Political Factors:: Pestel Analysis of The Wives of Migrant Workers Who Reside in Kerala

PESTEL ANALYSIS OF THE WIVES OF MIGRANT WORKERS WHO RESIDE IN KERALA
Political Factors:
In India the main problem is that the number of jobs created are much lower than the number
of graduates produced. Southern states, however, have higher literacy rates, but the same
issue prevails. Kerala has a literacy rates of 93.91%, (highest in India) but people still don’t
have good job opportunities. The other problem with Kerala is the political situation in the
state. As per data available, it’s probably the communists that do not encourage industries in
Kerala. Outsiders are not willing to setup industry in Kerala because of the attitude of
politicians and their love for communism. So, in such a situation the only way left is to
search for jobs outside India. The government failed to provide incentives, which in result has
led to the drain of male population, mostly to Gulf countries. However, the government has
organized various self-help groups for women, which helps in their economic empowerment.
Now women themselves have started doing activities such as tax payments, driving, bank
issues, vehicle insurance, etc. And thus their buying habits have changed. They have become
more independent and have started saving money along with investing money in bank FD,
gold etc. There was a significant increase in women employment after joining self-help
groups.
Economic Factors:
This topic covers the impact of migration and flow of remittances on women as a whole on
Kerala economy. The value of these remittances received has a net inflow of $63.258 billion.
The flow of these remittances also led to more savings in a backward economy like Kerala’s.
NRE deposits have now gone up. Due to remittances received, there has been a great increase
in living standards. The life expectancy is highest in Kerala i.e. 74.9 years and this is
primarily because of increase in medical facilities in state because people are now willing to
spend due to good financial conditions. Even if one family member is earning in gulf, he can
make enough money for the remaining family members to survive. People have now started
investing in properties, agriculture, cars, jewellery etc. because of inflow of remittances.
Women in India tend to save more money, so the maximum part of remittances coming are
now invested rather than spent. All these factors affect how women make decisions to buy
products.
Social Factors:
India is a country where there is a dominance of males especially in rural households. Now
when men are leaving home for a long period of time, this gives women a lot of decision
power. The girl child is now better taken care of now and is given all medical facilities. There
was a time when women didn’t even go out of the house for day to day tasks, but now women
are empowered and do most of activities without their husbands’ help. This is augmenting
their mental growth and inflow of new ideas. This affects the way they buy products. Another
aspect is that many women live in joint families. Joint families still exist majorly in both rural
and urban areas. This has a huge impact on their decision making process.
Technological Factors:
Technology has advanced massively as compared to the 1980s. Earlier on there used to be
ISD calling which was very expensive. Now as the technology has advanced, the cost of
communication has decreased considerably. Video calling facilities are also accessible at
much cheaper prices. However, Gulf countries have banned major video calling services such
as Skype, WhatsApp etc. which makes it difficult to access these services. Another
technology used by women whose husbands work in gulf is money transfer. Many new ways
of money transfer have been introduced so as to provide a seamless transaction. The
government’s initiative to transform India digitally and the nudge to use digital payment
platform has had a positive impact in Kerala. Some other accolades that favour Kerala’s e-
readiness are that it has become India’s first complete digital state in 2015 after it achieved
100 percent mobile density, 75 percent e-literacy, highest digital banking rate, and broadband
connection up to panchayat level. The state has implemented e-district programs in all
districts and has linked Aadhaar card with bank accounts. This also gives an opportunity to
market online services such as home delivery of products (Amazon Now, Big baskets etc.)
for their consumption.
Environmental Factors:
As more women are getting educated (52.73% women are educated) now and handling their
needs independently, they are much more aware about what products they are consuming and
what effects these products have on the environment, and thus companies are now involved
in practices such as corporate social responsibility and sustainability. This has an impact on
the buying practices of women.

Legal Factors:
The government helps people who are in search of jobs for migration to other countries. They
should also help them and their families to gain safety measures such as medical and life
insurance policies, bank loans, and pension policies. Diplomatic relations should be improved
with gulf countries. Restrictions on video calling services such as Skype, WhatsApp and so
on also impacts the lives of these women. Other video calling services which are available are
way too expensive to subscribe. Government is making efforts to tie up with UAE telecom
departments to lift up the ban on these services which will aid these women.

Political Factors:: Pestel Analysis of The Wives of Migrant Workers Who Reside in Kerala

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PESTEL ANALYSIS OF THE WIVES OF MIGRANT WORKERS WHO RESIDE IN KERALA

investing in properties, agriculture, cars, jewellery etc. because of inflow of remittances.

of money transfer have been introduced so as to provide a seamless transaction. The

for their consumption.

the buying practices of women.

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