Vol. 34 (XXV)

IN G
UTKAL
AT
HISTORICAL
C EL E BR
E XC EL L
yea rs
EN
RESEARCH JOURNAL
CE
VOLUME:
VOLUME:XXXIV
XXXII 2021
2019
Platinum Jubilee Publication

Special Edition
Series-VI
DEPARTMENT OF HISTORY
UTKAL UNIVERSITY, VANI VIHAR
BHUBANESWAR-751004, (ODISHA), INDIA
UTKAL HISTORICAL
RESEARCH JOURNAL
Volume:
Volume XXXII,
XXXIV 2019
2021 ISSN 0976-2132
A UGC listed Peer-reviewed Journal of Department of History, Utkal University, Vani
Vihar, Bhubaneswar- 751004, (Odisha), India
EDITOR
BASANTA KUMAR MALLIK
BOARD OF EDITORS
HIMADRI BANARJEE A.K. PATNAIK

Jadavpur University Utkal University
A.C. PRADHAN A.K. MISHRA
Utkal University Utkal University
H.S. PATNAIK JAYANTI DORA
Utkal University
Utkal University
K. SURYANARANA
SOMA CHAND
Osmania University
Utkal University
A. SATYANARAYANA
AJIT KUMAR SAHOO
Osmania University
Utkal University
SWARAJ BASU
Indira Gandhi National Open University RAMESH CHANDRA MAHANTA
UJJYAN BHATTACHARYA Utkal University
Vidyasagar University RAMESH CHANDRA MALIK
Utkal University
Copyritht@
Copyright Department of History, Utkal University, Bhubaneswar, Odisha, India.
No portion of the contents shall be reproduced in any form or by any means
electronics photocopying or oyherwise
Otherwise without prior permission.
Published by : Prof. Basanta Kumar Mallik

Head, Department of History, Utkal University
Vani Vihar, Bhubaneswar-751004
Price: Rs. 400/-
INTERNATIONAL CONFERENCE
On
“TRANSFORMATION IN COMMERCE -
POST COVID (2.0)”
Organised by
Department of Commerce (Honours)

In association with
Internal Quality Assurance Cell (IQAC)
SRI KANYAKA PARAMESWARI

ARTS & SCIENCE COLLEGE FOR WOMEN
(Managed by SKPD & CHARITIES), Linguistic (Telugu) Minority Institution
Conferred by the Government of Tamil Nadu, Affiliated to University of Madras
No. 1, Audiappa Street, Chennai 600001
www.skpc.edu.in
ABOUT THE CONFERENCE
It is our great pleasure to put forth the special issue of the Journal of Utkal Historical
Research containing papers presented in the International Conference on “Transformation
in Commerce - Post Covid 2.0” organized by the Department of Commerce (Honours), Sri
KanyakaParameswari Arts & Science College for Women in collaboration with Aravind
Associates has created an excellent platform todiscuss and debate relevant issues, challenges,
opportunities and research findings and thereby reconstructing the economy which is currently
not in good shape because of the pandemic situation around the globe.
Trade and commerce is one of the important aspects to determine the development of a
nation as it helps to enhance and build up a strong economy. But in just a year the world has
witnessed a huge downfall in the economy as the ongoing pandemic had a great impact on
trade and commerce worldwide.The Covid – 19 pandemic crisis has affected the economy,
government and the society around the world to a great extend. Now we are facing the second
phase which will permanently reshape the globe in various aspects. The future of Economy
depends upon how well it can manage to keep the economy running thorough it policies and
actions.
While this pandemic situation has brought a lot of crisis and risks it has created new
openings for managing systemic challenges, and ways to build back better. The main aim of this
conference is to provide an opportunity for the academicians, researchers and representatives
around the global to share their ideas and experience in this field from different states and
countries. We are confident that the government, business, society will bounce back to a
positive and a bright future.
ADVISORY COMMITTEE
Chief Patron
Sri. Guggilam Ramesh, Hony. Correspondent
Chair Person
Dr. T. Mohanashree, Principal
Co – Chair Persons
Dr. P.B. Vaneetha Dr. M.V. Nappinnai
Vice Principal Vice Principal, Academics
Advisory Committee
Dr. R. Rangarajan Dr. C. Madhavaiah
Dean i/c College Development CouncilProfessor & Head Assistant Professor Department of Management
Department of Commerce, University of Madras Pondicherry University
Dr. Leigh – Anne Paul – Dachapalli Dr. Padmaja Priyadarshini BN

Head of the Department Entrepreneur, Senior Statistician &
Department of People Management & Development IIC – SKPC External Member
Tshwane University of Technology (TUT)
Dr. Y. Hariprasad Reddy Dr. Kavitha Menon

Retired Head & Associate Professor Assistant Professor & Head Department of Accounting & Finance
Department of Corporate Secretaryship D. G. Vaishnav College
Guru Nanak College Arumbakkam Chennai – 106
EDITORIAL TEAM
Chief Editor
Dr. P. BaraniKumari
Conference Convener & Head of the Department of B.Com (Honours),
Sri KanyakaParameswari Arts & Science College for Women, Chennai - 001
Sub-Editor
Dr. D. Jayaprakash
Assistant Professor, Department of Accounting & Finance,
D.G. Vaishnav College (Autonomous), Arumbakkam, Chennai – 106
Associate Editors
Ms. L. Madhumitha Ms. P.A. ThirupuraSundary
Assistant Professor Assistant Professor
Department of B.Com Honors Department of B.Com Honors
Sri KanyakaParameswari Arts & Science College for Women Sri KanyakaParameswari Arts & Science College for Women
Chennai - 001 Chennai - 001
Editorial Committee
Ms. AmithaRadhakrishnan .V Ms. J. Vaisali
Assistant Professor Assistant Professor
Department of B.Com Honors Department of B.Com Honors
Sri KanyakaParameswari Arts & Science College for Women Sri KanyakaParameswari Arts & Science College for Women
Chennai - 001 Chennai - 001
CORRESPONDENT’S MESSAGE
Covid – 19 has had a global impact on all fields. Commerce is one particular sector which has
faced tremendous changes. TheCovid – 19 crisis gave big challenges to the business people.
The pandemic created a difference in the functioning strategies of business people. To beat
this current circumstance, new approaches and practices ought to be carried out to sustain in
the market.
In this pandemic situation, the Department of Commerce (Honours) has organised an
virtual International level Conference on “Transformation in Commerce – Post Covid(2.0)”
with a view to find out the challenges faced in the society as a whole. This occasion has given
another vision and answer for the emergency which we are confronting now. Theconference
has given a chance to numerous individuals to share their insights and also many researchers
presented their papers
I trust that the International Conference has draw out the most ideal thoughts and answers
to improve and foster the current transformation in commerce field.
I would like to appreciate the Department of Commerce (Honours) for conducting this
event and I congratulate the team for their efforts to make this event a grand success.
SRI.GUGGILAM RAMESH
Hony. Correspondent
PRINCIPAL’S MESSAGE
As we are passing through an ever toughest COVID – 19 pandemic crisis, it is essential to have
a complete rejuvenation in almost all the realm. The unprecedented pandemic situation put
forth major challenges for further developments of our economic and financial system.Now, it
is the time to think about new opportunities and innovations to boost up the society as well as
the economy. Definitely, commerce has a prominent role in the renaissance process.
In this context, it is important to have a foresight regarding the post COVID – 19 eras. On
the ground of the pandemic COVID – 19, the department of B.Com Honours has timely and
rightly organized a virtual International Conference on the topic “Transformation in Commerce
– Post Covid (2.0)“, with a view to brainstorm for the upliftment of socio economic factors.
Many teaching faculties and research scholars have participated and presented their papers,
and discussions relating to the topics throw light to a hopeful post COVID – 19 future.
This special issue of journal is the adjunct of the International Conference. I place on
record my appreciation to the Department of B.Com Honours for organizing this conference so
relevant to the time and to the editors and the editorial committee for selecting and compiling
the research papers expressing diverse views, opinions and attitudes. I am sure the readers will
find the papers published in this volume interesting and enriching.
I would also like to acknowledge our gratitude to Arvind Associates for collaborating with
the department to organize this conference. I am much obliged to the management for providing
constant support and inspiration to make the event a successful one especially during the
pandemic dilemma. My wishes and appreciation to the conference convener, the organizing
secretaries and committee, research scholars, students and participants for their commitment
to be a part of the transformation as a whole.
Dr.T. MOHANASHREE
Principal
CONFERENCE CONVENER AND HEAD OF
THE DEPARTMENT
We are honoured to bring you this collection of the papers accepted for publication and
presentation at the International Conference on “Transformation in Commerce - Post Covid
2.0” organized by the Department of Commerce (Honours), Sri KanyakaParameswari Arts &
Science College for Women in collaboration with Aravind Associates on 28th May 2021
Covid – 19 has caused a huge disruption in demand and supply, thereby affecting the trade and
commerce badly. But it has paved way for new transformation especially in e-commerce, health
and hygiene. There is a deep transformation in global value chains related to new technologies,
growing economic nationalism and the sustainability imperative. The key intention of this
conference is to exchange latest research ideas both nationally and internationally.
These papers provide a wide spectrum of research on Marketing, Human Resource

Development, Banking & Insurance, Logistics and Supply Chain Management, Accounting &
Finance and Information Technology.One of the meaningful and valuable dimensions of this
conference is the way it brings together researchers, academicians and industrialists in the field
from different countries. All the accepted papers have gone through a rigorous peer-reviewing
process.
I would like to express our sincere thanks and appreciation to the authors for their wonderful
contributions. I would like to place on record my gratitude to our management and our Hony.
Correspondent Sri Guggilam Ramesh Sir, for providing this wonderful opportunity to organize
this International Conference. My heartfelt thanks to our Principal Dr. T. Mohananshree mam,
our Vice principal Dr. P. B. Vaneetha mam and Dr. M. V. Nappinnai mam who have been
pillars of support and motivation for smooth conduct of the conference.
Many thanks go as well to Aravind Associates for their support in organizing the Conference
and release of this volume. The success of the conference is due to the collective efforts of
everyone involved. My hearthfelt thanks to the reviewers and my department colleagues who
helped to maintain the high quality of manuscripts included in the proceedings and also for
their hard work and dedication even in this difficult time.
Dr. P. BARANI KUMARI

Head, Dept. of Commerce(Honours)
CONTENTS
SL No Name of Author Name of Topic Page No
1 P. Kavitha A Conceptual Study on the Antecedents of 1

Dr. C. Vatchala Customer Loyalty in Travel Agencies.
2 R.Vidhya Impact of Social Media in Digital Marketing - 7

Dr.K.Kalaiselvi FMCG Products with Special Referece to
Salem City
3 J.Gajavalli A Study on Various Methodologies in Plant 11

Dr. S. Jeyalaksshmi Disease Detection Using Image Processing
4 M. Ganesh Raja A Brief Survey on Significant Innovative 17

Dr. S. Jeyalaksshmi Potential Trends in Business IQ Using
Artificial Intelligence in Chatbot
5 Dr. K. Malarvizhi A Study on Supervisor Job Satisfaction 21

with Special Reference to Ground
Handling Services in Chennai Airport
6 Amitha Radhakrishnan V. The Awareness and Challenges on Cashless 27

Economy among Senior Citizens in Kerala
7 S. Geethalakshmi A Study on Morale of the Employees 31

K. Padmavathi Working in a Manufacturing Sector,
Dr. G. Sundharavadivel Chennai
8 J.Vaisali Impact of Advertisement on Consumer 37

Buying Behavior in Cosmetic Industry
Consumer Cosmetic Products
9 C.Seethapathi Impact of Employee Empowerment 41

Dr.S.Mala on Organizational Commitment through
Job Satisfaction in Banking Industry
10 A.Hemalatha Internet and Brand Outreach of Retail 47

Dr. P.Barani Kumari Supermarkets – A Study with Special
Reference to Chennai City
11 M.Renuka A Study on Job Stress and its Impact 53

Dr.P.Barani Kumari on the Work-Life Balance among
Teaching Faculties in Chennai City
12 M. Jayaprakash Socio-Economic Conditions of Handloom 59

K. R.Peer Mohammed Weavers: A Case Study of Weavers in
Kanchipuram
13 S.Bala Murali Factors of Work Stress among Teachers 63

J.P.Jaideep in Private Schools
Dr.L.Vijayakumar
14 G.Anitha Devi Comparative Study on Quality of Work 67

Dr.K.Vinotha Life among Private & Government
School Teachers in Chennai City
15 J. Gajavalli A Study on Awareness Level of Cyber 73

S. Lakshmi Crime & Cyber Security among College
S. Soundari Students
C. Kanta Kumari
16 L.Madhumitha A Study on Customer Perception on 79

Dr. V.Navaneetha Kannan Rebranding in Telecommunication Services
with Special Reference to Airtel in Chennai City
17 P.Vinodhini Impact of Burnout in Quality of Work Life 83

Dr.V.Ramanathan among the College Teachers in Chennai City
18 Thirupura Sundary P.A. Consumer Buying Behaviour towards 87

Dr. Selvi .K. Organic Food A Study in Chennai
19 PM. Nithisha Analysis on Investment Patterns among 91

Dr. P. Barani Kumari Salaried Individuals
20 Dr.S.Hemalatha Impact of Covid-19 on Digital 97

Dr.S.Ganapathy Marketing
21 Nikhil M Risk Governance Practices of Select 101

Dr B. Vijayachandran Pillai Private Sector Banks in Kerala
22 Dr. B. Suchithra A Study to Analyse the Effectiveness of 105

MS. D.Aarthi Learning and Development of Interns
Dr. K.Rao Prashanth Jyoty From Various City Colleges with Reference
to Kaar Technologies at Chennai City
23 K.Kalaivani A Study on Impact of Covid 19 Towards 111

Dr.T.Bharathi Self Help Group Women Entrepreneur’s
with Special Reference to Vellore City
24 Amritha Jessica Samson Spiritual Intelligence – A Healthy 117

Coping Mechanism for Covid-19 Anxiety
25 Dr. Meena. V A Study on Resources Used for Online Class 121

by Collegestudents at Home in Chennai City
26 R.Chandini Effectiveness of Determinants of Quality of 127

Dr. J. Srinivasan Work Life on Organisational Performance among
the Health Care Employees in Chennai City
27 Raveena.S.K. Consumer Tilt from Unorganised to 131

DR. Haridayal Sharma Organised Retail: A Reality Check
28 S. Raj Kamal A Study on Customer Satisfaction towards 137

Dr. G. Rajendiran Maruti Suzuki Cars
29 Dr. Sandeep R. Sahu Study of Investment Pattern in Stock Market 143

of College Teachers with Special Reference to
Government Aided Colleges in Mumbai District
30 V. V. Jawale Adverse Impact of Covid-19 Pandemic 147

on Education
31 Vijayalakshmi. K A Study on Recent Trend in E-Shopping 151

Utkal Historical Research Journal, Vol.34 (XXV), 2021
ISSN : 0976-2132
A CONCEPTUAL STUDY ON THE ANTECEDENTS OF CUSTOMER

LOYALTY IN TRAVEL AGENCIES
P. KAVITHA
Research Scholar, Department of Commerce, Pachiappa’s College, Chennai
[email protected]
DR. C. VATCHALA
Associate Professor, PG & Research Department of Commerce, Pachaiyappa’s College, Chennai 600030.
ABSTRACT
The purpose of this paper is to identify the factors affecting customer loyalty for travel agencies in Indian context. It
will help guide existing travel agencies and future entrants to have an in-depth understanding of customer satisfaction
and customer loyalty in their domain. It will also help to improve their business operations and investment focus,
which in turn will lead to greater customer satisfaction and loyalty.
KEYWORDS : E service quality, perceived customer value, customer satisfaction, customer loyalty, travel agencies.
INTRODUCTION :
In the LPG era, there is a remarkable increase in the Internet population. This rise has ultimately led to the tremendous
opportunity for growth in e-commerce in India. Since 2009, there has been a steady boom in India’s e-commerce
industry to a degree of 34%, and e-commerce sales are forecast to increase from US$ 39 billion in 2017 to US$ 120
billion in 2020, rising at an annual pace of 51%, the fastest in the world. The e-travel industry contributes to the
majority of the Indian e-commerce industry’s 88 percent rise. Makemytrip.com started its activities during the year
2000 as the leader in the e-travel industry. Such an initiative has proven to be useful to the client in different respects.
Some factors are :
●● Negligible approval and access by customers
●● Lack of confidence from airlines in the latest ticketing system
●● Practice in the business of paper tickets and
●● Infrastructure limits of technology.
RESEARCH QUESTIONS :
In this study an attempt has been made to identify the answers for the research questions listed as follows:
●● What are the factors influencing customer satisfaction of e-travel agencies in Tamilnadu?
●● W
hat can be a suggested conceptual model to determine the dimensions that an online travel agency in the
perspective of customer loyalty in Tamilnadu?
ANTECEDENTS OF CUSTOMER LOYALTY IN TRAVEL AGENCIES :
1. E-service quality
2. Perceived customer value
3. Customer satisfaction
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REVIEW OF LITERATURE
STUDIES RELATED TO E-SERVICE QUALITY :

Parasurama, Zeithaml & Malhotra (2005) created a multi-item scale in their analysis to quantify the efficiency of the
website service in similar ways, understanding the change from offline to online business. This analysis has established
seven aspects of the efficiency of e-services overall. The first four dimensions were performance, fulfilment, device
flexibility and privacy that measure the quality of the service and the other three dimensions were responsiveness,
reward and communication to measure the quality of the e-recovery service. Via the online survey, this study was
focused on means of finishing the framework using a group of 549 participants. The study showed that reliability and
fulfilment are the most important variables in the consistency of a website service that greatly impact expectations of
quality, perceived worth and intentions of loyalty.
The study conducted by Ho and Lee (2005) combined the different dimensions of service quality identified by
various research studies to assess the quality of OTA services in five key dimensions, namely information quality,
protection, accessibility of the website, customer relationships and responsiveness. The research showed that the
reliability of the website and the customer relationship are the two most significant considerations regarded by online
travellers when booking travel items for the quality of e-travel services.
The effect of perceived website functionality on the ability to use online travel agencies was investigated by Park
et al . ( 2007). Six core dimensions have been established in this study: ease of use, security / privacy, information /
content, responsiveness, visual appeal and fulfilment by factor analysis. The most critical dimension in assessing the
willingness to use where visual appeal would not have a huge effect on the willingness to use the website was found
to be ease of use. The study indicated that fulfilment is also one of the essential variables for OTA websites to calculate
website quality.
From the findings of factor analysis, Tsang, Lai and Law (2010 ) defined six underlying dimensions of E-service
efficiency, namely website accessibility, quality and content of information, fulfilment and responsiveness, safety and
protection, appearance and presentation, and customer relationship. The four dimensions of website accessibility,
quality and content of information, safety and protection, and customer relationship are found to have a major effect
on the measurement of overall satisfaction of online customers and their intention to repurchase.
STUDIES RELATED TO PERCEIVED CUSTOMER VALUE :
Eun-Ju and Overby (2004) published a study to investigate the role of consumer value in online shopping, such as
utilitarian value and experiential value, and also to figure out the effect of customer value on customer loyalty and
customer retention, faithfulness. The online survey gathered data from 817 online shoppers. The findings of SEM
showed that online user loyalty is favourably influenced by both utilitarian meaning and experiential value. The study
found that if customer happiness is obtained by customer value in the sense of online shopping, buyer loyalty could
be improved.
As a relation between consistency, sacrifice and happiness, meaning. The important effect of perceived value on
the happiness of tourists was also demonstrated by an effort by Gallarza and Saura (2006) to expose the relationship
between perceived value , satisfaction and loyalty in tourism. In internet shopping, perceived value can influence
consumer satisfaction, which also affects survival, competition, benefit, and performance (Homsud&Chaveesuk, 2014).
A successful approach for manufacturers to retain new loyal buyers is to have high customer satisfaction (Chang,
Lee & Chen, 2008). Carlson, O’Cass and Ahrholdt (2015) attempted to examine the effect on online channel satisfaction
and online channel loyalty for multi-channel retailers of the perceived online channel importance of consumers.
The study confirmed the clear and direct effect on online channel satisfaction and online channel loyalty of the
customer’s perceived online channel worth. Furthermore, this research also showed that clients who receive high
value from a service provider appear to be more happy and loyal than clients with low perceived value.
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Another research conducted by Malik (2011) on a sample of 300 customers in Pakistan’s banking, shipping,
courier, and telecommunications industries found that perceived value functions as a partial mediating variable in
the relationship between perceived quality of service and customer satisfaction. The existence of perceived consumer
value has also reinforced the link between the perceived quality of e-service and customer satisfaction.
Therefore, perceived consumer value affects the commitment of the customer to online company by reducing the
need for a person to pursue other service providers. It is noted that when the perceived worth of the customer is low,
consumers would be more likely to turn to rivals to increase their customer value, contributing to a reduction in loyalty.
STUDIES RELATED TO CUSTOMER SATSIFACTION :
Cronin et al . ( 2000) found out that, because of its potential effect on consumer behavioural intent and customer
engagement , customer satisfaction has become one of the key variables addressed in marketing and consumer
behaviour literature. Customer satisfaction is seen as an important variable because it influences the willingness of
participants to continue with the The same beneficial relationship between happiness and loyalty in e-commerce
has been shown in recent research studies (Anderson & Srinivasan, 2003; Bhattacherjee, 2001; Devaraj et al . , 2002;
Hoffman, Novak & Peralta, 1999; Reichheld, Markey & Hopton, 2000; Rodgers, Negash & Suk, 2005). In other words
, online consumer loyalty in the form of internet commerce is the product of customer interaction with a website.
Recent study studies are, in particular, more focused on evaluating the identification of moderators and/or mediators
who can indirectly influence the relationship between satisfaction and loyalty. For eg, Anderson & Srinivasan (2003)
investigated the influence of the business-level factor of customers’ individuals and companies on the satisfaction-
loyalty relationship in the sense of e-commerce. The findings of the regression analysis revealed that the influence of
e-satisfaction on e-loyalty was substantially moderated among the customer level variables, comfort, incentive and
purchase size, while inertia suppresses the impact of e-satisfaction on e-loyalty. With regard to market level variables,
the effect of e-satisfaction on e-loyalty is greatly accentuated by both belief and perceived worth, as produced by the
firm. It is presumable that high consumer satisfaction would produce high customer engagement from the analysis of
previous studies.
Consumer retention has a bigger role to play than merely being a famous customer engagement precedent
(Srivastava & Rai, 2014). The research conducted by Srivastava and Rai (2014 ) empirically showed that the relationship
between service quality and consumer loyalty in the life insurance industry in India is partly influenced by customer
satisfaction. In the same way, Bei and Chiao (2001) have observed that, through customer satisfaction , high levels
of perceived service efficiency had an indirect but substantial positive impact on customer loyalty. Olorunniwo, Hsu
and Udo (2006) recorded that the indirect influence of service quality on behavioural intentions becomes greater by
customer loyalty in the sense of a service factory. The causal connexions between expectations of service efficiency ,
productivity and loyalty have been confirmed by Anderson and Sullivan (1993),
Literature indicates that loyal consumers improve the profitability of a concern since it is less costly to allow them
to shop, they do not alter often, have fresh references by good word of mouth, less price-sensitive and chose to do
more business with their preferred retailers in the future (Anderson & Srinivasan; 2003; Baldinger&Rubinson, 1996;
Dick & Basu, 19; Therefore, advertisers also come up with new tactics for their firms to build a dedicated client base to
ensure company viability and long-term sustainability (Bowen & Shoemaker, 1998; Ganesh, Arnold, & Reynolds, 2000;
Reichheld et al., 2000).
In the other hand, attitudinal allegiance means the state of mind of the consumer. It depends on the optimistic and
preferential attitude of the consumer towards a business and its goods. It includes consumers’ mental and psychological
connection to a brand / product (Jeon, 2009). Attitudinal loyalty does not necessarily result in regular shopping. If the
customer feels that a service has qualities that are attractive, he may have a more positive approach to the service. The
dimensions of attitude loyalty can be assessed by consumer reaction to their love & support engagement, suggested to
others, strength of choice (Mitra & Lynch, 1995) and feelings of connexion to a product / service / organisation. It has
also been shown that loyal attitudinal customers are far less prone than non-loyal customers to negative brand data. In
turn, this attitude loyalty determines customer intentions (Kassim & Ismail, 2009). Thus, attitude loyalty comes from
desire, whereas behavioural loyalty can be out of force due to replacement or rival unavailability. Dick and Basu (1994)
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have been critical of the

In conclusion, testing just attitudinal loyalty alone would not provide a good interpretation of customer loyalty.
Dick and Basu (1994) concluded that both relative mindset and behavioural intentions should require loyalty. Keller
( 1993) has indicated that loyalty involves both attitudinal and behavioural dimensions that are expressed in a
customer’s repetitive purchasing actions over a period of time influenced by a favourable attitude to the commodity. A
research on online travel intermediaries published by Dunn (2005) covered both attitudinal and behavioural aspects
of loyalty. The results suggest that relational loyalty has a very significant effect on behavioural loyalty.
In order to analyse the expectations of general website consumers regarding e service efficiency (e-SQ) and its
market implications, Gera (2011) empirically tested a sample. The knowledge was obtained from 236 students chosen
by purposeful sampling methodology from leading business schools in India. The most important feature of e-SQ was
considered to be ease of access. It was observed that e-SQ is a clear precedent of perceived value, and e-loyalty is
greatly influenced by perceived value in turn. E-satisfaction was also described in the analysis as a clear precedent
to constructive recommendation intentions. The findings of the research conducted by Shankar et al . ( 2003) found
that online clients showed greater loyalty than offline. Loyalty and happiness have been shown to have a mutual
relationship such that each reinforces the other favourably, and this relationship between overall satisfaction and
loyalty is further reinforced online.
In the presence of switching costs and the effects of this relationship on customer engagement on cell phone
service providers in India, Edward and Sahadev (2011) have tested the relationship between service quality , perceived
value and customer satisfaction. The results suggest that the cost of switching has an independent impact as well as
a mediating effect by consumer loyalty on customer retention. As this interaction is entirely mediated by consumer
loyalty, there is no direct relationship between service quality and perceived value to affect switching costs. A strong
indicator of customer retention is expected to be customer loyalty. The analysis also showed that consumer satisfaction
mediates the perceived service variable and partly the perceived meaning in its effect on customer retention.
STUDIES ON RELATIONSHIPS AMONG SERVICE QUALITY, PERCEIVED CUSTOMER VALUE, CUSTOMER
SATISFACTION AND CUSTOMER LOYALTY IN INDIA
In order to analyse the expectations of general website consumers regarding e service efficiency (e-SQ) and its market
implications, Gera (2011) empirically tested a sample. The knowledge was obtained from 236 students chosen by
purposeful sampling methodology from leading business schools in India. The most important feature of e-SQ was
considered to be ease of access. It was observed that e-SQ is a clear precedent of perceived value, and e-loyalty is
greatly influenced by perceived value in turn. E-satisfaction was also described in the analysis as a clear precedent
to constructive recommendation intentions. The findings of the research conducted by Shankar et al . ( 2003) found
that online clients showed greater loyalty than offline. Loyalty and happiness have been shown to have a mutual
relationship such that each reinforces the other favourably, and this relationship between overall satisfaction and
loyalty is further reinforced online.
In the presence of switching costs and the effects of this relationship on customer engagement on cell phone
service providers in India, Edward and Sahadev (2011) have tested the relationship between service quality , perceived
value and customer satisfaction. The results suggest that the cost of switching has an independent impact as well as
a mediating effect by consumer loyalty on customer retention. As this interaction is entirely mediated by consumer
loyalty, there is no direct relationship between service quality and perceived value to affect switching costs. A strong
indicator of customer retention is expected to be customer loyalty. The analysis also showed that consumer satisfaction
mediates the perceived service variable and partly the perceived meaning in its effect on customer retention.
RESEARCH GAP
Previous research studies have found that the efficiency of e-service, perceived consumer value and customer retention
play a very important role in creating customer loyalty either offline or online in various categories of industrial and
social sectors. It is, however, recognised that only a few studies have been carried out on determinants of consumer
loyalty.
Online travel agencies (OTAs), especially in Tamilnadu. Secondly, it is also noted that most consumer loyalty
models have overlooked one or other major customer loyalty generators, which gives the practitioners an inaccurate
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ISSN : 0976-2132
view of the loyalty model. Thirdly, the recognition and confirmation of the moderating impact of online switching costs
on the relationship of service efficiency, perceived consumer value, customer retention with customer loyalty was
generally unexplored as an important element in affecting customer loyalty. A holistic viewpoint can be provided by
the perception of swapping costs as a moderating variable and its interplay between variables.
The current study proposes to fill this research void by analysing all five variables in a single construct and
evaluating a quantitative model to provide a more detailed interpretation of consumer loyalty determinants, their
interrelationship and their impact on customer loyalty in online travel agencies. In the figure below, the conceptual
model is clarified.
CONCEPTUAL MODEL OF THE STUDY
CONCLUSION
This study is an attempt to focus on the survey of literature on the study topic. It added clarity to the
antecedents affecting customer loyalty towards online travel agencies in Tamilnadu. The research gap was
identified and the conceptual framework has been developed through this study.
REFERENCES
[1] A
ladwani, A. and Palvia, P. (2002), “Developing and validating an instrument for measuring user-perceived
web quality”, Information & Management, Vol. 39, pp. 467-76.
[2] B
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trust on website loyalty”, Information & Management, Vol. 43, pp. 1-14.
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iao, Z. and Cheung, M. (2002), “Internet based e-banking and consumer attitudes: an empirical study”,
Information and Management, Vol. 39 No. 4, pp. 283-95.
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cQuitty, S., Finn, A. and Wiley, J. (2000), “Systematically varying consumer satisfaction and its implications
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adu, C. and Madu, A. (2002), “Dimensions of e-quality”, International Journal of Quality & Reliability Management,
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perceptions for service quality”, Journal of Retailing, Vol. 64 No. 1, pp. 12-40.
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urban, E. and Gehrke, D. (2000), “Determinants of e-commerce website”, Human Systems Management, Vol. 19,
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Total Quality Management & Business Excellence, Vol. 14 No. 4, pp. 437-50.
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an, A. (2000), “Opportunities to enhance a commercial web site”, Information & Management, Vol. 38 No. 1, pp.
15-21.
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IMPACT OF SOCIAL MEDIA IN DIGITAL MARKETING - FMCG

PRODUCTS WITH SPECIAL REFERECE TO SALEM CITY
R.VIDHYA
Ph.D. Research Scholar , Department of Commerce Vels Institute Science Technology and Advanced Studies
(VISTAS), Pallavaram, Chennai – 117.
Dr.K.KALAISELVI
Assistant Professor & Research Supervisor, Department of Commerce Vels Institute Science Technology and
Advanced Studies (VISTAS), Pallavaram, Chennai – 117.
ABSTRACT
In the age of Globalization, the business firms use several media of Marketing in Digital marketing, especially Social
media marketing is the marketplace has become highly competitive, Consumer behavior is The Social media is changing
traditional marketing communication. Social media marketing is the pillar of the Digital marketing. In recent days,
every family rich, middle, poor, educated people approach the Social media marketing. Consumers are increasingly
using social media to search for information and turning away from traditional media such as television, magazines,
newspaper, radio, etc. The main objective of this paper identify and get insight into the main features of social media
ads influencing consumer’s behavior on FMCG products. The aim of this research paper was to further understand the
area in the conceptual study of the role of Social media on buying behavior of consumer motivation to shop online.
Results show that social media usage influences customer buying behavior in the various stages of information search
and different evaluation, with satisfaction getting strengthen as the consumer moves along the process towards the
final purchase decision and post-purchase evaluation .The aim of this study is to analyses the impact of social media
marketing on Fast Moving Consume products.
Keywords: Business, Social Media, Digital Marketing, FMCG, Consumers, etc
INTRODUCTION
The fast moving consumer goods (FMCG) fragment is the greatest and largest sector in the Indian Economy. Social
Media has proven that to be more than an entertainment and interacting platform for the users. For marketers, Social
media monitoring helps to improve the sales pipeline. The FMCG sector is marked by a different variety of indistinguish
products, which offer consumers a wide range to choose from. One of the great advantages of having an effective
digital marketing tactics in place is that it helps brands create a distinctive brand identity. These assist customers
to form a strong opinion of the brand, which will ultimately influence the consumer buying behavior, everybody is
talking about digital marketing and professionals praise it’s the way to grow an online business. Social media helps
the customer to establish proper communication with each other and build a harmony relationship with others. It
authorize the firms to directly approach with their customers. The Internet and especially social media have alter the
shoppers and marketers communicating process. The significance of social media in the Indian Fast moving consumer
goods market can be observed by analyzing the ?hurly- burly of the market. Various Fast moving Consumer Goods
giants like Cadbury, Coca cola, Toilet paper, Nestle, Pepsi Co, etc, have designed targeted social media campaigns that
have been successful in the recent past. It has been observed that the youth are very responsive to such crusade. The
Internet has characteristics such as - the power to economical store huge amounts of data at different situation - the
powerful search engines, organizing and disseminating of data, Social Media is innovative one and lot of additional
advancements with the power to function a physical distribution medium as software relatively low prices. Social
media is a new buzz sector in promoting that has brought on a ‘participatory culture’ where users network with other
like-minded individuals to engage in an unending loop of knowledge exchange, watching updates, and requesting
opinions and ratings on all kinds of products, services and activities.
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Table 1: Categories of social media platforms
Categories Description Example applications
Networking Exchange of ideas Up to date information on activities and events Facebook, Twitter, YouTube, Google
of other users Facilitate sales by directing potential customers Plus, Linkedin, Instagram, Snapchat,
to specific websites Facilitates market studies through which
people’s inclinations towards certain products and services can Pinterest, Four Square, Blogs,
be gauged Forums, Chat Rooms
Collaborative Facilitates content sharing for self-directed studies and peer- Wikipedia, Google Docs, Slideshare,
based learning Appreciated by young people for facilitating Survey Monkey
interactive learning Helps in honing knowledge and skills using
information provided by field experts
Image- sharing Services such as transferring, sharing, uploading and archiving Instagram, Picasa, Pinterest
of images in a closed group or in a public platform Features such
as online gallery, ability to add comments or blog entries along
with the images Technical advancements such as unlimited
cloud storage for the users to upload unlimited photographs and
videos at a better bandwidth
Blogging Allows creative individuals to key-in and share their thoughts Tumblr, Wordpress, Blogger
instantly through platforms, followed and commented by a
huge audience Additional features to improve aesthetics such as
sharing of images, videos, etc. User-friendly for beginners
Video- sharing Allows rapid uploading or sharing of multimedia files in a public YouTube, Vimeo, Google Video,
setting Abundant space for storing the data-heavy multimedia Grouper, Jumpcut, Dilymotion, AOL,
content Eyespot
Micro- blogging A micro-blog is much shorter than blogs, where the content Twitter, Tumblr, FriendFeed, Jaiku,
is limited to a specific number of words and short messages Plurk
and phrases are allowed to be shared. Twitter is the currently
dominant player
Source: Adapted from Helms, 2010; Castronovo and Huang, 2012; Geho and Dangelo, 2012; Kairam, Kaye, Guerra-
Gomez and Shamma, 2016; Schlinke et al., 2013; Patel, Rathod and Prajapati, 2011; Kichatov and Mihajlovski, 2010;
DeVito, Birnholtz and Hancock, 2017; Johansson, 2010
Phan (2011) conducted a study on the impact of social media on consumers’ purchase intentions and perceptions.
The author posited that people who are well conversant with the latest communication technologies have contributed
to the popularity of social media as it is consumer-friendly and instinctive. However, the author believes that purchase
intentions and perceptions of consumers cannot be increased by investments in social media as it is in its initial phase
and has to go a long way ahead.
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Ahuja and Bharadwaj (2016) reported that the importance of social media networks increased every day among
the youngsters in India. The study carry out several benefits such as information regarding job opportunities, useful
resource for education, etc. for the youngsters as well as undeniable dangers associated with extensive use of social
media networks such as diversions, cyberbullying, low self-esteem, etc. According to them, in India, Facebook is ranked
as the third most used website among the youngsters. While the US forms the biggest market for Facebook, India
comes next, contributing the second biggest market for Facebook.
OBJECTIVES OF THE STUDY
●● To examine the level of awareness on Social media marketing with Fast Moving Consumer Goods products.
●● To identify the problems faced by the users of Social media marketing.
●● To point out the customer’s expectation regarding the remedial measures.
SCOPE OF THE STUDY

In a Developing Country such as India, marketers face many constraints in marketing their products. Since the people
life styles has emerged in a different way. The consumers’ tastes and preference are changing as never before due to
the technology and economy development. To analyze the various level of satisfaction and the problem faced by the
consumer towards FMCG products on Social media marketing.
RESEARCH DESIGN
The study done through the data collected for analytical purpose came from a survey from the consumers who came
for the purchase of FMCG products on Social media marketing in Salem District. A Comprehensive Questionnaire was
developed & distributed to 200 respondents who came for the purchase of FMCG products on Social media marketing.
The Sample chosen consisted of 200 respondents representing different occuptations.Viz, agriculture, business,
employees and professionals and House wives.
PRIMARY DATA & SECONDARY DATA

Primary data was collected by circulating a Questionnaire and Secondary data was collected from company manuals,
catalogue, portals, websites and magazines, etc. The survey was conducted at the end of December 2020.
Sample Design
The sampling size is limited only for 200 customers for among various cater of position in their jobs. Stratified
random sampling was adopted.
Reliability Analysis
The aim of the preliminary study is to check the feasibility and reliability of the Questionnaire which was used as a
main tool for collecting primary data. Reliability Analysis was done for the eight factors separately and consists of 45
items. There are 200 respondents collected for this study.
Particulars Number of Respondents Cronbach’s Alpha

Cutomers 200 0.801
The Cronbach’s Alpha criterion was applied to test the reliability. The value was determined as 0.801 (80.1%)
information collected from the online Customers .
Table 1 Independent Sample T- Test
Independent Sample t - test Test for Equality of variance F Sig

Mobile Equal variance assumed 3.891 .066
Equal variance not assumed
social media Equal variance assumed 3.889 .072
Equal variance not assumed
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CONCLUSION
Nowadays Social media users are very craze in Twitter, facebook,whatsup,and so on, which found decision-making to
be uncomplicated and enjoyed the process more, when compared to those who used knowledge exchange sources.
Impact of Social Media positively associated with evaluated consumer satisfaction are easiness, enjoyment, trust and
confidence. We recommend future research direction to the multicultural impact on the online based Fast Moving
Consumer Goods products on Customer buying behavior. Those who had enjoyed the decision-making process with
satisfaction in the multi stages and the ultimate purchase. Marketers are always interested in grabbing the attention of
the consumers. Even though this research is a pilot study, however, it is important to note that the study adds to dearth
research in the social media marketing area. Future research direction should focus on generalizing the scope of the
study considering the lens of coverage of social media users worldwide.
REFERENCES
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oh, K.Y., Heng, C.S. and Lin, Z. (2013) ‘Social media brand community and consumer behavior: quantifying the
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oodrich, K. and De Mooij, M. (2014) ‘How ‘social’ are social media? A cross-cultural comparison of online and
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rant, R., Clarke, R.J. and Kyriazis, E. (2007) ‘A review of factors affecting online consumer search behaviour from
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ayes, A.F. (2012) PROCESS: a Versatile Computational Tool for Observed Variable Mediation, Moderation, and
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2016).
[12] H
oward, J.A. and Sheth, J.N. (1969) The Theory of Buyer Behavior, John Wiley and Sons, New York. Jepsen, A.L.
(2007) ‘Factors affecting consumer use of the internet for information search’, Journal of Interactive Marketing,
Vol. 21, No. 3, pp.21–34.
[13] A
zhar Ahmad Nima Barhemmati (2015), “Effects of Social Network Marketing (SNM) on Consumer Purchase
Behavior through Customer Engagement ”, Journal of Advanced Management Science Volume. 3, Number. 4, pp.
307-311
[14] B
ayazit Ates Hayta (2013), “A study on the of effects of social media on young consumers’ buying behaviors”,
European Journal of Research on Education, ISSN Number: 2147-6284 , Main Issue: Human Resource
Management, Page.Number 65-74
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A STUDY ON VARIOUS METHODOLOGIES IN PLANT DISEASE

DETECTION USING IMAGE PROCESSING
J.GAJAVALLI
Research Scholar, Department of Computer Science, Vels Institute of Science, Technology & Advanced Studies
Dr. S. JEYALAKSSHMI
Research Supervisor, Department of Computer Applications & IT, Vels Institute of Science, Technology & Advanced Studies
[email protected] & [email protected]
ABSTRACT
India is an agriculture potential country and farmers play a vital role in balancing the food production against the
growing up population. In general, the Indian farmers are cultivating crops after facing and crossing the threat of many
problems like flood, drought, rains, pest infection, market crises, etc. One of the key problems they face is Pest infection
to the crops. The biotic and abiotic plant disease factors are influencing the agriculture to decrease the productivity
and quality of food materials. The automatic Plant disease detection technique is most important in agriculture work
which leads to effective growth and improved yield. This paper reviews the methods and techniques used by various
researchers for finding the output in the plant disease detection using image processing. The stages of image processing
are described along with the existing methods involved in the respective stages are listed.
Keywords—feature extraction, segmentation, classification, SVM, CNN
INTRODUCTION
The study of plant diseases is known as plant pathology or phytopathology. A plant is diseased continuously by
pathogens (an organism that cause diseases) and some poor environmental conditions like climate, pollution, erosion
etc., which disturbs the plants normal structure, growth, function and other activities [14]. The microorganisms which
cause infectious disease in the plants are fungi, bacteria, viruses and nematodes, etc. [6].
Fig.1 Plant Disease Classification and respective factors
Plant Diseases directly affects the agricultural sector and reduces efficient production of food materials. In the plant
disease identification, the main part of the plant being examined is a leaf. Plant disease detection and classification is
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the most important part in agriculture field, through the timely exact detection only, we can support the farmers to
prevent from huge agricultural loss [7].
Fig.2 Diseased leaves
The following table describes some microorganism causing plant diseases, crops affected and their related
symptoms.
Table.1 Crops Affected by Microorganisms
S.No. Disease Crops Affected Symptoms

1. Black rot Brassicas Leaves margin with yellow to light brown.
2. Bacterial canker Tomato Capsicum Chilli Leaf corners getting turned to brown with yellow border.
3. Bacterial spot lettuce cucurbits tomato capsicum Leaves areas in brownish black colour circular shape.
4. Mildew Onions leeks garlic Powdery mildew, i.e. pale yellow leaf spots
5. Rust Beans String Beans Orange or yellow spots on the leaves
6. Mosaic Tomato Carrot Celery Leaves getting curled, malformed, or reduced in size
Diagnosing plant diseases in the early stage of plant life cycle is a very essential part of agriculture. The primary
step in identification of plant disease is diagnosing the affected part of the plants. Microorganisms like Bacteria, Fungi
or Viruses are causing majority plant diseases. Some of the diseased plants images are listed below.
Bacterial wilt Black canker Bacterial Spot
Fig.3 Bacterial infected leaves
Blight Rust Scorch
Fig.4 Fungal infected leaves
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Mosaic Curly top Ring Spot
Fig.5 viruses infected leaves
IMAGE PROCESSING
Image processing is a technique used to perform various operation and analysation on an image, which is mainly used
to enhance or to extract the required features from the digital form of an image.
The following details describe the importance of image processing technique:
●● Image processing technique is to visualise the required object, which are not observed properly in raw vision.
●● Better images are created with the tools image sharpening and restoration of image processing technique.
●● Various objects in an image can be measured using measurements of the pattern technique.
●● The objects in an image are distinguished by using Image recognition.
The flow of the process used to detect the plant diseases as follows:
Fig.6 Steps involved in image processing
TECHNIQUES AND METHODOLOGIES

Image Acquisition
Image Acquisition is the initial step in the fundamental steps of digital image processing. The image in an image
Acquisition would be as simple as an image in a digital form. Leaf images are captured using a digital camera with
proper illumination and constant distance maintained during capturing the image for accuracy purpose[4].
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Diseased images in jpeg format with the resolution of 14Mega pixels were taken for implementation [2].
The captured images were initially in RGB form, then device independent color space transformation is applied in
image acquisition process [15].
The required images for inputs are collected by using camera and scanner. Further the electronic nose is also used
for collecting odour, which are used to find out the diseased plant. [11].
Image Pre-processing
The image pre-processing process is used to improve the image data from unwanted distortion or enhancing the image
features for further processing. Image cropping is one of the pre-processing methods, which was done to collect only
the required region from the original image. Smoothing filter was used for smoothing the required portion of an image
for further analysing. Image enhancement was also applied to increase the contrast [1].
Contrast adjusting is the required pre-processing technique, which was done using Histogram equalization method
by changing the intensity distribution of the histogram [1,7].
According to the required proposed segmentation process the image modification and enhancing were implemented
by using different filters. Disc filter, median filter and Gaussian filter where the three filters used by the researcher for
the proposed segmentation process [2].
RGB into HSV color transformation method was implemented. The HSV color separation was used for describing
the color terms, then the further analysis proceeded by using hue and saturation values [4].
The images were resized without changing the described image ratio by using nearest neighbour interpolation
method. De-noising was done by the median filter; the image quality improved further using MATLAB by 3-by-3
neighbourhood [9].
The image quality was improved by removing the undesired distortion. Cropping the required region for analysation
was done by clipping technique and also smoothing the region was done by using smoothing filter and image contrast
was also improved by using image enhancement [10].
Image Segmentation
Segmentation is the most important stage in image processing, which is used to partition the whole image into multiple
parts of similar features for analysing, example to locate boundaries and objects in the image.
The Segmentation process is implemented by using the following multiple methods such as Boundary & spot
detection algorithm, K-mean clustering and Otsu Threshold algorithm. The infected part was detected with the
information of the green portion of the leaf. Otsu threshold value was implemented to mask the green pixel [1].
The Border Segmentation Technique was used in this paper [2]. Morphology is a methodology of image processing
based on shape. Small objects were removed by using morphology opening operation; the closing operation was used
to remove the small holes of the foreground image, filled holes operation used to generate noiseless images [2].
Masking of green pixels and Threshold based segmentation techniques are carried out in the segmentation process
of image processing [4][10]. The healthy or diseased portion of the leaf was found by masking of green pixel technique.
A threshold-based segmentation algorithm is used to extract the affected portion of the leaves. Further the Damage
Ratio (DR) is calculated for finding the level of affected portion of the infected leaves, which can be done by dividing
the damaged area by the total leaf area [4].
Region merging or splitting was decided by the threshold value and also based on the region intensities. If the
max-min difference value of the regions is less than the threshold value, then region merging was implemented else
splitting was implemented [9].
The RGB images were converted into L*a*b color space for proposed segmentation. The diseased portion of the plant
was derived by the following techniques (i) K-mean clustering (ii) Color Thresholding (iii) Gray scale into binary image [11].
Feature Extraction
In Feature extraction, a piece of information will describe the details to understand the image. In feature extraction
stage, feature parameters like texture, shape and color of an image plays the important part for further processing.
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This concept is known as feature extraction.

Gray Level Co-occurrence matrix was calculated by the researchers to find out the texture feature of an image.
It is an important old statistical technique but popular to extract the texture feature, which helps to compute the
relationship of a pair of pixels [4,7]. Local Binary Pattern (LBP) was used for texture extraction, which has uniform
transitions (1-0 or 0-1) and used to reduce the window size [7].
The Histogram of an oriented gradient (HOG) is utilized for feature extraction and the following three components
i) Hu moments ii)Haralick texture iii) color Histogram are used to extract the shape, texture, and distribution of the
colors in an image[5].
The feature parameters of color, shape and texture were recognised by the techniques Genetic Algorithm (GA) and
Correlation based feature selection (CFS) [9].
The color and texture features were extracted using a color co-occurrence technique by the following steps. i) RGB
into HSI: hue, saturation, intensity attractive color mode ii) color co-occurrence matrices were implemented for HIS.
iii) Finally, features were computed [10].
Detection and Classification
Computer Vision is used to identify the objects in an image done on the stage of detection and classification of image processing.
Some type of identifications like locating the object, detecting the required region and counting the objects in an image or video.
The black leaf spot and sun scorch diseases of orchid leave were identified by pattern classification. The Graphical
user interface developed for image loading, computation of ROI – Region of Interest and Segmentation of ROI image [2].
Back propagation algorithm was used for classification of disease, this method was training the neural network
according to the error rate of the epoch derived in previous attempt [1,4].
CNN: Convolutional Neural Network was used by the researcher for image classification and disease recognition,
it performs with high accuracy even for the complex processes of classification and recognition of pattern. Here, five
basic Convolutional Neural Network architectures that were implemented for identification of diseases. Those are i)
AlexNet, ii)AlexNetOWTBn, iii)GoogLenet, iv) Overfeat and v)VGG. The following parameters were involved in training
the CNN models: batches / epoch, batch size, momentum, weight decay, learning rate. The performance of the above-
mentioned CNN architectures, according to the overall result the author concluded VGG Convolutional Neural Network
was the successful model and the success rate described as 99.53%.[3].
Random forest classifier generates a set of decision trees using random training set, aggregate results of different
trees to find out the final class test object. This Algorithm was implemented to classify the diseased and healthy images
with a smaller number of data set [5].
The Classification of diseased plant leavesis done by the following techniques i) SVM Classification ii) KNN
classification iii) Ensemble Classification. Support Vector Machine (SVM) produces the best accuracy [7].
Apple leaf disease identification was done by using Support Vector Machine and the author also compared the
proposed technique with other techniques. The proposed SVM compared with KMS+NNC: K-means based segmentation
and neural network-based classification, CFE: color feature extraction, and then concluded with 93% recognition rate
in the testing data of the proposed technique [9].
Minimum distance criterion with k-mean clustering proposed algorithm used in the first phase of the classification, which
produced 93.63% accuracy and in the second phase proposed SVM algorithm was used, which produced 95% accuracy. [10].
The classifiers FIS (Fuzzy interface system), SVM (Support Vector Machine), PNN (Probabilistic Neural Network)
and NB (Naïve Bayes) used for classification and the research determines the high-performance rate which was
produced by the approach SVM+FIS+PNN+NB in combined form than other single classifiers [11].
The main contribution of the research is as follows: i) the pre trained CNN models VGG16 and VGG19 were used
for identification of plant diseases. ii) The OLPSO (Orthogonal learning particle swarm optimization) algorithm is used
to optimize a number of hyperparameters of every single model in the ensemble. iii) Exponentially decaying Learning
Rate schema is used to train every single model in the group. The healthy and affected maize leaves recognized by the
above proposed procedures [12].
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Feature extraction was implemented using Gabor filter technique and the extracted color and texture features were
used by the Artificial Neural Network to find out the plant diseases. The recognition rate of ANN classifier was 91% [13].
CONCLUSION
Agriculture field is always struggling with lot of hurdles to balance the population and production of food materials.
One of the major things is plant diseases, which reduces the production of crops. Automatic plant disease detection
is a required automation in the agriculture field to promote the productionwhich helps to decrease the farmers’ loss.
This paper reviewed all the listed papers in the reference and this work also helps the researchers in collecting
various techniques or methodologies used in the image processing for plant disease detection.This review also helps
to get idea and innovation technique of the various researchers in each stage of the image processing.The methods and
techniques used by the various researchers are listed in the following order image acquisition, image pre-processing,
segmentation, feature extraction, detection and classification. This work will also motivate to the new findings in the
area of plant disease detection using image processing.
REFERENCES
[1] S achin D. Khirade; A.B. Patil “Plant Disease Detection Using Image Processing” 2015 IEEE International
Conference on Computing Communication Control and Automation
[2] W.M.N Wan MohdFadzil; M. S. B. Shah Rizam; R. Jailani; M. T. Nooritawati “Orchid leaf disease detection using
border segmentation techniques” 2014 IEEE Conference on Systems, Process and Control (ICSPC 2014).
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techniques” 2016 IEEE Conference on Emerging Devices and Smart Systems (ICEDSS).
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Processing Technique” 2019 IEEE International Conference on Communication and Signal Processing (ICCSP)
[9] Zhang Chuanlei, Zhang Shanwen, Yang Jucheng, Shi Yancui, Chen Jia “Apple leaf disease identification using
genetic algorithm and correlation-based feature selection method” Int J Agric&BiolEng, 2017; 10(2); 74-83
[10] Vijai Singh, A.K. Misra,“Detection of plant leaf diseases using image segmentation and soft computing
techniques”,Information Processing in Agriculture,Volume 4, Issue 1,2017,Pages 41-49,ISSN 2214-3173,https://
doi.org/10.1016/j.inpa.2016.10.005
[11] Mustafa, M.S., Husin, Z., Tan, W.K. et al. “Development of automated hybrid intelligent system for herbs plant
classification and early herbs plant disease detection”. Neural Computing& Applications 32, 11419–11441(2020).
https://doi.org/10.1007/s00521-019-04634-7
[12] Ashraf Darwish, Dalia Ezzat, Aboul Ella Hassanien, “An optimized model based on convolutional neural networks and
orthogonal learning particle swarmoptimization algorithm for plant diseases diagnosis”,Swarm and Evolutionary
Computation,Volume 52,2020,100616,ISSN 2210-6502,https://doi.org/10.1016/j.swevo.2019.100616.
[13] Anand.H.Kulkarni1 , AshwinPatil R. K.2 “Applying image processing technique to detect plant diseases”International
Journal of Modern Engineering Research (IJMER) www.ijmer.com Vol.2, Issue.5, Sep-Oct. 2012 pp-3661-3664
ISSN: 2249-6645
[14] Indu Sharma, Chapter 7 - Phytopathogenic fungi and their biocontrol applications, Editor(s): Vijay Kumar Sharma,
Maulin P. Shah, ShobhikaParmar, Ajay Kumar, Fungi Bio-Prospects in Sustainable Agriculture, Environment and
Nano-Technology, Academic Press, 2021, Pages 155-188, ISBN 9780128213940, https://doi.org/10.1016/
B978-0-12-821394-0.00007-X.
[15] H. Al-Hiary, S. Bani-Ahmad, M. Reyalat, M. Braik and Z. ALRahamneh Department of Information Technology Al-
Balqa’ Applied University, Salt Campus, Jordan “Fast and Accurate Detection and Classification of Plant Diseases”
International Journal of Computer Applications (0975 – 8887) Volume 17– No.1, March 2011.
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A BRIEF SURVEY ON SIGNIFICANT INNOVATIVE POTENTIAL

TRENDS IN BUSINESS IQ USING ARTIFICIAL INTELLIGENCE
IN CHATBOT
M. GANESH RAJA
Ph.D Research Scholar, Department of Computer Applications, Vels Institute of Science, Technology and Advanced Studies.
[email protected]
Dr. S. JEYALAKSSHMI
Assistant Professor, Department of BCA & IT, Vels Institute of Science, Technology and Advanced Studies.
[email protected]
ABSTRACT
The Recent Year`s chatbot are very familiar technology. the chatbot are using business intelligence and gather all the best
IT solutions that optimize to use the data in business intelligence is to allow easy access data and using IDE integrated
development environment concepts the chatbot. The chatbot is a computer programme that is designed to mimic the human
transformation. Users converse with these devices using a voice interface, much as they would with another person. Chatbots
decode the words spoken to them by a person and respond with pre-programmed responses. In this research paper to
implement various a brief survey using chatbot. The chatbot are Appling to the business intelligence they can help companies
to detect pattern and relationship between events, market demand and customers behaviour and we have to survey the best
methods to apply the business intelligence chatbot to allows Chatbot will be trusted with payments, Voice Bots, Chatbot with
Human Touch, Chatbot with Emotional Intelligence, Chatbot based on Natural Language Processing, Analytics and Insights
with Chatbot, Self-Learning Chatbots, Chatbots on Social Media, Text Messaging with Chatbot, in the research would like to
apply the best method in artificial intelligence using (BIQ) business innovation quotient, A company’s innovation quotient
(IQ) is the ability to implement a positive change in all the facts from the operations to the product itself. A high IQ business is
usually able to come up with an astounding product or service. It is because of an in-built innovation culture that encourages
employees to generate, pursue, and experiment with new ideas. It is not only gives a company the first mover’s advantage or
creates value for the customers, but also yields towering results for the company itself.
Keyword: Artificial Intelligence, Big Data, BIQ, Chatbot, NLP.
INTRODUCTION
The Chatbot is an essential application in the Artificial Intelligence (AI), an ever increasing number of organizations are
endorsing advanced change to refresh client correspondence and improve interior cycles. Computer based intelligence
is assuming an essential part in 2021 as it is being received across private ventures to endeavors. 89% of endeavors
have wanted to embrace or have effectively received an advanced first business technique. With the expanding fame
of informing and web-based media stages, chatbots are currently the focal point of business informing. By 2021, more
than 80% of organizations are probably going to have some kind of chatbots carried out. The advantages of AI Chatbots
include menial helpers who can assist clients 24 hours a day, seven days a week, and enhance customer experience.
Chatbots are effectively adaptable to oversee client demands with moment reactions and lift consumer loyalty. 24*7 help
the client can’t depend on help specialists for 24×7 help. Whenever reaction is significant even after business hours when
the group isn’t free. Chatbots can oversee such client questions with mechanized reactions. Moment answers Customers
just don’t prefer to hang tight for help any stand by time can prompt disappointment and likely agitate. Chatbots are a
more intelligent way to ensure that customers get the immediate response they need.. Request without human assist
Businesses with canning chatbot to robotize appointments of orders and arrangements so clients can in a split second
book from the site or Face book page. 47% of purchasers would purchase things from a chatbot. The advantages of
chatbots are Keeping Up with the Trends: Being Present on Messaging Platforms, Improved Customer Service,
Increased Customer Engagement, Monitoring Consumer Data and Gaining Insights, Better Lead Generation, Qualification
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and Nurturing, Easier Approach to Global Markets and Cost Savings. In this examination paper we talk about chatbot IQ,
the Chatbots like IQ are inventive computerized programs that direct discussions utilizing literary techniques; they are
changing types of client commitment as they satisfy clients’ need for an improved client experience through AI, Chatbots
like IQ are imaginative advanced projects that lead discussions utilizing printed strategies; they are changing types of
client commitment as they fulfill clients’ need for an upgraded client experience through AI. As clients looking for help
in ordinary dynamic have an inclination for utilizing versatile arrangements, chatbots are by and large incorporated into
informing stages as this is the place where clients need to interface with their companions and organizations the same.
LITERATURE REVIEW:
Anjana Tiha created an intelligent conversational agent using state-of-the-art techniques proposed in research papers
in her paper [1]. To create the intelligent chatbot, she used Google’s Neural Machine Translation (NMT) model, which
is based on Sequence to Sequence (Seq2Seq) modelling with encoder-decoder architecture. In that post, she also used
Neural Attention Mechanism and Beam Search to increase performance during training.
In their paper [2, Soufyane Ayanouz et al. conducted a thorough review of recent literature and looked at a number
of publications related to chatbots. They demonstrated AI principles for creating an intelligent conversational agent
based on deep learning models, as well as a practical framework for creating an intelligent chatbot for health care
assistance.
Reshmi et al. defined the implementation of a chatbot platform with a big data interface in their paper [3]. The
implementation will give chatbots from distributed environments mass information analysis capabilities, broadening the
range of applications for such intelligent agents. They spoke about incorporating an updated AIML (Artificial Intelligence
Markup Language) knowledge base into the chatbot platform, as well as using big data as a knowledge base.
Prince Verma et al, in paper [4], enlisted some existing popular chatbots along with their details, technical
specifications and functionalities. Involved in deep learning amongst the existing models can overcome the lack and
filled up the paucity with Deep Neural Networks (DNN). Some DNN are unable to handle big data involving large
amounts of heterogeneous data. The Tensor Auto Encoder which overcomes this drawback is time-consuming. The
paper proposed the chatbot to handle the big data in a manageable time.
Sebastian et al, in paper [5], aimed at surveying the state of the art as well as showing future research. They
conducted a structured literature review and showed that only few first research contributions exist. They also
outlined current potentials and objectives of chatbot applications. They conducted a structured literature review
and examined current research approaches and application domains as well as objectives of using chatbots at digital
workplaces. They intended to accumulate an almost complete census of relevant literature.
Xi Lan et al. provided an overview of chatbots in their paper [6] before focusing on research developments in
the development of huma-like chatbots capable of closing this technological gap. To provide an overview of chatbots,
they used a mind-map technique. This paper outlined a variety of machine learning techniques that could aid chatbot
productivity by enabling them to learn and adapt over time.
Pragaash et al proposed in their paper [7] a method for automating learning without the need for manual annotation
by using feedback signals from customer/system interactions. The proposed self-learning system automatically detects
errors, creates reformulations, and deploys fixes to the runtime system to correct various types of errors that occur in
different components of the method. They proposed using an absorbing Markov Chain model as a collective filtering
tool in a novel attempt to mine these patterns. They demonstrated that the method is highly scalable and capable of
learning reformulations that minimise Alexa-user errors by pooling anonymized data from millions of customers..
In their paper [8, Amir et al.] built on the previous work by building a sequence matching architecture that uses the
entire training set as a makeshift knowledge base during inference. They conducted comprehensive tests to show that
this architecture can be used to boost the performance of Bi-encoders while still maintaining a fast inference speed.
Kun Zhou et al proposed an explicit context rewriting technique in their paper [9], which rewrites the last
utterance by taking context history into account. They created a context rewriting network based on the Copy-Net
and the reinforcement learning method using pseudo-parallel data. The rewritten utterance aids candidate retrieval,
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demonstrates context modelling, and allows for the application of a single-turn paradigm to a multi-turn scenario.
The empirical results showed that outperforms baselines in terms of rewriting performance, multi-turn response
generation, and end-to-end retrieval based chatbots.
In their paper [10], Boris et al. suggested a top-down engineering approach to enhancing the capabilities of
conversational agents. After identifying the most relevant contract statements, they model their underlying rules
in a novel information engineering framework. For this reason, a user-friendly tool was created, allowing it to be
completed easily and efficiently. They made the statements available as a service, making it simple to integrate them
into any chatbot framework.
In their paper [11], Suzana et al investigated a deep learning–based dialogue system that generates sarcastic and
humorous responses from the perspective of conversation design. They showed that end-to-end systems can quickly learn
patterns from small datasets and migrate simple linguistic constructs representing abstract concepts to new environments.
In the browser, they also built an LSTM-based encoder-decoder model, allowing users to interact directly with the chatbot.
In their paper [12], Tyler et al looked at whether they could create inputs that would cause a well-trained black-
box neural dialogue model to generate targeted outputs. They turned the problem into a reinforcement learning (RL)
problem and used a Reverse Dialogue Generator to effectively find specific inputs for specific outputs. In a significant
number of instances, the algorithm was able to locate the desired inputs, demonstrating the shortcomings of neural
dialogue models.
In their paper [13], Romero et al. introduced Instructable crowd, a crowd-sourced framework that enables users
to programme the device via conversation. A community of crowd staff responds and programmes relevant multi-part
IF-THEN rules to support the user after the user verbally expresses a problem to the system. Instructable Crowd shows
how users can communicate with their devices, not only to activate basic voice commands, but also to customise the
increasingly powerful and complicated devices.
Jwala et al. presented how different chatbots can be built and classified in their paper [14]. The paper also addresses
metrics for measuring bot efficiency, which aided in the creation of more successful bots.
SURVEY
We conducted different levels of surveys in this research paper to address chatbot IQ. Chatbots, such as IQ, are
groundbreaking software programmes that perform interactions using textual methods; they are changing ways of
customer interaction as they fulfil customers’ demand for an improved user experience through AI. Chatbots, such as
IQ, are revolutionary software programmes that perform conversations using textual methods; they are revolutionising
consumer interaction by meeting consumers’ demand for an improved user experience through AI. Since consumers
favour mobile solutions for daily decision-making, chatbots are usually incorporated into messaging systems, since
this is where customers want to communicate with their friends and businesses alike. The table-1 and figure-1 display
various chatbot online services with findings based on this result, we understand the concepts and shift from better
innovation technology for my next research paper to integrating chatbots using Artificial Intelligence using IQ methods.
Table I. Online Chatbot Services
Chabot’s Potential Benefits Online chatbot services

Service is available around the clock. 65.5%
Obtaining a prompt response 55.4%
Simple Questions and Answers 55.00%
Communication is easy. 51.8%
Complaints are easily addressed. 43.33%
An excellent customer services 43.20%
Expert detailed response 37.24%
Complex Question/answers 35.22%
Approachability 32.00%
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Fig.1 Chatbot online service ratio
CONCLUSION
In the research survey to demonstrate chatbots the Chatbots have been on the rise for many years and have received a positive
response. They are paving a new road for businesses to communicate with the world and, more importantly, with their
customers, thanks to the growing popularity of informing apps, the rapid development of a wide range of sensors and wearables,
and, of course, the rise of emerging technologies and AI. So far the chatbot application utilizing man-made brainpower has been
utilized for various streams like displaying with encoder-decoder engineering, to fabricate a clever conversational specialist,
chatbot structure, the Tensor Auto Encoder Digital work environments, decrease Alexa-client blunders by pooling anonymized
information across millions, further improve Bi-encoders execution, multi-turn reaction age and the start to finish recovery, LSTM-
based encoder-decoder model in the program and Reverse Dialog Generator From this investigation we have tracked down
the future inclusion of chatbot application can be distinguish the best inward working of a calculation approach multinomial
guileless bayes calculation and the exemplary calculation for text characterization and normal language processing(NLP).in this
technique to lessen time and give productivity to appearing above table and examination results to show better outcomes.
REFERENCES
[1] Anjana Tiha, “Intelligent Chatbot using Deep Learning”, ResearchGate Publication, 2018.
[2] Soufyane Ayanouz, Boudhir Anouar Abdelhakim, Mohammed Benhmed, “A Smart Chatbot Architecture based
NLP and Machine Learning for Health Care Assistance”, Association for Computing Machinery, ResearchGate
Publication, April 2020.
[3] Reshmi. S, Kannan Balakrishnan, “Empowering Chatbots with Business Intelligence by Big Data Integration”,
International Journal of Advanced Research in Computer Science, Volume 9, February 2018.
[4] Prince Verma, Kiran Jyoti, “Chatbots Employing Deep Learning for Big Data”, International Journal of Innovative
Technology and Exploring Engineering (IJITEE), September 2019.
[5] Raphael Meyer Von Wolff, Sebastian Hobert, Matthias Schumann, “How May I Help You? – State of the Art and
Open Research Questions for Chatbots at the Digital Workplace”, Proceedings of the 52nd Hawaii International
Conference on System Sciences, 2019.
[6] Prissadang Suta, Xi Lan, Biting Wu, Pornchai Mongkolnam and Jonathan H. Chan, “An Overview of Machine
Learning in Chatbots”, International Journal of Mechanical Engineering and Robotics Research, April 2020.
[7] Pragaash Ponnusamy, Alireza Roshan Ghias, Chenlei Guo, Ruhi Sarikaya, “Feedback-Based Self-Learning in Large-
Scale Conversational AI Agents”, Association for the Advancement of Artificial Intelligence, November 2019.
[8] Amir Vakili, Azadeh Shakery, “Enriching Conversation Context in Retrieval-based Chatbots”, arXiv Journal of
Computation and Language, November 2019.
[9] Kun Zhou, Kai Zhang, Yu Wu, Shujie Liu, Jingsong Yu, “Unsupervised Context Rewriting for Open Domain
Conversation”, arXiv Journal of Computation and Language, October 2019.
[10] Boris Ruf, Matteo Sammarco, Marcin Detyniecki, “Contract Statements Knowledge Service for Chatbots”, IEEE
Journal of Computation and Language arXiv, October 2019.
[11] Suzana Ilic, Reiichiro Nakano, Ivo Hajnal, “Designing dialogue Systems: A mean, grumpy, sarcastic chatbot in the
browser”, IEEE Journal of Computation and Language arXiv, September 2019.
[12] Haochen Liu, Tyler Derr, Zitao Liu, Jiliang Tang, “Say What I Want: Towards the Dark Side of Neural Dialogue
Models”, IEEE Journal of Computation and Language arXiv, September 2019.
[13] Ting-Hao K. Huang, Amos Azaria, Oscar J. Romero, Jeffrey P. Bigham, “Instructable Crowd: Creating IF-THEN Rules
for Smartphones via Conversatoins with the Crowd”, Journal of Human Computation arXiv, September 2019.
[14] K. Jwala, G. N. V. G. Sirisha, G. V. Padma Raju, “Developing a Chatbot using Machine Learning”, International Journal
of Recent Technology and Engineering (IJRTE), June 2019.
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A STUDY ON SUPERVISOR JOB SATISFACTION WITH SPECIAL

REFERENCE TO GROUND HANDLING SERVICES
IN CHENNAI AIRPORT
Dr. K. MALARVIZHI
Assistant Professor, Department of Commerce, Shrimathi Devkunvar Nanalal Bhatt Vaishnav College for Women- Chrompet
ABSTRACT
Today’s world is so competitive in the entire field. It is very difficult and risky to find a stable and secure job. This
happens especially in cities. Though people from villages and towns mainly shift to city to find job but they fail to find
safe and secure job with a good income & proper work time. Most of the youngsters try to find job in airport ground
handling service as the income is handful for them, work time is fixed to 8 hours and when they wish to work over
time, they can and get income for that work too. The qualification for the work is degree holders with quick learning
skill. Even when the tender of a company gets over and a new company takes over the tender, their work is safe, stable
and secure. Their job is secure as the new company can’t appoint new workers and give training for them because
they need workers who are experience in the field. Through this paper we will get to know the job satisfaction of the
supervisors in the ground handling service in the airport. The study was conducted to the supervisors of The Bhadra
International India Pvt.Ltd ground handling service. The tender of this company’s ground handling service has been
taken over by a new company, Broadcast Engineering Consultants India Limited (BECIL), the previous month. The
data collected for this study is before pandemic and the sample size is 150 respondents.
Keywords: Job Satisfaction, Job Responsibilities, Work Place Support.
INTRODUCTION:
Human resource is the most vulnerable and valuable asset comparing with any other resources as human resource
make use of the other resources as the other resources can’t get used up but itself. Human resources become capital
when it gets educated and healthy. Human resource becomes liable when their skills gets utilized or expose it in their
job. Mainly the work of the supervisors plays a major role in every job. As the supervisors guide, organize, coordinate,
cooperate, motivate, communicate and shares the feelings of the workers who work below him. And mainly being the
supervisor for the ground handling service needs perfect timing and liable in loading and unloading the goods in a safe
manner. Job satisfaction is all about how one feels about one’s job.
Job satisfaction is the coordination between workers and the supervisor. Job satisfaction acts as a motivation to
work. Satisfaction means the simple feeling of attainment of any goal or objective. Job dissatisfaction brings absence
of motivation at work. Hoppock offered one of the earliest definitions of job satisfaction when he described the
construct as being any number of psychological, physiological, and environmental circumstances which leads a person
to express satisfaction with their job.
LITERATURE REVIEW:
Tulsee Giri Goswami, Richa Burman (2015), “Impact of work stress on job satisfaction and psychological wellbeing
amongst police officers: workplace support as moderator”, the study examine the impact of work stress on job
satisfaction among police officers, impact of job stress on psychological wellbeing among them and the role of work
place support as moderator in the relationship of work stress with job satisfaction and psychological wellbeing. The
study found the impact of work stress on job satisfaction and psychological wellbeing among police officers and it
considered as moderator in above mentioned relationship workplace support includes help from supervisors, peers
and colleagues, sufficient workplace support will lead to enhance the level of job satisfaction and psychological
wellbeing among officers.
Hari Prasad Pathak (2015) “Job Satisfaction of Employees in Commercial Banks” the study analyzes the level of
job satisfaction among employees of commercial banks along with the consideration of gender, age and experience
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differences. Four commercial banks were selected using purposive sampling method for the study further a total
260 respondents were selected randomly from the four banks head offices and branch offices located in Kathmandu
Metropolis. The modified Minnesota satisfaction Questionnaire was used to gather data bout the job satisfaction of
respondents. The results indicate that almost 66% of employees are satisfied or highly satisfied with their jobs. Job
security is the most significant factor of job satisfaction to the employees of commercial banks in Nepal. Level of job
satisfaction does not differ significantly between male and female employees.
STATEMENT OF THE PROBLEM:

Temporary workers feel that their jobs are unsatisfied
OBJECTIVE OF THE PROJECT:
●● To study the factors of employees, who are different in marital status, education, working period and income.
●● To study the employee’s satisfaction toward job responsibility, security of career and income.
RESEARCH METHODOLOGY:
Primary data:-
The primary data is collected through proper questionnaire distributed to the supervisors in ground handling service
of the Chennai airport before the pandemic.
Secondary data:-
The secondary data is collected through books, journals & internet.
Period of the Study:
The period taken for the study is 7 months.
Size of the Sample:
The sample size taken for the study is from 150 Respondents.
Tools Applied For The Study:
The statistical tool frequency, percentage, chi-square, independent t-test & one way ANOVA are applied for the study.
LIMITATIONS
1. The survey is done with respect to the supervisors of Chennai airport only.
2. T
hrough this study, the satisfaction or the dissatisfaction level of employees is known but analyses could not
be made as to which aspect directly leads to satisfaction or dissatisfaction. This actually differs from person
to person.
3. O
nly the middle level management and lower level management could be contacted for the survey because the
top level management was busy in their work schedule. The duration of the study was for a limited period of
7 months.
DATA ANALYSES AND INTERPRETATION:
Table-1 Age of the Respondents
Age Frequency Percent

26 to 30 years 36 24
31 to 35 years 57 38
above 35 years 57 38
Total 150 100
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Table-1 shows that 38% of the supervisors are from the age group of above 35 years and 31 to 35 years and 24% from
age group of 26 to 30 years. Age-wise distribution has revealed that majority of the respondents of the age group are
of above 35 years.
Table-2 Marital status
Frequency Percent
Single 12 8
Married 138 92
Total 150 100
It is observed from the Table-2 that, average of 92% of the sample respondents are married, 8% of the respondents
are single it implies that large number of sample respondents are married.
Table-3 Education
Frequency Percent
SSLC 15 10
HSC 45 30
UG 72 48
Diploma 15 10
PG 3 2
Total 150 100
Table-3 presents the literacy level of sample respondents are drawn from the selected respondents in Chennai airport.
The literacy level of sample respondents has been classified into five categories ranging from SSLC to PG degree holders.
Of the total 150 respondents 48% are found to be UG holders, 30% had HSC and 10% have completed SSLC and Diploma.
And 3% of them have completed PG. It may be noted that literacy is not constrain for becoming an active supervisor.
Table-4 Work Experience
Frequency Percent
5 to 10 years 81 54
11 to 15 years 51 34
above 15 years 18 12
Total 150 100
Table-4 shows the distribution of sample respondents according to the number of years experience. The table reveals
that 54% of respondents are 5 to 10 year experience, 34% of respondents belongs to 11 to 15 years and 12% are of above
15% years. Thus it is observed that majority of them have more than 10 years of experience in the same field.
Table-5 Monthly Income
Frequency Percent
less than 15,000 3 2
15,001 to 20,000 48 32
20,001 to 30,000 99 66
Total 150 100
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Monthly income levels of sample respondents are presented in table-5. Income is the major determinant of the
standard of the living of the people. The income of the sample respondents has been categorized into three levels
viz less than Rs. 15,000; Rs. 15,001 to 20,000; Rs. 20,001 to 30,000. It is observed from the table that 66% of the
respondents fall into the category of above 20,000 which may be treated as moderate income. 32% of respondents
have income between 15,001 to 20,000, 2% of the sample respondents have an income of less than 15,000. The high
proportion of income in the category above Rs. 20,001
Chi- Square Test:
H0 – There is no significant association between age of the respondent and monthly income.
H1 - There is significant association between age of the respondent and monthly income.
Table -6
Monthly income Age of the respondent

26 to 30 31 to 35 Above 35 Total
Less than 15,000 0 3 1 3
0.7 1.1 1.1 3
15,001 to 20,000 12 12 24 48
11.5 18.2 18.2 48
20,001 to 30,000 24 42 33 99
23.8 37.6 37.6 99
Total 36 57 57 150
36 57 67 150
Chi – square tests

Value Df P – value
Pearson chi-square 9.948 4 0.041
Since P value 0.041 is less than 0.05; the null hypothesis is rejected at 5% level of significant. Hence is it concluded
that there is significant association between age and monthly income of respondent.
Independent sample t- test:
H0 – There is no significant association between the mean score of married and unmarried respondent with regard to
current job position.
Table 7
Marital status N MEAN S.D t P – VALUE

Unmarried 12 1.00 0.000 1.101 0.296
Married 138 1.02 0.146
TOTAL 150
Since P value 0.296 more than 0.05 the null hypothesis is accepted at 5% level of significant. Hence it is conclude
that there is no significant difference between the mean score of married and unmarried respondent regarding to
current position.
One way ANOVA:
H0 – There is no significant difference among the mean score of different no of work experience and the work allocation.
F= S12/S22
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S1 Always Largest Value

S2 Always Smallest Value
Table 8 Descriptive
No. of year experience N Mean S.D

5 to 10 years 81 4.37 0.782
11 to 15 years 51 4.06 1.008
Above 15 years 18 4.33 1.138
Total 150 4.26 0.916
ANOVA
Sum Squares D.F Mean Square F P-Value
Between groups 3.148 2 0.1574 1.901 0.153
Within groups 121.712 147 0.828
Total 124.860 149
Since P value 0.153 more than 0.05 the null hypothesis is accepted at 5% level of significant. Hence it is conclude
that there is no significant difference between the no of years’ experience and work allocation of the respondent.
Out of 150 respondents 81 respondent have 5 to 10 years’ experience, 51 respondent 11 to 15 years and 18 of are
above 15 years.
FINDINGS:
●● Majority 38% of the supervisors are from the age group of above 35 years and 31 to 35 years.
●● It found that 92% of the sample respondents are married.
●● The study finds total 150 respondents 48% are found to be UG holders, 30% had HSC.
●● T
he study found reveals that 54% of respondents are 5 to 10 year experience, 34% of respondents belongs to
11 to 15 years.
●● I t is observed from the study that the income of about 66% of the respondents fall into the category above
20,000 which may be treated as moderate income.
●● I t is conclude that there is no significant difference between the no of years’ experience and work allocation
of the respondent.
●● I t is conclude that there is no significant difference between the mean score of married and unmarried
respondent regarding to current position.
SUGGESTIONS:
Though the workers are satisfied with their job, the income of the workers can be increased as there is perfection of
time in the 8 hours’ work. Based on the supervisor’s skills and work perfection, increments can be given too which will
make them motivate to work better.
CONCLUSION:
From my paper analysis I found the supervisors get moderate income and they are satisfied with it. They feel that
their experience as an advantage to get a new and secured job. And I conclude that the employees of ground handling
service of the Chennai airport ltd., Are satisfied with their work, income and the organization. The new company,
BECIAL, took over the tender but recruited the same employees, so the employees feel secured to their job. Thus, the
employees are satisfied with their job, in job safety too.
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REFERENCE
[1] V. Shiyani, Job satisfaction meaning, definition, importance, factors, efforts and theories.
[2] A study on employee job satisfaction, HASSAN.
[3] A project report on Job Satisfaction a case study with reference to Master of Business Administration College.
[4] Impact of job satisfaction on workers’ productivity-project.
[5] The concept and scope of job satisfaction a case study of UAC.
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THE AWARENESS AND CHALLENGES ON CASHLESS ECONOMY

AMONG SENIOR CITIZENS IN KERALA
AMITHA RADHAKRISHNAN V.
Assistant Professor, Sri Kanyaka Parameswari Arts and Science College for Women, Chennai
ABSTRACT
Now – a- days, more precisely, after demonetization Govt. of India is emphasizing more on the use of plastic money
for various transactions. The outcome is the innovation and introduction of various payment methods in additions to
traditional net banking or mobile banking. Google pay, paytm etc are some of them. All these digital money became
a big success and is widely accepted by the people irrespective of their age. This study is an attempt to find out how,
especially the response of senior citizens towards the digital money and their perception on it.
KeyWords : cashless economy, digital money
INTRODUCTION
A Cashless Economy is an economy without physical cash. Technically, we can say that an economy in which all types of
transactions are carried out through virtual platform. It includes e-banking, debit and credit cards, and digital wallets
like Paytm, Google pay, BHIM UPI etc. The transactions are purely based on technology. Even though cash is a tangible
asset, after the emergence of Digital India, it became an intangible asset. The payment mechanism under digital
platform is secured by Multi Factor Authentication (MFA). The digital money evolution is becoming a big success and
people are showing a very good response to it. As a result, day by day new digital wallets are introducing. This study is
an attempt to find out the response of senior citizens towards the digital money. The researcher also tries to find out
the risk and challenges faced by senior citizens while using digital platform.
Kritika Nagdev (2018), “Measuring demonetization: A path towards the cashless India”. In this study the purpose
was to analyze the immediate impact of demonetization on the Indian economy along with the analyzing the barriers
in moving towards cashless economy and investigate the influence of demonetization towards cashless economy. The
study also tried to identify the risk associated with the cashless transactions.
Ruchi V Dixit (2017), “A study on adoption of mobile wallet for cashless economy”. This study explores the factors
leading to user’s adoption of mobile-wallet specifically and assesses the level of acceptance among people.
Dr. Ravi Kumar (2016), “Issues and challenges of cashless economy perception of small traders”. A study has been
attempted to know the perception of small traders towards the cashless economy. It also tried to study about the issues
and the challenges of cashless economy.
SCOPE OF THE STUDY

The study was conducted among the senior citizens of Kerala who are using plastic money. Persons who are above the
age of 50 were considered as senior citizens for the purpose of this study.
●● To have an idea about senior citizens’ awareness regarding cashless economy.

●● To study the risk and challenges involved in the cashless transactions
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HYPOTHESIS
The hypotheses framed for the study are given below:
H0: There is no significant relationship between age and awareness of cashless economy
RESEARCH METHODOLOGY
The study is descriptive and analytical in nature. Population comprises of senior citizens in Kerala which is infinite.
For the study purpose persons who are above the age of 50 were considered as senior citizens. Both primary and
secondary data were used for the study. Primary data were collected through a structured questionnaire and secondary
data were collected through books, journals, websites etc.
TOOLS FOR ANALYSIS

Mathematical and statistical tools were used for the analysis of data. Percentage, chi-sqaure test and Kruskal Wallis H
test (non parametric) were the tests used for analysis
DATA ANALYSIS AND INTERPRETATION

To find out the awareness of senior citizens regarding plastic money, hypothesis was tested.
H0 There is no significant association between age and awareness of cashless economy.
Name of Test: KRUSKAL WALLIS H TEST
Significance value 5%
Ranks Table 1
Age of Respondents N Mean Rank
50-60 55 40.14
60-70 25 43.09
Aware of Cashless
ABOVE 70 20 37.50
Total 100
Source: Primary data

Test Statistics Table 2
AWARE OF CASHLESS
Chi-Square .568
df 2
Asymp. Sig. .753
a. Kruskal Wallis Test

b. Grouping Variable: AGE OF RESPONDENT
From the above table we can see that Kruskal Wallis test statistics is 0.568 with degree of freedom of 2 and
probability value of 0.753. Since significance value is 0.753 which is more than 0.05, we accept the null hypothesis ie;
the age and awareness level are not associated.
Risk and challenges associated with the use of digital money were analysed by using a simple percentage analysis.
Table 3
Frequency Percent
Cyber Crime Strongly Agree 17 17
Agree 48 48
Undecided 18 18
Disagree 14 14
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Strongly disagree 3 3
Total 100 100
The literacy required Strongly Agree 17 17
Agree 43 43
Undecided 26 26
Disagree 9 9
Total 100 100
Transparency & Efficiency Strongly Agree 37 37
in E payments
Agree 29 29
Undecided 15 15
Disagree 14 14
Total 100 100
Increase in Internet fraud Strongly Agree 25 25
Agree 40 40
Undecided 21 21
Disagree 10 10
Total 100 100
MAJOR FINDINGS
●● The age and awareness regarding digital platform is not related to each other.
●● Among various risks related to cashless transactions, the major risk is risk of cyber crime
MAJOR SUGGESTIONS
●● A practice of educating senior citizens regarding the uasage of various payment mechanism should be provided
●● Indian government need to start providing digital literacy
●● T
he service charges for using virtual money should be reasonable and affordable, and if it is possible to waive
the service charges in order to encourage the use of plastic money.
●● More security measures should be adopted.s
CONCLUSION
There is a fast growth in the realm of digital payment platform. But still a major part of population is hesitant to use the
facilities due to the fear of security and lack of digital literacy. In order to make Digital India to a reality we have to move
forward a lot. There is a high risk associated with the virtual money. So it is always better to provide an awareness
campaign all over India. Though it will take time for moving towards a complete cashless economy, efforts should be
made to convert urban as cashless areas.
This study provides an integration of the research findings and suggestions for future study on awareness and
perception on cashless economy, among senior citizens.
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REFERENCES
[1] Mr. Pradeep H. Tawade (2017), Future and scope of cashless economy in India.
[2] Dr. Rashmi Gujrati (2017), India’s march towards faceless, paperless, cashless economy.
[3] Dr. Asha Sharma (2017), Potential for cashless economy in India.
[4] Moses-Ashike, H. (2011), Cashless Economic can Reduce Risk of Carrying Huge Cash
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A STUDY ON MORALE OF THE EMPLOYEES WORKING IN A

MANUFACTURING SECTOR, CHENNAI
S. GEETHALAKSHMI
Research Scholar, Department of Adult and Continuing Education, University of Madras
K. PADMAVATHI
Research Scholar, Department of Adult and Continuing Education, University of Madras
Dr. G. SUNDHARAVADIVEL
Professor, Department of Adult and Continuing Education, University of Madras
ABSTRACT
A satisfaction attitude which triggers the desire for continuous striving to attain the company’s set goal is said to be
morale. We can see that a morale is purely emotional and it forms an important part of organisational climate. Which
means that higher the employee morale the employees are said to be happy as it is well reflected in their productivity
level. With respect to understanding the significant role of employee morale the current study is taken in hand with
an aim to study the morale of the employees working in a manufacturing company at Chennai. Also, the researchers
proposed to identify which factor influences the morale level of the employees. With a view to get results for the
enlisted objectives primary data is collected from 80 samples out of the universe of 87 employees using a self- designed
questionnaire via convenience sampling method. The questionnaire stressed mainly on dependent variable namely,
organization benefits, working benefits, workload, Working relationship, work environment, organization citizenship.
The qualitative information received from the respondents is quantified with the help of percentage analysis and
chi square test. The resultant analysis depicted that morale of the employees working in the company is high. The
researchers are of the view that the top management of the company should remain transparent with respect the
significant information by communicating and looping them into a conversation it will directly affect them in a positive
manner. To conclude, it is suggested that management should share positive news to the employees to keep their
morale at high level.
KEYWORDS: Morale, Organization Benefits, Working Benefits, Workload, Working Relationship, Work Environment,
Organization Citizenship.
INTRODUCTION:
A satisfaction attitude which triggers the desire for continuous striving to attain the company’s set goal is said to be
morale. On the other hand, the relationship between the employee or a group of employees with their work and the
organization can also be called as morale. We can see that morale is purely emotional and it forms an important part
of organisational climate. Which means that higher the employee morale the employees are said to be happy as it is
well reflected in their productivity level whereas when there is less productivity and positivity among employees it
can understood that the morale is low. Therefore, it is inevitable for every organization to keep the morale level of the
employees high.
REVIEW OF LITERATURE:
Osama Shaban et al (2017) with a view to analyze the effect of low morale and motivation on the productivity level
and competitive spirit of the employees. It is a known fact that low productivity and less competitiveness results
because of low morale and low motivation which may at times further leads to undesired consequences namely,
absenteeism and sabotage. The researchers with the help of self-designed questionnaire collected the information
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from certain accounting and management employees working in different Jordanian business environments. The raw
data so collected was broken down with the help of statistical program Smart PLS (Partial Least Square). On the basis
of analysis, the results show that lower the morale and motivation productivity and competitiveness will also be less.
Further the authors recommended that management should concentrate on increasing productivity by way of re-
engineering systems and processes and providing incentives, education and training.
Usha Tiwari (2014), elucidates that morale role on the efficiency of employee still exist in good manner and
further indicates that relationship with the fellow workers, team spirit, working condition, leaves and holidays
provided, management and employees are allowed to talk freely are the most important factors which are determining
the employee morale
NEED FOR THE STUDY:

Employee morale is the need of the hour as the employees are the primary factor of production in any type of industry.
In order to enhance their morale level having a good relationship with them is must and also the activities which
results in such good relationship with the employees can be identified only with the help of this kind of survey studies.
A clarity with regard to attitude and mind set of the employees can be brought about with the help of employee morale
study.
SCOPE OF THE STUDY:
●● T
he management will be in a position to get an idea on which employee is more satisfied and which employee
is less satisfied with the activities and the work-place environment.
●● A
study on morale will help the management to know the extent to which employee’s poses healthy relationship
with their peers, subordinates and superiors. The strength of such relationship can also be known with the
help of morale study
OBJECTIVE OF THE STUDY:
●● To study the morale of the employees at a manufacturing company, Chennai

●● To find out which factors influence the morale level of the employees working in the manufacturing sector.
●● To identify the relationship between type of family and balance between work & family
LIMITATION OF THE STUDY:

Since the data for the study is collected during the pandemic situation the researchers found it difficult to get the
questionnaire approved from the company end and collect the unbiased information.
The method of collecting the facts as it is without imposing any control over the variables of research work was
adopted by the researchers which is said to be descriptive in statistical terms. The technique of sampling opted by
the researchers is convenience in nature through which the samples from the universe of 87 employees is chosen.
With the help of above-mentioned sample design primary data was collected from 80 samples by distributing
self-administered qualitative questionnaire. The researchers weighed on dependent variables, namely, Working
Benefits, Workload, Working Relationship, Work Environment and Organization Citizenship for the purpose of
studying the morale of the employees. The data so collected with the help of questionnaire was converted into
quantifiable number using percentage analysis and to fulfill the enlisted objectives chi square test was used by
the researchers.
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DATA ANALYSIS:
DISTRIBUTION OF INDEPENDENT VARIABLES
AGE
GENDER
MARITAL STATUS
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EDUCATIONAL QUALIFICATION
EXPERIENCE
TYPE OF FAMILY
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INFERENCE:
It can be elucidated from the above visual depiction that 53% of the response came from 26-35 years age group, 35%
response are received from above 46 years age group and 12% of the respondents are up to 25 years of age, from 80
respondents 72% response are male, 28% response are female. Out of 80 samples 76% are married, 24% are unmarried
and also 69% of the respondents hold diploma, 21% of them are graduated, 6% of the response came from post graduates
whereas remaining 4% of the respondents are other qualified. Adding to the above out of 80 samples collected 1-3 years of
experience are possessed by 40% of the respondents, while 31% response came from employees having less than 1 years of
experience, 19% of the respondents have 4-6 years of experience and the remaining 10% of the respondents are more than
6 years experienced. Also, out of the response collected around 56% are from nuclear family and 44% are from joint family
DISTRIBUTION OF DEPENDENT VARIABLES
FACTORS SA A N DA SDA
Healthy work relation is shared with their supervisor or manager 5% 31% 61% 3% 0%
All are treated equally and with respect 51% 36% 13% 0% 0%
There is fair chance to raise grievances 56% 25% 16% 0% 0%
Duties and responsibilities are clearly mentioned 33% 51% 16% 0% 0%
Health and safety measures of the company are good 23% 55% 20% 2% 0%
There is a balance between work and family 5% 26% 65% 4% 0%
Morale of the employees has an impact on their productivity level 8% 12% 77% 3% 0%
INFERENCE:
Taking into account the data collected from 80 samples the qualitative data is broken down further with the help of
percentage analysis and it is evident that major part of the respondents feel that they are treated equally with respect
and they are provided with fair chances to raise the grievances if any they have. The major portion of the respondents
are also of the view that duties & responsibilities are clearly charted to them for better understanding and more
importantly the health & safety measures provided by the company is good. From the response collected from 80
samples it is depicted that maximum of them have no opinion with regard to the relationship with their supervisor and
are not much sure about work-life balance. Moreover, it is very much clear that around 77% of the response received
neither agree nor disagree to the fact that morale plays a role in their productivity.
RELATIONSHIP BETWEEN TYPE OF FAMILY AND BALANCE BETWEEN WORK & FAMILY
O E O-E (O-E)2 (O-E)2/E

3 1.75 1.25 1.56 0.89
1 2.25 -1.25 1.56 0.69
19 9.19 9.81 96.24 10.47
2 11.81 -9.81 96.24 8.15
12 22.75 -10.75 115.56 5.08
40 29.25 10.75 115.56 3.95
1 1.31 -0.31 0.10 0.07
2 1.69 0.31 0.10 0.06
TOTAL 29.37
Degrees of Freedom (DF): (R-1) *(C-1)

(4-1)*(2-1) = 3*1 =3
Level of Significance: 5%, Tabulated Value @ 5% = 7.82, Calculated Value: 29.37
INTERPRETATION:
As it is evident that the calculated value (i.e.) 29.37 is more than the table value (i.e.) 7.82 we reject the null hypothesis.
In view of that it is concluded that there is a relationship between type of family and balance between work & family
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SUGGESTIONS:
●● T
he company should opt for launching a mobile software through which they can provide all necessary
information under one roof so that employees can access whenever they need. Such an app should allow the
employees to register for company events right from their mobile phone.
●● I t is advisable for the company to use non-serious communicative symbols like GIFs, emojis while interacting
which makes them to take part in the discussion in a structured safe organizational environment. The company
can also go in for conducting finny polls like who is your favorite super hero? to lighten the conversation and
their mood.
CONCLUSION:
Morale is said to be a psychological concept as it not a cause but an effect and result of many going away. It is clearly
evident that morale is not static and it varies from person to person. It also differs based on their educational
qualification, age level, experience possessed by them and their marital status as well. With respect to the above
understanding the current study was undertaken with two major aims, namely, to study the morale of the employees
and identify which factors influence the morale of them. In view of the said aim, it is found that morale of the employee
is at high level and parameters namely, paying fair attention to the grievance and treating the employees with equality
contributed majorly towards their morale level. Although the data collected depicted positive results, the employees
were somewhat neutral about their relationship with the supervisor or manager. Therefore, it is suggested that the top
management of the company should remain transparent with respect the significant information by communicating
and looping them into a conversation it will directly affect them in a positive manner. When the management shares
positive news like new product launching, testimony about the customer service to their employees it paves way for
boosting the morale level of them.
REFERENCE:
[1] O
sama Shaban, Ziad Al-Zubi, Nafez Ali and Atala Alqtish, “The Effect of Low Morale and Motivation on Employees’
Productivity & Competitiveness in Jordanian Industrial Companies”, International Business Research 10(7):1
[2] U
sha Tiwari (2014).“A Study on Employee Morale and its Impact on Employee Efficiency at Jaypee cement Plant
Rewa (M.P.”), Published by: Abhinav Publication, Volume 3, Issue 11, Online ISSN-2320-0073.
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IMPACT OF ADVERTISEMENT ON CONSUMER BUYING

BEHAVIOR IN COSMETIC INDUSTRY CONSUMER
COSMETIC PRODUCTS
J.VAISALI
Assistant Professor, Department of Commerce(Honours), Sri Kanyaka Parameswari Arts and Science College For Women
ABSTRACT:
The advertisement assumes a significant part in cosmetic industry.Many enterprises use advertisement as one of the essential
instrument to advance their products.Advertisements have been utilized to impact the purchasing conduct of the consumer.
The need of publicizing is crucial for each organization since its empowers them to advance their item and furthermore to
impact the shopper purchasing behaviour.With the assistance of innovation,each industry utilizes commercial adequately to
get serious in the market.Advertisements are useful in making the mindfulness and discernment among the clients of cosmetic
products.The study inspects the effect of promotion on buyer purchasing conduct in cosmetic industry.This specific exploration
was led on 100 male and female of all age types who utilize various brands of restorative items to check the impact of notices on
their purchasing content while making the mindfulness and building the perceptions.The city of Chennai is taken as the space
with the end goal of this study.Primary information is just utilized in this study.This study embraced a survey research design.
This study investigates that an imaginative and first rate and consistently enormously affects the purchasing conduct of buyers
in the cosmetic industry.At a similar time, the price,brand,image and nature of the item additionally unequivocally affect the
purchasing behavior.Various questions were approached to test the speculation and to get a best outcome.
KEYWORDS: Advertisement, Cosmetic, Impact, Consumer Behavior.
INTRODUCTION:
As indicated by Cohen,publicizing is a business action that utilizes innovative strategies to plan convincing
correspondence in broad communications that advance thoughts, products and administrations in a way reliable with
the accomplishment of the sponsor’s unbiasedness, the conveyance of buyer fulfillment and the improvement of social
and economic welfare.(Cohen,1988).
In the mid twentieth century,Cosmetic enterprises were filling quickly on the lookout.The significant explanation
for the achievement of the cosmetic businesses are the endeavours taken by the organizations in the advancement
and ad methodologies to catch the market.Advertisers consider commercial as quite possibly the most impressive and
viable special instruments to arrive at customers.Advertisement assumes a significant part in changing the conduct and
demeanor of shoppers for purchasing cosmetic items appeared in the advertisement.Advertisement has been acquiring
more prominent significance in the showcasing of labor and products by both the mechanical and non industrialized
nations.Advertisement is preferably viewed as additional as a speculation over use.The promotion includes making
familiarity with item’s uses and advantages to other people.The reason for advertisement is to pull in the consideration
of clients to purchase new items.Since shoppers are the last end clients of the items and services.Consumers requests
various products on their tastes and preferences.Awareness of items and administrations make buyers to pick great
items and services.The market has become critical as buyers are getting mindful of their excellence appearance.
Advertisement is an integral asset in molding buyers perception.The plan and bundling of item will assist client with
purchasing new products.The principle reason for this examination is to give an outline of consumer familiarity.
Advertisement:
In all possible marketing environments,the elements like demand, buying motives,divergent power and money should
be considered in order to decide the capability of a product.(Roose Reeves ,1967).
In order to raise the demand for the brand of a product or service, they should have to produce more inelasticity
in the country.(Krishnamurthy and Raj,1985).
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To avail the optimal product in the market, customers make rational decisions,towards advertising activities they can
also make irrational decisions.So customers emotional state makes a big influence in the purchasing power.(Gupta, 2013)
CONSUMER BUYING BEHAVIOR:

Marketers always give prominence to the consumer buying behaviour.It assist the marketers to know about the consumers
thinking, feeling and selecting choice of the products and services.Economic,Social and Psychological factors plays a
major influence in the consumer buying behaviour.In some stages,these factors became uncontrollable.(Vani et al,2011).
Consumer buying behaviour is the detailed interpretation of purchase of goods and services,view point and feelings
encountered by the people and groups in order to satisfy their needs and wants.Manufacturers tries to understand the
seriousness of consumer buying behaviour inorder to acquire the competitive position in the market.They analyse the
consumer buying behaviour to design the correct approach towards contributing the right products and services to
the right customers.(Kotler and Keller,2015).
COSMETICS:
During the pre-purchase stage, the buying priority is mainly regulated by the product price.While post consumption
quality evaluation has positive consequences on price evaluation,whereas pre-purchase facts have no effect on the
price evaluation.(Vose and Parasuraman,2009).
Humankind wants to utilize home-loving brands and organic products.Most of the customers show loyalty towards
their cosmetic products.Quality plays a significant character in this cosmetic industry.(Anute et al.2015)
OBJECTIVES OF THE STUDY:
●● To recognize the effect of advertisement on consumer behaviour.
●● To discover the influence of advertising on attitude formation of consumers.
●● To realize the power of various media in motivating the consumers on a particular brand of cosmetics.
●● To reveal the purpose of consumers to demand advertised cosmetic products.
●● To sense the level to which purchases of consumers are based on advertisement.
The work is taken up to notice the impact of advertisements on the consumers to purchase the cosmetic products.The
study area for the research was Chennai.Sample size for this study work is 100 consumers.Inorder to collect the data
from the respondents, structured questionnaire was used.Both analytical and descriptive research design is used in
this study.Purposive random sampling method is followed.Primary data is collected through questionnaire.
DATA ANALYSIS AND INTERPRETATION:
Table 1: Gender of the Respondents
Gender No of Respondents Percentage

Male 24 24
Female 76 76
Total 100 100
From the above table, we obtained the information that (76%) of female respondents and (24%) of male respondents
use cosmetic products.
Table 2: Demographic Profile of Respondent
Age (in years) No of Respondents Percentage

Less than 25 43 43
26 - 30 24 24
31 - 35 18 18
36 - 40 15 15
Total 100 100
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The demographic characteristics of the consumers reveal that majority (43%) belong to the age group of less than 25
and minority (15%) belong to the age group of 36 - 40.
Table 3: Monthly Family Income
Monthly Family Income(Rs) No of Respondents Percentage

Below 10,000 07 07
10,000 - 20,000 22 22
20,000 - 30,000 26 26
30,000 - 40,000 33 33
40,000 - 50,000 12 12
Total 100 100
The maximum 33% of the respondents belong to the monthly family income between 30,000 - 40,000 and the minimum
07% of the respondents belong to the monthly family income which is below 10,000.
Table 4: Monthly Spending on Cosmetics
Amount spent per month(Rs) No of Respondents Percentage

Below 1,000 53 53
1,000 - 2,000 26 26
2,000 - 3,000 12 12
3,000 - 4,000 05 05
4,000 - 5,000 04 04
Total 100 100
Most of the consumers (53%) spend less than Rs.1,000 for purchasing the cosmetic products.Only (4%) spend between
Rs.4,000 - Rs.5,000 for purchasing the cosmetic products.
Table 5: Location for purchase of cosmetics
Location of purchase No of Respondents Percentage

Retail shop 28 28
Cosmetic shop 44 44
Shopping mall 12 12
Internet 09 09
Others 07 07
Total 100 100
Majority of the respondents (44%) purchase cosmetic products from cosmetic shops while (28%) and (12%) of the
respondents purchase cosmetics products from retail shops and shopping malls respectively.
Table 6: Influencing factors on Cosmetic product Purchase Decision
Influencing factors No of Respondents Percentage

Friends 27 27
Family 48 48
Relatives 13 13
Others 12 12
Total 100 100
Majority (48%) of the respondents are influenced by family while (27%) and (13%) of the respondents are influenced
by friends and relatives.
Table 7: Level of attraction towards various Media of Advertisement
Various Media of Advertisement No of Respondents Percentage

Television 46 46
Radio 10 10
Newspaper 18 18
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Internet 26 26
Total 100 100
Majority (46%) of the respondents admit that television advertisement attracts them most.While (26%) and (18%) of
the respondents attract through internet and newspaper respectively.
Table 8: Factors that attracts in advertisement
Influencing factors No of Respondents Percentage

Message content 68 68
Background music 12 12
Personality 13 13
None of the above 07 07
Total 100 100
Majority (68%) of the respondents were greatly influenced by the message content present in the advertisement,
whereas (13%) and (12%) of the respondents were influenced by the personality and background music.
Table 9: Influence content of message in advertisement
Content of message No of Respondents Percentage

Rational 52 52
Emotional 12 12
Moral 36 36
Total 100 100
Majority (52%) of the respondents were influenced by the rational content of the message.While (36%) and (12%) of
the respondents were influenced by moral content and emotional content respectively.
LIMITATIONS OF THE STUDY:

This investigation centers around the customers just in Chennai.The time limit for directing this examination is very
limited. Hence the discoveries of the examination doesn’t reflect in general shoppers of the cosmetic item.
CONCLUSION:
Shoppers request various commodities which depend on their preferences and inclinations for them. Mindfulness about an
item impacts shoppers’ acquisition of the equivalent by and large. Different components that impact one’s taste and inclination
for an item are mental and ecological. Promotions, consequently, assume a part in affecting purchasers’ preferred taste and
inclination. Customers are known to be level headed with respect to their buys, needing to expand their fulfillment with regards
to shopper products. A customer will hence not buy an item whose cost is over the extra fulfillment that he gets from the great.
The amount of a decent is requested, relies upon the fulfillment the customer gains from spending additional cash on the great.
REFERENCES:
[1] Reeves Roose (1961), ‘Reality in Advertising’, Alfred Knopf Inc., New York.
[2] Krishnamurthi, L., Raj, S.P. (1985), ‘The effect of advertising on consumer price sensitivity’, Journal of Marketing
Research, 22, p.p. 119-129.
[3] Gupta, S. a. (2013), ‘Impact of Promotional Activities on Consumer Buying Behavior: A Study of Cosmetic
Industry’, International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828 Vol. 2, No.6.
[4] Vani, G., Ganesh, B. M., & Panchanatham, N. D. (2011). Consumer buying behaviour: the controllables &
uncontrollables. International Journal of Exclusive Management Research, 1(1), 1-12.
[5] Kotler, P., & Keller, L, K. ( 15th ed). (2015). Marketing Management. Pearson Education.
[6] Voss, & Parasuraman. (2009). Cosmetics and Toiletries India. EuroMonitor International. Country Market Insight,
4 (8), 27-30
[7] Anute, N., Deshmukh, A., & Khandagale, A. (2015). Consumer Buying Behaviour towards Cosmetic Products.
International Journal in Management and Social Science, 3(7), 25-34.
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IMPACT OF EMPLOYEE EMPOWERMENT ON ORGANIZATIONAL

COMMITMENT THROUGH JOB SATISFACTION IN
BANKING INDUSTRY
C.SEETHAPATHI
Part-Time Research Scholar (Ph.D), Department of Commerce, Presidency College (Autonomous), Chennai, India
Dr.S.MALA
Assistant Professor, Department of Commerce, Presidency College (Autonomous), Chennai, India
ABSTRACT
The purpose of this study is to see how employee empowerment affects organizational commitment, with work
satisfaction as a mediating element. Using convenience sample techniques, data was obtained from 307 banking
industry employees in Chennai. Using SPSS v.22 and AMOS v.24, the hypotheses were tested. Employee empowerment,
according to the study, has a large and favorable impact on organizational commitment. Furthermore, job satisfaction
is seen to operate as a bridge between employee empowerment and corporate commitment. Furthermore, the social
exchange theory validated the findings of this investigation. Finally, several theoretical and practical contributions
to the literature on employee empowerment and organizational commitment are discussed, as well as the study’s
limitations and future aims.
INTRODUCTION
Employees are a company’s most precious resource. As a result, firms commit significant resources on attracting,
retaining, and retaining talented and dedicated employees (Aguiar-Quintana et al., 2020; Anggreyani et al., 2020; Ibrahim
2020). Employee empowerment (EE) is an important topic in the field and is highlighted as an essential component
of the development of the social exchange theory (SET) (Ko & Hur, 2014). According to Selvi and Maheswari (2020),
building organizational commitment (OC) among employees is one of the most critical factors of ensuring organizational
efficiency. As a result, committed employees help the organization operate better (Mahmoud et al., 2020). According
to Loan (2020), organizational commitment is the sentiment of workers or the power of an organization’s ability to
bond workers and maintain them in the organization Affective commitment, ongoing commitment, and normative
commitment are the three components of OC (Boehman, 2006; Brooks et al., 2020). Job satisfaction is defined by Ktem
et al. (2020) as an employee’s attitude about the responsibilities they have been assigned. However, in the service
industry, such as hotels, banks, and other service industries, there has been little research on the relationship between
employee empowerment and work satisfaction and organizational commitment. In the banking sector in Chennai, the
current study looks at how employee empowerment leads to organizational commitment through the mediating role
of work satisfaction (Andi Kele, 2020; Simsek, 2020; Wong 2020).
Empowered workers are loyal to their employers, according to Norbu et al. (2020) and Andika et al. (2020), because they
are provided jobs, opportunities, and are treated fairly. Organizational commitment can be defined as an employee’s
affinity and loyalty to his or her firm and job (Mahmoud et al., 2020).
A psychological and emotional bond with a company is known as organizational commitment (Andi Kele, 2020).
Organizational commitment is influenced by employees’ attempts to connect organizational goals and principles, as
well as behavioral investments and motivation to stay in the company (Bani-Melhem et al., 2020).
Employee job satisfaction, a new corporate culture that supports empowerment, and an examination of the
organization’s behaviour, world patterns, and practices are all necessary for empowerment to be implemented
(Reidhead, 2020).
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Anggreyani et al. (2020) define job satisfaction as a pleasant work and experience. A desirable work brings
employment happiness, whereas a loathed work brings job dissatisfaction (Koo et al., 2020). Job happiness stems from
a positive attitude toward one’s work, whereas job satisfaction stems from a bad attitude toward one’s work (Alkhadher
et al., 2020). Employees who are dedicated to the company will complete their work and fulfill their responsibilities
on time (Viseu et al., 2020). There is a positive correlation between work happiness and organizational commitment,
according to the findings of a multiple linear regression study. OC and JS, two habits associated to jobs, are receiving
a lot of attention from global specialists. Sohail et al. (2018) and Hakami et al. (2020) previously found that high job
satisfaction increases normative and emotional commitment but has no effect on continuous commitment.
Job satisfaction has a mediation effect, according to several research (Feng et al., 2017; Eşitti et al., 2020). Because
work satisfaction is an important concept for studying the impact of various antecedent variables on organizational
commitment, and because it acts as a mediator between various antecedent variables and organizational commitment.
Work satisfaction has a significant impact on organizational commitment as a mediating variable, according to Hsiao
et al. (2019).
RESEARCH GAP:
Numerous literatures are available in the field of employee empowerment and its impact on the organizational
performance. However, there are limited studies to interrelate job satisfaction, employee empowerment and
organizational commitment in the banking sector in Chennai. This study is an attempt to address such a gap identified
in the existing literature.
●● To study the relationship between employee empowerment and organizational commitment.

●● To study the relationship between employee empowerment and job satisfaction.
●● T
o study the mediatory role of job satisfaction between employee empowerment and organizational
commitment.
HYPOTHESIS OF THE STUDY:
●● Employee empowerment is positively associated with organizational commitment.

●● Employee empowerment is positively associated with job satisfaction.
●● Job Satisfaction is positively associated with organizational commitment.
●● Job satisfaction mediates the relationship between employee empowerment and organizational commitment.
CONCEPTUAL MODEL:
JOB SATISFACTION
EMPLOYEE EMPOWERMRNT ORGANISATIONAL

COMMITMENT
FIGURE 1 – CONCEPTUAL MODEL OF THE STUDY
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●● Population of the study: Employees of banking sector.

●● Method of Data Collection: Sample survey method. Convenient sampling method was adopted
●● Technique of Data Collection: Structured Questionnaire technique
●● Sample Size: 307 respondents in banking sector in Chennai
●● Types of Data: Primary data.
●● Scaling Technique: Five point likert scale
ANALYSIS:
Questionnaires derived from various sources were used to compile data. Employee empowerment was measured
using a 13-item scale produced by Hayes (1994) for the independent variable, while organizational commitment was
measured using a 12-item scale produced by Hayes (1994) for the dependent variable (Meyer & Allen, 1991). Job
satisfaction was scored on a 10-point scale as the mediator variable (Hackman & Oldham, 1975). All of the items were
measured using a five-point Likert scale, with 1 denoting strong disagreement, 2 denoting disagreement, 3 denoting
neutrality, 4 denoting agreement, and 5 denoting strong agreement (Strongly Agree). It is the best tool for gathering
data because it allows for the efficient and convenient collection of quantitative data. The purpose of the pilot study
was to ensure that the questionnaire was legitimate before proceeding with a bigger research. The reliability of
the latent variables was checked using Cronbach’s alpha. All of the variables’ Cronbach alpha values were greater
than 0.70, indicating acceptable reliability (Hensler et al., 2009; Taber, 2018). Factor loading, convergent validity,
and discriminant validity were all examined by Fornell-Larcker as part of the multivariate fact-based evaluation. By
calculating explained predictive relevance (Q2), variance (R2), and effect size (f2), criterion and structural equation
models are examined (Hair et al., 2018).
RESULTS:
The analysis was carried out using SPSS v.22 and AMOS v.24. The first step in the measurement model is to make
sure the survey questionnaire identifies which attributes should be measured and that the equipment is reliable. This
methodology measures factor loadings, Cronbach’s alpha, Composite Reliability (CR), and Average Variance Extracted
(AVE). The hypotheses can be evaluated by looking at their specific and factor loadings, with a loading of greater than
0.50 on two or more factors considered significant (Hair et al., 2014). As a result, the outcomes of three constructions,
employee empowerment, job satisfaction, and organizational commitment, are all valid measures of their respective
constructs, as shown in Table 1. Initially, certain EET1, JST1, and EET2 item indications were removed in order to
increase the value of AVE. All factor loading estimations, CR, and AVE are greater than the set cutoff requirements as a
result of the elimination to achieve the bench mark; hence, Figure 2 and table 2 disclose the Structural Equation Model.
STRUCTURAL EQUATION MODEL RESULTS:

After the measurement model is completed, the structural equation model is computed. The conventional bootstrapping
procedure was employed in this investigation to obtain significant levels of any connection between the constructs.
Four particular criteria were utilized to examine both the direct and indirect effects of structural equation models:
Table 1 and Fig. 2 show that the model has appropriate prediction accuracy.
TABLE 1: Structural Equations Model Results
Hypothesis CONSTRUCTS Beta Mean SD t value F value P Value

DIRECT EFFECTS
H1 EET1 -> OCT1 0.182 0.183 0.043 4.241 0.065 0.000 Supported
EET2 -> OCT2 0.515 0.516 0.047 10.999 0.480 0.000 Supported
H2 EET1 -> JST1 0.212 0.223 0.055 3.829 -0.047 0.000 Supported
EETZ->JST2 0.705 0.706 0.043 16.512 0.974 0.000 Supported
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H3 JST1->OCT1 0.655 0.657 0.027 24.077 0.841 0.000 Supported

JST1->OCT2 0.400 0.399 0.049 8.199 0.280 0.000 Supported
INDIRECT EFFECTS
H4 EET1->JST1->OCT1 0.139 0.146 0.036 3.873 0.000 Supported
EET2->JST2->OCT2 0.282 0.282 0.039 7.270 0.000 Supported
The direct effect of EE on OC (Time 1 = 0.182 and Time 2 = 0.515, p 0.000), EE to JS (Time 1 = 0.212 and Time 2 =
0.705, p 0.000), and JS to OC (Time 1 = 0.655 and Time 2 = 0.400, p 0.000) were all significant and favorable. Finally,
the model hypothesizes that Job Satisfaction will moderate the relationship between Employee Empowerment and
Organizational Commitment, which the analysis validates. The indirect effect of EE on OC is positive and significant
at Time 1 (= 0.139, p 0.05) and Time 2 ( = 0.282, p 0.05), as shown in Table 5, though both are smaller than the
direct effect. However, if the indirect effect is large and positive but has a smaller influence than the direct effect, it is
portrayed as partially mediated, and hypothesis 4 was supported as well.
FIGURE 2 STRUCTURAL EQUATION MODEL
DISCUSSIONS:
Workplace empowerment is commonly misinterpreted. Many employers assume that by giving their employees more
power, they will be able to cede control and leadership of their businesses (Zhao et al., 2020). The main purpose of
this study is to debunk some widespread myths about employee empowerment. As a result, the current study adds
to our knowledge by establishing that employee empowerment has a positive impact on organizational commitment,
as well as the mediating function of job satisfaction in improving employees’ organizational commitment. EE can
take the form of making required job-related judgments on their own in their day-to-day functions and activities
(Hass, 2010). Employees are given decision-making authority by their managers so they can act independently and
responsibly. It suggests that employees make vital decisions using their authority (Samad, 2007). Job satisfaction
appears to play a significant role in moderating the relationship between EE and OC, according to the data. Previous
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study also supported the findings. Job satisfaction, according to ulibrk et al. (2018), is an employee’s attitude about the
obligations they have been given. Job satisfaction is typically a measure of how happy people are with their jobs and
how they compare to other employees based on workplace standards (Khuong et al., 2020). As a result, the success
of employee empowerment depends on employees’ job satisfaction and commitment to the organization (Wen et al.,
2019; Viseu et al., 2020).
LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH:

Various limitations that were discovered during the research process are included in the study. To begin, only a tiny
sample of Chennai’s banking experts was polled. As a result, future research may be able to replicate and broaden
the scope of the study, especially in specialized work environments like public and private banks. Furthermore, the
influence of employee counseling and training on organizational commitment can be studied in the future utilizing a
number of characteristics such as self-efficacy, individual-level stress-related outcomes, and the impact of employee
empowerment on organizational commitment. In the context of COVID-19, further study might look into the impacts
of workplace diversity and employee empowerment on firm commitment.
CONCLUSION:
To summarize, the study discovered that job satisfaction and employee empowerment are crucial to increasing the
performance of firms in Chennai’s banking sector. Empowerment has a big impact on how committed an organization
is. Job satisfaction influences organizational commitment both directly and indirectly, as well as mediating the
link between empowerment and commitment. According to research, empowerment leads to a higher level of job
satisfaction. Employee empowerment should be prioritized in order to cultivate a loyal and trusting staff, which will
boost organizational performance and productivity. Academics might benefit from the conclusions of this study. The
study’s conclusions will be useful to both industry specialists and academics.
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buhashesh, M., Al-Dmour, R., & Ed Masa’deh, R. (2019). Factors that affect employees job satisfaction and
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guiar-Quintana, T., Araujo-Cabrera, Y., & Park, S. (2020). The sequential relationships of hotel employees’
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lkhadher, O., Beehr, T., & Meng, L. (2020). Individualism‐collectivism and nation as moderators of the job
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ani-Melhem, S., Quratulain, S., & Al-Hawari, M. A. (2020). Customer incivility and frontline employees’ revenge
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oehman, J. (2006). Afective, continuance, and normative commitment among student affairs professionals,
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air Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation
modeling (PLS-SEM). European business review.
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[9] K
huong, M., & Linh, U. (2020). Influence of work-related stress on employee motivation, job satisfaction and
employee loyalty in hospitality industry. Management Science Letters, 10(14), 3279-3290.
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oan, L. (2020). The influence of organizational commitment on employees’ job performance: The mediating
role of job satisfaction. Management Science Letters, 10(14), 3307-3312.
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uhammad, I. G., & Abdullah, H. H. (2016). Assessment of organizational performance: Linking the motivational
antecedents of empowerment, compensation and organizational commitment. International Review of
Management and Market- ing, 6(4), 974–983.
[13] R
eidhead, C. (2020). Impact of organizational culture on employee satisfaction: A case of Hilton hotel, United
Kingdom. Journal of Economics and Business, 3(1).
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work culture on job satisfaction and employee performance: The case of four-star hotels. European Journal of
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employees’ empowerment. Management Science Letters, 2(6), 2175-2186.
[16] S elvi, M. S. & Maheswari G. S. (2020). Effects of Employee Empowerment on Organizational Success. Journal of
Xi’an University of Architecture & Technology, 12(3), 2018-2025.
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arigan, V. (2015). Empirical study relations job satisfaction, organizational commitment, and turnover intention.
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eo, T. (2009). A case for using structural equation modelling (SEM) in educational technology research. British
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atson, D., Weber, K., Assenheimer, J. S., Clark, L. A., Strauss, M. E., & McCormick, R. A. (1995). Testing a tripartite
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araket, W., Garios, R., & Malek, L. A. (2018). The impact of employee empowerment on the organizational
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social exchange perspective. Journal of Vocational Behavior, 103432.
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INTERNET AND BRAND OUTREACH OF RETAIL SUPERMARKETS

– A STUDY WITH SPECIAL REFERENCE TO CHENNAI CITY
A.HEMALATHA
Ph.D. Research Scholar, PG & Research Department of Commerce,
Sri Kanyaka Parameswari Arts & Science College for Women, Chennai-600 001.
[email protected].
Dr. P.BARANI KUMARI

Associate Professor, Research Supervisor & Head, Department of Commerce (Hons),
Sri Kanyaka Parameswari Arts & Science College for Women, Chennai-600 001.
[email protected]
ABSTRACT
The growth of India’s retail markets has improved shopping experiences while also easing strains on the unorganized
retail industry. The aim of this research is to find out the perception of the customers on internet with regard to brand
outreach of retail super markets and the secondary objective is to determine the reasons that inspire customers to
shop at both modernized and conventional retail stores. The study was conducted in the markets of Chennai City
and responses were collected from the customers who had been visiting retail supermarkets. Multivariate statistical
technique such as factor analysis has been a tool for analyzing data obtained via a structural questionnaire wherein
the research identified that WhatsApp and click & collect where the pre-dominant internet features attracting the
customer to visit the super market and the primary factors which retain the customers are : store related, facilities
related and features related factors which contribute to persuade them to shop in modernized stores depending upon
the internet and brand outreach of the retail store.
Keywords: Retail - Supermarkets - Internet - Traditional Stores - Modernized Retail Stores.
INTRODUCTION
In the modern economic world, supermarkets are one among the dominant retail industry. According to Redseer
report average retail shopper belongs to the age group 30 to 40 with an annual income of more than ₹12 lakhs. A retail
shopper makes at least one order per month, with an estimated online transaction volume of ₹900-₹1200. The report
has sub divided the purchase pattern as 35-40% from online channels, Small kirana stores account for 30% to 40% of
sales, while new supermarket formats such as consolidated brand stores, departmental stores, hypermarkets account
for 20% to 30% of sales.
Consumers’ increased curiosity in internet-based shopping and clicking according to their preferences has boosted
the internet economy. The e-tailers have been greatly inspired as a result. This has prompted big companies including
convenience stores and hospitals to develop their own digital marketing strategies to reach consumers. Better pricing,
efficiency, selection of enticing goods, saving coupons, purchasing vast amounts, and using online payment are only
a few of the major reasons for increased internet sales. Door-to-door distribution of goods purchased online to those
who find going out to shop daunting due to a variety of factors such as age, child care, lack of transportation, or a hectic
lifestyle.
Free shipping, credit card security, the need or need for instant merchandise delivery, and the social facets of the
shopping experience are all considerations that favor discount supermarkets over e-tailers. The threat of credit card
theft and fraudulent usages of credit card use have turned as a preference for a customer to purchase through the local
supermarkets. Freshness of the product and touch and feel of the product are the major factor wants by the consumer
before purchasing. However, the internet methods of the local retail super market add as an advantage for boosting
their sales.
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RESEARCH OBJECTIVES:
●● T
o study the perception of the people to visit the local retail supermarkets in Chennai i.e.., the brand outreach
of the supermarket through internet
●● To identify the factors that motivates people to buy from a modernized retail and traditional stores.
CONCEPTUAL FRAMEWORK OF THE STUDY:
RESEARCH GAP
Numerous studies are available with regard to factors influencing organised and unorganised retail supermarkets.
However, there are no specific studies pertaining to the internet and brand outreach of retail super markets which is
identified as the research gap of the proposed study.
STATEMENT OF PROBLEM
Inspite of pop-up of new e-tailers what makes the customer to get a brand outreach of a retail supermarket for shopping
by way of internet is the statement of problem.
●● This study is based on the supermarkets situated at Chennai. Hence this study cannot be generalized.
●● The sample size is restricted to 127 which is very less when compared to the population of the study.
●● The time taken for the study is considered as one of the limitations of the present study.
Universe: The data was gathered from a number of unorganized retail supermarkets in Chennai.
Sample Size: 127 respondents from the customers who had visited various retail supermarkets located in the city
of Chennai.
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Research Design: Exploratory cum descriptive research. Structured questionnaire was designed to collect data
from retail super markets.
Tools of data collection: A questionnaire was prepared to collect data from retailers on the various aspects of
internet and brand outreach of retail super markets.
Tools Used: Percentage analysis, Descriptive Statistics, Garret Ranking Score& Factor analysis.
PERCEPTION OF THE PEOPLE FOR VISITING INTERNET BASED BRAND
OUTREACH RETAIL SUPERMARKETS
Hays et al., 2005 identified that the most crucial considerations for efficient online grocers are don’t expand too
quickly; work with established brick-and-mortar companies; design logistics networks for efficiency and scalability;
draw and maintain customers; convey the value clearly; and don’t want to compete on costs, but on total “value.”
Orthodox hypermarkets, on the other hand, are more concerned about providing quality service to their consumers
than with lowering costs. They market higher-priced products, resulting in a larger profit margin. They are able to
apply the marketing techniques studied in this study to a higher degree since they have a higher profit margin, are not
limited in raising their costs, and have larger establishments (Matamalas & Ramos, 2009).
Yadav et al., 2016 expressed that small neighbourhood kirana shop owners believe their profits have been harmed
and that their operating costs have risen in order to satisfy the higher service quality expectations of customers, but the
results indicate no substantial negative effect on their jobs as a result of corporate retail store expansion. Purc, 2019
found that retailers can accomplish their goal of building a digitally integrated world by using proper digital marketing
strategies. As a result, staff and consumers are empowered, and retailers’ consumer experience and analytical and
intelligent marketing capabilities are continually improved. (Ron, 2018) found offering better choice, time saving,
and convenience are the context of frequent shopping with instating support. E-marketers are using different digital
marketing strategies (to their traditional shoppers) such as O2O capabilities, consumer journey with the assistance of
location tracking etc., in order to drive consumers to their physical stores to retailers(King, 2018).
Rajagopalan, 2019 mentioned that maintaining a personal touch is the key to improve customer experience in
order to engage customers. Apps and kiosks have found its place for traditional shopping and other store related
experience. Even though an increasing number of customers are seen to move to online platforms, retailers are in the
attempt to cater to their needs by adapting their own strategies of modifieddelivery models and offering enriched
shopping experiences by all means.
FACTORS INCENTIVIZING PEOPLE TO BUY FROM TRADITIONAL AND
MODERN RETAIL STORES
Shukla, 2013 revealed that consumer behavior pattern towards local kirana stores has gained a paradigm shift, the
reason being the modern retail malls as entrants. It is well known fact that customer is the king and customer is always
right. Retailing has received a new meaning due to development of malls. Indian customer is exposed to completely
new kind of shopping experience due to the rise in the standard of living.
Sigurdsson et al., 2016 looked into how in-store customer behaviour varies from conventional ads, the advantages
and disadvantages, and recommendations for more refined experimental regulation of this critical economic-
environmental-behavior relationship for the future of retailing.
ANALYSIS & FINDINGS:

Table 1 shows the respondent’s demographic profile, including age, gender, educational qualifications, profession, and
income. The majority of respondents (50%) are between the ages of 30 and 40, with a gender split of 50/50. The bulk
of the respondents in this sample were private-sector workers, and undergrads were the most common.
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Table 1 Socio Demographic Profile
Particulars Classification Frequency Percentage

Age < 30 Years 27 21.3
30-40 Years 63 50
40-50 Years 21 16.5
Above 50 Years 16 12.6
Gender Male 64 50.4
Female 63 49.6
Occupation Government Employee 40 31.5
Employees working with Pvt Sector 43 33.8
Business / Self Employed 22 16.1
Home Maker 13 10.4
Others 9 7.3
Educational UG 40 31.5
Qualification PG 28 22
Diploma 8 6.3
Engineering 37 29.1
Others 14 11
Income <20000 3 2.4
20001-30000 9 7.1
30001-40000 41 32.3
40001-50000 43 33.9
Above 50000 31 24.4
GARRET RANKING SCORE:

The ranking of the respondents with respect to the reasons for the internet and brand outreach of the retail supermarket
is collected by way of the questionnaire. The rankings have been assessed by way of Garret Ranking score and it was
identified thatWhatsApp and click and collect features were the major internet reason for the brand outreach of the
retail supermarkets. The same is explained by way of Table 2.
Table 2 Ranking perception of internet based marketing
Internet Based Marketing Garret’s score Rank

WhatsApp 102 1
Click & Collect Features 94 2
Mobile Apps 75 3
Instagram 42 4
Facebook 34 5
Table 3 explains the descriptive statistics of variables** that incentivizing people to buy from a modernized retail and
traditional stores.
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Table 3 Descriptive statistics of the perceptional variables
Descriptive Statistics
VARIABLES Mean Std. Deviation Communalities
Home delivery 4.45 .710 .989
Deals and discount 4.45 .500 .873
Availability of items 4.59 .564 .957
Ambience of the shop 4.54 .569 .898
Card Acceptance 4.37 .571 .759
Printed Bills 4.32 .646 .963
Nearby Location 4.36 .698 .907
Variety 4.39 .677 .914
Known Shopkeeper 4.35 .566 .748
Quality Assurance 4.25 .858 .960
Freshness of the Product 4.32 .687 .766
Convenience 4.40 .576 .880
Time Saving 4.28 .777 .940
Availability of Credit 4.50 .570 .956
**The questionnaire consisted of perceptional variables in terms of Likert 5-point scale.
CONSTRUCTION OF THE CORRELATION MATRIX

A factor analysis was performed on all 14 variables. The Kaiser-Meyer-Olkin (KMO) test and Bartlett’s sphericity test
can be used to verify the relationship between the variables. The chi-square value is meaningful with 105 degrees of
freedom, and the KMO value is greater than 0.5. As a result, factor analysis is useful.
DETERMINATION OF THE METHOD OF FACTOR ANALYSIS

The key goal is to reduce the number of perceptive variables to a manageable number of parameters that account for
the greatest amount of variation. Thus, for factor analysis, principal component analysis is used.
The presence of strong associations between the component and the variables is shown by higher factor loadings.
The variables are divided into three groups based on their related behavior as they are rotated with varimax rotation.
They are:
●● F
actor 1 : Store Related Factor : Availability of items, nearby location, Variety, Quality Assurance, Freshness,
Convenience and Time saving.
●● Factor 2: Facilities Related Factor: Ambience, Card Acceptance and Printed bills.
●● F
actor 3 : Features Related Factor : Home delivery, Deals and Discounts, Known Shopkeeper and Availability
of credit.
FINDINGS:
1. The majority of respondents (50%) are in the 30-40-year-old age bracket.

2. In terms of ethnicity, the respondents were split equally.
3. The bulk of the study’s participants were private-sector workers.
4. The majority of respondents in this survey were undergraduates.
5. Consumers are drawn to retail supermarkets through WhatsApp and click-and-collect features on the internet.
6. T
he perceptional variables were divided into three categories: item availability, proximity to a site, variety, and
assurance of quality.
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RECOMMENDATIONS:
Consumers are more likely to attend retailers as they buy exotic and niche products in bulk and at a discount. And,
in recent years, the urban middle class has begun to gravitate toward modernized shopping. Even though numerous
online grocers have been entering into the market place, there is a speciality for the retail stores and what makes the
store to create a brand outreach matters much for their sustenance in the locality. Customers like the touch and feel and
they are much impressed by the internet features offered by the local super markets which create the brand outreach.
CONCLUSION:
According to the report, retail supermarkets are retailers in the immediate vicinity of retailers that are seeing customer
switching to organized retail models, but big traditional stores are not as impacted by internet expansion and brand
out scope as retail supermarkets. They have their own customer base and, most specifically, they compete fiercely in
the retail industry against organized retailers. They have sophisticated marketing techniques and business methods
in place, as well as retail layouts that are exclusive. Unorganized retailers seem to have a competitive advantage in
terms of location, personal relationships with individual customers, credit facilities, and additional resources, which
are impossible to compete for organized retailers. They are increasingly modernizing their stores, incorporating
technologies into their retail operations such as credit and debit card terminals, selling more appealing products,
delivering discounts, and purchasing large quantities of merchandise, among other things. They began maintaining
the quality of merchandise in the store after assessing the needs of the consumers. The market is vast and diverse, and
each party has its own niche in which to grow their business. New modern organized stores cater to highly trained
and premium consumers willing to pay a significant amount of money on product and brand. There is also a large
segment of the retail market, which accounts for more than half of the overall that is price sensitive and believes that
conventional markets are more favorable to them, and would always choose to shop in these traditional markets.
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atamalas, R. L., & Ramos, M. S. (2009). Marketing strategy of the supermarkets. A Theory of Human Motivation,
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WEBSITES:
https://risnews.com/supermarkets-go-digital-look-how-their-efforts-stack
https://www.supermarketnews.com/online-retail/grocery-shoppers-demand-digital
https://www.skyramtechnologies.com/blog/marketing-for-offline-retail-supermarkets-in-2020/
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A STUDY ON JOB STRESS AND ITS IMPACT ON THE WORK-LIFE

BALANCE AMONG TEACHING FACULTIES IN CHENNAI CITY
M.RENUKA
Research Scholar (Part Time), Sri Kanyaka Parameswari Arts & Science College for Women
Dr.P.BARANI KUMARI
Research Supervisor & Guide, Head & Associate Professor, Department of Commerce (Honours), Sri Kanyaka
Parameswari Arts & Science College for Women
ABSTRACT
Job stress occurs in all sorts of institutions, even the educational ones. Unwarranted workplace demands and job
pressures are causes of stress. The paper aims to explore the relationship between Work-life balance and job stress
among teaching faculties in Chennai city and to find out the factors causing job stress among teaching faculties as well
as to analyze how job stress factors influence the work-life balance of teaching faculties in Chennai city. Calculation of
Pearson correlation revealed that there is a positive correlation between work and family commitment and job stress.
In addition, Calculation of the F-Test was also inferred that there is a significant difference between demographic
characteristics with respect to dimensions of work-life balance and job stress overcome, Rank Analysis was used to
identify the predominant factors for maintaining work-life balance and ranking it according to the responses collected
from the respondents.
KEYWORDS – Job stress, Work-life balance, Educational institutions, Faculties in Chennai
INTRODUCTION
The main factors of human life are personal goals and career goals. Because these factors lead to the way in every
single life in society. Each organization attempts to improve its work-life balance between its employees, thus the
balance of Work-Life helps to increase productivity and efficiency. Each organization’s main objective is to achieve
the highest output. The balance of working life is thus helping to increase the level of business results. The major
factor that imbalance the work-life is, stress at work. This leads to labour turnover, lack of work, dissatisfaction with
employment, and low productivity. Therefore, this study will discuss how work stresses affect the balance of work-life
and the importance of work-life balance in the world today.
JOB STRESS
Stress at work occurs when capability, capital, well-being, and requirements are not optimally coordinated. It leads to
work stress whenever the job requirements and needs do not correspond.
WORK-LIFE BALANCE
A state of balance in which a person’s professional and personal obligations are balanced. “Work life” is a modern
concept that was coined to replace the term “Work Family” in an effort to represent the need for all workers to align
their work life with their lives outside of work, regardless of whether or not they have day-to-day parental obligations.
OBJECTIVES
●● To explore the relationship between Work life balance and job stress among teaching faculties in Chennai city.
●● To find out the factors causing job stress among teaching faculties.
●● To analyze how job stress factors, influence the work life balance of teaching faculties.
HYPOTHESIS
H0: Job stress does not have a significant impact on work life balance among teaching faculties in Chennai city.
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H1: Job stress does have a significant impact on work life balance among teaching faculties in Chennai city.
H0: There is no significant difference between demographic characteristics with respect to dimensions of Work-Life
balance and job stress overcome.
H1: There is significant difference between demographic characteristics with respect to dimensions of Work-Life
balance and job stress overcome.
SCOPE OF THE STUDY

This study will be mainly helpful in evaluating the factors influencing job stress and its impact on work life balance
of the faculty members in Chennai city. By identifying the factors influencing job stress one can find out the ways in
overcoming the job stress which may lead to favorable work life balance of faculty members. This inturn will increase
the performance standards of the faculty members.
REVIEW OF THE LITERATURE

The purpose of this paper is to identify the causes of work stress among female faculty members of Indian higher
education institutions and to examine the impact of stress on maintaining the balance between work and life. As a
result, stress and working life have been found to be positive (Meharunisa, S,2019)
In today’s business world, the idea of work-life balance is extremely important. Work-life balance is an important
idea in the lives of both organization and individuals. It is to improve each person’s quality of life. The study makes
recommendations about the effect of work stress on work-life balance, as well as identifying the major factors
influencing it (Vasantha, S,2016)
Job stress has a significant impact on the psychological and physical health of the employees as well as their
productivity. Previous studies have shown that extreme job stress can cause a lot of health problems in individuals
including high blood pressure, depression and high anxiety (Balkan, 2014a)
Work life balance is a state in which an individual attempt to maintain a balance between two distinct environments,
work and personal (Chandra, 2012).
Work stress is a very common occurrence that affects workers at all levels and is caused by job expectations
and the resources required to meet those demands. Job stress is described as the negative physical and expressive
responses that occur when the job demands do not meet the worker’s skills, resources, or needs (Michie, 2002).
1. Research Design: In this paper the researcher has analyzed the research with the help of descriptive statistical
research design.
2. Sources of Data Collection: Primary Data (PD) was collected by the researcher in the form of questionnaire.
3. Sampling Technique: The researcher used convenience sampling techniques for the purpose of grouping the data.
4. Sample Size: The samples of 294 were collected in the field work and 24 samples were eliminated due to
extreme value and samples not fit for the analysis. Finally, 270 samples were taken for the purpose of analysing
the data.
5. Tools used: Tools used in this study:
●● Pearson Correlation
●● Rank Analysis
●● F – Test (One – way Anova)
DATA ANYSIS AND INTERPRETATION

Pearson Correlation
In this study the Pearson correlation is analysed for the purpose of finding out the significant impact of job stress on
work life balance commitment.
54
Table 2: Showing the calculation of Pearson correlation on job stress and work life balance commitment
[Work [Stress
[Suppor
from [Negative [Non- Control Work
[Need to [Negative tive [Job
[Forced home attitude support [Recog [Flexible Shop and [Physical Rate your
Pearson correlation work on attitude of Organi enric
Overtime] after of Collea nition] Time] employee Exercise] [Meditation]
holiday] colleagues] zation hment]
working seniors] gues] assistant
Climate]
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hours] program]
[Forced Overtime] 1 .435** .284** .430** .427** .288** .046 .044 .137 -.035 .024 .027 .072
[Need to work on
.435** 1 .502** .328** .328** .288** .229** .129 .280** .157 .127 .282** .219*
holiday
[Work from home
.284** .502** 1 .261** .315** .237** .234** .225** .269** .238** .147 .272** .299**
after working hours
[Negative attitude of
.430** .328** .261** 1 .796** .634** .079 .025 .061 .000 .060 .137 .128
seniors
[Negative attitude of
.427** .328** .315** .796** 1 .694** .142 .068 .147 .109 .102 .181* .083
colleague
[Non-support
55
.288** .288** .237** .634** .694** 1 .071 .055 .140 .008 .125 .197* .153
Colleagues]
[Supportive
.046 .229** .234** .079 .142 .071 1 .633** .542** .404** .518** .424** .406**
Organization Climate]
[Job enrichment .044 .129 .225** .025 .068 .055 .633** 1 .532** .435** .363** .403** .343**
[Recognition] .137 .280** .269** .061 .147 .140 .542** .532** 1 .448** .426** .473** .428**
[Flexible Time -.035 .157 .238** .000 .109 .008 .404** .435** .448** 1 .512** .370** .257**
[Stress Control Work
Shop and employee .024 .127 .147 .060 .102 .125 .518** .363** .426** .512** 1 .402** .406**
assistant program
[Physical Exercise] .027 .282** .272** .137 .181* .197* .424** .403** .473** .370** .402** 1 .755**
[Meditation] .072 .219* .299** .128 .083 .153 .406** .343** .428** .257** .406** .755** 1
Interpretation
From the above table it has revealed that, there is a positive correlation between work and family commitment and job stress.
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Rank Analysis
Rank Analysis is being performed for the purpose of identifying the predominant factors for maintaining work life
balance and ranking it according to the responses collected from the respondents.
Table 3: Showing the Ranking Provided by the respondents on Maintaining Work-Life Balance
Std.
Maintaining Work-Life Balance Mean Rank
Deviation
More flexible working hour 7.578 2.758 IV
Time off for family emergency & events 7.793 2.621 II
Job sharing 7.800 2.383 I
Support from superior and colleagues 7.556 2.640 V
Support from family and spouses 7.607 2.754 III
Spending time with children & friends 7.422 2.845 VI
Reach home on time 7.363 2.859 VII
Take care of family and personal work 7.363 2.769 VIII
Keep healthy and fit, play sports and other leisure activities 7.170 2.993 X
Take part in community activities or fulfil religious commitments 7.311 2.822 IX
Interpretation
From the above table it can be inferred that first rank was given to Job Sharing, Second rank was time off for family
emergency and events, Third rank was support from family and spouses, Fourth rank was more flexible working hours,
Fifth rank was support from family and spouses, Sixth rank was spending time with children and friends, Seventh
rank was Reach home on time, Eighth rank was take care of family and personal work, Ninth rank was Take part in
community activities or fulfil religious commitments, Tenth rank was Keep healthy and fit, play sports and other
leisure activities.
F-Test (One Way Anova)
The main purpose for analysing the data using F-Test is to identify whether there is significant difference between
demographic characteristics with respect to dimensions of work life balance and job stress overcome.
Table 5: Showing the calculation of F- Test (One Way Anova) with respect to Demographic Characteristics and
Dimensions of Work Life Balance and Job Stress Overcome
Work and Family Work Life

Job Stress
Commitment Balance
Overcome
Variables Balancing Issues
F-Value F-Value F-Value
(P-Value) (P-Value) (P-Value)
1.241 2.963 6.830
Age (In Years) (df = 3, 266)
(0.295) (0.033)* (0.000)*
1.979 2.396 2.158
Experience (In Years) (df = 3, 266)
(0.117) (0.069) (0.093)
0.536 2.302 1.209
Monthly Income (In Rs.) (df = 4, 265)
(0.709) (0.059) (0.307)
3.003 1.395 2.960
No. of Children (df = 3, 266)
(0.031)* (0.245) (0.033)*
5.556 0.899 1.334
No. of Hours Spending While Travelling to Work (df = 2, 267)
(0.004)* (0.408) (0.265)
0.615 10.636 2.842
No. of Hours Working in a Day (df = 3, 266)
(0.606) (0.000)* (0.038)*
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11.323 7.707 3.250

Frequencies of Extra Time Work in Institution (df = 4, 265)
(0.000)* (0.000)* (0.013)*
Factors Influencing to Stay Back in the Same Working Institution (df 4.507 6.703 2.476
= 3, 266) (0.004)* (0.000)* (0.062)
12.108 18.451 2.288
Way to find your job to be (df = 3, 266)
(0.000)* (0.000)* (0.079)
3.209 5.179 3.830
Suffer Stress Related Disease (df = 4, 265)
(0.014)* (0.000)* (0.005)*
* denotes significant mean difference (P-Value = <0.05)

Interpretation
From the above table it can be inferred that there is significant difference between demographic characteristics with
respect to dimensions of work life balance and job stress overcome.
FINDINGS AND SUGGESTIONS

Calculation of Pearson correlation revealed that, there is a positive correlation between work and family commitment
and job stress. Ranking analysis revealed that, first rank was given to Job Sharing, Second rank was time off for family
emergency and events, Third rank was support from family and spouses, Fourth rank was more flexible working hours,
Fifth rank was support from family and spouses, Sixth rank was spending time with children and friends, Seventh
rank was Reach home on time, Eighth rank was take care of family and personal work, Ninth rank was Take part in
community activities or fulfil religious commitments, Tenth rank was Keep healthy and fit, play sports other leisure
activities.From the calculation of F- Test (One Way Anova), It is revealed that there there is significant difference
between demographic characteristics with respect to dimensions of work life balance and job stress overcome.
From the findings of this study, the researcher suggested that the Institution has to take care of the welfare of the
faculty members by providing both monetary and non-monetary incentives to the faculty members thereby improving
their performance standard which would result in uplifting the standard and position of the organisation. It can also
be suggested that the faculty members can reduce their job stress by employing both physical and mental stress
coping activities which would reduce their stress, thereby resulting in creating favourable work-life balance. Another
such recommendation is that the faculty members of the institution gets motivated through job sharing, time off for
family emergency and events, Support from family and spouses, more flexible working hours and comfortable working
environment which boost the morale of the faculty members, that act as a predominant factors contributing to Work-
Life balance.
CONCLUSION
The main objective of this study was to explore the relationship between Work life balance and job stress among
teaching faculties in Chennai city and to find out the factors causing job stress among teaching faculties and also to
analyze how job stress factors, influence the work life balance of teaching faculties. The analysis showed the various
factors of stress as well as the different impact that it has on the personal lives of the respondents, especially on
maintaining the work life balance. Thus, based on the findings of the current study it may be implicated that there is
a positive correlation between work and family commitment and job stress and job stress has a significant impact on
the faculty members work life balance. The researcher suggest that the faculty members can reduce their job stress
by employing both physical and mental stress coping activities which would reduce their stress, thereby resulting in
creating favourable work-life balance.
LIMITATIONS AND SCOPE FOR FUTURE RESEARCH

The study is confined only to Chennai city and henceforth future research can be performed in other regions of the
country. The study is constrained to faculty members in education sector, hence the future research can be conducted
also for non-teaching staff members.
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REFERENCES
[1] Michie, S. (2002). Causes and management of stress at work. Occupational and Environmental Medicine.
[2] B
alkan, O. (2014a). Work-life balance, job stress and individual performance: An application. International
Journal of Management Sciences and Business Research, 3(3).
[3] C
handra, V. (2012). Work life balancE: eastern and western perspectives. The International Journal of Human
Resource Management, 23(5), 1040–1056.
[4] Vasantha, S. (2016). A review on impact of work stress on work life balance.
[5] M
eharunisa, S. (2019). Work-life balance and job stress among female faculties in India’s higher education
institutions. International Journal of Recent Technology and Engineering, 8(2), 846-852.
[6] Srivastava, S., Holani, U., &Bajpai, N. (2015). Job satisfaction in public sector. Indian Management, 44(5), 62-65.
[7] S harma, R. D., &Jyoti, J. (2010). Job satisfaction of university teachers: An empirical study. Journal of Service
Research, 9(2).
[8] V
ijaydura, J., &Vekatesh, S. (2012). A study on stress management among women college teachers in Tamilnadu,
India. Pacific Business Review International, 5(2), 50–59.
[9] K
hairunneezam, M. N., Suriani, S., &Nadirah, A. H. N. (2017). Work-Life Balance Satisfaction among Academics in
Public Higher Educational Sector. International Journal of Academic Research in Business and Social Sciences, 7.
[10] R
amasamy, A., &Renganathan, D. B. (2017). No QUALITY OF WORK LIFE IN THE HIGHER EDUCATION SECTOR:
TOWARDS AN INTEGRATED OUTLOOK. International Journal of Management, 8(1), 62–72.
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SOCIO-ECONOMIC CONDITIONS OF HANDLOOM WEAVERS: A

CASE STUDY OF WEAVERS IN KANCHIPURAM
M. JAYAPRAKASH
Research Scholar, Department of History, Government Arts College for Men, Nandanam, Chennai 600035
[email protected]
K. R. PEER MOHAMMED
Associate Professor & Head, Department of History, Government Arts College for Men, Nandanam, Chennai 600035
ABSTRACT
Handloom weaving, known to the Kanchipuram right from the historic ages plays an important role in the economic
development of Tamilnadu. It contributes significantly in generating employment opportunities and sustaining
livelihood to the weavers. In the present study, an analysis is done on the socio-economic profile of handloom weavers
and problems of this industry in Kanchipuram Handloom Cluster. This study is conducted on the basis of both primary
and secondary data sources. It reveals that the condition of the weavers is weak due to financial constraints, health
problem and poor Government support.
Keywords: Handloom Weavers, Marketing Problems, Kanchipuram, Design, Yarn.
INTRODUCTION
Handloom industry plays a significant role in the Indian economy. This industry after agriculture is the largest sector
in India as it boosts in creating massive opportunities of employment especially for the working class. Over a period
of time it has developed a lot with a rich cultural heritage that it created a dominant role in Indian textile industry.
This shows the dexterity and artistic ability of weavers to produce attractive products. It has major role in developing
the livelihood of rural people and eradicating poverty as most of the weavers live in rural area. It is symbolic of Indian
culture forming part of great heritage of art. The Indian cotton fabrics enjoyed worldwide patronage. The handloom
sector forms both warp and weft of cultural fabric of India. It contributes nearly 15% of the cloth production in the
country and also contributes to the export earnings of the country. 95% of the world‟s hand-woven fabric comes from
India. In respect of Kanchipuram in particular, handloom industry occupies a distinctive and important place in the
indigenous culture of Tamilnadu. Weaving still holds an integral part in the life of the people at Kanchipuram. The
handloom products are famous for the use of vibrant tribal color combinations which are very distinct from other
traditional attires of the country.

The objectives of the study are:
●● To study the socio-economic conditions of the handloom weavers of Kanchipuram Cluster.
●● To examine the problems and prospects of the handloom industry in this cluster.
METHODOLOGY
Based on primary data that was collected from 120 respondents by using a structured questionnaire and through an
informal personal interview method and secondary data that was collected from books, periodic journals, articles
related to the present research, this study was conducted.

The data is collected from 120 sample respondents by using a structured questionnaire and through personal interview.
The data is analyzed by using percentage method on the basis of age, sex, marital status, educational level, income per
month, type of product, various problems of handloom weavers, weavers’ health etc.
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Parameter Category % of Respondents

Age Group Below 20 10
20 - 30 50
31 - 40 35
41 - 50 2.5
51 above 2.5
Gender Male 30
Female 70
Marital Status Married 45
Single 49
Widow/Widower 2.5
Divorcee 3.5
Educational Level 1 to 5 45.8
6 to 10 36.6
11 to 12 14.3
Graduates 3.3
Category of weavers Independent weaver 15.8
Under middlemen 70.8
Co-operative weaver 13.4
Working hours Upto 6 hours 0.83
6 to 8 hours 2.5
8 to 10 hours 30.8
10 hours above 65.8
Monthly income Upto 15000 58.3
15001 – 20000 5.8
20001- 25000 23.3
Above 25000 12.5
Years of experience 0 -5 70
6 – 10 20.8
11 – 15 4.16
15 above 5
Sickness Eye sight 9.16
Back pain 24.1
Knee pain 6.6
Joint pain 3.5
Others 33.3
NIL 23
Marketing problems Yes 8.3
No 91.6
Financial problems Yes 21.6
No 78.3
Land holdings Agricultural land 4.16
Land for household 9.16
No land 86.6
Assistance from Government Yes 13.3
No 86.6
Assets possessed Television set 2.5
Mobile handset 79.16
None of the above 18.3
Account holder Yes 34.16
No 65.83
Source: Field Survey
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●● M ajority of the respondents are in between the age of 20-30 years i.e. 50% of the total respondents, 35% of
the respondents are in between the age of 31-40 years. It is observed that only 2.5% of the respondents are
above the age of 41 years.
●● 70% consists of female weavers whereas 30% belongs to male weavers. As weaving is mainly considered to be
the work of women from historic period (Sangkima 2004), the composition of weavers shows the majority of
female weavers in the study area as well. Most of the male weavers are from Kanchipuram.
●● 49% of the total weavers are single and 45% are married, 2.5 % are widow or widower and 3.3% are divorcee.
●● All the respondents are literates. Among these respondents 45.8% are below 5th class and 36.6% are in between
class 6 to 10 while 14.1 % belongs to higher secondary and very few 3.3% are graduates.
●● 15.8% of the respondents are independent weavers who have their own looms and do the weaving in their
own house whereas 70.8% are weavers under middlemen and only 13.3% are co-operative weavers.
●● In terms of hours spent per day in weaving, 65.8% of the respondents work more than 10 hours a day; 30.8%
work for 8 to 10 hours per day and 2.5% work for 6 to 8 hours a day and hardly 1% work upto 6 hours a day.
●● About 58.3% earn a monthly income of upto Rs 15000/- and 5.8% earn between Rs 15001 to 20000; 23.3%
earn a monthly income between Rs 20001 and 25000/- and 12.5% earn monthly income above Rs 25000/-
●● 70% of the weavers have an experience of weaving upto 5 years; 20.8% have an experience of 6 to 10 years and
14.16% of them have an experience of 11 to 15 years and 5% have an experience of weaving for more than 15 years.
●● The most common health problem is back pain which 24.1% of the weavers have; 9.16% have an eye sight
problem, 6.6% having knee pain; 3.3% with joint pain; 33.3% complain about other illness like stomach
problem, headache, nerve problem etc. and interestingly about 28% have no complaint about their health.
●● 91.6% of the weavers have no problems regarding marketing of their produce whereas 8.3% of them have
marketing problems.
●● 78.3% of the weavers have no problems regarding finance and 21.6% of the weavers have financial problems.
●● 86.6% of the weavers have no landholdings whereas 9.16% have landholdings for household and 4.16% have
landholdings for agriculture.
●● 65.83% do not have bank account and 34.16 have the same. The figure is less for account holder mainly
because Burmese weavers / foreigners fall into this category.
●● Only 13.3% of the weavers have got assistance from Government and it was found out that they are the co-
operative weavers only andthe rest, 86.6% working as independent weavers, have not availed any assistance
from the government.
●● In terms of asset possession, 79.16% have mobile handset and 2.5% have Television set and 18.3% have none
of the above assets at all.
●● 8.3% of the weavers produce their own design. This shows that only few weavers possess skills in designing new
motif that has not been available in the market to attract buyers and 12.5% produce design ordered by the buyers of
that particular product. 79.16% of the weavers produce design according to the demand prevailing in the market.
FINDINGS
Kanchipuram Handloom Cluster has two types of problems - Input related problems and Weavers related problem
Input related problems may include:
●● Delay in supply of yarn: Sometimes the supply of yarn may be delayed for the recognised authority. Then the
society cannot produce the product at the right time. Automatically they are forced to go to purchase the yarn
from local source that tends to reduce the quality of product.
●● High cost of production: Co-operative societies are facing the problem of limited finance for their operation
just as in the case of “A report of survey on handloom sector in Kerala” submitted by Department of Economics
and Statistics of Government of Kerala (2009). In the case of Zuangtui Cluster, financial support received by the
co-operative weavers is so meager to have huge impact on the socio-economic conditions of the weavers. Cost
of production sometimes increases compared to previous year. This may lead to shortage of finance. In order
to solve these problems, the apex authority should take remedial action.
●● Inadequacy of supply of yarn: Sometimes there is inadequacy of supply of yarn in terms of colours of different
variety that affects the entire production of the cluster. Due to the unavailability of good quality cotton yarn,
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they have to use only the yarns available i.e., acrylic and rayon. These yarns are not suitable for hot regions; the
products are not saleable in many parts of the country. This similar problem was found in the case of a study
done by Venkateswar, A (2014) when he studied the socio-economic conditions of the handloom weavers and
the problems faced by the handloom weavers.
Weavers’ related problems include:
●● Lack of skilled weavers: Skilled and efficient labours are centralized figure of every organisation. In the case of weavers,
there is no need to achieve high qualification and high skill. Naturally, that will lead to a headache to cooperative society.
●● Lack of training: It is the duty of the government to arrange advance training to co-operative weavers‟ societies.
The state government hardly conduct training for the weavers.
●● Poor knowledge about modernised technique and low performance of co- operative sector: Due to lack of
training and updating, the knowledge of weavers is very limited and they have no idea about modernized
technique and design. This is major hindrance of development in this field. The same case was found in the
study of D. Srinivasa Rao and Dr. N. Sreedhar (2017) about “socio economic condition of handloom weavers in
Gannavaram Mandal of Krishna district in Andra Pradesh.
This study is based on extensive field work that indicates that though handloom weaving has many strengths and can be
competitive under specific condition, the seeds of the crisis are inherent in the sector. These can be traced to two major factors
- the low performance of the co-operative sector and the very low economic condition of the weavers. Even in the case of
Zuangtui, there has been low performance of co-operative sector that aggravates the poor economic condition of the weavers.
SUGGESTIONS
Regarding the above problems, the state government should pay more heed to the development of handloom industry
in the region. Due to the small size of the houses, condition of weavers‟ work place is pathetic and problem of congestion
in the work place is serious. Government should provide better infrastructure for the weavers.
Most of the weavers are local people that says a lot about the work culture. They are hard working and possess
perseverance to take up weaving activity. Government should organize awareness campaign about the feasibility of
handloom weaving in Kanchipuram as a whole.
The youths of the state should be encouraged and inspired through sensitization programmes to take up self-
employment opportunity in the field of handloom weaving.
Regular training programme in designing should be conducted for the weavers so that their products become
more marketable in national as well as international market.
CONCLUSION
Handloom occupies a vital place in Kanchipuram in South India in shaping the socio- economic fabric of society. This study
indicates that though the Handloom industry offers a massive amount of employment opportunities, it is facing a lot of
problems especially socio-economic problems like poor economic condition of the weavers, input related problems and the
poor performance of the cooperative sector. Eventhough it plays vital role in reducing poverty, increasing employment, and
enhancing household income and consumption in the state, this sector faces various challenges in the field of creative and
innovative design that would increase the market value of the product both in local and national market. Therefore, financial,
technical and policy supports of the Government for development of handloom industry in Kanchipuram is the need of an hour.
REFERENCES
[1] Narasaia, M. L. 2001. Economics of Handloom Industry, Sonali Publication.
[2] Sangkima, 2004. A Modern History of Mizoram, Spectrum Publications, Guwahati.
[3] Satyajit Das, „Present Scenario and Some Problems of Handloom Industry: A Study with Handloom Weavers in
Tuganganj Block–I of Cooch Bihar District West Bengal‟ in International Journal of Research in Humanities, Arts
and Literature, 2018; 6(9) pp 153-170.
[4] Shamitha, K. V, & Balasubramanian, P., „Socio-Economic Condition of Handloom Weavers: A Study with Special
Reference to Handloom Weavers Co-operative Society in Kannur District‟ International Journal of Pure and
Applied Mathematics, 2018 :119 (16) pp: 1411-1423.
[5] Srinivasa Rao, D., & Dr. Sreedhar, N„Problems of handloom weavers in Andhra Pradesh: A study of Krishna
District‟ in International Journal of Humanities and Social Science Invention, 2017; 6 (11) pp: 42-49.
[6] Varghese Anu & Dr. Salim M. H. „Handloom Industry in Kerela: A study of the problems and challenge‟ in
International Journal of Management and Social Science Research Review, 2015; 1(14) p: 347.
[7] Venkateswar, A. 2014. „A Socio-Economic Conditions of Handloom Weaving: A Field Study in Kallidaikurichi of
Tirunelveli District‟ in International Journal of Social Science & Humanities Research, 2(2), pp 38-49
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FACTORS OF WORK STRESS AMONG TEACHERS IN PRIVATE

SCHOOLS
S.BALA MURALI
Assistant Professor, Department of BBA, DG Vaishnav College, Chennai.
J.P.JAIDEEP
Head & Associate Professor, Department of BBA, DG Vaishnav College, Chennai.
Dr.L.VIJAYAKUMAR
Assistant Professor, PG & Research Department of Commerce,
St. Joseph’s College of Arts & Science (Autonomous), Cuddalore. Tamilnadu, India.
ABSTRACT
Teaching calling was once seen as a ‘low pressure occupation’ and but now in the recent researchers it is apparent
that teaching is also one of the stressful industry. Be that as it may, some ongoing investigations propose that school
staff is among the most vulnerable group for stress proness.. The current examination was directed to investigate by
questionnaire towards factors inducing work pressure. Convenience sampling methods were followed. Correlation
and ranking method were used for data analysis. From this study, it was found that Results of students, Salary &
increment, Job security, Students’ behavior, Additional Duty, Work Culture, Job satisfaction are the factors of stress of
private school teachers.
Keywords: Stress, Academic pressure, Managing Stress, and Job Insecurity.
INTRODUCTION
Stress is a term normally used to depict sentiments of strains or weariness for the most part connected with work
over-burden or on the other hand excessively requesting work. Stress is characteristic marvel in a person’s day by
day life. . Stress alludes to the strain from the contention between our outer condition and us, prompting enthusiastic
and physical weight. In our quick paced world, it is difficult to live without pressure, regardless of whether you are an
understudy or a working grown-up. There is both positive and negative pressure, contingent upon every individual’s
special view of the strain between the two powers. Stress bears pondering consequences for both the workers and
the business. In the work environment, it can serve to upgrade a person’s inspiration, execution, fulfillment and
individual accomplishment. As it were, stress is viewed as any weight which surpasses the person’s ability to keep
up physiological, mental as well as passionate dependability. A few people have elevated levels of resilience for push
and flourish very well notwithstanding a few stressors in the earth. Then again a few people can’t perform well with
the exception of when subject to a degree of stress that initiates and empowers them to invest their best amounts of
energy. This shows that singular contrasts may make some decipher these stressors as positive pressure or Eustress
(which invigorate them), while other experience negative pressure or misery (which degrades their endeavors). These
impacts might be present moment and reduce rapidly or they may keep going long time.This intrigue has reflected
itself in a consistently expanding research direction into word related pressure, the effect of life occasions, worry with
a blossoming and edgy scope of examinations being embraced into the sources and indication of stress, it was felt that
we should ‘step back’ and ponder what ought to or should be done, that is to concentrate on needs or issues or issue
zones of significance.
●● To know the factors inducing work stress on the private school teachers in Pondicherry
●● T
o understand effect of stress on work performance and to give suggestions to private school management to
reduce and manage stress level of teachers.
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HYPOTHESIS
There is no relationship performance indicator results and salary & increments.
There is no relationship between work life balance and work culture.
There is a no relationship student’s behavior and job satisfaction of teachers.
The type of research was descriptive methods. A sum of 140 surveys was dispersed among 140 teachers of various
Private Schools in Puducherry. Convenience sampling method were followed. The primary data collected through
standard Questionnaire and secondary data collected from journals and other sources. Correlation and ranking
method were used for data analysis.
LITERATURE SURVEY
Jeffrey M. Stanton had experienced an investigation on a General Measure of Work Stress. He study concentrated on
the advancement and approval of scores on the Stress in General scale. Three various examples of laborers (n = 4,342,
n = 572, n = 36) gave psychometric and legitimacy proof. All proof combined on the presence of two unmistakable
subscales, every one of which estimated an alternate part of general work pressure. The examinations likewise
brought about significant examples of connections with stressor quantifies, a physiological proportion of interminable
pressure (circulatory strain reactivity), general occupation disposition measures, and goals to stop.
Ramzan examined of information mirrored that the various variables identified with educators stress could fall
under the “personal” and “professional” parts of instructors’ lives. Similarly, he discovered an assortment of wellsprings
of teachers stress factors: they radiated from the antagonistic working conditions in schools, from insufficient
compensation bundles and absence of assets in schools.
Sultana analysed brought about ordering stress into three gatherings: individual stress, job stress and monetary
stress. Notwithstanding, the effect of every single one of the three groups of teacher stress was diverse for various
teachers. It appeared as though a few instructors felt more focused on in view of an assortment of individual and
domestic elements, while different educators felt more compelled due to monetary issues.
Daniel C. Ganster and John had experienced an examination on Work Stress and Employee Health. They explored
and summed up on the writing on work worry with specific accentuation on those investigations that analyzed the
impacts of work attributes on worker wellbeing. In spite of the fact that there isn’t persuading proof that activity
stressors cause wellbeing impacts, the roundabout proof is unequivocally reminiscent of a work pressure impact. This
proof originates from word related contemplates that show contrasts in wellbeing and mortality that are not effectively
clarified by different elements and inside subject contemplates that show a causal impact of work encounters on
physiological and passionate reactions. They contend that reviews depending on self-report of working conditions and
results, regardless of whether cross-sectional or longitudinal, are improbable to add essentially to the collected proof.
At last, they make suggestions for how hierarchical scientists are destined to add to this information.
DATA ANALYSIS:
The important factors of stress are results of students, Salary & increment, Job security, Students’ behavior, Additional
Duty, Work Culture, Job satisfaction and Work life balance have been taken for analysis. Using SPSS correlation and
Ranking analysis has been done.
FINDINGS
Based on Correlation analysis:

The Results of students and the Salary & increment are Negatively Correlated as -.536.The Negative correlation denotes
that there is no relationship performance indicator results and salary & increments. So the results as performance
indicators is an unnecessary stress factor.
The Work life balance and the work culture are Negatively Correlated as - .177. The negative correlation denotes
that there is no relationship between work life balance and work culture. It means teachers are over stressed in work
environment which leads to unhappy personal life.
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The students behavior and job satisfaction are Positively Correlated as .772. The positive correlation denotes that
there is a relationship student’s behavior and job satisfaction of teachers. It means teachers get satisfied when they get
honors and respects which inturn reduces the stress level.
BASED ON RANKING METHOD:

As per ranking method, the variables such as results of students, salary & increment, Job satisfaction, Work Culture,
Students’ behavior, Additional Duty, Job security were ranked as 1,2,3,4,5,6,7 respectively
The results of the students were taken very seriously by the private school managements, which in turn affect the
students critical and logical ability rather it promotes rote learning system and in the other way it creates unnecessary
stress on teachers. Salary & Increments received by private schools teachers were not justified for the work they did.
So they need to work more to run the family. This again leads to stress. Teachers derive job satisfaction from students’
performance and feedback. Other triggers of job satisfaction were not planned by employers. Work culture in many
schools reflected its hostile nature and was not people friendly. No flexibility in work has become its nature in many
private schools. There was no much cooperation among peers, heads and subordinates. Now a days students behavior
and management became a stress trigger for school teachers as there was no good parenting home in most of the
cases, so parenting and nurturing the students falls under teacher purview which gives them stress. In most of cases,
teachers were neither get paid nor get recognition for additional work load assigned by schools. There is no concept
of job security in private schools, majority of respondents felt insecurity about their jobs, which in turn affects their
performance, attendance, turnover and motivation.
It was found that the private school teachers under high level stress from the work environment. These work
stress leads to low attendance, motivation and morale of teachers. The variable low attendance of teacher leads to poor
efficiency in students’ knowledge. Majority of teachers did not like to work under pressure as it leads to poor quality of
teaching and learning, teacher turnover and increased complaints about the employers and work environment. From
this study, it is also clear that only a few teachers want stress to perform better.
SUGGESTIONS
The private school managements must define perfect performance indicators for teachers which brings holistic
development of teachers, schools and society. There is no issue of running behind results and ranks. Salary and
incentives must be at par with the work done by teachers. School management needs to follow standards for salary
and increments. Students’ behaviors should not affect teachers’ mental health, in such a way that private schools
need to do mentorship for students and training for teachers. There must be fair additional pay for additional works;
otherwise teachers will do these jobs with stress. There should be criteria for job security, which teachers stress free
about work environment. The private school managements needs to work on better work culture strategies which
makes the teacher stress free and perform efficiently. It is suggested that schools must conduct periodical health check
up, yoga and meditation for teachers.
CONCLUSION
It is concluded that stress did not result in increasing efficiency and work performance. The suggestions were given
meant for reducing stress, managing stress and increasing the efficiency of private school teachers. Needless to say
that the private management needs to work in stress triggering factors such as Results of students, Salary & increment,
Job security, Students’ behavior, Additional Duty, Work Culture, Job satisfaction and Work life balance to reduce the
stress level of teachers retain them and keep them efficient and effective teachers for long term growth of the private
schools.
SCOPE FOR FURTHER RESEARCH

The study is conducted in Pondicherry only the sample size is 140. No segregation of samples were done. Only
correlation and ranking tools were used to assess the data. If geographical area, Sample size and statistical tools are
changed for further research, the results may vary significantly.
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REFERENCES
[1] S tanton,J.M.,Balzer,W.K.,Smith,P.C.,Parra,L.F.,&Ironson,G. (2001). Ageneralmeasureofworkstress:Thestressingeneral
scale. Educational and Psychological Measurement, 61(5), 866 888. https://doi.org/10.1177/00131640121971455
[2] R
amzan, M. (2012). A Study on Understanding the Factors Contributing To Teachers” Professional Stress in the
Private Schools of Gilgit-Baltistan. Strength for Today and Bright Hope for Tomorrow, 349.
[3] Aswathappa K, Human Resource Management: Text and cases, 2013
[4] S ultana, B, (2012). The Nature and Impact of Teacher Stress in the Private Schools of GilgitBaltistan, Pakistan,
International Journal of Academic Research in Progressive Education and Development, 82,83.
[5] DanielC.et.al,WorkStressandEmployeeHealth:AMultidisciplinaryReview,https://doi.org/10.1177/0149206313475815
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COMPARATIVE STUDY ON QUALITY OF WORK LIFE AMONG

PRIVATE & GOVERNMENT SCHOOL TEACHERS IN CHENNAI CITY
G.ANITHA DEVI
Assistant professor, Research scholar, PG & Research Department of Commerce,
Sri Kanyaka Parameswari Arts and Science College for Women, Chennai.
Dr.K.VINOTHA
Head, PG & Research Department of Commerce, Sri Kanyaka Parameswari Arts and Science College for Women, Chennai.
ABSTRACT
Education is the only instrument to bring about desirable social change. The importance of education is quite clear: it
is the knowledge of putting one’s potentials to maximum use. Teachers play a vital role in imparting their knowledge
to the current generation and shape up their future. However, in this process, the quality of work life of the teaching
fraternity is taken a toll in many occasions. The present study is an attempt to compare the quality of work life among
private and government school teachers with special reference to Chennai city. A sample of 220 teachers in private and
government schools were taken and the quality of work life of the teachers of the respective schools is identified in
various dimensions. The study was based on exploratory research and the data was collected through questionnaire.
Statistical tools such as descriptive statistics, percentage analysis, correlation, t-test and factor analysis were applied.
The results found that few dimensions of quality of work life such as job satisfaction, good working environment
and working conditions were found in private school teachers. Government teachers had relatively higher level of
satisfaction regarding adequate and fair compensation which implied that they had better quality of work life in the
financial perspective.
Keywords: Education – Dimensions - Quality of Work Life – Teachers.
INTRODUCTION
Quality of work life is the range to which employees of the organization are having capacity to fulfill essential own
commitment by means of their exposure. Quality of work life has attained earned eminence in the organizational
behavior as an index of total human knowledge in the job place. It performs an important role in any concern and has
effect of the employee and their job and performance, self-advancement and company enhancement. It concentrates
on formulating effective situation where workers perform collaboratively and attain outcome collectively. In current
scenario, fast-paced globe, the employment surroundings are extremely different. Nowadays it is occasional for
teachers to remain with only one school in their whole serviceable life. This is applicable to private school teachers.
The reason being better prospect in form of good management, high pay package, other benefit like government school
teachers,. Educational institutions is having urgency to maintain them. Teachers in government schools are facing many
problems with the students who are not good in discipline, inefficiency in the school management, bad infrastructure,
heavy strength, etc. So the level of job satisfaction is low while compared to private school teachers. Besides, many
teachers these days observe they are engaging tougher in situation, hastier in job and prolonged hours than ever
earlier. Prevalence of occupation oriented stress of a teacher is more compared to any other profession. Teachers
need to adhere to the situation both at job and at home as well. Quality of Work Life has to be given importance by any
educational institution as it offers pleasant going and happiness to the staff members. Quality of work life is providing
with good salary, yearly hike in pay in terms of incentive and increment, perks, and gratuity, pension and other
retirement benefits, work protection, excellent recognition to the deserving candidate for promotion, appreciation
and profession enlargement facilities.
VARIABLES USED FOR THE STUDY:
●● Good working environment

●● Organizational support
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●● Facilities at work
●● Adequate fair and equal compensation
●● Growth and development opportunities
CONCEPTUAL MODEL OF THE STUDY :
Quality of work life deals with the quality of interconnection between staff and the total working environment. It talks
either appropriate or inappropriate work environment where people work. In other words, it is an approach deals with
the institutional wide climate of work and the impact that the work has on staff as well as on institutional efficiency.
Apart from this, salary, workforce expect to have benefits from their work such as challenge and achievement, career
development and growth, balance between work and family life, a harmonious working climate and a supportive
managerial style. (Tung-Chun Huang, John Lawler, Ching-Yi Lei, 2007). The institutions providing better quality of
work life and encouraging working environments are likely to have power in recruiting and retaining valuable people.
(May, Lau & Johnson, 1999). A good educational climate is essential for the progress of proficient, responsible and
competent people. (Ishwara. P & V. Murugaiah, 2009).
Of late, there has been a rising amount on the professional identity of teachers, their visions and beliefs about
teaching, and their recognition with their profession (e.g. Van Dick and Wagner, 2002; Denessen, 1999; Verloop, 2003).
Information has been created about the organizational behaviour of teachers in government schools, but the same
cannot be said about teachers in privately funded schools. There is a limited research about the organizational behaviour
of teachers in privately funded schools. It is not possible to treat the private school teachers at par with government
school teachers and measure their performance in a similar manner. In order to get an enhanced understanding of their
organizational behaviour, Dempster et al (2001) have described how achievement-oriented philosophy in education
is related with the preface of market instrument in schooling. Witt and Carlson (2007) also stated that people with
higher work skills and facing high levels of work-family imbalance are likely to maintain their work drive to exert force
and sustain effective performance. In such cases, by offering considerable organizational support, such as improved
resources, mutual tasks, and an outlook that constant effort equals desired results organizational support can be a
moderator between workplace bullies, job performance, and turnover intention.
SCOPE OF THE STUDY

Education sector is one of the most satisfying sector in a life of an individual. Teaching job is one of the highly respectful
jobs in our society as it creates foundation to the upcoming generation by all means. The education sector is basically
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divided into two major parts, that is, Private education sector and Government education sector. Chennai can also be
called as the educational hub as it gives tremendous importance to the education of every individual. Now, when it
comes in aspect of school teaching jobs in Chennai, the nature of job and lifestyle is quite different when it comes to
private schools and government schools.
Moreover, the provision of a high quality education system depends on high quality teachers. High teacher morale,
relevant subject knowledge, and the teachers specialized teaching skills are central to quality teaching and learning
(Bolin, 2007). Therefore, if the teacher has to teach in a high quality style, proper and good work life is needed. Thus,
the main aim of the comparative study is to identify the quality of work-life of teachers in private and government
schools in the city of Chennai which will give an idea of how the teachers find a good balance between their job and life
to reach a standard quality of work life.
STATEMENT OF THE PROBLEM:

Researchers say that due to low pay and high demand on performance, teachers are experiencing high imbalance
quality of work life. Analyzing this statement, it cannot have the conclusion that only private teachers are facing this
problem. Even in Government schools, teachers are striving hard to fulfill the requirements laid by the Government,
since there is lack of proper environment. These things are adversely impacting their performance at work and at
home. Therefore, it is very important to find out if significant quality of work life exists among teachers of private
and government schools.
●● The sample of the present study was taken only from school teachers and hence it cannot be generalized.
●● The sample for the study had been drawn from Chennai only.
RESEARCH GAP:
The previous research reveals that most of the studies have been carried out on various aspects of quality of work life
but very few studies in this area could be found which provides detailed information regarding a comparative study
of quality of work life among the private and government school teachers in Chennai city. Since these teachers are the
only scapegoat of the educational institutions, the comparison of the quality of their work lives will be an eye opener
to private as well as government institutions in improving the work environment of these faculties.
METHODOLOGY
RESEARCH DESIGN:
Descriptive survey design was used to analyze the quality of work life among the private and government school
teachers in Chennai city.
SAMPLE:
The present study is based on primary data and secondary data. In this research, primary data is collected from faculty
members of government and private school teachers from Chennai city with the help of questionnaire. The secondary
data have also been collected from journals, books.
SAMPLE SIZE:
A total of 220 responses have been considered complete and valid for data analysis. Keeping into consideration the
objectives of the study, a structured questionnaire was prepared to meet the objectives.
RESEARCH HYPOTHESES:
●● Government and private school teachers significantly differ on the perception of quality of work life.
●● Age of the teachers significantly differ on the quality of work life.
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ANALYSIS AND DISCUSSION
TABLE -1 DESCRIPTION OF THE SAMPLE
Particulars Sub Group Private Government

Gender Male 50(45%) 75(68%)
Female 60(55%) 35(32%)
Marital Status Married 80(73%) 96(87%)
Un married 31(27%) 14(13%)
Age 22-32 63(57%) 31(28%)
33-43 35(32%) 23(21%)
44-55 8(7%) 45(41%)
56-66 4(4%) 11(10%)
Source : Computed Data
TABLE 2 DESCRIPTIVE STATISTICS OF QWL
Sub scale of QWL Private Government

Mean SD Mean SD
Good working Environment 3.217 0.728 2.613 0.632
Organizational Support 3.621 0.723 3.223 0.674
Facilities at work 3.023 0.662 2.626 0.745
Adequate fair and equal compensation 3.016 0.823 3.454 0.867
Growth and development opportunities 2.817 0.875 3.567 0.823

According to Table 2, private school teachers agreed to some extent as the factor good working environment had
a mean perception (M= 3.217, SD = 0.728). Private school teachers demonstrated highest mean score on receiving
organizational support (M= 3.621, SD = 0.723) from their organizations. The growth and developmental opportunities
had a mean perception (M= 2.817, SD =0.875). The mean score was found on adequate fair and equal compensation
(M=3.016, SD = 0.823), meaning they were somewhat agreed or satisfied with their salary packages. Government school
teachers demonstrated good working environment (M=2.613, SD = 0.632) and facilities at work (M=2.62, SD = 0.74)
had the least scores which explained the lack of infrastructure in the government schools. However, organizational
support, (M = 3.223, SD = 0.672), adequate fair compensation,(M = 3.454, SD = 0.867), growth and development
opportunities (M = 3.567, SD = 0.823) had a reasonable mean and standard deviation with regard to Government
school teachers.
To compare private and Government school teachers’ perceptions of their QWL, t-test was used for the study.
Results are presented in Table 3
TABLE 3 COMPARISON OF PERCEPTION OF QWL BETWEEN PRIVATE AND GOVERNMENT SCHOOL TEACHERS
Subscales Sectors n Mean SD T P

Good working Environment Private 110 3.217 0.728 -9.623 0.000
Government 110 2.613 0.632
Organizational Support Private 110 3.621 0.723 4.645 0.000
Government 110 3.223 0.674
Facilities at work Private 110 3.023 0.662 10.378 0.000
Government 110 2.626 0.745
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Adequate fair and equal compensation Private 110 3.016 0.823 -17.342 0.000
Government 110 3.454 0.867
Growth and development opportunities Private 110 2.817 0.875 8.573 0.000
Government 110 3.567 0.823

According to Table 3, private and government school teachers significantly differ on each dimension of the QWL
construct. private school teachers demonstrated significantly higher mean score on the dimensions of organizational
support than that of government school teachers with t= 4.645, P ˂ 0.05; facilities at work as compared to government
school teachers with t= 10.378, P ˂ 0.05; and growth and developmental opportunities than that of government school
teachers with t= 8.573, P ˂ 0.05. government school teachers, however, significantly demonstrated higher mean score
on good working environment than that of their private school teachers with t= -9.623, P ˂ 0.05; and on adequate and
fair compensation compared to that of Government school teachers at t= -17.342, P ˂ 0.05.
TABLE-4 PEARSON CORRELATION BETWEEN AGE AND PERCEPTION ON THE QUALITY OF SCHOOL WORK LIFE
Sectors Age Vs QWL P N

Government Teachers 0.074 0.03 110
Private Teachers 0.032 0.31 110

The results showed that there was significant (however, low) positive relationship between age and quality of
work life for Government teachers 0.074, n=110, P = 0.03, whereas there was insignificant relationship between age
and QWL for private teachers 0.032, n=110, P = 0.31.
CONCLUSION:
The present research revealed that Government teachers demonstrated higher mean score on the dimensions of
organizational support and growth and developmental opportunities than Private teachers; whereas, private teachers
demonstrated a significantly higher mean score on good working environment and working conditions significantly
as compared to their Government teachers. Government teachers had relatively high level of satisfaction regarding
adequate and fair compensation. This research further revealed that there was significant (however, low) positive
relationship between age and quality of work life for Government teachers whereas there was insignificant relationship
between age and QWL for private teachers.
BIBLIOGRAPHY :
[1] T
ung-Chun Huang, John Lawler, and Ching-Yi Lei, 2007 — The effects of Quality of Work Life on Commitment
and Turnover intention, Social Behavior and Personality, 35( 6), 735-750
[2] May,Lau &Johnson, 1999—A longitudinal study of QWL and Business performance’, South Dakota Business
Review, 58(2), pp 3-7.
[3] I shwara.P & V. Murugaiah, 2009—Organizational Commitment of University Teachers (A case study of Karnataka
State), GITAM Journal of Management, 7(3), pp 82-96, July-Sep 2009.
[4] V
an Dick, R. and Wagner, U. (2002), “Social identification among schoolteachers”,EuropeanJournal of Work
and Organizational Psychology, Vol. 11 No. 2, pp. 129-49
[5] V
erloop, N. (2003), “De Leraar”, in Verloop, N. and Lodewyck, J. (Eds),Onderwijskunde, WoltersNoordhoff,
Groningen, pp. 194-234
[6] D
empster, N., Freakley, M. and Parry, L. (2001), “The ethical climate of public schooling underthe new public
management”,International Journal of Leadership in Education, Vol. 4No. 1, pp. 1-12.
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[7] W
itt, L.A.; Carlson, D.S. The work-family interface and job performance: Moderating effects of conscientiousness
and perceived organizational support. J. Occup. Health Psychol. 2006, 11, 343–357.
[8] D
jurkovic, N.; McCormack, D.; Casimir, G. Workplace bullying and intention to leave: The moderating effect of
perceived organisational support. Hum. Resour. Manag. J. 2008, 18, 405–422.
[9] D
empster, N., Freakley, M. and Parry, L. (2001), “The ethical climate of public schooling underthe new public
management”,International Journal of Leadership in Education, Vol. 4No. 1, pp. 1-12.
[10] W
itt, L.A.; Carlson, D.S. The work-family interface and job performance: Moderating effects of conscientiousness
and perceived organizational support. J. Occup. Health Psychol. 2006, 11, 343–357.
[11] D
jurkovic, N.; McCormack, D.; Casimir, G. Workplace bullying and intention to leave: The moderating effect of
perceived organisational support. Hum. Resour. Manag. J. 2008, 18, 405–422.
[12] B
olin F. A study of teacher job satisfaction and factors that influence it. Chinese Educational Society. 2007;
40(5):47-64.
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A STUDY ON AWARENESS LEVEL OF CYBER CRIME & CYBER

SECURITY AMONG COLLEGE STUDENTS
J. GAJAVALLI
Assistant Professor, Department of Computer Science, Sri Kanyaka Parameswari Arts & Science College for Women
S. LAKSHMI
Company Secretary, Executive Program, ICSI
S. SOUNDARI
Student III B.Sc. (Computer Science), Sri Kanyaka Parameswari Arts & Science College for Women
C. KANTA KUMARI
Student III BCOM, Accounting & Finance, Sri Kanyaka Parameswari Arts & Science College for Women
ABSTRACT
Technology has made revolutionary changes in our lives. It has improved our lives and has made things faster and
convenient than before. Researchers say ‘Birth of the internet is the most important technological innovation as it
helps to envision the world without geographical hurdle’. But, the usage of the internet in a judicious & a productive
manner plays a vital role. Due to lack of proper knowledge and awareness this has led to the increase in cyber-attacks.
This paper presents the findings of a survey that evaluates the cybercrime and the awareness of cyber security threats.
This paper also intends to study the various precautionary steps taken by the students while using the internet. The
survey was conducted and data were gathered from college students in Chennai. A questionnaire survey was conducted
among 201 college students of Chennai to collect the required data.
Keywords: Cybercrime, Youth, Awareness, Cyber Security, Precautions.
INTRODUCTION
Cyber Crime:
Cybercrime is defined as an unlawful act that involves a computer and a network, which is punishable by the state,
which harms not only an individual, but also the community or the nation’s security and the financial health. Mostly
these activities are carried out by individuals or organisations that are termed as cyber criminals or hackers who want
to make money. These hackers aim to damage the computer system to steal the price sensitive information and sell to
make profit out of it. The cybercrime is broadly classified into –
Fig 1. Classification of cybercrime
The various common forms of cybercrimes are listed below from the website [14] –
●● Phishing: using fake email messages to get personal information.
●● Identity theft: misusing personal information, corporate date, card payment data
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●● Hacking: control over the websites and a computer network that is shutting down or misusing
●● Inciting terrorism
●● Spreading child pornography in the server
●● Grooming: making sexual advances to minors.
●● Spam: sending unsolicited bulk emails over the internet
●● R
ansom ware attack: where the criminals demand the victim to pay a ransom in order to regain the access
to their computer.
●● M
alware attacks: are those which take control over the victim’s computer and executes unauthorized actions.
Some of the types of malware are – Trojans, Worms, Spyware, etc.,
The below figure describes the cyber cases of Noida in the year 2020 and the cases which was increased to 2500 with
in two years, most cases unsolved. [13]
Fig 2. In Times of India- Noida cyber cases
CYBER SECURITY:
Cyber security is the process to mitigate the security threats in order to protect the reputation loss, business loss or
monetary loss of any organization and the nation’s security as a whole. Cyber security aims to – Protect Data, Enforce
Central Intelligence Agency (CIA) and Hamper unauthorized access to the data thereby controlling the cyber-attacks
in the economy. Some of the cyber security software’s are – Q Radar Advisor & Watson, Wire shark, Crypto stopper,
Solar winds mail assure, Nessus, etc.,
To curb the cyber-attacks in the economy, CYBER SOCIETY OF INDIA was incorporated on 6th July, 2004 which has
its Vision as - ‘to build a Peaceful, Ethical and Cyber Netizen Society and its Mission – to provide advisory services and
to promote a good cyber netizen society.[15]
Besides this organization, India has also enacted few Cyber Laws. They are –
●● IT Act of India 2000
●● National Cyber Security Policy, 2013
●● Cyber Swachhta Kendra.

●● To study the demographic profile of the respondents.
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●● To know the awareness of Cybercrime and Cyber security among College students.
●● To know the opinion of the respondents regarding cyber security in their day-to-day life.
The research is explanatory in nature. Primary data was collected using Google forms. It was circulated through
WhatsApp. The data was collected from 201 respondents among college students of Chennai. The data collected was
analyzed and interpreted using simple frequency and percentage analysis and depiction through charts.
LIMITATIONS OF THE STUDY

The study was conducted only among college students in Chennai city of Tamil Nadu. One cannot generalize the finding of the
study to the country. The forms were circulated among known people. So, it is a selective sampling and not a random sampling.
Dušan Lesjak, Moti Zwilling, Galit Klein (2019), Research paper titled “Cyber Crime and Cyber Security
Awareness among Students: A Comparative Study in Israel and Slovenia”- This paper aims to uplift the cyber
awareness of individuals to train them for a safer work life. This paper highlights that the responders with professional
knowledge in computer science had shown a positive connect to cyber security awareness.
Moanes H. Tibi, Kholod Hadeje B.Ed, Bashier Watted (2019), Research paper titled “Cybercrime Awareness
among Students at a Teacher Training College (IJCTT)” - The purpose of the study is to examine the level of
awareness of cybercrime and to analyze how the other factors affect the awareness level. The study reveals that the
level of cybercrime awareness is inadequate and the other factors affecting or prior computer knowledge did not have
any correlation and the susceptibility to become a victim of cyber-attack.
Sreehari A, K.J Abinanth, Sujith B, Unnikuttan P.S, Mrs.Jayashree (2018), Research paper titled “A Study of
Awareness of Cybercrime Among College Students With Special Reference To Kochi”- This paper aims to study the
awareness of cybercrime among college students in Kochi, analyze the awareness of various government schemes available
and also to find out the precautions taken by the user to prevent cybercrime. This paper concludes that respondents are more
aware about the hacking aspect in cybercrime than the other types and the respondents also say that, though they spend more
than 2 hours in the internet they are not aware of the cybercrime laws.
Senthilkumar.K. and Sathishkumar Easwaramoorthy VIT Univeristy (2017) “A Survey On Cyber Security
Awareness Among College Students In Tamil Nadu” The paper aims to analyze the awareness of cyber security and the
suggestions given by the respondents to overcome these issues and it concludes that the college students in Tamil Nadu are
having exceptional knowledge on Cyber related issues.
FINDINGS
●● A
ge: Out of 201 respondents 91.5% belong to age group between 15 and 20 and 8.5% belong to the age group
between 21and 30 years.
●● 1
0.4% of the respondents accept that they have been affected by cybercrime and 89.6% of the respondents are
not affected by cyber-crime as per the study.
●● B
etween the age group of 15 &20, 83.5% of the respondents are not affected by any of these [Hacking Attempt,
Malware, Fraudulent E – Mails, Virus Attack].
●● 56.7% of the respondents believe that every organisation should have its own cyber security system.
●● W
hen considering the factors: Money, Reputation, Service Quality and Competitive Edge, 46.3% of the
respondents think that all of these factors are affected due to cyber-crime.
●● 5
2.2% of the respondents agree that the laws in effect are able to control cyber criminals, 35.3% of the
respondents are neutral and 12.5% disagree.
●● 52.2% of the respondents do not use any antivirus for their computer system protection.
●● 69.2% of the respondents are not aware of security testing applications.
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●● 78.6% of the respondents believe that the losses occurred due to cybercrime play a major role in society.
●● 67.7% of the respondents are aware of the presence of cyber society of India association.
●● 5
3% of the respondents feel that Facebook is more vulnerable to cyber-attacks compared to other apps and
also 18% of the respondents feel that cyber-attacks occur in other mediums, excluding Face book, WhatsApp,
Instagram, and YouTube.
●● 41.8% of the respondents feel that they can secure/strengthen their security by changing password frequently.
DATA ANALYSIS THROUGH CHARTS
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SUGGESTIONS & CONCLUSION

In today’s world, technology has become a vital part in our life. Technology is both a boon and a bane. So, it should be
used carefully to avoid ourselves from getting trapped into the web of cybercrime. People should be cautioned and
made aware about the various cyber threats happening and the security measures provided by the Law. From the
survey conducted, respondents have suggested few tips how not to become a victim to cybercrime –
●● Encrypt the data
●● Use of strong password & frequent change of password
●● Use of Anti-virus,
●● Use of firewall to control the web traffic
●● Updating Operating System
●● Access restricted information
●● Back up data
●● Intrusion detection installation
●● Not getting fooled by spam calls, Sms or flash advertisements etc.,
Thereby would come to a conclusion that awareness on cybercrime is most essential and is to be known by
children at high school level as everything is made available online and they have to know how not to get trapped in
such activities which thereby lowers the risks of cyber threats and improving the cyber awareness in the economy.
Finally, this paper research is based on a comparative study of Israel and Slovenia, which creates an opportunity
to learn and benefit from each other on the implication of cyber awareness in higher education and take into account
additional factors that contribute to successful implementing efficient cyber security courses and programmes into
higher education and therefore lowering the risks of cyber threats as well as improving the cyber knowledge and
awareness in the societies of both countr
REFERENCES
[1] D
ušan Lesjak, Moti Zwilling, Galit Klein, “CYBER CRIME AND CYBER SECURITY AWARENESS AMONG
STUDENTS: A COMPARATIVE STUDY IN ISRAEL AND SLOVENIA” Issues in Information Systems Volume 20,
Issue 1, pp. 80-87, 2019.
[2] M
oanes H. Tibi, Kholod Hadeje B.Ed, Bashier Watted, “CYBERCRIME AWARENESS AMONG STUDENTS AT A
TEACHER TRAINING COLLEGE (IJCTT)” International Journal of Computer Trends and Technology (IJCTT) –
Volume 67 Issue 6 - June 2019 ISSN: 2231-2803.
[3] S reehari A, K.J Abinanth, Sujith B, Unnikuttan P.S, Mrs.Jayashree , “A STUDY OF AWARENESS OF CYBER CRIME
AMONG COLLEGE STUDENTS WITH SPECIAL REFERENCE TO KOCHI” International Journal of Pure and Applied
Mathematics Volume 119 No. 16 2018, 1353-1360 ISSN: 1314-3395 Special Issue
[4] S enthilkumar .K. and Sathishkumar Easwaramoorthy VIT Univeristy, “A SURVEY ON CYBER SECURITY
AWARENESS AMONG COLLEGE STUDENTS IN TAMIL NADU”14th ICSET-2017 IOP Publishing IOP Conf. Series:
Materials Science and Engineering 263 (2017) 042043 doi:10.1088/1757-899X/263/4/042043
[5] https://www.researchgate.net
[6] https://acadpubl.eu
[7] http://www.lconews.com
[8] https://www.google.com
[9] https://www.kaspersky.co.in
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[10] https://www.government.nl
[11] https://iopscience.iop.org
[12] https://en.wikipedia.org
[13] h
ttps://timesofindia.indiatimes.com/city/noida/cybercrime-up-by-600-in-2-yrs-and-most-cases-unsolved/
articleshow/78326080.cms
[14] https://www.government.nl/topics/cybercrime/forms-of-cybercrime
[15] https://www.cysi.in/
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A STUDY ON CUSTOMER PERCEPTION ON REBRANDING IN

TELECOMMUNICATION SERVICES WITH SPECIAL REFERENCE TO
AIRTEL IN CHENNAI CITY
L.MADHUMITHA
Research Scholar, Ph.D (Part time), Department of Commerce, S.R.M Arts & Science College,
Affiliated to University of Madras, Kattankulathur-603 203.
[email protected]
Dr. V.NAVANEETHA KANNAN

Assistant Professor & Research Supervisor, Department of Commerce, S.R.M Arts & Science College,
Kattankulathur-603 203
ABSTRACT
A company can take rebranding strategy for some grounds. Creating a new brand or rebranding the old one is quite
challenging task. To make rebranding as a strong marketing strategy which delivers the desired result, the company
must consider the customers perception towards it. Customer perception means every customers interprets the
information they receive in their own ways. Therefore the objective of the study is to evaluate the effects of Airtel
rebranding on customer perception.
Key words: Brand, Rebranding and Customer Perception.
INTRODUCTION:
Branding plays a vital role in marketing. It is one of the strategic tool which helps to remember the products or services
in the minds of the customer. Brand image is the reflection of the opinion of the customers towards the brand. A good
brand offers a set of benefits that extends beyond the features of their products. Branding is primarily a practice of
creating a brand identity, rebranding therefore aims to create brand re-identity. The process of changing the corporate
image of the organisation is known as Rebranding. It is the creation of new name, symbol in order to differentiate the
position of the organisation in the minds of the customers from its rivals. It can be radical change or a minor change.
Customer perception means every customers interprets the information they receive in their own ways. It is a process
in which customer choose, arrange and interpret the information to create a clear picture of the brand or the product.
This study is a step taken by the researcher to analyse the customer perception on rebranding of telecommunication
services with special reference to Airtel in Chennai city.
LITERATURE REVIEW:
Africa Makasi, Krishna Govender, Nyasha Madzorera (2014), investigated rebranding and its effects on consumer
perception. The study revealed that rebranding has positive effects on consumers’ perceptions and can be used
as a marketing tool in order to gain competitive advantage and has an impact on the financial performance of an
organization.
Alexander C.Tevi (2013), investigated the impact of multiple rebranding on the loyalty of the network’s subscribers
and the general attitude to the Nigerian towards branding in the telephony business. The result showed clearly that in
Nigeria, an emerging market where gsm lines are the only source of telephony to the majority of the people, subscribers
are aware of such phenomenon as multiple rebranding, but are indifferent to it, in so far as the network gives them the
needed telecommunication services and has good customer relations.
Annod E. Haddad et al(2012) analyzed the effect of the perceived quality of service of the rebranded
telecommunication companies Fastlink and Mobilecom on customer satisfaction research found that reliability has
the most significant influence on customers satisfaction and responsiveness has the least significant effect.
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Caroline plewa et al (2011) examined the impact of rebranding awareness and attitude towards rebranding on
the members perceived value of their membership, satisfaction and their commitment. The research recreated that a
rebranding exercise can be used to enhance the member’s perceptions and relationship with the brand.
Frank Frimpong Opuni and Michael Sarkodie Baffoe (2013) investigated the contribution of a rebranding exercise
undertaken by Vodafone Ghana,Ghana commercial Bank and Ghana Oil co. Ltd using the principles of rebranding
proposed by Merrilees and Miller (2008). The result showed that rebranding shouldn’t be undertaken during a period
of vacuum but should be guided by the principles to realise the utmost potential.
OBJECTIVE OF THE STUDY:
●● To evaluate the effects of Airtel Rebranding on Customer Perception.

●● To measure the satisfaction level of the Customers on Airtel Rebranding.
The study is designed as a descriptive and analytical one. It is based on both primary and secondary data. Primary
data were collected using the questionnaire. The first part of the questionnaire consist of demographic details of the
respondents and for the later part of the questionnaire Likert five point scale were used to obtain the response from
the respondents. The sample size is limited to 104 and convenience sampling technique was adopted. Percentage
analysis and chi-square test were used as a statistical tool for this research.
LIMITATION OF THE STUDY:
●● In this study convenience sampling method was adopted and it has its own limitations.
●● The sample size is limited which may not represent the opinion of the population.
●● Time constrains is the next major limitation.
●● The personal bias of the respondent is another cause of the limitation.
●● The study is restricted to Chennai city only.
DATA ANALYSIS AND INTREPERTATION OF FINDINGS:

The following table shows the demographic details of the respondents taken as sample for this research. The percentage
analysis was used to interpret the respondent groups.
PROFILE FREQUENCY PERCENTAGE
GENDER Male 38 36.5
Female 66 63.5
AGE 18-25 years 40 38.5
26-35 years 32 30.8
36-45 years 14 13.4
Above 46 years 18 17.3
OCCUPATION Professional 18 17.3
Salaried 20 19.2
Self employed 8 7.7
Home makers 28 26.9
Student 24 23.1
Retired 6 5.8
FAMILY INCOME Below 1,00,000 44 42.3
1,00,000 -2,00,000 14 13.5
2,00,000-3,00,000 16 15.4
Above 3,00,000 30 28.8
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INTERPRETATION:
From the above table, it is inferred that out of 104 respondents 63.5% were female and the remaining 36.5% were
male. The majority of 38.5% of the respondents were falls under the age group of 18-25 years. Among the respondents
the majority of 42.3% were falls under the income group of below Rs.1,00,000 and 26.9% of the respondents were
homemakers.
CHI-SQUARE ANALYSIS:
One of the important tools among the various statistical techniques is chi square test. It is generally used to compare
the observed data with expected data of the variables according to the specific hypothesis. In this study it is used for
analyzing the significant relationship between (i) years of usage and the overall perception (ii) between age and the
customer satisfaction level.
SIGNIFICANT RELATIONSHIP BETWEEN YEARS OF USAGE AND THE OVERALL PERCEPTION

H0: There is no significance relationship between the years of usage and the overall perception of rebranded Airtel.
H1: There is significance relationship between the years of usage and the overall perception of rebranded Airtel.
Chi- square Value DF Table Value

Pearson’s Chi- square 26.7 9 16.92
As the calculated value of chi-square (26.7) is greater than the table value (16.92) at 5% level of the significance,
the null hypothesis is rejected. Therefore it is concluded that there is significance relationship between the years of
usage and the overall perception of rebranded Airtel.
SIGNIFICANT RELATIONSHIP BETWEEN AGE AND THE SATISFACTION LEVEL

H0: There is no significance relationship between the age and the satisfaction level of customers of rebranded Airtel.
H1: There is significance relationship between the age and the satisfaction level of customers of rebranded Airtel.
Chi- square Value DF Table Value

Pearson’s Chi- square 14.2 9 16.92
As the calculated value of chi-square (14.2) is less than the table value (16.92) at 5% level of the significance, the
null hypothesis is accepted. Hence it is deduced that there is no significance relationship between the age and the
satisfaction level of customers of rebranded Airtel.
CONCLUSION:
This research is aimed to study the effect of Airtel rebranding on customer preference. Rebranding is a one of the
powerful tools that helps the organization to withstand the market with the present competitive situation, if it’s
used in a correct manner. The study revealed that the majority of the respondents were aware of the rebranding
activity that took place in Airtel. They agreed that rebranding made the brand more fresh and vibrant. It is also
revealed that the majority of the respondents agreed that they are like being associated with the rebranded
Airtel more than the old one as it improved the range of service and the reliability and timeliness of their service.
Overall conclusion from this study statistically revealed that the rebranding has a positive effect on customer
perception in Chennai city.
REFERENCES:
[1] M
akasi, A., Govender, K., & Madzorera, N. (2014). Re-Branding and Its Effects on Consumer Perceptions: A Case
Study of a Zimbabwean Bank. Mediterranean Journal of Social Sciences, 5(20), 2582-2588.
[2] A
lexander C Tevi (2013) The Effect of Multiple Rebranding on Customer Loyalty in Nigerian Mobile Telephony
International Journal of Marketing Studies Vol 5,Iss.2 pp. 120-130.
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[3] A
nnod E. Haddad ,Hani Al-Dmour and Zu’bi M.F. Al-Zu’bi (2012) European Journal of Social Sciences, Perceived
Service Quality and Customer Satisfaction: An Empirical Investigation of the Rebranded Telecommunication
Companies in Jordan, Vol 34, No.1, pp.118-137
[4] P
lewa, C., Lu, V. and Veale, R. (2011), «The impact of rebranding on club member relationships», Asia Pacific
Journal of Marketing and Logistics, Vol. 23 No. 2, pp. 222-242.
[5] F
rank Frimpong Opuni and Michael Sarkodie Baffoe (2013),”The Effectiveness of Rebranding as a Comparative
study of Ghanaian Business using the principles of Corporate Rebranding”,Journal of Marketing and
Management,4(2),pp.69-77.
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IMPACT OF BURNOUT IN QUALITY OF WORK LIFE AMONG THE

COLLEGE TEACHERS IN CHENNAI CITY
P.VINODHINI
Research Scholar, Department of Management Studies, SCSVMV University, Enathur, Kanchipuram.
Dr.V.RAMANATHAN
Associate Professor, Department of Management Studies, SCSVMV University, Enathur, Kanchipuram
ABSTRACT
Human Resources is one among the valuable resource to an organization. They are considered ‘vitality’ to an
organization. Human behavior is highly complex in nature. The challenge lies not in controlling this energy, but to
enable the people who give their best resource. Therefore it becomes most important to give concentration on the
‘corporate eminence’ to develop the performance of both the organization as well as the employee. Handling human
resource is a challenging task as it is emotionally charged and unpredictable. Hence it becomes mandatory to get them
to be motivated, which in turn ultimately adds more value to the organization.
INTRODUCTION
The employees in an organization encounter high degree of job involvement, sense of competence and job satisfaction.
This will increase the intrinsic motivation, low employee truancy, lesser turnover and commanding level of performance
which will lead to higher productivity. This will benefit the employees and the organization, and emerge when Quality
of Work Life of an organization is high. (Uma Sekaran, 2004).
CONCEPT OF QUALITY OF WORK LIFE

Various organisations have understood that QWL as a means of increasing production reducing expenses as a way of
increasing productivity and reducing the disputes among the management and the employees.
According to Richard.E Walton, QWL proposing eight conceptual categories comprises requisite and decent
compensation, sale and sound working conditions, immediate occasion to use and increase human amplitude,
subsequent opportunity for sustainable growth and asylum, social integration in the organisations, constitutionality
in the work organisation balanced role of job in the life space and social relevancy of work.
Qualities of Work Life express the overall achievement, expressed by the employees from their job. Progress in
employee satisfaction and greater performance are the functions of powerful interaction between the nature of job
system and willing to work in organization and job technology, management processes, awareness, skill and employee
approach.
The Quality of work Life for a researcher mainly depends upon five important components, namely (1) Work
Environment (2) Job Analysis (3) Organizational Culture (4) Educational Climate and (5) Welfare measures.
WORK ENVIRONMENT
It is generally accepted that a good working environment is one of the key elements for establishing and maintaining
employee’s commitment and loyalty to the company. (Magnus Stenbeck & Gudrun Persson, 2006).
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JOB ANALYSIS
Job analysis indicates the various methods for evaluate the needs of a job. It is a statement mentioning who will do
what. (Khanka S.S, 2002). The main purpose of job evaluation is to register the needs of a job and performance of
work.
ORGANIZATIONAL CULTURE
Organizational culture constitutes attitudes, experiences, beliefs and values of an organization. It is being defined as
“the specific collection of values and norms that are shared by people and groups in an organization and that control
the way they interact with each other and with students in the institution”. (William G.Ouchi, Alan L.Wilkins, 1985)
EDUCATIONAL CLIMATE
College plays a vital role in the sustainment of academic capabilities of young people. College serves as a place that
supports students in improving and realizing of society and commitment to economic and political engagement.
Further the colleges can delope foster knowledge, skills and tendency that people need, to develop into a socially
responsible individuals. A decisive educational climate is needed for the development of adequate, responsibility and
efficient citizens. (Ishwara.P & V. Murugaiah, 2009)
WELFARE MEASURES
The term ‘welfare’ advocates the state of wellbeing and involves morality of the employees. It is an alluring state of
continuation involving the psychic, substantial, noble and sentimental component of an employee. Further, employees
in an unsystematic sector, which constitutes 90% of the manpower, will not have access to similar benefits. To sustain
and maintain the wellbeing of labor force is the demanding factor of the day, this could effectively be handled through
one of the weapons such as social security and welfare measures. (Anjali Ganesh and Vijayi D’Souza, 2008).
CONCEPT OF BURNOUT
Burnout is a form of stressing practices by the Teachers and this has got a huge consideration from earlier studies
with analysis of some factors of its extraction or importance (Fogarty et al., 2000; Goolsby, 1992: Schiltz, dan, Syverud,
1999). Burnout is an emotional circumstances represented by their associated syndrome such as emotional collapse,
reduced personal achievement, and dematerialisation (Fogarty eta;2000)
Teaching is an ambitious career that requires a dame attitude of commitment, eagerness and affection, regard less
to the adversities related with this imperial work. Teachers must be provoked and devoted to achieve their abiding
ambition in a view to have a conclusive effect on the growth of their students [Argon T, Kaya A., 2018;]. Most teachers
beyond all levels are concerned by the rigor action towards policies towards the economic crunch in education and the
changeable working situations that impinge their position [Woodworth K, Bland J, Guha R, Shields P, Wechsler M, and
Tiffany-Morales J 2009].
Teachers should be entrusting with uppermost competent extant that compare to their skilful effort, qualifications,
and proficiency in building the community into a superior locality to live in [Simonides V 2015]. However, some teachers
still remain and extend teaching for some reasons: some acknowledge teaching as an employment, aim, and speciality.
Over and above for the economical reward that they received. Teachers who teach with commitment contemplate
teaching as an employment. Teachers who intend to achieve a desire in favouring teaching as an aim. Undeniably;
teaching is a freedom among the teachers to make disparity in the lives of every student inquest for larger extent and
self-realisation.
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COLLEGE TEACHER BURNOUT

Teacher burnout [Skaalvik E, Skaalvik S. 2011] is one of the afflict factors that have a considerable effect on the
achievement of teachers those consequence in a deficit of well-proficient teachers. In fact, burnout is the amount
of long-term job pressure [Maslach, C. Jackson, S.E., & Leiter, M.P. (1996)] or sentimental job pressure [Schwarzer
R, Hallum S. 2008]. The three aspects of burnout include lesser personal accomplishment, intellectual collapse and
embracement. There are some steady cooperation between these amplitude. Spontaneous collapse is represented
by fall of vitality, weakness and waste. Contrarily, embracement is described as distrust, irritability, unacceptable
or inappropriate behaviours, sarcasm, and an extremely obscure answer to others. [Evers W, Brouwers A, Tomic W.
2002],[ Skaalvik E, Skaalvik S. 2011],[ Schwarzer R, Hallum S 2008].

To identify the impact of QWL among the college teachers on Burnout conditions of educational institutions.
TESTING OF HYPOTHESIS H0:

Hypothesis H0: There is no impact of QWL of college teachers on the Burnout conditions of educational institutions.
DATA ANALYSIS
The data’s were analysed through SPSS V-15. The data’s were screened in order to find out the variance between
factors of Quality of Work Life and Burnout factors. Karl Pearson’s co-efficient of correlation are discussed here.
ANALYSIS AND RESULT

The performance of Karl-Pearson’s Co-efficient of correlation clearly revealed the high correlation values r=.745,
r=.744, r=.721, r=.686, r=.665, r=.621, r=.605, r=.595, r=.545, r=.461, r=.424, r=.396, r=.351 and r=.342 in the table
(4.8.1) are significant at 5% level. This inter-correlation is the powerful tool to estimate the impact of QWL of college
teachers on Burnout conditions in the educational institutions. Therefore the null hypothesis is rejected at 5% level
and concluded that there is significant impact of QWL of teachers on the educational burnout.
CONCLUSION
College teachers have a moderate level of burnout and very satisfactory teaching results, regardless of age, gender, civil
status, educational attainment, length of service, teaching status and academic rank. While teacher performance is not
influenced by burn-out, teacher performance is best identified by subject knowledge and learning accomplishments.
REFERENCES
[1] A
njali Ganesh and Vijayi D’Souza, 2008—Social Security and Welfare Measures at New Mangalore Port Trust:
A Case Study, The Icfaian Journal of Management Research, 7(8).
[2] Haseen Taj, 2003—EDUTRACKS – June, pp.13-17.
[3] I shwara.P & V. Murugaiah, 2009—Organizational Commitment of University Teachers (A case study of Karnataka
State), GITAM Journal of Management, 7(3), pp 82-96, July-Sep 2009.
[4] M
ittal, 1995—A Comparative Analysis of Four Scales of Consumer Involvement’, Psychology and Marketing, 12
(7), pp .663-682.
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[5] P
ooja Garg and Renu Rastogi, 2006—Climate profile and organizational citizenship behaviors- a comparative
analysis of teachers working in public and private schools’, The ICFAI Journal of Organizational Behavior, 5(4),
pp.7-19.
[6] Rama J Joshi, 2007 —Quality of Work Life of Women Workers, Role of Trade Unions, IJIR, January, 42(3), 355-382.
[7] S arang S. Bhola, 2005—Quantification of Quality of Work-Life in Machining Industry in Indian Scenario’, ICFAI
journal of Organizational Behavior, October 2005, pp.16-27.
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CONSUMER BUYING BEHAVIOUR TOWARDS ORGANIC FOOD A

STUDY IN CHENNAI
THIRUPURA SUNDARY P.A.

Research Scholar, Department of Commerce, Justice Basheer Ahmed Sayeed College for Women, Chennai-18.
Dr. SELVI .K.

Research Supervisor, Department of Commerce, Justice Basheer Ahmed Sayeed College for Women, Chennai-18.
ABSTRACT
Covid – 19 has brought a huge awareness among the people about the importance of consuming healthy food. People have
become more health conscious. When we talk about healthy food it means it should be free from harmful chemical and
pesticides. Organic food products are produced with the objective of providing healthy and quality food. Organic agriculture is
one of the solution to reduce the negative impact caused by industrialized agriculture. This study mainly aims to analyze the
internal and external factors like purchase behaviour, consumer decision making process that influence consumer behavior
towards organic food products and also to examine the level of satisfaction with organic food. Tamil Nadu is considered as one
of the major producers of organic food products. The main drawback between the demand and supply is the awareness among
the consumers regarding these products. The reason behind this can be mainly contributed to lack of advertisement. Another
reason is the price of the product which is said to be higher when compared to non-organic products. Organic agriculture does
not affect the soil. Many farmers are moving towards organic cultivation because they have also started to understand the
harmful derived from intensive farming that is affecting the environment, community, economy and public health.
Keywords: Organic Food, Satisfaction, Consumer buying behaviour
INTRODUCTION
Eating food should not merely be for pleasure it should be staying healthy. Good nutritious food will prevent 95 percent of all
diseases. The year 2020 has taught the significance of health and hygiene. Staying healthy is not only based on exercise but
mainly on the food what we eat. Consumers have started to prefer organic food products because it is good for health and
it is grown with organic manure and without chemicals and pesticides. This has led people to shift to organic food products.
There has been a steady growth in the organic food market in the past decade. After the pandemic situation there has been
a rapid growth in the organic food market. Despite the fact that there is a drastic increase in the demand for organic food
products there are many consumers are hesitant to purchase, The reason behind is this that the consumers find that the
price of such products are high. These days consumers are well informed and they have started showing great interest in
healthy lifestyle with high nutrition values, food safety, and the welfare of the environment. Social media is also playing a
major role in creating the awareness of healthy eating. In recent days there are a lot of food scandals like plastic rice, egg etc.
that makes people move away from conventional food. Consumer behaviour is the study of consumers and the processes
they use to choose and dispose of products and services. Consumer behaviour is motivated by a number of factors that
include taste and preference, convenience price, product availability, health concerns, culture and traditions. The consumer
buying behaviour is influenced by several other factors like Internal or Psychological factors, Social factors, Cultural factors,
Economic factors and Personal factors. It is important to invest in organic agriculture research, to analyse and understand
how consumer buying behaviour works and the factors that affect consumers intention to purchase organic food products
in order to support and further develop organic agriculture sector.
List of organic food products available in the market
●● Dairy products
●● Pulses & Cereals
●● Grains
●● Coffee & Tea
●● Meat & Poultry
●● Eggs
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●● Poha & Wheat

●● Spices Cooking oil
Balaji, Vedha (2019): “Product knowledge attitude and motivation on purchase intention towards organic food
products”. In this study it was emphasized that efforts can also be undertaken by marketers to provide information
on organic food products through retails outlets as well as specialized retail outlets. Organic food product packaging
increases product image and value, organic food product packaging enhances good quality of product and organic food
product packaging gets customer attention.
Gunjan Gumber (2018): “Consumer buying behaviour towards organic food a study in Delhi NCR National
Capital Region”. This study analyzed that majority of the consumers are aware that the organic food is free from
chemical fertilizers and pesticides. The consumers are also aware that organic food is grown using natural methods
of farming, is nutritious, and helps to resist diseases. The sale of organic food through stalls and exhibitions helps to
create awareness, promotes the product and induces trial, but is not conducive for regular buying and selling.
Dhanalakshmi A (2018): “A study on consciousness and perception towards organic food products among college
students in salem district”, explored student whose food habit is eggetarian, preferred organic food products in high
whereas students whose food habit is Lacto Vegetarian preferred organic food products in low. Semi urban students
highly preferred organic food products than the rural area student. Majority of the students preferred organic food
products from open market followed by organic farmer market, own farm or organic terrace gardening and super market.
Praveen Kumar (2017): “Consumers perception and purchase intention towards organic food products”says
due to increase in health awareness, change in lifestyle & food habits, concern regarding environmental issues, and
increase in awareness of organic food motivated people to consume organic food products. Internet, print media and
word of mouth are the major source of information regarding food safety and nutritional updates of food. There is a
direct association between income level and expenditure pattern regarding food products.
Rathore, Anita (2017): “Marketing strategy and consumer buying behaviour of organic food in Rajasthan”
concluded that the need of the hour is sustainable cultivation and production of food for all. The Green Revolution and
its chemical based technology are losing its appeal. The conventional viewpoint of people is changing and common
man is becoming more aware about health, healing and fitness. People have begun accepting organic foods concept
and have begun spending their hard earned money on it.
SCOPE OF THE STUDY

There has been an increasing concern over health issues and safety which has lead to a rise in consumers demand
for higher quality products. Consumers are ready to pay premium prices for organic produces. This study is to gain
knowledge about consumer attitude towards organic food product consumption and to determine the satisfaction
level. This will lead to understand the consumers attitude, perception towards organic food products, willingness to
pay for organic food product

The research was focused on consumer behaviour towards organic food in Chennai only. Consumer behaviour is a
very broad topic but the study of behaviour was only very basically observed due to limitation of time and resources
available. The sample size is restricted to 130.
OBJECTIVES
●● To analyze the factors influencing consumer behavior towards organic food products
●● To examine the level of satisfaction with organic food
The study was conducted by collecting primary data from the consumers through quantitative method of structured
questionnaire. The sources of secondary data were collected from different online sources such as reports, surveys,
websites of Research Institutes, published books, online journals and papers.
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Table 1 :Demographic information of consumers
Particulars Classification Frequency Percentage

Age 15 - 25 years 13 10
25- 35 years 21 16
35 - 45 years 48 37
45- 55 years 32 25
Above 55 years 16 12
Gender Male 62 48
Female 68 52
Occupation Professional 46 35
Self Employed 22 17
Home Maker 35 27
Student 11 9
Others 16 12
Educational Qualification UG 38 30
PG 24 18
Professional 46 35
Diploma 8 6
Others 14 11
Income Rs.10000 – Rs.20000 4 3
Rs.20001 – Rs.30000 13 10
Rs.30001 – Rs.40000 32 25
Rs.40000 – Rs.50000 49 38
Above Rs.50001 32 25
From the above table it is derived that majority of the respondents (37%) fall between the age group of 35 and 45
years. Most of the consumers are women (52%). Professionals (35%) mainly contribute to the demand. Majority of the
consumers (38%) draw a monthly income between Rs.40000 and Rs.50000
Table 2: Consumer buying behaviour was analyzed by using a simple percentage analysis.
Particulars Factors Frequency Percentage

Reasons for Purchase Healthy 56 43
Quality 47 36
Price 7 6
Service 20 15
Types of organic food product Dairy Products 31 24
Fruits & Vegetable 44 34
Meat & Poultry 12 9
Cereals & Pulses 29 22
Others 14 11
Information Centers Friends / Family 58 45
Social Media 32 25
T.V. Advertisement 12 9
Mails 17 13
Others 11 8
Satisfaction about the quality Strongly Agree 62 48
Agree 44 33
Neutral 15 12
Disagree 7 5
Satisfaction about the price Strongly Agree 31 24
Agree 54 42
Neutral 23 17
Disagree 13 10
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Frequency of purchase Daily 24 18

Weekly 48 38
Fortnight 33 25
Monthly 18 14
Occasionally 7 5
Opinion about organic food product Outstanding 26 20
Excellent 39 30
Good 44 34
Average 17 13
Poor 4 3
FINDINGS
●● 43% of consumers purchase the product because of the quality
●● 34% purchase fruits & Vegetables
●● 45% information about the product is provided by friends and relatives
●● 48% strongly agree about the superior quality of the product
●● 42% agree that the price is high
●● 38% of consumers purchase on weekly basis
●● 34% consumers find organic food products to be excellent
SUGGESTIONS
●● Create awareness among the farmers as well as the consumers the need for organic food products
●● Government should provide financial support to farmers involved in cultivation of organic products
●● There should be more advertisement on organic food products to reach the consumers
●● Importance should be given for packaging
●● The premium price of the products can be reduced
●● More marketers should enter the market to sell organic products
●● The magnitude of product promotion among the consumers should be increased.
CONCLUSION
India is an agricultural country. Organic farming was practiced by our farmers for thousands of years. The entire
agricultural process was practiced using organic techniques. The fertilizers, manure and pesticides were obtained
from animal and plant products. Organic agriculture was considered as the backbone of Indian economy. With the
development of technology organic agriculture was replaced with industrial agriculture. But in the recent days the
consumers have started to give importance to healthy life style. This has lead to increase in the demand for organic
food products. It can be seen that many of the educated people have also started to practice organic agriculture.
Consumer buying behaviour plays a major role in purchase decision of any product. In the recent days the demand
for organic food products is at a raise while the supply is limited. The government, farmers and the sellers should try
to increase the production of organic product. Importance should be given on advertisement to make the people to be
more aware of the benefits of organic food. More organic agriculture will not only help the farmers increase income
and thereby increasing their standard of living but all it also increases the economic growth of the nation. Healthy food
leads to healthy mind thereby healthy citizens.
REFERENCES:
[1] R athore, Anita (2017): Marketing strategy and consumer buying behaviour of organic food in Rajasthan, The IIS University
[2] http://hdl.handle.net/10603/201547
[3] Heru Irianto (2015): Consumers’ Attitude and Intention Towards Organic Food Purchase: An Extension of Theory of
Planned Behavior in Gender Perspective, Sebelas Maret University, Indonesia https://ssrn.com/abstract=2578399
[4] Sarumathi, S. (2015): A Study on Consumer Behavior towards Organic Food Products in Pondicherry, Pondicherry
University
[5] http://hdl.handle.net/10603/209416
[6] Majmudar,Jalpa (2010): Organic food An assessment of food quality and satisfaction of consumers as compared
to conventional food,Maharaja Sayajirao University of Barodahttp://hdl.handle.net/10603/59502
[7] Farah Ayuni Shafie (2009): Consumer Perception towards Organic Food, Universiti Teknologi MARA, Malaysia
[8] https://doi.org/10.1016/j.sbspro.2012.07.034
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ANALYSIS ON INVESTMENT PATTERNS AMONG SALARIED

INDIVIDUALS
PM. NITHISHA
Research Scholar (Part Time), Sri Kanyaka Parameswari Arts & Science College For Women
Dr. P. BARANI KUMARI

Research Supervisor & Guide, Head & Associate Professor, Department of Commerce (Honours),
Sri Kanyaka Parameswari Arts & Science College For Women
ABSTRACT
Savings is the important habit to be followed by each and every individual in recent times to meet the future uncertainties
in ones survival. Finance is the lifeblood of existence,For the similar purpose investments and savings has to be done.
Making investments is the crucial art done with critical thinking and experience. “Never Depend on Single Income
Make Investments to Create a Second Income ” is the words of Warren Buffet. The term investment refers to acquiring
an asset with the goal of generating income or appreciation. This topic is selected to determine the investment habits
of salaried investors, most preferred investment avenue and the impact of covid crises on investment.
KEYWORDS: Investment, Salaried Employees, Impact, Risk Levels, Preferences.
INTRODUCTION
Globalization has lead to creation of money. Saving such funds to meet the future requirements is important factor for
each and every individual. Investment is one part of savings among many alternatives. In general investment is the act
of purchasing goods with the aim of creating wealth in future. Saving helps us in many ways especially in the aspect of
finance. Funds saved assist to fulfill requirements in long run. Presently in this modern and competitive world money
has become the most dominant element for many perquisites. Individuals have recognized the need for investment and
started to initiate such task. This research is carried out to determine the preferred one among numerous investment
option by salaried employees.
OBJECTIVES
●● To investigate the motive of investing by salaried employees.

●● To determine the most preferred investment option among salaried employees.
●● To study the impact of covid pandemic on investment.
SIGNIFICANCE OF THE STUDY

The research work concentrates on the investment preferences, percentage of funds invested from monthly earnings,
investment motives, factors influenced in selection of investments, risk levels between various available investment
avenues and finally the present impact of pandemic on investment.
LITERATURE REVEIW
Deepak Sood, Dr.Navdeep Kavar (2015) examined that motives like children education and fulfillment of future goals
are the predominant factor for making investment and saving money. Bank deposits and government securities are
preferred investment option rather than equities and mutual funds. Hence it is evident that in the past there was lack
of awareness about various investors avenues available in the economy.
B.Thulasi Priya (2015) Government employees posses high level preferences in making investments with
prioritizing their option of investing in private chits, private financial deposits and mutual funds. In addition to their
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interest, factors like tax benefits, regular income, higher returns, capital appreciation and long term benefits were their
motives which induce them to invest.
Sumali Patil, Dr. Kalpana Nandaware (2014) the study was made to determine the investment favorable to
investors, the results revealed bank deposits, real estates and metals was favourable for investing which generated
regular income and safety of capital invested. The author suggested measures to conduct orientation and awareness
schemes to escalate the investors.
Dr.Aparna Samudra, Dr MA Burghate (2012) determined the preferred investment option among the middle class
households in Nagpur. The findings reveals Bank deposits . Provident fund and Life Insurance Policies are the most
preferred investment option. The investors specified higher returns and liquidity as their motive for investing. The
author suggested the importance of government role in increasing the quantity of investors trough financial literacy.
Prof.CA.Yogesh P.Patel, Prof.CS.Charul.Y.Patel (2012) The study states that increased income of investors has
made people to shift their investment option from fixed deposit and post office schemes to stocks, mutual funds and
government securities especially youngsters. Formerly safety and security was the factor observed before investing
but presently higher returns, tax benefits were observed. Hence it is proved that income, preferences, attitude and
investment pattern have changed among the investors as days elapses.
The method of descriptive study was applied to carry forward the research work, to conclude the objectives of the
study responses are gathered from the salaried employees, through the collection of primary data containing the close
ended questions from the sample size of 100 respondents the strategy of convenience sampling method was used as a
sampling technique To test the hypothesis percentage analysis , factor analysis and was applied.
LIMITATIONS
The results of the research work is purely based on the investments habits of only salaried employees of Chennai city.
The sample size is restricted to 100 respondents. The responses may be subject to personal bias.
SCOPE FOR FUTURE RESEARCH

The core of the research work is targeted towards the salaried employees. Hence the further research articles can
contain the scope of performing the same among employees of various sectors(public,private,service) individuals,
entrepreneurs, professionals etc. Future scholars can categorize their topic with gender specifications in determining
the investment habits between men and women. Finally fluctuations in investment habits among investors can be
analyzed according to the changes in the economy like inflation,deflation etc.

I Gender Frequency Percentage VI Marital Status Frequency Percentage
Male 62 62 Single 48 48
Female 38 38 Married 52 52
II Age IV Occupation
Between 25 to 35 Yrs 69 69 Salaried 100 100
Between 36 to 45 Yrs 20 20 Total 100 100
Between 46 to 55 Yrs 07 07 VI Marital Status
Above 55 Yrs 04 04 Single 48 48
III Educational Qualification Married 52 52
Graduation 38 38 VII Percentage of Investment
Contributed from Monthly
Income
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Post Graduation 45 45 10% - 20% 30 30

Professional 16 16 21% - 30% 18 18
Others 01 01 31% - 40% 14 14
IV Occupation 41% - 50% 7 7
Salaried 100 100 Above 51% 36 36
V Income Level IX Habit if Savings
Less than Rs 2,00,000 04 04 Yes 93 93
Rs 2,00,001 - Rs 4,00,000 32 32 No 7 7
Rs 4,00,001- Rs 6,00,000 15 15
Above Rs 600,001 49 49
Source: Primary Data

From the above table it is inferred that (62 %) of them are male investors falling under the age group of between
25 to 35 years (69%). Among the respondents (45%) of them are post graduate salaried employees (100%) earning an
annual income of above Rs 6,00,000 (49%). Salaried employees (52%) of them are married who are the investors when
compared to singles.Earning Individuals (36%) contribute above 51% of their monthly income towards investments.
Level of Risk Among Investment Avenues Higher Risk Moderate Risk Lower Risk
Bank Deposits 19.0 27.6 53.3
Post Office Deposits 14.3 29.5 56.2
Company Deposits 65.7 28.6 5.7
Pension Fund 41.0 21.0 38.1
Stock / Shares 78.1 20.0 1.9
Bonds 67.6 25.7 6.7
Real Estate 82.9 15.2 1.9
Life Insurance Policies 9.5 30.5 60.0
Commodity / Metals 48.6 42.9 8.6
Mutual Fund 31.4 34.3 34.3
National Pension Scheme (NPS) 6.7 25.7 67.6
Fixed Deposits 18.1 28.6 53.3
Gold / Sliver 34.3 37.1 28.6
Responses Percent of
Objective for Making Investments
N Percent Cases
Future Security 40 16.4% 38.1%

Sound Returns on Investment 16 6.6% 15.2%
Option of Liquidation 18 7.4% 17.1%
Availing Tax Benefits 32 13.1% 30.5%
Source of Income 25 10.2% 23.8%
Children Carrier 30 12.3% 28.6%
Income for Retirement 81 33.2% 77.1%
Others 2 0.8% 1.9%
Total 244 100.0% 232.4%
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FACTORS INFLUENCING WHILE SELECTING THE INVESTMENTS OPTIONS

Variance (Eigen
Items Mean SD Communalities Loadings Reliability
Value)
Dimensions-1 (IO_F1)
Ensure safety of capital invested (IO1) 4.114 0.993 0.739 0.852
Investment avenues should be selected
4.114 0.964 0.757 0.836
based on past performance (IO2)
Investments must be Diversified (IO6) 3.981 0.899 0.707 0.791
Investment should provide option of
4.029 0.965 0.717 0.788
liquidation for financial emergencies (IO3) 43.335% (4.334) 0.918
Investments should posses lower risk factor
3.933 0.963 0.622 0.690
(IO5)
Investment made should give Long term
4.124 0.906 0.663 0.662
benefits (IO7)
Foresee for higher returns (IO4) 4.067 0.923 0.621 0.626
Dimensions - 2 (IO_F2)
Lower risk investments to be selected
3.524 0.972 0.747 0.854
(IO10)
Investments made should ensure tax
3.857 1.042 0.794 26.886% (2.689) 0.836 0.812
benefits (IO9)
Regular income from investment is
3.962 0.98 0.656 0.641
preferred (IO8)
Total Variance = 70.221%; Reliability Statistics: Cronbach’s Alpha = 0.924 (10 Items)
KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. = 0.880 (Bartlett’s Test of Sphericity Approx. Chi-Square = 720.137;
df = 45; Sig. = 0.000)
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
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From the above table it is inferred that 10 variables are divided into 2 predetermined factor with total variance of
70.221% . Factor 1 posses 7 variables with 43.335% variance and Factor 2 posses 3 variables with 26.886% variance.
The first factor is named as “ACTIVE INVESTORS”, these investors are those who invest their funds after detailed
investigation.The second factor is named as “INCOME INVESTORS”, theses investors capitalize their funds for earning
income.
IMPACT OF COVID PANDEMIC ON INVESTMENT
Variance (Eigen
Items Mean SD Communalities Loadings Reliability
Value)
Dimensions - 1 (ID_F1)
Pandemic has increased the return on
3.01 1.458 0.888 0.939
investment
Able to contribute fund towards investment
3.133 1.435 0.798 39.347% (2.361) 0.891 0.855
during pandemic
Pandemic provided the chance of capital
3.314 1.211 0.647 0.775
appreciation
Dimensions - 2 (ID_F2)
Occurred loss on investment during covid
2.705 1.1 0.78 0.883
crises
31.540% (1.892) 0.703
Pandemic created new investment avenues 2.829 1.033 0.609 0.728
Pandemic has lead to liquidation of funds 2.676 0.904 0.531 0.726
Total Variance = 70.887%; Reliability Statistics: Cronbach’s Alpha = 0.758 (6 Items)
KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. = 0.640 (Bartlett’s Test of Sphericity Approx. Chi-Square = 251.405; df
= 15; Sig. = 0.000)
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
From the above table it is inferred that 6 variables are divided into 2 predetermined factors with total variance
of 70.887%. Factor 1 posses 3 variables with 39,347% of variance and factor 2 posses 3 variables with 31.540% of
variance. The first dimension implies the POSITIVE IMPACT ON INVESTMENT and the second dimension implies the
NEGATIVE IMPACT ON INVESTMENT. Hence proving that the pandemic crises brought both the negative impact and
positive impact.
FINDINGS
1. Majority of the respondents lies between the age of 25 to 35 years.

2. When compared to male & female investors 62% of the investors are male.
3. Post Graduated employees 45% of them possess the habit of investing.
4. The annual income of 49% salaried investors is above Rs.600000.
5. Among the salaried employees 52% who are investing of them are married.
6. The study determines that 93% of investing respondents possess the habit of investing.
7. O
ut of 100% respondents 36% of employees contribute above 51% of their monthly income towards
investment.
8. National pension scheme is the most preferred investment avenue among 74% of the investors.
9. C
ovid crises had a positive impact on investment when compared to negative impact with responses on
various aspects possessing a neutral response like capital appreciation, limited chances in liquidation of funds
and creation of new investment options.
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10. The only negative impact was 38 % of the investors incurred loss on investment
11. ncome for retirement is the motive of 80% salaried investors in making investments.
12. .While selecting the investments 47% of investors strongly agree to ensure safety of capital investment and
48% of them agree in expecting higher returns and low risk.
13. National pension scheme is the safest and low risk investment (68%)and investing in real estate is unsafe and
risky( 83%).
14. The first dimension resembles the habits of Active Investors seeking safety in investment, diversified selection,
expecting longer returns, possibility of liquidation of funds and diversified investment. The second dimension
resembles the habits of Income Investors seeking higher returns and long term benefits from investments
capitalized
15. The first dimension resembles the Positive Impact and the Second dimension resembles the Negative Positive.
CONCLUSION
Procuring and generating funds for necessities is an essential task for managing the forthcoming activities. To manage
the livelihood in such a modern world, money and sources of generating money is a dominant factor. Every individual has
to administrate their own priorities by saving.Investing is manageable and trouble free way for generating income. People
pursue their carrier in their peculiar way to improve their standard of living. This study has analyzed only the investments
patterns of salaried employees. From the analyses it is shown that almost 95% of the earning individuals possess the habit
of investing indicating the greatest awareness level. Among many, National pension Scheme is most preferred investment
option among the investors who venture their capital to generate Income for Retirement. When it comes to the point of
selecting the option, investors should ensure safety of capital invested, possibilities for easy liquidation, hold lower risk
and produce regular returns.Hence start investing your money for a source of income tomorrow.
REFERENCES
[1] D
eepak sood, Dr.Navdeep Kavar (2015) “A Study of Saving and investment pattern of salaried class people
with special referece to Chandigarph (India)”, International Journal of Research in Engineering , IT and Social
Sciences, ISSN 2250 - 0588, Volume 5, Issue 2, February 2015, Impact factor: 5.07.
[2] B
.Thulasi Priya (2015) “A Study on the Investment Preferences of Government Employees on Various Investment
Avenues ”, International Journal of Management Research and Social Sciences, Volume 2, Issue 1, January- March
2015, ISSN 2394-6407.
[3] S umali Patil, Dr. Kalpana Nandaware (2014) “ A Study on Preferred investment avenue among salaried people
with with reference to Pune (India)”, IOSR Journal of Economics and Finance, E - ISSN 2321-5933, P- ISSN - 2321-
5925. Volume 5 , Issue 2.(Sep - Oct 2014) PP 09-17.
[4] D
r.Aparna Samudra, Dr MA Burghate 2012) “A Study on Investment Behaviour of Middle Class Households in
Nagpur ”, International Journal of Social Sciences and Interdisciplinary Research volume 1. No 5. May 2012, ISSN
2277 3630.
[5] P
rof.CA.Yogesh P.Patel, Prof. CS. Charul.Y.Patel (2012) “ A Study of Investment Perspective of Salaried People
(Private Sector)”, Asia Pacific Journal of Marketing & Management Reviews , Volume 1,No.2, October 2012, ISSN
2319 - 2836.
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IMPACT OF COVID-19 ON DIGITAL MARKETING
Dr.S.HEMALATHA
Associate Professor, Department of Commerce, AMET Deemed to be University,Chennai
Dr.S.GANAPATHY
HOD and Associate Professor, S A Arts and Science College, University of Madras, Chennai
ABSTRACT
The worldwide pandemic of Covid-19 even as having its effect on numerous sectors, had a giant effect on Digital
Marketing and Advertising as well, in worldwide, local and neighborhood level. However, this effect for maximum
component changed into a wonderful one, alternatively than what changed into being witnessed in numerous
different fields such as economy, human resource, etc., While the virus created lot of uncertainties amongst clients and
entrepreneurs alike, with appreciate to fitness, social life, monetary stability, employment, etc., the equal additionally
brought about behavioural shifts consisting of working remotely, spending lot of time indoors, adopting to home-
schooling, studying new recipes from the internet, elevated interest on fitness and hygiene, warding off crowded
areas, elevated social media engagement, shift toward online content, etc., and all of these had an immense effect
on marketing and advertising efforts. The behavioural shift changed into predominantly toward virtual platforms
and virtual content, which created true opportunities for the entrepreneurs and types to hook up with the clients
digitally greater than ever before. With elevated social media engagement and yearning for virtual content, virtual
medias supplied the entrepreneurs with lot of opportunities to coins on. At the equal time, this additionally made the
entrepreneurs to behave mindfully and be socially responsible even as implementing virtual marketing strategies.
This paper aims to highlight, examine and apprehend the effect of covid-19 pandemic on Digital marketing .
Keywords: Covid -19, Pandemic, Digital Marketing
The Marketing which uses internet and virtual technologies viz, Mobile phones, Websites, social media system, e
mail, computers Software is called Digital Marketing Yoo(2012) . Weill (2015) Digital marketing is used as a strategies
to influence the potential customers to buy the products or services. In recent days, the concept of Digital Marketing
is extended to Content Marketing, Search Engine Optimization (S.E.O), Micro- Video Marketing (M.V.M), Search Engine
Marketing (S.E.M), Social Media Marketing (S.M.M), Digital Advertisement Displays, Influencers Marketing, In-App P.O.S
Advertising, Social Media Optimization (S.M.O), e-Commerce Marketing, e-mail Marketing, etc., There is a unexpected
boost of digital Marketing at outbreak of Covid 19 due to people locked at home with or without office work and
influenced people behavioural shift to virtual environment.

The Objectives of the study are:
●● To analyze the impact of Covid-19 on digital marketing.
●● To identify the future role of digital marketing at post Covid-19
SCOPE OF THE STUDY

The study covers the positive impact of Covid 19 on digital Marketing. It also covers the full explanation of tools of
Digital Marketing and reasons of growth of digital marketing during and after covid-19. It also predict the future of
Digital Marketing at Post covid impact.
RESEARCH DESIGN
The study is based on the secondary sources of data. Various published data available from journals, magazine, blogs,
articles, text books are used for the study.
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LIMITATIONS OF STUDY
●● The study is limited to secondary data.

●● Time is consumed while collecting the secondary data.
●● Generalization of all the data from this study is not preferable.
DIGITAL MARKETING:
Digital Advertisement in Digital Marketing is the execution of advertisement techniques by using virtual platform
(Annie Sam (2018)). It can also be described as a advertising technique that depends on internet with the aim of
attracting audience/customers through diverse virtual media channels and platforms Annie Sam (2013)) . Under
Digital Marketing, the Manufacturer/ Marketer uses social media, mobile devices, e-mails, internet , search engine,
video streaming platforms, and different such channels to reach the customers. Some of the Marketing experts feel
that approaching in virtual Advertisement should be treated as a completely different and new concept which needs
a unique and different strategies of connecting , understanding and approaching the customers Euronews(2020).
Diverse and unique factors affects Digital Marketing unlike traditional Marketing. Thus, understanding Digital
marketing requires one’s interest and knowledge in IT sectors.
TOOLS OF DIGITAL MARKETING

The responses of customer for traditional advertising is reduced in recent days, which the importance is increased
considerably for Digital Marketing. The increase of importance led to development of different Digital Marketing
Tools. Some of them are as follows:
SEARCH ENGINE OPTIMIZATION.

It is the technique of enhancing the quality and quantity of internet site /web site traffic by maximizing particular
search engine.
SEARCH ENGINE MARKETING:

Marketers pays the amount for the purpose of showing their website link on the top of the search list while browsing
which is termed as search engine marketing.
SOCIAL MEDIA MARKETING

Marketers uses social networking sites viz., Twitter, instagram, whatsapp, facebook and snapchat etc to market the
products and services .
VIDEO MARKETING AND MICRO VIDEO MARKETING

Video streaming platforms like you tube are used by the manufacturers to advertise their products and services. Micro
video platform like Tik tok , vigo video are gaining important role for advertisement.
E-MAIL MARKETING
Manufacturers or marketers uses e mail directly to target the customers . e- mails are used to send marketing
promotional messages to the existing and potential customers to generate demand for the product or services.
AFFILIATE MARKETING
In this marketing , the company uses custom link to the affiliates and when the customers see the company website/
buys the products through the affiliate’s link, the company contributes certain percentage of commission to the affiliate.
MOBILE MARKETING
Marketers uses android / smartphones to market the product and services. This can be done by apps, e-mails, websites
and social media.
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Influencer Marketing This is newest term, the marketing which influences the major groups of people. You tube
stars, tik tok, face book, twitter, instagram, whatsapp comes under this category.
Impact of Covid-19 On Digital Marketing Covid 19- lock down brought drastic negative impact on on-field
marketing activities. But, this brought a bright positive impact on Digital Marketing. The following points explains
clearly:
Growth of Social Media Marketing: At the time of Covid-19 pandemic , lock down brought work from home
. people spent on social media at their free time which provides a greater opportunity for marketers to market the
products and services through Social Media sites, Twitter, instagram etc. Increase social media marketing due to
increased social media engagement.
Demand for O.T.T. Content Hubs: Covid 19 lock down period brought a demand for over the top content hubs
such as Amazon prime ,Netflix and Disney Hotstar. The demand for these O.T.T platforms gives the Digital Marketer
with an possibility to promote and market their products and service through these platforms.
Increased growth for Video and Micro- Video Content:The demand for video streaming platforms like You tube
and Micro video platforms like Tik Tok was increased to covid 19 lock down. People’s idle time is used by them for
these entertainment.
Importance to lifetime value: Digital Marketing is usually based on analytics and Key Performance Indicators
(K.P.I) for analysing the importance of digital marketing campaigns. Covid – 19 reduced the importance of K.P.I and
increased the emphasized on lifetime value.
Importance to Experiential Marketing:As people are spending more time online during this internment period,
the marketers has to emphasis on creating the shoppers online experience and they are allowed to write their reviews,
experience, post photos in website itself. Thus this liberty given to customer in sharing their view feel themselves king
of the business.
Growth on A.I based Chat- bots: A.I Based Chat bots are adopted by companies which provides the assistance to
the customer through a pre programmed chat room. Hence, these A.I based Chat bots became a digital assistance to
all types of custoemrs.
Increased Product Research among customers: The pandameic Covid -19 brough lock down situation , work
from home, online classes which creates a situation that all people stays with internet through out the day. This made
a great opportunity to marketer/ company to sell their products by using Digital Marketing. In the last few months,
people are using online shopping for almost all the products. Thus, maintaining online reputation for the Company
has gained importance now a days.
Future Scope of Digital Marketing in Post Covid 19 It is proved in various studies that there is a positive impact
of covid 19 on digital marketing. But it is the additional responsibility of marketers/ Manufacturer to retain the
captured customers by improving the quality of digital marketing. Some of the ways are:
Marketers/Companies must be socially responsible in Social Media:Though companies gained more digital
customers and hugh profit, the social responsibility of the companies must be maintained in future in order to retain
the existing customers and also to capture the potential customers.
Maintaining Online Reputation:
The company has to maintain the online reputation by not providing any false/untrue information in the digital
marketing. The company must give importance for barand image/ loyalty in digital marketing.
Investment on A.I based Chat-bots: In future , Marketers will invest more on A.I Based technology as the usage of
Chat bots are growing during Covid-19 Lock down and also customers finds it as a useful services. Thus the marketers
should remove technical issues associated with the technology
Managing web traffic: The marketers have to maintain standard in digital content and digital environment by
removing web traffic in order to satisfy the user/customers.
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CONCLUSION:
In this scenario, digital is brain of all companies. Digital marketing is an essential tool in the hands of Manufacturer /
Marketer for adopting marketing strategies and plans throughout the Covid 19 Pandemic period. The branch of digital
marketing has gained an incredible boost. The same lock down is continued for second wave of Covid 19 which paves
way for further development of digital marketing to influence the potential customers by the marketer/company.
REFERENCES:
[1] A
nnie Sam, Anitha Ramesh, A Shameem (2013) . Social Media networking and its impact on day-to day activiites
with special reference to young adults . International journal of Logistics and supply chain Management
perspectives, Vol.2 issue.4 Pp. 442-451
[2] A
nnie Sam. (2018). E-business using Supply Chain Management Integration and Globalization . International
Journal of Supply chain Management . vol.7 issue .1 PP. 209-216
[3] A
bbruzzese, J., Ingram, D., & Click,S. (2020). The coronavirus pandemic drove life online. It may never return:
What passes for normal life now happens almost entirely online. NBC News, 28th March.
[4] E
uronews (2020), ‘COVID-19:World economy in 2020 to suffer worst year since 1930s Great Depression,
says IMF’, accessible at: https://www.euronews.com/2020/04/ 14/watch-live-international- monetary-fund-
gives-world- economic-outlook-briefing-on-covid-19, accessed 06 May, 2020.
[5] K
ane, G.C., Palmer, D., Phillips, A.N. and Kiron, D. (2015), “Is your business ready for a digital future?”, MIT Sloan
Management Review, Vol. 56 No. 4, p. 37.
[6] W
eill, P. and Woerner, S.L. (2015), “Thriving in an increasingly digital ecosystem”, MIT Sloan Management Review,
Vol. 56 No. 4, p. 27.
[7] Y
oo, Y., Boland, R.J. Jr, Lyytinen, K. and Majchrzak, A. (2012), “Organizing for innovation in the digitized world”,
Organization Science, Vol. 23 No. 5, pp. 1398-1408.
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RISK GOVERNANCE PRACTICES OF SELECT PRIVATE SECTOR

BANKS IN KERALA
NIKHIL M
Assistant Professor, Department of Commerce and Management Studies, Nasra College of Arts and Sciences.
Tirurkad, Malappram DT, Pin 679321, Kerala.
[email protected]
Dr B. VIJAYACHANDRAN PILLAI
Formerly Professor and Head, Department of Commerce and Management Studies, University of Calicut.
[email protected].
ABSTRACT
Banks adopt most - latest technological innovations to perform this. No doubt, all these innovative activities lead to
different types of risks which hinder the Banks in achieving the aim of maximum profitability. In order to overcome
these risks, the private sector Banks now follow various measures and practices through their separate risk governance
department. In this background an attempt was done to identify the various risk governance practices followed by Catholic
Syrian Bank and Federal Bank in Kerala with the help discriminant function analysis.
Keywords: Risk Governance Practices, Catholic Syrian Bank, Federal Bank.
INTRODUCTION
The Enterprise Risk Management (ERM) system, which articulates and codifies how risk is handled and managed by
an organisation, is central to this. After the financial crisis of 2008, the Bank’s position has grown, and performance
standards have increased. Directors are to guide strategy and risk appetite creation and supervise risk-taking practises
in the short and longer term, ingest detailed reporting packages covering all aspects of the bank’s activities, root out
places where risk-taking might be out of line with risk appetite, provide successful obstacles to risk and action plan
evaluations by senior management, and more. It is difficult to do all that effectively. The right framework, the right
people and the correct flow of knowledge provide the basis for a successful bank. But there is no “one-size fits all” or
static solution. Over time the best mix of people will change as the plan and risks grow. In addition, managers would
need to assess the correct degree of constructive challenge and places for it on an ongoing basis. Too much testing could
build an atmosphere of distrust and too much debate on less relevant topics could distract from the time available for
key issues. Also dynamic would be the right volume and depth of reporting to handle the inherent knowledge disparity
between directors and senior management. Banks also need to keep pace with changing best practises. The present
study attempts to identify the risk governance practices followed by select private sector banks in Kerala.
Research Question
The present research work attempts to investigate into the following research question
What are the major risk governance practices followed by the two selected Banks?
Objective of the Study
The objective of the present paper is to study the risk governance practices followed by the select Banks namely
Catholic Syrian Bank and Federal Bank.
Hypothesis
It is hypothesis that in respect of the Risk Governance Practices followed, there is no significant difference between the
Federal Bank and Catholic Syrian Bank.
Research Methodology
In order to achieve this objective a comparative analysis on risk governance practices followed by the Federal Bank
and Catholic Syrian Bank has been performed. Both the secondary and primary data were collected and used for the
purpose of the study. For this purpose, primary data were collected from the selected 284 mangers in Federal Bank
and 201 mangers in Catholic Syrian Bank with the help of pretested structured questionnaire. Secondary data were
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collected from various books, journal, reports and desertions. The method of simple random sampling through lottery
method has been adopted for the selection of sample bank managers in both the Banks.
Analysis of Risk Governance Practices
In order to examine the risk governance practices, 18 qualitative attributes in the form of statement have been collected
and incorporated. Table 1 shows the summary of responses of the bank mangers about risk governance practices of
two selected banks.
Table 1 Different Risk Governance Practices of the Banks
CSB FED
Risk Governance Practices Std. Std.
Mean Mean
Deviation Deviation
Proper coordination of all other departments 3.243 1.198 3.235 1.181
Empowerment of risk oversight committee 3.412 1.016 3.408 1.016
Rules and responsibilities of board level committees 3.223 1.074 3.211 1.095
Framing of policy by the RMC 3.567 0.936 3.720 1.166
The accountability of the internal auditors to the bank is ensured by the
2.985 1.262 2.947 1.250
board of directors
Programmers on empowerment of risk oversight committee 3.253 0.848 3.221 0.855
Co-ordination of all departments for Effective RG. 3.402 0.884 3.404 0.882
Usage of modern technologies to minimize risks effects 3.477 0.933 3.721 0.922
Risks culture stay in line with the objective 3.502 0.794 3.468 0.781
Internal audit reports and external expert report 3.368 1.04 3.366 1.036
Regular review of the risk strategy 3.557 0.947 3.563 0.958
Risk management policies are framed by the RMC 3.537 0.905 3.542 0.914
Proper handling of compliance function 3.517 0.866 3.521 0.879
Integrity and ethical dealings 3.686 1.111 3.690 1.125
Risk metrics gives a clear idea about risk appetite 3.726 0.979 3. 478 0.996
Risk tolerance is earmarked with the CEO 3.422 1.111 3.415 1.110
Risk management committee is composed of skilled members 3.222 1.070 3.210 1.094
Transparent governance procedures 3.402 0.764 3.488 0.782
Overall mean score of Risk Governance Practices 3.356 1.036 3.387 1.042
Source: Primary Data.

Table 1 shows the mean value and standard deviation based on responses on a 5 - point Likert Scale of the 18 statements
about risk governance practices of Catholic Syrian Bank and Federal Bank. The overall average of risk governance
practices shows that the mean response of Federal Bank (3.387) is higher than that of Catholic Syrian Bank (3.356).
The highest mean score is given to the practices namely risk metrics gives a clear idea about risk appetite by Catholic
Syrian Bank mangers (3.726 mean score with a standard deviation of 0.979). Whereas, the managers of the Federal
Bank assigned the highest mean score to the practices No. 8 namely usage of modern technologies to minimize risks
effects is given to (3.721 mean score with a standard deviation of .922). The least important risk governance practices
followed by the Federal Bank are the accountability of the internal auditors to the bank is ensured by the board of
directors (with a mean score of 2.947) and risk management committee is composed of skilled members with a mean
score of 3.222. But in the case of Catholic Syrian Bank, the practice of the accountability of the internal auditors to
the bank is ensured by the board of directors is found the least used practice in this respect. The mean score is 2.947.
Discriminant Function Analysis of Risk Governance Practices
The various risk governance practices followed by the banks for the effective risk management have been identified
and analyzed with the help of discriminant analysis. The results of analysis are shown below.
Table 2 Variables Falling Tolerance Tests -Risk Governance Practices
Within-Groups Tolerance Minimum

Variance Tolerance
The accountability of the internal auditors to the
.979 .000 .000
bank is ensured by the board of directors
All variables passing the tolerance criteria are entered simultaneously.
a. Minimum tolerance level is .001.
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The above table 2 shows that the results of Variable Failing Tolerance Test. In order to verify the tolerance level of data
Variable Failing Tolerance Test applied. The p value of the practice of the accountability of the internal auditors to the
bank is ensured by the board of directors is found as 0.000, excluded from the list, because the required minimum
tolerance level is .001.
Table 3 Eigen values -Risk Governance Practices
Function Eigenvalue % of Variance Cumulative % Canonical Correlation

1 .026a 100.0 100.0 .160
a. First 1 canonical discriminant functions
were used in the analysis.
Table 3 depicted Eigen values, The Canonical Correlation coefficient is 16%. It is found low correlation
among the risk governance practices of Catholic Syrian and Federal Bank in Kerala.
Table 4 Wilks’ Lambda -Risk Governance Practices
Test of Function(s) Wilks’ Lambda Chi-square df Sig.

1 .974 12.333 17 .654
The Wilks’ Lambda coefficient is 97.4%. It is found high reliability for the prediction and the classification of the risk
governance practices of Catholic Syrian and Federal Bank in Kerala. The Chi-square test value is 12.333 and the p value
is 0.654, greater than 5%.
Table 5 Functions at Group Centroids -Risk Governance Practices
Function
Category of Bank
1
Federal Bank -.192
Catholic Syrian bank .136
Unstandardized canonical discriminant functions evaluated at group means

The Functions at Group Centroids show the classification of the risk governance practices of Catholic Syrian bank and
Federal Bank in Kerala. All the positive coefficients of Risk Governance Practices fall under Catholic Syrian bank in
Kerala and the negative coefficients falls under Federal Bank.
Table 6 Standardized Canonical Discriminant Function Coefficients -Risk Governance Practices
Risk Governance Practices Functions

Proper co ordination of all other departments -.404
Empowerment of risk oversight committee -311
Rules and responsibilities of board level committees -.007
framing of policy by the RMC -.350
Transparent governance procedures .309
Programmers on empowerment of risk oversight committee .103
Co-ordination of all departments for Effective RG. .723
Usage of modern technologies to minimize risks effects -.104
Risks culture stay in line with the objective .389
Internal audit reports and external expert report -.457
Regular review of the risk strategy .671
Risk management policies are framed by the RMC .025
Proper handling of compliance function .013
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Integrity and ethical dealings -.223

Risk metrics gives a clear idea about risk appetite .235
Risk tolerance is earmarked with the CEO -.357
Risk management committee is composed of skilled members .146

Table 6 shows the results of discriminant function analysis by Catholic Syrian Bank and Federal Bank. In the case of
Catholic Syrian Bank, the major risk governance practices include co-ordination of all departments, transparent
governance procedures, risks culture stay in line with the objective, regular review of the risk strategy and proper handling
of compliance function and the practice of empowerment of risk oversight committee, Internal and audit reports and
external expert report, framing of policy by the RMC, usage of modern technologies, integrity and ethical dealings and
adoption of risk metrics are the important risk governance practices are the major practices followed by Federal Bank.
CONCLUSION AND SUGGESTION

The overall average of risk governance practices shows that the mean response of Federal Bank ( is higher than that
of Catholic Syrian Bank. Both the banks follow certain risk governance practices. The empowerment of risk oversight
committee, Internal and audit reports and external expert report, framing of policy by the RMC, usage of modern
technologies, integrity and ethical dealings and adoption of risk metrics are the important risk governance practices
followed by Federal Bank. In the case of Catholic Syrian Bank, the major risk governance practices are co-ordination of
all departments, transparent governance procedures, risks culture stay in line with the objective, regular review of the
risk strategy and proper handling of compliance function.
Based on the above - mentioned findings and conclusions, the following suggestions are offered for the improvement of
the preset situation.
For providing more effective training, the management can seek the support and assistance from reputed centers of management
training like IIMs. This will help them in framing appropriate risk management policies and procedures for the bank.
REFERENCES
[1] Avtar Krishnaand Vashist. (1991). Public Sector Banks in India. H K Publishers & Distributors, New Delhi.
[2] Babbie, E. R. (2010). The Practice of Social Research. Wadsworth Publishing Belmont, USA.
[3] Bryman, A. and Bell, E. (2011). Business Research Methods(Third Edition). Oxford University Press, Oxford.
[4] Caouette, John B., Edward I. A., and Paul N. (1998). Managing Credit Risk: The Next Great Financial Challenge.
John Wiley and Sons, Inc., New York.
[5] Crouhy, M., Dan G., and Robert M. (2001). Risk Management. McGraw Hill, New York.
[6] Davis, D. and Cosenza, R. M. (1993). Business Research for Decision Making(Third Edition). Brooks Cole, Belmont, USA.
[7] David E. Bland. (2009). Treasury Risk(First Edition). Published by Wither by & Co. Ltd.
[8] Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Prentice-Hall, Englewood Cliffs, USA.
[9] Gallati R . (2003). Risk Management and Capital Adequacy. McGraw-Hill, USA.
[10] Garson, G. D. (2012). Testing Statistical Assumptions. G David Garson and Statistical Associates Publishing, USA.
[11] John C. Hull. (2008). Risk Management in Financial Institutions. Darling Kindersley (India) Pvt Ltd, Licenses of
Person Education in South Asia.
[12] Srivatava, T. N., & Rego, S. (2010). Business Research Methodology. TataMcGraw-Hill, New Delhi.
[13] Swain. B. K. (2006). Commercial Banking in Changing Scenario. Excel Books, New Delhi.
[14] The Institute of Risk Management and Stephen Ward. (2005). Risk Management Organization and Context.
Wither bys Publishing, London.
[15] www.academia.edu
[16] www.banknetindia.com
[17] https://www.bis.org/bcbs/qis/qis5results.pdf
[18] http://www.bis.org/publ/bcbsca01.pdf
[19] http://www.bis.org/publ/bcbs04a.pdf
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A STUDY TO ANALYSE THE EFFECTIVENESS OF LEARNING AND

DEVELOPMENT OF INTERNS FROM VARIOUS CITY COLLEGES
WITH REFERENCE TO KAAR TECHNOLOGIES AT CHENNAI CITY
Dr. B. SUCHITHRA
Faculty of management studies, Dr. MGR Educational and Research University
MS. D.AARTHI
HR – Trainer Learning and Development Team KAAR Technologies, Neville Tower, TRIL Infopark, Chennai
Dr. K.RAO PRASHANTH JYOTY

Assistant Professor Department of BBA, D.G.Vaishnav College Chennai
ABSTRACT:
“Education Ends in College and Learning Lasts till Life Ends” – Dr. PJ
The objective of all organisations before digitalisation was to earn profit and this profit is considered as centrifugal
force to all other business activities. In the past many organisations were not worried about creating Good Will or
Employee welfare Etc., later in 1980’s the emerging of technology opened the doors of all organisations through a
digital window called internet whereby the working style, employee welfare companies Memorandum of Association
& Articles of Association was clearly disclosed to the knowledge of general public. This in turn created a great impact
on the regulations, activities of the companies. “A Human Behaviour id tend to change when it is observed that he/
she is being observed by others” as a company can also be considered as an individual the company’s activities are
regulated, modified, natured to create good will amongst the general public and also to its buyers and sellers.
Narrowing down, the companies started to understand Good will is more important to retain , to gain and to
remain in the business era. As a Result Companies started concentrating more on internal activities which will lead to
a positive external business by creating a good will both externally and internally. Hence forth this paper is an attempt
to take one IT Company which has created and recorded a positive impact both towards its employees and its Clients to
understand, to reveal and to develop a better learning platform to other budding companies the study was constructed
to get a lucid picture about the happenings in the learning and development team by creating a G-Form which was
circulated among 58 Interns in KAAR Technologies. The result would help in culling out the positive edges and cut out
the negative bottle necks and pave a way for great learning to the readers of this article by making them understand the
functions, fragmentations, of the most fantastic job delivered through fun learning and futuristic approach imparted
at KAAR Technologies. The idea of this article is to study the effectiveness of Learning and Development at KAAR
Technologies.
INTRODUCTION OF L&D AND ITS SIGNIFICANCE

The significance of the study is to concentrate on the major factors of HR activities which can be improvised through
learning and Development and also to sharpen the multi dimensional of all HR skills through which quantitative
workforce will be transferred as qualitative workforce to achieve the organizational goals and making the employees
work for it as a common goal.
SAP IMPROVES ORGANIZATIONAL AGILITY, INNOVATION, AND BUSINESS OUTCOMES:

Organizations that embrace learning as a culture significantly outperform their competition. Learning is essential to
any organization’s success because it improves business results, boosts productivity, and increases organizational
competitiveness. SAP Success Factors Learning helps learning professionals improve employees’ skills, develop
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leaders, reduce compliance risk, and better enable external audiences. As the recognized leader in learning and talent
management solutions, SAP Success Factors Learning also can be leveraged as a unified, key part of SAP Success Factors
HCM Suite. SAP Success Factors puts employees at the centre of the learning experience– making them both teacher
and student. Engaged employees will develop new skills, share ideas, and gain insights, making them more motivated
and productive.
OVERVIEW OF LEARNING AND DEVELOPMENT AT KAAR TECHNOLOGIES

Kaar Technologies is a global consulting firm focused at designing, delivering and deploying the finest ideas and SAP
expertise to empower companies in achieving new heights of excellence in today’s challenging business landscape. The
organization’s combined thrust drawn from the business vision of our leadership team and assimilated SAP capability
propels us to partner with our clients in identifying and architecting their business agenda. As a CMMi level 3 company,
Kaar believes in being a trusted advisor to clients and fosters long-term working relationships by exceeding customer
expectations. Driven by the steadfast pursuit of excellence, Kaar Technologies exudes professionalism and proficiency
in all areas of function. Every day we are inspired to impact businesses with original and imaginative approaches and
help cultivate tomorrow’s breakthroughs.
LEARNING PROCESS & OUTCOMES AT KAAR TECHNOLOGIES
●● S upport e-Learning, classroom and virtual instructor-led training (ILT), mentoring, experiential on-the-job
training (OJT), collaboration, and subject matter expert networking.
●● D
eploy a configurable learning strategy that includes exams, assessments, and certifications to track the
progress of your employees.
●● R
educe risk and ensure you have records, reports, and insight to meet government and industry specific
compliance requirements.
●● R
educe time spent on administrative tasks with automated assignment profiles, structured programs, and
multipart e-signature support.
●● F
acilitate learning on the go with real-time training on mobile devices, including BlackBerry, iPhone and
Android.
●● Improve learning results and overall performance by seamlessly incorporating social learning via SAP Jam.
●● E
nable employees to create social communities, discover relevant content through a global learning search,
and collaborate with subject matter experts.
●● S AP Success Factors Content uniquely provides content as a service (CaaS), which removes the burden of
online content management.
●● Focus on what matters—the quality and effectiveness of your training.
●● Reduce costs, increase training efficiency, and greatly improve the user experience
●● O
ffer your employees the ability to easily access meaningful content in Massive Online Open Courses (MOOCs)
via SAP Success Factors Open Content Network partner
According to Frost et al. (2016), most human resource professionals would agree that limiting organizational liability
when training employees is a very important aspect of employee development. Certain jobs require training and
certification in order for an employee to successfully execute the minimum job requirements related to that position.
Nel, Van Dyk, Haasbroek, Schultz, Sono and Werner (2014), who state that investing in employee training and
education is vitally important in today’s competitive marketplace. When companies fall behind in the development of
their human resources, they are prone to fall behind in countless other ways as well.
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Noeet al. (2013) in their comment on the fact that we live in very turbulent times. Changes occur frequently in
organizations, in jobs and in the way they are performed.
McConnell (2014) says companies that have an investment perspective of human resource management view
training as an opportunity to increase long-term productivity. Training may also be viewed as a solution to a number
of problems, such as substandard quality resulting from skills deficiencies and the voluntary turnover of employees
seeking more rewarding jobs.
Abbas Q. and Yaqoob (2009) according to them, this fact is of no question that the most domineering apprehension
for organizations is performance. The study found that training and development had positively correlated and claimed
statistically significant relationship with employee performance and effectiveness.
Mahbuba, (2013) HRM activities are considered as a gift in the eyes of employees and training is one of them.
Iftikhar and Sirajud (2009) training and development is an important activity to increase the performance of the
employees.
Rajasekar and Khan (2013) focused and analyzed that employee training & development is one of the essential
parts of human resources management with the identification of organizational need, technique and procedure at
different industrial perspectives.
KAAR Technologies (2005), Ramanujam IT Park, Chennai - The word ‘Kaar’ originates from Tamil, one of the oldest
classical languages in the world. ‘Kaar’ means rain, which is derived from the word ‘Kaar Meham’- portraying dark
and dense, life sustaining monsoon clouds. As the moisture-laden clouds engulf the earth, they descend in the form
of millions of immaculate raindrops, which in turn nurture nature’s bounty.The company’s logo is represented by a
pair of raindrops, placed above the visual of a ripple wave. This symbolizes how a single drop creates a vibrant ripple
effect upon impact.It is the same guiding principle that Kaar Technologies imbibes in its quest to impact businesses,
and make a difference by touching the lives of its clients and employees.The first approaching raindrop is orange in
color, reflecting optimism; while the second raindrop and ripple are maroon, depicting vitality, prosperity and growth
– which is the ultimate consequence of the interaction.
PROPOSED MODEL
Transformation
From
Interns to Employees
At
KAAR Technologies
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AIM OF THE STUDY:

Is to Study the functions and effectiveness of learning and development department at KAAR Technologies
NEED FOR THE STUDY

Interns are in turns considered as assets of the company by placing them as employees in the company based on
their performance gained through Training. It was once said by an intellectual, “Give me five children and I will give
them back as what you desire them to be”. If the Learning and Development is so effective then all the interns can
be converted as effective employees which helps in direct development of the company as what achieved by Kaar
Technologies pvt Ltd.
SCOPE OF THE STUDY

The study is restricted only KAAR Technologies the outcomes of the learning process can be applicable to other services
sectors and may not be applicable to a mini or micro scale business
●● The primary objective of the study is to study the effectiveness of L&D Department of KAAR Technologies
●● To make a module for better learning platform
AREA OF THE STUDY

The area of the study is in the field of human resource with special reference to learning and development of the
employees in KAAR Technologies, TIDEL PARK - OMR at Chennai
RESEARCH METHODOLOGIES:
The methodology adopted in this study is the questionnaire method based on the objective Circulated though Google
Form. The sample size of the research has been considered as a total 50 employees working in KAAR Technologies,
Neville Tower, TRIL Infopark at Chennai. The collected data were analysed using percentage analysis.
No. Of Interns
Percentage of Interns = -------------------------------- X 100
Total No. of Interns
Convenience sampling method was used for the study
Data Analysis and Interpretation – Percentile Analysis

SA – Strongly Agree, A –Agree, N – Neutral, DA – Dis Agree, SDS – Strongly Disagree
The schedule were made clearly SA SA% A A% N N% DS DS% SDS SDS%
82 41% 12 6% 6 3% 0 0 0 0
Increased our Capabilities 72 31% 16 8% 6 3% 6 3% 0 0
Efficient Trainer 81 40% 17 9% 2 1% 0 0 0 0
Understood the Need and necessity of Training 69 33% 19 8% 10 5% 2 1% 0 0
Co-ordination among L&D and Trainers 76 38% 14 7% 7 4% 3 2% 0 0
Internet connectivity Issue. 24 12% 36 18% 21 10% 11 6% 8 4%
Online Training is Effective 36 18% 24 12% 17 9% 12 6% 11 5%
Sufficient Knowledge 71 35% 24 12% 4 2% 1 1% 0 0%
Understandable 63 32% 22 11% 12 6% 3 2% 0 0%
Trainers gave enough space 59 30% 31 15% 8 4% 1 1% 1 1%
Good Rapport 64 32% 30 15% 6 3% 0 0 0 0
Clarity on applying tools in the job 86 43% 14 7% 14 7% 0 0 0 0
Time required is Adequate 67 36% 24 12% 24 12% 0 0 0 0
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Content was universal 87 43% 12 6% 12 6% 0 0 0 0

Content made easy through training 71 35% 23 12% 6 16% 0 0% 0 0
Evaluating Tasks 92 31% 87 43% 13 7% 0 0 0 0
Portals Assessment 83 41% 14 7% 3 2% 0 0 0 0
Academics are not interrupted 92 46% 8 4% 0 0 0 0 0 0
FINDINGS
●● 8
2% of the interns strongly agreed that their schedule was made clearly and informed to them prior by L&D
department.
●● 72% of the interns feel that this program increased our capabilities to our current or future job.
●● 8
1% of the interns strongly agreed that the trainers were selected for the training program based on their
Efficiency in their Practice.
●● 6
9% of the interns strongly agreed to the statement that L&D makes them understand about the need and
necessity of the training program.
●● 76% of the interns strongly agreed that the Co-ordination among L&D and the trainers are appreciable.
●● 36% of the interns agreed that the major challenges they faced during the training is Internet connectivity.
●● 3
6% of the interns strongly agreed to the statement that When compared to Offline Training (Vestibule
Training),they had a effective training through online mode.
●● 7
1% of the interns strongly agreed that the trainer had sufficient knowledge to impart the content in an
effective way.
●● 63% of the interns strongly agreed that the trainer was Understandable, Amicable and Adjustable.
●● 59% of the interns strongly agreed that the trainer gave enough space to the trainees to clarify their doubt.
●● 64% of the interns strongly agreed that the Trainers were able to create a good rapport with them.
●● 86% of the interns feel that there was a clarity on the applying the tools and concepts on the present job.
●● 67% of the interns strongly agreed that the time required for content delivered is adequate.
●● 8
7% of the interns strongly agreed that the content delivered was universal and it can be used even if I change
my current job.
●● 7
1% of the interns strongly agreed that the content was very complicated, but it was made easier through
training.
●● 72% of the interns feel that their knowledge was assessed by evaluating multiple Tasks.
●● 8
3% of the interns strongly agreed that they will be placed with their job profile once after they finish all
Portals assessment successfully.
●● 92% of the interns feel that their Academics are not interrupted during their Internship period
SUGGESTIONS:
●● T
he organisation has to maintain the present planning system for the future which will highly facilitate the
coordination among the trainers and interns.
●● D
ue to the current pandemic situation the training programs are delivered through online, even though online
serves as a best platform for sharing knowledge, training is considered to be a challenge for trainers as they
deal with freshers, henceforth if the company can arrange for offline training session the learning process can
be made more lively.
●● O
n demand of employees uncomfortability in using his /her personal gadgets. The company can take necessary
steps in providing laptops for training purpose or can arrange finance to buy a new laptop which will be
deducted from their salary.
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●● V
ery few companies pay stipend for their interns, KAAR Technologies is one such and also ensures with a
job after the successful completion of training, this motivates the interns to be more adaptive, attentive and
acceptive.
CONCLUSION
Dhrona chariya made Arjuna the world’s great archer through learning. Even though learning is available in multiple
forms a learner must be willing to learn new information. A learner must identify the need to adapt one’s behavior
and be able to learn a new skill, and the learner needs to have an open mind to be receptive to a new way of thinking
and performance. If an individual has consistent competency towards learning new things he may constantly reach the
highest goal by satisfying the current roles.
BIBLIOGRAPHY:
[1] Pearson (2012), Human resource management. A critical approach on page no: 398-405.
[2] K. Aswathappa (2013), Human resource management. A critical approach on page no: 372-380.
[3] Gary Dessler 11th Edition Pg.295 to 296 - Human resource management, Pearson Publication
[4] K
ahn, William (1990). Personal Commitment and DisCommitment at work. A critical approach on page no: 692-
7244.
[5] Dr. K. Rao Prashanth Jyoty (2019) “A Study on Competency Mapping and Commitment of the employees at ITES”
[6] L M Prasad (2011) Pg 142 -144 Organisation Behaviour, Sultan and Chand Publications
WEBLIOGRAPHY:
[1] wikipedia<www.wikipedia.org>
[2] googlewww.google.co.in
[3] http://www.kaartech.com/
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A STUDY ON IMPACT OF COVID 19 TOWARDS SELF HELP GROUP

WOMEN ENTREPRENEUR’S WITH SPECIAL REFERENCE
TO VELLORE CITY
K.KALAIVANI
Research Scholar
Dr.T.BHARATHI
Research Supervisor
ABSTRACT
Recent literature addresses the issue of COVID 19 towards entrepreneurship. The purpose of this paper was to extend existing
research on the linkages between entrepreneurship problems faced by them and challenges to overcome to achieve their goal.
This paper makes an attempt to evaluate the impact of COVID 19 towards Women Self Help Groups at Vellore City. A Cross-
sectional research was conducted through a structured questionnaire on 100 women entrepreneurs in the area of Vellore
city. Population of study is women who are associated with Self Help Groups (SHG’s). These women are married and
have at least one child. Results reveal that indicators based on problems faced by them lack of Mental Strength, Lack of Finance,
Unfavorable Environment, Risk towards health due to COVID19. The Women Entrepreneurs overcome during COVID 19 by
moving forward, finding balance to achieve with a healthy mindset, and selecting the right focus. This study reveal that Women
Entrepreneur’s are basically strong while doing business but the changes in environment will affect them. The tool in enhancing
women entrepreneurship is completely based on their self dependency and motivation given by the family members.
INTRODUCTION:
“Never Give up on a dream even if the progress is slow” – Mahalakshmi Saravanan.
A SHG (self help group) is a community based group with 10-20 members. They are usually women from similar social
and economic backgrounds, all voluntarily coming together to save small sums of money, on a regular basis. They
pool their resources to become financially stable, by taking loans from their collective savings during the times of
emergency or financial scarcity, important life events or to purchase assets.
Ms. Farhat, a Self Help Group member working at Koel Apparel Park, Palamu, Jharkhand encouraged women’s
self-help groups (SHGs) to fight like foot soldiers against COVID-19 in India. So far, more than 19 million masks have
been produced by 20,000 SHGs across 27 Indian states. Women Self Help Groups in India had taken up extraordinary
challenges during COVID – 19 Pandemic by producing masks, sanitizers, protective equipments, running community
kitchens, creating awareness about banking and financial solutions to far–flung communities. 2
In Vellore District Micro and Small Entrepreneurs Association (VDMSEA) has welcomed the budget proposal for an
increase in subsidy for investments in MSMEs. In a press release, VSMSEA president M.V.Swaminathan said that there
is a increase in capital subsidy from ₹25 lakh to ₹50 lakh. Allocation of ₹100 Crore Subsidy on interest rate has been
increased from the existing 3% to 5%. This subsidy would give a boost to small business entrepreneurs in the state. 3
Problems of Women Entrepreneurs: In General Women entrepreneurs encounter two sets of problems, General
and specific problems. These are discussed follows. Problem of Finance, Scarcity of Raw Material, Stiff Competition ,
Limited Mobility , Family Ties, Lack of Education , Male-Dominated Society, Low Risk-Bearing Ability.
Suhali Sultan, Wasim I.M. Sultan (2020) Journal of Small Business and Enterprise Development ISSN: 1462 -6004, published
dated on 21st 1October 2020 has reviewed about the Women MSME’s in times of crisis: Challenges and opportunities, this study
reveals about the CORONA Crisis harms the performance of many women MSME’s in terms of production, turnover profit. 4
1 https://www.researchgate.net/publication/345313192_Women_MSMEs_in_times_of_crisis_challenges_and_opportunities
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Vanessa Ratten (2020) Journal of Enterprising Communities: People and Places in the Global Economy ISSN:
1750-6204 published dated on 12th August 2020 has find about that the Entrepreneurship Education Community
managing the Crisis Covid 19 this means the use of augumented reality and artificial intelligence is needed to simulate
the real environment. 5
Suhail M. Ghouse, Gerard McElwee, Omar Durrah (2019) International Journal of Entrepreneurial Behavior &
Research ISSN: 1355-2554 published dated on 18th April 2019 has Research on cottage entrepreneurship in the
context of an Arab country is scarce and the study provides an overview of the obstacles and support required for the
development of women entrepreneurship in Oman 6
Lei Zhu, Orhan Kara, Xiaowei Zhu ( 2019) Journal of Entrepreneurship in Emerging Economies ISSN: 2053-4604
Publication date: 4 March 2019 A comparative study of women entrepreneurship in transitional economies: The case
of China and Vietnam has find about that the demonstrating the ability and gaining public recognition play a more
important role when Chinese women entrepreneurs decide to establish their businesses. Both Chinese and Vietnamese
women agree that good management skills are essential to achieve their goals. 7
●● To Study the problems faced by Self Help Group Women Entrepreneurs during
●● COVID 19
●● To identify the challenges faced by them during COVID 19
●● To evaluate the business strategies taken by women entrepreneurs post covid 19 to recover the business strength
●● To offer suggestion to the women entrepreneur’s to overcome these challenges.
SOURCES OF DATA:
In this study, both primary data and secondary data were used. The primary data were collected by using a structured
questionnaire method. A questionnaire, containing (15) fifteen questions was framed with utmost care to fulfill the
objectives of the study. Secondary data were collected from books, journals, magazines, dailies, reports of various
agencies, such as journal of marketing in relevant web sites.
SAMPLING SIZE AND DESIGN:

The Research study area is comprised of five areas in Vellore City, Tamilnadu
S.No Areas in Vellore City No. of No. of No. of completed
questionnaires questionnaires questionnaire received
supplied collected and used for the study
1 Officers Line, Vellore 35 33 30
2 Thotapalayam, Vellore 20 20 20
3 Adukambarai, Vellore 20 15 15
4 Bagayam, Vellore 20 15 15
5 Arni Road, Vellore 25 21 20
Total 120 104 100
SAMPLING METHOD:
The population is infinite for this study. Hence the data collection is based on convenient sampling method. To test the
significance of the data it is analyzed by using average and simple percentage. To focus the data it is presented tables
used in this study, have been rounded off.
https://www.emerald.com/insight/content/doi/10.1108/JEC-06-2020-0121/full/html
https://www.emerald.com/insight/content/doi/10.1108/IJEBR-10-2018-0691/full/html
https://www.emerald.com/insight/content/doi/10.1108/JEEE-04-2017-0027/full/html
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●● T
he study confines only to the women Entrepreneurs who engage at Vellore district only. Hence, the finding
cannot be generalized.
●● The information provided by the respondents is spontaneous and they may not be consistent.
DATA ANALYSIS AND DISCUSSION
Table No. 1 - Age of the Respondents
Age of the Respondents Frequency Percentage

20-30 27 27
31-40 36 36
41-50 27 27
Above 50 10 10
Total 100 100
Table No. 2 - Educational Qualification of the respondents
Educational Qualification Frequency Percentage

Secondary school certificate 67 67
Higher secondary certificate 18 18
Under graduate 10 10
Post graduate 2 2
Others 3 3
Total 100 100
Table No. 3 - Marital Status of the respondents
Occupation Frequency Percentage

Married 89 89
Unmarried 11 11
Total 100 100
Table No. 4 - Respondents and their No. of dependents in a family
Dependents Frequency Percentage

Below 3 21 21
4 -6 46 46
7–9 33 33
Total 100 100
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PROBLEMS FACED BY SELF HELP GROUP WOMEN ENTREPRENEURS DURING COVID 19
Table No 5 - Having Fear about the CORONA VIRUS will affect their family
Fear about CORONA Virus Frequency Percentage

Yes 76 76
No 24 24
Total 100 100
Table No. 6 – Volume of Business Sales Affected due to COVID 19 Lockdown
Volume of Sales Frequency Percentage

Below 50,000 21 21
50,001 to 1,00,000 18 18
1,00,001 to 2,00,000 53 53
2,00,001 and above 8 8
Total 100 100
Table No. 7 - Fear to touch the money during COVID 19
Frequency Percentage
Yes 48 48
No 52 52
Total 100 100
CHALLENGES TO OVERCOME BY SELF HELP GROUP WOMEN ENTREPRENEURS DURING COVID 19
Table No.8 – Overcome from their Financial Problems during COVID 19
Factors Frequency Percentage

Burn your own savings 52 52
Getting Loan from Bank NIL NIL
Getting loan from friends and relatives 15 15
Withdrawal from your own business capital and 33 33
Reserves
Total 100 100
Table No.9 - Family Members were helpful and support during COVID 19
Types of Support Frequency Percentage

Moral Support 39 39
Financial Support 25 25
Physical Support 25 25
All the above 11 11
Total 100 100
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Table No.10 - Pandemic Situation have affected the Mental Strength of Women Entrepreneur’s
Frequency Percentage
Yes 68 68
No 32 32
Total 100 100
Table No. 11 – Business strategies taken by Women Entrepreneurs post COVID 19 to recover the business strength
Steps Strongly Agree Neutral Disagree Strongly

Agree Disagree
Pricing Strategies 40 38 5 10 7
Packing and Distribution with Utmost Care due to COVID 19 42 22 6 18 12
Improving Customer Service 55 25 20 0 0
Technological development 38 22 18 13 9
"(Order receiving through Social Media, like facebook,
Instagram, Whatsapp etc.,)
Environment Sustainablility 39 27 19 15 0
(Using Bio Degradable Products)
SUMMARY OF FINDINGS:
Based on Demographic Details:
●● It is found that Majority (40%) of the women entrepreneurs are from the age group of 35 to 45 years in this area.
●● More than half 52% of the women entrepreneur earned monthly income of below 20,000 pm
●● It is found that, 46% of the women entrepreneurs have 4 to 6 members of dependents in their family
●● Majority (89%) of the women entrepreneurs are married women in this study. It is concluded that the
married women entrepreneurs contributes their skill and idea to expand their business.
●● It is found that, 67% of the women entrepreneurs’ educational qualification is below SSC and 2% is post
Graduate holders in this study area.
●● 57% of the women entrepreneurs are doing food making and selling as Self Help Group activity by getting
loan from Self Help Group Association Vellore.
●● Very meager (1% and 2%) of the women entrepreneurs in this study are doing artificial jewellery and
handicraft products sellers.
●● Based on Problems faced by the SHG’s Women Entrepreneurs during COVID 19
●● 76% of the women entrepreneurs are affected due to COVID 19 lockdown made by the government
●● 48% of women entrepreneurs are feared about touching money during COVID 19 lockdown
●● More than half that is 53% of women entrepreneurs business volume of sales amounted to below Rs.2,00,000
were affected During COVID 19
●● Based on Challenges to Overcome by the SHG’s Women Entrepreneurs during COVID 19
●● 52% of women entrepreneurs were burn their savings money during COVID 19 to run their family, and 33% of
them were spend money from the capital amount of their own business to run their family, the other 15% of
the respondents are borrowed money from their friends and relatives to run the family.
●● 39% of women entrepreneurs were getting moral support from their family members during COVID 19.
●● 32% of women entrepreneurs are loss their mental strength during COVID 19 lockdown pandemic situation.
●● Based on Business Strategies taken by the SHG’s Women Entrepreneurs post COVID 19 to recover the business
strength.
●● 40% of SHG’s Women entrepreneurs are using Pricing Strategies to attract the customers to renovate the business
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●● 4 2% of SHG’s Women Entrepreneurs are developing packing and distribution to create hope among the
customers that their products are safe and secure.
●● 55% of the SHG’s Women Entrepreneurs are improving their customer service by their taste and preferences
to develop the business in effective manner.
●● 38% of the SHG’s Women Entrepreneurs are technologically developed to receive the customer request and
satisfy the needs of them.
●● 39% of SHG’s Women Entrepreneurs are very clear about that the environment sustainability is the only choice
to avoid these pandemic situations in future.
SUGGESTIONS:
1. D
uring this Pandemic Situation government initiate lock down to avoid spreading CORONA virus, same way
they can initiate many schemes of loans can be offered to women entrepreneurs with minimum rate of interest
to wake up the business opportunities again to the society.
2. The Government can initiate awareness campaigns to handle the pandemic situation during COVID 19
3. T
he Women Entrepreneurs are the back bone for their family. So, the family members can provide moral and
financial support to expand their business towards our society.
4. M
ore number of Entrepreneurs associations can be developed by women entrepreneurs to avoid huge loss in
their business.
5. T
he Government can provide the training programs to the SHG’s Women Entrepreneurs to know about the
technological innovations of e commerce trade that is B2B, B2C, B2G etc.,
6. Society should come forward to accept the women entrepreneurs.
CONCLUSION:
In the present scenario, due to COVID 19 everyone is feared about our environmental surroundings. Women
entrepreneurs are now seeking gainful self employment in several fields. Their contribution plays a vital role in
development of Indian Economy. The government actions towards entrepreneurship will make the women strong
and strength. Especially During the pandemic situation, the women entrepreneurs need support from their family and
government to recover their business strength to develop the socio economical status of our country.
REFERENCES:
[1] h ttps://www.worldbank.org/en/news/feature/2020/04/11/women-self-help-groups-combat-covid19-
coronavirus-pandemic-india
[2] http://gbse.com.my/v1no3jan17/Paper-40-.pdf
[3] https://www.uschamber.com/co/start/strategy/covid-19-impact-on-women-owned-businesses
[4] h ttps://www.worldwidejournals.com/global-journal-for-research-analysis-GJRA/special_issues_pdf/
November_2014_1476528334__35.pdf
[5] https://www.womensweb.in/2018/06/5-inspiring-women-entrepreneurs-in-chennai-whose-stories-youll-love/
[6] Vellore entrepreneurs welcome capital subsidy increase - The Hindu dated on 14/02/2020
[7] B
estSocialEntrepreneurinIndia|MahalakshmiSaravanan|WomenEntrepreneurinIndia(womenentrepreneursindia.
com)
[8] https://www.emerald.com/insight/content/doi/10.1108/JEC-06-2020-0121/full/html
[9] https://www.emerald.com/insight/content/doi/10.1108/IJEBR-10-2018-0691/full/html
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SPIRITUAL INTELLIGENCE – A HEALTHY COPING MECHANISM

FOR COVID-19 ANXIETY
AMRITHA JESSICA SAMSON

Department of Commerce, Ethiraj College for Women, India
[email protected]
ABSTRACT
COVID-19, an infectious disease caused by a newly discovered coronavirus, caused a pandemic that affected countless
lives across the world. Governments across the world were forced to impose strict lockdowns and nations suffered
because of it. Millions of people were out of jobs, suffered from loneliness because of social distancing and slid into
depression. The aim of this study is to understand whether anxiety caused by the fear of contracting COVID-19 is affected
by one’s spiritual well-being. Primary data was collected using a structured questionnaire. The scales used are COVID-19
Anxiety Syndrome scale (Nikčević and Spada, 2020) and subscales of the ‘Spiritual Intelligence Self-Report Inventory’
(King, 2008). This study is a pioneer in exploring whether Indians who have higher Spiritual Intelligence cope better with
COVID-19 anxiety. The sample for the study was 200 Undergraduate and Postgraduate students. Purposive sampling
technique was adopted. The tests used for analysis were Percentage analysis, t-test, ANOVA and Correlation analysis.
KEYWORDS: Covid-19, Anxiety, Spiritual Intelligence, Mental Health, Well-being.

INTRODUCTION
On 11th February 2020, the World Health Organization announced the official name for the novel corona virus disease that
was first identified in Wuhan, China. WHO named the disease COVID-19. In COVID-19, “CO” stands for corona, “VI” for virus,
and “D” for disease. The virus caused a pandemic that affected countless lives across the world. Due to the infectious nature
of the disease, governments across the world were forced to impose strict lockdowns in countries and millions of people
were out of jobs, suffered from loneliness because of social distancing and they slid into depression. While employees were
asked to work from home, students too had to start learning from home, over online platforms like Google Classroom, Zoom,
etc. According to a survey conducted by The National Council of Educational Research and Training (NCERT), at least 27%
of students did not have access to laptops and smartphones to attend online classes. According to a survey conducted by
BML Munjal University 49% of the students said that the most challenging things to cope with during COVID-19 were stress,
anxiety and loneliness, which impacted their mental health. Anxiety is defined as a feeling of fear that is usually, characterized
by physical symptoms such as increased heart rates, sweating, and high levels of stress. COVID-19 Anxiety refers to feelings
of prolonged stress caused by fear of the Corona virus. Spiritual Intelligence can be defined as the capacity of a person to
have a sense of purpose in life because of high levels of conscience and commitment to human values. Spiritual Intelligence
is often seen as a good coping mechanism for anxiety (Prazeres, 2020).
Son et al. (2020) in their paper titled ‘Effects of COVID-19 on College Students’ Mental Health in the United States:
Interview Survey Study’, conducted a study amongst 195 students of a public university in the US. The aim of the study
was to analyse the effects of the pandemic on their mental health. The results indicated that 71% of the students showed
increased stress and anxiety levels due to the pandemic. The multiple stressors that contributed to the increase in
anxiety were ‘worry about their own health and of their loved ones’, ’difficulty in concentrating, ‘disruptions in sleeping
patterns’, ‘decreased social interactions due to physical distancing’ and ‘increased concerns on academic performance’.
Prazeres et al. (2020) conducted a study on coping mechanisms of Healthcare Workers and published a paper
titled, ‘COVID-19-Related Fear and Anxiety: Spiritual-Religious Coping in Healthcare Workers in Portugal’. The main
objective of their study was to understand the role that spirituality plays with managing fear and anxiety caused by
the Corona virus. The study was conducted in Portugal amongst 222 Healthcare Workers. The instruments used were
the ‘Duke University Religion Index’, ‘Spirituality Scale’, ‘Fear of COVID-19 Scale’, and ‘Coronavirus Anxiety Scale’. It was
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found that spirituality was associated with lower COVID-19 as participants that had relatively high levels in the hope/
optimism dimension of the Spirituality Scale displayed less COVID-19-related anxiety.
Lucchetti (2020), published a paper titled, ‘Spirituality, religiosity and the mental health consequences of social
isolation during COVID-19 pandemic’. A cross-sectional study was conducted in May, 2020. 485 participants from
Brazil were part of the online survey. It was found that high spiritual beliefs during the pandemic was associated with
better mental health outcomes and participants that were more involved in religious activities showed lower levels of
worrying and fear. These results highlighted the importance of ensuring continuity of religious activities during the
pandemic to minimize the consequences of social isolation.
Sundaresan et al. in their paper “Psychological Impact of COVID-19 and Lockdown among University Students in
Malaysia: Implications and Policy Recommendations” examined the levels of anxiety of students from universities in
Malaysia during the COVID-19 pandemic. Levels of Anxiety were measured using the ‘Self-rating anxiety scale’ (Zung,
1971). It was found that staying alone caused high levels of anxiety. The study also revealed that the main stressors for
students were financial problems, attending classes online and uncertainties about their careers.
RESEARCH GAP
Since the pandemic began, several studies have been conducted on the awareness and impact of COVID-19 on the
economy, preferences about employees working from home, as well as online teaching and learning. However, spiritual
well-being and the mental health of students during COVID-19, although spoken about, has not been studied in India.
Spirituality is often seen as a good coping mechanism for individuals suffering from severe health conditions and
going through stressful times (Weaver, 2003). Psychological distress amongst students was seen during the pandemic
and a study amongst college students revealed that 53.1% of students had symptoms of depression and 37.2% had
anxiety (Purushothaman, 2020). The COVID-19 pandemic has caused people to focus on holistic health management,
especially spiritual growth, as it known to be a useful strategy in helping people cope positively with health issues and
other forms of suffering (Roman et al, 2020). Therefore, this study aims to examine the relationship between Spiritual
Intelligence and COVID-19 Anxiety amongst students in India.
NEED FOR THE STUDY

The COVID-19 pandemic has made people realize the importance of one’s immunity and healthy lifestyle to protect themselves
from the effects of the deadly virus. It is important to realize that while addressing the physical health effects of COVID-19
is absolutely necessary, mental health effects should not be disregarded. In India, therapy for mental health issues is often
stigmatized. Research has shown that India spends less than 2% of its annual health budget on mental health, which is far less
than many countries of the world; the amount spent on mental health being only 33 paisa per mental health patient. Son et al.
(2020). The mental health of students in higher education should be taken care of. Spiritual growth is necessary for students to
have a healthy coping mechanism when they are faced with problems so that they don’t resort to alcohol and substance abuse.
Studies show that 65% of patients suffering from depression and anxiety indicated that they wanted spirituality to be a part of
their treatment. (Rao, 2005). Therefore, the main objective of this study is to throw light on the importance of spiritual growth
to help the vulnerable population of students deal with COVID-19 anxiety. This study is a pioneer in exploring whether students
in India who have higher Spiritual Intelligence are able to cope better with anxiety caused by COVID-19.
●● To review existing literature on the two factors namely COVID-19 and Spiritual Intelligence.
●● T
o determine the differences amongst respondents with respect to COVID-19 anxiety and Spiritual Intelligence
on the basis of chosen demographic variables (t-test, ANOVA).
●● T
o examine the nature of the relationship that exists between COVID-19 Anxiety and Spiritual Intelligence
(Correlation analysis).
A structured questionnaire was framed using the COVID-19 Anxiety Syndrome scale (Nikčević and Spada, 2020) to measure
COVID-19 Anxiety and subscales of the Spiritual Intelligence Self-Report Inventory (King, 2008) to measure Spiritual Intelligence.
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The sample comprised of 200 students. The sampling technique adopted was Purposive sampling since only UG and PG students
were allowed to be a part of the study because they are vulnerable and the negative effects of the pandemic could impact their
mental health in the long-run. The tests used for analysis were Percentage analysis, t-test, ANOVA and Correlation.
ANALYSIS AND INTERPRETATION
Percentage analysis – General Demographics

Data was collected from 200 Undergraduate and Postgraduate students in Chennai, out of which 84% were pursuing
their Undergraduate degree and 16% were pursuing their Postgraduate degree. 75% of the respondents were Female
and 25% were Male. The monthly income for 32.5% of the students was less than 20,000, 21.5% students between
20,000-40,0000, 13% between 40,000-60,000, 14% between 60,000-80,000 and 19% above Rs. 80,000.
Specific Demographics
56% of the students indicated that they did not have any pre-existing medical conditions, while 44% indicated that they
have pre-existing medical conditions which increases their risk of contracting COVID-19. 44.5% of the students felt that their
spirituality had increased because of COVID-19, 9.5% felt that the pandemic caused a decrease in their spirituality, and 46%
indicated that they did not have any change in their spirituality because of COVID-19. Only 9% of the students indicated that
they did not attend church services and functions or go to beaches, malls or theatres even after they reopened.
COVID-19 ANXIETY AND GENDER – T-TEST

Null Hypothesis: There exists no significant difference between Male and Female respondents with respect to COVID-19 Anxiety.
Gender Mean S.D. t Sig.
COVID-19 Anxiety Male 1.8350 1.00565 0.032 0.859
Female 1.9789 0.96779 (NS)
Note: 1. NS – Not Significant
The p value of COVID-19 Anxiety is 0.859. Since it is greater than the alpha value of 0.05, it is inferred that there
exists no significant difference of Means between Male and Female respondents for COVID-19 Anxiety. Therefore,
the Null hypothesis is accepted. The Mean score of Male respondents for COVID-19 Anxiety is 1.8350 and for Female
respondents is 1.9789, which signifies that Female respondents have higher COVID-19 Anxiety than Male respondents.
COVID-19 Anxiety and Income – ANOVA
Null Hypothesis: There is no significant difference amongst the respondents of different income groups with respect
to COVID-19 Anxiety.
Between Groups Sum of Squares df Mean Square F Sig.
92.548 34 2.722 0.202
Within Groups
366.647 165 2.222 1.225
Total 459.195 199 (NS)
The results of the ANOVA test indicate that there exists no significant difference amongst respondents for COVID-19
Anxiety based on Income. Therefore, the null hypothesis is accepted and it is concluded that the income of individuals
does not significantly affect their anxiety caused by COVID-19. This is because the Corona Virus has affected people
from lower as well as higher income sections of the society. A survey conducted in January 2021, found that 77% of
economically active adults in India were affected because they lost income due to the COVID-19 pandemic.
Spiritual Intelligence and COVID-19 Anxiety – Correlation Analysis
Null Hypothesis: There exists no significant relationship between Spiritual Intelligence and COVID-19 Anxiety.
r value
Spiritual Intelligence
-0.028 (NS)
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NS – Not Significant
The results of the Correlation analysis indicate that there is a negative relationship between COVID-19 Anxiety and
Spiritual Intelligence, which means that students with a higher level of Spiritual Intelligence have lower COVID-19
Anxiety. However, this result is not statistically significant. Therefore, the results of this study do not indicate that
Indians who have higher Spiritual Intelligence cope better with COVID-19 anxiety. This may be because COVID-19 is a
novel virus and although spirituality is seen strongly in Indians, that does not change their views about the dangers and
fear of the virus. Results of other studies have shown that individuals who have higher levels of spirituality generally
have lower levels of anxiety (Prazeres, 2020).
●● Anxiety is a relative concept and is affected easily by the external environment. Therefore, it is hard to quantify.
●● Spirituality is subjective and differs from one religion to another.
●● T
he COVID-19 pandemic is an unprecedented situation; therefore, the emotions individuals are going through
are difficult to comprehend.
●● T
he preventive actions and behaviour of individuals are based on the guidelines set by the government and
may not reflect their usual behaviour.
CONCLUSION
This study analysed the relationship between COVID-19 Anxiety and Spiritual Intelligence. Due to the long-lasting
pandemic and travel restrictions, students’ mental health and education is impacted. Students face a lot of challenges
while growing up such as financial troubles, losing loved ones and struggling to perform academically well. Anxiety
amongst students should not be ignored as it often leads to depression and suicidal thoughts. This study found there
exists a negative relationship between Spiritual Intelligence and COVID-19 Anxiety. Therefore, further studies can be
conducted that analyse the benefits of spiritual intelligence on the mental health of students.
BIBLIOGRAPHY
[1] K ing, D. B., & DeCicco, T. L. (2009). A viable model and self-report measure of spiritual intelligence. International
Journal of Transpersonal Studies, 28(1), 68–85.
[2] Lucchetti G, Góes LG, Amaral SG, Ganadjian GT, Andrade I, Almeida POA, do Carmo VM, Manso MEG. Spirituality,
religiosity and the mental health consequences of social isolation during Covid-19 pandemic. Int J Soc Psychiatry.
2020 Nov 2:20764020970996. doi: 10.1177/0020764020970996. Epub ahead of print. PMID: 33135559;
PMCID: PMC7649649.
[3] Nikčević, A. V., & Spada, M. M. (2020). The COVID-19 anxiety syndrome scale: Development and psychometric
properties. Psychiatry research, 292, 113322. https://doi.org/10.1016/j.psychres.2020.113322
[4] Prazeres, F.; Passos, L.; Simões, J.A.; Simões, P.; Martins, C.; Teixeira, A. COVID-19-Related Fear and Anxiety:
Spiritual-Religious Coping in Healthcare Workers in Portugal. Int. J. Environ. Res. Public Health 2021, 18, 220.
https://doi.org/ 10.3390/ijerph18010220
[5] Rao MS. Spirituality in psychiatry? Psychiatry. (2005) 2:20–2.
[6] Rathore. (2020a, March 22). How Committed Is India to Mental Health? The Diplomat. https://thediplomat.
com/2020/03/how-committed-is-india-to-mental-health/
[7] Ravichandran SP et al. Int J Community Med Public Health. 2020 Dec;7(12):4917-4926
[8] Roman, N. V., Mthembu, T. G., & Hoosen, M. (2020). Spiritual care - ‘A deeper immunity’ - A response to Covid-19
pandemic. African journal of primary health care & family medicine, 12(1), e1–e3. https://doi.org/10.4102/
phcfm.v12i1.2456
[9] Sundarasen S, Chinna K, Kamaludin K, Nurunnabi M, Baloch GM, Khoshaim HB, Hossain SFA, Sukayt A.
Psychological Impact of COVID-19 and Lockdown among University Students in Malaysia: Implications and Policy
Recommendations. International Journal of Environmental Research and Public Health. 2020; 17(17):6206
[10] Son C, Hegde S, Smith A, Wang X, Sasangohar F, Effects of COVID-19 on College Students’ Mental Health in the
United States: Interview Survey Study, J Med Internet Res 2020;22(9):e21279
[11] Weaver, Andrew & Flannelly, Laura & Garbarino, James & Figley, Cr & Flannelly, Kevin. (2003). A systematic
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[12] Zung, W.W.K. A rating instrument for anxiety disorders. Psychosomatics 1971, 12, 371–379
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A STUDY ON RESOURCES USED FOR ONLINE CLASS BY COLLEGE

STUDENTS AT HOME IN CHENNAI CITY
Dr. MEENA. V
Associate Professor, Head Dept of Home Science - Interior Design and Décor
Sri Kanyaka Parameswari Arts and Science College for Women, Chennai – 1.
ABSTRACT:
The impact of COVID 19 has completely changed the entire education system since March 2020. As per the guidelines
of UGC, various places in India started online classes. This study investigates the resources used for online classes,
health problems and satisfaction levels among college students in an online learning situation. To realize the objective
of this research, the purposive sampling method has been adopted for collecting one hundred and twenty students in
the e-learning system in various women’s colleges. The data were analyzed using test SPSS 20 descriptive statistics
and Parametric statistics like Chi-square, t-test and correlation. The result showed that 91 percent of students used
smartphone devices for attending online classes. For study purposes as well as another purpose, 75 percent of the
students spent approximately 6 hrs daily. This study result showed that frequency of health issues existed always in
the neck, elbow, back and eye strain those who are using a smartphone. College students get adapted to this online
class where there is no other option to continue their studies in this COVID 19 pandemic period. Using a laptop or
Desktop instead of smartphones will lead the students to make their life comfortable and healthy.
Key words: Online class, COVID 19, College students, Resources, Smartphone
INTRODUCTION
The present situation rapidly changed the education system into an online mode with no other option. Slowly students
understood the present scenario and began participating in online classes. The minimum requirement for participating
in online classes is access to a computer, smartphone online therefore motivating and urge the knowledge among
students. Students find the online environment convenient to fit education into their busy lives. Online learning is
education that takes place over the internet. This is often referred to as an e-learning system. E-learning may be used
to describe any learning that is electronically mediated or facilitated by transaction software (Zemsky and Massy,
2004). Well-designed course content motivates interaction between the faculty and students. Of those institutions
offering distance education, 43% offered Internet courses using synchronous computer-based instruction, which can
also be called online courses (Waits and Lewis, 2003).
OBJECTIVES: THE MAIN STUDY IS TO
●● Identify the resources used for online classes.

●● Analyse health problems by using devices for online classes among college students.
●● Determine satisfaction level of college students with regard to online class.
HYPOTHESES:
1. There is association between device used for online class with respect to health problem.
2. There is significant difference between smartphone and laptop/desktop with respect to Accessories.
3. There is relationship between online class with respect to satisfaction level of students.
DESIGN OF STUDY:
The present study examined the key devices used for online classes and outlines some of the factors that cause health
problems and satisfaction levels in participating in online classes. Data is the most basic requirement which paves way
for investigation. To determine the main problem thereby testing the formulated hypotheses, an ex-post-facto design
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was followed. Hence, the survey method was chosen as the most appropriate method for the collection of primary
data pertaining to the study. The questionnaire thus formulated in google form and was circulated to various women
college students at Chennai through WhatsApp and email. The data collected from the respondents were edited, coded,
classified, tabulated and analyzed statistically by descriptive and parametric statistical tests namely Chi-square, t-test
and correlation.
FINDINGS OF THE SURVEY:

At present, there is a need for opting internet facilities and device for attending online class to urge the knowledge. Due
to inflation and crisis, every family is forced to meet the challenges. The research report found that the use of mobile
devices in online learning courses was widespread. Overall, 56 percent of online college students used a smartphone
or tablet to complete at least some of their online course related activities, according to the 2019 OCS report. The
details of the respondents are presented under the following subheadings.
DEVICES USED FOR ONLINE CLASS:

Table 1 reveals the devices used for Online class and time spent by the selected respondents.
Table 1 Devices used for Online Class
Device used for Online Class N = 120 In Percent

Smartphone 111 91.0
Laptop / Desktop 9 7.4
Study Purpose
1-3 hrs 78 65.0
3-5 hrs 36 30.0
5-7 hrs 5 4.2
7-10 hrs 1 0.8
10+ hrs - -
Other Purpose
1-3 hrs 75 62.5
3-5 hrs 27 22.5
5-7 hrs 13 10.8
7-10 hrs 5 4.2
10+ hrs - -
From the above table, it’s crystal clear that the majority of the respondents are using smartphones (91 percent)
for online classes whereas very few using Laptops/desktops (7.4 percent). The majority of the students reported
that online class is going on for 1-3 hrs (65 percent) and 30 percent of the respondents spend 3 – 5 hrs for an online
class. At the same time, students using devices for other purposes like chatting with family members, friends and so
on. 75 percent of students spend 1 – 3 hrs for another purpose. The shift from regular classes to online classrooms
has brought lot of challenges in screen time. According to MHRD Maximum screen time should be 3 hours per day for
online classes. Approximately 70 percent of students using their devices for more than 3 hrs leads to mental stress and
other health issues.
DEVICES USED WITH RESPECT TO ACCESSORIES:

The table depicts the details related to the accessories such as mic, headphone, speaker and the devices used for an
online class. Since P-value is less than 0.01, there is a significant difference between smartphones and laptops/desktops
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with regard to Accessories. Based on the score, laptops/Desktops have better in an online class than a smartphone
because of a wider view and good quality in taking the class notes content and following all other assignments and
webinar PPT presentations. Hence, Hypothesis 1 “There is a significant difference between smartphone and laptop/
desktop with respect to Accessories” is accepted.
Table 2 t test for significant difference between Smartphone and laptop/desktop with respect to Accessories
Device used for Online Class Mean Std. Deviation t value P Value
Accessories Smartphone 2.72 1.717 -3.119** <0.001**
Laptop/Desktop 4.67 2.693 -2.133 0.063NS
Note: ** Denotes significant at 1% level
USAGE OF DEVICES AND HEALTH PROBLEM OF COLLEGE STUDENTS:

Today’s college students are proficient with technology, using it daily in and out of the classroom. However, heavy
reliance on technology can lead to negative implications on the health of many students, and especially those in
college education. College courses demand a greater length of studying and use technology such as phones, laptops
and applications Magher, M. (2018).
Table – 3 Chi-square test for association between Usage of Devices and Health Problem of College Students
Smartphone Laptop/Desktop/Tablet Pearson

Chi-Square
Health Problem Always Sometimes Never Always Sometimes Never
Value
Neck pain 111 - - 1 8 - 105.714**
92.5% 11.1% 88.9%
Elbow pain 13 52 46 1 4 4 0.031 NS
10.8% 43.3% 38.3% 0.8% 3.3% 3.3%
Hand and Wrist 26 37 48 2 4 3 0.498NS
pain 21.7% 30.8% 40.0% 1.7% 3.3% 2.5%
Back pain 40 17 54 3 1 5 0.196NS
33.3% 14.2% 45.0% 2.5% 0.8% 4.2%
Arm pain 77 19 15 2 3 4 9.035*
64.2% 15.8% 12.5% 1.7% 2.5% 3.3%
Knee pain 16 60 35 - 4 5 2.883 NS

13.3% 50.0% 29.2% 3.3% 4.2%
Eye-sight problem 62 21 28 3 2 4 1.980 NS
51.7% 17.5% 23.3% 2.5% 1.7% 3.3%
Headache 102 1 8 5 1 3 12.639**
85.0% 0.8% 6.7% 4.2% 0.8% 2.5%
Eye strain/ 105 4 2 4 2 3 27.942**
Irritability 87.5% 3.3% 1.7% 3.3% 1.7% 2.5%
Ear problem 31 41 39 3 3 3 NS
27.9% 34.2% 35.1% 2.5% 2.5% 2.5%
Note: ** Denotes significant at 1% level

* Denotes significant at 5% level
Hence, concluded that there is association between health problems like Neck Pain, Headache and
Eyestrain/irritability of college students with the usage of smartphones. Based on the total percentage, 92.5
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percent of college students have neck pain, headache (85 percent), eye strain/irritability (87.5 percent) always
using smartphones. Based on the total percentage, 11.1 percent of college students have neck pain, headache
(0.8 percent), eye strain/irritability (11.7 percent) always using laptops or desktops. Hence the majority of
the students face a high level of health problems with the usage of smartphones at the same time students
face a low level of health problems by using laptops or desktops. As the educational system changed to online
classes due to this COVID 19 pandemic period student’s education is very important to impart knowledge at the
same time using laptop or desktop would be an ideal choice for its screen size and quality and reduce health
problem. Hence, Hypothesis 2 “There is association between device used for online class with respect to health
problems” was partially accepted.
ONLINE CLASS AND SATISFACTION LEVEL OF COLLEGE STUDENTS:

College students get adapted to this online class where there is no other option to continue their studies in this
COVID 19 pandemic period. Multiple approaches define and assess student satisfaction. Because colleges and
universities have to be much more responsive to their student (Long, 2011; Bordelon, 2012; Allen & Seaman,
2013). This implies satisfaction is an underlying indicator of success in various learning environments,
especially online modalities. Satisfied students appear to be engaged, motivated and responsive; contribute
to an effective learning climate; and achieve at higher levels. Dissatisfied or ambivalent students contribute to
environments where instructors appear to have much more difficulty facilitating effective learning situations
(Dziuban et al., 2007).
The Correlation Coefficient between well-organized class and subject enrichment curriculum is 0.282 which
indicates (0.2822 = 0.079) 7.95 percentage positive relationships between well-organized class and subject
enrichment curriculum and is significant at 1% level. The Correlation Coefficient between a well-organized
class and satisfaction in an online class is 0.353 which indicates (0.3532 = 0.124) 12.4 percentage negative
relationships between a well-organized class and satisfaction in an online class is significant at 1% level.
Correlation Coefficient between enrichment of subject curriculum and online test and Evaluation of online test
indicates positive correlation at 1% percent level and Workshop, webinar, Assignment through online indicates
negative correlation at 5% level.
Table 4 Pearson Correlation Coefficient between Online class and satisfaction level of college students.
Online class and Enrichment Periodic Evaluation Satisfa Satisfa Satisf assign Satisfaction
Satisfaction level of Subject online test of online ction ction _ action _ ment _ enjoy
curriculum class test _ rest/ online Workshops and online
leisure/ educ and Seminar learning
hobby] ation Webinar through class
conducted] online
Pearson
.282** .216* .191* -.102 -.353** -.139 -.236** -.154
Well Correlation
Organized Sig.
.002 .018 .037 .266 .000 .130 .009 .093
Class (2-tailed)
N 120 120 120 120 120 120 120 120
Pearson
1 .366** .457** -.092 -.124 -.214* -.218* -.219*
Enrichment Correlation
of Subject Sig.
.000 .000 .319 .176 .019 .017 .016
curriculum (2-tailed)
N 120 120 120 120 120 120 120
Pearson
1 .619** -.186* -.040 -.179* -.126 -.171
Correlation
Periodic
Sig.
online test .000 .042 .665 .050 .170 .062
(2-tailed)
N 120 120 120 120 120 120
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Pearson
1 -.044 -.065 .010 -.168 -.196*
Evaluation of Correlation
online class Sig.
.636 .478 .913 .067 .032
test (2-tailed)
N 120 120 120 120 120
Pearson
Satisfaction 1 .410** .436** .490** .254**
Correlation
on rest/
Sig.
leisure/ .000 .000 .000 .005
(2-tailed)
hobby
N 120 120 120 120
Pearson
1 .319** .428** .591**
Satisfaction Correlation
in online Sig.
.000 .000 .000
education (2-tailed)
N 120 120 120
Satisfaction Pearson
1 .506** .215*
on Correlation
Workshops Sig.
.000 .019
and Webinar (2-tailed)
conducted N 120 120
Satisfaction Pearson
1 .355**
in Correlation
Assignment Sig.
and Seminar .000
(2-tailed)
through
online N 120
Correlation Coefficient between enrichment of online test and Evaluation of online test indicates positive correlation
at 1% percent level and Workshop, webinar indicates negative correlation at 5% level. Correlation Coefficient between
enrichment of online test and Evaluation of online test indicates positive correlation at 1% percent level and Workshop,
webinar indicates negative correlation at 5% level. This finding supports a few studies reporting that students are
generally more satisfied with face-to-face courses than their online counterparts (Roach and Lemasters, 2006). This
result is in contrast that online classes give more satisfaction particularly for the enhancement of the subject curriculum
and webinars. Online learning requires much more self-motivation to concentrate on the task. Hence, Hypothesis 3
“There is relationship between online class with respect to satisfaction level of students” is partially accepted.
CONCLUSION:
College students get adapted to this online class where there is no other option to continue their studies in this COVID
19 pandemic period. Staying at home all the time and balancing multiple things can be stressful for many people. It
requires students to have good time-management skills and self-discipline. Students use a laptop, desktop, smartphone,
or tablet for online learning. A laptop or desktop would be an ideal choice for its screen size and quality. Using laptop
or Desktop instead of smartphones will lead the students to make their life comfortable and healthy.
REFERENCES:
[1] D
ziuban, C., Moskal, P., Brophy-Ellison, J., & Shea, P. (2007). Student satisfaction with asynchronous learning.
Journal of Asynchronous Learning Networks, 11(1), 87-95.
[2] M
agher, M. (2018). Benefits of Laptops for students. World Education. Seattle PI. USA. Retrieve on May 8, 2018
from http://education.seattlepi.com/benefitslaptops-students-3053.html
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[3] R
oach, V., and Lemasters, L. (2006). Satisfaction with online learning: A comparative descriptive study. Journal of
Interactive Online Learning, 5(1), 317-332.
[4] W
aits, T., & Lewis, L. (2003). Distance education at degree-granting postsecondary institutions, 2000–2001.
Retrieved November 19, 2004, from http://nces.ed.gov/ surveys/peqis/publications/2003017/
[5] Z
emsky, R., & Massy, W. F. (2004). Thwarted innovation: What happened to e-learning and why. Retrieved from
the website of the Learning Alliance at the University of Pennsylvania, November 8, 2004, at http://www.irhe.
upenn.edu/Docs/Jun2004/ThartedInnovation.pdf
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EFFECTIVENESS OF DETERMINANTS OF QUALITY OF WORK

LIFE ON ORGANISATIONAL PERFORMANCE AMONG THE
HEALTH CARE EMPLOYEES IN CHENNAI CITY
R.CHANDINI
Ph.D (Full-Time) Research Scholar, PG & Research Department of Commerce, R.V. Government Arts College, Chengalpattu
[email protected]
Dr. J. SRINIVASAN
Associate Professor & Research Supervisor, PG and Research Department of Commerce,
R.V. Government Arts College, Chengalpattu
[email protected]
ABSTRACT
Aim:
The primary objective of the research is to investigate the association between quality of work life and organisational
performance.
Methodology:
The research investigates the relationship between the quality of work life and organisational performance. The
sample size of the study is 300 health care employees. Descriptive statistics and regression used for the study. The
data were analysed using SPSS 22
Findings:
Managers and policymakers in health care can use the findings to plan and execute appropriate measures to strengthen
QWL. Better QWL is important for attracting and retaining skilled and empowered workers, and it can contribute to
improved service efficiency in health-care organizations.
INTRODUCTION:
Employee job performance is influenced by a variety of variables that affect employees’ fitness, behavior, and work environment,
as well as their well-being and quality of life at work (QWL). Job satisfaction, morale, performance, fitness, job stability,
protection, and well-being are all related to QWL, which consists of four axes: a stable working atmosphere, occupational health
care, sufficient working time, and an appropriate work environment. As previously said, career satisfaction, non-work life
domain satisfaction, overall life satisfaction, personal enjoyment, and subjective well-being are all impacted by the workplace.
Additionally, increasing morale will boost workers’ QWL, while enhancing employees’ QWL will improve the organization’s
competitiveness. In the field of health organizations, the association between QWL and efficiency has already been investigated,
leading to the implementation of effective methods to increase hospital productivity. However, nothing is understood on how
the QWL’s behavioral and subjective elements influence an employee’s sense of responsibility to the organization’s efficiency.
Research Reviews:
Hackman (1980) Quality Work Life is described as a promising working environment that attracts and enhances employee
satisfaction by, among other things, offering benefits, job protection, and opportunities for career advancement.
Saraji and Dargahi (2006) QWL is a comprehensive, department-wide initiative aimed at enhancing workforce
retention, improving job understanding, and aiding workers in properly handling transformation and adjustment for
health-care employees.
Argentero, Miglioretti & Angilletta, (2007) QWL is a multidimensional concept that encompasses an employee’s
physical, social, psychological, and environmental aspects. It is the result of a personal study in which each person
weighs his or her own desires, hopes, and aspirations against what he or she believes to be true.
Srivastava, Geetika & Singh (2010) The research looked at job responsibilities as well as opportunities for
employees to gain competence, understanding, qualifications, experience, and other skills when working for the
firm. If their educational standards and career expectations escalate, employees expect their employers to provide
them with adequate room and guidance to Purohit experience job development and professional progression.
Employee assistance is a popular industry practice.
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Manisha (2013) A survey of organizational policies and provisions concerning employee work-life balance was
performed among a cross-section of leading corporate organizations in Pune, representing the four industrial sectors of
engineering, information technology, education, and banking equally. Organizations’ reactions to employees’ demands
for work-life harmony are mostly favorable, according to the findings.
Frank D Pot (2014) Extreme stress is caused by people’s failure to fix challenges and delays at work, not by the
problems themselves. This applies to differences in quantitative task demands and available time or staff; qualitative
job demands and education or training; difficulties and delays and supervisory and co-worker support; and job
complexity and cohesion.
Cross Ogohi Daniel (2018) The quality of work life refers to the extent to which employees of a workplace can meet
essential personal interests as a result of their experiences there. By including them in the making of work-related
decisions, the essence of QWL is having a huge effect on their work atmosphere, increasing their self-esteem and job
satisfaction.
Proposed model of the Study:
Support from colle ague s

and supe rvisor
Safe and Good Working

Environme nt
Organisational
Employe e Commitme nt
Re spe ct in the work place Pe rformance
Work Life Balance
Growth and De ve lopme nt
RESEARCH AIM:
The primary objective of the research is to investigate the relationship between quality of work life and organisational
performance.
HYPOTHESIS OF THE STUDY:

H01: Supervisors appreciation strongly contribute the organisational performance
H02: Safe and good working environment strongly contribute the organisational performance
H03: Respect in the work place strongly contribute the organisational performance
H04: Work life balance strongly contribute the organisational performance
H05: Growth and development strongly contribute the organisational performance
LIMITATIONS:
●● This research was limited to the health-care industry.

●● R
esearchers could broaden the reach of this analysis by incorporating workers from other companies and
doing a cross-industry comparison.
●● S ince this was a scientific analysis, the findings only produced numerical accounts of human experience rather
than qualitative dimensions.
●● The research is limited to Chennai.
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RESEARCH TOOLS AND MEASURES:

The research was conducted using a formal questionnaire. The consistency of work life was assessed using 30 objects
across six dimensions. A total of ten items were used to assess the organization’s efficiency. Employees in the health-
care industry were asked to answer to a five-point Likert scale with SA-5, A-4, N-3, DA-2, and SDA-1. The questionnaire
was provided to the health-care workers by the researcher. The data were analyzed using SPSS version 22 and various
statistical methods such as descriptive statistics, Pearson correlation, and multiple regressions. Convenience sampling
method was adopted.
ANALYSIS AND DISCUSSION:
Table 1
S. No Items Alpha
1 Support from colleagues and supervisor 0.77
2 Safe and Good Working Environment 0.76
3 Respect in the Work Place 0.74
4 Work Life Balance 0.83
5 Growth and Development 0.75
6 Organisational Performance 0.72
7 Employee Commitement 0.79
8 Quality of Work Life 0.80
Table 2 Descriptive Statistics
Variables Mean Standard Deviation

Support from colleagues and supervisor 3.17 1.30
Employee Commitment 3.29 1.26
Safe and Good Working Environment 3.41 1.35
Respect in the Work Place 3.48 1.43
Work Life Balance 1.111 1.09
Growth and Development 3.21 1.23
Organisational Performance 3.31 -
Quality of Work Life 0.921 -
The study relies on descriptive statistics including mean and standard deviation. The mean value shows that each
variable’s value is between 3.1 and 3.6. Both factors have a standard deviation of between 0.3 and 1.4.
Table 3 Multiple Regression analysis Independent Variable (Quality of work life), Dependent Variable
(Organisational Performance)
Beta Std.Error Beta t value Sig

1 0.621 0.063 0.629 11.567 0.000
2 0.543 0.087 0.421 6.921 0.000
3 0.321 0.059 0.471 7.723 0.000
4 0.521 0.061 0.529 8.959 0.000
QWL was favorably and substantially linked to organizational success (0.629, p0.001), according to the findings.
Employee dedication was favorably linked to QWL (0.421, p0.001). Furthermore, after dedication was taken into
consideration, the beta weight for QWL decreased from 0.629 to 0.529. As a result, dedication met the criteria for being
a partial mediator in the relationship between QWL and OP.
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CONCLUSION:
The study contributes significantly to the understanding of the relationship between QWL and OP. Despite the fact
that previous studies have proposed a connection between QWL and EC. The association between job quality and
organizational efficiency has never been empirically evaluated before. In order to optimize the impact of QWL on
OP, health care organisations should understand the EC factor. To get a holistic picture of the phenomena, not only
the overall relationship among variables is investigated, but also the individual influence of each component of QWL
is conceptualized and empirically checked. The findings of this study can be useful in assisting decision-makers in
determining important occupational variables that influence employees’ QWL. These discovered variables could help
them build plans to solve and enhance employee QWL in health-care organizations. According to the findings, paying
attention to the various aspects of QWL, such as employee safety and well-being, encouragement from co-workers and
supervisors, respect in the workplace, work-life balance, growth and development, and quality of work life, would lead
to increased employee engagement and organizational efficiency. As a result, a greater quality of work life is critical for
attracting and retaining skilled and empowered workers, which can contribute to improved service quality in health-
care organizations.
REFERENCES:
[1] Clark, S. C. (2000). Work/family border theory: a new theory of work/family balance. Human Relations, 53(6)
[2] C
ross Ogohi Daniel (2018) Analysis of Quality Work Life on Employees Performance; International Journal of
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org || Volume 8 Issue 02 Series. IV || February 2019 || PP 60-65
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rank D Pot (2014), Quality of working life and organizational performance – two sides of the same coin? Scand
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anju, R., & Ranjit, G. (2014). Model of worklife Balance explaining Relationship Constructs. International
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aschold F. The politics and economics of workplace development. In: Kauppinen T, Lahtonen M, editors. National
action research programmes in the 1990s. Helsinki: Ministry of Labour; 1994. Labour Policy Studies, number 86.
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urohit, M. (2013). A Comparitive Study of worklife balance in various industrial sectors in Pune Region.
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amstad E. Innovation generating model – simultaneous development of work organization and knowledge
infrastructure [dissertation]. Helsinki: ; 2008. Tykes Report 65.
[13] S rivastava, V., Geetika, & Singh, T. (2010). HR practices, quality of work life and organizational efficiency: With
special reference to IT-enabled service sector in India. Indian Journal of Training and Development, 40(3), 1–10.
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CONSUMER TILT FROM UNORGANISED TO ORGANISED RETAIL:

A REALITY CHECK
RAVEENA.S.K.
Ph.D. Research Scholar, P.G. & Research Dept. of Commerce,
D.G. Vaishnav College (University of Madras), Arumbakkam, Chennai – 106.
[email protected]
DR. HARIDAYAL SHARMA

Asst. Professor & Research Supervisor, P.G. & Research Dept. of Commerce,
D.G. Vaishnav College Arumbakkam, Chennai – 106.
[email protected]
ABSTRACT
Retail industry in India is one of the most important industry which contributes 10 percent of National GDP and
8 percent of employment. The objectives of the paper are to explore the current position of retailing industry and
to analyse the preference of consumers towards unorganised and organised retailing in Chennai. The questionnaire
was circulated to 45 respondents and analysed using Statistical Package for Social Sciences (SPSS). Analytical tools
like Paired t test, Chi-Square test were calculated and major findings of the study reported that there is a significant
difference between organised and unorganised retailing with respect to technology, impulse purchases and offers,
there is no association between the average income and monthly shopping with distance travel and time spend for
shopping with respect to organised and unorganised retailing in Chennai city. It is being concluded that, in reality the
consumers prefer unorganised retailing more as compared to organised retailing.
Keywords: E-Commerce, Retailing Industry, Foreign Direct Investment.
Retail industry plays an important role in the development of the economy and is one of the largest industries among
all industries. India’s largest private sector is said to be retailing industry which contribute 10 percent of national GDP
and 8 percent of employment, hence proved to be one of the pillars of Indian Economy. Retail Industry is the largest
source of employment, which enhances the national GDP and helps in improving the status of Indian Economy, next only
to the agriculture sector. India has proven potential market for global retail players which attracts heavy Foreign Direct
Investment into the country with 100 percent in single brand and 51 percent in multi-brand retailing.
Indian market proves to be the “Most promising Land” for retail as it provides many opportunities for global
retailers. In past two decades, retail industry has undergone a considerable change in terms of the demographic, size,
scope and complexity. India is one of the fastest growing market with large population over 1.2 billion which promotes
entrepreneurial development opportunities and is the third largest economies in the world in terms of the purchasing
power. Entrepreneurial development opportunity provided by the sector is the major source and acts as an important
factor in the booming economy.
RETAIL INDUSTRY IN INDIA

Traditionally many parts of India have retail in unorganised format which have been formulated into four types of retail
mechanisms- annual markets, weekly markets, village stores and mom and pop/Kirana stores. During 12th century,
infusion of western concepts brought about change in the structure of retailing. Government’s initiative to setup Public
Distribution System (PDS) outlet to sell subsidised food and started Khadi Gram Udyog to sell clothes (Cotton Fabric).
Due to transformation and growth in technology, rapid urbanisation and enhanced completion the sector has
transformed itself from traditional method of retailing into organised retailing market in India. Organised retail market
in India has transformed the economy into booming economy, change in the taste and preference, needs and wants of
the modern consumers. Growing urbanisation along with rising discretionary spending’s have altered the necessary
wants into luxury needs. The growing unorganised sector has given free license of entry for new global players in the
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form of globalisation, rise in the income level of individual thus making Indian economy a growing economy. Bombay
dyeing, Raymond’s, Titan was the first organised retailing established in India.
Online retail is expanding steadily in the country with the millions of internet users. The online shopping is now
becoming a fashion. E-tail helps in promotion of foreign products in India among the youth, it has higher purchasing power
in tier 1 cities and upper-class people in tier 2 and 3 cities. Based on the Evolutionary theory, the retail life cycle has four
stages - Innovation, Accelerated Development, Maturity, Decline. It is said that India is in accelerated development stage
when it comes to online retail. At present 97 percent of unorganised retail is being dominated in India. It is forecasted by
2021, major share of 75 percent of retail share is expected to be hold by traditional retail, 18 percent by organised retail
and 7 percent by e-tail. Major players include Walmart, Tesco, Shoppers Stop, Ikea, Reliance etc.
TILT IN CONSUMER’S ATTITUDE TOWARDS RETAIL INDUSTRY

With the great number of middle-class people in India these changes took place in Indian retail sector as fast
as compared to other major global markets. As market is becoming customer centric, the modern retail format of
shopping has changed the buying behaviour of the consumer due to rise in multi-store shopping malls, double income
in families, shopping centres, entertainment and food all under one roof etc.

●● To explore the current position of the retailing industry.
●● T
o analyse the preference of consumers towards retail industry in the context of the organised and unorganised
retailing sector.
HYPOTHESIS OF THE STUDY

H0: There is no significant difference between the consumers preferential factors of organised and unorganised
retailing sector.
H1: There is significant difference between the consumers preferential factors of organised and unorganised retailing
sector.
H0: There is no association between the average monthly income and distance travelled in organised and unorganised
retailing sector.
H1: There is association between the average monthly income and distance travelled in organised and unorganised
retailing sector.
H0: There is no association between the grocery shopping on monthly basis and the time spent in organised and
unorganised retailing sector.
H1: There is association between grocery shopping on monthly basis and the time spent in organised and unorganised
retailing sector.
Research design: The research design adopted in the study is descriptive statistical research design. The primary
objective of the study is to explore the current situation of retail industry and also to analyse the consumer preference
towards organised and unorganised retailing sector.
Sources of data: The researcher has adopted primary data. The primary data of the study is collected with the help
of structured questionnaire in the google forms.
Sampling techniques: Snowball sampling technique has been adopted for the study. Snowball sampling technique
is non-probability sampling techniques through which circulating the questionnaire to the reference groups.
Sample size: The sample size of the study is 45 respondents from Chennai City who intend to make purchasing
decisions and also purchase their products for their personal consumption in both organised and unorganised retailing
sector.
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Tools used for the study: Statistical Package for Social Sciences (SPSS) has been used for the analysis made for the
study. Analytical tools used are as follows
●● P
aired t test has been applied in the study to find out the significant difference between the consumers
preferential factors of organised and unorganised retailing sectors.
●● C
hi-Square test has been used for the study to find the association between the average monthly income
and distance travelled; grocery shopping on monthly basis and the time spent in case of both organised and
unorganised retailing sector.
Srivastava (2019) identified obstacles faced by organised retailers in India, such as inadequate power supply,
corruption, labour regulation, outdated road, rail, port services and unavailability of internet connectivity to every
corner across rural areas. The major finding of the study is that infrastructural and operational challenges of the Indian
market facing by organised retail for its successful development.
Sangvikar.B (2019) analysed the various aspects of organised and unorganised retailing by the way of their
operating structure, sale distribution, promotional tools for store functioning and income differences in India. The
researcher identified that development of mall culture has affected unorganised clothing retailers, with mass discount
and offers. Retailers of stationary, courier were less effected compared to other retailers.
Joseph M (2018) examined the impact of intermediaries and manufacturers in unorganised sector. The study
indicates that how consumers and farmers get benefited from the organised retailers. The result found that unorganised
retailers in the vicinity of organised retailers experienced a decline in sales and profit in the initial years of the entry
of organised retailers.
Koshy (2017) attempts to address the effect of demonetisation on unorganised retailers in Pathanamthitta district
of Kerala. The unorganised retailers were badly hit and faced decline in the footfall. That was the initial stage in the
change in buying behaviour of most of their regular customers to organised retailing from unorganised retailing. The
results of the study revealed that the small unorganised retailers were severely hit by impact of demonetisation.
Patil.P.S. (2017) attempted to provide an overview of an E-retailing prospects in India. The researcher analysed
that with the millions of internet users there is raise in E-tail in India. Existing players are reinventing with the entry
of new brands and players. During the financial year of 2016-2017 there was a tremendous increase in online retail
purchases made by the consumers in India.
Bhatnagar S (2015) seeks various challenges faced by unorganised retailers from organised retailers and the
findings of the study revealed that the critical challenges of unorganised sector include lack of technology, limited
storage space and low investments. Researcher suggested few success mantras to be adopted by unorganised retail.
These strategies include modernizing the store, better display of branded products, use of technology, promotion of
business etc.
Raghavendra R.H (2014) examined the dominating role of unorganised retailing sector in India and explained the
reasons for its dominance because of family run business. They lived a satisfied life not based on profit. Unorganised
retailing business benefits people pertaining to daily wages, credit facilities to seasonal and unemployment workers.
Shaha.N.V. (2013) analysed the retailing structure in India and also the role of FDI in Indian retailing. 51% to single
brand retailing and 100% to multi-brand retailing. India is the second largest production of fruits and vegetables after
China. It is concluded that FDI plays a major role in the development of retailing sector in India and also paves way for
the strong basement of the retailing sector.
Talreja (2013) identified the factors influencing the perception towards organised retailing from unorganised
retailing. The result showed that there is a significance difference between the consumer perception towards both
organised retailers and unorganised retailers regarding their store image, range of products, brand choices, price, store
atmosphere, credit availability, shop proximity. The researcher concluded that in spite of enormous potential and growth
opportunities available for the organised sector, it will not create a major impact on the unorganised retailers because of
the mindset of Indian consumers will who cannot think of a life’s without having a local kirana store near by their locality.
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Gupta (2013) analysed the factors which influence the consumers to prefer organised retailing over unorganised
retailing and vice-versa and also to identify the problems faced by the consumers from organised as well as unorganised
retail outlets. Majority of consumers visit organised retail formats because of their significant advantageous features
as compared to unorganised outlets.
ANALYSIS AND FINDINGS

Table-1 represents the demographic respondents of the study. The study reveals that majority of the respondents
in a family are between 3-6 members, while coming to earnings, one or two members earns in a family, 42% of the
respondents earn average monthly income between Rs.35000-80000 and least number of respondents fix a monthly
budget amounts above Rs.10000 for purchase of grocery and they purchase for every 2–3 months. Most of the
respondents shop their grocery equally in both organised and unorganised retailing sector.
Table:1 Demographic distribution of the respondents
Demographics Sub factor Frequency

Members in a family Less than 3 3
3-6 37
Above 6 5
Earning in a family 1 17
2 19
3 8
4 & Above 1
Monthly Income Below 35000 11
35000-80000 19
80000-140000 12
Above 140000 3
Budget - Shopping of Grocery Below 3000 12
3000-5000 16
5000-10000 13
Above 10000 4
Purchase of Grocery During necessary 12
Daily 5
Weekly 7
Monthly 19
Every 2 or 3 months 2
Mostly Shop Grocery Unorganised Store 15
Organised Store 11
Equally in both 19
Table: 2 shows the calculation of Chi-Square. From the factor A and B the calculation of chi-square,
●● I t has been found that there is no association between average monthly income of family and distance travelled
to both unorganised retail store and organised retail store.
●● I t has been found that there is no association between grocery shopping on monthly basis and time spent in
unorganised retail store and organised retail store.
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Table:2 Chi-Square test
Factor – A Factor - B Value Significance

Average Monthly Distance travel to Unorganised Retail Store 6.080 Not Significant
Income of Family Distance travel to Organised Retail Store 7.928 Not Significant
Grocery Shopping Time spent in Unorganised Retail Store 9.736 Not Significant
on monthly basis Time spent in Organised Retail Store 10.950 Not Significant
Table-3 paired sample t test has been calculated. It has been found that, there is a significance difference between the
Organised and the Unorganised retail store with respect to festival offers, provides speciality advertisement, choice
and variety of products, valet parking, branded products, technology-oriented devices, impulse purchase of product,
speciality products, offers and discounts.
Table:3 Paired Sample t-test
Particulars t value Sign value Significance

Festival offers -4.204 .000 Significant
Gifts -3.878 .000 Significant
Provides speciality advertisement -3.799 .000 Significant
Choice and variety -3.748 .001 Significant
Valet parking and waiting facility -3.706 .001 Significant
Branded products -3.601 .001 Significant
Bar Code, QR scanner, price detector -3.544 .001 Significant
Impulse Purchase -3.274 .002 Significant
Offers and Discount -3.216 .002 Significant
Speciality products -3.206 .003 Significant
Comfortable transaction -2.857 .007 Not Significant
Trade mark, quality, expiry date can be checked -2.853 .007 Not Significant
It is very hygiene -2.588 .013 Not Significant
Better display -2.384 .021 Not Significant
Phone service is available (Amount exceed 1000) -1.689 .098 Not Significant
Door delivery -1.677 .101 Not Significant
Customer service -1.643 .108 Not Significant
Exchange facilities -1.522 .135 Not Significant
Electronic weight machine -1.401 .168 Not Significant
Credit facility 1.255 .216 Not Significant
Quick billing is done -1.244 .220 Not Significant
Freshness of grocery -1.219 .229 Not Significant
Fraudulent activities / malpractice/ adulteration -1.080 .286 Not Significant
Connectivity- who maintains better CRM .969 .338 Not Significant
Feedback is entertained -.747 .459 Not Significant
Trust worthy -.713 .479 Not Significant
More Savings -.404 .688 Not Significant
Provides price less than MRP -.111 .912 Not Significant
Quality of products have changes 0.000 1.000 Not Significant
Saves time 0.000 1.000 Not Significant
CONCLUSION
The main objective of the study is to analyse the preference of consumers towards retail industry in the context of the
organised and unorganised retailing. The major findings of the study includes, there is a significant difference in the
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technology, infrastructure, brand and offers between unorganised and organised retailing. It is also being found that
there is no association between the average monthly income and distance travelled; grocery shopping on monthly
basis and the time spent in case of both organised and unorganised retailing sector.
The major reasons found from the response of the respondents for tilt in unorganised to organised retailing
includes personal involvement, impulse purchase of products and product awareness. In reality, from the response
it is being evident that consumers prefer unorganised retailing more as compared to organised retailing because of
speed of delivery, profitable in standard of living, feels safety in keeping personal belonging. Customer loyalty is much
higher in unorganised retailing as compared to organised retailing.
LIMITATIONS AND SCOPE FOR FUTURE RESEARCH

Although the paper has its own significance and scope, it has its own limitations. The study has been confined only to
limited number of respondents in Chennai City. Hence, future research can be applied to various regions across the
country with the adequate number of respondents. The study has been made with respect to consumers preferential
factors in organised and unorganised retailing sector. Hence, the scope for future research recommends to pursue
research activities related to barriers to consumer adoption behaviour in retailing industry and also in various other
sectors of the economy. The study has been performed taking into consideration the preferential point of view of
consumers, hence future studies can be made from retailers’ point of view.
REFERENCES
[1] Srivastava, V., Srivastava, M.K. and Singhal, R.K., Challenges for Organized Retailing in India.
[2] B
hatnagar, S., 2015. Challenges and success mantras for unorganised retailing against organised
retailing. International Journal of Management, 3(1), pp.33-36.
[3] R
aghavendra, R.H., 2014. An Overview of Unorganized Retail Sector in India. PhD Research Scholar, Department
of Commerce, School of Management, Pondicherry University), http://elkjournals. com/Master Admin/Upload
Folder/6% 20 AN% 20OVERVIEW% 20OF% 20UNORGANIZED% 20RETAIL, 20.
[4] Koshy, L., 2017. Influence of Demonetisation on Unorganised Retailers. Available at SSRN 2969784.
[5] P
atil, P.S., 2017. From Retail to E-Retail-An Overview of E-Retail in India. International Journal of Engineering
Technology Science and Research, 4(11), pp.338-344.
[6] S angvikar, B., Kolte, A. and Pawar, A., 2019. Competitive Strategies for Unorganised Retail Business: Understanding
Structure, Operations, and Profitability of Small Mom and Pop Stores in India. International Journal on Emerging
Technologies, 10(3), pp.253-259.
[7] Shaha, N.V. and Shinde, M.A., 2013. FDI in Indian Retail Sector: A Critical Analysis.
[8] Joseph, M., 2008. Impact of organized retailing on the unorganized sector (No. 222). Working Paper.
[9] T
alreja, M. and Jain, D., 2013. Changing consumer perceptions towards organized retailing from unorganized
retailing-an empirical analysis. International Journal of Marketing, Financial Services & Management Research,
2(6), pp.73-85.
[10] G
upta, U. and Tandon, V.K., 2013. Changing consumer preferences from unorganized retailing towards organized
retailing: A study in Jammu. Journal of emerging knowledge on emerging markets, 4(1), p.10.
[11] https://www.ibef.org/industry/retail-india.aspx
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A STUDY ON CUSTOMER SATISFACTION TOWARDS MARUTI

SUZUKI CARS
S. RAJ KAMAL
Research Scholar, Department of Commerce, S.I.V.E.T College Chennai.
Dr. G. RAJENDIRAN
Associate Professor and Head & Research Supervisor, Department of Commerce,
S.I.V.E.T College Chennai.
ABSTRACT
Customer satisfaction is a term used in marketing to measure how products and services supplied by a company meet
or exceed customer expectations. Customer satisfaction, often abbreviated as CSAT, is an often used term in marketing.
The a key performance indicator within the business and is often part of a balanced scorecard. In a competitor market
place where businesses compete for customers, customer satisfaction is seen as a major differentiation and has
increasingly become a key element of business strategy. Therefore, it is essential for businesses to manage customer
satisfaction effectively.
INTRODUCTION:
Marketing is the study of management of exchange relationships. Marketing is used to create, customer satisfaction.
The customer as the focus of its activities, it can be concluded that Marketing is one of the important components of
Business Management - the other being Innovation. The modern marketing concept was considers the consumers’
wants and needs as the guiding spirit and focuses on the delivery of such goods and services that can satisfy those
needs most effectively. Thus, marketing starts with identifying consumer needs to plan the production level of goods
and services accordingly to provide him the maximum satisfaction of Consumers . In the other words, the products
and services are planned to be according to the needs of the customers rather than according to the availability of
materials and machinery. All activities manufacturing Process, research and development, quality control chen\ck,
distribution level of goods, selling etc.
●● To study customer satisfaction towards the age of vehicle usage of Maruti Suzuki.
●● To know about the effect of various marketing factors on customer satisfaction.
●● To study customer satisfaction with value and service networks.
●● To know if Maruti Suzuki’s performance is as per the customers’ expectation.
LIMITATIONS OF THE STUDY;

Expected delivered value is being measured - CSAT is not necessarily a measure of the firm’s overall value or quality,
its offering value
Higher CSAT scores may be a reflection of the firm’s lower expectations
Higher CSAT scores could not provide an increase in profitability (and may even have a negative financial impact -
mainly due to greater customer value increases by the firm).
This source text required for additional translation information
The automotive industry in India is one of the very largest automotive markets in the world. It had be previously
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been one of the fastest growing markets globally. India’s biggest passenger car and commercial vehicle manufacturing
industry is the sixth largest in the world, with an annual production of more than 3.9 million units in 2011. According
to recent reports, India overtook Brazil to become the sixth largest passenger vehicle producer in the world (heating
such old and new auto makers as Belgium. United Kingdom, Italy. Canada, Mexico, Russia, Spain, France, Brazil).
INDUSTRY PROFILE:
The automotive industry in India is one of the very largest automotive markets in the world. It had be previously
been one of the fastest growing markets globally. India’s biggest passenger car and commercial vehicle manufacturing
industry is the sixth largest in the world, with an annual production of more than 3.9 million units in 2011. According to
recent reports, India overtook Brazil to become the sixth largest passenger vehicle producer in the world (heating such
old and new auto makers as Belgium. United Kingdom, Italy. Canada, Mexico, Russia, Spain, France, Brazil).Throughout
the course of 2011 and 2012, the industry grew 16-18%, selling around three million units. In 2009. India emerged as
Asia’s fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand. In 2010, India beat Thailand
to become Asia’s third largest exporter of passenger cars. As of 2010. India is home to 40 million passenger vehicles.
More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.99) making the country
the second after China) fastest growing automobile market in the world in that year. According to the Society of Indian
Automobile Manufacturers, annual vehicle sales are projected to increase to 4 million by 2015, no longer 5 million as
previously projected.
INDIA CAR INDUSTRY:

The recent move to globalize our economy has opened new vistas for car manufacturers in the country. The immediate
post-independence years saw very little development in automobile
industry. A poor country like ours did not have a resource to invest in personal transportation. The Indian customers
had to wait till the mod 1980’s, a full 40 years after independence to see a car that the people wanted; December 1983
heralded a revolution in the Indian car industry.
Maruti collaboration with Suzuki of Japan to produce the first affordable car for the average Indian. The Maruti 800
was the first version of Maruti to hit the Indian roads in December-1983. Since then it has been on a constant rise. At
this time, the Indian car market had stagnated at the volume of 30XX)0 to 4000 cars for the decade ending 1983. This
was from Maruti taken over. The sales figure for the year 1993 reached up to 196820. The company reached a total
production of one million vehicles in March 1994 becoming the first Indian company to cross this milestone. It crossed
the two million mark in 1997. Fifteen years later, the Indian industry is on the verge of the extreme. It has wound 45
models of the cars. Today there are about 20 manufacturers in India
INDUSTRY STRUCTURE:
The Indian car market has been divided in to small cars, mid-size cars, luxury cars and multi utility vehicles
SMALL CARS: It is the most preferable small car segment in Indian economy. Under this segment we have Maruti
800), Maruti Wagon R, Maruti swift, Tata Indicia, Hyundai Santro, Fiat Palio, and Maruti Alto, Maruti Zen Estilo. Tata
Nano, 110. Spark, Astar etc. These are the best suitable for Indian middle-class people. These cars also suit Indian
roads and traffic conditions. The concept of small cars has emerged from Japan. Small cars are fuel efficient with latest
sleek look and advanced technology.
MID-SIZE CARS: The mid-size cars are to supper middle class people of society. Business executives mainly use
these cars. Under this we have Maruti SX4. Swift Dzire, Ford Fusion, Ford Fiesta, Opel Astra, Tata Indigo, Tata Marina
Honda City, Chevrolet Aveo, Hyundai Accent etc. and Hyundai Verna etc.
LUXURY CARS: The elite members of the society use these luxury cars. The luxury cars symbol of success of a man.
Under this we have Maruti Grand Vitara, Ford Mondeo, Skoda Octavia, Skoda Laura, Hyundai Sonata, Hyundai Elantra,
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Toyota Corolla, Toyota Camry, Mitsubishi Lancer. Mitsubishi Cedia, Honda Civic, Honda CRV Honda Accord, Chevrolet
optra, Mercedes-Benz (S-class, E-class), etc...
CAR SEGMENTS: With the expansion of Indian Automotive Market over a period of time the car models have been
grouped into the following segments.
BASED ON THE PRICE AND SIZE:
●● S
egment (Till 3 lakhs): Maruti 800, Omni. ➢ Segment (3 to 4.5 lakhs): Zen, Wagon R. Alto, Santro, Matiz, Palio
and Indicia.
●● S
egment (45 to 65 lakhs): Esteem. Accent, Siena, Indigo, Ikon, Corsa, Swift Segment (6.5 to 10 lakhs): Baleno, Astra
City and Lancer
●● Segment (10 lakhs & above): Octavia. Sonata, Mondeo, Accord. Camry. Vectra Corolla, Mercedes.
COMPANY PROFILE:
INTRODUCTION TO MARUTI SUZUKI:

Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile manufacturer in India, t is a
56.21%owned subsidiary of Suzuki and motorcycle manufacturer Suzuki Motor Corporation. As of January 2017, it
had a market share of 51% of the Indian passenger car market. Maruti Suzuki manufacturer and sells popular cars
such as the Ciaz, Ertiga, WagonR, Alto, Swift, Celerio, Swift Dzire, Omni, Baleno and Baleno RS, Ignis. The company is
headquartered at New Delhi. In February 2012, the company sold its ten millionth vehicles in India. HISTORY: Maruti
was established in February 1981 through the actual production commenced only in 1983. It started with the Maruti
800, based on the Suzuki Alto k10 car. As of May 2007, the Government of India, through Ministry of Disinvestment,
sold its complete share to Indian financial institutions and no longer has any stake in Maruti Udyog
AFFILIATION WITH SUZUKI:

In 1982, a license & Joint Venture Agreement (IVA) was signed between Maruti Udyog Ltd, and Suzuki of Japan. At first,
Maruti Suzuki was mainly an importer of cars. In India’s closed market, Maruti received the right to import 40,000 fully
built up Suzuki in the first two years, and even after that the yearly goal was to use only 33% indigenous parts. This
upset the local manufacturers considerably. There were also some concerns that the Indian market was too small to
absorb the comparatively large production planned by Maruti Suzuki, with the government even considering adjusting
the petrol tax and lowering the excise duty in order to boost sales. Finally, in 1983, the Maruti 800 was released. This
796-cc hatchback was based on the SS80 Suzuki Alto and was India’s first affordable car. Initial product plan was 40%
saloons, and 60% Maruti Van. Local production commenced in December 1983. In 1984, the Maruti Van with the same
three-cylinder engine as the 800 was released and the installed capacity of the plant in Gurgaon reached 40,000 units.
In 1985, the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, was launched. In 1986, the original 800 was
replaced by an all-new model of the 796 cc hatchback Suzuki Alto and the 100,000th vehicle was produced by the
company. In 1987, the company started exporting to the West, when a lot of 500 cars were sent to Hungary. By 1988,
the capacity of the Gurgaon plant was increased to 100,000 units per annum.
REVIEW OF LITREATURE:
Inayaththulla and U. Vijaya Shankar (2018): The automobile sector is one of the evergreen part in everyone’s life.
India is one of the biggest manufacturers and producers of two-wheeler industry in the world. It is second only to Japan
and China in terms of two-wheeler produced and domestic sales respectively. India’s two-wheeler industry made a
small beginning in the early started with India’s automobile products started manufacturing scooters in the country.
Customer satisfaction is the degree of satisfaction that is provided to a company’s goods or services as measured by
the number of same customers. The main objective is to find out customer satisfaction and loyalty towards Maruti
Suzuki cars. Descriptive research follows in this research. The universe of population includes respondents who are
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customers of Maruti Suzuki cars. Major findings of the study lead most respondents to believe that Maruti Suzuki cars
have improved.
Anil Kumar (2016): The automobile industry today is the most lucrative industry. High-quality in-service sector
is important for competitiveness of service industry. Service Quality is an essential matter for business in both public
and private sectors. In order to improve satisfaction of customers’ problems related services must be solved first,
as customers are much concerned about after sales service. Satisfying customers is mainly belonging to identify
their needs and demands to achieve targets. This paper aims to know about the quality in automobile service sector,
importance of customers’ satisfaction and strategies that can help to enhance quality service.
Kavita Sasimath (2016): The study of Customer satisfaction has received an extensive attention in the management
literature since the inception of the subject itself. The basis of these studies lies in the fact that the satisfaction of the
customer is the basic essence for which the business and its profits exist. This paper outlines various literary works
being conducted in the area of customer satisfaction in general and customer satisfaction in automobile service sector
in particular. The literary works primarily are classified on the basis of customer, customer satisfaction; works which
integrates customer satisfaction into automobile service sector, service quality, etc
Dr. Akhilesh (2016): The study mainly on Maruti Suzuki Motors bike with the comparison brought out which
shows the range of Maruti Suzuki Motors. This research is an attempt to provide feedback to Maruti Suzuki motors
and the showroom dealers, so that they can bring out changes in various department of their organization that which
will help them in becoming a no.1 motorcycle brand company in India. The study here targets on Customer Satisfaction
towards four-Wheeler which is obtained from the survey. The study underwent is related to urban areas and semi-
urban areas at Lucknow City.
Armstrong Robert W., and Seng T.B. (2000) The study extends the current understanding of customer satisfaction at
the business -to - business level in the Asian banking industry. It incorporates guanxi (Cuhinese business relationship),
relationship marketing and the disconfirmation paradigm. The research highlights the importance of relational
constructs and disconfirmation paradigm in the influencing customer satisfaction at the business-to-business level
in the Singapore banking industry. Business to business level in the Asian context, the disconfirmation paradigm is
still the predominant paradigm influencing the customer satisfaction process. Relationship marketing and guanxi are
significant in the comprehensive model of corporate customer satisfaction. Relationship marketing is found to have
both a direct and an indirect impact through disconfirmation) on corporate customer satisfaction. Guanxi is found to
exert an indirect impact on satisfaction as opposed to the initial hypothesized direct impact on satisfaction.
Amity University, Noida, UP (2015): This research analyses the satisfaction of the customer towards two wheelers.
The study was restricted only to DELHI. A total of 100 consumers of ONLINE surveyed with structured questionnaires.
Statistical analysis is done such as percentage analysis. India is one of the largest manufacturers and producers of two
wheelers in the world. The preference of the consumers clearly signifies that their importance of family and friends
influencing their purchase, the additional facilities expected, and many. In the beginning of the century, the automobile
entered in the transportation market as a teddy bear for the rich. Research Methodology:
Data Collection: The study is based on the survey of the defendants. The data required for the purpose of research
will be derived from both primary and secondary data.
Primary data: Primary data are those that are collected for the first time by the investigator themselves and are
thus original in character. Different methods of collecting primary data are questionnaires, observation methods. The
researcher has adopted a structured questionnaire to collect information from the respondents. The primary data
was collected from a sample size of 100 respondents residing in the city of Chennai. The questionnaire was left to the
respondents and they were given enough time to fill it.
Secondary data: Secondary data are those which have already been collected and published by some other person
for their purpose. Secondary data are usually in the shape of the Internet, magazines, journals, government bulletins, etc.
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SIZE OF THE SAMPLE: The research was conducted with the help of 100 respondents.
AREA OF THE STUDY: Chennai City
TABLE SHOWING GENDER OF RESPONDENTS
GENDER NO OF RESPONDENTS PERCENTAGE

MALE 77 77%
FEMALE 33 33%
TOTAL 100 100%
INTERPRETATAION: The above table and chart show gender of respondents, 77% of respondents are male, 23% of
respondents are female. The majority (77%) of the respondents are male.
TABLE SHOWING OCCUPATION OF RESPONDENTS
OCCUPATION NO OF RESPONDENTS PERCENTAGE

Student 12 12%
Government Employee 23 23%
Private Sector Employee 41 41%
Business 24 24%
TOTAL 100 100%
INTERPRETATION: The above table and chart show respondent’s occupation. It shows that 12% of the respondents
were Students, only 23% of respondents are Government employees, and 41% of the respondents are Private sector
employees, and remaining 24% of the respondents are holding business of their own.
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FINDINGS:
●● Most of the (77%) of the respondents are Male

●● Most of the (53%) of the respondents are belong to the age group of 35 – 45 years.
●● Most of the (41%) of the respondents are Private Sector Employees.
●● Most of the (41%) of the respondents earn income level of Rs.50000 – 70000.
●● Most of the (58%) of the respondents prefer Manual transmission over Automatic.
SUGGESTION
●● More attractive advertisement has to provide through various advertising media.

●● R
espondents are incurring high maintenance costs and it has to be considered by the manufacturer Respondents
are also facing problems in mileage performance, so this is another suggestion to the manufacturer is to take
an additional care.
●● C
ustomers form their expectations through statements made by friends and relatives and therefore it would
be beneficial if the extent of influence of such groups was studied.
CONCLUSION:
This study concluded that The Maruti Suzuki cars are the best and fast-moving brands Now a day the demand for
the cars by customer shows increasing trend, at the same time they expected easy handling. Safety and security,
higher performance which makes the advanced technologies and opening new model. The survey conducted helps to
make identification over its strength and weakness of Maruti Suzuki cars. Finally, in order to enhance service quality,
customer attraction should be retained, and competitive advantage should be gained, people-based companies have
to increase employees’ attitude, training and improve their knowledge of services Maruti Suzuki should also introduce
new vehicles with the latest technology .It has to introduce a greater number of diesel and liquid petroleum gas (LPG)
versions.
REFERENCES:
[1] Marketing Management - By. Philip Kotler - Millennium Edition
[2] Research Methodology - By CR Kothari
[3] Customer Satisfaction, prentice-Hall of India, New Delhi, 1998 - By Schiffman & Kanuk.
[4] Marketing Research, Richard D. Irwin Inc. Illinois, USA 1985. By Boyd, Westfall Stasch
WEBSITE:
[1] www.google.com
[2] www.marutisuzuki.com
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STUDY OF INVESTMENT PATTERN IN STOCK MARKET

OF COLLEGE TEACHERS WITH SPECIAL REFERENCE TO
GOVERNMENT AIDED COLLEGES IN MUMBAI DISTRICT
Dr. SANDEEP R. SAHU

Assistant Professor, SMT. M.M.K College of Commerce & Economics, Mumbai.
ABSTRACT
Stock markets acts as an indicator which is used to judge the performance of our Indian economy with its development.
At present, people of all age group in India have started investment in stock market through direct equity or mutual
funds due to bulk information available to them online which is commendable. But still, large section of population does
not want to invest in these options due to its associated risk. As far as college teachers are concerned for investing in
stock market, many of themare aware of its favourable risk-return nature in the long term and started their investment
journey in it also butin small steps.
The object of this research paper is to analyse the investment pattern of College Teachers in Stock Market in
Mumbai District.Researcher collect data from 48college teachers teaching in various sections such as PG, Degree and
Junior Section in Mumbai district. Primary method of data collection such as questionnaire is adopted for the study. The
informationis divided into demographic profile and investment pattern of sample group. Researcher adopt statistical
methods such as graphs & charts areinorder to analyse and interpret the data. Thereafter,appropriate conclusion is
given on the basis of findings of thisresearch study.
Keywords:Investment Pattern, Investment Avenues, Stock Market, College Teachers
INTRODUCTION:
“In investing, what is comfortable is rarely profitable.” — Robert Arnott
Stock market has been given a significantrole in funding the Indian corporate sector. Stock market means that place
where buyers and sellers buy and sell financial securities such as shares, debentures etc. The main advantages of this
stock market are that it proves to be significant source of funding for entrepreneurs, businesses, government etc. and
offers good platform for retail investors to create wealth.In recent times, all retail investors including college teachers
are getting regular exposure relating to stock market and mutual fund investment due to continuous advertisements of
‘mutual funds sahi hai’ on various media and tons of information due to availability of online quality contents related
to it.Due to their education background and intelligence, college teachers are wisely chalking out their financial and
investment plans for fulfilling their short term, medium term and long-term goals. This research paper mainly attempts
to identify the investment pattern in stock market by college teachers teaching in Mumbai District.
Kumar Y. and Abhinandan (2021) conducted the study to identify the investment areas and reasons for not investing
in stock market by taking sample of 100 teachers teaching in Mangalore University. Following are its findings from the
study such as 71% of respondents invest in banking related products, followed by 4% of respondents who are investing
in stock market.In terms of reasons for not investing in stock market then respondents give ranking to the reasons such
as: 1) Fear of risk, 2) Lack of knowledge & 3) Less convenience as compared to banking.Parimalarani G. (2018)analyzed
the investment awareness and pattern of 300 teaching faculties in the affiliated colleges of Alagappa University. Tamil
Nadu. Researcher concluded that majority of the respondents are mostly investing in postal deposit, fixed deposit, gold,
insurance and land & building. They are unwilling to invest in shares and debentures due to its risky nature.
Desai C. P. and Chaudhari J. (2018) studied the saving and investment behaviour of 100 school teachers located in
Surat city. Findings of the study are as: a) 67% of sample has annual saving less than 50,000 Rs. b) Majority of sample
(i.e. 44%) prefer fixed deposit followed by post office savings for investment. Mostly, they avid risky investment such as
stock market. c) 38% of sample do not consult anyone for their investment. Bindu P. K. (2017) has conducted a survey
to find out the influencing factors for investment of 200 college permanent teachers teaching in Kerala. Researcher
found that only 16% of respondents invest in mutual funds and direct equity. It concluded that the influencing factors
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for investment are liquidity, high returns, capital appreciation and tax benefits.
A]Objectives of the Study:

“to analyse the investment pattern of College Teachers in Stock Marketin Mumbai District”.
B]Sample Selected for the Study:
For the study, researcher collect data from 48college teachers teaching invarious sections such as PG, Degree and
Junior Section in Mumbai district. Information is divided into:
5 Qs) (6 Qs)
Demographic Profile Investment Pattern
C]Methods of Data Collection:

In this research study, researcher collectprimary datafrom questionnaires and secondary data from books, journals,
information from newspapers, internet etc.
ANALYSIS OF INTERPRETATION OF DATA:

I)Demographic Profile of Respondent
Table 1: Demographic Profile of Respondent
No. of Respondents In Percent

1) GENDER Male 21 44%
Female 27 56%
Total 48 100
2) AGE 21-30 22 46%
31-40 18 37%
41-50 6 13%
More than 50 2 4%
Total 48 100
3) MARITAL STATUS Married 34 71%
Unmarried 14 29%
Total 48 100
4) EDU. QUALIFICATION PG with Set/Net 16 33%
PG with Ph.d 4 8%
PG with M.Phil 1 2%
PG with Net/Set & Ph.d 27 57%
Total 48 100
5) MONTHLY INCOME Less than Rs 30000 1 2%
Rs 31000-Rs 60000 6 13%
Rs 61000-Rs 90000 22 46%
Rs 91000-Rs 120000 12 25%
Above Rs 120000 7 14%
Total 48 100
Table 1 shows the demographic profile of the respondents.44% of respondents were male and 56% were females.
It is also found out that majority of sample (i.e. 46%) belonged to the age group of 21-30 years followed by 37% of
sample falling in the age category between 31-40. 71% of respondents were married. A far as educational qualification
is concerned, majority of college teachers (i.e. 57%) were PG with Net/Set & Ph.d. In terms of income level of the
sample, 46% of the respondents belonged to the income level Rs 61000-Rs 90000.
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INVESTMENT PATTERN:
Table 2: How much is your monthly saving rate from salary? (In No’s and %)
Responses
In No’s In %
Less than 10% 3 6%
11% - 20% 6 13%
21% - 30% 11 23%
31% - 40% 22 45%
More than 40% 6 13%
Total 48 100%
It isunderstood from the above table and diagram that majority of respondents (i.e. 45%) save, 31% to 40% of
salary monthly, followed by 23% of respondents who save between 21% to 30% of salary monthly, 13% of them save
more than 40% of their salary.
Table 3: Which one of the factors will appear in your mind while hearing the name of stock market or mutual
fund? (In No’s and %)
Responses
In No’s In %
Higher Return 18 37%
Greater Risk 20 42%
Gambling 5 10%
Accessible only to Influenceable People 2 4%
Others 3 7%
Total 48 100%
From the the table and diagram 3, it can be identified that 79% of respondents select ‘greater risk’ and ‘higher return’
as important factors whichappear in their mind while hearing the name of stock market or mutual fund.
Table 4:How much you are investing in the following investment avenues?(%)
Sr. No YES NO TOTAL (%)

1. Deposits in Bank 79% 21% 100
2. Deposits in Company 10% 90% 100
3. Public Provident Fund (PPF) 67% 33% 100
4. National Saving Certificate (NSC) 15% 85% 100
5. Life Insurance Policies 75% 25% 100
6. Gold Funds or Bonds 54% 46% 100
7. Unit Linked Insurance Policies (ULIP) 8% 92% 100
8. Mutual Funds 58% 42% 100
9. Equity Linked Saving Schemes (ELSS) 25% 75% 100
10. Stocks i.e., Direct Equity 21% 79% 100
As far as investing in different avenues by respondents are concerned, then it is cleared from the above table 4
that 79% of sample invests their money in Bank Deposit, followed by 75% of sample who invest in Life Insurance
Policies, 67% of sample invest in PPF. In terms of investing in stock market (direct equity) and mutual funds, 21% of
respondents invest in Stocks (i.e. direct equity) and 58% of respondents invest in mutual funds.
Table 5: If you are investing in stock market or mutual funds then to whom you consult while investing?
Responses
In No’s In %
Not Investing in S.M or M.F at all 18 37%
Family & Relatives 2 4%
Friends 2 4%
Investment Consultants/ Expert 16 34%
Newpaper/ Websites/ Investment Journals 4 8%
Own Research 6 13%
Total 48 100%
From the above table and chart, it can be found out that 37% of respondents are not investing in stock market or
mutual funds at all. Those who are investing in these avenues, majority of them consult investment consultants or any
expert before taking investment decision.
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Table 6: If you are not investing in stock market or mutual funds then kindly tell us the reasons.
Strongly Agree Neutral Disagree Strongly Total

Agree Disagree
Fear of Risk 23% 21% 0 38% 18% 100%
Lack of Knowledge 17% 25% 0 46% 12% 100%
Fear of cheating 8% 19% 4% 52% 17% 100%
Not interested in Stock Market Investment 21% 17% 0 40% 23% 100%
Lack of Family Support 6% 12% 8% 54% 18% 100%
Less Liquidity when compared to other Investment avenues 10% 17% 4% 48% 21% 100%
*From 18 respondents who are not investing in stock market or mutual fund.
Table 6 exhibits the reasons for not investing in stock market or mutual funds. 44% of respondents have fear of risk
in this type of investment, followed by lack of knowledge (42%), Not interested in Stock Market Investment (38%), Less
Liquidity when compared to other Investment avenues (27%), Fear of cheating (27%), lack of family support (18%).
FINDINGS AND CONCLUSIONS:
Following are the findings and conclusion made on the basis of the study:
●● Majority of respondents (i.e. 45%) save 31% to 40% of salary monthly.
●● 79% of respondents select ‘greater risk’ and ‘higher return’ as important factors whichappear in their mind
while hearing the name of stock market or mutual fund.
●● As far as investing in different avenues by respondents are concerned, then it is cleared that 79% of sample
invests in Bank Deposit, followed by in Life Insurance Policies.
●● In terms of investing in stock market (direct equity) and mutual funds, 21% of respondents invest in Stocks
(i.e. direct equity) and 58% of respondents invest in mutual funds.
●● It is found out that 37% of respondents are not investing in stock market or mutual funds at all. Those who
are investing in these avenues, majority of them consult investment consultants or any expert before taking
investment decision.
●● Important seasons for not investing in stock market or mutual funds are as follows: fear of risk in this
investment, followed by lack of knowledge,not interested in stock market.
It can be concluded that the saving rate among college teachers in Mumbai in this study is high and more than half of
the teachers are regular investors in stock market through direct equity or mutual funds. These teachers are aware of the
associated risk in this type of investment but they also understood the long-term benefits from this type of investment
avenue.Mostly, they consult some investment consultants or experts before taking the investment decision so they are getting
expertise information.Due to their education background and intelligence, college teachers are wisely chalking out their
financial and investment plans for fulfilling their short term, medium term and long-term objectives.But still, good number
of teachers doesn’t want to invest in these options due to its risk.It can be suggested to teachers who are not investing in
stock market or mutual funds at all, that they must get themselves some exposure in this type of investments due to its
capability of providing returns more than inflation and thereby create wealth for them & their family. Developing habit of
financial discipline among masses, especially teachers will definitely play a significant role in the economy in the long run.
“The biggest risk of all is not taking one.” — Mellody Hobson
REFERENCES:
[1] Bindu P. K. (2017), “Analysis of Investment pattern of college teachers in Kerala”, International Journal of
Advanced Research and Development, Volume 2, Issue 2, March, pp. 87-89.
[2] D
esai C. P. and Chaudhari J. (2018), “A Study on Investment Patterns of School Teacher With Respect to Surat
City”, International Journal of Creative Research Thoughts, Volume 6, Issue 1 March, pp. 70-77.
[3] https://www.investopedia.com/financial-edge/0511/the-top-17-investing-quotes-of-all-time.aspx
[4] https://www.iosrjournals.org/iosr-jef/papers/icsc/volume-2/12.pdf
[5] K
umar Y. and Abhinandan (2021), “Insignificance of Stock Market Investment Among College Teachers Working
in The Jurisdiction of Mangalore University”, International Journal of Research -GRANTHAALAYAH, Vol 9(2),
February, pp. 38 – 45.
[6] P
arimalarani G. (2018), “Savings and Investment Pattern of Teaching Faculty in the Affiliated Colleges of Alagappa
University”, Paripex - Indian Journal of Research, Volume-7, Issue-5, May, pp. 121-125.
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ADVERSE IMPACT OF COVID-19 PANDEMIC ON EDUCATION
V. V. JAWALE
Department of Law, B. Y. K. College, Nashik, India.
[email protected]
ABSTRACT
The Covid-19 Pandemic has several adverse impacts on every sector. Education sector is also susceptible to the impact
to the Covid-19 Pandemic. Accordingly, the traditional education system is affected very badly due to state regulations
on social distancing. Students are prevented to attain schools physically. Never the less it confined students in the
home. It gives rise to virtual education. But it has certain disadvantage like, the discipline is totally failed, the eye sight
issues, problem of concentration, problem of loneliness, technical problems, network issues. Therefore, the researcher
focused through this research paper upon adverse impact of Covid-19 on education.
Keywords: Adverse Impact, Covid-19 pandemic, Concentration, Education, Lack of Interest
INTRODUCTION:
Education is the fundamental right of every child under Article 21, 21A of Indian Constitution. It is the state responsibility to make
arrangement of education for every child. Accordingly, state is under obligation to give educational facility to everyone. Even
during disaster the state cannot deny such obligation. It is evident from the Covid-19 Pandemic that state has promoted virtual
education at the cost of closure of educational premises. Now a day’s KG to PG education is made virtual.. Education is brought
to the door step of the students. Therefore, the traditional school education within the four walls of school building is affected
adversely. It also hampered the learning process of students. Basically, education is needed for development of every child. Since,
it is fundamental Right, state has taken course of action to regulate education even during Covid-19 Pandemic. Accordingly,
virtual education became need of time. But it has its own disadvantages. Those are explained through this research paper.
NEED OF THE STUDY

The Indian Constitutional law is the law of the land. It upheld democracy through quasi federal form. The article 21
and 21A has stated that the right to education is fundamental right. Accordingly, it cannot be denied or restricted.
But, the corona virus disaster has closed the educational premises. These are temporary measures but it affected
education adversely. It developed virtual education. But virtual education has its own disadvantages. Therefore, this
paper needed to study the adverse impacts of COVID-19 Pandemic on education.
RESEARCH PROBLEM
The right to education is necessary for all round development. But COVID-19 Pandemic has resulted in closing of
educational premises. Therefore, virtual education is emerged like subsidiary arrangement to support learning
process. But the virtual education has its own weaknesses. Therefore, the research problem is what are the adverse
impacts of the COVID-19 Pandemic on education?
SIGNIFICANCE OF STUDY
It is significance of this paper to discuss the adverse impacts of the COVID-19 Pandemic on education sector. Moreover,
an attempt is made to study the right to education of poor students how get hampered due to corona virus disaster.
NATURE AND SCOPE

The COVID-19 Pandemic disaster has imposed several restrictions on the education. It resulted in online education.
But it is not affordable to poor students. Therefore, the virtual education became only a dream for vulnerable students
as the poverty plays a major hindrance in getting virtual education. It affects the right o education adversely. Therefore,
impact of the COVID-19 Pandemic on education is nature of this paper and measures to deal with the adverse impact
of COVID-19 Pandemic is the scope of this paper.
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This research paper that it is totally prepared by relying on the secondary information which is gathered from several
sources like books, websites, research articles, Acts, online information, Indian Constitutional provisions on right to
education, Article 21, 21A of Indian Constitution and necessary cases to support the contention of the research paper.
Therefore, this is a doctrinal research paper. The right to education as guaranteed by article 21 and 21A of the Indian
Constitution is major issue focused from the point of view of adverse impacts of corona virus disaster. Different terms
like impact of the COVID-19 Pandemic, its effect on education, case laws etc. are explained with the help of hypothesis
so as to give necessary suggestions and conclusions.
●● To study the COVID-19 Pandemic disaster.

●● To study the right to education.
●● To study the adverse impact of the COVID-19 Pandemic on education.
●● To give suggestions so as to remove drawbacks.
HYPOTHESIS
The right to education of poor students is affected adversely due to inability to purchase costly gazettes
for the virtual education.
LITERATURE REVIEW
Pravat Kumar Jena (2020), has stated that the COVID-19 Pandemic disaster has different impacts on different
fragments of society. It also affected the education. The virtual education is developed rapidly. The infrastructure
drawback for virtual education should be concentrated and necessarily to be developed by the government. Moreover,
there should be security for data protection of students.
The research of Bozkurt et al. is one of the initial studies on online education in different countries. It has stressed
the prevailing problem of dishonesty in the virtual education. Therefore, it may give a ground to cheat. Now a day’s
different software’s are used to check the honesty in online education.
Miller (2016) is of the opinion that no doubt the COVID-19 Pandemic disaster adversely affected education.
Electricity and network issues are few issues which may hamper the online learning totally. Moreover, the attitude of
management to provide liberal atmosphere and expenses for online learning platform is also playing crucial role in the
smooth virtual learning.
RESEARCH GAP
The review of literature has made it clear that the impact of the COVID-19 Pandemic disaster is on different sectors is
studied by different angles by various researchers. But there is lack of research on aspect of the adverse impact of the
COVID-19 Pandemic disaster on right to education. Therefore, this paper is an attempt to fill the research gap.
IMPACT OF COVID-19 PANDEMIC ON EDUCATION SECTOR:
Meaning of term impact of the COVID-19 Pandemic on education

The term impact of COVID-19 Pandemic on education means unfavorable effect of the COVID-19 disaster caused on
traditional education.
The right to education in Indian context
Indian Constitution is the law of the land. It is basic law. It explained under Article 21A the right to education is
fundamental right. It should be assured by the state. Moreover, article 21 is the right to life and personal liberty. Indian
judiciary has interpreted the fundamental right to life and liberty widely. Therefore, the right to education is also
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coming within the ambit of the right to life and personal liberty. It is clear from the following cases. In Mohini jain vs.
state of karnataka (1992 AIR 1858), the Supreme Court has ruled that the right to life is enjoyed better with the help of
education because education is responsible to develop human being. It is main source of knowledge. It assures rational
thinking and socialized life in civilized society. Therefore, the right to education is necessarily included in to the right
to life. Moreover, it cannot be separated from the right to life as it is interlinked to the right to life. Further in J.P.
Unnikrishnan v. State of Andhra Pradesh (1993 AIR 2178), the Supreme Court has stressed on the point that the right
to education is no doubt fundamental right. Therefore, it should be protected and guaranteed by the state. Therefore,
the right to education should necessarily impose the financial responsibility of the state for establishing necessary
infrastructure for the protection of the right to education.
ADVERSE IMPACT OF COVID-19 PANDEMIC ON EDUCATION
Costly Educational Gazettes

The COVID-19 Pandemic disaster has forced the closure of educational premises. Therefore, virtual education is
implemented to avoid the educational loss of the students. Hence, educational gazettes like android mobile, laptop,
internet, Wi-Fi Ups, software’s etc. are necessary to be purchased. It is very costly. Therefore, The COVID-19 Pandemic
disaster affected adversely students’ economic condition.
Poor students are prevented learning
The COVID-19 Pandemic disaster has undue effect on the traditional Education. It made compulsory virtual education.
The poor students are not getting even their basic needs then how can they buy the costly gazettes for virtual education?
Therefore, the gap between privileged and unprivileged students is created. It prevented poor students from learning.
Thus, The COVID-19 Pandemic disaster has played main role to affect the education of poor students adversely.
Absence of concentration.
The COVID-19 Pandemic disaster has given rise to online education. The online education does not guarantee the
attention of students. Therefore, virtual education is suffered from adverse impact of concentration on the education.
It is found that while teaching, students may give either poor attention to teacher or involve in other games or chatting
using social media. Thus, the learning process is suffered a lot in virtual education. Therefore, The COVID-19 Pandemic
disaster has affected adversely the education.
Low educational results
The COVID-19 Pandemic disaster has several impacts on students’ education. It compelled to follow virtual education.
But virtual education has its own drawbacks. Students are failed to concentrate on their studies, learning, lectures,
homework etc. Therefore, their educational results are suffered and students scoring low marks or grades in their
examinations. Thus, it is found that the COVID-19 Pandemic disaster has adverse effect on the education.
Hindrance in social development of students
The COVID-19 Pandemic crisis created several problems. It emerged virtual education. Due to virtual education
students are confined in their homes. Therefore, they are unable to mix with their friends, teachers, social events,
competitions, sports tours etc. it resulted in loneliness. They are becoming violent and angry in homes. Thus, The
COVID-19 Pandemic has affected social development of students due to virtual education.
CRITICISM
The COVID-19 Pandemic disaster has affected the right to education of poor and vulnerable section due to inability
to purchase costly gazettes for virtual education. On the other hand it created the health issues of those students who
are privileged to purchase the costly gazettes for virtual education. They are suffering from low vision; involvement
in virtual life, addiction to games. It is giving rise to violent behavior of students. They are misbehaving with parents.
Hypothesis
The right to education of poor students is affected adversely due to inability to purchase costly gazettes for the virtual
education.
It is proved successfully.
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FINDINGS AND SUGGESTIONS:
FINDINGS
●● The virtual education is not a tea of everybody.

●● The right to education is affected adversely due to COVID-19 disaster.
SUGGESTIONS
●● T
he government should create necessary infrastructure and provide help to poor students for purchasing
gazettes for virtual education.
●● P
roper mechanism should be developed to restrict the habit of students to involve in online games and chatting
while attending lectures so as to maintain educational standards.
CONCLUSION
The COVID-19 disaster has affected traditional way of learning due to closure of educational premises. No doubt the
virtual education freed the doors of knowledge for 24 hours and transferred the right of learning beyond the four walls
of the school premises but it also created a gap between privileged and unprivileged students. It affected the right to
education of unprivileged section of society. Therefore, virtual education created a liberty of education only to rich
class at the cost of suffering of the poor class of students. In spite of the fact that education is an effective tool to make
change, but due to the corona virus the dream appears to be very distant as Covid-19 Pandemic has given a big blow to
the right to education of poor students.
REFERENCES
[1] A
l-Emran, M., Marques, G., A. Al-Sharafi, M., Arpaci, I. (n.d.). Emerging Technologies During the Era of COVID-19
Pandemic. Germany: Springer International Publishing.
[2] B
ergan, S., van’t Land, H., Munck, R., Gallagher, T. (2021). Higher Education’s Response to the Covid-19 Pandemic:
Building a More Sustainable and Democratic Future. (n.p.): Council of Europe.
[3] E
ffectiveness of Time Investments in Education: Insights from a Review and Meta-analysis. (2013). Germany:
Springer International Publishing.
[4] I LO (International Labour Organization), “ILO Monitor: COVID-19 and the world of work. Third edition – Updated
estimates and analysis”, 29 April 2020.
[5] Jain, M. P. (2012) Indian Constitutional Law: 6 th edt, Wadhwa and Company Nagpur.
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A STUDY ON RECENT TREND IN E-SHOPPING
VIJAYALAKSHMI. K
Associate Professor,
Department of Corporate Secretaryship (Self supporting)
Ethiraj College for Women, Chennai
ABSTRACT
The worldwide spread of the COVID-19 pandemic has disrupted people in buying products and services and their
perception on e-commerce. The standardized lockdown rules and the growing hesitation among consumers to go
outside and shop for essential goods have tilted the Nation towards e-commerce. This paper examined the preference
of the respondents towards products for online shopping, various source of information about online shopping and the
reasons for online shopping by customers.
Keywords: online shopping, e-commerce, perception.
INTRODUCTION
The COVID-19 crisis will result in permanent change to consumer’s shopping behaviour and Consumers have switched
from shops, supermarkets, and shopping malls to online portals for the purchase of products, ranging from basic
commodities to branded goods
Online shopping is becoming increasingly popular for variety of reasons. Such as consumers can get full information
about the product with its reviews being passed by the existing users. Online shopping sites contain wide variety of
goods of varying quality keeping in mind the need and purchasing capacity of people.
ADVANTAGES OF ONLINE SHOPPING
●● Hassle-free sales
●● Product reviews
●● Typically free shopping
DISADVANTAGES OF ONLINE SHOPPING
●● Return fees
●● Sales tax and other fees
●● Higher chance of fraud
FACTORS CONTRIBUTING ONLINE SHOPPING
●● The increased use of smartphones and mobile shopping,

●● Social media and social commerce,
●● Transformative technology,
●● Online marketplaces, and
●● The way shopping behaviours have changed from generation to generation
Lina Zhou, Liwei Dai and Dongsong Zhang (2007) analysed Online Shopping Acceptance Model (OSAM) and focused
on consumer factors in online shopping research.
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Mohammad Hossein Moshref Javadi, Hossein Rezaei Dolatabadi (2012) examined some factors affecting on online
shopping behavior of consumers. A conceptual model was used in order to assess the effects of variables on each other
using regression analysis. Results of
hypotheses testing indicated that financial risk and non-delivery risk has negative effect on attitude toward online
shopping behavior.
Yi Jin Lim, Abdullah Osman (2016) revealed that purchase intention significant positively influence online shopping
behaviour. This research primarily examined factors that could influence online shopping behavior in Malaysia
●● To analyse the preference of the respondents towards products for online shopping
●● To identify various source of information about online shopping.
●● To study the reasons for online shopping by customers
METHODOLOGY
The study is empirical in nature and uses primary and secondary data. Primary data for the study was collected with the
help of questionnaire. The sample size is 200.The secondary data are collected from the published sources - books and
web-sites, working paper, magazines and research reports. Tools used for analysis are percentage analysis, weighted
mean score, rank analysis and chi-square test.
SCOPE OF THE STUDY
This study enables to understand the reason for online shopping in this pandemic situation, customer preference
towards shopping and provides new insight about online shopping.
The data was collected from the respondents in the city of Chennai only with limited sample size of 200.
ANALYSIS AND FINDINGS OF THE STUDY
CUSTOMER PROFILE OF RESPONDENTS
●● M
ajority (52.8%) of the respondents belong to the category of 30 years to 40 years and (37.7%) of the
respondents belong to the category of 40 years to 50 years.
●● Majority (56 %) of the respondents belong to the category of female.
●● Majority (48.2%) of the respondents belong to the category of UG level of education.
●● Majority (78.40%) of the respondents belong to the category of salaried individual
●● Majority (68.8%) of the respondents belong to the category of Rs 2,50,000-5,00,000 was annual income of the customer.
●● Majority (68.30%) of the respondents belong to the category of Nuclear family.
CONSUMER PREFERENCE WISE DISTRIBUTION:

RANK ANALYSIS
In this study, rank analysis has been carried out to identify the consumer preference towards the products according
to their level of comfortability, need and satisfaction.
TABLE -1
S.NO PARTICULARS Weighted Mean scores RANK

1. Food 3.99 3
2. Grocery 4.34 1
3. Electronic Goods 3.76 6
4. Cosmetics 3.46 8
5. Books 3.82 5
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6. Jewellery 3.13 9
7. Entertainment 3.89 4
8. Medicine 4.21 2
9. Clothes 3.52 7
The above table reveals the customer preference towards online shopping. In this regard, Grocery has been ranked
first by the respondents with a mean score of 4.34 Medicine has been ranked second with a mean score of 4.21. The
third rank is given to food with its mean score of 3.99. Entertainment gets fourth rank with a mean score of 3.89,
Books gets fifth rank with a mean score of 3.82, electronic goods scores sixth rank with a mean score of 3.76, clothes
gets seventh rank with a mean score of 3.52, Cosmetics gets eight rank with a mean score of 3.46 and jewellery gets
ninth rank with a mean score of 3.13 as the consumer preference towards the products according to their level of
comfortability, need and satisfaction.
SOURCE OF INFORMATION ABOUT ONLINE SHOPPING

In this study, rank analysis has been carried out to identify various source of information about home loan.
TABLE -2
SNO ELEMENTS Weighted Mean Score Mean Rank

1. Social networking sites 4.13 1
2. Review and Blogs 3.52 4
3. Advertisement 4.03 2
4. Print Media 3.46 5
5. Friends and relatives 3.9 3
From the table, it can be inferred that Social networking sites is ranked the first, Advertisement scores second
rank, Friends and relatives scores third, Review and Blogs gets fourth rank, Print Media gets fifth rank as source of
information for online shopping.
ANALYSIS OF THE REASONS FOR ONLINE SHOPPING BY THE CUSTOMERS USING WEIGHTED MEAN SCORE
TABLE -3
S.no Elements Weighted mean scores Rank

1. Product review from other customers 3.83 2
2. Convenience 4.13 1
3. Price comparison 3.69 4
4. More product option 3.58 5
5. Safety 3.80 3
6. Fast shipping 3.5 6
From the above table , it is evident that mean value is above 3 for all the five elements indicating that all the
respondents strongly agree to all the reasons and these reasons influence them in availing home loan. Among this
convenience is ranked the first, product review from other customers scores second rank, safety scores third, price
comparison gets fourth rank, more product option gets fifth rank, fast shipping gets sixth rank as reasons for online
shopping by the customers.
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CHI-SQUARE TEST FOR TESTING ASSOCIATIONS BETWEEN THE SELECTED DEMOGRAPHIC FACTORS
AND ITS IMPACT ON ONLINE SHOPPING.
The following hypothesis was framed to test whether associations between the selected demographic factors
and its level of online shopping.
HYPOTHESES
For the purpose of this study following hypotheses have been proposed:
Hypothesis 1:
H0: There is no association between gender and online shopping
H1: There is an association between gender and online shopping.
CHI - SQUARE TEST
NATURE OF VARIABLE CALCULATED TABLE DEGREE OF
VALUE VALUE FREEDOM
Gender 3.3 3.84 1
In the above table, the calculated value (3.3) is less than the table value (3.84) at the 5% significance level and so the
null hypothesis was accepted. Thus it can be concluded that there is no significant association between gender and
online shopping
Hypothesis 2:
H0: There is no association between age and online shopping
H1: There is an association between age and online shopping
VALUE VALUE FREEDOM
Age 39.04 7.82 3
In the above table, the calculated value (39.04) is greater than the table value (7.82) at the 5% significance level and so the
null hypothesis was rejected. Thus it can be concluded that there is significant association between age and online shopping.
Hypothesis 3:
H0: There is no association between education and online shopping
H1: There is an association between education and online shopping.
VALUE VALUE FREEDOM
Education 14.78 7.82 3
In the above table, the calculated value (14.78) is greater than the table value (7.82) at the 5% significance level and
so the null hypothesis was rejected. Thus it can be concluded that there is significant association between education
and online shopping.
Hypothesis 4:
H0: There is no association between income and online shopping
H1: There is an association between income and online shopping
VALUE VALUE FREEDOM
Income 9.65 7.82 3
In the above table, the calculated value (9.65) is greater than the table value (7.82) at the 5% significance
level and so the null hypothesis was rejected. Thus it can be concluded that there is significant association
between income and online shopping.
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Hypothesis 5:
H0: There is no association between nature of employment and online shopping
H1: There is an association between nature of employment and online shopping
VALUE VALUE FREEDOM
Nature of employment 2.57 7.82 3
In the above table, the calculated value (2.57) is less than the table value (7.82) at the 5% significance level and so
the null hypothesis was accepted. Thus it can be concluded that there is no significant association between nature of
employment and online shopping.
Hypothesis 6:
H0: There is no association between type of family and online shopping
H1: There is an association between type of family and online shopping
VALUE VALUE FREEDOM
Type of family 1.29 3.84 1
In the above table, the calculated value (1.29) is less than the table value (3.84) at the 5% significance level and so the
null hypothesis was accepted. Thus it can be concluded that there is no significant association between Type of family
and online shopping.
FINDINGS
●● G
rocery has been ranked first by the respondents, medicine has been ranked second, and the third rank is given
to food. Entertainment gets fourth rank, Books gets fifth rank, electronic goods scores sixth rank, clothes gets
seventh rank, Cosmetics gets eight rank and jewellery gets ninth rank as the consumer preference towards the
products according to their level of comfortability, need and satisfaction.
●● S ocial networking sites is ranked the first, Advertisement scores second rank, Friends and relatives scores
third, Review and Blogs gets fourth rank, Print Media gets fifth rank as source of information for online
shopping.
●● C
onvenience, product review from other customers, safety, price comparison, more product option, fast
shipping are reason for online shopping by the customers.
●● There is no significant association between gender and online shopping
●● There is significant association between age and online shopping.
●● There is significant association between education and online shopping.
●● There is significant association between income and online shopping.
●● There is no significant association between nature of employment and online shopping
●● There is no significant association between Type of family and online shopping.
●● L
evel of online shopping is positively related to age, education and income level. The results indicate that
online shopping level increases with increase in education and income level.
CONCLUSION
In this pandemic situation, online shopping is safe, convenient and quick. Online demand has increased for multiple categories,
including grocery, medicine and food. Higher levels of education and personal income correspond to more favourable
perception of online shopping. Increased exposure to technology also increases the probability of developing favourable
attitude towards new shopping channels. But customer must have access to the internet and a valid method of payment in
order to complete an online transaction
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REFERENCES
[1] Lina Zhou, Liwei Dai and Dongsong Zhang (2007) “Online Shopping Acceptance Model — A Critical Survey Of
Consumer Factors In Online Shopping,” Journal of Electronic Commerce Research, VOL 8, NO.1, 2007
[2] M
ohammad Hossein Moshref Javadi, Hossein Rezaei Dolatabadi (2012) “An Analysis of Factors Affecting On
Online Shopping Behavior Of Consumer” International Journal of Marketing Studies; Vol. 4, No. 5; 2012 ISSN
1918-719X E-ISSN 1918-7203.
[3] Y
i Jin Lim, Abdullah Osman (2016) “Factors Influencing Online Shopping Behavior: The Mediating Role of
Purchase Intention” Procedia Economics and Finance 35 ( 2016 ) 401 – 410.
[4] C.K. Sunitha, Dr. M. Edwin Gnanadhas “Online Shopping – An Overview”
[5] “The Impact of COVID-19 on E-commerce in India” Business tips covid 19 E-commerce September 18, 2020
[6] www.businessinsider.com
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IN G

Platinum Jubilee Publication

HIMADRI BANARJEE A.K. PATNAIK

Published by : Prof. Basanta Kumar Mallik

Department of Commerce (Honours)

Internal Quality Assurance Cell (IQAC)

SRI KANYAKA PARAMESWARI

Dr. Leigh – Anne Paul – Dachapalli Dr. Padmaja Priyadarshini BN

Dr. Y. Hariprasad Reddy Dr. Kavitha Menon

These papers provide a wide spectrum of research on Marketing, Human Resource

Dr. P. BARANI KUMARI

SL No Name of Author Name of Topic Page No

1 P. Kavitha A Conceptual Study on the Antecedents of 1

2 R.Vidhya Impact of Social Media in Digital Marketing - 7

3 J.Gajavalli A Study on Various Methodologies in Plant 11

4 M. Ganesh Raja A Brief Survey on Significant Innovative 17

5 Dr. K. Malarvizhi A Study on Supervisor Job Satisfaction 21

6 Amitha Radhakrishnan V. The Awareness and Challenges on Cashless 27

7 S. Geethalakshmi A Study on Morale of the Employees 31

8 J.Vaisali Impact of Advertisement on Consumer 37

9 C.Seethapathi Impact of Employee Empowerment 41

10 A.Hemalatha Internet and Brand Outreach of Retail 47

11 M.Renuka A Study on Job Stress and its Impact 53

12 M. Jayaprakash Socio-Economic Conditions of Handloom 59

13 S.Bala Murali Factors of Work Stress among Teachers 63

14 G.Anitha Devi Comparative Study on Quality of Work 67

15 J. Gajavalli A Study on Awareness Level of Cyber 73

16 L.Madhumitha A Study on Customer Perception on 79

17 P.Vinodhini Impact of Burnout in Quality of Work Life 83

18 Thirupura Sundary P.A. Consumer Buying Behaviour towards 87

19 PM. Nithisha Analysis on Investment Patterns among 91

20 Dr.S.Hemalatha Impact of Covid-19 on Digital 97

21 Nikhil M Risk Governance Practices of Select 101

22 Dr. B. Suchithra A Study to Analyse the Effectiveness of 105

23 K.Kalaivani A Study on Impact of Covid 19 Towards 111

24 Amritha Jessica Samson Spiritual Intelligence – A Healthy 117

25 Dr. Meena. V A Study on Resources Used for Online Class 121

26 R.Chandini Effectiveness of Determinants of Quality of 127

27 Raveena.S.K. Consumer Tilt from Unorganised to 131

28 S. Raj Kamal A Study on Customer Satisfaction towards 137

29 Dr. Sandeep R. Sahu Study of Investment Pattern in Stock Market 143

30 V. V. Jawale Adverse Impact of Covid-19 Pandemic 147

31 Vijayalakshmi. K A Study on Recent Trend in E-Shopping 151

A CONCEPTUAL STUDY ON THE ANTECEDENTS OF CUSTOMER

ANTECEDENTS OF CUSTOMER LOYALTY IN TRAVEL AGENCIES :

STUDIES RELATED TO E-SERVICE QUALITY :

have been critical of the

CONCEPTUAL MODEL OF THE STUDY

IMPACT OF SOCIAL MEDIA IN DIGITAL MARKETING - FMCG

Table 1: Categories of social media platforms

Categories Description Example applications

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

PRIMARY DATA & SECONDARY DATA

Particulars Number of Respondents Cronbach’s Alpha

Table 1 Independent Sample T- Test

Independent Sample t - test Test for Equality of variance F Sig

A STUDY ON VARIOUS METHODOLOGIES IN PLANT DISEASE

Fig.1 Plant Disease Classification and respective factors

Fig.2 Diseased leaves

Table.1 Crops Affected by Microorganisms

S.No. Disease Crops Affected Symptoms

Bacterial wilt Black canker Bacterial Spot

Fig.3 Bacterial infected leaves