y?kq vuqla/kku ifj;kstuk manoj sharma... · mkw- eukst dqekj “kekz i^^mihkksdrk czkam ilun o;ogkj...

International Journal of Marketing & Financial Management, Volume 3, Issue 09, Sep-2015, pp 01-142,

ISSN: 2348 –3954 (Online) ISSN: 2349 –2546 (Print), Impact factor: 0.98

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y?kq vuqla/kku ifj;kstuk

(MINOR RESEARCH PROJECT)

^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu

(ekjokM+ {ks= ds mIkHkksDrkvksa dk v/;;u)** “UPBHOKTA BRAND PASAND VYAVHAR : NAHANE KE SABUN

(MARWAR KSHETRA KE UPBHOKTAO KA ADHYAYAN)”

UGC Vide File No. MH-12 / 302061 / 12-13 / CRO

COMMERCE(BUS.ADMN.)

eq[; vUos’kd

(PRINCIPAL INVESTIGATOR)

MkW- eukst d qekj “kekZ

O;kolkf;d iz”kklu foHkkx

,l-ih-;w- ¼ih-th-½ dkWyst

Qkyuk ¼ikyh½ jktLFkku

[l= 2011&12 rd egf"kZ n;kuUn ljLorh fo'ofo|ky; vtesj ls lEc)]

[l= 2012&13 ls t;ukjk;.k O;kl fo'ofo|ky;] tks/kiqj ls lEc)]

fo”ofo|ky; vuqnku vk;ksx

MkW- eukst d qekj “kekZ I^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu

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(2014)

DECLARATION

I declare that the work done in this Project/thesis entitled

- UPBHOKTA BRAND PASAND VYAVHAR : NAHANE

KE SABUN (MARWAR KSHETRA KE UPBHOKTAO KA

ADHYAYAN)” is an original work and has not been

previously submitted for any other degree in this or any

other University I Institution.

Dr.Manoj Kumar Sharma (PRINCIPAL INVESTIGATOR)

Business Administration Deptt.

S.P.U. (P.G.) College,Falna

Pali(Rajasthan)

fnukad % 03-10-2014



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;g iqLrd esjs ije~ iwT; xq:oj]

MkW- vk”kk jkuh xqIrk&MkW- dkes”oj th

,oa esjs ekrk&firk

Jherh lhrk “kekZ&Jh vkse çdk”k th

ds dj deyksa esa lefiZr gSaA

esjs ekxZn”kZd Hkzkrk Jh fnyhi “kekZ

,oa çsj.kkL=ksr Jh çse ;kno]

jkts”k ;kno] lksuh ;kno] uhyw ;kno]

çse esVy oDlZ] fHkokM+h dk fo”ks"k :i ls vkHkkj


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;nk ;nk fg /keZL; XykfuHkZofr HkkjrA

vH;qRFkkue/keZL; rnkRekua l`tkE;ge~ AA

ifj=k.kk; lk/kwuka fouk”kk; p nq’d`rke~ A

/keZlaLFkkiukFkkZ; lEHkokfe ;qxs ;qxs AA

Jhen~Hkxor~xhrk (IV. 7/8)

Whenever there is

Decline of righteousness,

And rise of unrighteousness,

I incarnate myself

To protect the virtuous

And to destroy the wicked,

From Age to Age.

Geeta (IV. 7/8)



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izLrkouk

( Preface )

orZeku rhoz izfrLi}kZRed ;qx esa izR;sd O;olk;[email protected]ÙkkZ ds fy;s egRoiw.kZ

,oa loksZifj dk;Z gksrk gS xzkgdksa ds ckjs esa iw.kZ tkudkjh izkIr djuk D;ksafd leLr

O;kolkf;d fØ;kvksa dk dsUnz fcUnq xzkgd gksrk gSA foi.ku vuqla/kkudÙkkZ@ vUos’kd

ds fy;s miHkksDrkvksa ds O;ogkj dk v/;;u foi.ku dh n`f"V ls ,oa lkekftd n`f"V ls

vR;Ur gh egRoiw.kZ dk;Z gSA czkaM dh ilUn miHkksDrkvksa ds O;ogkj dk ,d egRoiw.kZ

vax gS ftlls ge ;g irk yxk ldrs gS fd cktkj esa miyC/k czk.Mksa esa ls loksZifj

dkSu lh gS A orZeku le; esa fuekZrkvksa@mRikndksa ds }kjk fuR; ubZ fofHkUu oLrq,a

vusd czk.Mksa ds ek/;e ls miHkksDrk rd igaqpkbZ tk jgh gS] lkcqu Hkh mUgha esa ls ,d

gS] ftlds lanHkZ esa vusd dEifu;ksa us Lo;a dks LFkkfir dj fy;k vkSj dqN izos'k dj

jgh gSA

miHkksDrkvksa dk Ø; fu.kZ; ges'kk dbZ rRoksa ls izHkkfor gksrh gS tks fd vU; czkaM

dh vis{kk ,d fo'ks"k czkaM dh oLrq Ø; djus ds fy, izsfjr djrk gSA vr%

foi.kudÙkkZvksa ds fy;s ;g ,d vPNk fo"k; gS ftlesa fujUrj 'kks/k dh vko';drk gSA

bUgha lHkh igywvksa dks /;ku esa j[kdj ^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu

(ekjokM+ {ks= ds miHkksDrkvksa dk v/;;u)** fo"k; dk p;u ifj;kstuk ds fy;s fd;k

x;k gS] rkfd foi.ku {ks= esa Hkfo"; ds fy, vk/kkj rS;kj dj ldsaAorZeku ifjizs{; esa

;g v/;;u u dsoy lkcqu dEiuh ds fuekZrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g

cktkj vuqla/kkdÙkkZvksa vkSj forjdksa ds fy, Hkh ykHkizn gksxkA tgk¡ rd lEHko gks ldk

;g iz;kl fd;k x;k fd v/;;u vf/kd izHkko'kkyh ,oa lR;rk ds fudV gksA


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bl ifj;kstuk dks rS;kj djus eas izR;{k ,oa ijks{k :Ik ls vusd fo”ofo|ky;ksa

ds f”k{kkfonksa] izksQsllZ] dkWyst izk/;kidksa] izcU/kdksa] O;kikfj;ksa ,oa okf.kfT;d laLFkkuksa

ds fopkjksa ,oa lq>koksa dks /;ku esa j[kk x;k gSaA



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fo"k; lwph

v/;k; fooj.k i`"B la[;k

I. ifjp; 08-41

II. vuqla/kku dk;Z&fof/k 42-61

III. mÙkjnkrkvksa dh :ijs[kk 62-84

IV. izR;qÙkjksa dk fo'ys"k.k 85-106

V. ifjdYiuk dh tk¡p 107-125

VI. fu"d"kZ 126-136

ifjf'k"V 137-148

(a) vuqlwph

(b) lanfHkZdk

***********


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v/;k; & I

ifjp;

(INTRODUCTION)

izLrqr v/;k; esa lkcqu czk.M dh Ik`"BHkwfe] Ø; izfØ;k] O;olk; ,oa miHkksDrk

ojh;rk] Ø; izsj.kk;sa] Ø; O;ogkj dks izHkkfor djus okys ?kVd] czk.M ilUn ,oa

miHkksDrk O;ogkj] Øsrk O;ogkj ds fl}kUr rFkk Hkkjrh; lanHkZ esa miHkksDrk Ø; O;ogkj

vkfn dk lekos'k fd;k x;k gS:

1-i`"BHkwfe

(THE BACKDROP)

miHkksDrk mRiknksa dk oxhZdj.k muds iz;ksx ,oa thou dky ds vk/kkj ij fd;k

tk ldrk gSA bl n`f"V ls oLrqvksa dks nks Jsf.k;ksa esa fVdkÅ ,oa vfVdkÅ oLrqvksa ds

:i esa foHkDr fd;k tk ldrk gSA ugkus ds lkcqu vfVdkÅ oLrq dh Js.kh esa lEefyr

fd;s tkrs gS] blds vfrfjDr ge bls lqfo/kk mRikn Hkh dg ldrs gSA lkcqu dh

vko';drk orZeku esa vfuok;Z gksrh tk jgh gS ftls fuEu Js.kh ls ysdj mPp Js.kh

rd ds O;fDr;ksa }kjk iz;ksx esa yk;k tk jgk gSA izkphu dky esa O;fDr;ksa dh bPNk,a

,oa vko';drk,¡ lhfer Fkh] vr% og dqN gh oLrqvksa ls vius vki dks lUrq"V dj ysrs

Fks] ysfdu /khjs&/khjs le; esa ifjorZu gqvkA vk/kqfud ;qx xfr'khy ;qx gS] ftlesa

izfr{k.k vusd ifjorZu gks jgs gS] miHkksDrk dh vko';drk,¡ ,oa bPNk,¡ ifjofrZr gks

jgh gSA ifj.kkeLo:Ik O;kolkf;d laxBuksaa dks Hkh mlh ds vuq:Ik ifjorZu] ubZ oLrq,a]

uokpkj vkfn djus gksrs gSA lkcqu ds foi.ku gsrq O;kid foi.ku uhfr dks viukuk

gksrk gS] dher Hkh de j[kuh gksrh gS vkSj xzkgdksa dks czk.M tkx:d cukuk vko';d

gks tkrk gSA



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lkcqu ns”k esa fczVh”k 'kkludky ds nkSjku yhoj cznlZ }kjk Hkkjr esa izLrqr fd;k

x;k Fkk A rRi”pkr lkcqu baXyS.M+ ls vk;kr fd;k x;k ,oa Hkkjr esa foi.ku fd;k

x;k Fkk A lcls igys LFkkuh; lkcqu 1918 ds vkl&ikl dksphu] dsjy esa Jh

te”ksnth VkVk }kjk LFkkfir fd;k x;k FkkA lkcqu n s”k ds yksxksa ds thou dk ,d

egÙoiw.kZ fgLLkk cu x;k gSa A vkt Hkkjr ds lcls fodflr cktkjksa esa lkcqu cktkj Hkh

gSa ,oa dbZ cgqjk"Vªh; ,oa ?kjsyw daifu;ksa dk cksyckyk gSa A Hkkjr ds lcls yksdfiz;

lkcqu czkaM+ yDl] yk;QckW;] fujek] czht] flUFkkWy] fyfjy] jsDlksuk] ih;lZ] MsVkWy ,oa

f”kdkdkbZ vkfn izeq[k gSaA loZizFke ;g ns”k ds dsoy 'kgjh {ks=ksa rd gh lhfer Fkk]

ijUrq vc ns”k ds lHkh nqjLFk LFkkuksa rd igq¡p cuk;s gq;s gSa ftldk izeq[k dkj.k Hkkjr

esa bu mRiknksa dh c<+rh ek¡x] c<+rh tula[;k] LoPNrk ,oa vk; Lrj esa o`f) dk gksuk

gSa A

Hkkjrh; lkcqu cktkj ds izeq[k fnXxt fgUnqLrku yhoj fyfeVsM] xksnjst ,oa

fujek gSaA bu rhuksa daifu;ksa dk Hkkjrh; cktkj ij 88 izfr”kr fgLlsnkjh gSaA fgUnqLrku

yhoj fyfeVsM ds izeq[k lkcqu czkaM yDl ,oa yk;QckW; gSA bldh izfr;ksxh daiuh

fujek Hkkjr esa ,d 'kh"kZ lkcqu czkaM esa ls ,d gSaA tks Hkkjr ds lkcqu cktkj esa 15

izfr”kr fgLlk j[krh gSaA Hkkjr dh 'kh"kZ lkcqu czkaM daiuh dk izkFkfed mís”; 'kgjh

miHkksDrk ds lkFk&lkFk xzkeh.k miHkksDrkvksa dh la[;k esa o`f} djuk gSa tks fd dqy

tula[;k dh 70 izfr”kr gSa A Hkkjr esa ?kjsyw miHkksDrk 98 izfr”kr gSaA lekt ds lHkh

oxZ ds O;fDr;ksa }kjk lkcqu czaakM+ksa dk mi;ksx fd;k tkus yxk gSa tks dh czkaM dh

yksdfiz;rk ds vk/kkj ij Øec} gSaA dqN czkaM daifu;k¡ de vk; okys miHkksDrk rFkk

xzkeh.k {ks= ds miHkksDrk ds fy;s fo”k s"k NwV uhfr rFkk foi.ku O;wg jpuk dk iz;ksx dj

c<+r cuk;s j[kus dk iz;kl dj jgh gSaA

lu~ 1981 vkSj 1985 ds chp bu mRiknksa dh ekax yxkrkj c<+rs jgus ds dkj.k

dbZ ckj vkiwfrZ dh deh gks xbZA lu~ 1987 esa lkcqu cukus esa mi;ksx vkus okys rsy

vkSj nwljs dPps eky esa egRoiw.kZ ewY; ifjorZu vk;k vkSj dhersa Å¡ph gks xbZA bl


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rjg rS;kj lkcqu mRikn ds ewY; esa dkQh o`f} gqbZA lkcqu fuekZrk bdkbZ;ksa dh la[;k

fnu&izfrfnu c<+rh gh xbZA orZeku esa ;gk¡ dbZ lkoZtfud {ks= ,oa futh {ks= dh

dEifu;k¡ bl O;olk; esa layXu gS] ftuesa fgUnqLrku yhoj fy-] xksnjst] oh-oh-,Q-fy-

]fujek fyfeVsM bR;kfn izeq[k gSA tgk¡ rd ubZ dEifu;ksa dk loky gS os miHkksDrkvksa

dks vkdf"kZr djus ,oa ekax esa o`f} djus ds fy, mPp fdLe dh lkcquksa dk fuekZ.k dj

jgh gSA

fgUnqLrku yhoj fyfeVsM 17 vDVwcj 1933 dks eqEcbZ esa ,d dEiuh ds :i esa

vfLrRo esa vkbZ vkSj 27 vDVwcj 1956 dks ,d lkoZtfud fyfeVsM dEiuh ds

:i esa ifjofrZr gks xbZA fgUnqLrku yhoj fyfeVsM dk iqjkuk mRikn gS ^^ykbQckW;**

ugkus dk lkcquA bl dEiuh us ^^ykbQckW; xksYM** rFkk ^^ykbQckW; ilZuy** czk.M

cukdj VsªfMax vi }kjk mRikn J`a[kyk dks cuk fn;kA gky gh esa ^^ih;lZ** lkcqu ds

dbZ o"kZ iqjkus jax dks cnydj vc gjk fd;k x;kA dkWyxsV ikevkWfyo dEiuh us lu~

1960 esa vius u;s lkcqu dk ijh{kkRed foi.ku fd;kA lu~ 1985 ds nkSjku fgUnqLrku

yhoj fyfeVsM us ugkus ds lkcqu ^^SKI** dk cktkj ijh{k.k fd;kA lu~ 1986 ds

'kq:vkr esa ^^yDl** lkcquksa dks cktkj esa mrkjk x;k vkSj mls cktkj esa dkQh vPNh

izfrfØ;k feyh vkSj jk"Vªh; czk.M cu x;kA lu~ 1987 esa mfpr ewY; okys czk.M ^^czht**

,oa ^^ykbQckW;** cktkj esa izLrqr fd, x,A vkt cktkj esa vusdksa lkcqu ns[kus dks

feyrs gS ftuesa yDl] fujek] fyjhy] uhe] xksnjst uEcj ou] flUFkk¡y bR;kfn izeq[k

gSA blds vfrfjDr vusd fons'kh lkcqu tSls%& flYd lkSan;Z lkcqu (nqcbZ)] Dew ÝqV

lksi (b.Mksusf'k;k) vkfn miyC/k gSA lkcqu dh ekax u dsoy 'kgjh {ks=ksa esa cfYd

xzkeh.k {ks=ksa esa Hkh ns[kus dks feyrh gSaA ,d v/;;u ls irk pyrk gS fd 'kgjh {ks=

dh rqyuk esa xzkeh.k {ks= dh ekax ugkus o diM+s /kksus ds lkcqu ds fy, 50 izfr'kr ls

vf/kd gSA

izR;sd fuekZrk vius czk.M dks fof'k"V y{k.kksa] u;s&u;s ifjorZuksa] ubZ jhfr&i)fr

dh lgk;rk ls ifjorZu djus dh dfBu ls dfBu dksf'k'k djrk gS ftlls mUgas



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ljyrk ls igpkuk tk lds vkSj Lo;a ds czk.M dk vU; czk.M ls Hksn dj lds] rkfd

xzkgdksa ds efLr"d esa ,d fof'k"V Nfo ,oa igpku dks tUe fn;k tk ldsA miHkksDrk

ds le{k vusd czk.M miyC/k gksus ds dkj.k og Ø; fu.kZ; ds le; czk.M dks ilUn

djus esa dfBukbZ eglwl djrk gSA bl rjg orZeku esa fuekZrkvksa }kjk tks O;wg&uhfr

cukbZ tk jgh gS] muesa dqN Li"V fØ;kRed y{k.kksa] ewrZ ykHkksa vkSj euksoSKkfud igyqvksa

vkfn ij izdk'k Mkyk tk jgk gSA

izR;sd foØsrk mu rRoksa esa :fp j[kus okyk gksrk gS ftuls Øsrk mlds czk.M dh

vkSj vkdf"kZr gksrs gS] ;g czk.M ds xq.k] dher] jax vkfn rRoksa ij fuHkZj djrk gSA

izR;sd fuekZrk ;g tkuus esa :fp j[krk gS fd miHkksDrk czkaM ilUn O;ogkj dks izHkkfor

djus okys fofHkUu rRo ;k dkjd dkSuls gSA izLrqr fun'kZu losZ{k.k ;g tkuus ds fy,

fd;k x;k gS fd D;k fofHkUu dkjd vFkok rRo miHkksDrk czkaM ilUn O;ogkj dks

izHkkfor djrs gSA

2- Ø;&izfØ;k

(BUYING PROCESS)

Ø; izfØ;k }kjk Hkh Øsrk&O;ogkj dks tkuk tk ldrk gS vkSj rnuqdwy foi.ku

uhfr;ksa@ dk;ZØeksa esa la'kks/ku fd;s tk ldrs gSA Ø;&izfØ;k esa dbZ pj.k lfEefyr

gS vkSj ;g ,d O;fDrxr&euksoSKkfud <k¡ps (vfHkiszj.k] vocks/ku] KkuktZu] fo'okl

vkSj eukso`fÙk;ksa dk ;ksx) ls izHkkfor gksrh gSA Ø;&izfØ;k ds fofHkUu pj.k fuEukuqlkj

gS%

(i) vko';drk dk Kku (Need Recognition):

Ø;&izfØ;k okLrfod Ø; djus ds le; ls cgqr igys gh vkjEHk gks tkrh gSA

bldk izFke pj.k vko';drk ds Kku ds lkFk 'kq: gksrk gS] ,slk Kku Øsrk dks

Hkhrjh&ckgjh iszj.kk ls izkIr gks ldrk gSA Hkw[k] I;kl] uhan vkfn ls lEc} vko';drk,¡

Hkhrjh izsj.kkvksa ls iSnk gksrh gS vkSj euq"; budh lUrqf"V gsrq vius iwoZ vuqHkoksa ds


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vk/kkj ij fuf'pr Js.kh dh oLrqvksa ds izfr >qdko izdV djrk gSA dbZ ckj O;fDr;ksa

dks vko';drk dk Kku ckgjh okrkoj.k ls Hkh izkIr gksrk gSA bPNk ;k vko';drk

ftruh rhoz gksrh gS] og mruh nh?kkZof/k rd cuh jgrh gS vkSj tc rd oLrq u [kjhn

yh tk, rc rd ruko iSnk djrh gSA

(ii) lwpukvksa dh [kkst (Search of Information):

;g Ø;&izfØ;k dk f}rh; pj.k gS] tks oLrq ds okLrfod Ø; ds fy, oLrq ls

lacaf/kr vko';d tkudkjh izkIr djus ds iz;klksa ds lkFk 'kq: gksrh gSA ;fn Øsrkvksa

dh vko';drk cgqr rhoz gS] iwfrZ ls lacaf/kr oLrq fuf'pr gS vkSj iwfrZ L=ksr etcwr gS

rks Øsrk rRdky gh ogk¡ ig¡qp dj vko';drk dh lUrqf"V gsrq [kjhn djsxkA ;fn ge

;g ekudj pys fd vko';drk esa rhozrk gS vkSj iwfrZ L=ksr Hkh Øsrk dh igq¡p esa gS]

fdUrq Øsrk oLrq dk fu'p; ugh dj ikrk gS] ,slh n'kk esa Øsrk oLrq fu/kkZj.k gsrq

vko';d tkudkjh dh [kkst djsxkA

(iii) ewY;kadu O;ogkj (Evaluation Transaction):

;g Ø;&izfØ;k dk r`rh; pj.k gSA bl pj.k ij Øsrk mudh vko';drkvksa dh

iwfrZ dj ldus okyh oLrqvksa ls lEc} fofHkUu ,df=r lwpukvksa dk fo'ys"k.k ,oa

ewY;kadu djrs gS rkfd Ø; fu.kZ; dh fLFkfr ij igq¡p ldsA O;ogkj esa] Øsrkvksa

}kjk lwpukvksa ds ewY;kadu dk dk;Z fofHkUu rjhdksa ,oa :iksa esa fd;k tkrk gSA orZeku

esa miHkksDrkvksa }kjk oLrqvksa ls lEc} lwpukvksa ds ewY;kadu gsrq vusd ekWMYl Hkh dke

esa fy;s tkrs gSA ;s ekWMYl oLrqvksa dh izkFkfedrk,¡ fuf'pr djrs gSA

(iv) Ø; fu.kZ; (Buying Purchases Decision):

;g Ø;&izfØ;k dk prqFkZ pj.k gSA Øsrk bl pj.k ij ml oLrq dks [kjhnus dk

bjknk izdV djrk gS ftls mlus viuh Ø;&izkFkfedrkvksa esa izFke LFkku fn;k gSA Øsrk

ds Ø; bjkns dks lkekftd ?kVd vkSj vuqekfur Hkkoh fLFkfr;k¡ izHkkfor djrh gSA

mRikn Ø; ls xzg.k dh tkus okyh tksf[ke dh ek=k Hkh Ø; bjkns dks izHkkfor djrh



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gSA ;fn ,slh tksf[ke de gks rks Ø; bjknk vis{kkd`r cgqr de vFkok fcYdqy Hkh

izHkkfor ugh gksxkA

(v) Ø;ksijkUr Hkkouk,¡ (Post Purchase Feelings):

;g Ø;&izfØ;k dk vfUre pj.k gS tks Øsrk dh n`f"V ls egRoiw.kZ ekuk x;k gS

D;ksa fd [kjhnh xbZ czk.M dk izHkko Hkkoh [kjhn ij gksrk gS vFkkZr~ mÙkjorhZ czk.M

izkFkfedrk dks izHkkfor djrk gSA ;fn Øsrk [kjhnh xbZ czk.M ls iw.kZr% lUrq"V gS rks

,slh larqf"V mldh czk.M izkFkfedrk dks lqn`<+rk iznku djrh gSA blds foifjr ;fn

Øsrk dk vuqHko lq[kn ugh jgk gS rks og Hkkoh Ø; ds le; czk.M izkFkfedrk ij

iqufoZpkj dj ldrk gS vFkok vius izkFkfedrk lewg esa ls ml czk.M dks lnk ds fy,

fudky ldrk gSA

3- O;olk; ,oa miHkksDrk ojh;rk

(BUSINESS AND CONSUMER PREFERENCE)

vk/kqfud le; esa miHkksDrkvksa dh bPNkvksa vFkok vkdka{kkvksa dh iwfrZ gsrq fofHkUu

mRikn vusd jaxksa o 'kSyh esa izLrqr fd;s tkrs gSA vk/kqfud foi.kd O;wg&jpuk }kjk

mRikn ds ewyHkwr xq.kksa dks cuk, j[krs gq, vius mRikn dks nwljs izfrLi/khZ mRikn ls

fHkUu cukus dk iz;kl djrk gSA bls MCY;w- ,yMjlu ^fof'k"V ykHk dh [kkst* dh laKk

nsrs gSA1 vr% O;olk; dh lQyrk gsrq lexz foi.ku ;kstuk,¡ ,oa uhfr;k¡

xzkgdksUeq[kh gksuh pkfg,A2 dksbZ Hkh nks O;fDr iw.kZr;k leku ugha gksrs gS] O;fDr vk;]

is'ks] f'k{kk] vk;q] :fp] vfHk:fp] ilanxh] jgu&lgu vkfn n`f"V ls ,d nwljs ls dkQh

fHkUu gksrs gSA3 ;g tkuuk gh i;kZIr ugha gS fd vusd mRiknksa es ls fdl mRikn dks

miHkksDrk lcls vf/kd ilan djrk gS] ;g tkuuk Hkh ije~ vko';d gS fd miHkksDrk

mRikn ds fdu xq.kksa dks vf/kd ilan djrk gS vkSj fdu xq.kksa dks ukilan djrk gSA4

O;kolkf;d izfr"Bku dh izcU/k O;oLFkk gsrq mRrjnk;h O;fDr dh miHkksDrk O;ogkj dks

le>us esa fof'k"V :fp gksrh gSA laLFkk ds mRiknd ,oa forj.k ;ksX; lalk/kuksa dks


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miHkksDrk dh ekax ds vuq:i cukuk izca/kdksa dk dk;Z gSA ;fn laLFkk fu/kkZfjr mís';ksa

dks izkIr djuk pkgrh gS rks mls miHkksDrk vkSj O;kikfjd laLFkk ds chp ds vkarfjd

lEca/kksa dks le>uk pkfg,A mRikndksa dh vk/kqfud ih<+h miHkksDrkvksa dh vko';drkvksa

dh tkudkjh djus esa :fp j[krh gS rHkh os mudh vko';drkvksa ds vuq:i mRikn

fufeZr djrs gSA os ;g eglwl djrs gS fd bl izdkj ds mRikn csps tk, ftlls u

dsoy miHkksDrkvksa dks lUrqf"V feys cfYd fuekZrkvksa dks Hkh ykHk gksA

blds fy, mRikn ds mu fofHkUu xq.kksa dh izkFkfedrkvksa dk oxhZdj.k fuf'pr

fd;k tkuk pkfg, tks fd mRikn esa vko';d :i ls gksuh pkfg,] tSls fd mRikn dk

yEcs le; rd mi;ksxhiu gksuk] fVdkÅiu] Hkkjhiu] vPNh fdLe vkfn dk gksukA tc

bl izdkj ds oxhZdj.k dj fn, tkrs gS rc fefJr y{k.kksa okys mRikn ds vkdkj dk

vuqeku yxk;k tk ldrk gSA5 vk/kqfud vFkZO;oLFkk esa foi.ku izfrLi/kkZ bruh vf/kd

vfuf'pr ,oa vfLFkj fØ;k gks xbZ gS fd foi.ku j.kuhfr dk fu.kZ; djrs le;

miHkksDrkvksa dh izkFkfedrkvksa dk ewY;kadu djuk vfuok;Zrk cu x;h gSA tsEl ,Q-

,xy dk er gS fd miHkksDrk dh izkFkfedrkvksa dk forj.k vkSj miHkksDrk&tula[;k ds

tukafddh (Deomographic) lkekftd ;k O;kogkfjd y{k.kksa ds lkFk rkjrE; gks

tkrk gS rc ,d ,sls lewg dks vyx djuk laHko gks tkrk gS ftlls foi.ku iz;klksa

}kjk ykHk lh/ks gh dek;k tk ldsA6

4- Øsrk bjknksa dk losZ{k.k

(SURVEY of BUYER’S INTENTION)

tc fdlh ?kjsyw miHkksDrkvksa dh Ø; bPNkvksa ;k bjknksa ds ckjs esa irk yxkus

dk iz;kl fd;k tkrk gS rc vusd leL;k;sa lkeus vkrh gSA izFke mudk fo'oluh;

lk{kkRdkj vkSj fun'kZu ,d cgqr gh dfBu vkSj [kphZyk dk;Z gSA tSlk fd v/;;u

Li"V djrs gaS fd miHkksDrk dh Ø; bPNk esa vfLFkjrk vkSj cktkj esa miyC/k fofHkUu

fodYiksa ds izLrqr gksus ij Ø; ilanxh dh vleFkZrk bl iwokZuqekfur rduhd dh



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mi;ksfxrk dks izfrcaf/kr djrh gS vkSj mRiknksa dh Åaph dherksa o nh?kZdkyhu ;kstukvksa

dh mi;ksfxrk dks Hkh lhfer djrh gSA

fe'ku fo'ofo|ky; ds losZ{k.k 'kks/k dsUnz }kjk la?kh; laj{k.k ifj"kn gsrq f}rh;

fo'o;q} ds i'pkr ls gh okf"kZd vk/kkj ij fu;fer :i ls miHkksDrkvksa dk foÙkh;

losZ{k.k fd;k x;kA bl losZ{k.k esa miHkksDrk dh Ø; bPNk ,oa mudh okLrfod Ø;

'kfDr ds chp lEcU/kksa dh tkudkjh ij tk¡p dh xbZA loZs{k.k esa crk;k x;k fd

edkuksa] Lopkfyr l;a=ksa vkSj midj.kksa dh jk"Vªh; ekax esa o"kZ ds nkSjku dksbZ

mRlkgtud o`f} fn[kkbZ ugha nh ftlls fd iwokZuqeku esa lgk;rk fey ldsA bl

v/;;u us 1946&49 esa ;kstukc} vkSj okLrfod [kpksZa esa foHksn dks cryk;kA blesa

iznf'kZr fd;k fd Ø; ;kstukvksa esa lky nj lky le;kuqlkj ifjorZu gksrk vk;k gS]

fdUrq ;g miHkksDrkvksa dh fVdkÅ oLrqvksa vkSj edkuksa dh ekax dks vf/kd ifjorZu ugha

dj ik;k gSA bl izfof/k esa izeq[k leL;k ;g Fkh fd bl o"kZ esa miHkksDrkvksa dh

;kstukvksa esa dkQh QSyko vk;k] D;ksafd miHkksDrk dh ;kstuk,¡ lkekU;r;k vFkok

izk;% detksj ,oa dkQh fuEu Lrj ij gksrh gS ifj.kkeLo:i os vkfFkZd ifjorZuksa ls

vyx&vyx :i ;s izHkkfor gksrh gSA mRikn vkSj mlds ewY; vk'kkvksa ij fuHkZj jgus

ls miHkksDrk cqjh rjg ls izHkkfor gksrk gS ifj.kkeLo:i mudh Ø; 'kfDr esa f'kfFkyrk

vk tkrh gS ;k mRikn vFkok eky ds izfr iw.kZ :i ls vKkurk lekIr gks tkrh gSA

nwljh dfBukbZ tks lk{kkRdkj rduhdksa esa lkeus vkbZ og ;g Fkh fd lk{kkRdkj

ds nkSjku Øsrk dh ;kstuk,¡ okLrfod gS ;k ugha]dHkh Hkh ekywe ughas pyrk gSaA cgqr

de miHkksDrk ,sls gS tks mRikn dks Ø; djus lEca/kh viuh bPNk rqjUr izdV djrs

gSaA czk.M pquko dh izo`fÙk dks izdV djus okys rjhds ls Hkh lk{kkRdkj rduhd izHkkfor

gksrh gSA v/;;u ;s Li"V djrs gS fd de ewY; ds mRikn] miHkksDrk izkFkfedrkvksa ,oa

,sls czk.M ftUgsa os okLro esa Ø; djrs gS] ds vfUre ?kfu"B lEcU/kksa dks iznf'kZr djrs

gSA7


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5- Ø; & izsj.kk;sa

(BUYING MOTIVES)

Ø;&iszj.kk;sa os izHkko vFkok fopkj gksrs gS tks Ø; djus ds fy, izo`Ùk djrs gS]

O;ogkj dks mHkkjrs gSa vFkok oLrqvksa ;k lsokvksa ds Ø; esa p;u dks fu/kkZfjr djrs gSA

fdlh Hkh ekuo ds Hkkoh O;ogkj ds lEcU/k esa dksbZ Hkfo";ok.kh djuk lEHko ugha gksrk]

D;ksafd og fdl ifjfLFkfr esa dSlk O;ogkj djsxk] ;g dguk dfBu gSA pw¡fd Øsrk

vFkok miHkksDrk Hkh ,d euq"; gksrk gS] vr% mlds O;ogkj ds ckjs esa Hkh Hkfo";ok.kh

djuk vFkok iwokZuqeku yxkuk vR;Ur dfBu gSA okLrfodrk rks ;g gS fd izR;sd

xzkgd dk Ø; O;ogkj fHkUu gksrk gSA vr% foØ;dÙkkZ ds fy, O;ogkj esa ;g ekuuk

Bhd ugha gS fd lHkh Øsrk fdlh lkekU; iz;kstu ls iszfjr gksdj gh oLrq dk Ø; djrs

gSA izR;sd lkekU; O;fDr Lofgr esa :fp j[kus okyk gksrk gS vkSj cqf} ds vuq:i

O;ogkj djrk gSA ;gh dkj.k gS fd foi.ku {ks= esa fofHkUu izdkj dh Ø;&iszj.kk;sa vkSj

Ø; O;ogkj fn[kkbZ nsrs gSA Ø;&iszj.kkvksa dks fuEukuqlkj oxhZd`r fd;k tk ldrk gS%

(i) HkkSfrd Ø;&iszj.kk;s a (Physical Buying Motives):

HkkSfrd Ø;&iszj.kk 'kkjhfjd Ø;&iszj.kk ds uke ls Hkh tkuh tkrh gSA HkkSfrd

Ø;&iszj.kk Hkw[k] I;kl] uhan] ;kSu] vkjke] ,oa thou lapkyu ls lac} iszj.kkvksa dks

Lo;a esa lfEefyr djrh gSA tc fdlh O;fDr dk eu HkkSfrd fparkvksa o vko';drkvksa

dks larq"V djus ds fy, fdlh mRikn dks Ø; djus gsrq yypkrk gS] rc ;g dgk tk

ldrk gS fd og viuh HkkSfrd iszj.kkvksa ls iszfjr gqvk gSA

(ii) euksoSKkfud Ø;&iszj.kk;sa (Psychological Buying Motives):

;g izd`frnÙk fo"k; gS vkSj euksoSKkfud n'kkvksa dh fparkvksa ;k rukoksa ls mRiUu

gksrh gSA ;g iszj.kk,¡ fdlh O;fDr dks mldh euksoSKkfud vko';drk dh larqf"V ds

fy, Ø; gsrq iszfjr djrh gSA euksoSKkfud Ø;&iszj.kk;sa O;fDrijd gksrh gS vkSj buesa

xoZ] Hk; vkfn iszj.kkvksa dks lfEefyr fd;k tkrk gSA



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(iii) lkekftd Ø;&iszj.kk;sa (Sociological Buying Motives):

tc dksbZ O;fDr lkekftd Lrj cuk, j[kus ;k ml rd igq¡pus gsrq fdlh

mRikn dks Ø; djrk gS rc tks iszj.kk Ø; djus ds ihNs dk;Z djrh gS og lkekftd

Ø;&iszj.kk,¡ dgykrh gSA lkekftd Ø;&iszj.kk,¡ orZeku ,oa visf{kr lkekftd fLFkfr

ls lac} iszj.kkvksa dk lewg gksrh gSA

(iv) vftZr Ø;&iszj.kk;sa (Acquired Buying Motives):

;g ,d lh[kus dh iszj.kk gS tks Øsrkvksa ds vkl&ikl ds okrkoj.k ls lEcaf/kr

gksrh gS] bUgsa xkS.k vFkok lgk;d Ø;&iszj.kk,¡ Hkh dgk x;k gSA miHkksDrkvksa dks bu

Ø;&iszj.kkvksa dk fodkl djuk gksrk gSA bu Ø;&iszj.kkvksa esa lkSUn;Z] fdLe] ykHk o

ferO;;rk dks lfEefyr fd;k tkrk gSA miHkksDrkvksa dks buesa feyus okyh larqf"V gh

bu iszj.kkvksa dk ewY;kadu vk/kkj curh gSA bu Ø;&iszj.kkvksa ij lkekftd&vkfFkZd

fLFkfr;k¡ vkSj f'k{kk Lrj egRoiw.kZ izHkko Mkyrs gSA

(v) vUroZÙkhZ Ø;&iszj.kk;sa (Inherent Buying Motives):

vUroZrhZ Ø;&iszj.kk;sa] ,slh iszj.kk;sa gS ftUgsa lh[kuk ugha iM+rk gSA blds foijhr

;s iszj.kk;sa gj Øsrk esa tUe ls gh fo|eku gksrh gSA bu Ø;&iszj.kkvksa dks izkFkfed

Ø;&iszj.kk;sa Hkh dgk tkrk gSA bu iszj.kkvksa esa HkkSfrd] euksoSKkfud] lkekftd

vko';drkvksa dks iwjk djus gsrq vko';d oLrqvksa ,oa lsokvksa dh [kjhn dks izksRlkfgr

djus okyh iszj.kkvksa dks lfEefyr fd;k tkrk gSA lqj{kk] vkjke] iz'kalk] I;kl vkfn ls

lac} iszj.kk;sa vUroZÙkhZ Ø;&iszj.kk;sa gSA

(vi) mRikn Ø;&iszj.kk;sa (Product Buying Motives):

mRikn Ø;&iszj.kk;sa] os iszj.kk;sa gS tks fdlh fof'k"V mRikn dh [kjhn gsrq

izksRlkfgr djrh gSA ,slk izksRlkgu ml fof'k"V oLrq ds HkkSfrd vFkok euksoSKkfud

vkd"kZ.kksa ls mRiUu gksrk gSA vr% ;s iszj.kk;sa] mRikn dh fo'ks"krkvksa vkSj xq.kksa ls


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lEcaf/kr gksrh gSA oLrq dh fMtkbu] jax] vkdkj] fu"iknu vkfn mRikn Ø;&iszj.kkvksa

dk vk/kkj gksrh gSA

(vii) laj{k.k Ø;&iszj.kk;sa (Patronage Buying Motives):

laj{k.k Ø;&iszj.kk;sa] os iszj.kk;sa gS tks Øsrkvksa dks fdlh fof'k"V foØsrk ls gh

oLrq,¡ Ø; djus dks izksRlkfgr djrh gSA foØsrkvksa esa fuekZrk] Fkksd O;kikjh] QqVdj

O;kikjh vkSj QqVdj foØsrk lHkh lfEefyr gksrs gSA izn'kZu] ltkoV] m/kkj lqfo/kk;sa]

okilh lqfo/kk;sa] x`g lqiqnZxh] [;kfr vkfn os ?kVd gS tks laj{k.k Ø;&iszj.kkvksa ds

vk/kkj curs gSA

(viii) tkx:d Ø;&iszj.kk;sa (Conscious Buying Motives):

tkx:d Ø; izsj.kk;sa] os izsj.kk;sa gS ftUgsa Øsrk foi.ku fØ;kvksa dh lgk;rk ds

fcuk gh ljyrkiwoZd igpku ysrs gS vkSj vfHkO;fDr djrs gSA vU; 'kCnksa esa] lpsru

/kjkry ij fo|eku vko';drkvksa dh iwfrZ gsrq Øsrkvksa dh [kjhn dks izkssRlkgu djus

okyh Ø;&izsj.kk;sa tkx:d Ø;&izsj.kk;sa dgh tkrh gSA ;s izsj.kk;sa Lor% gh Øsrkvksa ds

efLr"d esa mRiUu gksrh gSA

(ix) lqIr Ø;&iszj.kk;sa (Dormant Buying Motives):

lqIr Ø;&iszj.kk;sa] os iszj.kk;sa gS ftUgsa Øsrk ml le; rd ugh igpku ikrs gS

tc rd fd foi.ku fØ;kvksa }kjk mudk /;ku Ø;&iszj.kkvksa dh vksj vkdf"kZr u fd;k

tk;sA ;s iszj.kk;sa mu vko';drkvksa dh iwfrZ gsrq Øsrkvksa dk /;ku vkd`"V djrh gS

ftuds ckjs esa Øsrkvksa dks Lo;a gh /;ku ugha gksrk gS vkSj tks vpsru /kjkry ij

fo|eku gksrh gSA

(x) foosdkRed Ø;&iszj.kk;s a (Rational Buying Motives):

foosdkRed Ø;&iszj.kkvksa dks vkfFkZd Ø;&iszj.kk;sa Hkh dgk tkrk gSA bu

Ø;&iszj.kkvksa ds ihNs ekU;rk gS fd O;fDr vkfFkZd euq"; gS vkSj vius mís';ksa dh iwfrZ

ds fy;s foosdiw.kZ rjhds ls dk;Z djrk gSA og tks dqN [kjhnrk gS lksp le>dj



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fdQk;r ds lkFk [kjhnrk gSA la{ksi esa] tc dksbZ O;fDr oLrqvksa vkSj lsokvksa dh [kjhn

djrs le; foosd] cqf}] rdZ&'kfDr ,oa miyC/k lwpukvksa dk iwjk&iwjk mi;ksx djrk gS]

lkFk gh lkFk [kjhn esa Hkkoukvksa dks dksbZ LFkku ugha nsrk gS rc ge ;g dg ldrs gS

fd bl Ø; ds ihNs foosdkRed Ø;&iszj.kkvksa us dk;Z fd;k gSA

(xi) HkkoukRed Ø;&iszj.kk;sa (Emotional Buying Motives):

HkkoukRed Ø;&iszj.kk;sa] os iszj.kk;sa gS tks Øsrkvksa dh Hkkoukvksa dks fof'k"V

oLrqvksa vFkok lsokvksa dh [kjhn gsrq mdlkrh gSA ;s Ø;&iszj.kk;sa foosd] cqf} ;k rdZ

ds nk;jksa ij gksrh gS vkSj euq";ksa dh Hkkoukvksa ls] mlds laosxksa ls lh/kk lEca/k LFkkfir

djrh gSA bu Ø;&iszj.kkvksa esa bfUnz;ksa dh larqf"V] Hk;] vkjke] xoZ] jgL; ds izfr

mRlqdrk vkfn iszj.kkvksa dks lfEefyr fd;k tk ldrk gSA

6- Ø;&izsj.kkvksa ds fu/kkZj.k esa dfBukb;k¡

(PROBLEMS IN DETERMINATION OF BUYING MOTIVES)

Øsrkvksa dh Ø;&izsj.kkvksa ds fu/kkZj.k esa foi.kudÙkkZvksa ds lEeq[k vusd

dfBukb;k¡ izLrqr gksrh gSA Ø; izsj.kkvksa ds fu/kkZj.k esa lcls cM+h dfBukbZ vusd ckj

Øsrkvksa dh vufHkKrk ds dkj.k mRiUu gksrh gSA O;ogkj esa vusd Øsrk Lo;a }kjk dh

xbZ [kjhn ds ihNs fo|eku jgh izsj.kkvksa ds ckjs esa blfy, ugha crk ikrs gS pwafd mUgs

Lo;a gh Kku ugha gks ikrk gSA foi.ku fo'ks"kKksa dk dguk gS fd Ø; izsj.kkvksa dks

Øsrkvksa ds Kku ds vk/kkj ij foHkDr djs rks rhu Jsf.k;ksa esa foHkDr fd;k tk ldrk

gSA izFke Js.kh esa] os Ø;&izsj.kk,¡ lfEefyr dh tk ldrh gS ftuds ckjs esa Øsrk tkurs

gSa vkSj ckrphr djuk ilUn djrs gSA f}rh; Js.kh esa] os Ø; izsj.kk,¡ lfEefyr dh tk

ldrh gS ftuds ckjs esa Øsrk tkurs gSa fdUrq crykuk ugha pkgrsA mnkgj.k ds fy,

dksbZ L=h 'kk;n gh lkSUn;Z izlk/ku lkexzh dh [kjhn ds ihNs jgh okLrfod Ø;

izsj.kkvksa dks cryk,xh] r`rh; Js.kh esa mu izsj.kkvksa dks j[kk tk ldrk gS ftldk Kku

Øsrkvksa dks ugha gSA


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vusd ckj Øsrk Ø;&izsj.kkvksa dks bu euksoSKkfud Hk; ds dkj.k ugha crkrs gS

fd izsj.kkvksa ds izdVhdj.k ij vU; yksx mls ew[kZ le>saxs ;k mldh g¡lh mM+k;saxsA

Ø;&izsj.kkvksa dh vusdrk ,oa vfHkUurk ds dkj.k Hkh okLrfod Ø;&izsj.kkvksa dk Kku

ugha gks ikrk gSA O;ogkj esa dh tkus okyh dksbZ Hkh [kjhn vusd izsj.kkvksa dk ifj.kke

gksrh gS vkSj muesa ls fdlh ,d ;k vf/kd izsj.kkvksa dks izeq[k rFkk vU; dks xkS.k dguk

dfBu gksrk gSA mnkgj.k ds fy,] dksbZ L=h lkSUn;Z izlk/ku midj.kksa dh [kjhn vius

ifr dks izlUu djus vkSj j[kus] Lo;a ds O;fDrRo dks vkd"kZd cukus] vU; yksxks ls

iz'kalk ikus] QS'ku dk vuqdj.k djus vkfn dkj.kksa ls izsfjr gksdj dj ldrh gSA

okLro esa vusd Ø;&izsj.kk,¡ feydj Øsrkvksa dks izsfjr djrh gSA losZ{k.k crykrs gSa fd

lEHkkfor Ø;&izsj.kkvksa dh la[;k 600 ls Hkh Åij rd ig¡qp pqdh gSA blfy, Li"Vr%

Ø;&izsj.kkvksa dk fu/kkZj.k djuk dfBu gksrk tk jgk gSA

Ø;&izsj.kkvksa dk fu/kkZj.k djuk muds cnyrs jgus ds dkj.k Hkh lEHko ugha gks

ikrk gSA Ø;&izsj.kk,¡ tfVy] xqIr] fofo/k ,oa vfHkUu gh ugha gksrh gS] cfYd Øsrk dh

vk;q 'kS{kf.kd o lkekftd Lrjksa] rduhdh Kku vkSj vkfFkZd n'kkvksa ds cnyus ds

lkFk&lkFk cnyrh jgrh gSA QyLo:i] Ø; O;ogkj Hkh cnyrk jgrk gS vkSj

foi.kudÙkkZvksa dks FkksMs+&FkksM+s le;kUrjksa ls iqu% Ø; O;ogkjksa dk v/;;u djuk iM+rk

gSA gj Øsrk viuk ,d fof'k"V] viwoZ ,oa vf}rh; O;fDRo j[krk gS tks nwljksa ls iw.kZr%

esy ugha [kkrk gSA vr,oa tc rd foi.kudÙkkZ mlds gj xzkgd dk i`Fkd & i`Fkd

v/;;u u djs rc rd lgh Ø;&izsj.kkvksa dh tkudkjh ugha dh tk ldrh gSa] fdUrq

O;kogkfjd rFkk vkfFkZd n`f"V ls gj Øsrk dh Ø;&izsj.kkvksa dks tkuuk dfBu gh ugha]

cfYd vlEHko Hkh gSA

7- Ø; O;ogkj dks izHkkfor djus okys ?kVd

(FACTORS INFLUENCING BUYING BEHAVIOUR)

miHkksDrk O;ogkj ls rkRi;Z miHkksDrk dh Ø; & fu.kZ;u izfØ;k ls gS] ftlds

vUrxZr mu dkj.kksa ,oa ?kVdksa dk v/;;u ,oa fo'ys"k.k fd;k tkrk gS tks mlds fdlh

oLrq ;k lsokvksa ds Ø; fu.kZ; dks izHkkfor djrs gSA miHkksDrk ds Ø; fu.kZ;ksa dks



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izHkkfor djus okys vusd ?kVd gksrs gS ftuesa 'kkjhfjd] ekufld] lkekftd ,oa

vkfFkZd lHkh ?kVd lfEefyr gksrs gSA bUgh ?kVdksa ls izHkkfor gksdj ;g fu.kZ; djrk gS

fd ^^dksbZ oLrq ;k lsok dc] dagk ls] fdl izdkj] fdruh] fdl fof/k ls] fdl L=ksr ls]

,oa D;ksa Ø; djuh gSA

MCY;w0 ,yMjlu us miHkksDrk O;ogkj ds v/;;u dks okLro esa igpkuk] ftlesa

mUgkssaus u dsoy miHkksx dk cfYd miHkksx ;ksX; Ø; oLrqvksa dk Hkh v/;;u fd;kA8

Øsrk O;ogkj fofHkUu rjg ds ?kVdksa ls izHkkfor gksrs gS] ftUgsa ge fuEukuqlkj oxhZd`r

dj ldrs gS%

(a) O;fDrxr ?kVd (Personal Factors)

(b) lkekftd ?kVd (Social Factors)

(c) euksoSKkfud ?kVd (Psychological Factors)

(a) O;fDrxr ?kVd (Personal Factors)

miHkksDrk ds lHkh O;fDrxr ?kVd ;k fo'ks"krk,a tSls% vk;q] fyax] f'k{kk] O;olk;]

oSokfgd fLFkfr] vk;] mldk lEiw.kZ O;fDrRo ,oa /keZ vkfn mlds O;ogkj dks izHkkfor

djrs gSA izeq[k O;fDrxr ?kVd fuEu gS%

(i) vk;q ,oa fyax (Age and Sex):

izFke ?kVd tks Øsrk ds O;ogkj dks izHkkfor djrs gS og vk;q ,oa fyax

gSA fofHkUu mRiknksa dh vko';drk,a vkSj mudh lsok,a vk;q ds vuqlkj cnyrh

jgrh gSA foØ;'kkykvksa (lqij cktkj) dk v/;;u izdV djrk gS fd cPpksa dk

Ø; O;ogkj (fo'ks"kr% VksQh ,oa feBkbZ;kssa ds fy,) ;qok iq:"k ds Ø; fu.kZ;ksa dks

izHkkfor djrk gSA9 blh izdkj ls iq:"kkssa vkSj fL=;ksa ds chp 'kkjhfjd foHksn gksrs

gS] ftlds ifj.kkeLo:i mudh miHkksx vko';drk,¡ Hkh fHkUu gh lkFk Ø;

O;ogkj ,d lhek rd fHkUurk fy, gksrs gSA

(ii) f'k{kk vkSj dk; Z (Education and Occupation):


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nwljk egRoiw.kZ O;fDrxr ?kVd f'k{kk vkSj dk;Z gS tks Øsrkvksa ds O;ogkj

dks izHkkfor djrs gsSA f'k{kk O;fDr;ksa ds Kku mudh :fp;ksa ,oa n`f"Vdks.kksa dks

lkoZHkkSe cukrh gSA ,d f'kf{kr O;fDr] de f'kf{kr O;fDr;ksa dh rqyuk esa

vklkuh ls miyC/k 'kS{kf.kd lqfo/kkvksa] fdrkcksa] v[kckjksa] if=dkvksa ,oa vU;

Kkuo}Zd oLrqvksa ds dkj.k vf/kd miHkksx djrk gSA dk;Z vFkok mudk is'kk Hkh

O;fDr;ksa dh miHkksx vko';drkvksa dks izHkkfor djrk gSA ,sls yksx tks fdlh

fof'k"V dk;Z esa fu;qDr gksrs gS vFkok layXu gksrs gS mUgs O;olk; ls lEcaf/kr

fo'ks"k vkStkjksa ,oa lktks&lkekuksa dh vko';drk,a gksrh gSA ysfdu bu fof'k"V

vko';drkvksa ds vykok ,d O;fDr dh laxBu esa Hkwfedk ,oa fLFkfr vFkok in

Hkh Øsrk O;ogkj dks izHkkfor djrs gSA

(iii) oSokfgd fLFkfr ,oa vk; (Marital Status and Income):

O;fDr dh oSokfgd fLFkfr Hkh Øsrk O;ogkj dks izHkkfor djus okys izeq[k

?kVd gksrs gSA fofHkUu oSokfgd fLFkfr okyksa dh vko';drk,a] eukso`fÙk;k¡ ,oa Ø;

O;ogkj esa fHkUurk gksrh gSA10 vk; Hkh vU; 'kfDr'kkyh ?kVd gS tks miHkksDrk

O;ogkj dks izHkkfor djrk gSA vk; Ø; djus dh 'kfDr nsrk gS ftlls og Ø;

,oa foØ; ds ysu&nsuksa ;k O;ogkjksa ds chp fofue; dks iw.kZ djrk gSA miHkksDrk

viuh vk; dks miHkksx ,oa cprksa ds mís';ksa ds fy;s iz;ksx djrk gSA

miHkksDrkvksa dh fnypLih bl ekeys esa c<+rh pyh tkrh gS fd os viuh

bPNkvksa vFkok vko';drkvksa dks orZeku esa gh larq"V djuk pkgrs gS] Hkfo"; esa

ughaA11

iwoZ Ø; ekaxs ljdkjh djksa] laLFkk ds iquHkqZxrku [kpkZsa ,oa laLFkkxr

lsokvksa ds [kpksZa vkfn ls izHkkfor gksrh gSA miHkksDrk bu ekaxksa dks iw.kZ djus ds

i'pkr~ 'ks"k vk; dks lek;ksftr djus dh bPNk j[krk gSA miHkksDrk dh pkyw

lEifÙk;k¡ Hkh miHkksDrk Ø; O;ogkj dks izHkkfor djrh gSA pkyw lEifÙk;ksa dk

vFkZ mu lEifÙk;ksa ls gS tks udn esa gS ;k ftUgas vklkuh ls udnh esa ifjofrZr

fd;k tk ldrk gksA ;s lEifÙk;k¡ cSad 'ks"k] va'k] udn 'ks"k] bdkbZ vkfn ds :i

esa gks ldrh gSA Øsrk O;ogkj izpfyr m/kkj lqfo/kkvksa ls Hkh T;knk izHkkfor gksrk



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gSA m/kkj dh lqfo/kk,a mUgs fujUrj iqu[kZjhn gsrq izsfjr djrh gS] laj{k.k izsj.kk

nsrh gS vkSj i;kZIr ek=k esa [kjhn gsrq izksRlkfgr djrh gSA nwljs 'kCnksa esa]

miHkksDrk dks tc m/kkj dh lqfo/kk,a nh tkrh gS rks muds Ø; djus dh

laHkkouk,¡ T;knk gksrh gSA

(iv) O;fDrRo (Personality):

O;fDrRo 'kCn dh vusd rjg ls O;k[;k dh xbZ gSA gksCcsl dk er gS fd

O;fDrRo esa os lHkh fo'ks"krk,a lfEefyr gksrh gS tks O;ogkjksa ds lkekU; rjhdksa

vFkok Lo:iksa dks fu/kkZfjr djrs gSA fo'ks"kr% O;fDr dk ,d nwljs ds lEca/kksa dk

ifjpk;d gksrh gSA12 O;fDrRo lkekU;r% vfHkizsj.k ,oa fof'k"V xq.kksa ds ckjs esa

crykrk gSA13 O;fDrRo ?kVd miHkksDrk O;ogkj ds :[k dks izHkkfor djrk gS

ftlds ifj.kkeLo:i O;fDr;ksa dk Ø; O;ogkj nwljksa ls fHkUu gksrk gSA

(v) /keZ (Religion):

/keZ okLrfod :i ls miHkksDrkvksa ds n`f"Vdks.k] miHkksx rjhdksa vFkok

lajpukvksa] eukso`fÙk ,oa Ø; O;ogkj dks izHkkfor djrs gSA tSls mnkgj.kkFkZ% fgUnw

,oa tSu /keZ esa 'kjkc ,oa ek¡l ds miHkksx ij jksd gS] tcfd bLyke /keZ esa

'kjkc ihus ,oa /kqeziku bu nksuksa ij jksd gSA bl rjg ls /keZ O;fDr;ksa vFkok

miHkksDrkvksa ds Ø; O;ogkj dks izHkkfor djrs gSA

(b) lkekftd ?kVd (Social Factors)

lkekftd ?kVd tSls& ifjokj ds eqf[k;k dh jk;] lanHkZ leqg] lkekftd oxZ]

tkfr ,oa laLd`fr vkfn miHkksDrk ds Ø; O;ogkjksa dks izHkkfor djrs gSA izeq[k

lkekftd ?kVd fuEu gS%

(i) ifjokj (Family):

miHkksDrk ds O;ogkj ij ifjokj Hkh egRoiw.kZ izHkko Mkyrk gSA fofHkUu

izkFkfedrk,a] :fp] vfHk:fp] O;fDr dh thou 'kSyh] jgu & lgu] ilanxh vkfn

ifjokj ds Ø; O;ogkj dks izHkkfor djrs gSA ifjokj miHkksDrk O;ogkj dks nks

:iksa esa izHkkfor djrk gS% izFke] ;g fdlh O;fDr ds O;fDrRo fo'k"krkvksa ,oa

mlds LoHkko vFkok eukso`fÙk dks izHkkfor djrk gSA nwljk] ;g Ø; fu.kZ;ksa dks


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ml le; izHkkfor djrk gS] tc og eky ,oa lsokvksa dk Ø; dj jgk gksrk gSA

ifjokj ds lnL; Hkh Ø; fu.kZ;ksa dks izHkkfor djrs gSA lkekU;r;k bu {ks=ksa ds

vusd 'kks/k bl ckr dk leFkZu djrs gS fd ,d mRikn ls nwljs mRikn dks Ø;

djus ds fu.kZ;ksa esa ifjokj ds lnL;ksa dh izFke Hkwfedk gksrh gSA mRikn ds c<+s

gq, ewY; Hkh nEifÙk ds la;qDr Ø; fu.kZ;ksa esas ,d lhek rd o`f} djrs gSA de

dher okys mRikn dks ifr & ifRu viuh tkudkjh ,oa dkS'ky vFkok pkrq;Z ds

vk/kkj ij Ø; djrs gSA14

(ii) izeq[k dh jk; (Leaders Opinion):

ifjokj ds vykok] ,d miHkksDrk vius ?kfu"V fe=ksa] iM+kSfl;ksa]

lgdfeZ;ksa vkSj fj'rsnkjksa ls izkIr mRikn ,oa lsokvksa ds Ø; lEca/kh lykgksa@

jk; ls Hkh izHkkfor gksrk gSA lykg vFkok jk; dks izHkkfor djus okyh ;g

izfØ;k usr`Ro izfØ;k dgykrh gSA bldk o.kZu ,d ,slh izfØ;k ds :i esa fd;k

x;k gS ftlesa ,d O;fDr vU; ds dk;ksZa ,oa LoHkkoksa dks izHkkfor djrs gSA

(iii) lanHkZ lewg (Reference Group):

lanHkZ lewg os lewg gksrs gS tks fd O;fDr ds lkFk ijLij fØ;k,a djrs gS

vkSj mlds O;ogkj o izo`fÙk;ksa dks izHkkfor djrs gSA lanHkZ lewg izk;% NksVs ,oa

lEiw.kZ lkekftd oxZ ftrus [kqys ugha gksrs gSA lanHkZ lewg izo`fÙk;ksa esa cnyko

ykus] vkdka{kkvksa vFkok ykylkvksa ds fu/kkZj.k esa] vkn'kksZ rFkk jpukvksa ds

vuqdwy cukus] LoewY;kadu] ,oa vnHkqr fo"k;ksa dks tkuus esa eq[; :i ls

izHkko Mkyrs gSA15 D;ksa fd O;fDr bl rjg ds lewg dk vax cuuk pkgrk gS tks

blds ewY;ksa ,oa izo`fÙk;ksa ls izHkkfor gksrs gSA

nwljs 'kCnksa esa] lanHkZ lewg dks nks Hkkxksa esa ck¡Vk tk ldrk gS & izFke

izkFkfed lewg tSls% ifjokj] ?kfu"V fe=] iM+kSlh] lgdehZ vkfn ,oa f}rh;] xkS.k

lewg tSls% is'ksoj laLFkk,a] Je la?k vkfnA ;s lanHkZ lewg rhu izdkj ls Øsrk

O;ogkj dks izHkkfor djrs gS & izFke Øsrkvksa dks oSdfYid O;ogkjksa ;k thou

'kSyh dks viukus ds fy, foo'k djrs gSA f}rh; Øsrkvksa dks lewg ds lkFk



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rkyesy j[kus ds ;ksX; cukus gsrq mudh izo`fÙk;ksa vkSj LofcEcksa dks izHkkfor djrs

gSA r`rh; ,oa vfUre vuq:irk ds fy, ncko Mkyrs gS ftlls mRikn vkSj czk.M

ilUnxh izHkkfor gksrh gSA

ckSjsu us vuqla/kku }kjk cryk;k fd lUnHkZ lewg miHkksx O;ogkj dks

izHkkfor djrs gSA lokZf/kd izHkko ,slh oLrqvksa ,oa czk.M&Jsf.k;ksa ij gksrk gS tks

n`'; gS vkSj cgqr Li"V gSA16 mnkgj.k ds fy, ugkus ds lkcqu tSlh oLrqvksa dh

czk.M ilUnxh ij lanHkZ lewg dk izHkko vf/kd fdUrq mRikn ilUnxh ij de

gksrk gSA

(iv) lkekftd oxZ ,oa tkfr (Social Class and Caste):

lkekftd oxZ ,oa tkfr Hkh miHkksDrk ds Ø; O;ogkj dks izHkkfor

djrs gSA lkekftd oxZ LoHkkfod rkSj ij LFkk;h gksrs gS ,oa lkekftd oxZ

lkekftd fLFkfr ds vk/kkj ij fd;k x;k miHkksDrk lewgksa dk oxhZdj.k gksrk gSA

fofHkUu oxksZa ds vk/kkj ij fd;k Lrjhdj.k Øsrk O;ogkj ds Li"Vhdj.k gsrq

vf/kd mi;ksxh jgrk gSA lekt ds fofHkUu oxksZa ds vk/kkj ij ,d O;fDr dh

rqyuk vU; ifjokj ,oa O;fDr ls dj ldrs gSA oxksZa dh Jsf.k;k¡ fofHkUu izdkj

ds ?kVdksa ij vk/kkfjr gksrh gS tSls% vk;] dk;Z] vf/kdkj] 'kfDr] lEink ,oa

ekfyd vkfnA lkekftd oxksZa dk fuekZ.k ijEijkxr :i ls tkfr ij vk/kkfjr

gSA tkfr;ksa ij vk/kkfjr oxZ iqu% vusd mioxksZa esa foHkDr gksrs gSA ;s

mioxZ vkfFkZd fLFkfr] jhfr&fjokt] O;olk;] /keZ] fo'okl vkfn dh fo"kerkvksa

dks iznf'kZr djrs gSA bl izdkj O;fDr;ksa dh oxZ Jsf.k;k¡ p;u ij vk/kkfjr gksrh

gSA tkfr ,d lewg ls izkIr gksrh gS tks Lo;a fodflr gksrh gSA

lkekftd oxZ ,oa tkfr ds y{k.kksa esa eq[; Hksn ;g gS fd O;fDr;ksa dk

oxZ p;u ls fu/kkZfjr vFkok vk/kkfjr gksrk gS tcfd tkfr mlds tUe ls gh

fu/kkZfjr gksrh gSA foHkkxh; LVksj ,oa Ø; O;ogkj ds ,d v/;;u esa ik;k x;k


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gS fd fuEu fLFkfr dh efgyk,¡ ml le; iwjh rjg ls izHkkfor gksrh gS] tc os

mPp fLFkfr okys foHkkxh; LVksj esa tkrh gS] tgka ogka dk fyfid ,oa vU;

miHkksDrk mls dbZ izdkj ls izrkfM+r djrs gSA17 ifj.kkeLo:i] fuEu fLFkfr okys

yksx bl fpUrk ds dkj.k mPp oxksZa okys LVksj(foØ;'kkykvksa) dks frjLd`r djrs

gSA blh izdkj mPp oxZ okys fuEu oxksZa okys LVksj dks frjLd`r djrs gSA

(v) laLd`fr (Culture):

laLd`fr ls rkRi;Z mu uSfrd ewY;ksa] fopkjksa] Kku ,oa vkn'kZ O;ogkj ls

gS] tks lekt ds yksxksa ds O;ogkj ,oa vkpj.k dks l`ftr ,oa iqjLd`r djrs gSA

izR;sd miHkksDrk dk O;ogkj bu lkaLd`frd ewY;ksa ,oa fopkjksa ls izHkkfor gksrk

gSA

vFkkZr laLd`fr mu fpUgksa ,oa dykvksa dk tfVy lewg gksrh gS tks ekuo

}kjk fufeZr gksrs gS ,oa ftlesa lkekftd laLdkj vkSj ekuoh; O;ogkj ih<+h nj

ih<+h LFkkukarfjr gksrs jgrs gSA18 gksokMZ ,oa lsB ds vuqlkj laLd`fr czk.M dh

le>] eukso`fÙk vFkok LoHkko ,oa Ø; bjknksa dks izHkkfor djrh gSA19 la;qDr

ifjokj iz.kkyh esa ifjokj ds Ø; fu.kZ; eq[;r;k ifjokj ds eqf[k;k }kjk

fy;s tkrs gS] tks ifjokj dh vko';drkvksa dk fp=.k vFkok rkfydk dks

fodflr djrk gS ,oa vko';drk rFkk ijEijkvksa ds vk/kkj ij viuh

izkFkfedrk,a r; djrk gSA

(c) euksoSKkfud ?kVd (Psychological Factors)

vf/kdka'k miHkksDrk ds Ø; O;ogkj] lkekftd ,oa O;fDrxr ?kVdksa ds vykok

euksoSKkfud ?kVdksa tSls% vfHkizsj.k] vocks/ku] KkuktZu] fo'okl ,oa vfHko`fÙk;k¡ vFkok

eukso`fÙk;k¡ ls izHkkfor gksrk gSA izeq[k ?kVd fuEu gS%

(i) vfHkizsj.k (Motivation):

leLr O;ogkj vfHkizsj.k ds lkFk 'kq: gksrs gSA vfHkizsj.k ,d euksoSKkfud

mÙkstuk gS] tks O;fDr;ksa dks dk;Z ds izfr izksRlkfgr djrh gS ,oa vf/kdre



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larq"Vh iznku djrh gSA izsj.kk,a ,slh mÙkstd 'kfDr gS tks Hkhrj ls mBrh gS

rFkk dk;Z djus dh izsj.kk nsrh gSA euksoSKkfud ,slh izsj.kkvksa vFkok

vko';drkvksa dks nks oxksZa esa foHkkftr djrs gS%

izFke] vk/kkjHkwr vko';drk,¡ (Hkkstu] oL=] vkokl vkfn) tks 'kkjhfjd

fpUrkvksa vFkok rukoksa ds QyLo:i mRiUu gksrh gSA

f}rh;] ekufld vko';drk,¡ (Lusg] I;kj] fLFkfr vkfn) tks euksoSKkfud

fpUrkvksa vFkok rukoksa ds QyLo:i mRiUu gksrh gSA

;g ,slh izsj.kk gS tks Øsrk dks fuf'pr mRikn ds izfr O;ofLFkr ,oa izsfjr

djrh gS vkSj bl izdkj Øsrk dh izsj.kk dk izR;{k lEcU/k O;fDr;ksa ds Ø;

O;ogkj dks izHkkfor djrs gSA

(ii) vocks/ku (Perception):

vocks/ku dk rkRi;Z bfUnz; cks/k ;k vuqHko ls gSA izR;sd O;fDr dh

ik¡p bfUnz;k¡ gksrh gS ftUgsa ge vk¡[k] dku] ukd] eqag] gkFk ds uke ls tkurs gSA

bu ik¡pksa bfUnz;ksa esa ls fdlh ,d ;k vf/kd ds lg;ksx ls ge fdlh oLrq dk

tks cks/k ;k vuqHko djrs gS] mls gh vocks/ku dgrs gSA izR;sd miHkksDrk visf{kr

oLrq dks ns[kdj] Nwdj] lwa?kdj] lwudj ;k p[kdj vocks/ku dj ldrk gSA

mldk ;g vocks/ku mls fdlh oLrq ds Ø; djus ;k ugha djus ds fy, izsfjr

djrk gSA vr% izR;sd miHkksDrk dk O;ogkj vocks/ku ls izHkkfor gksrk gSA

mnkgj.kLo:i] ,d efgyk tc ;g vocks/ku djrh gS fd ,d fo'ks"k izdkj dk

lkcqu mlds jax & :i esa vfHko`f} dj ldrk gS rHkh og ml lkcqu fo'ks"k dks

[kjhnus dk fu.kZ; djsxhA

(iii) lh[kuk vFkok KkuktZu (Learning):

KkuktZu iwoZ vuqHko esa ifjorZuksa dk ifj.kke gSaA O;fDr dk vf/kdka'k

O;ogkj lh[kus ls izHkkfor gksrk gSA KkuktZu ik¡p vk/kkjHkwr ladYiukvksa ij

vk/kkfjr gS% izsj.kk] euksHkko] izR;qÙkj] iqu:Ùkstuk] /kkj.k&'kfDr A izsj.kk

mÙkstd 'kfDr gS] tks Hkhrj ls mBrh gS rFkk fdlh dk;Z dks djus dh izsj.kk nsrh


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gS] bls dHkh&dHkh vko';drk ;k izsj.kk Hkh dgrs gSA euksHkko Hkh mÙkstd iszj.kk,¡

gksrh gS] fdUrq izsj.kkvksa dh rqyuk esa detksj gksrh gSaA euksHkko dc] dgka] dSls

tSls iz'uksa dk mÙkj nsrk gSA euksHkkoksa ds izfr ekuo dh izfrfØ;k gh izR;qÙkj gS]

fdUrq izR;sd euksHkko :i ,d gh izR;qÙkj mRiUu djs] ;g vko';d ugha gSA

izR;qÙkj dh fn'kk izR;sd O;fDr ds fiNys vuqHkoksa ij fuHkZj djrh gSA fdlh

O;fDr dk fiNyk vuqHko mlesa izR;qÙkj mRiUu djrk gSaA vr% ;fn fdlh O;fDr

dk fiNyk vuqHko ykHknk;h jgk gS rks izR;qÙkj ,d fo'ks"k izcyrk ls mRiUu gskrk

gSa] rRi'pkr~ mlesa ,sls euksHkko Ckkj&ckj vkrs gSA D;k lh[kuk gS bldk Lej.k

j[kuk gh /kkj.k 'kfDr gSA

,d miHkksDrk ,d gh czk.M dh oLrq rc rd [kjhnrk gS] tc rd mldk

fiNyk vuqHko ykHkdkjh jgrk gSA tc Hkh og fdlh lqij cktkj esa tk,xk rks

mlds euksHkko mlh czk.M ds fy, mHkjsaxs vkSj mlh czk.M dh oLrq [kjhnsaxsA

fdUrq ;fn vftZr izR;qÙkj ;k vknr izcy ugha gksrh gS rks og izR;qÙkj ;k vknr

/khjs& /khjs lekIr gks tk;sxh vkSj miHkksDrk Ø; czk.M dks Hkwy tk;sxkA /kkj.k

'kfDr dk blesa egRoiw.kZ ;ksxnku gksrk gSA

(iv) fo'okl rFkk eukso`fÙk;k ¡ (Belief and Attitudes):

fo'okl ,d ,slk Kku] fu"Bk vFkok /kkj.kk gS tks tk¡ph & ij[kh

;ksX;rk ij fuHkZj djrk gSA20 fo'okl ,d fooj.kkRed fopkj gS ftls ,d

O;fDr fdlh ds lEcU/k esa cuk, j[krk gSA ;g fooj.kkRed fopkj fdlh Hkh vU;

O;fDr ;k oLrq ds lEca/k esa gks ldrk gSA fo'okl ,d ,sls Kku ls iznf'kZr gksrk

gS] tks ckgjh L=ksrksa ds vuqla/kku ,oa O;fDrxr vuqHkoksa dh lR;rk ij vk/kkfjr

gksrs gSA

ekukso`fÙk fdlh Hkh O;fDr dh og Hkkouk ;k fopkj gS tks fdlh oLrq]

O;fDr] laLFkk ds izfr j[krk gS rFkk mlh ds vuq:i dksbZ ekufld ,oa HkkSfrd

O;ogkj djus dks rRij jgrk gSA21 izR;sd miHkksDrk viuh eukso`fÙk ls izHkkfor

gksrk gS] og mlh ds vuq:i ns[krk] lqurk ,oa dk;Z djrk gSA tc dksbZ



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miHkksDrk fdlh czk.M ;k dEiuh dh oLrq dks ilUn djrk gS rFkk fdlh vU;

oLrq dks ukilUn djrk gS rks ;g mldh eukso`fÙk dk ifj.kke gSA

eukso`fÙk fo'okl dks ,oa fo'okl] eukso`fÙk dks izHkkfor djrk gSA eukso`fÙk

,oa fo'okl czk.M ;k mRikn ds izfr ldkjkREkd vkSj udkjkRed izkFkfedrkvksa

dks iznf'kZr djrs gS] tks fd bl rF; dks izekf.kr djrk gS fd fo'okl ,oa

eukso`fÙk Ø; O;ogkj dks izHkkfor djrs gSA

(v) laosx ;k euksosx (Emotion):

laosx fdlh O;fDr dh mÙksftr ;k mdlh gqbZ n'kk gS] laosx dks vkos'k

Hkh dgk tkrk gSA vr% vkos'k ,oa Hkkokos'k dh n'kk dks gh laosx dgrs gSaA ,slh

n'kk esa O;fDr viuk foosd [kks nsrk gS rFkk Hkkoukvksa ds o'khHkwr gksdj O;ogkj

djus yxrk gSA ,slh fLFkfr ds ifj.kkeLo:i ekuo lq[k] nq%[k] izse] ?k`.kk] vk'kk]

fujk'kk] xoZ] bZ";kZ] lgkuqHkwfr vkfn izdV djus yxrk gSA ,d miHkksDrk dk

O;ogkj mlds euksosx ls izHkkfor gksrk gS ifj.kkeLo:i dHkh dHkh {kf.kd :i ls

fdlh oLrq dks ilUn djrk gS rks dHkh ukilUn djus yxrk gSA dHkh fdlh

oLrq dks [kjhnus ds izfr ykykf;r gks tkrk gS rks dHkh og mls Nwuk Hkh

ilUn ugha djrk gSA vr% ,d miHkksDrk Hkkokos'k esa tSlk vuqHko djrk gS oSlk

gh vkpj.k djus yxrk gSA

(vi) Nfo rFkk izrhdkRedrk (Image and Symbolizm):

izR;sd O;fDr dh vius efLr"d esa Lo;a dh ,d fo'ks"k Nfo gksrh gS vkSj

og mls cuk;s j[kuk pkgrk gS] blls mls vkRe lUrqf"V gksrh gSA izR;sd

miHkksDrk Hkh viuh Nfo ds vuq:i gh O;ogkj djrk gSA ,d miHkksDrk ml

Nfo dks cuk;s j[kus rFkk mHkkjus nksuksa gh mns';ksa ls mfpr oLrqvksa dk pquko

djrk gSA blds vfrfjDr] Nfo dks cuk;s j[kus ds fy, izrhd ds :i esa oLrqvksa

dks Ø; djrk gSA vPNh Nfo dh blh pkgr esa ca/kdj vkneh reke rjg ds

dke vkSj dksf'k'ksa djrk gSA euksoSKkfud :i ls Nfo ds izfr dka'kl gksuk vPNk

gS] ysfdu tc bldh vf/kdrk gks tkrh gS] rks ;g ?kkrd fl} gksrk gSA


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8-Ø; vojks/k

(BUYING BARRIERS)

Ø; vojks/k og vojks/k gS tks fdlh Øsrk dks Ø; djus ls jksdrk gS ;k

grksRlkfgr djrk gSA Ø; djrs le; eq[; :i ls rhu vojks/k izLrqr gksrs gSa%

(1) ewY;

(11) lwpuk ;k fo'okl dh deh

(111) mRikn ;k lsokvksa dh vuqiyC/krk

izk;% ewY; fdlh Øsrk dks Ø; djus ls ml le; jksdrk gS tc ewY; Øsrk dh

lEink ls T;knk gksrk gSA nwljk vojks/k lwpuk ;k fo'okl dh deh dk gksuk gSA mRikn

ds ykHkksa dh tkudkjh dk vHkko ;k mRikn ds izfr nh xbZ xkj.Vh esa vfo'okl

lkekU;r% fdlh miHkksDrk dks Ø; djus ls jksdrk gSA rhljk vkSj vafre vojks/k mRikn

;k lsokvksa dh vuqiyC/krk gS tks fd fofHkUu vdk;Zdq'ky forj.k iz.kkyh ;k nwjxkeh

LFkkuksa ds dkj.kksa ls iSnk gksrh gSA vr% rhljk vojks/k Hkh Øsrk dks Ø; djus ls jksdrk

gSA

9- Ø; rjhdk

(BUYING PATTERNS)

miHkksDrk oLrqvksa ;k lsokvksa dk Ø; D;ksa] dc] dgak rFkk fdl izdkj djrk gS]

;s lc Ø; vknrs ^^Ø; O;ogkj dk rjhdk vFkok izk:i** dgykrk gSA izR;sd miHkksDrk

dk Ø; O;ogkj ,d leku ugha gksrk gS] og viuh {kerk ds vuq:i Ø; djrk gSA

miHkksDrk ctV v/;;u ds vuqlkj vf/kdrj miHkksDrk viuh vk; ifjokj ds lnL;ksa

vFkok ?kj ds dk;ksZa ij [kpZ djrs gSA ikfjokfjd lnL; viuh vk; dks ml le; ds

fy, cpk dj j[krs gS tc mUgsa Hkfo"; ds fy, ifjokj Ø; fu;kstu djuk gksrk gSA

vr% ;g le>uk egRoiw.kZ gksxk fd ifjokj ds lnL; fdl rjg viuh vk; dks [kpZ

djrs gSA fofHkUu oLrqvksa dks Ø; djus esa tks jkf'k [kpZ dh tkrh gS og cnyrs le;

ds lkFk c<+rh ;k ?kVrh pyh tkrh gSA



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nks tukafddh vk;ke vk;q vkSj cPpksa dh la[;k] Ø; rjhds vFkok izk:i dks

izHkkfor djrh gSA ;qok yksx u, mRikn ds izfr [kqyk n`f"Vdks.k j[krs gS ij os lpsr

gksrs gSA ;qok oxZ ds yksxksa fd vkSlr vk; of}` yksxksa ls de gksrh gS] os viuh vk; dk

,d cM+k Hkkx fopkj'khy vFkok le>nkjh dh oLrqvksa ij [kpZ djrs gSA ;qok oxZ

vkokl] f'k{kk vkSj c<+s gq, ifjokj ds fy, cM+s [kpZ ugha djrs gSA ;qok ifjokj ;k

nEifÙk dh etcwr Ø; vo/kkj.kk fVdkÅ oLrqvksa dks [kjhnus esa T;knk gksrh gSA

v/;;uksa ls Li"V gqvk gS fd iwathxr oLrqvksa ds mRiknuA xSj fVdkÅ miHkksDrk oLrqvksa

ds mRiknu esa o`f) jghA iwoZ ds chrs n'kd esa xzkeh.k {ks= dh izfr O;fDr iwath miHkksx

[kpksaZ ij vk/kkfjr v/;;uksa ls ;g fu"d"kZ fudkyk x;k gS fd xzkeh.k miHkksDrkvksa dh

[kpZ djus dh bZPNk /khjs&/khjs c<+rh tk jgh gS] fQj Hkh fofHkUu ewY;ksa ds fofHkUu czk.Mksa

okys miHkksDrk oLrqvksa ds miyC/k gksus ij ;g Hkfo";ok.kh djuk dfBu gks tkrk gS fd

D;k orZeku Ø; rjhdk vFkok uewuk vkus okys o"kksaZ esa leku jgsxk ;k ughaA

10- czk.M ilUn ,oa miHkksDrk O;ogkj

(BRAND CHOICE AND CONSUMER BEHAVIOUR)

czk.M ds izHkkodkjh foi.ku ds fy, ;g vko';d gS fd czk.M vkSj mRikn Kku

ds izfr Øsrk D;k tkudkjh j[krk gSA vuqHko crykrs gS fd fofHkUu izdkj ds czk.M

izkI; gSA czk.M mudh dherksa rFkk mRikn fo'ks"krkvksa ds vk/kkj ij fHkUu&fHkUu gksrs gS]

blfy, miHkksDrkvksa ds n`f"Vdks.k vkSj mldh vko';drk dks /;ku esa j[kdj czk.M dk

fu/kkZj.k djuk pkfg, fd miHkksDrk czk.M dks dSls ilUn djrk gSA vktdy fofHkUu

rjg ds xf.krh; ekWMy gS tks miHkksDrk ds czk.M ilaUnxh ds O;ogkj ds ckjs esa O;k[;k

djrs gSA

czk.M fu"Bk ekWMy ;g fo'okl djrk gS fd Øsrk fdlh fo'ks"k czk.M ds izfr bl

rjg dh izkFkfedrk ;k vknr cuk ysrk gS fd og mlh fo'ks"k czk.M dks ckj&ckj Ø;

djrk gS vkSj nwljs czk.M dks yxHkx udkj gh nsrk gSA bl ekWMy ds vUrxZr ;g ekuk

x;k gS fd miHkksDrk cgqr gh FkksM+k le; fdlh czk.M ilanxh ds fu/kkZj.k esa yxkrk gSA


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tc rd miHkksDrk dks mudk czk.M visf{kr larq"Vh nsrk gS] rc rd os nwljs czk.Mksa ds

izfr :fp ugha fn[kkrs gS vkSj mudk iz;ksx djuk ilUn ugha djrs gSA leku :i ls

fLFkj czk.M izkf;drk ekWMy mu fofHkUu rjg ds NwVksa vkSj fLFkj izkf;drkvksa dk

fu/kkZj.k djrk gS ftuls izHkkfor gksdj miHkksDrk fofHkUu czk.Mksa dk Ø; djrk gSA ;g

ekWMy fo'okl djrk gS fd miHkksDrk dh vxyh ilUn ds ckjs esa Hkfo";ok.kh djuk

laHko ugha gS] ij ;g Hkfo";ok.kh vo'; dj ldrs gS fd miHkksDrk fdlh czk.M dks Ø;

djus esa le; dk fdruk vuqikr dke esa ysxkA vafre czk.M Ø; ekWMy] vfUre czk.M

Ø; ds vk/kkj ij fuHkZj fofHkUu fLFkj izkf;drkvksa dk lewg rS;kj djus esa layXu jgrk

gSA KkuktZu ekWMy mu dkj.kksa dh izkf;drk dks crykrk gS ftuls izHkkfor gksdj

miHkksDrk viuh Ø; izkFkfedrkvksa dks le;≤ ij cnyrk jgrk gSA ;g bl ckr

ij fuHkZj djrk gS fd mijksDr czk.M vfUre ckj [kjhnk x;k Fkk vFkok vLohdkj fd;k

x;k FkkaA nwljs 'kCnksa esa bl ekWMy ds }kjk czk.M ilUnxh vkSj mÙkjorhZ czk.M

izkFkfedrk ds chp ds izHkko & lEcU/k dks tkuk tk ldrk gSA py ?kVd ekdZo ekWMy

;g fo'okl djrk gS fd czk.M Ø; izkf;drk] vfUre Ø; vkSj lEcaf/kr izfr;ksxh

czk.M ds O;kikfjd vkd"kZ.k ls izHkkfor gksrh gSA izfr;ksxh foi.ku feJ.k ekWMy]

miHkksDrk dh czk.M Ø; izkf;drk tks fofHkUu foi.ku py rRoksa ds izfr Li"V gksrh gS

vkSj muls lEcaf/kr inkFkksZa ;k Hkkjksa dh O;k[;k djrh gS] tks fof'k"V miHkksDrk }kjk

Mkys tkrs gSA

vUr esa dqy O;kogkfjd ekWMy fofHkUu izHkkoksa ds lUnHkZ esa czk.M ilUnxh dh

O;k[;k djrs gS tks fuEu izdkj ls gS %

(i) iwoZ izo`fÙk dk izHkko (czk.M ilUnxh ij miHkksDrk dh orZeku izo`fÙk dk

izHkko)

(ii) vkarfjd lafpr vuqHko dk izHkko (vkarfjd lafpr mÙkstukvksa dk czk.M

ilUnxh ij izHkko)

(iii) miyC/krk dk izHkko (LVkd de gksus dh ifjfLFkfr;ksa dk czk.M ilUnxh

ij izHkko)

(iv) mi;ksfxrk izHkko (czk.M ds mi;ksx djus dk czk.M ilUnxh ij izHkko)



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(v) e/;dkyhu vuqHko dk izHkko (czk.M ilUnxh ij e/;dkyhu vuqHko dk

izHkko)

bl izdkj ls Øsrk O;ogkj dh lgh O;k[;k ds fy, ;g tkuuk vko';d gS

fd Øsrk fdl izdkj czk.M dks ilUn djrk gS vkSj czk.M fu.kZ;u izfØ;k dks

le>rk gSA

11- fu.kZ;ksaijkUr fookn

(POST DECISION DISSONANCE)

fu.kZ;ksijkUr fookn xsLVkYV fopkj/kkjk ij vk/kkfjr gS] ftls fyvks QsfLVUtj

}kjk izfrikfnr fd;k x;kA22 bl fl}kUr ds vuqlkj izR;sd O;fDr laKku&jpukvksa ds

vuq:i iz;Ru djrk gS ,oa vius thou dks vkjkenk;d cukus ds fy, fparkvksa esa deh

ykus dk iz;Ru djrk gSA tc dksbZ O;fDr fu.kZ; ysrk gS rc lnSo mlds lkeus dqN

fookn ;k foLojrk mRiUu gks tkrs gSA ,sls fookn ;k foLojrk dk dkj.k fu.kZ;drkZ dk

;g Kku gksrk gS fd veqd fu.kZ; ls dqN ykHk Hkh gS vkSj uqdlku Hkh gSA vU; 'kCnksa esa

fookn ;k foLojrk ml le; mRiUu gksrk gS tcfd miHkksDrk ds ikl fdlh fof'k"V

oLrq ds ckjs esa nksuksa izdkj dh vFkkZr~ fojks/kh lwpuk,¡ miyC/k gksaA

fu.kZ;ksaijkUr fookn ,d ,slk euksoSKkfud fookn gS tks fdlh mRikn ds Ø;

fu.kZ; ds ifj.kkeLo:i mRiUu gksrs gS] blfy, bls fu.kZ;ksijkUr dh fpark vFkok O;xzrk

Hkh dgk tkrk gSA izR;sd miHkksDrk tc ,d mRikn dks Ø; djrk gS rks mls miyC/k

fofHkUu fodYiksa esa ls p;u djuk gksrk gS] ifj.kkeLo:i og ,d dks rks ilan ,oa vU;

mRikn dks vLohd`r djrk gSA fdlh mRikn dks Ø; djus ds i'pkr~ mlds eu esa dqN

fpark,¡ fodflr gks tkrh gS] tks mlds }kjk p;fur fodYiksa esa O;kIr dfe;ksa vFkok

fojks/kh lwpukvksa ds dkj.k gks ldrs gSA

miHkksDrk }kjk vLohd`r mRikn laKku&fookn mRiUu dj nsrs gSA fy;ks

QsfLVUtj dk ;g fopkj ^^fu.kZ;ksijkUr fookn** ds uke ls tkuk tkrk gSA vr% Øsrk dks

vLohd`r fodYiksa dk vkd"kZ.k] pqus gq, fodYiksa ds udkjkRed igyw] vusd fodYiksa dh

miyC/krk] ilanxh dh lekurk,¡] foxr vuqHko rFkk mRikn ds ckjs esa KkukHkko vkfn


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?kVdksa dh tkudkjh gksrh gS tks fd mldh fpark dk dkj.k curh gS]23 ifj.kkeLo:i

fparkvksa dh ;g n'kk,¡ fu.kZ;ksaijkUr fookn dk funsZ'ku djrh gSA bu ifjfLFkfr;ksa ds

vUrxZr miHkksDrk fuEufyf[kr izfrfØ;k djrk gS%

(i) mlds Lo;a ds }kjk izkIr dh xbZ lwpuk,¡ fo'okl fnykus dk iz;Ru djsxh]

tks mRikn Ø; esa lgk;d gksxhA

(ii) og mu lwpukvksa ds L=ksr ls vyx jgsxk tks fd mlds Ø; fo'okl dks

de djrs gSA

(iii) vLohd`r mRiknksa ds ifj.kkRed xq.k vkSj mRikn Ø; ds /kukRed xq.k ds

ckjs esa og tkudkjh izkIr djus dk iz;Ru djsxkA

vusd O;fDr;ksa dk fopkj gS fd bl fl}kUr dks fu.kZ; iwoZ O;ogkjksa ds

Li"Vhdj.k gsrq iz;qDr fd;k tk ldrk gS] blds foijhr dqN yksxksa dk ;g ekuuk gS

fd vusd n'kkvksa esa iwoZ&fu.kZ; O;ogkjksa dk i;kZIr Kku djkus esa laKku fopkj/kkjk

fl}kUr vf/kd lg;ksx ugha djrk gSA24 gksyksos tSls fo}ku }kjk fd, x, izk;ksfxd

losZ{k.kksa us tks fu"d"kZ izLrqr fd;s gSa os crykrs gS fd ,slk fookn mu oLrqvksa ds Ø;

esa de iSnk gksrk gS tks vfr izyksHku ds lkFk [kjhnh tkrh gSA blh izdkj ftu Øsrkvksa

ds ikl i;kZIr tkudkjh vkSj lwpuk,¡ gksrh gS] os Hkh bl vleatl dh fLFkfr ls dkQh

cps jgrs gSA lokZf/kd fookn ;k vlatlerk mu oLrqvksa ds Ø; fu.kZ; dh ifjfLFkfr;ksa

esa mRiUu gksrh gS ftuds vf/kdka'k xq.k leku gksA

vr% Hkkjr esa miHkksDrk O;ogkj v/;;u izdV djrs gS fd tc ^^miHkksDrk

fofHkUu fodYiksa ds vusd xq.kksa vFkok rRoksa dk lkeuk djrs gS rc og laHkor% fu;fer

czk.M ilan ds Ø; dk fu.kZ;u djrs gS ysfdu og viuh okLrfod ilan ds ckjs esa

ges'kk vfu'fprrk eglwl djrs gSA**25

13- Hkkjrh; lanHkZ esa miHkksDrk Ø; O;ogkj

(CONSUMER BUYING BEHAVIOUR IN INDIAN CONTEXT)



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tula[;k dh n`f"V ls Hkkjr fo'o esa nwljs LFkku ij gSA ;agk 600000 xk¡o ,oa

yxHkx 5000 dLcs rFkk 'kgj gSA bu dLcksa vkSj 'kgjksa esa fofHkUu vkB dsUnz 'kkflr

izns'k gS tgka dqy ns'k dh turk dk 20 izfr'kr fgLlk fuokl djrk gSA bl ns'k esa

17 fofHkUu Hkk"kkvksa dk lewg gS vkSj ;agk dksbZ jk"Vªh; iz/kku iks'kkd] vknrsa ;k

izkFkfedrk ds rjhds ugha gS tSlk fd fodflr ns'kksa esa izk;% gksrk gSaA miHkksDrk ,oa

Øsrk O;ogkj dk cnyrk rjhdk] HkkSxksfyd] lkaLd`frd] /kkfeZd] vkSj {ks=h; foHksn

Hkkjrh; foi.ku iz.kkyh dks izHkkfor djrk gSaA lkekU; Hkkjrh; ,d fuf'pr czk.M ds

izfr dBksj fu"Bkoku gksrk gS vkSj vKku o'k nwljs czk.M dks viukus esa fgpfdpkrk gSA

Hkkjrh; miHkksDrkvksa esa vPNh fdLe ds mRiknksa] mfpr dher vkfn ds izfr tkx`fr nsjh

ls 'kq: gqbZ gS vkSj vc ;g fujUrj c<+ jgh gSA

izk;% Hkkjrh; miHkksDrk ds ckjs esa ;g dgk tkrk gS fd og ykxr ds izfr vFkkZr

dher ds izfr vf/kd tkx:d gS vkSj fdLe dks vf/kd egRo ugha nsrk gSA oLrqr% vc

;g ckr izkekf.kd ugha ekuh tk ldrh gSA Ø;&'kfDr ,oa 'kS{kf.kd Lrjksa ds Åapk gksus

ds lkFk&lkFk Hkkjrh; miHkksDrk esa fdLe psruk dk lapkj rsth ls gqvk gS vkSj gksrk

tk jgk gSA Hkkjrh; miHkksDrk fons'kh oLrqvksa dks Åaps ewY;ksa ij Hkh [kjhnus dks

ykykf;r jgrs gSA fons'kh oLrqvksa ds izfr tks yyd vkSj ykylk rsth ls c<+h gS] og

mPp oxZ vkSj e/;e oxZ ds miHkksDrkvksa dh [kjhn lajpukvksa dks izHkkfor djrh gSA

lkekU; miHkksDrk fdLe okyh oLrq dks dher dh rqyuk esa rHkh izkFkfedrk nsrk gS

tcfd fdLe ,oa dher ds chp mfpr vkuqikfrd lEca/k gksA ;fn dher dkQh vf/kd

gS rks og fdLe dh mis{kk dj ldrk gSaA oLrqvksa dh dkQh uhph dhersa Hkh miHkksDrk

dks izHkkfor djrh gSA

Hkkjrh; miHkksDrk ds Ø; O;ogkj lkSnsckth dh izo`fÙk ,oa bjkns dks vfHkO;Dr

djrs gSA xzkeh.k miHkksDrk izk;% lkSnsckth }kjk gh [kjhn djrs gSA i<+s fy[ks izxfr'khy

n`f"Vdks.k okys miHkksDrk lkSnsckth rks ugha djrs gS fdUrq bjknk vo'; izdV djrs gS]

os izk;% ;g dgdj bjknk izdV djrs gS fd vc rks dhersa fxj x;h gS vFkok ;g

LVkWd rks iqjkuh dherksa okyk gksxk] fdUrq dherksa esa deh gsrq vR;f/kd ncko ugha

Mkyrs gSA Hkkjrh; miHkksDrk vf/kd i<+s fy[ks ugha gS vkSj iw.kZr% lwfpr ugha gSA


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Hkkjrh; miHkksDrk oxZ czk.M ds izfr vf/kd tkx:d gksrk tk jgk gS] czk.M okyh

oLrqvksa dks vf/kd fo'oluh;] fdLe okyh vkSj izkekf.kd ekurk gSaA czk.M okyh oLrqvksa

ds fy, vf/kd Åaph dher Hkh nsus dks rS;kj jgrk gSA ;|fi vU; lkekftd]

euksoSKkfud ,oa vkfFkZd Ø;&izsj.kk,a vkSj O;kolkf;d lqfo/kk,¡ Hkkjrh; miHkksDrkvksa ds

[kjhn fu.kZ;ksa dks izHkkfor djrh gS] fQj Hkh lokZf/kd :i ls m/kkj ,oa xkj.Vh lqfo/kk,¡

mUgsa fujUrj iqu[kZjhn gsrq izsfjr djrh gS] laj{k.k izsj.kk nsrh gS vkSj i;kZIr ek=k esa

[kjhn gsrq izksRlkfgr djrh gSA oLrqr% Hkkjrh; miHkksDrk dh fuEu Lrjh; vkfFkZd fLFkfr

us m/kkj ds egRo dks c<+kok fn;k gSA blds vykok lhfer Ø;&'kfDr ds vR;qÙke

lnqi;ksx dks lEHko cukus dh rhoz bPNk us Hkh mUgsa xkj.Vh 'krksZa ds izfr lEeku izdV

djus dks foo'k fd;k gSA

Hkkjrh; miHkksDrk vius fgrksa] :fp;ksa] vf/kdkjksa rFkk dfBukb;ksa ds izfr tkx:d

rks gS] fdUrq os muds ckjs esa lEcaf/kr i{kksa dks f'kdk;r ugha djrs gSA cgqr de

i<+s&fy[ks yksx xyr oLrq dh [kjhn dks viuh ew[kZrk ekudj /khjt dj ysrs gSA

i<+s&fy[ks yksx Hkh fuekZrkvksa dks nks"kiw.kZ oLrqvksa ds ckjs esa izk;% f'kdk;r ugha djrs gSA

L=h Øsrk & oxZ oLrqvksa ds mi;qDr u gksus ij nqdkunkjksa ds lkeus >qa>ykgV izdV

djds vkSj oLrq cnyok dj lUrks"k dj ysrk gSA orZeku esa f'kdk;rh izo`fÙk dks c<+kok

feyus yxk gSA ljdkj Lo;a gh miHkksDrkvksa ds fgrksa dh j{kk ds fy,] fdLe] dher]

yscfyax] czkafMax vkfn fØ;kvksa vkSj O;ogkjksa ij fu;a=.k j[krh gSA Hkkjrh; miHkksDrkvksa

dk mPp o e/;e oxZ ,d lkFk vR;f/kd ek=k esa [kjhn djus dh izo`fÙk dks c<+kok ns

jgk gSA ukSdjh is'ks okyk oxZ Hkh iwjs eghus ds izFke lIrkg esa gh leLr [kjhn djuk

vf/kd ilUn djrk gSA m/kkj dh lqfo/kkvksa us iquØZ; rFkk Hkkjh ek=k esa Ø; dks

izksRlkfgr fd;k gSA Hkkjrh; miHkksDrkvksa dh miHkksx lajpuk;sa rsth ls cnyrh tk jgh

gSA e/;eoxhZ; miHkksDrk Hkh vkjke ,oa lqfo/kk dh oLrq,¡ rFkk x`gf.k;ksa ds le;&Je

dks cpkus okys ?kjsyw midj.kksa dh [kjhn djus yxs gSA mÙke iSdsftax ,oa yScfyax

okyh oLrqvksa dks miHkksDrk vf/kd ek=k esa [kjhnus yxk gSA Hkkjrh; miHkksDrk oxZ oLrq

ds jax ,oa [kq'kcw dks Hkh viuh ilUn dh izkFkfedrkvksa esa lfEefyr djus yxk gSA



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?kjsyw miHkksDrkvksa dh vk; dk ,d cgqr cM+k Hkkx] vlaxfBr {ks= ds fcuk fdlh

xkj.Vh okys] fcuk czk.M ds [kqys ,oa LFkkuh; mRiknksa dks Ø; djus esa [kpZ gksrk gSA

,d Hkkjrh; miHkksDrk eq[; :i ls vius ikfjokfjd lewg ls izHkkfor gksrk gSA vkSlru

Hkkjrh; xzkgd u, mRikn dks Lohdkj djus esa le; yxkrk gS vkSj og lwpukvksa ds

fy, foØsrkvksa ij fuHkZj jgrk gSA vr% Hkkjrh; miHkksDrk oxZ dk O;kikfj;ksa esa vf/kd

fo'okl ugha gksrk gS vkSj os izk;% larq"Vh dks ysdj vlarq"V jgrs gSA fQj Hkh Hkkjrh;

xzkgd ds O;ogkj esa Vsyhfotu usVodZ vkSj if=dkvksa] eSxthu vkfn ds izpkj

QyLo:i FkksM+k ifjorZu gqvk gSA

14- ewY;kadu ds fy, vko';drk

(NEED FOR FURTHER EVALUATION)

Hkkjrh; lekt foKku vuqla/kku ifj"kn~ (vkbZ- lh- ,l- ,l- vkj-) us izca/k

vuqla/kku ij ,d losZ{k.k izfrosnu izLrqr fd;k]26 ftlesa ;g izdV fd;k x;k gS fd

miHkksDrk O;ogkj dk v/;;u foi.ku {ks= esa ,d vNwrk fgLlk gS ftl ij T;knk [kkst

ugha dh xbZ gSA miHkksDrk O;ogkj ds ckjs esa orZeku nkSj esa tks Kku miyC/k gS og

miHkksDrk ds O;ogkfjd izfreku ds v/;;u rd lhfer gSA vuq'kkflr miHkksDrk O;ogkj

vHkh rd ckY;koLFkk vFkok izFke voLFkk esa gS ysfdu ;g rsth ls c<+ jgk gSA

miHkksDrk O;ogkj ij vuqla/kku lhfer gksus ds dkj.k bl ij vHkh vuqla/kku dh

vko';drk gS] bl voyksdu us eq>s orZeku v/;;u ds fy, vkxs c<+k;k gSA izLrqr

v/;;u ;g tkuus ds fy, fd;k x;k gS fd D;k fofHkUu rRo vFkok dkjd miHkksDrk

czkaM ilUn O;ogkj dks izHkkfor djrs gSA

REFERENCES- I

1. Wroe. Alderson, Dynamic Marketing Behaviour

(Home wood, Illinois: Richard D.Irwin. Inc,1965), P. 184- 210


of 142

2. D.R. Saini, Marketing –A Behavioural Approach (Jaipur: Printwell

Publishers,1986),P.2

3. D.R. Saini,op.Cit. P.3

4. James F. Engle etal., Consumer Behaviour (New York: Holt, Rinehart

and Winston,1968), P.13.

5. Purnell H. Benson, “ Fitting and Analyzing Distribution Curves of

Consumer Choice, “Journal of Advertising Research, March 1965, P.28-

34

6. Philip Kotler, Marketing Management (Engle Wood Cliffs, N.J.: Prentice

Hall, Inc. ,1966), P. 43-65

7. William J. Stanton, Fundamentals of Marketing Management (New

York: Mc Graw Hill, Inc., 1981), P.86

8. Wroe Alderson, op.Cit. P. 144

9. William D. Wells and Leonard A. Losciuto, Direct observation of

Purchasing Behaviour, ``Journal of Marketing Research”, August

1966, P. 227-233

10. J.C. Gandhi, Marketing-A Managerial Introduction (New Delhi: Tata

McGraw-Hill Publishing, Co. Ltd.,1985),P.61

11. Phillip E. Jacob``Social Change and student values “Educational

Record”, Vol.41 (1960),P. 338-346

12. Do. Hebb, A Text Book of Psychology (Philadelphia:

Sounders,1966)

13. James F. Engle etal, op.Cit. ,P.147 .

14. Elizabeth H. Wolgast, “Do Husbands or wifes Makes Purchasing,

Decision” Journal of Marketing, vol. 23(october,1958), P. 151-158



of 142

15. John W. Thibaut and Harold H, Kelly , The Social Psychology of Groups

(new york John wiley & sons, 1957) chap. 8 .

16 . Philip Kotler op.Cit. P.79

17. Pierre Martineau, “ Social class and Spending Behaviour’’ Journal of

Marketing , vol, 23 (October, 1958) P. 121-138

18. William J. Stanton, op.Cit., P.94

19. J.A. Howard and J.N. Sheth, The Theory of Buyer Behaviour (New york:

John Wiley & Sons, 1968), P.89

20. Harold H, KassarJian and thomas S. Robertson (ed.) Perspectives In

Consumer Behaviour (Gienview , illinois Scott, Foresman and Company

1968); P. 60-61

21. David Krech etal’’ Individual In Society (New york: Mc Graw Hill Book

Co. ,1962), chap.5

22. Leon Festinger, A Theory of Cognitive Dissonance illinois : Raw,

Peterson, 957 )

23. Ibid .

24. Sadani Oshikawa “Can Cognitive Dissonance Theory Explain

Consumer Behaviour “ Journal of Marketing, oct. 1969.P.49 Quoted in

Lazer P.476

25. S.C. Mehta and A. Pandya, Predicting New Product Success: Role

Product Categary Related Variables (Ahmedabad” Indian Institute of

Management, 1978.)

26. I.C.S.S.R.: A Survey of Research In Management vol. 2. (New Delhi :

Vikas Publishing House Pvt. Ltd. ,1977.),P.66-75.

***********


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v/;k; & II

vuqla/kku dk;Z&fof/k

(RESEARCH METHODOLOGY)

Lkkekftd foKku esa vuqla/kku ,d lrr~ izfØ;k gS] ,d 'kk'or fopkj gS tcfd

Hkksfrd foKku esa 'kks/k dh fo"k; oLrq inkFkZ gSA vr% ogk¡ 'kks/k izfØ;k dqN fuf'pr

fu;e vkSj vuq'kklu esa ca/kh jgrh gS] ij O;kogkfjd foKkuksa esa 'kks/k izfØ;k esa yksp dh

O;kid laHkkouk;sa jgrh gSA vuqla/kku ;kstuk dk fuekZ.k] fo'oluh;rk vkSj lkFkZdrk dh

tk¡p] izlkekU;rk ls fopyu vkSj fo"kerk] izk;ksfxd dYiukvksa dk fuekZ.k vkSj ijh{k.k]

'kks/k ;kstuk dk foLrkj gSA leL;k dk fu/kkZj.k ,oa fu/kkZfjr leL;k ds vuqdwy

fo'ys"k.k] fuoZpu vkSj iwokZuqeku ds fy, 'kks/k ;kstuk dk Øfed pj.kksa esa foHkktu

fd;k tkrk gS] 'kks/k ifj;kstuk dk {ks= fu/kkZfjr fd;k tkrk gS] Li"V lhek,¡ le>h

tkrh gS ,oa vUrr% 'kks/k izfØ;k dk vk/kkj fu/kkZfjr fd;k tkrk gSaA

izLrqr v/;;u ds lanHkZ esa vuqla/kku leL;kvksa vkSj bldh mi;qDrrk dks

fu/kkZfjr djus ds fy, ;g vko';d le>k x;k fd leL;kvksa dk vkuqHkfod v/;;u

fd;k tk,] blfy, dk;Zfof/k dk <kapk bl rjg ls r; fd;k x;k tks bl lEiw.kZ

iz;kl dks lgh fn'kk ns ldsA bl vfHkxe dks ekSVs&rkSj ij fuEu Hkkxksa esa ck¡Vk x;k gS%

(a) lEiw.kZ vuqla/kku ifj;kstuk ds fy, izkjfEHkd vuqla/kku

(PRELIMINARY RESEARCH FOR THE ENTIRE RESEARCH

PROJECT)

(b) ifj;kstuk dk vfUre fu;kstu vkSj dk;kZUo;u

(FINAL PLANNING AND EXECUTION)

(a) lEiw.kZ vuqla/kku ifj;kstuk ds fy, izkjfEHkd vuqla/kku (PRELIMINARY

RESEARCH FOR THE ENTIRE RESEARCH PROJECT):



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(1) lkekU; vUos"k.kkRed dk; Z (General Exploratory Work):

vUos"k.k ,d yEcs le; ls ekuo izk.kh dk :fpiw.kZ fo"k; jgk gSA izR;sd

O;fDr lgt gh vU; vuqla/kkudÙkkZ }kjk igys ls fd, tkus okys dk;ksZa dks ns[kdj

[kkst dh Hkkouk tkxzr djrk gSA og igys ls fd, tkus okys vuqla/kku leL;kvksa dh

iqu% vkykspukRed leh{kk djrs gSA vuqla/kku miyC/k gksus ls u dsoy vUr}Zf"V

fodflr gqbZ cfYd vuqla/kku ds fy, lanHkZ <kapk Hkh rS;kj gqvkA vUos"k.kkRed

vuqla/kku dks le>krs gq, Dys;j lsfyt us lq>ko fn;k fd vUos"k.kkRed vuqla/kku esa

ifjdYiukvksa ds izfriknu vkSj vUr}Zf"V ij Hkh tksj fn;k tkuk pkfg,A vUos"k.kkRed

dk;Z vuqla/kkudÙkkZ esa vUos"k.k leL;kvksa ls lEcaf/kr fopkjksa ij tksj nsrh gSA1

bl pj.k ij 'kks/kkFkhZ us funsZ'kkuqlkj dk;Z fd;k vkSj ;g dk;Z djrs gq, fofHkUu

lkfgR;ksa dks Nk¡Vus dk iz;kl fd;k] rRi'pkr~ mudk iqujkoyksdu fd;k x;kA blds

vfrfjDr izdkf'kr o vizdkf'kr if=dkvksa] lekpkj i=ksa rFkk fofHkUu L=ksrksa tSls%&

'kS{kf.kd if=dkvksa o iqfLrdkvksa vkfn dk Hkh lgkjk fy;k x;kA ifjdYiukvksa ds

izfriknu vkSj izk;ksfxd lEHkkoukvksa dk irk yxkus ds fy, vuqHko losZ{k.k fd;k x;kA

vuqHko losZ{k.k ds fy, v/;;u esa fofHkUu iz'uksa dh lgk;rk yh xbZA bu iz'uksa ls

v/;;u fo"k; vFkok leL;k ls lEcaf/kr ftu O;fDr;ksa dks vuqHko vkSj Kku gS] dk

losZ{k.k dj muls fopkjksa dks tkuus dk iz;kl fd;k x;kA bl rjg vUos"k.k vuqla/kku

ds nkSjku lkfgR; losZ{k.k] vuqHkoh O;fDr;ksa dk losZ{k.k ;k vuqHko losZ{k.k rFkk

vUr}Zf"V dks mdlkus okyh ?kVukvksa dk fo'ys"k.k vFkkZr~ fof'k"V mRikn ls lEcaf/kr

p;fur ?kVukvksa dk fo'ys"k.k vuqla/kku vuqHko esa lgk;d fl} gq, gSA2

(2) v/;;u {ks= ls lEcaf/kr O;fDr;ksa ds lkFk izkjfEHkd lk{kkRdkj (Preliminary

Interviews with Related Persons):

lkfgR;ksa dks Nk¡Vusa vkSj iqujkoyksdu ds i'pkr~ 'kks/kkFkhZ us fofHkUu oxZ leqnk;

okys mÙkjnkrkvksa dk vkeus&lkeus dh fLFkfr esa O;fDrxr lk{kkRdkj fd;k tks iw.kZ

:i ls vizfrcaf/kr vkSj vukSipkfjd FkkA lk{kkRdkj ysus dk 'kks/kkFkhZ dk mís'; ;g


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tkuuk Fkk fd os lkcqu (ugkus ds) dk Ø; fu.kZ; djrs le; fdu rRoksa vFkok dkjdksa

ij fopkj djrs gSA bl rjg mÙkjnkrkvksa ls vukSipkfjd fopkj foe'kZ djus ds

i'pkr~ gh ;g eglwl fd;k x;k fd vuqla/kku ds fy, dkSulh ifjdYiuk mi;qDr

jgsxhA ;g vko';d le>k x;k fd ,slh ifjdYiukvksa dk irk yxk;k tk, ftldk

vc rd dsoy lhfer fodkl gh lEHko gks ik;k gS rFkk ftlesa tfVy ifjdYiukvksa ds

ijh{k.k ds fy, vko';d foLr̀r iz;ksx ugha fd;s tk ldrs gSA O;fDr;ksa ds vius

vuqHko dk iqujkoyksdu rFkk mudh izfrfØ;k tkuus ds i'pkr~ gh 'kks/kkFkhZ ds fopkj esa

vk;k fd vUos"k.kkRed vuqla/kku dks izk;ksfxd lEHkkoukvksa ds :i esa fodkl djus ij

tksj fn;k tkuk pkfg, vkSj yksxksa dk izfrn'kZ dSlk eglwl djrs gS] blds fu/kkZj.k ds

fy, lEHkkoukvksa dk dsoy ekxZizn'kZu ugha gksuk pkfg,A fQj Hkh] 'kks/kkFkhZ ds fy, ;g

dfBu le; Fkk tc mÙkjnkrkvksa }kjk bl ckjs esa jk; tkuus dk iz;Ru fd;k x;k fd

lkcqu ds Ø; fu.kZ; djrs le; os fdu rRoksa vFkok dkjdksa ij fopkj djrs gSa?

mÙkjnkrkvksas ds fy, Hkh ;g ,d dfBu le; Fkk] D;ksafd os lkekU;r% bu fofHkUu rRoksa

vFkok dkjdksa ij rHkh fopkj djrs gS tc fd og lkcqu Ø; dj jgs gksrs gSA bu lHkh

ds i'pkr~ Hkh 'kks/kkFkhZ }kjk mÙkjnkrkvksa dh jk; tkuus dk vFkd iz;kl fd;k x;kA

(b) ifj;kstuk dk vfUre fu;kstu vkSj dk;kZUo;u (FINAL PLANNING AND

EXECUTION)

vfUre fu;kstu ds dk;ksaZ esa ifjdYiukvksa dk fuekZ.k] leadksa ds ladyu ds fy,

rkfydk dh rS;kjh vkSj iwoZ&ijh{k.k] dkYifud lkj.kh dh rS;kjh vkSj fun'kZu] izjpuk

dh ;kstuk vkfn 'kkfey gSA

;kstuk ds dk;kZUo;u esa leadkas dk ladyu] leadksa dh lkj.kh;u] ekiØe]

ifjdYiuk dh tk¡p] fo'ys"k.k ,oa fuoZpu] vuqla/kku izfrosnu dh rS;kjh rFkk lanfHkZdk

'kkfey gSA

(1) ifjdYiuk dk fuekZ.k (Formulation Of Hypothesis):



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ifjdYiuk ,d ,slk fopkj vFkok fl}kUr gS ftls vuqla/kkudÙkkZ v/;;u ds

y{; ds :i esa j[krk gS] mldh tk¡p djrk gS] rFkk v/;;u ds fu"d"kZ esa izkDdYiuk

ds lR; fl} gksus ij ,d fl}kUr ds :i esa LFkkfir djrk gS] vlR; fl} gksus ij

R;kx nsrk gSA bl izdkj ls izkDdYiuk ,d dPpk fl}kUr gS ftls vuqla/kku esa ijh{k.k

ds fy, j[kk tkrk gSA ,Q-,u-dfyZtj us Li"V fd;k fd ,d izkDdYiuk nks ;k nks ls

vf/kd ifjoR;ksZ ds chp lEca/k iznf'kZr djus okyk ,d vuqekukRed dFku gSA3 xqMs vkSj

gk¡V ds dFkukuqlkj] vuqla/kku dk ewy igyw vuqla/kku dks bl rjg ls LFkkfir djuk

gS ftlls rkfdZd vFkok rdZlaxr fu"d"kZ dks fudkyk tk ldsA4 ih-oh-;ax ds vuqlkj

,d vLFkkbZ ysfdu dsUnzh; egRo dk fopkj tks mi;ksxh vuqla/kku dk vk/kkj cu tkrk

gS] mls ge dk;Zdkjh izkDdYiuk dgrs gSA5

,d ifjdYiuk dk dk;Z ?kVukvksa ds chp fof'k"V lEca/kksa dks bl izdkj O;Dr

djuk gS fd bl lEca/k dk vkuqHkfod ijh{k.k fd;k tk ldsA vr% ifjdYiukvksa dks

rS;kj djus esa dYiuk ds lHkh Lohsd``r fu;eksa dks /;ku esa j[kk x;k] rRi'pkr~

ifjdYiukvksa dk fu/kkZj.k fd;k x;kA ifjdYiuk dk Lrjhdj.k fd;k tkuk Hkh

vko';d FkkA

bl rjg] ifjdYiuk nks Lrjksa ij cukbZ xbZ gS% izFke ,d dsUnzh; ifjdYiuk

cukbZ xbZ fd] lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le;

miHkksDrkvksa }kjk lkcqu Ø; djus dk fu.kZ; fd;k tkrk gSA f}rh; Lrj dh ifjdYiuk

dk fu:i.k oxhZd`r ?kVdksa ds vk/kkj ij fd;k x;k] tks fuEu gS%

(i) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gSa ftl le; 18 ls 45 o"kZ

ds vk;q lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k

tkrk gSaA

(ii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; 46 ls 70 o"kZ

ds vk;q lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k

tkrk gSA


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(iii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; iq:"k

mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA

(iv) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gsS ftl le; L=h


(v) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; vfookfgr

mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSSaA

(vi) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fookfgr


(vii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gSa ftl le; mPp lSd.Mjh

ds uhps f'kf{kr mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k

tkrk gSaA

(viii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gSa ftl le; mPp lSd.Mjh

vkSj Lukrd ds uhps chp f'kf{kr mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij

fopkj fd;k tkrk gSA

(ix) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; Lukrd vkSj

Åij f'kf{kr mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk

gSA

(x) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gSa ftl le; lsok dk;Z esa

layXu mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA

(xi) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; O;kikj dk;ksaZ esa

layXu mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk gSA

(xii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; is'ksoj@ vU;

;k lsokfuo`r mÙkjnkrkvksa }kjk lkcqu Ø; djus ds fu.kZ; ij fopkj fd;k tkrk

gSA



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(xiii) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; :- 600@&

ls :- 2600@& izfr eghuk vk; lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus

ds fu.kZ; ij fopkj fd;k tkrk gSA

(xiv) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; :- 2600@&

ls :- 4600@& izfr eghuk vk; lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus

ds fu.kZ; ij fopkj fd;k tkrk gSA

(xv) lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; :- 4600@&

vkSj Åij izfr eghuk vk; lewg okys mÙkjnkrkvksa }kjk lkcqu Ø; djus ds

fu.kZ; ij fopkj fd;k tkrk gSA

(2) iz'uksa dh Øec}rk dk fooj.k (Statement Of Question Hierarchy):

fofy;e lh- beksjh us viuh iqLrd ^O;olk; vuqla/kku fof/k* (Business

Research Method) esa mYys[k fd;k fd vuqla/kku esa iz'uksa dh Øec}rk gksrh gS

ftlesa iz'uksa ds pkj Lrj 'kkfey gksrs gS% izcU/k lEca/kh iz'u] vuqla/kku iz'u]

vUos"k.kkRed iz'u vkSj orZeku v/;;u ds lanHkZ esa ifjekiu leL;kvksa ds fy, iz'uA6

izLrqr v/;;u ds lanHkZ esa izcU/k leL;k gS fd miHkksDrk vU; czk.M dh vis{kk

,d fo'ks"k czk.M dk gh p;u D;kas djrk gS? vuqla/kku iz'u gS fd D;k miHkksDrk czkaM

ilUn O;ogkj dks fofHkUu rRo vFkok dkjd izHkkfor djrs gS ? vUos"k.kkRed iz'u gS%

(i) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu

vk;q lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?

(ii) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu

fyax lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?

(iii) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu

oSokfgd&fLFkfr okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS?


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(iv) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu

'kS{kf.kd&i`"BHkwfe okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS?

(v) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu

O;olk; okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS?

(vi) D;k lHkh dkjd vFkok rRo leku :i ls egRoiw.kZ gksrs ftl le; fofHkUu

vk; lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS ?

(3) leadkas dk ladyu djus ds fy, rkfydk dh rS;kjh vkSj iwoZ&ijh{k.k

(Preparation and Pre-Testing Of The Schedule For Collecting

Data):

lead izkFkfed ,oa f}rh;d nksuks gh gks ldrs gSA izkFkfed lead vuqla/kkudÙkkZ

dks ekSfyd :i ls ladfyr djus gksrs gS tcfd f}rh;d lead iwoZ esa fdlh vU; }kjk

ladfyr gksrs gS ftUgs vuqla/kkudÙkkZ mi;ksx esa ys ldrk gSA izkFkfed leadkas dks

ladfyr djus ds fy, vf/kd le;] Je] ,oa /ku dh vko';drk gksrh gS ysfdu bl

rjg ds lead vR;f/kd fo'oluh; gksrs gSA izLrqr v/;;u izkFkfed leadkas ds vk/kkj

ij fd;k x;k gSA izkFkfed leadksa dks izkIr djus ds ewy lk/ku gS] vkilh laoknA

vkilh laokn esa mÙkjnkrkvksa ls iwNs x, fufnZ"V iz'u 'kkfey fd, tkrs gSA losZ{k.k

midj.k }kjk mÙkjnkrkvksa ls lEidZ LFkkfir fd;k tkrk gS vkSj leadkas dks ,df=r

djus dk iz;kl fd;k tkrk gSA vr% losZ{k.k Hkh izkFkfed leadkas dks izkIr djus dk ,d

izeq[k midj.k gSA

rkfydk] vuqla/kku leL;k lek/kku ds fy, vko';d leadksaa ds laxzg gsrq iz;ksx

es yk;k tkus okyk ,d vuqla/kku midj.k gS ftlds vUrxZr lko/kkuhiwoZd pqus gq,

iz'uksa dh ,d ,slh lwph gksrh gS ftuds mÙkj lk{kkRdkjdÙkkZ }kjk mÙkjnkrk ls

vko';d lwpuk izkIr djrs gq, Hkjk tkrk gSA rkfydk ds fofHkUu igyqvksa ls lEcaf/kr

rF; iz'ukoyh midj.k ls lEcaf/kr rF;ksa tSls gh gSA ekjokM +ftys dk losZ{k.k

djus ds fy, rkfydk dh vko';drk eglwl dh xbZAbl rkfydk esa mu lHkh iz'uksa

dks 'kkfey fd;k x;k tks v/;;u dh n`f"V ls vko';d gSA rkfydk dks izcU/k lEca/kh



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iz'uksa ds mÙkj izkIr djus ds fy, rS;kj dh xbZA bl rkfydk esa vuqla/kku iz'u vkSj

vUos"k.kkRed iz'uksa dk Li"V mYys[k fd;k x;k] lkFk gh rkfydk ds iz'uksa dh Øec}rk

esa izLrqr v/;;u ds lanHkZ esa ifjekiu leL;kvksa ls lEcaf/kr iz'uksa dks Hkh 'kkfey fd;k

x;k gSA tSlk fd iz'uksa dh Øec}rk dk igys mYys[k fd;k tk pqdk gS] og vuqla/kku

dh n`f"V ls dkQh rkfdZd gSA iz'uksa dh Øec}rk esa lcls igys ifjp; lEca/kh iz'u

vFkkZr oxhZd`r ?kVdksa dh tkudkjh vkSj rRi'pkr izLrqr v/;;u ds lanHkZ esa laf{kIr

leadksa dks izkIr djus lEca/kh iz'uksa dh rdZlaxrk ds lkFk leLr iz'uksa dk Øec} :i

ls Li"V mYys[k rkfydk esa fd;k x;kA rkfydk dk <+k¡pk rS;kj djus esa pkYlZ ,Q-

dSuy vkSj jkcVZ ,y- dkUg }kjk fn, lq>koksa ls mfpr ekxZn'kZu feykA vr% muds

vuqlkj rkfydk es nks mís';ksa dks eq[;r;k /;ku esa j[kk tkuk pkfg, %

(i) izFke] blesa vuqla/kku ds mís';ksa dk fof'k"V iz'uksa esa vuqokn gksuk pkfg,A

(ii) f}rh;] ;g lk{kkRdkjdÙkkZ dks mÙkjnkrkvksa ls vko';d lwpuk,¡ izkIr djus esa

(laokn) izsj.kkFkZd lgk;rk djsA vU; 'kCnksa esa ;g mÙkjnkrkvkas dks izsfjr djus

okyh gks ftlls ;g vko';d lwpuk,¡ lk{kkRdkjdÙkkZ dks ns ldsA7

izLrqr v/;;u esa iz'ukoyh ds LFkku ij rkfydk ;k vuqlwph (Schedule) ds

mi;ksx dks izkFkfedrk nh xbZ gS D;ksa fd %

(b) izfrp;u esa vyx&vyx lk{kj dksfV vkSj oxksZ ds mÙkjnkrkvksa dh fo'kky la[;k

Fkh tks fd fofHkUu {ks=ksa esa QSys gq, Fks] blfy, izR;sd mÙkjnkrkvksa }kjk Hkjh xbZ

iz'ukoyh dks lgh ugha ekuk tk ldrk FkkA

(b) blds vykok] iz'ukoyh ls mÙkj izkIr djus dh lEHkkfork Hkh izk;% Å¡ph gksxhA

vr% ^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu (ekjokM {ks= ds

miHkksDrkvksa dk v/;;u)** fo"k; dk v/;;u iz'ukoyh ds vk/kkj ij ugh fd;k x;k]

D;ksa fd blesa fo'oluh;rk dk vHkko gksrk gSA iz'ukoyh ds LFkku ij rkfydk }kjk

miHkksDrk czkaM ilUn O;ogkj dk v/;;u fd;k x;k gSA viuk;h xbZ rkfydk esa ekud

iz'u ,oa mÙkj FksA bldk ekudhdj.k djus dk dkj.k ;g lqfuf'pr djuk Fkk fd lHkh


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mÙkj nsus okys leku iz'uksa dk mÙkj nsaA iz'uksa ds fn;s tkus okys mÙkjksa dks nks Jsf.k;ks

esa oxhZd`r fd;k tk ldrk gS tSls% [kqyk iz'u ,oa cUn iz'uA8 [kqyk iz'u og gS ftlesa

mÙkj nsus okys dks fo"k; fn;k tkrk gS ijUrq mls vius 'kCnksa esa mÙkj nsus dk dk;Z

fn;k tkrk gS tcfd cUn iz'uksa esa lEHkkfor mÙkj iz'u esa gh fn;s gksrs gSa ,oa mÙkj nsus

okys dks dsoy viuh fLFkfr ds vuqlkj lcls vf/kd lEHkkfor (fudVre) mÙkj dks

pquuk gksrk gSA fopkj.kh; rkfydk esa cUn iz'uksa dk iz;ksx fd;k x;k D;ksa fd budk

iz;ksx foi.ku ds {ks= esa 'kks/k dk;Z esa fd;k tkrk gSA vuqla/kkudÙkkZ dh vUrZ}f"V

fdruh rdZlaxr vkSj cqf}erkiq.kZ gS] bruk vf/kd egRoiw.kZ ugh gS ftruk fd mls

vius iz'uksa dk iwoZ ijh{k.k djuk gksrk gSA okLrfod {ks=kuqlkj dk;Z dks 'kq: djus ls

igys rkfydk dh izjpuk dk fu/kkZj.k vkSj iwoZ ijh{k.k Hkh fd;k tkuk vko';d gksrk

gSA

iwoZ ijh{k.k iz'uksa dks vafre :i ls lfEefyr djus dk fu.kZ; ysus ds fy, dh

xbZ vko';d tk¡p gSAbl tk¡p ls gesa iz'u iwNus ds ekxZ esa vkus okyh vn`';

leL;kvkas rFkk buds lek/kku ds mik;ksa dh tkudkjh izkIr gksrh gSA iwoZ ijh{k.k iz'uksa

ds lkFk fd;k x;k ,d iwoZ iz;kl gS tks ;g ns[kus ds mís'; ls fd;k tkrk gS fd

iz'uksa dh okLrfod fØ;kfof/k D;k gS rFkk D;k bldh i`"BHkwfe esa iz'ukoyh dh yEckbZ]

fo"k;oLrq] Hkk"kk] 'kSyh es fdlh izdkj ds la'kks/ku dh vko';drk gSA iwoZ ijh{k.k mÙkjks

esa Øe dh deh dks Li"V djrk gS] iz'uksa ds Øe esa ifjorZu fd, tkus ij izR;qÙkjks esa

vR;f/kd vUrj iznf'kZr djus okys iz'uksa ds Øe dks Li"V djrk gSA rkfydk dk iwoZ

ifj{k.k vuqla/kkudÙkkZ dks mÙkjnkrkvksa ls mi;qDr lEcU/k cukus esa leFkZ cukrh gSA

iwoZ ijh{k.k ds }kjk iz'uksa dh O;k[;k djus vkSj muesa la'kks/ku djus dh vko';drk dks

tkuk tkrk gSA rkfydk esa 'kkfey xyr iz'uksa dks vyx djus esa iwoZ ijh{k.k ykHknk;d

gSA vr% rkfydk dh lekykspuk vkSj iqu% ijh{k.k vR;f/kd ijeko';d gSA ftl rjg

ge u, mRikn ds fy, iwoZ ijh{k.k djrs gS] mlh leku rkfydk ds izjpuk ds fy,

rkfydk dk iwoZ ijh{k.k fd;k tkrk gSA fxYcVZ ,- pfpZy tktZ us blds lanHkZ esa crk;k

fd tks vuqla/kkudÙkkZ iz'ukoyh ds iwoZ ijh{k.k vkSj lkj.kh;u ij /;ku ugha nsrs gS og



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lh/ks&lkns vFkok ew[kZ gksrs gSA iwoZ ijh{k.k lcls vf/kd lLrk chek gSA vuqla/kku

izfrosnu vkSj iz'ukoyh dh lQyrk dks vuqla/kkudÙkkZ blls fo'oLr dj ldrk gSA9

vuqla/kku mís';ksa ds fy, rkfydk dks mi;ksx esa ykus ls igys bls izfrn'kZu ds

40 mÙkjnkrkvksa ij iwoZ ijh{k.k fd;k x;k A iwoZ ijh{k.k ds i'pkr~ Hkk"kk esa ifjorZu]

Øe esa O;ofLFkr vkfn dk;Z fd;k x;k o iwoZ ijh{k.k dh lgk;rk ls rkfydk]

dkYifud lkj.kh dks rS;kj dh xbZ ysfdu muesa lead ugha FksA

(4) izfrn'kZ izjpuk (Sample Design):

izfrn'kZu lexz ls mlds ,d ,s'ks va'k dk pquko gS ftlds vk/kkj ij lEiw.kZ

lexz ds fo"k; esa ifj.kke fudkys tkus gSA bls izkphu dky ls gh vuqla/kku dk;Z jhfr

ds ,d oS/k ,oa 'kh?kzrk ds lkFk dk;Z djus ds <ax ds :i esa iz;ksx yk;k tkrk jgk gSA

lexz lEiw.kZ fo"k; oLrq vFkok en dk ,d lewg gS ftuds ckjs esa dbZ ;kstuk,¡ cukbZ

tkrh gSA bu lexz fo'ks"krkvksa ds ckjs esa Hkfo";ok.kh izfrn'kZu ds vk/kkj ij gh laHko

gSA izfrn'kZu bl lexz dk ,d NksVk lk va'k gSA

lexz ls pqus x, O;fDr;ksa ds fdlh ,d lewg dks ftlesa lHkh O;fDr lfEefyr

ugha gksrs gSa lexz dk ,d izfrn'kZ dgk tkrk gSA10 izfrn'kZu lexz ds fdlh ,d v'ak

dks ml lexz ds izfrfuf/k ds :i esa ysuk gSA11 fdlh Hkh izfrn'kZu iz.kkyh dks viukrs

gq, pqus x, izfrn'kZ dks vko';d :i ls nks 'krksaZ dh iwfrZ djuh pkfg,%

(i) rkfRod ifjdYiukvksa dk ijh{k.k lEHko gksuk pkfg,A rkfRod ifjdYiuk

izfrn'kZ fo"k; esa iwoZdYiuk,¡ gSA

(ii) lkekU;hdj.k ifjdYiukvksa dk ijh{k.k lEHko gksuk pkfg, vFkkZr~ izfrn'kZ ds

fy, LFkkfir dh xbZ ifjdYiuk dk lexz ij ykxw gksus dh tk¡p lEHko gksuh pkfg;sA

vuqla/kku dks Øec} ,oa izHkkoiw.kZ <ax ls U;wure iz;klksa] le; ,oa ykxr ds

lkFk lapkfyr djus gsrq izjpuk dk fuekZ.k fd;k tkuk vko';d gSA bl rjg v/;;u

ls lEcfU/kr lwpukvksa dk ladyu djus ds fy,] lajpuk esa fufnZ"V leL;kvksa vkSj

vuqla/kku izjpuk ds dk;ksZa dks fodflr djus rFkk lead ladyu ds fy, mu rRoksa dk


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p;u fd;k x;k tks v/;;u ls lEcfU/kr lwpukvksa ds ladyu esa lgk;d gksxhA vr%

le; vkSj ykxr nksuksa ij fopkj djus ds i'pkr~ 'kks/kkFkhZ us lkspk fd v/;;u esa

izfrn'kZu dk;Zjhfr dks izk;ksfxd mís';ksa ds vk/kkj ij rS;kj fd;k tk, tks fd vkfFkZd

:i ;s n{k vFkok dk;Zdq'ky gksA

bl rjg] 'kks/kkFkhZ dks izfrn'kZ ds pquko ds fo"k; esa ekxZn'kZu lakf[;dh&fon~

vFkkZr la[;kfon~ ekxZjsV ds lq>koksa ls feykA vr% izk;ksfxd izfrn'kZu dk;Zjhfr;ksa ds

fodkl ls lEcaf/kr izeq[k lq>ko fuEu gS%

(i) izfrn'kZ dks ml lexz dk iwoZxzg jfgr fp= izLrqr djuk pkfg, ftldk ;g

izfrfuf/kRo djrk gSA (vFkkZr ;g iwokZxzg jfgr gksuk pkfg,A)

(ii) izfrn'kZ fo'oluh; ifj.kke izkIr djus dh n`f"V ls dkQh cM+s vkdkj ds gksus

pkfg,A (vFkkZr ;g =qfV dk fufnZ"V Øeksa esa ekiu djus ;ksX; gksA)

(iii) izfrn'kZu dh izjpuk dk fuekZ.k bl izdkj fd;k tk, fd og dk;Zdq'kyrk dh

n`f"V ls mfpr gksA(vFkkZr oSdfYid izjpuk ds lkFk rqyuk djus okys gksA) 12

jktLFkku xkSjoiq.kZ bfrgkl ,oa ijEijkvks dh og ohj Hkqfe gS] tgkW dh jktiqrkuh

vku&'kku vkSj 'kkS;Z dh dhfrZ fo'o es cstksM gSA igkM& igkfM;kas ij fufeZr nqxZe

nqxksZ] lqjE; >hyks] xgu oukas] iBkjkas rFkk foLr̀r e:Hkwfe vkfn çd`fr ds fofHkUu :ikas

ls J`axkfjr ;gka dh Hkwfe lnSo fo'o ds yksxkas dk /;ku viuh vkSj vkdf"kZr djrh jgh

gSaA Hkkjr ds mÙkjh&if'peh Hkkx es 23˚3* mÙkjh v{kka'k ls 30˚12* mÙkjh v{kka'k rd

rFkk 67˚30* iwohZ ns'kkUrj ls 78˚17* iwohZ ns'kkUrj ds chp jktLFkku jkT; fLFkr gSaA

jkT; ds mÙkj&if'pe Hkkx es fLFkr mÙkj es itkac] mÙkj&iwoZ es gfj;k.kk] iwoZ es mÙkj

çns'k] nf{k.k iwoZ es e/; çns'k] nf{k.k vkSj nf{k.k&if'pe es xqtjkr rFkk if'pe es

ikfdLrku lhekorhZ jkT; gSaA jktLFkku dh tyok;q 'kq"d e:LFkyh; gSaA xfeZ;ksa es

vf/kdrj rkieku 40˚ ls 50˚ lsUVhxzsM ;k vf/kd rFkk lfnZ;ksa es rkieku 'kqU; rd

igaqp tkrk gSaA jktLFkku jkT; dh yEckbZ iwoZ ls if'pe 869 fdeh rFkk pkSMkbZ mÙkj

ls nf{k.k 826 fdeh gSaA {kS=Qy dh n`f"V ls ns'k es çFke LFkku gSa rFkk bldk {kS=Qy

3]42]239 oxZ fdeh gSaA ;gkW ds xkWoks esa çns'k ds yxHkx 77% yksx jgrs gSaA jktLFkku



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jkT; dh dqy tul[;k 68]621]012 O;fDr gSa ftuesa iq:"k 35]620]086 ,oa fL=;kW

33]000]926 gSaA jktLFkku es dqy 33 ftys gSa rFkk ;gka dh jktHkk"kk fgUnh gSaA jktLFkku

jkT; dh lk{kjrk nj 67-06% gS]a ftues iq:"k 80-81% rFkk efgyk,a 52-66% lk{kj

nj gSaA

^^ miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu^^ ifj;kstuk dks djus ds fy;s

ekjokM+ {ks= dk p;u fd;k x;k gSa A mÙkj Hkkjr dk ,sfrgkfld {ks= ekjokM jktLFkku

izkUr ds if'pe esa Fkkj ds e#LFky esa vkaf”kd :Ik ls fLFkr gSaA ekjokM+ laLd`r ds

e:okV 'kCn ls cuk gSa A ftldk vFkZ gSa ekSr dk Hkw&HkkxA izkphu dky esa bl Hkw&Hkkx

dks e: ns”k Hkh dgrs Fks A ;gk¡ dh {kSs=h; Hkk"kk ekjokM+h gSa A ekjokM+ {ks= dh tyok;q

'kq"d e:LFkyh; gSa A xfeZ;ksa esa vf/kdrj rkieku 48 las- ls 150 lsa- ;k vf/kd rFkk

lfnZ;ksaZ es rkieku 'kwU; rd igq¡p tkrk gSa A ;gk¡ ds xk¡oksa esa vf/kdrkj yksx fuokl

djrs gS a rFkk ftudh vk; dk L=ksr Lo;a dk O;olk; ,oa ukSdjh&is”kk gSa A ekjokM

{ks= esa ckM+esj] tkyksj] tks/kiqj] ukxkSj ,oa ikyh ftys vkrs gSa A ckM+esj ftys ds izeq[k

dLcs ckyksrjk] xqM+kekykuh] ck;rq] flokuk] tlksy ,oa pkSgVu ; tkykSj ftys ds izeq[k

dLcs vkgksj] Hkhueky] jkuhokM+k] lk;yk] lkapkSj ,oa ckxksMk ; tks/kiqj ftys ds izeq[k

dLcs 'ksjx<+] Hkksikyx<+] vkslhu] yw.kh] QykSnh] fcykM+k ,oa ihikM+ flVh ; ukxkSj ftys

ds izeq[k dLcs MhMokuk ] ykMuwa] ijcrlj] dqpkeu flVh] esMrk] Msxkuk ,oa edjkuk

rFkk ikyh ftys ds izeq[k dLcs lkstr] tSrkj.k ,oa jk;iqj izeq[k :Ik ls lfEefyr gSa A

vr% buesa ls eSus lhfer lexz dks mi;ksx esa fy;kA orZeku v/;;u [kaM+ vFkok

lqfo/kkiw.kZ izfrn'kZu ds vk/kkj ij fd;k x;k gSas A ;gk¡ ij ifj;kstkdÙkkZ ljyrkiwoZd

mldh igq¡p ds vanj rFkk mls vf/kd lg;ksx iznku djus okys mÙkjnkrkvksa dks

lfEefyr djrk gSa A

lHkh 400 mÙkjnkrk ftuls lEidZ LFkkfir fd;k x;k og ekjokM+ {ks= esa jgus

okys 18 ls 70 o"kZ dh vk;q lewg okys mÙkjnkrk Fks A lHkh mÙkjnkrk fofHkUu vk;]

fyax] O;olk; vkfn ls lEcfU/kr FksA izfrn”k Z dk vkdkj le;] ykxr ,oa fofHkUu

iz;klksa dh lhferrk dks /;ku esa j[krs gq;s r; fd;k x;k gSa A pquko dh ilanxh vkSj


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fofHkUu bdkbZ;ksa ds izfrn'kZu ds fy;s xSj&laHkkfork fof/k dks dke esa fy;k x;k A vr%

lqfo/kkiw.kZ fun”k Zu ds vk/kkj ij lexz ls izfrn'kZu esa mifLFkr LkHkh 400 mÙkjnkrkvksa esa

ls 70 mÙkjnkrk ckM+esaj ftys ls lEcfU/kr gSa] ftuesa ckMesj 'kgj] ckyksrjk] xq<k

ekykuh] ck;rq] flokuk] tlksy] pkSgVu izR;sd esa ls 10&10 mÙkjnkrk lfEefyr gSa A

'ks"k 330 mÙkjnkrkvksa esa ls 70 mÙkjnkrk tkykSj ftys ls lEcfU/kr gS] ftuesa tkykSj

'kgj] vkgksj] Hkhueky] jkuhokM+k] lk;yk] lkapkSj rFkk ckxksMk izR;sd esa ls 10&10

mÙkjnkrk lfEefyr gSa A 'ks"k 260 mÙkjnkrkvksa es ls 120 mÙkjnkrk tks/kiqj ftys ls

lacaf/kr gS] ftuesa tks/kiqj 'kgj] 'ksjx<+] Hkksikyx<+] vkslhu] yw.kh] QykSnh] fcykM+k ,oa

ihikM flVh izR;sd esa ls 15&15 mÙkjnkrk lfEefyr gSa A 'ks"k 140 mÙkjnkrkvks esa ls

80 mÙkjnkrk ukxkSj ftys ls lacaf/kr gS] ftues ukxkSj 'kgj] MhMokuk] ykMuwa ]

ijcrlj] dqpkeu flVh] esM+rk] Msxkuk ,oa edjkuk izR;sd esa ls 10&10 mÙkjnkrk

lfEefyr gSa A 'ks"k 60 mÙkjnkrk ikyh ftys ls lacaf/kr gS] ftuesa ikyh 'kgj] lkstr]

tsrkj.k] jk;iqj ,oa jksgV izR;sd esa ls 12&12 mÙkjnkrk lfEefyr gSa A

(5) leadksa dk ladyu (Collection Of Data):

izLrqr v/;;u izkFkfed leadkas ds vk/kkj ij fd;k x;k gSA izkFkfed leadkas ds

laxzg gsrq losZ{k.k fof/k dks 'kkfey fd;k x;kA losZ{k.k fof/k esa ifj;kstukdÙkkZ us

mÙkjnkrkvksa ls lEidZ LFkkfir djds mudk lk{kkRdkj fy;k o leadkas dks ,df=r

djus dk iz;kl fd;k A fofHkUu lwpukvksa vkSj leadksa dks ,df=r djus ds fy, ,d

rkfydk ;k vuqlwph (Schedule) dh lgk;rk yh xbZA bl rkfydk esa mu lHkh iz'uksa

dks 'kkfey fd;k x;k tks v/;;u dh n`f"V ls vko';d gSA bldh lgk;rk ls oxhZd`r

?kVdksa dh tkudkjh vkSj lkcqu ds ,d fo'ks"k czk.M dh ilanxh ds le; fofHkUu rRo

vFkok dkjd (xq.koÙkk] czk.M Nfo] dher] jax] [kq'kcw) dks fn, tkus okys egRo ds Lrj

ls lEcaf/kr leadkas dks ,df=r fd;k x;k gSA

(6) leadkas dk lkj.kh;u (Tabulation Of Data):

lkj.kh;u rF;ksa dks Øec} vkSj lqO;ofLFkr <ax ls drkjksa vkSj LrEHkksa esa bl

izdkj izLrqr djrk gS fd os fo'ys"k.k ;ksX; gks tkosA lkj.kh;u dk dk;Z oxhZdj.k ds



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i'pkr~ fd;k tkrk gSA oxhZdj.k dk mís'; vad&lkexzh dh tfVyrk dks nwj djuk

vkSj vko';d vadkas dks vuko';d vadksa ls i`Fkd~ dj mUgsa rqyuk ;ksX; cukuk gSA

oxhZdj.k ds }kjk leadkas dks muds xq.kksa ,oa fo'ks"krkvksa ds vk/kkj ij ck¡V fn;k tkrk

gSA ih-oh- ;ax ds erkuqlkj lkaf[;dh; leadkas dh lkj.kh;u esa izFke pj.k ;g

gS fd oxhZdj.k dk lqO;ofLFkr foLr̀r fooj.k izLrqr djus dk dk;Z fd;k tk,A13

lHkh

izeq[k lkj.kh dks rS;kj djus ds i'pkr~ lkekU; vkSj ikjxkeh lkj.kh rS;kj dh xbZA

lEiw.kZ lkj.khdj.k dk dk;Z 'kks/kkFkhZ }kjk gLrfufeZr FkhA bu nksuksa ,dekxhZ; lkj.kh;u

vkSj ikjxkeh lkj.kh;u esa la[;kvksa ds mfpr lEizs"k.k ,oa laokn ds fy, izfr'kr esa

ifjorZu dj muesa izfof"V dh xbZA izR;sd lkj.kh ds Åij ,d mfpr 'kh"kZd Mkyk x;k

rFkk mUgsa vklkuh ls igpkuuas dh n`f"V ls vadksa dk lanHkZ fn;k x;kA lkj.kh esa

vuq'kh"kZd o mi'kh"kZd Hkh Mkys x,A vuq'kh"kZd cka;h vksj o mi'kh"kZd nka;h vksj Mkys

x;sA leadksa dk lkj.kh;u djrs le; lHkh lkekU; fl}kUrksa dks /;ku esa j[kk x;kA

lkj.kh;u ds i'pkr~ gh vad lwpuk dk fo'ys"k.k o fuoZpu lEHko gqvkA

(7) ekiØe (Scaling):

ekiØe ladsrksa vFkok vadkas }kjk fufeZr fd;k x;k fofHkUu Jsf.k;ksa dk ,d ,slk

lewg gS ftlds vUrxZr v/;;u fd, tkus okys lHkh mÙkjnkrkvksa vFkok muds lHkh

xq.kksa ,oa fo'ks"krkvksa dks LFkku fn;k tkrk gSA ,Q- ,u- dfyZtj ds er esa] ,d izeki

izrhdksa vFkok vadkas dk ,d lewg gS] ftls bl izdkj ls fufeZr fd;k tkrk gS fd bu

izrhdksa ;k vadksa dks fu;ekuqlkj mu O;fDr;ksa ds fy, fu/kkZfjr fd;k tk lds] ftu ij

;g izeki iz;ksx fd;k tk jgk gSA14 'kks/kkFkhZ us rhu fcUnq vadu ekiØe dks mi;ksx esa

ysrs gq, dk;Z fd;kA ^^vR;f/kd egRoiw.kZ** vkSj ^^vR;f/kd egRoghu** bu nksuksa dks Nksj

ij ysus ds lkFk gh ,d dsUnzh; ^^u rks egRoiw.kZ@ u gh egRoghu** dks chp esa fy;k

x;kA

(8) ifjdYiuk dh tk¡p (Testing Of Hypothesis):


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rF; dsoy xqPNs vkSj lkef;d dYiuk,¡ gSa] tc rd rF;ksa dh izkekf.kdrk dk

ijh{k.k u fd;k tk, rc rd ;g ckr egRoghu gksrh gS fd mudk fdruk Øec}

:i ls oxhZdj.k vkSj lkj.kh;u fd;k x;k gSA tSlk fd iwoZ esa ifjdYiuk ds fu:i.k

dk mYys[k fd;k tk pqdk gS fd fujkdj.kh; ('kwU;) ifjdYiuk dk <k¡pk fdl rjg

dk gSA ifjdYiuk dh tk¡p ds vUrZxr bl lR;rk dks tk¡pk tkrk gS fd geus ftl

ifjdYiuk dks vk/kkj ekudj vuqla/kku fd;k gS og lgh gS vFkok ughA vr% izR;k'kk

,oa voyksfdr vko`fÙk;ksa ds vUrj dh tk¡p djuk gh ifjdYiuk ijh{k.k dgykrk gSA

bl pj.k esa ifjdYiuk dh tk¡p ds fy, dkbZ&oxZ (Chi-Square) ijh{k.k ds mi;ksx ls

lkekU; 9-5 izfr'kr fo'okL;rk Lrj ij tk¡p dh xbZA rRi'pkr~ ifjdYiuk Lohd`r ,oa

vLohd`r dh xbZ gSA

(9) fo'ys"k.k ,oa fuoZpu (Analysis and InterPretation):

ladfyr rF;ksa ds fo'ys"k.k vkSj fuoZpu }kjk fu"d"kZ fudkyus ls iwoZ mudk

Bhd <ax ls izLrqr fd;k tkuk vko';d gksrk gSA iz'ukoyh esa Hkjs gq,s iz'uksÙkj rFkk

vU; lwpukvksa dks lEiknu] oxhZdj.k vkSj mUgsa lkadsfrd 'kCnksa esa lEc} djus dh

vko';drk gksrh gS] D;ksafd lk{kkRdkjdÙkkZ le;kHkko ds dkj.k iz'ukoyh esa lwpuk dks

rdZiw.kZ ,oa Øec} :i ls ugha fy[k ikrk gSA

tSlk fd rkfydkvksa dks Hkjokus dk dk;Z ifj;kstukdÙkkZ }kjk fd;k x;k gS]

vr% blesa la'kks/ku dh cgqr de laHkkouk gS] fQj Hkh lkj.khdj.k ls iwoZ lwpuk lEiknu

}kjk rkfydk esa ladfyr lwpuk dks vqula/kku mís';ksa ds vuqdwy cukus gsrq vko';d

lq/kkj o la'kks/ku fd;k x;kA lEiknu dk;Z esa iz'uksa ds mÙkjksa esa ,d:irk ykdj muesa

=qfV rFkk vfu;ferrkvksa dks nwj fd;k x;k gS] rRi'pkr~ leadksa dk oxhZdj.k fd;k

x;k gSA 'kks/kkFkhZ }kjk iw.kZ:i ls gLrfufeZr lkjf.k;ksa esa lkekU; vkSj ikjxkeh nksuksa gh

lkj.kh 'kkfey dh xbZA fo'ys"k.k djus ds fy, izeq[k lkj.kh rS;kj djus dk iz;kl

fd;k] ftUgsa vuqlwph ls izR;{k ;k lh/kk fpafgr fd;k x;k gSA

voyksfdr ?kVukvksa dh la[;k esa izR;sd dks"B ds vuq:i izR;kf'kr la[;k ds

fu/kkZj.k gsrq ifj;kstukdÙkkZ }kjk dkbZ&oxZ (Chi-Square) ijh{k.k dk pquko fd;k x;k



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gSA nks ukfed ekiØe pjksas ds chp Lora= ifjdYiuk dh tk¡p ds fy, bl ijh{k.k dk

mi;ksx fd;k x;kA 9-5 izfr'kr fo'oL;rk Lrj ij LokrU«; dksfV;ksa dh x.kuk lw=

(,u&1) ds vk/kkj ij lkaf[;dh; dh xbZA lkaf[;dh; fopyu ds vk/kkj ij leadksa dh

O;k[;k dh xbZ gS] rRi'pkr~ Lora= vFkok fuHkZj pjksa dk irk yxk;k x;k gSA

(10) vuqla/kku izfrosnu dh rS;kjh (Preparation Of Research Report ):

vUr esa] vuqla/kku izfrosnu rS;kj fd;k x;k] ftlesa rduhdh izfrosnu] n`';

QkeZ tSls% js[kkfp=ksa] fp=ksa vkfn ij /;ku ugha fn;k x;k gSAvesfjdu ekdsZfVax

lkslk;Vh ds dFkukuqlkj izfrosnu dks rS;kj djuk vuqla/kku dk vafre pj.k gS rFkk

bldk mís'; :fp j[kus okys yksxksa dks v/;;u ds leLr ifj.kkeksa dks i;kZIr foLrkj

ls crkuk gS ,oa mUgsa bl izdkj ls O;ofLFkr djuk gS fd ftlls izR;sd ikBd lkexzh

dks le>us esa leFkZ gks lds] voxr djkuk gS ,oa Lo;a vius fy;s ifj.kkeksa dh

izkekf.kdrk dks fu/kkZfjr djuk gSA15 xqMs ,oa gkWV ds vuqlkj izfrosnu rS;kj djuk 'kks/k

dk vfUre pj.k gksrk gSA bldk mís'; lEcaf/kr O;fDr;ksa rd v/;;u dk lEiw.kZ

ifj.kke igq¡pkuk gksrk gS tks brus foLrkj ds lkFk bl izdkj O;ofLFkr gksrk gS fd og

ikBdksa dks lkexzh ds le>us ,ao ifj.kkeksa dh vius fy, oS|rk fu/kkZfjr djus dk

volj ns ldsA16 vr% izfrosnu esa vuqla/kku dh leL;k ;k izkDdYiuk dk ifjp;] 'kks/k

esa iz;qDr dh xbZ izfof/k;ksa] midj.kksa dk o.kZu ,oa mi;ksfxrk] lkexzh laxzg.k dh

izfof/k;k¡ ,oa L=ksr] lkexzh dk ladsrhdj.k] oxhZdj.k] lkj.kh;u vkfn dk fooj.k] 'kks/k

ds vk/kkj ij fudkys x, fu"d"kZ] izkDdYiuk dh lR;rk dh tk¡p vkfn dk Øec}]

O;ofLFkr ,oa cks/kxE; fooj.k ljy Hkk"kk esa izLrqr djus dk iz;kl fd;k x;k gS]

ftlls fd v/;;u :fpiw.kZ gksA

(11) v/;;u dh lhek,¡ (Limitation Of The Study):

vuqla/kku }kjk lgh] i;kZIr vkSj lkef;d lwpuk,¡ izkIr gqbZ gS vFkok ugha] ;g

vuqla/kku ds fy, le; dh miyC/krk] /ku dh izkfIr] vuqla/kkudÙkkZ dh n{krk vkSj

mlds n`f"Vdks.k dh lhek vkfn ij fuHkZj djrk gSA izR;sd vuqla/kkudÙkkZ ds le{k dqN

,sls rRo gksrs gSa tks fd mls ck/; djrs gS] ftuls izR;sd vuqla/kkudÙkkZ vDlj cpus


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dk iz;kl djrk gSA 'kks/kkFkhZ dks Hkh le;] /ku vkSj iz;klksa tSls rRoksa us ck/; fd;kA

vr% v/;;u dh lhekvksa esa izFke gS%& fun'kZu rduhd vFkok lqfo/kkuqlkj fun'kZuA

le;] /ku rFkk iz;klksa dks /;ku esa j[krsa gq, lqfo/kkuqlkj fun'kZu dk p;u fd;k x;k

A ;gk¡ ij ifj;kstukdÙkkZ ljyrkiwoZd viuh igq¡p ds vUnj mls vf/kd lg;ksx iznku

djus okys mÙkjnkrkvksa dks vius lexz esa 'kkfey djrk gSA v/;;u esa izeq[k uxjksa dks

lfEefyr fd;k x;k ysfdu vusd lewg tSls%& /keZ] tkfr tSls U;wu dks 'kkfey ugha

fd;k tk ldkA leL;kvksa dh izdf̀r dks igpkuus ds i'pkr~ mudh lkFkZdrk dks /;ku

esa j[krs gq, lqfo/kkuqlkj fun'kZu izk;% foi.ku vuqla/kku dh n`f"V ls mi;qDr le>k

tk ldrk gSA losZ{k.k ds vUrxZr f}rh; lhek ;g Fkh fd mu mÙkjnkrkvksa dk

lk{kkRdkj ysuk 'kks/kkFkhZ ds fy, laHko ugha Fkk tks fd rkfdZd iz'uksa ds mRrj nsus esa

leFkZ ugha FksA vr% bl lhek dks /;ku esa j[krs gq, ;ksX; ,oa leFkZ mÙkjnkrkvksa dk

gh p;u fd;k x;kA 'kks/kkFkhZ dk ;g fu'p; gS] izLrqr vUos"k.kkRed v/;;u vius

fu/kkZfjr mís';ksa dks iw.kZ djus esa lQy jgsxkA

(12) vuqla/kkudÙkkZ ds lkeus dfBukb;k ¡ (Difficulties Faced By The

Research):

izLrqr vuqla/kku }kjk ^^miHkksDrk czkaM ilUn O;ogkj% ugkus ds lkcqu (ekjokM

{ks= ds miHkksDrkvksa dk v/;;u)** fo"k; dks tkuus dk iz;kl fd;k x;k gSA vuqla/kku

ds nkSjku vusd dfBukbZ;ksa dk vkuk LoHkkfod gS ftlds vius dqN dkj.k lnSo gksrs

gS] ysfdu fQj Hkh vuqla/kkudÙkkZ us futh Lrj ij iz;kl djds lPpkbZ dks tkuus dk

gj laHko iz;kl fd;kA ifj;kstukdÙkkZ us losZ{k.k mÙkjnkrkvksa ds lkeus mifLFkr gksdj

fd;kA vr% losZ{k.k djrs le; vusd mRrjnkrk vius fuokl LFkku ls ckgj x, gq, Fks

;k vLoLFkrk ds dkj.k lwpuk nsus esa vleFkZ Fks vFkok dqN ckgjh O;fDr;ksa ds mifLFkr

gksus ds dkj.k mÙkj ugha ns ldsA losZ{k.k ds nkSjku mÙkjnkrkvksa dk ?kj ij u feyuk

Hkh ifj;kstukdÙkkZ ds le{k ,d izeq[k dfBukbZ gSA vuqla/kku ds nkSjku f}rh; dfBukbZ

tks lkeus vkbZ og ;g Fkh fd vusd mRrjnkrk 'kadk;qDr vkSj lafnX/k FksA vr% ,sls

mRrjnkrk iz'uksa ds mÙkj nsrs le; fgpfdpkgV eglwl djrs FksA ifj;kstukdÙkkZ us



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,slh izo`fÙk n'kkZus okys mÙkjnkrkvksa ls cpus dk gj laHko iz;kl fd;kA mi;qDr

ifj.kkeksa dks izkIr djus dh n`f"V ls ;ksX; vkSj leFkZ mÙkjnkrkvksa dk gh p;u fd;k

x;k] D;ksa fd vusd mRrjnkrk ,sls Fks tks fd iz'uksa ds lgh mÙkj nsus esa leFkZ ugha Fks

tSls% cPps] ean cqf} okys O;fDr vkfnA ifj;kstukdÙkkZ us bu lHkh dfBukb;ksa ls

cpus ds fy, dsoy leFkZ ,oa ;ksX; mÙkjnkrkvksa ls gh lwpukvksa dks izkIr djus rFkk

vuqla/kku dks izkjEHk djus ls iwoZ gh le;] /ku rFkk Je dh lhferrk dks /;ku esa j[kus

dk iz;kl fd;k gSA

REFERENCES – II

1. Claire Sellitz etal , Research Methods In Social Relations,

Rev. ed. New york: Holt, Rinehart and Winston, 1959), P. 50

2. Claire Sellitz etal . op. cit . , P.51.

3. Fred. N. Kerlinger, Foundation of Behavioral Research,

2nd ed. (New york,Holt, Rinehart and Winston, 1978), P. 18.

4. William J. Goode and paul K. Hatt, Methods of Social Research

(New york :Mc Graw Hill Inc, Student edition 1952), P.74.

5. Pauline V. young, Scientific Social Surveys and Research :4thed.

(New Delhi : Prentice Hall of India Private Limited, 1968), P. 96

6. C. William Emory , Business Research Methods

(Home Wood, Illinois: Richard D. Irwin, Inc, 1976) P.P. 63-65.

7. Charles F. Cannell and Robert L. Kanh, ” The Collection of

Data by Interviewing, ” In Leon Festinger and Daniel Katz ed

.,Research Method In The Behavioral Sciences (New Delhi,

Bombay,Calcutta, New York; Amerind Publishing, Co. (P)

Ltd, 1970) , P. 340.

8. C. William Emory, op. cit .P. 201.


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9. Gilbert A. Churchill Jr. Marketing Research (Hinsdale,

illlinois:The Dryden Press, 1976),P. 196.

10. J.A. John, Some Principals and Methods of Sampling,

(Narman A. Polanski, (No), Social Work Research, 1960). P.75.

11. F.N. Kerlinger, Foundation of Behavioral Research ,

(New york: Holt ,Rinehart and Winston, 1966). P. 329

12. Margaret Hagood, Statistics or Sociologists (New york : Hold ,

Rinehart and Winston, 1953. ) P. 252.

13. Pauline V. young, op. cit . , 277.

14. F.N. Kerlingar, Foundation of Behavioral Research

(New york : Holt, Rinehart and Winston, 1978), P. 492.

15. American Marketing Society, “ Technique of Marketing

Research,” Mc Grow-Hill Book Co., New york, 1987. P. 299.”

Quoted From Goode and Hatt, Methods In Social Research,

1952,P. 359 .

16. lbid.

***********



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v/;k; - III

mÙkjnkrkvksa dh :ijs[kk

(RESPONDENTS PROFILE)

(a) czk.M dh :ijs[kk (BRAND PROFILE):

foxr dqN o"kksaZ ls ekjokM {ks= esa ugkus ds lkcqu cktkj esa o`f} ns[kh tk ldrh

gSA ftldh otg ls dbZ lkcqu czk.M cktkj esa mrjs gSA bu czk.M esa ls dqN dks

cktkj esa vf/kd izkFkfedrk gSA miHkksDrk pqus gq, dqN czk.M dks vf/kd izkFkfedrk nsrs

gSA ;g 'kk;n dqN dkj.kksa dh otg ls gSA ekjokM ftys esa f'k{kk dk i;kZIr fodkl

gksus ds dkj.k QS'ku esa vko';d :i ls ifjorZu gqvk gSA tgk¡ efgyk,¡ bl nkSj esa

vkxs gS ogh vfookfgr iq:"kksa us Hkh QS'ku esa :fp ysuk izkjEHk dj fn;k gSA dkj.k pkgs

tks Hkh gks] ysfdu bruk vo'; Li"V gS fd budk mís'; fdlh dks vkd`f"kZr djuk

vFkok lkSan;Z cuk, j[kuk gks ldrk gSA ekjokM {ks= esa miyC/k czk.M yDl] czht]

fujek] ykbQckW;] flUFkky] xksnjst uEcj ou] geke] fyjhy] ikevksfyo] jsDlksuk]

MsVky] esfMfeDl] tksulu csch lksi] f'kdkdkbZ] ih;lZ] Mo ,oa fons'kh lkcqu vkfn ns[ks

tk ldrs gSA

ekjokM {ks= ds dqN Js"B foØsrkvksa ij fd, x, losZ{k.k ds vuqlkj lcls

T;knk fcdus okyh lkcqu yDl] czht] fujek] ykbQckW; izeq[k gSA losZ{k.k ls izkIr

lwpukvksa ds vuqlkj lkcqu cktkj ds 57 izfr'kr Hkkx ij yDl] czht] fujek] ykbQckW;

Nk, gq, gSA budk i;kZIr izpkj&izlkj ykxr esa deh vkSj le;≤ ij fdLe esa

lq/kkj dj ;g Loa; dks vkxs cuk, gq, gSA muds mRiknu dk rhu izfr'kr ls pkj

izfr'kr fgLlk izpkj&izlkj ds ctV ds fy, gksrk gSA ;gh dkj.k gS fd ;g cktkj esa

c<+r cuk, gq, gSA nwljh dEifu;k¡ Hkh i;kZIr izpkj&izlkj dj bl izfrLi/kkZRed ;qx esa

Lo;a dks LFkkfir djus esa lQy jgh gSA pwafd Hkkjr esa dbZ fons'kh lkcqu dEifu;ksa us


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dne j[kk gS ftlds pyrs ekjokM {ks= esa Hkh fons'kh lkcqu dh Hkjekj ns[kh tk ldrh

gSA fons'kh lkcqu vU; lkcqu dh rqyuk esa de dher ij rks feyrh gh gS ysfdu

lkFk&lkFk fdLe Hkh vPNh gksrh gSA vr% de dher ij ;fn vPNh fdLe okys lkcqu

feys rks miHkksDrk dk mldh vkSj vkd`f"kZr gksuk LokHkkfod gSA

v/;;u ls lacaf/kr pqus gq;s 400 mÙkjnkrkvksa esa ls 90 mÙkjnkrkvksa ds ikl

yDl lkcqu gSa A ;g lkcqu vU; lkcqu ls vf/kd yksdfiz; gSa A 138 mÙkjnkrkvksa esa ls

izR;sd 46&46 mÙkjnkrkvksa ds ikl czht] yk;QckW; ,oa fujek lkcqu gSa A 92

mÙkjnkrkvksa es ls izR;sd 23&23 mÙkjnkrkvksa ds ikl xksnjst ua- 1] jsDlksuk] flaFkkWy

,oa fyfjy lkcqu gSa A buds vfrfjDr 30 mÙkjnkrkvksa es ls izR;sd 15&15 mÙkjnkrkvksa

ds ikl ih;lZ ,oa Mo lkcqu gSa A 40 mÙkjnkrkvksa es ls izzR;sd 8&8 mÙkjnkrkvksa ds

ikl MsVkWy] tkWUlu csch lksi] esMhfeDl] f”kdkdkbZ ,oa uhe lkcqu gSa A dqy 400

mÙkjnkrkvksa esa 4 mÙkjnkrkvksa ds ikl fons”kh lkcqu gSa A 400 mÙkjnkrkvksa esa ls 6

mÙkjnkrk ,sls Hkh tks vU; czkaM+ ,oa LFkkuh; lkcqu dks mi;ksx esa yk jgs gSa A losZ{k.k

ds nkSjku Kku gqvk dh miHkksDrk us xqykch] gjk] ukjaxh] yky o lQsn jax dks lokZf/kd

ilan fd;k gS A

(b mÙkjnkrkvksaa dh :ijs[kk (RESPONDENTS PROFILE):

mÙkjnkrkvksaa dh :ijs[kk esa ftu miHkksDrkvksa dk lk{kkRdkj fd;k x;k Fkk]

mudks vk;q] fyax] oSokfgd fLFkfr] f'k{kk] O;olk; rFkk vk; ds vk/kkj ij oxhZd`r

fd;k x;k gSA mÙkjnkrkvksaa dh lEiw.kZ :ijs[kk bl rjg ls gS%



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(I) vk;q ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS OF

AGE):

rkfydk 111&1

vk;q ds vuqlkj oxhZdj.k

tSlk fd rkfydk 111&1 esa iznf'kZr gS] vk;q ds vk/kkj ij mÙkjnkrkvksaa dh :ijs[kk bl

rjg ls gS%

400 (100%) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 240 (60%)

mÙkjnkrk 18 ls 45 o"kZ ds vk;q lewg rFkk 160 (40%) mÙkjnkrk 46 ls 70 o"kZ ds vk;q

lewg esa FksA

(II) vk;q vkSj fyax ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF AGE AND SEX):

rkfydk 111&2

vk;q vkSj fyax ds vuqlkj oxhZdj.k

vk;q lewg

fyax

;ksx

iq:"k L=h

18 ls 45 o"kZ 140

(58.33%)

100

(41.67%)

240 (100 %)

46 ls 70 o"kZ 80 (50 %) 80 (50%) 160 (100 %)

vk;q lewg mÙkjnkrkvksaa dh la[;k

18 ls 45 o"kZ 240 (60 %)

46 ls 70 o"kZ 160 (40 %)

;ksx 400 ( 100 %)


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tSlk dh rkfydk 111&2 esa iznf'kZr gS] vk;q vkSj fyax ds vk/kkj ij mÙkjnkrkvksaa dh

:ijs[kk bl rjg ls gS%

18 ls 45 o"kZ vk;q lewg ds 240 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k

muesa ls] 140 (58.33 %) mÙkjnkrk L=h rFkk 'ks"k 100 (41.67 %) mÙkjnkrk iq:"k FksA

blh izdkj 46 ls 70 o"kZ vk;q lewg ds 160 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj

fy;k x;k muesa ls] 80 (50 %) mÙkjnkrk L=h rFkk 'ks"k 80 (50 %) mÙkjnkrk iq:"k FksA

(III) vk;q vkSj oSokfgd&fLFkfr ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON

THE BASIS OF AGE AND MARITAL STATUS):

rkfydk 111&3

vk;q vkSj oSokfgd&fLFkfr ds vuqlkj oxhZdj.k

vk;q lewg

oSokfgd&fLFkfr

;ksx

vfookfgr fookfgr

18 ls 45 o"kZ 56

(23.33 %)

184

(76.67 %)

240

(100 %)

46 ls 70 o"kZ 36

(22.50 %) 124

(77.50 %) 160 (100 %

;ksx 92 (23 %) 308 (77 %) 400

(100 %)

tSlk fd rkfydk 111&3 esa iznf'kZr gS] vk;q vkSj oSokfgd&fLFkfr ds vk/kkj ij mÙkjnkrkvksaa

dh :ijs[kk bl rjg ls gS%


muesa ls] 56 (23.33 %) mÙkjnkrk vfookfgr rFkk 'ks"k 184 (76.67 %) mÙkjnkrk fookfgr

FksA



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blh izdkj 46 ls 70 o"kZ vk;q lewg ds 160 (100 %) mÙkjnkrkvksa dk lk{kkRdkj

fy;k x;k muesa ls] 36 (22.50 %) vfookfgr rFkk 'ks"k 124 (77.50 %) mÙkjnkrk

fookfgr FksA

(IV) vk;q vkSj f'k{kk ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF AGE AND EDUCATION):

rkfydk 111&4

vk;q vkSj f'k{kk ds vuqlkj oxhZdj.k

vk;q lewg

f'k{kk

;ksx mPp

lSd.Mjh ds

uhp

mPp

lSd.Mjh

vkSj Lukrd

ds uhps

Lukrd vkSj

Åij

18 ls 45

o"kZ

16

(6.67%)

68

(28.33%)

156

(65%)

240

(100%)

46 ls 70

o"kZ

28

(17.5%) 72 (45%)

60

(37.5%)

160

(100%)

;ksx 44 (11%) 140

(35%)

216

(54%)

400

(100%)

tSlk fd rkfydk 111&4 esa iznf'kZr gS] vk;q vkSj f'k{kk ds vk/kkj ij mÙkjnkrkvksaa dh :i

js[kk bl rjg ls gS%


muesa ls] 16 (6.67 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 68 (28.33 %) mÙkjnkrk

mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 156 (65 %) mÙkjnkrk Lukrd vkSj Åij f'k{kk

j[kus okys FksA


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blh izdkj 46 ls 70 o"kZ vk;q lewg ds 160 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj

fy;k x;k muesa ls] 28 (17.5 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 72 (45 %)

mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 60 (37.5 %) mÙkjnkrk Lukrd vkSj

Åij f'k{kk j[kus okys FksA

(V) vk;q vkSj O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF AGE AND OCCUPATION):

rkfydk 111&5

vk;q vkSj O;olk; ds vuqlkj oxhZdj.k

vk;q lewg

O;olk;

;ksx lsok dk;Z O;kikj dk;Z

is'ksoj vU;

;k

lsokfuo`r

O;fDr

18 ls 45

o"kZ

140

(58.33%) 36 (15%)

64

(26.67%)

240

(100%)

46 ls 70

o"kZ 64 (40%) 40 (25%) 56 (35%)

160

(100%)

;ksx

204

(51%) 76 (19%)

120

(30%)

400

(100%)

tSlk fd rkfydk 111&5 esa iznf'kZr gS] vk;q vkSj O;olk; ds vk/kkj ij mÙkjnkrkvksaa dh

:i js[kk bl rjg ls gS%


muesa ls] 140 (58.33 %) mÙkjnkrk lsok dk;Z esa] 36 (15 %) mÙkjnkrk O;kikj dk;Z esa

rFkk 'ks"k 64 (26.67 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA



of 142


fy;k x;k muesa ls] 64 (40%) mÙkjnkrk lsok dk;Z esa] 40 (25%) mÙkjnkrk O;kikj dk;Z

esa rFkk 'ks"k 56 (35%) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA

(VI) vk;q vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF AGE AND INCOME):

rkfydk 111&6

vk;q vkSj vk; ds vuqlkj oxhZdj.k

vk;q lewg

vk;

;ksx : 600@& ls

:-2600@&

izfr eghuk

:- 2600@&

:- 4600@&

izfr eghuk

4600@& vkSj

Åij izfr

eghuk

18 ls 45 o"kZ 52

(21.67%)

92

(38.33%)

96

(40%)

2

40

(100%)

46 ls 70 o"kZ 24 (15%) 68 (42.5%) 68 (42.5%) 160

(100%)

;ksx 76 (19%) 160 (40%) 164 (41%) 400

(100%)

tSlk fd rkfydk 111&6 esa iznf'kZr gS] vk;q vkSj vk; ds vk/kkj ij mÙkjnkrkvksaa dh :i

js[kk bl rjg ls gS%


muesa ls] 52 (21.67 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk

92 (38.33 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 96

(40 %) mÙkjnkrk 4600@& vkSj Åij izfr eghuk vk; okys FksA


fy;k x;k muesa ls] 24 (15 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk


of 142

rFkk 68 (42.5 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 68

(42.5%) mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA

(VII) fyax ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS OF

SEX): rkfydk 111&7

fyax ds vuqlkj oxhZdj.k

fyax mÙkjnkrkvksaa dh la[;k

L=h 220 (55%)

iq:"k 180 (45%)

;ksx 400 (100%)

tSlk fd rkfydk 111&7 esa iznf'kZr gS] fyax ds vk/kkj ij mÙkjnkrkvksaa dh :i js[kk bl

rjg ls gS%


mÙkjnkrk L=h rFkk 180 (45%) mÙkjnkrk iq:"k fyax lewg esa FksA

(VIII) fyax vkSj oSokfgd&fLFkfr ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON

THE BASIS OF SEX AND MARITAL - STATUS):

rkfydk 111&8

fyax vkSj oSokfgd&fLFkfr ds vuqlkj oxhZdj.k

fyax oSokfgd&fLFkfr ;ksx

vfookfgr fookfgr

L=h 36 (16.36%) 184

(83.64%) 220 (100%)

iq:"k 56 (31.11%) 124

(68.89%) 180 (100%)

;ksx 92 (23%) 308 (77%) 400 (100%)



of 142

tSlk fd rkfydk 111&8 esa iznf'kZr gS] fyax vkSj oSokfgd fLFkfr ds vk/kkj ij mÙkjnkrkvksaa

dh :i js[kk bl rjg ls gS%

L=h fyax lewg ds 220 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls]

36 (16.36 %) mÙkjnkrk vfookfgr rFkk 'ks"k 184 (83.64 %) mÙkjnkrk fookfgr FksA

blh izdkj iq:"k fyax lewg ds 180 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k

x;k muesa ls] 56 (31.11 %) mÙkjnkrk vfookfgr rFkk 124 (68.89 %) mÙkjnkrk

fookfgr FksA

(IX) fyax vkSj f'k{kk ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF SEX AND EDUCATION):

rkfydk 111&9

fyax vkSj f'k{kk ds vuqlkj oxhZdj.k

fyax

f'k{kk

;ksx mPp

lSd.Mjh

ds uhps

mPp

lSd.Mjh

vkSj

Lukrd ds

Lukrd vkSj

Åij

L=h 24

(10.91%)

80

(36.36%)

116

(52.73%) 220 (100%)

iq:"k 20

(11.11%)

60

(33.33%)

100

(55.56%) 180 (100%)

;ksx 44 (11%) 140 (35%) 216 (54%) 400 (100%)

tSlk fd rkfydk 111&9 esa iznf'kZr gS] fyax vkSj f'k{kk ds vk/kkj ij mÙkjnkrkvksaa dh :i

js[kk bl rjg ls gS%


24 (10.91 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 80 (36.36 %) mÙkjnkrk mPp


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lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 116 (52.73%) mÙkjnkrk Lukrd vkSj Åij f'k{kk

j[kus okys FksA

blh izdkj] iq:"k fyax lewg ds 180 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k

x;k muesa ls] 20 (11.11%) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 60 (33.33 %)

mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ds uhps] 'ks"k 100 (55.56 %) mÙkjnkrk Lukrd

vkSj Åij f'k{kk j[kus okys FksA

(X) fyax vkSj O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF SEX AND OCCUPATION):

rkfydk 111&10

fyax vkSj O;olk; ds vuqlkj oxhZdj.k

fyax

O;olk;

;ksx

lsok dk;Z O;kikj dk;Z

is'ksoj vU;

;k

lsokfuo`r

O;fDr

L=h 120

(54.55%)

56

(25.45%) 44 (20%)

220

100%)

iq:"k 84

(46.67%)

20

(11.11%)

76

(42.22%)

180

(100%)

;ksx

204

(51%) 76 (19%)

120

(30%)

400

(100%)

tSlk fd rkfydk 111&10 esa iznf'kZr gS] fyax vkSj O;olk; ds vk/kkj ij mÙkjnkrkvksaa dh

:i js[kk bl rjg ls gS%


120 (54.55 %) mÙkjnkrk lsok dk;Z esa rFkk 56 (25.45 %) mÙkjnkrk O;kikj dk;Z esa

rFkk 'ks"k 44 (20 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA



of 142

blh izdkj iq:"k fyax lewg ds 180 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k

x;k muesa ls] 84 (46.67 %) mÙkjnkrk lsok dk;Z esa rFkk 20 (11.11%) mÙkjnkrk O;kikj

dk;Z esa rFkk 'ks"k 76 (42.22 %) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA

(XI) fyax vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF SEX AND INCOME):

rkfydk 111&11

fyax vkSj vk; ds vuqlkj oxhZdj.k

fyax

vk;

;ksx : 600@&

ls :-

2600@&

izfr eghuk

:-

2600@&

:-

4600@&

izfr eghuk

4600@&

vkSj Åij

izfr eghuk

18 ls 45

o"kZ

44

(20%)

72

(32.72%)

104

(47.28%)

220

(100%)

46 ls 70

o"kZ

32

(17.78%)

88

(48.89%)

60

(33.33%)

180

(100%)

;ksx 76 (19%) 160

(40%)

164

(41%)

400

(100%)

tSlk fd rkfydk 111&12 esa iznf'kZr gS] fyax vkSj vk; ds vk/kkj ij

mÙkjnkrkvksaa dh :i js[kk bl rjg ls gS %


44 (20 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 72 (32.72 %)


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mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 100 (47.28 %)

mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA

blh izdkj iq:"k fyax lewg ds 180 (100 %) mÙkjknkrkvksa dk lk{kkRdkj fy;k

x;k muesa ls] 32 (17.78 %) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk

rFkk 88 (48.89 %) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k

60 (33.33 %) mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA

(XII) oSokfgd&fLFkfr ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF MARITAL - STATUS):

rkfydk 111&12

oSokfgd&fLFkfr ds vuqlkj oxhZdj.k

tSlk fd rkfydk 111&12 esa iznf'kZr gS] oSokfgd&fLFkfr ds vk/kkj ij

mÙkjnkrkvksaa dh :ijs[kk bl rjg ls gS%

400 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 92 (23%)

mÙkjnkrk vfookfgr rFkk 308 (77%) mÙkjnkrk fookfgr FksA

(XIII) oSokfgd&fLFkfr vkSj f'k{kk ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON

THE BASIS OF MARITAL – STATUS AND EDUCATION):

rkfydk 111&13

oSokfgd&fLFkfr vkSj f'k{kk ds vuqlkj oxhZdj.k

oSofgd fLFkfr mÙkjnkrkvksaa dh la[;k

vfookfgr 92 (23%)

fookfgr 308 (77%)

;ksx 400 (100%)



of 142

oSokfgd

fLFkfr

f'k{kk

;ksx mPp

lSd.Mjh

mPp

lSd.Mjh

vkSj Lukrd

ds uhps

Lukrd vkSj

Åij

vfookfgr 16

(17.40%)

24

(26.08%)

52

(56.52%)

92

(100%)

fookfgr 28 (9.09%) 116

(37.66%)

164

(53.25%)

308

(100%)

;ksx 44 (11%) 140 (35%) 216 (54%) 400

(100%)

tSlk fd rkfydk 111&13 esa iznf'kZr gS] oSokfgd&fLFkfr vkSj f'k{kk ds vk/kkj ij

mÙkjnkrkvksaa dh :i js[kk bl rjg ls gS%

vfookfgr lewg ds 92 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls]

16 (17.40 %) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 24 (26.08%) mÙkjnkrk mPp

lSds.Mjh vkSj Lukrd ds uhps o 'ks"k 52 (56.52%) mÙkjnkrk Lukrd vkSj Åij f'k{kk

j[kus okys FksA

blh izdkj fookfgr lewg ds 308 (100 %) mÙkjnkrkvksa dk lk{kkRdkj fy;k x;k

muesa ls] 28 (9.09%) mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 116 (37.66%) mÙkjnkrk

mPp lSds.Mjh vkSj Lukrd ds uhps o 'ks"k 164 (53.25%) mÙkjnkrk Lukrd vkSj Åij

f'k{kk j[kus okys FksA

(XIV) oSokfgd&fLFkfr vkSj O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION

ON THE BASIS OF MARITAL – STATUS AND OCCUPATION):

rkfydk 111&14

oSokfgd&fLFkfr vkSj O;olk; ds vuqlkj oxhZdj.k


of 142

oSokfgd

fLFkfr

O;olk;

;ksx


is'ksoj@vU;

;k

lsokfuo`r

O;fDr

vfookfgr 64

(69.57%)

12

(13.04%)

16

(17.39%)

92

(100%)

fookfgr 40

(45.46%)

64

(20.77%)

104

(33.77%)

308

(100%)

;ksx 204

(51%)

76

(19%)

120

(30%)

400

(100%)

tSlk fd rkfydk 111&14 esa iznf'kZr gS] oSokfgd&fLFkfr vkSj O;olk; ds vk/kkj

ij mÙkjnkrkvksaa dh :i js[kk bl rjg ls gS %

vfookfgr lewg ds 92 (100%) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls]

64 (69.57%) mÙkjnkrk lsok dk;Z esa rFkk 12 (13.04%) mÙkjnkrk O;kikj dk;Z esa

rFkk 'ks"k 16 (17.39%) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA

blh izdkj fookfgr Lrj ds 308 (100%) mÙkjnkrkvksa dk lk{kkRdkj fy;k x;k

muesa ls] 140 (45.46%) mÙkjnkrk lsok dk;Z esa rFkk 64 (20.77%) mÙkjnkrk O;kikj

dk;Z esa rFkk 'ks"k 104 (33.77%) mÙkjnkrk is'ksoj@vU; ;k lsokfuo`r O;fDr FksA

(XV) oSokfgd&fLFkfr vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON

THE BASIS OF MARITAL – STATUS AND INCOME):

rkfydk 111&15

oSokfgd&fLFkfr vkSj vk; ds vuqlkj oxhZdj.k



of 142

oSokfgd

fLFkfr

vk;

;ksx : 600@&

ls :-

2600@&

izfr eghuk

:-

2600@&

:-

4600@&

izfr eghuk

4600@&

vkSj Åij

izfr eghuk

vfookfgr 32

(34.78%)

32

(34.78%)

28

(30.44%)

92

(100%)

fookfgr 44

(14.29%)

128

(41.56%)

136

(44.15%)

308

(100%)

;ksx 76

(19%)

160

(40%)

164

(41%)

400

(100%)

tSlk fd rkfydk 111&15 esa iznf'kZr gS] oSokfgd&fLFkfr vkSj vk; ds vk/kkj ij

mÙkjnkrkvksaa dh :i js[kk bl rjg ls gS %

vfookfgr Lrj ds 92 (100%) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls]

32 (34.78%) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 32

(34.78%) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 28

(30.44%) mÙkjnkrk 4600@& vkSj Åij izfr eghuk vk; okys FksA

blh izdkj fookfgr Lrj ds 308 (100%) mÙkjnkrkvksa dk lk{kkRdkj fy;k x;k

muesa ls] 44 (14.29%) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk

128 (41.56%) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k

136 (44.15%) mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA

(XVI) f'k{kk ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS

OF EDUCATION):

rkfydk 111&16

f'k{kk ds vuqlkj oxhZdj.k


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f'k{kk mÙkjnkrkvksaa dh la[;k

mPp lSds.Mjh ds uhps 44 (11%)

mPp lSds.Mjh vkSj Lukrd

ds uhps

140 (35%)

Lukrd vkSj Åij 216 (54%)

;ksx 400 (100%)

tSlk fd rkfydk 111&16 esa iznf'kZr gS] f'k{kk ds vk/kkj ij mÙkjnkrkvksaa dh :i

js[kk bl rjg ls gS%

400 (100 %) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 44 (11 %)

mÙkjnkrk mPp lSds.Mjh ds uhps rFkk 140 (35 %) mÙkjnkrk mPp lSds.Mjh vkSj

Lukrd ds uhps rFkk 'ks"k 216 (54%) mÙkjnkrk Lukrd vkSj Åij f'k{kk j[kus okys

FksA

(XVII) f'k{kk vkSj O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF EDUCATION AND OCCUPATION):

rkfydk 111&17

f'k{kk vkSj O;olk; ds vuqlkj oxhZdj.k

f'k{kk

O;olk;

;ksx


is'ksoj@vU;

;k lsokfuo`r

O;fDr

mPp lSds.Mjh ds

uhps

16

(36.36%)

20

(45.46%)

8

(18.18%)

44

(100%)

mPp lSds.Mjh

vkSj Lukrd ds

uhps

80

(57.14%)

28

(20%)

32

(22.86%)

140

(100%)



of 142

Lukrd vkSj Åij 108

(50%)

28

(12.96%)

80

(37.04%)

216

(100%)

;ksx 204

(51%)

76

(19%)

120

(30%)

400

(100%)

tSlk fd rkfydk 111&17 esa iznf'kZr gS] f'k{kk vkSj O;olk; ds vk/kkj ij

mÙkjnkrkvksaa dh :ijs[kk bl rjg ls gS %

mPp lSds.Mjh ds uhps f'k{kk j[kus okys 44 (100%) mÙkjnkrkvksaa dk lk{kkRdkj

fy;k x;k muesa ls] 16 (36.36%) mÙkjnkrk lsok dk;Z esa rFkk 20 (45.46%)

mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k 8 (18.18%) mÙkjnkrk is'ksoj@ vU; ;k lsokfuo`r

O;fDr FksA

mPp lSds.Mjh vkSj Lukrd dss uhps f'k{kk j[kus okys 140 (100%) mÙkjnkrkvksaa

dk lk{kkRdkj fy;k x;k muesa ls] 80 (57.14%) mÙkjnkrk lsok dk;Z esa rFkk 28

(20%) mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k 32 (22.86%) mÙkjnkrk is'ksoj@ vU; ;k

lsokfuo`r O;fDr FksA

blh izdkj Lukrd vkSj Åij f'k{kk j[kus okys 216 (100%) mÙkjnkrkvksaa dk

lk{kkRdkj fy;k x;k muesa ls] 108 (50%) mÙkjnkrk lsok dk;Z esa rFkk 28

(12.96%) mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k 80 (37.04%) mÙkjnkrk is'ksoj@ vU;

;k lsokfuo`r O;fDr FksA

(XVIII) f'k{kk vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF EDUCATION AND INCOME):

rkfydk 111&18

f'k{kk vkSj vk; ds vuqlkj oxhZdj.k


of 142

f'k{kk

vk;

;ksx : 600@&

ls :-

2600@&

izfr eghuk

:-

2600@&

:-

4600@&

izfr eghuk

4600@&

vkSj Åij

izfr eghuk

mPp lSds.Mjh ds

uhps

24

(54.55%) 8 (18.18%)

12

(27.27%) 44 (100%)

mPp lSds.Mjh

vkSj Lukrd ds

uhps

32

(22.86%) 84 (60%)

24

(17.14%)

140

(100%)

Lukrd vkSj

Åij

20

(9.26%)

68

(31.48%)

128

(59.26%)

216

(100%)

;ksx 76

(19%)

160

(40%)

164

(41%)

400

(100%)

tSlk fd rkfydk 111&18 esa iznf'kZr gS] f'k{kk vkSj vk; ds vk/kkj ij

mÙkjnkrkvksaa dh :ijs[kk bl rjg ls gS %

mPp lSds.Mjh ds uhps f'k{kk j[kus okys 44 (100%) mÙkjnkrkvksaa dk lk{kkRdkj

fy;k x;k muesa ls] 24 (54.55%) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr

eghuk rFkk 8 (18.18%) mÙkjnkrk :i;s 2600@& ls :i;s 4600@& izfr eghuk

rFkk 'ks"k 12 (27.27%) mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA

mPp lSds.Mjh vkSj Lukrd ds uhps f'k{kk j[kus okys 140 (100 %)

mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa ls] 32 (22.86%) mÙkjnkrk :i;s

600@& ls :i;s 2600@& izfr eghuk rFkk 84 (60%) mÙkjnkrk :i;s 2600@& ls

:i;s 4600@& izfr eghuk rFkk 'ks"k 24 (17.14 %) mÙkjnkrk :i;s 4600@& vkSj

Åij izfr eghuk vk; okys FksA



of 142

blh izdkj Lukrd vkSj Åij f'k{kk j[kus okys 216 (100 %) mÙkjnkrkvksaa dk

lk{kkRdkj fy;k x;k muesa ls] 20 (9.26 %) mÙkjnkrk :i;s 600@& ls :i;s

2600@& izfr eghuk rFkk 68 (31.48%) mÙkjnkrk :i;s 2600@& ls :i;s 4600@&

izfr eghuk rFkk 'ks"k 128 (59.26%) mÙkjnkrk :i;s 4600@& vkSj Åij vk; okys

FksA

(XIX) O;olk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS

OF OCCUPATION ):

rkfydk 111&19

O;olk; ds vuqlkj oxhZdj.k

O;olk; mÙkjnkrkvksaa dh la[;k

lsok dk;Z 204 (51%)

O;kikj 76 (19%)

is'ksoj@vU; ;k lsokfuo`r O;fDr 120 (30%)

;ksx 400 (100%)

tSlk fd rkfydk 111&19 esa iznf'kZr gS] O;olk; ds vk/kkj ij mÙkjnkrkvksaa dh

:ijs[kk bl rjg ls gS%


mÙkjnkrk lsok dk;Z esa rFkk 76 (19%) mÙkjnkrk O;kikj dk;Z esa rFkk 'ks"k 120

(30%) mÙkjnkrk is'ksoj@ vU; ;k lsokfuo`r O;fDr FksA

(XX) O;olk; vkSj vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE

BASIS OF OCCUPATION AND INCOME):

rkfydk&20

O;olk; vkSj vk; ds vuqlkj oxhZdj.k


of 142

O;olk;

vk;

;ksx : 600@&

ls :-

2600@&

izfr eghuk

:-

2600@&

:-

4600@&

izfr eghuk

4600@&

vkSj Åij

izfr eghuk

lsok dk;Z 60

(29.41%)

88

(43.14%)

56

(27.45%)

204

(100%)

O;kikj 12

(15.79%)

24

(31-58%)

40

(52.63%)

76

(100%)

is'ksoj vU;

;k lsokfuo`r

O;fDr

4

(3.33%)

48

(40%)

68

(56.67%)

120

(100%)

;ksx 76

(19%)

160

(40%)

164

(41%)

400

(100%)

tSlk fd rkfydk 111&20 esa iznf'kZr gS] O;olk; vkSj vk; ds vk/kkj ij

mÙkjnkrkvksaa dh :ijs[kk bl rjg ls gS%

lsok dk;Z esa layXu 204 (100%) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa

ls] 60 (29.41%) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 88


(27.45%) mÙkjnkrk :i;s 4600@& vkSj Åij izfr eghuk vk; okys FksA

O;kikj dk;Z esa layXu 76 (100%) mÙkjnkrkvksaa dk lk{kkRdkj fy;k x;k muesa

ls] 12 (15.79%) mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 24


(52.63%) mÙkjnkrk :i;s 4600@& vkSj Åij vk; okys FksA



of 142

blh izdkj is'ksoj@ vU; ;k lsokfuo`r O;fDr okys 120(100%) mÙkjnkrkvksaa

dk lk{kkRdkj fy;k x;k muesa ls] 4 (3.33%) mÙkjnkrk :i;s 600@& ls :i;s

2600@& izfr eghuk rFkk 48 (40%) mÙkjnkrk :i;s 2600@& ls :i;s 4600@&

izfr eghuk rFkk 'ks"k 68 (56.67%) mÙkjnkrk :i;s 4600@& vkSj Åij vk; okys FksA

(XXI) vk; ds vk/kkj ij oxhZdj.k (CLASSIFICATION ON THE BASIS OF

INCOME ):

rkfydk 111&21

vk; ds vuqlkj oxhZdj.k

vk; mÙkjnkrkvksaa dh la[;k

:i;s 600@& ls :i;s 2600@&

izfr eghuk 76 (19%)

:i;s 2600@& ls :i;s 4600@&

izfr eghuk 160 (40%)

:i;s 4600@& vkSj Åij izfr

eghuk

164 (41%)

;ksx 400 (100%)

tSlk fd rkfydk 111&21 esa iznf'kZr gS] vk; ds vk/kkj ij mÙkjnkrkvksaa dh :ijs[kk bl

rjg ls gS%


mÙkjnkrk :i;s 600@& ls :i;s 2600@& izfr eghuk rFkk 160 (40%) mÙkjnkrk

:i;s 2600@& ls :i;s 4600@& izfr eghuk rFkk 'ks"k 164 (41%) mÙkjnkrk :i;s

4600@& vkSj Åij izfr eghuk vk; okys FksA

***********


of 142

v/;k; & IV

izR;qÙkjksa dk fo'ys"k.k

(RESPONSE ANALYSIS)

^^izR;qÙkjksa dk fo'ys"k.k** uked bl v/;k; esa izR;qÙkjksa dk fo'ys"k.k fd;k

x;k gSA mÙkjnkrkvksa }kjk tks mÙkj izkIr gq, mudk fo'ys"k.k dj mUgsa izfr'kr

ds vk/kkj ij O;Dr fd;k x;kA mijksDr izR;qÙkj r`rh; v/;k; esa 'kkfey fd,

tkus okys miHkksDrkvksa ls lacaf/kr gSA ;g izR;qÙkj lkcqu Ø; djrs le;

mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj ls lacaf/kr gSA

vr% izR;qÙkjksa dk fo'ys"k.k fuEu gS%&



of 142

¼v½ vk;q ds vuqlkj fo”ys’k.k ¼Age wise analysis½ %

lkj.kh IV - 1

vk;q ds

vuqlkj

fo”ys’k.k

egRo ds Lrj

18 & 45 o’kZZ 46 & 70 o’kZ ;ksx

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

vR;

f/kd

egRoiw.kZ

120¼63-83½%

72 ¼54-55½

%

32 ¼64-54½

%

4¼50%

12 ¼60½

%

68 ¼36-17½

%

60 ¼45-45½

%

20 ¼39-46½

%

4 ¼50½

%

8¼40½

%

188¼100½

%

132 ¼100½

%

52 ¼100½

%

8 ¼100½

%

20 ¼100½

%

u rks egRoiw.kZ u

gh egRoghu

&

24 ¼75½

%

100 ¼67-57½

%

76 ¼54-29½

%

40 ¼50½

%

&

8 ¼25½

%

48 ¼32-43½

%

64 ¼45-71½

%

40 ¼50½

%

&

32 ¼100½

%

148¼100½

%

140 ¼100½

%

80 ¼100½

%

vR;

f/kd

egRoghu

4 ¼100½

%

28 ¼77-78½

%

64¼57-14½

%

112 ¼58-33½

%

32 ¼57-14½

%

&

8 ¼22-22½

%

48 ¼42-86½

%

80 ¼41-67½

%

24 ¼42-86½

%

4 ¼100½

%

36 ¼100½

%

112 ¼100½

%

192 ¼100½

%

56 ¼100½

%


of 142

lkj.kh IV-1 esa vk;q ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk

fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS ftls

mUgksaus izR;sd rRo dks LFkku fn;k gS:

bu lc] 188 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks

vR;f/kd egRoiw.kZ LFkku fn;k] bues ls 120 (63.83%) mÙkjnkrk 18 ls 45 o"kZ

ds vkSj 'ks"k 68 (36.17%) mÙkjnkrk 46 ls 70 o"kZ ds vk;q lewg ds Fks mlh

rjg 132 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks

vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 72 (54.55%) mÙkjnkrk 18 ls 45 o"kZ

ds vkSj 'ks"k 60 (45.45%) mÙkjnkrk 46 ls 70 o"kZ ds vk;q lewg ds FksA 52

(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; ewY; dks vR;f/kd egRoiw.kZ

LFkku fn;k] buesa ls 32 (61.54%) mÙkjnkrk 18 ls 45 o"kZ ds vk;q lewg ds Fks

vkSj 'ks"k 20 (38.46%) mÙkjnkrk 46 ls 70 o"kZ ds vk;q lewg ds FksA bu lHkh

8 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ

LFkku fn;k] buesa ls 4 (50%) mÙkjnkrk 18 ls 45 o"kZ ds vkSj 'ks"k 4 (50%)

mÙkjnkrk 46 ls 70 o"kZ ds vk;q lewg ds FksA mlh rjg 20 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k]

buesa ls 12 (60%) mÙkjnkrk 18 ls 45 o"kZ ds vkSj 'ks"k 8 (40%) mÙkjnkrk 46

ls 70 o"kZ ds vk;q lewg ds FksA

32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u rks

egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 24 (75%) mÙkjnkrk 18 ls

45 o"kZ ds vkSj 'ks"k 8 (25%) mÙkjnkrk 46 ls 70 o"kZ ds vk;q lewg ds FksA mlh

rjg 148 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks

egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 100 (67.57%) mÙkjnkrk 18

ls 45 o"kZ ds vkSj 'ks"k 48 (32.43%) mÙkjnkrk 46 ls 70 o"kZ ds vk;q



of 142

lewg ds FksA ftu 140 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax

dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 76 (54.29%)

mÙkjnkrk 18 ls 45 o"kZ ds vkSj 'ks"k 64 (45.71%) mÙkjnkrk 46 ls 70 o"kZ ds

vk;q lewg ds FksA bl izdkj 80 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

[kq'kcw dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 40 (50%)

mÙkjnkrk 18 ls 45 o"kZ ds vkSj 'ks"k 40 (50%) mÙkjnkrk 46 ls 70 o"kZ ds vk;q

lewg ds FksA

mlh rjg 4 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks

vR;f/kd egRoghu LFkku fn;k] buesa ls 46 ls 70 o"kZ vk;q lewg dk ,d Hkh

ugha FkkA 36 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks

vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 28 (77.78%) mÙkjnkrk 18 ls 45 o"kZ

ds vkSj 'ks"k 8 (22.22%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh izdkj

112 (100%) mÙkjnkrk us lkcqu Ø; djrs le; dher dks vR;f/kd egRiw.kZ

LFkku fn;k] buesa ls 64 (57.14%) mÙkjnkrk 18 ls 45 o"kZ ds vkSj 'ks"k 46 ls

70 o"kZ ds FksA 192 (100%) mÙkjnkrk us lkcqu Ø; djrs le; jax dks

vR;f/kd egRoghu LFkku fn;k] buesa ls 112 (58.33%) mÙkjnkrk 18 ls 45

o"kZ ds vkSj 'ks"k 80 (41.67%) mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA blh

rjg 56 (100%) mÙkjnkrkvksa us [kq'kcw dks vR;f/kd egRoghu LFkku fn;k

buesa ls] 32 (57.14%) mÙkjnkrk 18 ls 45 o"kZ ds vkSj 'ks"k 24 (42.86%)

mÙkjnkrk 46 ls 70 o"kZ vk;q lewg ds FksA


of 142

¼c½ fyax ds vuqlkj fo”ys’k.k

¼Sex wise analysis½ %

lkj.kh IV – 2

fyax ds vuqlkj fo”ys’k.k

egRo ds Lrj

iq:’k L=h ;ksx

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

vR;

f/kd

egRoiw.kZ

60 ¼31-91½%

80 ¼60-60½

%

20 ¼38-46½

%

4 ¼50½

%

16 ¼80½

%

128 ¼86-09½

%

52 ¼39-40½

%

32 ¼61-54½

%

4 ¼50½

%

4 ¼20½

%

188 ¼100½

%

132 ¼100½

%

52 ¼100½

%

8¼100½

%

20 ¼100½

%

u rks egRoiw.kZ u gh

egRoghu

&

12 ¼37-5½

%

68 ¼45-95½

%

48 ¼34-29½

%

52 ¼56½

%

&

20 ¼62-2½

%

80 ¼54-05½

%

92 ¼65-71½

%

28 ¼35½

%

&

32 ¼100½

%

148 ¼100½

%

140 ¼100½

%

80 ¼100½

%

vR;

f/kd

egRoghu

4 ¼100½

%

8 ¼22-22½

%

44 ¼39-29½

%

104 ¼54-17½

%

20 ¼35-71½

%

&

28 ¼77-28½

%

68 ¼60-71½

%

88 ¼45-83½

%

36 ¼64-29½

%

4 ¼100½

%

36 ¼100½

%

112 ¼100½

%

192 ¼100½

%

56 ¼100½

%



of 142

lkj.kh IV-2 esa fyax ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk

fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS tks fd

mUgksaus izR;sd rRo dks LFkku fn;k gS:

ftu 188 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk dks

vR;f/kd egRoiw.kZ LFkku fn;k] mues ls 60 (31.91%) mÙkjnkrk iq:"k vkSj 'ks"k

128 (68.09%) mÙkjnkrk L=h fyax lewg ds FksA 132 (100%) mÙkjnkrkvksa us

lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls

80 (60.60%) mÙkjnkrk iq:"k vkSj 'ks"k 52 (39.40%) mÙkjnkrk L=h fyax

lewg ds FksA blh rjg 52 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 20 (38.46%) mÙkjnkrk] 'ks"k

32 (61.56%) mÙkjnkrk L=h fyax lewg ds FksA 8 (100%) mÙkjnkrkvksa us

lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa l s 4 (50%)

mÙkjnkrk iq:"k vkSj 'ks"k 4 (50%) mÙkjnkrk L=h fyax lewg ds FksA mlh rjg

20 (100%) mÙkjnkrk us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoiw.kZ

LFkku fn;k] buesa ls 16 (80%) mÙkjnkrk iq:"k vkSj 'ks"k 4 (20%) mÙkjnkrk

L=h fyax lewg ds FksA

ftu 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u

rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 12 (37.5%) mÙkjnkrk

iq:"k vkSj 'ks"k 20 (62.2%) mÙkjnkrk L=h fyax lewg ds FksA 148 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh

egRoghu LFkku fn;k] buesa ls 68 (45.95%) mÙkjnkrk iq:"k vkSj 'ks"k 80

(54.05%) mÙkjnkrk L=h fyax lewg ds FksA blh rjg 140 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu

LFkku fn;k] buesa ls 48 (34.29%) mÙkjnkrk iq:"k vkSj 'ks"k 92 (65.71%)


of 142

mÙkjnkrk L=h fyax lewg ds FksA mlh rjg 80 (100%) mÙkjnkrkvksa us lkcqu

Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ@u gh egRoghu LFkku fn;k] buesa ls

52 (65%) mÙkjnkrk iq:"k vkSj 'ks"k 28 (35%) mÙkjnkrk L=h fyax lewg ds

FksA


vR;f/kd egRoghu LFkku fn;k] buesa ls 4 (100%) mÙkjnkrk iq:"k fyax lewg

ds FksA blh rjg ls 36 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M

Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa ls 8 (22.22%) mÙkjnkrk iq:"k

vkSj 'ks"k 28 (77.28%) mÙkjnkrk L=h fyax lewg ds FksA 112 (100%)

mÙkjnkrk us lkcqu Ø; djrs le; dher dks vR;f/kd egRoghu LFkku fn;k]

buesa ls 44 (39.29%) iq:"k 'ks"k 68 (60.71%) mÙkjnkrk L=h fyax lewg ds

FksA blh izdkj 192 (100%) mÙkjnkrk us lkcqu Ø; djrs le; jax dks

vR;f/kd egRoghu LFkku fn;k] buesa ls 104 (54.17%) mÙkjnkrk iq:"k vkSj

'ks"k 88 (45.83%) mÙkjnkrk L=h fyax lewg ds FksA ftu 56 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k

muesa ls] 20 (35.71%) mÙkjnkrk iq:"k vkSj 'ks"k 36 (64.29%) mÙkjnkrk L=h

fyax lewg ds FksA



of 142

¼l½ oSokfgd fLFkfr ds vuqlkj fo”ys’k.k

¼Marital Status-wise analysis½ %

lkj.kh IV - 3

oSokfgd fLFkfr ds vuqlkj fo”ys’k.k

egRo ds Lrj

vfookfgr oSokfgd ;ksx

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

vR;

f/kd

egRoiw.kZ

24 ¼12-77½

%

36 ¼27-27½

%

24 ¼46-15½

%

&

8 ¼40½

%

164 ¼87-23½

%

96 ¼72-73½

%

28 ¼53-85½

%

8 ¼100½

%

12 ¼60½

%

188 ¼100½

%

132 ¼100½

%

52 ¼100½

%

8 ¼100½

%

20 ¼100½

%


egRoghu

&

8 ¼25½

%

28 ¼18-92½

%

36 ¼25-71½

%

20 ¼25½

%

&

24 ¼75½

%

120 ¼81-08½

%

104 ¼74-29½

%

60 ¼75½

%

&

32 ¼100½

%

148 ¼100½

%

140 ¼100½

%

80 ¼100½

%

vR;

f/kd

egRoghu

&

12 ¼33-33½

%

12 ¼10-71½

%

48 ¼25½

%

20 ¼35-71½

%

4 ¼100½

%

24 ¼66-67½

%

100 ¼89-29½

%

144 ¼75½

%

36 ¼64-29½

%

4 ¼100½

%

36 ¼100½

%

112 ¼100½

%

192 ¼100½

%

56 ¼100½

%


of 142

lkj.kh IV-3 esa oSokfgd fLFkfr ds vk/kkj ij lkcqu Ø; djrs le;

mÙkjnkrkvksa }kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr

fd;k x;k gS ftlss fd mUgksaus izR;sd rRo dks LFkku fn;k gS:


vR;f/kd egRoiw.kZ LFkku fn;k bues ls 24 (12.77%) mÙkjnkrk vfookfgr vkSj

'ks"k 164 (87.23%) mÙkjnkrk fookfgr FksA 132 (100%) mÙkjnkrkvksa us


36 (27.27%) mÙkjnkrk vfookfgr vkSj 'ks"k 96 (72.73%) mÙkjnkrk fookfgr

FksA blh rjg 52 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; ewY; dks

vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 24 (46.15%) mÙkjnkrk vfookfgr Fks

vkSj 'ks"k 28 (53.85%) mÙkjnkrk fookfgr FksA ftu 8 (100%) mÙkjnkrkvksa us

lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 8

(100%) mÙkjnkrk fookfgr FksA 20 (100%) mÙkjnkrk us lkcqu Ø; djrs

le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 8 (40%) mÙkjnkrk

vfookfgr] 'ks"k 12 (60%) mÙkjnkrk fookfgr FksA

blh izdkj 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo

dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 8 (25%) mÙkjnkrk

vfookfgr] 'ks"k 24 (75%) mÙkjnkrk fookfgr FksA ftu 148 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; dfer dks u rks egRoiw.kZ @ u gh

egRoghu LFkku fn;k] buesa ls 28 (18.92%) mÙkjnkrk vfookfgr] 'ks"k 120

(81.08%) mÙkjnkrk fookfgr FksA 140 (100%) mÙkjnkrkvksa us lkcqu Ø;

djrs le; jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 36

(25.71%) mÙkjnkrk vfookfgr] 'ks"k 104 (74.29%) mÙkjnkrk fookfgr FksA

mlh rjg 80 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks



of 142

egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 20 (25%) mÙkjnkrk

vfookfgr] 'ks"k 60 (75%) mÙkjnkrk fookfgr FksA


vR;f/kd egRoghu LFkku fn;k] buesa ls 4 (100%) mÙkjnkrk fookfgr FksA blh

rjg ls 36 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks

vR;f/kd egRoghu LFkku fn;k] buesa ls 12 (33.33%) mÙkjnkrk vfookfgr 'ks"k

24 (66.67%) mÙkjnkrk fookfgr FksA 112 (100%) mÙkjnkrk us lkcqu Ø;

djrs le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 12 (10.71%)

mÙkjnkrk vfookfgr 'ks"k 100 (89.29) mÙkjnkrk fookfgr FksA blh izdkj 192

(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu

LFkku fn;k] buesa ls 48 (25%) mÙkjnkrk vfookfgr 'ks"k 144 (75%)

mÙkjnkrk fookfgr FksA ftu 56 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

[kq'kcw dks vR;f/kd egRoghu LFkku fn;k muesa ls] 20 (35.71%) mÙkjnkrk

vfookfgr] 'ks"k 36 (64.29%) mÙkjnkrk fookfgr FksA


of 142

¼n½ f”k{kk ds vuqlkj fo”ys’k.k

¼Education wise analysis½ %

lkj.kh IV - 4

f”k{kk ds vuqlkj fo”ys’k.k

egRo ds Lrj

mPp lSd.Mjh

ds uhps

mPp lSd.Mjh

vkSj

Lukrd ds

uhps

Lukrd vkSj

Åij ;ksx

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

vR;

f/kd

egRoiw.kZ

12 ¼6-38½

%

8 ¼6-06½

%

20 ¼38-46½

%

&

4 ¼20½

%

56 ¼29-79½

%

52 ¼39-39½

%

20 ¼38-46½

%

4 ¼50½

%

8 ¼40½

%

120 ¼63-83½

%

72 ¼54-55½

%

12 ¼23-08½

%

4 ¼50½

%

8 ¼40½

%

188¼100½

%

132¼100½

%

52 ¼100½

%

8 ¼100½

%

20 ¼100½

%


egRoghu

&

8 ¼25½

%

8 ¼5-40½

%

16 ¼44-43½

%

12 ¼15½

%

&

12 ¼37-5½

%

28 ¼18-92½

%

68 ¼48-57½

%

32 ¼40½

%

&

12 ¼37-5½

%

112 ¼75-68½

%

56 ¼40½

%

36 ¼45½

%

&

32 ¼100½

%

148 ¼100½

%

140 ¼100½

%

80 ¼100½

%

vR;

f/kd

egRoghu

&

16 ¼44-44½

%

4 ¼3-57½

%

20 ¼10-42½

%

4 ¼7-14½

%

4 ¼100½

12 ¼33-34½

%

60 ¼53-57½

%

44 ¼22-92½

%

20 ¼35-72½

%

&

8 ¼22-22½

%

48 ¼42-86½

%

128 ¼66-66½

%

32 ¼57-14½

%

4 ¼100½

%

36 ¼100½

%

112 ¼100½

%

56 ¼100½

%



of 142

lkj.kh IV- 4 esa f'k{kk ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa

}kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS

ftls fd mUgksaus izR;sd rRo dks LFkku fn;k gS:


vR;f/kd egRoiw.kZ LFkku fn;k bues ls 12 (6.38%) mÙkjnkrk mPp lSds.Mjh

ls uhps vkSj 56 (29.79%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds

chp] 'ks"k 120 (63.83%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 132

(100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd

egRoiw.kZ LFkku fn;k] buesa ls 8 (6.06%) mÙkjnkrk mPp lSds.Mjh ls uhps vkSj

'ks"k 52 (39.39%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds chp] 'ks"k

72 (54.55) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh rjg 52 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; ewY; dks vR;f/kd egRoiw.kZ LFkku fn;k]

buesa ls 20 (38.46%) mÙkjnkrk mPp lSds.Mjh ls uhps Fks vkSj 20 (38.46%)

mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds chp 'ks"k 12 (23.08%)

mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA 8 (100%) mÙkjnkrkvksa us lkcqu Ø;

djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (100%)

mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds chp] 'ks"k 4 (100%) mÙkjnkrk

Lukrd vkSj Åij f'kf{kr FksA 20 (100%) mÙkjnkrk us lkcqu Ø; djrs le;

[kq'kcw dks vR;f/kd egRoghu LFkku fn;k] buesa ls 4 (20%) mÙkjnkrk mPp

lSds.Mjh ls uhps] 8 (40%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds

chp 'ks"k 8 (40%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA

ftu 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; czk.M Nfo dks u

rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 8 (25%) mÙkjnkrk mPp

lSds.Mjh ls uhps] 'ks"k 12 (37.5%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls

uhps ds chp 'ks"k 12 (37.5%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA blh


of 142

rjg 148 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks

egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 8 (5.40%) mÙkjnkrk mPp

lSds.Mjh ls uhps] 28(18.92%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps

ds chp 'ks"k 112 (75-68%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA mlh rjg

140 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ @

u gh egRoghu LFkku fn;k] buesa ls 16 (11.43%) mÙkjnkrk mPp lSds.Mjh ls

uhps] 68 (48.57%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds chp 'ks"k

56 (40%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA ftu 80 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh

egRoghu LFkku fn;k] buesa ls 12 (15%) mÙkjnkrk mPp lSds.Mjh ls uhps] 32

(40%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds chp 'ks"k 36 (45%)

mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA

blh rjg ls 4 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; xq.koÙkk

dks vR;f/kd egRoghu LFkku fn;k] buesa ls 4 (100%) mÙkjnkrk mPp lSds.Mjh

vkSj Lukrd ls uhps ds chp f'kf{kr FksA 36 (100%) mÙkjnkrk us lkcqu Ø;

djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa ls 16

(44.44%) mÙkjnkrk mPp lSds.Mjh ls uhps 12 (33.34%) mÙkjnkrk mPp

lSds.Mjh vkSj Lukrd ls uhps ds chp 'ks"k 8 (22.22%) mÙkjnkrk Lukrd vkSj

Åij f'kf{kr FksA blh izdkj 112 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs

le; dher dks vR;f/kd egRoghu LFkku fn;k] buesa ls 4 (3.57%) mÙkjnkrk

mPp lSds.Mjh ls uhps 60 (53.57%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls

uhps ds chp 'ks"k 48 (42.86%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA ftu

192 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu

LFkku fn;k muesa ls] 20 (10.42%) mÙkjnkrk mPp lSds.Mjh ls uhps] 44

(22.92%) mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds chp 'ks"k 128

(66.66%) mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA ftu 56 (100%)



of 142

mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k

muesa ls] 4 (7.14%) mÙkjnkrk mPp lSds.Mjh ls uhps] 20 (35.72%)

mÙkjnkrk mPp lSds.Mjh vkSj Lukrd ls uhps ds chp 'ks"k 32 (57.14%)

mÙkjnkrk Lukrd vkSj Åij f'kf{kr FksA

¼;½ O;olk; ds vuqlkj fo”ys’k.k

¼Occupation wise analysis½ %

lkj.kh IV - 5

O;olk; ds vuqlkj fo”ys’k.k

egRo ds Lrj

lsok dk;Z O;kikj

is”ksoj@vU;

;k lsokfuo`r

O;fDr ;ksx

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

vR;

f/kd

egRoiw.kZ

108 ¼57-45½

%

52 ¼39-40½

%

32 ¼61-54½

%

&

8 ¼40½

%

32 ¼17-02½

%

28 ¼21-21½

%

16 ¼30-77½

%

4 ¼50½

%

12 ¼60½

%

48 ¼25-53½

%

52 ¼39-39½

%

4 ¼7-69½

%

4 ¼50½

%

&

188 ¼100½

%

132 ¼100½

%

52 ¼100½

%

8 ¼100½

%

20¼100½

%


egRoghu

&

20 ¼62-50½

%

68 ¼45-95½

%

80 ¼57-14½

%

36 ¼45½

%

&

4 ¼12-50½

%

20 ¼13-51½

%

28 ¼20½

%

24¼30½

%

&

8 ¼25½

%

60 ¼40-54½

%

32 ¼22-86½

%

20 ¼25½

%

&

32 ¼100½

%

148 ¼100½

%

140 ¼100½

%

80 ¼100½

%


of 142

vR;

f/kd

egRoghu

&

32 ¼88-89½

%

52 ¼46-43½

%

84 ¼43-75½

%

32 ¼57-14½

%

4 ¼100½

%

4 ¼11-11½

%

24 ¼21-43½

%

32 ¼16-67½

%

16 ¼28-57½

%

&

&

36 ¼32-14½

%

76 ¼39-28½

%

8 ¼14-29½

%

4 ¼100½

%

36 ¼100½

%

112 ¼100½

%

192 ¼100½

%

56 ¼100½

%

lkj.kh IV- 5 esa O;olk; ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa

}kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS tks

fd mUgksaus izR;sd rRo ds lkFk 'kkfey dh gS:


vR;f/kd egRoiw.kZ LFkku fn;k bues ls 108 (57.45%) mÙkjnkrk lsok dk;Z

esa lyaXu] 32 (17.02%) mÙkjnkrk O;kikj esa lyaXu] 'ks"k 48 (25.53)

mÙkjnkrk is'ksoj @ vU; ;k lsok fuo`r O;fDr FksA 132 (100%) mÙkjnkrkvksa

us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls

52 (39.40%) mÙkjnkrk lsok dk;Z esa layXu] 28 (21.21%) mRrjnkrk

O;kikj esa layXu] 'ks"k 52 (39.39%) mÙkjnkrk is'ksoj @ vU; ;k lsok

fuo`r O;fDr FksA blh rjg 52 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

dher dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 32 (61.54%) mÙkjnkrk

lsok dk;Z esa] 16 (30.77%) mÙkjnkrk O;kikj esa lyaXu 'ks"k] 4 (7.69%)

mÙkjnkrk is'ksoj@vU; ;k lsok fuo`r O;fDr FksA 8 (100%) mÙkjnkrkvksa us

lkcqu Ø; djrs le; jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4

(50%) mÙkjnkrk O;kikj esa lyaXu] 4 (50%) mÙkjnkrk is'ksoj @ vU; ;k

lsok fuo`r O;fDr FksA ftu 20 (100%) mÙkjnkrk us lkcqu Ø; djrs le;

[kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 8 (40%) mÙkjnkrk lsok

dk;Z esa layXu] 12 (60%) mÙkjnkrk O;kikj esa lyaXu O;fDr FksA



of 142

bl izdkj ls ftu 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

czk.M Nfo dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 20

(62.5%) mÙkjnkrk lsok dk;Z esa layXu] 4 (12.5%) mÙkjnkrk O;kikj esa

lyaXu] 'ks"k 8 (25%) mÙkjnkrk is'ksoj @ vU; ;k lsok fuo`r O;fDr

FksA 148 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks

egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 68 (45.95%) mÙkjnkrk

lsok dk;Z esa layXu] 20 (13.51%) mÙkjnkrk O;kikj esa lyaXu 'ks"k 60

(40.54%) mÙkjnkrk is'ksoj @ vU; ;k lsok fuo`r O;fDr FksA mlh rjg

140 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks u rks egRoiw.kZ

@ u gh egRoghu LFkku fn;k] buesa ls 80 (57.14%) mÙkjnkrk lsok dk;Z

esa layXu] 28 (20%) mÙkjnkrk O;kikj esa lyaXu 'ks"k 32 (22.86%)

mÙkjnkrk is'ksoj@vU; ;k lsok fuo`r O;fDr FksA ftu 80 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ@u gh egRoghu

LFkku fn;k] muesa ls 36 (45%) mÙkjnkrk lsok dk;Z esa layXu] 24 (30%)

mÙkjnkrk O;kikj esa lyaXu 'ks"k 20 (25%) mÙkjnkrk is'ksoj @ vU; ;k lsok

fuo`r O;fDr FksA

blh rjg ls] ftu 4 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

xq.koÙkk dks vR;f/kd egRoghu LFkku fn;k] buesa ls 4 (100%) mÙkjnkrk

O;kikj esa lyaXu 'ks"k FksA 36 (100%) mÙkjnkrk us lkcqu Ø; djrs le;

czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa ls 32 (88.89%)

mÙkjnkrk lsok dk;Z esa layXu] 4 (11.11%) mÙkjnkrk O;kikj esa lyaXu FksA

blh izdkj 112 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks


of 142

vR;f/kd egRoghu LFkku fn;k] buesa ls 52 (46.43%) mÙkjnkrk lsok dk;Z esa

layXu] 24 (21.43%) mÙkjnkrk O;kikj esa lyaXu] 'ks"k 36 (32.14%)

mÙkjnkrk is'ksoj @ vU; ;k lsok fuo`r O;fDr FksA ftu 192 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; jax dks vR;f/kd egRoghu LFkku fn;k

muesa ls] 84 (43.75%) mÙkjnkrk lsok dk;Z esa layXu] 32 (16.67%)

mÙkjnkrk O;kikj esa lyaXu] 'ks"k 76 (39.28%) mRrjnkrk is'ksoj@vU; ;k

lqokfuo`r FksA 56 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks

vR;f/kd egRoghu LFkku fn;k muesa ls 32 (57.14%) mÙkjnkrk lsok dk;Z esa

layXu] 16 (28.57%) mÙkjnkrk O;kikj esa lyaXu] 'ks"k 8 (14.29%)

mÙkjnkrk is'ksoj @ vU; ;k lsok fuo`r O;fDr FksA

¼j½ vk; ds vk/kkj ij fo”ys’k.k

¼Income-wise analysis½ %

lkj.kh IV - 6

vk; ds vuqlkj fo”ys’k.k

egRo ds Lrj

:i;s 600@&

ls :-

2600@& izfr

eghuk

:i;s

2600@& ls

:- 4600@&

izfr eghuk

:i;s

4600@& vkSj

Åij izfr

eghuk

;ksx

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

xq.koÙkk

czk.M Nfo

dher

jax

[kq”kcw

vR;

f/kd

egRoiw.kZ

24 ¼12-77½

%

12 ¼9-09½

%

36 ¼23-68½

%

&

4 ¼20½

%

68 ¼36-17½

%

60 ¼45-45½

%

12 ¼7-89½

%

4 ¼50½

%

10 ¼50½

%

96 ¼51-06½

%

60 ¼45-46½

%

4 ¼2-63½

%

4 ¼50½

%

6 ¼30½

%

188 ¼100½

%

132 ¼100½

%

52 ¼100½

%

8 ¼100½

%

20 ¼100½

%



of 142


egRoghu

&

12 ¼37-5½

%

24 ¼16-22½

%

16 ¼11-43½

%

24 ¼30½

%

&

8 ¼25½

%

48 ¼32-43½

%

80 ¼57-14½

%

24 ¼30½

%

&

12 ¼37-5½

%

76 ¼51-35½

%

44 ¼31-33½

%

32 ¼40½

%

&

32 ¼100½

%

148 ¼100½

%

140 ¼100½

%

80 ¼100½

%

vR;

f/kd

egRoghu

4 ¼100½

%

16 ¼44-44½

%

4 ¼3-57½

%

40 ¼20-83½

%

12 ¼21-43½

%

&

12 ¼33-33½

%

52 ¼46-43½

%

68 ¼35-42½

%

28 ¼50½

%

&

8 ¼22-23½

%

56 ¼50½

%

84 ¼43-75½

%

16 ¼28-57½

%

4 ¼100½

%

36 ¼100½

%

112 ¼100½

%

192 ¼100½

%

56 ¼100½

%

lkj.kh IV- 6 esa vk; ds vk/kkj ij lkcqu Ø; djrs le; mÙkjnkrkvksa

}kjk fofHkUu rRoksa dks fn, tkus okys egRo ds Lrj dks iznf'kZr fd;k x;k gS tks

fd mUgksaus izR;sd rRo ds lkFk 'kkfey dh gS:


vR;f/kd egRoiw.kZ LFkku fn;k mues ls] 24 (12.77%) mÙkjnkrk :Ik;s

600@& ls :Ik;s 2600@& izfr eghuk] 68 (36.17%) mÙkjnkrk :Ik;s

2600@& ls :Ik;s 4600@& izfr eghuk] 'ks"k 96 (51.06) mÙkjnkrk :Ik;s

4600@& vkSj mij izfr eghuk vk; okys gSA 132 (100%) mÙkjnkrkvksa us


12 (9.09%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 60

(45.45%) mRrjnkrk :Ik;s 2600@& vkSj 4600@& izfr eghuk] 'ks"k 60

(45.45%) mÙkjnkrk :Ik;s 4600@& vkSj mij izfr eghuk vk; okys FksA blh


of 142

rjg 152 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd

egRoiw.kZ LFkku fn;k] buesa ls 36 (23.68%) mÙkjnkrk :Ik;s 600@& ls

:Ik;s 2600@& izfr eghuk] 12 (7.89%) mÙkjnkrk :Ik;s 2600@& vkSj

4600@& izfr eghuk 'ks"k] 4 (2.63%) mÙkjnkrk :Ik;s 4600@& vkSj mij

izfr eghuk vk; okys Fks A 8 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

jax dks vR;f/kd egRoiw.kZ LFkku fn;k] buesa ls 4 (50%) mÙkjnkrk 2600@&

ls :Ik;s 4600@& izfr eghuk] 'ks"k 4 (50%) mÙkjnkrk 4600@& vkSj mij

izfr eghuk vk; okys Fks A ftu 20 (100%) mÙkjnkrk us lkcqu Ø; djrs

le; [kq'kcw dks vR;f/kd egRoiw.kZ LFkku fn;k] muesa ls 4 (20%) mÙkjnkrk

:Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 10 (50%) mÙkjnkrk :Ik;s

2600@& ls :Ik;s 4600@& izfr eghuk vk; okys FksA

bl izdkj ls ftu 32 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

czk.M Nfo dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] muesa ls 12

(37.5%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 8 (25%)

mÙkjnkrk :Ik;s 2600@& vkSj 4600@& izfr eghuk] 'ks"k 12 (37.50%)

mÙkjnkrk :Ik;s 4600@& vkSj mij vk; okys FksA FksA 148 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks u rks egRoiw.kZ @ u gh

egRoghu LFkku fn;k] buesa ls 24 (16.22%) mÙkjnkrk :Ik;s 600@& ls

:Ik;s 2600@& izfr eghuk] 48 (32.43%) mÙkjnkrk :Ik;s 2600@& ls

4600@& izfr eghuk] 'ks"k 76 (51.35%) mÙkjnkrk :Ik;s 4600@& vkSj mij

vk; okys FksA blh rjg 140 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

jax dks u rks egRoiw.kZ @ u gh egRoghu LFkku fn;k] buesa ls 16

(11.43%) :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 80 (57.14%)

mÙkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 44 (31.33%)



of 142

mÙkjnkrk :Ik;s 4600@& vkSj mij vk; okys FksA ftu 80 (100%)

mÙkjnkrkvksa us lkcqu Ø; djrs le; [kq'kcw dks u rks egRoiw.kZ @ u gh

egRoghu LFkku fn;k] muesa ls 24 (30%) mÙkjnkrk :Ik;s 600@& ls :Ik;s

2600@& izfr eghuk] 24 (30%) mÙkjnkrk :Ik;s 2600@& vkSj 4600@&

izfr eghuk] 'ks"k 32 (56%) :Ik;s 4600@& vkSj mij vk; okys FksA

blh rjg ls] ftu 4 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le;

xq.koÙkk dks vR;f/kd egRoghu LFkku fn;k] buesa ls 4 (100%) mÙkjnkrk

:Ik;s 600@& ls :Ik;s 2600@& izfr eghuk okys FksA 36 (100%) mÙkjnkrk

us lkcqu Ø; djrs le; czk.M Nfo dks vR;f/kd egRoghu LFkku fn;k] buesa ls

16 (44.44%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 12

(33.33%) mÙkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 8

(22.23%) :Ik;s 4600@& vkSj mij izfr eghuk vk; okys FksA A blh izdkj

112 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; dher dks vR;f/kd

egRoghu LFkku fn;k] buesa ls 4 (3.57%) mÙkjnkrk :Ik;s 600@& ls :Ik;s

2600@& izfr eghuk] 52 (46.43%) mÙkjnkrk :Ik;s 2600@& ls 4600@&

izfr eghuk] 'ks"k 56 (50%) mÙkjnkrk :Ik;s 4600@& vkSj mij izfr eghuk

vk; okys Fks A ftu 192 (100%) mÙkjnkrkvksa us lkcqu Ø; djrs le; jax

dks vR;f/kd egRoghu LFkku fn;k muesa ls] 40 (20.83%) mÙkjnkrk :Ik;s

600@& ls :Ik;s 2600@& izfr eghuk] 68 (35.42%) mÙkjnkrk :Ik;s

2600@& ls 4600@& izfr eghuk] 'ks"k 84 (43.75%) mRrjnkrk :Ik;s

4600@& vkSj mij izfr eghuk vk; okys FksA 56 (100%) mÙkjnkrkvksa us

lkcqu Ø; djrs le; [kq'kcw dks vR;f/kd egRoghu LFkku fn;k muesa ls 12

(21.43%) mÙkjnkrk :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk] 28


of 142

(50%) mÙkjnkrk :Ik;s 2600@& ls 4600@& izfr eghuk] 'ks"k 16

(28.57%) mÙkjnkrk :Ik;s 4600@& vkSj mij izfr eghuk vk; okys FksA

mijksDr ls Li"V gS fd lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu

rRoksa dks fn, tkus okys egRo ds Lrj ls lEcaf/kr izR;qÙkjksa dk fo'ys"k.k dj

mUgsa izfr'kr ds vk/kkj ij O;Dr fd;k x;k gS tks fd oxhZd`r miHkksDrkvksa ls

lEcaf/kr gSA

***********



of 142

v/;k; & V

ifjdYiuk dh tk¡p

(TESTING OF HYPOTHESES)

ifjdYiuk ijh{k.k ds vUrxZr bl ckr dh tk¡p dh tkrh gS fd voyksfdr

lkaf[;dh eki vkSj ifjdfYir lkaf[;dh eki (izkpy) esa D;k dksbZ lekurk gS vFkok

ugh\ ;fn muesa dksbZ vUrj gS rks ;g vUrj lkFkZd gS ;k ugha\ bl ckr dh tk¡p

djuk gh ifjdYiuk ijh{k.k gSA vr% izR;k'kk o voyksfdr vko`fÙk;ksa ds varj dh tk¡p

djuk gh ifjdYiuk ijh{k.k dgykrk gSA

iwoZ Li"V gS fd ifjdYiuk dk xBu nks Lrjksa ij fd;k x;k gS% ifjdYiuk dk

izFke Lrj dsUnzh; ,ao f}rh; Lrj oxhZdj.k ?kVdksa ij vk/kkfjr gSA bl izdkj dqy

lksyg ifjdYiukvksa dk fu/kkZj.k fd;k x;kA fun'kZu dh i}fr lfopkj ;k mís';iw.kZ

FkhA dkbZ oxZ ijh{k.k dk p;u pjksa esa lkgp;Z dk ijh{k.k djus ds fy, dh xbZA lHkh

lksyg ifjdYiukvksa esa ls dsUnzh; ifjdYiuk crkrh gS fd ^^lHkh rRo vFkok dkjd

leku :i ls egRoiw.kZ gksrs gS ftl le; miHkksDrkvksa }kjk lkcqu Ø; djus dk fu.kZ;

fd;k tkrk gSA** bu ifjdYiuk dks 'kqU; vFkok fujkdj.kh; ifjdYiuk ds uke ls

tkuk tkrk gSA

X2

dh lkaf[;dh x.kuk ds Øe esa izR;kf'kr vko`fÙk dh x.kuk] lEHkkouk ds

fl}kUr ds vk/kkj ij fd;k x;k gSA ;fn nks ?kVuk,¡ lkaf[;dh :i ls Lora= gS rks

mudh la;qDr izkf;drk mRikn ds nks lhekUr izkf;drk dk xq.kuQy gksrh gSA izR;kf'kr

vko`fÙk;ksa dks izkIr djus ds fy, fuEufyf[kr lw= dk iz;ksx fd;k x;k gS%

IJ =

[(Total of Ist

row) (Total of Jth Column)]

G.T. (Grand Total)


of 142

bl rjg ls izR;kf'kr vko`fÙk dks izkIr djus ds fy, izR;sd iafDr dh lhekUr

vko`fÙk dks izR;sd LrEHk dh lhekUr vko`fÙk ls xq.kk fd;k tkrk gS vkSj bl xq.kuQy

dks mlds lEiw.kZ ;ksx ls Hkkx fd;k tkrk gSA rRi'pkr~ vxzlw= ds iz;ksx ls dkbZ&oxZ

(Chi – Square) ewY; (X2) dh x.kuk dh xbZ%

=

tgk¡ f0 = izR;sd dks"B ds fy, voyksfdr vko`fÙk gSA

fe = izR;sd dks"B ds fy, izR;kf'kr vko`fÙk gSA

LokrU«; dksfV] ftls la{ksi esa d.f. fy[kk tkrk gS]bldk rkRi;Z ,d lead Js.kh

ds ,sls oxksZ ls gS ftldh vo`fÙk;k¡ Lora= :i ls fu/kkZfjr dh tk ldrh gSA Lora=

vko`fÙk;k¡ dh la[;k gh okLro esa LokrU«; la[;k ;k LokrU«;ka'k dgykrh gS] ftldk

lw= bl izdkj gS%

tgk¡ r = iafDr;ksa dh la[;k gSA

c = LrEHkksa dh la[;k gSA

vr% lHkh lkjf.k;ksa esa ik¡p iafDr ,ao rhu LrEHk gksus dh otg ls LokrU«; dksfV

dh x.kuk fuEu izdkj ls dh xbZ%

dkbZ oxZ vkSj LokrU«;ka'k (d.f.) dks Kkr djus ds ckn X2

rkfydk esa ls ,d

fuf'pr fo'okL;rk Lrj 0-95 ij rFkk 8 LokrU=; la[;k ls lEcaf/kr dkbZ oxZ ewY; dks

ns[k fy;k x;kA rRi'pkr~ ifjxf.kr ewY; vkSj lkj.kh ewY; dh rqyuk dj fuHkZj vkSj

LorU= pjksa dk fu.kZ; fy;k x;kA vr% lkj.kh ewY;] ifjxf.kr ewY; ls de gksus dh

fLFkfr esa ifjdYiuk vLohd`r dh xbZA

X2

(fo - fe)2

fe

d.f. = ( r-1) ( c-1)

d.f. = ( 5-1) ( 3-1) = 8



of 142

ifjdYiuk dk ijh{k.k

lEiw.kZ (Over All)

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ

vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu

;ksx

f0 fe f0 fe f0 fe

xq.koÙkk 188 80 4 80 && 80 192

czk.M 132 80 38 80 32 80 200

dher 52 80 112 80 148 80 312

jax 8 80 192 80 140 80 340

[kq'kcw 20 80 56 80 140 80 340

;ksx 400 400 400 1200

f0 = observed Frequency (voyksfdr vko`fÙk)

fe = expected Frequency (izR;kf'kr vko`fÙk)

1- 'kwU; ifjdYiuk (H0) : lHkh rRo leku :i

ls egRoiw.kZ gksrs gS

ftl le; lkcqu Ø;

djus dk fu.kZ; fd;k

tkrk gSA

2- LokrU«; dksfV (Degree of Freedom) : 8

3- fo'okL;rk Lrj (Level of confidence) : 0.95

4- ifjxf.kr ewY; (Calculated Value) : 299.2

5- lkj.kh ewY; (Table Value) : 2.733

6- ifj.kke (Result) : ifjdYiuk vLohd`r

(299.20 > 2.733)


of 142

ifjdYiuk dk ijh{k.k

vk;q lewg 18 ls 45 o"kZ

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 120 48 4 48 && 48 124

czk.M 72 48 28 48 24 48 124

dher 32 48 64 48 100 48 196

jax 4 48 112 48 76 48 192

[kq'kcw 12 48 32 48 40 48 84

;ksx 240 240 240 720





ftl le; 18 ls 45

o"kZ ds vk;q lewg

okys mÙkjnkrkvksa }kjk

lkcqu Ø; djus ds

fu.kZ; ij fopkj

fd;k tkrk gSA






(192.66 > 2.733)



of 142

ifjdYiuk dk ijh{k.k: ---vk;q lewg 46 ls 70 o"kZ

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ

vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 168 32 && 32 && 32 68

czk.M 60 32 8 32 8 32 76

dher 20 32 48 32 48 32 116

jax 4 32 80 32 64 32 148

[kq'kcw 8 32 24 32 40 32 72

;ksx 160 160 160 480





ftl le; 46 ls 70

o"kZ ds vk;q lewg


lkcqu Ø; djus ds

fu.kZ; ij fopkj

fd;k tkrk gSA






(112.00 > 2.733)


of 142

ifjdYiuk dk ijh{k.k

fyax % iq:"k

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ

vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu

;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 60 36 4 36 && 36 64

czk.M 80 36 8 36 12 36 100

dher 20 36 44 36 68 36 132

jax 4 36 104 36 48 36 156

[kq'kcw 16 36 20 36 52 36 88

;ksx 180 180 180 540





ftl le; iq:"k

mÙkjnkrkvksa }kjk

lkcqu Ø; djus ds

fu.kZ; ij fopkj

fd;k tkrk gSA






(116.44 > 2.733)



of 142

ifjdYiuk dk ijh{k.k

fyax % L=h

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 128 44 && 44 && 44 128

czk.M 52 44 28 44 20 44 100

dher 32 44 68 44 80 44 180

jax 4 44 88 44 92 44 184

[kq'kcw 4 44 36 44 28 44 68

;ksx 220 220 220 660





ftl le; L=h

mÙkjnkrkvksa }kjk

lkcqu Ø; djus ds

fu.kZ; ij fopkj

fd;k tkrk gSA






(237.80 > 2.733)


of 142

ifjdYiuk dk ijh{k.k

oSokfgd fLFkfr % vfookfgr

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 24 148 && 18.4 && 18.4 24

czk.M 36 18.4 12 18.4 8 18.4 56

dher 24 18.4 12 18.4 28 18.4 64

jax && 18.4 48 18.4 36 18.4 84

[kq'kcw 8 18.4 20 18.4 20 18.4 48

;ksx 92 92 92 276





ftl le; vfookfgr

mÙkjnkrkvksa }kjk

lkcqu Ø; djus ds

fu.kZ; ij fopkj

fd;k tkrk gSA






(44.50 > 2.733)



of 142

ifjdYiuk dk ijh{k.k

oSokfgd fLFkfr % fookfgr

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 164 61.6 4 61.6 && 61.6 168

czk.M 96 61.6 24 61.6 24 61.6 144

dher 28 61.6 100 61.6 120 61.6 248

jax 8 61.6 14 61.6 104 61.6 256

[kq'kcw 12 61.6 36 61.6 60 61.6 108

;ksx 308 308 308 924





ftl le; fookfgr

mÙkjnkrkvksa }kjk

lkcqu Ø; djus ds

fu.kZ; ij fopkj

fd;k tkrk gSA






(294-31 > 2.733)


of 142

ifjdYiuk dk ijh{k.k

f'k{kk % mPp lSds.Mjh ds uhps

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 12 8.8 && 8.8 && 8.8 12

czk.M 8 8.8 16 8.8 8 8.8 32

dher 20 8.8 4 8.8 8 8.8 32

jax && 8.8 20 8.8 16 8.8 36

[kq'kcw 4 8.8 4 8.8 12 8.8 20

;ksx 44 44 44 132





ftl le; mPp

lSds.Mjh ds uhps

f'kf{kr mÙkjnkrkvksa

}kjk lkcqu Ø; djus

ds fu.kZ; ij fopkj

fd;k tkrk gSA






(26.89 > 2.733)



of 142

ifjdYiuk dk ijh{k.k

f'k{kk % mPp lSds.Mjh vkSj Lukrd ds uhps ds chp

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 56 28 4 28 && 28 60

czk.M 52 28 12 28 12 28 76

dher 20 28 60 28 28 28 108

jax 4 28 44 28 68 28 116

[kq'kcw 8 28 20 28 32 28 60

;ksx 140 140 140 420





ftl le; mPp

lSds.Mjh vkSj Lukrd

ds uhps ds chp

f'kf{kr mÙkjnkrkvksa

}kjk lkcqu Ø; djus

ds fu.kZ; ij fopkj

fd;k tkrk gSA






(85.70 > 2.733)


of 142

ifjdYiuk dk ijh{k.k

f'k{kk % Lukrd vkSj Åij

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 120 43.2 && 43.2 && 43.2 120

czk.M 72 43.2 8 43.2 12 43.2 92

dher 12 43.2 48 43.2 112 43.2 172

jax 4 43.2 128 43.2 56 43.2 188

[kq'kcw 8 43.2 32 43.2 36 43.2 76

;ksx 216 216 216 648





ftl le; Lukrd

vkSj Åij f'kf{kr

mÙkjnkrkvksa }kjk

lkcqu Ø; djus ds

fu.kZ; ij fopkj

fd;k tkrk gSA






(242.51 > 2.733)



of 142

ifjdYiuk dk ijh{k.k

O;olk; % lsok dk;Z

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 108 40.8 4 40.8 && 40.8 112

czk.M 52 40.8 32 40.8 20 40.8 132

dher 32 40.8 52 40.8 68 40.8 152

jax 4 40.8 84 40.8 80 40.8 168

[kq'kcw 8 40.8 32 40.8 36 40.8 76

;ksx 204 204 204 612





ftl le; lsok dk;Z

esa lyaXu mÙkjnkrkvksa

}kjk lkcqu Ø; djus

ds fu.kZ; ij fopkj

fd;k tkrk gSA






(175.19 > 2.733)


of 142

ifjdYiuk dk ijh{k.k

O;olk; % O;kikj

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 32 15.2 && 15.2 && 15.2 32

czk.M 28 15.2 4 15.2 4 15.2 60

dher 16 15.2 24 15.2 20 15.2 36

jax && 15.2 32 15.2 28 15.2 60

[kq'kcw && 15.2 16 15.2 24 15.2 40

;ksx 76 76 76 228





ftl le; O;kikj esa

lyaXu mÙkjnkrkvksa

}kjk lkcqu Ø; djus

ds fu.kZ; ij fopkj

fd;k tkrk gSA






(59.77 > 2.733)



of 142

ifjdYiuk dk ijh{k.k

O;olk; % is'ksoj@vU; ;k lsokfuo`r O;fDr

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 48 24 && 24 && 24 48

czk.M 52 24 && 24 8 24 100

dher 4 24 36 24 60 24 60

jax 4 24 76 24 32 24 112

[kq'kcw 12 24 8 24 20 24 40

;ksx 120 120 120 360





ftl le;

is'ksoj@vU; ;k

lsokfuo`r mÙkjnkrkvksa

}kjk lkcqu Ø; djus

ds fu.kZ; ij fopkj

fd;k tkrk gSA






(95.98 > 2.733)


of 142

ifjdYiuk dk ijh{k.k

vk; % :i;s 600@& ls :i;s 2600@& izfr eghuk

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 24 15.2 4 15.2 && 15.2 28

czk.M 12 15.2 16 15.2 12 15.2 40

dher 36 15.2 4 15.2 24 15.2 64

jax && 15.2 40 15.2 16 15.2 56

[kq'kcw 4 15.2 12 15.2 24 15.2 40

;ksx 76 76 76 228



1- 'kwU; ifjdYiuk (H0) : lHkh rRo leku :i ls

egRoiw.kZ gksrs gS ftl le;

:i;s 600@& ls :i;s

2600@& izfr eghuk vk;

lewg okys mÙkjnkrkvksa }kjk

lkcqu Ø; djus ds fu.kZ;

ij fopkj fd;k tkrk gSA






(57.67 > 2.733)



of 142

ifjdYiuk dk ijh{k.k

vk; % :i;s 2600@& ls :i;s 4600@& izfr eghuk

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 68 32 && 32 && 32 68

czk.M 60 32 12 32 8 32 80

dher 12 32 52 32 48 32 112

jax 4 32 68 32 80 32 152

[kq'kcw 16 32 28 32 24 32 68

;ksx 160 160 160 480



1- 'kwU; ifjdYiuk (H0) : lHkh rRo leku :i ls

egRoiw.kZ gksrs gS ftl le;

:i;s 2600@& ls

:i;s 4600@& izfr eghuk

vk; lewg okys mÙkjnkrkvksa

}kjk lkcqu Ø; djus dk

fu.kZ; fd;k tkrk gSA



4- ifjxf.kr ewY; (Calculated Value) : 110



(110 > 2.733)


of 142

ifjdYiuk dk ijh{k.k

vk; % :i;s 4600@& vkSj Åij izfr eghuk

egRo

ds Lrj

rRo

vR;f/kd

egRoiw.kZ vR;f/kd

egRoghu

u rks

egRoiw.kZ@ u

gh egRoghu ;ksx

f0 Fe f0 fe f0 fe

xq.koÙkk 96 32.8 && 32.8 && 32.8 96

czk.M 60 32.8 8 32.8 12 32.8 80

dher 4 32.8 56 32.8 76 32.8 136

jax 4 32.8 84 32.8 44 32.8 132

[kq'kcw && 32.8 16 32.8 32 32.8 48

;ksx 164 164 164 492





ftl le; :i;s

4600@& vkSj Åij

izfr eghuk vk; lewg


lkcqu Ø; djus ds

fu.kZ; ij fopkj

fd;k tkrk gSA






(227.68 > 2.733)



of 142

bl rjg] ;g fu.kZ; fudkyk x;k fd voyksfdr vkSj izR;kf'kr vko`fÙk;ksa ds chp

varj vf/kd lkFkZd FkkA blds vykok ifjxf.kr dkbZ oxZ ewY;] lkj.kh ewY; ls vf/kd

FkkA iwoZ Li"V gS fd lHkh lksyg ifjdYiukvksa ds fy, 8 LokrU«;ka'k ls lEcaf/kr lkj.kh

ewY; X2 dks ns[kk x;kA vr% lHkh lksyg ifjdYiukvksa dks vLohd`r fd;k x;kA ;g

vkuqHkfod izek.k bl fo'okl dk leFkZu djrk gS fd lHkh rRo vFkok dkjd leku

:i ls egRoiw.kZ ugha gksrs gS ftl le; miHkksDrkvksa }kjk lkcqu Ø; djus dk fu.kZ;

fd;k tkrk gSA

***********


of 142

v/;k; & VI

fu"d"kZ

(CONCLUSIONS)

vkt ds izfrLi/kkZRed ;qx esa lkcqu dk Ø; fu.kZ; ysuk Hkh ,d dfBu

dk;Z gS D;kas fd orZeku esa cgqr ls ugkus ds lkcqu fuekZ.k dEifu;kas us Lo;a dks

LFkkfir dj fy;k gSa vkSj dbZ cktkj esa vk jgh gSA miHkksDrk nSfud thou esa lkcqu dk

Ø; dbZ ckj vFkok ckjEckj djrk jgrk gS D;ksa fd ;g nSfud miHkksx esa dke vkus

okyh oLrq gSA miHkksDrk lkcqu ds fdlh czk.M ilanxh dk fu.kZ; ysus ls igys vR;f/kd

fopkj djrk gSA ;g fu.kZ; ml le; vf/kd tfVy gks tkrk gS tc fd jk"Vªh; izfr"Bk

okys vusd rjg ds lkcqu czk.M cktkj esa miyC/k gksA izR;sd fuekZrk ;g tkuus dh

dksf'k'k djrk gS fd ,d miHkksDrk czk.M ilanxh dk fu.kZ; dSls ysrk g]S vFkkZr tc

miHkksDrk czk.M ilanxh dk fu.kZ; ysrk gS rks dkSu&dkSu ls rRo vFkok dkjd egRoiw.kZ

gksrs gSA izLrqr v/;;u bl fn'kk esa iz;kl gS fd miHkksDrkvksa }kjk czk.M ilanxh dk

fu.kZ; ysrs le; dkSu&dkSu ls fofHkUu rRo vFkok dkjd egRoiw.kZ gksrs gSA izLrqr

v/;;u fuEu iz'uksa ds mÙkj tkuus ds fy, fd;k x;k gS%

(1) D;k lHkh rRo vFkok dkjd leku :Ik ls egRoiw.kZ gksrs gS ftl le;

miHkksDrkvksa }kjk lkcqu Ø; djus dk fu.kZ; fd;k tkrk gS\

(2) D;k miHkksDrk czkaM ilUn O;ogkj dks fofHkUu rRo vFkok dkjd izHkkfor djrs

gS\

(3) D;k lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fofHkUu

vk;q lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\


fyax lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\



of 142


oSokfgd&fLFkfr okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\


'kS{kf.kd&i`"BHkwfe okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\


O;olk; okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\


vk; lewg okys mÙkjnkrk lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gS\

ifj;kstukdÙkkZ us ekjokM {ks= ds fofHkUu thou Lrj okys 400 mÙkjnkrkvksa ls

laidZ fd;k vkSj mudk lk{kkRdkj fy;kA muls oxhZdj.k ?kVdksa (vk;q] fyax] oSokfgd

fLFkfr vkfn) dh lwpuk,¡ izkIr dh xbZ rFkk rkfydk ds iz;ksx ls ik¡p pqus x, rRo

vFkok dkjd (xq.koÙkk] czk.M Nfo] dher] jax] [kq'kcw) dks muds }kjk fn, x, egRo ds

Lrj dks 'kkfey fd;k x;k A ifj;kstukdÙkkZ uss izfrp;u dh xSj&lEHkkfor fof/k dks

iz;ksx esa fy;k rFkk fu;a=.k izfrn'kZu ds fy, lqfo/kkuqlkj fun'kZu dk p;u fd;kA

leadksa ds laxzg ds fy, rhu fcanq vadu ekiØe dks mi;ksx es ysrs gq, dk;Z fd;kA

^^vR;f/kd egRoiw.kZ vkSj vR;f/kd egRoghu** bu nksuksa dks Nksj ij ysus ds lkFk&lkFk

,d dsUnzh; ^^u rks egRoiw.kZ vFkok u gh egRoghu** dks chp esa fy;k x;kA leadkas dks

rkfydk ds iz;ksx }kjk izkIr fd;k x;k gSA leadkas ds laxzzg ds i'pkr~ izR;qÙkjksa ls izeq[k

lkj.kh rS;kj dh xbZ] ftls la{ksi esa lkj.kh VI-1 esa iznf'kZr fd;k x;k gS%

lkj.kh VI-1

egRo ds lEiw.kZ Lrj

(Overall Level Of Importance)


of 142

rRo

egRo ds Lrj xq.koÙkk

czk.M

Nfo dher jax [kq'kcw ;ksx

vR;f/kd

egRoiw.kZ

188 (47%)

132

(33%) 52

(13%) 8 (2%)

20 (5%)

400 (100%)

vR;f/kd

egRoghu 4 (1%)

36 (9%)

112

(28%) 192

(48%) 56

(14%) 400

(100%)

u rks

egRoiw.kZ@ u

gh egRoghu

&& 32

(8%) 148

(37%) 140

(35%) 80

(20%) 400

(100%)

mijksDr lkj.kh ls Li"V gS fd mÙkjnkrkvksa dh vf/kd la[;k us lkcqu dks Ø;

djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;k

gSA ;g bl fo'okl dk leFkZu djrk gS fd lkcqu Ø; djus ls igys czk.M ilan

fu.kZ; ds le; lHkh rRo vFkok dkjd (xq.koÙkk] czk.M Nfo] dher] jax [kq'kcw) leku

:i ls egRoiw.kZ ugha gksrs gSA ;agk dqN vU; rRo Hkh gSa tks fd vR;f/kd egRoiw.kZ ekus

x;s gSA blds vfrfjDr] bl v/;;u ls ftu fu"d"kksZa dks [kkstk x;k og fuEufyf[kr

gS%

(1) mÙkjnkrkvksa dh vf/kd la[;k (47%) us lkcqu Ø; djus ls igys czk.M ilan

fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA

(2) mÙkjnkrkvksa dh vf/kd la[;k (50%) tks fd 18 ls 45 o"kZ vk;q lewg ds Fks] us

lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd

egRoiw.kZ LFkku fn;kA

(3) 46 ls 70 o"kZ vk;q lewg ds mÙkjnkrkvksa dh vf/kd la[;k (42.5%) us lkcqu

Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ

LFkku fn;kA

(4) :fpiw.kZ iq:"k mÙkjnkrkvksa dh vf/kd la[;k (44.44%) us lkcqu Ø; djus ls

igys czk.M ilan fu.kZ; ds le; czk.M best dks vR;f/kd egRoiw.kZ LFkku fn;kA

(5) L=h mÙkjnkrkvksa dh vf/kd la[;k (58.18%) us lkcqu Ø; djus ls igys czk.M

ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA



of 142

(6) vfookfgr mÙkjnkrkvksa dh vf/kd la[;k (39.13%) us lkcqu Ø; djus ls igys

czk.M ilan fu.kZ; ds le; czk.M Nfo dks vR;f/kd egRoiw.kZ LFkku fn;kA

(7) fookfgr mÙkjnkrkvksa dh vf/kd la[;k (53.24%) us lkcqu Ø; djus ls igys

czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA

(8) fnypLi mPp lSds.Mjh ds uhps f'kf{kr mÙkjnkrkvksa dh vf/kd la[;k (45.45%)

us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; dher dks vR;f/kd

egRoiw.kZ LFkku fn;kA

(9) mPp lSds.Mjh vkSj Lukrd ls uhps ds chp f'kf{kr mÙkjnkrkvksa dh vf/kd la[;k

(40%) us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks

vR;f/kd egRoiw.kZ LFkku fn;kA

(10) Lukrd vkSj Åij f'kf{kr mÙkjnkrkvksa dh vf/kd la[;k (55.55%) us lkcqu

Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ

LFkku fn;kA

(11) lsok esa layXu mÙkjnkrkvksa dh vf/kd la[;k (52.94%) tks fd 18 ls 45 o"kZ

vk;q lewg ds Fks] us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk

dks vR;f/kd egRoiw.kZ LFkku fn;kA

(12) O;kikj esa lyaXu mÙkjnkrkvksa dh vf/kd la[;k (42.10%) us lkcqu Ø; djus

ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks vR;f/kd egRoiw.kZ LFkku fn;kA

(13) is'ksoj mÙkjnkrkvksa dh vf/kd la[;k (43.33%) tks fd 18 ls 45 o"kZ vk;q

lewg ds Fks] us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks


(14) fnypLi :i;s 600@& ls :i;s 2600@& izfr eghuk ds chp vk; okys

mÙkjnkrkvksa dh vf/kd la[;k (47.36%) us lkcqu Ø; djus ls igys czk.M ilan

fu.kZ; ds le; dher dks vR;f/kd egRoiw.kZ LFkku fn;kA


of 142

(15) :i;s 2600@& ls :i;s 4600@& izfr eghuk okys mÙkjnkrkvksa dh vf/kd

la[;k (42.5%) us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk

dks vR;f/kd egRoiw.kZ LFkku fn;kA

(16) :i;s 4600@& vkSj Åij izfr eghuk vk; okys mÙkjnkrkvksa dh vf/kd la[;k

(58.53%) us lkcqu Ø; djus ls igys czk.M ilan fu.kZ; ds le; xq.koÙkk dks


(17) vk'p;Ztud] lHkh mÙkjnkrk tks fd fofHkUu vk;q] fyax oSokfgd&fLFkfr] f'k{kk]

O;olk; vkSj vk; okys Fks] mUgksus ,der ls lkcqu Ø; djus ls igys czk.M ilan

fu.kZ; ds le; jax dks vR;f/kd egRoghu LFkku fn;kA Ro ekukA

lEiw.kZ fu"d"kksZ dh vfHkiqf"V ifjdYiukvksa ds ijh{k.k }kjk izkIr dh xbZ gSA

dsUnzh; ifjdYiuk ^^lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le;

miHkksDrkvksa }kjk lkcqu Ø; djus dk fu.kZ; fd;k tkrk gS** ds lkFk&lkFk vusd

ifjdYiukvksa dk ijh{k.k lkaf[;dh; :i ls fd;k x;kA ifjdYiukvksa dh tk¡p ds fy,

dkbZ&oxZ (Chi-Square) ijh{k.k dk iz;ksx fd;k x;k gSA izfrp;u dh i}fr ;|fi

mís';iw.kZ ;k lfopkj Fkh] tcfd vU; yksdfiz; ijh{k.k tSls% izlj.k fo'ys"k.k

(ANOVA) ,oa LVwMsUV dk t ijh{k.k dks mi;ksx esa ugha yk;k tk ldkA dkbZ&oxZ

(Chi-Square) ewY; dh x.kuk vxzz lw= ds iz;ksx ls dh xbZ gS%

x2 =

izR;kf'kr vko`fÙk dh x.kuk djus ds i'pkr~ vkSj voyksfdr o izR;kf'kr vko`fÙk

ds chp vUrj izkIr djus ds ckn dkbZ&oxZ (Chi-Square) ewY; dh x.kuk 95

izfr'kr fo'okL;rk Lrj ij 8 LokrU«; la[;k ds fy, dh xbZ] rRi'pkr~ x2 dk lkj.kh

ewY; ds lkFk vUrj dks ns[kk x;k rFkk fuEufyf[kr vuqeku fudkys x,%

fe

(fo-fe)2



of 142

ifjdYiuk ifjxf.kr

ewY;

x2

lkj.kh ewY; tkp¡ ifj.kke

1- lHkh rRo vFkok dkjd

leku :i ls egRoiw.kZ gksrs gS

ftl le; lkcqu Ø; djus dk

fu.kZ; fd;k tkrk gSA

299-20 2-733 ifjdYiuk

vLohd`r



ftl le; 18 ls 45 o"kZ ds

vk;q lewg okys mÙkjnkrkvksa

}kjk lkcqu Ø; djus ds fu.kZ;


192-66 2-733 ifjdYiuk

vLohd`r



ftl le; 46 ls 70 o"kZ ds

vk;q lewg okys mÙkjnkrkvksa



112 2-733 ifjdYiuk

vLohd`r



ftl le; iq:"k mÙkjnkrkvksa



116-43 2-733 ifjdYiuk

vLohd`r



ftl le; L=h mÙkjnkrkvksa



237-80 2-733 ifjdYiuk

vLohd`r



ftl le; vfookfgr

mÙkjnkrkvksa }kjk lkcqu Ø;

djus ds fu.kZ; ij fopkj fd;k

tkrk gSA

44-50 2-733 ifjdYiuk

vLohd`r


of 142



ftl le; fookfgr mÙkjnkrkvksa



294-31 2-733 ifjdYiuk

vLohd`r



ftl le; mPp lSds.Mjh ds

uhps f'kf{kr mÙkjnkrkvksa }kjk

lkcqu Ø; djus ds fu.kZ; ij

fopkj fd;k tkrk gSA


vLohd`r



ftl le; mPp lSds.Mjh vkSj

Lukrd ls uhps ds chp f'kf{kr



tkrk gSA


vLohd`r



ftl le; Lukrd vkSj vf/kd

f'kf{kr mÙkjnkrkvksa }kjk lkcqu

Ø; djus ds fu.kZ; ij fopkj

fd;k tkrk gSA

242-51 2-733 ifjdYiuk

vLohd`r



ftl le; lsok dk;Z esa lyaXu



tkrk gSA

175-19 2-733 ifjdYiuk

vLohd`r



ftl le; O;kikj esa lyaXu



tkrk gSA


vLohd`r



of 142



ftl le; is'ksoj@vU; ;k

lsok fuo`r mÙkjnkrkvksa }kjk


fopkj fd;k tkrk gSA


vLohd`r



ftl le; :i;s 600@& ls

:i;s 2600@& izfr eghuk vk;



fopkj fd;k tkrk gSA


vLohd`r



ftl le; :i;s 2600@& ls

:i;s 4600@& izfr eghuk vk;



fopkj fd;k tkrk gSA

110-00 2-733 ifjdYiuk

vLohd`r



ftl le; :i;s 4600@& vkSj

Åij izfr eghuk vk; lewg

okys mÙkjnkrkvksa }kjk lkcqu

Ø; djus ds fu.kZ; ij fopkj

fd;k tkrk gSA

227-68 2-733 ifjdYiuk

vLohd`r

mijksDr ls Li"V gS fd miHkksDrkvksa ds fy, czk.M ilan fu.kZ; ds le;

lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ ugha gksrs gSA ;gk¡ dqN rRo

vFkok dkjd ,sls Hkh gS tks fd vR;f/kd egRoghu ekus x, gSA vr% lkcqu

fuekZrkvksa }kjk mRikn dk fuekZ.k vkSj foØ; djrs le; bu ij Hkh fopkj

fd;k tkuk pkfg,A


of 142

{ks= (SCOPE FOR FURTHER RESEARCH):

oSKkfud vuqla/kku ,d tu&lk/kkj.k }kjk lksps x, dk;Z gS ;|fi ,dy

v/;;u O;fDrxr vuqla/kkudÙkkZ }kjk ckjEckj fd;k tkrk gSA izR;sd v/;;u Hkwrdky

ds vuqHkoksa ij vk/kkfjr gksrk gS vkSj Hkfo"; esa v/;;u ds fy, vk/kkj rS;kj djrk gSA

fn, x, v/;;u vkSj vU; v/;;u ds chp vR;f/kd lEca/k LFkkfir fd, tk ldrs

gSA izR;sd vuqla/kku v/;;u fdlh fo'ks"k ifjfLFkfr;ksa dks /;ku esa j[kdj fd;k tkrk

gS blfy, v/;;u ds [kkstksa dk lkekU;hdj.k laHko ugh gS] fQj Hkh bldk vFkZ ;g

ugha gS fd O;fDrxr vUos"k.k de egRoiw.kZ vFkok de lkFkZd gksrs gSA

ifjdYiuk cks/k c<+kus ds mís'; dh izkfIr ds fy, rF;ksa ,ao vuqHko ls ijs iz{ksi.k

djus okys okLrfod ,ao vo/kkj.kkRed rRoksa rFkk muds ikjLifjd lEca/kksa ds fo"k; esa

iwoZdYiuk gSA ifjdYiuk dHkh Hkh fujk/kkj ugha gksrh gS] ;g Li"Vhdj.k dh vko';drk

j[kus okys rF;ksa ij vk/kkfjr gksrh gSA ;fn Li"Vhdj.k ds fy, fd, x, iz;klksa ds

nkSjku ,df=r fd, x, rF; ifjdYiuk esa mfYyf[kr lEca/k dh iqf"V ugha djrs gS rks

bldk vFkZ ;g ugha le>k tkuk pkfg, fd lS}kfUrd ekWMy xyr gS ftlls

ifjdYiuk dk fodkl fd;k x;k Fkk rFkk blh izdkj ;s rF; ifjdYiuk esa mfYyf[kr

lEca/k dh iqf"V djrs gS rks Hkh bldk vFkZ ;g ugha le>k tkuk pkfg, fd ml ekWMy

dh iqf"V gks jgh gS ftlls ifjdYiuk fodflr dh xbZ FkhA

ifjdYiuk dk ijh{k.k vuqla/kku dk;Zfof/k ds ekWMy dk yEcs le; rd

izfrfuf/kRo djrk gS D;ksa fd ifjdYiuk fl}kUr ds {ks= esa ik, tkus okys dFku gksrs gS

ftUgsa ijh{k.k dh dlkSVh ij dlk tk ldrk gSA ifjdYiuk lS}kfUrd fopkjksa }kjk

lR; eku ysus ;ksX; gksrs gS vkSj ftUgsa vkuqHkfod leadksa }kjk jí fd;k tk ldrk gSA

losZ{k.k vuqla/kku esa ifjdYiuk dk ijh{k.k ,ao Js"B ewY;ksa dks ekywe fd;k x;kA ;g

vko';d ugha fd ,d ek= dk;Zfof/k dks gh iz;ksx esa yk;k tkos] ftlds cgqr ls dkj.k

gS izFke] ;|fi ifjdYiukvksa dks fl}kUrksa ds vk/kkj ij fy;k x;k gS vkSj mudk leadkas

}kjk leFkZu fd;k x;k gS fQj Hkh lead bl fl}kUr dks fl} ugha djrs gS os dsoy



of 142

bldk leFkZu djrs gS] tcfd [kkst dh fl}kUrksa ds lkFk ,d:irk cuh jgrh gS ftuls

dh ifjdYiukvksa dks izksRlkgu feyrk gSA f}rh;] ifjdYiukvksa dk ijh{k.k ,dek=

oSKkfud dk;Zfof/k ugh gks ldrh] D;ksa fd ;/kfi ifjdYiukvksa dk iz;ksx lkfcr gks

tkrk gSs] rks Hkh dk;Z ;gh lekIr ugha gks tkrk gSA ;gk¡ ckgjh vfrfjDr pjksa dh

mifLFkfr ds dkj.k nks"kiw.kZ lEca/kksa dh vHkh rd laHkkouk gSA

izLrqr v/;;u miHkksDrk czkaM ilUn O;ogkj ds {ks= esa ,d egRoiw.kZ L=ksr

miyC/k djkrk gS tks bl fn'kk esa iz;kl gS fd D;k fofHkUu rRo vFkok dkjd

miHkksDrk czkaM ilUn O;ogkj dks izHkkfor djrs gSA izLrqr v/;;u miHkksDrk O;ogkj ds

{ks= esa vkxs vuqla/kku v/;;u ds fy, i`"BHkwfe rS;kj djrk gS tks fuEufyf[kr igyqvksa

ij vk/kkfjr gS%

(1) D;k miHkksDrk u, mRikn ds ewY;kadu ds le; izR;qÙkj ds Øec} voLFkk ls

xqtjrk gS\

(2) miHkksDrk dh ilan izkFkfedrkvksa esa NksVs&NksVs erHksn fdrus egRoiw.kZ gksrs gS\

(3) D;k O;fDrRo erHksn dk czk.M ilan ds lkFk ijLij lEca/k gksrk gS\

(4) D;k foKkiu ls okLro esa eukso`fÙk esa ifjorZu vkrk gS\

(5) D;k vuqdwy eukso`fÙk ds fodkl ls Lo;a gh foØ; ek=k c<+ tkrh gS\

(6) D;k czk.M vkSj mRikn izkFkfedrk,¡ ckY;koLFkk ls gh etcwr gks tkrh gS\

(7) D;k ,d gh czk.M gksuk pkfg, tks fd lHkh lkekftd oxksZ ds fy, gks ;k fofHkUu

rjg ds czk.M fo'ks"k lkekftd oxksaZ ds fy, cuk;s tkus pkfg,\

(8) D;k foi.ku iz;klksa }kjk vukSipkfjd okrkZyki dks c<+kok ns ldrs gS] ftlls fd

fo'ks"k mRiknksa dh vfrfjDr fcØh gks lds\

(9) D;k ,sls foØ;dÙkkZvksa dks fu;qDr fd;k tkuk pkfg, ftldh O;fDrRo fo'ks"krk,¡

muds miHkksDrkvksa ds leku gks ;k miHkksDrkvksa ls O;fDrRo fHkUurk,¡ gks\

(10) fdl izdkj ls izHkko'kkyh Ø; iszj.kk,¡ mÙksftr dh tk ldrh gS\


of 142

(11) dkSu ls rRo] n'kk,¡ vkSj dkj.k miHkksDrkvksa esa fdlh fo'ks"k czk.M ds izfr

fu"Bk mRiUu djrs gS\

(12) mRikn ds izfr miHkksDrk dk joS;k dSlk gS\

(13) orZeku esa czk.M dh fu"Bk dk okLrfod vFkZ D;k gS vkSj bls dSls ekik tk

ldrk gS\

(14) miHkksDrkvksa ds }kjk fdlh czk.M ds miHkksx izkjEHk djus ds D;k dkj.k yxrs

gS\

(15) oLrq Ø; ds dkSu&dkSu ls vfHkizsjd gS\

bl rjg] tks fof/k viukbZ xbZ og mu le; vkSj lk/kuksa ij fuHkZj gS tks ,d

ifj;kstukdÙkkZ ls nwljs ifj;kstukdÙkkZ ds fy, fHkUu&fHkUu gks ldrh gSA izLrqr

v/;;u egRoiw.kZ lR; dh [kkst ds fy, ,d L=ksr miyC/k djkrk gSA orZeku ifjizs{;

esa ;g v/;;u u dsoy lkcqu fuekZrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g cktkj

vuqla/kkudÙkkZvksa ds fy, Hkh ykHkizn gksxkA cktkj vuqla/kkudÙkkZvksa dks czkaM ilUn ds

ckjs esa irk py ldsxk ftlls og vko';d foi.ku fu.kZ; ys ldsxsaA

***********

lkjka'k

(SUMMARY)

orZeku rhoz izfrLi}kZRed ;qx esa izR;sd O;olk;h@ foi.kudÙkkZ ds fy;s egRoiw.kZ ,oa

loksZifj dk;Z gksrk gS xzkgdksa ds ckjs esa iw.kZ tkudkjh izkIr djuk] D;ksafd leLr O;kolkf;d

fØ;kvksa dk dsUnz fcUnq xzkgd gksrk gSA foi.ku vuqla/kkudÙkkZ@ 'kks/kkFkhZ ds fy;s miHkksDrkvksa ds

O;ogkj dk v/;;u foi.ku dh n`f"V ls ,oa lkekftd n`f"V ls vR;Ur gh egRoiw.kZ dk;Z gSA czkaM

dh ilUn miHkksDrkvksa ds O;ogkj dk ,d egRoiw.kZ vax gS ftlls ge ;g irk yxk ldrs gS fd

cktkj esa miyC/k czk.Mksa esa ls loksZifj dkSu lh gS ,oa D;ksa gS? orZeku le; esa fuekZrkvksa@

mRikndksa ds }kjk fuR; ubZ fofHkUu oLrq,a vusd czk.Mksa ds ek/;e ls miHkksDrk rd igaqpk;h tk jgh

gS] lkcqu Hkh mUgha esa ls ,d gS] ftlds lanHkZ esa vusd dEifu;ksa us Lo;a dks LFkkfir dj fy;k



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vkSj dqN izos'k dj jgh gSA vr% 'kks/kkfFkZ;ksa ,oa foi.kudÙkkZvksa ds fy;s ;g ,d vPNk fo"k; gS

ftlesa fujUrj 'kks/k dh vko';drk gSA bUgha lHkh igywvksa dks /;ku esa j[kdj ^^miHkksDrk czkaM

ilUn O;ogkj % ugkus ds lkcqu (ekjokM+ {ks= ds miHkksDrkvksa dk v/;;u)** fo"k; dk p;u 'kks/k ds

fy;s fd;k x;k gSA vuqla/kku ds fy;s izLrqr v/;;u ;g tkuus ds fy;s fd;k x;k gS fd D;k

fofHkUu rRo vFkok dkjd miHkksDrk czkaM ilUn O;ogkj dks izHkkfor djrs gSA vFkkZr~ miHkksDrkvksa

}kjk czkaM ilUnxh dk fu.kZ; ysrs le; dkSu&dkSu ls fofHkUu rRo egRo ds gksrs gSA

^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu (ekjokM+ {ks= ds miHkksDrkvksa dk v/;;u)**

fo"k; ij vuqla/kku & dk;Z djus ds fy, lEiw.kZ v/;;u dks N% v/;k;ksa esa foHkkftr fd;k x;k gS]

ftlesa ifjp;] vuqla/kku dk;Z & fof/k] mÙkjnkrkvksa dh :ijs[kk] izR;qÙkjksa dk fo'ys"k.k] ifjdYiuk

dh tk¡p rFkk fu"d"kZ dks lfEefyr fd;k x;k gSA blds vfrfjDr vUr esa ifjf'k"V dks 'kkfey

fd;k x;k gS ftlesa vuqlwph ,oa lanfHkZdk layXu gSA

izFke v/;k;% ifjp; ls lEcaf/kr gS ftlesa lkcqu czkaM dh i`"BHkwfe] Ø;&izfØ;k] O;olk;

,oa miHkksDrk ojh;rk] Ø;&izsj.kk;sa] Ø; O;ogkj dks izHkkfor djus okys ?kVd] Ø; rjhdk] czkaM

ilUn ,oa miHkksDrk O;ogkj] Øsrk O;ogkj ds fl}kUr] fu.kZ;ksaijkUr fookn rFkk Hkkjrh; lanHkZ esa

miHkksDrk Ø; O;ogkj vkfn dk lekos'k fd;k x;k gSA v/;k; ds vUr esa ewY;kadu ds fy,

vko';drk dks crk;k x;k gSA vUr esa lanHkZ lwph izLrqr dh xbZ gSA

f}rh; v/;k;% vuqla/kku dk;Z&fof/k ls lEcaf/kr gS] ftlesa lEiw.kZ vuqla/kku dk;Z&fof/k dks

ekSVs&rkSj ij nks Hkkxksa esa ckaVk x;k gS%

izFke] lEiw.kZ vuqla/kku ifj;kstuk ds fy, izkjfEHkd vuqla/kku] ftlds vUrxZr lkekU;

vUos"k.kkRed dk;Z ,oa v/;;u {ks= ls lEcaf/kr O;fDr;ksa ds lkFk izkjfEHkd lk{kkRdkj dk lekos'k

fd;k x;k gSA f}rh;] ifj;kstuk dk vfUre fu;kstu vkSj dk;kZUo;u ls lEcaf/kr gS ftlds

vUrxZr ifjdYiuk dk fuekZ.k] iz'uksa dh Øec}rk dk fooj.k] leadkas dk ladyu djus ds fy,

rkfydk dh rS;kjh vkSj iwoZ&ijh{k.k] izfrn'kZ izjpuk] leadksa dk ladyu] leadksa dk lkj.kh;u]

ekiØe] ifjdYiuk dh tk¡p] vuqla/kku izfrosnu dh rS;kjh rFkk v/;;u dh lhek,¡ vkfn dk

lekos'k fd;k x;k gSA v/;k; ds vUr esa lanHkZ lwph izLrqr dh xbZ gSA


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r`rh; v/;k;% mÙkjnkrkvksa dh :ijs[kk ls lEcaf/kr gS ftlesa fofHkUu lewg okys miHkksDrkvksa

dks 'kkfey djrs gq, mUgsa vk;q] fyax] oSokfgd &fLFkfr] f'k{kk] O;olk; rFkk vk; ds vk/kkj ij

oxhZdr̀ fd;k x;k gSA bl v/;k; esa mu miHkksDrkvksa dh :ijs[kk izLrqr dh xbZ gS ftudk

lk{kkRdkj fd;k x;k gSA izLrqr v/;k; esa czkaM dh :ijs[kk dk Hkh lekos'k fd;k x;k gS ftlds

vUrxZr v/;;u ls lEcaf/kr pqus x, mÙkjnkrkvksa ds ikl tks lkcqu czkaM miyC/k gS mldks izLrqr

fd;k x;k gSA

prqFkZ v/;k;% izR;qÙkjksa dk fo'ys"k.k ls lEcaf/kr gS ftlds vUrxZr v/;;u {ks= esa lfEefyr

ekjokM+ {ks= ds miHkksDrkvksa }kjk tks mÙkj izkIr gq, mudk fo'ys"k.k dj mUgsa izfr'kr ds vk/kkj

ij O;Dr fd;k x;k gS] tks rr̀h; v/;k; esa 'kkfey fd, tkus okys oxhZdr̀ miHkkssDrkvksa ls

lEcaf/kr gSA mijksDr izR;qÙkj lkcqu Ø; djrs le; mÙkjnkrkvksa }kjk fofHkUu rRo@ dkjd dks fn,

tkus okys egRo ds Lrj ls lEcaf/kr gSA

iape v/;k;% ifjdYiuk dh tk¡p ls lEcaf/kr gS ftlesa bl lR;rk dks tk¡pk x;k gS fd

ftl ifjdYiuk dks vk/kkj ekudj vuqla/kku dk;Z fd;k x;k gS og lgh gS vFkok ughaA bl gsrq

lkaf[;dh; ijh{k.k fy, x, gSA lHkh lksyg ifjdYiukvksa ftlesa dsUnzh; ,oa oxhZdr̀ ?kVdksa ij

vk/kkfjr ifjdYiuk lfEefyr gS] dks dkbZ&oxZ (Chi-Square) ijh{k.k }kjk vLohd`r fd;k x;k

gSA

"k"Be v/;k;% v/;;u ds fu"d"kZ ls lEcaf/kr gS ftlesa iape v/;k; esa lkaf[;dh ijh{k.k

}kjk ftu ifjdYiukvksa dks vLohd`r fd;k x;k gS] muls lEcaf/kr fu"d"kZ dks izLrqr fd;k x;k gSA

v/;k; ds vUr esa vuqla/kku ds fy, {ks= dk lekos'k fd;k x;k gS tks Hkfo"; ds fy, vk/kkj rS;kj

djus esa egRoiw.kZ Hkwfedk fuHkk;sxkA

lEiw.kZ v/;k; ds vUr esa ifjf'k"V dks lfEefyr fd;k x;k gS ftlds vUrxZr lkjka'k,

vuqlwph ,oa lanfHkZdk lfEefyr gSA

^^miHkksDrk czkaM ilUn O;ogkj % ugkus ds lkcqu (ekjokM+ {ks= ds miHkksDrkvksa dk v/;;u)**

fo"k; ds vuqla/kku gsrq izkFkfed leadksa dks lfEefyr fd;k x;k gSA izkFkfed leadksa@lwpukvksa ds

laxzg.k gsrq fofHkUu jhfr;ksa tSls losZ{k.k fof/k] voyksdu fof/k] iz;ksxkRed fof/k rFkk iSuy fof/k;ksa

vkfn esa ls losZ{k.k fof/k dks 'kkfey fd;k x;k gSA losZ{k.k i}fr esa leadksa dk ladyu lk{kkRdkj



of 142

i}fr ls fd;k x;k gSA vr% miHkksDrkvksa ds lk{kkRdkj ds fy, rkfydk (Schedule) dk iz;ksx

fd;k x;k gSA izfrp;u dh xSj lEHkkfor fof/k dks iz;ksx esa ysrs gq, fu;a=.k izfrn'kZu ds fy,

lqfo/kkuqlkj fun'kZu dk p;u fd;k x;k gSA

izR;sd v/;;u vFkok vuqla/kku ifjdYiukvksa ij vk/kkfjr gksrk gSA fcuk ifjdYiuk ds

vuqla/kku dk;Z O;FkZ gksrk gSA izLrqr vuqla/kku v/;;u ds fy, ifjdYiukvksa dks nks Lrjksa ij cuk;k

x;k gS% izFke ,d dsUnzh; ifjdYiuk cukbZ xbZ fd lHkh dkjd vFkok rRo (xq.koÙkk] czk.M Nfo]

dher vkfn)leku :i ls egRoiw.kZ gksrs gS] ftl le; miHkksDrkvksa }kjk lkcqu Ø; djus dk

fu.kZ; fd;k tkrk gSA f}rh; Lrj dh ifjdYiuk dk fu:i.k oxhZdr̀ ?kVdksa ds vk/kkj ij fd;k

x;k gS fd lHkh rRo vFkok dkjd leku :i ls egRoiw.kZ gksrs gS ftl le; fHkUu & fHkUu lewg

okys miHkksDrk (vk;q] fyax] oSokfgd & fLFkfr] f'k{kk] O;olk; rFkk vk; ds vk/kkj ij oxhZdr̀)

lkcqu Ø; djus ds fu.kZ; ij fopkj djrs gSaA lkaf[;dh ijh{k.k }kjk ifdYiukvksa dks Lohd`r vFkok

vLohd`r fd;k x;k gS] bl gsrq dkbZ&oxZ (Chi-Square) ijh{k.k dks iz;ksx esa fy;k x;k gSA

vuqla/kku ds nkSjku vusd dfBukbZ;ksa dk vkuk LokHkkfod gS] ftuds vius dqN dkj.k lnSo gksrs gS

fQj Hkh iz;kl ,oa ifjdYiuk vk/kkfjr rF;ksa dh tk¡p dj mUgs izLrqr fd;k x;k gSA bl rjg ls

tks izfØ;k viukbZ xbZ og ml le; vkSj lk/kuksa ij fuHkZj djsxh tks ,d vuqla/kkudÙkkZ ls nwljs

vuqla/kkudÙkkZ ds fy, vyx&vyx gks ldrh gSA orZeku ifjizs{; esa ;g v/;;u u dsoy lkcqu

dEiuh ds fuekZrkvksa ds fy, mi;ksxh fl} gksxk oju~ ;g cktkj vuqla/kkdÙkkZvksa vkSj forjdksa ds

fy, Hkh ykHkizn gksxkA cktkj vuqla/kkudÙkkZvksa dks miHkksDrk dh czkaM ilUn ds ckjs esa irk py

ldsxk] ftlls og vko';d] foi.ku fu.kZ; ys ldsaxsA miHkksDrkvksa dh ilanxh fu.kZ; dks izHkkfor

djus okys rRo vFkok dkjd ds ckjs esa irk py ldsxkA vr% vuqla/kku ds fy, izLrqr v/;;u

foi.ku ds {ks= esa egRoiw.kZ lR; dh [kkst ds fy, L=ksr miyC/k djok;sxkA

***********


of 142

vuqlwph

(SCHEDULE)

(1) d`Ik;k laxr [kkus esa () fu'kku yxk,a%

(1) vk;q%

(i) 18 o"kZ ls 45 o"kZ ( )

(ii) 46 o"kZ ls 70 o"kZ ( )

(2) fyax%

(i) iq:"k ( )

(ii) L=h ( )

(3) oSokfgd fLFkfr%

(i) vfookfgr ( )

(ii) fookfgr ( )

(4) f'k{kk%

(i) mPp lSds.Mjh ds uhps ( )

(ii) mPp lSds.Mjh ls Lukrd ds uhp ( )

(iii) Lukrd vkSj Åij ( )

(5) O;olk;

(i) lsok dk;Z ( )

(ii) O;kikj ( )

(iii) is'ksoj@vU; ;k lsokfuo`r O;fDr ( )

(6) vk;

(i) :Ik;s 600@& ls :Ik;s 2600@& izfr eghuk ( )

(ii) :Ik;s 2600@& ls :Ik;s 4600@& izfr eghuk ( )

(iii) :Ik;s 4600@& vkSj Åij izfr eghuk ( )



of 142

(2) uhps fn;s x;s fofHkUu rRoksa esa dkSu&ls rRo dks vki ^^vR;f/kd egRoiw.kZ**

vkSj ^^vR;f/kd egRoghu** vkSj ^^u rks egRoiw.kZ@ u gh egRoghu** LFkku nsrs gS] ftl

le; vki ugkus dh lkcqu dks ilan dj jgs gksrs gS ?

(i) xq.koÙkk -----------------------------------

(ii) czk.M Nfo -----------------------------------

(iii) dher -----------------------------------

(iv) jax -----------------------------------

(v) [kq'kcw -----------------------------------

(3) D;k vkids ikl ugkus dk lkcqu gS ? gk¡ @ ugha

dkSu & lk czk.M ? ---------

dkSu & lk jax ? ---------

***********


of 142

BIBLIOGRAPHY

BOOKS

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Marketing Theory and Application, Belmont

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3. Baker, J.Michael : The Marketing Book, London:

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10. Cravens, W.David, : Marketing Management,

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Robert, B. Woodruff

11. Deming, W.E. : Sampling Design in Business



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Research, New york: John Wiley & Sons Inc,

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D. Irwin Inc., 1976

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Roger, D. Blackwell Inc,1968

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P.J.Verdourn

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Practical Guide, London: Groom Helm, 1980

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Englewood cliffs, N.J.:

Prentice Hall Inc., 1966

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Management Reading,

massachussests; Addition

Wesley Publishing Company,

1969


of 142

22. Gandhi, J.C. : Marketing - A Managerial

Introduction, New Delhi: Tata McGraw Hill

Publishing Co. Ltd., 1985

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Methodological Foundation, Hinsdale, Illionis:

The Dryden Press, 1979

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P.F. Hatt New York: McGraw Hill Book Co., 1952

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India: A study of All India consumption

Estimates, New Delhi: Anmol, 1986

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Pvt. Ltd. 1971

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Kothari, C.R. : Research Methodology, New

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33. Kotler, Philip : Marketing Management:

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N.J.Prentice Hall Inc., 1984

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Motives,New York; Geon

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37. Mahajan, B.M. : Consumer Behaviour in India,

New Delhi, Concept Publishing Co., 1980

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cognitive orientation, New York; Macmillan,

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39. Martineau, Pierre : Motivation in Advertising,

New York: McGraw Hill

Book Co., 1957

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Reaction in India; A case study Jaipur: Printwell

Publishers, 1986

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Behaviour Behavior, New york: Appleton

Century Crafts, 1969

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cases for Marketing Decision, New Delhi: Tata

MC Graw Hill, 1973

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Management, Bombay: Himalaya Publishing

House, 1985

44. Mishra, M.N. : Marketing Management in

India perspective, Bombay : Himalaya


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Paul, C.J.George Management, Delhi: Himalaya Publishing

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The Indian Economy, New Delhi: Vikas


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NamaKumari, S. Delhi: Macmillian India Ltd., 1983

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Social Sciences, Delhi: Daya Publishing House,

1987

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Delhi: Prentice Hall of India Ltd., 1987

51. Sethna, Beheruz N. and : Research Methods in

Leonard, Groeneveld Marketing, New Delhi: Tata

MC Graw Hill Publishing Co. Ltd., 1984

52. Sherlekar, S.A. : Marketing Management,

Bombay: Himalaya Publishing House, 1986

53. Singh, Raghbir : Marketing and Consumer

Behaviour, New Delhi: Deep & Deep

Publication, 1989

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Advertising and Marketing, New York; McGraw

Hill Book Co., 1954

55. Stantan, William J. : Fundamentals of Marketing,

New York: McGraw Hill Book Co., 1987

56. Tondon, B.C. : Research Methodology in

Social Sciences, New Delhi: Chaitanya


57. Tucker, W.T. : Foundation for a Theory of

consumer Behaviour, New York: Holt Rinehart

& Winston, 1966

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Marketing, London: Heinemann, 1981

59. Wilkinson, T.S. and : Methodology and Techniques

Bhandarker, P.L. of Social Research, Bombay: Himalaya


60. Young, V. Pauiline : Scientific Social Survey,

Engle Wood cliffs, N.J.:

Prentice Hall Inc., 1968

JOURNALS

1. Journal of Marketing

2. Indian Journal of Marketing

3. Journal of Advertising Research

4. Journal of Consumer Studies and Home Economics

5. Journal of Consumer Affairs

6. Journal of Consumer Research

EWSPAPERS & MAGAZINES

1. Rajasthan Patrika, Jaipur

2. Dainik Bhaskar, Jaipur

3. Dainik NavJyoti, Jaipur

4. The Economic Times, New Delhi

5. The statesman, New Delhi

6. The Hindustan Times, New Delhi

7. Advertising & Marketing, Bombay

***********


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Dr.Manoj Kumar Sharma

ASSISTANT PROFESSOR

S.P.U.[PG]COLLEGE

FALNA [PALI]

Name : Dr.Manoj Kumar Sharma

Date of birth & Place : 03-oct. & Ajmer

Edu. Qualification : M.Com.(Bus. Admn.), (EAFM), (ABST), M.Phil.,

Ph.D.(Bus.Admn.), PG Diploma in HRM,

M.A.(Sociology), (Philosophy), (Pub.Admn.), B.Ed

Doing D.Lit. (Commerce) From South Affrica

Teaching College :* Sri Dungargarh College (Bikaner).

* S.S.B. PG College (Jaipur).

* Smt. S.D.M. PG Girl’s College, Bhilwara.

* B.M.K. PG College, Bhiwadi (Alwar).

* S.P.U. PG College, Falna (Pali).

Achievement :* University Gold Medalist Award by

Persident of India (Smt. Partibha Patil).

* Paper Presented in the International & National

Conference Sponsored by UGC,New Delhi.

* Article Published in the International & National

Journals & Books.

* Membership of ICA (Reg. No.-206)

* Membership of Research Journal of Management

(REG.NO:6433XVI ENG)

* Research Supervisor & Guide (Ph.D.&.M.Phil.) in Many

University

Other Published Books :* BUS. REG. FRAME WORK

*BUS. LAW

*PRINCIPLES OF MODERN MANAGEMENT

*CONSUMER BEHAVIOUR

* CONSUMER RESEARCH *MANAGEMENT CONCEPTS

*VYAVSHAYIK VINIYMAN KI ROOPREKHA

*MODERN BUSINESS LAW

* CONSUMER SURVEY

***********

y?kq vuqla/kku ifj;kstuk manoj sharma... · mkw- eukst dqekj “kekz i^^mihkksdrk czkam ilun o;ogkj...

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