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Pacific University JournalPacific University Journalofof
Social SciencesSocial SciencesVol. 1 Issue 2 25 May, 2017 Udaipur
ISSN No. : 2456-7477 (Print)
The Ascendant Cycle of Cyber Crimes: An Ordeal for the Present Legal FrameworkDr. Rahul Vyas
Assessing the Impact of Demographic Attributes’ on the Saving Habits of Rural Middle Class of Udaipur District of Rajasthan Dr. Ashok JetawatBhamini Menaria
A Comparative Study of Teaching Aptitude and Effectiveness in the Primary Level Teachers of Government and Private Schools of Udaipur and Pratapgarh District of RajasthanDr. Ashwini Kumar GaudMs. Pankaj MishraAshish Adholiya
Redefining Marketing Mix for Digital MarketingGaurav DhakarShatakshi TripathiDr. N. S. Rathore
Farmers’ Riots: A Vulnerable Issue Dr. Leena Sharma
Critical Factor Effect Evaluation on Integration of Discrete Mathematics Practices in Secondary Schools’ Course Curriculum Manila JainDr. Dilendra Hiran
Review Paper on Indian Ecosystem for Social Entrepreneurship with Special Reference to Healthcare IndustryRaj Kamal Prasad Verma
Comparative Assessment of Public and Private Milk Organization’s Employee Satisfaction for Performance Appraisal SystemSachin ChoudharyDr. J. P. Mishra
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Shri B.R. AgrawalPatron & Founder Chairman
PAHER University
Prof. Bhagwati Prakash SharmaPresident
PAHER University
Dr. Saurabh TyagiAsst. Professor of Geography
Pacific College of Social Sciences and HumanitiesPAHER University
Prof. Y.C. DesaiProfessor of Public Administartion
School of Public AdministrationUniversity of New Mexico, USA
CoordinationB.C. Kumawat
Circulation ManagerDr. Asha Galundia
The views expressed in the articles/papers in Pacific University Journal of Social Sciences are those of the authors only
Prof. R.P. JoshiFormer Dean, Social Sciences
MDS University, AjmerFormer Emeritus Fellow
Central University of Rajasthan
Shri Ashish AgrawalFinance Secretary
PAHER University
Shri Rahul AgrawalSecretary
PAHER University
Dr. Bhawna DethaDean, Social Sciences & Humanities
PAHER University
Dr. Neelima AryaAsst. Prof. of Sociology
Pacific College of Social Sciences and HumanitiesPAHER University
Prof. Ashwani MahajanProfessor of Economics
DAV College, New Delhi
ContactAshish Adholiya
Assistant Professor of IT and MarketingPacific Institute of Management
PAHER University, [email protected]
LayoutSanjay Sankhla
Praveen Choubisa
Ashish AdholiyaAssistant Professor of IT and Marketing
Pacific Institute of ManagementPAHER University, Udaipur
Dr. Mahima BirlaProvost
PAHER University
Dr. Meenakshi PanchalAsst. Prof. of Economics
Pacific College of Social Sciences and HumanitiesPAHER University
Prof. Z. N. PatilFormer Professor of English (Linguistics)
The English and Foreign Languages UniversityHyderabad (Telangana)
Prof. S.C. RajoraFormer Professor of Sociology
& Director (Research)University of Kota
Patrons
Chairman, Editorial Board
Consulting Editor
Editor-in-Chief
Managing Editor
Group Editor
Consulting Editor
Editorial Board Members
Editorial Advisory Board
Editorial Associates
Jinendra VyasAsst. Prof. of Operation Management
Pacific Business School, Udaipur
Dr. Manoj DadheechAsst. Prof. of History
Pacific College of Social Sciences and HumanitiesPAHER University
Dr. Subhash SharmaAssociate Prof. of EnglishFaculty of Management
PAHER University
Printed and Published by :Dr. Mahima Birla (Indian)on behalf of Pacific Academy ofHigher Education and Research UniversityPacific Hills, Pratapnagar Extn. Airport Road, Udaipur (Rajasthan) 313001
Printed at:Yuvraj Papers
11-A, Indra Bazar, Nada KhadaNear Bapu Bazar
Udaipur (Rajasthan) 313001
Prof. M.P. DubeVice-Chancellor
UP Rajarshi Tandon Open University, Allahabad
Dr. Rudolph ReyserChair at World Centre of Indigenous Studies
Washington, USA
Prof. Yogesh AtalFormer Professor of SociologyPresently, Professor Emeritus
M.P. Institute of Social Science, Ujjain
Pacific University Journal of Social Sciences 25 May, 2017, Udaipur
Pacific University Journal of Social Sciences
A Peer-Reviewed Biannual Publication of
Pacific Academy of Higher Education and Research University (PAHERU), Udaipur
Pacific University Journal of Social Sciences 25 May, 2017, Udaipur
Is India Primed to Reap the Gains of
Demographic Dividend?
Demographic dividend is a situation boosting economic productivity due to
growing numbers of people in the workforce relative to the number of dependents.
That means the working age population, which falls between 15 to 64 years is larger
than the non-working-age share of the population that is 14 and younger, and 65
and older
India with the population of 1.35 billion or 135 crore is the world youngest country.
About two thirds of its population is below the age of 35 years, making it roughly
830 million or 83 crore people below the age of 35 years. To understand it
meaningfully, India’s young population that is below 35 years is more than double
the total population of USA. To give another fascinating value, India’s young
population(15-25 years) is roughly 10 crore (100 million) more than the total
population of all the G7 countries combined.
The working population in India is set to ascend significantly over the next decade
or more. By 2020, the average Indian will be only 29 years of age, compared with 38
in China and the U.S., 48 in Japan and 45 in Western Europe. Moreover, by 2030,
India will have the youngest median age of 31.2 years, while China’s will be 42.5
years. Most key economies will see a turn down of working age adults (20-64 years).
United National population research states that, the countries of Asia and Latin
America have been enjoying the benefit of the demographic dividend for the
duration of the last four decades. Developed countries of Japan, Europe, and USA
have an aging population due to low birth rates and low mortality rates. Neither the
least developed countries nor the countries of Africa have as yet experienced
favorable demographic conditions
With the waning working age population, particularly in the developed countries,
more jobs coming forth from the developed countries will be redistributed and
India can gain from it due to demographic dividend. According to International
Monetary Fund (IMF), India’s enduring demographic dividend can increase about
2 percent to the yearly rate of economic growth, providing a golden prospect for
India to become a superpower, if explored properly. .
Editorial
Pacific University Journal of Social Sciences 25 May, 2017, Udaipur
It is broadly anticipated that India will have a demographic dividend for another 25
to 30 years, after which India’s total labour force is likely to start falling, in absolute
terms. In other words, we have only 30 years, at best, to harvest the fruits of the
biggest young work force in a country anywhere in the world. However, in order to
reap the advantage of demographic dividend, the younger population must have
access to quality education, adequate nutrition and health, improved skill
development opportunities along with the ample avenues for employment.
Potent Threats
The prospect of demographic dividend also presents India with an severe
predicaments. Although India currently has the leading set of young people, the
increase in the working-age ratio will be concentrated in some of India’s poorest
states making it difficult to provide basic amenities, education and quality of life to
the young generation. Secondly, the demographic dividend will be fully realized
only if India is able to create gainful employment opportunities for this working-
age population. Human Development Report (HDR) published by the United
Nations Development Programme (UNDP)states that, India is still in the middle
human development group with countries like Philippines, Sri Lanka, Thailand, ,
Egypt, Indonesia, South Africa, and country like Vietnam has a better rank.
Therefore, health and education standards need to be enhanced to make the Indian
workforce proficient and skillful.
There is yet another challenge, of building young Indian’s skillful for enhancing
their employability. The problem is coupled with lack of educational infrastructure
and sub-standard and industry incompatible syllabus. Data states that 130 million
enroll in primary school every year but only 12 million graduate from college.
NASSCOM estimates that Indian engineering graduates severely lack is
employable traits like technical skills, communication and presentation skills, and
collaboration abilities. This means that only one in four engineering graduates get
decent job. As such , only 20 percent out of the 400,000 engineering graduates each
year are employable in private sector.
Way Ahead
The dual challenge of skill-building and career opportunity creation needs to be
addressed very strategically. The need is for collaboration between the
government and the private sector on both the supply and demand sides. There is
also a call for for a facilitative and favorable environment for private sector
interventions in this area. The example of one such partnership is the National Skills
Pacific University Journal of Social Sciences 25 May, 2017, Udaipur
Development Corporation, established with the purpose to upgrade the skills and
potential of 500 million people in India by 2022, through skill development
programs and providing funding by encouraging private sector initiatives
In addition, the public-private partnership (PPP) models, such as Build-Own-
Operate-Transfer (BOOT) or Design-Build-Finance-Operate-Transfer (DBFOT)
model, should be encouraged to put together key infrastructure in the country.
There are many flourishing examples of PPP models in areas including healthcare,
transportation, power ,ports and education.
To take the benefit of demographic dividend in a country like India is indisputably a
gigantic mission But If it is not done now, we as a country will not get this
opportunity again. Failure to grab this opportunity well deepen the political and
social turmoil, disruptiveness and amplified public expenditure. We need to get
this matter resolved in a committed manner while keeping in mind that India’s
biggest assets is its population who need to be actively involved in the right
direction to foster India’s ascend to the top of the world.
1
Dr. Rahul Vyas
Assistant Professor, Pacific School of Law, Paher University, Udaipur
Abstract
The ubiquitous expansion of the world wide web (www) and as predicted
by Gordon Earle Moore – The Moore’s law technology has evidenced an
exponential advancement globally leading to the escalation of innovative
types of white collar crimes, in particular the web based. Also the web
space is expanding exponentially with an unregulated upswing in web
based business transactions and what not. Novel business formats and
models are emerging at a drop of a hat and yet more are being explored
and designed. From AirBnB, Amazon, Myntra to Zomato an endless list
of website are witnessing a stupendous growth in E-biz, but always
lurking in the digital world are dark net pilferers - the hackers, the phish-
ers, site squatters and a host of other dark net denizens. These crimes are
in the virtual world and as there are no physical boundaries that constrain
the world wide web they have the potential to distress any person across
the globe including even Hillary Clinton.
Today cyber crime has turned into a career choice and the demographic of
a representative cyber criminal is shifting swiftly from a geeky nerd to a
conventional mafia gangster generally linked to money laundering,
drug-trafficking and extortion etc.
The present paper is a conceptual paper which endeavors to explain the
challenges that confront the legal governance in the country.
Keywords: White Collar Crime, IT Act 2000, Cyber Laws
The Ascendant cycle of Cyber
Crimes: An ordeal for the
present Legal framework
Introduction
The tectonic shifts in Technology and advent of Algo’s, AI, ML and
Robotics have made a sea of difference in the strategy for business. E-
commerce is being used for sale and purchase of several products and
services using diverse portals and website.
The latest assault by the WannaCry ransomware as reported by The
Telegraph “appears to have used a flaw in Microsoft's software, discovered
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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by the National Security Agency and leaked by
hackers, to spread rapidly across networks lock-
ing away files.” In March 2017 a research by Tele
Sign and RSA, has revealed that only 11% of US
companies responded that they have not
experienced any fraudulent occurrence on their e-
commerce sites in the past year.
In December 2016 research by Adroit Digital
said that 68% of US internet users reported the
chief way they would counter a security breach
at a website or brand would be to stop using the
same as against just 7% who said they were not
bothered by it.
Legal Enforcement and Cyber Crimes
The IT Act, 2000 in its present avatar is ill
equipped to take on the evolving cyber crimes.
Which comprise of either A) where the
Computing Machine itself is the Target i.e. using
a PC to launch a cyber assault on other PCs and
machines? Like hacking and the Wannacry style
Virus attacks. Or B) The use of the computing
Machine as a weapon - Trolling, Fake News, IPR
infringements, online frauds etc.
The conventional laws depend heavily on
documents but with the advent of web based
commerce and Data it has become imperative on
the part of our country’s Law makers to make
suitable amendments to the Information
Technology laws to endow the existing legal
framework with more teeth.
Cyber laws incorporate various laws relating to:
• Data Protection and Privacy issues (Aadhar
being an example)
• Cyber Crimes (Phishing and the recent
Wannacry ransomware)
• Intellectual Property( Site Squatters and fake
news)
New age Extortions over the www like
Wannacry ransomware and the Darknet have
compromised the law enforcement process
through the deepNet. This is a disturbing
situation, in tandem with a report by the Indian
Computer Emergency Response Team (CERT-
ln) which reveals that the incidences of “cyber
crimes” in our country has increased around 50
times in the past 3 years. Disturbingly, there
were 5284 reported cases of Phishing, 3476 of
network probing and 2352 of virus propagation
till March 2017.
The twin shields of Data protection and Privacy
laws aim at creating a fair balance involving
both the privacy rights of the citizens and the
interests of data collectors /controllers such as
Medical services providers - Hospitals, internet
based service providers - emitra, Financial ser-
vice providers - Banks etc. online frauds related
to the financial sector are looming large on the
horizon (the HSBC–Denial of Service cyber
attack) and in the process kicking off a
discussion on the accountability of the Banks
themselves for the losses incurred by clients due
to such cyber attacks and fraud. In our country
the liability is considered in the perspective of
due diligence process used by the financial
services providers and the PIN and OTP system
for access.
Evolving Nature of Cyber Laws
Cyber law is a broad term, which includes all
issues, aspects and the legal consequences
adherent and relevant to cyber space. Our
Country is the 12th nation in the world to have
cyber legislation but the IT Act 2000, does not
have specific guidelines of electronic payments
gateways and there is a segregation of
negotiable instruments (as per NI Act, 1881) on
the inclusion of the same in the IT Act, which is
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
3
having a major consequence on the expansion of
e-commerce. The Act aims to empower various
government agencies to accept the filing of,
creation of and retention of official documents in
the digital format. The IT Act introduced the
notion of secure digital signatures that will be
required to be passed through a structure of
security procedures, as per stipulation by the
Government.
The Act does provide succor in the form of a
statutory remedy to the corporate in case it is
proved that the accused had in Act broken into
the Network or Computer Systems of the
Complainant with the intent of damaging and
copying the data. The Act provides for monetary
damages, not exceeding Rs. 1 crore ($200,000) in
case such charges are proved. The Act has set up
the Territorial Jurisdiction of the Adjudicating
Officers for cyber crimes and the Cyber
Regulations Appellate Tribunal.
In the same vein the Act is mum about the
subject of Intellectual Property Rights( IPR), and
no provisions have been framed at all for
infringements regarding trademarks, copy-
rights, patenting of data and information, even
of the rights and liabilities of domain name
holders are not spelled out which is generally
the first step of taking an entry into electronic
commerce.
E-Governance has the potential to generate
massive benefits in four significant areas:
I) An alteration in the working processes of
public institutions and service delivery by
government agencies (Electricity, Health,
Education etc.).
ii) The encouragement for transparency in
government functioning (e-tenders etc.).
iii) The facilitation of useful decentralization
(MNREGA etc.).
iv) The augmentation of our strengths for global
competitiveness (GST, Ease of doing
Business etc.).
While the media used in these transactions are
provided by technology, the rules for
application and enforcing these transactions are
carried out as per Law. In this emergent
scenario, it is impossible for the law to exist
independent of technology and vice versa.
An Internet Service Provider (ISP) usually
handles and manages the website and server
hosting services, These Servers may be
interweaved between diverse jurisdictions and
transmit or exchange information going
through a number of geographical areas, as the
digital communication is conducted through
web and e-connected computers and equipment
and this results in end, user identification
becoming a task like trying to locate a pin in the
haystack.
Insofar as the informational material of the
domain is concerned, infringement of trade
mark or copyright may be held valid in a court of
law provided such written material enjoys
copyright or trade-mark protection. While in an
ordinary case exceptions to the copyright may
be acceptable, this arrangement is open to
discussion in the case of web based materials.
There is a concomitant issue of determining the
apt jurisdiction.
The word “e-government” is open to a number
of diverse definitions, depending primarily on
perspective, in general it as the provision of
governmental services (Education, Health, Law
and order) and a process of public administ-
ration through the use of ICT. This raises the
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
4
issue of legal consequences of the interface
between manual and automated resolutions.
The problem of clearly demarcating the
boundaries between the legal effects of
automated decisions as opposed to decisions
through the usual executive and judicial
decision is also significant.
The provision of legal services to Indian citizens
should be separated from judicial functions
performed by the Law Courts. The stress of IT
Act should be on information and or materials
that will develop access to justice for all.
(a) Free-access online to various laws and
regulations governing the citizens, the
provisions for easier public access to legal
materials and counsel in form of online legal
aid
(b) Online legal opinions to sustain the
provision of free legal aid.
The setting up of appropriate e-governance
composition in the form of web portals for
availing judicial services, online legal help and
aid etc can improve the reach of contact to a host
of government services. It will also increase the
tempo of use of these services by the citizens.
This is a step which will be beneficial not only for
the socio-economic well being of the country but
also will assist in making better the quality of
governance and administering the other
government programs.
Privacy Issues
The application of technology to a variety of
online transactions has resulted in the crisis of
user-identification and personal information
theft etc, it is of a grave nature particularly since
the transaction is of a remote nature and thus
leads to identity theft and a host of other issues a
case in point being Credit Card frauds etc.
Data Security
A primary issue is of data Security. It is of
extreme significance that the database has to be
precise and state-of-the-art security protection
should be employed because unauthorized
access to the database has severe consequences
both for the citizen as well as the government the
misuse of the data, leads to pre fraud and having
a continuous vigilance of the integrity of
electronic data is the only recourse.
Conclusion
E-governance and E-Commerce is not and can
never be the complete replacement for the extant
systems (that’s why we have omni channels).
They have to be viewed as a supplement and
complement to the existing structures.
Web based commerce and business, with new
business models raining like cats and dogs, is the
cynosure of all eyes and has also caught the
fancy of the cyber criminals who pose a
challenge for all stakeholders. The added test is a
lack of cyber law implementing enabled
manpower and worrisome poor surveillance
infrastructure because of the oft criticized
‘internal digital divide’. The major troubles are
related to the accessible infrastructure which is
inclusive of but not limited to frequent
connectivity failures, prohibitive cost of internet
access (both wireless and wire line) , a deficiency
in the suitable legal and regulatory framework
in many specific areas of web based commerce
are a clear warning of the emerging and well
entrenched challenges for IT Laws today.
The extant cyber laws in India are attempting to
thwart challenges such as A) The Information
Technology Act, 2000 make it obligatory to set
up corporate compliance programs including
cyber law compliance program in all registered
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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Corporates. B) The IT 2000 law clearly mandates
all registered companies to deploy a relevant IT
security policy. C) The Information Technology
Act of 2000 provides for further personal
liabilities. D) The proper authentication of elect-
ronic records and security of data.
The conclusion may be drawn that cyber crime is
not a figment of fiction but a real, expanding
phenomenon. Furthermore, a steady augment-
ation in the number of web based crimes is
anticipated which demands a far greater
consideration of Lawmakers. However, the
existing IT and cyber Laws and regulations do
not solve the emerging challenges like the
Wannacry ransomware attack, various gover-
nance issues also cannot be resolved in a jiffy. So
the law makers will need to redefine cyber Laws
and regulations which are concomitant and
relevant to these dynamics.
References
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(2007). Encouraging existing customers to
switch to self-service technologies: put a
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Theory and Practice, 15 (4), 283–298.
Ganesan R and Vivekanandan K (2009). A
Secured Hybrid Architecture Model for
Internet Banking (e-Banking). Journal of
Internet Banking and Commerce, 14
Koufaris, M. and Hampton-Sosa, W. (2004). The
development of initial trust in an online
company by new customers. Information &
Management, 41 (3), 377-97.
Lee, E.K., Kwon, K.N. and Schumann, D.W.
(2005). Segmenting the non-adopter
category in the diffusion of internet banking.
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(5), 414-37.
Liao, J. and Lin, T. (2008). Effect of consumer
charActeristics on their acceptance of online
shopping; comparisons among different
product types. Computer in human
behavior, 24 (1), 48-65.
Malhotra, P. and Singh, B. (2009). Analysis of
Internet banking offerings and its
determinants in India. Internet Research, 20
(1), 87-106.
Mattila, M., Karjaluoto, H. and Pento, T. (2003).
Internet banking adoption among adult
customers: early majority or laggards?.
Journal of Services Marketing, 17 (5), 514-28.
Rotchanakitumnuai, S. and Spence, M. (2003).
Barriers to internet banking adoption: a
quantitative study among corporate
customers in Thailand. International Journal
of Bank Marketing, 21 (6/7), 312-23.
Sayar, C. and Wolfe, S. (2007). Internet banking
market performance: Turkey versus the UK.
International Journal of Bank Marketing, 25
(3), 122-141.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
6
Dr. Ashok Jetawat
Professor, Pacific University, Udaipur
Bhamini Menaria
Research Scholar, JRN Rajasthan Vidyapeeth University, Udaipur
Abstract
The study assessed the impact of rural middle-class households’
demographic characteristics on their saving habits. The study’s
operational and geographical scope was limited to the rural middle class
households of Udaipur district of Rajasthan and their saving habits. The
basic aim of the study is to assessing the impact of demographic
characteristics (age, gender, marital status, monthly income, family type,
academic qualification and occupation) on the rural middle class peoples’
saving behaviour and habits. Total 385 rural middle-class households of
the rural areas of Udaipur (Badgaon, Girwa tehsil, Salumber, Jaisamand,
Mavli, Balicha, Eklingji, Chirwa and Dabok etc.) district participated in
the research. The study concluded that demographic characteristics like
age, marital status, monthly income, family type, academic qualification
and occupation of rural middle-class household are positively associated
with their saving habits but only one demographic characteristic that is
gender does not affects the saving habits of rural middle-class
households. To assess the significance of the relationship between the
demographic characteristics of a rural middle-class household and the
related demographic attributes one way ANOVA test was performed.
Keywords: Investment, Awareness, Household, Saving
Demographic Characteristics
Middle-class,
Assessing the Impact of Demographic
Attributes’ on the Saving Habits of
Rural Middle Class of Udaipur
District of Rajasthan
Introduction
Central Statistical Organization (2014) defined saving as, “Saving is the
balanced amount or the figure of the income which remains after all the
possible necessary expenses of the individual or the family or the
enterprise.” According to the properties, setup and estimation of the
saving it is of three types: Household Saving, Private Sector Saving and
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
7
Public Sector Saving. The household sector
saving represents the savings performed or
accrued by the individual member of a
household and the contribution of this saving is
good enough in the national income
computation of the country. Private Corporate
sector savings represent the savings performed
by private owned corporations. Generally
private corporate sector comprise of Non-
government non-financial companies,
Commercial banks and insurance companies
working in private sector, Co-operative banks,
credit societies and non-credit societies and
Non-banking financial companies in the private
sector. Public sector savings represent savings of
government and savings of public sector
undertakings. Indian Rural economy is growing
rapidly and this evolving nature of the rural
economy is leading to the introduction of
various investment opportunities or offerings
from both the private financial institutions and
government as well. As it is been noticed that the
literacy level in India is increasing year by year,
still besides the growth in the literacy rate and
increased literacy level, the awareness for the
financial products in other words financial
literacy rate is much slower in villages or the
rural area of India. Government had introduced
several schemes under the concept of financial
exclusion, by which now a citizen of the nation is
not limited up-to banks only to render the
financial services they may go for savings in post
offices as well, investors may have the choices of
a variety of instruments. The decisions or the
behaviour for the saving may vary for every
individual depending on their risk taking
ability, awareness for the instrument, awareness
for the investment avenues and the purpose for
which they are investing their saving. Purpose
of investment can be related with saving
objective. The ultimate aim of the every
individual investor is to go for such investment
option which may give them certain personal
financial goals under the fixed time period.
Investment behavior of an individual reveals the
individuals’ approach for the available invest-
ment avenues and also confirms the effect of the
factors which may affect his allocation of his
savings. The saving behavior of individual
consists of why an individual want to save, how
much percentage of the disposable income an
individual wants to save, and the what opinion
he/she has for the saving when investment
options are available. Saving objective of
household savers is always substantiated by the
investment option they choose to attain their
objectives or purpose of savings.
The rural middle-class household behaviour for
the savings shows their economic behaviour and
reflects their contribution in the economic
prosperity and the societal growth of the nation.
In this context the present research study titled
“Saving Behavior of Rural Middle Class
Families of Southern Rajasthan” is undertaken.
The present study attempts to make significant
contribution in the field of understanding the
saving behavior of the Middle Class Rural
Households in Udaipur district of Southern
Rajasthan of India. The in-depth review of
literature suggests that the investment decision
and the saving behaviour are closely coupled
with each other but the systematic savings and
investment can be enhanced by creating
awareness among rural middle-class house-
holds regarding the awareness for the benefits of
savings and investment avenues. The study
explores saving behavior of rural middle-class
households/investors in the Udaipur district of
Rajasthan, and describes relationship among
several variables which may influence the
saving behavior or approach of rural middle
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
8
class household. Present study also highlights
the association of demographic and socio-
economic profile of investors with saving habits.
The study attempted to measure the impact or
association of rural middle-class households’
demographic characteristics and saving
behaviour with the help of a structured
questionnaire. Questionnaire helped to examine
different parameters of saving behaviour of an
Individual on Five Point Likert Scale. The study
design and framework focuses on development
and invention of study subject related factors.
The study sample size was 385 rural middle-
class households of the rural areas of the
Udaipur district of Rajasthan. Feedback of
sampled rural middle-class households was
collected with the help of a structured
questionnaire. The questionnaire enclosed
several statements related to the rural middle-
class households’ behavior and approach for the
savings and investments. Personal or
demographic information of rural middle-class
household like age, gender, marital status,
monthly income, family type, academic
qualification and occupation is also collected
with the help of questionnaire.
relationship of savings behaviour and financial
problems and financial management practice of
Malaysian workers. The study revealed that
financial management practices significantly
calculated financial problems of the workers,
financial management and financial literacy
helped to calculate the saving behaviour and
financial stress and saving behaviour of the
workers do not have any significant relationship
between them. The study recommended that
financial problem and financial stress proof
needs to be improved in workers’ financial
issues by reducing their financial stress.
Turner and Manturuk (2012) studied the extent
of impact of individual, institutional, and
structural determinants on individual decision
making for the saving. They concluded that
family, upbringing, and employment
experiences as individual determinants,
incentives, disincentives, and organizational
culture shape, participants’ trust as institutional
determinants significantly affect participants’
attitudes toward savings and their confidence in
their ability to save.
Nathridee Suppakitjarak & Piyarat Krishnamra
(2015) concluded in their study that regulators
and obstacles of the financial market make the
investor not to participate in particular
instruments. For example like some savers do
not invest in some instrument because the
minimum requirement for invest is too high and
some savers do not buy insurance, corporate
bond, and banker acceptance because they
afraid that the issue will default or in the case of
stock and government bond they afraid of losing
the value of their investment. So they suggested
that more liberal and convenient financial
policies and plans must be introduced to
encourage the individual for saving and
investment.
Review of Literature
Issahaku (2011) in his study on microeconomic
approach of estimating the determinants of
financial saving confirmed that age composition
of the individual and assets making behaviour
of him do not have a major effect on individuals’
saving behaviour. For his study the primary
data was collected from the households of
Nadowli. The study also revealed that
occupation, expenditure, assets and saving as
factors constraints the households’ investments.
Delafrooz and Paim (2011) tried to assess the
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
9
J. Amudha, V. Aravamudhan Varathan (2015) in
their study “Determinants and patterns of
saving behaviour in rural household of Salem”
concluded that income, level of expenditure,
consumption pattern of the rural household are
the major determinants which influences the
saving behaviour of the individual. To assess the
level of significance of the effect of the
determinants on the saving behaviour of the
rural household of Salem multiple regression
test was performed. By the test it was identified
that consumption is more significantly affecting
individuals’ saving behaviour rather than his
income as determinant.
Haruni Jeremia Mapesa (2015) in his study on
“Shaping the saving behaviour of the rural
poor” examined the determinants of savings
and investments offered by micro-finance
institution or policies to a rural poor. The study
concluded that rural finance programs
promoted by any financial or micro-finance
institution significantly affects the mobilization
of savings of rural farm households. The study
suggested that convenience and ease to
approach MFIs by a rural household has a
positive and significant impact on financial
savings or saving attitude of rural farm
household and also shows that rural farm
households are able to save / invest in financial
assets (Deposits, shares and other securities).
behavior of rural household as several
demographic factors such as age, gender,
marital status, monthly income, family type,
academic qualification and occupation affects
the individuals saving and investment
behaviour or not. And which demographic
factor is significantly affects and which is
insignificantly associated with the rural middle-
class household saving behaviour. As the
contribution of the rural middle-class
households in the economy in floating the
money into capital market is remarkable, so it is
quite important to study the rural middle class
people saving and investment behaviour. While
selecting the sample of rural middle-class
households for the research the first criteria was
area wise selection of households means
household should be of rural area, second
criteria was the class of income or the society that
is middle-class and then the last criteria was
district that is Udaipur.
Opinion of sampled rural middle-class
households was collected from a structured
questionnaire in which sampled households
have to rate their opinion for their saving
behavior related statements. And the secondary
data was collected from libraries, internet,
research journals, articles etc. The questionnaire
structured for the research purpose inculcates
following characteristics with in it:
1. The questionnaire developed for the
purpose of study presents several
statements related to the saving behaviour
of the individual means what are the
possible characteristics which may affect the
saving behaviour of a household. Every
saving characteristic was presented with the
help of several statements.
2. Rural middle-class households have to rate
their opinion for the administered
statements on the basis of Likert Scale
Research Methodology and Framework
In India two-third (67.63% of total population) of
the country’s population is living in rural area
and earns or contribute one-third of the national
income. Household sector is one of the most
important sectors which contribute more
savings and investments to the gross domestic
savings of the nation. The study has been
conducted to assess the saving and investment
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
10
measurement for purpose of saving,
avenues for saving, factors motivates for
saving and people involvement in making
saving decision.
3. Demographic section of the questionnaire
collected personal information of the
sampled household like age, gender, marital
status, occupation, monthly income,
qualification, family type / structure and
number of children.
4. Questionnaire was divided into three
different sections. The first section of the
questionnaire was related the personal
information statement of the households
and the second section was administered to
collect the rural middle-class household’
opinion for their saving behavior and third
section of the questionnaire was responsible
to collect the rural middle-class households’
opinion for their investment behavior.
5. All the questions of questionnaire were
closed ended; no open ended question was
presented in the questionnaire.
The research design and the framework
followed in the study was focused on assessing
the extent of significance of the subject related
issues and inner sight over the critical issues of
the subject. As the research work studies the
relationship between demographic charact-
eristics of the rural middle-class households and
their behavior, awareness for savings. The main
variables which were included in the study and
plays significant role to achieve the research
objectives were as follows-
1. Independent Variable –
a. Middle-class Households of the Rural
areas of Udaipur (Badgaon, Girwa tehsil,
Salumber, Jaisamand, Mavli, Balicha,
Eklingji, Chirwa and Dabok etc.)
2. Dependent Variables –
a. Saving Behavior
b. Awareness level for the Saving and its
related benefits
The study is aimed to attain the following
research objective which is a sincere attempt to
find out the saving behavior of rural middle
class households of Southern Rajasthan districts.
1. To study the impact of demographic
characteristics of rural middle class
households on their saving behaviors?
To attain the above stated objective following
hypotheses were formulated in order to realize
the research objectives:
H : Demographic characteristics (Age, Gender, o
Marital Status, Monthly Income, Family
type, Academic Qualification and
Occupation) do not affect the saving habits
of rural middle-class households of
southern Rajasthan districts.
H : Demographic characteristics (Age, Gender, 1
Marital Status, Monthly Income, Family
type, Academic Qualification and
Occupation) significantly affect the saving
habits of rural middle-class households of
southern Rajasthan districts.
In order to estimate that which personal
characteristics significantly affect individuals’
saving habits or behavior one way ANOVA test
was performed as this test helps to compare the
means score of the groups (between groups and
Within groups). One way ANOVA test helps to
improve the data quality and its interpretation
as well. The ANOVA tests the null hypothesis
that samples in two or more groups are drawn
from populations with the same mean values.
ANOVA is a relatively robust procedure with
respect to violations of the normality
assumption.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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Data Analysis and Interpretation
Table 1: Reliability analysis of the Responses
of Rural Middleclass households
Reliability Statistics
Cronbach's Cronbach's Alpha N of
Alpha Based on Items
Standardized Items
.842 .858 112
Source: Primary Data
Table 1 presented the reliability statistics of rural
middle-class household respondents opinion
collected from the structured questionnaire
presenting the statements related to saving
behaviour and habits. From the table it could
understand that reliability was measured for the
112 different variables by Cronbach’s alpha
value. The cronbach’s alpha value for the 112
number of items found 0.842 which shows the
84.2% reliability of the data and confirms the
good internal consistency and relationship
among the variables. It also confirms the quality
of questions as well. Cronbach’s alpha value of
the standardized items is 0.858 which is also
more than 0.70 and shows quality of the data and
questions is good.
Table 2: Descriptive Statistics of Sample
Teachers Responses
Scale Statistics
Mean Variance Std. Deviation N of Items
234.2319 756.062 27.49659 112
Source: Primary Data
Table 2 presented the descriptive scale statistics
for the responses of rural middle-class
households. From the table it could interpret
that for all the items or the variables participated
in the study the mean score value is 234.2319 and
variance is 756.062. The observed standard
deviation for the mean score value of 112
variables of the study is 27.49659 which confirms
the deviation of the mean score value in both
positive and negative direction (234.23 ±27.49)
of the mean value. The good variance and
standard deviation value confirms the
variability in the responses of the rural middle-
class respondents chosen for the study purpose.
Higher would be variability in the responses,
higher quality responses and less skewed data
confirmation could better be observed.
From Table 3 presented below demonstrates the
descriptive statistics of rural middle-class
Households. By the data values presented in the
table it could interpret that total number of rural
middle-class respondents participated in the
research and filled the questionnaire and also
preferred for the study purpose were 385.
Observed standard deviation from the mean
score of age class is (2.46 ± 0.89), of gender class is
(1.65 ± 0.47), of marital status class is (1.47 ± 0.74),
of monthly income class is (2.28 ± 1.00), of family
type class is (1.58 ± 0.65), of qualification class is
(2.83 ± 1.29), and of Occupation class is (2.22 ±
1.13). All the presented mean and standard
deviation values for the listed seven
demographic variables showed good variation
for the rural middle-class respondent
demographic profile and ensures that while
selecting the respondents it was properly
confirmed by the researcher that all the possible
demographic class should participate in the
study, which ensures the quality of the research
as well.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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Table 3: Descriptive Statistics of Rural Middleclass Households
Source: Primary Data
Descriptive Statistics
N Minimum Maximum Mean Std.
Deviation Variance Skewness
Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std.
Error
Age Group 385 1.00 4.00 2.4644 .89534 .802 .369 .115
Gender 385 1.00 2.00 1.6511 .47715 .228 -.636 .115
Marital Status 385 1.00 4.00 1.4778 .74958 .562 1.574 .115
Monthly Income 385 1.00 4.00 2.2822 1.00904 1.018 .222 .115
Family Type 385 1.00 3.00 1.5889 .65212 .425 .660 .115
Qualification
Level 385 1.00 6.00 2.8333 1.29458 1.676 .226 .115
Occupation 385 1.00 5.00 2.2222 1.13438 1.287 .475 .115
Valid N
(listwise) 385
Table 4: ANOVA Statistics of comparison of means of demographic variables for rural middle class households
ANOVA
Saving Habits [For Age]
Sum of Squares df Mean Square F Sig.
Between Groups 12.351 3 4.117 18.908 .000
Within Groups 97.107 381 .218
Total 109.458 384
Saving Habits [For Gender]
Sum of Squares df Mean Square F Sig.
Between Groups .126 1 .126 .517 .473
Within Groups 109.332 383 .244
Total 109.458 384
Saving Habits [For Family Type]
Sum of Squares df Mean Square F Sig.
Between Groups 5.761 2 2.881 12.417 .000
Within Groups 103.697 382 .232
Total 109.458 384
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
13
Source: Primary Data
Following observations were drawn/derived
from the Table 4:
1. There is significant difference (F = 18.908,
Sig. = .000) between the rural middle-class
households’ saving habits according to their
age groups. Thus it can conclude that age
significantly affects the saving habits of rural
middle-class household.
2. There is insignificant difference (F = .517,
Sig. = .473) between the rural middle-class
households’ saving habits according to their
gender type (Male and Female). Thus it can
conclude that gender does not affect the
saving habits of rural middle-class
households or we can say that habit of
saving is not gender specific and any one can
save the amount whether a homemaker as
well.
3. There is significant difference (F = 12.417,
Sig. = .000) between the rural middle-class
households’ saving habits according to their
family type (Nuclear, Joint and Single). Thus
it can conclude that type of family of rural
middle-class household affect the saving of
rural middle-class households.
4. There is significant difference (F = 3.342, Sig.
= .010) between the rural middle-class
households’ saving habits according to their
Saving Habits [For Qualification]
Sum of Squares df Mean Square F Sig.
Between Groups 3.192 4 .798 3.342 .010
Within Groups 106.265 445 .239
Total 109.458 449
Saving Habits [For Marital Status]
Sum of Squares df Mean Square F Sig.
Between Groups 3.378 3 1.126 4.734 .003
Within Groups 106.080 381 .238
Total 109.458 384
Saving Habits [For Occupation]
Sum of Squares df Mean Square F Sig.
Between Groups 3.938 5 1.313 6.278 .000
Within Groups 93.253 379 .209
Total 97.191 384
Saving Habits [For Monthly Income]
Sum of Squares df Mean Square F Sig.
Between Groups 4.284 3 1.428 5.963 .001
Within Groups 106.827 381 .240
Total 111.111 384
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
14
academic qualification (illiterate, undergra-
duate, graduate, post graduate and others).
Thus it can conclude that academic
qualification of rural middle-class house-
hold affect the saving habits of rural middle-
class households.
5. There is significant difference (F = 4.734, Sig.
=.003) between the rural middle-class
households’ saving habits according to their
marital statuses (Married, Divorcee, Widow
/ Widower and Single / Unmarried). Thus it
can conclude that marital statuses of rural
middle-class household affect the saving
habits or behaviour of rural middle-class
household.
6. There is significant difference (F = 6.278, Sig.
= .000) between the rural middle-class
households’ saving habits according to their
occupations (Agriculture/Agriculture
labourer, Business, Service, Cattle raring
and other). Thus it can conclude that
occupation of rural middle-class household
affect the saving habits or behaviour of rural
middle-class household.
7. There is significant difference (F = 5.963, Sig.
= .001) between the rural middle-class
households’ saving habits according to their
monthly income (<=10000, 10000 – 30000,
30000 – 50000 and >=50000). Thus it can
conclude that monthly income of rural
middle-class household affect the saving
habits or behaviour of rural middle-class
household.
Thus from the Sig. column value for the respective
demographic characteristics it can understand
that age, marital status, monthly income, family
type, academic qualification and occupation of
rural middle-class household are positively
associated with their saving habits but only one
demographic characteristic that is gender does
not affects the saving habits of rural middle-class
households of Udaipur district of Rajasthan.
Table 5: Status of hypotheses assessing the impact of demographic characteristics on the saving habit of the rural middleclass households
Hypotheses
H : Age significantly affect the saving habits of rural middle-class O1a
households of southern Rajasthan districts.
H : Gender does not affect the saving habits of rural middle-class O2
households of southern Rajasthan districts.
H : Marital status significantly affects the saving habits of rural middle-class O3a
households of southern Rajasthan districts.
H : Monthly income significantly affects the saving habits of rural middle-O4a
class households of southern Rajasthan districts.
H : Family type significantly affects the saving habits of rural middle-class O5a
households of southern Rajasthan districts.
H : Academic qualification significantly affects the saving habits of rural O6a
middle-class households of southern Rajasthan districts.
H : Occupation significantly affects the saving habits of rural middle-class O7a
households of southern Rajasthan districts.
H : Family size significantly affects the saving habits of rural middle-class o8a
households of southern Rajasthan districts.
S. No.
1.
2.
3.
4.
5.
6.
7.
8.
Status
Accepted
Accepted
Accepted
Accepted
Accepted
Accepted
Accepted
Accepted
Source: Table 4
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
15
Conclusions
In Rajasthan, in spite of good or average per
capita income compared to other states, the rate
of saving is not that much high, which is
reflected in the total deposits mobiles by the
commercial banks, co-operative banks and
regional rural banks. This is because of the less
industrialization, less developed agriculture
sector and geographical disparities as well. In
terms of per capita income, Rajasthan stands
below the all India average and the sampled
districts stand below the all other districts of
Rajasthan. Cronbach’s alpha value for the 385
rural middle-class respondents of the study was
found .842 and confirms approx 84.2% reliability
of the collected data. Cronbach’s alpha value on
standardized item was .858 and confirms the
85.5% reliability or quality of the data. Total
number of items include in the study were 112.
Following were the findings of the study
performed to assess the relationship between
the demographic variable and saving behaviour
of rural middle-class households:
1. In order to estimate that which personal
characteristics significantly affect the
individuals’ saving habits or behavior one
way ANOVA test was performed over the
data set.
2. Age as a demographic variable significantly
affects the saving habits of rural middle-
class. (F = 18.908, Sig. = .000)
3. Gender as a demographic variable does not
affects the saving habits of rural middle-
class. (F = 0.517, Sig. = .473)
4. Family type as a demographic variable
significantly affects the saving habits of rural
middle-class. (F = 12.417, Sig. = .000)
5. Academic qualification as a demographic
variable significantly affects the saving habits
of rural middle-class. (F = 3.342, Sig. = .010)
6. Marital status as a demographic variable
significantly affects the saving habits of rural
middle-class. (F = 4.734, Sig. = .003)
7. Occupation as a demographic variable
significantly affects the saving habits of rural
middle-class. (F = 6.278, Sig. = .000)
8. Monthly income as a demographic variable
significantly affects the saving habits of rural
middle-class. (F = 5.963, Sig. = .001)
9. Family size as a demographic variable
significantly affects the saving habits of rural
middle-class. (F = 7.061, Sig. = .000)
References
Amudha J. (2015). ‘Savings and Investment
Behaviour of Rural Household in Salem’,
International Journal of Multidisciplinary
Research and Development. 2015 : 2.
Delafrooz Narges and Hj Paim Laily (2011).
“Determinants of Saving Behavior and
Financial Problem among Employees in
Malaysia”, Australian Journal of Basic and
Applied Sciences, 5(7), University Putra
Malaysia, Malaysia.
Issahaku Haruna (2011). “Determinants of
Saving and Investment in Deprived District
Capitals in Ghana -A Case Study of Nadowli
in the Upper West Region of Ghana”,
Wilolud Journals, Continental J. Social
Sciences 4 (1): 1 - 12, 2011.
Kothari CR (2000). Research methodology: -
Methods and techniques, Vikas publishing
house.
Nathridee Suppakitjarak and Piyarat Krishna-
mra (2015). “Household Saving Behaviour
and Determinants of the Forms of Saving
and Investment in Thailand”, Journal of
Economics, Business and Management, Vol.
3, No. 3, March 2015.
Turner Kea and Manturuk Kim (2012).
“Individual, Institutional, and Structural
Determinants of Household Savings
Decisions”, Utrecht University, Working
Paper: April 2012.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
16
Dr. Ashwini Kumar Gaud
Professor, Faculty of Education, Pacific University, Udaipur
Pankaj Mishra
Research Scholar, Faculty of Education, Pacific University, Udaipur
Ashish Adholiya
Asst. Professor, Faculty of Management, Pacific University, Udaipur
Abstract
The comparison of the teaching aptitude and effectiveness in the primary
level teachers of Udaipur and Pratapgarh district of Rajasthan helped to
know that is there any difference in the teaching aptitude and effectiveness
of the primary level teachers and if the difference exists then is the difference
is significant. Measuring the significance of difference may be helpful in
long terms where the administrators of the private institutions and policy
makers in the state level education system gone through with the
parameters of education system which are crucial in making such
differences. Total 400 different teachers of primary level schools of Udaipur
and Pratapgarh participated in the research, out of which 200 teachers were
serving in Government schools and 200 were in Private schools. The study
concluded that significant difference was observed in the teacher’s teaching
skills and knowledge, motivation skills and techniques followed,
professional competitiveness, contribution in academic activities,
professional behaviour and knowledge, class room management related
knowledge, social role and responsibility played by a teacher, moral and
ethical values of the sampled primary level teachers of the private the
government schools of Udaipur and Pratapgarh district of Rajasthan.
Keywords: Teaching Effectiveness, Motivation, Academic, Ethical
Values, Teaching Aptitude
Moral,
A Comparative Study of Teaching
Aptitude and Effectiveness in the
Primary Level Teachers of Government
and Private Schools of Udaipur
and Pratapgarh District of Rajasthan
Introduction
The role of a teacher in making the education system successful is
inevitable, means a teacher plays very crucial role in the successful
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
17
implementation of the education policy and
framework. A primary level teacher nourishes a
student by implanting moral, ethical values with
in him including the development of
understanding the importance of education,
which make a student responsible and good
citizen of the nation. So a primary level teacher
must have high quality of teaching aptitude and
effectiveness as it overall affect their teaching
capabilities. Quality and effectiveness of
education at every level of the education
hierarchy depends on the teachers of that level
so that a teacher should put continuous effort on
improving his teaching skill and aptitude so that
he himself can create the interest of students in
learning and can positively motivate them in
making the teaching and learning combination
successful.
Importance of teaching aptitude and
effectiveness cannot be denied in the scope of
student and school development. This study is
focused on examining the teaching effectiveness
and aptitude in the primary level teachers of
selected schools of Udaipur and Pratapgarh
district of Rajasthan, as in order to transform a
student into a good citizen role of teacher is very
crucial so this study is very important in several
terms. In order to improve the overall quality of
primary level education Socio-Psychological
status of primary level teachers must be
nourished in systematic form.
The teaching aptitude and effectiveness was
measured in the study with the help of
questionnaire. The questionnaire was
developed by following the teaching inventory
standard of Dr. S. P. Ahluwaliya. In the
questionnaire all the teaching aptitude and
effectiveness related parameters were
measured and studied under Likert Five Point
scale. The parameters included in the study
primarily focuses on fulfilment of research
objectives and development of interrelated
framework of the research.
Out of 400 sampled or selected teachers 200
primary level teachers were from the Udaipur
and remaining 200 were from the Pratapgarh
district of Rajasthan. Out of 200 teachers 100
teachers were of self financed institutions and
remaining 100 teachers were of government
schools. And out of 100 teachers 50 teachers
were male and 50 were female. Thus it could
conclude that in sample selection the foremost
considerable parameter was gender, after it
second most considerable issue was type of the
primary level institution (Government or
Private) and after that district wise distribution
of the teachers was considered as a parameter of
sample selection.
The questionnaire helped to collect the sampled
teachers’ opinion or feedback for several
parameters like teaching related knowledge,
role of a teacher as a motivator, perfection in the
teaching profession, contribution in academics,
professional aptitude or knowledge, class room
management skills, personal characteristics as
teacher, social role a teacher, behavioural
aspects of teachers and many more. This study
will help to know that in which type of
institutions’ (Government or Private) teachers
are comparatively more skilled and effective in
overall teaching.
Review of Literature
Teaching effectiveness encapsulate all those
attributes of a teacher which helps them to
deliver effective teaching. Teaching effective-
ness is an important area for research in which
researchers put their effort to examine the
relationship between the attributes of effective
teacher, and how the effective teaching affects
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
18
their overall class performance and result as well
is also assessed.
Kagthalaa (2002) studied the teaching
effectiveness of middle level schools’ teachers of
Gujarat on the basis of their schools, gender,
educational qualifications, teaching experience,
personality and caste. The study concluded that:
1. Average effectiveness in teaching was
observed in the teachers of middle level
schools of Gujarat.
2. Gender (male or female) of a teacher does not
affect the teaching effectiveness.
3. Qualification level, teaching experience,
creativeness of a teacher significantly affects
his teaching effectiveness.
4. Teaching effectiveness of the teachers of
boys’ school was found comparatively
higher than the teachers of girls’ school and
the co-educational schools.
5. Caste of a teacher does not affect his teaching
effectiveness.
George K. S. (2004) tried to examine the factor
variables which affect the teaching effectiveness
of the primary level school teachers of Kerala.
He studied four major dimensions (Demogra-
phic dimension, Psychological Dimension,
Social Dimension and Institutional dimension)
of teaching effectiveness. The study concluded
that all the four dimensions significantly affect
the teaching effectiveness of a teacher of primary
level school. Out of the four dimensions
psychological and institutional dimension are
comparatively more effective and influential for
the teachers.
Wali (2005) stated that teaching effectiveness
measure of teachers of a school resembles the
status of school effectiveness too. Ding (2006)
found in his study that there is direct and
equation-ally significant relationship between
teacher preparation, teacher quality and student
achievement. Wang (2007) examined the
processes and procedures to improve the overall
teaching effectiveness and what efforts must be
applied in order to improve overall teaching
effectiveness.
Skulte et al. (2008) studied the effective teaching
characteristics of higher secondary school
teachers with reference to their gender, caste and
the status of students. From the qualitative
analysis the study observed and concluded with
24 subjects of teaching effectiveness.
Shweta Tyagi (2013) examined the impact and
relationships in between the demographic
characteristics like gender, social status, caste,
and marital status, knowledge of teaching
subjects, age, qualification and teaching
experience on middle class school teachers’
teaching effectiveness. The study concluded that
all the possible demographic characteristics ()
are significantly associated with the teacher’s
effectiveness.
Dr. Satish Kumar Kalhotra (2014) examined the
teaching effectiveness in the effective and
ineffective teachers. His study was a
comparative analysis in between the effective
and ineffective teachers’ teaching profession
skills and impact of their teaching experience,
age, gender over their effectiveness of teaching.
He concluded that effectiveness in teaching does
not affect effective and ineffective teacher’s
overall opinion about the teaching profession.
Aptitude is a personal and individual
characteristic which is commonly found in
everyone but the extent or the level of its
existence may be different. This personal
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
19
attribute of the individual motivate them to
react over a situation, tangible elements,
situations and proposals by which they
conclude that whether it is favourable to them or
not. Gopalkrishnan (2006) studied the
relationship between the teacher students’ inner
effectiveness and teaching aptitude. He
concluded that there is significant relationship
in between the teacher students’ inner
effectiveness and teaching aptitude. By
following effective and appropriate teaching
strategies teaching students can improve their
overall teaching capacity and effectiveness
which can help to nourish their inner capacity of
effective teaching.
Rangnaathan (2008) concluded from his study
that there is significant relationship in between
self respect and teaching aptitude of a teacher.
The study also concluded that there is no
significant difference in the score of male and
female teachers for self respect and teaching
aptitude. Sajan (2010) studied the teaching
aptitude and academic status of teacher
students. He concluded that professional
attitude for the teaching profession is a
significant dimension and professional benefit
or interest is the least bothered dimension which
may affect the teaching effectiveness of
individual.
Dr. Mahesh Kumaar Mucchhal (2016)
conducted a study over teaching aptitude and
qualifications of the senior secondary school
teachers. He concluded that there is no
significant difference in the qualification and
aptitude level of science teachers of private and
government school and even no difference was
observed on the basis of gender as well.
Research Methodology and Framework
Descriptive and exploratory research methods
were adopted in the research here the
descriptive research method is detailed in
nature and the exploratory research method is
single cross sectional in nature. The primary
data is collected with the help of questionnaire.
The questionnaire helped to examine and
measure the teacher effectiveness and aptitude.
The questionnaire is developed and stand-
ardized by following the guidelines of Dr. S. P.
Ahluwalia teacher inventory. All the statements
of measurement of teacher effectiveness and
aptitude were framed under the Likert five point
scale where teacher respondents were asked to
rate their opinion for the statements according to
their rate of agreement for the statement. The
research methods used in the study is
fundamentally focused on examining the
interrelated variables and subjects of the teacher
aptitude and effectiveness and deliberates the
development of teaching aptitude and
effectiveness dimensions in the teachers for the
overall improvement of the education system.
Main variables of the study which were under
examination for fulfilling the established
objectives are as follows:-
1. Independent Variable-
a. Teachers of primary level private and
government schools
2. Dependent Variables-
a. Teaching aptitude of Teachers
b. Teaching effectiveness of Teachers
Research data was collected from several
sources to satisfy the objectives of the research,
following data rules were followed while
collecting the data:
1. Newspapers, Journals and magazines
related to the innovation and development
in Education, Teaching and Teaching
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
20
methods.
2. Log presenting the development of
education system in India and the structure
of modern education system of India.
3. Questionnaire statements related to the
teaching aptitude and effectiveness of the
teachers.
A standard sample of 400 primary level teachers
was chosen for the purpose of study. In 400
teachers 200 teachers were of primary level
schools of Udaipur district and 200 were from
the primary level schools of Pratapgarh district.
Out of every 200 sampled teachers, 100 teachers
were of self financed primary level schools and
remaining 100 were of primary level
government schools. It was also under
consideration while sampling the teachers that
out of every 100 teachers, 50 teachers must be
male and remaining 50 teachers must be female.
Hypothesis presented below was formulated to
examine the significance of difference in the
feedback and opinion of primary level teachers
of government and private schools of Udaipur
and Pratapgarh.
H : There is no difference in the teaching 0
aptitude and effectiveness of primary level
teachers of government and private institutions.
H : There is significant difference in the teaching a
aptitude and effectiveness of primary level
teachers of government and private institutions.
To identify the significance of difference in the
teaching aptitude and effectiveness of primary
level teachers of government and private
institutions of Udaipur and Pratapgarh districts
of Rajasthan One Way Anova Test was applied.
One Way Anova Test presents the sum of
square, df, Mean Square, F and Sig. value which
helps to identify the significance of difference
between the group and within the group. Sig
value of the table helps to identify that
hypothesis must be accepted or rejected by
presenting the comparison in between the mean
score values.
Table 1: Reliability Statistics of Sample
Teachers Responses
Reliability Statistics
Cronbach's Cronbach's Alpha N ofAlpha Based on Items
Standardized Items
.872 .886 75
Source: Primary Data
Data Analysis and Interpretation
Table 1 presented the reliability statistics of
sampled teachers’ responses for the statement
administered in the questionnaire enquiring
their opinion for the teaching aptitude and
effectiveness. As questionnaire was adminis-
tering 75 different statements related to teaching
effectiveness and aptitude and total number of
teachers participated in the research were 400, so
the derived result of reliability which is .872 is
very good as it represent the internal consistency
and positive correlation in the responses.
Cronbach's Alpha Based on Standardized Items
value is .886; it is also very good and shows
quality of questionnaire as well. Total number of
participated variables were 75.
Table 2: Descriptive Statistics of Sample
Teachers Responses
Scale Statistics
Mean Variance Std. Deviation N of Items
234.2319 756.062 27.49659 75
Source: Primary Data
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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Table 2 presented the descriptive statistics of
sampled teachers’ responses for the teaching
aptitude and effectiveness. Mean value is
234.2319 and the variance is 756.062 and the
standard deviation is 27.49659. So it could
conclude that the value of the data shows good
variability (234.23±27.49) among the variables
and also shows that the responses are not stuck
to a specific kind of answers which also confirms
the quality of the data set.
Table 3: and AptitudeReliability Test of Dimensions of Teaching Effectiveness
Table 3 presented the reliability statistics of the
dimensions of teaching effectiveness and
aptitude presented in the questionnaire. Table
discloses that for all the six dimensions
Cronbach’s Alpha value was good, which
represent the good and positive correlation in
the teachers’ responses for the related
statements.
Teaching activities related dimension
encapsulates four statements and their
reliability value is 0.738. Professionalism in
teaching dimension encapsulates 24 statements
and their composite reliability value is 0.857.
Social behaviour of teacher dimension
encapsulates 11 statements and their composite
reliability value is 0.877. Teacher’s role as a
motivator related dimension encapsulates 8
different dimensions and their composite
reliability value is 0.856. Discipline followed in
teaching related dimension encapsulates 10
Source: Primary Data
different dimensions and their composite
reliability value is 0.798. Personal characteristics
related dimension encapsulates 12 different
dimensions and their composite reliability value
is 0.747. Overall for all the dimensions reliability
score is more than 70.0% which is a good mark of
internal consistency and data quality and
confirms that data may be used for further
processing.
Thus it could conclude that for all the statements
administered under the six different dimensions
of teaching effectiveness and aptitude, sampled
teachers responses quality and correlation index
is quite high which shows the quality of overall
data and confirms the research output quality as
well.
Teaching effectiveness and Aptitude Dimensions Reliability Statistics
Cronbach's Alpha N of Items
Teaching Activities Dimension .783 4
Professional Teaching Dimension .857 24
Social Dimension of Teacher .877 11
Teacher role as motivator .856 8
Teaching discipline dimension .798 10
Personal characteristics of Teacher .747 12
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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Table 4: One Way Analysis for comparative examination of Teaching Aptitude and Effectiveness in the Primary Level Teachers of Government and Private Schools
ANOVA
Sum of
Squares df
Mean
Square F Sig.
Factors related to the teachers’
teaching knowledge
Between Groups 12.859 1 3.215 2.541 .040
Within Groups 430.115 398 1.265
Total 442.974 399
Teacher in the form of motivator]
Professionalism in teaching
profession] Contribution in academic
activities, Professionalism,
Knowledge of classroom
management
Between Groups 13.800 1 3.450 2.487 .043
Within Groups 471.632 398 1.387
Total 485.432 399
Social role and responsibility of a
Teacher
Between Groups 8.382 1 2.096 2.324 .048
Within Groups 306.528 398 .902
Total 314.910 399
Emotional behaviour of a Teacher
Between Groups 14.752 1 3.688 2.600 .036
Within Groups 482.309 398 1.419
Total 497.061 399
Moral Values of a teacher
Between Groups 17.181 1 4.295 3.982 .004
Within Groups 366.750 398 1.079
Total 383.930 399
Personal Characteristics of a Teacher
Between Groups 8.983 1 2.246 1.949 .102
Within Groups 391.713 398 1.152
Total 400.696 399
Source: Primary Data
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
From the One Way ANOVA statistics of Table 4
it could interpret that for which factors or
statements related to the teaching effectiveness
and aptitude teachers opinion shows significant
difference.
1. For “Factors related to the teachers’ teaching
knowledge” mean score values (3.215 and
1.265) showed good and significant
difference. F value is 2.541 and sig value is
0.040 both confirmed that teaching skills and
23
knowledge in primary level teachers’ of
government and private school is different.
So need of improvement is required in order
to eliminate the difference in teaching skill
and knowledge in both type of institutions.
2. For “Teacher in the form of motivator]
Professionalism in teaching profession]
Contribution in academic activities,
Professionalism, Knowledge of classroom
management” mean score values (3.450 and
1.387) showed good and significant
difference. F value is 2.487 and sig value is
0.043 both confirmed that for the role of a
teacher in the form of motivator]
Professionalism in teaching profession]
Contribution in academic activities,
Professionalism, Knowledge of classroom
management in primary level teachers’ of
government and private school is found
significantly different. So need of
improvement is required in order to
eliminate the difference in both types of
institutions.
3. For “Social role and responsibility of a
Teacher” mean score values (2.096 and
0.902) showed good and significant
difference. F value is 2.324 and sig value is
0.048 both confirmed that for the Social role
and responsibility in primary level teachers’
of government and private school is found
significantly different. So need of
improvement is required in order to
eliminate the difference in Social role and
responsibility of a Teacher in the both types
of institutions.
4. For “Emotional behaviour of a Teacher”
mean score values (3.688 and 1.419) showed
good and significant difference. F value is
2.600 and sig value is 0.036 both confirmed
that Emotional behaviour in primary level
teachers’ of government and private school
is found significantly different. So need of
improvement is required in order to
eliminate the difference in Emotional
behaviour of Teachers of both the types of
institutions.
5. For “Moral Values of a teacher” mean score
values (4.295 and 1.079) showed good and
significant difference. F value is 3.982 and sig
value is 0.004 both confirmed that Moral
Values in primary level teachers’ of
government and private school is found
significantly different. So need of
improvement is required in order to
eliminate the difference in Moral Values of a
teacher of both the types of institutions.
6. For “Personal Characteristics of a Teacher”
mean score values (2.246 and 1.152) showed
insignificant difference. F value is 1.949 and
sig value is 0.102 both confirmed that
personal characteristics of primary level
teachers’ of government and private school
is quite same no significant difference in the
personal characteristics is observed.
Conclusions and Remarks
Cronbach alpha value of the 400 teachers’
feedbacks for the 75 different statements
administered in the questionnaire representing
the teaching effectiveness and aptitude is 0.872
which showed 87.2% internal consistency and
correlation among the values and also
confirmed the quality of data as well. Out of 400
sampled teacher 50% teachers were male (200)
and remaining 200 were female thus the results
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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Table 5: Status of hypothesis established for comparative examination of Teaching Aptitude and Effectiveness in the Primary Level Teachers of Government and Private Schools
S. No. Hypotheses Accepted / Rejected Factors
1.
Ha: There is significant difference in
the teaching aptitude and effective-
ness of primary level teachers of
government and private institutions.
Factors related to the teachers’ teaching
knowledge, Teacher in the form of
motivator, Professionalism in teaching
profession, Contribution in academic
activities, Professionalism, Knowledge of
classroom management, Social role and
responsibility of a Teacher, Emotional
behavior of a Teacher, Moral Values of a
teacher
2.
H0: There is no difference in the
teaching aptitude and effectiveness
of primary level teachers of
government and private institutions.
Personal Characteristics of Teacher
Source: Primary Data
were not dominated by any specific gender.
Following are the main observations of the
study:
1. Effective and significant difference was
found for “Factors related to the teachers’
teaching knowledge”, “Teacher in the form
of motivator] Professionalism in teaching
profession] Contribution in academic
activities, Professionalism, Knowledge of
classroom management”, “Social role and
responsibility of a Teacher”, “Emotional
behaviour of a Teacher” and “Moral Values
of a teacher” in the primary level teachers of
government and private schools.
2. Ineffective and Insignificant difference was
found for “Personal Characteristics of
Teacher” in the primary level teachers of
government and private schools.
References
Dr. Mahesh Kumaar Mucchhal (2016). “A study
of Teaching effectiveness and Aptitude of
Science Teachers of Senior Secondary
Schools”. The International Journal of
Indian Psychology, ISSN 2348-5396. Volume
3, Issue 2, No-3.
Dr. Satish Kumar Kalhotra (2014). “Study of
Teacher Effectiveness in Relations to
Attitude towards Teaching Profession”.
International Journal of Education and
Psychological Research (IJEPR) Volume 3,
Issue 4, December 2014.
Kagathala, A.B. (2002). A study of effectiveness of
teachers of secondary schools in Gujarat.
Journal of Education and Psychology. Vol. LIX,
No.4 and Volume LX No. 1, Jan-June 26-33.
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Mehta, R.B. (2010). A Study of Teaching
Competency, Professional Commitment
and Emotional Maturity of the Student
Teachers of the Secondary Teacher-
Education Colleges of Saurashtra Region.
Ph.D.(Edu.), Saurastra University.
Ranganathan, V. (2008). Self esteem and Teaching
aptitude of DTEd students. Journal of
Psychological Researches. An International
Journal. Vol. No.52, No.1, p.47-49.
Sajan, K.S. (2010). Teaching Aptitude of Student
Teachers and Their Academic Achieve-
ments at Graduate Level. Ph.D. Edu. Uni. Of
Calicut. ERIC - Ed50897
Shweta Tyagi (2013). “A Study of teaching
effectiveness of secondary school teachers in
relation to their demographic character-
istics”, International Journal of Engineering
and Innovative Technology (IJEIT), Volume
3, Issue 1, July 2013.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
26
Gaurav Dhakar
PhD Scholar, Pacific University, Udaipur
Shatakshi Tripathi
Assistant Marketing Manager,
Kosmoderma Skin and Hair Clinics, Bangalore
Dr. N. S. Rathore
DDG (Education), ICAR, New Delhi
Abstract
This research paper talks about the relevance of the 4Ps of marketing in
the present context especially since they were first coined in 1960 by E.
Jerome McCarthy when the market was sin the phase of gradual
development against the fast growing market now in 2017 which has seen
its share of crests & troughs and also depressions.
In such a scenario, still sticking to the Product-Price-Place-Promotion rant
before devising a marketing plan is a question that this research paper
answers. Whether there can be another set of 4Ps or an extension of the
initial is a discussion which comes in the later section of the paper.
Keywords: Digital Selling, Digital Marketing, Marketing Mix, 4P,
Targeting Millennials
Redefining Marketing Mix
for Digital Marketing
Introduction
The research paper first discusses the origin and relevance of the
traditional 4Ps of marketing. The relevance is measured against the
current marketing campaigns undertaken by various brands in FMCG
which forms the face of the B2C market for which the 4Ps were initially
coined. Developing from the same, the research paper further proposes
the new 4Ps of marketing which suit the current digital and offline
marketing scenario more.
Also, considering the fact that Product-Price-Place-Promotion is a criteria
broad enough to be refuted, the research paper tries to be more specific in
the new proposition which hence become- Palette (Product Portfolio),
Proposition (Positioning/ creativity), Proximity (In Sight in Mind/Shift
to digital media) and Personality (Public Relations).
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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Conceptual Framework
It has been a common observation that
numerous campaigns are rolled out into the
market at a pace which is highly frequent. And
when we talk of campaigns we do not mean the
major above the line campaigns or to be more
specific the campaigns which are usually on TV
on the prime time to get the best of the audience;
even the random creative which roll out daily on
the Facebook pages or the messages that we get
in our inbox, the mails that usually land up in
our spam folders, the pamphlets that get
distributes- all these are marketing campaigns in
one form or the other.
A lot of money gets into executing these
campaigns. An estimate report by First post
marked the number to be around 15% of the
annual budget being dedicated to marketing
campaigns. (FP Staff, 2015). This figure was later
increased to an estimate of about 30% of the
annual budget by 2017 i.e. the current year.
(Leone, 2016)
With budgets this huge and ascertaining the
campaign effectiveness an equally difficult and
ambiguous task, the research paper aims to
provide a model by the means of the new 4Ps
which would grant a closer look at what works
in the market and hence should be used as a
wireframe.
service, an aspiration, an idea or any
motivation which has been put up to be
given in exchange of some tangible or
intangible benefits to the proposer.
b. Price: Price is the cost at which the product
can be acquired. It again need not be tangible
cash. It can be a good also as is usually the
mode of exchange in the barter system.
Usually decided by the proposer, a price can
also be open to negotiation.
c. Place: A place defines the location at which
the product is sold. It is basically the touch
point for the sale. It can be a shop, a stall or
even an online platform.
d. Promotion: The last of the 4Ps but by no
means any less important. Once the product
has been made, the price and place of sale
decided, the question is about getting the
product to the customer’s vision. Promotion
is the key to enter into the customer’s mind.
The right type of promotion is then
subjective to the type of customer.
Now, we shall take a few illustrations to
understand the impact of the 4Ps on a product’s
marketing. For better understanding, we shall
take the example of one fast moving consumer
good, ‘Nirma’ washing powder and another of
niche segment of ‘Nirav Modi’ brand of
jewellery which is exclusively a high end
product.
Nirma detergent, the washing powder with
humble beginnings which first came into the
market in 1969 with a simple motive of its
founder- to earn extra income. Karsanbhai Patel
did not really have any idea of the marketing
knowledge. All he knew was that there was a
low income segment which was still struggling
with washing soaps and aspired to use
detergent powders for its utility. The product
Materials and Methods
To start with, we would first introduce the
traditional 4Ps (Kotler, Koshi, Keller, & Jha,
2017) of marketing and then we will discuss the
relevance of the same.
a. Product: Product is any offering at sale. It
need not be a tangible object, it can be
intangible object which is then called
service. A product can be a tangible object, a
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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here is the detergent, the price is something we
will discuss later because it was the
differentiating factor, the place was the typical
market, without the presence of the product at
the shops, the product was actually sold door to
door and promotion- word to mouth and door to
door selling.
We are talking about price in specific because it
was what made the product sell. In a time when
Hindustan Liver Limited’s (now Hindustan
Uniliver) ‘Surf’ was priced at Rs. 15 per kg,
Nirma came as a surprise packet of Rs. 3.5 per
kg. There was definitely a psychological barrier
towards using a new detergent powder in the
market which was priced so low and this is
where promotion worker.
Karsanbhai sold the products door to door,
giving demonstrations and thus proving the
point. Rs 3.5 per kg was a proposition attractive
enough what bolstered it further was the door to
door marketing.
The result was that Nirma which was initially
ignored by HLL as a product which will at max
get famous is the local market became a major
competitor taking almost all of the lower income
group market and soon about 15% of the higher
income group too. (ICAR, 2014)
Now imagine doing this in a market like today.
First, there are so many pricing segments
already that finding a suitable one would be
difficult. Second, the door to door promotion
strategy which worked then will not work now
because hardly anyone would open the door to a
salesman. Also, with internet, television adverts,
mobile ads at quick perusal, the insight in mind
experience would already be enough for other
brands as against ensuring the recall of a
product sold at door.
Second example that we take is of a jewellery
brand called Nirav Modi. Nirav Modi started
with specially curate diamond jewellery designs
for the elites. There were no outlets, no online
purchases, just word of mouth that worked for
him and the brand.
Nirav Modi was initially just one brand of fine
cut diamond jewellery which was getting
auctioned on Christie’s and Sotheby’s. No doubt
diamond attracted the high profile but there was
no brand image till then, just the product with
high price. But like they say, the connoisseurs
know the good from the bad and choosing the
right auction platform worked for Nirav Modi.
Soon the word spread. Also, to maintain
exclusivity, the sales were made only by
appointment. The product thus got promoted as
a privilege and made its standing in the up
market houses.
However, realizing that the privilege tag cannot
be maintained for long considering the
aspirations of the people, Nirav Modi took the
right step by opening store in Delhi, Mumbai,
Hong Kong, Bangalore and New York and
lowering the base price to Rs. 3 lacs which was
initially Rs. 12 lacs (Chaturvedi, 2016)
Thus we had the product- Fine cut diamond
jewellery; at a price- Rs. 12 lacs basic then, Rs. 3
lacs now; with the right promotion- auctions
and appointments then, store also now and
being sold at the right places (auction platforms)
for the high profile audience it catered to.
Now again, Nirav Modi had the benefit of online
auction platforms to spread the word. What if he
did not have them? How would he have reached
his target audience?
The 4Ps stood true but only at the basic level
here. In the plethora of options at offer, how
much is just knowing your 4P essential. The
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29
advent of internet has also disrupted the market
and as could be seen in the case of Nirav Modi
above, had it not been for the “internet” the
product would have lost out in all the likeliness.
Add to that the fact that despite being an
exclusivity, the brand had to open its stores just
so that it remains in the minds of the people.
Campaigns were shot for the same too.
The base price was lowered to cater to an “other
than its usual” audience too. The positioning
was more of a carefully curated position. In such
a case how relevant did the traditional 4Ps
remained. The further sections where we
propose the new 4Ps will give an insight into the
same.
of a person are not constant. Over time everyone
graduates in steps as per the Maslow’s
hierarchical structure. With an improvement of
decrement, the needs, wants and desires vary
accordingly.
For example, in the Nirma case that we had
discussed above in the introduction, had
Karsanbhai restricted himself to just Nirma
washing powder, the product would have been
long lost and forgotten; mainly because the
audience that he was catering to initially had
graduated to a medium income group and with
the increase in the wallet size, increased the
average expectations too. Thus to keep up with
the audience Nirma began with, a diverse
portfolio or product palette was required.
Now sometimes it so happens that the needs are
not known, they are very much in existence but
since none has capitalized on them or given a
serious thought, they remain latent and keep
lying in the oblivion. Some of these needs can
have huge market potential too. For example the
mobile app called Cam-scanner which scans just
like a usual scanner capitalized on the latent
need of easy access scanners as against the bulky
ones which one needed to connect to computers
to function. Though a freeware initially and to a
great extent now also, the amount of adverts that
are there on this platform have become a huge
revenue source for the firm. Thus, a latent need
was identified and it resulted in benefits and
revenue for both the consumer and the
manufacturer.
Another example that we will take will be of
Apple, the widely celebrated telephone brand.
Apple has its own ecosystem, it has its i-tunes, i-
message, safari (web browser); basically
everything that you can think of on a phone,
Apple has it manufactured in house. The same
Analysis- The Proposed 4Ps
1. Palette
Palette as a term defines the assortment of
product that is maintained by a firm in order to
cater to diverse segments of the market.
It can be defined as an alternative term for
product portfolio that is maintained by an
organisation. But what is the need for a product
portfolio? Well the answer is simple- the market
place is more about Jacks of all trades than the
masters of one!
But before we get into the nitty gritties of why a
firm should have a Product palette, let us have
an understanding of what a product is:
A product is any offering that can satisfy a need
or want, such as one of the 10 basic offerings of
goods, services, experiences, events, persons,
places, properties, organizations, information,
and ideas. (Kotler, Advanced Marketing
Management, 2012)
In other words a product is something that
satisfies the needs of a customer. Now the needs
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30
goes with Android, you have playstore on it,
Chrome (the best of the web browsers), and all
the apps that you can think of will be there. So
basically, if Apple has its own ecosystem,
Google maintains a platform such that every
single innovation (like Cam-scanner) comes to it
on its own. Now let us contrast it with what
Nokia did. The fact that both Google and Apple
capitalized on even the branching needs while
Nokia resulted in what we all know, the Giant of
the mobile market got sold to Microsoft.
Now imagine, had Nokia tied up with Google or
developed its own services timely, would it have
seen the same day?
To be honest, nothing can be said with certainty
but the probability of such a sad sell out would
have been far less.
Basically, the thing is that when a customer
attaches himself to a brand, he expects that it
should satisfy almost all the needs. The ideal
expectations are that he does not have to search
here and there and invest in separate brands for
separate needs, if it is household needs like
washing clothes, then all variety of clothes be
provided a washing solution under one brand, if
it is personal care then it be one brand and
nothing is better if all these solutions are
provided by an umbrella brand; a brand which
has all the customer trust so that buying these
daily needs becomes an easy task for him.
Another finicky thing about customers is that
they do not give their loyalty to a firm soon, the
moment they graduate from one strata to
another or find a better value proposition
somewhere else, they switch immediately. Now
with such dwindling loyalty, how to retain
clients especially when the cost of acquisition is
too high?
Well, many of the learned people will say that
pricing strategy should be re-examined or
maybe some innovation should be done. The sad
and often neglected part however is that any
kind of innovation comes at a price and any
alteration in the price either graduates you to a
level above or demotes you to one below.
Many managers are of the view that a cost
benefit analysis of the same would give us the
best possible solution; however this marketing
myopia is precisely the reason why wrong
decisions are taken.
Let us have a look on some examples of
strategies implied by some of the biggest name
in the FMCG sector:
• Ever wondered why P&G launched Tide as a
detergent specifically for white clothes while
it already had Ariel as a top brand in the
segment?
• Why did L’Oreal launch Garnier brand of
products targeting the comparatively lower
salary segments when it was doing well
enough?
• HUL is in literal sense a house of brands
where it has multiple brands for a single line
e.g. Lux, Liril, Hamam etc.
Now the question that arises is, why do these
brands which have enough money to put into
marketing or give away as discount diversifying
into multiple products within the same domain?
Will such an act not lead to cannibalization of
their own sales? Also, since all of these sub
brands under the main brand work as separate
entities or strategic business units, are they not
creating competition for themselves only?
The answer to all of the above without any
exception is to capture additional market and to
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31
churn additional revenues. But what is the need
to capture additional markets when a suitable
pricing strategy can get the additional revenue
for us.
Well, like it was mentioned before, the ideal does
not exist and there will always be some need or
want that will be left unsatisfied. It is to enter
into these new markets does a brand expands.
An expansion in the Palette will be easier
compared to the initial brand launch because it
will have an established name attached to it and
hence people will be able to relate to it better.
Also, new market will also be exploited for
opportunities and if the brand lives up to the
standards, it can own a considerable market
share in whichever target audience it chooses.
Palette extension definitely needs a huge capital
investment but sticking to a single product
ultimately leads to stagnation of market for the
company.
It is thus advisable that the firms should after
setting up their brand invest in the image/
Palette expansion.
available on them, laptops and personal
computers have been restricted to nothing more
than a larger screen needed for office work.
This readiness of the product availability is the
reason why the place in the 4Ps is getting
replaced by proximity. The question from
whether it is available or not has shifted to where
is it available and how fast can it be delivered.
How can a brand at the precise moment cater to
the needs or wants of the customers is something
that the companies have to ensure to stay at par
with the competitors. Needless to say that
Flipkart, Amazon and many such e-commerce
websites are thriving on this need that was once
latent-the need to get everything on a click.
Think of the supreme ecstasy many of us feel
when we find an online store which promises
home delivery as well. “Ekstop” filled this gap of
going to the market and buying basic home
requirements and the growth in its consumer
base has been no prizes for guessing, exemplary.
This was then followed by many other startups
like Zopnow, Big Basket etc not to mention the
retail stores such as Reliance and Big Bazaar also
chipping in for a home delivery system.
Let us discuss the case of food outlets like
McDonald’s (McDonald's Restaurants , 2012),
Dominos and Pizza Hut. All the three food
outlets have a very good presence in almost
every city which seemed to be a potential target
segment. Their food joints are always brimming
with customers enjoying inside and waiting
outside in queues but still they had to venture
online. The reason is simple, who would not
want to add more to its customer base. And plus,
when you do not want to get ready to go out and
do not want to cook either, ordering online is the
best option. And not only these big food giants,
various sites such as “food panda” and
2. Proximity
Proximity defines the closeness of the product
availability as against the prospective
customer’s location. As against the traditional
idea of place, which defined where the
prospective customer could be found, proximity
defines how easily accessible is the product to
the customer.
Now, we are living in a digital age where the
closest product availability is on our mobile
screens. Initially, e-commerce was about
logging into your system and ordering but m-
commerce is the buzz word now and with the
advent of smart phones and almost all services
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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“Swiggy” have also emerged which provide a
multitude of options to choose from on the same
page. What more could a person ask for? Upping
the game came “Freshmenu” and “Faasos”
which provided the not-so-regular cuisine
freshly delivered to our homes.
An average Internet user spends around 5 hours
a day on internet (A C Nielsen, 2015), a well
strategically placed content can thus increase the
visibility to the potential clients. This is precisely
the reason why Facebook started the “Facebook
ads” business. Many small and medium
enterprises have benefitted from it by reaching
out to the customers far and wide.
The thing is that the youth or you should say the
crowd which is actually the target for most
because of the money that they have is not
looking for economy as much as it is looking for
comfort. What is better than sitting in the
comfort of home and purchasing grocery online
and that too on discounted rates? The delivery
happens after about 3 hours and meanwhile you
can shop online for some clothes or daily needs
which would anyway be delivered within a day
or two.
The generation that is now lives in the present,
they want to splurge and saving is not the first
thing on their mind; for them standards matter
more than the bank accounts. For someone like
us who wants everything at fingertips and
reduce the movement to minimum, going to the
next door kirana shop isn’t as viable as ordering
online and hence while the place still remains
the same, proximity wins the game.
domain of promotion and price.
How that is an intersection will be explain in
detail further with the help of examples:
Price wars have been the meanest and yet
commonest of the occurring in the market
scenario. Be it the FMCG sector, the airlines or
even the service sector, people have fought over
prices and there are no surprises in it because
once a firm seems to have exhausted all its
innovative options, cutting down on the price or
giving discounts seems the best possible way
out.
However, altering your pricing strategy to start
a price war is a non-sustainable short term
strategy. The biggest examples to discuss for
such a situation would be of Spicejet and
Kingfisher, both of which ruined their standing-
thanks to the price wars. It is a different fact
though that Spicejet had a turnaround but
eventually it had to stop playing on the price
Reducing prices has been the traditional way of
market capturing and it seems so obvious to all
that even the initial marketing lectures have the
prospective managers vouching for a price
reduction. Southwest Airlines when faced such
a threat from Brainiff International and Trans
Texas Airways who reduced their flight ticket to
$13 did not really go for a price cut. It instead
offered a regular $26 flight laden with goodies
and a cheaper $13 one. Contrary to what we
might expect, 80% of the people went for $26
flight. This clearly states the fact that the people
who are ready to pay would prefer better
services rather than saving money. (Southwest
Airlines, 1995)
Thus it is clear that if a brand positions itself well
and earns the trust of its customers, prices
would never be an issue for it and its
3. Proposition
Proposition defines the value perception that is
defined for the customer, if we try and relate it
with the traditional 4Ps of marketing then
proposition will be defined as the inter-sectional
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
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profitability will never be affected in the long
run. If we consider the luxury clothing brands
like Louis Vuitton and Armani; they don’t have
to worry about the pricing of their products.
Customers are willing to pay premium prices for
their products without doing any cost benefit
analysis.
Levi’s launched brands like Dockers, Sykes and
Levi’s Signature in the Indian market to cater to
the different income groups but all of them
failed because Levi’s had already been
positioned as a premium brand and the price cut
brought the image of reduced quality for the
Indian masses who generally relate price and
quality proportionally. If we consider an
automobile brand like Audi then the image that
comes to our mind is that even the cheapest car
would not cost less than Rs. 30 lakhs. So, even if
they come up with a new model which can be
sold for around Rs. 20 lakhs they would not do it
to keep up with their image.
Moreover, since the generation is becoming
more brand centric and is willing to pay for the
brands, the main strategy for a firm should be to
decide on the segment which it needs to target
and then position itself in that segment followed
by zeroing on the right pricing instead of doing it
the other way around.
lost business into a profit making venture. The
casino chain came up with the idea of “luck
fairies” that would go to the customers who
were losing repeatedly and gift them holiday or
dinner packages. Thus, even though losing, a
person never felt that Harrah’s was doing what
every casino does- make money from you. On
the other hand, the image that came up was that
if you go to Harrah’s, you never really lose for
there will be something or the other for you
always. In a nutshell Harrah’s made a point to
know their customer just like a family and then
follow this strategy religiously. (Harrah's
Entertainment Inc, 2001)
Another example we take is of the laptop
manufacturing giant Dell which happens to be
one of the most recommended service provider
in its domain. It goes without saying that Dell is
usually the first choice for most and it is not
because Dell’s laptops never work awry, the fact
is that even if the laptop functioning goes
haywire, their executives who are usually the
touch points with the customer would be ready
at help. There are hardly any prime time adverts
for Dell but it is their well trained workforce
which advertises the work and service
standards that the brand stands for. There are
other players like SONY, HP, HCL etc. who have
technologies at par but what gives DELL an edge
is the after sales service that it provides. No
matter what technical issue you have, you can
always and at any point of time get your
warranty extended (terms and conditions
applied) or ask for direct technical help. A DELL
serviceman never takes more than 3-4 business
days to get your issue corrected and that too if
the issue has not been already corrected online.
Except for the manufacturing sector, CRM
installation growth has been meteoric in all the
other sectors. This is because in a B2C
environment, the end customer is the primary
4. Personality
Personality for a brand defines the image that it
portrays in front of its prospective customers. It
can be said to be an extension of the public
relations. As against the promotions which used
to be a single sided affair, personality defines the
overall interaction of the brand with its
customers.
We will start with the example of the Harrah’s
Casinos. Harrah’s is a classic case of how by
knowing your customers’ one can overturn a
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
34
customer as well. How will the market react to a
product depends on the level of trust the
customers show in the brand image. Any
negativity in the market may reflect poorly in
the sales. If we have a look at the Piggly Wiggly
stores’ (Multiple, 2000) history then we would
be able to understand even better that how
public relation management can work wonders
as well as spell disaster. The stores founded in
1916 by Clarence Saunders were the reason
behind the last great corner. Saunders showed
exemplary firm Personality handling and
mobilized the people of his native Memphis to
work for him. However, the disaster occurred
when even though the people were working for
him, he started spending on building a palace
for him.
The difference might not be very stark in the
FMCG sector when we look at the end consumer
but a very critical application of Personality
management lies in the supply chain itself. The
firms provide the retailers and/or distributors
with periodic discounts, free gifts or provide
packages to them so as to maintain good
relations with them. Not only this, the retailers
are also involved in demand analysis either
directly or indirectly which gives the latter a
sense of importance and provides a feel good
factor.
The thing is that even if the product falters,
which it would one day or the other, if the
interaction point maintains a level of comfort for
the customer, the mistakes can be ignored. Of
course this does not mean that product quality
has no value at all but the fact that a courteous
and positive relation can act as a cushion cannot
be undermined.
Thus, it will be safe to say that more than the
product it is the service and the level of
interaction that works for the brands.
Conclusion
We saw above that how the traditional 4Ps
though still very much relevant are in need for
refinement. Such a postulation is justified too
since the market has evolved a lot since the first
time these 4Ps were postulated.
Here is a look at how the newly proposed 4Ps
will help in taking the marketing decisions.
Palette: Will help a firm to define what all the
primary, secondary and tertiary target segments
that it needs to work on. Defining the
characteristics of the same, the firm can then
gradually develop a production process such
that the future innovations for preparing the
product palette can be incorporated at a lower
cost. Also, the promotion plan would be devised
such that it can gradually transition into
promotions for separate segments.
Proximity: Will help in determining the supply
chain requirements and the platforms on which
the product needs to be available. Also, basis the
customer profile created, a mobility map of the
same can be determined which will help in
choosing the closest relevant touch points.
Proposition: This will help in determining the
perceived value that the customer would find in
the product. Depending on the economics of the
firm, the pricing or promotion could thus be
modeled. Also, since it couples with product
palette, hence the revenue model could also be
generated for the entire portfolio in total. Thus
the investment made would be comparatively
more risk averse and hence overtime would
provide reasonable data for portfolio
refinement.
Personality: This is entirely about the
perception of the brand image to be created.
Combined with the fact that the firm will have a
palette of products, the brand personality would
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
35
be made flexible as against a rigid mould which
required lots of investment to break. Thus, it will
prove to be really cost efficient in the future
saving both on money as well as effort. Having
said that, we understand that a lot of literature
will not be found to support our proposition but
then practicality is what is running the business
and the authors have tried their best to include
as many relevant example as possible.
To develop suitable literature for the proposed
4Ps will be the area of further research for us.
References
A C Nielsen. (2015). Internet of the things.
Nielsen.
Chaturvedi, A. (2016, Feb 24). Jewellery
designer, Nirav Modi eyes expansion into
global high street . Retrieved from Economic
Times: http://economictimes. indiatimes.
com/industry/cons-products/fashion-/-
cosmetics-/-jewellery/jewellery-designer-
nirav-modi-eyes-expansion-into-global-
high-street/articleshow/51114591. cms
FP Staff. (2015, March 23). 90% Indian brands to
spend up to 15% of their annual marketing
budget on social media. Retrieved from
FirstPost: http://www.firstpost.com/
business/90-indian-brands-spend-15-
annual-marketing-budget-social-media-
2168495.html
Harrah's Entertainment Inc, 502-011 (Harvard
Business School October 2001).
ICAR. (2014). Success Story of Nirma. VBS.
Kotler,P.(2012). Advanced Marketing Manage-
ment. Pearsons.
Kotler, P., Koshi, A., Keller, K. L., & Jha, M.
(2017). Marketing Management: A South
Asian Perspective. Pearson.
Leone, C. (2016, October 20). How Much Should
You Budget For Marketing In 2017?
Retrieved from WebStrategies Inc:
https://www.webstrategiesinc.com/blog/
how-much-budget-for-online-marketing-
in-2014.
McDonald's Restaurants (September 21, 2012).
Multiple. (2000). The Book of Case Studies.
Random House.
Southwest Airlines (Harvard Business Review
Jan 1, 1995).
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
36
Dr. Leena Sharma
Asst. Professor, Department of Economics,
Pacific Academy of Higher Education and Research University, Udaipur
Abstract
Role of the farmers in India is not only measured as a contributor in the
Indian economy, but also consider as a nation builder. Every citizen of the
nation has respect for the soldiers and farmers, even in a song by Manoj
Kumar the nation is quoted as a nation of solider and farmers. If we look
over the Indian agriculture & allied sector contribution in the Indian
economy then around 14% of India's GDP and nearly half of Indian
workforces are associated with the agriculture related activities. India
ranks second worldwide in farm output. So, to ensure the socio-economic
security of the farmers in India, many states repealed their APMC acts
and framed laws farmers-friendly. Legislation like Forest Rights Act,
PESA Act & Land acquisition (Rehabilitation & Resettlement) Act are
forward looking steps to deal with incessant displacement of farmers and
tribes and preserve their rights over their lands. Including several policies
and acts for the farmers in India, GOI is consistently increasing the
procurement prices to ascertain the economic strength of farmers, so any
of socio-economic indicators in terms of percentage does not revealed the
reason behind the riots and it’s tough to understand the causes as well.
Keywords: GDP, GOI, Socio-Economic, Economy, Acts, Policies, Riots
Farmers’ Riots:
A Vulnerable Issue
Introduction
Bottom line of any riot is who is ultimately affected by it, only a common
man of the nation and the economy. After every riot policy makers and
economist start revealing the facts and causes behind riots. But this time
the things become tough to identify that whether it is a political drama or
the real socio-economic status explained about the farmers are behind the
riots. The unrest started from the Maharashtra and Madhya Pradesh and
scattering across the nation, therefore it is very necessary that the
economy policymakers and analysts should understand the fundamental
causes behind the riots in order to best indemnify the society, and
farmers, from economic doom.
Due to several factors presented by the experts in their socio-economic
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
37
explanation, that nobody wants to be farmer
anymore and the reasons revealed behind it is
that this profession is un-remunerative and ask
for relatively more physical jobs to do.
Increasing rate of literacy among the rural
segment of India is pushing the children of
farmers for the urban jobs with handsome
packages. But does the Indian economy is
generating that much jobs which can
accommodate the need of urban, semi-urban,
rural and migrants from farmer families, the
answer is no and it leads to the unemployment
which turns into the frustration, despondency
and ultimately result into riots. But this time the
agenda looks quite different behind the farmers’
riots and that is loan waiver. The allegation of
print and news media of these riots is on
government and in regular news they are
blaming the government for the farmers’ suicide
as well. This paper will show you some reasons
which may make you rationale to understand
the reasons for the farmers’ protest.
Source: NCRB, Data merely records the
suicides not the reasons
From the data revealed by NCRB and presented
in Table 1 if we cited the suicide as one of the
reasons of riots then the figure does not add
much information and not even confirms the
Table 1: Killing Fields Statistics: Suicides by Farmers
Year
No. of farmers
committed
suicide
+ / - %
change
2009 17,368 --
2010 15,964 -8.08%
2011 14,027 -12.13%
2012 13,754 -1.94%
2013 11,272 -18.04%
2014 12,360 +9.65%
2015 12,602 +1.92%
suicide may be reason behind riots. As of our
opinion suicide is a complex social and cultural
phenomenon and suicide is a result of one’s
incomprehens ib le and disappoint ing
occurrences for any family member, or friend, to
experience.
Table 2: Rising Prices, and Welfare, of Indian
Farmers (2014-15 to 2016-17)
Prices 2014-15 2015-16 2016-17 % Change2016-17
over 2015-16
Wheat
Procurement 145 153 163 6.5
Wholesale 124 130 144 10.8
CPI 123 124 137 10.5
Pulses
Procurement 100 110 123 11.8
Wholesale 125 171 190 11.1
CPI 118 161 163 1.2
Gram
Procurement 318 350 400 14.3
Wholesale 105 149 229 53.7
CPI 79 113 181 60.2
Fruits
Wholesale 133 132 140 6.1
CPI 127 128 135 5.5
Vegetables
Wholesale 163 148 132 -10.8
CPI 143 144 135 -6.3
FPV
Wholesale 146 145 144 -0.7
CPI 134 142 141 -1.4
Notes: All the calculations based on crop using months
July-April
1. Procurement Price are in Rs/10 Kg
2. Wholesale price based on new series, 2011/12=100
3. Consumer prices based on 2012=100
4. Gram is most important among pulses with a weight
of 41.3% in wholesale price of pulses
5. FPV shows the weighted values for fruits, pulses
and vegetables
Source: http://indianexpress.com
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
38
The collapsing of the prices is claimed as one
more reason behind riots. Due to highest
production the prices of commodities goes
down for an instance approximately two years
back the price of pulses was near about Rs. 200 /
Kg but now the prices goes down to Rs. 70/Kg.
And this happened because of country’s
agricultural production shot up 4.9% which was
the highest in 5 years. Due to the excess
production the prices goes down and now the
demand is raised to purchase their crops on a
higher minimum support price, even after the
Government stocks including emergency stock
both are full. After reading a lot about collapsing
food prices and the lowering of farmer incomes
as identifiable causes of riots (and suicides), the
table 2 presented above showed the prices of six
food items (Wheat, Pulses, Gram, Vegetables,
Fruits and FPV).
After reviewing the table it could easily
understood that consistency the minimum
support prices is been raised by GOI which we
can say the wholesale prices have risen by about
5 to 10 per cent over the last year; and on the
other hand if we think about the consumer
prices of some of the particular and unstable
food objects like fruits, vegetables and pulses
were stayed constant over the last three years.
While reviewing the pulses it can observe that
for pulses definitely that the prices of pulses
have gone down than their minimum support
prices. But such things happened on the selected
items only, but the government procurement
prices for the pulses is been raised by an average
of 11% in the last consecutive years; and for the
same the wholesale price of pulses observed a
immense rise of 52 per cent. This confirms that
the income of the farmers is definitely raised and
that is near about 10%.
Table 3: Subsidies to Farmers under
various Government Schemes
Scheme Subsidy
Subsidies under various Schemes
Rashtriya Krishi 100%
Vikas Yojana
Rashtriya Krishi Improvement in
Vikas Yojana machineries
Rashtriya Krishi 25% - 33.33%
Vikas Yojana
Rashtriya Krishi 50% of the cost, 100% for
Vikas Yojana the community asset
Subsidies under various markets
National
Horticulture
Mission
Rural primary market:
40% (General), 55% (Hilly
& t r iba l ) , Terminal
market complex: 25% to
40%, Wholesale markets:
25% (General), 33.33%
(Hilly and tribal), PHM
Component: 35% to 55%
Source: http://www.pradhanmantriyojana.co.in
All the above listed subsidies are available for
the agriculture sector in India. Apart of all such
subsidies some highlights about the
government initiative for agriculture are as
follows:
1. Short-term crop loans up to Rs. 3 lakh at
subsidised rate of 4 per cent. Interest
financial support of yearly 5 % per annum to
all farmer-son short term loans up to Rs. 3
lakh borrowed by them during the year
2016-17.
2. Pradhan Mantri Fasal Bima Yojana (PMFBY)
budget was doubled from Rs. 2, 589 crore to
Rs. 5, 500 crore for 2016-17.
3. 89 pro jects were launched under
Accelerated Irrigation Benefits Programme
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
39
(AIBP). Budget of Rs. 17000 crore and 85000
crore in next five years.
4. On the whole budget for the agriculture
sector was raised by over 44%, from Rs. 24,
909 crore to Rs. 35, 984 crore in 2016-17.
5. Budget of Rs. 15, 000 crore towards interest
subvention.
6. Rs. 13,000 crore in drought assistance to
states during 2015-16.
Now, does the loan waiver size matter or not:
1. Total waive of loan size would be $40 billion,
or Rs. 2, 57,000 crore and this waiver will
amount to 2 per cent of gross domestic
product (GDP).
2. Before this Uttar Pradesh Chief Minister
Yogi Adityanath decided to waive loans of
Rs. 36,359 crore.
3. Last year, late chief minister J Jayalalithaa
had waived the loans of Rs. 16.94 lakh.
4. The Madras High Court later asked the
Tamil Nadu government to waive
additional farm loans to the tune of Rs. 1,980
crore.
Only if a loan waiver of Rs. 30000 crore is offered
in Maharashtra then Maharashtra’s fiscal deficit
will be 2.71% (budgeted: 1.53%) in the financial
year 2018 of gross state domestic product
(GSDP) and the India Ratings estimated that the
debt will rise to 17.44% against the budgeted
16.26%. But the big question is this does the loan
waiver will work, in India when in agriculture
sector approximately annual agriculture waste
is of Rs. 96000 crore this waiver will work, this is
a question.
Conclusions
Today there is need of estimating all the pros
and cons of the loan waiver and the farmer riots
spreading across the country. A question hour
should be there where who is actually is going to
be benefitted from stirring up riots must be
presented with the real statistics. We should
start focusing on the real crisis of the farmers
that they are not able the produce, unlike other
businesses, and is dependent on cartel of traders
to fetch a decent price. The cartel makes money
in case of good or bad crop season as their
margins remain intact. In fact, in case of a crop
failure the trader profit margin rises whereas the
farmer is in distress without remunerative price.
Agriculture waste should be reduced and strict
actions must be taken against the mediator
corporate who are buying produce in farms at
cheap rates, keep them in cold stores. Otherwise
this anguish will harm farm economy till sops
such as farm loan waiver is given and farmers
are not empowered to make their produce
remunerative.
Web-Bibliography
http://indianexpress.com
http://www.hindustantimes.com/
https://www.indiaagronet.com/
Agriculture-Loan-and-Insurance/
Agricultural-Loans-in-India.html
NCRB Data
www.pradhanmantriyojana.co.in
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
40
Manila Jain
Research Scholar, Pacific University, Udaipur
Dr. Dilendra Hiran
Director, Faculty of Computer Application, Pacific University, Udaipur
Abstract
Integration of such syllabus in the academic courses of school education
which can inculcate knowledge as well as practical learning to the real
world situations in students is the contemporary need of the Education
System in India. So in the light of this objective the integration of discrete
mathematics practices in the mathematics curriculum of the secondary
school of Udaipur is under examination in the present research work.
Discrete mathematics is the logically rich branch of mathematics which
develops the rationale ways of thinking for the mathematical and the real
life problems associated with the routine life and the academics among
the students. It helps the students by allowing them to develop new and
innovative practices for the complicated mathematical practices. Factors
and their effect assessment on the incorporation of the new and
innovative practices of discrete mathematics in the regular mathematics
curriculum of secondary schools is the subject of the present research
work which focuses on identifies the effect of criticalness of the factors
over the incorporation. To assess the teachers’ and students’ perception
for the factors affecting the integration of discrete mathematics in the
math curriculum of the secondary school structured set of questionnaire
was distributed in the schools of Udaipur district of Rajasthan.
The several statistical analysis performed over the data-set prepared from
the data collected through questionnaire from the participated teachers
and students it was concluded that whether the schools are old or new,
large or small; CBSE or RBSE; the discrete mathematics understanding
related practices levels are not dependent on them, both the types (CBSE
and RBSE) of the schools tends to develop the most efficient institutional
structure, level methods in their teaching skills of teachers and large and
Critical Factor Effect Evaluation on
Integration of Discrete Mathematics
Practices in Secondary Schools’
Course Curriculum
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
41
Introduction
Discrete mathematics topics or practices
integration in the secondary level course
curriculum is the contemporary need as
presented by several researchers as it helps to
develop the logicality and rationality in the
students to understand the complex real world
problems. Different types of discrete mathe-
matics practices offers different types of
learning practices and also help to develop the
new axioms and set of algorithms to the teachers
to make the mathematical learning more
interactive and creative for the student so that
they can better understand the complex
mathematical practices in quite simple way. It is
so because discrete mathematics practices
provides prospect to a teacher to develop the
pioneering strategies to understand the problem
and to make decision for the problem presented
to him. The set of practices and objects chosen for
the study purpose in the discrete mathematics
may be finite and infinite. In finite mathematics
in simple terms elaborates the areas relevant to
mathematics. Apart of the learning and
opportunist ic advantages of discrete
mathematics according to the Rosenstein (1997)
discrete mathematics practices are easily
applicable for the objects and real world
situations, easily accessible to understand the
complexities, attractive to learn, and
appropriate to find the new opportunities to
small size schools do not differ with respect to
their aggregate discrete mathematics practices,
role of top management, teaching skill,
mathematical aptitude, and role of books and
teaching methodology improvement.
Keywords: Discrete Mathematics, Curriculum,
Secondary School, Critical Factor, Perception
solve the situation or the problem.
Innovative and new ways to mathematical
learning is offered by discrete mathematics as
learning the mathematics in a conventional way
gives the impression to a student that
mathematics is a set of dim-witted procedures. It
is just because that the student did not find the
opportunity to identify the relationship between
the mathematical concepts and real world
concepts meaningfully and even cannot make
the students that much capable that they
develop an understanding to apply the
mathematic concepts into new state of affairs for
deeper insight examination of the trend of the
theory.
The purpose of the study is to examine the
critical factors’ effect on integration of discrete
mathematics practices in secondary schools’
course curriculum. For this secondary level
schools’ teachers’ and students’ outlook for the
integration of discrete mathematics practices in
the mathematics curriculum up to secondary
level classes is collected through the set of
questionnaire which administers the statements
related to the capacity of discrete math in
comparison to the conventional mathematics
practices. The sample size of the study was 99
teachers of the secondary schools of Udaipur
district. Feedback of sampled mathematics
teachers was collected with the help of a
structured questionnaire. Questionnaire was
developed for the sampled mathematics
teachers of secondary level schools of Udaipur
district of Rajasthan to assess their opinion for
the critical factors which may affect the
integration of discrete mathematics practices in
secondary schools’ course curriculum. In the
questionnaire teachers and students were asked
to give their opinion for the factors related to the
integration of discrete mathematics like the age
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
42
and size of the school, practices followed in
continuous mathematics practices, role of top
officials, role of education structure or the
medium of board, teaching skill, mathematic
aptitude and may more. The parameters
included in the study primarily focuses on
fulfilment of research objectives and
development of interrelated framework of the
research.
the examination, availability of the supportive
resources, nature and quality of the text books,
students’ behaviour and approach for the
mathematics and supervisory style.
Llyod (2002) in his study over the impact of
discrete mathematics on student and teacher
concluded that a teachers’ belief over the subject
is must and students’ love innovative practices
in the class for mathematics specially those
which can make them easy to understand the
concepts of mathematics. Wilkins and Brand
(2004) reported that teachers’ opinion for the
practices adopted for teaching mathematics,
practices followed in continuous mathematics
practices and the institutions’ belief on
innovative discrete math practices significantly
affect the integration of mathematics in the
secondary mathematics curriculum.
According to Zhihua (2011) discrete mathematics
practices help to simply know form description,
transforming, reasoning and proving, to master
description and analysis methods of discrete
system, and most importantly to be familiar with
common actual discrete system model. Lifang
(2011) confirmed through his study that
integration of discrete mathematics pull more
interest of students in learning by giving them the
more understanding for the applicability of
mathematics in the real world situation. Teachers
should design some specific and vivid scenarios
to introduce curriculum sessions to stimulate
students' interest in learning.
Review of Literature
Discrete mathematics practices provided
prospects and opportunities to teachers to use
innovative instructional and learning methods.
The authors believes that discrete mathematics
practices offers new and creative way of
learning, new start for students and teachers to
engage themselves into learning the
mathematics. (De-Bellis & Rosenstein, 2004 and
Wilson & Rivera-Marrero, 2004)
Discrete mathematics offers different methods
and modes of learning to a student which can
help a student to better understanding of the
continuous mathematics in the real world
situations or problems context. According to
Hart (1991, 2003) teaching mathematics is quite
necessary as this subject brings excitement in the
classrooms, it develop problem solving capacity
of a learner, mathematics can be used in
business, industry, and government and
mathematics complements and enriches the
traditional curriculum as well.
Handal’s (2003) in his study over the teachers’
beliefs for the mathematic practices concluded
that teachers’ belief for the practices
significantly affects their teaching and
instructional practices. The teachers’ beliefs for
the integration of mathematics in course
curriculum may be influenced by the pressure in
Research Methodology and Framework
The scopes of discrete mathematics integration
in the school curriculum have wide area of
investigation as the factor which affects the
integration of discrete math practices in the
curriculum. The definitive objective of the
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
43
current research work is to assess critical factors’
effect evaluation on integration of discrete
mathematics practices in secondary schools’
course curriculum. According to the research
title and objectives qualitative research methods
were adopted, as the qualitative research
method and practices is good to be used in
educational researches, policy analysis, factors
analysis, significance analysis etc. Qualitative
method of research is generally opted for those
subjects who comes or starts with the question
making sentences. For the present research work
the primary data was collected through the help
of questionnaire. The questionnaire helped to
assess the participants‘ perception for the factors
like age and size, practices followed in
continuous mathematics practices, role of top
officials, and role of education structure or the
medium of board, teaching skill, and
mathematics aptitude which may affect the
integration of discrete mathematics in math
curriculum of the secondary classes.
The questionnaire developed for the study was
harmonized and standardized through four and
five point scaling where teacher and student
respondents have to give their opinion for the
presented factors or statements according to
their rate of agreement or observation for the
factor. To ensure the quality of the questions
presented in the research instrument questionn-
aire was forwarded to the academic experts of
mathematics and education sectors of different
universities of Udaipur district. The changes
were incorporated in the research instrument as
suggested by the experts. Keeping the research
objectives in psyche that the research is focused
on the certain variables (to be studied) and that
should not be changed so while making the
changes in the questionnaire it was under
consideration that ultimate crux of the study
should be sustained and properly managed
under the defined objectives. The research
methods used in the study is fundamentally
focused on examining the interrelated variables
and subjects. With some presumed opinions
about the certain factors impact on the
integration of discrete mathematics in math
curriculum the research framework of study
was deliberated.
1. Integration of Discrete mathematics
influenced by the institutions capacity in
terms of faculty quality, size and tenure.
2. Discrete math integration is fundamentally
depends on the policy makers of the
curriculum.
3. Role of the medium in which student in
pursuing affect their acceptance for the
discrete math integration.
A total number of 100 questionnaires were
distributed to the defined sample size and the
target respondents of the study were students,
teachers, lecturers, and mathematicians. To
target the population total 6 schools were chosen
for the study purpose. The presented research
work was directed under following research
questions:
1. What is the perception of secondary school
mathematics teachers’ and students’ for the
factors affecting the integration of discrete
mathematics practices in curriculum?
2. Does the teachers’ perception shows
significant difference with regard to the
factors of discrete and continuous mathe-
matics practices.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
44
Following were the data sources from which
data was observed to attain the research
objectives as presented above:
1. Journals, books and magazines related to
discrete mathematics and integration of
maths in curriculum etc.
2. Researches and articles published in various
print media.
3. Data available on internet in various
websites.
4. Reports and reviews published by syllabus
formation committees and councils of
mathematics.
5. Questionnaire related to the teachers’ and
students’ perception for factors affecting the
integration of discrete maths practices into
course curriculum.
The goal of a hypothesis is to help explain the
focus and direction of the experiment. Under the
conviction following research hypotheses was
formulated to attain research objectives:
H : Age and size of the school is independent of 01
the discrete mathematics understanding related
practices.
H : There is no significant relationship between 02
discrete and continuous mathematics practices
with regards to their “Discrete Mathematical
Practice”, “Role of top officials”, “Role of
educational structure”, “Teaching Skill”,
”Mathematical Aptitude”, ”Methodology”,
“Documentation” and “Student’s Participa-
tion”.
Data Analysis and Interpretation
Table 1: Dependence of Discrete Mathematics
Understanding Practices on Age and Size of
School Institution
Null Calculated Tabulated
Hypothesis value of value Remark
Ho chi-square 5% 1%
H 2.64 3.84 6.6301
H 0.238 3.84 6.6302
Source: Authors’ Compilation
Not
significant
The chi-square values calculated in both the
cases are less than tabulated value hence both
the null hypotheses are not significant hence H 01
and H cannot be rejected. It establishes the fact 02
that the Age and Size of the organization is
independent of the discrete mathematics
understanding related practices. Discrete
mathematics understanding related practices do
not depend on age and size of the schools. Hence
it can be interpreted than whether the schools
are old or new, large or small; CBSE or RBSE the
discrete mathematics understanding related
practices levels are not dependent on them.
To examine the significance or insignificance of
above stated hypotheses chi square test, T-Test
and F-Test were performed. Value of Chi-Square
was compared with the tabulated value of it at
5% level of significance and 1% level of
significance.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
45
Table 2: Test of difference of Means between Discrete and Continuous Mathematics practices for various critical factors
Null
Hypotheses Calculated 5% Significant 1% Significant
H03 2.552 Significant Not Significant
H04 2.60 Significant Not Significant
H05 1.36 Not Significant Not Significant
H06 1.937 Not Significant Not Significant
H07 1.816 Not Significant Not Significant
H08 2.389 Significant Not Significant
H09 1.743 Not Significant Not Significant
H010 2.278 Significant Not Significant
H011 2.393 Significant Not Significant
Source: Authors' Compilation
Tabulated value: t (at 5 % level) = 2.04828
t (at 1 % level) = 2.76328
From the Tabulated value it is clear from the
calculate results arranged in the above table and
compared with tabulated value of t at 28 degrees
of freedom that all hypothesis are not significant
at 1% level of significance however five null
hypothesis H , H , H , H and H are 03 04 08 010 011
significant at 5% level of significance and
remaining are insignificant at this level of
significance.
The null hypothesis H i.e. no significant 03
difference exist between the Old and New
organizations with regards to their “discrete
mathematical practices” is rejected at 5% level
of significance but accepted at 1% level of
significance. It establishes the fact that there is
significance difference between the two types of
organizations with regards to their mathe-
matical syllabus practices. This is due to the fact
that in old organizations, the mathematical
teaching has been streamlined and a resistance
to change has developed while in new
organizations latest technology is being used.
The hypothesis is accepted at 1% level of
significance. This is because of the fact that both
types of the organizations prefer to use latest
mathematical teaching tools and practices.
The null hypothesis H i.e. there is significant 04
difference between the Old and new
organization the regards to “Role of Top
Management.” is rejected at 5% level of
significance but accepted at 1% level of
significance. This is because of the fact that in old
organizations, top management plans to
improve results by utilizing the existing
resources in order to minimize wastage while
new organizations do not face such type of
problems. In the same way the null hypothesis,
H , H , & H are rejected at 5% level of 08 010 011
significance but the difference is not large
enough hence accepted at 1% level of
significance.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
46
The null hypothesis H i.e. With regards to 05
“Role of educational Structure” there is no
significant difference between the old and new
organizations. H i.e. No significant difference 06
exist with regards to “Teaching Skill” between
the new and old organizations. H i.e. there is no 07
significant difference between the New and old
organization with regards to “Weight age of
discrete mathematics in overall syllabus.” And
H i.e. there is no significant difference between 09
the New and old organizations with regards to
“Role of books.” are accepted at both level
significance. This is because of the fact that both
the types of the organization tends to develop
the most efficient organizational structure, level
methods are used in Teaching skills , Teaching
methodology Improvement are used in skill
development, documentation of discrete mathe-
matics in overall syllabus and latest technologies
are used to quality development of the maths
teaching. The more advanced and sophisticated
measuring instruments are being used to
develop teaching methodology. These results
are in agreement with the standard null
hypotheses.
In order to assess that large and small
organizations differs with respect to the
aggregate and factor wise discrete mathematics
practices, “T” test for difference of mean at 5%
level of significance as well as 1% level of
significance was used. The T-Test compares the
means and examines that whether the difference
between the mean score values is significant or
not. The result of analysis is presented in table 3.
Table 3: Test of difference of Means between Large and Small organization for Discrete Mathematics Practices
Null Hypotheses Calculated- T 5% Significant 1% Significant
H012 1.997 Not Significant Not Significant
H013 0.445 Not Significant Not Significant
H014 2.136 Significant Not Significant
H015 0.828 Not Significant Not Significant
H016 0.005 Not Significant Not Significant
H017 0.873 Not Significant Not Significant
H018 0.667 Not Significant Not Significant
H019 2.813 Significant Significant
H020 2.972 Significant Significant
Source: Authors' Compilation
Most of the above hypotheses were found
insignificant at both the level of significance
hence all that hypotheses were accepted. Hence,
there is statistical evidence available to believe
that the large and small size organizations do
not differ with respect to their aggregate
Discrete mathematics practices, role of top
management, Teaching skill, mathematical
aptitude, and role of books and Teaching
methodology improvement. The possible
explanation may be that computerization of
techniques, use of internet and globalization of
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
47
market has minimized the gap in discrete
mathematics practices of both types of
educational organizations.
The hypothesis H is found significant at 5% 014
level of significance. It supplies that role of
educational structure of both the types of the
organization have statistically significant
difference but this difference is not found
significant at1% level of difference.
The hypothesis H and H are found 019 020
significant at both level of significant hence
rejected. It implies that both the organization
different facilities with regards to document-
ation and students participation. Hence it can be
interpreted that the experiences in the discrete
mathematics practices make the significant
difference.
To assess the impact of type of school on the
adoption of discrete math practices the
responding schools were categorized on in four
categories i.e. english medium private schools,
english medium govt schools, hindi medium
private schools, hindi medium govt schools. and
the factors were assessed with respect to the type
of schools. To test the significance of differences
which exist with regards to the factors between
the large and small school and the institution, F-
test using one way ANOVA was applied.
Table 4: Summarised results of F-ANOVA test
Null Hypotheses Description F-Value Results
5% 1%
H021 Discrete Mathematics practices 1.673 Not Significant
H022 Role of Top Management 1.032 Not Significant
H023 Role of educational Structure 2.042 Not Significant
H024 Teaching Skills 0.967 Not Significant
H025 Mathematical Aptitude 0.831 Not Significant
H026 Role of books 1.662 Not Significant
H027 Teaching Methodology improvement 2.331 Not Significant
H028 Documentation 1.069 Not Significant
H029 Students participation 0.674 Not Significant
All the above hypotheses H , H , H023, H , 021 022 024
H , H , H , H and H were found 025 026 027 028 029
insignificant hence accepted. It established the
fact that the types of school do not differ among
themselves for aggregated and factor wise
Discrete Mathematics Practices.
The test results reveal that the different factors
(Discrete Mathematics practices, Role of Top
Management, Role of educational Structure,
Teaching Skills, Mathematical Aptitude, and Role
of books, Teaching Methodology improvement,
Documentation and Students participation) have
no influence on Discrete Mathematics Practices of
the responding schools. This is because the facts
that the design of these practices factors are not
ended to be school specific.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
48
Conclusions and Remarks
From the statistical analysis performed over the
data-set accumulated from the structured set of
questionnaire several inferences were derived
under the aegis of research framework and
objectives which were confined to assess the
critical factors effect on integration of discrete
mathematics practices in secondary schools’
course curriculum. It was observed that the size
and the tenure from which school is in operation
do not affect the understanding of the discrete
mathematics practices among their teachers and
students, whether the schools are old or new,
large or small; CBSE or RBSE the discrete
mathematics understanding related practices
levels are not dependent on them.
Both the types (CBSE and RBSE) of the schools
tends to develop the most efficient institutional
structure, level methods in their teaching skills
of teachers and for that advanced teaching
methodology improvement are used to attain
the skill development, documentation of
discrete mathematics in overall syllabus and
latest technologies are used to quality
development of the maths teaching. The more
advanced and sophisticated measuring
instruments are to be used to develop teaching
methodology.
It was also concluded that large and small size
schools do not differ with respect to their
aggregate discrete mathematics practices, role of
top management, teaching skill, mathematical
aptitude, and role of books and teaching
methodology improvement. Both the types of
organizations have different facilities with
regards to documentation and students
participation. Hence it can be interpreted that
the experience in the discrete mathematics
practices makes the significant difference.
The different factors (Discrete Mathematics
practices, Role of Top Management, Role of
educational Structure, Teaching Skills, Mathe-
matical Aptitude, and Role of books, Teaching
Methodology improvement, Documentation
and Students participation) have no influence
on discrete mathematics Practices of the
responding schools. This is because the facts that
the design of these practices factors are not
ended to be school specific.
References
Handal, B. (2003). Teachers' mathematical
beliefs: A review. The Mathematics
Educator, 13(2), 47-57.
Hart, E. W. (1985). Is discrete mathematics the
new math of the eighties? Mathematics
Teacher, 78, 334-337.
Hart, E. W. (1991). Discrete mathematics: An
exciting and necessary addition to the
secondary school curriculum. In M. J. Kenney
& C. R. Hirsch (Eds.), Discrete Mathematics
across the Curriculum K-12: 1991 Yearbook
(pp. 67-77). Reston, VA: National Council of
Teachers of Mathematics.
Hart, E. W., Maltas, J., & Rich, B. (1990). Teaching
discrete mathematics in grades 7-12.
Mathematics Teacher, 83(5), 362-367.
Hart, L. C. (2002). Preservice teachers' beliefs
and practice after participating in an
integrated content/methods course. School
Science and Mathematics, 102(1), 4-14.
Hart, L. C. (2004). Beliefs and perspectives of first-
year, alternative preparation, elementary
teachers in urban classroom. School Science
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and Mathematics, 104(2), 79-87.
Kothari CR (2000), Research methodology: -
Methods and techniques, Vikas publishing
house.
Lifang Wang, Jinguang Wang. The Application
of Pleasant Education Mode for Student
Interests in Discrete Mathematics (J).China
Electric Power Education, 2011(8): 92-93.
Zhihua Gao, Kerong Ben , Xia Liu. Discrete
Mathematics Course Content and
Discussion of Learning Method (J).
Computer Education, 2011(13):107-109.
Zikmund, W. G. (2006), Business Research thMethods, Thomson, 7 . Edition.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
50
Raj Kamal Prasad Verma
PhD Scholar, Faculty of Management,
Pacific Academy of Higher Education & Research University, Udaipur
Abstract
To identify the relevant topic for research on social entrepreneurship in
India, the author analyzed 38 social entrepreneurship papers and studied
the various definitions & models of social entrepreneurship. Difference
between commercial enterprises and social enterprise and also the
difference of objectives and structure between social enterprises and
NGOs, Philanthropic & Not-for-Profit organizations were examined.
Examples were drawn from developed as well as developing countries as
to how social enterprises are addressing the sufferings of rural,
population underprivileged & people from hard to reach areas especially
in the Health Care Sector. It was observed that in healthcare specifically,
social impact of these enterprises manifested in the number of lives saved
or improved through affordable and deliverable health care services.
Published papers were studied to examine the enabling factors for
successful social entrepreneurship and inferences were drawn as to how
conducive is the Indian ecosystem in the present scenario for an
entrepreneur to venture into social sector. The author observes that the
Indian ecosystem for social entrepreneurship is challenging as compared
to similar establishments in the developed nations such as US and
European nations.
Keywords: Social Entrepreneurship, Social Enterprise,
Ecosystem, Healthcare
Rural Population,
Review Paper on Indian Ecosystem
for Social Entrepreneurship with
Special Reference to Healthcare
Industry
Introduction
Social entrepreneurship is considered as the combination of
entrepreneurial actions with a social aim. The purpose of social
entrepreneurship is to sort out the social issues and raising the standard of
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
51
the social members. A social entrepreneur is one
who can bring transformation in the society by
developing and introducing some social values
(Mehta and Jain, n.d.). Social entrepreneurs act
as the most dynamic element responsible for the
change in the society. If the entrepreneur in the
society is an educated person then he will easily
be able to understand the needs of the society for
better development and efficient use of the skills
and intelligence for high quality productive
output (Baber et al, 2012). Social business does
not show any intrusion in Profit Making
Businesses (PMB). The aim of any social
business is to improve the conditions of the
society like education, health, environment, etc.
The business aims at increasing profit, but that
profit will only be invested in the betterment of
the society and achieving social goals. Accord-
ing to Casson (1982), social entrepreneurship
can be considered as the activity that will help
meeting the requirement of both private and
public sector. Social entrepreneurship mainly
seen as the cooperation between the NGO’s and
other related organizations in the country that
would help in modifying the financial and legal
structure of the country with independent and
self-sustainable activities (Crisan and Borza,
2012). In India, there are many people who are
already social entrepreneur or some who want
to work for their society with their activities.
With the current economic conditions of the
country, there are high chances in the
enhancement of the social needs and thus, there
are requirements for the people involved in
solving the issues.
fund for running the organization or enterprise
is raised through some social activities. With the
passage of time the definition for social
entrepreneurship has changed as per the social
needs. There are various capital ventures that
are investing in the profit and non-profit
organizations with certain social aims. Health
sector is the sector which has a great potential for
growth. According to the data available in the
literature, at present health care social
enterprises is the biggest loss causing
enterprises. As they are making very less profit
making assets. Most of the time, health sector
contribute nothing to the national income as it
act as no-profit no-loss segment of the country.
But once they start making profit, then no other
sector can compete them. According to some
analysis of profitability, it was revealed that
making profit from any social enterprise is not
an easy task (Singh, 2012).
In India, public sector and private sector health
care systems run parallel and private sector is
more popular in comparison to the public sector
health care system. There are several health care
programs introduced by Indian health care
system. Also, there are different insurance
programs like Community insurance programs
introduced for the population below poverty
line and LIC policies for senior citizens. The
private healthcare also offer several insurance
plans to the public. Most of the rural and urban
population is not aware of such programs and
schemes (Swissnex India, 2015).
There are numerous challenges faced by
healthcare entrepreneurs in India which make
their task difficult. Some of the challenges
include difficulty in identifying and validating
the needs, understanding the dynamics of
market and stakeholders, availability of the
market ready product or services, challenges in
Entrepreneurship in Healthcare Sector
Entrepreneur is a person who is the founder, co-
founder or chief authority of an enterprise.
While considering social entrepreneurship, the
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
52
sales, marketing and distribution of healthcare
products, securing adequate amount of fund for
the organization (Lockwood, n. d.). There are
few other challenges that a social entrepreneur
face in healthcare industry like slow growth of
the industry, insufficient knowledge and
lacking the accessibility to technologies, being
multitasking can sometime be a reason for slow
growth, lack of professional doctors, deficient
regulation policies, healthcare business models
are complicated in comparison to traditional
business models, etc. (Kapoor, 2016).
Labrie (2011) presented an economic note in
which he has mentioned the obstacles that came
in front of the health care entrepreneurs. He
mentioned that the hospitals and other
healthcare services as essential for the country,
thus they are monopolized by the government
and finance the 70% of the total expenditure.
Healthcare services are excluded from the
entrepreneurship, but there are certain sections
in the healthcare sector that would allow private
services. He mentioned that introduction of laws
in the healthcare sector will create an obstacle for
the entrepreneurs. These laws restrict various
practices in hospital. Legal and administrative
issues are the major hurdles for the
entrepreneurs in the healthcare sector. He
concluded that, though the government had
appointed many working groups and
commissions, but they are not sufficient in
fulfilling the needs of the people regarding
healthcare system.
Figure 1: Entrepreneurship Ecosystem
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
53
Business Environment
Entrepreneurship is playing a critical role in
developing economies at national as well as
international level. It is essential for an
entrepreneur to develop an environment which
helps the entrepreneur physically, spiritually,
scientifically and also supporting ethical values.
Favorable environment for entrepreneurship
will benefits the entrepreneurial opportunities
and thus, they are responsible for the growth of
the economy. There are certain environmental
factors that are responsible for the development
of entrepreneur like social, legal, political and
technological impact (Yaribeigi et al, 2014).
According to Isenberg (2011), there are three key
factors of entrepreneurship ecosystem viz. (i) in
a defined location there is a dense population of
entrepreneurs and companies, (ii) A dense
network of relationships between actors and (iii)
culture where all the elements are brought
together.
For developing an efficient entrepreneurial
ecosystem, there is requirement of five role
players. These players are entrepreneurs and
social entrepreneurs, private investors, large
companies, universities, and regulatory
authorities.
Entrepreneurs are the base of an entrepreneur-
ship, as they are the individual who possess the
potential to develop any kind of enterprise
around them. Many people in the society have
the ability that is required for startup
entrepreneurship. But skills are not sufficient to
initiate a startup; it requires funds and
motivation. Former entrepreneurs, university
graduates, retired employees of governmental
and non-governmental organizations proved to
be good entrepreneurs, as they are experienced
in dealing with staff, managing funds, etc. The
next important factor that play intense role in
entrepreneurship is private investments. Private
investors and angel investors always look for the
potential entrepreneurs and startups. They
sometime could act as coach to the startups as
they have considerable experience. Local
investors are important for the entrepreneurs
and startups as they provide initial amount to
initiate the business or enterprise. Large
companies play important role in the
establishment and successful operation of the
startups and entrepreneurs. Some of the large
companies shape the environment of the
venture by directly or indirectly competing with
it regarding the technical stability. These
motivates the startups or enterprise to reach the
level so that they can achieve success in each
sector. Knowledge about the surroundings and
about the ecosystem of a particular region can
easily be found in students of the regional
university, they are full of enthusiasm as well as
of potential and knowledge to excel in the
market. Universities develop students from
academic level to commercial level and these
students or graduates have efficient and
productive knowledge also resulting in a great
impact on the entrepreneurship. Regulatory
bodies or authorities have different ways to
regulate the entrepreneurship by considering all
the above mentioned factors. Policy makers
manage the knowledge ecosystem, responsible
for shaping the regional dynamics, and
sometime helpful in providing funding
(Aaltonen, n.d.).
According to Yaribeigi et al (2014), entrepre-
neurship ecosystem have hundreds of distinct
elements those were classified into six different
domains: adequate finance, efficient human
capital, enterprise adaptive market for products,
variety of institutional and infra structural
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
54
Social Entrepreneurship in Indian
Context
Social Entrepreneurship is the solution to the
social problems where the society looks for
innovative, cost-effective and sustainable
methods. Past researchers revealed that there
are different aspects of social entrepreneurship
and related initiatives taken by the social
entrepreneurs, they had taken few major steps
that have led to the creation of social and
economic values (Mair and Schoen, 2007).
For the growth and development of the local
people numerous social entrepreneurs are
working constantly in every part of the world.
One of the best example of social entrepren-
eurship is foundation of Grameen Bank by
Muhammad Yunus, and he won Noble Peace
Prize in 2006 (Singh, 2012).
In India, there are many entrepreneurs who are
willing to work for the social development of the
needy people. For the promotion of entrepren-
eurship in India, several public sector and
private sector organizations are taking part. In
2007, India became a part of Asian productivity
organization and after this India proposed the
Action plan for the entrepreneurship develop-
ment within MSMEs. This stated that
entrepreneurs are participating the develop-
ment of the MSMEs and these MSMEs are the
base for any economy (Jahanshahi et al, 2011).
In the last two decades, there has been a
deviation that encourage the development of the
“social entrepreneurship”, which is supposed to
be eradicating the poverty. Establishment of
social entrepreneurship will increase the
number of job opportunities and opportunities
for the people of under-represented group. The
needs of the society are forcing the government
for assisting the target group for establishing
startups. Jahanshahi et al (2011) in their study
mentioned several important aspects of social
entrepreneurship. According to them, all the
MSMEs act as start for the micro enterprise
which grow and develop to compete with the
international competitiveness.
According to Yadav (2007), these small setups
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
supports; each entrepreneurship ecosystem is
unique and it is evolving time to time so as to
satisfy the establishment. In general an
ecosystem has four defining characteristics. The
evolution of the ecosystem is made according to
the regional policies and thus developing a
unique system; specifying generic root cause of
the entrepreneurship ecosystem has limited
practical value though there are document-
ations that reveal that the education, regulatory
framework and capital markets have impact on
entrepreneurship in society; and entrepren-
eurship ecosystem become self-sustaining, in
order enhance the efficiency of the six domains
of the ecosystem government involvement must
be reduced so that the entrepreneurship can
focus on self-sustainability.
Aims and Objectives
The major aim of the study is to examine
whether whether the Indian Ecosystem is
conducive for Social Entrepreneurship, with
specific reference to the Healthcare Industry.
The objectives of the study are as follows:
• To evaluate the calibre of Social Enterprising
in the Healthcare sector of India.
• To assess the contribution of Social
Enterprising in the Healthcare sector.
• To identify the conditions that is
fundamental to the growth and expansion of
Social Enterprising in the Healthcare sector.
55
are beneficial for the people who are in
immediate need of employment; these provide a
means for lowering down the issues like poverty
and social disparities. Government of India
founded The National Science & Technology
Entrepreneurship Development Board
(NSTEDB), in 1982 which promote the
technology based enterprises. The board tries to
provide jobs to the job seekers through the
science and technology interventions. This
created awareness among the people about the
social enterprises having technical background.
Government of India has taken several
measures for the establishment of the different
MSMEs as a source of social entrepreneur.
Ministry has setup Entrepreneurship develop-
ment institutes which generate employment at
different level in major cities in India.
Khanapuri and Khadelwal (2016) in their study
mention the relationship between the social
entrepreneurship and fair trade. The report of
the study summarize that, a higher ratio of
population was developing their entrepre-
neurial skills and this can be observed through
their inclination and involvement in
entrepreneurship. They develop sustainable
enterprises for profit as well as nonprofit
purpose. Deval Shanghai is leading an
organization that act as a channel between the
investors and those who want to bring the
change in the society. There are many authors
who conducted studies on the emerging trend of
entrepreneurship by considering various
examples of the entrepreneurs in India.
Even after so many years of independence,
major population of the country is rural
population and it’s difficult to develop rural
areas with the present national income. Though,
Indian government has taken steps at social
level for the development of rural population of
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
India like establishing community telecentres.
Information and Communication Technology is
the emerging technology and is participating in
the development of the country with the
available resources. ICTs play an important role
in the social development which would help in
reducing rural and urban poverty and creating
information for rich society. The implement-
ation of ICT by setting up telecentres in various
regions of India like Gyandoot in Dhar (Madhya
-pradesh), Lok Mitra-Integrated Citizen Service
Centre/e-Kiosks in Jaipur, Rajasthan, e-
srinkhala in Kerala, etc. (Rao, 2008).
Successful Social Enterprises in India
Social Enterprises in India are reaching at the top
of the market which covered all the major sectors
of employment: agriculture, education, energy,
financial services, healthcare, housing,
sanitation, and water. There are different types
of social enterprises in India that are regulating
themselves by raising funds from various
microfinance institutions.
In India, government has invited private sector
players to provide healthcare services to the
people living in urban areas.
A. General Examples of Social
Enterprises in India
Land Gift Movement and Amul Dairy
Cooperative (1950) were introduced by India’s
first social entrepreneur, Vinoba Bhave. He
facilitated the distribution of land to the poor
and landless Indians. The Amul Dairy
Cooperative was spurred for the white
revolution which turned the milk-deficient
country to the world’s largest milk producing
nation.
Fabindia Community (1960) was established to
convert the artisans from various regions to
56
urban shareholders, this provided them better
growth. Ashoka (1981) introduced the
operations in India at the same time the term
‘Social Entrepreneurship’ in India was
introduced formally.
Aakruti Agriculture Associates and Janani
Foods are the social enterprises in the
agriculture sector. These enterprises are
structured as for both for profit and nonprofit
entities which manage the farming activities.
Field Fresh Food, Mother Earth, and Star Agri
are the social enterprises that run in post-harvest
space and most of these social enterprises are
for-profit entities (Asian Development Bank,
2012).
Ankur Scientific Energy Pvt. Ltd. is an electricity
supplying unit that supplies electricity to the
rural areas of Gujarat by using clean form of
energy. It uses various biological energy
resources like agriculture waste, biomass, etc.
(Asian Development Bank, 2012)
Sharmik Sanitation Systems was established in
1999 in Pune to cover the gap of urban sanitation
services. The company was setup for
constructing portable toilets in 2006. It has
installed over 1000 portable toilets in urban
areas which serve urban area poor people (Asian
Development Bank, 2012).
Grameen Financial Service Pvt. Ltd. was
established in Bangalore in 2004 which is non-
banking finance company and it covers rural
and semi-urban areas in southern state of
Karnataka. It covers about 400000 clients that
spread across the regions of Karnataka, Tamil
Nadu and Maharashtra. This impact the growth,
profitability and social standard of the regional
women (Asian Development Bank, 2012).
Claro Energy is a social entrepreneur which uses
B. Healthcare Sector Social Enterprises
in India
Ziqitha Health Care Limited (ZHL) was
founded by the young professionals who were
witness of emergency services in India and USA.
It operates 24/7 call centers which provide the
facility of ambulance tracking system and
personnel who were trained for instant services.
It provide services without considering the fees,
it take charges form the patient as per their
ability or free of charge facility (Lynes, 2015).
Aravind Eye Care Hospitals is registered as trust
and is sustained by the charges taken from the
users. There are many examples in all the
sectors.
Narayana Health which is setup in Bengaluru, a
health service provider company which is
highly economical. It was established in 2000 by
Dr. Devi Prasad Shetty which provides facility
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
solar energy for developing irrigation and
drinking water requirements of the people
living in rural areas. They are partnering with
the NGOs and other related organizations.
Though it is a for-profit organization but it
works for the benefit of the rural region
population (Lynes, 2015).
Udyogini is nonprofit social enterprise that
focus on the women empowerment it help the
tribal women in four northern states by
improving their livelihoods, upgrading their
ecosystem and social development so that they
can work as entrepreneurs by running different
kind of businesses (Lynes, 2015).
Tara is a nonprofit organization and a part of
large social enterprise that enable the
sustainable development of the population
through research, technology and innovation,
etc. (Lynes, 2015).
57
to the cardiac patients all over India at 20
locations in a hospital named ‘Narayana
Hrudayalaya’.
LifeSpring Hospitals was established in 2005 in
Hyderabad which provides maternity services
to the women of low-income families. It is a joint
venture of Acumen Fund and Government
Owned HLL Lifecare ltd. which provides
healthcare facility to about 35 Lac women.
Vatsalaya Healthcare is a network of hospitals
that are operated in rural and semi-urban areas
of Karnataka and Andhra Pradesh. It was
founded by Dr. Ashwin Naik and Dr. Veerendra
Hiremath in 2004. It serves about 280000
patients annually in the two regions.
Glocal Hospitals was founded by Dr. Syed
Sabahat Azim in West Bengal, 2011. It has a
chain of 9 hospital across which has completed
61336 surgeries and served approximately
464670 patients (Bhatia, n.d.).
Neurosynaptic Communications Pvt. Ltd. was a
facility launched by Sameer Sawarkar and
Rajeev Kumar which provide telemedicine and
telediagnostic solution to the remote village
clinics via mobiles and videoconferencing.
Now, it is established in 600 clinics and 100000
patients annually used this facility (Bhatia, n.d.).
Drishti EyeCare is a rural eye care chain started
by Kiran Anandampillai and his wife Anjali
Joshi in district hospitals in 2011.
These are few examples of social entrepreneurs
who are contributing in the development of the
needy people in the society. In India, there is
intense requirement of such entrepreneurs who
Social Entrepreneurs in Healthcare and
Their Contribution
At present, the social entrepreneurs are playing
a critical role in the healthcare industry. In this
era of technology, everyday a new disease or
health problem came up and most of them are
highly expensive in their treatment. There are
several challenges that are faced by the
healthcare professionals in delivering the
services (Fong, 2012). Hernandez et al (2014)
explained the role of entrepreneurship in
maintaining the public health. Social
entrepreneurs are taking initiatives in different
sectors in the society like public works,
education, acquiring clean energy, and global
health initiatives. For the social enterprises,
health will always be a priority and concern will
be provided for the development of the
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
A. Social Entrepreneurs in Healthcare
from all over the World
Donaldson et al (2014) explained the global
issues related to the healthcare sector and also
provided the solutions that can be implemented
for improving the standards of the public health.
Noble Peace Laureate, professor Muhammad
Yunus (2010) established Yunus Center for
Social Business and Health, which aims at
building a research portfolio in the area of social
business for the public health intervention.
Different social entrepreneurs developed all
over the world that defines the global standard
of healthcare. Chan (n.d.) presented a study and
explored different healthcare social enterprises
that are serving the people all over the world.
Community Health Care Centre (CHCC) was
initially a NGO since 1987 which later converted
into a social enterprise in 2013. The centre
generates revenue for the treatment of the
HIV/AIDS patient from those who can afford
the fees for those who are not able to pay. Their
mission is to be the Malaysia based leading
organization that would be helping the HIV
58
B. Social Entrepreneurs in Healthcare
from India
With the effect after the involvement of WHO in
1999, health conditions in India have shown a
great improvement (Graft et al, 2015). This was
revealed by Roy et al (2014) that different social
and civil organizations, associations and groups
are involved in governing the healthcare
systems all over the world. The economic
development is considered to be posing a
positive impact on the healthcare system
everywhere.
The health system in India faces many
challenges like lack of sanitation, hygiene,
quality food, and space for living. Also, the
unavailability of the skilled health workers
affects the healthcare system of the country.
Social groups and entrepreneurs’ works are
commendable in the healthcare sector by
providing all kind of basic healthcare facilities.
Some social entrepreneurs in India are:
Operation Asha is a health based social
entrepreneurship lead by Dr. Shelly Batra. This
program is based on the WHO global emergency
about TB in 2003. Through this enterprise
millions of people are receiving C-Dot programs
specialized for TB. This regulates 234 TB
treatment centers in the slum and rural areas.
Till 2013, this operation has treated about 6
million TB patients in India and Cambodia.
Gram Vikas foundation was laid by Joseph
Madiath who is a Schwab Foundation Social
Entrepreneur. This enterprise focuses on the
health and sanitation of the people living in the
rural areas of Orissa. It aim is to provide the
resources for the establishment of water and
sanitation infrastructure to the people living in
the villages of Orissa.
Saath a social enterprise managed by Rajendra
Joshi, who is a social entrepreneur in Schwab
Foundation. He has started the organization to
provide opportunities to the people living in
slum area for socio-economic development. It
provides basic health and education services to
14000 households. It also provides the water,
electricity and road infrastructure to the slum
people. It is developing day by day, recently
integrated the Information technology facility to
the local residents.
Social Enterprise and Other Related
Concepts
Social enterprises are important in terms of
development and alleviating the poverty from
the society (Cooney and Williams Shanks, 2010;
Yunus and Weber, 2009). Rose (2013) explained
the different aspects of social entrepreneurship,
NGO, and charity. All these are the form of
social activities performed in the favor of
development of the socially and economically
backward people. There are different forms of
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
affected people and related sexual health.
Vision Spring was founded in the year 2001 and
have centres in Bangladesh, El Salvador, India,
and South Africa. The organization hire the eye
specialist that will provide assistance to the
people living in rural areas. They had a mission
statement, “Affordable access to eyewear,
everywhere.”
Dialogue in the Dark is an organization founded
in Germany (1989) and had branch in Malaysia
(2012). This organization provide opportunity to
the blind people by hiring them as the tour
guides, exhibition and workshop organizers for
paying clients who experience what it means to
be a blind. Their aim is to ease up the existence of
the disabled in the society and achieve position
globally.
59
Conclusion
The study is highly influential for the
researchers as it will explore the concept of social
entrepreneurship in the country. Social
entrepreneurs are individuals who are
participating in the development of the society
with investment by considering it for-profit or
for-nonprofit. Social entrepreneurship is the
establishment of a setup for sorting out the
issues of society like unemployment, poverty,
lack of recognition for skills, etc. Entrepreneurs
are using their skills for the development of the
society, for fulfilling the needs of the people in
the society.
There are many organizations all over the
country that are run by individuals or group of
individuals, which invest their energy, money
and skills for the development and growth of the
individuals. All the sectors involved in
providing employment also invest in such
organizations so that they can contribute in
raising the national economy. Economies are
highly benefitted by the organizations that run
without considering any profit. Various non-
governmental organizations are settled in the
country that works only for the people who can
contribute for the economic development by
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
social activities that would help in the
development of the society as well as in
eradicating the poverty.
A. Social Enterprise Vs. Non-profits
Non-profit are the organizations that are run
by the people or group of people with no
interest of personal profit or gain. The profit
made by the non-profits can only be used by
the non-prof i t organizat ions for i t s
development l ike infrastructure, and
sustainability. The non-profits collect their
funds through the contributions made by
individuals, businesses foundations and
government bodies. And the social enterprise
is an organization that implement the
commercial methods for the betterment and
development of the society. Their main focus is
to earn profit for the development of the
society and they earn revenues through the
sales, trades instead of donations and
contributions (Rose, 2016).
B. Social Enterprise Vs. Charity
Charities are a type of non-profits but only in
specific cases, in other cases it can be for the
profit. The charities have a major benefit as they
are exempted from all the types of taxes. The
organization having non-profit motives are only
considered in the charity, while the non-profit
social enterprises are not. The social enterprises
have to pay all the taxes and they majorly focus
on creating wealth (Rose, 2016; O’Connor, 2014).
C. Social Enterprise Vs. Ngos
NGO (non-governmental organization) is a
group of people leading some social projects
which have similar operation as the services
provided by the government, but these have no
affiliation with the government (Cho and
Sultana, 2015). According to Fowler (2000)
NGOs main aim is to focus on the resource
feasibility at two major dimensions viz.
contribution of the NGOs in the society and the
ability of the NGOs to regulate on their own
terms. While social enterprise is based on the
ethics that guaranteed something new that will
result in transformational change in the
society. The SEs focus on the development of
the society for the socio-economic develop-
ment. Thus, these two though aim same, i.e. the
development of the society but they have
different agendas for their regulation.
60
investing their skills.
People living in rural areas are full of
enthusiasm and they have skills that can be used
for developing the job opportunities. There are
several organizations that are providing the
opportunities to the artisans like people who are
producing crafts and decorative items to bring
their skills to the market and become
shareholder in urban areas. In country like
India, which have a developing economy these
social entrepreneurships are highly beneficial in
providing employment and skill enhancement.
Several examples of social entrepreneurs in
India are Land Gift Movement and Amul Dairy
Cooperative, Fabindia Community, Aakruti
Agriculture Associates, Janani Foods, Ankur
Scientific Energy Pvt. Ltd., Sharmik Sanitation
Systems, Grameen Financial Service Pvt. Ltd.,
Claro Energy, Udyogini, Tara, Ziqitha Health
Care Limited, Aravind Eye Care Hospitals,
Narayana Health, LifeSpring Hospitals,
Vatsalaya Healthcare, Glocal Hospitals,
Neurosynaptic Communications Pvt. Ltd., and
Drishti Eye Care. These are few examples of
enterprises that were established by common
people for the benefit of the society as well as for
their personal benefit. These are contributing in
the growth and development of the economy of
the country. This research will help the future
researchers in understanding the aspects of
social entrepreneurship in the society and their
contribution in the growth of the economy of the
country.
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Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
63
Sachin Choudhary
Research Scholar, Pacific University, Udaipur
Dr. J. P. Mishra
Principal, Golden Jublie Institute of Management & Technology, Gujarat
Abstract
80% of the Indian Dairy Industry is unorganized and only 20% is
organized. And presently in India in the organized dairy industry 532+
private dairies, 254+ cooperative societies and 46 government dairies are
operational. So with this magnitude of Indian Dairy Industry, the number
of the man power employed can be better estimated. This research work
was intended to examine the satisfaction level of the employees which are
working in dairy industries of Madhyapradesh. For this purpose the
employees of public milk organization (Bhopal Sahakari Dugdha Sangh
Maryadit) and private milk organization (Anik Industries Limited) were
chosen for the comparative assessment of their level of satisfaction. The
sample size of the study was 300 employees. 150 employees were chosen
from each participated organization of different designations and income
classes. With the help of statistical analysis, it was observed that
performance appraisal practices followed by both the companies are
quite same either the income level of the employees of public and private
milk organization was different but comparative assessment disclosed no
significant difference found in the satisfaction score of their employees.
The research concluded that PA practices share common attributes and
standard which resulted into insignificant difference in satisfaction level
of employees of the Bhopal Sahakari Dugdha Sangh Maryadit and Anik
Industries Limited.
Keywords: Performance Appraisal, Satisfaction, Public and Private
Comparative Assessment of Public
and Private Milk Organization’s
Employee Satisfaction for
Performance Appraisal System
Introduction
Managing the professional productivity of the individual with personal
growth and correlating them with organizational development is the
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
64
dynamic need of the present environment and
Performance Appraisal is such kind of tool or set
of practices by which organizations in the
present time period manages the personal and
professional complexities of the their employees
and confirms the organizational development.
By the performance appraisal practices human
resource department tries to identify the
strengths and weaknesses of the employees and
how they can affect their overall output. Even
after several extreme changes and amendments
performed by a number of researchers in the PA
practices still an effective performance appraisal
is yet not established due to different
expectation level for the measurement
techniques. As it is not a practice which
benefitted the employees it is also for the
employers so realizing the expectations of both
the layers of the organization is quite tough. This
research work is an attempt of measuring the
satisfaction level of employees of the selected
private (Anik Industries Limited) and public
milk organization (Bhopal Sahakari Dugdha
Sangh Maryadit) for the performance appraisal
practices of their respective organization. The
present research work is a comparative
assessment of the level of satisfaction of the
employees and can help to understand, if
satisfaction is impaired or not.
The geographical scope of study is limited to the
one public and one private dairy organizations
operationally performing in Madhya Pradesh
state of India. And operational scope is limited
to comparative assessment of the performance
appraisal practices followed by the public and
private dairy organizations of the Madhya
Pradesh and also pointed to examine the
perception of employees for the Performance
Appraisal Practices or framework developed by
the selected Dairy industries under universally
accepted definitions of the concept.
Research Methodology
Judgmental and random sampling procedure
was followed for selecting one private (Anik
Industries Limited) and one public milk
organization (Bhopal Sahakari Dugdha Sangh
Maryadit). While selecting the Dairy / Milk unit
researcher’s judgment was influenced by two
major aspects that were: Dairy units or branch
should perform their activities in Madhya
Pradesh and should have a well developed
Employee Performance Appraisal practice set
for their employees under the model of
Employee Performance Appraisal Manage-
ment. Some other issues were also under
consideration during the selection of Dairy /
Milk organization has been pertained to: the size
and scale of dairy unit, locality of dairy branch or
unit.
For collecting the responses of employee group
of the sampled milk organizations convenience
sampling procedure is followed. Responses
were collected from only those respondents who
are able to understand the necessity of the
research, and can interpret that any of the
fruitful outcome will definitely benefitted them
in future by more clear and customized
Performance Appraisal Practices. The standard
sample size of employees decided for the
research purpose was 300 and total of 468
questionnaires were distributed to the employee
group chosen from the sampled dairy
organization of the study area of Madhya
Pradesh in order to achieve the mark of dully
filled 300 responses of the employees.
One set of fully structured and reliable
questionnaire has been devised to attain the
objective of the study that is to observe the
employees’ satisfaction for the Performance
Appraisal Practices followed in their
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
Source: Primary Data
Table 1: Test of Homogeneity of Variance for type of organization (Public and Private) & number of time individual appraised and satisfaction level for last performance appraisal and PAS
Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
Types of Organization (Public and Private) 1.463 1 298 .228
Times individual appraised .878 4 145 .479
Levene’s Test for Equality of Variance is
performed to test condition that the variances of
both samples are equal or not. A high value
results normally in a significant difference, and
in Table 1 presented above for the Types of
Organization (Public and Private) the sig. is .228
which is quite higher than 0.05 which could
interpret as no equal variance observed for the
samples and for Times individual appraised
resulted sig. =.479, which could also interpret as
no equal variance for the frequency individual
appraised in the organization.
65
organization. The data obtained through
questionnaire were analyzed by using
appropriate statistical tools. After collecting the
required data, Statistical Package for the Social
Sciences (SPSS) version 21 has been used for the
purpose of processing and analysis of the
results.
In order to investigate the impact of type of
organization (Public and Private) and number of
time individual appraised in tenure with the
organization on their satisfaction level for their
last performance appraisal and for entire
performance appraisal system of the
organization following hypotheses were
formulated:
H : There is no significant difference in o1
employee respondents’ satisfaction for their last
performance appraisal and for entire
performance appraisal system of the
organization of Public milk organization
(Bhopal Sahakari Dugdha Sangh Maryadit) and
Data Analysis and Interpretation
To compare the means of satisfaction level of
employees of both the part ic ipat ing
organization One-Way ANOVA test was used
as this test is the most appropriate method to
compare the means of two of more groups with
the same mean score value. Consequences of
impact of type of organization (Public and
Private) and number of time individual
appraised in their tenure with the organization
on their satisfaction level for their last
performance appraisal and for entire
performance appraisal system were presented
below:
Private Milk Organization (Anik Industries
Limited).
H : There is no significant difference in o2
appraised employee respondents’ satisfaction
for their last performance appraisal and for
entire performance appraisal.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
66
Table 2: One Way ANOVA for type of organization (Public and Private) & number of time individual appraised and satisfaction level for last performance appraisal and PAS
ANOVA
Sum of Squares df Mean Square F Sig.
Types of Organization
(Public and Private)
Between Groups .033 1 .033 .030 .863
Within Groups 161.141 298 1.089
Total 161.173 299
Times individual
appraised
Between Groups .581 5 .581 .262 .610
Within Groups 328.919 294 2.222
Total 329.500 299
Source: Primary Data
The Table 2 presented above showed the
variation (Sum of Squares), the degrees of
freedom (df), and the variance (Mean Square)
for the within and the between groups, as well as
the F value (F) and the significance of the F (Sig.).
Sig. value indicates whether the null hypothesis,
the population means are all equal or not and
has to be rejected or not. If the sig. value is less
than 0.05 than the difference between the means
are significant else insignificant difference exists
between the mean scores.
For the Types of Organization (Public and
Private), there is good difference between the
two Mean Squares (.033 and 1.089) which
resulted in an insignificant difference (F = .030;
Sig. = 0.863). The Sig. value is higher than the Sig.
level of 0.05. This means that H01 must be
accepted which stated that there is no significant
difference in employee respondents’ satisfaction
for their last performance appraisal and for
entire performance appraisal system of the
organization of Public milk organization
(Bhopal Sahakari Dugdha Sangh Maryadit) and
Private Milk Organization (Anik Industries
Limited).
For the Times individual appraised, there is
good difference between the two Mean Squares
(0.581 and 2.222) and resulted in an insignificant
difference (F = .262; Sig. = 0.610). The Sig. value is
higher than the Sig. level of 0.05. This means that
H02 must be accepted which states that there is
no significant difference in appraised employee
respondents’ satisfaction for their last
performance appraisal and for entire
performance appraisal.
Thus from the acceptance of both the null
hypotheses it could conclude that type of
organization (Public and Private milk
organization) & number of time individual
employee appraised does not affect the
satisfaction level for last performance appraisal
and for the Performance Appraisal System of the
organization it is because common attributes are
shared in PA in most of the organization is
employee perception in influenced by it.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
67
Table 3 presented above indicated Descriptive
Statistics of presented characteristics of
employee respondents of the participating milk
organizations of Madhya Pradesh. By the data
values presented in the table it could interpret
that total number (N) of employee respondents
participated in the research and filled the
questionnaire and also preferred for the study
purpose were 300. Standard deviation values
defined the coverage variation in the responses
collected from the respondents, a good value or
high value of standard deviation presents wide
coverage and variation among the responses of
respondents, which confirms the quality of the
data and confirms the normal distribution of the
responses. The Standard Deviation values with
the mean value for type of organization class is
(0.50 ± 0.50), for appraised in tenure class is (2.59
± 1.51), for experience in dairying (2.76 ± 0.96),
for experience in present job (2.59± 1.06) and for
grade of respondent class (2.78 ± 1.35). Mean and
Standard Deviation values of all the listed five
demographic variables of the employee
respondents showed good variation which
confirmed that while approaching the
respondents for collecting their responses for
the Performance Appraisal Practices or System
followed in their organization a good variation
in the responses of the employees was observed.
Higher variation in the values of the standard
deviation confirms the good quality of the data.
Skwness values of the descriptive statistics
measures the degree and direction of
asymmetry of the data. If the mean value is less
than the median value than Skewness will be
negative else it will be positive, thus this value
helps to know the normal distribution of data
values. From the Table 3 negative Skewness was
observed for appraised in tenure (-.406), for
experience in dairying class (-.060), for
experience in present job (-.070) and for all other
remaining demographic characteristics
Skewness is found positive.
Table 3: Descriptive Statistics of Presented Characteristics of Employee Respondents
Descriptive Statistics
N Mean Std. Deviation Variance Skewness
Statistic Statistic Statistic Statistic Statistic Std. Error
Type of the Organization 300 .5000 .50084 .251 .000 .141
Appraised in Tenure 300 2.5933 1.51953 2.309 -.406 .141
Experience in Dairying 300 2.7667 .96367 .929 -.060 .141
Experience In Present Job 300 2.5900 1.06725 1.139 -.070 .141
Grade of Respondent 300 2.7867 1.35176 1.827 .238 .141
Valid N (listwise) 300
Source: Computed Data
Conclusion
Performance Appraisal practices should be
opted by all the organizations as their integral
HRD practices, as a good performance appraisal
system resulted into the good productivity of
the employees and overall associated with the
organizational growth. In the selected dairy
organizations of the Madhya Pradesh (Bhopal
Sahakari Dugdha Sangh Maryadit and Anik
Industries Limited) the Performance Appraisal
practices were in execution and several benefits
were derived by the practices followed. After
comparative assessment of employees
satisfaction it was observed that as the PA
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
68
practices standards were commonly followed
by the HR in organization so specifically due to
the attributes commonalities no significant
difference was observed in employee
respondents’ satisfaction for their last
performance appraisal and for entire
performance appraisal system of the
organization of Public milk organization
(Bhopal Sahakari Dugdha Sangh Maryadit) and
Private Milk Organization (Anik Industries
Limited). And the same conclusion was drawn
with no significant difference in appraised
employee respondents’ satisfaction for their last
performance appraisal and for entire
performance appraisal. So overall it could
conclude that while measuring the satisfaction
of employees for PA practices their perception is
significantly affected with the characteristics of
the PA system so PA should be customized
according to the organizational structure and
type.
References
Anand, R., N. Kumar, and V. Tulin, (2016).
Understanding India's Food Inflation
Through the Lens of Demand and Supply, in
R. Anand, and P. Cashin, eds., Taming
Indian Inflation: Washington, IMF
Publications, p. 75-111.
Basu, T., (2015). Surplus powder stocks to keep
milk prices stable in North, The Hindu
Businessline, Kasturi & Sons.
Bhattacharya, R., N. Rao, and A. S. Gupta, (2014).
Understanding Food Inflation in India, ADB
South Asia Working Paper Series, Manila,
Asian Development Bank.
Bryman, A., Bell, E. (2003), “Business Research
Methods”, Oxford University Press, Oxford,
UK.
Galukande, E., H. Mulindwa, M. Wurzinger, R.
Roschinsky, A. O. Mwai, and J. Solkner,
(2013). Crossbreeding cattle for milk
production in the tropics: achievements,
challenges and opportunities: Animal
Genetic Resources, v. 52, p. 111-125.
Lagos, E. J., and V. Intodia, (2015). India and
Dairy Products Annual 2015, GAIN Report,
Washington, USDA Foreign Agricultural
Service.
Longenecker C., Caldwell L, (2014),"Current U.
S. trends in formal performance appraisal:
practices and opportunities – Part One",
Industrial and Commercial Training, Vol. 46
Iss 6 pp. 321 – 326.
Punch K (2005) Introduction to Social Research:
Qualitative and Quantitative Approaches
(2nd Ed.) Sage Publications Ltd.: London.
Future Studies Recommendations
As the study in confined to study the satisfaction
of selected dairy organization’s employees for
the PAS, but future studies may focus on
comparative assessment for the PAS for
different industries. A study over the difference
in the models followed by different industries
for PAS and related satisfaction of employees
may help to know that which PA practice is
comparatively good and must be followed by
the other industries of the same domain. More
demographic variables impact on the
satisfaction level of the employees can be
assessed which can lead to measure the
significant of personal characteristics on
employee perception.
Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2
Publications
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1. ETHICS AND INDIAN ETHOS IN MANAGEMENT - TEXT AND CASES Author : Prof. N.M. Khandelwal (ISBN 978-93-5104-465-9)
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