Pacific University Journal of Social Sciences University Journal of Social Sciences 25 May, 2017,...

Pacific University JournalPacific University Journalofof

Social SciencesSocial SciencesVol. 1 Issue 2 25 May, 2017 Udaipur

ISSN No. : 2456-7477 (Print)

The Ascendant Cycle of Cyber Crimes: An Ordeal for the Present Legal FrameworkDr. Rahul Vyas

Assessing the Impact of Demographic Attributes’ on the Saving Habits of Rural Middle Class of Udaipur District of Rajasthan Dr. Ashok JetawatBhamini Menaria

A Comparative Study of Teaching Aptitude and Effectiveness in the Primary Level Teachers of Government and Private Schools of Udaipur and Pratapgarh District of RajasthanDr. Ashwini Kumar GaudMs. Pankaj MishraAshish Adholiya

Redefining Marketing Mix for Digital MarketingGaurav DhakarShatakshi TripathiDr. N. S. Rathore

Farmers’ Riots: A Vulnerable Issue Dr. Leena Sharma

Critical Factor Effect Evaluation on Integration of Discrete Mathematics Practices in Secondary Schools’ Course Curriculum Manila JainDr. Dilendra Hiran

Review Paper on Indian Ecosystem for Social Entrepreneurship with Special Reference to Healthcare IndustryRaj Kamal Prasad Verma

Comparative Assessment of Public and Private Milk Organization’s Employee Satisfaction for Performance Appraisal SystemSachin ChoudharyDr. J. P. Mishra

1

6

16

26

36

40

50

63

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

CoordinationB.C. Kumawat

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

ContactAshish Adholiya

Assistant Professor of IT and MarketingPacific Institute of Management

PAHER University, [email protected]

LayoutSanjay Sankhla

Praveen Choubisa

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

Jinendra VyasAsst. Prof. of Operation Management

Pacific Business School, Udaipur

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

Printed at:Yuvraj Papers

11-A, Indra Bazar, Nada KhadaNear Bapu Bazar

Udaipur (Rajasthan) 313001

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, 2017, Udaipur

Pacific University Journal of Social Sciences

A Peer-Reviewed Biannual Publication of

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


Is India Primed to Reap the Gains of

Demographic Dividend?

Demographic dividend is a situation boosting economic productivity due to

growing numbers of people in the workforce relative to the number of dependents.

That means the working age population, which falls between 15 to 64 years is larger

than the non-working-age share of the population that is 14 and younger, and 65

and older

India with the population of 1.35 billion or 135 crore is the world youngest country.

About two thirds of its population is below the age of 35 years, making it roughly

830 million or 83 crore people below the age of 35 years. To understand it

meaningfully, India’s young population that is below 35 years is more than double

the total population of USA. To give another fascinating value, India’s young

population(15-25 years) is roughly 10 crore (100 million) more than the total

population of all the G7 countries combined.

The working population in India is set to ascend significantly over the next decade

or more. By 2020, the average Indian will be only 29 years of age, compared with 38

in China and the U.S., 48 in Japan and 45 in Western Europe. Moreover, by 2030,

India will have the youngest median age of 31.2 years, while China’s will be 42.5

years. Most key economies will see a turn down of working age adults (20-64 years).

United National population research states that, the countries of Asia and Latin

America have been enjoying the benefit of the demographic dividend for the

duration of the last four decades. Developed countries of Japan, Europe, and USA

have an aging population due to low birth rates and low mortality rates. Neither the

least developed countries nor the countries of Africa have as yet experienced

favorable demographic conditions

With the waning working age population, particularly in the developed countries,

more jobs coming forth from the developed countries will be redistributed and

India can gain from it due to demographic dividend. According to International

Monetary Fund (IMF), India’s enduring demographic dividend can increase about

2 percent to the yearly rate of economic growth, providing a golden prospect for

India to become a superpower, if explored properly. .

Editorial


It is broadly anticipated that India will have a demographic dividend for another 25

to 30 years, after which India’s total labour force is likely to start falling, in absolute

terms. In other words, we have only 30 years, at best, to harvest the fruits of the

biggest young work force in a country anywhere in the world. However, in order to

reap the advantage of demographic dividend, the younger population must have

access to quality education, adequate nutrition and health, improved skill

development opportunities along with the ample avenues for employment.

Potent Threats

The prospect of demographic dividend also presents India with an severe

predicaments. Although India currently has the leading set of young people, the

increase in the working-age ratio will be concentrated in some of India’s poorest

states making it difficult to provide basic amenities, education and quality of life to

the young generation. Secondly, the demographic dividend will be fully realized

only if India is able to create gainful employment opportunities for this working-

age population. Human Development Report (HDR) published by the United

Nations Development Programme (UNDP)states that, India is still in the middle

human development group with countries like Philippines, Sri Lanka, Thailand, ,

Egypt, Indonesia, South Africa, and country like Vietnam has a better rank.

Therefore, health and education standards need to be enhanced to make the Indian

workforce proficient and skillful.

There is yet another challenge, of building young Indian’s skillful for enhancing

their employability. The problem is coupled with lack of educational infrastructure

and sub-standard and industry incompatible syllabus. Data states that 130 million

enroll in primary school every year but only 12 million graduate from college.

NASSCOM estimates that Indian engineering graduates severely lack is

employable traits like technical skills, communication and presentation skills, and

collaboration abilities. This means that only one in four engineering graduates get

decent job. As such , only 20 percent out of the 400,000 engineering graduates each

year are employable in private sector.

Way Ahead

The dual challenge of skill-building and career opportunity creation needs to be

addressed very strategically. The need is for collaboration between the

government and the private sector on both the supply and demand sides. There is

also a call for for a facilitative and favorable environment for private sector

interventions in this area. The example of one such partnership is the National Skills


Development Corporation, established with the purpose to upgrade the skills and

potential of 500 million people in India by 2022, through skill development

programs and providing funding by encouraging private sector initiatives

In addition, the public-private partnership (PPP) models, such as Build-Own-

Operate-Transfer (BOOT) or Design-Build-Finance-Operate-Transfer (DBFOT)

model, should be encouraged to put together key infrastructure in the country.

There are many flourishing examples of PPP models in areas including healthcare,

transportation, power ,ports and education.

To take the benefit of demographic dividend in a country like India is indisputably a

gigantic mission But If it is not done now, we as a country will not get this

opportunity again. Failure to grab this opportunity well deepen the political and

social turmoil, disruptiveness and amplified public expenditure. We need to get

this matter resolved in a committed manner while keeping in mind that India’s

biggest assets is its population who need to be actively involved in the right

direction to foster India’s ascend to the top of the world.


1

Dr. Rahul Vyas

Assistant Professor, Pacific School of Law, Paher University, Udaipur

Abstract

The ubiquitous expansion of the world wide web (www) and as predicted

by Gordon Earle Moore – The Moore’s law technology has evidenced an

exponential advancement globally leading to the escalation of innovative

types of white collar crimes, in particular the web based. Also the web

space is expanding exponentially with an unregulated upswing in web

based business transactions and what not. Novel business formats and

models are emerging at a drop of a hat and yet more are being explored

and designed. From AirBnB, Amazon, Myntra to Zomato an endless list

of website are witnessing a stupendous growth in E-biz, but always

lurking in the digital world are dark net pilferers - the hackers, the phish-

ers, site squatters and a host of other dark net denizens. These crimes are

in the virtual world and as there are no physical boundaries that constrain

the world wide web they have the potential to distress any person across

the globe including even Hillary Clinton.

Today cyber crime has turned into a career choice and the demographic of

a representative cyber criminal is shifting swiftly from a geeky nerd to a

conventional mafia gangster generally linked to money laundering,

drug-trafficking and extortion etc.

The present paper is a conceptual paper which endeavors to explain the

challenges that confront the legal governance in the country.

Keywords: White Collar Crime, IT Act 2000, Cyber Laws

The Ascendant cycle of Cyber

Crimes: An ordeal for the

present Legal framework

Introduction

The tectonic shifts in Technology and advent of Algo’s, AI, ML and

Robotics have made a sea of difference in the strategy for business. E-

commerce is being used for sale and purchase of several products and

services using diverse portals and website.

The latest assault by the WannaCry ransomware as reported by The

Telegraph “appears to have used a flaw in Microsoft's software, discovered

Pacific University Journal of Social Sciences 25 May, 2017, UdaipurVol. 1, Issue 2

2

by the National Security Agency and leaked by

hackers, to spread rapidly across networks lock-

ing away files.” In March 2017 a research by Tele

Sign and RSA, has revealed that only 11% of US

companies responded that they have not

experienced any fraudulent occurrence on their e-

commerce sites in the past year.

In December 2016 research by Adroit Digital

said that 68% of US internet users reported the

chief way they would counter a security breach

at a website or brand would be to stop using the

same as against just 7% who said they were not

bothered by it.

Legal Enforcement and Cyber Crimes

The IT Act, 2000 in its present avatar is ill

equipped to take on the evolving cyber crimes.

Which comprise of either A) where the

Computing Machine itself is the Target i.e. using

a PC to launch a cyber assault on other PCs and

machines? Like hacking and the Wannacry style

Virus attacks. Or B) The use of the computing

Machine as a weapon - Trolling, Fake News, IPR

infringements, online frauds etc.

The conventional laws depend heavily on

documents but with the advent of web based

commerce and Data it has become imperative on

the part of our country’s Law makers to make

suitable amendments to the Information

Technology laws to endow the existing legal

framework with more teeth.

Cyber laws incorporate various laws relating to:

• Data Protection and Privacy issues (Aadhar

being an example)

• Cyber Crimes (Phishing and the recent

Wannacry ransomware)

• Intellectual Property( Site Squatters and fake

news)

New age Extortions over the www like

Wannacry ransomware and the Darknet have

compromised the law enforcement process

through the deepNet. This is a disturbing

situation, in tandem with a report by the Indian

Computer Emergency Response Team (CERT-

ln) which reveals that the incidences of “cyber

crimes” in our country has increased around 50

times in the past 3 years. Disturbingly, there

were 5284 reported cases of Phishing, 3476 of

network probing and 2352 of virus propagation

till March 2017.

The twin shields of Data protection and Privacy

laws aim at creating a fair balance involving

both the privacy rights of the citizens and the

interests of data collectors /controllers such as

Medical services providers - Hospitals, internet

based service providers - emitra, Financial ser-

vice providers - Banks etc. online frauds related

to the financial sector are looming large on the

horizon (the HSBC–Denial of Service cyber

attack) and in the process kicking off a

discussion on the accountability of the Banks

themselves for the losses incurred by clients due

to such cyber attacks and fraud. In our country

the liability is considered in the perspective of

due diligence process used by the financial

services providers and the PIN and OTP system

for access.

Evolving Nature of Cyber Laws

Cyber law is a broad term, which includes all

issues, aspects and the legal consequences

adherent and relevant to cyber space. Our

Country is the 12th nation in the world to have

cyber legislation but the IT Act 2000, does not

have specific guidelines of electronic payments

gateways and there is a segregation of

negotiable instruments (as per NI Act, 1881) on

the inclusion of the same in the IT Act, which is


3

having a major consequence on the expansion of

e-commerce. The Act aims to empower various

government agencies to accept the filing of,

creation of and retention of official documents in

the digital format. The IT Act introduced the

notion of secure digital signatures that will be

required to be passed through a structure of

security procedures, as per stipulation by the

Government.

The Act does provide succor in the form of a

statutory remedy to the corporate in case it is

proved that the accused had in Act broken into

the Network or Computer Systems of the

Complainant with the intent of damaging and

copying the data. The Act provides for monetary

damages, not exceeding Rs. 1 crore ($200,000) in

case such charges are proved. The Act has set up

the Territorial Jurisdiction of the Adjudicating

Officers for cyber crimes and the Cyber

Regulations Appellate Tribunal.

In the same vein the Act is mum about the

subject of Intellectual Property Rights( IPR), and

no provisions have been framed at all for

infringements regarding trademarks, copy-

rights, patenting of data and information, even

of the rights and liabilities of domain name

holders are not spelled out which is generally

the first step of taking an entry into electronic

commerce.

E-Governance has the potential to generate

massive benefits in four significant areas:

I) An alteration in the working processes of

public institutions and service delivery by

government agencies (Electricity, Health,

Education etc.).

ii) The encouragement for transparency in

government functioning (e-tenders etc.).

iii) The facilitation of useful decentralization

(MNREGA etc.).

iv) The augmentation of our strengths for global

competitiveness (GST, Ease of doing

Business etc.).

While the media used in these transactions are

provided by technology, the rules for

application and enforcing these transactions are

carried out as per Law. In this emergent

scenario, it is impossible for the law to exist

independent of technology and vice versa.

An Internet Service Provider (ISP) usually

handles and manages the website and server

hosting services, These Servers may be

interweaved between diverse jurisdictions and

transmit or exchange information going

through a number of geographical areas, as the

digital communication is conducted through

web and e-connected computers and equipment

and this results in end, user identification

becoming a task like trying to locate a pin in the

haystack.

Insofar as the informational material of the

domain is concerned, infringement of trade

mark or copyright may be held valid in a court of

law provided such written material enjoys

copyright or trade-mark protection. While in an

ordinary case exceptions to the copyright may

be acceptable, this arrangement is open to

discussion in the case of web based materials.

There is a concomitant issue of determining the

apt jurisdiction.

The word “e-government” is open to a number

of diverse definitions, depending primarily on

perspective, in general it as the provision of

governmental services (Education, Health, Law

and order) and a process of public administ-

ration through the use of ICT. This raises the


4

issue of legal consequences of the interface

between manual and automated resolutions.

The problem of clearly demarcating the

boundaries between the legal effects of

automated decisions as opposed to decisions

through the usual executive and judicial

decision is also significant.

The provision of legal services to Indian citizens

should be separated from judicial functions

performed by the Law Courts. The stress of IT

Act should be on information and or materials

that will develop access to justice for all.

(a) Free-access online to various laws and

regulations governing the citizens, the

provisions for easier public access to legal

materials and counsel in form of online legal

aid

(b) Online legal opinions to sustain the

provision of free legal aid.

The setting up of appropriate e-governance

composition in the form of web portals for

availing judicial services, online legal help and

aid etc can improve the reach of contact to a host

of government services. It will also increase the

tempo of use of these services by the citizens.

This is a step which will be beneficial not only for

the socio-economic well being of the country but

also will assist in making better the quality of

governance and administering the other

government programs.

Privacy Issues

The application of technology to a variety of

online transactions has resulted in the crisis of

user-identification and personal information

theft etc, it is of a grave nature particularly since

the transaction is of a remote nature and thus

leads to identity theft and a host of other issues a

case in point being Credit Card frauds etc.

Data Security

A primary issue is of data Security. It is of

extreme significance that the database has to be

precise and state-of-the-art security protection

should be employed because unauthorized

access to the database has severe consequences

both for the citizen as well as the government the

misuse of the data, leads to pre fraud and having

a continuous vigilance of the integrity of

electronic data is the only recourse.

Conclusion

E-governance and E-Commerce is not and can

never be the complete replacement for the extant

systems (that’s why we have omni channels).

They have to be viewed as a supplement and

complement to the existing structures.

Web based commerce and business, with new

business models raining like cats and dogs, is the

cynosure of all eyes and has also caught the

fancy of the cyber criminals who pose a

challenge for all stakeholders. The added test is a

lack of cyber law implementing enabled

manpower and worrisome poor surveillance

infrastructure because of the oft criticized

‘internal digital divide’. The major troubles are

related to the accessible infrastructure which is

inclusive of but not limited to frequent

connectivity failures, prohibitive cost of internet

access (both wireless and wire line) , a deficiency

in the suitable legal and regulatory framework

in many specific areas of web based commerce

are a clear warning of the emerging and well

entrenched challenges for IT Laws today.

The extant cyber laws in India are attempting to

thwart challenges such as A) The Information

Technology Act, 2000 make it obligatory to set

up corporate compliance programs including

cyber law compliance program in all registered


5

Corporates. B) The IT 2000 law clearly mandates

all registered companies to deploy a relevant IT

security policy. C) The Information Technology

Act of 2000 provides for further personal

liabilities. D) The proper authentication of elect-

ronic records and security of data.

The conclusion may be drawn that cyber crime is

not a figment of fiction but a real, expanding

phenomenon. Furthermore, a steady augment-

ation in the number of web based crimes is

anticipated which demands a far greater

consideration of Lawmakers. However, the

existing IT and cyber Laws and regulations do

not solve the emerging challenges like the

Wannacry ransomware attack, various gover-

nance issues also cannot be resolved in a jiffy. So

the law makers will need to redefine cyber Laws

and regulations which are concomitant and

relevant to these dynamics.

References

Curran, M. James and Meuter, L. Matthew

(2007). Encouraging existing customers to

switch to self-service technologies: put a

little fun in their lives. Journal of Marketing

Theory and Practice, 15 (4), 283–298.

Ganesan R and Vivekanandan K (2009). A

Secured Hybrid Architecture Model for

Internet Banking (e-Banking). Journal of

Internet Banking and Commerce, 14

Koufaris, M. and Hampton-Sosa, W. (2004). The

development of initial trust in an online

company by new customers. Information &

Management, 41 (3), 377-97.

Lee, E.K., Kwon, K.N. and Schumann, D.W.

(2005). Segmenting the non-adopter

category in the diffusion of internet banking.

International Journal of Bank Marketing, 23

(5), 414-37.

Liao, J. and Lin, T. (2008). Effect of consumer

charActeristics on their acceptance of online

shopping; comparisons among different

product types. Computer in human

behavior, 24 (1), 48-65.

Malhotra, P. and Singh, B. (2009). Analysis of

Internet banking offerings and its

determinants in India. Internet Research, 20

(1), 87-106.

Mattila, M., Karjaluoto, H. and Pento, T. (2003).

Internet banking adoption among adult

customers: early majority or laggards?.

Journal of Services Marketing, 17 (5), 514-28.

Rotchanakitumnuai, S. and Spence, M. (2003).

Barriers to internet banking adoption: a

quantitative study among corporate

customers in Thailand. International Journal

of Bank Marketing, 21 (6/7), 312-23.

Sayar, C. and Wolfe, S. (2007). Internet banking

market performance: Turkey versus the UK.

International Journal of Bank Marketing, 25

(3), 122-141.


6

Dr. Ashok Jetawat

Professor, Pacific University, Udaipur

Bhamini Menaria

Research Scholar, JRN Rajasthan Vidyapeeth University, Udaipur

Abstract

The study assessed the impact of rural middle-class households’

demographic characteristics on their saving habits. The study’s

operational and geographical scope was limited to the rural middle class

households of Udaipur district of Rajasthan and their saving habits. The

basic aim of the study is to assessing the impact of demographic

characteristics (age, gender, marital status, monthly income, family type,

academic qualification and occupation) on the rural middle class peoples’

saving behaviour and habits. Total 385 rural middle-class households of

the rural areas of Udaipur (Badgaon, Girwa tehsil, Salumber, Jaisamand,

Mavli, Balicha, Eklingji, Chirwa and Dabok etc.) district participated in

the research. The study concluded that demographic characteristics like

age, marital status, monthly income, family type, academic qualification

and occupation of rural middle-class household are positively associated

with their saving habits but only one demographic characteristic that is

gender does not affects the saving habits of rural middle-class

households. To assess the significance of the relationship between the

demographic characteristics of a rural middle-class household and the

related demographic attributes one way ANOVA test was performed.

Keywords: Investment, Awareness, Household, Saving

Demographic Characteristics

Middle-class,

Assessing the Impact of Demographic

Attributes’ on the Saving Habits of

Rural Middle Class of Udaipur

District of Rajasthan

Introduction

Central Statistical Organization (2014) defined saving as, “Saving is the

balanced amount or the figure of the income which remains after all the

possible necessary expenses of the individual or the family or the

enterprise.” According to the properties, setup and estimation of the

saving it is of three types: Household Saving, Private Sector Saving and


7

Public Sector Saving. The household sector

saving represents the savings performed or

accrued by the individual member of a

household and the contribution of this saving is

good enough in the national income

computation of the country. Private Corporate

sector savings represent the savings performed

by private owned corporations. Generally

private corporate sector comprise of Non-

government non-financial companies,

Commercial banks and insurance companies

working in private sector, Co-operative banks,

credit societies and non-credit societies and

Non-banking financial companies in the private

sector. Public sector savings represent savings of

government and savings of public sector

undertakings. Indian Rural economy is growing

rapidly and this evolving nature of the rural

economy is leading to the introduction of

various investment opportunities or offerings

from both the private financial institutions and

government as well. As it is been noticed that the

literacy level in India is increasing year by year,

still besides the growth in the literacy rate and

increased literacy level, the awareness for the

financial products in other words financial

literacy rate is much slower in villages or the

rural area of India. Government had introduced

several schemes under the concept of financial

exclusion, by which now a citizen of the nation is

not limited up-to banks only to render the

financial services they may go for savings in post

offices as well, investors may have the choices of

a variety of instruments. The decisions or the

behaviour for the saving may vary for every

individual depending on their risk taking

ability, awareness for the instrument, awareness

for the investment avenues and the purpose for

which they are investing their saving. Purpose

of investment can be related with saving

objective. The ultimate aim of the every

individual investor is to go for such investment

option which may give them certain personal

financial goals under the fixed time period.

Investment behavior of an individual reveals the

individuals’ approach for the available invest-

ment avenues and also confirms the effect of the

factors which may affect his allocation of his

savings. The saving behavior of individual

consists of why an individual want to save, how

much percentage of the disposable income an

individual wants to save, and the what opinion

he/she has for the saving when investment

options are available. Saving objective of

household savers is always substantiated by the

investment option they choose to attain their

objectives or purpose of savings.

The rural middle-class household behaviour for

the savings shows their economic behaviour and

reflects their contribution in the economic

prosperity and the societal growth of the nation.

In this context the present research study titled

“Saving Behavior of Rural Middle Class

Families of Southern Rajasthan” is undertaken.

The present study attempts to make significant

contribution in the field of understanding the

saving behavior of the Middle Class Rural

Households in Udaipur district of Southern

Rajasthan of India. The in-depth review of

literature suggests that the investment decision

and the saving behaviour are closely coupled

with each other but the systematic savings and

investment can be enhanced by creating

awareness among rural middle-class house-

holds regarding the awareness for the benefits of

savings and investment avenues. The study

explores saving behavior of rural middle-class

households/investors in the Udaipur district of

Rajasthan, and describes relationship among

several variables which may influence the

saving behavior or approach of rural middle


8

class household. Present study also highlights

the association of demographic and socio-

economic profile of investors with saving habits.

The study attempted to measure the impact or

association of rural middle-class households’

demographic characteristics and saving

behaviour with the help of a structured

questionnaire. Questionnaire helped to examine

different parameters of saving behaviour of an

Individual on Five Point Likert Scale. The study

design and framework focuses on development

and invention of study subject related factors.

The study sample size was 385 rural middle-

class households of the rural areas of the

Udaipur district of Rajasthan. Feedback of

sampled rural middle-class households was

collected with the help of a structured

questionnaire. The questionnaire enclosed

several statements related to the rural middle-

class households’ behavior and approach for the

savings and investments. Personal or

demographic information of rural middle-class

household like age, gender, marital status,

monthly income, family type, academic

qualification and occupation is also collected

with the help of questionnaire.

relationship of savings behaviour and financial

problems and financial management practice of

Malaysian workers. The study revealed that

financial management practices significantly

calculated financial problems of the workers,

financial management and financial literacy

helped to calculate the saving behaviour and

financial stress and saving behaviour of the

workers do not have any significant relationship

between them. The study recommended that

financial problem and financial stress proof

needs to be improved in workers’ financial

issues by reducing their financial stress.

Turner and Manturuk (2012) studied the extent

of impact of individual, institutional, and

structural determinants on individual decision

making for the saving. They concluded that

family, upbringing, and employment

experiences as individual determinants,

incentives, disincentives, and organizational

culture shape, participants’ trust as institutional

determinants significantly affect participants’

attitudes toward savings and their confidence in

their ability to save.

Nathridee Suppakitjarak & Piyarat Krishnamra

(2015) concluded in their study that regulators

and obstacles of the financial market make the

investor not to participate in particular

instruments. For example like some savers do

not invest in some instrument because the

minimum requirement for invest is too high and

some savers do not buy insurance, corporate

bond, and banker acceptance because they

afraid that the issue will default or in the case of

stock and government bond they afraid of losing

the value of their investment. So they suggested

that more liberal and convenient financial

policies and plans must be introduced to

encourage the individual for saving and

investment.

Review of Literature

Issahaku (2011) in his study on microeconomic

approach of estimating the determinants of

financial saving confirmed that age composition

of the individual and assets making behaviour

of him do not have a major effect on individuals’

saving behaviour. For his study the primary

data was collected from the households of

Nadowli. The study also revealed that

occupation, expenditure, assets and saving as

factors constraints the households’ investments.

Delafrooz and Paim (2011) tried to assess the


9

J. Amudha, V. Aravamudhan Varathan (2015) in

their study “Determinants and patterns of

saving behaviour in rural household of Salem”

concluded that income, level of expenditure,

consumption pattern of the rural household are

the major determinants which influences the

saving behaviour of the individual. To assess the

level of significance of the effect of the

determinants on the saving behaviour of the

rural household of Salem multiple regression

test was performed. By the test it was identified

that consumption is more significantly affecting

individuals’ saving behaviour rather than his

income as determinant.

Haruni Jeremia Mapesa (2015) in his study on

“Shaping the saving behaviour of the rural

poor” examined the determinants of savings

and investments offered by micro-finance

institution or policies to a rural poor. The study

concluded that rural finance programs

promoted by any financial or micro-finance

institution significantly affects the mobilization

of savings of rural farm households. The study

suggested that convenience and ease to

approach MFIs by a rural household has a

positive and significant impact on financial

savings or saving attitude of rural farm

household and also shows that rural farm

households are able to save / invest in financial

assets (Deposits, shares and other securities).

behavior of rural household as several

demographic factors such as age, gender,

marital status, monthly income, family type,

academic qualification and occupation affects

the individuals saving and investment

behaviour or not. And which demographic

factor is significantly affects and which is

insignificantly associated with the rural middle-

class household saving behaviour. As the

contribution of the rural middle-class

households in the economy in floating the

money into capital market is remarkable, so it is

quite important to study the rural middle class

people saving and investment behaviour. While

selecting the sample of rural middle-class

households for the research the first criteria was

area wise selection of households means

household should be of rural area, second

criteria was the class of income or the society that

is middle-class and then the last criteria was

district that is Udaipur.

Opinion of sampled rural middle-class

households was collected from a structured

questionnaire in which sampled households

have to rate their opinion for their saving

behavior related statements. And the secondary

data was collected from libraries, internet,

research journals, articles etc. The questionnaire

structured for the research purpose inculcates

following characteristics with in it:

1. The questionnaire developed for the

purpose of study presents several

statements related to the saving behaviour

of the individual means what are the

possible characteristics which may affect the

saving behaviour of a household. Every

saving characteristic was presented with the

help of several statements.

2. Rural middle-class households have to rate

their opinion for the administered

statements on the basis of Likert Scale

Research Methodology and Framework

In India two-third (67.63% of total population) of

the country’s population is living in rural area

and earns or contribute one-third of the national

income. Household sector is one of the most

important sectors which contribute more

savings and investments to the gross domestic

savings of the nation. The study has been

conducted to assess the saving and investment


10

measurement for purpose of saving,

avenues for saving, factors motivates for

saving and people involvement in making

saving decision.

3. Demographic section of the questionnaire

collected personal information of the

sampled household like age, gender, marital

status, occupation, monthly income,

qualification, family type / structure and

number of children.

4. Questionnaire was divided into three

different sections. The first section of the

questionnaire was related the personal

information statement of the households

and the second section was administered to

collect the rural middle-class household’

opinion for their saving behavior and third

section of the questionnaire was responsible

to collect the rural middle-class households’

opinion for their investment behavior.

5. All the questions of questionnaire were

closed ended; no open ended question was

presented in the questionnaire.

The research design and the framework

followed in the study was focused on assessing

the extent of significance of the subject related

issues and inner sight over the critical issues of

the subject. As the research work studies the

relationship between demographic charact-

eristics of the rural middle-class households and

their behavior, awareness for savings. The main

variables which were included in the study and

plays significant role to achieve the research

objectives were as follows-

1. Independent Variable –

a. Middle-class Households of the Rural

areas of Udaipur (Badgaon, Girwa tehsil,

Salumber, Jaisamand, Mavli, Balicha,

Eklingji, Chirwa and Dabok etc.)

2. Dependent Variables –

a. Saving Behavior

b. Awareness level for the Saving and its

related benefits

The study is aimed to attain the following

research objective which is a sincere attempt to

find out the saving behavior of rural middle

class households of Southern Rajasthan districts.

1. To study the impact of demographic

characteristics of rural middle class

households on their saving behaviors?

To attain the above stated objective following

hypotheses were formulated in order to realize

the research objectives:

H : Demographic characteristics (Age, Gender, o

Marital Status, Monthly Income, Family

type, Academic Qualification and

Occupation) do not affect the saving habits

of rural middle-class households of

southern Rajasthan districts.

H : Demographic characteristics (Age, Gender, 1

Marital Status, Monthly Income, Family

type, Academic Qualification and

Occupation) significantly affect the saving

habits of rural middle-class households of

southern Rajasthan districts.

In order to estimate that which personal

characteristics significantly affect individuals’

saving habits or behavior one way ANOVA test

was performed as this test helps to compare the

means score of the groups (between groups and

Within groups). One way ANOVA test helps to

improve the data quality and its interpretation

as well. The ANOVA tests the null hypothesis

that samples in two or more groups are drawn

from populations with the same mean values.

ANOVA is a relatively robust procedure with

respect to violations of the normality

assumption.


11

Data Analysis and Interpretation

Table 1: Reliability analysis of the Responses

of Rural Middleclass households

Reliability Statistics

Cronbach's Cronbach's Alpha N of

Alpha Based on Items

Standardized Items

.842 .858 112

Source: Primary Data

Table 1 presented the reliability statistics of rural

middle-class household respondents opinion

collected from the structured questionnaire

presenting the statements related to saving

behaviour and habits. From the table it could

understand that reliability was measured for the

112 different variables by Cronbach’s alpha

value. The cronbach’s alpha value for the 112

number of items found 0.842 which shows the

84.2% reliability of the data and confirms the

good internal consistency and relationship

among the variables. It also confirms the quality

of questions as well. Cronbach’s alpha value of

the standardized items is 0.858 which is also

more than 0.70 and shows quality of the data and

questions is good.

Table 2: Descriptive Statistics of Sample

Teachers Responses

Scale Statistics

Mean Variance Std. Deviation N of Items

234.2319 756.062 27.49659 112


Table 2 presented the descriptive scale statistics

for the responses of rural middle-class

households. From the table it could interpret

that for all the items or the variables participated

in the study the mean score value is 234.2319 and

variance is 756.062. The observed standard

deviation for the mean score value of 112

variables of the study is 27.49659 which confirms

the deviation of the mean score value in both

positive and negative direction (234.23 ±27.49)

of the mean value. The good variance and

standard deviation value confirms the

variability in the responses of the rural middle-

class respondents chosen for the study purpose.

Higher would be variability in the responses,

higher quality responses and less skewed data

confirmation could better be observed.

From Table 3 presented below demonstrates the

descriptive statistics of rural middle-class

Households. By the data values presented in the

table it could interpret that total number of rural

middle-class respondents participated in the

research and filled the questionnaire and also

preferred for the study purpose were 385.

Observed standard deviation from the mean

score of age class is (2.46 ± 0.89), of gender class is

(1.65 ± 0.47), of marital status class is (1.47 ± 0.74),

of monthly income class is (2.28 ± 1.00), of family

type class is (1.58 ± 0.65), of qualification class is

(2.83 ± 1.29), and of Occupation class is (2.22 ±

1.13). All the presented mean and standard

deviation values for the listed seven

demographic variables showed good variation

for the rural middle-class respondent

demographic profile and ensures that while

selecting the respondents it was properly

confirmed by the researcher that all the possible

demographic class should participate in the

study, which ensures the quality of the research

as well.


12

Table 3: Descriptive Statistics of Rural Middleclass Households


Descriptive Statistics

N Minimum Maximum Mean Std.

Deviation Variance Skewness

Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std.

Error

Age Group 385 1.00 4.00 2.4644 .89534 .802 .369 .115

Gender 385 1.00 2.00 1.6511 .47715 .228 -.636 .115

Marital Status 385 1.00 4.00 1.4778 .74958 .562 1.574 .115

Monthly Income 385 1.00 4.00 2.2822 1.00904 1.018 .222 .115

Family Type 385 1.00 3.00 1.5889 .65212 .425 .660 .115

Qualification

Level 385 1.00 6.00 2.8333 1.29458 1.676 .226 .115

Occupation 385 1.00 5.00 2.2222 1.13438 1.287 .475 .115

Valid N

(listwise) 385

Table 4: ANOVA Statistics of comparison of means of demographic variables for rural middle class households

ANOVA

Saving Habits [For Age]

Sum of Squares df Mean Square F Sig.

Between Groups 12.351 3 4.117 18.908 .000

Within Groups 97.107 381 .218

Total 109.458 384

Saving Habits [For Gender]


Between Groups .126 1 .126 .517 .473


Total 109.458 384

Saving Habits [For Family Type]


Between Groups 5.761 2 2.881 12.417 .000


Total 109.458 384


13


Following observations were drawn/derived

from the Table 4:

1. There is significant difference (F = 18.908,

Sig. = .000) between the rural middle-class

households’ saving habits according to their

age groups. Thus it can conclude that age

significantly affects the saving habits of rural

middle-class household.

2. There is insignificant difference (F = .517,



gender type (Male and Female). Thus it can

conclude that gender does not affect the

saving habits of rural middle-class

households or we can say that habit of

saving is not gender specific and any one can

save the amount whether a homemaker as

well.

3. There is significant difference (F = 12.417,



family type (Nuclear, Joint and Single). Thus

it can conclude that type of family of rural

middle-class household affect the saving of

rural middle-class households.

4. There is significant difference (F = 3.342, Sig.

= .010) between the rural middle-class


Saving Habits [For Qualification]


Between Groups 3.192 4 .798 3.342 .010


Total 109.458 449

Saving Habits [For Marital Status]


Between Groups 3.378 3 1.126 4.734 .003


Total 109.458 384

Saving Habits [For Occupation]


Between Groups 3.938 5 1.313 6.278 .000


Total 97.191 384

Saving Habits [For Monthly Income]


Between Groups 4.284 3 1.428 5.963 .001


Total 111.111 384


14

academic qualification (illiterate, undergra-

duate, graduate, post graduate and others).

Thus it can conclude that academic

qualification of rural middle-class house-

hold affect the saving habits of rural middle-

class households.


=.003) between the rural middle-class


marital statuses (Married, Divorcee, Widow

/ Widower and Single / Unmarried). Thus it

can conclude that marital statuses of rural

middle-class household affect the saving

habits or behaviour of rural middle-class

household.




occupations (Agriculture/Agriculture

labourer, Business, Service, Cattle raring

and other). Thus it can conclude that

occupation of rural middle-class household

affect the saving habits or behaviour of rural

middle-class household.




monthly income (<=10000, 10000 – 30000,

30000 – 50000 and >=50000). Thus it can

conclude that monthly income of rural

middle-class household affect the saving

habits or behaviour of rural middle-class

household.

Thus from the Sig. column value for the respective

demographic characteristics it can understand

that age, marital status, monthly income, family

type, academic qualification and occupation of

rural middle-class household are positively

associated with their saving habits but only one

demographic characteristic that is gender does

not affects the saving habits of rural middle-class

households of Udaipur district of Rajasthan.

Table 5: Status of hypotheses assessing the impact of demographic characteristics on the saving habit of the rural middleclass households

Hypotheses

H : Age significantly affect the saving habits of rural middle-class O1a

households of southern Rajasthan districts.

H : Gender does not affect the saving habits of rural middle-class O2


H : Marital status significantly affects the saving habits of rural middle-class O3a


H : Monthly income significantly affects the saving habits of rural middle-O4a

class households of southern Rajasthan districts.

H : Family type significantly affects the saving habits of rural middle-class O5a


H : Academic qualification significantly affects the saving habits of rural O6a

middle-class households of southern Rajasthan districts.

H : Occupation significantly affects the saving habits of rural middle-class O7a


H : Family size significantly affects the saving habits of rural middle-class o8a


S. No.

1.

2.

3.

4.

5.

6.

7.

8.

Status

Accepted

Accepted

Accepted

Accepted

Accepted

Accepted

Accepted

Accepted

Source: Table 4


15

Conclusions

In Rajasthan, in spite of good or average per

capita income compared to other states, the rate

of saving is not that much high, which is

reflected in the total deposits mobiles by the

commercial banks, co-operative banks and

regional rural banks. This is because of the less

industrialization, less developed agriculture

sector and geographical disparities as well. In

terms of per capita income, Rajasthan stands

below the all India average and the sampled

districts stand below the all other districts of

Rajasthan. Cronbach’s alpha value for the 385

rural middle-class respondents of the study was

found .842 and confirms approx 84.2% reliability

of the collected data. Cronbach’s alpha value on

standardized item was .858 and confirms the

85.5% reliability or quality of the data. Total

number of items include in the study were 112.

Following were the findings of the study

performed to assess the relationship between

the demographic variable and saving behaviour

of rural middle-class households:

1. In order to estimate that which personal

characteristics significantly affect the

individuals’ saving habits or behavior one

way ANOVA test was performed over the

data set.

2. Age as a demographic variable significantly

affects the saving habits of rural middle-

class. (F = 18.908, Sig. = .000)

3. Gender as a demographic variable does not

affects the saving habits of rural middle-

class. (F = 0.517, Sig. = .473)

4. Family type as a demographic variable


middle-class. (F = 12.417, Sig. = .000)

5. Academic qualification as a demographic

variable significantly affects the saving habits

of rural middle-class. (F = 3.342, Sig. = .010)

6. Marital status as a demographic variable



7. Occupation as a demographic variable



8. Monthly income as a demographic variable



9. Family size as a demographic variable



References

Amudha J. (2015). ‘Savings and Investment

Behaviour of Rural Household in Salem’,

International Journal of Multidisciplinary

Research and Development. 2015 : 2.

Delafrooz Narges and Hj Paim Laily (2011).

“Determinants of Saving Behavior and

Financial Problem among Employees in

Malaysia”, Australian Journal of Basic and

Applied Sciences, 5(7), University Putra

Malaysia, Malaysia.

Issahaku Haruna (2011). “Determinants of

Saving and Investment in Deprived District

Capitals in Ghana -A Case Study of Nadowli

in the Upper West Region of Ghana”,

Wilolud Journals, Continental J. Social

Sciences 4 (1): 1 - 12, 2011.

Kothari CR (2000). Research methodology: -

Methods and techniques, Vikas publishing

house.

Nathridee Suppakitjarak and Piyarat Krishna-

mra (2015). “Household Saving Behaviour

and Determinants of the Forms of Saving

and Investment in Thailand”, Journal of

Economics, Business and Management, Vol.

3, No. 3, March 2015.

Turner Kea and Manturuk Kim (2012).

“Individual, Institutional, and Structural

Determinants of Household Savings

Decisions”, Utrecht University, Working

Paper: April 2012.


16

Dr. Ashwini Kumar Gaud

Professor, Faculty of Education, Pacific University, Udaipur

Pankaj Mishra

Research Scholar, Faculty of Education, Pacific University, Udaipur

Ashish Adholiya

Asst. Professor, Faculty of Management, Pacific University, Udaipur

Abstract

The comparison of the teaching aptitude and effectiveness in the primary

level teachers of Udaipur and Pratapgarh district of Rajasthan helped to

know that is there any difference in the teaching aptitude and effectiveness

of the primary level teachers and if the difference exists then is the difference

is significant. Measuring the significance of difference may be helpful in

long terms where the administrators of the private institutions and policy

makers in the state level education system gone through with the

parameters of education system which are crucial in making such

differences. Total 400 different teachers of primary level schools of Udaipur

and Pratapgarh participated in the research, out of which 200 teachers were

serving in Government schools and 200 were in Private schools. The study

concluded that significant difference was observed in the teacher’s teaching

skills and knowledge, motivation skills and techniques followed,

professional competitiveness, contribution in academic activities,

professional behaviour and knowledge, class room management related

knowledge, social role and responsibility played by a teacher, moral and

ethical values of the sampled primary level teachers of the private the

government schools of Udaipur and Pratapgarh district of Rajasthan.

Keywords: Teaching Effectiveness, Motivation, Academic, Ethical

Values, Teaching Aptitude

Moral,

A Comparative Study of Teaching

Aptitude and Effectiveness in the

Primary Level Teachers of Government

and Private Schools of Udaipur

and Pratapgarh District of Rajasthan

Introduction

The role of a teacher in making the education system successful is

inevitable, means a teacher plays very crucial role in the successful


17

implementation of the education policy and

framework. A primary level teacher nourishes a

student by implanting moral, ethical values with

in him including the development of

understanding the importance of education,

which make a student responsible and good

citizen of the nation. So a primary level teacher

must have high quality of teaching aptitude and

effectiveness as it overall affect their teaching

capabilities. Quality and effectiveness of

education at every level of the education

hierarchy depends on the teachers of that level

so that a teacher should put continuous effort on

improving his teaching skill and aptitude so that

he himself can create the interest of students in

learning and can positively motivate them in

making the teaching and learning combination

successful.

Importance of teaching aptitude and

effectiveness cannot be denied in the scope of

student and school development. This study is

focused on examining the teaching effectiveness

and aptitude in the primary level teachers of

selected schools of Udaipur and Pratapgarh

district of Rajasthan, as in order to transform a

student into a good citizen role of teacher is very

crucial so this study is very important in several

terms. In order to improve the overall quality of

primary level education Socio-Psychological

status of primary level teachers must be

nourished in systematic form.

The teaching aptitude and effectiveness was

measured in the study with the help of

questionnaire. The questionnaire was

developed by following the teaching inventory

standard of Dr. S. P. Ahluwaliya. In the

questionnaire all the teaching aptitude and

effectiveness related parameters were

measured and studied under Likert Five Point

scale. The parameters included in the study

primarily focuses on fulfilment of research

objectives and development of interrelated

framework of the research.

Out of 400 sampled or selected teachers 200

primary level teachers were from the Udaipur

and remaining 200 were from the Pratapgarh

district of Rajasthan. Out of 200 teachers 100

teachers were of self financed institutions and

remaining 100 teachers were of government

schools. And out of 100 teachers 50 teachers

were male and 50 were female. Thus it could

conclude that in sample selection the foremost

considerable parameter was gender, after it

second most considerable issue was type of the

primary level institution (Government or

Private) and after that district wise distribution

of the teachers was considered as a parameter of

sample selection.

The questionnaire helped to collect the sampled

teachers’ opinion or feedback for several

parameters like teaching related knowledge,

role of a teacher as a motivator, perfection in the

teaching profession, contribution in academics,

professional aptitude or knowledge, class room

management skills, personal characteristics as

teacher, social role a teacher, behavioural

aspects of teachers and many more. This study

will help to know that in which type of

institutions’ (Government or Private) teachers

are comparatively more skilled and effective in

overall teaching.


Teaching effectiveness encapsulate all those

attributes of a teacher which helps them to

deliver effective teaching. Teaching effective-

ness is an important area for research in which

researchers put their effort to examine the

relationship between the attributes of effective

teacher, and how the effective teaching affects


18

their overall class performance and result as well

is also assessed.

Kagthalaa (2002) studied the teaching

effectiveness of middle level schools’ teachers of

Gujarat on the basis of their schools, gender,

educational qualifications, teaching experience,

personality and caste. The study concluded that:

1. Average effectiveness in teaching was

observed in the teachers of middle level

schools of Gujarat.

2. Gender (male or female) of a teacher does not

affect the teaching effectiveness.

3. Qualification level, teaching experience,

creativeness of a teacher significantly affects

his teaching effectiveness.

4. Teaching effectiveness of the teachers of

boys’ school was found comparatively

higher than the teachers of girls’ school and

the co-educational schools.

5. Caste of a teacher does not affect his teaching

effectiveness.

George K. S. (2004) tried to examine the factor

variables which affect the teaching effectiveness

of the primary level school teachers of Kerala.

He studied four major dimensions (Demogra-

phic dimension, Psychological Dimension,

Social Dimension and Institutional dimension)

of teaching effectiveness. The study concluded

that all the four dimensions significantly affect

the teaching effectiveness of a teacher of primary

level school. Out of the four dimensions

psychological and institutional dimension are

comparatively more effective and influential for

the teachers.

Wali (2005) stated that teaching effectiveness

measure of teachers of a school resembles the

status of school effectiveness too. Ding (2006)

found in his study that there is direct and

equation-ally significant relationship between

teacher preparation, teacher quality and student

achievement. Wang (2007) examined the

processes and procedures to improve the overall

teaching effectiveness and what efforts must be

applied in order to improve overall teaching

effectiveness.

Skulte et al. (2008) studied the effective teaching

characteristics of higher secondary school

teachers with reference to their gender, caste and

the status of students. From the qualitative

analysis the study observed and concluded with

24 subjects of teaching effectiveness.

Shweta Tyagi (2013) examined the impact and

relationships in between the demographic

characteristics like gender, social status, caste,

and marital status, knowledge of teaching

subjects, age, qualification and teaching

experience on middle class school teachers’

teaching effectiveness. The study concluded that

all the possible demographic characteristics ()

are significantly associated with the teacher’s

effectiveness.

Dr. Satish Kumar Kalhotra (2014) examined the

teaching effectiveness in the effective and

ineffective teachers. His study was a

comparative analysis in between the effective

and ineffective teachers’ teaching profession

skills and impact of their teaching experience,

age, gender over their effectiveness of teaching.

He concluded that effectiveness in teaching does

not affect effective and ineffective teacher’s

overall opinion about the teaching profession.

Aptitude is a personal and individual

characteristic which is commonly found in

everyone but the extent or the level of its

existence may be different. This personal


19

attribute of the individual motivate them to

react over a situation, tangible elements,

situations and proposals by which they

conclude that whether it is favourable to them or

not. Gopalkrishnan (2006) studied the

relationship between the teacher students’ inner

effectiveness and teaching aptitude. He

concluded that there is significant relationship

in between the teacher students’ inner

effectiveness and teaching aptitude. By

following effective and appropriate teaching

strategies teaching students can improve their

overall teaching capacity and effectiveness

which can help to nourish their inner capacity of

effective teaching.

Rangnaathan (2008) concluded from his study

that there is significant relationship in between

self respect and teaching aptitude of a teacher.

The study also concluded that there is no

significant difference in the score of male and

female teachers for self respect and teaching

aptitude. Sajan (2010) studied the teaching

aptitude and academic status of teacher

students. He concluded that professional

attitude for the teaching profession is a

significant dimension and professional benefit

or interest is the least bothered dimension which

may affect the teaching effectiveness of

individual.

Dr. Mahesh Kumaar Mucchhal (2016)

conducted a study over teaching aptitude and

qualifications of the senior secondary school

teachers. He concluded that there is no

significant difference in the qualification and

aptitude level of science teachers of private and

government school and even no difference was

observed on the basis of gender as well.


Descriptive and exploratory research methods

were adopted in the research here the

descriptive research method is detailed in

nature and the exploratory research method is

single cross sectional in nature. The primary

data is collected with the help of questionnaire.

The questionnaire helped to examine and

measure the teacher effectiveness and aptitude.

The questionnaire is developed and stand-

ardized by following the guidelines of Dr. S. P.

Ahluwalia teacher inventory. All the statements

of measurement of teacher effectiveness and

aptitude were framed under the Likert five point

scale where teacher respondents were asked to

rate their opinion for the statements according to

their rate of agreement for the statement. The

research methods used in the study is

fundamentally focused on examining the

interrelated variables and subjects of the teacher

aptitude and effectiveness and deliberates the

development of teaching aptitude and

effectiveness dimensions in the teachers for the

overall improvement of the education system.

Main variables of the study which were under

examination for fulfilling the established

objectives are as follows:-

1. Independent Variable-

a. Teachers of primary level private and

government schools

2. Dependent Variables-

a. Teaching aptitude of Teachers

b. Teaching effectiveness of Teachers

Research data was collected from several

sources to satisfy the objectives of the research,

following data rules were followed while

collecting the data:

1. Newspapers, Journals and magazines

related to the innovation and development

in Education, Teaching and Teaching


20

methods.

2. Log presenting the development of

education system in India and the structure

of modern education system of India.

3. Questionnaire statements related to the

teaching aptitude and effectiveness of the

teachers.

A standard sample of 400 primary level teachers

was chosen for the purpose of study. In 400

teachers 200 teachers were of primary level

schools of Udaipur district and 200 were from

the primary level schools of Pratapgarh district.

Out of every 200 sampled teachers, 100 teachers

were of self financed primary level schools and

remaining 100 were of primary level

government schools. It was also under

consideration while sampling the teachers that

out of every 100 teachers, 50 teachers must be

male and remaining 50 teachers must be female.

Hypothesis presented below was formulated to

examine the significance of difference in the

feedback and opinion of primary level teachers

of government and private schools of Udaipur

and Pratapgarh.

H : There is no difference in the teaching 0

aptitude and effectiveness of primary level

teachers of government and private institutions.

H : There is significant difference in the teaching a

aptitude and effectiveness of primary level

teachers of government and private institutions.

To identify the significance of difference in the

teaching aptitude and effectiveness of primary

level teachers of government and private

institutions of Udaipur and Pratapgarh districts

of Rajasthan One Way Anova Test was applied.

One Way Anova Test presents the sum of

square, df, Mean Square, F and Sig. value which

helps to identify the significance of difference

between the group and within the group. Sig

value of the table helps to identify that

hypothesis must be accepted or rejected by

presenting the comparison in between the mean

score values.

Table 1: Reliability Statistics of Sample

Teachers Responses

Reliability Statistics

Cronbach's Cronbach's Alpha N ofAlpha Based on Items

Standardized Items

.872 .886 75



Table 1 presented the reliability statistics of

sampled teachers’ responses for the statement

administered in the questionnaire enquiring

their opinion for the teaching aptitude and

effectiveness. As questionnaire was adminis-

tering 75 different statements related to teaching

effectiveness and aptitude and total number of

teachers participated in the research were 400, so

the derived result of reliability which is .872 is

very good as it represent the internal consistency

and positive correlation in the responses.

Cronbach's Alpha Based on Standardized Items

value is .886; it is also very good and shows

quality of questionnaire as well. Total number of

participated variables were 75.

Table 2: Descriptive Statistics of Sample

Teachers Responses

Scale Statistics

Mean Variance Std. Deviation N of Items

234.2319 756.062 27.49659 75



21

Table 2 presented the descriptive statistics of

sampled teachers’ responses for the teaching

aptitude and effectiveness. Mean value is

234.2319 and the variance is 756.062 and the

standard deviation is 27.49659. So it could

conclude that the value of the data shows good

variability (234.23±27.49) among the variables

and also shows that the responses are not stuck

to a specific kind of answers which also confirms

the quality of the data set.

Table 3: and AptitudeReliability Test of Dimensions of Teaching Effectiveness

Table 3 presented the reliability statistics of the

dimensions of teaching effectiveness and

aptitude presented in the questionnaire. Table

discloses that for all the six dimensions

Cronbach’s Alpha value was good, which

represent the good and positive correlation in

the teachers’ responses for the related

statements.

Teaching activities related dimension

encapsulates four statements and their

reliability value is 0.738. Professionalism in

teaching dimension encapsulates 24 statements

and their composite reliability value is 0.857.

Social behaviour of teacher dimension

encapsulates 11 statements and their composite

reliability value is 0.877. Teacher’s role as a

motivator related dimension encapsulates 8

different dimensions and their composite

reliability value is 0.856. Discipline followed in

teaching related dimension encapsulates 10


different dimensions and their composite

reliability value is 0.798. Personal characteristics

related dimension encapsulates 12 different

dimensions and their composite reliability value

is 0.747. Overall for all the dimensions reliability

score is more than 70.0% which is a good mark of

internal consistency and data quality and

confirms that data may be used for further

processing.

Thus it could conclude that for all the statements

administered under the six different dimensions

of teaching effectiveness and aptitude, sampled

teachers responses quality and correlation index

is quite high which shows the quality of overall

data and confirms the research output quality as

well.

Teaching effectiveness and Aptitude Dimensions Reliability Statistics

Cronbach's Alpha N of Items

Teaching Activities Dimension .783 4

Professional Teaching Dimension .857 24

Social Dimension of Teacher .877 11

Teacher role as motivator .856 8

Teaching discipline dimension .798 10

Personal characteristics of Teacher .747 12


22

Table 4: One Way Analysis for comparative examination of Teaching Aptitude and Effectiveness in the Primary Level Teachers of Government and Private Schools

ANOVA

Sum of

Squares df

Mean

Square F Sig.

Factors related to the teachers’

teaching knowledge

Between Groups 12.859 1 3.215 2.541 .040

Within Groups 430.115 398 1.265

Total 442.974 399

Teacher in the form of motivator]

Professionalism in teaching

profession] Contribution in academic

activities, Professionalism,

Knowledge of classroom

management

Between Groups 13.800 1 3.450 2.487 .043

Within Groups 471.632 398 1.387

Total 485.432 399

Social role and responsibility of a

Teacher

Between Groups 8.382 1 2.096 2.324 .048


Total 314.910 399

Emotional behaviour of a Teacher

Between Groups 14.752 1 3.688 2.600 .036

Within Groups 482.309 398 1.419

Total 497.061 399

Moral Values of a teacher

Between Groups 17.181 1 4.295 3.982 .004

Within Groups 366.750 398 1.079

Total 383.930 399

Personal Characteristics of a Teacher

Between Groups 8.983 1 2.246 1.949 .102

Within Groups 391.713 398 1.152

Total 400.696 399



From the One Way ANOVA statistics of Table 4

it could interpret that for which factors or

statements related to the teaching effectiveness

and aptitude teachers opinion shows significant

difference.

1. For “Factors related to the teachers’ teaching

knowledge” mean score values (3.215 and

1.265) showed good and significant

difference. F value is 2.541 and sig value is

0.040 both confirmed that teaching skills and

23

knowledge in primary level teachers’ of

government and private school is different.

So need of improvement is required in order

to eliminate the difference in teaching skill

and knowledge in both type of institutions.

2. For “Teacher in the form of motivator]

Professionalism in teaching profession]

Contribution in academic activities,

Professionalism, Knowledge of classroom

management” mean score values (3.450 and



0.043 both confirmed that for the role of a

teacher in the form of motivator]

Professionalism in teaching profession]

Contribution in academic activities,

Professionalism, Knowledge of classroom

management in primary level teachers’ of

government and private school is found

significantly different. So need of

improvement is required in order to

eliminate the difference in both types of

institutions.

3. For “Social role and responsibility of a

Teacher” mean score values (2.096 and



0.048 both confirmed that for the Social role

and responsibility in primary level teachers’

of government and private school is found



eliminate the difference in Social role and

responsibility of a Teacher in the both types

of institutions.

4. For “Emotional behaviour of a Teacher”

mean score values (3.688 and 1.419) showed

good and significant difference. F value is

2.600 and sig value is 0.036 both confirmed

that Emotional behaviour in primary level

teachers’ of government and private school

is found significantly different. So need of


eliminate the difference in Emotional

behaviour of Teachers of both the types of

institutions.

5. For “Moral Values of a teacher” mean score

values (4.295 and 1.079) showed good and

significant difference. F value is 3.982 and sig

value is 0.004 both confirmed that Moral

Values in primary level teachers’ of

government and private school is found



eliminate the difference in Moral Values of a

teacher of both the types of institutions.

6. For “Personal Characteristics of a Teacher”

mean score values (2.246 and 1.152) showed

insignificant difference. F value is 1.949 and

sig value is 0.102 both confirmed that

personal characteristics of primary level

teachers’ of government and private school

is quite same no significant difference in the

personal characteristics is observed.

Conclusions and Remarks

Cronbach alpha value of the 400 teachers’

feedbacks for the 75 different statements

administered in the questionnaire representing

the teaching effectiveness and aptitude is 0.872

which showed 87.2% internal consistency and

correlation among the values and also

confirmed the quality of data as well. Out of 400

sampled teacher 50% teachers were male (200)

and remaining 200 were female thus the results


24

Table 5: Status of hypothesis established for comparative examination of Teaching Aptitude and Effectiveness in the Primary Level Teachers of Government and Private Schools

S. No. Hypotheses Accepted / Rejected Factors

1.

Ha: There is significant difference in

the teaching aptitude and effective-

ness of primary level teachers of

government and private institutions.

Factors related to the teachers’ teaching

knowledge, Teacher in the form of

motivator, Professionalism in teaching

profession, Contribution in academic

activities, Professionalism, Knowledge of

classroom management, Social role and

responsibility of a Teacher, Emotional

behavior of a Teacher, Moral Values of a

teacher

2.

H0: There is no difference in the

teaching aptitude and effectiveness

of primary level teachers of

government and private institutions.

Personal Characteristics of Teacher


were not dominated by any specific gender.

Following are the main observations of the

study:

1. Effective and significant difference was

found for “Factors related to the teachers’

teaching knowledge”, “Teacher in the form

of motivator] Professionalism in teaching

profession] Contribution in academic

activities, Professionalism, Knowledge of

classroom management”, “Social role and

responsibility of a Teacher”, “Emotional

behaviour of a Teacher” and “Moral Values

of a teacher” in the primary level teachers of

government and private schools.

2. Ineffective and Insignificant difference was

found for “Personal Characteristics of

Teacher” in the primary level teachers of

government and private schools.

References

Dr. Mahesh Kumaar Mucchhal (2016). “A study

of Teaching effectiveness and Aptitude of

Science Teachers of Senior Secondary

Schools”. The International Journal of

Indian Psychology, ISSN 2348-5396. Volume

3, Issue 2, No-3.

Dr. Satish Kumar Kalhotra (2014). “Study of

Teacher Effectiveness in Relations to

Attitude towards Teaching Profession”.

International Journal of Education and

Psychological Research (IJEPR) Volume 3,

Issue 4, December 2014.

Kagathala, A.B. (2002). A study of effectiveness of

teachers of secondary schools in Gujarat.

Journal of Education and Psychology. Vol. LIX,

No.4 and Volume LX No. 1, Jan-June 26-33.


25

Mehta, R.B. (2010). A Study of Teaching

Competency, Professional Commitment

and Emotional Maturity of the Student

Teachers of the Secondary Teacher-

Education Colleges of Saurashtra Region.

Ph.D.(Edu.), Saurastra University.

Ranganathan, V. (2008). Self esteem and Teaching

aptitude of DTEd students. Journal of

Psychological Researches. An International

Journal. Vol. No.52, No.1, p.47-49.

Sajan, K.S. (2010). Teaching Aptitude of Student

Teachers and Their Academic Achieve-

ments at Graduate Level. Ph.D. Edu. Uni. Of

Calicut. ERIC - Ed50897

Shweta Tyagi (2013). “A Study of teaching

effectiveness of secondary school teachers in

relation to their demographic character-

istics”, International Journal of Engineering

and Innovative Technology (IJEIT), Volume

3, Issue 1, July 2013.


26

Gaurav Dhakar

PhD Scholar, Pacific University, Udaipur

Shatakshi Tripathi

Assistant Marketing Manager,

Kosmoderma Skin and Hair Clinics, Bangalore

Dr. N. S. Rathore

DDG (Education), ICAR, New Delhi

Abstract

This research paper talks about the relevance of the 4Ps of marketing in

the present context especially since they were first coined in 1960 by E.

Jerome McCarthy when the market was sin the phase of gradual

development against the fast growing market now in 2017 which has seen

its share of crests & troughs and also depressions.

In such a scenario, still sticking to the Product-Price-Place-Promotion rant

before devising a marketing plan is a question that this research paper

answers. Whether there can be another set of 4Ps or an extension of the

initial is a discussion which comes in the later section of the paper.

Keywords: Digital Selling, Digital Marketing, Marketing Mix, 4P,

Targeting Millennials

Redefining Marketing Mix

for Digital Marketing

Introduction

The research paper first discusses the origin and relevance of the

traditional 4Ps of marketing. The relevance is measured against the

current marketing campaigns undertaken by various brands in FMCG

which forms the face of the B2C market for which the 4Ps were initially

coined. Developing from the same, the research paper further proposes

the new 4Ps of marketing which suit the current digital and offline

marketing scenario more.

Also, considering the fact that Product-Price-Place-Promotion is a criteria

broad enough to be refuted, the research paper tries to be more specific in

the new proposition which hence become- Palette (Product Portfolio),

Proposition (Positioning/ creativity), Proximity (In Sight in Mind/Shift

to digital media) and Personality (Public Relations).


27

Conceptual Framework

It has been a common observation that

numerous campaigns are rolled out into the

market at a pace which is highly frequent. And

when we talk of campaigns we do not mean the

major above the line campaigns or to be more

specific the campaigns which are usually on TV

on the prime time to get the best of the audience;

even the random creative which roll out daily on

the Facebook pages or the messages that we get

in our inbox, the mails that usually land up in

our spam folders, the pamphlets that get

distributes- all these are marketing campaigns in

one form or the other.

A lot of money gets into executing these

campaigns. An estimate report by First post

marked the number to be around 15% of the

annual budget being dedicated to marketing

campaigns. (FP Staff, 2015). This figure was later

increased to an estimate of about 30% of the

annual budget by 2017 i.e. the current year.

(Leone, 2016)

With budgets this huge and ascertaining the

campaign effectiveness an equally difficult and

ambiguous task, the research paper aims to

provide a model by the means of the new 4Ps

which would grant a closer look at what works

in the market and hence should be used as a

wireframe.

service, an aspiration, an idea or any

motivation which has been put up to be

given in exchange of some tangible or

intangible benefits to the proposer.

b. Price: Price is the cost at which the product

can be acquired. It again need not be tangible

cash. It can be a good also as is usually the

mode of exchange in the barter system.

Usually decided by the proposer, a price can

also be open to negotiation.

c. Place: A place defines the location at which

the product is sold. It is basically the touch

point for the sale. It can be a shop, a stall or

even an online platform.

d. Promotion: The last of the 4Ps but by no

means any less important. Once the product

has been made, the price and place of sale

decided, the question is about getting the

product to the customer’s vision. Promotion

is the key to enter into the customer’s mind.

The right type of promotion is then

subjective to the type of customer.

Now, we shall take a few illustrations to

understand the impact of the 4Ps on a product’s

marketing. For better understanding, we shall

take the example of one fast moving consumer

good, ‘Nirma’ washing powder and another of

niche segment of ‘Nirav Modi’ brand of

jewellery which is exclusively a high end

product.

Nirma detergent, the washing powder with

humble beginnings which first came into the

market in 1969 with a simple motive of its

founder- to earn extra income. Karsanbhai Patel

did not really have any idea of the marketing

knowledge. All he knew was that there was a

low income segment which was still struggling

with washing soaps and aspired to use

detergent powders for its utility. The product

Materials and Methods

To start with, we would first introduce the

traditional 4Ps (Kotler, Koshi, Keller, & Jha,

2017) of marketing and then we will discuss the

relevance of the same.

a. Product: Product is any offering at sale. It

need not be a tangible object, it can be

intangible object which is then called

service. A product can be a tangible object, a


28

here is the detergent, the price is something we

will discuss later because it was the

differentiating factor, the place was the typical

market, without the presence of the product at

the shops, the product was actually sold door to

door and promotion- word to mouth and door to

door selling.

We are talking about price in specific because it

was what made the product sell. In a time when

Hindustan Liver Limited’s (now Hindustan

Uniliver) ‘Surf’ was priced at Rs. 15 per kg,

Nirma came as a surprise packet of Rs. 3.5 per

kg. There was definitely a psychological barrier

towards using a new detergent powder in the

market which was priced so low and this is

where promotion worker.

Karsanbhai sold the products door to door,

giving demonstrations and thus proving the

point. Rs 3.5 per kg was a proposition attractive

enough what bolstered it further was the door to

door marketing.

The result was that Nirma which was initially

ignored by HLL as a product which will at max

get famous is the local market became a major

competitor taking almost all of the lower income

group market and soon about 15% of the higher

income group too. (ICAR, 2014)

Now imagine doing this in a market like today.

First, there are so many pricing segments

already that finding a suitable one would be

difficult. Second, the door to door promotion

strategy which worked then will not work now

because hardly anyone would open the door to a

salesman. Also, with internet, television adverts,

mobile ads at quick perusal, the insight in mind

experience would already be enough for other

brands as against ensuring the recall of a

product sold at door.

Second example that we take is of a jewellery

brand called Nirav Modi. Nirav Modi started

with specially curate diamond jewellery designs

for the elites. There were no outlets, no online

purchases, just word of mouth that worked for

him and the brand.

Nirav Modi was initially just one brand of fine

cut diamond jewellery which was getting

auctioned on Christie’s and Sotheby’s. No doubt

diamond attracted the high profile but there was

no brand image till then, just the product with

high price. But like they say, the connoisseurs

know the good from the bad and choosing the

right auction platform worked for Nirav Modi.

Soon the word spread. Also, to maintain

exclusivity, the sales were made only by

appointment. The product thus got promoted as

a privilege and made its standing in the up

market houses.

However, realizing that the privilege tag cannot

be maintained for long considering the

aspirations of the people, Nirav Modi took the

right step by opening store in Delhi, Mumbai,

Hong Kong, Bangalore and New York and

lowering the base price to Rs. 3 lacs which was

initially Rs. 12 lacs (Chaturvedi, 2016)

Thus we had the product- Fine cut diamond

jewellery; at a price- Rs. 12 lacs basic then, Rs. 3

lacs now; with the right promotion- auctions

and appointments then, store also now and

being sold at the right places (auction platforms)

for the high profile audience it catered to.

Now again, Nirav Modi had the benefit of online

auction platforms to spread the word. What if he

did not have them? How would he have reached

his target audience?

The 4Ps stood true but only at the basic level

here. In the plethora of options at offer, how

much is just knowing your 4P essential. The


29

advent of internet has also disrupted the market

and as could be seen in the case of Nirav Modi

above, had it not been for the “internet” the

product would have lost out in all the likeliness.

Add to that the fact that despite being an

exclusivity, the brand had to open its stores just

so that it remains in the minds of the people.

Campaigns were shot for the same too.

The base price was lowered to cater to an “other

than its usual” audience too. The positioning

was more of a carefully curated position. In such

a case how relevant did the traditional 4Ps

remained. The further sections where we

propose the new 4Ps will give an insight into the

same.

of a person are not constant. Over time everyone

graduates in steps as per the Maslow’s

hierarchical structure. With an improvement of

decrement, the needs, wants and desires vary

accordingly.

For example, in the Nirma case that we had

discussed above in the introduction, had

Karsanbhai restricted himself to just Nirma

washing powder, the product would have been

long lost and forgotten; mainly because the

audience that he was catering to initially had

graduated to a medium income group and with

the increase in the wallet size, increased the

average expectations too. Thus to keep up with

the audience Nirma began with, a diverse

portfolio or product palette was required.

Now sometimes it so happens that the needs are

not known, they are very much in existence but

since none has capitalized on them or given a

serious thought, they remain latent and keep

lying in the oblivion. Some of these needs can

have huge market potential too. For example the

mobile app called Cam-scanner which scans just

like a usual scanner capitalized on the latent

need of easy access scanners as against the bulky

ones which one needed to connect to computers

to function. Though a freeware initially and to a

great extent now also, the amount of adverts that

are there on this platform have become a huge

revenue source for the firm. Thus, a latent need

was identified and it resulted in benefits and

revenue for both the consumer and the

manufacturer.

Another example that we will take will be of

Apple, the widely celebrated telephone brand.

Apple has its own ecosystem, it has its i-tunes, i-

message, safari (web browser); basically

everything that you can think of on a phone,

Apple has it manufactured in house. The same

Analysis- The Proposed 4Ps

1. Palette

Palette as a term defines the assortment of

product that is maintained by a firm in order to

cater to diverse segments of the market.

It can be defined as an alternative term for

product portfolio that is maintained by an

organisation. But what is the need for a product

portfolio? Well the answer is simple- the market

place is more about Jacks of all trades than the

masters of one!

But before we get into the nitty gritties of why a

firm should have a Product palette, let us have

an understanding of what a product is:

A product is any offering that can satisfy a need

or want, such as one of the 10 basic offerings of

goods, services, experiences, events, persons,

places, properties, organizations, information,

and ideas. (Kotler, Advanced Marketing

Management, 2012)

In other words a product is something that

satisfies the needs of a customer. Now the needs


30

goes with Android, you have playstore on it,

Chrome (the best of the web browsers), and all

the apps that you can think of will be there. So

basically, if Apple has its own ecosystem,

Google maintains a platform such that every

single innovation (like Cam-scanner) comes to it

on its own. Now let us contrast it with what

Nokia did. The fact that both Google and Apple

capitalized on even the branching needs while

Nokia resulted in what we all know, the Giant of

the mobile market got sold to Microsoft.

Now imagine, had Nokia tied up with Google or

developed its own services timely, would it have

seen the same day?

To be honest, nothing can be said with certainty

but the probability of such a sad sell out would

have been far less.

Basically, the thing is that when a customer

attaches himself to a brand, he expects that it

should satisfy almost all the needs. The ideal

expectations are that he does not have to search

here and there and invest in separate brands for

separate needs, if it is household needs like

washing clothes, then all variety of clothes be

provided a washing solution under one brand, if

it is personal care then it be one brand and

nothing is better if all these solutions are

provided by an umbrella brand; a brand which

has all the customer trust so that buying these

daily needs becomes an easy task for him.

Another finicky thing about customers is that

they do not give their loyalty to a firm soon, the

moment they graduate from one strata to

another or find a better value proposition

somewhere else, they switch immediately. Now

with such dwindling loyalty, how to retain

clients especially when the cost of acquisition is

too high?

Well, many of the learned people will say that

pricing strategy should be re-examined or

maybe some innovation should be done. The sad

and often neglected part however is that any

kind of innovation comes at a price and any

alteration in the price either graduates you to a

level above or demotes you to one below.

Many managers are of the view that a cost

benefit analysis of the same would give us the

best possible solution; however this marketing

myopia is precisely the reason why wrong

decisions are taken.

Let us have a look on some examples of

strategies implied by some of the biggest name

in the FMCG sector:

• Ever wondered why P&G launched Tide as a

detergent specifically for white clothes while

it already had Ariel as a top brand in the

segment?

• Why did L’Oreal launch Garnier brand of

products targeting the comparatively lower

salary segments when it was doing well

enough?

• HUL is in literal sense a house of brands

where it has multiple brands for a single line

e.g. Lux, Liril, Hamam etc.

Now the question that arises is, why do these

brands which have enough money to put into

marketing or give away as discount diversifying

into multiple products within the same domain?

Will such an act not lead to cannibalization of

their own sales? Also, since all of these sub

brands under the main brand work as separate

entities or strategic business units, are they not

creating competition for themselves only?

The answer to all of the above without any

exception is to capture additional market and to


31

churn additional revenues. But what is the need

to capture additional markets when a suitable

pricing strategy can get the additional revenue

for us.

Well, like it was mentioned before, the ideal does

not exist and there will always be some need or

want that will be left unsatisfied. It is to enter

into these new markets does a brand expands.

An expansion in the Palette will be easier

compared to the initial brand launch because it

will have an established name attached to it and

hence people will be able to relate to it better.

Also, new market will also be exploited for

opportunities and if the brand lives up to the

standards, it can own a considerable market

share in whichever target audience it chooses.

Palette extension definitely needs a huge capital

investment but sticking to a single product

ultimately leads to stagnation of market for the

company.

It is thus advisable that the firms should after

setting up their brand invest in the image/

Palette expansion.

available on them, laptops and personal

computers have been restricted to nothing more

than a larger screen needed for office work.

This readiness of the product availability is the

reason why the place in the 4Ps is getting

replaced by proximity. The question from

whether it is available or not has shifted to where

is it available and how fast can it be delivered.

How can a brand at the precise moment cater to

the needs or wants of the customers is something

that the companies have to ensure to stay at par

with the competitors. Needless to say that

Flipkart, Amazon and many such e-commerce

websites are thriving on this need that was once

latent-the need to get everything on a click.

Think of the supreme ecstasy many of us feel

when we find an online store which promises

home delivery as well. “Ekstop” filled this gap of

going to the market and buying basic home

requirements and the growth in its consumer

base has been no prizes for guessing, exemplary.

This was then followed by many other startups

like Zopnow, Big Basket etc not to mention the

retail stores such as Reliance and Big Bazaar also

chipping in for a home delivery system.

Let us discuss the case of food outlets like

McDonald’s (McDonald's Restaurants , 2012),

Dominos and Pizza Hut. All the three food

outlets have a very good presence in almost

every city which seemed to be a potential target

segment. Their food joints are always brimming

with customers enjoying inside and waiting

outside in queues but still they had to venture

online. The reason is simple, who would not

want to add more to its customer base. And plus,

when you do not want to get ready to go out and

do not want to cook either, ordering online is the

best option. And not only these big food giants,

various sites such as “food panda” and

2. Proximity

Proximity defines the closeness of the product

availability as against the prospective

customer’s location. As against the traditional

idea of place, which defined where the

prospective customer could be found, proximity

defines how easily accessible is the product to

the customer.

Now, we are living in a digital age where the

closest product availability is on our mobile

screens. Initially, e-commerce was about

logging into your system and ordering but m-

commerce is the buzz word now and with the

advent of smart phones and almost all services


32

“Swiggy” have also emerged which provide a

multitude of options to choose from on the same

page. What more could a person ask for? Upping

the game came “Freshmenu” and “Faasos”

which provided the not-so-regular cuisine

freshly delivered to our homes.

An average Internet user spends around 5 hours

a day on internet (A C Nielsen, 2015), a well

strategically placed content can thus increase the

visibility to the potential clients. This is precisely

the reason why Facebook started the “Facebook

ads” business. Many small and medium

enterprises have benefitted from it by reaching

out to the customers far and wide.

The thing is that the youth or you should say the

crowd which is actually the target for most

because of the money that they have is not

looking for economy as much as it is looking for

comfort. What is better than sitting in the

comfort of home and purchasing grocery online

and that too on discounted rates? The delivery

happens after about 3 hours and meanwhile you

can shop online for some clothes or daily needs

which would anyway be delivered within a day

or two.

The generation that is now lives in the present,

they want to splurge and saving is not the first

thing on their mind; for them standards matter

more than the bank accounts. For someone like

us who wants everything at fingertips and

reduce the movement to minimum, going to the

next door kirana shop isn’t as viable as ordering

online and hence while the place still remains

the same, proximity wins the game.

domain of promotion and price.

How that is an intersection will be explain in

detail further with the help of examples:

Price wars have been the meanest and yet

commonest of the occurring in the market

scenario. Be it the FMCG sector, the airlines or

even the service sector, people have fought over

prices and there are no surprises in it because

once a firm seems to have exhausted all its

innovative options, cutting down on the price or

giving discounts seems the best possible way

out.

However, altering your pricing strategy to start

a price war is a non-sustainable short term

strategy. The biggest examples to discuss for

such a situation would be of Spicejet and

Kingfisher, both of which ruined their standing-

thanks to the price wars. It is a different fact

though that Spicejet had a turnaround but

eventually it had to stop playing on the price

Reducing prices has been the traditional way of

market capturing and it seems so obvious to all

that even the initial marketing lectures have the

prospective managers vouching for a price

reduction. Southwest Airlines when faced such

a threat from Brainiff International and Trans

Texas Airways who reduced their flight ticket to

$13 did not really go for a price cut. It instead

offered a regular $26 flight laden with goodies

and a cheaper $13 one. Contrary to what we

might expect, 80% of the people went for $26

flight. This clearly states the fact that the people

who are ready to pay would prefer better

services rather than saving money. (Southwest

Airlines, 1995)

Thus it is clear that if a brand positions itself well

and earns the trust of its customers, prices

would never be an issue for it and its

3. Proposition

Proposition defines the value perception that is

defined for the customer, if we try and relate it

with the traditional 4Ps of marketing then

proposition will be defined as the inter-sectional


33

profitability will never be affected in the long

run. If we consider the luxury clothing brands

like Louis Vuitton and Armani; they don’t have

to worry about the pricing of their products.

Customers are willing to pay premium prices for

their products without doing any cost benefit

analysis.

Levi’s launched brands like Dockers, Sykes and

Levi’s Signature in the Indian market to cater to

the different income groups but all of them

failed because Levi’s had already been

positioned as a premium brand and the price cut

brought the image of reduced quality for the

Indian masses who generally relate price and

quality proportionally. If we consider an

automobile brand like Audi then the image that

comes to our mind is that even the cheapest car

would not cost less than Rs. 30 lakhs. So, even if

they come up with a new model which can be

sold for around Rs. 20 lakhs they would not do it

to keep up with their image.

Moreover, since the generation is becoming

more brand centric and is willing to pay for the

brands, the main strategy for a firm should be to

decide on the segment which it needs to target

and then position itself in that segment followed

by zeroing on the right pricing instead of doing it

the other way around.

lost business into a profit making venture. The

casino chain came up with the idea of “luck

fairies” that would go to the customers who

were losing repeatedly and gift them holiday or

dinner packages. Thus, even though losing, a

person never felt that Harrah’s was doing what

every casino does- make money from you. On

the other hand, the image that came up was that

if you go to Harrah’s, you never really lose for

there will be something or the other for you

always. In a nutshell Harrah’s made a point to

know their customer just like a family and then

follow this strategy religiously. (Harrah's

Entertainment Inc, 2001)

Another example we take is of the laptop

manufacturing giant Dell which happens to be

one of the most recommended service provider

in its domain. It goes without saying that Dell is

usually the first choice for most and it is not

because Dell’s laptops never work awry, the fact

is that even if the laptop functioning goes

haywire, their executives who are usually the

touch points with the customer would be ready

at help. There are hardly any prime time adverts

for Dell but it is their well trained workforce

which advertises the work and service

standards that the brand stands for. There are

other players like SONY, HP, HCL etc. who have

technologies at par but what gives DELL an edge

is the after sales service that it provides. No

matter what technical issue you have, you can

always and at any point of time get your

warranty extended (terms and conditions

applied) or ask for direct technical help. A DELL

serviceman never takes more than 3-4 business

days to get your issue corrected and that too if

the issue has not been already corrected online.

Except for the manufacturing sector, CRM

installation growth has been meteoric in all the

other sectors. This is because in a B2C

environment, the end customer is the primary

4. Personality

Personality for a brand defines the image that it

portrays in front of its prospective customers. It

can be said to be an extension of the public

relations. As against the promotions which used

to be a single sided affair, personality defines the

overall interaction of the brand with its

customers.

We will start with the example of the Harrah’s

Casinos. Harrah’s is a classic case of how by

knowing your customers’ one can overturn a


34

customer as well. How will the market react to a

product depends on the level of trust the

customers show in the brand image. Any

negativity in the market may reflect poorly in

the sales. If we have a look at the Piggly Wiggly

stores’ (Multiple, 2000) history then we would

be able to understand even better that how

public relation management can work wonders

as well as spell disaster. The stores founded in

1916 by Clarence Saunders were the reason

behind the last great corner. Saunders showed

exemplary firm Personality handling and

mobilized the people of his native Memphis to

work for him. However, the disaster occurred

when even though the people were working for

him, he started spending on building a palace

for him.

The difference might not be very stark in the

FMCG sector when we look at the end consumer

but a very critical application of Personality

management lies in the supply chain itself. The

firms provide the retailers and/or distributors

with periodic discounts, free gifts or provide

packages to them so as to maintain good

relations with them. Not only this, the retailers

are also involved in demand analysis either

directly or indirectly which gives the latter a

sense of importance and provides a feel good

factor.

The thing is that even if the product falters,

which it would one day or the other, if the

interaction point maintains a level of comfort for

the customer, the mistakes can be ignored. Of

course this does not mean that product quality

has no value at all but the fact that a courteous

and positive relation can act as a cushion cannot

be undermined.

Thus, it will be safe to say that more than the

product it is the service and the level of

interaction that works for the brands.

Conclusion

We saw above that how the traditional 4Ps

though still very much relevant are in need for

refinement. Such a postulation is justified too

since the market has evolved a lot since the first

time these 4Ps were postulated.

Here is a look at how the newly proposed 4Ps

will help in taking the marketing decisions.

Palette: Will help a firm to define what all the

primary, secondary and tertiary target segments

that it needs to work on. Defining the

characteristics of the same, the firm can then

gradually develop a production process such

that the future innovations for preparing the

product palette can be incorporated at a lower

cost. Also, the promotion plan would be devised

such that it can gradually transition into

promotions for separate segments.

Proximity: Will help in determining the supply

chain requirements and the platforms on which

the product needs to be available. Also, basis the

customer profile created, a mobility map of the

same can be determined which will help in

choosing the closest relevant touch points.

Proposition: This will help in determining the

perceived value that the customer would find in

the product. Depending on the economics of the

firm, the pricing or promotion could thus be

modeled. Also, since it couples with product

palette, hence the revenue model could also be

generated for the entire portfolio in total. Thus

the investment made would be comparatively

more risk averse and hence overtime would

provide reasonable data for portfolio

refinement.

Personality: This is entirely about the

perception of the brand image to be created.

Combined with the fact that the firm will have a

palette of products, the brand personality would


35

be made flexible as against a rigid mould which

required lots of investment to break. Thus, it will

prove to be really cost efficient in the future

saving both on money as well as effort. Having

said that, we understand that a lot of literature

will not be found to support our proposition but

then practicality is what is running the business

and the authors have tried their best to include

as many relevant example as possible.

To develop suitable literature for the proposed

4Ps will be the area of further research for us.

References

A C Nielsen. (2015). Internet of the things.

Nielsen.

Chaturvedi, A. (2016, Feb 24). Jewellery

designer, Nirav Modi eyes expansion into

global high street . Retrieved from Economic

Times: http://economictimes. indiatimes.

com/industry/cons-products/fashion-/-

cosmetics-/-jewellery/jewellery-designer-

nirav-modi-eyes-expansion-into-global-

high-street/articleshow/51114591. cms

FP Staff. (2015, March 23). 90% Indian brands to

spend up to 15% of their annual marketing

budget on social media. Retrieved from

FirstPost: http://www.firstpost.com/

business/90-indian-brands-spend-15-

annual-marketing-budget-social-media-

2168495.html

Harrah's Entertainment Inc, 502-011 (Harvard

Business School October 2001).

ICAR. (2014). Success Story of Nirma. VBS.

Kotler,P.(2012). Advanced Marketing Manage-

ment. Pearsons.

Kotler, P., Koshi, A., Keller, K. L., & Jha, M.

(2017). Marketing Management: A South

Asian Perspective. Pearson.

Leone, C. (2016, October 20). How Much Should

You Budget For Marketing In 2017?

Retrieved from WebStrategies Inc:

https://www.webstrategiesinc.com/blog/

how-much-budget-for-online-marketing-

in-2014.

McDonald's Restaurants (September 21, 2012).

Multiple. (2000). The Book of Case Studies.

Random House.

Southwest Airlines (Harvard Business Review

Jan 1, 1995).


36

Dr. Leena Sharma

Asst. Professor, Department of Economics,

Pacific Academy of Higher Education and Research University, Udaipur

Abstract

Role of the farmers in India is not only measured as a contributor in the

Indian economy, but also consider as a nation builder. Every citizen of the

nation has respect for the soldiers and farmers, even in a song by Manoj

Kumar the nation is quoted as a nation of solider and farmers. If we look

over the Indian agriculture & allied sector contribution in the Indian

economy then around 14% of India's GDP and nearly half of Indian

workforces are associated with the agriculture related activities. India

ranks second worldwide in farm output. So, to ensure the socio-economic

security of the farmers in India, many states repealed their APMC acts

and framed laws farmers-friendly. Legislation like Forest Rights Act,

PESA Act & Land acquisition (Rehabilitation & Resettlement) Act are

forward looking steps to deal with incessant displacement of farmers and

tribes and preserve their rights over their lands. Including several policies

and acts for the farmers in India, GOI is consistently increasing the

procurement prices to ascertain the economic strength of farmers, so any

of socio-economic indicators in terms of percentage does not revealed the

reason behind the riots and it’s tough to understand the causes as well.

Keywords: GDP, GOI, Socio-Economic, Economy, Acts, Policies, Riots

Farmers’ Riots:

A Vulnerable Issue

Introduction

Bottom line of any riot is who is ultimately affected by it, only a common

man of the nation and the economy. After every riot policy makers and

economist start revealing the facts and causes behind riots. But this time

the things become tough to identify that whether it is a political drama or

the real socio-economic status explained about the farmers are behind the

riots. The unrest started from the Maharashtra and Madhya Pradesh and

scattering across the nation, therefore it is very necessary that the

economy policymakers and analysts should understand the fundamental

causes behind the riots in order to best indemnify the society, and

farmers, from economic doom.

Due to several factors presented by the experts in their socio-economic


37

explanation, that nobody wants to be farmer

anymore and the reasons revealed behind it is

that this profession is un-remunerative and ask

for relatively more physical jobs to do.

Increasing rate of literacy among the rural

segment of India is pushing the children of

farmers for the urban jobs with handsome

packages. But does the Indian economy is

generating that much jobs which can

accommodate the need of urban, semi-urban,

rural and migrants from farmer families, the

answer is no and it leads to the unemployment

which turns into the frustration, despondency

and ultimately result into riots. But this time the

agenda looks quite different behind the farmers’

riots and that is loan waiver. The allegation of

print and news media of these riots is on

government and in regular news they are

blaming the government for the farmers’ suicide

as well. This paper will show you some reasons

which may make you rationale to understand

the reasons for the farmers’ protest.

Source: NCRB, Data merely records the

suicides not the reasons

From the data revealed by NCRB and presented

in Table 1 if we cited the suicide as one of the

reasons of riots then the figure does not add

much information and not even confirms the

Table 1: Killing Fields Statistics: Suicides by Farmers

Year

No. of farmers

committed

suicide

+ / - %

change

2009 17,368 --

2010 15,964 -8.08%

2011 14,027 -12.13%

2012 13,754 -1.94%

2013 11,272 -18.04%

2014 12,360 +9.65%

2015 12,602 +1.92%

suicide may be reason behind riots. As of our

opinion suicide is a complex social and cultural

phenomenon and suicide is a result of one’s

incomprehens ib le and disappoint ing

occurrences for any family member, or friend, to

experience.

Table 2: Rising Prices, and Welfare, of Indian

Farmers (2014-15 to 2016-17)

Prices 2014-15 2015-16 2016-17 % Change2016-17

over 2015-16

Wheat

Procurement 145 153 163 6.5

Wholesale 124 130 144 10.8

CPI 123 124 137 10.5

Pulses

Procurement 100 110 123 11.8

Wholesale 125 171 190 11.1

CPI 118 161 163 1.2

Gram

Procurement 318 350 400 14.3

Wholesale 105 149 229 53.7

CPI 79 113 181 60.2

Fruits

Wholesale 133 132 140 6.1

CPI 127 128 135 5.5

Vegetables

Wholesale 163 148 132 -10.8

CPI 143 144 135 -6.3

FPV

Wholesale 146 145 144 -0.7

CPI 134 142 141 -1.4

Notes: All the calculations based on crop using months

July-April

1. Procurement Price are in Rs/10 Kg

2. Wholesale price based on new series, 2011/12=100

3. Consumer prices based on 2012=100

4. Gram is most important among pulses with a weight

of 41.3% in wholesale price of pulses

5. FPV shows the weighted values for fruits, pulses

and vegetables

Source: http://indianexpress.com


38

The collapsing of the prices is claimed as one

more reason behind riots. Due to highest

production the prices of commodities goes

down for an instance approximately two years

back the price of pulses was near about Rs. 200 /

Kg but now the prices goes down to Rs. 70/Kg.

And this happened because of country’s

agricultural production shot up 4.9% which was

the highest in 5 years. Due to the excess

production the prices goes down and now the

demand is raised to purchase their crops on a

higher minimum support price, even after the

Government stocks including emergency stock

both are full. After reading a lot about collapsing

food prices and the lowering of farmer incomes

as identifiable causes of riots (and suicides), the

table 2 presented above showed the prices of six

food items (Wheat, Pulses, Gram, Vegetables,

Fruits and FPV).

After reviewing the table it could easily

understood that consistency the minimum

support prices is been raised by GOI which we

can say the wholesale prices have risen by about

5 to 10 per cent over the last year; and on the

other hand if we think about the consumer

prices of some of the particular and unstable

food objects like fruits, vegetables and pulses

were stayed constant over the last three years.

While reviewing the pulses it can observe that

for pulses definitely that the prices of pulses

have gone down than their minimum support

prices. But such things happened on the selected

items only, but the government procurement

prices for the pulses is been raised by an average

of 11% in the last consecutive years; and for the

same the wholesale price of pulses observed a

immense rise of 52 per cent. This confirms that

the income of the farmers is definitely raised and

that is near about 10%.

Table 3: Subsidies to Farmers under

various Government Schemes

Scheme Subsidy

Subsidies under various Schemes

Rashtriya Krishi 100%

Vikas Yojana

Rashtriya Krishi Improvement in

Vikas Yojana machineries

Rashtriya Krishi 25% - 33.33%

Vikas Yojana

Rashtriya Krishi 50% of the cost, 100% for

Vikas Yojana the community asset

Subsidies under various markets

National

Horticulture

Mission

Rural primary market:

40% (General), 55% (Hilly

& t r iba l ) , Terminal

market complex: 25% to

40%, Wholesale markets:

25% (General), 33.33%

(Hilly and tribal), PHM

Component: 35% to 55%

Source: http://www.pradhanmantriyojana.co.in

All the above listed subsidies are available for

the agriculture sector in India. Apart of all such

subsidies some highlights about the

government initiative for agriculture are as

follows:

1. Short-term crop loans up to Rs. 3 lakh at

subsidised rate of 4 per cent. Interest

financial support of yearly 5 % per annum to

all farmer-son short term loans up to Rs. 3

lakh borrowed by them during the year

2016-17.

2. Pradhan Mantri Fasal Bima Yojana (PMFBY)

budget was doubled from Rs. 2, 589 crore to

Rs. 5, 500 crore for 2016-17.

3. 89 pro jects were launched under

Accelerated Irrigation Benefits Programme


39

(AIBP). Budget of Rs. 17000 crore and 85000

crore in next five years.

4. On the whole budget for the agriculture

sector was raised by over 44%, from Rs. 24,

909 crore to Rs. 35, 984 crore in 2016-17.

5. Budget of Rs. 15, 000 crore towards interest

subvention.

6. Rs. 13,000 crore in drought assistance to

states during 2015-16.

Now, does the loan waiver size matter or not:

1. Total waive of loan size would be $40 billion,

or Rs. 2, 57,000 crore and this waiver will

amount to 2 per cent of gross domestic

product (GDP).

2. Before this Uttar Pradesh Chief Minister

Yogi Adityanath decided to waive loans of

Rs. 36,359 crore.

3. Last year, late chief minister J Jayalalithaa

had waived the loans of Rs. 16.94 lakh.

4. The Madras High Court later asked the

Tamil Nadu government to waive

additional farm loans to the tune of Rs. 1,980

crore.

Only if a loan waiver of Rs. 30000 crore is offered

in Maharashtra then Maharashtra’s fiscal deficit

will be 2.71% (budgeted: 1.53%) in the financial

year 2018 of gross state domestic product

(GSDP) and the India Ratings estimated that the

debt will rise to 17.44% against the budgeted

16.26%. But the big question is this does the loan

waiver will work, in India when in agriculture

sector approximately annual agriculture waste

is of Rs. 96000 crore this waiver will work, this is

a question.

Conclusions

Today there is need of estimating all the pros

and cons of the loan waiver and the farmer riots

spreading across the country. A question hour

should be there where who is actually is going to

be benefitted from stirring up riots must be

presented with the real statistics. We should

start focusing on the real crisis of the farmers

that they are not able the produce, unlike other

businesses, and is dependent on cartel of traders

to fetch a decent price. The cartel makes money

in case of good or bad crop season as their

margins remain intact. In fact, in case of a crop

failure the trader profit margin rises whereas the

farmer is in distress without remunerative price.

Agriculture waste should be reduced and strict

actions must be taken against the mediator

corporate who are buying produce in farms at

cheap rates, keep them in cold stores. Otherwise

this anguish will harm farm economy till sops

such as farm loan waiver is given and farmers

are not empowered to make their produce

remunerative.

Web-Bibliography

http://indianexpress.com

http://www.hindustantimes.com/

https://www.indiaagronet.com/

Agriculture-Loan-and-Insurance/

Agricultural-Loans-in-India.html

NCRB Data

www.pradhanmantriyojana.co.in


40

Manila Jain

Research Scholar, Pacific University, Udaipur

Dr. Dilendra Hiran

Director, Faculty of Computer Application, Pacific University, Udaipur

Abstract

Integration of such syllabus in the academic courses of school education

which can inculcate knowledge as well as practical learning to the real

world situations in students is the contemporary need of the Education

System in India. So in the light of this objective the integration of discrete

mathematics practices in the mathematics curriculum of the secondary

school of Udaipur is under examination in the present research work.

Discrete mathematics is the logically rich branch of mathematics which

develops the rationale ways of thinking for the mathematical and the real

life problems associated with the routine life and the academics among

the students. It helps the students by allowing them to develop new and

innovative practices for the complicated mathematical practices. Factors

and their effect assessment on the incorporation of the new and

innovative practices of discrete mathematics in the regular mathematics

curriculum of secondary schools is the subject of the present research

work which focuses on identifies the effect of criticalness of the factors

over the incorporation. To assess the teachers’ and students’ perception

for the factors affecting the integration of discrete mathematics in the

math curriculum of the secondary school structured set of questionnaire

was distributed in the schools of Udaipur district of Rajasthan.

The several statistical analysis performed over the data-set prepared from

the data collected through questionnaire from the participated teachers

and students it was concluded that whether the schools are old or new,

large or small; CBSE or RBSE; the discrete mathematics understanding

related practices levels are not dependent on them, both the types (CBSE

and RBSE) of the schools tends to develop the most efficient institutional

structure, level methods in their teaching skills of teachers and large and

Critical Factor Effect Evaluation on

Integration of Discrete Mathematics

Practices in Secondary Schools’

Course Curriculum


41

Introduction

Discrete mathematics topics or practices

integration in the secondary level course

curriculum is the contemporary need as

presented by several researchers as it helps to

develop the logicality and rationality in the

students to understand the complex real world

problems. Different types of discrete mathe-

matics practices offers different types of

learning practices and also help to develop the

new axioms and set of algorithms to the teachers

to make the mathematical learning more

interactive and creative for the student so that

they can better understand the complex

mathematical practices in quite simple way. It is

so because discrete mathematics practices

provides prospect to a teacher to develop the

pioneering strategies to understand the problem

and to make decision for the problem presented

to him. The set of practices and objects chosen for

the study purpose in the discrete mathematics

may be finite and infinite. In finite mathematics

in simple terms elaborates the areas relevant to

mathematics. Apart of the learning and

opportunist ic advantages of discrete

mathematics according to the Rosenstein (1997)

discrete mathematics practices are easily

applicable for the objects and real world

situations, easily accessible to understand the

complexities, attractive to learn, and

appropriate to find the new opportunities to

small size schools do not differ with respect to

their aggregate discrete mathematics practices,

role of top management, teaching skill,

mathematical aptitude, and role of books and

teaching methodology improvement.

Keywords: Discrete Mathematics, Curriculum,

Secondary School, Critical Factor, Perception

solve the situation or the problem.

Innovative and new ways to mathematical

learning is offered by discrete mathematics as

learning the mathematics in a conventional way

gives the impression to a student that

mathematics is a set of dim-witted procedures. It

is just because that the student did not find the

opportunity to identify the relationship between

the mathematical concepts and real world

concepts meaningfully and even cannot make

the students that much capable that they

develop an understanding to apply the

mathematic concepts into new state of affairs for

deeper insight examination of the trend of the

theory.

The purpose of the study is to examine the

critical factors’ effect on integration of discrete

mathematics practices in secondary schools’

course curriculum. For this secondary level

schools’ teachers’ and students’ outlook for the

integration of discrete mathematics practices in

the mathematics curriculum up to secondary

level classes is collected through the set of

questionnaire which administers the statements

related to the capacity of discrete math in

comparison to the conventional mathematics

practices. The sample size of the study was 99

teachers of the secondary schools of Udaipur

district. Feedback of sampled mathematics

teachers was collected with the help of a

structured questionnaire. Questionnaire was

developed for the sampled mathematics

teachers of secondary level schools of Udaipur

district of Rajasthan to assess their opinion for

the critical factors which may affect the

integration of discrete mathematics practices in

secondary schools’ course curriculum. In the

questionnaire teachers and students were asked

to give their opinion for the factors related to the

integration of discrete mathematics like the age


42

and size of the school, practices followed in

continuous mathematics practices, role of top

officials, role of education structure or the

medium of board, teaching skill, mathematic

aptitude and may more. The parameters

included in the study primarily focuses on

fulfilment of research objectives and

development of interrelated framework of the

research.

the examination, availability of the supportive

resources, nature and quality of the text books,

students’ behaviour and approach for the

mathematics and supervisory style.

Llyod (2002) in his study over the impact of

discrete mathematics on student and teacher

concluded that a teachers’ belief over the subject

is must and students’ love innovative practices

in the class for mathematics specially those

which can make them easy to understand the

concepts of mathematics. Wilkins and Brand

(2004) reported that teachers’ opinion for the

practices adopted for teaching mathematics,

practices followed in continuous mathematics

practices and the institutions’ belief on

innovative discrete math practices significantly

affect the integration of mathematics in the

secondary mathematics curriculum.

According to Zhihua (2011) discrete mathematics

practices help to simply know form description,

transforming, reasoning and proving, to master

description and analysis methods of discrete

system, and most importantly to be familiar with

common actual discrete system model. Lifang

(2011) confirmed through his study that

integration of discrete mathematics pull more

interest of students in learning by giving them the

more understanding for the applicability of

mathematics in the real world situation. Teachers

should design some specific and vivid scenarios

to introduce curriculum sessions to stimulate

students' interest in learning.


Discrete mathematics practices provided

prospects and opportunities to teachers to use

innovative instructional and learning methods.

The authors believes that discrete mathematics

practices offers new and creative way of

learning, new start for students and teachers to

engage themselves into learning the

mathematics. (De-Bellis & Rosenstein, 2004 and

Wilson & Rivera-Marrero, 2004)

Discrete mathematics offers different methods

and modes of learning to a student which can

help a student to better understanding of the

continuous mathematics in the real world

situations or problems context. According to

Hart (1991, 2003) teaching mathematics is quite

necessary as this subject brings excitement in the

classrooms, it develop problem solving capacity

of a learner, mathematics can be used in

business, industry, and government and

mathematics complements and enriches the

traditional curriculum as well.

Handal’s (2003) in his study over the teachers’

beliefs for the mathematic practices concluded

that teachers’ belief for the practices

significantly affects their teaching and

instructional practices. The teachers’ beliefs for

the integration of mathematics in course

curriculum may be influenced by the pressure in


The scopes of discrete mathematics integration

in the school curriculum have wide area of

investigation as the factor which affects the

integration of discrete math practices in the

curriculum. The definitive objective of the


43

current research work is to assess critical factors’

effect evaluation on integration of discrete


course curriculum. According to the research

title and objectives qualitative research methods

were adopted, as the qualitative research

method and practices is good to be used in

educational researches, policy analysis, factors

analysis, significance analysis etc. Qualitative

method of research is generally opted for those

subjects who comes or starts with the question

making sentences. For the present research work

the primary data was collected through the help

of questionnaire. The questionnaire helped to

assess the participants‘ perception for the factors

like age and size, practices followed in

continuous mathematics practices, role of top

officials, and role of education structure or the

medium of board, teaching skill, and

mathematics aptitude which may affect the

integration of discrete mathematics in math

curriculum of the secondary classes.

The questionnaire developed for the study was

harmonized and standardized through four and

five point scaling where teacher and student

respondents have to give their opinion for the

presented factors or statements according to

their rate of agreement or observation for the

factor. To ensure the quality of the questions

presented in the research instrument questionn-

aire was forwarded to the academic experts of

mathematics and education sectors of different

universities of Udaipur district. The changes

were incorporated in the research instrument as

suggested by the experts. Keeping the research

objectives in psyche that the research is focused

on the certain variables (to be studied) and that

should not be changed so while making the

changes in the questionnaire it was under

consideration that ultimate crux of the study

should be sustained and properly managed

under the defined objectives. The research

methods used in the study is fundamentally

focused on examining the interrelated variables

and subjects. With some presumed opinions

about the certain factors impact on the

integration of discrete mathematics in math

curriculum the research framework of study

was deliberated.

1. Integration of Discrete mathematics

influenced by the institutions capacity in

terms of faculty quality, size and tenure.

2. Discrete math integration is fundamentally

depends on the policy makers of the

curriculum.

3. Role of the medium in which student in

pursuing affect their acceptance for the

discrete math integration.

A total number of 100 questionnaires were

distributed to the defined sample size and the

target respondents of the study were students,

teachers, lecturers, and mathematicians. To

target the population total 6 schools were chosen

for the study purpose. The presented research

work was directed under following research

questions:

1. What is the perception of secondary school

mathematics teachers’ and students’ for the

factors affecting the integration of discrete

mathematics practices in curriculum?

2. Does the teachers’ perception shows

significant difference with regard to the

factors of discrete and continuous mathe-

matics practices.


44

Following were the data sources from which

data was observed to attain the research

objectives as presented above:

1. Journals, books and magazines related to

discrete mathematics and integration of

maths in curriculum etc.

2. Researches and articles published in various

print media.

3. Data available on internet in various

websites.

4. Reports and reviews published by syllabus

formation committees and councils of

mathematics.

5. Questionnaire related to the teachers’ and

students’ perception for factors affecting the

integration of discrete maths practices into

course curriculum.

The goal of a hypothesis is to help explain the

focus and direction of the experiment. Under the

conviction following research hypotheses was

formulated to attain research objectives:

H : Age and size of the school is independent of 01

the discrete mathematics understanding related

practices.

H : There is no significant relationship between 02

discrete and continuous mathematics practices

with regards to their “Discrete Mathematical

Practice”, “Role of top officials”, “Role of

educational structure”, “Teaching Skill”,

”Mathematical Aptitude”, ”Methodology”,

“Documentation” and “Student’s Participa-

tion”.


Table 1: Dependence of Discrete Mathematics

Understanding Practices on Age and Size of

School Institution

Null Calculated Tabulated

Hypothesis value of value Remark

Ho chi-square 5% 1%

H 2.64 3.84 6.6301

H 0.238 3.84 6.6302

Source: Authors’ Compilation

Not

significant

The chi-square values calculated in both the

cases are less than tabulated value hence both

the null hypotheses are not significant hence H 01

and H cannot be rejected. It establishes the fact 02

that the Age and Size of the organization is

independent of the discrete mathematics

understanding related practices. Discrete

mathematics understanding related practices do

not depend on age and size of the schools. Hence

it can be interpreted than whether the schools

are old or new, large or small; CBSE or RBSE the

discrete mathematics understanding related

practices levels are not dependent on them.

To examine the significance or insignificance of

above stated hypotheses chi square test, T-Test

and F-Test were performed. Value of Chi-Square

was compared with the tabulated value of it at

5% level of significance and 1% level of

significance.


45

Table 2: Test of difference of Means between Discrete and Continuous Mathematics practices for various critical factors

Null

Hypotheses Calculated 5% Significant 1% Significant

H03 2.552 Significant Not Significant


H05 1.36 Not Significant Not Significant







Source: Authors' Compilation

Tabulated value: t (at 5 % level) = 2.04828

t (at 1 % level) = 2.76328

From the Tabulated value it is clear from the

calculate results arranged in the above table and

compared with tabulated value of t at 28 degrees

of freedom that all hypothesis are not significant

at 1% level of significance however five null

hypothesis H , H , H , H and H are 03 04 08 010 011

significant at 5% level of significance and

remaining are insignificant at this level of

significance.

The null hypothesis H i.e. no significant 03

difference exist between the Old and New

organizations with regards to their “discrete

mathematical practices” is rejected at 5% level

of significance but accepted at 1% level of

significance. It establishes the fact that there is

significance difference between the two types of

organizations with regards to their mathe-

matical syllabus practices. This is due to the fact

that in old organizations, the mathematical

teaching has been streamlined and a resistance

to change has developed while in new

organizations latest technology is being used.

The hypothesis is accepted at 1% level of

significance. This is because of the fact that both

types of the organizations prefer to use latest

mathematical teaching tools and practices.

The null hypothesis H i.e. there is significant 04

difference between the Old and new

organization the regards to “Role of Top

Management.” is rejected at 5% level of

significance but accepted at 1% level of

significance. This is because of the fact that in old

organizations, top management plans to

improve results by utilizing the existing

resources in order to minimize wastage while

new organizations do not face such type of

problems. In the same way the null hypothesis,

H , H , & H are rejected at 5% level of 08 010 011

significance but the difference is not large

enough hence accepted at 1% level of

significance.


46

The null hypothesis H i.e. With regards to 05

“Role of educational Structure” there is no

significant difference between the old and new

organizations. H i.e. No significant difference 06

exist with regards to “Teaching Skill” between

the new and old organizations. H i.e. there is no 07

significant difference between the New and old

organization with regards to “Weight age of

discrete mathematics in overall syllabus.” And

H i.e. there is no significant difference between 09

the New and old organizations with regards to

“Role of books.” are accepted at both level

significance. This is because of the fact that both

the types of the organization tends to develop

the most efficient organizational structure, level

methods are used in Teaching skills , Teaching

methodology Improvement are used in skill

development, documentation of discrete mathe-

matics in overall syllabus and latest technologies

are used to quality development of the maths

teaching. The more advanced and sophisticated

measuring instruments are being used to

develop teaching methodology. These results

are in agreement with the standard null

hypotheses.

In order to assess that large and small

organizations differs with respect to the

aggregate and factor wise discrete mathematics

practices, “T” test for difference of mean at 5%

level of significance as well as 1% level of

significance was used. The T-Test compares the

means and examines that whether the difference

between the mean score values is significant or

not. The result of analysis is presented in table 3.

Table 3: Test of difference of Means between Large and Small organization for Discrete Mathematics Practices

Null Hypotheses Calculated- T 5% Significant 1% Significant








H019 2.813 Significant Significant

H020 2.972 Significant Significant

Source: Authors' Compilation

Most of the above hypotheses were found

insignificant at both the level of significance

hence all that hypotheses were accepted. Hence,

there is statistical evidence available to believe

that the large and small size organizations do

not differ with respect to their aggregate

Discrete mathematics practices, role of top

management, Teaching skill, mathematical

aptitude, and role of books and Teaching

methodology improvement. The possible

explanation may be that computerization of

techniques, use of internet and globalization of


47

market has minimized the gap in discrete

mathematics practices of both types of

educational organizations.

The hypothesis H is found significant at 5% 014

level of significance. It supplies that role of

educational structure of both the types of the

organization have statistically significant

difference but this difference is not found

significant at1% level of difference.

The hypothesis H and H are found 019 020

significant at both level of significant hence

rejected. It implies that both the organization

different facilities with regards to document-

ation and students participation. Hence it can be

interpreted that the experiences in the discrete

mathematics practices make the significant

difference.

To assess the impact of type of school on the

adoption of discrete math practices the

responding schools were categorized on in four

categories i.e. english medium private schools,

english medium govt schools, hindi medium

private schools, hindi medium govt schools. and

the factors were assessed with respect to the type

of schools. To test the significance of differences

which exist with regards to the factors between

the large and small school and the institution, F-

test using one way ANOVA was applied.

Table 4: Summarised results of F-ANOVA test

Null Hypotheses Description F-Value Results

5% 1%

H021 Discrete Mathematics practices 1.673 Not Significant

H022 Role of Top Management 1.032 Not Significant

H023 Role of educational Structure 2.042 Not Significant

H024 Teaching Skills 0.967 Not Significant

H025 Mathematical Aptitude 0.831 Not Significant

H026 Role of books 1.662 Not Significant

H027 Teaching Methodology improvement 2.331 Not Significant

H028 Documentation 1.069 Not Significant

H029 Students participation 0.674 Not Significant

All the above hypotheses H , H , H023, H , 021 022 024

H , H , H , H and H were found 025 026 027 028 029

insignificant hence accepted. It established the

fact that the types of school do not differ among

themselves for aggregated and factor wise

Discrete Mathematics Practices.

The test results reveal that the different factors

(Discrete Mathematics practices, Role of Top

Management, Role of educational Structure,

Teaching Skills, Mathematical Aptitude, and Role

of books, Teaching Methodology improvement,

Documentation and Students participation) have

no influence on Discrete Mathematics Practices of

the responding schools. This is because the facts

that the design of these practices factors are not

ended to be school specific.


48

Conclusions and Remarks

From the statistical analysis performed over the

data-set accumulated from the structured set of

questionnaire several inferences were derived

under the aegis of research framework and

objectives which were confined to assess the

critical factors effect on integration of discrete


course curriculum. It was observed that the size

and the tenure from which school is in operation

do not affect the understanding of the discrete

mathematics practices among their teachers and

students, whether the schools are old or new,

large or small; CBSE or RBSE the discrete

mathematics understanding related practices

levels are not dependent on them.

Both the types (CBSE and RBSE) of the schools

tends to develop the most efficient institutional

structure, level methods in their teaching skills

of teachers and for that advanced teaching

methodology improvement are used to attain

the skill development, documentation of

discrete mathematics in overall syllabus and

latest technologies are used to quality

development of the maths teaching. The more

advanced and sophisticated measuring

instruments are to be used to develop teaching

methodology.

It was also concluded that large and small size

schools do not differ with respect to their

aggregate discrete mathematics practices, role of

top management, teaching skill, mathematical

aptitude, and role of books and teaching

methodology improvement. Both the types of

organizations have different facilities with

regards to documentation and students

participation. Hence it can be interpreted that

the experience in the discrete mathematics

practices makes the significant difference.

The different factors (Discrete Mathematics

practices, Role of Top Management, Role of

educational Structure, Teaching Skills, Mathe-

matical Aptitude, and Role of books, Teaching

Methodology improvement, Documentation

and Students participation) have no influence

on discrete mathematics Practices of the

responding schools. This is because the facts that

the design of these practices factors are not

ended to be school specific.

References

Handal, B. (2003). Teachers' mathematical

beliefs: A review. The Mathematics

Educator, 13(2), 47-57.

Hart, E. W. (1985). Is discrete mathematics the

new math of the eighties? Mathematics

Teacher, 78, 334-337.

Hart, E. W. (1991). Discrete mathematics: An

exciting and necessary addition to the

secondary school curriculum. In M. J. Kenney

& C. R. Hirsch (Eds.), Discrete Mathematics

across the Curriculum K-12: 1991 Yearbook

(pp. 67-77). Reston, VA: National Council of

Teachers of Mathematics.

Hart, E. W., Maltas, J., & Rich, B. (1990). Teaching

discrete mathematics in grades 7-12.

Mathematics Teacher, 83(5), 362-367.

Hart, L. C. (2002). Preservice teachers' beliefs

and practice after participating in an

integrated content/methods course. School

Science and Mathematics, 102(1), 4-14.

Hart, L. C. (2004). Beliefs and perspectives of first-

year, alternative preparation, elementary

teachers in urban classroom. School Science


49

and Mathematics, 104(2), 79-87.

Kothari CR (2000), Research methodology: -

Methods and techniques, Vikas publishing

house.

Lifang Wang, Jinguang Wang. The Application

of Pleasant Education Mode for Student

Interests in Discrete Mathematics (J).China

Electric Power Education, 2011(8): 92-93.

Zhihua Gao, Kerong Ben , Xia Liu. Discrete

Mathematics Course Content and

Discussion of Learning Method (J).

Computer Education, 2011(13):107-109.

Zikmund, W. G. (2006), Business Research thMethods, Thomson, 7 . Edition.


50

Raj Kamal Prasad Verma

PhD Scholar, Faculty of Management,

Pacific Academy of Higher Education & Research University, Udaipur

Abstract

To identify the relevant topic for research on social entrepreneurship in

India, the author analyzed 38 social entrepreneurship papers and studied

the various definitions & models of social entrepreneurship. Difference

between commercial enterprises and social enterprise and also the

difference of objectives and structure between social enterprises and

NGOs, Philanthropic & Not-for-Profit organizations were examined.

Examples were drawn from developed as well as developing countries as

to how social enterprises are addressing the sufferings of rural,

population underprivileged & people from hard to reach areas especially

in the Health Care Sector. It was observed that in healthcare specifically,

social impact of these enterprises manifested in the number of lives saved

or improved through affordable and deliverable health care services.

Published papers were studied to examine the enabling factors for

successful social entrepreneurship and inferences were drawn as to how

conducive is the Indian ecosystem in the present scenario for an

entrepreneur to venture into social sector. The author observes that the

Indian ecosystem for social entrepreneurship is challenging as compared

to similar establishments in the developed nations such as US and

European nations.

Keywords: Social Entrepreneurship, Social Enterprise,

Ecosystem, Healthcare

Rural Population,

Review Paper on Indian Ecosystem

for Social Entrepreneurship with

Special Reference to Healthcare

Industry

Introduction

Social entrepreneurship is considered as the combination of

entrepreneurial actions with a social aim. The purpose of social

entrepreneurship is to sort out the social issues and raising the standard of


51

the social members. A social entrepreneur is one

who can bring transformation in the society by

developing and introducing some social values

(Mehta and Jain, n.d.). Social entrepreneurs act

as the most dynamic element responsible for the

change in the society. If the entrepreneur in the

society is an educated person then he will easily

be able to understand the needs of the society for

better development and efficient use of the skills

and intelligence for high quality productive

output (Baber et al, 2012). Social business does

not show any intrusion in Profit Making

Businesses (PMB). The aim of any social

business is to improve the conditions of the

society like education, health, environment, etc.

The business aims at increasing profit, but that

profit will only be invested in the betterment of

the society and achieving social goals. Accord-

ing to Casson (1982), social entrepreneurship

can be considered as the activity that will help

meeting the requirement of both private and

public sector. Social entrepreneurship mainly

seen as the cooperation between the NGO’s and

other related organizations in the country that

would help in modifying the financial and legal

structure of the country with independent and

self-sustainable activities (Crisan and Borza,

2012). In India, there are many people who are

already social entrepreneur or some who want

to work for their society with their activities.

With the current economic conditions of the

country, there are high chances in the

enhancement of the social needs and thus, there

are requirements for the people involved in

solving the issues.

fund for running the organization or enterprise

is raised through some social activities. With the

passage of time the definition for social

entrepreneurship has changed as per the social

needs. There are various capital ventures that

are investing in the profit and non-profit

organizations with certain social aims. Health

sector is the sector which has a great potential for

growth. According to the data available in the

literature, at present health care social

enterprises is the biggest loss causing

enterprises. As they are making very less profit

making assets. Most of the time, health sector

contribute nothing to the national income as it

act as no-profit no-loss segment of the country.

But once they start making profit, then no other

sector can compete them. According to some

analysis of profitability, it was revealed that

making profit from any social enterprise is not

an easy task (Singh, 2012).

In India, public sector and private sector health

care systems run parallel and private sector is

more popular in comparison to the public sector

health care system. There are several health care

programs introduced by Indian health care

system. Also, there are different insurance

programs like Community insurance programs

introduced for the population below poverty

line and LIC policies for senior citizens. The

private healthcare also offer several insurance

plans to the public. Most of the rural and urban

population is not aware of such programs and

schemes (Swissnex India, 2015).

There are numerous challenges faced by

healthcare entrepreneurs in India which make

their task difficult. Some of the challenges

include difficulty in identifying and validating

the needs, understanding the dynamics of

market and stakeholders, availability of the

market ready product or services, challenges in

Entrepreneurship in Healthcare Sector

Entrepreneur is a person who is the founder, co-

founder or chief authority of an enterprise.

While considering social entrepreneurship, the


52

sales, marketing and distribution of healthcare

products, securing adequate amount of fund for

the organization (Lockwood, n. d.). There are

few other challenges that a social entrepreneur

face in healthcare industry like slow growth of

the industry, insufficient knowledge and

lacking the accessibility to technologies, being

multitasking can sometime be a reason for slow

growth, lack of professional doctors, deficient

regulation policies, healthcare business models

are complicated in comparison to traditional

business models, etc. (Kapoor, 2016).

Labrie (2011) presented an economic note in

which he has mentioned the obstacles that came

in front of the health care entrepreneurs. He

mentioned that the hospitals and other

healthcare services as essential for the country,

thus they are monopolized by the government

and finance the 70% of the total expenditure.

Healthcare services are excluded from the

entrepreneurship, but there are certain sections

in the healthcare sector that would allow private

services. He mentioned that introduction of laws

in the healthcare sector will create an obstacle for

the entrepreneurs. These laws restrict various

practices in hospital. Legal and administrative

issues are the major hurdles for the

entrepreneurs in the healthcare sector. He

concluded that, though the government had

appointed many working groups and

commissions, but they are not sufficient in

fulfilling the needs of the people regarding

healthcare system.

Figure 1: Entrepreneurship Ecosystem


53

Business Environment

Entrepreneurship is playing a critical role in

developing economies at national as well as

international level. It is essential for an

entrepreneur to develop an environment which

helps the entrepreneur physically, spiritually,

scientifically and also supporting ethical values.

Favorable environment for entrepreneurship

will benefits the entrepreneurial opportunities

and thus, they are responsible for the growth of

the economy. There are certain environmental

factors that are responsible for the development

of entrepreneur like social, legal, political and

technological impact (Yaribeigi et al, 2014).

According to Isenberg (2011), there are three key

factors of entrepreneurship ecosystem viz. (i) in

a defined location there is a dense population of

entrepreneurs and companies, (ii) A dense

network of relationships between actors and (iii)

culture where all the elements are brought

together.

For developing an efficient entrepreneurial

ecosystem, there is requirement of five role

players. These players are entrepreneurs and

social entrepreneurs, private investors, large

companies, universities, and regulatory

authorities.

Entrepreneurs are the base of an entrepreneur-

ship, as they are the individual who possess the

potential to develop any kind of enterprise

around them. Many people in the society have

the ability that is required for startup

entrepreneurship. But skills are not sufficient to

initiate a startup; it requires funds and

motivation. Former entrepreneurs, university

graduates, retired employees of governmental

and non-governmental organizations proved to

be good entrepreneurs, as they are experienced

in dealing with staff, managing funds, etc. The

next important factor that play intense role in

entrepreneurship is private investments. Private

investors and angel investors always look for the

potential entrepreneurs and startups. They

sometime could act as coach to the startups as

they have considerable experience. Local

investors are important for the entrepreneurs

and startups as they provide initial amount to

initiate the business or enterprise. Large

companies play important role in the

establishment and successful operation of the

startups and entrepreneurs. Some of the large

companies shape the environment of the

venture by directly or indirectly competing with

it regarding the technical stability. These

motivates the startups or enterprise to reach the

level so that they can achieve success in each

sector. Knowledge about the surroundings and

about the ecosystem of a particular region can

easily be found in students of the regional

university, they are full of enthusiasm as well as

of potential and knowledge to excel in the

market. Universities develop students from

academic level to commercial level and these

students or graduates have efficient and

productive knowledge also resulting in a great

impact on the entrepreneurship. Regulatory

bodies or authorities have different ways to

regulate the entrepreneurship by considering all

the above mentioned factors. Policy makers

manage the knowledge ecosystem, responsible

for shaping the regional dynamics, and

sometime helpful in providing funding

(Aaltonen, n.d.).

According to Yaribeigi et al (2014), entrepre-

neurship ecosystem have hundreds of distinct

elements those were classified into six different

domains: adequate finance, efficient human

capital, enterprise adaptive market for products,

variety of institutional and infra structural


54

Social Entrepreneurship in Indian

Context

Social Entrepreneurship is the solution to the

social problems where the society looks for

innovative, cost-effective and sustainable

methods. Past researchers revealed that there

are different aspects of social entrepreneurship

and related initiatives taken by the social

entrepreneurs, they had taken few major steps

that have led to the creation of social and

economic values (Mair and Schoen, 2007).

For the growth and development of the local

people numerous social entrepreneurs are

working constantly in every part of the world.

One of the best example of social entrepren-

eurship is foundation of Grameen Bank by

Muhammad Yunus, and he won Noble Peace

Prize in 2006 (Singh, 2012).

In India, there are many entrepreneurs who are

willing to work for the social development of the

needy people. For the promotion of entrepren-

eurship in India, several public sector and

private sector organizations are taking part. In

2007, India became a part of Asian productivity

organization and after this India proposed the

Action plan for the entrepreneurship develop-

ment within MSMEs. This stated that

entrepreneurs are participating the develop-

ment of the MSMEs and these MSMEs are the

base for any economy (Jahanshahi et al, 2011).

In the last two decades, there has been a

deviation that encourage the development of the

“social entrepreneurship”, which is supposed to

be eradicating the poverty. Establishment of

social entrepreneurship will increase the

number of job opportunities and opportunities

for the people of under-represented group. The

needs of the society are forcing the government

for assisting the target group for establishing

startups. Jahanshahi et al (2011) in their study

mentioned several important aspects of social

entrepreneurship. According to them, all the

MSMEs act as start for the micro enterprise

which grow and develop to compete with the

international competitiveness.

According to Yadav (2007), these small setups


supports; each entrepreneurship ecosystem is

unique and it is evolving time to time so as to

satisfy the establishment. In general an

ecosystem has four defining characteristics. The

evolution of the ecosystem is made according to

the regional policies and thus developing a

unique system; specifying generic root cause of

the entrepreneurship ecosystem has limited

practical value though there are document-

ations that reveal that the education, regulatory

framework and capital markets have impact on

entrepreneurship in society; and entrepren-

eurship ecosystem become self-sustaining, in

order enhance the efficiency of the six domains

of the ecosystem government involvement must

be reduced so that the entrepreneurship can

focus on self-sustainability.

Aims and Objectives

The major aim of the study is to examine

whether whether the Indian Ecosystem is

conducive for Social Entrepreneurship, with

specific reference to the Healthcare Industry.

The objectives of the study are as follows:

• To evaluate the calibre of Social Enterprising

in the Healthcare sector of India.

• To assess the contribution of Social

Enterprising in the Healthcare sector.

• To identify the conditions that is

fundamental to the growth and expansion of

Social Enterprising in the Healthcare sector.

55

are beneficial for the people who are in

immediate need of employment; these provide a

means for lowering down the issues like poverty

and social disparities. Government of India

founded The National Science & Technology

Entrepreneurship Development Board

(NSTEDB), in 1982 which promote the

technology based enterprises. The board tries to

provide jobs to the job seekers through the

science and technology interventions. This

created awareness among the people about the

social enterprises having technical background.

Government of India has taken several

measures for the establishment of the different

MSMEs as a source of social entrepreneur.

Ministry has setup Entrepreneurship develop-

ment institutes which generate employment at

different level in major cities in India.

Khanapuri and Khadelwal (2016) in their study

mention the relationship between the social

entrepreneurship and fair trade. The report of

the study summarize that, a higher ratio of

population was developing their entrepre-

neurial skills and this can be observed through

their inclination and involvement in

entrepreneurship. They develop sustainable

enterprises for profit as well as nonprofit

purpose. Deval Shanghai is leading an

organization that act as a channel between the

investors and those who want to bring the

change in the society. There are many authors

who conducted studies on the emerging trend of

entrepreneurship by considering various

examples of the entrepreneurs in India.

Even after so many years of independence,

major population of the country is rural

population and it’s difficult to develop rural

areas with the present national income. Though,

Indian government has taken steps at social

level for the development of rural population of


India like establishing community telecentres.

Information and Communication Technology is

the emerging technology and is participating in

the development of the country with the

available resources. ICTs play an important role

in the social development which would help in

reducing rural and urban poverty and creating

information for rich society. The implement-

ation of ICT by setting up telecentres in various

regions of India like Gyandoot in Dhar (Madhya

-pradesh), Lok Mitra-Integrated Citizen Service

Centre/e-Kiosks in Jaipur, Rajasthan, e-

srinkhala in Kerala, etc. (Rao, 2008).

Successful Social Enterprises in India

Social Enterprises in India are reaching at the top

of the market which covered all the major sectors

of employment: agriculture, education, energy,

financial services, healthcare, housing,

sanitation, and water. There are different types

of social enterprises in India that are regulating

themselves by raising funds from various

microfinance institutions.

In India, government has invited private sector

players to provide healthcare services to the

people living in urban areas.

A. General Examples of Social

Enterprises in India

Land Gift Movement and Amul Dairy

Cooperative (1950) were introduced by India’s

first social entrepreneur, Vinoba Bhave. He

facilitated the distribution of land to the poor

and landless Indians. The Amul Dairy

Cooperative was spurred for the white

revolution which turned the milk-deficient

country to the world’s largest milk producing

nation.

Fabindia Community (1960) was established to

convert the artisans from various regions to

56

urban shareholders, this provided them better

growth. Ashoka (1981) introduced the

operations in India at the same time the term

‘Social Entrepreneurship’ in India was

introduced formally.

Aakruti Agriculture Associates and Janani

Foods are the social enterprises in the

agriculture sector. These enterprises are

structured as for both for profit and nonprofit

entities which manage the farming activities.

Field Fresh Food, Mother Earth, and Star Agri

are the social enterprises that run in post-harvest

space and most of these social enterprises are

for-profit entities (Asian Development Bank,

2012).

Ankur Scientific Energy Pvt. Ltd. is an electricity

supplying unit that supplies electricity to the

rural areas of Gujarat by using clean form of

energy. It uses various biological energy

resources like agriculture waste, biomass, etc.

(Asian Development Bank, 2012)

Sharmik Sanitation Systems was established in

1999 in Pune to cover the gap of urban sanitation

services. The company was setup for

constructing portable toilets in 2006. It has

installed over 1000 portable toilets in urban

areas which serve urban area poor people (Asian

Development Bank, 2012).

Grameen Financial Service Pvt. Ltd. was

established in Bangalore in 2004 which is non-

banking finance company and it covers rural

and semi-urban areas in southern state of

Karnataka. It covers about 400000 clients that

spread across the regions of Karnataka, Tamil

Nadu and Maharashtra. This impact the growth,

profitability and social standard of the regional

women (Asian Development Bank, 2012).

Claro Energy is a social entrepreneur which uses

B. Healthcare Sector Social Enterprises

in India

Ziqitha Health Care Limited (ZHL) was

founded by the young professionals who were

witness of emergency services in India and USA.

It operates 24/7 call centers which provide the

facility of ambulance tracking system and

personnel who were trained for instant services.

It provide services without considering the fees,

it take charges form the patient as per their

ability or free of charge facility (Lynes, 2015).

Aravind Eye Care Hospitals is registered as trust

and is sustained by the charges taken from the

users. There are many examples in all the

sectors.

Narayana Health which is setup in Bengaluru, a

health service provider company which is

highly economical. It was established in 2000 by

Dr. Devi Prasad Shetty which provides facility


solar energy for developing irrigation and

drinking water requirements of the people

living in rural areas. They are partnering with

the NGOs and other related organizations.

Though it is a for-profit organization but it

works for the benefit of the rural region

population (Lynes, 2015).

Udyogini is nonprofit social enterprise that

focus on the women empowerment it help the

tribal women in four northern states by

improving their livelihoods, upgrading their

ecosystem and social development so that they

can work as entrepreneurs by running different

kind of businesses (Lynes, 2015).

Tara is a nonprofit organization and a part of

large social enterprise that enable the

sustainable development of the population

through research, technology and innovation,

etc. (Lynes, 2015).

57

to the cardiac patients all over India at 20

locations in a hospital named ‘Narayana

Hrudayalaya’.

LifeSpring Hospitals was established in 2005 in

Hyderabad which provides maternity services

to the women of low-income families. It is a joint

venture of Acumen Fund and Government

Owned HLL Lifecare ltd. which provides

healthcare facility to about 35 Lac women.

Vatsalaya Healthcare is a network of hospitals

that are operated in rural and semi-urban areas

of Karnataka and Andhra Pradesh. It was

founded by Dr. Ashwin Naik and Dr. Veerendra

Hiremath in 2004. It serves about 280000

patients annually in the two regions.

Glocal Hospitals was founded by Dr. Syed

Sabahat Azim in West Bengal, 2011. It has a

chain of 9 hospital across which has completed

61336 surgeries and served approximately

464670 patients (Bhatia, n.d.).

Neurosynaptic Communications Pvt. Ltd. was a

facility launched by Sameer Sawarkar and

Rajeev Kumar which provide telemedicine and

telediagnostic solution to the remote village

clinics via mobiles and videoconferencing.

Now, it is established in 600 clinics and 100000

patients annually used this facility (Bhatia, n.d.).

Drishti EyeCare is a rural eye care chain started

by Kiran Anandampillai and his wife Anjali

Joshi in district hospitals in 2011.

These are few examples of social entrepreneurs

who are contributing in the development of the

needy people in the society. In India, there is

intense requirement of such entrepreneurs who

Social Entrepreneurs in Healthcare and

Their Contribution

At present, the social entrepreneurs are playing

a critical role in the healthcare industry. In this

era of technology, everyday a new disease or

health problem came up and most of them are

highly expensive in their treatment. There are

several challenges that are faced by the

healthcare professionals in delivering the

services (Fong, 2012). Hernandez et al (2014)

explained the role of entrepreneurship in

maintaining the public health. Social

entrepreneurs are taking initiatives in different

sectors in the society like public works,

education, acquiring clean energy, and global

health initiatives. For the social enterprises,

health will always be a priority and concern will

be provided for the development of the


A. Social Entrepreneurs in Healthcare

from all over the World

Donaldson et al (2014) explained the global

issues related to the healthcare sector and also

provided the solutions that can be implemented

for improving the standards of the public health.

Noble Peace Laureate, professor Muhammad

Yunus (2010) established Yunus Center for

Social Business and Health, which aims at

building a research portfolio in the area of social

business for the public health intervention.

Different social entrepreneurs developed all

over the world that defines the global standard

of healthcare. Chan (n.d.) presented a study and

explored different healthcare social enterprises

that are serving the people all over the world.

Community Health Care Centre (CHCC) was

initially a NGO since 1987 which later converted

into a social enterprise in 2013. The centre

generates revenue for the treatment of the

HIV/AIDS patient from those who can afford

the fees for those who are not able to pay. Their

mission is to be the Malaysia based leading

organization that would be helping the HIV

58

B. Social Entrepreneurs in Healthcare

from India

With the effect after the involvement of WHO in

1999, health conditions in India have shown a

great improvement (Graft et al, 2015). This was

revealed by Roy et al (2014) that different social

and civil organizations, associations and groups

are involved in governing the healthcare

systems all over the world. The economic

development is considered to be posing a

positive impact on the healthcare system

everywhere.

The health system in India faces many

challenges like lack of sanitation, hygiene,

quality food, and space for living. Also, the

unavailability of the skilled health workers

affects the healthcare system of the country.

Social groups and entrepreneurs’ works are

commendable in the healthcare sector by

providing all kind of basic healthcare facilities.

Some social entrepreneurs in India are:

Operation Asha is a health based social

entrepreneurship lead by Dr. Shelly Batra. This

program is based on the WHO global emergency

about TB in 2003. Through this enterprise

millions of people are receiving C-Dot programs

specialized for TB. This regulates 234 TB

treatment centers in the slum and rural areas.

Till 2013, this operation has treated about 6

million TB patients in India and Cambodia.

Gram Vikas foundation was laid by Joseph

Madiath who is a Schwab Foundation Social

Entrepreneur. This enterprise focuses on the

health and sanitation of the people living in the

rural areas of Orissa. It aim is to provide the

resources for the establishment of water and

sanitation infrastructure to the people living in

the villages of Orissa.

Saath a social enterprise managed by Rajendra

Joshi, who is a social entrepreneur in Schwab

Foundation. He has started the organization to

provide opportunities to the people living in

slum area for socio-economic development. It

provides basic health and education services to

14000 households. It also provides the water,

electricity and road infrastructure to the slum

people. It is developing day by day, recently

integrated the Information technology facility to

the local residents.

Social Enterprise and Other Related

Concepts

Social enterprises are important in terms of

development and alleviating the poverty from

the society (Cooney and Williams Shanks, 2010;

Yunus and Weber, 2009). Rose (2013) explained

the different aspects of social entrepreneurship,

NGO, and charity. All these are the form of

social activities performed in the favor of

development of the socially and economically

backward people. There are different forms of


affected people and related sexual health.

Vision Spring was founded in the year 2001 and

have centres in Bangladesh, El Salvador, India,

and South Africa. The organization hire the eye

specialist that will provide assistance to the

people living in rural areas. They had a mission

statement, “Affordable access to eyewear,

everywhere.”

Dialogue in the Dark is an organization founded

in Germany (1989) and had branch in Malaysia

(2012). This organization provide opportunity to

the blind people by hiring them as the tour

guides, exhibition and workshop organizers for

paying clients who experience what it means to

be a blind. Their aim is to ease up the existence of

the disabled in the society and achieve position

globally.

59

Conclusion

The study is highly influential for the

researchers as it will explore the concept of social

entrepreneurship in the country. Social

entrepreneurs are individuals who are

participating in the development of the society

with investment by considering it for-profit or

for-nonprofit. Social entrepreneurship is the

establishment of a setup for sorting out the

issues of society like unemployment, poverty,

lack of recognition for skills, etc. Entrepreneurs

are using their skills for the development of the

society, for fulfilling the needs of the people in

the society.

There are many organizations all over the

country that are run by individuals or group of

individuals, which invest their energy, money

and skills for the development and growth of the

individuals. All the sectors involved in

providing employment also invest in such

organizations so that they can contribute in

raising the national economy. Economies are

highly benefitted by the organizations that run

without considering any profit. Various non-

governmental organizations are settled in the

country that works only for the people who can

contribute for the economic development by


social activities that would help in the

development of the society as well as in

eradicating the poverty.

A. Social Enterprise Vs. Non-profits

Non-profit are the organizations that are run

by the people or group of people with no

interest of personal profit or gain. The profit

made by the non-profits can only be used by

the non-prof i t organizat ions for i t s

development l ike infrastructure, and

sustainability. The non-profits collect their

funds through the contributions made by

individuals, businesses foundations and

government bodies. And the social enterprise

is an organization that implement the

commercial methods for the betterment and

development of the society. Their main focus is

to earn profit for the development of the

society and they earn revenues through the

sales, trades instead of donations and

contributions (Rose, 2016).

B. Social Enterprise Vs. Charity

Charities are a type of non-profits but only in

specific cases, in other cases it can be for the

profit. The charities have a major benefit as they

are exempted from all the types of taxes. The

organization having non-profit motives are only

considered in the charity, while the non-profit

social enterprises are not. The social enterprises

have to pay all the taxes and they majorly focus

on creating wealth (Rose, 2016; O’Connor, 2014).

C. Social Enterprise Vs. Ngos

NGO (non-governmental organization) is a

group of people leading some social projects

which have similar operation as the services

provided by the government, but these have no

affiliation with the government (Cho and

Sultana, 2015). According to Fowler (2000)

NGOs main aim is to focus on the resource

feasibility at two major dimensions viz.

contribution of the NGOs in the society and the

ability of the NGOs to regulate on their own

terms. While social enterprise is based on the

ethics that guaranteed something new that will

result in transformational change in the

society. The SEs focus on the development of

the society for the socio-economic develop-

ment. Thus, these two though aim same, i.e. the

development of the society but they have

different agendas for their regulation.

60

investing their skills.

People living in rural areas are full of

enthusiasm and they have skills that can be used

for developing the job opportunities. There are

several organizations that are providing the

opportunities to the artisans like people who are

producing crafts and decorative items to bring

their skills to the market and become

shareholder in urban areas. In country like

India, which have a developing economy these

social entrepreneurships are highly beneficial in

providing employment and skill enhancement.

Several examples of social entrepreneurs in

India are Land Gift Movement and Amul Dairy

Cooperative, Fabindia Community, Aakruti

Agriculture Associates, Janani Foods, Ankur

Scientific Energy Pvt. Ltd., Sharmik Sanitation

Systems, Grameen Financial Service Pvt. Ltd.,

Claro Energy, Udyogini, Tara, Ziqitha Health

Care Limited, Aravind Eye Care Hospitals,

Narayana Health, LifeSpring Hospitals,

Vatsalaya Healthcare, Glocal Hospitals,

Neurosynaptic Communications Pvt. Ltd., and

Drishti Eye Care. These are few examples of

enterprises that were established by common

people for the benefit of the society as well as for

their personal benefit. These are contributing in

the growth and development of the economy of

the country. This research will help the future

researchers in understanding the aspects of

social entrepreneurship in the society and their

contribution in the growth of the economy of the

country.

References

Aaltonen, A. Factors Shaping Entrepreneurial

Ecosystems and the Rise of Entrepreneur-

ship: A View from Top Management

Journals.

Baber, R., Jain, S. and Baber, P. (2012). Social

Entrepreneurs: Changing the face of

Society

Bhatia, A. (n. d.). Social Entrepreneurship In

Healthcare

Casson, M. (1982). The Entrepreneur. Totowa,

NJ: Barnes & Noble Books.

Chan, E. (n.d.). A guide to SE in Malaysia Web

[PowerPoint Slides]. Retrieved from

http://atasbe.mymagic.my/multimedia/p

df/A%20Guide%20to%20SE%20in%20Mal

aysia%20Web.pdf

Cho, S., & Sultana, R. (2015). Journey from NGO

to Sustainable Social Enterprise: Accelera-

tory Organizational Factors of BRAC. Asian

Research Gap

Previous studies majorly focused on the social

entrepreneurship in the country. There are few

studies that majorly focused on the overall

economic development on the basis of social

entrepreneurship. There found be a lack of the


literature regarding the awareness of the people

in rural and urban areas about social

entrepreneurship for economic development

(Jahanshahi et al, 2011). There is less literature

that explores the difference between the NGOs

and social entrepreneurship (Galera, 2007). As

in public hospitals, there are many issues like

cleanliness, availability of the medicines,

medical devices, and related equipment,

availability of highly qualified doctors and

attendants, etc. These issues can be resolved if

maintained by the social entrepreneurs as they

will ensure the development of the organization

with no personal benefits. Therefore, it is highly

essential for the social entrepreneurs to enter the

domain of public hospitals for the betterment of

communities. Further research can be

conducted in these areas.

61

Social Work and Policy Review, 9(3), 293-

306.

Cooney, K., & Williams Shanks, T. R. (2010).

New approaches to old problems: Market-

based strategies for poverty alleviation.

Social Service Review, 84(1), 29-55.

Crikey. Retrieved from https://www.crikey.

com.au/2016/11/18/whats-the-difference-

between-an-ngo-a-non-profit-and-a-

charity/

Crisan, C. M., & Borza, A. (2012). Social

entrepreneurship and corporate social

responsibilities. International Business

Research, 5(2), 106.

Donaldson, C., Roy, M., Hill-O'Connor, C.,

Biosca, O., Baker, R., Kay, A., & Stewart, J.

(2014). Global issues, local solutions:

rethinking wealth and health through the

lens of social enterprise (No. 201402).

Glasgow Caledonian University, Yunus

Centre.

Fong, J. (2012). Reflections on the Symposium:

Delivering Health through Social Entre-

preneurship. 1st Singapore International

Public Health Conference. Retrieved from

https://bschool.nus.edu.sg/pdf/acsep/

Delivering_Health_through_Social_Entrep

reneurship_Final.pdf

Fowler, A. (2000). NGDOs as a moment in

history: Beyond aid to social entrepreneur-

ship or civic innovation? Third world

quarterly, 21, 637–54.

Galera, G. (2007). Social Enterprise in an

Evolving Economy: from non-profit

organizations to social enterprises.

Organization for Economic Co-Operation

and Development.

Graft, A., Joseph, J., Joshi, N., Paarmann, E., &

Ruchismita, R. (2014). Health Horizons 2021:

Emerging Opportunities for Social Entrepr-

eneurs in India.

Graft, A., Joseph, J., Joshi, N., Paarmann, E., &

Ruchismita, R. (2014). Health Horizons 2021:

Emerging Opportunities for Social

Entrepreneurs in India.

Hernández, D., Carrión, D., Perotte, A., &

Fullilove, R. (2014). Public health

entrepreneurs: training the next generation

of public health innovators. Public health

reports, 129(6), 477-481.

India Social Enterprise Landscape Report (2012),

Asian Development Bank.

Isenberg, D. (2011). The entrepreneurship

ecosystem strategy as a new paradigm for

economic policy: Principles for cultivating

entrepreneurship. Institute of International

European Affairs, Dublin, Ireland.

Jahanshahi, A. A., Nawaser, K., Sadeq Khaksar,

S. M., & Kamalian, A. R. (2011). The

relationship between government policy

and the growth of entrepreneurship in the

micro, small & medium enterprises of India.

Journal of technology management &

innovation, 6(1), 66-76.

Kapoor, S. (2016). 7 Challenges Facing

Healthcare Startups in 2016. Retrieved from

https://www.smallbusinesscan.com/7-

challenges-facing-healthcare-startups-

2016/

Khanapuri, V. B., & Khandelwal, M. R. (2011).

Scope for fair trade and social entrepreneur-

ship in India. Business Strategy Series, 12(4),

209-215.

Labrie, Y. (2011). Health Care Entrepreneurship:


62

Overcoming the Obstacles. Economic Note

Montreal Economic Institute.

Lockwood, A. Challenges Facing Global Health

Entrepreneurs [PowerPoint Slides].

Retrieved from https://venturewell.org/

wp-content/uploads/Challenges-Facing-

GH-Entrepreneurs.pdf

Lynes, R. (2015). Social Enterprise an Overview

of the Policy Framework in India.

Mair, J., & Marti, I. (2006). Social entrepreneur-

ship research: A source of explanation,

prediction, and delight. Journal of world

business, 41(1), 36-44.

Mehta, R., & Jain, J. Social Entrepreneurship: A

Form of Social Responsibility in India.

O’Connor, P. (2014). The new regulatory regime

for social enterprise in Canada: potential

impacts on non-profit growth and

sustainability. AFP Foundation for

Philanthropy Canada Pawson, Hal,

Vivienne Milligan, Ilan Wiesel and Kath

Hulse (2012) Public housing transfers: past,

present and prospective. AHURI.

Rao, S. S. (2008). Social development in Indian

rural communities: Adoption of telecentres.

International Journal of Information

Management, 28(6), 474-482.

Rose, T. (2016). What's the difference between an

NGO, a non-profit and a charity? And which

deserves your money?

Singh, P. D. (2012). Social Entrepreneurship: a

growing trend in Indian Economy.

International Journal of Innovations in

Engineering and Technology, 1(3), 44-52.

Social Entrepreneurship in India (2015).

Swissnex India, Consulate General of

Switzerland.

Social value economy A Survey of the Social

Enterprise Landscape in India. (2016).

British Council

Yadav, S. (2007). Entrepreneurship Develop-

ment in SME Sector, college of agriculture

banking, knowledge bank

Yaribeigi, E., Hosseini, S. J., Lashgarara, F.,

Mirdamadi, S. M., & Najafabadi, M. O.

(2014). Development of entrepreneurship

ecosystem. Int. J. Adv. Biol. Biom. Res, 2 (12),

2905-2908.

Yunus, M., Weber, K., 2009. Creating a World

without Poverty: Social Business and the

Future of Capitalism. Public Affairs,

Philadelphia.


63

Sachin Choudhary

Research Scholar, Pacific University, Udaipur

Dr. J. P. Mishra

Principal, Golden Jublie Institute of Management & Technology, Gujarat

Abstract

80% of the Indian Dairy Industry is unorganized and only 20% is

organized. And presently in India in the organized dairy industry 532+

private dairies, 254+ cooperative societies and 46 government dairies are

operational. So with this magnitude of Indian Dairy Industry, the number

of the man power employed can be better estimated. This research work

was intended to examine the satisfaction level of the employees which are

working in dairy industries of Madhyapradesh. For this purpose the

employees of public milk organization (Bhopal Sahakari Dugdha Sangh

Maryadit) and private milk organization (Anik Industries Limited) were

chosen for the comparative assessment of their level of satisfaction. The

sample size of the study was 300 employees. 150 employees were chosen

from each participated organization of different designations and income

classes. With the help of statistical analysis, it was observed that

performance appraisal practices followed by both the companies are

quite same either the income level of the employees of public and private

milk organization was different but comparative assessment disclosed no

significant difference found in the satisfaction score of their employees.

The research concluded that PA practices share common attributes and

standard which resulted into insignificant difference in satisfaction level

of employees of the Bhopal Sahakari Dugdha Sangh Maryadit and Anik

Industries Limited.

Keywords: Performance Appraisal, Satisfaction, Public and Private

Comparative Assessment of Public

and Private Milk Organization’s

Employee Satisfaction for

Performance Appraisal System

Introduction

Managing the professional productivity of the individual with personal

growth and correlating them with organizational development is the


64

dynamic need of the present environment and

Performance Appraisal is such kind of tool or set

of practices by which organizations in the

present time period manages the personal and

professional complexities of the their employees

and confirms the organizational development.

By the performance appraisal practices human

resource department tries to identify the

strengths and weaknesses of the employees and

how they can affect their overall output. Even

after several extreme changes and amendments

performed by a number of researchers in the PA

practices still an effective performance appraisal

is yet not established due to different

expectation level for the measurement

techniques. As it is not a practice which

benefitted the employees it is also for the

employers so realizing the expectations of both

the layers of the organization is quite tough. This

research work is an attempt of measuring the

satisfaction level of employees of the selected

private (Anik Industries Limited) and public

milk organization (Bhopal Sahakari Dugdha

Sangh Maryadit) for the performance appraisal

practices of their respective organization. The

present research work is a comparative

assessment of the level of satisfaction of the

employees and can help to understand, if

satisfaction is impaired or not.

The geographical scope of study is limited to the

one public and one private dairy organizations

operationally performing in Madhya Pradesh

state of India. And operational scope is limited

to comparative assessment of the performance

appraisal practices followed by the public and

private dairy organizations of the Madhya

Pradesh and also pointed to examine the

perception of employees for the Performance

Appraisal Practices or framework developed by

the selected Dairy industries under universally

accepted definitions of the concept.

Research Methodology

Judgmental and random sampling procedure

was followed for selecting one private (Anik

Industries Limited) and one public milk

organization (Bhopal Sahakari Dugdha Sangh

Maryadit). While selecting the Dairy / Milk unit

researcher’s judgment was influenced by two

major aspects that were: Dairy units or branch

should perform their activities in Madhya

Pradesh and should have a well developed

Employee Performance Appraisal practice set

for their employees under the model of

Employee Performance Appraisal Manage-

ment. Some other issues were also under

consideration during the selection of Dairy /

Milk organization has been pertained to: the size

and scale of dairy unit, locality of dairy branch or

unit.

For collecting the responses of employee group

of the sampled milk organizations convenience

sampling procedure is followed. Responses

were collected from only those respondents who

are able to understand the necessity of the

research, and can interpret that any of the

fruitful outcome will definitely benefitted them

in future by more clear and customized

Performance Appraisal Practices. The standard

sample size of employees decided for the

research purpose was 300 and total of 468

questionnaires were distributed to the employee

group chosen from the sampled dairy

organization of the study area of Madhya

Pradesh in order to achieve the mark of dully

filled 300 responses of the employees.

One set of fully structured and reliable

questionnaire has been devised to attain the

objective of the study that is to observe the

employees’ satisfaction for the Performance

Appraisal Practices followed in their



Table 1: Test of Homogeneity of Variance for type of organization (Public and Private) & number of time individual appraised and satisfaction level for last performance appraisal and PAS

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.

Types of Organization (Public and Private) 1.463 1 298 .228

Times individual appraised .878 4 145 .479

Levene’s Test for Equality of Variance is

performed to test condition that the variances of

both samples are equal or not. A high value

results normally in a significant difference, and

in Table 1 presented above for the Types of

Organization (Public and Private) the sig. is .228

which is quite higher than 0.05 which could

interpret as no equal variance observed for the

samples and for Times individual appraised

resulted sig. =.479, which could also interpret as

no equal variance for the frequency individual

appraised in the organization.

65

organization. The data obtained through

questionnaire were analyzed by using

appropriate statistical tools. After collecting the

required data, Statistical Package for the Social

Sciences (SPSS) version 21 has been used for the

purpose of processing and analysis of the

results.

In order to investigate the impact of type of

organization (Public and Private) and number of

time individual appraised in tenure with the

organization on their satisfaction level for their

last performance appraisal and for entire

performance appraisal system of the

organization following hypotheses were

formulated:

H : There is no significant difference in o1

employee respondents’ satisfaction for their last

performance appraisal and for entire


organization of Public milk organization

(Bhopal Sahakari Dugdha Sangh Maryadit) and


To compare the means of satisfaction level of

employees of both the part ic ipat ing

organization One-Way ANOVA test was used

as this test is the most appropriate method to

compare the means of two of more groups with

the same mean score value. Consequences of

impact of type of organization (Public and

Private) and number of time individual

appraised in their tenure with the organization

on their satisfaction level for their last


performance appraisal system were presented

below:

Private Milk Organization (Anik Industries

Limited).

H : There is no significant difference in o2

appraised employee respondents’ satisfaction

for their last performance appraisal and for

entire performance appraisal.


66

Table 2: One Way ANOVA for type of organization (Public and Private) & number of time individual appraised and satisfaction level for last performance appraisal and PAS

ANOVA


Types of Organization

(Public and Private)

Between Groups .033 1 .033 .030 .863

Within Groups 161.141 298 1.089

Total 161.173 299

Times individual

appraised

Between Groups .581 5 .581 .262 .610

Within Groups 328.919 294 2.222

Total 329.500 299


The Table 2 presented above showed the

variation (Sum of Squares), the degrees of

freedom (df), and the variance (Mean Square)

for the within and the between groups, as well as

the F value (F) and the significance of the F (Sig.).

Sig. value indicates whether the null hypothesis,

the population means are all equal or not and

has to be rejected or not. If the sig. value is less

than 0.05 than the difference between the means

are significant else insignificant difference exists

between the mean scores.

For the Types of Organization (Public and

Private), there is good difference between the

two Mean Squares (.033 and 1.089) which

resulted in an insignificant difference (F = .030;

Sig. = 0.863). The Sig. value is higher than the Sig.

level of 0.05. This means that H01 must be

accepted which stated that there is no significant

difference in employee respondents’ satisfaction

for their last performance appraisal and for

entire performance appraisal system of the




Limited).

For the Times individual appraised, there is

good difference between the two Mean Squares

(0.581 and 2.222) and resulted in an insignificant

difference (F = .262; Sig. = 0.610). The Sig. value is

higher than the Sig. level of 0.05. This means that

H02 must be accepted which states that there is

no significant difference in appraised employee

respondents’ satisfaction for their last


performance appraisal.

Thus from the acceptance of both the null

hypotheses it could conclude that type of

organization (Public and Private milk

organization) & number of time individual

employee appraised does not affect the

satisfaction level for last performance appraisal

and for the Performance Appraisal System of the

organization it is because common attributes are

shared in PA in most of the organization is

employee perception in influenced by it.


67

Table 3 presented above indicated Descriptive

Statistics of presented characteristics of

employee respondents of the participating milk

organizations of Madhya Pradesh. By the data

values presented in the table it could interpret

that total number (N) of employee respondents

participated in the research and filled the

questionnaire and also preferred for the study

purpose were 300. Standard deviation values

defined the coverage variation in the responses

collected from the respondents, a good value or

high value of standard deviation presents wide

coverage and variation among the responses of

respondents, which confirms the quality of the

data and confirms the normal distribution of the

responses. The Standard Deviation values with

the mean value for type of organization class is

(0.50 ± 0.50), for appraised in tenure class is (2.59

± 1.51), for experience in dairying (2.76 ± 0.96),

for experience in present job (2.59± 1.06) and for

grade of respondent class (2.78 ± 1.35). Mean and

Standard Deviation values of all the listed five

demographic variables of the employee

respondents showed good variation which

confirmed that while approaching the

respondents for collecting their responses for

the Performance Appraisal Practices or System

followed in their organization a good variation

in the responses of the employees was observed.

Higher variation in the values of the standard

deviation confirms the good quality of the data.

Skwness values of the descriptive statistics

measures the degree and direction of

asymmetry of the data. If the mean value is less

than the median value than Skewness will be

negative else it will be positive, thus this value

helps to know the normal distribution of data

values. From the Table 3 negative Skewness was

observed for appraised in tenure (-.406), for

experience in dairying class (-.060), for

experience in present job (-.070) and for all other

remaining demographic characteristics

Skewness is found positive.

Table 3: Descriptive Statistics of Presented Characteristics of Employee Respondents

Descriptive Statistics

N Mean Std. Deviation Variance Skewness

Statistic Statistic Statistic Statistic Statistic Std. Error

Type of the Organization 300 .5000 .50084 .251 .000 .141

Appraised in Tenure 300 2.5933 1.51953 2.309 -.406 .141

Experience in Dairying 300 2.7667 .96367 .929 -.060 .141

Experience In Present Job 300 2.5900 1.06725 1.139 -.070 .141

Grade of Respondent 300 2.7867 1.35176 1.827 .238 .141

Valid N (listwise) 300

Source: Computed Data

Conclusion

Performance Appraisal practices should be

opted by all the organizations as their integral

HRD practices, as a good performance appraisal

system resulted into the good productivity of

the employees and overall associated with the

organizational growth. In the selected dairy

organizations of the Madhya Pradesh (Bhopal

Sahakari Dugdha Sangh Maryadit and Anik

Industries Limited) the Performance Appraisal

practices were in execution and several benefits

were derived by the practices followed. After

comparative assessment of employees

satisfaction it was observed that as the PA


68

practices standards were commonly followed

by the HR in organization so specifically due to

the attributes commonalities no significant

difference was observed in employee

respondents’ satisfaction for their last






Limited). And the same conclusion was drawn

with no significant difference in appraised

employee respondents’ satisfaction for their last


performance appraisal. So overall it could

conclude that while measuring the satisfaction

of employees for PA practices their perception is

significantly affected with the characteristics of

the PA system so PA should be customized

according to the organizational structure and

type.

References

Anand, R., N. Kumar, and V. Tulin, (2016).

Understanding India's Food Inflation

Through the Lens of Demand and Supply, in

R. Anand, and P. Cashin, eds., Taming

Indian Inflation: Washington, IMF

Publications, p. 75-111.

Basu, T., (2015). Surplus powder stocks to keep

milk prices stable in North, The Hindu

Businessline, Kasturi & Sons.

Bhattacharya, R., N. Rao, and A. S. Gupta, (2014).

Understanding Food Inflation in India, ADB

South Asia Working Paper Series, Manila,

Asian Development Bank.

Bryman, A., Bell, E. (2003), “Business Research

Methods”, Oxford University Press, Oxford,

UK.

Galukande, E., H. Mulindwa, M. Wurzinger, R.

Roschinsky, A. O. Mwai, and J. Solkner,

(2013). Crossbreeding cattle for milk

production in the tropics: achievements,

challenges and opportunities: Animal

Genetic Resources, v. 52, p. 111-125.

Lagos, E. J., and V. Intodia, (2015). India and

Dairy Products Annual 2015, GAIN Report,

Washington, USDA Foreign Agricultural

Service.

Longenecker C., Caldwell L, (2014),"Current U.

S. trends in formal performance appraisal:

practices and opportunities – Part One",

Industrial and Commercial Training, Vol. 46

Iss 6 pp. 321 – 326.

Punch K (2005) Introduction to Social Research:

Qualitative and Quantitative Approaches

(2nd Ed.) Sage Publications Ltd.: London.

Future Studies Recommendations

As the study in confined to study the satisfaction

of selected dairy organization’s employees for

the PAS, but future studies may focus on

comparative assessment for the PAS for

different industries. A study over the difference

in the models followed by different industries

for PAS and related satisfaction of employees

may help to know that which PA practice is

comparatively good and must be followed by

the other industries of the same domain. More

demographic variables impact on the

satisfaction level of the employees can be

assessed which can lead to measure the

significant of personal characteristics on

employee perception.


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 CHALLENGESEditors : Prof. N.M. Khandelwal (ISBN 978-93-5104-481-9)

3. GREEN MARKETING : ISSUE AND PERSPECTIVESEditors : 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)

6. ENHANCING HUMAN CAPABILITIES: BIG CHALLENGE IN INDIAN PERSPECTIVE Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Mr. Ravindra Bangar, Prof. Sunita Agrawal (ISBN No. 978-93-5174-686-7)

7. EMERGING ISSUES IN ACCOUNTING AND FINANCE Editors : Prof. B.P. Sharma, Prof. Mahima Birla, Prof. Sunita Agrawal (ISBN No. 978-81-930017-0-7)

8. ECONOMIC AND SOCIO-CULTURAL ENVIRONMENT OF BUSINESSEditors : Prof. B.P. Sharma, Prof. Mahima Birla, Prof. Sunita Agrawal (ISBN No. 978-93-5796-165-9)

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 ISSUEEditors: Prof. B.P. Sharma, Prof. Mahima Birla, Prof. Sunita Agrawal (ISBN No. 978-93-5174-685-0)

RNI Number: RAJENG/2016/70311

Printed and Published by Dr. Mahima Birla (Indian) on behalf of Pacific Academy of Higher Education and Research University, Udaipur and printed at Yuvraj Papers, 11-A, Indra Bazar, Nada Khada, Near Bapu Bazar, Udaipur (Rajasthan) and published at Pacific Academy of Higher Education and Research University, Pacific Hills, Pratapnagar Extn., Airport Road, Udaipur (Rajasthan) 313001. Editor-in-Chief: Dr. Bhawna Detha

Rs. 60/- (per issue)

Date post:	26-May-2018
Category:	Documents
Upload:	dinhmien
View:	214 times
Download:	0 times

Pacific University Journal of Social Sciences University Journal of Social Sciences 25 May, 2017,...

Documents