Conference Students Issue

Envisioning India In Business January-2018
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IMPACT OF DIGITAL MARKETING AMONG RURAL PEOPLE
RAJASEKAR A
MBA Student, Sacred Heart College (Autonomous), Tirupattur.
Abstract
The aim of the study to discover the problems regarding impact of digital marketing among rural area people. And
to know about the aware of digital marketing and the digital channels influence in their buying decision. The
findings revealed that rural customers are aware of impact both positive and negative of digital marketing by help of
various digital Medias involved.As the world moving towards digital era, the digital channels plays vital role in
increase of sales of any firm’s products. So the present study made an attempt to reveal the impact of digital
marketing among rural area.
Introduction
Using the internet, social media, mobile apps, and other digital communication technologies has become part of
billions of people’s daily lives.Digital marketing has been considered anew form of marketing and provided new
opportunities for companies to do businesses. Marketing activities conducted via digital channels enable advertisers
to directly communicate with potential customers in a rapid velocity and regardless the geographical location.
Digital marketing has been recently referred as one of the best means to cut through the mess and interact directly
with the consumer. Hence, with the trend toward direct, one‐to‐one marketing, additional attention is being paid to
the use of the digital channels as a means of effectively advertising to consumers. Through this study to know about
what are all the positive and negative impacts of digital marketing among various rural people. And the study helps
to find the root cause of problem and feasible solution for those problems.
Review of literature
Andrew Stephen (2015)Digital marketing is the avenue of electronic communication which is used by the
marketers to endorse the goods and the services towards the marketplace. The supreme purpose of the digital
marketing is concerned with consumers and allows the customers to intermingle with the product by virtue of digital
media. This editorial concentrates on the magnitude of digital promotion for both customers and marketers. We
scrutinize the result of digital marketing on the base of firm’s sales.
PoojaDardaVimal Deep Saxen (2015)E-commerce has been expanding its wings all around the globe. The
availability of various options and information about the products is making this trend more user friendly. As result
of that, there are so many big names, which can be seen in the market like Flipcart, Snapdeal, Amazon.in, Shopclues
and many more. By looking at the current scenario, a certain question arises that how the behavior of consumer also
changes when they shift their purchasing from physical market to digital market.
Dr. Amandeep Singh Marwaha (2016)Digital marketing technologies permit the customers to keep on with the
company information rationalized (Gangeshwer, 2013). These days a lot of customers can way in internet at any
place whichever time and companies are constantly updating information regarding their goods or services.
P.Sathya (2017)Digital marketing has turn out to be crucial part of approach of many companies. At the present
time, still for tiny business proprietor at hand have an extremely inexpensive and competent method by using digital
marketing to market their products or services in the society.
Statement of the problem
In modern world each and every activities are done by the help of technologies. So the marketing activities also
mostly happening in the form of various digital technologies such as social media marketing, viral marketing,
digital/online/website marketing and etc. here the major problem is how digital marketing affecting the rural people,
what are the challenges and opportunities involved in those marketing activities. it enables to find major cause of
issues and provide corrective solution to improve digital marketing among rural.
Objectives of the study
The major purpose of this study is to highlights the impact of digital marketing among rural people. These following
are the objectives of the study:

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 To study about the impact and reach of digital marketing among rural people.
 To find the gaps for non- and limited users of digital marketing among the rural people.
 To study the buying behavior of rural people.
 To know about how many people using digital marketing in rural area.
 To study the impact of digital marketing on consumers purchase.
Scope of the study
The scope of the study relates various positive and negative impacts regarding the digital marketing in rural people.
The theoretical scope considered by the opportunities and real challenges of digital markets by rural area. The
practical scope covers effective suggestions and remedial action for the utilization of digital marketing among those
people.
Need of the study
 Create much awareness about digital marketing in rural customers.
 To expand the market to every part of the country.
 Buying decision regarding the digital marketing activities.
 Promote rural people to adopt new technology in marketing.
 To meet real customer requirement and satisfy their needs fully.
Methodology
To conduct this study descriptive research methodology is been used wherein the data has been collect from the
defined sample for the research.
Data Collection: Data for conducting this research was collected from secondary data source.
Secondary Data: Secondary data for the research have been collected from various sources such as internet, e-
library, books and various published research papers in the same field.
Theoretical background
Digital marketing
Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital
marketing has grown in popularity over time, particularly in certain countries. Digital marketing is an umbrella term
for the marketing of products or services using digital technologies, mainly on the Internet, but also including
mobile phones, display advertising, and any other digital medium.
The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and
businesses utilize technology and digital marketing for their marketing. Digital marketing campaigns are becoming
more prevalent as well as efficient, as digital platforms are increasingly incorporated into marketing plans and
everyday life, and as people use digital devices instead of going to physical shops.
Impact of digital marketing
Positive impact of digital marketing
 Faster information to every customer.
 It enables a great reach to each and every consumer.
 It reduces the expenses of both money and time also.
 It’s also developing the habit of using technologies by making marketing activities among rural area.
 It avails variety of product to consume each and every rural people.
Negative impact of digital marketing
 Digital marketing needs more knowledge to do a marketing activities by rural consumers.
 It is very expensive.
 It may affect rural retailers and manufacturers.
 Buying consumption pattern may affect due to digital marketing.

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Findings
This paper was an intensive work to understand the mindset of people from rural areas as far as digital market
purchasing is concerned. The review of literature and interaction with the consumers during study helped us to find
out different dilemmas of the issue.
 Found both positive and negative impact of digital marketing among rural customer.
 Clear picture of purchasing behavior of rural people.
 During the study, it was found that in most of the rural areas, due to the lack of the information people
were not so excited and enthusiastic for digital marketing. In fact, in some of the cases where people
were willing and interested in purchasing online but e-commerce companies do not deliver at those
places.
Conclusion
The purpose of this study was to thoroughly understand the impact of digital marketing from rural areas. The
research framework was made to understand the existing studies in related areas along with the current states
through secondary data. A finding shows that the digital marketing habits of consumers depend upon the need and
trust of consumer on that particular e-commerce retail website. While conducting this study we also came across the
fact that the consumer behavior of rural consumer. Their thinking, liking, disliking and purchasing pattern as far as
is digital marketing concerned are different which differentiate their purchasing pattern.
References
Andrew T.stephen, “Impact of digital marketing in rural area”., volume 1, 12 October 2015.
PoojaDardaVimal Deep Saxen, PEZZOTTAITE JOURNAL “Online market: a comparative study of consumer
behavior from rural area” ,Volume 4, Number 1, January – March’ 2015
Dr. Amandeep Singh Marwaha, “impact of digital marketing”, volume 2, issue 10, 10 March 2016.
P.Sathya “Study on Digital Marketing and its Impact”International Journal of Science and Research (IJSR)Volume 6
Issue 2, February 2017.
Websites
www.catalystwebtrendz.com
www.smallbusiness.chron.com
www.dreamrandom.com
www.ijsr.net

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Healthcare financing system
SHAFINA N I
Abstract
Health financing is to maintain and improve human welfare. The objective isto raise sufficient funds and to
provide financial risk protection to the population. Government expenditures for health that are channeled through
non-health ministries, such as military or police health services are sometimes more difficult to attain. The features
of Healthcare systems are Low level of public spending, a resulting poor quality of preventative care and poor health
status of the population. In principle, the sub centers, primary health centers, and community health centers are
required to handle the preventative aspects of health care, institutionalize deliveries, treat minor diseases, and act as
referral centers.More recently, WHO/World Bank/USAID developed a guide to undertaking national health
accounts in low income countries, adapting it in some ways to meet the needs of low income countries.
Chapter 1
Introduction of the study
Health financing is fundamental to the ability of health systems to maintain and improve human welfare. At the
extreme, without the necessary funds no health workers would be employed, no medicines would be available and
no health promotion or prevention would take place.
However, financing is much more than simply generating funds. To understand the nature of the indicators that can
be used to monitor and evaluate health system financing requires explicit assessment of what it is expected to
achieve. The financing system is often divided conceptually into three inter-related functions – revenue collection,
fund pooling, and purchasing/provision of services. Before focusing on measurement strategies and indicators for
these functions it is important to understand the key components of each of them. Financial risk protection is
determined by how funds are raised and whether and how they are pooled to spread risks across population groups.
Financing policy must grapple with questions of how to raise funds equitably, which usually implies a degree of
progressivity (where the rich contribute a higher proportion of their income than the poor).
Chapter 2
The Millennium Development Goals have helped to draw the attention to the need for ensuring universal coverage
in many low- and middle-income countries. The 58th session of the World Health Assembly in 2005 defined
universal health care as providing ―access to key promotive, preventive, curative, and rehabilitative health
interventions for all at an affordable cost‖ (World Health Assembly, 2005). However, most low- and middleincome
countries find this a major challenge, as it would require substantial increases in public spending and productivity
increases in an environment of severely strained resources.
The National Rural Health Mission (NRHM), established in 2005, and the recent introduction of
RashtriyaSwastyaBimaYojana (RSBY) a national health insurance scheme for people below the poverty line are
the two most important initiatives by the central government. Several state governments also have come up with
their own insurance schemes. Despite these initiatives, the actual public spending on health has not shown much
increase.
Chapter 3
Hospitals play an integral part in healthcare system in India. They perform variousfunctions like In-patient, Out-
patient services, Research and Development, Training etc.Indian hospitals can be categorized into Public hospitals
(Government), Private and notfor-profit (Missionary/Trust owned) hospitals. The Public hospitals are run by
theCentral and State Governments and Missionary hospitals by charitable trusts which endows with free services or
at subsidized rates to the needy12. Due to Liberalization,Privatization and Globalization (LPG) there is a change in
economical empowerment ofthe middle class due to which there has been a boost in the number of corporate
hospitalsand private hospitals that provide healthcare services in towns and cities.

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Chapter 4 Objective of the study
 To study the economic conditions of the people towards healthcare.
 To study sufficient funds and financial risk.
 Toexamine the efficiency of resource use.
Chapter 5 Scope of the study
The medical profession has broadened its horizon globally and India is no exception. Corporate hospitals are
emerging as new breed in healthcare industry in India.Hospitals are attracting a number of patients because of their
super-specialties. There is keen competition among hospitals for market share. The emphasis is not only toprovide
specialized services more efficiently and effectively, but also to maintain thequality of overall services.In view of
changing needs of customers, changing world, changing life style andtechnological innovations, the market has
become customer service oriented. Therefore,in service delivery and services management the service quality has
become an essentialneed in this competitive environment.
Chapter 6 Methodology of the study
Secondary data for the study was collected from the variousjournals, reports, text books, standing orders, and the
internet.
Chapter 7 Theoretical background
Sources of information on health system financing
The national government's total budget and the part allocated to health are both usually public information and can
be used to evaluate the government commitment to health in total amount as well as proportional to other priorities.
A planned budget however, while an important indicator of commitment can differ significantly from the funds that
are eventually released to departments and the subsequent expenditures. In most countries, information on
government health expenditures channelled through the Ministry of Health is usually available through the Ministry
of Finance (MoF), or regional authorities in decentralized systems. Government expenditures for health that are
channelled through non-health ministries, such as military or police health services are sometimes more difficult to
attain.
While budget information is available in "real time", there is often a delay of a year or so in the production of
consolidated expenditure accounts. Public expenditure reviews, if they are available, are often an excellent source of
information.
They collate information from various sources to ask questions about whether government expenditures followed
budget plans and stated strategic objectives. Sometimes they seek to examine the efficiency of resource use, though
in very broad terms, as well as the ability of the financial management and accounting systems and institutions to
track expenditures.
It is better to track expenditure from external sources at the country level, but this is often difficult especially where
this funding is channelled through non-governmental organizations (NGOs) or the private sector. Many countries do
not require external donors or NGOs to report their in-country expenditures, or if they are required to submit budgets
with proposals at the time they gain permission to work in the country, there is no database where this information is
systematically captured nor where actual expenditures are recorded. This also applies to domestic NGOs and other
charitable organizations supporting the health sector, where it is often difficult to track expenditures. National-level
expenditures as a result of third-party payments (e.g., from insurance and/or social security) may be available from
fund managers. If third-party payers are primarily small communitybased organizations, such as community-based
health insurance funds, compiling expenditure information is much more difficult. .
The Public Health Care System in India and Health Status of Population
Salient Features
The three most important features of the Indian health care system are:
i. Low levels of public spending: Between 1996-97 and 2005-06, total government spending on health
was stagnant at about 1 percent of GDP, and the public expenditure elasticity with respect to GDP was
at 0.94, lower than the average for low-income countries (1.16) for the same period (Tandon and
Cashin, 2010). Despite efforts to increase public spending after 2005-06 including the adoption of
NRHM, the expenditure increased only marginally to 1.2 percent of GDP in 2009-2010.

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ii. A resulting poor quality of preventative care and poor health status of the population.
iii. The inadequate level of public health provision has forced the population to seek private health
providers resulting in high OOP spending. OOP spending in India is over four times higher than the
public spending on health care.
In India, a federal country, the Constitution assigns the states predominant responsibility for the provision of social
services and coequal responsibility with the central government for the provision of economic services. However,
since all broad-based tax handles except the general sales tax are assigned to the central government, there is a high
degree of vertical fiscal imbalance. Further, the wide interstate disparities in revenue capacity make it difficult to
ensure comparable levels of public services in different states at comparable tax rates. In addition to the general
purpose transfers described above, specific-purpose grants are given by the central ministries for various central
schemes formulated within each ministry. The Ministry of Health and Family Welfare administers the major transfer
scheme under the NRHM, which is discussed in detail later in the chapter.
Health service delivery in India is characterized by a three-tier system. At the lowest level are the sub centers, with
each covering a population of about 8,000 in the plains and about 5,000 in hilly and difficult terrain. Only
paramedical staff is available in these sub centers. The first points of contact with a doctor are the primary health
centers, with each covering about 50,000 people in the plains and about 40,000 in hilly and difficult terrain.
Community health centers provide secondary care and are organized at the block levels. The sub divisional hospitals
and district level hospitals constitute the higher tiers. In principle, the sub centers, primary health centers, and
community health centers are required to handle the preventative aspects of health care, institutionalize deliveries,
treat minor diseases, and act as referral centers. The subdivision and district level hospitals would then treat major
ailments as referral hospitals. However, in practice this has not been the case, as the sub-division and district-level
hospitals deal with all aspects of health care.
The paper reviews the introduction of NRHM, an important specific-purpose transfer program introduced by the
Government of India in 2005. It shows that the objective of increasing the expenditures to 2 percent of GDP has not
been fulfilled, partly because the low-income states could not avail the grants by making their own contributions and
could not afford to pay for the current component of spending.Furthermore, econometric estimates show significant
substitution of central grants with states‘spending from their own resources. These findings underline the need to
redesign the transfer system. Furthermore, the focus of NRHM is on rural areas, and there is no program to create
health infrastructure in urban areas.
Conclusion
This paper analyzes public spending on health care in India. Specifically, it analyzes the nature of public spending
on health and its impact on health infrastructure and health status of the population It also discusses the recent
reform attempts to augment spending on health care through specific-purpose transfers to states and the health
expenditure needs of States.
Health sector will have to address the need for increasing public spending on health care, focus on preventative
health care, ensure greater access to health care by the poor, and significantly improve the productivity of public
spending. Not only is public spending on health care in India too low, but its distribution across the country is very
uneven. Considering the existence of a significant vertical imbalance and the fact the health is an important merit
good, much of the additional resources for health care will have to come from the central government. Increasing
public spending on health care in low-income states will require designing specific-purpose transfers with matching
contributions from the states. Such transfers should be equalizing and should not lead to a substitution of states‘
expenditures on health care from their own resources.
Reference
1. 2005b, Financing and Delivery of Health Care Services in India, Background Papers for the National
Commission on Macroeconomics of Health (New Delhi: Government of India)
2. “National Accreditation Board for Hospitals and Healthcare Providers, A guide book to NABH standards
on Hospital Accreditation”, 1st Edition, Aug, 2006, pp.2.
3. Health financing policy: a guide for decision-makers – health financing policy paper Kutzin J. WHO
Regional Office for Europe, Copenhagen, 2008 [http://www.euro.who.int/financing.

7
FINANCIAL INCLUSION IN INDIA- INITIATIVES AND ACHIEVEMENTS
SHABNAM F
Abstract:
Finance has become an essential part of an economy for development of the society as well as economy of
nation. For, this purpose a strong financial system is required in not only in under-developed countries and
developing countries but also developed countries for sustainable growth. Through Financial inclusion we can
achieve equitable and inclusive growth of the nation. Financial inclusion stands for delivery of appropriate financial
services at an affordable cost, on timely basis to vulnerable groups such as low income groups and weaker section
who lack access to even the most basic banking services. In this paper, the researcher attempts to understand
financial inclusion and its importance for overall development of society and Nation’s economy. This study focuses
on approaches adopted by various Indian banks towards achieving the ultimate goal of financial inclusion for
inclusive growth in India and analyses of past years progress and achievements. The relevant data for this study has
been collected with the help of from various Research journals, Articles, reports of RBI, reports of NABARD and
online resources.
Key words: Financial inclusion, Financial Exclusion, Business correspondents, KCCs, GCCs.
CHAPTER-I INTRODUCTION
The process of economic growth, especially when it is on high growth line, must attempt to take
participation from all sections of society. Lack of access to financial services for small/ marginal farmers and
weaker sections of the society has been recognized as a serious threat to economic progress, especially in developing
countries.
The recent developments in banking technology have transformed banking from the traditional brick-and-mortar
infrastructure like staffed branches to a system supplemented by other channels like automated teller machines
(ATM), credit/debit cards, online money transaction, internet banking, etc. The moot point, however, is that access
to such technology is restricted only to certain segments of the society. Many of research reports and surveys clearly
show that large numbers of population does not have an access to basic banking and financial services not only in
India but also whole world. This is termed “financial exclusion”. These people, particularly, those living on low
incomes, cannot be access mainstream financial services and products such as bank accounts which are used for
making payments and keeping money, remittances, affordable credit, insurance and other financial services, etc.
CHAPTER-II REVIEW OF LITERATURE
The word of financial exclusion first time used in 1993 by Leyshon and thrift who were concerned about
limited access on banking services as a result number of bank branches were closed. In1999, kempson and whyley
defined financial exclusion in border sense which refers to those people who have excluded access to mainstream
financial services and product till date numbers of analysts added their views to define financial exclusion. Financial
exclusion describes as a situation in which people do not have access to mainstream financial product and services
such as banks accounts, credit cards and insurance policies, particularly home insurance, education loan. The effects
of financial exclusion can include exclusion from other mainstream services, such as pension or saving schemes, and
can also lead to debt and/or cut off from essential utilities.
Financial inclusion is one of the most important aspects in the present scenario for inclusive growth and
development of economies. The financial inclusion term was first time used by British lexicon when it was found
that nearly 7.5 million persons did not have a bank account. But financial inclusion concept is not a new one in
Indian economy. Bank Nationalisation in 1969, establishment of RRBs and introduction of SHG- bank linkage
programs were initiatives taken by RBI to provide financial accessibility to the unbanked groups.
According to committee on Financial inclusion headed by Dr. C. Rangarajan defined financial inclusion as “The
process of ensuring access to financial services and timely and adequate credit where needed by vulnerable groups
such as weaker sections and low income groups at an affordable cost.

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CHAPTER-III STATEMENT OF THE PROBLEM
 In India, where nearly one-fourth of population is illiterate and below the poverty line, ensuring financial
inclusion is a challenge.
 Crores of Jan Dhan accounts have been created. But it is important to curb fraud and keep the accounts
operational.
 India has a literacy rate of 73 per cent with some States such as Bihar, Uttar Pradesh, Jharkhand, Madhya
Pradesh and Rajasthan where the literacy rate ranges between 62 per cent and 70 per cent.
At present, there are a number of regulatory authorities that have a role to play in financial inclusion – Reserve
Bank, National Bank for Agriculture and Rural Development (NABARD), Securities and Exchange Board of India,
Small Industries and Development Bank of India, and MUDRA bank.
CHAPTER-IV OBJECTIVES OF THE STUDY
1. To understand the financial exclusion and its extent.
2. To understand the financial inclusion and its importance.
3. To find out the approaches adopted by banks, steps taken by the regulatory bodies and various government
initiatives to achieve financial inclusion.
4. To analyze the past years performance and achievements towards reaching out to the unbanked areas under
financial inclusion.
CHAPTER-V SCOPE OF THE STUDY
In order to achieve inclusive development and growth, the expansion of financial services to all sections of
society (financial inclusion) is important as global trends have shown. Financial exclusion results in widespread
inequality in incomes and earning opportunities.
Countries with low levels of income inequality tend to have lower levels of financial inclusion, while high levels of
exclusion are associated with the least equal ones. In Sweden, less than two per cent to adults did not have an
account in 2000 whereas in Portugal, about 17 per cent of the adult populations had no account of any kind in 2000.
In GINI index of income inequality, both Sweden and Portugal have improved with higher financial inclusion.
Well developed and widely spread financial system extends credit facility to those who do not have
adequate finance themselves but have business ideas and zeal to carry entrepreneurial activities resulting in
acceleration of growth.
Chapter-VI Need of the Study
1. Step out of poverty and reduces the inequality in society.
2. Drive economic growth.
3. Enabling people to have the ability and tools to manage and save their money.
4. Empowering people with the skills and knowledge to make the right financial decisions.
CHAPTER-VII METHODOLOGY OF THE STUDY
The data collected from secondary sources such as various Research journals, Articles, reports of RBI, reports of
NABARD and online resources.
CHAPTER-VIII THEORETICAL BACKGROUND
i. Induction of SHG-2:- The original SHG as initialized by NABARD had certain limitations. This led to NABARD
preparing a strategy to revitalize the SHG movement leading with the induction of SHG-2 model.
ii. Women SHGs Development Fund: - The Union Budget 2011-2012 proposed a “Women‟s SHG‟s Development
Fund” with a corpus of Rs. 500 crore.
iii. Swarnjayanti Gram SwarozgarYojana (SGSY):- SGSY is primarily designed to promote self-employment
oriented income generating activities for the Below Poverty Level (BPL) households in rural areas.

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iv. National Rural Livelihood Mission (NRLM):- Established in June 2010 by the Ministry of Rural Development
(MoRD).
v. The Mahatma Gandhi National Rural Employment Guarantee Scheme (MGNREGS):- This scheme aims to
enhance the livelihood of the rural people by guaranteeing at least one hundred days of wage employment in a
financial year to a rural household whose adult members volunteer to do unskilled manual work.
vi. Aadhaar- Unique Identification Authority of India (UIDAI):- The Aadhaar number will also enable people to
have access to services such as banking, mobile phone connections and other government and non-government
services in due course.
CHAPTER-IX FINDINGS
In January 2010, all public and private sector banks adopted board – approved financial inclusion plans
(FIPs) for next three years which started April 2010 to march 2013.
RBI advised to all SCBs, to incorporates FIPs with their business strategy to financially nurturing to all
excluded population in India. RBI and SCBs have adopted a structured approach to achieve financial inclusion
through FIPs containing self-set targets with measurable and monitor able outcomes. Due to RBI‟s take intensively
efforts in financial inclusion areas, the number of bank branches including RRBs increased of from 33,378 in March
2010 to 40,837 in March 2013.
RBI also advised to all banks to provide small overdrafts facilities in BSBD accounts. Therefore up to March 2013,
4 million Basic Savings Bank Deposit Account (BSBD) accounts availed OD facility of 2 billion.
CHAPTER-X CONCLUSION
Even though enough efforts are being made by all stake holders viz Regulator, Government, Financial
Institutions and others, the efforts are not yielding the kind of result expected. The regulator has to create a suitable
regulatory environment that would keep the interest of all the stakeholders.
The concern of banks about profitability is to be addressed by the regulator as the entire process of
financial inclusion would be a kind of social work in the first few years. The concerns of the government about the
reach, feasibility and implementation of government policies to the last mile needs to be addressed. The easy
availability of financial services to the last mile user, the people in tier 3 to tier 6 in entirety needs to be addressed.
The bank’s concerns can be addressed by leveraging ICT, designing innovative products and service models. A
structured expansion and appropriate regulatory norms addressing the bank’s concern and inclusion.
REFERENCE:
1. N.Mehrotra, V. Puhazhendhi, G. Nair G, B. B. Sahoo, Financial Inclusion – An overview(Occasional Paper

– 48), Department of Economic Analysis and Research & National Bank for Agriculture and Rural
Development, Mumbai, 2009, 1-24.
2. C Rangarajan, Report of the committee on Financial Inclusion, 2008,1- 31.
3. Report of Financial service provision and the prevention of financial exclusion, Report of European
Commission,2008 ,1-10
4. D. Goodwin, L. Adelman, S. Middleton and K. Ashworth, debt, money management and access to financial
services: evidence from the 1999 PSE survey of Britain (Working Paper – 8 ), Poverty and Social exclusion
survey of Britain Centre for Research in Social Policy,1999.

10
PUBLIC RELATIONS IN HEALTH CARE
GOWTHAMI S
ABSTRACT
Howpublic relations can help health care institutions in communicating with the target population.For them, public
relations in the health care is communication process of health institutions (hospitals, primary health care centers,
etc.) with its internal and external public, in order to achieve mutual respect, understanding and achieving mutual
interests. In this paper, the also provide a responsibilities of public relations , duties and management functions of
public relations and communication with internal and external public, and improve its image in the public.
Key words: public relations, public communications, responsibilities, relations with the media
INTRODUCTION
The concept of relations with public represents communication activity which in English is called public relations or
PR for short. It is believed that this term was used first in the U.S., from where its use spread to other countries.
Public relations today are present in almost all areas of life. One such area is the area of health. Health is today
without doubt one of the most important areas of social activity. As such it is exposed to the numerous critics. The
image of doctors and health institutions in the public is not even close to what health professionals wanted. Various
health institutions are shaken by the affairs associated with corruption and bribes. Doctors are linked to the
stereotype that they are people who have extremely low ability for good and effective communication with its
public. To this should be added also the low awareness of management to recruit communication professionals in
their institutions. However, a number of scandals suggest unfortunately just the opposite image.
REVIEW OF LITERATURE
ZoranTomic, DavorLasic, TeoTomic(2010) The most effective way to begin to understand what the public
relations are is by defining the term. Many institutions, institutes, authors and individuals have their own
definitions of public relations.
R. A. GBADEYAN (2010) Thomas (2005) Hospital became focused on providing quality health care and as part of
its responsibility to the community with its constituents using Public Relations Practices. At this time Health care
Industry saw only the Physicians and donors as worthy audiences, so little or no attention was given to Patients who
are the consumers. However, with government involvement, governmental relations became an essential function
for the Health Care Public Relations and Marketing Staff (Burdette, 2007).
STATEMENT OF PROBLEM
It has been estimated that eighty per cent of the problems confronting management have public relations
implications. Hospitals cannot serve in society and hence it need to assist the society and to gear itself to meet the
expectations of the society to give them fullest satisfaction. Good services coupled with sound working practices and
fair treatment of employees and medical staff is not enough unless a sound program of public relations is developed
and practiced.
OBJECTIVES OF THE STUDY
 To study the growth and working of hospitals.
 To study the perceptions of administrative, doctors and nursing staff.
 To ascertain the satisfaction levels of patients in selected hospitals.
SCOPE OF THE STUDY
The application of public relations to health care marketing is a new phenomenon. Interestingly, readers will find
that public relations are not an activity to be left to a particular group of people called public relations practitioners.
It is an activity to be embraced by everybody working in any healthcare institution for the achievement of the
organization’s objectives. It should also be noted that without good public relations, activities in the marketing area
might fail an organization. Accordingly, understanding the role of public relations in any organization is imperative
for management and workers. Additionally, it is hoped that findings of this research will be beneficial to other health
institutions who have not embraced public relations or who have not understood how it works as they will realize
that their un-competitiveness is because of their poor PR. Since healthcare public relations is new and growing,

11
public relations consultants would benefit by widening both their experience and the breadth of their clientele
through making foray into this specialized area. The general level of quality health service delivery will also rise as
competition intensifies and patient get better healthcare service which benefits society.
METHODOLOGY
Source of data
Secondary data: Articles, Websites, Journals.
Theoretical background HOSPITAL PUBLIC;
Hospital Public' includes staff members, patients and relatives, and the governing board whereas the wider public
will embrace all such groups as In case of any other Government and social organizations. It is implied that the
community in general Is also included in 'Public.
Public relations are the management function which evaluates public attitudes, identifies attitudes and procedures of
an Individual and organization with the public interest, and executes programs of action to carry public
understanding and acceptance (Scott, 1965).
Patients, relatives and community usually form a rather permanent impression of the entire hospital either from their
initial contacts which may be with the Outpatient Department, Accident and Emergency (i.e. Casualty) or even
Enquiry Office.
It is often judged by the standard of efficiency or courtesy offered by these departments. The inpatient area is no less
important. As inpatient dept is not a first contact point, it gets comparatively less attention from public relations
point of view.
NEED FOR PUBLIC RELATIONS
 Increased governmental activities.
 Population explosion creating communication problems.
 Increased educational standards resulting in rise in expectations.
 Progress in communication techniques.
RESPONSIBILITY OF PUBLIC RELATIONS
 Every hospital employee has a responsibility towards gaining the confidence of public by discharging his duties
efficiently.
 Every action by each employee is an art of gaining public relations.
 Major responsibility rests with the highest governing body of the organization.
 Primary responsibility is a combined affair between the trustee, the administration and the public relations staff
concerned.
 Secondary responsibility rests with all other hospital functionaries. • The clinicians should also be involved
more actively in total hospital public relations efforts they are the viable and visible links among the patients,
families and visitors and hence with the rest of the community.
PHYSICAL SETTING DUTIES AND RESPONSIBILITIES
Being sensitive about the physical appearance and hygiene (suitable to health) conditions of the
hospital.Encouraging the personnel to be keen and sensitive on this issue.
 Giving special effort to the inner decoration from the point of being aesthetic and relaxing.
 Securing that the inner and outer appearance are suitable to the institutional image.
 Securing that sound and illumination systems are suitable to the quality and service standards. • Preparing and
putting informative and orienting billboards for the patients and accompaniers in suitable places.
INTERNAL AND EXTERNAL PUBLIC

Defining the public should start by “isolating” the internal and external public. Taking into account the broad
public health sector such as what internal public of one hospital can do: patients, physicians/colleagues, medical
personnel, families of patients, the administration of the hospital, hospital departments, hospital unions, Ministry of

12
Health, School of Medicine and others. Relations with the public after defining the internal public starts to define
external public of one hospital or clinic. External public can be: media, opinion makers, associations/societies, city
government, county or local government, county health organizations, EU/WHO, universities, etc. Defining internal
and external public helps us to better understand the concepts of health and public relations, but also to connect them
in a “new definition”. In line with this view, public relations in the health communication process of health
institutions (hospitals, primary health care centers, etc.) with its internal and external public to achieve mutual
respect, understanding and mutual interests.
PUBLIC RELATIONS AND MARKETING COMMUNICATIONS
Media cost today is making public relations a more attractive proposition in marketing communications than is
advertising, as it costs more to reach the same target audience today than yesterday. The high noise level, which
reduces the impact and penetration of advertising has not helped matters as consumers tune off their radio or TV set
during advertising in a news programme.“Both of these situations can be alleviated by intelligent supplemental
public relations work – getting the message across at low cost in a more subtle and credible way, using techniques
such as third-party endorsement, editorial approval, or general market stimulation. The result will be an informal,
well-disposed and receptive consumer”. This is because according to Ibidunni (2012) “public relations does not aim
to sell only, but is also to secure sympathetic, favorable public recognition for the particular firm company and the
firm’s products as well as create a favorable environment for business transactions by building a friendly feeling for
the firm in its publics.
PUBLIC RELATIONS AS A MANAGEMENT FUNCTION
In any organization, it is at the senior management level that the organization’s policies are fashioned out. “Senior
management decides strategies, weighs the available options, and directs all other levels of operations to achieve the
set goals and agreed objectives”. This is why observes that “the public relations practitioner is now accepted by
progressive management as the ears and mouth of the organization. He therefore belongs to the senior management
level where his input has been the greatest effect”. Accordingly, top management must be involved in the
organization’s public relations activities, “the explosion of the public relations function into every aspect of a
corporation’s life has meant that the managing director and his board has to be involved whether they want to or
not”. Commenting further, “like the poor, public relations is always with us. And senior management must
understand it and be involved in it, even if they use trained executives to actually carry out the job for them”. “A
management position affords the public relations practitioner the opportunity of being sensitive to and coming into
contact with both internal and external publics, whose collective views constitute public opinion”.
CONCLUSION
If we accept the logic of the above “definition” of public relations in health care,To successfully communicate with
the public, all health facilities should define/isolate their internal and external public. Within health care institutions
should be determined/defined the person(s) for the (internal and external) communications. The study has
established that there is a positive relationship between good public relations and patients’ satisfaction. The
implication of this result is that for healthcare organizations, public relations creates that augmented product that
patients desire. What the patients buys is a bundle of satisfaction that comprises the core product (service) and the
public relations input that augments it. It follows therefore that healthcare organizations should use public relations
to promote the sales of their services.Health institutions must move from reactive to proactive communication with
their public. Proactive communication must be bidirectional (symmetric) in order to satisfy the interests of all the
patients and the public.
REFERENCES
1.Harrison, S. (2000): Public Relations – An Introduction, International Thomson Business Press, London. Heath,
R., Coombs, T. (2006): Today’s Public Relations – An Introduction, Sage Pub., Thousand Oaks. Kunczik, M.,
Zipfel, A. (2006): Uvod u znanost o medijima i komunikologiju, FES, Zagreb.
2. Alinea, Zagreb.Theaker, A. (2002): The Public Relations Handbook, Routledge, London and New York. Wilcox,
D., Ault, P., Agee, W., Cameron, G. (2001): Essentials of Public Relations, New YorkGlobal report on corruption
by Transparency International (2006).PdfAkgemici T. (2007), StratejikYönetim, Ankara: GaziKitabeviYayınları
3. Amiresmaili, M., Rostami, S. &Isfahani, P. (2012). Measuring Levels of Public Relations in Hospitals.World
Family Medicine Journal. Vol. 10, Issue 9 Retrieved from: www.patientssafetymiddleeast.com, April 15, 2016. 2.
Asiegbu, I. F., Igwe, P. &Akekue-Alex, sN. (December, 2012).

13
MAKE IN INDIA
ABHIJEET TIRKEY
ABSTRACT
Development, growth and progress of the country is most vital factors. To face competitions at world each country
desires to try and made sturdy Economy, Import and export business, optimum use of investments, use of Human
recourses and exchange. to realize the target the govt of Asian nation announces the them “Make in India” at
national and international platform., the aim of this analysis is, to understood the aims, objectives and vision of
create in Asian nation and its have an effect on on varied fields and to verify awareness and perception among the
youth of the state
1. Introduction
India is understood jointly of the sturdy country at international WHO contend in International level altogether
fields, India has optimum, sturdy and helpful atmosphere, optimum human as wel as natural resources. create in
India Republic of india.India is future arrange of state of India to encourage international and domestic corporations
to take a position the money or manufacture their merchandise in India. the most important objective behind the
initiative is to specialise in twenty five sectors of the economy for job creation and talent improvement. a number of
these sectors square measure automobile, chemicals, info technology, textiles, ports, aviation, leather, commercial
enterprise cordial reception, railways, prescribed drugs, wellbeing etc.
2.Review of literature
It is specializing in the varied problems and creativeness of create in Bharat when 2014, his analysis paper aims to
spot a number of the key challenges within the path of development and advocate attainable solutions to trot out
constant. however the scientist raise reality of the bottom level, there area unit plenty of challenges that the govt.
should overcome so as to show the vision of achieving a property 100% growth within the producing sector.
scientist conjointly illustrate the key problems and recommend to government to require care at the time of turning
create of Bharat vision. a number of the problems area unit rising the convenience of doing business in Bharat, Land
Acquisition challenges, rising the employability of general and engineering graduates, Infrastructure development of
major roads and highways within the country , capability addition within the power sector to fulfill industrial energy
demand, Strengthening the capabilities of the CISF to fulfill growing demand for industrial security. scientist is
hopeful that concerning vital and property growth within the producing sector and progress towards Bharat changing
into a worldwide producing hub. (www.crisil.com/crisilyoung-thought-leader/dissertations) will “Make in Bharat”
create jobs? the challenges of producing growth and high–quality job creation in India by Russell A. inexperienced
can Clayton fellow, International social science james a. baker iii institute for public policy Rice University
(http://bakerinstitute.org/files/8588/ , 2014) declared that there's major Job problems and issues in Bharat, so
scientist finds that the trendy service sector and therefore the formal producing sector area unit truth growth sectors
for Bharat. each have exhibited moderate job creation on an occasional base.
3.Impact of Literature review
1. India should take care at the time of turning Make of India vision about reality of ground level and overcome first
challenges e.g. Land acquisition, employability and infrastructure.
2. India needs to achieve two objectives: creating new jobs and shifting more workers into high-productivity
sectors.
3. In order to Make India a manufacturing hub its human resource and financial assistance will play a major role.
There is need of reforms in industrial strategies to make India a manufacturing hub
4.Made In India V/S Make In India
Made in India once independence India, Govt. wish to established and developed industrial sector at our
own resources for that purpose to make awareness, to make manufacture Government of Asian
nation|Bharat|Asiancountry|Asian nation} begin created in India Abhiyan. to try to made sound and powerful Asian
country, govt. decide Industrial policy and provided backing, infrastructural facilities, technical support to Indian
businessman and open rural, urban and international marketplace for their product. Since 1950 we tend to square
measure triple-crown through created in Asian country Abhiyan. In straightforward words we will say that created in

14
Asian country suggests that our investment, our infrastructure, our resources, our market and our client. created in
Asian country applies to any product that's factory-made by domestic or foreign corporation. Product is Asian
countryn product as long because it is formed totally in India. once independence and particularly introduction of
latest industrial 1991 featured with inclusive growth of Asian country. the basis of created in Asian country
conception bowed with sage Gandhiji’sswadeshi Movement. created in Asian country place each along, individuals
and capital.
5. Make in India
Bharat|Asiancountry|Asian nation} build in India is totally different, during this movement we have a
tendency to allowed and invite to different countries, businessman to come back in {india|India|Republic of Asian
country|Bharat|Asiancountry|Asian nation}|Bharat|Asiancountry|Asian nation} invest cash and build in India build
in India project launched by Hon. Prime Minister NarendraModi on twenty fifth Sep 1014. build in Bharat is project
is galvanized by the Chinese project ‘Make in China’, that raised china’s GDP significantly. during this project
foreign company will found out their factories in Bharat by finance their capital and technology. Government
provides subsidies to form them run. So, in build in Bharat foreigner manufacture product of their own patent. the
most objective area unit, to form employment, To bring foreign Investment and technology, to get rid of red faucet
barriers, to get rid of licence rule and to hurry up industrial enterprise method. to extend India’s GDP .Make in
Bharat can bring capital which is able to trigger technology and state drawback. Development of India’s
infrastructure can occur. it'll give international linkages and boost India’s trade and this may cut back India’s
accounting deficit
6. Quick and positive response to Make in India
On 25th Sept 2014 our Prime Minister announces the Make in India concept and appal at national and
international platform “Come and Make in India” this movement getting a grate response from International and
National level some of them is Hitachi invest ¥100 billion in auto-component plant in Chennai, Huawei announces
to invest US$170 million in Telecom Hardware Plant in Chennai, Spice group invest (US$75 million In Mobile
phone manufacturing industry in Uttar Pradesh, France offered to provide36 fighter Jet air craft to India and
participate in Make in India movement, Haire invest 100 cr. In Pune by 2017 for Air conditioner and L.E.D. project,
Datawind, China announces to participate along with investment for Two manufacturing unit for mobile in Amritsar
to assess and accredit institutions of higher education in the country. 1.10 lacks Cr. investment proposals have been
received in the electronic sector in the year from 20 to 25 overseas companies and domestic companies
7. Objectives of the Study:
1. To study the Make in India concept.
2. To find out perception about Make in India concept among college students.
3. To search the impact of Make in India concept on students
2.5. Hypotheses of the Study:
Ho- There is positive perception about Make in India concept among college students.
H1- There is not positive perception about Make in India concept among college students..
2.6. Scope of the Study, Area and Time operation
Youths are future of India. Youth can champion this concept at all over country, if youth understood this concept
properly Make in India concept made strong, it helps to Government and we can achieve target. Researcher select 9
senior colleges from Bhusawal City of Maharashtra State. This research has been done between 16th August 2015 to
15th November 2015.
8.Research Methodology of the Study
The study is based on critical evaluation and analysis of basically Primary Data. The primary sources include
college students. A study is undertaken in the sampled regions to see its impact for which a detailed questionnaire is
prepared to collect relevant information from the primary source for the guidance of the researchers. With the help
of the questionnaire, detailed discussions were made with the certain sources of primary data to understand their
views, thinking and attitude which would help to give the researchers useful recommendations, if any. The
questionnaire is processed with the help of statistical tools like tabulations, grouping, percentages, growth rate,
averages, etc. Questionnaire is used mainly to analyze the opinion of the students

15
9.CONCLUSION
The college students accept the theme Make in India theme and also accept that this is an opportunity before us and
we must cash it. Our students are confident that we can stand globally with strong economy along with our Indian
brand through Make in India. Students are looking for jobs creativity and are also still hopeful about overall
development of India, through Make in India. But majority of college students are not in favour of agriculture
development through Make in India. Central Government is successful to create awareness among the college
students, who are our future.
10.REFERENCES
[1] www.iimcal.ac.in/make-india-academic-perspective-prof-partha-priya-dutta.
[2] can “Make in India” make jobs? the challenges of manufacturing growth and high–quality job creation in Iindia
by Russell A. Green Will Clayton fellow, International economics james a. baker iii institute for public policy Rice
University, (http://bakerinstitute.org/files/8588/ , 2014)
[3] Role of HR and Financial Services in Making “Make in India” Campaign a Success by SamridhiGoyal ,
PrabhjotKaur , Kawalpreet Singh, IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-
ISSN: 23197668. Volume 17, Issue 2.Ver. IV (Feb. 2015), PP 20-24 www.iosrjournals.org
[4] https://en.wikipedia.org/wiki/Make_in_India [5] http://www.makeinindia.com/sectors [6] Dr. ArvindChaudhari.
Changing Paradox of Street Vendors and Vendor Zones in India. International Journal of Management, 5(12), 2014,
pp. 90-98. [7] Vijay R. Kulkarni. A Study of Impact of Merchandise Variety and Assostment on Shopping
Experience of Customer SIN Convenience Stores in Organized Retail in India. International Journal of
Management, 4(1), 2013, pp. 85-94.

16
IMPACT OF GOODS AND SERVICES TAX ON INDIAN ECONOMY
FAYAZAHMED N
ABSTRACT
The Good and services tax (GST) is the biggest and substantial indirect tax reform since 1947. The main idea of
GST is to replace existing taxes like value added tax, excise duty, service tax and sales tax. It will be levied on
manufacture sale and consumption of goods and services. More than 150 countries have implemented GST so far.
However, the idea of GST in India was mooted by Vajpayee government in 2000 and the constitutional amendment
for the same was passed by the Lokshabha on 6th May 2015. The bill seeks to amend the constitution to introduce
GST vide proposed new article 246A. This article gives power to legislature to every state and parliament to make
laws with respect to GST where the supplies of goods or services take place. Despite the various amendments to the
proposed transition, until the time GST is implemented, it would be worthwhile to assess its positive impact on the
various development areas viz. Agriculture, Manufacturing industry, MSME, housing, poverty reduction,
employment, price level, EXIM trade, GDP, government revenue etc.
This paper is an analysis of GST concept, benefit and impact on Indian economy.
INTRODUCTION
The word tax is derived from Latin word “taxare” which means to estimate. A tax is an enforcedcontribution,
exacted pursuant to legislative authority. Indian Taxation System comprise of- Direct and Indirect Tax. Goods and
Services Tax (GST) is one of the most discussed Indirect Taxation reforms. It is a comprehensive tax regime levied
on manufacture, sales and consumption of goods and services. It is expected to bring about 2% incremental GDP
growth of the country. So, GST is the need of the hour. Initially the idea was that there would be a national level
Goods and Services tax. But as the release of first discussion by the empowered committee of the state Finance
Ministers on 10.11.2009, it has been made certain that there would be a “Dual GST” in the country. Centre and state
both governments are entitled to charge taxes on the goods and services. Almost 150 countries have introduced GST
in some form. France was the first country to introduce GST in 1954. While countries such as Singapore and New
Zealand tax virtually everything at a single rate, Indonesia has five positive rates, a zero rate and over 30categories
of exemptions. In China, GST applies only to goods and the provision of repairs, replacement and processing
services. World over in almost 150 countries there is GST or VAT, which means tax on goods and services. Under
the GST scheme, no distinction is made between goods and services for levying of tax. This means that goods and
services attract the same rate of tax. GST is a multi-tier tax where ultimate burden of tax fall on the consumer of
goods/services. It is called as value added tax because at every stage, tax is being paid on the value addition. Under
the GST scheme, a person who was liable to pay tax on output, whether for provision of service or sale of goods, is
entitled to get input tax credit (ITC) on the tax paid on its inputs. Since VAT was beneficial for the taxation system
but with certain shortcomings which are expected to be overcome by the Goods and Service Tax. Thus, it would
definitely a positive reform for the Indirect tax system in India.
REVIEW OF LITERATURE
Dr. R. Vasanthagopal (2011)2 studied, “GST in India: A Big Leap in the Indirect Taxation System” and concluded
that switching to flawless GST from current complicated indirect tax system in India will be a positive step in
booming Indian economy. Success of GST will lead to its acceptance by more than 140 countries in world and a
new preferred form of indirect tax system in Asia pacific region.
Nitin Kumar (2014)6 studied, “Goods and Service Tax- A Way Forward” and concluded that
implementation of GST in India help in removing economic distortion by current indirect tax system and expected to
encourage unbiased tax structure which is indifferent to geographical locations.
OBJECTIVE OF STUDY
 To collect information of current tax system and analysis of tax by GST
 To study the concept of Goods and Services Tax (GST) and its impact on Indian economy.
 To understand how GST will work in India.
 To know the benefits of GST in India

17
RESEARCH METHODOLOGY
This paper is prepared through illustrative research which is based on secondary data of journals, research articles,
newspapers and magazines. After taking into account different aspects of the study a descriptive research design is
adopted to make the research more accurate which will further provide rigorous analysis of research study.
CONCEPT
GST is an indirect tax which will include almost all the indirect taxes of central government and states governments
into a uniform or whole tax. As the name suggests it will be levied on both goods and services at all the stages of
value addition. It has dual model including central goods and service tax (CGST) and states goods and service tax
(SGST). CGST will subsume indirect taxes like central excise duty, central sales tax, service tax, special additional
duty on customs; counter veiling duties whereas indirect taxes of state governments like state vat, purchase
tax,luxury tax, octroi, tax on lottery and gambling will be replaced by SGST. Integrated goods and service tax
(IGST) also called interstate goods and service tax is also a component of GST. It is not an additional tax but it is a
system to examine the interstate transactions of goods and services and to further assure that the tax should be
received by the importer state as GST is adestination based tax.
BENEFITS OF GST
 A single registration for both CGST & SGST will reduce transaction costs and also unnecessary wastages.
To make this more effective Government has to provide necessary IT infrastructure & integration of States
level with the Union.
 With the introduction of GST, Tax on Tax i.e. multiplicity of taxation will be eliminated. A number of
taxes currently levied on each level of transaction will be reduced. This will help clearing the confusion
created by existing indirect taxes and also reduce the paper work associated with them.
 There won’t be any fear of taxation that may crop up at any stage of supply chain. This will not only help
the business community to decide price modalities and supply chain but also the consumers in the long run.
The goods will be competitive as the price will not be the main focus but the innovation and business
intelligence will be.
 Consumers will be benefitted the most as the average tax burdens will be reduced with the introduction of
GST.
 Implementation of GST will help reduce the corruption in the country, because GST reduces the multiple
tax system.
 Due to full end seamless credit manufactures or traders do not have to include taxes as a part of their cost of
production which is very big reason to say that we can see a reduction in prices. However, if the
government seeks to introduce GST with a higher rate this might be lost.
IMPACT OF GST ON INDIAN ECONOMY
Amidst economic crisis across the globe India has posed on a beacon of hope with desirable growth targets, various
schemes or missions like Make in India, Digital India etc. The Goods and Service Tax (GST) bill is expected to
provide the much needed pace for growth of economy in India by transforming the existing complicated taxation
system into single point taxation system in the country. Uniformity of tax will lead to single point taxation for
supply of goods or services across country. GST would improve the country’s tax to GDP ratio and also prevent
inflation.
However, with GST manufacturing sector may be benefitted but things may get difficult for the services sector. It is
expected that the GDP growth is likely to be raised up to 1 to 2%, but the results can only be analyzed after the
implementation of GST. By merging large no. of centre and state taxes into one single point taxation system will
reduce burden on producers and foster growth through more production. Various toll plazas and tax barriers leads to
a lot of wastage for perishable items being transported which leads into the increase the costs of goods. GST could
eliminate this road block which leads to lowering of prices for essential goods. GST would prove to be beneficial for
the manufacturing sector where the tax rate is very high like FMCG, Auto and Cement sectors as they are currently
reeling under 24 to 38%. The service sector is going to be adversely affected as the current rate of tax is much lower
than expected rate of GST. GST would also add to government revenue by widening of the tax base.
GST would be beneficiary for the sectors like FMCG, Pharmaceuticals, Consumer durables, Automobiles and
logistic industries and will have negative impact on telecom, banking and financial services.

18
IMPACT OF GOODS AND SERVICE TAX
Fast moving consumer goods sector: The Indian FMCG sector is the fastest growing sector in the economy.
FMCG sector is the major contributor in both direct and indirect taxes in the economy. Implementation of Goods
and services tax will majorly influence Indian economy. The current rate of taxation in FMCG sector is around 22 to
25% and after GST rate is expected to be much lower which will result in reduction of prices of consumer goods.
Food Industry: A large portion of consumer expenses of lower income families spend on food so if there is any tax
on food will influence majority of the population or may be regressive in nature. In some of the countries like
Canada, UK and Australia tax on food items is while in some countries like Singapore and Japan tax on food is
negligible. So it would be ideal if the GST rates may be Zero or would be very low as it would affect people quite
significantly.
Information Technology enabled services: - The IT industry will not hamper by the implementation Of GST. The
expected rate of GST in IT sector is 27% According to proposed plan if software transferred through electronic form
will be considered under services and if by any other media it would be under goods. So the IT industry will make
mix taxation.
Infrastructure sector: - Development of Roads, Power, Railways, and Ports etc. are the major
infrastructure sectors in India. As the taxation system in Infrastructure sector is very complex. There are exemptions
and subsidies for this sector as it is very important for the development of the country. By the implementation of
GST the complex tax will be removed and would increase tax base.
Real Estate Industry: The implementation of GST on real estate sector will effect partially. As the sale or transfer
of immovable properties are not included in GST. However the procurement of materials of construction is falling
under GST. The classification of goods and services is very important under this sector because it is very necessary
to classify the things which will cover under GST and which are not. The implementation of GST will affect same as
inservice sector.
Transportation Industry: GST on transport sector will result in more efficient cross state transportation. It will
bring down the logistics cost, reduced times for transportation. Currently all the 29 states of India collect taxes at
different rates on goods that move across the state borders that’s why the tax on transportation is collected multiple
times. This will make long delays at different interstate checkpoints for reviewing by state authorities who checks
for the application of relevant taxes and other levies. This causes the delays for an average of 6 to 7 hours. GST
would replace around 15 state and federal taxes andtariffs for a single tax at the point of sale of goods.
Pharmacy Industry: India is the largest producer of Generic Medicines and the country’s pharmaceutical Industry
is 3rd largest in the world currently. The implementation of GST would have a constructive effect on Healthcare
industries particularly Pharma. It will help the industries by sorting out the taxation structure since 8 different types
of taxes are enforced on pharmaceutical industries today. The merger of all the taxes into one uniform tax will ease
the way of doing business. GST would also improve the transportation and supply chain of pharmaceutical products.
Textiles Industry: It is expected that the tax rate in GST would be higher in textile industry as per the current tax
rate. Cotton and wool fibre which are currently exempted from tax would come under tax in GST but the textile
industry may be beneficial from GST as manufacturing costs ,may be reduced due to subsume of various taxes like
octroi, entry tax, luxury tax etc. There will be few drawbacks also but GST will support the industry in long run.
Services Sector: Services sector of India consists of 60% of the GDP. The GST rate for services is expected to be
18to 20% which is higher than the current rate of tax that is 15%. So there will be increased cost for services like
Banking, Telecom and Insurance.
Agriculture Sector: The GST on agriculture sector will have a positive impact as all the taxes will be subsumed
under a single rate of tax. So the movement of agriculture commodities between states will be easier & hassle free
which will save time and remove wastages for the transportation of perishables items.

19
CONCLUSION
Taxation system is very important for the economy because they maintain equity of income group. Consumption and
productions of goods and services undeniably rising and because of multiplicity of taxes in current tax system
organization complexities and conformity cost is also increasing. Accordingly, a simplify user -friendly and
transparent tax system is required.
At present Indian economy have a major change in the taxation system. On 1st July the new tax system will be
implemented that is Goods and Services Tax (GST). It will solve the problem of complexity of tax system because it
will replace the current tax system of India. A single tax system will remove all other complex taxes of centre and
state government like Vat, Cenvat, Luxury tax, Octroi, Entry tax etc. By the implementation of GST cost of
manufacturing of goods will reduce. The cost of consumer goods will reduce. The Pharmaceutical industry is also
benefitted as there is 8 types of taxes are bear by them in current scenario after GST these taxes will remove to one
single tax. Similarly the impact of GST on all other sectors like Infrastructure, textile, IT, Agriculture, Food
Industry, Transport, Real estate industry will positive and all the sectors will be benefitted with the implementation
of GST. No doubt that GST will give India a world class tax system by grabbing different treatment to
manufacturing and service sector. GST will provide relief to producers and consumers by providing wide and
comprehensive coverage of input tax credit set off. Service tax set off and subsuming the several taxes. GST is likely
to improve tax collection and Boost India’s economic development.
REFERENCES
1. Kamna, Supriya, Pinki, Verma ,Richa (2014) ,”Goods and Services Tax in India,” Tactful Management
Research Journal .” volumel2 ,issue 10 ,July 2014.
2. Kumar, Nitin (2014),”Goods and Services Tax in India: A way forward, Global Journal of
Multidisciplinary studies, volume 3, issue 6, May 2014.
3. Sehrawat, Monika and Dhanda ,Upasana (2015),”GST in India : A Key Tax Reform, International Journal
of Research Granthaalayah, volume 3, issue12, December,2015.
4. www.gstindia.com
5. www.businessworld.in

20
AWARENESS OF GREEN MARKETING AND ITS INFLUENCE ON BUYING BEHAVIOR OF
CONSUMERS
INFANSIA M.L
Abstract:
Customer’s attitudes are changing towards the environment to encourage innovation for conservation and the
benefits from this source of innovation are certain to outlive our current generation. This paper investigates
consumer beliefs and attitude on environment protection and their purchasing behavior of eco-friendly products.
This paper also focuses on the success of efforts put by marketers in bringing green brands awareness in consumer’s
mind. It further reviews consumer behavior and impact of marketing communication to identify how consumers are
persuaded to opt for greener products. This paper identifies that consumers are not exposed enough to green product
marketing communication and suggests the greater use of marketing and brands to promote and sell products that are
environmentally friendly and function effectively. The paper suggests that the Indian market for greener products
could be exploited more within consumer groups that have pro environmental values.
Introduction
The green movement has been expanding rapidly in the world. With regards to this consumers are taking
responsibility and doing the right things. Consumer awareness and motivation continue to drive change in the
marketplace, notably through the introduction of more ecofriendly products. Compared to consumers in the
developed countries, the Indian consumer has much less awareness of global warming issues. Successful marketing
has always been about recognizing trends and positioning products, services and brand in a manner that supports
buyer intentions. Today, "Green" marketing has moved from a trend to a way of doing business and businesses that
sell should recognize (a) the value of going green and (b) incorporating this message into their marketing program
and communicating the green concept to their consumers.
Pride and Ferrell (1993) Green marketing, also alternatively known as environmental marketing and sustainable
marketing, refers to an organization's efforts at designing, promoting, pricing and distributing products that will not
harm the environment.
Polanski (1994) defines green marketing as .all activities designed to generate and facilitate any exchanges intended
to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal
detrimental impact on the natural environment.
Although a large number of firms are using green marketing, there are a number of potential problems which need to
be addressed. One of the main problem is that firms using green marketing must ensure that their activities are not
misleading to the consumers or the industry, and do not breach any of the regulations or laws dealing with
environmental marketing.
Objectives
 To explore awareness about green marketing in the respect of product and services.
 To analyze the attitude of consumers for green products.
 To explore the attitude of consumers towards green marketing initiatives by various companies.
 To explore and analyze attitude of consumers towards green products and green marketing initiatives of
companies for the variables region, age, education and income.
 To recommend how green marketing initiatives can be made successful for government, industry and
consumers.
Scope of the study
The current scope covers strategies and policies in modern organized green marketing and does not consider
marketing. The analytical scope covers fulfillment of objectives set for the study. The functional scope covers
meaningful suggestions for the organized green marketing.

21
Methodology
The whole paper is based on descriptive arguments, statistical data, comparative study and analytical logic
developed through the understandings from various research papers, reports, journals, books, newspapers,
conference proceedings, Government reports and websites.
Methods of Data Collection
Secondary Data
Secondary data was collected through documentary research method. The secondary data is mainly related with
theoretical aspects, emerging trends of retailing and various concepts the study.
Discussions - Environmentally Sustainable Products
Defining environmentally sustainable products is complex. In a strict sense, there is no such thing as a truly
sustainable or green product, as all products we buy, own, use and discard in our everyday lives will have negative
environmental impacts at some stage in their lifecycles. However, products can be classified according to the scale
of these impacts, and a quality threshold can be drawn (Cooper, 2000). If a product has a low environmental impact,
it is regarded as an environmentally sustainable product. Another definition of an environmentally sustainable
product, for consideration in this paper, is that products should be readily available for purchase and include those
supplied by companies with a reputation for reducing environmental impacts from their manufacturing processes.
Green Marketing:
Today, many companies have accepted their responsibility not to harm the environment. So, products and
production processes become cleaner and more companies „go green‟, because they realize that they can reduce
pollution and increase profits at the same time. Green marketing is a creative opportunity to innovate in ways that
make a difference and at the same time achieve business success. As business activities caused many of the
environmental problems in the past and still do, there is increasing recognition that business is vital in the process of
a more ecological sustainable society. Companies, especially multinationals, play an essential role in the world
economy, and they have also the resources and capacity to put ecological solutions into practice. Companies have a
responsibility to drive the development towards greater sustainability and becoming greener, so that a company’s
aim is to create markets for more environmentally friendly products and services and educate and influence
customers to change.
Environmental sustainability:
It is defined as a management approach that involves developing strategies that sustain the environment and produce
profits for the company. It is a crucial but difficult social target and many companies are taking at least some actions
to protect and preserve the environment. It is also the idea that environmental objectives are not incompatible with
ongoing economic success as it is a step nearer to marketing.
Green consumer:
It is defined by Pattie as someone who voluntarily engages in consumer practices that are regarded as
environmentally friendly by marketing academics and practitioners. Thus, green or environmentally friendly
activities deal, for instance, with energy efficient operations, better pollution controls and recycled materials. Eco
labels are a main tool used in green marketing. Eco labels are defined as labels which identify overall environmental
preference of a product or service within a specific product or service range. So, an eco-labeled product is entitled to
carry a logo that comes with a claim that the product has been produced in accordance with certain environmental
standards.
Consumer Beliefs and Behaviors:
Hoyer and McInnis state that consumers’ values and beliefs need to be considered when examining the influences
that affect purchasing decisions. Values are enduring beliefs that a given behaviour is desirable or good and include
valuing the environment. Environmental values play a primary role in proenvironmental behaviour: values affect
people’s beliefs, which then have influences on personal norms that lead to consumers’ pro-environmental
behaviors. Theory of Planned Behavior shows that (environmental) beliefs form attitudes towards behaviour, which
is then translated into intention of behavior.

22
Consumer Exposure to Product Marketing Communication:
The average consumer has less opportunity to form an attitude about a green product than about a main stream
product, unless they have made a special effort to get to know the green product, as manufacturers of
environmentally improved products often make little or no green claims in their advertising. Aspirational and
associative reference groups have a strong influence on general consumption. Pooley argue that providing
information on environmental issues does not necessarily foster pro-environmental attitudes. Their research suggests
that the key to environmental education is the affective domain. It is reasonable to assume that advertising green
products using emotional content would be more successful.
Advertising works well when it tries to appeal to those values that drive consumer decision processes. As consumers
often start from a low information base on sustainable consumption, their internal search may fail to supply the
information necessary for decision making.
Findings:
1. Consumer’s Values/Beliefs, Attitudes towards Environmentally Friendly Products:

No one strongly disagree, where three-fourth of the respondents strongly agree that they would choose echo friendly
brands. Respondents reacted positively about buying brands which are less damaging to environment (80 per cent).
However, the expectation of the customer is not away from the effective functioning of green brands as that of non-
green products.
2. Consumer Awareness:
Majority 60 % consumers expressed that identifying environmentally products on the shelves of the store is slightly
difficult. When asked, majority of the respondents are unable to name a specific product or product type which are
eco-friendly. This speaks about the consumer unawareness of green brands.
3. Efforts of Marketing:
Marketing plays a pivotal role in bringing consumer awareness. As the response show consumers would be more
likely to choose environmentally friendly brands and were unable to recall green products/brands. This speaks about
the gap in marketing effort put by the green marketers in bringing consumer awareness.
4. Trust and Product Performance:

Survey reveals that the green product performance was significantly affected by environmental beliefs. 88 % of the
respondents that they are likely to trust well known products and judge green products basing on their previous
experience. This supports Perks’ argument that brand trust is based on experience, information and satisfaction.
Conclusion:
Given India’s rapid GDP growth rate and the highly negative environmental impact, demand for eco-labeled
products may create the necessary consumer pressure to ensure a cleaner environment. This study confirms the
existence of an environmental value-action gap, a gap between consumers’ beliefs and behaviors over being green.
This paper has highlighted various aspects of consumer behavior and shown that consumer preference for greener
goods could be influenced by marketing. Products given greater exposure will be more likely to sell in greater
numbers. A major barrier in the purchasing of green products is: concern over whether the product will perform as
expected. However, consumers generally trust the performance of well-known brands, so green products that work
well and do not make over inflated green claims could sell successfully under well-known brands. The current low
levels of consumer awareness about global warming, India’s brands need to help raise consumer consciousness.
Indian manufacturers have yet to find a market for green products, even as consumers have a low awareness of them
because of the insufficient efforts made by the marketers.
REFERENCES:
1.AseemPrakashGreenMarketing,PublicPolicyAndManagerial
Strategieshttp://www.greeneconomics.net/GreenMarketing.pdf)
2. Pavan Mishra* &Payal Sharma**, 25th Dec. 2010 Green Marketing In India:
EmergingOpportunitiesAndChallenges
http://www.nitttrbhopal.org/journal/volume3/Pavan%20%20Mishra%20and%20Ms.%20

23
E- Human Resource Management (E-HRM)
NEPOLEON S
ABSTRACT:
HRM is a wide term which integrates Information Technology (IT) with Human Resource Management (HRM). It
mainly focuses on the goals of the managers and employees of a company. e- HRM is the process of transmission of
digitalized Human Resource information. e- HRM is a technique of executing Human Resource (HR) plans,
policies, and practices in an organization. In the present times, a number of organizations have replaced Human
Resource Management activities with e- HRM in their business. The process of e- HRM has played an efficient role
in increasing the overall Human Resource capabilities of management. This research paper elaborates on e-HRM in
detail on the following aspect.
INTRODUCTION:
With the advent of Globalization, the world is like a small village, integrating the economy, culture, and society all
across the globe. The main contributor for such integration has been information and communication technology.In
his study concluded that the advancement of internet and computers has resulted in developing a new concept called
e- HRM. e- HRM deals with the- HRM activities with the use of the Internet or Intranet. E-HRM is the submission
of information technology for networking and supporting at least two individual or combined actors in their shared
performing of Human Resource Management activities.‖ e-HRM is a wide term which covers the amalgamation of
Human Resource Management (HRM) and Information Technology (IT), mainly focused on creating the value for
the employees and managers of the company. It is a well-organized effort through which internet technology is used
in implementing Human Resource Policies and Practices. The concept of implementation in e- HRM does not only
deal with the framing of policies but in its broader sense, it means how effectively a particular policy can work in
order to get larger benefits. E-HRM is, therefore, an idea- a way of doing‘HRM.
REVIEW OF LITERATURE:
According to BiswanathGhosh (2002):
in an organization, the most precious input is the human element. The success or failure of an organization depends
on to a large extent on the person who manages and runs the organization. In the view of Michael Armstrong (2003),
e-HR provides information required to manage Human Resource processes. These may be core employee database
and payroll systems but can be extended to include such systems as recruitment, elearning, performance
management, and reward. Bieasaliski (2003) presents the concept of e-Human Resource Management as an integral
knowledge management part, describes several use cases for technological e-HRM support, and sketches the
integration of these use cases into a holistic e-HRM approach; the Human Resource department can concentrate
more on the qualitative tasks in personnel planning like coaching and consulting. By sharing information and being
knowledgeable business partners are able to act more productively to maintain the relationship over time. That is,
relationship intensity can create a competitive advantage through the strategic sharing of an organization‘s key
information.
According to Lengnick-Hall and Moritz (2003):
Where Human Resource Information System were directed to support the Human Resource professionals in
performing their Human Resource tasks, electronic HRM (e-HRM) applications are, besides directed to support
Human Resource professionals in performing their Human Resource tasks, also directed to support managers and
employees performing their Human Resource tasks. Electronic Human Resource Management refers to conducting
business transactions - in this case, HR - using the internet.
Ruel et al. (2004):
conducted an explorative empirical study in five large companies on web-based Human Resource Management.
They concluded that the goals of e-HRM are mainly to improve HR‘s administrative efficiency/ to achieve cost
reduction.
Bell. Lee, Young, (2006) in the research paper:
The Impact of e-HR on Professional Competence in Human Resource Management: Implications for the
Development of Human Resource Professionals‖, the researcher examines information technology has been cited as
a critical driver of Human Resource‘s transition from a focus on administrative tasks to a focus on serving as a

24
strategic business partner. This strategic role not only adds a valuable dimension to the HR function but also changes
the competencies that define the success of Human Resource professionals.
As per Strohmeier (2007):
E-Human Resource Management is the planning, execution, and function of information technology for both
networking and supporting at least two individual or collective actors in their shared performing of Human Resource
activities.
Bondarouk&Ruel, (2009):
A wide term covering all possible addition mechanisms and contents between Human Resource Management and
information technologies, aiming at creating value within and across organizations for targeted employees and
management.
Strohmeier and Kabst (2009):
examined the factors that affect the cross-national organizational adoption of e-HRM in Europe. They found that e-
HRM is a common practice throughout Europe since two-thirds of all organizations have already applied e-HRM.
Laumer et al. (2010):
studied e-HRM in an E-business environment among 144 Human Resource managers from German top 1000
corporations. Their survey results revealed that Human Resource manager‘s most pressing challenges are staff
retention and internal and external employer branding.
Rawash and Saydam (2012):
The findings highlighted the lack of empirical studies focused on the integration of EM and HRM to enhance the
performance of the organization. The authors proposed the integration of both and confirmed their proposed
hypotheses.
Hadziroh and Yusliza (2013):
Study studied satisfaction towards e-HRM in the context of government firms in Malaysia. The author proposed a
model upon which three primary hypotheses were proposed to be tested in the future. The results of the research
would offer insights into e-HRM area, specifically in the Malaysian context. A literature review of e-HRM reveals
the significance of e-HRM in by these words, ―eHRM outlays money but ignoring e-HRM overheads a fortune.
Modern technology can be helpful in creating a strategic Human Resource Management policy, reducing costs,
higher productivity, increasing the quality of labor force and more responsibility of managers and employees in the
execution of tasks. Any organization cannot miss these extra values.
‘PROSPECTS OF E-HRM
The future of e-HRM is a revolution and a step ahead where the journey is towards zone of paperless office, where
high speed is ensured in terms of higher speed is ensured for recovery and evaluation of data, augmented reach out
to available Human Resource data and relieve in classifying and reclassifying data, gathering of information as the
criterion for improving the strategic course of Human Resource Management, more reliable and higher correctness
of information /report generated, fast response to answer queries, a higher internal profile for Human Resource
leading to better work culture, establishing of streamlined, standardized and systematic procedures, more
transparency in the system, cost savings achievable through process improvements and due to reduction in
duplication of efforts, significant reduction of organizational burden, flexibility to any client and assists
management, productivity and employee satisfaction etc. Electronic-Human Resource Management encompasses
through each and every task of Human Resource- Resource Management, Performance Management, Training and
Development, remuneration and Reward Management.
Role and Functions:
e-HRM We know that the people play a good role in any industry especially the banking sectors, so human
resource development function will and should play a more tactical responsibility. It should go further its mere
managerial support function to actions and frontline departments. Whether or not company views Human Resource
intentionally may decide whether market share, sales, or profits would increase or not. A successful Human
Resource policy becomes equally crucial as the company‘s marketing strategy
The Pre-requisites and Challenges:

25
E-HRM A careful study and interpretation of the information composed at the bank help in classifying the following
prerequisites and challenges with respect to any e- Human Resource Management scheme: The Pre-requisites of e-
HRM/ the Critical Success Factors for Adoption of e-HRM .
Commitment to Change Management from the Start of the Project:
Managing change within the organization could be a full-time job by itself as it needs the management of people and
their expectations, resistance to change confusion redundancies and errors‖. For this technology (e-HRM), to be
successfully implemented, the organization should understand the impact of this new change on employees,
managers, and Human Resource staff and to understand its dimensions in order to manage the effects of a corporate
strategy that is open to change.
User Acceptance:
Human Resource Professionals face real challenges in this. Acceptance by users is very complicated activity as the
system is analyzed in a different way from different outlooks and thus there is no one opinion. In the day- to- day
use, it can come out various other implications which were not marked during designing the applications and hence
user finds himself that application is not up to the expectation. This is where Human Resource has to make sure that
people are assorted from start and it does not become a restricted access at the end.
Presence of an Information Technology Culture, an Important Pre- condition:
Companies must first figure out whether they need e-HRM before calling in consultants to implement solutions.
Organizations looking for better transparency go for e-HRM. The software provided by retailer needs to be modified
to organizational requirements. A lot of research and in- depth study and analysis need to be done to learn the
probability of the project especially in terms of the cost factor and the sustainability of the project. Only those firms,
which are comprehensively organized for enabling Human Resource, should go for it. This assumes the presence of
an Information Technology (IT) Culture. The Human Resource department as a process holder, being clear about the
objectives of eHRM, choosing the right design and implementation partners and a willingness to spend hours
training employees on the best use of the portal .
Involvement of all the Stakeholders Early on to Gain their Buy- in:
This is an important pre- condition for any e- HRM project to be initiated and to be executed effectively and
efficiently.
Communication of the Value of any Technology Solution to the Users:
Communicating the importance of any technology solution for both the organization and more importantly for the
people who will use the solution is necessary. This communication must be in the user‘s words.
Adequate Training to the Users:
Since the e-HRM system offers new methods of processing transformed or new Human Resource activities, proper
training must be given to all users of the system. This becomes essential since the new interface provides.
The Challenges of e-HRM:
Among the most prevalent issues facing management are control, business requirements, and best practices. Some of
the major challenges that have been identified .
Cost Implications:
Costs tend to be relative to requirements and the type of organization. Given the costs, companies must allow only
those operations that are imperative, indispensable or desirable.
Aligning the e-HRM system with the business requirements:
Enterprise Resource Planning applications vary widely in their allowance for control, typically assuming either a
corporate or business- unit locus of control. Hence management must believe the ERP‘S stance on control to ensure
it will meet the business requirements of the company.
Security of the information generated:
A company needs to ensure that outsiders or competitors should not access the information. In this framework,
proper vendor selection is a critical condition to ensure confidentiality. Managing the data:

26
Managing the huge amount of data generated through Human Resource Management System is a relatively new
challenge for companies.
“Overkill and loss of the ‘human touch”:
Another challenge is the evasion or avoidance of overkill and loss of the human touch‘. It should not be the case
that in a bid to be techno we desert the human side
For traditional companies the task is more so difficult:
E-HRM is more so a challenge for the traditional companies which need to bring about a change in the mindsets to a
large extent. These companies as compared to those in the Information Sector (IT) are having a tougher time getting
people to speed up on these e-HR tools.
Training the users, a crucial issue:
Training the users is many a time a long drawn out process, as many people do not find them to be used friendly.
Continuous monitoring and feedback:
Constant and continuous monitoring and feedback are critical to the success of any e-HRM effort in an organization.
CONCLUSIONS:
The e-HRM technology is very helpful for the organizations and has proved effective for the employees working in
the organization as it provides sufficient opportunities for employee‘s career planning and development. Moreover,
by the implementation of e- HRM the employees can identify and nurture their talents and helps them to raise their
performance. E- HRM is a way of implementing Human Resource strategies, policies and practices in an
organization through a conscious and directed support of and/or with the full use of web- based channels. e- HRM is
an increasing phenomenon. More than one- fifth of large companies have made considerable steps to support HR
practices and policies through web technology.
REFERENCES:
1. Hooi, L.W., ―Implementing e-HRM: The Readiness of Small and Medium Sized Manufacturing Companies in
Malaysia.‖ 465-485. http://dx.doi.org/10.1080/13602380600570874.
2. Lengnick-Hall, M.L., Strategic Human Resource Management: The Evolution of the Field Human Resource‖,
Management Review.
3. Strohmeier, S., Research in E-HRM: Review and Implications‖, Human Resource Management Review.
4. Ruel, H.J.M., Bondarouk, J.K., E-HRM: Innovation or Irritation. Explorative Empirical Study in Five Large
Companies on Web-Based HRM‖, Management Review.
RURAL SELLING IN INDIA: CHALLENGES AND OPPORTUNITIES

27
JOHN PETER L
ABSTRACT
In the recent years rural market havenonheritable significance and attract the eye of marketers as sixty eight.84%
population of merchandise. during this method rural market offers opportunities within the style of giant untapped
market, increase in income, increase Asian country reside in vi, 38,000 villages and overall growth of economy has
resulted into substantial increase within the getting power of the agricultural communities. because of revolution, the
agricultural area unitas are overwhelming an outsized amount of business and made in acquirement level and
enormous scope for penetration. to require the advantage of those opportunities, a special selling strategy ‘Rural
Marketing’ has emerged. This paper tries to know the agricultural market, importance of rural selling and standing
of rural market. the most aim of the study to watch the potentiality of Indian rural markets and conclude numerous
issues area unit being sweet-faced by rural vender.
Keywords:Rural Market, FMCG, income, Rural shoppers.
INTRODUCTION
Since the 1980‟s the mass rural market was used to attract the marketers in Indian consumer market. The fact that
70% of country‟s population was unaddressed, that was the most important attraction for marketers. In recent time
this attraction has magnified with the extra cash that comes into hands of rural shoppers because of revolution, rise
in Agri-produce costs and MNREGA defrayal. Budget 2013 more strengthens the agricultural story with MNREGA
as a result of there has been a considerable increase in their defrayal. These initiatives shift the agricultural shoppers
towards Brands. Rural market represent a crucial phase of overall economy, maybe in USA, fifty five million folks
reside in rural areas (Kotni, 2012). Government agencies like IRDA (Insurance regulative and Development
Authority) and NCAER (National Council for Applied political economy Research) outline rural as a village with a
population not up to 5000 with seventy fifth male population engaged in agriculture, whereas geographical area
lever, ITC and most FMCG firms outline rural as anywhere with a population below twenty,000.Rural marketing is
promotion of a company‟s product in the agricultural market by using strategies which differ from the urban market.
the agricultural market is a lot of costs sensitive however it's preference to quality. Rural selling is confused with
agriculture selling. The later denotes selling of turn out of rural areas to the urban shoppers or industrial shoppers
whereas rural selling involves delivering factory-made or processed input or services to rural shoppers.
Part1 (before 1960’s)
It was fully Associate in Nursing unorganized market wherever “baniyas and mahajans” dominate the market. Rural
selling was another word for agriculture selling as a result of, agriculture produces like food grains and industries
like cotton, oil seeds, etc. occupied primary attention.
Part2 (1960 to 1990)
The greatest factor that happened during this amount was revolution that semiconductor diode to farming involves
scientific and technological ways and plenty of poor villages become prosperous business centers. Rural selling
meant “marketing of agriculture inputs” and “agriculture marketing”. Agencies like material and village industries
commissions bloomed and government paid attention to market these merchandise.
Part3 (after middle 1990)
Since 1990, India‟s industrial sector had gain strength and maturity. Its contribution to GNP magnified well. With
support and development programs of center and government geographical area progressed socially and
economically and emerges as a replacement market. Rural selling was thought of completely different from
agriculture selling.
OBJECTIVES
• To study this state of affairs of rural market in Asian country.
• To establish the most important opportunities offered within the rural market.
• To study the most important challenges sweet-faced by vender in rural market.

28
The present study is descriptive in nature. the information used is secondary in nature and has been collected from
numerous websites and supposed journals. Rural Asian country encompasses a population of eighty three.3 large
integer (Table: 1) unfold across vi, 38,000 villages. the agricultural urban distribution magnitude relation presently
is sixty eight.84% and 31.16% respectivel
What constitutes rural market?
The Census of Asian country defines rural as habitation wherever population density is a smaller amount than four
hundred per sq. Km, and wherever a minimum of seventy fifth of the male operating population engaged in
agriculture, and wherever there's not any municipality or board.
Planning Commission of Asian country defines rural as a city having population up to fifteen1,000.
The distinction between rural and concrete shoppers forever exists in Asian country. Most of Indian rural shoppers
area unit illiterate and poor. Illiteracy ends up in inability to spot whole variations and browse basic text on
packages. furthermore merchandise area unit sold-out lose, giving high competition to branded sealed merchandise.
Irregular financial gain, induce the agricultural shoppers to shop for in little quantities. it's necessary for rural
marketers to supply merchandise in little quantities still pretty much as good system for larger merchandise.
Rural market standing
The market state of affairs within the rural areas nowadays is dynamical terribly quickly. Rural shoppers demand
branded merchandise primarily owing to increase in income and acquirement level. Rural families don't wish to cut
their expenditure on weddings, pilgrimages, constructions and consumptions. Rural shoppers have a lot of
aspirations, nowadays this phase of patrons consumes giant sort of merchandise, each sturdy and non-durables and
willing to pay right worth for right merchandise. PardeepKashyap, CEO, MART, says “The rural Asian country has
profit hand and isn't sure by EMIs or loans, with the bulk of our population based mostly in tier III, tier IV cities and
villages. it's right time to penetrate into rural market From the table we are able to see that share increase in
demand shampoos, health beverages, rest room search, laundry cakes and soap powder is a lot of in rural areas as
compare to geographic area. whereas in edible oil and packed biscuits increase in demand is a lot of in geographic
area as compare to geographical area. therefore we are able to say that the consumption of the many things areas is
increasing at a high speed and better than the growing demand in geographic area.
What Rural Asian country Buys?
* Products a lot of usually (mostly weekly).
* Buys little packs, low unit worth a lot of necessary than economy.
* Many brands area unit building sturdy rural presence while not a lot of advertising support, like shampoos,
detergent, talcum and sweetness cream, etc.
* Fewer whole decisions in rural areas; variety of FMCG brands in rural areas is half geographic area.
* Buys price for cash, not low-cost merchandise.
Importance of Rural selling
Rural market is obtaining importance owing to the saturation of urban market. therefore the marketers area unit
trying to find extending their product classes to Associate in Nursing unknown market i.e. the rural market.
According to the Nielson‟s survey the rural market for FMCG (Rs. 65,000 crores), consumer goods (Rs. 5,000
crores) and vesture and footwear (Rs. 35,000 crores) was as giant as Rs. 1, 05,000 crores
in the rural Asian country. one in all such product is project Sakti, that isn't solely serving to their company attain
some revenue however conjointly serving to the poor ladies of the village to realize some wealth that is
unquestionably aiming to increase their getting power.
Rural market is mystery for the businesses. because of lack of dipper insights into the psyche of the agricultural
shoppers, firms area unit hesitant to explore this territory. however native whole like “Ghadi” detergent in Kanpur
are ready with success faucet the opportunities conferred by rural market.
Rural Asian country offers property sales and profit for growth. Growth of rural market is feasible because of
revolution and white revolution, which ends up into substantial wealth generation in geographical area. In recent
years, rural markets have nonheritable significance within the country like China and Asian country because the

29
overall growth of the economy has resulted into substantial increase getting power of rural communities. because of
revolution in Asian country, consumption pattern of rural folks area unit modified.
What Makes Rural Market Attractive?
Rural market has following attributes and facts:
• About 833 million folks reside in geographical area as compared to 377 million people in geographic area.
• 53% of all FMCGs and fifty nine of all durables area unit sold-out within the rural market.
• Estimated annual size of rural market:-
• 42 million rural households availing banking services as compared to urban households
• Indian rural market is nearly doubly as compared to the whole market of USA and Russia.
• 46% of soppy drinks sales come back from rural areas.
• 49% of motorcycles sales come back from rural areas.
• Rural Asian country accounts for fifty nine of cigarettes sales.
• In twenty years, rural Indian market will be larger than the total consumer markets in countries such as
South Korea and Canada and almost 4 times of the size of today‟s urban market.
Opportunities
The rural market has been growing bit by bit over the past few years and is currently even larger than the urban
market. The saving to financial gain share in geographical area is half-hour over geographic area. at this time fifty
three of all FMCGs and fifty nine of shoppers consumer goods area unit being sold-out in geographical area. Major
opportunities offered in rural market area unit as follow:
There area unit a lot of graduates in rural than in urban Asian country. This brings social and cultural changes in
shopping for behavior of the agricultural customers and a lot of aware of national and international whole. because
of increase in acquirement rate they get jobs in close cities. They earn urban salaries however still sleep in self
owned homes within the villages, they need high getting power and like to shop for branded product.
Increasing in income and buying power
Projects from personal firms and also the rural employment initiatives by the govt. like MNREGA (Mahatma
Gandhi National Rural Employment Guarantee Act) schemes have given the agricultural population a chance to
satisfy their daily wants. Government set to expand the agriculture loan at lower rate of interest and distribute
million of Kisan Credit Cards, has given a lift to the financial gain level to the agricultural sector. per advanced
estimates of {national financial gain|value} free by center datum organization “The Per Capita income at current
costs throughout 2011-12 is calculable to be Rs. 60,972 compared to Rs. 53,332 throughout 2010-11 showing an
increase of fourteen.3%. firms have the chance to enter during this new market and take the advantage of magnified
income.
Reduction of Risk throughout Recession:
It has been discovered that firms that cater each urban and rural markets tackle the recession within the higher
method
Challenges
The peculiarities of rural markets and rural shoppers create challenges to marketers in reaching them effectively.
There area unit an outsized variety of little villages that aren't simply accessible owing to all weather roads. the most
challenges of rural selling area unit mentioned below
Transportation issues
Transportation is important for movement of merchandise from urban production centers to remote villages. In rural
Asian country transportation facilities area unit quite poor. Nearly eighty percentages of villages within the country
aren't connected by well made roads. several elements of Asian country have kuccha roads. because of poor
transportation facilities it's insufferable for a vender to access the agricultural market.

30
Warehousing issues
A storage operate is important as a result of there's a time gap between production and consumption of commodities.
Agricultural commodities area unit made seasonally however they're demanded over the year thus there's got to store
them. however in rural areas, there's lack of public still as personal storage. Marketers face issues of storage of their
product
Underdeveloped folks and underdeveloped markets
Rural society in Asian country is underdeveloped. fashionable technology has tried to develop the folks and markets
in rural areas. however the technology has created terribly less impact in rural areas.
Inadequate media coverage
Media have scores of drawback in rural areas. tv could be a sensible supply to speak the message to rural folks.
however because of non handiness of power still as tv sets, majority of rural population cannot get the advantages of
varied media.
Many languages
India could be a country of the many languages. Language becomes barrier in effective communication within the
market efforts. the amount of languages vary from state to state, region to region and district to district, etc.
Low level of acquirement
The acquirement rate is low in rural areas as compared to urban areas. Marketers face communication drawback
because of the shortage of acquirement rate. Print medium isn't a lot of effective and it's digressive since its reach is
poor. So, low level of acquirement becomes challenge for marketers in rural areas.
Seasonal demand
Seasonal demand is main drawback of rural market. Agriculture scenario plays a major role within the demand of
commodities within the rural market as a result of it's the most supply of financial gain. once more agriculture
depends on monsoon thus shopping for capability of rural shoppers varies. Despite this, several rural areas aren't
connected by rail transport. Kuccha roads become unserviceable throughout monsoon.
CONCLUSION
The study ended that rural Asian country offers large opportunities that firms will faucet for his or her growth and
development. However, firms face several challenges in endeavour the agricultural markets. 833 million folks reside
in {india|India|Republic of {india|India|Republic of Asian country|Bharat|Asiancountry|Asian
nation}|Bharat|Asiancountry|Asian nation} as compared to 377 millions in urban India thus immense untapped
opportunities area unit offered in rural India, however vender unable to faucet these opportunities owing to lack of
infrastructure facilities. acquirement rate is low in {rural area
unita|country|geographicalarea|geographicarea|geographicalregion|geographic region} thus folks are unable to spot
whole distinction. currently trend has gone to vary acquirement rate in geographical area is increasing. variety of
middle and better financial gain family in rural Asian country is anticipated to grow from eighty million to 111
million. there's speedy development in infrastructure of these opportunities attract firms to focus on rural market.
With some technologies breakthrough in distribution and selling of merchandise in rural Asian country, firms in
rural market will earn a lot of profits, market share, etc. the agricultural market could be a larger future prospect for
the marketers and there area unit several opportunities offered for them in rural markets.
REFERENCES
1. Kavitha, C.T. (2012). A comparative study of growth, challenges and opportunities in FMCG of rural
market .Interscience Management Review, 2(3), 23-28.
2. Kotni, VV D.P. (2012). Prospect and issues of Indian rural markets.celestial point International Journal of
Business political economy and Management analysis, 2(3), 200-213.
3. Kumar A., Hagagi, S. (2011). Rural market in India: some opportunities and challenges. International
Journal of Exclusive Management analysis, 1(1), 1-15.
4. Mannappa, O. (2003). Rural selling challenges within the new millennium.city Business Review.

31
A STUDY TO ASSESS THE PATIENT’S SATISFACTION ON NURSING CARE IN EMERGENCY
DEPARTMENT
BALAMURUGAN K
Abstract
This present study was undertaken to assess the patient’s satisfaction on nursing care in emergency department. This
was a descriptive study of before and after control group design conducted at Hospitals in Tamil Nadu. The samples
were collected through purposive sampling technique. The tool used for data collection was a structured
questionnaire developed by the researcher. This current study finding revealed that the high percentage of patients in
emergency department rated their satisfaction of nursing care as “high satisfaction”. Thus, Patient satisfaction
surveys should become a regular outcome monitoring feature in all the hospitals to deliver quality of care at
emergency departments.
Keywords: emergency department (ED), Patient satisfaction,

I. Introduction
“This life is not for complaint but for satisfaction” ---- Henry David Thoreau
As focus has shifted from the healthcare providers to the healthcare consumers; patient satisfaction is being
increasingly used worldwide for the assessment of quality of services provided by healthcare institutions.
Satisfaction is an important issue in health care nowadays. According to Trout, statistics show that the number of
ED clients is steadily increasing. Patients are not always satisfied with the care received at emergency departments.
The emergency department (ED) is considered to act as a gatekeeper of treatment for patients. This is an indicator of
the importance of planning quality services based on the needs of these patients. Thereby, EDs must achieve
customer satisfaction by providing quality services. To understand patient satisfaction, “patient’s perception” of care
must first be understood. Of all the healthcare workers nurses spend maximum time with the patients. Therefore, the
nurse is in a unique position to influence and promote effective consumer relationships.
This study is conducted on the following reasons:
Though patient satisfaction surveys with nursing care are routinely conducted in the developed world to monitor and
improve the quality of care, the same is not true for the developing world especially in the Indian subcontinent.
Although it may seem impossible to keep all clients satisfied, we can achieve a high level of satisfaction by routine
satisfaction surveys can have a profound effect on the quality of nursing care.
Statement of the Problem
A descriptive study to assess the patient’s satisfaction on nursing care in emergency department at general Hospital
Objectives
1. To identify the patient’s satisfaction level in emergency department related to nursing care.
2. To associate the patient’s satisfaction on nursing care in emergency department with selected demographic
variables.
Methods
Research Approach- Quantitative
Research Design- Descriptive Design.
Setting- conducted at general Hospital in Tamilnadu
Sample-patients who were admitted in the emergency department
Sample Size-30 in numbers
Sampling Technique- non-probability-Purposive sampling
Criteria for sample selection

32
Inclusion:
Patients who were:
Admitted only in the emergency department includes casualty and ICUin a position to respond (not semiconscious
or unconscious)consented to participatepatients with length of stay more than 48 hours
 Exclusion: patients with length of stay less than 48 hours
Description of the instrument
 Part 1- Demographic data
 Part 2- Structured questionnaire included 30 questions based on a three point Likert scale with 3
 components like Hospital environment, nursing care in meeting the needs, and nurses’ interpersonal
relationship.
II. Results
 Demographic Data: The majority of the subjects studied were male 20 (66.7%), and 10(33.3%) were
female. Further analysis of the data revealed that in terms of the literacy, the largest group18 (60%) were
literate and the least represented group 12(40%) were illiterate.It was observed that a higher percentage
21(70%) of patients with length of stay was less than five days whereas 9(30%) were stayed more than five
days.
 Patients Satisfaction: Among a sample of 30 patients in emergency department, the highest percentage
21(70%) perceived high satisfaction, whereas 4(13.3%) and 5(16.7%) were perceived medium and low
level satisfaction regardingnursing care respectively. The highest satisfaction rates were observed in the
terms of Hospital environment (69.5%), nursing care in meeting the needs (68.3%) and nurses’
interpersonal relationship (55%).A study to assess the patient’s satisfaction on nursing care in emergency
department
III. Discussion
 In total, 21(70%) of the patients in emergency department rated their satisfaction of nursing care as
highsatisfaction.
 Gender effect on patient’s satisfaction reveals a high satisfaction among female.
 Patients with shorter lengths of stay (less than 5 days) were highly satisfied.
 There was an association between satisfaction and educational level.
IV. Conclusion
The current study reveals that while a very high percentage of patients had a high satisfaction regardingsatisfaction
of nursing care, but fair percentage of patients had a patient’s satisfaction on “nurses’ interpersonal relationship” in
the aspects of nursing care as less than adequate.Thus inferring that, therefore identifying areas for quality
improvements are important, to know where to take action to deliver quality of care at emergency departments.
V. Recommendation
Since the emergency department (ED) has become the hospital's front door, patient satisfaction surveys should
become a regular outcome monitoring feature in all the hospitals in order to provide optimal ED services.
Also In-service training programs for nurses, with special emphasis on communication are need of the hour and
should become a regular exercise.
Reference
1. Boudreaux ED, Friedman J, Chansky ME, Baumann BM: Emergency department patient satisfaction:
examining the role of acuity. AcadEmerg Med 2004, 11(2):162-168. PubMed Abstract | Publisher Full Text
2. Kihlgren AL, Nilsson M, Sørlie V. Caring for older patients at an emergency department -- emergency nurses'
reasoning. ClinNurs. 2005 May; 14(5):601-8.
3. Muntlin A, Gunningberg L, Carlsson M. Patients' perceptions of quality of care at an emergency department
and identification of areas for quality improvement. J ClinNurs. 2006 Aug;15(8):1045-56.
4. Press Graney Associates: Press Graney measures hospital patient satisfaction. [http://healthcare] webcite2007.

33
SMART CITIES & CHALLENGES IN INDIA
SRINIVASAN D
Abstract
India is the tenth, biggest economy on the planet, despite the fact that standing second position in the worldwide
populace. Also, 70% of GDP is originating from urban territories, while we are simply contributing 1.70 for urban
improvement. For the best financial development, India still should be centered substantially more around the
reliably developing areas like, Infrastructure, Industries, Hospital Services, Tourisms, IT, Foreign Direct
Investments, Research and Development under PPP show, remote worked together Higher Education Systems,
Service Industries, e-Governance in an all the more better way. So it is the need of a hour that India needs to gather
in constitution of 100 Smart Cities in fourth coming a very long time under the visionary of Prime Minister Shri.
NarendraModi to upsurge more Gross Domestic Products (GDP). This examination article is concentrating on the
pith of Smart Cities and reasonable perspectives about Smart Cities by various specialists. More finished this paper
is likewise examining about "Brilliant Cities – Six Dimensions" in points of interest for understanding this new
urban change in outlook marvel. Other than these, this examination composition likewise discusses the Smart Cities
empowering agents containing Internet of Things innovations and declarations of various world Smart Cities
applications. The best piece of this article is portraying of essential contemplations "How to set up 100 New Smart
Cities in India" with a few models and illustrations.
India is the tenth, biggest economy on the planet, despite the fact that standing second position in the worldwide
populace. For the best monetary development, India still should be centered substantially more that have been
reliably developing divisions like Telecom, Infrastructure, Industries, Hospital Tourisms, IT, Foreign Direct
Investments (FDI), Research and Development under PPP show, Foreign worked together Higher Education
frameworks, Service Industries, e - Governance in an all the more better way. Notwithstanding all these, working of
"100 New Smart Cities" in India could increase in considerably more financial development keeping pace with
different nations crosswise over globe like China (Meixi, Zhenjiang), Abu Dhabi (Masdar), South Korea (Sangdo),
Singapore, Malta and Russia (Skolkovo).
In the event that we go for India's urban populace measurements, in 2011 it was clyster clear that the level of
urbanization in India was endlessly expanded from 27.81% (2001) evaluation to 31.16% (2011) statistics. Kingsley
Davis utilized the expression "overurbanization where in urban wretchedness and rustic neediness exist next to each
other with the outcome that city can barely be called dynamic" and where wasteful, useless casual area turns out to
be progressively obvious. Another researcher delineates urbanization in India as pseudo urbanization where in
individuals touch base in urban areas not because of urban force but rather because of provincial push.
Fundamentally, there was an early record of new town try in India as a novel creation of developed condition.
1. Prof. Rahul Wantmure and Dr. MurlidharDhanawade (2016) Indian cities and cities around the world is gradually
evolving. It is not a sudden decision with planned infrastructure in advance. The concept of Smart City has
suggested in a planned city, with such impact that each activity carried out in the city is supervised and controlled by
technology. Internet of things is an emerging technology in the IT world that can be explored to its zenith to achieve
the goal of building a smart city. Building alone is not enough, but to maintain and sustain their identity. The
integrity and authenticity is another task to be processed and implemented. There are several challenges in making
an smart city in India, as there are several implicit and explicit obstacles that must be confronted. A smart city model
is not a solution because each city is unique in its existence. However, a prototype development is needed by having
a logical design using for Smart City using IoT.
2. Mr. Kyusoo Chong and Hongki Sung (2015) Authors aim is to study investigate the prediction technology based
road safety on the roads large volumes of data. This study examines actual cases of road management systems and
technologies of road safety analysis in Korea and other countries. Types and ease of use of the information collected
through the road of a road management system are analyzed. Based on the result, the limitations of existing
technologies and management systems are analyzed. A series of related technologies and road management systems
were examined using basic physics based on information such as distance, speed, etc., and past event information,
and they do not reflect a number of specific factors and data in real time. Consequently, the development of

34
technology for the service road / traffic using multiple data sets in real time information such as traffic information,
weather information, and status information of the road is necessary, and the analysis of multiple data sets. It will be
possible to develop more reliable systems and technologies for management of road safety road using data derived
from various types of road management systems.
The India Smart Cities Challenge is intended to move more prominent imagination from metropolitan authorities
and their accomplices, greater contribution and motivation from subjects, and the improvement of recommendations
that will create solid advantages in people groups' lives. individuals consistently from rustic regions, the
Government has presented the 'Brilliant City Challenge', giving over the onus of arranged urbanization to the states.
In the way to deal with the Smart Cities Mission, the goal is to advance urban areas that give center foundation and
offer personal satisfaction to natives, a perfect and manageable condition and utilization of 'brilliant' arrangements.
Those states that measure up to the rules and assign urban communities could get subsidizing of Rs 100 crore for
every year per city for the following five years.
Objective of the study
 To study How to set up 100 New Smart Cities in India
 To examine the efficiency of resource use.
Scope of the study
• India is drawing on the advancement of shrewd urban communities at the worldwide level. PM
NarendraModi's vision 'Advanced India', has an arrangement to assemble 100 keen urban areas the nation over.
Modi in his discourse stated, "Urban communities in the past were based on riverbanks. They are presently worked
along expressways. Be that as it may, later on, they will be constructed in view of accessibility of optical fiber
systems and cutting edge framework."
• Digital India imagines making India a pioneer in carefully conveying administrations in the wellbeing,
training, managing an account areas. Modi reported a venture of $1.2 billion in brilliant urban communities with all
the more financing originating from private divisions and abroad.
Methodology of the study
Secondary data for the study was collected from the variousjournals, reports, text books, standing orders, and the
internet.
Wellsprings of data on Smart Cities and Challenges
The announcement from India's Prime Minister about the 100 urban areas is sharp intriguing. Shrewd Cities too
early turn into a reality in India. Obviously they may not resemble Singapore, Sydney, San Francisco, New York,
Hong Kong or Helsinki. Before Prime Minister NarendraModi's vision of building 100 Smart Cities, is set to come
to fruition inside the current money related year, there were at that point Smart City development extends in India
including Lavasa (Maharashtra), GIFT (Gujarat), Smart Kochi (Kerala), and Mahindra World City – Chennai
(Tamilnadu) and Jaipur (Rajasthan) in various operational modes including Public Private People Partnerships
(PPPP). It is a decent sign for the legislature of India to begin building 100 New Smart Cities the country over by as
a team with multinational organizations under PPPP demonstrate, which will truly expand our national economy. As
Smart City is an arrangement of frameworks and an exceptionally perplexing, we can't develop whole 100 New
Smart Cities in India which is extremely costly and extremely monotonous occupation. These are long haul
ventures. The constitution of 100 Smart Cities is could be in two ways, the first is changing over Brown Field Cities
(the current urban areas) into Smart Cities by sending advances in every one of the mainstays of the city.
The plan and improvement of Smart City frameworks for the current urban communities incorporates resistance,
vitality age and circulation, human services, lodging, and transportation is an intricate procedure. As a matter of first
importance, put all the sub frameworks of city into legitimate framework. Once the real components of
administration, vitality, versatility, open administration, wellbeing, security, social insurance, research, and
instruction and land resources are in perfect place, Internet of Things (IoT) advancements and investigation can help
the city to change itself into liveable, maintainable and more brilliant.

35
Another case is Smart Grid innovation in Delhi, in which control age, circulation, counteractive action of
misfortune, shopper's administrations and charging are totally robotized in some piece of the Delhi. Computerized
Information and Communications advancements together and follow up on data, for example, data about the
practices of providers and buyers, in a mechanized design to enhance the proficiency, unwavering quality, financial,
and maintainability of the generation and dissemination of power . In Vellore, savvy water circulation is effectively
executed by testing of water quality, sanitation, appropriation, avoidance of spillages, programmed charging. E-seva
is one of best egovernance venture executed in Andhra Pradesh, in which all people in general can discover online
land records, travel papers, date of birth, demise testaments, power, water installment through on the web. Yet, in
Smart City all these open administrations ought to be coordinated and accessible in a solitary mouse point click in
on the web. So we have to work for in all SEZs, tier1 and tier2 urban communities to change over into savvy. To
begin with do with existing urban communities like Mumbai, Chennai, Calcutta, Delhi, Bangalore, Hyderabad,
Jaipur and Surat and so on.
The second way is development of whole new Smart Cities (Green Field Cities). Delhi - Mumbai Industrial Corridor
(DMIC) is India's most goal-oriented Infrastructure program intending to grow new modern urban areas as "Shrewd
Cities" and focalizing cutting edge advances crosswise over framework segments in the principal stage. Despite the
fact that focal government designated 7060 crores for formation of 100 Smart Cities for start, there should be
colossal speculations from Multinational Corporations under PPP or PPPP display or in coordinated efforts with the
mechanical accomplices and open support. The teamed up organizations ought to get great monetary approaches,
with the goal that they can approach to set up Smart Cities. The State governments, and genuine homes likewise
ought to be in dynamic cooperation to full fill production of Smart Cities. You're the best for the Japan Government
to give their deliver monetarily in setting up 7 Smart Cities crosswise over country and including Dholera (Gujarat)
and Dadri (UP). There is a discussion that one more Industrial Corridor is coming up amongst Bangalore and
Chennai which can comprises of Smart Cities. Aside from these, Third Industrial belt will come up in the middle of
Chennai – Visakhapatnam and going to comprises some more Smart Cities. While developing new urban areas we
need to think about a great deal of variables in term of ventures, arrive obtaining, financial, universal embeddedness
and so forth. As far as Land procurement issues, we ought to favor Vertical Smart Cities like Singapore, GIFT
(Gujarat-India) and rest of the spots, we can proceed for Horizontal Smart Cities (Lavasa, Masdar (UAE))
developments. More finished working of Smart Cities should ensure for (24×7) water alongside sanitation and
reusing, brilliant power association through ZigBee innovation, keen activity (GIS, GPS) and transport frameworks
that utilization information investigation to give productive answers for ease driving, robotized home, office
observation security frameworks, requiring insignificant human intercession, and Wi-Fi controlled open spaces and
houses that guarantee dependably on, rapid band width network accessibility. We ought to likewise take after ITU,
IoT-An, IEEE, IPSO and other global principles as far as Smart Cities building and as far as innovation
advancement, interoperability and lawful angles to smoothen urban areas building. We need to take Korea and
China as a good examples as they are into mounting of more Smart Cities.
Conclusion
We are extremely fortunate to have our incredible visionary pioneer like Shree NarendraModi in establishment of
100 New Smart Cities. Despite the fact that it is 7060 Cr for the underlying venture for set out Smart Cities, let we
set up hands together to make India all the more financially brighter. Furthermore, the a dangerous atmospheric
devation can be decreased in constituent of these Smart Cites. Give us a chance to trust soon India will give Quality
of Life (QoL) to its residents keeping pace with other Smart Cities like Barcelona, Helsinki, SanFransco, New York,
Singapore. Welcome to the Future of 100 Smart Cities in India, with a positive way on the whole and happily.
REFERENCES
[1] Martine, G., and Marshall, A. State of world population 2007: unleashing the potential of urban growth. In State
of world population 2007: unleashing the potential of urban growth. UNFPA.
[2] Davies Kingsley and Golden H.H. " Urbanisation and development in pre-Industrial Areas", Economic
Development and Cultural Change, 1954, Vol.3 no 1.
[3] Isher Judge Ahluwalia. Transforming Our Cities, Harper Collins, 2014. [8] Washburn, D., Sindhu, U., Balaouras,
S., Dines, R. A., Hayes, N. M.,and Nelson, L. E, Helping CIOs Understand "Smart City" Initiatives:Defining the
Smart City, It s Drivers, and the Role of the CIO. Cambridge, MA: Forrester Research, Inc., Vartanian, T. P.,
Secondary data analysis. New York, NY: Oxford, 2010.

36
DIGITAL INDIA: CHALLENGES & OPPORTUNITIES
JOE PRASANNA K P
ABSTRACT
“Digital India ” is an initiative of the Central Government of India “designed to transform India into a global
digitized hub” by reviving a rundown digital sector of India with the help of improving digital connectivity and skill
enhancement and various other incentives to make the country digitally empowered in the field of technology. This
paper helps understand the global as well as domestic challenges that might hinder the successful implementation of
the program and suggest some feasible remedies to deal with the same. Further the paper also highlights the
opportunities that would pave the way for achieving the program’s aim of making India the preferred choice for
digital activities by both global and domestic investors and also how far the “Digital India” model can prove to be an
attraction for the investors to invest in the sectors which are yet to achieve their full potential in India.
INTRODUCTION
Digital India Program is a national campaign to transform India into a globally connected hub. It includes various
proposals and incentives given to companies, basically the manufacturing companies both domestic and foreign to
invest in India and make the country a digital destination. The emphasis of Digital India campaign is on creating
jobs and skill enhancement in the Broadband Highways, e-Governance, and Electronic delivery of services,
Universal access to Mobile Connectivity, Electronics Manufacturing, and Information for All etc. The campaign’s
aim is to resolve the problems of connectivity and therefore help us to connect with each other and also to share
information on issues and concerns faced by us. In some cases they also enable resolution of those issues in near real
time. This initiative isfocussed to help India gain a better rural connectivity with a stable governmental policies in
the background coupled with benefits and incentives via the campaign. Simultaneously the initiative is designed to
create jobs and enhance skill development which will ultimately lead to increase in GDP and revenues from tax.
LITERATURE REVIEW
Digital India” initiative has been an intriguing subject matter of numerous researches from various disciplines
because of its great significance and influence on the economy as a whole and particularly the technological sector.
Being a recent move, there have been various researches on different aspects of the initiative ranging from the
economical to social and ethical dimensions. Some of these researches retrieved through internet searches have been
reviewed here. SundarPichai, SatyaNadella, Elon Musk researched about Digital India and its preparedness to
create jobs opportunities in the information sector. He concluded that creating new jobs should be continued with
shifting more workers into high productivity jobs in order to provide long term push to the technological sector in
India.
The specific types of information and / or data needed to conduct a secondary analysis will depend on the focus of
study. For this research purpose, secondary data analysis is usually conducted to gain in-depth understanding of the
“Digital India” initiative. Secondary data review and analysis involves collecting information, statistics, and other
relevant data at various levels of aggregation in order to conduct a requirement analysis of the rural area and mostly
the paper is based on the information retrieved from the internet via journals, research papers and expert opinions on
the same subject matter.
OBJECTIVE OF THE PAPER
It is worth noticing that India over a period of time has become a direct service economy from being an agrarian
economy but it also implies that not much focus has been given to technological sector. The Objective of the Digital
India Group is to come out with innovative ideas and practical solutions to realiseHon’ble Prime Minister
NarendraModi’s vision of a digital India. Prime Minister Mr. NarendraModi envisions transforming our nation and
creating opportunities for all citizens by harnessing digital technologies. His vision is to empower every citizen with
access to digital services, knowledge and information. This Group will come up with policies and best practices
from around the world to make this vision of a digital India a reality.
The Digital India initiative has to pass through various hindrances and challenges to be fully potent and successful.
This paper thus elucidates various challenges faced by both domestic and from global investors and then recommend
suggestions to pave way for the successful implementation of an ambitious campaign launched with high hopes.

37
CHALLENGES, RECOMMENDATIONS & SUGGESTIONS
The Digital India campaign can’t be a successful campaign merely by implementation or by incentivizing industry.
For a hugely rewarding success, the campaign should move forward taking along other policies, amending
redundant laws, focusing on necessary infrastructure building etc. One such hindrance in the way of Digital India is
the first is the digital infrastructure, which requires to be put in place. For this the telecom infrastructure will form
the base. On top of this layer we need the IT infrastructure in the form of apps, software etc. The second set is
content that needs to be relevant to the citizens and address their real-time requirements. The third layer is capacity.
If this point is not taken proper care of then there would be clashes between the people in the rural areas and the
government which will result in delay in commencing the project which will ultimately defeat the Digital India
campaign’s spirit of quick and hassle free ease of doing business. If this government takes the agenda forward and
does not leave any of the constituent parts gasping for funds, the opportunities are huge for the country in general
and for willing participants in the IT sector as well! There is much to be done, from the creation of smart cities to the
comprehensive availability of broadband, from connectivity in education, healthcare, agriculture, and manufacturing
to a National Digital Literacy Mission (NDLM) that NasscomFoundation has already taken up with the Department
of Electronics & IT (DeitY).
As another recommendation, Prime Minister Sh. NarendraModi in his inimitable style touched all the right chords
in his speech, which included in its ambit the opportunities for access to better healthcare, education, and
information for better livelihood that is at the core of the digital opportunity. A lot will be expected from the national
broadband mission to lay the digital infrastructure on which many of these national applications can be mounted. In
the last couple of years, Nasscom Foundation with its ‘Follow the Fiber’ approach and the active partnership of
technology majors Intel, Google, and Microsoft has shown that village wide digital literacy is possible with
successful outcomes in three villages in different parts of the country. But also ensuring the implementation of the
same would be a step forward in making India a preferred destination with regard to connectivity. Lastly improving
the relations between the government and the corporate with regard tofavourabletaxation policies, quicker
clearances of projects, minimal interference and removal of inaccessibility problems is the need of the hour for
Digital India to bear fruits.
CONCLUSIONS
Digital India’ initiative is a refreshing move and quite the need of the hour for the weakened technological sector.
The Government of India hopes to achieve growth on multiple fronts with the Digital India Programme.
Specifically, the government aims to target nine 'Pillars of the Digital India' that they identify as being.
• Broadband Highways
• Universal Access to Mobile Connectivity
• Public Internet Access Programme
• e-Governance – Reforming Government through Technology
• eKranti - Electronic delivery of services
• Information for All
• Electronics Manufacturing
• Digital or IT for Jobs
• Early Harvest Programmes.
However, it requires to be rightly substantiated with amendments to various legislations that have for long hindered
the growth of Indian technology. India should focus more on developing domestically led connectivity, promoting
research and innovation-led development to establish itself strongly on the international stage as an economic
superpower and particularly a thriving technological hub.
REFERENCES
1. www.dqindia.com.
2. www.ncaer.org.
3. www.dnaindia.com
4. www.digitalindia.gov.in
5. www.crisil.com.

38
AN ANALYTICALSTUDY: RELEVANCE OF FINANCIALINCLUSION FOR DEVELOPING NATIONS
LOKESH KUMAR E
ABSTRACT
For developing nations the era is of inclusive growth and the key for inclusive growth is financial
inclusion.Financial inclusionor inclusive financing is the deliveryfinancial services, at affordable costs, to sections
of disadvantaged and low incomesegments of society. There have been many formidable
challengeinfinancialinclusionareasuch as bringing the gap between thesections of society that are financially
excluded within the ambit of the formal financial system, providing financial literacy and strengthening credit
delivery mechanisms so as to improvised the financialeconomic growth.A nation can grow economically and
socially if it’s weaker section can turn out to be financial independent. The paper highlights
basicfeaturesfinancialinclusion,
and itsneedfor social and economic development of the society. The study focuses on therole of financial inclusion,
in strengthening the India’s position in relation other countrieseconomy. For analysing such facts data for the study
has been gathered through secondary sources including report of RBI, NABARD, books on financial inclusion and
other articles written by eminent authors. After analysing the facts and figures it can be concluded that undoubtedly
financial inclusion is playing a catalytic role for the economic and social development of society but still there is a
long road ahead to achieve the desired outcome.
I.INTRODUCTION
Financial Inclusion is taken into account to be the core objective several|of the many} developing nations since from
last decadeas many analysis findings correlate the direct link between the money exclusion and also the economic
condition prevailing in developing nations.According to World Bank report “Financial inclusion, or broad access to
financial services, is outlined asan absence of value or non value barriers within the use of monetary services.” The
term money Inclusion has to be taken in an exceedingly relative dimension. reckoning on the stage of development,
the degree of monetary Inclusion differs among countries. It‟s been shocking indisputable fact that Republic of India
ranks second within the world in terms of financially excluded households once china .Forinclusivegrowth method
of economy the financial organization has conjointly provided high importance to the money inclusion.
OBJECTIVE OF STUDY
 To explore the need and significance of financial inclusion foreconomic and social development of society.
 To analyze thecurrent status of financial inclusion in Indian economy.
 To study the accessof rural people to bank branches and the number of ATM opened in those areas
 To study the progress of State Cooperative Banks in financial inclusion plan
NEED OF FINANCIAL INCLUSION
According to the United Nationsthe main goals of comprehensive finance are as follows:
1.Access at an affordable price of all households and enterprises to the vary of monetary services that they're
“bankable,” as well as savings, short and long credit, leasing and factorization, mortgages, insurance, pensions,
payments, native cash transfers and international remittances.
2.Sound establishments, target-hunting by applicable internal management systems, trade performance standards,
and performance observance by the market, further as by sound prudent regulation wherever needed
3.Financial and institutional property as a method of providing access to money services over time
4.Multiple suppliers of monetary services, where possible, therefore on bring price
-effective and a large style of alternatives to customers (which might embrace any variety of com

39
Research methodology is partly descriptive, partly exploratory and partly casual .For this study data and
information had been collected the help Books, Magazines, Newspapers, Research Articles, Research Journals, E-
Journals.
SCOPE OF STUDY
Survey Reports On Financial Inclusion
A financial inclusion surveywas conducted by World Bank team in India between AprilJune, 2011whichincluded
face to face interviews of 3,518 respondents. The sample excluded the north easternstates and remote
islargepresentingapproximately 10 per cent of the total adult population. The survey suggesting developing
countriesIndia lags behind in openingbank accounts, but is much closer to the globalaverage when it comes to
borrowing from formalinstitutions. In India, 35percent of people hadformal accounts versus the global average of
50per cent and the average of 41 per cent indeveloping economies ascan be seen from the table 1. The surveyalso
points to the slow growth of mobile money inIndia, where only 4 per cent of adults in the GlobalFindex sample
report having used mobile phone
in the past 12 months to pay bills or sender receivemoney keeping in view the goal of bringing bankingservices to
identified 74,414 villages with populationabove 2,000 by March 2012, and thereafterprogressively to all villages
over a period of time, the
Reserve Bank advised commercial banks that while.
FORTHCOMING PLAN OF BANKS FOR FINANCIALINCLUSION
The monetary institution bank banking concern banking company had suggested all public and personal sector
banks to organize and submit their board approved financial inclusion plans (FIPs) to be unrolled in three years from
Gregorian calendar month 2010 to March 2013. These FIPs contained self help targets in respect of gap of rural
brick and mortar branches, readying of business correspondents (BCs), coverage of unbanked villages through
varied modes, gap of nofrills accounts, Kisan Credit Cards (KCCs) and General Credit Cards (GCCs) to be issued
etc
In India, run batted in has initiated many measures to realize larger monetary
Inclusion, such as facilitating no frills accounts and GCCs for little deposits and credit. a number of these steps are:
1. gap of nofrills accountscount is with naught or terribly low minimum balance likewise as charges that build such
accounts accessible to immense sections of the population. Banks are suggested to produce tiny overdrafts in such
accounts.
2. Relaxation on know-your-customer (KYC) norms
KYC necessities for gap bank accounts were relaxed for little accounts in August 2005, thereby simplifying
procedures by stipulating that introduction by Associate in Nursing account holder World Health Organization has
been subjected to the total KYC drill would sufficefor gap such accounts. The banks were additionally permissible
to require any proof on the identity and address of the client to their satisfaction. it's currently been more relaxed to
incorporate the letters issued by the distinctive Identification Authority of Bharat containing details of name, address
and Aadhaar range.
3.Use of technology:Recognizing that technology has the potential to deal with the problems of stretch and credit
delivery in rural and remote areas during a viable manner,banks are suggested to create effective use of data and
engineering (ICT), to produce doorsill banking services through the BC the limit sanctioned.
4. Simplified branch authorization
To address the problem of uneven unfold of bank branches, in Gregorian calendar month
2009, domestic scheduled business banks were permissible to freely open branches in tier III to tier VI centres with
a population of but fifty,000 below general permission, subject to coverage. within the north-eastern states and
geographical area, domestic scheduled business banks will currently open branches in rural,semi-urban and
concrete centres while not the requirement to require permission from run batted in in eachcase, subject to coverage.

40
5. Gap of branches in unbanked rural centres
To more intensify the gap of branches in rural areas therefore on improve banking penetration and monetary
inclusion quickly, the requirement for the gap of a lot of bricks and mortar branches, besides the utilization of BCs,
was felt. consequently, banks are mandated within the Gregorian calendar month financial policy statement to
portion a minimum of twenty fifth of the entire range of branchesto be opened throughout a year to unbanked rural
centres.
6.Engaging business correspondents (BCs):InJanuary 2006, run batted in permissible banks to interact business
facilitators (BFs) and BCs as intermediaries for providing monetary and banking services. The BC model
allows banks to produce doorsill delivery of services, particularly money incash out transactions, so addressing the
lastmile drawback. The list of eligible people and entities which will be engaged as BCs is being widened from time
to time. With impact from Gregorian calendar month 2010, forprofit corporations have additionally been allowed to
be engaged as BCs.
CONCLUSION
For standing out on a global platform India has to look upon the inclusive growth and financial inclusion is the key
for inclusive growth .There is a long way to go for the financial include
pooraccordingK.C.ChakrabartyRBIDeputyGovernor.“Even today the fact remains thatnearly half of the Indian
population doesn‟t have access to formal financial services and are largely dependent on money lenders”. Mere
opening of no
-frill bank accounts is not the purpose or the end of financial inclusion while formal
financial institutions must gain the trust and goodwill of the poor through developing strong linkages with
communitybased financial ventures and cooperative. Financial Inclusion has not yielded the desired results and there
is long road ahead but no doubt it is playing a significant role and is working on the positive side
REERENCES
 DrChakrabarty KC, DG, RBI. Keynote address on “Furthering Financial Inclusion through Financial Literacy
and Credit Counselling”.
 AsliDemirgucKunt and Klapper, L. (2012): „Measuring Financial Inclusion‟,
 Policy Research Working Paper, 6025, World Bank,April
 Reserve Bank of India (2006a), “Financial Inclusion and Millennium Development
 Goals”, Address by UshaThorat, Deputy Governor of the Reserve Bank of India, January 16, available
athttp://www.rbi.org.in.
 Reserve Bank of India (2006b), “Economic Growth, Financial Deepening and Financial Inclusion”, Speech by
Rakesh Mohan, DeputyGovernor of the Reserve Bank of India, November 20, available at ttp://www.rbi.org.in.
 Reaching Out: Access to and use of banking services across countries, Thorsten Beck, AsliDemirguc-Kunt and
Maria Soledad Martinez Peria, World Bank Policy Research, WPS 3754, World Bank, 2005 #
 -As per Trends and Progress of Banking in India, RBI, 200607 (Appendix Table III.35) , end March 2007, there
were 27,088 ATMs of Scheduled Commercial Banks in Ind

41
SMART CITIES OPPORTUNITIES AND CHALLENGES
PRIYA R
Abstract:
The concept of smart city was born to provide improved quality of life to citizens. The key idea is to
integrate information system services of each domain, such as health, education, transportation, power grid etc., of
the city to provide public services to citizens efficiently and ubiquitously. These expectations induce massive
challenges and requirements. This research is aimed to highlight key ICT (Information and Communication
Technology) challenges related to adaptation of smart city. Realizing the significance of effective data collection,
storage, retrieval, and efficient network resource provisioning, the research proposes a high level architecture for
smart city. The proposed framework is based on a hierarchical model of data storage and defines how different
stakeholders will be communicating and offering services to citizens. The architecture facilitates step by step
implementation towards a smart city, integrating services, as they are developed in a timely manner.
Keywords: Smart city; Data management; urban technology; socio-technical systems; smart city architecture
I. INTRODUCTION
Smart city brings enormous opportunities and exciting challenges. In general, a metropolitan area can be
considered as smart when city operations and services such as healthcare, education, transport, parking, and
electricity grid are supported through ICT infrastructure in order to facilitate efficiency and ease of operation. Some
valid examples of such services would be looking for a job, applying for a driver‘s license, buying of car and
property, change of the address, request for a passport, start of a new business, reporting of a crime, declaration of
income taxes, seeking health services, and so on. All such services require execution of several services under an
orchestrated coordination. The smart city design must be citizen-centric. Despite the complexity of the city's
systems, the architecture must bring benefits to the people regardless of their ICT abilities.
The primary goals of the smart city include, offering digital means for supporting social needs in all daily
transactions, to adapt the citizens to the notion of the information society and to collect information from the public
departments and citizens in order to support sustainable growth of the city. Above all, development of smart city
will give way to implementation of a citizen-centered public administration, where corruption phenomena and time-
consuming bureaucratic procedures.
Smart city has been actively studied and researchers have come up with different definitions, frameworks, and
implementations of smart city. The key objective of almost all the research is to present a strategy to mitigate the
problems generated by the urban population growth by using information and communication technology. Cities and
megacities generate new kinds of problems. Difficulty in waste management, scarcity of resources, air pollution,
human health concerns, traffic congestions, electricity generation, distribution, and billing, and inadequate,
deteriorating, and aging infrastructures are among the more basic technical, physical, and material problems. Many
cities have taken the initiative in this direction and more work is in progress. In this above context, a smart city
system can be considered as a massive information system comprising of several smaller but efficient subsystems
that may be connected with each other. Each of these subsystems requires efficient and enhanced capabilities to
handle components for data storage, information retrieval, networking, and communication.
There are numerous challenges in realization of a city that monitors and integrates all of the city
infrastructure and services to leverage the collective intelligence. From technical infrastructure, that needs to be put
in place, to adaption of system by citizens various technical and non-technical obstacles are to be dealt with. For
example, smart transport management system has immense potential to improve road safety and reduce traffic
congestions. However, the system may require new types of networks such as Vehicular AdHoc network (VANETs)
to facilitate the communication between vehicles. The purpose of this paper is to highlight key challenges related to
information system management in smart cities and to propose a model to address these challenges. For instance, for
a smart city, networking infrastructure should support extensive monitoring and comprehensive data collection.
Further, efficient means of data storage and retrieval are also needed. A critical requirement for smart city is to make
the relevant data available for applications in order to materialize the idea of smart city. This induces additional
requirements of availability, scalability, security, and privacy. Our proposed model focuses on efficient storage and
distribution of data in order to facilitate different operations of smart city.The model consists of hierarchical storage
with distributed zones of data, which allows rapid and autonomous processing of data and permits instant decision
making. The hierarchal model is also beneficial in providing data redundancy and reduces network latency. The
hierarchal model also compliments service-oriented architecture, which restricts access to data and enhances and

42
privacy. The zonal model provides access to data for development of third party applications which may
subsequently lead to smart city app store.
II. RELATED WORK
The proposes centralized operational platform for smart city. He proposes pyramid like conceptual
development pyramid with smart infrastructure at the bottom, followed by smart database resources, smart building
management, smart interface and smart city at the top. The primary background of this research is to provide a
single management system for the collective processing and management across multiple sub-systems, applications
and controllers. The GIS automation platform is used for administering and maintaining the assets. Cisco, IBM, HP,
and other global information and communications technology (ICT) players have launched their own smart planet
and smart city initiatives. The smart city market is estimated to be hundreds of billions of dollars by 2020, with
annual spending reaching nearly $16 billion. Harrison , proposes a three layer architecture for smart city, an
instrumented layer, interconnected layer and intelligent layer. Instrumentation enables the capture and integration of
live real-world data through the use of sensors. The activities found at this level can measure water quality, collect
electrical meter readings for a grid, or provide building measurements to determine its energy usage. Interconnected
layer also called middle layer integrates the data collected at instrumented layer and maps various inputs into events
of interest. This layer incorporates the data into an enterprise computing platform and the communication of such
information among the various city services. The intelligent layer processes relevant city data in a broader context to
identify city-relevant events that need to be analyzed or acted upon. A service-oriented architecture (SOA)-based
model, along with existing applications and management systems, is used to transform data and perform analysis.
Motivated by the limitations of current internet architecture highlighted by Future Internet Assembly proposes the
smart city platform based on the emerging Named Data Networking (NDN) network paradigm. The service platform
proposed in this work is built on two levels: the service layer and the technology layer, both interacting through a
NDN interface. For service provisioning, three consecutive phases are conceived
(1) the Discovering phase,
(2) the Security Initialization phase, and
(3) the Service Usage phase.
Dirks and Keeling suggested that cities are based on six core systems comprising different infrastructures
related to their key function that is people, business, transport, communication, water and energy. Peoples system
includes public safety, health and education while businesssystem refers to the environment that businesses face in
terms of policy and regulation. All six systems together form systems of systems. Anthopoulos and
Tsoukalasproposes a multi-tier generic architecture which can describe all the types of attributes needed to support
the smart city context. This generic architecture contains the four layers. User Layer that consists of all e-service
end-users and stakeholders of a smart city, Service Layer incorporates all the particular e-services being offered by
the smart city, Infrastructure Layer contains network, information systems and other facilities, which contribute to e-
service deployment and Information Layer presents all the information, which is required, produced and collected in
the smart city. Doran has developed a smart city model describing the three main components that the smart city
system aims to Integrate economic component, environment component and social component. Economic
component includes public administration and economic actors. It covers governance models, urban regeneration,
open data, big data, bandwidth, mobility, cloud computing, security, business intelligence, etc. Environmental
component includes resources and managerial infrastructures. It covers water, air, energy and waste management,
public and alternative transportation, geographical information, green buildings, green spaces, smart growth, climate
change measurement, etc. Social component includes citizens. It covers community life, urban mediation,
participatory democracy, social innovation, human-scale cities, civic participation, proximity services, etc.
III. KEY CHALLENGES
Smart city being a gigantic information system, comprising sub information systems, bring enormous
challenges. Smart city initiatives are fundamentally based on ICT. The latest developments in cloud computing,
Internet of Things, open data, semantic web, and future internettechnologies will be leading technologies to enable
smart city development. These technologies can altogether provide infrastructure, applications and turn-key
solutions for offering various services. ICT has immense potential to enhance the management and functioning of a
city which in turn will benefit citizens. However, all these technologies have their inherent challenges and
limitations. Combining all these technologies to form a complex system, like smart city, will magnify the amplitude
of many long-standing challenges.

43
IV. PROPOSED ARCHITECTURE FOR SMART CITY
ICT infrastructure forms the foundationof a smart city. It is the fundamental layer on which all other
components rely. ICT infrastructure comprises high speed wired and wireless network connectivity, high end data
centers, physical space enrichment with smart devices, sensors, actuators and much more. E-governance layer
facilitates the development of strategic connections between various departments of public sector organization. This
layer formulates the policies, rules and legislations to improve the performance of government organizations and
offer potential benefits to citizens. Depending upon the infrastructure and policies formulated at e-governance layer,
various public services will be offered to citizens and other stake holders, in an efficient and effective manner,
ubiquitously.
Traditionally, the city departments have been functioning independently, sharing limited information with other
departments in overall city. ICT technologies and infrastructure that are in place in departments only focuses on its
on operation. This setup creates lot of chaos and delays the process in implementing or executing a service. Citizens
face hardships where information from multiple departments is required. Similarly, in case of disaster, reaction time
of departments where mutual communication and coordination is required gets way slower. Resource planning on
the basis of real time data is not possible.
V. PROPOSED MODEL AND CHALLENGES:
IT infrastructure and cost challenges include acquiring and laying down enormous network
infrastructure (Wired and wireless, bandwidth, connectivity), Smart devices, sensors, kiosks, Wi-Fi hotspots and
much more. The proposed model enables Zone wise implementation of each public service which does not require
entire infrastructure at once. Nevertheless, this does not bring down the requirement of IT infrastructure but
facilitates in moving steadily towards a smarter city. Smart city architecture is characterized by Heterogeneity of
networks, applications, devices, platforms etc. The proposed model is based on Service Oriented Architecture.
Exposing data services as web services can make information accessible to a wide variety of clients. Architectural
scalability and availability must be an intrinsic characteristic of smart city system where data processing,
management and analytics requirements may increase by leaps and bounds. These critical systems cannot afford
downtime and requires very high availability. The proposed model supports both horizontal and vertical scalability.
Horizontal scalability means that more and more public services can be plugged in easily. Zone wise implementation
of each public service provides vertical scalability ensuring Quality of Service(QoS) at zone level. Security and
privacy are inherent challenges; the proposed model recommends exposing data as web service.WS-Security is
particularly useful because it provides encryption-based, message-level security data. In the proposed model, each
public service is running its own data center at zone level.
VI. CONCLUSION
The paper presents a four layer view of a smart city. Requirements and challenges in realizing a smart
city are presented. Hierarchical data management architecture is proposed that facilitates distributed data
management at zone level enhancing efficiency, availability and scalability of services. Service oriented nature of
the proposed architecture conforms to the heterogeneous environment of smart city. The Open data model for smart
city will give way to researchers and free-lance programmers to contribute to smart city app development leading to
smart city app store. E-governance layer is also one of the fundamental layers of smart city but this research deals
mostly with the technicalities of smart city architecture. The socio-techno challenges like accessibility, digital
divide, Adaptability etc. are not addressed by the proposed model.
VII. REFERENCE
1. https://www.mapsofindia.com/government-of-india/make-in-india.html?
2. http://citeseerx.ist.psd.edu/viewsdoc/download?
3. http://unctad.org/meetings/en/sessionaldocuments/CSTD_2015_issuespaper_theme1_smartcitiesandinfra_en.pdf

44
A STUDY ON IMPACT OF GST ON COMMON MAN
MUTHU R
ABSTRACT
GST additionally referred to as product and repair tax. Product Services law in Republic of India may be a
comprehensive, multi-stage, destination-based tax which will be levied on each worth addition. Over a hundred and
fifty country enforced GST to date. It’ll embody several state and central level indirect taxes. You may bring
uniform taxation across the country and permit full diminution from the acquisition of inputs and capital product
which may later be depart against GST output liability. This reform offers equal footing to the large enterprises yet
as SMEs. The aim of GST is so to modify tax hurdles for the complete economy.
I - INTRODUCTION
Most countries have a unified GST system. But Republic of India is opted for a twin GST system prevailing in
Brazil and North American country. Underneath this Model each the centre and states have the correct to levy and
collect tax on the sale of products and repair. It’s one tax on the availability of products and services, right from the
manufacturer to the buyer. It’ll replace the present taxes of excise, VAT and repair taxes can bring uniform taxation
across the country and permit full diminution from the acquisition of inputs and capital product which may later be
depart against GST output liability. This reform offers equal footing to the large enterprises yet as SMEs. The aim of
GST is so to modify tax hurdles for the complete economy.
II - REVIEW LITERATURE
 Ehtisham Ahmed and Satyr Poddar (2009)3 studied, “Goods and Service Tax Reforms and Intergovernmental
Consideration in India” and found that GST introduction will provide simplier and transparent tax system with
increase in output and productivity of economy in India. But the benefits of GST are critically dependent on
rational design of GST.
 Dr. R. Vasanthagopal (2011)2studied,“GST in India: A Big Leap in the Indirect Taxation System” and
concluded that switching to seamless GST from current complicated indirect tax system in India will be a
positive step in booming Indian economy. Success of GST will lead to its acceptance by more than 130
countries in world and a new preferred form of indirect tax system in Asia also.
 AgogoMawuli (May 2014)1 studied, “Goods and Service Tax-An Appraisal” and found that GST is not good
for low-income countries and does not provide broad based growth to poor countries. If still these countries
want to implement GSTthen the rate of GST should be less than 10% for growth.
III- OBJECTIVES OF THE STUDY
 To enquire the impact of GST once its implementation.
 To find out distinction between gift indirect taxes and GST.
 To know the conception of GST.
 To compare current rate with GST rate.
 To study the Impact of GST on somebody.
 To evaluate the challenges of GST.
IV- WHY GST NEED
GST can break the sophisticated structure of separate central and state taxes which frequently overlap with one
another to make a consistent taxation, central nuisance tax, worth more tax (VAT) and can get replaced by one
taxation. The state can still have a say in taxation, because the variety of taxes are going to be reduced to 3 with
Central GST, State GST and Integrated GST for inter-state dealings.
V- BENEFITS OF COMMON MAN
Uniformity in Computing Taxes for product and Service:
GST can cause the elimination of multiple excise, CST, VAT, service tax calculations.
Elimination of Double Taxation
Double taxation means that the buyer pays tax on Associate in Nursing item, on that already government has
collected tax from the manufacturer underneath another head.
More clear evaluation

45
Currently hidden taxes really push up the taxes on a majority of products to anyplace within the twenty seventh to
thirty second vary. however with GST coming back in, the sharp tax variety is projected to be abundant lesser but
the quantity has not been finalized nevertheless.
More income
In the shorter term, shoppers can pay less taxes on product and services and thereby have additional income.
Aiding value Growth
The center and state will earn additional tax from the GST rollout, which can aid in value growth (according to most
analysis reports Associate in Nursing estimate 1-2%) over following three to five years.
VI- POSITIVE IMPACT OF GST ON THE COMMON MAN
 A unified legal system removing a bundle of indirect taxes.
 Removes cascading result of taxes
 Manufacturing prices are going to be reduced, thence costs of trade goods probably to return down.
 Reduced prices means that some product like cars, FMCG etc. can become cheaper.
 Lower costs can increase demand/consumption.
 Increased demand can cause increase offer. Hence, rise in production of products.
VII- NEGATIVE IMPACT OF GST ON THE COMMON MAN
 Service can become pricey e.g. telecom, banking airline, etc
 It shall take appreciable time perceive its implications.
 GST is that the long-run strategy and also the real impact are often seen in long-standing time solely.
 Increased value of services means that, Associate in Nursing add on to your monthly expenses.
 You ought to schedule your budgets in grips the extra services value.
 Businessmen and repair suppliers area unit still learning regarding the new laws.
VIII- SCOPE OF THE STUDY
GST shall cowl all product and services, except alcoholic liquor for human consumption, for the levy of products
and services tax. Just in case of oil and oil product, it's been as long as these product shall not be subject to the levy
of products and Services Tax until a date notified on the advice of the products and Services Tax Council.
All product and services area unit coated underneath GST Regime except Alcoholic liquor for Human Consumption,
Tobacco product subject to levy of GST and Centre may levy excise duty
GST Council nevertheless to determine the incidence and levy of GST on following;
a) Crude oil b) High Speed Diesel (HSD) c) Motor Spirit (Petrol) d) Fossil fuel e) Aviation rotary engine Fuel
XI- CONCLUSION:
Goods and Services Tax are going to be a awfully noteworthy step within the field of revenue enhancement reforms
in Republic of India. By merging an outsized variety of Central and State taxes into one tax, GST is anticipated to
considerably ease double taxation and create taxation overall simple for the industries. For the tip client, the
foremost useful are going to be in terms of reduction within the overall tax burden on product and services. GST will
create Indian product competitive within the domestic and international markets. Last however not least, the GST,
thanks to its clear character, are going to be easier to administer. Once enforced, the projected taxation system holds
nice promise in terms of sustaining growth for the Indian economy.
X- REFERENCES:
1. Kumar Nit in. product and Services Tax in India: the way Forward. world Journal of Multidisciplinary Studies,
2014; 3(6):216-225
2. CA rule Kumar &S.Adukia, A Study On projected product And Services Tax [GST] Framework In Republic
of India, pp., 1- 61, 2009.
3. HasmukhAdhia and Arvind Subramanian, One India, One Market, the Hindu, July 19, 2016.
4. Garish Gag, (2014), “Basic ideas and options of fine and repair Tax in India”.

46
A STUDY ON IMPACTS OF SOCIAL MEDIA AMONG THE YOUTH ON BEHAVIOR
CHANGE
YUVARAJ S
ABSTRACT
New data Technology (IT) is sort of everyplace and has dramatically altered the method we have a tendency to live.
These tools became valued components of life in African country just as a result of they opened several doors to
youth and allowed them to move freely and markedly in contrast to at the other time in history. In Kenya, school and
university campuses are hit by new generations of youth coming back from high faculties with quite an good data
regarding data technology and the way to use its tools, particularly cellular phones and Computers.
I - INTRODUCTION
This analysis examines the problems of the relation between social media and its impact on behavior amendment of
the youth. Today, messages will reach audiences and target teams in real time and that they will generate changes
and tendencies. Crowds are getting a lot of powerful through technology, as a result of technology has the flexibility
to unite them.
This analysis can verify what these social media area unit. What area unit their use within the lives of the University
students and their implications on their behavior. New data Technology (IT) is sort of everyplace and has
dramatically altered the method we have a tendency to live. These tools became valued components of life in
African country just as a result of they opened several doors to youth and allowed them to move freely and markedly
in contrast to at the other time in history.
II - REVIEW LITERATURE
It is evident that there exists a relation between social media and their impact on the youth‘s amendment in behavior.
Consequently, messages will reach audiences and target teams in real time and that they will generate changes and
tendencies. Today, young generations get older having nice contact with totally different forms of social media.
{they area unit they’re} simply effort ―digital literacy‖ and board a digital world to that adults are solely
‗naturalized citizens‘Tapscott (1998) talks of growing up during a digital surroundings touching on the youth
because the ―Net Generation. Youngster’s area unit socialization during a hybrid virtual house, learning in
innovative ways in which, making a brand new language and active philosophical system values (Tappscott, 1998).
The most characteristics of the ―N-Gen‖ culture are: independence, emotional and intellectual openness, inclusion,
free expression and robust views, innovative, preoccupation with maturity, pleasure by the investigation,
immediacy, and sensitivity to company interest, authentication, and trust. (Tap Scott, 1998 pp. 62-69).
Survey results counsel that gaps between folks and youngsters happens in numerous ways: net experience,
awareness of risk, acknowledgement of domestic laws in situ, and in what folks believe their youngsters do versus
what they're really doing (Livingstone and Buber, 2005). Anxieties regarding the security, health and balanced use
of social media will be classified in 3 main groups: worries regarding the exposition to unwanted material, on-line
victimization and also the follow of dangerous on-line behaviors.
III - GOAL AND OBJECTIVES OF THE STUDY
GOAL: The goal of this analysis is to handle the impact and implications of social media on the Krishnagiri youth
particularly those in on the method they're victimization these medium and also the consequences of that use on their
behavior.
1. To see however the youth in Krishnagiri use social media in their daily lives
2. To see if the youth in Krishnagiri like social media as means that of communication as against ancient
strategies.
3. To search out the impacts social media has on behavior changes among the Krishnagirin youths.
4. To see the risks that comes with use of social media on the Krishnagirin youth.
IV - STATEMENT OF THE PROBLEM
This study can attempt to verify the impact that social media has on the youth‘s behavior. Technology has several
positive aspects however, within the wrong hands, it will become dangerous. For the adolescents its experiments to
try to to what they feel is nice or exciting to them and also the friends and at constant time avoid adult oversight.
explorer (2008) opines that for teenagers, the web realm is also adopted sky-high as a result of it represents

47
their‘space, visible to the contemporaries over to adult police work, AN exciting however comparatively safe chance
to conduct the social psychological task of adolescence – to construct, experiment with and gift a reflexive project of
the self during a social context, as well as, for some, for flouting communicative norms and alternative risk-taking
behaviors.
V - SCOPE OF THE STUDY
The study seeks to search out the impacts of social media among the youth on behavior amendment. Whereas the
study acknowledges that new interactive technologies have impacts on alternative age teams outside the youth
bracket, and per se this study can limit itself solely to the youths in Krishnagiri. The study can focus itself solely 5
universities that area unit based mostly around national capital central city district, as against alternative
establishments outside the expressed realm of orientation or geographical boundary.
VI - INTERACTIVITY AND ALSO THE NEW MEDIA
 The convergence of latest strategies of communication with new technologies shifts the model of mass
communication, and radically reshapes the ways in which we have a tendency to move and communicate with
each other.
 It is also viable within the Operation of ancient media. Within the middle Nineteen Nineties, filmmakers started
victimization cheap digital cameras to form. it had been conjointly the time once moving image technology had
developed, that was able to be viewed on pc desktops fully motion.
VII - SOCIAL MEDIA AND ALSO THE YOUTH
 There has been a virtual explosion of the employment of technology in creating social connections. this is often
significantly the case for adolescents. As early as grammar school, several students area unit carrying cell phones.
With prepared access to the net and transportable technology, social networking has become a development of
new proportions and is increasing the conception of a social network.
 Socially interactive technologies (SITs), like instant electronic messaging electronic communication} and text
messaging, area unit commencing to redefine the social networks of today‘s youth. By providing fast, cheap, on-
line communication, SITs eighteen leave new on-line youth social networks to create and evolve.
THE FUTURE OF SOCIAL MEDIA
 As new media become embedded and indispensable throughout society, culture, and also the economy, maybe the
most important challenge to new media studies are the requirement to shift off from thinking of ICTs as
extraordinary, and to simply accept and study them as traditional or banal‘.
 To try to to thus needs a higher balance between micro- and macro-level analysis, during which each individual
expertise and whole-society/institutional influences area unit brought along to provide a lot of strong accounts of
the role and significance of latest media in society.
 What has created new media new‘– the continued method of technological and cultural adaptation, reinvention,
and Recombination – remains going sturdy, however users‘expectations of stability and responsibility area unit
probably to steer within the short term to a lot of regulation, standardization, institutionalization, and
centralization of management.
CONCLUSION OF THE STUDY
In view of the on top of outline, it had been evident that social media compete a serious role on behavior amendment
of the respondents. The youths largely used social media for communication between their friends and families. the
actual fact that social media is an element of them particularly having been born during this era of rising technology,
most felt that they may not do while not it. They trusted it for varied positive things like analysis and contacts with
recent friends and older the loop of what was happening either in their circles, across the nation or internationally.
REFERENCES
1. Amanda L., Paul H., Mary M. (July 27, 2005). Teens and Technology.Retrieved from
http://www.pewinternet.org/reports/2005/teens-and-technology.
2. Berson, I. R., & Berson, M. J. (2005). Difficult on-line Behaviors of Youth: Findings from a
Comparative Analysis of Young Peoplein the us and New Zeal
3. Brown, D. (2006). Validity Testing in Language Programs.Higher Saddle River. Initiate Hall.
4. Bryan, A. (1990). Amount and quality in social analysis. London: Unwin.

48
GREEN MARKETING IN INDIA
RAGHAVENDRAN R
ABSTRACT:
Increasing awareness on the assorted environmental issues has crystal rectifier a shift within the manner customers
set about their life. There has been a modification in shopper attitudes towards a inexperienced fashion. Folks square
measure actively making an attempt to scale back their impact on the setting. However, this is often not widespread
and remains evolving. Organizations and business but have seen this transformation in shopper attitudes and are
attempting to achieve a position within the competitive market by exploiting the potential within the inexperienced
market trade,within the era of globalisation, it's become a challenge to stay the customers in fold and even keep our
natural setting safe which is that the biggest want of the time.
Green selling could be a development that has developed specific importance within the fashionable market and has
emerged as a very important thought in Republic of India as in different components of the developing and
developed world, and is seen as a very important strategy of facilitating property development. During this analysis
paper, main stress has been product of thought, want and importance of inexperienced selling.
Data has collected from multiple sources of proof, additionally to books, journals, websites and newspapers. It
explores the most problems in adoption of inexperienced selling practices. The paper describes this situation of
Indian market and explores the challenges have with inexperienced selling. Keywords: inexperienced selling,
setting, ancient selling, Consumer, Marketer.
I. INTRODUCTION
First of all, setting and environmental issues, one among the rationale why the inexperienced selling
emerged. Consistent with the yank selling association, inexperienced selling is that the selling of merchandise that
square measure possible to be environmentally safe. so inexperienced selling incorporates a broad vary of activities,
as well as product modification, changes to the assembly method, packaging changes, furthermore as modifying
advertising. inexperienced selling refers to holistic selling thought whereby the merchandise, selling consumption on
disposal of merchandise and services happen in a very manner that is less prejudicious to the setting with growing
awareness regarding the implications of world warming, non-biodegradable solid waste, harmful impact of
pollutants etc., each marketers and customers have become progressively sensitive to the necessity for switch into
inexperienced merchandise and services.
EVOLUTION OF GREEN MARKETING
Green selling term was 1st mentioned in a very seminar on ―Ecological selling‖ organized by yank
Marketing Association (AMA) in 1975 and took its place within the literature. The term inexperienced selling came
into prominence within the late Eighties and early Nineties.the primary wave of inexperienced selling occurred
within the Eighties. The tangible milestone for the primary wave of inexperienced selling came within the sort of
printed books, each of that were referred to as inexperienced selling. They were by Ken Pattie (1992) within the uk
and by Jacquelyn Ottman (1993) within the us of America. consistent with Peattie (2001), the evolution of
inexperienced selling has 3 phases.
First part was termed as "Ecological" inexperienced selling, and through this era all selling activities were involved
to assist environmental issues and supply remedies for environmental issues.
Second part was "Environmental" inexperienced selling and therefore the focus shifted on clean technology that
concerned coming up with of innovative new merchandise, that pay attention of pollution and waste problems.
Third part was "Sustainable" inexperienced selling. It came into prominence within the late Nineties and early
2000concerned with developing sensible quality merchandise which might meet customers want by specializing in
the standard, performance, rating and convenience in an setting friendly manner.
II REVIEW OF LITERATURE
Kilbourne, W.E. (1998) mentioned the failure of inexperienced selling to maneuver on the far side the restrictions of
the prevailing paradigm. The author known areas that has to be examined for his or her impact within the
marketing/environment relationship, particularly economic, political and technological dimensions of the cultural
frame of reference.

49
Prothero, A. (1998) introduced many papers mentioned within the Gregorian calendar month 1998 issue of 'Journal
of selling of promoting Management' specializing in inexperienced marketing. This enclosed a citation of the
necessity to review existing literature on inexperienced selling, AN empirical study of us and Australian selling
managers, an outline of what a inexperienced alliance seem like in observe in nice United Kingdom of Great Britain
and Northern Ireland, tourism and definitions of inexperienced selling.
STATEMENT OF THE PROMBLEM
Now a days awareness on inexperienced product by the folks has and inflated that shows the importance of
inexperienced product. It is not solely as a result of awareness; it is additionally as a result of the dangerous impact
on health of humanity. Artificial fertilizers, manures and pesticides produce drawback even to the extent of cancer.
Understanding the impact of non-organic product and commenced victimization or adopting inexperienced product
for normal consumption. The investigator shows interest on the positive impact on green organic merchandise. Thus,
this specific study has been administrated.
III. OBJECTIVES OF THE STUDY
1. To understand the thought of inexperienced selling.
2. To spot the importance and want of inexperienced selling.
3. To review the challenges and prospects of inexperienced selling.
4. To review the opportunities on the market to inexperienced marketers
5. To spot challenges before inexperienced marketers.
IV SCOPE OF THE STUDY
Green selling is not simply setting merchandise supported their environmental advantages, however it's a wider
thought. Inexperienced selling involves developing merchandise and packages that square measure setting friendly
or less harmful to the setting. It includes several areas starting from conservation to regulate of pollution. Firms
ought to create each attainable effort to undertake analysis and development so as to return up with eco-friendly
merchandise within the interest of the customers well being above all which of society's generally.
V. NEED OF THE STUDY
Green selling has currently evolved jointly of the main space of interest for marketers because it might offer
competitive blessings. but it needs investment in terms of technology improvement, method modification, human
activity advantages to customers etc. several of the businesses in green marketing of India have currently started
selling themselves as inexperienced organizations owing to sure government laws and shift within the preference of
the customers worldwide. However, not a lot of analysis with reference to inexperienced selling has been tired
Republic of India and there is question regarding the notice of inexperienced merchandise among customers. The
angle of Indian customers towards inexperienced merchandise and therefore the relationship between the angle and
behavior is additionally questionable. As inexperienced selling is totally different from the selling in ancient manner,
marketers got to recognize the factors that persuade the patron to shop for the inexperienced merchandise. This
study aims to resolve the analysis question that what factors influence the patron persuasion to shop for the
inexperienced product or not.
VI. RESEARCH METHODOLOGY
The information was collected from totally different websites and analysis papers and is secondary in nature. It is a
review primarily based study aims at investigation the inexperienced selling in green marketing in India.
VII. DICUSSION/THEORTICAL BACKGROUND
The main objective of this paper was to see the study of inexperienced selling and it is property on the setting and
firms furthermore because the tools and of inexperienced selling. Moreover, this paper additionally focuses on the
behavior of customers and stigmatization to draw in additional customers. This finding is vital as a result of the
earth’s resources square measure bit by bit depleting and earth is obtaining additional and additional contaminated.
The corporate will positively cut back prices and impress a positive image on the customers. The places that
distribute inexperienced merchandise need to be convenient to the customers. After all, company that adopting
inexperienced selling jointly of their strategy can advantages the firm.

50
VIII. FINDINGS
1.) To review the evolution of inexperienced selling awareness on green marketing in India generally.
2.) To critically study the forces initiating, implementing inexperienced selling practices.
3.) To review the assorted issues for implementing inexperienced selling practices.
4.) To evaluate however firms square measure implementing inexperienced selling practices.
IX CONCLUSION
Green selling could be a tool for safeguarding the setting for future generation. It is not planning to be a
straightforward thought. The firm has got to arrange then perform analysis to search out however possible it is
planning to be inexperienced selling has got to evolve since it is still at its infancy stage. Adoption of inexperienced
selling might not be straightforward within the short run, however within the long-term it will positively have a
positive impact on the firm. Inexperienced selling remains within the stage of childhood within the Indian firms.
Uncountable opportunities square measure on the market. Currently this is often the correct time to pick out
inexperienced selling globally. Go with forceful modification within the world of business if all nations will create
strict rules as a result of inexperienced selling is crucial to avoid wasting world from pollution. From the business
purpose of read as a result of an inventive vender is one United Nations agency not solely convinces the patron,
however additionally involves the patron in selling his product.
Green selling shouldn't be thought of as only one additional approach to selling, however has got to be pursued with
a lot of larger vigor, because it has an environmental and social dimension thereto. With the threat of world warming
looming massive, it is extraordinarily necessary that inexperienced selling becomes the norm instead of an exception
or simply a fashion. Utilization of paper, metals, plastics, etc., in a very safe and environmentally harmless manner
ought to become way more systematic and universal. It is to become the overall norm to use energy economical
lamps and different electrical product.
X. REFERENCES
1. Sharma D.D. (2008), ―Marketing Research: Principle Application & Cases N. Delhi, grand Turk Chand
& Sons
2. R. Shrikanth Et al, modern inexperienced marketing-brief relevance Indian situation, International journal of
scientific discipline and knowledge domain analysis, vol. I, Jan.2012.2638.
3. Dr.Sarawade W.K. abstract development of inexperienced selling in Republic of India, surpass journal of
engineering technology and management science, vol. I, June 2012.1-6.
4. K. Udaykiran, chance and challenges of inexperienced selling with special relevance Pune, International journal
of management and scientific discipline analysis, vol.I ,Oct. 2012.1824.
5. Rahul Singal Et al, inexperienced marketing: challenges and chance, International journal of innovation
Engineering and technology,vol II,Feb.2013.470-474.
6. http://www.managementparadise.com
7. http://www.businessworld.in
8. http://www.outlookindia.com
9. http://en.wikipedia.org
10. http://www.business-standard.com
11. http://www.encyclopedia.com.

51
Foreign Direct Investment (FDI) in Indian Retail Sector
SURESH KUMAR K
Abstract
Indian retail industry is one of the sunrise sectors with huge growth potential which is expanding and modernizing
rapidly. Indian retail one of the most sought after sectors that carry great potential for attracting Foreign Direct
Investment (FDI)as foreign investors are extremely eager on charisma(attractiveness) in Indian retail sector. Inspite
of the recent developments in retailing and its immense contribution to the economy, retailing continues to be the
least evolved industries and the growth of organized retailing in India has been much slower as compared to rest of
the world. Undoubtedly, this gloomy situation of the retail sector, despite the ongoing wave of incessant
liberalization and globalization, stems from the absence of an FDI encouraging policy in the Indian retail sector. The
issue of opening of retail sector for FDI is most controversial concern in recent time.
Introduction
A Foreign Direct Investment (FDI) is an investment in the form of a controlling ownership in a business in one
country by an entity based in another country. It is thus distinguished from foreign portfolio investment by a notion
of direct control. FDI is direct investment into production or business in a country by a company in another country,
either by buying a company in the target country or by expanding operations of an existing business in that country.
Foreign direct investment is done for many reasons including to take advantage of cheaper wages or for special
investment privileges such as tax exemptions offered by the country as an incentive to gain tariff-free access to the
markets of the country or the region. It can be a subsidiary, joint venture or merger or acquisition.
Harish Babu (2012) made a SWOT analysis for opening FDI in Indian retailing. The study is secondary source in
nature. Based on the data collected from 2002 to 2007, he concluded that consumers are always hungry for modern
ways of shopping. Indian retail sector is growing fast and its employment potential is growing fast too. The retail
scene is changing really fast. Retailers are rethinking their approaches towards the suppliers so that they can get the
best pricing strategies for them.
Manoj Kumar (2013) made an attempt to study the likely impact of FDI on Indian retail sector whether good or
bad, opportunities and challenges. It also analyzed the reason why foreign retailers are interested in India and their
prospects in India. The study concluded that the concept of FDI is a part of India’s economic future but the term
remains vague to many, despite the profound effects on the economy. FDI is also an advantage to the government as
the tax revenue collected can be used for infrastructure development which benefits the farmers and customers to a
large extent.
Mohan Guruswamy et al. (2005) clearly stake out a position against the entry of FDI into Retail. They argued that
FDI in retail given the current economic realities of India and the national failure to reorder the composition of the
GNP – might do more harm than good. It was implicit in this study that large form at retailing and the entry of FDI
will bring many good things with it, but we must also be cognizant of the harm it will also do. They also argued that
while large format retailing was inevitable one day we must not hasten it. The task right now is of transforming the
composition of the GNP and creating jobs so that the rush into self-employed retailing slows down
There is growing preference by rich and upper middle classes for shopping at modern organized retail stores, given
the convenience they offer such as shopping ambience, variety and a single point source of purchases. There is no
doubt that traditional retail has been performing a vital function in the economy and significant source of
employment. However, it suffers from huge inefficiencies as a result of which, it is in trouble. The challenges
currently faced by the Indian organized retail sector are various and these are stopping the Indian retail industry
from reaching its full potential. Retailers have got many opportunities to make most of the retailing business by
adopting some strategies to eliminate problems as well as to suit the customers’ requirements.
1. To study current organized retail industry in India.
2.To know various product categories sold in organized retail stores .
3.To study various challenges for current retail industry.

52
4.To determine various opportunities for the retail industry.
5.To study impact on unorganized retailers due to modern retail formats.
Scope of the study
The current scope covers strategies and policies in modern organized retail stores and does not consider non store
retailing or e-tailing. The analytical scope covers fulfillment of objectives set for the study. The functional scope
covers meaningful suggestions for the organized retail industry.
Need of FDI in Indian Retail
 Increasing financial resources for development
 Boost export competitiveness
 Generate employment and strengthening the skill base
 Protecting the environment to fulfill commitment towards social responsibility
 Enhancing technological capabilities through transfer, diffusion (spreading) and generation.
Methodology
The whole paper is based on descriptive arguments, statistical data, comparative study and analytical logic
developed through the understandings from various research papers, reports, journals, books, newspapers,
conference proceedings, Government reports and websites.
Methods of Data Collection
Secondary Data
Secondary data was collected through documentary research method. The secondary data is mainly related with
theoretical aspects, emerging trends of retailing and various concepts the study.
Information is obtained from various sources like-
 Books
 Journals and Periodicals
 Newspapers and Magazines
 Internet
Foreign Direct Investment (FDI) In Indian Scenario
FDI is an important tool in the economic development of the nation. Contribution of FDI through financial
resources, technology and innovative techniques raises overall productivity of diverse sectors of economy. If
properly navigated, it also acts as a catalyst for development of sectors such as agriculture, manufacturing, service,
SME and many more. Indian retail sector is one of the most sought after sectors that carry great potential for
attracting FDI. The recent decision of Indian Government of opening up the sector for FDI in single and multi-brand
retail has stirred up the heat with intense agitation (trouble) activities witnessed all over India. The whole issue
needs dispassionate review from all -Intelligentsia , corporate world as well as from Government so that Indian retail
sector benefits in its onward march of progress.
Retail in Indian Scenario
The retail sector is the backbone of any economy, determining its growth trajectory (line) in a big way. India is
Asias largest retail market after China and Japan and retail is one of the largest employers in India. The sector has
evolved dramatically from traditional village fairs, street hawkers to resplendent malls and plush outlets, growing
from strength to strength. The retail sector in India includes a variety of product lines like food retailers, health,
beauty products, clothing, footwear, home furniture, household goods, durable goods, leisure and personal goods.
The food, beverage and clothing segment occupy the largest share and are growing exponentially.
FDI Policy with Regard to Retailing in India
It will be prudent to look into Press Note 4 of 2006 issued by DIPP and consolidated FDI Policy issued in October
2010, which provide the sector specific guidelines for FDI with regard to the conduct of trading activities.
a) FDI up to 100% for cash and carry wholesale trading and export trading allowed under the automatic route.

53
b) FDI up to 51 % with prior Government approval (i.e. FIPB) for retail trade of ‘Single Brand’ products.
c) FDI is not permitted in Multi Brand Retailing in India.
Types of Retailing in India
The retail sector in India is organized into three categories, namely, ‘single-brand’, ‘multi-brand’ and ‘cash and
carry’ retail.
 Single Brand- Single-brand retail comprises those retailers selling products “of a ‘single brand’ only, such that
products should be sold under the same brand internationally and single-brand product retailing covers only
products which are branded during manufacturing. FDI in ‘Single brand’ implies that a retail store with foreign
investment can only sell one brand. For example, if Adidas were to obtain permission to retail its flagship brand
in India, those retail outlets could only sell products under the Adidas brand and not the Reebok brand, for
which separate permission is required. If granted permission, Adidas could sell products under the Reebok
brand in separate outlets.
 Multi Brand- FDI in Multi Brand retail implies that a retail store with a foreign investment can sell multiple
brands under one roof. No FDI is allowed in the multi-brand retail category. This includes all firms in organized
retail that seek to stock and sell multiple brands, such as large international retailers like Wal-Mart and
Carrefour. This is the sector that is most under dispute.
 Cash and Carry -The third segment, called ‘cash and carry’, refers to wholesale retail. The government defines
this segment as the “sale of goods and merchandise to retailers, industrial, commercial, institutional or other
professional business users or to other wholesalers and related subordinated service providers”. In India, FDI of
100 per cent is permitted in this segment. As per the ‘cash and carry' structure commonly employed in India, the
wholesale and retail entities are maintained as separate entities without any cross-shareholdings. The retail
entity is owned and controlled by the Indian partner while the wholesale entity can be owned by the foreign
partner up to 100 per cent. Wal-Mart, for example, has already established a successful presence in this category
of wholesale operations by entering into a joint venture with Bharti Enterprises Ltd. of India. The new entity,
Bharti-Wal-Mart, is in operation with stores opening around the country.
Employment in Retailing
A number of issues have been raised about opening up the retail sector for FDI in India. The first concern is the
potential impact of large foreign firms on employment. Following agriculture, in 2007-2008, the retail sector is the
second largest employer in India.
Conclusion and discussion
Gone are the days, when customers were dependent on nearby retail store for fulfilling their needs. With new
concepts like e-tailing, customized product, a big shift is seen in the response of the customers. Positive as well as
negative points are attached to the liberalized FDI policy in retail sector. FDI in no doubt is likely to bring
improvement in state of Indian economy, but the stake of small retailers must be taken care of while formulating and
implementing the policy. With growing awareness and attitudinal shift of customers, it is suggested that it is time for
small retailers to spend time to revive the strategies required to attract customers towards their retail stores. The
small retailers must concentrate upon innovative concepts of retailing, spend time on CRM practices, bring
improvement in SCM, use feedback facility, keep a track record of customers, provide quality products, bring
improvement in ambience and most importantly provide a personal touch to the services for attracting customers
towards their retail stores. The Government is also required to frame strict policies, taking care of interest of small
retailers, so that organized and unorganized sector may co-exist and flourish together.
Reference
1. www.wikipedia.com
2. www.legallyindia.com
3. www.dipp.nic.in
4. www.Legalserviceindia.com
5. www.Manupatra.com
6. www.Scribd.com
7. www.cci.in
8. www.rbi.org.in

54
Work force diversity in a company
Justine S
Abstract
India is diversifying country of unity in diversity where there is mixture of different ethnic people living
together. The purpose of this research is to study the workforce diversity in a company of how it helps to promote
the works and execute work effectively.in this study it will help us to know the importance of workforce diversity in
a company’s result and effective collaboration between different groups in an organization. Today workforce
diversity play a crucial role in promoting in the company so this research will make the manager and every
employee the needs of workforce diversity.

Understanding the importance of diversity in the organization and developing the work force diversity is a
key to retain the talent employees will achieve the target goals of any organization. Giving equal employment
opportunities to every employee is sustained long because an individual or one group cannot result better
performance. Discriminating upon the caste, gender, religion, color is only mere failure for the organization.
The management necessary needs diversity and socio cultural because every employee has their abilities and skills
in performing the task. Workplace diversity is claimed to be one of the most important challenges facing managers
today. Demographic trends, changing labor supply patterns, immigration, and increased globalization imply a much
more heterogeneous group of employees for firms to manage. Only one group of people cannot sense lots of changes
and innovation in the organization but the diversity in workforce will bring a huge change and will bring a rapid
development in the company.
Review of Literature
Heather Topham Wood in his article he states that a diverse workforce can bring a new ideas and
inspiration for the organization. The core value of employing the diverse workforce is to respect and accept the
differences among the people with regards to their age, race, classes, mental capabilities, ethnicity and sexual
orientation. Working with different people in workplace will help the organization to increase product and create
friendly environment.
Rose Johnson also wrote an article stating that many companies are achieving in workforce diversity during this
economic globalization. This aims to employ workers from different backgrounds to provide tangible as well as
intangible benefits to the organization. Diversity experts believe that heterogeneous groups can contribute more
creative ideas to the company’s goals of development.
The benefits or effectiveness of workforce diversity includes;
1. Increase in productivity: Workforce diversity can bring about an increase in productivity. Employers can
offer more solutions to customers because of new ideas and processes brought into the organization.
2. Increase in Creativity: Workforce diversity increases creativity within a company because heterogeneous
groups are cross-fertilizing one another within the organization
Workforce diversity is considered as one of the challenges faced by the employees and the employers in the
organization due to varied cultures, ethnicity, sex, religion, caste, race, region, etc. The paradoxical point of view
comes in from different people when it comes to decision making and employees engagement. Yet the company
who employs diverse workforce also helps to contribute different perspectives of the individuals for the growth and
development of the organization. Therefore, the researcher ought to find out the answers of the following questions.
The objective of the workforce diversity can be studied as
1. To study how the workforce diversity plays a vital role in an organization
2. To study effectiveness of workforce diversity
3. To study the need of work force diversity in an organization
4 To know the problem faced by employees due to workforce diversity

55
Scope of the Study
Today this 21st century is so liberalized and globalized every organization wants to shine and growth up
higher so; the diversity is one way to bring higher result at the end. Every individual has different way of doing
things at their work place. And where globalization, liberalization and privatization have contributed a lot in
bringing together the people in one platform where the employees can sharethe innovation, the knowledge and skills
in the near future.
Need of the study
The global business world of the 21st century needs to bring the employees together without any
discrimination for free flow of their brain power where it can retained the talent and enhance employees for better
productivity. Living together and working together in a culturally place will always enrich the employees in
stimulating their ideas. Today business should provide an opportunity to unite as one in bringing and uplifting the
organization.
Research methodology is a method of analyzing the collected data from the field of the study the data are
secondary data which are collected from net source.
Research Design
The study try to elaborate the various characteristic of workforce diversity and it has adopted the
descriptive research design.
Discussion/Theoretical background
From the about statement it came to know that work forces diversity plays a vital role in upbringing the
people together in various ways for the manager in management. The organization should not discriminate upon the
sex, religion, caste, color in any field. The better reputation of a company will depend upon how an organization is
involved in diversity. Thus workforce diversity must keep in balance in any organization.
Findings
After critically examining the literature and various research papers from different authors related with
workforcediversity and its impact on productivity, it has been found that: An organization’s major objective is to
earn profit and to enhance its productivity. Cordial relationship among the employees is one of the major ingredients
for smooth functioning of the organization. No doubt that almost all the authors are saying that employing
diversified workforce is the very essence in today’s scenario but to manage such a diversified workforce is a big
challenge in front of the management. Hiring diversified workforce will ultimately leads to improved productivity,
but may prove to disaster if not managed properly because not only the management but employees are also feeling
some problems like language problem (which is acceptable and is not due to thoughts of the employees), attitude
clashes, and difference in perceptions, which is directly related to human behavior which ultimately affects the
productivity of any organization. The researcher found out that it is also through the combined and concerted efforts
of people that monetary or material resources are harnessed to achieve organizational goals.
Conclusion
Thus, today diversity have brought both the opportunities and challenges to the organization, managing the
diversity will bring good potentials to the organization and where lots of innovation can bring frontward and fetch
more productivity to achieve the organizational goals.
Hence, Workforce diversity is the mirror and reflection of the organization and an organization must focused more
on human culture and ethnic lives without any discrimination for mutual learning and mutual cooperation for both
employers and the employees in every field of work.
References
 http://smallbusiness.chron.com/needs-benefits-diverse-workforce-21703.html
 https://en.wikiversity.org/wiki/Workplace_diversity
 https://www.google.co.in/search
 Hansen, F., 2003.Diversitys business case doesn’add up. Workforce, 82(4): 28

56
E-RECRUITMENT
RAVI SANKAR C
ABSTRACT
The present study has created a comparative assessment of accomplishment supply effectiveness The study is
predicated on the pre-hire measures of the number and quality of candidates, with a selected specialise in e-
recruitment. A 9 year longitudinal study was used over a amount of pre-internet and post-internet use by an
oversized organisation that enabled the exploration of changes in someone information. accomplishment supply
effects were assessed through 2 views. someone and organisational. the link between supply and someone was
explored in terms of key job and organisational attributes communicated to draw in quality candidates, and their
succeeding intention to pursue the work. The analysis was designed with 2 studies to capture the 2 views. someone
views were assessed through the distribution of a survey to real candidates of the organisation. Organisational views
were captured through interviews with Human Resource Practitioners of eight mid- to large-size organisations.
Results indicated that the standard of candidates generated by e-recruitment is resembling or but that of different
sources, thus it's not the foremost effective accomplishment supply. moreover, accomplishment sources had some
impact on someone intentions to pursue the work, however this relationship wasn't mediate by someone views. In
terms of supply data, job attributes were thought of additional vital than organisational attributes in attracting quality
candidates from each views. Overall, the analysis has provided proof to support the necessity for organisations to
develop a accomplishment strategy which includes a various of sources to succeed in quality candidates within the
desired target market.
INRODUCTION
Recruitment could be a rollercoaster ride that's solely progressing to become a lot of exciting technology and
innovations arise. beginning with word of mouth, signs outside Personnel offices and newspaper ads: the human
resource field has dilated to embrace new and antecedently remarkable techniques. the aim of this study is to
develop associate understanding of however recruiting has evolved and therefore the ramifications that E-
recruitment has on the enlisting method.
E-recruitment could be a comparatively new development, therefore the author can strive connecting the dots of
however ancient enlisting method evolved to the trendy day enlisting method exploitation social media.
REVIEW OF THE LITRATURE
The challenge was to search out varied sources of knowledge for this subject. varied keywords were required for the
search. because it could be a rather new and wildcat topic, the author began with the keywords, “social media”, “E-
recruiting”, “E-cruiting”, “online recruiting” and “E-recruitment”. These results set a map forward for the author.
varied sources were chosen thanks to their similarity to the subject. Some sources from superannuated publications
as so much back as 2003. Text, originally written in German, was translated into English for this study’s use.
German text has been chosen to support this study for the convenience of access and support of this study’s purpose.
The author resides in Deutschland nowadays time. one in all the German texts that are translated into English is
from a research network, Centre of Human Resources data Systems, whose main focus is to trace the trends of
achievement. Since 2002 and unitedly with Monster has been commercial enterprise annual reports highlight the
common achievement behaviour in Germany’s high one,000 largest corporations. Another German supply was from
a book containing a mess of studies relating to recruiting on social media.
PROBLEM OF THE STATEMENT
E-recruitment can overcome the barriers of traditional recruitment methods for easy access of the candidates. To be
a successful Organization and to maintain the position recruiting high calibre staff is fundamental. Not finding the
right person can lead to frustration. Many employers now aren't limited to attracting candidates from their own
country and they can appeal to qualified candidates all over the world. The same holds true for job seekers. They can
search and apply for jobs in areas where their skills are in demand regardless of geographical location. The
widespread use of internet today has meant that advertising for candidates has become cheaper while at the same
time appealing to the wider audience. This is the secret of e-recruitment gaining popularity in a short time span.
OBJECTIVES
 To highlight the benefits and drawbacks of e-recruitment.
 To list out the methods and trends in e-recruitment.

57
 To outline the criteria for effective e-recruitment.
SCOPE OF THE STUDY
The requirement for it is to benefit the selection procedure. Thus to make the process effective, the Organizations
should be concerned about various factors. Among them most important are- Return on investment should be
calculated to compare the costs and risks.
NEED OF THE STUDY
It facilitates to evaluate benefits and to calculate the estimated return. Recruitment policy should be flexible and
proactive, to adapt market changes. The companies will have their own mix and match sources according their
objective. The guidelines to be provided in the policy.
METHODOLOGY
During a mandatory six month internship as a Recruitment Coordinator at a German based compan the author
observed that there was a trend in not receiving hardcopy applications. If one was received, it was reviewed and
considered, and then the applicant was sent an E-mail asking for an application through the means of an online
channel in the future. This led to the study of literature and articles that discussed the recruitment process and the
implications of social media; which will be discussed of the sources present findings that the recruitment process has
shifted from the traditional recruiting to E-recruitment, removing hard-copy application. However, not all of the
studies agreed. Unable to see a conclusive pattern in the case for today, as the empirical literature was out-dated by
six to seven years, the author broached the question, “What changes have occurred for traditional recruiting and how
has social media influenced the process?” Primary research and secondary research was used to support this study.
DISCUSSION
A minor case study was conducted in form of semi-structured interviews with two recruiters from a large
corporation to obtain the opinion of professionals in the recruitment field. Both interviews were conducted
individually, taking 45 minutes each. In order to understand how a job seeker perceives the recruitment process and
its trending behaviours, the author conducted a survey to analyse the different views. Various sources of secondary
research were used to support or to give comparison of the findings from this research study.
FINDINGS
This chapter will introduce and analyse the empirical studies conducted by the author. The interviews will be
analysed under the qualitative research sub-chapter, followed by the survey analysis under the quantitative research
sub-chapter. This is the supporting data found for this thesis.
CONCLUSION
This paper provides an exploratory study of the recruitment process and the influence social media networks
provoke. The purpose was to investigate how the recruitment process has evolved from the traditional paper-based
process to the modern day recruitment process with E-recruitment. The author concentrated on two point-of-views:
recruiters and job seekers. The objective was to find how each side perceived the current trends and the effect on job
search today.
References
Armstrong, M. (2006).Human Resource Management.In M. Armstrong, a Handbook of Human Resource
Management Practice (p. 3). London: Kogan Page Limited.
Boxall, P., & Purcell, J. (2003).Strategy and Human Resource Management. London: Macmillan.
DeCenzo, D. A., Robbins, S. P., &Verhulst, S. L. (2013). Human Resource Management (11 ed.). Hoboken: Wiley.

58
IMPACT OF DEMONETIZATION ON INDIAN ECONOMY
SOWMATHI N
ABSTRACT
The reason for this move was simple: Indians Ministry of Finance claimed that 500 and 1,000 rupee notes
are being used to finance terrorism, fund illegal drug sales, fuel the black market, drive counterfeiting, and pay
bribes. This so-called “black money” had reputedly built up to such epic proportions that Prime Minister Mode
declared that enough was enough, that he would take it upon himself to wash his country’s currency supply in one
fell swoop. Demonetization can be said as a „Surgical Strike‟ on Black Money, Terrorism, Fake Currency,
Unorganized trading, Real Estate, Share market etc. On the other hand if we talk about the Indian industry on a
broader way it can be categories in three parts Manufacturing sector, Service sector and Agriculture sector. After
demonetization only Agriculture sector shows some positive improvement while if we talk about the manufacturing
and service sector both were crashed down and these will affect the whole Indian market in 2017 also. As of
December 28, official sources said that the Income Tax department detected over 4,172 core of un-disclosed income
and seized new notes worth 105 core as part of its country-wide operations. The department carried out a total of
983 search, s surveys and enquiry operations under the provisions of the Income Tax Act and has issued 5,027
notices to various entities on charges of tax evasion and halva-like dealings. The department also seized cash and
jewelry worth over 549 core out of which the new currency seized (majority of them 2000 notes) is valued at about
105 core. The department also referred a total of 477 cases to other agencies like the CBI and the Enforcement
Directorate (ED) to probe other financial crimes like money laundering, disproportionate assets and corruption.
Key word:Surgical Strike
I. INTRODUCTION
With effect from 8th Nov. 2016 Tuesday Midnight PM ShriNarendra Mode Ji Banned the Currency notes of 500 and
1000. It is a strict decision of banning regular 500 and 1000 rupee notes from circulation which is a result of finding
1.25 lakh corer black money. Within 3 days of that striking decision: RS. 35000 CroreDeposited in banks and
approximate 1500 Crore Rs Black Money were destroyed. According to the RBI‘s (Reserve Bank of India) Annual
Report for April 2015 to March 2016, the value of the currency notes at the end of March 2016 was 16.42 trillion
Indian rupees. The 500 rupee and 1,000 rupee currency notes formed 86.4% of the value. In one stroke, the
government removed 86.4% of the currency in circulation by value. In terms of volume, the currency notes of these
two denominations formed 24.4% of a total 90.27 billion pieces. Also, RBI data showed that as of March 2016,
632,926 currency notes were counterfeit known as an FICN (Fake Indian Currency Note). As a proportion of NIC
(Notes in Circulation), the 1,000 rupee and 500 rupee notes were the highest. Nullifying these FICNs was also part
of the demonetization move. Now we talk about the impact of Demonetization on Indian Economy Sector. First
economy can be bifurcated in three broad segments Agriculture Sector, Manufacturing Sector and Service sector all
these three sectors contributed in Indian GDP. Agriculture Sector Contribute 17% in GDP Manufacturing Sector
Contribute 30% in GDP Service Sector Contribute 53% in GDP after Demonetization all the three sectors faces
negative impacts
II. OBJECTIVES OF THE STUDY
 To analyze the impact of Demonetization on GDP.
 To analyze the impact of Demonetization on different sectors of economy.
 To analyze the future impact of Demonetization on Indian Economy.
III. CONCEPTUAL FRAMEWORK
Reasons behind Demonetization
As per my study Following is the main reasons behind Demonetization.
Black Money
A recent study had pegged India‘s black market economy at over Rs 30 lakh crore or about 20 % of total GDP. This
is even bigger than the GDP of countries like Thailand and Argentina. So now after this Decision black money
holders are left with just two options – either route this money through banks, declaring it to be their income or burn
the stashed file.

59
Terrorism
Terrorism is a frightening thing. But have you ever thought about how these terrorists get their money? Enemies
from across the border have run their operations using fake currency notes. This has been going on for years.
Economy
The Major impact of this decision is on the economy because it gives highly positive impact on the economic
Stability in near future. The coming six to seven months are expected to witness a considerable level of deflation.
Sectors like real estate, construction material, Gold, unorganized trade and services will see significant pain in the
near time.
Election
We all know how much black money is used by political parties. It will be a very tough task to use trucks of money
at least for the upcoming five state elections. Now in upcoming UP election which was held in January neither of the
parties can purchase the vote of poor people and Some drastic change in the elections going to be seen by everyone.
Unorganized Trading
 Prices hike in Real estate sectors is mainly because of the involvement of black money, but after taking
this decision the prices of property will surely come down to their real value.
 Unorganized dealing in share market will also be eliminated after this decision and this will gain positive
result in the economic condition of the country.
 The problem of inflation will get solved with this step as the government will get more money in its
pocket in form of taxes and undisclosed income.
 Banking system will also get strengthened as banks will be flooded with huge amount of money. This will
also result in more economic development in the nation as the money will be channelized properly
through banks.
Less Cash Economy
It is not possible to make India Cash-Less economy, but for the development and making transparency in the
economy we can say use of less Cash is possible. So for making people familiar with E-Payment and use of plastic
currency.
Impact on Different segments of economy
There is short-term and long-term impact of Demonetization on different sectors of economy.
Agriculture
The sector typically sees high cash transactions and therefore near-term impact could be seen till liquidity is infused
in the rural areas. As farmers face a temporary shortage of cash in hand, it could lead to a delay in payment which in
turn would hurt the related companies in the short term. As liquidity eases and cashless transactions gain acceptance,
the fundamentals would be driven by the longer term drivers of normal monsoons and positive traction in acreage.
Manufacture
Automobile- Two Wheelers
Clampdown on cash transactions and temporary cash crunch could hurt purchases particularly in the economy
segment of the two wheeler space where the percentage of cash transactions have been high. However, as companies
learn to work around it, demand may pick up by overall growth in consumption on the rural as well as the urban
side.
Passenger Vehicles
The seasonal slowdown seen during November and December months could get more pronounced as consumers
delay purchases due to temporary liquidity crunch and expectations of rate cuts. However, as most passenger
vehicles are financed through loans, the blip would be temporary and demand may recover on the back of growth in
demand in rural and urban areas as well as trickle down benefit of the 7th Pay Commission Payouts.

60
Commercial Vehicles
Slackness in the economy on account of demonetization could have a negative impact on the commercial vehicle
volumes which have been under pressure in recent times. However, this slowdown may be short lived and demand
may pick up, led by pre-buying in response to the changes in emission norms as well as a pickup in overall
economic activity.
Consumption-related sectors like consumer durables, FMCG, etc
The outlook is near-term negative as cash sales account for a significant chunk of sales for companies in these
sectors. As customers and companies migrate to the cashless platforms, demand should come back making
demonetization near term neutral. In the long term, demand may shift from the unorganized players to the organized
players.
GDP
According to the government's latest growth estimates, the pace of growth will be impacted by slowing growth in
the manufacturing and mining sectors and also construction activity. This estimate is in line with the forecast of
India's central bank, Reserve Bank of India, which in its last monetary policy had forecast GDP growth to be at 7.1
percent for the twelve months ending March. But this latest estimate does not consider the impact demonetization on
the economy, "in the absence of sufficient information." While releasing the data, Chief Statistician T C A Anant
said the figures for November were available and examined but "it was felt in view of the policy of demonetization
of notes there is a high degree of volatility in these figures and conscious decision was taken not make projection
using the November figure".
IV. RESEARCH METHODOLOGY
Type of Data The present study is quantitative in nature and secondary data will be used for the purpose of analysis.
Source of Data The present study is based on secondary data. The sources of data include the facts released by
Reserve Bank of India (RBI), Exchange, Central statistics office India and Different banks websites.
V. FINDINGS
 Impact of Demonetization on Agriculture Sector
 Impact of Demonetization on Business sector
 Textile industry
 Real Estate
 FMCG Products
 Impact of Demonetization on Service Sector
VI. CONCLUSION
The present study shows the impact of Demonetization on Indian economy‘s different sectors. GDP of Country
slightly decreases as compare with the previous year but we cannot say it will be same in future also. ―This
intervention is a one-time draining of this current stock of black money but unless the root causes of corruption are
removed, corruption will continue. It is sort of like a dialysis, more of a short term cleaning up than a solution of the
problem. It needs to be repeated periodically.‖ After study of Demonetization following questions raised for the year
2017.
REFRENCES
1. www.livemint.com
2. www.bloombergquint.com
3. www.dnaindia.com
4. www.marketrealist.com

61
DEMONETIZATION AND ITS EFFECTS
NESAKUMARAN V
ABSTRACT:
Demonetization came into existence on 08/11/2016 almost one year ago by our Indian Government. Central
government has well planned and implemented to reduce the black money. I took this study to know about the
negatives and positives and its impact of note ban by our Indian government. This study is full of secondary data,
which is collected through internet, journals, articles, magazines and so on…
INTRODUCTION:
Demonetization is the process of changing money from one form to another form. The old currency is now
replaced by the new currency. In other words we can define demonetization as the process of introducing new notes
or coins of the same currency. There are many reasons to implement this demonetization, some of the reasons are
 To reduce corruptions.
 To eradicate black money transactions.
 To resisting the inflation.
 To discourage the cash system in the country.
In November 2016, our Indian government has taken bold step to implement this demonetize the 500 and 1000 Rs
notes which is already existing in the country. Because of this there is biggest demand is more than 80% in the
currency supply.
The main motive of our government for implementing this demonetization is
 To resist tax evasion.
 To avoid terrorist financing activities.
 To avoid counterfeit currency.
 To destroy black money.
 To encourage the country towards the cashless economy.
This is to develop our nation without black money, but there is so many question comes to our mind that this
will really eradicate the black money? Is this is done whether the Indian economy be good or would be poor? What
should be the impact of this decision on Indian economy?
REVIEW OF LITERATURE:
AmartyaSen leading economist says that millions of Indian people have deprived their money back and
being suffered to get their own money back.
Dr. Manmohan Singh former prime minister says that the way the implementation will harm the
agricultural sector in India, it will also affect the small scale industries and informal sectors in the economy.
OBJECTIVES OF THE STUDY:
 To know about the outcomes after this was implemented.
 To about the strength of the note ban decision.
 To measure the problems for future of the note ban decision.
 To know about the reaction about this by the people and Indian economy.
SCOPE OF THE STUDY:
 This is mainly helpful for the citizens of India, Indian government, businessman and so on…
 By studying this our government may know about the future condition in our nation.
 This study will helpful for the citizens of our country to know about the future and present situation and they
can make decision of their own on expenditure and income.
 Even business can also able to know about the market and he can earn more profit and he can generate more
revenue.

62
NEED OF THE STUDY:
The major benefits are
 To Boost deposit base and savings.
 To improve monetary transmission and reduce lending rates.
 To create room for further monetary accommodations.
 To Support government finance.
 To create positive impacts from a bond market perspective.
 To rise in GDP growth potential.
ASPECTS TO KNOW ABOUT THE DEMONETIZATION:
 Why India demonetized only 500 and 1000 currency notes.
 Impact of demonetization on Indian economy.
 Impact of demonetization on loan from banks in India.
 Impact of demonetization on Indian financial market.
 Impact of demonetization on next financial year.
 Impact of note ban on auto assets backed loan.
 Impact of demonetization on real estates.
 Impact of demonetization on FMCG industry.
GOALS OF DEMONETIZATION:
 Surgical strike on the parallel black economy.
 Make the corrupt lose their money.
 Get everyone to have a bank account.
 Get every citizen in India to be monitored online.
 Checking of counterfeit notes.
 Crackdown on terrorism and Naxalism.
 Change the mindset of everyone.
 Keep everyone on their toes.
 Boost the economy.
 Crack down on black political campaigning.
RESEARCH METHODOLOGY:
Research design : I did descriptive study
Research tools : I did secondary research because I collected data from net source and from various
websites, journals, articles.
FINDINGS:
Through this study I found out that this is important to reduce the corruptions and to eradicate the black
money in India and to reduce the transaction between terrorism. Even though it is important, it difficulties to the
middles class people. So the government can take necessary step to solve the problem and to work for the welfare of
the nation.
CONCLUSION:
So, this highly impact-full step has both positive and negative effects over the economic as well as social
atmosphere of the country. But, as per my learning, my conclusion is that the bad effect will be for some days and
our country will regain its growth very soon. On the other hand the positive effect of this implementation will help
our nation to grow as well as socio-political scenario of the country.
REFERENCES:
 huffingtonpost.in/rana-kapoor/7-reasons-why-demonetization-is-a-masterstroke-by-modi_a_21603007/
 https://www.google.co.in/amp/m.sify.com/news/10-long-term-goals-of-demonetization-news-columns-
qlykonahbbgge.html
 https://english.newstracklive.com/news/benefits-failures-and-bad-effects-of-demonetizatio-objective-
evaluation-of-note-ban-15914-1.html
 www.google.com

63
OPERATIONS MANAGEMENT OF LOGISTICS AND SUPPLY CHAIN: ISSUES AND DIRECTIONS
MADHANKUMAR B
Abstract:
In this paper logistics as well as supply chain management is a vital research field, yet with few literature review son
this topic.
This paper sets out to propose some hot issues in the current research, through a review of related literature from the
perspective of operations management. In addition, we generate some insights and future research directions in this
field.
Introduction:
Organizations adopt numerous business improvement methodologies to improve business performance. Logistic as
well as supply chain management has been regarded to be the crucial factor for the companies to obtain competitive
edge. In fact, logistics as well as supply chain management has received attention since the early 1980s, yet
conceptually the management of supply chains is not particularly well understood, and many authors have
highlighted the necessity of clear definitional constructs and conceptual frameworks on supply chain management.
In this paper, we provide a tutorial on the current research of operations management of logistics and supply chain.
We first clarify the conception of logistics and supply chain management in this paper, which defines the scope of
our related research papers. The core of this paper is that we provide several hot issues in this field with examples to
show how these researches contribute from different research angles.
Review of literature:
According toY. K. Kathawala and M. J. Saunders published in the journal logistic supply chain management 14 (2),
22-31. in the year 2010, who carried out a study to investigate the trend, they found that specific attention was given
to resource utilization. The study showed no significant relationship between greener manufacturing and corporate
performance; however a trend in decreasing resources, specifically electricity, was found. Furthermore, a trend in
reducing Carbon dioxide was found which one of the issues affecting logistic SCM is.
Statement of problem
Operations Management of Logistics and Supply Chain: Issues and Directions of problems.
Objectives
 To study on Operations Management of Logistics and Supply Chain
 To study on Issues and Directions in SCM and Logistic
 To determine the relationship between Logistic and supply chain performance
 To establish the challenges faced in the implementation supply chain management practices
Conception and Scope
Logistics. Logistics is the management of the flow of goods between the point of origin and the point of
consumption in order to meet some requirements, for example, of customers or corporations. The resources
managed in logistics can include physical items, such as food, materials, animals, equipment, and liquids, aswell as
abstract items, such as time, information, particles, and energy. The logistics of physical items usually involves the
integration of information flow, material handling, production, packaging, inventory, transportation, warehousing,
and often security. The complexity of logistics can be modeled, analyzed, visualized, and optimized by dedicated
simulation software. The minimization of the use of resources is a common motivation in logistics for import and
export.
Supply Chain. Compared to “logistics,” there appears to be even less consensus on the definition of the term
“supply chain management. Supply chain management is defined as the systemic, strategic coordination of the
traditional business functions and the tactics across these business functions within a particular company and
across businesses within the supply chain, for the purposes of improving the long-term performance of the
individual companies and the supply chain as a whole.” The terms of “logistics” and “supply chain” are usually
comparative in academy and industry, since both of them are closely relevant to the product circulation during its

64
whole life cycle, and both have been regarded as the central unit of competitive analysis of model management
science. Generally speaking, supply chain is a more broadened conception
Issues
Due to the extensive research ranges in operations management of logistics and supply chain management, we
cannot possibly make a comprehensive review in one paper. In this section, we point out several of the most
important issues and hot topics in recent research, which draws great attention from both academy and industry.
Inventory and Transportation Management on Specific Fields. As has been pointed out in the previous section, the
operations research on logistics management still mainly focuses on the traditional domain, that is, the
inventory(including production planning) and transportation management.
The problem is formulated as a multi objective multimodal multi commodity flow problem with time windows and
concave costs, and an efficient heuristic is proposed. Present a first attempt for the development of an analytical
framework for planning rail-truck intermodal transportation by developing a bi objective optimization model to plan
and manage intermodal shipments to represent the current practice; the routing decisions in the model are driven by
the delivery times specified by the customers. Study the problem of load planning for trains in intermodal container
terminals. The objective is to assign load units to wagons of a train such that the utilization of the train is maximized
and setup and Discrete Dynamics in Nature and Society.
Directions
From the above analysis, we can absorb the following insights and future directions in the area of operations
research of logistics and supply chain management. First, the logistics issue regarding the people’s livelihood
becomes a hot spot. The traditional research in this regard is related to perishable product, fashion product, and
electronic product, which have short life cycle. Nowadays, such topics might include city logistics, emergency
logistics, and agriculture supply chain. Second, new directions on logistics and supply chain management can be
brought about by the development of economy and technology. A typical example is the information Technology
which leads to the research on e-business and related distribution channel choice. Nowadays, the common usage of
RFID, cloud technique, and big data can be important research directions for future study. Third, the environmental
related research will continue to be big issue. With the steady increase in global population and economic scale,
resource crisis, ecological damage, environmental pollution, and other issues have drawn universal concern.
Conclusion:
The study concludes that the operation currently considering logistic and supply chain. There is need for the
operation management to be aware of these practices by being educated on issues and directions. Logistic and
Supply chain practices the operation to enhance the performance of their supply chains. There are challenges
associated with the adoption of the practices and this implies the first objectives of the study have been achieved.
This is supported by the results for conducted that indicated there is a relationship between logistic and supply chain.
It can be generally concluded that operation management logistic and Supply Chain: issues and direction will the
operation to improve the performance in terms of intangible performance expected to grow.
Reference
www.Slideshares.com
www.sundaram-clayton.in
Journals:
Y. K. Kathawala and K. Abdou, “Supply chain evaluation in the service industry: a framework development
compared to manufacturing,”
J. T. Mentzer, W. DeWitt, J. S. Keebler et al., “Defining logistic supply chain management,”
R. Lamming and J. Hampson, “The environment as a supply
chain management issue,”
M. J. Saunders, Strategic Purchasing and Supply Chain Management

65
HOSPITAL WASTE MANAGEMENT AND ENVIRONMENT PROBLEMS IN INDIA
NARMADHA N
Abstract
The main purpose of this paper is to give a view of the hospital waste management and environmental problem in
India. The objective of this study is to analyze the health care waste management system, including practices and
compliances.. In India, the Biomedical Waste (Management and Handling) Rules 1998 make it mandatory for
hospitals, clinics, and other medical and veterinary institutes to dispose of bio medical wastes strictly according to
the rules. There are many institutions which pollute the environment but recently the ignored field which produce
the pollution by way of hospital wastes and attracts the attention of the environmentalists are the hospitals,
dispensaries, medical shops, medical clinics of doctors and other paramedical staff. Safe handling, segregation,
storage, subsequent destruction and disposal of hospital waste ensure mitigation and minimization of the concerned
health risks involved through contact with the potentially hazardous material, and also in the prevention of
environmental contamination. Mismanagement of health care waste disposal cause dangerous infection and possess
a potential threat to the surrounding environment, persons handling it and to the public. In the past, medical waste
was often mixed with household waste and disposed of in municipal solid waste landfills. In recent years, increased
public concerns over the improper disposal of health care waste have led to a movement to regulate the waste more
systematically and stringently by the Indian government. Waste minimization and recycling are still not well
promoted, which results in significant amounts.
INTRODUCTION OF THE STUDY
Over the past two decades, health care wastes has been identified as one of the major problems that negatively
impact both human health and the environment when improperly stored, transported and disposed. For many years,
the World Health Organization has advocated that medical waste be regarded as special waste and it is now
commonly acknowledged that certain categories of health care waste are among the most hazardous and potentially
dangerous of all waste arising in communities. There are many institutions which pollute the environmental but
recently the ignored field which produce the pollution by way of health care wastes and attracts the attention of the
environmentalists are the hospitals, dispensaries, medical shops, medical clinics of doctors and other paramedical
staff. Hospital waste is defined as any type of waste generated by health care institutions, including hospitals,
medical laboratories, animal experimentation units, and clinics. Hospital waste is not only hazardous and pollute the
environment but dangerous for human beings, animals and plants by other ways also. Every day, the countries
numerous hospitals and other medical institutions churn out millions of tons of waste. An alarming percentage of the
waste lies on open space creating environmental problems. Health care wastes are hazardous in nature. This damage
the environment even at low concentration..
2. TYPES OF HOSPITAL WASTES:
These are of two types, infectious wastes and non-infectious wastes
2.1 Infectious Hospital Wastes:
 Human anatomical or surgical waste,
 Animal waste
 Pathological waste including tissues, organs, blood and body fluids, microbiological cultures, Cotton,
Swabs etc.
 Used Syringes, I.V. tubes, Blood bags and other items contaminated with blood and body fluids.
 Items such as plaster, casts and bandages, when contaminated by blood and pus.
 Waste from isolation wards. The amount of infectious waste is near about 15 to 20 per cent of the total
wastes generated from the health care establishment.
2.2 Non-Infectious Hospital Waste:
Non-infectious waste is broadly classified as kitchen waste and office wastes. It is similar to household waste. Non -
infectious wastes constitute nearly about85% to 80% of the total wastes generated from a health care unit. In
absence of proper segregation, the non -infectious waste becomes infectious and poses environmental threat to the
society.

66
3. BIO MEDICAL WASTE MANAGEMENT RULES, 1998 (Amended in 2000 and 2003)
Under the Environmental Protection Act, the bio medical waste management rules were introduced. These rules are
directly relevant to the health sector. The salient features of these rules are as follows:  Bio medical wastes means
waste that is generated during the diagnosis, treatment or immunizations of human beings or animals or in research
activities pertaining thereto or in the production or testing of biological.  It is the duty of every occupier of an
institution generating bio medical waste which includes a hospital, nursing home, clinic, dispensary, veterinary
institution, animal house, pathological laboratory and blood bank by whatever name called to take all steps to ensure
that such waste is handled without any adverse effect to human health and the environment, policies, legislation and
regulations policy framework, March 2007.
4. REVIEW OF LITERATURE
In the literature, there are only a few analytical studies closely to health care waste management in India level.
According to Srinivasa Chary (2001) the problems associated with medical waste disposal isaggravated due to rapid
and uncontrolled growth of medical care facilities, increase of waste generation rate owing to marked increase in
disposable medical care materials, illegal and unsafe methods of recycling of waste due to increased cost of
disposable medical care materials. This situation can cause a potential health hazard to public at large, especially
health care workers, municipal employees and rag pickers involved recycling of waste. Santappa (2002) says that
waste handlers and the community that lives in the proximity are at risk of contracting communicable disease arising
due to improper handling of hospital wastes. Skin contact, injection and inhalation are possible routes of exposures
which could cause chronic effects and acute problem. Containers and plastic materials, likely to be salvaged by
scavengers may spread communicable disease in case they are not properly sterilized before recycling or reuseThis
hospital also extends its facility to the neighboring clinics and hospitals by treating their produced waste for
incineration. According to Ministry of Health and Social Welfare (2006) hospital waste management includes all
activities involved in waste generation, segregation, transportation, storage, treatment and final disposal of all types
of waste generated in the hospital facilities, stages of which require special attention. This will ensure that inputs
activities and outputs for the safe handling and disposal of healthcare waste are in place.
Objective of the study
 To examine the mindfulness about healing center waste administration.
 To think about the right utilization of shading coding canisters.
 To decide the socio-statistic factors in connection to routine with regards to healing center waste
administration.
This data collected as secondary data
PRESENT SCENARIO OF HOSPITAL WASTES
In India, hospital wastes generate around 3 million tones every year and the amount is expected to grow at 8.00 per
cent annually. Health care wastes if not handled and disposed indiscriminately may cause adverse effects on human
health and environment. According to the available information from the State Pollution Control Boards (2007-08)
52,001 (53.25 %), health care establishments are in operation without obtaining authorization from their respective
SPCB/PCC. Approximately 288.20 tons per day (56.87%) out of 506.74 tons per day wastes generated is being
treated either through Common Bio Medical Waste Treatment Facilities (159 in number) or captive treatment
facilities. There are 602 bio medical waste incinerators (which include both common and captive incinerators), 2218
autoclaves, 192 microwaves, 151 hydroclave and 8,038 shredders in the country. About 424 (70.4%) out of 602
incinerators are provided with air pollution control devices and 178 (29.6 %) incinerators are in operation without
air pollution control devices.
HOSPITAL WASTE MANAGEMENT IN TAMIL NADU
There are 1405 Private hospitals and 243 Government hospitals in Tamil Nadu. There are about 96,000 hospital beds
all over the States. The Chairman, Tamil Nadu Pollution Control Board has been designated as prescribed authority
for granting authorization and implementation of the bio medical wastes (management and handling) rules, 1998.
Tamil Nadu Pollution Control Board is taking necessary steps for the safe environmental management of hospital
wastes and is monitoring the prevailing practices and evaluating various treatment and disposal options for the safe

67
destruction of hospital wastes, considering the aspects of both environmental impact and cost. Common incinerator
facilities have been provided in Salem for 58 hospitals and in Madurai for 78 hospitals with a capacity of 50Kg/hr
each. Presently 50-55% of bio medical wastes was collected, segregated and treated as per bio medical waste
management rules. Rests are dumped with municipal solid wastes.
CHALLENGES OF HOSPITAL WASTES IN INDIA
 To treat 420561 kg per day of bio medical waste in accordance with BMW Rules.
 Number of Common Bio Medical Wastes Treatment Facility (CBMWTF) to be increased manifold.
Presently there are 157 facilities which are not adequate to handle all the bio medical wastes generated.
 CBMWTF is to be set up under public private partnership mode.
 New technologies to be promoted for destruction of toxic bio medical wastes.
CONCLUSION
The proper hospital waste management system can help the control diseases can reduce community exposure to
resistant bacteria, and could reduce HIV/AIDS and Hepatitis transmission from dirty needles and other improperly
cleaned or disposed medical items. Regarding the environmental issues, a correct and sustainable management
system of hospital waste will avoid the negative long term health effects, from the environmental release of toxic
substances such as dioxin, mercury and others. From both volume and toxicity perspectives, the use of plastics in
society is a focus of waste management concern. In the past, medical waste was often mixed with household waste
and disposed of in municipal solid waste landfills. In recent years, increased public concerns over the improper
disposal of hospital waste have led to a movement to regulate the waste more systematically and stringently by the
Indian Government.
REFERENCE
1. Ahmed, S. A., & Ali, M, (2004), “Partnerships for waste management in developing countries: linking theories to
realities,” Habitat International, 28(3). 
2. Anon, (2006), “Note on bio medical waste management”, Tamil Nadu Pollution Control Board, Chennai, India.
3. Blenkharn, J.I,(2007), “Standards of clinical waste management in hospitals, “A second look Journal of Royal
Institute of Public Health., Article in Press, .UK
4. Dept. of Health Services, (2004), “Biomedical Waste Management Status in NCT of Delhi,” Govt. of NCT of
Delhi.
5. Gordon, JG, Rein, PA. (2004), “Medical waste management,” Hospital epidemiology and infection control.
6. Government of Tamil Nadu, (2005), “Department of Health and Family Welfare,” Tamil Nadu Health Systems
Project, Health Care Waste Management Plan for Hospitals in Tamil Nadu, Chennai
7. Gupta, S., Boojh, R., (2006), “Biomedical waste management practices at Balrampur Hospital, Luck now, India: a
case story,” Waste Management and Research, 24.
8. Halbwachs, H., (1994), “Solid waste disposal in district health facilities,” World Health Forum 15 (4).
9. Manyele SV &Anicetus H, (2006), “Globalization and its effects on Medical Waste Management in Tanzania”
IET Annual Conference and General Meeting, AICC Arusha, Tanzania.

68
EMOTIONAL INTELLIGENCE AND WORK LIFE BALANCE
JOHN BRITTO A
Abstract:
Globalization and speed of information and technology instead of making life easy is creating a problem of
information overload and thereby pressures in the work place and in work life balance. Emotional Intelligence is a
set of skills usually referred to as soft skills or interpersonal or intrapersonal skills that are not covered under the
traditional areas of knowledge. Emotions being a part of our genetic makeup we cannot do away with them even in
the work place and so are a part of behavior at home or at the workplace. Emotional Intelligence consists of five
factors: Knowing ones emotions, motivating oneself, recognizing emotion in others and handling relationships.
Goleman1995. Therefore it has become imerative for researchers to find the effects of emotional intelligence on
employees and organizations. In organizations when it comes to employee management, Work Life Balance has
become a challenge for many Managers, Leaders, and Organizations. Emotional intelligence therefore plays an
important role in an employee having a good work life balance and benefitting both himself and the Organization.
Introduction
Globalization, overload of Information and communication and Technology have given rise to a very serious
problem in the life of a working professional i.e Work Life Imbalance. Emotional Intelligence and Work Life
balance are two concepts of high interest in the modern work environment. Especially in the present environment
they serve as a competitive edge in Individual and Organizational Life. Also in this century rapid changes in
working environment, multicultural diversity, changes in demography have made it difficult for the average person
to adopt and sustain in the global scenario.
Emotional Intelligence
Emotional intelligence is a part of the genetic makeup of an individual but as with any intelligence this too can be
developed. E I improves individual and organizational performance. It plays a significant role in the work of an
employee, and the relationship he or she enjoys in the organization. Emotional Intelligence (EI) describes the ability,
capacity, skill or, a self perceived ability to identify, assess, manage and control the emotions of one's self, of others,
and of groups. Emotional intelligence is considered to play a crucial role in the modern work life. Its principles help
in evaluating employee behavior, management styles, attitudes, interpersonal skills and potential. It is also
considered to have great relevance in areas like job profiling, planning, recruitment and selection
Work Life Balance
“Work-life balance is the term used to describe those practices at the workplace that acknowledge and aim to
support the needs of employees in achieving a balance between the demands of their family (life) and work lives”.
Work Life Balance is a challenging issue for managers in all sectors and at all levels of one’s career and therefore
has also attracted the attention of researchers. Work life balance, in its broadest sense, is defined as a satisfactory
level of involvement or fit between the multiple roles in a person’s life. In this competitive climate, managing the
boundary between home and work is becoming more challenging. This study is an attempt to contribute afresh with
a new perspective to the field of human resources and behavioral sciences with special reference to emotional
intelligence in relation of employees work life balance in organizations.
Emotional Intelligence And Work Life Balance
It is generally considered that employees with higher emotional intelligence will have higher work life balance. This
is because the employees with higher emotional intelligence are able to cope with consequences which may arise out
of stress whereas those with less emotional intelligence won’t be in a position to overcome the stress situations. In
addition, in a group setting employees with higher EI will be able to influence the emotions of others in such a
manner that, they will be able maintain a satisfied personal and professional life. This paper tries to bring into focus
the major challenges encountered in these areas and the solutions that will aid organizations to deal more
significantly in increasingly their effectiveness. The review on the related literature in the area of emotional
intelligence and work life balance studied in this research has provided the researcher an insight into many factors.
Method
This study uses a descriptive method where in “data is collected to test the hypothesis or to answer questions
concerning the current status of the study . A survey method was selected for the present study. The sample
consisted of 55 employees from an Organization. The sample consisted both male and female employees.

69
Judgmental sampling technique was adopted to select the number of respondents across the three types of
management level.
Procedure
Data Sources: Both primary and secondary sources. The study was conducted among the employees of a
manufacturing firm operating in India. Data was collected from 55 employees of the firm using selfadministered
questionnaires.
Data Analysis
Emotional Intelligence questionnaire has five dimensions and is developed by Wong Chi Sum (2007) The
questionnaire was based on different dimensions to establish ones EQ : Knowing one's emotions, some of the
questions were as follows to be answered on the 5 point likert scale of- Completely agree to completely disagree.
The major findings of the study were:
i. Knowing oneself majority of respondents were not completely aware of their capacities and emotions
ii. Managing Emotions a lot of employees were not clear on how to manage emotions at work and home.
iii. Motivating Oneself, Self awareness and realization of one’s goals and motivating oneself to achieve
those goals in terms of relationships at work and also home.
iv. Recognizing emotions in others, Being able to recognize the power of one’s emotions and also the
power of influencing others close to you. Being able to understand why people behave differently in
various situations is also EI
v. Handling relationships, finally being able to handle relationships at work and home successfully also is
being EI. People with higher EI are able to manage both work related relationship with supervisor,
Boss
Conclusion
By conducting this study, it was identified that Work Family Life is an important factor in employee performance
and one of the reason for employee turnover. Emotional intelligence has a significant effect on persons work life
equation and contributes significantly towards maintaining a proper balance in professional and personal life. WFC
(work family conflict) has serious repercussions on the Employees and therefore on organizations too. So recruiting
employees with good EI would be a first step towards reducing this conflict and reducing the turnover. Moreover the
demographic changes happening in the workforce need also to be considered by Organizations as their Image is at
stake. Now younger and younger people and a large number of women too are entering the workforce so Companies
would do well to test their EQ along with IQ as a process of recruitment so as to reduce turnover and have a good
working environment.
References:
1. Goleman, D. (1995). Emotional intelligence. New York: Bantam Books, Inc.
2. J.M. George,”Emotions and Leadership:The role of Emotional Intelligence,” Human Relations, Vol 53,pp 1027-
1055, 2000
3. D,Goleman, R. Boyatiz and A. Mckee, primal Leadership: Realizing the power of Emotional Intelligence,
Boston, MA:Harvard Business School Press:
4. K.S.aw, C.Wong,&L.J.Song,’The construct and criterion validity of emotional intelligenceand its potential
utility for managerial studies.” Journal of applied Psychology.vol89,pp483-496,2004

70
BIOMEDICAL WASTE MANAGEMENT: STUDY ON THE AWARENESS AND PRACTICE AMONG
HEALTHCARE WORKERS IN A GENERAL HOSPITAL
JEROME R
Abstract
Bio-medical waste has a higher potential of infection and injury to the healthcare worker, patient and the
surrounding community. Awareness programmes on their proper handling and management to healthcare workers
can prevent the spread of infectious diseases and epidemics. This study was conducted in a tertiary care hospital to
assess the impact of training, audits and education/implementations from 2009 to 2012 on awareness and practice of
biomedical waste segregation. Our study reveals focused training, strict supervision, daily surveillance, audits
inspections, involvement of hospital administrators and regular appraisals are essential to optimize the segregation
of biomedical waste.
Keywords: Biomedical waste, health care worker, hospital safety, segregation

Introduction
Biomedical waste is defined as any solid or liquid waste generated during diagnosis, treatment or
immunisation of human beings and animals or during research that may present a threat of infections to humans. A
total of 80% of the waste generated in the hospitals is composed of general waste while the remaining 20%
comprises of infectious, toxic or radioactive waste.Of this, 20% of the waste is highly infectious and dangerous and
could cause serious damage to the society and the environment when it is not properly segregated and disposed of.In
India uniform guidelines for practice in the country have been laid down under the Bio-medical Management and
handling Rules 1998. The waste management programme in hospitals are in accordance to these guidelines and aim
to minimise cross infection, improve the general hygiene in hospitals and minimise environmental pollution through
proper treatment and disposal of waste.
Material and Methods
A number of cross-sectional audits had been conducted from 2009 to 2012 on the biomedical waste
segregation and the awareness of the HCW on the biomedical waste segregation in the hospital. The results of the
audits are collated and presented as a longitudinal study in this paper.Audit on staff awareness on biomedical waste
segregation was conducted in September 2009 and the main focus of this audit was to assess the awareness level
among the healthcare workers, doctors and nurses and allied staff with regard to biomedical waste segregation. The
audit was done by administering a pre-tested questionnaire to 166 randomly selected health care workers with a
response rate of 54%Audit on segregation was conducted during the month of October 2009 to assess the practice of
biomedical waste segregation in 145 areas, which included all wards, Laboratories Operation theatres, investigation
areas and intensive care units jointly by infection nurses and the interns Quality Management team by observation of
waste segregated at source Re-audit on segregation was conducted to assess the change in practice after the training
sessions and other implementations between September 2009 and January 2012.
Results
Awareness among healthcare workers
It was found that the awareness on the segregation of cytotoxic drugs had increased from 53% to 76%, segregation
and disposal of sharps from 90% to 98%, infectious plastics from 72% to 83% and from 67% to 85% on the
different colour bags used for segregation, which are statistically significant.
Actual practice of biomedical waste segregation
As shown in the actual practice of segregation of infectious non-plastic waste has improved from 69% to 93%,
infectious plastics and Personnel protective equipment (PPEs) from 77% to 96%, non-infectious waste segregation
from 86% to 97% and sharps from 86% to 96%, which are statistically significant. There is no significant
improvement in the segregation of cytotoxic waste.
Discussion
To assess the awareness on Biomedical waste segregation among the healthcare workers, an audit was conducted in
September 2009. The results revealed, among the samples audited, 53% were aware of the segregation of cytotoxic
drugs, 90% on segregation and disposal of sharps, 72% on infectious plastics. Only 67% were aware of the different
colour bags used for segregation. In comparison to a study conducted at Mahatma Gandhi Dental College Hospital
Pondicherry, the knowledge about colour coding of biomedical wastes was 74%.

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The subsequent audit to assess the practice revealed similar results with the infectious non-plastics segregation 69%,
infectious plastics and PPEs segregation 77%, non-infectious waste segregation 86%, sharps segregation 86% and
cytotoxic wastes 88%. These audits showed the need to improve awareness among HCW's and the necessity to
develop new strategies achieves good compliance to waste segregation. The initiatives taken are listed below.
Setting up the biomedical waste management committee
A multi-disciplinary biomedical waste management committee was set up in 2009, which includes the
administration and the infection control team. This committee is responsible for making hospital specific action
plans for biomedical waste management its supervision, monitoring and implementation.
Continuous training of staff
In a study done by waste management among doctors showed the necessity of having a balance between effective
practical training and theoretical aptitude building among the medical group. Showed that training of staff, both
technical and non-technical, is critical for the proper and appropriate management of biomedical waste.A session on
biomedical waste management was introduced as part of mandatory training for all HCWS in the institution to
improve the awareness. Focussed training session in areas with poor compliance was also done.
Biomedical waste management posters
Biomedical waste segregation posters highlighting the colour codes for different categories of waste was put in all
the areas in the hospital as a constant reminder of the need for proper segregation of waste. The posters were multi-
lingual and predominantly pictorial.
Reducing the number of colour bags used for segregation

Five colour system of segregation existed in the institution prior to 2009, which was changed to four colours, as
recommended by Tamil Nadu Pollution control board simplified the process of segregation.
Accountability through labels
Practice of pasting labels on the bags, denoting the location, date and time of disposal of waste generation, prior to
sending them to the temporary storage yard ensured accountability, which was substantiated by frequent audits and
tracking improperly segregated wastes.
Repeated audits and inspections
Repeated audits both scheduled and unscheduled were conducted by the Hospital infection control team and the
quality management team. These audits and inspections focussed on interviewing staff to assess awareness,
scrutinising the training records and also the actual practice of segregation. Reports of these inspections and audits
were sent to administration and respective areas. The recommendations were implemented and followed up by the
biomedical waste management committee.Re-audits on waste segregation practice and awareness at were conducted
in January 2012 and June 2012, respectively, showed asignificant improvement in the above parameters.
Conclusion
present study reveals that periodic focused training and emphasis on implementation of the policies laid down for
bio-medical waste segregation for all HCW is essential to optimise the compliance to effective segregation strict
supervision, daily surveillance, frequent audits and inspections are recommended to implement the bio-medical
waste management rules in the hospital. Involvement of the hospital administrators and regular appraisal with the
status of bio-medical waste management in waste management and quality steering committee play a pivotal role in
executing the policies effectively.
References
1. Shukla SR. Manual of Municipal Solid waste, New Delhi, Ministry of urban development May 2000, Ch. 7. p.
117.
2. Waste from healthcare activities, Fact Sheet. [Internet] November 2011.
3. Joshi SK. Quality Management in Hospitals. Ch. 43. Bio-medical waste management program. New Delhi:
Jaypee Publications; 2009.
4. Hospital Waste Management in the Union Territory of Pondichery-An Exploration. Principal Investigator-Dr.
Joe Joseph.

72
ELECTRONIC - HUMAN RESOURCES MANAGEMENT (GLOBALIZATION)
GOPIKASREE M
Abstract:
Perhaps we can claim that current are is the dated at which human is standing on the two-sided control of
industry and tradition. The basic characteristics of the complex industrial society in the future confirm that most of
the human management and communication tools will not change during human life. Therefore, moving towards the
electronic world is a probable wonder. General recent years electronic human resource management (E-HRM) is
being used in most of the big companies and institutions and is among the leading organizational systems in human
resource management (HRM) which its applications are considered to be very effective and cost-effective. Probably
in now confused world, implementation and development of the E-HRM systems as one of the basic features and
elements in capacitating globalization pattern play a significant role in companies and countries.
Key words: E-HRM System, Globalization Paradigm, Capacitating.
Introduction:
Worldwide, the HR profession had to respond to increased competition for globally mobile talents, changes
in both workforce attitudes and changes in the employer/worker relationship and rapid advances in HR technology.
New kinds of technical knowledge, skills and abilities would require HR practitioners in future who are flexible and
willing to deal with the ever accelerating pace and often unpredictable changes in the global workplace. The HR
profession needs to evaluate the implications of a movement into an era of decentralization, which if used properly,
can lead to emancipation. The era will require a new kind of organization, based on a different system that can bring
together the contribution of autonomous individuals in a socially sustainable way. It is thus clear that a new way to
manage HR as a system is emerging, as well as new HR managers should manage themselves (Animi et al, 2011).
Globalization paradigm, a process fostered and spurred by rapid changes in the information and communication
technology, is making the world economy more interdependent.
Objectives :
E-HRM System Electronic Human Resource Management (E-HRM), is one of the newest topics in human resource
management science that has been created aiming on optimizing procedures in order to run faster the human
resources functions, reducing costs and freeing scientists from administrative constraints to implement the strategic
role (Kariznoee et al, 2012).
Levels of E-HRM System
 Operational E-HRM; The first area, operational E-HRM, concerns the basic HR activities in the administrative
area. One could think of salary administration and personnel data administration.
 Relational E-HRM; The second area, relational E-HRM, concerns more advanced HRM activities. The emphasis
here is not on administering, but on HR tools that support basic business processes such as recruiting and the
selection of new personnel, training, performance management and appraisal, and rewards. For relational E-HRM
there is the choice between supporting recruitment and selection through a web-based application or using a paper-
based approach (through advertisements, paper based application forms and letters etc.).
Levels of E-HRM Levels of E-HRM Description Operational E-HRM E-HRM is concerned with administrative
function like payroll, employee personal data, etc. Relational E-HRM E-HRM is concerned with supportive business
process by the means of training, recruitment, performance management, and so forth. Transformational EHRM E-
HRM is concerned with strategic HR activities such as knowledge management, strategic reorientation, etc
Function:
Electronic Human Resource Management System Globalization with the revolution of information technology has
been dramatically changing human behavior, management of corporations, and governance of states much more
than the industrial revolution transformed the agricultural society(Kyun Kim,2008).As the globalization of markets
continues at a rapid pace, the challenges for managers increase (Connell,2007).The empowerment of managers and
employees to perform certain chosen HR functions relieves the HR department from all these tasks, allowing the
most HR staff to focus less on the operational and more on the strategic elements of HR in organization, and
allowing the organizations to lower the HR department staffing levels (Swaroop, 2012).

73
Challenges, Methods and Opportunities for Implementing the E-HRM:
According to Trapp (2000) the HR function in the future will be the prime target for outsourcing. Consequently
organizational resistance to the new changes implied by the use of the E-HRM application is minimized and
customer satisfaction is increased. The researchers and HR practitioners have developed many methods to make E-
HRM successful in the company. These include;
 When a company implements a new E-HRM system, some of the HR processes must be reengineered in order for
the E-HRM system to be more effective i.e., the inevitable alignment of processes and activities with the new
systems requirements.
 Such reengineering mechanism is applied when transforming HR manual processes to paperless forms.
Reengineering should begin before choosing the software system to make sure changes are accepted by the
stakeholders and the process can actually be aligned with the new system. Lee and Lee (2007) insist that good
planning consumes a considerable amount of time prior to implementation.
 Training and education is a critical step in managing change itself, as employees must be educated about the new
system to understand how it changes business processes.
 Education is the catalyst that brings the knowledge of the users up to the point where they can familiarize
themselves with the new E-HRM system quickly and sufficiently.  Managing change within the organization could
be a full time job by itself as it requires the management of people and their expectations, resistance to change
confusion redundancies and errors.
 In order for E-HRM implementation to be successful, top managers have to approve and continuously support the
responsible parties during the implementation stage to make sure no obstacles prevent or delay the progress.
Benefits of Electronic Human Resource Management System:
By reviewing the relevant literature, this paper extracted some benefits of E-HRM from various studies which are as
follows:
 E-HRM has the potential to influence both efficiency and effectiveness.
 A higher internal profile for HR leading to better work culture.
 It leads to a more transparent system
 A more forceful workflow in the business process, productivity and employee Satisfaction:
 E-HRM can save costs while maintaining the quality of data
 Standardization
 Access to ESS training enrollment and self-development.
 User-friendly interface.
Globalization Paradigm:
When a paradigm is ruling, it demands its specific principles to be fulfilled. With the start of any emerging paradigm
all others reach their start off point. And if a country or an organization explores any emerging paradigm beforehand
and understands its relations and regulations, the said country or organization will totally be able to remove or
destroy all other countries or organizations in competitive scene (Yazdanizadeh&Habibi, 2009). Globalization
paradigm is used to define a combination of factors - a single market place with growing free trade among nations;
the increasing flow and sharing of information, connections and opportunities for organizations and people to
interact around the world without being constrained by national boundaries (Connell, 2007).
The main models and frameworks that have been used in the field concentrate on five levels of analysis:
1. Comparative analysis of national business and management systems :which itself can have different embedded
levels of analysis from business system down to specific HR practices
2. The globalization of industries
3. Relative levels of internalization of the firm and

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4. The progressive building of international capabilities within organizations and
Different dimensions of globalization
Like; economic, political, cultural, legal and social is discussed.
 Economic dimension of globalization: Most of people consider changes in trade and economic relations to be the
main stimulus in globalization process. In this respect, economic equations and abroad economic activities rather
than the other dimensions in life have been globalized and the future of global trade, production and consumption,
economy's global acceptance, market and free trade, the rate of increasing freedom and capital flow are due to the
globalization of politics and also technological development.
Political dimension of globalization: Globalization of politics is the result of the technological development of
globalization of economy and collapse of the Soviet Union. Although there is not much lapse between applying
unified policies by all international players.
 Cultural dimension of globalization: In fact globalization of culture is the result of two previous processes and
greatly is related to the development of communication technology. In addition, the increasing development of mass
media and providing diverse satellite programs, the significant expansion of personal computer usage, internet
unilateral education, and spread of software programs, film download ability, music, books and publications via
global information networks all helped shaping the cultural similarities.
 Legal dimension of globalization: In addition to the effect that globalization paradigm has on the economics,
politics and culture, it has influenced and is influencing legal domain. In one hand such an effect will result in
borders permeability, great mobility of capital and technology, information and communication development and on
the other hand the lack of governments' control and the expansion of professional criminal organizations.
Social dimension of globalization: Globalization has its own specific effects on different societies' social lives.
Social deficiencies caused by globalization include two main events; the competition among developing countries
which are stimulated in the globalized world to attract foreign capital; from among the other effects of globalization
on countries' social policies we can point out the effect of international emigration on the policies adopted by
countries.
Conclusion:
E-HRM is a web based tool to automate and support HR processes. The implementation of E-HRM is an
opportunity to delegate the data entry to the employee. E-HRM facilitates the usages of HR marketplace and offers
more self-service to the employees. E-HRM is advance business solution which provides a complete online support
in the management of all processes, activities, data and information required to manage human resources in a
modern company. It is an efficient, reliable, and easy – to use tool, accessible to a broad group of different users. E-
HRM is a way of implementing HR strategies, policies, and practices in organizations through a conscious and
directed support of and/or with the full use of web-technology-based channels.
References :
Alvani, M.(2010) “Globalization of management”, Journal of Studies of globalization, vol.2, pp:1-13.
Anyim, F. C.&Ikemefuna, C. O.&Mbah, S. E.(2011) “Human Resource Management Challenges in Nigeria Under a
Globalised Economy”, International Journal of Economics and Management Sciences Vol. 1, No. 4, pp: 1-11.
Bacchus, N. (2005)
“The Effects of Globalization on Women in Developing Nations”, http://digitalcommons.pace.edu/honorscollege
theses/2 , Bacchus1-35. Bell, B. S., Lee, S.W., &Yeung, S. K. (2006). The impact of EHR on professional
competence in HRM: Implications for the development of HR professionals.

75
A STUDY ON GST IN INDIA
VINOTHKUMAR A
ABSTRACT
India is going through a lot of change right now, first demonetization attempt to curb the black money and eradicate
corruption and now a few months later GST bill to make sure there should be no space for the reasons of corruption
which will directly boost our Indian economy. GST is termed as biggest tax reform In Indian Tax Structure.The
purpose of GST is to replace all these taxes with single comprehensive tax, bringing it all under single umbrella.
The purpose is to eliminate tax on tax. This paper presents an overview of GST concept, explains the effects and
impacts of GST on various aspects of our lives.
INTRODUCTION
The demonetization of the highest denomination currency notes is part of several measures undertaken by the
government to address tax evasion, counterfeit currency and funding of illegal activities. The requirement to
deposit currency notes in excess of specified limits directly into bank accounts has resulted in the declaration of
hitherto unaccounted income, subject to higher tax and other penalties. India has one of the highest levels of
currencies in circulation at over 12% of GDP and of this cash, 87% is in the form of Rs500 and Rs1,000 notes.
Globally, this is not unusual as the central banks of several countries pump massive amounts of cash into the
economy, mostly in very large denominations. Facilitating faster payment services The payments eco-system in the
country provides multiple options to different segments of users for funds transfer as well as for making payments
in exchange of value for goods and services. With increasing adoption of electronic payments, particularly those
driving e-commerce and mcommerce, there is a growing demand for faster payment services which, in turn,
facilitate ease in doing financial transactions.
LITERATURE REVIEW
AgogoMawuli (May 2014) studied, “Goods and Service Tax-An Appraisal” and found that GST is not good for
low-income countries and does not provide broad based growth to poor countries. If still these countries want to
implement GST then the rate of GST should be less than 10% for growth.
Pinki, SupriyaKamma and RichaVerma (July 2014) studied, “Goods and Service Tax-
Panacea For Indirect Tax System in India” and concluded that the new NDA government in India is positive
towards implementation of GST and it is beneficial for central government , state government and as well as for
consumers in long run if its implementation is backed by strong IT infrastructure.
Monika Sehrawat, and UpasanaDhanda, (December 2015) studied “GST IN INDIA: A KEY TAX REFORM”
and concluded that GST will give India a world class tax system by grabbing different treatment to manufacturing
and service sector. But all this will be subject to its rational design and timely implementation.
OBJECTIVES OF THE STUDY
The study aims at:
• To recognize the concept of GST.
• To study the Impact of GST on common man
METHODOLOGY
The study is based on secondary sources of data/ information. Different books, journals, newspapers and relevant
websites have been consulted in order to make the study an effective one. The study attempts to examine Impact of
GST on Common Man.
INTRODUCTION
Most countries have a unified GST system.However India is opted for a dual GST system prevalent in Brazil and
Canada. Under this Model both the centerand states have the right to levy and collect tax on the sale of Goods and
Service. It is a single tax on the supplyof goods and services, right from the manufacturer to the consumer. It will
replace the current taxes of excise, VAT and service tax.GST will bring uniform taxation across the country and
allow full tax credit from the procurement of inputs and capital goods which can later be set off against GST output

76
liability. This reform gives equal footing to the big enterprises as well as SMEs. The aim of GST is thus to simplify
tax hurdles for the entire economy. There will be 3 types of GST:
 CGST- Collected by Centre
 SGST- Collected by State
 IGST- Applicable on inter-state sales. It will help in smooth transfer between states and the Centre
GST or Goods and Services Tax as the name implies,it is an indirect tax applied both on goods and services at a
uniform rate.This means goods and services will be subject to a uniform tax rate and both will be treated at par.A
single form of tax known as GST or Goods and services tax will be applied throughout the country,replacing a
number of other indirect taxes like VAT, Service tax, CST, CAD etc. GST or Goods and Services Tax – A new
law,a new tax will bring with it new challenges to face that need to be tackled with utmost care.
WHAT WILL BE THE GST RATES?
The GST rates have not yet been passed by the LokSabha. The proposed rates are: 5%,12%, 18%, 28% (+luxury
cess).
EXEMPTIONS UNDER GST
Under GST, the government has fixed GST rates on 1,211 goods and 500 services in the range of five to 28 per
cent. Certain items such as alcohol, petrol, diesel and natural gas will be exempt under the GST. In addition to
these, the GST Council has also classified certain items under the 0 per cent tax rate, implying that GST will not be
levied on them. This list includes items of daily use such as wheat, rice, milk, eggs, fresh vegetables, meat, fish,
sindoor, bindi, stamps, judicial papers, printed books, newspapers, bangles, handloom, bones and horn cores, bone
grist, bone meal, kajal, children's' picture.
Slabs New GST Rates Current Rates Products
1. 0% - Foodgrains used by common people

2. 5% Upto 9% Edible oil, spices, tea, coffee
3. 12% 9%-15% Computers, processed food
4. 18% 15%-21% Soaps, oil, shaving sticks
5. 28% 21% Luxury goods
(luxury cars, tobacco, aerated drinks)
POSITIVE IMPACT OF GST ON THE COMMON MAN OR ADVANTAGES OF GST:

 A unified tax system removing a bundle of indirect taxes like VAT,CST,Servicetax,CAD,SAD,Excise etc.
 A simplified tax policy as compared to earlier tax structure. However, it’s not as simple as it seems to be,
Check disadvantages below to grab more details.
 Removes cascading effect of taxes i.e. removes tax on tax.
 Due to lower burden of taxes on the manufacturing sector, the manufacturing costs will be reduced,hence
prices of consumer goods likely to come down.
 Due to reduced costs some products like cars, FMCG etc…will become cheaper.
 This will help in lowering the burden on the common man i.e. you will have to shed less money to buy the
same products which were earlier costly.
 The low prices will further lead to an increase in the demand/consumption of goods.
 Increased demand will lead to increase supply. Hence, this will ultimately lead to rise in the production of
goods.

77
 The increased production will lead to more job opportunities in the long run.But,this can happen only if
consumers actually get cheaper goods.
 It will curb circulation of black money. This can happen only if the “kacha bill” system, normally followed
by traders and shopkeepers is put to check.
 A unified tax regime will lead to less corruption which will indirectly affect the common man.
NEGATIVE IMPACT OF GST ON THE COMMON MAN OR
DISADVANTAGES OF GST:
 The first and the foremost point of concern: All small traders and service providers dealing in interstate
supply of goods or services need to get registered, pay GST and file GST returns also irrespective of the
sales/income they generate (whether high or low).
 The numbers of GST returns that you need to file i.e. you have to file 3 monthly returns, these amounts to
total of (3*12) 36 returns plus 1 annual return.Filing 37 returns in a year…Moreover, this applies to one
state, if you function in different states, you need to register in each state separately and file the respective
returns. It is too much for a small trader or service provider or an online service provider who has just
started working.
 Although big businesses having ample of staff can handle the whole process very easily. But, what about
small traders/service providers or individuals who have just started their business or service, it is getting a
bit complex for them. A small exemption in this regard could have been a big sigh of relief for such people!
Really hope to see some relaxation to it in the coming days.
 Service tax rate @ 15% is presently charged on the services. So,if GST is introduced at a higher rate which
is likely to be seen in the near future,the cost of services will rise. GST shall be charged @18% on
maximum services and shall reach upto 28% for few services. In simple words,all the services like telecom,
banking, airline etc. will become more expensive.
 Increased cost of services means, an add on to your monthly expenses.
 Businessmen and service providers are still learning about the new laws. This will increase reliance on tax
experts and professionals and further add to your business expenses.
GST training and Courses are being provided by the Government,various institutions and companies to educate the
people all around.
However, GST or Goods and Services tax is a long term strategy planned by the Government and its positive impact
shall be seen in the long run only.The rates of GST and how effectively GST is introduced in all the States and at the
Centre also plays a crucial role in deciding the actual impact of GST on the common man.
CONCLUSION
Goods and Services Tax (GST), hailed as one of the most powerful tax reforms which India has ever seen, purports
to do away with the multiple tax regulations on most of the goods and services. GST affected the life of a common
man as they were the ultimate consumers. Many things becomecheaper and many things become costly. The
movement of goods will now become much simpler across the country and cheaper as the new regime replaces the
old system, where a product was taxed multiple times and at different ratesLet us hope this “One nation,one tax”
proves to be a game changer in a positive way and proves to be beneficial not only to the common man but to the
country as a whole.A rising Indian economy will anyways help in the financial growth of the common man!
REFERENCES
1. http://www.ijemr.net/DOC/ImpactOfGSTOnCommonMan.pdf
2. http://www.erpublications.com/uploaded_files/download/download_05_07_2017_10_37 _02.pdf
3. http://fintrakk.com/gst-what-is-the-impact-of-gst-on-common-man/
4. www.gstindia.com/basics-of-gst-implementation-in-india/
5. https://en.wikipedia.org/wiki/Goods_and_Services_Tax_(India)_Bill

78
PATIENT SATISFACTION WITH SERVICES OF THE OUTPATIENT DEPARTMENT
VIJAY P
Abstract
Patient’s satisfaction is a useful measure to provide an indicator of quality in healthcare and thus needs to
be measured frequently. The aim of the study was to analyze and compare the level of satisfaction of patients
attending the Outpatient Department of a Hospital.
Keywords: Patient satisfaction, Outpatient department, Quality indicator
Introduction
The outpatient clinic of a hospital, also called an outpatient department provides diagnosis and care for
patients that do not need to stay overnight. This is distinct from independent of hospitals, almost all of which are
designed mostly or exclusively for outpatient care and may also be called outpatient clinics. Outpatient department
(OPD) is the first point of contact of the hospital with patients and serves as the shop window to any healthcare
service provided to the community. The care in the OPD is believed to indicate the quality of services of a hospital
and is reflected by patients' satisfaction with the services being provided. Recognition of sub-optimal OPD service
attributes is expected to provide the basis of a diagnostic impression of hospital operations in respect of OPD
services as well as supply important information to the hospital management for improvement of such services.
Objective
 To assessment of satisfaction to utilized the OPD services at patients for the hospital.
 To identify the factors related to patients satisfaction
Quality of healthcare
In a major report published in 2001 (“Crossing the Quality Chasm”, the Institute of Medicine (IOM) set
forth six aims for a quality health care system patient safety:
(a) Safe
(b) Equitable
(c) Evidence based
(d) Timely
(e) Efficient
(f) Patient centered
THE LATTER THREE FACTORS DIRECTLY INFLUENCE PATIENT SATISFACTION.
Patient as a consumer
Under these circumstances, would it be more appropriate to address the patients as “consumers”? The word
“consumer” is derived from the Latin word “consumere” which literally means one who acquires commodities or
services. Similarly, the word customer is also defined as “a person who purchases goods or services.” Today the
patient sees himself as a buyer of health services. Once this concept is accepted, then there is a need to recognize
that every patient has certain rights, which puts a special emphasis on to the delivery of quality health care,
This explains why many hospitals, especially those in the corporate sector, have begun to function like a service
industry. The hospital industry has begun to employ HR professionals and management graduates. Third-party
payers too have recognized that patient satisfaction is an important tool for the success of their organization and are
regularly monitoring patient satisfaction levels among their customers. In USA, physician bonuses are linked to
patient evaluation of their doctor's personal interaction with them.
These players have recognized that higher patient satisfaction leads to benefits for the health industry in a
number of ways, which have been supported by different studies:
 Patient satisfaction leads to customer (patient) loyalty.
 Improved patient retention - according to the Technical Assistant Research Programs (TARPs), if we
satisfy one customer, the information reaches four others. If we alienate one customer, it spreads to 10, or
even more if the problem is serious. So, if we annoy one customer, we will have to satisfy three other
patients just to stay even. Change the reference number.

79
 They are less vulnerable to price wars. There is sufficient evidence to prove that organizations with high
customer loyalty can command a higher price without losing their profit or market share. In fact, in a study
conducted in Voluntary Hospitals of America, nearly 70% of patients were willing to pay more money if
they had to consult a quality physician of their choice.
 Consistent profitability - it is estimated that, in USA, loss of a patient due to dissatisfaction, can result in
the loss of over $200,000 in income over the lifetime of the practice.
 Increased staff morale with reduced-staff turnover also leads to increased productivity
 Reduced risk of malpractice suits – an inverse correlation has been reported for patient satisfaction rates
and medical malpractice suits.
 Accreditation issues – it is now universally accepted that various accreditation agencies like International
Organization for Standardization (ISO), National Accreditation Board for Hospitals (NABH), Joint
Commission on Accreditation of Healthcare Organizations (JCAHO), etc., all focus on quality service
issues.
 Increased personal and professional satisfaction - patients who improve with our care definitely make us
happier. The happier the doctor, the happier will be the patients.
Service excellence
Service excellence revolves around three factors: doctor, patient, and organization.
Doctor
Undoubtedly, the physician has twin responsibilities of giving the best health care to the patient, and leading the
team or the organization in attaining the goal of satisfying the patient. Listed below are few “house rules” to handle
the patient so as to attain a satisfying and a no complaining patient:[
 Break the ice: make eye contact, smile, call people by name, express with words of concern.
 Show courtesy: Kind gestures and polite words make a patient very comfortable.
 Listen and understand: encourage patients to tell their problem. Invite and answer their questions.
 Inform and explain: it promotes compliance. People are less anxious when they know what's happening.
 See the whole person: see beyond illness the whole person.
 Share the responsibility: risks and uncertainty are facts of life in medical practice. Acknowledging risks
builds trust.
 Pay undivided attention: this reduces distractions and interruptions as much as possible.
 Secure confidentiality and privacy: watch what you say, where you say, and to whom you say.
 Preserve dignity: treat the patient with respect. Respect modesty.
 Remember the patient's family: families feel protective, anxious, frightened, and insecure. Extend
yourself, reassure, and inform.
 Respond quickly: Keep appointments, return calls, and apologize for delays.
Patient
A patient's liking the doctor has a lot to do with the patient getting better. A patient's expectations of a good
service depend on age, gender, nature of illness, hour of the day, his or her attitude toward the problem and the
circumstances.
In general, patients expect their doctors to keep up the timings, behave cordially, and communicate in their
language. They expect care, concern, and courtesy in addition to a good professional job.
Understanding a patient
Certain tips can help a doctor or a hospital to understand the patients better:
 Recognize that patients expect a personal relationship that shows compassion and care.
 Recognize that the patient has got certain rights. Various regulatory authorities and hospitals have drawn a
charter of rights for the patients.
 Make sure a patient has got a good first impression of you and your set up.
 Step into your patients′ shoes; see through their eyes and hear through their ears.
 Minimize the patient's waiting time to the least possible.
 Try to make your problem-solving system to be functional.
 Always obtain feedback from your patients and correct shortcomings if any.

80
Hospital
Many a times it happens that with a competent doctor and a compliant patient, the problems persist because
of the policies, work culture, and attitude shown by the hospital. Traditionally, hospitals have had discrete functional
services such as house-keeping, dietary services, pharmacy, laboratory, etc.
Telephone service
Ensure that a smart, competent, and intelligent person is placed to handle the telephone for he or she will be
the voice of the practice.
Waiting time
The amount of time the patient spends in the waiting corridor area plays a very important role in
determining the outcome of patient satisfaction. With so many choices available, few people will stick to a doctor
who has no respect for their time. The waiting time depends on a lot on factors, like the doctor's style of working,
the kind of patients he or she sees, the locality where he or she practices, and the efficacy of the supportive staff.
Doctor-patient interaction
This is perhaps the most important indicator to determine the patient satisfaction outcome. Improving the
physician's interpersonal skills can increase patient satisfaction, which is likely to have a positive effect on treatment
adherence and health outcomes.
Patient education
Typically, today's patients are more educated, computer savvy, and much richer. It is essential to clear all
their rightly or wrongly earned doubts with much patience and compassion.
Feedback
The feedback given by the patient helps to improve the work of the physician, place, and also the system.
Despite the advantages of self-assessment, dermatologists rarely have a system to analyse and evaluate quality of
care rendered in the practice. Patient feedback can be obtained by patient questionnaires, follow-up phone calls,
suggestion box, referral physician's survey, etc. The data can be used to design effective strategies to improve
efficiency of care given to the patients.
Conclusion
Patient attending each hospital are responsible for spreading the good image of hospital and therefore
satisfaction of patients attending the hospital is equally important for hospital management. The customer image of
the hospital still desired better quality of services appropriately throughout whole country. In this study, dependent
variable of concern was patient satisfaction towards the hospital services which were considered according to
component of care such as convenience, courtesy, quality of care, out of pocket cost and physical environment.
Reference
1. Ford Robert C., Bach Susan A., FottlerMayron D. Methods of measuring patient satisfaction in health care
organisation. Health Care Manage Rev. 1997;22(2):74–89.
2. Hseik M., Kagle J.D. Understanding patient satisfaction and dissatisfaction with health care. NatlAssocSoc
Workers. 1991;16:281–290.
3. Pawan K.S., Ahmed I.S., Bhatia M. Health care services in Punjab: finding of a patient satisfaction survey. Soc
Change. 2008;38(3):458–477.
4. Organisation and Management of Hospitals, Practical Manual of PGDHHM 03. IGNOU; 2001.Patient
satisfaction; pp. 14–25.

81
RURAL MARKETING ISSUES AND CHALLENGES
INDHUMATHI R
ABSTRACT
Rural markets offer a great scope for a concentrated marketing effort because of the recent increase in the rural
incomes. Such incomes will increase faster because of better production and higher prices for agricultural
commodities. Rural marketing is a developing concept, and the marketers have realized the opportunity of growth in
the market recently. Any macro level strategy for these markets should focus on availability, accessibility and
affordability.
I. INTRODUCTION
Broadly rural marketing incorporates the marketing of agricultural products, rural industries products and services
of many kinds. The trade channels for different types of commodities available in rural areas are private, co-
operatives, processors, regulated markets and state agencies. In no sense, a social cluster or village economy as at
whole can, be developed without effective and efficient rural marketing. Very little attention has been paid in the
planning era towards the development of rural marketing. In fact marketing is a dynamic state of affairs and is part
and parcel of the whole economy. Thus production and marketing are the two facets of a coin. Rural marketing
constitutes the nerve centre of rural development activities
II. REVIEW OF LITERATURE
Adi Godrej, chairman of the Godrej group that is in a range of business from real estate and personal care to agro
foods, has no hesitation proclaiming. It is a myth that rural consumers are not brand and quality conscious. A survey
by the National Council for Applied Economic Research (NCAER), India’s premier economic research entity,
recently confirmed that rise in rural incomes is keeping pace with urban incomes. From 55 to 58 % of the average
urban income in 1994-95, the average rural income has gone up to 63 to 64% by 2001 – 2002 and touched almost
66% in 2004-05.
III.OBJECTIVES OF THE STUDY
1. To study the strategies of rural marketing.
2. To discuss the issues and challenges of rural marketing.
3. To evaluate the key decision areas in rural marketing.
4. To study the problems of rural marketing.
IV.METHODOLOGY OF THE STUDY
The study is a descriptive method. The Secondary data were collected from different sources, such as, text books,
magazines , articles and websites.
V. RURAL MARKETING STRATEGIES
The rural market has changed drastically in the past one decade. A decade ago, the rural market was more
unstructured and was not a prioritized target location for corporate. Very few companies, mainly the agro-based
ones, were concentrating in these markets. There is no innovative strategies and promotional campaigns. A
distribution system did exist, but was feeble. Illiteracy and lack of technology were the other factors leading to the
poor reach of products and lower level of awareness amongst villagers. Gradually, corporate realized that there was
saturation, stiff competition and clutter in the urban market, and a demand was building up in rural areas Companies
came up with special rural products, like Chic Shampoo sachets @ Re. 1, Parle-G Tikki packs @ Rs.2, customized
TVs by LG, Shanti Amla oil by Marico.
VI. ISSUES AND CHALLENGES IN RURAL MARKETING
ISSUES: India is ingenious with a good degree of ethnic, cultural and regional diversity. About 3/4th Television
has made a great impact and large audience has been exposed to this medium. Radio reaches of the total population
resides in the rural areas and majority of them are dependent upon agriculture for their subsistence. Agriculture
contributes about 24.7% to the Gross Domestic Product (GDP) of the scountry. It also contributes about 13.1% to
the total Indian exports. This sector provides employment to 58.4% of the country’s workforce and livelihood to

82
more than 650 million people. Despite this fact, the condition of these people has not shown any significant
improvement. The development of the nation largely depends upon the development of the rural population.
CHALLENGES: Despite the fact that rural markets are a huge attraction to marketers, it is not easy to enter the
market and take a sizeable share of the market, in the short time due to the following reasons:-
1. Low Literacy: There are not enough opportunities for education in rural areas. The literacy level is as low (36%)
when compared to all-India average of 52%.
2. Communication Problems: Facilities such as telephone, fax and telegram are rather poor in rural areas.
3. Traditional Life: Life in rural areas is still governed by customs and traditions and people do not easily adapt new
practices. For example, even rich and educated class of farmers does not wear jeans or branded shoes.
4. Media for Promotions: 119 large population in rural areas at a relatively low cost. However, reach of formal
media is low in rural households. Therefore, the market has to undertake specific sales promotion activities in rural
areas like participating in meals of fairs.
5. Seasonal Demand: Demand for goods in rural markets depends upon agricultural situation, as agriculture is the
main source of income. Agriculture to a large extent depends upon monsoon and, therefore, the demand or buying
capacity is not stable or regular.
6. Transportation: Many rural areas are not connected by rail transport
VII. KEY DECISION AREAS IN RURAL MARKETING
1. Rural Market Segmentation: A marketer has certain important sources of data available and can consider several
variables, to segment these markets.
2. Product Planning: Companies have to consider whether the existing successful products available in the urban
areas can be marketed in the rural markets without any modification.
3. Pricing Decision: Pricing strategies are linked more to product positioning and packaging.
4. Promotion: Rural India has many fairs and festivals and marketers use these platforms for brand promotions.
5. Communication and Personal Selling: Rural customers have poor literacy level, the scope for using print media-
magazines, newspapers, periodicals etc. is not viable alternative.
VIII. PROBLEMS OF RURAL MARKETING
The problems of rural marketing are continuing in spite of efforts to improve:
1. Underdeveloped People: five year plan. The position is improving but slowly the rural marketer has many
challenges.
2. Underdeveloped Market: Rural markets are not developing because of inadequate banking and credit facilities. 3.
Poor or improper communication facilities: village in India only has bank.
IX. CONCLUSION
Rural marketing is a developing concept, and as a part of any economy has untapped potential marketers have
realized the opportunity recently. Improvement in infrastructure and reach promise a bright future for those
intending to go rural. Any macro-level strategy for these markets should focus on availability, accessibility and
affordability. The Rural market is not homogeneous. The individual sections of this market are not too big, although
the overall size is large. There are geographical, demographical, statistical and logistical differences. Positioning and
realities regarding the potential of each of these market segments differ and lie at the very core of forming the
strategy for the rural markets.
X.REFERENCES
[1] Dr. Rajagopal, Development of Agricultural Marketing in India, Published by Print well , Jaipur.
[2] J.B.Ambekaryadav , Communication and Rural Development, Published by Mittal Publications (New Delhi),
1992.
[3] Jillian,C.S. & Macy, C..2002, Understanding consumer-service brand relationships: A case study approach,
Australasian Marketing Journal, (2).

83
EFFECTS OF GLOBAL CLIMATE CHANGE ON AGRICULTURE: AN INTERPRETATIVE REVIEW
SATHISH P
ABSTRACT:
Climate is the primary determinant of agricultural productivity. Concern over the potential effects of long-term
climatic change on agriculture has motivated a substantial body of research over the past decade. This body of
research addresses possible physical effects of climatic change on agriculture, such as changes in crop and livestock
yields, as well as the economic consequences of these potential yield changes. This paper reviews the extant
literature on these physical and economic effects and interprets this research in terms of common themes or findings.
Of particular interest are findings concerning the role of human adaptations in responding to climate change,
possible regional impacts to agricultural systems and potential changes in patterns of food production and prices.
Limitations and sensitivities of these findings are discussed and key areas of uncertainty are highlighted. Finally,
some speculations regarding issues of potential importance in interpreting and using information on climate change
and agriculture are presented. KEY WORDS: Climate change · Agriculture · Economic consequences · Regional
effects · Adaptations · Uncertainty
1. INTRODUCTION
Climate is the primary determinant of agricultural productivity. Given the fundamental role of agriculture in human
welfare, concern has been expressed by federal agencies and others regarding the potential effects of climate change
on agricultural productivity. Interest in this issue has motivated a substantial body of research on climate change and
agriculture over the past decade. Climate change is expected to influence crop and livestock production, hydrologic
balances, input supplies and other components of agricultural systems. However, the nature of these biophysical
effects and the human responses to them are complex and uncertain.
2. AGRICULTURE AND CLIMATE
Plant systems, and hence crop yields, are influenced by many environmental factors, and these factors, such as
moisture and temperature, may act either synergistically or antagonistically with other factors in determining yields
(Waggoner 1983). Controlled field experiments can generate information on how the yield of a specific crop variety
responds to a given stimulus, such as water or fertilizer. However, by their nature, such controlled experiments
consider only a limited range of environmental factors.
The effects of climate change on agricultural yields vary by region and by crop. Table 1 summarizes changes in crop
yields estimated in some recent studies in North and South America. All estimates are derived from biophysical
simulation models, almost exclusively the CERES family of crop models, for a few important agricultural regions
within selected countries (see Ritchie et al. 1989 for a description of the CERES models).
2.2. Livestock response to climate change Livestock can also be affected by climate and, hence, climate change.
Specifically, livestock can be affected in 2 ways by climate change: the quality and amount of forage from
grasslands may be affected and there may be direct effects on livestock due to higher temperatures. There are few
studies which address climate change effects on livestock, but those which do show effects on performance. For
example, warmer summer temperatures are estimated to have a suppressing effect on livestock appetite, which leads
to lower weight gain (Adams et al. 1998).
3. THE ECONOMIC PERSPECTIVE: DIMENSIONS OF HUMAN RESPONSE
Over time, humans have adapted agricultural systems and practices to changing economic and physical conditions.
This has been accomplished by adopting new technologies (including investments in genetic improvements),
changing crop mixes and cultivated acreages, and changing institutional arrangements. Such flexibility is suggestive
of significant human potential to adapt to climate change (CAST 1992, Rosenberg 1992).
3.2. Adaptation and adjustment of agricultural systems to climate change
That agricultural systems adapt to prevailing climate conditions is well documented (CAST 1992, Rosenberg 1992,
Easterling et al. 1993, Kaiser et al. 1993, Easterling 1996). The consistent pattern of growth in global yields over the
past 50 yr (of approximately 2% per annum) suggests that crop yields will be higher in the future, with or without
climate change. This growth is, in part, due to adoption of new technologies. A fundamental question with regard to

84
climate change is whether agriculture can adapt quickly and autonomously or will the response be slow and
dependent on structural policies and programs? The nature of the response is important because failure to account
for adaption responses in assessments will overstate the potential negative impacts or understate potential positive
gains associated with climate change. Several studies (both structural and spatial analogue) describe substantial
opportunities for adaptation to offset negative effects of climate change (e.g. Rosenberg 1992, Mendelsohn et al.
1994, Adams et al. 1998), but adaptation is not without costs. Changes in technology imply research and
development costs, along with the costs of farm-level adoption, including possible physical and human capital
investments. Changes in climate may add stress to local and regional agricultural economies already dealing with
long-term economic changes in agriculture. In addition, there may be barriers to adaptation that limit responses, such
as the availability of and access to financial resources and technical assistance, as well as the availability of other
inputs, such as water and fertilizer. Uncertainty about the timing and rate of climate change also limits adaptation
and, if expectations are incorrect, could contribute to the costs associated with transition and disequilibrium. There
are other factors that influence the adoption of new technologies.
3.3. Importance of adaptation assumptions in economic assessments The effect of adaptation assumptions on
economic estimates derived from the structural approach is addressed systematically in Adams et al. (1998).
Specifically, this study evaluated the effect of alternative assumptions regarding farmer adaptations and other types
of adjustments on the economic effects of climate change. This evaluation is notable because it used the same
economic model found in some of the first agricultural assessment studies in the U.S. (the Agricultural Sector Model
or ASM). Thus, estimates from this study can be compared with earlier results (for the same climate change
forecasts); differences in the economic estimates are then due to modifications in the ASM designed to simulate
adaptation alternatives.
The 4 modifications in the ASM that differ from earlier ASM-based studies were
(1) inclusion of some warmer season crops (tomatoes, citrus) that should benefit from warming;
(2) increased possibilities of crop ‘migration’ (shifts in crop growing regions in response to changes in climate);
(3) adjustments in specific crop yields to reflect more on-farm adaptation by farmers, based on observed behavior
reported elsewhere (Segerson& Dixon 1998); and
(4) inclusion of livestock effects. These adjustments to the ASM capture a wide range of possible adaptations or
changes and can thus help resolve the issue of the role of adaptations in the assessment process.
The effects of including these changes were evaluated using the GISS GCM forecast (the only GCM for which
comparable forecasts Effects of global climate change on agriculture
3.4. Uncertainties, costs and constraints to adaptation Because explicit adaptation responses are difficult to project,
no assessment of the agricultural effects of climate change can account for the full range of adaptation options likely
to arise over the next century.
6. CONCLUSIONS
Within the U.S. and the rest of the Americas, there will be both winners and losers, with some areas benefitting
from increases in agricultural production as a result of climate change while other areas suffer decreases. Climate
change may also affect the welfare of economic groups differently (e.g. consumersvs producers).
REFERENCE:
1. Agriculture, forestry and related benefits of air pollution control. Am J Agric Econ 68:885–894 Adams RM,
Glyer JD, McCarl BA, Dudek DJ (1988)
2. The implications of global change for western agriculture. West J Agric Econ 13:348–356 Adams RM,
Rosenzweig C, Ritchie J, Peart R, Glyer J, McCarl B, Curry B, Jones J (1990)
3. Global climate change and U.S. agriculture. Nature 345:219–224 Adams RM, Fleming RA, Chang CC, McCarl
BA, Rosenzweig C (1995)
4. A reassessment of the economic effects of global climate change on U.S. agriculture. Clim Change 30: 147–167

85
CAREER DEVELOPMENT IN BEST-PRACTICE ORGANIZATIONS: CRITICAL SUCCESS FACTORS
MYTHILI K
Abstract
Career development is argue to be “an ongoing, formalized effort” engage by organizations in enriching the
organization’s human resources in alignment with employees’ and the organization’s needs. A sample was drawn
from First City Monument Bank with two hundred and sixty five respondents used to analyze demographic
characteristics of the respondents, while was adopted for the Structural Equation modeling of the survey model.
Many of the associations between the tested variables were strong and positive. However, all the tested independent
variables such as reward, recognition, skills, promotion had positive impact on organizational growth, while
experience had negative impact.
Introduction
Career development as a phenomenon is regarded as a concern to scholars, researchers, decision makers and human
resources experts. These stakeholders in human capital development strive to manage issues such as recruitment,
selection, training and development, promotion, and so on emanating from career development. Further,
organizations in particular endeavor to manage career development issues and how they affect organizational
growth. However, career development is defined as “an ongoing, formalized effort by an organization that focuses
on developing and enriching the organization’s human resources in light of both the employees’ and the
organization’s needs” As obtained in the definition, both the employees’ and organization’ needs are factors into
career development.
Review of the Literature
Career development theories have focused on the human lifespan, traits, vocational choice, assessment tools, values
and self-understanding to guide adults in their career decisions. However, many of these early theories have
questionable value in today’s diverse workforce and where business practices have changed to reflect emerging
economic competitiveness in a global economy. This paper reviews literature on career development and
contemporary business trends. Career development implications and research questions for the 21st century
workplace are identified
Problem of the study
In order to manage their own careers over time within an employing organisation, and in the labour market more
broadly, an individual will usually need to engage with five main areas of thinking and action. The top part of this
model will be very familiar to guidance professionals, with self‐ knowledge on one side and appreciation of career
options on the other. General career information, even inside a particular organisation, is of limited value to
individuals without an understanding of how they are seen by the people in their organisation, and for what kinds of
jobs they might be considered a credible candidate. So feedback from others is an important input to self‐knowledge.
Objective
 Onboarding Strategies Related to Progression and Planning,
 Career Coaching and Development Opportunities
 Includes Shadow, Preceptor and Mentoring Programs,
 Creation of Partnerships for External Development Opportunities,
 Providing Cross-functional Project Opportunities
 Workforce Pipeline Building Strategies
Need of the study
Career Development: An activity undertaken to increase the knowledge, competency, ability, and skill of
individuals in the performance of those duties which support the Agency mission and performance goals. These
include potential duties in a different job or occupation at the same or higher level than the one currently held.
 Training
 Career Development
 Career Development Facilities
 Individual Development Plan
 Language Training

86
 Family Member Training
 Overseas Training
 Variance In Work Hours
Methodology
Fourteen organizations were identified and in-depth interviews were held with individuals responsible for career
management and career development programs in each organization. The employers featured in this study
wereselected on the basis of their outstanding reputations in the Canadian career management arena. The
organizations were chosen on the basis of having been profiled or identified as “best-in-class,” progressive
organizations companies to work for in Canada.The interviews were conducted by one researcher to ensure
consistency. Information was obtained through these in-depth interviews, written policy summaries, guidelines and
other material provided by those who were interviewed. Although a structured, the perspectives of these
organizations proved so diverse that it was decided that more insights could be obtained if the researcher did not
limit the respondents to particular topics but instead encouraged them to explore what they deemed to be critical.
Discussion
The primary purpose of the present article was to illustrate the utility of the career development strivings strategy as
a flexible and efficient approach to assessing ratings of ideographic goals in the career decisionmaking process.
Toward that end we demonstrated the reliability of career development striving appraisal ratings and showed
predictable patterns of convergent and discriminate validity both among striving appraisal ratings and between those
ratings and scores on measures of conceptually related and unrelated criterion variables. As stated in the
introduction, there are two principal advantages to the career development strivings method.
Findings
This study did not find people to be a predictor of career decisions. Instead, these decisions reflect the
independent‐self among career choice and exploration process. In particular, the students placed a strong
emphasis on self‐development.Most of the respondents aspired to careers, and not jobs or callings, reflecting a
desire for career benefits and becoming wealthy. Men and women, with few exceptions, appear to have similar
patterns in the factors affecting their career choice. Many of the factors found to have relationships with
variables related to career choice in management also have strong cultural influences .
Conclusion
Results support the literature, in terms of the relationships between independent and dependent variables with the
exception of experience, which had negative impact on organizational growth. Therefore, management should
employ better strategies in retaining their experienced employees, which tends to effect on the organizational
growth.
References
1. Keirsey Temperament versus Myers-Briggs Types. (2015). Retrieved from Keirsey Temperament Sorter:
http://www.keirsey.com
2. The Research BehindStrengthsFinder 2.0. (2015). Retrieved from Gallup Strenghtsfinder, http://
strengths.gallup.com/default.aspx
3. Learning Elite.(2015). Chief Learning Officer Magazine.Retrieved from http://www.clomedia.com/learning-
elite
Journal
1. http://jcd.sagepub.com/cgi/alerts
2. http://jcd.sagepub.com/subscriptions
3. http://www.sagepub.com/journals

87
MARKETING IN INDIA
DIWAKAR C
ABSTRACT:
People are actively trying to reduce their impact on the environment. However, this is not widespread and is still
evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an
edge in the competitive market by exploiting the potential in the green market industry. In the modern era of
globalization, it has become a challenge to keep the consumers in fold and even keep our natural environment safe
and that is the biggest need of the time.
INTRODUCTION:
Marketing is a phenomenon which has developed particular importance in the modern market and has emerged as an
important concept in India as in other parts of the developing and developed world, and is seen as an important
strategy of facilitating sustainable development. In this research paper, importance of marketing.
Data has collected from multiple sources of evidence, in addition to books, journals, websites and news papers. It
explores the main issues in adoption of marketing practices.
 Green Marketing,
 Environment,
 Traditional Marketing,
 Consumer,
 Marketer.
I.) INTRODUCTION
According to the American Marketing Association, green marketing is the marketing of products that are presumed
to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product
modification, changes to the production process, packaging changes, as well as modifying advertising. Green
marketing refers to holistic about the implications of global warming, non-biodegradable solid waste, harmful
impact of pollutants are to the need for switch into green products and services.
MARKETING
marketing term was first discussed in a seminar on ―Ecological Marketing‖ organized by American Marketing
Association (AMA) in 1975 and took its place in the literature. The term They were by Ken Pattie (1992) in the
United Kingdom and by Jacquelyn Ottman (1993) in the United States of America. According to Peattie (2001), the
evolution of green marketing has three phases.
First phase was termed as "Ecological" green marketing, and during this period all marketing activities were
concerned to help environmental problems and provide remedies.
Second phase was "Environmental" green marketing and the focus shifted on clean technology
It came into prominence in the late 1990s and early 2000concerned with developing good quality products which
can meet consumers need by focusing on the quality.
II. REVIEW OF LITERATURE
The author identified areas that must be examined for their effect in the marketing/environment relationship, namely
economic, political and technological dimensions of the cultural frame of reference
An empirical study of United States and Australian marketing managers, a description of what a
green alliance look like in practice in Great Britain, ecotourism.
STATEMENT OF THE PROMBLEM
Artificial fertilizers, manures and pesticides create problem even to the level of cancer. Unde product for regular
consumption. The researcher shows interest on the positive impact on green/organic been carried out.

88
III. OBJECTIVES OF THE STUDY
 To identify the importance and need of marketing.

 . To study the challenges and prospects of marketing.
 To study the opportunities available to marketers
 To identify challenges before marketers.
IV. SCOPE OF THE STUDY

Environment friendly or less harmful to the environment. It includes many areas ranging from conservation to
control of pollution. Companies should make every possible effort to undertake research and development in order
to come up with eco-friendly products in the interest of the consumers well being in particular and that of society's
in general.
V. NEED OF THE STUDY
Many of the companies in India have now started marketing themselves as green organizations due to certain
government regulations and shift in the preference of the consumers worldwide. However, not much research with
respect to green marketing has been done in India and there is question about the awareness of green products
among consumers. The attitude of Indian consumers towards green products and the relationship between the
attitude.
VI.RESEARCH METHODOLOGY
The data was collected from different websites and research papers and is secondary in nature. It is a review based
study aims at investigating the marketing.
FINDINGS
1.) To study of marketing awareness in India in general.
2.) To critically study the forces affecting initiating.
3.) To evaluates how companies are implementing marketing practices.
4.) Impact of marketing practices on market performance.
CONCLUSION
Marketing is a tool for protecting the environment for future generation. It is not going to be an easy concept. The
firm has to plan and then carry out research to find out how feasible it is going to be. of childhood in the Indian
companies. Lots of opportunities are available. Now this is the right time to select Marketing globally. It will come
with drastic change in the world of business.
REFERENCES
1. http://www.outlookindia.com
2. http://en.wikipedia.org
3. http://www.business-standard.com
4. http://www.encyclopedia.com
5. Rahul Singal Et al, marketing: challenges and opportunity, International journal of innovation Engineering
and technology.
6. http://www.managementparadise.com.

89
A STUDY OF INTERNET MARKETING IN INDIA
ALEXANDER S
ABSTRACT
In the past few years, the web and e-commerce business activities became one amongst the quickest growing
technologies that taking part in a major role within the existence of person. Today, E- promoting is one amongst the
foremost rising technology in IT and E-Commerce sector. E-marketing is additionally named as web promoting
(IM), on-line promoting or web-marketing, suggests that victimization the web to plug and sell product and services.
E- Promoting helps to search out the proper audience to whom product and services square measure to be provided
by the business organizations. It consists of all processes and activities with the needs of attracting, finding, winning
and holding customers. The scope of E- promoting is deemed to be broad in scope it doesn't solely use to push
promoting over the web however additionally helps in promoting also through e-mail and wireless media. Here we
have a tendency to analyze to search out the opportunities and challenges of web promoting in Asian country.
I. INTRODUCTION
Due to economic process, not solely nations square measure coming back nearer to every alternative however
additionally totally different sector undergoes into vital changes. And promoting sector is additionally laid low with
this and experiencing such a lot of changes incessantly. To sell our product through web or digital media is thought
as E- promoting. varieties and size of concern affects promoting historically however in today’s state of affairs,
digital technology could be a valuable addition. E- promoting is additionally referred to as internet promoting and
on-line promoting. E- promoting helps to search out out the proper audience to whom product and services square
measure to be provided by the business organizations. It consists of all processes and activities with the needs of
attracting, finding, winning and holding customers. artistic use of web technology is formed by victimization varied
multimedia system, text, graphics etc. with totally different languages to make catchy advertisements, forms, e-shop
wherever product may be promoted, viewed and oversubscribed.
DEFINITION
“Internet promoting or E-Marketing is that the method of promoting a complete, merchandise or services over the
web. Its broad scope includes email promoting, electronic client relationship management and any promotional
activities that area unit done via wireless media.” “E-marketing suggests that mistreatment digital technologies to
assist sell your product or services. These technologies area unit a valuable complement to ancient promoting
strategies regardless of the size of your company or your business model.”
II. NEED OF THE STUDY
India can doubtless see the golden amount of the web sector between 2013 to 2018 with unbelievable growth
opportunities and profane growth adoption for E-Commerce, net Advertising, Social Media, Search, on-line
Content, and Services regarding E-Commerce and net Advertising. As we have a tendency to all understand,
Republic of India features a great distance to travel within the world of Digital promoting as a lot of and a lot of
Indians area unit disbursement time on the web as compared to China and North American country.
III. OBJECTIVE
In this paper we have a tendency to concentrate on the study of E-Marketing and on-line behavior of customers.
They additionally give Associate in Nursing incentive to concentrate on vital areas and formulate ways to assist win
supposed objectives.
 To review the current standing of on-line commerce in marketing in Republic of India.
 To determine the issues in on-line commerce in marketing from the purpose of read of suppliers and
customers.
computer programmer Optimizer- Search engine optimizer or SEO for brief, is feasible for widespread computer
programme to index an internet site and boost it up to the highest of the result page.
 He ought to revise the structure of web site, webpages or web log.
 He ought to correct the errors.
 He ought to develop his own content.
 He ought to manage on-line campaign.

90
Social Media promoting- Social media promoting (SMM) is that the method of gaining web site traffic or attention
through social media sites. The goal of SMM is to provide content that users can share with their social network to
assist an organization increase complete exposure and broaden client reach.
 Listening: understand once to have interaction
 Sharing: flip your consumers into salesmen
 Measuring: Track ROI in social
Pay per Click Advertising- PPC stands for pay-per-click, a model of net promoting during which advertisers pay a
fee when one in all their ads is clicked. Primarily, it’s how of shopping for visits to your website, instead of trying to
earn those visits organically?
 It supported advertisers’ keyword list to point out relevant content to the user.
 Using Pay per Click is that the fast measure of success.
 It creates an extremely targeted audience to draw in guests.
E-mail promoting- Email promoting could be a thanks to reach customers directly via email correspondence. Not
like spam, direct email promoting reaches those fascinated by your business’ space of experience. It includes,
 It’s the simple, effective, and cheap thanks to keep your client coming
 It ought to be skilled to draw in
 About new product
 Promoting their merchandise by want special events
 While giving feedback they place info concerning their product too
 Save paper and postage
Networking - A business model during which a distributor network is required to make the business. Sometimes
such businesses also are construction promoting in nature therein payouts occur at over one level. The benefits of
network promoting include:
 Flexibility of your time
 More Freedom
 High possibilities at success
 Free coaching
 Easy Business arrange
 Work reception
 Easy to run
IMPORTANCE OF NET PROMOTING
Below are a unit a number of the explanations why it's completely necessary for any business to take a position in
on-line promoting of their brands.
a. value effective - IM (internet promoting) is in a very one amongstone in every of the simplest value effective
ways in which of advertising as a result of promoting merchandise on the web is a smaller amount expensive as
compared to physical promoting attributable to short chain of middlemen in on-line marketing also as less
expenses on the physical outlet of the showrooms and also the use of promoting articles or social media in
establishing a web presence is lowest and you don’t need to incur value of rental property and its maintenance
as a result of you may not need to purchase stocks in bulk for show in a store.
b. Convenient- Internet promoting allows to produce 24*7 services without fear concerning the gap and shutting
hours of a physical store.
c. Increase web site traffic- The use of articles or social media as a promoting strategy can facilitate to extend
traffic to a business web site.
d. matched promoting- Internet promoting overcomes barriers of distance is overcome by net promoting as a
result of you'll be able to sell product in any elements of the planet while not fixing a neighborhood outlet over
there, so the scope of target market becomes terribly wide.
e. Improves client vendor relationship- Better platform to make relationships with clients to extend customer
retention level is provided by net. for instance once a client has purchased a product, start to start the link by
causation a follow up e-mail to verify the dealing then give thanks the client. You’ll be able to additionally
invite the potential customers to offer product reviews on your web site relating to the prevailing product and
this can facilitate to make a way of community.

91
f. Personalization- By building a profile of their buying history and preferences, net promoting can facilitate a
business to individualize offers for purchasers. You’ll be able to do that by trailing the merchandise info and
sites that helps to prospect, visit and build targeted offers that mirror their interests.
g. continually out there to customers- Using net promoting techniques businesses will provide their customers a
twenty four hour outlet for locating the merchandise they need, in physical retailers searching is completed in
barely traditional operating hours that impact the work schedule and way of the purchasers.
VI. DISTINCTIVE CHALLENGES OF E- PROMOTING AND ALSO THE WAYS IN WHICH TO BEAT
THEM
1. Promoting integration
Multiple channels area unit utilized by the sales efforts that area unit on-line and offline, e.g. email advertising,
social networking, outward-bound decision handling then on.the matter two-faced with these is that they're
purported to serve a concrete Associate in Nursing measurable goal as a part of an integrated campaign despite the
fact that they're usually handled as totally different elements of the work. Thus to coordinate all promoting efforts
should be a priority. Aboard the normal campaign, e-marketing ought to be done and will not be tacked at the tip of
the business arrange.
2. Security and privacy
Most people don't utterly trust net corporations and, thus, they hesitate concerning providing info concerning
themselves on the Net. Once corporations that collect information area unit exposed to scammers and spammers,
this is often very true. To adopt a sound policy and implement a fool-proof security live, it becomes imperative for
e-businesses. in a very specific encoding systems area unit a tool that on-line corporations ought to seriously
contemplate finance in.
3. Impersonal service
Electronic strategies of providing client service area unit utilized by businesses that area unit in operation on-line,
like posting and emailing information on the web site to answer potential user queries. Generally customers
perceived this to as simply too impersonal or uncaring. Merchants should develop economical checkout procedures
for commerce product via the net, for addressing this downside. Hiring decision handling services is additionally
taken into thought, so customers will sit down with real individuals once they have inquiries concerning issues that
require instant answer.
4. up complete awareness
A big challenge for corporations is that: primarily use the web to sell their merchandise and services (tangible and
intangible products). this is often as a result of, on-line adverts will be shut off by users not like ancient advertising,
(such as TV, radio, billboard, and print) during which the campaign's message will be bolstered and repeatedly
introduced to customers at the marketers' can. Therefore the challenge two-faced by net corporations is to be a lot of
innovative in terms of publicity.
VII. CONCLUSION
E-marketing also offers businesses the chance to garner information about their client base to an extent that has until
currently been terribly tough to achieve via traditional marketing strategies. the event of net marketing And social
media advertising has diode to examples of companies in recent years that upper to very little a lot of thin categories
and filter information relating to merchandise and services on the web, taking а small cut from any transaction that
my occur as а result.
REFERENCES
1. Kara kaya F., T.E. Charlton., ―Electronic Commerce: Current and Future Practices‖, social control
Finance, Vol. 27 (7), pp. 42-53, 2001.
2. Mahomet R., ―Internet Marketing‖, coach Hill, New York, Vol. 4, 2001
3. Coker B. L. S., Achill N. J., Hope B., ―Measuring net product purchase risk‖, European.
4. Devi .C.S and Anita (2013): ―E promoting challenges and opportunities‖pg. ninety six – one hundred and
five retrieved from www.ijsrm.in

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Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

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Envisioning India In Business January-2018

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INTERNAL AND EXTERNAL PUBLIC

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Envisioning India In Business January-2018

Envisioning India In Business January-2018

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Envisioning India In Business January-2018

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Envisioning India In Business January-2018

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1. Consumer’s Values/Beliefs, Attitudes towards Environmentally Friendly Products:

4. Trust and Product Performance:

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RURAL SELLING IN INDIA: CHALLENGES AND OPPORTUNITIES

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Keywords:Rural Market, FMCG, income, Rural shoppers.

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Envisioning India In Business January-2018

Keywords: emergency department (ED), Patient satisfaction,

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Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

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Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

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Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Envisioning India In Business January-2018

Introduction of the study

Envisioning India In Business January-2018

Envisioning India In Business January-2018