International Journal On Global Business Management and Research

ISSN 2278 8425
International Journal on Global Business Management and Research

Volume 8, Issue 2, August 2019
A Bi-Annual Journal Published by Rajalakshmi Institutions
Journal writing is a voyage to the interior.

Christina Baldwin
IJGBMR
Published by
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Thandalam, Chennai-602105.
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© IJGBMR, Rajalakshmi educational Trust
August 2019
ISSN : 2278 8425
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www.rajalakshmi.org
International Journal on Global Business Management and Research (ISSN 2278 8425)
Volume 8, Issue 2, August 2019
 The Mediating Role of Job Satisfaction between Role Stressor and Organizational Commitment
Trinh Le Tan &Dao Thi Dai Trang 1-11
 An Empirical Study of Presentation Activates with Special Emphasis on Organized Retail
Shopping Mall at Bengaluru City
A. Mayur Kumar 12-26
 Relationship Among Vanity, Narcissism, Materialism & Compulsive Buying – A SEM Analysis
Dr. R. Kamala Saranya 27-32
 Impact of Occupational Stress on Turnover Intention of Women Bankers: An Emperical Research
on Galle District Private Sector Banks in Sri Lanka
Gunasekara V M 33-43
 A Literature Review on Production And Marketing on the Products of Poultry in Tamilnadu
Mathan Babu. R & Dr. P.G. Thirumagal 44-52
 An Empirical Analysis on Promotional Strategies of Packed Savouries With Reference to
Retailer’s Brands
Dr KS UsmanMohideen, Dr R Jeyalakshmi & Ms S Helen RoselinGracy 53-59
 The Challenges Facing the Libyan Customs and its Impact on the Libyan Economy
Ali E. O. Nasef 60-68

 Reading Habits of Today’s Generation
Aileen Berith Alex 69-74
 Factors Influencing Technostress and its Impact on Work Performance in an Automobile
company
Vinitha.S, Devika. KP, Deborah Sharon. S 75-81

The Impact of IT Investment on Firm Performance in Bangladesh: A Resource-Based Perspective
Mohammad Mizanur Rahman and Dr. Jannatul Ferdaous 82-95
Case Study
 George C. Marshall as Servant Leader: Applying the Greenleaf Paradigm
George E. Richards 96-107

Global Advisory Board
Patrons
Dr. Mrs. Thangam Meganathan, Chairperson , Rajalakshmi Group of Institutions, Chennai, Tamilnadu, India
Mr. Abhay Shankar,Vice Chairman,Rajalakshmi Engineering College, Chennai, Tamilnadu, India
Editors
Dr. K.R. Sowmya ,Professor ,Management Studies ,Rajalakshmi Engineering College,Chennai, Tamilnadu, India
Dr. Aiste Urboniene ,Associate Professor, Department of Philosophy & Cultural Studies Vilinus University, Kaunas,
Lithuania, Northern Europe
Associate Editors
Dr.S.Suresh, Assistant Professor(SG), Management Studies, Rajalakshmi Engineering College

Ms.Deborah Sharon, Assistant Professor(SS), Management Studies, Rajalakshmi. Engineering College
Ms. Griesiene Ingrida, Senior Specialist, Vilnius University, Kaunas, Lithuania, Northern Europe
Advisory Board
Ganesh.L.S, Professor, Department of Management Studies (DoMS), Indian Institute of Madras, Chennai, Tamilnadu,
India
Panchanatham.N,Professor,Business School, Annamalai University,Chidambaram, Tamilnadu,

India
Vita Zarina Dr.oec.Dean of Faculty of Business Administration,Turiba University, Latvia, Northern Europe
Terrence Perera,Assistant Dean,Faculty of Arts, Computing, Engineering & Sciences,Sheffeild Hallam University,
Sheffield, UK
Shahnaz Nayebzadeh,Department of Management,Islamic Azad University, Yazd Branch, Yazd, Iran
Darwin Joseph,Faculty Member/Program Director,(MIB - Grenoble Graduate School of Business, France),MDIS

Business School, Singapore
Ambalam Pushpanathan,Dean, Faculty of Business Studies,Vavuniya Campus of the University of Jaffna,Vavuniya, Sri
Lanka
Dev Anandh. N,Operations Director (India),Haworth India Pvt Ltd.,Chennai, Tamilnadu.
Balakrishnan.V,General Manager & Plant Head,Sundaram Hydraulics Pvt Ltd,Sriperumpudur, Chennai, Tamilnadu,
India
Babs Surjulal,Research Professor,Faculty of Management Studies,Vaal University of Technology, South Africa
Shane Lioyd,Assistant Director,Brown Center for Students of Color,Brown University, Providence Rhode Island
02912-1896
Susan Stryker, Professor,Department of Entrepreneurship,Innovation & Strategy,School of Management,University of

San Francisco,2130 Fulton Street,San Francisco, CA 94117
Richard Greggory Johnson III,Professor of Public Policy & Program Director, Department of Economics, Law &
International Business, McLaren & Masagung School of Management, University of San Francisco
From the Editor’s Desk
It is a great pleasure to release volume 8, Issue 2 of International Journal on Global

Business Management and Research. Unlike our previous issues, this issue also has brought
highly productive and standard papers for the benefit of the readers.
Each of the papers discussed is significant in its own way. We are very thankful to our
contributors and readers of our journal worldwide, without whose patronage this wonderful
journey may be impossible. We welcome innovative contributions from corporate members,
academicians, and researchers across the globe to contribute and benefit from our journal.
Thanks and Regards
Dr.K.R.Sowmya
Dr.Aiste Urboniene
The art of writing is the art of discovering what you believe

- Gustave Flaubert
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THE MEDIATING ROLE OF JOB SATISFACTION BETWEEN ROLE STRESSOR

AND ORGANIZATIONAL COMMITMENT
Trinh Le Tan1; Dao Thi Dai Trang2

1
International School, Duy Tan University, Danang 550000, Vietnam
2
Faculty of Accounting, Duy Tan University, Danang 550000, Vietnam
Abstract
Employee commitment to the company is important to realize the company's survival. One of the
determinants of the high level of commitment is job satisfaction. This study aims to determine the role of
job satisfaction in moderating the impact of role stressor (role conflict, role ambiguity, role overload) on
organizational commitment. The sample of research is 100 employees of Marketing Department,
Danapha, Danang. The sampling technique uses convenience sampling method. Data are collected using
questionnaires and analyzed by path analysis. The results showed that, first, the role stressor influence
job satisfaction. Second, the role of stressor influence organizational commitment. Third, job satisfaction
influence organizational commitment. Fourth, the effect of role stressor on organizational commitment
through job satisfaction, greater than the influence of role stressor on organizational commitment. The
result of this study can be a reference for the company, that to increase employee commitment, the
company must increase job satisfaction and reduce the role of stressor to employees. This can be done by
assigning appropriate values and norms to employees, clarify goals and work procedures, as well as to
provide workload according to the ability of employee, both qualitatively and quantitatively.
Keywords: role stressor, satisfaction, commitment

I. Introduction
The commitment of members of the organization commitment of employee organizations. Gunz &
becomes an important thing for an organization Gunz(1994) stated that job satisfaction and
to realize the survival of the company. organizational commitment have a positive
Commitment shows the desire of employees to correlation. An employee who has satisfaction
stay, work, fund devoted to the company. with his work, means that the employee has
Mowday et al. (1982) states that organizational enjoyed his work and feel that his job is a
commitment is shown by the attitude of desirable job. A person who has high job
employee loyalty continuously to the satisfaction will show a positive attitude towards
organization for the success and welfare of the his job, while a dissatisfied person will show a
organization. One of the causes of the low negative attitude towards the work itself.
commitment of employee organizations is job This study aims to determine: (1) the influence of
satisfaction. According to Simons (2005), job role stressor (role of conflict, role of ambiguity,
satisfaction is something that affects the role of overload) on job satisfaction, (2) the
IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 1

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influence of role stressor (role of conflict, role of employee job satisfaction, the higher the
ambiguity, role of overload) on organization employee job satisfaction, the greater the
commitment, (3) the influence of job commitment of an employee to the organization.
satisfaction on organizational commitment, and Armansyah (2002) also shows that
(4) which one is greater, i.e. direct influence organizational commitment is needed for
(role stressor to organizational commitment) or organizational survival. One of the efforts to
indirect influence (role stressor on organizational realize the organization's commitment is to
commitment through job satisfaction). provide appropriate financial rewards for its
members. Individuals who are not satisfied with
II. Literature Review financial rewards have a tendency to leave the
organization and find work for organizations that
Armansyah (2002) argues that commitment is are better able to meet individual personal
seen as something of a value orientation toward expectations.
an organization that shows individuals highly Mathis and Jackson (2001) argue that job
thinking and prioritizing work and organization. satisfaction is a positive emotional state of
Individuals will try to provide all the effort it has evaluating one's work experience. While Wexly
in order to help the organization achieve its & Yukl (1977) express job satisfaction as a
goals. Allen & Meyer (1990) states that there are person's feelings towards the job. Smith et al.
3 (three) forms of organizational commitment, (1969) revealed the existence of five dimensions
that are: Affective commitment, i.e. emotional of job satisfaction, namely: job, salary,
attachment, identification and involvement in an promotion opportunities, supervise and
organization. In this case the individual settled in colleagues.
an organization because of his own desires. Simons (2005), employee job satisfaction can be
a predictor of organizational commitment.
Continuous commitment, i.e. individual According to Mathis & Jackson (2001),
commitment based on consideration of what to organizational commitment gives particular
sacrifice when leaving the organization. In this emphasis to continuity. The commitment factor
case the individual decided to settle on an that suggests the decision to remain or leave the
organization because it considers it as a organization is ultimately reflected in the
fulfillment of needs. statistics of absenteeism and outsourced labor.
Normative commitment, i.e. individual beliefs Organizational commitment is influenced by
about responsibility to the organization. employee job satisfaction, the higher the
Individuals remain in an organization because employee job satisfaction, the greater the
they feel obliged to be loyal to the organization. commitment of an employee to the organization.
Lowe & Shaw (1968) stated that a subordinate Simons (2005), employee job satisfaction can be
who has a high commitment to his organization a predictor of organizational commitment. The
will think positively to favor his organization, results of Anisykurlillah et al (2003) showed that
because subordinates who have high job satisfaction variable had no significant effect
commitment want the goals of the organization on organizational commitment variable.
running in accordance with the planned. Organizational commitment tends to act as a
According to Mathis and Jackson (2001), good predictor of the willingness to move
organizational commitment gives particular employment auditors who have a long working
emphasis to continuity. The commitment factor period.
that suggests the decision to remain or leave Xiaohui's research (2007) concludes that
the organization is ultimately reflected in the organizational learning culture can be seen as
statistics of absenteeism and outsourced labor. an important factor for employee job satisfaction
Organizational commitment is influenced by and organizational commitment. The results of

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this study also revealed that job satisfaction is Rahayu (2002) also concluded that role conflict
positively related to organizational commitment, is negatively related to job satisfaction.
here job satisfaction serves as a benchmark in Results of research conducted by Jackson &
determining the emotional response of Schullr's (1985) show that role conflict and role
employees which will have an impact on ambiguity have negative tendencies with job
organizational commitment. The employee will satisfaction. This means that the higher the role
be committed to his place of work when the job of stressor the lower the job satisfaction of a
satisfaction expected by the employee can be person, and the lower the role of a person's
fulfilled by the company. stressor the higher the job satisfaction. The
Findings of Boles et al. (2007), illustrates that the results of this study are not in line with the
aspects that show job satisfaction relate to results of research conducted by Ardiansyah &
affective commitment of employees. The job Mas'ud (2004) which shows that there is no
satisfaction aspect used in this research is relationship between role overload and inter role
promotion, salary, job, supervision of leadership, conflict to job satisfaction. Research conducted
working group. Results of research conducted by by Mathiew & Zajac (1990) concluded that role
Gunlu et al. (2010) concludes that there is a ambiguity and role overload have a negative
positive relationship between job satisfaction and relationship with organizational commitment. If
organizational commitment. It can be said that the company wants to increase its employees'
when a person's job satisfaction increases, then at organizational commitment then the company
that time their organizational commitment will must minimize its employee role stressor. Role
increase as well. Therefore, things that can create of conflict is related to work pressure and job
a person's job satisfaction should be very satisfaction. While the unclear role is related to
concerned, if it is not considered then the job satisfaction, performance and desire to move.
organization's commitment will be reduced. In a Research conducted by Mathiew & Zajac (1990)
study conducted by Naderi (2012), found a concluded that role of ambiguity and role of
significant positive correlation between job overload have a negative relationship with
satisfaction with organizational commitment. organizational commitment. If the company
The logical explanation that can be drawn from wants to increase its employees' organizational
this research is organizational commitment is a commitment then the company must minimize its
function of job satisfaction. Various dimensions employee role stressor.
of job satisfaction, such as the satisfaction of Cappozzoli (1995) argues that conflict will
salary, the satisfaction of co-workers, develop into a problem when people involved in
supervision of the leadership and the work itself conflict cannot effectively manage the conflict. If
is required by the workers to meet their basic conflicts are effectively managed, they will
needs. When their needs are met then their become a constructive force for the organization.
organizational commitment level will be high. The existence of conflict will cause some
Empirical studies of role-stress influences on job consequences that will affect the organization.
satisfaction and organizational commitment have This opinion is in line with the results of research
been made by Rahayu (2002), where the results conducted by Suranta (1998) which shows that
show that Boundary Spanning Activities (BSA) the influence of conflict cannot only lead to
are important antecedents affecting role individual emotional consequences such as
pressures, while Perceived Environmental increasing thetension of employment relationship
Uncertainly (PEU) and formalization are not a and decreasing job satisfaction, but also will
significant antecedent for both components of affect one's organizational commitment.
the role pressures. In addition, role stress is The result of the research by Ardiansyah &
associated with a number of disfunctional job Mas'ud (2004) shows that the role excess
outcomes. The results of research conducted by variable is significantly influenced by auditor's

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education, while the conflict between roles is receives a series of assignments or difficult
influenced by income and position interaction, assignments. Rizzo et al. (1970) suggests that
work and age, and education. Other results individuals who are faced with high levels of role
indicate that the role and conflict between roles of conflict and high level of role of ambiguity
does not affect job satisfaction, but the excess will experience anxiety, become more
role has a positive and significant impact on the dissatisfied and perform work less effectively
conflict between roles. Desiana & Soetjipto than others
(2006) stated that the role of conflict and role of Jackson & Schullr's (1985) states that role of
vagueness negatively affect the job ambiguity also has a negative tendency with job
satisfaction, and job satisfaction have positive satisfaction. This means that the higher the role
effect on organizational commitment. Katz & of ambiguity the lower the job satisfaction of a
Khan (1978) states that the individual will person, and the lower the role of someone's
experience conflict within himself if there are ambiguity the higher one's job satisfaction.
two or more pressures that occur simultaneously While Kahn et al. (1964) argues that the stress
aimed at a person. Wolfe & Snoek (1962) argues arising from the ambiguity of the goal ultimately
that role stressor indicates the broad expectations leads to job discontent, lack of self-confidence,
of a series of roles of the organization's members sense of selflessness, decreased self-esteem,
facing three-dimensional situations, namely the depression, low motivation to work, increased
unclear role (ambiguity), non-conformity of roles blood pressure and pulse rate, the tendency to
so that between roles are conflicting with each leave work.
other (conflict) and the weight of work pressure Ardiansyah & Mas'ud (2004), states that role of
(overload). overload is generally a socially- formed variable
Rizzo et al. (1970) suggests that individuals because of a gender perspective. Excess
faced with high levels of role of conflict and high workload is a stress generator. Munandar (2001)
role of ambiguity will experience anxiety, argues that the workload can be further
become more dissatisfied and perform work less distinguished to a quantitative overload of work,
effectively than other individuals. Khan et al. arising from the excessive tasks assigned to the
(1964) argues that the potential consequences of workforce to be accomplished within a certain
role of conflict and role of vagueness, i.e. the time, and the qualitative overload work, that is, if
decrease of job satisfaction of an individual. Job one feels unable to perform a task, or the task of
satisfaction is a bridge for companies to achieve not using the skills and/or potential of the
corporate objectives. workplace. According to Murtiasari & Ghozali
Organizational commitment is an expected role (2006) the role advantages is inversely
for the role that individuals perform. proportional to job satisfaction. Kahn et al.
Jackson & Schullr's (1985) states that role of (1964) argues that role pressures arise because of
conflict and role of ambiguity have a negative two conditions often faced by employees,
tendency with job satisfaction. This means that namely role of ambiguity and role of conflict. In
the higher the role of stressor the lower the job addition to thesetwo factors, Schick et al. (1990)
satisfaction of a person, and the lower the role of also argues that employee role pressures are also
a person's stressor the higher one's job caused by the heavy workload that leads to role
satisfaction. This is in accordance with the of overload. While Beehr et al. (1976) found that
results of research Kahn et al. (1964) which role stressor consists of role of ambiguity, role of
indicates that role of confict means that there is conflict, and role of overload.
an inappropriate demand or inquiry on someone. The following hypotheses are proposed based on
This can be interpreted, there is a conflict these relationships.
between the demands of the organization with
the values of a person or conflict because it

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H1 : Role conflict influence job satisfaction. response to the other's behavior and clarity about
H2 : Role ambiguity influence job satisfaction. expected behavioral requirements, or in other
H3: Role overload influence job satisfaction. words, vagueness of organizational goals and
H4: Role stressor influence job satisfaction. work procedures.
H5: Role conflict influence organizational Role of overload is defined as a condition in
commitment. which an employee has too much work to do at
H6: Role ambiguity influence organizational a time or in other words quantitative and
commitment. qualitative workload.
H7: Role overload influence organizational Types of the data used in this study are primary
commitment. and secondary data. Data collection techniques
H8: Role stressor influence organizational use questionnaires, literature studies and
commitment. interviews. In this study, the population is
H9: Job satisfaction influences organizational employees of Marketing Division of Danapha
commitment. Danang city, amounting to 202 people, with a
H10: The effect of role stressor on organizational sample of 100 people with convenience sampling
commitment through job satisfaction, greater for sampling techniques. The data in this
than the influence of role stressor on research are analyzed descriptively and
organizational commitment inferences by using regression analysis and path
analysis.
III. Research methodology
IV Result and Discussion
The research was conducted at Danapha, located
on 253 Dung Sy Thanh Khe, Thank Khe District, Gender shows the physical condition of a
Danang city. The variables in this research are:
person. In relation to work, gender often gives
(1) Independent Variable: role stressor (role of
meaning to one's physical and mental strength.
conflict, role of ambiguity, role of overload), (2)
The respondents of this study were dominated
intervening variable: job satisfaction, and (3)
dependent variable: organizational commitment by males with 88 people (88%). This is because
In this study, organizational commitment is the position as a marketing work outside or
defined as the relative strength of the individual field, so reasonable when domiciled by
in identifying his or her involvement into the men.Age reflects the physical and mental
organization. The indicators are loyalty, the condition of a person, in relation to work, age
desire to succeed with the organization and want may reflect the particular needs of a person
to always be part of the organization. Job and the maturity of the mindset.The
satisfaction is defined as a positive emotional respondents were dominated by employees
state of evaluating one's work experience. The aged 21-30 years i.e. 73 employees (73%).
indicators are satisfaction in the job itself, salary, The level of education reflects the intellectual
promotional opportunity, and recognition of the level of a person. This condition often also
relationship between the supervisor and the reflects the quality of work. In terms of
workforce, and the opportunity to move forward. education, respondents are dominated by
Role of conflict is defined as a conflict between respondents who have undergraduate
the demands of the organization with the values education, namely as many as 44 people
of a person or conflict because it receives a (44%). Employees who have a degree of
series of difficult assignments or assignments, or undergraduate education are expected to have
conflicts caused by inappropriate job demands. adequate work competence in the workplace.
Role of ambiguity is defined as a situation in
which a job has a deficiency in predicting a

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Table 1. Summary of Hypothesis Test Results of a response to the behavior of others and
No Hypothesis Description clarity about the expected behavioral
1 Role conflict influence job satisfaction. Supported requirements. Some things that can lead to
2 Role ambiguity influence job satisfaction. Supported
3 Role overload influence job satisfaction Supported
ambiguity of the role of unclear job
4 Role stressor influence job satisfaction. Supported goals/objectives, responsibilities and work
5 Role conflict influence organizational Supported procedures. The stress arising from the
commitment.
6 Role ambiguity influence organizational Supported
obscurity of the target ultimately leads to job
commitment. dissatisfaction. In this research, role of
7 Role overload influence organizational Supported ambiguity factor has negative but not
commitment.
8 Role stressor influence organizational Supported
significant effect on employee job satisfaction.
commitment. The results of this study are still in line with the
9 Job satisfaction influence organizational Supported results of previous research conducted by
commitment
10 The effect of role stressor on Supported Jackson & Schullr's (1985) stating that role of
organizational commitment through job ambiguity has a negative tendency with job
satisfaction, greater than the influence of satisfaction. This means that the higher the role
role stressor on organizational
commitment. of stressor the lower the job satisfaction of a
Sources: Processed Primary Data, 2018 person, and the lower the role of a person's
stressor the higher one's job satisfaction.
Role conflict influence job satisfaction.
Kahn et al. (1964) argues that role of conflict Role overload influence job satisfaction.
means that there is an inappropriate demand or Excessive workload can be a stress generator.
inquiry on a person. This can be interpreted, Workload can be an excessive workload, i.e.
there is a conflict between the demands of the the task given to the workforce to be completed
organization with the values of a person or within a certain time or workload because
conflict because it receives a series of people feel unable to perform a task, or the
assignments or difficult assignments. Role of task does not use the skills and/or potential of
Conflict arises because a worker has a conflict the workplace. Based on the explanation, it
between the tasks that must be done with the can be concluded that the advantages of roles
responsibilities they have. The emergence of inversely proportional to job satisfaction. This
this role conflict will affect the job satisfaction. workload will have an impact on job
Employees will feel job satisfaction if there is satisfaction. The results of this study support
no a lot of pressure and load in work. Job the results of research conducted by Murtiasri
satisfaction will arise if what someone gets in & Ghozali (2006) which shows that the higher
accordance with what is expected. These the role of overload the lower jobsatisfaction.
results are in line with the results that have been Role stressor influence job
obtained, the higher the role conflict the lower satisfaction. Roles are a representation of
the employee job satisfaction. expectations for the behavioral fit that
Role ambiguity influence job working team members should play. Leaders
satisfaction. Ambiguity is a vagueness of the and team members have a role that must be
perceived role of employees, this is not always run according to their respective functions.
make employees feel unsatisfied with work. The hope of team members' behavior should
Employee positions with each other differ in be in accordance with the expectations of all
response to this ambiguity role, so this variable parties involved in the work team,either
does not affect the work satisfaction. Role of directly or indirectly. Jobsatisfaction will
ambiguity can be interpreted as a situation arise if what someone gets in accordance
where a job has deficiencies in the prediction with what is expected. Role stressors have a

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negative relationship with job organization achieve its goals. Employees who
satisfaction.The higher the role of stressor the have high role of overload has lower
lower the jobsatisfaction of a person and vice organizational commitment. Luthan (1995)
versa if the lower the role of stressor the argues that organizational commitment is: (1) a
higher job satisfaction. Research conducted strong desire to become a member of a
by Jackson&Schullr's(1985) states that role particular organization. (2) a desire towards a
of conflict and role of ambiguity have a high level of expertise on behalf of the
negative tendency with job satisfaction. This organization. (3) a certain belief in, and
means that the higher the role of stressor the acceptance of the values and objectives of the
lower the jobsatisfaction of a person, and the organization. High desire and trust from
lower the role of a person's stressor the employees will be appreciated by good work in
higher one's job satisfaction. the company. Of course low stress levels will
make employees comfortable.
Role stressor influence organizational
commitment. Commitment is seen as Commitment becomes a very important
something of a value orientation toward an thing an employee must have, because a high
organization that shows the individual is very commitment can make an employee have a
concerned about and prioritizes work and passion in working, a desire to advance the
organization. Individuals will try to provide all company to achieve its goals, so that an
the effort they have in order to help the employee will make every action taken to
organization achieve its goals. In an advance his company. The feeling of
organization there can be demands from the belonging and feeling that an employee is part
organization with a series of difficult of the organization where one works. Unlike if
assignments. This will trigger the emergence of an employee has a low commitment to the
conflicting roles within employees that will company, the performance of an employee will
impact on the low commitment to the decrease and can cause an employee to leave
organization. Research conducted by Kahn et the company where the work (turn over)
al. (1964) states that role pressures arise because they do not have a sense of ownership
because of two conditions often faced by and attitude to advance the company. Jackson
auditors, namely role of ambiguity and role of & Schullr's (1985) explains that role of
conflict. Sometimes an employee works on the ambiguity, role of conflict and role of overload
request of two or more parties that do not are conceptualized as stressors that can
coincide with each other. The existence of the impact a person's job satisfaction, so that the
difference between company values and lower the role of stressor in an organization, the
acceptable value of employees is one of the greater the job satisfaction. Low Role of
shaping of organizational commitment of an Stressor will have an impact on the increasing
employee. So also with the ambiguity of the work satisfaction and organizational
role, the disgust of an employee's responsibility commitment
to his duty can also be one of the formers of
organizational commitment. Commitment is Job satisfaction influence organizational
seen as something of a value orientation commitment. The results of this study support
toward an organization that shows the the results of research conducted by Xiaohui
individual is very concerned about and (2007), that organizational learning culture can
prioritizes work and organization. Armansyah be seen as an important factor for employee job
(2002) argues that an individual will strive to satisfaction and organizational commitment.
provide all the effort he has in order to help the The results of this study also revealed that job
satisfaction is positively related to
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organizational commitment, here job is required by the workers to meet their basic
satisfaction serves as a benchmark in needs. When their needs are met then their
determining the emotional response of organizational commitment level will behigh.
employees which will have an impact on
Figure 1 shows that the effect of role stressor
organizational commitment. The employee will on organizational commitment through job
be committed to his place of work when the job satisfaction, greater than the influence of role
satisfaction expected by the employee can be stressor on organizational commitment. This
fulfilled by the company. Work in accordance means that job satisfaction can mediate the
with the ability of the workers will make the influence between role of stressors with
worker satisfied working at work so as to
organizational commitment. Armansyah (2002)
generate employee commitment. Supervision of argues that employees who are part of the
the leadership, the supervisor of excessive company in work will have a commitment in
supervision will make employees feel organizing. Organizational commitment in
uncomfortable to work, as well as the leader general can be interpreted as an employee
who is indifferent to his employees will make engagement to the organization where the
the employee feel not appreciated by the employee is working. Commitment is needed
leadership. As a leader should be able to by the organization so that competent human
provide an example to its employees, if there is resources in the organization can be maintained
a violation of the rules the employees should be and well kept. An employee's organizational
given sanctions and if there is an achievement, commitment will increase if the burden of
the leadership does not hesitate to praise and conflict is small, accompanied by high job
give awards to the employee, so that will satisfaction, and vice versa.
emerge commitment among employees. Jackson&Schullr's(1985) states that low role of
The results of this study are also in line stressor will have an impact on the increasing
with the results of research conducted by Gunlu work satisfaction and organizational
et al. (2009), indicating that there is a positive commitment.
relationship between job satisfaction and
organizational commitment. It can be said that
when a person's job satisfaction increases,
then at that time their organizational
commitment will increase as well. So that
things that can create job satisfaction a person
should be very concerned where if it is not
considered then the organization's commitment
will be reduced. The results of this study are
also in line with the results of research
conducted by Naderi (2011), which found a
significant positive correlation between job
satisfaction with organizational commitment.
The logical explanation that can be drawn from
this research is organizational commitment is a
function of job satisfaction. Various dimensions
of job satisfaction, such as the satisfaction of
salary, the satisfaction of co-workers,
supervision of the leadership and the work itself

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-0.287
Role
conflict
-0,495
(X1)
Role --0.316 Organizational

Job Satisfaction
Ambiguity
0.776 Commitment
(Y1)
(X2) (Y)
Role -0.462
Overload
(X3) -0.244
-0.216
Figure 1. Path Analysis Results
V. Conclusion
Based on the analysis result, it can be concluded
that first, the role stressor influence job satisfaction.
Second, the role of stressor influence organizational
commitment. Third, job satisfaction influence
organizational commitment. Fourth, the effect of
role stressor on organizational commitment through
job satisfaction, greater than the influence of role
stressor on organizational commitment. This study
has limitations, first the data is based solely on
the questionnaire field without being followed by
in-depth interviews to obtain more complete data,
and secondly, path analysis uses only very simple
methods

ISSN 2278 8425
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:Harvard Business School Press. Conflict.Journal of Social Issue, 102-121.

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AN EMPIRICAL STUDY OF PRESENTATION ACTIVATES WITH

SPECIAL EMPHASIS ON ORGANIZED RETAIL SHOPPING MALL AT
BENGALURU CITY
A. Mayur Kumar1
1
Assistant Professor,K.S.R.M college of Management studies, K.S.R.M College of Engineering, Kadapa, Andhra Pradesh,
India
ABSTRACT
This paper reports the results of a study designed to identify key presentation activates to the
success of their organized retailing shopping malls, current study is descriptive in nature. The
primary data would be collect from 275 sample responses belonging to varied group of
customers of the shopping malls etc., in the Bangalore city. Present study consists and the
questionnaire two parts. Part-I questionnaire measures the distribution of participants on the
bases demographic characteristics and part-II questionnaire measures Presentation activates at
shopping mall on a five point liker scale ranging from (1) strongly disagree to (5) “strongly
agree” Sample was collected on the basis of non-probabilistic snowball sampling method. The
population in this study comprise of customer who loves shopping malls at Bangalore.. This
study is undertaken, Descriptive Statistics, t-test to identify the Presentation activates Correlation
analysis and has been used to establish the relationship between presentations activates and
Customer satisfaction. The hypothesis has been tested by using regression analysis.
I.Mall scenario in India facilities and there is a combined brand pull

of all outlets. Malls inspire fashion–based
The retail sector in India is emerging shopping, as distinct from the need–based
as one of the largest sectors in the economy. shopping inspired by super–markets and
The Indian retail industry has emerged as discount stores. Malls seek to position
one of the most dynamic and fast-paced themselves as destination shopping
industries. India is expected to become the locations. The concept of Retail as
world's third-largest consumer economy, entertainment came to India with the advent
reaching US$ 400 billion in consumption by of malls. Mall fever has touched every facet
2025. Retail market in India is projected to of Indian society. Whatever is the income
grow from US$ 672 billion in 2017 to US$ stratum of consumers, malls make no
1.1 trillion in 2020. The modern retail distinction in proffering most-revered
market in India is expected to grow from national and global brands. In India, malls
US$ 70.45 billion in 2016 to US$ 111.25 have transformed shopping from a need
billion in 2019. Malls are an upcoming trend driven activity to a leisure time
in Retail market. The concept is based on entertainment. The quality mall space which
constructing centrally air–conditioned malls was just one million square feet in 2002 has
and renting the floor space out to individual accomplished new milestones of 40 million
shops. Shoppers use the same parking square feet and 60 million square feet in
ISSN 2278 8425
2007 and 2008 respectively. There is a 2017. International property consultancy

paradigm shift in the mall scenario, from firm Cushman & Wakefield estimates that
just 3 malls in the year 2000; the country India will see close to 34 new malls by 2020
witnessed 220 malls in the year 2006. In in the top eight (Ahmadabad, Bengaluru,
India, out of the 12 million sq.ft of Indian Chennai, Delhi-NCR, Hyderabad, Kolkata,
shopping centre space planned for opening Mumbai and Pune) Indian cities.
in 2012, only about 60 percent was expected 1. Table: 1 Top 20 Biggest Malls in
to be complete because of the huge delay in India
mall projects in India's biggest cities. There
is a stress even in the business model as it is Lulu International
1 2500,000 square feet
Shopping Mall, Kochi
getting a bit expensive. Real estate prices
and construction costs are rising, but the DLF Mall of India, Noida
retail business is not growing enough to 3 1150,000 square feet
Elante Mall, Chandigarh
absorb these costs. Retail rents are down by
4 1000,000 square feet.
30 to 40 percent as compared to the peak of Phoenix Mall, Chennai
2008 (CRISIL). The Great Indian Mall 5 10,00,000 square feet
Viviana Mall, Thane
Boom began innocuously enough in the
early 2000s, with just three malls in 6 924,000 square feet
Mantri Square, Bangalore
existence in the entire country. The rest is,
7 North Country Mall, 914,760 square feet
as they say, history, as Indian shoppers Mohali (VR Punjab)
slowly but surely developed a penchant for
shopping in clean, vibrant, climate- 8 Z Square Shopping Mall, 900,000 square feet
Kanpur
controlled and highly-enabled malls rather
than in the usual ‘kirana’ shops and 9
Lotus Mall, Mangalore
900,000 square feet
scattered individual stores. Despite many
10 The Great India Place 850,000 square feet
hiccups, including the recession of 2007-08 Shopping Mall, Noida
and the advent of ecommerce businesses, the
numbers vouch safe that Indian malls are 11 Select Citywalk, New 850,000square feet
Delhi
definitely here to stay. By 2017-end, there
were more than 600 operational malls across 12 Phoenix Market City, 800,000 square feet
the country. Interestingly, more than 30 new Mumbai
shopping malls covering nearly 14 million 13
Phoenix Mall, Pune
800,000 square feet
sq feet of area are expected to come up
across top eight cities by 2020.Malls now DB City Mall, Bhopal
spreading their wings to even Tier II and 15 Alpha One Shopping Mall 706,000 square feet
Tier III cities. With rising disposable (Ahmedabad One)
incomes in the country, the idea of malls has 16 657,000 square feet
caught on since they are convenient, R-city Mall, Mumbai
organized, offer number of choices under 17 High Street Phoenix, 650,000 square feet
one roof, and provide ample parking space. Mumbai
Thus, it doesn’t come as a surprise that 18 650,000 square feet
South City Mall, Kolkata
organized retailing in the country is
projected to grow at the rate of 25-30 per Inorbit Mall, Hyderabad
cent per annum to touch $75 billion by 20 545,000 square feet
Inorbit Mall, Mumbai

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Objectives of the Study scale ranging from (i) strongly disagree to

 To examine the fundamental concepts (5) “strongly agree”. The sampling
behind on presentation activates towards technique followed by non-probability-
organized shopping mall at Bengaluru snowball sampling. The data collected for
city in India pretest are through online survey, E-mail ids
were gathered from various sources
 To measure the level of satisfaction / belonging to India. Questionnaire for the
dissatisfaction of on presentation pretest was designed on web portal of
activates towards organized shopping quia.com. The population in this study
mall at Bengaluru city in India. comprise of customer who loves shopping
 To identify the effectiveness of malls at Bangalore. It is decided to choose
in order to collect the data a through online
presentation activates of shopping mall
survey structured questionnaire was farmed
and customer satisfaction Questionnaires were distributed amongst the
Research Hypotheses sample of 300 But received 275 customers
Customer
respondents of shopping mall (Mantri square
Presentation activates of mall, the forum, Guruda mall, Bangalore
organized shopping Mall
satisfaction central, Phoenix Market City ) at
Bangalore city. The period of the study
H0: There is no positive relationshipSatisfacti review of literature, design of questionnaire,
between presentation activates of shopping and the actual data for the questionnaire are
mall and Customer Satisfaction. on. collected during September-December2018.
The data was collected tying a survey and
H1: There is positive relationship between interpretation through to check the reliability
presentation activates of shopping mall and of the data cronbach alpha test was applied
Customer Satisfaction. in order to find out the most preferable
Presentation activates at shopping malls
view point Descriptive Statistics, factor
II. Research Methodology analysis, t-test correlation and regression
In order to accomplish the was applied. All the analysis was carried out
objective of the study to collect data for this by SPSS 24.0.
research study, both primary and secondary
sources were used Primary data collected III. Literature Review
through an empirical investigation, online
survey was conducted, using a structure J.Chithralega (2013) has described The
questionnaire. Secondary data collected present study mainly focuses on experiential
through the researcher-reviewed articles shopping motivations which consist of
related to research objective that appeared in comfort, convenience, idea shopping,
the scholarly literature, key journals, reports, diversion, enjoyment, ambience, and
magazines and proceeding were attractiveness. Consumers are visiting malls
systematically scanned for articles related to for various motivational factors. Various
the research topic.Present study consists and motivational factors are Aesthetic
the questionnaire two parts. The appreciation, diversion, Social relationship,
questionnaire measures on presentation Browsing, and Convenience. Research
activates at shopping mall on a five point suggests that there is a direct link

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between shopping motivations and overall factors on shopper satisfaction and outcomes
mall experience value such as Hedonic shopper loyalty and shopper positive WOM
benefits, Utilitarian benefits, epistemic in the shopping malls industry in KSA. This
benefit and Revisit intension. They are research contributes to the services
broad categories of atmospheric cues: marketing discipline in finding out the role
external cues (e.g. architectural style, of the attractiveness factors namely
surrounding stores); general interior cues (aesthetic, convenience and accessibility,
(e.g. flooring, lighting, color schemes, product variety, entertainment, and service
music, and aisle width, ceiling composition); quality) in enhancing shopper satisfaction,
layout and design cues (e.g. space design loyalty, and positive WOM.
and allocation, grouping, traffic flow,
racks and cases); point of purchase and Dr. V. Sujatha (2015) in this research, the
decoration displays (e.g. signs, cards, wall tenants of the mall revealed that they are
decorations, price displays) satisfied towards the existing mall ambience,
facilities provided and the support extended
Shashikala R and Dr. Suresh A. M (2013) by the management team. In future, the
this paper attempts to explore the possibility satisfaction level is subject to change as the
of building consumer loyalty through expectation of the tenant changes depending
effective use of service scape (physical on the nature of problem encountered. So
environment) in a shopping mall to attract continuously monitoring the tenant
and retain serious buyers. Study revealed satisfaction becomes inevitable. Building
that seven service scape dimensions good tenant relation is based on the
considered i.e., ambient factor, aesthetic commitment on the part of property owners.
factor, layout, variety, cleanliness, signs, Derek Ong Lai Teik, Gan Yi Hao, Iva
symbols & artifacts, and social factor are Juniaty, Joseanne Wong LirnJhet, Ling Ai
all relevant in shopping mall context and Rick and Subashini a/p Gullantheivello
capable of inducing significant variations (2015) the research analysis Shopping has
in consumer loyalty. Ambient factors become an activity of leisure and most of the
(lighting, scent, air quality, temperature, stress of it has been reduced with the
music, and noise), Spatial layout and introduction of online shopping in recent
functionality (the existence and arrangement years.
of machinery, equipments, and furnishings) Nevertheless, shopping mall operators are
and Signs, symbols, and artifacts constantly improving their current
(signage, artwork and decorative items, POP operations to enhance customer experience.
displays) design of a store may translate in Besides, shopping malls are enclosed
to more happier customers, longer stays, environment with controlled climate and on-
higher spending, and faster and efficient site parking. The amount of time an
service, all of which may have individual spent in a mall as well as the
considerable effect on organization’s bottom frequency of an individual to engage in
line. shopping are fundamental reasons for
shopping mall operators to continue to elicit
Ala'Eddin Mohammad Khalaf Ahmad stimulation to enhance their positive
(2012) the study discuses to make an consumer behaviour and increase their
original contribution to knowledge by purchase intention probability. Besides the
investigating the impact of attractiveness potential in high sales, holiday seasons are a

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great opportunity for shopping mall through various decorations and atmosphere
operators to enhance their stimulations manipulation of the interior design and .
ambience.
{ INSERT TABLE 2 HERE}
IV. Data Analysis
The study has found that out of 275 sample mostly represents the middle class
respondents,171 (62.2 %) male and 104 income preferred to visits shopping malls.
(37.8 %) females respectively at shopping From the study Employee 64 (23.3%),
malls in Bangalore city. Hence it can be employer 64(23.3%), House wife 55
interpreted that men are more inclined than (20.0%), Student 50 (18.2%), Retired 19
women in shopping malls. (6.9%) and un-employed 23 (8.4%). Hence
The study has found out of 275 respondents, it can be understood that salaried
86 (31.3 %) investors are in the age group of employees, employer and students is making
Below 26-45 years, 83 (30.2%) happy and joy shopping mall an attractive
respondentsare in the age group of 46-60 place for shopping.
Years, 67 (24.4 %) respondents are in the
age group of 17 -25 Years and 39 (14.2%) { INSERT TABLE 3 HERE}
respondents are in the age group of above 60
Years. It is interpreted from the results that The study found that out of 275 respondents
respondents in the age group of 26-45 Years 217(78.9%) like mall culture and 58 (21.1%)
and 46-60 Years are the groups interested to negligible like mall culture.
visit shopping malls.
It is observed from the study that among 275 The results show the respondents are
respondents, 140 (50.9%) respondents are showing the interest 149 (54.2%) Frequent,
having post graduates education, 112 customer can show to visit the shopping
(40.7%) respondents are graduates and 23 malls at weekends and 126 (45.8%)visit the
(8.4 %) respondents are undergraduates. shopping malls In Frequent. Customer
Hence it can be observed that respondents showing the interest normal days to visit the
with post graduation and graduation studies shopping malls, customer are showing more
are more visit shopping malls. Education interest on weekends.
level play more significant dominant to give
preferences and exportations shopping malls From the research study results 89 (32.4 %)
at Bangalore in India. shop, 78 (28.4 %) to dine, 62 (22.5%)
Most of the respondents belong to the entertainment and46 (16.7%) movies in the
income groups, 87 (31.6 %) respondents shopping malls. Results indicated most of
have monthly income Up to Rs.20,001- the respondent understandably the
30,000, 82 (37.89 %) respondents are having preferences were in favor of shop.
monthly income of Rs. 10,001-20,000, 31
(11.3 %) respondents are having monthly The study identified the customer prefer to
income of Above Rs.30,001-40,000. Hence visit the shopping malls 87 ( 31.6 %)
it can be understood that monthly income car, 70 (25.5%) city bus, 59 (21.5%) auto,
group of above Rs 20,001-30,000 and 35(12.7%) two wheeler and24( 8.7%)
followed by Rs 10,001 to 20,000 arethe walking. Most respondents are showing to

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visited shopping malls at car ,city bus and magnitudes Eigen value are explained, are
two wheeler. seven factors before rotation factor
accounted for however after extraction it
Respondent rated the mode of payment cash account for only 14.942 percentage of total
in delivery 44(16.4%), debit card variance (compared 14.942, 10.796, 7.335,
45(16.0%), credit card 54 (19.6%) percent, 5.717, 5.557, 4.770, 4.483 and4.090) This is
Net banking 63(22.9%) and wallet 69 a very good perfect extraction nine factor.
(25.1%)percent. Most of the respondent .Factor I (F1) shows there are six significant
shows interest to making wallet and Net loading the variable namely The five
banking purchases. variables (Vibrant & Cheerful décor &
Ambience (Water Fountains, Trees, Flowers
{ INSERT TABLE 4 HERE} Artistic Layout, Good music playing etc)
.951, Transportation facilities like escalators
The variables considered for measurement 0.945, Multiple entrances and (Exits)0 .943,
of turnover intentions on 5 point scale Ample seating arrangements on all floors
ranging from 1 to 5. The mean values of (Areas with couches, comfortable places to
these 27 items varied from 3.34 to 4.06 and sit down & relax 0.727), It has Valet parking
standard deviation values range from 1.006 0.569)This factor named as “Out
to1.173Skewness values have a range of - structure”.Factor II (F2) shows there are six
0.029 to 0.012 and kurtosis values range significant loading the variable namely as
from -0.05 to,-0.101 is considered excellent “Operating Atmosphere” Air conditioning is
for most pyenometric purposes, but a value better 0.722, Spacious & Structured Parking
between +2.0 is also acceptable indicating 0.703, Enhanced safety & security0.701,
the normality of the data. Normally ATM are available in ever floor 0.624,
distributed as they are perfectly skewed with Adequate fire safety provisions0.617 and
values between 1 and -1 and presented in CCTVs installed at all the strategic locations
Table No.4. The data is ready for in our Mall 0.595.this factor is highest
psychometric analysis it is proved to be loading factor . The significant factors
significant. loading under Factor III (F3) significant
loading the variable namely as
Factor analysis “Environmental experience” Lighting and
music 0.793, Display of windows and
{INSERT TABLE 5 HERE} fixtures 0.682, Pleasant relaxing ambiance
Kaiser-Mayes-Olkin (KMO) measures of 0.507, and Easy checkout system
sampling adequacy and the resultant value 0.502.Factor IV (F4) shows there are six
was 0.760, which is greater than 0.5 significant loading the variable namely as
showing that the sample is mediocre. This “Interior Outlook” Attractive space for
indicates that the factor analysis is shopping 0.766, the navigations and signs
appropriate for these data. The resultant boards arranged correctly and easy for
value of Bartlett’s test was (p<0.001); customers to move around the store 0.651,
showing that it was significant.Factor and Malls are modern outlook and
analysis was done on 27 items the using equipment 0.562.Factor V (F5) shows there
principal components methods of extraction are six significant loading the variable
with a greater than or equal to zero all 27 namely as “Design Plans” Store makes so it
items are 1.000 absolute and relative easy for customers to find what you Need

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0.769, Stores looks clean and green internal consistency or homogeneity among
0.576.Factor VI (F6) shows there are six the variable measures (Sekaran, 1992).
significant loading the variable namely as Reliability of questionnaires can be verified
“cleanliness” High quality of centralized air from Cronbach Alpha presented for various
conditioning 0.722, Arranging proper statements in the questionnaires, which
layaway plans 0.632.Factor VII (F7) shows suggests higher degree of inter correlation
there are six significant loading the variable among the test items (Cronbach, 1951).
namely as “decorations” Interior and Case Processing Summary
exterior decorations are wonderful 0.854,
Inside playing beautiful smell0.581.The N %
significant factors loading under Factor VIII Cases Valid 275 100.0
(F8) The Digital picture clarity and the
Excludeda 0 .0
Sound system are better 0.681, Internet and
Total 275 100.0
Wi-Fi Connectivity 0.567 are factor named
a. Listwise deletion based on all variables in
as “technical session”. The significant the procedure.
factors loading under Factor XI (F9) live
shows programs 0.858 are factor named as Reliability Statistics
“shows”. This is a very good extraction as it
can economize on a number of factors (from Cronbach's Alpha N of Items
twenty seven items, it has reduced to nine
.690 27
factors.
T-test
The overall presentation activates of
{INSERT TABLE 6 HERE} shopping malls with the items 16 the
reliability was 0.690 so the sampling is
In this study t-test is carried out for this good, which indicated good reliability of the
variable to compare the means of responses entire questionnaire it can be said that
that influence presentation preference, the questionnaire was reliable for the work.
results of T-test are significant with T- According to different theory of reliability
statistic values shown in the Table: with value above 0.6 is appropriate, low value
degrees of freedom 274. The difference below the 0.5 implies that reliability may not
between two means was presented in the be appropriate. No items have been removed
Table with 95% confidence level be said from the questionnaire.
that the significant Value of all variables is Correlation analysis
less than 0.05 so, all the variables are H0: There is no positive relationship
statistically significant as shown in Table between presentation activates of shopping
4.11 presentation activates of shopping mall malls and Customer Satisfaction.
all the variables are statistically significant
H1: There is positive relationship between
Reliability Statistics presentation activates of shopping mall and
Customer Satisfaction.
The reliability of the study measures was
assessed by computing Cronbach’s Alpha
Coefficients, which is used to assess the

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Correlations Therefore H0 was not support. Therefore we

Table :7 Correlations reject the null hypothesis and concluding
MP CS that there is no significant positive (0.146)
MP Pearson Correlation 1 .146* relationship between presentation activates
Sig. (2-tailed) .016 and customer satisfaction in shopping malls
N 275 275 at bengaluru city.
CS Pearson Correlation .146*
1
Regression
Sig. (2-tailed) .016
N 275 275 Table : 8 Model Summary
*. Correlation is significant at the 0.05 level (2-tailed).
Mode Adjusted R Std. Error of
l R R Square Square the Estimate
a
1 .146 .021 .018 .63056
The hypothesis related to the Pearson
a. Predictors: (Constant), MP
correlation (p) value for presentation
Regression applied to test how for the
presentation activates impact has on
Coefficients
customer satisfaction. It is found that
Unstandardized Standardized presentation activates overall has positive
Coefficients Coefficients relation with customer satisfaction
Std. (R=0.146). However base on the adjusted R
Model B Error Beta t Sig.
Square value of 0.021 these element only
1 (Constant) 2.933 .385 7.61 .000
contribute 2.1 % to dependent variable
PA .255 .105 .146 2.43 .016
above table beta value of the each type of
a. Dependent Variable: CS
variable presentation preference give
activates and Customer satisfaction. significant impact to customer satisfaction.
The results of customer promotional tools In this study result that the (B=0.146 sig <
01) However, the result do not confirm the
intention revealed an r-value of is 0.146 and
predicted positive effects of presentation
the correlation is significant level is 0.01 activates (  =0.146, P<0.001).The
(P<0.01). The table shows that the p-value hypothesized relationships H0 is not
is 0.000, which is less than 0.01. The table support, H1 is support.
shows the correlation summary of the
variables is indicating which shows the V. Conclusion
positive and strong relationship between the
predicator variable (presentation activates) The presentation activates is important
variables in the success of the shopping
and dependent variable (customer
mall. It can be understood presentation at
satisfaction) in organized retail malls. malls and high variance in explaining
Therefore presentation preference which towards services offered by mall retailers at
includes which is more important to mall shopping mall at Bangalore. The retailers
retailers. So, mall retailers can implement should see in implementing the presentation
the customer promotional tools to make activates of shopping mall to improve
customer satisfaction for enhanced
retain the customer in shopping malls.

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satisfying to go for shopping to build a long-

term relationship with services provided by
mall retailer by customers. Shopping malls
retailers should take in to consideration and
understanding the customers close attrition
related to presentation activates by shopping
malls. Today “ customers is God “
presentation activates offered by mall
retailers play a major role in meeting
customers ‘expectations and perception
make comfortable better shopping in malls.
VI. Future research:
The present study has covered all the

fundamental aspect of presentation activates
towards organized shopping mall; the survey
was limited to only Bangalore city in the
south India. The future study may conduct
the all south regions of India to have a
comparative view of presentation activate
towards organized shopping mall. Present
the data was collected only in 275 customers
of shopping malls at Bangalore city. In
Bangalore city plenty of malls located but
all malls are not covered only 5 malls are
taken in the study. Further studies taken big
survey we have covered enter shopping
malls in the Bangalore city. The same study
of sale promotion activities can be
undertaken over any other super markets,
hypermarket, discount stores, and online
shopping malls. Further case study analysis
can be taken up by covering some specific
shopping mall; it will help to validate the
result on the basis of case studies. A
comparative study of effectiveness of
presentation activates on the non- organized
and organized retailing sector towards their
customer also arises as a further scope.

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Table 2:Demographic factors

Particulars Frequency Percent
Gander Table 3: Parameters on Mall Culture
Male 171 62.2
Female 104 37.8 Parameters No of Percentage
Age Responses
17-25 67 24.4 Mall culture
26-45 86 31.3 Yes 217 78.9
46-60 83 30.2
above-60 39 14.2 No 58 21.1
Education Visit the
under graduates 23 8.4 shopping malls
graduates 112 40.7 Frequent 126 45.8
post graduates 140 50.9 In Frequent 149 54.2
Monthly 26 9.5
Income
Liking in
Less than - shopping Malls
10000 Shop 89 32.4
10001 - 20000 82 29.8 Dine 78 28.4
20001 - 30000 87 31.6 Entertainment 62 22.5
30001- 40000 31 11.3
40001 - 50000 26 9.5 Movies 46 16.7
More than- I prefer to visit
23 8.4
60000 the Malls
occupation Walking 24 8.7
Employee 64 23.3 two Wheeler 35 12.7
Employer 64 23.3
House wife 55 20.0
Auto 59 21.5
Student 50 18.2 Car 87 31.6
Retired 19 6.9 city bus 70 25.5
Un-employed 23 8.4 Mode of
Total 275 100 payment
cash on delivery 45 16.4
debit card 44 16.0
credit card 54 19.6
Netbanking 63 22.9
Wallet 69 25.1
Total 275 100

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Table 4 Descriptive Statistics
Presentation activates organized N Mean Std. Skewness Kurtosis

shopping mall Statistic Deviation Statistic Std. Statistic Std.
Statistic Err Err
Malls are modern outlook and equipment 275 3.57 1.093 -.395 .147 -.391 .293
Store makes so it easy for customers to find what you 275 3.59 1.089 -.264 .147 -.527 .293
Need
Interior and exterior decorations are wonderful 275 3.34 1.049 -.215 .147 -.526 .293
The navigations and signs boards arranged correctly 275 3.95 1.209 -.982 .147 .099 .293
and easy for customers to move around the store
Attractive space for shopping 275 3.78 1.116 -.647 .147 -.323 .293
Pleasant relaxing ambiance 275 3.67 1.019 -.351 .147 -.640 .293
Stores looks clean and green 275 4.06 1.057 -.816 .147 -.326 .293
Easy checkout system 275 3.64 1.025 -.537 .147 -.005 .293
Lighting and music 275 3.47 1.061 -.029 .147 -.872 .293
Display of windows and fixtures 275 3.63 1.004 .012 .147 -.779 .293
Arranging proper layaway plans 275 3.68 1.083 -.680 .147 -.010 .293
High quality of centralized air conditioning 275 3.38 1.157 -.315 .147 -.722 .293
It has Valet parking 275 3.49 1.092 -.503 .147 -.299 .293
The Digital picture clarity and the Sound system are 275 3.67 1.006 -.287 .147 -.715 .293
better
Vibrant & Cheerful décor & Ambience (Water 275 3.71 1.122 -.601 .147 -.327 .293
Fountains, Trees, Flowers Artistic Layout, Good
music playing etc)
Transportation facilities like escalators, elevators etc 275 3.70 1.120 -.554 .147 -.408 .293
are easily located
Multiple entrances and egresses (Exits) 275 3.71 1.140 -.594 .147 -.418 .293
Ample seating arrangements on all floors (Areas with 275 3.71 1.173 -.748 .147 -.183 .293
couches, comfortable places to sit down & relax)
Internet and Wi-Fi Connectivity 275 3.77 1.071 -.698 .147 .101 .293
Spacious & Structured Parking 275 3.80 1.130 -.684 .147 -.286 .293
ATM are available in ever floor 275 3.75 1.127 -.671 .147 -.263 .293
Adequate fire safety provisions 275 3.50 1.118 -.580 .147 -.268 .293
Air conditioning is better 275 3.59 1.140 -.550 .147 -.409 .293
Enhanced safety & security 275 3.79 1.060 -.867 .147 .375 .293
CCTVs installed at all the strategic locations in our 275 3.70 1.053 -.420 .147 -.574 .293
Mall
live shows programs 275 3.39 1.024 -.180 .147 -.348 .293
Inside playing beautiful smell 275 3.80 1.053 -.706 .147 -.045 .293
Valid N (listwise) 275
Sources: SPSS.21 /STATISTICS=STDDEV MEAN SKEWNESS SESKEW KURTOSIS

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Table: 5 Factor analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .760
Bartlett's Test of Sphericity Approx. Chi-Square 2.913E3
Df 351
Sig. .000
F1 F2 F3 F4 F5 F6 F7 F8 F9
Out Operating Environment Interior Design Cleanlines Decorati technical shows
Presentation activates structure atmosphere al Out plans s ons session
: Experience look
Vibrant & Cheerful décor &

Ambience (Water
Fountains, Trees, Flowers
Artistic Layout, Good music .951
playing etc)
Transportation facilities like

escalators, elevators etc are .945
easily located
Multiple entrances and

(Exits) .943
Ample seating arrangements

on all floors (Areas with
couches, comfortable places
to sit down & relax) .727
It has Valet parking .569

Air conditioning is better .722
Spacious & Structured
Parking .703
Enhanced safety & security .701

ATM are available in ever
floor .624
Adequate fire safety

provisions .617
CCTVs installed at all the

strategic locations in our .595
Mall
Lighting and music .793

Display of windows and
fixtures .682
Pleasant relaxing ambiance .507

Easy checkout system .502
Attractive space for
shopping .766

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The navigations and signs

boards arranged correctly
and easy for customers to .651
move around the store
Malls are modern outlook

and equipment .562
Store makes so it easy for

customers to find what you -.769
Need
Stores looks clean and green

.576
High quality of centralized

air conditioning .722
Arranging proper layaway

plans .632
Interior and exterior

decorations are wonderful .854
Inside playing beautiful

smell .581
The Digital picture clarity

and the Sound system are -.681
better
Internet and Wi-Fi

Connectivity .567
live shows programs .858

Eigen Value
4.034 2.915 1.980 1.544 1.500 1.288 1.255 1.211 1.104
% of variance 14.942 10.796 7.335 5.717 5.557 4.770

4.649 4.483 4.090
Cumulative Variance 14.942 25.738 33.073 38.790 44.347 49.117 62.34

53.766 58.250
0
Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization
Table : 6 One-Sample Test
Parameters Test Value = 0

95% Confidence
Mean Interval of the
Sig. (2- Differe Difference
t df tailed) nce Lower Upper
Malls are modern outlook and equipment 54.243 274 .000 3.575 3.44 3.70
Store makes so it easy for customers to find what you
54.616 274 .000 3.585 3.46 3.71
Need
Interior and exterior decorations are wonderful 52.768 274 .000 3.338 3.21 3.46
The navigations and signs boards arranged correctly and
54.139 274 .000 3.945 3.80 4.09
easy for customers to move around the store
Attractive space for shopping 56.124 274 .000 3.778 3.65 3.91
Pleasant relaxing ambiance 59.766 274 .000 3.673 3.55 3.79
Stores looks clean and green 63.744 274 .000 4.062 3.94 4.19

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Easy checkout system 58.855 274 .000 3.636 3.51 3.76

Lighting and music 54.217 274 .000 3.469 3.34 3.60
Display of windows and fixtures 59.945 274 .000 3.629 3.51 3.75
Arranging proper layaway plans 56.395 274 .000 3.684 3.56 3.81
High quality of centralized air conditioning 48.463 274 .000 3.382 3.24 3.52
It has Valet parking 53.068 274 .000 3.495 3.36 3.62
The Digital picture clarity and the Sound system are better 60.430 274 .000 3.665 3.55 3.78
Vibrant & Cheerful décor & Ambience (Water Fountains,
54.750 274 .000 3.705 3.57 3.84
Trees, Flowers Artistic Layout, Good music playing etc)
Transportation facilities like escalators, elevators etc are
54.823 274 .000 3.702 3.57 3.83
easily located
Multiple entrances and egresses (Exits) 53.991 274 .000 3.713 3.58 3.85
Ample seating arrangements on all floors (Areas with
52.376 274 .000 3.705 3.57 3.84
couches, comfortable places to sit down & relax)
Internet and Wi-Fi Connectivity 58.362 274 .000 3.771 3.64 3.90
Spacious & Structured Parking 55.756 274 .000 3.800 3.67 3.93
ATM are available in ever floor 55.099 274 .000 3.745 3.61 3.88
Adequate fire safety provisions 51.921 274 .000 3.502 3.37 3.63
Air conditioning is better 52.240 274 .000 3.593 3.46 3.73
Enhanced safety & security 59.288 274 .000 3.789 3.66 3.91
CCTVs installed at all the strategic locations in our Mall 58.323 274 .000 3.702 3.58 3.83
live shows programs 54.879 274 .000 3.389 3.27 3.51
Inside playing beautiful smell 59.826 274 .000 3.800 3.67 3.93

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References Derek Ong Lai Teik, Gan Yi Hao, Iva

J.Chithralega (2013) “A study on Juniaty, Joseanne Wong LirnJhet, Ling
influence of shopping motivation, and Ai Rick and Subashini a/p
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with reference to mega Mall in channel” Mall Atmosphere in Experiential
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Determining Tenants Satisfaction in
Shopping Malls at Chennai City”
paripex - Indian journal of research
Volume: 4, Issue:4, April 2015, pp 4-6.

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RELATIONSHIP AMONG VANITY, NARCISSISM, MATERIALISM & COMPULSIVE

BUYING – A SEM ANALYSIS
Dr. R. Kamala Saranya

Doctoral Researcher, School of Management Studies and Commerce, Vels Institute of Science,
Technology & Advanced Studies, Chennai
----------------------------------------------------------------------------------------------------------------
Abstract:
The present study explores how vanity and narcissism traits of individual lead to compulsive
buying by checking out the mediating role of materialism. For the purpose of the study data were
collected from 198 respondents residing in Tamilnadu and Pondicherry by adopting non-
probability convenience sampling method. Structural equation modeling (SEM) was applied to
outline the relationship among vanity, narcissism, materialism and compulsive buying.Results
show that both vanity and narcissism traits have an effect on materialism which finally leads to
compulsive buying.
Keywords: Vanity, Narcissism, Materialism, Compulsive buying, SEM Analysis
I.Introduction: vanity and materialism are growing not only in

Time magazine (June 16, 1958) predicted that in India but around the globe and the result is
the next 50 years, American beauty Industry will consumerist culture. Hence the research proposes to
grow by 14-fold, to about $56 billion and India, by check out how vanity and narcissism traits of
comparison, could cross the $50 billion mark in less individual lead to compulsive buying by tracing the
than half the time taken by the US. Consulting firm mediating role of materialism in order to provide
McKinsey believes that by 2025, Indian spending vital cues to marketers, social activist and
on personal care products, expressed as a educators.
percentage of their total income, will be on par with II.Literature Review:
any consumer worldwide. U.K. firm Ipsos MORIs’ Vanity is a human trait, and social pressure effects
recent survey shows that people in the developing vanity (Durvasula et al., 2001). Netemeyer et al.
countries are more likely to measure their success (1995) divide vanity into four constructs: physical
by the material stuff they own than those in the concern, physical view, achievement concern and
developed world. All these highlight the fact that achievement view. Netemeyer et al. (1995)

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observed a strong relationship among physical, (Dittmar et al., 2007) and (O’Guinn and Faber,
achievement vanity and possession-defined success. 1989) demonstrated that attainment of interpersonal
Physical appearance is found to be positively and self-esteem goals as a reason for compulsive
related to materialism (Chang, 1999). Reserchers buying. O’Guinn and Faber (1989) describe
(O’Guinn and Faber, 1989; Faber and O’Guinn, compulsive buying as “chronic, repetitive
1992 &Mick, 1996) also found vanity generates the purchasing that becomes a primary response to
intention to purchase products. Wang (2004) found negative events or feelings”. Dittmar, 2005 asserted
that physical vanity affects compulsive buying and that compulsive buying is “growing, dysfunctional
Tu (2002) substantiated it by attributing Taiwan consumer behavior with harmful psychological and
adolescents tendency of buying fashion clothing financial consequences. McElroy et. al, (1994)
with show off culture. The term vanity and found distress and impairment are the possible
narcissism are often used interchangeably in consequences of irresistible buying.
literature (S.Freud, 1935 &Kernberg, 1998). There Empirical gap:
is some overlap in description of the two The review of literature shows that not many
disturbances, narcissism typically refers to disorder studies analysed the relationship among vanity
listed in the DSM-IV (American Psychiatric materialism and compulsive buying. This study
Association, 1994). According to DSM-IV vanity is emerges as an important incremental addition to the
one of the criteria required for a diagnosis of literature by exploring the influence of vanity and
narcissist personality disorder. Narcissists routinely narcissism traits of individual on compulsive
overestimate their abilities and inflate their buying by checking out the mediating role of
accomplishments; often appearing boastful and materialism.
pretentious. In other words, narcissists tend to be III. Methodology:
vain; a vain individual may not necessarily be A structured questionnaire was the instrument used
classified as a narcissistic personality (Morey & for data collection. The First partmeasures vanity
Jones, 1998). Both narcissist and vain individual (Netemeyer et al., 1995&Thiyagarajan, S.
share a common problem with self esteem &Shanthi, P., 2012) and narcissism(Morey & Jones,
regulation (Kernberg, 1995).Bergman, J. Z., et. al. 1998) traits of respondents, second part quantifies
(2013) found that narcissism was significantly materialism, third part assesses compulsive
related to materialism. Studies highlight the buying(D’Astous& Fortier, 1988) and the last part
growing phenomenon of compulsive buying in U.S devoted to collect the demographic profile of the
(Roberts and Martinez, 1997; Roberts, 1998), U.K. respondents. Vanity, Narcissism, Materialism and

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Compulsive buying scales were subjected to
RMSEA
Cronbach alpha reliability test and the values are
SRMR
CAIC
AGFI
AIG
GFI
NFI
CFI
Chi
Sig
0.891, 0.923, 0.853& 0.791 respectively which
Df
confirm the internal consistency of the scales. Data
20.314*
53.015*
were collected from 220 respondents residing in
4.314
0.116
0.085
0.040
0.987
0.991
0.983
.935
Tamilnadu and Pondicherry by adopting non-
2
probability convenience sampling method out of * Default model and Lowest of the three models
which only 198 responses found complete and Absolute fit indices and Relative (Comparative) fit
useful for the study. Structural equation modeling indices are commonly used to assess the model fit
(SEM) was applied to sketch out the relationship in SEM studies. The absolute fit indices are:
among vanity, narcissism, materialism and Insignificant χ2 (p-value > 0.05) value indicates
compulsive buying. good fit (Barrett, 2007, Hair et. al, 2009), Root
IV Findings&Conclusions: mean square error of approximation (RMSEA) <
Figure 1 SEM Model Diagram
Relationship among Vanity Narcissism 0.10 is acceptable fit and < 0.05 is good fit
Materialism &Compulsive buying (MacCallum et al, 1996, Hu &Bentler, 1999,
Steiger, 2007, Hair et al 2009) and Goodness-of-fit
statistic (GFI) & adjusted goodness-of-fit statistic
Vanity
(AGFI) values should be > 0.90 (Bentler, 1990, Fan
et al, 1999 Hooper et al, 2008, Hair et al, 2009).
0.36**
*
0.52*** 0.27***
0.52*** Compulsiv
Materialis e buying
m
0.44***
Narcissism
Table 1 The Results in Table 1 shows that the significance

Model Fit value of the χ2 is 0.116, RMSEA is 0.085, GFI &
AGFI are 0.987 & 0.935 indicate that the model
exactly fits the data.

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The Comparative fit indices are Normed Fit materialism. The results from Table 2 confirmed
Index(NFI) &Compartive Fit Index (CFI) values that narcissism and vanity lead to materialism
should be > 0.90 (Bentler, 1990, Fan et al, 1999 which finally leads to compulsive buying. People
Hooper et al, 2008, Hair et al, 2009) and the values with high narcissism and vanity traits will likely to
for the model are 0.983 & 0.991 respectively from be materialistic and thus might increase the
this it can be concluded that the model fits the data propensity for compulsive buying. It is interesting
very well. Standardised Root mean square residual that the magnitude of the effect is also increasing as
(SRMR) value should be < 0.05 (Byrne, 1998; it passeson from one variable to other that is
Diamantopoulos and Siguaw, 2000) and the value narcissism influences materialism with the co-
for the model is 0.040 which also states that the efficient of 0.44, vanity influences materialism with
model tested fits the data very well. Akaike the co-efficient of 0.36 and materialism finally
Information Criterion (AIC) and the Consistent influences compulsive buying with the coefficient
Version of AIC (CAIC) should be least for the of 0.52.
model tested (Akaike, 1974, Diamantopoulos and Conclusions:
Siguaw, 2000) and it is so in the case. From all the The study explored the possible relationship among
Goodness of fit indices, it can be clearly concluded vanity, narcissism, materialism and compulsive
that the model fits the data very well so one can buying and the results indicate that narcissism as
proceed with interpretation of Hypotheses testing. well as vanity leads to materialism which then leads
Table 2 to compulsive buying. Marketers can derive several
Results of Hypotheses testing cues as appealing to one’s vanity and narcissism
Hypotheses
Relatio Co-
Results
will likely to result in irresistible purchases. The
nship efficient
findings of the study also throw important lead to
H1: Narcissism →
Materialism
Positive 0.44*** Accepted social activists and educators thatit’s high time they
H2: Vanity → should warn and educate people about the negative
Positive 0.36** Accepted
Materialism
consequences of materialism and compulsive
H3: Materialism →
Positive 0.52*** Accepted buying both at individual and society level.
Compulsive buying
(Results *** signifies p<0.001 and ** signifies

p<0.005.) References:
This study attempted to figure out how vanity and Akaike, H. (1974). A New Look at the
narcissism traits of individual lead to compulsive Statistical Model Identification. IEE
buying by checking out the mediating role of

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Transactions on Automatic Control, Volume 19, Social Psychology Series. New York:
Issue 6, pp. 716-723. Psychology Press.
Bentler, P.M. (1990). Comparative Fit Indexes Faber RJ, O’Guinn TC (1992). A clinical
in Structural Models. Psychological Bulletin, screener for compulsive buying. J. Consum.
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Bergman, J. Z., Westerman, J. W., Bergman, S. Fan, X., Thompson, B. & Wang, L. (1999).
M., Westerman, J., & Daly, J. P. (2013). Effects of Sample Size, Estimation Methods,
Narcissism, Materialism, and Environmental Model Specification on Structural Equation
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Byrne, B.M. (1998). Structural Equation Issue 1, pp. 56-83. doi:
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edged sword: understanding vanity across Methods, Volume 6, Issue 1, pp. 53-60.
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Modeling. Psychological Methods, Volume 1, Roberts, J.A. (1998). Compulsive buying

Isssue 2, pp. 130-49. among college students: An investigation of its
McElroy SL, Keck PE, Harrison G, Pope MD, antecedents, consequences, and implications for
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IMPACT OF OCCUPATIONAL STRESS ON TURNOVER INTENTION OF WOMEN

BANKERS: AN EMPERICAL RESEARCH ON GALLE DISTRICT PRIVATE SECTOR
BANKS IN SRI LANKA
Gunasekara V M
[email protected]
ABSTRACT
The study seeks to explore theimpact of occupational stress on turn over intention of women
bankers in Galle district private banks in Sri Lanka. There is an empirical knowledge gap in Sri
Lankan context on the impact of occupational stress on turn over intention of women bankers.
Main objective of this research is to identify the impact of occupational stress on turnover
intention of women bankers in Galle district private banks in Sri Lanka. The data were collected
from a convenient sample of 100 women bankers from 05 selected private banks which referred
to the collection of information from the employees who were conveniently available to provide
it. Data are collected from a structured questionnaire which consisted of 07 questions regarding
demographic variables and 17 questions regarding occupational stress and 10 question
regarding turnover intention with 05 point likert scale. Data were analyzed using univariate
analysis, correlation analysis and simple regression analysis with the SPSS (version 22.0).
According to the findings of the study, there was positive association between workload, working
condition, salary, social image and supervisory support with the employee turnover among the
women bankers in selected private sector banks. Therefore the conclusion of the study was that
there is an impact of occupational stress on turnover intention of women bankers. The
management has to develop appropriate strategies to reduce occupational stress so as to
minimize turnover intention.
Keywords: Occupational Stress, Workload, Working Condition, Salary, Social Image,
Supervisory Support, Turnover Intention
work. Third, women are seeking work-
I. INTRODUCTION related self-identities as opposed to
Over a period of time women accomplished marriage-related identities. Finally,
remarkable progress in every walk of life economic factors are becoming increasingly
and made a remarkable mark in the important.
respective fields. Statistics proved that the To survive in this dynamic business
labour force participation of women has environment, organizations have to strive for
increased over 27% since 1978 (Source: their success through securing competitive
Department of Census &Statistics 2010). edge over its rivals. Barney & Wright (1997)
White, Cox and Cooper (1992) stated four stated that the firm's people are its most
reasons for the increase in participation rate important asset. As the success of the
of women in paid employment. First, finance industry is depend on their
technological changes enable employers to employees, their main driving factor is their
replace highly skilled male workers with employees. Therefore, employee retention is
cheaper, semi-skilled female employees. a must to obtain organizational expected
Second, because they are marrying and success.
having fewer children later, women are The ongoing, endless organizational changes
freeing themselves from livelong domestic turn the way the things are done and it

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creates a strain on organization and organizational commitment, and high

individuals as well (Vakola & Nikolaou quitting intention. Thus, a clear relationship
2005). Because of these changes the stress to can be identified between these out comes
be risen (Sharma & Devi 2011) and the issue (Podsakoff & LePine 2007) and a casual
of occupational stress has been widely pattern of relationship prevails in between
discussed (Mimura & Griffiths2003) in this occupational stress, job satisfaction, job
era. commitment and turnover intention where as
Since the stressors adversely affect physical higher occupational stress leads to lower
health and the psychological wellbeing satisfaction, lower satisfaction leads to lower
(Watson & Pennebaker 1989) of human commitment and finally lower commitment
beings through emotional, cognitive, leads to greater turnover intention
behavioural and physiological mechanisms (Elangovan 2001). Ultimately higher
(Levi 1990), the occupational stress is occupational stress leads to greater intention
somewhat serious phenomenon (McGowan, to quit.
Gardner, & Fletcher 2006) which has to be Although there are arguments to the
focussed on. Thus, the scholars defined the contrary, high level of turnover adversely
occupational stress as a feeling or a affect to business performance (Liyanage &
condition a person experienced when that Galhena 2012) and it is a major problem the
person perceives that demands exceed the Asian countries are facing (Khatri, Budhwar
personal and social resources the individual & Fern 1999). As a result of occupational
is able to mobilize (Whitt & Wilson 2007). stress, lower job satisfaction, lower
Modern literature identifies stress as a commitment and turnover intention may
personal experience caused by pressure or occur and the productivity and the general
demands on an individual, impacts upon operations of a firm are also affected. Due to
individual’s ability to cope with his/her these costs, creating a stress- free work life
perception of ability. Occupational stress within an organization is critical to sustain
occurs due to the mismatch between the the competitive advantages (Sharma & Devi
demands of the job and the resources or 2011). Thus, it is important to identifying
capabilities of the individual employee to the causes of occupational stress and make
meet those demands. Many types of events effort to reduce those stressors in order to
and tensions may generate occupational get an effective and efficient use from
stress (Pearlin 1999) such as psychosocial human resource (Sharma & Devi 2011) and
work environment, job strain (Kivimaki et al to make them retain with the organization.
2002) and social structures and processors When it comes to Sri Lanka recently many
(Levi 1990) and most of stressors are females were interested in banking career.
intellectual, emotional and perceptual But in the profession it has problems that are
(Healey and Picard 2005). related with female labor participation.
Apart from the physical and mental health Some of those problems are limited career
issues as a result of occupational stress, the opportunities, sexual harassment, role
occupational stress construct positive overload, role conflicts, gender stereotyping
outcomes (McGowan, Gardner & Fletcher and stress relating with work balancing. In
2006) as well as variety of negative modern society, there are arising problems
outcomes (McGowan, Gardner & Fletcher relating to the dual career couples should
2006) such as job related tension, lower refer only to couples in which both partners
performance, lower job satisfaction, lower are involved in an upward mobile

ISSN 2278 8425
professional path. When considering the challenges that women paid labour force go
married women bankers career, actually through. Several researchers have concerned
there is a conflict between balancing of the themselves with occupational stress and the
paid work and unpaid family commitment. aftermath on turnover intention in European
There is research gap to identifying the and African context show varying outcomes.
impact of occupational stress on the turnover e.g.:Houkes, Janssen, Jonge & Bakker 2003;
intention of women bankers, and how Levi 1990. Therefore empirical studies have
occupational stresses are affecting to the been carried out on the occupational stress
retention. In nature most of the human considering the European countries. But
beings are motivated to go upward in their very less has been carried out in relation to
life. In modern society both men and women the Asian context.
are willing to move up in their career to Hence, this research primarily addressed to
achieve more benefits, recognition, more identifying the impact of occupational
challenges, prestige and responsibilities. stressors like workload, working condition,
Over the years researchers have done some salary, social image and supervisory support
tremendous researches and empirical studies on the turnover intention of the women
on the subject of occupational stress. bankers who worked in Galle district private
Majority of them were concerned to find out sector banks in Sri Lanka.
the impact of occupational stress on every II.PROBLEM BACKGROUND AND
employee. When revealing the prevailing PROBLEM OF THE STUDY
literature researcher has found some When it comes to Sri Lanka recently many
empirical studies based on occupational females were interested in banking career.
stress on several service sectors but very But in the profession it has problems that are
little researchers were undertaken related with female labor participation.
considering the women in banking sector. Some of those problems are limited career
Banking sector is one of the major service opportunities, sexual harassment, role
sectors where the quality of the service is overload, role conflicts, gender stereotyping
highly depends on the employees of the and stress relating with work balancing. In
bank. Recently there is an increase in modern society, there are arising problems
women entering in to the banking sector. relating to the dual career couples should
Therefore there is a high need to discuss refer only to couples in which both partners
work life balance of women bankers. Also are involved in an upward mobile
most of the researches mentioned below as professional path. When considering the
the examples shows that they do not married women bankers career, actually
correlate occupational stress of women or there is a conflict between balancing of the
occupational stress of women with turnover paid work and unpaid family commitment.
intention. Many researches were done to Thus, employee retention is a must to obtain
find the impact occupational stress on the the organizational expected success. Main
job satisfaction, motivation etc. e.g. Blau& driving factor for success in banking
Boal 1987; Liyanage& Galhena 2012; industry is their employees. As a employee
McGowan, Gardner & Fletcher 2006. intensive industry, banking is facing the
Further, most of the researches have been problem of voluntary turnover of women
studied and written on occupational stress, bankers.
but very little has been written in Asian Houkes et al (2003) suggested that,
context focusing on the applicable pertaining to work related factors,

ISSN 2278 8425
particularly conditions of employment (e.g. stressors of the women bankers’ job and also
salary, career opportunities) are important the turnover intensions of them.
causes of turnover intention. When Furthermore researcher has identified
employees consider their career following specific research questions from
opportunities within the organization as the research problem.
limited or absent (unmet career What are the main stressors of women
expectations), they leave the organization in bankers?
order to cope with the frustrations. What are the turnover intentions of women
Blau et al (1987) found that, in particular, bankers?
lack of satisfaction with salary was How the occupational stresseseffect on
associated with turnover intention. Bawa et turnover intension of women bankers?
al (2005) mentioned that perceptions of III. RESEARCH FRAMEWORK
Human Resource (HR) practices such as job According to the available literature on this
security and compensation level are area it can be identify several factors
important determinants of employee affecting to the occupational stress of
turnover. Differences in allowances and women bankers. This study considers
facilities among banking have resulted in the independent variable as occupational stress
continual movement of labour to enterprises consisting of five dimensions as; work load,
where working conditions are better. working conditions, salary, social image and
Blau et al (1987) found that in the case of supervisory support and dependent variable
voluntary turnover, many researchers hold considers as turnover intension. In Sri
the position that employees leave their jobs Lankan banking sector the women bankers
when their needs are not being satisfied by play a major role. But unfortunately there is
their present job and an alternative job a high turnover rate in this industry due to
becomes available. Unemployment rates the occupational stress of women bankers.
influence the perceived availability of This study is conducted to investigate the
alternatives and hence the expected utility of impact of the occupational stress on turnover
job searches activities. of women bankers in private sector banks in
Dheerasinghe (2009) stressed that most of Sri Lanka. As a descriptive study, the
the female workers leave the industry after conceptual framework developed by the
marriage while a considerable number of researcher is shown in Figure 1
trained workers leave the industry for
foreign employment.Khatri et al (1999)
mentioned that voluntary turnover is a major
problem for companies in many Asian
countries such as Hong Kong, South Korea,
Malaysia, Singapore, and Taiwan and Sri
Lanka. This research paved the way for
understanding that one of the main
determinant for employees to leave the
organization is due to their job stress.
Therefore the problem of the study is, what
is the impact of occupational stress on
turnover intension of the women bankers.
The study is helpful in identifying the main

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.
Stressors
 Work Load
 Working Conditions
Turnover Intention
 Salary
Independent variables Dependent variable
 Social Image
 Supervisory Support
Based on the above Conceptual Framework Hypothesis 2

researcher has developed following (H3): Work Load is positively associated
hypothesis to be tested. The occupational with Occupational stress
stress constructs positive as well as negative (H4): Work Load is negatively associated
outcomes (McGowan, Gardner and Fletcher with Occupational stress
2006)[41]. The turnover intention is the
outcome studied in this study and the Poor working conditions also related with
prevailing literature emphasized a positive the occupational stress (Joshi 2002) and
relationship among occupational stress and poor working conditions are negatively
the turnover intention where as higher correlated with the occupational stress
occupational stress leads to greater intention (Kyriacou and Sutcliffe 1978).
to quit (Elangovan 2001)[42]. Hypothesis 3
Hypothesis 1 (H5):Working Conditions are negatively
(H1): Occupational stress is positively associated with Occupational stress
associated with turnover intension (H6): Working Conditions are positively
(H2): Occupational stress is negatively associated with Occupational stress
associated with turnover intension
Many researchers found out that while
Several studies have highlighted the working hours have been specified by labour
deleterious consequences of high workloads regulations, there are numerous instances
or work overload. For instance, a recent where women bankers are required to work
study established that work overload and longer hours or 07 days a week or 24/7
time constraints were significant hours continuously for 4 days a week to
contributors to work stress among achieve targets and however for the
community nurses (Wilkes et al 1989). A additional hours of input, most often the
study of work stress among professionals workers are not entitled to extra payment
found that teachers and nurses were most (Joshi 2002) other than overtime. Thus
likely to experience work overload and that salary is considered as the third determinant
this factor, concomitant with other of occupational stress.
interruptions to work, has the potential to Hypothesis 4
result in unbearable work demands (Chan et (H7): Salary is negatively associated with
al 2000). Occupational stress
(H8): Salary is positively associated with
Occupational stress

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Another cause of occupational stress is Intention? Evidence From a Leading

social image (Kauppinen 2008). Garment Manufacturer in Sri Lanka,
Hypothesis 5 Liyanage, Madhumini, and Galhena 2014,
(H9): Social Image is negatively associated Determinants of Turnover Intention of
with Occupational stress Sewing Machine Operators: Case from
(H10): Social Image is positively associated leading Apparel Company, Liyanage and
with Occupational stress Galhena same approach was selected to do
this research study because it may increase
High supervisory support mitigates the the validity of the findings. Both primary
occupational stress and a variable which and secondary data will be used for the
moderate the stress. Finally, conflicts within study and a sample of 100 women bankers
and between groups due to inequitable or were drawn from a population of 250
inadequate supervisor support leads to be women bankers from 05 private sector banks
stressed the employees (Greenhouse et al in Galle district are selected for the study.In
2000). order to achieve the objective of the study
Hypothesis 6 both primary and secondary data collection
(H11): Supervisory Support is negatively methods were selected. In this context as a
associated with Occupational stress primary data collection methods
(H12): Supervisory Support is positively “Questionnaire” and “Interviews” such as
associated with Occupational stress face to face interviews were conducted.
Using a questionnaire it makes easy to
IV.METHOD AND MEASURES gather information that could not be
The objective of the study was to examine gathered using interviews. The interviews
impact of the impact of occupational stress were conducted mainly to collect
on turnover intension of women bankers in background information that would be
private sector banks in Sri Lanka. Five needed to develop questionnaire.
variables which are considered under As secondary data collection methods, data
occupational stress are work load, working based that have been developed by the
conditions, salary, social image and organization and record keeping files are
supervisory support. The objective is to used.
identify the relationship between these Data presentation was conducted by
independent variable and dependent primarily relevant pie chart and table figures
variables. Therefore the type of the including, Percentage analysis method,
investigation of this study was correlational Central tendency methods and relevant
rather than casual study. statistical measures. Also data were
This study is analytical in nature rather than analyzed using SPSS package to find out the
exploratory or descriptive. Also the research correlations. To test the hypothesis of the
is based on deductive reasoning. It is study researcher had used correlation
because the aim of the research study is to analysis and regression analysis.
test the relationship between independent VANALYSIS AND RESULTS
and dependent variables rather than building Univariate analysis was used to investigate
theories. As many of the researches done in the responses for occupational stress with its
this field were based on quantitative dimensions and employee turnover
approach, (For example: Is Occupational intention. The results of the bivariate
Stress a Good Predictor of Turnover analysis are given in Table 1.

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Table 1: Descriptive Statistics of Occupational stress with its dimensions and employee
turnover intention.
occupational work working salary social supervisory turnover
stress load conditions image support intention
Mean 2.1241 2.1083 2.0417 2.0833 2.2444 2.1467 2.1774
Std. Error of .02115 .03214 .02613 .03614 .04293 .02919 .02767
Mean
Median 2.0833 2.0000 2.0000 2.0000 2.0000 2.0000 2.0500
Mode 2.00 2.00 2.00 2.00 2.00 2.00 2.00
Std. Deviation .34749 .52809 .42938 .59388 .70544 .47959 .45460
Variance .121 .279 .184 .353 .498 .230 .207
Skewness .242 .469 .178 .881 .546 .201 .725
Std. Error of .148 .148 .148 .148 .148 .148 .148
Skewness
Kurtosis -.614 .616 -.028 2.446 .020 -.132 1.034
Std. Error of .295 .295 .295 .295 .295 .295 .295
Kurtosis
Range 1.33 2.50 1.75 3.00 3.00 2.00 2.30
Minimum 1.44 1.00 1.25 1.00 1.00 1.20 1.20
Maximum 2.78 3.50 3.00 4.00 4.00 3.20 3.50
Sum 573.50 569.25 551.25 562.50 606.00 579.60 587.90
The impact of occupational stress on

turnover intention of women bankers was Table 2: Impact of occupational stress
measure using five point Likert scales. In on turnover intention of women bankers.
the five point likert scale the points are
allocated according to the positive and
negative questions. Hence the average mean Variables Pearson (r) Sig. (2-tailed)
Occupational Stress 0.596 0.000
value is 3.00 ((1+2+3+4+5)/5). If the mean
Work Load 0.780 0.000
value is greater than 3.00 then occupational Working Conditions 0.675 0.000
stress dimensions has a strong impact on Salary 0.720 0.000
occupational stress, and occupational stress Social Image 0.419 0.000
has significant impact on turnover intention. Supervisory Support 0.711 0.000
Mean values of Work load, Working
conditions, Salary, Social Image,
Supervisory Support are, 2.1083,2.0417, According to the results of Pearson‟s
2.0833, 2.2444 and 2.1467 ,shows that it has Product Movement correlation (Table 2)
a relatively less significant impact on analysis between occupational stress and
Occupational stress . The mean values of turnover intention of sewing machine
Occupational Stress and Turnover Intention operators, correlation coefficients is 0.596,
are 2.1241 and 2.1774 shows that which is significant at 1% (p=0.000).
occupational stress has a relatively less Therefore, according to the result of the test,
impact on turnover intention of sewing the hypothesis one is accepted and
machine operators. hypothesis two is rejected. Hence the data
support the hypothesis that Occupational
stress is positively associated with
Occupational stress.

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According to the results of Pearson’s According to the results of Pearson’s

Product Movement correlation analysis Product Movement correlation analysis
between Workload and the occupational between supervisory support and the
stress, the correlation coefficients is 0.780, occupational stress, the correlation
which is significant at 1% (p=0.000). coefficients is 0.711, which is significant at
Therefore, according to the result of the test, 1% (p=0.000). Therefore, according to the
the hypothesis three is accepted and the result of the test, the hypothesis twelve is
hypothesis four is rejected. Hence the data accepted and the hypothesis eleven is
support the hypothesis that workload is rejected. Hence the data support the
positively associated with the occupational hypothesis that supervisory support is
stress. positively associated with the occupational
According to the results of Pearson’s stress.
Product Movement correlation analysis
between Working Conditions and the No Hypothesis Value Remarks
occupational stress, the correlation H1 Occupational stress is r = 0.596, Accepted
coefficients is 0.675, which is significant at positively associated with sig = .000
1% (p=0.000). Therefore, according to the turnover intension
result of the test, the hypothesis six is H3 Work Load is positively r = 0.780, Accepted
associated with sig = .000
accepted and the hypothesis five is rejected. Occupational stress
Hence the data support the hypothesis that H6 Working Conditions are r = 0.675, Accepted
working conditions is positively associated positively associated with sig = 0.000
with the occupational stress. Occupational stress
According to the results of Pearson’s H8 Salary is positively r = 0.720, Accepted
associated with sig =0.000
Product Movement correlation analysis
Occupational stress
between Salary and the occupational stress, H10 Social Image is positively r = 0.419, Accepted
the correlation coefficients is 0.720, which is associated with sig =0.000
significant at 1% (p=0.000). Therefore, Occupational stress
according to the result of the test, the H12 Supervisory Support is r = 0.711, Accepted
positively associated with sig =0.000
hypothesis eight is accepted and the
Occupational stress
hypothesis seven is rejected. Hence the data
support the hypothesis that salary is
Table 4: Summary of Hypothesis Testing
positively associated with the occupational
stress.
According to research objectives the
According to the results of Pearson’s
Product Movement correlation analysis bivariate analysis includes the simple
regression analysis, which was used to
between Social Image and the occupational
stress, the correlation coefficients is 0.419, investigate any impact between independent
variable (Occupational Stress) and
which is significant at 1% (p=0.000).
Therefore, according to the result of the test, dependent variable (Employee Turnover
Intention).
the hypothesis ten is accepted and the
hypothesis nine is rejected. Hence the data Regression analysis was done to identify the
impact of occupational stress on employee
support the hypothesis that social image is
positively associated with the occupational turnover intention. Value of adjusted R
square is 0.596, depicting that employee
stress.
turnover intention explained by 59.6%
through variation in Occupational stress.
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VI.CONCLUSION when possible. Implementing training

According to the findings of this study it is programs to improve the self-confidence
found that occupational stresses are will also be beneficial. There is a huge
positively associated with the occupational barrier for further education due to huge
stress. The research findings of McGowan, work responsibilities, if the banks itself can
Gardner, and Fletcher (2006) and Elangovan facilitate required resources then the women
(2001), supported to confirm the finding of bankers can also move upward in their
this study. The finding of positive impact of career. Management can implement
Workload on Occupational stress is counseling sessions and workshops for the
established by the study conducted by spouses with the intention of getting proper
Wilkes et al. (1998) and Chan, Lai, Ko & support by giving proper knowledge about
Boey (2000). The third hypothesis of the the banking career to the spouses which will
study; Working conditions are positively finally result in the increase in social image
associate with occupational stress was and spousal support for the development of
validated through the studies done by Joshi women banker’s career. Management and
(2002), Greenhouse et al (2000) and supervisors should provide their maximum
Kyriacou and Sutcliffe (1978). The fourth support and favorable working conditions
hypothesis, is validated by the finding done for women bankers as much as possible.
by Joshi, 2002 .The findings of positive References
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A LITERATURE REVIEW ON PRODUCTION AND MARKETING ON THE PRODUCTS OF

POULTRY IN TAMILNADU
Mathan Babu. R1 & Dr. P.G. Thirumagal2
1.Research Scholar, School of Management studies, VISTAS, Chennai, India
2.(Corresponding Author), Associate Professor, School of Management studies, VISTAS, Chennai, India
Abstract–The recent decades have come across several constraints in poultry farming progress. This made
a need to examine the ways to develop poultry production and growth. The poultry products have the high
demand for production mechanism leading to import the improved products of poultry. The advanced
technology has transformed the structure and part of the poultry industry in south districts. In the short
period, the poultry products are very efficient to pursuit the increasing supply of hatching eggs, eating
eggs, day old chicks, meat bird, meat, and frozen meat based on the items such as Turkey, Japanese Quail,
and Aseel. These poultry products are to be researched presently in the state of Tamilnadu. The population
will increase rapidly which has to be created with hypothesis. This paper presents the surveys and focuses
on various items referred above in Tamilnadu. The research analysis gives the reviews related to the
production and performance of those products in Tamilnadu districts. This poultry sector has been
achieving production goal in a very pleasing way, which helps to improve the portrait about this emerging
sector. The major purpose of this study helps to analyze the review of poultry marketing series in
Tamilnadu. The goal of this analysis enables to analyze the review ofpoultry marketing systems in
structure, conduct and performance when the production and marketing support services can be extended,
input supply, credit and marketing purpose. The production and marketing opportunities and constraints
in poultry products are duly formulated and addressed.
Keywords– poultry product, marketing system structure, production and performance, Tamilnadu
poultry is the increasing edible food of world meat
demand in India.
I INTRODUCTION
The poultry sector grows by way of increasing
In real time environment, Poultry is the incomes and an elaborating secondary class.
fastest increasing partitions of agriculture industry Nevertheless, these two are combined with the
in world. The poultry farming process consists of emergence of the poultry producer integration.
various processes of increasing the domesticated Such a combination can decreasethe consumer costs
birds such as Chickens, Aseel, Quail, Ducks etc. lowering development and sales packaging costs. In
These are to be increased for the purpose of the a production integration involves the increase of
farming meat or eggs for food. In real time market transition from initiated by the poultry
environment, poultry is largely concentrated on the products such as birds to the chilled and frozen
chickens. There are various segments of poultry things. There are various currently, many
industry in the world. These segments are modernized integrated poultry processing plants
interlinked with many items which are owned by are there yield the products of chicken and cut parts
the similar or same company. Basically, the poultry of chicken. However, the livestock marketing
process means learning of the principles and encounters lot of practical issues related to the
practices involved with the production and the environment protection. In addition, hazardous
distribution of the poultry products. It deals with effects also have place in this industry. Handling of
the breeding, nutrition, management, housing, the dead animals, preservation of these animal
disease control and marketing. The meat form things, segregation of animal wastes, prevention of

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congestion etc. are the major issues to be focused MARKETING CHANNELS OF POULTRY
and taken care of. AND POULTRY PRODUCTS
The transportation and logistics expenditures put
together serve the farmers with less profit from the According to this study, feed costs occupy a major
marketing. Beyond all these issues, the marketing share of total cost of production of eggs followed
standards stipulated by the governments create by cost of chicks and labor. [Goutard
hardships for the farmers. They feel difficult to &[Magalhaes, [2006][2]] have identified the major
meet these stringent standards strictly in providing marketing channels of poultry and poultry products.
people with poultry meat. The classification of The study evinced the presence of middlemen in the
poultry meat is defined in terms of several factors marketing channels, making a gap between the
such as quality, weight, packaging and labeling, consumers and the marketers. Such an intrusion of
water content, and storage. The major hitch in this middlemen resulted with an average trader handling
regard is the multi-faceted conditions related between 40 to 100 chickens per week while the
todifferent species and types of poultry or egg middleman managing 2000 eggs per month.
production. Moreover, the estimated the average number of
birds sold at local markets ranges from 30 to 400
II. LITERATURE SURVEY per day.
[Rick [2002][1]]examined the strategies to manage [Mehta and Nambiar [2007][3]]viewed that
expensive feed on farm. This study reported that in farmers do not face any risk out of fluctuations in
order to assess the broiler performance, the yields the market selling prices. They found that the
in form of marketing ought to be used rather than poultry farmers are able to fetch an average or fixed
performance or costs. Hence, the author came out income from their marketing. It is true that there are
with an alternative approach, i.e measuring the large scale of research and case studies on
profits in terms of margin over total costs. Further, commercial aspects of poultry farming. Yet, as of
the study demonstrated that the production quantity, now, there has been negligible account on the
i.e. the number of broiler cycles per year, depended studies related to the marketing strategies aided by
upon the duration of grow-out period and down the technological advancement.
time. It was found that annual extra crop could be
possible with a 38-day cycle length with a 11 day
clean out. This shows that the calculation of unit [Sarfraz Ahmad et al., [2008][4]]based their study
profitability by adopting the formula [(Income from on primary data gathered from 60 poultry farms
bird-All costs)/m2]/cycle length is an alternative to around the regions of Mirpur district, Azad Jammu
commonly used profitability (per kg body & Kashmir (AJK). The classified the farms into
weight).The author could demonstrate the validity small farms, medium farms and large farms. The
of application of this concept in measuring broiler yardstick for this categorization is the farm with
performance. The paper has come out with an 2000 birds comes under small, while the one with
illustration to the effect of changes in broilers on- 2001-4000 birds comes under medium, and the one
farm performance and the producer strategies. The with 4001-6000 comes under the large farm. The
author recommended the continuance of the research analysis exhibited the fact that the poultry
profitable business in times of falling feed price sector proves to be a major share of income
ratio. generation. However, much in contrary, a large
scale closure of commercial poultry farms took
place.
The reason cited for the closure was lesser profits
and hefty losses. The handicap faced by the poultry

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farmers has been the devoid of financial support [Varinder Pal Singh et al., [2010][6]]involved in
from the government through banks. It was found analyzing the cost of and profit returns from
that more than 83% of the small farms and the different sizes of broiler farms in the Punjab state.
corresponding farmers depended non-institutional This examination was conducted during the period
sources for their financial needs. Another hiccup from March 2008 to February 2009. The authors
they faced has been price fluctuation due to gathered the primary data from 140 broiler farmers
seasonal changes leading to inconsistent input and belonging to three districts, viz. Ludhiana,
output. The ironical element is that the poultry Hoshiarpur and Muktsar. According to the findings
farmers tend to be the major stakeholders of the of this study, there had been highest total fixed
poultry market. However, they do not have any role investment for each bird categorized under small
in price fixation in the markets. Under normal farms. The findings mentioned that the investment
conditions, the estimated input output ratio of pattern was followed by medium and large farms in
poultry production is 1:1.12. But there are no the given order.
promising returns to the investors when the per
rupee factor is applied. The worst sufferers are the The same had been the case with total cost for meat
small farmers who heavily seek profitable reaps production per bird, wherein small farms stood
through their marketing. The feel deprived the due first, followed by medium and large farms.
benefit from the market. However, with regard to net returns per bird on
variable costs, large farms secured the highest
ECONOMIC COST & PROFIT ASSESSMENT returns. This was accorded to the fact of existence
OF POULTRY of economics of scale in these farms. The increase
ratio of the meat-feed price and benefit-cost has
[Taru et al., [2010][5]]analyzed the economic been in proportion with the increase in sizes of
patterns existed in broiler production in Meme broiler farms. The output ratio implied the proper
Division of Cameroon. The key objective of this utilization of inputs on large farms. In addition, the
research analysis was determination of the resource investment in broiler farming proved to be
efficiency utility in broiler production. As a part of promising in all sizes of farming. This was
the research activity, primary data related to 116 attributed to the net present value, internal rate of
sample broiler farmers were collected. The data return and the ratio between cost and benefit. Yet,
collection was carried out by using a multi-stage the affected case was found with the small broiler
random sampling methodand the data were farmers, who faced disproportionate loss over their
analyzed using regression model. The authors took investment costs.
our the marginal analysis of input, from which they
derived the inefficiency among the famers with PERIODICITY IN MEAT CONSUMPTION
regard to their production practices. This was
indicated by the ratio of marginal value product The survey revealed the poultry meat consumption
(MVP) and marginal factor cost (MFC). According habit among the respondents. According to the
to the ratio, there had been an over utilization of survey, 60.2% of respondents chose to avail meat
chicks, feed and labor. on Sundays while 38% of them preferred a holiday.
In addition, chief factors which attributed to the The remaining part of the respondents had no fixed
issues to the farmers were low prices in the market, pattern with regard to meat consumption. However,
high cost involved in feeding the broiler chickens among the respondents,81.8% of them liked to
of, veterinary services, transportation, lack of enjoy poultry meat during any festive occasions.
financial credit and extension services. Again, the meat consumption pattern in a year had a
unique fact that 62.8% of the respondents had the
habit of having meat all through the year. The

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remaining 37.2% had the practice of having meat PRODUCTION AND MARKETING OF
during specific seasons. Yet, there has been a POULTRY EGGS
preference within this 37.2% of which 24.7%
preferred winter, 8.3% preferred rainy season and [Chandrakumarmangalam et al., [2012][9]] came
4.1% chose summer for their meat consumption out withan analysis on the decade old prospects of
pattern. Beyond these segment, an47.2% of the value-added products and the corresponding
respondents chose to avail meat weekly once revenue accrued globally. The global concept of
without having no constraints on seasons. This agriculture comprises of forestry, animal
finding strikes a similarity with the ones gathered husbandry, and farming at a greater circumference.
by[De Silva et al. [2010][7]]. The segment Agriculture is a behind the scene pushing factor for
accounting 15.5% expressed their choice that they the rural development. When there is a
did not have the practice of weekly consumption development and growth in rural sector, there could
irrespective of seasons. On seasonal choices, 37.2% be an equal improvement in the lifestyle of the
had the practice of consuming meat once a week, of weaker people. Further, there can be sure
which 11.4% chose a specific season. The rest dedication and involvement from the farmers for
25.8% had the habit of meat consumption for two upgrading economy and society. Rural development
seasons at the rate of weekly once. The meat promises and provides assured livelihood to those
consumption pattern during the seasons stood at millions of rural population. The most beneficiaries
77.4%, 73.8% and 53.6% during the summer, the in this connection are those landless and small
rainy and the winter season respectively. farmers. Ever since civilized life, agriculture has
been the backbone and foundation for the raw
materials needed for industrial sector. On health
SOCIO ECONOMIC CONDITIONS OF grounds, poultry and egg enhance hygienic and
POULTRY healthy food. Hence, there is an integration of rural
[Saidur Rahmanet al [2012][8]]attempted to development and industrial growth by way of
analyze the domesticated method of poultry poultry marketing.
farming. Agriculture flourishes from the contributions made
by poultry farms. Indian poultry sector possesses a
They examined the socio-economic situations great potential for global market. Poultry products
prevailing among the poultry farm family. In such as table eggs, day-old chicks, poultry breeding
addition, they intended to locate the major issues stock, processed chicken meat products, vaccines,
and difficulties faced by the household poultry medicines have wide penetration at world markets.
farmers. The paper enables assessment of changes These products promise ever rising potential in the
occurring in financial, physical and social assets. poultry marketing both within the country and
With regard to socio-economic characteristics of abroad.
the domestic poultry farmers, 87% of the farmers
were in the age group of 25 – 45 years. In all, the
broiler farming had the people whose average age MOTIVATING FACTORS OF POULTRY
had been 32 years. Further, their educational level
too had been below secondary standard. These [Sridharanet.al.,[2013][10]] Traditionally, for over
farmers, being household, engaged in poultry the centuries India has been an agrarian nation,
farming by treating it as a subsidiary occupation. having a solid economy. However, due to the
intrusion of foreign nations, India faced huge loss
in this sector. Another major blow to the Indian
economy came in the wake of monsoon failure or
severe rains. The worst form of loss comes in the

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guise of financial crisis. Agrarians are forced to growth rate has been 2.86, 2.82,2.83%/year,
avail money from the money lenders. These farmers respectively.
knock the doors of these money lenders when rains
fail or when they do get due profit for their
investment and labor. In most cases, the farmers MARKETING OF POULTRY MEAT AND
have to lose their farms and lands when they are not EGG
able to settle the money lenders. They not only lose
their lands but also become bonded labors to those [Das, P. K., et al., [2014][12]] is came out with a
money lenders for a paltry salary. It is at this state of poultry meat and egg market prevailing
critical and crucial state that the poultry marketing among various kinds of people. The survey was
comes to the fore. This sector gives a lifting hand to placed among 760 rural agrarians aided by a pre-
such farmers to get rid of their loss and continue to structured response schedule. This schedule was
live a decent life. Indian Poultry Industry is a charted based on the education level of the
promising venture and an encouraging enterprise. respondents (P ≤ 0.01). The schedule survey
Being a backyard venture, poultry farming yields included the occupation and social status of the
leaping profits to the farmers thereby making it a respondents. The majority of the respondents
highly potential and dynamic industry. The analysis expressed their liking for tasty meat and egg
of the poultry sector for the last three decades products. Thus, they had the habit of consuming
evinces a consistent growth and overall large quantity of broiler meat and egg from the
development. It can be observed that there have layer chicken.
been significant transitions in the said industry This was possible due to the easy availability of
during each decade. these products and that too at an affordable low
Egg production dominated the decade of the 1970s cost. However, despite the low cost, the products
while the broiler production emerged as a potential faced a major hitch in the form of scarcity in
source during the 1980s. The 1990s witnessed availability. Though there had been insistence of
advancements in poultry farming, particularly meat consumption on seasonal basis, there had been
automated technology and technological feed an average daily consumption of 11-14 kg. Quite
production. The recent decades have been interestingly, this had been higher when compared
witnessing the rapid growth of value added to the national average.
products aided by consistent global reception. As a result, the scarcity exercised its influence on
people to go for meat consumption to weekly once
POULTRY GROWTH RATE IN TAMILNADU basis. Since they possessed little knowledge about
[Vetrivel et al [2013][11]] the poultry egg products, such respondents had the
The paper deals with the growth rate of poultry in habit of consuming meat products in other forms
the South India, comprising the states of according to their taste preference. The authors
Tamilnadu, Kerala, Karnataka and Andhra Pradesh. concluded that despite all known and unforeseen
The growth rate of these states for the first period, hitches, poultry meat and egg contributed a lion’s
the second period and the period put together. Of share in the meat production market.
the states considered for the survey, there has been PROSPECTS OF POULTRY PRODUCTS
a growth rate of 3.14%, 2.79% and 2.96% for the MARKETING
three periods respectively for the state of
Tamilnadu. Andhra Pradesh followed with the [Thyagarajan Desikan et al [2014][13]]
respective growth rate of 2.97%, 2.92% and 2.84% This paper came out with a new dimension on the
for the three periods. The corresponding growth decline of poultry marketing. The authors found
rate for these three periods in Karnataka has been that the scarcity of poultry meat processing led to
2.88, 2.83 and 2.84%/year. As for Kerala, the the reduced demand for processed food. Hence,

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quality poultry meat could not be provided in the (iii) quality control compliance right from
market. Till then, the growth rate of broiler industry production up to consumption.
and layer industry had been at 8% and 12%
respectively. Further growth of these industries MARKETING OF LAYER POULTRY EGGS
depended on the plans to revamp the production [Mathialagan et al., [2015][14]]
quality of meat products, by-products on one side. Poultry farming has a strong and potential role in
Similarly, attention on improving the quality was defining the prosperity of livestock
needed on egg and egg by-products. In addition, entrepreneurship. This industry contributes a
diversification of the industry to other forms and greater impact on the promotion of rural economy
sectors likely to have contributed to the for a country.
sustainability and profitability of the industry. Such Backed by proper attention, this industry derives
a move necessitated the implementation of need mammoth economic returns annually. Yet, the
based technologies. Meat products such as possibility of increasing the profit margin to the
emulsion, sausage, restructured, cured, enrobed, poultry farmers is more. This is possible when
retort-packed, heritage products and value- addition relevant technological modes are employed
to edible by-products were identified under this replacing the conventional modes in processing and
venture. Efforts were also taken to preserve and storage. Such a move will result with acclaimed
promote other products like pickled egg, salted commercial success for poultry industry.
chicken egg, albumin rings, egg roll, egg crepe and To be more specific, such a move is focused on
egg powder. These products were taken care under thrusting technological advancements in the
post-harvest technology. It is true that the poultry marketing of poultry products. When the real case
meat industry has been receiving due care for its is analyzed, the poultry farmers are prone to face
growth. two major issues such as fluctuations in the price of
In addition, thanks to the advancement of eggs and commercializing the pullet eggs. These
technologies globally, this industry too has got two categories are in need of technological support
numerous strategies and technologies to refine its for better marketing.
processing. This venture could enable the defining The poultry farmers expressed their difficulties
of the industry to the next level. By exploiting such experienced with low rate during off season, non-
technologies, there is a greater possibility to process profiting investment on spent hen and intentional
value-added meat products, egg products and by- pressures from the middlemen in marketing the
products. The scarcity in food processing and spent hen. As there is an increasing demand for
storage related to this industry has been a major eggs and birds annually, the industry is sure to
hindrance to the consistent growth. Thus, the receive high benefits. These two products dominate
industry is not able to mete the diversification the poultry market with their higher prices on par
process easily being left with little infrastructure. In the production costs.
general, the success of marketing expansion lies on [Malarvizhi [2015][15]]
certain key factors. They are (i) relevant back up for India has been a major hub for poultry farming as
the policies framed (ii) provision of infrastructures there has been a huge transformation of this
and necessary facilities, and facilitating the industry. It has changed from a supplementary
consumers with quality and hygienic products. The income source and a nutritious element to a major
debacle in the growth of poultry marketing occurs and busy community activity on commercial benefit
due to monopolized marketing and less benefit to basis. The income generated from this industry has
the consumers. All these factors lead to draw a been attributed to various food habits and spending
conclusion that the systemized poultry marketing capacity of people. Due to the advancement of
depends on (i) well-organized marketing network civilization and influence of western culture, the
(ii) establishment of necessary infrastructures, and food habit has changed among people. Also, there

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has been a rise of income among consumers leading consumers, there is a higher possibility for end-
to affordability. products and subsequent reduced prices. Breeder
There has been a great demand for these products in and commercial stock are subject to rationalized
the export market. These factors are sure to take the approach. However, there is a threat to poultry
poultry industry to the subsequent levels of rising industry due to the penetration of retail giants and
income. Having analyzed all these phenomena and branded players into the market. A major relief to
features, this study is aimed at examining the socio- such threats could be the outreach of financial
economic environments of the poultry farmers. As institutions. This will protect the poultry industry
such, other crucial issues such as investment from decline at the same time will enable its growth
pattern, cost involved and due returns are also by way of increased production. When production
considered for discussion. level increases there is a possibility to reach more
STRATEGIC ANALYSIS OF THE POULTRY customers by way of installing more commercial
INDUSTRY STRENGTHS outlets. By this monopolized marketing could be
[Amirthalingam et al., [2017][16]] removed simultaneously easing the pressure on the
Tamilnadu is one of the states involved in serious existing outlets. Eggs and poultry products will
promotion of poultry farming in India. The state increase their market when they are sold under
government has devised plans to support and brand image. The brand will rest in the minds of
encourage small and medium poultry farmers. As a consumers and gradually lead to word of mouth
result, the government has installed a scheme to leading to new consumers.
form poultry clusters in seven backward and non- QUALTIY ASPECTS OF POULTRY EGG
poultry areas of the state. The government has AND MEAT
allocated a fund of Rs22.35 crore in this regard.
Tamilnadu has been receiving a considerable [Ajanth et al [2017][17]]focus on the quality of the
amount of products from animal husbandry. This egg products. They stress on the essentiality of egg
enables the growth of rural economy for the state in and meat production on quality basis. Equal
addition to providing occupational facilities to importance is given to the often changing eating
small and medium farmers. Many landless habits among the consumers. The variety borne
agrarians and labors are benefitted from this consumers are conscious of the quality for the
scheme. For such landless farmers and labors, money they spent for such food products. Eggs
livestock proves to be a blessing in disguise, in deem to offer lot of nutritious effects for
addition to family occupation. consumers. Hence, it is high time that the egg
Tamilnadu state is geographically unique in products are marketed with quality and hygiene.
receiving the rainfalls, labor management and Poultry farmers are to be aware of the quality
resources. As such, the northern regions of the state maintenance among egg and by products including
are the major segment in promoting poultry farming meat. Further, poultry farmers must be able to meet
at a large scale. In particular, Namakkal district the demands of the consumers with regard to
happens to be the prospective land for egg-hatching changing food habits. White composition in egg is
and Palladam region happens to be the major hub allied to vitamins found in the water soluble. The
for broilers. In addition, other regions of the state fat content from the yolk with acid composition is
too have potential for this industry, according to the defined by acid profile. Similar is the case with
government sources. carotenoids concentration. These constituents are
Fresh chilled chicken is available in various forms easy to adjust by way feed concentration. Another
such as de-boned, cut-ups, instant cooking, ready to chief constituent is Vitelline membrane whose
serve. These forms evoke utilization of freezing to a strength is in alliance with Vitamin E concentration.
greater extent thereby creating potentiality. As This is unique during hot weather condition. Any
various forms of this food are served to the favorable environment of meat and egg

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consumption is based on the optimized income. Poultry farming will involve providing
management of birds. Husbandry conditions, good health, commercial profit, raise in the living
feeding management, catching, transport, standards of rural farmers and the country’s export
unloading, stunning, processing are some of the potential.
phenomena involved in this regard.
III CONCLUSION
POULTRY MANUFACTURERS IN This paper aimed at analyzing various issues
TAMILNADU including bird farming and poultry farming. Cases
[Rajendran et al [2018][18]] related to Turkey, Japanese quail, and Aseel and
The areas known for large scale poultry farming in features of egg hatching, food habits among
Tamilnadu are consumers, growing chick farms, meat bird and
Namakkal, Palladam, Coimbatore, Karur, and marketing of frozen bird meat in the state of
Erode. It can be noted that poultry farming is suited Tamilnadu have been keenly analyzed.
for other regions of the state too since, the industry The research paper exhibits the survey
does not have any constraints regarding climate or results which show the production and performance
land. In essence, the poultry farming has large rates of these products. The major findings are
scope in coming years along with sure growth and attached to the southern districts of Tamilnadu. This
improvement. Due to the advancement of paper also dealt with the marketing environments
technology, several equipments have found place prevailing in various parts of the state. The
under machination of this industry. This move will performance achievement of poultry industry is the
definitely increase the production, which will, in chief goal, which will definitely contribute to the
turn, increase the economy of the poultry industry. country’s economy. From the survey, it was found
The state of Tamilnadu has the potential of that the performance pattern of poultry industry
producing 3 crores of eggs a day. However, this is varies from region to region in the state. This paper
less than the demand rate offered by the consumers. proposes an in-depth analysis of the factors which
At global level, India ranks fourth in terms of govern the prospects of meat and bird selling in
producing eggs. It ranks fifth in terms of producing addition to poultry farming. The paper has listed
poultry meat. 42 eggs is the annual average down the issues which pose challenges to the
procurement rate of an individual, which is growth of this industry. Thus, the following
insufficient under health analysis. Therefore, the measures are recommended to protect and promote
supply of egg must be in direct proportion to the the industry further. Moreover, with the overall
demanded intake of an individual. Also, the support – technology, government, financial
production rate should meet the ever increasing institutions, and consumers – poultry industry will
population rate. emerge as a potential industry.
As there has been an entry of technology into every
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create lot of opportunities and generate family FAO conference on “Poultry in the 21st

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century”. DevelopmentResearch, Vol.4, Issue 5, pp.1043-

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AN EMPIRICAL ANALYSIS ON PROMOTIONAL STRATEGIES OF

PACKED SAVOURIES WITH REFERENCE TO RETAILER’S BRANDS
Dr KS UsmanMohideen1, Dr R Jeyalakshmi2 & Ms S Helen RoselinGracy3
1Assistant Professor, Department of Management Studies, Sri Sai Ram Engineering College, Chennai
2Assistant Professor, Department of Management Studies, Sri Sai Ram Engineering College, Chennai
3Assistant Professor, Department of Management Studies, Sri Sairam Institute of Technology, Chennai
ABSTRACT
The paper focus on the effectiveness of promotional strategies adopted by private label food
brands. It aims at identifying the essential factors to gain competitive edge in promotional
techniques. The media for advertising is determined by the retailers for the promotion of packed
retail savouries. The data is collected through structured questionnaire, from different types of
retailers. Further analysis is done to obtain the outcome on implementation of a effective
promotional strategy by private label packed retail services, suggestion are made based on the
findings of the study.
Keywords:Packed Retail Savouries, Private Label Brands, Promotional Strategies
I.INTRODUCTION private labels are known only for low price, now it
Brands can be broadly classified not two different is also well known for premium quality and thus
categories, they are: manufacturer brands and makes private label brands as favourable brand like
private label brands. Private label brands also called branded manufacturer products. In order to compete
as own brands or store brands or retailer’s brand or with manufacturer’s brand, people’s attitude
dealer’s brand. Private label brands origin can be towards aspects of private label should be studied.
traced over hundred years. The market for private To reap the benefits of raising popularity, the
label has expanded enormously in last decade and effectiveness of promotional strategies should be
has huge impact on retail market. Private label analysed to frame the best of best promotional
brands are much cheaper when compare to techniques.
manufacturer brands. Private label brands mainly II.LITERATURE REVIEW
focus on low cost strategy and retailer’s Ramesh Kumar, Rajeev Ravi and Jeevish Jain
promotional strategies. Gone are the days were (2012), this study aims at investigating the impact

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of Point of Purchase (POP) materials on kirana Renub Research analysis Indian snacks market will
shop purchases and the purchases of consumables reach more than One billion at the end of 2024. To
from supermarkets. The author concluded that Point achieve this mark, Indian snacks market should
of Purchase (POP) materials are used both by grow at double digit CAGR till 2024. The growth
kirana shops and by organized supermarket retail of Indian snacks market is influenced by lifestyle,
outlets. The author expressed that POP material has increase in disposable income, growth in middle
large impact on the purchase of FMCG purchases. class population, availability of snacks in many
Shelja Jose Kuruvilla (2014) in his article titled location in small packages, low price etc. Private
“Malls vs. Kiranas- Challenges and label packed food products are comparatively less
Strategicoptions” he attempted to understand priced than organized sector brands. The snacks
patterns & reasons for switching shopping habits, market comprises of extruded snacks, chips,
an attempt is also made to suggest options available namkeem etc. In terms of market value share
to develop and strengthen competencies to enable Namkeem has the highest market share. Thus it
them to survive. depicts the importance of packed food savouries
PROBLEM STATEMENT industry and need for retaining consumers through
The urban segment contributes to 40% of overall effective promotional strategies.
revenue generated by FMCG sector in India and has
market size of US $ 29.4 billion per year OBJECTIVES AND SCOPE OF THE STUDY
approximately. Semi-urban and rural segments are  To evaluate the factors affecting the
also expanding at a rapid speedand thus FMCG competitiveness of packed retail food
accounts for 50 per cent of total rural spending. The products
Indian Retail market is estimated to reach 1.1  To assess the importance of factors in
trillion US dollars in the year 2020. Direct selling in promotion.
India is predicted to touch 2.5 billion US dollars by This research study helps in exploring the
2021, if supportive environment is provided promotional strategy of retailers which sell savouries
through regulations. The Indian government has and namkeens. To be precise promotion, advertising,
allowed 100% Foreign Direct Investment (FDI) in major decision areas, media planning and promotional
food processing in single brand retail. This would strategies in retailing will be covered in scope of the
not only boost FMCG sector but also has positive study. The result of this research would help the
company to have a better understanding about the
welcoming effect on generating employment in
supply chain and logistics industry. According to

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promotional strategies towards packed food retail Table 2: Awareness level and Competition level
products. towards packed savouries, Competitive
III.RESEARCH METHODOLOGY Parameters, ATL and BTL advertisements
Descriptive research design was adopted for the Nil Low Moderate High
Awareness
study and data collected from primary and various 7 105 31 7
Level
secondary sources. The primary data collected Competition
2 8 60 67
Level
through structured questionnaire and secondary
Competitive Brand Quality Price Taste
data from journals, magazine, websites etc.Sample Edge 75 24 1 50
Hoardin Brand
size selected for the study was 150 and the samples Above the Line Television Celebrity
g Gate
Advertisements
identified by through convenience sampling 40 13 67 30
Below the Line Vehicle Magazines Television Exhibitions
method. The tools used for analysis are Chi-square
Advertisements 61 16 62 11
and Weighted average method.
IV.RESULTS AND INTREPRETATIONS
From the table 2, it is found that brand plays vital
Table 1: Type of Shop, Source of Awareness and
role in gaining competitive edge and 44.67 and
Favourite Product
41% of the respondent prefers TV in Above the
Favou
Freque Awaren Freque rite Freque Line Advertisements (ATL) and Vehicle and TV
Shop Type
ncy ess ncy Produ ncy
ct
for Below the line Advertisements.
Peer Savou Table 3: Weighted Average Ranking of Factors based on
Kirana Shop 28 130 81
groups ries
importance of promotional budget for the store
Provisional Baker
66 Media 17 9 Rank Rank Rank Rank Mean Mean
Store y Factors
1 2 3 4 Score Rank
Exhibiti Sweet
Supermarket 56 3 60 Age of the
on s 78 39 44 96 25.70 4
store
Location 284 128 60 3 47.50 1
Supplier
From the table 1, it is inferred that 44% of the Support
28 162 132 23 34.50 3
respondents prefers provisional store for packed Store

220 114 60 27 42.10 2
Type
food, 86.67% respondents get awareness about
packed food from peer groups and for 54% of the From the above table 3, from weighted average
respondents savouries are favourite product. ranking, it is found that location occupies first
position in factors influencing promotional budget,
followed by store type, supplier support and age of
the store.

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Table 4: Weighted Average Ranking of Promotional Table 6: Level of agreement towards various
Techniques based on Effectiveness parameters in promotional strategy of Private
Technique Rank Rank Rank Rank Rank Mean Mean
1 2 3 4 5 Score Rank
Label Foods
Poster 220 104 105 44 23 33.07 2 Parameters Strongly Agree Neutral Disagree Strongly
Dangler 80 140 51 66 49 25.73 4 Agree Disagree
Sticker 35 72 117 78 47 23.37 5 Retailer’s 2 19 88 33 8

Banner 255 140 96 50 7 36.53 1 Strategy
Offers 145 128 84 68 27 30.13 3 Advertisement 6 11 23 100 10
/Discounts
Necessity
Brand Value 20 9 94 18 9
Setting up 3 22 61 57 7
From the table 4, it is inferred that promotion Stalls
through banner is most effective, followed by Posters 2 3 32 100 13
Company 2 5 10 92 41
poster, offers/discounts, dangler and sticker in Strategy
Packaging & 1 3 14 95 37
second, third, fourth and fifth position respectively.
Labelling
Distribution 3 21 86 30 10
Channel
Savoury 3 30 80 28 9
Table 5: Weighted Average Ranking of Factors that comes Promotion
to mind about packed retail savouries Premium 2 23 49 67 9
Parameter
Savoury
Rank Rank 2 Rank 3 Rank Rank Mean Mean
1 4 5 Score Rank
Quality 270 124 165 10 5 38.27 2
Price 10 80 39 138 46 20.87 4 The above table depicts the respondent’s level of
Taste 275 220 99 14 - 40.53 1
agreement towards parameters like namely, strategy
Brand 175 156 128 46 7 34.13 3
Service 20 20 9 92 92 15.53 5 of retailers, advertisement necessity, brand value,
setting up stalls, posters, manufacturer strategies,
packaging and labelling, distribution channel,
From the table 5, it is found that taste is the factor savoury promotion and premium savoury.
comes to mind of most of the respondents when
they think about packed retail savouries, it is To test the association between type of store and
followed by quality, brand, price and service in the brand value of product
same order. H0: There is no association between type of store
and brand value of sweet and savories
H1: There is an association between type of store
and brand value of sweet and savories.

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Table 7: Association between type of store and H0: There is no association between type of store
brand value of product and promotion started at distribution channel
Value Df Asym.Sig. H1: There is an association between type of store
and promotion started at distribution channel
Pearson Chi Square 28.766 12 0.004
Table 9: Association between type of store and
Valid Cases 150 promotion started at distribution channel
Value Df Asym.Sig.
Since the table value is less than 0.05, H0 is
Pearson Chi Square 44.480 12 0.000
rejected and H1 is accepted. Therefore, there is
Valid Cases 150
an association between type of store and brand
value of sweet and savouries.
Since the table value is less than 0.05, H0 is
rejected and H1 is accepted. Therefore, there is an
To test the association between type of store and
association between type of store and promotion
Stalls as effective promotion strategy
started at distribution channel.
H0: There is no association between type of store
and Stalls as effective promotion strategy
V.SUGGESTIONS
H1: There is an association between type of store
 To increase sales, packed retail savouries
and Stalls as effective promotion strategy
should be available in all the hyper markets
with effective offers or discounts.
Table 8: Association between type of store and
 Advertising can be done to promote the
Stalls as promotion strategy
retail products, as the existing competitors
Value Df Asym.Sig.
Pearson Chi haven’t advertised their products much.
44.480 12 0.000
Square
 Savories and sweets are the most favourite
Valid Cases 150
products of private label brands, they can
Since the table value is less than 0.05, H0 is focus on bakery on its expansion and
rejected and H1 is accepted. Therefore, there is effectiveness.
an association between type of store and stalls as  The awareness towards A2B’s packed retail
effective promotion strategy. savories is less, so much light can be
To test the association between type of store and focused on it.
promotion started at distribution channel

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 According to the survey, Banner and Aggarwal, A. (2000). “Current Issues in Indian
offer/discounts are effective promotional Retailing”, European Retail Digest, Vol 25, pp
techniques and they can focus on this. 70–71
Vi.CONCLUSION KaulSubhashini, 2006. "A Conceptual Note on

The study focused on the promotional strategies of Influencing Store Loyalty: Implications for
retailers and their perception on promotion by the Indian Retailers,"IIMA Working
private brands. Retailers would have gained much Papers WP2006-10-06, Indian Institute of
more knowledge about the packed savouries during Management Ahmedabad, Research and
the survey. There is a significant difference Publication Department.
between store type and channel, store type and
Baker, J. and Levey, M. (1992). “An
stalls and store type and brand value. Through this
Environmental Approach to Making Retail
study few suggestions were given, availability of
Store Environmental Decisions”, Journal of
retail products in every hypermarkets, focus on
Retailing, Vol 68 (4), pp 445–460.
bakery, advertising of retail packed products,
implementation of innovative marketing strategy, Banerjee, Arindam and Divakar, Suresh (2001).
proper usage of effective promotional technique “Price Thresholds in a Promotion Intensive
and retailer’s perception on the ATL/BTL Retail Environment: Implications on Consumer
advertising media. It helps in strategy up gradations Purchase Behaviour and Managerial Insights”,
and further implementation of strategies for new Vikalpa, Vol 26 (2), pp 15–31.
product launch, which is been crucial in the Bhatnagar, A. and Ratchford, B. (2004). “A
management. Thus, this study proposes major Model of Retail Format Competition for Non–
findings and suggestions for betterment of the retail durable Goods”, International Journal of
promotional strategy. Research in Marketing, Vol 21 (1), pp 39–59.
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Burt, Steve and Davies, Keri (2010). “From the
Ailawadi, Kusum L., Beauchampb, J. P.,
Retail Brand to the Retail-er as a Brand:
Donthu, Naveen, Gauri, Dinesh K. and Shankar,
Themes and Issues in Retail Branding
Venkatesh (2009). “Communication and
Research”, International Journal of Retail &
Promotion Decisions in Retailing: A Review
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and Directions for Future Research”, Journal of
865–878.
Retailing, Vol 85 (1), pp 42–55.

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Carpenter, J. M. and Moore, M. (2005). Hallsworth, Alan (2010). “30 Years of Retail
“Consumer Preferences for Retail Formats: Change: Where (And How) Do You Shop?”,
Implications for Tenant Mix Strategies”, International Journal of Retail & Distribution
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(1), pp 1–21.
Goswami, Paromita and Mishra, Mridula S.
RoopampreetKaur, GagandeepBanga, Babita (2009). “Would Indian Consumers Move from
Kumar, SandeepKapur, S.K. Singla “Visual Kirana Stores to Organized Retailers when
Merchandise and Store Design Strategies of Shopping for Groceries?”, Asia Pacific Journal
Specialty Retail Stores”, Indian Retail Review of Marketing and Logistics, Vol 21 (1), pp 127–
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Corstjens, Marcel and Lal, Rajiv (2000). Gupta, S. L. and Kaur, Tripat (2006). “The
“Building Store Loyalty through Store Brands”, Framing of Promotional Strategies and its
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281– 289. by Shoppers in a Shopping Mall”, Amity
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Del Vecchio, Devon, Henard, David H. and
Freling, Traci H. (2006). “The Effect of Sales SangeetaMohanty, “Drivers of Retail Shopping:
Promotion on Post-Promotion Brand An Exploratory Study”, International Journal of
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Retailing, Vol 82 (3), pp 203–213 Issue 3, March 2012, pp. 43-55.
Elms, Jonathan, Canning, Catherine,

Kervenoael, Ronan de, Whysall, Paul and

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THE CHALLENGES FACING THE LIBYAN CUSTOMS AND ITS

IMPACT ON THE LIBYAN ECONOMY
Ali E. O. Nasef
Libyan Academy for Customs Studies ,Tripoli- Libya
Abstract
Oil-exporting economies (i.e. Libya) are heavily influenced by oil revenues, which are subject to
exogenous world price instability. Libyan Customs is an important sector of the state. However,
because of security circumstances, Libyan customs faces some difficulties. The main intention of
this study is to analyses the challenges facing Libyan customs and its Impact on Libyan economy
in general and on the budget in particular. Descriptive research design was adopted. The
information was used in this study was collected from literature, books, Central Bank of Libya
(CBL) reports and others. The results showed that the difficulty of customs work in Libya is
mainly related to the location of Libya. Its extension and its borders made it vulnerable to a
number of different smuggling streams. Libyan budget experienced deficit and it is strongly
related to weakness in customs sector. It may be suggested that the government should develop
the human resources and training in the customs sector, reform customs law, facilitate customs
procedures, and raise the level of fiscal revenue and the effectiveness of combating smuggling
and commercial fraud.
Keywords- Libyan economy, customs, borders, budge
I. INTRODUCTION Libya is one of the largest oil-producing

Government institutions in countries in countries in North Africa. However, before
transition are still poorly functioning and 1960, Libya was typically a traditional
fragile in terms of the design and agricultural society where little or no change
implementation of State policies. This has had taken place for many years. Libyan
affected the economies of these countries [1]. economy is facing several problems,
The customs play an important role in including the political and military conflicts
protecting country's borders against the experienced by the country since 2011.
transfer of prohibited and harmful The developments in the world in various
substances and control of transit of goods economic fields, legal legislation,
and individuals. Also Customs duties are technological development, the development
one of the economic tools used by the state of international trade, the international
to stimulate the national economy and capital flow, the role of multinational
finance projects to protect the national corporations, economic blocs have put
product from foreign competition and to customs departments, in a great challenge
reducing inflation rates, thus customs which requires a real change in customs
policies directly or indirectly affect the lives work methods.
of citizens. Therefore, the relationship Libyan Customs is an important sector of
between development and customs duties is the state. It is should be a key pillar in the
close. Libyan economy, especially through its vital
role in combating economic crime and in the

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protection and control of foreign trade. The as any floating bridge or any vessel in any
security which fights against fraud, scheduled port being used for the carriage of
smuggling and international trade is goods or persons from or to a ship or anchor
important (mobilization, money laundering, in a port in which the goods delivered or
Transnational), environmental protection exported to or from another ship are
and national heritage. transported directly [2].
However, because of security circumstances, The length of the Libyan borders is shown in
Libyan customs faces difficulties. Libya Table 1[3].
should deal with many and varied challenges Table 1: Libyan Area and its Customs
both internally and externally. Hence, the Border
aim of this study is to clarify the role of The total area 1.760.000
customs on the Libyan and its impact on its km2
economy. The difficulty of customs work in
Libya is mainly related to the location of Regional 12 nautical
Libya. The vastness of the region, its waters mile
extension and its borders made it vulnerable
Mediterranean 1955 km
to a number of different smuggling streams,
coastlin
as it is difficult to cover these borders in
practice, especially now. The length of 4383 km
the land border bar
1. CUSTOMS BORDER
Libya has a distinct geographic location. Algeria 982 km
Libya is an important bridge between Africa
and Europe. It has an area of 1,760,000 Niger 354 km
square kilometers. Libya considered Africa’s
fourth largest country and ranks 17th in the Chad 1055 km
world in size. The nation borders six Tunisia 459 km
countries are shown in fig. 1.
Egypt 1150 km
Sudan 383 km
The total 6338 km

length of the border
Source: D. Widdowson, (2007) ‘The changing role of
Customs: evolution or revolution?’,
World Customs Journal, vol. 1, pp. 31-7.
D. Widdowson, (2007)
Fig. 1. Libya's location and its border II.LITERATURE REVIEW

According to the Libyan Customs Law, Customs is a governmental institution with
the customs border means the Libyan coast a number of responsibilities, including
and the border between Libya and the collecting duties on internationally traded
neighbouring countries, including the air goods. These include all other forms of taxes
class over that coast and the border, as well such as VAT and excise tax. However, the

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responsibility of customs administration commonly the most heavily-taxed goods

varies from country to country. In smuggled by these traders [7].
developing countries, import duties are seen The report of the World Bank (2005)
mainly as revenues for the national budget, shows that corruption has been mentioned as
while the main role of customs institutions a severe obstacle to investment by 20% of
in developed countries is to protect the respondents in emerging markets, as well as
economy and enforce the law [4]. a major obstacle by 15% of respondents in a
survey of more than 26,000 firms in 53
Informal cross-border trade are causing countries[8].
losses in revenue collection and more Michael and Moore asked the question
generally, as being some kind of challenge which is that What do we know about
to state authority. However, in developing corruption (and anticorruption) in customs
countries informal businesses account for up .They suggest that some basic elements of
to half the economic activity [5]. The impact anti-corruption prevention and enforcement
of customs on the economy is related to need to be in place for customs to be
many factors such as security, cross-border effective includes criminalising corruption,
trade and fiscal administrations. The measuring and mapping corruption risks,
weakness of border enforcement has been setting up internal inspectorates, conducting
identified as one of the main causes for internal audits. They conclude with the need
informal cross-border trade [6]. for more research to understand the impact
In Literature, Cantens and Raballand argue of such measures in different contexts [9].
that there are three main approaches After providing an overview of the
discussed the relationship between the state, detrimental impact of customs corruption on
fiscal administrations, security and cross- a country’s revenue collection, trade
border trade is analysed through include the operations, competitiveness, importation of
general context of customs reforms approach illegal goods, smuggling, organised crime
and the approach which directly addresses and security, they provide a customs
the work and practice of civil servants in corruption risk map with examples of
general, and customs officials in particular. integrity challenges for selected customs
This literature is mainly focused on points of functions. For each customs function
entry like ports and airports, either to selected by the authors, ranging from
analyse the real governance of international processing declarations, assessing goods,
trade or to address the question of corruption inspecting cargos to conducting post-
(and discuss anti-corruption policies in clearance audits, a number of forms of
customs. However, the role of customs corruption are described, involving bribery
officers in insecure areas has never been of customs officials [10].
addressed. They summarises the specificities
of customs’ actions, trade practices and III. CUSTOMS CONTROL AND ITS
insecurity from a customs perspective, CAUSES
providing a broad overview of the six case It is known that the main task of the
studies include Libya. In all cases of their Customs Department is to collect customs
study, smugglers of consumer goods are duties and other taxes on imported or
mainly focused on specific goods for home exported goods, and to prevent the entry or
consumption ; fuel and cigarettes are exit of goods, except under the law. There

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are many reasons for customs control, Health reasons. The purpose of the
including: customs control may be for health reasons as
Economic reasons, which can be it is in banning the import of narcotics,
summarized as follows; toxins, rotten goods, opium, cocaine,
A. Protection of domestic market and cannabis and heroin, or prevents the
national industries of imported foreign importation of certain products from certain
goods competition. countries with epidemics or contagious
B. Attracting foreign capital to invest in the diseases, or importation of food or animal
country. products from some countries for disease
C. Preserving the wealth of the country. reasons [14].
Capital is one of the most important Security reasons .The import of
factors affecting development. Capital explosives, firearms and explosive devices is
has played an important role in raising prohibited as a form of crime prevention.
the productivity of developed countries Political and military reasons. The
[11]
. importation of goods from some countries is
D. Reduction of customs duties on raw prohibited, with the aim of exerting pressure
materials will lead to lower prices of on that country.
imported raw materials that will affect
locally produced goods [12]. IV.FACTORS AFFECTING the LIBYAN
E. Customs controls solve the country's CUSTOMS
economic problems by limiting the There are a number of factors affecting the
import of luxury goods and imposing economic events in Libya in general and
low customs duties on the production of customs in particular, which emerged after
goods. Therefore, the trade balance can 2011 from the political instability and the
be maintained. division of Libyan institutions and others,
but these crises experienced by the Libyan
Monetary reasons. When the national economy have a reference to the pre-2011 of
currency is concerned about the the nature of the economy Libyan and
deterioration of foreign exchange, the State, prevailing legislation and others.
in such a case, prevents the importation of
certain types of goods, especially the Security Condition. The collapse of
luxuries, to restore the balance of trade. It security after the revolution had a negative
also imposes such controls, such as effect on state institutions. The National Oil
preserving its limited resources. The Corporation (NOC) struggled to continue
difference between the official exchange producing oil. Oil exports have dropped
rates at the bank and the black market was significantly as a result of events in the
enough for both bank employees and country. Production in July 2011 decreased
customers to engage in the illegal practice of to 22,000 barrels per day. Production was
purchasing foreign currency from banks at low in 2015, recording less than 400,000
the official exchange rate and then selling it bpd in July 2015. This was due to the
on the black market. In March 2016, Audit closure of oil export ports. In June 2018
Bureau in Tripoli showed the extent of renewed armed clashes in Crescent oil,
corruption linked to the credit/debit card which led to the exit of some reservoirs
scheme at the National Commercial Banks export capacity, which led to a decline in the
[13]
. ability to export crude oil and thus affected
the economy in general. Libyan Customs

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Authority was one of many government contributes more than 70% of GDP [17]. The
institutions affected by the insecurity major source of government income was
condition. Recently, the southern regions of obtained from oil revenues. Revenues from
Tripoli witness a new armed conflict. other sources were quite small (Fig. 4).
Sectoral structure. The discovery of oil in
1959 has massively increased the nation’s
wealth and within three decades after the
discovery of oil. Libya was on the road to Oil Sector
becoming a major producer of high-quality
oil and holds a huge oil reserves, followed
by Nigeria and Algeria (Fig. 2) [15]. Other
Sector
Fig. 3. Libyan Sectoral structure

Source: LCB's reports (2005) The CBL website, Report
No.49. [online]. Available: https://cbl.gov.ly/
80
70
60
Fig. 2.Top 5 African Proven Oil Reserve
50
Holders
40
30
Source: Claire, M. (2006) "Oil and 20
Welfare. Middle East and OPEC countries" 10
University of Paris, Dauphine 0
It was estimated that Libya had total

proven oil reserves of 41.5 billion barrels as oil revenues other revenues
of January 2007, up from 39.1 billion barrels
in 2005 [16]. Although Libya considers as a Fig. 4. Other Revenues Contribution
rich country, but it has an economy of less
economies diversified in the Maghreb region Source: A. Nasef (2016)"The Impact of Oil
and among oil producing countries. The Revenues on the Libyan Economy",
heavy dependence on oil exporting as the research center Journal, University of
country’s major source of income had the Tripoli, Libya.
potential of creating instability in the
domestic economy due to the fluctuation of During the period 2010-2016 as shown in
oil price on the international market. Figure Figure 5, customs duties were sharply
3 shows the sectoral structure of the GDP in declined due to several factors, including the
Libya in last decades. It shows that the oil lack of control by the state on customs
"extractive industry" still accounts for the borders, high rates of smuggling, tax evasion
largest share of this output and still and administrative corruption, as well as the
enactment of customs exemption laws [18].

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1600 respectively; in 2005, the figure reached

1400 7,000 expelled migrants per month; in 2006
1200 the reported annual figure was 64,330. In
1000 2008, the Libyan authorities claimed to have
800 expelled around one million illegal
600 immigrants [19].
400 After the collapse of the Kadhafi regime
200 and the subsequent decline of Libya into
0 armed factions, migrants from all over sub-
2010 2012 2016 Saharan Africa, North Africa, the Middle
Fig. 5. Customs duties East and Asia have reached Libya by
Source: A. Nasef (2016) hundreds of thousands since 2012 [20]. Fig. 6
Smuggling and Immigration. Despite the shows a map of key routes to Europe.
collapse of the Libyan economy and rising
prices, the prices of basic foodstuffs and a Corruption.
range of other goods such as mattresses, Transparency International awarded only 14
bicycles and others are cheaper than in Chad points out of 100 points in the integrity and
or Niger. On the other hand, the southern transparency of the Corruption Perception
region (economically and socially neglected) Index (CPI) in 2016. Indicators that had a
depends heavily on cross-border trade to direct and indirect impact on the economy
secure their livelihoods. This facilitated the are the following:
extension of the human components
themselves from Libya to neighboring 1) wasting public money.
countries. The fragile security situation in 2) abuse of power.
Libya helped armed groups in the border 3) exaggeration in employment in the
areas to smuggle all kinds and at high levels. government apparatus
For fuel smuggling, Libya annually wastes 4) smuggling of money abroad through
2.1 billion on smuggled fuel for neighboring fictitious credits.
countries. Libya's average per capita 5) money laundering operations.
consumption is 22.3 liters of gasoline per 6) tax evasion by the private sector.
day in 2013, while average per capita 7) the phenomenon of smuggling raw
consumption in African oil countries is materials such as minerals.
much lower, with average per capita Militias and armed actors are heavily
consumption of 3.3 liters per day and involved in the shadow economy, engaging
Nigeria 2.5 liters per day. in financial fraud ,extortion and robbery.
For immigration, Libyan border areas will
remain a challenge for both Libya and
Europe for a long time. The smuggling line
starts from the southern border of Libya with
Niger and Chad, where migrants gather at
the border to send them to Sabha and its
environs.
European Commission figures estimate that
43,000 and 54,000 migrants were deported
from Libya already in 2003 and 2004,

ISSN 2278 8425
0
2013 2014 2015 2016 2017
-5
-10
-15
-20
-25
-30
Fig. 7. Budget Deficit
Fig. 6. Map of Key Routes to Europe Source: The Libyan Audit Bureau Report
Source: D. Widdowson, (2007 ) ‘The (2017), The audit website, [online].
changing role of Customs: evolution or Available: http://audit.gov.ly/home/
revolution?’, World Customs Journal, vol. 1.
V.THE IMPACTS OF CUSTOMS ON In 2012, the annual budget was 68.5 billion
THE LIBYAN ECONOMY and 66.8 billion dinars in 2013. Meanwhile,
oil revenues dropped considerably as the
Customs duties are one of the economic seizure of key oil ports by an armed group in
tools used by the state to stimulate the 2013 has severely compromised state
national economy and finance projects. revenues from the industry. The Audit
Customs is a governmental institution with a Bureau has estimated the value of losses in
number of responsibilities, including excess of 60 billion dinars during 2013 and
collecting duties on internationally traded 2014. Moreover, World oil prices fell to
goods. In literature, In developing countries, record highs, down from $ 37 a barrel in
import duties are seen mainly as revenues December 2015. The Libyan economy has
for the national budget [21] but not in Libya. suffered unprecedented losses for 50 years.
Customs tariffs had been one of the most

As much as two thirds of the budget
important sources of non-oil income prior to
following the revolution covered public
2011. Institutional restructuring processes
sector salaries and subsidies.(mainly for
and the weakness of regulating bodies also
fuel, food items and electricity). In 2015-
allowed individuals and domestic businesses
2016, the public wage bill reached 59.7% of
to avoid taxation. Businesses were opened
GDP. The Government’s 2017 budget was
and properties built without permits, and
37 billion dinars included 20.7 billion for
many people stopped paying their
salaries and a further 6.3 billion for basic
(subsidized) electricity bills .The
public goods, services and fuel subsidies [22].
combination of big public spending and low
revenue, in addition to rampant corruption
and mismanagement of funds, created
massive budgetary deficits.
The Libyan customs did not fulfil the role
required for the above mentioned factors.

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The customs revenues witnessed a and worsening in the nineties as a result of

significant decrease. The deficit rose from sanctions and international boycott.
43 percent of GDP in 2014 to more than 75
percent in 2015, although it declined to VI.CONCLUSION
around 20 percent in 2016. In response, In general, it has been shown that the
post-revolutionary governments tapped into budget deficit, the current account deficit
foreign currency reserves as well as and low foreign currency reserves of the
investments abroad. According to the major challenges faced by the Libyan
Tripoli-based Libyan Audit Bureau ,the economy at this time. In particular, Libyan
CBL's foreign-exchange reserves fell from Customs is an important sector of the state
105.9 billion dollars in 2013 to 76.6 billion and It is should be a key pillar in the Libyan
dollars at the end of 2014 and to 55.4 billion economy. The difficulty of customs work in
at the end of 2016. The World Bank Libya is mainly related the vastness of the
forecasts that the foreign reserve will region made it vulnerable to a number of
average around 26 billion dollars during different smuggling streams, as it is difficult
2017-2019. to cover these borders in practice, especially
The Libyan government adopted a policy now.
to deal with the increased oil revenues, by Libya's government requires international
converting oil revenues into foreign assets assistance to address shortfalls in personnel,
and part of the profits was spent equipment, training, and technology. During
domestically. The Libyan government chose the period 2010-2016 , customs duties
this for various reasons including; the declined due to several factors, including the
absorptive capacity of the economy is still lack of control by the state on customs
small, whereas the oil returns were borders, high rates of smuggling, tax evasion
extremely high and the economy is still and administrative corruption, as well as the
limited and less developed. enactment of customs exemption laws.
Although Libya considers as a rich country, Policy makers may need to be aware of and
but it has an economy of less economies take into consideration the following:
diversified in the Maghreb region and Improving and diversifying the economy, oil
among oil producing countries. In the early revenues must be invested in physical and
convening the seventies of the last century human capital in order to create an economic
followed Libya system oriented economy environment for growth in the non-oil
based on state control over all investment sector, the development of human resources
decisions, and imposed restrictions on prices and training in the customs sector, the
and multiple forms of support, and imposed reform of the customs law, the facilitation of
severe restrictions on foreign trade, and not customs procedures, the modernization of
given attention to the private sector. customs work methods, raising the level of
As a result of this constant intervention by financial revenues and the effectiveness of
the state, the economy has experienced a combating smuggling and commercial fraud,
low level of performance, low economic unification of the political and military
growth rate, low standard of living, and administration of the country, spatial
increased exposure of the economy to development, especially in southern Libya
external shocks. This has continued through the implementation of projects and
deterioration in the eighties to low oil prices launching a series of national dialogues with
security authorities across the country on a

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road map to restructure the security and [9] F. Engelschack and Mayville (2007)
customs sector. "The challenge of combating corruption
in customs administration".
[10] H. Brothers (1981) "Economic
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vol. 1, pp. 31-7. [16] A. Nasef (2016)"The Impact of Oil
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"Cross-Border Trade, Insecurity and the research center Journal, University of
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Customs Journal.

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READING HABITS OF TODAY’S GENERATION
Aileen Berith Alex1

1
Student,Rajalakshmi Engineering college, Chennai, Tamilnadu, India
Abstract:
Reading is the gateway to knowledge. It shapes the personality of an individual and it helps to
develop proper thinking and creates new ideas. Reading is an intellectual activity. It provides a
sense of completeness. The habit of reading is an essential and important aspect for creating a
literate society in this world. In today’s world, due to the influence of Mass Media, people do
not show much interest in reading books. This study focuses on the current book reading habit of
today’s generation. Reading habit is calculated based on how much a person reads, how often
do they read, when do they read and what do they read. 210 random individuals were selected
from Mumbai and Chennai for this study.
Keyword: Books, Reading, Reading habit

. rather than reacting to the situation. They
have a balanced level of creativity and
I.INTRODUCTION: intellect and a well developed imaginative
brain. They acquire a broader vocabulary and
‘Books are the quietest and most constant understand other cultures better. They read
of friends; they are the most accessible new words and put them in their mind for
and wisest of counselors, and the most later use. Seeing how words are used in
patient of teachers’. -Charles W. Elio. different contexts gives a better
understanding of the word usage and its
The most effective learning activity which definitions rather than just the cold facts of a
enables an individual to improve his critical dictionary.
thinking, develop new perspectives, and
interpret the events and situations he is going They are virtually experienced people as
to encounter, is reading. Reading is defined they have put themselves in the role of the
as a “process of perceiving printed and protagonists way too often. They have
written words through sense organs, played both lawyers and criminals. They
interpreting and comprehending them, a have played doctors and patients. They have
mental and intellectual acquisition, a faced the circumstances with the
communicative activity with printed and protagonists of the story. They have an
written symbols, a reception, interpretation, elevated sense of intuition and are better at
and reaction process consisting of some decision making and are very articulate in
perceptual and cognitive activities”. expressing what they think. Most
(Yağcıoğlu & Değer, 2002: 34). Studies have bibliophiles have the ability of good
proved that, people who read have an open judgment while being a skeptic at the same
minded approach to life. They are more time.
subjective and hear out the whole situation

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From time to time people have wondered mind.” Reading is "bringing" meaning rather
why reading is important when there are so than "gaining" meaning. Shaw noted that,
many other things to do with one's time. "reading is the process of seeing or
perceiving independent items of observing
A blog article in “Serious reading” states 30 and assimilating their interrelationships".
reasons to read. A few of them are: Hildreth pointed out that, "reading requires
 Gives knowledge inference, weighing the relative importance
 Improves your brain of ideas and meanings."
 Reduces stress
 Improves imagination Reading is a tool of the acquisition mind; it
 Improves writing skills is the vehicle for obtaining ideas which
 Improves communication skills cannot be verbally transmitted. An
individual who reads has at his command, a
 Motivation
means for widening his mental horizons and
 Makes you more empathetic
for multiplying his opportunities for
 Builds self-esteem experience. Reading crucially affects
 Makes you smarter intellectual and emotional growth. Reading
is an important activity in the process of
Objectives of the Study learning. Reading captures your imagination
The main objective of the study is to like no other medium. You can improve
investigate the book reading habits of the language skills and improve your
current generation vocabulary by reading. Writer Stephanie
Huston says, “that she used to think that she
MAJOR RESEARCH QUESTIONS didn't have enough time, was a lame
● How often do you read? excuse". Now that she has made a goal to
● What inspires you to read? read 50 books in a year, she says that she
● How long does it take to complete has traded wasted time on her phone for
reading a book? flipping pages in bed, on trains, during meal
● Why do you read? breaks, and while waiting in line. Two
● What format of books do you prefer months into the challenge, she reports
to read? having more peace and satisfaction and
● What genre do you prefer reading? improved sleep, while learning more than
she thought possible.”
II.REVIEW OF LITERATURE III. METHODOLOGY
According to Wallace (1992: 4), reading The method used to collect responses was
means that the reader tries, for a particular the Questionnaire method, consisting of 15
purpose, to understand the texts written by questions. Microsoft forms were used to
the author for a particular communicational collect the data. A total of 210 responses
purpose. “A reader usually imagines what were collected. The questionnaire was
he is reading, understands it, comprehends distributed among the students and 174
the liaison between the thoughts in it, filled-in questionnaire were obtained from
organizes them by comparing with what he people in the age group of 15-45. For this
has accumulated so far, restructures his purpose a well-designed questionnaire was
present knowledge with what he has read, used. The collected data through the
and sorts out what he wants to keep in his

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questionnaire was analyzed with simple The age of the participants fell under the age
percentage and average. group of 15-45. Out of which 149
participants were in the age group of 15-25,
IV. DATA ANALYSIS 45 participants were in the age group of 25-
35 & 16 in the age group of 35 and above.
Figure 4.1 Employment Status of
Figure 4.3 Reading Frequency

EMPLOYMENT
STATUS 35
COLLEGE 30
25
20 Never
WORKING 15
10 Monthly
UNEMPLOYE 5
0 Weekly
ED
Daily
The sample size of the study was 210, out of
which 99 respondents were college students,
88 were working, 16 were unemployed and
7 fell under the other category (Part time
workers).
According to fig 4.3, 8% of the whole
Figure 4.2 Age of the Respondents the students population never read books, 31%
Respondents read once in a month or once in a while,
29% read on a weekly basis and the rest
Age 31% read on a daily basis. Among the
working population it was found that 5%
never read, 25% read once in a month, 36%
read weekly & 34% read daily. Whereas, in
the unemployed population, 13% never read,
15-25 6% monthly once, 50% weekly & 29% on a
daily basis and in the other population,
25-35 which involves part time workers, 29%
never read, 29% monthly once, 14% weekly
35 and & 29% daily.
above

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Figure 4.4 Time Taken to Complete author, while the rest 22% have other
Reading criteria of selecting a book to read.
40 3 days Fig 4.6 Genre Preferred

30
20 3-7 Days
10 Genre
0 2-3 weeks
150
100
A month or 50
more 0 Genre
Non-…
Horror/…
Motivat…
Science-…
Romanc…
Fiction
others
Fig 4.4. shows how long one takes to
complete reading one book. In the students
population 8% take 3 days to complete a
book, whereas in the working 18% take 3
days to complete a book. 34% students Fig 4.6 shows the different genre that
require 7 days to complete a book, wherein today’s generation prefer to read. Out of the
22% of working populations require 7 days sample size of 120 respondents, 85
to complete. 22% students and 30% working respondents prefer Fiction, 53 prefer Non-
population need 2-3 weeks to complete a Fiction, 76 prefer horror/thriller, 56 science-
book. On the other hand, 35% student’s fiction, 101 romance & fantasy, 87 prefer
population and 32% working population motivational, whereas, 52 prefer other genre
take a month or more to complete a book. like literature, biography etc.
Figure 4.5 Inspiration to Read 4.7 Preferred Format
Book Format
Synopsis
Hardcover
Friends Kindle
reference Audio books
Author E-Books
Others
Fig 4.7 indicates on what format today’s

generation prefers their books. 60% like the
old traditional way of reading which is
Fig 4.5 states that out of the total sample
Hardcover, 13% prefer kindle, 6% prefer
population, 25% are inspired by the synopsis
audio book which started gaining popularity
to read a book. 25% are influenced by
in India after 2010, while the rest 21%
friends reference, 28% are inspired by the
population prefers E-Books.

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.4.8 Purpose for Reading intelligence, the sum of which helps people
stay on the planet longer.
Therefore reading as a habit, enhances your

overall personality. Even if reading is a
Knowledge daunting task for you, better late than never,
Hobby here are a few tips of how one can start
reading and make reading more productive
Others
⮚ Join a book club and make reading a
more proactive activity
⮚ Participate in reading challenges and
improve your vocabulary skill
⮚ Make reading goals simple and
attainable so that it's not very
Fig 4.8: The study shows that 50% of the intimidating
participants read books in order to gain ⮚ Stick to genres you actually enjoy
knowledge wherein 48% of the participants ⮚ Keep a book accessible at all times
read books as a hobby. ⮚ Keep aside some of your free time
exclusively for reading. Switch off
V.FINDINGS & CONCLUSION the TV , come offline once in a while
From the survey conducted among ⮚ Find a quiet corner that is conducive
participants of Mumbai and Chennai, it is to reading without disturbance
observed that 84% enjoy reading, whereas ⮚ Use technology to make your reading
the rest 16% don’t. 60% of the working more productive
population, who read, said that they would ⮚ Find a time best suited for your
read more books if they had more time, reading and stick to it. Before bed or
while 40% of the students said that they while traveling
would read more if the books were more ⮚ Be more proactive about reading, by
interesting. This study has proved that the developing the habit of discussing
art of reading in the old traditional method is what you read with other like minded
still prevailing in today’s generation. people
Reading not only stimulates your mental
mind but also expands knowledge, improves Reading is a habit that makes you think,
memory, refines analytical thinking skills, which in turn enables you to learn. It is both
boosts concentration and develops better enriching and empowering. As the study
vocabulary. Hundreds of successful shows, reading is definitely not a dying
executives share that books have helped habit. It is still prevalent today as it was
them get where they are today. before technology usurped our time and
According to Yale researchers who studied attention. There has been a change in the
3,635 people older than 50, found that those pattern of reading. But with a little bit of
who read books for 30 minutes daily, lived effort, reading can still be the most fruitful
an average of 23 months longer than non- habit that a person can develop.
readers or magazine readers. Apparently, the
practice of reading books develops empathy,
social perception, and emotional

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REFERENCES
Abdulkerim Karadeniz, Remzi Can.

(2015). ‘A RESEARCH ON BOOK
READING HABITS AND MEDIA
LITERACY OF STUDENTS AT THE
FACULTY OF EDUCATION’,
JOURNAL: Procedia - Social and
Behavioral Sciences 174(2015)4058-
4067.
Dr. K. K. Palani, Vol.– III, Issue 2(1),
April 2012 [94] , ‘PROMOTING
READING HABITS AND CREATING
LITERATE SOCIETY’, Researchers
world Journal of Arts, Science &
Commerce ■ E-ISSN 2229-4686 ■ ISSN
2231-4172.
30 Reasons to Read Books. Retrieved
from
https://seriousreading.com/blog/283-30-
reasons-to-read-books.html
What are the long-term differences

between people who read regularly and
those who don’t? Retrieved from
https://www.quora.com/What-are-the-
long-term-differences-between-people-
who-read-regularly-and-those-who-dont.
Books Should Be Your Priority,

According to Science. Retrieved from
http://blogger610vn.blogspot.com/2018/
07/books-should-be-your-priority-
according.htmlWhy Reading Books
Should Be Your Priority, According to
Science. Retrieved from
https://www.ces-schools.net/why-
reading-books-should-be-your-priority-
according-to-science/

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FACTORS INFLUENCING TECHNOSTRESS AND ITS IMPACT ON WORK

PERFORMANCE IN AN AUTOMOBILE COMPANY
Vinitha.S1, Devika. KP2, Deborah Sharon. S 3
1&2
Student,Department of Management Studies, Rajalakshmi Engineering College
3
Assistant Professor, Department of Management Studies, Rajalakshmi Engineering
College ( Corresponding Author)
Abstract
This article explores to identify the factors that are influencing physical and mental stress and its
impact on work performance in an automobile company. This phenomenon, termed in the
literature as technostress, is studied by identifying and measuring the factors that create
technostress(the technostress creator factors: techno-uncertainty, techno-invasion, techno-
overload and techno complexity).In order to achieve the objectives, a survey was done for a
sample size of 80 respondents. Survey was successfully completed, data collection was done,
tabulated and inference was drawn out of them. The research design for the study is descriptive
in nature and judgmental sampling is used to collect data. The study also suggests ways to
reduce technostress among employees.
Keywords: Technostress, Physical & mental stress, Work performance
I. Introduction for which the outcome is perceived to be

both uncertain and important”. Stress affects
Techno Stress understands the relationship not only our physical health but our mental
between connection, tension and well-being too. To successfully manage
dysfunction. Stress is an Individual’s stress in everyday lives, individual can learn
physical and mental reaction to to relax and enjoy life. The best way to
environmental demands or pressures. The manage stress in everyday lives, individual
concept of stress was first introduced in the can learn to relax and enjoy life. So, the next
life sciences by Selye Hans in 1936. It was best things are to reduce stress and make life
derived from the Latin word ‘stringere’; it easier. Like other stress-related concerns and
meant the experience of physical hardship, conditions, the point where technology
starvation, torture and pain. SelyeHans, 1936 becomes more foe than friend is different for
defined stress as “the non-specific response each of us. Using energy resource theory,
of the body to any demand placed upon it”. “stress is what occurs when demand exceeds
Further, stress was defined as “any external capacity”. Our constant connection to
event or internal drive which threatens to information, stimulation and validation can
upset the equilibrium (Selye Hans,1956). quickly shift us into overwhelm and trigger
Another definition given by Stephen Robbins anxiety of not having or being enough.
(1999) has been stated as a “dynamic While some people feel on-edge from the
condition in which an individual is noise of tech and knowing demands on our
confronted an opportunity, constraint or time and resources constantly increase with
demand related to what he/she desires and each incoming email, others fail to notice

ISSN 2278 8425
any signs or symptoms of tech addiction study done by them analyzes the
until they’re asked to put it away. mechanisms through which each of the
Consequences of Techno Stress include specific personality traits openness to
decreased job satisfaction, organizational experience, neuroticism, agreeableness,
commitment and productivity. The causes of conscientiousness and extraversion interacts
Techno Stress amount to: with Techno Stress creators to differently
influence job burnout and job engagement.
 The quick pace of technological change They propose a model in a field study based
 Lack of proper training on a survey of senior organizational
 An increased workload managers who regularly use information and
 Lack of standardization within communication technologies for executing
technologies professional tasks. Although Techno Stress
 The reliability of hardware and software creators are generally associated with
negative job outcomes, our results also show
that for individuals with certain personality
The rest of the paper is organized as follows:
traits, Techno Stress creators may result in
Section 2 discusses the related previous
positive job outcomes. Brod (1982) points
research in technostress. Section 3 discusses
out that technostress(failure of employees to
the theoretical framework of the research.
adapt to modern office technology) training
Section 4 and Section 5 explain the
helps determine performance problems early
methodology and data analysis respectively.
and helps promote effective use of
The discussions about the results are
technology. Resistance to computer
elaborated in Section 6. The paper is
technology is not unusual, but understanding
concluded with a conclusion in Section 7.
such resistance is important if the
technology is to be effectively implemented.
II.Literature Review
New learning skills are essential to make
Although prior research has examined the rapid and performance-oriented adjustments
influence of Techno Stress creators on job to new technology. Ragu-Nathan et al.
outcomes, insights into the influence of (2008) stresses that the phenomenon of
personality traits on the perceptions of Techno Stress, that is, stress experienced by
Techno Stress creators and their consequent end users of Information and
impacts on job outcomes are rather limited Communication Technologies (ICTs), and
(Srivastava, S. C., Chandra, S., &Shirish, A., examines its influence on their job
2015). Such insights would enable a deeper satisfaction, commitment to the
understanding about the effects of individual organization, and intention to stay. Ayyagiri
differences on salient job related outcomes. R (2012) reiterates that information overload
In this research, by leveraging the worsens techno stress, whereas situations of
distinctions in personality traits offered by task-technology fit alleviate techno stress in
the big five personality traits in the five individuals. Ahmad, U. N. U et al. (2012)
factor model and grounding the research in brings out the relationship between
the transactional model of stress and coping, technostress and organizational
theories with moderating influence of commitment. The study thus contributes to
personality traits on the relationships the Techno Stress literature, specifically by
between Techno Stress creators and job incorporating the salient role of individual
outcomes, namely job burnout and job differences. The study also provides insights
engagement have emerged. Specifically, the for managers who should pay special

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attention to allocating specific job roles to Data Analysis

employees with particular personality traits Data is analyzed using descriptive analysis
in order to optimize job related outcomes. using frequency and percentages. For testing
hypothesis One way ANOVA has been used.
III. Theoretical Framework The analysis is presented hereafter.
This study mainly focuses on the influence Descriptive Analysis:
of five important demographic factors eg., Data analysis began with the
age, gender, marital status, education and characterization of the sample presented in
experience on technostress creators. In this Table 1. The answers by the employees can
model, demographic factors are independent be characterized as follows:
variables whereas technostress creators are
dependent variables. Demographic Answer FREQ. %
Variable Options
Population and Sampling Techniques Gender Male 55 68.8
Female 25 31.2
A survey method was employed to collect Age Below 25 18 22.5
25-34 37 46.2
data regarding the demographic profile and 35-44 20 25
important technostress creators of 45-54 5 6.2
Education Diploma 5 6.2
management and non-management Graduate 41 51.2
employees in the company. Descriptive Degree 34 42.5
Post
study was conducted management and non- Graduate
management employees were taken as Experience 0-1 Year 12 15
2-4 Year 22 27.5
respondents for the study. The sample size 5-7 Year 14 17.5
taken for the study is 80.Convenience More than 7 32 40
Years
sampling technique has been used in this Marital Status Single 51 63.8
study. Married 29 36.2
Measuring Instrument Source: Primary data collected from respondents
Techno-Overload:
The survey method of collecting data
involves questioning employees for their Techno-Overload describes a situation
responses on all items except demographic where the people are forced to work more
items is gathered through 5-point Likert and faster because of the use of computers.
scale anchored as 1= Strongly Disagree, 2= The data for this variable is collected using
Disagree, 3= Neither agree nor Disagree, 4= the following questions and analysis is
Agree, 5= Strongly Agree. For demographic presented in the same table.
scale, the information regarding age, gender, Questions SD D NAD A SA
education, experience and marital status are I have a higher
workload
collected for this study. because of increased
2.5 28.8 17.5 36.2 15
technology complexity.
Hypothesis of study I am forced by this
The following hypothesis were framed for technology to work much 2.5 17.5 47.5 28.8 3.8
faster.
this study; I am forced by this
technology to do more 00 31.2 32.5 28.8 7.5
There is no significant difference between work than I can handle.
categories of sample based on gender, age I spend less time with my
family due to this
group, education levels, experience levels, technology.
3.8 27.5 35.0 26.2 7.5
and marital status on technostress creators I am forced by this

technology to work with 2.5 28.8 17.5 36.2 15.0
very tight time schedules.
Source: Primary data collected from respondents
Note:SD- strongly disagree; D- disagree; NAD-neither agree nor disagree;
A-agree; SA-strongly agree

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Techno-Invasion:
Techno-Insecurity:
Techno-Invasion describes being “always Techno-Insecurity is associated with
exposed” where people can potentially be situations where people feel threatened
reached anywhere and anytime and feel the about losing their jobs to other people who
need to be constantly connected. The regular have a better understanding of new gadgets
work-day is extended, office work is done at and computing devices. The data for this
all sorts of hours, and it is almost impossible variable is collected using the following
to cut away. The data for this variable is questions and analysis is presented in the
collected using the following questions and same table.
analysis is presented in the same table. Questions SD D NAD A SA
I feel a constant threat to my 8.8 26.2 26.2 23.8 15

Questions SD D NAD A SA job security due to new
technologies
I have to be in touch 3.8 25 8.8 46.2 16.
I feel there is less sharing of 8.8 37.5 25 23.8 5
with my work even 2
knowledge among co-
during my vacation
workers for fear of being
due to this technology.
replaced.
I have to sacrifice my 00 27.5 33.8 32.5 6.2
vacation and weekend
time to keep current on
new technologies.
Techno-uncertainty
Techno-Complexity: Techno-Uncertainty is continuing changes
and upgrades do not give people a chance to
Techno-Complexity describes situations acquire experience with a particular system.
where the complex computer systems used People find this unsettling because their
at work force people to spend time and knowledge becomes rapidly outdated and
effort in learning and understanding how to they are required to re-learn things very
use new applications and to update their rapidly and often. The data for this variable
skills. People find the variety of is collected using the following questions
applications, functions, and jargon and analysis is presented in the same table.
Questions SD D NA A SA
intimidating and consequently feel stressed. D
The data for this variable is collected using There are always new 3.8 27.5 20 32.5 16.2
the following questions and analysis is developments in the
technologies that we use
presented in the same table. in our organization.
Questions SD D NA A SA Source: Primary data collected from respondents
D
I do not know enough 7.5 40 25 25 2.5
Results of Hypothesis Testing Using One-
about this technology to way ANOVA
handle my job
Hypothesis Variables tested p values Result
satisfactorily.
I need a long time to 13.8 41.2 18.8 21.2 5 4.3.a Categories based on 0.040* Rejected.
understand and to use Gender on
new technology Technostress Creators
I have to constantly 1.2 13.8 16.2 33.8 35 4.3.b Categories based on 0.450 Accepted.
update my skills to avoid Age on Technostress
being replaced. Creators
I am forced to change my 5 15 55 23.8 1.2
4.3.c Categories based on 0.040* Rejected
work habits to adapt to
new technologies. Education on
There are constant 00 15 41.2 30 13.8 Technostress Creators
changes in computer 4.3.d Categories based on 0.321 Accepted.
software in our Experience on
organization. Technostress Creators
There are constant 3.8 21.2 31.2 30 13.8 4.3.e Categories based on 0.023* Rejected
changes in computer
Marital Status on
hardware in our
organization. Technostress Creators
Source: Primary data collected from respondents Note : * Rejected at 5% Level of significance

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Based on the results of the one-way goes. The organizations can prevent
ANOVA some suggestions were given to negative stress and its consequences by
the organization to reduce technostress. training managers and personnel effectively
Proper time management will help the for better recognition and management of
employees to complete their work on time to stress factors. Motivating the employees
get out of deadline and stress. Counseling may help to reduce stress at a great level.
can be provided to employees who undergo Employees’ participation is particularly
stress. Employees should be allowed to important for successful managing of stress
interact freely with their superiors to have and psychological risks in the work place,
healthy discussion, so that employees get because managers, via consultations with the
relived of stress by sharing their opinions. employees, help to create a trustful
To reduce work stress “Mentor-protégé” atmosphere, in which employees do not fear
relationship can be established in the to express their worries. By this the overall
organization. The organization could arrange morale will be raised and adequacy and
tour trips for employees to motivate them efficiency of the taken precautions will be
and relax them, so that the employees feel ensured.
that the organization considers them and References:
take care of them. Timely training regarding Ahmad.U.,N.,U., Amin., S.,M., &Ismal.,
work can be conducted to perform (2016) W.K.,W the impact of
efficiently and effectively. By motivating Technostress on organisational
the employees, through rewards and
commitment among Malaysian academic
recognitions, employees have a positive
outlook towards work/ responsibilities. librarians.
Motivational activities can be done to make
Ayyagari. R (2012 March) Impact of
the employees feel relieved out of stress.
Motivating the employees may help to information overload and task-
reduce stress at a great level. Organizations technology fit on techno stress. In
need to continuously monitor technostress in proceedings of the southern Association
order to reduce the level and maintain a for information systems conference.
balance. Atlanta G.A USA (pp 23-24)
IV.CONCLUSION
Brod, C. (1982). Managing
The main causes of stress at workplace are, Technostress: Optimizing the use of
including responsibility level, skill, computer technology. Personnel journal.
hazardous working conditions, recognition
by the management, treatment given by Ragu-Nathan, T. S., Tarafdar, M., Ragu-
senior at workplace, explanation of duties Nathan, B. S., &Tu, Q. (2008). The
and responsibilities, humor level at consequences of technostress for end
workplace, clashes with colleagues or with
users in organizations: Conceptual
boss, fear about promotional chances,
conflict between home and work, being development and empirical validation.
asked more than they can, comfortable work Information systems research, 19(4),
environment, number of risk situations, 417-433.
work uncertain and important outcome, role
ambiguity/conflict, unrealistic goals, Selberg., C., &Susi.T (2014)
insisting rules and procedures always, its Technostress in the office a distributed

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cognition perspective on human

technology interaction Cognition,
Technology & work, 16(2), 187-201.
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Human Behaviour, 6(24), 3002-3013.

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THE IMPACT OF IT INVESTMENT ON FIRM PERFORMANCE IN BANGLADESH:

A RESOURCE-BASED PERSPECTIVE
Mohammad Mizanur Rahman1 and Dr. Jannatul Ferdaous2
1.MPhil Candidate, Department of Business Administration in Finance and Banking, Faculty of

Business Studies, Bangladesh University of Professionals (BUP).
2.Associate Professor & Chairman, Department of Business Administration in Finance and
Banking, Faculty of Business Studies, Bangladesh University of Professionals (BUP).
Abstract
Using the RBV as a theoretical backdrop, the study is intended to begin the line of inquiry: Do IT
asset matter and improve the firm performance? The firms’ audited annual reports were
collected during the period of 2007-2017 from 49 listed manufacturing firms of four
manufacturing industries in DSE, Bangladesh. This inductive research used panel data
estimation technique for unbalanced panel data to measure, describe, and analyze the firm
performance. The results reveal a mixed behavioral effect of IT asset on firm performance. The
positive influence of IT asset on firm performance suggests that a firm should invest to develop
IT infrastructure in order to effectively promote firm IT capability and firm performance.
However, inverse relationship between IT asset and firm performance suggest that IT intensive
stocks are not performing well in the stock market of Bangladesh. The results should be of
interest to the practitioners and managers as well as IT researchers to manage and plan the
appropriate ratio of IT asset to total assets for securing sustainable competitive advantages over
their rival firms. The study fills a gap by opening a new avenue for explaining IT asset’s
contribution to firm performance from RBV perspective in the context of Bangladesh as well as
extends the literature in this field.
Keywords: IT Asset, Firm Performance, Manufacturing Industry, Resource-based View, Panel
Data
assets are predominant and their role along
I.Introduction
with age and knowledge has become the key
Bangladesh economy is now passing an era
success factors for manufacturing firms.
driven by significant development of new
Firms are, therefore, increasing their IT
aspect of information technology (hereafter
investment, since it has enormous potential
IT), which helps it to be converted into a
for reducing costs and gaining sustainable
digital economy. In the age of digital
competitive advantages. Firms can better
economy, with its changing work
communicate with and provide responsive
environment, IT’s role has become more
services to their customers by strengthening
important in strengthening the firms’
their IT (Lee et al. 2016).As management
competitiveness in their respective
requires IT not only to save costs but also
industries. Also, in a digital economy, IT
shape business outcomes, the study argues

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that firms can secure their business which assist managers to manage their
sustainability by maximizing shareholder information resources, and make right IT
wealth and increase sales revenue by investment decisions. The study focuses on
improving their business processes. The the usage of IT to create a unique and non-
deployment of IT assets can contribute to imitable resource for a firm. The resources-
these goals by improving employee based theory (RBV) is applied in the study
productivity and collaboration among to discuss the content and value of IT
stakeholders-employees, partners, and capability. Huang et al. (2006) prescribed
customers. three different IT capabilities within the
As IT has changed the ways of the firms’ RBV theory. These are: (i) IT infrastructure
operation and management, its investment (ii) Human-IT capability, and (iii) IT-
and implementation is always an important enabled intangible capability. However, the
portion in a firm. Although IT asset is study considers the first one-IT
widely acknowledged as a source of infrastructure- while defining the IT
competitive advantage (Dewan & Min investment.
1997), measuring the benefits of IT The central research question addressed in
investment has been a major concern of this study is whether or not IT investment
managers and researchers for decades. There has contributed to the firm performance and,
exists myth, arguments and conflicting if so, how investors of Bangladesh see the
results that suggest the relationship between information content about the IT? Keeping
IT investment and firm performance is much these questions as our background, the study
more complex than previously thought (Liu attempts to address this issue for some
et al. 2008).It is, therefore, utmost important selective manufacturing industry in
for a firm to evaluate its benefit of such Bangladesh, which is one of the developing
investment though it is very much countries in south Asia. The selective
challenging task. The study would like to manufacturing industries for the study are
overcome this challenge and aims to Cement, Engineering, Food & Allied, and
untangle such complex relationship by Tannery industry. These four industries have
investigating more thoroughly than the been taken because these industries are
previous. The study also aims to offer a technology-based where frequent up-
reasonable and objective evaluation method gradation of machinery and new product &

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development are required; otherwise, a firm highlight the IT paradox: negative impact
can’t sustain in the long run. Excellence but a lagged positive impact on firm
through innovation is the primary motto of performance. And other researchers suggest
these industries; hence, we can expect that a no relationship between IT investment and
huge outlay of money is being invested for firm performance. The researchers, for
the purpose of making strong IT assets. The example, Jun (2006); Terry et al.(2006), and
aim of the research is twofold. The research Kleis et al. (2012) suggested positive
aims (a) to measure expenditure amount of influence of IT investment on firm
IT (b) to explore its effects on firm performance. According to them, IT
performance for the listed manufacturing investment growth stimulates the firms’
firms in Bangladesh. The study expects a financial performance growth in longer
positive relationship between IT and firm periods. They also found that the most
performance. Consequently, the study significant and challenging element of IT is
attempts to compare the findings of prior the alignment of information systems
research concerning the impact of IT strategy with the firms’ business strategy.
investment on firm performance in This alignment may not have direct
developed countries, which is indicated as contribution to firm performance but acts as
an important context extension of the a moderator between IT investment and firm
research. It is worthy of mentioning that this performance. Some researchers have worked
is the first ever empirical study that intends with IT capability and searched its
to shed the light on the nature and relationship with the firms’ financial
measurement of IT and examines the performance. Supporting literature in this
linkages between IT and firm performance context includes the study of Bharadwaj et
for the Bangladesh. al. (1999); Bharadwaj (2000), and Garrison
et al. (2015). They compared financial
II. Literature Review
performance of IT intensive firms and non-
Many researchers have worked IT IT intensive firms and suggested that IT
investment but the results have not been capability is crucial element of a firm; it
consistent. Some researchers come up with enables to achieve better financial
their findings that IT investment positively performance compared to those that do not
affects the firm performance. While some have IT capability. Although Santhanam &

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Hartono (2003) find no evidence of development cost for U.S. IT intensive firms
association between IT capability and firm and found that it has positive relationship
performance, an important message in this with both share prices and stock returns.
context is found from the study findings of Similar conclusion was drawn by Abrahams
Huang et al. (2006) who considered RBV & Sidhu (1998) after capitalizing software
theory as theoretical background. They development cost in the context of
suggested that firm must focus on to Australian firm. The study findings of Smith
improve IT-enabled intangible assets and et al. (2001) also confirm that discretionary
human IT skill for the purpose of achieving capitalization of software development costs
IT capability. This is because IT investment is highly associated with market value. They
will not make any influence on the firms’ used both Australian and Canadian
performance until the IT capability is ready accounting data. This phenomenon in
for firms. By comparing a large sample general suggests that disclosures of IT
taking from developed and developing investment are value-relevant for firms.
countries Indjikian & Siegel’s (2005) Although it is well documented in the
empirical findings suggest a fairly robust literature that IT investment positively
relationship between IT and economic influences firm performance, this influence
performance. The authors find proof differs across firms and performance
suggesting that corresponding IT investment measures. In response, two organizational
offers a supportive work environment for explanations for this variation were
maximizing returns on IT investment. developed by Aral & Weill (2007). First one
According to them, IT investment also is IT investment allocations differ from firm
enhances the firms’ productivity. to firm. And second one is IT capabilities
which are not same to all firms. As stated
There are some studies that investigate the earlier an arrangement of organizational IT
announcement of IT related investment and capabilities fortifies and broadens the impact
market performance by examining whether of IT assets on firm performance.
capital market rewards the firms’ IT Sometimes it surpasses a firm’s strategic
announcements by increasing their stock goal. Considering this variation, Aral and
prices (Khallaf & Skantz 2007). Aboody & Weill also developed a theoretical model of
Lev (1998) capitalized the software IT assets and searched the relationship

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among IT assets, IT capabilities, and their performance is continuing, which creates

combination of firm performance. Their further opportunity to study on this topic.
study findings demonstrated that the firms’
III. Development of Hypothesis
total IT investment is not positively
associated with firm performance. However, Resource-based view (RBV) is the main
investments in specific IT assets explain approach that provides theoretical
firm performance differences along with underpinnings for the measurement of IT
dimensions that are consistent with the and supports for the relationships between
firms’ strategic goal. IT and firm performance. The core concept
of the resource-based theory is to keep a
The researchers who explore no relationship sustainable competitive advantage for the
between IT investment and firm firm. Sustainable competitive advantage
performance include Motiwalla et al. (2005) refers to those advantages which other firms
and Ho et al. (2011). While some do not have. With aim of RBV perspective,
researchers, for example, Huang et al. researchers have identified various IT-
(2006) and Otim et al. (2012) have found IT related resources: IT infrastructure, human-
paradox taking RBV theory as background. IT resources, and IT-enabled intangibles as
According to them, IT investment is not as potential facilities of competitive advantages
much as necessary to improve firm (Huang et al. 2006). Considering RBV as
performance. But, better IT service induces theoretical backdrop, the study has set two
higher financial performance. IT paradox hypotheses. The study explores the
also means unless the firm is dominating the relationship between IT investment and firm
industry, IT investment affects firm performance. Hypothesis H1 relates to the
performance negatively. From the above relationship between the various elements of
discussion it is clear that, there is no IT and financial performance. Whereas, H2
conclusive empirical evidence of IT focuses on the same but it predicts the
investment and firm performance relationship with stock market performance.
relationship (Stoel & Muhanna 2009 and
Tambe & Hitt 2012). The debate on the
effects of IT investment on firm

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Hardware Financial
Expense Performance
H1
Software IT Firm
Expense Investment Performance
H2
Figure-1:
Expected Relations
Stock Market between the
Maintenance Performance Components of IT and
Expense Firm Performance
The figure-1 has two parts. The first part in for the measurement of financial
left side denotes the influence of IT performance and stock market performance
investment which is measured in this study are
as hardware Expense, software Expense, and ROA and MB ratio respectively. The study
maintenance Expense. The second part argues that IT investment directly influences
denotes the influence of overall IT the firm performance through some
investment on firm performance. There is no important variables. Among which, the most
universally accepted measurement important variable is "IT capability". The
instrument available for operation study expects that IT investment will
performance in a firm. Typically, it is improve IT capability; otherwise it will not
mainly focused on financial indicators, since bring sustainable competitive advantages for
the payoff will eventually reflects on the firm. It can be reasonably predicted that
financial status anyway. Following the the more IT related investment, the more
argument, we also measure the firm degree of information orientation utilized for
performance financially: profitability ratio the firm. Improved IT capability is
(financial performance) and market ratio supposed to trigger high stock value in the
(stock market performance). The indicators market. Therefore, investors will try to
select those firms that have a track record of

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continuous investment of IT in an efficient

Initial Identified Firms 66
and sustainable way. At this point, we Firms with missing data -12
on selected variables
propose the following hypotheses of a firm:
Firms having negative value of -03
H1: There is a positive association between net profit after tax (NPAT) and capital employed (CE)
IT investment and financial performance.
Firms Date of incorporation year as a company after 2007 -02
H2: There is a positive association between Final Firms 49
IT investment and stock market Firms-Year Observation (Unbalanced Panel Data) 102
performance.
Development of Panel Regression Model
IV. Research Methodology
Generally, in analyzing the panel data
The study is empirical, descriptive, and
anyone of the following three estimations,
relational. According to time reference of
namely, Pooled Ordinary Least Square
research, it is longitudinal (2007-2017), and
(OLS), Fixed-Effects Model (FEM) and
research philosophy is inductive. Sources of
Random-Effects Model (REM) can be used
data are secondary, published audited annual
but with different assumptions. The study
report. The study uses quantitative research
considers the two most popular statistical
as a method for data collection and analysis.
tests: Breusch-Pagan Lagrange Multiplier
The research instrument is data observation
(LM) and Hausman Specification test to
sheet. The unit of analysis consists of firms
make choice among three estimates. Test
from manufacturing industry listed in Dhaka
results recommend using Fixed-Effect
Stock Exchange (DSE), Bangladesh.
Model. Therefore, regression model namely
However, we took some selective
fixed-effects model for model-1 model -2
manufacturing industries such as Cement,
dedicated to explain the firms’ financial
Engineering, Food & Allied, and Tannery
performance and stock market performance,
for the period of 2007-2017. All the firms of
respectively are specified as follows:
four industries were taken; therefore, no
sampling techniques were required to
follow. We, however, cautiously have set
some criteria and strictly followed those
while selecting the firms. After detailed
assessment, the final sample firms and firm-
year observations are shown in table-I

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LN ROAit = β0 + ∑𝑡𝑘=2007 ∑𝑗=2

𝑗=0 βjk* LN ITIntensityi jk + β2 * LN SIZEit + β3 * LN LEVit
+ β4 * LN ATOit + ϵit ……………….. (1)
LN MBit = β0 + ∑𝑡𝑘=2007 ∑𝑗=2

𝑗=0 βjk * LN ITIntensityi jk + β2 * LN SIZEit + β3 * LN LEVit
+ β4 * LN ATOit + ϵit …………………. (2)
Where, Subscript (i) = Cross-sectional unit, Firms (i=1, 2, ….49)

(t) = Time series unit (t=2007- 2017)
ITJ = Hardware Expense for j=0

ITJ = Software Expense for j=1
ITJ = Maintenance Expense for j=2
ϵit= Error term with E (ϵit) = 0 and var (ϵit) = σ2ϵ
initiative that sample firms from a
V. Empirical Results and Discussions
developing nation take is truly appreciable.
Descriptive Statistics
Table-II describes the descriptive statistics Table-II
of main dependent variables: ROA and MB Descriptive Statistics for Selected Variables
Variables No. of Mean SD Minimu Maximu
ratio, independent variables: IT Asset, and Observations m m
control variables: SIZE, LEV, and ATO for

ROA 539 0.05812 0.0492 0.00169 0.5163
the total sample firms. The key element of MB 424 5.09779 8.09502 0.02697 109.66
descriptive statistics is IT asset. IT intensity IT 102 0 .0009 0.00224 0.0000

Intensity
is used to measure the IT asset. The mean 0.0110
SIZE 539 4.60e+0 6.15e+09 1.96e+07 3.63e+1
expenditure of IT over the total assets during LEV 539 0.47483 0.227578 0.0009 1.022037
ATO 539 0.88087 0.717473 0.0017
the period of 2007 to 2017 is about 0.0999 5.5671
Notes: Variables are defined as follows: ROA is the
percentage. The low mean expenditure ratio of the net profit after tax divided by total assets,
against total assets suggests the sample used as proxy for financial performance; MB is the
firms’ poor performance for the ratio of the market price per share divided by BVPS,
development of IT asset. This happens used as proxy for stock market performance; IT
intensity is the ratio of IT expenditure to total assets;
because Bangladesh is neither well equipped
Firm size (SIZE) is measured as natural logarithm of
nor has advanced IT technology for total assets, and firm leverage (LEV) is measured by
manufacturing such robust and sophisticated the ratio of book value of total liability to book value
items that requires rigorous expenditure in of total assets.
IT. Although this percentage is very low, the

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Correlation Analysis intensity are significantly positively

Table-III shows the findings from Pearson associated with stock market performance.
pair wise correlation analysis. From the table Consequently, these results entirely support
it is clear that except firm leverage IT hypotheses: H1 while rejecting the H2.
intensity, firm size, and ATO are These results constitute a first approach to
significantly positively correlated with test hypotheses. The next approach to test
financial performance measures (ROA). On the hypotheses is linear multiple regression
the one hand, all the variables except IT models (1-2).
Table III – Correlation Analysis of Selected the model-1 and model-2 to estimate the
Variables firms’ financial performance and stock
Variables LNROA LNMB market performance respectively. At first,
LNITIntensity 0.2333* -0.3852* we checked the presence of multicollinearity
LNSIZE 0.0593 *** 0.2862*
problem for the model-1 & 2. To check the
LNLEV -0.0181*** 0.1426*
presence of multicollinearity problem, the
LNATO 0.3957 * 0.2425*
Pearson’s correlation coefficients between
Note : Significant at *1, **5, and * ** 10 per cent level, respectively explanatory variables were analyzed. As can
Linear Regression Analysis be seen from table IV, the correlation
This section will discuss the details of the coefficients between explanatory variables
second objective of the study. In order to are not high. They range from a low of -
estimate the empirical evidence for the 0.0986 to a high of 0.2367. Consequently,
effects of IT asset on firm performance for we can presume that both models are free
the case observed, a fixed-effects model from multicollinearity problem.
(FEM) regression has been implemented for
Table IV- Pearson’s correlation coefficients between explanatory variables
Variables LNITIntensity LNSIZE LNLEV LNATO
LNITIntensity 1.0000
LNSIZE 0.0082*** 1.0000
LNLEV -0.2414** 0.1892* 1.0000
LNATO 0.0482*** -0.0986*** 0.2367* 1.0000
Notes: Significant at *1, **5, and * ** 10 per cent level, respectively.

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Financial Performance Model evident that the sample firms are large
Table-V demonstrates the results of the enough to exploit the economies of scale as
regression coefficients for all explanatory well as have better bargaining power over
variables, using financial performance their competitors and suppliers. The second
(ROA) as the dependent variable. The value control variable is financial leverage. The
of F-statistic, 13.09, is statistically leverage ratio is supposed to reduce the
significant at 1% level of significance agency problem and tax shields of the
meaning that the coefficients of all the sample firms. However, the negative
variables are significantly different from coefficient of leverage ratio suggests that it
zero. The value of R-square of the estimated does not promote ROA. This interpretation
model-1 is 0.2071, presenting a moderate is not valid since the coefficient value of
degree of explanatory power. It is obvious leverage is not statistically significant. The
from the FEM estimation results of model-1 final control variable is assets turnover ratio
that the coefficient of key variable IT asset (ATO). As our sample firms’ ATO is much
along with other explanatory variables better as well as their positive coefficient
except firm leverage is statistically value suggests that ATO enhances the firms’
significant. IT asset is positively associated ROA.
with financial performance of the firm. This
result supports the hypothesis (H1) that IT
asset plays a crucial role in improving ROA.
The study finding is consistent with the
study findings of Ze´ghal & Maaloul (2010)
and Casta et al. (2005) who found a similar
positive effect of intangible assets on
financial performance in UK and Spanish
firms, respectively.
The first control variable of model-1 is firm

size which is positively associated with the
firms’ financial performance. Larger firms
are supposed to do perform better. It is

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Table-V Linear Multiple Regression Results for Model-1 & 2
Dependent Variable: LN ROA (for Model-1) and LN MB (for Model-2)
Independent Variables Model -1 Model -2

(Fixed-Effect) (Fixed-Effect)
LNITIntensity 0.0766587 *** -0.0886963 ***
LNSIZE 0.4399863 * 0.3876276 **
LNLEV -0.2078164 -0.9037892 **
LNATO 1.179741 * 0.1009629***
Constant -11.76214 * -8.949669 **
No. of Observations 99 66
No. of Firms 49 49
The Value of R2 0.2071 0.1645
The Value of F 13.09 2.96
(P-value) (0.0000) (0.0285)
Notes: Significant at *1, ** 5, and *** 10 per cent level respectively.
Stock Market Performance Model the firm. The probable reasons for such
Table-V demonstrates the results of the behavior of IT asset are the investors’
regression coefficients for all explanatory attitude, inefficient market, and information
variables, using stock market performance asymmetry. This result does not support the
(MB) as the dependent variable. The value hypothesis (H2). This finding is consistent
of F-statistic, 2.96, is statistically significant with the previous literature. As a reference
at 5% level of significance meaning that the we may include the work of Huang et al.
coefficients of all the variables are (2006) and Otim et al. (2012) in the context
significantly different from zero. The value of Taiwan and USA economy respectively.
of R-square of the estimated model-2 is Although their methodologies were different
0.1645, presenting a fair degree of but they have found IT paradox taking RBV
explanatory power. It is obvious from the theory as background. The first control
FEM estimation results of model-2 that the variable is firm size and the study found that
coefficient of key variable IT asset is it is positively associated with MB. This
statistically significant at 10% level of finding is consistent with Acheampong et al.
significance. IT asset is negatively (2014) who suggested positive influence of
associated with stock market performance of market value on firm size. The second

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control variable is firm leverage which is firm performance, IT capability must be

also negatively associated with MB. Perhaps improved first. And if the firms want to
the market considers high leveraged firms as improve their IT capability, it is better to
riskier than low leveraged firms and lowers improve their IT infrastructure. On the other
the market value. Literature suggests that hand, there exists reverse relationship
there exists a negative and significant between IT asset and stock market
relationship between firm leverage and performance. This result indicates
market value, other things being equal. For diminishing returns against IT intensive
example, Acheampong et al. (2014) firms. The reverse relationship does not
established a negative and significant prove that investors of Bangladesh do not
relationship between firm leverage and perceive IT asset as a source of value
market value of a firm. creation since our stock market is not
efficient. By combining the behavioral
VI. Conclusion
effects of IT on the firms’ financial and
The study reviews the IT payoff and
stock market performance, the study
provides a theoretical rationale for how IT
formalizes the findings by saying that even
investment affects the firm performance
if IT asset triggers a significant rise in the
with a pure resource-based view. The central
firms’ EPS; the firms’ can’t maximize
argument of the study is how IT asset affects
shareholder’s wealth due to poor
the firm performance: financial performance
performance of IT intensive stocks. The
and stock market performance in the context
probable reasons for such behavior of
of Bangladesh. The study concerns the issue:
intangible assets are the nature of IT asset,
do the manufacturing firms of Bangladesh
investors’ attitude, and information
gain benefits from IT asset?
asymmetry. Due to time constraint, the study
could not validate those reasons. The results
The study findings indicate a mixed
should be of interest to the practitioners and
behavioral effect of IT asset on firm
managers as well as IT researchers. These
performance. IT asset has a positive
research results will encourage them to
influence on the firms’ financial
promote IT capability, since the study
performance. This result provides an
successfully proves that insufficient IT
important message to sample firms; if firms
capability may harm the firm performance.
want to use IT investment to improve their

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The study recommends that the role of IT

Acheampong, P., Agalega, E., and Shibu,
investment should be considered whenever
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Motiwalla, L., Khan, M. R., and Xu, S.
(2005). An Intra and Inter-Industry Analysis

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CASE STUDY
GEORGE C. MARSHALL AS SERVANT LEADER: APPLYING THE GREENLEAF

PARADIGM
George E. Richards*
*Associate Professor,Department of Criminal Justice, Anthropology, and Forensic Studies

Edinboro University,Edinboro, Pennsylvania, USA
Abstract
The concept of leader as servant may seem incongruent to those who equate leadership
as being synonymous with authoritarian direction. However, Greenleaf’s model of servant
leadership emphasizes that the organization and the people in it take precedence over the leader.
According to Greenleaf, those who wish to lead should recognize this selfless approach leading
from a perspective of agape.Using attributes of the Focht and Ponton (2015) study of servant
leadership (valuing people, humility, listening, trust, and caring), aspects of the career of
General George C. Marshall will be examined using the lens of servant leadership.
Keywords:
Exemplar,Leadership,George C. Marshall,Servant Leadership
The quiet power of the man lay in his utter each piece, though similar to others, has its
selflessness. It lay in the dignity that own individual characteristics and what the
emerges from every photograph you've ever untrained eye might view as flaws.
seen of him. It lay in his hard work and his Misshapen ewers or lacquer imperfections
immense personal sacrifice. It lay in his are desirable to the connoisseur.
compassion, his wisdom. George Marshall Asymmetries in pottery and lacquer finish
practically defined those virtues. Yet he are routine. In fact, the potter may purposely
would have thought it odd if you had tried to seek blemishes and cracks.
congratulate him for these things. To him, What increases the value of flawed
those virtues were simply expected of a pottery is when the potter employs kintsugi.
citizen of this country. In this process, damaged vessels are
- Gen. Colin L. Powell (Bland & transformed by an infusion of gold within
Barber, 1997, p. 25) the cracks. The potter emphasizes the
history of the piece and, through showing its
Japanese artisans are known for their flaws, increases both the beauty and value.
pottery. The blue and white patterns of Thus, the ingenuity they demonstrated in
delicate earthenware used for tea ceremonies mending them makes the piece far more
are mainstays of this tradition. The most valuable than if it were perfectly produced
valuable are those pieces created by hand (Allen, 2019).
turning. However, by using this technique,

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The Role of the Exemplar The Paradigm of Servant Leadership
Throughout my teaching career, I have Greenleaf (1977), in his seminal work on

encouraged students to find people with whom they leadership, maintained superiors should serve those
can identify, personally or professionally, and to who follow them. Their focus should be on
use the example and strength of character as a addressing the needs of their subordinates. There
benchmark in patterning their own behaviors. I are a number of attributes attributed to Greenleaf’s
have been fortunate to have mentors who took the model. Servant leaders are more concerned with
time to guide me throughout my coursework and benefitting others rather than garnering personal
career. The reason I am able to relate to these men power. Their ambition lies not in the fulfillment of
and women is that they serve as exemplars to me in their own ambitions, but in how to provide an
how I conduct myself in the classroom and the environment in which meet the needs of all, not a
university community. specific few. It is at its core ethical leadership.
I do not claim exemplars are perfect beings. Servant leadership “… begins with the natural
Each person has faults. However, recognizing they feeling that one wants to serve, to serve first. Then
are flawed vessels and trying to overcome conscious choice brings one to aspire to lead”
themfurther cements their reputation as an (Greenleaf, 1977, p. 13). He expanded his thesis
exemplar. further when he wrote:
Exemplars do not have to be near-perfect
models of propriety. One can be an exemplar by The difference manifests itself in the care taken by
demonstrating what not to do in the workplace or the servant – first to make sure that other people’s
outside of it. A professional who has made repeated highest priority needs are being served. The best
mistakes through their career due to incompetence, test, and difficult to administer, is: Do those who
unethical behavior, or an inability to embrace served grow as persons? Do they, while being
change can serve as a guide on a path few want to served, become healthier, wiser, freer, more
follow. autonomous, more likely themselves to become
Referring to someone as an exemplar servants? And, what is the effect on the least
implies a person who serves as animpeccable privileged in society; will they benefit, or, at least,
example to others in their career or some aspect of not be further deprived? (Greenleaf, 1977, p. 13).
their life. Therefore, it is not surprising that the
study and utility of exemplars has received A purpose of the organization then is to
considerable attention in academic and popular provide tangible benefits to all involved in
literature. It has been used in education (Comer & implementing its mission and not a select few. Ego,
Schwartz, 2017; Engelen, Thomas, Archer, & de if not left entirely out of the equation, is certainly
Ven., 2018; McNair, 2018), character building muted.
(Robinson, 2016; Vos, 2018), ethical theory For the ancient Greco-Romans, the notion
(Zagzebski, 2013), news and media (Plaisance, of love was not a singular noun, but plural. Among
2014), and theology (Bloom, 2012; Tuggy, 2017). the types of love they addressed were eros defined
as romantic or passionate love, storge that is
The subject of this paper is General George familial love, philia considered love of friend or
C. Marshall. This examination of Marshall’s companion, and agape that demonstrated through
leadership style will use the lens of Robert selfless love or sacrifice (Lee, 1973). It is agape
Greenleaf’s model of servant leadership in which centers the servant leader’s focus on their
assessing his management and leadership styles at followers. “As a result, the servant leader sets aside
the macro- and micro-levels. Thus, it is an their own wants and needs and seeks the greatest
assessment of Marshall as a servant leader and his good for the greatest number” (Vito, Suresh, &
value as an exemplar to those seeking careers in Richards, 2011, p. 683).
public service.

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The servant leader embraces agape. It is 2. Humility – Self-promotion is not the goal of
concern for others without desire for praise or the servant leader, but the promotion of
reward other than the satisfaction taken from the others.
act. It is considered, thoughtful, and deliberate. 3. Listening – The servant leader listens to
Unlike eros, storge, and philia, the affections others receptively.
associated with agape are not basedon a passion for 4. Trust – Trusting others is a hallmark of the
an individual, but for the service itself. One may servant leader.
not personally like or necessarily have high regard 5. Caring – They display kindness,
for someone in their organization. However, that consideration, and concern for those they
does not equate to a lack of commitment to and lead.
consideration for their welfare. Passion may ebb 6. Integrity – Servant leaders are credible,
and wane. Genuine commitment and respect for honest, and trustworthy.
allare attributes of character that show greater 7. Service – Service is foremost in the servant
resilience then sentiment based solely on emotion. leader’s management style.
The concept of love is conceptually 8. Empowering – They empower their
malleable. It is one of those innate human reactions followers and expect accountability from
that we may routinely emote but are challenged to this empowerment.
precisely define. Interpersonal emotion is simpler to 9. Serve others’ needs before their own –
recognize. However, a leader who internalizes or Servant leaders put others before
articulates that they are motivated by agapeic themselves.
devotion for those led is alien in models of 10. Collaboration – They bring people together
leadership that promote an authoritarian or perhaps without creating an environment of overt
even a dictatorial approach to management. competition.
11. Love, unconditional love – This is the focus
When faced with such an abstract paradigm as of each servant leader’s motivation.
agape that eludes fixed definition, ascertaining Through the appreciation of everyone as
characteristics or traits associated with these worthy and having value, the leader is more
behaviors may assist in discerning what they apt to treat them in a consistent caring
constitute. A challenge to those who seek to manner. In doing so, they understand their
embody servant leadership or understand it better is higher purpose which is to lead.
the ambiguity that shrouds Greenleaf’s thesis. 12. Learning – They realize they do not know
Winston (2010) found academic efforts were still everything. As a result, they are willing to
hamstrung by a “… unified accepted theory…” (p. those led from their experiences and insight.
186). Farling, Stone, and Winston (1999) wrote of
the necessity of identifying variables associated From the results of the Delphi study Focht
with the servant leader in furthering empirical and Ponton conducted, five of the traits of the
research. A challenge to this is the innate confusion servant leader demonstrated 100 percent agreement
in the term itself. Sendaya and Sarros (2002) held from respondents. These were valuing people,
“One reason for the scarcity of research on servant humility, listening, trust, and caring. Eighty-six of
leadership is the very notion of ‘servant as leader’ the 100 respondents believed love/unconditional
is an oxymoron” (p. 57). love was a primary consideration. Although
In their survey of academics who had love/unconditional love accounted for a lower
researched servant leadership, Focht and Ponton response rate, when one examines the list of 12
(2015) developed a list of variables that identified characteristics through the perspective of
behaviors of a servant leader. These are: unconditional love (agape) all conceptually fit
1. Value people – Servant leaders appreciate within that paradigm.
people for who they are and not merely
what they can offer the organization.

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A hallmark of classical Utilitarian thought is My sense of obligation to you is equaled

that good should serve the greatest number only by the depth of my pride and satisfaction as
possible. Maximizing security and happiness is the I salute you as the greatest soldier of our
goal. Although it can be construed as running time and a true leader of democracy (Eisenhower,
counter to the self-serving benefits of hedonism 1945 speech, 1970, p. 548). … he was in
touted by Jeremy Bentham and his protégé John my opinion one of the best, and his drive, courage,
Stuart Mill, it was a concept that consistently and imagination transformed America's citizen
repeated itself throughout their writings (Rosen, army into the most magnificent fighting force ever
2003). assembled. In number of men and logistical
Greenleaf (1977) articulated his concept of requirements … (Leahy, 1950, p. 104).
the servant leader grounded in spirituality expressed
by aspects of theological dogma. The goal of both In his poem about Marshall, Thomas
perspectives is the deriving of benefit. The Johnson (n.d.) referred to him as a “… careful
difference lies in the motivations of the actors. demon of integrity.”Churchill stated "There are few
Greenleaf’s servant leader acts from a deontological men whose qualities of mind and character have
perspective. They work to benefit others out of a impressed me so deeply as those of General
sense of duty and the belief that the action in and of Marshall ... He is a great American, but he is far
itself is proper. Bentham expressed it in much the more than that ... He has always fought victoriously
same manner as Greenleaf would later. However, against defeatism, discouragement and disillusion.
Bentham’s motivations were teleological. Succeeding generations must not be allowed to
forget his achievements and his example" (George
When Bentham (1789) wrote “… that the C. Marshall, n.d.).
greatest happiness of the greatest number is the
foundation of morals and legislation” (p. 142), he An examination of primary and secondary
was espousing the benefits of personal pleasure. He sources pertaining to Marshall will repeatedly find
was not advocating working out of a sense of duty, this pattern, especially from those who worked with
a moral code, or ethical protocol. The end benefit of him. Thus, it becomes difficult to discern his
the action was valued. The action itself was morally contributions due to the overall inability of those
neutral. who were in awe of Marshall to critically assess
him. Words and terms used to describe his impact
It is my contention George Marshall was a on American policy and global influence in the 20th
deontological servant leader. I will use the five century at times border on the obsequious. My
traits most identified through the Focht and Ponton description of him in this paper as an “exemplar”
(2015) study (valuing people, humility, listening, could be considered as such, although my intent is
trust, and caring) to illustrate Marshall’s example of to use the word as to describe his brand of
an exemplar of servant leadership. leadership as a tool of instruction rather than
engage in sycophantic indulgence.
George Catlett Marshall (1880 – 1959)
Albert Einstein (1995) stated “Great spirits
Marshall earned significant praise during his have always encountered violent opposition from
lifetime and his style of leadership and example of mediocre minds. The mediocre mind is incapable of
character have been lauded in the years since his understanding the man who refuses to bow blindly
death. Although seemingly incongruent, these to conventional prejudices and chooses instead to
valedictories challenge those who seek to assess express his opinions courageously and honestly.”
Marshallin an unbiased manner. Examples ofpraise When describing the character of George
for Marshall are: Washington, Anderson wrote “There are some men
who lift the age they inhabit, till all men walk on
higher ground in that lifetime” (1937, p. 92).

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Seneca the Younger’s perspective on greatness was Applying the Greenleaf Paradigm
broader in scope: “The greatest man is he who
chooses the right with the most invincible Using the five attributes most identified
resolution; who resists the sorest temptation from with the servant leader in the Focht and Ponton
within and without; who bears the heaviest burdens (2015) study (valuing people, humility, listening,
cheerfully; who is calmest in storms, and most trust, and caring) Marshall’s approaches to
fearless under menaces and frowns; whose reliance leadership and management will be assessed in the
on truth, on virtue, and on God is most unfaltering” following section.
As with the earlier discussion of the concept Focht and Ponton Servant Leader Attributes
of servant leadership eluding precise definition,
greatness as a descriptor of a person’s qualities and Valuing People. Marshall valued the
contributions also evades simple encapsulation. It is contributions of those that worked for and with
more than a litany of significant accomplishments. him. One of British counterparts, Field Marshall Sir
It is the manner in which they achieved them Alan Dill was one of these. Dill had in common
coupled with their resulting inspiration to others, with Marshall the willingness to speak truth to
particularly those they lead. power. Marshall, although respectful of his office,
routinely disagreed with President Franklin
It is my intent to usethe word “greatness” in Roosevelt and did not hesitate to tell him so. Dill
this paper to heappraise onMarshall, but rather to had the same, often contentious relationship with
illustrate the depth and extent of his contributions Prime Minister Churchill. “Although Dill was a
with emphasis on those aspects reflective of the British Army officer, his ability to disagree with
servant leader. Few have played crucial roles and Prime Minister Winston Churchill’s opinions, to
had the experiences in service to his country to the talk with extreme frankness, and to understand and
extent George Marshall did. Among these were: fairly represent U.S. perspectives to the British
leadership won him many admirers, including
 Aide-de-Camp to General of the Armies General Marshall” (Jeffrey, 2018).
John J. Pershing, Commander of the
American Expeditionary Force, World War In a presentation by the Director of the
I, MacArthur Memorial, Christopher Kolakowski
 Commander, 15th Infantry Regiment, China, related an anecdote describing the relationship
 Assistant Commandant, U.S. Army Infantry between Marshall and later General George S.
School, Patton. Despite not crossing paths again for many
 Director, Civilian Conservation Corps posts years, … both Marshall and Patton maintained an
in Oregon and Washington, interest in the other’s career and the Marshall was
 U.S. Army Deputy Chief of Staff, so impressed with Patton’s record of service that in
 U.S. Army Chief of Staff, World War II, a 1936 letter to Patton he wrote “Should a situation
develop where I could have your services, nothing
 Promotion to 5-star General of the U.S.
would please me more, because you are very much
Army,
the type who does things in spite of hell or high
 1943 Time magazine “Man of the Year,”
water” (Jeffrey, 2018a).
 Special Envoy to China,
 U.S. Secretary of State, It was Marshall’s good fortune that he
 Architect of the Marshall Plan, became the Aide-de-Camp to General John J.
 President, American Red Cross, Pershing during World War I and continued to
 U.S. Secretary of Defense, and serve as a staff officer for Pershing after’s wars end.
 1953 Recipient of the Nobel Peace Prize. Pershing played the role of mentor to Marshall and

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Marshall never forgot the general’s contribution to pressure, or anything else. I decided right
his career, the value of this mentorship. there I was going to wipe his eye (Tidwell, n.d.).
Pershing for the official record called

Marshall “a very exceptional man” and urged that Although it may seem incongruent for a
he should be made a general officer military officer, especially one who had earned a
“as soon as eligible.” Personally, the two had got rank such as Marshall did to display signs of
along from the beginning and developed and humility. However, Marshall was known for this
retained genuine affection for each other. From his trait. In a letter to General Marshall regarding
next post Marshall wrote his old chief in a hisdiplomatic efforts in defusing military tensions
note of unusual warmth: “I have a hard time in China, General Albert C. Wedemeyer wrote:
realizing that everything I do is not being
done directly for you. My five years with you will We need leadership of the calibre you and
always remain the unique experience of my you alone are capable of giving during this critical
career. … Not until I … took up these new duties period in our country’s history. Your abject
… did I realize how much my long association was humility in approaching problems disarms the
going to mean to me and how deeply I will opposition and your experience in coping with
miss it” (Pogue, 2018a, p. 226). problems both national and international would do
something constructive toward bringing about
Humility.As a boy, Marshall grew up in the clear-cut solutions of problems. You are still
shadow of his older brother Stuart. Stuart Marshall young and vigorous mentally and I do hope that
had attended the Virginia Military Institute (VMI) conditions will be created whereby your
attaining great success as a cadet there. Inspired by talents will be exploited. General, I am not a damn
his brother, Marshall had ambitions of attending flatterer when I tate sincerely that we need now a
VMI also. However, Stuart and Marshall’s family man of your character to serve as a bulwark in
had doubts about his abilities. He was an average defending the principles of democracy as
student and did not at that time possess the strength well as decency in human relationships (Pogue,
of character he would eventually exhibit during his 2018d, p. 112).
career.
“The doubts of his own family and the Listening. Marshall believed in listening to
humiliations in school had taught young Marshall a those around him, especially his subordinates. He
lesson,that his achievements in life would recognized his job was too broad to make all the
not come from his natural talent, but rather minor decisions himself. He had to depend on
through the exercise of self-control, integrity others to use their judgement. In his biography of
and excellence. Starting at a low position in life Marshall, Cray (1991) quoted the general as saying
had enabled Marshall to maintain a certain level of “I don't want you fellows sitting around asking me
humility and an urge to overcome his what to do. I want you to tell me what to do” (p.
limitations” (Nguyen, 2018). He overcame this 581). This showed both humility and trust. In doing
humility upon hearing his older brother’s so, he had his job of decision-making made easier.
denigration of his abilities:
When I was begging to go to VMI, I Before he was the commander of the Allied
overheard Stuart talking to my mother;" he said. forces in Europe, General and future President
"He was trying to persuade her not to let me go Dwight D. Eisenhower served under Marshall at the
because he thought I would disgrace the family War Department. He was given a task to transport
name. Well, that made more of an 15,000 troops to Australia through the Atlantic with
impression on me than all instructors, parental the voyage taking them around the Cape of Good
Hope. In doing so, he was following Marshall’s

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directive that he expected senior officers to make A torrent of facts poured forth: the promised
their own decisions and tell him later the platoon manuals that never arrived and had set
results.During that 10-day voyage, Eisenhower was back training; the inadequate supplies that left men
nervous due to the number of German submarines walking around with gunnysacks on their feet;
patrolling the Atlantic. Eisenhower later related: the inadequate quarters that left troops scattered
throughout the countryside, sleeping in barns for a
For the next few days I slept little. But penny a night; the lack of motor transport that
finally, I had the welcome news that the Queen forced troops to walk miles to the training grounds.
Mary had arrived safely in Australia. Finally, the deluge subsided.
I felt so good that I took the time off to go Pershing looked at the major and calmly
voluntarily to the General’s office to tell what said: “You must appreciate the troubles we have.”
I had done and of the great suspense in
which my principal assistants and I had been The major replied, “Yes, I know you do,
living. I said that I had not told him this General, I know you do.Yes, I know you do,
before because I saw no use for his bearing the General, I know you do. But ours are immediate
same burden of worry that I had been and every day and have to be solved before night”
carrying. But now that all was well, I thought he (Runkley, 2017).
might like to know what had happened.
General Pershing eyed the major narrowly
and then turned to leave, the 1st Division staff
He smiled and said, “Eisenhower, I received looking nervously at the ground in stunned silence.
that intercept at the same time that you did. I After a while, Sibert gratefully told Major George
was merely hoping that you might not see it, C. Marshall that he should not have stuck his neck
and so I was saying nothing to you until I knew out on his account, and the rest of the staff
the outcome” (Eisenhower, 1964). predicted that Marshall’s military career was
finished.
Trust. Marshall’s honesty and candor led Marshall shrugged off his friends’ condolences,
those who worked with him to place trust in his saying: “All I can see is that I may get troop duty
judgement and character. Examples of his character instead of staff duty, and certainly that
led those around him to follow his example. The would be a great success” (Runkley, 2017).
first time Marshall encountered his future mentor,
General John J. Pershing, on a World War I Marshall’s candor earned him trust, but he
battlefield, Marshall’s bluntness and candor gave it as well. Delegating responsibility serves a
impressed, instead of alienating him. two-fold purpose for the effective manager: it frees
After ridiculing and chastising a general up the manager’s time to address pressing issues
during a training exercise, Marshall approached and it trains younger personnel in management.
Pershing to correct his assessment of the general’s
performance. Another strong tenet of Marshall’s
“General Pershing,” the major said, “there’s employee-centered management style was
something to be said here and I think I should delegating responsibility and trusting
say it because I’ve been here the longest.” organizational managers to do the job … He was
tolerant of first mistakes, although he typically
Pershing turned back and gave the called attention to them, and gave personnel a
impertinent young officer a cold, appraising glance. second chance. He admired officers who
“What have you got to say?” acknowledged and worked at learning not to repeat
mistakes. But he did not accept the repetition of

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mistakes. He took low morale as direct evidence of thoughtfulness on his part, and I myself had reason
failure of leadership (Pops, 2006, p. 174). to be grateful to him for having given me the
opportunity to prove my worth as a planner”
Caring. There is history and there is (Wedemeyer, 1958, p. 122).
Hollywood. The plot of the 1998 film Saving
Private Ryan concerns a group of American G.I.s Although Marshall was genuinely
who enter France shortly after the Normandy concerned for the soldiers serving under him, there
invasion in search of one young soldier whose were more pragmatic reasons for seeing his troops
family, in Marshall’s belief, had lost too many of adequately housed and fed“… but Marshall never
their sons. “After learning that James Ryan’s forgot that the morale of troops in training and
mother had lost three of her four sons in battle, headed for combat had other more basic
Marshall sent a squad to France specifically to foundations.
retrieve Private Ryan and return him to America
and to his mother” (General George C. Marshall: Matters of health, food, promotion, mistreatment by
Soldier of Peace, n.d.). superiors, housing-any one of these could
cause sullen resentment within the ranks and
Marshall was capable of kindness and ultimately break out in severe criticism by parents,
sympathy towards his troops and immediate congressmen, and the press … Marshall warned the
subordinates. In the second of his four-volume members of his own staff in Washington that they
biography of the general Ordeal and Hope (1987), must be vigilant in removing causes for complaint
historian Forrest Pogue related how Marshall’s and in improving conditions at posts throughout the
temper flared when soldiers in the field had not country. No matter how hurried his visit to a distant
been accorded the supplies they required. Soldiers camp, he asked what Washington could do to
training in winter conditions desperately needed improve conditions” (Pogue, 2018b, p. 114).
housing and cold-weather supplies. One of
Marshall’s orderlies was approached by a sergeant Flawed Vessels
on the post and told him they had repeatedly been
promised blankets, but none had arrived. When While I have chosen General Marshall to
being told a few weeks later they had still not serve as an exemplar of servant leadership, it is not
received the promised supplies, As the Chief of my intention to gloss over or ignore his
Staff was going into dinner that evening Powder shortcomings. He was known for his explosive
told him of the incident. The Chief of Staff’s temper which he recognized and took steps to
mouth hardenedand his cheeks grew red. “That was control. Marshall believed that strong emotion
the first time I had ever seen anger in his face,” clouded judgement. Marshall was not
Powder recalled. “We’ll find out why they weren’t approachable. He did not have a warm personality.
sent,” Marshall snapped …“Get these blankets and He was taciturn and his serious demeanor
stoves and every other damn thing that’s intimidated subordinates.Others, like his family,
needed out tonight, not tomorrow morning, and not thought him of average intellect. While he was
two weeks from now. I don’t care what regulations never considered unintelligent, his critics noted his
are upset or anything of that character. We lack of eloquence. However, he could answer
are going to take care of the troops first, last, and batteries of questions without consulting notes
all the time (Pogue, 2018b, p. 109). citing specific examples or providing technical
information. The general was not charismatic. For
His thoughtfulness of those around him and a notable like Marshall, his speaking style was not
consideration for their welfare and career inspirational. His tone was flat and when he used
advancement were of importance to him. In humor it was dry humor. Some identified him due
comparison with other leaders, this was a rare to his insistence on strict discipline as a martinet
commodity. “I know of many acts of kindness and (Pops, 2006).

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Conclusion http://search.ebscohost.com.proxy-
The selflessness Marshall edinboro.klnpa.org/login.aspx?direct=true&db=
demonstrated throughout his career put the edsgao&AN=edsgcl.577336308&site=eds-
organization and the people in it before his own live&scope=site
desires. His willingness to sacrifice was Barbuto, J.E., & Wheeler, D.W. (2006). Scale
demonstrated during the planning of the invasion of development and construct clarification of servant
Europe. There was no question that whoever was leadership. Group and Organization
chosen to be the overall Allied commander would Management, 31(3), 300-326.
be remembered in history. Marshall wanted this Bentham, J. (1907). An introduction to the
command and wanted it badly. However, when principles of morals and legislation. Oxford:
asked by President Roosevelt if he wanted the Clarendon Press (Original work published
assignment, Marshall left the decision to the in 1789).
president. Roosevelt felt Marshall was too essential Bergman, R. (2011). Meetings with remarkable
to the war effort and the general stayed in men and women: On teaching moral exemplars.
Washington. The command eventually went to an Fordham University Press. https://doi-org.proxy-
officer Marshall had personally mentored: General edinboro.klnpa.org/
Dwight D. Eisenhower. 10.5422/fordham/9780823233281.003.0006
Bland, L.I., & Barber, J.B. (1997). George C.
To be a servant leader does not equate to Marshall: Soldier of peace. Baltimore: Johns
being a passive leader. Agape is not an easy path to Hopkins University Press.
follow for someone who accepts the mantle of Bland, L.I., & Stevens, S.R. (1991). The papers of
leadership. A servant leader is a disciplined leader George Catlett Marshall: “The right man for
and, in turn, should discipline from the job” – December 7, 1941 – May 31,
subordinates.The servant leader is capable of 1943. Baltimore: Johns Hopkins University Press.
making difficult choices without quavering at the Bland, L.I., & Stevens, S.R. (1996). The papers of
possible consequences. They make the best George Catlett Marshall: “Aggressive and
decision with the information they have. It takes determined leadership – June 1, 1943 –
character to be selfless. December 31, 1944.” Baltimore: Johns Hopkins
University Press.
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His decorum would not have permitted him to Bloom, J. H. (2012). The rabbi as symbolic
accept it. However, Marshall’s example of exemplar: By the power vested in me - for rabbis,
character, integrity, and performance have shown other clergy, and the laity who care about
him to be an exemplary example. them and their sacred work. New York :
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ISSN 2278 8425

International Journal on Global Business Management and Research

Journal writing is a voyage to the interior.

ISSN : 2278 8425

Rajalakshmi Educational Trust

Rajalakshmi Engineering College,

Trinh Le Tan &Dao Thi Dai Trang 1-11

 An Empirical Study of Presentation Activates with Special Emphasis on Organized Retail

Shopping Mall at Bengaluru City

A. Mayur Kumar 12-26

Dr. R. Kamala Saranya 27-32

 Impact of Occupational Stress on Turnover Intention of Women Bankers: An Emperical Research

on Galle District Private Sector Banks in Sri Lanka

 A Literature Review on Production And Marketing on the Products of Poultry in Tamilnadu

Mathan Babu. R & Dr. P.G. Thirumagal 44-52

 An Empirical Analysis on Promotional Strategies of Packed Savouries With Reference to

Dr KS UsmanMohideen, Dr R Jeyalakshmi & Ms S Helen RoselinGracy 53-59

Ali E. O. Nasef 60-68

Aileen Berith Alex 69-74

 Factors Influencing Technostress and its Impact on Work Performance in an Automobile

Vinitha.S, Devika. KP, Deborah Sharon. S 75-81

Mohammad Mizanur Rahman and Dr. Jannatul Ferdaous 82-95

 George C. Marshall as Servant Leader: Applying the Greenleaf Paradigm

George E. Richards 96-107

Dr.S.Suresh, Assistant Professor(SG), Management Studies, Rajalakshmi Engineering College

Panchanatham.N,Professor,Business School, Annamalai University,Chidambaram, Tamilnadu,

Shahnaz Nayebzadeh,Department of Management,Islamic Azad University, Yazd Branch, Yazd, Iran

Darwin Joseph,Faculty Member/Program Director,(MIB - Grenoble Graduate School of Business, France),MDIS

Dev Anandh. N,Operations Director (India),Haworth India Pvt Ltd.,Chennai, Tamilnadu.

Babs Surjulal,Research Professor,Faculty of Management Studies,Vaal University of Technology, South Africa

Susan Stryker, Professor,Department of Entrepreneurship,Innovation & Strategy,School of Management,University of

It is a great pleasure to release volume 8, Issue 2 of International Journal on Global

Thanks and Regards

The art of writing is the art of discovering what you believe

THE MEDIATING ROLE OF JOB SATISFACTION BETWEEN ROLE STRESSOR

Trinh Le Tan1; Dao Thi Dai Trang2

Keywords: role stressor, satisfaction, commitment

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 1

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 2

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 3

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 4

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 5

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 6

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 8

Role --0.316 Organizational

Figure 1. Path Analysis Results

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 9

Reference Gunz, H.P. & Gunz, S.P. (1994).

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 10

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 11

AN EMPIRICAL STUDY OF PRESENTATION ACTIVATES WITH

I.Mall scenario in India facilities and there is a combined brand pull

2007 and 2008 respectively. There is a 2017. International property consultancy

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 13

Objectives of the Study scale ranging from (i) strongly disagree to

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 14

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 15

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 16

IJGBMR VOLUME 8 ISSUE 2 AUGUST 2019 Page 17

(Results * signifies p<0.001 and signifies