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.
1
2. Mental health – An Ayurvedic perspective By Dr. V. Rajendra – Prof & Head, Department of Medicine (Kayachikitsa) , Govt. Ayurveda Medical College, Mysuru, Karnataka. India. 570001.
9
3. Emerging Issues in Business and Economics in India By D. Krupavathi – Research Scholar, Dept. of Commerce, S. V. University, Tirupati, Andhra Pradesh, India.
12
4. Innovation in Indian CSR-a Conceptual Model By Nagaraj M S1 & Shalini G2 – 1,2Asst. Professor, Department of Commerce, SSMRV College, Jayanagar, Bangalore.
16
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.
20
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.
24
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.
29
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.
32
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.
39
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;
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 2
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,
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 3
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
SNS.
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
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 4
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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Proceedings of 3rd
International Conference on Science and Technology Connecting
Health, Management and Society.
Imperial Journal of Interdisciplinary Research (IJIR) Page 5
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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).
Usage
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,
2010)
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,
2010)
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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Vol-2, Issue-14, 2016 (Special Issue)
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Proceedings of 3rd
International Conference on Science and Technology Connecting
Health, Management and Society.
Imperial Journal of Interdisciplinary Research (IJIR) Page 6
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
0%
20%
40%
60%
80%
100%
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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Proceedings of 3rd
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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
0%
50%
100%
150%
200%
250%
Pe
rce
nta
ge
Student Categories
SNS USAGE
>3 hrs
2-3 hrs
1-2 hrs
31-60 min
10-30 min
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ma
le
Fe
ma
le
Hig
h I
n
Mid
In
Low
In
Hig
h G
PA
Av
g.G
PA
Art
s
Sci
Co
m
Hin
Mu
s
Ch
ri
Ots
SC
s
ST
s
OB
Cs
Ge
n
Pe
rce
nta
ge
Student Categories
SNS FRIENDS
>200
151 to 200
101 to 150
51 to 100
10 to 50
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Proceedings of 3rd
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Health, Management and Society.
Imperial Journal of Interdisciplinary Research (IJIR) Page 8
Figure 4 SNS Purpose among Student Categories
0%
20%
40%
60%
80%
100%
120%
Ma
le
Fe
ma
le
Hig
h I
n
Mid
In
Low
In
Hig
h G
PA
Avg
. G
PA
Art
s
Sci
Co
m
Hin
Mu
s
Ch
ri
Ots
SC
s
ST
s
OB
Cs
Ge
n
Pe
rce
nta
ge
Student Categories
SNS PURPOSE
values
self-expression
Goal achievement
info-communication
Belonging
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Proceedings of 3rd
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Health, Management and Society.
Imperial Journal of Interdisciplinary Research (IJIR) Page 9
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
. An
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
. The
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
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Vishwa Bharathi, Varanasi, India ,
Shareera sthana 4th
chapter, Shloka no. 88-
98.
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
3rd
-5th
century ce., transl. Gerard J. Larson,
Classical Samkhya, pp. 259-60, Motilal
Banarasidas, Delhi, 2nd
Ed. 1979.
8. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 11th
Chapter, Shloka No.
54 / Vimanasthana 8th
Chapter, Shloka no.
87.
9. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 8th
Chapter Shloka No. 21.
10. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Shareerasthana 1st Chapter, Shloka No.
98, 102.
11. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 7th
Chapter, Shloka No. 51-
52
12. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 1st Chapter, Shloka No 55.
13. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 1st Chapter, Shloka No. 58.
14. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 11th
Chapter, Shloka No.
54
15. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 11th
Chapter, Shloka No.
54.
16. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 1st Chapter, Shloka No. 58.
17. Charaka Samhita- Charaka Chandrika,
Agnivesha , Hindi Commentary by Dr.
Brahmanand Tripathi, Chaumkambha
Subharati Prakashan, Varanasi, India (Vol
I), Sutrasthana 11th
Chapter, Shloka No.
46
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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
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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
7,50%
10,10% 12,60%
15,10%
18%
27%
34,80%
2010 2011 2012 2013 2014 2015 2016
Penetration (% of Pop)
Penetration (% of Pop)
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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
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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
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Innovation in Indian CSR-a Conceptual Model
Nagaraj M S1 & Shalini G
2
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
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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
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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.
Imperial Journal of Interdisciplinary Research (IJIR)
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Proceedings of 3rd
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Health, Management and Society.
Imperial Journal of Interdisciplinary Research (IJIR) Page 19
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
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Proceedings of 3rd
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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
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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
life.
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
Imperial Journal of Interdisciplinary Research (IJIR)
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Proceedings of 3rd
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Imperial Journal of Interdisciplinary Research (IJIR) Page 22
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
1998.
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
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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,
Kannada University, Hampi 2005.
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
2000
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,
Kannada University, Hampi 2016.
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
Vols.
25. Singh K.S : The Scheduled castes, Delhi:
Oxfored University press, 1993, Pople of
India National Series, vol.2.
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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
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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
life
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
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Proceedings of 3rd
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Imperial Journal of Interdisciplinary Research (IJIR) Page 26
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
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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.
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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.
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Proceedings of 3rd
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Information and Technology:
A Contemporary Paradigm of Learning
Madhavi Kamasamodram1 & Dr.Gugulothu Sridevi
2
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".
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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
data
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.
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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.
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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
2
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
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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]
. As
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]
.The
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-
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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
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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
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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
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Vol-2, Issue-14, 2016 (Special Issue)
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Proceedings of 3rd
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Health, Management and Society.
Imperial Journal of Interdisciplinary Research (IJIR) Page 37
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
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[II] Araujo, R., Taher, Y., Heuvel3, W.-J. v. d. &
Cappelli1, C., 2013. Evolving Government-Citizen
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[III] Al-Shafi, S. & Weerakkody, V., 2009.
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Proceedings of 3rd
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Health, Management and Society.
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[XII] Kumar, V., Mukerji, B., Butt, I., & Persaud,
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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 39
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
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 40
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
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 41
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.