Recent Research Trends in Business Administration

Recent Research
Trend in
Business Administration
Dr. C. Samudhra Rajakumar

Dr. M. Ramesh
Dr. C. Kathiravan
Dr. Rincy V. Mathew
Recent Research Trends in
India | UAE | Nigeria | Uzbekistan | Montenegro

Recent Research Trends in
Edited By:
Dr. C. Samudhra Rajakumar
Dr. M. Ramesh
Dr. C. Kathiravan
Dr. Rincy V. Mathew
Copyright 2019 by Dr. C. Samudhra Rajakumar, Dr. M. Ramesh, Dr. C. Kathiravan,
Dr. Rincy V. Mathew
First Impression: 2019
Recent Research Trends in Business Administration
ISBN : 978-81-939070-7-8
Rs. 650/-
No part of the book may be printed, copied, stored, retrieved, duplicated and reproduced in any
form without the written permission of the author/publisher.
DISCLAIMER
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has been obtained by the author(s) from sources believed to be reliable and are correct to the best of
his/her knowledge. The author(s) are solely responsible for the contents of the articles compiled in
this book. Responsibility of authenticity of the work or the concepts / views presented by the author
through this book shall lie with the author. The publisher or editors do not take any responsibility
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communicate such error to the Editors to avoid discrepancies in future.
Published by:
Empyreal Publishing House
Guwahati, Assam, India
Forward from the Vice Chancellor
Prologue
High quality research is not only an integral part of the academic pursuits but it is the key
element that drives all activities. Knowledge creation, coming out with innovative ideas, providing a
scholarly eco-system and disseminating research findings are vital for the nation’s growth. There are
three fundamental aspects of research that every organisation strives for: Research should be
innovative, impactful and socially relevant. While innovative and impactful research has long been
recognized and rewarded, we share a world that is increasingly polarized between the haves and the
have not. Unless research is meaningful and socially relevant, the fruits of these endeavours would not
be widely shared. Given a globalized world, producing high-quality research output would be a joint
endeavour leveraging international partners. Globalization as a complex process influences the whole
structure of the world economy immensely. On the one hand, interconnections between individuals,
institutions, and states significantly increase, bringing gross growth and prosperity to different human
communities and societies. On the other hand, our modern world has turned into the world of constant
changes, adjustments, and contradictions, depending on ever changing demands of the market
economy system. Besides, we all encounter multi-level obstacles – individual and public – on our way
to successful cross-border cooperation. Those challenges make us seek for new ways of efficiency
increase and cooperation among organizations and their activities, new methods of management,
manoeuvring within the terms of tense competition both on local and international levels. The book
on Recent Research trends in management , social science and Business Administration has been a
vehicle for communicating past and current research activities to our , students, entrepreneurs and
scholars in the world . This book includes research papers, and conceptual papers related to
management and social science. Our research community addresses in this book a variety of exciting
problems, different from what has been done before and offers counter-intuitive insights that will
challenge established viewpoints. Not only does our research make significant advancements to
existing body of knowledge but also enriches the classroom experiences. We would like to thank the
Management Research Forum and all faculty members of Department of Business Administration for
a great year in terms of both good quality and output of research.
V
Acknowledgement
We feel honoured for having had opportunity to bring out this edited volume on Recent Research
Trends in Management, Social science and Business Administration”. First we express our sincere
gratitude towards authorities of Annamalai University for giving permission to publish this book and
encouragement in this endeavour. We are extremely grateful to our honorable vice chancellor
Prof. Murugesan Velayutham, the distinguished registrar Prof. Dr. M.Ravichandran and Tthe
esteemed Dean, Faculty of Arts Prof.Dr.E.Selvarajan for their timely help. We are deeply indebted to
all the faculty members, research scholars of Department of Business Administration Annamalai
University for their constant encouragement for the successful completion of this work. Our sincere
thanks are also due to the Emperial International publishers for the neat execution of this work.
Finally, we again thank all those who directly or indirectly helped us in this endeavour.
Editors
VI
About Editor(s)
Dr. C. Samudhra Rajakumar, B.E., M.B.A.,Ph.D , is currently working as
a Professor and Head ,Department of Business Administration, Annamalai
University, Tamilnadu, India. He has more than 32 years of teaching and
research experience. He has published more than 399 articles in National
and International Journals and more than 30 books in his credit and also
organised many national and international conferences, seminars and
workshops. He is a recipient of many prestigious awards and fellowships
and has visited many countries in connection with academic research and
training purposes. He is also heading of many professional and academic
bodies and also a member of editorial boards of national and International
Journals. His field of specialization is Marketing.
Dr. M. Ramesh, M. Com., M.B.A., PGDCA., M.C.A., Ph.D , is currently

working as a Professor, Department of Business Administration, Annamalai
University, Tamilnadu, India. He has more than 20 years of teaching
experience at PG level and more than 18 years of Experience in Research.
He has published more than 98 articles in National and International
Journals and more than 10 books in his credit and also attended many
national and international conferences, seminars and workshops. He is a
member of many professional and academic bodies and also member of
editorial boards of national and International Journals. His field of
specialization is Finance.
Dr. C. Kathiravan, M.B.A., Ph.D, is currently working as a Assistant

Professor, Department of Business Administration, Annamalai University,
Tamilnadu, India. He has more than 15 years of teaching experience at PG
level and more than 12 years of Experience in Research. He has published
more than 80 articles in National and International Journals and more than 2
books in his credit and also attended many national and international
conferences, seminars and workshops. He is a member of many professional
bodies and also a member of reviewer panels of national and International
Journals. His field of specialization is Marketing, E-commerce & Strategic
Management and the main area of research interest is Competitive
Advantage, Digital Marketing, Social Media Marketing etc.
Dr. Rincy V. Mathew, M.B.E., M.B.A., Ph.D, is currently working as a

Assistant Professor, Department of Business Administration, Annamalai
University, Tamilnadu, India. She has more than 14 years of teaching
experience at PG level and more than 12 years of Experience in Research.
She has published more than 40 articles in National and International
Journals and 4 books in her credit and also attended many national and
international conferences, seminars and workshops. She is a member of
many professional bodies and also a member of reviewer and editorial
panels of national and International Journals. Her field of specialization is
Human Resource Management.
VII
Executive Members
Full Time Doctorial Research Scholars of
Management Research Forum
Ms.D.Vishnu priya
Mr.Ramachandran
Mr.A.Kumaran
Ms.R.Gayathri Chithra
Ms S. Revathy
VIII
Table of Contents
Prologue V
Acknowledgement VI
About Editor(s) VII - VIII
Table of Contents IX - XI
PERFORMANCE INDICATORS OF RURAL WOMEN ENTREPRENEURS IN WOMEN 1–6

EMPOWERMENT- A STUDY WITH REFERENCE TO THE SIZE OF ENTERPRISE
Jayalakshmy and Dr. Panchanatham
E-BANKING AND CUSTOMER SATISFACTION IN SELECT PUBLIC SECTOR BANKS IN 7–9

INDIA – A STUDY
V. Krishanpriya and Dr. G. Udayasuriyan
EMPLOYEE ATTRITION IN NON BANKING FINANCIAL COMPANIES 10 – 16
R. S. Sureshkar and Dr. M. Ramesh
RELATIONSHIP BETWEEN EMOTIONAL INTELLIGENCE AND QUALITY OF SERVICE 17 – 25

AMONG THE HEALTHCARE PROFESSIONALS
R. Vignesh and Dr. A. A. Ananth
OCCUPATIONAL HEALTH HAZARDS AND SAFETY IN CHEMICAL INDUSTRY: A REVIEW 26 – 29
S. Revathi and Dr. K. Rajeshkumar
A STUDY ON THE EFFECTIVENESS OF TRAINING WITH SPECIAL REFERNCE TO 30 – 34

FORTUNE ELASTOMERS Pvt. Ltd., CALICUT
S. V. Sreedevi and Dr. K. Tamizhjyothi
FARMERS PERCEPTIONS ON REPAYMENT OF LOAN IN INTUITIONAL BANKS: A 35 – 36

LITERATURE REVIEW
P. Ramachandran, Dr. S. Pandian and Dr. R. G. Raj
DRIVERS PERCEPTION TOWARD ENGAGEMENT IN VILLUPURAM DIVISION AT 37 – 39

TAMILNADU
G. Santhana Lakshmi and Dr. D. Senthil
OPERATIONS MANAGEMENT 40 – 41
A. Latha, Dr. A. Balamurugan and Dr. P. Thirumoorthi
RELATIONSHIP AMONG OCCUPATION AND SUSTAINABLE COMPETITIVE POSITIONAL 42 – 46

ADVANTAGES OF NATIONAL DAILIES
Dr. C. Kathiravan
IX
PERFORMANCE APPRAISAL OF SELECT FOREIGN BANKS IN INDIA THROUGH CAMEL 47 – 52
APPROACH
Aakash Kumar and Dr. G.Vasanthi
A STUDY ON HEALTH FITNESS INFLUENCING WOMEN EMPLOYEES PERFORMANCE 53 – 56
E. Chandramouli and Dr C. Kathiravan
SELECTION OF PROFITABLE AND VIABLE CHANNEL OF DISTRIBUTION FOR SIDDHA 57 – 60

MEDICINE
N. Lavanya and Dr. K. Gomathi Shankar
INFLUENCE OF DIGITAL MARKETING OVER BUYING BEHAVIOR WITH REFERENCE TO 61 – 63

GENERATION Z CONSUMERS IN NORTH BANGALORE
Madhusudhan B. Joshi, Dr. S. Jambulingam and Dr. P. Sudarkodi
EMPOWERMENT OF WOMEN IN INDIA - A CRITICAL REVIEW 64 – 67
Dr. Rincy V. Mathew
INVESTORS' ATTITUDE TOWARDS REGISTERED CHIT FUNDS IN URBAN AREA: A 68 – 69

LITERATURE REVIEW
P. Vijayalakshmi and Dr. P. Jayakumar
A GENERAL STUDY OF ON STREET PARKING MANAGEMENT PLAN AND ITS PROBLEM 70 – 78

ANALYSIS FOR BENGALURU CITY, KARNATAKA, INDIA
Raghavendra R and Dr. Kamraj
INFLUENCING FACTORS OF ORGANIZATIONAL HEALTH ON ORGANIZATIONAL 79 – 83

EXCELLENCE AND HRM IN PRIVATE SECTOR
A. Divya and Dr. G. Udayasuriyan
IDENTIFYING THE ROLE OF BREATHING EXERCISES INFLUENCE JOB PERFORMANCE 84 – 86

AMONG EXECUTIVES
E. Chandramouli and Dr C. Kathiravan
SELF HELP GROUP PRODUCTS AND THEIR MARKETING PROBLEM INVILLUPURAM 87 – 89
M. Sundarrajan and Dr. V. Sitharathasankar

PULLULATING & IRREPARABLE HARM OF STRESS AMONG STUDENTS 90 – 93
Prem Knowles S and Dr. Mohan Kumar
INFLUENCERS OF DIFFERENTLY ABLED EMPLOYEES’ EMPOWERMENT IN 94 – 100

CUDDALORE DISTRICT
S. P. Vasanth and Dr. G. Udayasuriya
HRD PRACTICES IN TAMILNADU STATE TRANSPORT CORPORATION WITH 101 – 104

REFERENCE TO CHIDAMBARAM DIVISION
Dr. N. Sulaiman
X
A STUDY ON THE USAGE OF VARIOUS MULTIMEDIA SOFTWARE BY A GROUP OF FILM 105 – 108
DIRECTORS
Dr. V. Sithartha Sankar
A STUDY ON FACTORS INFLUENCING CONSUMER PERCEPTION WITH SPECIAL 109 – 112

REFERENCE TO AAVIN PRODUCTS
R. Tamilselvi and Dr. K. Sujatha
WORK LIFE BALANCE OF RURAL WOMEN : CAUSES AND CHALLENGES 113 – 115
Reshmi V C and Dr. Rincy V Mathew
CAUSE RELATED MARKETING: AN OVERVIEW 116 – 119
Dr. R. Kanthiah Alias Deepak and Dr. C. Kathiravan
RECENT INNOVATIVE INVESTMENT TREND ON MUTUAL FUND 2018 120 – 123
Dr. A. Muthukrishnan
ENTREPRENEURSHIP DEVELOPMENT THROUGH RURAL SELF EMPLOYMENT 124 – 129

TRAINING INSTITUTE (RSETI) IN THOOTHUKUDI DISTRICT
Dr. D. Senthil Kumar and S K Niamathulla
A STUDY ON WORK LIFE BALANCE OF FEMALE EMPLOYEES IN HOSPITALS AT 130 – 134

CHENNAI
Dr. C. Kathiravan
XI
Recent Research Trend in Business Administration
PERFORMANCE INDICATORS OF RURAL WOMEN ENTREPRENEURS IN WOMEN
EMPOWERMENT- A STUDY WITH REFERENCE TO THE SIZE OF ENTERPRISE
Jayalakshmy1 and Dr. Panchanatham2

Research Scholar and Professor2, Department of Business Administration, Annamalai University
1
INTRODUCTION
Women form an important part of the labour force and the economic role played by them cannot be isolated
from the framework of development. The role and degree of integration of women in economic development
is an indicator of economic independence and higher social status of women. Emergence of entrepreneurship
is considered to be closely linked with social, cultural, religious and psychological variables. These changes
seem to have become acceptable norms in the context of women at work in India today, with increasing
number of women participation in economic development.Rural entrepreneurship means establishing
industrial units in the rural areas. It is an effective means of accelerating the process of rural development. In
future, the inbuilt strength of the Self-Help Groups will pave the way to undertake mega projects, like
projects performed by joint stock companies, public sector enterprise and the like the SHGs have power to
create a socio-economic revolution in the rural areas India. To achieve this in practical field the conversion
of consumption based self-help groups into entrepreneurship-oriented self-help groups led to employment
generation and empowerment of women (Chiranjeevulu, 2003).
Women Entrepreneurship in India is a recent phenomenon, which has come on the scene in the seventies but
became more prominent in the eighties, especially in the latter half of the decade. In the eighties, the gender
and development approach (GAD) influenced by social feminism, post modern and post colonial theorists,
look into account the totality of women’s lives, rejecting the public/ private dichotomy which serves to
devaluate the work of women at home. Focus on perspectives on development makes women the ‘subjects’
rather than ‘objects’ of development, change agents rather than welfare recipients. The GAD approach is to
move women from the margin to the centre (Hooks 1984) by women gaining a sense of control over their
lives (empowerment).
LITERATURE REVIEW
The early researches on entrepreneurship was carried out by McClelland (1969 and revealed that individuals
with personality characteristics, which are indicative of high need for achievement are likely to behave
entrepreneurially. He regarded the following as distinctive characteristics of high, need achievement (i) a
performance for moderate risks and a propensity to work harder in such situation (ii) a belief that one’s
personal efforts will be influential in the attainment of some goal and pleasure derived from this belief. (iii)
A tendency to perceive the probability of success in attaining a goal as being relatively high, (iv) a need for
feedback regarding success or failure of one’s efforts (v) the capacity to plan ahead and to be particularly
aware of the passage of time and (vi) interest in excellence for its own sake.
The study by Collins and Moore (1964) after interviewing 150 small business entrepreneurs at Michigan
reported that (a) most of the entrepreneurs were orphans or half orphans (b) entrepreneurs lack social
mobility drives. They have no attraction towards posts of authority and rewards associated with power and
status (c) they indulge in punishing pursuits of task and choice fatigue, when one job is done, they like
another to conquer. (d) They lack problem resolution (e) they categorize subordinates as either good or bold
(f) they rebel against peers and parents, generally strained with partners but good with those outside the
business (g) they are independent and (h) they don’t like authorities above them.
The studies focusing on personality characteristics of entrepreneurs found that older entrepreneurs take no
risk option more frequently than the younger entrepreneurs. The fear of failure hinders their decision to take
risks (Winich (Cited by Dhillon, 1993). Hornaday and Abond (1971) analyzed a number of characteristics
such as achievement, autonomy, aggression, support, conformity, recognition, independence, benevolence
and leadership which were felt to be significantly associated with entrepreneurs. The research found that out
of these characteristics, need for achievement, support, independence and leadership emerged as most
significant.
1
The study by Decarlo and Lyons (1979) on the personality characteristics of minority and non-minority
female entrepreneurs revealed that both minority and non-minority entrepreneurs differed significantly from
those women who were not entrepreneur on tests measuring achievement, autonomy, aggression, conformity,
independence benevolence and leadership. Differences were also obtained between minority and non-
minority women entrepreneurs with minority entrepreneurs reporting that they started their business at a later
age than non-minority women entrepreneurs. The non minority entrepreneurs scored higher on ratings of
need for achievement and independence. The minority women entrepreneurs placed greater value on
conformity and benevolence.
Mc Irish (1982) (cited by Churchill, N.C. 1987) g model and locus of control (LOC). He reviewed research
relating LOC, to decision making and LOC (as measured by Rolters Internal – External locus of Control
scale) to portfolio risk. LOC and portfolio risk were examined in combination with sex, marital status, age,
educational level, asset level and number of value of common stock held. The LOC and portfolio risk
relationship were also considered. The distribution of both LOC scores and portfolio risk scores were
positively skewed. There was a positive relationship between portfolio risk and the standard deviation of
portfolio risk of the securities in the portfolio. Age, assets and values of common stocks held were also
significant determinant of risk level.
The study by Sectan and Kent (1981) (cited in Bhanushali, S.G. (2007) revealed the younger female
entrepreneurs were better educated and placed slightly higher emphasis on profession than their families.
They also compared characteristics of female entrepreneurs and executives revealed that female
entrepreneurs were only slightly less educated than female executives. The executives view their ability to
work with people as the greatest factor in success, while entrepreneurs viewed hard work and persistence as
more important. Entrepreneurs tend to follow their fathers who are engaged in business although they do not
acknowledge their fathers as role models. Female executives do not follow in their father’s footsteps. The
executives were older and showed more job stability than entrepreneurs. The characteristics of female
entrepreneurs are different from female executives.
Cromie and Johns (1983) measured psychological and entrepreneurial characteristics. The study indicates
that new aspiring entrepreneurs possessed unique personal characteristics. But that after some years of
managing one’s own business, entrepreneurial qualities diminish and established entrepreneurs begin to
resemble career executives. The studyconcluded that the skills necessary to enter the growth and
development of an enterprise may be different from those required to conceive and launch a business.
RURAL WOMEN ENTREPRENEURSHIP - PERFORMANCE INDICATORS
Based on the focus group discussion conducted with the twenty rural women entrepreneurs the following
factors were identified as the performance indicators of the rural women entrepreneur.
 Risk Factor
 Diversification
 Training
 Innovativeness
SAMPLING FRAME WORK
In the analysis the samples were selected from all the fourteen districts of the Kerala state. For such type of
analysis the techniques of sampling is essential. In this analysis the samples were selected on the basis of
quota sampling method. This particular sampling procedure does not afford any basis for estimating each
item in the population has of being included in the sample. More specifically the principles of quota
sampling were selected for this analysis.
ANALYSIS AND INTERPRETATION
Analysis of rural women entrepreneurs’ performance with regard to the turnover of business against
product innovation
The categorical variable performance of rural women with regard to turn over of business was tabulated
against the product innovation and was tested using Kendal’s tau-b for significance and the effect size using
Pearson’s R.
2
Cross tabulation on turnover of business vs. product innovation
Product Innovation
Never Rarely Sometimes Frequently Always Total
Performance Less than 1 crore 4 10 37 3 9 63
of rural 1 to 5 crores 5 12 63 13 13 106
women
5 to 10 crores 3 7 18 1 2 31
entrepreneur
with respect above 10 crores 0 2 5 1 2 10
to turn over Total
12 31 123 18 26 210
of business
The above table shows that majority of the rural women entrepreneur’s enterprises innovate sometimes and
the up to 5 crores business does it sometimes.
Symmetric Measures
Value Asymp. Std. Errora Approx. Tb Approx. Sig.
Ordinal by Ordinal Kendall's tau-b -.027 .063 -.437 .662
Spearman Correlation -.031 .071 -.443 .659c
Interval by Interval Pearson's R -.025 .071 -.366 .715c
N of Valid Cases 210
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Symmetric measures on turnover of business Vs. product innovation
To investigate the relationship between the turnover of the business and product innovation, Kendall’s tau-b
was used. Kendall’s tau-b analysis indicated a negative association between turnover of the business and
product innovation, tau (208) = -0.027, p≥ 0.05. This means that business with higher turnover doesn’t
always engage in higher product innovation and vice versa. This tau is considered to be smaller than typical
effect (Cohen, 1988)
Analysis of size of the enterprise on the risk taking ability of rural women entrepreneurs
The continuous variable risk taking ability was tabulated against the categorical variable size of the
enterprise and was tested using Eta for effect size.
Size of the enterprise on investment
Large Scale Medium Scale Small Scale Total
3.5 Count 0 40 0 4.0
Expected Count .2 3.6 .3 4.0
3.75 Count 0 18 2.0 20
Expected Count 0.8 17.8 1.4 20.0
4.00 Count 3.0 42 2.0 47
4.25 Count 1.0 46 4.0 51
4.5 Count 4.0 51 3.0 58
4.75 Count 0 20 4.0 24
3

5.00 Count 0 6 0 6.0
Expected Count .2 5.3 0.4 6.0
Total Count 8.0 187 15 210
Expected Count 8.0 187.0 15.0 210.0
Cross tabulation of risk taking ability of an rural women entrepreneur Vs. size of the enterprise
The above cross tab provides the expected count and the actual count which helps in comparing the risk
taking ability based on the size of the enterprise.
Value
Nominal by Interval Eta Risk taking ability of the entrepreneur Dependent .045
Size of the enterprise on investment Dependent .193
Directional measures on the size of the enterprise and risk taking ability To investigate the relationship
between the size of the enterprise and risk taking ability of rural women entrepreneur, Eta test was used. Eta
analysis indicates the strength of each variable against the other. This means that size of the enterprise has no
direct influence on the risk taking ability of the entrepreneur and vice versa.
Analysis of size of the enterprise on the diversification of the business as the performance indicator of
rural women entrepreneurs
The continuous variable diversification of the business was tabulated against the categorical variable size of
the enterprise of rural women entrepreneurs and was tested using eta for effect size.
Diversification of 3.5 Count 0 2 0 2
the business
3.75 Count 1 11 1 13
4 Count 0 42 4 46
4.25 Count 5 66 5 76
4.5 Count 1 46 2 49
4.75 Count 1 16 3 20
Expected Count .8 17.8 1.4 20.0
5 Count 0 4 0 4
Total Count 8 187 15 210
Expected Count 8.0 187.0 15.0 210.0
Cross tabulation on diversification of the business and size of the enterprise on investment
The above cross tab provides the expected count and the actual count which helps in comparing the
diversification of the business based on the size of the enterprise.
4
Directional Measures
Value
Nominal by Interval Eta Diversification of the business Dependent .006
Size of the enterprise on investment Dependent .121
Directional measures on diversification of the business and size of the enterprise on investment
To investigate the relationship between the size of the enterprise and the diversification of the business, Eta
test was used. Eta analysis indicates the strength of each variable against the other. This means that size of
the enterprise has no direct influence on the diversification of the business of the rural women entrepreneur
and vice versa. This Eta is considered to be smaller than typical effect (Cohen, 1988)
Analysis of size of the enterprise on the training needs of rural women entrepreneurs
The continuous variable training needs was tabulated against the categorical variable size of the enterprise
and was tested using Eta for effect size.
Training need of 3.5 Count 0 1.0 0 1.0
the rural women Expected Count .0 0.9 0.1 1.0
entrepreneur
3.75 Count 0 14 1.0 15
4.0 Count 1.0 31 2 34
4.25 Count 5.0 59 6.0 70
4.5 Count 2.0 54 3.0 59
4.75 Count 0 24 1.0 25.0
5.0 Count 0 4.0 2.0 6.0
Total Count 8.0 187 15 210
Expected Count 8.0 187.0 15.0 210.0
Cross tabulation of training need of the rural women entrepreneur and size of the enterprise on investment
The above cross tab provides the expected count and the actual count which helps in comparing the training
needs of the business with the size of the enterprise.
Value
Nominal by Interval Eta Training need of the rural women
.049
entrepreneur Dependent
.162
Dependent
Directional measures on size of the enterprise and the training needs of the business
To investigate the relationship between the size of the enterprise and the training needs of the business, Eta
test was used. Eta analysis indicates the strength of each variable against the other. This means that size of
the enterprise has not direct influence on training needs of the entrepreneur and vice versa. This Eta is
considered to be smaller than typical effect (Cohen, 1988)
5
INTERPRETATIONS
1. The majority of the rural women entrepreneur’s enterprises innovate sometimes and the up to 5 crores
business does it sometimes. Thus innovativeness is one of the major performance indicators in the
growth of the businesses started by rural women entrepreneurs.
2. From the study it is interpreted that the size of the enterprise has no direct influence on the risk taking
ability of the rural women entrepreneurs and vice versa.
3. The size of the enterprise has no direct influence on the diversification of the business of the rural
women entrepreneur and vice versa.
4. The size of the enterprise has not direct influence on training needs of the entrepreneur and vice versa.
CONCLUSION
In the present study also there exists a chance for analyzing the entrepreneurial capabilities of the rural
women entrepreneurs. This study is basically emphasizing on the performance indicators of the rural women
entrepreneurs with respect to the size of enterprise started by the rural women entrepreneur. This topic is
very relevant in the present economic condition of our country. Unemployment is the main problem that our
country faces now. In this situation it is necessary to become familiar with the multi dimensional aspects of
Entrepreneurship. So these basic skills are playing a crucial role in the success of rural women
entrepreneurship venture. Thus it is proving that there has been an empowerment of women entrepreneurs
through entrepreneurship development which has brought a positive impact on the lives of the family and
improvement in the community and society at large.
REFERENCES
 Kudumbasree, February 2004, Volume 6, ,”Nenmani Grama Panchayat-In the path of self dependency,
Jaya Murali
 Business India, May 2004, No.68,”Technology & Industrial metabolism for sustainable development”,
R.K.Pachauri.
 Business India, March 2004, Volume 680 ,”Adding it up-Single mindedness is basic to good
advertising”, Sunil Guptha
 Kurukshethra, December 2003, Volume 52, No.2,”Entrepreneurship Development-Transforming Rural
Scenario”, Benkin Chandra .V.Vaidya
 Kurukshethra, November 2003, Volume 52.No.1”Corporate Entrepreneurship”, Dr.Samuel Kakuko
Lopoyctum.
 Business News, March 2004, Volume 2,”Loan facilities to Small Scale Industries”, Prof. Latha Nair.
 Yojana, May 2004, Volume 48, Page No.37, ,”Cluster approach for developing Rural Entrepreneurship”,
Ajantha.B.Rajkonwar
6
E-BANKING AND CUSTOMER SATISFACTION IN SELECT PUBLIC SECTOR BANKS IN
INDIA – A STUDY
V. Krishanpriya1 and Dr. G. Udayasuriyan2

1
ABSTRACT
Various e-banking channels like ATM Cum Debit Card, Credit Card, Internet and mobile phone have been
recognized as e-delivery channels and there is a wide expectation that electronic banking will have a
significant impact on the future financial institutions and customers. This mode of banking has become
popular because of its convenience and flexibility. Present article is an attempt to disclose the various
aspects of e-banking with reference to the various measures of customers. Two public sector banks have
been chosen for the study purpose and the primary data have been collected from the customers through
interview schedule.
Keywords: E-Banking, Convenience, flexibility, customers satisfaction
INTRODUCTION
A fact cannot be denied that Indian economy is the fastest growing economy in the world, opportunities of
business and its allied activities are increasing multiple times. As the business activities are growing the
scope of e-commerce is also increasing. Due to the fastest growth of information technology, people are
prone to use the online modes of transactions. E-banking is now being used in all types of transactions,
including transfer of funds, bill payments, online shopping etc. E-banking has made business processes more
reliable and efficient. Consequently, e-banking is now essential for businesses to be able to compete in the
global marketplace. The purpose of this paper is to add to the body of knowledge regarding the origins of e-
banking and the value of e-banking to customers, while also identifying security measures, such as Web
assurance services, for dealing with e-risks. The value of e-banking includes its fundamental role in today’s
global economy, the evolution of virtual businesses, and the unique opportunities it provides for linking
marketers with consumers. Research on e-risk includes the investigation of cybercrime and the use of Web
assurance services to combat security breaches. Recognizing the value of e-commerce is easy, but to
comprehend the risks it entails, it is helpful to understand how e-banking came into existence.
OBJECTIVES OF THE STUDY
1. To know the extent of customers utilization of e-banking services.
2. To ascertain the factors influencing the customers’ satisfaction on the e-banking services.
SOURCE OF DATA
Present study is mainly based on primary data which have been collected from the customers of select banks
namely State Bank of India and Punjab National Bank in Cudalore District through interview schedule.
Secondary data have also been used to explain the theoretical concepts of the study. Annual Reports,
Bulletins and Publications of Reserve Bank of India, Public Sector Banks, Institute for Development and
Research in Banking Technology and Payment Council of India as well as articles from different journals,
Magazines and Websites.
SAMPLES OF THE STUDY
Cudalore is one of the important industrial districts in Tamil Nadu. One-Hundred e-banking customers each
from the two select public sector bank namely, State Bank of India and Punjab National Bank have been
given a chance to express their opinion on the services rendered by their bankers by adopting convenience
sampling technique. Thereby the sample size is 200.
FRAMEWORK OF ANALYSIS
The collected data have been edited and tabulated as per the requirements of the study. The data have been
analyzed using descriptive statistics.
7
Table-1.1: Level of Awareness on Various E-Banking Services
Level of Awareness Number of Respondents Percentage of Respondents
Low 46 23.00
Medium 105 52.50
High 49 24.50
Total 200 100.00
Sources: Primary Data
The table 1.2 shows that 46 (23 per cent) respondents have low level of awareness, 105 (52.50 per cent)
respondent have medium level of awareness and 49 (24.50) respondents have high level of awareness on the
e-banking services provided by select public sector banks.
Table-1.2: Frequency of using e-banking Services and level of awareness
Level of Awareness
Frequency of using e-banking Services Total
Low Medium High
Daily 3 4 1 8
(37.5) (50.00) (12.5) (100)
Weekly Twice 12 25 4 41
(29.26) (60.97) (9.75) (100)
Once in-a -week 6 11 5 22
(27.27) (50.00) (22.72) (100)
Two of Three times in a month 7 15 15 37
(18.91) (40.54) (40.54) (100)
Once in a month 5 9 7 21
(23.80) (42.85) (33.33) (100)
As and when required 10 24 12 46
(21.73) (52.17) (26.08) (100)
When getting alert from the bank 3 17 5 25
(12) (68) (20) (100)
Total 46 105 49 200
Sources: Primary Data
Table 1.3 shows the frequency of using e-banking services and level of awareness through different
categories. Among 200 respondents, 8 (4 per cent) customers are using e-banking services every day; 41
(20.5 per cent) customers use these services weekly. Majority of the customers use-banking services when
these are required such customer are maximum in number (23 per cent) while only 8 per cent customers use
these services on daily basis.
Table-1.3: Area of Residence and Level of Utilization on E-banking Services
Level of Residence
Area of Residence Total
Low Medium High
Rural 10 20 12 42
(23.80) (47.61) (28.57) (100)
Semi Urban 11 33 10 54
(20.37) (61.11) (18.51) (100)
Urban 25 52 27 104
(24.03) (50) (25.96) (100)
Total 46 105 49 200
Source: Primary Data
Table 1.4 reveals the area of residence and level of utilization on e-banking services majority (104) of the
customer belong to the urban area while 42 customers belong from the rural area. It is certain that the level of
residence also affect the pace of e-banking services.
8
Table-1.4: Level of Satisfaction on e-banking Services
Level of Satisfaction Number of Respondents Percentage of Respondents
Low 25 12.50
Medium 100 50.00
High 75 37.50
Total 200 100.00
Table 1.5 reveals the level of satisfaction on e-banking services 25 (12.50 percent) customers who are
satisfied belong from the low level of satisfaction, 100 (50 per cent) customers belong the medium level of
satisfaction and 75 (37.50) customers belong from the high level of satisfaction.
CONCLUSION
The present study found that majority of the respondent are satisfied with the services offered by select
public sector banks. Level of awareness on e-products offered and e-services provided and level of usage has
a high influence in enhancing the customers’ level of satisfaction. The customers’ preferences and
expectations may change periodically. So bank should be enhanced customers services to retain the existing
customers and to attract new ones.
REFERENCES
 Gunasekaran, A., et al. "E-commerce and its impact on operations management." International
journal of production economics 75.1 (2002): 185-197.
 Subramani, Mani, and Eric Walden. "The impact of e-commerce announcements on the market value of
firms." Information Systems Research 12.2 (2001): 135-154.
 Schafer, J. Ben, Joseph A. Konstan, and John Riedl. "E-commerce recommendation applications."
Applications of Data Mining to Electronic Commerce. Springer US, 2001. 115-153.
 Daniel, Elizabeth, and Hugh Wilson. "Adoption intentions and benefits realized: a study of e-commerce
in UK SMEs." Journal of Small Business and Enterprise Development 9.4 (2002): 331-348.
 Eastin, Matthew S. "Diffusion of e-commerce: an analysis of the adoption of four ecommerce
activities." Telematics and informatics 19.3 (2002): 251-267.
 Drew, Stephen. "Strategic uses of e-commerce by SMEs in the east of England." European
Management Journal 21.1 (2003): 79-88.
9
EMPLOYEE ATTRITION IN NON BANKING FINANCIAL COMPANIES
R. S. Sureshkar1 and Dr. M. Ramesh2

1
ABSTRACT
Employee Attrition — the rate at which employees leave an organization — is a major challenge faced by
organizations globally. It projects an organization’s inability to retain employees. Employees are the assets
of any organization. In today’s world, the customer is the central focus of all firms. Consequently, catering
to customer needs has become the top priority for many organizations. However, firms fail to realize that
employees, who are indispensable to the survival and success of business, are internal customers of the
firms. Can an organization service the needs of its customers properly when they fail to take care of the
needs of the internal customers? The answer is no. Organizations cannot afford to lose their key performers.
High attrition of employees would certainly have an impact on the productivity and sustainability of an
organization.
The incidence of high employee attrition rates in organizations across different industries in India has been
the subject of substantial number of studies. However, not much of research seems to have been focused on
identifying the causes of employee attrition in Non-Banking Finance Companies (NBFCs), more so NBFCs
engaged in gold financing business. NBFCs play a critical role in the development of the country’s economy
by providing financial aid to customers normally not catered to by banks. This paper attempts to throw light
on employee attrition and Non-Banking Finance Companies in general. The deficiency of research in this
area of employee attrition in gold financing NBFCs needs to be addressed by a study on the real causes of
employee attrition in these organizations and also by reviewing how effective are the employee retention
strategies followed by them.
Keywords: Employee Attrition, Employee turnover, Retention, Work-Life balance, Gold Loan NBFC
INTRODUCTION
The gradual loss of employees in an organization over a passage of time is essentially referred to as
employee attrition. Employee Attrition is also often referred to as Employee Turnover. Employee attrition is
generally perceived as a negative thing to happen to an organization because of the costs involved in hiring
and training a replacement for the employee who has left. High attrition of employees can be problematic
for several reasons. Apart from the costs involved, it could also affect employee morale and lower
productivity.
EMPLOYEE ATTRITION / EMPLOYEE TURNOVER
One can come across several instances of many business owners or leaders repeating themselves that the
most valuable asset of any company is its employees. After all, business is essentially powered by people.
Still, facts seem to suggest that workers are not receiving the treatment or support that they deserve.
A recent Gallup survey, indicated that as much as 87 percent of workers worldwide do not feel engaged in
their jobs. Though previous generations of workers may have accepted such dissatisfaction and continued in
their jobs, it seems as though the newer generations will not do so. The older employees are far more likely
to remain loyal to their employers than their younger counterparts. The reason for this might be down to the
endurance and forbearance of older generations. However, the fact remains that modern-day staff attrition is
on the upswing and so too are the associated costs. And if companies do not adapt to the needs of the
younger workforce, then these attrition rates and costs are only likely to grow.
Every industry has its own standards for acceptable attrition rates. Such rates can also differ between skilled
and unskilled positions. As Indian economy has been aligning itself with the global business, more
opportunities are growing in terms of jobs. This leads to rising level of employee attrition since employees
leave an organization for better prospects elsewhere. The immediate gains in pay package is mainly
responsible for such job hopping and consequent increase in the attrition rate.
10
CLASSIFICATION OF EMPLOYEE ATTRITION
Attrition could be due to either voluntary or involuntary causes. When an employee leaves an organization
on his own accord (say by resignation), it is voluntary attrition. Involuntary attrition could be through
requested resignation, permanent layoff, retirement, death etc. The impact of involuntary attrition to the
company is minimal since it is under the employer’s control.
Employee attrition projects an organization's inability to retain its employees. World over, high employee
attrition - the rate at which employees leave an organization - is a major challenge for firms across different
industries. Understanding the reasons of employee turnover, is therefore an important first step in addressing
this issue.
Growing number of organizations worldwide are trying to figure out how to win the war on employee
attrition. They strive to retain their best employees because they realize that if employees stay longer, they
get better at what they do, make relationships stronger with their valued customers which in turn will lead to
long-term success in the marketplace.
Attrition could differ across sectors. Often, there are employer-specific characteristics that contribute to
attrition. These characteristics include the profile of workers employed in firms. Studies have shown that
firms with young workers experience more turnover than those with older workers.
OVERVIEW OF EMPLOYEE ATTRITION IN INDIA
KPMG in its Annual Compensation Trends Survey 2018-19 has indicated that the overall average annual
voluntary attrition in India across industries as 13.1%. This survey analyzed and brought together findings
from 272 companies across 18 sectors. Automobile industry showed the lowest attrition rate of 6.6% whereas
Retail sector had the highest attrition of 18.5%. Banking sector showed 17.8% attrition while Financial
Services sector showed 18.2% both tending towards the higher end of the attrition spectrum in the country.
“Serious thought ought to be given by organizations in India as to what drives employee commitment," says
Mohinish Sinha, leadership and talent practice leader, Hay Group India.
WHY DO PEOPLE LEAVE THEIR JOBS?
There are several factors that affect an employee’s decision to leave a job. While for one organization an
employee’s leaving the job is considered attrition, for another organization where this employee joins, it is
considered as talent acquisition. Hence, what is perceived as a problem for one entity may be an opportunity
for another. To the individual, such a change means a career move which could result in economic growth
and improved quality of life for him, proximity of new workplace to the location where his family resides
etc.
The reasons for an employee to leave his job may vary from individual to individual. When data is collected
from a large number of individuals leaving (or who have left an organization), some consistencies may be
observed which could provide more insights as to why individuals leave in large numbers. If these are based
on controllable factors, one can attempt to control such factors. If on the other hand, these factors are not
within the control of the organization, then the option before the organization is to prepare itself for
managing attrition. In today’s competitive business scenario, when an individual leaves the job, it causes a
lot of disturbances in the organization, more so if the organization is small in size and the individual leaving
is in a critical role. Larger organizations may be able to handle such situations better since they might have
alternate resources and/or various levels with the same skill sets. Hence its essential to understand and
manage attrition.
Towers Watson, a global professional services firm in its report says, "Attrition in India is at 14 per cent,
marginally higher than global and Asia Pacific countries (11.20 per cent and 13.81 per cent, respectively)."
The report said that 92 percent of firms in the country experience challenges in attracting talent with critical
skills, while over 75 per cent organizations face challenges in retaining high performing talent.
The study says that while for Indian employers, the top two priorities are 'career advancement opportunities'
and 'challenging work environment', for employees 'job security' and 'career advancement opportunities' are
the main priorities.
11
In many previous studies on employee attrition, salary or compensation has been cited as the most common
reasons for which employees leave an organization. Most of the employees who have been with an
organization for a while, expect to be compensated adequately for their hard work and experience. However
this ‘adequacy’ may differ in perception between the employee and the employer. If the employee feels that
they are not being rewarded by way of an increase in pay commensurate with their output, then they start
thinking of leaving the organization and moving somewhere else where they can receive a higher pay.
Beyond a point, an employee’s primary need may have less effect on him than how he is treated and how
valued he feels. Employers need to be aware of this. An employee may not chose to leave the first time he
encounters such a thought, but nevertheless, a thought might indeed have been planted in his inner self. The
second time that thought gets strengthened. The third time he starts searching for another job. And actual
leaving might occur depending on whether he is able to identify a suitable opening and also how fast he is
able to do so.
Interpersonal relationships at the workplace - particularly those with immediate managers - is another factor
which may prompt an employee to leave an organization. Different managers create problems for employees
in different ways by being too authoritative, too critical or too selfish.
An employee may also choose to separate himself from an organization because of personal reasons such as
ill-health of self or that of near and dear ones, desire to return to the native place for family reasons, transfer
of spouse etc. In the Indian context, a woman employee may have to give up her job post marriage to resettle
elsewhere in the country along with her spouse. An organization which pays scant respect towards employee
safety may have to face mounting attrition level. High levels of work stress and lack of work life balance
could also result in employees leaving their job. Many companies in their eagerness to squeeze out every
little drop of productivity from their employees (and thereby increase profitability), may prefer to have less
number of employees in their rolls. This may look fine in the immediate context, but in the long run, stress
level of employees may soar under the weight of excessive workload. Such employees’ personal life may
also go for a toss due to alarmingly high level of work pressure. The end result could be burnout of the
employee and steep fall in productivity. Such employees will be constrained to rethink their priorities and
may prefer to move over to an organization that promises a relaxed pace of work.
There could also be instances where employees have to separate from an organization due to work during
their probation period being unsatisfactory or maybe because their appointment was of fixed tenure or on
temporary basis. There could also be employees who are laid off for want of work. Such separations are
most unpleasant since these are not employee initiated. Hence they need to be handled by organizations with
a human touch since this could create ripples of negativity within the organization which could take a hit on
the organization's external image apart from affecting the morale of the employees as a whole and a feeling
of insecurity in general. Thus controlling employee attrition and retention of the existing talent pool is one of
the biggest challenges faced by organizations today.
There are several practices by which organizations could stem or reduce the attrition of employees. But
these differ from organization to organization. However, earlier studies have thrown up some solutions
which could help improve the attrition rates and retain employees for a longer period than otherwise. Some
such solutions are:
 Offer fair and competitive salaries
 Visible career opportunities for growth
 Improve employee engagement
 Provide learning opportunities to improve job skills
 Work-Life balance
 Reward and recognition programs
 Providing stock options to employees to inculcate ownership feel
 Recreational activities to reduce stress levels
12
Simultaneously organizations could also strengthen their recruitment process for identifying best-fit
candidates during the hiring process itself. Choosing the best candidate may not always work since that
candidate may not fit the culture of the organization. However, choosing the best-fit candidate helps to
retain the individual for a longer time. Organizations also need to take feedback from employees who quit,
through an exit-interview process and acting on the feedback thus received to improve upon, or rectify the
grey areas cited.
FINANCIAL INTERMEDIARIES IN INDIA
The financial sector in India consists of a wide variety of institutions which cater to different market
segments. At the top level are scheduled commercial banks which follow universal banking model. Next,
there is the cooperative banking sector which takes care predominantly of agriculture and allied activities.
Non-Banking Finance Companies (NBFCs) are largely involved in serving those classes of borrowers who
are generally excluded from the formal banking sector. However, over the years, the exclusiveness enjoyed
by banks viz-a-viz NBFCs, has somewhat blurred. NBFCs are now competing with banks in providing
financial services such as infrastructure finance, housing finance, vehicle finance etc apart from other areas
as well.
13
NON-BANKING FINANCE COMPANIES (NBFCS)

Introduction
NBFCs are involved in providing financial services such as offering of small ticket personal loans, financing
of cars/two/three wheelers, truck financing, farm equipment financing, refinance for purchase of used
commercial vehicles/machinery, secured/unsecured working capital financing, etc. Further, NBFCs also
provide financial services to Micro, Small, and Medium Enterprises (MSME) most suitable to their business
requirements.
The characteristics of financial services offered by NBFCs are their simpler processes and procedures in
sanction and disbursement of credit, friendly and flexible terms of repayment to suit the unique requirements
of its clientele etc. However, such service may come at a higher cost. There could be an overlap of functions
between Banking system and NBFCs but they both cater to different sections of the society.
Classification of NBFCs
14
As shown above, RBI classifies NBFCs into ten categories, namely Asset Finance Companies(AFCs), Loan
Companies(LCs), Investment Companies(ICs), Infrastructure Finance Companies(IFCs), Core Investment
Companies(CICs), Infrastructure Debt Funds(IDF-NBFCs), NBFC-Microfinance Institutions(NBFC-MFIs),
Factoring companies(FCs), Mortgage Guarantee Companies(MGCs) and Residuary Non-Banking
Companies(RNBCs).
Role of NBFCs in Promoting Inclusive Growth
NBFCs play an important role in promoting inclusive growth in the country, by catering to the diverse
financial needs of customers not catered to by banks. They have stimulated the growth of the Indian
economy and have made significant contributions towards supporting the government’s agenda of extending
financial inclusion.
Gold Loan NBFCs
Gold financing NBFCs provide loans against security of gold jewelry. Though banks also were active in gold
financing business, NBFCs’ gold loans witnessed phenomenal growth due to their customer friendly
approaches like higher Loan To Value (LTV) ratio, simplified sanction procedures, quick loan disbursement
etc. Branches of gold finance NBFCs increased significantly during the last couple of years at urban and
rural areas alike. Gold financing NBFCs help in monetization of idle gold stocks in the country and facilitate
in creating productive resources.
A region-wise analysis will reveal that the organized gold loan market is mainly concentrated in southern
India, while other regions are witnessing a comparatively low presence of organized players. However the
organized players having explored the potential, has since been expanding their networks into North, East
and West regions.
According to a January 2018 report by KPMG, India's organized gold loan industry could touch Rs 3,101
billion by 2019-20 as the companies are offering flexible schemes at lower interest rates, minimum
paperwork and without going through the hassles of a rigid credit appraisal process.
Employee Attrition in Gold Loan NBFCs
Despite its phenomenal growth, those NBFCs who are predominantly into Gold Loan business based in
Kerala, has been experiencing high employee attrition rates for the last several years.
There could be many factors that lead to attrition in NBFCs. Not many studies seem to have been undertaken
to identify the root causes of attrition in this sector and the effect of such attrition on the organization. Any
such study which could come up with concrete recommendations will eventually be valuable to the
organizations to retain their employees for a long term and thereby bring down attrition levels.
REFERENCES
1. KPMG in India’s Annual Compensation Trends Survey 2018-19 (https://assets.kpmg.com/content/
dam/kpmg/in/pdf/2018/04/KPMG-India-Annual-Compensation-Trends-Survey.pdf)
2. 'Indian cos attrition rate at 14%, higher than global average' (//economictimes.indiatimes.com
/articleshow/20412047.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst)
3. The Frank Moraes oration lecture delivered by Shri R. Gandhi, Deputy Governor, Reserve Bank of
India on June 16, 2014 at Hotel Savera, Chennai (Topic: Role of NBFCs in Financial Sector: Regulatory
Challenges) (https://www.rbi.org.in/scripts/FS_Speeches.aspx?Id=988&fn=14)
4. Speech delivered by Shri R. Gandhi, Deputy Governor, Reserve Bank of India at the 1st Non-Banking
Financial Companies (NBFCs) Summit organized by Confederation of Indian Industry on Dec 21, 2015
at Hotel Vivanta by Taj (Topic: NBFCs: Medium Term Prospects) (https://www.rbi.org.in/scripts/FS_
Speeches.aspx?Id=988&fn=14)
5. Speech delivered by Shri P Vijaya Bhaskar, Executive Director, Reserve Bank of India, at the National
Summit on Non-Banking Finance Companies on January 23, 2014 at New Delhi. (Topic: Non-Banking
Finance Companies: Game Changers (https://www.rbi.org.in/scripts/FS_Speeches.aspx?Id=988&fn=14)
6. The Engaged Workplace (https://www.gallup.com/services/190118/engaged-workplace.aspx)
15
7. What drives attrition across companies (https://www.livemint.com/Industry/ laogg0Cvqc7fO
PB6YD6kEM/What-drives-attrition-across-companies.html)
8. India in the eye of an employee turnover storm: Survey (https://www.thehindubusinessline.com/
economy/india-in-the-eye-of-an-employee-turnover-storm-survey/article20621815.ece1)
9. High Staff Turnover: How Costly is it? (http://www.blogengage.com/navigator.php?link=77817)
10. IBM HR Attrition and Performance Analysis by Krushna Mehta (https://rpubs.com/krushna/353248)
11. Addressing Attrition (http://teamrecruiters.in/addressing_attrition.html)
12. Turnover (Employment) (https://en.wikipedia.org/wiki/Turnover_(employment))
16
RELATIONSHIP BETWEEN EMOTIONAL INTELLIGENCE AND QUALITY OF SERVICE
AMONG THE HEALTHCARE PROFESSIONALS
R. Vignesh1 and Dr. A. A. Ananth2

Research Scholar and Associate Professor2, Department of Business Administration, Annamalai University
1
ABSTRACT
This research aims to identify the relationship between healthcare professionals emotional intelligence and
burnout and also to highlight correlation between the level of emotional intelligence development and the
Quality of service The aim is to develop a new health care model of Healthcare professionals that has
implications for health-care management in terms of policy and education as well as for future research in
this field. Healthcare professionals should be formally recognized as a key skill in facilitating the patient
journey, with emotional skills being taught in innovative ways. Health-care professionals should be offered
training on coping with the effects of Healthcare professional’s performance. To analyse whether personal
accomplishment in healthcare professionals is influenced by the level of emotional intelligence development.
To find out the importance of training focused on developing emotional intelligence in specialists from the
healthcare system.
Keywords: Emotional intelligence, Quality of Service, Emotional Quotient, job performance
INTRODUCTION
Emotional intelligence can be abbreviated to (EI), and can also be referred to as Emotional Quotient (EQ),
which describes an ability, capacity or skill to perceive, assess, and manage the emotions of one’s self, of
others and of groups. It’s a relatively new area of psychological research. It is the capability of individuals to
recognize their own emotions and those of others, discern between different feelings and label them
appropriately, use emotional information to guide thinking and behaviour, and manage and/or adjust
emotions to adapt to environments or achieve one's goals. Studies have shown that people with high EI have
greater mental health, job performance, and leadership skills although no causal relationships have been
shown and such findings are likely to be attributable to general intelligence and specific personality
traits rather than emotional intelligence as a construct.
Quality of service is the degree to which a provided activity promotes customer satisfaction. Health care
quality is a level of value provided by any health care resource, as determined by some measurement. As
with quality in other fields, it is an assessment of whether something is good enough and whether it is
suitable for its purpose. The goal of health care is to provide medical resources of high quality to all who
need them; that is, to ensure good quality of life, to cure illnesses when possible, to extend life expectancy,
and so on. Health care quality is the degree to which health care services for individuals and populations
increase the likelihood of desired health outcomes. Quality of care plays an important role in describing
the iron triangle of health care, which defines the intricate relationships between quality, cost, and
accessibility of health care within a community. Researchers measure health care quality to identify
problems caused by overuse, underuse, or misuse of health resources. In 1999, the Institute of
Medicine released six domains to measure and describe quality of care in health. Safe, Effective, Patient-
Centred, Timely, Efficient. While essential for determining the effect of health services
research interventions, measuring quality of care poses some challenges due to the limited number of
outcomes that are measurable. Structural measures describe the providers' ability to provide high quality
care, process measures describe the actions taken to maintain or improve community health, and outcome
measures describe the impact of a health care intervention. Furthermore, due to strict regulations placed on
health services research, data sources are not always complete.
REVIEW OF LITERATURE
Panel john D. Mayer, Peter Salovey (1990) stresses that Emotional intelligence isa type of social
intelligence that involves the ability to monitor one's own and others' emotions, to discriminate among them,
and to use the information to guide one's thinking and actions. We discuss (a) whether intelligence is an
appropriate metaphor for theconstruct, and (b) the abilities and mechanisms that may underlie emotional
intelligence.
17
Gardener (1993) stresses the importance of interpersonal and intrapersonalintelligence. Intrapersonal
intelligence concentrates on one’s self and the ability to be self-aware. Interpersonal intelligence
concentrates on four separate abilities. Inter & Intrapersonal intelligence includes the ability to organize
groups, negotiate solutions, make personal connections and engage in social analysis, also it’s more
important in the health industrybecause the health professionals are dealing with people who are
underextreme emotional stress and may or may not be able to express these emotions.
Goleman (1998) argues that a high emotional intelligence provides a distinguishingcompetency in a person
and improves performance. In his research, he found that emotional competencies in an employee are two
times more important than cognitive and intellectual capacity to contribute to excellence in the organization.
Paulo N. Lopes, Marc A. Brackett, John B. Nezlek, ( 2004) founded that the positive Associations between
the ability to managing emotions and the quality of social interactions, supporting the predictive and
incremental validity of Emotional Intelligence, the Mayer-Salovey-Caruso Emotional Intelligence Test
(MSCEIT). In a sampleof 118 American college students (Study 1), higher scores on the managing emotions
subscale of the MSCEIT were positively related to the quality of interactions with friends, evaluated
separately by participants and two friends. In a diary study of social interaction with 103 German college
students (Study 2), managing emotions scores were positively related to the perceived quality of interactions
with opposite sex individuals. Scores on this subscale were also positively related to perceived success in
impression management in social interactions with individuals of the opposite sex.
J R Soc Med (2007) described that the principles of patient-centred care areincreasingly stressed as part of
health care policy and practice. Explanations for why some practitioners seem more successful in achieving
patient-centred care vary, but a possible role for individual differences in personality has been
postulated.One of these,emotional intelligence (EI), is increasingly referred to in health care literature. This
paper reviews the literature on EI in health care and poses a series of questions about the links between EI
and patient-centred outcomes. Papers concerning empirical examinations of EI in a variety of settings were
identified to determine the evidence base for its increasing popularity. The review suggests that a substantial
amount of further research is required before the value of EI as a useful concept can be substantiated.
Bryan Warren, May 01, 2013 There is a renewed interest in healthcare, in the roleof Emotional
Intelligence— a set of behavioural competencies, distinct from traditional IQ, that impact performance.
There is also agrowing body of evidence that individual behaviours, including EQ, influence patient
outcomes and organizational success.What isEQ? How does it apply to healthcare? How do we use it to
improve performance? Everyone is striving to provide patient-centred care. Operational strategies like Lean
or Six-Sigma help in designing new, patient-centred care models. Information systems make clinical and
financial data more useful and enhance efficiency. These strategies and technologies are widely available,
but not every organization is successful. Patient-centred care is not just about new care delivery models. It is,
to a large degree, about Associations and interactions between providers and patients and among
administrators, physicians, nurses and staff. With this realization, healthcare is exploring how we can apply
the concept of Emotional Intelligence.
John r. Platt August 2015 Leadership coach Kenton R. Hill has helped manyintelligent people including
doctors and engineers, over 25 years and he says many of them were missing a key ingredient for success:
emotional intelligence. Your EI, for short, is your ability to recognize and manage your emotions as well as
those of others, and to channel those emotions to problem-solving or decision-making tasks. Professionals
with whom Hill has worked have had trouble conveying their ideas, working in teams, and getting people to
trust them, among other problems. Some have found that their anxieties or their inability to understand
others’ emotions have jeopardized their careers.
Kyung heechun , Euna Park (August 2016) identified the types of perception of Emotional Intelligence
among nursing and medical students and their characteristics using methodology, and to build the basic data
for the development of a program for the medical professionals to effectively adapt to various clinical
settings in which their emotions are involved.
Dr. NagarajuBattu S. Kahmeera (September 2016) Healthcare professionalsespecially nurses suffer from
stress due to the characteristics of their work and environment of the hospital. Disparity of emotions is a
18
voyage to face the stress that has an effect on work outcomes. So emotional intelligence (EI) plays a vital
role in balancing the emotions and has a control on stress this paper is to study EI and stress conceptually
and to investigate the Association between EI and stress among the nurses in healthcare sector. Findings
reveal that there is an imbalance of EI among the nurses that leads to stress at workplace. The result shows
that the nurses who scored less in overall scores have less in clarity of emotions and experience increase of
stress.There is a strong, positive correlation betweenEI and stress, which is statistically significant Melanie
Frizzell (August 2017) recommended that an Emotionally Intelligent basedsystem to defend the value of
social-emotional life learning as it may benefit individuals, the medical companies they work for, and the
clients they serve. A conflict in healthcare work environments is not a new issue. However, today’s
competitive marketing for hospitals and outpatient medical facilities is on the rise. The more options are
available to the consumer, the more competitive the market. The interactions or conversations between a
patient or their family/friends with any employee of a medical care facility are expected to focus on giving
excellent customer service. Additionally, accusations of inappropriate behaviours or less than desirable
conversation validate the need for employers and their employees to be aware of their emotions and their
ability to recognize opportunities in social-emotional life learning as it may assist them to bridge their gaps
in communication and to meet or exceed customer service expectations.
STATEMENT OF THE PROBLEM
A study of emotional intelligence among Healthcare professionals is essential in nowadays emerging
knowledge based economy, Medical profession, is the occupation where high level of emotional labour are
employed, So it is important to identify the types of emotional intelligence for an effective coping strategy,
which may have a positive effect on the performance of the health cares.
Emotional intelligence plays an important part in forming successful human Associations. Emotional labour
is important in establishing therapeutic nurse-patient Associations but carries the risk of 'burnout' if
prolonged or intense. To prevent this, nurses need to adopt strategies to protect their health. The potential
value of emotional intelligence in this emotional work is an issue that still needs to be explored.
The realistic side of the problem is to know of direct effect of EI on the hospital services quality as well as
job performance .It helps to understand the role of emotional intelligence on job satisfaction and quality
service relation, because Unsatisfied employees may not attribute their emotions due to lack of emotionally
healthy connections with their families, peers, team leaders, managers, or administrators.
The study was mainly taken up to identify the types of perception of emotional intelligence among
Healthcare professionals for the development of Healthcare professionals to effectively adapt to various
clinical settings in which their emotions are involved.
 To understand the vital role of Emotional intelligence on the heath cares in providing quality services as
well as effective & efficient job performance.
 To determine if there is any correlation between demographic variables in relevant to emotional
intelligence and quality of service.
 To examine the impact of stress tolerance, emotional stability and self-awareness towards quality of
service.
LIMITATIONS OF THE STUDY
 Individuals or groups who agreed to participate in the research may not be the reflective of the majority
of health care workers and hence results cannot be generalized.
 The measurement of emotional intelligence and its impact is done by using a self-administered
questionnaire that may lead to bias in the responses by the participants.
 Cultural and religious barriers may prove a difficulty for the participants undertaking the questionnaire.
 Some of the professionals were not given the correct information due to job confidentiality.
 Bias and fear may exist in the professionals while answering the questionnaire due to the fear about their
higher officials.
19
 The size of the sample may not be large enough to be reflective in order to draw definite conclusions.
HYPOTHESES
H01= There is no association between demographic variables (Age, Marital status, Designation,
Qualification, Experience) and independent variables.
H11= There is an association between demographic variables (Age, Marital status, Designation,
Qualification, Experience) and independent variables.
H02= There is no significant association between Quality of service and job satisfaction
H12= There is a significant association between Quality of service and job satisfaction
H03= There is no significant association between Quality of service and job performance
H13= There is a significant association between Quality of service and job performance
H04= There is no impact on Quality of service and independent variables (Stress tolerance, emotional
stability, Self-awareness, etc.)
H14= There is an impact on Quality of service and independent variables (Stress tolerance, emotional
stability, Self-awareness, etc.)
DATA COLLECTION METHOD
Methodology relates to plan of study, which includes Data collection, types of Questionnaire, Processing of
data and finally interpretation of data. Basically, the data is collected from Secondary as well as Primary
Sources. These classifications are made according to the objective of the research. In some cases the research
will fall into one of this category, but in other cases research will fall into another category.
PRIMARY DATA COLLECTION
Primary data collection is necessary when a researcher cannot find the data needed in secondary sources.
Three basic means of obtaining primary data are observation, surveys, and experiments. The choice will be
influenced by the nature of the problem and by the availability of time and money. In this research Sample
survey technique is used for the purpose of Primary data collection. The data for this study is collected from
Healthcare professionals who belong to various hospitals and healthcare units in Trichy region.
RESEARCH INSTRUMENT
For this study, the survey-questionnaire instrument was used to achieve the main objective of the study. The
questionnaire was designed after referring to extensive literature available on same and related topic. A self-
prepared questionnaire was distributed to the Healthcare professionals. The questionnaire included 30
questions of open-ended, close-ended & Likert scale type of questions. The research instrument is divided
into three categories of Personal Information, Work related Information & Information on Emotional
intelligence.
SAMPLE SIZE
The respondents for the study were the employees of private hospitals and health care units located in
Trichy. The respondents were informed in advance about the purpose of the study. The research team
assured the respondents that the data would be confidential and only the statistical inferences would be
published without stating the organization’s name etc. out of 280 questionnaires distributed, 235 filled
questionnaires were used for analysis.
A Non-Probability Convenience sampling was used in this research. With non-probability sampling
methods, they do not know the probability that each population element will be chosen, and/or they cannot
be sure that each population element has a non-zero chance of being chosen.
Sample profile (figures in %)
S Nature of
Cumulative % (%)
no work
1 Age Below 30 years 30-40 years Above 40 Years - -
20
60.40% 18.70% 20.90%
Marital Married Unmarried

2 - - -
Status 48.50% 51.50%
Rural Urban Semi-urban

3 Residence - -
42.60% 32.80% 24.70%
Diploma UG PG
4 Qualification - -
55.70% 25.10% 19.10%
Supervisory Middle level

Worker level Nurse Level
5 Designation Level management -
23% 51.50%
19.10% 6.4%
Below 1year 1-3 years 3-5 years Above 5 years
6 Experience -
20.9% 27.2% 19.1% 32.8%
Below Rs10,000- Rs20,000- Rs30,000- Above
7 Income Rs 10,000 20,000 30,000 40000 Rs 40000
57.9% 22.1% 8.1% 2.6% 9.4 %
CHI SQUARE TESTS
1.1.1 Association between Marital status * Work life balance
Null Hypothesis (H0) - There is no significant Association between Marital status & Work life balance
Alternative Hypothesis (H1) - There is a significant Association between Marital status and Work life
balance
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 2.723 4 0.045
Likelihood Ratio 2.73 4 0.604
N of Valid Cases 235
a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is 2.43.
INFERENCE
From the above table 1.1.1 it is found that the calculated chi square value (2.723) is greater than the table
significance value (0.045) at Degree of Freedom (4) with 95% significance level. Hence Alternative
Hypothesis is accepted .So there is a significant Association between Marital status and Work life balance.
1.1.2 Association between Quality of service * Job performance
Null Hypothesis (H0) -There is no significant Association between Quality of service and Job performance.
Alternative Hypothesis (H1) -There is a significant Association between Quality of Service and Job
performance.
21
Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 35.688a 16 .003
Likelihood Ratio 37.668 16 .002
N of Valid Cases
INFERENCE
From the above table 1.1.2. it is found that the calculated chi square value (35.688) is greater than the table
significance value (.003) at Degree of Freedom (8) with 95% significance level. Hence Alternative
Hypothesis is accepted .So there is a significant Association between Quality of service and Job
performance.
MULTIPLE REGRESSIONS
Table-1.2.1: Model summary
Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson
1 .550a .303 .251 .717 2.203
a. Predictors: (Constant), Job satisfaction, Self-awareness, Self-regulation, Self-management and control,
Job performance, Relationship management, Emotional stability, Empowerment, Stress tolerance, Social
awareness, Empathy, Self-motivation, Self-actualization, Effective leadership, Work life balance,
Recognition
b. Dependent Variable: Quality of service
INFERENCE
The above table 1.2.1 shows the model summary of independent & dependent variables. From
the table we found that the Correlation (r) value is 0.550 and Correlation coefficient (r2) value is
0.303. All the variables are highly correlated.
Table 1.2.2: Multiple Regressions
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
(Constant) 1.364 .556 2.454 .015
Self-awareness -.016 .060 -.017 -.271 .787
Social awareness -.010 .062 -.011 -.165 .869
Self-actualization .037 .064 .040 .574 .567
Empathy -.076 .066 -.078 -1.153 .250
Empowerment .005 .052 .007 .100 .920
Recognition .038 .072 .040 .537 .592
Job performance -.006 .056 -.007 -.107 .915
Effective leadership .437 .077 .399 5.676 .000
Self-motivation -.040 .049 -.057 -.819 .414
Association management .032 .069 .034 .460 .646
Emotional stability .006 .085 .005 .072 .942
Stress tolerance .043 .077 .038 .552 .581
Work life balance -.094 .064 -.107 -1.479 .141
Self-management and control .065 .069 .063 .941 .348
Self-regulation -.019 .056 -.020 -.337 .737
Job satisfaction .251 .082 .225 3.055 .003
HYPOTHESIS
H0: There is no impact on quality of service and the independent variables
H1: There is an impact on Quality of service and the independent variables
22
INFERENCE
For Multiple Regressions

Y = a +b x1+b x2+b x3 + b x4 + b x5+ b x6 + b x7+ b x8 +b x9 + b x10 + b x11 +b x12 + b x13+ b x14 +b
x15 + b x16
Where Y Dependent variable
X Independent variable
A, b Constants
Quality of service (Y) = a + b(Self-awareness) + b(Social awareness) + b(Self-actualization)
+b(Empathy) + b(Empowerment) + b(Recognition) + b(Job performance) + b(Effective leadership) + b(Self-

motivation) + b(Association management ) + b(Emotional stability ) + b(Stress tolerance ) + b(Work life
balance) + b(Self-management and control) + b(Self-regulation) + b(Job satisfaction)
The above table No:4.3.2 shows that there is an impact on Quality of service and independent variables.
Coefficients shows that “Emotional stability has higher impact on Quality of service.” Whereas Self-
awareness, Social awareness, Self-regulation, Job Performance, Association management has impact on
quality of service. The variables Self-actualization, Stress tolerance, Empowerment, Self-motivation,
Recognition has moderate impact towards Quality of service. The variables Empathy, Work life balance, Job
satisfaction, Self-management and control has lower impact on Quality of service. Finally the remaining
variable “Effective leadership has no impact on Quality of service”
FINDINGS
 It is identified that, 60.4% respondents were below 30 years, 18.7% respondents were 31-40 years, and
20.9% respondents were above 40 years.
 From the respondents, 32.3 % of the respondents were male, and 67.7 % of the respondents were
Female.
 About the marital status, 48.5 % of the respondents were married, and 51.5 % of the respondents were
unmarried.
 From educational background it is found that, 55.5 % of the respondents were Diploma graduates,, 25.1
% of the respondents were UG graduates, 19.1 % respondents were PG graduates
 Living habitat influences, 42.6 % of the respondents were from rural area, 32.8 % of the respondents
were from urban area, 24.7 % respondents were from Semi urban area.
 Hierarchy of working level indicates, 23 % of the respondents belongs to Worker level, 51.5 % of the
respondents were belongs to Nurse level, 19.1 % respondents were belongs to Superior level, 6.4 % of
the respondents were belongs to Middle level management.
 Income level variations are, 57.9 % of the respondents receive below Rs.10000 as income, 22.1 % of the
respondents receive Rs 10000-20000 as income, 8.1 % respondents receives Rs 20000-30000 as income,
2.6 % of the respondents receives. Rs 30000-40000 as income and 9.4 % of the respondents receive
above Rs 40000 as income.
 Experience level of respondents are identified that, 20.9% of the respondents has below 1 year
experience, 27.2 % of the respondents has 1-3 years’ experience, 19.1 % respondents has 3-5 years of
experience, and 32.8 % of the respondents has above 5 years of experience.
 There is a significant Association between age and emotional stability, Marital status and Work life
balance, Qualification and Recognition, Experience and Stress tolerance, Designation and effective
leadership, Quality of service and job satisfaction, Quality of service and Job performance.
23
 From the multiple regressions it is identified that Emotional stability has higher impact on Quality of
service.
 The variables Self-actualization, Stress tolerance, Empowerment, Self-motivation and Recognition have
moderate impact towards Quality of service.
 Self-awareness, Social awareness, Self-regulation, Job Performance and Association management has an
impact on quality of service.
 Empathy, Work life balance, Job satisfaction, Self-management and control have lower impact on
Quality of service.
 Effective leadership has no impact on Quality of service.
SUGGESTIONS
The Healthcare sector provides huge opportunities for freshers and youngsters; especially for females it
creates a very good platform for establishing their talents. But it provides less employment opportunity for
male. So the sector should balance the employment opportunity for both male and female professionals.
Mostly the healthcare sector operates its units in urban area. It mostly serves the urban people rather than
rural people. So the healthcare sector should establish its units in rural area to eradicate the service
deficiency and to serve the rural peoples.
Since more number of younger employees are working in the healthcare sector, they receives only low wages
.Providing less remuneration to employees made them to work inefficiently & ineffectively which impacts
on quality of the service, Low Quality of service leads to decrease the reputation of the firm. So the sector
must concentrate on fair remuneration package for professionals.
Even though the study was conducted by considering various factors related to Emotional Intelligence. The
perception of the individual differs from one to another. So the firm should highly focus on fulfilling or
satisfying the needs and wants of each individual employee.
The firm should provide better remuneration, training, fair appraisal to each and every employees, then only
the employees get satisfied with their job .If employees satisfied with their job they could perform efficiently
and effectively which increases the Quality of service provided by employees to the patients. The firm which
provides high Quality of service will gain more value and reputation among people.
CONCLUSION
The incorporation of emotional intelligence into the health care setting is relatively a novel idea aiming at
improving the quality of patient care and creating a patient-centred approach to medicine. Not only does
emotional intelligence have a promising future in creating patient-centred care, but it also has great value to
health care employees and leaders. Emotional intelligence training offers increase job satisfaction, reduced
stress, improves job performance and potentially higher employee retention. It also fosters an environment of
teamwork and trust. As a health care leader with emotional intelligence skills and characteristics, you will
have much more success implementing initiatives and leading your organization into a bright and successful
future.
REFERNECE
 Alder, H. and Heather, B. (2006), NLP in 21 Days. Piatkus Books Ltd.
 Bar-On, R. (2006), ‘The Bar-On Model of Emotional-Social Intelligence (ESI),’Psicothema18 , suppl.,
pp. 13–25.
 Blake, R. and Mouton, J. (1985), The Managerial Grid III: The Key to Leadership Excellence. Houston:
Gulf Publishing Co.
 Goleman, D. (1999), Working with Emotional Intelligence, Bloomsbury Publishing Ltd.
 Goleman, D. (2011), The Brain and Emotional Intelligence: New Insights, More than Sound LLC.
 Goleman, D. (2011), Leadership: The Power of Emotional Intelligence, More than Sound.
24
 Hasson, G. (2012), Brilliant Communication Skills, Pearson.
 Mayer, J.D., Salovey, P., Caruso, D.L. and Sitarenios, G. (2001), ‘Emotional Intelligence as a Standard
Intelligence,’ Emotion 1, pp. 232–242.
 Mayer, J.D., Salovey, P., Caruso, D.R. and Sitarenios, G. (2003), ‘Measuring Emotional Intelligence
with the MSCEIT V2.0,’ Emotion 3, 97– 105.
 Patterson, K., Grenny, J., McMillan, R. and Switzler, A. (2002), Crucial Conversations, McGraw Hill.
Patterson, K., Grenny, J., McMillan, R. and Switzler, A (2005), Crucial Confrontations. McGraw Hill.
 Pérez, J.C., Petrides, K.V. and Furnham, A. (2005), ‘Measuring Trait Emotional Intelligence,’ in
Schulze, R. and Roberts, R.D. (eds.), International Handbook of Emotional Intelligence, Cambridge,
MA: Hogrefe& Huber, pp. 181–201.
25
OCCUPATIONAL HEALTH HAZARDS AND SAFETY IN CHEMICAL INDUSTRY: A REVIEW
S. Revathi1 and Dr. K. Rajeshkumar2

1
ABSTRACT
This paper deals with overview of Occupational health hazards and safety in Chemical industry. And it
outlines to the occupational health and safety and importance of the occupational health and safety. And this
paper also makes a special note on Occupational health Hazards and the potential risks to the health and
safety those who work in chemical industry risks such as Physical, Biological, Psychological and
Ergonomics are exposed to at the workplace.
Keywords: Occupational Health, Hazards, Safety, Potential risks
INTRODUCTION
Occupational health and safety defined by the world health organisation (WHO) “Occupational health deals
with all aspects of health and safety in the workplace and has strong focus on primary prevention of
hazards”. Since 1950, the International Labour organisation (ILO) and the World health organisation (WHO)
have shared a common definition of occupational health. It was adopted by the joint ILO/WHO committee
on occupational health at its first session and revised at its twelfth session in 1995.
Occupational health and safety is a discipline with a broad scope involving many specialized fields. It should
aim at
 The promotion and maintenance of the highest degree of physical, mental and social well-being of
workers in all occupations
 The prevention among workers of adverse effects on health caused by their working conditions
 The protection of workers in their working environment from risks resulting from factors adverse to
health conditions
 The placing and maintenance of workers in an occupational environment adopted to physical and mental
requirement
 The International labour organisation (ILO) and WHO in 1950 jointly shared and adopted a common
definition in 1950 and revised 1995
OCCUPATIONAL HEALTH AND SAFETY IMPORTANT
Work plays a central role in people’s, since most workers spend at least eight hours a day in the workplace,
whether it is on plantation, in an office, factory etc., Therefore work environment should be safe and healthy.
Yet this is not the case for many workers. Every day workers are faced with health hazards, such as
 Dust
 Gases
 Noise
 Vibration
 Extreme Temperature
OCCUPATIONAL HEALTH HAZARDS
Occupational health hazards refer to the potential risks to health and safety for those who work outside the
home (major 2009). Employees have suffered from these hazards and they have been exposed to at
workplace. Workplace hazards are diverse in nature in different settings. Hazards are moderate health risk
industries ad it accompanies many service and people from diverse professions. It’s a service delivery
industry, of high work demand profoundly reliant on staff for efficient delivery of services (Sadleir, 2010).
There are Five Types of Health Hazards in Chemical Industry

o Biological
26
o Physical
o Psychological
o Ergonomics
o Psycho sociological
Occupational health Hazards will be measured in terms of non-supportive working environment that can
cause harm if not controlled in a proper way.
POTENTIAL HEALTH HAZARDS IN THE CHEMICAL INDUSTRIES
Chemical industry has to identify the hazards, assess the associated risks and bring the risks to tolerable level
in a continuous basis. Chemical industry having a hazardous operation has considerable safety risks for
workers (Pinthankar, 2011).
STUDIES ON OCCUPATIONAL HEALTH AND SAFETY
N.A. Siddiqui, Sadeep Madhwal, Abishek Nandan (2014), have studied that the Assessment of Occupational
Health, safety and environmental Problems in Chemical Industries of Uttarakhand, safety and Safety &
Health in chemical industries are a vital issue in achieving productivity and an edge in the competitive world.
This paper is an effort to present the various factors governing the safety and Health of chemical industries
with a special focus on air quality, water quality, noise, light intensity monitoring, fire safety and safety
audit. This paper has mentioned the issues arise from the industry, which can lead to incident or hazard in it.
It has raised psychological issues such as occupational safety, safety attitudes, safety climate and
environmental problems in the chemical industries of Uttarakhand. The study will also help in development
of standard checklist and safety training required for the specific industry. Random sampling techniques
were applied to this study and 150 questionnaire were collected, qualitative dare were used. The results
concluded that the respective industries for improving their environment, health & safety performance and in
reducing number of accidents.
B.W Osungbemiro, O.A. Adejumo, A.A Akinbodewa and A.A. Adelosoye (2016), have found that the
assessment of occupational health and safety and Hazards among government health workers Ondo City, that
the study to identify common occupational hazards and to determine the associate between profession and
the experience level of awareness Healthcare workers (HCW) in Ondo city. This study and comprised out of
136 (39.47 per cent) males 209 (60.4 per cent) females. About the 85 per cent respondents were aware of
OHS and undergraduate training was the major sources of awareness in 177 (51.3 per cent). The common
hazards identified 244(77.7 per cent). Descriptive cross-sectional study was pull of the study. Frequency
(percentage) and chi-square test analysis was applied to this study. This study found that the majority of the
government health workers in Ondo had high occupational safety measures despite high awareness of
Occupational Health and Safety (OHS). Clinical health workers and health workers with than 10 years’
experience had better awareness of OHS.
Teklit Gebregiorgis Ambye (2015), has pointed out that stratified that the Occupational Risks and hazards
exposure, Knowledge of Ocuupational Health and safety Practice and safety Measures among workers of
Sheba Leather Plc, Wulkro, Tigray Ethiopi, A close-ended questionnaire adapted and the questionnaire
carried out the four sections,
i. Socio demographic characteristics
ii. Occupational risks and hazards exposure
iii. Knowledge of Occupational health & safety practices
iv. Safety precautionary
And Convenience sampling method was used to the recruit of 231 workers at the sheba leather company Plc
maiduguri, Chi-Square and Percentage analysis test were carried over the study. In the study was revealed
that the more than a quarter of the workers were exposed to the high occupational risks & hazards exposure
among workers at the Sheba Leather Company Plc. And, the workers had a good knowledge of occupational
health and safety practices, safety precautionary measures, Personal Productive Equipment (PPE). Minimize
the level of Occupational hazards.
27
R. Muthuviknesh, and K. Anil Kumar (2014), have explained that “Effect of Occupational Health and Safety
Management on Work Environment: A Prospective Study”, carried out that workplace safety is a most
important thing and necessary to encourage the employees in various level of organisation, and the aimed at
the study was occupational health and safety system include fostering a safe and healthy work environment,
occupational health and non occupational safety included that the activity outside of the work. And the study
mainly focused on the effect of OHS management on the working environment and health. The qualitative
research study has been used and the interview scheduled method was carried out. The descriptive research
design was adopted for this study. And Non-probability sampling method was applied. Convenience
sampling technique has been undertaken for the collecting the samples. There are 100 sample have been
collected. Percentage analysis was the method to represent raw streams of data as a percentage It overall
outline of the study was majority of the employees perceive the presents efforts taken on safety measures and
working environment.
Ibrahim Oluoch, Paul Niogu, Jared O.H. Ndeda (2017), have found that the Effects of Occupational safety
and Health Hazards’Exposure on Work Environment in the Water Service Industry within Kisumu Country-
Kenya, this study was taken ad a descriptive research method and qualitative data techniques have been used
and interview schedule had been contacted. Descriptive statistical tools will be applied, frequencies,
percentage, mean, standard deviation were used. The results shows the employee working in the water sercie
industry in Kisumu country were exposed to hazards and risks and the both biological and chemical risks are
high and major water sector while Ergonomics, physical psychological risks are minor but are likey to
happen. It was inferred that there is relationship between exposure to Hazards and risks and working
environment. If the exposure to hazards and risks are reduced then the work environment would improve.
Sadaf Javed and Tehmina Yaqoob (2011), explained that the Gender based Occupational Health Hazards
among Paramedical Staff in Public Hospitals, in this study applied that the quantitative techniques and used
to find out the gender difference in exposure to occupational health hazards. And the 120 paramedics are
taken by the sample size and 60 was male and 60 was female. And this study was considered of two phases,
Phase for development of questionnaire and Phase II was testament of hypothesis and fulfilment of
objectives. Self designed questionnaire were used to this study and of 38 items have been used. The
reliability test was used to the study. Otherwise both physical and psychological factors are influencing the
paramedical staff’ and physiological hazards are influencing paramedic’s health more as compared to
psychological health hazards. Hypothesis test was essentially used to finding the females are facing more
occupational health hazards as compared to the males. Females are more influenced to the stress, tension,
and depression as compared to the physiological hazards.
Najaf Shah et.al. (2015), studied that the Assessment of the workplace Condistions and Health and safety
Situation in Chemical and Textile industries of Pakistan, this study taken as a risk assessment tool and
through the qualitative and quantitative assessment methods. The effluents and gases emissions in the textile
and chemical mills of Faisalabad were monitored. And the results were indicated the working conditions in
the work place were not conducive for maximum productive and there was a high risk that may be befalling
to the workers from multiple hazards exacerbated by inadequate physical conditions. Over all the
temperature, humidity, noise and light levels were either below or above the defined NEQS (National
Environmental Quality Standards) at multiple places in each industry. Workers were uniformed of th health
protocols at workplace and there is dire need to training and awareness regarding health and safety issues.
Olufunsho Awodele et.al. (2014), have stated that the Occupational Hazards and Safety measures Amongst
the Paint Factory Workers in Lagos, Nigeria, in this study total of 400 random sampling method were used to
the paint factory workers were involved in the study. And well-workers to elicit information on awareness to
occupational hazard, use of personal protective devices, and commonly experienced adverse symptoms,
urine samples were obtained from 50 workers and randomly selected from these 400 participants, and the
concentrations of the heavy metals such as lead, cadmium, arsenic, and chromium were determined using
atomic absorption spectroscopy. In these connections represents the results was 72.5 per cent of the
respondents are aware of the hazards associated with their jobs, 30 per cent have a formal training on hazards
and safety measures; 40 per cent do not use personal protective devices, and 90 per cent of the respondents
reported symptoms relating to hazards exposures. There was significant of p value was less than 0.05 and
28
increase in the mean of heavy metal concentrations in the urine samples obtained from paint factory workers
as compared with nonfactor workers. This study concluded that the need to develop effective frame workers
that will initiate the integration and ensure implementation of safety regulations in the paint factories is
evident.
CONCLUSION
This study concluded that the effects of Occupational health hazards and improving the safety practices of
the chemical industries. In this connection concerned with the occupational health hazards and health safety
defined by the hazardous processes, materials, or environmental conditions are associated with the
workplace. Potential chemical hazards in the Industries during the chemical industries are like fire,
explosions, Toxic release, Short Circuiting, Chemical/gas leakage or reaction these are all the chemical
hazards affected by occupational health, safety to the chemical industry.
REFERENCE
 Sadleir, B. (2010, may 11). Environmental and Occupational Health Issues in Hospitals Retrieved May
11, 2010, from www.tropmed.org/rreh/voll_2.html
 N.A. Siddiquia, Sandeep Madhwala, Abhishek Nandana (2010), “Assessment of Occupational Health,
Safety & Environmental Problems in Chemical Industries of Uttarakhand ”, international journal on
occupational health & safety, fire & environment – allied science, ISSN 2349-977x, vol. 1 issue 1 july-
sept,2014 (020-022)
 B.W Osungbemiro, O.A. Adejumo, A.A Akinbodewa and A.A. Adelosoye (2016), “Assessment of
Occupational Health Safety and Hazard among Government Health Workers Ondo City, Southwast
Nigeria”, British Journal of Medicine & Medical Research 13(8): 1-8, 2016, Article no. RJMMR. 23620,
ISSN: 2231-0614, NLM ID: 101570965, SCIENCEDOMAIN International, www.sciencedomain.org
 Teklit Gebregiorgis Ambye (2016), Occupational Risks and hazards exposure, Knowledge of
Ocuupational Health and safety Practice and safety Measures among workers of Sheba Leather Plc,
Wulkro, Tigray Ethiopi, MOJ Public health 2016, 4(2): 00074. DOI: 10 15406/mojph.2016.04.00074.
 R. Muthuviknesh, K. Anil Kumar (2014), “The Effect of Occupational Health and Safety Management
on Work Environment: A Prospective Study” International Journal of Advance Research in Computer
Science and Management Studies, ISSN 2321-7782, Volume 2, Issue 6, June 2014, Available online at:
www.ijarcsms.com
 Ibrahim Oluoch, Paul Niogu, Jared O.H. Ndeda (2017), Effects of Occupational safety and Health
Hazards’Exposure on Work Environment in the Water Service Industry within Kisumu Country-Kenya,
IOSR Journal of Environmental Science, Toxicology and food Technology (IOSR-JESTFT) e-ISSN:
2319-2402, p-ISSN: 2399, Volume 11, Issue 5 Ver. 1 (May, 2017), PP 46-51 www.iosrjournals.org.
 Sadaf Javed Tehmina Yaqoob (2011), “Gender based Occupational Health Hazards among Paramedical
Staff in Public Hospital s of Jhelum, International journal of Humanities and Social Science, Vol. 1 No
3; March 2011,Centre to Promoting Ideas, USA,www.ijhssnet.com.
 Najaf Shah, Farhat Abbas, Yawar Abbas, Syed Ali Haider, Qasim Khan, Bosheen Asghar, Sifat Noor,
Syed Naeem Abbas, Nawazish Ali, Attared Ali (2015), “ Assessment of the Workplace conditions and
Health and safety situation i Chemical and Textile Industries of Pakistan, Science Jouranl of Public
Health 2015; 3(6): 857-864 Published online December 5, 2015
(http://sciencepublishinggroup.com/j/sjph) doi 10.11648/j.sjph.201503620. ISSN: 2328-7942 (Print);
29
A STUDY ON THE EFFECTIVENESS OF TRAINING WITH SPECIAL REFERNCE TO
FORTUNE ELASTOMERS Pvt. Ltd., CALICUT
S. V. Sreedevi1 and Dr. K. Tamizhjyothi2

Research Scholar and Assistant Professor2, Department of Business Administration, Annamalai University
1
ABSTRACT
Training is the process of identifying assuring and developing the employee through planned activities,
knowledge, skills and abilities the employees need to help to perform is the crowing of glory to ever
successful man and woman in the same was training programs are arrange to being out emitting.
The main objectives of the study are to assess the effectiveness of training program in the organization. To
identify the problem in the existing training program and offer the suitable solution to problem associated
with program.
The findings of this study are majority of the employees are starting that the training program are effective.
Majority of the employees are that reason for the training is effective for cope with latest technology in the
footwear industry, the suggestion provide for the organization are that exiting training system.
The structured questionnaire was used as a tool data collection to obtain required information. The random
sampling technique was used for conducting the survey. A sample size 50 employees was taken for the
purpose of research. After the survey was completed, the data was first sorted and then tabulated and
analysis b using various statistical tools likes percentage method, and chi-square method. This also made to
draw conclusion based on the research and presentable format of the report.
INTRODUCTION
Effective of career planning in an organization system will largely depend on the extent to which training
and development opportunities are made available to employees to enable them to realize their growth
potentials and made contribution towards achievement of organizational goals and integration can be
achieved only when training efforts era linked with organizational requirement and are carried out in
systematic manner throughout the organization.
Training activity is both focused upon, and evaluated against, the job that an individual currently holds.
Education activity focuses upon the jobs that an individual may potential hold in the future, and is evaluated
against those jobs.
`Training makes the new employees full productive in the shortest possible time. The main aim of training is
to cultivate a new attitude and behavior in human personality. It is possible through b implementing proper
training program given all things and opportunities equal training provides winning edge leads to success.
Manodip Ray Chaudhuri (1994) has revealed no matter how, when why training are conducted but the
effectiveness of training depends on the training method. Training always work in macro perceptive to help
the employees to acquire skills related to their work P.V.L. Raju (2001) has revealed on training need
analysis explains about an approach to identify the gap between the existing performance level in employees
and the desired level. Various possible dimensions (questions) the trainer should from, to make the need
analysis and training successful are offered in the article. A few value added activities like interviews and
questionnaire (data collection), and caution about the possible pitfalls in the process are discussed.
Jack Contessa (2005) has suggested that demonstrate like a bird’s eye view of the changing trends on
training approaches and methodologies the top ten trends observed b the American society. The advance in
training technologies and methodologies brings about a drastic change in effectiveness.
Noe.R.A (2004) has revealed it states that the trainees are unlikely to be motivated and put in extra efforts to
learn, unless they receive, perceive that the training will result in either improved performance on the job.
And also explains that the training is found to be effective in achievement of goals.
30
 Employee differs as individuals and they are working together for achieving goal of an organization. It is
not an easy task to management to make maximum productivity without giving training and development
programme to the employee
 The training and development programs of an organization are to increase the knowledge of the
employees. It also increase the productivity
 This research is conducted to stud the effectiveness of training and development programme in Fortune
Elastomers Pvt. Ltd. This report includes various methods of training and their impacts.
 This research also takes in to consideration methods adopted b the organization for handling training and
development system
 To stud whether the employee are satisfied by the training programme provided by the concern
 To stud whether various training and development programs were used to deliver training to the employee
 To analyze whether periodic evaluation and improvement of training process has been done in fortune
Elastomers Pvt. Ltd
 To assess the satisfaction towards training program
 To analyze the effectiveness of communication between trainer and employees
 To study employee’s view about the methods training adopted b the company
SCOPE OF THE STUDY
The study helps in understanding the way training is being done in the organization and its effectiveness after
the training program have being is conducted and the preferences in the training program among trainees.
NEED OF THE STUDY
 The study helps to know about the methods, factors etc which are included in the training process in the
organization.
 The study helps to find the employees level of performance at work after training, the variance in the
performance of employees before and after the process of training program.
RESEARCH METHODOLOGY
TYPE OF RESEARCH
The type of research used in this is Descriptive in nature. The aim of the descriptive research is describe
accurately the characteristics of particular individual situation or group, and to determine the frequency of
occurrence of such events. The type of study can properly present the statistical information and facts.
SAMPLE TECHNIQUES
A method of sampling that involves the division of a population into smaller groups known as strata. The
stratums are formed based on members’ shared attributes or characteristics. A random sample from each
stratum is taken in a number proportional in the stratum’s size when compared to the population. These
subsets of the strata are then pooled to form a random sample
POPULATION
Total Population is 1500
SAMPLE SIZE
The sample size is 50 from the total population
METHOD OF DATA COLLECTION
Method of data collection may be classified in to two broad senses. That is primary data collection and
secondary data collection.
31
PRIMARY DATA
The primary data are those which are collected a fresh and for the first time the data collection tool used in
this research is questionnaire. Questionnaire is nothing but systematic gathering of information from the
respondents. Based on the framed objectives questionnaire is prepared and it is distributed to the
respondents.
SECONDARY DATA
The Secondary data are those which have already been collected b someone else and which already have
been processed through the statistical process. Secondary data for this research are reports, journals and
booklets.
TOOLS USED FOR ANALYSIS
i. Percentage Method
Percentage refers to a special kind of ratio. Percentage are used in making comparison between two or more
series of data. Percentage is used to describe relations.
Percentage = Number of respondent / Total number of respondent*10
ii. Chi Square Test
Hypothesis is a tentative statement or proposal formulated to be tested describing relationship between
concepts. A hypothesis will reveal the relationship between two or more variables.
DATA ANALYSIS
CHI-SQUARE TEST ANALYSIS
Relationship between age of the employee and identified to perform present job only or future job
Observed Frequency
FACTORS 18-25 25-35 35-45 45-55 55 Above Total
Strongly agree 2 1 2 0 2 7
Agree 2 0 3 2 0 7
Neutral 3 2 2 0 3 10
Disagree 3 0 2 6 3 14
Highly disagree 3 2 5 0 2 12
Total 13 7 12 8 10 50
Expected frequency
Colum total * raw total / grant total
FACTORS 18-25 25-35 35-45 45-55 55 Above Total
Strongly agree 1.82 0.98 1.68 1.121 1.4 7
Agree 1.82 0.98 1.68 1.12 1.4 7
Neutral 2.6 1.4 2.4 1.6 2 10
Disagree 3.64 1.96 3.36 2.24 2.8 14
Highly disagree 3.12 1.68 2.88 1.92 2.4 12
Total 13 7 12 8 10 50
Null hypothesis (H0) : there is no relationship between age of the employees and benefits of the training
programme
Alternative hypothesis there is significant relationship between age of the employee and benefits of the
training programme in organization
CALCULATION OF CHI-SQUARE
O E (O-E)2 (O-E)2/E
2 1.82 0.0324 0.017
1 0.98 0.0004 0.00040
2 1.68 0.1024 .0609
32
0 1.12 1.2544 .1.12
2 1.4 0.36 0.2571
2 1.82 0.0324 0.0178
0 0.98 0.9604 0.98
3 1.68 1.7424 1.0371
2 1.12 0.7744 0.6914
0 1.4 1.96 1.4
3 2.6 0.16 0.0613
2 1.4 0.36 0.2571
2 2.4 0.16 0.2541
0 1.6 2.56 1.6
3 2 1 0.5
3 3.64 0.4096 0.1125
0 1.96 3.8416 1.96
2 3.36 1.8496 .5504
6 2.24 14.1376 6.3114
3 2.8 0.04 0.0142
3 3.12 0.0144 .0046
2 1.68 0.1024 .0609
5 2.88 4.4944 1.5605
0 1.92 3.6864 1.92
2 2.4 0.16 0.0666
X2 20.8155
Total x2 = 208155
Degree of freedom = (r-1)(x-1) = (5-1)(5-1) = 4*4 = 16
Level of significant 5 %
X2 0.0005 = 34. 267
Calculated value < tabulated value
20.8155 < 34.267
There for H0 accepted
LIMITATIONS OF THE STUDY
 Some of the respondents were not interested to fill the data.
 Scarcity of the time has also affected the study.
 Sometimes the respondent might not give the correct answer
 Some of the respondents are reluctant while answering the questions because of the busy of their work
schedule.
FINDINGS OF THE STUDY
 The age composition analysis shows that 44 percent of the respondents belongs to the age group of below
18-25 percent belong to the age group 25-35 years, 30 percent belongs to ears and 6 percent belongs to
above 55 years of age.
 Majority of the employees are from the early stage of company and no major recruitment were taken
thereafter.
 The analysis on respondent’s opinion based on present job and future job 70 percent of the respondent’s
agrees with the opinion and 30 percent strongly agree with the opinion that training identify to perform
present job and future job. Thus we can identify that training program identified to perform present job
and future job.
33
SUGGESTIONS OF THE STUDY
 Training helps employees increasing their performance which will bring them more financial benefits and
promotion. Employees should be motivated to participate whole heartedly in training program.
 The employees should be made use of while planning their training. Training should be related to the
previous background of trainees.
 There should be suitable organizational conditions for prevailing in the organization to be conductive to
the training program.
CONCLUSION
The study concludes that the present training system is effective to an extent in attaining the training
satisfaction on training. From the study it was found that most of trainees are satisfied with trainers
knowledge trainers response to the doubts and material provided to them most of them are satisfied with the
outcome of the training programmer such as increase in quality, performance communication skill etc.
It is also be noticed b the company that it should concentrate more on duration of the training, time
management attitude of the trainee, leadership, inter personal skill and planning attitudes of the trainee.
Overall the organization training has a positive feedback. The suggestion put forward ma help to frame a
suitable training system which may enhance the effectiveness of training program.
REFERENCE
1. Human Resource Management in practice - Srinivaskandula, Prentice Hall of India, 2005, New Delhi
2. A.K Nayak HRD Management – A Strategic Approach Commonwealth publishers, 1996
3. Jack Contessa article on “coping with the changing face of training” published on June 2005
4. www.vekesy.com
5. www.wikipedia.com
34
FARMERS PERCEPTIONS ON REPAYMENT OF LOAN IN INTUITIONAL BANKS: A
LITERATURE REVIEW
P. Ramachandran1, Dr. S. Pandian2 and Dr. R. G. Raj3

Research Scholar and Assistant Professor2, 3, Department of Business Administration, Annamalai University
1
ABSTRACT
The aim of the study to know the farmers’ perceptions on repayment of loan in intuitional banks. This paper
reviews the evaluation of major theoretical position of farmer’s perceptions towards repayment of loan. The
reviews illustrate that farmers were unable to repay the loan due to high interest rate, delayed farm output
and weak recovery efforts of the officials of Institution banks. We concluded that due to delay of farm output
the farmers’ lack to concentrate to repay the loan. Interest rate have impact the formers perceptions.
Keywords: Perception, Repayment, Loan, Bank, Interest.
INTRODUCTION
The importance of agriculture development in economic development is stressed due to the fact that
agriculture is the most popular sector of economy in the early stages of economic growth in most of the
countries. Agricultural development is a pre-requisite for industrial development in developing countries like
India. In the Indian economy agriculture contributes one third of national income. Credit is one of the critical
inputs for agricultural development. It capitalizes farmers to undertake new investment and/or adopt new
technologies. The importance of agricultural credit is further re-enforced by the unique role of Indian
agriculture in the macroeconomic framework along with its significant role in poverty alleviation.
I.F. Ayanda and O. Ogunsekan (2012) Farmers’ Perception of Repayment of Loans Obtained from Bank of
Agriculture, Ogun State, Nigeria In this study simple random sampling were utilized through farmers who
obtained loan from Bank of Agriculture, from Abeokuta south, Abeokuta north, Odeda and Obafemi Owode
LGAs respectively. One hundred and twenty (120) copies of structured interview schedule were
administered with the assistance of the officials of BOA and the researchers. Both inferential (Pearson
Moment Correlation) and descriptive statistical tools (frequency count, percentages and tables) were used to
analyze the data. The result found that loan facilities from BOA is a good source of capital to the farmers and
it has the potential to create employment for the educated youth and female folks of the rural areas and thus
reduce rural to urban migration, and also the farmers were unable to repay the loan due to high interest rate,
delayed farm output and weak recovery efforts of the officials of BOA.
Adebayo and Adeola (2008) reported that farmers relied on loan from informal sources with cooperative
societies being the most popular source. The report indicated that payment for labour wages consumed the
larger percentage of the credit obtained by most of the farmers.
Fakayode et al. (2010) reported that the loan beneficiaries were young and the sum disbursed to each
beneficiary was small resulting into low gross margin from cropping activities. In addition loan was not
timely granted while the efficiency of methods employed by the bank as regard to loan supervision was
scored low. Therefore, a need for credit for agricultural purposes was essential. In pursuance of this, credit
schemes were put in placeto increase the access of farmers to credit facilities so that food and cash crop
production would be increased.
Armah and Park (1998) opined that unless substantial recoveries are made from overdue debts, not only will
lending institutions be unable to issue out further loans, there might also be difficulties in meeting legal
obligations. Loans obtained from these credit institutions become burdensome to borrowers and seem
irresolute to the credit institutions. Therefore, for easy accessibility of loans by farmers regular repayment of
loans is important.
Ratnajyoti Dutta (2016) This paper emphasis that application of information technologies via mobiles, SMS
alerts, Portals can empower farmers for all kharif (Summer) crops, for all Rabi(Winter) crops. Technology
aided information flow empowers a farmers as to when to expect rainfall and also where to store produce
35
after harvest. This study gives importance farmers awareness programmes are run on regular basis through
multi-media platforms.
Seena P.C (2015) This paper describes the management of agricultural credit in India and the impact of
various Banking sector reforms on agriculture. She concluded that performance of agriculture credit in India
revels that though the overall flow of Institutional credit has increased over the years, There are several gaps
in the system like inadequate provision of credit to small and marginal farmers, limited deport mobilization
and heavy dependence on borrowed funds. Efforts are required to address and rectify these issues.
K. Baby (2014) researcher examined that credit is an input process of development. Agricultural finance is a
very important aspect to the farmers Lack of access to finance is a key impediment to farmers in improving
the efficiency of their productions and adopting better technologies. He says that “Indian farmer is born in
debt, lives in debt and dies in debt”.
METHODOLOGY
The study was carried out for the perception of famers towards the repayment of loan in intuitional bank.
This study targets the farmers who are utilizing agriculture loans through banks. We have reviewed the
evaluation of theoretical position and ideological interpretation of repayment of loan to demonstrate
perception of farmers.
DISCUSSION AND CONCLUSION
In this paper we have revisited the issues of repayment of loan with a view to farmers’ perception its
relevance in the uses of agricultural bank loans. We have reviewed the evolution of major theoretical
position and ideological interpretation for the farmers’ perception towards repayment of agricultural loan in
banks. The reviews illustrate that farmers were unable to repay the loan due to high interest rate, delayed
farm output and weak recovery efforts of the officials of Institution banks. We conclude that due to delay of
farm output the farmers lack to concentrate to repay the loan and also interest rate have effects the farmers’
perceptions.
REFERENCE
 Armah B, Park TA 1998. Agricultural Bank Efficiency and the Role of Managerial Risk Preference.
Paper Presented at the American Agricultural Economics Association Annual Meeting,August 2- 5, Salt
Lake City, Utah, pp.1- 16
 Adebayo OO, Adeola RG 2008. Sources and uses of agricultural credit by small scale farmers in
Surulere Local Government Area of Oyo State, Nigeria. Anthropologist, 10(4): 313-314.
 Fakayode SB, Adewumi MO, Salau SA, Afolabi OA 2009. On-lending credit scheme to crop farmers in
Nigeria. An appraisal of Ekiti Agricultural Credit Agency (ESACA) Scheme. Journal of Agricultural
Bio-technology and Ecology, 2(3) 286-294.
 I.F. Ayanda and O. Ogunsekan (2012). Farmers’ Perception of Repayment of Loans Obtained from
Bank of Agriculture, Ogun State, Nigeria. J Agri Sci, 3(1): 21-27.
 Ratnajyoti Dutta (2016) : “Farm productivity through information flow Kurukhetra, a journal on rural
development”, Vol. 64 No. 4 Page 52.
 Seena P.C (2015): “Management of agricultural credit and impact of Indian banking sector reforms on
agriculture” International review of research in emerging markets and global economy Vol. 1, Issue 3.
 K. Baby (2014): “Sources of rural credit”- Kurukshetra, A journal on rural development. Vol. 63 No. 1
Page 52
36
DRIVERS PERCEPTION TOWARD ENGAGEMENT IN VILLUPURAM DIVISION AT TAMILNADU
G. Santhana Lakshmi1 and Dr. D. Senthil2

1
ABSTRACT
The purpose of this research is to examine the drive’s engagement of Villupuram division depots in Tamil
Nadu, India. Descriptive research method is particularly suited to explore questions regarding the driver.
The sample size is 369 based on the formula. The researcher has applied simple random sample method to
collect the questionnaire. It is found that the attachment to the job, agreeableness, and emotional stability,
openness to experience, achievement orientation and self-efficacy are positive relationship with satisfaction
of the drivers.
Keywords: Engagement, Attachment, Emotional and Satisfaction
INTRODUCTION
Organizations drive engagement by pro-actively leveraging three sources of influence for change:
employees, leaders, organizational systems and strategies These are three drivers work in concert to build an
engaging work environment. Although engagement has multiple drivers, the ultimate ownership of
engagement rests within the individual employee. Organizations hoping to drive engagement must tap into
employees’ passion, commitment, and identification with the organization Bullock (1952). This is
accomplished by having the right employees working in the right jobs, which is our first engagement driver.
When we say the right employees we mean that individuals have the skills to do the job and that their jobs
tap into their personal motivators. Organizations can ensure high job fit by effectively deploying employees’
talents when making selection, placement, and promotion decisions. Research has repeatedly shown that
when job fit is high, an employee performs better and is more likely to stay with the organization. In
addition to having a motivational match, some employees are more likely than others to be inherently
engaged in their work. This driving engagement levels because organizations can benefit from hiring
employees with a greater tendency for engagement before they even begin to work.
According to Macey and Schneider (2008) measuring engagement is difficult as it involves assessing
complex feelings and emotion. Engagement has been used to refer to a psychological state (e.g.,
involvement, commitment, attachment, mood), performance construct (e.g. either effort or observable
behaviour, including pro-social and organizational citizenship behaviour), disposition (e.g. positive affect),
or some combination of the above (Macey and Schneider, 2008). Over the years, researchers have measured
employee engagement by using three different approaches, namely engagement as a description of
conditions under which people work, engagement as a behavioural outcome, and engagement as a
psychological presence. Some people have a set of personal characteristics regardless of their jobs that
correlate with higher levels of engagement and seven job families correlating a number of our proprietary
test items with employee engagement survey scores
JOB SATISFACTION
Job satisfaction survey was measured by Hackman and Oldsham (1975). They using five items the job
diagnostic survey because a facet approach can provide a more complete picture of an individual’s job
satisfaction that a global approach and an individual can have different feelings about the various facets of
the job. The term job satisfaction was brought to lime light by Hoppock (1935). Job satisfaction is the
combination of two words such as job and satisfaction. The word job means work / occupation and position
have been used interchangeably, whereas satisfaction is related to the fulfillment of needs. Hence, job
satisfaction may be a feeling of satisfaction in which the employees achieve of gains from their job what they
expect from it to satisfy the needs. Hoppock (1935) stated that a job satisfaction is a combination of
psychological, physiological and environmental factors that make employee to admit, they satisfied with
their job. It has also been defined as the end state of feeling.
The concept of job satisfaction is a comparison with one covering attitudes of an employee’s towards various
job factors. Bullock (1952) viewed that job satisfaction is an attitude which results from a balancing
37
summation of many specific likes and dislikes experienced in connection with the job. Smith (1955)
considered job satisfaction as an employee’s judgment of how well his job has satisfied his various needs.
Blum and Naylor (1968) viewed that job satisfaction is the result of various attitude possessed by an
employee related to the job and to the many specific factors on the job. Locke (1970) stated that job
satisfaction as the pleasurable emotional state resulting from the perception of one’s job as fulfilling ones
important job values, provided these values are comparable with ones need
STATEMENT OF PROBLEM
Individual reacts to actions and decisions made by the organizations every day. An individual’s perceptions
of these decisions as fair or unfair can influence the individual’s subsequent attitudes and behaviors. Fairness
is often of central interest to organizations, because the implications of perceptions of non-involvement can
impact job attitudes and behaviors at work. Engagement in organizations can include issues related to
perceptions of commit work and increase productivity.
METHODOLOGY
The purpose of this research is to examine the driver engagement of Villupuram division depots in Tamil
Nadu, India. Driver engagements are considered as a dependent variable. Nunnly (1979) Descriptive
research method is particularly suited to explored questions regarding the driver. There are 11 depots in
Villupuram division. The respondents have considered those are having employed in drivers in Villupuram
division. There are 11 depots, there are 1758 drivers working at present under the depots data (October,
2018). The researcher has applied simple random sample method to collect the questionnaire. Researcher has
determining a sample is 352 but the researcher has collected 5 % extra for standard error. Finally the
researcher has collected 369 samples.
Table-1: Drivers Perception Towards Engagement
Engagement Mean S.D
Attachment to the job 4.19 0.92
Agreeableness 3.91 0.93
Emotional stability 3.94 1.07
Openness to experience 3.93 0.97
Achievement orientation 4.03 1.08
Self-efficacy 3.85 1.18
Source: primary data computed
Table 4.3 explains the drivers perception toward engagement. The mean values, it is observed that
attachment to the job (4.19), agreeableness (3.91), emotional stability (3.94), openness to experience (3.93),
achievement orientation (4.03), and self-efficacy (3.85). It is found that job attachment, achievement
orientation, emotional stability, experience and self-efficacy are strong drivers perception toward
engagement.
Table-2: Relationship Between Engagement and Job Satisfaction
Job Satisfaction
Engagement
r-value P-value
**
Job Attachment 0.379 0.001
**
Agreeableness 0.290 0.001
**
Emotional stability 0.533 0.001
**
Openness to experience 0.346 0.001
**
Achievement orientation 0.278 0.001
**
Self-efficacy 0.433 0.001
Source: primary data computed; *significant at five percent
38
The engagement was significantly correlated to these six factors like attachment to the job, agreeableness,
and emotional stability, openness to experience, achievement orientation and self-efficacy. It is found that
the attachment to the job, agreeableness, and emotional stability, openness to experience, achievement
orientation and self-efficacy are positive relationship with satisfaction of the drivers.
CONCLUSION
The purpose of this research is to examine the driver engagement of Villupuram division depots in Tamil
Nadu, India. Descriptive research method is particularly suited to explored questions regarding the driver.
There are 11 depots, there are 1758 drivers working at present under the depots data (October, 2018). The
researcher has applied simple random sample method to collect the questionnaire. It is found that the
attachment to the job, agreeableness, and emotional stability, openness to experience, achievement
orientation and self-efficacy are positive relationship with satisfaction of the drivers.
REFERENCE
1. Bullock, R.P. (1952). Social Factors Related to Job Satisfaction. Research Monograph, 70 Hackman and
Oldsham,(1975).
2. Professional association participation: An application an extension of labor union models. Paper
presented at the annual meeting of the Society for Industrial and Organizational Psychology. Hoppock
(1935).
3. Job Satisfaction. New York, Harper and Brothers. Macey and Schneider (2008),
4. Workers, Factories and Social Change in India. Prince town, New Jersey: Prince town University Press
Nunnly (1979) Reliability Analysis in the Methodology. willy. Smith, F.J. (1976).
5. Engagement, Organizational Commitment and Managerial Turnover: A Longitudinal Study.
Organizational Behaviour and Human Performance, 15, 87-98. Locke (1970),
6. Employees Engagement and Satisfaction. Journal of global and management, 8 (4). 40-54 Blum and
Naylor (1968),
7. Job Satisfaction and Organizational Citizenship Behaviour. Journal Human resource practices 5 (6).
39
OPERATIONS MANAGEMENT
A. Latha1, Dr. A. Balamurugan2 and Dr. P. Thirumoorthi3

1
Assistant Professor3, Department of Business Administration, Periyar University, Salem
ABSTRACT
This paper reviewed an important area in managing a firm. It can be defined as the area of Management
related to design and operation of business processes in production of goods and services. Since all
companies have operation is certain way to create an optimal output from various input services whether it
be manufacturing physical products and services, It is good to be familiar with the basics of managing these
operation.
Keywords: Operation Management, Total Quality Management, Quality Policy, Quality objectives
SCOPE OF THE STUDY

Operations is one of the major function in an organization along with supply chains, marketing, finance and
human resources. The operation function requires management of both the strategic and day to day
production of goods and services.
In managing manufacturing or services operations several types of decisions are made including
1. Operations strategy
2. Capacity
3. Facilities Planning
4. Production Planning
5. Inventory Control
Each of these requires an ability to analyze the current situation and find better solution to improve the
effectiveness and efficiency of manufacturing of service operations.
2. OBJECTIVES
While determining the quality objectives, Power stations has decided the following activities related to
achievement of quality objectives
1. What will be done?
2. What resources will be required?
3. Who will be responsible?
4. When it will be completed?
5. How the result will be evaluated?
While establishing the quality objectives, Power stations has considered the following
1. Consistent with the Quality Policy
2. Measurable
3. Take in to account applicable requirements
4. Relevant to conformity of products and services and to enhancement of customer satisfaction.
5. Monitored
6. Communicated
7. Updated as appropriate
40
3. RESEARCH DESIGN
These are a number of tools and techniques that can be used by managers to improve the effectiveness and
efficiency of business operations. These include total quality management and business process
reengineering.
Total Quality management strives to improve customer satisfaction by improving quality. Business process
reengineering strives to improve the effectiveness and efficiency of the various processes within an
organization.
Just in time manufacturing include having the required inventory when it is needed for manufacturing and
reducing lead times and setup times. This process, also allows the organization to determine and continually
improve productivity.
4. ACTIVITIES
To make “PRODUCT” plant of some kind is needed. This will comprise the bulk of the fixed assess the
business.
Marketers in a business most ensure that a business sells products that meet customer needs and wants.
Therefore, has considered the following concerns areas
1. Performance
2. Quality
3. Quantity
4. Reliability and durability
5. Production Costs
6. Delivery period.
5. CONCLUSION
Operation management is a key business process in any organization, whether it deals in products and
services. The principles of operation management and their implementation differ in these industries. In
recent trends it has been seen that a clean distinction between products and services and most business how
offer a combination of products and services to their customers. Thus Products and services are clearly
emerging as an unified entity operations management will prove to be an integral business process and draws
from multiple disciplines in order to optimize the effectiveness of operations within organization and its long
term goals and to develop a plan to use the organization resources.
41
RELATIONSHIP AMONG OCCUPATION AND SUSTAINABLE COMPETITIVE POSITIONAL
ADVANTAGES OF NATIONAL DAILIES
Dr. C. Kathiravan
Assistant Professor, Department of Business Administration, Annamalai University
ABSTRACT
This idea draws upon the writing of modern financial matters and key administration so as to pick up a
superior comprehension of how an organization working in business sectors may accomplish and continue a
competitive advantage. This investigation intends to comprehend the connection among Age and SCPA
Score of National Dailies in Tamilnadu. For this reason, 1000 Perusers of various piece of Tamilnadu
fundamental urban communities are picked. The aftereffects of the examination affirmed a beneficial
outcome of connection among Age and SCPA of National Dailies.
Keywords: Competitive Advantage, Sustainable, Positional Advantage, Sustainable Competitive
Positional Advantage.
INTRODUCTION
A paper is a composed distribution containing news, data and notice, as a rule imprinted on minimal effort
paper called newsprint. These are regularly distributed every day, and they more often than not concentrate
on one specific geographic territory where the greater part of their perusers live. The requirement for news is
general. News' appetite is major in human instinct, and it is a normal for social individual, regardless of
whether they are aware of it or not. There is a craving for news about how other individuals live and act, not
in an additional customary circumstance, yet in like manner life. There is likewise regularly a longing for self
– improvement an enthusiasm for the obtaining of information about the things that are going on the planet,
for example, wants for news-originating from individuals of all dimensions of insight, interests and tastes.
Essentially, the requirement for news and papers emerges out of the requirement for data or correspondence.
Papers frequently include article on political occasions, wrongdoing, business, workmanship, amusement,
society and sports. Most customary papers additionally include an article page containing sections, which
express the genuine beliefs of scholars. Strengthening segments may contain publicizing, funnies, coupons
and other printed media. A wide range of correspondence needs are worried about conveying thriving and
satisfaction to the humankind. The paper, as an item has all round effect on social, political, monetary and
social on a definitive client of the item as not the same as that of other purchaser items. Regardless of
ongoing misfortunes available for use and benefits, the papers are as yet the most famous outlet for news and
different sorts of composed news-casting.
Paper has everyday issues, climate, promotion, faultfinder audit, publication, stimulation and so forth section
covering a wide range of data about the happenings and offers in and around the world. Everyday issues
section covers news identified with the working of different govt. what's more, its united offices. Climate
section gives data about the climate conjecture made by the metrological office alongside estimation
precipitation and temperature of the different overall urban communities.
SUSTAINABILITY OF COMPETITIVE POSITIONAL ADVANTAGE
There are four factors utilized for the improvement of idea on SCPA, for example, significant, uncommon,
supreme, and non-substitutable. The main criteria 'significant' implies that the paper is of incentive to the
peruser. The second criteria of manageability 'uncommon' demonstrate that it isn't either accessible in like
manner or effectively acquired. The third criteria 'Incomparable' implies that it can't be effectively imitated
or duplicated by contenders. The last criteria of supportability ' non-substitutable' implies that shoppers can't
or won't substitute another item or trait for the one giving the firm competitive advantage.
COMPONENTS OF SCPA FOR ENGLISH DAILIES
There are nine segments of English dailies utilized in the investigation of SCPA, for example, value, news
substance, notice substance, inspirations, inhibitors, quality, picture, development and administration
magnificence. Cost is indicated as costly, esteem for cash, cost-twice and important. 'New substance's is
confirmed through recounting stories, new thoughts, stories and more space for uncommon news. Ad content
42
is related to ads which are not skipped, uncommon, shopping data and grouped profitable ones for perusers.
Sparks' segment is characterized to check the perusers whether they require additional exertion, to finish,
same time ordinary covering things to have new perusing knowledge. In actuality, inhibitors part is seen
among perusers who favor less pages, news on the web, consider it as work since it is extremely difficult to
peruse as go along. Nature of English dailies is concentrates to know the feeling of perusers on brilliant
nature of paper, ink, type, measure, print quality, shading, pictures; top to bottom articles, precision of news
and mirroring any wrong messages. Picture part is distinguished dependent on the impression of individual
convictions and qualities, simple to discover the data required, mindful glory of perusers. The advancement
segment is confirmed utilizing the design, perplexes, jokes, e-paper, key stories, thoughts, more brilliant
substance and spots to go in the imaginative organization. The last part administration magnificence is
considered with the condition and fulfilment of membership, conveyance of paper, exactness of bill, cost of
home conveyance and on time conveyance of English dailies.
In the contemporary, competitive advantage has been accomplished in an intricate and changing condition by
the persistent advancement of learning. A base for differential advantage as mechanical, legitimate, and
topographical (Alderson, 1965). The scientist has proposed four techniques for accomplishing differential
advantage, for example, division, specific interests, exchange, and separation. Organizations accomplish
either the least expense or the most separated position (Lobby, 1980). The possibility of competitive
advantage isn't new, what's going on is the developing acknowledgment of this arranging idea as a general
reasoning of the executives (Stephen E, South, 1981).
RESEARCH GAP AND OBJECTIVES
It is distinguished that there is hole in the idea of competitive advantage through consolidating sustainable
competitive advantage and competitive positional advantage. It is named as hypothesis of sustainable
competitive positional advantage (SCPA). It is characterized as the maintainability of rivalry dependent on
significant, uncommon, supreme and non-substitute nature of segments, for example, value, news substance,
ads, inspirations, inhibitors, quality, picture, advancement and administration brilliance qualify English
dailies sustainable competitive positional advantage. The investigation is structured and created as a
hypothesis to help arranging of showcasing methodologies. To depict the sustainable competitive positional
advantage of English Dailies because of cost and separation dependent on Occupation.
METHODOLOGY
The examination depends on multistage testing utilizing state level regions as gathering. The straightforward
irregular testing technique for likelihood examining of "lottery strategy" was followed in the third phase of
distinguishing test respondents. In Tamilnadu, among the thirty locale, the analyst chose five regions, for
example, Chennai, Madurai, Trichy, Virudhunagar and Cuddalore. Amid the way toward setting up an
example outline, from five locale, in light of the financial characterization one town under every five classes
of towns was chosen. So as to build up the likelihood, straightforward arbitrary inspecting of a lottery
strategy for a fortunate draw was utilized. The scientist has by and by attracted 220 attracts to recognize the
personality number of endorsers. The delegate test respondent were reached by the field specialists under the
supervision of operator just as the analyst. Altogether 1100 respondents were by and by reached to get an
example size of 1000. In each town, three hundred endorsers were disseminated with the poll. For the
investigation out of all the filled surveys, 200 polls were utilized for further examination from every town to
a sum of 1000 respondents
Table-4.6.1.4b ANOVA for Occupation group of respondents on the variable of SCPA
S. Sources of Sum of Mean
Variable df F Sig.
No. Variation Squares Square
Between Groups 5500.91 2 2750.45 10.21** 0.00**
Over All
A Within Groups 268409.24 997 269.21
SCPA
Total 273910.15 999
Between Groups 151.30 2 75.65 7.08** 0.00**
Price
B Within Groups 10647.57 997 10.68
Total 10798.87 999
43
Between Groups 5175.117 2 2587.55 12.45** 0.00**
Differentiatio
C Within Groups 207154.162 997 207.77
n
Total 212329.279 999
News Between Groups 279.28 2 139.64 13.52** 0.00**
C1 Content Within Groups 10292.09 997 10.32
Total 10571.37 999
Advertiseme Between Groups 996.70 2 498.35 31.71** 0.00**
C2 nt Content Within Groups 15667.19 997 15.71
Total 16663.90 999
Between Groups 648.05 2 324.02 25.82** 0.00**
Motivator
C3 Within Groups 12511.37 997 12.54
Total 13159.43 999
Between Groups 57.36 2 28.68 1.84 NS 0.15NS
C4 Inhibitor Within Groups 15519.23 997 15.56
Total 15576.59 999
Between Groups 508.79 2 254.39 24.53** 0.00**
C5 Quality Within Groups 10339.48 997 10.37
Total 10848.28 999
Between Groups 237.01 2 118.50 11.47** 0.00**
C6 Image Within Groups 10297.38 997 10.32
Total 10534.40 999
Between Groups 50.52 2 25.26 2.00 NS 0.13NS
C7 Innovation Within Groups 12590.67 997 12.62
Total 12641.19 999
Between Groups 6.95 2 3.47 .28 NS 0.75 NS
C8 Service Within Groups 12074.34 997 12.11
Total 12081.29 999
Source: Primary Data NS Not Significant; * Significant at 0.05 level; ** Significant at 0.01 level
25
20
15 Employed
Business
10
Un employed
5
0
e t nt r r y e
ic en at
o to lit ag tio
n ce
Pr
t
nt
e bi ua vi
on co ti v hi Q Im va Se
r
s
C t M
o In no
en In
ew m
N se
r ti
ve
Ad
Note: The highest mean of SCPA score of specific category alone included
RESULT AND DISCUSSION
Occupation of newspaper reader
Mean and S.D for Occupation of respondents on the Variable of SCPA are determined and tabulated in table
4.6.1.4. ANOVA for Occupation group of respondents on the Variable of SCPA are determined and
44
tabulated in table 4.6.1.4. The study of comparative mean of reader behavior score for the three different
categories of readers based on their occupation have shown varying results within and between the
occupation groups of readers. Readers belonging to both groups in the employed persons and unemployed
youth were found to have a similar scoring pattern with that of overall assessment of SCPA score. The last
category of a reader who is a business owner found to be varying in the scoring pattern of some components
like price and motivator.
In the same category of readers, it was found that their behavior mean score of price of SPA falls under the
high score category which was reported as a medium score in the overall assessment. Similarly, the mean
behavior score of readers for motivator dimension was found to have a medium score which is reported to be
high in the overall assessment.
The result of the study shows that the mean score of SCPA and it components vary across the different
categories of National Dailies readers based on their occupation with the overall score of SCPA and its
components. In order to test the observed variation with the expected variation in the mean scores of SCPA
and its components, a null hypothesis has been proposed.
H0: Means of SCPA scores of National Dailies readers based on their occupation are not significantly
different from the mean of overall SCPA scores.
HA: Means of SCPA scores of National Dailies readers based on their occupation are significantly different
from the mean of overall SCPA scores.
It has been found that F value arrived from F-Test is 10.21 & the ‘p’ value for the level of significance is
0.00. As the ‘p’ value is less than 0.05, it indicates that there are significant associations between mean
overall SCPA scores of readers and their occupation. The test of a hypothesis indicates that null hypothesis
has to be rejected and in turn the alternate hypothesis is accepted. Therefore, the means of SCPA score of
National Dailies readers’ based on their occupation is significantly different from the mean of overall SCPA
score of the National Dailies readers. Further, it has been inferred that the occupation of the readers has a
direct impact on their overall SCPA scoring pattern. It has been found that overall mean scores of two
dimensions of SCPA .i.e SPA (f-test value = 7.08 & ‘p’ value =0.00) and differentiation (f-test value = 12.45
& ‘p’ value =0.00) of the National Dailies readers also had been significantly different from the mean SPA
and SDA scores of readers based on their occupation.
The study of overall scores of various component of SDA of the National Dailies readers reveal that news
content (f-test value = 13.52 & ‘p’ value =0.00), advertisement content (f-test = 31.71 & ‘p’ value =0.00),
motivator (f-test value = 25.82 & ‘p’ value =0.00), quality (f-test = 24.53 & ‘p’ value = 0.00 ) and image (f-
test value = 14.02 & ‘p’ value =0.00) is significantly different from the SDA scores of different component
of the readers based on their occupation.
Further, it has been inferred that the occupation of the readers has a direct impact on their overall SPA and
SDA and its dimensions scoring pattern except in case of inhibitor (f-test value = 1.84 & ‘p’ value =0.15),
innovation (f-test value = 2.00 & ‘p’ value =0.13) and service (f-test value = 0.28 & ‘p’ value =0.75). As ‘p’
value is more than 0.05, then it can be said that the overall inhibitor experience, innovation and service
component scoring pattern are not significantly different from the scoring pattern of that component based on
the occupation of the readers.
CONCLUSION
The investigation gives new driving force to hypotheses of promoting procedures as an expansion of
hypothesis to continue showcase position of contenders. Specialist co-ops of English dailies make utilization
of changes methodologies to hold their market in accordance with the result of the investigation. This is
particularly valuable for analysts, academicians, industry people, strategist, managers, government and so on.
Subsequently, it includes an incentive as asset to a current writing and rule for advertisers in the
administration ventures. This additionally provides guidance for further future research in the comparable
points of view. As the exploration proposition is great confirmed and it is now distributed, it takes into
account the need of the examination, the scholarly community and industry.
45
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46
PERFORMANCE APPRAISAL OF SELECT FOREIGN BANKS IN INDIA THROUGH CAMEL
APPROACH
Aakash Kumar1 and Dr. G.Vasanthi2

1
ABSTRACT
Undoubtedly banks play a crucial role to the overall economic activities of any country. No economy can
survive without the sound banking system. Sound financial health of a bank the guarantee not only to its
depositors but is equally significant for the many concerned of the banks. Hence time to time efforts and
initiatives have been taken to measure the financial position of the banks. In this paper two major foreign
banks have been taken i.e. CITI Bank NA and, Deutsche Bank. Evaluation has been done by using CAMELS
parameters, the latest model of financial analysis. Through this model, it is highlighted that the position of
the banks under the study is sound and satisfactory so far their Capital Adequacy, Assets Quality,
Management Capability, Earning, Liquidity and Sensitivity is concerned.
Keywords: Capital Adequacy, Assets Quality, Management Capability, Sensitivity, Liquidity
INTRODUCTION
Banking sector of India has a long history when the East India Company set up a Bank of Hindustan in 1770
followed by the General Bank of India in 1786. After that number of public sector banks was set up such as
Bank of Bengal, Bank of Bombay, and bank of madras came into existence between 1800 and 1850.
After 1850’s the British initiated the process of setting up foreign banks in India and it was followed by
banks from countries viz. France, Germany, Japan, Holland and U.S. some of the oldest foreign banks that
entered India were HSBC (then called the Mercantile Bank of India which started in 1853), and Standard
Chartered Bank (then called the Chartered Bank of India which started in 1858).
At present the Standard Chartered Bank is the largest foreign bank in term of numbers, with 102 branches in
44 cities as per the RBI report on September 30, 2015. There were 46 foreign banks operating in India with
325 branches in all over India. As per the RBI guidelines foreign banks can operate in India by the set up of
their branches through wholly owned subsidiary or through their representative offices.
The money market has been playing a predominant role in allocating resources in institutions in need of
capital for productive & operational activities and contributing considerably to the economic development of
the economy and growth. Implementation of the New Economic Policy in 1991, transformed the subdued
Indian money market into a vibrant one with increased efficiency and reduced risk and cost. After that India
is fast becoming an investment destination for foreign banks.
OPERATIONS OF FOREIGN BANKS IN INDIA
Foreign Banks were allowed to operate in India either through branches or their representative office. To
obtain license for a new branch in our country a foreign bank has to function in accordance with all financial
requirements and norms applicable to Indian commercial banks. Reserve Bank will grant permission to a
foreign bank only after ascertaining the soundness of the bank, international and home country rating,
international presence and economical and political relation between the two countries etc. Foreign Bank
should be under the consolidated supervision of the home country regulation.
It has been stipulated that the minimum capital requirement for a foreign bank should be US$25 million
spread over 3 branches i.e. US$ 10 million each for the first branch and the second branch and US$5 million
for the third branch. Additional branch will be permitted only after monitoring the performance of existing
branches of the bank, their financial results, inspection findings etc. the number of licenses are fixed in
conformity with India’s commitment made to World Trade Organization, which is presently 12 licenses per
year excluding off-site ATMs which also require licenses.
The government of India raised foreign direct investment in banking companies from 49% to 75% in the
budget of 2003-04. It was aimed at facilitating the setting up of subsidiaries by foreign banks and for
attracting investment in private sector banks. Accordingly the reserve bank proposed to the government of
47
India to lift the limit on voting rights. Even though comprehensive amendments in Banking Regulation Act,
1949 suggest a immediate measures to facilitate investment.
With the liberalization of Foreign Direct Investment regime in Banking Sector was brought under the
automatic route. According to the government of India announcement of May 21, 2001 FDI up to 49% from
all sources was permitted in private sector banks under the automatic route, provided it is in true with the
guidelines issued by the Reserve Bank of India from time to time.
OBJECTIVE OF THE STUDY
To analyze the overall performance of select foreign banks through CAMEL Approach
METHODOLOGY OF THE STUDY
Methodology describes the research route to be followed, the instruments to be used, universe and sample of
the study for the data to be collected, the tools of analysis used and pattern of deducting conclusions. For the
purpose of the study, the research instrument used is the CAMELS Model which is the recent innovation in
the area of financial performance evaluation of banks; this model is explained as under:
The components of a bank's condition that are assessed
 (C) apital adequacy
 (A) ssets
 (M) anagement Capability
 (E) arnings
 (L) iquidity (also called asset liability management)
SAMPLES OF THE STUDY
The present study seeks to evaluate the financial performance of two foreign banks (i.e. CITI bank and
Deutsche Bank). These two banks are purposely selected for the study, keeping in view their role and
involvement in shaping the business conditions, specifically in terms of advances, deposits, manpower
employment and branch network etc.
DATA AND TOOLS
The present study is mainly based on secondary data drawn from the annual reports of the respective banks.
These data are related to 5 years (2012-13 to 2016-17). For analyzing of the data, two important statistical
tools viz. Mean and Standard Deviation has been uses to arrive at conclusions in a scientific way.
CAPITAL ADEQUACY
Capital base of financial institutions facilitate depositors in forming their risk perception about the
organization. Also, it is a significant structure for financial managers to maintain adequate levels of
capitalization. Capital adequacy is very useful for banks to conserve and protect stakeholder’s confidence
and prevent the bank from bankruptcy. Reserve Bank of India prescribes banks to maintain a minimum
capital to risk-weighted Assets Ratio (CRAR) of 9% with regard to credit risk, market risk and operational
risk on an ongoing basis, as for the study.
The following ratios have been used to measure capital adequacy
(i) Capital Adequacy Ratio
(ii) Debt Equity Ratio
(iii) Coverage Ratio
(iv) Advances to Assets Ratio
 Capital Adequacy Ratios of CITI Bank
Table-1.1
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Capital Adequacy Ratio 15.9 14.38 15.3 15.76 17.63 15.79 1.18
Debt Equity Ratio 5.66 5.67 5.36 5.91 5.05 5.53 0.33
Government Securities to 0.41 0.39 0.44 0.62 0.46 0.46 0.09
48
Total Assets Ratio
Advances to Assets 0.4 0.38 0.43 0.4 0.37 0.39 0.02
 Capital Adequacy Ratios Deutsche Bank
Table 1.2
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Capital Adequacy Ratio 14.08 14.84 15.62 13.73 15.38 14.73 0.81
Debt Equity Ratio 3.66 4.66 4.36 4.52 4.16 4.27 0.38
Government Securities to
Total Assets Ratio 0.55 0.5 0.57 0.4 0.37 0.47 0.08
Advances to Assets 0.55 0.5 0.59 0.62 0.46 0.54 0.06
The position of capital adequacy of CITI Bank and Deutsche Bank has been measured with the help of
Capital Adequacy Ratio, Debt Equity Ratio, Government Securities Ratio and Advance to Assets Ratio.
Introspection in Table 1.1 and Table 1.2 reveal that the Capital Adequacy Ratio CITI bank is good, the
average of CAR of this bank is 15.59 which is good indicator, on the other hand the CAR of Deutsch bank is
comparatively less than CITI, it is 14.73 although it is satisfactory. Debt Equity Ratio of CITI Bank is
comparatively better than Deutsch it is 5.53. The ratio of Government Securities is increasing in CITI bank
bank while it is moderated in Deutsche bank.
Assets Quality
Assets quality determines the healthiness of financial institutions against loss of value in the assets as assets
impairment risks the solvency of the financial institutions. The weakening value of assets has a spillover
effect, as losses are eventually expose the earning capacity of the institution. With this framework, assets
quality is assessed with respect to the level and severity of non-performing assets, adequacy of provisions,
distribution of assets etc.
For the study, the following ratios have been used to measure asset quality
(i) Net NPA to NET Advance (%)
(ii) Net NPA to Total Assets (%)
(iii) Total Investment to Total Assets
(iv) Standard Advances to Total Advances
 Assets Quality Ratios of CITI Bank
Table-1.3
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Net NPA to Net Advance (%) 1.47 1.24 0.4 0.49 0.46 0.81 0.50
Net NPA to Total Assets (%) 0.113 0.138 0.087 0.009 0.01 0.07 0.05
Total Investment to Total
Assets 0.34 0.35 0.41 0.46 0.39 0.39 0.04
Standard Advances to Total
Advances 39.32 37.49 36.4 36.7 37.9 37.56 1.15
 Assets Quality Ratios of Deutsche Bank
Table-1.4
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Net NPA to Net Advance (%) 0.13 0.09 0.13 0.26 0.93 0.30 0.35
Net NPA to Total Assets (%) 0.007 0.004 0.007 0.001 0.004 0.004 0.002
Total Investment to Total Assets 0.26 0.34 0.21 0.19 0.18 0.23 0.06
Standard Advances to Total
Advances 32.84 27.19 30.88 32.66 39.63 32.64 4.51
The analysis in Table 1.3 and Table 1.4 reveal that the Deutsch bank has been successful to manage its
NPAs. In terms of Net NPA to Total assets Deutsche bank is showing the better condition, while it is
comparatively higher in CITI bank. The average (0.23) of Total investment to Total Assets is also better in
Deutsch bank. The overall assets quality is better in Deutsch bank.
49
MANAGEMENT EFFICIENCY
Management Efficiency, another indispensible component of the CAMELS framework, means adherence to
set norms, knack to plan and be proactive in the dynamic environment, leadership, innovativeness and
administrative competence of the bank.
The following is the analysis of the various ratios used to measure management efficiency.
(i) Business Per Employee
(ii) Profit per Employee
(iii) Credit Deposit Ratio
(iv) Return on Net Worth
 Management Efficiency Ratios of CITI Bank
Table-1.5
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Business Per Employee 212.4 222.6 246.3 286.2 302.9 254.08 39.38
Profit Per Employee 5.02 5.09 5.9 6 6.9 5.78 0.76
Credit Deposit Ratio 78.18 72.17 68.49 61.42 52.74 66.6 9.84
Return on Net Worth (%) 16.3 16.14 17.89 16.03 17.15 16.70 0.79
 Management Efficiency Ratios of Deutsch Bank
Table-1.6
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Business Per Employee 257.53 318.38 419.72 480.93 410.29 377.37 88.66
Profit Per Employee 6.17 4.21 7.92 6.56 5.51 6.07 1.36
Credit Deposit Ratio 107.6 111.11 93.54 98.96 90.28 100.29 8.91
Return on Net Worth (%) 14.46 8.62 14.45 10.75 1.39 9.93 5.39
The performance of Management Capacity is generally qualitative and can be understand through the
subjective evaluation of Management System, Central mechanism and organizational culture or so on.
However, the capacity of the management of a bank can also be determined with the help of certain ratios of
off site evaluation of a bank. Table 1.5 and 1.6 reveals about the Management Efficiency of CITI Bank and
Deutsch bank. The average of business per employee is higher (377.37) in Deutsche bank while it is 254.08
in CITI bank. Except all the other ratios, Return on Net Worth is higher (16.70) in CITI bank.
EARNING QUALITY
The quality of earnings represents the sustainability and growth of future earnings, value of bank’s
lucrativeness and its competency to maintain quality and earn consistently. Earnings and profitability are
examined as against interest rate policies and adequacy of provisioning. The single best indicator used to
gauge earning is the Return on Assets (ROI), which is net income after taxes to total asset ratio.
Following ratios have been used to measure earning quality
(i) Return on Assets
(ii) NIM to Total Assets
(iii) Operating Profit to Total Assets
(iv) Interest Income to Total Income
 Earning Quality Ratios of CITI Bank
Table 1.7
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Return on Assets 2.12 2.07 2.43 2.2 2.45 2.25 0.17
NIM to Total Assets 4.03 3.99 4.13 40.4 4.53 11.41 16.20
Operating Profit to Total Assets 3.33 4.1 4.22 40.21 4.49 11.27 16.18
Interest Income to Total Income 6.94 6.73 7.2 7.3 6.91 7.01 0.23
50
 Earning Quality Ratios of Deutsche Bank
Table 1.8
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Return on Assets 2.98 1.54 2.55 1.83 8.48 3.47 2.85
NIM to Total Assets 5.78 4.53 4.29 4.3 3.7 4.52 0.76
Operating Profit to Total Assets 5.27 2.93 7.43 3.73 3.34 4.54 1.84
Interest Income to Total Income 7.82 7.22 4.29 7.57 6.88 6.75 1.42
Earnings are considered as the conventional parameter of measuring financial performance. It is exhibited in
Table 1.7 and Table 1.8. The Average of Return on Assets is better in Deutsch bank which indicates 3.47
while it is lower in CITI bank (2.25) as compare to Deutsch bank. Net Interest Margin, Operating Profit to
Total Assets and Interest Income to Total income is comparatively high in CITI bank then Deutsch bank.
LIQUIDITY
In case of an adequate liquidity position, the institution can obtain sufficient funds, either by increasing
liabilities or by converting its assets to cash quickly at a reasonable cost.
The following ratios have been used to measure liquidity
(i) Liquid Assets to Total Assets (%)
(ii) Government Securities to Total Assets (%)
(iii) Liquid Assets to Total Deposits (%)
(iv) Liquid Assets to Demand Deposits (%)
 Liquidity Ratios of CITI Bank
Table-1.9
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Liquid Assets to total Assets
(%) 0.15 0.11 0.01 0.13 0.17 0.11 0.06
Total Assets (%) 0.32 0.34 0.41 0.17 0.16 0.28 0.11
Liquid Assets to Total
Deposits (%) 0.29 0.2 0.02 0.21 0.33 0.21 0.11
Liquid Assets to Demand
Deposits 1.01 0.83 0.07 0.6 1.36 0.77 0.48
 Liquidity Ratios of Deutsche Bank
Table-1.10
Ratios 2012-13 2013-14 2014-15 2015-16 2016-17 Mean S.D
Liquid Assets to total Assets
(%) 0.09 0.07 0.14 0.06 0.14 0.1 0.03
Total Assets (%) 0.2 0.27 0.18 0.36 0.43 0.28 0.10
Liquid Assets to Total
Deposits (%) 0.18 0.15 0.22 0.1 0.19 0.16 0.04
Liquid Assets to Demand
Deposits 0.18 0.36 0.63 1.33 1.66 0.83 0.63
Above Table 1.9 and Table 1.10 show the liquidity position of both the banks which is also an important
measure of CAMEL analysis. Transferability and Liquidity are the key ingredients for such transitions. It
means that financial assets must be available to owners on short notice. In table 1.9 liquid assets which
consist of cash is not showing drastic changes in both the banks but the average position of CITI Bank is
better than Deutsche bank. The investment in Government securities held by the banks visa viz. to total
assets are clear indicators of banks liquidity position.
51
CONCLUSION
Both CITI Bank and Deutsche Bank are the prominent foreign banks in India. Their performance on
CAMEL analysis is satisfactory as they are competent with all test of this model. In future they can do their
branch expansion and can get the advantages of Foreign Direct policies of the Government of India. It has
also been observed that these banks are also the source of inspiration for other Foreign banks which are
working in India and as well as our domestic banks.
REFERENCES
 Namita Rajput and Monika Gupta (2011), Assessing the efficiency of Foreign Banks in Indian context,
Banks and Bank System, volume 6 pp 99-106
 Shelly Oberoy et al (2014), Efficiency of Foreign Banks Operating in India : DEA analysis, Asian
Journal of Finance & accounting, volume 6, no 2, pp 439-450
 T. Ram Mohan and Subhash C Ray (2004)1 According the findings in their paper ‘ Productivity Growth
and Efficiency in Indian Banking: A comparision of Public, Private and Foreign Banks’ Economics
Working Papers Department of Economics, University of Connecticut pp 1-23
 Mandira Sharma and Anjali Prasad (2013), Do Foreign Banks in India indulge in cream skimming?,
Discussion Paper 14-01, Centre for International Trade and Development, School of International
Studies, Jawaharlal Nehru Universty
 Gaurav Sharda et al (2014), Impact of Foreign Banks on the Indian Economy, Working paper no: 451
Indian Institute of Management Banglore
 Dr. D. Maheshwara Reddy and K.V.N. Prasad(2011), Evaluating performance of Regional Rural banks:
An Application of CAMEL Model, Journal of Arts, Science And Commerce, volume-II
 Pradhan Tanmaya kumar(2013) A Comparative Study of NPA of Old Private Sector Banks and Foreign
Banks, Research Journal of Management Sciences, Volume 2(7) pp 38-40
 Niaz Ahmed Bhutto et al(2012) A Comparative Study of Organizational Climate and Job Satisfaction I
public, Private and Foreign Banks, Asian Social Science, Volume 8, no. 4 pp 259-267
 Aggarwal P and Yadav AK(2015), A Comparative Study of the Public and Private Sector bank wth
Special Reference to punjab National Bank and HDFC bank, Business & Financial Affairs, Volume 4
issue 3
 Ayesha Tabassum(2015), A Comparative Review of Corporate Governance practices within Banking
Sector (Private, Public and Foreign banks): An Empirical Review, Aian Journal of Multidisciplinary
Studies, Volume 3 issue 8 pp 138-142
 Smita Ramakrishnan and Reeba kurian(2014), A Comparative Study of Foreign banks and Public Sector
Banks with Reference to Non-Performing Assets, National Monthly Refereed Journal of Research in
Commerce & management, Volume III, pp 1-13
 Ritika Gauba(2012), The Indian Banking Industry: Evolution, Transformation & the Road Ahead,
Pacific Business Review International, Volume 5 Issue I, pp 85-97
 Uyen Dang(2011), The CAMEL Rating System in Banking Supervision: A Case Study, ARCADA
 Rehana Kouser and Irum Saba(2012), Gauging the Financial Performance of Banking Sector using
CAMEL Model: Comparision of Conventional, Mixed and Pure Islamic
52
A STUDY ON HEALTH FITNESS INFLUENCING WOMEN EMPLOYEES PERFORMANCE
E. Chandramouli1 and Dr C. Kathiravan2

1
ABSTRACT
Human health, a dubious issue tended to by numerous analysts, was characterized as the general prosperity
of people by the World Health Association (Rostami, 2001). Despite all the various advantageous impacts of
innovative advances on speed and precision of human errands, they lead to a diminished portability and
dormancy; the reality which expanded the danger of general health and set off the predominance of non-
infectious sicknesses, for example, cardio respiratory ones (Dastgerdi, 2008). Specialists suggest sports and
physical exercises as the best remedy for such sicknesses. In this article we are discussing health fitness
importance of women employees performance.
INTRODUCTION
Despite all the various advantageous impacts of innovative advances on speed and precision of human
errands, they lead to a diminished portability and dormancy; the reality which expanded the danger of
general health and set off the predominance of non-infectious sicknesses, for example, cardio respiratory
ones (Dastgerdi, 2008). Specialists suggest sports and physical exercises as the best remedy for such
sicknesses. The past investigations have affirmed that normal physical exercises improve women's health and
forestall numerous lethal illnesses (Zarneshan and Tartibian, 2006). Additionally, playing sports and doing
physical exercises is related with a reduction in the danger of bosom malignant growth while heftiness is a
critical hazard factor for the infection. Employees especially women progressively end up no time in
concentrating health perspective because of the rising work requests and work-family life strife prompts
pressure and heftiness. To them, wellness and health ends up testing. Striking a harmony among individual
and expert existence with wellness isn't simple for working women. Generally, many working women are
managing troubles related with their health, as it might be troublesome for them to adhere to a wellness
routine program. Stress and stoutness are the key components influencing health and wellness among women
employees which can decrease their performance. It is important to improve the health and readiness for
women employees. Organized exercise program must be joined to improve the wellness level for the activity
performance
OBJECTIVE
To improve health fitness and performance among women employees.
REVIEWS
Taylor and Wear, (2010) see wellbeing programs as a method for advancing support of good health as
opposed to remedy of weakness. They incorporate work out regimes, recreational chances, social exercises
and scholarly and otherworldly advancement programs which thus impacts on organization primary concern
where the employees' prosperity is seen to incredibly influence generally speaking profitability (Naydeck and
Pearson 2009). Exercise has positive physical and mental consequences for people (Madah and Beeta,2009).
Vigorous exercise positively affects all body organs, adds to striking caloric equalization and controlling
body weight, and improves muscles, joints, and bones structure too. It additionally diminishes the danger of
malignant growth and pulse and prompts better cardiorespiratory capacities (Salimi, 2010). The truth of the
matter is likewise bolstered by the ongoing inquires about. Koutedakis et al (2007) affirmed that 3 months of
oxygen consuming and extending exercise greatly affects physical wellness and performance. Robert (2001)
found that low-sway oxygen consuming activities improve the cardiovascular capacity in moderately aged
individuals.
Exercises, especially heart stimulating exercise add to fat consuming; these activities control body weight,
directing plasma leptin levels and diminishing muscle versus fat ratio. The progression oxygen consuming
activities altogether builds members adaptability by Green et al (1995). This finding is in accordance with
the aftereffects of the works done by Elosa et al (2003), Hovaila (2007), Isenman and Gilet (2008), Shila
(2008) who examined the impacts of vigorous exercise on moderately aged women's adaptability. The
significance of adaptability in human health, as one of the parameters of physical wellness, is known by
53
everybody since the capacity to effortlessly move the body through Scope Of Movement (ROM) is the pre-
imperative of a healthy life (Gaieni et al.,2005).
In addition, some other deciding elements including body arrangement, age, sex, physical movement, and
warm up ought to be represented (Sedghi, 2011).Participants of the investigation attempted extending
practices in warm up and chill off (Gaieni et al., 2005) increment in the level of adaptability. Another finding
demonstrated that progression oxygen consuming activities increment young ladies' muscle quality.
Kramer(2001) announced the expansion in muscle quality because of high-impact exercise, strolling, and
step vigorous exercise, separately. As referenced before, the expansion of muscle quality is one of the
essential elements for physical wellness. Keeping the base dimension of muscle quality is of high hugeness
for a characteristic living.
STEPS TO FOLLOW
Walk and talk, Do simple stretches each hour, Eat healthfully solid eating routine, Remain dynamic, Focus
towards stance, Create an activity design, Monitor wellness advance
STEPS TO START ACTIVITY PROGRAM
1. ACSM Suggestions: Sedantary women should start moderate physical movement with 15 minutes of
consistent exercise three times each week, expanding step by step to 30 minute sessions four times each
week.
2. FITT Guideline (recurrence ,force, time and type) For stationary women Recurrence least of 3x every
week Force moderate hard seen effort. Time-30 minutes, Type-low effect, For customary exercisers
Recurrence 3 to 5x every week, Force moderate hard to hard apparent effort, Time-30 to a hour, Type-
low effect
3. Wellness Activities
a) Vigorous
b) Quality preparing
c) Extending
4. Vigorous Activities 30 minutes on at least four days every week
Continuously begin exercise with a 5-10 mins warm up, After warm up, take an interest in the picked sort,
Include in lower sway exercises like strolling, swimming, also, stationary cycling., Quality Preparing Don't
practice with hand weights or other free loads, Use opposition groups ,Activities incorporates chest, back,
legs and shoulders , It ought to be done no less than multiple times every week, Concentrate on
accomplishing more redundancies with lighter load to abstain from over-burdening joints, Stretching
Extending It very well may be finished amid warm up or chill off period. Inhale profoundly and consistently
while stretch to advance. sentiments of unwinding
CONCLUSIONS
Wellbeing program practices, for example, advancement of preventive consideration, instruction and
preparing openings on health matters are great practices that impact hierarchical performance if employees
are agreed them. it very well may be reasoned that this examination lay more accentuation on health
programs for expanded authoritative performance. Thus health programs stayed noteworthy in affecting firm
performance. This could suggest that the organized exercise program assumed a noteworthy job in affecting
by and large hierarchical performance. It is generally acknowledged that wellbeing advancement does not
simply profit the employees on the grounds that an association loaded up with healthy and satisfied
employees is a gainful working environment that holds its employees which clearly means expanded
authoritative performance.
REFERENCES
1. Agnes Kinanu Mungania, Esther Wangithi Waiganjo, John M. Kihoro Influence of Wellness Programs
on Organizational Performance in the Banking Industry in Kenya International Journal of Academic
Research in Business and Social Sciences 2016, Vol. 6, No. 7, 173-187.
54
2. Kamau, S., Tuwai, B., &Kuria, S. ( 2015). Effect of corporate wellbeing practices ofemployee’s
performance among commercial banks in Kenya. International Journal of Scientific & Research
Publications, 5, (5).
3. Ioan, L., Codruta, O., & Patricia, R. (2010). The Role of W.L.B Practices in order to improve
organizational performance, European Research Studies, 8(1).
4. Yasmina Najafnia, Ebrahim Bararpour, Babak Amirinejahad, Hossein Nakhaee Effects of 8-week
step aerobic exercise on women’s physiological characteristics, body fat percentage, and quality of life
International Journal of Sport Studies. Vol., 3 (12), 1335-1341, 2013
5. Eisenman A, Gillett A, 2008. The effect of intensity controlled aerobic dance exercise on aerobic
capacity of middle aged, over weight women, Journal Research in Nursing & Health, 10(6),383-390.
6. Dastgerdi F, 2008. The effect of aerobic exercise - step on indicators of body composition,physiological
and psychological states of middle-aged healthy women. Master Thesis of Physical Education and
Sports Science. Birjand University, Faculty of Physical Education and Sports Science.
7. Elosa R, Molina L, Arguer A, 2003. Response of oxidative stress biomarkers to a 16 weeks aerobic
physical activity program and to acute physical activity in healthy young man and women.
Atherosclerosis, 167, 327-334.
8. Gaeini A, Rajabi H, 2004. Fitness. Press toward Tehran, Second Edition.
9. Green J.S, Grouse S.F, 1995. The effect of endurance training on functional capacity in the elderly.
Medicine and Science in Sports and Exercise, 27, 920-929.
10. Gharakhanlou R, Agha Ali Nejad H, 2006. Standardization, BMI WHR and WC and body fat
percentage in the population and its association with cardiovascular risk factors. Research Project,
Institute of Physical Education and Sport Sciences.
11. Guszkoweska M, 2007. Effect of aqua aerobic on the emotional states of women. Journal Physical
Education and Sport, 51, 11-14.
12. Hassanpour M, Mirnaderi A, 2007. Effect of 8 weeks of aerobic exercises on depression and academic
achievement of freshman high school students part 2 Khorramabad. Motion, 31,114-101. Intl. j. Sport
Std. Vol., 3 (12), 1335-1341, 2013
13. Hulya A.K, Ahmet bilge S.O, Zerrhn Y, Nadiye B.A, 2007. The effect of walking and step aerobic
exercise on physical fitness parameters in obese women. Cilt, 3, 64-69.
14. Kazemi F, 2002. The type and extent of damage to both the step aerobic exercise, physical education
and sports science master's thesis, corrective exercises and sports pathology. University, Faculty of
Physical Education and Sports Science.
15. Kennedy M.M, Newton M, 1997. Effect of exercise intensity on mood in step aerobic. Journal Sports
Med Phys Fitness, 37, 200-204.
16. Koutedakis Y, 2007. The effect 3 month of aerobic and strength training on selected performance and
fitness related parameters in modern dance students. Journal of Strength Cond, 21(3), 808-812.
17. Kraemer W.J, Keuning M, Ratamess N.A, Volek J.S, Mccormic M, Bush J.A, et al., 2001. Resistance
training combine with bench step aerobics 51 enhances womens health profile. Medicine and Science in
Sports and Exercise, 33(2), 259-269.
18. Lane A.M, Lovejoy D.J, 2001. The effect of exercise on mood changes: the moderating effect of
depressed mood. Journal of Sports Medicine and Physical Fitness, 41(4), 539-548.
19. Mirshahi S, 2006. Is all about aerobics. Bank of Persian literature.
20. Robert F, 2001. Cardio vascular response during low intensity step aerobic dance in middie – aged
subjects. European Journal of Sport Science, 1(3), 1-7.
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21. Molaie-Kohi M, RahmaniNia F, Mohebi H, 2005. The effect of the proposed program on physical
fitness sport for girls. Abstracts of the Fifth International Conference on Physical Education and Sport
Sciences. March 4-2 (184). Tehran: Shahid Beheshti University.
22. Razavi M, 2002. Effects of physical training on physical stress - mental working women and exercise
optimal model. Olympic, 10 (3 & 4), 85-94.
23. Rostami A, 2001. Impact of education on women's quality of life Dvranyaysgy. Unpublished thesis MS
degree in Health Education, School of Medical Sciences, Tarbiat Modarres University.
24. Salimi-Avansar A, 2002. Necessity of fitness today.
25. Sedghi M, 2010. Compare the power and flexibility of choice on some physical and biomechanical
variables Premier League players Tehran, master's thesis, University Central Tehran Branch.
56
SELECTION OF PROFITABLE AND VIABLE CHANNEL OF DISTRIBUTION FOR SIDDHA
MEDICINE
N. Lavanya1 and Dr. K. Gomathi Shankar2

1
ABSTRACT
Distribution is the act carrying siddha medicine from the producers to the customer. It consists of an
operation or series of operation which physically brings the goods from the producers into the hands of the
siddha health care providers. The most essential elements of a distribution of goods are (a)
Understanding Health care providers Expectations (b) Promises to Health care providers (c) Execution.
This article is giving a short review of working of distribution in siddha medicine. . The research
methodology was carried out in a survey cross sectional applied to 173 respondents. The collected data
analyzed by using reliability method, factor analysis. The empirical research gives that problems is faced by
the respondents at the time of delivery is the major factor to affect the health care providers satisfaction.
Keywords: Health care providers Expectations, Promises to Health care providers, Execution,
INTRODUCTION
Medicine has no value if they simply lie in the godson of the manufacture. They must be made available to
the consumers various agencies are involved in the movement of the goals from plant of the Health care
providers. Distribution is an integral part of the mark by process. Its future is to distribute or sub divide. The
total products of a producer on a geographical basis to various speech market segmentations. The word
channel is derived from the French word “cannel”. The channel of distribution thus refers to the pathway
taken by goods as they flow from the point of production to the point of consumption. A channel of
distribution consists of various specialized institution or agencies are called middleman.
When the manufacturer establishes his shop or agencies for the distribution of his medicine, the channel is
said to be direct. It is indirect when the distribution, is done through the wholesalers, retailers or special
middleman.
UNDERSTANDING HEALTH CARE PROVIDERS EXPECTATIONS
 We must know what our customers expect from us. We must work with our customers to precisely learn
their expectations. Customer Expectations differ by region by country
 Promises to Health care providers
 Set promises that can be kept. Aim to exceed expectations rather than to meet them.
 Delight customers by surprising them (Surprise is something not promised, yet delivered)
EXECUTION
Products and Services are provided to . Customers had certain expectations before products/services were
delivered. Depending if these expectations were met, not met, or exceeded customer experiences certain
level of “Health care providers Satisfaction”. Occasionally there are problems with products/services
provided. A problem can be fixed during the initial call or a visit (first contact resolution), or a ticket is
opened. Tickets are worked on. Customer problems are eventually solved. Depending on how the Problem
Resolution is handled customer experiences certain level of “Customer Satisfaction”
CONCEPTUAL FRAME WORK
57
A great deal of research must go into determining how to carry out distribution activities in a way that meet
the organization’s objectives. Majority of the public sector enterprises in the country are marked by
distribution problems. Problems of scarcity and finance in certain areas are solved by effective distribution.
The areas of inefficiency are many. One of the key areas of inefficiency is in supply chain management.
The distribution channel is the path through which goods and services travel from vendor to the consumer or
payments for these products travel from the consumer to the vendor. Distribution channel is the chain of
business or intermediaries through which a good or services passes until it reaches the end consumer. A
distribution channel can include wholesalers, retailers, distributers, and even the internet.
2.4. OBJECTIVES OF THE STUDY
 To examine the socio economic profile of the respondents.
 To evaluate the factors to improving the sales.
 To get a clear view about the purchase of the product is made.
 To evaluate the satisfaction level of distribution of goods
 To evaluate what kind of problem are faces at time of delivery.
 To analysis the relationship between satisfaction level and problem faces at time of delivery.
The population of the study is the employees of the Veekesy polymers pvt ltd in Kerala.The size of the
sample is limited to 173 respondents. Non-probability sampling method is used for the study.correlation and
chisquare test is conducted.
Table 1 Demographics Profile of overall sample
Variables Frequency Percentage
Gender Male 78 45
Female 95 55
Age Below 3o 35 20
31-50 57 33
Above 50 81 47
Education UG 72 42
PG 58 34
Others 43 25
Marital status Married 123 71
Unmarried 50 29
Table 1 reveals that the demographic profile of the Health care providers.
 Out of 173 respondents 45 % were male whereas 55% were female.
 Age wise, people were in between 31-50 years where as 33 % of are in the age group of above 50 and
47% people in the group of below 30 is 20%.
 The majority of literacy rate in the group of UG in 42% and 34%in the PG where as 25% of people had
general streams
 Almost 71 % of the respondents were married followed with 29% of respondents were unmarried.
How the purchase of the product is made
Table.2.2
0PENION NO OF RESPONDENTS PERCENTAGE
Direct purchase 65 38
By dealers 48 28
By others 60 35
Total 173 100
58
INTERPRETATION
Above table reveals that if the respondent is a dealer of the factory, whether to know the number of dealers in
the factory. From the total number of respondents 28 % are dealers of the factory and remaining 35 % is not
dealer of the factory. Most of them are like to purchase the product directly.
The Health care providers are satisfied with supply of their products
OPINION NO OF RESPONDENTS PERCENTAGE
Satisfied 97 56
Not satisfied 76 44
Total 173 100
INTERPRETATION
From the above shows 56% of the respondents are satisfied with supply of the product ,and 44 are not
satisfied with supply.
Method is suitable for improving the sales
Opinion No. of Respondents Percentage
Discount 48 28
Price 67 39
Gift Coupons 39 22
Quotas 19 11
Total 173 100
INTERPRETATION
As per the table 56 says that method suitable for improving sale is discount, 35 says suitable method is
price,26 says suitable is gift coupons, 13 says suitable is quotas
Kind of problems is faced by the respondents at the time of delivery
Labour problems 78 45
Transportation 53 31
Packing problems 42 24
Total 173 100
INTERPRETATION
As per the table 78 of the respondents said that mainly concerned with labour problem, 53 said transportation
is the problem which they faced and 42 said packing problem.
The respondents are satisfied with the price of the product
Satisfy 48 27
Highly Satisfy 69 40
Not Satisfy 56 33
Total 173 100
INTERPRETATION
Above study reveals that 27% of the respondents says that they are satisfy with the price of the product, 40%
are highly satisfy with the price and33% says they are not satisfied.
Ho: There is significant relationship between satisfaction level and problem faces at time of delivery.
H1: There is no significant relationship between satisfaction level and problem faces at time of delivery.
59
There is significant relationship between satisfaction Calculated value Table value
level and problem faces at time of delivery.
3.448 7.488
Result: Significance level at 5%
 The above table shows that chi square value is lower than that of the table value at 5% level. So the null
hypothesis is accepted. The test shows that there is significant relationship between the age group and
career development in siddha health care providers.
SUMMARY OF FINDINGS
1. Majority of the respondents are the dealers of the company.
2. Majority of the respondents make direct purchase
3. Most of the respondent is satisfied with the supply of the products.
4. Most of the respondents sell products at MRP to attract new customers.
5. Labour problems are found by the respondent at the time of delivery.
6. 60% of respondents say that they utilize direct marketing.
7. 77% of the respondents are satisfied with the quality.
CONCLUSIONS
The research work has certainly helped me to add one more dimension in many pursuits to understand the
management theories ,principles ,and practices.In today’s life competition exists in every sphere of activity
.so it is very difficult for the leading brands to maintain their position in the industry .it is the responsibility
to the management to coordinate the activities and to lead the company towards the success.
Employees contribution is an unavoidable factor for the successful functioning of the medicination industry.
The importance of this industry growing day by day this is because, most of the customers are changing
their trends and preferences . So it will be a developing industry and its demand will also increase later.
REFERENCES
 Andaleeb, S. (1988), “Determinants of customer satisfaction with hospitals: a managerial
model”,International Journal of Health Care Quality Assurance, Vol. 11 No. 6, pp. 181-7.
 Babakus, E. and Mangold, W.G. (1992), “Adapting the SERVQUAL scale to hospital services: an
empirical investigation”, Health Sciences Research, Vol. 26 No. 2, pp. 767-86.
 Bitner, M.J. (1990), “Evaluating service encounters: the effects of physical surroundings and employee
responses”, Journal of Marketing, Vol. 54 No. 2, pp. 69-82.
 Bitner, M.J. (1992), “Servicescapes: the impact of physical surroundings on customers and employees”,
Journal of Marketing, Vol. 56 No. 2, pp. 57-71.
 Bitner, M.J. and Hubbert, A.R. (1994), “Encounter satisfaction versus overall satisfaction versus quality:
the customer’s voice”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory
and Practice, Sage Publications, Thousand Oaks, CA.
 Boshoff, C. and Gray, B. (2004), “The relationships between service quality, customer satisfaction and
buying intentions in the private hospital industry”, South African Journal of Business Management, Vol.
35 No. 4, pp. 27-37.
 Bowers, M.R., Swan, J.E. and Koehler, W.F. (1994), “What attributes determine quality and satisfaction
with health care delivery?”, Health Care Management Review, Vol. 19 No. 4, pp. 49-55.
 Butler, D., Oswald, S. and Turner, D. (1996), “The effects of demographics on determinants of
perceived health care service quality”, Journal of Management in Medicine, Vol. 10 No. 5,pp. 8-20.
60
INFLUENCE OF DIGITAL MARKETING OVER BUYING BEHAVIOR WITH REFERENCE TO
GENERATION Z CONSUMERS IN NORTH BANGALORE
Madhusudhan B. Joshi1, Dr. S. Jambulingam2 and Dr. P. Sudarkodi3

Research Scholar1 and Assistant Professor2, Department of Business Administration, Annamalai University
HOD3, Koshys Institute of Management Studies, Bangalore
ABSTRACT
Digital marketing is one of the important paces in the market for this decade. It is the time to utilize digital
marketing due to the increase in usage of internet users and Generation Z population is into spending habit,
because of many of the families have got increased their purchasing power and they are giving freedom to
this generation in choosing their products and services as according to their will and wish. This young
generation is more focused on social media based buying habits; they do review about products and services
based upon their social networking. More usage of smart phones made these youngsters buying behavior
into mere choosy and they are happy to share their opinions with them. This study is focused with versatility
through the coverage of consumer buying behaviour on FMCG (groceries, packaged food, apparel)
Durables products. This will be focusing over the respondents who are visiting the retail outlets and trying to
give result to the producers and distributors, regarding how to make use of digital marketing strategies for
Generation Z consumers.
Keywords: Digital Marketing, Buying Behaviour, Gen Z consumers.
INTRODUCTION
Digital marketing is one of the important paces in the market for this decade. It is the time to utilize digital
marketing due to the increase in usage of internet users and Generation Z population is into spending habit,
because of many of the families have got increased their purchasing power and they are giving freedom to
this generation in choosing their products and services as according to their will and wish. This young
generation is more focused on social media based buying habits; they do review about products and services
based upon their social networking. More usage of smart phones made these youngsters buying behavior into
mere choosy and they are happy to share their opinions with them. This study is focused with versatility
through the coverage of consumer buying behaviour on FMCG (groceries, packaged food, apparel) Durables
products. This will be focusing over the respondents who are visiting the retail outlets and trying to give
result to the producers and distributors, regarding how to make use of digital marketing strategies for
Generation Z consumers.
LITERATURE REVIEW
The buying pattern of consumer is changing every day. Digital marketing is one of the powerful weapons
over influencing youth during their buying decisions. He also tried over the understanding various factors
influencing towards buying behavior of youth (Dr. S. Sivasankaran).
The generation Zers are having active participation in social media, where they may get all amount of
messages regarding Products and services, which they are spreading across and they are also getting from
their peer members. This might be one of the biggest platform for the producers and retailers in representing
them for next decade successfully. This might be acting viral for decades together because even Generation
alpha also looking more ahead (Josh Perlstein).
Social media marketing is positive towards buying behavior of young consumers and expressive marketing
communications are influencing more on their attitudes. Word of mouth is getting spread from social media
and also they are showing resistant to traditional marketing (Rodney Graeme Duffett). Shopping experiences
of consumers now-a-days vastly changed due to technological advancements and smartness in retail industry
has also improved. Generation Z consumers are the target for these smart retail and they are getting response
positively (Vasilios Priporas, Nikolaos Stylos, Anestis K. Fotiadis).
Many of the youngsters are looking for products from social media and they are sharing their views through
the same. It is very essential to the producers in understanding the social media and make their products to be
accommodate in the same platform (Jeff Fromm).
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The consumers are always experimenting many websites and online portals available for buying goods and
services. The trend has changed from the stage of believing over one brand to the stage of changing their
preferences many brands according to the requirements. All these possibilities happened through digital
marketing (Prateek Maheshwari).
The consumers are changing their preferences on daily basis; it is mainly because of various websites
available and consumers do get alternatives and makes them to be avail for buying products and services
(Grishwyn Reddy).
Generation Z consumers are focusing more on Business to Consumer and looking for finding more changes
in the products and services. These consumers are more trendy in nature (Alexandra Artemova).
Apparel industry is facing many problems in online selling with rejections or return of products due to the
intangibility factor. Online perceptions, when it comes to reality, it may get differ because of visualizations
of consumers (Mary Rani Thomas, Kavya V, Mary Monica).
The consumers are changing themselves from the affluence of their older generations to the influence of their
friends in social media. It is because of economically Generation Z is changing their pace from their elders
who have (A T Kearney).
HYPOTHESES DEVELOPMENT
H0: Digital Marketing strategies are influencing over buying behavior of Gen Z consumers.
H1: Digital Marketing strategies are not influencing over buying behavior of Gen Z consumers.
RESEARCH INSTRUMENTS
This is an empirical study consist of observations of customers and questionnaire is prepared based upon
Likert scale, ranging from strongly disagree (1) to strongly agree (5). The external validity of the study is
established based upon sample selected; age between 18 years to 25 years and content validity is considered
based upon questions and observations. The reliability of data is difficult to prove completely in this
qualitative measurement.
SAMPLE AND DATA COLLECTION
Correlation Analysis is calculated to identify the relevance of Digital Marketing strategies are influencing
over buying behaviour of Generation Z consumers. The questionnaire was prepared and tested with 85
participants.
Based on the result of the t-test, it is disclosed that influence through social media and websites over the
prices of products and services is 0.64, personal preferences is 0.90, group influence is 0.42, influenced by
marketing strategies is 0.95 and overall satisfaction towards products and services is 0.71.
The accepted range for 80 samples of t-test with 95% of confidence level should be between 0 to +1.99
and all the criteria’s have proven that H0 is accepted.
This data clearly shows that Digital Marketing strategies are influencing over buying behaviour through
influence of social media & websites, personal preferences and best marketing strategies.
FINDINGS
 Personality traits are influenced through social media and which is supporting the customer to get his
preference over selecting products and services.
 Gen Z consumers are so specific and more preferential in nature due to improvised social media
networking.
 Group influence is playing the role in the mindset of Gen Z, because they are getting addicted to social
networking for gathering information about the product and services form their social media group.
 Analysis and comparison about the products and services are taking place through various websites, it is
very essential to the producers to customize their products and services to be made available in the
websites.
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CONCLUSION
This qualitative study made topic to analyze the influence of digital marketing over the buying behavior,
which has shown that the producers have to look after about their digital marketing strategies, according to
the requirement of gen Z consumers for making them to satisfy their choosy nature.
LIMITATIONS/ RESEARCH GAP OF THIS STUDY
 This study is restricted only for FMCG goods.
 It has focus only on Gen Z customers.
 This study could be focused towards specific strategy of digital marketing.
REFERENCES
Journals
1. Dr. S. Sivasankaran (2017), Digital marketing and its impact on buying behaviour of youth with special
reference to Kanyakumari District, International Journal of Research in Management & Business Studies
(IJRMBS 2017). http://ijrmbs.com/vol4issue3SPL1/sivasankaran.pdf, 2-6
2. Josh Perlstein (2017), Engaging Generation Z: Marketing to a New Brand of Consumer, adweek.com,
https://www.adweek.com/digital/josh-perlstein-response-media-guest-post-generation-z/, 40-67
3. Rodney Graeme Duffett (2017), Influence of social media marketing communications on young
consumers’ attitudes, Emerald Publishing Limited, https://www.emeraldinsight.com/
doi/full/10.1108/YC-07-2016-00622, 9-12
4. Vasilios Priporas, Nikolaos Stylos, Anestis K. Fotiadis, (2017), Generation Z consumers’ expectations of
interactions in smart retailing: A future agenda, Science Direct, https://www.sciencedirect.com/
science/article/pii/S0747563217300729, 5-8
5. Jeff Fromm (2016), What Marketers need to know about social media and gen Z. Forbes.
https://www.forbes.com/sites/jefffromm/2016/12/19/what-marketers-need-to-know-about-social-media-
and-gen-z/#66007dc57e65, 9-15
Articles
6. Prateek Maheshwari (2018), Impact of Digital Marketing on Consumer Behavior.
https://www.digitaltechnology.institute/blog/impact-of-digital-marketing-on-consumer-behaviour/, 13-18
7. Grishwyn Reddy (2016), Digital marketing Impact on the consumer decision making process in Nike’s
customer retail operations in South Africa. Gordon Institute of Business Science, University of
Pretoria. https://repository.up.ac.za/bitstream/handle/2263/59756/Reddy_Digital_2017.pdf?sequence=1,
23-29
8. Alexandra Artemova (2018), Engaging Generation Z through social media marketing. South-Eastern
Finland University of Applied Sciences. https://www.theseus.fi/bitstream/handle/10024/142658/
Artemova_Alexandra.pdf?sequence=1, 52-57
9. Mary Rani Thomas, Kavya V, Mary Monica, (2017). Online website cues influencing the purchase
intention of generation z mediated by trust. Indian Journal of Commerce & Management Studies,
http://www.scholarshub.net/ijcms/vol9/issue1/Paper_03.pdf, 23-35
10. A T Kearney (2017). The consumers of the future: Influence vs. Affluence. A.T.Kearney Global Future
Consumer Study. https://www.atkearney.de/documents/856314/14549920/2017+The+Consumers+
of+the+Future-+Influence+vs.+Affluence_locked.pdf/0b125b9a-6b97-f0e1-6316-e6d885bf7b97, 1-4
63
EMPOWERMENT OF WOMEN IN INDIA - A CRITICAL REVIEW
Dr. Rincy V. Mathew

Assistant professor, Department of Business Administration, Annamalai University
ABSTRACT
Women’s empowerment in India is mainly be controlled on many different factors that include
geographical location (urban/rural), educational status, social status (caste and class), and age. Political
participation is also hindered at the Panchayat (local governing bodies) level and at the state and national
levels,despite existing reservations for women. Policies on women’s empowerment exist at the national,
state, and local (Panchayat) levels in many sectors, including health, education, economic opportunities,
gender-based violence, and political participation. However, there are significant lacuna between policy
advancements and actual practice at the community level. Therefore, this paper is an attempt to understand
critical status of empowerment of women in India.
Keywords: Women Empowerment, Economic Advantages, Reservation
INTRODUCTION
There is an acceptable fact that women in India have made a noticeable forward movements in the post
Independence period , but they still have to move about strenuously against many handicaps and social evils
in the male-dominated Indian society. Many maleficent and gender issues still prevail in the modern Indian
society that counteract the progress of its women folk. It is ironical that a country, which has recently
acclaimed the status of the first Asian country to accomplish its Mars mission in the maiden attempt, is
positioned at the 29th rank among 146 countries across the globe on the basis of Gender Inequality
Index(BeenaDewan,2016). There has been improved status in the position of women, but their actual
empowerment is still awaited.
Discrimination Against Women, Economic Disadvantages And Violence Against Women At The
Community Level
Crucial factor for the lacuna in practicing of laws and policies to address discrimination against women,
economic disadvantages, and violence against women at the community level is the largely patriarchal
structure that administer the community and households of major places in India. Gender equality is
necessary for the achievement of human rights for all. Yet discriminatory laws against women persist in
every corner of the globe and new discriminatory laws are enacted. In all legal traditions many laws continue
to institutionalize second class status for women and girls with regard to nationality and citizenship, health,
education, marital rights, employment rights, parental rights, inheritance and property rights. These forms of
discrimination against women are incompatible with women’sempowerment (https://www.ohchr.org/en/
issues/discrimination/pages/discrimination_women.aspx).As such, women and girls have restricted mobility,
access to education, access to health facilities, and lower decision-making power, and experience higher rates
of violence. Women not only have more problems procuring paid employment and generally receive lower
wages and fewer benefits than men, they also suffer from higher levels of irregular payments
(Rincy&Panchanatham,2011). Frequently, what they earn, they cannot keep but need to hand to their
husbands or other family members(ILO,PSS,2018).Since the girls are not more likely to be sent out for
income generating work than boys ,in rural India many families regularly experience financial
problems.This conservative attitude turns into lifetime disadvantages, in terms of educational attainment
and there by access to respectable and high paid jobs.
Sexual and gender-based violence represents any and all abuse directed against a person on the basis of
gender or sex. It includes domestic violence, rape, sexual abuse, sexual harassment, intimidation at work and
school, human trafficking and forced prostitution. While anyone at any age can be a target, women and girls
are the main victims of sexual and gender-based violence( UNHCR 2001-2019 ). The influence of the
patriarchal structure still existing in rural and urban India, although women’s empowerment in rural India is
smaller extent seen than in urban areas. This is because of the fact that major part of India is rural despite
the high rate of urbanization and expansion of cities. Rural women, in contrast to women in urban settings,
face inequality at much higher rates, and in all spheres of life. Urban women more specifically , urban
64
educated women have the benefit of comparatively higher means to economic opportunities, health and
education, and less occurrence of domestic violence. Women (both urban and rural) who have higher level
of education have higher decision-making power in the household and the community. Moreover, the level
of women’s education also has a direct involvement on maternal mortality rates, and nutrition and health
indicators among children ( NFHS-Dataanalysishttp://www.measuredhs.com/)
EDUCATION
Women’s empowerment in India is mainly be controlled on many different factors that include
geographical location (urban/rural), educational status, social status (caste and class), and age.Political
participation is also hindered at the Panchayat (local governing bodies) level and at the state and national
levels,despite existing reservations for women. Policies on women’s empowerment exist at the national,
state, and local (Panchayat) levels in many sectors, including health, education, economic opportunities,
gender-based violence, and political participation. However, there are significant lacuna between policy
advancements and actual practice at the community level.(NFHS-Dataanalysishttp://www.measuredhs.com/)
Among rural women, there are further divisions that hinder women’s empowerment. The most notable ones
are education levels and caste and class divisions. Women from lower castes (thescheduled castes, other
backward castes, and tribal communities) are particularly vulnerable to maternal mortality and infant
mortality. They are often unable to access health and educational services, lack decision-making power, and
face higher levels of violence. Among women of lower caste and class, some level of education has shown to
have a positive impact on women’s empowerment indicators (http://www.measuredhs.com/pubs/
pdf/FRIND3/14Chapter14.pdf)
CAST AND CLASS DIVISIONS
Reservations for women exist at the Panchayat level and there is a movement to reserve 33% seats for
women in all the political parties, and all levels of national and state level political structures.Social divisions
among urban women also have a similar impact on empowerment indicators.Upper class and educated
women have better access to health, education, and economic opportunities, whereas lower class, less
educated women in urban settings enjoy these rights significantly less. Due to rapid urbanisation and lack of
economic opportunities in other parts of the country, cities also house sprawling slum areas. Slums are
informal sprawls, and most times lack basic services such as clean water, sanitation, and health facilities.
Additionally, slum dwellers mostly work in unorganized and informal sectors, making them vulnerable to
raids by the state, abuse by employers, and other forms of insecurity. Women and children in slums are
among the most vulnerable to violence and abuse, and are deprived of their basic human rights.
As a result of a vibrant women’s movement in the last 50 years, policies to advance human rights for women
in India are substantial and forward-thinking, such as the Domestic Violence Act(2005), and the 73rd and
74th Amendments to the Constitution that provide reservations for women to enter politics at the Panchayat
level. There are multiple national and state level governmental and non-governmental mechanisms such as
the Women’s Commission to advance these policies, and the implementation of these policies is
decentralized to state and district-level authorities and organizations that include local non-governmental
organizations corruption and lack of good governance practices. State-level governments claim a lack of
resources, and the resources they do receive are highly susceptible to corruption. Financial corruption
hinders the government’s ability to invest in social capital, including initiatives to advance women’s
empowerment. Since the 1990’s India has put in place processes and legislative acts such as the Right to
Information Act (2005) for information disclosure to increase transparency and hold government officials
accountable. Mistrust of political institutions and leaders remains high in the society with corruption and
graft allegations often covering media headlines(http://unpan1.un.org/intradoc/groups/public/documents/
APCITY/UNPAN019103.pdf) In addition to corruption and inadequate resources for implementation of
initiatives at the community level, women’s empowerment in India is negatively impacted by the pervasive
discrimination of women in the family and the community. Discrimination against women in most parts of
India (particularly the north) emerges from the social and religious construct of women’s role and their
status. As such, in many parts of India, women are considered to be less than men, occupying a lower status
in the family and community, which consequentially restricts equal opportunity in women and girls’ access
to education, economic possibilities, and mobility. Discrimination also limits women’s choices and freedom.
These choices are further dependenton structural factors like caste and class. Empowerment for women in
65
India requires a crosscutting approach and one which addresses the diversity of social structures that govern
women’s lives. Empowerment of women can be attained only if they excel in the political field also.
PARTICIPATION IN POLITICS
Political empowerment of women is essential to attain equality.Many institutional and cultural barriers stood
as a hindrance for women to actively engage in politics. However providing reservation has helped a great
deal to bring many women leaders to political spheres. Now they are many women led LSG’s in India
(Preeja&Hareesh in Rincy&Panchanatham,2018). Women’s rights within these movements are largely
unarticulated and thus reinforce inequalities within the very structures from which they are demanding
inclusion. Empowerment approaches for women therefore is not only about providing services, but also
about recognizing their lived realities of multiple layers of discrimination that hinder their access to services.
Similarly, access to education for girls in some of the northern states like Uttar Pradesh and Punjab does not
only rely on proximity of schools. Access to education is part of a larger structural concern, including the
practice of son preference, which creates inherent discriminatory practices. Education initiatives therefore
cannot rely solely on building educational infrastructure, but also need to address some of the root causes of
discrimination against women and girls which affect the decisions made by parents Identity politics in India
is a very critical political instrument, which is both used and abused throughout political and social
institutions. There are numerous social movements fighting for the rights of the marginalized, such as the
Dalit rights movement, the tribal rights movement, etc. These movements have achieved manygains in
assuring representation of the traditionally marginalized communities into mainstreamsociety.
WOMEN’S SECURITY, DECISION-MAKING POWER, AND MOBILITY
Women’s security, decision-making power, and mobility are three indicators for women’s empowerment. In
India, and more so for rural and less educated women, these three indicators are significantly low. Data from
the NFHS-3 survey on women’s decision-making power shows that only about one third of the women
interviewed took decisions on their own regarding household issues and their health.
Decision-making power among employed urban women was higher than among rural and less educated
women. The survey also found that older married women had more decision-making power than the younger
married women. Younger women and girls experience an additional layer of discrimination as a result of
their age. Data on women’s mobility in India indicates the lack of choices women have, and that urban and
educated women have more mobility choices than rural women. The data shows that about half the women
interviewed had the freedom to go to the market or a health facility alone. Seventy nine percent of urban
women from the highest education brackets and only about 40 percent of rural women without education
were allowed to go to the market alone.
Mobility restrictions for women are dependent upon how the family and community view women’s rights.
They also, however, are intrinsically dependent on the prevailing levels of violence against women in the
household and the community. Abuse and violence towards women is predominantly perpetrated within the
household, and marital violence is among the most accepted by both men and women. Wife beating,
slapping, rape, dowry related deaths, feudal violence towards tribal and lower caste women, trafficking,
sexual abuse, and street violence permeate the Indian social fabric, and create one of the most serious
obstacles in achieving women’s empowerment.
CONCLUSION
Gandhiji , our father of nation believed that India’s salvation depends on the sacrifice and enlightenment of
her women and also told that to call woman the weaker sex is a libel; it is a man's injustice to woman. If by
strength it is meant moral power then woman is immeasurablyman’ssuperior”( https://www.mkgandhi.org
/articles/womenempowerment.html ).Similarly the great reformer of India,Swamy Vivekanada also told that
there is no chance for the welfare of the world unless the condition of women is improved, It is not possible
for a bird to fly on only one wing. The best thermometer to the progress of a nation is its treatment of its
women. Woman has suffered for aeons, and that has given her infinite patience and infinite perseverance.
The idea of perfect womanhood is perfect independence. There is no hope of rise for that family or country
where there is no estimation of women, where they live in sadness (ww.writespirit.net/inspirational-
talks/spiritual/swami-vivekananda-talks/thoughts-on-women-swami-vivekananda/). The inclusion of
“Women Empowerment’ as one of the prime goals in the eight Millennium Development Goals emphasise
66
the importance of this fact. Thus, in order to achieve the status of a developed country, India needs to transit
its massive women folk into an constructive and fruitful work force and this is possible only through the
empowerment of women.
REFERENCE
 Beena Dewan(2016) Women's Empowerment and Security Mechanism in 21st Centuary Present Indian
Scenario, International Journal of Applied Science and Engineering 4(1)
 Domestic ViolenceAct (2005),Article21 of the Constitution on women’s bodily integrity, Sections 375
and 376 of the Indian Penal Code, etc. 1-13 DOI Number: 10.5958/2322-0465.2016.00001.0
 http://unpan1.un.org/intradoc/groups/public/documents/APCITY/UNPAN019103.pdf
 http://www.measuredhs.com/pubs/pdf/FRIND3/14Chapter14.pdf
 ILO- People Security Survey (PSS),Fact Sheet No. 4: Women face more economic
 Insecurity Cumulative disadvantages intensify gender divide Some key law and policies include: Articles
14, 15, 16, 39(a), 39 (d), Domestic Violence Act (2005), Sati Prevention Act(1987), Dowry Prohibition
Act Rules (1985).
 NFHS-Data analysis http://www.measuredhs.com
 Preeja.R and Hareesh(2018) Political Participation and Civic Engagement of Elected Women
Representatives in Women’s empowerment Editors :Rincy and Panchanatham, Academic publishers
London.
 Status on Women, at the National and State levels. 4
 Upadhyay.R, Women's empowerment in India, An analytical overview, Asia pacific foundation.
 Rincy V.M and Panchanatham.N (2018) Impact of Women Empowerment On Work Life Balance:
Women’s empowerment Editors :Rincy and Panchanatham, Academic publishers London.
 Rincy.V.M & Panchanatham, N. (2011). An exploratory study on work-life balance of women
entrepreneurs in south india. Asian Academy of Management Journal, 6(2), 77-105
67
INVESTORS' ATTITUDE TOWARDS REGISTERED CHIT FUNDS IN URBAN AREA: A
LITERATURE REVIEW
P. Vijayalakshmi1 and Dr. P. Jayakumar2

1
ABSTRACT
The aim of the study to know the Investors' Attitude towards chit funds serves as a main Investment thought
and has always been a back support. Chit funds target middle and lower-middle-income group and small
investors, comprising salaried people, other mixed-income groups and small level investors who limited or
no knowledge of Chit Fund Company. The study is based on the factors that influence investors' attitude of
the salaried, business, housewife and small level shop owner etc. The investor's services provided by the
investee in 90% of the people invest in Registered Chit Funds.
Keywords: Investors Attitude, Investment, Registered Chit funds.
INTRODUCTION
The Investment means the decision made by the investor as to where, when, how and how much funds to be
invested in various financial products and getting income or increase the fund's value. The rural economy of
our country has mostly relied on various small schemes run by the government. Chit is a kind of saving
scheme Practiced in India. Very offer they will start investing in other schemes from the same scheme. This
paper examines the registered chit funds in the urban area. Investing in the schemes from the small scheme
and how to earn more profit and low risk to be studying this paper.
A chit fund is organized by a small group of people, who are well-known to each other, who agree to
contribute periodically a certain amount of grain or money and to distribute the entire collection (fund), or a
part of it, to one of the subscribers on some mutually agreed basis.
V.G. Murugan (2012), "Investors Attitude towards investment option in Nellore region", the researcher
revealed that information is to study the needs, concerns, and problems of small investors in social
economics. It's also related to the investors' behaviors towards the various types of securities and assessment
of investment risk. This paper is very important for them to know their risk appetite and investment
objective for better decision- making. To analysis of awareness performances and experiences of small and
household investment in respect of various investment awareness of social economic, because who invest I
bank deposit are basically awed at risk.
Dr. Rangarajan, B. Ponnarasi & R.M. Duraiarasan (2013), "Investors Attitude towards local chit funds, ( a
study with the special reference to Triple cane", the researcher focus on investor attitude from the perception
of liquidity, safety capital gain, and transparency. This study analyzes the factor influence the investment
behavior of investor in chit funds. The study will find out for the total investors to invest in the chit for low
risk and high returns' for only registered chit funds can only possible.
Prof. Silpy Gupta, (2014), " Chit funds as an Indian savings schemes: A conceptual study", the researcher
says that make an attempt to illustrate the working principle of recognized chit fund company enhancing the
awareness among people before taking the decision of choosing chit funds. The concept of chit funds
existed in India even before the existence of formal baking g system. They have more alert instead of
becoming the victim. The government chit is regularized and procedure and transparency by registered
funds.
Dr. Saikat Gochhait (2015), "A case study of Chit Fund scam in India", the journal will analysis in NBFC,
SEBI check all the Financial Institution, how to check the credibility and creditworthiness' of the company,
fraudulent companies & report them, long record and financially sound promotion, organized Chit fund
Schemes, money circulation Schemes, incentives for subscribers to bring more people to the scheme.
Finally, the people (Investor) savings variables are not influencing the attitude of investors.
68
Dr. Sathiyadevi & Renju Thomas (2018), "Chit fund as an investment option: A study with special reference
Kerala State Financial Enterprises Ltd Mannaekkled", has conducted the research on the factor of registered
chit funds, investors to invest high returns and low risk. To know the satisfaction level among different
criteria of investment safety return for chit funds. To know the satisfaction level among different criteria of
investment safety, return for chit funds. The social economic variable concludes the age, gender, income &
job have been encouraging the investor's attitude towards chit funds. This paper helps the researcher gain real
knowledge and will help users to an analysis of investor attitude.
METHODOLOGY
The study was carried out of the Investors Attitude towards Registered chit funds in Urban Ares. Saving is
important to the future. Finance is a key implement and improving the efficiency of their saving habit. This
study targets the investors who are utilizing savings people we have received the evaluation of theoretical
position and ideological interpretation of low risk and high returns of the chit funds in the investors' Attitude.
CONCLUSION
This study reached the people because of the simple procedure and system. Most of the family members also
prefer chit funds. The Statistical tools analyzed that the income of individual has a say in investment is one
of the factors in deciding about the investors' Attitude. Because the investor's Attitude based on the income
level must be inspired to the saving habit. Also, they have invested in Registered Chit Funds, because of the
safety.
REFERENCE
 V.G.Murugan (2012) Investors Attitude towards investment option in Nellore Region. International
Journal of Research in Commerce & Management, vol.3, Issue-3, ISSN 0976-2183.
 Dr. Rangarajan, B. Ponnarasi & R.M. Duraiarasan(2013), Investors Attitude towards local Chit funds
with special reference to Triplicane, University of Madras.
 Prof. Silpy Gupta (2014) Chit funds as an Indian saving scheme: A conceptual study, internal Journal of
business and Administration Research Review, Vol.2, Issue.5, ISSN-2348-0653.
 Dr. Saikat Gochhait (2015), A case study of Chit fund Scam in India, Society for Education & Voluntary
Association for IJRSMS, Vol.3, Issue.1, ISSN: 2320-8236.
 Dr.R. Sathiyavathi & Renju Thomas (2018), Chit funds as an Investment Option: A study with Special
Reference to Kerala State Financial Enterprises Ltd, Mannarkkad, IJRAR, Vol.5, Issue.3, and ISSN:
2348-1296.
 Start From 684
69
A GENERAL STUDY OF ON STREET PARKING MANAGEMENT PLAN AND ITS PROBLEM
ANALYSIS FOR BENGALURU CITY, KARNATAKA, INDIA
Raghavendra R and Dr. Kamraj

Research Scholar1 and Assistant Professor2, Department of Business Administration, Annamalai University
ABSTRACT
Bangalore officially known as Bengaluru is the capital of the Indian state of Karnataka. It has a population
of over ten million, making it a megacity and the third most populous city and fifth most populous urban
mass in India. It is located in southern India on the Deccan Plateau. Its elevation is over 900 m (3,000 ft)
above sea level, the highest of India's major cities. The propensity to own private vehicles and the need for
their use has generated vast parking demand in metropolitan cities. Almost all the metropolitan cities are
experiencing increasing problems related to parking. When all impacts are considered, improved
management is often the best solution to parking problems. Parking management refers to various policies
and programs that result in more efficient use of parking resources.
Problems with current parking practices are studied with the parking accumulation and supply survey in
Bengaluru. To find out the appropriate parking services go in operation. Parking management strategies
(short term, medium term and long term) and the way they can be implemented are discussed. The costs of
proposed parking facilities, savings and improvements (change in LOS of the roads) that can result from
improved management is calculated. Parking demand models are developed with the help of different
software. To solve the parking problems immediately, short-term solution are recommended.
Keywords: Traffic, Vehicle Parking Survey, Advance Parking Management Systems, Level of Service (LOS).
INTRODUCTION
Bengaluru today is obviously one of the most sought after cities in the country what with the rapid growth in
the IT industry and the rise in the number of job opportunities in the city. With the rising population in the
city there is also a corresponding increase in the number of vehicles in the city and a huge increase in the
demand on land. What adds to the traffic pressure in Bengaluru in particular is that there is very little scope
for expansion of roads and the need to use existing roads for smooth movement of vehicles is even more
pronounced. It thus becomes mandatory for the administration to ensure better parking facilities. So far, the
government and the BBMP have not taken this issue seriously and now the situation is such that it needs to
be addressed seriously and effectively. Rapid population growth because of IT and other associated
industries in Bengaluru led to an increase in the vehicular population to about 1.5 million, with an annual
growth rate of 7-10% With the increase in population and the expansion of the city, the problem of
connectivity of the populace has arisen. Quite obviously personalized modes of transport have grown at a
tremendous rate and two wheelers along with the cars almost comprise 90% of the total registered vehicular
population in the city.
Two wheelers constitute more than 70% of the total volume, while cars comprise 15%, autos 4% and the
remaining 8% includes other vehicles such as buses, vans and tempos. Bengaluru City has witnessed a
phenomenal growth in vehicle population. As a result, many of the arterial roads and intersections are
operating over the capacity (i.e., v/c is more than one) and average journey speeds on some of the roads in
the Central Area are lesser than 15 kmph in the peak hours. Therefore, it has become necessary to plan for
efficient traffic management in Bengaluru. In this regard, Bengaluru City Traffic Police have envisaged the
"Bengaluru Traffic Improvement Project-B-TRAC ".For the financial year 2015-16, 2016-17, the
Government has released Rs. 42 crores, 35 crores respectively. In the year 2017-18 awaiting for grants. The
implementation will be done by the Govt. owned Karnataka Road Development Corporation (KRDCL).
B-TRAC is the first of its kind project in the country to address the issues of traffic congestion, safety etc
utilizing the latest traffic management technology and BTRAC is aimed at complementing the efforts being
done by other agencies to upgrade the road infrastructure & efficient mass transportation system. With the
increase in population and the expansion of the city, the problem of connectivity of the populace has arisen.
Quite obviously personalized modes of transport have grown at a tremendous rate and two wheelers along
with the cars almost comprise 90% of the total registered vehicular population in the city.
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Vehicle Population in Bangalore city (as on July,2017)
Two wheelers LMV A/R HTV HGv Total
4869225 1358419 221325 81970 108020 7028067
Sources: http://www.bangaloretrafficpolice.gov.in
NEED FOR THE STUDY
With the phenomenal increase in personalized motor vehicles, one of the major problems challenged by the
motorists is the acute shortage of parking space. In the absence of adequate organized parking space, the
invaluable road space is being used for vehicular parking. Obviously, the demand for parking has increased
in alarming proportion in Central Business Areas and other work/activity centers of the cities. A significant
fraction of the trip time in a congested urban area may be spent looking for parking space. Where car parking
spaces are a scarce commodity and owners have not made suitable arrangements for their own parking, ad
hoc overspill parking often takes place along sections of road residential streets, foot paths and green verges
of the roads which causes frequent traffic jams. This problem is required to be solve proactively by
managing on-street parking prominent places.
OBJECTIVS
The objectives of the paper are
a) To assess the parking duration & accumulation
b) To study existing parking Conditions
c) To formulate strategies for better management for parking
PARKING CHARACTERISTICS
Parking accumulation: It is defines as the number of vehicle parked at a given instant of time. Normally this
is expressed by accumulation curve. Accumulation curve is a graph obtained by plotting the numbers of bays
occupied with respect to time.
Parking volume: Parking volume is the total number of vehicle parked at a given duration of time. This does
not account for repetition of vehicles. The actual volume of vehicles entered in the area is recorded.
Parking load: parking load gives the area under the accumulation curve. It can also be obtained by simply
multiplying the numbers of vehicles occupying the parking area at each time interval with the time interval.
It is expressed as vehicle hour.
Average parking duration: It is the ratio of total vehicle hours to the number of vehicles parked. Parking
duration = Parking load/Parking volume
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Parking turnover: It is the ratio of number of vehicles parked in duration to the number of parking bays
available. Parking duration = Parking volume/Number of bays available
PARKING CONDITION & ISSUES
1. The Parking issues of Bangalore are intricately related to the city structure, infrastructure, traffic and
management.
2. The One way system proposed for speedy movement within the city and streamlining the traffic had
facilitated clear carriageways with removal of parking from the roads. These have resulted in moving the
“on street parking” to the other roads and spaces available surrounding to these roads.
3. The practice of “Pay and Park “has been tried for a few years for about 71 locations, this has been
discarded since 2005. Though the Pay and Park has been discarded, this has resulted in the haphazard and
unregulated parking, often some illegal collection of fee for parking.
4. Carriage way – road side parking: Unregulated road side parking is being resorted to by vehicle users as
the owners and visitors prefer to park the vehicle close to the work place for easy access and safety of the
vehicle. Parking of this type must be prohibited.
5.a.The Parking on foot path by house dwellers: This limits the foot path space for pedestrians and is wide
spread in both residential and commercial areas of the city.
5.b. Parking in front of the shops: Basements which are meant for parking are put to commercial use and the
shops/commercial establishments are forced to park their vehicles on roads.
5.c. Parking by Automobile dealers and repair units : repair vehicles and goods are parked on the road and
the sidewalks.
6. Commercial vehicles such as the Lorries, mud tippers and others have no space for the parking in the city.
The transport Lorries are parked along side the highway such as the NH4, NH7, etc.
72
7. Auto rickshaws park their vehicles as per their convenience and short parking also impacts the smooth
flow of traffic and creates accidents. People are allowed to take a rickshaw anywhere and alight at will.
8. The private bus stand in kalasipalyam is unregulated and the space requirement for buses is inadequate.
The “spillover of the bus” leads to crowding the Majestic / KG Area. The Private buses now stop at Hosur
Road, Tumkur road for users. The location of the bus parking is not convenient to the user or to the
vehicles passing on the road.
Failure of Multi-level parking lots in Bengaluru
Despite existing infrastructure, several motorists prefer to park on roads or pavements, leading to
severetrafficjams.
The Bengaluru Metropolitan Transport Company (BMTC) owns nine multi-storeyed parking complexes
while the Bruhat Bengaluru Mahanagara Palike (BBMP) owns two, in KR Market and JC Road. Around
1,200 cars and 3,500 two-wheelers can safely be accommodated between these 11 parking lots. Sadly, these
parking lots hardly ever see 20-30 per cent occupancy, since parking on roads or pavements is easier, there
are no questions asked and it is absolutely free. These ‘ghost-like’ parking complexes were constructed in
busy commercial parts of the city and near BTMC bus stations to help traders and shoppers and to
make last-mile connectivity convenient to commuters. At the time of visit to BBMP’s multi-storeyed
parking complex on JC Road, there were fewer vehicles inside than those parked on the street. Spread over
three levels, the JC Road parking complex can accommodate about 150 cars and more than 150 two-heelers
at a time. But on any given day, one can see only about 60 to 70 cars and about 15 two-wheelers parked here.
The manager overseeing the operations in the parking complex says, “The parking fee per hour is Rs 10 for
two-wheelers and Rs 30 for cars. We see more cars than two-wheelers.”
For many commuters, the parking fee is a matter of concern and for others, the connectivity of parking
spaces to their destination is another reason not to park inside the multi-stored parking complexes in the city.
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The KR Market Parking complex has three floors, of which only two floors are functional. The complex can
accommodate about 60 to 70 cars and more than 300 two-wheelers at a time. But the average occupancy is
about 25 cars and about 150 two-wheelers. “Although traders park their cars here, visitors and shoppers
don’t seem to want to park here due to safety issues. Also two-wheeler riders prefer to park along the street
as they finish their purchasing in just few minutes,” said an official from the BBMP’s Revenue Department.
The BBMP has planned to set up similar parking complexes near Freedom Park and Kidwai Memorial
Hospital. The first phase of the multi-level underground parking at Freedom Park complex has been
completed and the minus 2 parking area can accommodate 36 to 40 cars. The full project, with 1000-vehicle
capacity, will be completed by December. Apart from these, Palike owns parking permits in areas like
Jayanagar Shopping Complex and RT Nagar Market where it has outsourced parking operations.
Sources: Bangalore Mirror

STRATEGIES FOR BETTER PARKING MANAGEMENT
1. Tech-led parking management system (IT enabled services)
2. Establishment of differential parking norms & guidelines based on public transport services
3. Implementation, enforcement and management of public parking policy
4. Organizational structure for the implementation of parking policy
5. On street parking management
TECH-LED PARKING MANAGEMENT SYSTEM (IT ENABLED SERVICES)
Haphazard and illegal parking, which significantly contributes to congestion, may end if the BBMP launches
its plan for a proper parking system.The civic body is ready with a technology-led parking management
system, which will cover 87 roads in and around the central business district in Bengaluru.
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Sources: ET Bureau
GET MY PARKING
Get my parking is one of the smart parking platform for smart cities like Bengaluru with data & technology
by having 300+ location for on-street, off-street, advance booking, navigation, pay cashless, no frustration
and save fuel & time features
75
How It Works
The simple technology of uPark believe in providing a comprehensive parking solution to the car driving
community. Here's a revolutionary new way to find and book parking spots either online or on your mobile
devices. Follow the 5 simple steps listed below. The next time you are on the roads, parking can be simple
and easy. Book parking spots through uPark and opportunity to receive fantastic discounts from the
businesses nearby. That's a great way to combine your spend and double the fun by driving less on the roads.
Help yourself and the community by reducing traffic congestion.
ESTABLISHMENT OF DIFFERENTIAL PARKING NORMS & GUIDELINES BASED ON

PUBLIC TRANSPORT SERVICES
The BBMP is committed to the efficient operations of all aspects of parking management, maintenance,
availability, integrating with other modes, traffic safety, and enforcement, for creating better environment in
the city while encouraging the citizens to use public transport and discouraging use of private vehicles.
IMPLEMENTATION, ENFORCEMENT AND MANAGEMENT OF PUBLIC PARKING POLICY
Parking Districts
Dividing city into multiple parking districts. A parking district shall be the main unit for administering
parking regulations and management. Each parking district shall comprise the entire street network including
streets with no parking and paid parking, as well as off-street parking in the vicinity. The management of on-
street as well as off-street parking in any particular district shall be managed by a single operator. Such
parking districts in different parts of the city may have different parking charges, different rules and
regulations. A parking district may have one or more zones in it, for eg. some part of mobility corridor, some
residential area etc. Boundaries of each parking district and variation in parking charges, if any, shall be
decided after detailed study.
ORGANIZATIONAL STRUCTURE FOR THE IMPLEMENTATION OF PARKING POLICY
Successful implementation of parking management system will involve cooperation between multiple
stakeholders (such as urban local bodies, traffic police, planning agencies, operators and others) at different
stages of implementation. To manage all aspects of parking in Pune and to coordinate with various
stakeholders, a “Parking Management Cell” shall be created in Pune Municipal Corporation. Municipal
commissioner shall be empowered to take decisions regarding revision of parking rates.
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ON STREET PARKING MANAGEMENT
Define parking lots for vehicles only after providing ample space for footpaths, cyclists, trees and
street vending
• The safety and efficiency of the road shall be maintained through effective on street parking restrictions
and management option.
• Carrying capacity of the road shall be taken into consideration while allotting on street parking spaces.
• Care shall be taken to eliminate the conflicts between pedestrians, cyclists and vehicles while planning for
on street parking spaces.
• As a part of long term strategy, options such as restricting parking at all times on all mobility corridors
shall be explored.
• While designing streets, priority shall be given to the movement of pedestrians, cyclists, public transport,
public spaces and then motor vehicles. Parking can be accommodated in the remaining street space.
However, opinion of traffic police and local stakeholders shall be necessary while designating parking
spaces.
• Some parts of the city shall be declared as ‘No parking zones’ in consultation with traffic police.
• In all ‘no parking’ zones, only boarding-alighting shall be permitted (i.e. one minute only). Halting of
vehicle for more than one minute in ‘No parking’ zone with driver sitting in the vehicle shall not be
permitted and shall be treated as violation of ‘No parking’ regulation.
• In case of any temporary construction or stall allowed by BBMP which fully or partly blocks the footpath,
the on street parking shall be temporarily removed in that stretch in order to ensure space for pedestrians
to safely pass with the use of barricades or temporary measures.
CONCLUSION
With the phenomenal increase in personalized motor vehicles, one of the major problems confronted by the
motorists is the acute shortage of parking space. The demand for parking has increased in alarming
proportion in Central Business District (CBD) areas and other work/activity centers of the cities. The
provision of multi-level parking and their effective use emerges as the most viable initiative in the cities. On
the basis of the present study conducted in Bengaluru the following conclusions have been drawn:
• Based on the study it is found pay & park with illegal collection of fee for parking.
• It is found by the study multi-level parking in JC road, Kempegowda market, Shanti nagar, Mejestic etc
area is not utilized by the public due to illegal activities by the contractors
• Most of the technology related application is given importance by the public which is easy to adopt
• By adopting different policies and norms by BBMP helps parking facility to be successful.
By analyzing it is found by following the strategy which is done through this study will help Bangalorians to
regularize the parking issues and Finally, in the long run, smart parking can actually transform the very
makeup of our urban landscapes, making them more amenable to people
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REFERENCE
1. Happiest mind smart parking
2. Bangalore traffic police manual 2017-18
3. On Street Parking Management Plan and Cost-Benefit Analysis for Dharwad City, Karnataka, India
International Journal of Engineering Research and Applications (IJERA) ISSN: 2248-9622
www.ijera.com Vol. 2, Issue 3, May-Jun 2012, pp.1654-1665
4. https://bangaloremirror.indiatimes.com/bangalore/cover-story/bengaluru-hopes-to-learn-a-thing-or-two-
from-delhi/articleshow/64035741.cms
5. https://bangaloremirror.indiatimes.com/bangalore/cover-story/40-gurus-in-merlion-land-students-fared-
poorly-so-teachers-will-fly-to-singapore-for-training
6. https://www.happiestminds.com/whitepapers/smart-parking.pdf
7. https://www.planetizen.com/node/19149
8. https://www.thehindu.com/news/national/karnataka/sustainable-parking-strategies-for-traffic-
decongestion-in-bengaluru/article18192612.ece
9. http://www.upark.in/how-it-works
10. International Journal of Modern Engineering Research (IJMER) www.ijmer.com Vol.2, Issue.3, May-
June 2012 pp-742-748 ISSN: 2249-6645
11. Ides consulting pvt ltd in association with UrbanFirst Systems pvt ltd
12. Parking management system by somfay.
78
INFLUENCING FACTORS OF ORGANIZATIONAL HEALTH ON ORGANIZATIONAL
EXCELLENCE AND HRM IN PRIVATE SECTOR
A. Divya1 and Dr. G. Udayasuriyan2

1
ABSTRACT
Organizational health is an important factor to improve the excellence level of the organization as well as to
increase the commitment level of the employees. To study the Organizational Excellence of the Employees is
the objective. So far that organizational excellence is the hall mark factors in the organizational health its
leads to improve the effectiveness of the organization.
Keywords: organizational health, organizational excellence, hrm, organisational effectiveness
INTRODUCTION
Origin of model excellence in quality management and excellence models have evolved from total quality
management issues (Calvo et al., 2006). Organizational Excellence is subject to certain conditions such as
culture, internal and external business environment, characteristics of the organization's human resources,
strengths and weaknesses and the opportunities and threats that are surrounded the organization.
Davies et al (2001) believe that quality looks like the eye of a viewer and excellence is insight to located in
behind of it and draws the distant horizon. Mirsepassi (1988) has not considered excellence as a point of
perfection of organizations and has depicted another step that is named “organizational culture”, in evolution
way of the excellence concept in organizations and he has defined it in a reasonable balance in the
bureaucracy, technocracy and democracy organization
Calvo et al., (2006) Shown that organizational excellence model has been effective in improving
organizational performance. Organizational excellence models were invented with the aim of measuring the
overall performance of the organization with inclusive respect to all dimensions of organizations
DEFINITION OF ORGANIZATIONAL EXCELLENCE
Organizational Excellence looks like an integrated effort towards continual improvements from top to
bottom and across all horizontals. The improvements need to be measured in quantifiable terms to create
benchmarks which can be achieved in pre-decided time frames.
THEORETICAL BACKGROUND OF ORGANIZATIONAL EXCELLENCE
Nowadays, there are attempts from many organizations to achieve excellence but, unfortunately, many of
them fail to achieve this goal because of their lack of understanding about the meaning of excellence in
economic management (Dahlgaard, 2003). The organizational excellence concept is an academic term
originated from Peters and Waterman (1982) (Antony & Bahattacharyya, 2010). In addition, they argued that
organizational excellence is measured based on the relationship between different performance’s indicators.
Excellence has been defined by many researchers. One of the important definitions was defined by the
European Foundation for Quality Management. EFQM defined excellence as the outstanding practice in the
organization to achieve nine essential concepts, namely, customer focus, management by process and facts,
continuous learning, partnership development and public responsibility, result orientation, leadership and
constancy of purpose, people development and involvement, and innovation and improvement (EFQM
guidelines, 1999). Additionally, Eisakhani (2008) argued that excellent organizations have seven features
like perspective and mission, organization planning, processes, ambition purposes, strategic thinking,
leadership, and technology.
Models of organizational and business excellence are the instruments that assist organizations to measure the
degree of the successful and excellent organizations’ path (Attafar, Forouzan, & Shojaei, 2012). There are
many popular models such as Malcolm Baldrige, EFQM, Deming, and Peters and Waterman. Through these
models, organizational performance is evaluated and enhanced through a process of continuous amendment.
79
IMPORTANCE OF ORGANIZATIONAL EXCELLENCE
1. KNOWLEDGE IS KEY TO ORGANIZATIONAL SUCCESS
In today's knowledge-based economy, natural, financial and technical resources alone do not provide
competitive advantage to a business. These traditional factors are widely available to all competitors in an
industry. It is the ability of employees to creatively use these resources to generate new ideas and products
that add value. Employee surveys are an integral part of a firm's competitive arsenal.
2. EMPLOYEES KNOW MORE ABOUT OPPORTUNITIES THAN ANYONE ELSE
Job incumbents, more than anyone else, understand workplace realities. It is the actual job incumbent who is
intimately familiar with the constraints, changes and opportunities associated with the job. By tapping into
this valuable source, a firm can simplify procedures, reduce costs and improve customer satisfaction.
3. INVOLVEMENT IS KEY TO EMPLOYEE RETENTION
Today's knowledge workers demand more involvement in their work and organizations. Knowledge workers
have been the fastest growing segment of the labour market. The demand for knowledge workers is expected
to be even higher in the foreseeable future. These highly skilled employees are not satisfied by a passive role
at their workplace. They can and want to be involved. Indeed, to retain them, organizations may have little
choice but to involve them.
FIVE PILLARS OF OE
Organizational excellence is designed for permanent change by focusing on managing the five key pillars
 Pillar 1: Process Management
 Pillar 2: Project Management
 Pillar 3: Change Management
 Pillar 4: Knowledge Management
 Pillar 5: Resource Management
Leadership and organizational excellence are inextricably linked. The latter begins with leaders who
Embrace change and new ideas, anticipate opportunities, remain transparent, and take well calculated risks in
a way that efficiently achieves the mission while evolving towards new challenges and opportunities.
Organizational excellence will result from clear business practices that allow efficient and consistent
operations within a Refuge System and that allow focus on the highest priority goals and objectives. Our
organizational excellence will reduce administrative burdens, prevent information overload, and effectively
share institutional knowledge. Through achieving this, we will improve efficiency to facilitate better
stewardship of the Public’s natural and fiscal resources.
Organizational excellence begins with leaders who embrace change and new ideas. They will anticipate
opportunities, remain transparent, and take well calculated risks. The Refuge System will excel in our rapidly
changing world. Our leaders will be flexible and adaptive. A continuous learning culture will be viewed as
no less than a critical means of conservation relevancy, and indeed survival.
Figure-1: Organizational Excellence and HRM Practices

80
IMPACT OF ORGANIZATIONAL EXCELLENCE AND HRM PRACTICES
Improve our understanding of how organizations deploy organizational excellence to improve the whole
performance. The organizational excellences are the main focuses to attain performance for any organization
(Al-Dhaafri, Yusoff, & Al-Swidi, 2013). In the previous literature, there is a great attention on the
management of organizational performance in order to identify the drivers of high performance. In other
words, there is an upswing of researches about the impact of certain practices and strategies on
organizational performance.
The implementation of innovative strategies such as organizational excellence can enhance the overall
organizational performance. The term business excellence has appeared to be like organizational excellence
with the difference that business excellence may be used more to private sector while organizational
excellence to public sector (McAdam, 2000).It is suitable to increase the attention to the significance of the
organizational excellence involved in studies as one of the unique significant resource that may lead to have
superior performance. Therefore, the importance of the study lies in the investigation of the role of
organizational excellence in creating the desired competitive advantages.
Human resource management can be defined based on the distinct levels of contribution that can be
delivered by the management practices. They defined human resource management practices as those that
are theoretically or empirically related to overall organizational performance. When a firm’s human resource
practices are consistent with each other ( i.e. internal fit), with the firm’s strategic goals (i.e. external fit),
organizational efficiency will be enhanced(Huselid, 1995;Wright and Mcmahan, 1992). While strategic
human resource management is related with the human resource alignment with the firm’s strategy, human
resource practices are the exact mechanisms aimed at the acquisition, development, and motivation of human
capital. Strategic human resource management focuses on what a firm does with human resources, while
human resource practices refer to how these resources are managed.
Mahmood (2016) Organizational excellence means an organizational commitment to sustained and
permanent growth and development of company. Organizational excellence is subject to certain conditions,
culture, internal and external business environment, characteristics of the organization's human resources,
strengths and weaknesses and the opportunities and threats that have surrounded company.
OUTCOMES OF ORGANIZATIONAL EXCELLENCE
Al-Dhaafri (2016) the effect of Organizational Excellence on organizational performance was examined in
the previous literature. This study is one of the few studies that examine the direct effect in this relationship.
Most of previous studies were conceptual, case studies, or literature review. In addition, the result also has
many practical implications. It will increase the awareness among managers, practitioners, and Decision
Makers about the importance of practicing excellence when implementing strategies in their organizations to
achieve the desired organizational performance.
NEED FOR THE STUDY
Successful organizations understand that organizational health improvement by the way of enriching the
Organizational Excellence level is not only the responsibility of Human Resources Department. Executive
managers and leaders must communicate the importance of involvement at every level within the
organization. An organization’s leaders can choose to communicate their dedication to workplace
involvement using a variety of strategies. Executives may choose to create a department solely focused on
the company's efforts or may choose to issue focused statements to lower-level employees. These strategies
display on organization’s Excellence of the employees.
The study is descriptive in nature to determine the mean and S.D of the organizational Excellence.
Objectives of the Study: To study the Organizational Excellence of the Employees.
Sample design: The employees from the public sector are considered as the sample population
Sample size: The sample size is 937 respondents
Sampling Technique: Proportionate Stratified random sampling.
81
Tools for Data Collection: The data was collected from the employees of Public sectors through
questionnaires.
Tools for Data Analysis: Mean and S.D of the organizational Excellence.
RESULTS AND DISCUSSION
Reliability Measures: The reliability of organizational Excellence was computed by using SPSS software.
Cranach’s alpha reliability coefficient was computed to calculate reliability of all items in the questionnaire.
The reliability of the questionnaire was found to be 0.745.
Table-1.1: Mean and S.D of the Statement of Organizational Excellence of the Employees
Statement of Organizational Excellence Mean S.D
Our managers are usually very effective. 3.674 1.374
Efficiency is highly valued 3.562 1.406
The recent decisions of management have clearly benefited the organization. 3.839 1.323
Creative problem solving is the characteristic features of this organization. 3.582 1.525
Superiors pay due attentions to employees constructive suggestions. 3.423 1.513
This organization consists of sufficient number of management levels. 3.655 1.557
This organization is always receptive to new ideas. 3.684 1.299
People at each level of this organization are given enough authority to do their jobs. 3.491 1.519
Our top managers are competent in their jobs. 3.721 1.414
Our senior’s manager set a good example for our junior managers. 3.388 1.437
This organization is always trying to do thing in a better way. 3.412 1.549
This organization seems to have about the right number of supervisors at each level. 3.502 1.475
Superiors in this organization do create situations in which subordinates learn a lot. 3.482 1.518
Top management sees its human resources as of considerable importance. 3.545 1.390
This organization provide good training programme. 3.607 1.464
Most managers in this organization have clear objective. 3.521 1.431
This organization uses the qualifications of its members. 3.433 1.435
Our recruitment policy is a good one. 3.355 1.509
Productivity standards are highly stressed here. 3.228 1.571
The management encourages employees to think about exciting and unusual careers. 3.345 1.574
Day-to-day work problems are systematically attended to here. 3.547 1.427
This organization is fair in dealing with its members. 3.587 1.454
Table 1.1 revealed that the mean score of Organizational Excellence, high mean score value consist of our
top managers are competent in their jobs (3.721), The recent decisions of management have clearly benefited
the organization (3.839) and this organization is fair in dealing with its members (3.587) these are the
important Factors of the organizational excellence. The minimum mean score, comes under this organization
is always trying to do thing in a better way (3.412) and our senior’s manager set a good example for our
junior managers (3.388), Productivity standards are highly stressed here (3.228) these Factors are least
important to the organizational excellence on organizational health.
DISCUSSION
The organizational excellence always ties up with innovativeness of the organization. Hoy 1991 to shows
that Healthy organizations effectively respond to their environments and continue to adapt and develop
amidst challenges that may arise. Unhealthy organizations are less adapts to cope with emerging challenges;
hence, they will become less productive and decline overtime. The table clearly mentioned that organization
82
to treat the employees with highly pampering and instructions given by the top management to Middle level
they fairly discuss the projects to the middle level managers. The managers to assign the targets of the
projects detailed and concern with the supervisors.
The organizational always following the policy of employer take care of the employees and employees take
care of the employer. So the organization highly concentrated on employees well being as well as safety.
That is the reason employees give a lot of preference to the excellence of the organization. Healthy
organizations proactively act to remain effective. As is true for personal health, the greater the challenge
experienced, the healthier an organization must be to effectively respond to increasingly challenging
requirements. Lazarus 1991 results of long-term personal health such as job involvement and job
satisfaction. Organizational health relates to performance with effective leaders who implement to achieving
objectives with maximum efficiency of the employees.
SUGGESTIONS
Organizational Excellence is always tied up with adaptiveness. The biggest reason that organizational health
remains untapped is that it requires courage. Leaders must be willing to confront themselves, peers their
employees a singular impact reveals that the bottom line of their organization. That must be prepared to
straight in to uncomfortable situations and address the issues that prevent them from realizing the potential
efforts to achieve the organizational goals.
CONCLUSION
Organizational excellence and HRM practices are stimulate to attaining their efforts on developing the employees
effectively. They may create the healthy environment in identifying the right talent, apprise and reward their
performance with right incentives and provide career development of organization, employees to reach the
excellence at the fixation of production goals. This factor considered to be hall marks of the organizational health
factor leads to the organizational success.
REFERENCE
 Mahmood Golmohammadi and Adel Ghorbani The effect of job attitudes and organizational identity in
organizational excellence of employees (Case Study: Staff of Department of Natural Resources and
Watershed of Ardabil province), international journal of humanities and cultural studies ISSN 2356-5926
 Al-Dhaafri, H. S., Bin Yusoff, R. Z., & Al-Swidi, A. K. (2013) the Effect of Total Quality Management,
Enterprise Resource Planning and the Entrepreneurial Orientation on the Organizational Performance:
The Mediating Role of the Organizational Excellence—A Proposed Research Framework. International
Journal of Business Administration, 4(1), 66-85. http://dx.doi.org/10.5430/ijba.v4n1p66
 Morieux, Y. (2013) as work gets more complex, 6 rules to simplify. San Fransisco, California, United
States of America.
 Attafar, A., Forouzan, B., & Shojaei, M. (2012) Evaluation of Organizational Excellence Based on Peters
and Waterman’s Model in Tuka Steel Investment Holding. American Journal of Scientific Research, 50,
119-137.
 Antony, J. P., & Bhattacharyya, S. (2010) Measuring organizational performance and organizational
excellence of SMEs-Part 2: An empirical study on SMEs in India. Measuring Business Excellence, 14(3),
42-52.
 Moorman, C., & Miner, A. S. (1998) Organizational Improvisation and Organizational Memory. The
Academy of Management Review, 698-723.
83
IDENTIFYING THE ROLE OF BREATHING EXERCISES INFLUENCE JOB PERFORMANCE
AMONG EXECUTIVES
E. Chandramouli1 and Dr C. Kathiravan2

1
ABSTRACT
Worker performance is a standout amongst the most critical develops in both authoritative brain research
and human asset the board (Campbell, McHenry, and Astute, 1990). It is a capacity that an individual can
effectively perform inside structure of typical imperatives and accessible assets (Jamal, 2007) (Divider et al.,
2004). Representative Job Performance alludes to the level of accomplishment of the mission at work spot
that develops a worker job (Cascio, 2006). This article describe about breathing exercises and its
relationship of job performance among executives
INTRODUCTION
Looking into the written works, it was discovered that there are numerous human asset the board factors that
can impact the firm performance incorporates performance of representatives. Factors, for example,
hierarchical culture, job fulfillment, preparing and advancement, and stress, have been contemplated and
scientists have exhibited proof on the connection between these components and representative performance.
Hypertension is a noteworthy hazard factor for cardiovascular ailment and stroke all inclusive. It tends to be
activated by pressure, corpulence, smoking, unnecessary liquor utilization, maturing and hereditary history
progressively normal in officials with stationary way of life. Worry at work is a noteworthy issue for the two
people inside an association and for the association itself (Leong, Furnham, and Cooper, 1996). It is
imperative to find a way to bring down it. This incorporates adjusting unwinding, eating healthy, getting
standard exercise, lessening weight and not smoking. One other strategy to diminish the hazard is breathing
exercises.
Breathing exercises is one of the non-pharmacological modalities. It is realized that customary routine with
regards to breathing exercises builds parasympathetic tone, diminishes thoughtful action, improves
cardiovascular and respiratory capacities, diminishes the impact of anxiety on the body and improves
physical and emotional well-being (Adhana et al., 2013, Kulur et al., 2009 and Mourya et al.,2009). By
finding out about appropriate breathing methods and actualizing in day by day life receive the wellbeing
rewards. A few examinations firmly indicated decrease in hypertension through moderate, musical and
profound breathing. Scientists A.GROSSMAN and E.GROSSMAN in a recent report found that profound
and moderate breathing activity increment baroreflex affectability and pulse inconstancy improve little
vessels blood stream and lessening fringe obstruction, consequently prompting circulatory strain decrease.
The reason for this investigation is to recognize the job of breathing activity in worker performance and the
human asset the board factor especially pressure that are relied upon to impact the performance of
representatives as officials.
OBJECTIVE
To discover the connection between human asset the executives stress factor and firm performance
incorporates worker performance.
REVIEWS
Specialists had discovered proof about the connection between worker performance and stress. Jamal (2007)
proposed three sorts of connections which are sure, negative and u-formed relationship. Along these lines,
this finding is like the discoveries of this examination, which discovered negative connection between the
two factors for example the discoveries of the investigation is in concurrence with the discoveries of Jamal
(2007). Also, Siron and Tasripan (2012) in their examination on worry in Malaysia found that the chiefs and
managerial have moderate dimension of pressure and that influence their performance. The creators
recommended that association ought to diminish the dimension of worry to build the performance.
Consequently, the connection among stress and representative performance is negative and this is in all out
concurrence with the discoveries of our investigation. In this manner, the finding of the investigation can be
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translated as the higher the feeling of anxiety in the associations, the lower the performance of the
representative.
Highlights of deep breathing
Profound breathing is a mind body system
Long haul rehearsing of profound breathing exercises improves wellbeing
Moderate breathing is the most advantageous type of breathing
Steps to follow
1. Sit discreetly and serenely in a calm room.
2. Keep eyes open all through the whole moderate breathing session.
3. Focus consideration on breathing
4. Breathe gradually at six redundancies for every moment
5. Each complete inhale should most recent 10 seconds. Take in through the eye for 4 seconds and after that
inhale out through the mouth for 6 seconds
6. Monitor heartbeat rate and circulatory strain previously, amid and following profound breathing sessions.
7. Practice two times per day for 10 to 20 minutes
Health Benefits
Self saw decreases in dimensions of strain and uneasiness
Moderate breathing 6 or 5 breaths for each min has a huge diminishing in basal pulse following 3 months of
training
Diminishing systolic and diastolic blood weights in hypertensive subjects.
RECOMMENDATIONS
Moderate profound breathing is a simple exercise, non-obtrusive and effortless. It very well may be done at
wherever, less tedious, and financially savvy. Hence, this examination was underscored the adequacy of
moderate profound breathing exercises on hypertension and pulse as a non-pharmacological corresponding
way to deal with treat pressure incited hypertensive patients and make these delicate practices a beneficial
movement to consolidate into a solid way of life. This examination could include a vital proof based practice
to the concerned people..
CONCLUSION
Customary routine with regards to appropriate moderate profound breathing procedure improves health by
diminishing pressure and keep up circulatory strain in this way increment the job performance in the
association.
REFERENCES
1. Hourani, L. L., Williams, T. V., & Kress, A. M. (2006). Stress, mental health, and job performance
among active duty military personnel: findings from the 2002 Department of Defense Health-Related
Behaviors Survey. Military medicine, 171(9), 849-856.
2. Hassan M. E. Aboazoum, Umar Nimran, Mochammad Al Musadieq Analysis Factors Affecting
Employees Job Performance in Libya IOSR Journal of Business and Management (IOSR-JBM) Volume
17, Issue 7.Ver. I (July 2015), PP 42-49
3. Borman, W. C., & Motowidlo, S. J. (1997). Task performance and contextual performance: The
meaning for personnel selection research. Human performance, 10(2), 99-109
4. Chobanian AV, Bakris GL, Black HR et al.: Seventh report of the Joint National Committee on
prevention, detection, evaluation, and treatment of high blood pressure. The JNC 7 report. Hypertension
42(6), 1206–1252 (2003).
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5. Mancia G, De Backer G, Dominiczak A et al.:2007 Guidelines for the management of arterial
hypertension: the task force for the management of arterial hypertension of the European society of
hypertension (ESH) and of the European society of cardiology (ESC).Eur. Heart J. 28(12), 1462–1536
(2007).
6. Williams B, Poulter NR, Brown MJ et al.: British Hypertension Society guidelines for hypertension
management. BMJ 328(7440), 634–640(2004).
7. Schein MH, Gavish B, Herz M et al.:Treating hypertension with a device that slows and regularises
breathing: a randomized,double-blind controlled study. J. Hum.Hypertens. 15(4), 271–278 (2001).
8. Grossman E, Grossman A, Schein MH, Zimlichman R, Gavish B: Breathing-control lowers blood
pressure. J. Hum. Hypertens.15(4), 263–269 (2001).
9. Rosenthal T, Alter A, Peleg E, Gavish B:Device-guided breathing exercises reduce blood pressure:
ambulatory and home measurements. Am. J. Hypertens. 14(1), 74–76 (2001).
10. Viskoper R, Shapira I, Priluck R et al.: Nonpharmacologic treatment of resistant hypertensives by
device-guided slow breathing exercises. Am. J. Hypertens. 16(6), 484–487(2003).
11. Meles E, Giannattasio C, Failla M,Gentile G, Capra A, Mancia G:Nonpharmacologic treatment of
hypertension by respiratory exercise in the home setting. Am. J. Hypertens. 17(4), 370–374 (2004).
12. Brook RD, Julius S: Autonomic imbalance,hypertension, and cardiovascular risk.Am. J. Hypertens. 13(6
Part 2), 112S–122S(2000).
13. Pitzalis MV, Mastropasqua F, Massari F et al.:Effect of respiratory rate on the relationships between RR
interval and systolic blood pressure fluctuations: a frequency-dependent phenomenon. Cardiovasc. Res.
38(2), 332–339(1998).
14. Lanfranchi PA, Somers VK: Arterial baroreflex function and cardiovascular variability: interactions and
implications. Am. J. Physiol. Regul. Integr. Comp. Physiol. 283(4), R815–R826 (2002).
15. Elliot WJ, Izzo JL Jr, White WB et al.:Graded blood pressure reduction in hypertensive outpatients
associated with use of a device to assist with slow breathing. J. Clin. Hypertens. 6(10), 553–559 (2004).
16. Logtenberg SJ, Kleefstra N, Houweling ST,Groenier KH, Bilo HJ: Effect of deviceguided breathing
exercises on blood pressure in hypertensive patients with type 2 diabetes mellitus: a randomized
controlled trial. J. Hypertens. 25(1), 241–246 (2007).
17. Schein MH, Gavish B, Baevsky T et al.:Treating hypertension in Type II diabetic patients with device-
guided breathing:a randomized controlled trial. J. Hum. Hypertens. 23(5), 325–331 (2009).
18. Parati G, Carretta R: Device-guided slow breathing as a non-pharmacological approach to
antihypertensive treatment: efficacy, problems and perspectives. J. Hypertens. 25(1), 57–61 (2007).
86
SELF HELP GROUP PRODUCTS AND THEIR MARKETING PROBLEM INVILLUPURAM
M. Sundarrajan1 and Dr. V. Sitharathasankar2

1
ABSTRACT
The Paper is focused on SHG and how they are facing the problems during market their products. Women is
the booster of the economic growth but still we haven’t used fully. SHG is a tool to outcome from the old bias
and participating towards healthy economy. This we can seen in the rural area major contribution of
savings comes from woman compare to men and they runs their day to day live within their Income. SHG
members facing marketing issue towards their products due to lack of raw materials, poor packaging,
location of the shop, lack of knowledge about marketing strategy, sales promotion, target customers and
positioning the product. Government , NGO and Corporate companieshas to join hands with SHG. Need to
give proper education, training and workshop regarding how to market and face the competition in the
market with other competitor’s products.
Keywords: Self-help Group, Products marketing.
1. INTRODUCTION
SHG is group of rural poor who have volunteered to organise themselves into a group for eradication of
poverty of the members. They agree to save regularly and convert their savings into a Common Fund known
as the Group corpus. The members of the group agree to use this common fund and such other funds that
they may receive as a group through a common management. The group formation will keep in view the
following broad guidelines :
Generally a self-help group may consist of 10 to 20 persons. However, in difficult areas like deserts, hills and
areas with scattered and sparse population and in case of minor irrigation and disabled persons, this number
may be from 5-20.Products made by members of women self help group, including pickles, towels, toys,
floor mate, pappad, candle, honey, incense stick, tea cup, paper plate, pulses and other items were sell at
Poomalai Commercial Complex at Villupuram.
The group should operate a group account preferably in their service area bank branch, so as to deposit the
balance amounts left with the groups after disbursing loans to its members.
2. OBJECTIVES OF THE STUDY
1. To identify the marketing opportunity for SHG Products
2. To understand the marketing knowledge of the SHG Members.
3. To understand the marketing problems of the SHG Products.
3. REVIEW OF LITERATURE
Gandhi, K. and Udayakumari, N. (2013) highlighted “Marketing Strategies of Women Self Help Groups”.
Self help groups (SHGs) are now engaging in business activities. They lack in marketing as for the first time
they are engaging in business. If they are adequately trained with marketing knowledge, they can excel and
in turn take our economy a global leader in this current situation of globalization.
Krishnaveni V and Haridas, R. (2013) this paper is focused on the “SHGs and its Marketing Problems”.
Women constitute nearly half of the rural population in India and play a vital role in Rural Economy. It is
necessary for programmes specially targeted for a woman has been emphasized. As a result of the poverty
alleviation scheme, such Integrated Rural Development Programme (IRDP), Training of Rural Youth for
Self-employment (TRYSEM) and Development of Women and Children in Rural Areas (DWCRA) has been
initiated.
Alexander, S and Selvaraj, R, “(2014) highlighted "Marketing Strategies of Self Help groups Products,
SHGs have become a significant factor to bring the rural masses into the main stream of National Life. It
helps to reduction of poverty. The capacity building of micro-enterprises of Self Help Groups do not have
market development strategies and they face a lot of difficulties in positioning their products in the market,
relating to other competitor products and markets.
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4. RESEARCH METHODOLOGY
Research Design
The data have been collected from both primary and secondary sources. The secondary data were collected
from the reports maintained by the SHGs published reports, magazines, dailies, journals, and government
websites. Primary data collected from interview schedule.
Sample size
The personal interviews were conducted in Villupuramtown, from the Self Help Groups of Villupuram. The
sample size is Fifty respondents were selected for the study.
Marketing Problems of SHG’s in Villupuram
Financial strength is very minimum and less borrowing ability
Lack of Knowledge about sales Promotion
Consumer awareness is very less to SHG products compare to competitor products
Lack of knowledge about marketing strategy
Financial difficulties in advertising the product to the consumers.
5. ANALYSIS AND INTERPRETATION
Table-1: Education qualification of the Respondent
Education qualification Number of Respondents Percentage
Post Graduation 0 0
Diploma/Graduation 13 26
School Level 29 58
Illiterate 8 16
Total 50 100
It is depicted that table number 1, out of 50 respondents 29 respondents were school level, 50 respondents no
one have completed Post graduation.
Table-2: Family Income of the Respondent
Family Income Number of Respondents Percentage
Rs.5,000 Per Month 7 14
Rs.5001 to Rs.10000 35 70
Rs.10001 to Rs.20000 5 10
Above Rs.20000 3 6
Total 50 100
It is interpreted that out of 50 respondents 35 respondents were earning Rs 5000 to 10,000, 5 respondents
were earning 10,000 to 20,000 and 3 respondents were earning above 20,000.
Table-3: Business type of the Respondent
Type Product/Services Number of Respondents Percentage
Catering Service 10 20
Crafts Work 25 50
Tailoring 7 14
Others 8 16
Total 50 100
Above table explains that 50 percent of total respondents are doing Crafts works, 20 percent are doing
Catering service, 16 percent of respondents doing other business, 14 percent are tailors and embroiders
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Table-4: Marketing the Product by the Respondent
Marketing the Product Number of Respondents Percentage
On Own 25 50
Through NGO 4 8
Through Govt Department 2 4
Marketing Agency 4 8
Exhibitions 15 30
Total 50 100
Above table clearly shows that SHGs members facing difficulties in marketing their products 50 percent of
respondents were sell their products by their own, 30 percent of respondents were sell their products through
Exhibitions, 8 percent of respondents were market their products through NGO, 8 percent of respondents
were market and sell their products through Marketing agency , only 4 percent of respondents get
opportunity to market and sell their product through Government department.
Table-5: Implementing sales promotion by the Respondent
Implement of Sales Promotion Number of Respondents Percentage
Advertisement 1 4
Pamplet 1 6
Exhibition 43 70
Others 5 20
Total 50 100
Table 5 shows exactly 70 percent of respondents were creating sales promotion activity only through
Exhibition, 4 percent of respondents giving advertisement , 6 percent of respondents were Issuing Pamphlet,
20 percent of respondents were comes in others category.
6. FINDINGS
1. From the study it is found that majority of the respondents were school Level (58%)
2. Out of 50 respondents 70 percent of respondents were earning from Rs.5001 to 10,00 and 14 percent of
respondents were earning Rs.5000 per month.
3. It is observed that 50 percent of respondents were marketing the products by their own effort.
4. It is enlighten the fact that out of 50 respondents only 2 respondents were giving advertisement and
pamphlet to their products.
7. CONCLUSION
This study has given clear idea about the marketing problems of SHG’s products .SHG’s members don’t
have awareness about the Sales promotion to their products and they are not doing any advertisements to
their products. Government , NGO and Corporate companies must take necessary measure to improve their
conditions through proper training, and contribute for their personal development. It should create a proper
marketing channel, advertisements, sales promotion and awareness between public for SHG’S products.
REFERENCES
1. https://sajms.com/wp-content/uploads/2016/11/sample_ambed.pdf
2. http://shodhganga.inflibnet.ac.in/bitstream/10603/88083/15/15_bibliography%20and%20questionaire.pdf
3. http://www.apjor.com/downloads/1208201510.pdfMarketing problems encountered by the self- help
groups members.Vol: I. Issue XXVII, May 2015 ISSN: 2320-5504, E-ISSN-2347-4793
4. https:// www.thehindu.com
5. https://www.tribuneindia.com/news/uttarakhand/community/products-made-by-women-self-help-groups-
fail-to-find-market-in-almora/302441.html
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PULLULATING & IRREPARABLE HARM OF STRESS AMONG STUDENTS
Prem Knowles S1 and Dr. Mohan Kumar2

1
ABSTRACT
Though the technological values has a speedy development, it couldn’t be opposed we are making a
generation with low esteem. Increase in number of suicide attempts, lack in confidence level, always to
depend on others, crazy about mobile world, giving importance to social media friends, living in a fantasy
world other than in the reality, giving importance to materialism and the influence of cinemas in life styles
direct the students to be as more selfish and leads for the stressed and depressed life. It is the proved truth
that the modern education deliver stressed students instead of quality educationalists. High level of stress
leads for negative effect on student performance. Klinic Community Health Centre published a book named
‘Stress and stress Management, here they mentioned 50 Common Signs and Symptoms of Stress.
Keywords: Stress, educational life, stress signs and symptoms
I. INTRODUCTION
All human beings in this world stroll for the happy life without any thrones and strains. But, its a nature law
that the life would travel with unexpected incidents, accidents, expectations and excitements. The way how
each individual tend to handle his/her life results in making the life valuable.
The term ‘Stress’ is one of the most tones in the medical field which results for many diseases and mental
weakness. Failure in handling the situations and being pessimist leads for the stressful life. Though the
technological values has a speedy development, it couldn’t be opposed we are making a generation with low
esteem. Increase in number of suicide attempts, lack in confidence level, always to depend on others, crazy
about mobile world, giving importance to social media friends, living in a fantasy world other than in the
reality, giving importance to materialism and the influence of cinemas in life styles direct the students to be
as more selfish and leads for the stressed and depressed life.
II. REVIEW OF LITERATURE
College life is a wonderful part in the life, but few experience this life as constantly stressful because of
constant stressful requirements in the educational system such as pressure of studying, examinations and
course works(Murphy & Archer, 1996).
Its a shocking statistics that apart from adults, the impact of stress has been identified in childhood .In the
puberty stage, most of them undergo a type of stress life because of lack in sex education. This stage should
be carefully cared as it edge to sustain a confident life. Irvine (2002) also identified that the children who
had lost their parental care and the divorce or separation of the parents affected them psychologically.
Aldwin & Greenberger(1987) stated that academic problems are one of the most general source for the stress
in students. The most grating daily hassles were usually school-related stressors such as a)constant pressure
of studying, b)writing term papers, , c)future plans, d)too little time, , e)taking tests and f)boring instructors,
according to Schafer (1996) . Aldwin & Greenberger( 1987) stated that stress related with academic deeds
has been linked to various negative outcomes, such as depression, poor health (Greenberg, 1981;
Summerfield and Lesko,1989), and poor academic performance (Rieker & Clark, 1986; Linn & Zeppa,
1984). Lesko and Summerfield (1989) found a considerable positive correlation between the number of
examination and coursework and incidence of illness. Similarly, Aldwin and Greenberger (1987) observed
that perceived academic stress was related to depression and anxiety in college students.
A lot of studies have explored that there is vast association between poor academic performance and stress
(Menec and Perry, 2000;Linn & Zeppa, 1984; Clark & Rieker, 1986; Struthers,). Wilcox and Felsten (1992)
observed that there is a considerable negative correlation between the stress levels of college learners and
their academic performance. Similarly, Flaherty and Blumberg(1985) found an converse relationship
between self-reported stress level and academic performance. Struthers (2000) also reported that a high level
of academic stress was related with low grades in courses. Students feel a high level of academic stress due
to assignments, exams, grade pressure, assignments, time pressure, and uncertainty.
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III (a). STRESS IN EDUCATIONAL LIFE
What is Stress?
Stress is primarily a physical response. When stressed, the body thinks it is under attack and switches to
‘fight or flight’ mode, releasing a complex mix of hormones and chemicals such as adrenaline, cortisol and
norepinephrine to prepare the body for physical action. This causes a number of reactions, from blood being
diverted to muscles to shutting down unnecessary bodily functions such as digestion.
What causes Stress?
To the working people, stress causes because of
1) Unhappy about the job
2) Too much responsibility
3) Working for long hours
4) Poor management skills
5) Poor decision making process
6) Unable to present infront of audience
7) Working in dangerous condition
8) Risk of termination
9) Harassment or discrimination in work place
Few external stress factors are
a) Uncertainty and fear – Threat of terrorist attacks, toxic chemicals on news, global warming, monthly bill
payments etc.
b) Perceptions and attitude : Perceiving the particular incident and the attitude towards the incident
determine the stress level.
c) Unrealistic expectations
d) Unpleasant events
Certain physical signs of stress are difficulty in sleeping, difficulty in concentrating upset stomach ,head
ache,fatigue,irritability,weight loss or gain,changes in sex drive,heart diseases,depression,high blood
pressure,abnormal heartbeat,heart attack,heartburn, ulcers,constipation, diarrhea,fertility problem.
Education is important for the individual, economic and communal development of the nation. Education
empowers mind that will be able to generate good ideas and thoughts.
*Having an education makes a person well informed about his rights and his responsibilities
*A good education will teach a person about the art of living
*An education helps to improve knowledge about ethical, good values and moral responsibilities in life
*An educated society will help everyone to grow and develop as individuals.
*An educated person respects everyone and reserves a special regard for the elderly.
It is the proved truth that the modern education deliver stressed students instead of quality educationalists. A
survey made by the site “Learn Psychology” exposed that 20% of college students feel stressed ‘most of the
time’. Ten Percentage of college students had thoughts of suicide. Thirteen percentage of college students
have been diagnosed with anxiety, depression or other mental health condition. Eighty percentage of college
students told that they sometimes or often feel stressed. Within the last twelve months around half of
surveyed college students felt overwhelmed with anxiety atleast once.
A survey released by the American psychological Association(APA) reported that, more than one-third of
teens(36 percent) report fatigue or feeling tired and nearly one-quater of teens(23percent) report skipping a
meal due to stress;many teens also report feeling overwhelmed(31percent) and depressed or
91
sad(30percent).APA CEO and executive vice president Norman B.Anderson,Phd Says that,”It’s alarming
that the teen stress experience is so similar to that of adults. It is even more concerning that they seem to
under- estimate the potential and mental health”.
A research has done with 483 students(Between 18-24 age) and the results are exposed in the title
“Predictors of stress in college students”. The identified factors are
Students with Psychological distress - 72.9%
Students with anxiety - 86.3%
Students with depressive symptoms - 79.3%
Students with low esteem - 57.6%
Students with less optimism - 56.7%
Students with low self efficiency - 62.9%
From the article “Stress factors among International and domestic students in Russia” , it is noted that the
other general factors that cause stress among students are:
1)Student- teacher relationship 2)Inability to prioritize,3)Being perfectionist 4)Academic
pressures,5)Relationship,6)Culture,7)Accommodation satisfaction,8)Climate, 9)Deadline pressure,10)Lack
of self-discipline,11)Too little sleep,12)Too much work,13)Lacking friends,14)Financial problems,15)Being
perfectionist,16) Inability to prioritize, 17)Lack of recognisation, 18) Medium of instruction.
III (b).EFFECT OF STRESS IN STUDENTS
High level of stress leads for negative effect on student performance. Few symptoms are:
Tobacco use, Drug or alcohol abuse, Over eating or under eating, Frustration, Social withdrawer, Short
temper, Irritability, Self- defeating thoughts, Constant worry, Memory problems, Concentration difficulties,
Poor management skills, Chest pain, Elevated blood pressure, Upset stomach, Mumbled speech, Nervous
habits, Back and neck pains, Trembling of lips and Frequent head aches.
Klinic Community Health Centre published a book named ‘Stress and stress Management, here they
mentioned 50 Common Signs and Symptoms of Stress :1. Frequent headaches, jaw clenching or pain 2.
Gritting, grinding teeth 3. Stuttering or stammering 4. Tremors, trembling of lips, hands 5. Neck ache, back
pain, muscle spasms 6. Light headedness, faintness, dizziness 7. Ringing in the ears 8. Frequent blushing,
sweating 9. Dry mouth, problems swallowing 10. Cold or sweaty hands, feet 11. Frequent colds, infections
12. Rashes, itching, hives, “goose bumps” 13. Unexplained or frequent allergy attacks 14. Heartburn,
stomach pain, nausea 15. Excess belching, flatulence 16. Constipation, diarrhea 17. Difficulty breathing,
sighing 18. Sudden attacks of panic 19. Chest pain, palpitations 20. Frequent urination 21. Low sexual drive
or performance 22. Excess anxiety, worry, guilt, nervousness 23. Increased anger, frustration, hostility 24.
Depression, frequent or intense mood swings 25. Increased or decreased appetite 26. Insomnia, nightmares,
disturbing dreams 27. Difficulty concentrating, racing thoughts 28. Trouble learning new information 29.
Forgetfulness, disorganization, confusion 30. Difficulty in making decisions 31. Feeling overwhelmed 32.
Frequent crying spells or suicidal thoughts 33. Feelings of loneliness or worthlessness 34. Little interest in
appearance, punctuality 35. Nervous habits, feet tapping, fidgeting 36. Increased frustration, irritability 37.
Overreaction to petty annoyances 38. Increased number of minor accidents 39. Obsessive/compulsive
behaviors 40. Reduced work productivity 41. Lies or excuses to cover up poor work 42. Rapid or mumbled
speech 43. Excessive defensiveness or suspiciousness 44. Problems with communication 45. Social
withdrawal or isolation 46. Constant tiredness, weakness, fatigue 47. Frequent use of over-the-counter drugs
48. Weight gain or loss without diet 49. Increased smoking, alcohol, or drug use 50. Excessive gambling
IV. CONCLUSION
The review study systematically proves that stress among the students have direct impact in their educational
life. A strong mind set paves the way for orderly mannerism to make a good educational life system. The
effects of stress in students will be severe, if they don’t know to handle the situations occur in their life. The
students also think in a state to suicide because of depression, stress and anxiety. Peculiar precautions
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methods like stress management systems, laughter clubs, happiness clubs, motivational trainings, mind
engineering workshops, anger counselling could be arranged to access and improve the free-labelled life of
students.
REFERENCES
1) Davis, M., Robbins Eschelman, E., & McKay, M. (1995). The Relaxation & Stress Reduction Workbook.
4th ed. New Harbinger Publications. CA.
2) Greenberger, D., & Padeshy, C. (1995). Mind Over Mood. Change How You Feel by Changing the Way
You Think. Guilford Publications
3) Kulsoom B, Afsar NA. Stress, anxiety, and depression among medical students in a multiethnic setting.
Neuropsychiatr Dis Treat. 2015;11:1713–1722.
4) Zyga S. Stress in nursing students. Int J Caring Sci. 2013;6(1). [1-1]
5) Reeve KL, Shumaker CJ, Yearwood EL, Crowell NA, Riley JB. Perceived stress and social support in
undergraduate nursing students' educational experiences. Nurse Educ Today. 2013;33 (4):419–424.
6) Nechita F, Nechita D, Pîrlog MC, Rogoveanu I. Stress in medical students. Rom J Morphol Embryol.
2014;55(3 Suppl):1263–1266.
7) Ray I, Joseph D. Stress in medical students. JK Sci. 2010;12(4): 163–164.
8) Abdulghani HM, AlKanhal AA, Mahmoud ES, Ponnamperuma GG, Alfaris EA. Stress and its effects on
medical students: a cross-sectional study at a college of medicine in Saudi Arabia. JHealth Popul Nutr.
2011;29(5):516–522.
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INFLUENCERS OF DIFFERENTLY ABLED EMPLOYEES’ EMPOWERMENT IN CUDDALORE
DISTRICT
S. P. Vasanth1 and Dr. G. Udayasuriya2

1
ABSTRACT
Person skills have become basic requirements to compete in the labour market. However, persons with
disabilities (PWDs) face financial, social and environmental difficulties which form barriers to acquiring
these skills. Thus, it contributes to the weakening of their competitiveness in the labour market. The main
objective of this study is to identify the problem and to empower Cuddalore persons with disabilities
(PWDs) to compete in the current working jobs. The study used a qualitative approach. Eighty
respondents were interviewed in Cuddalore district PWDs and represent institutions in the public and
private sectors. The findings play a key role in empowering PWDs in employment. The study also found
that Cuddalore PWDs face financial, social and environmental problems contributes to the
weakening of their competitiveness in the working place also. It is the responsibility of the society to enable
them to lead a dignified life and contribute to nation- building. Indeed, It is a major tool in strengthening
the skills of the differently abled in order to get placement, promotions and increment in public and private
sector.
INTRODUCTION
During the past two decades, The acquisition of skill in the organization has become one of the basic
requirements to compete entrants into the workforce and job seekers (Garido et al., 2012). People with
Disabilities (PWDs) widely expanded opportunities (UNESCO, 2011). According to Article 21 of the
United Nations Convention on the Rights of PWDs (UNCRPD), they have equal right to seek, receive and
impart information just like the non-disabled. Thus, the United Nations urge governments to ensure that
services are made accessible to all (UNESCO Global Report, 2013).
PWDs, as a segment of community, need to live independently, which they cannot achieve alone.
Therefore, the empowerment of PWDs in employment by providing them skills to lead independent and
dignified life. Ability to perform daily activities (Ta, Wah & Leng, 2011).
Based on the United Nations statistics, 10% of the world's population consists of PWDs in various forms.
An estimated 82% of PWDs in developing countries live below poverty line and often are deficient in
accessing key areas of development, including health, education, training and employment. Moreover,
PWDs face constraints in employment in developing countries due to lack of education and skills (ILO,
2012). According to United Nations Educational, Scientific, and Cultural Organization (UNESCO) (2011),
over 80% of PWDs live in isolated rural areas in developing countries. It also indicates that unemployment
rate among PWDs in developing countries amounts to 90% and in developed countries up to 70%. The most
prominent challenges facing PWDs in this country are poverty, lack education and training (Wahiza &
Wahat, 2011).
PWDs have changed, attention to issues of PWDs and their rehabilitation. In this context, empowerment of
PWDs through employment of is consistent with the Universal Declaration of Human Rights issued in
1948, which states that all human beings are born free and equal in rights and dignity (UNESCO, 2011).
This study thus investigates the role of ICT in empowering PWDs with employment.
NEED FOR THE STUDY
It was felt that such worldwide focus would encourage proactive efforts for the integration of the differently
abled in every aspect of social, economic and cultural life. It is appropriate for the empowerment to bring
positive changes in the lives of the differently abled persons, to challenges that they face and still have a lot
to do to facilitate them in their daily lives. To provide equality, freedom, justice and dignity for the people
who are differently abled. The government is also paying due attention to designing in public facilities and
services to make them “Friendly to the Society”.
94
Disabilities often face marginalization and severe social, economic and civic disparities as compared with
those without disabilities due to range of factors. Disabilities also face severe challenges in exercising their
basic rights and for the societal acceptance are often out of reach. With disabilities also face political and
civic dis–enfranchisement and may experience barriers in participation activities due to the inaccessibility of
physical and virtual environments. Variations in definitions of disability, data collections methods and
statistical analysis, questions on disability such as age factor, partial impairment or total impairment,
disability through accidents.
LITERATURE REVIEW
According the World Health Organization (2011), many PWDs do not have equal access to health
care, education, and employment opportunities, do not receive the disability-related services that they
require, and experience exclusion from everyday life activities. The World Bank (2017) points out that
one-fifth of the estimated global total, or between 110 million and 190 million people, experience
significant disabilities and they are more vulnerable to negative social and economic fact ors than non-
disabled persons. Specifically, the factors include less education, poorer health outcomes, low staffing
levels and high poverty rates.
Approximately 60% of the total 650 million PWDs in the world are living in the region of Southeast Asia
(UNESCAP, 2008). In practice, from the beginning of 1987 extra funding has been set aside for such
workplace adaptations that are considered work opportunities and new types of jobs for people with various
impairments and disabilities (AAATE, 2010).
The difficulties faced by PWDs in the workplace are reflected in the high rates of unemployment,
prejudice about their productivity and lack of access to the work environment. Statistics show that high
unemployment rates among people who suffer from mental illness make up the highest percentage. For
example, in the United Kingdom, 75% of people of working age who suffer from mental illness are
unemployed, while in Switzerland, people with mental disabilities are the most important claimants
for disability benefits, which represent more than 40% of the total. Moreover, they are paid less than non-
disabled persons. As they are entrusted with low-paid jobs, they often have less access to social and legal
guarantee (ILO, 2007).
These conditions affect, directly or indirectly, the self-confidence of PWDs and may push them
towards frustration and depression. Experience shows that PWDs who get jobs suited to their skills and
abilities contribute considerably in developing their work environment (ILO, 2007). The unemployed are
more likely to be deprived of the benefits of participation in the labour market, which is an essential
element for social integration (Turcotte, 2014).
The International Labour Organisation (ILO) aims, essentially, to guarantee the rights of everyone,
including those with disabilities, to obtain decent work. Thus, the practical translation of this concept
means enhancing employment opportunities for persons with disabilities based on the principles of equal
opportunities, equal treatment and community participation through the promotion of labour standards and
advocacy. It also aims to build knowledge, partnership and technical cooperation services. ILO has made
great strides with regard to ensuring the rights of PWDs in getting employed. In this regard, it has adopted
the Vocational Rehabilitation and Employment (Disabled Persons) Convention in conjunction with the
beginning of the United Nations Decade for PWDs in 1983, which obliges member states to formulate,
implement and review national policy on vocational rehabilitation and employment for PWDs. Along with
the Code of Practice “Managing Disability in the Workplace” 2001, this is a non-binding document which
if adopted, the employers should be ready to implement its rules and procedures. In 2014, the Human
Resources Development Recommendation invites Member States to develop policies and programs on
vocational guidance and training through public employment services and systems. These policies were
essentially designed to expand the national systems of services, information and guidance for all, including
persons with disabilities (ILO, 2007).
In Canada, hundreds of thousands of individuals suffer from obstacles in their daily activities because of
physical or mental disability. The country has examples of positive participation for PWDs in the labour
market and they often hold jobs that commensurate with their qualifications. In spite of the many positive
95
experiences and stories, employment opportunities for persons with disabilities are still less than the others,
not only in Canada, but other parts of the world as well. To deal with this issue, the Canadian government
has embarked on actions and programs that enable access to work and university education opportunities
for the promotion and participation of PWDs in the labour force. These have overcome some of the social
and physical barriers encountered (Turcotte, 2014).
Many studies have found that PWDs and their families are more likely to experience economic and
social deprivation unlike those without disabilities. Therefore, they need support in order to achieve their
fundamental rights. Moreover, PWDs are more likely to be unemployed than non-disabled persons, and
they get low wages even when they find jobs (WHO, 2011). Most of the PWDs in Asia and Pacific region
suffer from poverty and marginalization, live in rural areas, or in the urban periphery. They generally have
limited access to education, employment, housing, transportation, health services and recreation, leading to
their total economic and social exclusion. Moreover, the unemployment rate among PWDs, according to
the International Labour Organization (ILO), is double the rate of the non-disabled. These disproportion
can be attributed to frequent and diverse barriers such as negative attitudes of employers, lack of
accessible facilities, and lack of vocational and technical trainings. In this respect, it is important to note
that the European Union policies towards the handicapped are mainly aimed towards employment and
social integration (Santvoort, 2009).
In the United States of America, the Department of Labour's Office of Disability Employment Policy
(ODEP) has made efforts to increase employment opportunities for PWDs by expanding access to training,
education, employment supports, assistive technology, integrated employment, entrepreneurial
development, and small-business opportunities (Martinez, 2011). The department has extensive
partnerships with employers, local governments and agencies to increase awareness of the benefits of
employing persons with disabilities, and thus facilitate the use of effective strategies in this regard.
Recently, educational requirements in all occupational groups have increased due to the increase in
demand for highly and middle skilled workers. The opportunities are narrowed down to low-educated and
low-skilled workers. However, this polarization of jobs raises concerns about social equality and exclusion
(Simonazzi, 2009). According to the report by the World
Health Organization (WHO) on Disability (2011), the main factor in the exclusion of PWDs from the
labour market is their lack of access to education and training,
OBJECTIVES
1. The main objective of the study is to understand the issues connected with disability and to
mobilize support in the organization for the rights, dignity and wellbeing of differently abled persons
who is working in Private and Public Sectors.
2. To find out the relationship between job difficulties and empowerment of differently abled.
3. To examine the significant differences among differently abled person regarding their accessibilities of
external devices based on the demographic variables.
METHODOLOGY
This study employed qualitative method to examine the PWDs to compete in the labour market and lead a
dignified and independent life. Qualitative study is characterized by depth and comprehensiveness as it
deals with the social life from various angles. Therefore, it focuses on the study of the phenomenon in its
social context to track the interpretations and connotations in a specific socio-cultural framework.
The researcher employed the purposive sampling technique. Face-to-face interviews were conducted to
elicit information about the socio- demographic characteristics, awareness, involvement and utilization of
Job. In addition, it also sought information about the opportunities of betterment that ICT brings into the
life of PWDs. All interviews were recorded after getting permission from interviewees and then the
conversations were transcribed in the form of texts and analyzed. The recording of the interviews was more
accurate than taking notes solely because the interviewer focused on follow-up questions from the
interviewees (Lee, 2006).
96
The researcher faced different difficulties in approaching the respondents and collecting the data. Some of
the difficulties are: a) scarcity of disabled people who are working b) poor responses from government
institutions and NGOs in seeking their permission to conduct interviews; and c) the large geographical area
of the sample.
RESEARCH FINDINGS
The study has contributed to the integration of the respondents in the society by enhancing their
employability, community participation and contribution to nation-building just like the non-disabled
persons. It has also helped them to achieve a level of independence in the control of their daily lives on the
one hand and independent living with dignity on the other. In particular, the data indicate that they are
able to spend on themselves and their families as well as help those in need in the society. The
independence of the participants is reflected in self-confidence, self-esteem and the respect they receive
from the society.
DISCUSSION
PWDs face several constraints to get these opportunities such as financial limitations and lack of skills to
use computers and access the Internet. The statistics on PWDs further complicates the problem where it
shows that PWDs represent approximately one sixth of the working population globally. This indicates that
the opportunities are limited for PWDs to obtain decent work, which provides the necessary income for
independent living (Bruyère et al., 2000). Today's job market requires diverse standards. This implies that
those who do not have these skills will be on the margins of the workforce. This situation highlights the
importance of empowering PWDs with acquisition skills in order to compete in the labour market.
Thus, the challenge for the PWDs is the ability to access employment opportunities through training for
the skills required in the labour market (Bruyère et al., 2000).
The problem lies in the fact that the skills required in the labour market are not available for the vast
majority of PWDs. Moreover, the training progammes do not meet the requirements of the labour market
(Powers, 2008). Thornton and Lunt (1997) point out that most PWDs, particularly in developing countries,
do not receive any form of vocational training. Thus, most of them are socially excluded and suffer from
poverty. This condition reflects negatively on individuals and communities alike. However, the main factor
behind the exclusion of PWDs from competitive labour market is lack of formal education and training in
order to gain the necessary skills to compete in the labour market, PWDs face many difficulties in getting
access into this area (Morris, 2011). Thus, the current study seeks in empowering PWDs to acquire the
skills required in order to compete in the labour market.
The empowerment of PWDs through employment and allocating 1% quota of jobs in public service for
them, most of them are unemployed because of their inability to compete in the labour market. As a result
of the various difficulties confronting PWDs, job opportunities for them are limited compared for the non-
disabled. Such difficulties are in the form of limited job opportunities, and obtaining the right to be trained,
employment and jobs (Hashim, Wok & Rahim, 2011). The study addresses the theme of empowerment in
terms of several perspectives.
However, the process of empowerment of PWDs depends on other factors such as the level of education as
a key factor in strengthening the capacity of PWDs in acquiring these skills. In other words, advanced
education may increase the opportunity for empowerment. Second, accessibility of external appliances
plays an essential role in the empowerment of PWDs where the cost of training to acquire these skills must
be affordable. The integration of these factors may help PWDs skills, allowing them to compete in the
labour market. Accordingly, the process of empowerment embodies independent living and dignified life
for PWDs. As the process of empowerment is the process of transformation from powerlessness to situation
of ability has a crucial role in the empowerment of PWDs to obtain the right to independent living like the
non -disabled. Training of PWDs in order to achieve empowerment in the employment sector requires two
basic conditions: providing training opportunities for PWDs and allowing PWDs to benefit from these
opportunities.
Education is of paramount importance for persons with disabilities; the most important condition of
competition in the labour market is the level of education. As mentioned in the theoretical framework of the
97
current study, the higher the level of education for PWDs, the more opportunities in facing competition in
the labour market. In this respect, the literature of the study con firms that PWDs face difficulties in
accessing sources of education. In addition, such schools require specialized teachers in the teaching of
PWDs. The majority of schools specializing in the teaching of the disabled are administered by the
private sector. Specifically, special needs education requires certain environment, equipment and teachers
that are different from those in regular schools. Thus, the cost of establishing and running this type of
school is high compared with public schools. Given the difficulties faced by PWDs, they are forced to
enroll in public schools, which lack the requir ed environment that meets their needs in terms of equipment,
specialist teachers and design of buildings.
The study shows that the skills is one of the requirements in competition in the labour market. Hence, more
disabled persons should be empowered in the acquisition of these skills. Effective and appropriate training
programmes should be designed for PWDs to enable them to compete in the labour market. In thi s regard,
NGOs working in the training of disabled people should be provided financial and logistical support.
Specialist trainers should be provided at the training centres with commitment to pay their salaries; and
adequate laboratories should be provided to the respective training centres to accommodate all types of
disabilities.
However, the Ministry of Education should allocate appropriate funds for conducting empirical
researches relating to the problems of PWDs Fees for the training of PWDs in private centres should be
reduced and the training in government centres should be affordable or free of charge. The government
should allocate some funds like zakat (alms-giving) and waqaf (endowment) to support and initiate
effective programmes in enabling PWDs to compete in the labour market. In this respect, the government's
allocation of 1% employment to disabled people in civil service must be increased in order to cater for the
potential of skill PWDs.
There is a need for cooperation and coordination with local, regional and international NGOs in order to
provide greater opportunities for PWDs to enable them to compete in the labour market. The relevant
government institutions to PWDs should strengthen cooperation with NGOs regarding the application of the
comprehensive integration standards.
Public and private schools for the disabled should be reviewed, assessed and revised from time to time to
meet the needs and demands of the labour market. In this regard, the Ministry of Education should increase
the number of specialized schools in the education of people with disabilities, including providing teachers
specialized in this type of ed ucation. Especially since most of the available schools are subject to the
private sector, and with high costs, it is not affordable for most of the PWDs in Cuddalore. Conferences,
seminars and workshops should be organized at regular intervals to evaluate the implementation of
programmes related to PWDs' to address the negatives and the positives points of the training. These
events are needed to raise awareness among the people about the problems of PWDs in order to enable
them to settle down lead a dignified life.
Employers in the private sector should be pursued and motivated to employ more disabled people. For this
purpose, a partnership should be established under the umbrella of governmental agencies with potential
employers, NGOs and other organizations to take effective measures. Serious efforts should be made to
develop awareness in the society about the importance of the empowerment of PWDs. and responsible of
the society to enable them to lead a dignified life and contribute effectively to nation-building.
CONCLUSION
Employment is a multi-dimensional process, affecting one economically, socially and
psychologically. Thus, the study emphasizes that having a job has empowered PWDs in terms of control
over daily life, increase in self-worth and self-determination. This is strengthened even more with the
acquisition skills which has contributed significantly to disabled people into the community. It is an
important role in empowering PWDs skills have made a significant shift in their life, enabling them to
become independent. Furthermore, the outcomes from this study are also consistent with the United
Nations Convention for the Rights of Persons with Disabilities. In this context, the study has confirmed
that it is a fundamental right for persons with disabilities to be able to compete in the labour market and
98
state institutions and civil society organizations should fulfil it. The study concludes that only empowers
PWDs for individual independence, but for the social integration through participation in social activities.
Secondly, if given the right opportunity, a person with a disability is capable o f giving, being creative and
innovative. As pointed out in the literature, access to education, health and work are rights that the state and
society should strive to fulfil. They are able to contribute like the non-disabled as well as achieve
satisfactory level of independence through the control of their daily lives. This independence has been
reflected in the strengthening of their self-confidence, self-esteem and respect received in the society.
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HRD PRACTICES IN TAMILNADU STATE TRANSPORT CORPORATION WITH REFERENCE
TO CHIDAMBARAM DIVISION
Dr. N. Sulaiman
ABSTRACT
The present study aims to find out the HRD Practices in Tamilnadu State Transport Corporation with
Reference to Chidambaram Division. A samples of 100 respondents selected randomly were studied.
Primary data were collected by using a structured interview scheduled. All the respondents were asked the
some questions in the same fashion and they were informed the purpose of study. ANOVA and t-test analysis
was applied. The findings and observations are the result and outcome of the interpretations made during
the study of analysis.
Keywords: HRD Practices, Demographic Variables, Human Resource Management
INTRODUCTION
Human resource development has become a highly significant concept in the Indian corporate sector.
Productivity and performance of an organisation are the outcome of joint efforts of two different types of
elements, namely, 'technological' and 'human'. Technological elements are mechanical and can be easily
manipulated. However, human elements are very difficult to manipulate and it requires a great deal of
expertise and understanding on the part of managers to put these elements in proper perspective. Human
beings are the number one resource of an organisation. They are the real asset of an organisation.
Productivity and quality of an organisation depend largely on the ability and motivation of individuals and
the effectiveness of their working in teams. It is an accepted fact that besides money, materials and
machines, the success of any organisation depends upon the quality of its human resources. There has been
an increasing realization that the organization’s success is dependent on the synergy created by its human
resources. The development of human resource differs from man to man, time to time and country to
country and even in the same country according to its objectives, value system, culture, social institutions,
degree of industrialization and general level of social and economic development. Also, India is in the state
of inadequacy of Skills, Technological obsolescence, Personal obsolescence, Organizational obsolescence,
Conversion of Agrarian Labour to industrial worker and so on. Public policy provides reservation to less
privileged sections of society like the handicapped, minorities, and dependents of deceased workers, etc.
They are the threshold workers having less than minimum prescribed level of knowledge and skill. Hence,
HRD activities in India are urgently needed because India is an industrially developing nation and its
working conditions are not upto the expectations.
In India, we are endowed with millions of hectares of land, rich minerals and oceanic wealth, possess large
population acclaimed as number two in the world in terms of trained human resource, but we attach least
importance to human resource, and so minimum attention is paid to its development. Human Resource plays
an important role in the development of a community and a nation. Therefore, the need for HRD activities
constitutes a very significant and important element in the country’s development. Thus, a need to study
about HRD practices, HRD climate, HRD competencies and HRD training effectiveness of every
organisation becomes essential.
Aranganathan.T (2016) has presented a study about HRD in IT era and he relates with three ‘H’s. The first
one is HEAD – i.e. human brain knowledge. The next ‘H’ is Heart i.e. individuals in the organisations
(Human Resource) The third ‘H’ means hand i.e. high level managerial. It has direct impact on Head, Heart
and Hand of the organisations. Information technology directly affects human potentials, physical,
intellectual and emotional characteristics of each person. The technological advancement made the HRD
processes more cost effective and some of the means of the learning process such as (1) CD-ROM, (2) Cable
T.V. (3) Radio Lessons, (4) UGC – Classes (5) VSAT – Through internet and e-mail are getting very cheaper
and make the world to feel more comfort.
101
Kuldeep Sing (2017) has selected 84 organisations from Business representing all the major domestic
industries. Questionnaire has developed by Huselid are used to study HR-Practices. The objectives of the
study are to examine the relationship between HR Practices and organisational performance. The result
shows that Indian organisations are still not convinced of the fact that investments in human resources can
result in higher performance.
 To examine Human Resources Practices in the TNSTC.
 To study Recruitment and selection practices in the corporation.
 To analyse the compensatory techniques applied in the corporation.
METHODOLOGY
The research design indicates the methods of research i.e. the method of gathering information and the
method of sampling. Primary data were collected by using a structured schedule. All the respondents were
asked the same questions in the same fashion and they were informed the purpose of the study. Secondary
data were collected from the TNSTC records, books, magazines and web sites. Sample size of the study that
are selected form the sampling unit. Total estimated Sample Size is 100 employees. The survey was
conducted from the Tamilnadu State Transport Corporation Chidambaram Division.
ANALYSIS AND DISCUSSIONS
Table-1: Showing One way Anova for the employees opinion about the HRD practices on the basis of
their age
Age N Mean S.D F-value LS
Below 25 15 6.60 2.95
25 to 30 29 5.00 1.01
30 to 35 30 2.73 0.64 6.24 0.01
35 to 40 15 4.99 2.44
Above 40 11 5.44 2.32
Total 100 6.21 2.84
Ho: Employees do not differ in their opinion about the HRD practices on the basis of their age.
It is seen from the table that the employees obtained below 25 years group mean value is high (6.600) than
other age groups. This should also be confirmed by the calculated F-ratio (6.24), which is significant at 0.01
level. So the stated hypothesis is rejected. Therefore young age group employees are satisfied about the HRD
Practice.
Table-2: Showing t-test for the employees opinion about the HRD practices on the basis of their place
of Designation
Designation N Mean S.D t-value LS
Technical 41 4.833 0.50
0.08 NS
Non technical 59 4.750 0.45
Total 100 6.21 2.84
Ho: Employees do not differ in their opinion about the HRD practices on the basis of their place of
Designation.
The above table shows the Mean, S.D and t-value for the employees opinion about the HRD practices on the
basis of their place of Designation. It is seen from the table that all the employees obtained nearly the same
mean value. This should also be confirmed by the calculated t-value (0.08), which is non-significant at 5%
and 1% level. So the stated hypothesis is accepted. Therefore all the employees are satisfied about the HRD
practices.
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Table-3:Showing One way Anova for the employees opinion about the HRD practices on the basis of
their Education
EDUCATION N Mean S.D F-value LS
10th 25 5.83 0.60
+2 15 9.75 1.47
ITI 15 10.56 0.75 5.25 0.05
Diploma 25 5.44 0.66
Degree 20 5.65 2.45
Total 100 6.21 2.84
Hy: Employees do not differ in their opinion about the HRD Practices on the basis of their Education.
The above table shows the Mean, S.D and F-value for the employees opinion about the HRD practices on the
basis of their Education. It is seen from the table that the ITI qualified employees have high level of satisfied
about HRD practices than the other department. This should also be confirmed by the calculated F-value
(5.25), which is significant at 0.05 level. So the stated hypothesis is rejected.
SUGGESTIONS
 The organisation should create more awareness of safety measures.
 The employees expect some additional changes in the present method of HRM practices.
 The organisation should provide sufficient communication to all the group of employees. Then only, they
should know the organisation policies clearly.
 The organisation must conduct more training programmes to increase their job involvement. The
organisation should take necessary steps for improving the technical skills of the employees.
 The organisation should take necessary steps to satisfy the employee’s incentives offered during training
camp.
 HRM department carefully identify the employees needs and also take steps to fulfill their needs. So that
employees get positive attitude. Thus they are more involved in their job.
 Supervisors try to encourage and motivate the sub-ordinates. Motivation is essential to the employees.
Motivation helps the employees to do their work with full satisfaction. They are also involved in their
jobs.
CONCLUSION
The present study aimed to know the HRD practices in Tamilnadu State Transport Corporation with
reference to Chidambaram Division. The researcher selected 100 samples randomly among the employees.
Questionnaire method of survey was used to collect the data. After collecting the data, they were analyzed
using standard statistical tools such as ANOVA and t-test and the formulated hypotheses were tested. The
result found that, employees are satisfied about the present method of HRD practices. They need some more
improvement in training. Also, they expected some more additional facilities regarding welfare.
REFERENCES
 Aranganathan.T (2016) Human resource development climate and attributes of teachers in JNVS Indian
journal of training and development, Vol. XXXII, No. 2, April – June, pp. 31-37.
 Kuldeep Sing (2017), Unlocking the intangible Asset, Indian Journal of Training and Development,
Vol.XXXI.2, pp.14-21.
 Sharad Kumar and Sabita Patnaik Human resource development climate and attributes of teachers in
JNVS Indian journal of training and development, Vol. XXXII, No. 2, April – June 2002, pp. 31-37.
 Silvera. DM, Human Resource Development, The Indian Experience News India Publications, New
Delhi, 1988, p.179-184.
103
 Singh, S.K.; Banerjee, S. HRD – strategies for competence: a case study of construction industry. Indian
journal of training and development, Vol.XXX No.1, Jan-March 2000, pp.56-67.
 Srivastava Evaluating training effectiveness and customer satisfaction in Tata steel, Indian Journal of
Training and Development Vol. No. 1 Jan – March 2001. pp 45-56
 Suchipriya and Deepali Singh, Unlocking the intangible Asset, Indian Journal of Training and
Development, Vol.XXXI.2, 2001, pp.14-21.
104
A STUDY ON THE USAGE OF VARIOUS MULTIMEDIA SOFTWARE BY A GROUP OF FILM
DIRECTORS
Dr. V. Sithartha Sankar

ABSTRACT
Today Multimedia Software are used in many fields and are almost unavoidable. Under these
circumstances, the purpose of this study is to find through a group of Film Directors the usage of Multimedia
Software in their films. This study tries to find whether this select group of Directors used multimedia
software in their films. Whether this group of Directors were satisfied with the results they achieved through
the software that they used in their films. This study would shed light on the preferences and usage of
Multimedia Software by film Directors which would help Human Resources Management and Production
planning related to Film making.
Keywords: Multimedia, Software, Film, Director, Preference, Usage, Rating and Aesthetics.
1. INTRODUCTION
1982 is a landmark year as far as feature films are concerned. This is the year that Disney released the film
named TRON(1). TRON used Computer-Generated Graphics. After the release of TRON, the usage of
Computer-Generated Graphics increased in leaps and bounds. The Tamil film GENTLEMAN directed by
Shankar a popular film Director was one of the first Indian films to use Multimedia content. Today we
are at a stage where most of the films released definitely include Computer-Generated Graphics. Under
these circumstances it would be interesting to study film Directors who would have used Multimedia
Software to include Computer Generated Graphics, editing, animation or any other such aspects in their
films.
2. STUDY OBJECTIVES
The following are the objectives of this study
a) To find whether the group of Directors had used Multimedia software in their films.
b) To rank all the selected software used by the group in the order of Director's preference.
c) Average use of Multimedia content by this group of film Directors.
d) Whether the software used completed the job it was intended to along with rating of the software.
e) Would the Directors use these software in their future films.
f) Do Multimedia software add aesthetic value to films according to this group of Directors.
3. METHODOLOGY
Participants in this study are a group of 6 upcoming film Directors who have completed directing films. The
group of Directors are either studying or completed their studies at the M.G.R. Government Film and
Television Training Institute, Chennai.
Information collection
Information was collected from a group of 6 upcoming film Directors as specified above. 10 different
questions were asked through a questionnaire (sent and returned as soft copy). A questionnaire consisting of
10 questions was used to collect information from the group of film Directors. The film Directors have been
instructed to select only 5 Different Software that they have used in the making of their films and rate them
according to different specified criteria. The questions were aimed at gathering information on the
objectives of this study.
4. ANALYSIS
o It is found that all the 6 Directors used Multimedia software in their films.
o Multimedia software preferred by this group of film Directors:
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Total 12 preferred software used, namely: I) Avid ii) Premier Pro iii) Adobe After
Effects iv) Davinci Resolve v) Autodesk Maya vi) Pro tools vii) Final Cut Pro
viii) Wave ix) Blender x) Adobe Photoshop xi) Arri
Total: 11 Software used.
Table-1: Software ranked according to order of Directors' preference with points allotted shown
within brackets
Rank Name of Software Points Obtained According to Director's Preference
(1st Choice 5 Points, 2nd Choice 4 Points, 3rd Choice 3 Points, 4th
Choice 2 Points and 5th Choice 1 Point)
1 Avid 27
2 Adobe After Effects 17
3 Premier Pro 11
Davinci Resolve
4 Autodesk Maya 8
5 Pro tools 6
6 Blender 3
7 Final Cut Pro
Wave 2
Adobe Photoshop
8 Arri 1
o The percentage of use of Multimedia Software in the time duration of films made by this group of
Directors.
Total time duration of all the films made by this group of Directors: 545 Minutes
Total time duration of Multimedia content used in all these movies: 134 Minutes
Therefore the total percentage of Multimedia content in these films: 24.6%
Table-2: This table shows the Average points gained by each Multimedia software according to the
points given by the Directors from 1 to 10 for completing their required job.
S. NO. Name of Software Average of Points Allotted by Directors (Rating-1 is least to 10 is
best)
1 Avid 8.5
2 Adobe After Effects 6.6
3 Davinci Resolve 4.5
4 Blender 4.1
5 Autodesk Maya 3.8
6 Premier Pro 3.8
7 Pro tools 3.1
8 Adobe Photoshop 3
9 Final Cut Pro 1.6
10 Wave 1.5
11 Arri 1.3
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Table-3: This table shows the Average points gained by each Multimedia software according to their
Technical Quality and Final Output.
S. NO. Name of Software Average of Points Allotted by Average of Points Allotted by
Directors for Technical Quality Directors for Final Output
(Rating-1 is least to 10 is best) (Rating-1 is least to 10 is best)
1 Avid 8.5 8.7
2 Adobe After Effects 6.1 6.5
3 Davinci Resolve 4.3 4.3
4 Blender 3.7 4.2
5 Autodesk Maya 3.7 4
6 Premier Pro 3.7 3.8
7 Pro tools 3 3.3
8 Adobe Photoshop 3 3.3
9 Final Cut Pro 1.7 1.7
10 Wave 1.5 1.5
11 Arri 1.2 1.3
o All the Directors were asked whether they would increase Multimedia content in their future films. Here
the finding is that 83.3% of them would increase the Multimedia content in their future films. 16.7% do
not prefer to increase the duration of Multimedia content in the future. This might have to do with
personal preferences of the group of Directors.
o As the group of Directors have rated the technical out put of each Multimedia software used by them, it
can be taken note that technical quality plays a major role in finalising the Multimedia software usage in
films.
o Apart from the preference given to certain Multimedia software the ratings for final output should be
taken into account while selecting Multimedia software for upcoming films.
o On the question of whether Multimedia content increases the aesthetic value of their films all the
Directors have unanimously agreed that Multimedia content enhances the aesthetic quality of their films.
Percentage wise this is 100%.
5. CONCLUSION
Through the analysis of the answers given by the group of film Directors it can be concluded that all the film
Directors in this group are aware of the usage of Multimedia software to create films. The film Directors
have preferences about which software to choose for which purpose. We get to know the kind of opinion the
group of film Directors have developed about the Multimedia software that they have used. We get to find
whether the film Directors would be using the same Multimedia software in the future, that they have already
used in their films.
Here it is interesting to note that this group of film Directors unanimously state that Multimedia content
increases the aesthetics of films. This kind of opinion may lead to more usage of Multimedia software in the
future while this group of Directors make more films.
According to this study it is very evident that in the future Multimedia content in films by this group of
Directors is going to increase. When such increase in Multimedia content takes place, the manpower
requirements for developing such Multimedia content in the films is set to increase. More time duration to
create such content also can be expected.
As the selection of the Multimedia software is based on personal and creative requirements, a lot of pre-
planning is required to decide on the Multimedia software to be used.
107
REFERENCES
 THE HISTORY AND DEVELOPMENT OF MULTIMEDIA: A STORY OF INVENTION,
INGENUITY AND VISION.
 An exploratory study on application of multimedia technology in college English teaching and
learning. Aiqin Liu, Henan Institute of Urban construction.
 Explore the effective use of multimedia technology in college physics teaching. Shi Jian-hua, Liang hong.
 The role of multimedia strategies in education process. Sofia Loredana Tudor, University of Pitesti,
Pitesti, Romania.
 The impact of education technology on the learning styles of students. Caciuc Viorica-Torii,
Alexandrache Carmen, University of Galati, Romania.
 Relationship between the multimedia technology and education in improving learning quality. Mohamad
Zaid Mohd Zin, Ahmad Asmadi Sakat, Nurfahiratul Azlina Ahmad and Azri Bhari. Faculty of Islamic
Studies, Universiti Kebangsaan Malaysia, Selangor, Malaysia.
 The effects of multimedia with different modes of presentation on recitation skills among students with
different self-regulated learning level. Irfan Naufal Umar, Zabedah A.Aziz, Centre for Instructional
Technology and Multimedia, Universiti Sains Malaysia.
 https://people.ucalgary.ca/~edtech/688/hist.htm
 The following online references also used from: www.sciencedirect.com
108
A STUDY ON FACTORS INFLUENCING CONSUMER PERCEPTION WITH SPECIAL
REFERENCE TO AAVIN PRODUCTS
R. Tamilselvi1 and Dr. K. Sujatha2

1
ABSTRACT
A study was conducted to know the factors influencing Consumer Perception with special reference to
AAVIN Products. The main purpose of this study was undertaken for consumer preference of Aavin brand is
“Good quality” followed by “Correct quantity and Reasonable price”. The type of study undertaken was
basic research by reviews other researches work on the similar research area.
“It can be concluded from the study, that the quality, price, Consumable quantities of Aavin are the prime
variables which influences consumer perception on purchase decision making process.
Keywords: AAVIN, Dairy, Milk, Consumer Preference, Consumer Perception
INTRODUCTION
A dairy is a business unit established for the harvesting of animal milk – mostly from cows and buffaloes, –
for human consumption. Approximately 150 million households around the globe are engaged in milk and
allied emphasis. Dairying is one of the important allied activity act as an instrument for social and economic
development of the rural masses. The nation's milk supply comes from the millions of small producers
(farmers), who are dispersed in rural areas
Today, India is the world’s largest milk producer and accounting for more than 17% of the world’s total milk
production, still the per capita milk consumption is around 276 gms per day. The need for milk and milk
products will rise up day by day. There is need to understand the consumer perception on purchasing milk
products.
Consumer perception is a behaviour of human responses of the product (to the product) and marketing. The
study of consumer perception focuses on how individuals make their decisions to spend with the available
resources. Basically it’s a study regarding WHAT to buy? How to buy? And WHAT is the criteria behind
consuming a particular product? Thus a consumer’s perception can be defined as a heightened state of
awareness that motivates consumer to seek out, attend to and think about the product’s information prior to
purchase. The production and marketing of dairy food products has caused many concerns, particularly from
an increasingly discriminating consumer. Today’s consumers are placing increasing importance on food
quality, food safety and environmental quality more than ever
DEFINING THE PROBLEM
The concept of consumer perception is an incomprehensive, because it varies from person to person and time
to time. The Producer and sellers must know the variables influencing consumer perception on purchasing of
Aavin products.
OBJECTIVES OF THE RESEARCH
To find out the factors influencing Consumer Perception with special reference to AAVIN Products.
To give suggestions to AAVIN, other rivals of dairy industry and sustained the grow of competitive
environment.
Arul and kannan (2013) in their study present the evolution of brand preference of milk among customers in
Salem City. Customers’ preferences about the branded milks are different even though its maximum retail
prices are almost equal. There many reasons behind why does a consumer likes to buy a particular branded
milk such as price, quality, service and advertisement offered by the producer or seller. To sustain in any
business, it is important to generate sales to reach the desired profit after allocating funds to all expenses in
the business. This paper considers the significance of business development for business sustainability, the
relationship exists between customer and sales, and it is necessary for business firms to do consumer
engagement programs that can affect purchase decision making process of consumers.
109
Merlin Sealer Sing(2013) in his study titled“ Essential and commercial nature of Aavin milk in Tamilnadu
with special reference to Kanyakumari and Coimbatore districts” that brand names “Aavin milk” and “Aavin
by products” are very popular brands among the people mainly because of adulteration free production and
also doctors recommend it to the patients. In Kanyakumari district 74 percent of the respondents accepted
that there is very high demand and 22 percent stated that there is a high demand for this product. But in
Coimbatore district 73 percent respondents state that there is a high demand and 13 percent stated that there
is very high demand for milk and by product.
Nidhyananth and Sugapriya (2011) in their study “An Overview of consumer behavior of Aavin milk with
reference to Erode District” is carried out with an objective to determine the customer behavior towards
Aavin milk products and to find out the customer mentality towards using the service. This paper stated that
the factors such as quality, consumer preference, price, service, attitudes and experience of consumers are
determining customer behavior towards Aavin milk products and the respondents had positive view about
Aavin milk products.
Ganapathy, Kanniah and Anbumalar (2009), in their study entitled 'Consumer loyalty for processed milk
with reference to Coimbatore city', were aiming at knowing the prevailing trend of customer loyalty towards
processed milk consumption and studying the customers' loyalty linkage with consumer behaviour for
processed milk consumption. According to the study, Aavin milk occupies the top position when compared
with other rival brands. The study concluded that The quantities of milk available in Aavin are convenient
for the usage and the quality of milk is better than that of competitors are the two important factors that have
made people choose Aavin milk. It is also found that the consumer tends to switch over to other brands,
when the similar products offered at a lower price. It was suggested that in order to increase the loyalty of
consumers and to capture new customers and retain old ones the companies should understand the customers'
taste, preference and choice along with the availability, suitability, price and hygienic factor of their product.
Prasanna (2003) carried out a study on customer satisfaction rate towards Aavin milk in Coimbatore. The
study aimed at ascertaining consumer preference in purchase of Aavin brand of milk and analyzing the
perceived differences of various brands of milk on key attributes and also on identifying measures for
improving customer satisfaction. It was found that Aavin brand was rated high for purity, taste and thickness.
Attributes like availability, price and service of agents were also rated good. Other milk brands like Arokya
and Amirtha rated the best for the purity and taste respectively. For all the brands price and service of the
agents were rated best.
Riyaz Mohammed (2003) conducted a study on comparison of Aavin, Arokya and Sakthi Milk with special
reference to Coimbatore city. The study aimed to understand the consumer preference of branded milk;
expectation of consumers regarding the features of the branded milk; effective media for branded milk and
impact of packing of the branded milk. The findings of the study revealed that the Aavin brand of milk was
preferred for its purity, quality and price but the advertisement campaign, home delivery, non availability in
retail outlets were the points of dissatisfaction when compared to the milk brands Arokya and Sakthi.
Sridharan (1991), in his article entitled 'A study on consumer preference for Aavin milk and milk products',
aimed at identifying the steps to improve the quality of milk and milk products and also finding out the
reason for customer dissatisfaction towards 'Aavin milk and milk products'. It was identified that the
customers were not fully satisfied with regard to quality, behaviour of suppliers, price and time of supply. It
was suggested that the outgoing milk and milk products must be checked and confirmed with prevention of
food adulteration act. The article also suggested that the farmers were to be paid only on the quality of milk,
not on the quantity so that adulteration can be avoided.
Thiagarajan (1999)31 in his study on marketing of Aavin milk in Madurai revealed that Àavin' was playing
a monopoly role by capturing a lion's share with 90 percent of the market by maintaining a standard quality
and a comparatively low price. However, in recent times Aavin's market share had come down from 90
percent to 66 percent due to multiplicity of causes both internal and external. Internal causes from
consumer's point of view were limited quantities for a limited time in a day, dual pricing for regular users
and for special orders, low sales commission for depot concessionaries, cumbersome procedure involved in
the distribution and refund of money for unpurchased milk. External causes were introduction of competitors
110
in the market like `seva' and àrokya' and natural factors leading to a short supply of milk. Hence the Co-
operative, which was once a monopoly institution had to rethink its strategies and launch itself on a full
fledged marketing campaign.
Arya and Ram (1988) in their survey on factors affecting consumption pattern of milk and milk products in
rural and urban areas of the Kamal district of Haryana state with the sample of 240 households post stratified
the sample households into occupational groups, per capita expenditure class, type of consumers and
vegetarian and non-vegetarian groups. The log-linear multiple regression analysis was employed to measure
the contribution of various factors affecting expenditure on milk and milk products. The major findings of
the study revealed that the average per capita total expenditure was almost double in the urban areas as
compared to rural areas. The food habits of the consumers did not have any significant impact over the
capital expenditure on milk and milk products. The study concluded that the independent variable namely
percapita monthly total expenditure, family size, education status of the family members and food habit of
the households largely influence percapita expenditure on milk and milk products.
Shanthi (1987) studied consumer preference for Àavin' milk and its products in Royapettah and Mylapore. It
was found that good quality coupled with the price was the main reason for consumer preference for milk
and milk products. Correct weight and convenience found the second place and third place with hygiene
coming next. The quantity of milk purchase increased with the increase in the size of the family. It was also
found that consumption of Aavin milk did not increase with increase in income
FINDINGS AND SUGGESTIONS
On the basis of critical analysis of review of literature, the following findings and suggestions were arrived.
The reasons behind choosing a particular brand of milk are price, quality, service and advertisement
presented by the producer or seller. To sustain in a business, sales is necessary. To keep the sales grow which
makes the sustainability of the business, companies need to do consumer engagement programs. In turn, that
influences the consumer decision making process. The high demand for aavin products implies that the
quality of products make it to get a position in the competitive market .i.e adulteration free production. The
factors such as quality, consumer preference, price, service, attitudes and experience of consumers are
determining the customer behavior towards Aavin milk products. The quantities of milk available in Aavin
are convenient for the usage and the quality of milk is better than that of competitors. Customers tend to
change the brands, if the competitors offering the same or similar product at a lower price. To make the
customers loyal, retain the customers and creating new accounts that requires the company to understand the
customers' taste, preference and choice along with the availability, suitability, price and hygienic factor of
their products. Aavin brand was rated high and preferred in terms of purity, taste and density of milk, but the
advertisement campaign, home delivery, non availability in retail outlets were the points of dissatisfaction
when compared to the competitors. To be the part of consumers good books, Aavin needs to extend its
service like a private players in the diary industry such as door delivery, promotional activities, good supply
chain management etc;
The causes of switching from Aavin milk to its competitors such as limited quantities for a limited time in a
day, low sales commission for depot concessionaries, cumbersome procedure involved in the distribution and
refund of money for unpurchased milk. Many retail booths have limited quantity for sales. Once it is sold,
consumers have to look for other branded milk. Low sales commission and hassle refund procedures make
the seller to sell aavin products in limited quantities. This issue has to be sorted out by ensuring timely
sufficient supply of milk to all depots to make it available and refund of money for unsold milk packets has
to be cleared off on a daily basis.
The per capita monthly total expenditure, family size, education status of the family members and food habit
of the households largely influence percapita expenditure on milk and milk products. Milk is perceived as a
healthy supplement and consumed by most of the family members. Whether the price increases or decreases
percapita consumption will not change drastically. But consumers have the tendency to purchase the milk
and milk products which is cheaper than its competitors. It was found that good quality coupled with the
price was the main reason for consumer preference for milk and milk products. The quality, price, quantity,
are the three significant variables which induces the consumer perception and preference towards aavin
111
products. Taste and Preference of the consumers are ever changing one. The producer or seller needs to be
dynamic to understand the consumers and act accordingly.
CONCLUSION
With ever increasing competition in dairy industry it become imperative to understand the preferences and
perceptions of consumers. This study was the ascertainment of review of literature of other researchers in the
same arena. Results may differ, if more research sources are explored. A geographical area wise descriptive
study is advisable to know the existing scenario of consumer perception in a better way.
REFERENCES
 Arul.R Kannan.P “A study on consumer behaviour Aavin milk and milk products with special reference
to Salem district”, Intercontinental Journal Of Marketing Research Review peer Reviewed Journal Of
Inter-Continental Management Research Consortium1volume 1, issue6 (August, 2013)
 Merlin Sealer Sing, J(2013) “ Essential and commercial nature of Aavin milk in Tamilnadu with special
reference to Kaniyakumari and Coimbatore districts” Dissertation, Department of commerce,
Manonmaniam Sundaranar university Tirunelveli
 Nidhyananth .D Sugapriya .S(2011) “An Overview of consumer behavior of Aavin milk with reference to
Erode District” IOSR Journal of Business and Management (IOSR-JBM) e - ISSN : 2278 -487X, p -
ISSN : 2319 - 7668, PP 64-66 www.iosrjournals.org
 Shanthi.S, "A study on consumer preferences for Aavin milk and its products in Royapettah and
Mylapore", Margin, July 1987, Vol. 22(2): pp.35-44.
 Swamalatha Arya and Kuber Ram, "Factors affection consumption pattern of milk and milk products in
Rural and Urban areas" Indian Journal of Dairy Science, Vol. 41 (I), 1988, pp.46-52
 Thiagarajan, S. "Marketing of Aavin milk in Madurai", Indian Journal of Agricultural Marketing, Vol. 13
(2), 1999, pp37.
 Naveen Venkata Prasanna.S " A study on customer satisfaction rate towards Aavin milk in Coimbatore",
Project report, Master of Business Administration, GRD Institute of Management, Coimbatore, 2003.
 Riyaz Mohammed, "A study on comparison of Aavin, Arokya and Sakthi Milk with special reference to
Coimbatore city", Project Report, Bachelor of Business Management, GRD Institute of Management,
Coimbatore, 2003.
 Arya, S and Ram, K. 1998. Factors affecting consumption pattern of milk and milk products in rural and
urban areas. Indian Journal of Dairy Science. 41 (1): 46-52.
 Sridharan, K.N. (1991). 'A Study on Consumer Preference for Aavin Milk and Milk Products', Project
Report PG Diploma in Marketing Management, University of Madras, Madras.
112
WORK LIFE BALANCE OF RURAL WOMEN : CAUSES AND CHALLENGES
Reshmi V C1 and Dr. Rincy V Mathew2

Research scholar and Assistant Professor2, Department of Business Administration, Annamalai University
1
ABSTRACT
Women who is the bridge stone of a family which is struggling in handling their family along with their
work. It is because of women are considering the face of a family. Rural families are still suffering from
Poverty and Unemployment and lack of education. Most of the families are depended on women because
they are considering the face of poverty in a family. So women is responsible for making their family happy.
Now a days many of them are earning money from different sources. This paper try to analyse how rural
women are handling their family along with their work and what are the challenges and causes of it.
INTRODUCTION
Work–life balance is the term used to describe the balance that an individual needs between time allocated
for work and other aspects of life. Areas of life other than work–life can be, but not limited to personal
interests, family and social or leisure activities. The term ‘Work-Life Balance' is recent in origin, as it was
first used in UK and US in the late 1970s and 1980s, respectively. More recently the term has drawn on some
confusion; this is in part due to recent technological changes and advances that have made work and work
objectives possible to be completed on a 24-hour cycle. The use of smart phones, email, video-chat, and
other technological innovations has made it possible to work without having a typical "9 to 5 work day
Work–life balance is about people having a measure of control over when, where and how they work. It is
achieved when an individual‘s right to a fulfilled life inside and outside paid work is accepted and respected
as the norm, to the mutual benefit of the individual, business and society.It is achieved when an individual‘s
right to a fulfilled life inside and outside paid work is accepted and respected as the norm, to the mutual
benefit of the individual, business and society.
According to 2010 National Health Interview Survey Occupational Health Supplement data, 16% of U.S.
workers reported difficulty balancing work and family. A ‘time bind” occurs when work and family/personal
obligations are perceived to be out of balance due to lack of time to meet both. There is a subjective feeling
that work and family/personal demands each make legitimate claims on an individual’s time, but the
individual cannot control the balance between them (Jacobs & Gerson, 1998).
The impact of work schedules on work-life balance may be affected by personal and family-related
characteristics. The time bind is not simply a function of actual hours of work and family or personal time. A
number of authors (Gutek, Searle & Klepa, 1991; Milkie & Peltola, 1999; Voydanoff, 1988) argue that men
and women have different notions of the appropriate amounts of time to spend at work and for personal time
and some researchers find that age, career stage and family structure all affect preferred hours for work and
family/personal activities (Becker & Moen, 1999; Voydanoff, 1988).
Women family workers experience challenges in maintaining work-life balance while practicing in rural
communities. We sought to better understand the personal and professional strategies that enable women in
rural family to balance work and personal demands and achieve long-term career satisfaction. Demographic
changes as seen in the increasing number of women in the workplace and dual career families have generated
an increasingly diverse workforce and a greater need of employees to balance their work and non-work
lives (Bharat, 2003). In response to these employers have innovative practices that allow employees
to find greater work-life balance (Friedman, Christensen, & DeGroot, 1998). Increasing attrition rates and
increasing demand for work-life balance have forced organisations to look beyond run of the mill HR
interventions. As a result, initiatives such as flexible working hours, alternative work arrangements, leave
policies and benefits in lieu of family care responsibilities and employee assistance programmes have
become a significant part of most of the company benefit programmes and compensation packages. Such
policies, practices and benefit programmes are generally referred as ‗family-friendly policies‘ (FFPs) or
‗work-life benefits
113
IMPORTANCE OF WORK LIFE BALANCE TO WOMEN
Today's career women are continually challenged by the demands of full-time work and when the day is
done at the office, they carry more of the responsibilities and commitments at home. When survey is
conducted (Osmania University, Hyderabad), discovered that the majority of women are working 40- 45
hours per week and 53% of the respondents report that they are struggling to achieve work/life balance.
Women report that their lives are a juggling act that includes multiple responsibilities at work, heavy meeting
schedules, business trips, on top of managing the daily routine responsibilities of life and home.
"Successfully achieving work/life balance will ultimately create a more satisfied workforce that contributes
to productivity and success in the workplace."( Sagar Surendra Deshmukh 2013)
If universities are serious about retaining these highly skilled women in their workforce, they need to provide
a supportive working environment so that both women and men can forge a more sustainable balance in their
careers and their personal lives. If women cannot effectively balance their responsibilities, it is likely that in
the long term they will change their employer, or change their career altogether. and practices‘ (WLBPs) in
literature (Kopelman et al., 2006; Kossek & Ozeki, 1998). The significance and implicationsof such HR
interventions are many.
CAUSE OF WORK LIFE IMBALANCE
There are three moderators that are correlated with work–life imbalance: Gender, time spent at work, and
family characteristics. Gender differences could lead to a work–life imbalance due to the distinct perception
of role identity. It has been demonstrated that men prioritize their work duties over their family duties to
provide financial support for their families, whereas women prioritize their family life.
Spending long hours at work due to "inflexibility, shifting in work requirements, overtime or evening work
duties" could lead to an imbalance between work and family duties. It has been demonstrated "that time
spent at work positively correlate with both work interference with family and family interference with work,
however, it was unrelated to cross-domain satisfaction". This could be due to the fact that satisfaction is a
subjective measure. This being said, long hours could be interpreted positively or negatively depending on
the individuals. Working long hours affect the family duties, but on the other side, there are financial benefits
that accompany this action which negate the effect on family duties.
Family characteristics include single employers, married or cohabiting employers, parent employers, and
dual-earning parents. Parents who are employed experience reduced family satisfaction due to their family
duties or requirements.This is due to the fact that they are unable to successfully complete these family
duties. In addition, parent workers value family-oriented activities; thus, working long hours reduces their
ability to fulfil this identity, and, in return, reduces family satisfaction. As for the married and/ or dual-
earning couples, it seems that “not only requires more time and effort at home but also is a resource for
individuals to draw from, both instrumentally through higher income and emotionally through increased
empathy and support."
CREATIVE SOLUTION FOR PROPER WORK LIFE BALANCE
Flexible working
Offer a range of flexible working and part-time working arrangements such as extended lunch breaks to
enable care of elderly relatives, variable hours to enable staff to complete school pick-up, and a gradual
change in hours to facilitate the return to full-time working for parents of young children.
Maternity and childcare
Recruit a dedicated childcare and work–life balance adviser to provide specialist guidance to staff and
students, to help them find appropriate childcare solutions or working practices to suit their individual family
circumstances.
Reduce overtime
Women are dedicated in working both job and in their family. They have to maintain the critical time for
their family too. So reducing the over time in their work location will improve quality of work life.
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CONCLUSION
Work life balance is a very crucial concept in human beings. They have to maintain the level of satisfaction
both in work as well as life. If the situations and atmosphere is suitable then only one can maintain a good
quality of work life. Rural women’s are seeking lack of work life balance because the rural community is
still struggling for development. If on if there provide suitable work atmosphere then only one can happily
handle their work with life.
REFERENCE
 https://en.wikipedia.org/wiki/Work%E2%80%93life_balance
 https://www.researchgate.net/publication/266374097_Work_Life_Balance_of_Women_in_India
 https://www.researchgate.net/profile/Sagar_Deshmukh6/publication/266374097_Work_Life_Balance_of
_Women_in_India/links/542d8bea0cf27e39fa943ae4/Work-Life-Balance-of-Women-in-
India.pdf?origin=publication_detail
 https://scholar.google.co.in/scholar?q=work+life+balance+importance&hl=en&as_sdt=0&as_vis=1&oi=s
cholart
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CAUSE RELATED MARKETING: AN OVERVIEW
Dr. R. Kanthiah Alias Deepak1 and Dr. C. Kathiravan2

1
Assistant Professor , Department of Business Administration, G. Venkataswamy Naidu College, Kovilpatti
2
Assistant Professor , Department of Business Administration, Annamalai University
ABSTRACT
Cause Related Marketing first became popular in the United States in the early 1980s as a marketing
strategy, but more recently it has been adopted by a broad range of companies throughout the world. One
reason is that companies are taking a more strategic approach to their community-involvement efforts,
seeking ways of benefiting community organizations while also furthering companies’ business goals.
Another reason for CRM’s growth is that public-opinion research has become that effective cause programs
can enhance a company’s reputation and brand image and increase the credibility of its marketing effort
while giving customers a convenient way to contribute to non-profit organizations through their purchasing
decisions. Cause Related Marketing has become a cornerstone of marketing plan. The increasing
involvement of corporates in philanthropic or socially related causes has led to the growth of Cause Related
Marketing (CRM) across the world. Although a phenomenon that had its roots in the western countries,
CRM has gained rapid acceptance in India in recent Years.
THE EVOLUTION OF CORPORATE PHILANTHROPY

Jerry Welsh, an Sr. Vice President of American Express, first coined the phrase “Cause Related Marketing”
in the 1980s while raising money for the restoration of the Statue of Liberty in New York City. American
Express pledged to donate on cent towards the restoration of the Statue for each use of its card and a dollar
for each issue of new card. This is a case of Cause Marketing, which yielded amazing results – American
Express donated $1.7 million towards the restoration; also, there was a 28% increase in card usage by
American Express cardholders along with a 45% growth of new cardholders.
CORPORATE AND MARKETING OBJECTIVES
An examination of case histories reported in several articles on this topic suggests that CRM is a versatile
tool that can be used to realize a broad range of corporate and marketing objectives, for example:
 Gaining national visibility,
 Enhancing corporate image,
 Thwarting negative publicity,
 Pacifying customer groups,
 Generating incremental sales,
 Promoting repeat purchases,
 Promoting multiple unit purchases,
 Promoting more varied usage,
 Increasing brand awareness,
 Increasing brand recognition,
 Enhancing brand image,
 Reinforcing brand image,
 Broadening customer base,
 Reaching new market segments and geographic markets, and
 Increasing level of merchandising activity at the retail level for the brand
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LEVEL OF ASSOCIATION
Alliances with causes can be formed at the organizational level, the product line level, or the brand level.
Organizational level. In many cases, corporations have opted to involve all or a number of their brand
offerings in a CRMP. The corporate name and/or flagship brand names are given prominence in such
programs. General Foods' tie-in with the Muscular Dystrophy Association during the past several years
involving most of its leading brands is a case in point. Product line level. Alternatively, companies may
choose to give prominence to a specific product line in CRMPs. Ralston Purina's association of its Purina
line of pet foods with the National Humane Society for Animals was timed to coincide with National Pet
Week. Brand level. Finally, a corporation may choose to develop CRMPs involving specific brands in its
portfolio. An example is the tie-in of Kimberly-Clark's Huggies brand of diapers with the Children's
Miracle Network Telethon for the benefit of hospitals for children across the U.S.A.
TYPES OF CAUSE-RELATED MARKETING
Cause-related marketing campaigns vary in their scope and design, the types of nonprofit partners, and the
nature of the relationships between companies and their marketing partners.
Donating a Portion of Each Purchase:
In the most common type of relationship, a company might donate a portion of each purchase made by its
customers during a specific period of time to the non-profit entity. e.g. Project Shiksha according to which,
with every P&G’s product purchase, some portion goes to poor child education fund. Another example is of
ITC, the company launched a nationwide campaign for water conservation. Dubbed ‘Aashirvad - Boond Se
Sagar’, this initiative has over the years put into place 31,000 acres of life saving irrigation system benefiting
over 40,000 people. Consumers who buy Aashirvad products (atta, spices and salt) were made aware that
from its sale, a worthy contribution was being made to the water conservation efforts of the nation.
Engage in Educational or Awareness-Building Activities:
Not all campaigns channel money to non-profits; some engage principally in educational or awareness-
building activities. E.g. Tata Tea “Jago Re” campaign. Another example is of save tiger campaign from
Aircel. Save our Tigers campaign is collaborative effort from Aircel and WWF India to save the wildlife
especially tigers.
License Given to a Company by a Non- Profit Organization:
It may also include licensing of well-known charity trademarks and logos. Under this method, a non-profit
license a company to develop, produce and market/distribute a mission related product that is promoted
either with the organization’s brand name or co-branded with both the company’s and non-profit’s name for
a fixed number of products produced or for a fixed time period. For example: WWF logos on stationery.
BENEFITS OF CAUSE MARKETING
The terms "cause-related marketing" continued to grow in usage. In more recent years the term has come to
describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable
causes. This concept is beneficial for both the parties. On the one hand, the campaign helps the corporate
houses (for profit organizations) in improving their company image, building customer loyalty and
increasing sales, whereas on the other hand, it provides funds to the charity which is working to support a
special cause. Cause-related marketing can be the pillar of the marketing plan. It can help the company gain
a competitive edge over its competitors by projecting a positive reputation in the target market and delivering
other tangible benefits. Few benefits are:
 Good relations with the media
 Better company image
 Increased sales
 Additional customer loyalty
 Brand advertising
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 Certain markets (Niche) can be entered if they are partnered with non-profit organizations
 Companies can attract and retain quality employees
 CRM efforts communicate a company's commitment to CSR broadly by way of communicating the same
to its stakeholders including employees, customers and suppliers.
In a competitive market, 'survival of the fittest' theory prevails and only those organizations can survive long
that are able to build long-term relationships with customers. Customers being a part of society expect
companies to go beyond their call of duty cause related marketing allows a company to put its brand,
marketing might and people behind a non-profit cause that can provide mutual benefits to the company and
the non-profit entity. The cause marketing campaigns can vary in their scope and design, the types of non-
profit partners and the nature of the relationships among the companies and their non-profit partners. In the
most common type of relationship, for each purchase made by its customers during a specified period of
time, a portion of it is donated to the non-profit entity. It is a win-win situation all around. Companies
increase their sales, while non-profit organizations get more funds and the consumer benefits because he
feels a part of his purchase is going for a good cause.
CAUSE RELATED MARKETING, SPONSORSHIP AND CORPORATE PHILANTHROPY
It has to be clarified that cause related marketing is not corporate philanthropy or sponsorship. It is a third
new way, an intersection of corporate philanthropy and sponsorship. In a CRM program donation to the non-
profit entity are based on exchanges that provide revenue to the donor, that is, sales. Hence a specific
objective of all cause related marketing programs is sales and a promotion campaign are undertaken to
leverage the right to the association. For example, ITC launched a nationwide campaign for water
conservation. Dubbed 'Ashirwad - Boond Se Sagar', this initiative has over the years put into place 31,000
acres of life saving irrigation system benefiting over 40,000 people. Consumers who buy Ashirwad products
(atta, spices and salt) were made aware that from its sale, a worthy contribution was being made to the water
conservation efforts of the nation.
Sponsorships involve money or gifts in return for recognition with a particular cause or event. For example,
Sahara India sponsors the Indian cricket team by providing funds to the Board of Control of Cricket of India.
In return, the company's name and logo are placed on team uniforms and equipment and associated as Team
Sahara India and the trophy named Sahara Cup. There is an expectation that this sponsorship will lead to
greater brand awareness for Sahara India and target market affinity to the company will develop.
Unlike in the case of sponsorship the donor needs to undertake specific activities and pursue specific
objectives for the program to be classified as cause related marketing. Another difference is that both in
philanthropy and sponsorship, the amount to be donated to the cause is negotiated in advance and is
generally fixed. In the case of sponsorship, the amount represents the price for the association. In the case of
cause related marketing the amount is variable as the donation is on a per transaction basis. Table 1
summarizes the differences between cause related marketing, sponsorship and corporate philanthropy.
CONCLUSION
Though Cause Marketing has started as a commercial activity, it has evolved as a concept and has gone
beyond commercial activity to community activity. Corporates have demonstrated their concern for causes.
They have gone beyond the level of reactive competitive Strategies, and have shown the world the soft side
of marketing strategies – a shift from hard factors to soft factors is evident in their marketing strategies.
Company should contribute truly for the sake of cause without expecting in return.
REFERENCE
 Adkins Sue, Cause-Related Models (1999), Cause Related Marketing Who Cares Wins, Reed Educational
& Professional Publishing Limited, , pp. 113-34.
 Anderson, J., and D. Gerbing. 1988. The use of pledges to build and sustain commitment in distribution
channels: A review and recommended two-step approach. Psychological Bulletin 103: 411–23.
 Bhattacharya, C.B., D. Korschun, and S. Sen. 2009. Strenghthening stakeholder–company relationships
through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics 85, no.
2: 257–72.
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 Grahn, Joyce L., William J. Hannaford, and Kevin J. Laverty (1987), "Corporate Philanthropy and
Marketing Strategy: A Review and Directions for Research," in AMA Educa- tors' Proceedings, Series
53, M. R. Solomon et al., eds. Chicago: American Marketing Association, 67-9.
 Trimble, C., and N. Rifon. 2006. Consumer perceptions of compatibility in cause-related marketing
messages. International Journal of Nonprofit and Voluntary Sector Marketing 11, no. 1: 29–47.
 Varadarajan, P. (1986), "Horizontal Cooperative Sales Pro- motion: A Framework for Classification and
Additional Perspectives," Journal of Marketing, 50 (April), 61-73.
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RECENT INNOVATIVE INVESTMENT TREND ON MUTUAL FUND 2018
Dr. A. Muthukrishnan
INTRODUCTION
It is suitable for new entrants to the professional sector and staff who are beginning their career in financial
services. The broad topics covered make the qualification suitable for all staff, not just those responsible for
making investment decisions, including administration, finance and accounting, IT, customer services, sales
and marketing and HR and training.
When you complete this course, you will become familiar with the general structure of primary and
secondary equity markets from a domestic and international perspective. Beginning with introductory
finance notions of risk and return, we examine qualitative concepts such as market efficiency and valuation.
These tools should enable you to build valuation models for common stocks. Through this process, you will
also learn how professional financial analysts should evaluate companies. The course is suitable for students
seeking eventual employment with a brokerage company, Investment Company or financial services
company with responsibilities in evaluating and selecting equity securities for investment portfolios.
INVESTMENT
Investment managers also known as fund or asset managers do as the name suggests – they manage
investments of private investors, corporates, banks or insurance companies. Investment managers make their
clients’ money grow by using investment banks to buy and sell investments. Let us consider the funds
managed by an investment manager as raw material whether in shares, bonds, commodities or derivatives
and an investment manager as a machine that converts this raw material into a product by using a series of
processes. The product is a fund. The goal of the fund is make money for the investors. Thus, and investment
manager uses an investor’s money to make money. These processes vary greatly and depend on the
investment strategy used. E.g.: passive vs. active investment. However, the principle remains the same. The
fund aims to make a return by balancing risk and rewards and thus, in a process driven manner ensures
effective mobilization / channeling of its resource i.e. money from investors.
INVESTMENT PLANNING
The Investment Planning Process If you’re fortunate enough to have money left over after paying the costs
of living, you may be able to make that extra money go to work for you by investing it to earn a financial
return. Investment planning involves deciding how best to put your money–your capital–to work to achieve
your financial goals.
First things first; secure a strong financial foundation Before you begin investing, you need to secure a
strong financial foundation. Be sure these basic steps have been taken:
 Create a “rainy day” reserve: Set aside enough cash to get you through an unexpected period of illness or
unemployment–two months’ worth of living expenses is generally recommended. Put the cash in a
relatively stable and liquid investment that can earn money but still lets you access the funds easily.
 Pay off your debts: It makes more sense to pay off high-interest-rate debt (e.g., credit card debt) than to
put money into investments that involve an uncertain return.
 Get insured: Having adequate insurance is your best protection against financial loss, so review your
home, auto, health, disability, life, and other policies, and increase your coverage, if needed.
 Max out your IRA, 401(k), Keogh, or other tax-deferred retirement plan: Putting money in these accounts
defers income taxes, leaving you more money to put toward your financial goals. Take full advantage of
them if they are available to you.
Getting educated Once you’ve decided to become an investor, you should “stick your toe in the water” and
get a feel for the environment. The investment world is unique and has its own language, resources, markets,
and so forth. Don’t dive in until you’re at least somewhat familiar with this new territory. Here are some
ways to do this:
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A six-step process It may be helpful to think of investment planning as a six-step process:
1. Setting investment goals
2. Understanding your investment personality
3. Designing an investment portfolio
4. Selecting specific investments
5. Managing and monitoring the portfolio
6. Rebalancing or redesigning the portfolio, if needed
The following discussion presents a brief introduction to some issues typically involved in this process.
 Setting your investment goals The first step is simply taking stock of your particular circumstances.
Your current financial condition and future expectations are the basis for all further investment decisions.
Who you are as an investor (i.e., your investor profile) will determine which investment strategy or
strategies you should implement. For example, you may be saving part of your weekly wages for your 2-
year-old child‰’s college education or your own retirement in 30 years. Or, perhaps you want to invest a
lump sum for a short period, and then use the money to buy a new house. To help evaluate your situation,
here are a few questions you might consider when setting investment goals:
 Understanding your investment personality Understanding risk is a key part of the investment
planning process. A smart investor needs to fully comprehend how risk is measured and its potential
ramifications. You also need to determine your own risk tolerance. Remember, no investment plan is
likely to be successful if it doesn’t fit your temperament and your individual financial situation.
 Designing an investment portfolio You have reached step three in the investment planning process:
designing and managing an investment portfolio. So far, you have done some research, data gathering,
and a lot of thinking. Now you need to actually make some concrete decisions–matching your investment
goals and personality to a combination of various investment categories, whether they be simple
investments, such as CDs, or more complex investments, such as stocks or real estate. The process of
determining how much of your assets to put into each of various categories of investments is known as
asset allocation. No one asset allocation strategy is appropriate for everyone. For long-term investors who
want high growth and don’t need current income, an aggressive plan–one that focuses primarily on
potential growth–might be established. For example, an aggressive investment plan might include 40
percent large company stocks, 25 percent small company stocks, 30 percent international stocks, and 5
percent cash alternatives. By comparison, for investors who put a higher priority on current income and
stability than growth, a more conservative plan might be established; for example, it might consist of 15
percent large company stocks, 5 percent international stocks, 55 percent bond funds, and 25 percent cash
alternatives. Any combination is possible; these are only hypothetical examples. The plan that suits you
best depends on your own investor profile. The major categories of investments available for inclusion in
an asset allocation strategy are shown in the following table:
Investment Category Examples of Investment
Cash alternatives (liquid assets) Bank CDs, U.S. savings bonds, Treasury bills
Debt instruments Bonds, mortgage-related securities
Treasury securities Issued by agencies of the U.S. government
Equity investments Stocks
Insurance-based investment products Annuities, cash value life insurance
Real estate Direct investments and via trusts
Collectibles Art, antiques, gems, and collectibles
Alternative assets Metals, commodities, warrants, options
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 Selecting specific investments You have a plan, you have a list, and now you need to actually begin
investing your money. It’s time to set up your investment account, select specific investments, and
otherwise begin building your portfolio in a way that’s consistent with your goals and selected strategies.
 Managing and monitoring the portfolio Once your investment plan is set in motion, your portfolio
needs ongoing management. You should review your plan regularly to make sure it’s on track. As your
circumstances or the investment landscape change, your portfolio may need some adjusting. That review
can occur, monthly, quarterly, semiannually, or annually, depending on the types of investments you own
and your own need and desire to monitor your investments.
 Rebalancing or redesigning the portfolio, if needed During your periodic reviews of your portfolio,
you may find you need to make changes if it is not performing as expected. For example, you may need
to rebalance or redesign your portfolio. Rebalancing means adjusting the amount invested in various
categories to return to the original asset allocation; redesigning your portfolio would involve adjusting it
to take into account significant changes in the market or your personal situation.
Tip: Asset allocation is extremely important. Seeking the advice of an experienced financial professional is
recommended at this stage. You’ll also need to understand the various financial markets well enough to
select individual investments, which can be a daunting (and time-consuming) task. If you do not have the
time or inclination to evaluate markets and investments, you can seek the advice of a money manager or
financial adviser whom you trust. For the do-it-yourself investor, a wise investment decision involves some
knowledge of the capital markets, investment theory, how stocks and bonds are traded, how the stock market
functions, and how securities are priced, among other things. With a little education, you will soon be able to
determine what rate of return you can reasonably expect to earn from a particular investment and how much
risk you’ll need to take to pursue that return.
Caution: Always get professional help if you are dealing with a complicated or unusual issue. Also,
remember that all investment involves risk, including the possible loss of principal, and there can be no
guarantee that any investment strategy will be successful.
TOP 5 MUTUAL FUND HOLDINGS
S. No. Name of Holding Net Assets (%)
1 HDFC mutual fund 9.52
2 ICICI mutual fund 6.31
3 Reliance Industries Mutual Fund 5.26
4 SBI Mutual Fund 4.94
5 Mahindra & Mahindra Mutual Fund 4.73
MUTUAL FUND OBJECTIVE
The objective of the scheme is long term growth of capital, through a portfolio with a target allocation of
100% equity by aiming at being as diversified across various industries and/ or sectors as its chosen
benchmark index, Nifty 50. The secondary objective is income generation and distribution of dividend.
MUTUAL FUND ASSET ALLOCATION
As on 31/12/2018 Net Assets (%)
Cash 05.50
CRISIL AAA 01.02
Derivatives 01.75
Equity 93.44
MFU 01.29
SAMPLE OF MUTUAL FUND HOLDINGS
S. No. Name of Mutual Fund Holding Net Assets (%)
1 HDFC Mutual Fund 9.52
2 ICICI Mutual Fund 6.31
3 Reliance Industries Mutual Fund 3.34
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4 SBI Mutual Fund 3.19
5 Mahindra & Mahindra Mutual Fund 2.51
6 Bajaj Mutual Fund 2.41
7 Birla Sun Life Asset Management Mutual Fund 2.31
8 Kotak Mahindra Asset Management Mutual Fund 2.21
Mutual fund investments are subject to market risks. Please read the scheme information and other related
documents carefully before investing. Past performance is not indicative of future returns. Please consider
your specific investment requirements before choosing a fund, or designing a portfolio that suits your needs.
Wealth India Financial Services Pvt. Ltd. (with ARN code 69583) makes no warranties or representations,
express or implied, on products offered through the platform. It accepts no liability for any damages or
losses, however caused, in connection with the use of, or on the reliance of its product or related services.
Terms and conditions of the website are applicable. Apple and the Apple logo are trademarks of Apple Inc.,
registered in the U.S. and other countries. App Store is a service mark of Apple Inc., registered in the U.S.
and other countries. The Android robot is reproduced or modified from work created and shared by Google
and used according to terms described in the Creative Commons 3.0 Attribution License.
CONCLUSION
The Indian mutual fund industry has come a long way since its inception in 1963. The industry has witnessed
sufficient growth on all parameters be it; number of fund houses, No. of schemes, funds mobalised, assets
under management etc. The fund industry in the beginning consisted of UTI mutual fund only, but today the
industry consists of all the three sectors viz. public sector, private sector and foreign fund houses. The fund
houses which were just 31 in 1997-98, have grown to 44 funds as on 2013. Similarly the numbers of schemes
in operation have grown from 235 in 1997-98 to 1,131 schemes at a compound growth rate of 14 percent.
The major schemes in operation are regular Income Schemes which account for 52 percent of the total
schemes, followed by Growth Schemes with 29 percent of the total schemes. ELSS is the only scheme which
has recorded negative growth during the period.
Though, the mutual fund industry has recorded significant progress on all fronts yet it has not been able to
utilize its potential fully. On almost on all parameters it is far behind the developed economics and even most
of the emerging economics of the world. The industry is confronted with number of challenges like low
penetration ratio, lack of product differentiation, lack of investor awareness and ability to communicate value
to customers, lack of interest of retail investors towards mutual funds and evolving nature of the industry.
Therefore, if the industry has to utilize its potential fully, it has to address these challenges. To address these
challenges the need is to penetrate into the tier II & tier III cities which among other things would require
seeking more awareness of the investors through strategic initiatives and investor education drives. Apart
from this, the mutual fund industry has to continually deliver superior risk-adjusted returns to the investors.
This would require the fund managers on the one hand to exhibit superior stock selectivity and market timing
performance consistently and on the other hand to keep the fund costs under check. Delivering superior risk-
adjusted returns consistently will automatically create a niche for the mutual funds
REFERENCES
1. Demtriade, Panicos O and Khalied, A Hussain, (1996), "Does Financial Development Cause Economic
Growth," Journal of Development Economics, Vol. 51, pp.387-441
2. Ajte, R, and Jovanovic, B, (1993) "Stock Markets and Development", European Economic Review", 37,
pp.632-40.
3. Fozia (2011), “Emerging Market Of Mutual Funds In India”, PhD. Dissertation (Unpublished), Alighar
Muslim University, Alighar
4. Allen, Franklin and Douglas Gale, (2000), Comparing Financial System, Cambridge, MA; MIT Press
5. Boyd, John and Edward Prescott (1986), "Financial Intermediary Coalitions," Journal of Economic
Theory 38, 211-232
6. Levine, Ross. (2000). "Stock Markets Banks and Economic Growth" The World Bank Policy
Research Working Paper, No. 1690
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ENTREPRENEURSHIP DEVELOPMENT THROUGH RURAL SELF EMPLOYMENT TRAINING
INSTITUTE (RSETI) IN THOOTHUKUDI DISTRICT
Dr. D. Senthil Kumar1 and S K Niamathulla2

Assistant Professor and Ph.D. Scholar2, Department of Business Administration, Annamalai University
1
ABSTRACT
During the early days, most of peoples lived in villages and they were engaged in agriculture to earn their
livelihood. The number of unemployed youths in our country has already reached an alarming stage and still
the number is increasing every year. A large number of youths, though willing to work, find no scope for
employment. Non availability of adequate employment opportunities in the organized and unorganized
sectors is one of the serious challenges the country is facing. Lakhs of youth are entering the job market
every year in this country but are unable to find suitable employment. The entry of automation and
mechanization in every sphere of commerce and administration due to the advent of science and technology
has further accentuated the problem. On the rural side, the employment potential in agricultural economy
also appears to have reached a saturation level leading to large scale migration of manpower from rural to
urban areas adding woes and pressures to already over-strained civil infrastructure. In such a scenario,
there is a need to promote self-employment for the unemployed rural youth, particularly those below the
poverty line, and periodic skill up gradation to keep them abreast of latest technologies. Once trained
appropriately, the youth would launch profitable micro-enterprises and enhances their own standards of
living and thereby contribute to the overall national economy.
Keywords: Entrepreneurship, Self-employment Training Institute, Training Entrepreneur, Handholding,
Skill-buildings.
INTRODUCTION
The lakhs of youth, entering the job market every year in the country, are unable to find suitable employment
for various reasons. Non availability of adequate employment opportunities in the organized and
unorganized sectors is one of the serious challenges the country has been facing for a long time. Promoting
self-employment among the unemployed rural youth, especially those who are below the poverty line and
periodic skill up-gradation sessions or workshops to make them aware of latest technologies, are some of the
potential avenues to mitigate the said challenges. Given appropriate training, guidance and hand-holding
support, these trained youth will be in a position to launch their profitable business/micro-enterprises. This
underlines the need of delivering/imparting skill, motivational and managerial inputs through a novel method
of training system which will not only enhance standards of living of the rural poor but also contribute to the
overall economy when they start their business ventures and strives to flourish. The entrepreneurial youth,
upon reaching such a stage, can also feed the services sector, both within the country and abroad, enabling
the country, thus, to become a reservoir of talented and skilled youth.
Udaykumar (2002) conducted a study on development of entrepreneurs through entrepreneurship
development programmes (EDPs) and revealed that EDP has a marginal effect in converting potential
entrepreneurs into actual entrepreneurs. Out of fifteen successful entrepreneurs, twelve had already decided
to set up business ventures and joined the programme only to equip themselves with business skills to run the
unit. Even in terms of managing the units, EDP could not succeed in enhancing the managerial effectiveness
of the entrepreneurs because eight out of the fifteen closed down their ventures. Also, those who were able to
continue their business do not attribute their success to EDP [2].
Arvil (2007) observed that in countries where economic growth is weak and overall employment is high,
youth unemployment tends to be relatively higher. The expansion of self-employment and the growth of
micro-enterprises in the informal sector have accounted for an increasing share of employment in many
developing countries over the past quarter of a century. In the countries where this applies, the growth of
wage employment in the modern sector has been slower.
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Chaudhari (1999) opined that entrepreneurship development programmes (EDPs) is the novel approach for
entrepreneurship development in women and the process of EDP ranges from identification of appropriate
candidates to impart necessary skills and knowledge about financial, technical and managerial aspects of
business and also for developing motivation and giving infrastructural support for establishing new business
enterprise [4].
RURAL SELF-EMPLOYMENT TRAINING INSTITUTES (RSETIS)
SCOPE OF THE STUDY
After several experiments in different rural situations, it developed a model for conducting rural EDPs.
NABARD and Small Industries Development Bank of India (SIDBI), the two premier financial institutions
in India, therefore, decided to fund the EDI in spreading this model through selected voluntary organizations
in rural areas in different States. Encouraged by positive responses from the field both these institutions and
especially NABARD started approaching voluntary organizations directly for implementing rural EDPs. One
such voluntary organization has been „Rural Development and Self Employment Training Institute‟
(RUDSETI) which was established in Ujire, Karnataka in 1982 jointly by Sri Dharmasthala
Manjunatheshwara Educational Trust, Syndicate Bank and Canara Bank. Since the RUDSETI has today
become a replicable model, the Ministry of Rural Development (MoRD) took an initiative in 2008-09 to set
up Rural Self Employment Training Institute (RSETIs), one in each district of India, based on concept of
RUDSETI to impart training and skill up gradation to the rural BPL youth geared towards entrepreneurship
development. As on 31st March 2018, 586 RSETIs have become functional and started the training activities.
RSETIs are bank led institutes i.e. managed and run by the public/private sector banks with active co-
operation from the Government of India and State Governments. RSETIs are the dedicated institutions
designed as to ensure necessary skill training and skill up gradation of the rural BPL youth to mitigate the
unemployment problem. After successful completion of the training, the entrepreneurs will be provided with
credit linkage assistance by the banks to start their own entrepreneurial ventures.
The main objectives of the study are
 To study the social-economic profile of trainees who had taken up EDP through RSETI, Thoothukudi;
and
 To study the impact of EDP in terms of success / settlement rate, incremental income and employment
generation.
METHODOLOGY
Source of Data
The consolidated study is based on both primary and secondary sources of data. The secondary data were
collected from RSETI, Thoothukudi, various issues of RSETIs Quarterly Newsletter, article published in
journals, newspapers and from the websites related to entrepreneurship and micro enterprises development.
Primary data were collected through personal interviews with the help of pre-tested and structured
questionnaire from RSETI trainees.
SELECTION OF TRAINEES AND SAMPLE SIZE
Keeping in view the specific set of objectives enumerated, trainees who had taken up EDP from RSETI,
Thoothukudi during the period 2017-18 were listed. Of the total trainees listed 922, a random sample of 50
percent trainees were selected. Thus, 461 trainees formed the sample unit for the study. Training
programmes conducted by RSETI, Thoothukudi like General EDP, Agriculture EDP, and Process EDP.
TOOLS OF DATA ANALYSIS
Data collected were subjected to in-depth tabular analysis. Besides applying arithmetical / statistical tools
like percentages, ratios, frequencies, averages, etc. financial ration analysis was used for analyzing
economics / viability of new enterprises / activities. All the information / data collected pertaining to
financial transaction were valued at reference year prices
125
DATA ANALYSIS
PROFILE OF THE TRAINED ENTREPRENEURS
I was considered essential to get an overall picture of their personnel, social-economic and psychological
attributes, so that it would give a broad framework for the entire analysis.
GENDER
Table 1 shows the gender-wise distribution of the sample trainees. Of the total sample trainees selected,
female trainees accounted for 59 per cent while it was 41 per cent for male.
Table – 1: Distribution Of Sample Trainees By Gender
S.No Gender Number of Trainees Percentage
1. Male 191 41%
2. Female 270 59%
Total 461 100
AGE
Table 2 shows age-wise distribution of the sample trainees. Of the total selected trainees, 7 per cent of the
trainees belonged to age group of 18-25 years followed by the age group of 26-30 years (26 per cent) and 31-
40 years (34 per cent) and 33 per cent of trainees belonged to age group of 41-60 years. This is in accordance
with the major objective of RSETI which focused on developing entrepreneurial activities oriented skills
among educated unemployed rural youth of 18-35 years.
Table-2: Distribution Of Sample Trainees By Age Group
S.No. Level of Education Number of Trainees Percentage
1. 18-25 32 7%
2. 26-30 120 26%
3. 31-40 156 34%
4. 41-60 153 33%
Total 461 100
EDUCATION LEVEL
Education is reported to be an important factor that provides entrepreneur the sustenance to work for their
economic independence. Table 3 shows the educational status of the selected trainee 45 per cent of the
trainees had studied up to secondary level, 42 per cent had studied up to higher secondary level, 9 per cent
had studied up to graduation and 4 per cent had studied job oriented course.
Table – 3: Distribution Of Sample Trainees By Level Of Education
S.No Level of Education Number of Trainees Percentage
1. Secondary 208 45%
2. Higher Secondary 192 42%
3. Graduate 41 9%
4. Technical 20 4%
Total 461 100
MARITAL STATUS
Table 4 provides information about marital status-wise distribution of the sample trainees. 343 trainees
accounting for about 74 per cent of the trainees were married, 19 per cent were unmarried and 7 per cent
were widow/divorced/separated.
Table – 4: Distribution Of Sample Trainees By Marital Status
S.No Marital Status Number of Trainees Percentage
1. Unmarried 87 19%
2. Married 343 74%
126
3. Widow/Divorced 31 7%
Total 461 100
PARENTAL OCCUPATION
It is clear from table 5 that 61 per cent of the trainee‟s family were engaged in agriculture sector, 33 per cent
of the trainees family were engaged in non-agricultural activities like job and business and 6 per cent of the
trainees family were dependent on other types of occupation such as service and trade.
Table – 5: Distribution Of Sample Trainees By Type Of Family
S.No Types of family Number of Trainees Percentage
1. Joint family 97 21
2. Nuclear family 364 79
Total 461 100
S.No Parental Occupation Number of Trainees Percentage

1. Cultivator/Agricultural labor 282 61
2. Enterprise 152 33
3. Others 27 6
Total 461 100
SUCCESS RATE OF EDP TRAININGS
Table 6 shows the success rate of EDP trainings given by RSETI, Thoothukudi during the year 2017-18.
Among the 461 sample trainees who had taken the EDP training from the institute, 70 per cent of the
trainees started their own enterprises at different points of the time and 30 per cent of the trainees had not
taken any enterprise.
Table – 6: Success Rate Of The Edp Trainings
S.No Categories Number of Percentage
Trainees
1. Total number of trainees 461
2. Total number of trainees who had taken up enterprise 322 70
3. Total number of trainees who had not taken up enterprise 139 30
Total 461 100
TIME LAG IN ESTABLISHING AN ENTERPRISE
Table 7 reveals that majority ( 55 per cent) of the trainees started their enterprise within six months after
taking the training from the institute. Whereas, 35 per cent of the trainees took 7 to 12 months to start their
units and only 10 per cent of the trainees took more than 12 months to start their enterprise.
Table – 7: Time Lag In Establishing An Enterprise
S.No Categories Number of Trainees Percentage
1. Low (with in the 6 months) 252 55
2. Medium (within the 7-12 months) 163 35
3. High (more than 12 months 46 10
Total 461 100
IMPACT OF EDP TRAINING ON INCOME GENERATION
Table 8 reveals the income generation of trained entrepreneurs through their enterprise. The table indicates
that 62 per cent of the EDP trainees belonged to medium income generation category which ranged from
Rs. 5000/- to Rs. 10,000/-. Whereas 17 per cent of the trainees had high income generation (i.e. more than
Rs. 10,000/-) and 21 per cent of the trainees had low income generation category which ranged from Rs.
3000/- to 5000/-.
127
Table – 8: Distribution Of Sample Trainees Based On Their Income Generation Through The
Enterprise
S.No Categories Number of Trainees Percentage
1. Low (within Rs. 3000 to 5000) 97 21
2. Medium (within 5001 to 10,000) 285 62
3. High (more than 10,000) 79 17
Total 461 100
IMPLICATIONS
The implications based on the findings of the current investigation are as follows: 70 per cent of the EDP
trainees started the enterprise after taking the training from the institute and a considerable percentage of
the trainees did not establish any enterprise. The RSETI, Thoothukudi should make all the efforts to
critically analyze the reasons for not taking up of any enterprise and get the appropriate feedback from
them. Efforts should be made to motivate them and create better infrastructure.
Nearly 55 per cent of the trainees started their enterprise within 6 months after the training. It is appreciable
to find the above result, but in the same way 35 per cent of the EDP trainees took 7 to 12 months to start the
enterprise. It is evident from the study that loans were not available in which lead to delay in establishment
of the enterprise. Necessary care should be exercised for timely sanctioning of the loan to the interested
trainees.
More than half of the trained entrepreneurs belonged to medium level of income generation category. It is
heartening to find majority of the respondents in the medium income generation category. It was also notice
that there was stability in income generation. But for the success of an enterprise it is necessary to expand
the size of the units and achieve higher income generation. This calls for further encouragement of trainees
who have establishment their enterprise by the agencies who are involved in entrepreneurship development.
The follow-up programme should be taken up in such a way that, they should offer solution to the problems
which intervene in their activities, to sustain their knowledge regarding the learnt activities, latest
technologies, skills and opportunities for further establishment of their enterprise. Also create awareness
about the government policies and programmes, availability of raw material, marketing facilities and
financial sources. A special cell needs to be set up to deal exclusively with the women entrepreneurs and
provide the technical guidance in running their enterprise successfully.
CONCLUSION
It is painful to know that after establishing an enterprise through their hard work, entrepreneurs were facing
with the problems of stiff competition from the established brands and lack of better market facilities. This
should be taken note of by all concerned because the success of the EDP depends upon success of the
entrepreneurs which in turn linked with the demand that their product/service gets in the market. During
their training programme, orient them towards availability of different market channels so that they can find
out good market for their produces.
Education, achievement motivation and risk bearing ability contribute to income generation ability of trained
women entrepreneurs. Attention should be given to those attributes during the course of their training.
Variables such as skill orientation and source of information were found to be not associated with income
generation. Acquaint them with skill aspects during the course of their training programme and provide
linkages to different source of information so that they can get necessary information.
REFERENCES
 An Analysis of Entrepreneurship Development through RSETI in Pudukkotai District.
 Udaykumar, M.A, (2002). “Engtrepreneurship Development Programmes and the Development of
Entrepreneurs: A Study”. Small Enterprises Development Management & Extension, 29(4), pp. 87-96.
 Udaykumar, M.A. & Sreedhar, T.N., (2002) “Entrepreneurship Development Programmes: An
Analysis”, Southern Economist, pp. 10-12.
 Chaudhari, P.T. (1999), “Entrepreneurship Development and Women”, Kisan World, 29-30.
128
 Settlement of Entrepreneurs: An Endeavour of RSETI, Venkata Madhusudan Rao, Dr. Shankar
Chatterjee.
 RSETIs as Nurseries for Startups: A Utility Analysis, K Ramakrishha, Dr. A Sudhakar, Dr. Y
Ramakrishna.
 Powering women through Entrepreneurship Development – An Innovate Initiative of RSETIs, K N
Janardhana, Karnataka.
129
A STUDY ON WORK LIFE BALANCE OF FEMALE EMPLOYEES IN HOSPITALS AT
CHENNAI
Dr. C. Kathiravan
ABSTRACT
The term work life balance is more related to balancing of work and life style. This term has emerged in mid-
1800 itself. It is observed that anthropologist use a definition of happiness that is to have as little separation
as possible "between your work and your play". The expression "work–life balance" was first used in
the United Kingdom in the late 1970s to describe the balance between an individual's work and personal life.
In this article we discuss about female employees work life balance in Chennai hospitals.
INTRODUCTION
The term work life balance is more related to balancing of work and life style. This term has emerged in mid-
1800 itself. It is observed that anthropologist use a definition of happiness that is to have as little separation
as possible "between your work and your play". The expression "work–life balance" was first used in
the United Kingdom in the late 1970s to describe the balance between an individual's work and personal
life. In the United States, this phrase was first used in 1986. Most recently, there has been a shift in the
workplace as a result of advances in technology. As there is increase in sophistication and affordable
technologies there is more flexibility for employees to keep contact with work. Healthcare is the sector
focusing on patients well being. This sector is most significant for any nation for this matter. Hence heavy
investments are made by all governments in healthcare industry. The challenge in the industry is
technological changes more new disease and the search for new medicines and trained and dedicated doctors
and nurses. The dedicated staff’s involvement and commitment is more important. But the issue work life
balance of hospital female employees is being a threat to hospital female employees. Hence the quality of
services of employees is directly related to certain factors like work life balance too.
INDIAN HOSPITAL
Hospitals in Indian have been organized along British lines with strict hierarchical structure. The term
hospital means an establishment for a temporary stay of by the sick and injured during the period of
treatment. Let us look through a few definitions of the term hospital. According to the directory of hospitals
in India, 1988, “A hospital is an institution which is run for the medical, surgical and / or obstetrical care of
in patients. There are hospitals run by the Central / State Government /Local body or licensed by the
appropriate authority.”
The World Health Organization defines modern hospitals thus: “The modern hospital is an integral part of
social and medical organization, the function of which is to provide complete health care both curative and
preventive to the public whose outpatient services reach out to the family in its home environment. The
hospital is also a center for training of health workers and for bio-social research.”
WOMEN EMPLOYEES – BASIC NATURE
Nurses’ are playing an important role in determining the quality and cost of healthcare. It is argued that they
have the potential to be part of solutions to key problems in health care systems. Work life balance and
organizational commitment for nurses are paramount importance for them because, they are playing crucial
role in their organizations performance and their family wellbeing. (D.Sakthivel & J. Jayakrishnan,
2006).With such nature women employees are managing their aging factor and their family commitment too
ROLE OF FEMALE IN HEALTH CARE INDUSTRY
It is universally understood that in health care sector female employees take major part. It proven that female
are more suitable in services for health care sector. Healthcare sector is more about healing and caring. The
patients should be care and treated with much care. The patients need morale support and care when they are
neither ill nor injured. Female are more suitable to work with kindness and care. They can show love and
affection to the patients. This fact is accepted and hence female also experience comfortable in being
associated with healthcare sector.
130
IDENTIFICATION OF VARIABLES
• Emotional intelligence - Law, Wong & Song 2004.
• Job Engagement – Schaufeli etal 2006.
• Organisational commitment – Lee, Allen & Mayer 2001.
• Job stress – Parker & Decotiis 1983.
• Work Life Balance - Haymen 2005.
• Job Satisfaction – Rabindra & Kanvngo 1982.
• Aggression– Buss-Perry Scale 1992.
VARIABLES UNDER INVESTIGATION
Independent Variable
• Marital Status:
• Age
• Shift
Dependent Variables
• No. of Dependents(other than children)
• Designation
• Total years working in Hospital
• Total years working in this Hospital
• Educational Qualification
• Income (Self)
• Income (Spouse)
• Spouse Educational Qualification
• No. of children
• Nature of Location
• Nature of Family
• Distance between the home and work place
• Getting enough support from the family members
• Mode of Transportation
• Number of beds in Hospital.
PROBLEM STATEMENT
The major threat to the hospital sector is the performance of employees. Moreover the performance of the
hospital employees is inevitable. The performance of the employees is influenced by many factors like work
like imbalance, occupational stress, organizational culture, leadership climate and more. Now it is time to
pay keen attention in the performance of the female hospital employees. Therefore this research understands
its significance in contributing to the female hospital employee’s well being and in better management of
their time and priority of commitments. This research is considered as it will contribute to academics by
studying the relationship between work related and family related variable and its influence on the
employee’s performance. The hospitals especially located in cities like Chennai faces special problems that
affect the employee’s job performance as discussed in the above chapters. Hence the outcome of this study
shall play a vital role in suggesting the means to balance work and life related variables
131
OBJECTIVES
• This study aims to study the factors influencing female employee’s work life balance working in hospital
sector in Chennai. The objective statements are generated as below;
• To analyze the demographic variables women employees working in Chennai hospitals.
• To study the factors influencing work life balance among female hospital employees.
• To Study the opinion of women employees on emotional intelligence, work engagement, organization
commitment, Job stress statement and its influence over work life balance in hospital sector.
• To understand the impact WORK LIFE BALANCE in level of job satisfaction among women in
hospitals.
VALIDITY AND RELIABILITY
Validity and reliability for Work life balance dimensions
Work life balance dimensions Cranach Composite Average variance
value reliability Extracted
Work interface with personal life 0.925 0.929 0.653
Personal life interference with work 0.827 0.858 0.603
Work personal life enhancement 0.854 0.879 0.645
SUMMARY OF HYPOTHESIS TESTING
One way ANOVA test result concludes that all demographic factors like marital status, age, number of
dependent, shift timings, designation, total years working in hospital, total years of experience in this
hospital, educational qualification they possess, own income, spouses income, spouse’s educational
qualification, number of children, nature of location, nature of family, distance between the home and work
place, family support and mode of transport have significant impact on work life balance.
dependent, shift timings, designation, total years working in hospital, total years working in this hospital,
educational qualification, income (self) per month, income (spouse) per month, spouse educational
qualification, number of children, nature of location, nature of family, distance between the home and work
place, family support and mode of transport have significant difference with opinion about emotional
intelligence.
dependent, shift timings, designation, total years working in this hospital, educational qualification, income
(self) per month, number of children, nature of location, nature of family, distance between the home and
work place, family support and mode of transport have significant difference with opinion about work
engagement.
One way ANOVA test result concludes that all demographic factors like age, number of dependent,
designation, total years working in hospital, total years working in this hospital, educational qualification,
income (self) per month, income (spouse) per month, number of children, nature of location, nature of
family, distance between the home and work place, family have significant difference with opinion about
organizational commitment.
dependent, total years working in hospital, total years working in this hospital, educational qualification,
income (self) per month, income (spouse) per month, spouse educational qualification, number of children,
nature of location, nature of family, distance between the home and work place, have significant difference
with opinion about job stress.
dependent, shift timings, total years working in hospital, total years working in this hospital, educational
qualification, income (self) per month, income (spouse) per month, spouse educational qualification, number
132
of children, nature of location, nature of family, distance between the home and work place, family support
have significant difference with opinion about employee aggression.
One way ANOVA test result concludes that all demographic factors like marital status, number of
dependent, shift timings, total years working in hospital, total years working in this hospital, educational
qualification, income (spouse) per month, spouse educational qualification, number of children, distance
between the home and work place, family support and mode of transport have significant difference with
opinion about job satisfaction.
SAMPLE SIZE
300 multi specialty hospitals nurses.
METHODOLOGY
Questionnaire, SPSS, AMOS, Factor analysis, Multistage stratified random sampling method, F-test, One
way Anova
LIMITATION
• The researcher is difficult to understand about the work balance of emergency ward nurses.
• The researcher is difficult complicated to clear whether they get job satisfaction in night shift.
• The researcher is difficult less possible to identify about the work stress of head nurses.
• The researcher is difficult to cover at a time abut emotional intelligence of nurses in all departments.
FINDINGS
 Age wise classification shows that 174 respondents are in the age group of 18-27, 115 respondents
belong to the age group of 28-37. Dependent wise classification shows that 23 respondents have no
dependents, 80 respondents have only one dependent, 147 respondents have two dependents
 Working time wise classification reveals that 195 respondents work in 10AM-5PM shift, 73 respondents
work in 5PM-12PM shift and 32 respondents are working in 12PM-7AM shift. Designation wise
classification shows that 251 respondents work as staff nurses, 9 respondents work as OT, and 37
respondents work as head nurses.
 Working experience wise classification shows that 183 respondents have less than 5 years experience in
hospitals. 93 respondents have 6-11 years experience in hospitals, 23 respondents have 11-15 years in
hospitals. Work experience in present hospital shows that 223 respondents are working for below 5 years
experience in that hospital, 61 respondents have 6-10 years experience in that hospital.
 Educational qualification wise classification discloses that 159 respondents possess B.Sc nursing as their
qualification, 122 respondents have GNM as their educational qualification. Monthly income wise
classification concludes that 125 respondents get below Rs.10,000 as their monthly income, 133
respondents get Rs.10,000 to Rs.15,000 as their monthly income.
CONCLUSION
Different pointers were utilized to quantify work-life equalization through SEM investigations, something
that has yet to be done in the observational examination on this branch of knowledge. In the event that the
scale utilized as a part of the present study can be produced for use in future studies, it might have a more
grounded legitimacy. Furthermore, it is conceivable that unmeasured variables influenced the connections
under examination in the present study. Future examination could extend and clear up the model utilized as a
part of this study by investigating different arbiters of the connections between the impression of workplace
approaches and representative prosperity.
REFERENCE
1. Brayfield, A.H. and H.F. Rothe. An index of job satisfaction Journal Applied psychology 35: 307,
October 1951.
2. Slavitt, D.B. et al. Nurses satisfaction with their work situation nursing research 2(27): 114, 1978.
133
3. Andrisani, P.J. Job satisfaction among working women. Signs: Journal of women in culture and society
3(3) : 588, 1978.
4. Sloan, F.A. The Geographic distribution of nurses and public policy. Health manpower references.
DHEW publ. No. (HRS) 75 – 53. Washington, DC: us. Department of Health, Education, and Welfare,
1975.
5. Vetaran’s Administration, survey of factors relating to job satisfaction Among VA Nurses: 1960 and
1970. Washington, DC: U.S. Government printing office, 1973.
6. Dimond, L.K. and D.J. Fox, Turnover among hospital staff nurses. Nursing outlook 6:388, July 1958.
7. Hinrichs, J.R. A replicated study of job satisfaction dimensions. Personal psychology 21: 479, 1968
134

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Recent Research

Dr. C. Samudhra Rajakumar

India | UAE | Nigeria | Uzbekistan | Montenegro

First Impression: 2019

Recent Research Trends in Business Administration

Dr. M. Ramesh, M. Com., M.B.A., PGDCA., M.C.A., Ph.D , is currently

Dr. C. Kathiravan, M.B.A., Ph.D, is currently working as a Assistant

Dr. Rincy V. Mathew, M.B.E., M.B.A., Ph.D, is currently working as a

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