INDEXSr. No. Title Author Subject Page No.

1 The Balanced Scorecard: As A Performance Measurement System

Dr. Vinod K. Ramani Accountancy 1-2

2 Corporate Mergers and Acquisitions: Legal, Accounting and Strategic Issues

Mira J. Bhanderi Accountancy 3-4

3 Morphometric analysis of the Sisi river basin, North-East India and some geo-environmental implications

Dr. Uttam Goswami Applied Geology

5-6

4 Careful Evaluation of CARE’s Performance Dr. Bheemanagouda Commerce 7-8

5 Advertisements on Passenger Cars - An Innovative Idea for Outdoor Advertising

Dr. Sangapa Rampure Commerce 9-10

6 Knowledge Management And Knowledge Process Outsourcing

Dr.Santos Singh Bais Commerce 11-13

7 A Study on Micro, Small and Medium Enterprises, Using Sms Marketing as a Tool

Dr.S P. Mathiraj, Mr Anil B. Malali

Commerce 14-16

8 Economic Value Added Dr. Kishor V. Bhesaniya Commerce 17-20

9 CHALLENGES IN COMMERCE DUE TO GLOBALIZATION

Mr. T. Kalimuthu, Dr. R. Ganapathi

Commerce 21-23

10 Estimating Reliability of Component Based Software Using Artificial Neural Network

Mr. Harish Rathod , Mr. Mahesh Parmar, Miss. Rekha Teraiya

Computer Science

24-26

11 Foreign Direct Investment (Fdi), Special Economic Zones (Sezs) And Economic Developments In India: An Empirical Study

M. Marimuthu Economics 27-29

12 Environmental Impact On Agriculture: WTO And Indian Economic Reforms

Dr.Shivasharanappa Dhaba

Economics 30-31

13 Study of regional rural water supply scheme-Kutch Niketa Patel Economics 32-34

14 An Overview of Indian economy of Unemployment in Depression

Dr. Dilip Arjune, Dr. Pawar Ashok S.

Economics 35-37

15 Kendriya Aarthsankalp 2011-12 and 2012-13 ke Tulnatmak Adhayan

Dr. Pawar Ashok S., Dr. Sunita J. Rathod, Shri. Budhwant R.G.

Economics 38-42

16 ADEPTS: Innovative Self-Evaluation Technique for Teachers

Dr. Pawar Ashok S., Dr. Vishal Tayade,Dr. Sunita Rathod

Economics 43-44

17 Bharatiya thet parikiy gunvantkiye dhoran Dr. Pawar Ashok S. Economics 45-48

18 European Euro Sankat and Vyaparchakrache Jagtik Parinam

Dr. Pawar Ashok S., Dr. Sunita J. Rathod, Umare Vilas Devchand

Economics 49-52

19 Higher Education in India: An Appraisal Dr. Sukhwinder Singh jolly

Education 53-56

20 An Investigation on test Anxiety In L2 Learners S. Gandhimathi , Dr. R. Ganesan

Education 57-58

21 Organizational Commitment and Self esteem of Faculty Members of Secondary Level Teacher Training Programme in Mysore

Mr. Moslem Cherabin, Dr. Praveena K. B.

Education 59-61

22 Comparative Analysis on Various Coded Cooperaative Networks

Pallavi Ingle Electronics and Communication

62-64

23 Effect of Plasma Arc Cutting Speed-voltage On the Unevenness of Hardox-400 Material

A. A. Darji, S. P. Patel, J.V.Desai

Engineering 65-67

24 Design and Simulation of High Speed,Low power Preamplifier Based CMOS Comparator

Gireeja Amin Engineering 68-70

25 Analysis of box culvert considering soil structure interaction

M.G. Kalyanshetti,S.V. Malkhare

Engineering 71-74

26 Soil erosion & Advance Techniques of Soil Conservation Manish Gujarati,Prof. H. M. Gandhi

Engineering 75-77

27 Cotton Crop Performance and Economics under Drip Irrigation at Various Water Application Levels

Jignesh. A. Shah Engineering 78-80

28 Cotton Crop Response to Thermal Regimes under Surface Irrigation at Stress Free Water Application Level

Jignesh A.Shah Engineering 81-82

29 Simulation of Line and Phase Voltages of Inverter Using Switching Function Concept

Prachi M. Palpankar, A.Y.Fadnis

Engineering 83-85

30 Microgrid : A Planning Based on Renewable Sources In Amravati District

Shweta. L. Tiwari, Dr.R.M. Moharil

Engineering 86-89

31 “Phenomenological Modeling of Four Stroke Compression Ignition Engine Processes”

V. M. Makwana Engineering 90-94

32 Designing Aspects of Cryogenic Attachment For Uv/Visible Spectrophotomer

Yagnesh B. Chauhan, Hardik B. Patel, J.M.Patel, Dr. U.S.Joshi

Engineering 95-98

33 Comparison Of Conventional 60/70 grade of Bitumen with CRMB60 for Roads

Zala Kartik S., Mandowara Nirajkumar P., Prof. C.B.Mishra, Dr. F.S.Umrigar

Engineering 99-100

34 Modelling And Analysis of Faults In Wind Based Doubly-Fed Induction Generator

K. Keerthi Deepika,A. Srinivasa Rao

Engineering 101-104

35 Multipoint Hand Gesture Recognition Using Robotic Arm Control

Nishant Madhukar Labhane, Prashant Harsh, Meghan Kulkarni

Engineering 105-107

36 Assessment of Sediment Distribution Hiral Shah, N. N. Borad, R. K. Jain

Engineering 108-111

37 Review and Analysis of Drought Monitoring and Management

Patel Jaydeepkumar J., Prof. G.V.Dihora

Engineering 112-114

38 Flow Forecasting of Tapi River At Mandvi Station By ANN Gajjar Kamleshkumar Hasmukhbhai,Prof. H.M.Gandhi

Engineering 115-118

39 Implementation of Digital Watermarking by Combined Transform Domain Algorithm for Copyright Authentication using Matlab

Raval Keta J., Mrs. Sameena Zafar

Engineering 119-121

40 Use of Rubber Dam In Tapi River Front Development At Surat City

Sagar D Patel, Kiran R.Shah, PROF.R.B.Khasiya

Engineering 122-124

41 Mahatma Gandhi's Ultimate to the Globalization Dr. Ashok Shankarrao Pawar

Engineering 125-129

42 Determination of Reservoir Operating Rules for A Single Reservoir - A case study (March 2012)

J.C.Solanki,B. K.P.Sthar, C. Prof.A.T.Motiai

Engineering 130-132

43 Flow Equation For Elliptical Weir Jigar H. Gamit Engineering 133-135

44 Reducing the Effect of Flood through River Training Work on Shedhi River at Khumarvada Village of Kheda District, Gujarat

Suthar Kandarp kumar P. , Solanki Jitendrasinh C.

Engineering 136-138

45 Case Studies in Community Initiated Rainwater Harvesting Dr Mahalaxmi Krishnan Environment 139-140

46 Impact of Human Activities on Mangroves Ecosystem Arvind A. Dhond Environment 141-143

47 Equator Principles an Innovative Tool for Environmental and Social Sustainability

Ashok R. Bantwa Finance 144-146

48 Investor Activism – The Icahn Effect Ch. Chaitanya Finance 147-149

49 Dividend policy – A fundamental signal Krunal K Bhuva, Dr. Vijay Vyas

Finance 150-151

50 Infrastructure Creation And Utilisation In Railways Mrs. K. Revathi,Dr. R. Ganapathi

General Management

152-154

51 Impact of Environmental Parameters on the Worker’s Work Capacity Involved in Organized Poultry Farm

Tulika Srivastava,Dr. Aditi Vats

Home Science 155-156

52 Impact of Electronic Communication Media on Consumers Sandhya Rani,Dr. Chhaya Shukla

Home Science 157-159

53 A Study On Employee’s Performance Appraisal With Reference To Mitsubishi Heavy Industry Tools Limited.

S.Ragothaman, D.Yuvaraj, S.Sridhar

Human Resource Management

160-162

54 Roles of the Expatriate Kapil Dev Upadhyay, Dr. (Prof.) Vijay Kumar Soni

Human Resource Management

163-164

55 English in Multicultural Society of Asia Bhaveshkumar Rana Literature 165-167

56 Need to Reform General English Syllabus at UG Level in the Affiliate Colleges of the University of Jammu: An Experimental Study

Dr. Wajahat Hussain Literature 168-169

57 A Study On Employee Retention for Sustaining the Talented Employees in Health Care Industry in a Private Multi-Speciality Organization

Dr C Swarnalatha,TS Prasanna

Management 170-172

58 Present Status Of Women Self Hep Groups In Tamilnadu M.Gurusamy, P.Uma Maheswari, C.Sangeetha

Management 173-175

59 Volatility In Indian Stock Markets Mr. Santanu Kumar Das

Management 176-180

60 Women Entrepreneurs: Role, Development and Contribution in Indian Economy

Siddharth Raval, Yupal Shukla

Management 181-182

61 Talent Management: A Bird Eye View Kalaspathi Vishwakarma

Management 183-184

62 Efficient Positioning For Sustained Leadership Ms.Asha Anotny , Ms.S.Anbu Selvi

Management 185-188

63 “An Imperical Study on Women’s Approach Towards Equity Market”

Ritesh Hasmukhlal Amarsela

Management 189-193

64 A Study on the Role of Securities Exchange Board of India (SEBI) Towards Insider Trading Practices in Indian Capital Market

V. Arockia Jerold Management 194-197

65 Profitability Of Commercial Banks With Special Reference To Indian Overseas Bank

Ms. R. Gokilavani,Dr. R. Ganapathi

Management 198-200

66 Brand Preference For Mineral Water With Reference To Pollachi

Dr. R. Ganapathi,G. Murali Manokari

Management 201-205

67 “ISO 9000 - Impact of Quality Systems on Business Performance”

Manisha Paliwal Management 206-207

68 Perceived Satisfaction of Mobile Prepaid Users and demographic factors

Dr. J. M. Badiyani Management 208-209

69 STUDY ON NPAs IN SBI WITH REFERENCE TO COIMBATORE

Ms. R. Gokilavani,Dr. R. Ganapathi

Management 210-213

70 Consumer Protection – Issues and Impediments In Rural Areas

Mrs. K. Revathi,Dr. R. Ganapathi

Management 214-216

71 Service Quality and Customer Satisfaction in Telecommunication Companies

Mr. Akshay Arora,Ms. Sujitha R

Management 217-219

72 To Study The Organizational Stress It’s Causes, Effects And Remedies of Private Banks At Bhavnagar Region

Mr. Vimal P. Jagad,Mr Mukesh .C Ajmera

Management 220-222

73 Case Study on Utilisation of ATM - With Reference To Erode Town

R. Gokilavani,Dr. R. Ganapathi

Management 223-226

74 Case Study Method – An Ideal Tool of Learning Mr. T. Kalimuthu,Dr. R. Ganapathi

Management 227-229

75 Ethics & Marketing: A Deep Connection Ashish Nathwani Marketing 230-232

76 The Emerging Role of HR in India Axaybharti N Goswami Marketing 233-234

77 Marketing Of Diamond Jewellery In Coimbatore – An Opinion Survey

Dr. R. Ganapathi, G. Murali Manokari

Marketing 235-237

78 A Study On Customer Satisfaction Towards Cable TV Services With Special Reference To Thirumangalam, Madurai District

K. Navarathinam,S. Anbu selvi

Marketing 238-240

79 Changing Consumer Behavior towards IPL Nirav R. Vyas,Dr. Vijay Vyas

Marketing 241-242

80 Q-Level Subnearring Of Q-Intuitionistic L-Fuzzy Subnearrings

M.M.Shanmugapriya, K.Arjunan

Mathematics 243-246

81 Effect of Selected Yogic, Aerobic Exercises and Combined Yogic and Aerobic Practices on Resting Pulse Rate

Dr. Shivarama Reddy. M , Dr. Manjappa. P

Physical Education

247-250

82 Analysis of Long Jump Performance T.Christopher Nallarasu Dr.V.Mahadevan

Physical Education

251-252

83 Panchayats and Women Self Help Groups: (A Study With Special Reference to Gulbarga District of Karnataka)

Dr. Pralhad Chengte Political Science

253-254

84 The Frustration among T.B.Patients-A Psychological study Dr.Kishor N. Mehta Psychology 255-256

85 Voice Activation Detection Algorithm for Estimating the Noise From Human Speech Signal

Kanu Patel,Sameena Zafar

Science 257-269

86 An Analysis of Changing Socio-Cultural Practices Among The Lambadas Of Andhra Pradesh

Dr. M. Sreedevi Xavier Sociology 260-262

87 Sociology of Art: A Theoretical Exploration Dr. Poonam Gandhi-Moirangthem

Sociology 263-265

88 Dalit Nari : Sthan, Paristithi avam Samsya Dr. H.L. Chavda Sociology 266-269

89 Ansuchit jatiyan me lagan sansthan bhal achal - jilla ahmedabad gujarat rajya ke vanshis sandarbhme

Dr. H.L. Chavda Sociology 270-272

90 Techniques of Steganography and Steganalysis Bhavsar Jaimin H, Imran Khan

Technology 273-276

91 Contributions of Tourism – An Analysis Dr. Bheemanagouda Tourism 277-278

Volume : 1 | Issue : 4 | April 2012 ISSN - 2250-1991

PARIPEX - INDIAN JOURNAL OF RESEARCH X 157

Research Paper

* Student, College of Home Science, G.B.P.U.A& T. Pantnagar, Uttarakhand

** Associate Professor, College of Home Science, G.B.P.U.A& T. Pantnagar, Uttarakhand

Keywords : Communication, Electronic media, Consumers

Home Science

Impact of Electronic Communication Media on Consumers

* Sandhya Rani ** Dr. Chhaya Shukla

Consumer opined that the influence of electronic media on their consumption pattern with respect to four different aspects namely food items, clothing, medicines, and accessories may be because of more use of television, radio, internet and mobile. Consumers use these media for the information, quick contact, entertainment, shopping and for the exposure. Hence electronic media has become more entertaining, knowledgeable, reliable and informative for the consumers. Today electronic media is a powerful source for an individual, no matter which status he belongs. This may be the desire of compressing what all is shown in media. Therefore, now-a-days consumer decision making is been heavily influenced by the electronic media.

ABSTRACT

INTRODUCTIONRapid technological advance during past few years have changed the pace of goods and services industry. Economic integration within and across the countries, distribution, ad-vance in telecommunication and the growth of the internet and wireless communication technologies are dramatically changing the structure and nature of consumer markets. In the last century, a revolution in telecommunications has greatly altered communication by providing new media for long distance communication. Modern communication me-dia now allow for intense long-distance exchanges between larger numbers of people (many-to-many communication via e-mail, Internet forums, and teleportation). On the other hand, many traditional broadcast media and mass media favour one-to-many communication (television, cinema, ra-dio, newspaper, magazines, and also facebook).

Communication has opened a new way in transfer of knowl-edge. The real role of communication technology is to com-municate and facilitate acceptance of innovation thus assist-ing in the mobilization of people through the transformation of attitudes and values. Communication technology has widespread physical, structural and cultural implications for a given society. Amongst the various communication media, the mass media like internet, radio, television etc. play an impor-tant role in creating awareness, in national development etc. Radio and television is the most easiest and important me-dium of mass media. The message given by this can be easily and quickly understood by all the type of people (Mashelkar, 2004). Communication technologies prove that with proper support and encouragement we can bring about a directional change that can eventually benefit the humanity at large.

Electronic media particularly, television and radio, have be-come a significant social phenomena in every developed and developing society. They play a vital role in influencing the attitudes and behaviours of the consumers. In the age of ex-plosion, the media of mass communication have becomes far more important than ever before. It is through the radio, televi-sion, internet and mobile, that almost every piece of crucially needed information is disseminated in society.

Media technology has made communication increasingly easier as time has passed throughout history. The internet is arguably one of the most effective tools in media for com-

munication. Tools such as e-mail, Skype, Facebook etc., have brought people closer together and created new online communities. In a large consumer-driven society, electronic media (such as television) and print media (such as news-papers) are important for distributing advertisement media. More technologically advanced societies have access to goods and services through newer media than less techno-logically advanced societies.

Today, students are encouraged to use media tools in school or college and are expected to have a general understanding of the various technologies available. The probable reason may be that the younger age group in today’s world is most exposed to media; they are also immediate reactors and as television is a media which provides visuals along with the audio facility and has greater impact on minds of youngster as they strongly believe in what they see. As the media (medium) for the masses it helps them get information about a lot of things and also to form opinions and make judgment regard-ing so many issues. It is the media which keeps the people updated and informed about what’s happening around them and the world. Everyone can draw something from it. Keeping this in view the present study was fabricated with the follow-ing objectives:

Ø To find out the media use behavior of the post graduate students of G.B.Pant University of Agriculture & Technol-ogy, Pantnagar.

Ø To identify the perception of the respondents in terms of advantages and limitation regarding media use.

METHODOLOGYThis study is mainly in descriptive in nature. This study was conducted on the female students of two colleges of G. B. Pant University of Agriculture & Technology, Pantnagar pur-suing post graduation. Data for this study was gathered by primary data collection through survey. Total 60 students were taken as sample through random sampling method. The data was gathered through pre coded structured questionnaire. Analyze data was presented in terms of frequencies, percent-ages and charts.

FINDINGS AND DISCUSSIONThe purpose of the present study was to find out the im-

Volume : 1 | Issue : 4 | April 2012 ISSN - 2250-1991

158 X PARIPEX - INDIAN JOURNAL OF RESEARCH

pact analysis of electronic communication technology on consumers. The findings of the study were presented in following sections:1. The background information of the respondents.2. Media use behavior of the respondents.3. Perception of the respondents in terms of advantages

and limitations regarding media use.Background information All the respondents were the female students of G. B. Pant University of Agriculture & Technology pursuing post gradu-ation.

Table-1: Frequency & percentage of the respondent accord-ing to their background information

Background Information No. of Respondents Percentage

Income group

1. Rs.5,000/-to Rs.10,000/- 13 18.662.Rs.10,000/-to Rs.15,000/- 27 45.003.Rs.15,000/-& above 22 36.66

Family type

1.Nuclear family 41 68.662.Joint family 19 31.66

Family size

1.2 to 4 members 26 43.332.4 to 8 members 15 25.003.8 members & above 19 31.66

The table shows that almost half of the respondents (45%) were having the total monthly income more than Rs.10, 000- Rs 15,000, with nearly 37% of respondents having above Rs. 15,000. It is further revealed that most of the respondents (68%) belonged to the nuclear family. As far as family size is concerned, almost half of the respondents were having total family members in between 2 to 4.

Media Use Behavior of the RespondentsChart-1: Use of electronic media and frequency of using it

The above chart-1 shows how much time spend the respond-ents for using the elctronic media such as television, radio, internet & mobile. All the respondents were using television, internet & mobile. Only 32% of respondents were using the radio. 40% of the respondents spend maximum time in view-ing television is 1-3 hours per day. It is further revealed that only 25% of the respondents spend maximum time in listen-ing the radio is less than 1 hour per day. As far as internet & mobile are concerned nearly 42% of the respondents spend 1-3 hours per day on internet and 3-5 hours per day on mobile.

Chart-2: Purpose of using electronic media:

The above chart-2 shows why respondents use the electronic media. The uses of various types of electronic media were reported as information, quick contact, entertainment, shop-ping and exposure. All the respondents were say that they use television for getting information, for entertainment & for getting exposure to the world. Nearly 59% of the respondents use internet to get the information followed by 41% for enter-tainment. Further it is revealed that all the respondents were use mobile to make quick contact with others. Only 31% of the respondents were use radio for getting information & for entertainment.

Chart-3: Use of electronic media for the specific product cat-egory

From the chart-3, we can understand the respondents’ pref-erence of purchasing different products by using electronic media. Three-fourth (75%) of the respondents was use televi-sion to buy the food items & accessories. Almost half of the respondents were use internet to buy the accessories items and use mobile to make the quick contacts with the others. It is revealed that only 18% of the respondents were use radio to get the information about medicinal products.

Perception of respondents in terms of advantages and limita-tions regarding media use:

Chart-4(a): Advantages of electronic media

The chart-4(a) shows that almost all of the respondents say that television is more entertaining, reliable & informative for them. Nearly 32% of the respondents say that radio is en-tertaining as well as reliable. All the respondents say that in-ternet is more knowledgeable for them followed by 91% say more entertaining. All of the respondents say that mobile is more entertaining & reliable for them.

Chart-4(b): Limitations with electronic media

Chart-4(b) shows that almost all of the respondents (92%) say that absence of the electricity is the main limitation with the television. Three-fourth (75%) of the respondents says that connection error & absence of the electricity are the limi-tation with internet. About 80% of the respondents say that connection is the big problem with the mobile.

CONCLUSIONOn the bases of the findings of the study it can be concluded that consumers were greatly influenced by electronic media. Consumer opined that the influence of electronic media on

Volume : 1 | Issue : 4 | April 2012 ISSN - 2250-1991

PARIPEX - INDIAN JOURNAL OF RESEARCH X 159

their consumption pattern with respect to four different as-pects namely food items, clothing, medicines, and accesso-ries may be because of more use of television, radio, internet and mobile. Consumers use these media for the information, quick contact, entertainment, shopping and for the expo-sure. Hence electronic media has become more entertaining, knowledgeable, reliable and informative for the consumers. Therefore it can be say that consumer decision making is been heavily influenced by the electronic media.

REFERENCES

Mashelkar, (2004). Impact of electronic media on consumer market. Journal of communication studies. Vol. 27(2), pp.21-31.

Volume : 1 | Issue : 4 | April 2012 ISSN - 2250-1991

PARIPEX - INDIAN JOURNAL OF RESEARCH X 279