs le; czk.M Nfo dks
vR;f/kd egRoghu LFkku fn;k] buesa ls 14 (36.84%) mÙkjnkrk :Ik;s 600@& ls :Ik;s
2600@& izfr eghuk] 10 (26.32%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr
eghuk] 'ks"k 14 (36.84%) mÙkjnkrkvksa :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys
FksA dqy 110 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd
egRoghu LFkku fn;k] buesa ls 2 (1.82%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@&
izfr eghuk] 54 (49.09%) mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk]
'ks"k 54 (49.09%) mÙkjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys Fks A 196
(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k
muesa ls] 48 (24.49%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 70
(35.71%) mÙkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 78 (39.80%)
mRrjnkrk :Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA 54 (100%) mÙkjnkrkvksa
us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k buesa ls 10
(18.52%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 26 (48.15%)
mÙkjnkrk :Ik;s 2600@& ls :i;s 4600@& izfr eghuk] 'ks"k 18 (33.33%) mÙkjnkrk
:Ik;s 4600@& vkSj Åij izfr eghuk vk; okys FksA
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mijksDr ls Li"V gS fd lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu rRoksa dks
fn, tkus okys egRo ds Lrj ls lEcaf/kr izR;qÙkjksa dk fo'ys"k.k dj mUgsa izfr'kr ds vk/kkj
ij O;Dr fd;k x;k gS tks fd oxhZdr miHkksDrkvksa ls lEcaf/kr gSA
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v/;k;&V
ifjdYiuk dh tk¡p
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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v/;k; & V
ifjdYiuk dh tk¡p
(TESTING OF HYPOTHESES)
ifjdYiuk ijh{k.k ds vUrxZr bl ckr dh tk¡p dh tkrh gS fd voyksfdr lkaf[;dh eki
vkSj ifjdfYir lkaf[;dh eki (izkpy) esa D;k dksbZ lekurk gS vFkok ugh\ ;fn muesa dksbZ vUrj
gS rks ;g vUrj lkFkZd gS ;k ugha\ bl ckr dh tk¡p djuk gh ifjdYiuk ijh{k.k gSA vr% izR;k'kk
o voyksfdr vkofÙk;ksa ds varj dh tk¡p djuk gh ifjdYiuk ijh{k.k dgykrk gSA
iwoZ Li"V gS fd ifjdYiuk dk xBu nks Lrjksa ij fd;k x;k gS% ifjdYiuk dk izFke Lrj
dsUnzh; ,ao f}rh; Lrj oxhZdj.k ?kVdksa ij vk/kkfjr gSA bl izdkj dqy lksyg ifjdYiukvksa dk
fu/kkZj.k fd;k x;kA fun'kZu dh i}fr lfopkj ;k mís';iw.kZ FkhA dkbZ oxZ ijh{k.k dk p;u pjksa esa
lkgp;Z dk ijh{k.k djus ds fy, dh xbZA lHkh lksyg ifjdYiukvksa esa ls dsUnzh; ifjdYiuk crkrh
gS fd ^^lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; miHkksDrkvksa }kjk lkcqu
Ø; djus dk fu.kZ; fd;k tkrk gSA** bu ifjdYiuk dks 'kqU; vFkok fujkdj.kh; ifjdYiuk ds uke
ls tkuk tkrk gSA
X2 dh lkaf[;dh x.kuk ds Øe esa izR;kf'kr vkofÙk dh x.kuk] lEHkkouk ds fl}kUr ds
vk/kkj ij fd;k x;k gSA ;fn nks ?kVuk,¡ lkaf[;dh :i ls Lora= gS rks mudh la;qDr izkf;drk
mRikn ds nks lhekUr izkf;drk dk xq.kuQy gksrh gSA izR;kf'kr vkofÙk;ksa dks izkIr djus ds fy,
fuEufyf[kr lw= dk iz;ksx fd;k x;k gS%
bl rjg ls izR;kf'kr vkofÙk dks izkIr djus ds fy, izR;sd iafDr dh lhekUr vkofÙk dks
izR;sd LrEHk dh lhekUr vkofÙk ls xq.kk fd;k tkrk gS vkSj bl xq.kuQy dks mlds lEiw.kZ ;ksx ls
Hkkx fd;k tkrk gSA rRi'pkr~ vxzlw= ds iz;ksx ls dkbZ&oxZ (Chi – Square) ewY; (X2) dh
x.kuk dh xbZ%
IJ =
[(Total of Ist
row) (Total of Jth Column)]
G.T. (Grand Total)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
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=
tgk¡ f0 = izR;sd dks"B ds fy, voyksfdr vkofÙk gSA
fe = izR;sd dks"B ds fy, izR;kf'kr vkofÙk gSA
LokrU«; dksfV] ftls la{ksi esa d.f. fy[kk tkrk gS]bldk rkRi;Z ,d lead Js.kh ds ,sls
oxksZ ls gS ftldh vofÙk;k¡ Lora= :i ls fu/kkZfjr dh tk ldrh gSA Lora= vkofÙk;k¡ dh la[;k gh
okLro esa LokrU«; la[;k ;k LokrU«;ka'k dgykrh gS] ftldk lw= bl izdkj gS%
tgk¡ r = iafDr;ksa dh la[;k gSA
c = LrEHkksa dh la[;k gSA
vr% lHkh lkjf.k;ksa esa ik¡p iafDr ,ao rhu LrEHk gksus dh otg ls LokrU«; dksfV dh x.kuk
fuEu izdkj ls dh xbZ%
dkbZ oxZ vkSj LokrU«;ka'k (d.f.) dks Kkr djus ds ckn X2
rkfydk esa ls ,d fuf'pr
fo'okL;rk Lrj 0-95 ij rFkk 8 LokrU=; la[;k ls lEcaf/kr dkbZ oxZ ewY; dks ns[k fy;k x;kA
rRi'pkr~ ifjxf.kr ewY; vkSj lkj.kh ewY; dh rqyuk dj fuHkZj vkSj LorU= pjksa dk fu.kZ; fy;k
x;kA vr% lkj.kh ewY;] ifjxf.kr ewY; ls de gksus dh fLFkfr esa ifjdYiuk vLohdr dh xbZA
X2
(fo - fe)2
fe
d.f. = ( r-1) ( c-1)
d.f. = ( 5-1) ( 3-1) = 8
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 186
ifjdYiuk dk ijh{k.k
lEiw.kZ (Over All)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 192 80 2 80 && 80 194
czk.M
Nfo
128 80 38 80 30 80 196
dher 54 80 110 80 150 80 314
jax 6 80 196 80 136 80 338
[kq'kcw 20 80 54 80 84 80 158
;ksx 400 400 400 1200
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le;
miHkksDrkvksa }kjk lkcqu Ø; djus
dk fu.kZ; fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 307-50
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) :ifjdYiuk vLohdr
(307.50 > 2.733)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 187
ifjdYiuk dk ijh{k.k
vk;q lewg% 18 ls 45 o"kZ
(Age Group: 18-45 years)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 126 48 2 48 && 48 128
czk.M
Nfo
70 48 24 48 22 48 116
dher 28 48 66 48 104 48 198
jax 2 48 114 48 72 48 188
[kq'kcw 14 48 34 48 42 48 90
;ksx 240 240 240 720
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le; 18
ls 45 o"kZ ds vk;q lewg okys
mÙkjnkrkvksa }kjk lkcqu Ø; djus
dk fu.kZ; fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 213-32
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(213.32 > 2.733)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 188
ifjdYiuk dk ijh{k.k
vk;q lewg% 46 ls 70 o"kZ
(Age Group: 46-70 years)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 66 32 && 32 && 32 66
czk.M
Nfo
58 32 14 32 8 32 80
dher 26 32 44 32 46 32 116
jax 4 32 82 32 64 32 150
[kq'kcw 6 32 20 32 42 32 68
;ksx 160 160 160 480
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le; 46
ls 70 o"kZ ds vk;q lewg okys
mÙkjnkrkvksa }kjk lkcqu Ø; djus
ds fu.kZ; ij fopkj fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 103-98
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(103.98 > 2.733)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 189
ifjdYiuk dk ijh{k.k
fyax% iq:"k
(Sex: Male)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 58 36 2 36 && 36 60
czk.M
Nfo
84 36 10 36 10 36 104
dher 22 36 40 36 70 36 132
jax 2 36 106 36 46 36 154
[kq'kcw 14 36 22 36 54 36 90
;ksx 180 180 180 540
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le;
iq:"k mÙkjnkrkvksa }kjk lkcqu Ø;
djus ds fu.kZ; ij fopkj fd;k
tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 128-43
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(128.43 > 2.733)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 190
ifjdYiuk dk ijh{k.k
fyax% L=h
(Sex: Female)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 134 44 && 44 && 44 134
czk.M
Nfo
44 44 28 44 20 44 92
dher 32 44 70 44 80 44 182
jax 4 44 90 44 90 44 184
[kq'kcw 6 44 32 44 30 44 68
;ksx 220 220 220 660
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le; L=h
mÙkjnkrkvksa }kjk lkcqu Ø; djus
ds fu.kZ; ij fopkj fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 256-53
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(256.53 > 2.733)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 191
ifjdYiuk dk ijh{k.k
oSokfgd fLFkfr% vfookfgr
(Marital Status: Unmarried)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 26 18-4 && 18-4 && 18-4 26
czk.M
Nfo
38 18-4 10 18-4 6 18-4 54
dher 22 18-4 10 18-4 30 18-4 62
jax && 18-4 50 18-4 38 18-4 88
[kq'kcw 6 18-4 22 18-4 18 18-4 46
;ksx 92 92 92 276
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le;
vfookfgr mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij fopkj fd;k
tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 51-45
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(51.45 > 2.733)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 192
ifjdYiuk dk ijh{k.k
oSokfgd fLFkfr% fookfgr
(Marital Status: Married)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 166 61-6 2 61-6 && 61-6 168
czk.M
Nfo
90 61-6 28 61-6 24 61-6 142
dher 32 61-6 100 61-6 120 61-6 252
jax 6 61-6 146 61-6 98 61-6 250
[kq'kcw 14 61-6 32 61-6 66 61-6 112
;ksx 308 308 308 924
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le;
fookfgr mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij fopkj fd;k
tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 291-20
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(291.20 > 2.733)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 193
ifjdYiuk dk ijh{k.k
f'k{kk% mPp lSds.Mjh ds uhps
(Education: Below Higher Secondary)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 10 8-8 && 8-8 && 8-8 10
czk.M
Nfo
6 8-8 14 8-8 6 8-8 26
dher 26 8-8 2 8-8 6 8-8 34
jax && 8-8 22 8-8 18 8-8 40
[kq'kcw 2 8-8 6 8-8 14 8-8 22
;ksx 44 44 44 132
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le; mPp
lSds.Mjh ds uhps f'kf{kr
mÙkjnkrkvksa }kjk lkcqu Ø; djus
ds fu.kZ; ij fopkj fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 48-71
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(48.71 > 2.733)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 194
ifjdYiuk dk ijh{k.k
f'k{kk% mPp lSds.Mjh vkSj Lukrd ds uhps
(Education: Between Hr. Secondary to Graduation)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 58 28 2 28 && 28 60
czk.M
Nfo
50 28 10 28 10 28 70
dher 18 28 64 28 26 28 108
jax 4 28 46 28 70 28 120
[kq'kcw 10 28 18 28 34 28 62
;ksx 140 140 140 420
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le; mPp
lSds.Mjh vkSj Lukrd ds uhps
f'kf{kr mÙkjnkrkvksa }kjk lkcqu Ø;
djus ds fu.kZ; ij fopkj fd;k
tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 85-13
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(85.13 > 2.733)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 195
ifjdYiuk dk ijh{k.k
f'k{kk% Lukrd vkSj Åij
(Education: Graduation and Above)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 124 43-2 && 43-2 && 43-2 124
czk.M
Nfo
72 43-2 14 43-2 14 43-2 100
dher 10 43-2 44 43-2 118 43-2 172
jax 2 43-2 128 43-2 48 43-2 178
[kq'kcw 8 43-2 30 43-2 36 43-2 74
;ksx 216 216 216 648
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le;
Lukrd vkSj Åij f'kf{kr
mÙkjnkrkvksa }kjk lkcqu Ø; djus
ds fu.kZ; ij fopkj fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 263-80
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(263.80 > 2.733)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 196
ifjdYiuk dk ijh{k.k
O;olk;% lsok dk;Z
(Occupation: Service)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 110 40-8 2 40-8 && 40-8 112
czk.M
Nfo
42 40-8 36 40-8 22 40-8 100
dher 38 40-8 56 40-8 66 40-8 160
jax 4 40-8 80 40-8 72 40-8 156
[kq'kcw 10 40-8 30 40-8 44 40-8 84
;ksx 204 204 204 612
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le; lsok
dk;Z esa layXu mÙkjnkrkvksa }kjk
lkcqu Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 174-02
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(174.02 > 2.733)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 197
ifjdYiuk dk ijh{k.k
O;olk;% O;kikj
(Occupation: Business)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 36 15-2 && 15-2 && 15-2 36
czk.M
Nfo
26 15-2 2 15-2 2 15-2 30
dher 14 15-2 22 15-2 18 15-2 54
jax && 15-2 38 15-2 34 15-2 72
[kq'kcw && 15-2 14 15-2 22 15-2 36
;ksx 76 76 76 228
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le;
O;kikj esa layXu mÙkjnkrkvksa }kjk
lkcqu Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 66-62
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(66.62 > 2.733)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 198
ifjdYiuk dk ijh{k.k
O;olk;% is'ksoj@ vU; ;k lsokfuor O;fDr
(Occupation: Professional / Other or Retired Persons)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 46 24 && 24 && 24 46
czk.M
Nfo
60 24 && 24 6 24 66
dher 2 24 32 24 66 24 100
jax 2 24 78 24 30 24 110
[kq'kcw 10 24 10 24 18 24 38
;ksx 120 120 120 360
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i
ls egRoiw.kZ gksrs gS ftl le;
is'ksoj@ vU; ;k lsokfuor
mÙkjnkrkvksa }kjk lkcqu Ø; djus
ds fu.kZ; ij fopkj fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 122-64
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(122.64 > 2.733)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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ifjdYiuk dk ijh{k.k
vk;% :i;s 600@& ls :i;s 2600@& izfr eghuk
(Income: Rs. 600/- to Rs. 2600/- P.M)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 22 15-2 2 15-2 && 15-2 24
czk.M
Nfo
10 15-2 14 15-2 10 15-2 34
dher 42 15-2 2 15-2 26 15-2 70
jax && 15-2 48 15-2 14 15-2 62
[kq'kcw 2 15-2 10 15-2 26 15-2 38
;ksx 76 76 76 228
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0): lHkh rRo vFkok dkjd leku :i ls
egRoiw.kZ gksrs gS ftl le; :i;s
600@& ls :i;s 2600@& izfr eghuk
vk; lewg okys mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij fopkj fd;k tkrk
gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 78-72
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(78.72 > 2.733)
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 200
ifjdYiuk dk ijh{k.k
vk;% :i;s 2600@& ls :i;s 4600@& izfr eghuk
(Income: Rs. 2600/- to Rs. 4600/- P.M)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 70 32 && 32 && 32 70
czk.M
Nfo
58 32 10 32 6 32 74
dher 10 32 54 32 50 32 114
jax 4 32 70 32 80 32 154
[kq'kcw 18 32 26 32 24 32 68
;ksx 160 160 160 480
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0) : lHkh rRo vFkok dkjd leku :i ls
egRoiw.kZ gksrs gS ftl le; :i;s
2600@& ls :i;s 4600@& izfr eghuk
vk; lewg okys mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij fopkj fd;k tkrk
gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 111-98
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(111.98 > 2.733)
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
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ifjdYiuk dk ijh{k.k
vk;% :i;s 4600@& vkSj Åij izfr eghuk
(Income: Rs. 4600/- and Above P.M)
egRo ds
Lrj
rRo
vR;f/kd egRoiw.kZ
f0 fe
vR;f/kd egRoghu
f0 fe
u rks egRoiw.kZ@
u gh egRoghu
f0 fe
;ksx
xq.koÙkk 100 32-8 && 32-8 && 32-8 100
czk.M
Nfo
60 32-8 14 32-8 14 32-8 88
dher 2 32-8 54 32-8 74 32-8 130
jax 2 32-8 78 32-8 42 32-8 122
[kq'kcw && 32-8 18 32-8 34 32-8 52
;ksx 164 164 164 492
f0 = observed Frequency (voyksfdr vkofÙk)
fe = expected Frequency (izR;kf'kr vkofÙk)
1- 'kwU; ifjdYiuk (H0): lHkh rRo vFkok dkjd leku :i ls
egRoiw.kZ gksrs gS ftl le; :i;s
4600@& vkSj Åij izfr eghuk vk;
lewg okys mÙkjnkrkvksa }kjk lkcqu Ø;
djus ds fu.kZ; ij fopkj fd;k tkrk gSA
2- LokrU«; dksfV(Degree of Freedom) : 8
3- fo'okL;rk Lrj (Level of confidence) : 0-95
4- ifjxf.kr ewY; (Calculated Value) : 250-86
5- lkj.kh ewY; (Table Value) : 2-733
6- ifj.kke (Result) : ifjdYiuk vLohdr
(250.86 > 2.733)
bl rjg] ;g fu.kZ; fudkyk x;k fd voyksfdr vkSj izR;kf'kr vkofÙk;ksa ds chp varj
vf/kd lkFkZd FkkA blds vykok ifjxf.kr dkbZ oxZ ewY;] lkj.kh ewY; ls vf/kd FkkA iwoZ Li"V gS
fd lHkh lksyg ifjdYiukvksa ds fy, 8 LokrU«;ka'k ls lEcaf/kr lkj.kh ewY; X2 dks ns[kk x;kA
vr% lHkh lksyg ifjdYiukvksa dks vLohd`r fd;k x;kA ;g vkuqHkfod izek.k bl fo'okl dk
leFkZu djrk gS fd lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ ugha gksrs gS ftl le;
miHkksDrkvksa }kjk lkcqu Ø; djus dk fu.kZ; fd;k tkrk gSA
***********
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
Contact Us : [email protected] ; submit paper : [email protected] download full paper : www.arseam.com 202
v/;k;&VI
fu"d"kZ
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v/;k; & VI
fu"d"kZ
(CONCLUSIONS)
vkt ds izfrLi/kkZRed ;qx esa lkcqu dk Ø; fu.kZ; ysuk Hkh ,d dfBu dk;Z gS D;kas fd
orZeku esa cgqr ls ugkus ds lkcqu fuekZ.k dEifu;kas us Lo;a dks LFkkfir dj fy;k gSa vkSj
dbZ cktkj esa vk jgh gSA miHkksDrk nSfud thou esa lkcqu dk Ø; dbZ ckj vFkok ckjEckj
djrk jgrk gS D;ksa fd ;g nSfud miHkksx esa dke vkus okyh oLrq gSA miHkksDrk lkcqu ds
fdlh czk.M ilanxh dk fu.kZ; ysus ls igys vR;f/kd fopkj djrk gSA ;g fu.kZ; ml le;
vf/kd tfVy gks tkrk gS tc fd jk"Vªh; izfr"Bk okys vusd rjg ds lkcqu czk.M cktkj esa
miyC/k gksA izR;sd fuekZrk ;g tkuus dh dksf'k'k djrk gS fd ,d miHkksDrk czk.M ilanxh
dk fu.kZ; dSls ysrk g]S vFkkZr tc miHkksDrk czk.M ilanxh dk fu.kZ; ysrk gS rks dkSu&dkSu
ls rRo vFkok dkjd egRoiw.kZ gksrs gSA izLrqr v/;;u bl fn'kk esa iz;kl gS fd
miHkksDrkvksa }kjk czk.M ilanxh dk fu.kZ; ysrs le; dkSu&dkSu ls fofHkUu rRo vFkok
dkjd egRoiw.kZ gksrs gSA izLrqr v/;;u fuEu iz'uksa ds mÙkj tkuus ds fy, fd;k x;k gS%
(1) D;k lHkh rRo vFkok dkjd leku :Ik ls egRoiw.kZ gksrs gS ftl le;
miHkksDrkvksa }kjk lkcqu Ø; djus dk fu.kZ; fd;k tkrk gS\
(2) D;k miHkksDrk czkaM ilUn O;ogkj dks fofHkUu rRo vFkok dkjd izHkkfor djrs
gS\
(3) D;k lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu
vk;q lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\
(4) D;k lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu
fyax lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\
(5) D;k lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu
oSokfgd&fLFkfr okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\
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(6) D;k lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu
'kS{kf.kd&i"BHkwfe okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\
(7) D;k lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu O;olk;
okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\
(8) D;k lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu vk;
lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\
'kks/kkFkhZ us t;iqj ftys ds fofHkUu thou Lrj okys 400 mÙkjnkrkvksa ls laidZ fd;k
vkSj mudk lk{kkRdkj fy;kA muls oxhZdj.k ?kVdksa (vk;q] fyax] oSokfgd fLFkfr vkfn) dh
lwpuk,¡ izkIr dh xbZ rFkk rkfydk ds iz;ksx ls ik¡p pqus x, rRo vFkok dkjd (xq.koÙkk]
czk.M Nfo] dher] jax] [kq'kcw) dks muds }kjk fn, x, egRo ds Lrj dks 'kkfey fd;k x;k
A 'kks/kkFkhZ uss izfrp;u dh xSj&lEHkkfor fof/k dks iz;ksx esa fy;k rFkk fu;a=.k izfrn'kZu ds
fy, lqfo/kkuqlkj fun'kZu dk p;u fd;kA leadksa ds laxzg ds fy, rhu fcanq vadu ekiØe
dks mi;ksx es ysrs gq, dk;Z fd;kA ^^vR;f/kd egRoiw.kZ vkSj vR;f/kd egRoghu** bu nksuksa
dks Nksj ij ysus ds lkFk&lkFk ,d dsUnzh; ^^u rks egRoiw.kZ vFkok u gh egRoghu** dks chp
esa fy;k x;kA leadkas dks rkfydk ds iz;ksx }kjk izkIr fd;k x;k gSA leadkas ds laxzzg ds
i'pkr~ izR;qÙkjksa ls izeq[k lkj.kh rS;kj dh xbZ] ftls la{ksi esa lkj.kh VI-1 esa iznf'kZr fd;k
x;k gS%
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lkj.kh VI-1
egRo ds lEiw.kZ Lrj
(Overall Level Of Importance)
rRo
egRo ds
Lrj
xq.koÙkk czk.M
Nfo
dher jax [kq'kcw ;ksx
vR;f/kd
egRoiw.kZ
192 (48%)
128 (32%)
54 (13.5%)
6 (1.5%)
20 (5%)
400 (100%)
vR;f/kd
egRoghu
2 (0.5%)
38 (9.5%)
110 (27.5%)
196 (49%)
54 (13.5%)
400 (100%)
u rks
egRoiw.kZ@
u gh
egRoghu
&& 30 (7.5%)
150 (37.5%)
136 (34%)
84 (21%)
400 (100%)
mijksDr lkj.kh ls Li"V gS fd mÙkjnkrkvksa dh vf/kd la[;k us lkcqu dks Ø; djus ls
igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;k gSA ;g bl fo'okl dk
leFkZu djrk gS fd lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; lHkh rRo vFkok dkjd
(xq.koÙkk] czk.M Nfo] dher] jax [kq'kcw) leku :i ls egRoiw.kZ ugha gksrs gSA ;agk dqN vU; rRo Hkh
gSa tks fd vR;f/kd egRoiw.kZ ekus x;s gSA blds vfrfjDr] bl v/;;u ls ftu fu"d"kksZa dks [kkstk
x;k og fuEufyf[kr gS%
(1) mÙkjnkrkvksa dh vf/kd la[;k (48%) us lkcqu Ø; djus ls igys czk.M ilan fu.kZ;
ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA
(2) 18 ls 45 o"kZ vk;q lewg ds mÙkjnkrkvksa dh vf/kd la[;k (52.50%) us lkcqu Ø;
djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA
(3) 46 ls 70 o"kZ vk;q lewg ds mÙkjnkrkvksa dh vf/kd la[;k (41.25%) us
lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku
fn;kA
(4) :fpiw.kZ] iq:"k mÙkjnkrkvksa dh vf/kd la[;k (46.66%) us lkcqu Ø; djus ls igys
czk.M ilan fu.kZ; ds le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;kA
(5) L=h mÙkjnkrkvksa dh vf/kd la[;k (60.90%) us lkcqu Ø; djus ls igys czk.M
ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA
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(6) vfookfgr mÙkjnkrkvksa dh vf/kd la[;k (41.30%) us lkcqu Ø; djus ls igys
czk.M ilan fu.kZ; ds le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;kA
(7) fookfgr mÙkjnkrkvksa dh vf/kd la[;k (53.89%) us lkcqu Ø; djus ls igys czk.M
ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA
(8) fnypLi] mPp lSds.Mjh ds uhps f'kf{kr mÙkjnkrkvksa dh vf/kd la[;k (59.09%) us
lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; dher dks vR;f/kd egRoiw.kZ LFkku fn;kA
(9) mPp lSds.Mjh vkSj Lukrd ds uhps f'kf{kr mÙkjnkrkvksa dh vf/kd la[;k (41.42%)
us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA
(10) Lukrd vkSj Åij f'kf{kr mÙkjnkrkvksa dh vf/kd la[;k (57.40%) us lkcqu Ø;
djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA
(11) lsok esa layXu mÙkjnkrkvksa dh vf/kd la[;k (53.92%) us lkcqu Ø; djus ls
igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA
(12) O;kikj esa layXu mÙkjnkrkvksa dh vf/kd la[;k (47.36%) us lkcqu Ø; djus ls
igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA
(13) is'ksoj@ vU; ;k lsokfuo`r mÙkjnkrkvksa dh vf/kd la[;k (50%) us lkcqu Ø;
djus ls igys czk.M ilan fu.kZ; ds le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;kA
(14) fnypLi] :i;s 600@& ls :i;s 2600@& izfr eghuk vk; okys mÙkjnkrkvksa dh
vf/kd la[;k (55.26%) us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; dher dks
vR;f/kd egRoiw.kZ LFkku fn;kA
(15) :i;s 2600@& ls :i;s 4600@& izfr eghuk okys mÙkjnkrkvksa dh vf/kd la[;k
(43.75%) us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;kA
(16) :i;s 4600@& vkSj Åij izfr eghuk vk; okys mÙkjnkrkvksa dh vf/kd la[;k
(60.97%) us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd
egRoiw.kZ LFkku fn;kA
(17) vk'p;Ztud] lHkh mÙkjnkrk tks fd fofHkUu vk;q] fyax oSokfgd&fLFkfr] f'k{kk]
O;olk; vkSj vk; okys Fks] mUgksauas ,der ls lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le;
jax dks vR;f/kd egRoghu LFkku fn;kA
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lEiw.kZ fu"d"kksZ dh vfHkiqf"V ifjdYiukvksa ds ijh{k.k }kjk izkIr dh xbZ gSA dsUnzh;
ifjdYiuk ^^lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; miHkksDrkvksa }kjk
lkcqu Ø; djus dk fu.kZ; fd;k tkrk gS** ds lkFk&lkFk vusd ifjdYiukvks a dk ijh{k.k
lkaf[;dh; :i ls fd;k x;kA ifjdYiukvksa dh tk¡p ds fy, dkbZ&oxZ (Chi-Square) ijh{k.k
dk iz;ksx fd;k x;k gSA izfrp;u dh i}fr ;|fi mís';iw.kZ ;k lfopkj Fkh] tcfd vU; yksdfiz;
ijh{k.k tSls% izlj.k fo'ys"k.k (ANOVA) ,oa LVwMsUV dk t ijh{k.k dks mi;ksx esa ugha yk;k tk
ldkA dkbZ&oxZ (Chi-Square) ewY; dh x.kuk vxzz lw= ds iz;ksx ls dh xbZ gS%
x2 =
izR;kf'kr vkofÙk dh x.kuk djus ds i'pkr~ vkSj voyksfdr o izR;kf'kr vkofÙk ds chp
vUrj izkIr djus ds ckn dkbZ&oxZ (Chi-Square) ewY; dh x.kuk 95 izfr'kr fo'okL;rk Lrj
ij 8 LokrU«; la[;k ds fy, dh xbZ] rRi'pkr~ x2 dk lkj.kh ewY; ds lkFk vUrj dks ns[kk x;k
rFkk fuEufyf[kr vuqeku fudkys x,%
ifjdYiuk ifjxf.kr ewY; lkj.kh ewY; tk¡p ifj.kke
307-50 2-733 ifjdYiuk
vLohdr
fe
(fo-fe)2
1- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; miHkksDrkvksa }kjk
lkcqu Ø; djus dk fu.kZ;
fd;k tkrk gSA
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213-32 2-733 ifjdYiuk
vLohdr
103-98 2-733 ifjdYiuk
vLohdr
128-43 2-733 ifjdYiuk
vLohdr
256-53 2-733 ifjdYiuk
vLohdr
2- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; 18 ls 45 o"kZ ds
vk;q lewg okys
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
3- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; 46 ls 70 o"kZ
ds vk;q lewg okys
mÙkjnkrkvksa }kjk
lkcqu Ø; djus ds
fu.kZ; ij fopkj
fd;k tkrk gSA
4- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; iq:"k mÙkjnkrkvksa
}kjk lkcqu Ø; djus
ds fu.kZ; ij fopkj
fd;k tkrk gSA
5- lHkh rRo vFkok dkjd
leku :i ls egRoiw.kZ
gksrs gS ftl le; L=h
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
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51-45 2-733 ifjdYiuk
vLohdr
291-20 2-733 ifjdYiuk
vLohdr
48-71 2-733 ifjdYiuk
vLohdr
85-13 2-733 ifjdYiuk
vLohdr
6- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; vfookfgr
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
7- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; fookfgr
mÙkjnkrkvksa }kjk
lkcqu Ø; djus ds
fu.kZ; ij fopkj
fd;k tkrk gSA
8- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; mPp lSds.Mjh ds
uhps f'kf{kr
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
9- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; mPp lSds.Mjh
vkSj Lukrd ds uhps
f'kf{kr mÙkjnkrkvksa }kjk lkcqu Ø; djus
ds fu.kZ; ij fopkj
fd;k tkrk gSA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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263-80 2-733 ifjdYiuk
vLohdr
174-02 2-733 ifjdYiuk
vLohdr
66-62 2-733 ifjdYiuk
vLohdr
122-64 2-733 ifjdYiuk
vLohdr
10- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; Lukrd vkSj
Åij f'kf{kr
mÙkjnkrkvksa }kjk
lkcqu Ø; djus ds
fu.kZ; ij fopkj fd;k tkrk gSA
11- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; lsok dk;Z esa layXu
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
12- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; O;kikj esa layXu
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
13- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; is'ksoj@vU; ;k
lsokfuor mÙkjnkrkvksa
}kjk lkcqu Ø; djus ds
fu.kZ; ij fopkj fd;k
tkrk gSA
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78-72 2-733 ifjdYiuk
vLohdr
111-98 2-733 ifjdYiuk
vLohdr
250-86 2-733 ifjdYiuk
vLohdr
mijksDr ls Li"V gS fd miHkksDrkvksa ds fy, czk.M ilan fu.kZ; ds le; lHkh rRo vFkok
dkjd leku :i ls egRoiw.kZ ugha gksrs gSA ;gk¡ dqN rRo vFkok dkjd ,sls Hkh gS tks fd vR;f/kd
egRoghu ekus x, gSA vr% lkcqu fuekZrkvksa }kjk mRikn dk fuekZ.k vkSj foØ; djrs le; bu ij
Hkh fopkj fd;k tkuk pkfg,A
14- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; :i;s 600@& ls
:i;s 2600@& izfr
eghuk vk; lewg okys
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
16- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; :i;s 4600@&
vkSj Åij izfr eghuk
vk; lewg okys
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij
fopkj fd;k tkrk gSA
15- lHkh rRo vFkok
dkjd leku :i ls
egRoiw.kZ gksrs gS ftl
le; :i;s 2600@& ls
:i;s 4600@& izfr
eghuk vk; lewg okys
mÙkjnkrkvksa }kjk lkcqu
Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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{ks= (SCOPE FOR FURTHER RESEARCH):
oSKkfud vuqla/kku ,d tu&lk/kkj.k }kjk lksps x, dk;Z gS ;|fi ,dy v/;;u O;fDrxr
vuqla/kkudÙkkZ }kjk ckjEckj fd;k tkrk gSA izR;sd v/;;u Hkwrdky ds vuqHkoksa ij vk/kkfjr gksrk gS
vkSj Hkfo"; esa v/;;u ds fy, vk/kkj rS;kj djrk gSA fn, x, v/;;u vkSj vU; v/;;u ds chp
vR;f/kd lEca/k LFkkfir fd, tk ldrs gSA izR;sd vuqla/kku v/;;u fdlh fo'ks"k ifjfLFkfr;ksa dks
/;ku esa j[kdj fd;k tkrk gS blfy, v/;;u ds [kkstksa dk lkekU;hdj.k laHko ugh gS] fQj Hkh
bldk vFkZ ;g ugha gS fd O;fDrxr vUos"k.k de egRoiw.kZ vFkok de lkFkZd gksrs gSA
ifjdYiuk cks/k c<+kus ds mís'; dh izkfIr ds fy, rF;ksa ,ao vuqHko ls ijs iz{ksi.k djus okys
okLrfod ,ao vo/kkj.kkRed rRoksa rFkk muds ikjLifjd lEca/kksa ds fo"k; esa iwoZdYiuk gSA ifjdYiuk
dHkh Hkh fujk/kkj ugha gksrh gS] ;g Li"Vhdj.k dh vko';drk j[kus okys rF;ksa ij vk/kkfjr gksrh
gSA ;fn Li"Vhdj.k ds fy, fd, x, iz;klksa ds nkSjku ,df=r fd, x, rF; ifjdYiuk esa
mfYyf[kr lEca/k dh iqf"V ugha djrs gS rks bldk vFkZ ;g ugha le>k tkuk pkfg, fd lS}kfUrd
ekWMy xyr gS ftlls ifjdYiuk dk fodkl fd;k x;k Fkk rFkk blh izdkj ;s rF; ifjdYiuk esa
mfYyf[kr lEca/k dh iqf"V djrs gS rks Hkh bldk vFkZ ;g ugha le>k tkuk pkfg, fd ml ekWMy
dh iqf"V gks jgh gS ftlls ifjdYiuk fodflr dh xbZ FkhA
ifjdYiuk dk ijh{k.k vuqla/kku dk;Zfof/k ds ekWMy dk yEcs le; rd izfrfuf/kRo djrk gS
D;ksa fd ifjdYiuk fl}kUr ds {ks= esa ik, tkus okys dFku gksrs gS ftUgsa ijh{k.k dh dlkSVh ij
dlk tk ldrk gSA ifjdYiuk lS}kfUrd fopkjksa }kjk lR; eku ysus ;ksX; gksrs gS vkSj ftUgsa
vkuqHkfod leadksa }kjk jí fd;k tk ldrk gSA losZ{k.k vuqla/kku esa ifjdYiuk dk ijh{k.k ,ao Js"B
ewY;ksa dks ekywe fd;k x;kA ;g vko';d ugha fd ,d ek= dk;Zfof/k dks gh iz;ksx esa yk;k tkos]
ftlds cgqr ls dkj.k gS izFke] ;|fi ifjdYiukvksa dks fl}kUrksa ds vk/kkj ij fy;k x;k gS vkSj
mudk leadkas }kjk leFkZu fd;k x;k gS fQj Hkh lead bl fl}kUr dks fl} ugha djrs gS os dsoy
bldk leFkZu djrs gS] tcfd [kkst dh fl}kUrksa ds lkFk ,d:irk cuh jgrh gS ftuls dh
ifjdYiukvksa dks izksRlkgu feyrk gSA f}rh;] ifjdYiukvksa dk ijh{k.k ,dek= oSKkfud dk;Zfof/k
ugh gks ldrh] D;ksa fd ;/kfi ifjdYiukvksa dk iz;ksx lkfcr gks tkrk gSs] rks Hkh dk;Z ;gh lekIr
ugha gks tkrk gSA ;gk¡ ckgjh vfrfjDr pjksa dh mifLFkfr ds dkj.k nks"kiw.kZ lEca/kksa dh vHkh rd
laHkkouk gSA
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izLrqr v/;;u miHkksDrk czkaM ilUn O;ogkj ds {ks= esa ,d egRoiw.kZ L=ksr miyC/k djkrk
gS tks bl fn'kk esa iz;kl gS fd D;k fofHkUu rRo vFkok dkjd miHkksDrk czkaM ilUn O;ogkj
dks izHkkfor djrs gSA izLrqr v/;;u miHkksDrk O;ogkj ds {ks= esa vkxs vuqla/kku v/;;u ds fy,
i"BHkwfe rS;kj djrk gS tks fuEufyf[kr igyqvksa ij vk/kkfjr gS%
(1) D;k miHkksDrk u, mRikn ds ewY;kadu ds le; izR;qÙkj ds Øec} voLFkk ls xqtjrk
gS\
(2) miHkksDrk dh ilan izkFkfedrkvksa esa NksVs&NksVs erHksn fdrus egRoiw.kZ gksrs gS\
(3) D;k O;fDrRo erHksn dk czk.M ilan ds lkFk ijLij lEca/k gksrk gS\
(4) D;k foKkiu ls okLro esa euksofÙk esa ifjorZu vkrk gS\
(5) D;k vuqdwy euksofÙk ds fodkl ls Lo;a gh foØ; ek=k c<+ tkrh gS\
(6) D;k czk.M vkSj mRikn izkFkfedrk,¡ ckY;koLFkk ls gh etcwr gks tkrh gS\
(7) D;k ,d gh czk.M gksuk pkfg, tks fd lHkh lkekftd oxksZ ds fy, gks ;k fofHkUu rjg
ds czk.M fo'ks"k lkekftd oxksaZ ds fy, cuk;s tkus pkfg,\
(8) D;k foi.ku iz;klksa }kjk vukSipkfjd okrkZyki dks c<+kok ns ldrs gS] ftlls fd fo'ks"k
mRiknksa dh vfrfjDr fcØh gks lds\
(9) D;k ,sls foØ;dÙkkZvksa dks fu;qDr fd;k tkuk pkfg, ftldh O;fDrRo fo'ks"krk,¡ muds
miHkksDrkvksa ds leku gks ;k miHkksDrkvksa ls O;fDrRo fHkUurk,¡ gks\
(10) fdl izdkj ls izHkko'kkyh Ø; iszj.kk,¡ mÙksftr dh tk ldrh gS\
(11) dkSu ls rRo] n'kk,¡ vkSj dkj.k miHkksDrkvksa esa fdlh fo'ks"k czk.M ds izfr fu"Bk
mRiUu djrs gS\
(12) mRikn ds izfr miHkksDrk dk joS;k dSlk gS\
(13) orZeku esa czk.M dh fu"Bk dk okLrfod vFkZ D;k gS vkSj bls dSls ekik tk ldrk
gS\
(14) miHkksDrkvksa ds }kjk fdlh czk.M ds miHkksx izkjEHk djus ds D;k dkj.k yxrs gS\
(15) oLrq Ø; ds dkSu&dkSu ls vfHkizsjd gS\
bl rjg] tks fof/k viukbZ xbZ og mu le; vkSj lk/kuksa ij fuHkZj gS tks ,d
vuqla/kkudÙkkZ ls nwljs vuqla/kkudÙkkZ ds fy, fHkUu&fHkUu gks ldrh gSA izLrqr v/;;u egRoiw.kZ
lR; dh [kkst ds fy, ,d L=ksr miyC/k djkrk gSA orZeku ifjizs{; esa ;g v/;;u u dsoy lkcqu
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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fuekZrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g cktkj vuqla/kkudÙkkZvksa ds fy, Hkh ykHkizn gksxkA
cktkj vuqla/kkudÙkkZvksa dks czkaM ilUn ds ckjs esa irk py ldsxk ftlls og vko';d foi.ku
fu.kZ; ys ldsxsaA
***********
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
pp 01- 228 ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98
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ifjf'k"V
(a) lkjka'k
(b) vuqlwph
(c) lanfHkZdk
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu
(t;iqj ds mIkHkksDrkvksa dk v/;;u)**
lkjka'k
(SUMMARY)
orZeku rhoz izfrLi}kZRed ;qx esa izR;sd O;olk;h@ foi.kudÙkkZ ds fy;s egRoiw.kZ ,oa
loksZifj dk;Z gksrk gS xzkgdksa ds ckjs esa iw.kZ tkudkjh izkIr djuk] D;ksafd leLr O;kolkf;d
fØ;kvksa dk dsUnz fcUnq xzkgd gksrk gSA foi.ku vuqla/kkudÙkkZ@ 'kks/kkFkhZ ds fy;s miHkksDrkvksa ds
O;ogkj dk v/;;u foi.ku dh nf"V ls ,oa lkekftd nf"V ls vR;Ur gh egRoiw.kZ dk;Z gSA czkaM
dh ilUn miHkksDrkvksa ds O;ogkj dk ,d egRoiw.kZ vax gS ftlls ge ;g irk yxk ldrs gS fd
cktkj esa miyC/k czk.Mksa esa ls loksZifj dkSu lh gS ,oa D;ksa gS? orZeku le; esa fuekZrkvksa@
mRikndksa ds }kjk fuR; ubZ fofHkUu oLrq,a vusd czk.Mksa ds ek/;e ls miHkksDrk rd igaqpk;h tk jgh
gS] lkcqu Hkh mUgha esa ls ,d gS] ftlds lanHkZ esa vusd dEifu;ksa us Lo;a dks LFkkfir dj fy;k
vkSj dqN izos'k dj jgh gSA vr% 'kks/kkfFkZ;ksa ,oa foi.kudÙkkZvksa ds fy;s ;g ,d vPNk fo"k; gS
ftlesa fujUrj 'kks/k dh vko';drk gSA bUgha lHkh igywvksa dks /;ku esa j[kdj ^^miHkksDrk czkaM
ilUn O;ogkj % ugkus ds lkcqu (t;iqj ds miHkksDrkvksa dk v/;;u)** fo"k; dk p;u 'kks/k ds fy;s
fd;k x;k gSA vuqla/kku ds fy;s izLrqr v/;;u ;g tkuus ds fy;s fd;k x;k gS fd D;k fofHkUu
rRo vFkok dkjd miHkksDrk czkaM ilUn O;ogkj dks izHkkfor djrs gSA vFkkZr~ miHkksDrkvksa }kjk czkaM
ilUnxh dk fu.kZ; ysrs le; dkSu&dkSu ls fofHkUu rRo egRo ds gksrs gSA
^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu (t;iqj ds miHkksDrkvksa dk v/;;u)** fo"k;
ij vuqla/kku & dk;Z djus ds fy, lEiw.kZ v/;;u dks N% v/;k;ksa esa foHkkftr fd;k x;k gS] ftlesa
ifjp;] vuqla/kku dk;Z & fof/k] mÙkjnkrkvksa dh :ijs[kk] izR;qÙkjksa dk fo'ys"k.k] ifjdYiuk dh tk¡p
rFkk fu"d"kZ dks lfEefyr fd;k x;k gSA blds vfrfjDr vUr esa ifjf'k"V dks 'kkfey fd;k x;k gS
ftlesa vuqlwph ,oa lanfHkZdk layXu gSA
izFke v/;k;% ifjp; ls lEcaf/kr gS ftlesa lkcqu czkaM dh i`"BHkwfe] Ø;&izfØ;k] O;olk;
,oa miHkksDrk ojh;rk] Ø;&izsj.kk;sa] Ø; O;ogkj dks izHkkfor djus okys ?kVd] Ø; rjhdk] czkaM
International Journal of Marketing & Financial Management, Volume 3, special Issue Oct-2015,
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ilUn ,oa miHkksDrk O;ogkj] Øsrk O;ogkj ds fl}kUr] fu.kZ;ksaijkUr fookn rFkk Hkkjrh; lanHkZ esa
miHkksDrk Ø; O;ogkj vkfn dk lekos'k fd;k x;k gSA v/;k; ds vUr esa ewY;kadu ds fy,
vko';drk dks crk;k x;k gSA vUr esa lanHkZ lwph izLrqr dh xbZ gSA
f}rh; v/;k;% vuqla/kku dk;Z&fof/k ls lEcaf/kr gS] ftlesa lEiw.kZ vuqla/kku dk;Z&fof/k dks
ekSVs&rkSj ij nks Hkkxksa esa ckaVk x;k gS%
izFke] lEiw.kZ vuqla/kku ifj;kstuk ds fy, izkjfEHkd vuqla/kku] ftlds vUrxZr lkekU;
vUos"k.kkRed dk;Z ,oa v/;;u {ks= ls lEcaf/kr O;fDr;ksa ds lkFk izkjfEHkd lk{kkRdkj dk lekos'k
fd;k x;k gSA f}rh;] ifj;kstuk dk vfUre fu;kstu vkSj dk;kZUo;u ls lEcaf/kr gS ftlds
vUrxZr ifjdYiuk dk fuekZ.k] iz'uksa dh Øec}rk dk fooj.k] leadkas dk ladyu djus ds fy,
rkfydk dh rS;kjh vkSj iwoZ&ijh{k.k] izfrn'kZ izjpuk] leadksa dk ladyu] leadksa dk lkj.kh;u]
ekiØe] ifjdYiuk dh tk¡p] vuqla/kku izfrosnu dh rS;kjh rFkk v/;;u dh lhek,¡ vkfn dk
lekos'k fd;k x;k gSA v/;k; ds vUr esa lanHkZ lwph izLrqr dh xbZ gSA
rrh; v/;k;% mÙkjnkrkvksa dh :ijs[kk ls lEcaf/kr gS ftlesa fofHkUu lewg okys miHkksDrkvksa
dks 'kkfey djrs gq, mUgsa vk;q] fyax] oSokfgd &fLFkfr] f'k{kk] O;olk; rFkk vk; ds vk/kkj ij
oxhZdr fd;k x;k gSA bl v/;k; esa mu miHkksDrkvksa dh :ijs[kk izLrqr dh xbZ gS ftudk
lk{kkRdkj fd;k x;k gSA izLrqr v/;k; esa czkaM dh :ijs[kk dk Hkh lekos'k fd;k x;k gS ftlds
vUrxZr v/;;u ls lEcaf/kr pqus x, mÙkjnkrkvksa ds ikl tks lkcqu czkaM miyC/k gS mldks izLrqr
fd;k x;k gSA
prqFkZ v/;k;% izR;qÙkjksa dk fo'ys"k.k ls lEcaf/kr gS ftlds vUrxZr v/;;u {ks= esa lfEefyr
t;iqj ds miHkksDrkvksa }kjk tks mÙkj izkIr gq, mudk fo'ys"k.k dj mUgsa izfr'kr ds vk/kkj ij O;Dr
fd;k x;k gS] tks rrh; v/;k; esa 'kkfey fd, tkus okys oxhZd`r miHkkssDrkvksa ls lEcaf/kr gSA
mijksDr izR;qÙkj lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu rRo@ dkjd dks fn, tkus okys
egRo ds Lrj ls lEcaf/kr gSA
iape v/;k;% ifjdYiuk dh tk¡p ls lEcaf/kr gS ftlesa bl lR;rk dks tk¡pk x;k gS fd
ftl ifjdYiuk dks vk/kkj ekudj vuqla/kku dk;Z fd;k x;k gS og lgh gS vFkok ughaA bl gsrq
lkaf[;dh; ijh{k.k fy, x, gSA lHkh lksyg ifjdYiukvksa ftlesa dsUnzh; ,oa oxhZdr ?kVdksa ij
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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vk/kkfjr ifjdYiuk lfEefyr gS] dks dkbZ&oxZ (Chi-Square) ijh{k.k }kjk vLohdr fd;k x;k
gSA
"k"Be v/;k;% v/;;u ds fu"d"kZ ls lEcaf/kr gS ftlesa iape v/;k; esa lkaf[;dh ijh{k.k
}kjk ftu ifjdYiukvksa dks vLohd`r fd;k x;k gS] muls lEcaf/kr fu"d"kZ dks izLrqr fd;k x;k gSA
v/;k; ds vUr esa vuqla/kku ds fy, {ks= dk lekos'k fd;k x;k gS tks Hkfo"; ds fy, vk/kkj rS;kj
djus esa egRoiw.kZ Hkwfedk fuHkk;sxkA
lEiw.kZ v/;k; ds vUr esa ifjf'k"V dks lfEefyr fd;k x;k gS ftlds vUrxZr lkjka'k,
vuqlwph ,oa lanfHkZdk lfEefyr gSA
^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu (t;iqj ds miHkksDrkvksa dk v/;;u)** fo"k;
ds vuqla/kku gsrq izkFkfed leadksa dks lfEefyr fd;k x;k gSA izkFkfed leadksa@lwpukvksa ds laxzg.k
gsrq fofHkUu jhfr;ksa tSls losZ{k.k fof/k] voyksdu fof/k] iz;ksxkRed fof/k rFkk iSuy fof/k;ksa vkfn esa
ls losZ{k.k fof/k dks 'kkfey fd;k x;k gSA losZ{k.k i}fr esa leadksa dk ladyu lk{kkRdkj i}fr ls
fd;k x;k gSA vr% miHkksDrkvksa ds lk{kkRdkj ds fy, rkfydk (Schedule) dk iz;ksx fd;k x;k
gSA izfrp;u dh xSj lEHkkfor fof/k dks iz;ksx esa ysrs gq, fu;a=.k izfrn'kZu ds fy, lqfo/kkuqlkj
fun'kZu dk p;u fd;k x;k gSA
izR;sd v/;;u vFkok vuqla/kku ifjdYiukvksa ij vk/kkfjr gksrk gSA fcuk ifjdYiuk ds
vuqla/kku dk;Z O;FkZ gksrk gSA izLrqr vuqla/kku v/;;u ds fy, ifjdYiukvksa dks nks Lrjksa ij cuk;k
x;k gS% izFke ,d dsUnzh; ifjdYiuk cukbZ xbZ fd lHkh dkjd vFkok rRo (xq.koÙkk] czk.M Nfo]
dher vkfn)leku :i ls egRoiw.kZ gksrs gS] ftl le; miHkksDrkvksa }kjk lkcqu Ø; djus dk
fu.kZ; fd;k tkrk gSA f}rh; Lrj dh ifjdYiuk dk fu:i.k oxhZdr ?kVdksa ds vk/kkj ij fd;k
x;k gS fd lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fHkUu & fHkUu lewg
okys miHkksDrk (vk;q] fyax] oSokfgd & fLFkfr] f'k{kk] O;olk; rFkk vk; ds vk/kkj ij oxhZdr)
lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gSaA lkaf[;dh ijh{k.k }kjk ifdYiukvksa dks Lohdr vFkok
vLohdr fd;k x;k gS] bl gsrq dkbZ&oxZ (Chi-Square) ijh{k.k dks iz;ksx esa fy;k x;k gSA
vuqla/kku ds nkSjku vusd dfBukbZ;ksa dk vkuk LokHkkfod gS] ftuds vius dqN dkj.k lnSo gksrs gS
fQj Hkh iz;kl ,oa ifjdYiuk vk/kkfjr rF;ksa dh tk¡p dj mUgs izLrqr fd;k x;k gSA bl rjg ls
tks izfØ;k viukbZ xbZ og ml le; vkSj lk/kuksa ij fuHkZj djsxh tks ,d vuqla/kkudÙkkZ ls nwljs
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vuqla/kkudÙkkZ ds fy, vyx&vyx gks ldrh gSA orZeku ifjizs{; esa ;g v/;;u u dsoy lkcqu
dEiuh ds fuekZrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g cktkj vuqla/kkdÙkkZvksa vkSj forjdksa ds
fy, Hkh ykHkizn gksxkA cktkj vuqla/kkudÙkkZvksa dks miHkksDrk dh czkaM ilUn ds ckjs esa irk py
ldsxk] ftlls og vko';d] foi.ku fu.kZ; ys ldsaxsA miHkksDrkvksa dh ilanxh fu.kZ; dks izHkkfor
djus okys rRo vFkok dkjd ds ckjs esa irk py ldsxkA vr% vuqla/kku ds fy, izLrqr v/;;u
foi.ku ds {ks= esa egRoiw.kZ lR; dh [kkst ds fy, L=ksr miyC/k djok;sxkA
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vuqlwph
(SCHEDULE)
(1) dIk;k laxr [kkus esa () fu'kku yxk,a%
(1) vk;q%
(i) 18 o"kZ ls 45 o"kZ ( )
(ii) 46 o"kZ ls 70 o"kZ ( )
(2) fyax%
(i) iq:"k ( )
(ii) L=h ( )
(3) oSokfgd fLFkfr%
(i) vfookfgr ( )
(ii) fookfgr ( )
(4) f'k{kk%
(i) mPp lSds.Mjh ds uhps ( )
(ii) mPp lSds.Mjh ls Lukrd ds uhps( )
(iii) Lukrd vkSj Åij ( )
(5) O;olk;
(i) lsok dk;Z ( )
(ii) O;kikj ( )
(iii) is'ksoj@vU; ;k lsokfuor O;fDr( )
(6) vk;
(i) :Ik;s 600@& ls :Ik;s 2600@& izfr
eghuk ( )
(ii) :Ik;s 2600@& ls :Ik;s 4600@& izfr
eghuk ( )
(iii) :Ik;s 4600@& vkSj Åij izfr
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eghuk ( )
(2) uhps fn;s x;s fofHkUu rRoksa esa dkSu&ls rRo dks vki ^^vR;f/kd egRoiw.kZ**
vkSj ^^vR;f/kd egRoghu** vkSj ^^u rks egRoiw.kZ@ u gh egRoghu** LFkku
nsrs gS] ftl le; vki ugkus dh lkcqu dks ilan dj jgs gksrs gS ?
(i) xq.koÙkk -------------------------------------
(ii) czk.M Nfo -------------------------------------
(iii) dher -------------------------------------
(iv) jax -------------------------------------
(v) [kq'kcw -------------------------------------
(3) D;k vkids ikl ugkus dk lkcqu gS ? gk¡ @ ugha
dkSu & lk czk.M ? ---------
dkSu & lk jax ? ---------
***********
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BIBLIOGRAPHY
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Robert, B. Woodruff
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Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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massachussests; Addition
Wesley Publishing Company,
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44. Mishra, M.N. : Marketing Management in
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Social Sciences, New Delhi: Chaitanya
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JOURNALS
1. Journal of Marketing
2. Indian Journal of Marketing
3. Journal of Advertising Research
4. Journal of Consumer Studies and Home Economics
5. Journal of Consumer Affairs
6. Journal of Consumer Research
NEWSPAPERS & MAGAZINES
1. Rajasthan Patrika, Jaipur
2. Dainik Bhaskar, Jaipur
3. Dainik NavJyoti, Jaipur
4. The Economic Times, New Delhi
5. The statesman, New Delhi
6. The Hindustan Times, New Delhi
7. Advertising & Marketing, Bombay
***********
Dr. Manoj Sharma / Ph.D. research thesis commerce (2003)
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Dr.Manoj Kumar Sharma
ASSISTANT PROFESSOR
S.P.U.[PG]COLLEGE
FALNA [PALI]
Name : Dr.Manoj Kumar Sharma
Date of birth & Place : 03-oct. & Ajmer
Edu. Qualification : M.Com.(Bus. Admn.), (EAFM), (ABST), M.Phil.,
Ph.D.(Bus.Admn.), PG Diploma in HRM,
M.A.(Sociology), (Philosophy), (Pub.Admn.), B.Ed
Doing D.Lit. (Commerce) From South Affrica
Teaching College :* Sri Dungargarh College (Bikaner).
* S.S.B. PG College (Jaipur).
* Smt. S.D.M. PG Girl’s College, Bhilwara.
* B.M.K. PG College, Bhiwadi (Alwar).
* S.P.U. PG College, Falna (Pali).
Achievement :* University Gold Medalist Award by
Persident of India (Smt. Partibha Patil).
* Paper Presented in the International & National
Conference Sponsored by UGC,New Delhi.
* Article Published in the International & National
Journals & Books.
* Membership of ICA (Reg. No.-206)
* Membership of Research Journal of Management
(REG.NO:6433XVI ENG)
* Research Supervisor & Guide (Ph.D.&.M.Phil.) in Many
University
Other Published Books :* BUS. REG. FRAME WORK
*BUS. LAW
*PRINCIPLES OF MODERN MANAGEMENT
*CONSUMER BEHAVIOUR
* CONSUMER RESEARCH *MANAGEMENT CONCEPTS
*VYAVSHAYIK VINIYMAN KI ROOPREKHA
*MODERN BUSINESS LAW
* CONSUMER SURVEY
***********