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International Journal of Research and Analytical Reviews

NATIONAL CONFERENCE ON
EMERGING APPROACHES IN BUSINESS MANAGEMENT –
DIVERGENT PERSPECTIVES AND DIMENSIONS
(NCEABM-2019)
Date: 09.08.2019

Organised by
Department of Management Studies
SRM Institute of Science& Technology
Vadapalani Campus
Chennai-600026.
International Journal of Research and Analytical Reviews

SRMIST-A PROFILE
SRM Institute of Science and Technology is one of the largest private institutes in India.
SRMIST provides world class education in Faculty of Engineering & Technology, Management
Studies, Science & Humanities, Medicine and Health Sciences, Law, Music & Agriculture. The
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SRMIST-Vadapalani Campus is a constituent of SRM Institute of Science & Technology located

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ABOUT THE DEPARTMENT

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campus. It was started in the year 2009-10 with an aim to make meaningful contribution to the
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doctorates.

THEME OF THE CONFERENCE

National Conference on Emerging Approaches in Business Management – Divergent
Perspectives and Dimensions (NCEABM-2019) aims to provide an apt platform to
academicians, practitioners, research scholars and students to share ideas and explore
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view of the sharpening focus on areas like disruptive innovations and sustainable development.
The tri-fold deliberations between the academicians, practitioners and student community in
the conference, provide an opportunity to redefine the management discourse by
encapsulating new paradigms in management research.
International Journal of Research and Analytical Reviews
Conference Sub-Themes

General Management
 Entrepreneurship and family business
 Strategic management
 Corporate governance
 Value and ethics in business
 CSR
 Environment & sustainability

Human Resource Management

 HR technology and latest recruitment trends
 Big Data Analytics for managing change
 Cross cultural diversity and inclusion at workplace
 Emotional Quotient and Management of Disruption
 Succession planning and mentoring
 Performance management and systems

Marketing Management
 Cross cultural marketing
 Sustainable marketing
 Digital and social media marketing
 Emotional marketing
 Innovation and creativity in marketing
 International marketing
 Mobile marketing and retargeting

Financial Management
 Financial Engineering
 Data Analytics in banking and finance
 Recent trends in capital markets and commodity markets
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 Changing insurance needs

Operations Management
 Green buildings
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 Humanitarian & disaster management
 City & urban logistics

Systems Management
 Emerging trends in business intelligence
 Data science in business decision making
 Data driven solutions
 Ethical and security issues in business intelligence
International Journal of Research and Analytical Reviews
PATRONS
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Mr. Ravi Pachamoothoo-Chairman
Dr.P. Sathyanarayana-President

ADVISORY COMMITTEE
Dr.Sandeep Sanchetti-Vice Chancellor-SRMIST
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(External Affairs)-SRMIST
Dr.N.Sethuraman-Registrar-SRMIST
Dr.C.Muthamizhchelvan-Director (E&T)-SRMIST
Dr.C.Ponnusamy-CoE-SRMIST
Mr.J.Chandrakumar-Director-Admin,
SRM Group

CONFERENCE CHAIRMAN
Dr.K.Duraivelu-Dean (E&T)- SRMIST-Vadapalani Campus

CONVENER
Dr.S.Kesavan-Head,
Department of Management Studies- SRMIST-Vadapalani Campus

COORDINATORS
Dr.C.Praseeda-Professor
Dr.S.Gayathry-Professor
Dr.M.Vijayakumar- Assoc. Professor
Dr.M.N. Prabadevi-Assoc. Professor

ORGANIZING COMMITTEE
Mr. P.Jayaraman-Asst. Professor
Dr. M. Valliammal-Asst. Professor
Dr. R.Nandhini-Asst. Professor
Ms.V.Mohanasundari-Asst. Professor
Ms.B. Jeyaprabha - Asst. Professor
Dr.V.Kiruthiga- Asst. Professor

CONFERENCE ADVISORY BOARD

Dr.A.Chandramohan-Registrar-RGNIYD, Sriperumbudur.
Dr.T.J.Kamalanabhan, Professor & Head, Department of Management Studies,
IIT, Madras.
Dr.R.Thenmozhi, Professor & Head, Department of Management Studies, University of Madras.
Dr. Sadaf Saudagar-Assistant Professor, College of Business Administration,
KSU, KSA.
Dr.R.Srinivasan, Senior Faculty/Programme Promoter, School of Accounting & Finance, IBS
University, Port Moresby,
Papua New Guinea
TS.Dr.Chinnasamy Agamudai Nambi Malarvizhi- Senior Lecturer-Faculty of Management-
Multimedia University, Selangor, Malaysia.
International Journal of Research and Analytical Reviews
Volume: 06 Special Issue Aug. 2019

Contents

01 ZERO BUDGET NATURAL FARMING: A NEW AVENUE IN 01 – 05

ENTREPRENEURSHIP (An Exploratory study on Management students of
aselect Public Universityin Visakhapatnam district)
Chandra Sekhar Pinipilli & Venkata Ramana Murthy Kudumula

02 An empirical analysis to study the benefits of social media marketing 06 – 12

among businessmen
Anwesha Chattopadhyay (Samanta)

03 ENVIRONMENTAL SUSTAINABILITY: ATTITUDINAL IMPACT ON 13 – 19

CONSUMER BEHAVIOUR TOWARDS ECO FRIENDLY PRODUCTS.
P.Neeraja Santhan

04 Mediation Of Emotional Intelligence In The Relationship Of Quality Of 20 – 27

Work Life And Organization Commitment Levels Of Employees’ In Select
IT Companies At Hyderabad-Using PROCESS MACRO
Joiceswarnalatha R & Dr.V.Murali Krishna

05 Sustainability Management through Supply Chain Strategies and 28 – 32

Practices
Dr. Malini T N & Dr. Shilpa Ajay

06 ASSESMENT OF CSR PRACTICES OF SELECTED CEMENT COMPANIES OF 33 – 40

GUJARAT
Chintan V. Chavda & Dr. Yagnesh M. Dalvadi

07 A STUDY ON THE PERCEPTION OF GOVERNMENT EMPLOYEES TOWARDS 41 – 48

CONTRIBUTORY PENSION SCHEME (CPS) –A STUDY WITH SPECIAL
REFERENCE TO CHENNAI CITY
DR. R. Rangarajan & S. Saravanan

08 Understanding Edupreneurs -The New Breed of Entrepreneurs. 49 – 53

P.Jayaraman & Dr.C.Prasseda

09 “Our Phones become our Wallets”- A customer Perception Towards Dine 54 – 59

Out Mobile App at Chennai
Aloysius Amul & Dr. M.N.PrabaDevi

10 TECHNICAL ANALYSIS- AN EFFECTIVE TOOL FOR THE INVESTORS 60 – 65

Dr.S.Gayathry

11 SUSTAINABLE DEVELOPMENT THROUGH EFFECTIVE PHARMACEUTICAL 66 – 69

INDUSTRIAL MANAGEMENT: A REVIEW ANALYSIS
Pradhyuman Singh Lakhawat, PhD & Deva Raj Badugu, PhD & Harshit Eric
Williams, PhD

12 An Analysis of Performance of IPO companies listed in NSE 70 – 75

Dr. Ranjan Jaykant Sabhaya
International Journal of Research and Analytical Reviews
13 HOW TO GLUE MEDIA TOGETHER? 76 - 80
Hemlata Agarwal & Divya Agarwal

14 DATA ANALYTICS IN BANKING INDUSTRY 81 – 85

Ms. V. Sivagami

15 A STUDY ON LIC POLICY HOLDERS’ PERCEPTION TOWARDS SERVICE 86 – 94

QUALITY DIMENSIONS WITH SPECIAL REFERENCE TO CHENNAI CITY
Dr.R.Rangarajan & Ayyappan.K

16 Creating Revolution in Insurance Industry A Case Study of Vidal Health 95 – 97

Insurance TPA Pvt. Limited
Ms.S.Sindujaa & Dr.S.Gayathry

17 IDENTIFYING BOSS TRAITS AND FORMULATING EFFECTIVE WAYS TO 98 – 101

MANAGE AND BUILD A FINEST RELATIONSHIP WITH THE BOSS – A
MANAGER’S PERSPECTIVE
Dr. K. Ramprabha &R. APARNA & G. SABARI GIRI NATHAN

18 INFLUENCING FACTORS OF CUSTOMER SATISFACTION AND E-LOYALTY: 102 – 107

ONLINE SHOPPING AMONG THE YOUNG AGE CONSUMERS WITH
REFERENCE TO CHENNAI CITY
D.Venkatesan & Dr.P.Murugan

19 AN INVESTIGATION ON HR TECHNOLOGY AND LATEST RECRUITMENT 108 – 114

TRENDS
Mr.J.M.Jaffar Sadiq

20 A Study on Work Life Balance of College Students as a Part Time Worker 115 - 121
– with Special Reference to Arts and Science Colleges in Chennai City
K.M.S.Vinitha & Dr.R.Rangarajan

21 SATISFIED EMPLOYEES MAKE HIGHER ORGANIZATIONAL PERFORMANCE 122 – 127

– A STUDY WITH SPECIAL REFERENCE TO EENADU
B.Haritha & Dr.M.N.PrabaDevi

22 THE MILK MAN OF INDIA (A study with Special Reference to 128 – 132
Dr.VergheseKurien)
K.Lavanya & Dr.M.N.PrabaDevi

23 CORPORATE SOCIAL RESPONSIBILITY 133 – 143

PADMA JANANI I & DIVYA SHREE M & VAISHNAVI C

24 Importance of Big Data Analytics in Banking and Financial Sector 144 – 146
Dr.A.Devendran & K.Ananthasuresh

25 360 DEGREE PERFORMANCE MANAGEMENT SYSTEMS AN EMPRICAL 147 - 150

STUDY
Dr.P.Fathima Nancy Dyana & Dr.S.Kesavan

26 A study on Job Enrichment and Organizational Culture among the 151 - 156
jobholders in IT sectors with special reference to SEZ Chennai and
Kanchipuram district.
Agiladevi Pugalendhi & M.Prabhakar
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026

ZERO BUDGET NATURAL FARMING: A NEW AVENUE IN

ENTREPRENEURSHIP (An Exploratory study on Management students
of aselect Public Universityin Visakhapatnam district)

Chandra Sekhar Pinipilli1 & Venkata Ramana Murthy Kudumula2

*1Research Scholar, Department of Commerce & Management Studies, Andhra University,
Visakhapatnam, India.
2Assistant Professor, Department of Commerce & Management Studies, Andhra University,

Visakhapatnam, India.

ABSTRACT: In the emergence of the 21stcentury, sustainable agriculture approaches cater to the needs of food
requirementare necessary, in contrary to those which are currently in usage creating negative environmental
impact, which further leads to the adversity of the natural resources. As a need of the hour, the strategy of Zero
Budget Natural Farming (ZBNF), a type of agriecology method is taking a revolutionary path for the farmers as
well as the agricultural economy with surprising results, making a new verge in the agri-sector. This paper
mainly emphasis on conceptualizing the applications of the ZBNF concept to the entrepreneurship, as an option
for the current management students to make a career choice. The indigenous knowledge employed in this
natural farming make it more prominent due to the cost variability, no usage of chemicals and intense
irrigation methods which make it robust to employ it in different climatic conditions across India making it a
factor inclusive growth of the rural segments. This holistic approach of ZBNF makes it more reliable to diversify
it in all levels.
Keywords: agriecology, Zero Budget Natural Farming (ZBNF), entrepreneurship, sustainable, indigenous, inclusive.
Subject classification code: L260- entrepreneurship

1. INTRODUCTION
India is a diverse country with different climatic conditions and natural resources, and it is primarily an
agricultural dependent country to cope with the demographic burden which prevails. To ensure the
sustainability of the natural resources without depleting them especially in the agriculture there is a need of
basic strategy to make it worthwhile. Certain drawbacks like low capital, scarce water resources, hindrances
forfarmers due to low technical advancements and existence of marginal land holdings, led to the emergence
of Zero Budget Natural Farming, a brain child of Subhash Palekar. This concept has emerged as a new
revolutionary movement from the grass root level, which is one type of agriecology i.e. application of the
natural methods for agriculture without using chemical fertilizers and pesticides. The name so called zero
budget originated because of the application method of crop rotation in the field, as the initial capital of prior
crop can be nullified with the profits of the second crop. The ZBNF works on the following four main pillars-
 Jeevamrita: It is a fermented microbial culture that provides nutrients, increases the activity of the
microbes, which is made of cow dung and urine. It is fermented for 48 hours, there by incorporating
it in irrigation water and then used in crops twice a month.
 Bijamrita: Treatment for the seeds using local cow dung, urine, lime and soil in order to protect the
young roots from fungus as well as soil borne diseases.
 Acchadana(Mulching): There are three types of mulching a) Soil Mulch which covers the topsoil and
protect from tilling., b) Straw Mulch providing dry organic matter straw material of the previous
crops which decomposes and enriches the soil, c)Live Mulch that is symbiotic intercrops and mixed
cropping methods.
 Whapasa:A moisture retaining technique by which both the water molecules and water vapor will
be available which reduces the intense irrigation methods.
Employing these methods in the farm field will give whooping outputs compared to the organic farming.
Though the technique is in its pilot scale, the productivity is remarkable, as the indigenous cow plays a
significant role when there is less dependability of the farmers to get the hybrid and exotic breeds, as it isa
financial burden to them.

Special Issue IJRAR- International Journal of Research and Analytical Reviews 1

UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ (NCEABM-2019)
Having a major scope, this can be integrated with the concept of Entrepreneurship, which is currently having
great implication among the young generations and greater credibility for career buildup and employment
generation. Bytapping the latent potentiality within ZBNF, it can be madeemployable in any field or area
giving maximum functionality to make it as a career option for entrepreneurship. Need of less technical and
capital inputs make it more opportunistic to start with low capital, irrigation,laborrequirements, which are
suitable for any crop.

2. LITERATURE REVIEW
( Altieri , 1989)talked about the agroecology as a scientific approach for solving sustainability problem.
(A, AJ, S, & A, 2015), focused on resolving conflicts between agriculture and natural environment.
(Kadse, Rosset, Morales, & Ferguson, 2017),analyzed how peasant movement scale up agroecology
specially ZBNF, a grass root.
(Brancu, Gligor, & Munteanu, 2012),in their work focused on the student motivation for entrepreneurship
in Romania, results show socio demographic profile and level of education having a major impact.
(Schrama, Haan, Kroonen, Verstegen, & Van der Putten, 2018), focusedon sustainable intensification of
agriculture with ecofriendly nature by comparing organic and conventionalfarm, the former is less
productive.
(M.N., Naik, & S.N, 2009)made emphasis on the Beejamrita importance in sustainable agriculture, and the
benificial traits of it.
(Tavakoli & Fayolle, 2017), shed light on the concept of entrepreneurship andexaminingthe phenomenon by
preening ongoing academic efforts.
2.1.RESEARCH GAP
Reviewed literaturemade emphasis on either natural farming or agroecological methods, and ZBNF
applicability only to agriculture and farming itself, so in the other outlook the entrepreneurship concept has
not made a mark on ZBNF, which can have a greater value generation to cope up with the current
ecofriendly approaches in farming.

3.THEORETICAL AND CONCEPTUAL ARGUMENTS

(Ojjaku, Nkamnebe, & Nwaizugbo, 2018), suggested entrepreneurship determinants, pull push mooring
model, where on the basis of the results, it was observed results that there is a need for policy
initiationstowards theyounggraduates to market opportunity.

4.METHODOLOGY
This study is exploratoryin nature combining both primary and secondary data. The secondary data has
been collected from various sources i.e. books, journals and websites. ASurveyquestionnaire consisting of
Likert Scale (1to 5)was used as an instrument to collect primary data.The researcher administered
questionnaires to the management students of a select Public University in Visakhapatnam district.The
reliability of questionnaire was measured by Cronbach’s alpha coefficient (0.810) suggesting that the
itemsrelatively high internal consistency. Primary data is vital to draw valid conclusions
The convenience-sampling method was used andthe sample was drawn from first year as well as second
year management students of a select Public University in Visakhapatnam district during the month of
August,2018. From the population size of 650, using Cochran’s formula,the sample sizewas determined at
95% confidence level i.e242 for sample adequacy. The statistical software programs used forprimary data
analysiswere, IBM SPSS Package Version20 and MS Excel.
4.1. ASSUMPTIONS
(1) Ho1 – There is no significant difference between male and female respondents in choosing ZBNFas
an option for entrepreneurship.
(2) Ho2 - There is no significant difference between first year and second year
students’perceptiontowards choosing ZBNF as an entrepreneurial choice.
4.2. SCOPE
The present study is not exhaustive but critically exploratory. There is scope for further research, a similar
study can be conducted in an agricultural university. And a relative possibility for research by analyzing the
determinants responsible for choosing ZBNF as entrepreneurship concept.
5. RESULTS AND DISCUSSIONS
On using percentages, as a statistical tool, for the 242 valid responses of respondentsin thequestionnaire for
selecting ZBNF as entrepreneurship,as their career option, it was found that,students opted their choices as-
2 IJRAR- International Journal of Research and Analytical Reviews Special Issue
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
(30.7%)strongly agree, (35.58%) agree, (17.26%)neutral, (11.68%) disagree, and (4.68%) strongly disagree.
This which infers that there is a positive orientation in considering ZBNF as an entrepreneurship avenue for
their career. The following Figure 1 illustrates the percentages of the respondents’ desire in choosing ZBNF
as an entrepreneurship avenue-
Figure1:

5.1. TESTING THE NULL HYPOTHESIS - HO1

Sample of 242 management students constitutes, 124 males and 118 females. Table 1shows the percentages
of students who prefer ZBNF as a choice for Entrepreneurship, segregated according to gender-
Table 1: Percentages of Males and females choosing ZBNF as entrepreneurship
Preferences Female Male No. of students
Agree 51.75 49.24 101
Disagree 9.73 9.264 19
Neutral 28.18 26.81 55
Strongly disagree 2.049 1.950 4
Strongly agree 32.28 30.71 63
Grand Total 124 118 242

To test the null hypothesis 1, anon parametric test i.e. Pearson Chi-square has been applied at 5% level of
significance Table 2 shows the analyzed values of the test.
Table 2: Chi-Square test -5% level of significance
Value Degrees of freedom(df) Asymp. Sig. (2-sided)
Pearson Chi Square 4.553 4 .336

Inference:
From the above table, it can be observed that the calculated χ2,p value at 5% level of significance(LOS)
=0.336, is greater than the actual p value =0.05.(i.e. 0.336 > 0.05).
Therefore, it can be said that there is no significant difference between the preferences of male and female
management students towards ZBNF as a choice for Entrepreneurship.Hence, the H 01 null hypothesis cannot
be rejected.
5.2.TESTING OF THE NULL HYPOTHESIS HO2
To test the null hypothesis Ho2, one-wayANOVAat 5%level of significancewas used to find the differences
between and within the groups of first years and second year management students. The results are shown
in Table 3.
Special Issue IJRAR- International Journal of Research and Analytical Reviews 3
UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ (NCEABM-2019)
Table 3: One way ANOVA- 5% level of significance
Sum of Squares df Mean Square F Sig.
Between Groups 3.505 2 1.753 8.819 .000
Within Groups 47.497 239 .199
Total 51.002 241
SS- Sum of Squares; df-Total Degrees of Freedom; MS-Mean Square

Inference:
The findings are- F-calculated value at (2,239) degrees of freedom at 5% LOS = 8.819
F-Table value at (2,239) degrees of freedom at 5% LOS =2.99.The p-value is <0.000. The result is significant
at p <0.05.
It can be observed that, the F calculated value is greater than F table value so, H 02,the null hypothesis cannot
be accepted. This shows that there is significant difference between first year and second year management
students’perception towards choosing ZBNF as an entrepreneurial choice.
From the above test results,it can be observed that there has been a positive opinion in choosing ZBNF as
Career option for entrepreneurship. It is interesting to note that, in spite of the parameters considered in
evaluating the concept of ZBNF and entrepreneurship relation were new to the students, the results have
been positive.
Their opinions reflect that they are in the favor of implementing this new concept without any gender
discrimination, as both male and female students have a positive outlook towards this sustainable natural
farming technique. The technique has been gaining more importance in the recent times. The study also
shows thatthere is a significant difference in perception of first year students to that of second year students
in making ZBNF as their career option.

6. CONCLUSION
This paper gives a new dimension in correlating ZBNF as a natural farming technique which is cost effective
and sustainable option to choose as an entrepreneurship choice for the management students. Though this
research was conducted at the university level by administering questionnairesto the students, it also gives
an opportunity for further research in this area. This topic has a huge potential in coming days as the
sustainability goals are growing to be of major concerns. The results showthat there is an awareness and
driving force in students to take up entrepreneurship as a choice in differentfields, one such being natural
farming, which is indigenous to geographical areas.

7.REFERENCES
1. Altieri , M. A. (1989). Agroecology: A New Research and Development Paradigm for World Agriculture.
Agriculture, Ecosystems and Environment, 37-46.
2. A, L., AJ, T., S, W., & A, F. (2015, September 9). Resolving Conflicts between Agriculture and the Natural
Environment. 3(9). Retrieved from https://doi.org/10.1371/journal.pbio.1002242
3. Brancu, L., Gligor, D., & Munteanu, V. (2012). Study On Students’ Motivations For Entrepreneurship In
Romania. Procedia - Social and Behavioral Sciences 62, 223-231. doi:doi: 10.1016/j.sbspro.2012.09.036
4. Kadse, A., Rosset, P. M., Morales, H., & Ferguson, B. G. (2017). Taking agroecology to scale: the Zero Budget
Natural Farming peasant movement in Karnataka, India. The Journal of Peasant Studies, 45(2018-Issue 1),
192-219. Retrieved from https://doi.org/10.1080/03066150.2016.1276450
5. M.N., S., Naik, N., & S.N, B. (2009). Beejamrutha: A source for beneficial bacteria. Karnataka Journal of
Agricultural Sciences.
6. Ojjaku, O. C., Nkamnebe, A. D., & Nwaizugbo, I. C. (2018, August). Determinants of entrepreneurial
intentiond among young graduates: perpectives of push-pull-mooring model. Journal of Global
Enterpreneurship Research 8.
7. Schrama, M., Haan, J. d., Kroonen, M., Verstegen, H., & Van der Putten, W. (2018). Crop yield gap and
stability in organic and conventional farming systems. Agriculture ,Ecosystem and Environment 256, 123-
130. doi:https://doi.org/10.1016/j.agee.2017.12.023
8. Tavakoli, M., & Fayolle, A. (2017, December). Neuroscience and Behavioral Psychology in Reference
Module in neuroscience and behavioral psychology. doi:10.1016/B978-0-12-809324-5.06182-4
9. Basha.,Munwar,Syed.(2017).zero budget natural farming concept & practice in vizayanagaram.
Retrievedfrom-
https://www.aphrdi.ap.gov.in/documents/Trainings@APHRDI/Vizianagaram/2017/decS.M.BASHA%20S
%20SIR%20PRESENTATIONS.pdf

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Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
10. Babu,Yogananda,R.(2018).action research report on SubashPalekar’s Zero Budget Natural Farming . Retrieved
from http://www.atimysore.gov.in/PDF/action_research1.pdf
11. Kothari,C.P.,Garg,Gaurav.(2018). Research methodology: methods and techniques, (4th ed.).New Delhi: New
Age International Publisher
12. Zero budget natural farming in India(2018).Retrieved from http://www.fao.org/3/a-bl990e.pdf

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An empirical analysis to study the benefits of social media marketing

among businessmen

Anwesha Chattopadhyay (Samanta)

Research Scholar, Department of Statistics, University of Calcutta.

ABSTRACT: Social media marketing is one of the most talked about topic around the world. According to
Wikipedia, Social media marketing is the use of social media platforms and websites to promote a product or
service. This has given a boost to big companies as well as local businessmen in manifold ways. This has also
given birth to numerous entrepreneurs around the world and they are running their business successfully with
the help their customers, even international ones. In India, many people who were afraid of taking monetary
risks in business have been encouraged by social media marketing as it involves no or low cost to invest. This
population includes youngsters, office going people, housewives and even retired people. This implies that social
media marketing has brought many non-earning citizens under the earning bracket. Moreover, those who were
in business from generations, have also come out of their traditional ways of doing business in order to increase
their number of customers breaking all borders. This paper aims to discuss about the entrepreneurs who has
stepped forward to take up business as an income with the help of social media marketing. Also, businessmen
who have opted SMM in their existing businesses will be considered to know about their change in profit. An
empirical study has been conducted on 100 people active in social media marketing.
Keywords: Businessmen, Facebook, Instagram, Marketing, Smartphone, Social Media Marketing, WhatsApp.

Introduction:
Globalisation and digitalization are the two pillars of human development in this century. These two
together has brought revolutionary changes in every spheres of life. Globalisation has transformed the living
planet into a global village and digitalization has brought that notion within our grip. We can acquire any
kind of information or statistics of any place, whenever and wherever we want. We have the power of
obtaining knowledge within a second from the massive information provided by internet. Technology has
made life easier, convenient and faster and has also created a manifold network connecting approximately
everyone from every part of the world. This connectivity and communication have elevated the quality of
life and have offered enormous opportunities that were never thought of. This connectivity furnishes a
major prospect to the marketing world. Also, it has introduced a high competition in marketing.
“Marketing is an administrative and social process through which individuals and groups obtain what they
need and desire by the generation, offering and exchange of valuable products with their equals”. This is
how marketing is defined by Philip Kotler. From the definition it is clear that social outlook has a vital role to
play in marketing. Also, marketing is found to change its laws depending on needs as well as developments
occurring around us. In this era of high technology and digitalization, traditional methods of marketing fail
to appeal customers. Businessmen should be adaptive of all situations in terms of new methods and the
newest change is the advent of various parameters of digitalization. Starting from application of Big Data,
Internet of Things (IOT), Artificial Intelligence (AI) to social media, blogs etc can bring revolutionary
changes in business and marketing and the one who is smart and fast enough to implement these in
business will be more profitable.
Social media marketing is one of the most talked about topic around the world. According to Wikipedia,
Social media marketing is the use of social media platforms and websites to promote a product or service.
Social media is approachable to all having active internet connection in different forms, like Blogs,
Microblogs, Media or advertisement sharing sites, Social Bookmarking, Social network sites and so on.
Facebook, WhatsApp, Instagram are most common platforms of doing marketing and business. Various
training classes are also available online to train and equip oneself for this kind of marketing. Obviously,
knowledge of the practical market, choices of customers, demand of commodities and competitiveness of
market are the most primary requirements of any businessman.
On the other hand, smartphones have become so easily available to most of the people. Initially mobile
phones were only meant for calling and sending messages. But now the utilities and applications have no
boundaries. A smartphone is multitasking i.e. can perform many functions at a time and this is a need in
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today’s pace of world. Apart from communication, it provides entertainment, social platform, banking
system and commercial market. A smartphone along with an active and fast internet connection brings the
world in our pockets. So, it brings enormous opportunities if it can be used wisely in all sectors like
education, business, learning various foreign courses, jobs to name a few. The smartphone industry is a
booming market as far as India is concerned. In 2017, number of smartphone users in India is estimated to
reach nearly 299.24 million which is approximately 33.4% of the mobile users and 25% of the overall
population in India. According to the predictions done by Statista in 2017, 36% of total mobile users in India
will own a smartphone in 2018 and 39% in 2019.
The major benefit drawn from business in social media is it reduces the cost of marketing. Those who are
starting a business need not to hire anyone for marketing and advertising. This also helps in generating
exposures to business. As a result, there will be more sell of products and services and hence there will be a
rise in search engine ranking. This will give a boost to the business automatically. This is the privilege drawn
from the application of artificial intelligence.
Social networking for organizations involves lower marketing costs in terms of money as well as personnel.
With the economic downturn, many companies are trying to find ways to cut their expenditure and social
networking sites provide the way to reduce their costs drastically as the costs of communication are very
less in Facebook, WhatsApp etc compared to other means of marketing. Social media platform like Facebook
provides a rapid and consistent communication to millions of viewers. Due to the vast popularity of this
social media, huge numbers of users are active here almost all the time. Hence any advertisement reaches
very quickly to a huge number of users.Social media is the one and only ideal alternative to telemarketing
and marketing research. The main reason behind is that people are tired of calling the call centres and
getting the problems solved. This requires a lot of time, involves non-response of the call centres and lack of
information of the tele callers sometimes fail to solve problems. On the other hand, internet is an excellent
direct-response marketing platform, which provides immediate and direct answers to marketing questions
and problems within the minimum time period.
In this paper, we have conducted a primary data survey on businessmen who are from different
backgrounds having selected Facebook, Instagram and WhatsApp as their business platforms. Both types of
businessmen, those who had business long back social media marketing came into scenario are considered
along with the entrepreneurs who had the courage to start a business online depending solely on social
media marketing. We have done statistical analysis on the data that we have collected.

Research objectives:
The objective of the paper is to study the success of the existing businessmen derived from social
media marketing in terms of number of customers and profit. Also, there choice mode of business is
discussed. Entrepreneurs are also considered and their experiences are discussed.

Research Methodology:
Data:
 The study is based on primary data collected from 100 respondents, irrespective of all parameters
like age, sex and marital status in Kolkata by means of a structured questionnaire.
Sampling:
 Snowball sampling has been done. By snowball sampling, we mean the procedure that when we get
response from a respondent, we ask whether she knows anyone else doing business in social media.
Software used for analysis:
 Microsoft Excel for the graphs and charts
 R for statistical tests and calculations
Analysis of data:
Firstly, the respondents are segregated on the basis of their experience. The businessmen who are
already in business and those who are new are identified.

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Fig 1: Diagram segregating respondents on the basis on experience

Source: Primary Data

37% of businessmen in our data are entrepreneurs and started their business online. They did not have any
kind of business before that. On the other hand, 63% of businessmen had their business before they started
marketing online.
So, 37 out of 100 people have started their business as they got the option of doing business online which
required no investment. Otherwise they did not have any plans to start business. Social media marketing
had inspired them to try their luck in business. Others had business before social media marketing had
become so popular and most of them had business as their primary mode of income.
Analysis of Businessmen having business even before popularity of Social Media Marketing

Fig 2: Diagram showing benefits after starting business online in terms of number of customers
Source: Primary Data

This diagram represents the businessmen who had running business before starting online. 82% of them
got benefit in terms of number of customers, while 15% are not sure. Only 3% reported that they did not
experience any raise in number of customers after starting online business. Since 82% of the businessmen
have been benefitted by online marketing and online business, we can conclude that online business boosts
the number of customers that will eventually bring more connectivity and profit.

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Fig 3: Diagram showing benefits after starting business online in terms of income
Source: Primary Data

When asked about profit, only 67% told about having increased profit. 30% of the businessmen are not sure
about their profit. This output is quite different from the previous one. 82% claim to get more customers but
only 67% are claiming to have more profit out of it. 18.5% of businessmen having increased number of
customers are not having any profit. For them, one-sided benefit from internet has been achieved. They
have got more customers which is definitely a positive outcome but not deriving more profit is not
something that is expected. This may happen due to less knowledge of social media marketing, the way it
should be utilised and the way online customers should be dealt with. Lack of proper knowledge can bring
unexpectedly bad results. This is true for that 3% of businessmen as well who fail to derive more customers
as well as profit from technology. Those who are in doubt about their increase in profit and customer
numbers, they also suffer from internet illiteracy. They should have proper training which are available in
various ways, both online and offline, if they want to come out of the traditional ways of doing business.

Fig 4: Diagram showing the preferred mode of business by the experienced businessmen
Source: Primary Data
67% of businessmen prefer online business as they derived profit out of it while 33% are still preferring the
traditional methods. This result was quite obvious after the previous output that have been obtained in
regards to profit.

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A chi square test was done to test the independence between increase in customer base and increase in
income stating the null hypothesis H01: Increase in number of customers and increase in income are
independent against the alternative hypothesis H11: Increase in number of customers and increase in
income are not independent. A p-value < 0.05 is obtained which concludes the rejection of null hypothesis.
That means increase in customer base and increase in income are dependent.
Also, to validate the above findings, two chi square tests for independence were conducted with the
following hypotheses.
H02: Success and increase in customer number are independent
H03: Success and increase in income are independent
Against the corresponding alternative hypotheses
H12: Success and increase in customer number are not independent
H13: Success and increase in income are not independent

Here, the parameter ‘Success’ is defined by the results achieved from social media marketing by the
businessmen were as they expected, or more than what they expected or less than what they had
anticipated.
Table 1: Test of Independence for success derived from doing business in Social Media
Chi-square value D.F. P-value Comparison Decision
Increase in customer 7.572 4 0.1086 > 0.05 Accept
Increase in income 15.236 4 0.00424 < 0.05 Reject
Source: Primary data

Increase in income has derived a significant result concluding that the success of the businessmen is
determined by the increase in income as a result of doing business in social media like Facebook, WhatsApp
etc. However, results show that success in not dependent on increase in customer whereas increase in
income and customers are inter dependent.
Analysis of Businessmen who started business after popularity of social media marketing
Social media have given birth to entrepreneurs from various backgrounds. People from non-business
background, students, housewives, and retired people have grown interest in business due to the benefits of
social media marketing. People who are doing jobs, have also taken interest in business along with their
jobs. Some people are interested in selling branded products, handmade products while some are interested
in reselling various products. Some people provide supplies for parties, bake cakes for various occasions,
deliver food, provide services like salon, pest control etc. when asked about their source of information, it
was found that 80% of them had known form friends and relatives, while few others from internet.

Fig 5: Diagram showing source of information for entrepreneurs

Source: Primary Data

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Fig 6: Diagram showing results for entrepreneurs on the basis of their expectation
Source: Primary Data
Although expectation is a relative notion, only 21% claim to have results less than what they had expected
to have. While the rest 79% said they had either result as they had expected or more than that. Since most of
the entrepreneurs were not actually planning to start a business but tried their luck in online business, so
most of them had satisfactory output.

Fig 7: Diagram showing the preferred mode of business by the entrepreneurs

Source: Primary Data

Comparison of preference of mode of business among the two groups

Both the group of businessmen prefer online ways of business more than the traditional method. The
following diagram is the proof of this statement.

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Fig 8: Diagram showing the preferred mode of business by the entrepreneurs and experienced businessmen
Source: Primary Data

A chi square test was conducted to test the homogeneity of modes of business in the two groups. stating the
null hypothesis H04: Preference of online business is homogenous in two groups against the alternative
hypothesis H14: Preference of online business is not homogenous in two groups. A p-value =0.926 > 0.05 is
obtained which concludes the acceptance of null hypothesis. Thisvalidates figure 8.

Conclusion:
Social media marketing has opened ample opportunities of income for many people irrespective of their
educational status. It has also increased competition for the businessmen as people from non-business
background or interest are entering this domain. In spite of this online methods seem to be more acceptable
to them as it is competent to present way of life. It has made life faster and brought more customers under
this bracket. Entrepreneurs find online business an inspiration to earn more and work harder. As a whole,
online business and social media marketing has a great impacton a large scale of people.

References:
1. Donner J.(2007): “The Use of Mobile Phones by Microentrepreneurs in Kigali, Rwanda: Changes to Social and
Business Networks”, The Massachusetts Institute of Technology Information Technologies and International
Development, Vol-3, Number-2, pp 3-19.
2. Kaplan A.M. and HaenleinM.(2010): “Users of the world, unite! The challenges and opportunities of Social
Media”, Business Horizons, Elsevier, Vol-53, pp 59-68.
3. Kim A.J. and Ko E.(2012): “Do Social Media Marketing Activities enhance Customer Equity? An empirical study
of Luxury Fashion Brand”, Journal of Business Research, Vol-65, pp 1480-1486.
4. Mangold W.G. and Faulds D.J.(2009): “Social media: The new hybrid element of the promotion mix”, Business
Horizons, Elsevier, Vol-52, pp 357-365.
5. NetiS.(2011): “Social Media and its role in Marketing”, International Journal of Enterprise Computing and
Business Systems, Vol-1, Issue-2, pp 1-15.

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ENVIRONMENTAL SUSTAINABILITY: ATTITUDINAL IMPACT ON

CONSUMER BEHAVIOUR TOWARDS ECO FRIENDLY PRODUCTS.

P.Neeraja Santhan

ABSTRACT: What people buy, use and dispose depends on their attitude, instigated by need , motivated by
personality and perception. Individual’s public behaviour is environmentally structured and differs from innate
self. Environmental Conservation, Preservation and Restoration is a matter of public interest, still considered
more social in nature and cause than at the personal level. Increasing carbon footprint in the environment due
to industrialization and technological advancements, causing severe health hazards to the citizens is a much
talked about topic at present. Global Warming and Extremities in climatic conditions observed across the globe,
is a gift of Urbanization and Deforestation. Alarming levels of pollution and depletion of precious natural
resources has envisaged the need to produce eco friendly products for consumption. Eco Labels have been
introduced to guide consumers towards this cause. Awareness needs to be increased to influence multitude to
adopt eco friendly behaviour. Especially in a resource rich country like India where freedom to plunder natural
resources and publicly discard waste is still considered a birth right, individuals need to become eco friendly.
Dynamics of Socio Cultural factors, Economic constraints and Life Style patterns influence decisions and buying
behaviour. Profession and learning influence attitude bringing about a behavioural change. The paper tries to
study this change especially with reference to the eco friendly behaviour of professionals. What they prefer to
use and what they actually use, speaks of their innate self, conflicting with practical self, an outcome of
Attitudinal change.

Keywords:

INTRODUCTION
Environment Protection is a concept much talked about due to the growing concern of citizens regarding
their surroundings and the air they breathe. Day by day the growing carbon footprint of industrialization
and technological evolutions has increased the levels of pollution in the environment, causing sever health
hazards to the citizens. Urbanization at the cost of deforestation is depleting the green reserves and causing
global warming. Climates’ across the countries is changing drastically and extremities of the climate, is
observed in many geographical locations around the globe. Technological advancements, development of
urban settlements and population increase, results in depletion of resources which in the long run will have
detrimental effect on the natural resources. Government and public need to adopt stringent measures to,
Preserve, Conserve and Restore the environment, to provide a healthy habitat for the future citizens. Eco
friendly production and developmental activities need to be initiated, while scouting for alternative sources
of energy and resources. Clean and Green belts need to be developed to restore the environment, while
reducing/ prohibiting hazardous material usage. Organizations need to develop business models where the
needs of the present are satisfied without compromising on the opportunities and health of the future.
Eco labels were introduced three decades ago for the first time in Germany and Blue Label was the first label
introduced in 1978 by the German Ministry for interiors. Eco Labels are different from Environmental
labels, which are general in nature. Ecolabels are more product specific and issued by a certified company
other than the manufacturer.
In the wake of consumerism lot of emphasis is being placed on producing environment friendly consumer
goods, both from the manufacturing side as well as from consumption, including disposal. Urbanization,
Modernization, Innovation and Technological upgradation has benefitted the consumer world with plethora
of gadgets, appliances and products, but at the same time has also caused accumulation of heaps of waste,
and depletion & degradation of environmental resources. Governments and civic bodies today are faced
with the task of waste management and garbage disposal, while protecting the quality of the environment.
Effective waste disposal has become a challenge, giving way for intelligent and innovative waste recycling
and reuse. Consumers are made more Eco aware inducing them into purchasing Eco friendly products.
Consumer forums and social groups are promoting use of Eco friendly products. More and more consumers
are evincing keen interest on eco friendly products to the extent that they are willing to pay a premium price
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for them as against the normal price of a routine product. (SruthiyaVN). Lack of awareness regarding the
products availability may be a factor for non consumption. Awareness of eco friendly products has greatly
increased during the recent times, but for the price conscious customers the perception of price being high
is a dissuading factor.(Deepti Shankar Barge). Ardent environmentalists feel price plays a secondary role
while environmental protection becomes primary and they search for specific eco friendly products, where
in the eco labels play the major role.(Dr. R.Prabhusankar).
Industry and individuals are now evincing keen interest in safe guarding the environment from all forces of
destruction. Consumer awareness forums are actively undertaking programmes and special events to
increase civilian participation in Eco protection. Eco environment calls for Eco friendly
production/manufacturing, Eco friendly product consumption and Eco friendly disposal. The introduction of
Eco labels has made it possible for consumers to be aware of products they use and their eco friendly
nature. In the recent years there has been a significant increase in the use of eco-labels and many products
are sporting them to attract the attention of consumers about the eco friendly nature of the products. There
are special agencies which provide labels on the basis of their environmentally friendly characteristics and it
is a voluntary process initiated by manufacturers to gain a competitive edge in the market. Businesses’
around the globe are fast adopting the Green Movement in tune with the metamorphosing consumer
behaviour. More and more citizens across the world are moving towards green management and are
actively participating in eco protection. Educated public and elite of the developed nations are slowly
moving towards purchase of eco friendly products. Consumer purchasing behaviour has undergone a
change world over.
Coming to a fast developing country like India where traditional business practices and lifestyles are still in
vogue in majority of the states owing to the rural background of the multitude and the diverse social
backgrounds, the awareness of ecological issues is still in its nascent stage and the consumers perceptions
and behaviour towards using eco friendly products is a market yet to be tapped. Awareness of Eco Labels is
very limited and there is lot of scope for studying the consumer behaviour towards purchasing eco friendly
products.
The main objective of the study is to understand the awareness levels of the consumers especially
professionals towards eco friendly products and in general to know their attitude towards ecological issues
and eco labels. The buying behaviour of consumers largely depends on their perceptions and attitude,
refined by their personality and motivations. Consumer behaviour studies emphasis on the factors which
impact the buying behaviour and the different external environmental factor which act as stimuli for
initiating the purchase action. The influence of attitude refined by learning on the purchase behaviour is a
factor to reckon with whenever a socially conscious behavioural study is undertaken. Environment friendly
behaviour normally occurs when an individual is inwardly motivated towards nature and its protection &
preservation. Learning to an extent modifies attitude and motivates one to behave in a socially conscious
manner. Various studies undertaken, emphasis the fact.

LITERATURE REVIEW
Geetha & Jennifer(2014) in their article titled “A Study on Consumer Behaviour towards Purchase of Eco
Friendly products in Coimbatore” tried to understand the consumer behaviour towards eco friendly
products in the city of Coimbatore and identify factors that influence them into purchasing eco friendly
products. The study identified that the awareness levels regarding eco friendly products is considerably
high and in particular health conscious customers seem to evince strong interest in purchasing and
consuming eco friendly products and organic products especially food products. Price seems to be a major
barrier for the price conscious middle income consumers as organic food products and eco friendly
products are more pricey than the normal product. Social media and word of mouth have been identified as
the most effective promotional tool. Sehgal & Singh,(2010) in their article, “ Impact of Eco Friendly Products
on Consumer behaviour”, tried to identify the factors influencing the purchase of Green Products by eco
conscious consumers. The researchers identified that the business houses are also slowly converting to
green production methods and are resorting to eco labels to make known to the consumers about the eco
features of the products. Eco labels today seem to have become a key for pulling the consumer and closing
the sale . The study identified that price is a detrimental factor for purchase of eco friendly products , but
attitude and perception of consumers towards the environment sometimes influences consumers into
purchasing eco friendly products. So the researchers conclude that it is the social responsibility and ethical
consciousness of consumers that influences them to purchase green products. Taufique, Sawar &
Islam(2014) identified Consumer Awareness, Knowledge, Involvement, Trust, Design & Visibility, Credibility
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of Quality, Type, Level and Clarity of Information, Persuasiveness and Perception of benefits of Eco labels as
tools to measure the Consumer Perception and Understanding of Eco Labels. They opined that mere
understanding and involvement alone are not sufficient and the rest of the factors also need to be reckoned
with to study the consumers understanding and perception on eco labels.
Shaikh & Must(2011) in study done at Karachi among the student community identified that awareness of
precipitation of ecological problem is considerably high but awareness of eco labels is low. Their study
revealed that though most of the sample were aware of the growing ecological destruction and need for
protection , they were less inclined towards purchase of eco friendly products and eco labels doesn’t seem
to have an impact on the purchase decision. Barge, More & Bhola(2014) in their study identified that the
awareness levels of eco friendly products has increased but the misconception regarding the high pricing of
the eco products is preventing consumer from purchasing eco friendly products. The research identified
that eco conscious customers are willing to pay a higher price for eco friendly products while, though aware,
price conscious consumers are not willing to pay excess for them irrespective of their social consciousness
regarding environment . Prabusankar (2016) in his article identified that eco conscious consumers with
renewed interest in eco preservation, conservation and restoration are the most likely consumers of eco
friendly products and eco labels are a means to identify the eco friendly nature of the product. These
consumers are predominantly seekers of eco labels and are the cause for all FMCG majors to resort to eco
labelling. The author stresses the need for marketers to involve consumers in their green marketing
programmes to increase consumption of eco friendly products. Liu, Yan & Zhou(2017) in their study on eco
friendly rice purchase in China identified that health conscious consumers prefer to buy and consume eco
friendly rice or green rice as compared to a general consumer who is more price conscious. The study
identified that socio cultural characteristics, orientations and demographic characteristics have an influence
on the purchase decision for green rice. The researchers feel government awareness programmes need to
be conducted to orient people towards purchasing and using green rice. Saxena & Khandelwal(2008) in
their study have identified that modern day consumers are very much positive towards green marketing
and shifting from gray market to green marketing . The study also revealed that modern manufacturers are
also shifting to green production in tune with changing consumer taste and preferences. Ihemezie et
al.,(2018) in their study identified that eco labels do influence consumers into buying eco friendly products
but it does not demonstrate the eco friendly use and disposal. Consumers evincing keen interest in
purchasing eco friendly products do not seem to have awareness of eco friendly use and disposal and the
study also revealed that much research has not been done in this particular area. So the researcher feels that
research needs to be done in identifying the consumers awareness of not only of eco friendly products but
also on their use and disposal methods. Taufique et al.,(2016) in their study identified that general
knowledge regarding environmental protection has a positive impact on bringing about an eco conscious
consumer behaviour and awareness of eco labels . The study revealed that the more the general awareness
the more is the consumers positive attitude towards purchasing eco friendly products. So the authors opine
that integrated marketing communication efforts need to be adopted to increase consumers awareness
regarding eco friendly products and eco labels.
OBJECTIVES OF THE STUDY:
1. To understand the awareness levels regarding Eco Friendly Products and Eco Labels.
2. To study the attitude and approach of professional towards Eco Friendly Behaviour.
3. To study the influence of Socio Cultural and Economic factors on Eco Friendly Behaviour.
4. To understand the influence of Learning on Attitudinal change towards Eco Friendly Behaviour.

METHODOLOGY:
The study was conducted in the city of Visakhapatnam and educated professional were selected as sample.
The sample size was 100 and were picked randomly. The study was done with the help of a structured open
ended questionnaire and the sample consists of well educated professionals belonging to both genders
drawing an annual income between Rs.3.00 lakhs to Rs.8.00 lakhs. Google forms were used for Data Analysis
and Reports. In addition to general demographic information, specific information regarding the
respondents’ opinion on Eco Friendly products and their attitude towards Eco Friendly behaviour was
collected and analysed.
ANALYSIS
The present study was conducted to understand how professionals deal with the environmental issues, their
level of awareness regarding Eco Labels and their attitude towards adopting an Eco friendly behaviour.
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Most of the respondents seem to be well aware of Eco Friendly products and Eco Labels as a almost 90% of
the sample showed a keen interest in buying and using Eco Friendly products especially Organic products.
Perception seems to differ from practice as 70 % of the respondents prefer to use organic products but
regularly buy inorganic.
Products regularly Bought.

Products Regularly Used

This is attributed to the pricey nature of organic products, as the organic products are expensive. Food,
health products, house hold utilities are some of the product categories where the respondents seem to be
interested in purchasing organic and eco friendly products. Awareness regarding Eco Labels is considerably
high but in practice only selected few seem to be reading the Eco features , as everyone is more habituated
to see the Date of Manufacture and Expiry followed by ingredients and features. Much importance is not
being given to Eco Labels. Most of the respondents opine that Eco Friendly products reduce carbon foot
print in the environment but at the same time are not clear on concepts such as Deforestation, Recycling of
Waste and Exploitation of Natural Resources. Nearly 30% of the respondents have given “Neutral” as
answer for opinion.

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This can be attributed to the attitude and behavioural pattern of the respondents. “ Old Habits Die Hard” . In
a resource rich and free country like India where carefree plundering of resources and public littering has
been in practice , the idea of rationing the natural resources and dumping their garbage in their back yard is
hard to digest.65% of the respondents opined that garbage, when full at home can be dumped on the
streets, while 60% feel use of Plastic is inevitable due to convenience.

With great difficulty our Honourable Prime minister Mr. Narendra Modi could to an extent control public
defecation , but still we can find parents ignoring children defecating outside in the cities itself and educated
public dumping garbage onto the streets. 55% of the respondents felt that De-Forestation is inevitable for
development and urbanization while a handful feel deforestation has to be restricted while identifying
alternatives. Most of the respondents seem to be theoretically aware of the benefits of Eco Friendly
Behaviour but in practice are are exhibiting a different attitude which is very much conspicuous in their
answers as good number have given Neutral as an option and the responses are mixed. The study identified
a wide gap between public awareness of Eco friendly products and Eco friendly Behaviour. Attitudinal
change seems to be the answer as marketing for eco friendly products is not suffiencient but programmes
need to be designed to bring about an attitudinal change among the public towards adopting Eco Friendly
Behaviour. AIDA principle needs to be adopted ie. Create a Awareness for Eco Friendly Products, inculcate
an Interest in adopting the products and Eco Friendly Behaviour, Ignite the Desire to become Eco Friendly
and finally influence then to Act and become Eco Friendly.

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CONCLUSION:
Behaviour is the outcome of personality and perception triggered by motivation. Different factors motivate
different people in different ways. How they get motivated depends on the personality and character of the
individual. Purchase intent is not just a reaction to need but a result of motivation. What one buys, uses and
disposes is a result of one’s personality interaction with one’s environment. Demographics combined with
socio cultural characteristics architects ones purchase behaviour and consumption pattern. Consumers are
driven by the passion to consume once instigated by the need for satiation. Abraham Maslow’s need
hierarchy plays a dominant role , especially when the product of consumption is more of a speciality status.
Eco friendly products fall into the category of speciality products as they are produced with special intent
for consumers with special needs and are pricey. Common man in his daily struggle of meeting both ends
may not have the time nor the money for eco friendly products, leave alone having a thought for personal
hygiene and eco conservation. It is the sustainable, affluent class that mostly look for upper tier need
satisfaction and satiation comes only at that level. Eco friendly products are targeted at that segment which
can afford the price, as well as, has a status to bat for. Social consciousness develops only when lower level
needs are satiated and it is at this level that the individual feels responsible for his actions towards the
society and starts thinking of returning to the society. Eco preservation, conservation and restoration are
concepts one needs to understand in depth and digest. It needs lot of publicity and awareness building to
make the common man understand the nuances of the eco system and relate it to his consumption patterns.

References:
1. Impact of Purchasing Decisions on Eco friendly Products in fast moving consumer goods sector with special
reference to Calicut District, Kerala, Srithiya VN, Journal of Internet Banking and Commerce, ISSN: 1204-
5357.(2017)
2. Eco friendly Products, Attitude towards Pricing, Dipti Shankar Barge, et al., PMR Vol 13, No 2 Jul-Dec 2014 ISSN
2278- 0165, Pg 29-36.
3. A Study on Consumer Perception and Purchase Intention towards Eco friendly Products, Prabusankar
Rajagopalan, Asian Journal of Research in Social Sciences and Humanities, Vol.6, No.8 August 2016, PP 1794-
1802, ISSN 2249-7315.
4. A Study on Consumer Perception for Green Products: An Empirical Study from India, Dr. Sabita Mahapatra,
International Journal of Management & Information Technology, Vol 7,No 1, Nov 2013, ISSN: 2278-5612.
5. Green Behaviour of Indian Consumers, Vishnu Nath et al., IJRMEC, Vol 2, Issue 11, Nov 2012. ISSN: 2250-057X.
6. Influence of Consumer Perception of Green Products on Green Purchase Intention. Wilson Kong et al.,
International Journal of Asian Social Science, 2014, 4(8): 924-939.
7. Eco-Labeling and Ethics. Kristina Narkevitsj. Bachelor Thesis , Centria University of Applied Sciences, Degree
Programme in Business Management, Oct 2017.
8. Consumer Perception of Green Products . A survey of Karachi. Abdul Samad Sheikh et al., Journal of
Independant Studies and Research. MSSE. Vol 9, No 2, July 2011.
9. Consumer Attitude towards Green Marketing an Exploratory Study. Ravindra P. Saxena et al.,University of
Wollongong in Dubai-Papers 2008,
10. Impact of Green Product Label Standards on Consumer Behaviour: A systematic Review Analysis. Ihemezie et
al., International Journal of Academic Research in Business and Social Sciences,8(9) 666-684, ISSN: 2222-
6990.(October 2018)
11. A Study of Factors that Influence Green Purchase. Sandra Larson et al.,Master Thesis Submitted to Umea School
of Business and Economics . Oct 2012.
12. Consumer Choice and Motives for Eco Labelled Products in China: An Emperical Analysis Based on the Choice
Experiment. Quing Liu et al., Sustainability 2017, 9, 331: DOI: 3390/su9030331.
13. Measuring Consumer Understanding and Perception of Eco Labels: An Emperical Study to Develop
Measurement Scale. Khan MdRaziuddin Taifique et al., The 3 rd Annual PSU Phuket International Conference
2014, Prince of Songkla University, Phuket Campus. Nov 13-14, 2014. ISBN 978-616-271-223-4.
14. Impact of Eco Friendly Products on Consumer Behaviour. Ms. Preeti Seghal et al., CBS E-Journal, Biz n Bytes Vol
6, Dec 2010 , ISSN 0976-0458.
15. Consumer Perception of Eco Friendly Products . Sheik M.Issac. Walden Dissertations and Doctoral Studies
Collection, Walden University 2015
16. A Study on Consumer Behaviour Towards Purchase of Eco Friendly Products in Coimbatore. Dr. D.Geeta et al.,
Abhinav International Monthly Referred Journal of Research in management & Technology, Vol 3, Issue 3(
March 2014) Online ISSN 2320 – 0073.
17. Eco labelling- A Case for Deregulation?. Renate Gertz. Advance Access Publication Oct 19, 2005 Law,
Probability and Risk (2005) 4, 127-141. DOI: 10.1093/lpr/mgi010.
18. UNOPS 2009, A Guide to Environmental Labels- for Procurement Practitionersof the United Nations Systems.

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Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
19. The Use of Eco Labels: A Review of the Literature. Ibon Galarraga Gallartegui et al., European Environmnet, Eur
Env 12, 316-331(2002). DOI: 10.1002/eet.304.
20. Traceability the New Eco Label in the Slow Fashion Industry? Consumer Perceptiond and Micro Organizations
Responses. Claudia E. Henninger. Sustainability 2015, 6011-6032, DOI: 10.3390/su7056011. ISSN: 2071-1050.
21. How Eco Labelling Influences Environmentally Conscious Consumption of Construction Products. Marua
Rochikashvili et al., Sustainability 2018, 10, 351;DOI: 3390/su10020351.
22. Eco Labels as a Multidimensional Research Topic Trends and Opportunities. Venessa prieto- Sandoval et sl.,
Journal of Cleaner Production Nov. 2016, DOI: 10.1016/j.jclepro.2016.06.167.

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Mediation Of Emotional Intelligence In The Relationship Of Quality Of

Work Life And Organization Commitment Levels Of Employees’ In Select
IT Companies At Hyderabad-Using PROCESS MACRO

Joiceswarnalatha R1 & Dr.V.Murali Krishna2

1Research Scholar, Bharathiar school of Management and Entrepreneur Development, Bharathiar
university, Coimbatore, Tamilnadu, India-641046
2Department of Management studies, SITAMS, Chittor, Andhra Pradesh,
India

ABSTRACT: The IT sector is the largest contributing sector for the GDP of the nation. Many IT employees’ often
change their job locations and the IT companies also often go for retrenchments and downsizing. The main
purpose of this study is to explore mediation effect of emotional intelligence in between relationship of quality of
work life and organization commitment. The sample respondents were 463 IT professionals of Hyderabad. The
tools used were Correlation, Regression and Process Macro for testing the mediation effect. The regression
results of this study showed that quality of work life was positively significant with organization commitment of
employees’. the quality of work life was also positively significant with emotional intelligence of employees’.
Emotional intelligence was also found to be significantly associated with organization commitment levels. The
results of process macro showed that emotional intelligence levels were mediating in relationship of quality of
work life and organization commitment. The direct effect was found to be less than the indirect effect. The IT
companies should concentrate on enhancing the emotional intelligence levels of employees’ so as to increase
their organization commitment levels.
Keywords: Emotional intelligence, organization commitment, quality of work life

Introduction:
In the present scenario, there is continuous technological advancement and globalization of markets, in turn
which is pressurizing the organizations to perform better. In this cut throat competition are many numbers
of changes going on in the STEPIN factors. At this juncture the organization has to perform better by
enhancing the skills and abilities of their employees.
The organization should identify the new ways to improve the skills and abilities of the employees which in
turn leads to attainment of organizational goals.
When the point of happiness and success comes in life, Emotional intelligence plays a major role as
intellectual ability. Emotional intelligence helps in creating stronger relationships, leads to success in work
and drives towards the attainment of career and personal goals Emotionally intelligent people understand
this and try to manage them rather than emotions managing them. Success of the individual and
organization both are essential in the present context. Emotionally intelligent individuals in the organization
will help the organization to perform better. The success of every organization depends on its human
resources. The more committed employees contribute high for the attainment of the organizational
objectives. According to Allen & Meyer 1990, the employees who are strongly committed are least likely to
leave the organization. Organizational commitment was not much well-known conception till the 19th
century. It has been observed from single aspect perspective. From 2003 the concept organizational
commitment has added its popularity.
 Cohen (2003, p xi) states that “commitment is a force that binds an individual to a course of action
of relevance to one or more targets”.
 Miller (2003, p 73) also states that organizational commitment is “a state in which an employee
identifies with a particular organization and its goals, and wishes to maintain membership in the
organization”.
Review of Literature:
Mahmut (2011) conducted a study to analyze the relationship among Emotional intelligence,
organizational deviance, quality of work life and turnover intentions. The results indicated a significant

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relationship between internal and external factors. Emotional intelligence was having highly positive
influence on employees’ deviant behavior. Emotional intelligence was having significant and positive
influence on turnover intention.
Saeid (2012) studied the role of emotional intelligence in increasing quality of work life in school
principals. The findings of the study showed positive correlation between quality of work life and emotional
intelligence.
Coral (2013) studied relating emotional intelligence, quality of work life and job satisfaction: A study
among corporate employees. The results showed that there was a high correlation between emotional
intelligence, quality of work life and job satisfaction and that emotional intelligence was a strong predictor
of quality of work life and job satisfaction.
G.S.Indumathi & Dr.R.Thamil Selvan (2014) conducted the investigated on quality of work life and self
evaluation of performance. In their study, they conducted that quality of work life factors were not having a
strong impact on the performance of the employees of the IT companies. The regression value between
quality of work life and performance plays a major role in changing the way of the manger and employees to
act, react, respond and perform to enhance quality of work life.
John and Mohan (2014) conducted an empirical study on quality work life. They concluded that quality
work life is an internationally designed effort to bring about increased employee management co-operation
to jointly solve the problem of improving organization performance and employee satisfaction.
Chanjyot Kumar (2015) in his paper quality of work life: A Key to improve organizational performance
suggested that quality of work life creates awareness among the human resources of the successful
organization. The quality of work life intends to improve the human resources and uses the human
resources effectively, in enhancing the quality of products services, productivity & will decrease the cost of
production of per unit of output. Improved quality of work life will lead to improved performance.
Jyothirmayee (2015) studied quality of work life, employee commitment and organization citizenship
behavior. The study showed positive correlation among quality of work life, employee commitment and
organizational citizenship behavior where those behaviors motivated employees to show over duties and
contextual performance beyond the call of the study.
Mayan, Farnoosh and Ebrahimi (2016) had done a research on the study of relationship between
emotional intelligence and organizational commitment with job satisfaction of staff. The data analysis of this
study showed that there was a significant positive relationship between emotional intelligence and
organizational commitment with job satisfaction of staff.
Shafiq.M and Rana (2016) studied the relationship of emotional intelligence to organizational
commitment. The findings of the study revealed a significant relationship of emotional intelligence to
organizational commitment.

Research methodology:
The researcher used both primary data and secondary data for the present study. The primary data is used
in collecting the responses from the respondents and secondary data is used in finding the gaps in the past
studies and in collecting the information of industry profile. The primary data is collected by means of
structured questionnaire. The questions are designed by using the five point dimensional scaling (Likert
scale). The positive type of questions has 5 to 1 rating with the items of strongly agree to strongly disagree.
The negative type of questions has 1 to 5 rating with the items of strongly agree to strongly disagree. The
present study sampling frame is Telangana and the sample is selected from the region of Hyderabad. The
sample unit is IT professionals. The samples are selected on the basis of non –probability sampling since the
population size is infinite. Deliberate sampling is the sampling technique used. The questionnaire is divided
into two part first part is demographic profile of the respondents and second part of the questionnaire is
about the questions on the variables included in the study. The demographic profile includes gender, age,
designation, experience, qualification, marital status, working hours, shift system, distance travelled from
the home and number family members. The independent variable is quality of work life, dependent variable
is organizational commitment and mediating variable is emotional intelligence.
The research design is descriptive, exploratory and causal type of research designs. The descriptive is used
in collecting the responses of the employees’. Exploratory is used in review of literature and causal type is
used in drawing the mediation effect of emotional intelligence on the relationship of quality of work life and
organization commitment.
Since the population size is infinite, the sample size is chosen based on the Cochran’s formula. According to
the Cochran’s formula the minimum required sample size is 384. In the present study 700 questionnaires
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were distributed for the respondents and 543 were the questionnaire received from the respondents.
Among the received responses only 463 were suitable for the analysis.
The tools used for the analysis are descriptive statistics for the purpose of analyzing the demographic
profiles, t test and ANOVA for the significant mean differences in the demographic profiles and variables in
the study, Regression is used for finding the magnitude and association between the variables, Process
Macro Plugin is used to test the mediation effect of mediating variable.

Objectives of the study: The following are the objectives of the study.
 To study the organizational commitment levels of the employees’.
 To study the Quality of work life of the employees’.
 To study the emotional intelligence levels of the employees’.
 To find the mediation effect of emotional intelligence in the relationship of Quality of work life and
organization commitment.
Hypotheses of the study: The following hypotheses are framed for the analysis:
 H01 : There is no significant association between quality of work life and organization commitment
 H02 : There is no significant association between quality of work life and emotional intelligence
 H03: There is no significant association between emotional intelligence and organization
commitment
 H04: There is no significant mediation of emotional intelligence in the relationship of quality of work
life and organization commitment.

Statement of the problem: The IT sector is the largest contributing sector for the GDP of the nation. Many
IT employees’ often change their job locations and the IT companies also often go for retrenchments and
downsizing. Here rise the following questions:
 Are the IT employees’ satisfied with their jobs?
 Why do they often shift from one organization to other?
 Why do the IT companies often go for retrenchments?
The above questions are the statement of the problem for the present study.
Conceptual frame work of the study:
In the below figure 1 it is evident that organizational commitment is the dependent variable and quality of
work life is the independent variable. Emotional intelligence is the mediating variable.

Figure1.1: conceptual frame work

Data Analysis and Interpretation

The collected data is entered into the SPSS software for analysis. For feeding the data into
software, data is edited and coded. Demographic variables are analyzed initially. This is done with
descriptive statistics.
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Table 1: Descriptive statistics
Demographic variable No. of respondents Percentage

Gender

Male 266 57.5

Female 197 42.5

Age

21-30 364 78.6

31-40 95 20.5

41-50 2 0.4

Above 50 2 0.4

Education

UG 213 46.0

PG 248 53.6

Others 2 0.4

Experience

0-1 55 11.9

2-5 295 63.7

6-10 83 17.9

11-15 24 5.2

Above 15 6 1.3

Marital status

Married 255 55.1

Unmarried 203 43.8

Others 5 1.1

Family members

2 25 5.4

3 64 13.8

4 119 25.7

5 178 38.4

6 and above 77 16.6

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Working hours

0-6 10 2.2

7-8 6 3.5

9-10 410 88.6

10-12 27 5.8

Distance travelled

1-5 66 14.3

6-10 99 21.4

11-15 187 40.4

16-20 45 9.7

Above 20 66 14.3

Shift system

Day 277 59.8

Night 145 31.3

Others 41 8.9

The above table 1 infers information regarding demographic variables. Before the application of regression,
the three variables are tested for correlation among them by applying Pearson correlation analysis.
Table 2: Correlation analysis
Correlations
Variables in Study Quality of Organization Emotional
work life commitment Intelligence
Pearson
Quality of work 1 .721** .699**
Correlation
life
Sig. (2-tailed) .000 .000
Pearson
Organization 1 .673**
Correlation
commitment
Sig. (2-tailed) .000
Pearson
Emotional
Correlation 1
intelligence
Sig. (2-tailed)
**. Correlation is significant at the 0.01
level (2-tailed).

The above table 2 shows results of pearson correlation analysis. Correlation is done among three variables
quality of work life, organization commitment and emotional intelligence. Quality of work life and
organization commitment correlation coefficient was 0.721, which means that 72.1% of positive
relationship exists between quality of work life and organization commitment. Quality of work life and
emotional intelligence correlation coefficient was 0.699, which means that 69.9% of positive relationship is
in between two variables. The correlation coefficient of organization commitment and emotional

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intelligence is 0.673, which means that 67.3% of positive relationship is in between two variables. From the
above result it is very clear that correlation among three variables is significant at 0.01 level of significant.

TESTING OF HYPOTHESIS:
H01 : There is no significant association between quality of work life and organization commitment
For testing of above hypothesis, linear regression is used. In this quality of work life is independent
variable and organizational commitment is dependent variable. The regression result is given in the
following table 3.
Table 3: Regression analysis
Unstandardized Standardized
ANOVA
Coefficients Coefficients R
Variable t P R
Std. square
B Beta F P
Error

(Constant) 8.541 0.979 8.722 0.000

0.612 276.681 0.000 0.612 0.375
Quality of
3.907 0.235 16.634 0.000
work life

It is evident from the above table 3 that r square value is 0.375, which means that 37.5% of
organizational commitment is being influenced by quality of work life. The P value is 0.000 which is less
than 0.05. Hence, null hypothesis is rejected. Therefore it can be concluded that there is significant effect of
quality of work life on organizational commitment. The coefficient is 3.907 which indicate that
organizational commitment increases by 3.907 times for every single unit of increase in quality of work life.
The linear regression equation from the above analysis is given below:

Organizational commitment = 3.907(Quality of work life) + 8.541

H02 : There is no significant association between quality of work life and emotional intelligence
The above hypothesis is tested by using linear regression. Dependent variable is emotional intelligence and
independent variable is quality of work life. The result is tabulated in the below table 4.
Table 4: Regression analysis
Unstandardized Standardized
ANOVA
Coefficients Coefficients R
Variable t P R
Std. square
B Beta F P
Error

(Constant) 2.018 0.105 19.279 0.000

0.698 437.026 0.000 0.698 0.487
Quality of
0.525 0.025 20.905 0.000
work life

It is clear from the above table 4 that r square value is 0.487, which mean that 48.7% of emotional
intelligence is being influenced by quality of work life. The p value is 0.000 which is less than 0.05 at 5%
level of significance. This indicates that null hypothesis is to be rejected. Therefore it can be concluded that
there is significant effect of quality of work life on emotional intelligence. The coefficient is 0.525 which
indicate that emotional intelligence increases by 0.525 times for every one unit of increase in quality of
work life. The linear regression equation is
Emotional intelligence = 0.525 (quality of work life) + 2.018

H03: There is no significant association between emotional intelligence and organization commitment
This hypothesis is being tested by means of linear regression. In this the emotional intelligence is
independent variable and organizational commitment is dependent variable. The results of linear regression
are tabulated in the table 5
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The results of regression analysis show that r square value is 0.365. This means that 36.5% of organizational
commitment is being influenced by emotional intelligence. the coefficient is 5.125 which mean that
organizational commitment increases by 5.125 times for every one unit increase of emotional intelligence.
The p value is 0.000 which is less than 0.05 at 5% level of significance. Hence the null hypothesis is to be
rejected. Therefore it can be concluded that there is significant effect of emotional intelligence on
organizational commitment levels of the employees’.
Table 5 : Regression analysis
Unstandardized Standardized
ANOVA
Coefficients Coefficients R
Variable t P R
Std. square
B Beta F P
Error

(Constant) 3.215 1.324 2.428 0.016

0.604 265.203 0.000 0.604 0.365
Emotional
5.125 0.315 16.285 0.000
intelligence

H04: There is no significant mediation of emotional intelligence in the relationship of quality of work life
and organization commitment.
This hypothesis is tested by using PROCESS MACRO. This is a plugin in linear regression which is used for
measuring mediation effect. It is developed by Andrew F Hayes. In this hypothesis emotional intelligence is
mediating variable, quality of work life is independent variable and organization commitment is dependent
variable.

Table 6: Process Macro Anlaysis

Model Variables R– coefficients t-value p-value LL UL
Square
quality of work life constant 39.9032 20.2191 0.000 36.0249 43.7814
organization commitment Quality of 0.4233 2.8388 18.3935 0.000 2.5355 3.14210
work life

quality of work life Constant 0.5551 0.7310 0.4652 -0.9372 2.0473

Emotionalintellignce Quality of 0.3773 0.2966 5.2108 0.0000 0.1848 0.4085
Organization commitment work life
Emotional 0.1114 8.5423 0.0000 0.0858 0.1371
intelligence

Table 7: DIRECT AND INDIRECT EFFECTS

Direct effect of emotional intelligence on job satisfaction
Direct Effect LL UL
0.2966 0.1848 0.4085
Indirect effect of emotional intelligence on job satisfaction
Indirect Effect LL UL
0.3164 0.2316 0.4081

In the table 6, r square value in relationship of quality of work life and organization commitment is 0.4233
and after introducing the mediating variable emotional intelligence the r square value has reduced to
0.3733. the change in r square value indicates that there is mediation effect of emotional intelligence. the p
value is 0.000 which is less than 0.05 at 5% level of significance. Hence the null hypothesis is to be rejected.
Therefore it is concluded that there is significant mediation of emotional intelligence in between the
relationship of quality of work life and organization commitment. The lower limit and upper limit does not
include the value of zero and p value has not changed indicate there is partial mediation effect.
Table 7 shows the direct and indirect effects. The direct effect is 0.2966 and indirect effect is 0.3164 which is
greater than direct. The lower and upper limits do not include the value of zero. Hence it is said that there
exists mediation effect and effect is partial.
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
FINIDINGS:
The major findings of present study were:
 Organization commitment levels of IT professionals seem to be influenced by quality of work life.
 Emotional intelligence was influencing organizational commitment levels of employees’.
 Emotional intelligence was found to be partially mediating between quality of work life and
organization commitment.

SUGGESTIONS:
 Emotional intelligence should be incorporated in the selection process and training and
development
As the study says that Emotional intelligence has moderate influence on organizational commitment and
quality of work life, it has to be incorporated in the selection process and training
 Emotional intelligence should be incorporated in the performance management of the
organizations.

There are many studies like Jorfi et al (2010) which showed that emotional intelligence levels of the
employees have impact on the employee performance. The studies showed that high emotional intelligence
levels leads to high performance. Therefore it is suggestible that emotional intelligence to be incorporated in
the performance management.
By the above mentioned system, the employees’ emotional intelligence levels can be evaluated and further
the lagging employees’ in emotional intelligence can be further recommended to the training and
development for further enhancement.

CONCLUSION:
The present study is on IT professionals. The study showed the mediating role of Emotional intelligence in
between quality of work life and organization commitment. The study also reveals the significance of
emotional intelligence for an employee working in the organizations. It also speaks the impact of emotional
intelligence on organization commitment. Hence the organizations should incorporate emotional
intelligence in the process of recruitment, training and development and performance management; with
this the organization commitment levels can be enhanced.

REFERNCES:
1. Demir, M. (2011), The analysis of the relationship among emotional intelligence, organizational deviance,
quality of work life and turnover intentions in hospitality business. Doctoral dissertation summary. European
Journal of Tourism Research 4(2), pp. 214-216
2. G.S.Indhumathi and Dr.R.Thamil Selvan,(2014), Quality of Work Life and Self Evaluation of Performance:
Parameters at Work Place, International Journal of Research in Commerce & Management, Volume No. 5
(2014), Issue No. 01 (January)
3. John, F. (n.d.). An Empirical Study on Quality of Work Life : in RANE ( Madras ) Ltd ., 4–12.
4. Chanjyot Kumar,(2015), Quality of Work Life: A Key to Improve Organizational Performance, 1784
International Journal in Management and Social Science Vol.03 Issue-04, (April, 2015)
5. Jyothirmayee, (2015), Quality Of Work Life, Employee Commitment And Organization Citizenship Behavior (A
Study Of IT Professionals In Odisha), Journal of Commerce & Management Thought, Vol. 6-4, pp 656-668
6. Mohammadian, M. (2016). Study of Relationship between Emotional Intelligence and Organizational
Commitment with Job Satisfaction of Staff of Ebne Sina Hospital by Using the NEO Personality Inventory, 3(3).
7. Shafiq, M., & Rana, A. R. (2016). Relationship of emotional intelligence to organizational commitment of college
teachers in Pakistan. Eurasian Journal of Educational Research, 62, 1-14
http://dx.doi.org/10.14689/ejer.2016.62.1
8. Manhas, C. (2013). Relating Emotional Intelligence , Quality of Work Life and Job Satisfaction : A Study among
Corporate Employees, 2(April), 107–121.
9. Farahbakhsh, S. (2012). The role of emotional intelligence in increasing quality of work life in school
principals, 46, 31–35. https://doi.org/10.1016/j.sbspro.2012.05.062

Special Issue IJRAR- International Journal of Research and Analytical Reviews 27

UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ (NCEABM-2019)

Sustainability Management through Supply Chain Strategies and

Practices

Dr. Malini T N & Dr. Shilpa Ajay

Associate Professors, Department of Management studies, Nitte Meenakshi Institute of Technology
Bangalore – 64

ABSTRACT: Sustainability Management is a practice of managing the industrial impact on the environment,
society and economy. The industrial growth across the globe created the prominence for Sustainability
management. Wide spread of the industries has instigated for excess resource utilization leading to resource
scarcity. Even to match the rising demand for consumption the companies enhanced their production capacity
by adversely damaging the environment. Now the organizations worldwide attempting to reduce the carbon
footprint, decrease climate and environmental risk, at the same time enhance resilience by incorporating
sustainability measures through their functional areas. Over a period of time companies achieved sustainability
through supply chain. As a part of proactive measure, companies adopted some of the strategies and the
practices aiming for sustainability. Green supply chain is one such incitation. The objective of the paper is to
through light on those incitation and best practices followed by the companies in the area of Supply chain. This
research paper highlights on the sustainability management, achieving sustainability through supply chain
processes like procurement, operations, warehouse and distribution, Use and maintenance of the product,
disposal or recycle or reuse, reverse supply chain. The research paper even emphasizes on the company’s
successful strategies and practices followed for achieving sustainable development.

Keywords: Procurement, ware house, Recycle, Sustainability, Supply chain management.

Introduction:
Sustainability is the contemporary issue in the world, as it is not only influencing over the
environment but also to the society and economy. As per the UN report the world population predicted to be
8.5 billion by 2030 over 7.6 billion in 2015. It has been predicted that the rapid population growth would be
in the south like Latin America, Africa and Asia. The degree of consumption is goings to differ between south
and north along with education standard, health status and the social conditions. The population pressure
results in the insufficient resource. Lack of resource management will lead to resource shortage. It has been
predicted that by 2025 the global energy consumption is going to increase by 40%. The most commonly
used commercial energies like fossil fuel, hydropower, nuclear power and biomass fuel are expected to be
deficit. These issues instigate towards sustainability. Government and enterprises have come out with
various initiation for the sustainable development. Sustainability can be successfully adopted through the
supply chain management function.
Sustainable supply chain the holistic process which address on the environmental, Social and
economic issues. The objective of the sustainable supply chain management is to create, protect and develop
the long term environmental, social and economic value for all the stake holders. The major issues and
challenges faced by sustainable supply chain management are waste management, minimizing carbon
footprint and emission, pollution control, deforestation and labor management. With the adoption of
sustainable supply chain management practices, organization will receive the benefits like increased brand
image, customer satisfaction, retaining stakeholder’s interest and reduced adverse impact on the society and
environment. Enterprises supply chain practices have given successful results in managing and improving
the environmental, societal and the economical performances.

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Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
Achieving sustainability through Supply chain functions:

1. Sustainable Procurement:
Procuring the raw material, goods and services for the business purpose, which are Eco friendly in
nature and in an ethical manner is called as sustainable procurement. Often it is the first initiation taken by
any organization to integrate the environmental issues into their management processes. To provide the
economical and to hold long term benefit to the stake holders, sustainable developmental practices are
highly beneficial to the enterprises. Increaseing pressure from the stake holders like customers, vendors,
government and the society, made the organizations both public as well as private sectors, to adopt
sustainable procurement practices. As per the UPS Industrial Buying dynamic survey millennials (38%) as a
procurement professional are handling the industrial procurement process compared to the Gen Xers(33%)
and boomers(29%). As Millenials are more concerned about the green procurement, venders are been
shared with the green procurement values and demanding for sustainable supply.
Deforestation is one of the raising concerns for the world. The food and beverages giant Nestle has achieved
77% of its zero deforestation targets after monitoring over the palm oil suppliers, which was one of the
reason for deforestation. From past a d`ecade company has closely worked with its suppliers and partners it
explore the risk of deforestation. Nestle has done this by utilizing the tools like supply chain mapping, on
ground verification and satellite imaginary from starling (which is used to check for deforestation in
pulp and paper suppliers). Nestle’s practice had become a bench marking in the industry.
A study results are given below which indicates the attributes to sustainable procurement:
Sl. No. Attributes
1 Improved brand Reputation 76%
2 Stronger, more reliable and long lasting supplier relationship 55%
3 Improved ranking in green financial indices 48%
4 Cost saving 28%
5 Decrease in supply chain disruption 25%
6 More innovative, sustainable product or services that results in increased in sales 23%
7 Improved supply chain metric including inventory management, on 18%
time delivery, realized savings.
8 Improvement in procurement department talent retention and acquisition. 16%

Some of the key practices leading to sustainable Procurement:

 Focus on the sustainable supply, product and the process, rather than on sustainable suppliers.
 Adopting sustainable procurement as the competitive advantage. Align sustainable procurement
with business strategies.
 Value creation and value sharing: organizations spreading their value system of sustainable
development to all the stake holders especially to their suppliers.
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 Companies support and encourage the vendors who are practicing the sustainability.
 Company’s sustainable procurement policies and procedures are been showcased through their
CSR code of conduct.
2. Sustainable Production/ Operation :
Sustainable production is the process of producing a product or delivering a service through non
polluting system. This is one of the great initiation by manufacturing industries towards the sustainable
development especially towards environment and human life.
2.1. Quality material and machinery:
Procure proper quality raw materials which support the smooth production and operation, rather
than creating a high friction and energy utilization which strains the manufacturing equipment and the
procedures. Inefficient machineries will consume more energy than it requires. Sustainable manufacturing
emphasizes on the effective utilization and maintenance of the manufacturing machineries which aids in
extended lifespan of the equipments and avoids costly maintenance and replacement of machineries.
2.2. Green Factory:
The infrastructure of the factory presents the cost effectiveness, methods to reduce the waste and
assist for the sustainability. Green roof or living roof adoption in the factory can minimize the temperature;
conserves reduce noise and air pollution. Minimize the production waste by adopting best suitable method
of waste management, reusing the products or through recycling of the waste. Efficient inventory
management system is one of the essential process in supply chain. Overlooked or over stocking of raw
materials may lead to waste of space, energy and key resources. Adopting smart thermostats to control the
temperature in the production zone and more use of LED lightings for the effective power consumption is
advisable. Even use of motion sensors at the required area in the organization will help to manage the
energy efficiency. The sensors can even monitor the room occupancy, gas and water along with the lighting.
2.3. Lean Manufacturing:
Lean manufacturing focuses on the reducing the waste with in the manufacturing system and
increase the production. This philosophy gained its prominence with Toyota production system (TPS). The
five principles of lean manufacturing includes, identify the value from the customer’s perspective, map the
value system, create a flow, establish the pull system, pursue perfection with continual process
improvement or kaizen. Lean manufacturing highlights on seven wastes, which are Unnecessary
transportation, Excess inventory, Unnecessary movement of the people, equipment or machinery, idle
waiting of people or machine, over production, process or putting more time into a product than a customer
needs, defects which requires efforts and cost for correction. Recently TPS and many lean practitioners add
s 8th waste to the list which is waste of unused talent and ingenuity. These lean manufacturing system
contributed for the sustainable development.
2.4. Green jobs:
Creation of more green jobs from engineers to design processes and machines has become one
of the grate initiation towards sustainability. Waste reduction and efficiency is one of the main
responsibilities of these jobs. Sustainable managers and experts will always exist to advice the
manufacturers to go green with their practices. According to the international labour organization(ILO),
involvement of government, employers and labour force as an active agents can build a green organization,
better workplace practices and labour market. These initiations and efforts create employment
opportunities, enhance resources efficiently and can build low carbon sustainable society.
3. Sustainable Warehousing:
Sustainable warehousing is integrating, balancing and managing the economic, environmental and
social inputs and outputs of the warehouse functions. Sustainable ware house management is more
challenging for an organization when the ware house operation was handed over to 3 rd party. Ware house
management primarily focuses on cost reduction and to satisfy the customer. Company’s value system
towards sustainable development has instigated for the sustainable warehouse management practices.
Raising warehousing impact on the environment has made the companies to follow some of the sustainable
ware house management practices.
3.1. Locations:
Location has the greatest impact on the sustainability. When warehouse or Distribution center’s
(DC) location are close to the production, not only the trucks will be travelling in the shorter distance but
also employees will reach the work place conveniently with the aid of public transport. This minimizes in
minimizing the transportation. If the warehouse or DC are situated in an industrial area, it provides well
established infrastructure like water, road connectivity along with power and utility line.
30 IJRAR- International Journal of Research and Analytical Reviews Special Issue
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
3.2. Lighting :
Ware houses and DCs consume high energy resources. To minimize the energy consumption
adoption of daylight tubes or solar tube is one of the effective solution. Day light tubes or solar tube skylight
can provide the natural light as traditional skylight without heat loss in the winter or excess light in the
summer. It provides diffuse and indirect natural light, and they look like a common lighting fixture. This is
cost effective, environmental friendly, saves energy and safe to use. LEDs bulbs are one of the alternative
solutions.
3.3. Building material:
Insulation helps to save the energy and provides comfort to the laborers. Fixing of the fans to
control the temperature according to the requirement is common. The warehouse managers can inspect the
warehouse doors, walls and roof with the help of thermo graphic inspection for the possible improvements.
Cool roofs facilitate in decreasing the temperature in a natural way by avoiding artificial mode of
temperature control which consumes energy. Cool roofs can be created by using light colored reflective
material or white paint. Roofs can hold solar energy panels.
3.4. Water usage:
Efficient water usage, rain water harvesting, plumbing fixtures and sensors can help towards the
sustainability at warehousing. Water can be recycled in the factory for the alternative use.
3.5. Electric forklifts.:
Electric forklifts facilitate the employees in easy and safety material handling at the ware house
zone. It eliminates the consumption of gas or oil. Electric forklifts needs to be plugged before and after
operation. One of the best way for material handling in the warehouse area.
4. Sustainable Distribution:
Sustainable distribution refers to the process of distributing the materials from venders to
purchaser with minimum impact on the environment and society. The sustainable distribution process
includes storage, picking, packaging, efficient vehicle utilization and last mile delivery.
4.1. Green Transportation: Green transportation has set the pace for managing the speed of the vehicles.
More electric vehicles are encouraged especially for the shorter delivery period and for covering the longer
distance deliveries, cost effective modes have been adopted. EV are energy efficient and does not rely on the
fossil fuel that damages the environment. Eco tiers are been used for the vehicles, which can help to save on
fuel as well as enhance the life of the tires. Fuel additive can be adopted in the vehicle to improve the
mileage and performance.
4.2. Green packaging: Green packaging is a packaging process by utilizing bio degradable and energy
efficient manufacturing method to pack the goods. Government is encouraging the companies through
providing points, tax breaks etc… to reduce the carbon foot prints. Even the consumers (85%) wants the
packaging which is recyclable and reusable. A few green packaging material used by the companies are bio
degradable plastics, plant based plastics, recycled products, post consumer recycled polyethylene bags
made from the recycled waste, recycled molded packaging for eggs.
4.3. Customer delivery: companies have identified the shipment mode as drone delivery alternative
to the gasoline or diesel or power trucks. Along with this mode even some of the companies are taking the
initiation of using the hybrid electric trucks for the customer order delivery. These facilitate in one day
delivery and one hour delivery. One package per stop delivery has greater impact on the environment. It
maximizes to deliver as many packages using limited resources.
Conclusion: Sustainability management can be achieved with the support of enterprises. Sustainable
development can happen when all the functional areas of the enterprises perform the in the direction of
sustainability. Supply chain practices contribute to the sustainability development. With the effective
sustainable procurement, operations, warehousing and transportation practices can control the damages
caused by the enterprises towards the environment, society and the economy. Innovative practices,
awareness and ethical consciousness makes the organization to be more green at approach. Some of the
leading companies in diversified industries are developing and practicing the system which are
environmental friendly and contributes the development of the society.

Reference:
1. Stefan seuring, joseph sarkis, martin miller, Purba Rao,(2008) “Sustainability and supply chain management –
An introduction to the special issue”, Journal of Cleaner production, Volume 16, Issue 15, October 2008, Pages
1545-1551

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UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
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2. Stefan Seuring, (2014) "Putting sustainability into supply chain management", Supply Chain Management: An
International Journal, Vol. 19 Issue: 3, pp.322-331
3. Mike Leat, Melanie Hudson Smith, (2012) "Making connections: a review of supply chain management and
sustainability literature", Supply Chain Management: An International Journal, Vol. 17 Issue: 5, pp.497-516.
4. Salwa Hanim Abdul-Rashid, Novita Sakundarini, RajaAriffin Raja Ghazilla, Ramayah Thurasamy “The impact of
sustainable manufacturing practices on sustainability performance” International Journal of Operations &
Production Managemen, ISSN: 0144-3577.
5. Kah-Shien Tan , M. Daud Ahmed and David Sundaram, “Sustainable Warehouse Management”, Proceedings of
EOMAS 2009.
6. Maina Samuel Kariuki , Josphat Witaba Kwasira, “ Analysis of the Key Drivers of Sustainable Procurement in
Public Organizations in Kenya A Case of Kengen Olkaria Geothermal Station Naivasha” International Journal of
Science and Research (IJSR), volume 3, Issues 10 october 2014, 24-36.
7. Alan Mckinnon , “ Sustainable Distribution: Opportunities to Improve Vehicle Loading” UNEP Industry and
Environment October- 2000,Pg. 26-30.
8. Nicole Darnall, Jason Jolley, Rober Handfield, “Environmental management systems and green supply chain
management: complements for sustainability?”, Business strategy and the environment, October - 2006

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Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026

ASSESMENT OF CSR PRACTICES OF SELECTED CEMENT COMPANIES OF

GUJARAT

Chintan V. Chavda1 & Dr. Yagnesh M. Dalvadi2

1AssistantProfessor, St. Stephen Institute of Business Management & Technology, Anand-388001
Gujarat, India
2Professor Department of Business Studies, Sardar Patel University, Vallabh Vidyanagar-388120

Gujarat, India

ABSTRACT: Now a day’s CSR plays vital role for improving the performance of the companies. Consumers are
not only interested in company’s services and products, but they are also interested in how much contribution
done by the companies for the development of the society. Corporate Social Responsibilities is most important
part of corporate sector. Before 2013 it was not compulsory but after 2013 it is mandatory for the corporate
sector. CSR is a kind of social business model that assists the company for increasing trust among stakeholder
and society. It creates positive impact on profitability of the company. The present research is carried out to
analyse CSR practices done by selected Cement Companies of Gujarat. The study shows that Cement Companies
are active in CSR spending. In post mandatory period all the selected Cement Companies working positively in
performing social responsibility.

Keywords: Corporate Social Responsibility, Cement Companies of Gujarat

INTRODUCTION
India is a country having long rich history of close business involvement in social causes for development of
nation. All such charitable acts are now termed as activities undertaken to discharge a company’s corporate
social responsibility (CSR). In India, CSR is known from ancient time as social duty or charity, which through
different ages is changing its nature in broader aspect. Companies Act 2013 has blended voluntary actions of
the companies with a mandatory requirement, now known as CSR. Generally CSR refers to transparent
business practices that are based on ethical values, compliance with legal requirements, and respect for
people, communities, and the environment.
PROVISION OF CSR AS PER COMPANIES ACT, 2013
With effect from 1st April 2014, India’s new Companies Act 2013 has made it mandatory for every
companies, private limited or public limited, which either has a net worth of Rs. 500 crore or a turnover of
Rs. 1,000 crore or net profit of Rs. 5 crore, needs to spend at least 2% of its average net profit for the
immediately preceding three financial years on corporate social responsibility activities. The CSR activities
should not be undertaken in the normal course of business and must be with respect to any of the activities
mentioned in schedule VII of the 2013 Act. Contribution to any political party is not considered to be a CSR
activity as well as activities carried out only in India would be considered for computing CSR expenditure.
OBJECTIVE OF THE STUDY
The primary objective of the study is to study CSR practices by selected Cement Companies of Gujarat.

RESEARCH METHODOLOGY OF THE STUDY

The present study is analytical in nature. The study is based on secondary data only. The data is collected
from annual reports and website of selected Cement Companies. The period of the study is from the year
2012 to 2017. Non probability convenient sampling technique used for selection of sample Companies. After
collecting data of selected Cement Companies of Gujarat, we have applied percentage for data analysis and
for the testing of hypothesis we have used Pearson Liner Correlation, Spearman’s Correlation and
Independent T-test as per the requirement using SPSS 22 (Demo Version).

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DATA ANALYSIS
CSR Practices by Selected Cement Companies of Gujarat
Table No. 1 Year Wise Total CSR Spent by Selected Cement Companies of Gujarat
(Rs. In Cr.)
Year
Name of Cement Company Total
2012 2013 2014 2015 2016 2017
Ambuja Cement Company Ltd. 39.08 52.57 38.4 40.98 59.37 NA 230.40
JK Laxmi Cement Ltd. NA 0 0 3.3644 3.1214 1.4475 7.9333
Ultratech Cement Ltd. NA 58.39 48.56 44.46 50.89 54.15 256.45
Jay Prakash Associates Ltd. NA 28.82 65.31 13.47 7.43 2.12 117.15
Saurastra Cement Ltd. NA 0 0 0 0.2248 0.9166 1.1414
Gujarat Sidhee Cement Ltd. NA 0 0 0 0.2998 0 0.2998
Chart No. 1 Year Wise CSR Spent by Selected Cement Companies of Gujarat

The above table and chart no. 1 represents year wise CSR spent by selected Cement Companies of Gujarat.
Here, we can say that Jk Laxmi Cement Ltd. spent highest amount i.e. Rs. 7.9333 Cr. during the study period.
Ultratech Cement Ltd. spent Rs. 256.45 Cr. and Ambuja Cement Company Ltd. had spent Rs. 230.40 Cr.
during the study period. Here, we can conclude that Gujarat Sidhee Cement Ltd. spent lowest amount for it
because as per reported net profit is negative for 2013-14 to 2016-17, so, Provision of mandatory CSR may
not be applicable to Gujarat Sidhee Cement Ltd. in that case.
Table No. 2 CSR Practices by Ambuja Cement Ltd. (Rs. in Cr.)
Sr. Dec- Dec- Dec- Dec- Dec-
Area/ Sector Average
No. 12 13 14 15 16
1 Education Development 9.30 16.86 3.36 7.73 29.39 13.33
2 Water Resource Development 6.99 5.60 7.53 14.14 15.82 10.02
3 Health Development 3.25 4.67 2.67 0.00 0.00 2.12
Livelihood
4 3.10 4.23 11.88 0.00 0.00 3.82
(Agro Based & Skill Based Activities)
5 Women Empowerment 0.39 0.75 0.66 1.39 0.91 0.82
Infrastructure Development/
6 8.39 9.53 8.09 8.01 5.51 7.91
Rural Infrastructure Development
7 Establishment Activities 4.53 7.18 0.00 0.00 0.00 2.34
8 Donation & Other Mis. Activities 3.13 3.75 0.00 0.37 0.00 1.45
9 Non-Conventional Energy 0.00 0.00 0.02 7.77 6.74 2.91
34 IJRAR- International Journal of Research and Analytical Reviews Special Issue
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
10 Sports Development 0.00 0.00 0.27 0.01 0.00 0.06
11 Overheads 0.00 0.00 3.92 1.56 1.00 1.30
Total 39.08 52.57 38.40 40.98 59.37 46.06
(Source: Annual Reports of Ambuja Cement Ltd.)
The above table no. 2 shows CSR practices done by the Ambuja Cement Ltd. during the year December 2012
to December 2016. From the above table we can say that company had spent highest amount for Education
Development i.e. Rs. 9.30, 16.86, 3.36, 7.73 and 29.39 Cr., for Water Resource Development Rs. 6.99, 5.60,
7.53, 14.14 and 15.82 Cr. during the period of December 2012 to December 2016. Also we can say that
company had spent lowest amount for Sports Development and Women Empowerment during the period of
the study. From the above table we can conclude that company had focused more on Education
Development, Water Resource Development, and Infrastructure Development/Rural Infrastructure
Development under various CSR activities.
Table No. 3 CSR Practices by JK Lakshmi Cement Ltd. (Rs. in Cr.)
Sr. Mar- Mar- Mar- Mar- Mar-
Area/ Sector Average
No. 13 14 15 16 17
Eradicating Hunger Poverty &
Malnutrition, Promoting Preventive Health
1 0.0 0.0 1.0529 1.5122 0.6261 0.63824
Care And Sanitation & Making Available
Safe Drinking Water
2 Promoting Education 0.0 0.0 1.396 0.7874 0.5938 0.55544
3 Environment Protection & Plantation 0.0 0.0 0.0345 0.0748 0.0545 0.03276
4 Rural Development Projects 0.0 0.0 0.4271 0.287 0.0766 0.15814
5 Promoting Sports & Games Activities 0.0 0.0 0.0207 0.0736 0.01 0.02086
6 Animal Welfare 0.0 0.0 0.0651 0.265 0.0676 0.07954
Contribution to the Prime Minister’s
7 0.0 0.0 0.294 0.00 0.00 0.0588
National Relief Fund or any other fund
Promoting Gender Equality, Empowering
8 0.0 0.0 0.0104 0.0032 0.00 0.00272
Women
Other CSR Activities in Marketing Zones
9 0.0 0.0 0.0637 0.118 0.0165 0.03964
etc.
10 Public Library Facilities in Rural Areas 0.0 0.0 0.00 0.0002 0.0024 0.00052

Total 0.0 0.0 3.3644 3.1214 1.4475 1.58666

(Source: Annual Reports of JK Lakshmi Cement Ltd.)

The above table no. 3 represents CSR practices done by the JK Lakshmi Cement Ltd. during the year March
2013 to March 2017. During the 2013 and 2014 company did not spent any amount for CSR practices,
company actually started it from the year 2015. Here, we can say that highest amount spent by the Jk
Lakshmi cement company for Eradicating Hunger Poverty & Malnutrition, Promoting Preventive Health
Care and Sanitation & Making Available Safe Drinking Water i.e. Rs. 1.0529, 1.5122 and 0.6261 Cr. during
the year 2015 to 2017, followed by Education Sector i.e. 1.396, 0.7874 and 0.5938 Cr. during the year 2014
to 2016. Lowest amount spent by the company for Public Library Facilities in Rural Areas i.e. only Rs. 0.0002
and 0.0024 Cr. in the year 2016 & 2017. Here, we can conclude that majority of the CSR practice done by the
JK Lakshmi Cement Ltd. in the areas like education, sanitation, poverty and drinking water which are the
basics things for live better life.
Table No. 4 CSR Practices by Ultratech Cement Ltd. (Rs. in Cr.)
Sr.
Area/ Sector Mar-13 Mar-14 Mar-15 Mar-16 Mar-17 Average
No.
1 Education 19.52 14.56 12.86 12.1 17.96 15.40
2 Health 9.4 11.72 9.76 14.56 9.99 11.09
3 Environment and Livelihood 6.48 2.56 3.58 2.45 2.10 3.43
4 Rural Development Projects 16.76 14.66 13.53 13.7 16.66 15.06
5 Social Empowerment 2.26 2.05 1.32 1.64 2.17 1.89
6 Protection of Heritage, Art and Culture 2.41 1.69 0.63 3.41 2.27 2.08

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7 Overheads 1.56 1.32 2.78 3.03 3.00 2.34
Total 58.39 48.56 44.46 50.89 54.15 51.29
(Source: Annual Reports of Ultratech Cement Ltd.)

The above table number 4 displays CSR Practices done by Ultratech Cement Ltd. during the year March 2013
to March 2017. From the above table we can say that Company has spent highest amount for the Education
Sector i.e. Rs. 19.52, 14.56, 12.86, 12.1 and 17.96, Cr. followed by for Rural Developments Projects i.e. Rs.
16.76, 14.66, 13.53, 13.7 and 16.66 Cr. during the year 2013 to 2017. Company has spent Rs. 9.4, 11.72, 9.76,
14.56 and 9.99 Cr. for health sector. Company has spent lowest amount for Social Empowerment i.e. Rs.
2.26, 2.05, 1.32, 1.64 and 2.17 cr. during the year 2013 to 2017. Hence, we can conclude that company has
focused more on education, rural development and health sectors as compared to other sectors.
Table No. 5 CSR Practices by Jayprakash Associates Cement Ltd. (Rs. in Cr)
Sr. No. Area/ Sector Mar-13 Mar-14 Mar-15 Mar-16 Mar-17 Average
1 Healthcare 4.32 9.75 1.42 0.00 0.00 0.28
2 Education 23.06 54.86 11.77 7.43 2.12 4.26
3 Animal Welfare 1.44 0.70 0.28 0.00 0.00 0.06
Total 28.82 65.31 13.47 7.43 2.12 4.60
(Source: Annual Reports of Jayprakash Associates Limited)
The above table no. 5 shows CSR Practices done by Jayprakash Associates Ltd. during the year 2013 to 2017.
Here, we can say that highest amount is spent by the company under CSR practices for Education Sector i.e.
Rs. 23.06 Cr., 54.86 Cr., 11.77 Cr., 7.43 Cr. and 2.12 Cr. during the year 2013 to 2017. For Healthcare Sector
Company had spent Rs. 4.32 Cr., 9.75 Cr., and 1.42 Cr. during the year 2013 to 2015. For Animal Welfare
company has spent Rs. 1.44 Cr., 0.70 Cr., and 0.28 Cr. during the year 2013 to 2015 and from the year 2016
company has not spent any amount for Animal Welfare. Here, we can conclude that Jayprakash Associates
Ltd. mostly spent money for the development of Education Sector only.
Table No. 6 CSR Practices by Saurastra Cement Ltd. (Rs. in Cr.)
Sr. Mar- Mar-
Area/ Sector Mar-13 Mar-14 Mar-15 Average
No. 16 17
Promoting Health Care
1 0.00 0.00 0.00 0.0767 0.3042 0.0762
and Sanitation
2 Education 0.00 0.00 0.00 0.1481 0.5428 0.1382
3 Rural Development Project 0.00 0.00 0.00 0.00 0.0696 0.0139
Total 0.00 0.00 0.00 0.2248 0.9166 0.2283
(Source: Annual Reports of Saurastra Cement Ltd.)

The above table no. 6 demonstrates CSR Practices by Saurastra Cement Ltd. during the year 2013 to 2017.
During the year 2013 to 2015, company has not spent any amount for CSR practices; actually it started CSR
practices from the year 2016. Here, we can say that company had spent highest amount for the Education
Sector i.e. Rs. 0.1481 & 0.5428 Cr., for Health Care and Sanitation spent Rs. 0.0767 & 0.3042 Cr. during the
year 2016 & 2017. Company had also spent Rs. 0.0696 Cr. for Rural Development project during the year
2017. Here, we can conclude that Saurastra Cement Ltd. highly focused on Education and Health care and
Sanitation sector under CSR practices.
Table No. 7 CSR Practices by Gujarat Sidhee Cement Ltd. (Rs. in Cr.)
Sr. March- March- March- March- March-
Area/ Sector Average
No. 13 14 15 16 17
1 Education Development 0.00 0.00 0.00 0.1905 0.00 0.0381
Donation
2 0.00 0.00 0.00 0.1093 0.00 0.0219
of Ambulance
Total 0.00 0.00 0.00 0.2998 0.00 0.0600
(Source: Annual Reports of Gujarat Sidhee Cements Ltd.)

The above table and chart no. 7 depicts CSR practices done by the Gujarat Sidhee Cement Ltd. during the
year 2013 to 2017. Here, we can say that company had spent highest amount for the development of
Education and i.e. Rs. 0.1905 Cr. and company had also donated Rs. 0.1093 Cr. for Ambulance in the year
36 IJRAR- International Journal of Research and Analytical Reviews Special Issue
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
2016. Here, we can conclude that company has not spent any amount for CSR practices during the study
period except 2016. So, Company has to give more attention on CSR practices in future.

HYPOTHESIS AND IT’S TESTING

Ho1: There is no significant linear correlation between Avg. CSR and Sports Development, Animal Welfare,
Eradicating Hunger Poverty, Rural Development, Contribution to PM National Relief Fund, Gender Equality,
Other Activities CSR, and Public Library Facilities in Rural Areas.
To test the above hypothesis researcher had applied Pearson Linear Correlation test.
Table No. 8 Hypothesis and its Testing
P-
Variables Test Applied R-Value Result
Value
Education Development Pearson Linear Correlation 0.887 0.000 Significant
Water Resource Development Pearson Linear Correlation 0.658 0.000 Significant
Health Development Pearson Linear Correlation 0.708 0.000 Significant
Livelihood (Agro Based & Skill Based
Pearson Linear Correlation 0.375 0.041 Significant
Activities)
Women Empowerment Pearson Linear Correlation 0.644 0.000 Significant
Infrastructure Dev. /Rural
Pearson Linear Correlation 0.918 0.000 Significant
Infrastructure Dev.
Establishment Activities Pearson Linear Correlation 0.419 0.021 Significant
Donation & Other Misc. Activities Pearson Linear Correlation 0.434 0.017 Significant
Non-Conventional Energy Pearson Linear Correlation 0.457 0.011 Significant
Sports Development Pearson Linear Correlation 0.187 0.323 Insignificant
Over Heads Pearson Linear Correlation .387 0.034 Significant
Animal Welfare Pearson Linear Correlation -0.101 0.595 Insignificant
Eradicating Hunger Poverty &
Malnutrition, Promoting Preventive
Pearson Linear Correlation -0.163 0.388 Insignificant
Health Care and Sanitation & Making
Available Safe Drinking Water
Environment Protection & Plantation Pearson Linear Correlation 0.543 0.002 Significant
Rural Development Projects Pearson Linear Correlation -0.163 0.390 Insignificant
Contribution to the Prime Minister’s
National Relief Fund or any Other Pearson Linear Correlation -0.092 0.627 Insignificant
Fund
Promoting Gender Equality,
Pearson Linear Correlation -0.117 0.537 Insignificant
Empowering Women
Other CSR Activities in Marketing
Pearson Linear Correlation -0.142 0.453 Insignificant
Zones etc
Public Library Facilities in Rural Areas Pearson Linear Correlation -0.117 0.537 Insignificant
Social Empowerment Pearson Linear Correlation 0.576 0.001 Significant
Protection of Heritage, Art and Culture Pearson Linear Correlation 0.522 0.003 Significant
Overheads Pearson Linear Correlation 0.578 0.001 Significant

The above table no. 8 portrays results of Pearson Linear Correlation as per Avg. CSR and amount spent for
various sector. Above table shows R and P value of various areas of CSR practices during study period. We
can observe that P value of Sports Development, Animal Welfare, Eradicating Hunger Poverty, Rural
Development, Contribution to PM National Relief Fund, Gender Equality, Other Activities CSR, and Public
Library Facilities in Rural Areas are more than 0.05 which means we cannot reject the null hypothesis. It
means there is no significant linear correlation between Avg. CSR and Sports Development, Animal Welfare,
Eradicating Hunger Poverty, Rural Development, Contribution to PM National Relief Fund, Gender Equality,
Other Activities CSR, and Public Library Facilities in Rural Areas.
Ho2: There is no significant rank correlation between Avg. CSR and Sports Development, Animal Welfare,
Eradicating Hunger Poverty, Rural Development, Contribution to PM National Relief Fund, Gender Equality,
Other Activities CSR, and Public Library Facilities in Rural Areas.
To test the above hypothesis researcher had applied Spearman’s Rank Correlation test.

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UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
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Table No. 9 Hypothesis and its Testing
Variables Test Applied R-Value PValue Result
Education Development Spearman Correlation 0.994 0.000 Significant
Water Resource Development Spearman Correlation 0.566 0.001 Significant
Health Development Spearman Correlation 0.656 0.000 Significant
Livelihood (Agro Based & Skill
Spearman Correlation 0.380 0.038 Significant
Based Activities)
Women Empowerment Spearman Correlation 0.569 0.001 Significant
Infrastructure Dev. /Rural
Spearman Correlation 0.792 0.000 Significant
Infrastructure Dev.
Establishment Activities Spearman Correlation 0.340 0.066 Significant
Donation & Other Misc. Activities Spearman Correlation 0.368 0.045 Significant
Non-Conventional Energy Spearman Correlation 0.423 0.020 Significant
Sports Development Spearman Correlation 0.286 0.126 Insignificant
Over Heads Spearman Correlation 0.415 0.023 Significant
Animal Welfare Spearman Correlation 0.192 0.310 Insignificant
Eradicating Hunger Poverty &
Malnutrition, Promoting Preventive
Health Care and Sanitation & Spearman Correlation 0.129 0.498 Insignificant
Making Available Safe Drinking
Water
Environment Protection &
Spearman Correlation 0.472 0.009 Significant
Plantation
Rural Development Projects Spearman Correlation 0.123 0.516 Insignificant
Contribution to the Prime
Minister’s National Relief Fund or Spearman Correlation 0.101 0.596 Insignificant
any Other Fund
Promoting Gender Equality,
Spearman Correlation 0.129 0.496 Insignificant
Empowering Women
Other CSR Activities in Marketing
Spearman Correlation 0.129 0.498 Insignificant
Zones etc.
Public Library Facilities in Rural
Spearman Correlation 0.079 0.677 Insignificant
Areas
Social Empowerment Spearman Correlation 0.477 0.008 Significant
Protection of Heritage, Art and
Spearman Correlation 0.475 0.008 Significant
Culture
Overheads Spearman Correlation 0.475 0.008 Significant

The above table no. 9 represents results of Spearman Correlation as per Avg. CSR and amount spent for
various sector. Above table shows R and P value of various areas of CSR practices during study period. We
can examine that P value of Sports Development, Animal Welfare, Eradicating Hunger Poverty, Rural
Development, Contribution to PM National Relief Fund, Gender Equality, Other Activities CSR, and Public
Library Facilities in Rural Areas are more than 0.05 which means we cannot reject the null hypothesis. It
means there is no significant rank correlation between Avg. CSR and Sports Development, Animal Welfare,
Eradicating Hunger Poverty, Rural Development, Contribution to PM National Relief Fund, Gender Equality,
Other Activities CSR, and Public Library Facilities in Rural Areas.
Table No. 10 Descriptive Statistics of Avg. CSR during Pre and Post Period of the Study
Period Mean Std. Deviation
Pre 0.25 0.60
Post 0.59 0.75
The above table no. 10 shows mean and standard deviation value of Pre and Post period of the study. Here,
we can say that mean value of Post period is higher i.e. 0.59, while Pre period had better standard deviation
value i.e. 0.60.
Ho3: There is no significant difference in CSR practices during the pre and post period of the study.
To test the above hypothesis we had applied Independent t-test as per the requirement.
Table No. 11 Hypothesis and its Testing
Variable Test Applied T-Value P-Value Result
Average CSR Independent T-test -1.302 0.067 Insignificant

38 IJRAR- International Journal of Research and Analytical Reviews Special Issue

Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
The above table no. 11 portrays Independent T- test between the pre and post period of CSR practice during
study time period. The result found insignificant of pre and post time period, i.e. P value found (0.067)
grater then 0.05 which means we cannot reject the null hypothesis. It means that, there is no significant
difference in CSR practices during the pre and post period of the Study.

FINDINGS & SUGGESTIONS

1) Cement companies of Gujarat are contributing considerable amount for CSR activities and thereby
helps in nation building. Each selected cement units executes more than two corporate social
responsibility activities and their prime focus areas are education and health care, followed by
environmental and various CSR activities, but still there is a significant difference among CSR
practices cement companies working in Gujarat.
2) Ambuja Cement has spent good amount in activities like education development, water resource
management, rural infrastructure development and skill based activities. For all five years under
study company’s contribution for CSR activities is more than prescribed CSR, which indicates strict
adherence to the guidelines of section 135 of Companies Act 2013.
3) After advent of Companies Act 2013 JK Lakshmi Cement Ltd has contributed for all these three
years CSR spent is more than CSR Prescribed. Average 40% spending by the company is for
eradicating hunger poverty & malnutrition as well as promoting health care while more than 35%
spending is for promoting education.
4) Ultratech Cement Ltd is always contributing notable amount for CSR activities. For all the five years
it has contributed significant amount for CSR activities. For 2014-15 and 2015-16 CSR spent is less
than CSR prescribed.
5) Average CSR spending by Jaypee cement is Rs.4.60 crore. Though the net profit is negative for 2014-
15 to 2016-17, the company has spent good amount for CSR activities. The focus areas for CSR
spending by the company were healthcare, education and animal welfare.
6) Saurastra Cement Ltd has reported its CSR spending for the year 2015-16 and 2016-17 in its Annual
report. For both the years it’s spending on CSR activities more than CSR prescribed. Gujarat Sidhee
Cement Ltd has contributed Rs. 0.2998 crore for CSR activities in the year 2015-16 which is less
than prescribed. As reported net profit is negative for 2013-14 to 2016-17 Provision of mandatory
CSR may not be applicable to Gujarat Sidhee Cement Ltd. in that case.
7) As per the result of Pearson Linear Correlation and Spearman Correlation test we have found that
Avg. CSR had positive impact on Education, Water, Health, Environment, Rural Development and
some other sectors.
8) As per the Independent T-test we have found that there is no significant difference in CSR practices
during Pre and Post Period of the study.
9) Ambuja Cement Ltd. and Ultratech Cement Ltd. and all Cement have executed better and balanced
CSR practices for various important areas so, company have to spent more amount for CSR in future
for the development of the society.
10) JK Lakshmi Cement Ltd. performed good CSR practices for various areas but has given least
important on areas like women empowerment and also protection of environment, so, company has
focus more on this sector in future. Jayprakash Associates Ltd. during CSR practices focused more
on Education sector only, so in future company also has to focus on other various sectors like,
health, water, animal welfare, rural development, women empowerment etc.
11) Saurastra Cement Ltd. have performed good work for education sector but company also has to
provide better CSR work for other various sectors and has to focus on the development of rural
areas in future. Gujarat Sidhee Cement Ltd. had only done CSR work for education and for health
sector; so, company has to pay more attention on various areas like health, women empowerment,
rural development, protection of environment, water, etc. in future.
CONCLUSION
Corporate Social Responsibility plays very vital role in social development especially in Education,
Environment Protection, Clean Water, Women Empowerment, Gender Equality and many more other social
activities at both urban as well as rural areas. This study analyse CSR activities done by selected Cement
Companies of Gujarat and form the analyses we can conclude that selected Cement Companies of Gujarat
performed superior work for the various social activities in Gujarat. Saurastra Cement Company and Gujarat
Sidhee Cement Company had spent money only for the development of education and health sector, so,
these companies have to focus on other various sectors in future. From the testing of hypothesis the
Special Issue IJRAR- International Journal of Research and Analytical Reviews 39
UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
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researcher had conclude that there is no significant difference between Avg. CSR and some areas and from
the independent t-test it can be said that there is also no significant difference between Pre and Post period
of CSR practices.

REFERENCES
1) Annual Reports of Ambuja Cement Ltd
2) Annual Reports of JK Laxmi Cement Ltd
3) Annual Reports of Ultratech Cement Ltd
4) Annual Reports of Jay Prakash Associates Cement Ltd
5) Annual Reports of Saurastra Cement Ltd
6) Annual Reports of Gujarat Sidhee Cement Ltd

40 IJRAR- International Journal of Research and Analytical Reviews Special Issue

Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026

A STUDY ON THE PERCEPTION OF GOVERNMENT EMPLOYEES

TOWARDS CONTRIBUTORY PENSION SCHEME (CPS) –A STUDY WITH
SPECIAL REFERENCE TO CHENNAI CITY

DR. R. Rangarajan1 & S. Saravanan2

1Professor,Department of Commerce, University of Madras, University of Madras
Chepauk, Chennai – 600 005.
2Research Scholar, Department of Commerce, University of Madras, University of Madras

Chepauk, Chennai – 600 005.

ABSTRACT: The New Pension Scheme gives many benefits to the country as well as to the pensioners from the
view point of government, but the employees are not ready to invest their money in stock exchange because the
amount of pension is not guaranteed to receive without risk and it is a big question mark to the employees. The
present study is carried out to analyze the pros and cons of the New Pension Scheme introduced by the
government. The primary data were collected from the 100 employees working in several government
institutions through well-structured questionnaires. The result shows due to policy of the government most of
the respondents are not interested in investing their pension fund in stock market. Majority of the respondents
also suggest that the government contribution towards pension scheme should be increased further. The study
reveals that the employees are not in favour of new pension scheme as they perceive that the problems are more
in it. Therefore, it is suggested that the government should rethink on new pension scheme features which would
really be beneficial to the welfare of the employees in future.

Keywords: New Pension Scheme, Stock market, Social security, Retirement, Pension fund manager.

INTRODUCTION
The pension plays a very important role for older people as it maintains their quality of life, through
greater independence in their decisions, improved status in the family, and generates greater self-
confidence. Social Security protects not only the receiver but also his/her entire family due to benefit
packages which covers financial security and health care. Pension provides a financial guarantee and takes
away the financial fear regarding the basic expenses and amenities. Social security schemes are designed to
guarantee at least long-term sustenance to families when the earning member retires, dies or suffers a
disability. Thus the main strength of the social security system is that it acts as a facilitator it helps people to
plan their own future through insurance and assistance. The success of social security schemes however
requires the active support and involvement of employees and employers. A worker is a source of social
security protection for himself and his family. An employer is responsible for providing adequate social
security coverage to all his workers.

NEW PENSION SYSTEM (NPS)

New Pension System (NPS) was introduced as a defined contribution pension system for
government employees in 2003 and was extended to all citizens of India from July 2008. It has made two
rule changes which will help both individuals and their employers. The NPS is the pension system applicable
to new government employees and is also open to all citizens, to save for their retirement life and runs as
per the regulations of the Pension Fund Regulatory and Development Authority (PFRDA). To make it
more popular, tax incentives were extended, wherein any investment made in NPS by an individual would
qualify for tax deduction under Section 80CCD(1B). However, these incentives failed to attract investors
towards NPS. Pension Fund Regulatory and Development Authority of India (PFRDA) of India, is the
prudential regulator for the NPS. PFRDA was establish by the Government of India on 23 August 2003 to
promote old age income security by establishing, developing and regulating pension funds. PFRDA has set
up a Trust under the India Trusts Act, 1882 to oversee the functions.
The New Pension Scheme provides many benefits to the country as well as to the pensioners from
view point of government. But the employees are not ready to invest their money in stock exchange because
the amount of pension is not guaranteed to receive without risk.

Special Issue IJRAR- International Journal of Research and Analytical Reviews 41

UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
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The scheme is structured into two tiers:
 Tier-I account: This NPS account does not allow premature withdrawal and is available from 1st
May, 2009
 Tier-II account: The tier- II NPS account permits withdrawal.

OBJECTIVES OF THE STUDY

 To Determine the Perception of Government Employees’ contribution towards New Pension
Scheme
 To Find out the influence of age on the factors affecting the opinion of Employees about the New
Pension Scheme.
 To identify the major reasons and the purpose of Employees’ contribution towards the New
Pension Scheme.

HYPOTHESIS OF THE STUDY

Null hypothesis (H0): There is no significant difference between age and Opinion of Employees about New
Pension Scheme.
Alternate hypothesis (H1): There is significant difference between age and Opinion of Employees about
New Pension Scheme.

REVIEWS OF LITERATURE
The researcher has reviewed various journals, magazines, books, internet for in depth knowledge
that is pertaining to the Objectives of the study. Apart from that, so many articles have been reviewed to
improve the quality of research.
Sule kehinde oluwatogin and ezugwu Christian ikechukwu (2009), focused on the evaluation of the
application of the contributory pension scheme on employee retirement benefits of quoted firms in Nigeria.
The main objective of the research is to evaluate the impact of the contributory pension on employee
retirement benefits of quoted firms in Nigeria. The conclusion of the study pension fund management in
Nigeria with obvious benefits for employers, employees and government and society as a whole. Therefore
finance experts worldwide say that the contributory scheme option is best for any economy that hopes to be
able to meet future obligations to its ageing population and ensuring their comfort after retirement.
Robert L. Clark, Linda S. Ghent and Ann A. McDermed (2006) in his study used data from annual faculty
censuses of the University of North Carolina system, where new hires are given a choice between a state
defined benefit pension and a defined contribution plan. Newly hired faculty members who are older,
female, and nonwhite are found to be more likely to choose the defined benefit plan. Defined benefit plan
limits the amount of market risk faced by the employee and provides a predictable level of benefits. On the
other, defined contribution pension plans are more portable and thus desirable to workers who want to
remain mobile.

METHODOLOGY
This study is both descriptive and analytical in nature. It covers both primary and secondary data.
Primary data were collected from 100 Government Employees of Chennai city through well-structured
Questionnaire Schedule. The respondents for the study are selected through convenient sampling method.
The secondary data were collected from standard books, journals, magazines, newspaper and website.

LIMITATION OF THE STUDY

 Data were collected within Chennai City only.
 The Researcher focused on the Level of opinion of Government Employees about new contributory
pension scheme. Opinions are subject to the individuals perception and knowledge.

ANALYSIS and DISCUSSION

Garrett Ranking Analysis

The respondents were asked to rank their responses about the pension scheme among government
employees to find out the purpose of preference in new pension scheme. The results are tabulated as
follows:

42 IJRAR- International Journal of Research and Analytical Reviews Special Issue

Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
Table 1
Purpose of Preferences in Pension Scheme
S. no Purpose of Rank
preferences I II III IV V VI
1 Health 26 46 23 02 03 00
2 Food 14 17 22 42 02 03
3 Children’s Care 26 22 26 16 08 02
4 Luxurious Life 00 03 06 05 32 54
5 Constant Income 28 12 14 27 06 13
6 Social Service 06 00 09 08 49 28
Total 100 100 100 100 100 100
Source: Primary Data
GARRETT SCORES
The Garrett ranks were calculated by using appropriate Garrett ranking formula. First, the percent
positions are calculated by using appropriate Garrett ranking formula. Based on the percent position, the
Garrett values are ascertained. The Garrett value and Purpose of Preferences in Pension Scheme by
Government Employees are multiplied to find the Garrett scores for the each source. Finally, by adding each
row, the total Garrett scores have been obtained.
Percent position ═ 100 (Rij ─ 0.5) ∕ Nij
Rij ═ rank given for ith item by the jth sample respondents
Nij ═ total rank given by the jth sample respondents
Table 2
Percent Position and Garrett Values
s. no 100(Rij ─ 0.05) ∕ Nj Calculated value Garrett Value
1 100 ( 1 ─ 0.5) ∕ 6 08.33 77
2 100 ( 2 ─ 0.5) ∕ 6 25.00 63
3 100 ( 3 ─ 0.5) ∕ 6 41.66 54
4 100 ( 4 ─ 0.5) ∕ 6 58.33 46
5 100 ( 5 ─ 0.5) ∕ 6 75.00 37
6 100 ( 6 ─ 0.5) ∕ 6 91.66 23
Sources: Computed Data

Table Calculation of Garrett Scores

S.no Particulars Rank
I II III IV V VI
1 Health 2002 2898 1242 92 111 00
2 Food 1078 1071 1188 1932 74 69
3 Children’s Care 2002 1386 1404 736 296 46
4 Luxurious Life 00 189 324 230 1184 1242
5 Constant Income 2156 756 756 1242 222 299
6 Social Service 462 00 486 368 1813 644
Source: Computed Data

Note: (for example) rank I Calculated on rank (26*77, 46*63, 23*54, 02*46, 03*37,
00*23). Garrett value
Table 3
Purpose of Preferences in Pension Scheme by Government Employees ─ Garrett Ranking
S.no Purpose of preferences Garrett scores Garrett Rank
1 Health 6345 I
2 Food 5412 IV
3 Children’s Care 5870 II
4 Luxurious Life 3169 VI
5 Constant Income 5431 III

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UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
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6 Social Service 3737 V
Source: Computed Data

The above table shows the Garrett scores on Purpose of Preferences to Pension Scheme by
Government Employees. The Garrett scores are ranked according to their values. The first rank is given to
Health, Second rank is given to Children’s care, Third rank is to Constant Income, Fourth rank is to Food,
Fifth rank is to Social Services, and Sixth rank is to Luxurious Life.
Table 4
Demographic Profile of the Respondents
S.no Particulars No. of respondents Percentage
GENDER
1. Male 34 34.0
2. Female 66 66.0
Total 100 100
MARITAL STATUS
1. Married 66 66.0
2. Unmarried 34 34.0
Total 100 100
FAMILY TYPE
1. Nuclear 62 62.0
2. Joint family 38 38.0
Total 100 100
AGE
1. Below 30 34 34.0
2. 31-40 years 29 29.0
3. 41-50years 23 23.0
4. 51-58 years 14 14.0
Total 100 100.0
EDUCATION
1. SSLC 4 4.0
2. HSC 24 24.0
3. Graduate 17 17.0
4. Post-Graduate 26 26.0
5. Others 29 29.0
Total 100 100.0
OWNERSHIP OF HOME OCCUPIED
1. Owned 25 25.0
2. Rented 45 45.0
3. Rent free 30 30.0
Total 100 100
TYPE OF EMPLOYMENT
1. State government 40 40.0
2. Central government 60 60.0
Total 100 100
DEPARTMENT OF WORK
44 IJRAR- International Journal of Research and Analytical Reviews Special Issue
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
1. Postal Department 24 24.0
2. Library Department 27 27.0
3. Educational Department 49 49.0
Total 100 100
DESIGNATION
1. Librarian 25 25.0
2. PG Teacher 42 42.0
3. Clerk 20 20.0
4. Assistant 13 13.0
Total 100 100
MONTHLY INCOME
1. Below 20000 8 8.0
2. 20000-40000 39 39.0
3. 40000-60000 26 26.0
4. Above 60000 27 27.0
Total 100 100
EXPERIENCE
1. 1-5 years 39 39.0
2. 6-10 years 27 27.0
3. 11-15 years 34 34.0
Total 100 100
Pension Scheme
1 LIC 41 41
2 Post Office 31 31
3 Bank 24 24
4 Mutual Fund 4 4
Total 100 100
Investment risk in NPS
1 Government 17 17
2 PFRDA 43 43
3 Employer 16 16
4 Pensioner themselves 24 24
Total 100 100
Source : Primary Data
From the above table it is understood that the study is dominated by the female respondents who
constitute 66% of the total sample size. It is also found that the majority 66% of the respondents are
married. With regard to the family type, 62% of the respondents are in nuclear family and the remaining are
dwelling as joint families. Majority respondents’ age group fall under the category of below 30 years.
The Educational Qualification of the respondents reveals that majority of the sample frame pursue
technical and other professional degree. The data also interprets that 45% of the respondents are living in
rented house and Majority 60% of employees are working in Central Government. Designation frequency
shows that 42% of the respondents are working as PG Teachers.
Under Monthly income, 39% of the respondents earnings are falling in between Rs.20000 –
Rs.40000. Majority of the respondents (39%) are having 1 – 5 years of experiences. 41% of the respondents
are investing in pension schemes provided by LIC. Finally the demographic profile reveals that 43% of the
respondents are having the opinion that PFRDA is found to be the regulatory authority for investment risks
in New Pension Scheme.
Table 5
Anova-The Significance of Age on the factors influencing the opinion of Government Employees
towards New Pension Scheme
Particulars Sum of Mean
Squares df Square F
I feel that the new pension scheme Between Groups 73.583 3 24.528 13.369
is favorable to the pensioners 15 Within Groups 176.127 96 1.835
Special Issue IJRAR- International Journal of Research and Analytical Reviews 45
UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
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Total 249.710 99
I feel that Government Between Groups 28.675 3 9.558 5.542
contribution of 10% in new Within Groups 165.565 96 1.725
pension scheme is adequate18 Total 194.240 99
I feel that Principal amount is safe Between Groups 73.235 3 24.412 26.119
in new pension scheme19 Within Groups 89.725 96 .935
Total 162.960 99
I feel that Expected return can be Between Groups 33.006 3 11.002 7.144
obtained in new pension Within Groups 147.834 96 1.540
scheme20 Total 180.840 99
Total 164.110 99
Age
I feel that new pension scheme has Between Groups 16.361 3 5.454 3.528
to be restructured 24 Within Groups 148.389 96 1.546
Total 164.750 99
Source: Computed Data

INTERPRETATION
According to the result of above ANOVA Table, statements related to safety and Security factors are
found statistically significant among the age group (P = 0.000, 0.037, 0.001, 0.000, 0.000, 0.000 and 0.000).
Based on the Mean value (f = 1.53, 1.72), it is understood that the respondents in the age group of
Below 30 and 31 to 40 years are having dissatisfaction towards New Pension Scheme, whereas the
respondents in the age group of above 40 are in favor of New Pension Scheme.
The respondents who are in the age group of 31 to 40 years feel that government contribution of
10% in new pension scheme is not adequate (Mean value = 1.97). Likely, respondents in the age group of 31
to 40 years feel that principle amount in new pension scheme is unsafe (mean value = 1.55), and also they
are having a fear about expected return in new pension scheme ( Mean value = 1.83).
Table 6
Descriptive Statistics - Mean Values of factors influencing the opinion of respondents

Particulars N Mean
I feel that the new pension scheme is favorable to the pensioners 100 2.27
I observe that the investment in stock market may affect the pension amount 100 4.18
I opinion that investment in Government securities have lower risk 100 3.62
I feel that Government contribution of 10% in new pension scheme is adequate 100 2.76
I feel that Principal amount is safe in new pension scheme 100 2.52
I feel that Expected return can be obtained in new pension scheme 100 2.46
I have the opinion that the contribution rates for voluntary coverage are
100 3.20
inflexible
I feel that Employees are eligible to get tax exemption in income tax under
100 4.07
section 80C
I believe that Pension Fund Regulatory and Development Authority is
100 3.83
channelizing the investment effectively.
I feel that new pension scheme has to be restructured 100 4.15
Total 100
Source: computed data

INTERPRETATION
Based on the Mean values from above table, the respondents’ opinion is found to be negative
against New Pension Scheme. They have the view that new pension scheme is not favorable to the
pensioners due to three major reasons such as, inadequate government contribution of 10% , unsafe
principle amount and high risk in expected return due to investments of contributions in the stock
market.

46 IJRAR- International Journal of Research and Analytical Reviews Special Issue

Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
MAJOR FINDINGS OF THE STUDY
 It is found that majority of the government employees makes contribution to pension scheme for
the purpose of financial commitments to take care of their health and to meet out the expenditures
related to their children.
 It is also found that the respondents are contributing to pension scheme in order to get Constant
Income after their retirement.
 As women plays greater role in teaching fraternity, majority of the respondents are found to be
female (66%) and also married (66%).
 Demographic profile reveals that nuclear family type (62%) is found to be highest among the
respondents.
 Youngsters who are under below 30 years of age constitute the major sample of the study followed
by respondents falling in the age group of 31-40 years.
 Major part of the respondents ‘possess technical qualification in education field as the data shows
29% of the respondents qualifications falls in other category.
 A reasonable percentage of respondents (45%) are dwelling in rented house.
 Apart from contribution to the pension scheme the respondents comprises 41% are investing their
amount towards pension in LIC and 31% of the respondents are in post offices.
 A Larger portion of the respondents (43%) are having the opinion that Pension Fund Regulatory
Development Authority is the responsible authority for regulating the investment risk in new
pension scheme.
 The disadvantages of new pension scheme are as follows
1.Inadequate government contribution of 10%,
2.Unsafe principal amount and
3.High risk in expected return due to investments of contribution amount in the stock market
 Better Tax benefits and voluntary pension participation by non government employees are found to
be the greatest advantage of this new pension scheme.

SUGGESTIONS
 Government should be the fund manager of new pensioner scheme is followed.
 The Government can consider increasing the percentage of contribution i.e. from 10 % to
reasonable percentage through which employees can be benefited further.
 The Government should also take necessary steps to strengthen the regulatory authority to check
the risk factors in investment of pension amount in the stock markets.
 For the welfare of the Youngsters, the government can restructure the principal amount
contributions towards new pension scheme

 The government can also take measures to educate the benefits of new pension schemes among
employees in order to create a positive opinion among them.

CONCLUSION
From the purview of Employees it is concluded that the Government needs to reconsider the risk
factors in investments towards the new pension plan. It should also maintain transparency in regulations to
pension coverage in India. It is considered to be an important role of Employers to educate them on the
various pension plans and their benefits. The current study clearly establishes the opinion of employees
which helps to increase enrolment in pension plans and stimulate higher contributions to them. The
respondents of the study expect the new pension scheme to be more transparent, safe, reliable and
adequate. Hence these factors can help to reconstruct a vigorous pension system in India, which eventually
results in favourable outcomes for employees.

References
 Gurusamy .S (2009), Capital Market , published by Tata McGraw Hills, Delhi second edition.
 S.Chand(2005) “public administration”, published by S. Chand &company Ltd
 Gurusamy .S (2009), financial Market and institutions, published by Tata McGraw Hills, Delhi second edition.
 GURUSAMY “financial markets and institution” Tata McGraw hill New Delh 3 rd Edition
 Srivastava D K (2005), “issues in Indian public finance” published by New Century”

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UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ (NCEABM-2019)
 Sule kehinde oluwatogin and ezugwu Christian ikechukwu (2009), “Evaluation of the application of the
contributory pension scheme on employee retirement benefits of quoted firms in Nigeria”. African
Journal of Accounting, Economics, Finance and Banking Research Vol.4, No.4, (2009)
 Robert L. Clark, Linda S. Ghent and Ann A. McDermed (2006)

Websites:
1. www.tn.gov.in,
2. www.pfrda.org.in,
3. www.economictimes.com
4. www.wikipedia.com ,
5. www.thehindubusinessline.com,
6. www.pfrda.com,
7. www.jstor.org
8. www.india.gov.in

48 IJRAR- International Journal of Research and Analytical Reviews Special Issue

Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026

Understanding Edupreneurs -The New Breed of Entrepreneurs.

P.Jayaraman1 & Dr. PRASEEDA C.2

1Asst.Prof, DOMS, SRM University,Vadapalani, Chennai.and
2Prof. DOMS, SRM University, Vadapalni,Chennai.

ABSTRACT: The educational entrepreneurs, also callededuprenuers are a new breed of entrepreneurs who have
successfully transformed the educational scenario in India particularly in Tamilnadu making it a leading state
in educational service sector now. This transformation has taken place in the last few decades resulting in
educational opportunities for millions of our younger generation and created job opportunities for another few
millions of our graduates and post graduates. Educational entrepreneurs act as change agents creating a new
supply system for educational services. These, essentially non-profit organizations act as a catalyst in economic
development creating millions of educational and employment opportunities. In spite of these facts this area of
entrepreneurship has not received much attention from researchers and academic community in general. This
study is an attempt to know what makes an educational entrepreneur from a socio psychological and economic
perspective. This is purely a conceptual study based on existing literature.

Keywords: Entrepreneurship, Educational Entrepreneurship, Social Entrepreneurship, Entrepreneurship

Characteristics.

Introduction
Today the concept of entrepreneurship not only includes for profit business models but other business
models like political entrepreneurship, social entrepreneurship and knowledge entrepreneurship also.
World Economic Forum held in the year 2017 in Davos highlighted the importance of social
entrepreneurship as a new tool for removing social evils including illiteracy in society.Social
entrepreneurship involves innovative approaches to address issues in the domains of education,
environment, fair trade, health and human rights and is widely regarded as an important building block of
the sustainable development of countries(Mair, J., & Noboa, E., 2006).Social entrepreneurship has emerged
as a complex yet promising organizational form in which market-based methods are used to address
seemingly intractable social issues, but its motivations remain undertheorized (Miller, T. L., Grimes, M. G.,
McMullen, J. S., & Vogus, T. J., 2012).A relatively small segment of business, known as social
entrepreneurship, is increasingly being acknowledged as an effective source of solutions for a variety of
social problems (Sud, M., VanSandt, C. V., & Baugous, A. M. 2009). “Social Enterprise” denotes an
organization that attacks social problems through a business format, even if it is not legally structured as a
profit seeking entity(Bornstein, D., & Davis, S., 2010). Educational entrepreneurship is a part of social
entrepreneurship. Educational entrepreneurs are a rare breed of innovator whose characteristics and
activities may lead to the transformation of society not merely the slight improvement of the public
education system Smith, K., Petersen, J. L., & Fund, N. V. (2006). They create social ventures not only with the
intention of creating wealth but also to serve the society and make the world a better place to live by taking
education to masses. This paper tries to explore the differences in personality traits of educational
entrepreneurs from that of traditional business entrepreneurs.
Definition of Educational Entrepreneurship
From the point of view of Peter.F.Drucker, Educational entrepreneurship may be defined as a process
purposeful innovation directed toward improving educational productivity, efficiency and quality (Hess, F.
M. 2006).They include private for-profit educational providers at different levels of schooling from child
care to Professional and continuing education (Man, W. Y. T. 2010). According to Charles W. Lavaroni, M.S.
and Donald E. Leisey, educational entrepreneur is defined as ‘a person who has served as an educator prior
to organizing a business related to education and has invested time, energy, and capitalto create, develop,
and market a program, product, service, or technology to enhance learning.’Educational entrepreneurs are
defined as innovators that can produce changes in public system of education due to their characteristics
and activities.They can be: (i) businessmen who identify a market opportunity on public education system;
(ii) educational leaders who want to change the system; (iii) leaders from non-profit sector with initiatives
who are building organizations outside the system (alternatives to existing educational system) (Lăcătuş, M.
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UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
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L., & Stăiculescu, C. 2016, June). All these definitions point to the fact that there is no single universally
acceptable definition of educational entrepreneurship. The activities of educational entrepreneurs have a
significant impact on the life of many people across the spectrum.
Background of the Study
Government failure to make higher education available to all aspirants gave an opportunity for private
players to enter the realm of educational services. The educational needs of the knowledge society coupled
with the ineffective government infrastructure to fulfil those needs provided good opportunities for private
entrepreneurs to enter this field. It all started in Tamilnadu in 90’s when the state government in power
then decided to open up the higher education arena for private investments in the form of trusts as a form of
not for profit ventures. Educational entrepreneurs seized that opportunity to fulfil the gap of demand and
supply and created many educational institutions.
Is education a saleable commodity?
People criticise the philosophy behind making education as a business venture. They question the rationale
of making education as a saleable service. Is it ethical to sell education? According to the theory of relativism
what is ethics is determined in relation to time, place and culture. In India food and shelter (temporary stay)
were offered free to travellers once upon a time. There were Chatirams to provide these for the pilgrims and
travelling public. In that scenario when demand exceeded supply some entrepreneurial mind thought of
providing the same for a price and the result was the beginning of hotels and lodging houses. People would
have objected and questioned the idea of giving food for a price instead of free. Again medical service was
available only free earlier. In the recent past nobody would have imagined that water will be sold as a
commodity, not for free. So what is free and what is paid is determined by society and demand and supply. If
anyone want to kill the innovativeness in society suggest them to give everything for free to people. Once
the author was listening to a mobile laundry man who was lamenting he has to pay for tuition fees in a
private college and because of that he has to work more now and if his son had a chance of getting a free
government seat he would have gone to take rest after consuming alcohol. The point highlighted here is that
when people pay for something in orderto earn the paying capacity or to create a paying capacity the
productivity is stimulated, which is good for the society as a whole. Education is basically a commodity
which may be produced by a range of public, public-private and/or private producers.

What makes someone to become an educational entrepreneur?

If we want to understand educational entrepreneur we must know what makes an educational entrepreneur
and whatfactors differentiate educational entrepreneur from a traditional business entrepreneur. As
already mentioned educational entrepreneurship is a form of social entrepreneurship whatever differences
are applicable between a social entrepreneur and a business entrepreneur are equally applicable between
educational entrepreneurs and business entrepreneurs.Thompson, Alvy and Lees (2000) note that many
traits and behaviours of conventional and social entrepreneurs are common. The social entrepreneur aims
for value in the form of large-scale, transformational benefit that accrues either to a significant segment of
society or to society at large and what distinguishes social entrepreneurship is the primacy of this social
benefit (Martin, R. L., & Osberg, S. 2007). To find explanation for educational entrepreneurial behaviour we
rely on the basic intention model of Ajzen’s Theory of Planned Behaviour (TPM) wherein intention is
considered as the best indicator of behaviour. It is assumed that the educational entrepreneurial intention is
influenced by three factors namely entrepreneurial personality characteristics, prosocial personality
characteristics and opportunity identification skill.
Entrepreneurial Personality Characteristics.
A number of personality characteristics have been identified as predictors of entrepreneurial
behaviour.Among them some of the relevant characteristics are need for achievement; creativity and
initiative; risk-taking and setting objectives; self-efficacy and internal locus of control; need for
independence and autonomy, motivation, energy and commitment; and persistence. In order to avoid a
lengthy discussion we take up the following personality characteristics need for achievement and self-
efficacy for further analysis.
Need for Achievement
Need for achievement has been found to be an important motivational drive of entrepreneurs. Those with
high need for achievement are concerned with achieving success or attaining a maximum level of aspiration
(McClelland, D. C., & Liberman, A. M., 1949). Carraher, S. M., Buchanan, J. K.,& Puia, G. (2010) find that Need
for Achievement is important for entrepreneurs across the very diverse cultures of USA, China and
50 IJRAR- International Journal of Research and Analytical Reviews Special Issue
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
Latvia.Wu, S., Matthews, & Dagher,G. K. (2007) have identified that Need for achievement is found to be
positively related to entrepreneurial persistence. Business goals are found to moderate the relationship
between need for achievement and persistence, highlighting the importance of matching need for
achievement and business goals. In a study involving 846 employees from 41 different organizations
Baruch, Y., O'Creevy, M. F., Hind, P., & Vigoda-Gadot, E. (2004) find support for a direct relationship between
need for achievement and job performance.Collins, C. J., Hanges, P. J., & Locke, E. A. (2004) in a meta
analytical study found that achievement motivation was significantly correlated with both choice of an
entrepreneurial career and entrepreneurial performance.Human motive, the need for achievement, appears
with great regularity in the imaginative thinking of men and nations before periods of rapid economic
growth ( David C. McClelland, 1961). Educational entrepreneurs are different from non-entrepreneurs in
their quest for need achievement.
Self - Efficacy
Entrepreneurial Self - Efficacy refers to the strength of a person’s belief that he or she is capable of
successfully performing the various roles and tasks of entrepreneurship. Research shows that thisself-
evaluation trait is positively related to the intention to set up one’s own venture. Individual self-efficacy,
which has been defined as a person's belief in his or her capability to perform a task, influences the
development of both entrepreneurial intentions and actions or incentive to undertake activities or to
persevere in the face of difficulties (Bandura, 2010).Entrepreneurial self-efficacy (ESE) is often included in
entrepreneurial intentions models to explain why some individuals are more likely than others to become
entrepreneurs (Mueller, S. L., & Dato-On, M. C., 2008).Perceived self‐efficacy is concerned with people's
beliefs in their ability to influence events that affect their lives. This core belief is the foundation of human
motivation, performance accomplishments, and emotional well‐being. Unless people believe they can
produce desired effects by their actions, they have little confirmation of new registrations of firms, which
was confirmed by the data and revealed that entrepreneurial self-efficacy is positively associated with
entrepreneurial intention ( Laguna, M.,2013).
Prosocial Personality Characteristics
Entrepreneurship has been considered as a factor of risk and reward. However, there are instances of
entrepreneurship for social cause, where social wellbeing takes a priority over profit motive (Jain, T. K.,
2009). Prosocial personality is one major aspect of differentiation between business entrepreneurship and
educational entrepreneurship. In the present study the prosocial personality traits namely empathy and
social responsibility are taken as the differentiating factors between an educational entrepreneur and a
traditional business entrepreneur.
Empathy.
The dictionary meaning of empathy is the ability to share someone else's feelings or experiences by
imagining what it would be like to be in that person's situation. Empathy is one of the key traits
distinguishing educational entrepreneur from other traditional commercial entrepreneur. Research has
highlighted the role of empathy in stimulating prosocial behaviour which in turn has been defined as
voluntary, intentional behaviour that results in benefits for another individual or group(Eisenberg, 1990).
Ruskin, J., Seymour, R. G., & Webster, C. M. (2016) find that some emotions, such as entrepreneurial passion
and frustration, lead to self‐oriented motives, while sympathy and empathy are precursors for
other‐oriented motivations, such as altruism and social justice.Both cognitive (perspective-taking) and
affective (empathic concern) empathy indirectly affect social entrepreneurial intentions.Affective empathy
influences social entrepreneurial intentions through self-efficacy.Cognitive empathy influences social
entrepreneurial intentions through social worth (Bacq, S., & Alt, E.,2018).
Social Responsibility.
Responsibility towards society in finding a solution to a social problem ( lack of educational opportunities
for needy) is one of the major drive of educational entrepreneurs. Porter suggests that social
entrepreneurship is an important transitional vehicle toward the creation of shared value and a capitalist
system in which meeting social needs is not just a peripheral activity but a core aspect of every business
(Driver, M., 2012). Whereas corporate social responsibility is an additional dimension of corporate
entrepreneurship social responsibility becomes a core dimension of social entrepreneurship.
Opportunity Identification
Opportunity identification is one of the important skills of an entrepreneur.Shane, S., & Venkataraman, S.
(2000) define entrepreneurship in terms of opportunity, as the scholarly examination of how, by whom, and
with what effects opportunities to create future goods and services are discovered, evaluated, and exploited.
“Entrepreneurship involves the nexus of two phenomena: the presence of lucrative opportunities and the
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presence of enterprising individuals” (Shane, S., & Venkataraman, S.,2000).Kruger opines that the heart of
entrepreneurship is the orientation towards seeking opportunities and hence developing a deeper
understanding of this cuts to the very essence of entrepreneurship ( Krueger, N. F. ,2003).Stevenson
identified the “heart” of entrepreneurship is the seeking of and acting upon opportunity ( Stevenson and
Jarillo, 1990).Educational entrepreneurs acted swiftly when the opportunity came in the form of relaxation
of government hold in the arena of higher education allowing private entrepreneurs to fill the demand
supply gap. In fact their experiences created an awareness of unmet societal needs, which led to opportunity
recognition and formation of social ventures to help fill the gaps (Yitshaki, R., & Kropp, F. 2016).
Conceptual Frame work of Educational Entrepreneurship.
Entrepreneurial personality characteristics and pro social personality influences the intention to become
educational entrepreneur whereas the opportunity identification skill moderates the intention to become
action resulting in the creation of educational institution.

Educational Entrepreneurship Model

Conclusion
Educational entrepreneurship remains a little explored area in the realm of social entrepreneurship. By this
theoretical study an attempt has been made to understand what makes an educational entrepreneur. A
conceptual model has been developed applying Ajzen’s Theory of Planned Behaviour using personality
traits ( Need for Achievement and Self-Efficacy) and Pro Social traits( Empathy and Social Responsibility)
and employing opportunity identification skill as a moderator. This model is to be tested empirically leaving
scope for future research in this direction.

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6. Carraher, S. M., Buchanan, J. K., & Puia, G. (2010). Entrepreneurial need for achievement in China, Latvia, and
the USA. Baltic Journal of Management, 5(3), 378-396.
7. Charles W. Lavaroni, M.S. and Donald E. Leisey, Ed.D., Bringing the Excitement of Entrepreneurism to the
Public Schools, at http://www.edentrepreneurs.org/edupreneur.php
8. Collins, C. J., Hanges, P. J., & Locke, E. A. (2004). The relationship of achievement motivation to entrepreneurial
behavior: A meta-analysis. Human performance, 17(1), 95-117.

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9. David C McClelland.,The Achieving Society, New York.,D. Van Nostrand co., 1961.,512 pp.
10. Driver, M. (2012). An interview with Michael Porter: Social entrepreneurship and the transformation of
capitalism. Academy of Management Learning & Education, 11(3), 421-431.
11. Eisenberg, N., & Fabes, R. A. (1990). Empathy: Conceptualization, measurement, and relation to prosocial
behavior. Motivation and Emotion, 14(2), 131-149.
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compassion encourages social entrepreneurship. Academy of management review, 37(4), 616-640.
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“Our Phones become our Wallets”- A customer Perception Towards

Dine Out Mobile App at Chennai

Aloysius Amul1 & Dr. M.N.PrabaDevi2

1RetailSales Manager, Dineout, Times Internet Ltd.,
2Associate Professor, Department of Management Studies, SRM Institute of Science & Technology

“Mobile is becoming not only the new digital hub, but also the bridge to the physical world. -Thomas Husson
Emerging technology such as mobile apps are positively affecting the consumer behaviour and the
retailer benefits in an unprecedented manner. There is an exponential growth of mobile apps in a retailing
settings and this mobile apps diffusion is facilitating the interaction and easy reach of retailer and the
consumer. Mobile apps were originally offered for general productivity and information retrieval, including
email, calendar, contacts, and stock market and weather information. They are now part of every
conceivable business, irrespective of their size and number of customers.Dineout,is an mobile app used to
reserve tables and bookings focuses on having a large customer base in order to remain stable in the
market.Dineout comes at the top of the page listing in Google search when anyone searches for table
booking for restaurants as it is India’s number one table reservation app and CRM platform.Despite the huge
leap of mobile apps, there are limited empirical studies that focus on the relationship between customer
perception of performance expectation, trust, tension free and mobile apps usefulness. This study has been
undertaken on Dineout to understand the overall perception and acceptance of Dineout as an app. And also
it examined the customer perception towards Dineout in Chennai and to understand the features which
different age groups prefer.
1.1 COMPANY BACKGROUND
Dineout is India’s number one table reservation service company founded in 2012 by
AnkitMehrotra, VivekKapoor, Nikhil Bakshi and Sahil Jain based in New Delhi, India. Since its acquisition
by Times Internet Ltd in 2014 (then TimesCity), Dineout claims to have grown over 200%. According to the
company, it provides online reservations for about 6,000 restaurants around the country and serves over
2 crore diners across 11 cities as of 9 February 2019. Reservations can be made online through its website,
the Android and iOS Application, or their concierge desk. Dineout also launched a product division called
Dineout Plus primarily targeting the Premium Dining Section.Dineout acquired inResto Services Pvt Ltd in
2015. inResto Services Pvt Ltd is a restaurant management solutions startup based out of Bengaluru. The
acquisition helped Dineout to provide a dedicated platform to restaurants that would allow them to manage
a wide variety of tasks such as table reservations, food delivery, takeaways, payments processing, loyalty
programs, customer feedback, etc.
Dineout competes with other players in the restaurant discovery and table reservation space such
as Swiggy, Zomato, Clicktable, Tablegrabber, Loofre, Eazydiner, etc.
1.2 STATEMENT OF THE PROBLEM
Food apps are becoming very popular in India. Among them, Dineout is one of the largest table
reservation apps in India. Yet many people are unaware of it. People who use Dineout keep switching
between various other apps. The app has more than 6000 restaurants and and has more than 2 crore users
in the country.Dineout does many in app marketing and also conducts various promotional activities to
acquire new users. Even then many people prefer various other apps to Dineout. This research identifies the
customer perception towards dineout, and the features which make them use the app.
1.3 OBJECTIVES
 To study the customer perception towards Dineout
 To understand the features that attract the customers of different age groups
1.4 NEED FOR THE STUDY
The study was done at Dineout to identify the key areas to be enhanced in the app. To understand the user
satisfaction of Dineout and to identify the areas for improvement. This is done by engaging the users in
evaluating it. Through this, the management of Dineout can make their app even more successful and
increase their business output.
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1.5 SCOPE AND SIGNIFICANCE OF THE STUDY
The study enables Dineout to understand the places for improvement in the app to satisfy the customers’
requirements and also helps in identifying the critical success factors. The study suggests to explore new
restaurants, their menus, offers, operating hours, reviews and much more. Various other in app offers and
features are studied like Dineout Pay which allows the customer to pay the restaurant bill with the Dineout
app, and as a result the user earns 20% cashback which can be redeemed during the user’s next visit. The
management of Dineout can thus come to know the areas of improvement, and provide campaigns based on
the expectations of its customers.

2.REVIEW OF LITERATURE
2.1 NEWSPAPER ARTICLES
Consumer perceptions of the media and their advertising content: The article indicates that
consumers have very definite ideas about the media and their advertising content. They believe for example
that newspapers are the best source of shopping information, the best source of information about sources
of entertainment and that they contain the most useful advertisements of the four media included in this
study. They also feel that newspaper advertisements are the most truthful and informative, and would be
least willing to give up the advertising content of their newspaper when compared to the other media
included in this study.
When it comes to television this group indicates that it spends the greatest amount of its media time
with television, and that television is their first choice for entertainment and for world and national news.
While this group feels that television advertising is the most annoying, insulting, misleading and most in
need of government regulation, they also feel it is the most entertaining and the best source of new product
news.Radio and magazines appear to hold a very secondary position in the mind of the consumer vis-a-vis
television and newspapers. While this group indicates that magazines are the medium they spend the least
amount of time with, and the medium they could “do without,” they are also the medium which provides the
best source of information on durable goods in their opinion.
A million happy customers at Dineout's GIRF 2018: Great Indian Restaurant Festival (GIRF) is
India’s largest annual festival. It had 1 million diners across India. GIRF provides flat 50% off on all top
restaurants within the country. AnkitMehrotra, Co Founder& Business Head of Dineout said that the
company had received an overwhelming response to the second edition of the Great Indian Restaurant
Festival 2018. There was an extremely high percentage of diners who went out multiple times during the
festival which truly was the best way to fully utilize the amazing offers available to a diner during February.
Dineout consumers saved Rs.45 Cr in discounts on restaurant bills. The festival is proving to be a unique and
beneficial initiative for India's F&B industry.
2.2 INFORMATION FROM WEB
Digital Junk: Food and Beverage Marketing on Facebook: Across the pages, there was an
enormous range of activity over the month-long period of analysis. Some page administrators posted
content multiple times per day, whereas other page administrators posted no new content for the entire
month. The majority of posts across all the pages were of photographs, in which even purely text-based
posts were presented as photographs by stylizing the text as an image file. On average, page administrators
made a total of 18 original posts during the 1-month period, of which 13 (72%) were classified as
photographs. The most active page was the Monster Energy drink page, with 67 posts in 1 month. All page
posts attracted likes, shares, and comments from page members. Monster Energy had the highest total
number of likes for its posts across the 1-month period with 1 281 868 total likes, and Subway had the
highest average number of likes per post with 23 569 likes. Red Bull had the highest average of number of
shares per post with 1334 shares, and Starburst attracted the highest average number of comments per post
with 3960 comments. Given that a significant portion of Facebook users log in daily, it is unsurprising that
popular pages have high levels of activity. Super Bowl XLVII (February 3), Valentine’s Day (February 14),
and Australia Day (January 26) fell within the month of data collection. Most pages posted a Valentine’s Day-
--themed photograph, mentioned the Super Bowl in a post, and shared wishes for a Happy Australia Day,
including the international brand page for Skittles. All Australian brand pages posted patriotic Australia Day
messages that tied being Australian to the purchase and consumption of their product. For example, KFC
posted an image of the Australian coat of arms in which the central shield was replaced by a bucket of KFC
chicken (Figure 1). The image was also used to promote a KFC-sponsored performance by musicians the
Madden brothers at the Australia Day cricket match that was being aired on television that evening. The
post attracted 4069 likes, 380 shares, and 233 comments from page members.
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3. RESEARCH METHODOLOGY
3.1 SAMPLE AREA
The research was conducted covering a sample size of 120. The respondents were within
Chennai.The research process was conducted for a period of 6 weeks out of which collection of data from
the respondents took about 2 weeks. The sampling method followed here is probability sampling. The
sample is selected in a random fashion. Questionnaire is given to them and they are made to fill. The data
thus collected isanalysed and interpreted through SPSS. The respondents are selected randomly. Various
tests and analysis are done.The data used for this research is primary data. The respondents are given
questionnaires, through which the data are collected and analysed. The data is thus collected through the
responses of the sample directly.
3.2 TOOLS USED FOR ANALYSIS :
The tools used in this research via SPSS areDescriptive Statistics, and Chi-Square test
4. DATA ANALYSIS AND INTERPRETATION
4.1 DESCRIPTIVE STATISTICS
TABLE 1: AGE WISE CLASSFICATION OF RESPONDENTS
Age
Frequency Percent Valid Percent Cumulative Percent
Valid Below 25 30 25.0 25.0 25.0
25 - 35 47 39.2 39.2 64.2
35 - 45 32 26.7 26.7 90.8
Above 45 11 9.2 9.2 100.0
Total 120 100.0 100.0

Statistics
Age
N Valid 120
Missing 0
Mean 2.20
Median 2.00
Mode 2
Std. Deviation .922
Variance .850
Range 3

INFERENCE
The above table shows that 39% of the respondents are in the age group of 25-35 and 9% of the
respondents are in the age group of 45 years and above.
Most of the respondents are in the age group of 25-35.
TABLE 2: GENDER WISE CLASSIFICATION
Sex
Frequency Percent Valid Percent Cumulative Percent
Valid Male 70 58.3 58.3 58.3
Female 50 41.7 41.7 100.0
Total 120 100.0 100.0

Statistics
Sex
N Valid 120
Missing 0
Mean 1.42
Median 1.00
Mode 1
Std. Deviation .495

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Variance .245
Range 1

INFERENCE:
The above table shows that 58 % of the respondents are male and 42 % are female.
Most of the respondents are male.
TABLE 3: FOOD APPLICATIONS USED
Food apps used
Frequency Percent Valid Percent Cumulative Percent
Valid Swiggy 13 10.8 10.8 10.8
Zomato 41 34.2 34.2 45.0
Dineout 21 17.5 17.5 62.5
Eazy diner 26 21.7 21.7 84.2
Uber Eats 19 15.8 15.8 100.0
Total 120 100.0 100.0

Statistics
Food apps used
N Valid 120
Missing 0
Mean 2.98
Median 3.00
Mode 2
Std. Deviation 1.280
Variance 1.638
Range 4

INFERENCE:
The above table shows that 34% of the respondents use zomato and 18% of the respondents use
Dineout.
Most of the respondents use zomato.
TABLE 4: MOST ATTRACTIVE FEATURE OF DINEOUT
Most attractive feature of Dineout
Frequency Percent Valid Percent Cumulative Percent
Valid Offers 12 10.0 10.0 10.0
Loyalty Programs 54 45.0 45.0 55.0
Discounts 39 32.5 32.5 87.5
Cash Back 11 9.2 9.2 96.7
Table Reservation 4 3.3 3.3 100.0
Total 120 100.0 100.0

Statistics
Most attractive feature of Dineout
N Valid 120
Missing 0
Mean 2.51
Median 2.00
Mode 2
Std. Deviation .917
Variance .840
Range 4

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INFERENCE:
The above table shows that 46% of the respondents are attracted towards loyalty programs and 3%
of the respondents are attracted towards table reservation which is the salient feature of dine out.
Most of the respondents are attracted towards loyalty programs.
TABLE 5: CHI-SQUARE BETWEE AGE AND FEATURES
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Age Group * Features of Dineout 120 100.0% 0 0.0% 120 100.0%

Age Group * Features of DineoutCrosstabulation

Features of Dineout
Offers Loyalty Programs Discounts Cash Backs Table Reservation Total
Age Group < 25 7 16 7 0 0 30
25 - 35 3 19 15 8 1 46
35 - 45 0 13 16 2 2 33
> 45 2 6 1 1 1 11
Total 12 54 39 11 4 120

Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 25.715a 12 .012
Likelihood Ratio 30.550 12 .002
N of Valid Cases 120

CHART 19: AGE GROUP

Calculated Value = 25.715

Tabulated Value = 21.03
25.715 > 21.03
Calculated value > Tabulated Value
Null hypothesis is rejected.

INFERENCE
There is a relationship between age and features in Dineout. Respondents below the age of 25, 25-
35 and above 45 are attracted towards loyalty programs. While respondents between 35-45 prefer
discounts.
58 IJRAR- International Journal of Research and Analytical Reviews Special Issue
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
5. FINDINGS
 Dineout is famous among the younger generation.
 Most of the people who use these apps are in the age group of 25-35.
 Most of the respondents use Zomato, Dineout being the third most used after Swiggy.
 Dineout Pay is not very popular among the users.
 Most of the restaurants that the respondents visit isonboarded with Dineout.
 Though the users have their favorite restaurants onboard, they still visit all kinds of restaurants
through Dineout

SUGGESTIONS AND CONCLUSION

6.1 SUGGESTIONS
 Dineout can provide weekend offers since most of the users use the app during the weekends.
 Great Indian Restaurant Festival should be made even better since most of the users did not
consider it very much attractive. More marketing and advertisements should be done for GIRF.
 The app should be made user friendly.
 Since the app is used mostly during social events, offers and concessions can be provided
during bulk bookings.
 Hybrid programming app can be developed for Dineout as it would consume less space and also
load faster.

6.2 CONCLUSION
Dineout comes at the top of the page listing in “Google search” when it is searched for table booking
for restaurants as it is India’s number one table reservation app and CRM platform.This study has been
undertaken at Dineout to understand the overall perception and acceptance of Dineout as an app. For this
purpose, responses from the customers had been collected and analyzed. Based upon the findings from the
research, few valuable suggestions have been given to the management of Dineout to improve the overall
effectiveness of the app and its table reservation service in order to provide a happy experience to its
customers.

7. BIBLIOGRAPHY
1. “A Million Happy Customers at Dineout's GIRF 2018!”,www.economictimes.com, 13th March 2018.
2. “Attributes that influence the evaluation of travel dining experience: When East meets West”, Chang, R. C. Y.,
Kivela, J., &Mak, A. H. N. (2011). Tourism Management, Vol.32, Iss:2, pp.307–316.
3. “Consumer Perceptions of the Media and their Advertising Content”, Ernest F. Larkin, Pages 5-7.
4. “Customer perceptions for expectations and acceptance of an authentic dining experience in Thai restaurants”,
Sukalakamala, P., & Boyce, J. B. (2007). Journal of Foodservice, Vol.18, Iss:2, pp.69–75.

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TECHNICAL ANALYSIS- AN EFFECTIVE TOOL FOR THE INVESTORS

Dr.S.Gayathry
Professor, Department of Management Studies,
SRMIST, Vadapalani, Chennai

ABSTRACT: The prominent nature of capital market instruments forces investors to depend strongly on
fundamental factors in their investment decisions. These fundamental factors relate to the overall economy or a
specific industry or a company. The performance of the securities that represent the company can be said to
depend on the performance of the company itself. However, as companies are a part of industrial and business
sector, which in turn are a part of overall economy, the economic and industry factors can affect the investment
decision. The selection of an investment will start with fundamental analysis. Fundamental analysis examines
the economic environment, industry performance and company performance before making an investment
decision. One of the livelier and long- lasting debates in securities research is the relative merits of fundamental
research and technical research. Fundamental research focuses on identifying and analyzing the factors that
influence security prices whereas technical analysis is solely concerned with analyzing market behavior,
without concern for trying to explain it. Given the sharp differences, it is easy to understand why proponents
tend to favor one over the other. Technical analysts believe that the historical performance of Stocks and
markets are indications of future performance. Technical Analysis is the forecasting of future financial price
movements based on an examination of past price movements. Technical analysis does not result in absolute
predictions about the future with regard to forecasting. Instead, technical analysis can help investors anticipate
what is possible to happen to prices over time. This paper examines the utility of technical analysis for the
present and prospective investors.
Keywords: Capital markets, technical analysis, investment decision…

1.1. INTRODUCTION
India is one of the fastest growing economies of the world and has emerged as the world's fastest growing
wealth creator, thanks to its buoyant stock market and higher earnings. People have varied opinions about
stock market. One feels it is risky to invest in stock market, others may perceive that it is game of gambling.
Many of the investors may feel that there is a great opportunity to make profits in the stock market. The
opinion differs from person to person and investor to investor. However, looking into the recent trends in
the stock market of its volatility, if the investor asks himself about why the stock market behaved this way;
the answer is, the factors may be many. One has to develop a bird’s eye view over the stock market, and
analyze every factor with tools and techniques so that he/she may not go wrong in the investment decisions.
Nowadays many people are interested to invest in financial markets especially on equities to get high
returns, and to save tax in honest ways. Equities are playing a major role in contribution of capital to the
business from the beginning of capital markets. Since the introduction of the concept of shares, large
numbers of investors have shown interest to invest in the stock market.
The price of a security represents a consensus. It is the price at which one person agrees to buy and another
agrees to sell. The price at which an investor is willing to buy or sell depends primarily on his expectations. If
he expects the security's price to rise, he will buy it; if the investor expects the price to fall, he will sell it.
These simple statements are the cause of a major challenge in forecasting security prices, because they refer
to human expectations. As we all know firsthand, human expectations are neither easily quantifiable nor
predictable. If prices are based on investor expectations, then knowing what a security should sell for
becomes less important than knowing what other investors expect it to sell for. That's not to say that
knowing what a security should sell for isn't important, it still is.
Fundamental analysis and technical analysis can co-exist in peace and complement each other. Since all the
investors in the stock market want to make the maximum profits possible, they just cannot afford to ignore
either fundamental or technical analysis.
1.2. NON BANKING FINANCIAL CORPORATIONS- A PRELUDE
The Indian economy has been witnessing high rates of growth in the last few years. Financial requirements
have also risen commensurately and will continue to increase in order to support and sustain the
tremendous economic growth. NBFCs have been playing a complementary role to the other financial
60 IJRAR- International Journal of Research and Analytical Reviews Special Issue
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institutions, including banks in meeting the funding needs of the economy. They help fill the gaps in the
accessibility of financial services that otherwise occur in bank-dominated financial systems. The openings
are in regards the product as well as customer and geographical segments. NBFCs over the years have
played a very critical part in the economic system. They have been at the forefront of catering to the financial
needs and creating livelihood sources for the so-called un-bankable masses in the rural and semi-urban
regions. Through strong linkage at the grassroots level, they have created a medium of reach and
communication and are very effectively serving this segment. Thus, NBFCs have all the key characteristics
like other lending agencies to accomplish the mission of financial inclusion in the rural and urban area.
1.3. CHOLAMANDALAM INVESTMENT AND FINANCE COMPANY LIMITED (CIFCL)-AN INTRODUCTION
CIFCL was incorporated in 1978 as the financial services arm of the Murugappa Group. Chola commenced
business as an equipment financing company and has today emerged as a comprehensive financial services
provider offering vehicle finance, home loans, home equity loans, SME loans, investment advisory services,
stock broking and a variety of other financial services to customers. Chola operates from 703 branches
across India with assets under management above INR 35,000 Crores. The subsidiaries of Chola are
Cholamandalam Securities Limited (CSEC), Cholamandalam Distribution Services Limited (CDSL) and White
Data Systems India Private Limited (WDSI).The vision of Chola is to enable customers enter a better life.
Chola has a growing clientele of over 7.75 lakh happy customers across the nation. Ever since its inception
and all through its growth, the company has kept a clear sight of its values. The basic tenet of these values is
a strict adherence to ethics and a responsibility to all those who come within its corporate ambit.
1.4. NEED FOR THE STUDY
The fundamental and technical analysis provides the investors with ample information to decide upon
investing in that particular stock. It is also needed to assess the value of the company and its financial
performance. The analyses are needed to decide about the long and short term investments. The company
can assess its performance both in long and short term by using these analyses.
1.5. OBJECTIVES OF THE STUDY
The primary objective of the study is to explain and execute how the basic tools of technical analysis may be
applied to study overall performance and share price movements of CIFCL. The study also aims to
understand the macroeconomic environment and its impact on stock behavior. Further, it also intends to
analyse the prospects and constraints of the industry to which the firm belongs and its influence on stock
movements. Finally, the Assessment of the financial performance of the company and its effect on
performance of stock of the particular company has also been carried out.
1.6. LIMITATIONS OF THE STUDY
The discussion of the tools of fundamental and technical analysis is restricted by the time available and size
considerations for the present research. The analysis of financial statements of business enterprise gives
diagnostic indicators. The study is based on secondary data obtained from the published annual reports
which has its own limitations. One of the main limitations is that the concept of inflation is not considered
during data analysis.

2.1. REVIEW OF LITERATURE

Sreemoyee Guha Roy (2015) states that the prominent nature of capital market instruments forces
investors to depend strongly on fundamental factors in their investment decisions. These fundamental
factors relate to the overall economy or a specific industry or a company. The performance of the securities
that represent the company can be said to depend on the performance of the company itself. However, as
companies are a part of industrial and business sector, which in turn are a part of overall economy, so even
the economic and industry factors can affect the investment decision. The selection of an investment will
start with fundamental analysis. Fundamental analysis examines the economic environment, industry
performance and company performance before making an investment decision. One of the livelier and long-
lasting debates in securities research is the relative merits of fundamental research and technical research.
Fundamental research focuses on identifying and analyzing the factors that influence security prices
whereas technical analysis is solely concerned with analyzing market behavior, without concern for trying to
explain it. Given the sharp differences, it is easy to understand why proponents tend to favor one over the
other.
Suresh (2013) opines that the unique nature of capital market instruments forces investors to depend
strongly on fundamental factors in their investment decisions. These fundamental factors relate to the
overall economy or a specific industry or a company. The performance of the securities that represent the
company can be said to depend on the performance of the company itself. However, as companies are a part
Special Issue IJRAR- International Journal of Research and Analytical Reviews 61
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of industrial and business sector, which in turn are a part of overall economy, so even the economic and
industry factors can affect the investment decision. The selection of an investment will start with
fundamental analysis. Fundamental analysis examines the economic environment, industry performance
and company performance before making an investment decision.
Nada & Idor (2016) states that in the world of investing and trading, in order to have a definite advantage
and constantly create profit, you need to have a strategic approach. Generally speaking, the two main schools
of thought and strategies in financial markets are fundamental and technical analysis. Fundamental and
technical analysis differ in several aspects, such as the way of functioning and execution, the time horizon
used, the tools used and their objective. These differences lead to certain advantages and disadvantages of
each of the analyses. Fundamental and technical analysis are also a subject of critical reviews by the
academic and scientific community and many of these reviews concern the methods of their application, i.e.
the possibility of combining the two analyses and using them complementarily to fully utilize their strengths
and advantages.
Keerti & Gururaj (2015) explores the analytical tools in evaluating sectoral stocks. In particular focus has
been set to understand the genesis of fundamental and technical analysis in evaluating the sectoral stocks.
To ascertain this effectively, fundamental and technical analysis have been carried out among stocks of
selected sectors. Further, an effort has been made to develop “stock selection criteria” for stocks of these
sectors. Also, the strategies used by the investors in evaluating these sectoral stocks have been analyzed.

3.1. RESEARCH METHODOLOGY

Descriptive and Analytical type of research has been used for the purpose of study. Secondary data has been
collected from the financial records of the company.
3.1.1.Period of Study –
The period of the study is FY 2017 - 2018 for technical analysis.
3.1.2. Tools for Analysis –
Statistical Tools: Moving Average – Simple and Exponential, Trend Analysis of stock.

4.1. DATA ANALYSIS AND INTERPRETATION

4.1.1. TECHNICAL ANALYSIS
TABLE 4.1.1.A.SIMPLE MOVING AVERAGE
Week Weekly Closing 10 weekWeek Weekly Closing 10 week
Moving Moving
Average Average
1 739.4 26 1200.85 1120.43
2 740.4 27 1199.35 1131.315
3 797.95 28 1180.35 1138.94
4 878.65 29 1115.15 1147.365
5 890.5 30 933.75 1148.05
6 877 31 980.35 1124.905
7 873.4 32 960.6 1112.145
8 1027 33 923.25 1100.83
9 996 34 867.3 1085.76
10 921.35 35 852.65 1058.845
11 929.45 874.165 36 913.65 1021.36
12 946.2 893.17 37 948.65 992.64
13 962.55 913.75 38 943.8 967.57
14 956.35 930.21 39 946.45 943.915
15 1020.35 937.98 40 986.45 927.045
16 1092 950.965 41 1025.3 932.315
17 1123.1 972.465 42 1049.3 936.81
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18 1096.1 997.435 43 1006.15 945.68
19 1108.3 1004.345 44 1020.8 953.97
20 1165.2 1015.575 45 972.4 969.32
21 1107.95 1039.96 46 937.15 981.295
22 1073.75 1057.81 47 993.2 983.645
23 1073.95 1070.565 48 997.3 988.1
24 1136.45 1081.705 49 954.5 993.45
25 1227.5 1099.715

This table shows that the simple moving average is on an increasing trend till the 30th week and from then
on it is decreasing till the 39th week. The SMA is seen to be gaining a little momentum from the 40th week
and is on the improving side.
TABLE 4.1.1.B.EXPONENTIAL MOVING AVERAGE
WEEK CLOSING A 1-A EMA WEEK CLOSING A 1-A EMA
PRICE PRICE
1 739.4 - 26 1200.85 0.07 0.93 1225.53
2 770.25 0.67 0.33 759.97 27 1199.35 0.07 0.93 1200.74
3 797.95 0.50 0.50 784.10 28 1180.35 0.07 0.93 1198.04
4 878.65 0.40 0.60 830.23 29 1115.15 0.07 0.93 1176.00
5 890.5 0.33 0.67 882.60 30 933.75 0.06 0.94 1103.45
6 877 0.29 0.71 886.64 31 980.35 0.06 0.94 936.66
7 873.4 0.25 0.75 876.10 32 960.6 0.06 0.94 979.15
8 1027 0.22 0.78 907.53 33 923.25 0.06 0.94 958.40
9 996 0.20 0.80 1020.80 34 867.3 0.06 0.94 920.05
10 921.35 0.18 0.82 982.43 35 852.65 0.06 0.94 866.49
11 929.45 0.17 0.83 922.70 36 913.65 0.05 0.95 855.95
12 946.2 0.15 0.85 932.03 37 948.65 0.05 0.95 915.49
13 962.55 0.14 0.86 948.54 38 943.8 0.05 0.95 948.40
14 956.35 0.13 0.87 961.72 39 946.45 0.05 0.95 943.93
15 1020.35 0.13 0.88 964.35 40 986.45 0.05 0.95 948.40
16 1092 0.12 0.88 1028.78 41 1025.3 0.05 0.95 988.30
17 1123.1 0.11 0.89 1095.46 42 1049.3 0.05 0.95 1026.42
18 1096.1 0.11 0.89 1120.26 43 1006.15 0.05 0.95 1047.34
19 1108.3 0.10 0.90 1097.32 44 1020.8 0.04 0.96 1006.80
20 1165.2 0.10 0.90 1113.72 45 972.4 0.04 0.96 1018.70
21 1107.95 0.09 0.91 1160.00 46 937.15 0.04 0.96 970.90
22 1073.75 0.09 0.91 1104.98 47 993.2 0.04 0.96 939.49
23 1073.95 0.08 0.92 1073.77 48 997.3 0.04 0.96 993.37
24 1136.45 0.08 0.92 1078.95 49 954.5 0.04 0.96 995.59
25 1227.5 0.08 0.92 1143.45

Moving average line is compared with the stock price line to identify buy or sell signals.
 When the market price line cuts the moving average line from below it is a buy signal.

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 If the market price line cuts the moving average line from above, it is a sell signal.

The closing price line cuts the moving average line from above at closing prices 878.65, 1027, 1020.35, 1092,
1123.1, 1165.2 and 1136.45 which is a sell signal.
The closing price line cuts the moving average line from below at closing prices 921.35, 1096.1, 1107.95 and
1073.75 which is a buy signal.
TABLE 4.1.1.C.RELATIVE STRENGTH INDEX
Apr-17 Aug-17 Dec-17
AVG GAIN/DAY 13.33 AVG GAIN/DAY 19.29 AVG GAIN/DAY 31.04
AVG LOSS/DAY 6.34 AVG LOSS/DAY 11.52 AVG LOSS/DAY 18.31
RS 2.10 RS 1.67 RS 1.70
RSI 67.77 RSI 62.61 RSI 62.90
May-17 Sep-17 Jan-18
AVG GAIN/DAY 17.35 AVG GAIN/DAY 15.53 AVG GAIN/DAY 15.53
AVG LOSS/DAY 6.43 AVG LOSS/DAY 23.03 AVG LOSS/DAY 10.46
RS 2.70 RS 0.67 RS 1.48
RSI 72.96 RSI 40.27 RSI 59.75
Jun-17 Oct-17 Feb-18
AVG GAIN/DAY 16.16 AVG GAIN/DAY 16.86 AVG GAIN/DAY 9.24
AVG LOSS/DAY 10.44 AVG LOSS/DAY 12.93 AVG LOSS/DAY 9.28
RS 1.55 RS 1.30 RS 1.00
RSI 60.75 RSI 56.61 RSI 49.90
Jul-17 Nov-17 Mar-18
AVG GAIN/DAY 14.04 AVG GAIN/DAY 24.15 AVG GAIN/DAY 13.76
AVG LOSS/DAY 5.07 AVG LOSS/DAY 28.39 AVG LOSS/DAY 13.23
RS 2.77 RS 0.85 RS 1.04
RSI 73.45 RSI 45.97 RSI 50.98

The above table indicates that the relative strength index for FY 2917-18. The RSI has the same trend till
August 2017, and is seen to be dropping drastically in the month of September 2017. Fro then on it is seen to
be having an increasing trend.

5.1. FINDINGS OF THE STUDY

5.1.1. Simple Moving Average:
The simple moving average graph does not show any frequent buy or sell signals. From the 10th week till
the 29th week, the simple moving average was well below the closing price line. When price is in an uptrend
and subsequently, the moving average is in an uptrend (i.e. the moving average is serving as a support line),
it is a potential buy signal for the investors. But, from the 30th week to the 37th week, the simple moving
average was above the closing price line. At times when price is in a downtrend and the moving average is in
a downtrend as well (i.e. the moving average is serving as a resistance line), it is a potential sell signal.
5.1.2. Exponential Moving Average:
The EMA line shows frequent buy and sell signals for the time period. There were many weeks where the
moving average was above than the closing price and also those days where the moving average was below
the closing price. Frequently, traders hold a long position (buy) when the price of a stock is trading above
the moving average and a short position (sell) when the stock price trades below the moving average.
5.1.3. Relative Strength Index:
The relative strength graph shows that there were 2 months where the shares were over bought, those being
May 2017 and July 2017. This could be due to the announcement of quarter 4 results with a 42% hike in
their net profits, in May. It can also be the fact that the company hit the 52 week high and was 1 among the

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Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
list of best companies to invest in, issued by The Economic Times. In October the company released their
quarter 2 results with a 38% hike in net profit, mainly due to the drop in vehicle NPA’s.
There was a major slump in the RSI in the month of September 2017 where the shares were oversold. This
could be the news that the company has been opening new branches in many remote locations which did not
seem to impress the investors. This could also be due to other internal reason which is unknown to the
researcher.

6.1. CONCLUSION
Technical analysis holds that no investment decision should be without processing and analyzing all relevant
information. Its strength lies in the fact that the information analyzed is real as opposed to hunches or
assumptions. The study undertaken at Cholamandalam Investment and Finance Company Limited has
shown that the company is doing a good performance in the stock market. Although there are some
shortcomings, the company’s profits have been on a continuous growth trend. The liquidity position, short
term solvency position and profitability of the company are satisfactory. The progress made by the company
during recent years is exceptional. The company is growing in an efficient manner. Knowledge of the stock
markets is the key to the success and emphasis should be on managing trading risk while technical analysis
can help you to control them.

REFERENCES
1. Sreemoyee Guha Roy (2015), “Equity Research: Fundamental and Technical Analysis”, International Journal of
Science and Research, Volume 4, Issue 9, Page 272-275
2. Suresh (2015), “International Journal of Marketing, Financial Services & Management Research”, Volume 2,
Issue 5, Page 44-59
3. Nada Petrusheva & Igor Jordanoski (2016), “Comparative Analysis Between The Fundamental And Technical
Analysis of Stocks “,International Journal of Process Management – New Technologies, Volume 4, Issue 2, Page
26-31.
4. Keerti Gururaj Kulkarni, & Gururaj Anand Kulkarni (2013), “Fundamental Analysis vs. Technical Analysis : A
choice of Sectoral analysis”, International Journal of Engineering and Management Sciences , Volume 4, Issue 2,
Page 234-246

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SUSTAINABLE DEVELOPMENT THROUGH EFFECTIVE PHARMACEUTICAL

INDUSTRIAL MANAGEMENT: A REVIEW ANALYSIS

Pradhyuman Singh Lakhawat, PhD* & Deva Raj Badugu, PhD** & Harshit Eric Williams,
PhD***
*Assistant Professor, SHUATS
**Director, DCPC, SHUATS
***Assistant Professor, SHUAT

ABSTRACT: Awareness about sustainability isan important issue of discussion in present scenario of India.
Pharmaceutical industry has rapidly grown over the last decades. The reasons for this development are
governmental policies, environmental factors, education and awareness about the pharmaceutical
entrepreneurship development in India. Indian pharmaceutical industry is estimated to account for 3.1 – 3.6 per
cent of the global pharmaceutical industry in value terms and 10 per cent in volume terms. It is expected to
grow to US$100 billion by 2025. The market is expected to grow to US$ 55 billion by 2020, thereby emerging as
the sixth largest pharmaceutical market globally by absolute size. Branded generics dominate the
pharmaceuticals market, constituting nearly 80 per cent of the market share (in terms of revenues). The sector
is expected to generate 58,000 additional job opportunities by the year 2025, (IIHMR, 2018). Now, it is proved
that Indian pharmaceutical industry is growing continuously and contributing for the growth of country’s
economy, But on the other hand over industrialization is generating the threats for environment also and lack
of transparency in pharmaceutical supply chains makes it almost impossible to map the journey of a
pharmaceutical product from factory to patients. Measuring a drug’s environmental impact is particularly
challenging where various stages of production are outsourced to suppliers in under- or poorly regulated
markets. Rules and regulations of ICMR or Department of Pharmaceuticals, GoI, focus on drug safety but do not
currently oblige companies to put in place environmental safeguards when producing their drugs, as is
explained further below. Present study is focusing on the relationship between pharmaceutical industrialization
and sustainable development of the nation.

Keywords: Sustainable Pharmaceutical Management, Effective Pharmaceutical Management, Environment Friendly

Production Practices of Drugs.

1. Introduction between environment and pharmaceutical

Environmental sustainability is a growing concern industry. The Indian pharmaceutical industry is
in modern Indian industries, and the taking the steps towards use of medicine more
pharmaceutical industry is not an exception. sustainable through both significant and relatively
Facilities and operations that are designed to minor changes.
conserve resources, such as energy, air treatment
and water treatment, can improve a company’s 2. Pharmaceutical Industry: A Threat for
“green” image as well as reduce its manufacturing Sustainability
and environmental costs. Although there are some Over-industrialization caused many threats tour
instances where GMP requirements may not be ecosystem, the mismanagement of pharmaceutical
the most energy or water-conserving mode of industrialization cause numerous somber threats to
operation, it is possible to attain both GMP ecosystem and sustainability like:
compliance and efficiency, many researchers 2.1 Men, Medicines and Ecosystem
already studied that most of the pharmaceutical The medicines which we are consuming naturally
companies have already taken steps toward enter in our ecosystem, because our body turns
reducing wastage of water, energy, and proper them into the waste, and waste dispose into the
treatment of industrial waste, as a result they are soil. This issue becomes exacerbated when people
improving carbon footprint. [13]The Indian intentionally dispose of unused medicine by
pharmaceutical industry has anextensive impact flushing it down the drain.Although our natural
on the environment, especially when the materials water treatment systems are designed to take
used to make them and the chemicals that contaminants out of our wastewater before we re-
comprise make their way directly into the introduce to the natural environment, some still
environment. So it is a synergetic relationship get through. These contaminants, which include
66 IJRAR- International Journal of Research and Analytical Reviews Special Issue
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
those in medications, can damage the ecosystems 2.4 Air
they end up in.for example, contraceptives can There are various factors causing air pollution, but
hamper the ability of fish to reproduce, reducing what comes from pharmaceutical industries and
their population size, and another very common is factories is often considered a prime factor in air
resistance of mosquitoes. Once those chemicals pollution. [2]According to a study conducted by the
find their way into the water, they enter the food Environmental Protection Agency, (EPA,2018) it
chain and eventually impact animals that live on has been found that industrial pollution accounts
land too, including humans.Plants will absorb the for approximately 20 percent of the pollution in the
chemicals from human medication’s waste. pharmaceutical industry. There are numerous
Animals then eat these plants or drink the water serious ecological implications and health risks
and ingest the contaminants. Humans might drink associated with pharmaceutical industrial air
the water or eat the plants or animals, making pollution. Some of them are discussed at length
pollution from pharmaceuticals a human health below.
hazard as well. [15] This problem becomes worse
in the summer when livestock such as cattle 3. Effective Pharmaceutical Management for
require two to three times as much water as they Sustainability
do during other times of the year. As it is observed by several researchers and
2.2 Water management practioners that ineffective use
Drinking water, is a crucial input to medicine pharmaceutical managerial practices, this industry
manufacturing, is expected to become an become the biggest threat for society and
increasingly limited resource in ecosystem, which sustainable development. But there are some
means its cost will rise. Discharge of polluted remedies which can be useful for managing the
water from some API manufacturing facilities, sustainability by effective pharmaceutical
particularly effluents that could cause industrial management.
antimicrobial resistance, is also a growing concern 3.1 Proper Disposal of Medicines
that is beginning to be addressed [5]. In November If you have unused medications that you need to
2016, German scientists found that all of the get rid of, don’t flush them down the drain or
specimens collected from sampling sites in the throw them straight into the trash. Food and Drug
direct environment of bulk drug manufacturing Administration (FDA) recommendmixing them
facilities in Hyderabad and nearby villages, known with something unpalatable such as dirt, kitty
as the Patancheru-Bollaram zone, were litter or coffee grounds in a plastic bag that you
contaminated with antimicrobials. They also can seal. This disguises the drugs and prevents
found 95% contained worryingly high levels of pets from getting into them. You can then throw
bacteria and fungi resistant to antibiotic drugs. the bag away.If you are a throwing away a
These findings led the researchers to conclude: prescription medication container, be sure to
“Inefficient wastewater management by bulk drug scratch out all potentially identifying information
manufacturing facilities leads to unprecedented to protect your privacy and identity.
contamination of water resources with 3.2 Using Medicines More Sustainably
antimicrobial pharmaceuticals, which seems to be This is the different and significant option for
associated with the selection and dissemination of reducing the impact of medicine has on the
producing pathogens.” (The Infection journal, environment is to use less of it or use more
2017). environmentally friendly medications. [1]To use
2.3 Energy less medicine, only use it when you truly need it
and try substituting natural remedies for
Although different types of pharmaceutical pharmaceuticals. Reach for naturally derived
manufacturing processes use energy in different treatments such as essential oils, vitamins, herbs
amounts, HVAC (heating, ventilation, and air or a cup of hot tea. As a long-term strategy, regular
conditioning) systems, used to control the air exercise and a healthy diet can do wonders in
quality of the process environment, consume improving your overall health and decreasing
more energy than any other system across all your need to take medicines. [3]
types of manufacturing. In API manufacturing, for 3.3 Effective use of energy
example, HVAC may account for 35–40% of There are some straightforward methods for
manufacturing site energy use, and in drug reducing HVAC energy use, often using existing
product manufacturing, HVAC may account for systems and reengineering or optimizing them.
60–75%, says Keith Beattie (2019). “The first step is to minimize the quantity of air
used,” suggests Beattie. “Cleanrooms often use
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higher air change rates than required to meet 5. Research limitations
their classification, and reducing air flow by even The paper is formed on the basis of voluntarily
a small amount can result in significant savings.” A reported activities and published documentation,
second step is to minimize the energy going into therefore, it does contain a potential for bias.
conditioning of the air. Systems can be set back or
even switched off when not needed, and widening 6. Conclusion
the set points for temperature and humidity can United Nations’ (UN) Sustainable Development
allow the system to run more efficiently. Goals (SDGs) – Goal 3 speaks specifically of
Conditioning more efficiently—using high- improving access to medicines for patients who
efficiency motors and fans, for example—also need them most and ensuring healthy lives for
creates energy savings. Finally, says Beattie, all.On the other hand pharmaceutical industries
companies should maintain their systems by facing challenge in terms of accommodating even
monitoring, optimizing, and not neglecting more demanding production schedules and
mechanical maintenance. product variety in the most sustainable way
possible. [9]Recently most of the Pharmaceutical
4. Modern Approaches for Sustainable manufacturers implementing packaging solutions
Pharmaceutical Management that minimize the environmental impact, build
4.1 Consultancy services sustainability practices into the development of
In the modern era there are several consultancy new and efficient delivery systems.Modern
organizations available for pharmaceutical Pharmaceutical companies are working tirelessly
industry to help plan, manage and achieve to reduce the amount of power, air or water used
sustainability goals.Intertek is an US based on a line.
consultancy service provider supports the The business of sustainability remains an
pharmaceutical and medical device sector to important aspect of pharmaceutical and medical
achieve regulatory compliance and to plan and device companies for a number of reasons. A
manage sustainability goals. This includes recent report from the Boston Consulting Group
supporting manufacturers to be more efficient in (2017) found that pharmaceutical companies that
their processes by using resources more have more ethical operations are more profitable
efficiently, assisting them with required and valued than their competitors. In fact, to
regulatory compliance, or helping them to develop reduce the risks associated with environmental,
tailored programs to manage their supply chain, social, and governance issues, investors are
disposal of waste, energy and water footprint or increasingly evaluating a company’s sustainable
having greener and more efficient buildings and business practices before they buy shares
facilities. [8]
4.2 Measuring the Carbon Footprint References
1. Abulencia CB, Wyborski DL, Garcia JA, Podar
Key sustainability activities can be measured
M, Chen W, Chang SH, Chang HW, Watson D,
using industry-accepted methodologies and Brodie EL, Hazen TC and others.
protocols, including the Global Reporting Initiative Environmental whole-genome amplification to
(GRI), [6] the world’s most widely used access microbial populations in contaminated
sustainability reporting framework, and the sediments. Applied and environmental
Greenhouse Gas Protocol, an accounting tool for microbiology, 2006, 72(5):3291-301.
understanding, quantifying, and managing 2. Acar J, Goldstein F. Trends in bacterial
greenhouse gas emissions. resistance to fluoroquinolones. Clinical
4.3 Sustainability for the Supply Chain [5] Infectious Diseases, 1997, 24(Supplement
1):S67-S73.
This is the time when companies and their
3. Allen HK, Moe LA, Rodbumrer J, Gaarder A,
suppliers to meet global green regulatory Handelsman J. Functional metagenomics
requirements. Several organizations as a reveals diverse beta-lactamases in a remote
consultancy service provider helping the Alaskan soil. The ISME journal, 2009,
pharmaceutical firms to comprehensive 3(2):243-51.
assessment, product testing, validation, product 4. Bennett PM. Plasmid encoded antibiotic
certification, and consulting services to assist resistance: acquisition and transfer of
companies successfully achieve green supply antibiotic resistance genes in bacteria. British
chain management. [11] journal of pharmacology, 2008, 153 Suppl
1:S347-57.
5. Benotti MJ, Trenholm RA, Vanderford BJ,
Holady JC, Stanford BD, Snyder SA.
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
compounds in US drinking water. 11. Jobling S, Coey S, Whitmore JG, Kime DE, Van
Environmental science & technology, 2008, Look KJ, McAllister BG, Beresford N, Henshaw
43(3):597-603. AC, Brighty G, Tyler CR and others. Wild
6. Berner YN, Shike M. Consequences of intersex roach (Rutilus rutilus) have reduced
phosphate imbalance. Annual review of fertility. Biology of reproduction, 2002,
nutrition, 1988, 8:121-48. 67(2):515-24.
7. Cheng AC, Turnidge J, Collignon P, Looke D, 12. Knapp CW, Dolfing J, Ehlert PAI, Graham DW.
Barton M, Gottlieb T. Control of Evidence of Increasing Antibiotic Resistance
fluoroquinolone resistance through successful Gene Abundances in Archived Soils since
regulation, Australia. Emerging infectious 1940. Environmental science & technology,
diseases, 2012, 18(9):1453-60. 2009, 44(2):580-587.
8. Cui CW, Ji SL, Ren HY. Determination of steroid 13. Sturve J, Almroth BC, Förlin L. Oxidative stress
estrogens in wastewater treatment plant of a in rainbow trout (Oncorhynchus mykiss)
controceptives producing factory. exposed to sewage treatment plant effluent.
Environmental monitoring and assessment, Ecotoxicology and environmental safety, 2008,
2006, 121(1-3):409-19. 70(3):446-52.
9. Desbrow C, Routledge E, Brighty G, Sumpter J, 14. Wang M, Guo Q, Xu X, Wang X, Ye X, Wu S,
Waldock M. Identification of estrogenic Hooper DC. New plasmid-mediated quinolone
chemicals in STW effluent. 1. Chemical resistance gene, qnrC, found in a clinical
fractionation and in vitro biological screening. isolate of Proteus mirabilis. Antimicrobial
Environmental science & technology, 1998, agents and chemotherapy, 2009, 53(5):1892-
32(11):1549-1558. 7.
10. Fick J, Lindberg RH, Parkkonen J, Arvidsson B, 15. Zhang T, Zhang XX, Ye L. Plasmid metagenome
Tysklind M, Larsson DGJ. Therapeutic levels of reveals high levels of antibiotic resistance
levonorgestrel detected in blood plasma of genes and mobile genetic elements in
fish: results from screening rainbow trout activated sludge. PloS one, 2011,
exposed to treated sewage effluents. Environ 6(10):e26041.
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An Analysis of Performance of IPO companies listed in NSE

Dr. Ranjan Jaykant Sabhaya

Assistant Professor, S. R. Luthra Institute of Management, Surat, Gujarat.
(Affiliated to Gujarat Technological University, Ahmedabad)

ABSTRACT: Initial Public Offer (IPO), is the first sale of shares by the privately owned company to the public.
The companies going public raises funds through IPO for working capital, debt repayment, acquisitions, and a
host of other uses.The investor can apply for IPO Stocks by filling an IPO Application Form. These forms are
usually available with stockbrokers for free. The investor can also apply for IPO Stocks online through Online
Stock Brokers like ICICI bank, Share Khan, and Reliance Money.
This research paper has two objectives to achieve. One is to measure the performance of IPO for the short run
and second is to measure the performance of IPO for the long run. To achieve these two objectives, data have
been collected from the date of listing to 3 months & 6 months for short period and from the date of listing to 12
months,24 months and 36 months for long period. Data has been collectedfrom the National Stock Exchange of
60 companies which went for IPO during 2012 - 2016. These data have been analyzed by using Raw Return and
Market Adjusted Excess Return and Wealth Relative value to achieve the research objectives.

Keywords: IPO, Raw Return and Market Adjusted Excess Return

Introduction
An initial public offering (IPO) is the first time that the stock of a private company is offered to the public.
IPOs are often issued by smaller, younger companies seeking capital to expand, but they can also be done by
large privately-owned companies looking to become publicly traded. An initial public offering (IPO) is the
first time that the stock of a private company is offered to the public. IPOs are often issued by smaller,
younger companies seeking capital to expand, but they can also be done by large privately-owned
companies looking to become publicly traded. An IPO can be done either through a fresh issue of shares or
through an offer for sale of existing shares to investors.
If fresh shares are issued, the company's fresh capital is injected into the business and its equity base
increases. The stake of existing investors in the company decreases, to that extent. When existing
shareholders of the company sell equity shares that they own, then it is called an offer for sale.
It is the very first sale of stock issued by a company to the public. Prior to an IPO the company is considered
private, with a relatively small number of shareholders made up primarily of early investors (such as the
founders, their families and friends) and professional investors (such as venture capitalists or angel
investors). The public, on the other hand, consists of everybody else – any individual or institutional
investor who wasn’t involved in the early days of the company and who is interested in buying shares of the
company. Until a company’s stock is offered for sale to the public, the public is unable to invest in it. one can
potentially approach the owners of a private company about investing, but they're not obligated to sell you
anything. Public companies, on the other hand, have sold at least a portion of their shares to the public to be
traded on a stock exchange. This is why an IPO is also referred to as "going public. “An IPO is also referred to
as a public offering. When a company initiates the IPO process, a very specific set of events occurs.

Literature Review
Pradeepta Kumar Samata, Shikhar Dam, Rishi S Saluja, Shubham Bansal and Nimit Chhabra in their
research paper presented in IUP journal of management research (2018) studied and identified factors
which indicate short term performance of IPO issued for subscription in India during 2009 to 2013 by the
way of Market Abnormal Excess Returns and also the regression analysis was used and results reveled that
there is no significant relation was found between MAER and issue price, issue size and subscription
duration.
Ramesh and P. S. S. (2015) examined the performance of the Indian IPOs listed on National Stock
Exchange (NSE) and that entered in the primary capital market during May 2007 to December 2011 and
reveled that there exists overpricing in the Indian Primary Capital Market and overpricing is more prevalent
in the long run time period than in the short run.

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Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
Samanta and Pradeepta Kumar in their research paper presented in IUP Journal of Management
Research (2018) and studied the Short-Run Performance Analysis of IPOs in the Indian Market The
purpose of this paper is to study the short-term performance of 117 IPOs issued for subscription in India
during 2009-2013 by way of Market Abnormal Excess Returns (MAER) and identify the factors which affect
their performance and reported that that the IPOs generally perform poorly in the long-term but offer good
short-term returns .
Dhamija, Sanjay, and Ravinder Kumar Arora in their research paper on Determinants of Long-run
Performance of Initial Public Offerings: Evidence from India (2017).They examined the long-run
performance of 377 initial public offerings (IPOs) made by Indian companies during the period 2005–2015.
The results show that the Indian IPOs outperform the broad market initially followed by significant
underperformance in the long run.37 per cent of the IPOs provided negative IERs.
Suri, Ashish Kumar and Bhupendra Hada in there research paper on "Performance analysis of initial
public offerings in India" and which was published in Journal of Management Research(2018).They
analyzed the performance of the IPO’s for two periods January 2011- May 2014 and June 2014-June 2017.
The results of the study shows that the performance of the IPO’s launched during the period 2011-May 2014
significantly differs from the performance of the IPO’s which were launched between June 2014-June 2017.
Handa, Rekha and Balwinder Singh in there research paper on "Performance of Indian IPOs: An
Empirical Analysis” and which was published in Global Business Review (2017). They studied the 404
Indian IPOs and their board structures and ownership attributes using IPO prospectuses. Corporate
governance measures have a miniscule contribution in explaining the underpricing of Indian IPOs and
indicating that investors do not incorporate these as a major consideration in their investment decision.

Objectives of the study

1. To measure the performance of IPO for the short run, that is from the date of listing to 3 months
and 6 months on the National Stock Exchange by using Raw Return and Market Adjusted Excess
Return and Wealth Relative.
2. To measure the performance of IPO for the long run, that is from the date of listing to 12 months,24
months and 36 months on the National Stock Exchange by using Raw Return and Market Adjusted
Excess Return and Wealth Relative.
Research Methodology
This research is descriptive in nature. The study has analyzed the pricing performance of Indian companies,
which are listed on NSE for IPOs during the period of 2012 - 2016. there are total 75 companies who had
gone for IPOs during the mentioned period, but some of the companies have withdrawn their IPOs because
of some unavoidable circumstances. So after excluding these kinds of companies, there are 60 companies
left with proper availability of data. Ultimately sample size for the study is 60 Indian Companies which are
listed on NSE and gone for IPOs during the period of 2012 - 2016. List for the same is mentioned in
annexure.
The blow figure shows the Number of IPOs offered during period of Year 2012 to Year 2016.

[ Figure -5.1 -Initial Public Offerings from 2012-16] (Source – NSE Website)

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Sampling:
The sample selected for the study is based on the following criteria:
Companies listed on NSE and having a trading history of up to a period of 3 years (2012-16) are considered
for the short and long run analysis. There are 60Companies which are gone for IPOs and price history is
available on the NSE during the period of the study are considered. Data regarding Issue price, listing price
and listing date are considered. The instrument of issue is equity share. S&P CNX Nifty was selected as the
Market Index for the study.
Data Collection:
Secondary data have been used in order to analyse the price performance of the Indian IPOs. The
information regarding Issue price, listing date, listing price, prices of IPOs for the different time intervals,
i.e., three months, six months and one year, two years and three years and the market index (S&P CNX Nifty)
for the same periods/dates have been taken from the National Stock Exchange of India website. Listing price
of the IPOs are collected from the Money control.
Data Analysis Tools & Techniques.
Price performance:
The short term performance has been calculated as the difference between the closing price on the first day
trading and offer price and divided by the offer price. The result figure was multiple by 100 to set the figure
in percentage.

Where,
R_Ret.t = Initial return or raw return for stock at time t after listing day
Pt = Closing price at time t
Po = Closing price on Listing day
Similarly,themarketadjustedexcessreturnsarecalculatedforthegiventimeperiodsbyusingtheformula:

Where,
MAER = Market adjusted excess return at the end of time period t
M1 = Closing value of Market Index at time period t
Mo = Closing value of Market Index on listing day
The average of the R_Return values, for all securities gives the return on days 't' for the sample.
To analyse performance, another measure, Wealth Relative Index (WR) has been used. The magnitude of
this measure is an indication of the performance of IPO's vis-à-vis the market. A wealth relative greater than
unity implies that IPO's outperformed the market in that period, while a wealth relative below 1 indicates
under-performance of the IPOs.
When an IPO outperforms the market it means that it has given higher returns than the market returns,
which implies that it was underpriced previously and when it gained its actual worth in the market it
outperformed the market in terms of returns.
Wealth Relative (WRit) for a sample of 'n' stocks at time t is calculated by using the formula:

(iii)
Where,
R_Rett = R_Ret. / 100
72 IJRAR- International Journal of Research and Analytical Reviews Special Issue
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
MR_Rett = MR_Ret. / 100
N = Total number of IPOs in the sample

Findings from data analysis:

 The maximum raw return an investor can earn in short run (3 months) is 86.37%, which is 1%
more than the market return. Where as investor bare 1.1% of more loss than the market loss.
 The maximum raw return an investor can earn in short run (6 months) is 106.77%, which is 1%
more than the market return. Where as investor bare 0.96 % of more loss than the market loss.
 The maximum raw return investor can earn for 24 month is 2.5 times more than the 12 month
return.
 The 36 months of holding of IPO gives a positive raw return up to 866.15, compare to market return
799.
 As per the wealth relative value of IPO for 2012 to 2016 is more than 1 which state that IPO
performance is gradually increased over a period of time.
 There is no difference between Listing price and Posting Listing price after 3 Months. So, it will be
advanceable for investor to hold equity for long term period. And after that result reveled that there
is price difference in the long run.
 The average raw return of the companies on listing day is at 13.75 which is lower than the market
adjusted excess return which is at 14.55.
 There are many companies like - PC jewelers-Mart Limited, Repco Home Finance Limited, whose
initial raw return is less compare to make return on 3 month after listing. But their raw return is
more over a period of time.
 If any investor an invest in IPO than they get maximum of 62.88% raw return on listing day and
minimum of 9.3% of raw return. And if investor holds the equity for 36 months then they have to
bare minimum loss of 70.9% raw return and also, they can able to earn up to 263.17% of raw
return.
 There are mainly six parameters from the analysis found that which the investor considers
important while investing in IPO. They are as follow – Corporate governance and company
performance, Image of the company, Goodwill of the broker, Expectation of Investors.
Conclusion
The Initial Public Offerings (IPOs) are one of the most researched areas in finance as it attracts lot of public
interest. Going public calls for a careful consideration and analysis. It involves huge investment and risk.
Hence, such decisions are taken by the companies with utmost care and precision. The study tried to find
the listing day and post listing performance of IPO during January 2012-December 2016. The data consisted
of 60 companies listed on the National Stock Exchange. So, to conclude our study we can say that one can
take into consideration the effect of issue price on the prices of shares after listing of 3month,6month,12
month and up to 3 year and sometime down the line. One can know what our price will be roughly if we
issue the share at some specific price. In a nutshell IPOs have proven to be advantageous for investors who
invest with a short run perspective as well who invest for long term perspective.

Bibliography
 Dhamija, Sanjay, and Ravinder Kumar Arora. "Determinants of Long-run Performance of Initial Public
Offerings: Evidence from India." Vision 21.1 (2017): 35-45. "Determinants of Long-run Performance of Initial
Public Offerings: Evidence from India." Vision 21.1 (2017): 35-45.
 Dutta, Anupam. "Reassessing the long-term performance of Indian IPOs." Journal of Statistics and Management
Systems 19.1 (2016): 141-150.
 Handa, Rekha, and Balwinder Singh. "Performance of Indian IPOs: An Empirical Analysis." Global Business
Review 18.3 (2017): 734-749.
 Harshadbhai Mehta, Disha. "Initial Performances of IPOs in India: Evidence from 2010-14." Initial
Performances of IPOs in India: Evidence from 14 (2010).
 Hawaldar, Iqbal Thonse, KR Naveen Kumar, and T. Mallikarjunappa. "Pricing and performance of IPOs:
Evidence from Indian stock market." Cogent Economics & Finance(2018): 1420350.
 Jindal, Mani. "Risk and Return Performance of IPOs: An Analysis." Indian Journal of Research in Capital Markets
4.2 (2017): 61-70.
 Khurana, Simmi, Shalini Aggarwal, and Amit Bagga. "Analysis of IPO Performance Wealth Creators or
Destroyers: An Indian Perspective." BVIMSR’s Journal of Management Research 8.2 (2016): 137.
 LALWANI, SHREYA, and PREKSHA LALWANI. "Listing Day Performance of IPOs During 2012-2016." (2016).

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UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
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 Mumtaz, Muhammad Zubair, Zachary A. Smith, and Ather Maqsood. "An examination of short-run performance
of IPOs using Extreme Bounds Analysis." Estudios de Economía 43.1 (2016).
 Murthy, K. V.Bhanu, and Amit Kumar Singh."Short-Run Performance of IPO Market in India." International
Journal of Financial Management 4.2 (2014)
 Murthy, KV Bhanu, Amit Kumar Singh, and Lovleen Gupta."Long-Run Performance of IPO Market in India."
International Journal of Financial Management 6.1 (2016).
 Patel, Samveg. "The effect of macroeconomic determinants on the performance of the Indian stock market."
NMIMS Management Review 22.1 (2012): 117-127.
 Ramesh, B., and P. S. S. Dhume. "Performance analysis of initial public offering in Indian context." (2015).
 Ramesh, B., and Pournima Dhume. "Performance analysis of initial public offering in Indian context." (2015).
 Rani, Poonam, and K. P. Kaushik. "Underpricing, Firm's Accounting Information and Grading of IPOs: An
Empirical Analysis of Indian Private Sector." IUP Journal of Applied Finance 21.1 (2015): 84.
 Saluja, Rishi S., and Shikhar Dam. "Performance Analysis of IPOs in the Indian Market." ASBM Journal of
Management10.2 (2017): 48-63.
 Samanta, Pradeepta Kumar, et al. "Short-Run Performance Analysis of IPOs in the Indian Market." IUP Journal
of Management Research 17.1 (2018): 7-23.
 Samanta, Pradeepta Kumar, et al. "Short-Run Performance Analysis of Ipos in the Indian Market." IUP Journal
of Management Research, vol. 17, no. 1, Jan. 2018, pp. 7-23. EBSCOhost,
 Suri, Ashish Kumar, and Bhupendra Hada. "PERFORMANCE ANALYSIS OF INITIAL PUBLIC OFFERINGS IN
INDIA." BVIMSR’s Journal of Management Research 10.1 (2018): 126-134.
 Yadav, Naveen Ramesh, Hirak Dasgupta, and Rashmy Moray. "Short term performance analysis of IPOs in
India." Asian Journal of Empirical Research 8.11 (2018): 392-403..

List of IPO companies’ and prices after 6 months, 12 months 24 months and 36 months of Listing (
Year -2012-2016)
Price after 6 Price after 12 Price after 24 Price after 36
Company Name months months months months
National building construction
corporation limited 139.65 130 179.1 966.15
MT Educare Limited 106.85 85.1 87.75 117.1
Tribhovandas Bhimji Zaveri
Limited 208.4 225.85 140.2 151.95
Speciality Restaurants Limited 180.65 174.45 148.7 157.4
credit analysis and research
limited 602.6 734.3 1435.3 1288
PC Jeweller Limited 93 88.25 211.25 410.4
Bharti Infratel Limited 152.9 169.15 323.9 419.2
V-Mart Retail Limited 169.6 275.2 582.2 456.3
Repco Home Finance Limited 246.75 335.15 637.85 580.9
just dial limited 1205.65 1332.4 1112 663.75
Wonderla Holidays Limited 308.3 266.85 381.95 376.35
Snowman Logistics Limited 85.95 100.1 69.7 54.45
Sharda Cropchem Limited 298.5 286.45 407.2 427.8
Shemaroo Entertainment Limited 184.15 277.65 318.55 366.85
Monte Carlo Fashions Limited 513.8 536.45 400.45 593.85
Ortel Communications Limited 183.95 181 102.05 16.85
Adlabs Entertainment Limited 112.15 89.9 83.35 55.55
Inox Wind Limited 366.15 244.75 188.25 116.4
VRL Logistics Limited 407.1 401.7 388.9 424.9
MEP Infrastructure Developers
Limited 52.25 40.7 67.65 79.7
UFO Moviez India Limited 553.15 528.65 429.4 358.75

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Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
PNC Infratech Limited 531.5 579.8 144.75 169.95
Manpasand Beverages Limited 477.7 628.6 770.3 158.85
Syngene International Limited 375.8 421.9 449.35 570.5
Power Mech Projects Limited 572.55 476.65 542.1 975.05
Navkar Corporation Limited 164.5 190.15 193.8 109.3
Pennar Engineered Building
Systems Limited 151 163.55 112.4 57.9
Shree Pushkar Chemicals and
Fertilisers Limited 114.05 119.65 214.75 196.55
Sadbhav Infrastructure Project
Limited 86.5 86.7 98.3 125.15
Prabhat Dairy Limited 109.9 117.7 133.9 141.6
Coffee Day Enterprises Limited 261.65 221.7 223 270.6
InterGlobe Aviation Limited 1,076.10 936.5 1,181.85 948.6
S H Kelkar and Company Limited 229.1 294.75 257.35 193.3
Dr. Lal PathLabs Limited 837.8 1,021.35 883.7 938.95
Alkem Laboratories Limited 1375.25 1601.2 2150.15 1,855.15
Narayana Hrudayalaya Limited 310.55 339.65 296.7 196.3
Precision Camshafts Limited 145.8 157.1 117.7 56.9
TeamLease Services Limited 1097.45 880.65 2195.5 2,840.40
Quick Heal Technologies Limited 239.7 253.2 300.75 173.65
HealthCare Global Enterprises
Limited 221.05 225.05 303.2 199.1
Bharat Wire Ropes Limited 39.8 99.1 116.35 58.9
Infibeam Incorporation Limited 921.6 936.9 158.7 43
Equitas Holdings Limited 183.3 171.45 149.45 133.75
Thyrocare Technologies Limited 631.85 713.5 637.45 547.9
Ujjivan Financial Services Limited 428.4 346.75 403.6 329
Parag Milk Foods Limited 257.2 241.9 329.25 256
Mahanagar Gas Limited 261.9 218.3 309.75 975
Quess Corp Limited 678.3 918.75 1,070.60 796
Larsen & Toubro Infotech Limited 665.2 768.3 768.3 1661
Advanced Enzyme Technologies
Limited 1791.9 309.6 207.2 174.25
Dilip Buildcon Limited 270.6 514.2 853 633
RBL Bank Limited 479.15 544.6 627.25 635
L&T Technology Services Limited 782.3 778.15 1661.4 1488
GNA Axles Limited 198.6 303.25 363.7 331.9
ICICI Prudential Life Insurance
Company Limited 370.9 388.8 330.4 327.95
Endurance Technologies Limited 813.75 1,097.05 1100.85 1140
PNB Housing Finance Limited 1306.25 1400.5 910.2 855.75
Varun Beverages Limited 492.15 504.15 769.05 812
Sheela Foam Limited 1345.4 1,752.30 1449.8 1305
Laurus Labs Limited 605.75 530.4 389.3 387.55
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UGC Approved: 43602 e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ (NCEABM-2019)

HOW TO GLUE MEDIA TOGETHER?

Hemlata Agarwal1 & Divya Agarwal2

1Professor, S. R. Luthra Institute of Management, Surat, Affiliated to Gujarat Technological University,
Ahmedabad.
2B.E (Comp. Engg), Sr. Business Analyst, MerkleSokrati, Pune, India.

ABSTRACT: Social networks are a global social and connected consciousness powered by technology that is
evolving before our eyes. Starting off with digital media can be exhilarating, especially with numerous platforms
coming in the picture every other month. While Google, Facebook, YouTube, Snapchat & Instagram are the most
common, they are not the only ones. So which combination of different media works the best for us can be
determined by majority of factors like, what is our goal, budgets, audience, existing brand reach all are just to
start with. Post identifying our ideal mix of media channels, a big challenge that comes up is how do we
optimize to yield the best returns on our spends. Following this, as it is rightly said, “content is the king”, and
comes into picture. Knowing how frequently one should be updating their content be it the banners or blog &
write ups is a must. A sought out mix of all the above along with basic marketing strategies helps in bringing the
entire picture together.
This paper is an attempt to provide conceptual understanding of the systematic use of social media in social
marketing programmes and suggest strategies how to bond with your customers.

Keywords: Digital Marketing, Social Media, Media Channels, Content Writing

Introduction:
Social networks are a global social and connected consciousness powered by technology that is evolving
before our eyes. Succeeding with social media is not a get rich quick scheme. Creating quality content takes
skill, experience and expertise. Building tribes, followers and fans takes focused attention and engagement.
Starting off with digital media can be exhilarating, especially with numerous platforms coming in the picture
every other month. While Google, Facebook, YouTube, Snapchat & Instagram are the most common, they are
not the only ones. All these social networks have popped up and are screaming for attention. So which
combination of different media works the best for us can be determined by majority of factors like, what is
our goal, budgets, audience, existing brand reach all are just to start with. Post identifying our ideal mix of
media channels, a big challenge that comes up is how do we optimize to yield the best returns on our
spends. Following this, as it is rightly said, “content is the king” and comes into picture. Knowing how
frequently one should be updating their content be it the banners or blog & write ups is a must. A sought out
mix of all the above along with basic marketing strategies helps in bringing the entire picture together.

Literature Review:
Social Media:
Social Media is a term that refers to a number of web based applications through which users interact with
one another. Interactivity is what distinguishes social networking sites from traditional (or static) websites.
Social Media applications encourage users to share their experiences, opinions, knowledge, and sometimes
their locations. These connections can contribute to a sense of engagement or loyalty among social media
users.
Kaplan and Haenlein (2010) define social media as “a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User
Generated Content’’. It can describe different types of collaboration applications such as projects (e.g.,
Wikipedia); blogs/micro-blogs (e.g., Twitter); content communities (e.g., YouTube); social networking sites
(e.g., Facebook); virtual game worlds (e.g., World of Warcraft); and virtual social worlds (e.g., Second Life).
There are different types of social media and the authors refer to:
[1] Social News Sites (sites that allow news stories, articles, blog posts, videos and photos to the community
e.g.: Digg, Reddit and NewsVine);
[2] Social Networking (which allows community members to upload photos, create groups, add fans, invite
friends to events, post comments on photos, videos, tag friends ex: Facebook, Instagram);
76 IJRAR- International Journal of Research and Analytical Reviews Special Issue
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
[3] Social Bookmarking (sites that allow you to bookmark and share your favorite websites with an entire
community ex: Delicious and Magnolia);
[4] Social Sharing (a common feature among social media websites; social events; blogs; micro blogging;
wikis; forums and message boards) (ibid.).
Li and Bernoff (2008) categorise different types of activities one can do in social media. Those activities are:
Create, Connect, Collaborate, ReachOut, Organize and Consume. These different activities all refer to
different types of social media and have different purposes.

Objectives:
This paper is an attempt to provide conceptual understanding of the systematic use of social media in social
marketing programmes and suggest strategies how to bond with your customers.

Methodology:
Study is based mainly on secondary data analysis. Personal experiences and observations of the authors are
also incorporated. Intensive literature review and content analysis is done to understand and evolve the
concept.

Analysis:
Reviewing various studies and personal experience and from observation it is evident that social media
marketing is a consistent and continual treadmill. Designing and developing the social platforms requires -
 Optimizing the social networks and digital assets.
 Constant content creation, curating and sourcing.
 Updating multiple networks daily with fresh content.
 Monitoring and managing the engagement on Facebook, Twitter, Pinterest, LinkedIn and Google+,
Instagram, YouTube and so on.
 Knowing about these categories of social media and understanding why people use them can open up
new ideas and channels for engaging with your audience more effectively.

In order to optimise the ROI, oneneeds to decide:

 Which social channels to focus on
 Whether go for organic and/or paid social marketing mix
 Who will publish content and engage in conversations
 How often you will post and when
 Where you want to direct social media traffic to
 How much social media engagement is worth to your business
 Budgeting the advertising spend for:
o Google Search Page Ads
o Display and types for Targeting
o App campaigns
o Email marketing
o YouTube advertising
o Social (Facebook, Twitter, Instagram, LinkedIn, and Pinterest)
o Content Marketing

Which social media network you choose will depend on 3 VERY important factors:
1. Where your target customers are most concentrated (usage, groups, etc.)
2. Where your target customers are most accessible (preferred media, ad targeting, etc.)
3. Where your target customers most actively engage with ads (testing required)

Finding success on social media requires you to thread a number of needles together somewhat
seamlessly.Here are the most common combination of major social media’s and their business/brand
marketing talked about by authors in journals and on net articles -

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Social Media Site Comparison – Business/Brand Marketing:

Source:http://www.sbmarketingtools.com/comparison-chart-for-choosing-between-top-social-media-sites-for-
marketing/

Strategies:
New brand
If a new brand is setting up: the first thing is brand awareness, for this start with Social media ads. On social
media, start with Facebook & Instagram first. As they work on targeting specific people based on their
interest, demographics, life events, connection, behaviours & re-targeting, showcasing your products to
relevant users will lead to traffic to your website as well as performance. Alongside, run YouTube & display
ads, to start branding & awareness to drive traffic to your website. Target users who has affinity towards
your vertical & re-target users from FB.
You can check how FB, Instagram, YouTube & display are working in your favour by enabling Google
Analytics tool. This will help you analyse & track which channel is helping you the most in terms of traffic.
After running the above branding & awareness campaign, you will see a boost in your non-paid traffic
(organic & direct), to your website. With this happening start with yours google search page ads.
When you have spent a considerate 1 month on this start with general Gmail ads followed by email
marketing then you have enough customer data. Lastly, depending on the vertical you are in, you can take
advantage of other media platforms. Utilize LinkedIn for premium professional inventory, snapchat if your
products are more focused towards younger generation or tick tok if your products are of lower Average
order value & focus is on young crowd.
Do all this and you are good to go. It will take at least 2 months to actually starting seeing results from all
this towards your performance.
Established Brand
If you already have an established brand & have enough brand searches coming in (you can check this from
keyword planner in Google AdWords), start with FB (relevant targeting) & Google Search Page ads, targeting
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
new user as well as re-targeting. With this, start with Display & YouTube for branding as well as
performance. Alongside, Gmail ads & email marketing to personally reach out to your loyal customer base.
With these stabilizing your performance, you can opt for other channels like Snapchat, Insta, LinkedIn, tick
tock, affiliate to boost your performance & traffic, basis your Vertical
New brand/Established - E-commerce vertical:Example: Watches
A. Start with Social media & YouTube:
Facebook & Instagram:Target users, who have interest towards watches product category depending on
your Average order value. Say, if your watches are between the range 2k – 5k, target general users having
interest in watches, if your Average order value is higher, you could target users showing interest towards
luxury items. Along with this, target users who are interested in gifts & occasions. Following this, depending
on the gender your product focuses more on you can specifically target them along with the geographical
area of your interest. If your products have specific collections around them, like movies, try reaching out to
user’s basis interested in movies & cinema.
YouTube: Have video ads to make customers aware of your products & drive them to your website. Target
people having interests in shopping, specific product type, searching for watches & related products on
google search page & then re-target users who have visited your website
Following this use display channel: Use your best USPs & attractive ad messaging as well as banners to draw
visitors to your site. Start with re-targeting the user data base you have collected from Social & YouTube
ads. After this focus on new user acquisitions by targeting people basis various interest segments related to
your product in a similar way as done for YouTube ads
You will see a boost in your brand search on the google search page. Be sure to be on top of your SEO game
to always appear at the top of organic results.
With traffic now coming to your website, start with google ads.
As e-commerce is the vertical, google shopping ads would work very well as they display your product to
the user. Below these ads will appear yours google search ads. On Google search page ads, you can, on target
re-turning users. Be sure to re-target them as they generally show the best conversion rates as they have a
better/higher intent towards your product.
 To capture your users through non-brand/ generic queries (eg. Buy watches online), use google
shopping ads, as they are intended 60% towards non brand. Re-target your users on this.
 To capture most of your users through brand queries (eg. Buy “brand” watches), use the search ads.
As they land on the category page of your website, it generally gives your users a lot of options to
select from, thus improving your conversion rates.
 If your website has a dedicated App, start marketing over the app’s as well.
 If you have a well-established brand, explore yourself in the Amazon market place advertising, as it
is among the most user e-commerce market places in the world.

With all the above being enough to serve your digital presence, one can tie up with influencers to promote
their products, as they do have a reach to a pretty big loyal fan base.
After looking at the results catering your business KPIs, give twitter, snapchat or tick tock a try depending
on which age group does your product cater to
B. BFSI Vertical (Banking & Finance):
Companies that are in Banking & Finance have more to do with lead generation (capturing user data
through an online form) than actual transaction or purchase from the user.
General KPIs for them can be:
Boosting their social presence, targeting genuine customers, analyse their competitors, track customer
behaviour, analyse self-market performance & optimize their mobile app.
What all should they opt for?
SEO:People searching for Banking & services are more likely to click on what they find at the top. So having
your website SEO friendly is of the foremost importance. Working on making your site SEO friendly
generally takes a month or two. But it’s actual effect can only be seen after a month of the changes been
made to the website
Social Media:Target people on FB as it a huge public forum. You can focus on people who have interest in
banking & services, have higher income, have life events like house warming & travel coming up. Along with
this always re-target your existing customer base. They are supposed to be loyal to your brand & have a
higher chance of purchasing from you. These are some of the interest, while the others could wary as well.

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Instagram doesn’t work well, as people are sceptical over indulging in things related to finance over such
social platforms
YouTube:Connect with your users on a personal level with a video showing USPs & benefits of your
services. Again, re-target users, target people interested in banking & finances, searching for insurances,
purchasing a home, planning retirement. These are some to start with.
Google search ads: Surely use google search ads to target all kinds of users interested in your services. You
can try showcasing your offers or USPs to the user searching for the services
Email Marketing:It is one of the best tactics to hold your old or existing customers and make them realize
that you are in the active mode to serve them the best what they need most.
C. SaaS (Software asa Service):
The most important thing is the product itself and the content supporting it. Be sure to make information
about your product the greatest asset. Content should be top priority, so that it can market its way to the
customers.
Social media: Use FB. As your existing users are likely to be long term customers, always stay on top of
targeting them. Then target users who show interest in products as like yours
YouTube: Re-target customers & those who are interested in business productivity and software services.
Google search & Shopping ads: Make your search communicate apt that displays enough product info &
offers to draw users to your website. Along with this, a glance of the product on the shopping ads will help
your customers with the way it looks/UI. Be very clear with your price, offer limited choices & make sign
ups easy. Simultaneously, offer good deals as well. Along with this, you can reward your customers for
referrals
SEO: Be sure that your organic result can be seen below yours google search ad
LinkedIn: If your product is related to business, you can target premium customers / companies on
LinkedIn along with bulk offers & product description.

Conclusion:
Social media trends are constantly changing and it can sometimes feel overwhelming trying to keep up.
Marketing your business on social media can give you direct engagement with the customers you want to
reach.Whether you’re using Facebook, LinkedIn, Twitter, Instagram, or YouTube, you want to ensure that
your social media marketing plans are clear and designed to influence engagement and action. Making your
social media efficient and well directed begins with a clear strategy, which can be turned into an action plan
and delivered by a team who know your business inside out.

References:
1. KAPLAN, Andreas M; HAENLEIN, Michael (2010). Users of the world, unite! The challenges and opportunities
of Social Media. Business Horizons.
2. LI, C AND BERNOFF, J. Groundswell (2008): Winning in a world transformed by Social Technologies. Boston,
MA: Harvard Business Press.
3. Sara Gancho. (August 20170, social Media: A literature Review,
https://www.researchgate.net/publication/319660384_Social_Media_a_literature_review/link/59d1fa69aca2
721f436975e9/download
4. https://www.nap.edu/read/14666/chapter/4#11
5. https://neilpatel.com/blog/social-media-marketing-on-a-budget-the-4-step-approach-that-works/
6. https://www.webstrategiesinc.com/blog/how-to-set-a-realistic-social-advertising-budget
7. https://sproutsocial.com/insights/guides/social-media-budget/
8. https://www.lyfemarketing.com/blog/social-media-budget/
9. https://www.bigcommerce.com/blog/social-media-advertising/#the-6-best-social-networks-for-ecommerce-
advertising
10. https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-
research/
11. https://blog.statusbrew.com/social-media-statistics-2019/
12. https://www.ionos.com/digitalguide/online-marketing/social-media/the-most-important-social-media-
platforms/
13. https://www.spredfast.com/social-media-tips/social-media-demographics-current
14. https://www.researchgate.net/publication/319660384_Social_Media_a_literature_review/link/59d1fa69aca2
721f436975e9/download

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Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026

DATA ANALYTICS IN BANKING INDUSTRY

Ms. V. Sivagami,
Assistant Professor, Dhanraj Baid Jain College (Autonomous), Thoraipakkam, Chennai.

ABSTRACT: Today’s competitive world drives the banks to grow their customer base and there is an irresistible
need for the banks to satisfy its customers at all levels. Every customer demands to be treated “Individually”
and not as a part of a group in general. A bank’s customer base is certainly voluminous with the number of
financial products it offers it to its customers. These trends in today’s customer group challenge the banks to
enhance the services they provide to customer for which bank are turning towards a fully data-driven approach.
The primary question before banks in this regard is that “How can this data help us solve our business problem”.
Like in most other industries, Data analytics will be a game changer for the banking industry as well. Data
analytics has the potential to become the primary driver of innovation in the banking industry by generating
powerful insights which results in significant business impact. Analytics is helping the banking industry become
smarter in managing the countless challenges before it. This paper focuses on understanding “What is Data
analytics?” with reference to the banking industry and the ways in which analytics is relevant to the banking
sector. The paper also aims to highlight the primary areas in which the banks should take the help of analytics
to fare better. Also, the ways in which analytics can help the banks to harness customer relationships, long term
loyalty of high value customers, retaining and attracting different types of customers and cross selling of which
products, to whom and operational optimization are discussed. Data analytics will soon become the order of the
day for the banking sector to achieve the organizational objectives.

Keywords: Data analytics, Fraud detection, customer management, Risk management

INTRODUCTION
The world of banking has witnessed unprecedented challenges over the years and the same scenario is
expected to continue in the coming years as well. Every quarter brings in new questions “What change in
banking laws and regulations can improve profitability? What kind of stress scenarios can be factored? Who
are the high value customers and what can be done to retain them? Which segment has the highest potential
for revenue growth? The answer to all these questions lies in “Data analytics”. Data is seen as a valuable
asset for banking leaders who vision to successfully navigate in this volatile environment.

REVIEW OF LITERATURE
Yuvika Priyadarshini (2017) observed that, Banks should have focus on collecting, managing and integrating
disparate data sources to gain a 360 degree view of the customers. A consolidated customer view helps
banks provide smart offers by combining products for the customers. The expanded 360 degree view of the
customer offers superior customer segmentation capabilities.”
Also, it has been reviewed that Banks need to completely understand the intentions of customers and gain
insights using advanced analytics. The analytics application should focus on traditional areas such as
customer segmentation, offer optimization and performance evaluations as well as key aspects of digital,
voice and text data analysis and pattern recognition.
Javan Rajpopat, Rishabh Jamar, Serena Lekhrajini, Prathamesh P Churi (2017) reviewed that “With banks
understanding and acknowledging the current need of data analytics, more and more banks are investing
funds in research and implementation of this technology. Risk management, Marketing and sales
automation, customer profitability, Performance analytics, budgeting and product innovation are a few
areas in which data analytics help banks.” Fraud detection has been identified as one more field in which
Data analytics has to strengthen its grip. 71% of banking and financial firms believe that analytics creates
competitive advantage due to which there is an increased expenditure by 26%.
Danny Winokur (2019) has reviewed that “The strength of a company’s customer loyalty relied heavily on
the quality of customer experiences it offers to its clientele. The study’s key findings are that companies with
greatest amount of customer loyalty have more frequent access to performance data, often in real time.
These teams are much more likely to discover the root cause of performance issues.”

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Thar Olavsrud (2019) has brought out that Data analysis is a domain in constant motion. Though
Organizations of this decade are ready to invest heavily in analytics to support digital transformation,
keeping on top of the latest trends is essential in ensuring your organization is adopting the analytics
strategies and tactics required for success in the coming days.
WHAT IS DATA ANALYTICS?
Data analytics is the process of examining data sets in order to draw conclusions about the information they
contain, increasingly with the aid of specialized systems and software. Data analytics insights are used in all
sectors to enable organizations to make informed decisions. Data analytics techniques can reveal trends
and metrics that would otherwise be lost in the loads of information. This information can then be used to
refine existing practices to increase the overall efficiency of a business or system.
WHY BANKING ANALYTICS?
Banking is getting branch-less, contemporary and digital at a fast pace. The banking industry is data
intensive and typically mass volume of data is generated every day. Harnessing the power of data with
analytics is the key driver for today’s industrial success. The vast structured and unstructured data
generated by many devices in many platforms have been able to give stunning insights in terms of
performance, growth, operational efficiency and so on. Data analytics has transformed the way the
traditional banks worked in the past and has been highly helpful in informed decision making. Through
Data analytics, banks can gain greater visibility into the behavior of its customers, their transaction types
and patterns. Banking analytics combines various data sources like the company, channel partners,
customers, suppliers, social media and so on. Truly speaking, the data collected in a bank is so complex that
it is beyond the operational capacity of any traditional software. Analytics tools helps to resolve this
problem by storing, managing and analyzing complex and large data. With its increased accuracy and
efficiency, banks have started to understand the value of data analytics and are adapting to this concept at a
faster pace.
APPLICATION OF DATA ANALYTICS
Digital banking is used by more than half of the world’s adult population and this leaves the financial
institutions with tons of data at hand to rethink the way it operates, to become more efficient and more
customer centric and as a result, more profitable. The million dollar question is “How do you make the best
use of your data to keep up with the competition?” Let us look at few compelling areas where DA has turned
out to be a must for banks in a profitable manner.
FRAUD DETECTION
Banking fraud has become the concern at all levels of the industry and has also become a costly affair.
Certain frauds are repairable and few are beyond the scope of repairing resulting in a huge financial loss for
the banks. Digitalization has become the top rated reasons for increase in such frauds. If technology
becomes the reason for fraud incidents to be committed all over the world, it becomes the responsibility of
technology to come out with a mechanism to detect and control fraud within the industry. Such a
technology driven solution for fraud detection is application of data analytics. Banks need intelligent
systems and tools to deal with current day challenges.
The Association of Certified Fraud Examiners’ 2010 Global Fraud Study found that the banking and financial
services industry had the most cases across all industries – accounting for more than 16% fraud. In a survey
conducted by ACFE, the results outline very clearly that most of the fraud occurred due to corruption and
cash on hand. Results as below:

Source: The Association of certified fraud examiners’ 2010 – Global fraud study
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Researchers have outlined varied solutions for preventing and detection of such frauds as below:
 Calculation of statistical parameters (standard deviations, high/low values) – to identify outliers
that could indicate fraud.
 Classification of data to find most common and repetitive patterns.
 Digital analysis – to identify unexpected occurrences of digits in naturally occurring data sets.
 Linking different channels and sources – to identify matching values (such as names, addresses, id
proof ) where they shouldn’t exist i.e., multiple CIF(Customer identification numbers) for a single
customer at different branches using same id proof.
 Duplicate testing – to identify duplicate transaction such as payments, claims or expense items.
 Summing of numeric values – to identify control totals that might have been falsified.
 Validation – to identify suspicious or inappropriate times for postings or data entry.
Predictive analysis, machine learning, Big data, Data mining, Stream computing are a few notable tools that
can aid in identification of frauds. Integration of data, utilization of unstructured data and techniques of
machine learning like supervised and unsupervised learning help in tracing the usage pattern to detect
frauds.
CUSTOMER ANALYTICS : N = 1 treatment
Practically, when a bank is marketing a product to its customer, it completely ignores the fact that the
product may be irrelevant to the customer. Many a times, we get calls for home loan when we are already
fighting with EMIs. In modern day banking, it is mandatory to stay relevant to the customer by
understanding his needs. All businesses today are increasingly customer centric i.e., it revolves around the
preferences and priorities of the customers. To get a 360: degree view of today’s customer needs, a few
snapshots of their behavioral patterns does not suffice.
Every customer wants to be treated individually and not as a part of a group. It is evident that today’s
customer has high expectations on how he has to be treated by the bank. For all reasons, when it comes to
customer handling, the basis is that what is suitable for one customer may not be suitable for a whole lot.
Personalized offerings are very crucial in attracting and retaining profitable business and customers, but
research shows that only a small percentage of banks have strong foothold in this area. That is, if we design
a business approach, it may not be suitable for the entire bunch of customers. If ‘N’ is the number of
customers to whom the designed business plan can be used, N=1 is the rule today i.e., each customer is
unique and the company has to design different approaches for every customer because N cannot be equal
to 1000 or 10000.
The conversion process of a “prospective customer” to a “customer” is complex and retaining the customer
in the banking business is challenging. Banking business can make use of data analytics in this regard to
acquire, maintain and retain its customers. Data fuelled analytics can empower the industry in the following
ways with respect to customer management
 A central data hub is mandatory to record customers’ browsing history, transaction history,
personal data and so on.
 Through social media and integrating online and offline channels, banks can gain more insight
about what kind of financial products can be suitable for its customer.
 Combination of transactional, behavioral and social data can create magic in the world of customer
management.
 Data analytics has the power to create an environment, which can tactfully understand alteration in
customers’ habits and lifestyle.
 More importantly, customer attrition can be limited by identifying the change in the banking habits
and can minimize the loss for the bank.
All the above helps the bank to gain customer loyalty and this results in higher customer satisfaction as the
banking experience will be more customized and relevant to the customer than it was previously.
RISK ANALYTICS
Risk management has always been a high priority for the banking business due to the rigorous drilling by
the regulatory authorities. The risk of non compliance also has been on the increasing radar as it entails the
bank in paying huge fines and thereafter complying with the reforms. A risk is best assessed with more
information on hand and Data analytics can go a long way in this regard. As banks become more diversified
with its products and expand globally, the associated risks are also on the rise. Banks have to ensure strict
compliance and regulatory framework in documenting each transaction or trade. Risk analytics can play an
important role in

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 Risk Modeling: Risk modeling involves estimation of risk through the process of building analytical
models. Basel norms represent the stress testing , capital adequacy and market liquidity risk of
banks which has to conform to global standards.
 Credit policy: Risk analytics can help in monitoring the credit quality of the customer. Banks
develop credit policy during account acquisition and management. Risk analytics has the ability to
monitor the credit line exposure of the clients and alert the management when it crosses the norms
of the bank.
As per Deloitte Research, Major legislations such as Dodd Frank Act, FATCA and Basel III have changed the
business environment for banks. Regulators are insisting the banks to demonstrate better understanding of
the data they possess, turn data into business information and make radical risk governed decisions.
Analytics solutions can help in making informed decisions which are completely based on risk analysis and
transparency.
OPERATIONAL ANALYTICS
Operational analytics is a part of business analytics which focuses on improving operations. This type of
analytics uses various data mining and data aggregation tools to get more transparent information for
business planning. This helps banks to streamline and optimize routine tasks of account opening, ATM
cards, Net banking and so on. Though banks have evolved operationally efficient in the recent years, there is
lot more to do when it comes to manual reconciliation tasks, duplicate entries and high cost of information
technology.
Collections is one area which is crucial for the bank because few customers are highly prompt and few are
highly tricky. It is a highly challenging task to maintain a data base of all customers and to filter which
segment to focus more on. Data analytics can help the banks to attain better understanding of their
portfolio risk and thus improve productiveness and value of the collection process. Above all, it helps the
bank to identify customers who pose threat to the banks and what action banks should take to achieve a
positive result.
DATA ANALYTICS – GO LIVE
With all the positivity and advantages data analytics has to offer to the banking industry, a few practical
insights on the implementation of Data analytics.
 The Worlds’ largest bank, Wells Fargo has invested millions of dollars in data analytics in order to
enhance customer experience and mitigate risk. With over 70 million customers and 8700
locations, it aims to understand the customer journey and make data driven decisions.
 With the help of IBM’s analytics platform, Bank of America’s Corporate Investment Group (CIG)
which is responsible for calculating probability of Default (PD) on 9.5 million mortgages has
emerged out successfully in forecasting losses arising from loan defaults well ahead of time. The
bank was able to increase its efficiency by reducing the time spent on loan default calculation from
96 hours to just 4 hours.
 A European bank, tried a number of customer retention techniques focusing on inactive customers
but no great improvement was seen. It then implemented Machine learning algorithms to predict
which active customers are likely to reduce their banking business. This understanding gave rise to
a targeted campaign which reduced churn by 15%.
 A top consumer bank in Asia enjoyed large market share but lagged behind its competitors when it
comes to products per customer. It then used advanced analytics to explore customer
demographics, products held, credit card statements, transaction and point of sale data, online and
mobile payments. This enabled the bank to launch new product with 3 times higher chance of
customer buying the product.

CONCLUSION
Analytical solutions have grown tremendously over last decade, in terms of their sophistication and the
resulting positive business impact they create. There is a range of analytics that banks are deploying today –
mainly reporting i.e, basic version of building data repositories and reporting of the same. Banks have also
scaled up to Descriptive analytics – generating actionable insights on the current situation using complex
and multi variate data(ex. Customer segmentation, marketing, risk calculations). Banks have to now adopt
Predictive analytics – predicting the likely future outcome of events using leveraged and unleveraged data
structures ex. Generating risk alerts, trigger cross selling. The next logical step would be Prescriptive
analytics – prescribing action items required to deal with predicted future events using data from various
sources more likely to help in calculating LGD(Loss given default), stress testing for mandated and custom
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scenarios. The future of banking thus undoubtedly lies in integrated understanding and implementation of
data analytics across all verticals to promote better use of resources and reap greater benefits.

REFERENCES
1. Danny Winokur (2019), Using real time data to drive deep customer loyalty, Harvard Business Review
Analytics Services.
2. Javan Rajpopat, Rishabh Jamar, Serena Lekhrajini, Prathamesh P Churi (2017), Data Analytics in Banking,
International Journal of Advanced Research in Computer Science, Vol.8, No.9.
3. Danny Winokur (2019), Using real time data to drive deep customer loyalty, Harvard Business Review
Analytics Services.
4. Thar Olavsrud (2019), 4 data analytics trend that will dominate 2019, CIO
5. Yuvika Priyadarshini (2017), Data analysis Integration in banking industry, International Journal of Advanced
Computer Engineering and Networking , Volume 5, Issue -7.
6. https://dataconomy.com/2017/07
7. https://searchdatamanagement.techtarget.com
8. https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Deloitte-AnalyticS
9. www.datasciencecentral.com
10. www.ibmbigdatahub.com
11. www.genpact.com
12. www.mckinsey.com/industries/financial-services/our-insights
13. www.newgenapps.com/blog
14. www.techopedia.com

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A STUDY ON LIC POLICY HOLDERS’ PERCEPTION TOWARDS SERVICE

QUALITY DIMENSIONS WITH SPECIAL REFERENCE TO CHENNAI CITY

Dr.R.Rangarajan1 & Ayyappan.K2

1Professor,
Department of Commerce, University of Madras, University of Madras, Chepauk,
Chennai 600 005.
2Research Scholar (Full Time), Department of Commerce, University of Madras, University of Madras,

Chepauk, Chennai 600 005.

ABSTRACT: Life is filled with risk and uncertainties. Every Human being has certain responsibilities to mitigate
risk in their lives. They desire to have a better and secured future. In this direction, life insurance services have
their own values in terms of savings, investment and risk protection to the life insurance policy holders. India is
a vast market for life insurance that is directly proportional to the growth in premiums and an increase in life
density. Indian insurance market has become more vibrant. Even today (Life Insurance Corporation) LIC of
India dominates Indian insurance sector. Insurance sector is regulated by Insurance Regulatory and
Development Authority (IRDA) which controls the operations and Mechanism of Life Insurance Corporation.

Keywords: Life Insurance, IRDA, Risks

INTRODUCTION
Life insurance has become one of the necessities of human life. It offers financial security to the
policyholder and/or his/her dependents in the event of his premature death or untoward disablement
arising out of accidents. As death of the bread earner creates severe financial problem for the dependents
and as the permanent physical or mental disablement also create even more severe financial problems for
them adequate financial provision in the form of different life policies is essential. One life policy may not be
suitable for all individuals therefore out of different life insurance policies an individual takes out a suitable
combination of policies depending up on his financial and family needs. Number of dependents in the family
is one of the important factors in buying decision about the number and types of life policies. The present
research has made an attempt to assess the relationship between types of policy holding and defendants.
The research revealed that whole life and endowment policies are more favoured by the samples with zero
dependents, with one defendant, with two defendants and with four dependents.

SIGNIFICATION OF THE STUDY

Before the economic liberalization in 1991, the life insurance corporation sector had avoiding
competitive pressures because insurance is a very complex service holder only a handful could understand.
This was probably the reasons why the majority of the potential consumers did not opt for holding a life
insurance policy. This situation has however changed in recent year and the insurance sector is growing as
today consumers are aware of and understand the importance of holding a life insurance corporation. The
change in customers perception towards the insurance sector can be attributed to several developments in
the current competitive environments is mastering services through tangibility, empathy, reliability, of
presence and performance by overcoming inconsistencies in customer service management based on the
facts discussed the current study is considered as important and it focuses to analyze the policy holders
perception and satisfaction towards the services offered by the LIC in India.
OBJECTIVES OF THE STUDY
 To study on demographic profile of the Life Insurance Corporation policy holders in Chennai city.
 To identify the various studies related to Life Insurance policies and schemes.
 To identify the factors determining service quality dimensions of Life Insurance Corporations
Policies in Chennai city.
 To offer valuable Suggestions on the basis of findings of the study for the Improvement of Life
Insurance Corporations.

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HYPOTHESIS OF THE STUDY
H1: – There is no Significant Relationship between policy holders age and service quality of Life
Insurance Corporation.
H2: - There is no Significant Relationship between policy holders marital status and opinion of Life
Insurance policy holders.

METHODOLOGY
Sources of Data
The required data for the present study are collected from both primary and secondary data.
Primary Data
The primary data were collected from the people of living in Chennai city. The data were collected by using
well structured questionnaire.
Secondary Data
The study also depends on the secondary data. The secondary data are collected from internet, Research
articles, magazine, news paper etc.,
Sampling Design
The researcher has selected policy holders of Life Insurance Corporation and reliability of life
insurance services sector for the research work. It is feasible to cover the entire population. So, the
Researcher has adopted the convenience sampling method for the study. The researcher has selected a
sample size of 100 respondents for the study in the Chennai city.

TOOLS FOR ANALYSIS

The researcher has used the following tools to analyze the LIC policy holders in Chennai city.
1. Percentage analysis
2. ANOVA
3. Factor Analysis
4. T-test

AREA OF THE STUDY

The study covers the area of Chennai city only.
Limitation of the study
1. Within the available time, the researcher has collected only from 100 respondents.
2. Based on their own experience, interest and disliking some respondents might have given
a biased opinion.
Analysis and Discussion
Table 1
Personal Profile

PROFILE
GROUP GROUPS
Male Female
Gender 65(67.1%) 31(32.3%)
Marital Married Single
Status 72(75%) 24(25%)
< 21 22 to 30yrs. 31 to 40 yrs. 41 to 50 yrs. >50 yrs.
Age group 7(7.3%) 18(18.8%) 48(50%) 14(14.6%) 9(9.4%)
Educational HSC UG PG Diploma Professional
Qualification 7(7.3%) 42(43.8%) 34(35.4%) 4(4.2%) 9(9.4%)

Student House Wife Businessman Salaried Professional Retired

Occupation 2(2.1) 6(6.3%) 3(3.1%) 78(81.3%) 5(5.2%) 2(2.1%)
Monthly >25 K 26 K-50 K 51 K to 75 K 76 K to 1 L <1L
Income 17(17.7%) 32(33.3%) 34(35.4%) 7(7.3%) 6(6.3%)
Nuclear Family Joint Family
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Family Type 68(70.83%) 28(29.16%)

Table shows that sizable number of respondents are young married male with UG qualifications
are salaried people with monthly income between Rs.51,000 to Rs.75,000 lives in nuclear family.
Table 2
Policy Details of Respondents

PROFILE
GROUP GROUPS
Mode of Premium Through Cash Through Online
Payment 49(51%) 47(49%)
Insurance Electronic Friends &
Agent Media Print Media Relatives
Media Influence 27(28.1%) 43(44.8%) 3(3.1%) 23(24%)
Up to 3 3 to 6 More than 6
No. of Policies 62(64.6%) 12(12.5%) 22(22.9%)
Up to 5 yrs. 6 to 10 yrs. 11 to 15 yrs. 16 to 20 yrs.
Terms of Policy 14(14.6%) 41(42.7%) 14(14.6%) 27(28.1%)
Reasons of taking Savings Covering Risk Tax benefit Security to family
policy 46(47.9%) 21(21.9%) 13(13.5%) 16(16.7%)
Monthly Quarterly Half yearly Yearly
Pay Premium 35(36.5%) 33(34.4%) 14(14.6%) 14(14.6%)

Table shows policy details of the respondents in which maximum number of respondents pay
premium through Cash mode and are influenced by electronic media, holding upto 3 policies
simultaneously. Maximum of them follows policy terms of 6 to 10 years for saving purpose followed by
covering risk of life. Sizable number of respondents pay premium on monthly basis.
Table 3
Factorisation of Service Quality Dimensions

Factor Commun
S.no Loading MSA alities Mean S.D
Variables

I. Supportive and Striking Factor (SSF)

1 Agents provides proper assistance to remit premium 0.792 0.767 0.481 4.39 0.863
Latest attractive policies of LIC
2 are duly informed 0.775 0.705 0.394 3.82 0.808
Agent provides Better door
3 Services 0.703 0.497 0.620 3.86 0.841
Agents are courteous in providing
4 the necessary info. 0.700 0.779 0.364 3.75 0.894

Simple and less time consuming

5 Procedure 0.578 0.825 0.472 3.92 0.914
Agents helps to get clarity in
6 explain terms and conditions 0.526 0.792 0.654 3.57 1.122

7 Easy availability of facilities 0.513 0.748 0.663 3.48 1.222

8 Policy holder feel highly secured 0.475 0.692 0.528 3.67 1.063
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Innovativeness in launch of new
9 Policies 0.470 0.713 0.580 3.44 1.024

II. Compensation and Assistance Factor (CAF),

Failure to help the claimant in the case of death of

1 the insured 0.780 0.869 0.451 3.55 1.025
There is periodical info. About
2 outstanding balance 0.744 0.724 0.581 3.55 1.035

m
R

n
p
o
e

e
c

s
3 Reasonable bonus is given by LIC 0.666 0.660 0.425 3.6 0.923
Launch of new products are
4 advertised often 0.623 0.688 0.658 3.54 1.025
5 Rate of interest is reasonable 0.603 0.770 0.600 3.51 1.086
6 Assist in availing loans form LIC 0.602 0.721 0.549 3.48 0.995
Failure to help the claimant in the
7 case of death of the insured 0.538 0.690 0.498 3.43 1.003
Surrender Vale of policy is very
8 Less 0.452 0.764 0.55 4.17 1.002
III. Inducement and Accessibility Factor (IAF)
Choice for time interval for
premium payments is
1 conveniently available 0.801 0.682 0.654 3.83 0.854

Premium payment through online

2 mode is easy 0.749 0.730 0.588 3.79 0.893
Delay in the remittance of initial
3 premium given 0.727 0.701 0.523 3.71 0.882
Interim payment on policy helps
4 to plan future prospective 0.701 0.768 0.597 3.64 0.996
5 Quick sanctioning of the loan 0.674 0.747 0.531 3.58 1.043
Repayment of policy loan is not
6 Insisted 0.578 0.654 0.461 3.49 1.026

IV. Harmonization and Cooperative Factor(HCF)

Prompt settlement of claims are

1. 1 Made 0.764 0.714 0.416 3.75 0.929

Services rendered through service centre is
2. satisfactory 0.696 0.660 0.322 3.5 1.005
3. Providing prompt service to customers 0.642 0.655 0.543 3.60 0.888
4. Proactive information through email or massages 0.625 0.836 0.445 3.55 1.045
5. Receipts are given regularly 0.580 0.690 0.522 3.51 0.929
6. Handling of complaints is prompt 0.580 0.690 0.522 3.51 0.929
7. Temporary receipt is not given 0.467 0.798 0.453 3.51 1.114
KMO – MSA = 0.730 Total % of Variance Explained = 51.092
Bartlett’s Test of Sphericity Chi Square value of 1398.657 with df 435 at P Value of 0.000

The table shows that Service Quality Dimensions (SQD) variables with their communalities values
ranging from 0.322 to 0.665 and MSA value ranging from 0.497 to 0.869 have goodness of fit for
factorization. KMO and MSA values of 0.730 and Chi-square value of 1398.657 with df of 435 and P-
Value of 0.000 reveals that factor analysis can be applied for factorization of 30 SQD variables. Four
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dominant independent SQD factor together explains 51.092% of total variance which has been extracted
out of 30 SQD variables. Out of 30 SQD variables the most dominant factor is Supportive and Striking
Factor (SSF) followed by Compensation and Assistance Factor (CAF), Inducement and Accessibility
Factor (IAF) and Harmonization and Cooperative Factor (HCF) in the order of their domination.
Table 4
Descriptive Statistics of Service Quality Dimension Factors

Descriptive Values SSF RAF IAF HCF

Mean 33.583 30.072 21.114 24.968

Median 34.000 30.000 21.000 25.000

Mode 34.00 25.00 24.00 27.00

Std. Deviation 5.951 4.908 4.476 4.387

Variance 35.425 24.089 20.039 19.252

Skewness -0.763 -0.415 -0.468 -0.684

Std. Error of Skewness 0.246 0.246 0.246 0.246

Kurtosis 0.472 -0.372 0.434 1.049

Std. Error of Kurtosis 0.488 0.488 0.488 0.488

Range 28.00 21.00 23.00 24.00

Minimum 17.00 17.00 7.00 11.00

Maximum 45.00 40.00 30.00 35.00

Percentiles 25 30.000 26.250 19.000 22.000

50 34.000 30.000 21.000 25.000

75 38.000 34.000 24.000 28.000

The table shows that out of total score of 45(9X5), the mean value of 35.583 is a robust measure,
as the std. deviation is on lower side, Median and Mode values 34 and 34 for SSF, out of total score of
40(8X5), the mean value of 30.072 is a robust measure, as the std. deviation is on lower side, Median and
Mode values 30 and 25 for RAF, out of total score of 30(6X5), the mean value of 21.114 is a robust
measure, as the std. deviation is on lower side, Median and Mode values 21 and 24 for IAF, out of total
score of 35(7X5), the mean value of 24.968 is a robust measure, as the std. deviation is on lower side,
Median and Mode values 25 and 27 for HCF.
Table 5
Significance of difference between Gender Groups in SQD Factors
T
Factor Groups Mean S.D –Value Df P-Value Inference

Male 32.753 6.531

SSF
Female 35.322 4.069 2.009 94 0.047 Significant
Male 29.523 5.169
Not
RAF Female 31.225 4.152 1.602 94 0.112 Significant

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Male 21.076 4.131

Not
IAF Female 21.193 5.198 0.119 94 0.906 Significant
Male 25.061 4.260
Not
HCF Female 24.774 4.709 0.299 94 0.766 Significant

Table shows that there is significant of difference between gender group in SSF as (t value: 2.009,
df: 94, P value: 0.047) reject the null hypothesis at 5% level of significance. male have higher perception
on SSF compare to female group. There is no significance of difference between gender group in RAF, IAF
and HCF as null hypothesis has been accepted at 5% level of significance. There is equal perception
between both the groups in RAF, IAF and HCF.
Table 6
Significance of Difference among Income Groups in SQD Factors
Std. Inference
SQD
Factos Profile Groups Mean Deviation F value Df P value
Below Rs.25000 35.353 6.528

Rs.26000 to 50000 34.750 5.518

51000 to 75000 33.088 5.384 Not

SSF 2.310 94 0.064

76000 to 100000 30.429 8.243 Significant

Above Rs.100000 28.833 3.601

Total 33.583 5.952

Below Rs.25000 32.118 5.453

Rs.26000 to 50000 29.875 4.346

51000 to 75000 30.088 4.789 Not

RAF 1.479 94 0.215

76000 to 100000 28.286 6.626 Significant

Above Rs.100000 27.333 3.670

Total 30.073 4.908

Below Rs.25000 22.118 4.595

Rs.26000 to 50000 21.375 3.941

IAF 51000 to 75000 20.971 4.310 0.750 94 0.561 Not

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76000 to 100000 20.286 7.783 Significant

Above Rs.100000 18.667 3.077

Total 21.115 4.477

Below Rs.25000 25.471 3.573

Rs.26000 to 50000 25.531 4.725

51000 to 75000 24.177 4.482 Not

HCF 0.470 94 0.768

76000 to 100000 25.286 3.988 Significant

Above Rs.100000 24.667 5.241

Total 24.969 4.388

Table shows there is no significance of difference among income group in any of the SQD factors. SSF {F
value : 2.310, df: 94, P value: 0.064} , RAF{F value : 1.479, df: 94, P value:
0.215} , IAF{F value : 750, df: 94, P value: 0.561}, HCF{F value : 0.470, df: 94, P value:0.768} as null
hypothesis has been accepted at 5% level of significance.
Table 7
Significance of difference among Reasons for Policy taking groups in SQD factors
Std.
SQD
Factos Profile Groups Mean Deviation F value Df P value Inference
For savings 34.391 5.459

For covering risk to Life 32.333 6.135

SSF For tax benefit 35.462 4.789 4.201 94 0.031 Significant

For security to the family 31.375 7.347

Total 33.583 5.952

For savings 30.957 4.812

For covering risk to Life 29.667 4.282

RAF For tax benefit 29.539 4.772 3.982 94 0.048 Significant

For security to the family 28.500 5.910

Total 30.073 4.908

For savings 21.413 4.354

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For covering risk to Life 19.333 5.161

IAF For tax benefit 22.692 3.376 5.328 94 0.021 Significant

For security to the family 21.313 4.301

Total 21.115 4.477

For savings 24.783 4.386

HCF 4.118 94 0.042 Significant

For covering risk to Life 24.762 4.335

For tax benefit 26.385 4.426

For security to the family 24.625 4.631

Total 24.969 4.388

Table shows there is significance of difference among Reasons for Policy taking groups in SSF. As
SSF {F value : 4.201, df: 94, P value: 0.031} reject the null hypothesis at 5% level of significance. respondent
with tax benefit reasons have higher perception in SSF compare to other groups. There is significance of
difference among Reasons for Policy taking groups in RAF. As RAF {F value : 3.982, df: 94, P value: 0.048}
reject the null hypothesis at 5% level of significance. Respondent with savings reasons have higher
perception in RAF compare to other groups. There is significance of difference among Reasons for Policy
taking groups in IAF. As IAF {F value : 5.328, df: 94, P value: 0.021} reject the null hypothesis at 5% level of
significance. Respondent with tax benefit reasons have higher perception in IAF compare to other groups.
There is significance of difference among Reasons for Policy taking groups in HCF. As HCF {F value : 4.118,
df: 94, P value: 0.042} reject the null hypothesis at 5% level of significance. Respondent with tax benefit
reasons have higher perception in HCF compare to other groups.

Major Findings
I. Sizable number of respondents are young married male with UG qualifications are salaried people
with monthly income between Rs.51,000 to Rs.75,000 lives in nuclear family.
II. Among the policy details of the respondents in which maximum number of respondents pay
premium through Cash mode and are influenced by electronic media, holding upto 3 policies
simultaneously. Maximum of them follows policy terms of 6 to 10 years for saving purpose followed
by covering risk of life. Sizable number of respondents pay premium on monthly basis.
III. 30 SQD variables have been reduced into four dominant factor namely Supportive and Striking
Factor (SSF) followed by Compensation and Assistance Factor (CAF), Inducement and
Accessibility Factor (IAF) and Harmonization and Cooperative Factor (HCF) in the order of
their domination.
IV. Significant of difference between gender group in SSF as (t value: 2.009, df: 94, P value: 0.047)
reject the null hypothesis at 5% level of significance. male have higher perception on SSF compare
to female group. There is no significance of difference between gender group in RAF, IAF and HCF
as null hypothesis has been accepted at 5% level of significance. There is equal perception
between both the groups in RAF, IAF and HCF.
V. There is no significance of difference among income group in any of the SQD factors. SSF {F value :
2.310, df: 94, P value: 0.064} , RAF{F value : 1.479, df: 94, P value: 0.215} , IAF{F value : 750, df: 94,
P value: 0.561}, HCF{F value : 0.470, df: 94, P value:0.768} as null hypothesis has been accepted at
5% level of significance.
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VI. There is significance of difference among Reasons for Policy taking groups in SSF. As SSF {F value :
4.201, df: 94, P value: 0.031} reject the null hypothesis at 5% level of significance. respondent with
tax benefit reasons have higher perception in SSF compare to other groups. There is significance of
difference among Reasons for Policy taking groups in RAF. As RAF {F value : 3.982, df: 94, P value:
0.048} reject the null hypothesis at 5% level of significance. Respondent with savings reasons have
higher perception in RAF compare to other groups. There is significance of difference among
Reasons for Policy taking groups in IAF. As IAF {F value : 5.328, df: 94, P value: 0.021} reject the
null hypothesis at 5% level of significance. Respondent with tax benefit reasons have higher
perception in IAF compare to other groups. There is significance of difference among Reasons for
Policy taking groups in HCF. As HCF {F value : 4.118, df: 94, P value: 0.042} reject the null
hypothesis at 5% level of significance. Respondent with tax benefit reasons have higher
perception in HCF compare to other groups.

CONCLUSION
Insurance companies have been playing an eminent roll in development of the nation through
mitigating the risk of common people life. The loss of life is a greatest lost to human due to uncertainty and
uncontrolled life events. Life insurance companies support to overcome from these conditions. The
blooming insurance industries bring stiff commotions among private as well as public sectors firms. The
present study highlights the perception of policy holders on service quality dimension of public sector
insurance firms. Study shows common number of policy holder are young married male with average
education qualification earning a average monthly income between 60,000. Number of policy holders used
to hold term policy of between 6 to 10 years for saving purpose and to overcome risk. Four dominant
factors have identified namely Supportive and Striking factor, Compensation and Assistance factor,
Inducement and Accessibility factor and Harmonization and Cooperative Factor. It is high time for
insurance companies and govt. to impart relative importance of insurance to common public.

Reference
1. R. Amsaveni and B. Indirapriyadharshini (2015), “Attitude of LIC policyholders with special reference to
Pollachi Taluk”, Indian Journal of Research, Vol. 4, Issue.3, ISSN 2250 – 1991.
2. Dr. A.W. Unas and S. Ramkumar (2015), “A Study on Policyholders Satisfaction on service of LIC reference to
Coimbatore District”, International Journal of Informative & Futuristic Research, Vol.2, Issue.10, ISSN 2347 –
1697.
3. Dr.Lakshmibhai, Nayana, Asha (2017), “Customer Attitude towards Investment in Life Insurance with special
reference to IT Professionals in Ernakulum District”, International Journal of Economic and Business Review,
Vol.5, Issue. 5, ISSN 2349 – 0187.
4. D. Sidhardha, Sumanth (2017), “Customer Buying behaviour towards Life Insurance: An Analytical Study”,
International Journal of Commerce and Management research, Vol.3, Issue.7, ISSN 2455 – 1627, Pag.No: 01 –
05.
5. Gautam, Vikas, (2011) Service Quality Perceptions of Customers About Insurance Companies: An Empirical
Study. Indian Journal of Marketing, Volume 41, Number 3, pp. 8-20.

Website
1. www.Google.com

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Creating Revolution in Insurance Industry A Case Study of Vidal Health

Insurance TPA Pvt. Limited

Ms.S.Sindujaa1 & Dr.S.Gayathry2

1II MBA, SRMIST, Vadapalani
2Professor, Department of Management Studies, SRMIST, Vadapalani

1.1 COMPANY BACKGROUND

Vidal Health is India’s top health services management company and amongst the largest third-
party administrators. It operate at a large scale presence in India (800 locations) with over 35 million
members, and 10000 empanelled service providers which include hospitals, diagnostics labs, and clinicians.
It has been an early adopter of technology and now boasts a world-class global proprietary platform that
connects providers, payers and members. It collaborates actively with all stakeholders and participate in
policy-making through board presence on leading industry bodies.It has been an active participant in the
growth of the health insurance sector in India from INR 0.2 Billion in 2002 to INR 30 Billion in 2017 and has
enabled private sector hospitals to rapidly ramp-up their business, even if only partly riding oninsurance. It
has also catalysed government hospitals to enhance their services to compete for patients from
government-sponsored health insurance programs.
Company Vision
To be the most preferred "Third Party Administrator".
Company Mission
Vidal Health Insurance TPA Pvt. Ltd., aims to provide outstanding customer service by providing access to
high quality health care in a cost effective and caring manner which ensures good experience through the
speed, dependency, certainity, efficiency, trust and care.
Company tagline
“Trust us to keep you healthy.”
Company core values
 Customer Focus
 Innovation
 Operational Excellence
The 7 main departments of the company are as follows -
 Front office
 Claims
 Callcentre
 Network
 Customer relationship management (CRM)
 Finance
 Human resources departments.

Other teams include inward, corporate, retail accounts, pre-authorization, risk, administration, business
development, information technology.

1.2 OBJECTIVES
 To conduct a detailed study on the whole organization along with its various departments and
divisions present.
 To study about the organizational structure of the company including top level, middle level and
operational levels.
 To analyze how the company manages its relationships with various stakeholders like insurers,
hospitals, brokers, clients, etc.
 To understand the structure and functional description of each department in the company.
 To find out the problems faced by each department and its employees.

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 To suggest solutions to resolve them and bring them to the notice of the company for their
improvement and progress.

1.3 NEED FOR THE STUDY

The detailed study about the organization helps the company to understand its positives and negatives. It
can focus on its strengths and also try to understand and improve on its weaknesses. The limitations and
scope for improvement can be reported to the organization. They can then take the suggestions forward in
their organization. It can then better manage its clients and retain business. It can help improve the
performance of company and its market share and market position. The study helps in acquiring practical
knowledge about the real working of the organizations. It also helps in the application of theoretical
concepts learnt during the course to understand and solve the practical problems observed in the
organization.
1.4 SCOPE AND SIGNIFICANCE
The scope of the study encompasses the different departments in the company. There are totally 7
departments in the company. The internal workings of each department are studied in detail by working
alongside the employees present there. Their commonly faced issues are understood and analyzed. The flow
of process between the different levels of management and also between different departments is studied.
The problems are analyzed and solutions arrived at by applying various management concepts. The study
assumes significance as it helps in improvement and progress of the company. Being in the health insurance
field, the company plays a critical role in the health sector. It plays an instrumental role in reach of health
services to the public. This study helps the company to understand itself better and plan its future strategy.
It also helps in the furtherance of knowledge and exposure for the student. It improves both the theoretical
and practical knowledge of the subject, making it a good learning experience for the intern. It improves the
observational powers, critical thinking and problem solving skills of the student.

1.5 PROBLEMS IDENTIFIED

There have been several problems identified during the work processes of the different departments. The
most common one is the shortfall of documents submitted to the company by the customers. Correct
original documents are necessary for processing of claims. Due to the shortfall, queries will be raised by the
respective departments and processing is withheld. Turnaround time (TAT) is given for each department
which has to be strictly followed by the employees. However, many times the TAT is not met by the
respective members and process is delayed. Exceeding TAT is a major hindrance in the efficient workings of
the organization and affects the productivity of the company. There have been several cases of fraud and
misrepresentation in the insurance claims process. This increases the risk and loss for the company every
year. The confirmed fraud cases can be rejected. The suspected cases are put on hold till confirmed and
hence again cause delays. There is lack of integrative mechanisms between the different departments of the
company. One department remains unaware of the workings of the other departments. This makes it
difficult to achieve concurrence among the departments as they need to work together as a team throughout
the whole process. There is major reliance on files and hard copies of documents by the company. Huge
resources are spent on creating and maintaining these files every year. There is lesser updation of modern
technologies by the company.
1.6 SOLUTIONS
The terms and conditions of the insurance policy must be clearly disseminated to all the stakeholders to
prevent shortfalls. The importance of meeting TAT should be communicated to all employees along with the
consequences of exceeding it. Proper and prompt investigation must be done to reduce risks for the
company. There should be regular inter-departmental meetings conducted to improve integration. Activities
like group games can be conducted to improve team work between the employees. There should be
introduction of new technology in the work process to improve speed and efficiency. It also helps reduce
errors and improves productivity. There can be more decentralization and delegation to lower levels with
more participation of the employees in the decision making process. Proper training must be given to both
new and existing employees depending on their needs. The company can strive for flatter organization to
improve vertical communication. Also more lateral communication at the same level can be encouraged. The
monotony of the jobs can be prevented by adopting job enlargement, job enrichment and even job rotation
for the employees. This helps in constant learning and growth in the employees leading to job satisfaction.
This helps reduces attrition rate in the company.
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1.7 CONCLUSION
Thus a detailed study was conducted on the organizational structure and working of Vidal Health Insurance
TPA Pvt. Ltd company. The structure and functions of each department were learnt. There has been a good
learning experience and exposure along with acquiring valuable practical knowledge of the working of the
organization. The problems and challenges faced by the different departments have been analyzed clearly.
Solutions to the above problems have been stated. Several suggestions for improvement have also been
given. This is reported to the company for them to take appropriate future actions to improve their
productivity and performance.

REFERENCES
1. Vidalhealth.com
2. Vidalhealthtpa.com
3. Ttkhealthcareservices.com
4. Irdai.org.in

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IDENTIFYING BOSS TRAITS AND FORMULATING EFFECTIVE WAYS TO

MANAGE AND BUILD A FINEST RELATIONSHIP WITH THE BOSS – A
MANAGER’S PERSPECTIVE

Dr. K. RAMPRABHA1 &R. APARNA2 & G. SABARI GIRI NATHAN2

1Assistant Professor, Department of Business Administration,

Vels Institute of Science, Technology and Advanced Studies (VISTAS)

22nd YEAR BBA, Department of Business Administration,

Vels Institute of Science, Technology and Advanced Studies (VISTAS)

ABSTRACT: In today’s modern world, organizational behavior has been given more consideration to, and
management has been considered a crucial discipline, which is not only vital for organizational operation, but
something that will also help us solve problems in our daily life. A good manager must be a combination of
sociologist, psychologist, economist, linguist and anthropologist. There is no way to stop people from playing out
their family roles at the office. The role of a manager is considered to be responsible for his involvement towards
the progress of the enterprise, his role plays a major part in the positive effect on the company’s wealth. It is
very important to have a strong relationship with the boss. This may be due to many reasons. A boss has a
remarkable amount of influence over workplace stress whether received or perceived. It is not a matter where a
manager works, or to whom he reports. One may think his boss may be brilliant ore boring. But the fact is that
the manager has to maintain a smooth relationship with the boss for the advancement of the organization as
well his personal career advancement. This paper aims to unleash the boss types in an organization which will
help the managers to find out ways to manage them so that a perfect working environment will be created.

Keywords: Boss, Manager, Boss Traits,

INTRODUCTION
The conception of management has happened for a long time, which has already infused in our life
cycle. In today’s modern world, organizational behavior has been given more consideration to, and
management has been considered a crucial discipline, which is not only vital for organizational operation,
but something that will also help us solve problems in our daily life. Although many people think it is
universal that most people know the principles of management from theories and even learn it from
practical experience, how the implementation of management is in reality can still be uncertain, especially
when the organizational structure becomes more sophisticated (Drucker 2012; Hunczynski & Buchanan
2013). it is common to hear managers complain that their bosses and the workload they give which
eventually creates a tremendous pressure for them and even influences their private life. There is no doubt
that managers have more responsibilities than other employees. Thus, recognizing their boss types and by
formulating effective ways to manage him which leads to a healthy work environment which becomes
significant for their work performance as well as the whole organizational behavior. This paper aims to
unleash the boss types in an organization which will help the managers to find out ways to manage them so
that a perfect working environment will be created.

MANAGER - DEFINITION
In general, there is a simple but comprehensive demarcation of management, “the art of getting
things done through people”. With the quick development of society and economy, the more composite
organizational structure marks the presence of a manager since his job is to facilitate efficient and effective
cooperation in order to attain the organizational objectives. Meanwhile, the position of manager has been
desired by many people not only because it sounds decent, but also it has power to some extent. Thus,
before becoming a manager , it is necessary to understand what a manger is , and what a manager should do
(Melé 2012).
A good manager must be a combination of sociologist, psychologist, economist, linguist and
anthropologist. There is no way to slop people from playing out their family roles at the office. The role of a
manager is considered to be responsible for his involvement towards the progress of the enterprise, his role
plays a major part in the positive effect on the company’s wealth – producing capacity, the direction of its
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business and performance (Drucker 2012). The modern view emphasizes that managers must be
accountable to the organization, not just have power and be responsible to others’ work.
THE HISTORY OF NATIONAL BOSS DAY
It all began in 1958 when a woman named Patricia Bays Haroski registered the holiday with the US
chamber of Commerce since she wanted to designate a for managers to show appreciation for their bosses.
She chose October 16 because it was her father’s birthday and she was working for him as a secretary in
Illinois. Four years later in 1962 the Illinois Governor officially proclaimed the day which is now observed in
the U.S and other countries such as Canada, Australia and India as well.
It is very important to have a strong relationship with the boss. This may be due to many reasons. A
boss has a remarkable amount of influence over workplace stress whether received or perceived. They are
the center piece in making a workplace exciting or a place that is dread visiting. They naturally hold the key
to your career advancement within the organization or at the time outside, they have their style of influence.
Relationship with boss is much like others. If both the people aren’t clear in their communications, then a
smallest issue will snowball a point where the relationship is no longer feasible.
KNOW YOUR BOSS
A boss today would be someone that an employee will be in touch with for the rest of his life. Of
course an employee may work for him for a shorter span of time, but the relationsh ip that they create
will be in a bigger picture. One may not know how will the person may play a role in the manager’s life
but the boss is the person who is very potential in every manager’s life.
It is not a matter where a manager works, or to whom he reports. One may think his boss may be
brilliant ore boring. But the fact is that the manager has to maintain a smooth relationship with the boss for
the advancement of the organization as well his personal career advancement. The manager should realize
that he is more dependent on the boss rather the boss on the manager. This is due that the boss holds the
key to the gate of the manger’s short term future. A boss may release a manager anytime and unconsciously
coldshoulder him by keeping him away from the communication loop and may give up the projects to
others. If the boss senses that the communication between him and the manager is not going well, he will
simply go work with the other co-workers rather than continuing with him. Henceforth it is mandatory for a
manager to manage a smooth relationship with the boss so as to last long in the particular position. So
before letting a mismanagement on the part of disrupting the career, a manager should take time to learn
the vital aspects and techniques of boss management. The following suggestions will get you started on the
right path and contribute to a more harmonious work day.
BOSS TRAITS AND MANAGEMENT TECHNIQUES
Following are the several examples of corporate bosses described in terms of stereotypic roles and
suggestions for saving yourself if you find yourself in any of these kinds of systems.
1. The Serious High-Minded Patriarch: This boss believes that the major problem with this
country is that the people are no longer sticking on to traditional values and practices. Most of his business
meetings include very little business talks and more of moral issues. He always comes up with quotes and
verses from literatures and scriptures and always speak about how his people can prevent things
intolerable activities from happening. Career advancement under such kind of person can happen only
when the manager also sticks to his policies rather than doing work. Ethics and stringiness are his bottom
lines and his ideologies can only be applied in a rural grocery store rather than a multinational business. The
person who disagrees this will be shown the door.
(a) Choose if you can live with it: it is not possible to get anywhere being rebellious. People like
him are strong in their moral values and even the God himself could not shake their beliefs. If a manager
realizes that he in such an environment, he must make up his mind either to accept it or just walk out. It is
not possible to start a revolution. Subscribe to the corporate line while you are there, and take off your flag
pin when you leave.
(b) Identify the hidden man: A business cannot run just with the religious belief and ethical
morals. There would be always a power that work towards taking care of the business. If a manager rally
wants to exist in the system, then he should try to find that person. If that person is identified, then
definitely he is the one to be close with.
2. Pleasant Weather Patron: This boss is a kind nice person and he or she believes more in
harmony and co-operation than believing in anything else. This boss cannot be approached with a problem
which involves emotional and personal disagreements. His or her ideology is that positive attitude always
wins. This kind of boss probably represents the country’s most common management style and it is not
altogether dysfunctional as long as the manager pays attention to important problems instead of sweeping
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everything under the rug. Typically, the emotional conflicts are ignored.
(a) Set your priorities: It is imperious to realize that this kind boss has a very limited tolerance for
problems. Have your priorities light and ask him to take on one issue at a time. Make sure that you start
from the top. Do not try to warm him up on the little stuff.
(b) Prepare your presentation: it is the manager’s duty to develop a good plan for presenting the
issue at the same time he should hold all the necessary information at hand and member to gather more
facts than feelings.
(c) Give positive information: To get this person’s ear, the manager should never come with
complaints rather with solutions and plans for ming things better.
3. The Dark Daddy: The boss’s mood cannot be predicted. If he feels good the office would be
bright and shine. If he is in a bad mood, a tiniest flaw will be torrent. This person is confident yet difficult to
work with. He delegates his stress to his subordinates making them more stressed to the situation.
(a) Deal with him directly: A good style of doing this is to say ‘Sir, when you said……., I felt …… Is that
what you intended? People like this boss usually do not fire any one or do irreparable harm to your career.
They tend to goad people into leaving. If you deal directly with him, expect a lot of petty attacks but nothing
really big. It depends on how much you take.
(b) Try flattery: A manager should realize that people like this boss are using their characters so
much of the time that they are very undiscriminating about emotional issues. They bend extremely subject
to compliments, so if you want to get their ear, you can use flattery so bald-faced that you would not believe
an intelligent person could fall for it. It can save you from humiliation or unpleasant behaviour, and you can
use it to get special favors, if that is what you want.
TIPS TO STRENGTHEN THE BOSS-MANAGER RELATIONSHIP
There is no need to love the boss but in order to work well a manager is supposed to do so. Most of
the employees quit their jobs due to the troubled relationship with their bosses. This kind of frictions not
only affects the morale, productivity, happiness but also the career negatively. Whereas a positive
relationship has a significant influence such as career advancement, promotions, higher self-esteem etc. A
good relationship may mean different to different people, but the core meaning is that if you have a strong
bond with your boss then it is very easy to prosper in your job. The following are a few tips to strengthen
the boss-manager relationships.
Put Yourself in your boss’s shoes: Make out the challenges your boss will be meeting that day and be
prepares with the possible solutions. It is important to expect the questions the boss may ask for and be
prepared with thoughtful answers or the immediate steps for them to make. Thinking head and out of the
box will help to project you as an invaluable team member.
Show the Value: You have been appointed for a reason, so it is the duty of the manager to make sure
that he is adding value to the concern or for the position he is holding. Bosses want their managers to not
only agree with them but also be willing to speak up about the realities and the challenges in the business
that are need to be addressed. So the manager should be a person that speaks with facts, confidence and
reasonable suggestions that produce results. This will help to build the boss’s confidence in you.
Make your Boss Look Good: Every business man cares about their reputation in their field. It is the
manager who plays a major role in making their boss look good and happy. And if they are happy you will
also be happy. Never make an attempt to correct your boss before others. This will make them
embarrassing. Even if your boss is wrong, better mention it of after the people had left. The display level of
professionalism not only benefits you personally but also reflects highly of your boss.
Know How to Communicate: A manager should know the right time to communicate the right
message to him. He should also be prepared with the answers for the questions and should be able to
deliver them at the appropriate time.
Get to Know your Boss: A manager no need to be friends with his boss. But it is not a mistake to ask
him how his weekend was. Bosses are also humans and so the manager can communicate with them on a
personal level.
Show Respect: This is a very crucial thing in a manager’s career. Even if you don’t like your boss it’s
your bound duty to respect him for his position for a reason.

CONCLUSION
The boss necessarily should be a mentor, cheerleader, go-to person, and advocate all in one to their
employees and so it is important to implant trust so that this can happen. There may be situations where the
boss will be erratic or dysfunctional. In such cases the manager should be patient and find out the right
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person who is able to get to know the situation and work through. It doesn’t mean that the manager should
struggle in the dread pool. If he feels hard he has all the privilege to quit the place. No matter until you work
for him Focus on your priorities and on what you want to happen rather than pointing out all the bad things
that are going on. Never keep work related secrets from the boss. Let them know that you are on their side.
You want to have a solid, long-term relationship with your boss. If nurtured properly, this relationship
will last a lifetime and you will forever have this person in your court and on your team.

REFERENCES
1. Drucker, P. (2012). The practice of management. Routledge.
2. Melé, D. (2012). The firm as a “community of persons”: A pillar of humanistic business ethos. Journal of
Business Ethics, 106(1), 89-101.
3. Zhang, T. (2017). The Responsibilities and Attributes of Managers Today.
4. https://www.forbes.com/sites/jacquelynsmith/2013/10/16/14-tips-for-improving-your-relationship-with-
your-boss/#1d53c4dc59b0
5. https://www.fastcompany.com/3029311/12-ways-to-build-the-best-relationship-with-your-boss

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INFLUENCING FACTORS OF CUSTOMER SATISFACTION AND E-LOYALTY:

ONLINE SHOPPING AMONG THE YOUNG AGE CONSUMERS WITH
REFERENCE TO CHENNAI CITY

D.Venkatesan1 & Dr.P.Murugan2

1ResearchScholar, R.V Govt Arts College,Chengalpattu-603001
2Asst.Professor & Research supervisor, R.V Govt Arts College,Chengalpattu-603001

ABSTRACT: According to internet survey (2016) stated that among the Indian population, 70% of the internet
users are young age group in India. Most of the youngsters are buying their product online. Similarly, many
online shopping companies are coming up more and more. Online shopping attracts the many young age group
consumers, and it will fulfill their demand also. Hence this study is finding that factors influencing consumer
satisfaction and how this satisfaction leads to loyalty. The convenience sample used in this study and the
sample size was 100. Statistical tools used by SPSS. The following variables are used webdesign, security,
information quality, e-service quality, and e-loylty to measure the impact on customer satisfaction and e-loyalty.
Overall, the findings of this study help retailers to formulate and implement effective online marketing
strategies, as well as in the decision making the process.

Keywords: customer satisfaction, website design, security, e-service quality, information quality, e-loyalty, online
shopping

Introduction
Online business has shown rapid growth in the past years despite the uncertainty of the world
economy today. A research conducted in 2012 showed that the online shopping market in Chennai is
expected to increase to over INR.9bil in 2016 (Ueno, 2012). It will promote intense competition in the
market. In order to remain competitive, online businesses need to know effective ways on how to
satisfy their customers’ needs and wants. Roughly more than 11 million people from the market are of
ages 15 and above, and access the online from anywhere (comScore Inc., 2011). The more numbers of
online customers prove that customer satisfaction in an online business is an essential factor for
profitability (Guo, Ling & Liu, 2012).
Last research has shown that when customers are satisfied with a company or service, there is a high
possibility that they will share their experience with other people (Nelson, 2012). Therefore it is
crucial for the business to take into account their customers’ satisfaction because this will retain
customer loyalty, as well as attract potential customers (Guo et al., 2012). Few crucial factors
determine customers’ satisfaction, and thus, online businesses should be well revised with the
antecedents of customer satisfaction in the e-commerce industry (Guo et al., 2012). Once these factors
are proficiently understood, customers’ satisfaction will increase and consequently improve business
performance.
This study aims to examine the various factors that influence customers’ satisfaction in an online
shopping environment in Chennai, specifically amongst the young generation of ages ranging from 18
to 35 years old. Furthermore, this study also identifies the relationship between customers’
satisfaction and e-loyalty in online shopping. The findings of this study are more valuable to e-
marketers to make better decisions on their online marketing promotion. Moreover, the result of this
study adds value to e-marketers. The available business resources may be fully utilized to improve the
main features that can directly increase e-customer satisfaction, as well as retaining their loyalty
towards online retailers. Most importantly, online marketers could avoid spending their valuable
resources on online retail features that may not positively influence consumer satisfaction and loyalty.
This would give a massive benefit to online retailers to promote long-run business growth by creating
loyal customers.

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Literature review
E-Customer satisfaction
According to Khristianto, Kertahadi and Suyadi (2012), E- customer satisfaction has generally viewed
as a result of comparison between the consumer expectation and experience; E-customer satisfaction
achieved when the experience meets or exceeds a customer’s expectation. Satisfaction and loyalty are
essential factors that determine the success of market strategy performance (Khristianto et al., 2012).
The Satisfied customers are most likely to have the repurchase intention if the service provider
reached or exceeded their expectation (Alam & Yasin, 2010).
Website design
Luo et al. (2012) Stated that an excellent website design adds more value to customers’ experience and
helps the low visibility e-retailers on post-purchase satisfaction, which in turn, increases the
customers’ satisfaction. In Mustafa’s (2011) research shows that user-friendly quality, such as website
design is positively related to customer satisfaction. These studies are similar to the research of Park
and Kim (2003), who state that website design is significant to portray an online marketer’s
competence in providing customers with a convenient e-commerce environment, which will
subsequently influence their satisfaction. Accordingly, the first hypothesis framed as below:
SECURITY
Security defined as the ability of the online to secure the personal information of the customers from
any unauthorized person use of information disclosure during the electronic transaction (Guo et al.,
2012). Security is considered a significant factor that is taken seriously by online customers (Mustafa,
2011).
E-SERVICE QUALITY
Guo et al. (2012) state that service quality as the level of support for online retailers in providing a
service an efficient, as well as effective online shopping, purchasing, and delivery of products and
services. Christodoulides and Michaelidou (2011) explained that online retailers that can give and
exchange information via a formal or informal platform. The customers would most likely increase the
customers’ satisfaction and add value to the online shopping experience because quality management
is essential in maintaining the quality of the whole operation of the business to ensure that the most
excellent service quality is delivered to satisfy the customers.
H3: E-service quality has a positive influence on customer satisfaction towards online shopping in
Chennai
INFORMATION QUALITY
Park and Kim (2003) state that information quality based on how customers perceive the quality of
information given by online e-retailer. Customers are more likely to have a better decision when they
are given truthful information as much as possible. Therefore, the more quality information provided
by online retailers, the better the decisions could be done by customers with less time and effort,
which consequently leads to an increase in customers’ satisfaction.
H4: Information quality influences on customer satisfaction towards online
Shopping in Chennai
E-Loyalty
Ltifi and Jamel-- Eddine (2012) described that loyalty as a continuous relationship between the
customer and a particular brand. It could be interpreted as a resistance to change different brand
despite any problem encountered during the business process (Ltifi & Jamel Eddine, 2012). Also,
Mustafa (2011) defined loyalty as a repeat purchase behavior of the same brand. From the online
marketing perspective, Oliver (1999) defined loyalty as “a deeply held commitment to repurchase or
re-patronize a preferred product/service regularly in the future, thereby causing repetitive same-
brand or same brand-set purchasing.”
H5: Customer satisfaction has an impact on e-loyalty in Chennai.
RESEARCH OBJECTIVES
1. To study the factors influence customer satisfaction in an online shopping environment among
the young age generation.
2. To find out the relationship between customer satisfaction and E-loyalty.
RESEARCH HYPOTHESIS
Based on the research objectives, the hypotheses for the study are framed. The structural conceptual
model showing the relationship between the constructs under study are shown in Figure 1
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H1: Website design has a positive influence on customer satisfaction towards online shopping in
Chennai.
H2: Security has a positive influence on customer satisfaction towards online shopping in Chennai.
H3: E-service quality has a positive influence on customer satisfaction towards online shopping in
Chennai.
H4: Information quality influences on customer satisfaction towards online shopping in Chennai
H5: Customer satisfaction has a positive impact on e-loyalty in Chennai

Figure 1: Conceptual Model

Research Methodology
There are six variables used in the study, namely website design, security, e-service quality,
information quality, customer satisfaction, and e-loyalty, were operationalized in this study to test the
hypothesized relationships in the proposed conceptual framework. The statements and scales in the
questionnaire adapted from previous literature related to the scope of this study to ensure and
improve the validity of the questionnaire. Also, the scales and measurements adopted from the existing
literature were considered reliable, as Cronbach’s Alpha values for these scales were at 0.70 (Pallant,
2007). This value shows above the threshold limit.
A questionnaire was used for data collection. According to Forsa (2002), the questionnaire survey
method quick respond or decision from the respondents compared to the open-ended questions.
Furthermore, the data coded quickly for a range of statistical analyses. A convenience sampling method
applied in this study. 100 questionnaires were distributed to young age’s group ranging from 18 to 35
throughout the Chennai. After the pilot study, 20 responses removed from the sample. Finally, 80
responses were used for statistical data analyses.
Demographic Details Frequency Percentage
Variable (%)
Gender Male 35 44
Female 45 56
Age 18-‐‐‐23 years 24 30
24-‐‐‐29 years 44 55
30-‐‐‐35 years 12 15
Education Level Higher Secondary 14 18
Undergraduate 36 45
Postgraduate 20 25
Professional Qualification 10 13

Frequency of At least once a week 11 14

Online Shopping 1 to 3 times a month 33 41.25
Once every 2- 3 months 24 30
Once every 4- 6 months 12 15

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Results
Table 1 has shown summary details of the personal profile of the respondents. As presented in the
table, 44% of the respondents are male, and 56% of respondents are female. In terms of age-wise, the
majority of the respondents are between 24 and 29 (55%), followed by age between 18 and 23 (56%);
while 15% of respondents are aged between 30 and 35. Next, 45% of the respondents have
undergraduate qualifications, 25% are respondents with postgraduate qualifications and followed by
13% with professional qualifications (ex.Ph.D, Doctor).
The frequency of online shopping, the respondents of this study are considerably somewhat familiar
with the online shopping environment, as 41.25% of respondents have online shopping experience at
least 1 to 3 times within a month, and followed by 30% of the respondents have online shopping
experience once every 2 to 3 month whereby only 14% of the respondents shop online at least once a
week.
Table 2. Mean, Standard Deviation, Kurtosis, and Skewness
Variables Mean Standard Kurtosis Skewness Cronbach
Deviation Alpha
Website Design 5.158 1.071 0.439 0.758 0.869
Security 5.068 0.827 -‐‐‐0.152 ‐0.614 0.926
E-­­­Service Quality 5.080 0.755 0.305 -‐0.567 0.937
Information quality 4.212 0.679 0.528 -1.243 0.879

Customer satisfaction 4.161 0.183 2.364 ‐2.962 0.707

E-­­­Loyalty 4.801 0.289 1.780 ‐1.550 0.759

Table 2 has shown the mean value standard deviation and the values of skewness and kurtosis for the
corresponding variables in this study. The mean scores of the variables are falling between 4.161 to
5.158, and the values for standard deviation are in the range from 0.183 to 1.071. Generally, the mean
and standard deviation values explain relatively a spread out of data points around the mean. In terms
of the normality test of the data, both kurtosis and skewness values are in the range between 3 and 3,
and the outcome shows that all the items that form the variables are normally distributed (Lawrence,
1997).
Furthermore, Table 2 also shows the results of the reliability test conducted to all the variables. The
values of the Cronbach alpha variables are: website design (0.869), security (0.926), e-‐‐‐service
quality (0.937), information quality (0.879), customer satisfaction (0.707) and e-‐‐‐loyalty (0.759).The
reliability values satisfied the recommended scale of 0.7 (Pallant, 2007). Finally, the analysis showed
that all items that make up the variables in this study fulfilled the statistical norms.
Table 3. Coefficient Summary
Unstandardized Standardized Collinearity
Model Coefficients Coefficients t Sig. Statistics
B Std. Error Beta Tolerance VIF
(Constant) 2.059 .085 33.464 .000
WD .020 .025 .090 .829 .411 .453 2.214
Sec .029 .028 .118 1.038 .005** .427 2.347
ESQ .052 .023 .297 2.679 .009** .435 2.265
IFQ .089 .035 338 2.889 .005** .386 2.664
Notes: WD = Website Design, Sec = Security, ESQ= e-service quality, IFQ = Information Quality. ** = P <
0.05.

The Collinearity Statistics as shown in Table 3, all independent variables contain tolerance value
greater than 0.1: website design (0.453), security (0.427), e-service quality (0.435) and information
quality (0.386). According to Bruin (2006), tolerance value shows the percentage of variance in the
predictor that could not be accounted for other predictors. Tolerance values that are greater than 0.1
indicate that the variables have a high tolerance level; thus, the predictors are not required (Bruin,
2006). Similarly, overall independent variables do not display any multicollinearity problem because
all variance inflation factors values (VIF) are not higher than 10 (Robert, 2007). The VIF values are
website design (2.214), security (2.347), e-‐‐‐service quality (2.265), and information quality (2.664).
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Further the table 3 shown the value of t-statistic for website design value is 0.829 (p-value > 0.05) and
Beta is 0.090. Hence, the website design does not influence consumer satisfaction in an online
shopping environment. Thus, H1 is rejected. Besides, the t statistic for security value is 1.038 (p-value
< 0.05) and Beta is 0.114. Hence, security does influence consumer satisfaction in an online shopping
environment. Thus, H2 is accepted.
Furthermore, the t-statistic for e-service quality value is 2.679 (p--value < 0.05) and Beta is 0.297. The
result showed that e---service quality has a significant impact on consumer satisfaction in online
shopping. Hence H3 is accepted. Followed by, the t-statistic for information quality value is 2.889
(p-value < 0.05) and Beta is 0.338. So, information quality is found to have a positive influence on
consumer satisfaction in an online shopping environment in Chennai. Hence, H4 is accepted.

Discussions and implementation of the study

The results for the relationship between website design and customers’ satisfaction with similar
research was studied by Alam, Bakar, and Ismail (2008) that was also conducted in Malaysia.
According to Alam et al. (2008), stated that younger customers have more involvement in purchasing
goods or services online. For example, 41.25% of the respondents in this study shop online at least 1 to
3 times within a month. This result showed that several young age persons are frequently shopping in
online. However, some of the online website designs are not the user-friendly environment. Hence,
there is no significant relationship between web design and customers’ satisfaction.
The relationship between security and customer satisfaction are highly significant. In the previous
study found that security did not impact on customer satisfaction (Mustafa 2011). In this study, the
security value significantly impacts on customer satisfaction. The reason is that the majority of buyers
are making the payment online. The online companies which provide sound security system, the young
buyers are getting more satisfaction. Hence, in hypothesis 2, there is significant acceptance in the
relationship between security and customers’ satisfaction.
According to Chang et al. (2009) explain in their research that online retailer could provide customers
with diversified ways of communication channels to increase the efficiency in communicating with the
customers. The various communications channels provide customers with the flexibility and
convenience to reach or contact the online retailer and hence influence their satisfaction. Therefore,
based on these findings, online retailers must emphasize more on these criteria. E-service of an online
retailer should cover both pre-purchase and also post-purchase stage. Thus, by improving e-service
quality, it could help to increase the customers’ satisfaction.
According to Delarosa and Susilo (2013) explain that information quality is essential in the information
search and evaluation stages. It is because the information provided in a website influences customers’
purchasing decision. In addition to that, the information presented should be relevant and
straightforward with the products offered because customers do not want to be puzzled nor confused
with information. Therefore, the quality of information leads to a better purchasing decision, which
nurtures the purchasing intention, subsequently increases customer’s satisfaction
The customers’ want is fulfilled, it leads to excellent satisfaction; when customers satisfied, and they
continuously purchase or become loyal to the online e-retailer (Lin, 2013). It is happening because
satisfied customers trust that they will experience tremendous and satisfying service on their next
purchase. In addition to that, customers who satisfied will also spread the positive word of mouth to
others once they are happy or satisfied with the online purchase. Satisfactions usually arise when
customers build up trust toward the online retailers and thus, a positive influence on an action or
behavior, which is the e-loyalty.
The retailer must enhance its business features, and based on that; customer satisfaction will increase
tremendously. The e-retailer must satisfy the customer in all aspects. Young age consumers have more
demands when buying the product online. So the retailer should fulfill their aspiration, then it leads to
more satisfaction and continuously purchases their product.

Limitations and future studies

The study is conducted only within Chennai city. Sample size which collected only from who regularly
buying the product in online and sample size was small. The study focused on young age consumers. In
future study may conduct another age consumer, and further research could conduct the same study in
another city also.

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Conclusion
There are three variables of online shopping features provide a positive impact on customers’
satisfaction, and these variables are security, e-service quality, and information quality. In addition to
that, it has found that customers’ satisfaction does positively influence e-loyalty in the online shopping
area. Therefore, online retailers can use this information in their decision-making process in order to
achieve customers’ satisfaction and consequently sustain the business. On the other hand, Web design
variables do not have a significant positive relationship towards customers’ satisfaction. Thus, it
recommended that an online shopping customer in Chennai, particularly young adults, does not
perceive website design features to be significant factors that would influence their overall satisfaction.
The results of this study have proven that there is a difference in preference amongst the young adult
generation. In conclusion, the number of online business is increasing more and more, and it shows
how important it is for business retailers to understand the business environment, to target customers
in order to strive better and above the competitors, as well as to sustain their businesses in a long run
basis.

References
1. Alam S., Bakar Z., and Ismail, H. (2008). Young customers online shopping: An empirical study. Journal of
Internet Business, 5(1), 81-98.
2. Alam S., and Yasin, N. (2010). An investigation into the antecedents of customer satisfaction of online
shopping. Journal of Marketing Development and Competitiveness, 5(1), 71-78.
3. Anderson, R.E., and Srinivasan, S.S. (2003). E-satisfaction and e-loyalty: A contingency framework.
Psychology and Marketing, 20(2), 123-38.
4. Bednarowska, Z., and Jedruszek, B. (2012). PMR-Nearly 70% young people buy online. Retrieved from
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0%20%20Nearly%2070%20of%20young%20people%20buy%20online%20--%2002.pdf.
5. Brown, S. (2012). Measures of shape: Skewness and kurtosis. Oak Road Systems. Retrieved from:
http://www.tc3.edu/instruct/sbrown/stat/shape.htm.
6. Chang, H.H., Wang, Y., and Yang, W. (2009). The impact of e-service quality, customer satisfaction and
loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management, 20(4), 423-43.
7. Chellappa, R.K. (2002). Customers’ trust in electronic commerce transactions: The role of perceived
privacy and perceived security. Emory University, Atlanta.
8. Christodoulides, G., and Michaelidou, N. (2011). Shopping motives as antecedents of e-satisfaction and e-
loyalty. Journal of Marketing Management, 27(1-2), 181-197.
9. comScore, Inc. (2011). Social networking accounts for one third of all time spent online in
Malaysia.Retrieved from
http://www.comscore.com/Insights/Press_Releases/2011/10/Social_Networking_Accounts_for_O
ne_Third_of_All_Time_Spent_Online_in_Malaysia.
10. Delarosa, M.D., and Susilo, S.N. (2013). The antecedents of online customer satisfaction and customer
loyalty. Journal of Business and Retail Management Research, 7(2), 57-68.
11. Dwyer, F.R., Schurr, P.H., and Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing,
51(April), 11-27.
12. Evans, J.R., and Laskin, R.L. (1994). The relationship marketing process: A conceptualization and
application. Industrial Marketing Management, 23(5), 439-452.
13. Forza, C. (2002). Survey research in operation management: A process based perspective. International
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14. Ghasemaghaei, M., and Hassanein, K. (2013). Customers’ satisfaction with online information quality: The
moderating roles of customer decision making style, gender and product involvement. Retrieved from:
http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1079andcontext=ecis2013_rip.
15. Guo, X., Ling, K.C., and Liu, M. (2012). Evaluating factors influencing customer satisfaction towards online
shopping in China. Asian Social Science, 8(13), 40-.

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AN INVESTIGATION ON HR TECHNOLOGY AND LATEST RECRUITMENT

TRENDS

Mr.J.M.Jaffar Sadiq
Assistant Professor, Department of Commerce
Mohamed Sathak College of arts and science, Chennai, Tamil Nadu, India

ABSTRACT: With associations endeavoring to explore the moving business scene, ability has turned into a
remarkable concern. Organizations are contending to draw in the best ability and keep the best representatives
in an inexorably aggressive work advertise with augmenting aptitude holes. To unravel this, the HR business is
admiring innovation to be the friend in need. In that capacity, it is of next to nothing unexpected that the HR
Tech industry is seeing the most troublesome periods it has found in this decade. The HR Technological trend
has remarkably improved in 2019 based upon the organization strategy and recruitment process which they
are implementing all over the years.

Keywords: Innovation, HR Tech, Technology, Trend, Organization, Industry, Aptitude Holes.

I.) INTRODUCTION
HR tech inclines in 2018 : Looking at the potential for the following huge thing in leap forward innovation,
financial specialists have pushed as much as much as $3.1 billion interest in 2018 alone.Truth be told, Q3
2018 alone observed over $1.1 billion, which is more than the absolute VC venture seen in 2017. We've seen
tech inclines in HR that have reshaped enrolling in 2018. With 2019 only half a month away, let us see what
the patterns demonstrate about the fate of HR Tech in 2019.

II.) OBJECTIVES OF THE STUDY

1.) The Study Links the Employers with the employees in order to hire them for the organization based upon
the HR recruitment trends.
2.) Fascinate and enable an ever increasing number of applicants to apply in the organization.
3.) Recruit intellects for the organization based upon the new HR Technology / Trends.
4.) HR Tech emphasize applicants to grab their attention and improve the organization reputation by
recruiting good employees.
5.) In order to improve the new Recruitment process HR Tech professionals implement more ideas to make
the process simple and precise.

III.) STRUCTURE OF HR TECH IN 2019

Here is the rundown of the main 10 HR tech inclines that will change the HR business in 2019:
HR tech pattern #1: Mechanical procedure Robotization
While Man-made consciousness has figured out how to computerize the Ability Obtaining process,
Mechanical Procedure Mechanization expects to change the manual procedures including the HR division.
The mechanical procedure robotization (or RPA innovation) is hoping to pack tedious procedures like
representative onboarding, so new workers can invest more energy in the activity work than with the HR
office.
RPA innovation is focusing at the 93 percent of HR administrators time redundant errands like making
another worker record in the representative database, gathering representative documentation and
including another worker in the finance framework.
HR tech pattern #2: HR examination
Information has achieved checked criticalness over the most recent couple of years. HR Tech will totally
change the HR job into an information driven capacity. This applies to everything directly from procuring
hopefuls by utilizing ability securing examination to giving advancements and from worker the executives to
representative presentation.
HR Tech plans to improve organization efficiency by considering information about existing and potential
workers. Examination models help organization uncover significant measurements identified with
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representative execution. Utilizing examination organizations can foresee representative maintenance,
recognize worker work changes that are probably going to result in elite results and prescribe the essential
preparing for workers to close the ability holes.
Notwithstanding, the legitimacy of the forecasts from the diagnostic models is totally subject to the
information that it is sustained with. In addition, associations will require asset individuals to comprehend
these models and apply them successfully.
HR tech pattern #3: Workforce arranging and streamlining
Given the signs that we have seen in 2018, we can securely expect that 2019 will be the year with a restored
spotlight on enrolling from inside in this manner expanding degrees of consistency. Organizations will rely
upon HR Tech answers for gauge the workforce request, compute the worker turnover rate and even
foresee steady loss.
Organizations are putting in a great deal of exertion to appropriately design their workforce as establishing
abilities which can push them to rapidly react to business needs. Additionally anticipating the prerequisites
for future necessities is assuming a basic job in expanding the usage of workers.
Further, there is a normal increment in the seat usage as the greater part of the assets on the seat will be
coordinated to existing requests inside, along these lines diminishing the reliance on outside enrollment.
HR tech pattern #4: Ability the executives
Organizations are progressively understanding the estimation of a human first way to deal with business.
This has brought about interest in great ability, yet dynamic help for both the individual and expert
advancement of their workers.
Organizations are utilizing HR Tech to give lucidity to representatives on how their commitments sway the
business. This outcomes in paramount worker encounters that drive selecting and maintenance.
In any case, the most significant change that is normal in this area is that of execution evaluations. The well
established procedure is relied upon to be totally supplanted by unique objective setting, persistent
execution registration, and publicly supported input. Utilizing HR Tech, managers will be progressively
dynamic in driving responsibility down to the workers, esteeming discussion over documentation,
estimating iterative advancement.
This dimension of worker commitment alongside information examination will enable associations to get to
holes to future-verification the workforce. This progress into an advanced workforce is relied upon to help
in taking care of the maintenance issue.
HR tech pattern #5: Learning and improvement
In an offer to make a computerized workforce, L&D will get a gigantic lift. Representative preparing will be
made advanced and innovation will change the manner in which workers submerge themselves with L&D
utilizing computer based intelligence and AR/VR arrangements.
While L&D is customarily worried about aptitudes required at work, a few new activities offer it remotely to
applicants that distinguish themselves with enthusiasm for a lifelong way, consequently helping
organizations recognize and evaluate which hopefuls are focused on the way.
Likewise moving far from essential center capabilities, organizations are presently additionally building up
their workers' delicate aptitudes, for example, passionate insight, joint effort, and arrangement.
Also, with a gamified L&D framework, organizations are attempting to boost the web based preparing
background for even the most bored student utilizing identifications, focuses, pioneer sheets and network
contribution.
HR tech pattern #6: Finance the executives
Innovation will keep on hugy affecting finance the executives. Fundamental estimations and procedures like
expense derivation and advantages will be totally robotized, ruling out blunder. Additionally, the progress to
cloud-based administrations makes finance the executives for associations spread over the globe, making it
all inclusive oversaw while being handled locally.
There is more spotlight on more profound mix with the HCM frameworks offering a two-path
correspondence between the frameworks. At the point when overseen accurately, HCM joining will
empower associations to accomplish a worldwide viewpoint on the workforce with the security of
neighborhood consistence.
HR tech pattern #7: Enlisting encounters
Ability Securing has seen a great deal of interruption throughout the most recent couple of months.
Nonetheless, with innovation, it is currently being seen as an encounter. This year will see competitor
partaking in a completely vivid encounter that is a mix of current onboarding rehearses and virtual, fanciful
encounters.
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The whole enlistment lifecycle will be changed carefully. Everything directly from resumes to interviews is
set to be digitized utilizing innovation. This will guarantee that the hopefuls have a consistent competitor
experience.
HR tech pattern #8: Enlistment showcasing
This will be the year that the HR division will concentrate on actualizing advertising strategies for enrolling.
This incorporates supporting and drawing in skilled people to the association. This is required to be the
response to the ability crunch that the business is right now encountering.
A significant part of this would incorporate Manager Marking - the association's notoriety and ubiquity as a
business, and its representative incentive. With research showing that 75% of occupation searchers
investigate about an organization's notoriety and manager brand before applying, this is turning into the
need of great importance for HR divisions.
HR divisions are additionally utilizing Online networking more than ever. Social enrolling implies something
other than advancing your manager image on the conventional Web-based social networking channels like
LinkedIn, Facebook, and Twitter. Web journals, gatherings, work sheets and friends audit destinations are
likewise being utilized to improve the organization's boss image.
HR tech pattern #9: Remote workforce
Innovation has been a key empowering influence for associations to spread out universally utilizing a
remote workforce. This has definitely decreased the foundation costs and has helped get to generally
difficult to reach ability.
This pattern is just going to keep grabbing. At the present rate, remote stages will end up desirable over eye
to eye correspondence, inferable from the extra capacities they give. While ponders as of now demonstrate
that innovation is valuable in guaranteeing the efficiency of telecommuters, artificial intelligence will help
oversee remote staff in a progressively composed way helping them organize their remaining task at hand
and offer moment input. Also, supplanting video conferencing with VR conferencing will make
correspondences all the more genuine.
HR tech pattern #10: Worker wellbeing
Wellbeing customarily implied taking care of the strength of representatives by means of step programs,
practice plans, and better dietary patterns. In any case, with the development of HR Tech, managers are
putting included center tending to the passionate, physical, money related and proficient requirements of
workers.
Utilizing the information from programming stages, wearable, and other information sources, HR experts
are presently ready to keep away from burnout and hold workers. Special arrangements incorporate
specialist interview, preventive wellbeing registration, budgetary wellbeing counsel, positive brain research,
conduct science, stress and nervousness method for dealing with stress. Innovation can make HR groups
increasingly beneficial from multiple points of view. Executing these HR tech techniques will make your life
simpler and guarantee that you remain in front of your
Significance of actualizing new selecting patterns in 2019
Regarding enrollment patterns, 2019 will bring a new arrangement of selecting patterns that will
fundamentally affect your enlisting procedure. The 15 top selecting patterns for 2019 that you have to begin
actualizing as quickly as time permits, else, you will finish up being the failure in the war for ability before
the year closes. It's a hopeful driven market out there, the manner in which we enroll has changed.
Contrasted with only a couple of years prior, applicants presently have unmistakably more power amid the
pursuit of employment.
As indicated by research and each enrollment specialist and HR proficient regular work involvement, the
present place of employment showcase is 90% competitor driven. That implies you don't pick ability any
longer. Ability picks you.
Thusly, securing and procuring perfect position competitors, particularly those with popular aptitudes, has
turned into an amazingly hard, costly and tedious.
That is the reason there is a noteworthy move going on in enrolling worldview. The attention is currently on
competitors, who are being dealt with like clients.
The difference in worldview brings a totally different arrangement of popular expressions and new selecting
patterns. We featured 15 most significant among ongoing patterns in selecting that will have the best by and
large effect on the enrollment business in 2019.

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IV.) The significance of enlistment advertising
Enlistment advertising is a control that has been presented as a result of the present circumstance in the
work showcase. Its fundamental objective is to pursue the most recent patterns in the market and offer
answers for the organizations that best beat these new difficulties. Organizations that initially embrace
these new enlisting accepted procedures will be bound to pull in ability. This is the reason Enlistment
Advertising will be at the sole top of the enrollment patterns 2019.

V.) Top enlisting patterns

Enlistment advertising :-
Enlistment advertising system depends on the execution of promoting strategies in selecting. Enrollment
advertising is the way toward sustaining and drawing in skilled people to your association utilizing
promoting strategies and strategies.
Top selecting pattern No. 2: Inbound Enrolling
Inbound Enrolling is an enlistment promoting technique where you proactively and consistently pull in
applicants with the objective to cause them to pick you as their next manager. Your objective in inbound
enrolling is to pull in, convert and connect with competitors.
The significance of inbound selecting : Of late, there has been a change from outbound to inbound
enlisting. Just contacting the applicants and offering a vacant position isn't the best approach to pull in
ability any longer. On the off chance that you are searching for a long haul answer for development your
enlisting and contracting procedure, inbound enrolling is the enrollment pattern you ought to receive.

Figure No.1 Recruitment Trends in 2019

Top enlisting pattern no. 3: Manager Marking
Boss brand
Boss brand is the term normally used to depict an association's notoriety and prominence as a business, and
its worker offer, instead of its progressively broad corporate brand notoriety and incentive to clients. Boss
marking thoughts are basic for structure a solid and alluring business brand.
The significance of business marking :- Research by LinkedIn has demonstrated that over 75% of
occupation searchers look into about an organization's notoriety and boss brand before applying.
Organizations with a terrible notoriety battle to pull in competitors, however they likewise battle to hold
workers. This is the reason manager marking is one of the top enrollment patterns of 2019!
Top enrolling pattern no. 4: Applicant experience
Applicant experience
"Hopeful experience" is current, past and potential future competitors' general view of your organization's
selecting procedure. It depends on applicants' sentiments, practices and frames of mind they experience
amid the entire enlisting process, from sourcing and screening to meeting, procuring lastly onboarding.
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The significance of hopeful experience :- Since applicants who had a positive hopeful involvement in your
enlisting procedure will more probable acknowledge your activity offer, reapply in future and allude others
to your organization.
On the other side, a negative applicant experience can cost you in excess of a couple of hopefuls - it can even
lose your organization heaps of cash! The most well known case of this is the situation of Virgin Media, an
organization who determined that a terrible applicant experience costs them a stunning $5.4 million every
year!
Top enrolling pattern no. 5: Ability pools
Ability pool
Ability pool alludes to a spot or database where enrollment specialists and HR Administrators keep the
majority of their top employment hopefuls. Ability pools make hopefuls that have connected for
occupations, yet in addition sourced, alluded competitors, silver medalists and applicants that have
enthusiastically joined your pool in an inbound manner.
The significance of ability pool :- Envision if each time you had an employment opportunity, you had a
pool of ability from which you can simply pick the best one! Sounds incredible, isn't that so? This is the
motivation behind why numerous spotters have effectively embraced this enlistment pattern and began
building a brilliant hopeful database for present and future needs.
Top enlisting pattern no. 6: Hopeful Relationship The executives
Competitor relationship the board
Competitor relationship the executives (CRM) is a strategy for overseeing and improving associations with
present and potential future employment hopefuls.
The significance of applicant relationship the board :- Having a solid applicant relationship the
executives has rapidly turned out to be one of the main 2019 enrollment patterns. This generally new
strategy for enlisting was acquainted with the universe of ability obtaining as an answer for one of the
greatest difficulties in the HR business - pulling in ability.
Top selecting pattern no. 7: Social Enrolling
Social selecting
Social selecting is utilizing online networking channels for enlisting. The term alludes to various methods for
utilizing internet based life systems, (for example, Facebook, Twitter, LinkedIn and so forth.) and sites (web
journals, discussions, work sheets and sites like Glassdoor for instance) to discover, pull in and procure
ability.
The significance of social enlisting:- Social enlisting goes past posting current empty occupations
advertisements on your organization's informal organization accounts. It offers quite a lot more! You can
utilize web based life systems to proactively scan for potential hopefuls, fabricate an association with them
and urge them to apply for your empty occupation positions. In view of the considerable number of
conceivable outcomes it offers, social enrolling has turned out to be one of the main 2019 enlistment
patterns.
Top enlisting pattern no. 8: Enlistment robotization instruments
Enlistment robotization devices
Basically, enlistment robotization instruments are programming that utilization new innovation to
mechanize enrolling process. Robotization of selecting process has been around for some time, however at
this point it will go past HRIS, Candidate Following Framework (ATS) and Enlistment Promoting
Programming. The new pattern is programming that offer 2 of every 1 devices - coordinate the two ATS and
Enlistment Promoting arrangements under one stage.
The significance of enlistment robotization devices :- These new across the board devices offer
assistance in finding, pulling in, drawing in, sustaining and changing over hopefuls into candidates. They
likewise streamline, rearrange and robotize enlisting process, making it quicker and increasingly proficient.
Those associations that have up till now been too moderate to even consider incorporating computerization
into their enrollment frameworks are in risk of losing the best possibility to their progressively ground
breaking contenders. This is the reason utilizing enlistment apparatuses is fruitful selection representatives'
preferred enrollment pattern!
Top enlisting pattern no. 9: GDPR
GDPR
General Information Assurance Guideline (GDPR) is another bit of EU enactment that will supplant the
present Information Security Act (DPA) with the objective to bind together information guidelines inside the
EU.
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The significance of GDPR :- GDPR will give individuals more noteworthy command over their own data,
which implies it will totally change the way enrolling works in 2019. It will be presented on 25th May 2018
at which time those associations in rebelliousness will confront substantial fines. This is one the latest
patterns in enlistment.
Top selecting pattern no. 10: Information driven selecting and HR Investigation
Information driven selecting and HR examination
Information Driven Selecting and HR Examination are articulations used to exhibit enlisting strategies in
which arranging and basic leadership depend on information obtained through HR innovation, for example,
Candidates Following Frameworks and Enrollment Advertising Stages.
The significance of information driven selecting and HR examination:- Utilizing information driven
measurements is an enlistment pattern that can give you some incredible bits of knowledge on which parts
of your procuring technique function admirably, and which ones have opportunity to get better. Focusing on
your HR investigation and utilizing information driven selecting has demonstrated to improve the absolute
most significant enlisting measurements, for example, time to employ, cost to contract and nature of
contract.
Top enrolling pattern no. 11: Worker referrals
Worker referral programs are authoritatively a standout amongst the most gainful methods for enlisting
ability and filling open positions.
May explore has demonstrated that alluded representatives take most limited to contract and locally
available, and require way less cash. That being stated, we needed to put worker referrals to our rundown of
best enrollment patterns for 2019.
S.No Recruitment Channel In Percentage (%)
1.) Referred 29
2.) Job Boards 39
3.) Career Site 55
Tabular Representation No.1 Recruitment Channel (Source : Linked in Network)

Figure No.2 Worker Referrals (Source : Linked in Network)

Top selecting pattern no. 12: Ability Sourcing

Proactive ability sourcing has turned into an unquestionable requirement have enrollment technique.
LinkedIn investigate has appeared just about 36% of potential hopefuls are work searchers. Be that as it
may, over 90% of them are keen on finding out about new openings for work.
Top selecting pattern no. 13: Cooperative procuring
Shared contracting is an enlisting strategy wherein both HR groups and groups from different divisions
cooperate to discover and enlist ability. Community oriented contracting is critical as it altogether improves
the nature of new contracts. Thus, turnover rates drop which emphatically impacts the general enlistment
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and procuring technique. For these reasons, community enlisting was picked as top 15 enrollment patterns
for 2019
Top enlisting pattern no. 14: Organized meetings
Organized meetings are turning into the most well known meeting type among numerous businesses. Here
are a couple of focal points of organized meetings:
• Effectiveness
• Objectiveness
• Fairness
• Legal faultlessness.
Look at what is the contrast between organized, semi-organized and unstructured prospective employee
meetings.
Top selecting pattern no. 15: Key arrangement
Selecting and enlisting ought to be lined up with the general business system! As organizations can't develop
without individuals, selecting ability ought to be progressively vital.
With the end goal for enlisting to be increasingly vital, it is important to distinguish organization's future
needs and objectives. In view of that present and potential future expertise holes ought to be recognized. In
view of the outcomes, HR groups should design their employing endeavors to help business development!

VI.) CONCLUSION
Take your selecting procedure to an unheard of level in 2019.The field of HR is constantly creating and
evolving. This change is unavoidable in view of an ever more youthful and progressively worldwide
workforce. That is the reason it is essential to watch out for the most recent patterns that will influence
enrolling industry in 2018.

REFERENCES :
1.) Work Rules, Insights from the Inside Google , that will transform how you live and Lead -Laslo Bock Page. 28-
115 , 123-198.
2.) Https://www.talentlyft.com, HR Recruitment trends and technology.
3.) Creating Organizational Excellence by Identifying, Developing, and promoting your best people – Lance
A.Berger , Dorothy R.Berger, Page No. 220 – 322
4.) Mc Graw Hill ; 1 Edition (October 1, 2003) Page No. 118 – 197 ISBN-13: 978-0071414340

114 IJRAR- International Journal of Research and Analytical Reviews Special Issue
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026

A Study on Work Life Balance of College Students as a Part Time Worker

– with Special Reference to Arts and Science Colleges in Chennai City

K.M.S.Vinitha1 & Dr.R.Rangarajan2

1PhD Research Scholar, Department of Commerce, University of Madras, Chepauk, Chennai- 600 005
2Professor, Department of Commerce, University of Madras, Chepauk, Chennai- 600 005

ABSTRACT: The Aim of the study is to analyze the current scenario of Art and Science College students’ part
time work and their work life balance. Nowadays many students are going to part time work before or after the
college hours. This kind of behavior make lots of difference between students thinking about the money and
their future, so the study covers two aspects in the questionnaires i.e. reason for part time work and how they
are balance the work life. By convenient sampling method the study randomly selected the respondents from the
Arts and Science College in Chennai City and to find out the methodology part the study used Frequency, ANOVA
and Exploratory Factor Analysis. From the help of methodology, the study concluded that there is a significant
relationship between negative relation and personal support for work life balance of second and third year
students and Income per month is used to support their family is the reason for the part time job students. There
is a lack of support in work place and in college somehow they are balancing their work life balance. Finally the
research suggesting the part time job students want personal care to understand their difficulty from family
background, so they expect the support from college teachers and as well as in work place.

Keywords: Part time students, Behavior and Work life balance

Introduction
The study highlights the Work life balance of part time college students, it is one of the western
cultures and in India it plays very vital role towards student work life. In past decade everyone are lack of
awareness about part time job towards college students. In this generation, while studying most of the
students are showing their interest in part time work due to some sort of family problems and other
personal issues. In this decade the part time job is very demand and various part time jobs are available
from that students obtain various exposures about the Part time job culture through foreign countries.
The work life balance is the major part of the humans’ life; it is very challengeable part to balance
the work, home, and other aspects of life. In current scenario, there are a lot of organization and small
sectors needs the workers for the job, so lots of organization are planned to capture the college students and
the part time job it has been increased in various aspects of private organization.
Work life balance helps to understand the responsible of personal life but for college students it will
affect their physical, emotional and mental health due to work pressure. From this culture few of them
accomplished towards their future, but most of them are not able to balance their work life. So this study
majorly researched about how they are balancing their work and the studies, what makes them to choose
this part time job and overall how they are overcome the pressure from the part time work.

Highlighted of the Study

“The term work- life – balance is recent in origin, as it was first used in UK and US in the late
1970's and 1980's, respectively. Work-life balance is a term commonly used to describe the balance that a
working individual needs between time allocated for work and other aspects of life”
“Work life balance is an important area of human resource management that has received
increasing attention from the government as well as management and practitioners, academic researchers,
and the popular media” and “Since the 1960’s work-life balance literature has tended to focus narrowly on
women and the double burden of family responsibilities, which excluded employees without children or
other caring commitments”.
The study concentrate future generation students work life balance, this generation students are
the moral support for our nation. Everyone has mentality to live comfortable and to enjoy in this world.
Apart from those college students few of them are struggling in their life for studying and also to sustain in
this world because they don’t have proper atmosphere background. Due to sort of this situation students are
going part time job to balancing their life work.
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Review of the Literature
The major study of work life balance of part time students are done in many aspects so that
literature and other concepts related to the research was reviewed
Tania Ang (2008) has aimed to investigate the balancing work and life among students in New
Zealand. The empirical study helps the research to find out the result of part time working students are
randomly selected by focus group and interview questions are asked towards participants are recruited for
the study. In this study the author finalized that the students had difficulties when balancing the multiple
demands of work, study and social activities. So the students are missed the lectures health issues, increased
stress and lack of sleep. Even though the students facing difficulties the researcher highlighted that the
students are also gaining their relevant skill, and polishing CV’s are one of the impressive part of culture in
New Zealand.
Vincent I.O Agyapong (2012) has analyzed the work life balance among part time MBA students of
the kwame Nkrumah University of science technology school of business in Ghana. For the 423 respondents
and questionnaire the researcher used descriptive statistics, independent sample t-test and analysis of
variance (ANOVA) are applied to find out the perception of the part time workers told that there is a
disagreement of fairness between the work load and full time workers are significantly perceive in their
work place are offering the reward for their performance.

Research Gap
In early study many research work has been framed work life balance and also few researchers
focused the part time students in various aspects on foreign culture, but none of them did this topic in
Tamilnadu that too about the work life balance of part time students in arts and science colleges in Chennai
City. So, the present study has attempted to analyze the opinion about the reason for working in part time
and how the college students are balancing the work life with their academic and social activities.

Significance of the Study

The work life balance of working hours are limited and there is not much of hope for the part time
job because there is lot of gaps between regular and part time jobs like wise work stress, equality, flexible
environment, competitiveness, health and safety. The past study have covered lots different path in work
life balance but this study covers the work life balance of part time working students in Chennai city.

Objectives of the Study

1. To know about the Demographic Profile of Part Time Students of Work Life Balance.
2. To analyze the difference between demographic profile and Work Life Balance of Part Time Work of
College Students
3. To analyze the difference between demographic profile and Reason for Part Time Job of College
Students.

Hypothesis of the Study

1. There is no Significant Relationship between Year of study and Work Life Balance of part time work
of college students.
2. There is no Significant Relationship between Income per month and reason for part time job of part
time work of college students.
Methodology of the Study
The purpose of the study is to understand the work life balance of part time working students, the
study well covered about the opinion of part time working students and how they manage their work life
balance through well-structured questionnaire. The convenient random sampling has been used to collect
the response from college students.
Source of Data
The presented study research was carried by secondary data and primary data, the post research
work has been well verified and to elaborate the theory part I have used internet, magazines, books,
journals, PhD thesis, published and unpublished researches and other related documents to collect
secondary data. Finally with help of secondary data I have framed the structured questionnaires for the
current respondents of part time students to find out their work life balance through demographic and
technological point of view collected from the primary data.

116 IJRAR- International Journal of Research and Analytical Reviews Special Issue
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
Sampling Design
The present study selected part time students of arts and science college students and reliability of
work life balance for the research work. It is feasible to cover the entire population by their opinion towards
the work and how the student balancing their part time job. So, the Researcher has adopted the convenient
random sampling for the study. The researcher has selected a sample size of 100 respondents for the study
in the Chennai city.

Tools for Analysis

The researcher has used the following tools to analyze the work life balance of pat time students in
Chennai city.
 Percentage analysis
 Factor Analysis
 ANOVA
Area of the Study
The study covers the area of Chennai city only.

Limitation of the Study

The respondent of the study is selected from the Chennai, because this study is done in Arts and
Science college students in Chennai city and structure questions are well framed. Due to time duration the
data has been confined into 100 respondents.
Data Analysis and Interpretation
Table 1
Demographic Profile of the Respondents
S.No Particular Frequency Percentage
Gender
1 Male 98 70
2 Female 42 30
Total 140 100
Marital Status
1 Single 138 98.6
2 Married 2 1.4
Total 140 100
Level of Degree
1 UG 90 64.3
2 PG 43 30.7
3 M.Phil 7 5.0
Total 140 100
Years of the Study
1 First Year 30 21.4
2 Second Year 52 37.1
3 Third Year 58 41.4
Total 140 100
Income per Month
1 Up to Rs.4000 75 53.6
2 Rs.5000 to 10000 55 39.3
3 Rs.10000 and Above 10 7.1
Total 140 100
Mode of Transport
1 By Walk 25 17.9
2 Bi-Cycle 12 8.6
3 Two Wheeler 62 44.3
4 Bus 27 19.3
5 Train 14 10.0

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Total 140 100
Distance from college to workplace
1 Near 37 26.4
2 Far 56 40.0
3 Moderate 47 33.6
Total 140 100
Hours of work per day
1 1 to 3 hrs 48 34.3
2 4 to 6 hrs 69 49.3
3 More than 6 hrs 23 16.4
Total 140 100
Family Income per Month
1 Rs. 10000 – 15000 94 67.1
2 Rs.16000 – 25000 33 23.6
3 Rs.260000 – 30000 7 5.0
4 Above Rs.30000 6 4.3
Total 140 100
Source: Primary Data

Interpretation:
From the above table, it is cleared that overall only 2% of the respondents are married, the majority
of 70% male are working part time and most of the respondents are studying UG third year (41%). 53% of
part time students are earning up to Rs.4000 and 69% of family income per month chosen 10000 – 15000.
Majority of the respondents are telling that they are working for 4 to 6 hours and 40% of respondents are
working Far from the college, so to mange work life 62% of the respondents are going part time job by using
two wheelers.
Table: 2 Factor Analyses
Factors Items Mean Communalities Variance Factor
(SD) (Eigen Value) Loadings
F1 To meet out my pocket 3.68 .754
.816
Expenses (1.048)
Developing Knowledge 3.56 .750 25.666
and skill is the reason for (1.114) (2.567) .781
me to work at part time
I prefer part time job in 3.40 .613
order to utilize my leisure (1.130) .632
timings
F2 For future plans, I am 3.18 .629
.808
working at part time (1.165) 16.179
To gain experience in this 3.51 .672 (1.618)
.740
field of work (1.056)
F3 Out of passion, I am going 3.14 .621
.756
for part time (1.127)
For my own savings, I 3.31 .626 13.172
preferred to do job on (1.199) (1.317) .718
part time basis
Influences from my 3.49 .551
.585
friends and other people (1.141)
F4 To pay my college fees I 3.50 .732
.804
am forced to go to job (1.261) 11.286
To support my family 4.42 .682 (1.129)
financially I am going for (.953) .786
part time job
Total variance = 66.303% Meaningfully Extracted as 4 Dimensions
Cronbach’s Alpha Value = 0 .609 of 10 items
KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy = 0.611
(Bartlett’s Test of Sphercity Approx. Chi-Square 258.794; df = 45; Sig .000)
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Source: Computed data
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

From the above tabulation it is clearly defined that KMO value (0.611) and Bartlett’s Test of
Sphericity with approximate chi square value are statistically significant at 5 percent level. So the factor
analysis revealed that the questioners distributed normally towards respondents. Hence from the 10
variables the factor analysis reduced into 4 potent factors for the study. Those 4 factors namely: Factor 1:
Purpose in Life, Factor 2: Personal Development, Factor 3: Personal Interest and Factor 4: Personal
Need are the main reason for the college students to choose the part time work.
Table: 3 Factor Analyses
Factors Items Mean Communalities Variance Factor
(SD) (Eigen Value) Loadings
WLB1 I lost my sleep and 3.34 .656
.791
(1.198)
I often skip my breakfast 3.52 .600
.708
and lunch (1.141)
I am less satisfied with my 3.12 .667 18.444
(3.873) .619
college life (1.220)
I face heavy work3.24 .724
.606
pressure (1.197)
I feel physically and 3.36 .482
mentally tired due to (1.170) .594
college and work
WLB2 My job assignments affect 2.96 .744
.788
my academics (1.052) 11.808
I frequently think of 2.97 .635 (2.480)
leaving this part time job (1.112)
.707
because of lower
performance in academics
WLB3 I manage exams without 3.79 .764
.814
arrears 1.083
I feel balanced with job & 3.45 .583 10.186
.663
academics (.972) (2.139)
I get reasonable pay for 3.59 .648
.634
my work (.944)
WLB4 My friends are helpful and 3.65 .734
.811
supportive to me (1.052)
Money from my part time 4.04 .504 7.709
.560
job is very useful to me (.889) (1.619)
I get enough support from 3.71 .547
.481
my parents (1.096)
WLB5 My part time job relates to 3.13 .735
my career path which I am (1.280) .831
planning to do 5.594
I am working in safety 3.66 .655 (1.175)
.461
environment (1.036)
I receive academic support 3.30 .557
.444
from faculties (1.091)
WLB6 I learnt and gain 3.31 .659
.769
knowledge from my job (1.151)
I get scholarship from my 3.05 .680 5.134
.687
college (1.395) (1.078)
I feel I am compelled to go 2.99 .572 .458
for part time (1.238)
WLB7 I get support from my 3.59 .583 .686
Boss (1.956) 4.840
I have sufficient time to 3.91 .650 (1.016) .678
study (1.072)
Total variance = 63.716% Meaningfully Extracted as 7 Dimensions
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Kaiser-Meyer-Olkin Measure of Sampling Adequacy = .681
Cronbach’s Alpha Value = .744 of 21 items
KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy = 0.739
(Bartlett’s Test of Sphercity Approx. Chi-Square 614.000; df = 210; Sig .000)

Source: Computed data

Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

From the above tabulation it is clearly defined that KMO value and Bartlett’s Test of Sphericity with
approximate chi square value are statistically significant at 5 percent level. So the factor analysis revealed
that the questioners distributed normally towards respondents. Hence from the 21 variables the factor
analysis reduced into 7 potent factors for the study. Those 7 factors namely: Factor 1: Personal Scarifies,
Factor 2: Negative Relation, Factor 3: Positive Relation, Factor 4: Personal Support, Factor 5:
Environment Support, Factor 6: Self Acceptance and Factor 7: Manageable helps the college students
to balance their part time work and the academic.
Table: 3 ANOVA
Sum of Mean Sig/
Particulars df F Sig.
Squares Square Non Sig
Between Groups 24.183 2 12.092
WLB2 Within Groups 463.103 137 3.380 3.577 .031 Sig.
Total 487.286 139
Year of Study
Between Groups 30.307 2 15.153
WLB4 Within Groups 639.293 137 4.666 3.247 .042 Sig.
Total 669.600 139
Source: Computed Data
Interpretation
From the above ANOVA tabulation, the result clearly revealed that there is a significant relationship
between the negative relations and personal support are less than 0.05 is highly influencing variables from
the year of study the mean value (6.3654) of second year students are preferring that there is a negative
relation and the mean value (11.9310) of third year of students are stated that there is a personal support in
part time work. Overall opinions of part time work of second year students’ are facing heavy job assignment
in their work. There is not much difference between the third year students of negative relation and
personal support from their parents and friends towards the part time work some of them felt that they are
not able to concentrate in their academic.
Table: 4 ANOVA
Sum of Mean Sig/Non
Particulars df F Sig.
Squares Square Sig
Between
5.704 2 2.852
Financial Groups
Income per
supporting for Within 3.244 .042 Sig.
month 120.432 137 .879
family Groups
Total 126.136 139
Source: Computed Data
Interpretation
From the above table, it provides that there is a significant difference in the reasons for part time
job variables towards income per month are less than 0.05. From the 10 variables only one factor is highly
significant is financial supporting for family compared to the income per month, up to 4000 variable mean
value (4.59) is high compared to the financial supporting for family.

Findings
 Majority of 98% male college students are going for part time work
 90% of UG students are going for part time work and balancing their life work
 In year of study majority of 58% of third year students are preferring part time job
 Most of the students work place are Far from the college
 Majority of 75% of them earning income per month is up to Rs.4000
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 69% of college student part time working hour is 4 to 6 hours
 94% of college student family income level is Rs.10,000 to 15,000
 It is found that the year of study shows that there is a significant relationship between work life
balance of college students through negative relation and personal support factors for their part
time work.
 Most of the students are going part time job and there is a significant relationship between earning
up to Rs.4000 for financial supporting for their parents.
Suggestions
1. The study shows that there is a various opportunity for college students in part time job to gain
more information from organisation or private sector and college life will teach how to balance the
work life and personal life.
2. Students preferred that there is a less salary for part time job. They felt there should be a
reasonable pay for their job.
3. In modern generation suggestion for college students to do part time job related to their studies.
Then only they will gain more knowledge related to their academics.
4. Students suggested that Government should give scholarship for less family background every caste
students should treat equally.
5. The government should create separate scheme for the part time students’ students should enroll in
that scheme from that the government itself want to allocate job for the students for part time job.
Then only it will be standard experience and will be learning process for the students.

Conclusion
The study concluded this research that students are suffering lot in their personal life so they are
scarifies lots in their life some students are not able to concentrate in their academic due to work pressure
students are often thinking to quit their job. To overcome this sort of issues the college students are going to
part time job to balance the personal life for that they want a proper guidance and help towards their career,
mainly the teachers should know the background of such students and want to motivate in their academics.
In this generation the students are balancing their work life. With the help of methodology the researcher
came to the end that there is a significant difference among the income per month and year of study of the
respondents and the reason for part time job and their work life balance factors of financial support for
family, negative relation and personal support. The chapter revealed that the income per month and year of
study students are don’t have that much difference in their opinion between the work life balance and the
reason for the part time job there is a negative relation but the students are overcome the work pressure
with the support of family and friends.

References
1) Vincent I.O Agyapong (2012), Worklife Balance among Part – Time MBA students of the Kwame Nkrumah
University of Science and Technology School of Business In Ghana, Volume: 3, No.13, July 2012.
2) Ibiyinka Stella OJO (2014), Work Life Balance Policies: A Case Study of Nigerian Female University Students,
ISSN: 2222-1905, Volume 6, No.12, 2014.
3) Tania Ang (2008), Balancing work and Life among Students
4) Remigiusz Gawlik, Gorm Jacobsen (2016), Work –life Balance Decision – making of Norwegian Students:
Implications for Human Resources Management, Volume: 45, No.4, 2016.

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SATISFIED EMPLOYEES MAKE HIGHER ORGANIZATIONAL

PERFORMANCE – A STUDY WITH SPECIAL REFERENCE TO EENADU

B.Haritha1 & Dr.M.N.PrabaDevi2

1Student, Department of Management Studies,SRM Institute of Science &Technololgy, Vadapalani,
2Associate Professor,Department of Management Studies, SRM Institute of Science & Technology

ABSTRACT: Job satisfaction is a complex and multifaceted concept, which can mean different things to different
people. Job satisfaction is usually linked with motivation, but the nature of this relationship is not clear.
Satisfaction is not the same as motivation. "Job satisfaction is more an attitude, an internal state. In recent years
attention to job satisfaction has become more closely associated with broader approaches to improved job
design and work organization, and the quality of working life movement. The relationship between job
satisfaction and performance is an issue of continuing debate and controversy. One view, associated with the
early human relation's approach, is that satisfaction leads to performance. An alternative view is that
performance leads to satisfaction. This study emphasize on the employees satisfaction and their performance in
Eenadu.

Keywords:

1.1 INTRODUCTION
Eenadu (Telugu: ఈనాడు) is an Indian Telugu-language daily newspaper which is the
largest] circulated Telugunewspaper in Andhra Pradesh and in Telangana, India. According to the Indian
Readership Survey (IRS) Q1 2012, Eenadu ranks at number six among the Indian language dailies with a
total readership (TR) of 5,906,000. Eenadu ("This day"; "This country", having two meanings in Telugu) was
founded by the Indian media baron RamojiRao in 1974. Eenadu's rapid expansion enabled diversification of
its portfolio by venturing into other markets such as finance and chit funds (e.g. Margadarsi chits), foods
(Priya Foods), film production (UshaKiran Films), film distribution (Mayuri Films), and a group of television
channels (ETV). All the businesses are organized under the Ramoji Group.Various editions of Eenadu exist
throughout the Telugu-language speaking Indian states of Andhra Pradesh and Telangana, as well as in
cities such as Chennai, Bengaluru, Mumbai and New Delhi.

1.2 HISTORY OF EENADU:

Initially, the circulation of Eenadu was limited. When launched in the city of Visakhapatnam, it wasn't able to
sell more than 3,000 copies a week. Eenadu found itself struggling to become a daily publication ranked
amongst othlication. However, it was popular in regions and rivalry was still an issue. Eenadu hired a new
set of directors to be part of its key decision and management group which drove it towards what it is today:
the mostly high circulated newspaper in the region.Eenadu was launched from Visakhapatnam in 1974
by RamojiRao, a businessman with other successful enterprises: Priya Pickles and MargadarsiChitfunds. At
that time, the Andhra Prabha, owned by the Indian Express Group, was the leading regional
newspaper.Eenadu began with a print order of 4000 copies, composed by hand and produced using a
second hand printing press. But by the time it was admitted into the Audit Bureau of Circulations in 1976, its
circulation was 48,000. By 1978, Eenadu surpassed Andhra Prabha''s circulation and by 1995, two other
rivals Andhra Patrikaand Udayam folded, leaving Eenadu with over 75% of the audited circulation of Telugu
dailies.
When Eenadu expanded to Hyderabad in 1975, it divided the city into target areas, recruited delivery boys
three months in advance and gave away the paper for free for a week. During the 1980s, technology
enabled Eenadu to spread over larger areas besides the main cities. Earlier, it was difficult to manage even
the three editions of the 1970s (Visakhapatnam, Vijayawada and Hyderabad) because the only
communication facilities were the telegram, telephone and teleprinter, which had limited presence in rural
Andhra Pradesh. But with the introduction of offset printing, photocomposing software and
computers, Eenadu was able to launch editions in smaller towns like Tirupathi in 1982. From the 1980s, the

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news editor of Eenadu, from his Hyderabad office, oversaw an enormous local-based news gathering and
disseminating organization.
However, by the end of the 1980s, there were six substantial Telugu dailies running, and the business was
highly competitive. In 1989 Eenadu introduced ‘district dailies (tabloid edition)’ to carry its presence into
not only district towns like Rajamundry, Karimnagar, Guntur and Adilabad, but also taluka towns like
Suryapet and Tadepalligudem. Each publication centre became responsible 40 engineers to run its printing
presses. Eenadu'sdistrict dailies were based on market research that heavy local content would generate
new groups of readers and boost advertising revenue. Now the district dailies print local news specifically
for each major location in the area, thereby negating the need for any separate local daily. A special section
is published every day of the week.

3.1 OBJECTIVES OF THE STUDY

 To examine the employee satisfaction and their performance at Eenadu.
 To understand the factors that caused employee satisfaction

4.1 RESEARCH METHODOLOGY

This study is made with the help of theoretical knowledge as well as practical knowledge & some advises &
suggestions from the concerned professionals. As far as practical is concerned, all the information about
EENADU is available on internet as well as our gathered information from our target audience. Overall this
mission has been completed with the combination of all those things and it had been with the best of my
facts and knowledge.
4.2 RESEARCH DESIGN
Convenience research is adopted for this study. The major purpose of research deals with the satisfaction
and the working of the employees.
4.3 SAMPLING DESIGN
This study used Convenience sampling method. The population for this study includes the employees of the
organization 60 respondents were selected for the study on Convenience basis.
4.4 DATA COLLECTION
For achieving the objectives of this study, data were gathered from both primary and secondary sources.
4.5 Primary Sources:
This study used questionnaire and distributed it to the target audience.
4.6 Secondary sources:
 Information from the websites.

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5.1 FINDINGS
 More than 70% of the respondents were highly satisfied with their position in their work
place.
 More 80% of the respondent’s abilities and skills are well utilized.

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 Of the respondents had sufficient tools and resources to do a perfect job.
 The respondents highly agreed that the supervisors had given them their phase to develop
and grow on it which leads to betterment of the work.
 More than 50% of the respondents highly agreed that they were rewarded for the quality of
my efforts.
 More than 86% agreed that the organization supports to have a positive image to their
family and friends.
 100% of the respondents have never observed or experienced any discrimination or
harassment in the company
6.1 SUGGESTIONS
 Training
 Better Package and 5 days working will definitely build on good productivity.
 Monthly/Quarterly - incentives will motivate and will give us healthy competitive
environment.
 Saturday off/Alternate off - to help us build balanced work & family life.
 Periodic Training - To help us equip with latest set of skills & industry based training.
 Agency/Client programs - To help us generate strong PR with the clients & agencies.
 Company must hire better individuals who are trained in skills which is required for
carrying out a particular Job.( Not go for low cost option but instead go for a quality which
can serve you better)
 The employee should get a chance to do market visit in our area to understand more
about our market in depth
 Direct HR access and clear and transparent HR polices even at executive level.

7.1 CONCLUSION:
In today’s increasing competitive environment, organizations face a lot of challenges. Many organisations
are struggling to be strong competitor to achieve its goals and objectives. Workforce now a days are the
organizational key success factor, therefore organizations put a lot of thought and effort to disccover the
degree of employee satisfaction in order to enhance the performance and attain overall organisation
objectives. Understanding job performance for each employee is essential as important organizational
decisions are based on individual performance leading to an organizational success.

BIBLIOGRAPHY:
 RESEARCH METHODOLOGY - RAVILOCHANAN. P
 WIKIPEDIA.COM
 https://www.streetdirectory.com/travel_guide/20642/careers_and_job_hunting/job_performance_and_satisfa
ction.html
 https://www.thebalancecareers.com/employee-satisfaction-1918014
 https://www.researchgate.net/publication/46524930_JOB_SATISFACTION_AND_EMPLOYEES'_WORK_PERFO
RMANCE_A_CASE_STUDY_OF_PEOPLE'S_BANK_IN_JAFFNA_PENINSULA_SRI_LANKA
 GOOGLE. DOCS

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THE MILK MAN OF INDIA (A study with Special Reference to

Dr.VergheseKurien)

K.Lavanya1 & Dr.M.N.PrabaDevi2

1Student, Department of Management Studies,SRM Institute of Science &Technololgy, Vadapalani,
2Associate Professor,Department of Management Studies, SRM Institute of Science & Technology

ABSTRACT: “We rise by lifting others.” ―Robert G. Ingersoll

Social entrepreneurship has become the buzz word in India and around the world. People have found this
concept of philanthropy a bit intriguing in nature. It has the best mixture of social service and entrepreneurship;
this combination makes it most attractive and so unique in nature. Usually entrepreneurship is related to
economic activities and being ruthlessly profit making and ignoring social benefits or societal wellbeing.
VergheseKurien was an Indian social entrepreneur who is known as the Father of White Revolution in India for
his Operation Flood, the world's largest agricultural development programme. This transformed India from a
milk-deficient nation to the world's largest milk producer, surpassing the United States of America in 1998. He
was the chief architect who made India the largest milk producer in the world (with 17% of the global total),
and along the way drawing millions of rural farmers out of poverty. He successfully set up 30 institutions of
excellence (like AMUL, GCMMF, IRMA, NDDB) which are owned, controlled by farmers and run by
professionals.As the definition of social entrepreneurship itself clarifies that its fine combination of
entrepreneurship and societal gains. In recent times, the concept has taken new identities and shapes, and has
been accepted among wider areas.This paper attempts to explore the journey of Dr.VergheseKurien, who
changed the story of milk and dairy products of India.

Keywords: Social Entrepreneurship, Social needs, social entrepreneurs

1.1 INTRODUCTION
1.1.1social entrepreneurship
The entrepreneurship has many other types as well; it is divided on different traits and criteria, one of the
criteria being Social. This type of entrepreneurship is very unique in nature and has different blends of
components. The prime objective of social entrepreneurship stands different than the usual objectives of
entrepreneurship; here social benefits are clubbed with economic benefits. Most of the times, social
entrepreneurship is used in synonymous with social service/work. The similarities are there, but the
biggest difference is existence of profits. In social work, NGOs or social workers only focus on work which is
being done for the poor or deprived section; it is not for profits, but for service. On the contrary, social
entrepreneurship includes profits in social service together and puts non personal benefits in focus. Social
entrepreneurship is a very beneficial phenomenon as it addresses the bottom of the pyramid of market by
offering products and services, which are both innovative and cheap. Making the goods available to deprived
section of the market and earning profits from them. The consumers of social enterprises are very low
income people, who have minimum income but maximum demands, social entrepreneurs device such a
product or services which can address both thecriteria of this market segment which is generally referred to
as bottom of the pyramid market. In a nutshell, social entrepreneurship fills the gap which is left unattended
by economic entrepreneurship. It makes its profits as against to social work/services by selling a unique and
innovative product/services to neglected section of customers, helping them grow and develop the
standards of living, while social entrepreneurs make money out of it. One can put it like this as well; social
entrepreneurship is just another type of entrepreneurship with certain characteristics, including making
profits, selling, and innovation. But difference is, it is not totally depended or stresses upon the profit
making, rather it focuses on social changes and social gains over personal gains. Societies who are
experiencing social inequalities can benefit a lot from socialist form of entrepreneurship. The entire
mechanism of social entrepreneurship remains same as economic entrepreneurship, except few
distinctions, which set apart this from conventional or economic entrepreneurship. India has been in need
of social entrepreneurship for a very long time and could be benefited more. Some social enterprises which
are established in India are changing the very face of society by balancing the social imbalance. Government

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of India also encourages such initiatives by motivating them and awarding them time to time along with
some private institutions doing the same.
1.1.2 Social Entrepreneurship
Social entrepreneurship is an approach by start-up companies and entrepreneurs, in which they develop,
fund and implement solutions to social, cultural, or environmental issues. This concept may be applied to a
wide range of organizations, which vary in size, aims, and beliefs.For-profit entrepreneurs typically measure
performance using business metrics like profit, revenues and increases in stock prices. Social entrepreneurs,
however, are either non-profits, or they blend for-profit goals with generating a positive "return to society".
Therefore, they must use different metrics. Social entrepreneurship typically attempts to further broad
social, cultural, and environmental goals often associated with the voluntary sector in areas such as poverty
alleviation, health care and community development.At times, profit-making social enterprises may be
established to support the social or cultural goals of the organization but not as an end in itself.
1.1.3 Social Entrepreneurs
A social entrepreneur is an entrepreneur who works to increase social capital by founding social ventures,
including charities, for-profit businesses with social causes, and other non-government organizations. These
types of activities are distinct from work of non-operating foundations and philanthropists who provide
funding and other support for them. A few examples of social entrepreneurs and their systems-changing
solutions include:
Dr.VergheseKurien is an Outstanding social entrepreneurscreated an iconic brand inAmul, made India an
exporter of milk and drove more money into the hands of the small dairy farmer, creating a white
revolution.

2.1 SOCIAL ENTREPRENEUR - VERGHESE KURIEN

Dr. VergheseKurien (26 November 1921 – 9 September 2012), known as the 'Father of the White
Revolution' in India,was a social entrepreneur whose "billion-litre idea", Operation Flood, the world's
largest agricultural dairy development programme,made dairy farming India's largest self-sustaining
industry and the largest rural employment provider, being a third of all rural income,with benefits of raising
incomes and credit, riddance of debt dependence, nutrition, education, health, gender parity and
empowerment, breakdown of caste barriers and grassroots democracy and leadership.It made India the
world's largest milk producer from a milk-deficient nation, which doubled milk available per person and
increased milk output four-fold, in 30 years.
He joined Loyola College in Madras (now, Chennai) at the age of 14, graduating in science with physics in
1940, and then got a bachelor's degree in mechanical engineering from the College of Engineering ,
Guindy which at that time was part of University of Madras , in 1943. . He was thus, sent to the Imperial
Institute of Animal Husbandry in Bangalore (now, National Dairy Research Institute, southern station,
Bengaluru) where he spent nine months, and merely bid time out to be sent to America. Here too, by
choosing some dairying electives, rather perfunctorily, at Michigan State University , he returned with a
master's degree in mechanical engineering (metallurgy) (with a minor in nuclear physics), instead, in 1948.
He did train in dairy technology, with a sense of purpose eventually, in 1952-53, on a government
sponsorship to New Zealand, a bastion of cooperative dairying then, and to Australia, when he had to learn
to set up the Amul dairy.
In 1949, Kurien was sent by the government of India to its run-down, experimental creamery at Anand , in
Bombay province (later Bombay state and now part of Gujarat state since 1960), and began to work rather
half-heartedly, to serve out his bond-period against the scholarship given by them for his master's degree.
He began to volunteering to tinker with the primitive dairy equipment of Tribhuvandas Patel , who sought
his help to process the milk of farmers he had brought together after a strike in 1946, forming a cooperative
society to purchase their milk, at Kaira (now, Kheda) nearby. Tribhuvandas's efforts and the trust placed in
him by farmers inspired Kurien to dedicate himself to establishing that dairy cooperative, Kaira District
Cooperative Milk Producers' Union Limited (KDCMPUL) (which came to be known popularly as Amul dairy),
at Anand.

3.1 REVIEW OF LITERATURE

Granovetter (1985) concluded that economic activities take place within a social context and consequently a
firm’s economic activities are affected by the cultural context in which it is rooted. Social entrepreneurship
can be mapped to business entrepreneurship in one way, of which opportunity identification is one of the
major components of the description. For the record, recognizing opportunities too is the starting point of
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social entrepreneurship but the current researches are typically fixated on social entrepreneurs but not on
the process of social entrepreneurship. As a result, very little research identified the need of opportunity
recognition and the factors influencing it. Entrepreneurial alertness makes it possible to make full use of
information when gained so that we can identify opportunities that were not found by others. An
individual’s distinguishing prior knowledge which forms a knowledge corridor is a substantial aspect for
opportunity recognition because this knowledge of entrepreneurs coming from their work experiences and
backgrounds, affects their comprehensive ability, judging skills, analytical and logical ability, application
ability and so on and so forth. Researchers generally stick with the opinion that entrepreneurs could obtain
information that was significant to opportunities with the help of their social networks, thus refining the
success rate of opportunity recognition. When entrepreneurial behaviour is entrenched in social networks,
the connection between these social networks and entrepreneurs and the association between resources
and opportunities could encourage or restrict entrepreneurial behaviour.
Jahanna and Ignasi (2006) aimed to explore the fundamentals of social entrepreneurship in order to guide
future research. The basic idea was that if social entrepreneurship was to become a structured field of
research, work must be done to simplify and describe crucial notions and paradigms regarding the same.
For this, we look on to hands-on examples of social entrepreneurship to categorize and elaborate the
necessary modules. Social entrepreneurship can be seen as a procedure of generating worth by integrating
resources in novel ways. These resource arrangements are proposed principally to discover and exploit
opportunities to produce social value by motivating social change or meeting social needs. Social
entrepreneurship can be regarded as a process involving the contribution of services and products but can
also denote the creation of new organizations. Social entrepreneurs are categorized by their very distinct
behaviours of special management skills, a desire to comprehend their vision, and a durable ethical fibre.
Not considering the definition of profit versus not-for-profit, the key variance between entrepreneurship in
the business sector and social entrepreneurship can be seen in the comparative significance given to social
wealth creation versus economic wealth creation. While in business entrepreneurship, social wealth
creation is considered a consequence of the economic value created, in social entrepreneurship the key
motivation is on social value creation.. Social entrepreneurship can suit on manifold forms depending on
socio-economic and cultural circumstances. Saying it in a different manner, the authors pointed to the
significance of the concept of embeddedness to the study of social entrepreneurship.
Ana and Murdith (2006) proposed that social entrepreneurship is implemented with suitable flexibility
where in some person or a group of people intent at creating social value either exclusively or at least in
some prominent way and envision a capacity to recognize and take advantage of opportunities to create that
particular value. They talked about how they employ innovation, extending from complete invention to
adopt originality of others, in producing and/or dispensing social value and are also prepared to handle any
type of risks that have occurred or can occur. They are unusually resourceful in being relatively undeterred
by scarce assets in pursuing their social ventures.

4.1 NEED FOR THE STUDY

Social entrepreneurship is distinct from the concept of entrepreneurship, yet still shares several similarities
with its business cousin.he difference between "entrepreneurship" and "social entrepreneurship", however,
stems from the purpose of a creation. Social entrepreneurs seek to transform societies at large, rather than
transforming their profit marginas classic entrepreneurs typically seek to do. Social entrepreneurs use a
variety of resources to bring societies into a better state of well-being.A broad definition of the concept
allows interdisciplinary research efforts to understand and challenge the notions behind social
entrepreneurship. No matter in which sector of society certain organizations are (i.e. corporations or
unincorporated associations, societies, associations or cooperatives), social entrepreneurship focuses on the
social impact that an endeavor aims at.
Kurien’s dedication, determination, and innovative ideas in improving the dairy industry earned him
recognition as the Milkman of India. A non-drinker of milk himself, VergheseKurien, put the Indian dairy
industry on the world map. He placed technology and management in the hands of the poor farmers,
empowering millions across the country to a better future. Kurien resigned from Amul in 2006, and the
other institutions he created and fostered for over 30 years. Though his later years at these institutions
were embroiled in controversies regarding his leadership, the 15 million farmer lives he changed, along
with the nation stays eternally thankful for his vision and service.Hence, this paper makes an attempt to
study the efforts of Mr. Dr. VergheseKurien towards social entrepreneurship and its impact on the society.

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5.1 OBJECTIVES OF THE STUDY
 To study the essence of social entrepreneurship.
 To evaluate the effectiveness of Dr. VergheseKurien in taking the society to a different altitude
from a mere domestic level to an international level.
 To appreciate the efforts of Dr. VergheseKurien and his social entrepreneurial activities.

6.1 METHODOLOGY
Information for the study was collected from Secondary sources like from various online sources,
books, and journals.
6.1.1 LIMITATION OF THE STUDY
The study is confined only to Shree. Dr.VergheseKurien, Social Entrepreneur.

7.1VergheseKurien and the White Revolution are synonymous:

What better example of exemplary entrepreneurship than the Amul revolution that broke all records of
catalyzing brilliant social changes. Here are a few details of the Amul story.In the year 1949, a young man
returned from US after completing his Masters in Mechanical Engineering to a creamery in Anand. He had to
serve out his bond period. Not happy with his work, he had made up his mind to leave the place. But his
mentor Tribhuvandas Patel persuaded the young entrepreneur to stay back to help him set up his dairy. The
rest, they say, is history. He was touched by the trust placed upon him by the farmers. He was however
dismayed at the discouraging state of monopolized milk production. So he soon set out to dedicate his life to
their cause. VergheseKurien changed the destiny of Indian dairy industry and became the propagator
(Sarathy) of India’s “White Revolution”.
Establishment of Amul
Kurien along with Patel started working on cooperatives in the Kheda district of Gujarat. Their partnership
led to the establishment of Amul. Through the Amul brand, he empowered farmers who until then were
treated as mere suppliers. They had to depend upon corporates to take their products to market. His model
cut out the middlemen and established a direct link between milk producers and consumers. Kurien’s
cooperative gave milk producers the control of procurement, processing and marketing of their products.
Kurien was instrumental in Operation Flood. This was a national milk distribution program in the 1970s
that turned a milk-deficient India to the world’s largest milk producer. Operation Flood brought about
higher employment and larger incomes. It enabled better nutrition and improved health. This initiative also
established democracy at the grassroots, influencing the lives and livelihood of many.
Amul model all over India
Kurien and his friend H.M. Dalaya were the first to produce powder from buffalomilk, Until then,
worldwide, cow milk was used to produce milk powder. This idea hugely helped farmers who were facing
the problem of surplus milk. This was also the reason Amul could compete successfully against its
competitor Nestle, which used cow milk to make them. Other important institutions established under his
leadership include Gujarat Cooperative Milk Marketing Federation Ltd and National Dairy Development
Board. The NDDB successfully replicated the Amul Model all over India. The results were extraordinary and
drastically increased the country’s milk production.
The Milkman of India
Kurien’s dedication, determination, and innovative ideas in improving the dairy industry earned him
recognition as the Milkman of India. A non-drinker of milk himself, VergheseKurien, put the Indian dairy
industry on the world map. He placed technology and management in the hands of the poor farmers,
empowering millions across the country to a better future. Kurien resigned from Amul in 2006, and the
other institutions he created and fostered for over 30 years. Though his later years at these institutions
were embroiled in controversies regarding his leadership, the 15 million farmer lives he changed, along
with the nation stays eternally thankful for his vision and service.
8.1 CONCLUSION
The word entrepreneurship is a mixed blessing. On the bright side, it implies a special, distinctive ability to
sense and act on opportunity, merging an out-of-the-box thinking with a unique perception of determination
to create or bring about necessary changes in the world. On the negative side, entrepreneurship is an ex
posts event because entrepreneurial activities need a passage of time before their true impact becomes
observable. Social entrepreneurs are leaders who need or possess two types of skills namely, the ability to
channelize varied stakeholder communities and long term adaptive skills and respond to changing

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circumstances. Social entrepreneurship in modern society offers an altruistic form of entrepreneurship that
focuses on the benefits that society may reap. Social entrepreneurs recognize immediate social problems,
but also seek to understand the broader context of an issue that crosses disciplines, fields, and
theories. Gaining a larger understanding of how an issue relates to society allows social entrepreneurs to
develop innovative solutions and mobilize available resources to affect the greater global society. Unlike
traditional corporate businesses, social entrepreneurship ventures focus on maximizing gains in social
satisfaction, rather than maximizing profit gains.
REFERENCES
1. https://nextbigwhat.com/startup-lesson-verghese-kurien-amul/
2. https://yourstory.com/2013/08/meet-indias-top-10-social-entrepreneurship-heroes
3. https://www.moneylife.in/article/verghese-kurien-the-original-social-entrepreneur/28579.html
4. https://journal-jger.springeropen.com/articles/10.1186/s40497-018-0094-6

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CORPORATE SOCIAL RESPONSIBILITY

PADMA JANANI I & DIVYA SHREE M & VAISHNAVI C

INTRODUCTION:
In the last decades, CSR has become very important strategy of the growing sectors. Companies spend a
major share of the marketing budget in CSR. The voluntary compliance of social and ecological
responsibility of companies is called Corporate Social Responsibility. It is basically a concept whereby
companies decide voluntarily to contribute to a better society and a cleaner environment. CSR corporations
commit to govern themselves with integrity by including positive economic, social and environmental
policies including environment efforts, philanthropy, ethical labor practices and volunteering.
As the era of liberalization, privatization and globalization set in India in 1991, many of the companies
which were already established and the companies which were established later saw tremendous growth in
terms of size as well as profits. Some of the companies looked beyond profits and started doing something
good for the cause of the society. Now it is mandatory for those companies whose net profit is Rs. 5 crore or
turnover is Rs. 1000 crore or net worth of Rs. 500 crore has to spend 2% of its profit according to
Companies Act because of which all the companies are spending on CSR projects.
In the early writings on CSR, it was referred to more often as social responsibility (SR) than as CSR. Perhaps
this was because the age of the modern corporation‘s prominence and dominance in the business sector had
not yet occurred or been noted.
Corporate Social Responsibility is a growing and important part of an organisation‟s overall strategy. It is a
concept whereby companies integrate social and environmental concerns into their business operations and
their interaction with their stakeholders on a voluntary basis. It is represented by contributions undertaken
by companies to society through its business activities and social investment. CSR is also linked with the
principal of sustainability, which argues that enterprises should make decisions based not only on financial
factors such as profits or dividends, but also based on the immediate and long term social and
environmental consequences of their activities.
Corporate social responsibility is a commitment to improve the well - being of a community. It is not charity
but it is a core business strategy of an organization. It is a way which strikes a balance between economic,
social and environmental imperatives.
MEANING:
Corporate social responsibility (CSR) is a self-regulating business model that helps a company be socially
accountable — to itself, its stakeholders, and the public. By practicing corporate social responsibility, also
called corporate citizenship, companies can be conscious
of the kind of impact they are having on all aspects of society including economic, social, and environmental.
To engage in CSR means that, in the normal course of business, a company is operating in ways that enhance
society and the environment, instead of contributing negatively to them.

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Corporate social responsibility is a broad concept that can take many forms depending on the company and
industry. As important as CSR is for the community, it is equally valuable for a company. CSR activities can
help forge a stronger bond between employee and corporation; they can boost morale and can help both
employees and employers feel more connected with the world around them.
In order for a company to be socially responsible, it first needs to be responsible to itself and its
shareholders. Often, companies that adopt CSR programs have grown their business to the point where they
can give back to society. Thus, CSR is primarily a strategy of large corporations. Also, the more visible and
successful a corporation is, the more responsibility it has to set standards of ethical behavior for its peers,
competition, and industry.
DEFINITION:
―Corporate Social Responsibility is the continuing commitment by business to behave ethically and
contribute to economic development while improving the quality of life of the workforce and their families
as well as of the local community and society at large.‖
World Business Council for Sustainable Development
―Social responsibility means, that businessman should oversee the operation of an economic system that
fulfils the expectations of the people.‖
Frederick (1960)
―It is the commitment of businesses to contribute to sustainable economic development by working
with employees, their families, the local community and society at large to improve their lives in ways that
are good for business and for development‖
World Bank Group
―A commitment to improve community wellbeing through discretionary business practices and
contribution of corporate resources‖
Philip Kotler and Nance Lee(2005)
―A way companies manage the business processes to produce an overall positive impact on society‖
Mallen Baker, Founding Director, Business Respect
―A multi layered concept that can be differentiated into four interrelated aspects – economic, legal, ethical
and philanthropic responsibilities‖
Archie Carroll(1991)
PURPOSE:
To understand the concept and scope of corporate social responsibility and getting an insight in CSR
Initiatives taken by top companies.
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OBJECTIVES OF THE STUDY:
1) To discuss about the conceptual aspect of Corporate Social Responsibility (CSR)
2) To study the provisions of the Companies Act, 2013 in the context of Corporate Social Responsibility
3) To throw light on the activities of CSR performed by different Indian Companies
4) To make concluding remarks.
METHODOLOGY:
The entire gamut of the study has been based on the secondary sources of data. Different books, journals,
annual reports of different companies, newspapers and relevant websites have been consulted in order to
make the study an effective one.
CSR AND THE COMPANIES ACT
Corporate Social Responsibility (CSR)can be defined as a Company‘s sense of responsibility towards the
community and environment (both ecological and social) in which it operates. Companies can fulfil this
responsibility through waste and pollution reduction processes, by contributing educational and social
programs, by being environmentally friendly and by undertaking activities of similar nature. CSR is a way of
conducting business, by which corporate entities visibly contribute to the social good.
The Companies Act, 2013 has formulated Section 135, Companies (Corporate Social Responsibility) Rules,
2014 and Schedule VII which prescribes mandatory provisions for Companies to fulfil their CSR.
Applicability of CSR Provisions:
 On every Company including its holding or subsidiary having:
1. Net worth of Rs. 500 Crore or more, or
2. Turnover of Rs. 1000 crore or more, or
3. Net Profit of Rs. 5 crore or more
 During the immediately preceding financial year
A foreign company having its branch office or project office in India, which fulfills the criteria specified
above. However, if a company ceases to meet the above criteria for 3 consecutive financial years then it is
not required to comply with CSR Provisions till such time it meets the specified criteria.
CSR Committee:
Every Company on which CSR is applicable is required to constitute a CSR Committee of the Board
Consisting of 3 or more directors, out of which at least one director shall be an independent director.
However, if a company is not required to appoint an independent director, then it shall have in 2 or more
directors in the Committee. The CSR committee of a foreign company shall comprise of at least two persons
wherein one or more persons should be resident in India and the other person nominated by the foreign
company. The Boards report shall disclose the composition of the CSR Committee.
The functions of CSR Committee:
 To formulate and recommend to the Board, a CSR Policy which would indicate the activities to be
undertaken in areas or subject, specified in Schedule VII of the Act
 To recommend the amount of the expenditure to be incurred on the activities undertaken in
pursuance of the CSR policy
 To institute a transparent monitoring mechanism for implementation of the CSR projects or
programs or activities undertaken by the company
 To monitor the CSR policy of the company time to time
List of CSR Activities:
Some activities are specified in Schedule VII as the activities which may be included by companies in their
CSR Policies.
i. Eradicating hunger, poverty and malnutrition, promoting health care including preventive
healdth care and sanitation including contribution to the Swach Bharat Kosh sett-up by the
Central Government for the promotion of sanitation and making available safe drinking water
ii. Promoting education, including special education and employment enhancing vocation skills
especially among children, women, elderly and the differently abled and livelihood enhancement
projects.

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iii. Promoting gender equality, empowered women, setting up homes and hostels for women and
orphans; setting up old age homes, day care centres amd such other facilities for seni9or citizens
and measures for reducing inequalities faced by socially and economically backward groups
iv. Ensuring environmental sustainability, ecological balance, protection of flora and fauna, animal
welfare, agro forestry, conservation of natural resources and maintaining quality of soil, air and
water including contribution to the Clean Ganga Fund set-up by the Central Government for
rejuvenation of river Ganga
v. Protection of national heritage, art and culture including restoration of buildings and sites of
historical importance and works of art; setting up public libraries; promotion and development
of traditional arts and handicrafts
vi. Measures for the benefit of armed forces veteran, war widows and the dependents
vii. Training to promote rural sports, nationally recognized sports, para Olympic and Olympic sports
viii. Contribution to the PM National Relief Fund or any other fund set up by the Central Government
for socio-economic development and relief and welfare of the Scheduled Casts, the Scheduled
Tribes, other backward classes, minorities and women
ix. Contributions or or funds provided to technology incubators located within academic institutions
which are approved by the Central Government
x. Rural development projects
xi. Slum area development where ‗slum area‘ shall mean any area declared as such by the Central
Government or any State Government or any other competent authority under any law for the
time being in force
[Preference would need to be given to local areas and the areas around where the company operates]
As per clarification issued by MCA on 18th June, 2014; following may be noted with regard to provisions
mentions under section 135:
o One-off events such as marathons/ awards/ charitable contribution / advertisement/
sponsorship of TV programmes etc. do not be qualified as part of CSR expenditure.
o Expenses incurred by companies for the fulfilment of any ACT/ Statute of regulations (such as
Labour Laws, Land Acquisition Act etc.) are not count as CSR expenditure under the Companies
Act.
3P’S OF CSR:
CSR is generally understood as being the way through which a company achieves a balance of economic,
environmental and social imperatives (―Triple-Bottom-Line-Approach‖). Triple bottom line (TBL)
incorporates the notion of sustainability into business decisions, coined by John Elkington in 1994. It is an
accounting framework with 3 dimensions: social, environmental and financial. The TBL dimensions are also
commonly called the 3 Ps: people, planet and profit and are referred to as the ―three pillars of
sustainability‖. CSR is the process of assessing an organization‘s impact on society and evaluating their
responsibilities. CSR begins with an assessment of a business and their customers, suppliers, environment,
communities and employees.

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Corporate social responsibility (CSR) and sustainability have been at the forefront of most companies‘
agendas for quite some time – it‘s no longer a ―nice to have‖ but a ―need to have.‖ The reality of
business today is that clients have customers who want to work with companies that share their values
regarding sustainability. At the end of the day, it‘s your responsibility to deliver products and services in a
manner consistent with that wish.
Achieving this is certainly a large undertaking, but aside from extensive volunteer programs and reducing
your carbon footprint (though that‘s still a big part of it) for CSR and sustainability programs to really
resonate – and enhance not only yours but your clients‘ business (and bottom line) – you need to institute a
cultural change from the inside out.
1. People Employees
In our domestic lives, recycling is a common day-to-day activity; we separate our plastics, cardboard and
glass without really thinking about it. So when staff go to work, they expect the same practice to go on. Even
if many people don‘t consider the ins-and-outs of recycling, they know for sure that it is beneficial. To the
staff who work in your business, seeing that research and development is ongoing will add job security and
pride in their workplace.
Customers
Customers want more transparency than ever before with the companies they buy from; they want to know
who recycles, who pollutes, who is ethical, who is responsible and who is sustainable? Including recycling in
your Corporate Social Responsibility reports will show customers that you consider ethical waste
management methods and a belief in being a socially progressive company. To get started, you will need
some reliable and advanced recycling equipment. Recent research has proven that when prices are on a
similar level, the competition is no longer financial, but ethical. Companies and brands should shout about
the Corporate Social Responsibility work they are doing, so that if a consumer dilemma arises, they will
come out victorious.
2. PLANET Environment
This may be a little obvious, but it‘s worth pointing out the facts. When waste goes to landfill, something
called acidic leachate seeps out of the plastic matrix and it‘s toxic nature leads to groundwater pollution. The
other alternative, incineration, is far worse, as it emits things like chlorine and toxic ash into the the air for a
tiny amount of calorific energy. It has been demonstrated that recycling plastics, like PET (most commonly
plastic bottles) can save 26 times as much energy as the energy gained from being incinerated. You might as
well burn money. There is a lot of transport involved in recycling, but the carbon footprint remains smaller
than incineration, and less environmentally damaging than landfills.
Circular Economy
It‘s a phrase that seems to crop up more and more often nowadays, and for good reason too. A circular
economy is many things, but in a general sense of the term, it is a flow of materials. Recycling is key to that
flow as it takes outgoing materials, cleans them, performs several processes on them, and then enters them
back into the economy as new materials. This is great for CSR, mentioning that you are keen to support a
circular economy. The benefits of this
support will be movement towards more cost effective and efficient packaging. Currently there are several
studies going on to determine how the circular economy can be improve with changes in materials and
recycling methods.
3. PROFIT
After people and planet, comes profit. Recycling as a business will make you money, but not just from an
increase in customers and a potentially happier and more efficient workforce. Did you know that your waste
has a value? If sorted properly, and stored in mass for collection, money can be made by selling the
resources on. This additional income could be enough to take on another member of staff, whose job role
has been created through CSR, which is good CSR. You see how this works well?
Good Business Practice
If it‘s good for your staff, your customers, your carbon footprint, your coffers and your sustainable future,
then surely it makes good business sense to recycle. Showing that your CSR includes recycling is just one of
many ways that you can highlight to stakeholders and business partners that the business is progressive
and sustainable. Why pay for disposal when you can sell for collection? It‘s an indication that the business is
being run efficiently in all departments.
Image
It‘s a major reason that CSR exists in the first place, but maintaining a good public image is absolutely vital. If
you look friendly, attractive and caring, you will have more support than looking aggressive, unattractive
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and ignorant. The same rules apply for people, so your business should act in a humane way, and recycling is
just one way that this can be done. Working with a recycling partner, who will even help to promote your
great CSR for investing in their recycling equipment can help. Image is the front door to your business, and
it‘s up to a business‘ code of ethics to ensure that they exist in an appealing way.
CARROLL (1996) PYRAMID OF CSR:
While Corporate Social Responsibility (CSR) has been around since the 1950s, its importance and practice
took hold much later. The basis of what we consider to be the modern definition of CSR is rooted in
Archie Carroll‘s ―Pyramid of Corporate Social Responsibility.‖ In this Pyramid a corporation has four
types of responsibilities. The first and most obvious is the ECONOMIC RESPONSIBILITY to be profitable.
The second is the LEGAL RESPONSIBILITY to obey the laws set forth by society. The third, which is
closely linked to the second, is the ETHICAL RESPONSBILITY. That is to do what is right even when
business is not compelled to do so by law. The fourth is the PHILANTHROPIC
RESPONSIBILITY. Also called the discretionary responsibility, it
is best described by the resources contributed by corporations toward social, educational, recreational
and/or cultural purposes.

Nearly 20 years later the Pyramid remains highly relevant. It is regularly cited, debated, modified and
criticized by academia, corporate leaders, politicians and social commentators. But to understand the
Pyramid‘s true relevance one must look beyond the debate and focus more on its practical application. The
Pyramid‘s importance persists given its simplistic yet fundamental framework by which any company can
not only comprehend the necessary principles of social responsibility, but ultimately set forth the practices
to achieve each step of the pyramid with the ultimate goal of reaching the top.
TOP COMPANIES AND THEIR CSR INITIATIVES
As we all probably know by now, WhyWhisper is focused on supporting organizations and companies that
care about making a positive social or environmental impact. Recently, each company have been thinking
about how impactful different companies‘ programs are. Are they really making a difference, or are they just
there for PR purposes?
While discussing to a friend‘s employer‘s CSR strategy recently, she said that they "provide a discount on a
gym membership and incentivize us to challenge ourselves in different ways with the reward of company
shout outs and prizes. It's just enough for them to check off the
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social responsibility box before going public." This got everyone into a deep thinking. How many companies
are just ―checking off the box‖ when it comes to social responsibility, and how many are actually making an
impact?
01. STARBUCKS
Starbucks is an international coffee company, with over 20,000 stores in over 60 countries to date. But just
five years ago, the company was doing poorly. This was partially as a result of the financial crisis and
internal restructuring; but, generally, the company‘s future was ―bleak.‖ As a result of this slump,
Starbucks CEO Howard Schultz launched a ―Transformation Agenda,‖ aimed at investing in the
company‘s people. The series of initiatives launched under the agenda were centered on people, the
environment, and the community. As a result of these initiatives, which we‘ll dive into in a minute, Starbucks
recovered financially, and even exceeded its prior revenue, by 2013.

Starbucks‘ social responsibility strategy is based on three pillars: Community, Ethical Sourcing, and the
Environment. Here‘s what the company does to have a positive impact in each of those areas: To have a
positive impact on the communities it works with and in, Starbucks develops community stores that partner
with local nonprofits. The nonprofits these stores work with offer services aimed to meet the needs of the
communities they‘re located in. Starbucks in turn donates $0.05 to $0.15 per transaction to the nonprofit
partner. Starbucks has pledged to hire at least 10,000 veterans and military by 2018, and focuses on
diversity and inclusion in the workplace. The company also provides training opportunities for youth in
their communities, and has even developed the Starbucks Foundation, a 501c3 whose goal is to strengthen
those communities further.

The second pillar, Ethical Sourcing, dictates the way that Starbucks purchases its products. The company is
committed to ensuring that their coffee, tea, cocoa, and manufactured goods are responsibly and ethically
produced and purchased. They say their ―success is linked to the success of the farmers and suppliers who
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grow and produce [their] products,‖ and so they only purchase those products from farms and
manufacturers that adhere to a certain standard of ethical treatment.
Starbucks refers to the planet as their ―most important business partner,‖ and takes a comprehensive
approach to reducing their environmental impact. To do this, they build LEED certified stores, are
committed to recycling and conserving water and energy, and pursue strategies that address climate change
on a global level. Generally, Starbucks tries to be as environmentally friendly as possible in every aspect of
their operations. Starbucks publishes a Global Responsibility Report (in 9 different languages!), that shares
data highlighting the impact they‘ve had over the past year. They use this data to inform the coming year‘s
strategy, so as to ensure their programs are as effective as possible. Rather than simply coming up with a
CSR strategy and blindly sticking to it, Starbucks takes the time to measure and evaluate its programs.
02. TOMS SHOES
For most people, TOMS Shoes is one of the first businesses that comes to mind when corporate social
responsibility is mentioned. The reason? TOMS was founded with a corporate social responsibility program
that is inseparable from its mission. TOMS was established in 2006 on the social mission of matching every
pair of shoes purchased with a pair of new shoes for a child in need. From the beginning, founder Blake
Mycoskie has worked to integrate sustainable and responsible practices into all that the business does.
Mycoskie was inspired by a trip to Argentina where we saw extreme poverty and health conditions, as well
as children walking without shoes. He worked to establish TOMS Shoes as a way to take compassionate
action and revolutionize corporate sustainability.

During its first year in business TOMS sold 10,000 pairs of shoes. Today, TOMS gives shoes in more than 50
countries and works with charitable partners who incorporate shoes into their health, education, hygiene
and community development programs. TOMS‘ efforts are focused on environmental and social impacts of
every aspect of their operations — from the materials that the shoes are made out of to the boxes they are
shipped in. TOMS Shoes include natural hemp, organic cotton and recycled polyester, while boxes are made
from 80% recycled post-consumer waste and printed with soy ink.

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When customers buy a pair of TOMS Shoes, they are doing more than purchasing shoes — they‘re giving a
child a mode of transportation, safety and a way to prevent disease. That is a gift that represents a
commitment to personal and corporate social responsibility that we can all model.
03. TATA CONSULTANCY SERVICES

The Adult Literacy Program (ALP) was conceived and set up by Dr. F.C.Kohli along with Prof. P N Murthy
and Prof. Kesav Nori of TCS in May 2000 to address the problem of illiteracy. ALP believes illiteracy is a
major social concern affecting a third of the Indian population comprising old and young adults. To
accelerate the rate of learning, it uses a TCS-designed Computer-Based Functional Literacy Method (CBFL),
an innovative teaching strategy that uses multimedia software to teach adults to read within about 40
learning hours.
04. BOSCH
The company continues to operate by the values of founder Robert Bosch, who said ―I have always acted
according to the principle that it is better to lose money than trust.‖ The credo that ―responsibility creates
trust‖ carries through in the company‘s efforts around ecological and social improvement.

Bosch invests 50% of its R&D budget in technologies supporting conservation and environmental
protection. The Bosch eXchange program remanufactures used car components, generating 23,000 metric
tons less CO₂ annually compared to new production.
05. APPLE
As one of the world‘s leading technology companies, Apple takes its global responsibility seriously. One
aspect of its social initiatives is the environment, adopting a mission to
―ask less of the planet‖.

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Greenpeace has named Apple the ―greenest tech company in the world‖ for three consecutive years.
Not only does the company encourage its IT partners to take full advantage of renewable energy, Apple
packaging is now manufactured with 99 percent recycled paper products.
06. WIPRO LIMITED
Wipro Limited is a Global multinational IT consulting and System Integration Services Company
headquartered in Bangalore, India. As of December 2014, the company has 154,297 employees servicing
over 900 large enterprise & Fortune 1000 corporations with a presence in 61 countries. On 31 January
2015, its market capitalisation was approximately 1.63 trillion ($26.3 billion), making it one of India's
largest publicly traded companies and seventh largest IT services firm in the World. To focus on core IT
Business, it demerged its non-IT businesses into a separate company named Wipro Enterprises Limited with
effect from 31 March 2013. The demerged companies are consumer care, lighting, healthcare and
infrastructure engineering which contributed approximately 10% of the revenues of Wipro Limited in
previous financial year.

Wipro Cares is focused on certain key developmental issues faced by communities, such as, but not limited
to, primary health care, education, environment, disability and providing rehabilitation to communities
affected by natural calamities. It is a trust formed in the year 2003 that seeks to work with communities
proximate to Wipro‘s center of operations. Wipro Cares is currently engaged in 16 projects across India.
Through seven of its health care projects in four states of India Wipro Cares is providing more than 75000
people in 53 villages access to primary health care.
More than 47000 children benefit from the five education projects in five Indian cities. Our project in social
forestry has helped plant more than a lakh trees, and has at the same time provided livelihood to around 80
farmers. Their projects in disaster rehabilitation have helped rebuild the lives of people affected by
Karnataka Floods, Bihar Floods, Japan Tsunami, Hurricane Sandy, Philippines Cyclone, Uttarakhand Floods,
Odisha Floods and many more. Employee engagement is an integral part of Wipro Cares where we
encourage employees to volunteer with partners, acting thus as catalysts in bringing about positive change.

BENEFITS OF ADOPTING CSR

1. Satisfied employees
Employees want to feel proud of the organization they work for. An employee with a positive attitude
towards the company, is less likely to look for a job elsewhere. It is also likely that you will receive more job
applications because people want to work for you. More choice means a better workforce. Because of the
high positive impact of CSR on employee wellbeing and motivation, the role of HR in managing CSR projects
is significant.
2. Satisfied customers
Research shows that a strong record of CSR improves customers‘ attitude towards the company. If a
customer likes the company, he or she will buy more products or services and will be less willing to change
to another brand.
Relevant research:
IBM study ‗Attaining Sustainable Growth through Corporate Social Responsibility‘: The majority of business
executives believes that CSR activities are giving their firms competitive advantage, primarily due to
favorable responses from consumers.

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Better Business Journey, UK Small Business Consortium: ―88% of consumers said they were more likely to
buy from a company that supports and engages in activities to improve society.‖
3. Positive PR
CSR provides the opportunity to share positive stories online and through traditional media. Companies no
longer have to waste money on expensive advertising campaigns. Instead they generate free publicity and
benefit from worth of mouth marketing.
4. Costs reductions
A CSR program doesn‘t have to cost money. On the contrary. If conducted properly a company can reduce
costs through CSR.
Companies reduce costs by:
i. More efficient staff hire and retention
ii. Implementing energy savings programs
iii. Managing potential risks and liabilities more effectively
iv. Less investment in traditional advertising 5. More business opportunities
A CSR program requires an open, outside oriented approach. The business must be in a constant dialogue
with customers, suppliers and other parties that affect the organization. Because of continuous interaction
with other parties, your business will be the first to know about new business opportunities.
6. Long term future for your business
CSR is not something for the short term. It‘s all about achieving long term results and business continuity.
Large businesses refer to: ―shaping a more sustainable society‖
7. Reducing operational costs and streamlining processes
Financial benefits provide a significant incentive when it comes to CSR – and can come from any part of the
business. CSR encourages organisations to be less wasteful and to reduce emissions, for example. This could
mean going paperless, reducing power consumption or using energy technology that requires less fuel.
While the purpose for making changes such as these is to minimise the physical impact the business is
having on the natural world, the knock on effect is that it costs less to run the business. This is just one
example of the ways in which CSR can contribute to lower costs.
8. Improving business reputation
Can you honestly say that your organisation is a responsible business? Compliance is often a box ticking
enterprise for many businesses but CSR is not about doing the minimum to ensure that you‘re on the right
side of the law. Instead, it requires a proactive approach to genuinely minimising the negative impact that
the business could have on people and environment. Building a reputation as a responsible business can set
your organisation apart in a world where this is simply not a priority for many. A prominent CSR policy can
attract customers and partners, delivering a competitive advantage that is not available to those
organisations that have not taken the time to create one.
9. Attracting the right people
Clear brand values have a crucial role to play in whether your recruitment processes are attracting the right
people. For many top candidates now, CSR is a key component in terms of what they are looking for when it
comes to an ideal employer. When CSR policies underpin a business infrastructure they often create a more
positive working environment in which there is a general consensus on the business‘ values that can lead to
better results and exciting innovation.
10. Enabling organisational growth
There are many different ways to measure organisational growth and CSR can have a broad impact on many
of them. It may be the ability to obtain finance from the right finance partner at the right time – or an uptick
in sales as a result of using a new, more prominent position on CSR as part of a marketing campaign. If
you‘re looking to find new ways to expand the reach of your business there are many advantages to using
CSR to do it.
CONCLUSION:
From the above study it is clear that CSR is the heart and soul of modern corporations and is an important
standard for Corporate Governance. It has clearly emerged from the study that institutionalizing the CSR in
business strategy has multiple long term benefits. It is an indispensable mechanism for increased corporate
accountability, profitability and environmental sustainability. It is the pole star for modern corporations in
order to maintain the integrity of moral fabrics inside and outside the organisation while conducting socially
responsible business.

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Importance of Big Data Analytics in Banking and Financial Sector

Dr.A.Devendran1 & K.Ananthasuresh,2

Associate Professor, Dr.MGR Educational and Research Institute. Maduravoyal. Chennai – 600095.
Assistant Professor, Dr.MGR Educational and Research Institute, Maduravoyal. Chennai – 600095.

ABSTRACT: In today’s digital world, data has become exceptionally essential. Most Banking and Financial
sector are working hard to adapt to this new competitive data-driven landscape. Data analytics practices have
made the monitoring and evaluation of vast amounts of client data including personal and security in format
data driven and other financial organisations much simpler. Most banks and financial sector are trying to adopt
new tactics and strategies that can help their business grow and enhance the services that they provide for their
customers. Alsoexploringa new ways to integrate big data analytics into their processes for maximum output. As
the customer volume increases, it dramatically affects the level of services being offered by the company.
There are several use cases in which big data analytics has contributed significantly to ensure effective use of
data. This data opens up new and exciting opportunities for customer service that can help defend
battlegrounds like payments and open up new services and revenue opportunities.

Keywords: Data volume, verity, optimizing, fraud detection, data creation

Introduction
Big Data
The data which is large in volume and difficult to process and store. Big data can be analysed for
insights that lead to better decisions and strategic business moves.
Big data analytics in Banking can understand customer behaviour based on the inputs received
from their investment patterns, shopping trends, motivation to invest and personal or financial
backgrounds. This data plays a crucial role in winning customer loyalty by designing personalized banking
solutions for them. For example Lloyds banking group had become the first European bank to implement
Pindrop’s Phoneprinting technology for detecting fraud.
In Financial sector can collect data from customer’s social media profiles to figure out their needs
through sentiment analysis and then create a credit risk assessment. This can also help establish an
automated, accurate and highly personalized customer support service.
The importance in the workflows of the Banking and Financial sector is growing day by day. The
huge increase in the amount data to be analysed and acted upon in the banking and financial sector has
made it essential to incorporate increase the implementation of big data analytics.
Architecture of Hadoop System

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Review of Literature
In today’s data driven world, data analytics play a crucial role in informed decision making to drive
organizations forward, improve efficiency, increase returns and in turn achieve business goals. For the
uninitiated, data analytics is the process of discovery, interpretation and conveying meaningful insights
from the data to help in the decision making process.
According to the latest worldwide semi-annual Big Data Analytics spending guide from one of the top
research firms, worldwide revenues for big data and business analytics will go up to more than $203 billion
in 2020.
In the Banking and Financial sector, through data analytics, institutions can monitor and assess large
amounts of customer data and create personalized products and services specific to individual consumers.
For example, when a customer buys a vehicle, the bank sends promotional offers of insurance to cover the
customer’s vehicle. In the future, such applications could be expanded even further. One way this could
happen is of a customer got a large bill; the bank could offer an EMI conversion or a loan to cover the cost.

Importance areas
Big Data Analytics comes into picture in cases like this when the sheer volume and size of the data is
beyond the capability of traditional databases to collect. There is several importance areas in which Big Data
Analytics has contributed significantly to ensure effective use of data.
Some of the areas where banking and financial sector are increasingly using data analytics include:

Characteristics of Big Data

There are three characteristics of Big Data
 VERIETY
 VELOCITY
 VOLUME
Variety: It can be Structured Data and Unstructured Data.
Structured data are like Log Files. Unstructured data are like a Videos, Audio, Images and Texts.
Velocity: Data is growing very fast that goas challenges in storing and processing.
Volume: Data in Terabyte, Zeta Byte, Peta Byte.
Benefits of Big Data Analytics in Banking and Financial Services
Luckily, with volumes of data assets, many companies are learning to leverage Big Data to improve
their services and drive more users through the sales funnel. Existing data practices have already started to
automate repetitive tasks such as monitoring and evaluating banks and other financial services companies.
Here are some of the benefits that big data analytics can have on financial and banking services
companies.
Optimizing Risk Management Operations
While Big Data being leveraged in various fields of the banking and financial services industry, risk
management has yet reached its potential. Big Data can drastically improve the way we use predictive

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modelling in risk management thus improving the system response times and effectiveness. It can also
provide more comprehensive risk coverage and make the process more efficient with automation.
Risk management teams can provide more accurate risk intelligence insights in near real-time. Big Data can
bring value to many other fields in risk management including fraud management, credit management,
loans, and operational risks. The systems that are implemented with Big Data can now detect fraud signals
and analyse them in real time.
Employee Engagement
One of the biggest benefits that Big Data can provide for companies is improving the employee
experience. If implemented correctly, Big Data can help you track, analyse, and share employee performance
metrics, helping you identify and acknowledge the best performers as well as the unhappy ones. These tools
can give companies better insights on real-time data, rather than annual reviews that aren’t as reliable as
one would think. You would be able to measure various metrics including individual performance, team
spirit, morale, and collaborations. It can also help streamline workflow processes to help employees spend
more time on higher-level tasks.
Customer data can tell you a lot about employee’s data as well. Depending on how satisfied your
customers are, you can quantify how well your employees are performing. In addition to designing many
technology solutions, data experts can help set many key performance indicators for a big data project and
inject analytics expertise into many aspects of a company. By creating a process that streamlined many
workflows, banking and financial services companies will be able to grasp a better understanding of their
needs for their operations and customer services.
Big Data has a lot of benefits that can help to change the banking and financial services industry.
With big data, these companies can learn how to improve their process and learn more about their
consumer base. Big data is no longer a buzzword and due to its benefits, it has become an essential part of
the business world.
Big Data Analytics in Banks

Conclusion
Banking and Financial sector are creating large amount of data day by day. Their creation speed is
much faster than our processor’s speed. So the handling of big amount of data is difficult for our systems.
But storing and processing of Big Data is faster when it stored in distributed manner. ‘Hadoop’ framework
provides such kind of network where Big Data distributed among different systems. By adding more nodes
data can be stored in different location. If any node fails then there is no loss of data. By the use of big data
banks run more profitably.
Reference:
1. https://www.qubole.com/big-data-analytics/
2. https://www.researchgate.net
3. https://acadgild.com/blog/big-data-in-banking
4. Big Data in the Finance and Insurance Sectors – Authors – KazimHussain

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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026

360 DEGREE PERFORMANCE MANAGEMENT SYSTEMS AN EMPRICAL

STUDY

Dr.P.Fathima Nancy Dyana1 & Dr.S.Kesavan2

1ASST.PROFESSOR - Department of Commerce-AM Jain College of Arts and Science –
Menambakkam-Chennai.
2PROFESSOR, SRMIST, Vadapalani, Chennai-26.

INTRODUCTION
Performance management system is the systematic approach to measure the performance of
employees. It is a process through which the organization aligns their mission, goals and objectives with
available resources (e.g. Manpower, material etc), systems and set the priorities. It is a set of activities that
ensure goals are met in an effective and efficient manner. Performance management can focus on the
performance of an organization, a department, an employee, or the processes in place to manage particular
tasks.
In the contemporary business arena, the performance appraisal is a widely discussed concept in the
HRM. The performance appraisal is a process whereby the management evaluates and provides feedback on
employee’s job performance. This helps the organisation for various needs and also the employees to
identify the pitfalls and improve their performance.
The talent management consultants at Keen Alignment know that performance management
success can only be achieved if the following five key elements are in place:
• Planning and Expectation Setting
• Monitoring
• Development and Improvement
• Periodic Rating
• Rewards and Compensation

OBJECTIVES OF THE STUDY

 To study about 360 Degree Performance management system in HRM
 To analyse the effectiveness of 360 degree Performance management system in HR among the
employees
360 DEGREE PERFORMANCE APPRAISAL SYSTEMS
The 360 degree performance appraisal system is a way to make sure the appraisal is done in a full-
fledged way considering all the elements surrounded to the employee. The 360 degree performance
appraisal policy is very complicated and difficult to implement. The organisation
should invest in 360 degree performance appraisal system because it is useful for long term development of
employee and to create a strong leadership front. The 360 degree performance appraisal method provides a
holistic approach towards the performance of employees. It includes the vital factors such as collaboration,
teamwork and leadership. Development plan based on the 360 degree performance appraisal system,
effectively improve the overall performance of employee and productivity of organization.
The 360 degree performance appraisal system is advanced kind of appraisal which is used by many
organizations where performance of employee is judged using the review of around 7 to 12 people. These
people are working with the employee and they share some of their work environment. The feedback is
gathered in the form of reviews in terms of competencies of the employee. The employee himself or herself
also takes part in this appraisal with the help of self assessment. The 360 degree performance appraisal
system is a way to improve the understanding of strength and weaknesses of employee with the help of
creative feedback forms.
There exist 3 prime reasons due to which organization prefer to go for a 360 degree performance
appraisal.
 In order to get a enhance review about performance and prospective of the future leader.
 To broaden the insight of manpower development and its needs.
 In order to collect feedback from all the employees and to ensure the organizational justice.

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In the recent trend use of 360 degree feedback system has brought a team oriented meaning to the
organization. Organization is not restricted to bunch of people but it has become a bigger team. In a
traditional way the appraisal was the responsibility of human resource management only, but in 360 degree
appraisal system the feedback is collected from peers, subordinates, customers, managers and the team
members of the employee. The feedback is collected using on job survey based on the performance of
employees and there exist four stages of a 360 degree appraisal. The first stage is self appraisal followed by
superior’s appraisal then subordinates appraisal and lastly the peer appraisal.
360 PERFORMANCE REVIEW IN HRM
The 360 review is a professional opportunity given to the co-workers to provide 360 degree
feedback about the performance of their fellow employee. Traditionally either the HR department or
reporting manager of employee asks the subordinates to provide their feedback.
Many organizations use an online survey method in order to interact with the employee and enable
them to provide performance feedback. The online survey instrument is very useful in collecting the
feedback and providing a clear understanding about employee’s performance.
The 360 performance review is mostly focused on the contribution of employee and their skills
along with the competencies. It is a balance way to view the actual performance of employee in the area of
teamwork, leadership, interaction, interpersonal communication, contribution, management, accountability,
work habits, vision, and other things based on the employee’s job profile. Here the actual contribution of
employee in terms of performance is judged by the manager while the other aspects of the role are judged
by or reviewed by the subordinate, peers and the customers.
The purpose of collecting feedback from all the employees who work together is to analyze about
how the employee affected the work of their fellow employees. It also focuses on the steps organization
need to carry out in order to enhance teamwork among the employees. Along with the formal feedback, the
manager can also request for informal or verbal feedback from the subordinates in order to get a clear view
about behavior and work attitude of employee.

IMPLEMENTATION OF 360 DEGREE PERFORMANCE APPRAISAL SYSTEM

The implementation of 360 degree appraisal method is not an easy task. In order to design an
effective 360 degree appraisal system one has to take care of the following:
1. Determine the right skill to be assessed
2. Proper selection of appraiser
3. Proper training should be provided to all the employees about how to use the 360 degree
review system
4. The intention of appraisal system should be elucidate
5. Design a simple and easily understandable process
6. Ensure that a follow up is taken after appraisal review

ADVANTAGES OF 360 DEGREE PERFORMANCE APPRAISAL

 This system provides a comprehensive view towards the performance of employees
 It improves the credibility of the performance appraisal system
 The feedback from colleagues helps to strengthen the self development process of the
employee
 It also increases the responsibility and alertness of employee towards their clients
 The different ideas coming from different raters can be combined to provide a more accurate
360 degree assessment
 More persuasive opinions can be gathered from different participants
 Here not only manager but colleagues are also responsible for assessment of staff performance
which empowers them
 Employees get motivated who generally undervalue themselves
 Honest culture can be established among the organization using 360 degree performance
appraisal system
 This system helps to overcome the limitations of traditional appraisal methods such as
prejudice, subjectivity and halo errors. This method provides comprehensive information that
can be used to determine the employees training needs and also to assess their work for
motivational purpose.

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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
METHODOLOGY
Type of Data
The study uses primary data. The total number of companies in Chennai is more than 100 out of
which 3 IT companies have been selected as a sampling unit for the study which uses 360 degree
performance appraisal system effectively. The companies are Gartner, HCL and TCS. Data were collected
from the administration of questionnaire and conduct of interviews. In this research, the questionnaire was
used to know the effectiveness of 360 degree performance appraisal among the employees.
Sampling techniques
The convenience sampling method was followed and opinions were collected from higher officials
as well as employees of the respective companies. These companies were selected on the basis of
implementation of 360 degree performance appraisal system in their companies. Totally 3 companies were
selected as a sample unit for the study and distributed the questionnaire to randomly selected 20 to 25
respondents from each companies and totally 60 respondents returned back the questionnaire and hence
60 respondents were selected as a sample size for the study. The study used the Likert Scale for
questionnaire from 1 to 5 representing strongly disagree to strongly agree. The study used the simple
regression model to investigate the effectiveness of 360 degree performance appraisal system.

ANALYSIS AND INTERPRETATION

Table 1- Effectiveness of 360degree performance appraisal system
MODEL R R Square Adjusted R square Std. Error of the Estimate
1 .925* .824 .833 .2845

The study regressed the effectiveness of 360 degree performance appraisal system among
employees. From the table 1 it is vivid that the effectiveness of 360 degree performance appraisal system
has strong significance on the true and fair system of finding the performance of employees which has the
maximum value of .925.
TABLE 2
Advantages of 360 degree performance appraisal system
Scale dimension Mean N Std.Deviation
Strongly Disagree 2.0950 3 .0000
Disagree 3.5000 8 .5434
Neutral 2.8543 20 .6580
Agree 4.1230 18 .5342
Strongly agree 4.9000 11 .5360
TOTAL 3.49446 60 .80765

From the above table 2 it is clear that the mean value of Agree and Strongly agree shows a higher value of
more than 3 which implies that effectiveness of 360 degree performance appraisal is very high on the
perception of employees and higher officials.

CONCLUSION
From the result it is evident that the effectiveness of 360 degree performance appraisal
management system shows a positive effect among the employees. The immediate benefits of 360 degree
feedback system can be observed in terms of teamwork, development of leadership and improved
productivity of organization. It provides safe, confidential and reliable way for colleagues to provide
feedback. It also provides organization a valuable insight about the current leadership, how team mechanics
works and overall culture of the organization. 360 degree performance appraisal system provides powerful
knowledge to the leaders and hence helps them for the development of employees. The effectively used 360
degree performance appraisal system boosts the confidence of employees and helps them to improve in
their performance. It also helps employee to become better leader and contributor for the organization.
Hence each and every organisation should follow this method to get the fruitful and effective performance
appraisal of their employees.

REFERENCES
 Brindha G., Emerging trends and issues in human resource management, Middle - East Journal of Scientific
Research, v-14, i-12, pp-1727-1730, 2013.

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 Garrow, V. (1999) A Guide to the Implementation of 360 degree feedback. Roffey Park Institute Limited,
Sussex.
 Goodge, P. and Watts, P. (2000). How to manage 360 degree feedback, People Management, 17th February, 50-
52.
 Melhotra, S. & Phillips, S.G. 2013. Awareness of Banking Professionals about Performance Appraisal Methods:
An Empirical Study. The IUP Journal of Bank Management, XII(4):45-57, November
 Mukhopadhyay, K., 2016, 360-degree appraisal – A performance assessment tool, Researchgate, Kolkata.
 Oshodi, J.E., 2011, ‘Should academic institutions in Nigeria use the 360 degree feedback system for
employee appraisal’, European Journal of Business Management 3(5), 69–71.
 Ritchie, S.A. & O'malley, A.L. 2009. The role of emotional labor in performance appraisal: Are supervisors
getting into the act? Akron: University of Akron. 6p
 R. Ramamoorthy1,S.Fabiyola Kavitha The effectiveness of 360 degree performance appraisal and feedback in
hotel Green Park, Chennai, International Journal of pure and Applied Mathematics, Volume 116 No. 16 2017,
285-290
 Warr, P., and Ainsworth, E. (1999) 360° feedback – some recent research. Selection and Development ,
Review. Vol 15, No 3.
 www.wikipeida.org

150 IJRAR- International Journal of Research and Analytical Reviews Special Issue
Emerging Approaches in Business Management – Divergent Perspectives and Dimensions
Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026

A study on Job Enrichment and Organizational Culture among the

jobholders in IT sectors with special reference to SEZ Chennai and
Kanchipuram district
Agiladevi Pugalendhi 1 M.Prabhakar 2
Research Scholar, Department of Commerce, Pachaiyappas College
Research Scholar, Department of Commerce, Guru Nanak College

ABSTRACT: The Global downturn and the tough task of sustaining oneself in the highly competitive market
have put forth many challenges for both the employer and employee. To list a few – job satisfaction, job
enrichment, job turnover, organizational culture, organizational development. The problem of job enrichment is
of paramount importance, and when resolved would in turn pave way for enhancing job satisfaction among the
employees and thereby would reduce job turnover. Employees in every organization want to draw fulfillment in
the aspects such as autonomy, challenging and creative job, knowledge etc. Job enrichment is management
concept, a motivational technique that involves enriching the work experience and instilling motivation by
redesigning the job so that they’re more challenging and less repetitive. It is considered as vertical restructuring
method of morale excellence by increasing the level of responsibility of the employee in an organization. The
purpose of job enrichment is to make the job more challenging and satisfying to the employee. Whereas
Organization culture encompasses values and behaviors that contribute to the unique social and psychological
environment of a business. The organizational culture influences the way people interact, also it plays an
important role in the lives of the employees in an organization. In this article an attempt has been made to find
out the contribution of job enrichment as a key factor in organizational development in ‘IT sectors, SEZ ’. Results
show that amongst the various factors, job enrichment is a vital factor that improves the overall quality of
organizational development and a better career of employees. Hence the aspects such as work environment,
flow of hierarchy, job services, continual technical support, flexible working hours, corporate culture acts as key
factors that support to ensure “Job Enrichment” as a technique for organizational development.

Keywords: Job enrichment, Job satisfaction, Job turnover, Organizational culture, Organizational development

Introduction
The Special Economic Zone (SEZs) play a key role in rapid economic development of a country, India
experimented with the concept of such units in the form of Export Processing Zones (EPZ) for a long
time. In 2000, the policy makers incorporated the SEZs into the EXIM Policy of India, the Special
Economic Zone (SEZ) policy was formulated by the Central Government and it came into inception on
April 1, 2000. The prime objective being, enhancing the foreign investment and providing an
internationally competitive and problem free environment for exports. According to economists SEZs can
be broadly defined as “Demarcated geographic areas contained within a country’s national boundaries
where the rules of business are different from those that prevail in the national territory. These differential
rules principally deal with investment conditions, international trade and customs, taxation, and the
regulatory environment; whereby the zone is given a business environment that is intended to be more
liberal from a policy perspective and more effective from an administrative perspective than that of the
national territory.”
Frederick Herzberg quotes JOB ENRICHMENT as –
“If you want someone to do a good job, give them a good job to do”. “It’s the job of manager not to light
the fire of motivation, but to create an environment to let each person’s personal spark of motivation
blaze”.
According to Harvard Business Review (1968) in his pioneering article “One more Time: How to Motivate
Employees” Frederick Herzberg states that “job enrichment seeks to improve both task efficiency and
human satisfaction by means of building into people’s job, quite specifically greater scope for personal
achievement and its recognition more challenging and responsible work and more opportunity for
individual advancement and growth.
An idea of Job Enrichment is all about enriching the job by adding more qualitative aspects, it is vertical
expansion of job. Job Enrichment makes the job more meaningful, enjoyable and satisfying, as it gives the
employee more autonomy to plan and control the job. Also it grants the employee more responsibilities and
opportunities for achievement recognition advancement and growth. To develop, to inspire and to create
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efficiency in employees, jobs must be adopted to improve the motivators of current human resources. In
India ITs has the great brand in global market with cost and quality. We conducted the survey of job
enrichment in software industries, BPO, ITs in MEPZ/SEZ of Tambaram and SEZs of Perungalathur in Tamil
Nadu. The survey covered the views about the job enrichment, organization culture and retention strategy.

Literature Review
K.Avinash and G.Neha (2017) from their study stated that there is no universal solution for attrition
management, but job enrichment as a motivational technique when followed by the leaders for their
employees helps them to achieve the organizational goals and thereby sustain themselves in the highly
competitive market.
Supriya Choudhary (2016) an attempt made for balancing the job enrichment and job enlargement initiates
on career development prospects like offering regular education, training, learning skills and business
strategies along with responsibility to workers in an organization. The organization should adopt retention
strategy of employees by providing higher education, incentives, recognition by the way of rewards
(financial and non-financial).
Snigdha Majumder and Rajendr Prasad Sharma (2014) highlighted the scenario of most of metro cities were
ITes industries get affected by increased labour cost and other costs. China and Japan have been highly
considered for their rural development through establishment of BPO’s. A similar scenario can be seen of in
state of Kerala where an ITes industry established in Tier II and Tier III cities. It helped bringing down the
cost from 30% to 40% lesser compare to ITes in metro cities/semi metro cities. It helped to avoid the
migration of peoples into cities so that higher level retaining of employees if company situated in rural.
Kotteeswari M and S T Tameem Sharief (2014) specified that stress reflected the result of the job
performance irrespective of male or female, organization must have to reduced stress through allowing
physical exercise, relaxation in form of meditation and bio feedback and also allowing atleast 15-20mins
break on working time and moving with society or peoples etc. And she suggested that if company take
active measurement to reduce of stress will impact on job enrichment.
Alka Raghunath and Murali Dahar Panga (2013) report that highly skilled people and their English speaking
skills strength in Indian BPO’s sectors which account for 70% to 80% cheap labour cost compared to
western countries. The weakness of Indian BPOs is outsourcing of workers & their brain which in turn affect
their long term career. ITes sectors are highly influence by service cost of telecom and network sector and
political parties. Indian BPO’s captured a part of American outsourcing market operations like IBM, ACS, TCS
etc, through offering legal and patents. BPO’s with lack of infrastructure and higher labour cost established
in metro or semi-metro cities. From this paper concludes that if opportunity provided to the employees in
long term career base, it will enrich jobs.
Herald Moris and T.N Sreedhara (2011) studied employee satisfaction could be achieved only employee
career path, long term career option, sustained outstanding and job performances. The clear management
policies and well career path is one of the accepted results accepted by MNCs at India and foreign level for
employees satisfaction. They must possess required skills and knowledge to switch over another company.
Robert D.Mohr & Cindy Zoghi (2006) identified that relationship between enrich jobs and job satisfaction.
They observed job enrichment requires more task, work more intensively and reduces job security.

OBJECTIVE OF THE STUDY

Primary objective
i) To determine the impact of job enrichment acts as a key factor for development of an organization in
SEZ
Secondary Objective
i) To determine the underlying latent dominant dimensions of Organizational Culture (OC) variables.
ii) To check, the significant differences in the aspects of Job enrichment among the employees in an
organization.
iii) To explore, the influence of Organizational culture factors and personal profile on overall Job
enrichment.

RESEARCH METHODOLOGY
Primary data were collected with the help of well-designed structured questionnaire, from 100 employees
of various ITs sectors in Special Economic Zone (SEZ) of Chennai and part of Kanchipuram district using
convenient sampling method for the period of March to May 2019. To check the reliability of scale,
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Organized by Dept. of Management Studies SRM Institute of Science& Technology, Chennai-600026
Cronbhach’s Alpha reliability test has been used and the alpha coefficient is 0.877. Thus, the scale is more
consistent and highly reliable.

QUESTIONNAIRE DESIGN
The questionnaire has been divided into 3 sections.
Section I: Deals with organizational profile of the employees such as Age, Occupation, Annual Income, Job
Profile, Nature of Appointment and designation.
Section II: Deals with twelve variables of Organizational culture.
Section III: Deals with five variables of Job Enrichment variables
The Organizational culture and Job Enrichment variables was measured using 5 point scale 5,4,3,2 and 1
from Excellent, Good, Fair, Poor and Very poor response respectively.

STATISTICAL TECHNIQUES USED

The data collected were subjected to percentage analysis, Factor analysis, One sample t-test and Multiple
regression analysis using SPSS 21.

ANALYSIS AND INTERPRETATION

Table 1- Organizational Profile of the Respondent
Profile Groups

Less than 1 L 1L to 2L 2L to 5L More then 5L

Annual Income 15[15%] 25[25%] 48[48%] 12[12%]

Administration Technician Human resource Others

Job Profile 19[19%] 56[56%] 3[3%] 22[22%]

Contract Based Project Based Regular

Nature of Appointment 30[30%] 64[64%] 6[6%]
Executive Level Middle level Lower level
13[13%] 63[63%] 24[24%]
Designation

Low Experience High Experience

Year of Experience 54[54%] 46[46%]

Table 1 reveals that maximum no of the respondents are earning annual income between 2 Lakhs to 5
Lakhs, Majority of them are Technician (56%), Majority of them have Project based appointment(64%) and
are at middle level employees (63%) with low experience(54%).
Table 2: Dimensions of Organization Culture (OC) variables
S.no Organization Culture Mean Std.Deviation Communalities
1 Job Satisfaction 3.66 0.517 0.849
2 Attachment towards organization culture 3.56 0.556 0.877
3 Acceptance of organization climate 3.57 0.573 0.929
4 Environmental sustainability of working conditions 3.53 0.643 0.842
5 Mode of assigning responsibility, duty, accountability 3.48 0.643 0.843
6 Flow of hierarchy of authority and degree of power 3.47 0.674 0.903
7 Organization policy about job security 3.49 0.659 0.890
8 Periodical changes in best assignment 3.45 0.672 0.911
9 Acceptance of Organization goals with individual goal 3.49 0.674 0.908
Qualities of training & induction programs conducted by the
10 organization 3.47 0.674 0.895
11 Appraisal for benefits/Rewards 3.50 0.659 0.869
12 Organizational Technical Support 3.46 0.673 0.918

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Table 3 – KMO and Bartlett’s Test for Factorization of Organizational Culture Variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.910
Chi-Square value 2070.079
Bartlett’s Test of Sphericity 66
P-value 0.000

Table 4 – Variance Explained by Organizational Culture Factors

Rotation Sums of Squared Loading
Components Eigen Values % of Variance Cumulative%
1 6.455 53.791 53.791
2 4.180 34.836 88.628
KMO & Bartlett’s Test has been applied to segment to variable into factors based on correlation in them. The
test is applied to check the adequacy of the sample to perform factorization value above 0.7 is good for
applying factorization to variables.
Table 5- Dimensions of Organization Culture (OC) variables – Factor Loading
Factor
Factor Variables Loading
Organizational Technical Support 0.877
Acceptance of Organization goals with individual goal 0.862
Organization policy about job security 0.858
Periodical changes in best assignment 0.849
Qualities of training & induction programs conducted by the
organization 0.824
Flow of hierarchy of authority and degree of power 0.794
Appraisal for benefits/Rewards 0.790
Job Loyalty Factor Mode of assigning responsibility, duty, accountability 0.768
(JL) Environmental sustainability of working conditions 0.652
Acceptance of organization climate 0.865
Job Recognition Job Satisfaction 0.843
Factor (JR) Attachment towards organization culture 0.812

Table 2 to 5 shows that with the lower standard deviation value, the mean values are robust measures of OC
variables. OC variables have communalities ranging from 0.843 to 0.929. Therefore, those OC variables are
fit for factorization. KMO-MSA test value of 0.910 and Bartlett’s Test of Sphericity with chi-square value of
2070.079 df of 66 with P-value of 0.000 indicates that the factor analysis can be applied to 12 OC variables.
Thus, two independent factors have been extracted out of 12 OC variables of which Job Loyalty Factor (JLF)
is the most dominant one followed by Job Recognition Factor (JRF) in the order of dominance and both the
factors together explaining 88% of total variance.
Table 6- One Sample t-test for Job Enrichment aspects of Employees
p-value
t-value

S.No Aspects of Job Enrichment Mean SD Inference

1 Fear ( updation, career appraisal ) 2.91 0.668 13.621 0.000 Significant

2 Reliability over appraisal methods 2.83 0.652 12.726 0.000 Significant

3 Motivation and morale towards work 2.82 0.672 12.195 0.000 Significant

4 Organizational commitment to work 2.77 0.664 11.588 0.000 Significant

5
Frequent job support over 2.78 0.629 12.402 0.000 Significant

There is no significance of difference with in job enrichment aspects of employees in the organization
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Table shows that there is significant difference between mean responses given by respondent on aspects for
Job enrichment and the test average score (=2.5). Further the mean values of the variables: Fear (2.91),
Reliability over appraisal methods (2.83), Motivation and morale towards work (2.82), Organizational
commitment to work (2.77) and frequent job support over (2.78) is above the average level. It is observed
that fear is the most important aspects that emphasizes on the need for Job Enrichment by the employee in
an organization followed by reliability over appraisal methods, frequent job support over and
Organizational commitment to work.
INFLUENCE OF OC FACTORS AND ORGANIZATIONAL PROFILE OF RESPONDENT ON TOTAL JOB
ENRICHMENT
Multiple regressions have been used to test the influence of OC factors and Personal profile on overall Job
enrichment and results are shown as follows:
Table 7- Influence of OC factors and Organizational profile of respondent on
Total Job Enrichment (JE)
Un-standardized Coefficients Standardized Coefficients
Predictors B Std. Error Beta t Sig.

(Constant) 6.361 3.472 1.832 0.070

Job Loyalty Factor .246 .056 .392 4.412 0.000

Designation -1.615 .472 -.308 -3.418 0.001

Age 5.993 2.680 .190 2.236 0.028

Adjusted
R= 0.576 R2= 0.332 R2= 0.311 F-value= 15.895

Table 7 shows that OLS Model has a goodness of fit for multiple regression analysis and the liner
combination of OC factors and personal profile significantly influences the overall JE, {F=15.895, P<0.001}.
The multiple correlation coefficient is 0.576, indicating that 33% of variance of the respondents JE can be
accounted by them. While Job loyalty factor followed by Age of the respondent have significant positive
influence on overall JE, designation have negative influence on overall JE.

MAJOR FINDINGS OF THE STUDY

 Sizeable number of respondent have higher income with technical job profit which is based on
projects working at middle level with low experience
 Out of 12 Organizational Cultures two factors have been extracted namely job loyalty variable &
job reorganization factor
 There is a significant difference in job enrichment aspects of employee. Fear is an indispensable
variable which determine the need for timely job enrichment in order to curb job turnout in an
organization.
 Designation negatively determines the overall job enrichment while job loyalty factor & age have
significant & positive influence on total job enrichment. Higher the age could lead to higher job
turnout in the organization, where as higher designation inversely correlated to lower job turnout
in organization.
 Job loyalty is directly and positively correlated to job turnout higher loyalty leads to higher
turnout.

Conclusion
Job Enrichment is the pressing issue of today’s Corporate arena. As repetitive nature of work, less
challenging job profile, increase in the feeling of no recognition and low achievement, lack of opportunities
for employee career advancement, shortfall in opportunities of employee growth when ensues the
employee, it results in job turnout.
Majority of respondent were in good hands earning job security due to Job loyalty & job recognition factors.
Fear of no job enrichment is the most important aspect in job turnout in an organization. Loyalty,
designation & age determines job turnout in an organization. Drastic measures need to be taken by
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organization & government to eradicate this issue to sum up the problem of unemployment in the nation.
Feedback of employees needs to be considered & make involve them in possible organizational activity to
reduce the number of turnovers. Finally to assert Job Enrichment strengthens self-actualization, growth and
provides job satisfaction to the employees thereby intrinsically motivating to arrive at high performance
and more productive human resources.

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