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Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-14 (2016)

Table of Content Sr. No Paper Title Page No

1. A study on Adoption and Usage of Social Network Sites among Pre-University College Students By Dr. Deva Prasad Francis – 1Assistant Professor, CMS Jain University, Bangalore.

2. Mental health – An Ayurvedic perspective By Dr. V. Rajendra – Prof & Head, Department of Medicine (Kayachikitsa) , Govt. Ayurveda Medical College, Mysuru, Karnataka. India. 570001.

3. Emerging Issues in Business and Economics in India By D. Krupavathi – Research Scholar, Dept. of Commerce, S. V. University, Tirupati, Andhra Pradesh, India.

4. Innovation in Indian CSR-a Conceptual Model By Nagaraj M S1 & Shalini G2 – 1,2Asst. Professor, Department of Commerce, SSMRV College, Jayanagar, Bangalore.

5. Art and Distinctive Culture of Budga Jangama Community By Veshgaru Ramanjineya – Ph D Research Scholar, Department of Tribal Studies, Kannada University,Hampi, Vidyaranya, Karnataka state, India.-583276.

6. Analysis of Modern Agriculture Effect on Indian Society By Prof. Samata B. Deshmane – Professor in Sociology, Department of Sociology, Bangalore University, Bangalore-560056 , Karnataka, India.

7. Information and Technology:A Contemporary Paradigm of Learning By Madhavi Kamasamodram1 & Dr.Gugulothu Sridevi2 – 1(PhD,Education), Associate professor in pananiya college of education, Hyderabad. 2Research scholar, IASE, OU Hyderabad.

8. Education as a Determinant ofE-Governance Adoption: A Case Study of Telecenters of Karnataka By Dr. R N Subba Rao M.Com, Mba, Ph.D1 & L S Iyer2 – 1Associate Professor, SSMRV College, No. 17, 26th Main, 36th Cross, Jayanagar 4th T Block, Bengaluru, Karnataka – 560 041, India. 2Ph.D. Scholar (External), Bharathiar University, Coimbatore, India – 641 046. Assistant Professor, Institute of Management, Christ University, Bengaluru, Karnataka – 560 029, India.

9. Designing Marketing Strategy Using SMAC That Will Drive Consumer Purchases In Cosmetic – Industry By Dr. P. Usha – Lecturer (H.O.D.), Department of Telugu, Maris Stella College, Vijayawada, Andhra Pradesh.

Imperial Journal of Interdisciplinary Research (IJIR)

Vol-2, Issue-14, 2016 (Special Issue)

ISSN: 2454-1362, http://www.onlinejournal.in

Proceedings of 3rd

International Conference on Science and Technology Connecting

Health, Management and Society.

Imperial Journal of Interdisciplinary Research (IJIR) Page 1

A study on Adoption and Usage of Social Network

Sites among Pre-University College Students

Dr. Deva Prasad Francis 1Assistant Professor, CMS Jain University, Bangalore.

Abstract: Social network sites extend collaboration

to users around the world. Also, create opportunity

to the student users. Sometimes, social media

makes students-users popular and expressive by

opening many social outlets, at times escapism,

loneliness, and social issues. Therefore, the

objective of the study aims at probing adoption

level, usage level, friends’ level, and purpose of use of social network sites among student users of pre-

university colleges from the geographical region,

Bangalore Urban. The knowledge might helpful to

the concerning specialists. To collect data,

appropriate standardized SNS scale sought and

adopted. Besides, random proportionate sampling

technique with the descriptive method was used for

the study. Also, empirical survey study of 700

college students at 30 pre-university colleges were

chosen from the sampling frame, the percentage

statistical analysis shows high rate of adoption,

moderate level of usage, and low level of intensity

among the categories of student users.

Key words: Social network sites usage, Students

adoption of SNS, Social networking, student social

media trend.

Introduction

Certainly, people network with others in society as

never before due to digital network

communication, as much as, the need and scarcity

that brought people together long ago. For instance,

the emerging context of present network

communication, once served the defense

departments to coordinate activities to command

over the enemies, then, the business enterprises

applied to coordinate business firms. Later, the

virtual community utilized it for the social

engagements, adding SNS apps, meeting users’ social needs (Castells, 2010). The network

technology serves global community for social and

community building purposes. SNS serves

governments for public engagements, for

disseminating information, policymaking,

recruitment, generating awareness, and educational

interests. In fact, SNS supports community growth.

Sociology of SNS, essentially, deals with the users’ interaction and governance, communication and

contact, and the symbols of SNS innovation. The

rise of social media brought several changes to the

contemporary society as a phenomenon. Besides,

the emergence of social network sites affects users’ social network behavior among users’ demographic categories. Such an investigation and study is

useful in understanding the ushering problems of

people that is dealt in the disciplines of social

psychology and sociology. By enquiring into

questions of, what type of population succumbs to

media adoption and its usage? Who are the early

adopters and who are the late adopters? What is

their social and economic background? How does

media adoption might affect individuals’ opportunity for growth in society? Such questions

are helpful in assessing the reach of the social

media technology and its purpose in society. In

fact, research support in describing the social

phenomenon finding useful solutions to the

emerging issues in the society. Similarly, SNS

adoption strengthens communication and contact,

community feeling, and users’ interest in society. Thus, user’s social life makes an extension through network media to create communities.

Theoretical Framework: The theoretical framework

of the study rooted in Social constructionism that

believes man has the potential to construct his

future through meaningful interaction subjected to

human interpretation. Accordingly, people

interact, make meaning, interpret, and innovate

according to the changing needs of the society.

Besides, theories involving adoption and

perception of media users also constitute

framework of the study. Thus, the study on

network users’ community approached individually and as a community connecting users’ to mitigate users’ community and to understand the phenomenon accordingly.

Methodology

Statement of Problem: Social network sites make a

hit with many young people for various reasons;

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yet, lack of knowledge prevails to sketch users’ demographic parameters, For example who uses

SNS more, what purpose for which they use, what

is the adoption level so on. Since, students who are

between the age group of 15 to 18 years, studying

pre-university require guidance; investigation

regarding SNS usage will help teachers and

academicians in a great way. Even though many

studies have been conducted in different parts of

the globe concerning students SNS usage, the

present study will throw some light in this part of

the region to deal with issues relating to SNS by

providing demographic distribution of SNS usage

among pre-university student. Issues such as cyber

addiction, cyber bulling, drug dealing, indecent

picture posting, obscene use of language in

chatting, ragging, and so on, can be controlled

when knowledge provided on students SNS usage,

friends circle, purpose and the demography. On a

positive side, spreading information, awareness

campaigning, academic collaboration of student,

linking educational and job portals, career guidance

programs and so on, are the things also require

information regarding demography of the users.

Hence, the present study will pitch in assisting not

only dealing with such problems, but also prospects

of the students of this age group in the future.

Question: The research questions enquire into:

what is the status of SNS adoption and usage

among PUC population categories? How the SNS

diffusion distributed among the students? Through

which, the research seeks to find out SNS effect,

describe perception, and compare users categories.

Since, SNS is an online platform that provide users

with facilities, to connect, access information,

communicate messages, construct profiles, share

interests, cooperate and relate with people with

affordable price of usage time and skills of use

(Lampe, Ellison, & Steinfield, 2007). As a variable,

the knowledge of population category serves utility

for social causes.

Design: The research adapts to the cross-sectional

study of the population, drawn from 30 colleges,

through proportionate random sampling method.

The collection of data was carried out though the

appropriate standardized tool in the form of

structured questionnaire. The design aimed at rigid

description of the information prevailing in the

field study. The targeting population for the study

comprised of regular pre-university students of

Bangalore city. Similarly, the institutions selected

were from the functioning government and private

colleges. Nearly 700 samples were drawn from the

students, and the information drawn with the help

of self-administer questionnaire.

The Instrument: The standardized tool universally

adopted was implemented for data collection after

verifying validity and reliability principles. The

first measure is to identity the adoption level of

students to SNS media. The question, Do you use

social network site? The options are ‘yes’ and ‘no’, if they say yes which means adoption has taken

place otherwise no adoption has happened. The

second question, how many hours do you use social

network sites? Five choices will be given to the

respondents, 10-30 minutes, 31 to 60 minutes, 1

hour to 2 hours, 2-3 hours, 3 and above. The third

question, how many friends do you have in social

network sites in last few months? Five choices

were given, 10-50, 51-100, 101-150, 151-200, and

above 200 friends. Lastly, for what purpose do you

use social network sites, belonging, information-

communication, Goal achievement, Self

expression, Value. Thus, the students’ demography

is gauzed on these parameters.

Review of Literature

The study gathers information concerning prior

research to identify, develop and acknowledge

works undergone under the areas of social network

sites adoption, usage, friends and purpose to users’ social and academic benefits. The users SNS

adoption create bandwagon effect, linking face-to-

face with online community, and identity sharing

behavior among the users as placed in the

following table. Similarly, SNS usage is found to

be more among young students and more among

female than male students. Also those who use

more at times get more social opportunity to social

and community oriented behaviors. In the areas

friends, due to profile structure people are able to

increase their friends’ base in network sites. Even,

SNS helps in familiarizing college students when

newly entering colleges, to build acquaintance with

others. In w way, the purpose of SNS indicate

identity sharing, brand promotion, seeking

information, confidence building, and for

educational purposes. Thus the literature surveyed

documented and presented in the following table

succinctly highlights the SNS usage with the

complements.

Besides, the overall review highlights points

supporting and opposing use of SNS among the

users’ community according to the purposes. The

reviewed literatures show empirical studies,

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emphasizing user’s perception to the study and the settings. The development of information pertains

to the adoption, time, friends, and purpose in

relation to SNS spheres indeed influences student

demography and this paper attempt in analyzing, so

as to, find out the users’ meaning of the subject.

Findings and analysis

Adoption: SNS adoption shows positive response

and high level of acceptance among all categories

of user (Figure 1). Categories of users cut across

gender, income, GPA, discipline, religion, and

caste. The measurement of percentage depicted in

vertical axis and SNS adoption in the horizontal

axis. The findings show Technology adoption,

slowly, changing the user’s population among categories. SNS renew users’ categories, causing influx into the existing network generation.

Increasing users joining will create new social

issues and opportunities for the upcoming users.

Usage: Time spent in SNS differs among the

categories of users (Figure 2). Times spent on SNS

related activities create hydraulic-effect and Users’ usage time influences the perception (Rogers,

1983, pp. 1-4). The changing perception influence

and create the phenomenon of social network sites

among the social categories, so as to, expect the

diversified effect among the population of users.

The distribution of SNS usage among the users’ categories, at times divides on economic lines, in

some cases group solidarity also evident from the

results. Therefore, users’ perception and adoption of usage will influence the policies and plans

regarding the sites.

Friends: Friends group within SNS (Figure 3).

Most of the categories of students who adopt SNS

have high level of friendship circle in the network

constellation. These friendship circles, even

though, equally found robust in all the groups,

there are minor differences shown in gender,

income, religion and caste categories. Suppose the

social media divide groups, then, the gender

conflict, income disparity, academic

disengagement, religious segregation, and caste

hierarchy might reorganize and reconstitute among

the SNS users, developing into a threshold of re-

fusion rather than diffusion leading to a lag in

cultural development.

Purpose: SNS purpose with categories (Figure 4).

The motive of users measures the priority of the

Technology. SNS serves user’s need of information and communication over the other. The present and

the future generation depend upon information and

communication for the survival. The social

function of ICT is imminent for the compound–complex society as against simple society. The

grammar of peer culture, especially, learning,

acting, and developing at the adolescent and

youthful stage of human individuals comes from

society at large from peers and media outlets that

SNS facilitate and provide, thus, the users

popularity lean on to ICT, designed in the form of

The millennial digital network generation use

technology to connect, contact, contribute, convert,

and contaminate information to groups of interest.

The Social network sites make individuals more

powerful to voice out opinions against social

issues. In support, the current study reveals the cost

of technological adoption is much faster and

immediate to different social groups in comparison

to face-to-face communication. The affordability

factor plays a significant role in adoption and usage

of technology. Generically, Liberal use of social

media network as a blessing in the hands of wise

and disguise in the hands troublesome.

Discussion and Conclusion

The focus of the paper aims at knowing the type of

social group that uses social network sites among

the pre-university students. The findings reveal

adoption and usage among male gender group is

higher than the female users. Therefore there is

gender difference in social network sites usage

among pre-university students of this region.

Similarly, there is difference in social network sites

usage among pre-university students based on

income groups, where higher income group users

usage goes higher than that of their counter parts.

This has implication for the policy makers of social

media in society. Thus, SNS does not homogenize

users categories, the users belonging to different

socio demographic background of the community

get a divide due to deprivation in media oriented

opportunities. The socio-economic factors

indirectly mount up imbalance in the infrastructure

of the society, inflicting user’s conflicts in community on issues. Such kind of conflict

commonly surface in the name of group loyalty and

identity.

To conclude, student users’ adoption and usage show significant impact among male, high income,

commerce student group. Overall analysis show

high diffusion of SNS among students’ categories. Social network sites spread information, bring

group together, and influence ideas on individuals

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and groups. The present study confirms user’s adoption and usage quiet high that cause in

developing social habits in students. However, the

paper is subjected to limitations; firstly, the present

work is the part of the major work that tailored to

the present requirement. In addition, the focus of

the study was limited due to time and budget

constrain. Despite that, this article believes,

“Social media is the ultimate equalizer. It gives a voice and a platform to anyone willing to

engage.”(Amy Jo Martin).

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Appendix

Table 1 Studies related to indicated SNS parameters

SNS SOCAL ACADEMIC

Adoption

User’s off and on line activity to bandwagon effect (Fu, Jaelen, &

Seng, 2012), Face-to-face

network to online community

(Adamic, Buyukkokten, & Adar,

2003), SNS community prompt to

identity sharing (Stutzman, 2006),

SNS lead to positive face-to-face

communication (Jacobsen &

Forste., 2011).

SNS to Social enhancement and

Social compensation (Jolene et.,

2008), Off and On users to find

SNS Interaction effect

(Goldenberg & Zheng, 2007)

SNS popularity leads to

personality trait (Quercia et.

2010).

SNS to Studying Habits

(Ahmed & Qazi, 2011)

SNS lead to Negative

academic outcome (Walsh,

2013) (Junco, 2011) (Gabre

& Kumar, 2012), SNS

enhances academic interest

through discussion among

students (Riley, Domizi, &

Camus, 2012).

SNS usage rate to networking

with friends, Female use more,

young students use more. (Tham

& Ahmed, 2011)

SNS strengthen community

relationships (Wellman, Boase, &

Chen, 2002)

Number of hours spent on

Facebook does not correlate

to academic performance

(Kabre & Brown, 2011)

(Kirschner & Karpinski,

Friends

Profile structure to Number of

friends (Lampe, Ellison, &

Steinfield, 2007), SNS to manage

stress in academic performance

(Georgea,2013)

SNS leads to student’s familiarity when newly enter colleges

(DeAndrea, Ellison, LaRose,

Steinfield, & Fiore, 2011), SNS

builds interpersonal relationship

with friends and reduces same

with parents (lie, 2013).

Facebook to subtle emotion

decoding to identity

protection to academic

performance (Bjerregaard,

Purpose

SNS Identity to brand promotion

(marketing) (Jothi, Neelamalar, &

Prasad, 2011), SNS use among

students for information purpose

(Mehmood & Taswir, 2013)SNS

lead to multi-tasking (Golub &

SNS Usage to Social confidence

(Valenzuela, Park, & Ke, 2008)

SNS and social captial (Francis

& Scaria, 2013).

SNS for social educational

purposes (West, 2010), Web

communication technology to

Learning purposes (Johnson,

2005).

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Miloloža, 2011)

Results

Table 2 SNS Penetration among Student Demography in Relative Frequency

SNS Genders Age Income Caste Religion

Male Female 15 16 17 Low High Avg. SCs STs OBC Gen Hin Mus Chr Oth

Adoption .89 .82 .80 .84 .92 .83 .92 .76 .77 .88 .93 .89 .86 .77 .89 .82

Usage .93 .94 .92 .95 .92 .96 .92 .93 .90 1.00 .90 .95 .95 .94 .93 .92

Friends .27 .22 .19 .23 .31 .18 .33 .21 .11 .12 .17 .29 .24 .16 .27 .23

Info.com .49 .49 .47 .48 .53 .43 .56 .50 .38 .35 .53 .51 .49 .36 .61 .53

Daily .31 .26 .21 .26 .40 .22 .40 .20 23 .18 .22 .32 .28 .22 .34 .28

Intensity .50 .43 .46 .44 .52 .38 .57 .42 .34 .47 .43 .50 .47 .40 .49 .42

Note: Minimum 10 min - 3 Hours, >200 friends, High intensity in the intensity scale

Adoption of SNS among pre-university students according to demography

Figure 1 SNS Adoption among Student Categories

Usage of SNS among pre-university students according to demography

Users Non-users

SNS ADOPTION

Male Female High In Middle In Low In High GPA

Low GPA Arts Science Commerce Hindu Muslim

Christian Others SCs STs OBCs Gen

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Figure 2 SNS Usage among Users Categories

Friends within SNS among pre-university students according to demography

Figure 3 SNS Friends among Student's Categories

Purpose of SNS use among pre-university students according to demography

Student Categories

SNS USAGE

>3 hrs

2-3 hrs

1-2 hrs

31-60 min

10-30 min

Student Categories

SNS FRIENDS

151 to 200

101 to 150

51 to 100

10 to 50

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Figure 4 SNS Purpose among Student Categories

Student Categories

SNS PURPOSE

values

self-expression

Goal achievement

info-communication

Belonging

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Mental health - An Ayurvedic perspective

Dr. V. Rajendra Prof & Head, Department of Medicine (Kayachikitsa)

Govt. Ayurveda Medical College, Mysuru, Karnataka. India. 570001

Abstract: Mind (Manas) is considered as one

among the three integral parts of human existence

(Ayu), the other two being the body(Shareera) and

the spirit(Chetana). The knowledge of mind and

human behaviour in its normal and abnormal

status, ways of maintaining positive mental health

and management of mental disorders has been an

important part of Indian traditional medical system

since its inception.

Ayurvedic concept of mental health management

has detail descriptions of various therapeutic and

psychotherapeutic procedures and techniques

emphasising insight, self-regulation, mental health

education and higher awareness.

The Etio - pathology, diagnosis and management of

various psychiatric disorders has been illustrated

in ayurvedic literature. Three modalities of

management viz Yuktivyapashraya (Medicines and

therapeutic procedures),

Satvavajaya(psychotherapy and counselling) &

Daivavyapashraya(Faith therapy) are advocated

with an emphasis on psychotherapy as the method

of highest order in psychiatric disorders such as

schizophrenia, anxiety disorders, mood disorders,

adjustment disorders and various other psychiatric

disorders.

Key words: Manas, Mental health, Mental

disorders, Satvavajaya, Psychotherapy.

The science of mental health that deals with mind,

mental processes and its disorders is at the same

time a very old and a very new branch of study.

It is considered to be the oldest art of medicine

because mental disorders were among the first type

of illnesses to be recognised 1

. Understanding of

human mind from a philosophical perspective and

medical perspective has always been a part of

Indian culture. The oldest references to mental

disorders and their management with herbs and

therapies dates back to the period of Veda,

Atharvaveda in particular2.

Ayurveda is considered as an offshoot of

Atharvaveda. Mental health in Ayurveda is a field

where philosophy meets with medicine. Although

Ayurveda incorporated into it, the spiritual and

philosophical ideas of Veda and Darshana, it gave

mental health its scientific spirit. It focussed only

such portions which proved to be useful in practical

application. After it established itself as a separate

system of rational & scientific medicine with

Charaka Samhita (1C BC) as its first authentic

literature Ayurveda started a thorough probe on

every aspect of mind; both in its normal and

abnormal states.

Manasaroga Bheshaja which represents the clinical

psychology and psychiatry of Ayurveda was

probably an area of specialization during ancient

times. The statement of Charaka Samhita that

patients of mental disorders are to be referred to

and treated by Manasaroga Bheshaja Vedi ( A

physician specialised in treating mental illness )

fortifies this opinion3.

Ayurveda has a vast conceptual canvas to

understand mind and its nature. It includes various

hypothesis related to the evaluation of mind, its

location in the body, its objects and functions4. It

also classifies human beings based on their

constitution5.

The most important concept of mind is of Triguna,

three attributes of mind namely Satva, Rajas and

Tamas6. These Trigunas are the energies through

which mind functions in its conscious,

subconscious and deep conscious level.

Satva is an attribute of virtue and goodness

(Kalyanamsha) which creates harmony,

tranquillity, balance and stability. It brings about

higher awareness, happiness and contentment.

Rajas is the quality of activity and motivation

(Roshamsha), which creates activities and cause

imbalance. Tamas (Mohamsha) is the attribute of

inertia and halting tendencies.

Human mind in its evolved form is the ‘domain of

satva’7. In a normal state, Satva balances the energy

of Rajas and intertia of Tamas to maintain mental

health. When Rajas and Tamas, the morbid factors

of mind emerge and dominate the Satvik state, it

results in various mental disorders. The basic

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approach of ayurvedic mental health management

is based on efforts to increase and potentiate Satva

and regulate the Rajas and Tamas8. This is achieved

by Satvik diet, Swastha vritta (consisting of healthy

lifestyle in relation of daily regimen, seasonal

regimen, exercise, sleep, sexual activities,

personnel hygiene etc) and Sadvritta (social and

ethical conduct). Ayurveda gives a detail account

of each one of these as a pathway of attaining and

maintaining physical and mental health. A detail

description of abnormal human emotions and the

way to regulate them (Dharaneeya Vegas) are also

available9. This regulation of abnormal expression

of emotions is not to exhibit, restrict or repress the

individual, but to help him to internalise his

‘Prajna’; the ability to be aware of sensation and perception. In a conscious individual, Prajna

operates in three ways: Dhee (cognitive processes),

Dhriti (execution of cognitive and emotional

decisions) and Smriti (memory – behavioural

modifications from previous experiences)10

individual has to optimise and balance these three

factors in order to be able to exercise his own

judgement and to choose an appropriate behaviour

in a given situation. Prajnaparadha, the erroneous

cognition and executions on the hand is the root

cause of disorders, particularly of the mind11

Health care in Ayurveda is multidisciplinary and

interdisciplinary in its perspective and is concerned

with both the biological and psychological aspects

of health and diseases. It believes that every disease

involves both body and mind, even though some

are predominantly physical and others are

psychological12

As a system of medicine, Ayurveda has enumerated

a number of psychiatric disorders such as unmade (

a group of psychotic disorders such as

schizophrenia, organic psychosis and mania),

Apasmara( epileptic disorders), Atatvabhinivesha (

delusional disorders), Chittodvega ( anxiety

disorders), Vishada (mood disorders), Madatyaya

(alcoholism), Anidra (insomnia), Gadodvega (

hypochondriasis), Yoshapasmara ( conversion

disorder), psychosexual disorders and other mental

disorders. The causation, diagnosis and prognosis

of many of these disorders and their management is

discussed with a multidimensional approach.

Ayurveda recommends three approaches of

treatment viz; Daivavyapashraya, Satvavajaya and

Yuktivyapashraya Chikitsa for treating physical and

mental illness as well13

. Daivavyapashraya has

been interpreted in many ways such as spiritual

therapy, divine therapy and faith therapy. The

utility of such a mode of management depends on

the nature, faith, religiosity and cultural context of

the patient and the physician as well.

The general line of treatment of mental disorders

comprises of both Yuktivyapashraya and

Satvavajaya. Yuktivyapashraya chikitsa comprise

of the administration of various herbomineral

medicines and physical therapies helpful in mental

disorders.

Satvavajaya chikitsa which is the comprehensive

psychotherapy of Ayurveda is the most important

modality of management of mental disorders14

aim of this therapy is to restrain mind from

unwholesome objects15

, to potentiate Satva by

reducing the levels of rajas and tamas8. Ayurveda

provides a practical model of holistic

psychotherapy which is humanistic and client

centred. It comprise of Jnana therapy (insight

oriented psychotherapy, knowledge of self),

Vijnana therapy (mental health education – textual

knowledge), Dhairya therapy (counselling and

encouraging about the challenges of life) and

Samadhi (higher awareness therapy - Restraining

the mind from wordily objects and meditating on

the spiritual dimension of personality)16

An important approach of Ayurveda is that mental

health is to be procured and maintained instead of

being provided. People with mental diseases have

the ability and responsibility to keep their mind

healthy by their continued efforts through

regulating their lifestyle and emotions17

In the past few decades, psychiatry as a branch of

medicine is undergoing a rapid change and these

have been advances in understanding the

phenomenology, diagnosis and management of

mental disorders. Yet, the age old, time tested

wisdom of Ayurveda is still relevant and contribute

significantly in ensuing mental health and

happiness.

References:

1. Bhatia M. S (2004), Essentials of

psychiatry, 4th

edition, New Delhi, India,

CBS Publishers and distributors 2:1

2. Karambelkar V. W (1961): The Atharva

veda and Ayurveda, Nagpur, India, Usha

Karambelkar Prasad PP 40-43

3. Chakrapani (1992): Charaka samhita,

Ayurveda Dipika, Sanskrit Commentary,

Editor Acharya Y. T. Varanasi, India,

Choukambha Orientalia, Sutra 11-46

4. Sushrutha samhitha - Vol II (2005),

Editor Priya Vrat Sharma, Choukambha

Proceedings of 3rd

Vishwa Bharathi, Varanasi, India ,

Shareera sthana 4th

chapter, Shloka no. 88-

5. Sushrutha samhitha - Vol II (2005), Editor

Priya Vrat Sharma, Choukambha Vishwa

Bharathi, Varanasi, India , Shareera sthana

1st Chapter, Shloka No. 29

6. Charaka Samhita- Charaka Chandrika,

Agnivesha , Hindi Commentary by Dr.

Brahmanand Tripathi, Chaumkambha

Subharati Prakashan, Varanasi, India (Vol

I), Sutrasthana 8th

Chapter, Shloka No. 5

7. Ishvarakrishna Samkhyakarika vv. 12-13

century ce., transl. Gerard J. Larson,

Classical Samkhya, pp. 259-60, Motilal

Banarasidas, Delhi, 2nd

Ed. 1979.

I), Sutrasthana 11th

Chapter, Shloka No.

54 / Vimanasthana 8th

Chapter, Shloka no.

I), Sutrasthana 8th

Chapter Shloka No. 21.

I), Shareerasthana 1st Chapter, Shloka No.

98, 102.

I), Sutrasthana 7th

Chapter, Shloka No. 51-

I), Sutrasthana 1st Chapter, Shloka No 55.

I), Sutrasthana 1st Chapter, Shloka No. 58.

Chapter, Shloka No.

I), Sutrasthana 1st Chapter, Shloka No. 58.

Chapter, Shloka No.

Proceedings of 3rd

Emerging Issues in Business and Economics in India

D. Krupavathi Research Scholar, Dept. of Commerce, S. V. University, Tirupati,

Andhra Pradesh, India.

Abstract: The business has more demand on today

market and it was very flexible to respond to any

fluctuations in current situations. In this

competitive world differentiates an on demand

business. Now a day’s all business processes are

integrated and IT infrastructure exists in to the

operating environment. The economic reforms took

a place in India, the economy with the view of

integral its self and with the global economy. The

international trading policy and procedures has

become in the India’s foundation stone to trade and fiscal policies. With this technological advantages

there is a wild changes in the methodology for

business transactions. India was adapting

technology with the current scenario for electronic

data exchange. In this view of this paper try to

present the e-business in India, the evaluation of

the benefits from e-business, analyses the scope,

problems of e-business in India. The primary

objectives of this paper to evaluate the current

position of e-business, to analyse the future of e-

business in India, to describe the challenges faced

by e-business players in India. Electronic business

is just a buying and selling products in online. It

includes in online process of developing, selling,

delivering, marketing, paying and servicing for the

products and services. The E-business very fast

growing in India.

Key words: E-business, India, economy, internet

online.

INTRODUCTION

The business has more demand on today market

and it was very flexible to respond to any

fluctuations in current situations. In this

competitive world differentiates an on demand

business. Now a day’s all business processes are integrated and IT infrastructure exists in to the

operating environment. The economic reforms took

a place in India, the economy with the view of

integral its self and with the global economy. The

international trading policy and procedures has

become in the India’s foundation stone to trade and

fiscal policies. With this technological advantages

there is a wild changes in the methodology for

business transactions. India was adapting

technology with the current scenario for electronic

data exchange. In this view of this paper try to

present the e-business in India, the evaluation of

the benefits from e-business, analyses the scope,

problems of e-business in India. The e-business is

supported to Indian economy, and fundamentally

changing the business overview. In this more

advantages for buyer and seller and rising funds,

providing goods and services through internet, and

attracting all types of consumers overall the

country.

Technological advance has probably been the

major influence on the society. In a world that has

over the last half-century acquired the ability. The

economist point of view concerned with the impact

of technology on the society. The impact of

technolgical change are largely centred on output,

employment, growth and income distribution.

Objectives

to evaluate the current position of e-

business

to analyse the future of e-business in India

to describe the challenges faced by e-

business players in India

Methodology

The present study based on the secondary data. The

relevant information is gathered from the data

published by the central government and with

reference to the various journals, library ,

magazines, periodicals.

Advantages E-Business

E-business have national wide and international

wide transactions. There are more advantages,

some of the fiew are following

Cost effective Marketing and Promotions

Developing a Compitative Strategy

Curtailing of Transaction Cost

Overheads costs are reduced

Proceedings of 3rd

E-BUSINESS CONCEPTS

The concept of e-business is very flexible

and covers all information and communication

technologies (ICT). It helps the companies to make

a strong relationship between the company and its

clients wherever clients need the information will

be provided. And it has to develop the new

business opportunities, controlling different process

within the company. The e-business concept in

India has increased with the adaption of internet,

based on this services today playing key role in

economic liberalization scenario. The world

internet statistics has revealed that India is one of

the emerging nations for internet user after the

china, US and Japan. In India internet usage

percentage is only 5.60.

Growth of Technology users in last five years in India

Year Technology User Penetration Total

(% of Pop) Population

2010 923,23,838 7.50% 1,230,984,504

2011 1256,17,813 10.10% 1,247,446,011

2012 1589,60,346 12.60% 1,263,589,639

2013 1932,04,330 15.10% 1,279,498,874

2014 2331,52,478 18% 1,295,291,543

2015 3541,14,747 27% 1,311,050,527

2016 4621,24,989 34.80% 1,326,801,576

The impact of e- business implementation

The e-business technology can implement

in the business processes, it can reduce the unit cost

of goods and services provided into personnel

requirements. It is the way for companies to

become more effective and efficient to promote

operational flexibilities. The main priority of the

10,10% 12,60%

15,10%

34,80%

2010 2011 2012 2013 2014 2015 2016

Penetration (% of Pop)

Proceedings of 3rd

customer needs and supplier relations can be

improved. The companies are able to collect the

data from the customers and to improve their

strategies of marketing, sales and services. The e-

business is used to improve the communications

between the customer and the organization. It helps

the organization full fill the customer needs and

wants through network immediately. The service

organizations are benefited more in the particular

areas of product, promotion, advertising and

marketing to the manufacturing firms.

Impacts of e-business on the Indian Economy

The Information and Communications

Technology (ICT) in e-business has a profound

impact on the Indian economy. It’s provide the customers lowest cost products and provide more

choices to choose the customer satisfaction

product. Overall the e-business benefits the

economy in many ways. The effects of economic

conditions are positive. E-business has several

implications for fiscal policy, government

financing, policy makers continue to tax e-business.

ICT rises of electronic payments, advantages of e-

money an electronic medium of exchange separate

from legal tenders issued by a central bank. Present

the e-business affects the economy is difficult

because of the impact are intangible. Many

empirical efforts overcome the problem of

intangibilities and find the ICT adoption affect on

the national wealth and productivity. ICT

investment had playing an important role in

increasing the labour productivity growth in a

variety sectors. The level of growth rate in ICT

may changed the variations in growth of Indian

economy. The internet economy in the GDP in top 10

countries and the following table will show the how

supports the Indian economy.

Internet economy in the GDP in top 10 countries in 2016

COUNTRIES PERCENTAGE (%)

UNITED KINGDOM 12.40

SOUTH KOREA 8.00

CHINA 6.90

EU-27 5.70

INDIA 5.60

JAPAN 5.60

UNITED STATES 5.40

MEXICO 4.20

GERMANY 4.00

SAUDI AREBIA 3.80

Conclusion

The India was developing country and in

the prospects of developing e-business will

supports. Than India will be one of the biggest

users for e-business and ICT will create reliable,

secured and transparent methods of business

transactions. In this paper concluded that the Indian

economy GDP growing percentage will having

Proceedings of 3rd

some part of the e-business. The global economy

will growing different countries technology users,

in this context India will low compared with other

countries. It is need to adopt the information

communication and technology to develop the

Indian economy.

REFERENCES

1. Paul Stoneman,The Economic Analysis of

Technological Change, Oxford University

Press, New York.1983 pp 3-5

2. Harry G. Johnson, Technology and Economic

Interdepence, Trade Policy Research Centre,

London.1995 pp 21-25

3. Dr. H. L. Ahuja, Business Economics, S.

Chand & Company Ltd, Ram Nagar, New

Delhi pp 1-3

4. Gerald M. Meier, James E. Rauch, Leading

Issues in Economic Development ,Rajshri

Photolitho graphers, YMCA Building, Jai

Singh Road, New Delhi pp 10-12

5. Malhotra Y ,"Enabling knowledge exchanges

for e-business communities", Information

Strategy: The Executive’s Journal, 26-31

6. Fahey, L., Srivastava, R., Sharon, J. S., &

Smith, D. E., (2001), "Linking e-business and

operating processes: The role of knowledge

management", IBM Systems Journal, 40(4),

pp.889-907

Proceedings of 3rd

Innovation in Indian CSR-a Conceptual Model

Nagaraj M S1 & Shalini G

1,2Asst. Professor, Department of Commerce

SSMRV College, Jayanagar, Bangalore

Abstract: CSR (Corporate Social Responsibility)

refers to a part activity of every organization, to

contributevaluable inputs to the society. Every

organization utilizes the resources available in the

society or environment to generate revenue out of

it. In the same way, it is the responsibility of every

organization to contribute the same to its

stakeholder.

Corporates are making their best efforts to bring in

development to their society. Over the period,

organizations’ activities and strategies are

reflecting that they are becoming more and more

social responsible. In the same way as how they

work on their Product and service portfolios they

are working towards newer CSR strategies and

activities. Today social activities of corporates are

getting more creative.

Earlier, CSR wasa mandate activity in most

organizations. Organizations were carrying out

CSR either in order to save tax or to comply with

statutes. Companies have made CSR policies and

as a routine provideDonation or charity to NGO’s. But of late, corporate have changed their way of

designing, differentiating and promoting CSR

activity. The new and innovative activities

organized by corporates includeeducating people

in rural areas, bringing awareness about

cleanliness in the environment, and building /

renovating government schools, encouraging

women entrepreneurs, improving the livelihood of

the rural areas, conduct marathon running to

create awareness about health and fitness and so

on. In this backdrop, this paper attempts to present

a conceptual model of social innovation and

classifies these innovative activities into four

groups namely awareness innovation, education

innovation, reach innovation, and impact

innovation. The paper also presents the case

studies of innovation in each of the above

categories.

Key words: Corporate social responsibility,

Innovation, social innovation

Introduction:

While there is no single activity or definition that

explains CSR, each activity and definition that

currently exists shows the impact that companies

and their businesses have on society at large and

the other hand societal expectations of them.

Although the roots of CSR lie in philanthropic

activities (such as donations, charity, relief work,

etc.) of corporations, globally, the concept of CSR

has evolved and now encompasses all related

concepts such as triple bottom line, corporate

citizenship, philanthropy, strategic philanthropy,

shared value, corporate sustainability and business

responsibility.

UNIDO defines CSR as “Corporate social responsibility is a management concept whereby

companies integrate social and environmental

concerns intheir business operations and

interactions with their stakeholders. CSR is

generally understood as being the way through

whicha company achieves a balance of economic,

environmental and social imperatives (Triple-

Bottom-Line Approach), while at the same time

addressing the expectations of shareholders and

stakeholders. In this sense it is important to draw a

distinction between CSR, which can be a strategic

business management concept, and charity,

sponsorships or philanthropy. Even though the

latter can also make a valuable contribution to

poverty reduction, will directly enhance the

reputation of a company and strengthen its brand,

the concept of CSR clearly goes beyond that.”

CSR in India has traditionally been seen as a

philanthropic activity by companies. And in

keeping with the Indian tradition, it was an activity

that was performed but not deliberated. As a result,

there is limited documentation on specific activities

related to this concept. However, what was clearly

evident that much of this had a national character

encapsulated within it, whether it was endowing

institutions to actively participating in India’s freedom movement, and embedded in the idea of

trusteeship.The Companies Act, 2013 has

introduced the idea of CSR to the forefront and

through its disclose-or-explain mandate, is

Proceedings of 3rd

promoting greater transparency and disclosure.

Schedule VII of the Act, which lists out the CSR

activities, suggests communities to be the focal

point. On the other hand, by discussing a

company’s relationship to its stakeholders and integrating CSR into its core operations,

The draft rules suggest that CSR needs to go

beyond communities and beyond the concept of

philanthropy making way for innovation in CSR.

Corporates are making their best efforts to bring in

development to their society. Over the period,

organizations’ activities and strategies are reflecting that they are becoming more and more

social responsible. In the same way as how they

work on their Product and service portfolios they

are working towards newer CSR strategies and

activities. Today social activities of corporates are

getting more creative.Earlier, CSR was a mandate

activity in most organizations. Organizations were

carrying out CSR either in order to save tax or to

comply with statutes. Companies have made CSR

policies and as a routine provide Donation or

charity to NGO’s. But of late, corporate have changed their way of designing, differentiating and

promoting CSR activity. The new and innovative

activities organized by corporates include

educating people in rural areas, bringing awareness

about cleanliness in the environment, and building /

renovating government schools, encouraging

women entrepreneurs, improving the livelihood of

the rural areas, conduct marathon running to create

awareness about health and fitness and so on.

Conceptual Model on Innovation in CSR

Despite the work happening in the areas of CSR,

the activities undertaken has not shown the position

of the CSR activity. Companies launch their CSR

by identifying the sector in which they work, like

health, education, environment, saving energy,

water, rural development etc. But in real terms, we

see these activities have different approaches,

deliver systems are different and also the change it

is going to be different. Based on the proposed

model one can say what kind of efforts are required

for each activity, what delivery mechanisms are

required, what is the ofgeographic coverage, how

can the activity change either individuals or

masses. Higher the innovation at each level higher

will be capability to cover more

beneficiariesBringing innovation at these activities

become much easier than looking at innovation as

something generic in CSR.

The model classifies innovative CSR activities into

four groups namely awareness innovation,

education innovation, reach innovation and impact

innovation.The model is based on extent to which

the CSR of a company.

Proposed CSR Model showing levels of Innovation

Proceedings of 3rd

Awareness Innovation:

Awareness innovation is at the bottom of the

pyramid. This activity enables reaching masses

through innovative ways of CSR. It works at the

mass level. Higher the innovation more effective

the program is.

Today CSR is extending in creating awareness to

its stakeholders about number of issues from

economical to social etc companies like ICICI bank

spends on creating awareness of financial

education, Marico Industries works with SARAL

Foundation that manufactures affordable and

quality sanitary napkins. According to studies 88%

of women in India do not use sanitary pads. The

resulting health and social hazards are both

mentally and physically scaring for them. Colgate

Palmolive gets involved in CSR through free oral

care education through different community

programs.

Education Innovation :

The second level of CSR innovation can happen at

a stage above awareness. It attempts to cover large

number of beneficiaries through education.

Awareness only calls for attention whereas

education reaches far more than awareness. It

reaches people more closely.

In India UNICEF and CII help corporates to

effectively structure their CSR activities in

education. Tata Strategic Management Group has

conducted a study to identify best practices of CSR

in education in India.Many corporates have taken

significant step through their CSR initiatives to

provide education on any social issue. Most

corporates work towards educating beneficiaries.

Hence, majority corporates contribute in providing

various types of education. Some corporates have

associated with educational institutions, schools,

colleges, training institutes. Hence lot of

innovation has happened at Education level. There

are several models which the corporate adopt carry

out their CSR activities to educate people on social

issues.

Reach Innovation:

Reach innovation is a level higher than education

innovation. Reach is concerned with beneficiary

getting the real benefit. In terms of numbers, it

would be smaller than the beneficiaries at the

education level. It touches the beneficiaries more

closely than at the level of education. However,

greater the innovation, greater is the potential to

reach large people.

CSR emphasis on reaching the right beneficiaries

rather than a static point. Bosch India in its CSR

statement says our intention is to reach effectively

all over India, presently our projects through

partnerships are in 16 locations in India. Each year

we hope to extend our reach in terms of both

geographic spread as well as indepth reach within

each community we aim to serve.We use our

company locations (over 20 locations including

manufacturing plants, development centre, regional

and sales offices) as the starting points for action

which can then radiate out. The foundation also

relies on the large corporate family’s voluntary support to grow and spread.

The big challenge for companies is how to develop

an approach that can truly deliver on these CSR

ambitionsand, as of yet, few have found the way.

However, some innovative companies have

managed to overcome this hurdle, with smart

partnering emerging as one way to create value for

both the business and society simultaneously.

Smart partnering focuses on key areas of impact

between business and society and develops creative

solutions that draw on the complementary

capabilities of both to address major challenges that

affect each partner. Partnering CSR offers more

value over pet projects of leaders and charities.

Impact Innovation:

This is at the peak of the pyramid. Impact

Innovation refers to the CSR activities which can

bring a permanent change in the lives of people. It

is difficult to make such a big change in the lives of

people hence a mass approach may not work. It

has to be carried out at an individual level. To

make an impact to a larger population, innovative

approaches have to be devised. Higher the

innovation, Higher is the Impact.

CSR investments should lead to impactful changes

in daily life such an example being a Sanjay Group

of companies as part of their CSR they have

invested in developing eco appliances. Also Hero

Group through its initiative as Through Integrated

Rural Development Centre including :Hospital,

Sports complex, Vocational Training Centre, Adult

Literacy Mission ,Marriages of underprivileged

girl,Rural Health Care etchas brought meaningful

changes in lives of its stake holders.

Proceedings of 3rd

Conclusion:

Despite the innovations at all levels in CSR, a

structured approach to innovation is required to

make CSR more meaningful. The current proposed

model has to be tested with constructs at each level

and to conclude if innovations at each level is

enabling to scale to reach the desired objectives of

the CSR activity. The model helps to put the CSR

activities in a framework and work on innovations

at each level.

References:

1. Corporate Social Responsibility Practices in

India: A Study of Top 500 Companies by

RichaGautam and Anju Singh Global

2. Business and Management Research: An

International Journal. Vol. 2, No. 1, 2010

3. HOW CORPORATE SOCIAL INNOVATION

CREATES BUSINESS OPPORTUNITY report by

KPMG, 2015

4. Handbook on Corporate Social Responsibility in

India by PWC and CII India, 2013

5. Nestlé India Corporate Social Responsibility

Activities Nutrition Awareness Programmes,

https://www.nestle.in

6. CSR Awareness in India Raised by Legal

Mandate, SHRM Online Global HR page by Roy

Maurer Dec 17, 2014

7. FORD INDIA PRIVATE LIMITED POLICY

ON CORPORATE SOCIAL RESPONSIBILITY

Proceedings of 3rd

Art and Distinctive Culture of Budga

Jangama Community

Veshgaru Ramanjineya Ph D Research Scholar, Department of Tribal Studies,

Kannada University,Hampi, Vidyaranya, Karnataka state, India.-583276

Introduction Indian Tribal Culture speaks volumes about the

diversity of the country. 'Unity in diversity' is one

of the most spectacular features amongst the

population of India. Among the diversified

population, a significant portion comprises the

tribal people, the aboriginal inhabitants of the

primeval land. Tribal culture of India, their

traditions and practices interpenetrate almost all the

aspects of Indian culture and civilization. In order

to comprehend tribal culture in India, to understand

the uniqueness of their culture, a detailed study is

very much required by travelling within the

society. Affectionate hospitality, undemanding

ways of living and earnest judgment of the

opinions is some of the characteristic traits that

earmark tribal cultures of India. Their customs

mirror their confidence in simplicity. Most of the

tribes in India possess their own gods and

goddesses, reflecting the dependence of tribal

people on nature and animals. Except for the few,

most of the tribes in India are affable, hospitable

and fun-loving, coupled with potent community

bonding. Some of the tribes share patriarchal

cultural ties and some of the tribal societies are

inclined towards women-oriented issues. Thus,

they have their own festivals and celebrations. In

the book Primitive Culture, E B Taylor has

pointed out that Culture is that complex whole

which includes knowledge, beliefs, arts, morals,

law, customs, and any other capabilities and habits

acquired by [a human] as a member of society.

This paper focuses on the distinctive culture and art

of Budga Jangama tribe in Karnataka. Karnataka is

a treasure of folk arts. Each community has

enriched the culture by its own art form. Hagalu

Vesha is one such art which has carved its own

niche in the field of art and culture in Karnataka.

Origion of Budga jangama Hagalu Vesha artists stage episodes of great epics

of India and many stories of the Ramayana, the

Mahabharata were popularized by these artists even

before the advent of mainstream communication

medium. As per 2011 Census, the population of

Budga Jangamas is 24132 only. The members of

this tribal community are largely seen in Andhra

Pradesh, Maharashtra, Tamil Nadu and Telangana.

The mother tongue of this tribe is Budga (Maragu).

Historical evidences have proved that Hagalu

Vesha was in practice right from 12th century. It is

also said that Basavanna’s followers successfully utilized the services of hagalu vesha artists to

spread religion across Karnataka. During the reign

of Shivaji, the members of this community were

used as spies. Great kings and kingdom patronized

the art of Hagalu Vesha. Hagalu Vesha artists are

basically forest dwellers and they ate forest fruits

and vegetables. Hagalu Vesha is a collective art

which includes literature, humor, dance and music.

Hagalu Vesha is the root of folk performing arts in

Karnataka. Hagalu vesha artists are also known as

Bahurupi, Bhagavata, Burrakatha artists, Bairagi,

Kondamama, Bala Santa, Beda Jangama, Budga

Jangama and Jangala. The attire of Hagalu vesha

artists has become their identity.

Unique Culture The art of this community is different from other

tribal communities. They do not retire after

performing for one day. They neither beg nor take

rest after earning some money after staging public

shows. Haglu Vesha has many forms such as Burra

Katha Mela, hagalu vesha, Balasantha Mela,

bairagi mela, Kur Kar Mama Kondamama Mela,

folk music, light music and Vachana Mela. This is

the distinctive feature of this tribal community.

They breathe art. The multitude gathers in large numbers upon

seeing these artists. Thousands of eyes witness the

art of this community when Hagalu Vesha artists

apply Kajol on their eyelids. The artists of this art

perform stories picked from the Ramayana and the

Mahabharata. This art is indeed a blend of dance,

music, humor and literature. The artists camp in

small villages and prefer to erect their tents on the

outskirts of a village. They present Surpanakhi

Garvabhanga, Mohini Bhasmasura, Sundha

Proceedings of 3rd

Upasundha, Jatasurana Vadhe, Siddi Vesha and

other episodes on daily basis. For them it is a

means to instill social values among people by

performing these shows. They have dedicated their

lives for the cause of this art. They are neither

staying nor visiting artists. They prefer to live

amidst masses despite living on the outskirts. Art

has been the unique identity of this community.

Even an infant is exposed to this art at a very young

age. The artists don the role of Rama, Ravana

Bhima and other mythological characters. An artist

repeatedly changes his role from place to place. All

female characters are played by men only

These artists catch local languages very easily and

as a result of this they are well versed in Kannada,

Telugu, Kannada, Malayalam, Tamil, Hindi and

Urdu. Each artist is a living encyclopedia. Ost

prominent artist from this community is Burrakatha

Daroji Eramma. She has won Dr Ambedkar award,

Janapada Sri award, D. Raj Kumar Award, Nadoja

(doctorate)Award. The folk epics of Daroji

Eramma have resulted in publishing Kumara

Ramana Mahakavya, (Mega Peic of Kumara

Rama), Krishna Gollara Mahakavya, Yallammana

Kavya written by noted Kananda scholar Dr K M

Metri. Likewise, Dr Sa Chi Ramesh has written

Syasi Chinnammana Kavya, Marawadi Seth

Kavya, Dr Chaluvaraju has authored Balanagamma

Mahakavya, Bali Chakravarthi. Her grandson

V.Ramanjineya has Editing Bobbili Nagireddy

Kavya.

However, the material available on Daroji

Eramma’s art is very minimal. Had the scholars have studied more on Daroji Eramma, more books

would have been published by now. Hagalu vesha

artists are blessed with photographic memory

power. They have the in born talent to perform any

mythological roles without any prior rehearsal.

These artists never perform for the sake of living

but for the sake of the art. However, this

community has been left in lurch these days. They

are no less than cine artists when it comes to

enacting mythological roles but unfortunately they

are not properly supported by the masses. They do

not need any make up artists for make up as they

can do make up for themselves and sing as per

raga, tala, bhava.

With advent of globalization and modernity the

hagalu vesha art has been belittled by mainstream

artists. The modernity has left them in lurch as

there are no takers for this aret. They have now

resorted to sell plastic goods, sarees, mattress, and

other petty jobs. Janapada Academy awardees

Ashwa Ramanna opines that Hagalu vesha artists

should be extended monthly pension and other

social security schemes to make them live with

dignity.

Hagalu Vesha culture, if understood in a broad

sense, indicates all human activities such as

religion, philosophy, moral standards, laws,

politics, economic, society, history, literature and

art, such as have been preserved, learned and

transmitted in a given community or group over a

long period of time. With the rapid development of

modernization and scientific civilization we are

faced with several problems common to all human

races. How can Hagalu Vesha artists establish

coexistence and co prosperity? How can man they

maintain harmony with nature and how can they

protect their dignity? We should tackle these

problems together by going beyond ethnic and

national backgrounds, because the problems are

related to the whole earth itself rather than to only

individual nations. This paper is an endeavor that

we should be always accompanied by the quest of

how human beings can be human. At the same time

each country should review its own traditions and

discover new meanings in the traditional ways of

Objectives Cultural study of a community does not necessarily

mean assessing the rituals, customs and beliefs but

it is rather to identify the social status of a

community. The specific objectives of this study

are as follows:

1. To know the comprehensive social status

of Budga Jangama community.

2. To identify the unique quality of their

performing arts.

3. To identify the challenges and problems

of Budga Jangama in the light of

influence of globalization.

Study Area Buda Jangama community is largely found in

Karnataka, Telangana, Andhra Pradesh,

Maharashtra and Tamil Nadu states. However this

study is restricted to Hyderabad Karnataka region

where major chunk of Budga Jangama community

is inhabited. Six districts of this region namely

Yadgiri,Koppal, Kalburgi, Raichur, and Bidar

districts have been selected for this study.

Hyderabad Karnataka region was ruled over by

many kingdoms and dynasties. Majority of South

Indian social and cultural movements began from

here. Likewise, Vachana Movement, Haridasa

Movement, Anubhava School of Thought had their

Proceedings of 3rd

genesis here. Moreover, this place is rich in terms

of natural resources and Krishna, Bhima and Tunga

Bhadra Rivers flow in this region. The social and

cultural movements took place in this region have a

great significant impact on the life of Budga

Jangama and nomadic tribes. The cultural features

of this community have bridged Kannada and

Telugu oral tradition. This community has made

this region as its centre place to eke out a living

from ages. Even today, this community is largely

found in this region. That is why the present study

has chosen this region to explore the social status

of this community.

Hypothesis 1. Budga Jangamas, who have been agents of

promoting folk arts since ages, are waiting

for best possible opportunities to come to

the mainstream of the society.

2. The members of this community are now

pinning hopes on welfare measures to be

taken up by the government to uplift this

community which is battered by social,

economical and educational problems.

Methodology A research study would be incomplete which is

devoid of a proper methodology. How to study

(Methodology) is as important as what to study.

The present study would employ questionnaire,

interview, statistical data, comparative study and

historical methods. Both written and oral sources

would be used for this study. The origin of Budga

Jangama, their food culture, customs, judicial

system, oral literature, education, migration,

festivities would also be video recorded.

Conclusion The specific objective of this study is to identify

the social status and economic conditions of Budga

Jangama community which is worst hit owing to

the onslaught of the globalization, privatization

policies and rampant industrialization. They are

being treated like hapless creatures at the hands of

capitalists. The other objectives are they are paid

paltry sum while the big capitalists are earning in

huge sums at the cost of the hard work done by

these hapless community. How do the members of

this community cope with when in financial

distress? What about their health conditions? These

questions will be probed in this study. Besides this,

this study intends to examine the socio-economic

conditions, the analysis of welfare schemes

implemented by the Government, the problems and

challenges faced by them, and the impact of

modernity over the traditional occupation of this

community would be analyzed in detail. The

people of the community moved in small bands

from place to place by putting up typical Budag

Jangam tents on the outskirts of the villages. They

either cooked food or begged from households in

the main village. Hunting and making of leaf mats

was the main avocation but the decreasing forest

cover, urbanization and invention of plastic goods

led the community people to shift to hawking

plastic pitchers. The street vending was a recent

phenomenon. Since they had experience to sell leaf

mats on the streets, they could easily adopt to

vending plastic utensils. According to scholars, the

community men hunted and ate anything that

crawls aright from wild cat, jackal, lizards, etc.

However, the community men were discarding

hunting due to restrictions and the shrinking forest

area. The community practiced its own set of rules

for marriages, divorce and settlement of marital

disputes. It is argued that the members of this

community are mistaken Shivites. The present

study feels that that a fresh anthropological study

of the community would put to rest all the doubts.

Bibliography and Reference Books

1. Metri KM., (ed) Budgajangamaru,

Karnataka Budgajangama Sangha,

Hosapete 2005.

2. Mudenuru Ningappa: Burrakatha Eramma

Alemariya Atma kathana, Vidyanidhi

Publishers, Gadag 2005

3. Venkatesh N R., Budiga Jangalu, Bhasha

Sahitya, Samskrutika Shakha

parisheelane, Usmaniya University,

Hyderabad 1995.

4. Lakkappa Gowda H J., Karnataka

Budakattugalu, Vol-2 Karnataka Janapada

and Yakshagana Academy, Bengaluru

5. Sundaram R V S Anantaragam, Ralapalli

Abhinandana Grantha, 1977

6. Mikkelineni Radha Krishnamurthy,

Andhra Nataka Ranga Charitre, Renuka

Grantha Male, Madras, 1969

7. Chandrashekhara Kambara, Kannada

Janapada Vishwakosha, Bengaluru,

Kannada Sahitya Parishat, Bengaluru.

8. Hi Chi Boralingaiah 9ed) Karnataka

Janapada Kalegala Kosha, Hampi

Kannada University, 1996.

9. Yalanadu Anjinappa, Hagaluveshadavara

Samskruti, Bengaluru, Karnataka Sahitya

Academy 1993.

10. Hosamani B M, Karnatakada

Veshagararu: Ondu Samskrutika

Proceedings of 3rd

Adhyayana (unpublished PhD

Dissertation) Kannada Study Centre,

Karnataka University, Dharwad 1993.

11. Venkana Gowda M, Ballari mattu Andhra

Gadibhagada Hagaluveshagararu: Indu

Adhyayana, (unpublished PhD

Dissertation), Dept of Tribal Studies,

Kannada University, Hampi 2003.

12. Bala Gurumurthy, Pratap Nahurupi:

Budga Jangamaru, Kannada Book

Authority, Bengaluru 2008.

13. Sarika Devi Kalagi, Daroji Eramma: Ondu

Adhyayana (unpublished PhD

Dissertation): Dept of Tribal Studies,

14. Nagaraiajaiah, Ham.Pa, Janapada

Kalavidara Suchi, Kannada Sahitya

Parishat, Bengaluru 1982.

15. Paramashivaiah Ji Sham., Dakshina

Karnataka Janapada Kavya Prakaragalu,

Mysore University, 1979

16. Metri.KM., Budakattu Kulakasubugalu,

kannada University, Hampi 2002.

17. Dr Prashant H.D., Janasamudaya

Samputa: kannada University, Hampi

18. Ramesh Sa Chi., Alemarigala

Stitigatigalu, kannada University, Hampi

19. Venkatesh N R., Budgajangama Darshini,

Budgajangama Kulavignana Parishodhana

Vedike, 2002.

20. Boralingaiah Hi Chi and Prabhakar A S.,

Karnataka Budakattu Sachitra Kosha,

21. Antha Krishna Iyer L.K : The Mysore

Tribes and castes, Mysore :The Mysore

universty,1930 rpt, 1998, New Delhi:

Mittal Publication, 5 Vols.

22. Edgar Thurston: The Cast and Tribes of

Southern India. Government press

Madras-1909

23. Enthoven R.E. The Tribes and castes of

Bombay(Bombay: Government central

press-1922) Delhi : Government Of India.

24. Havanur.L.G(Chairman). Karntaka

Backward classes commission report

(Bangalore : Government press,1975),5

25. Singh K.S : The Scheduled castes, Delhi:

Oxfored University press, 1993, Pople of

India National Series, vol.2.

Proceedings of 3rd

Analysis of Modern Agriculture Effect

on Indian Society

Prof. Samata B. Deshmane Professor in Sociology, Department of Sociology, Bangalore University

Bangalore-560056 , Karnataka, India

Introduction:

Agricultural development is critical to developing

countries, especially to the least developed of them.

Although agriculture still remains the largest

employer, the largest source of exports and foreign

exchange earnings for the most developing

countries its contribution to GDP is declining

gradually. About 75 percent of population below

poverty line in the worldwide resides in rural areas

and most of them are dependent on agriculture.

While agriculture declines relative to the rest of a

growing economy as incomes improves, its growth

is absolutely critical in the early stages of

development and it can often drive export-led

growth. But whatever the stage of development is

the socioeconomic stability of a nation is

determined by prosperity of agriculture sector. In

recent years, agricultural protection and its impact

on developing countries have attracted growing

attention. While manufacturing protection has

declined worldwide following substantial reforms

of trade policies, especially 2 in developing

countries, most industrial and many developing

countries still protect agriculture at high levels.

Agricultural protection continues to be among the

most contentious issues in global trade

negotiations, with high protection in industrial

countries.

India has a large and diverse agricultural forte and

is one of the world’s leading producers of agricultural product. It is also a major consumer,

with a growing population to feed. For this reason

and because of its agricultural and trade policies, its

presence in the world market has been modest in

relation to the size of its agriculture. While it has

been a small net agricultural exporter overall since

1990, in recent years there have been many

changes in its agriculture and trade policies and

significant changes in its net trade position for

many individual products.

Objective of the study

To understand the socio-economic

characteristics of Modern agricultural

and formers.

To examine the role of traditions, values,

socio-cultural variables in the

development of agricultural

entrepreneurship.

To understand impact of Globalization on

Indian rural life

And, To understanding the Role of

Women in Agriculture

Methodology:

Both secondary data and primary data were

collected for the present study. The secondary data

was collected from the Gazetteers, census and other

government reports. Information regarding district,

taluk and up to the 18 village level were collected

from the local offices in the district. In addition,

several reports, documents along with academic

reports, papers, journal articles, books etc., were

consulted. Using various research techniques the

primary data was collected. In order to get

information on caste, demographic structure,

educational level, occupation, assets holding - land,

livestock etc. Qualitative information was collected

from the key informants and knowledgeable

persons by using interview guide Few case

histories of households were conducted which

provided a broad framework for complete

understanding of the various issues and facts

related to questions of why few 19 households are

agriculturally more enterprising as against few

others. Here one method of data collection was not

sufficient to draw conclusions on the above

question.

Restructuring of the agrarian society

Beginning from mid-eighteenth century, when the

systematic assault on Indian silk manufactures was

Proceedings of 3rd

launched, the policies of the East India Company

were deliberately designed to wipe out the various

indigenous manufactures of this country, so as to

provide a market for British goods. However, the

colonial Government could not contemplate a

similar policy regarding Indian agriculture. For the

Government to realize substantial land revenue, it

was imperative that Indian agriculture should

continue to be productive. Therefore, the

indigenous agricultural technology largely escaped

such direct assault in the 18th and 19th century; but

during this period the indigenous agrarian social

order was completely uprooted and transformed.

With the introduction of the British notion of

private property in land, the Indian cultivator lost

his earlier rights in land. With the introduction of

highly centralized administrative and judicial

machinery, with the taking away of the entire

revenue by the central authority and with the

destruction of the unity between agriculture and

manufacture that characterized traditional Indian

society, the villages lost their autonomy and self-

sufficiency. Various village and other local

institutions were rendered defunct. With the

extraction of extremely high land revenue, which

often even exceeded 50% of the produce, and the

appropriation by the state of all local resources,

such as forests, grazing lands etc. the Indian

peasants were reduced to a state of utmost

deprivation. Perhaps, at no stage in history, Indian

agriculture had been subjected to such

overwhelming constraints.

Impact of globalization on Indian rural

Rural development primarily concerned with

uplifting people out of poverty. The impact of

globalization on rural societies, there economy,

environment must therefore be viewed through this

perspective. The present paper, therefore is an

attempt to what impact globalizations having on

rural areas. Major aspects of globalization that

relate to rural life or its development which

includes the commercialization of agriculture and

expansion of agro-industries, the liberlization of

international trade and marketing for food and

other agricultural products, the intensification and

internal labor migration, the increasing

privatization of resources and services and the

wider use of information and communication and

technologies. Thus, the wave of globalization hit

India at the end of the last century which results in

all the spheres life. Labour migration to cities from

rural areas in search of employment was a common

phenomenon. This was for various reasons

especially for luxurious life, handsome salary and

for numerous job opportunities. Earlier there was a

‘minimum wage act’ and now equal wage for all is provided. Today the percentage of village people

attending the call of nature in open fields is

reduced. The good roads restrict make them

successful to sale agricultural products from

villages to goods markets in cities & towns. As a

result they can earn good price of their product.

Life in rural India was miserable due to non-

availability of electricity. Several villages have

been electrified. It is big benefit in rural

development. Globalization is going to make much

difference to rural life through electricity. If this is

supplied uninterruptedly 10-12 hours per days to

these villages then ultimately, the process of

development in rural life will be rapid. Education is

concerned, in villages school buildings are

available in villages and numbers of teachers are

appointed in primary schools so as to improve the

primary education. The infrastructures like

benches, boards and other facilities are of improved

quality. There is, however, another positive

development that girls are attending the schools in

the villages. Also the number of students attending

graduate and post graduate courses is increasing

with awareness among students from rural areas.

The technical education is providing to most of the

students from rural areas to secure employment

Proceedings of 3rd

The Role of Women in Agriculture

Agriculture can be an important engine of growth

and poverty reduction. But the sector is

underperforming in many countries in part because

women, who are often a crucial resource in

agriculture and the rural economy, face constraints

that reduce their productivity. In this paper we

draw on the available empirical evidence to study

in which areas and to what degree women

participate in agriculture. Aggregate data shows

that women comprise about 43 percent of the

agricultural labour force globally and in developing

countries. But this figure masks considerable

variation across regions and within countries

according to age and social class. Time use

surveys, which are more comprehensive but

typically not nationally representative, add further

insight into the substantial heterogeneity among

countries and within countries in women’s contribution to agriculture. They show that female

time-use in agriculture varies also by crop,

production cycle, age and ethnic group. A few

time-use surveys have data by activity and these

show that in general weeding and harvesting were

predominantly female activities. Overall the labour

burden of rural women exceeds that of men, and

includes a higher proportion of unpaid household

responsibilities related to preparing food and

collecting fuel and water. The contribution of

women to agricultural and food production is

significant but it is impossible to verify empirically

the share produced by women. Women’s participation in rural labour markets varies

considerably across regions, but invariably women

are over represented in unpaid, seasonal and part-

time work, and the available evidence suggests that

women are often paid less than men, for the same

work. Available data on rural and agricultural

feminization shows that this is not a general trend

but mainly a sub-Saharan Africa phenomenon, as

well as observed in some sectors such as unskilled

labour in the fruit, vegetable and cut-flower export

sector. This paper re-affirms that women make

essential contributions to agriculture and rural

enterprises across the developing world. But there

is much diversity in women’s roles and over-generalization undermines policy relevance and

planning.

Traditional peasant culture as a subject of

rural society

The development of agriculture in the past decades

has been determined worldwide by modernization

measures. Mechanization and intensification of

production. Rationalization of farm management

and adaptation urban-industrial lifestyles were the

goals of modernization which were also pursued by

the various disciplines of agricultural science. In so

far as any attention at all was paid to farm people's

culture, i.e. the totality of ways of life and rules of

behavior among the farming population (which

Proceedings of 3rd

must be differentiated according to region), it was

usually regarded as outmoded and the remnant of a

tradition which exerted a disruptive influence on

the moderniz3tion process. It was rural sociology

in particular which set itself the goal of overcoming

and excluding such 'backward' cultural

manifestations. In recent years, however, analyses

in the field of research into developing countries

and cultural-anthropological studies have cast a

new light on the significance of farming culture'.

They reveal that in their internal structures and

processes, traditional regional cultures have usually

successfully adapted to the needs of people and the

demands of the environment. Form (his

perspective, modernization measures may even

appear as retrograde step

Modern Agriculture Effect on Indian Society

Agriculture is one of the dominant sectors in India.

After Green-revolution, this sector was seriously

influenced by modern agricultural technology, such

as farm machinery, HYV seeds, fertilizers, and

pesticides. These transitional changes in agriculture

led to more demand for energy. At the same time

pressure on irrigation sources has increased to a

larger extent due to unfavorable rainfall conditions.

Due to this the area underground water irrigation is

increasing at faster rate, which demands large

amount of energy sources in Indian agriculture.

Conclusion

Mechanization in Indian agriculture was over

emphasized since Green revolution onwards, due to

timely completion of operations in HYVs

cultivation. Because of this reason substitution took

place from traditional equipment to modern

machines. However, increasing in application of

machines, leads to not only much 299 capital costs

in agriculture production but also it noticed over

demand for energy inputs. On the whole it was

observed that, inputs demand increased drastically

from 1970/71 onwards. On the other hand

agricultural machinery and power consumption was

very much impressive, i.e more over a period of

time. This indicates that, there will be a greater

demand for energy sources in near future. The

present section will talk about the nature of

agriculture machinery and implements

(mechanization) in Indian agriculture with respect

to selected states, its demand over a period of time,

and also look at the substitution possibilities of

different agricultural equipment.

Finally, there is a marked difference in the exercise

of power between the institutions that drive the

modernization process forward and the farming

community. In a variety of ways this power became

a political object of interest to large landowners,

industrial capital and state bodies. Thereby the

farming community became enmeshed in a

specifies network of linked economic, political and

socio-cultural relationships to the industrial-

capitalist area of society (see Pongratz 1987). Farm

people in this situation try tO preserve elements of

their own way of life and take on a defensive

attitude. As a result, they have achieved a particular

type of development in agriculture, but not one

which has been self-reliant.

If a self-reliant development for agriculture is

sought for the future, then inequalities in the power

structure must be demolished and political goals

and measures must be oriented towards the

existing, regionally varied structural and cultural

living conditions of the farming community.

However, inherent in the efforts directed at the

social and political emancipation of the farming

population is the danger that they might prove

effective as control strategies or be perceived as

such. From the social institutions involved,

therefore, is required above all a readiness to allow

the farming community to participate in decisions

about the shape and extent of change jt undergoes,

according to its own criteria of relevance and on

the basis of proven norms of behavior. This

presupposes confidence in the capacity for change

and readiness to integrate on the part of the farming

community. But it also requires restricting the

demands for modernization on the part of different

scientific and political agrarian institutions. Thus

the fundamental question arises, as to how far in a

modern society subject to rapid change,

autonomous and self-reliant forms of development

are possible and desirable. Not only should the

growing crisis associated with the modern path of

development encourage it, bur also confidence in

social groups such as the farming community. Its

previous reaction to social change does not give

rise to any anxiety (hat it 15 would Endeavour to

take retrograde steps which would lead !O

disintegration.

Reference

1. “Improvement of the situation of women in rural areas”, General Assembly, United Nations-2005.

2. Ashutosh, Kumar “Effect of globalization

on Indian society”, 2013.

Proceedings of 3rd

3. Acharya, S.S., (1998). Agricultural price

policy and development, some fact and

emerging issues. Indian Journal of

Agricultural Economics

4. Adepoju, M.O., Millington, A.C. and

Tansey, K.T. (2006). Land use/land cover

change detection in metropolitan Lagos

(Nigeria): 1984-2002, ASPRS 2006

Annual Conference Reno, Nevada May

5. Barghouti, S., Kane, S., Sorby, K. and Ali,

M. (2004). Agricultural diversification for

the poor: Guidelines for practitioners.

Agriculture and Rural Development

Discussion Paper 1. Agriculture and Rural

Development Department. The

International Bank for Reconstruction and

Development. March, 4-12.

6. Aggarwal, P.K (1993). Agro-ecological

zoning using crop growth simulation

models: Characterization of wheat

environments of India - in systems

approaches for agricultural development

(Editors: Vries, F.P.D., Teng, P. and K.

Metsalar), Kluwer Academic: London.

7. Bharathi, P.T. and Shivalingappa, B.N.

(2013). Regional disparities in the levels

of agricultural development in Karnataka:

A district wise analysis, Proceedings of

the UGC sponsored National Seminar in

Maharani’s College in Mysore. (January 23-24), 34-40.

8. Birdar, A.A. (1991). Techno-economic

issues of watershed development

approach: A case study of district

watershed. Gulbarga (Karnataka). Indian

Journal of Agricultural Economics.

XLVI(3), 313.

Proceedings of 3rd

Information and Technology:

A Contemporary Paradigm of Learning

Madhavi Kamasamodram1 & Dr.Gugulothu Sridevi

1(PhD,Education), Associate professor in pananiya college of education, Hyderabad

2Research scholar, IASE, OU Hyderabad

Abstract : This article discusses the influence and

importance of ICT in education .It discusses what

ICT Importance of ICT is in education, its benefits

to teacher, students and parents. Limitations and

key challenges of integration of ICT usage in

education . It discusses the difference between

traditional pedagogy and ICT pedagogy. Steps that

should be taken to implement ICT in education.

Key words-- ICT, Pedagogy, Teacher centred,

Child centred,

Information and Communication Technology (ICT)

is increasingly becoming indispensable part of the

education system. ICT has changed the style of

functioning of the educational system and its

governance. Paradigm shifts in education in recent

years envisions a new type of learning culture that

demands ICT integration with pedagogy in

Education Programme. Over the last two decades

there have been fundamental shifts in the way

teaching and learning are perceived and conducted

within the tertiary education sector. One is a move

from teacher-centred to student-centred education,

and another is a move from the traditional to the

virtual classroom These changes have caused

educational institutions, administrators, teachers to

rethink their roles, teaching and vision for the

future.

Introduction

Information and Communications Technologies

(ICT) education is basically our society’s efforts to teach its current and emerging citizens valuable

knowledge and skills around computing and

communications devices, software that operates

them, applications that run on them and systems

that are built with them .Information and

Communication Technology (ICT) is a major

challenge to our educational system. Information

and Communication Technologies (ICTs) play an

increasingly important role in the way we

communicate, learn and live. The challenge is to

effectively harness these technologies in a way that

serves the interests of learners and the larger

teaching/learning community.

UNESCO considers that ICTs can contribute to

universal access to education, equity in education,

the delivery of quality learning and teaching,

teachers’ professional development as well as improve education management, governance and

administration provided the right mix of policies,

technologies and capacities are in place.

Worldwide research has shown that ICT can lead to

improved student learning and better teaching

methods and increase of students exposure to

educational ICT through curriculum integration has

a significant and positive impact on students

achievement, especially in terms of "Knowledge

Comprehension" · "Practical skill" and

"Presentation skill".

Proceedings of 3rd

The benefits of ICT in education

ICTs are a potentially powerful tool for extending

educational opportunities, both formal and non

formal, rural population groups who are deprived

from education due to cultural or social

reasons.ICTs make possible of asynchronous

learning that can be accessed 24x7 days a week. It

has ability to transcend time and space any time,

any where.ICT help in access to a wealth of

learning materials, remote learning materials,

resource persons, mentors, experts, professionals

all over the world through variety of media.ICTs

prepare the current generation of students on

technological literacy, use of effectively and

efficiently in the present competitive and in

increasing globalisation jib market.

ICTs in education can benefit Teachers by

facilitating sharing of resources, expertise and

advice. An ICT literacy skill not only develops

confidence and enthusiasm and also flexibility in

when and where tasks are executed. By using ICT

in preparation ofhigher quality lessons and

designing materials they can enhance their

professional growth. Using computers can enhance

more positive feeling and can motivate students to

use learning outside school hours and proper and

individual assess can be done. It helps the teacher

to update pupil and school data at any

time and any where. It help teacher to more

focused teaching, tailored to students’ strengths and weaknesses, through better analysis of attainment

The ICTs beneficial to enhance their motivational

levels in learning ,gains in understanding and

analytical skills originality and elaboration in

reading comprehension, writing hearing and also

fluency in speaking.Flexability of any time and any

where access(Jacobsen and Kremer,)2000.It

develop high level of learning styles, self

confidents and self esteems. It is more stimulating

in learning as it is more student centred learning

style.

ICT also helpful to parents as it help in easy

communication with teachers and management.

Access to more legible, more detailed and better

student repots.It help parents to understand their

children learning and capabilities.

Proceedings of 3rd

Table classify the differences between traditional pedagogy and ICT pedagogy

Traditional pedagogy ICT pedagogy

Teacher cantered learning

Whole class at a time

Specified classroom and time

Reproductive learning/apply known solution

No coordination between theory and practical

application

Summative

Passive learning

Student cantered learning

Individual/smallgroup learning

Any where and any time

Find new solutions

Integration between theory and

particles

Diagnostic

Active learning

Limitations of ICT use in education

Lack of confidence and experience in technology

and fear of failure(Beggs(2000)

Lack of teacher competence lack of skills is the

constraining factor

Resistance to change and negative attitude

School level barrier

Lack of time to plan the technology in lessons

hectic time table for teachers in schools

Lack of effective pedagogical training to teachers

Lack of accessibility to technology by teachers and

students

ICT limits students imagination power critical

thinking and analytical skills

High cost of technology

Conclusions

Information and Communication Technology (ICT)

can contribute to universal access to education,

equity in education, the delivery of quality learning

and teaching, teachers’ professional development and more efficient education management,

governance and administration.UNESCO takes a

holistic and comprehensive approach to promoting

ICT in education. Access, inclusion and quality are

among the main challenges they can address. The

What is immediately evident is that the use of ICT

in schools is not a simple panacea for solving

problems of underachievement, nor is it a

straightforward way of raising standards of student

performance. The investment of ICT resources in

schools, and the development of accompanying

teacher and student skills, should enhance the

overall effectiveness of a school and should also

improve levels of academic performance. Hence for

proper and effective use of ICT in education step

wise and systematic application is needed.

Proceedings of 3rd

Education as a Determinant of

E-Governance Adoption: A Case Study

of Telecenters of Karnataka

Dr. R N Subba Rao M.Com, Mba, Ph.D1 & L S Iyer

1Associate Professor, SSMRV College, No. 17, 26

th Main, 36

th Cross, Jayanagar 4

th T Block,

Bengaluru, Karnataka – 560 041, India 2Ph.D. Scholar (External), Bharathiar University, Coimbatore, India – 641 046

Assistant Professor, Institute of Management, Christ University,

Bengaluru, Karnataka – 560 029, India

Abstract: E-Governance is the interaction between

a Government and its citizens to deliver services in

an efficient manner by means of information

technology and telecommunication. The study takes

into account two aspects namely, economical and

governance that impacts the e-Governance

adoption in the telecenters set up at the hobli level

of the state of Karnataka. A framework is created

with these aspects into account and validated

through the current research. The study explores

whether there is variation in education level in the

adoption of e-Governance. The research adds up to

the literature in establishing that there exist

variation in the level of education while availing

various services and adoption of e-Governance.

One way ANOVA is used to identify the variation

in the level of education leading to e-Governance

adoption through Nadakachericenters of

Karnataka. The study proposes policy changes by

the Government to render better services and

governance to the citizens.

Keywords: e-Governance adoption, telecenters,

Education, citizen services, Economical,

NadaKachericenters, e-Governance, governance

Introduction

E-Governance is the interweaving of Government

development process with Information and

Communication technology (ICT)[I]

. This enables

improved effectiveness, efficiency and service

delivery to the citizens. Typically, Governments

have been looked at as bureaucratic establishments

which make information and service delivery

access cumbersome. To break this barrier, there is

a need for public service and delivery process to be

designed to meet the needs and expectations of a

citizen. The delivery of public services needs to be

of good quality to generate citizen satisfaction[II]

Government of India set up National Informatics

Centre (NIC) in the year 1976 as a prime builder of

e-Governance applications that reaches up to the

grassroots level. NIC promotes digital

opportunities for sustainable development in India.

It also ensures wider transparency, better efficiency

and accountability to the people of India while

offering Government services. NIC undertakes

major activities of setting up ICT infrastructure and

implementing e-Governance projects at the

National and the State level. It is also involved in

the capacity building exercise of the Government

departments while providing consultancy services

to them. National Informatics Centre (NIC-KSU)

was setup as a state unit at Bengaluru, Karnataka in

the year 1987. It enables digital interaction

between Government and Citizens (G2C),

Government and Businesses (G2B) and among the

Government agencies (G2G) themselves.

In the year 2006, e-Governance department of

Karnataka with the support of NIC,set up Rural

Digital Services (RDS) to provide citizen services

in an affordable speedier and efficient manner. It

was the first computerised citizen service delivery

center in the country with an Information

Technology (IT) interface at the hobli(cluster of

villages) level. This project by name Nemmadi

(peace of mind), set up telecenters through public

private partnership. This project was unsuccessful

due to lack of experienced operators at the

telecenters.

On 25th

December 2012, Government of Karnataka

took over the Nemmadi project completely and

eventually handed it over to the revenue

Proceedings of 3rd

department thus making revenue services of

Karnataka accessible to the citizens through

AtaljiJanaSnehi Kendra (AJSK) centers.Also

known by the name NadaKacheris, these centers

were designed for the purpose of collection of

taxes and maintenance of land records by the

revenue department. These telecenters were

supposed to reduce commute time, render timely

services to needy citizens by avoiding

intermediaries while processing certificates.The

AtaljiJanaSnehi Directorate was created at the

State level headed by the Commissioner, Survey

Settlement and Land Records. He was also

designated as Director, AtaljiJanaSnehi

Directorate. The Deputy Commissioners of the

districts are the overall in-charge of the project at

the district level. Each hobli is headed by a Deputy

Tahsildar who is supported by a revenue inspector,

case worker and computer operator.

NadaKachericenters issue 37 types of certificates

to the citizens of Karnataka. The citizens pay a

nominal amount for the issue of certificate as per

the services they want to avail. In order to ensure

prompt delivery of services within a stipulated

period of time, Sakala scheme was introduced in

the year 2012 and linked to the services provided

by NadaKacheris.

Compilation of previous studies

E-Governance studies were compiled from Global

as well Indian studiesin order to provide a variation

in adoption of e-Governance in developed as well

as developing countries. In order to successfully

adopt e-Governance services, understanding of

citizens’ needs by Governments and ease of using

its services is significant[III]

. Ease of access to

service, single window access, suitability of service

locations to socially and economically backward

users were found to be some of the attributes which

would motivate the end user to make use of e-

Governance services. Reduction in visits to

Government offices, knowledge of the service

provider, extent of training provided to the

operators on the services offered were significant

for the citizens to avail Government services

through common service centers[IV]

Advanced technologies, education, technological

openness and effective Governance lead to the

adoption of e-Governance[V].

Collection of user

charges by the common service centers, accuracy

of document issued by the centers were also

considered to be major attributes to assess the

services[VI].

Technical infrastructure, speed of

delivery, service quality, information quality and

reliability are few factors which motivate citizens

to adopt e-Governance services. Governments have

to tackle and remove human challenges to ensure

citizens adapt e-Governance services effectively. It

also enables human and social development to

ensure that the benefits of these developments

reach the common man[VII]

Females are less e-ready as compared to males and

age is not an influential factor on the e-readiness of

citizens of citizens who belong to certain castes.

Education and income have positive influence on

e-readiness of citizens[VIII].

Need of people from

different cultural background must be addressed in

different ways for broader adoption of e-

Governance services[IX].

Demographic variables

like gender, age, education and income influence

the citizens to adopt e-Governance services [X]

e-Governance projects mature in a country, it is

found that gender differentials disappear. One of

the objectives of e-Governance is to eliminate

gender differentials [XI]

. Institution based trust is

considered to be a major factor in building trust

with Government. A conceptual model with trust

as the underlying catalyst for e-Governance

adoption is proposed [XII].

ICTs have always

influenced the literacy of rural citizens. E-

governance is an enabler is improving the literacy

level through technological intervention[XIII]

impact study of demographic factors as

determinants of citizen’s adoption of e-Governance

reveals that with the exception of nationality, all

other demographic variables including gender, age,

education, type of employment clearly explains the

differences in adoption of e-Governance [XIV]

The current study attempts to determine e-

Governance adoption of citizens through

NadaKachericenters of Karnataka. The research

aims to analyze whether variation in the level of

education determines e-Governance adoption. It

also intends to explore the fact that if the variation

exists will it influence the adoption of e-

Governance for a wider population. The present

study was conducted in the State of Karnataka,

India in NadaKachericenters also known

AtaljiJanaSnehiKendras set up in various hoblis.

These centers issue 37 types of citizen benefit

certificates to different age groups and various

socio economic categories. These certificates

include the categories of pension, employment,

social status, land related, marriage, land and

family related documents.

Objectives of the Study

To assess the influence of economical

dimension of e-Governance services on e-

Proceedings of 3rd

Governance adoption while availing citizen

delivery services at Nadakacheris.

To assess the influence of governance

quality of e-Governance services on e-Governance

adoption while availing citizen delivery services at

Nadakacheris.

To understand the moderating effect of

level of education on the economical dimension,

governance quality of e-Governance services on e-

Governance adoption while availing citizen

delivery services at Nadakacheris.

Materials and Methods

The Southern State of Karnataka has 30 districts

and 777 hoblis. Out of the 30 districts, four were

chosen for the present study. The choice of districts

was done based on the population density across

the districts. For the research purpose, stratified

random sampling method was used to arrive at the

hoblis. Three taluks (cluster of hoblis) were chosen

randomly and under each taluk, two hoblis were

chosen. One of the hoblis chosen was closer to the

taluk headquarters and another at a remote

distance. The districts thus chosen are Bengaluru

Urban, Ramanagara, ChamrajNagar and Bengaluru

Rural.Respondents of this study were citizens who

visit NadaKachericenters to process various

certificates to avail the benefits provided by

Government of Karnataka. A judgmental set of 700

respondents were purposively given a structured

questionnaire who had volunteered to be part of the

data collection process. Later, effectively 657

responses were taken into consideration taking into

account the missing data and unfilled

questionnaires.The questionnaire was based upon

the impact study done for Government of India on

various e-Governance projects across six states[XV].

The study was conducted by taking into account

twodimensions namely – economical and quality of

governance.

For Economical dimension, the alpha coefficient

was found to be 0.792, for quality of governance as

a dimension, the alpha coefficient was found to be

0.770. All the dimensions indicate that the items

have high relative internal consistency.

Figure 1 – Conceptual Framework of e-Governance Adoption

Results and Discussion

Certificates issued by Nadakacheris benefit citizens

are different age groups, gender, income level,

caste, occupation and level of education.

Table 1Gender of the respondents

Frequency Percent

1 Male 317 48.2

2 Female 340 51.8

Total 657 100

Proceedings of 3rd

Both men and women have more or less equal

representation in the sample selected.

Table 2Education level of the respondents

Education Level Frequency Percent

No formal schooling 175 26.6

High School 250 38.05

Pre-University 149 22.68

Graduate 118 18.0

Post Graduate 30 4.6

Total 657 100

Out of 657 respondents, about 38% of the

respondents have passed high school, followed by

respondents who have not attended formal

schooling. About 22% of the respondents have

completed Pre-University and about 18% of the

respondents had completed graduation and rest of

them have received some amount of education. It is

observed that lesser percentage of respondents

have attended college to pursue higher

education.Analysis of the observed data indicates

that there exists variation in the education level in

the perception on economical dimension in e-

Governance adoption among respondents.

Similarly, there exists variation in the education

level in the perception on Governance quality in e-

Governance adoption among respondents. It is

observed that respondents who do not have formal

schooling approach Nadakacheris for widow

pension and caste & income certificates. Most of

those who visit Nadakacheris for collecting

pension are educated upto high school. Legal heir

certificates are acquired by postgraduate

respondents.

Table 3 Gender and Education level

Gender/Level of Education Male Female Total

No formal schooling 30 145 175

High School 99 86 185

Pre-University 97 52 149

Graduate 62 56 118

Post Graduate 29 1 30

Total 317 340 657

More men seem to be well educated as compared

to women. Most of the women respondents seem

not to have taken up formal schooling at all.

Education level of women is less compared to men

from the analysis. Education level influences the

visits to Nadakacheris due to the types of services

offered to varied categories of respondents. As

there is a variation in the education level and its

influence on e-Governance adoption it is relevant

to test hypotheses in this regard.

H01 – Citizens do not perceive Nadakachericenters

as economical while processing citizen benefit

certificates.

Table 4 Descriptive Statistics of Economical dimension

Economical Dimension Mean Std. Deviation

Money invested is affordable 3.98 1.143

Service charges are affordable 3.05 1.512

Travel cost is affordable 3.82 1.262

Multiple trip costs is affordable 2.31 1.284

Time invested is affordable 2.50 1.120

Not compelled to pay additional money 2.63 1.236

Not compelled to miss work & earning opportunity 2.49 1.115

With respect to economical dimension seven

parameters were identified to measure the

economical dimension of processing certificates

from NadaKachericenters. The parameters were

measured by means of 5-point likert scale and

quantified. Respondents perceive that money spent

to acquire certificate is a one-time investment and

the cost is affordable. From the analysis it is

observed that there are a group of citizens who

perceive cost of acquiring a certificate to be higher

Proceedings of 3rd

and they could be daily wage earners. These

respondents may have paid additional money due

to lack of education and awareness or could have

missed their work and thus the earning opportunity.

H02 - Citizens do not perceive NadaKachericenters

to provide quality governance while processing

citizen benefit certificates.

Table 5 Descriptive Statistics of Quality of governance

Quality of Governance Mean Std. Deviation

Operators possess good knowledge & skill sets 4.23 0.865

Operators are courteous, well trained & highly motivated 3.37 1.405

Transactions are simple & error-free 3.38 1.383

Operators could be held accountable & responsible for errors in

certificates 3.05 1.522

Transactions are transparent 3.74 1.115

Respondents perceive that the operators and staff

in the centers exhibit good quality Governance.

Few citizens feel that corruption is prevalent in

NadaKachericenters. Citizens feel that their work

will get done faster if they pay additional money as

corruption is rooted in the system though e-

Governance must ensure processes to be

transparent. Citizens find the operators to be highly

motivated, however due to human errors there

might be fault in data entry like name of the citizen

or date of birth. In such cases, the operators do not

have the administration authority to correct those

errors.

H03 – There exists no variation in the perception

of economical dimension based on level of

education while availing citizen services through

Nadakachericenters.

H04 – There exists no variation in the perception

of governance quality based on level of education

while availing citizen services through

Nadakachericenters.

Independent sample t test and one-way ANOVA

test were conducted to analyze if there exist any

variation in the level of education in perception

about NadaKachericenters among citizens.

Table 6 ANOVA results against hypothesized demographic variable of level of education

Null hypotheses Dimension F value Sig. Results/Comments

H04 Economical 49.407 0.000 Not acceptable.

H05 Governance 73.717 0.000 Not acceptable.

It can be observed from the table above that there

is a variation in the education level among citizens

while availing services through

NadaKachericenters as the null hypotheses are not

accepted.

At 95% confidence level, F value for Economical

dimension is found to be 49.407. It is found that

there is variation in the perception of economical

dimension based on the level of education while

availing citizen delivery services from

Nadakacheris.

At 95% confidence level, F value for Governance

Quality is found to be 73.717. It is found that there

is variation in the perception of governance quality

based on the level of education while availing

citizen delivery services from Nadakacheris.

The study reveals certain facts which Government

of Karnataka may take into account while devising

e-Governance projects for the citizen benefit. If

these facts are implemented there could be

acceleration in e-Governance adoption of citizens

irrespective of the variation in the demography.

In most of the cases there is undue delay in the

processing of citizen benefit certificates. Due to

this, few citizens are compelled to make multiple

trips to centers adding to the cost of acquiring

certificates. In order to avoid this, Government

authorities can process the certificates efficiently.

In the event that there are intermediaries who

demand additional money from the beneficiaries,

there is an opportunity for the citizens to spend

more money to acquire certificate. By avoiding

inordinate and unexpected delay in the issual of

certificates, Government could ensure that the

beneficiaries are not compelled to miss their work

and further their earning opportunity. Most of the

citizens feel that the money invested in acquiring

Proceedings of 3rd

certificates is affordable. However, this could be

due the fact that they want to leave a positive

impression. And also these certificates are very

essential for the scholarship or subsidy delivery by

the Government.

Presence of intermediaries in the centers leads to

unfair practices like jumping of queue by

influential men. Government must bring

transparency in the certificate acquisition process

to avoid this issue. Operators and personnel at the

centers could be trained periodically so that there

are lesser errors in the issued certificates. Training

would also motivate the operators to deliver their

duty in an efficient manner. Further, it would also

ensure that the transactions are completed without

any error thus facilitating the citizens to avoid

multiple trips to the centers leading to cost saving.

The current study with special focus along the line

of education as a determinant for e-Governance

adoption adds to the recent literature; that there is a

variation in the perception of citizens with varied

education levels. Government has to put in more

effort to iron out the differences as the success of

e-Governance depends upon its effortless adoption.

Observation reveals the fact that citizens without

any formal schooling tend to visit Nadakacheris for

pension related services. The reason could be that

due to lack of education their earning capacity

comes down leading to dependency on the

Government services. Caste and Income

certificates are acquired by respondents who are

still studying. This justifies the fact that these

certificates enable the beneficiaries to avail

Government benefits. It can be found that

respondents who are physically handicapped are

not highly educated as the Government provides

them with life time pension. Post graduate

respondents visit Nadakacheris to acquire legal-

heir and land related certificates. This could be due

to the fact that they are well aware of the

procedures of acquiring certificates due to their

education level. Depending upon the literacy and

education level different counters could be set up at

the telecentres. Lower the education level the more

is the help sought for by the respondents leading to

more engagement time with the operators. These

operators could be trained well to help the

beneficiaries with patient explanation of the

processes leading to their satisfaction.

One of the limitations of the study is that it took

into account only the education level of the four

districts. The chosen districts are organized based

on population density. Instead of that literacy level

of respondents across various districts could be

considered for the research. The findings of this

research are important as it focussed on education

as a determinant for e-Governance adoption by the

respondents who visited Nadakacheris in the

Southern State of Karnataka.

References

[I] Singh, S., 2009. Social Implications of

Electronic Commerce. Journal of Social Science,

21(2)pp. 91-97.

[II] Araujo, R., Taher, Y., Heuvel3, W.-J. v. d. &

Cappelli1, C., 2013. Evolving Government-Citizen

Ties in Public Service Design and Delivery.

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[III] Al-Shafi, S. & Weerakkody, V., 2009.

FACTORS AFFECTING E-GOVERNMENT

ADOPTION IN THE STATE OF QATAR. Abu

Dhabi, s.n.

[IV] Rao, V., Rao, T. P. R., Bhatnagar, S. C. & S.,

2004. E-Governance Assessment Frameworks, s.l.:

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Government growth? An econometric analysis on

the impact factors. International Journal of

Electronic Governance, 6(1), pp. 20-36.

[VI] Alateyah, S. A., Crowder, R. M. & Willis, G.

B., 2013. Identified Factors Affecting the Citizen’s Intention to adopt e-Government in Saudi Arabia.

International Journal of Social, Management,

Economics and Business Engineering, pp. 1166s-

[VII] Singh, L. C., 2009. Message.

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[VIII] Rashed, A. A.-e. a. A., 2012. THE IMPACT

OF THE CULTURE ON THE E-READINESS FOR

EGOVERNMENT IN DEVELOPING COUNTRIES

(YEMEN). s.l., s.n., pp. 331-339.

[IX] Anastasopoulou, K. & Kokolakis, S., 2013.

Exploring citizens’ intention to use e-government

services: A role of cultural bias. International

Journal of Electronic Governance, 6(1), pp. 3-19.

[X] Venkatesh, V., Sykes, T. A. & Venkatraman,

S., 2012. Understanding e-Government portal use

in rural India: role of demographic and personality

characteristics. Information Systems Journal, pp. 1-

[XI] Iyer, L. S., & Rao, S. R. (n.d.). E-Governance

diffusion in the telecenters of Karnataka: A gender

analysis. International Journal of Business

Information Systems. Retrieved September 02,

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[XII] Kumar, V., Mukerji, B., Butt, I., & Persaud,

A. (2007). Factors for Successful e-Government

Adoption: A conceptual framework. Electronic

Journal of e-Government, 5(1), 63-76. Retrieved

September 8, 2016

[XIII]Kumar, R., & Sharma, M. K. (2012). Impact

of ICT for Women Literacy in Indian Rural Areas

of E-Governance. Journal of Information and

Operations Management, 3(1), 194-195. Retrieved

September 07, 2016

[XIV] Athmay, A.-a. A. (2013). Citizens'

Perceptions towards e-Governance: Field Study.

International Journal of Social, Behavioral,

Educational, Economic, Business and Industrial

Engineering, 7(9), 1-9. Retrieved September 08,

[XV] Bhatnagar, S., 2009. Unlocking E-

Government Potential. New Delhi: Sage

Publications.

Proceedings of 3rd

Designing Marketing Strategy Using SMAC That Will

Drive Consumer Purchases In Cosmetic - Industry

Dr. P. Usha Lecturer (H.O.D.), Department of Telugu

Maris Stella College, Vijayawada, Andhra Pradesh.

Abstract: The aim of the current empirical study is

to devise a marketing strategy which will use

SMAC as a tool to enhance consumer buying

preferences for cosmetic products. Factors

affecting customer preferences for cosmetic

products have been found out through in depth

interviews of female professionals as major

customers and industry experts in the field of

cosmetics. A survey was conducted and linear

regression was performed to know the factors

which were most important to consumers and the

findings were Knowledge, Price of cosmetic

Product, Longevity, Involvement and point of

purchase which impact the consumer buying

behavior. Based on these significant factors, a

marketing strategy is formulated using SMAC to

target the right customers and increase the

customer base in the cosmetic industry.

Introduction:

In this digital era when most of the

consumers buy everything online from groceries to

clothes, they hardly seem to be interested when it

comes to buying cosmetics online. Consumers still

love to have a look and feel of the product before

they make an online purchase. They expect a

technology that will enable them to have the feel of

the product.

As per the recent statistics, 87% of people

will be shopping online and 45% of the people will

be using mobile phones by 2020. Therefore it is the

need of the hour for the cosmetic companies to

embrace advanced technology to introduce

products to increase the digital consumer base.

I plan toformulate a marketing strategy

that will use Social Media, Mobile and Analytics

that would drive consumer preferences towards

Cosmetics Industry. I will target rising urban elite

woman population of age group 25-45 working as

corporate and girls of age group 18-25 studying in

tier 1 and tier 2 cities for our empirical research. I

would analyze how peer-pressure, social media has

affected the online cosmetic purchase preferences

of our target population.

The marketing strategy would not only

cover broad purview including positioning,

advertising and selling of cosmetics but also help

consumers to make informed decisions about their

purchases.

Literature Review:

Few studies, to our knowledge exist that

examine cosmetic brands and companies’ use of social media as a means of engaging withtheir

current and potential consumers. Earlier research

studies have focused on what types of social media

tools Ire used more frequently by these brands to

connect with their fans and users. Specifically, the

study focused on the theoretical and practical

implications of viral marketing in the branding

strategies.

Research has also showed that beauty

campaigns, product sampling, and advertising on

social interactive platforms have led to an average

of 346% community yearly growth on Facebook

(Galloway).While Facebook has grown

exponentially for individuals seeking new ways of

connecting with other individuals, the social media

website has also become increasingly more popular

with companies looking to create a brand or

enhance their current brand. More importantly,

93% of businesses use social networking for

marketing and branding (Qualman). During April

2012, there were more than 200 million active

online users in the United States, with an average

of 29 hours being spent on web browsing (Nielsen,

2012a). As is claimed by Andrew L. Shapiro in

1999, the “emergence of new, digital technologies signals a potentially radical shift of who is in

control of information, experience and resources” (Shapiro cited in Croteau & Hoynes, 2003, p. 322).

Characterized as such, social networking sites have

been considered a powerful tool with great

potential to better shape democracy. Malone and

Klein (2007) did an online forum experiment, the

Proceedings of 3rd

climate collaboratorium, and claimed that

controversial issues were reduced by facilitating

the electronic democracy via the use of social

media.

Numerous brands and business entities

have Facebook page nowadays. Given that forming

an attachment between companies’ brands and their consumers and potential consumers is the primary

goal in brand marketing efforts (Rossiter& Percy,

1997). On the other hand, after examining the

effectiveness of brand site, efforts of digital

marketing, and performance on major social media

platforms and mobile devices, the beauty digital

index released in 2011 by Galloway (2010)

identified five classes of brands in the beauty

industry: genius, gifted, average, challenged, and

feeble. Dove ran multiple beauty campaigns using

social media targeting females of various age

groups. The campaign involved putting up the

pictures of models of all sizes and ethnic

backgrounds. Consumers could then find that

particular advertisement online and check the box

against the questions such as “Flawless or Flawed?” “Oversized or Outstanding?” and “Fit or Fat?” The objective of the campaign as claimed by Dove was to create beauty awareness. However,

Dove managed to tap into the insecurities of

women seeking to maintain their beauty and

youthfulness and hence sell their cosmetic product.

(Scott, Sarah. "A Critique of Dove's Campaign for

Real Beauty." (2013)

Cosmetic companies are increasingly

using smart phones not only as marketing tool but

as an innovative service product. I interviewed

Marketing and Brand Manager, Unilever for expert

opinion about the technology used by Unilever

(Lakme) to drive customer preference for their

product. Lakme has recently launched an

application called Lakme Make up pro which

provides real time makeover application where the

camera becomes your mirror. Similarly, Inglot a

Poland based cosmetic company launched Inglot

virtual makeover mobile application. L’Oreal has

also launched an interactive application called

‘Makeup Genius’ which turns smart phones into cosmetic mirrors and enables consumers to see how

different makeup - including lipstick, foundation,

eye shadow, and eyebrow powder - would look on

their own face. The products demonstrated link

back to L’Oreal’s online shop for convenient shopping experience. The application also has a

share option so that users can post their virtual look

to popular social networks. L'Oreal China vice-

president LanZhenzhen explained that color

cosmetics is still in its infancy in China, and the

company therefore saw infinite opportunity with

the help of fast-developing digital

technologies.(FANGQING, W. Talk to young

Chinese on their own turf. )

With the rapid penetration of smart

phones, Internet and email, traffic on mobile

devices .According to Litmus, mobile email open

rates are now 43 percent vs. desktop at 32 percent.

This increasing reliance on mobile devices for

Internet and social media has also altered the path

to purchase. Because of this trend, it is becoming

more important than ever for advertisers to

understand complete consumer behavior on mobile

Hence, reaching the right consumers at the right

time, at the right place, with the right message is

the key to a successful campaign. The results point

to an opportunity for brands to intercept personal

and beauty shoppers via mobile while they are on

the way to making a purchase. People turn to

mobile devices throughout the day to find

information because of its speed and convenience,

with 77% of mobile searches happening at home or

at work

Today, 93% of beauty organizations do

not have a data-dedicated function. Data is often

generated and disseminated within the sales and

finance teams, instead of cross-pollinating across

the company. To solve for this, companies should

create data-centric beauty organizations. In this

new data-centric organization, data is at the core. It

feeds into and connects all elements of the

company through a newly created function of data

strategy. (Meerman Scott, 2009). The beauty

industry needs to start recruiting, acquiring, and

developing data scientists now (“Global powers of

retailing,” 2010). Many companies have a large

amount of data, however only 12% of marketing

experts claim to have access to actionable data

(Jones, 2012). Big Data is changing the beauty

world as we know it. It is estimated to be worth

$300 billion a year to the health care industry

alone, and the impact on the beauty industry is

expected to be double (Heussner, 2010).

In the future, sensors are predicted to go

beyond what people can verbally express and track

what they physically do with the beauty product.

Sensors will be molded into product packaging to

track actual consumer usage behavior as companies

develop and validate product concepts (Holmes,

2012). These sensors will allow brand marketers to

understand where and how consumers are using

products, as well as how and how often. For

Proceedings of 3rd

example, in a recent survey consumers claimed that

they apply five strokes of mascara to each eye. But

when counted during actual usage observation, it

was closer to 50 (“Big Data issue,” 2013). In 2020 there will be new ways to leverage technology and

integrate it with GPS and advanced data analytics.

This will provide the manufacturer with real time

information about the consumer, and, most

importantly, where and how products are used

(Gulbahace, 2010). For example, during a typical

fragrance launch a beauty brand can spend an

estimated 6% of projected retail sales on sampling.

In the future, brands will leverage algorithms so

consumers can receive specific recommendations

to prevent or reduce aging (Grace, 2012).

Research Proposal

Problem Definition/Objectives of the research

The present research titled “Designing

marketing strategy using SMAC that will drive

consumer purchases in Cosmetic-Industry “ aims to propose a marketing strategy for cosmetic

products using social media, mobile, analytics and

cloud as a tool on the consumer buying behavior in

cosmetics industry.

Approach to the problem

The literature study revealed that many

cosmetic companies are increasingly using social

media, mobile and analytics to understand the

consumer buying behavior and preferences to come

up with the right products to the right set of

customers. This is helping firms understand the

needs of the consumers better and come up with a

customer profiling to so that the firms can decide

on the right product mix and assortment. A survey

is conducted to understand the most significant

factors which are related to the purchase of the

cosmetic products for the customers. Based on the

findings from the survey and using SMAC as a

tool, a marketing strategy is formulated which

would enhance the customer base in the cosmetic

industry.

Conclusion:

The findings from the current empirical

study suggest that knowledge, point of purchase,

longevity, price and involvement of the customers

are of prime concern for the cosmetic industry in

order to formulate a strategy using SMAC and tap

potential customers. According to the global

trends, 87% of the people are expected to be

shopping online and 45% via mobile by 2020.

However, cosmetic industry which is still in the

nascent stage of digital transformation must

enhance the usage of SMAC technology to expand

its online strategy into a multipronged digital

strategy to increase the online customer base. It has

been found that Customer’s knowledge and awareness of the cosmetic products is one of the

key influencing factors and therefore there is a

potential to tap customers by content marketing on

social media sites like LinkedIn,Facebook and

Twitter. Other means to increase cosmetic product

awareness can be by launching targeted marketing

campaigns which can go viral through social media

using back links and social shares. This can lead to

explosive growth and visitors to the site which can

be managed by search engine optimization. The

factor ‘point of purchase’ is also found to be important – this can be addressed by geo-

marketing,geo-fencing on a wider scale and once a

customer steps into a store, in-store advertising

such as trigger recall, introduction of new products

and sales promotion can be used .Since

involvement is also an important factor we can

address the concern by transforming the high

involvement product into low involvement product

by providing consumerswith referrals of utility

products which would increase their purchase

intent and shorten the decision making time of the

customer. The study signifies longevity as an

important parameter. SMAC technology can be

used to know the customer preferences for

longevity of different cosmetic products. For

example- customers would prefer skin products to

be used for less duration as compared to body

products, skin being more sensitive. This will help

cosmetic companies to design their product mix.

The next factor is price. Pricediscovery for a

product can be a boon for cosmetic companies.

This can be done by enhancing customer

engagement through SMAC by asking the

customer to register on a platform, share their

experiences via video platforms. Customers will be

incentivized through referrals if they re-share or re-

tweet others experience and this would further

minimize the price consciousness of the customer.

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