Pacific University Journal of Social Sciences · Dr. Ashish Adholiya Assistant Professor of IT and...

Pacific University JournalPacific University JournalPacific University Journalofofof

Social SciencesSocial SciencesSocial SciencesVol. 2 Issue 2 25 May, 2018 Udaipur

ISSN No. : 2456-7477 (Print)

A Comprehensive Study of Cyber Crimes in IndiaDr. Meenu Kumar

Customers' Perception Towards Promotional Strategies of Insurance CompaniesDr. Ashish AdholiyaShilpa Adholiya

Ethics and Social Responsibility: Social And Religious Philosophy of DayanandaProf. (Dr.) Velpula Indira Devi

A Study on Identifying the Factors having Influence on Customers' Demand for the Facilities Provided by the Medium Segment Car Companies in AhmedabadDr. Maulik DesaiDr. Shamina Ansari

Overall Satisfaction of Women towards Cutting and Tailoring Trainings Organized by Krishi Vigyan KendraKiran BalaJyoti Rani

The standard format of Contract: A bane in the times of GlobalizationDr. Manish ShrimaliNeelima AroraDr. Rahul Vyas

Bandhej and Contemporary Artisanal Livelihoods: A Gendered PerspectiveKritika SinghDr. Swati Banerjee

Social Marketing for Better Living : A Study of Navi MumbaiDr. Pallavi MehtaJohn Joseph

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Shri B.R. AgrawalPatron & Founder Chairman

PAHER University

Prof. Bhagwati Prakash SharmaPresident

PAHER University

Dr. Saurabh TyagiAsst. Professor of Geography

Pacific College of Social Sciences and HumanitiesPAHER University

Prof. Y.C. DesaiProfessor of Public Administartion

School of Public AdministrationUniversity of New Mexico, USA

Circulation ManagerDr. Asha Galundia

The views expressed in the articles/papers in Pacific University Journal of Social Sciences are those of the authors only

Prof. R.P. JoshiFormer Dean, Social Sciences

MDS University, AjmerFormer Emeritus Fellow

Central University of Rajasthan

Shri Ashish AgrawalFinance Secretary

PAHER University

Shri Rahul AgrawalSecretary

PAHER University

Dr. Bhawna DethaDean, Social Sciences & Humanities

PAHER University

Dr. Neelima AryaAsst. Prof. of Sociology


Prof. Ashwani MahajanProfessor of Economics

DAV College, New Delhi

ContactDr. Ashish Adholiya

Assistant Professor of IT and MarketingPacific Institute of Management

PAHER University, [email protected]

LayoutSanjay Sankhla

Praveen Choubisa

Dr. Ashish AdholiyaAssistant Professor of IT and Marketing

Pacific Institute of ManagementPAHER University, Udaipur

Dr. Mahima BirlaProvost

PAHER University

Dr. Meenakshi PanchalAsst. Prof. of Economics


Prof. Z. N. PatilFormer Professor of English (Linguistics)

The English and Foreign Languages UniversityHyderabad (Telangana)

Prof. S.C. RajoraFormer Professor of Sociology

& Director (Research)University of Kota

Patrons

Chairman, Editorial Board

Consulting Editor

Editor-in-Chief

Managing Editor

Group Editor

Consulting Editor

Editorial Board Members

Editorial Advisory Board

Editorial Associates

Dr. Manoj DadheechAsst. Prof. of History


Dr. Subhash SharmaAssociate Prof. of EnglishFaculty of Management

PAHER University

Printed and Published by :Dr. Mahima Birla (Indian)on behalf of Pacific Academy ofHigher Education and Research UniversityPacific Hills, Pratapnagar Extn. Airport Road, Udaipur (Rajasthan) 313001

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Prof. M.P. DubeVice-Chancellor

UP Rajarshi Tandon Open University, Allahabad

Dr. Rudolph ReyserChair at World Centre of Indigenous Studies

Washington, USA

Prof. Yogesh AtalFormer Professor of SociologyPresently, Professor Emeritus

M.P. Institute of Social Science, Ujjain

Pacific University Journal of Social Sciences 25 May, 2018, Udaipur

Pacific University Journal of Social Sciences

A Peer-Reviewed Biannual Publication of

Pacific Academy of Higher Education and Research University (PAHERU), Udaipur

Pacific University Journal of Social Sciences 25 May, 2018, UdaipurVol. 2, Issue 2

I would like to welcome you to the second issue of Journal of social science and

humanities a broad scope journal which bridges the gap between the various

subjects ranging from management to law to history, geography and

psychology. As we know there are number of journals which may cover the

above specified areas, but this journal is unique in that it encourages authors to

submit their research papers addressing the scientific aspects together with

practical aspects also.

Today we stand on the threshold of technological revolution which has

changed the way we work the way we socialise, the way we relate to one

another in professional and personal lives. This journal is our way of keeping

pace with today’s globalisation and technological changes in education which

ultimately will effect all aspects of our life, keeping this goal in mind we have

excepted research papers from broad spectrum of subjects. I am amazed by the

sheer number of articles that keep on coming for the journal, which shows the

creative energy and research enthusiasm of the contributors.

I would like to take this opportunity to thank the editorial board members for

their dedication and commitment to the standards for which the journal

aspires. Finally I thank all the authors reviewers and readers for their quality

work, suggestions and support for making this journal a success.

Editorial

Dr. Bhawna DethaDean, Faculty of Social Sciences & Humanities

PAHER University

Keywords: Internet, Cyber crime, IT Act, IPC Act, SLL

1

Abstract

Internet has shrunk the world as a global village and shattered the

cultural and lingual boundaries which are the biggest advantage of it.

Internet has brought tremendous changes in every sphere of life and

provided human beings facilities which were not even imagined earlier.

But like every coin has two sides, internet also has brought many bad

consequences which are outweighing its benefits. Cyber crimes are also

one of the crimes which uses internet and computer to commit crimes. It

has been found that cyber crimes are increasing at an alarming rate, This

study focuses on the growth of internet users in world as well as in India

and consequently growth in cyber crimes. It also examines the age group

and gender of persons committing crimes over the platform of internet

and the major motives behind the cyber crimes. Secondary data has been

used for carrying out the study.

A Comprehensive Study of

Cyber Crimes in India

Dr. Meenu Kumar

Visiting Faculty

Devi Ahilya University, Indore

Pacific University Journal of Social Sciences 25 May, 2018, UdaipurVol. 2, Issue 2

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Pacific University Journal of Social Sciences Vol. 2, Issue 2 25 May, 2018, Udaipur

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On analyzing the Penetration of internet in

major Asian countries, it has been found that

Japan has maximum penetration of internet

amounting 94% followed by S Korea having

penetration 92.7%.

Figure 1 : Internet users in the world by

region June 30, 2017

Source : Internet World statsStats www.internetworldstats.com/stats.htm

Table 1 : Penetration of Internet in

Major Asian Countries

Penetration % of

internet users to

population

1. Bangladesh 44.5%

2. China 53.2%

3. India 34.4%

4. Japan 94.0%

5. S. Korea 92.7%

6. Pakistan 22.7%

7. Singapore 81.2%

8. Sri Lanka 32.1%

Source : Internet World Stats

www.internetworldstats.com/stats.htm

Singapore has penetration of internet 81.2% and

China, Bangladesh, India and Sri Lanka

penetration rate is 53.2%, 44.5%, 34.4% and 32.1%

respectively. India also has witnessed a

significant growth in internet users in India which

has been depicted in Table 2 and Fig 2 .


CountryS.No.

Asia

Europe

Latin America

Africa

N America

Middle East

17%

11%

10%

8%3% 1%

50%

5

Year No of Internet Penetration users ( in crore)

2005 2.73 2.4%

2006 3.26 2.8%

2007 4.66 4%

2008 5.24 4.4%

2009 6.22 5.1%

2010 9.23 7.5%

2011 12.56 10.1%

2012 15.89 12.6%

2013 19.32 15.1%

2014 23.32 18%

2015 35.41 27%

2016 46.21 34.8%

On examining the table 2 it has been found that

the growth in internet users is very fast since

2012 when it was 15.89 crore users with 12.6%

penetration and it reaches 35.41 crore users with

penetration of 27% in 2015 and 46.21 crore with

34.8% penetration in 2016. The same has been

presented in Fig 2.

No of Cyber Crimes In India Since

Last 10 Years

Table 3 shows the increase in incidence of cyber

crimes in India. The Table reveals that though in the

begging more crimes occurred and registered


Source : Internet world stats

Figure 2 : No. of Internet Users in India

Source : Internet world stats

Source: National Crimes Records Bureau

Year Crimes Crimes Total

under under No of

IT Act IPC Act crimes

2005 179 302 481

2006 142 311 453

2007 217 339 556

2008 288 176 464

2009 420 276 698

2010 966 356 1322

2011 1791 422 2213

2012 2876 601 3477

2013 4356 1317 5693

2014 7201 2272 9622

2015 8045 3422 11476

Table 3 : Growth in CyberCrimes in India

The table also shows that there was drastic

increase in the It act crime since 2012 which

increased to 2876 from 1791 crime of previous

year and it reached to 4356, 7201 and 8045 crimes

in 2013, 2014 and 2015 respectively. Fig 3 also

shows the increase in cyber crimes in India.

Figure 3 : Cyber Crimes Cases Registered

Under IT Act and IPC Act

under IPC Act but since 2008 the no of crimes under

IT act surpassed crimes under IPC Act.

Table 2 : Growth in Internet Users and

Internet Penetration Rate in India

Source: National Crimes Records Bureau

12.5615.89

19.32

23.32

35.41

46.21

9.236.22

5.24

4.663.262.73

50

45

40

35

30

25

20

15

10

5

0

No

. of

inte

rnet

use

rs i

n c

rore

No. inCrore

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

966

1791

2876

4356

7201

8045

420

288

217

142

179

2015

2014

2013

2012

2011

2010

2009

2008

2007

2006

2005302

311

339

176

276

422

356

601

1317

2272

0 1000 2000 3000 4000 5000 6000 7000 8000 9000

IPC

IT

6

Table 4 : Cyber Crimes according to Age and Gender

ACT Below 30 year 18-30 years 31-45 years 45-60 years Above 60 years

Male Female Male Female Male Female Male Female Male Female

IT Act 95 3 3089 99 1546 27 191 5 47 0 Total 98 3188 1573 196 47 IPC ACT 51 1 1565 18 1023 12 191 4 2 0 Total 56 1583 1035 195 2 SLL 2 0 43 0 93 2 11 0 1 0 Total 2 43 95 11 1

The table reveals that most of the cyber crimes

committed under IT Act and also under IPC

Acts were of the age group 18 to 30 years and the

no of cyber crimes were 3188 and 1583

respectively. It was followed by 1573 IT Act

cyber crimes and 1035 IPC cyber crimes

committed by age group 31 to 45 years' persons.

The cyber crimes of juvenile - under 18 years

were only 98 under IT Act and 56under IPC Act.

Among 45 to 60 years age group and more than

60 years were the crimes reported under IT Act

were 196 and 47 and under IPC Act 11 and 1

respectively.

Cyber Crimes According To Gender

The Table 3 clearly indicates that most of the

cyber crimes are committed by male under

every age group and under each type of crimes.

On examining juvenile group it reveals that

males accounted for 95 and 51 crimes were

committed by male and 3 and 1 crimes were


Source : National Crimes Records

Table 5 : Cyber Crimes Motive Wise

S. No. Motive No of crimes

1 Personal Revenge / 304 Scores Settling

2 Emotional Outburst 223 Like Anger

Cyber Crimes Committed According

To Age and Gender

Table 4 reveals cyber crimes committed by age

and gender during 2014 and 2015.

committed by females under IT Act and IPC

respectively. Similarly under age group 18-30

years 3089 IT crimes and 1565 IPC crimes were

reported against male and 99 IT and 18 IPC

crimes against females. In age group 31 to 45

years, 45 to 60 years and above 60 years the no of

crimes committed by males under IT Act were

1546, 191 and 47 while crimes under IPC Act

were 1023, 191 and 2 crimes were reported.

When we look for females their no are 27, 5 and 0

crimes under IT Act while 12, 4 and 0 IPC crimes

were reported in age group 31-45, 46-60 and

above 60 years respectively.

Cyber Crimes According To Motives

On examining the Table No 5, it is inferred that

maximum cyber crimes were committed for

financial gain followed by fraud/ illegal gain the

no of which are 3855 and 1119 respectively.

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606 crimes fall under category of insult to

modesty and 588 under sexual exploitation

category. Scores Settling, Emotional Outburst like

anger, extortion, causing disrepute and pranks

have 304, 223,295 and 284 crimes respectively.

Politics were also find to be the motives of cyber

crimes and its no is 47. Similarly for personal

business gain 170 crimes were committed and

sale purchase of illegal articles 170 crimes were

reported. Crimes against community and

against country were 205 and 12 respectively.

Finding And Discussion

1. It has been found the internet penetration is

increasing very fast in India which has

reached 34.7 in 2016 as compared to 27% in

2015. It simply shows that more population

are accessing to internet decreasing the

digital divide.

2. But simultaneously the number of cyber

crimes is also increasing from 9622 to 11476

crimes.

3. Most of the cyber crimes in India are being

carried out by 31 to 45 years old persons

followed by 45 to 60 year old persons.

4. In All crimes, male committed more crimes

than females.

5. The main motive of cyber crimes has been

reported to be financial gain followed by

modesty to women and her sexual

exploitation.

References

Chandra N (2013), “Social Networking sites a

concern for Parents” India Today, April

(2013).

Clarke, Richard (2010), “Cyber War: The Next

Threat to National Security and What to Do

About It”. Harper Collins Publisher, USA.

Geese, G, “The State of the Law on Cyber

jurisdiction and Cybercrime on the

Internet”. California Pacific School of Law.

Gonzaga Journal of International Law.

Volume 1. 1997- 1998.

Grabosky, Peter (2007). "The Internet, Technology,

and Organized Crime”. Asian Journal of.

Criminology 2(2), 2007, pp. 145-161.

I g u n S t e l l a E . h t t p : / / w w w . i g i -

global.com/chapter/cyber-crime-control

developing-Countries/28543 ISBN 978-1-

59904-905-2 (e-book).

Krone, T., “High Tech Crime Brief”. Australian

Institute of Criminology. Canberra,

Australia. Zeviar.


Source : National Crimes Records

3 Financial Gain 3855

4 Extortion 295

5 Causing Disrepute 387

6 Prank 284

7 Fraud 1119

8 Insult To Modesty 606

of Women

9 Sexual Exploitation 588

10 Political Motives 47

11 Inciting Hate/ Crime 205

Against Community

12 Inciting Hate/Rime 12

Against Country

13 Disrupt Public Service 33

14 Sale/ Purchase of 14

Illegal Articles

15 For Business Interest 170

8

Mc Cusker, R. (2006)), “Transnational organized

cyber crime: distinguishing threat from

reality”. Crime, Law and Social Change,

46(4), 257-273.

Odumesi John Olayemi (2014), “A socio-

technological analysis of cyber crime and

cyber security in Nigeria”, International

Journal of Sociology and Anthropology IJSA

” , Vol. 6(3),pp.116-125, March, 2014.

Subhang Chauan (2017),“27,482 Cases of

Cybercrimes Reported in 2017, One Attack

in India Every 10 Minutes”, India July 22,

2017.

Sidharth Sekhar(2016), “ Cyber Crime and the

Children in Digit Age”, PC Quest, April

2016.

Venktesh Subramanium (2015), “Cyber crime

Survey Report, 2015”, KPMG Nov, 2015.

Williams, Phil (2001). “Organized Crime and

Cybercrime: Synergies, Trends, and

Responses” Arresting Transnational Crime.

An Electronic Journal of the U.S.

Department of State 6(2), 2001.

Yar, Majid (2006), “Cyber Crime and Society”,

Sage Publications, London.


Keywords : Customer Perception, Promotion, Promotional Mix,

Insurance, Public and Private Sector, Effectiveness

9

Abstract

Promotional activities are very important ingredients of marketing mix

practices and approaches followed by a company to market its product

and services. Promotion is set of activities through which vendor

influences and persuade the buying behavior of the prospective

purchasers of their products and services and ultimately push them to

buy and avail them. Promotional activity as a tool of marketing is

commonly used by almost all organizations to establish their product or

their brand in the market for longer sustainability and to draw the

benefits of a brand. Applications of promotional tools by the insurance

companies are rapidly increasing because of the intense competition and

to establish the product and services offered by the companies in the

market. The present research work focuses on the studying the

promotional tools and practices in use by the insurance companies and

their impact on the buying behavior of urban customers of the Udaipur

district of Rajasthan. The primary objective of the present research work is

to assess the customer perception for the promotional and advertising

strategies and practices used by the Insurance companies to persuade

them, and for this a close ended questionnaire was presented to the

respondent customers. From the targeted sample population of the urban

area of Udaipur district, 272 duly filled questionnaires were encoded for

the further analysis to derive the results through statistical analysis. To

make comparative analysis of customer perception towards the

promotional strategies used by insurance companies, mean and standard

deviation and chi-square test has been used. The study revealed that

level of awareness and exposition for the promotional tool of insurance is

very high among the urban customers of Udaipur, but for most of the

promotional tools and practices customers' opinion showed

indifferences, and for the effectiveness of promotional tools and practices

customers' opinion were significantly different.

Dr. Ashish AdholiyaAsst. Professor

Pacific Institute of Management, Pacific University, Udaipur

Shilpa Adholiya(PGT, Commerce) Sr. Lecturer

Central Academy School, Sardarpura, Udaipur


Customers' Perception Towards

Promotional Strategies of Insurance

Companies(A Study on Urban Customers of Udaipur District, Rajasthan)

10

Introduction

Advertising, promotional activities and

practices are quite common to all industries

either service sector or manufacturing industry,

these activities are intended to communicate

their products and services related information

with customers including with the company

idea and vision. “Promotional Mix” is a blend of

several activities such as advertising, personal

selling, online selling, sales promotion, online

and physical media advertisements, public

relationship, viral and direct mail marketing,

and etc., but overall all the activities and

practices are associated with establishment of

communication link between the company and

the customer or the market, and the promotional

mix offers the channel for this. This channel of

communication helps to build the image and

positive image about the product or service and

company in the mind of customers.

Some industries very influentially depend on

promotion mix to sell their products and

services such as insurance and banking as these

both industries are one of the fastest growing

industries in India. In insurance sector,

companies have to promote their offers to the

customers with comparative benefits details to

the existing products of the market, and how

they can be beneficial for them, and for this

several media or platforms are used by the

companies to market their product. In insurance

sector companies has to promote their offerings

to the customer in comparison with the existing

products of the market, and they can be

beneficial for them, and for this several media or

platforms are used by the companies to

communicate or to market their product to

companies. Some of the most commonly used

promotion strategies in India are television

marketing, internet marketing, newspaper

advertisement, and other print media tools, viral

marketing, SMS marketing etc. To capture

particular market segment insurance companies

d e l i v e r c l a s s a n d s e g m e n t s p e c i f i c

advertisements and products, and it is very

crucial to assess the extent of impact of

promotional strategies used by insurance

companies to persuade customers and their

perception for advertisements thrown by the

insurance companies through several media

platforms. This research work will help to draw

platform specific promotional mix for the urban

customer which may persuade them more

positively, as the study will reveal urban

customers' opinion for promotional strategies

adopted by insurance companies.

So, this research work will assess the opinion of

urban customers' of Udaipur district of

Rajasthan for the promotional strategies

adopted by the insurance companies.

Literature Review

Murali (2017) studied the marketing strategies

used by life insurance companies in the rural

area to persuade the customers of the study area.

The study revealed that in present scenario

private life insurance companies has started to

pull up the market share from LIC and it evident

from the annual reports submitted by IRDA.

But, now in the current scenario Insurance

Industry is focused to market the product

through various distribution channels such as

Agents, Bancassurance, Internet, and comes up

with new ideas and initiatives of promotion. So,

in the present era to hold up the current market

share, market research should be done before

introducing new product, appointing the local

agents where customers can trust them. The

study also suggested that creating awareness

about insurance, as not only a risk covering

practice but it is also the investment plan, call

centre facilities in local language and well

established infrastructure facilities should be

executed to improve the customer base.

Ahmad and Rehman (2016) concluded in their

research work that the insurance sector is a


11

progressive service sector in the present

competitive market and requires new strategies

and practices to survive successfully. The

insurance industry should move ahead with

tailor-made products for their customers, which

can satisfy their needs either financial or

medical. It was also suggested that companies

should focus on targeting new segments and

implement innovative strategies to achieve

sustained growth and ensure the profitability of

the business as well as the growth of insurance

coverage. The life insurers should conduct more

extensive market research before introducing

new insurance products targeting specific

segments of the population, so that insurance

can become more meaningful and affordable to

all the common people.

Arumugam, Iyappan (2016), concluded that the

promotional strategies of Insurance products

are very simple and straightforward. Its main

aim is to inform the consumers about its various

products or services and about its brand. In

order to fulfill this, it has taken steps like

personal selling, exhibitions, demonstrations at

events, advertising and new schemes. Bags,

diaries calendars are distributed as gifts and

incentives to the policyholders. Advertisements

are shown on televisions, newspapers,

billboards as promotional activities.

Research Methodology

Research Gap Identified

Good numbers of researches have been

conducted on Insurance industry but very few

researches were done on 'assessing the

customers' perception for promotional

strategies used by insurance companies or

sector' and especially with reference to urban

customers' of Udaipur city no research was done

of the aforementioned topic. The present

research work will help to fill this gap by getting

an insight into the minds of urban population

customers of Udaipur and analyzing their

perception towards promotional strategies and

practices used by insurance companies to

persuade them.

Objectives of The Research

1. To study the urban customers' perception

for promotional strategies and practices

used by insurance companies.

2. To study the urban customers' opinion for

effectiveness of promotional techniques

used by insurance companies.

Hypotheses

H - There is no difference in urban customers' 01

perception for promotional strategies and

practices used by insurance companies.

H - There is no difference in urban customers' 02

opinion for effectiveness of promotional

techniques used by insurance companies.

Scope of the Study – The geographical scope of

the study was limited to urban population area

of Udaipur and operational scope of the study

was confined to customer perception and

opinion for the promotional strategies adopted

by the insurance companies to persuade the

urban populace of Udaipur.

Data Collection

Primary Data - Through a structured

questionnaire

Secondary Data – Through Journals,

magazines, websites, newspaper etc

Sampling

The sample population of the study was limited

to the urban populace of Udaipur district of

Rajasthan and out of the huge sample

population of Udaipur, it was quite crucial to

select the specific respondents for study

purpose. So, convenient sampling method was

followed for choosing respondents with one

selection criteria i.e. the respondent must be an

insurance policyholder. A well-structured


12

questionnaire was circulated among 500+

respondents and out of the distributed

questionnaires, 272 duly filled questionnaire set

were received. So, the success rate or throughput

rate was 54.4%.

Data Analysis And Interpretation

Demographic analysis of sampled Urban

population of Udaipur – Only three major

demographic characteristics gender, age,

income were used for statistical analysis

purpose in this research work, so the

demographic description of gender, age, income

is presented below in Table 1.

Gender N Percentage

Male 186 68.38%

Female 86 31.61%

Total 272 100.00%

Age (In Years) N Percentage

Up to 20 12 4.41%

21 to 40 88 32.35%

41 to 60 122 44.85%

Above 60 50 18.38%

Total 272 100.00%

Income N Percentage(in Rs. / month)

Less than 15000 48 17.6%

15000 – 30000 83 30.5%

30000 – 45000 94 34.6%

45000 and above 47 17.3%

Total 272 100.00%

Source: Field Survey

From the above table 1 it was identified that

majority of respondents were male (68.38%)

and in the age group classification highest

participation was observed for 41 to 60 age

group with 44.85%, then second highest

participation was observed for 21 to 40 years

age group with 32.35%. In the income class

characteristics 94 (34.6%) respondents were

having 30000 to 45000 per month income and

83 (30.5%) respondents were having income or

Rs. 15000 -30000 per month. Thus, a good mix

of income class, age class was observed from

the data and no Skewness was identified.

Descriptive Analysis of Type of

Insurance Availed by Respondents

Insurance is protection from different events of

asset losses, income loss, death etc., so the scope

of insurance is very wider but broadly according

to insurance business insurance are life

insurance or personal insurance, property

insurance, marine insurance, fire insurance,

liability insurance, guarantee insurance and

social insurance.


Table 1 : Demographic Description of Urban

Population of Udaipur

D e s c r i p t i v e A n a l y s i s o f

Promotional Tools Used by

Insurance Companies

There are several promotional tools and

practices been to promote products and services

into the market, and the same tools and practices

has been adopted by the insurance sector as

well. Out of several promotional tools and

practices, some are quite conventional but very

effective in present days, and some are

technologically very rich but found less

effective, as their scope to the target the

customers is challenged by several technological

and language barrier. Some of the well

renowned promotional tool are advertisements

in Newspapers, TV, Radio /FM, Magazines,

Door to Door Selling, Personal Selling, Online

advertisements, SMS, MMS, Video marketing,

Emails, Banner ads, Flexes, Letter, Pamphlets,

Brochures, Catalogues, Camps, Fairs, Public

Meetings, Seminars, Workshops, Hoardings,

Bill Boards, Visual Ads Screen, Social Camps,

Invitations for company visits, Customized

offerings, Gifts, Combos, Pop-Ups, Wall

paintings, Social awareness message, Message

ads etc. This section will present urban

customers' awareness and their level of

exposition for promotional activities.

Table 2: Type of Insurance Availed

Type of Insurance N Percentage

Life Insurance or 152 55.88235294Personal Insurance

Property Insurance 68 25

Marine Insurance 5 1.838235294

Fire Insurance 63 23.16176471

Liability Insurance 22 8.088235294

Guarantee Insurance 36 13.23529412

Social Insurance 3 1.102941176


Above table 2 statistics revealed that out of total

sample population of 272 urban respondents of

Udaipur district of Rajasthan, 152 respondents

(55.88%) are having life insurance which is the

highest percentage among all the other

insurance types listed above. The second highest

insurances availed by the respondents was for

their properties, where 25% (N=68) respondents

have insured their properties. So, out of several

insurance types, life or personal insurance is

widely acceptable insurance type.

Table 3 : Awareness and Exposition to Promotional Tools

Promotional Tools Awareness Exposition

N % N %

Television Advertisements 272 100 272 100%

Newspaper Advertisements 272 100 272 100%

On Air Advertisements (Radio /FM/AM) 259 95.22 % 136 50%

Door to Door Selling 236 86.76 % 77 28.30%

Magazine Advertisements 247 90.80 % 51 18.75%

Personal / One to One Selling 259 95.22 % 136 50%

13


Tele Call Selling / Outbound Processes 186 68.38 % 78 28.67 %

Hoardings/Flexes/Banner Advertisements 260 95.58 % 189 69.48 %

Personalized Selling / Gifts, Schemes etc. 180 66.17 % 92 33.82 %

Fairs /Events / Social Programmes / Gatherings 200 73.52 % 56 20.58 %

Digital Marketing / Online Marketing 180 66.17 % 126 46.32 %

E-Mail marketing 162 59.55 % 133 48.89 %

Pamphlets/ Flyers/ Other Print media forms 206 75.73 % 178 65.44 %

Customized Letters 126 46.32 % 48 17.64 %

Articles/ Stories in Newspapers 87 31.98 % 51 18.75 %

Trade Fairs/ Camps etc. 159 58.45 % 87 31.98 %

Word of mouth 272 100 % 228 83.82%

Others 196 72.05 % 52 19.11 %


Table 3 revealed the awareness level among the

sample respondents for the promotional tools

used by insurance companies. Level of

awareness among the sample respondents for

Television Advertisements is 100%, for

Newspaper Advertisements 100%, for On-Air

Advertisements (Radio /FM/AM) 95.22%, for

Magazine Advertisements 90.80%, for Personal

/ O n e t o O n e S e l l i n g 9 5 . 2 2 % , f o r

Hoardings/Flex / Banner Advertisements

95.58% and for Word of mouth it is 100%.

Remaining promotional tools also showed good

level of awareness. But, the same level of

exposition was not observed for the promotional

tools among the respondents. Highest

expositions were observed for television and

newspaper advertisement with 100%, and then

word of mouth with 83.82%. For digital

marketing practices exposition rate was only

46.32%, means still good number of urban

customers did not tapped the advanced

promotional techniques of the insurance sector

yet. Least exposition rate of the sample

respondents was observed for the customized

letter i.e. 17.64%.

Descriptive Analysis of Urban

Customer Opinion for Effective-

ness of Promotional Tools Used by

Insurance Companies

This section presented the descriptive statistics

of customers' opinion for the effectiveness of

promotional tools and strategies adopted by

insurance companies. The analysis was

performed over several promotional tools to

assess urban customers' opinion for them, as it

will be helpful for the insurance companies to

design the future promotional campaign and to

make a decision over the existing promotional

tool and strategy followed by them.

14


15

From the descriptive statistics of urban

customer's opinion for promotional tools used

by insurance companies presented in the table 4,

it was identified that majority of the urban

population were agreeing that promotional

tools of all kinds are equally effective.

Respondents opinion for two statements i.e.

extent of irritation and feel of waste of time,

respondents opinions were very negative and

they were satisfied with promotional tools. The

level of agreement of the respondents for

effectiveness of the promotional tools used by

insurance companies were found quite higher,

which showed good acceptability of urban

people for promotional tools and practices of

insurance companies.

Table 4: Descriptive Analysis of Urban Customer Opinion for

Effectiveness of Promotional Tools

Promotional Tools

1

2

3

4

5

Promotional tools of insurance increases use of insurance services

21 42

40

98

71

Promotional tools create well fit image about Insurance company and Products

19 26

26

112

89

Promotional tools helps to broadcast vision and mission of company and product 30

25

32

85

100

Promotional tools broadest information about insurance company services

27 37

42

82

84

Promotional tools of insurance companies creates company's credibility 10 23 44 85 110

Promotional tools of Insurance are found convenience able 15 37 40 80 100

Promotional tools of Insurance sector creates trust over insurance and believable 30 37 55 83 67

Promotional tools of Insurance company's are informative 26 25 42 71 108

Promotional tools of Insurance company's are just waste of time 96 83 41 22 32

Promotional tools of Insurance company's irritates me 103 76 41 20 32

Promotional tool influences my decision to avail the insurance 28 36

46

73

89

Promotional tools of Insurance companies are attractive and creative

31 36

36

74

95

Promotional tools provide customized information to meet their own needs

15 31

54

74

98

Promotional tools are used to draw attention of customers

29 32

48

87

76

Promotional tools can increase customer base of insurance company

36 40

42

80

74

Source: Field Survey (1= Strongly Disagree, 2= Disagree, 3= Neutral, 4 = Agree 5= Strongly Agree)


16

S. No. Promotional Tools Z-Value Average Std.dev C.V.

1. Increases use of insurance services -0.54 1.56 0.80 51.54%

2. Creates well fit image about Insurance

company and Products -1.57 1.69 0.83 49.52%

3. B roadcast vision and mission of

company and product 0.81 1.40 0.71 50.75%

4. B roadcasts information about insurance

company services -12.91* 2.69 0.62 23.28%

5. Creates company's credibility -7.64* 2.36 0.76 32.51%

6. Make convenience able -8.63%* 2.83 0.69 24.63%

7. Creates trust over insurance and

believable -23.18* 2.86 0.39 13.95%

8. Informative -9.62* 2.56 0.74 29.22%

9. Just waste of time -2.22* 1.75 0.78 45.08%

10. Irritates the viewer -1.54 2.48 0.69 31.44%

11. Influences decision to avail the insurance -2.22 1.49 0.74 29 .49%

12. Attractive and creative 0.93 1.19 0.45 36 .25%

13. Provide customized information to meet

their own needs -10 .56* 2.03 0.46 19 .06%

14. Used to draw attention of customers -6.49* 1.36 0.59 23 .15%

15. Can increase customer base of insurance

company -6.53%* 1.67 0.46 14 .39%


Table 5 showed Z-test statistics of Urban

Customers' Opinion for effectiveness of

Promotional Tools. The table statistics described

overall opinion of respondents for the

promotional tools and practices on insurance

companies and revealed that significant

difference is found between overall opinions of

respondents measured through Z-test. This

significant difference confirmed that out of 15

different statements of promotional

characteristics, respondents' opinion for

statement 9 was found significantly different

with the other measures of equally divided

opinion. The coefficients of variation for all the

average opinions were in the range of 13.95% to

51.54%.

It was also identified that in urban customer

respondents' opinion Promotional tools of

insurance increases use of insurance services,

Promotional tools create a well-fit image of


Table 5: Z-Test Analysis of Urban Customer Opinion for effectiveness of Promotional Tools

17

Insurance company and Products, Promotional

tools helps to broadcast the vision and mission

of the company and product, Promotional tools

of Insurance companies irritates the customers,

Promotional tool influences decision to avail the

insurance and Promotional tools of Insurance

companies are attractive and creative.

Respondents' opinions have no significant

differences for aforementioned characteristics of

promotional tools. So, from the above statistics,

first hypothesis i.e. “There is no difference in

urban customers' perception for promotional

strategies and practices used by insurance

companies” is accepted for 9 statements and

rejected for remaining 6 statements.

Table 6: Urban Customers' Opinion For Effectiveness Of Promotional Techniques

Effectiveness Components 5 4 3 2 1 % of agreement

Useful 20 66 13 6 5 78.18

Well Designed 19 46 29 12 4 59.09

High Quality 13 58 27 7 5 64.54

Informative 10 57 25 13 5 60.90

Desirable 12 45 20 29 4 51.81

Sentimental 11 42 30 20 7 48.18

Direct and Convincing 25 55 13 12 5 72.72

Source: Field Survey (1= Strongly Disagree, 2= Disagree, 3= Neutral, 4 = Agree 5= Strongly Agree)

According to statistics presented in Table 6,

promotional tools and practices of insurance

companies are found effective using useful by

78.18% of the urban respondents followed by

well designed, high quality, informative,

Table 7 : Test Statistics of Urban Customers' Opinion For Effectiveness Of Promotional Techniques

Test Statisticsa

N 272

Chi -Square 35.087

df 6

Asymp. Sig. .000

a. Friedman Test



desirable, sentimental, and direct and

convincing. To verify whether or not the

responses differ significantly from one another

Friedman's test was performed.

18

Based on the test statistics summary of

Friedman's test presented in the above table 7, it

was concluded that the responses are

significantly different from each other. Aysmp

Sig score found .000 which is lesser than 0.05 and

confirms the significance of difference and result

into the conclusion that there is the significant

difference in urban customers' opinion for the

effectiveness of promotional techniques used by

insurance companies.

Conclusion

For the Promotional strategies used by

insurance companies, the study revealed that

the majority of insurance companies are using

all the possible tools of advertising such as TV

and newspapers, digital marketing. Highest

exposure was observed for television and

newspaper advertisement with 100%, and for

word of mouth it was 83.82%. For digital

marketing practices exposition rate was only

46.32%, which means that still good number of

urban customers did not tapped advanced

promotional techniques of the insurance sector.

Least exposition rate was observed for the

customized letter (17.64%) among the

respondents. A significant difference was

observed in urban customers' perception for

statements administering effectiveness of

promotional tools, for such as Promotional tools

of insurance increases use of insurance services,

Promotional tools create a well-fit image of

Insurance company and Products, Promotional

tools helps to broadcast the vision and mission

of the company and product, Promotional tools

of Insurance companies irritates the customer,

Promotional tool influences decision to avail the

insurance and Promotional tools of Insurance

companies are attractive and creative. Test

Statistics of Urban customers' opinion for

effectiveness of promotional techniques

revealed that there is significant difference in

urban customers' opinion for effectiveness

(Useful, Well Designed, High Quality,

Informative, Desirable and Sentimental, Direct

and Convincing) of promotional techniques

used by insurance companies, which confirms

that effectiveness depends on how the viewer

perceives the tool and information.

References

M. Ahmad, Obaid-Ur-Rehman (2016).

Marketing Strategies of LIC in Life

Insurance Industry, International Journal

o f M a n a g e m e n t a n d C o m m e r c e

Innovations, Vol. 3, Issue 2, pp: (507-510),

October 2015 - March 2016.

M. Bala Murali (2017). A Report on Marketing

Strategies Adopted By Life Insurance

Companies in Rural Areas, International

Journal of Ethics in Engineering &

Management Education, ISSN: 2348-4748,

Volume 4, Issue 11, November 2017, 1-3.

Malhotra, N.K. (2002). Marketing Research.

New Delhi. Pearson Education.

U. Arumugam, A. Iyappan (2016). Promotional

Mix of Insurance Products – A Value

Addition to Sale of Insurance Products,

PARIPEX - Indian Journal of Research, 5 (7),

pp. 16-18, July 2016.


19

Abstract

The present age is one of unprecedented turbulence with tensions

manifests like never before. The rapid pace of modernization instead of

giving rise to an opportunity for the people for better living conditions

has increased the uncertainty and a thrust for a change and for something

unknown in the minds of people. The institution of life in India is so

strong that it could provide solutions to various problems under different

circumstances like the white colour which contains all the seven colours

and yet, is white. One such colour emerged during the Renaissance

period was Swami Dayananda Saraswati whose philosophy is still

relevant.

Dayananda proposed innumerable reforms for ritual and sacramental

life, for home, society and the state which in his opinion would be

incidental in bringing about the regeneration of man and society. This

regeneration was equally dependent on individual efforts, the effort of

each individual to strive for a good and moral life. Strict observance of the

virtues was emphasized by Dayananda with particular stress on

knowledge which according to him was the most important and central of

all virtues. Knowledge was the key to all morality and knowledge made

dharma possible, for “he who has knowledge will never again commit

sin” and “lack of knowledge is the root of all evil”. After knowledge he

gave importance to truth, claiming that knowledge and truth were two

fundamental virtues which together acted as the source of a number of

other virtues which played an important role in governing social life.

Truthfulness was essential both in words and action for the overall benefit

of society as it led to the liberation of men from the clutches of treachery,

gossip, and hypocrisy. Further, justice was always built on the foundation

of truth, he argued as were tolerance and peace. At the individual level,

Dayananda felt that self-control, self-reliance, and application occupied a

central place in shaping one's character. To achieve and to reach this stage,

at the social level, he established Arya Samaj and at the religious level he

Prof. (Dr.) Velpula Indira Devi

Jaipur National University, Jaipur


Ethics And Social Responsibility: Social

And Religious Philosophy Of Dayananda

20

tried to go for universal religion with all good qualities of all religions. He even took the initiative of

inviting all religions for a conference on the occasion of Delhi Darbar in1877 which formed a stepping stone

for Parliament of Religions. He mentioned every aspect and problem with relevant solutions in Satyarth

Prakash. He tried to regenerate the whole Aryavrata.

Introduction

Man is eternally engaged in a quest for

happiness. He tries to form an organization or a

system or even religion to facilitate this quest as

well as to preserve his achievements. But, when

this system becomes rigid and unsuited to the

needs of the present, he tries to transform it to

the extent of replacing it totally. The conditions

of a particular place and time, to a large extent,

determine the change which is produced. India

has experienced such change many times. Any

such change starts as a process and remains

either as a concept or an ideology or even as a

religious sect.

Such a change when it began in the form of

secularization in the west had an emotional

feeling attached to it. At times it would denote

the increasingly independent role of the society

free from the influences of churches or even

religion and at times it would mean science, arts

and learning seeking a role outside the confines

of theology. Indian society also could not remain

unaffected by this change.

The awakening of India to the new social

consciousness had two sides, while she looked

at the west to follow; she also looked at herself

and her own past. This too was not without

inherent differences in approach. One side was

entire liberal school and the other side

renaissance leaders like Bankim, Dayananda,

Vivekananda, Aurobindo, underlined that each

civilization has its distinct manner of living,

experiencing and symbolizing and change has

to be brought about in the broad framework of

that civilization only.

As the concept note narrates the world is very

true at crossroads looking all over to move

ahead. It has apprehensions to accept the past as

guide and hesitation to forge into future without

any traditional/cultural identity. Though this

type of change is not new to the world; even for

India, which experienced many times the same

confusion but every time it came out with the

help of its rich traditional heritage which always

came to its rescue through or in the form of any

religious reformer or leader. One such among

many was Swami Dayananda Swaraswati.

India was in total confusion and uncertainty

without knowing which way to go. Dayananda

thundered with his call Back to Vedas and

answered to all problems of society and people

in rich traditional and ethical framework. Even

now honestly taken are relevant to the present

problems of India.

This research paper is theoretical and confines

itself in the social and religious philosophy of

Dayananda who worked for the betterment of

people and country.

Dayananda Swaraswati

Dayananda's multifaceted personality was one

which does not fit in any standard mold as he


Key words: Arya Samaj, Dharma, Sin, Satyarth Prakash, Niyoga, Vedas, Hinduism, Dwija,

Swarga, Narak. Aryavarta.

21

would set his own standards. While his mind

was receptive to the monumental changes

taking place in the world around him, he would

never submit passively to its pressures. While he

worked for a better future, he had his feet firmly

entrenched in the ground realities of the present

and his attitude was backed by the solid

foundation from the past.

Religious Philosophy:

D a y a n a n d a ' s u l t i m a t e a i m w a s t h e

establishment of a prosperous society with a

perfect ethical life. Towards achievement of this

end, he strove to remove all the stumbling blocks

existing either in social setup or in religious

philosophies. At the same time, Dayananda was

very much aware of the spiritual part of religion

which is a link between moral and religious life

leading to final liberation.

He did not spare any evil that was prevalent in

the name of religion. Dayananda came out

strongly against the practice of idol worship

prevalent in the medieval period and which

relied heavily on otherworldly and fate system.

“Worship one God who is the omniscient,

formless, all-pervading, unborn, infinite,

almighty, and merciful and just is the maker of

the whole universe and sustainer and

dissolver.” Condemning idol worship, he

argued: “His idols cannot be made, and the

hundred of idols which were wrongly supposed

to be of God or his incarnations are nothing but

false things made to exploit the masses by the

vested interests. In a way, idolatry has kept the

world in gross ignorance about God, has made

people woefully superstitious, the priestcraft

criminally selfish. A great majority of religious

evils can be justly laid at the doors of idolatry.”

He also criticized the concepts of heaven and

hell as being imaginary states of superstition

created and spared by vested interests. “There

were states of mind, which a person experienced

on account of his deeds: enjoyment of a special

happiness and possession of the means of

thereof (Swarga) for good deeds and sufferings

and the means thereof (Narka) for misdeeds.”

The Vedas occupy a central position in the

religious philosophy of Dayananda. They were

the main sources of his thought and it was his

mission to propagate the Vedic principles with a

view to reestablishing a social order cast in the

mold of such ideas. Dayananda recognized the

healthy optimism that exuded from the Vedas,

which made the world seem a vast celebration of

life. Dayananda stressed on rationalism,

proclaiming that any interpretation of the Vedas

not in tune with rational thinking would hardly

be representing the moving spirit behind the

Vedas or the thoughts of the creator of the

Vedas. Dayananda quoted extensively from the

Vedic hymns to show that the law was known to

the ancient Aryans.

In contrast to the belief that the will of God is

supreme and that all events in the world take

place in accordance with it, Dayananda argued

that the soul is free to act. “If God had indulged

in deeds, the soul would have never sinned

because God, being pure and judicious would

never have inspired any soul to sin.” Dayananda

felt that “If God were to forgive sins, his justice

would be destroyed, and all human beings

would become the greatest sinners because of

hearing of the possibility of the forgiveness they

would obtain the courage and fearlessness to

engage in sinful deeds.” Though the philosophy

of Kant recognized the significance of the

concept of free will as being central to ethics but

was unable to connect to either religion or

spiritualism, thus skipping the crucial questions

facing the problem of the nature of the soul.

These and others like the objective of the soul,

the realization of the Supreme being etc, were


22

evaded by Kant by declaring them as being

unworkable. Here Dayananda scored a positive

triumph by recalling the facts at the grassroots

level after adopting the tradition of the Vedic

Seers and declaring the realization of God and

all existing elements as perfectly knowable.

Dayananda sought to use the reestablishment of

the superiority of Vedic religion as a means for

socio-rel igious reconstruct ion. While

Dayananda did make other religions the target

of his virulent attacks, it was never his intention

to defame them. “Though I was born in

Aryavarta (India) and live in it, yet just as I do

not defend the falsehood of faiths and religions

of this country, but expose them fully, in like

manner, I deal with the religions of other

countries. I treat the foreigners in the same way

as my own countrymen, so far as the elevation of

the human race is concerned.” Therefore, the

purpose of my life is the extermination of evils;

introduction of truth in thought, speech and

deeds; the preservation of the unity of religion;

the expulsion of mutual enmity; the extension of

friendly intercourses; and the advancement of

public happiness by reciprocal subservience of

the human family. May the grace of Almighty

God and the consent and cooperation of the

learned soon spread these doctrines all over the

world, to facilitate everybody's endeavor in the

advancement of virtue, wealth, godly pleasure

and salvation, so that peace, prosperity, and

happiness may ever reign in the world.” With

this aim, he founded the Arya Samaj in 1875 with

28 guiding principles. “If you are able to achieve

something for the good of mankind by a Samaj,

then establish a Samaj; I will not stand in your

way. But if you do not organize it properly, there

will be a lot of trouble in future; as for me, I will

only instruct you in the same way as I teach

others, and this much you should keep clearly in

mind; my beliefs are not unique, and I am not

omniscient. If therefore in future any error of

mine should be discovered after rational

examination, then set it right, if you do not act in

that way then this Samaj too later on will become

just a sect. This is my firm opinion: even if there

be any sectarian beliefs prevalent in India, if only

they all acknowledge the Vedas, then all those

small rivers will reunite in the ocean of Vedic

wisdom and the unity of dharma will come

about. From that unity of dharma there will

result in the social, economic reform, arts, and

craft, and other human endeavors will improve

as desired, and man's life will find fulfillment:

because by the power of that dharma all values

will become accessible to him, economic values

as well as psychological ones, and also supreme

value of Moksha.” Thus it is seen that his dream

was not just to be a founder or guru of a

reformed sect, rather he strove for the

regeneration of the whole Aryavrata..

Social Philosophy:

While Dayananda condemned untouchability,

he articulately supported the concept of Varna

Vyavastha, which he felt could bring a stable

social system. Dayananda used the Vedas as the

source book of knowledge while declaring that

the mere accident of birth could not determine

the social position of man, which was rather

dependent upon the capabilities of the

individual, and factors like qualifications,

accomplishments, and character. As he himself

stated that, “a man born in a Brahmana,

Kshatriya or a Vaishya family should become a

Shudra if his merits, actions, and temperaments

are Shudra like.” The equal rights of the Shudra

to study the Vedas are passionately defended by

him in Satyartha Prakash.

Hoerule, a Christian missionary, has captured

the essence of Dayananda's concept of caste and

social organization in the following words,


23

of twenty-five to forty and the last one taking

place between women of twenty-four and men

of forty-eight. The scheme put forth by

Dayananda envisaged the setting up of a healthy

society and rooting out of the deplorable

practice of child marriage. He shed light on the

harrowing experiences of the child widows who

were barred from remarrying by the so-called

authority of the scriptures in Hindu society. In

his sympathy towards the state of young

widows, Dayananda sought to re-establish the

institution of Niyoga. In thus seeking to

resurrect the ancient concept of Niyoga,

Dayananda showed his broad understanding of

the natural sex instincts. Rather than the idea of

its suppression which would lead to the

corruption of the child widow or women whose

husbands had to be away from them for long

periods, he found it better to provide a

legitimate outlet for the same. He also found in it

a handy weapon to wipe out the stigma attached

to women unable to give birth to a male child. He

justified the practice on the ground that it had

the recognition of the Shastras with the

consequent sanctity at par with marriage and

with the imposition of strict conditionalities

could be called 'licensed adultery'. Further, he

placed men and women on an equal footing by

giving the right to practice Niyoga to men as

well. “What I am saying is that in the old times

Niyoga was practiced extensively and there was

little need for remarriages. But in this age, both

Noyoga and remarriage have been stopped and

the resulting miserable adherence to false

tradition one has to admit that widow

remarriage is altogether better than that.”

Dayananda held the view that the tackling of the

three problems of illiteracy, economic poverty,

and political dependence was a prerequisite to

any improvement in social life. He was aware

that this acute problem saw no solution in the

“This (caste) the reformer considers only as a

political institution made by the rulers for the

common good of the society and not a natural or

religious distinction. It is not a natural

distinction for the four casts were not created by

God as a distinct species of men: but all men are

of equal nature, of the same species, and are

brothers. It is not a religious institution. The

casts are simply different professions or guilds,

established by the state to guard against

confusion and mutual interference, and for the

better accomplishment of the different works.

Each class made up into a guild and furnished

with its rights and privileges and made

hereditary. But, as the whole classification is a

creation of the state, any Shudra who is

deserving of the promotion, can be made by the

state a vaishya or Kshatriya or Brahmana, if he

qualifies himself for the work of the respective

class.”

The Position of Women:

Dayananda was all for improving the position of

women in society as he believed that the

revitalization of a society demanded that every

organic part of it had to be revitalized. He thus

emphasized the importance of the upliftment of

women as an integral part of the process of social

upheaval. Dayananda took up this challenge

and did a great deal to improve a lot of women.

He fought for their right to choose a partner,

simultaneously raising his voice against the

child marriage. In his crusade against child

marriages, he set an ideal age for marriage of

women between sixteen and twenty-four and

forty-eight years. Depending upon the age of the

match marriages were classified into three

categories; inferior, medium and superior, with

the first type being between women of sixteen

and men of twenty-four, the second type being

between women of eighteen to twenty and men


24

filtration theory of education practiced by the

contemporary government. He thus resorted to

the spiritual treatment of education.

The scheme proposed by him assigned a pivotal

role to the mother in the formative years of age

up to five, with her prime task being to teach the

child the art of speaking properly. After this age,

the responsibility of teaching was transferred to

a teacher and the children were to be taught,

besides the Devanagari script, a fair number of

languages of other countries too. Besides, both

the boys and girls were required to be taught

Gayatri Mantra. Dayananda emphasized on the

moral aspect of education, arguing that the

implanting of some basic virtues was necessary

if education was to be successfully imparted,

with the most important virtues being the ones

like truthfulness in every aspect and dedicated

effort and application. He proposed that the

student life ought to be free from all types of

luxury and needed to have an ascetic start.

Further students should be able to distinguish

truth from falsehood and virtue from vice and to

help them in their endeavor, four criteria are

provided. The first of these being the Vedas, the

second the Shastras, third the conduct of

virtuous people and finally the satisfaction one

experiences in one's own conscience. The

curriculum of the education to be imparted was

an important aspect taken up by Dayananda. He

said: “It should be quite widespread,

representing all branches of knowledge.” He

also emphasized that it was necessary to lay

equal stress on languages, art and science, and

technology. Further, in his opinion, the school

was to be a place where lessons in social equality

were invariably incorporated into the

curriculum, with there being no discrimination

on the basis of either money or sex. Another

widespread problem he came face to face was

that of mass poverty which he witnessed during

his extensive tours of the country. He saw

masses seething in poverty with death and

disease, want and hunger spreading all over the

country, with a sharp decline in the industrial

performance and the agriculture in shambles,

famines kept recurring with a striking

regularity.

Nationalist Philosophy:

To be national is not to stand still. Rather, to seize

on vital thing out of the past and throw it into the

stream of modern life is creation. Dayananda's

works bring back such a principle and the past to

vivify a modern mould and observe that in the

work as in the life it is the past caught in the first

set of virgin vigor Pure from its source, near to its

root principle and therefore to something

eternal and always renewable. Dayanada's

vision of new India of the future envisaged a

nation building activity on the foundation of her

own economic and spiritual sources and felt that

the contemporary orthodox Hinduism,

overburdened as it was with mysticism and

crude cult form, was not in any position to serve

such a noble purpose. In his effort to reform

Hinduism, he resorted to using rationalism as a

base. His call for going back to Vedas was a

clarion call for rekindling the national traditions.

He adopted a stance against social evils like

caste rigidities, early marriages, parda system,

conservatism and illiteracy. He stressed that the

social progressed required the abolition of

untouchability, emancipation of women and the

development of education in Sanskrit and

Hindi. He declared: “We depend upon the idols

for the defeat of our enemies and the triumph of

our armies and therefore did not exert ourselves.

The result was that we were defeated and the

government of the country, the independence

and its wealth… fell into the lot of our enemies.

We were robbed of our independence and


25

reduced to the condition of the subject race,

suffering in hundred ways like the pony of baker

and the donkey of the potter.”

While discussing the problems of the Indian

people, he said, they themselves had turned the

land of plenty into a land of poverty and

suffering owing to their own ignorance,

illiteracy, slavery and selfishness, inaction and

indolence. He claimed: “There can come nothing

but poverty and pain when foreigners rule over

the trade in our country.” India in those days

consisted besides the British Indian territories,

of the Indian relationship of the states with the

British crown provided them with reasonable

flexibility in local governance, while being

under its overall control and suzerainty.

Dayananda was convinced that the Indian

princes still wielded considerable influence

which could be put to good use in the service of

dharma if they could be persuaded. He put forth

the view that the unity of dharma, language and

aims was essential for the real prosperity of

India to be attained. “That is why I wish that the

Rajas of our country bring about in their own

territory that three- fold unity.” His view of the

king was one who would be the ideal Kshatriya

required to look after the interests of and protect

the whole world, as well as to check the spread of

Adharma. Dayananda's innovativeness or

radicalism stems from the fact that he relied

heavily on the Vedas as India's Rock of the Ages,

and realized through sheer analytical and

extraordinary perspective abilities that they

encapsulated within themselves a whole

education of youth, a whole manhood and a

whole nationhood. Dayananda's national

instinct was inbuilt in his personality and with

strenuous efforts was able to make it luminous,

besides transforming it into an institution. Thus

his works are necessarily profoundly national.

Conclusion:

In his efforts to revitalize the spirit of Hinduism,

Dayananda drew from the Vedas and his works

and translations from the Vedas show his efforts

at the revival of the democratic traditions of

Hindu religion which had been subject to

neglect by the Brahmins. He did not spare

Hinduism when it came to features such as idol

worship. He criticized the lack of objectivity in

the thinking of the people when they believed in

the illusionary nature of all, that is the inevitable,

inescapable and uncontrollable power of fate

coupled with the impotence of man on the face

of it. He vehemently criticized the notion of

passive humility in the face of fate and being a

man of action, urged his followers to act

vigorously. Dayananda was certain that science

could be used as a tool by which the forces of

nature could be exploited by man for his own

benefit and thereby improving the condition of

his existence. He was very critical of the untrue

elements of all religions. “I do not approve of the

wrangling of the various religions against one

another, for they have by propagating so many

false things, misled the people and turned them

into one another's enemy. My purpose and aim

are to help in putting an end to these mutual

wrangling and to preach the universal truths, to

bring all men under one religion so they may by

ceasing to hate each other and firmly loving each

other life in peace and work for their common

welfare.”

Towards this end, that is to create a universal

religion he even tried to organize a conference

by inviting the representatives of all religions in

India on the occasion of Delhi Darbar, 1877.

Though it was not fruitful, it definitely formed a

stepping stone to the Parliament of Religions.18

In this context, K.C. Yadav observes:

“Dayananda had no malice or hatred towards

any religion; he simply criticized what he


26

thought was untrue (in that religion), and

wanted to bring different faiths under a banner

of a universal religion. It was later vested

interests both in other religions and among

Dayananda's own followers who actually

started religious controversies and dragged

Dayananda into them.” Dayananda's

electrifying personality has been captured by

Aurobindo in a brilliant fashion in these words:

“We can imagine his soul crying still to us with

our insufficient spring of manhood and action,

Be not content, Indian, only to be infinitely and

grow vaguely, but see what God intends thee to

be, determine in the light of his inspiration to

what thou shalt grow. Seeing, new that out of

thyself, new that out of life. Be a thinker, but be

also a doer; be a soul, but be also a man; be a

servant of God, but be also a master of nature.

For this was what he was; a man with God in his

soul, vision in his eyes and power in his hands to

new out of life an image according to his vision.”

It can be thus be concluded that Dayananda's

view of the ideal moral man picturized him as

the one driven by a thirst for knowledge and

truth and who always keeps himself under

control while remaining ever active at the same

time, besides governing his interactions with

others by truth, justice, and tolerance. It is this

ideal and complete man who is central to

Dayananda 's philosophy, and this change back

to the Vedic times is seen as indispensable for the

change of society as well the state.

References:

Aurobindo, Collected Works, Vol .17,

Pondicherry: Aurobindo Ashram,1972, P.1

B.C. Singh, Life and Teachings of Swami

Dayananda Saraswati, Part II, New Delhi: Jan

Gyan Prakashan,1971, P.3

Dayananda, Satyarth Prakash. Also see K.C.

Yadav, Note1, P.9

Dayananda, Satyartha Prakash, 2nd ed.,

Chapters XI, XII. Also see J.T.F.Jordens,

Dayananda Saraswati: His Life and Ideas, New

Delhi: Oxford University Press,1978, P.262

Ganga Ram Garg, World Perspectives on

Dayananda Saraswati, New Delhi: Concept

Publishing Company,1984, P.487.

Haridas Bhattacharya (Ed.). The Cultural

Heritage of India. Also see, K.C. Yadav, Note1,P.

18

K.C. Yadav, Note1, P. 18

K.C. Yadav, Note 1, P.17

K.C. Yadav, Autobiography of Dayananda

Saraswati, New Delhi, Manohar, 1978, P.82.

K.C. Yadav, Note 1, P.12

Ibid

Ibid.,P.489

Ibid.,P.488

Ibid

Ibid., P.145-146

Ibid, P. 15-16

Ibid, P. 410

J.T.F. Jordens, Note 10, P. 228

J.T.F.Jordens, Note 10,P.126

Thomas Pantham and Kenneth L.Deutsh (Eds.),

Political Thought in Modern India, New Delhi:

Sage Publications, 1986, P. 59.


28

Abstract

Objective: The main objective of the study is to identify the important

factors influencing customers' demand for different facilities for medium

segment cars as provided by the car manufacturing company.

Research Design/ Methodology: The primary data was collected

through convenience sampling and structured questionnaire was used to

gather information about 200 respondents of Ahmedabad city. Secondary

data collection has been done through the information provided by

different car manufacturing companies as well as research papers and

magazines related to automobiles are used. The factor analysis has been

done through statistical package and different factors are identified.

Findings: Results of the study showed the effective factors in customers'

demand are the facilities provided by the medium segment car

companies.

Research Limitation/ Implications: The analysis of the data is based on

the basis of responses of the 200 respondents of the Ahmedabad city. The

real picture may differ in the case whole population of state or country is

selected as a frame of the sampling procedure. Also selection of different

segments of cars may play vital role in demand of different facilities.

Proposed Utility: The outcomes of the study are beneficial for the

different car companies who are dealing with medium segment cars

manufacturing. Also they can focus on the factors which play important

role and affecting the customers regarding different facilities provided by

medium segment car manufacturers.

A Study on Identifying the Factors having Influence on Customers' Demand for the Facilities Provided by the Medium Segment Car Companies in Ahmedabad

Dr. Maulik DesaiAssistant Professor

K. S. School of Business Management, Ahmedabad

Dr. Shamina AnsariAssistant Professor

K. S. School of Business Management, Ahmedabad

Keywords: Medium Segment, Convenience Sampling, Factor Analysis


29

the study is mainly focused on the changes in

customers' demand for the facilities provided by

the medium segment car companies. The

targeted city is Ahmedabad of the Gujarat State

and data has been gathered for primary data

analysis.

Literature Review

In World Different types of cars are popularly

named as follows:

ONE BOX (VAN / MPV): If there is no separate

area for engine, passengers and luggage then it

is known as one box car. e.g. Ecco, Ace Magic,

Versa etc.

TWO BOX (HATCHBACK): It means engine

having separate cabin but passengers and

luggage area having same cabin. e.g. Eon, Alto,

Santro, i10, A-Star, Swift etc.

THREE BOX (SEDAN/SALOON / NOTCH

BACK): It means engine, passengers and

luggage all three having separate cabin. e.g. SX4,

City, Fiesta, Dzire, Ambassador, Indigo etc.

ESTATE / STATION WAGON: It is same as

sedan the main difference is whose roof is

extended till the rear to create more boot space.

e.g. Indigo Marina.

SUV (Sports Utility Vehicle): Usually these

type of vehicles have large tyres, higher seating,

higher ground clearance and the engine area is

separate but the passenger and luggage area are

enclosed together. Majority of this type of

vehicle has options of four wheel drive. e.g.

CRV, Safari, Grand Vitara, Pajero etc.

SEMI NOTCHBACK: It is same as sedan but

boot door can be opened like hatchback as well

as rear windshield too opens along with the boot

door where as in sedan windshield is always fix.

e.g. Skoda Octavia, Accent Viva.

Introduction

In recent times the lifestyle of the people has

drastically changed worldwide. Specifically in

India also we have found the effect of the global

air. Gujarat is one of the highly developed states

of India having many national and international

companies with their corporate offices and

production houses. Due to the effect of the

globalisation and liberalisation drastic change

has been found in automobile industry. In recent

times due to these changes in Gujarat, one can

purchase any national and international brand

of car at their doorstep without much hassle.

Due to modernisation and need of the recent

times one can also observe that there is an

increase in nuclear families compared to the

earlier years. With modernisation and

availability of financing facilities, mindset of the

customer is also changed. Initially cars were

made for higher income group people for their

leisure only, this mind set gradually changed

and people started using the car for moving

from one place to the other with their family. In

recent era this phenomenon has been totally

changed due to nuclear family and availability

of financing facility and due to this change there

is vast change for demand in automobile

industry. Especially in car industry demand is

very high and people of higher income, higher

middle income group prefer cars in medium

segment.

As per literature review it was found that

medium segment cars are highly in demand in

the current market. People have their own

choice for the facilities, so in medium segment

cars it plays vital role in selection of different

manufacturing companies' car. Recent era is the

era of tailor made product and this concept has

much influence in automobile industry too. So


30

In India

In the beginning of automobile industries, cars

were luxurious product which was mainly for

rich and royal people. There were very few

models available in that era but gradually newer

inventions took place due to which some basic

bifurcation has taken place. It is known as

segmentation which is done on the basis of price,

length etc. In India initially it was segmented as

A,B,C and D type cars which was gradually

changed based on price. The categorisation is as

follows :

Segmentation on the basis of length is true, but

length wise segmentation creates confusion for

non-technical persons. (eg. people in

comparison say i10 and swift do not fall in one

category). So, for research purpose we have

divided the above segments into five which is as

follows based on engine capacity (in cc).

Table 1 : Old Car Segment in India

Source: As per SIAM (Society of Indian

Automobile Manufacturers)

Segment Price (in lakhs)

A 2 – 3

B 3 – 4

B+ 4 – 5

C 5 – 7

C+ 7 – 9

D 9 – 12

But this segmentation was not long lasting

because there was lot of confusion in pricing

based segmentation. Also price increased

manifold in today's scenario. So new

segmentation has been done based on size rather

than price.

Vehicles Description Examples

Maximum length

3400 mm

Maruti 800, Nano

A2

Compact

Length

3401 – 4000 mm

Alto, Wagon R,

Zen, i10, A-Star,

Swift, i20, Palio,

Indica etc.

A3

Midsize

A4

Executive

A5

Premium

A6

Luxury

B1

Van

Length

4001 – 4500 mm

Length

4501 – 4700 mm

Length

4701 – 5000 mm

Length

5001 mm

and above

City, SX4, Dzire,

Logan, Accent,

Fiesta, Verna etc

Corolla, Civic, C

c l a s s , O p t r a ,

Octavia etc

Camry, E class,

Accord, Sonata,

Laura, Superb etc

S class, 5 series

Omni, Versa,

Ace-Magic etc

A1

Mini

Mass up to 3.5

tonnes

No of seats 7 to 9

B2

MUV/

MPV

Innova, Tavera,

Sumo, Trax,

Traveller etc

Mass up to 5

tonnes No of

seats 7 to 13

SUV CRV, Vitara etc.Mass up to 3.5

tonnes No of

seats up to 7

Source: http: //www.siamindia.com/ scripts/

technicalregulations.aspx

Table 3 : Suggested Segments through Research

Segment Engine Capacity

(in cc)Length

A1

(Small)

A2 A3

(Mid)

Less than 800 cc

801 to 1600 cc

Maximum

length 3400 mm

Length 3401 –

4500 mm


Table 2 : Latest Car segments in India

31

Therefore through findings the car market can

be divided in the four segments: Small, Mid,

Large, Luxurious and Others (SUV, MUV and

VAN).

Also through literature review we found that:

Goyal & Aggarwal (2008), in their study have

made research on analytical study of factors of

Importance in connection of car industry in

India. Their study reveals few important factors

for purchase of Medium, Small and Luxurious

cars and they have established some

relationship among the factors which are related

in each of the three segments mentioned above.

Their research was based on the following

factors: Mileage, Price, Maintenance cost, After

Sales Service Shape, Accessories, Engine,

Luggage Capacity, Fuel, Loan, Terms of

payment, Brand, Easy Handling, Safety and

Availability of spare parts.

Kayaly & Taher (2010) study made in Egyptian

market reveals that there are many drivers

affecting the customers purchasing behaviour,

process related attributes and relationship

attributes. There may be multi-benefit

framework that identifies the different benefits

which may contribute to customers' satisfaction

level and clients experience a range of non-

functional benefits like process/services or to

their relationship with the agent. Perceived

value measurement offers a major source of

competitive advantage. The study tested the

dimensions that affected satisfaction in

Egyptian car market.

Menon & Jagathy Raj, Consumer Behavioral

Patterns of Passenger Cars, (2011)have done

some research on consumer behaviour patterns

of passenger cars. Their findings show that the

Indian automobile industry actually developed

in two clear stages: pre liberalisation and post

liberalisation.

Aghdaie & Yousefi (2011) have done some work

on the comparative analysis of affecting factors

on purchasing domestic and international cars

in Iran market- Using AHP technique. Their

main research findings are AHP model that

determined the importance of buying criteria for

domestic and imported cars.

Sardar (2012) has worked on brand preference of

passenger cars in Aurangabad district. He

concluded that the Automobile industry has

strongly striven towards globalisation, which

increasingly affects the policy of local, regional

and global levels. The present study made a

systematic effort on studying consumer brand

preference towards passenger cars in

Aurangabad district by analysing the factors

that influence brand choice of the customer and

revealed the impact of brand preference

dimensions on customer satisfaction.

Menon & JagathyRaj, IJMT (2012) have done

some work on model development and

validation for studying consumer preferences of

car owners and their findings were possible

parameters and a framework development that

A4 A5

(Large)

A6

(Luxurious)

1601 to 2400 cc

2401 cc and

above

Length 4501 –

5000 mm

Length 5001 mm

and above

As per the model

of the car

Maximum mass

3.5 tonnes to 5

tonnes and

number of seats

including driver

between 7 and

13

B, C (SUV, MUV and

VAN)

Source: Research Findings


32

influence the consumer purchase behaviour

patterns of passenger car owners in the state of

Kerala.

Anjum (2013) has worked on buying behaviour

and customer satisfaction of Hyundai cars in

Hyderabad city also he has been studying the

factors influencing the customer to purchase

Hyundai cars and has analysed the factors

influencing their satisfaction.

Singh & Srivastava (2013) have found some

findings on factors affecting customer

satisfaction: A study on Maruti Suzuki. They

have concluded that the factors like: economy,

comfort, spare parts, expensive, money value,

mileage, maintenance, radius and parking are

considered in the study have significant effect

on the overall satisfaction of the customer.

Devi, Gomathy, & Krishnakumari (2013) made a

study on consumer preference and satisfaction

towards sedan cars in Coimbatore city and have

found that sedan car manufactures are the major

players in the car segment and there is tough

competition among Hyundai, Tata, Ford,

Maruti etc. The authorized dealers for sedan car

companies have initiated many steps towards

boosting sales operation. The study has

attempted to understand car purchase

satisfaction and influential factors affecting

purchase decision.

Zolkifly (2013) worked on Examining

customer's satisfaction towards national car

attributes among Malay, Chinese and Indian has

studied that rapid entry of foreign or imported

cars in the domestic market leaves Malaysian car

manufacturers struggling to compete with their

foreign counterparts. Despite high sales,

customer's satisfaction towards national car was

low compared to imported cars. Variables like

safety feature, vehicle appearance, resale value

and standing charges are related to customer's

satisfaction. All major ethnic groups; Malay,

Indian and Chinese were influenced mostly by

safety feature. Chinese has lower satisfaction

level towards national car consumption as

compared to other races.

Dua (2013) conducted a study of customer

satisfaction with reference to Tata Motor

Passenger vehicles and observed that the

satisfaction is crucial concern for both customers

and organizations. It depends on many factors

and varies from person to person and product to

product. Now a days it has become very

important factor for each and every

organization is to enhance the level of customer

satisfaction. The overall study reveals that the

customer are mostly satisfied with price, design,

safety, mileage, interior space, status brand

name, comfort level, spares part and after sale

service.

Kaushal (2014) has examined the buyer

behaviour in reference to car purchase

intentions and automobiles marketing strategies

in Uttar Pradesh. In this study the resultant

empirical factor structure indicated that the

safety & security conscious buyers items form a

first factor while some other factors quality

conscious buyers, performance conscious

buyers, value conscious buyers and technology

conscious buyers formed the second, third,

fourth and fifth factors respectively.

QiHua, ChunYan, & RuoPing (2014) with the

high-speed development of China's Internet, e-

commerce and ne twork in format ion

communication make consumers on product

quality of service have a more clear

understanding. The completion of network sales

market brought the traditional automobile sales

and services the unprecedented pressure. The


33

study has analysed the theories about customer

satisfaction model both in China and abroad. All

of them are expected difference theory as the

core, evaluating the benefit of consumer

satisfaction by perception, the difference of

perceived benefits and loss.

Objective of the Study

To identify the important factors influencing

customers' demand for different facilities for

medium segment cars as provided by the car

manufacturing company.

Research Method

For primary data collection convenience

sampling is used and through structured

questionnaire and information regarding cars

has been collected from 200 respondents. Out of

which only 192 responses could be considered

for analysis. For getting supporting information

a b o u t s e c o n d a r y d a t a d i f f e r e n t c a r

manufacturing companiesand automobile

magazines have been explored. Also secondary

data have been collected through research

article, different journals and periodicals as well

as through data base. The data has been

analysed through statistical package.

Results and Findings

Demographic Information

Table 4 : Demographic Information


Percent

Below 25 Years 23 12.0

95 49.5

FrequencyAge(in Years)

45 Years – below 65 Years 67 34.9

65 Years –below 85 Years 5 2.6

85 Years and above

25 Years – below 45 Years

192 100.0

2 1.0

Total

Educational Qualification

Frequency Percent

Matriculate 11 5.7

Diploma 12 6.3

Graduate 91 47.4

Post Graduate 53 27.6

Professional Degree 16 8.3

Doctorate 7 3.6

Other 2 1.0

Total 192 100.0

Occupation Frequency Percent

Government Job 22 11.5

Private Job 73 38.0

Business 56 29.2

Profession 18 9.4

Retired 7 3.6

Farmer 4 2.1

Housewife 8 4.2

Other 4 2.1

Total 192 100.0

Monthly Family Income(in Rupees)

Frequency Percent

<25000 7 3.6

25000-50000

50000-75000

75000-100000

Total 192 100.0

100000 and above 55 28.6

34 17.7

53 27.6

43 22.4


KMO Test

H0 : There is a sampling adequacy for the data.

(For KMO Test)

H0 : The population matrix is an identity

matrix. (Bartlett Test)

Table 5 : KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of

Sampling Adequacy..727

Bartlett's

Test of

Sphericity

Approx. Chi-Square

Df

Sig.

384.367

45

.000


34

Kaiser-Meyer-Olkin (KMO) measure of

sampling adequacy shows the common

variance, attributed to the underlying factors. A

high value of this statistic (from 0.5 to 1)

indicates the appropriateness of the factor

analysis for the research data, whereas low

value of statistic (below 0.5) indicates the

inappropriateness of the factor analysis. In the

research this statistic value is 0.727 it indicates

the appropriateness of the factor analysis. (See

Table: 5)

Bartlett's test of sphericity tests the hypothesis

whether the population correlation matrix is an

identity matrix. If it is an identity matrix then

factor analysis is meaningless because it shows

that each variable correlates perfectly with itself

(i.e. r = 1) but no correlation with the other

variables (i.e. r = 0). From the research findings

based on Table: 5 at the 0.05 significance level

test shows that significant value of the test is

0.000 which less than that of the selected level of

significance. So null hypothesis is rejected and

one can comment that there is a significant

relationship among the variables, taken for the

factor analysis.

Factor Analysis

Following tables (Table: 6, 7, 8 and 9) and figure

(Figure 1) are the part of the Factor Analysis.

Table: 6 Communalities

Communalities

Initial Extraction

Fog Lamps� .254� .315

GPS� .076� .086

Parking Assistance� .339� .458

Rear Camera� .380� .478

ABS� .358� .437

Air Bags� .247� .326

All Power Window� .226� .226

Music System� .228� .652

More Luggage Space� .398� .867

More Boot Space� .396� .395

Extraction Method: Principal Axis Factoring.


Screen Plot : It is a plot of eigenvalues and

component (factor) number according to the

order of the extraction. This plot is used to

determine the optimal number of factors to be

retained in the final solution. For an appropriate

factor analysis model, this plot looks like an

intersection of two lines (Figure 1).

It clearly shows that the factor on the steep slope

should be retained in the model and the factors

on the shallow slope can be excluded from the

model because these factors contribute

relatively little to the factor model. As per the

research the Figure: 1 shows that there factors

should be retained and rest can be removed.

Communalities: It indicates the amount of

variance a variable shares with all other

variables taken for the study. This is also

proportion of variance explained by the

common factors. Table 6 shows the findings of

the research.


Figure 1 : Screen Plot


35

Factor Matrix : Factor matrix table contains the

factor loadings for each variable taken for the

study on un-rotated factors. (Table 7)

For research purpose ten independent variables

have been selected. Through factor analysis

conversion of these variables in few groups of

variables called factors has been done.

Exploratory factor analysis with principle axis

factoring also Varimax rotation method with

Kaiser Normalization was taken. It was

Table 7 : Factor Matrix


Rotated Factor Matrix: It shows process of

manipulation or adjusting the factor axes to

achieve a simpler and pragmatically more

meaningful factor solution. (See Table: 8)


Table 9 : Factor Transformation Matrix

Table 8 : Rotated Factor Matrix


Factor Matrix

Factor

1 2 3

Rear Camera .647

Parking Assistance .621

ABS .602

Fog Lamps .513

Air Bags

All Power Window

GPS

More Luggage Space .739

More Boot Space

Music System .632


a. Attempted to extract 3 factors. More than 25 iterations required. (Convergence=.015). Extraction was terminated.

Factor

1 2 3

Rotated Factor Matrixa

Parking Assistance .657

Rear Camera .641

ABS .634

Air Bags .565

Fog Lamps .547

GPS

More Luggage Space

More Boot Space

Music System .791

.929

.584

All Power Window

Extraction Method: Principal Axis Factoring. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

Factor Transformation Matrix

Factor 1 2 3

1 .797 -.450 -.403

2 .559 .802 .209

3 .229 -.392 .891


Rotation Method: Varimax with KaiserNormalization.


Factor Number

Scree Plot

3

2

1

0

1 2 3 4 5 6 7 8 9 10

Eig

env

alu

e

36

Conclusion

Overall three factors have been incorporated

through research findings. (See Table: 9) In

totality 10 variables were considered but

according to our research findings, it has been

observed that out of 10, only 8 variables have

been influencing one. Three factors have been

considered here by grouping few variables, i.e.

Safety Constraint is the First factor which

includes Parking Assistance, Rear Camera, ABS,

Air Bags, Fog Lamps, Second factor is Space

Constraint which includes More Luggage Space,

M o r e B o o t S p a c e a n d T h i r d F a c t o r

Entertainment Constraint includes Music

System. Each one has great relevance in terms of

identifying the important factors that influence

the demand of the customers for medium

segment car. The study will be helpful for

further analysis for researchers as well as

medium segment car manufacturing company.

Limitations

The study is based on medium segment cars and

targeted population is Gujarat state only.

Results may vary and one can get clear picture if

more states and other segments of cars are

included in the study.

References

Aghdaie, S. F., & Yousefi, E. (2011). The

Comparative Analysis of Affecting Factors

on Purchasing Domestic and Imported Cars

in Iran Market - Using AHP Technique.

International Journal of Management

Studies, III (2), 142-150.

Anjum, F. (2013, March 18-20). Buying Behavior

and Customer Satisfaction of Hyundai Cars

in Hyderabad Ci ty . Internat ional

Conference on Technology and Business

Management , 30-35.

Bauer, H., & Hermann, A. (1955). Market

Demarcation: Theoratical framework and

results of an emoirical investigation of the

German car market. European Journal of

Marketing, XXIX (11), 18-34.

Cooper, D. R., & Schindler, P. S. (2010). Business

Research Methods (9th Edition ed.). New

Delhi: Tata McGraw-Hill.

Devi, N. Y., Gomathy, C., & Krishnakumari, R.

(2013). A Study on Consumer Preference

and Satisfaction Towards Sedan Cars in

Coimbatore City. International Research

Journal of Business and Management, IV,

36-43.

Dua, K. (2013). A Study of Customer Satisfaction

FactorNo

Name of theFactor

Grouped Variables

Factor 1 SafetyConstraint

Parking Assistance, Rear Camera, ABS,

Air Bags, Fog Lamps

Factor 2

SpaceConstraint

More Luggage Space, More Boot Space

Factor 3 Entertainment Constraint

Music System



attempted to extract 3 factors and for that more

than 25 iteration were done and finally the

extraction was terminated. These factors can be

checked based on Table: 8. Here it was found

that three factors among that Factor 1 which can

be named as Safety Constraints includes the

variable called Parking Assistance, Rear

Camera, ABS, Air Bags, and Fog Lamps, the

Factor 2 which was named as Space Constraints

includes the variables called More Luggage

Space and More Boot Space and the Factor 3

which was named as Entertainment Constraints

includes the variable Music System. Here two

variables GPS and All Power Windows were

deleted. (See Table 9)

Table 10 : Name of Factor

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38

Abstract

Women in India constitute 50% of the total population and contribute

enormously toward the economic development of the nation. The

participation of these women is mostly in informal and unorganized

sector. It has been realized in last few years that the widespread poverty

and stunted economic growth cannot be rectified unless gainful

sustainable economic activity by women are encouraged. It is natural that

women need special attention and focus. Cutting and tailoring is one of

the avenues for self-employment which require less of basic and technical

education, minimum infrastructure and moderate financial needs.

Clothing construction is a technical accomplishment, which requires

knowledge of fabrics, principle of clothing construction and skills

involved in it. Proficiency in the art of cutting and tailoring is an essential

pre-requisite in clothing construction, it is very important to know the

techniques of cutting and tailoring for producing attractive garments.

Cutting and tailoring is very common in almost every Indian household

and girls learn this art from their elders. Therefore, the present study has

been planned with the objective to study the socio-economic profile of the

respondents and to analyze the overall satisfaction of trainings. The

present study was conducted in Haryana state. Hisar, Hansi and

Adampur blocks were selected purposively for the present study. Hisar

from Hisar block , Sadaplur from Adampur block and Hansi from Hansi

block were selected for cutting and tailoring activities to Scheduled Caste

women by Krishi Vigyan Kendra, Sadalpur. Therefore, thirty

respondents from each village were selected. Thus comprising a total

sample of 90 respondents. Most of the respondents had annual income

upto Rs. 5,000 and were landless. Majority of the respondents had high

change proneness, medium risk orientation and entrepreneurial

Overall Satisfaction of Women towards Cutting and Tailoring Trainings

Organized by Krishi Vigyan Kendra

Kiran Bala

Ph.D Scholar

EECM, MPUAT University, Udaipur

Jyoti Rani

Ph.D Scholar

EECM, CCS, HAU, Hisar


39

motivation. Entrepreneurial decisions were taken jointly by the family. Most of the respondents had low

mass media exposure, medium localite sources and medium cosmopolite sources of information source of

utilization. Respondents were found to be highly satisfied towards training programme. It also indicates

that respondents were highly satisfied about the subject matter taught/covered and quality of trainer

made available to them during training programme.

Proficiency in the art of cutting and tailoring is

an essential pre-requisite in clothing

construction. It is very important to know the

techniques of cutting and tailoring for

producing attractive garments. Cutting and

tailoring is very common in almost every Indian

household and girls learn this art from their

elders. The Krishi Vigyan Kendra (KVK) is an

educational institution which offers a very good

opportunity to farmers and farm women by

organizing trainings to work closely with

trainees in developing a more skilled and

educated workforce. KVK has to impart and

adopt both on-campus and off-campus

trainings. The training programmes of KVK are

multipurpose to cover not only the varied needs

of a person but also the entire needs of a village

or community. KVKs impart trainings and

education with a view to raise the level of

knowledge, attitudinal changes and testing and

transferring of recommended improved farm

and home so as to bridge the gap between

production and productivity and also to

increase self employment opportunities among

the farming community especially to rural

women. KVKs not only motivate them for

starting their enterprises but also help them to be

empowered. Therefore, the present study has

been planned with the following objectives:

1. To study the socio-economic profile of the

respondents.

2. To analyze the satisfaction level of training.

Keywords: Satisfaction, Training, Cutting and Tailoring

Introduction

Women in India constitute 50% of the total

population and contribute enormously toward

the economic development of the nation. The

participation of these women is mostly in

informal sector. It is natural that women need

special attention and focus in informal and

unorganized sector. It has been realized in last

few years that the widespread poverty and

stunted economic growth cannot be rectified

unless gainful sustainable economic activity in

women are encourages. The Scheduled Castes

comprise about 16.6 percent of India's population

(according to the 2011 census). Haryana stands at

fifth position having large schedule caste

population. The total population in Haryana of

Schedule caste is 40.91 lakhs consisting 19.35% of

the state population about 78% of the schedule

caste population live in rural areas. Schedule caste

constitutes the weakest and poorest section of

society. For upliftment of schedule caste both

central and state government have taken great

interest for capacity building of scheduled caste

women in different areas in order to make them

self-reliant.

Cutting and tailoring is one of such avenues for

self-employment which require less of basic and

technical education, minimum infrastructure

and moderate financial needs. Clothing

construction is a technical accomplishment,

which requires knowledge of fabrics, principle

of clothing construction and skills involved in it.


40

Limitations of the study

The present study was undertaken as a student

research programme and hence it has some

limitations of resources, particularly time and

money. The problems become more acute when

a field study is done by a female student

requiring a lot of field visits. Due to this reason,

the study was confined with two blocks and one

village with sample of 90 respondents. Also, the

research study is based on the responses of the

respondents; therefore, the objectivity of the

study is limited to their ability and their honesty

in furnishing the required information.

Review of literature

Gulati et al. (2009) conducted two trainings in

urban areas and two in rural areas of Hisar to

study the opinion of the trainees regarding

drafting and paper pattern technique. The

trainees opined that garment construction can

be taken up as an income generating activity if

paper patterns of different sizes are easily

available. Majority of trainees had high opinion

about paper patterns on the other hand 63.33 %

had low opinion about drafting technique

because illiterate ladies with low educational

level could not do calculations for drafting and

taking body measurements was also a difficult

task hence drafting of kameez-salwar could not

be done properly.

Yadav (2009) concluded that majority of

scheduled caste rural women had low level of

knowledge about the message of processing of

milk and milk products. While at post-

exposure, majority gained medium knowledge

about most of messages. The adoption feasibility

of processing milk and milk products

technology by rural SC women was of medium

level by 56.68 percent respondents followed by

high (24.16%) and low (19.16%).

Fischer and Ronald (2011) stated that open-

mindedness is a significant moderator of

training effectiveness. He found that training

become more successful if the participants and

trainer work with open-mindedness.

Saroj (2011) stated that all the independent

variable were non significantly correlated with

watering, wallowing and bathing, housing

management of cattle shed, animal health,

milking and milk product preparation and farm

management and accounting.

Goel and Sodhi (2013) concluded that education

level, farming experience and extension media

contact had positive influence on the knowledge

gain of the participants.

Malik (2014) reported that regarding the

association of gain in knowledge and change in

attitude with independent variables it was

found to be positively and negatively significant

at 0.05 per cent level of significance.

Mistry et.al. (2015) concluded that the positive

and significant relationship was exhibited by

education, social participation, land holding,

annual income, occupation and heard size with

adoption of green gram cultivation technology.

Research methodology

The study was conducted in Hisar district of

Haryana state purposively. Hisar district was

selected purposively as KVK Sadalpur is

organizing training for scheduled caste women

at regular intervals. Hisar, Adampur and Hansi

blocks were selected purposively for the present

study. Hisar from Hisar block, Sadaplur from

Adampur block and Hansi from Hansi block

were selected for imparting training to

Scheduled caste women by Krishi Vigyan

Kendra, Sadalpur . Therefore, three trainings


41

imparted by home scientist of Krishi Vigyan

Kendra, Sadalpur were finally selected for the

present study comprising of 30 scheduled caste

women each for the present study. Thus total

sample of respondents was 90 trainees hailing

from different villages of Hisar district for the

cutting and tailoring training. A well structured

interview schedule was constructed for data

collection on the basis of objectives, independent

and dependent variables of the study. As per

requirements of the study, socio-personal,

economic, psychological and communication

variables namely age, education of respondents,

family education status, marital status, caste,

house type, family size and type, annual income,

land holding, change proneness, economic

motivation, risk orientation, mass media

exposure and information source utilization

were selected as independent variables. A well

structured interview schedule was constructed

for data collection on the basis of objectives,

independent and dependent variables of the

study. The collected data was quantified and

interpreted by using suitable statistical tools

such as frequency, percentage, weighted mean

score, rank, paired't' test and chi-sqaure as per

objectives of the study.

Overall satisfaction level: Satisfaction level of

training was measured in terms of subject matter

covered in the specific training, physical

facilities provided during the training and

quality of trainer. Thus overall satisfaction level

was calculated by total of all three aspects that is

subject matter, physical facilities and qualities of

trainer of each component.

Results and discussion

The results of the present investigation in

accordance with the objectives, inferred through

the use of prescribed methodology and standard

tools. The results have been presented under the

following heads:

A. Socio-personal profile of the respondents

The percentage distribution of the respondents

according to their socio-personal, economic,

psychological and communication profile have

been incorporated in Table -1.

Sr.

No.

Variables and category Hisar

n=30

Hansi

n=30

Sadalpur

n=30

Total

N=90

f % f % f % f %

1. Age

Young ( 16-27 ) 21 70.00 23 76.67 22 73.33 66 73.33

Lower middle ( 28-39years ) 07 23.33 06 20.00 08 26.67 21 23.33

Upper middle (40years

above )

02 06.67 01 03.33 - - 03 03.34

Table 1: Socio-personal profile of the respondents


42

2. Education

Illiterate 02 6.67 01 03.33 01 03.33 04 04.44

Primary 06 20.00 02 06.67 04 13.34 12 13.34

Middle 07 23.33 13 43.33 07 23.33 27 30.00

Secondary/Ser.Sec. 12 40.00 11 36.67 12 40.00 35 38.89

Graduate 03 10.00 03 10.00 06 20.00 12 13.33

3. Marital status

Married 20 66.67 19 63.33 19 63.33 58 64.44

Unmarried 10 33.33 11 36.67 11 36.67 32 35.56

4. Family Type

Nuclear 30 100.00 30 100.00 30 100.00 90 100.00

5. Family size

Small ( 0-4 members ) 08 26.67 18 60.00 17 56.67 43 47.78

Medium ( 4-6 member ) 15 50.00 12 40.00 12 40.00 39 43.33

Large ( above 6 ) 07 23.33 - - 01 03.33 08 08.89

6. Family education status

Low (0.71-2.31) 09 30.00 09 30.00 17 56.67 35 38.89

Medium (2.32-3.91) 12 40.00 14 46.67 07 23.33 33 36.67

High ( 3.92-5.00) 09 30.00 07 23.33 06 20.00 22 24.44

7. Family occupation

Agricultural labourer 20 66.66 23 76.67 24 80.00 67 74.44

Business 03 10.00 01 03.33 - - 04 04.44

Government service /Private service

07 23.34 06 20.00 06 20.00 19 21.11

8. Social participation

No membership 27 90.00 29 96.67 28 93.33 84 93.33

Member of a formal

organization 03 10.00 01 3.33 02 6.67 6 6.67

9. House type

Kaccha 07 23.33 05 16.67 09 30.00 21 23.34

Pucca 15 50.00 12 40.00 12 40.00 39 43.33

Mixed 08 26.67 13 43.33 09 30.00 30 33.33

10. Material possession

Low 12 40.00 17 56.67 12 40.00 41 45.56

Medium 11 36.67 10 33.33 12 40.00 33 36.66


Source : Author's Computation

43

Most of the respondents (73.33%) were of

y o u n g e r a g e g r o u p , e d u c a t e d u p t o

secondary/ser.sec. (38.89%) were married

(64.44%) having low family education status

(43.33%), small sized nuclear families (47.78%).

Majority of the respondents (74.44%) had

Table 2: Economic, Psychological and Communication profile of the respondents

Sr.

No.

Variables and category

Hisar

n=30

Hansi

n=30

Sadalpur

n=30

Total

N=90

f % f % f % f % 1. Monthly income

Up to Rs. 5,000 22 73.33 20 66.67 22 73.33 50 55.56

Rs. 5,001 to 10,000 08 26.67 10 33.33 08 26.67 40 44.44

2. Land holding

Landless 25 83.34 30 100.00 27 90.00 82 91.12

Marginal (up to 2.5 acre) 02 6.67 - - 02 06.67 04 04.44

Small (2.5-5 acre) 01 3.33 - - - - 01 01.11

Medium (5-7.5acre) 01 3.33 - - - - 01 01.11

Large (above7.5 acre) 01 3.33 - - 01 03.33 02 02.22

3. Milch animals

Nil 14 46.67 28 93.33 22 73.33 64 71.11

1-2 16 53.33 02 06.67 08 26.67 26 28.89

4. Change proneness

Low (0-8) - - 01 03.33 03 10.00 04 04.44

Medium (8-16) 05 16.67 13 43.33 15 50.00 33 36.67

High (16-24) 25 83.33 16 53.34 12 40.00 53 58.89

5. Risk orientation

Low (0-6) - - 03 10.00 05 16.66 08 08.89

Medium (6-12) 23 76.67 16 53.33 14 46.67 53 58.89

High (12-18) 07 23.33 11 36.67 11 36.67 29 32.22

6. Entrepreneurial motivation

Low (0-8) - - 01 03.33 03 10.00 04 04.44

Medium (8-16) 25 83.33 21 70.00 14 46.67 60 66.67

High (16-24)

05

16.67

08

26.67

13

43.33

26

28.89


agricultural labourer as their main family

occupation and monthly income upto Rs. 5,000

(55.56%) and had pucca house (43.33%).

Majority of them (93.33%) had negligible social

participation and landless (91.12%).

44

B. Satisfaction level of respondents toward

training

It was measured in term of following

parameters and the findings are explained

accordingly.

a) Subject matter b) Physical facilities

c) Quality of trainer

a) Subject matter:

With regard to perception of respondents about

subject matter of training programme (Table 3)

it is observed that respondents were highly

satisfied about the subject matter during

training programme. Almost similar scores

were observed for Hisar, Hansi and Sadalpur

separately indicating relevance of subject matter

covered during training.

7. Entrepreneurial decision making

Self 01 3.33 02 06.67 - - 03 3.33

Husband 08 26.67 01 03.33 03 10.00 12 13.33

Jointly 13 43.33 15 50.00 15 50.00 43 47.78

Parents 08 26.67 12 40.00 12 40.00 32 35.56

8. Communication variables

(a) Mass media exposure

Low 27 90.00 28 93.33 30 100.00 85 94.44

Medium 03 10.00 02 06.67 - - 05 05.56

9. Information source

utilization

(a) Localite sources

Low - - 01 03.33 25 83.33 26 28.89

Medium 25 83.33 23 76.67 05 16.67 53 58.89

High 05 16.67 06 20.00 - -- 11 12.22

(b) Cosmopolite sources

Low 15 50.00 08 26.67 05 16.66 28 31.11

Medium 12 40.00 14 46.67 14 46.67 40 44.44

High 03 10.00 08 26.67 11 36.67 22 24.44

The results of economic, psychological and

communication profile of the respondents have

been presented in Table -2. The data presented

in table -2 indicate that Majority of respondents

(58.89%) were falling in high category of change

proneness, medium risk orientation (58.89%)

and medium entrepreneurial motivation

(66.67%). Less than half of the respondents

(47.78%) took entrepreneurial decisions jointly.

Most of the respondents (94.44%) were having

low mass media exposure, medium localite

sources of information utilization (58.89%) and

medium cosmopolite sources of information

utilization (44.44%).



45

Table 3: Perception of women about subject matter of training

Sr.

No. Parameters

Hisar

n=30

Hansi

n=30

Sadalpur

n=30 Total

N=90

W.M.S.

Rank

1. Relevant to trainees need 2.70 2.33 2.53 2.53 I

2. Training content comprehensive 2.20 2.33 2.56 2.36 II

3.. Practical utility 2.26 2.16 2.03 2.15 VI

4. Timely 2.43 2.16 2.16 2.25 III

5. Useful to trainees 2.33 2.13 2.20 2.22 IV

6. Properly understood by trainees 2.50 2.23 2.20 2.20 V

7. Appropriate subject matter 2.03 2.23 2.16 2.14 VII

b) Physical facilities:

Respondents were highly satisfied about the

physical facilities used during training

programme (Table 4) with proper sitting

arrangement of training (2.37 W.M.S. ranked I),

Table 4: Perception of women about physical facilities used during training

Sr.

No. Parameters

Hisar

n=30

Hansi

n=30 Sadalpur

n=30 Total N=90

W.M.S.

Rank

1. Proper Sitting arrangement 2.56 2.23 2.33 2.37 I

2. Convenient venue/ location 2.10 2.20 2.30 2.20 IV

3. Supply of training inputs 2.20 2.20 2.36 2.25 III

4. Demonstration facilities 2.36 2.23 2.20 2.26 II

5. Post training support facilities 2.03 2.13 2.16 2.12 VI

6. Child care facilities at training 2.10 2.23 2.16 2.16 V

c) Quality of trainer :

It is observed in Table 5 that respondents were

highly satisfied about quality of trainer in

respect of interest of the trainer with (2.57



availability of demonstration facility (2.26

W.M.S. ranked II), supply of training inputs

(2 .25 W.M.S . ranked I I I ) , convenient

venue/location (2.20 W.M.S ranked IV)

respectively.

W.M.S. ranked I), experienced trainer (2.47

W.M.S. ranked II) and adequate knowledge of

subject matter(2.36 W.M.S. ranked III)

respectively.


46

Table 5: Quality of trainer of the training

Sr.

No

Parameters Hisar

n=30

Hansi

n=30

Sadalpur

n=30

Total

N=90

W.M.S.

Rank

1. Interest of the trainer 2.76 2.53 2.43 2.57 I

2. Adequate knowledge of subject matter 2.22 2.46 2.40 2.36 III

3. Clarity in expression 2.16 2.43 2.20 2.26 VI

4. Cordial relation 2.20 2.30 2.10 2.20 IX

5. Confidence 2.26 2.20 2.36 2.27 V

6. Teach one idea at a time 2.13 2.30 2.33 2.25 VII

7. Experienced trainer 2.73 2.26 2.40 2.47 II

8. Oriented to field problem 2.30 2.26 2.33 2.30 IV

9. Effective communication 2.13 2.23 2.30 2.21 VIII

C. Overall satisfaction level

Table 6 depicts that respondents were found to

be highly sat isf ied towards training

programme. It also indicates that respondents

were highly satisfied about the subject matter

Table 6: Overall satisfaction of women towards training

Sr . No. Aspects Hisar W.M.S.

n=30 Hansi W.M.S.

n=30 Sadalp ur W.M.S.

n=30

1. Subject matter 2.35 2.24 2.26

2. Quality of trainers 2.32 2.33 2.35

3. Physical facilities 2.22 2.20 2.25



taught /covered and physical facilities made

available to them during training programme.

In case of quality of trainer respondents were

highly satisfied in all the three trainings also.


47

Conclusion

Empowerment in the context of women's

development is way of defining, challenging

and overcoming barriers in a women's life

through which she increases her ability to shape

her life and environment. It has been realized in

last few years that the wide spread poverty and

stunted economic growth cannot be rectified

unless gainful sustainable economic activity in

women are encouraged. Thus, it is natural that

women need special attention and focus. Most

of the respondents had annual income upto Rs.

5,000 and were landless. Majority of the

respondents had high change proneness,

medium risk orientation and entrepreneurial

motivation. Entrepreneurial decisions were

taken jointly by the family.

Most of the respondents had low mass media

exposure, medium localities sources and

medium cosmopolite sources of information

source of utilization. Findings of the study

showed that majority of respondents were of

young age, educated up to secondary and senior

sec., were having small family size, mostly were

landless had low mass media exposure,

medium risk orientation , change proneness

and entrepreneurial motivation. Respondents

were highly satisfied about subject matter and

quality of trainer. Findings of present study are

in conformity with those of Akansha (2006) and

Rangi (2004). Results of the present study

further revealed that respondents were highly

s a t i s f i e d a b o u t t h e s u b j e c t m a t t e r

taught/covered and quality of trainer made

available to them during training programme.

Similar results were arrived at by Akansha

(2006).

References

Akansha (2006). Appraisal of trainings under

central training scheme 'Women in

Agriculture'. M.Sc. Thesis, CCS Haryana

Agricultural University, Hisar.

Census of India. 2011.

Rangi, M. (2004). Potentiality of flower

cultivation by rural women in Haryana. Ph.

D. Thesis, CCS Haryana Agriculture

University Hisar.


Figure 1 : Overall satisfaction of women towards training

Source : Table 6

Hisar Hansi Sadalpur

2.4

2.35

2.3

2.25

2.2

2.15

2.1

Wei

gh

ted

mea

n s

core

Physical facilitiesQuality of trainersSubject matter

48

Abstract

In general, business practices in past were not based on current trend of "unfair

business practices", Parties used to follow their words as ultimate duty. With

passage of time, the practices started to take on form of different imperatives in

dealing with business practices as well as in other legal transactions. They

started behaving ineffectively and disputes arising out of this kind of disputes

and dissolution in front of governance/sovereign was the result. In 1872,

India was regulated by codification of contractual law. Remedies were provided

against contractual breach of parties and mutual transactions. The codification of

the contractual law explains rights and responsibilities arising from private

contracts of parties. In era of globalization, private transactions are happening

massively that individual private contracts cannot be done in a practical way to

regulate them, nor the reasons mentioned in codified form of contractual

procedure are standard form of contract. The standard format of contract was

not codified, but it became practical at wide level that now it is time that

following facts to be considered:

a) Practicality b) Legal justification

c) Characteristics d) Behavioral System

e) The tendency of exploitation f) Future of Standard Contracts

g) New dimensions beyond the h) Statutory Pre Censorship trends of exploitation in standard contracts

The present paper critically examines the aspects of standard format of

contracts vis a vis the exponential change in business practices and

contractual obligations.

KeyWords: Standard Contract, Unfair Trade Practices, Codification,

Private Transactions, barter System, Interpersonal Transactions,

Exploitation, Natural Necessity

The standard format of Contract: A bane in the times of Globalization

Dr. Manish ShrimaliAsst. Professor

Pacific School of Law, PAHER University, Udaipur

Neelima AroraResearch Scholar

Faculty of Law JNV University, Jodhpur

Dr. Rahul VyasCoordinator

Pacific School of Law, PAHER University, Udaipur


49

creates business needs and turns them into

interdependent behaviors. In this way trade, has

completely subdued human behaviors. And

now human behavior has become a mere

business but it cannot be understood to mean

that the business is completely independent.

Governance / securities has regulated business

practices.

The Concept of Standard Contract

& Contractual Compulsions : A

Legal and Social Analysis

In this era of globalization it has become

necessary to determine the legality in order to

regulate the compulsion of interdependence. In

order to fulfill the basic needs of the person, he /

she first became so confused in the depth of the

totality of the complexity of the dependencies,

that now the fulfillment of these natural needs

has also become a problem.

For this reason, the obligation to the interchange

of returns and interdependent behavior became

the basis of the lifeline of civil societies. But

practically, these inter-dependents never

believed in ethics or behavior and presently the

legal form is prevalent.

In this way, these inter-dependent relations in

the practical form have been identified in the

term 'professional legal technology' and the

contract has played an uneven role in the

revolutionary changes in the human gradual

development order. In the current business era,

the contract has assumed its standard form,

because reasons like necessity, compulsion and

expedition forwarded a facilitative approach to

reducing the contract from technical and

complex obligations, as a result of which the

standard form of contract is widely practiced.

Introduction

At present, global interdependence is

expanding with such velocity that human

behavior is marching forward towards

materialist loyalty from the primacy of

traditionalism. This sequence is so intensely

accentuated in a few decades, from the village

level of business practice to the global level that

the entire global level has been reconciled to the

level of the village, Globalization has

transformed the behavioral business practice.

Human civilization introduced the behavior

chain in a systematic process to regulate its

socio-cultural development order. Family needs

were fulfilled from the family, social needs were

satisfied by cooperation and collaboration and

the village or local needs through public

part ic ipat ion. By ful f i l l ing a s t rong

(empowering) social life as an ever ideal /

standard pattern for adoption and attempted to

further transfer this from generation to next

generation. Thus, the general need always limits

the dependence of individuals. Indian life

philosophy gave a global identity to the social

harmony. If studied in Indian perspective, it is

found that the philosophy of Indian society is

the transformation of the behavior of

individuals, Along with this, interrelation

constitutes a social structure.

It is a simple rule of nature that changes occur

over time, Due to this, the interdependence of

behaviors in the Indian social structure widely

impacted the dynamic sector of trade. And now

the business sees the dependence of society and

people's interactions as an opportunity, not only

in Indian perspective, but also on the global

scene. In ancient times the inter-dependence of

behaviors was based on necessity. Today, this

assumption is changing completely. Now it


50

Compulsory Requirement of

Standard Contract

Due to increasing business activities, autonomous

retention of technical dimensions of the contract is

practically a misleading hypothesis, because in the

business activities, a series of transactions from the

same party occur. And, in today's competitive era,

if you started to follow the technical vocabulary

literally, somewhere, the business objective

becomes secondary.

Thus, without the codified legal dimension, the

question of practical appropriation will lead to

business-related problems and the society will

only be confused with the technical terminology

of the contract, but only on the basis that the

obligatory requirement is given to be operational.

Their practical use is beyond one-sided

exploitation and the existence of a standardized

contract can be codified and meaningful on the

technical grounds and prevailing beliefs of the

contractual method. The circulation of standard

contracts is based on converting and prevailing

legalistic principles. Therefore, the compulsory

requirement of the concept of standard contract

can be divided into two perspectives:

• Positive Attitude

• Negative Outlook

Positive Approach : Currently, the standard

contract helps virtually complete the intervals of

the obligations of the legal and technical

obligations of the contract, due to this, the legal

challenges of the terms of the contract can be

completed. These can regulate business and

private trades involving the country irrespective

of the time and circumstances and with the help

of no interruption, the legality of the contract can

be fulfilled, through which the parties of the

contract should be aware of their rights and

codified legality maintain credibility with the

system smoothly. Thus, the positive attitude of

standard contract can be classified as follows

Legal justification Professional appropriateness

Social Approach / Appraisal National

Cooperation / Developmental Approach

Legal Approach

The contract is a developmental approach,

which is essential for the satisfaction of the basic

needs of human civilization on a global scale. So,

the legal and behavioral aspect of the contract

cannot be denied in any way, due to which

business moves forward, A practical and

theoretical compulsion for treating the

contractual obligation of the codified legal

system, in compliance with the contract and

treating the breach has thus been implemented.

For this reason the significance of the contract

gained the basis of business impact, the contract

gave birth to distortions and the practice of

contract breach began in place of contractual

practice. So, the legislation started providing

legal and technical dimensions to the contract.

But the technological requirements of

contractual obligations in the codified law

system cannot be met virtually.

Generally, it is observed that the technical

requirements of the contract that can be

implemented easily. But, in this era of

globalization, where the level of business has

become international, a verbatim adherence to

the legal technical terminology of contracts of a

complex business practices leads to entangled

contracts. Therefore, it became a business

requirement to facilitate this complex process in

some way. That is why, practically the

determination of practical standards for the

business at the same level has started, thereby

facilitating business practices in this era of


51

globalization the following standards are being

put into practice

• Easy access to the contract

• Equal approach to similar behaviors

• New dimension of contract

• The legal obligation of parties

• The smooth process of contract execution

• Easy legal treatment on contract breach

Professional Suitability

Without the contract, the concept of business is

totally misleading because the base of the

business is dependent on the contract. In order to

regulate the dependence of transactions in the

business, the parties need reliability, which is

possible only through a valid contract. Therefore,

one cannot separate the existence of the contract

from the business sector.

In practical terms, the use of the contractual law is

the same for regulating the normal transactions,

so also in the business field. Mutual transactions

between parties are created and performed on the

basis of faith apart from exceptional

circumstances. The implicit point in regulating

the transactions and their execution, is the belief

that the discharge of legal obligation is included

and therefore the codified contractual law.

The contribution of the business sector in the

form of evolution of standard contracts is

enormous. Because the compliance of the

technical and legal conditions of the contract is a

complicated process for any business units but

due to necessity and compulsion these business

units and parties thereto had to create a

systematic procedure.

Currently the standard format of the contract

has been operative widely in such a manner that

it is adopted by parties or the series of contracts

being made from a single contract or by the

respective business units this standard form of

contract is practiced.

Social Approach

In this era of globalization, business has become

an inherent part of society and business cannot

be thought of only a transaction with society,

because today society can exist on the strong

shoulder of business. Whether the civilization is

primitive or evolved, business has always

existed in some form or other, due to which the

parties have been present either directly or

indirectly. And focusing on the primitive age

trading systems, it is found that the barter system

was a commodity regulation in trade practice.

The item regulation itself is a form of contract,

which is either written or verbal. Generally, the

oral contract itself is a standard form of a type of

contract, which fundamentally expresses that

whosoever is being executed by contractual

parties, this is important today also for :

• Comprehensive public support,

• Help in ensuring social security.

Developmental Approach

The foundation pillar for the development of a

nation is the social level of the members of the

nation and this social level encourages the

development of business. The inherent

dependence of society facil i tates the

complexities of the business and the business

takes up to the summit and this is the level

where the nation is involved in the mainstream of

development. Thus, the development of the nation

relies solely on the social activities and occupations

in the nation. Society and business have an

important contribution in the formation of a

developed nation, and the development of

business is also possible where society encourages

a positive nature. Generally, mass public


52

cooperation for public utility business enterprises is

expected and it relies on public interest in public

interest schemes. These beneficial schemes

depend on the human nature of the contract, so

the standard nature of the contract indirectly

reflects the stability of the business units and the

strong business dimension determines the

development of the nation.

Negative Attitude of Standard

Contract

The creation of series of contracts in the business

sector is a part of general practice. For this

reason, the adherence to the conditions of

contract is virtually unrealistic, resulting in a

standard contract, but for the positive purpose.

The purpose was always neglected because in

the contracts with the parties, that kind of

behavior is lacking in standard terms.

Somehow, in practical terms, the standard

contract creates one-sided prejudice and the

subject of second party exploitation remains.

Practically human self-interest cannot be

destroyed. It is impossible and one-sided

exploitation always keeps alive and because of the

typical characteristic directly or indirectly, the

standard contract always implicates the

contractual rights of the public. The requirement

of the parties is usually changed into compulsions

and so no codified legal grounds of the standard

contract have been submitted till date.

Suggestions

The present era of liberalization in which

competition is so intense that any business

establishment that is against the consumer will

be out of the market. So, the standard contract

has now shifted to the interest of the consumer.

Even though there are many flaws in the standard

contract, this is an effective way for specific

contracts that can be attained by achieving the

business objectives and making it universal for the

masses. The form of standard contract can prove to

be effective for establishing a healthy form of

contracts such as life insurance. The importance

can be expressed in the following points:

• Prevent, exploitation of society by misuse

of standard form.

• Generating public awareness of standard

contract and educating the public about

contractual rights.

• To know the need for legal scrutiny before

using the standard contract so that the

interests of the consumer and society can

be protected,

• Detailed analysis of contractual and

standard contracts.

• The standardization of globalization on the

contract.

• Legal future of standard contract

References

http://lawcommissionofindia.nic.in/ 101-

169/Report 103.pdf.

http://lawcommissionofindia.nic. in/1-

50/Report13.pdf.

http://lawcommissionofindia.nic.in/reports/r

ep199.pdf.

h t t p : / / w w w . c c i . g o v . i n / s i t e s /

default/files/cci_pdf/competitionact201

2.pdf.

http://ncdrc.nic.in/bare_acts/Consumer%20P

rotection%20Act-1986.html.


53

Abstract

The ancient art of Bandhej is a tie and dye method vastly practised in the

state of Rajasthan in India. The art of tie and dye is used to render

beautiful colours to a simple looking fabric. It is a traditional art which is

practised as a familial occupation and is passed on through generations.

The production process of a Bandhej garment involves various steps

which involve artisans with various skills, and are characterised by a

sexual division of labour. Women are predominately the tiers, while men

are mostly engaged in designing and dyeing.

The community of Bandhej workers in the city of Jodhpur, Rajasthan was

the main focus of this study. The history of Bandhej work in Jodhpur is as

old as the city itself. The study was carried out with the women of artisan

communities of two main identity groups in Jodhpur, namely, the

Chadhwas and the Kyamkheni. These communities have been involved

in Bandhej work since centuries. Over the past few decades a lot of

changes have taken place in the livelihood of the community of Bandhej

workers. Expanding markets and increasing demands have all changed

the way Bandhej is produced and marketed, and have lead to changes in

the process of production and brought about product diversification. This

in turn has resulted in a change in the working patterns of artisans

specifically and for the community as a whole.

The findings of the study include emerging trends in the Bandhej

industry. The study traces the community's experiences with changing

patterns of their livelihoods. As women artisans form an important part

of the Bandhej industry, the study also focused on gaining an

understanding of the gendered roles and relations and their influence on

women's lives and livelihoods.

Keywords: Bandhej, traditional craft practices, livelihood, women

artisans

Bandhej and Contemporary ArtisanalLivelihoods: A Gendered Perspective

Kritika SinghStudent

Dr. Swati Banerjee

Associate Professor

Centre for Livelihoods and Social Innovation

Tata Institute of Social Sciences, Mumbai


54

Introduction

Bandhej is a household-based industry. It is a

traditional art which is passed down through

generations. Entire households, with several

generations of family members, tie and dye

together. The process of manufacturing involves

artisans with different skills- mainly designing,

tying, and dyeing. Like other traditional

handicrafts, Bandhej work also involves a

gendered division of labour. The act of tying is

predominantly done by women. This is the

primary livelihood of women in the community

of Bandhej workers.

Handicrafts have both cultural and economic

importance. Their cultural significance lies in

preserving tradition, inherited skills, as well as

the art itself. On the economic front, its

importance lies in low capital investment, high

employment potential, many options for value-

addition, and its potential for export and foreign

exchange earnings. The handicraft sector plays a

significant role in the country's economy and

provides employment to more than 7.3 million

people; mostly from rural and semi- urban

areas. Based on historical trends, the handicrafts

sector is expected to grow by 16 percent during

2017–2022 (NSDC, 2013). It is also among India's

main foreign exchange earners.

However, this sector is the largest unorganized

and decentralized sector of the Indian economy.

In spite of the growing importance of

handicrafts in the economy, employment, and

development, millions of artisans who produce

these goods still have to struggle for the basic

amenities of life. Out of the total artisans, 24.16

percent are from the scheduled castes, 4.18

percent from the scheduled tribes, and 22.9

percent belong to minority groups. The

handicraft sector largely comprises of women

workers and artisans from the weaker sections

of the society. The level of education among

workers is significantly low, leading to poor

marketing skills and low standards of living

(NSDC, 2013).

Artisans in India live a life of instability and

marginalization. It has been estimated that the

number of artisans in India has declined by more

than 30% in over the past 30 years, as many

artisans have started working as casual wage

labourers in the informal economy. This is

because standardized mass- produced, cheap

factory products have replaced many of the

various goods that were once produced by the

artisans (Seth, 1995).

In the handicraft sector, women constitute

47.42% of the total workforce. More women are

engaged in the household industry than in the

registered, small scale or cottage units. Even

within the registered units there are more

women in the unskilled and lower paid jobs than

in the skilled or trained categories. Among the

women workers, around 71% are illiterate

(NSDC, 2013). As a result in this unorganized

sector women are more prone to exploitation

and injustice. For many women there is no

demarcation between the work within and

outside their households. This is very evident

in artisanal occupations, where they work

extensively but even their own self-perception is

that of being a ‘helper’, not a worker (Krishna,

2004). Underestimating the quantum of

women’s work as compared to men’s reinforces

the notion that women only supplement the

family income and are not engaged in

productive labour.

The urban artisan community of Bandhej

workers in the city of Jodhpur in Rajasthan is

engaged in the traditional art of Bandhej. This


55

study is focused on understanding the

livelihood of the artisan community. Women

artisans, who are household workers, have a

huge contribution to the economy of the

Bandhej industry. The work of Bandhej is

practiced by two communities in Jodhpur,

namely the Chadhwa and the Kayamkhani.

These communities have been involved in this

art since generations and it is a family tradition.

This study thus aims to capture the traditional

and contemporary livelihood patterns of these

communities. The main focus in the study is on

the experiences of women artisans in relation to

their livelihoods and their opportunities and

struggles within the constraints of patriarchy.

Research Methodology

The present study is concerned with the

livelihoods of Bandhej workers and the lived

experiences of women in relation to their

livelihoods. An exploratory qualitative research

methodology was used by the researcher to

understand how the livelihoods of Bandhej

workers have transformed over time, and what

meaning women attach to their livelihoods. It

was done with the phenomenological

perspective where the aim was to understand

women from their own frames of reference and

to understand how they experience reality. The

strength of phenomenological approaches lies in

their emphasis on the importance of personal

perspective and interpretation (Lester, 1999). In

effect, the focus of the present study was on

understanding women’s subjective experiences,

and gaining insights into their actions and

motivations, while cutting through any

objective assumptions.

The area of study for this research was Jodhpur.

The city of Jodhpur is famous for its forts,

temples, culture and handicrafts. Handicrafts

form the largest industry in Jodhpur. A variety

of handcrafted products are manufactured,

including textiles, leather goods, and pottery.

There are some arts which are unique to the

indigenous people, including the art of Bandhej

work. In Jodhpur, there are mainly two identity

groups which are traditionally engaged in

Bandhej work. The Bandhej workers are located

in the old city area, surrounding the fort. The

Kayamkhani community mainly lives in the

area called Bamba Mohalla, also called as Hathi

Ram ka Hoda and the Chadhwas reside in the

area of Khanda Falsa.

The following tools for data collection were

used- 1) In-depth interview with women, 2)

Key-informant interviews, 3) Group interviews,

4) Oral history, and 5) Observation. The method

of purposive sampling was used for choosing

samples for in-depth interviews, which is a non-

probability sampling method requiring

deliberate efforts on the part of the researcher to

gain representative samples. In-depth

interviews were conducted with total 18

women, including 7 Kayamkhani and 11

Chadhwa women. The sample consists of

women engaged in different activities,

including women who purely do the tying

work, women who do chhapai (imprinting),

and women, who in addition to tying, also act as

intermediaries providing work to women in

their neighbourhood.

The process of data collection began with a

personal contact in the Kayamkhani community,

living in the Hathi Ram ka Hoda area. One group

interview, in-depth interviews and one oral

history were conducted with the women of this

community. This was the community where only

women were engaged in tying work, and the men

of their households were not involved in any

work related to Bandhej.


56

Next, a contact in the Chadhwa community was

discovered. In Chadhwa community, mostly

entire households are engaged in Bandhej or

related works. Some families have their own

business of tie and dye, while in others both men

and women work as labourers. Women are

engaged only in tying work mostly. The

occupation of men from these households

varies, but is mostly related to Bandhej. In-depth

interviews and one group interview were

conducted with women from this community.

Also, two key-informant interviews were

conducted with two men, to gather insights into

c o n t e m p o r a r y l i v e l i h o o d p a t t e r n s ,

opportunities and constraints of Bandhej

workers.

After data collection was over, the data was

coded into various themes. Recurring themes

were identified and organized. Themes were

built in a bottom-up manner as data was

organized into abstract information units. This

process of coding and organizing into various

themes was repeated until a comprehensive

collection of relevant themes was achieved.

Important and significant sentences, statements

and words in the data were also highlighted

dur ing the process . Th is was done

understanding the importance of such

statements in answering the key research

questions.

Results and Discussion

There are primarily two communities which are

currently engaged in Bandhej work in the city of

Jodhpur. These are the Chadhwa (Chunrigarh)

and the Kayamkhani. Both the communities

follow Muslim religion and come under the

category of OBC. They are located in the old

city near the fort but in different areas. The

Kayamkhani live in the area called Bamba

Mohalla, also called as Hathi Ram ka Hoda.

Only women from this community have been

involved in Bandhej work for two to three

generations. Men in the community work as

tailors, wage labourers, shopkeepers, clerks etc.

The Chadhwas live in the area called Khanda

Falsa which is the main centre of tying and

dyeing in Jodhpur. The livelihood of most men

and women from this community is earned

through Bandhej. Women are mostly involved

in tying, while men are in various occupations

along the supply chain of Bandhej. Lately, a few

families have moved from Khanda Falsa to

newer residential colonies in the city.

The art of Bandhej involves people with

different skills at multiple levels. A Bandhej

product passes through several stages of

production and a supply chain before reaching

the end consumer through the market. The

supply chain forms a business activity including

the procurement of raw materials, production,

and distribution. All these stages employ a lot

of people including traders, manufacturers and

artisans. A manufacturer has a Bandhej

production unit which includes different

artisans with different skills. The artisans

include designers who imprint the designs, tiers

who tie the cloth, and dyers who dye the cloth in

different colours. The manufacturer then sells

the tie-dyed cloth to the wholesaler in bulk, who

in turn sells it to retailers. The retailers finally sell

the Bandhej products to the consumers.

The process of production of Bandhej involves

various steps- buying of cloth, bleaching,

imprinting, tying, dyeing and selling. First of all

the cloth is bought in bulk and is cut into pieces

according to the design. It is then bleached

white. Then the design is imprinted and the

cloth is sent for tying and dyeing. Various

contractors are employed sending and


57

collecting clothes from artisans. Sometimes for

complicated designs the process of tying and

dyeing is repeated twice. Afterwards the

finished garment is sold to the wholesaler. In

the process of manufacturing a Bandhej garment

it passes through multiple hands. There is a

traditionally practiced gendered division of

labour in the production process of Bandhej

clothes. Men work as dyers, while woman work

as tiers. Women from the family assist in tying,

opening and drying but dyeing is done only by

men. Designers are also found to be only men.

Emerging Trends and Changing

Patterns of Bandhej Work

Over the past few decades a lot of changes have

taken place in the livelihood of the community

of Bandhej workers. Expanding markets and

increasing demands have all changed the way

Bandhej is produced and marketed, and have

lead to changes in the process of production and

brought about product diversification. This in

turn has resulted in a change in the working

patterns of artisans specifically and for the

community as a whole.

Bandhej production in Jodhpur in earlier times

was only limited for the local market of

Rajasthan. Over time, the demand for Bandhej

garments outside the state as well as in foreign

countries has increased exponentially. Within

India, a large market for Bandhej garments has

evolved mainly in the cities of Delhi, Mumbai,

Pune and also in the state of Kerala. The demand

of quality of products in these markets is quite

different from the local market. Diversification

of products is taking place in order to cater to

these markets. The changes can be categorized

in the terms of the fabric used, types of garments

produced, designs and patterns, and the kinds

of dyes being used.

Along with the use of different types of fabric,

newer designs are also being made now. In

earlier times most designs were complicated,

including vegetation designs, and animal and

bird designs. These days, with the onset of mass

production for wholesale markets, the majority

of the clothes being produced have simpler

designs in the form of geometrical patterns. This

enables faster production of garments in large

quantities. Also, while earlier only saris,

dupattas, lehengas and men’s turbans were

produced, there has been an increasing demand

for western tied and dyed clothes. Women’s

dresses, skirts, and tops are increasingly being

produced, which mostly cater to foreign

markets. Clothes specific to the culture of a state

in India are also being produced. A significant

feature of such markets is that there is an

abundance of buyers who are willing to pay

good amounts if the product design and quality

cater to their needs. New and unique designs are

high in demand.

Innovations in the process of

production

The world of clothing is vastly dynamic because

of the ever changing fashion trends and

demands of the market. To cope up with these

market demands, several modifications have

been done in the techniques and tools of

production of Bandhej. Changes have taken

place in each of the step of production, namely,

designing, tying, and dyeing. Geometrical

designs are becoming common for mass

production. Before imprinting of the designs,

cloth is folded in a particular manner to form

repetitive patterns. This new folding technique

is an innovation in the designing and imprinting

process. It is called tipai. The cloth is first folded


58

twice, thrice, or more times and is loosely

stitched on all sides to keep the cloth intact when

designs are being imprinted. Another process

innovation has come in the imprinting process

where stacks of twenty to thirty pieces of cloth

are kept together. That is, cloth pieces are kept in

a dig one above the other and tipai is done on all

of them simultaneously. The colour is put on the

cloth at the top of the stack according to the

given design, which then percolates to the cloth

at the bottom. If the cloth is thin then up to thirty

pieces are stacked together, whereas if it is thick

then not more than twenty cloth pieces are

stacked together. This is a new practice in

Bandhej, started only in the past decade. Earlier

only one layer of colouring was done. The

coloured part is then sent to be tied. After tying

the cloth is dipped in a chemical which removes

the entire extra colour which was left untied

and that part of cloth becomes white again. Only

the tied portion is remained with the colour.

Then the tied cloth is dyed in another colour.

The tying technique has also seen modification

over time. Traditionally a pointed nail called

Nakhuna is worn over the finger to enable tying

of small knots. But with time the usage of

nakhunas is decreasing. Most of the women

interviewed have either never used it or have left

using it. The method of lifting of dots for tying,

locally called as ‘boond uthana’, is the most

prominent method of tying in practice

nowadays. This change in traditional practice

has come in last two decades, since when

designs with bigger dots have become more

commonplace. Nakhuna was designed for

creating smaller dots and with the increasing

use of designs with bigger dots the use of

nakhunas is slowly decreasing. No other

significant modifications in tying process were

found. With time there has also been significant

change in the dyeing process. Traditionally

dyes were extracted from flowers, roots, leaves

and fruits. This led to the availability of only a

limited number of colours for dyeing. Chemical

dyes are being used much more intensively

now. The use of natural and vegetable dyes has

almost become redundant. Chemical dyes are

long-lasting and are colour-fast and hence a

better option for bigger markets. Also, bleaching

agent Sodium hydrosulphite is being used these

days, which bleaches any colour dissolved in

water. As a result of this the same water in the

same container can be re-used for dyeing with

another colour. In case of natural dyes this was

not possible hence different containers were

used for different colours, thus taking up more

space as well as more water. This practice has

especially helped in saving water to a great

extent.

Recognition of Bandhej Workers

as Artisans

A great change came in the livelihood of Bandhej

workers in Jodhpur with their recognition as

artisans by the state. This recognition came in

two ways- issue of DCH Artisan ID cards and

awards for artisans who excel in their craft. The

Office of Development Commissioner

(Handicrafts), Union Ministry of Textiles issues

Artisan ID cards to all artisans and craft-

workers. The artisan ID card helps artisans

access a variety of handloom and handicraft

schemes for marketing of products, access to

credit, insurance etc. it is an official proof of

being an artisan, and can be made free of cost. In

all government organized exhibitions, there

are always a few free stalls available only for

card-holders. In the past decade many artisans


59

from the community of Bandhej workers have

got an ID card issued for themselves. This card

has helped artisans from this community to

partici pate in exhibitions all around the country

and to sell their products at higher rates. While

many men and women in the community now

have the artisan card, but only a few have

benefitted from it by moving out and exploring

diverse opportunities.

The artisan card has benefitted greatly by

allowing artisans to easily participate in

government exhibitions all across the country

and abroad - free of cost. A few artisans, mostly

men, have participated in multiple exhibitions

in Jaipur, Delhi, Orissa, Mumbai, Hyderabad

and Goa. Artisan and businessman (Bandhej

producer and wholesaler) from the Chadhwa

community Mr. Mohammad Nazeer, 71 years of

age, has also won the state level artisan award

for the work of Chunri Bandhej. He won this

award for his skills in designing and dyeing.

Selected men of the community have had

varying experiences and their exposure to the

outside world has opened-up opportunities for

whole community. The success and exposure of

a handful of people in the community have

brought recognition for the entire community.

New Modes of Earning: Trainings

and Paid Visits to the Community

Some new modes of earning have emerged in

the Chadhwa community. These are training

people in Bandhej work and organizing paid

visits to people who want to understand the

craft. A few organizations as well as government

agencies arrange training sessions for different

groups of women willing to learn the art. They

call artisans from this community to train them

in the techniques of tie and dye. Three to five

days workshops are arranged in different cities

and the artisans are given good training charges

along with free travel and accommodation.

During the process of data collection for this

study, two artisans from the community were

found with such an experience. Although only a

few well-connected artisans have been able to

engage in such activities.

Another method of revenue generation found

within the community is that of exposure visits

to tourists and students. This mode of

generating revenue is in a very nascent stage and

is unorganized as of now. Few known names of

the community get requests from various

sources like hotels, organizations, and tourist

operators etc. to take groups of tourists or

students on exposure visit to the

sites of tying and dyeing. These groups are taken

around the area and the entire process of

Bandhej is explained to them. They are taken on

home visits and to the sites of dyeing and are

introduced to various artisans- both women

and men. The aim of these visits is to familiarize

people with the work of Bandhej and to gain an

income from the same. These visitors are

charged for this visit, though the amount is not

fixed. If the artisan takes time out of their work

to help the visitors, they are also asked to pay

them. It is a new mode of earning emerging from

the community itself. However, it needs to be

more organized in order to become a prominent

source of earning.

Effect of Changing Trends on

Women Artisans’ Livelihoods

Bandhej is a traditional occupation which is

passed down in families through generations.

Women mostly learn the art of tying at their

homes from their mothers, or at their husband’s


60

home from their mothers-in-law. So one of the

main reasons why women tie is because of it

being a family tradition, a culture. They begin to

learn this art from a very young age while

assisting their mothers, and start working

independently since the age of 15-16 years. Their

work gives them financial independence and in

many cases women earn more than their

husbands. However, their income in

community’s perception is still considered as

supplementary to what their spouses earn.

While a few people consider women’s earning as

an ‘extra income’ for the family, many women

are or have been, at a certain point of time in their

lives, the sole breadwinners of their families.

When their husbands’ incomes have been

irregular and low, women have provided for the

family solely through their work of tying

Bandhej. They have raised their children and

brought their families out of poverty by tying.

Numerous women have accounted their stories

of how they have either singlehandedly or by

contributing significantly to their husband’s

incomes, have built houses for themselves and

have improved their living conditions. They

have worked in addition to their domestic

chores, they’ve worked in sickness, through

pregnancy, during festivals and also when they

are overburdened with other household

responsibilities.

As women are paid on per piece basis, their daily

earnings vary. Women consider it as an

advantage as this provides them with the

flexibility to work according to their capacities.

Also, they have the scope to earn more money by

putting in extra effort daily. Hence whenever

they are in need of money they do not have to

ask for it from their husband, or son or other

people in the family. They put in some extra

hours into their work and manage to earn up to

100 extra each day. Hence the work has given

women a financial independence and also

confidence and a sense of self-worth. A unique

feature of the community of Bandhej workers is

that women usually earn more than their

husbands.

Also, their income is stable as they never stop

working in any condition, and are able to work

more when needed. Men, however, do not

always stick to a job and hence their incomes are

fluctuating. In such cases it is the women’s

income that forms the base of the family’s

finances.

However, with the growing demand for

Bandhej products in national and international

markets, the production has also increased

tenfold. This means more work for artisans,

which should ideally lead to more income.

However, what is observed in practice is

contrary- the cost of tying per piece of garment

has reduced significantly in the last decade.

While the cost of tying a sari with a simple

design was 15 per piece a decade ago, it has now

reduced to only 10 per piece. One of the main

reasons for this change is that with the growing

population of the community with each

generation and increasing popularity of Bandhej

work, more and more workers are being added

to the workforce.

As more artisans are now available to do the

work, the rates have been reduced. The

negotiating power of women has hence become

quite low, because if they demand higher price

for their work there is always somebody else

who is willing to do the same work at the lower

price. In addition to the increased number of

artisans, the kinds of products being produced

for wholesale markets are less labour intensive,

as the designs are less intricate.


61

As discussed earlier, it is known how the artisan

card enables artisans to increase their contacts

by taking part in exhibitions and selling their

products in bigger markets at higher prices.

Many women from the Chadhwa community

have their own artisan cards. However, while

the male artisan have been able to make good

use of this opportunity, women artisans, even

after getting an artisan card, are unable to

capitalize on such opportunities due to

patriarchal constraints on their mobility. There

is also a new kind of market which has been

developed where artisans can go and teach their

art. It is a diversification of livelihoods that gives

artisans an exposure to the outside world as well

as newer form of earning. Women’s exposure

and experiences to the outside world are,

however, highly dependent on the men in their

household. The wives, sisters, daughters and

daughters-in-law of men, who have had such

opportunities and are willing to “allow” the

women in their family to be exposed in a similar

manner, are the ones who’ve got the chance to

explore various options. A few such women

have been able to explore the newer forms of

work. They have accompanied the male

members of their family to various exhibitions,

and have got the opportunity to visit other

cities and states to train people in the art of tying.

It is said in the community that the extent of

change in the world of Bandhej can be validated

by the fact that in the span of last 35-40 years,

almost fifty percent of artisans have started their

own business. The remaining ones get jobs in

this sector with different employees. Some have

become manufacturers, some are importers and

exporters of raw material and produced goods,

and some have their own retail shops. But the

‘artisans’ here are only male artisans. Women

haven’t been abl e to break those boundaries yet.

Conclusion

In the paper the contemporary livelihood

patterns of Bandhej workers were traced, and

their differing impact on women artisans was

studied. In order to empower the lives and

livelihoods of women in the community,

interventions need to be made on three levels-

community, state and market. At the

community level, there is a need to rework

gender roles and relations. At the state level,

policies for enhancing their quality of life and

improving women’s livelihoods should be

brought. Also, gender-aware policies to support

artisan livelihoods should be formulated. At the

market level, interventions should be in the

wages and working conditions of women

artisans.

The first level of intervention needs to be done

with the community of Bandhej workers as

well as with the society at large. Gendered

division of labour at home and patriarchal

constraints on women’s mobility act as a huge

deterrent in letting women adapt to the ever-

changing world outside. Redefining the

relationships within the home, as well as

between the home and the wider community is

an important aspect needed to bring gender

equality in the community. Creating awareness

regarding gender and gender roles in the

community is an urgent need where people

shoul d be made to understand about the

constraints on women due to their domestic

duties and how they can contribute to lessen

their burden, which can then help women to

engage in income-generating activities and

enhance family income. Also, awareness

regarding importance of education is very

important for the community to develop and

progress.


62

Pacific University Journal of Social Sciences Vol. 2, Issue 2

Gender-aware state policies should aim at

improving the quality of life of artisan

communities by improving their access to

various resources regarding health, education,

banking facilities and credit. These policies

should enable empowerment of women in the

community. Issuing credit in the name of

w o m e n a n d p r o m o t i n g w o m e n

entrepreneurship wil l encourage the

community to promote women to come out and

seize the opportunity. State policies should also

aim at regulating incomes of people engaged in

unorganised sector so that they are not exploited

by their employers and paid fair wages.

Hence enhancing quality of life, providing

income stability, and granting wider

opportunities for growth should be the focus of

state policies for artisan communities, with a

focus on women artisans. Irregular wages,

undesired working conditions and factory-like

production process are the issues that market

level intervention needs to address. The work of

artisans should promote creativeness from their

side, rather than monotonous mindless activity

they are forced to do. The forced de -skilling of

artisans should be prevented by expanding their

opportunities to engage in diverse work. Also,

wages should be regulated and equalized for all

artisans.

To conclude it can be said that in order to build

better lives and livelihoods for women, they

should have the freedom to create their lives the

way they want. Their freedom shouldn’t be

‘freedom with conditions’ like it is at present.

Various transformations at the structural level

are needed to change the patriarchal mindset of

the society in order to enable women to explore

various opportunities, create their own identity

and to be able to exert their agency without any

limitations.

References

Handicraft Sector. New Delhi: KPMG Advisory

Services Pvt. Ltd.

Krishna, S. (2004). Livelihood and Gender.

New Delhi: Sage Publications India Pvt.

Ltd.

Lester, S. (1999). An introduction to

phenomenological research.

NSDC. (2013). Human Resources and Skill

Requirements in the Handloom and Seth, S.

(1995). Towards a volunter movement

article support, Craft News, 6(1).

25 May, 2018, Udaipur

63

Dr. Pallavi MehtaAssociate Professor

Faculty of Management, PAHER University, Udaipur

John JosephResearch Scholar

PAHER University, Udaipur

Introduction

Social marketing is carefully planned, long-term approach to make

changes in human behavior or attitude thereby to improve the welfare of

physical, social and economic environment of people in which they live

Social Marketing for Better Living : A Study of Navi Mumbai


Abstract

In recent years, we are witnessing a rise in the insecure lives of human

beings, non-ethical behaviors, improper behavior towards young girls

and women, inequality of women in the society, and almost all the non-

profit organizations have become profit-oriented organizations. There

are unlimited social issues and causes that might attract social action.

Numerous prospective solutions have been proposed for the myriad

social problems with which the world is grappling When we go through

the problem of social marketing; it is pertinent to focus on the need and

importance of social marketing. The perception of society is thus found

related to the development of a system that provides a healthy

environment to all the living beings to survive and thrive. The

educational institutions in general have to make ways for developing

thematically sound, personally committed, human oriented and value-

based people so that the government and private organizations get

quality people whereas a majority of the educational institutions making

goodbye to ethical dimensions. This study has been done as a part of

doctoral research in Navi Mumbai to explore the need and importance of

social marketing concept and to empower the educational institutes for

building a healthy social environment by playing a lead role for ethically

transforming individuals.

Key Words: Social Issues, Social Marketing, Better living

64

by using the same collections or even more

commercial marketing principles and

techniques. Social marketing is the application

of marketing along with other concepts and

techniques, to achieve specific behavioral goals

for a social good.

Social marketing seeks to influence social

behaviors not to benefit the marketer, but to

benefit the target audience and the general

society. This technique has been used extensively

in international health programs, especially for

contraceptives and oral rehydration therapy,

diverse topics as drug abuse, heart disease and

organ donation. Social marketing can also be

applied to promote merit goods or to make a

society to avoid use of demerit goods and thus

promote society's well-being as a whole.

Example, this may include asking people not to

smoke in public areas, asking them to use seat

belts, prompting to make them follow speed

limits, to avoid sneeze in the public to cover the

face, to avoid use of drugs, to avoid use of tobacco

etc. As the dividing lines are rarely clear it is

important to avoid confusion between the Social

marketing and commercial marketing.

Theoretical background

Theory of Reasoned Action (TRA) organizes

itself around the constructs of behavioral and

normative beliefs, attitudes, intentions and

behavior which justifies the need and

importance of social marketing for an

individual. An extension of TRA, the Theory of

Planned Behavior (TPB) adds the additional

construct of self-efficacy – one's perceived

control over performance of the behavior. In

TRA, the most important predictor of

subsequent behavior is one's intention to act.

This behavioral intention is influenced by one's

attitude toward engaging in the behavior and

the need of change.

Social marketers often employ TRA and TP B,

although it is most often implicit and

incomplete. Subjective norms and referents, for

example, are often the focus of social marketing

programs (such as teen tobacco use prevention)

even though the theoretical model may not be

familiar to the planners. While we see great

attention given to this half of the TRA

“equation”, one rarely sees the same level of

concern given to how to change the attitudes

toward the behavior itself.

Review of literature

Rogers & King (2012) have concluded that

Portfolios can help students make

connections between While a change in

thinking about learning is emerging in social

work education, portfolios are relatively

recent arrivals on the social work education

scene. Currently, in the United Kingdom,

portfolios are being used more extensively

by agencies and courses to chart the career

progression of social workers. The hope is

that portfolios and critical thinking will emerge

as partners in educating students to become

competent social workers. As with any

innovative development, we must further

work on the use of portfolios to address these

emerging concerns.

Beverly, Sherraden (2009) Investment in Human

Development as a Social Development Strategy,

concentrating on Social Marketing published in

the journal of Social Development Issues have

concluded that the concept of social development

provides a useful complement to economic

oriented development and residual approaches

to human welfare.

Kumar (2007) has concluded that establishment

of rehabilitation centers for drug addicts to

prevent the relapse of the habit to reduce the

incidence is necessary. Active involvement of

voluntary organization and social workers is


65

needed especially for the follow up of

medically treated cases. Better equipped

counseling centers with professional social

workers, Counselors, and supportive staff

should be established. The services should

include medical and psychological treatment of

addicts.

Research Objective

To study the need and importance of Social

Marketing.

This objective was tested with the different socio

demographic variables like religion and income

of the sample selected for study. The variables

under study are:

H01: Religion has no impact on the need and

importance of social marketing

The need and importance of social marketing

was studied by applying factor analysis on

various statements and the six factors identified

are Communication, promotion, education ,

government Financial aspects, Nonprofit

organizations which were tested by applying

ANNOV to see the impact of these factors on

respondents of different religion and income

group.


Table 1: ANOVA Statistics of Religion has no impact on the need andimportance of social marketing

ANOVA results

Sum of Squares

df Mean Square

F Sig.

Communication

Between Groups

1.821 2

Within Groups 1763.859 1047

Total 1765.680 1049

Promotion

Between Groups

2.899

2


Total 346.500 1049

Education

Between Groups

2.138

2


Total 166.320 1049

Government

Between Groups

1.431

2


Total 124.320 1049

Financial aspects

Between Groups

1.143

2


Total 278.880 1049

Nonprofitorganizations

Between Groups

1.884

2

.541

4.417

6.818

6.096

2.154

2.233

.583

.012

.001

.002

.117

.108


.911

1.685

1.449

.328

1.069

.157

.716

.117

.571

.265

.942

.422

Total 443.520 1049

Source: Author's Compilation

66


Interpretation: The above hypothesis is tested by

ANOVA test and the value of test statistic F is

shown in the above table. The impact of religion

is tested on the need and importance of social

marketing. The six statements were taken into

consideration to assess the need and importance

of social marketing and the test was applied to

see whether individual of different religions

have same viewpoint. The P value is significant

for all the statements except two i.e.

Communication services have been found

invading social and cultural values and the

financial institutions in general, public sector

banks and insurance corporations are not

contributing substantial motivation to low

income groups and mobilizing small savings. It

interprets that to major extent religion has no

impact on the need and importance of social

marketing but the view point of people of

different religion may differ on some aspects.

H02: Income of people has no impact on the

need and importance of social marketing.

ANOVA

Sum of Squares

df Mean Square

F Sig.

Communication

Between Groups 274.825 6 45.804 32.045 .000

Within Groups 1490.855 1043 1.429

Total 1765.680 1049

promoting

Between Groups 59.325 6 9.888 35.911 .000

Within Groups 287.175 1043 .275

Total 346.500 1049

education

Between Groups 10.554 6 1.759 11.778 .000

Within Groups 155.766 1043 .149

Total 166.320 1049

government

Between Groups 21.620 6 3.603 36.595 .000

Within Groups 102.700 1043 .098

Total 124.320 1049

financial

Between Groups 45.980 6 7.663 34.319 .000

Within Groups 232.900 1043 .223

Total 278.880 1049

Nonprofit organizations

Between Groups 76.356 6 12.726 36.151 .000

Within Groups 367.164 1043 .352

Total 443.520 1049

Source: Author's Compilation

Table 2 : ANOVA statistics of Income of people has no impact on the need and importance

of social marketing

67


The test statistic F shows that income has no

impact on need and importance of social

marketing for societal benefit. People with

different income groups have similar need and

feel that social marketing is important for removal

of anti social activities. Thus the null hypothesis

incomes of people have no impact on need and

importance of social marketing is rejected.

Findings and conclusions

It has been found that the respondents with

different socio-demographic characteristics

have different need and importance of Social

Marketing Campaigns. It does mean that the

impact of social marketing is different on people

from different socio cultural background. The

impact and need is directly linked with the

religion of respondents and the income group of

the public.

It does mean that when religion is taken as

grouping variable to test the need of social

marketing campaigns on the public, the

statistics at 95% level of significance shows that

the P value is not significant for all the

statements. Income of the respondents also have

a significant impact on the need and importance

of the respondents.

Thus we conclude that pubic with different socio

demographic characteristics in particular

religion and income consider that social

marketing is needed for upliftment of moral and

ethical values and removal of anti-social

activities from the society. The methods used for

different age groups are thus very important

and so for effective campaigns different

methods should be used for people of different

age group. Thus it is clear the people know the

importance of social marketing and need it for

better living.

References

Arad &Wozner: (2002), Tel Aviv University,

Israel: The social work mission and its

implementation in the socialization process

published in the journal of Social Work

Education, Vol.21, No.6, 2002, Page No.671-

675.

Beverly and Sherraden (1997) Investment in

H u m a n D e v e l o p m e n t a s a S o c i a l

Development Strategy” published in Social

Development Issues Vol. 19 (1), 1997, page

No.1-15.

Derek et.al (2002): Combining key Elements in

Training and Research: Developing Social

Work Assessment Theory and Practice in

Partnership, published in Social Work

Education Vol, No.1, 2002. Page No.105-116.

Messerlian, Derevensky (2007),Mc Grill

University, Canada, Evaluating the Role of

Social Marketing Campaigns to Prevent

Youth Gambling Problems, published inthe

Canadian journal of Public Health, Vol. 98,

No.2, March – April 2007, Page No.101-105.

Messerlian,Derevensky (2006), McGill

University, Social Marketing Campaigns for

Youth Gambling Prevention: Lessons

Learned from Youth Int J Ment Health

Addiction (2006) 4: (DOI 10.1007/s11469-

006-9032-x) page No.294–306.

Rowshan Ara (2010). Curtin University of

Technology, Perth, Western Australia,

Juvenile delinquency, published in the

Bangladesh Journal of Bioethics 1(3); page

58, 2010.

68


Guidelines for Authors:

1. The subject areas for publication include, but are not limited to, the following fields:Anthropology,

Economics, International Relations, Law, Development Studies, Population Studies, Political

Science, History, Journalism and Mass Communication, Corporate Governance, Cross-cultural

Studies, Linguistics, Public Administration, Education, Geography, Industrial Relations,

Philosophy, Legal Management, Library Science, Information Science, Psychology, Sociology,

Criminology, Women Studies, Social Welfare

2. The manuscript must be in MS word format only.

3. Manuscript Preparation

The contributors must mention their track on the separate page.

Paper be typed : MS Word

Font : Times New Roman

Font size : 16pt. for Title of the Paper

14pt for heading in the paper

12pt. for text

Line spacing : 1.5 Line Spacing

Margin : 1 inch on all sides.

Layout : Use a single column layout with both left and right margins justified.

The title page : It should contain title of the paper, followed by name(s) of author(s),

designation, affiliation, e-mail, phone, fax with STD code and Postal

Address. Authors should not write their name and affiliations anywhere else

in the paper.

: Tables, graphs, and charts etc.

: In the text, the references for table should be mentioned as Table-1 and so on,

not as above table. Same should be followed in case of graphs and charts.

Each table, graph and chart should have its own heading and source.

Abstract : 500 words

Full length paper : 5000 words

References : APA with hanging format.

Pacific University Journal of Social Sciences 25 May, 2018, Udaipur

Publications

(Books with ISBN)

1. ETHICS AND INDIAN ETHOS IN MANAGEMENT - TEXT AND CASES Author : Prof. N.M. Khandelwal (ISBN 978-93-5104-465-9)

2. INNOVATIVE PRACTICES IN HR: CONTEMPORARY ISSUES AND CHALLENGES Editors : Prof. N.M. Khandelwal (ISBN 978-93-5104-481-9)

3. GREEN MARKETING : ISSUE AND PERSPECTIVES Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Mr. Ravindra Bangar (ISBN 978-93-5104-483-3)

4. CONSUMER BEHAVIOR : EMERGING ISSUES AND PERSPECTIVES Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Mr. Ravindra Bangar (ISBN 978-93-5104-481-6)

5. CONTEMPORARY ISSUES IN MARKETING (Covering some Emerging Issues) Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Mr. Ravindra Bangar, Prof. Sunita Agrawal (ISBN No. 978-93-5174-027-8)

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9. ETHICS AND VALUES IN RESOURCE MANAGEMENT Editors: B.P. Sharma, Mahima Birla, Pallavi Mehta (ISBN No. 978-81-930017-1-4)

10. SERVICE SECTOR: CONTEMPORARY ISSUE Editors: Prof. B.P. Sharma, Prof. Mahima Birla, Prof. Sunita Agrawal (ISBN No. 978-93-5174-685-0)

RNI Number: RAJENG/2016/70311

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